here i have describe my best knowledge and believe......

1. Acknowledgement
The research undertook was an attempt to overcome the
boundaries of books before I take up this as my profession and
start my career as a practicing manager.
I would like to take this golden opportunity to express deep
sense of gratitude indebtedness to the management of “Bharti
Airtel limited , India ” for providing me this the opportunity to
undergo practical training in their esteemed organization for 30
days.
I express my sincere gratitude towards Mr. Ayush Agrawal,
(Director of R.K. agency of Airtel, Satna) And Airtel Company for
providing me this opportunity to undergo this project work at their
works. He has provided me all necessary information and inputs
during my training time.
I would also like to thanks to Miss, Anupriya Shukla And
Rashmi Singh Assistant professor BBA Department of Government
Auto. P.G. college Satna M.P. for hrer consistent encouragement
and valuable guidance. I specially thank Mr. Hariom Agrawal
(HOD, BBA Department) for their support and guidance.
Lastly no words can Ade quately express my debt of
gratitude to my parents for generating in me a perennial interest in
this field of study and also to alimighty god for the successful
completion of my project.
Deepak Saraf
BBA 6the Sem
Govt. aut. P. G. Collage
satna (M. P)

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Table of Contents
TELECOMMUNICATION MARKET IN INDIA................................................3
GSM MARKET IN INDIA .................................................................................8
INTRODUCTION BHARTI AIRTEL...............................................................23
TARIFF STRUCTURE.....................................................................................41
PROMOTIONAL STRATEGY.........................................................................46
MARKET SITUATION....................................................................................48
COMPETITIVE SITUATION...........................................................................49
MARKET SEGMENTATION ..........................................................................52
MARKETING STRATEGY ADOPTED BY.....................................................58
BHARTI AIRTEL ............................................................................................59
OBJECTIVES OF THE STUDY.......................................................................65
LIMITATIONS ................................................................................................66
SWOT ANALYSIS ..........................................................................................75
CONCLUSION................................................................................................77
BIBLIOGRAPHY.............................................................................................78

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QUESTIONNAIRE...........................................................................................80
TTEELLEECCOOMMMMUUNNIICCAANN
MMAARRKKEETT
IINN IINNDDIIAA

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TELECOMMUNICATION MARKET IN
INDIA
The Indian telecommunications Network with 250m telephone
connections is the fifth largest in the world and is the second largest among
the emerging economies of Asia. Today it is the fastest growing market in
the world and represents unique opportunities for UK companies in the
stagnant global scenario. Teledensity, which was languishing at 2% in 1999,
has shown an impressive jump to 9.5% in 2006 and 10.5% in 2007 and is set
to increase to 20% in the next five years beating the Govt. target by three
years. Accordingly, India requires incremental investment of USD 20-25 bln
for the next five years.
Private operators have made mobile telephony the fastest growing
(over 164%p.a.) in India. With more than 33 million users (both CDMA and
GSM), wireless is the principal growth engine of the Indian telecom
industry. Given the current growth trends, cellular connections in India will
surpass fixed line by late 2004/early 2005. Intense competition between the
four main private groups Bharti, Vodafone, Tata and Reliance and with the
State sector incumbents BSNL and MTNL has brought about a significant
drop in tariffs. There has been almost 74% in cell phone charges, 70% in
ILD calls and 25% drop in NLD charges, resulting in a boom time for the
consumers.

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The Government has played a key enabling role by deregulating and
liberalizing the industry, ushering in competition and paving the way for
growth. While there were regulatory irregularities earlier, resulting in
litigation, these have all been addressed now. Customs duties on hardware
and mobile handsets have been reduced from 14 percent to 5 percent.
The Indian government has merged the IT and Telecom Ministries to speed
up reforms and decision on the Communication Convergence Bill to enable
the common regulation of the Internet, broadcasting and telecoms will be
taken after the new Government assumes responsibilities in may this year.
An independent regulatory body (TRAI) and dispute settlement body
(TDSAT) is fully functional.
INDIAN CELLULAR MARKET
The Bharti Group, which operates in 23 circles, continues to be the
country’s largest cellular operator, with 50 lakh subscribers. BSNL, which
operates in 22 circles, has a subscriber base of 37 lakh subscribers. Thus
BSNL stands second largest cellular operator in terms of subscriber base at
the end of the fiscal ending March 31, 2007, displacing Vodafone from the
second position. Vodafone, which operates in only eighteen circles, is the
third largest operator with a subscriber base of 32 lakh. Unlike fellow public
sector undertaking, MTNL, which operates in Mumbai and Delhi, BSNL,

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has been a very aggressive player in the market. “Cellular operators who
expected BSNL to go the MTNL way, were taken by surprise and did not
take effective steps to counter it, till it was too late in the day,” said a
telecom analyst.
Belying fears of a slowdown in cellular subscriber acquisitions, the
cell club has reported a 7.92% growth, the highest growth in any month so
far, during March 2005. Year on year, the cellular subscriber base in the
country has almost doubled in March 2005, and is expanding at the rate of
25% per year thereafter.
The cellular subscriber club expanded by 21.31 lakh last month. This
is much higher than 5.9 lakh subscribers added in February 2005 and 2.13
lakh in January 2005. Idea, which operates in Seven circles, is the fourth
largest operator with a subscriber base of 17.80 lakh, higher than BPL’s
11.31 lakh subscribers across four circles. The subscriber numbers per
operator drop sharply with the sixth largest operator, Spice Communications,
having a subscriber base of 9.40 lakh, followed by Reliance Telecom’s 8.9
lakh subscribers. MTNL is the ninth largest operator, with a base of 8.32
lakh subscribers.
While the subscriber base jumped by 3.38% to 44.39 lakh in the
metros,

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Subscriber base of category a circles of Maharashtra, Gujarat, Andhra
Pradesh, Karnataka and Tamil Nadu jumped by 10.18 % to reach 43.64 lakh.
Category B circles of Kerala, Punjab, Haryana, Uttar Pradesh (West), Uttar
Pradesh (East), Rajasthan, Madhya Pradesh and West Bengal recorded a
jump of 10.69%, with a total base of 33.74 lakh subscribers. Circle C has
reported 12.74 % growth with subscriber numbers jumping to 5.08 lakh.
Among the metros, while Mumbai added 1,63,180 subscribers, higher
than the 1,58,646 added by Delhi, the Capital’s cellular subscriber base of
over 80 lakh is still higher than Mumbai’s 66.89 lakh. While the cellular
industry has been on roll for the first three quarters of the previous financial
year with an average of 16.75 lakh monthly additions in the third quarter, the
first two months of 2007 had seen the growth slowing down.

