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59429994 airtel 2 59429994 airtel 2 Document Transcript

  • DISSERTATION REPORT ON MARKETING STRATEGY OF AIRTEL Submitted in partial fulfillment of the requirement of the degree of Masters of International Business H.N.B. Garhwal University, Srinagar, Garhwal UNDER THE GUIDENCE OFSubmitted to: Submitted By:Ms Swati Bisht SATYAM KUMAR JAISWAL BBA Vth SEM 8571049 NATIONAL P.G. COLLEGE 2008-2011
  • ACKNOWLEGEMENTI would like to take this opportunity to express my gratitude towards all those people who havehelped me in the completion of this project and without whose support I would have not been ableto complete the project successfully. I would also like to express my sincere gratitude towards my teacher Ms Swati Bisht, forproviding guidance and helping me in every step to complete this project. I also thank my parentsfor their direct and indirect support during the entire course of this project.
  • CERTIFICATEI have the pleasure in certifying that SATYAM KUMAR JAISWAL Is a bonafide student of BBAV Semester of National P.G. College, Lucknow under Roll No 8571049. He has completed his project work entitled AIRTEL under my supervision. I certify that this is his original effort & has not been copied from any other source. Thisproject has also not been submitted in any other University for the purpose of award of anydegree. This project fulfills the requirements of the curriculum prescribed by University Of Lucknow,for the said course.Signature:Name of the Guide:Date View slide
  • DECLARTIONI, SATYAM KUMAR JAISWAL hereby to declare that this projectis the record of authentic work carried out by me during my academicsession year 2008-2010 and has not been submitted to any otheruniversity or institute towards the award of any degree. View slide
  • Table of Contents 1.1.1. Bharti Airtel....................................................................................................21 1.1.1. Bharti Airtel......................................................................................21 1.1.2. The Brand......................................................................................................23 1.1.2. The Brand........................................................................................23 1.1.3. Airtel’s Vision & promise...................................................................................24 1.1.3. Airtel’s Vision & promise....................................................................24Business Divisions.............................................................................25Airtel Advantages.............................................................................272005....................................................................................................45Sells 10% stake to Vodafone............................................................45Inks insurance J-V with Axa...........................................................452006....................................................................................................45Signs pact with Wal-Mart to explore retail opportunities in India452007....................................................................................................45SUBSCRIBERS IN AIRTEL...........................................................46 a) The Airtel Colour Palette .........................................................................49Research Methodology.....................................................................50Limitations........................................................................................66BIBLOGRAPHY..............................................................................69www.airtel.com.................................................................................69www.google.com................................................................................69Business India...................................................................................69Economic times.................................................................................69
  • 70 Executive SummaryThe project undertaken by me at Bharti Airtel Limited as part of SummerInternship Program provided me an opportunity to understand the operationsand to gain an insight into the various strategies employed to cater thissegment of the industry.Working from the office in Dehradun from 18th June 2007 to 18th August2007, I have learnt about the various aspects of Telecom sector. This projectwas a practical experience as I learned how to deal with the channels ofdistribution.As a part of the project the following activities were done during the eightweek summer internship project at Bharti Airtel Limited:
  • • Worked with marketing team headed by Mr.GiteshTaneja (Zonal Manager Marketing), Dealers, Distributors, Retailers, Field Sales Executive (F.S.E) and F.C.E. etc. • Covered few regions in Dehradun(rural) like [rajpur, kandoli, raipur, nehrugram, doiwala, mahuwala, banjarawala, mothrawala, mohabewala, banyawala, premnagar, tahakurwala, manduwala and many other rural areas .]The following steps followed to conduct this research: • Primary data is collected by using the survey research. In the survey research personal contacts are made with retailers and the required information is collected by directive or structured interview. • Interviewed the targeted respondents in the predecided field area Dehra-Dun (Urban). • Then the data was processed to give it a logical form.
  • • On the basis of this information, conclusion was made and recommendation was given.This provided me an ample amount of learning and an opportunity tocommunicate with the professionals across the segment.The project has been a great experience for me as an individual andprovided me an opportunity to work in team on a practical project;thereby it acted as a platform for me to gather first hand experience forexploring the corridors of the corporate world.
