it is good project

1. 1
IINNTTRROODDUUCCTTIIOONN
SALES PROMOTIONALACTIVITIES
Promotion is true that products are manufactured to satisfy the needs of the
consumers.. But alone is not enough. Today the responsibility of the manufacturers does
not cease with physical production whatever may be the nature of the product. The
present day marketers are consumer oriented where it is the duty of the manufacturers to
know from where, when, how and what price the products would be available. Successful
marketing consists in offering the right product of the right price of the right place (and
time) with right promotion.
In course of time, various activities came into vogue designed particularly to help
easy sale of goods. These activities commonly known as promotional Mix. The marketing
communication Mix also called as the “Promotion Mix” consists of four major tools.
1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling
IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a product, a service
or an AIRTEL. The real objective of advertising is effective communication between
producers and consumers. In other words the ultimate purpose all advertising is
“Increased awareness” list of the following specific objectives of advertising.
To make on immediate AIRTEL
To build primary demand
To introduce a price deal
To inform about a products availability
To increase market share
To help salesman by building on awareness of a product among retailers
To increase the frequency use of a product.
To build overall company image
To build brand recognition

2. 2
NEED FOR THE STUDY
Consumer satisfaction is the most important objective for any manufacturing
concern to successfully market its products. Airtel has from gradually and would want to
take a stock of the satisfaction level of consumers and define areas where possible
improvement may be made. The research work has been therefore selected in this area.
The company which produces products doesn’t give life to sustain in competition
without sales of products. So sales are important function of the manufacturing company
to get profits. Through sales only wealth maximization if possible.
Advertising are also one of the important functions in marketing. Through
Advertising only one company can sell its products. Here the distribution channels
contain the dealers. Who are very near to the customers and act as middlemen between
the organizations. So there is a need to study sales and distribute on strategies.
Advertising system includes Advertising channels. Which are sets of independent
organizations involves in the process of making a product (or) a service available for the
consumption. Advertising network is necessary for smooth flow of goods.

3. 3
SCOPE OF THE STUDY
The study aims to measure satisfaction level of the dealers regarding Bharti Airtel
Limited. The area within which the study was conducted regarding the information the
primary data is collected in the form of questionnaire collected from the dealers in
Rangareddy district. To sum up the project had within the scope of the study in the area of
“EFFECTIVENESS of SALES and Advertising” of Bharti Airtel Limited in
Rangareddy district for a particular time period.

4. 4
OBJECTIVES OF THE STUDY
 To know the customer opinion about tariff rates of Airtel (Sales).
 To know the brand loyalty of Airtel.
 To know the influencing factors of Airtel (Service of Airtel).
 To know the market share of the Airtel.
 To know the sources of awareness for the customers.
 To know the customer satisfaction on network of Airtel.
 To know the satisfaction on Services Provided by Airtel.
 To know the satisfaction of customers on Recharge and Top up cards when
compare to other competors

5. 5
RESEARCH METHODOLOGY
One of the important tools for conducting marketing researching is the
availability of necessary and useful data. Data collection is more of an than science the
methods of marketing research are in a way the methods of data collection. The
sources of information fall under two categories.
Primary data:
Primary data are data gathered for a specific purpose or for a specific research
report.
For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper
data collection the questionnaire is divided into 2 sections. Both the sections are meant
for the respondent only.
Secondary data:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history
various products manufacture by its etc.
.
.

6. 6
LIMITATIONS OF THE STUDY
 Time is the main limitation for the study, as project was restricted only for 45
days.
 The methods used in this project are random sampling methods and results
obtained may not be accurately fully accurate and believable.
 The research has been centered to only one hundred Customers of Airtel, rather
than innumerable Customers dealing with different products of different brands
across the globe.
 The analysis is purely based on closed ended questions and due their deliberate
manipulation, important information may be lost and even barriers of
communication would cause a limitation.
 The whole project research was confined to only customers of Airtel
 The research was done with the help of employees of the organization for some
of the dealers and their barriers of communication or way to represent the topic
would differ and actual information would be lost.
 The dealers responded during the survey were possessing primary education
and their views would not be able to provide the required information.

7. 7
INDUSTRY PROFILE
INTRODUCTION
India is the world’s second-largest telecommunications market. The telecom
infrastructure in India is expected to increase at a compound annual growth rate (CAGR)
of 20 per cent during the period 2008–2015 to reach 571,000 towers in 2015.
The mobile phone industry in India is likely to contribute US$ 400 billion to the country’s
gross domestic product (GDP) and has the potential to generate about 4.1 million
additional jobs by 2020, as per Ms Anne Bouverot, Director General, Groupe Speciale
Mobile Association (GSMA). The mobile ecosystem generated approximately 5.3 per
cent of the GDP for India, and directly supported 730,000 jobs in 2012, according to the
report titled ‘Mobile Economy India 2013’ released by GSMA in association with the
Boston Consulting Group (BCG).
“India is a place for investment and innovation for Vodafone. India is one of the two
biggest markets for us along with Germany. The company is investing nearly US$ 3
billion over the next two years in India in expanding its network infrastructure and
distribution channel in the country,” according to Mr Vittorio Colao, CEO, Vodafone Plc.
HISTORY
Telecom in the real sense means transfer of information between two distant points in
space. The popular meaning of telecom always involves electrical signals and nowadays
people exclude postal or any other raw telecommunication methods from its meaning.
Therefore, the history of Indian telecom can be started with the introduction of telegraph.
Introduction of the telephone
In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and
The Anglo-Indian Telephone Company Ltd. approached the Government of India to
establish telephone exchanges in India. The permission was refused on the grounds that
the establishment of telephones was a Government monopoly and that the Government
itself would undertake the work. By 1881, the Government changed its earlier decision

8. 8
and a licence was granted to the Oriental Telephone Company Limited of England for
opening telephone exchanges at Kolkata, Mumbai, Chennai (Madras) and Ahmedabad. 28
January 1882, is a Red Letter Day in the history of telephone in India. On this day Major
E. Baring, Member of the Governor General of India's Council declared open the
Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named
"Central Exchange" was opened at third floor of the building at 7, Council House Street.
The Central Telephone Exchange had 93 number of subscribers. Bombay also witnessed
the opening of Telephone Exchange in 1882.
Key Statistics
The telecommunications industry attracted foreign direct investments (FDI) worth US$
12,889 million in the period April 2000–September 2013, according to data published by
Department of Industrial Policy and Promotion (DIPP).
The country’s GSM operators added 1.66 million rural subscribers in October, taking
their overall user base to 274.32 million, according to data released by the Cellular
Operators’ Association of India (COAI). The telecom companies are looking at rural
India to add users and revenues.
Market Dynamics
India could emerge as a low-cost hub for testing security-sensitive IT products used in
telephone and other critical infrastructure networks, with the country being recently given
the 'authorising member nation' status in the Common Criteria Recognition Arrangement
(CCRA). Laboratories in India could offer testing services at much lower costs compared
to other CCRA labs in Western markets, highlighted Mr Rajan Mathews, Director
General, COAI – the industry body representing GSM operators.
India has over 50 per cent mobile-only internet users, possibly the world’s highest
compared to 20–25 per cent across developed countries, according to Avendus Capital.
More so, gaining impetus from the increasing penetration of smartphones and a whole
host of mobile-only content, the Indian mobile advertising market is estimated to reach Rs
2,800 crore (US$ 457.52 million) by 2016 from the current Rs 180 crore

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Increasing demand for smart phones and availability of high speed networks, such as 3G
and 4G services, has resulted in the rapid growth of the Indian market, besides offering
immense opportunities to players involved in the business. The RNCOS’ research study,
‘Indian Mobile Gaming Market Forecast to 2017’ estimated the market to reach Rs 18.5
billion (US$ 302.28 million) in 2017 and grow at a CAGR of nearly 24 per cent during
the period 2013–2017.
Key Developments & Investments
 Vodafone India, the local arm of UK's Vodafone Group Plc, plans to spend around
Rs 7,000 crore (US$ 1.14 billion) in the country, in addition to its annual capex of
Rs 5,000 crore (US$ 817 million) over the next few years, to expand its data
network and coverage, said Mr Marten Pieters, CEO, Managing Director,
Vodafone India.
 ZTE Corp is targeting US$ 800 million revenue from India next year. The
company expects a significant portion of the revenue growth to come from its
handset business. In addition, ZTE has bagged a deal to manage Airtel’s 4G
network in Kolkata and Punjab.
 The Chennai-based mobile phone retailers, UniverCell will double its retail
footprint to 1,000 outlets by the end of March 2015 from the present 500.
 Viom Networks is looking to add between 1,500 and 2,000 mobile towers by this
fiscal end. The company is expected to invest approximately Rs 150 crore (US$
24.51 million).
 Micromax will start assembling phones at its Rudrapur plant by the first quarter of
2014. The facility employs over 400 people.

