LOVELY PROFESSIONAL UNIVERSITY
DEPARTMENT OF MANAGEMENT
Report on Summer Training
CUSTOMER SATISIFACTION TOWARDS AIRTEL MOBILE SERVICES
IN SOUTH KASHMIR (PULWAMA)
Submitted to Lovely Professional University
In partial fulfillment of the
Requirements for the award of Degree of
Master of Business Administration.
Name of the student: IRFAN-BASHIR
University Roll No: RT1901B47
REGISTRATION NUMBER: (10900856)
DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
TO WHOM IT MAY CONCERN
This is to certify that Mr.Irfan bashir s/o Bashir Ahamed is the MBA student
of Lovely professional university .Roll no. RT 1902 B 47, Reg. no 10900856
session (2009-2011) have worked with Bharti Airtel Company Ltd., in
Kashmir on the project assignment for six weeks commencing from 14th June
to 3rd August on the topic”.
(CUSTOMER SATISIFACTION TOWARDS AIRTEL
MOBILE SERVICES IN SOUTH KASHMIR.)
During this period of his training we have found him to be quite sincere, smart,
hard working and dedicated to his project work .His performance during the
training period was excellent.
The above mentioned project has been successfully completed. We wish her all
the best for all future endeavors.
I hereby declare that the Project work entitled CUSTOMER SATISIFACTION TOWARDS
AIRTEL MOBILE SERVICES IN SOUTH KASHMIR submitted by me for the partial
fulfillment of the fulfillment of the Requirements for the award of Degree of Master of
Business Administration to lovely professional university. It is my own original work and has
not been submitted earlier either to LPU nor in any other Institution for the fulfillment of the
requirement for any course of study. I also declare that no chapter of this manuscript in
whole or in part is lifted and incorporated in this report from any earlier / other work done by
me or others.
Date : Signature of Student
Name of Student : _____________________________
Address : _____________________________
I would like to acknowledge and extend our gratitude to the following persons
who have made the completion of this project possible:
First of all I would like to thank my university guide Mr. Krishan Copal to
provide me such a very exciting opportunity and for their good help to provide
a better coordination and control among all the activities related to completion of
project. Secondly, I would like to thank my project guide Mr. Mir Mujtuba
hussain for his great help. As he is being my project guide he provided me very
necessary and important guidance and support until the submission of my
project.I also worked under the guidance of my team who was headed by Mr
. sajad bashir(team manager of district pulwama).he also helped in lot of sections
and provided me lot data regarding with the project.
The research provides an opportunity to student to demonstrate application of their
knowledge, skill and competencies required during the technical session. Research also helps
the student to devote their skill to analyze the problem to suggest alternative solutions, to
evaluate them and to provide feasible Recommendations on the provided data.
The research is on the topic of customer satisfaction towards airtel mobile services in south
Kashmir. I have tried my level best to prepare this report as an error free report and every
effort has been made to offer the most authenticate position with accuracy. 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 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.
EXECUTIVE SUMMARY........................................................................................ 7-
OBJECTIVES OFTHE STUDY 8
RESEARCH METHODOLOGY.................................................................. 10
REVIEW OF LITERATURE 11
HISTORICAL BACKGROUND OF INDIAN TELECOM SECTOR 16
PROFILE OF BHARTI AIRTEL............................................................................... 22
BUSINESS DIVISIONS....................................................................... 28
ORGANIZATION STRUCTURE.......................................................... 30
BOARD OF DIRECTORS.............................................................................. 31
POSITION IN MARKET ........................................................................... 33
SWOT ANALYSIS OF AIRTEL..............................................................
DATA ANALYSIS AND INTERPRETATION 36-42
BIBLIOGRAPHY REFERENCES.......................................................... 50
Bharti Airtel, incorporated on July 7, 1995 comes to you from Bharti Tele-Ventures Limited
– a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. A
consortium of giants in the telecommunication business. The Bharti Group has a diverse
business portfolio and has created global brands in the telecommunication sector. Bharti
Airtel is Asia’s leading integrated telecom services provider with operations in India and Sri
Lanka. Bharti Airtel has been at the forefront of the telecom revolution and has transformed
the sector with its world-class services built on leading edge technologies. . 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. In its six years of
pursuit of greater customer satisfaction, Airtel has redefined the business through marketing
innovations, continuous technological up gradation of the network, introduction of new
generation value added services and the highest standard of customer care. Bharti is the
leading cellular service provider, with an all India footprint covering all 23 telecom circles of
the country. It has over 12 million satisfied customers.
AIRTEL IN KASHMIR:
AIRTEL IS MARKET LEADER IN JAMMU AND KASHMIR
Bharti Airtel Limited, a group company of Bharti Enterprises, is India’s leading integrated
telecom services provider with an aggregate of 62 million customers. In Jammu & Kashmir
Airtel has become the first private sector cellular services provider to launch its mobile
services . In Jammu & Kashmir, Airtel entered in the year of October 2004 and within three
years of time it captured a lion’s share in the market. In some of the major cities and towns
Airtel is a market leader. After four years of operation in Kashmir market Airtel played a
game as it reduces the margin from distributor to retailer because it got the brand loyalty from
the subscribers and succeeded with its PULLING strategy in the market also with some
highly innovative value added schemes. It put a challenge in front of the sales team to
maximize the sales. Though Airtel has dominated market share in Kashmir but it still facing
tough challenges from its rivals.
With this launch Airtel now has a presence in 23 circles across the country. The company has
earn marked an investment of Rs125 crore during the current fiscal to cover 100 towns across
the state. Also the mobile subscribers from other parts of the country were able to roam in
Sunil Mittal, chairman and managing director, Bharti Tele-Ventures, said, "The launch of
Airtel mobile service have put a profound impact on the economic growth of the entire
region as it have bridged distances, provide employment and also have encouraged tourism."
Airtel has received confirmed bookings from 50,000 consumers across the state in the initial
stage. The company has started the service with 90 cell sites across 46 towns, and still in
progress to expand it in 118 sites further. The network is managed by Swedish equipment
manufacturer Ericsson and is GPRS ready (general packet radio services). Bharti has
employed 300 people for its operations in J&K directly and another 1,000 through its
distribution channel. For the first time, the company has deployed three mobile switching
centres’ (MSC) in the state owing to the hilly terrain. In other states where it launched
operations the company started with a single MSC.
The state-owned operator, Bharat Sanchar Nigam Ltd, had launched its mobile services in the
state a year back and now has a subscriber base of one lakh. Reliance, Aircel, idea and other
telecom companies have launched its services just after AIRTEL laid its foundation in the
year 2004. And presently Aircel is one of the closest and effective competitor of the airtel in
the state than rest of the companies.
Population of pulwama is nearly 7, 00,000 and 40% of this total population uses mobile
From total mobile subscribers Airtel has a market share of 32%, having highest market share
the region. Airtel has setup 55 BTS (towers), showing its quality and reputation of network
coverage. Over 1000 Retailers (registered up to 6th May 2010) available in this whole area
and many more retailers’ sales Airtel vouchers also (these are not registered).(Those retailers
sale Airtel sim are considered to be registered.
“Marketing research means the systematic gathering, recording, analyzing of data
about problems relating to the marketing of goods and services”
Marketing research has proved an essential tool to make all the need of marketing
management. Marketing research therefore is the scientific process of gathering and
analyzing of marketing information to meet the needs of marketing management. But
gathering of observation is must be systematic. The systematic conduct of research requires:
Orderliness, in which the measurements are accurate.
Impartiality in analysis and interpretation.
