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  1. 1. INTRODUCTION<br />Chapter-I<br />INTRODUCTION<br />Introduction- Objective of the study- Scope<br />of the study- Limitation of the study<br /><ul><li>INTRODUCTION </li></ul>A Summer project for MBA students in business is a collaborative enterprise, frequently involving research or design, that is carefully planned to achieve a particular aim in a very short duration(according to our syllabus under Dr.MGR University)Actually Summer Project is an integral part of the MBA program under MGR University.<br />At university, a project is a research assignment given to a student which generally requires a larger amount of effort and more independent work than is involved in a normal essay assignment. It requires students to undertake their own fact-finding and analysis, either from library/internet research or from gathering data empirically. The written report that comes from the project is usually in the form of a dissertation, which will contain sections on the project's inception, methods of inquiry, analysis, findings and conclusions.<br />Introduction to Project:- <br />The word project comes from the Latin word projectum from the Latin verb proicere, "to throw something forwards" which in turn comes from pro-, which denotes something that precedes the action of the next part of the word in time and iacere, "to throw". The word "project" thus actually originally meant "something that comes before anything else happens".<br />When the English language initially adopted the word, it referred to a plan of something, not to the act of actually carrying this plan out. Something performed in accordance with a project became known as an "object".<br />1<br />Project is the discipline of planning, organizing, and managing resources to bring about the successful completion of specific project goals and objectives. It is often closely related to and sometimes conflated with program management.<br />There are mainly two important Assets for any marketing company, i.e. customers and clients. So it is very important to retain your clients and look for new customers. If there will be any flaws in Customer Satisfaction, it can suffer a lot.<br />So to be in Long run business, you should put a lot of emphasis on Satisfaction of Customer. If you are having only one loop hole in your channel, it can mess up whole network. So we can say it is the back bone of any organization.<br />So while studying this topic, I have learned a lot regarding delivering value to customer. Because customer is the reason for any company’s identity.<br />2<br /><ul><li>Objectives of the study</li></ul>The Indian communications scenario has transformed into a multiplayer, multi product market with varied market size and segments. Within the basic phone service the value chain has split into domestic/local calls, long distance players, and international long distance players. Apart from having to cope with the change in structure and culture (government to corporate), Airtel has had to gear itself to meet competition in various segments – basic services, long distance(LD), International Long Distance (ILD), and Internet Service Provision (ISP).It has forayed into mobile service provision as well.<br /> <br />PROJECT A: STUDY ON IDENTIFICATION OF PROBLEMS IN CUSTOMER PERCEPTION OF AIRTEL <br />OBJECTIVE:<br /><ul><li>To observe the faulty practices done by retailers & distributors
  2. 2. To observe lacunas in distribution channels
  3. 3. To categorize retailers in organized slabs </li></ul>PROJECT B: STRATEGIC & INDUSTRIAL ANALYSIS FOR AIRTEL <br />OBJECTIVE:<br /><ul><li>To know the current market share of Airtel in urban and rural area
  4. 4. What marketing strategies the Airtel is implementing to defend and increase the market share
  5. 5. To find out how Airtel react to the technology changes in the communications sector</li></ul>Primary Objective:<br /><ul><li>To find the satisfaction level of the customer regarding products and services in the Airtel.
  6. 6. 3
  7. 7. To understand the market potentiality for Airtel.</li></ul>Secondary Objective:<br /><ul><li>To find what customers want from the company.
  8. 8. To find if the Airtel is unable to provide sufficient facilities to the customers then what will be the substitute for the customers.
  9. 9. To check why customer is not satisfied with the particular services.
  10. 10. To determine the price of the product.
  11. 11. To find out the awareness level of the customer.
  12. 12. To analyze the brand positioning strategies of Airtel.</li></ul>4<br />1.3. Scope of the Study<br />The scope of study is very wide it include all activities , which helps the management in getting the work done by the labour force in the best possible way to accomplish the main objectives of the organization. It also helps to study and know the organization structure along with their day-to-day functioning.<br /><ul><li>This research study is useful for ‘Airtel’ to understand the expectations and requirements of customers to serve them in better way.
  13. 13. This research was conducted from June 2010-July2010.
  14. 14. The brand equity was measured in terms of brand attribute preferences, brand awareness, brand loyalty and preferences about the brand.