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GGSSMM MMAARRKKEETT IINN
IINNDDIIAA

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GSM MARKET IN INDIA
Regional Interest Groups GSM India
With a population of around 1.1 billion growing at roughly 1.7 per
cent a year, India is potentially one of the most exciting GSM markets in the
world. After two rather difficult years, the past 12 months have seen the
region’s promise beginning to come to fruition. Much of this success can be
attributed to the 9ubsidizing9n of the licensing and regulatory environment.
India’s telecommunications have undergone a steady liberalization
since 1994 when the Indian government first sought private investment in
the sector. More significant liberalization followed in 1996 with the
licensing of new local fixed line and mobile service providers. However, it

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has been the government’s New Telecom Policy (1999) that has had the
most Radical impact on the development of GSM services. ‘The policy’s
mission statement is ‘affordable communications for all’; There is a genuine
commitment to creating a modern and efficient communications
infrastructure that takes account of the convergence of telecom, IT and
media. In addition, the policy places significant emphasis on greater
competition for both fixed and mobile services.’ Competition in the mobile
sector has already had a visible impact on prices with calls currently costing
less than 9 cents per minute. This means that service costs have fallen by 60
per cent since the first GSM networks became live in 1995. It also helps
explain why a recent Telecom Asia survey revealed that more than 70 per
cent of Indian mobile subscribers felt that prices were now at a reasonable
level.
One of the challenges facing GSM operators in India is the diversity of
the coverage regions from remote rural regions to some of the most densely
Populated metropolitan areas in the world. India has more than 40 networks,
which cover the seven largest cities, over 7000 towns and several Lacs
villages. Such depth of coverage has required enormous investment from
India’s operators. It is estimated that more than Rs200 billion had been
invested in India’s GSM industry by mid2000, a figure that is set to be
supplemented by a further Rs. 300 billion over the next five years.

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The good news is that subscriber growth is beginning to look healthy. With
India’s low PC penetration and high average Internet usage at 1420 hours a
month per user it is comparable to the US the market for mobile data and
ecommerce looks extremely promising. WAP services have already been
launched in the subcontinent and the first GPRS networks are in the process
of being rolled out. In the year ahead, GSM India will work with its
members to realize the potential of early packet services in anticipation of
the award of 3GSM licenses.
India fastest growing GSM mart
India is expected to have 145 million GSM (global system for mobile
communications) customers by 200708 compared to 26 million subscribers
as on March 2005, according to the Global Mobile Suppliers Association.
“For GSM, India is a success story. It is one of the fastest growing markets
with its subscriber base doubling in 2005. At this pace, the target of 150
million subscribers by 20072008 is definitely achievable,” Alan Hadden,
president of GSA, said at a news conference in New Delhi. Globally, the
GSM market reached 1 billion users in February 2005, he said, adding GSM
accounted for 80 per cent of the new subscriber growth in 2005.”Almost
every Latin American operator has chosen GSM. In North America GSM
growth is bigger than CDMA (code division multiple access),” he said.

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Commenting on the raging debate over GSM versus CDMA in mobile
services arena, Hadden said: “GSM is the world’s most successful mobile
standard with over 1 billion users, and is an open mobile standard. It also
supports automatic international roaming, which is a major contributor to
business plans.”
India’s GSM mobile firms’ revenue up 30 pct
India’s private telecoms firms offering GSM based mobile services
reported a 24 percent rise in revenue in the year to March 2007 but said
future growth rates could slow because of heavy taxes on the nascent
industry. Although India’s mobile sector is the world’s fastest growing major
wireless market, it is amongst the highest taxed industries in the country.
Mobile carriers pay as much as 25 percent of their revenue as licence fee,
spectrum charges and other taxes. The Cellular Operators Association of
India (COAI) said revenue for fiscal 2003/04 stood at 83.08 billion rupees
($1.86 billion) compared with 64 billion rupees a year earlier. According to
T.V. Ramachandran, director general at COAI, “These revenue growth rates
cannot be maintained unless there is a concerted effort by the government to
cut excessive levies and allow sharing of infrastructure” “But the potential to
do much better exists as there is still huge demand in the sector.”
Ramachandran said the sector was still losing money but declined to

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elaborate. Sales jumped because of a doubling of the GSM (Global System
of Mobile Communications) user base as more people entered the flourishing
market thanks to one of the lowest call rates in the world. But the monthly
average revenue per user, a key measure of profitability, declined 17.4
percent to 432 rupees in the fourth quarter compared with 523 rupees in the
first quarter due to a cut in tariffs and excessive competition among
companies. Growth slowing, demand untapped: The association has not
included the financial performance and the GSMuser base of staterun firms
Bharat Sanchar Nigam Ltd, the secondranked player, and Mahanagar
Telephone Nigam Ltd, Ramachandran said. There are 150 million GSM
customers and more than 96 million users of the rival CDMAbased mobile
services in the country. The pace of growth in monthly additions is slowing
after just 1.25 million users took up the service in April compared with 1.9
million in the previous month and 1.63 million in February. Ramachandran
blamed the slowdown on a majority of small GSM operators being unable to
expand networks into rural swathes where demand remained largely
untapped.
“Our surpluses are not enough to cover costs of network expansion
and financing charges on loans. We are making money only to cover
operating expenses,” he said. Carriers are now 13ubsidizing handset costs to
woo users into the underpenetrated industry forecast to have more than 250
million customers by 2007. Roughly three percent of Indians own a mobile

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phone compared with about 20 percent in China. About a dozen firms such
as Bharti Airtel Ltd, 28 percent owned by Singapore Telecommunications,
Reliance Infocomm Ltd and the Indian GSMunit of Vodafone group battle
in the hotly competitive sector.

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DOES GSM HAVE THE EDGE?
GSM operators are not the only ones who are worried about the rapid
strides made by CDMA mobile players Reliance Info company and Tata
Indicom in the Indian cellular market? The GSM suppliers – both handset
and equipment who incidentally also have their other foot firmly placed in
the CDMA pie, are beginning to lose some sleep over what was earlier
termed as `niche’ and `minuscule’ data carriage market by the operators
Apart from the strong success of the two CDMA operators whose networks
are based on code division multiple access (CDMA), the miserable showing
of the four global standard for mobile (GSM) based networks that launched

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general packet radio service (GPRS) service for data connectivity in last
three years, has the vendors worried. Global mobile Suppliers Association
(GSA) now believes that even though India will primarily remain a voice
traffic led market in next two three years, the data traffic component will
grow by 2530 per cent, an optimism that it’s trying to make GSM operators
feel as well.

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THE CDMA CHALLENGE
CDMA players had launched their services with CDMA 2000
1Xbased networks, which can give his speed, always on connectivity to the
Internet, and other data services. GSM operators, on the other hand, have had
to migrate from the frustrating experience of WAP (wireless application
protocol) to GPRS, which has not significantly improved the subscriber’s
experience of surfing the Net on/from mobile. The top brass of GSA, an
organization comprising Nokia, Siemens, Ericsson, Alcatel and Lucent
Technologies met on Tuesday in the capital to persuade the operators to
adopt EDGE (Enhanced Data rates for GSM
Evolution) and leave GPRS behind as a dream gone sour. Only Airtel,
Vodafone, BPL Mobile and Idea Cellular had launched GPRS, but the data

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transfer speeds of GPRS have been abysmal. The field trials gave a speed of
around 54 kbps, but the actual speeds have not exceeded 1418 kbps, a major
reason why GPRS growth has been so slow. As against the total GSM
cellular base of 5.61 crore, the country has between 2,80,000 lakh GPRS
users only. In comparison, the two CDMA operators have about 120 lakh
connections. All these sets are data compliant. Though no figures are
available as to how many use these for data services, the figure is believed to
be respectable as a percentage ratio for CDMA.
Bharti is almost there
But first, the EDGE! Bharti Cellular is close to commercially launching its
EDGE service in Delhi and Mumbai by end May or early June, sources said.
The company was the first to conduct field trials in November with its
equipment supplier Ericsson. Idea too held EDGE field trials in February this
year with its vendor Nokia. Vodafone and BPL are yet to hold the trials. The
two companies would eventually migrate to EDGE, but perhaps after seeing
the response to Bharti’s service. EDGE holds the promise of delivering data
speeds of around 170180 kbps (as against the theoretical speed of around
380 kbps) which, if achieved, promises the launch of many data applications.
The scalable cost of migrating from GPRS to EDGE is not too high and