  • Executive summary of Indian Telecom Market• Lowered call tariffs are a major industry growth driver• Wireless Subscriber growth will continue around 10m users/year• India is primarily a low priced handset market (100-150 Euros)• Prepaid will continue to dominate in both GSM and CDMA Segments.• Operators are experiencing low ARPU because of lowered call Tariffs, thusthey are focusing upon content aspect• Games and content should to be developed keeping local trends and tastes inmind• GPRS and MMS are here, but fail to gain subscribers as Compatiblehandsets are expensive• SMS based applications; services are most successful so far• Internet penetration is low but the industry is growing at a rapid Pace• Broadband & Wi-Fi are here, but too expensive for general Public• Dial-in is the most preferred mode for internet access
  • Telecom service-A profileThe telecom services have been recognized the world-over as animportant tool for socio-economic development for a nation andhence telecom infrastructure is treated as a crucial factor torealize the socio-economic objectives in India. The department isalso responsible for grant of licenses for various telecom serviceslike Unified Access Service ,Internet and VSAT service.
  • The power of WirelessThe rapid strides made by the telecom sector in India continue to amaze us.It gives us a great joy to see a young boy in Kashmir strike a spontaneousConversation with someone in Kerala. To see fisherman bargain for the bestPrice on their catch while they are still on the water, or a farmer in PunjabAccessing commodity rates in various mandis at the push of a button, isEqually inspiring.India has very quickly transformed from an era of snail mail, scarcity inPhones and occasional long distance phone calls to an era of havingThe sixth-largest telecom network in the world. A world without borders andboundaries—a world restricted only by your Imagination—this is the worldof wireless technology.
  • Market Share 4.62% 2.27% 2.59% 2.52% 3.27% 0.05% 0.10% 21.54%20.47% 9.76% 18.98% 14.83% Mtnl Spice Tata Hfcl Bharti Bsnl Hutch Idea Reliance Shyam Aircel Bpl
  • BHARTI CELLULAR LIMITEDAn Introduction:Airtel comes to you from Bharti Cellular Limited – a part of the biggestprivate integrated telecom conglomerate, Bharti Enterprises. BhartiEnterprises has been at the forefront of technology and has revolutionizedtelecommunications with its world class products and services. Established in1967, Bharti has been a pioneering force in the telecom sector with manyfirsts and innovations to its credit. Bharti has many joint venture with worldleaders like singtel (Singapore telecom); Warburg pincus , USA; Telia ,Sweden; Asian infrastructure find, Mauritus ; International Finance
  • corporation, USA and New York Life International, USA. It provides a rangeof telecom services , which include cellular , basic,internet and recentlyintroduced national long Distance. Bharti also manufactures and exportstelephone terminals and cordless phones.Apart from being the largest manufacturer of telephone instruments in India ,it is also the first company to export its products to the USA. Bharti is theleading cellular service provider, with an all India footprint covering all23telecom circles of country.Bharti has been a pioneering force in the telecom sector with many firstand innovations to its credit, ranging from being the first mobile service inDelhi, first private basic telephone service in the country, first Indiancompany to provide comprehensive telecom services outside India inSeychelles and first private sector service provider to launch National &International Long Distance services in India.Bharti Enterprises has successfully focused its strategy on telecom whilestraddling diverse of business. From the creation of “ AIRTEL”, one of theIndia’s finest brands, to becoming the largest manufacturer and exporter of
  • world class telecom terminals under its ‘Betel’ brand , Bharti has created asignificant position for itself in the global telecommunications sector. BhartiTele- ventures is today acknowledged as one of India’s finest companies , andits flagship brand “AIRTEL”, has over 13.2 million customers across thelength and breadth of India.Bharti tele – ventures limited , a part of Bharti Enterprises is India’sleading provider of telecommunications services. The businesses at Bhartitele-venture have been structured into two main strategic business groups- theMobility Leaders business group and the Infotel Leaders business group.The Mobility Leaders business group provides GSM mobile services acrossIndia in twenty-three telecom circles, while the Infotel Leaders businessgroup provides broadband & telephone services, long distance services andenterprise services. All these services are provided under the “AIRTEL”brand.
