Project title

To trace market share analysis of

all telecom services and to drive
the efficiency of easy recharge
system.

Guided by
George Philip Alex
Area sales manager.

Submitted To
INDSEARCH PUNE
By

1
 ABHINAV CHAURASIA

Certificate

This is to certify that Mr. Abhinav Chaurasia, student of Masters in

Marketing Management of Indsearch Institute,Pune university has
successfully completed his summer training project with our
organization, his project work titled “ To tress the market share
analysis of all the telecom services and to drive the efficiency of easy
recharge system” for 8 weeks duration from 1st June to 31st July 2007.
While doing the project work he was put in sincere effort and has
performed as per our directions. His analysis and interpretations of the
market, on basis of survey conducted by him was commendable and
excellent.
I wish all success in his life.

George Philip
Alex
Area sales
manager
(Vega centre
Pune)

2
Date:

Place:

Declaration by the student

THIS IS TO SOLEMLY TO DECLARE THAT , THIS REPORT IS BASED ON

ORIGINAL PROJECT WORK OF THE UNDERSIGNED.

ALL THE SOURCES OF INFORMATION HAVE BEEN DUELY

ACKNOLEDGED.

THIS REPORT OR ITS CONTENTS HAVE NOT BEEN SUBMITTED TO ANY

OTHER UNIVERSITY/ INSTITUTE , FOR THE PURPOSE OF OBTAINING A
DEGREE OR DIPLOMA.

NAME :

SIGN:

DATE:

3
 CONTENTS

S. No. Chapter

1. Executive Summary

2. Introduction to the topic

3. Scope of work

4. Introduction and Company profile

• Vision and Promise
• Brand
• Company Partners
• Sunil Bharti Mittal
• Bharti Airtel
• Business Divisions
• Organization Structure
• Awards and Recognitions

5. Objective of the study

6. Research methodology
• Definition of marketing research
• Primary data collection
• Questionnaire designing
• Classification of questionnaire
• Advantages

4
 • Types of questions
• Layout
• Questionnaire finalization

7. Information and Analysis

8. Suggestions

9. Recommendations

10. Finding
• Merits of Airtel

11. Limitation

12 Conclusion

13 Questionnaire

14 PART-II

To drive the efficiency of easy recharge

system

15 Objective

16 Parameters of the field work

17 Findings And Analysis

18 Suggestions

19 Bibliography

5
 ACKNOWLEDGEMENT
It’s a pleasure to have the opportunity to extend my heart

felt thanks to all those who helped me through the successful

completion of my training, which is a great source of learning and

experience for me. While working with this extended and professional

managed organization I have realized the importance of practical

experience and also to relate my theoretical knowledge with the

practical market place.

Mr. George. P. Alex, A.S.M Airtel Bharti Vega centre

Pune. Who has given me the chance to work with such a reputed

organization and also for giving support through my summer training.

I would like to acknowledge and appreciate the support

and patience of Mr. Girish Rathod of Arihant communication and Mr

Karmarkar of Aparna house who is the distributors of Bharti Airtel

Prepaid and the team member as well as all the FOS for all inputs and

resources provided.

6
I express my hearty thanks to my college guide Mr Subhash
Bhave.Who granted us permission to do the project.

I am indebted to our college Director Dr. Ashok Joshi who always

inspires us towards achieving goal through his professional experience.
Express my special thanks to our course co-ordinator Mrs Aparna
tembulkar who spared her valuable time in assessing us in any query
related to my project work .

My sincere thanks to all those who have directly or

indirectly helped me in the completion of this project.

7
 PREFACE

Summer training is integral part of the Management course and

aims at providing a first hand experience of the industry to the
student. This practical experience helps student to view the real
business world closely, which in turn widely influences their
conceptions and perception. This project is the result of my trading at
Bharti Airtel. Ltd (Vega centre) Pune.
I was really fortunate to get an opportunity to pursue my

summer training in a reputed, well- established fast growing

organization.

This project was assigned to find out the behavior and to collect

information about the satisfaction level of the customers about the

products and service of Airtel Prepaid and to drive the efficiency of

easy recharge system. I personally met the respondents for getting the

information. It gave me a great deal of exposure and I found the

practical work totally different form the theoretical work.