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mainly comprises software upgrades in case of a modern network such as
Bharti and Hutch, claimed chairman of GSA India chapter Rakesh Malik.
Will GSM maintain its head start?
At the GSM Evolution Forum held in New Delhi, GSA president Alan
Hadden predicted that GSM growth will far outstrip CDMA as was
happening globally. He felt India could have as many as 200 million GSM
subscribers by 20072008,
up from nine million in December 2004. According to GSA, there are over
1.1 billion GSM subscribers worldwide as against 250 million CDMA
customers. The revenue of top 25 global operators from data averages 18 per
cent and 22 of these operators run GSM networks. Overall, there are 76
operators in 50 countries that have committed to deploy EDGE. Almost
every country has a GSM based network and even those US operators, which
operated on nowdefunct TDMA technology, were migrating gradually to
GSM, not CDMA, pointed out Hadden at the GSM Evolution Forum. The
Forum is a global GSA program to assist the operators for evolution to third
generation (3G) technologies. “People are using their phones for much more
than voice. Fifteen networks have commercially launched EDGE as it can
run 3G like services in the existing spectrum for the operators without
needing a 3G license. Even the

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migration to a fullfledged 3G level of Wideband CDMA (WCDMA) will be
smooth with EDGE,” said Hadden. “Besides, the automatic roaming
provided by GSM networks in almost 200 countries is a power that CDMA
doesn’t give you. We know for sure that almost 2025 per cent of the revenue
for some GSM operators comes from roaming customers,” he added. But
CDMA is no pushover with Korea and Philippines as the shining jewels in
its crown. The first CDMA 2000 1X was commercially deployed in October
2000.
Already, 81 operators have launched 77 CDMA 2000 1X networks whereas
nine have launched services based on 1xEVDO platform across Asia, the
Americas and Europe. At least, 16 new 1X and six 1xEVDO networks are
scheduled to be deployed in 2004, according to CDMA Development Group.
EVDO and EVDV are the next level of evolution on the CDMA 2000 1X
platform, capable of delivering services comparable to 3G WCDMA.
Where are the models?
What will matter a lot in this war will be the availability of EDGE compliant
handsets at affordable rates. While the two CDMA operators have been
giving out handsets that can give hispeed data transfer, same has not been the
case with GSM. Even now, GPRS handsets have not become commonplace
and GPRS feature is found only in mid and highend segment handsets.

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End sum game
When the networks deploy EDGE, subscribers can expect the delivery
of advanced mobile services such as easy downloading of video and music
clips, full multimedia messaging, besides highspeed Internet and email
access, provided their handset supports all this. But the real cruncher will be
the migration at a later stage to 3G technologies such as WCDMA, EVDO or
EVDA as and when the government decides what to do with the 3G licences.
WCDMA for example promises delivery of a phenomenal 2 megabytes per
second (mbps), equivalent to what a leased line in many middle level
corporate gives. More importantly, WCDMA will spawn a whole new range
of full motion audiovideo applications, including video telephony. GSM
lobby may continue to remain gung ho over the future of their technologies
over that boosted by the American firms Qualcomm and Motorola, but
Indian market could well throw an interesting scenario that industry experts
will do well to watch. In the coming months, Reliance plans to offer its
CDMA subscribers much more than what GSM players intend to deliver
through their EDGE for their subscribers.
Who succeeds in this battle for mobile customer’s eyeballs is most
difficult to predict. A Korea and Japan may not be waiting to happen in
India, but India will probably be more like the Chinese market with both
standards coexisting. For now, GSM rules!

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IINNTTRROODDUUCCTTIIOONN
““BBHHAARRTTII AAIIRRTTEELL””

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INTRODUCTION BHARTI AIRTEL
AIRTEL (BHARTI AIRTEL LTD.)
BHARTI AIRTEL LIMITED was incorporated on July 7, 1995 for
promoting investments in telecommunications services. Its subsidiaries
operate telecom services across India. Bharti Airtel is India's leading private
sector provider of telecommunications services based on a strong customer
base consisting of 50 million total customers, which constitute, 44.6 million
mobile and 5.4 million fixed line customers, as of March 31, 2007. Airtel
comes to us from Bharti Airtel Limited a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range

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of telecom services, which include Cellular, Basic, Internet and recently
introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest
manufacturer of telephone instruments in India, it is also the first company to
export its products to the USA. Bharti has also put its footsteps into
Insurance and Retail segment in collaboration with MultiNational giants.
Bharti is the leading cellular service provider, with a footprint in 23 states
covering all four metros and more than 50 million satisfied customers.
S E R V I C E S
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from
Bharti Enterprises, India's leading integrated telecom service provider. Going
mobile with Airtel Prepaid is a new way of life. With a host of great features,
also simple to use, Airtel Prepaid makes everything that you dreamt and
believed, possible.
Total Cost Control
You can control your Airtel Prepaid like never before. No more rentals or
deposits – simply recharge as much as you need to from as low as Rs. 10, to
as high as Rs. 10,000/.

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Pre activated STD/ISD without deposits or rentals
You can now enjoy a preactivated STD/ISD on your Airtel Prepaid. No more
paying deposits or having a minimum balance in your account to make an
STD/ISD call. Hasslefree calls are here to stay!
Strong Network Coverage
Enjoy complete clarity when calling with Airtel’s worldclass technology
and unbreakable network coverage that spans over 23 circles across the
country.
Instant Balance and Validity Enquiry
Your account balance is updated on the screen of your handset at the end of
each chargeable call. You can also call 123 from your mobile phone and
listen to the voice announcement or simply dial *123#, press 'OK' or 'YES'
button and your account balance will be displayed on the screen of your
handset.
Recharge your Airtel Prepaid
Recharging is Easy. The calling value on your card keeps reducing as you
make calls or use any other chargeable service. Choose the Airtel Prepaid

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Recharge Coupon that’s right for you, from a variety of tailor– made
recharge coupons with different denominations, which are available at a
number of outlets across your city. Simply follow the procedure mentioned
below, to recharge your phone.
Prepaid Roaming
Airtel Prepaid comes preactivated with 'National Roaming', so you stay
connected no matter wherever you are. You can also send or receive MMS,
check your email and access other GPRS services while roaming in India as
you would in your own city. While traveling abroad you can receive calls &
send or receive SMS.
Other Services
Airtel brings you, a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and
excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification Presentation
– all with your Airtel prepaid connection.

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Voice Mail
When your handset is switched off, or you’re too busy to answer the phone,
Airtel Voicemail will answer your calls and record a message. The best part
is that there's no extra monthly cost for setting up Voicemail you just pay for
the phone call when you use the service.
SMS (Short Messaging Service)
Send messages quickly and easily using text, if it's too noisy to talk or you
don't have much time. It's the way to share those interesting oneliners,
important reminders and ribtickling jokes, with anyone, anytime, anywhere
in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel
mobile phone with Subscription Services. SMS <SUB NEWS> to 3333 for
News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB
SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips.

