A.S.PATIL COLLEGE OF COMMERCE BIJAPUR MASTER OF BUSINESS ADMINISTRATION(Approved by A.I.C.T.E. New Delhi and affiliated to K.U.D) A REPORT ON “Brand Awarness of Airtel products” Submitted towards the partial fulfillment of the curriculum of MBA for the academic year 2008 Submitted to: Prof. M.Y.Pattenshetti Faculty of IBM Bijapur Submitted by: Mr. Sagar P.Akanoji MBA06005037 Mr. Sarang S.Naik MBA06005022 Mr. Santosh Channal MBA06005040 Mr. Amit A. Jadhav MBA06005003 Ms. Kavita Shintri MBA06005015 M.B.A IVth Semester
DECLARATION We hereby declare that this research work embodied in this entitleddissertation “Brand Awarness of Airtel products” has been carried out by us,under the guidance of Prof .M.Y.Pattenshetti. We also declare that this dissertation has not been submitted to anyUniversity or Institution for the award of any Degree or diploma.PLACE: BijapurDATE: Mr. Sagar P.Akanoji Mr. Sarang S.Naik Mr. Santosh Channal Mr. Amit A. Jadhav Ms. Kavita Shintri
ACKNOWLEDGEMENT We are thankful to many people whose timely help and guidance has helpedus to conduct this research successfully. We would also like to express my thankfulness to Prof. M.Y.Pattenshetti.Faculty of IBM , Bijapur for giving us an opportunity to pursue this project. We also wish to thank all those respondents who were patient enough ingiving answer to our questionnaire. Finally, we would like to extend our grateful thanks to all our friends andFaculty members of IBM, Bijapur whose assistance has a lot to us personally forthe completion of this research.PLACE: BijapurDATE: Mr.Sagar P.Akanoji Mr.Sarang S.Naik Mr. Santosh Channal Mr. Amit A. Jadhav Ms. Kavita Shintri
Bharti Enterprises Profile Bharti Enterprises has successfully focused its strategy on telecom whilestraddling diverse fields of business. From the creation of Airtel, one of Indiasfinest brands, to becoming the largest manufacturer and exporter of world classtelecom terminals under its Beetel brand, Bharti has created a significant positionfor itself in the global telecommunications sector. Bharti Airtel Limited is todayacknowledged as one of Indias finest companies, and its flagship brand Airtel,has over 22 million customers across the length and breadth of India. While a joint venture with TeleTech Inc., USA marked Bharti.s successfulforay into the Customer Management Services business, Bharti Enterprises.Dynamic diversification has continued with the company venturing into telecomsoftware development. Recently, Bharti has successfully launched an internationalventure with EL Rothschild Group owned ELRO Holdings India Ltd., to exportfresh Agri products exclusively to markets in Europe and USA.Our Vision & promiseBy 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 ourcustomers and how we want them to feel. We deliver what we promise and go outof our way to delight the customer with a little bit more
Our Brand Airtel was born free, a force unleashed into the market with a relentless andunwavering determination to succeed. A spirit charged with energy, creativity anda team driven “to seize the day” with an ambition to become the most globallyadmired telecom service. Airtel, after just ten years, has risen to the pinnacle ofachievement.As Indias leading telecommunications company Airtel brand has played the roleas a major catalyst in Indias reforms, contributing to its economic resurgence.Today we touch peoples lives with our Mobile services, Telemedia services, toconnecting Indias leading 1000+ corporates. We also connect Indians living inUSA with our callhome service.Brief Overview of Group Companies:Bharti Airtel Ltd Bharti Airtel Ltd is Indias leading provider of telecommunications services.The company has 4 distinct Business divisions - Mobile & telephone services,broadband services, long distance services and enterprise services.Bharti TeleTech LtdBharti TeleTech Ltd manufactures and exports world-class telecom equipmentunderthe brand BeetelTelecom Seychelles LtdTelecom Seychelles Ltd provides telecom services in Seychelles, under the brandAirtel
Bharti Telesoft LtdBharti Telesoft Ltd delivers best-in-class, revenue-critical VAS products andservices to telecom carriers.TeleTech Services (India) LtdTeleTech Services (India) Ltd is joint venture with TeleTech Inc., USA. It offers arange of Customer Management Services.Objectives of the study To know the brand awareness towards Airtel products in bijapur. To know the competitive strategies of Airtel. Bharti Airtel Limited (Formerly known as Bharti Tele-Ventues Limited) The company is a part of Bharti Enterprises, and is Indias leading providerof telecommunications services. The businesses at Bharti Airtel have beenstructured into three individual strategic business units (SBU.s) - mobile services,broadband & telephone services (B&T) & enterprise services. The mobile servicesgroup provides GSM mobile services across India in 23 telecom circles, while theB&T business group provides broadband & telephone services in 90 cities. TheEnterprise services group has two sub-units - carriers (long distance services) andservices to corporates. All these services are provided under the Airtel brand.Bharti Airtel is one of Indias leading private sector providers oftelecommunications services based on an aggregate of 22,069,003 customers as ofApril 30, 2006, consisting of 20,683,902 GSM mobile and 1,385,101 broadband &telephone customers. Company shares are listed on The Stock Exchange, Mumbai (BSE) and TheNational Stock Exchange of India Limited (NSE).