  • AIRTEL VISION AND MISSION “To be globally admired for telecom services that delight customers.” We will meet global standards for telecom services that delight customers through: Customer service focus Empowered employees Innovative services Cost efficiency
  • Delhi is where it all began. An acid test , which gave the motivation and inspiration to give service , that compares with the very best in the world. This is what has made Airtel one of the top 5 operators in the world in terms of population covered . The growth, to put it modestly , has been phenomenal in terms of subscribers, coverage and the milestone.
  • BASIC & CELLULAR SERVICES OF AIRTEL
  • THE MILESTONE OF AIRTEL First and only service to be adjusted the best mobile service In the country. Consecutively for four years 1997,1998,1999,and 2000 by Communications world and awarded the Techies Awards. First to launch intelligent Network services. First to launch pre-paid roaming service. First to launch full roaming services on pre-paid. First to launch 32kK sim cards.
  •  First to launch local direct dialing facility. First to reach the 1 million – customer mark in a single circle. First to successfully conduct EDGE trials. First to launch a dual band network on the country. First to deploy voice quality enhancers to improve voice quality and acoustics Bharti Cellular Limited is also the first telecom company in the World to receive the ISO 9001:2000 certification from British Standards institute
  • 1.1.1. Bharti AirtelTelecom giant Bharti Airtel is the flagship company of Bharti Enterprises. TheBharti Group has a diverse business portfolio and has created global brands inthe telecommunication sector. Bharti has recently forayed into retail businessas Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carrybusiness. It has successfully launched an international venture with ELRothschild Group to export fresh agri products exclusively to markets inEurope and USA and has launched Bharti AXA Life Insurance Company Ltdunder a joint venture with AXA, world leader in financial protection andwealth management.Airtel comes to you from Bharti Airtel Limited, India’s largest integrated andthe first private telecom services provider with a footprint in all the 23telecom circles. Bharti Airtel since its inception has been at the forefront oftechnology and has steered the course of the telecom sector in the countrywith its world class products and services. The businesses at Bharti Airtel
  • have been structured into three individual strategic business units (SBU’s) -mobile services, broadband & telephone services (B&T) & enterpriseservices. The mobile business provides mobile & fixed wireless services usingGSM technology across 23 telecom circles while the B&T business offersbroadband & telephone services in 94 cities. The Enterprise services provideend-to-end telecom solutions to corporate customers and national &international long distance services to carriers. All these services are providedunder the Airtel brand.
  • 1.1.2. The BrandAirtel was born free, a force unleashed into the market with a relentless andunwavering determination to succeed. A spirit charged with energy, creativityand a team driven “to seize the day” with an ambition to become the mostglobally admired telecom service. Airtel, after just ten years, has risen to thepinnacle of achievement.As Indias leading telecommunications company Airtel brand has played therole as a major catalyst in Indias reforms, contributing to its economicresurgence.Today we touch people’s lives with our Mobile services, Broadband services,to connecting Indias leading 1000+ corporates. We also connect Indiansliving in USA with our callhome service.
  • 1.1.3. Airtel’s 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 ofour customers and how we want them to feel. We deliver what we promiseand go out of our way to delight the customer with a little bit more”
  • Business Divisions Bharti Airtel offers GSM mobileservices in all the 23-telecom circles of India and is the largest mobileservice provider in the country, based on the number of customers. The group focuses on deliveringtelecommunications services as an integrated offering includingmobile, broadband & telephone, national and international longdistance and data connectivity services to corporate, small andmedium scale enterprises.