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MMS (Multimedia Messaging Service):
Jazz up your messages with pictures, images and video clippings, with MMS
from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and
save service settings.
Airtel Live!
Make your mobile the most happening entertainment destination with Airtel
Live! Airtel brings you the latest in entertainment and information services,
right on your phone!
Airtel Live! WAP Services:
Download the latest ring tones, games, wallpapers, videos and much more.
You can also get news clips, watch live TV and download full songs on you
phone. To get Airtel Live! Settings on your phone, SMS 'Live' to 56465 and
save the settings that you receive as your preferred connection. Airtel Live!
Portal can be accessed from you GPRS enabled phone, by sending a SMS
'FUN' to 56465.
Airtel Live! Voice Services:

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Just Dial 56465, and name the service. For e.g. say ring tones to download
your favorite ring tones. You can also choose a variety of content options
like Live Cricket Commentary, latest National / International News, Movie
Reviews or Stock Market Updates.
Airtel Live! SIM Services: Access loads of fun content and exciting
services like cricket, stocks, onyour phone at the touch of a few buttons with
Airtel Live! SIM based Services on your SIM card menu. To download new
services on your Airtel SIM, choose the "What's new" option under the
"Airtel services" menu.
Airtel Live! SMS Services: You can enjoy a host of services by sending a
keyword as an SMS to 56465! Choose Astrology / Horoscope, Cricket,
Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistance
SMS, Help to 56465.
Hello Tunes
Tired of that boring old ‘tring tring’ on your phone? Well now when a friend
calls, you can make them groove to the hottest new tracks burning up the
music charts with Hello Tunes from Airtel! You get a wide choice of songsin
the Popular & New Arrivals categories that are updated regularly. What's
more you can directly call the number for your kind of music, e.g. call

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678005 for English New and 678001 for Hindi New. This would directly
take you to your favorite artist's Hello Tunes listing.
Copy a Hello Tune
Get the tune you want, all you have to do is call 55055 and follow the simple
voice instructions to copy your favorite Hello Tunes. Once inside the copy
feature, just key in the 10digit Airtel mobile number you want to copy the
Hello Tune from and you get the same Hello Tune assigned to your number.
Gift a Hello Tune
Forget gifting chocolates, flowers and greeting cards. Say it with a song
instead! Gift a Hello Tune to that special someone. Just call 55055 and
choose the song that you want to gift. Follow the simple voice instructions
and key in the 10digit
Airtel mobile number that you want to gift the Hello Tune to. You will get
an SMS notification upon successful receipt of that gift.
Buy Music Airtel Music Shops
Buying your favorite Hello Tune or Ring tone is as simple as recharging
your phone with talk time. Simply walk into your nearest Airtel Shop and
walk out with your favorite song. Choose from Bollywood Hits to Indipop

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Remixes, Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to
foot tapping Tamil Hits from a list of more than 18000 songs.
Reach us Anytime Anywhere
In case you need assistance, dial '121' our tollfree
number, accessible from anywhere in the country, even while roaming. You
can also send us an SMS to 121 or mail us at 121@airtelindia.com. *In case
of email, mention your mobile no. like, 9810012345, in the subject of the
mail for a quicker response.

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Airtel Postpaid
Airtel welcomes you to a vibrant world of unlimited opportunities. More
exciting, innovative yet simple new ways to communicate, just when you
want to, not just through words but ideas, emotions and feelings. To give you
the unlimited freedom to reach out to your special people in your special
way.
Easy Billing
Enjoy a host of rich features only with Airtel ebill. Register free on ‘My
Airtel’ section and view your monthly bill with call details for last three
months. Sort your calls between personal and official or analyze your usage,
at the click of a button. To change your tariff plan call our IVR at 121 and
leave a request.
Easy Payment Options. Anytime Anywhere
You can choose from a host of convenient payment options only with Airtel.
Walk into any Airtel relationship centre and make your payments by cash or
credit card. Drop a cheque at any of the drop boxes for making payments or
simply log on to My Airtel section and pay instantly through your credit
card. You can also opt for easy payment options like:

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Standing Instructions
You can give us standing instructions to debit your credit card account for
your monthly Airtel bills. All you have to do is fill the Standing Instruction
Form and mail, fax it to us or drop it any of our relationship centres.
Electronic Clearing System
Fill an ECS form and mail, fax it to us or drop it any of our relationship
centres to directly debit your bank account for your monthly Airtel bill.
Pay while roaming
Airtel has introduced 'Anywhere payment' that offers you the convenience of
making payments while you roam. Walk in to any Airtel Relationship Centre
in the country, make payments by cash or credit card and enjoy
uninterrupted Airtel Services.
Credit limit
Your preset credit limit mentioned on your monthly bill helps you keep your
mobile charges in control, keeps track of your usage and ensures that your
mobile phone is not misused. Should you exceed your credit limit, you will
be informed via a voice or a nonvoice message to make an interim payment
and reduce your account balance below your credit limit. You may also
choose to pay us an additional refundable deposit to enhance your credit

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limit or opt for our convenient payment method of Credit Card Standing
instruction .You can also make use of ECS facility.
Strong Network Coverage
Enjoy complete clarity when calling with Airtel .It offers you world class
technology and unbreakable network coverage that spans over 23 circles
across the country.
Long Distance Calling Facility
Call long distance calls in India and Overseas with STD / ISD facility on
your Airtel phone.
Widest Roaming National and International
Airtel's roaming service allows you to stay connected and use your mobile
phone to make or receive calls from almost anywhere in India and also over
160 countries, abroad.
GPRS Roaming
Use Airtel Postpaid's GPRS services, while roaming, to access the internet
and office mails (eg. BlackBerry services), from almost anywhere in India
and abroad.

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Say it. In more than just words, with Services from Airtel
Airtel brings you a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and
excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification
Presentation, help you do more with your Airtel Postpaid connection!
Conference call
You can hold a teleconference with 5 people simultaneously with Call
Conferencing service from Airtel. In fact, you can set up a conference even
when the other five are using a landline phone. To know more, call customer
service at 121.
Missed call alert
A missed call alert is a SMS that you will receive for all the calls that you
missed. The SMS will detail the CLI and the time when the call was made.
To activate, dial *135*2# then press the call button and wait for the request
to be completed.
Voice Mail

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When your handset is switched off, or you’re too busy to answer the phone,
Airtel Voicemail will answer your calls and record a message. The best part
is that there's no extra monthly cost for setting up Voicemail you just pay for
the phone call when you use the service.
SMS (Short Messaging Service)
Send messages quickly and easily, using text, if it's too noisy to talk or you
don't have much time. It's the way to Share those interesting oneliners,
important reminders and ribtickling jokes, with anyone, anytime,
anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel
mobile phone with Subscription Services. SMS <SUB NEWS> for News,
<SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for
Sports Alerts & <SUB VAASTU> for Vaastu tips to 3333.
MMS (Multimedia Messaging Service):
Jazz up your messages with pictures, images and video clippings, with MMS
from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and
save service settings.