NEED OF THE STUDY
Airtel is an old & fastest growing company & leading in the communication market
providing ever best possible service to the customers. New & advance facilities & plans are
being introduced day by day & those are only to satisfy customers taking care of customers
OBJECTIVES OF THE STUDY.
1 To find out customer satisfaction towards Airtel mobile services.
2 To know the satisfaction level of Retailers towards Airtel products and services.
3 Motivating the customers to take Airtel mobile connections.
BENEFITS OF STUDY:
There are many benefits related to take this study. Some of the benefits of taking this
study are as follows:
By analyzing this information, the company would be able to better design schemes &
services & target right prospects’ needs & wants.
More people will get aware about airtel that will increase profit level of airtel.
This study helps to identify the behavior of consumer when there are no offers &
schemes from airtel.
Conventional approach to hypothesis testing is to set up two hypotheses instead of one
in such a way that if one hypothesis is true, the other is false. Two hypotheses, for this
research, are as follow:
1. Null Hypothesis –H0: Customers are satisfied.
2. Alternative Hypothesis –HA: Customers are not satisfied
My study used both primary & secondary data.
Secondary data was collected from the main distributors of the district pulwama telly reach
agency and famis trading agency and the rest of required data was provided by territory sale
manager of south Kashmir (pulwama district).
2. Past organizational reports on the behalf of exploration of business.
Primary data has been collected from the new retail outlets, existing outlets and new Airtel
subscribers in the form of feed back while interviewing.
And a questionnaire was designed for the existing customers in order to collect their data.
NATURE OF STUDY –
The study is descriptive in nature with survey method being used to complete the study
because the type of research is the most commonly used and these type of researches have
been done before . Descriptive research is also called Statistical Research. The main goal of
this type of research is to describe the data and characteristics about what is being studied.
Here I am also going to find out the satisfaction of customers with the services of Airtel
Telecom Company in south Kashmir (pulwama district)
POPULATION: - Population includes all the customers using airtel services (student,
professional and self-employee) of the particular area.
SAMPLE ELEMENT: - Each individual respondent.
SAMPLE TECHNIQUE: - cluster (Area sampling) technique was used.
SAMPLE SIZE: - Sample size is 100 respondents because I have both time as well as cost
1. Survey for Retail outlets: 50
2. Survey for respondents: 100
Tool for data collection: - Self designed questionnaire was used for identification of
underline factor responsible for consumer satisfaction towards airtel services
Informal Interviews were followed in case of
1. Special scheme promotion
2. Retailer feedback.
SCOPE OF THE STUDY
By this study satisfaction as well as attitude towards the Airtel has been found out, which can
be used in strategy formulation in south Kashmir (J&K).
1. Lacking & factor for dissatisfaction has been studied from Retailer point of view and also
from customers point of view which can be taken care & improved.
2. Getting an opportunity to convince & interact with the customers and retailers of Airtel.
3. Creating awareness & finding out potential customers for Airtel.
LIMITATIONS OF THE STUDY.
At most attention was taken to eliminate any kind of biasness & mi-interpretation in the study
to get optimum result. Even though the following limitations could have certain degree of
impact on the findings.
1. The study was confined to pulwama district only which may not represent the real
picture of the entire south Kashmir market.
2. Many retailers were not interested in Airtel because of steep competition in the locality
3. Data collected about satisfaction & awareness level may not represent the real picture
as the sample size covered only 30 retailers as well.
Toll for data analysis:-
SPSS software would be used for data analysis
REVIEW OF LITERATURE
Who is a Customer?
A customer is 'a person or organizational unit that plays a role in the consummation of a
transaction with the marketer or an entity'. (Sheath et al., 1999). From this definition,
customers of mobile phone companies could be individuals, households and organizations.
Even as these companies pay more attention to meeting the needs of their individual
customers, they need also to make sure that the needs of their corporate customers are met as
Perrault et al. (2000), view customer satisfaction as 'the extent to which a firm fulfills
customers' needs desires and expectations'. Kotler (2003) also defines satisfaction as 'a
person's feeling of pleasure or disappointment resulting from comparing a product's perceived
performance (or outcome) in relation to his or her expectations'. Satisfaction is an overall
customer attitude towards a service provider, or an emotional reaction to the difference
between what the customer anticipate and what they actually receive, as far as the fulfillment
of some need, goal and desire is concerned. (Hans mark and Albinsson 2004).
These definitions all point to the fact that every customer has in one way or the other
something he/she expects from his/her service providers. These expectations have come into
play because of a need that has to be satisfied. These expectations are not the same as there
are many customers. Kotler et al (2002), posit that the customer gets dissatisfied if
performance is below expectation and vice versa. If performance goes beyond the expectation
of the customer, the customer is highly satisfied and delighted.
Motley, (2003), corroborates the idea of matching service performance with customers'
expectations. He notes that the mission of a business is the creation of satisfied clients who
tend to favour the organization through time by patronizing the services being delivered by
the business. He goes further to mentions that, businesses can achieve this aim by
understanding what satisfies and dissatisfies their customers or clients.
The problem that businesses face is the fact that expectations are difficult to measure and the
only way to know whether or not the customer is satisfied is when the service has already
been delivered. There is therefore the need for standardization of service. This will help in the
determination of deterioration in service quality and to make room for service quality
There are a number of factors that affect customer satisfaction. These include among others,
friendly employees, courteous employees, knowledgeable employees, helpful employees,
accuracy of billing, competitive pricing, and service quality. When all these factors are right,
there is no way the customer will not be very satisfied. .
Customer satisfaction are positively related with product and service quality. In the recent
study, Lewis and Booms' (1983) definition clearly states that service quality is a measure of
how well the service level delivered matches customer expectations and delivering quality
service means conforming to customer expectation on a consistent basis. In some earlier
studies, researchers define service quality as the extent to which a service meets customers'
needs or expectations (Lewis & Mitchell, 1990; Dotchin & Oakland, 1994; A subonteng,
McCleary, & Swan, 1996; Wisniewski & Donnelly, 1996).Zenithal (1987) defined that
service quality is the consumer's judgment about an entity's overall excellence or superiority.
It is a form of attitude, and results from a comparison of expectations to perceptions of
performance received.Zeithaml, Berry, and Parasuraman (1990) on the other hand, have
chosen to define service quality as the extent of the discrepancy between customers'
expectations or desires and their perceptions. Service quality has been also defined as the
consumers overall impression of the relative inferiority or superiority of the organization and
services (Zenithal et al., 1990; Taylor & Baker, 1994).
Christopher, Payne, and Ballantyne (1993) have defined service quality as the ability
of the organization to meet or exceed customer expectations. Service quality is believed to
depend on the gap between expected and perceived performance (Anderson, Fornell, &
Lehmann, 1994).Gitlow, Oppenheim, and Oppenheim (1989) also stated that service quality
is the extent to which the customer or users believe the service surpasses their needs and
Parasuraman, Zenithal, and Berry (1988) proposed that service quality is a function of
the differences between expectation and performance along the quality dimensions. Service
quality is also defined as a consumer attitude reflecting the perceived overall superiority and
excellence in the process and outcome of a service provider (Parasuraman et al., 1988)
On the other hand, some previous researchers have explained customer satisfaction in
terms of expectation. They define if expectations are exceeded by performance; satisfaction is
generated (Churchill & Surprenant, 1982; Bearden &Tell, 1983; La Barbera & Mazursky,
1983).Equally, Buswell (1983) identified customer satisfaction as a combination of five key
attitudes. Those are knowledge of staff, communications, expertise of staff, willingness to
lend and branch design.Consequently, Berry, Zeithaml, and Parasuraman (1985) argued that
customer satisfaction can be defined as the attributes of search, experience,and credence.Yi
(1990) believes customer satisfaction should mean evaluation, symbolizing a type of
consuming experience.Avkiran (1994) recognized customer satisfaction by customer conduct,
credibility, communication, access to teller services.