  • The group offers high speed broadband internet with a best in class network. With Landline services in 94 cities we help you stay in touch with your friends & family and the world. The Company compliments its mobile and broadband & telephone services with national and international
  • long distance services. It has over 35,016 route kilometers of opticfibre on its national long distance network. For internationalconnectivity to east, it has a submarine cable landing station at. Forinternational connectivity to the west, the Company is a member ofthe South East Asia-Middle East-Western Europe – 4 (SEA-ME-WE-4) consortiums along with 15 other global telecom operators. Airtel AdvantagesHere are some of the many advantages that New Airtel Prepaid brings you.Total Cost ControlYou can control your Airtel Prepaid like never before. No more rentals or deposits –simply recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-.Pre activated STD/ISD without deposits or rentalsYou can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No morepaying deposits or having a minimum balance in your account to make anSTD/ISD call. Hassle-free calls are here to stay!
  • Strong Network CoverageEnjoy complete clarity when calling with Airtel’s world-class technology andunbreakable network coverage that spans over 23 circles across the country.Instant Balance and Validity EnquiryYour account balance is updated on the screen of your handset at the end ofeach chargeable call. You can also call 123 from your mobile phone and listento the voice announcement or simply dial *123#, press OK or YES buttonand your account balance will be displayed on the screen of your handset.Recharge your Airtel PrepaidRecharging is Easy. The calling value on your card keeps reducing as youmake calls or use any other chargeable service. Choose the Airtel PrepaidRecharge Coupon that’s right for you, from a variety of tailor– made rechargecoupons with different denominations, which are available at a number of
  • outlets across your city. Simply follow the procedure mentioned below, torecharge your phone.More Recharge options:Flexible recharge voucherThis unique recharge voucher gives you the option to choose between validityor talktime, as per your need.Easy RechargeRecharge your Airtel Prepaid Card electronically with value that suits yourneeds, starting from Rs. 10 till Rs. 10,000. You can also recharge your AirtelPrepaid while roaming anywhere in the country.
  • 24-hour Recharge via ATMRecharge your Airtel Prepaid round-the-clock at your nearest ATM. Just walkup to your nearest ATM, insert the ATM card and enter your ATM PINnumber. Select Mobile Recharge / Bill Pay from the main menu and followthe prompts to recharge your prepaid. This recharge option is available withall leading banks.SMS RechargeYou may also register your mobile number at any of the member banks ATMto avail the SMS recharge facility. Upon registration you will receive aregistration PIN number. To recharge your prepaid, type, RC <RechargeAmount> <Registration PIN> and SMS it to the 3 digit SMS code of yourbank. All future transaction will require this PIN.The code to which this SMS needs to be sent for various banks is as follows:Bank of Punjab: 550, Centurion Bank: 565, Citibank: 530, Corporation Bank:
  • 545, DCB: 585, HDFC Bank: 540, ICICI Bank: 575, IDBI Bank: 520, INGVysya Bank: 552, SBI: 535, UTI Bank: 525.Internet RechargeYou may log on to the Internet banking website of your bank and select theprepaid recharge option to recharge your Airtel prepaid. Many leading banksprovide Internet based recharging.
  • Validity Extension serviceTrade your talk time to extend the validity of your prepaid. Dial *141*001#and then, press the call button. Your validity would be extended by 1 day for acharge of Rs.15. You can similarly extend your validity for 5, 10, 15 or 30days.Transfer Talk timeTransfer talk time to another prepaid, just dial *143* number# and then pressthe calling button. You can transfer Rs.50 per request for which Rs.55 wouldbe deducted from your balance.For details call 121.Prepaid RoamingAirtel Prepaid comes pre-activated with National Roaming, so you stayconnected no matter wherever you are. You can also send or receive MMS,check your email and access other GPRS services while roaming in India as
  • you would in your own city. While traveling abroad you can receive calls &send or receive SMS.More with Airtel PrepaidAirtel brings you, a wide range of Services that will change the way youcommunicate. Try them and discover a whole new world of fun andexcitement.Call management ServicesCall waiting, call hold, call divert and Caller Line Identification Presentation –all with your Airtel prepaid connection.Voice MailWhen your handset is switched off, or you’re too busy to answer the phone,Airtel Voicemail will answer your calls and record a message. The best part isthat theres no extra monthly cost for setting up Voicemail - you just pay forthe phone call when you use the service.