8
 Executive Summary

 Telecommunication has become the backbone of business

environment and is considered to be the vital link between the
industry and people.It continues to drive the massive growth in
the Indian economy to unprecedented heights.

 The Telecom industry is considered to contribute largely to the

GDP of the country. The telecom industry is fragmented into two
segments which is the basic land line phones and wireless
networks.

 Telecom industry is the largest link to connect people all over the
world. The new millennium has witnessed the meteoric rise in
the economic structure of the country. The country has
witnessed the huge inflow of foreign capital, breakthrough
technology in the telecommunication industry which is due the
impact of liberalization and globalization.

9
  The project work also brought to our notice the prevailing
telecom services existing in the market and clearly portrayed
Airtel as a leader among all the telecom services.

Introduction to the topic

The project is based on telecom sector. The survey is done for a

particular company.
This particular project is done for Bharti Airtel , which includes survey
of different areas in pune city. The reports which are been used by the
company are results of analysis done on the surveys conducted during
the research activity.

 The project done is divided into two topics.

The first topic includes The analysis of the market share of all telecom
services in specific parts of pune region. During this research program
the retailers acted as a sample, which provided relevant information
for research activity.

The second topic was purely based on the marketing activity entitled,
driving the efficiency of the easy recharge system. This activity

10
included educating the retailers to prevent wrong recharge done by
the retailers during refilling the pre-paid mobile service.

Scope of work

Area Covered – Kondhwa, Ganga Dham, Salunki vihar, Fatima nagar,

Wanoworie, Dahanukar colony, Paud road, Mayur
colony, Shivtirth nagar, Karve nagar, Model colony,
Gokhale nagar.

Objective -- 1) To trace the market share of Airtel Pre Paid in

Comparison of other telecom services.

2) To drive the efficiency of easy recharge system

Time Required -- Kondhwa – 2 days
Ganga Dham – 2 days
Salunki Vihar – 2 days
Fatima Nagar – 3 days
Wanoworie – 3 days
Dahanukar colony- 2 days
Paud road- 3 days
Mayur colony- 2 days
Shivtirth nagar- 2 days
Karve nagar- 3 days
Model colony- 2 days
Gokhale nagar- 2 days

Beat wise – Market Share of Airtel

Kondhwa & Ganga Dham
- As per the findings during the market
Research it is found that Airtel has
Captured 54% of market as
Compared to other telecom
Services.

11
Salunke Vihar - As from the findings Airtel has
captured
56% of market.here prime competitor
is
Idea which has captured 22% market.

Fatima Nagar & Wanowarie - 51% market share of telecom

services
Has been captured by Airtel in this area
as compared to other service
providers.

Dahanukar, Paud rd,

Shivtirth nagar, Mayur colony - 49% market share of telecom
Services has been captured by
Airtel in this area as compared to
Other service providers.

Karvenagar, Bhusari colony - 51% market share of telecom

services
Has been captured by Airtel in this
Area as compared to other service
Providers.

Senapati bapat rd, Model colony,

Gokhalenagar - 43% market share of telecom
Services has been captured by
Airtel
In this area as compared to other
Service providers.

12
 Introduction and company profile

Vision & promise

By 2010 Airtel will be the most admired brand in India:

• Loved by more customers

• Targeted by top talent

13
 • Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs
of our customers and how we want them to feel. We deliver what we
promise and go out of our way to delight the customer with a little bit
more

The Brand

Airtel, a force unleashed into the market with a relentless and

unwavering determination to succeed. A spirit charged with energy,

creativity and a team driven “to seize the day” with an ambition to

become the most globally admired telecom service. Airtel, after just

ten years, has risen to the pinnacle of achievement.

As India's leading telecommunications company Airtel brand has

played the role as a major catalyst in India's reforms, contributing to its

economic resurgence.Today we touch peoples lives with our Mobile

services, Broadband services, to connecting India's leading 1000+

14
corporates. We also connect Indians living in USA with our callhome

service.

Company Profile
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 46,766,783
customers as on July 31, 2007, consisting of 44,763,391 GSM mobile
and 2,003,392 broadband & telephone customers.