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Government Initiatives
An empowered group of ministers (EGoM) has cleared the mergers and acquisitions
(M&A) guidelines for the telecommunication sector, in order to encourage consolidation
in the sector.
The Telecom Commission has ratified the Rs 5,000 crore (US$ 817 million) government
proposal to give away 2.5 crore mobile handsets at subsidised prices.
The telecom tower provider industry has been granted the 'infrastructure' status, a move
that will make tower providers eligible for viability gap funding, higher limit on external
commercial borrowings (ECBs), lower import duties and exemptions on excise duty on
telecom infrastructure equipment.
The Government of India's decision to allow 100 per cent foreign direct investment (FDI)
in telecommunication sector will enable foreign telecommunication companies to buy out
their Indian partners. At present, India permits up to 74 per cent FDI in the sector – 49 per
cent through the automatic route and the rest after Foreign Investment Promotion Board
(FIPB) approval.
The Government intends to make India a teleport hub, enabling it to become an up-
linking/down-linking centre. The initiative is expected to facilitate foreign investments,
better technology and sustainable employment opportunities in the country. The
Government has recently given its nod to 74 per cent of FDI in DTH, IPTV, and mobile
TV.
According to the new guidelines issued by the DoT, foreign entities can participate in the
2G auctions directly and obtain a licence. The initiative is expected to make the upcoming
auctions more attractive to certain foreign players such as Telenor, which wanted to bid
directly without an Indian partner in the auctions. There will be a lock-in period of three
years.

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Road Ahead
The DoT will encourage telecom service providers to share their infrastructure, according
to Mr M F Farooqui, Telcom Secretary, Government of India. The telecom industry and
the Government need to work together to attract investments and exploit advances in
technology. With the success in voice-connectivity being carried forward to data and
emerging technologies including cloud computing, the government is targeting broadband
connectivity from 15 million currently to over 600 million in 2020.
On the back of the ongoing investments into infrastructure, the country is projected to
witness high penetration of internet, broadband, and mobile subscribers in the near future.
Various policy initiatives by the Indian government have led to a complete transformation
of the industry in the last decade. It has achieved a phenomenal growth during the last
few years and is poised to grow further.
The real-action starts now for the Indian telecom industry at the onset of new financial
year. Amidst the scams and licensing issues, India is still one of the fastest growing
telecom markets. The growth is driven by increased adoption of mobile phones and
seamless rural connectivity. There is still ample space for growth left in the market,
before moving to maturity and consolidation efforts.
Finally Consolidation is here
Telecom business in India is dependent on volumes, rather than margins. The prediction
of 2010 around consolidation of operator market into 4 or 5 national operators is now
likely to become a reality. Due to repeated regulator interventions on voice tariffs, the
voice ARPU in Indian market is one of the lowest in the world. This helps a lot in
improving penetration in the market, particularly in rural areas. However, it raises serious
challenges to operator’s profitability.

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New Revenue Stream through Next Gen Services
However, in a highly price sensitive market, there has been significant uptake of Value
Added Services, particularly that of entertainment and social networking applications.
The Indian market is very price sensitive and characterised by high volumes and low
margins. Since the launch of 3G, the Government of India has focused on increasing
broadband connectivity throughout India to provide e-learning, tele-medicine and
government services. Operators are also exploring new business model like mobile
money, M2M, surveillance, cloud Storage, OTT messaging, authentication services and
mobile advertising. While voice revenues stagnate, video, data and other new business
models will keep on balancing the revenue streams for operators.
Rural is going to be the focus
The rural tele-density in India is about 38% as on January 2013 according to TRAI.
Industry observers have predicted that the next wave of growth will come from rural areas
and it looks most likely to happen going by the current trends. Hence, mobile operators
are expected to focus more on programs targeted at improving penetration in rural
markets. We may see resurgence of Rural focussed campaigns and first time internet
users on mobile may surprise the industry with data and VAS consumption. Operators
will adopt innovative strategies to reach out to rural population through public/private,
profit/non-profit and organized/unorganised organization networks.
Need for regulatory support
Regulation will have to do a lot of support to re-invoke the vigour of Indian telecom
sector. A policy to ensure that National Development goals are met through dynamic
market play and advancing technology is the need of the hour. Transparent policy on
license and spectrum, and support for opening of new business models and segments will
be of importance to this. A government staged/supported FDI in telecom will revive the
sectors uncertain outlook.

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Technology will hold the key
The market is likely to move towards adoption of LTE and 4G over the coming year.
Enhanced bandwidth, flexibility, and agility provided by technology adoption will enable
an advanced telecom ecosystem.
Operators will need to do a lot of technology revamp across infrastructure, and deploy
specialized applications like analytics in order to win the new age market. Applications
that support new business models like mobile money and mobile advertising, as well as
provide actionable insights into areas like customer experience will enable success in
leveraging the market conditions. Transactions in e-commerce space are likely to reach
the peak of hype cycle and online security becomes a real threat. Significant upgrade of
technical capabilities will be required to enable integration of subscriber database with
Aadhaar numbers.
Telecom and mobile communications are enabling other industry sectors such as banking,
energy, education, health etc. Telecom will thus become a pivotal industry in enabling
industry convergence.
Customer Experience is the new Differentiator
As the number of connected devices and transactions multiple, the market will move to
the big data era, where high volume transaction processing, warehousing and analytical
capabilities will matter. Big data analytics will provide immense opportunities to enhance
customer experience, and thus to differentiate in a highly competitive market. Operators
focusing on customer experience through campaigns around better network, speed and
innovative products and services will generate substantial incremental revenue, which
will lead to long term sustainability.
As the market matures and competition intensifies, operators will have to differentiate
their services with respect to customer focus, personalization and delivering tailored
offers. Capabilities that are built over big data analytics and campaign management will
be increasingly important for Indian telecom operators to ride through this wave in 2013.
With over 900 million telephone connections, India remained the world's in 2013,
recovering from the bumpy ride the year before, but made little progress to jump to the
next generation of services.

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The year under review had already equipped the government with a roadmap, following
the release of the National Telecom Policy of 2012. But legal issues, like the ongoing
battle over allotment of airwaves, or spectrum, in 2008, kept decision-making in check.
Nevertheless, the government did announce some significant initiatives - like the much-
awaited policy on mergers and acquisitions and permitted 100 per cent foreign investment
in the sector - which will drive Indian telecom in the years to come, analysts feel.
"The onset of 2013 was accompanied with the introduction of NTP 2012 that brought
forth promise of policy stability for the sector," Rajan S Mathews, director general,
Cellular Operators' Association of India (COAI), told IANS.
"The implementation of the National Telecom Policy of 2012 is a positive step. But its
immediate impact will be limited," said Mahesh Uppal, director of a telecom consultancy
firm, Com First. "The current controversies of 2G (second generation) and 3G (third
generation) telecom services have less to do with policy and more with the process. Those
disputes cannot be resolved by changes in policy," Uppal told IANS.
HIGHLIGHTS 2013
 National Telecom Policy of 2012 introduced
 Foreign equity of 100 per cent allowed in telecom
 Vodafone evinces interest in buying entire stake of Indian partner
 Mergers and acquisition policy approved
 Dominant player can hold up to 50 per cent telecom market share
 Telecom tower business given infrastructure status
 Clearance for unified telecom licences in respect of technology
Industry stakeholders were nevertheless upbeat on the new merger and acquisition
policy and felt it was an improvement over the previous one. Uppal, for one, felt it will
help mid-sized firms, while bigger players will have more flexibility.
"The mergers and acquisition policy will have a major impact," said Rishi Tejpal,
principal research analyst with Gartner. "Once the market stabilises, it will play its role.
With clarity, we can expect some more foreign players to come in," Tejpal told IANS.

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Analysts did not see much of an impact by allowing 100 per cent foreign equity. "Very
few players are keen except Vodafone, which wants to raise its stake beyond 64.38 per
cent. Investment is a priority for the sector but not foreign equity, per se," said Uppal.
Experts said telecom players were looking for market capitalization and consolidation.
"The operators have started to focus on subscriber quality and have done away with the
lucrative dealer commissions and promotional minutes. After 2008, for the first time,
India has witnessed a surge in voice tariff," said Jaideep Ghosh, partner witn KPMG.
He also mentioned that to increase data user penetration, operators have dropped their 3G
tariff (by as much as 75-80 per cent). As a result it is comparable with that for 2G
services.On the subscriber front, India continued to make progress.At the end of
December 2012, India had 864.72 million mobile phone subscribers and 30.79 million
fixed-line connections for a total of 895.51 million wired and wireline. By this October,
this increased to 875.48 million mobile while fixed-line connections declined to 29.08
million.Thus, the total number of connections stood at 904.56 million end-October, with
the overall tele-density in the country increasing from 73.01 at the end of last year to
73.32 at the end of October.
FULL COVERAGE:
All that made news in 2013
More importantly, the share of urban subscribers declined from 62.20 per cent in
December to 60.26 per cent in October-end, while rural telecom penetration rose from
39.64 per cent to 39.74 per cent in October.According to analysts, one principal area
where the government faltered in 2013 was in the area of auctioning precious airwaves, or
radio frequency spectrum. This, they said, did not materialise in March 2013 due to
artificially-high reserve price.
Now, all eyes are on January 23 next year when the next round of spectrum auctions is set
to begin. The government, this time, feels it has kept the reserve price at a moderate level
and hopes it will fetch the exchequer some $650 million.