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Airtel Live!
Make your mobile the most happening entertainment destination with Airtel
Live! Airtel brings you the latest in entertainment and information services,
right on your phone!
Airtel Live! WAP Services: Download the latest ringtones, games,
wallpapers, videos and much more. You can also get news clips, watch live
TV and download full songs on you phone! To get Airtel Live! Settings on
your phone SMS 'Live' to 56465 and save the settings that you receive as
your preferred connection. Airtel Live! Portal can be accessed from you
GPRS enabled phone, by sending a SMS 'FUN' to 56465.
Airtel Live! Voice Services:
Just Dial 56465 and say the name of the service. For e.g. say ‘Ring tones’ to
download your favorite ring tones. You can also choose a variety of content
options like Live Cricket Commentary, latest National / International News,
Movie Reviews or Stock Market Updates.
Airtel Live! SIM Services:
Access loads of fun content and exciting services like cricket, stocks, on
your phone at the touch of a few buttons with Airtel Live! SIM based

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Services on your SIM card menu. To download new services on your Airtel
SIM, choose the "What's new" option under the "Airtel services" menu.
Airtel Live! SMS Services:
You can enjoy a hostof services by sending a keyword as an SMS to 56465 !
Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop
Ring tones. In case you need assistance SMS ‘Help’ to 56465.
GPRS (General Packet Radio Services)
Log on to the internet, with GPRS that allows data transmission at a higher
speed. Access emails and internet across Airtel's panIndia presence using
'Mobile Office' with your phone or a phone and laptop both.
Get the EDGE
Browse the internet on your mobile phone with Airtel's EDGE services.
Enjoy live TV, enhanced WAP experience and Airtel Data Cards on our high
speed network.
Hello Tunes
Tired of that boring old ‘tring tring’ on your phone? Well now when a friend
calls, you can make them groove to the hottest new tracks burning up the
music charts with Hello Tunes from Airtel! You get a wide choice of songs

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in the Popular & New Arrivals categories that are updated regularly. What's
more, you can directly call the number for your kind of music, e.g. call
678005 for ‘English New’ and 678001 for ‘Hindi New’. This would directly
take you to your favourite artist's Hello Tunes listing.
Copy a Hello Tunes
Like a tune you want, all you have to do is call 55055 and follow the simple
voice instructions to copy your favourite Hello Tunes. Once inside the copy
feature, just key in the 10digit Airtel mobile number you want to copy the
Hello Tune from and you get the same Hello Tune assigned to your number.
Gift a Hello Tunes
Forget gifting chocolates, flowers and greeting cards. Say it with a song
instead! Gift a Hello Tune to that special someone. Just call 55055 and
choose the song that you want to gift. Follow the simple voice instructions
and key in the 10digit
Airtel mobile number that you want to gift the Hello Tune to. You will get
an SMS notification upon successful receipt of that gift.
Buy Music Airtel Music Shops
Buying your favourite Hello Tune or Ringtone is as simple as recharging
your phone with talktime. Simply walk into your nearest Airtel Shop and

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walk out with your favourite song. Choose from Bollywood Hits to Indipop
Remixes, Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to
foot tapping Tamil Hits from a list of more than 18000 songs.
Reach us, Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number, accessible from
anywhere in the country, even while roaming. *In case of email, mention
your mobile no. like 9810012345 in the subject of the mail for a quicker
response.

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TARIFF STRUCTURE
Prepaid Tariffs
Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all
over the city at over retail outlets including 24hour outlets. Airtel Prepaid
Ready Cellular Card and Recharge Cards are available, all over the city at
over retail outlets including 24hour outlets.
Airtel Prepaid Regular

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449/SUK
PULS Rate 60 sec
Price of Pack(Rs.) Rs.449
Free Airtime on Pack (Rs.) Nill
Incoming Calls (Rs.)
Free
while in
home
network
Airtel
GSM/CD
MA(10Di
git )
Landline/
WLL
Local Rates(Rs./min) Rs.1.20 Rs.2.00 Rs.2.40
STD RATES (Rs./min) Rs.2.75 Rs.2.75 Rs.2.75
USA, CNADA, EUROPE (FIXED
LINE),AUSTRALIA,
SINGAPORE, HONG KONG,
THAILAND,
MALAYSIA,INDONESIA, NEW
ZEALAND.
Rs.6.40
Gulf, Europe (Mobile),
SAARC
countries, Africa & Rest of
the world
Rs.9.20
Cuba, Sao Tome & Principe,
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu,
Cook Islands, Tuvalu,
Tokelau,
Norfolk Island, Sakhalin
Rs.40.00
Local Rates(Rs./min) Rs.1.20
NATIONA(Rs./min) Rs.2.00
INTENATIONAL Rs.5.00
SMS (Rs.)
ISD (Rs./min)
Other Details
*Rs 50 Local AirtelAirtel Mobile talktime per month for 6 months.
* First month AirtelAirtel credit within 72hrs of activation & balance
credit by 1st week of every month)
*The SMS charge as applicable is per 160 characters.
* Validity24 months.

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POSTPAID
Airtel Postpaid allows you to choose from a variety of affordable talk plans,
convenient payment options and host of rich features. So get set to enjoy
a world of limitless possibilities!
You can take 3 Friends and Family numbers:
 Airtel to Airtel (1local no.) – Rs. 0.5 / min.
 Airtel to Airtel (1 STD no.) – Rs 1.5 / min
 ISD calls to US / Canada / South East Asia / Australia / New Zealand)
– Rs. 9.99 / min
You also get FREE alert subscription worth Rs 30 / alert or 3 months on
 News
 Astrology
 Health Tips
The SMS charges as applicable is per 160 Characters.

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PPRROOMMOOTTIIOONNAALL
SSTTRRAATTEEGGYY

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PROMOTIONAL STRATEGY
(Airtel to “Touch Tomorrow” with a new brand vision)
The Bharti Mobile promoted AirTel cellular service will go in for
repositioning of its brand image. The new brand ethos is portrayed in two
distinct fashions the
tag line "Touch Tomorrow", which underscores the leading theme for the
new brand vision, followed by "The Good Life", which underscores a more
caring, more customer centric organization. Aimed at reengineering its
image as just simply a cellular service provider to an all out information
communications services provider, Touch Tomorrow is meant to embrace
the new generation of mobile communication services and the changing
scope of customer needs and
aspirations that come along with it The new communication is about a new
dimension in the cellular category that goes beyond the Internet, SMS,
roaming, IVRS, etc but which engulfs the whole gamut of wireless digital
broadband services that will constitute tomorrows cellular services. The new
campaign is in two phases the first of which will communicate overall brand
philosophy and the second products and services. According to Mr. Jagdish

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Kini, Chief Operating Officer, Bharti Mobile Limited, Karnataka "We are
adopting a new brandplatform Touch Tomorrow not only to reflect our
corporate ethos but
also business strategy". The new identity will have the logo in Red, Black
and White colours along with lower case typography to convey warmth.
AirTel will incorporate the latest branding in all of its communication and
will soon be going in for an enhanced promotional drive to establish the
brand's presence.
LIFE TIME PLAN
PREPAID
card users need not worry anymore about recharging their coupons every
month. Company has launched a plan that allows users to take a prepaid
connection with lifetime validity for a one time payment of Rs. 999.
Subscribers availing themselves of this scheme will also get full talk time for
the recharge coupon they purchase and also have the option to buy
Taiwanese manufactured Bird mobile handsets for as low as Rs. 1,399. The
move is aimed at stopping the churn in the prepaid subscriber base. Once a
subscriber takes this plan, he will always be an Airtel subscriber whether the
mobile is being used or not.