The businesses at Bharti Airtel have been structured into three

individual strategic business units (SBU’s) - mobile services, broadband
& telephone services (B&T) & enterprise services. The mobile rvseices
group provides GSM mobile services across India in 23 telecom circles,
while the B&T business group provides broadband & telephone
services in 94 cities. The enterprise services group has two sub-units -
carriers (long distance services) and services to corporates. All these
services are provided under the Airtel brand.

Company shares are listed on The Stock Exchange, Mumbai (BSE) and
The National Stock Exchange of India Limited (NSE).

15
 Partners

The company has a strategic alliance with SingTel. The investment

made by SingTel is one of the largest investments made in the world
outside Singapore, in the company.

The company’s mobile network equipment partners include Ericsson

and Nokia. In the case of the broadband and telephone services and
enterprise services (carriers), equipment suppliers include Siemens,
Nortel, Corning, among others. The Company also has an information
technology alliance with IBM for its group-wide information technology
requirements and with Nortel for call center technology requirements.
The call center operations for the mobile services have been
outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

The company's unique strategic outsourcing model has been studied

and documented by Harvard Business School as a case study.

16
 Sunil Bharti Mittal
Chairman & Managing Director since October 2001
Board director since: July 1995
Age: 49 years

Sunil Bharti Mittal is the Chairman & Managing Director of Bharti

Airtel Ltd. Head Quartered at New Delhi, India.
Bharti Airtel, India’s leading private integrated telecom company, has
been at the forefront of the telecom revolution and has transformed
the telecom sector with its world-class services built on leading edge
technologies. Bharti has been a pioneering force in the telecom sector
and today enjoys a strong nationwide presence.

Sunil started his career at a young age of 18 after graduating from

Punjab university in India and founded Bharti, with a modest capital,
in the year 1976. Today, at 49 he heads a successful enterprise,
amongst the top 5 in India, with a market capitalization of over US$ 40
billion and employing over 30,000 people.

Bharti has grown successfully in partnership with various leading

companies of the world- Singapore telecom, Vodafone, Warburg
pincus, British telecom to name a few.

17
The other businesses in the group are consumer electronics (Beetel),
life insurance with AXA of France (Bharti AXA), and a joint venture with
the Rothschild group to develop Indian horticulture and export fruits
and vegetables to the world (FieldFresh).

Bharti has recently entered into a JV with Wal-Mart for setting up

supply chain, logistics and cash and carry to support the burgeoning
retail market in India.

Sunil is an alumnus of Harvard Business School, MA, USA.

Sunil has been conferred one of the highest civilian award – Padma
Bhushan.

Sunil has been conferred the degree of Doctor of Science (Honoris

Causa) by the G B Pant University of Agriculture & Technology.
Sunil is an Honorary Fellow of “The Institution of Electronics and
Telecommunication Engineers (IETE)”.

Sunil is the Honorary Consul General of the Republic of

Seychelles in New Delhi, India.

18
 Bharti Airtel

Telecom giant Bharti Airtel is the flagship company of Bharti

Enterprises. The Bharti Group, has a diverse business portfolio and has
created global brands in the telecommunication sector. Bharti has
recently forayed into retail business as Bharti Retail Pvt. Ltd. under a
MoU with Wal-Mart for the cash & carry business. It has successfully
launched an international venture with EL Rothschild Group to export
fresh agri products exclusively to markets in Europe and USA and has
launched Bharti AXA Life Insurance Company Ltd under a joint venture
with AXA, world leader in financial protection and wealth management.

Airtel comes to you from Bharti Airtel Limited, India’s largest integrated
and the first private telecom services provider with a footprint in all the
23 telecom circles. Bharti Airtel since its inception has been at the
forefront of technology and has steered the course of the telecom
sector in the country with its world class products and services. The
businesses at Bharti Airtel have been structured into three individual
strategic business units (SBU’s) - mobile services, broadband &
telephone services (B&T) & enterprise services.

19
The mobile business provides mobile & fixed wireless services using
GSM technology across 23 telecom circles while the B&T business
offers broadband & telephone services in 94 cities. The Enterprise
services provide end-to-end telecom solutions to corporate customers
and national & international long distance services to carriers. All these
services are provided under the Airtel brand.

Business Divisions

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of
India and is the largest mobile service provider in the country, based
on the number of customers.