Partners The company has a strategic alliance with SingTel. The investment madeby SingTel is one of the largest investments made in the world outside Singapore,in the company. The company also has a strategic alliance with Vodafone. Theinvestment made by Vodafone in Bharti is one of the largest single foreigninvestment made in the Indian telecom sector. The company.s mobile network equipment partners include Ericsson andNokia. In the case of the broadband and telephone services and enterprise services(carriers), equipment suppliers include Siemens, Nortel, Corning, among others.The Company also has an information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call centertechnology requirements. The call center operations for the mobile services havebeen outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.Organisation Structure: As an outcome of a restructuring exercise conducted within the company; anew integrated organizational structure has emerged; with realigned roles,responsibilities and reporting relationships of Bharti.s key team players. Witheffect from March 01, 2006, this unified management structure of One Airtel willenable continued improvement in the delivery of the Group.s strategic vision
Services offered by Bharti Airtel LtdMobile ServicesAirtel Prepaid/Prepaid:Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from BhartiEnterprises, Indias leading integrated telecom service provider. With tariff definedwith respect to location. With following features: otal cost control TNo rentalsNo depositsSTD/ISD facility till last rupeeInstant Balance inquiry60 Seconds pulse rateCaller line identification24 hr recharge facility
BlackBerry: Airtel introduces a brand new offering - the BlackBerry 8700g.Uncompromising Email, Browsing and Phone Performance in all in one device.BlackBerry integrates seamlessly with your corporate email account offering asimple and secure way to communicate using GPRS/EDGE.Buisness Solutions:Vehicle Tracking Vehicle tracking solution enables a company to monitor the location of theirstock in transit. Each vehicle is mounted with an Airtel mobile (Phone) or a GlobalPositioning System (GPS) box and a vehicle tracking enabled SIM card. The SIMcard sends periodic updates of the location of vehicles to the Bharti applicationserver, as per the frequency defined. The progress of the vehicle is displayed on amap on the tracking website. The application allows tracking of multiple vehiclessimultaneously.Mobile SFA (Sales Field Automation) Mobile SFA will help companies to enable to make their web basedapplication and ERP systems wireless so that the field force can have access toinformation on their Airtel mobile phones. Bharti has worked proactively withmiddleware companies (e.g. Air2Web) and system integration partners to providethese solutions to customers.AIR (Airtel Intelligent Routing) Airtel Intelligent routing solution overlays your companys PABX to routelandline traffic through the mobile network. Employees of the company can usetheir existing landline extensions to make calls via AIR. They just need to dial acode (for example like 8, configurable by the customer) to reach the AIR terminal.