  15. 15. The study helps to understand whether the customer is satisfied or dissatisfied.
  16. 16. To find the various factors that causes the dissatisfaction to the customer and overcome those better strategies.
  17. 17. To channel the distribution which will enable to reach the customer and communicate.
  18. 18. This will ultimately lead to customer satisfaction.</li></ul>5<br />1.4 Limitation of the Study<br /><ul><li>Every research work suffers from several limitations. So also the respective study has no exception to it. The researcher during his study suffered from following limitations.
  19. 19. First of all the short span of time is not sufficient to conduct study on the topic “CUSTOMER PERCEPTION” covering a vast area. Secondly as the fieldwork is restricted to a single plant it would create a problem on the part of researcher to bring a broader generalization on the study. The customer perception factors that have been provided to the employees, apart from collecting data from the HRD Centre of Airtel, data were collected from the management and workers by interaction.
  20. 20. Findings are based on the views expressed by the consumers .So it may suffer from biased prejudices.
  21. 21. Weather conditions were not favorable.
  22. 22. Some of the respondents were not cooperative and many seem to be having no interest.
  23. 23. The study has not been intended on a very large scale, have the possibility of error, which cannot be ruled out.
  24. 24. Some customers were very apprehensive about responding.
  25. 25. In some instances some respondents may not revealed the truth.
  26. 26. The sample size chosen is small keeping in consideration many factors.
  27. 27. Time factors were unable to monitor the advertisement acceptability.
  28. 28. Faced problem in getting appointments because of their busy schedules. </li></ul>---------------------------------<br />6<br />STUDY PROFILE<br />Chapter- II<br />STUDY PROFILE<br />Industry profile-History of the company- Hierarchy of the company<br />- Activity of the company<br />2.1 Industry Profile<br />The fast track growth of the Indian telecom industry has made it a key contributor to India’s progress. <br />India adopted a phased approach for reforming the telecom sector right from the beginning. Privatization was gradually introduced, first in value-added services, followed by cellular and basic services. An independent regulatory body, Telecom Regulatory Authority of India (TRAI), was established to deal with competition in a balanced manner. This gradual and thoughtful reform process in India has favored industry growth.<br />Today, there are more than 225 million telecom subscribers in India. Every month, 6-7 million new subscribers are added. Upcoming services such as 3G and WiMAX will help to further augment the growth rate.<br />Furthermore, the Indian economy is slated to sustain its 7-9 per cent growth rate in the near future. This is supported by the political stability that the country is experiencing currently. India’s demographic outlook makes it one of the largest markets in the world. A conducive business environment is also created by a favorable regulatory regime.<br />India is currently the third-largest mobile market in the world in terms of mobile subscribers. Thus, the Indian market provides telecom service providers with a large untapped potential, given the country’s increasing population and its low teledensity, which is close to 19 per cent presently. The fact that the Indian telecom market witnesses an addition of approximately 6 million subscribers every month is proof of the country’s <br />6<br />immense growth potential. The Indian telecom industry is growing at the fastest pace in the world and India is projected to be the second largest telecom market globally by 2010.<br />Revenues of Indian Telecom Industry: 2002-10 (US$ billions) <br />The Indian telecom industry witnessed a CAGR of approximately 22 per cent from 2002-03 to 2006-07. The CAGR from 2006-07 to 2009-10 is expected to stabilize at 21 per cent. <br />.<br />The Indian telecom market generated revenues of approximately US$ 20 billion in 2006-07. The market witnessed a growth rate of 33 per cent over the last year and recorded a CAGR of 22 per cent for the period 2002-03 to 2006-07. This growth has resulted in doubling the revenues of the telecom segment in the past three years. Further, it is expected that the industry will generate revenues worth US$ 43 billion by 2009-10.<br />2.2 History of the company<br />Telecom giant Airtel is the flagship company of Bharti Airtel Enterprises. Airtel was started by Mr. Sunil Bharti Mittal, a graduate from Ludhiana (PUNJAB).earlier he was owner of local telecom company Beetel. Afterwards he planned to expand his company at national level and the consequence is Airtel, what we see today.<br />Airtel comes from Bharti Airtel Limited, India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. It is the <br />7<br />largest cellular service provider in India in terms of number of subscribers.<br />Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar.<br />The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) - Mobile Services (using GSM Technology), Airtel Tele media Services (Broadband, Fixed Line, Leased Line) & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Tele media Services business offers broadband & telephone services in 94 cities. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. It is one of India's leading private sector providers of telecommunications services based on an aggregate of 64,268,047 customers as on March 31, 2008, consisting of 61, 984,721 GSM mobile and 2,283,326 Bharti Telemedia subscribers. Company shares are listed on The Bombay Stock Exchange (BSE) and The National Stock Exchange (NSE).<br />The Bharti Group has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. <br />It has successfully launched an international venture with EL Rothschild Group to export fresh Agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world leader in financial protection and wealth management.<br />8<br />FACTSHEET<br />NameBharti Airtel Limited. Business DescriptionProvides GSM mobile services in all the 22 telecom circles in India, and was the first private operator to have an all India presence. Provides telemedia services (fixed line and broadband services through DSL) in 95 cities in India.EstablishedJuly 07, 1995, as a Public Limited CompanyProportionate RevenueRs. 369,615 million (year ended March 31, 2009-Audited) Rs. 270,250 million (year ended March 31, 2008-Audited)As per US GAAP AccountsProportionate EBITDARs. 151,678 million (year ended March 31, 2009 - Audited) Rs. 113,715 million (year ended March 31, 2008 - Audited)As per US GAAP AccountsShares in Issue 91,898,239,796 as at March 31, 2009ListingsThe Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE)Market Capitalization (as on Jul 08, 2009)Approx. Rs. 1,504 billionClosing BSE share price = Rs. 792.25Customer Base93,923,248 GSM mobile and 2,726,239 Telemedia Customers (status as on March 31, 2009)Operational NetworkProvides GSM mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence. It is providing telecom services to 94 cities on India.<br />VISION & PROMISE<br />By 2010 Airtel will be the most admired brand in India:<br /><ul><li>Loved by more customers
  29. 29. Targeted by top talent
  30. 30. Benchmarked by more businesses </li></ul>Airtel always think in fresh and innovative ways about the needs of their customers and how we want them to feel. It delivers what it promises and goes out of its way to delight its customer with a little bit more. It is also working on mission R.A.C.E which is revenue and customer excellence.<br />MISSION<br />They will meet global standards for telecom services that delight customers through:<br />Customers Service Focus<br />Empowered Employees<br />Innovative Services<br />Cost Efficiency<br />10<br />2.3 Hierarchy of the company<br />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.<br /> <br />RURAL DISTRIBUTION MODEL (RS RD MODEL)<br /> <br />11<br />All the reporting of the channel to the ZSM is done by the TSM (Territory Sales manager). ZSM reports to the Zonal Business Manager (ZBM). Under one ZBM there are two ZSMs for a zone.<br />URBAN DISTRIBUTION MODEL (FOS MODEL)<br /> <br />Here also TM (territory manager) reports to the ZSM and ZSM reports to the ZBM.<br />AWARDS & RECOGNITIONS<br />2008-2009<br /><ul><li>Bharti Airtel reached the magical milestone of 100 million customer base
  31. 31. Airtel signed a major deal with Manchester United Football Club. As a result of the deal, Airtel gets the rights to broadcast the matches played by the team to its customers.</li></ul>2007-2008<br /><ul><li>Bharti Airtel has won the CNBC-TV18 India Business Leader Award for the Outstanding Company of the year, 2007
  32. 32. Bharti draws top honors at the NDTV Profit Business Leadership Awards 2007</li></ul>12<br /><ul><li>Bharti Airtel Ranked 3rd on Shareholder Returns in Business Week IT 100 List
  33. 33. Sunil Bharti Mittal conferred Degree of Doctor of Science (Honoris Causa) by G. B. Pant University</li></ul>2006-2007<br /><ul><li>Bharti draws top honors at the NDTV Profit Business Leadership Awards 2007
  34. 34. Bharti Airtel awarded the prestigious QCI-DL Shah Award on Economics of Quality
  35. 35. Sunil B. Mittal chosen for this year’s Padma Bhushan Awards
  36. 36. Bharti Airtel is once again chosen for India’s most Customer Responsive Telecom Company Award
  37. 37. Bharti Airtel is amongst India’s Most Admired Knowledge Enterprises in 2006
  38. 38. Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE
  39. 39. Bharti Airtel among the top 10 best performing companies in the world according to Business Week IT 100 list</li></ul>The complete research design is formulated with the following steps:<br /><ul><li>Identify and define the problem
  40. 40. Choice of Research Design
  41. 41. Determining sources of Data
  42. 42. Designing data collection Forms
  43. 43. Determining sampling design and sampling size
  44. 44. Organizing and conducting the field survey
  45. 45. Processing and analyzing the collected data