Simultaneously, according to Anderson and Fornell (1994), customer satisfaction is
the term which may lower the chance of customers being driven away due to the poor quality
of products or services. Fornell (1992) noted that the more satisfied customers are the one
that are greater in their retention while, Anderson and Sullivan (1993) added that satisfied
customer would intend to repeat purchase which would enhance organizations’ profitability.
In association with this Jones and Sasser (1995) acknowledged that completely satisfied
customers are those who are much more loyal than merely satisfied customer Spreng,
MacKenzie, and Olshavsky (1996), alternatively, defined satisfaction as the emotional
reaction to a product or service experience. Oliver (1997) defined satisfaction as the
customer's fulfillment response. It is a judgment that a product or service feature, or the
product or service itself, provides a pleasurable level of consumption- related fulfillment.
The most common interpretations reflect the notion that satisfaction is a feeling which
results from a process of evaluating what was received against that expected, the purchase
decision itself and the fulfillment to needs or want(Armstrong & Kotler, 1996: Berkowitz,
Kerin, Hartley, & Rudelius, 1999).Kotler(1999) also noted that satisfaction is a function of
perceived performance and expectations which identifies feelings of a person resulting from
comparing a products perceived performance in relation to his or her expectations.
Wong (2000) believes that a customer’s total satisfaction is an emotional perception.
Evaluation is based on the customer’s reaction from using the product or service. Customer
satisfaction then is a total satisfaction that leaves a good perception. The perception of this
wholeness is very similar to the meaning of customer value package brought up by Fredericks
and Salter (1995).The customer value package includes: price; product quality; service
quality; innovation; and corporate image.
Moreover, Martensen, Grùnholdt, and Kristersen (2000) also discovered that
expectation, product quality, and corporate image are three facilitating factors in ensuring
Hackl and Scharitzer (2000) have identified customer satisfaction as economic goals
and have considered customer satisfaction as a prerequisite for customer retention and
loyalty, and obviously that tend to help in realizing economic goals like profitability, market
share, return on investment.
Sureschandar et al. (2002) introduced different approach of customer satisfaction and defined
customer satisfaction as multidimensional construct. According to Bitner and Zeithaml
(2003), satisfaction is the customers’ evaluation of a product or service in terms of whether
that product or service has met their needs and expectations.The researchers reveal that
satisfaction can as well be viewed as contentment, pleasure, delight, and relief and thus they
noted customer satisfaction.
Customer Satisfaction and Loyalty: The Relationship
The question which needs to be answered is whether there is any correlation and/or
relationship between customer satisfaction and customer loyalty. Kotler (2003) put forward
that there is no direct relationship between customer satisfaction and customer loyalty. In
other words, the
relationship is not proportional. The idea of customer satisfaction not directly linked with
customer loyalty is supported by Oechsli and Matt (2000). They hold the view that; the fact
that a customer is satisfied with the services of a business does not guarantee his or her
loyalty. They therefore see a sharp distinction between customer satisfaction and loyalty. In
their own words, 'satisfaction is a fleeting emotional response to the quality of the client's last
business transaction'. 'Being satisfied at the moment is no guarantee of an ongoing
relationship'. Hokanson (1995) mentions the fact that a very satisfied customer does not
necessarily mean a loyal customer.
Winstanley and Martha (1997), have a different view about the relationship between
customer satisfaction and loyalty. They perceive a direct relationship between satisfaction
and loyalty. They claim that when customers are satisfied, they concentrate their business
with one business or service provider. Also customers who are highly satisfied are much
more likely to view their service providers as their main relationship business.
Thus, Clarke (2001), has put forward the argument that, 'a business that focuses exclusively
on customer satisfaction runs the risk of becoming an undifferentiated brand whose
customers believe only that it meets the minimum performance criteria for the category'2010
Investigating the impact of service quality and
customer satisfaction on customer loyalty in mobile
telephony in Greece
Ilias Santouridis, investigated crucial factors that lead to customer loyalty in the mobile
telephony sector in Greece, namely service quality and customer satisfaction. Furthermore,
the mediation effect of customer satisfaction on the service quality and customer loyalty
relationship is also to be examined.
Findings – Customer service, pricing structure and billing system are the service quality
dimensions that have the more significant positive influence on customer satisfaction, which
in turn has a significant positive impact on customer loyalty. The mediation role of customer
satisfaction on the service quality and customer loyalty relationship has also been confirmed
HISTORICAL BACK GROUND
TELECOMMUNICATION SECTOR IN INDIA
Indian telecom is more than 165 years old, beginning with the commissioning of the first
telegraph line between Kolkata and Diamond Harbors in 1839. In1948, India had 0.1million
telephone connections with a telephone density of about 0.02 telephones per hundred
populations. As of June2007, there were 225.21 million telephone (including cellular mobile)
connections in the country with a telephone density of 19.86 telephones per hundred
populations. Out of total 225.21 million telephone connections, 185.13million (nearly
82percent) connections pertained to wireless and mobile phones. Some administrative and
functional aspects of the telecom sector in India are discussed below:
History of Indian Telecommunications started in 1851 when the first operation all
and lines were laid by the government near Calcutta (seat of British power).Telephone
services were introduced in India in 1881. In 1883 telephone services were merged with the
postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After
independence in 1947, all the foreign telecommunication companies were nationalized to
form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry of Communications. Telecom sector was considered as a strategic service and the
government considered it best to bring under state's control.
In 1880, two telephone companies namely The Oriental Telephone Company Ltd.
and The Anglo-Indian Telephone Company Ltd. approached the Government of India to
establish telephone exchanges in India. The permission was refused on the grounds that the
establishment of telephones was a Government monopoly and that the Government itself
would undertake the work. By 1881, the Government changed its earlier decision and a
license was granted to the Oriental Telephone Company Limited of England for opening
telephone exchanges at Kolkata, Mumbai, Chennai (Madras) and Ahmedabad.January 28,
1882, is a Red Letter Day in the history of telephone in India. On this day Major E. Baring,
Member of the Governor General of India's Council declared open the Telephone Exchange
in Kolkata, Chennai and Mumbai.
The exchange at Kolkata named "Central Exchange" was opened at third floor of the
building at 7, Council House Street. The Central Telephone Exchange had 93 numbers of
subscribers. Bombay also witnessed the opening of Telephone Exchange in 1882.
India is the fourth largest telecom market in Asia after China, Japan and South Korea. The
Indian telecom network is the eighth largest in the world and the second largest among
emerging economies. At current levels, telecom intensiveness of Indian economy measured
as the ratio of telecom revenues to GDP is 2.1 percent as compared with over 2.8 percent in
developed economies (CRISIL, www.ibef.com).
Indian telecom sector has undergone a major process of transformation through
significant policy reforms. The reforms began in 1980s with telecom equipment
manufacturing being opened for private sector and were later followed by National
Telecom Policy (NTP) in 1994 and NTP'199
Historically, the telecom network in India was owned and managed by the
Government considering it to be a natural monopoly and strategic service, best under state’s
control. However, in 1990's, examples of telecom revolution in many other countries, which
resulted in better quality of service and lower tariffs, led Indian policymakers to initiate a
change process finally resulting in opening up of telecom services sector for the private
Policy reforms can be broadly classified in three distinct phases
The Decade of 1980's saw private sector being allowed in telecommunications equipment
manufacturing. Mahan agar Telephone Nigam Limited (MTNL) and Videsh Sanchar Nigam
Limited (VSNL) were formed and a Telecom Commission was set up to give focus to
telecommunications policy formation.