  • SMS (Short Messaging Service)Send messages quickly and easily using text, if its too noisy to talk or youdont have much time. Its the way to share those interesting one-liners,important reminders and rib-tickling jokes, with anyone, anytime, anywhere inthe world.Subscription AlertsGet regular alerts on news, jokes, business, health and films on your Airtelmobile phone with Subscription Services. SMS <SUB NEWS> to 3333 forNews, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO>for Sports Alerts & <SUB VAASTU> for Vaastu tips.MMS (Multi-media Messaging Service):Jazz up your messages with pictures, images and video clippings, with MMSfrom Airtel! To activate MMS on your phone, SMS MMS to 646 and saveservice settings.
  • Airtel Live!Make your mobile the most happening entertainment destination with AirtelLive! Airtel brings you the latest in entertainment and information services,right on your phone!Airtel Live! WAP Services: Download the latest ring tones, games, wallpapers,videos and much more. You can also get news clips, watch live TV anddownload full songs on you phone. To get Airtel Live! settings on your phone,SMS Live to 646 and save the settings that you receive as your preferredconnection. Airtel Live! Portal can be accessed from you GPRS enabledphone, by sending a SMS FUN to 646.Airtel Live! Voice Services: Just Dial 646, and name the service. For e.g. sayring tones to download your favorite ring tones. You can also choose a varietyof content options like Live Cricket Commentary, latest National /International News, Movie Reviews or Stock Market Updates.
  • Airtel Live! SIM Services: Access loads of fun content and exciting serviceslike cricket, stocks, on your phone at the touch of a few buttons with AirtelLive! SIM based Services on your SIM card menu. To download new serviceson your Airtel SIM, choose the "Whats new" option under the "Airtelservices" menu.Airtel Live! SMS Services: You can enjoy a host of services by sending akeyword as an SMS to 646! Choose Astrology / Horoscope, Cricket,Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistanceSMS, Help to 646.
  • Hello TunesTired of that boring old ‘tring tring’ on your phone? Well now when a friendcalls, you can make them groove to the hottest new tracks burning up themusic charts with Hello Tunes from Airtel! You get a wide choice of songs inthe Popular & New Arrivals categories that are updated regularly. Whatsmore you can directly call the number for your kind of music, e.g. call 678005for English New and 678001 for Hindi New. This would directly take you toyour favorite artists Hello Tunes listing.Copy a Hello TuneGet the tune you want, all you have to do is call 678 and follow the simplevoice instructions to copy your favorite Hello Tunes. Once inside the copyfeature, just key in the 10-digit Airtel mobile number you want to copy theHello Tune from and you get the same Hello Tune assigned to your number.
  • Gift a Hello TuneForget gifting chocolates, flowers and greeting cards. Say it with a songinstead! Gift a Hello Tune to that special someone. Just call 678 and choosethe song that you want to gift. Follow the simple voice instructions and key inthe 10-digit Airtel mobile number that you want to gift the Hello Tune to. Youwill get an SMS notification upon successful receipt of that gift.Buy Music - Airtel Music ShopsBuying your favorite Hello Tune or Ring tone is as simple as recharging yourphone with talk time. Simply walk into your nearest Airtel Shop and walk outwith your favorite song. Choose from Bollywood Hits to Indipop Remixes,Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tappingTamil Hits from a list of more than 18000 songs.
  • PartnersThe company has a strategic alliance with SingTel. The investment made bySingTel is one of the largest investments made in the world outside Singapore,in the company.The company’s mobile network partners include • Ericsson • Nokia • Siemens andIT partners include: • IBM
  • About The BrandAirtel comes to you from Bharti Cellular Limited - a part of the biggest privateintegrated telecom conglomerate, Bharti Enterprises has been at the forefront oftechnology and has revolutionized telecommunications with its world classproducts and services.Bharti provides a range of telecom services, which include Cellular, Basic, Internetand recently introduced National Long Distance.The First and Only Telecom Operator to have an all India Presence: Bharticreated history by becoming first and only telecom operator to have an all Indiamobile footprint across 23 circles. Airtel today connects India from the Indus to theIndian Ocean and from Sabarmati to the Brahmaputra on a network of more than10,000 base stations with cumulative investments of more than Rs. 16,000 crores.Airtel today provides seamless roaming spanning 228 networks in 128 countriesand more than 3000 towns across all the 23 telecom circles in India.The companytoday has an aggregate of 12.70 million customers as of end of May ‘05, consistingof approximately 11.8 million mobile customers.