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MARKET SITUATION
At the time of launch
The first mover in the market was Airtel which launched its services in Delhi
in Aug 1995 (Informal launch). Essar Cellphone followed by launching its
services informally in Oct 95. At this point of time, the market was at a
nascent stage, awareness level was low and both operators independently
tried to spread awareness and educate the people Once the networks were
commercially launched, it became a number game with a multitude of
schemes being offered to woo customers Initially the cellphone was
perceived as a status symbol and utility took a back seat The target segment
in Delhi were corporate and the high income group. The average capacity
installed was for 1.5 lakh subscribers. This coupled with the steep license fee
paid to DOT put pressure on the operators to breakeven by rapidly
expanding their markets. In the first two years, this led to a number of
schemes being offered and prices crashing.

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COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market picking
up the bulk of the high usage premium clients. This is a very competitive
industry with the two companies differentiating either on valueadded
services or price. Airtel is perceived as the high quality provider and has a
premium image. Essar, on the other hand, is perceived as the lower end
service provider. Airtel positions itself as the market leader on the basis of
the number of subscribers. Essar is trying to counter this by emphasizing on
the reach of its network and the quality of its service. However, Essar is
somewhat not been very successful largely due to the inconsistency in
advertising To promote themselves, both the players have been dependent on
tactical advertising However, they have restrained from using comparative
advertising Hoardings have been a very popular medium for carrying the
advertisements Airtel has also been advertising on television using the Bharti
Telecom name.
SALES DEPARTMENT AND STRATEGY
A. Major Accounts (Direct Channel)
 Handles corporate (named and famed) accounts
 Forecasting of sales
 Mapping the accounts

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 Providing after sales support to the subscribers.
 Maintaining call reports for records.
 Providing Feedback to the marketing department regarding the
requirement of the market.
B. IDC (indirect Channel)
 Handling distribution
 Maintaining records and level check of the channel partner
 Liaisoning between the channel partner and the company.
 Target achievement
 Training the executives of the channel
C. Distribution Support
1. Logistics
 Monitor handset and SIM card requirements of channel partners and
coordinate with stores
 Settle areas of concerns such as incentive claims of channel partners
2. Rental
 Provide cellular services (SIM cards) on rent.
 Provide cellular phones on rent
 Useful for people visiting Delhi for a short interval.

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3 Telesales
 Call customers and generate sales lead.
 Follow up with the customers, if they need any assistance
 Pass on the sales lead to the channel department.
4 Audit
 Consultant to the AirTel showrooms.
 Monitor the operations at the AirTel distribution outlets Organize
training.
5. Retail
 Locate shops to open retail counters.
 Monitor the retail counters.

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MARKET SEGMENTATION
Segmentation is beneficial because of better predictability of the target
consumer group, minimization of risk exposure, better ability to finetune A
product / service to the requirement of target buyer and the resultant ease in
designing a proper designing marketing mix strategy In this case
segmentation is on the bade of income. In evaluating different market
segments the company looks at two factors The overall attractiveness of the
segments and the company's objectives & resources The present market for
Cellular phones, pagers and conventional phones is as follows Premium
Middle Economy Upper Lower Upper Lower Upper Lower Cellular Phones
X X X Pager X X X X Conventional Phones X X X X X X Market Segment
Targeted
TARGET MARKET SEGMENT
Airtel has targeted the premium and upper middle class. The rationale behind
it is that only those segments should be targeted who value time and have the
paying capacity. It Is also planning to target the business tourists during their
stay in the capital About 60% of the clientele are top executives of corporate
houses. About 15% are foreign organisations and the rest are professionals
and small businessmen. During the introduction stage there was intense
pressure to get consumers across to hook up with their brand, because
getting them to switch brand loyalty later would be hard So far Airtel

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marketers have been concentrating totally on the business executive class but
now that the basic viable volumes has beer) built up and prices have declined
to a certain extent they are planning to venture further a field.
POSITIONING
The product is sought to be positioned as a business efficiency tool. A
lifestyle revolution and a status symbol The emphasis is to remove
misconception that the cell phone is an expensive means of communication
and drive home the point that the cell phone is actually a day to day utility
PRODUCT POLICY AND PLANNING
The product or service is the heart of the marketing mix. Without a product
or a service customers' needs cannot be satisfied. The basic product promise
by Airtel is mobility. Airtel's main marketing strategy is to be a first mover
all the time. It has recognised the significance of making the first move
because in the field of Communication & Information Technology changes
occur at a tremendous pace. Effective product segmentation has to be carried
on continuously because basic services can be and will be copied and in time
become expected component of the product. Airtel seeks to carry out this
segmentation through provision of new information services and making
new facilities available. The product policy and planning depends on the
stage of the product life cycle. At present the cellular phone market has

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reached the maturity stage. Since, the premium segment is nearing saturation
the company targeting the upper middle and middlemiddle class. In order to
do so Airtel is trying to optimise the price performance package by offering
suitable "product bundling". This involves the selection of the suitable
hardware (handset) and its software (its services.) with reasonable price in
order to deliver maximum price performance to its customers. In addition, it
offers free Airtime services and other concessions to make the prices and
thus the product more attractive. It has also opened a 24 hours customer
service. Only price doesn't serve as an effective differentiator, value added
services become the effective differentiator.
The "Value Added Services" provided from Airtel are:
i )Voice Mail service This system is similar to the answering machine if
the user is not able to answer a call for some reason the caller can leave
messages in the voice mail box which can be later retrieved by the user
ii) Short Message Service The short message service is like a two way pager.
It gives an option of sending and receiving text messages directly from one
mobile phone to another without the intervention of an operator.
iii) Mobile Fax 1 Data Service This service helps the subscriber to send and
receive Faxes, access Email, download computer files from other systems
and remotely log on to another computer and surf the Internet.

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iv) Cash Card The cash card is a prepaid and preactivated card which allows
the buyers to buy air time in advance. All it requires is the payment of an
initial amount. This is a useful service for people who travel to Delhi often
and those who want to control the expenses on their calls.
v) Caller ID Displays calling person's number.
vi) Outgoing call restriction To prevent or limit outgoing calls, for example,
in peak hours. Also possible to exclude one or several countries, or any
geographical region, to permit only local calls, or to limit the outgoing calls
to a listed number.
viii) Call forward Incoming calls can be forwarded to another fixed or
mobile phone. Besides these some other services provided by Airtel are Call
conferencing, Call Broadcast et cetera. It is in the operators Interest
that they not only get many subscribers but also get them to use the mobile
facility frequently. In the early stages getting increases to subscribe may be
easier than getting them to talk since they will find it costlier to use the
mobile phone as compared to a conventional phone [if is believed that
initially cell phones would be used buy.
viii) Roaming Facility Roaming facility is available while the subscriber is
travelling. The billing is done in the home network (Delhi). Roaming facility
is available manually* as well as semi automatically. Once a subscriber is In

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any other city or country, where a GSM network is available, simply insert
the SIM card of the local operator Into your handset and start talking.
* Manual Roaming means a separate SIM card is provided for each city
** Semi automatic roaming means one card has the facility for different
cities.
AIRTEL'S MARKETING ORIENTATION.
Since this is a high involvement expensive product, the service provider has
to fully take care of the customers.
a) They take personal responsibility to "get" the answer for any problem
faced by the customer
b) They anticipate customers' problems and take proactive steps to prevent
them
c) They give answers to the questions & requests, quickly & efficiently.
d) They have a positive tone & manner while interacting with customers.
e) They end the interaction on a positive or a humorous note making the last
30 seconds count. Airtel realises that attracting people 'Is easy but converting
them into loyal customers is hard, hence emphasis is on maintaining a
'Smiling and a Friendly Atmosphere' to please and retain the customer.
PRICE AND PRICING POLICY

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AIRTEL has realised that the Indian market is price sensitive. Therefore it
care of the has come up with various innovative tariff schemes to take needs
of different category of customersGenerally, the cellular services are more
expensive than the land line based telephone services. This is due to the
reason that the operating companies are required to pay a fee to the
government for using airtime.