The group focuses on delivering telecommunications services as an

integrated offering including mobile, broadband & telephone, national
and international long distance and data connectivity services to
corporate, small and medium scale enterprises.

20
 The group offers high speed broadband internet with a best in class
network. With Landline services in 94 cities we help you stay in touch
with your friends & family and the world.

The Company compliments its mobile and broadband & telephone

services with national and international long distance services. It has
over 35,016 route kilometers of optic fibre on its national long distance
network. For international connectivity to east, it has a submarine
cable landing station at. For international connectivity to the west, the
Company is a member of the South East Asia-Middle East-Western
Europe – 4 (SEA-ME-WE-4) consortium along with 15 other global
telecom operators.

21
 Organization Structure
As an outcome of a restructuring exercise conducted within the
company; a new integrated organizational structure has emerged; with
realigned roles, responsibilities and reporting relationships of Bharti’s
key team players. With effect from March 01, 2006, this unified
management structure of 'One Airtel' will enable continued
improvement in the delivery of the Group’s strategic vision.

Bharti Airtel - Organization

Structure

22
23
Bharti Enterprises - Organization Structure

24
 Awards and Recognitions

For the Year 2007 - 2008

Airtel

Bharti draws top honours at the NDTV Profit Business Leadership

Awards 2007

Bharti Airtel Ranked 3rd on Shareholder Returns in BusinessWeek

IT 100 List

Sunil Bharti Mittal conferred Degree of Doctor of Science (Honoris

Causa) by G. B. Pant University

Awards and Recognitions

Bharti draws top honours at the NDTV Profit Business Leadership

Awards 2007
Bharti Airtel awarded the prestigious QCI-DL Shah Award on Economics
of Quality
Sunil B. Mittal chosen for this year’s Padma Bhushan Awards

Awards and Recognitions

25
Bharti Airtel is once again chosen for India’s most Customer Responsive
Telecom Company Award

Triple success for Akhil Gupta at CFO Awards for India

Bharti Airtel is amongst India’s Most Admired Knowledge Enterprises in

2006

Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE

Bharti Airtel draws Top Honors at the MIS Asia IT Excellence Awards
2006

Bharti Airtel among the top 10 best performing companies in the world
according to BusinessWeek IT 100 list

Sunil Bharti Mittal is ‘CEO of the Year’ at the Frost & Sullivan Asia Pacific
ICT Awards 2006 & Bharti Airtel bags ‘Wireless Service Provider of the
Year' and 'Competitive Service Provider of the Year'

Objectives of the study

The primary objective of the study undertaken was to tress the market
share of all Telecom services in specific part of pune region. The
motive behind the study was to know which Telecom giant is leading
the market and who prime competitor is. The analysis also reveals
what factors make Airtel the brand leader as compared to other
telecom giants. The study also provides us with the factors that affect
reputation of Airtel. With the help of these analysis the organization
can take certain measures to improve its market reputation.

26
 The second aspect of my project was to improve the
efficiency of easy recharge system. While dialing mobile numbers of
the customers many retailers tend to make mistake while doing top-up
recharge, objective was to reduce the wrong recharge claims by the
retailers to the company and bring the efficiency in the system.

RESEARCH METHODOLOGY
Research:-

Research is the genesis of an effort to do any in-depth study, ‘no

research no knowledge, no findings, no conclusion and finally no use’.
Its significance is so immense that every discipline has a compulsory
research analysis for the overall development of the student. Three
basic components of a research are therefore,
• A persisting Question or Problem,
• A quest to find an answer to questions through the application of
the scientific method.

27
 • A systematic and intensive study directed towards a more
complete knowledge of the subject studied.

Research is a careful investigation or inquiry which specially searches

for any new fact in any branch of knowledge
Redman and Mory defines research as a “systematized effort to gain
new knowledge”.

Research is an academic activity and as such the term should be used

in a technical sense.
According to Clifford Wody “research comprises defining and
redefining problem, formulating hypothesis or suggested solution;
collecting, organizing and evaluating data; making deduction and
reaching conclusions; and at last carefully testing the conclusion to
determine whether they fit the formulating hypothesis. In other words
research may be defined as the manipulation of things, concepts of
symbols for purpose of generalizing to extend, correct or verify
knowledge, whether that knowledge aids in construction of theory or in
the practice of art”.