  • 1995  Bharti Tele-Ventures Limited incorporated on July 7, 1995  Bharti Cellular launched mobile services ‘AirTel’ in Delhi.1996  Bharti Telenet launched mobile services in Himachal Pradesh1997  Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle.  Bharti Telecom formed a joint venture, Bharti BT , for providing VSAT services.1998  First Indian private fixed-line services launched in Indore in The Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services monopoly of (now BSNL).
  • 1999  Bharti Tele-Ventures acquired an effective equity interest in Bharti Mobile (formerly JT Mobiles), the mobile services provider in Karnataka and Andhra Pradesh circles.2000  Bharti Cellular entered into license agreements to provide mobile services in eight new circles following the fourth operator mobile license bidding process2001  Bharti Telenet entered into license agreements to provide fixed-line services in the Haryana, Delhi, Tamil Nadu and Karnataka circles  Bharti Telesonic has entered into a license agreement with DoT to provide National Long Distance Services in India and has been the first service provider to start service in the country.2002
  •  Bharti launched mobile services in Gujarat, Haryana, Kerala, Madhya Pradesh circle, Maharashtra, Mumbai, Punjab, Tamil Nadu, Uttar Pradesh (West) circle.  Bharti listed on the National stock Exchange, Bombay Stock Exchange and the Delhi Stock Exchange on February 18, 2002.2003  Bharti entered into a license agreement with the DoT to provide international long distance services in India.  Bharti launched fixed-line services in the Delhi, Haryana, Karnataka and Tamil Nadu license areas.  Bharti became the first private telecommunications services provider to launch international long distance services.2004  Bharti decided to outsource both its IT system management and its networks.  Bharti covered all the 23-telecom sectors present.
  • 2005 Sells 10% stake to Vodafone. Inks insurance J-V with Axa 2006Signs pact with Wal-Mart to explore retail opportunities in India 2007 Launches cellular services in channel
  • SUBSCRIBERS IN AIRTELAirtel is providing two types of services to their mobile subscribers.(1)Pre paid-80%(2) Post paid-20% 20% Post paid-20% Pre paid-80% 80%Bharti Tele-Ventures current businesses include -  Mobile services  Fixed-line  National and international long distance services  VSAT, Internet services and network solutions
  • ServicesAirtel PrepaidAirtel Prepaid, the Ready Cellular Card from Airtel comes to us fromBharti Enterprises, India’s leading integrated telecom service provider.Going mobile with Airtel Prepaid is a new way of life. With a host of greatfeatures, also simple to use, Airtel Prepaid makes everything that youdreamt and believed, possible.Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from
  • Bharti Enterprises, Indias leading integrated telecom service provider.Airtel & Visual IdentityFor a brand to be successful, it must build enduring relationships with itsdifferent audiences. Integral to this relationship is the visual image of thebrand the consumer carries in his/her mind. The Airtel brand image is createdthrough the consistent application of a carefully developed visual identity,which helps Airtel distinguish itself in a cluttered market. Airtels visualidentity helps create instant brand recall and strengthens the relationships thatits audiences have with it.The Airtel visual identity has different elements that work together to create astrong and consistent identity for the brand. The most important of these are:
  • The Airtel Logo:The Airtel logo is a strong, contemporary and confident symbol for a brand that is alwaysahead of the rest. It is a specially drawn wordmark.The Airtel Image styleIt incorporates two solid, red rectangular forms whose counter form creates an opendoorway.The Airtel Typographical styleThe title case lettering with its capital A was deliberately chosen to reinforce the brandsleadership position. The red dot on the letterform I cues Airtels focus on innovation..The words Express Yourself are very much part of the brand identity a) The Airtel Colour PaletteThe lettering is grey so that the pure black of Airtel is visually unharmed.