A dial tone will be heard and users can dial the number, which they want to reach.There is no change in the end user experience.Information Broadcast Information Broadcast is a means of simultaneously disseminatinginformation to multiple employees/customers over SMS. It also gives theflexibility of sending messages at a predefined time and pre-defined date. The userlogs on to the solution through internet, types the message, selects the group hewants to send the message to and after defining the date and time just clicks onthe .send button.Call Centers Business today is run for the customers. To manage customer queries (presales and post sales), clients require to set up small call centers with minimumexpenses. To help out clients with such requirment Airtel proposes the call centersolution. This solution helps the clients to start up a local call center with facilitiesto recieve 4-5 simulataneous calls. These call centers can be in a single location ormulti location.Audio Conferencing by Airtel Instead of traveling to meet with customers and suppliers many Enterprisesare saving on travel costs by using Airtels Audio Conferencing facility.AudioConferencing is an easy way to have multiple people participate in the same phonecall together. To avail of audio conferencing one does not need to install anyexpensive devices, ones landline or mobile phone will suffice. The user has anoption of either giving out a list of numbers to be dialed out, or he can be providedwith a dial in number to which people call into.
Corporate SMS Directory This service enables a user or a set of users to upload their mobile numbers,names and locations in an Airtel Server. These users can then access their numbersby using the SMS facility on their phones. AirTel provides space to its clients toupload their directories onto its servers. Bharti AirtelTelecom giant Bharti Airtel is the flagship company of Bharti Enterprises. TheBharti Group, has a diverse business portfolio and has created global brands in thetelecommunication sector. Bharti has recently forayed into retail business as BhartiRetail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It hassuccessfully launched an international venture with EL Rothschild Group to exportfresh agri products exclusively to markets in Europe and USA and has launchedBharti AXA Life Insurance Company Ltd under a joint venture with AXA, worldleader in financial protection and wealth management.Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the firstprivate telecom services provider with a footprint in all the 23 telecom circles. BhartiAirtel since its inception has been at the forefront of technology and has steered thecourse of the telecom sector in the country with its world class products and services. Thebusinesses at Bharti Airtel have been structured into three individual strategic businessunits (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. Themobile business provides mobile & fixed wireless services using GSM technology across23 telecom circles while the Airtel Telemedia Services business offers broadband &telephone services in 94 cities. The Enterprise services provide end-to-end telecomsolutions to corporate customers and national & international long distance services tocarriers.
What is a brand? A brand is a name, term, sign, symbol or design, or a combination of them,intended to identify the goods and services of one company and to differentiatethem from those of competitors. It is the place you own in the minds of peoplewho matter to you most. It is the psychological and emotional identifier that givesa company value.High brand equity provides a number of competitive advantages: • The company will enjoy reduced marketing costs because of consumer brand awareness and loyalty. • The company will have more trade leverage in bargaining. • The company can charge a higher price than its competitors because the brand has higher perceived quality. • The company can more easily launch extensions because the brand name carries high credibility. • The brand offers the company some defense against price competition.A brand name needs to be carefully managed so that its quality doesn’t depreciate.This requires maintaining or improving brand awareness, perceived quality andfunctionality, and positive associations. These tasks require continuous R&Dinvestment, skillful advertising, and excellent trade and consumer service.
Truly effective brand building doesnt start with a series of ads or press releases; itstarts with your employees, the 24x7 "who" behind your brand. Unfortunately,many companies spend more time, money and manpower communicatingexternally rather than internally. Their "front lines," especially non-managementstaff, are sometimes clueless about the brand. Creating a successful brand starts athome. We create strategies and communication tactics that ensure internal BrandAmbassadors understand and can effectively communicate key messages toexternal audiences. Creating a proactive integrated marketing program includes allthe essential ingredients of attraction marketing: media relations, sales support,advertising, collateral development, stakeholder relations, special events andinteractive marketing. All these elements, when combined with an effectivestrategy, build a strong brand in the minds of external audiences. Our targetedapproach yields the exposure, enhanced awareness and assistance you need toachieve your business objectivesDeveloping a Brand A brand is a strong, consistent message about the value of your company.You control the message through marketing, advertising, customer service, and allinteraction between your company and the market. You dont need to be as large asCoca-Cola to have a brand. Building a brand involves the same process, whetheryour company is two weeks or two years old, whether you have 100 employees ornone. Here is how a brand typically develops:Define the message. What is valuable about your company? Why do yourcustomers care? Whats so different about your company? The answers to thesequestions should form the core statement about your companys service, product,relationships, and culture: You are faster and have better service (Federal Express).You have unrelenting, perfect customer care (Nordstrom). Your products are edgy,new, independent, high-performance (Nike).
