SIP Report on Bharti Airtel Limited

To Study Marketing Strategies, Sales & Market Standing of Bharti Airtel
C.I.B.M.R.D, Nagpur Page 1
CHAPTER 1
INTRODUCTION
1.1 Indian Telecom Industry
Telecom is one of the fastest-growing industries in India. Today India stands as the second-
largest telecommunications market in the world. The mobile phone industry in India would
contribute US$ 400 billion in terms of gross domestic product (GDP) of the country in 2014.
This sector which is growing exponentially is expected to generate about 4.1 million additional
jobs by 2020, as per GroupeSpeciale Mobile Association (GSMA).India’s global system for
mobile (GSM) operators had 4.14 million rural subscribers as of January 2014, bringing the total
to 285.35 million.
The year 2016 is a landmark year in the Indian telecoms industry. The much awaited sector
consolidation set-in. Some of the key drivers for market consolidation include increasing
pressure on profitability, hyper-competition, spectrum trading and sharing guidelines and
favourable M&A policy. In addition, the sector also witnessed a number of spectrum trading and
sharing deals.
In August 2016, spectrum auction took place with the largest quantum of spectrum being made
available by the Government of India. However, the auctions witnessed muted response,
primarily on account of high reserve prices. Of the 2,355 megahertz (MHz) total spectrum
across seven bands put up for auction, only 40% of the spectrum got sold with no activity seen
in 700MHz and 900MHz band. Telecom operators bid selectively to plug coverage gaps and
enhance spectrum portfolio, especially for 4G services.
In another significant development, 2016 saw the entry of a Greenfield 4G operator, introducing
aggressive tariff plans, with free voice calls and low-cost data. It is expected to usher in
exponential growth in data. Leading operators have launched 4G services in select circles, which
would further boost data growth.
The Indian telecoms sector has traditionally been voice driven. Commoditizing voice calls and
offering tiered data tariffs would shift the business model from a voice to a data centric one.
India is already one of the largest smartphone markets in the world in terms of volume.
According to Ovum, India’s smartphone penetration stood at 24% of total connections in 2015.

The average handset price for smartphones has been declining, with an entry-level 4G
smartphone available for INR2,999. Prices are expected to further reduce helping drive data
usage.
The average data consumption per user is increasing, with increased adoption of smartphones
and availability of content. For example, 3G data consumption per user has grown to 753
MB/month in 2015 as compared to 338 MB/month in 2011. The overall network traffic growth
is expected to mirror the increases in average data consumed on a handset as more people start
using advanced data services. The overall data traffic grew by 50% y-o-y in 2015, driven by an
85% surge in 3G data traffic, according to the Nokia Mobile Broadband Index.
Mobile banking transactions are on the rise due to increased smartphone adoption. Between
FY13 and FY16, mobile banking transaction volume and transaction value have increased at a
CAGR of 90% and 306%, respectively. This reflects that wireless smart devices are becoming a
preferred medium for banking transactions.
In addition, the digital payments ecosystem is growing by leaps and bounds in India. This is
largely possible as India is transitioning to a digital economy. Digital wallets witnessed
exponential growth in the back of the recent demonetization drive by the Government of India.
The proportion of mobile wallet transaction volume to total payment transactions has increased
from 0.4% in FY13 to 4% in FY16, and is expected to grow significantly in future. Further, with
the launch of Payments Bank by a leading operator in 2016, financial inclusion for the unbanked
would get a major boost.
1.2 Indian Telecom Industry in 2017
By the beginning of this year, Reliance Jio had signed up 72 million subscribers. The telecom
pie in India is so large that subscriber base growth for rival telecoms hasn’t been hit too hard yet
by that rapid growth. Besides, how many of the subscribers stick around once the free service
period is over remains to be seen. But the financial strain is another matter entirely. The big
three—Airtel, Vodafone and Idea Cellular—have deep-enough war chests to absorb the pain for
now. Smaller companies are not as fortunate. Consolidation or exits are inevitable; witness
Reliance Communications’ merger with Aircel.
What does this mean? For the consumer and the digital ecosystem, nothing bad—quite the
reverse, at least in the short run. Telcos have little choice now but to upgrade the quality of their

networks, still a weak point. And cheaper data means growth potential for the online content
industry. It must contend with international streaming services like Netflix and Amazon Prime
that have recently entered the Indian market, but home-field advantage—regional language
programming and the possibility of lower price points—means it need not necessarily be an
unequal battle.
It also means that a change in the growth direction of the smartphone industry is in the offing.
Currently, less than 10% of the Indian subscriber base has 4G-enabled handsets. Demand will
inevitably spike here as data prices plummet and penetration grows. That represents a
manufacturing opportunity that dovetails neatly with the Make In India initiative. But that comes
with its own set of challenges. Domestic manufacturers like Micromax must contend with
Chinese companies that have already had a chance to hone their 4G game in the Chinese market.
Given the recent surge by the latter and their rapidly growing market share, that will not be easy.
As for telcos, past price wars and high-spectrum auction prices—last year’s auction netted bids
worth Rs65,800 crore—mean they are highly leveraged. The added pain of competing with Jio
on tariffs, increased capital expenditure from upgrading their networks, and the attorney general
signing off on Trai’s penalty of Rs3,050 crore on Bharti Airtel, Vodafone and Idea Cellular over
the interconnection issue with Jio could have unpredictable results. Jio’s own dubious math
doesn’t help. Its goal of achieving average revenue per user of Rs300 within 12 months—nearly
twice the industry standard—and breaking even or turning profitable by the end of the same
period is more in the realm of a pipe dream than reality.
The Indian telecommunications sector might be at an inflection point as significant as the first
mobile phone revolution, centred this time around data—but with that, it must also contend with
instability.