  • Research MethodologyBackground to the problemAirtel a venture of Bharti tele services is today the number one company inprivate telecom providers in India.Airtel has its presence all over India in all 23 circles. It is proud of havingmore than 11 million customers being the largest service provider it believesin building good relation ships with its customers and retailers by providingbetter services to them.Today retailers play an important role for the success of an organization asthey act as a bridge between company and the customer. Hence the growthand sales of the product also depends upon the retailers of the company. Apartfrom promoting the sales they act as a medium of communication, what thecompany wants to communicate to the customers it can do so easily with thehelp of retailers and what the customer wants to know about the schemes andservices etc. can be communicated to them through retailers. Retailers are theone who makes the brand visible in the market so the contribution of retailers
  • can’t be ignored so the research is being conducted to know the visibilitycriteria of Airtel and also the problem identification of retailers. The companyneeds market information, which will help them to know about this sector andabout the real mindset of the retailers. So that the company can design astrategy which would help them to face the challenge posed by thecompetitors.There are many problems which retailers face like delay in stock, late visit ofFSE, FCE etc. from the distributors side. In many cases retailers are notinterested or are unaware about the promotion of the brand and does notallocate proper permanent place for the promotional material like glow signboard, non-lit board, banners, etc. So our main concern is to get the properdata regarding the problems faced by the retailers and the next task is makesure that promotional material of Airtel should be visible and for that we alsoeducate the retailers about the importance of promotional materials. Forexample we educate them that if they maintain proper place for promotionalmaterial it will attract customers and it will help them to increase their sale.
  • Statement of Research Objective. Primary Objective  To know Market share of Airtel in terms of signage (glow sign board & non-lit board.) Secondary Objective  To identify the competitors in the zone  To know the satisfaction level of the retailers.  To enhance the position of Airtel by identifying and solving the problems of the retailers.  To find out the sales of the product.  To educate the retailers for innovations.
  • Research DesignIn exploratory Research the focus is on the discovery of ideas. Theexploratory Research has been undertaken by me, it is being done in order tomaintain the position of Airtel as a no. one brand in the telecom sector byfinding a no. of factors that can influence its position; like increasecompetition, inadequate advertising, lack of efficient and trained personnel oruse of wrong channels of distribution.An attempt was done to get additional information from distributors who havesome particular knowledge of the subject. The relevant people from outsidethe organization like retailers were contacted who are much closer to themarket and its problems than the manufacturer. The research is directedtowards the solution of a problem, it is based upon empirical evidence.
  • Collection of DataPrimary DataThe instances are recorded or itemized as encountered. The data is collected for the firsttime as original data. Retailers having first hand knowledge about the problem areinterrogated and the desired data is collected. Generally a questionnaire was prepared andthe replies are recorded by personally contacting them. The data is fairly accurate becausethe informants are contacted personally and a directive or structured interview wasundertaken, by opting for this procedure we not only get a clear picture of the problembut also get various suggestions and recommendations. Under personal interview theadditional data is also collected with the help of supplementary questions.Secondary DataSecondary data provided the knowledge about company in terms of facts and figures, it isbeing collected from:WebsiteBooksMagazinesNews
  • Sampling PlanAn integral component of a research designing is the sampling plan. Sample refers to apart taken from a population. If a sample is taken carefully then conclusion can beextrapolated to entire population and generalization could be made. In order to collect thesample we visited retailers and from there the information is gained.SamplingSince the available time period was less i.e. two months hence the whole group cannot besurveyed because of large universe and difficulties in contacting people, therefore alimited no. of items representing the population was chosen.Sampling DesignThe simple random sampling technique is adopted in which each item has the samechance of being selected. The size of sample in this survey is taken to be 150 (i.e. 150retailers are being contacted in Lucknow region)