Definition of Marketing Research

Marketing Research as defined by the American Marketing

Association is “providing information to management so that it can
identify and react to marketing opportunities and problems”. Thus, it is
a process by which the market is studied intensively in order to draw a

28
nexus between the consumers and producers. This helps the producers
to satisfy the consumer needs and also helps the consumers retain the
producer’s services and products.
According to Philip Kotler :-

“It is a systematic designed collection and analysis

and reporting of data and finding relevant and
specific Market situation to face by the company”.

Keeping in mind these above stated essentials my research has the

following phases:

Primary data collection:

 Primary data is the first hand data. As in case of day to day life,
if you want to have first hand information on any happening or
event, either ask someone who knows about it or we observe it
ourselves, or we do both. Same is applicable to marketing
research. Thus, the two main methods by which primary data
may be collected are:

29
 • Observation
• Communication
In case of my project on “Market share analysis of all telecom
services”, the only source of primary data collection was through
communication.
Communication is a method of designing Questionnaires with a
view to collect the requisite information. So the first step towards
the data collection was the preparation of a “Questionnaire”.

Questionnaire designing

 Designing of a questionnaire is the most crucial phase in the

whole market research process, as the type of questionnaire
designed by you determines the quality of data collected and
that also determines how at best the relevant information can be
extracted from the respondent. So the questionnaire designing
should be very planned and proper.

30
 Designing of questionnaire is not as simple a job as it appears. A
marketing researcher intending to collect primary data has to be
extremely careful in deciding what information is to be collected,
how many questions are to be formulated their sequence, what
should be the language and what should be the layout of the
questionnaire. All these aspects need considerable time and
effort of the marketing researcher. If he is able to develop a
questionnaire suitable for his field investigation, he will find that
his task of collecting the data has become much easier than
otherwise.

Classification:

The questionnaire can be classified into four categories:

• Structured-non-disguised.
• Structure-disguised
• Non-structured-non-disguised
• Non -structured –disguised

31
Structured questionnaire is a formal list of questions framed so a s to
get the facts. The interviewer asks the questions strictly and in
accordance with a pre arranged order. If, for example, the marketing
researcher is interested in knowing the amount of expenditure incurred
on different types of clothing i:e cotton, woolen or synthetic, by
different households classified according to the income he may frame
a set of questions seeking this factual information.

I relied on the first category of the questionnaire “Structured-non-

disguised”. In this kind of questionnaire the listing of questions is a pre
arranged order and where the object of enquiry is revealed to the
respondent.

Advantages:

This kind of questionnaire has many advantages, like:

• It facilitates the collection of information in a systematic and
orderly manner as the questions have been formulated in
advance
• Since the questions asked by each individual happen to be
identical and are asked in the same order, the information is

32
 generally not vitiated on account of the varying characteristics of
the different interviewers.
• A structured questionnaire calls for a straight forward and simple
approach on the part of the interviewers. As such, even less
qualified interviewers can be deployed in canvassing such a
questionnaire.
• Such a questionnaire makes it far easier to edit, tabulate and
interpret the data it contains.
• A structure questionnaire can be conveniently pre tested so that
suitable modifications can be made in the phraseology of
questions or in their sequence or both.

Types of questions:

The next important step in the questionnaire designing is to

decide the kind of questions to be used. Questions can be
classified in various ways. One of the most important way of
classification is as follows:

33
 • Open-ended-questions
• Dichotomous-questions
• Multi-choice-question

The questionnaire I designed had all the above three characteristics. I

preferred Open-ended-questions where there was no scope for any
choices being put forth to the respondent and his personal opinion on
the matter was more significant. Some of the open ended questions in
my questionnaire were the following:
1. Why do you sell Airtel Brand when other famous brands of
telecom sectors are available?