Build the image. How does this translate to your overall image? Both visually andverbally, you need to consistently communicate the companys message about itsvalue.Market the image. How can you aggressively get the word out? The messagemeans nothing until your market hears it. Your marketing and advertisingcampaigns need to communicate the companys value and establish its image.Live the message. Is the message real? Does the customer agree with you? Herecomes the tricky, long-term part: You need to deliver on the implied promise. Thecustomers experience must match the image, or the whole house of cards crashes.If you market your company as faster and better but the customer disagrees, thebrand suffers. In reality, this process is not linear, but circular. Your brand will evolve inresponse to the customer and the evolution of your market and products. Forexample, if you have a small business or start-up, you may believe that the valueof your product and company lies in one area. As you market your company andproduct, your customers may communicate that they value something else. Thenyour product and company may evolve toward that new value, bringing you tonew markets.Jagdeep Kapoor, the author of the famous book “24 Brand Mantras” has presented24 action oriented brand mantras, which will help a marketer develop an effectivebrand strategy. The unique feature of these mantras and, therefore, of this book isthat they focus on building brands by appealing to both the rational mind and theemotions. Often, in planning a brand strategy, the appeal is to only one of thesetwo aspects. For a brand to succeed, it is important that it delight the customerwhich can only happen when the brand finds a place in both the mind and heart ofthe consumer.These 24 mantras are as given below. These are broadly classified as ‘Mantras forthe Mind’ and “Mantras for the Heart”.
Mantras for the Mind: 1. To build a big brand, adopt a short brand name 2. Don’t let jazzy research replace common sense 3. Use benefit segmentation to build brands 4. Sample to sell ample 5. Don’t hesitate to communicate 6. Like salt, use advertising in the right proportion 7. What is visible, sells 8. Brand images are fragile, handle with care 9. Your consumer’s needs come first 10. Don’t under price yourself 11. Brands must make profit, not only noise 12. Focus on consumption rather than purchase
Mantras for the Heart 13. Build relationships to build brands 14. Respect your retailers 15. Avoid generality to give your brand a personality 16. Nurture your brand as you would a child 17. Service is the first step to a great brand 18. Remember, consumers look for perceived value in brands 19. Don’t sell the right product to the wrong audience 20. Pay heed to consumer emotions 21. Don’t prejudge your consumer 22. Respect the local consumer 23. Be honest, don’t con.
Defining Your Brand No matter how big or small your company, developing anemployer brand is essentially a two-step process. The first step is identifying whatyour brand represents. Many startups cherish the company culture that a coregroup of original employees has helped create. For such startups, the challenge isnot to create new brands from scratch, but to articulate their existing brands inmessages that can be delivered to both existing and potential employees.Communicating Your BrandThe second step is to figure out how youre going to communicate your brand toboth your existing employees and potential employees. For startups that lack theresources to conduct large-scale branding campaigns, developing inexpensive,creative ways to advertise an employers brand is essential. Its important to notethat retention of and communication with existing employees is as much a part ofbrand building as any message that your company sends to potential employees."Retention and recruitment are two sides of the same coin," says Hodes. Acompany must make sure that the atmosphere within the company is consistentwith the message it is delivering to potential employees.What follows are a few inexpensive tactics for startups trying to build an employerbrand.Unique benefits or office policies. These are a great way to generate buzz aroundyour workplace. Examples include allowing dogs in the office, offering discountsto fitness clubs, and providing sabbaticals for long-time employees. Your policiesshould reinforce the brand that you are trying to establish. If providing a goodwork/life balance is an important part of your company, then you should be able topoint to several policies that allow your employees to achieve that balance.