  • Problem IdentificationGlow Sign BoardRetailers needed glow sign board and non-lit board in order to make peopleaware of their existence in the market. During my survey I found only a fewretailers possess the G.S.B. whereas others need it in order to promote theirsales and to increase profit.Percentage of GSB workingTotal no of sample 150 GSB 33% YES NO 67%
  • P.O.S.P.O.S. is known as point of sale material which is supplied to the retailer by thedistributor. In my survey I found most of the P.O.S. material is properly supplied to theretailers and they placed it properly in their shops. Only few shops were found whichhave not devoted proper place for P.O.S material because the material was not suppliedor delivered at time. POS is in place or POS not in place Total no of sample 150 POS 20% YES NO 80%
  • ClaimAirtel has a strong goodwill among its retailers and the retailers are satisfied with theservices and facilities provided to them by Airtel. But sometimes because of sometechnical error or as it is not easy to give attention to all its retailers some problemsrelated to claim is faced by the retailers. In my survey I found that a small no. of retailershas the problem of claim or their claim was delayed and very few have the problem ofreversal and deactivation. Retailers having no claim problem Total no of sample 150 CLAIM 10% YES NO 90%
  • TechnicalTechnically Airtel is at the top of all the telecom companies. During mysurvey I found a very few retailers have faced technical problems like simblockage and reversal. Technical problem 3% YES NO 97%
  • NetworkMost of the network failure problem and server down etc were found invarious regions especially during evening. Network Problem 10% YES NO 90%
  • LapuLapu is used when retailers recharge the customer ---------------------- with thehelp of his Lapu number. So sometimes transaction problem occurs. LAPU PROBLEM 7% YES NO 93%
  • Miscellaneous ProblemsThere were a number of problems which I found were faced by the retailersare:Lack of knowledge about new schemes.Change in plan is not known to them.E.N.R. is not met., etc. Miscellaneous problem 5% YES NO 95%
  • RecommendationsAfter conducting the whole survey and analyzing the interviews andquestioner’s my recommendations to Airtel Lucknow areMONTHLY MEETINGS WITH RETAILERSThere should be a monthly meeting marketing persons and retailers so thatretailers can communicate their suggestions and problems freely. This practicecan give them a sense of belongingness.FREQUENT VISIT TO RETAILERS SHOPTimely visit by the marketing persons should be done in order to check thecurrent position of the retailers and also motivate them to increase their sales.
  • PROPER COMMUNICATIONRetailers in rural areas do not updated with the latest schemes, so proper andfast communication is required in order to make them updated.TOWER SHARINGTower sharing should be done where airtel lacks in connectivity because ofnon availability of tower.TRAINING OF FSE & FCETime to time training programme for fse &fce should be organized so thatthey can develop their skills in order to deal with the retailers efficiently&effectively.SPECIAL CONCENTRATION ON SMALL RETAILORSSpecial concentration should be given to the retailers in rural areas in order tocapture the rural market.
  • LimitationsLIMITATIONS OF THE PROJECTThe project under taken was subject to few limitations mentioned asThe result of the analysis is mostly based on the responses of the retailers which if biasedor untrue can alter the findings of the researcher.The reluctant of the respondent in disclosing some informations like address, lapu no.,sales etc. and even their own name.The possibility of sample size considered not being representative of the entire populationalthough the researcher tried to cover as much area as possible.If this was not there ,it would definitely affected the sample size in a positive way.
  • SWOT ANALYSISSTRENGTHIndia’s most famous and dynamic star communication group.Ability to think big.Latest technology.High level of customer satisfaction rate.A good team of brand ambassador.Goodwill.WEAKNESSDelay in claim.Transactions problem.Poor connectivity in some parts of rural areas.
  • OPPORTUNITYAs rural market is growing very. So future prospect for growth in rural marketis an opportunity for Airtel.Attractive marketing strategy .3A’S strategy of Airtel is a big success in attracting a large number ofcustomers.AvailabilityAccessibilityAffordabilityTHREATSRumors by competitors
  • BIBLOGRAPHYwww.airtel.comwww.google.comBusiness IndiaEconomic times
  • LEARNINGThis internship programme gave me an opportunity to learn and utilize myskills in the real business situation. This internship is a good platform for meto develop or improve my marketing skills which will definitely pays me infuture. I have learned a lot of things from the marketing department of AirtelLucknow. From there I have got an indept knowledge about the telecomsector.