16. 16
 Indian telecom network has about 900.04 million connections as on 31st May
2013.
 Active wireless subscribers on the date of Peak VLR in May 2013 are 727.92
million, 83.65% of the total subscribers.
 Mobile Number Portability requests increased from 91.73 million subscribers at
the end of April 2013 to 93.56 million at the end of May 2013. In the month of
May 2013 alone 1.83 million requests have been made for MNP.
 The rural Telephone connections have reached 354.75 million in May 2013.
 41.60% rural teledensity by May 2013.
 Provide high speed and high quality broadband access to all village panchayats
through a combination of technologies by the year 2014 and progressively to all
villages and habitations by 2020.
 Broadband subscription reached 15.13 million in May 2013 from 15.09 million
in April 2013.
 Provide affordable and reliable broadband-on-demand by the year 2015.
 To Provide fiber connectivity to 2,50,000 Gram panchayats thru BBNL
 Requirement of massive infrastructure in broadband.
 Telecom Export promotion Council (TEPC) set up to promote the export of
telecom equipment.
 Attracting 100% investment in telecom sector by offering liberalized FDI
polices.
 Promotion of R&D activities in Telecom Centers of Excellence.
 Setting up of Telecom Entrepreneur Development Center (TEDC) for
promoting entrepreneurship.
 Strive to create One Nation - One License across services and service areas.
 Achieve One Nation - Full Mobile Number Portability and work towards One
Nation - Free Roaming
 Recognize telecom as Infrastructure Sector to realize true potential of ICT for
development.
 Address the Right of Way (RoW) issues in setting up of telecom infrastru

17. 17
COMPANY PROFILE
Bharti Airtel Limited is a leading global telecommunications company with operations in
19 countries across Asia and Africa. The company offers mobile voice & data services,
fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises
and national & international long distance services to carriers. bharti airtel has been
ranked among the six best performing technology companies in the world by business
week. bharti airtel had 200 million customers across its operations.
Bharti Airtel
Bharti Airtel Limited is a leading global telecommunications company with operations in
20 countries across Asia and Africa. Headquartered in New Delhi, India, the company
ranks amongst the top 4 mobile service providers globally in terms of subscribers. In
India, the company's product offerings include 2G, 3G and 4G wireless services, mobile
commerce, fixed line services, high speed DSL broadband, IPTV, DTH, enterprise
services including national & international long distance services to carriers. In the rest of
the geographies, it offers 2G, 3G wireless services and mobile commerce. Bharti Airtel
had over 269 million customers across its operations at the end of March 2013.
Highlights
 Bharti Airtel becomes the fourth largest mobile operator in the world
 Airtel launches Mobile Services in Lakshadweep
 On 12th December 2012, enjoy a day of great shopping deals on www.airtel.in
 Education is now available anytime, anywhere with Airtel mEducation
Our Vision & promise
By 2015 airtel will be the most loved brand, enriching the lives of millions.
" Enriching lives means putting the customer at the heart of everything we do. We will
meet their needs based on our deep understanding of their ambitions, wherever they are.
By having this focus we will enrich our own lives and those of our other key
stakeholders. Only then will we be thought of as exciting, innovation, on their side and a
truly world class company."

18. 18
This is Bharti Airtel's first sustainability report for the year ending March 31st, 2012. The
scope of this report is our India operations including all business under our operational
control. In addition to addressing social challenges through the section "Our blueprint for
social inclusion", we have also detailed other social and environmental aspects through
"Our impact on the value chain". We have aligned our business activities to ensure a
positive impact on our key stakeholders including customers, suppliers, local
communities, investors, employees and government bodies.
Bharti Airtel Limited is a leading telecommunications company with operations in 20
countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks
amongst the top 5 mobile service providers globally, in terms of subscribers. In India, the
company's product offerings include 2G and 3G services, fixed line, high-speed
broadband through DSL, IPTV, DTH, and enterprise services, including national and
international long distance services, to carriers. In the rest of the geographies, it ofers 2G,
3G mobile services.
In India, the company had 181.3 million mobile customers as on March 31st 2012, which
makes it the largest wireless operator in India both in terms of customers and revenue.
Highlights 2013
On 4 February 2013, Bharti Airtel launches its emergency alert service in eastern region
In 2013 the department of telecommunications (DoT) was investigating Bharti Airtel for
violations of a license agreement the company violated between 2003 and 2005
Highlights 2012
 Bharti Airtel appoints Suren Goonewardene as CEO – Sri Lanka
 Bharti Airtel to Observe Silent period from December 31, 2011
 Airtel Mobitude 2011 reveals data traffic trends on mobile devices in India
 Friends on Airtel can now use Gifting Services and ‘Call Me Back’ SMS alerts
 Bharti Airtel recognized for the delivery of best network services with customer
focus at Telecom Centre of Excellence Awards 2011
 Airtel Mobitude 2011 captures preferences of over 170 million plus mobile users

19. 19
Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading integrated telecom
services providers with operations in India, Sri Lanka and Bangladesh. Bharti Airtel since
its inception has been at the forefront of technology and has pioneered several
innovations in the telecom sector.
The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and
Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in
95 Indian cities. The Digital TV business provides Direct-to-Home TV services across
India. The Enterprise business provides end-to-end telecom solutions to corporate
customers and national and international long distance services to telcos.
Airtel was born free, 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, in just ten years of operations, rose to the pinnacle to achievement and continues to
lead.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 people’s lives with our Mobile services, Telemedia services, to
connecting India's leading 1000+ corporate. We also connect Indians living in USA, UK
and Canada with our call home service.
Our Vision & promise
By 2010 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
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

20. 20
Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading integrated telecom
services providers with operations in India, Sri Lanka and Bangladesh. Bharti Airtel since
its inception, has been at the forefront of technology and has pioneered several
innovations in the telecom sector.
The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and
Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in
95 Indian cities. The Digital TV business provides Direct-to-Home TV services across
India. The Enterprise business provides end-to-end telecom solutions to corporate
customers and national and international long distance services to telcos.
Highlights
 Bharti Airtel and Apple to Bring iPhone 3GS to India
 India’s first mobile application store – Airtel App Central - clocks over 2.5
million downloads in just 30 days
 Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal
India Mobile
 Airtel Broadband - official Broadband Sponsor of Cricket on YouTube
 Bharti Airtel makes its Media & Entertainment debut – launches Digital Media
Business
Awards & Recognitions
Laurels recognising Bharti's consistent efforts.
»Bharti Airtel and Apple to Bring iPhone 3GS to India
»India’s first mobile application store – Airtel App Central - clocks over 2.5 million
downloads in just 30 days
»Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal India
Mobile

21. 21
»Airtel Broadband - official Broadband Sponsor of Cricket on YouTube
»Bharti Airtel makes its Media & Entertainment debut – launches Digital Media
Business
»Bharti Airtel Completes Deployment of the Bangalore Traffic Police Enforcement
Automation System on BlackBerry Smartphones
Factsheet
business description
Established
July 07, 1995, as a Public Limited Company
ISIN
INE397D01024
proportionate revenue
Rs. 219,385 million (ended Dec 31, 2013-Audited)
Rs. 193,624 million ( ended Dec 31, 2012-Audited)
As per IFRS Accounts
proportionate EBITDA
Rs. 70,934 million ( ended Dec 31, 2013 - Audited)
Rs. 57,749 million ( ended Dec 31, 2012- Audited)
As per IFRS Accounts
shares in issue
3997.4 Mn shares as at Dec 31, 2013
Listings
Bombay Stock Exchange Limited (BSE)
National Stock Exchange of India Limited (NSE)
stock exchange symbol
NSE – BHARTIARTL
BSE – 532454

22. 22
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

23. 23
Management Profiles
»Sunil Bharti Mittal
»Atul Bindal
»Jyoti Pawar
»Joachim Horn
»Krishnamurthy Shankar
»Manoj Kohli
»David Nishball
»Gopal Vittal
Sunil Bharti Mittal is the Founder, Chairman and Group CEO of Bharti Enterprises, one
of India’s leading business groups with interests in telecom, financial services, retail,
realty, manufacturing and agriculture.
Sunil started his career at 18 after graduating from Punjab University in India in 1976 and
founded Bharti. Today, at 52, he heads a successful enterprise which employs over
30,000 people. Bharti Airtel, the flagship group company, has a market capitalization of
approximately US$ 25 billion.
Sunil has been recognized with the Padma Bhushan, one of India’s highest civilian
awards. He has also received the Lal Bahadur Shastri National Award for Excellence in
Public Administration, Academics and Management for 2009. He is a past President of
the Confederation of Indian Industry, the premier industry body in India (2007-08).
Sunil has been awarded numerous awards and recognitions including the Global
Economy Prize 2009 by The Kiel Institute, Germany. The US-India Business Council has
also honored him with the ‘Global Vision’ Award 2008. He has received the GSM
Association Chairman's Award for 2008.
Sunil was Co-chairman of the World Economic Forum in 2007 at Davos and is a member
of its International Business Council. He is a member of the Leadership Council of The
Climate Group. He is also a member of the Board of Trustees of the Carnegie Endowment

24. 24
for International Peace. He is a member of several premier international bodies –
International Advisory Committee to the NYSE Euronext Board of Directors, the
International Business Advisory Council of London and the Advisory Board of the Global
Economic Symposium. Sunil is also on the Telecom Board of the International
Telecommunication Union, the leading UN Agency for Information and Communication
Technology. He is also a member of the Indo-US CEOs Forum.
He serves as a member of the Executive Board of the Indian School of Business. He is
also a member of the Academy of Distinguished Entrepreneurs, Babson College,
Wellesley, Massachusetts.
Sunil believes a responsible corporate has a duty to give back to the community in which
it operates. This belief has resulted in Bharti Foundation, which is committed to providing
education to under-privileged children in rural India.
Sunil has been conferred with the degree of Doctor of Laws (Honoris Causa) by the
University of Leeds, UK and the degree of Doctor of Science (Honoris Causa) by the
Govind Ballabh Pant University of Agriculture & Technology. He is an alumnus of
Harvard Business School, USA. He is an Honorary Fellow of The Institution of
Electronics and Telecommunication Engineers.