I also included Dichotomous kind of questions which had answers in

just one word i;e either YES or NO. These questions consumed least
time and a perfect one word answer helped in analysis. Some of the
dichotomous questions in my project were the following:

1. Are you satisfied with the performance of your Airtel Brand?

a. Yes b. No

Multiple choice questions also have their own significance in the

questionnaire and so their inclusion was also a must. Not all questions
can be answered in one word of two options and so multi choice
questions are preferred over. Some of such questions were:

1. What makes Bharti Airtel the brand leader in the telecom sector?

34
 a. Good schemes b. Service (network)

c. Advertisement d. Price

d. Innovations

2. Which company offers better schemes which are beneficial?

a. Airtel b. Idea

c. Hutch d. Reliance

d. Tata

3. Which is the brand mostly used by students and other classes?

a. Airtel . b.Idea

c. Hutch d. Reliance

d. Tata

Layout:
It was also important that I gave a decent layout to the questionnaire,
so as to make it look good and well built at the first instance itself. I
had to seek corporate assistance for interviews and a neat
questionnaire was imperative. So I made a clean draft of the same with
only sufficient number of questions in each page.

35
 Questionnaire finalization-
Finally after going through the rigorous process mentioned above I
finalized the questionnaire and forwarded the same for the consent
of my seniors. I was elated to see that not many changes were
proposed by them and my effort was appreciated by all. The whole
process took me four days and at the end of fourth day it all paid off
well. My questionnaire was ready to face the corporate respondents.

36
 Information
and
analysis

Various factors that affect choice of

customers

Servic Brand Products&schem Reference

Factor
e
s e s
% 23 33 28 16

37
 various factors that affec
customers

16% 23%

Analysis :

•
28%
Maximum number of customers prefer Airtel brand because of
good reputation.

• 33%
28% of people are attracted towards Airtel brand because of
attractive products and schemes

• 23% of people prefer Airtel as a brand because of good service

and references through friends,relatives and other people.

What makes Airtel Brand No.1?

Airtel as Good Service Service Pric Innovation

brand schemes network network e s

38
% 40 24 15 10 11

What makes Airtel a B

11%
10%

15%
Analysis :

• maximum number of people think Airtel provides with good

24%
schemes so they tend to prefer airtel over other brands.

• 24% of people think that Airtel has good service network so

they prefer airtel over other telecom giants.

• 15% of people prefer Airtel as brand because of its aggressive

advertisement.

39
 • Remaining people prefer Airtel because of its innovations and
economical price.

What makes Airtel brand Preferable

Airtel brand Customer Good Connectivity Other

preference demand scheme reasons

40
 % 40 20 15 25

What makes Airtel brand pre

25%
40%

Analysis : 15%
• 20%
Brand Airtel has a very large customer demand and therefore it
is preferred by most of the people.

• 25% of people have other personal attachments with Brand Airtel

and hence preferred by them.

• 20% of people prefer Brand Airtel because of good schemes.

• 15% of people prefer Brand Airtel because of its good

connectivity.

41
Which Service Provider provides Better
Schemes?

42
Offers Airtel Idea Hutch Reliance Tata
% 30 25 20 15 10

Better Schemes

10%
15%

Analysis:

• 20%
30% of people think Airtel provides them with better schemes
and products as compared to other telecom services. 25%
• 25% of people think Idea is provides better service to their
customers.

• Hutch is well in the competition as 20% of people think hutch is

better service provider

43
 • Reliance is not far behind in the competition as 15% of people
think reliance provides them with better service.

• As compared to other telecom services Tata is lagging far behind

in the competition with respect to services.

Which is the most preferred Brand?

Brand Airtel Idea Hutch Reliance Tata

44
name
% 30 25 20 15 10

Brand Most Pref

10%
15%

Analysis:

• Airtel is the brand which is preferred by most of the people

20%
belonging to different classes based on different reasons.
25
• Idea is the second most preffered brand by most of the people of
different classes.

• Hutch is the service used by 20% of the students and other class
of people.

• Reliance is used by 15% of students and other class of people.

45
• Tata comprises of only 105 of students and other people.

How many people are satisfied with service

of Airtel?

Satisfied Yes No

46
 % 70 30

Satisfaction Level

30%

Analysis:

• 70% of customers are satisfied with the overall performance of

Airtel prepaid service considering all the factors.

• Whereas 30% of people are still not completely satisfied with the
performance of Airtel prepaid.

Suggestions

47
Some suggestions received from the retailers and customers

Regarding improper supply of recharge vouchers and Sim

Regarding less network in some area
Regarding claims (wrong recharge)
Regarding distributor
Regarding Customer care

Where Airtel is lagging.