  46. 46. Interpretation and conclusion</li></ul>RESEARCH DESIGN<br />Research Design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. The design followed for this research is given below:<br /><ul><li>13</li></ul>DESCRIPTIVE RESEARCH<br />The type of research Design for this Research Project is Descriptive Research. Descriptive research is systematic and fixed in format and structure. They require a precise knowledge about the concept of the research which in this case is available to us. And deeper insight was required so cross sectional studies are carried out. In cross sectional studies or sample surveys, we rely on a sample of elements from the population of interest that are measured at a single point in time. A typical sample survey involves summarizing and generalizing the data collected.<br />The cross sectional studies are of these types:<br /><ul><li>Field studies
  47. 47. Surveys
  48. 48. Direct Interview</li></ul>14<br />2.4 Activities of the company<br />BUSINESS DIVISIONS<br /> MOBILE SERVICES<br />Bharti offer mobile services using GSM technology on 900MHz and 1800MHz bands, and are the largest wireless service provider in the country, based on the number of customers. Our 93,923,248 mobile customers accounted for a customer market share of 24% of wireless market, as on March 31, 2009.<br />They offer post-paid, pre-paid, roaming and value added services through our extensive sales and distribution channel covering 1,191,323 outlets. <br />AIRTEL TELEMEDIA SERVICES<br />Bharti provide broadband (DSL) and telephone services (fixed line) in 95 cities with growing focus on new media and entertainment solutions such as DTH and IPTV. We had 2,726,239 customers as on March 31, 2009 of which 39.3% were subscribing to broadband/ internet services.<br />This segment include supply and installation of fixed-line telephones providing local, <br />15<br />national and international long distance voice connectivity and broadband Internet access through DSL. They also remain strongly committed to their focus on Small and Medium Business enterprises. <br />ENTERPRISE SERVICES (CORPORATES)<br />The group focuses on delivering telecommunications services as an integrated offering including mobile, broadband & telephone, national and international long distance and data connectivity services to corporate, small and medium scale enterprises.<br />ENTERPRISE SERVICES (CARRIER SERVICES)<br />The Company compliments its mobile and broadband & telephone services with national and international long distance services. It has over 35,016 route kilometers of optic fiber on its national long distance network. For international connectivity to east, it has a submarine cable landing station at. For international connectivity to the west, the Company is a member of the South East Asia-Middle East-Western Europe – 4 (SEA-ME-WE-4) consortiums along with 15 other global telecom operators.<br />BRAND <br />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, after <br />16<br />just ten years, has risen to the pinnacle of achievement.As India's leading telecommunications company Airtel brand has played the role as a major catalyst in India's reforms, contributing to its economic resurgence.<br />LOGO <br />The Airtel logo is a specially drawn wood mark. It incorporates two solid, red rectangular forms whose counter-form creates an open doorway. The title case lettering with its capital ‘A’ reinforces leadership position. The red dot focuses on innovation. Its logo is a reflection of its identity-confident symbol of a brand that is always ahead of the rest, always “In touch” and on customer’s side. Be respectful of how and where the logo is used. Logo should not be used smaller than 15 mm, except for when it appears on a handset.<br />COMMISSION<br />Commission percentage offered by Airtel to the distributor and retailer in both the models is same. But Airtel itself is compromising in the RS RD model. In case of RS RD model Airtel is giving .75% more commission. But this commission is taken by the rural super stockiest as shown in the diagram below.<br /> <br />In case of urban FOS model of distribution RS is not present so in that case Airtel from its pocket releases lesser margin. But this margin for distributor and the retailer is same as shown below: <br />17<br /> <br />Airtel do not have ACC1 sim selling scheme now. ACC1 Sims is those in which validity is loaded in advance and then the sim is sold to the retailer. Airtel pays to the retailers at the end of the month.<br />PAYOUT FORMAT<br />Below is the information that how Airtel pays to its retailers. This is known as TRADE PAYOUT. <br />AIRTELPRODUCT 1PRODUCT 2SIM VALUE050MRP10398SERVICE TAX9.629.15CALLING VALUE93.3810PROCESSING FEE0.0078.85COST103148GROSS ACTIVATION COST5040LANDING53108<br /> <br />Now we calculate cost from here cost is total of sim cost plus MRP.<br />MRP = Calling value + Service Tax + Processing Fee.<br />Calling value is the talk time given to the customer. <br />Service Tax is paid to government by the company, so is usually charged from the <br />18<br />customer, if that will be waived off then Airtel will have to shell out money from its pocket to pay to government.