25. 25
AWARDS:
2011
 On 24 January 2011, Airtel announced the launch of its 3G services in India.
 On 31 January 2011, Airtel launched wallet service - Airtel Money in the
millennium city of Gurgaon.
 On 18 February 2011, Airtel Digital TV brings cricket world cup in High
Definition.
 On 14 March 2011, Bharti Airtel announced the launch of ‘Airtel Broadband TV’.
 On 11 April 2011, Bharti Airtel and Apple bring the iPhone 4 to India.
 On 18 April 2011, Bharti Airtel enters into a partnership with photo service
Zoomin.com.
 On 17 May 2011, Airtel launches the world’s first USSD-based Facebook access
service in India – Facebook by Fonetwish.
 On 2 June 2011, Bharti Airtel offers on-demand online movie viewing services -
launches ‘Airtel Movies’
 On 16 June 2011, Airtel digital TV launches iKisaan – the world’s first interactive
service in Hindi.
 On 27 June 2011, Airtel 3G launches international video calling services.
 On 7 July 2011, Bharti Airtel announces new organisation structure for its India
and South Asia operations.
 On 18 July 2011, Airtel digital TV adds 41 new channels.
 On 25 July 2011, Bharti Airtel Launches Facebook For Every Phone.
 On 16 August 2011, Wide availability of Airtel Service Centers in Rajasthan
creates easy touch points for customer service.
 On 19 September 2011, Bharti Airtel announces GO! GO! GOAL Contest 2011.
 On 22 September 2011, Airtel digital TV brings the TV series “Johnny Test” to
India.
 On 26 September 2011, Airtel Youth Star kicks off ‘Friends Dance Carnival’ in
Andhra Pradesh.
 On 28 October 2011, 2011 Formula 1 Airtel Grand Prix of India Winner's Trophy
Revealed.

26. 26
 On 1 November 2011, Airtel digital TV now has 11 True HD channels,Expands
total channel count to 262.
 On 11 November 2011, Bharti Airtel named amongst the top 25 companies for
leaders globally.
 On 25 November 2011, Mr. Sharlin Thayil, CEO – Bharti Airtel, AP launches
iPhone 4S in Hyderabad.
 On 1 December 2011, Airtel introduces India’s first free mobile access to Twitter.
 On 12 December 2011, Bharti Airtel recognized for the delivery of best network
services with customer focus at Telecom Centre of Excellence Awards.
 On 21 December 2011, Airtel launches exciting recharge offers for mobile
customers in Rajasthan.
2012
 On 11 January 2012, Airtel launched Comedy FM on Airtel Mobile.
 On 12 January 2012, Airtel launches all new “BBM Plan” for its postpaid mobile
customers on BlackBerry.
 On 23 January 2012, Airtel prepaid mobile recharge made easier with netbanking
at www.airtel.in
 On 30 January 2012, Airtel digital TV launches iKidsworld.
 On 2 February 2012, Airtel launched Vh1 Radio GAGA powered by Hungama on
Airtel Mobile.
 On 3 February 2012, India’s largest collection of Hello Tunes is now available
online for Airtel mobile customers.
 On 4 February 2012, Bharti Airtel announces consolidated IFRS results for the
third quarter and nine months ended December 31, 2011.
 On 10 February 2012, Bharti Airtel launched 3 Pack Education Portal for its
mobile customers across India.
 On 27 February 2012, Bharti Airtel selects Infosys as its technology partner for
airtel money.
 On 29 February 2012, Bharti Airtel appoints Nokia Siemens Networks to supply,
manage 4G network in Maharashtra.
 On 27 May 2012, Bharti Airtel announced its strategic foray into the mobile
advertising (m-Advertising) segment, in India.

27. 27
 In 2012, Bharti Airtel signed a pact with Opera Software, to provide its customers
with Opera Mini browsers.
 On 24 October 2012, Bharti Airtel's mobile user base in Africa crosses 60 million.
2013
 On 04 February 2013, Bharti Airtel launches its emergency alert service in eastern
region
Tariffs Plans NEW
»airtel Turbo Plan 2
(airtel/AP/GSM/04)
»airtel Turbo Plan
1(airtel/AP/GSM/02)
»New Advantage Plan
(airtel/AP/GSM/01)
»SUK
35(airtel/AP/GSM/14)
»MNP
25(airtel/AP/GSM/03)
»HFZ
Pack(airtel/AP/GSM/15)
Airtel Turbo Plan 2 (airtel/AP/GSM/04)
Expand All Collapse All
 ONE TIME CHARGES
Pulse Rate 1 sec pulse
Price of Pack (Rs.) 43
Free Airtime on Pack (Rs.) 0
Incoming Calls (Rs.) 0
 CALL CHARGES
Airtel GSM/CDMA Landline
Local Rates 1.2 p/sec 1.2 p/sc 1.5p/sec
STD Rates 1.2 p/sec 1.2 p/sec 1.5 p/sec

28. 28
Ombudsman Office Head Arrow
Bharti Enterprises Limited (including its group and Joint Venture companies) firmly
believes in the principles of Corporate Governance and is committed to ensure
sustainable, capital-efficient and long-term growth thereby maximizing shareholder value.
The company’s commitment towards compliance to the highest governance standard is
backed by an independent and fully informed board, comprehensive processes, policies
and communication. The Company ensures that various disclosure requirements are
complied in ‘letter and spirit’ for effective Corporate Governance.
We adhere to the highest levels of ethical business practices as articulated by our
Code of Conduct so as to achieve our performance with integrity. Office of the
OmbudspersonThe Office of the Ombudsperson is an independent forum for employees
and external stakeholders of the company to raise concerns and complaints about
improper practices which are in breach of the Bharti Code of Conduct.
 SMS
Local 1
National 1.5
International 5
 OTHER DETAILS
Special 1 sec Roaming tariff is as following. Validity is for 1 year.
Local Outgoing (Local airtel to airtel) Rs. 0.60 min
Local Outgoing (Local airtel to Other Mobile & Landline) 0.80 / min
STD Outgoing (STD airtel to airtel) Rs. 0.60 / min
STD Outgoing (STD airtel to other Mobile & Landline) 0.80 / min
Incoming Rs. 0.60 / min
ISD Rs. Standard Rates at 60 sec pulse

29. 29
Any stakeholder (employee, associate, strategic partner, vendor) who observes
unprofessional behaviour can approach the Ombudsperson to voice his or her concerns.
The complainant may be either an observer who is not directly impacted, or a victim who
is directly or indirectly affected by such practices.
The Office aims to provide a fair and equitable redressal mechanism. The process
is designed to offer protection to the complainant provided the disclosure is made in good
faith and the alleged action constitutes a genuine and serious breach of Bharti Code of
Conduct. The Ombudsperson will treat all disclosures in a confidential and sensitive
manner.
A person can raise a concern, either verbally or in writing by giving background
of the unprofessional conduct, reasons for raising the concern, the identity of the
individuals who may be involved and documentary evidence, wherever available.
1) In writing (through hard copy mail) to:
The Ombudsperson
Bharti Enterprises Ltd.
Bharti Crescent 1, Nelson Mandela Road
Vasant Kunj, Phase II
New Delhi – 110 070, India.

30. 30
THEORETICAL FRAME WORK
Advertising is a form of communication intended to persuade an audience
(viewers,readers or listeners) to purchase or take some action upon products, ideas, or
services.It includes the name of a product or service and how that product or service
could benefit the consumer, to persuade a target market to purchase or to consume that
particular brand. These messages are usually paid for by sponsors and viewed via various
media. Advertising can also serve to communicate an idea to a large number of people in
an attempt to convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in
an effort to associate related qualities with the brand in the minds of consumers. Non-
commercial advertisers who spend money to advertise items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion,
such as a public service announcement.
Modern advertising developed with the rise of mass production in the late 19th and early
20th centuries. Mass media can be defined as any media meant to reach a mass amount of
people. Different types of media can be used to deliver these messages, including
traditional media such as newspapers, magazines, television, radio, outdoor or direct mail;
or new media such as websites and text messages.
In 2010, spending on advertising was estimated at more than $300 billion in the United
States and $500 billion worldwide .
Internationally, the largest ("big four") advertising conglomerates are Interpublic,
Omnicom, Publicis, and WPP.