In 1990’s, Telecommunications sector also benefited from the general opening up of the
economy. NTP 1994 was the first attempt to give a comprehensive roadmap for the Indian
Introduction of the Telephone communication sector.
The first wind of reforms in telecommunications sector began to flow in 1980s when the private
sector was allowed in telecommunications equipment manufacturing. In1985, Department of
Telecommunications (DOT) was established. It was an exclusive provider of domestic and
long-distance service that would be its own regulator (separate from the postal system). In
1986, two wholly government-owned companies we recreated: the Videsh Sanchar Nigam
Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam
Limited (MTNL) for service in metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of the
economy. Also, examples of telecom revolution in many other countries, which resulted in
better quality of service and lower tariffs, led Indian policy makers to initiate a change
process finally resulting in opening up of telecom services sector for the private
sector.NationalTelecom Policy (NTP) 1994 was the first attempt to give a comprehensive
roadmap for the Indian telecommunications sector. In 1997,Telecom Regulatory Authority of
India (TRAI) was created.TRAI was formed to act as a regulator to facilitate the growth of
the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services
were also launched in the same year.
Telecommunication sector in India can be divided into two segments:
Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic
services, national or domestic long distance and international long distance services. The state
operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic
services. Private sector services are presently available in selective urban areas, and
collectively account for less than 5 per cent of subscriptions. However, private services focus
on the business/corporate sector, and offer reliable, high- end services, such as leased lines,
ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System for
Mobile Communications (GSM) and Code Division Multiple Access (CDMA).The GSM
sector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA sector is
dominated by Reliance and Tata Indicom. Opening up of international and domestic long
Services are the major growth drivers for cellular industry. Cellular operators get
substantial revenue from these services, and compensate them for reduction in tariffs on
airtime, which along with rental was the main source of revenue.The reduction in tariffs for
airtime, national long distance, international long distance, and handset prices has driven
India has begun a process of telecom reform without any coherent long term plan.
For the benefits to be available to the economy a number of actions would have to be taken,
viz., separation of policy and operation, corporatization of at least some divisions of telecom
service, and implementation of a long term training policy and monitoring systems to ensure
fair access to the network. Ad-hoc nature of the reform process would lead to minimal
benefits and at times may be dysfunctional. The speed of implementation of reforms needs to
be accelerated. Implementation of many of these suggested measures may require strong
political will and a concerted effort. This paper highlights the role of political will and
employees concerns in implementing reforms and the need for top management in addressing
them. A well laid out plan for reform is likely to bring greater success and remove
uncertainty from investors and employees and bring in support for the reform process.
Indian telecom is world’s fastest growing telecom expected grow three fold
by2012.Tremendous strides in this industry have been facilitated by the supportive and liberal
policies of the Government. Especially the Telecom Policy of 1994 which opened the doors
of the sector for private players. Rising demand for a wide range of telecom equipment has
provided excellent opportunities for investors in the manufacturing sector. Provision of
telecom services to the rural areas in India has been recognized as another thrust area by govt.
which also helps for the enormous opportunities in this sector. Therefore telecom sector in
India is one of the fastest growing sectors in the country and has been zooming up the growth
curve at a feverish pace in the past few years. And even the Indian Wireless Market is
booming which has plenty of room for growth. The Indian telecom market is expected to
grow three fold by 2012 & market size Over US $ 8 billion. Moreover the government has set
a target of 20 million broadband connections by 2010.The National Telecom Policy 1999
targets tale-density at 15 percent by 2010.This will entail an investment of US $ 40- 50 billion
over the next 6-8years.There is an immense opportunity for DTH in the Indian market which is
almost 10times compared to the developed countries like the US and Europe. For every channel
there is a scope for broadcasting it in at least ten different languages. So every channel
multiplied by ten that is the kind of scope for DTH in the country. India's media players have
all the ingredients to develop a successful DTH industry. So currently there is a lot of pent-up
demand in the Indian market for DTH. It is expected that by the year 2010there will be over
500 million subscribers in the Indian telecom market. Cellular subscriber base is projected to
grow at a CAGR (Compounded Annual Growth Rate) of48 per cent & expected to reach 88
million in 2012. Over 150% growth in telecom services is projected in 5 years. India will
require large investments in network infrastructure & India expected to be faster growing
telecom market in the world. Since the project expected to reach 30-40% per year 250
subscribers by 2009- 2010.Totalestimate of investment opportunity of USS 22 billion expected
over the next five years.
The telecom industry is one of the fastest growing industries in India. India has nearly 200
million telephone lines making it the third largest network in the world after China and USA.
With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world
There are three types of players in telecom services:
State owned companies (BSNL and MTNL)
Private Indian owned companies (Reliance Infocomm, Tata Teleservices)
Foreign invested companies (Vodafone-Essar, Bharti Tele-Ventures, Escotel, Idea
Cellular, BPL Mobile, Spice Communications)
India's mobile telecom sector is one of the fastest growing sectors. Unlike in the 1990s when
the mobile phone was an elitist product, mobile operators now tap a mass market with mass
marketing techniques. "Unified licensing" rules allow basic and mobile operators into each
other’s territory, and have ushered in perhaps the final phase of industry consolidation.
It seems that only companies with deep pockets can effectively compete as primary operators
mobile markets. Economies of scale, scope, and end-to-end presence in long-distance as well
as local telecom, are desirable.
There are, besides, new challenges. Operators have to find new growth drivers for the wire
line business. There are problems of getting broadband to take off, of technology choice, of
when to introduce new technologies, and of developing a viable business model in an era of
GROWTH OF MOBILE TECHNOLOGY:
India has the fastest growing mobile markets in the world. The mobile services were
commercially launched in August 1995 in India. In the initial 5-6 years the average monthly
subscribers additions were around 0.05 to 0.1 million only and the total mobile subscribers
base in December 2002 stood at 10.5 millions. However, after the number of proactive
initiatives taken by regulator and licensor, the monthly subscriber additions increased to
around 2 million per month in the year 2003-04 and 2004-05.
Although mobile telephones followed the New Telecom Policy 1994, growth was tardy in the
early years because of the high price of handsets as well as the high tariff structure of mobile
telephones. The New Telecom Policy in 1999, the industry heralded several pro consumer
initiatives. Mobile subscriber additions started picking up. The number of mobile phones
added throughout the country in 2003 was 16 million, followed by 22 millions in 2004, 32
million in 2005 and 65 million in 2006. The only countries with more mobile phones than
India with 156.31 million mobile phones are China – 408 million and USA – 170 million.
India has opted for the use of both the GSM (global system for mobile communications) and
CDMA (code-division multiple access) technologies in the mobile sector.
The mobile tariffs in India have also become lowest in the world. A new mobile connection
can be activated with a monthly commitment of US$ 5 only. In 2005 alone 32 million
handsets were sold in India. The data reveals the real potential for growth of the Indian
CELLULAR SERVICE PROVIDERS:
As on Apr 2007 India has 167 million mobile phone subscribers. Out of this 125 million are
GSM users and 41 million CDMA users. BSNL, Bharti Airtel, Hutch, Idea, Aircel, Spice and
MTNL are the main GSM providers in India. Reliance Communications and Tata Indicom
are the main CDMA providers in India.