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MARKETING STRATEGY ADOPTED BY
BHARTI AIRTEL
Bharti has spent a considerable amount on advertising its mobile phone
service, Airtel. Besides print advertising, the company had put up large no of
hoardings and kiosks in and around Delhi. The objective behind designing a
promotion campaign for the ‘Airtel’ services is to promote the brand
awareness and to build brand preferences. It is trying to set up a thematic
campaign to build a stronger brand equity for Airtel. Since the cellular phone
category itself is too restricted, also the fact that a Cellular phone is a high
involvement product, price doesn't qualify as an effective differentiator. The
image of the service provider counts a great deal. Given the Cell phone
category, it is the network
efficiency and the quality of service that becomes important. What now the
buyer is looking at is to get the optimum priceperformance package.
This also serves as an effective differentiator Brand awareness is spread
through the' campaigns and brand preference through brand stature. Airtel's
campaign in the capital began with a series of 'teaser' hoardings across the
city,' bearing just the company's name and without explaining what Airtel

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was. In the next phase the campaign associated Airtel with Cellular only
thereafter was the Bharti Cellular connection brought up. Vans with Airtel
logos roamed the city, handing out brochures about the company and its
services to all consumers. About 50,000 direct callers were sent out. When
the name was well entrenched in the Delhiites’s mind, the Airtel campaign
began to focus on the utility of Cellphone. In the first four months alone
Airtei's advertisement spend exceeded Rs. 4 crores. As of today the
awareness level Is 60% unaided. This implies that if potential or
knowledgeable consumers are asked to name a Cellular phone service
provider that is on the top of his/her mind 60% of them would name Airtel.
As for aided it is 100% (by giving clues and hints etc.). Brand strength of a
product or the health of a brand is measured by the percentage score of the
brand on the above aided and the unaided tests. The figures show that Airtel
is a healthy and a thriving brand. Every company has a goal, which might
comprise a sales target and a game plan with due regard to Its competitor.
Airtel 's campaign strategy is designed keeping in mind its marketing
strategy. The tone, tenor and the stance of the visual ads are designed to
convey the image of a market leader in terms of its market share. It tries to
portray the image of being a "first mover every time" and that of a "market
leader". The status of the product in terms of its life cycle has just reached
the maturity stage in India. It is still on the rising part of the product life
cycle curve in the maturity stage. The diagram on the left hand side shows

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the percentage of the users classified into heavy, medium and low categories.
The right hand side shows the revenue share earned from the three types of
users. Airtel, keeping in mind the importance of the customer retention,
values its heavy users the most and constantly indulges in service innovation.
But, since heavy users comprise only 15 20% of the population the other
segment cannot be neglected. The population which has just realised the
importance of cellular phones has to be roped in. It is for this reason that the
service provider offers a plethora of incentives and discounts. Concerts like
the "Freedom concert" are being organised by Airtel in order to promote
sales. The media channel is chosen with economy in mind. The target
segment is not very concrete but, there is an attempt to focus on those who
can afford. The print advertisements and hoarding are placed in those
strategic areas which most likely to catch the attention of those who need a
cellular phone. The product promise (which might cost different 1 higher) is
an important variable in determining the target audience. Besides this, other
promotional strategies that Airtel has adopted are .
(i) People who have booked Airtel services have been treated to exclusive
premiers of blockbuster movies. Airtel has tied up with Lufthansa to offer
customer bonus miles on the German airlines frequent flier's programs.
(ii) There have been educational campaigns, image campaigns, pre launch
advertisements, launch advertisements, congratulatory advertisements,

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promotional advertisements, attacking advertisements and tactical
advertisements.
DISTRIBUTION
The company whose operations are concentrated in and around Delhi. It 27
Franchisees and 15 DistributorsThey also have 8 'instant access cash card
countersEach franchises or distributor can have any number of dealers under
him as long as the person is approved by the Airtel authority. Each
franchises has to invest Rupees Ten Lakhs. to obtain a franchise and should
employ an officer recruited by Airtel. This person acts as an liaison between
the company and the franchises. The franchises can it any number of dealers
as long as their territories do not overlap. But unfortunately Airtel has not
been very successful in controlling territorial overlaps of dealers. The
Company
Franchisee
Dealer
Customer
Distributor
Dealers
Customer

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franchises can carry out his 1 her own promotional strategy. For this the.
company contributes 75% of the money and the franchises contributes 25%
of the money. The dealer under the franchisee receive the same commission.
The franchises and Company Franchisee Distributor Dealer Dealers
Customer Customer the dealer obtain the feedback from the customers and
they are sent through the liaison officer on a daytoday basis to Airtel. The
dealer has to invest Rupees. One Lakh as an initial investment. The dealer of
Airtel are not allowed to provide any other operators' service. Target set for
distributors and the dealers is 100 150 activations per month. Hence the
dealers can also go for their own promotions like banners and discounts on
festivals etc. The dealer provides service promptly. The consumer on
providing the bill of purchase for the handset and proof of residence has only
to wait an hour before getting connected.
The staff of the dealers and the franchisees are provided training by the
Airtel personnel.
The complaints encountered by the franchisees and dealers are either handset
being nonfunctional or the SIM Card not getting activated. Anything more
complicated is referred to the main Airtel office in Delhi.
WHAT DOES AIRTEL OFFER?
With Airtel, the subscriber wouldn't just get a personal phone that lets
him/her be in touch, always, but also gets a host of benefits that let him/her

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manage his/her time like never before. An Airtel subscriber is provided with
a Subscriber Identity Module Card (SIM card) that is the key to operating
his/her cellular phone. His card activates Airtel cellular services and contains
a complete microcomputer chip with memory to enable one to enjoy one's
cellular phone thoroughly.
Each SIM card contains a PIN code (Personal Identity Number) which may
be entered by one. Just plug your SIM card into your cellular phone, enter
the PIN code and it becomes 'your' personal phone'.
PRODUCT LIFE CYCLE
The pattern of cellphone subscriber growth observed elsewhere in the world
reveals that the growth in the market is Initially slow followed by a sharp
acceleration, but so far that has not happened in India. As far as the Product
Life Cycle is concerned. Indians are at the beginning of the maturity stage.
introdction Growth Maturity

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OBJECTIVES OF THE STUDY
Objectives:
 To study the importance and development of tele – communication
industry in today’s scenario.
 To understand the various Marketing Strategies which Airtel has
adopted to survive in highly competitive cell phone industry.
 To make a comparative study of the major players in Indian Service
Provider.
RESEARCH METHODOLOGY
The methodology adopted for this project is exploratory in nature since there
is no hypothesis that has to be tested. The conclusions have been drawn by
exploratory research work. There have been two sources of information
collected:
a) Primary Sources
I have met retailers of the Airtel of the company and have been able to get
first hand information regarding the product, its features and the buying
patterns of the product. Their input has been valuable.
b) Secondary Sources
Secondary source has played a vital role to play in this report. A good
amount of data has been collected from various published articles and

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reports found in magazines and journals. Another vital source has been the
Internet and particularly the companies own website.
LLIIMMIITTAATTIIOONNSS

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LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful result but
as nothing in this world is 100% perfect I believe that there will still the
chance for error on account of following limitations
(1) Respondent’s unavailability.
(2) Time pressure and fatigue on the part of respondents and interviewer.
(3) Courtesy bias.