<br />Cost – GAC (Gross Activation Cost) = Landing( Cost to Retailer)<br />Landing is what cost to retailers. But it is divided into two parts:<br />OTF (on the fly) – this means when an activation takes place. At that particular time money is transferred to the LAPU of a retailer from which he has activated a number.<br />At the end of month payment. Remaining payment is given to the retailer at the end of month.<br />At present OTF is 80%, some time before it was 100% but generally it is less than 50%.<br />The project is concerned with identification of problems in distribution channel, avoids these channel faults, categorization of retailers in Haryana. So to perform this, it was mandatory to visit the retailers personally & collect important information from them. For this purpose, a market survey was necessary to be conducted.<br />For this, intensive field work has been done to check out the reactions of retailers towards Airtel & any problems they face while dealing with Airtel distributor. The use of SM Format made my work lot easier and simpler. This SM Format contains all details regarding retailers and all competing brands in the market. The information in it was like new activations being done by retailer, stock available to him, dead stock available, his remarks, category of retailers, class of retailers, and their preference.<br />The SM Format has been attached regarding this at the end of the report. A lot of probing was done to take out the reality in this project. As each and every city of Haryana could not be covered so some major cities and villages were visited to get the exact knowledge about reactions of retailers. This helps in taking a close view at both Urban & Rural area.<br />19<br />Ambala Cantt, Ambala City, Yamunanagar, Baldev Nagar, were the cities allotted for this field work. A few villages were (Saha, Mithapur, Bilaspur, Buria, Sadhaura, Jandali, Khizrabad, Chcharauli etc.) <br />After selecting these destinations, all the retailers available in these cities and villages were visited. These retailers were questioned as per demanded by SM Format and data has been filled in that format.<br />Here starts the analysis of the raw data, to collect useful information, trends and results from it. It is the most important part in research process, because the success of research depends a lot on this. The analysis is being done using statistical tools.<br />The analysis and interpretation of SM Format’s details has been displayed later on in this chapter. This has been done with the use of pie charts, bar graphs, doughnuts and other diagrams. The results of the analysis have been explained with reason. <br />Based on this analysis, some findings, suggestions and recommendations have also been given later on, which must be dully considered.<br />Let’s have knowledge about that what is the project. Light is thrown on it here.<br />20<br />REPORT<br /> Chapter- III<br /> REPORT<br />Observations in the company- Summarizing the project experience-<br />Finding Suggestion- Conclusion<br />3.1 Observations in the company<br />I did my project in AIRTEL from Delhi, and there I have learned so many things that is I have mention below<br />Telecom giant Airtel is the flagship company of Bharti Airtel Enterprises. Airtel was started by Mr. Sunil Bharti Mittal, a graduate from Ludhiana (PUNJAB).earlier he was owner of local telecom company Beetel. Afterwards he planned to expand his company at national level and the consequence is Airtel, what we see today.<br />Airtel comes from Bharti Airtel Limited, India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. It is the largest cellular service provider in India in terms of number of subscribers.<br />INDIAN TELECOM INDUSTRY FACT BOOK<br /><ul><li>Total telecom subscribers: 225.21 million (June 2007)
  49. 49. Tele density: 19.86 per cent (June 2007)
  50. 50. Addition of new mobile subscribers per month (June 2007): 7.34 million
  51. 51. Annual growth rate of telecom subscribers (2006-07): 46.82 per cent
  52. 52. One of the fastest growing cellular telephony markets in the world
  53. 53. Average Revenue Per User (ARPU) for GSM: ~ US$ 6.6 per month
  54. 54. 21
  55. 55. More GSM subscribers than fixed line subscribers
  56. 56. Telecom equipment market (2006-07): US$ 17,100 million
  57. 57. Handset market (2006-07): US$ 4,750 million
  58. 58. Expected to reach a mobile subscriber base of about 500 million by 2010 (i.e., more than one phone for every household)</li></ul>3.2 Summarizing the project experience<br />According to my experience of 41 days of summer project in AIRTEL. It is one of the best company in India in the field of communication media.<br />As well as about Customer Satisfaction of AIRTEL that I have mention below.<br />TELECOM SERVICES<br />The Indian telecom industry can be divided into basic, mobile and Internet services. There are also some smaller segments such as radio paging services, Very Small Aperture Terminals (VSATs), Public Mobile Radio Trunked Services (PMRTS) and Global Mobile Personal Communications by Satellite (GMPCS).