Airtel is providing cellular services in Delhi, Mumbai, Kolkata, Chennai, Andhra Pradesh,
Gujarat, Haryana, Himachal Pradesh, Jammu and Kashmir, Karnataka, Kerala, Madhya
Pradesh, Maharashtra, Goa, Orissa, Punjab, Rajasthan, Tamil Nadu, UP and West Bengal.
Airtel is the No.1 cellular service provider in India using GSM technology. Airtel has 23%
market share in India with a total subscriber base of 38 million.
Reliance has both CDMA and GSM networks and total subscriber base of 29 million or 17%
market share. It has GSM network in Assam, Bihar, Himachal Pradesh, Kolkata, North East,
Madhya Pradesh, Orissa and West Bengal. Reliance has CDMA networks in other states and
Bharat Sanchar Nigam Limited (BSNL)
BSNL is a state owned telecom company which has GSM presence in almost every cities and
towns. BSNL has 27 million subscribers with a market share of 16%.
Vodafone is another emerging GSM provider in India with coverage in Kerala, Mumbai,
Delhi, Kolkata, Chennai, Gujarat, Andhra Pradesh, Karnataka and Punjab with a total
subscriber base of 27 million.
Tata Indicom is a main CDMA provider in India with 16 million subscribers all over India.
Tata Indicom has presence in almost every state and cities in India.
BHARTI AIRTEL LTD
About Bharti Airtel Limited:
Bharti Airtel Limited, a group company of Bharti Enterprises, is India’s leading integrated
telecom services provider with an aggregate of 62 million customers. Bharti Airtel has been
rated among the best performing Companies in the world in the Business Week IT 100.
Bharti Airtel is structured into three strategic business units’ ± Mobile services, Broadband
&Telephone (B&T) services and Enterprise services. The mobile business provides mobile &
fixed wireless services using GSM technology across 23 Telecom circles. The B&T business
provides 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.
Airtel’s high-speed optic fiber network currently spans over 53,000 kms covering all
the major cities in the country. The company has two International landing stations in
Chennai that connects two submarine cables u Systems - i2i to Singapore and SEA-ME-WE-
4 to Europe.
Bharti Airtel crosses the 62 million customer mark Becomes the fastest private telecom
company in the world to achieve this milestone Enters into the league of the world’s top
telecom companies, moves toward stop 5 global mobile companies Adds last25 Million in just
14 months, accelerates towards the 100 million customer mark Rapidly expands network, to
roll out across all census towns and over 5, 00,000 villages covering over 95% of the
Bharti Airtel has achieved the distinction of becoming the fastest private telecom
company in world to achieve this landmark in a single country within 143 months of start of
operations. The 50 million customer base covers mobile as well as broadband &telephone
customers. Commenting on this major global landmark, Mr. Akhil Gupta, Joint Managing
Director, Bharti Airtel said, ³We are delighted to have achieved this major landmark, which
puts Bharti Airtel amongst the top telecom companies in the world. It underlines the strength
of our unique business model and our vision to provide affordable services like lifetime
prepaid to customers across the length and breadth of the country. Would like to thank our
partners for having shared our vision. This milestone highlights the emergence of India as
one of the top telecom markets in the world and we are proud to have been at the forefront of
this growth. Going forward, we believe this growth momentum will remain intact and we are
gearing towards the 100 million customer’s mark.´
Bharti Airtel crossed the 10 million customer mark in November 2004. In July last year, it
crossed the 25 million customer mark. The company added the next 25 million customers in
just 14 months. This is amongst the fastest rate of customer additions by any telecom
company in the world.
Mr. Manoj Kohli, President & CEO, Bharti Airtel added, ³This is a very proud
moment for us and I would like to thank our 50 million customers for believing in Airtel. It is
a tribute to our commitment to provide best-in-class services to our customer’s and leads the
market with exciting innovations. We are committed to create a world-class organization and
benchmark it with the best in the world. As the market gets ready for that extend wave of
growth, we are committed to expanding our telecom networks wider and deeper across the
country and partner India’s growth story.´
In the mobile business, Bharti Airtel plans to make considerable investments in
Network expansion to establish presence in all census towns and over 500,000 villages across
India by 2010, thereby covering 95% of the country’s total population. The company’s
strategic focus will be on further strengthening the Airtel brand through best-in-class
customer service, which is backed by wide national distribution.
In the Enterprise business, Bharti Airtel will invest substantially in the long distance
business to achieve the scale of a global carrier within next 2-3 years. It is also strengthening
the corporate business towards becoming a preferred managed services partner for the top
2000 corporations. In Broadband &Telephone SBU, Bharti Airtel will initiate large-scale
deployments of broadband network infrastructure in 94 towns, with a sharp focus on the
home and SME segments. It is readying to offer triple play to its customers with the launch of
its IPTV service. The company is also looking the commencing national DTH operations by
the end of the current fiscal. Bharti Tele-Ventures was incorporated on July 7, 1995 as a
company with limited
Liability under the Companies Act, for promoting telecommunications services. Bharti
Tele-Ventures received certificate for commencement of business on January 18, 1996.
The Company was initially formed as a wholly-owned subsidiary of Bharti Telecom
MILESTONE OF COMPANY
Mobile phone operator, Bharti Airtel, became the first Indian telecom company to serve 50
million customers last month, and is now the world’s tenth largest wireless carrier.
1 Bharti has doubled its user base in the past 14 months alone, and hopes to reach 100
million subscribers by 2010, according to company executives.
2 “Our next 50 million will largely come from rural India as our plan is to reach 5,200
census towns and over five lakh villages, covering 96 per cent of the Indian population,”
said Bharti Airtel president and CEO, Manoj Kohli, at a news conference this week.
3 Bharti Airtel, India’s leading telecommunication services provider, today announced
that it had crossed the 50 million customer mark. With this, Bharti Airtel has achieved
the distinction of becoming the fastest private telecom company in world to achieve this
landmark in a single country - within 143 months of start of operations. The 50 million
customer base covers mobile as well as broadband & telephone customers.
4 Commenting on this major global landmark, Mr. Akhil Gupta, Joint Managing Director,
Bharti Airtel said, “We are delighted to have achieved this major landmark, which puts
Bharti Airtel amongst the top telecom companies in the world. It underlines the strength
of our unique business model and our vision to provide affordable services like lifetime
prepaid to customers across the length and breadth of the country. I would like to thank
our partners for having shared our vision. This milestone highlights the emergence of
India as one of the top telecom markets in the world and we are proud to have been at
the forefront of this growth. Going forward, we believe this growth momentum will
remain intact and we are gearing towards the 100 million customers mark.”
5 Bharti Airtel crossed the 10 million customer mark in November 2004. In July last year,
it crossed the 25 million customer mark.
6 The company added the next 25 million customers in just 14 months. This is amongst
the fastest rate of customer additions by any telecom company in the world.
7 Mr. Manoj Kohli, President & CEO, Bharti Airtel added, “This is a very proud moment
for us and I would like to thank our 50 million customers for believing in Airtel. It is a
tribute to our commitment to provide best-in-class services to our customers and lead the
market with exciting innovations. We are committed to create a world-class organization
and benchmark it with the best in the world. As the market gets ready for the next wave
of growth, we are committed to expanding our telecom networks wider and deeper
across the country and partner India’s growth story.”
8 In the mobile business, Bharti Airtel plans to make considerable investments in
Network expansion to establish presence in all census towns and over 500,000 villages
across India by 2010, thereby covering 95% of the country’s total population. The
company’s strategic focus will be on further strengthening the Airtel brand through best-
in-class customer service, which is backed by wide national distribution.