Employee referral programs. Employee referral programs can play a valuablepart in communicating your employer brand--both inside and outside yourcompany. Referral programs build morale and help retain and attract people byreminding employees why your company is a great place to work. Be sure toemphasize the positives of working for your company along with the financialrewards of providing a referral.Awards programs. Publicly recognizing employees is a great way to reinforceyour brand with existing employees. Create a regular reward program that relatesdirectly to the core values that are central to your companys success. The rewardsdo not have to be limited to cash bonuses. Give gifts that show a personal touch.Parties. Even if you cant afford to have a famous musician play at it, a party is agreat way to generate buzz about your company--provided it is well promoted,both inside and outside your company. Reward employees who take the time toplan your company parties. Emphasize that the event is both a celebration and arecruiting vehicle.Sponsoring events. Sponsorship of events, while somewhat costly, can be aneffective brand-building tool--if the event reaches your target audience. If yourgoal is to recruit more programmers, make sure the event youre sponsoring is bothinteresting to and attended by savvy programmers.Recruitment website. The career section of your companys website should playan integral part of any branding effort. For many job seekers, it will be the firstinteraction they have with your company. Post your companys core values onyour website. Profile individual employees and provide quotes about why theyenjoy working at your company.
Customer AnalysisKEY BENEFITS• Fast, flexible data warehouse solution delivers integrated customer analysis andEnhances workflow and business processes• Improved performance enhances position as a major player in Europeantelecommunications• Reduces waiting time for query responses from several hours to secondsRINGING THE CHANGES As a first step toward strategic growth since the breakup of the Spanishtelephone network monopoly, Airtel invested $1.9 billion in its own transport andaccess networks, allowing it to meet the demands of a rapidly growing operation.With more than seven million customers, the company also recognized it needed toinvest in a database to manage customer data and provide high-level marketinginformation. A data warehouse, the Almacén Integrado de Datos (Aida),wasconstructed. The purpose was to provide Airtel staff with all the qualityinformation required for dealing with business processes quickly, simply andefficiently. This was difficult given the huge volumes of data. In order to convertthe mass of basic data into usable business intelligence, Airtel needed a powerfuldata warehouse that was fast, flexible, scalable and easy to use. The integrity andconsistency of information had to be maintained, even though the data wasgenerated from disparate departments. It was essential that any solution couldensure a high degree of information integration throughout the company. Airtelselected Sybase IQ.GETTING THE BEST A fundamental problem of using Aida was the sheer volume of informationhandled on a daily basis. Waiting for all the complex data-processing algorithms tobe resolved caused unacceptable delays. However, storage technology and
advances in processing capability means that an enormous volume of data can nowbe processed at relatively low cost. Sybase IQ cut the waiting time for queryresponses down to just seconds. This compares very favorably with other tools thatcan take hours. Airtel recognized that achieving this kind of result meant selectingthe best possible database management solution. It was particularly important thatdata from disparate sources could be fully integrated in order to provide high-quality analysis that was fast and reliable.SINGLE DATA, MULTIPLE USES The Airtel data warehouse organizes information according to thecompany’s business map. Even though many different departments use the samedata, the consistency and integrity of the information is maintained. The datawarehouse converts data into knowledge? turning real-world facts, via aninterface, into valuable business intelligence. The ability to accurately analyze andpredict customer activity is crucial to Airtel overall business strategy. A thousand employees use the data warehouse for multidimensionalanalysis, making more intensive use of the system. With multidimensional analysisusing specifically designed information structures, data concerning customers,infrastructures and company processes can be extracted and users are able to createmodeling and simulation processes including techniques that complement analysis.Competitor analysis :-
In our study the marketing strategy Airtel and Vodafone are involve.“Telecoms are rolling but like never before and that 100 million marks does notlook to far away. The mobile subscriber base crossed 65 million in sept-2005 andover 30% increase over the previous year.” Indian cellular industry will roach will touch dollar 24 billion by the end of2007. Airtel 22% market share over 15 million mobile subscribers (Source:-cellular operators association of India witnessed its highest ever net addition of 18million mobile customers in a single quartersComparison Vodafone with over 10 million subscriber 15% market share may be no. 4(behind reliance and BSNL ) at present but it can the highest average revenue peruser.Airtel marketing strategy“The process innovation and continuous improvement through peopleinvolvements and investigation by “fact based root cause analysis”.Vodafone Marketing strategy“A big success factor was how aspirational overtones in brand imagery stayed,even through price wars had started again the colour orange was a seminalattribute the brands slogan was, the future bright the future’s orange.”Questionnaire
• Name: • Occupation:• Age:a) 20-24 b) 25-28c) 28-32 d) 33 and above1. Which is the current handset that you are using?NokiaMotorolaLGSony ErricsonSiemensOthers (please specify)..........2. How long are you using this set?Less than 3 Months3-6 Months6-12 Months12-18 Months18-24 Monthsmore than 2 year3. Who is your current service provider?a. Airtel .b. BSNL .c. Reliance .d. Vodafone4. How do you rate your service provider against following factors on the scale?