<br />BASIC SERVICES<br />Basic services encompass fixed wire line and Wireless in Local Loop (WLL-fixed) services. BSNL and MTNL are the two largest operators in this segment. MTNL is present in Delhi and Mumbai, whereas BSNL covers the rest of the country. Though private players, such as Bharti and Reliance, have registered notable growth, the Government-owned BSNL dominates the segment in terms of subscriber base.<br />22<br />MOBILE SERVICES – STAY CONNECTED<br />Mobile services have led the spectacular growth of the Indian telecom industry. Currently, 12 players are active in this segment. The total number of wireless subscribers escalated to 185.13 million by the end of June 2007, with the monthly addition of more than 6 million wireless subscribers. <br />All the operators predominantly provide voice services, value added and data services such as SMS, mobile internet service, email, chatting, conferencing, GPRS service, etc. Services such as video conferencing and Closed User Group (CUG) facility are also gaining momentum.<br />Indian Mobile Services Market Share (Till Quarter Ending March 2007)<br />GSM continues to dominate this segment by a large margin as compared to CDMA, which has a share of only 27 per cent.<br />.<br />Indian players have constantly reduced tariffs, which in turn has led to a constant reduction in the Average Revenue Per User (ARPU). However, though the ARPU is declining gradually, it remains well supported by the increase in subscriber base. The ARPU for GSM service in India is much higher than that for CDMA service.<br />RADIO PAGING SERVICES<br />Radio paging services took off to a promising start in India in 1995. The segment, however, could not compete well with cellular services in general and SMS technology in particular and is shrinking continuously. At present, all but four radio paging service providers have been marginalized in the Indian market.<br />Radio paging services have been registering negative growth since FY 2000.<br />23<br />VERY SMALL APERTURE TERMINALS (VSATS)<br />The market for VSAT services surged by 5.73 per cent during the quarter ending in December 2006 and the segment had a total subscriber base of 55,070. HCL Comnet is the largest of the eight players functioning in the market.<br />PUBLIC MOBILE RADIO TRUNKED SERVICES (PMRTS)<br />A majority of the PMRTS subscribers (72.05 %) are based in metropolitan cities – Delhi, Mumbai, Chennai and Bangalore.<br />The PMRTS industry has not grown to its envisaged potential in India. High license fee for this service leaves very thin margin for services providers, thereby inhibiting its growth. Around 31,000 subscribers are availing this service in India from 12 different operators.<br />GLOBAL MOBILE PERSONAL COMMUNICATIONS BY SATELLITE (GMPCS)<br />GMPCS services were launched in India in 1999. These services allow a subscriber to communicate from any point on earth through a hand-held terminal. Moreover, the telephone number remains unchanged, irrespective of the subscriber’s location.<br /> Iridium India Telecom Limited pioneered GMPCS services in India. The Government has restricted foreign equity participation in this segment to 49 per cent.<br />INTERNET SERVICE – ROAD TO A HI-TECH INDIA<br />Approximately 400 Internet Service Providers (ISPs) are offering Internet services in India.<br />Despite a slow penetration rate, this segment embodies huge growth potential in India. In June 2007, there were 2.52 million broadband connections in India. BSNL is the largest player by market share in this segment. With the implementation of Broadband Policy in <br />24<br />2004, the Government has sent out signals of its positive intent to boost internet penetration in the country. Earlier in 2002, the Government opened internet telephony and issued licenses in this domain.<br />The total number of Internet subscribers increased at a CAGR of approximately 60 per cent from 1997-98 to 2006-07.<br />TELECOM SERVICE PROVIDERS<br />Bharti Televenture leads the Indian telecom market. The company had more than 100 million cellular subscribers in May 2009. Despite stiff competition, Bharti has been successful in retaining its position of leadership. It has the largest market share in the GSM segment. <br />Its major competitors are Vodafone, Reliance, Idea, BSNL and Tata. They are making their continuous efforts to have larger share of the market. Recently Reliance and Tata have introduced themselves to the GSM segment also. <br />Market Share of Wireless Operators (Till Quarter Ending March 2007)<br />The private players occupy 75 per cent of the subscriber base, whereas, the public sector operators (BSNL and MTNL) share the remaining pie. CDMA services were introduced in India in 2002. Reliance Communications dominates the Indian CDMA mobile services segment<br />25<br />3.3 Finding<br />As this project was about “Study on Identification of Problems in Customer Perception of Airtel”, so after analysis and interpretation of data, I have found some very interesting and useful facts regarding Airtel, its retailers and distributors. These findings can be used while dealing in these areas with those people. <br /><ul><li>Findings are based on the views expressed by the consumers .So it may suffer from biased prejudices.
