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Project on Airtel

Project on Airtel

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  • 1. 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. Submitted by: Name of the student: IRFAN-BASHIR University Roll No: RT1901B47 REGISTRATION NUMBER: (10900856) DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA
  • 2. 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. Best Regard Mr. MUJTABAHUSSAIN. (TERRITORY SALESMANAGER)
  • 3. DECLARATION FORM 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. Place : Date : Signature of Student Name of Student : _____________________________ Address : _____________________________ ______________________________________
  • 4. ACKNOWLEDGEMENT 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. irfan-bashir
  • 5. PREFACE 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.
  • 6. CONTENTS 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 FINDINGS................................................................................................. 43 CONCLUSION.......................................................................................... 45 RECOMMENDATIONS............................................................................ 46 SUGGESTIONS......................................................................................... 47 BIBLIOGRAPHY REFERENCES.......................................................... 50
  • 7. CHAPTER –I EXECUTIVE SUMMARY 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
  • 8. 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 Kashmir. . 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 phones. From total mobile subscribers Airtel has a market share of 32%, having highest market share in 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. CHAPTER –II INTRODUCTION: “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:
  • 9.  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 need. 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. RESEARCH-METHODOLOGY Hypothesis: 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.
  • 10. 2. Alternative Hypothesis –HA: Customers are not satisfied Data collection: My study used both primary & secondary data. 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 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) SAMPLE DESIGN 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 constraint.
  • 11. Sample Size: 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 among retailers. 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 CHAPTER III REVIEW OF LITERATURE
  • 12. 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 well. . Customer Satisfaction 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 assessment. 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
  • 13. 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 expectations. 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
  • 14. 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 customer satisfaction. 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.
  • 15. 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 CHAPTER-IV
  • 16. HISTORICAL BACK GROUND OF 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).
  • 17. 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 sector. 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 telecommunications sector. 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
  • 18. 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 distance telephony 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 demand. 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
  • 19. 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 MAJOR PLAYERS 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)
  • 20. 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 convergence. 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.
  • 21. 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 mobile market. 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. Bharti Airtel 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 Communications 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 cities. 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%.
  • 22. Vodafone 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 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 COMPANY PROFILE 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.
  • 23. 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 population. 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
  • 24. 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 Limited. 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.
  • 25. 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
  • 26. 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 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 customers 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 brand. 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 credit. Bharti provides a range of telecom services, which include Cellular, Basic, and Internet and recently introduced National Long Distance. Bharti also manufactures and exports
  • 27. 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 India. 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 USA. "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." (S.N.MITTAL) BHARTI’S- VISION By 2010 Airtel will be the most admired brand in India:  Loved by more customers.  Targeted by top talent.  Benchmarked by more business. 
  • 28. Bharti’s -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 • Cost Efficiency • Unified Messaging Solutions • Innovative products and services • Error- free service delivery BUSINESS DIVISIONS 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
  • 29. 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. MOBILE 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. . BROADBAND SERVICES 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. HP Campaign 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. ORGANIZATION- STRUCTURE As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bharti s key team players. With effect from March 01, 2006,
  • 30. 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
  • 31. AIRTEL POSITION IN MARKET OF AIRTEL AS COMPARE TO ITS COMPETITORS IN INDIA. 13% 20% average good 25% excellent unsatisified 42% 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 a category for its retail outlets. In pulwama there are total 1000 outlets . Airtel Navaratna: 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.
  • 32. Retailer’s margin compared with other service providers Table below a. Types of outlets b. Margin CATEGORY WISE MOVEMENT (Types of Outlets) (Outlet Type as Per Turn over monthly) Outlet Type as per SSO(sale/activation) 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) RETAILER(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.
  • 33. SWOT ANALYSIS OF BHARTI AIRTEL STRENGTHS 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 and technology from other parts of the telecommunications world.
  • 34. 4. The company has covered the entire Indian nation with its network. This has underpinned its large and rising customer base. WEAKNESSES 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 provide wide coverage nationally. OPPORTUNITIES 1. The company possesses a customized version of the Google search engine which will enhance 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. THREATS 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 Hutchison. 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.
  • 35. 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 Chart Title 11% MALE FEMALE 89%
  • 36. 2 .AGE OF RESPONDENT 3. OCCUPATION 50 44 40 34 30 20 17 Series1 10 5 0 STUDENT GOVT.EMPLOYEE BUSINESS MAN HOME- MAKER INTERPRETATION. 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
  • 37. 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 and publicity. 7. AWARENESS SOURCE OF BHARTI AIRTEL
  • 38. INTERPRETATION 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 5% 8% less than 1 month 14% 2-6 months 6-12 months more than 1 year 73% INTERPRETATION
  • 39. 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 7% 20% other queries 50% vas new information purpose 23% complaining INTERPRETATION 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 AIRTEL INTERPRETATION
  • 40. 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 AIRTEL 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 20% 30% HIGHLY SATISIFIED AVERAGE 50% DISATISIFIED
  • 41. 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 bsnl.
  • 42. 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 OTHERS 11% 23% 15% excellent 10% very good good 41% fair poor 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 others. Thus 89% of customers will recommend airtel to others.
  • 43. 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. FINDINGS  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 customer care.  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 network.  95% of the airtel customers would like to recommend airtel services to others while 5% of the airtel Customers won’t recommend to others.
  • 44. 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 this service. 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 customers. 4-Also retailer feedback have given the information about strategies about competitors of airtel.
  • 45. CONCLUSION 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 Prices. 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.
  • 46. RECOMMENDATIONS 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 locations.  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 complaints. SUGGESTIONS 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.
  • 47. QUESTIONNAIRE 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
  • 48. (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) (1) Network (2)Call rates (3)Value added services (4)Customer care (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 services 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 better.(_________________________________________) REFRENCE AND BIBILIOGRAPHY
  • 49. 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 of customers Principles of Marketing ± Philip Kotler and Gerry Armstrong Marketing Research ± D.D. Sharma Marketing Research ± Green &Tull Websites: www.bhartiairtel.in www.pulwama connect airtel.in http://www.airtel.com/start/media_relations/news/local_press_releases/portugal/portugal_pre ss_release/airtel_had_highest.html  http://en.wikipedia.org/wiki/Customer_satisfaction  http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company)  http://en.wikipedia.org/wiki/airtel  http://bora.nhh.no/bitstream/2330/1919/1/Saplitsa%202008.pdf  www.anacom.pt/render.jsp?contentId=606658  www.iimcal.ac.in/community/consclub/reports/telecom.pdf  www.scribd.com