Very Dissatisfied Neutral Satisfied Very Satisfied DissatisfiedCoverageCustomerServiceBillingCostOffersVoiceQuality5. What kind of call do you make often?Local .STD ...ISD ..6. What is your monthly expenditure on Mobile?Rs................... ANALYSIS AND INTERPRETATION
1) To know the current handset details:Handset No. of respondentsNokia 25Motorola 1LG 12Sony ericson 5Siemens 1Others 6 Details of current Handset 12% 2% Nokia 10% Motorola LG Sony ericson 50% Siemens 24% Others 2%Interpretation:- The survey revealed that 50 percent of the respondents prefer Nokia ashandset their first choice. The reason expressed for this decision was its brandname and its warranties. 24 percent of respondents choose LG as their first choiceand 2 percent respondents Seimens and Motorola as their first choice.10 percent ofrespondents are using Sony Erricson as their handset.2) To know the number of months using the handsets: No. of months opinion of respondents
<3 months 4 3-6 months 22 6-12 months 14 12-18 months 2 18-24 months 3 more than 2 years 5 Number of months using handset 10% 8% 6% <3 months 4% 3-6 months 6-12 months 12-18 months 44% 18-24 months 28% more than 2 yearsInterpretation:- The survey found that 44 percent of respondents are using their currenthandsets since 3-6 months. While, 28 percent of respondents purchase their currenthandsets before 6-12 months.6 percent of respondents using mobile phones since18-24 months.10 percent of respondents are the old customers who were usinghandsets since more than 2 years .3) To know the current service provider:
Service provider opinion of respondents Airtel 18 BSNL 15 Reliance 9 Vodafone 8 Current service provider Vodafone 16% Airtel 36% Airtel BSNL Reliance Reliance 18% Vodafone BSNL 30%Interpretation: The survey revealed that 36 percent of respondents chosen Airtel as the cellphone service provider.30 percent of people surveyed preferred BSNL as theirservice provider in the targeted towns. Vodafone is chosen by 16 percent ofrespondents. The survey revealed that Reliance was chosen by 18 percent ofrespondents even though it is not operating in that region.4) To know the customer satisfaction over current service provider:
Very Very Dissatisfied Dissatisfied Neutral Satisfied satisfied Coverage 5 4 5 29 7 Customer service 2 7 5 33 3 Billing 3 10 10 21 6 Cost 4 5 9 29 3 Offers 7 15 13 11 4 Voice Quality 7 10 7 18 8 Customer Satsfaction Over Current Service Provider 100% 7 3 6 3 4 8 11 80% 21 29 18 29 33 13 60% 7 40% 10 9 15 5 5 10 20% 4 10 5 7 7 7 5 2 3 4 0% Coverage Customer Billing Cost Offers Voice service Quality Very Dissatisfied Dissatisfied Neutral Satisfied Very satisfiedInterpretation :Coverage:From the survey it is found that 58 percent of respondents expressed theirhappiness over good network is available in these towns.18 percent of peoplesurveyed faced problems relating to the coverage.14 percent of respondentsappreciate network coverage as very satisfied in these town, while 10 percent ofpeople are undecided over this attribute.Customer Service:72 percent of people surveyed expressed the happiness over quick responsereceived from the service provider against problems faced by customers relating to
the service. Survey reveled that 18 percent of respondents are not happy with thecustomer service from the service provider, while 10 percent of people areundecided over this matter.Billing:The survey revealed that 54 percent of respondents are believed that their serviceprovider is not overcharging against his servies.26 percent of people surveyed feltthat their current service provider is charging more as hidden charges.20 percent ofrespondents neither agree nor disagree over that his/her service provider charginghim/her appropriately.Cost:From the survey it is found that, 64 percent respondents expressed their happinessthat current service has the value what they have paid.18 percent of people areundecided about the returns on the service, which they are getting.18 percents ofrespondents felt, that handsets are costlierOffers:42 percent of people surveyed are not taken any offer from the service provider.From the survey it is found that 32 percent respondents are satisfied with offersavailed from the service provider, while 26 percent of people are not happy withoffers.32 percent of respondents are undecided over this attribute.Voice Quality:The survey revealed that 52 percent of people are receiving good voice qualitybecause appropriate strength tower installed by service provider in targeted areas.Only 34 percent of people posed complaints against service provider they are notgetting good voice over their cell phones.14 percent of respondents are not decidedover this matter.