9 In the Enterprise business, Bharti Airtel will invest substantially in the long distance
business to achieve the scale of a global carrier within next 2-3 years. It is also
strengthening the corporate business towards becoming a preferred managed services
partner for the top 2000 corporations. In Broadband & Telephone SBU, Bharti Airtel
will initiate large-scale deployments of broadband network infrastructure in 94 towns,
with a sharp focus on the home and SME segments. It is readying to offer triple play to
its customers with the launch of its IPTV service.
Bharti Tele-Ventures is one of India's leading private sector providers of
telecommunications services based on an aggregate of 28,692627 customers as on September
30, 2006, consisting of 27,061,349 GSM mobile and 1,631,278 broadband & telephone
The businesses at Bharti Tele-Ventures have been structured into three individual strategic
units (SBU’s) –
1. mobile services
2. broadband and telephone services (B&T)
3. enterprise services
The Mobile services group provides GSM mobile services across India in 23 telecom
circles, while B&T business group provides broadband & telephone services in 94
cities. The Enterprise Services group has two sub-units – carriers (long distance
services) and services top corporate. All these services are provided under the Airtel
Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in 1976, Bharti
has been a pioneering force in the telecom sector with many firsts and innovations to its
Bharti provides a range of telecom services, which include Cellular, Basic, and Internet and
recently introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the USA.
Bharti is the leading cellular service provider, with a footprint in 16 states covering all four
metros. It has over 12 million satisfied customers
Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse
fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the
largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand,
Bharti has created a significant position for itself in the global telecommunications
sector. Bharti Tele-Ventures is today acknowledged as one of India's finest companies, and
its flagship brand 'Airtel', has over 12 million customers across the length and breadth of
While a joint venture with TeleTech Inc., USA marked Bharti’s successful foray into the
Customer Management Services business, Bharti Enterprises’ dynamic diversification has
continued with the company venturing into telecom software development. Recently, Bharti
has successfully launched an international venture with EL Rothschild Group owned ELRO
Holdings India Ltd., to export fresh Agri products exclusively to markets in Europe and
"What other operators have achieved in one to two years, Bharti has done in just over a
month. In July 2002, one out of every two people buying a mobile across India chose
AirTel. We are truly proud to be spearheading the mobile revolution in the country."
By 2010 Airtel will be the most admired brand in India:
Loved by more customers.
Targeted by top talent.
Benchmarked by more business.
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
• Cost Efficiency
• Unified Messaging Solutions
• Innovative products and services
• Error- free service delivery
MOBILE: Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India
and is the largest mobile service provider in the country, based on the number of Customers.
INTERNET: 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.
DATA CONNECTIVITY: 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.
FIBER CABLES: The Company compliments its mobile and broadband & telephone services
with national and international long distance services. It has over 35,016 route kilo meters 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.
Prepaid- Enter the world of limitless possibilities with Airtel Prepaid. The service that
helps you gives words to every feeling, an expression to every emotion.
Post-paid- Life becomes much simpler with your Airtel Post-paid. It gives you the unlimited freedom
to reach out to people in your special way.
Speed on Demand
With airtels innovative service, you can enjoy a dedicated speed of up to 2 Mbps without
having to change your subscription plan. What’s more, you only pay for what you use.
Free broadband for 14 months with any Compaq notebook or desktop. Make an exciting world come
alive with Airtel Broadband. Airtel PC Secure One of the best in PC security, to provide you and your
family with our great value online security package.
Entertainment on Airtel Choose your style. Now even for your homepage.
Unlimited games on demand @ Rs.99 per month Experience Wizkid on Airtel.
As an outcome of a restructuring exercise conducted within the company; a new
integrated organizational structure has emerged; with realigned roles, responsibilities and
reporting relationships of Bharti s key team players. With effect from March 01, 2006,
this unified management structure of One Airtel will enable continued improvement i n
the delivery of the Group’s strategic vision.
BOARD OF DIRECTORS
1) Sunil Bharti Mittal . Chairman and Managing Director
2) Rajan Bharti Mittal. Director
3) Akhil Gupta. Joint Managing Director
4) Rakesh Bharti Mittal. Director
5) Chua Sock Koong. Director
6) Pulak Chandan Prasad. Director
7) Bashir Abdulla Currimjee. Director
8) Mauro Sentinelli. Director
9) Professor V.S Raju. Director
10) O Sullivan. Director
11) Kurt Hellstrom. Director
12) N. Kumar. Director
13) Ajay Lal. Director
14) Francis Heng. Director
15) Arun Bharat Ram. Director
AIRTEL POSITION IN MARKET OF AIRTEL AS COMPARE TO ITS
COMPETITORS IN INDIA.
The overall position of bharti airtel in the market is very good because due to its least number
of unsatisfied customers in India .the above graph clearly shows that airtel has got the status
in the mobile sector as market leader.
CHAPTER – IV
Products of Airtel, Outlet categorize & Target setting
Airtel Retail Outlet
Retail Outlet means those shops which sales Airtel products (SIM, vouchers).Airtel maintains
category for its retail outlets. In pulwama there are total 1000 outlets .
The “Airtel NAVARATNA” award is a special way to encourage and appreciate the retailer’s
Performance. This award is given to those retailers who are capable of doing a business of
Rs.50, 000/- and above with 50 or more SSO activation. It is mandatory to achieve both
parameters to be awarded. (The company puts a sales target of 10% increment on each
current month’s sales) Competition margin in the overall j&k market for all the Service
Providers. The margin has lots of importance because as per this the Company can have more
number of Retail Outlets, through which the sale can be pushed.
Retailer’s margin compared with other service providers
a. Types of outlets
CATEGORY WISE MOVEMENT (Types of Outlets)
(Outlet Type as Per Turn over monthly) Outlet Type as per
Outlet Type Turn Over in Rs. SSO Type Number of Activation
Cat A >1, 50.000 S1 75+
Cat B 60,000 to 1, 50,000 S2 50 to 74
Cat C 30,000 to 60,000 S3 30 to 49
Cat D 15,000 to 30,000 S4 11 to 29
Cat E <15,000 S5 5 to 10
S6 1 to 4
b. COMPETION MARGINS ( for Urban)
OPERATOR DISTRIBUTOR RETAILER DISTRIBUTOR(PCO)
Airtel 1.3 2.7 1.3 2.5
Vodafone 1.5 3 - -
Aircel 2 5 - -
BSNL 1.5 4 - -
TATA 1.8 3 2 -
RIM 1.5 3 - -
RTL 1 3 - -
!dea 3 - - -
Airtel in south kashmir
Number of distributor in south kashmir:
In pulwama region there are total 4 distributors. (Table: 4)
Name of the Distributor Number of FSE
PK Agency 8
JD Distributor 4
FAMIS TRADING AGENCY. 12
BHAT AGENCY) 5
FAMIS TRADING agency has the maximum area coverage in the region. I have analyzed its
FSE’s target and achievement.
SWOT ANALYSIS OF BHARTI AIRTEL
1. Bharti Airtel has more than 71 million customers. It is the largest cellular provider in India,
and also supplies broadband and telephone services - as well as many other
telecommunications services to both domestic and corporate customers.
2. Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel, with
whom they hold a strategic alliance. This means that the business has access to knowledge
technology from other parts of the telecommunications world.
4. The company has covered the entire Indian nation with its network. This has
underpinned its large and rising customer base.
1. An often cited original weakness is that when the business was started by Sunil Bharti
Mittal over 15 years ago, the business has little knowledge and experience of how a cellular
telephone system actually worked. So the start-up business had to outsource to industry
experts in the field.
2. Until recently Airtel did not own its own towers, which was a particular strength of some
of its competitors such as Hutchison Essar. Towers are important if your company wishes to
wide coverage nationally.