31. 31
History
Egyptians used papyrus to make sales messages and wall posters. Commercial messages
and political campaign displays have been found in the ruins of Pompeii and ancient
Arabia. Lost and found advertising on papyrus was common in Ancient Greece and
Ancient Rome. Wall or rock painting for commercial advertising is another manifestation
of an ancient advertising form, which is present to this day in many parts of Asia, Africa,
and South America. The tradition of wall painting can be traced back to Indian rock art
paintings that date back to 4000 BC. History tells us that Out-of-home advertising and
billboards are the oldest forms of advertising.
As the towns and cities of the Middle Ages began to grow, and the general populace was
unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use
an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a
horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city
square from the backs of carts and wagons and their proprietors used street callers (town
criers) to announce their whereabouts for the convenience of the customers.
As education became an apparent need and reading, as well as printing, developed
advertising expanded to include handbills. In the 17th century advertisements started to
appear in weekly newspapers in England. These early print advertisements were used
mainly to promote books and newspapers, which became increasingly affordable with
advances in the printing press; and medicines, which were increasingly sought after as
disease ravaged Europe. However, false advertising and so-called "quack" advertisements
became a problem, which ushered in the regulation of advertising content.
As the economy expanded during the 19th century, advertising grew alongside. In the
United States, the success of this advertising format eventually led to the growth of mail-
order advertising.
In June 1836, French newspaper La Presse was the first to include paid advertising in its
pages, allowing it to lower its price, extend its readership and increase its profitability and
the formula was soon copied by all titles. Around 1840, Volney B. Palmer established a
predecessor to advertising agencies in Boston. Around the same time, in France, Charles-
Louis Havas extended the services of his news agency, Havas to include advertisement

32. 32
brokerage, making it the first French group to organize. At first, agencies were brokers
for advertisement space in newspapers. N. W. Ayer & Son was the first full-service
agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and
was located in Philadelphia.
At the turn of the century, there were few career choices for women in business; however,
advertising was one of the few. Since women were responsible for most of the purchasing
done in their household, advertisers and agencies recognized the value of women's insight
during the creative process. In fact, the first American advertising to use a sexual sell was
created by a woman – for a soap product. Although tame by today's standards, the
advertisement featured a couple with the message "The skin you love to touch".
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to
consumers. As time passed, many non-profit organizations followed suit in setting up
their own radio stations, and included: schools, clubs and civic groups. When the practice
of sponsoring programs was popularised, each individual radio program was usually
sponsored by a single business in exchange for a brief mention of the business' name at
the beginning and end of the sponsored shows. However, radio station owners soon
realised they could earn more money by selling sponsorship rights in small time
allocations to multiple businesses throughout their radio station's broadcasts, rather than
selling the sponsorship rights to single businesses per show.
This practice was carried over to television in the late 1940s and early 1950s. A fierce
battle was fought between those seeking to commercialise the radio and people who
argued that the radio spectrum should be considered a part of the commons – to be used
only non-commercially and for the public good. The United Kingdom pursued a public
funding model for the BBC, originally a private company, the British Broadcasting
Company, but incorporated as a public body by Royal Charter in 1927. In Canada,
advocates like Graham Spry were likewise able to persuade the federal government to
adopt a public funding model, creating the Canadian Broadcasting Corporation. However,
in the United States, the capitalist model prevailed with the passage of the
Communications Act of 1934 which created the Federal Communications Commission.
However, the U.S. Congress did require commercial broadcasters to operate in the "public
interest, convenience, and necessity".[6] Public broadcasting now exists in the United

33. 33
States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting
Service and National Public Radio.
In the early 1950s, the DuMont Television Network began the modern practice of selling
advertisement time to multiple sponsors. Previously, DuMont had trouble finding
sponsors for many of their programs and compensated by selling smaller blocks of
advertising time to several businesses. This eventually became the standard for the
commercial television industry in the United States. However, it was still a common
practice to have single sponsor shows, such as The United States Steel Hour. In some
instances the sponsors exercised great control over the content of the show—up to and
including having one's advertising agency actually writing the show. The single sponsor
model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern approach in which creativity was
allowed to shine, producing unexpected messages that made advertisements more
tempting to consumers' eyes. The Volkswagen ad campaign—featuring such headlines as
"Think Small" and "Lemon" (which were used to describe the appearance of the car)—
ushered in the era of modern advertising by promoting a "position" or "unique selling
proposition" designed to associate each brand with a specific idea in the reader or
viewer's mind. This period of American advertising is called the Creative Revolution and
its archetype was William Bernbach who helped create the revolutionary Volkswagen ads
among others. Some of the most creative and long-standing American advertising dates to
this period.
The late 1980s and early 1990s saw the introduction of cable television and particularly
MTV. Pioneering the concept of the music video, MTV ushered in a new type of
advertising: the consumer tunes in for the advertising message, rather than it being a by-
product or afterthought. As cable and satellite television became increasingly prevalent,
specialty channels emerged, including channels entirely devoted to advertising, such as
QVC, Home Shopping Network, and ShopTV Canada.
Marketing through the Internet opened new frontiers for advertisers and contributed to the
"dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue,
offering everything from coupons to free Internet access. At the turn of the 21st century, a
number of websites including the search engine Google, started a change in online

34. 34
advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather
than inundate, users. This has led to a plethora of similar efforts and an increasing trend
of interactive advertising.
The share of advertising spending relative to GDP has changed little across large changes
in media. For example, in the US in 1925, the main advertising media were newspapers,
magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of
GDP was about 2.9 percent. By 1998, television and radio had become major advertising
media. Nonetheless, advertising spending as a share of GDP was slightly lower—about
2.4 percent.[7]
A recent advertising innovation is "guerrilla marketing", which involve unusual
approaches such as staged encounters in public places, giveaways of products such as cars
that are covered with brand messages, and interactive advertising where the viewer can
respond to become part of the advertising message.Guerrilla advertising is becoming
increasing more popular with a lot of companies. This type of advertising is unpredictable
and innovative, which causes consumers to buy the product or idea. This reflects an
increasing trend of interactive and "embedded" ads, such as via product placement,
having consumers vote through text messages, and various innovations utilizing social
network services such as Facebook.
Public service advertising
The advertising techniques used to promote commercial goods and services can be used
to inform, educate and motivate the public about non-commercial issues, such as
HIV/AIDS, political ideology, energy conservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of
reaching and motivating large audiences. "Advertising justifies its existence when used in
the public interest—it is much too powerful a tool to use solely for commercial purposes."
Attributed to Howard Gossage by David Ogilvy.
Public service advertising, non-commercial advertising, public interest advertising, cause
marketing, and social marketing are different terms for (or aspects of) the use of
sophisticated advertising and marketing communications techniques (generally associated

35. 35
with commercial enterprise) on behalf of non-commercial, public interest issues and
initiatives.
In the United States, the granting of television and radio licenses by the FCC is contingent
upon the station broadcasting a certain amount of public service advertising. To meet
these requirements, many broadcast stations in America air the bulk of their required
public service announcements during the late night or early morning when the smallest
percentage of viewers are watching, leaving more day and prime time commercial slots
available for high-paying advertisers.
Public service advertising reached its height during World Wars I and II under the
direction of more than one government. During WWII President Roosevelt commissioned
the creation of The War Advertising Council (now known as the Ad Council) which is the
nation's largest developer of PSA campaigns on behalf of government agencies and non-
profit organizations, including the longest-running PSA campaign, Smokey Bear.
Marketing mix
The marketing mix has been the key concept to advertising. The marketing mix was
suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of
four basic elements called the four P’s Product is the first P representing the actual
product. Price represents the process of determining the value of a product. Place
represents the variables of getting the product to the consumer like distribution channels,
market coverage and movement organization. The last P stands for Promotion which is
the process of reaching the target market and convincing them to go out and buy the
product.

36. 36
Advertising theory
 Hierarchy of effects model
It clarifies the objectives of an advertising campaign and for each individual
advertisement. The model suggests that there are six steps a consumer or a business buyer
moves through when making a purchase. The steps are:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. The actual purchase
 Means-End Theory
This approach suggests that an advertisement should contain a message or means that
leads the consumer to a desired end state.
 Leverage Points
It is designed to move the consumer from understanding a product's benefits to linking
those benefits with personal values.
 Verbal and Visual Images
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines,
newspapers, town criers, sides of buses, banners attached to or sides of airplanes
("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins,
taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms

37. 37
and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples
in supermarkets, shopping cart handles (grabertising), the opening section of streaming
audio and video, posters, and the backs of event tickets and supermarket receipts. Any
place an "identified" sponsor pays to deliver their message through a medium is
advertising.
Digital advertising
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television. The average cost of a single
thirty-second TV spot during this game has reached US$3 million (as of 2009). The
majority of television commercials feature a song or jingle that listeners soon relate to the
product. Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank backdrops or used
to replace local billboards that are not relevant to the remote broadcast audience. More
controversially, virtual billboards may be inserted into the background where none exist
in real-life. This technique is especially used in televised sporting events. Virtual product
placement is also possible. Infomercials: An infomercial is a long-format television
commercial, typically five minutes or longer. The word "infomercial" combining the
words
"information" & "commercial". The main objective in an infomercial is to create an
impulse purchase, so that the consumer sees the presentation and then immediately buys
the product through the advertised toll-free telephone number or website. Infomercials
describe, display, and often demonstrate products and their features, and commonly have
testimonials from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements
are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a
receiving device. Airtime is purchased from a station or network in exchange for airing

38. 38
the commercials. While radio has the obvious limitation of being restricted to sound,
proponents of radio advertising often cite this as an advantage.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers. Examples
of online advertising include contextual ads that appear on search engine results pages,
banner ads, in text ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam.
Product placements
Covert advertising, also known as guerrilla advertising, is when a product or brand is
embedded in entertainment and media. For example, in a film, the main character can use
an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's
character John Anderton owns a phone with the Nokia logo clearly written in the top
corner, or his watch engraved with the Bulgari logo. Another example of advertising in
film is in I, Robot, where main character played by Will Smith mentions his Converse
shoes several times, calling them "classics," because the film is set far in the future. I,
Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz
logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the
movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac
cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW
and Aston Martin cars are featured in recent James Bond films, most notably Casino
Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a
large Dodge logo on the front. Blade Runner includes some of the most obvious product
placement; the whole film stops to show a Coca-Cola billboard.