1) Conjunction of Networks
2) Airtel to Airtel is good but Airtel to other mobile is not good.
3) Profit of margin should increase for retailers.
4) Lagging in advertisement and signboard.
5) Distributors should be more Co-operative.
6) Connectivity should be effective than other telecom services.
7) Activation of Sim in proper time. (no time taking )
8) Each and everything should be cleared in market of Airtel.
(Scheme & Product)
9) Voucher should come in proper time in market.
10) More cheap Scheme are not beneficial for company because of
Customer takes this of cheap Scheme after the using they throw
the Sim.,they dont continue which is not beneficial for company.
11) Problem in Receptions.

48
 Recommendations

On basis of the above research we can say that

 As Airtel is a known brand and is on the top for customer
preference, Airtel should work on service as well as on the
distributors in order to capture new market.

 As Airtel is popular among the common people but it is found

that it has lost its popularity amongst the elite class so proper
measure should be taken to create awareness in the market
where Airtel is lagging.

 It is also found by the research that elite people are not satisfied
with the performance and also have various complains regarding
the Scheme and Services and also conjunction of Network
Provided by Bharti Airtel. And for that it is always suggested to
find out the reasons behind the complaints made by the
customers and try to rectify the problem so as to regain trust.

 Airtel should advertise properly, by providing sign board and

offering new schemes as well.

In order to fight the competitors Airtel has to be innovative

(which can be done by making scheme and product more
attractive).

49
 Finding

Less Network areas

1) Lula Nagar Kondhwa

2) Wanoworie Command Hospital
3) A.F.M.C. Campus
4) Singhad Eng. College
5) MIT road
6) Gokhale nagar
7) Karve nagar

Schemes

1. Life Time scheme is good but little bit increscent in talk time
which is Rs. 10 it should be 100 or 200 (495).
2. Three months scheme is good there will be sufficient talk time.
3. Rs. 50 - 250 scheme is very very good for customers and
retailers but not good for company.
4. In June, July months there will be a good scheme coming up in a
market especially for a student.
5. The friendz scheme should be continued in a market.

50
 Merits of AIRTEL

• Bulk customers are using Airtel (i.e students, service class and
business class)

• The schemes and products of Airtel are always better than other
telecom services.

• Maximum customers are satisfied with Airtel services.

• Airtel has covered maximum market share as compared to all other

telecom services.

51
 Limitations

• Due to heavy rainfall it was very difficult to go to the

market.

• Some retailer were less co-operative so was unable to

get required information.

• The population under study was limited to certain area

which did not gave overview of the entire airtel market

Conclusion

52
We have collected the data from different outlets of different beats
from the market and found that:

Brands Market
Share
AIRTEL 50%

IDEA 25%

HUTCH 18%

RELIANCE 04%

TATA 03%

Market share Analysis of differe

telecom services

4% 3%
18%

50%

25%
53
 Part-II

TOPIC

To drive the efficiency of easy

recharge system

Objective

54
 To improve the efficiency of easy recharge system.

 Educate the retailers about the easy recharge system

 Analyse the method of easy recharge system

 Existence of easy recharge system among the retail outlets

under study

Parameters of the field work

55
 Every retail outlet should have easy recharge

 New outlet should be opened with easy recharge only

 Every outlet should have transaction of minimum Rs1000 per

month

 Every retail outlet having easy recharge system should have 3

times the avg sales of a day as its stock norm.

 Claim settlement of wrong easy recharge transaction by the

retailers.

56
 Findings
And
Analysis

Comparison between types of recharge

Type of recharge Sale of easy recharge Paper voucher sale

% 92 8

57
 Comparison of easy recharge with paper voucher
recharge

100
90
80
70
60
% 50 %
40
30
20
10
0
Sale of easy rechrge Paper voucher sale

Analysis:
• As per the analysis done above we can easily make
out that sale of easy recharge is more than the sale
of paper voucher recharge in all the outlets covered
in the project..

• Customers in all the shop prefer easy recharge

system over paper vouchers because it is available
free and very less time is consumed as compared to
paper voucher.

• In easy recharge the amount is credited immediately

in your cell.