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FINDINGS
1. Do you believe that India is potentially one of the most exciting
mobile service providers in the world?
Company Yes NO
Airtel 4 1
Vodafone 4 1
Idea 4 1
MTNL 4 1
As according to the above table 16 (80%) out of the total 20 interviewed
people in all the above four specified Indian mobile service providers are of
belief that India is potentially one of the most exciting mobile service
providers in the world, whereas some 4 (20%) of them do not agree to this

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view.
2. Do you find that the government’s telecom policy has had the
most radical impact on the development of mobile service
providers?
Company Yes No
Airtel 4 1
Vodafone 3 2
Idea 3 2
MTNL 5 -
As according to the above table 15 (75%) out of the total 20 interviewed
people in all the above four specified Indian mobile service providers find
that the government’s telecom policy has had the most radical impact on the
0 2 4 6 8 10 12 14 16 18
Yes
No
Airtel
Vodafone
Idea
MTNL

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70 | P a g e
development of mobile service providers, whereas some 5 (25%) of them
deny this.
3. Do you believe that one of the challenges facing mobile operators in
India is the diversity of the coverage regions?
Company Yes No
Airtel 2 3
Vodafone 3 2
Idea 3 2
MTNL 2 3
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
yes no
airtel
vodafone
idea
mtnl

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4. To what extent, does you find that mobile service providers is a very
complex standard?
Company To some extent
(1-5)
To great extent
(6-8)
Airtel 2 3
Vodafone 3 2
Idea 3 2
MTNL 2 3
As according to the above table 10 (50%) out of the total 20 interviewed
people in all the above four major the mobile service providers in Indian
0
0.5
1
1.5
2
2.5
3
yes no
Airtel
vodafone
Idea
MTNL

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Cellular industry find only to some extent that GSM is a very complex
standard, whereas the another 10 (50%) respondents find to great extent that
mobile service providers is a very complex standard.
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling
the requirements for a personal communication system?
Company Yes No
Airtel 9 1
Vodafone 8 2
Idea 8 2
MTNL 5 5
As the above shows 30 (75%) out of total 40 respondents are of the belief
that mobile service providers comes close to fulfilling the requirements for a
0
0.5
1
1.5
2
2.5
3
3.5
To some extent(1-5) To great extent
(6-10)
airtel
vodafone
idea
MTNL

73. 73 | P a g e
73 | P a g e
personal communication system, whereas 10 (25%) of them are in no way to
this belief.
2. Do you find that mobile service providers as the most exciting and
satisfying mobile standard?
Company Yes No
Airtel 9 1
Vodafone 7 3
Idea 8 2
MTNL 8 2
0 2 4 6 8 10
yes
no
MTNL
idea
vodafone
airtel

74. 74 | P a g e
74 | P a g e
As the above shows 32 (80%) out of total 40 respondents find that mobile
service providers as the most exciting and satisfying mobile standard,
whereas the remaining 8 (10%) respondents deny this.
3. Do you believe that your service provider has a genuine commitment
to creating a modern and efficient communications?
Company Yes No
Airtel 10 --
Vodafone 8 2
Idea 10 --
MTNL 8 2
As the above shows 36 (90%) out of total 40 respondents are of the belief
that their service providers have a genuine commitment to creating a modern
0 2 4 6 8 10
YES
NO
MTNL
Idea
Vodafone
Airtel

75. 75 | P a g e
75 | P a g e
and efficient communications whereas the remaining 4 (10%) respondents
deny this.
SWOT ANALYSIS
STRENGTHS
 Cost advantage
 Current leaders in quality service
 Largest distribution network
 Ability to constantly innovate
 Highly skilled workforce
 Entrepreneurial zeal
 Airtel’s increased equity and market cap.
0 2 4 6 8 10 12
yes
no
MTNL
Idea
vodafone
Airtel

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WEAKNESSES
 To prove credibility
 Price pressures
 Need for Government support
 Awareness
 Sales and Marketing
OPPORTUNITIES
 To sustain passion and commitment
 Airtel’s market share increasing at other service provider expense.
Thus opportunity to wipe it out.
 Attain higher value services
 Collaborative business needs to be explored
 Vertical repeatable solutions.
 Low penetration level in rural markets.
THREATS
 Foreign investment
 Global trends moving from GPS to WLL.
 Lack of global parity in telecom tariff
 Other competition

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CONCLUSION
From above the details I conclude that 70% Airtel users preferred to remain
with Airtel. Also good no. of users who were willing to switch from their
respective subscribers showed interest in Airtel. Hence, these statistics imply
a bright future for the company. Also the company is now providing more
services like the door to door services which is you dial theAirtel customer
care and would like to send someone flowers the Airtel company delivers
those flowers to the person concerned. Also Airtel is providing free text
messaging service and free voice mail service. Callconferencing is also
another feature Airtel provides.

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BIBLIOGRAPHY
 Bernard J. T. Mallinder. Specification Methodology Applied to the
GSM System. In EUROCON 88, June 2005.
 Seshadri Mohan and Ravi Jain. Two User Location Strategies for
Personal Communication Services. IEEE Personal Communications.
1(1), 1994.
 Moe Rahnema. Overview of the GSM System and Protocol
Architecture. IEEE Communications Magazine. April 1993.

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 C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V
Macario, editors, Cellular Radio Systems, Artech House, Boston,
1993.
 Robert G. Winch. Telecommunication Transmission Systems.
McGrawHill New York, 1993.
 Vodafone
 Airtel
 Idea
 MTNL

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QUESTIONNAIRE
NAME:______________________
ADDRESS:_______________________
OCCUPATION_________________________
1. Do you believe that India is potentially one of the most exciting mobile
service providers in the world?
Company Yes No
Airtel
Vodafone
Idea
MTNL
2. Do you find that the government’s telecompolicy has had the most
radical impact on the development of mobile service providers?
Company Yes No
Airtel
Vodafone
Idea
MTNL

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2- Do you believe that one of the challenges facing mobile operators
in India is the diversity of the coverage regions?
Company Yes No
Airtel
Vodafone
Idea
MTNL
3. To what extent, does you find that mobile service providers is a
very complex standard?
Company To some extent
(1-5)
To great extent
(6-8)
Airtel
Vodafone
Idea
MTNL

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CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to
fulfilling the requirements for a personal communication system?
Company Yes No
Airtel
Vodafone
Idea
MTNL
2. Do you find that mobile service providers as the most exciting and
satisfying mobile standard?
Company Yes No
Airtel
Vodafone
Idea
MTNL

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3. Do you believe that your service provider has a genuine commitment
to creating a modern and efficient communications?
Company Yes No
Airtel
Vodafone
Idea
MTNL