  59. 59. Weather conditions were not favorable.
  60. 60. Some of the respondents were not cooperative and many seem to be having no interest.
  61. 61. The study has not been intended on a very large scale, have the possibility of error, which cannot be ruled out.
  62. 62. Some customers were very apprehensive about responding.
  63. 63. In some instances some respondents may not revealed the truth.
  64. 64. The sample size chosen is small keeping in consideration many factors.
  65. 65. Time factors were unable to monitor the advertisement acceptability.
  66. 66. Faced problem in getting appointments because of their busy schedules. </li></ul>26<br />3.4 Suggestions<br />Today, there is a brand for every occasion, gender ,age and time. Which is why, company or market focuses a lot on brand management. No wonder they are betting big not only on creating the brand but also in recreating, repositioning, rejuvenating and reviving the clearly it is a big boom business; even as now brands hit the market everyday there are many others who fade away, for every 100 brands that are born about 90 of them bite the dust that is the dilemma of the brand management.<br /><ul><li>The first implication is that brand building is a long term and on going exercise, it takes sometimes to build the brand in the market.
  67. 67. The most important factor of brand status is the ability of the brand to change a premium and the share of the market segment.
  68. 68. At the foundation of trust is the customer belief is the ability or competence of brand ultimately, consumer should be satisfied.
  69. 69. In the booming industry technology up gradation as well cheap-cum-best service should be provided by the company in accordance with the needs of the consumer demand or taste.
  70. 70. The company should have to maintain the brand status .It will mainly focus on the consumer satisfaction. Because, customer is the onus of all over marketing activities.
  71. 71. Cellular service providers must be considering adopting the hi-tech or end-to-end solution.
  72. 72. The tariff rates should be flexible, compatible and rational.
  73. 73. Mobile phone also denotes status symbol. Those persons who are the leaders in possessing the mobile phone they must have very long range of descendents—spouse, son and daughter may also like to have mobile phones. Marketing strategy symbol and wants to show independence from the earlier generation.
  74. 74. 27</li></ul>3.5 CONCLUSION<br /><ul><li>The strength and weakness of the competitor is very important in any type of business. Hence, Bharti should also bear this in the mind and in accordance with it the policy should be framed.
  75. 75. The promotional activities, marketing of product is as essential as food for human being. Similarly Airtel mobile also requires the same.
  76. 76. The competitor believes in aggressive advertising by making the local mass, so it is advisable to the company to advertise their product and service to the local mass.
  77. 77. The suggestion given by indirect partner should be taken into consideration which decides about the policy-making initiatives or tools.
  78. 78. Airtel should try to involve their indirect partners in setting and achieving the target efficiently.
  79. 79. A radical change is needed to provide the easy inter-connectivity and remote coverage facility.
  80. 80. Claims and grievances should be monitored as per the customer’s desires or indexes.
  81. 81. The customer care solution should be easy accessible and be just in time manner.</li></ul>28<br />BIBLIOGRAPHY<br /><ul><li>www.airtel.in
  82. 82. www.google.in
  83. 83. www.wikipedia.com
  84. 84. www.scribd.com
  85. 85. www.trai.gov.in
  86. 86. www.ibef.com
  87. 87. C.R.Kothari, “ Research Methodology”
  88. 88. Kotler Philip, “Marketing Management” , (Prentice-Hall, Pearson Custom Publishing)</li></ul>29<br />