5. What kind of call do you make often? No. of Call type Response Local calls 30 STD 15 ISD 5 Kinds of call customer make 30 30 25 20 No. of 15 response 15 10 5 5 0 Local calls STD ISDInterpretation:-From the above table 60 percent respondent are make local calls, 30 percentrespondent make STD calls and Remaining 10 Percent respondent make the ISDcalls.6) Monthly Expenditure on Cell phones:
Monthly No. of Expenditure response 51-100 3 101-200 7 201-500 29 501-1000 7 1001-2000 3 Over 2000 1 Monthly Expenditure on Cell phones in Rupees 30 25 20 No. of 29 15 respondents 10 5 7 7 3 3 1 0 51-100 101-200 201-500 501-1000 1001-2000 Over 2000 Expenditure in RupeesInterpretation: The survey revealed that 58 percent of respondents spending Rs. 201 to 500per month on their cell phones. Rupees 330 recharge coupons is the most preferredfor this group. Each 28 percent of people surveyed recharging their cell phoneswith the recharge coupons ranging from 101-200 and 501-1000 . During study itwas found that only 2 percent people used to spend more than Rs.2000 over theircell phonesFINDINGS:-
The survey revealed that 50 percent of the respondents prefer Nokia as handset their first choice. The reason expressed for this decision was its brand name and its warranties. 24 percent of respondents choose LG as their first choice and 2 percent respondents Seimens and Motorola as their first choice.10 percent of respondents are using Sony Erricson as their handset. The survey found that 44 percent of respondents are using their current handsets since 3-6 months. While, 28 percent of respondents purchase their current handsets before 6-12 months.6 percent of respondents using mobile phones since 18-24 months.10 percent of respondents are the old customers who were using handsets since more than 2 years The survey revealed that 36 percent of respondents chosen Airtel as the cell phone service provider.30 percent of people surveyed preferred BSNL as their service provider in the targeted towns. Vodafone is chosen by 16 percent of respondents. The survey revealed that Reliance was chosen by 18 percent of respondents even though it is not operating in that region. From survey we come to know 60 percent respondent are make local calls, 30 percent respondent make STD calls and Remaining 10 Percent respondent make the ISD calls.Recommendation
Improvement in network coverage:During the study it is observed that few customers of Airtel complained about poornetwork in these towns. It was also found poor network in prime areas like near bybus stand and available only few kilometers around the towns. This problem canbe resolved by installing high strength of towers.Reduction in pulse rates:Airtel charges its customers Rs.1 per minute when they make calls to other mobilephones while other service provider charges less than Re.1. This problem can beresolved by bringing down calls rating equivalently to its competitors.Clear tariff plans:Airtel is offering various tariff plans under various names. During the study it isobserved that people are confused about the tariff plans. Therefore efforts shouldbe put in educating the customers on tariff plans at the point of purchase.Customers meet:Most of the customers have the problems relating problems like handsets, serviceand network etc. In order to resolve this problem regular customers meet can bearranged in these towns where customers can seek solutions for their problems.
Conclusion We are conclude that the brand image of airtel is very good in thecustomers mind so that they are competing other players.