39. 39
Physical advertising
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper,
magazine, or trade journal. This encompasses everything from media with a very broad
readership base, such as a major national newspaper or magazine, to more narrowly
targeted media such as local newspapers and trade journals on very specialized topics. A
form of press advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee advertising a product or
service. Another form of press advertising is the Display Ad, which is a larger ad (can
include art) that typically run in an article section of a newspaper.
Billboard advertising: Billboards are large structures located in public places which
display advertisements to passing pedestrians and motorists. Most often, they are located
on main roads with a large amount of passing motor and pedestrian traffic; however, they
can be placed in any location with large amounts of viewers, such as on mass transit
vehicles and in stations, in shopping malls or office buildings, and in stadiums.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can
be on dedicated vehicles built solely for carrying advertisements along routes preselected
by clients, they can also be specially equipped cargo trucks or, in some cases, large
banners strewn from planes. The billboards are often lighted; some being backlit, and
others employing spotlights. Some billboard displays are static, while others change; for
example, continuously or periodically rotating among a set of advertisements. Mobile
displays are used for various situations in metropolitan areas throughout the world,
including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting
events, Store openings and similar promotional events, and Big advertisements from
smaller companies.

40. 40
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of
a product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters, eye-catching displays promoting a specific product, and
advertisements in such places as shopping carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed
out of an office, café, or drive-through coffee shop. This form of advertising was first
popularized in Australia, and has begun growing in popularity in the United States, India,
and parts of the Middle East
Street advertising
This type of advertising first came to prominence in the UK by Street Advertising
Services to create outdoor advertising on street furniture and pavements. Working with
products such as Reverse Graffiti and 3d pavement advertising, the media became an
affordable and effective tool for getting brand messages out into public spaces.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to
gain recognition for their products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities share their favorite products
or wear clothes by specific brands or designers. Celebrities are often involved in
advertising campaigns such as television or print adverts to advertise specific or general
products. The use of celebrities to endorse a brand can have its downsides, however. One
mistake by a celebrity can be detrimental to the public relations of a brand. For example,
following his performance of eight gold medals at the 2008 Olympic Games in Beijing,
China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did
not want to associate with him after he was photographed smoking marijuana.

41. 41
Sales promotions
Sales promotions are another way to advertise. Sales promotions are double purposed
because they are used to gather information about what type of customers you draw in
and where they are, and to jumpstart sales. Sales promotions include things like contests
and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and
discounts. The ultimate goal of sales promotions is to stimulate potential customers to
action.
Media and advertising approaches
Increasingly, other media are overtaking many of the "traditional" media such as
television, radio and newspaper because of a shift toward consumer's usage of the Internet
for news and music as well as devices like digital video recorders (DVRs) such as TiVo.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based
advertising space are dependent on the "relevance" of the surrounding web content and
the traffic that the website receives.
Digital signage is poised to become a major mass media because of its ability to reach
larger audiences for less money. Digital signage also offer the unique ability to see the
target audience where they are reached by the medium. Technological advances have also
made it possible to control the message on digital signage with much precision, enabling
the messages to be relevant to the target audience at any given time and location which in
turn, gets more response from the advertising. Digital signage is being successfully
employed in supermarkets. Another successful use of digital signage is in hospitality
locations such as restaurants. and malls.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is
known as "e-mail spam". Spam has been a problem for email users for many years.Some
companies have proposed placing messages or corporate logos on the side of booster
rockets and the International Space Station. Controversy exists on the effectiveness of
subliminal advertising (see mind control), and the pervasiveness of mass messages (see
propaganda).

42. 42
Unpaid advertising (also called "publicity advertising"), can provide good exposure at
minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or
achieving the feat of equating a brand with a common noun (in the United States, "Xerox"
= "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum
cleaner, "Nintendo" (often used by those exposed to many video games) = video games,
and "Band-Aid" = adhesive bandage) — these can be seen as the pinnacle of any
advertising campaign. However, some companies oppose the use of their brand name to
label an object. Equating a brand with a common noun also risks turning that brand into a
genericized trademark - turning it into a generic term which means that its legal
protection as a trademark is lost.
As the mobile phone became a new mass media in 1998 when the first paid downloadable
content appeared on mobile phones in Finland, it was only a matter of time until mobile
advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile
advertising had reached $2.2 billion and providers such as Admob delivered billions of
mobile ads.
More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service
picture and video messages, advergames and various engagement marketing campaigns.
A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do
any typing of web addresses, and uses the camera feature of modern phones to gain
immediate access to web content. 83 percent of Japanese mobile phone users already are
active users of 2D barcodes.
A new form of advertising that is growing rapidly is social network advertising. It is
online advertising with a focus on social networking sites. This is a relatively immature
market, but it has shown a lot of promise as advertisers are able to take advantage of the
demographic information the user has provided to the social networking site.
Friendertising is a more precise advertising term in which people are able to direct
advertisements toward others directly using social network service.
From time to time, The CW Television Network airs short programming breaks called
"Content Wraps," to advertise one company's product during an entire commercial break.
The CW pioneered "content wraps" and some products featured were Herbal Essences,
Crest, Guitar Hero II, CoverGirl, and recently Toyota.

43. 43
Recently, there appeared a new promotion concept, "ARvertising", advertising on
Augmented Reality technology.
Current trends
Rise in new media
With the dawn of the Internet came many new advertising opportunities. Popup, Flash,
banner, Popunder, advergaming, and email advertisements (the last often being a form of
spam) are now commonplace. Particularly since the rise of "entertaining" advertising,
some people may like an advertisement enough to wish to watch it later or show a friend.
In general, the advertising community has not yet made this easy, although some have
used the Internet to widely distribute their ads to anyone willing to see or hear them. In
the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2%
respectively. Older media advertising saw declines: −10.1% (TV), −11.7% (radio),
−14.8% (magazines) and −18.7% (newspapers ).
Niche marketing
Another significant trend regarding future of advertising is the growing importance of the
niche market using niche or targeted ads. Also brought about by the Internet and the
theory of The Long Tail, advertisers will have an increasing ability to reach specific
audiences. In the past, the most efficient way to deliver a message was to blanket the
largest mass market audience possible. However, usage tracking, customer profiles and
the growing popularity of niche content brought about by everything from blogs to social
networking sites, provide advertisers with audiences that are smaller but much better
defined, leading to ads that are more relevant to viewers and more effective for
companies' marketing products. Among others, Comcast Spotlight is one such advertiser
employing this method in their video on demand menus. These advertisements are
targeted to a specific group and can be viewed by anyone wishing to find out more about
a particular business or practice at any time, right from their home. This causes the viewer
to become proactive and actually choose what advertisements they want to view.

44. 44
Crowdsourcing
The concept of crowdsourcing has given way to the trend of user-generated
advertisements. User-generated ads are created by consumers as opposed to an
advertising agency or the company themselves, most often they are a result of brand
sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of
PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own
Doritos commercial. Chevrolet held a similar competition for their Tahoe line of SUVs.
Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays
relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were
among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that
aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the
top ad for the year while the winning ads that aired in the 2010 Super Bowl were found
by Nielsen's BuzzMetrics to be the "most buzzed-about".
This trend has given rise to several online platforms that host user-generated advertising
competitions on behalf of a company. Founded in 2007, Zooppa has launched ad
competitions for brands such as Google, Nike, Hershey’s, General Mills, Microsoft, NBC
Universal, Zinio, and Mini Cooper. Crowdsourced advertisements have gained popularity
in part to its cost effective nature, high consumer engagement, and ability to generate
word-of-mouth. However, it remains controversial, as the long-term impact on the
advertising industry is still unclear.
Global advertising
Advertising has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertisers, there are four, potentially
competing, business objectives that must be balanced when developing worldwide
advertising: building a brand while speaking with one voice, developing economies of
scale in the creative process, maximising local effectiveness of ads, and increasing the
company’s speed of implementation. Born from the evolutionary stages of global
marketing are the three primary and fundamentally different approaches to the
development of global advertising executions: exporting executions, producing local
executions, and importing ideas that travel.

45. 45
Advertising research is key to determining the success of an ad in any country or region.
The ability to identify which elements and/or moments of an ad that contributes to its
success is how economies of scale are maximised. Once one knows what works in an ad,
that idea or ideas can be imported by any other market.
Foreign public messaging
Foreign governments, particularly those that own marketable commercial products or
services, often promote their interests and positions through the advertising of those
goods because the target audience is not only largely unaware of the forum as vehicle for
foreign messaging but also willing to receive the message while in a mental state of
absorbing information from advertisements during television commercial breaks, while
reading a periodical, or while passing by billboards in public spaces. A prime example of
this messaging technique is advertising campaigns to promote international travel. While
advertising foreign destinations and services may stem from the typical goal of increasing
revenue by drawing more tourism, some travel campaigns carry the additional or
alternative intended purpose of promoting good sentiments or improving existing ones
among the target audience towards a given nation or region. It is common for advertising
promoting foreign countries to be produced and distributed by the tourism ministries of
those countries, so these ads often carry political statements and/or depictions of the
foreign government's desired international public perception. Additionally, a wide range
of foreign airlines and travel-related services which advertise separately from the
destinations, themselves, are owned by their respective governments; examples include,
though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore),
Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China
(People's Republic of China). By depicting their destinations, airlines, and other services
in a favorable and pleasant light, countries market themselves to populations abroad in a
manner that could mitigate prior public impressions.