1. The company possesses a customized version of the Google search engine which will
broadband services to customers. The tie-up with Google can only enhance the Airtel brand,
and also provides advertising opportunities in Indian for Google.
2. Global telecommunications and new technology brands see Airtel as a key strategic player
in the Indian market. The new iPhone will be launched in India via an Airtel distributorship.
Another strategic partnership is held with Blackberry Wireless Solutions.
3. Despite being forced to outsource much of its technical operations in the early days, this
allowed Airtel to work from its own blank sheet of paper, and to question industry
approaches and 30 practices - for example replacing the Revenue-Per-Customer model with a
Revenue-Per-Minute model which is better suited to India, as the company moved into small
and remote villages and towns.
4. The company is investing in its operation in 120,000 to 160,000 small villages every year.
It sees that less well-off consumers may only be able to afford a few tens of Rupees per call,
and also so that the business benefits are scalable - using its 'Matchbox' strategy.
5. Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea Cellular
to create a new independent tower company called Indus Towers. This new business will
control more than 60% of India's network towers. IPTV is another potential new service that
could underpin the company's long-term strategy.
1. Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned a
5.6% stake in the Airtel business sold it back to Airtel, and instead invested in its rival
Essar. Knowledge and technology previously available to Airtel now moves into the hands of
one of its competitors.
2. The quickly changing pace of the global telecommunications industry could tempt Airtel to
go along the acquisition trail which may make it vulnerable if the world goes into recession.
Perhaps this was an impact upon the decision not to proceed with talks about the potential
purchase of South Africa's MTN in May 2008. This opened the door for talks between
Reliance Communication's Anil Ambani and MTN, allowing a competing Indian industrialist
to invest in the new emerging African telecommunications market.
3. Bharti Airtel could also be the target for the takeover vision of other global
telecommunications players that wish to move into the Indian market.
Airtel comes to you 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. The businesses at Bharti
Airtel have been structured into three individual strategic business units (SBU's) - Mobile
Services, Airtel Telemedia Services & Enterprise Services
DATA INTERPRETATION AND ANALYSIS
Q.NO 1,2 AND 3
DEMOGRAPHICS: 1. GENDER
2 .AGE OF RESPONDENT
STUDENT GOVT.EMPLOYEE BUSINESS MAN HOME- MAKER
The above demographics clearly shows that most of the male are the users of airtel services
.Also the young people like students and other people of age 15-25 years are being the
regular customers of airtel in south Kashmir.
5. Respondent aware about telecommunication services
At least 97%of people are aware about tele communication services in the area and which is
represents how much effort and sources mobile companies is being used for advertisements
7. AWARENESS SOURCE OF BHARTI AIRTEL
The source of awareness towards airtel mobile services in south Kashmir is mostly the
mouth publicity. It shows how satisfied the customers are and its influence on new
subscribers. It has been the good sign for Airtel Company as its existing Customers help in
attracting more customers. So in the above graph it is being clearly seen that at least 50%
have marked mouth publicity as their source of awareness. And also it is not possible by,
advertisement and hoardings in far flying rural areas due non availability of electronic media,
electricity. News paper is the only 2nd option for it after mouth publicity.
8. CONSISTENCY LEVEL OF CUSTOMERS
less than 1 month
more than 1 year
In my survey I observed that (73%) of the customers are constantly being the user of airtel
services for the past 1 year, 14% between 6to12 months, 8% between2 to 6months and 5%
less than 1 month. The survey indicates good consistency, satisfaction level & commitment
of the customers.
9.REASON TO CALL CUSTOMER CARE
new information purpose
AS THE number of customers are calling customer care for other puposes than complaining
which indicates that customers are more satisified.
1O. SATISIFACTION OF CUSTOMERS TOWARDS NETWORK OF
The above graph clearly indicates that most of the customers of airtel are satisfied with the
network and the combination of all levels of satisfaction is very good. At least 70% of
customers fall in satisfied zone, but a few number of customers (8%) are somewhat
dissatisfied with the airtel network in their respective areas.
11. SATISIFACTION OF CUSTOMERS TOWARDS CALL RATES OF
The satisfaction level of customers due to call rates are varying as shown in above graph. The
most number of customer are satisfied and only few are highly satisfy. Here again the no. of
customers dissatisfied due call rates are .
12.OVER ALL SATISIFACTION OF CUSTOMERS TOWARDS ALL MOBILE
SERVICES OF BHARTI AIRTEL
The overall satisfaction level of customers satisfied with all airtel services are clearly being
represented in the above pie-chart. Most of the customers are average satisfied and constitute
50% out of sample size of 100. Only 20% are dissatisfied as was also seen in the satisfaction
level towards network and call rates etc in the above graphs. Thus the satisfied customers of
airtel are falling in the average zone and highly satisfied and its combine number is more as
comparison to disatisified.
12.UNAWRENESS IN THE RESPONDENT
Some of the respondents were unaware about airtel telecommunication due least publicity as
per there response. The respondents were the resident of the area where the other telecom
companies and mostly aircel have dominated the market and people are using more aircel and
13. RESPONDENT NOT USING AIRTEL MOBILE SERVICES
During my survey I found that some customers were not using airtel services .the above
graph clearly indicates that the reason behind is only high call rates of airtel. There were only
4 respondents who have given this response out of hundred. The most and only reason is the
high call rates behind the customer to be not airtels customer
14 . RECOMMENDATION OF RESPONDENTOF AIRTEL SERVICES TO
10% very good
Here the main aim to put this question is to find out the chances of recommending airtel
services to others by respondent after using the services.Also it is helpful to find his
satisifaction level and then the chances will be more.So 41% respondents are falling in the
zone of good and after the chances are excellent as 23%.So the overall recommendation
percent is in good favour of the company as only 11% are saying poor.So the company have
got good image in front of its existing customers and on these basis they will recommend it to
Thus 89% of customers will recommend airtel to others.
15. OVERALL SUGGESSTIONS BY REPONDENTS
At least 95% respondents have suggested that airtel have to reduce call charges and improve
network in south Kashmir in order to dominate the market and to be market leader in Jammu
and Kashmir. Also some schemes and offers should be given at reasonable rates as
competitors are giving in order to increase the satisfaction level of its existing as well as for
new customers as well.
95% of the respondents are have a mobile phone while 5% of the respondents do not
have a mobile phone.
100% of the respondents are aware about telecommunications services.
90% of the respondents use Airtel, 3% respondents use aircel while 5% respondents
use Reliance, BSNL and Tata Indicom.
97% of respondents are aware about airtel Services.
45% of the respondents are aware about airtel through mouth publicity, 24% are
aware because of news papers while 19% and 15% of the respondents are aware
because of Newspapers and Mouth Publicity respectively.
39% of the respondents use airtel services from past more than 1 year while the
lowest is 14% respondents using airtel services less than 1 month..
87% of the respondent calls at customer care while 13% respondents do not call at
31% respondents respondents call customer care once a month while 16% and 7% of
respondents call once a week and daily respectively.
5% of respondents call at customer care for complaining purpose while 55%, 25% and
20% of respondents call customer care for other queries, information regarding new
schemes and value added services respectively
5 respondents among the total no. of respondents don’t use airtel services because of
high prices. 3 respondents don’t use airtel services because of poor services while 2
respondents each don’t use airtel services because of lack of awareness and poor
95% of the airtel customers would like to recommend airtel services to others while
5% of the airtel Customers won’t recommend to others.
Airtel is facing strong competition from aircel and reliance in spite of the fact they
are far away from Airtel technologically but these two have an inside reach in rural
and urban area and have low tariff rates.