Comparison between types of recharge in

different types of outlet

Type of Telecom outlets Non-Telecom outlets

58
outlet
Easy recharge sale Paper voucher Easy recharge sale Paper voucher
sale sale
% 90 10 80 20

Comparison in the sale of easy recharge and paper

voucher recharge in different type of outlet

90
80
70
60
% 50
40
30
20
10 %
0
Easy Paper Easy Paper
recharge voucher recharge voucher
sale sale sale sale

Non-
Telecom outlets Telecom outlets

(*Telecom outlets: These are the outlets which have all the mobiles and its
accessories in short a Mobile Shoppe

*Non-Telecom outlets: These are the outlets which in general do not deal
with mobiles and its accessories but provide both type of recharge
system. )

Analysis:
• In telecom outlets sale of easy recharge is more than as
compared to Non telecom outlets.

• Paper voucher sale is less in Telecom outlets as compared to Non

telecom outlets.

• In Telecom outlet Easy recharge sale is higher than paper

voucher sale and same is the condition in Non-telecom outlets.

59
 • From the above chart it is easily made out that customer mostly
prefers easy recharge system over paper voucher system.

Sale of easy recharge in different class of

outlets

60
 Class of outlet A B C Class
Class Class
Easy recharge sale in 90 80 70
%

Sale of easy recharge in different class of outlets

90
80
70
60
50
sale in %
40 Series1
30
20
10
0
A Class B Class C Class
Class of Outlets

(Class A outlets: These are the outlets which activate (more than) <
100 sim cards in a month.

Class B outlets: These are the outlets which activate 50-100 sim
cards in a month.

Class C outlets: These are the outlets which activate (less than) > 50
sim cards in a month.

Analysis:
• From the above bar chart it is very clear that Class A outlets
have more sale of easy recharge as compared to Class B
and Class C outlets and class B outlets have more sale than
Class C outlets.

• Sim cards are sold to different retailers at different prices

depending upon their sales. From the chart it is very clear
that Class A retailers have maximum sale therefore the sim

61
cards sold to them are at lesser price than those sold to
Class B and Class C for they order for sim cards in bulk
quantities.

62
 Suggestions

• A proper promotional activity should be organized in order to

create awareness about easy recharge system among all the
retailers indulge in providing telecom services.

• A group of trained staff from Airtel should visit the outlets

providing easy recharge system in order to educate the retailers
about the easy recharge process.

• A team of employees should regularly visit the outlets providing

easy recharge service in order to get feedbacks from the
retailers about the efficiency of easy recharge process.

• Airtel should come up with different incentives schemes for the

retailers in order to promote the sale of easy recharge system.

• A separate team should be organized who are wholly dedicated

in the settlement of WRONG RECHARGE CLAIMS.(Wrong recharge
claims are claims which are claimed by retailers on the company
for wrong transaction of the recharge amount on wrong
number .)

63
 Bibliography

SECONDARY SOURCES:

• www.airtel.com .

PUBLISHED SOURCES:

(a)Philip kotler, marketing management , prentice hall ,

pearson education inc.

(b) Kothari. C.R. , research methodology , New age

international (p) ltd, New Delhi.

(c) Reffered to market research book by G.C BERI

64
Annexure

65
 Questionnaire

1. Name of the Distributors;

_______________________________________________________________________
_

2. Name of the Retailer

_______________________________________________________________________
_

3. What makes Bharti Airtel the Brand Leader in the telecom

sector ?
• Good Schemes ___________________
• Service (Network) ___________________
• Advertisement ___________________
• Price ___________________
• Innovations ___________________

4. Which company offer better schemes which are beneficial ?

• Airtel ___________________
• Idea ___________________
• Hutch ___________________
• Reliance ___________________
• Tata ___________________

5. Are you satisfied with the performance of your Airtel brand ?

• Yes ____________

66
 • No ____________

6. Why do you sell Airtel Brand when other famous brands of

Telecom Sectors are
available ?
• Airtel Brand Preference
• Customer Demand
• Good Scheme
• Connectivity
• Other Reasons
___________________
___________________
___________________
___________________
___________________

7. Which of the Brand mostly used by Students and other Classes ?

Brand Type
• Airtel
• Idea
• Hutch
• Reliance
• Tata

67
68