46. 46
Diversification
In the realm of advertising agencies, continued industry diversification has seen observers
note that “big global clients don't need big global agencies any more”. This is reflected by
the growth of non-traditional agencies in various global markets, such as Canadian
business TAXI and SMART in Australia and has been referred to as "a revolution in the
ad world".
New technology
The ability to record shows on digital video recorders (such as TiVo) allow users to
record the programs for later viewing, enabling them to fast forward through
commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale
of television programs; fewer people watch the shows on TV. However, the fact that these
sets are sold, means the company will receive additional profits from the sales of these
sets. To counter this effect, many advertisers have opted for product placement on TV
shows like Survivor.
Advertising education
Advertising education has become widely popular with bachelor, master and doctorate
degrees becoming available in the emphasis. A surge in advertising interest is typically
attributed to the strong relationship advertising plays in cultural and technological
changes, such as the advance of online social networking. A unique model for teaching
advertising is the student-run advertising agency, where advertising students create
campaigns for real companies. Organizations such as American Advertising Federation
and AdU Network partner established companies with students to create these campaigns.
Criticisms
While advertising can be seen as necessary for economic growth, it is not without social
costs. Unsolicited Commercial Email and other forms of spam have become so prevalent
as to have become a major nuisance to users of these services, as well as being a financial
burden on internet service providers. Advertising is increasingly invading public spaces,
such as schools, which some critics argue is a form of child exploitation. In addition,

47. 47
advertising frequently uses psychological pressure (for example, appealing to feelings of
inadequacy) on the intended consumer, which may be harmful.
Regulation
In the US many communities believe that many forms of outdoor advertising blight the
public realm. As long ago as the 1960s in the US there were attempts to ban billboard
advertising in the open countryside. Cities such as São Paulo have introduced an outright
ban with London also having specific legislation to control unlawful displays.
There have been increasing efforts to protect the public interest by regulating the content
and the influence of advertising. Some examples are: the ban on television tobacco
advertising imposed in many countries, and the total ban of advertising to children under
12 imposed by the Swedish government in 1991. Though that regulation continues in
effect for broadcasts originating within the country, it has been weakened by the
European Court of Justice, which had found that Sweden was obliged to accept foreign
programming, including those from neighboring countries or via satellite. Greece’s
regulations are of a similar nature, “banning advertisements for children's toys between 7
am and 10 pm and a total ban on advertisement for war toys".
In Europe and elsewhere, there is a vigorous debate on whether (or how much)
advertising to children should be regulated. This debate was exacerbated by a report
released by the Kaiser Family Foundation in February 2004 which suggested fast food
advertising that targets children was an important factor in the epidemic of childhood
obesity in the United States.
In New Zealand, South Africa, Canada, and many European countries, the advertising
industry operates a system of self-regulation. Advertisers, advertising agencies and the
media agree on a code of advertising standards that they attempt to uphold. The general
aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'.
Some self-regulatory organizations are funded by the industry, but remain independent,
with the intent of upholding the standards or codes like the Advertising Standards
Authority in the UK.

48. 48
In the UK most forms of outdoor advertising such as the display of billboards is regulated
by the UK Town and County Planning system. Currently the display of an advertisement
without consent from the Planning Authority is a criminal offense liable to a fine of
£2,500 per offence. All of the major outdoor billboard companies in the UK have
convictions of this nature.
Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws
(e.g. printing English words in bold and French translations in fine print to deal with the
Article 120 of the 1994 Toubon Law limiting the use of English in French advertising).
The advertisement of controversial products such as cigarettes and condoms are subject to
government regulation in many countries. For instance, the tobacco industry is required
by law in most countries to display warnings cautioning consumers about the health
hazards of their products. Linguistic variation is often used by advertisers as a creative
device to reduce the impact of such requirements.
Advertising research
Advertising research is a specialized form of research that works to improve the
effectiveness and efficiency of advertising. It entails numerous forms of research which
employ different methodologies. Advertising research includes pre-testing (also known as
copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad
airs to gauge how well it will perform and post-testing is done after an ad airs to
determine the in-market impact of the ad or campaign on the consumer. Continuous ad
tracking and the Communicus System are competing examples of post-testing advertising
research types.

49. 49
IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a product, a service
or an AIRTEL. The real objective of advertising is effective communication between
producers and consumers. In other words the ultimate purpose all advertising is
“Increased awareness” list of the following specific objectives of advertising.
 To make on immediate AIRTEL
 To build primary demand
 To introduce a price deal
 To inform about a products availability
 To increase market share
 To help salesman by building on awareness of a product among retailers
 To increase the frequency use of a product.
 To build overall company image
 To build brand recognition
PERSONAL SELLING
The process of selling is ensured by personal selling supposed
by advertising and sales promotion. Of these three methods personal selling occupies the
predominant role mainly because of the personal element involves. It may be described as
a personal source rendered to the community in connection with marketing of goods. It is
a marketing process with which consumers are personally persuaded to by goods and
services offered by a manufacturer. The most powerful element in the promotional mix is
salesman ship, is not something very new. Even centuraries ago salesman ship was
practiced in Greece and Rome.
Features:
1. It helps to establish a cordial and obiding relationship between the organization
and its customers.
2. It is a creative art. It creats wants a new.
3. It is a science, in the sense that “One human mind influences another human
mind”.
4. Personal selling imparts knowledge and technical assistance to the consumers.

50. 50
SALES PROMOTION
Promotion includes all those functions, which have to do with the marketing of a
product all other activities designed to increase and expand the market. But it is clearly
distinguished from advertising and personal selling, through basic aim or all the three is
one and the same viz., to increase the volume of sales.
Sales Promotion :
 Contests, Games
 Sweep stakes, Lotteries
 Premiums
 Sampling
 Fairs and Trade shows
 Exhibs
 Demonstrators
 Couponing
 Rebates
 Low interest Financing
 Entertainment
 Trade – in – allowances
 Trade stamps
“Sales promotion in a specific sense, refers to those sales activities that
supplement both personal selling and advertising and co-ordinationate them and help to
make them effective, such as displays, shows and expositions, demonstrations and other
non recurrent selling efforts not in the ordinary routine”.
In a general sense the sales promotion includes “ personal selling, advertising and
supplementary selling activities”.
Evaluation of Sales Promotion:
Two decades ago, there was no agreement among the marketing people that there
was a separate sales promotion function. In those days, promotion was a “share- run to
gain a short run good”. The importance of sales promotion is modern marketing has
increased mainly an account of its ability in promoting sales and preparing the ground for

51. 51
future expansion. The main objective of sales promotion is to attract the prospective buyer
towards the product.
PUBLICITY
The publicity is derived as “Any form of commercially significant news about a
product, and institution, a service, or a person published I a space or radio i.e. not paid for
by the sponsor”. In short advertisement is paid form of publicity. It is to be noted here that
though the terms ’ADVERTISING ‘ AND ‘ Publicity’ or differences in the field of
marketing, both are used interchangeably.
The media are broadly classified into direct indirect. Direct method of advertising
refers to such methods used by the advertiser with which he could established a direct
contact with the prospects. Most of the media are indirect in nature EX: Free Publicity,
cinema, etc.
PRESS PUBLICITY :
This remains the most popular method of publicity to day. News papers and
magazines have become a part of cultural and political life of the people. Now press
publicity takes two forms.
(a) News Papers
(b) Magazines
A.New papers :
The abbreviation for news papers is “ North. East, West, South past and present event
report”. News papers are bought largely for their news value. As such they are appropriate
for announcing new products and new development of existing products. Because of their
frequency of publication, they are also well suited to opportunity makers, the various
advantages may be summed up as follows :

52. 52
The news papers advertising sponsor four kinds of advertising
 Classified advertisement EX : House for sale” etc.,
 General advertisement
 Teaser advertisement
 News type advertisement
B.Magazines :
Another media under press publicity is magazines, and journals. They also offer good
facility because magazines are read leisurely when the reader mentally prepared to receive
the advertisement.
Magazines are periodicals (periodicals of publication is regular) but different from
news papers in two respects. One is that it pre-selects, its readership through the nature its
content: as mentioned above they are read leisurely magazines, as a group may be
subdivided from the point of view of advertisers as follows:
Kinds of out-door publicity:
Rural Advertising:
It refers to posters which are often posted on walls. The size of such poster would
be big and might contain pictures etc. It is often found in cinema advertising.
Advertisement boards :
These advertisement or posters but are kept at certain fixed places especially at
points. Where people frequently assemble bus stages, railway stations etc., and Big
hoardings will be placed at various road sides with various offers using stars such as
Sachin Ramesh Tendulkar and Sharuk Khan who are the Brand Ambassadors for Airtel
with various adds.
Vehicular Advertising :
This refers to moving advertisements. These advertisements on moving vehicle
such as buses and railway trains offer examples of this. This type of advertising has such a
very large circulation and is considered to be very effective.