Leader in Telecom market Airtel is holding a position of Market Leader by
having 23 percent of the total market share.
Customers are satisfied with various plans and also with value added services.
It was observed that most of the customers expressed their unhappiness over
network services in some areas. Some citizens are very much dissatisfied particular
about call rates.
Through our survey, I came to know that most of the customers are average
satisfied with Airtel services
Also people have mentioned in the open ended question that the company may take
serious look over call rates mostly as the competitors are providing them relaxation in
FINDINGS FROM RETAILER POINT OF VIEW
Retailers are not too much satisfied by airtel company due to following reasons.
1. Airtel giving not too much benefits as compare to its competitors.
2. Customers are not easily coming towards airtel than other companies like aircel due to
its high call rates and poor network and retailers want to take other companies.
3. High schemes and offers of other companies give much relaxation to both retailers and
4-Also retailer feedback have given the information about strategies about competitors
I would like to discuss about an industry which is responsible and absolutely welcomes
enhanced competition. In fact, Bharti is the outcome of the process of competition in the
telecom industry. I believe that the success of this industry in the market place is by
delighting customers through affordable tariffs and high quality and reach of networks,
instead of any possible manipulation in the area of spectrum management.
I have no doubt that the Department has nothing but the best interest of the industry
and customers at heart and whatever you do will be to support India's continuing growth in
this vital sector.
I saw from the Consumer Research that most of the respondents are using Airtel but
they are just using it because it is available in the market at the affordable and comparative
We can find that Airtel is not the best Cellular service provider in India because apart
from the basic cellular services and the tariff plans, it’s not good at any point. Because most
of the respondents have rated it as average more. And of course the survey research always
reflects the truth.
The costs of introducing cellular services for Airtel are marginal in nature, as it needs only to
augment its cellular switch/equipment capacity and increase the number of base stations. The
number of cities, towns and villages it has covered already works to its advantage as putting
more base stations for cellular coverage in these areas comes within eligible, marginal cost.
Besides such cost advantages, it has also other cost advantages for the latest cellular
technology. As a late entrant into the cellular market, it has dual advantage of latest
technology with modern features, unlike other private cellular operators who started their
service more than 4-5 years back and low capital cost due to advantages of large scale buying
of cellular switch/equipment.
The interesting observation of this survey is the sales of the toppings were increasing
regularly. It reveals that popularity of toppings was increasing through sales. In my survey I
found that most of the customer’s view towards Airtel Prepaid connections &toppings are
Good (50%) & Excellent (25%). But Airtel must take care towards unsatisfied customers
(5%). The average rating for the company is being ³Good´. Some respondents commented
that Airtel is very worst at Coverage and call rates.
No doubt Airtel have very good quality of network and availability in Kashmir.
Customer feels delightful with the Airtel services and is satisfied with Airtel Customer
service. Customer is aware of various offers & schemes through various ways of
advertisements in news papers, television, radio & SMS by Company.
After the complete analysis of entire study I have put forward a set of recommendations
Which are as follows?
PRICING- Depending on the market conditions / competition from cellular or
well-mobile service providers and also to suit local conditions, there should be
flexible pricing mechanism (either at central or local level).
IMPROVEMENT IN TECHNOLOGY- Airtel should immediately shift to third
generation switches by replacing its c-dot switches. This will improve the quality of
service to desired level and provide simultaneous integration with the nationwide
network. The special distribution of the transmission towers should be increased to
avoid no signal pockets´
ESTABLISHMENT OF DISTRIBUTION CHANNELS- Airtel should establish
widespread and conspicuous distribution to match that of the competitors. The
distribution network shall make the product visible and available at convenient
UNTAPPED RURAL MARKET- Large part of south Kashmir rural market is still untapped
therefore Airtel is required to bring that area under mobility.
To retain existing customers means offering the best scheme reasonable call rates and
best network than competitors like Aircel, Reliance and others. This would
automatically attract new customers.
Airtel need not spend on advertisement to attract new customers.
Airtel should continue to offer the best toppings to stay at the top.
There should be no compromise in quality and the network facility.
There should be better customer relationship in some areas where customers have made lot of
To retain existing customers means offering the best scheme. This would
automatically attract new customers. Airtel need not spend on advertisement to
attract new customers.
Airtel should continue to offer the best toppings to stay at the top
There should be no compromise in quality and the network facility.
Name ……………………………………………… Address: ……………………………………………
Q(1) Your gender group?
(1) Male (2) female
(2) Your age group ?
(1) 15-25yrs (2) 25-40yrs (3) 40-50 yrs (4) above 50 yrs
(3) What is your occupation?
(1) Student (2) Govt. employee (3) Business man (4) home maker
Q(4) Do you have a mobile phone?
(1) Yes (2) No
Q (5) Are you aware about mobile telecommunication services?
(1) Yes (2) No
Q (6) If yes, then which operator’s service do you use?
(1)Airtel (2) aircel (3) Idea (4) Reliance
(5)BSNL (6) Tata -Indicom (7) Any other ---------------------
If, not Airtel then go to Q .no 14 (If Airtel then proceed )
Q (7) From which source you came to know about Airtel?
(1) Advertisement. (2) Hoardings.
(3) News- papers. (4) Mouth publicity.
Q (8) Since how long you are using Airtel services?
( 1) Less than 1 month. (2) 2-6 months.
(3) 6-12 months. (4)More than 1 year.
Q (9) which feature of Airtel forced you to choose it?
(1)Advertisement (2) Network (3) Schemes (4) Call rates
(10)Are you taking benefits of any scheme offering by AIRTEL?
(a) YES (b) No
(11) Which services are more helpful to you while using Airtel services than others.?
(a) Call rates (b) SMS service
(c) Network (d) Value added services.
(12) Do you call at customer care?
(a)Yes (b) No
(13) If, yes, how often you call at customer care
(a)Daily (b) Once a week
(c)Once a month (d) occasionally
(14) For what reason you call at customer care?
(1) Value added service (2) Information regarding new schemes
(3) Other queries (4) Complaining
Q15) Rate the features of Airtel mobile services on the following parameter as per your satisfaction- (1-
highly satisfy, 2- somewhat satisfy ,3- satisfed,4-somewhat dissatisfied 5-strongly dissatisfy)
(3)Value added services
(5) New schemes and offers
Q(16) After rating above question your overall satisfaction towards AIRTEL services?
(1) Highly satisfied. (2) Average. (3) Dissatisfied. (4) Strongly disatisified.
(17) What makes you un aware about Airtel?
(1 )Least advertisement. (2) Least publicity (3) Others.
(If other then mention _____________________________)
Q (18) why you are not using Airtel services?
(1)Lack of awareness (2) poor network (3) High call rates (4) both 2&3. (5) Poor
Q(19) How likely are you to recommend Airtel to a friend or relative? Would you say the chances are?
(1) Excellent. (2) Very good (3) Good. 4) Fair. (5) Poor
Q (20) Give your suggestions to help in serve you
REFRENCE AND BIBILIOGRAPHY
Cooil B., Keiningham T., Aksoy L. and Hsu M., (2007) Customer Satisfaction and Share of
Wallet, Journal of Marketing, 71(1): 67-83.
Dick A., Basu K.,(1994),Customer Loyalty :Toward an Integrated Conceptual Frame Work,
Journal of Academy of Marketing Services ,22(2),99-113
Mohhammed karim kazmi(2009) customer satisfaction techniques for tele companies,book
Principles of Marketing ± Philip Kotler and Gerry Armstrong
Marketing Research ± D.D. Sharma
Marketing Research ± Green &Tull
www.pulwama connect airtel.in