53. 53
DATA ANALYSIS AND INTREPETATION
1.How do you know about AIRTEL cellular service?
TABLE NO :5.1
Airtel Known by Respondents Percentage
Friends 34 34%
Advertisement 55 55%
Other source 11 11%

54. 54
GRAPH NO:5.1
INTREPETATION:
Most of the respondents are know about airtel through advertising that is 55%, through
friends34% and 13% of the respondents known through othersources like if cusotmers
buy nokia they give airtel sim at free of cost,relativies.
34%
55%
11%
How do you know about AIRTEL cellular service
Friends
Advertisement
Other source

55. 55
2.What feature of AIRTEL forced you to use it?
TABLE NO:5.2
Features forced to use
airtel
Respondents Percentage
Advertisement 29 29%
Connectivity 10 10%
Schemes 46 46%
Good
will
20 20%

56. 56
GRAPH NO:5.2
INTREPETATION:
46% of the respondents are forced to use schemes provided by airtel, 29% are more
attracted by airtel advertisements to use airtel,20% of the people believe that airtel good
will,10% like to use because of connectivity
29%
10%
46%
20%
Features forced to use airtel
Advertisement
Connectivity
Schemes
Goodwill

57. 57
3. What is your first choice of cellular service when you want to use mobile phone?
TABLE NO:5.3
First choice of cellular Respondents Percentage
Airtel 40 40%
Vodafone 15 15%
Idea 6 6%
Aircel 2 2%
Reliance 8 8%
Tata indicom 3 3%
Docomo 13 13%
BSNL 10 10%
Uninior 1 1%
MTS 2 2%

58. 58
GRAPH NO:5.3
INTREPETATION:
Most of the people say that when they wont to use mobile phone their first choice of
cellular service is airtel that is 40%,15% of people choice Vodafone,6% use idea, 2% use
aircel,8% use reliance, 3% use tataindicom,13% use docomo,10% use bsnl,1% use
uninor and 2% like to use mts.
40%
15%
6%
2%
8%
3%
13%
10%
1% 2%
FIRST CHOICE OF CELLULAR
Airtel
Vodafone
Idea
Aircel
Reliance
Tata indicom
Docomo
Bsnl
Uninior

59. 59
4. Which was your previous telecom service?
TABLE NO:5.4
Previous telecom service Respondents Percentage
Airtel 20 20%
Vodafone 18 18%
Idea 12 12%
Aircel 4 4%
Reliance 8 8%
Tata indicom 4 4%
Docomo 5 5%
BSNL 25 25%
Uninior 2 2%
MTS 2 2%

60. 60
GRAPH NO:5.4
INTREPETATION:
Most of the people say that their previous cellular service is BSNL that is 20%,18% of
people previous choice Vodafone,12% use idea, 4% use aircel,8% use reliance, 4% use
tataindicom,5% use docomo,20% use airtel, 2% use uninor and 2% like to use MTS.
20%
18%
12%4%
8%
4%
5%
25%
2% 2%
previous telecom service
Airtel
Vodafone
Idea
Aircel
Reliance
Tata indicom
Docomo
Bsnl
Uninior

61. 61
5. Which feature of airtel is better than your previous cellular service?
TABLE NO:5.5
FEATURES Respondents Percentage
Advertisement 37 37%
Connectivity 19 19%
Schemes 44 44%

62. 62
GRAPH NO:5.5
INTREPETATION:
37% of the people say that advertisements are better than their previous cellular
service,19% says connectivity good in airtel than previous one and 44% of people says
schemes are more in airtel.
37%
19%
44%
Airtel is better than your previous cellular
service
Advertisement
Connectivity
Schemes

63. 63
6. Airtel users in your phone book?
TABLE NO:5.6
Airtel users In phonebook Respondents Percentage
Less than 30% 36 36%
30%-70% 49 49%
More than 70% 15 15%

64. 64
GRAPH NO:5.6
INTREPETATION:
People says that in their phone book 36% of less than30% airtel users are there, between
30% to 70% airtel users there in 49% of people phone books and more than 70% of
airtel users there in 15% of people phone books.
36%
49%
15%
airtel usersin your phone book
Less than 30%
30%-70%
More than 70%

65. 65
7. Type of advertisements you prefer for promoting telecom services?
TABLE NO:5.7
Type of advertisements prefer
to promoting telecom services
Respondents percentage
Television 49 49%
Radio 5 5%
News paper 27 27%
Magazines 11 11%
Wall printing 8 8%

66. 66
GRAPH NO:5.7
INTREPETATION:
49% of respondents are like advertisement through television in telecom service,27% of
the people like newspapers adds,11% are like magazines,8% are like wall printings and
5% are like radio.
49%
5%
27%
11%
8%
preferof promotion
Television
Radio
News paper
Magazines
Wall printing

67. 67
8.Type of advertisement mostly like by people in airtel is?
TABLE NO:5.8
Most liked
advertisement in airtel
Respondents Percentage
Audio visual 63 63%
Print 19 19%
Audio 13 13%

68. 68
GRAPH NO:5.8
INTREPETATION:
In airtel people mostly like audio visual advertisements that is 63%, 19% like print media
and 13% are like audio only.
63%
19%
13%
most you liked in airtel adds
Audio visual
Print
Audio

69. 69
9. Which celebrity of AIRTELdo you like the most?
TABLE NO:5.9
Most liked Celebrity of
airtel
Respondents Percentage
SachinTendulkar 37 37%
Sharukh 22 22%
Kareena 12 12%
A.R.Rehman 29 29%

70. 70
GRAPH NO:5.9
INTREPETATION:
37% of people mostly like SachinTendulkaradds in airtel, 22% like sharukh, 29% are like
A.R. Rehman and 12% of people like kareena.
37%
22%
12%
29%
celebrity you like
Sachin tendulkar
Sharukh
Kareena
A.R.Rehman

71. 71
10. Will you take benefits of schemes offered by AIRTEL?
TABLE NO:5.10
Opinion Respondents Percentage
YES 58 58%
NO 11 11%
Can’t say 28 28%

72. 72
GRAPH NO:5.10
INTREPETATION:
58% of people are enjoyed schemas offered by airtel,12% of people are not take
benefits offered by airtel and 28%can’t say about that.
58%
11%
28%
0
Will you take benefits of schemes offeredby
AIRTEL
YES
NO
Can’t say

73. 73
11. What option of AIRTEL do you like from the following?
TABLE NO:5.11
Option Respondents Percentage
NOKIA+AIRTEL 46 46%
AIRTEL MAGIC 21 21%
POSTPAID SERVICES 9 9%
AIRTEL Broadband 22 22%

74. 74
GRAPH NO:5.11
INTREPETATION:
The combination of nokia and airtel is like most of the people that 46%,airtel magic like
21%,postpaid services like 9% and 22% like airtel broadband.
46%
21%
9%
22%
which one you like
NOKIA+AIRTEL
AIRTEL MAGIC
POSTPAID SERVICES
AIRTEL Broadband

75. 75
12. Do you wish to participate in contests offered by airtel?
TABLE NO:5.12
Willingness Respondents Percentage
Yes 39 39%
No 61 61%

76. 76
GRAPH NO:5.12
INTREPETATION:
Most of the people are not to participate in contests offered by airtel that
is 61% and 39 of the people are like to participate in contests offered by airtel.
39%
61%
participate in contests
Yes
No

77. 77
13. Type of recharge options that you like?
TABLE NO:5.13
Recharge Options Respondents Percentage
More talk time 16 16%
More validity 11 11%
Both 73 73%

78. 78
GRAPH NO:5.13
INTREPETATION:
Most of the people like to use more talk time and more validity recharge options that
73%,16% they like to use more validity recharge options and 11% like to use more talk
time recharge options.
16%
11%
73%
Recharge options that you like
More talk time
More validity
Both

79. 79
FINDINGS
1. 55% of respondents come to know about airtel through advertisements, followed
by 34% through friends and 11% through other sources, like parents, colleagues
and relatives.
2. 46% of respondents are interested in nokia+airtel, 22% like Airtel broadband
services, 21% preferred airtel magic and 9% preferred postpaid services.
3. 63% of respondents mostly like audio visual in Airtel advertisements followed
19% like print media and 13% like audio.
4. 16% of respondents like more talk time and 11% like more validity.73% of
respondents like both.
5. 46% of the respondents are forced to use schemes provided by airtel, 29% are
more attracted by airtel advertisements to use airtel,20% of the people believe that
airtel good will,10% like to use because of connectivity
6. First choice of cellular service is airtel that is 40%,15% of people choice
Vodafone,6% use idea, 2% use aircel,8% use reliance, 3% use tataindicom,13%
use docomo,10% use bsnl,1% use uninor and 2% like to use mts.
7. 37% of the people say that advertisements are better than their previous cellular
service,19% says connectivity good in airtel than previous one and 44% of
people says schemes are more in airtel.
8. 49% of respondents are like advertisement through television in telecom
service,27% of the people like newspapers adds,11% are like magazines,8% are
like wall printings and 5% are like radio.
9. In airtel people mostly like audio visual advertisements that is 63%, 19% like
print media and 13% are like audio only.
10. Airtel is most concerned about customers, followed by Vodafone, Idea, BSNL,
Reliance, Docomo, Tata Indicom, Uninor, Aircel and MTS.

80. 80
RECOMONDATIONS
1. AIRTEL is successful in grabbing the highest market share in India, but there are
still some recommendations from my study point of view is that AIRTEL have
to increase their advertisements through print media.
2. AIRTEL not providing more talk time and more validity recharge options. I
recommend that they have to provide that type of recharge options.
3. People are showing more interest to buy nokia+airtel combination. I suggest that
Airtel have to concentrate on this combination.
4. The company is not concentrating on other types of advertising media.
5. Network should be expanding to rural villages.
6. The company should conduct road shows so as to get awareness in the public
about the product and services.
7. First of all company should provide all its dealers and retailers all sort of
promotion equipment such as glow sign board, banner, pumplates etc. in time so
that they increase their sales which is benefited both retailer as well as company.
8. Number of hoarding should be increased.
9. To increase the consumer as on network, company should make change in its
FRC plan for example the talk value should be divided in two parts. 50% of talk
value should provide at the time of activation and rest T.T. provide after gap of
some days.
10. Company should give extra return and other bonus, gifts to its retailers so they
put their full efforts to increase the Airtel sales.
11. Company should motivate its sales staff so they will pay more concentration in
sales and activation of new connections.