1.3 Major Players in Telecom Industry of India
1.3.1 Vodafone Essar
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16
telecom circles in India . Despite the official name being Vodafone Essar, its products are
simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage
throughout India and is especially strong in the major metros. Vodafone Essar provides2G
services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data
services in 16 of the country's 23license areas.
1.3.2 Idea Cellular
IDEA Cellular’s footprint currently covers approximately 60% of India's telecom population
A frontrunner in introducing revolutionary tariff plans; IDEA Cellular has the distinction
of offering the most customer friendly and competitive Pre Paid offerings, for the first time in
India in an increasingly segmented market Customer Service and Innovation are the drivers of
this Cellular Brand. A brand known for their many firsts, Idea is only operator to launch GPRS
and EDGE in the country. Idea has received international recognition for its path-breaking
innovations when it won the GSM Association Award for "Best Billing and Customer Care
Solution" for 2Consecutive years. IDEA Cellular is part of the Aditya Birla Group, a
US$24billion corporation with a market cap of US$31.5billion and in the league of Fortune500.
1.3.3 Reliance Communication
Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom and
Flag Telecom, is part of Reliance Communications Ventures (RCoVL). According to National
Stock Exchange data, Anil Ambani controls 66.75per cent of the company, which accounts
for more than 1.36 billion shares of the company. Reliance Infocomm is an Indian
telecommunications company. It is the flagship company of the Reliance-Anil DhirubhaiAmbani
Group, comprising of power (Reliance Energy), financial services (Reliance Capital)and
telecom initiatives of the Reliance ADA Group. Reliance Infocomm is currently managed
byAnil DhirubhaiAmbani. It uses CDMA 2000 1x technology.

1.3.3 Tata Teleservices Limited (TTSL)
Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian
Conglomerate. It runs the brand name Tata Indicom in India in various telecom circles of India.
The company forms part of the Tata Group's presence in the Telecommunication Industry in
India.TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile
services in India. The company, which heralded convergence technologies in the Indian telecom
sector, is today the market leader in the fixed wireless telephony market with a total customer
base of over 3.8 Million.
1.3.3 Bharat Sanchar Nigam Limited (BSNL)
Bharat Sanchar Nigam Limited provides telecommunications services in India. Its services
include wire line and cellular services, as well as other value added services, such as voice mail
service, short message service (SMS), group messaging, national and international roaming, call
forwarding, corporate virtual private network, call conferencing, friend and family talk, call
waiting, and call holding services. The company also provides3G; wireless in local loop
(WLL)mobile telephone; Internet; Web-hosting; Web co-location; SMS and bulk SMS; and
broadband services. In addition, it offers managed network services; multi protocol label
switching based virtual private network (VPN) services; integrated services digital network
(ISDN) services; data communication services; intelligent network services consisting of toll
free phone service, universal access number, voice VPN, televoting, and virtual calling cards;
and video, audio, and Web conferencing services.

1.4 Bharti Airtel Limited
Bharti Airtel Limited is a leading global telecommunications company with operations in 20
countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks
amongst the top 4 mobile service providers globally in terms of subscribers. In India, the
company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed
line services, high speed DSL broadband, IPTV, DTH, enterprise services including national &
international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G
wireless services and mobile commerce. Bharti Airtel had over 307 million customers across its
operations at the end of November 2014.
Airtel is a name that connects India with millions of people all over the world with millions of
people in India. Today, this telecom giant is amongst the most trusted telecommunication
brands in the world. The company’s modest journey from a regional operator limited to the city
of Delhi to second largest mobile operator in the Asia Pacific region is nothing short of
inspiring.
1.4.1 Services
1.4.1.1 Mobile Service
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti Enterprises,
India's leading integrated telecom service provider. Going mobile with Airtel Prepaid is a new
way of life. With a host of great features, also simple to use, Airtel Prepaid makes everything
that you dreamt and believed, possible.
4G
On 19 May 2010, the broadband wireless access (BWA) or 4G spectrum auction in India ended.
... On 10 April 2012, Airtel launched 4G services through dongles and modems using TD-LTE
technology in Kolkata, becoming the first company in India to offer 4G services.
3G
Airtel 3G services are available in 200 cities through its network and in 500 cities through intra-
circle roaming arrangements with other operators. Airtel had about 5.4 million 3G customers of
which 4 million are 3G data customers as of September 2016

WiFi
Airtel has plans to launch WiFi services in India. It intends to start offering WiFi services in
Delhi NCR, Mumbai and Bangalore in initial phase. All plans will be on secure wireless
broadband internet with unlimited usage and will besession or time based. Users can use the
service by finding a hotspot, selecting airtelWiFi Zone', activating the voucher and then login to
start browsing.Airtel intends to partner with establishments to set up hotspots which will be
termed WiFi Hangout for an establishment owner and WiFi Partner for the cafe and restaurant
owners. Airtel WiFi Partners can offer services at zero investments and can earn commission on
every WiFi session sold.
Airtel Money
Airtel has started a new m-Commerce platform called Airtel Money in collaboration with
Infosys and SmartTrust (now Giesecke&Devrient). The platform was launched on 5 April 2012,
at Infosys' headquarters in Bangalore. Using Airtel Money, users can transfer money, pay bills
and perform other financial transactions directly on the mobile phone.
Smart Drive
Smart Drive is navigation app exclusive to Airtel customers. The app features voice-
based turnbyturnnavigation, real time information update on traffic, approximate time of the
travel on the basis of the traffic situation on the various routes and also lets uers see their
location on the map and plan the journey accordingly. It also suggests the subscriber an alternate
route in case of traffic congestion on the normal route.
Instant Balance and Validity Enquiry
Your account balance is updated on the screen of your handset at the end of each chargeable
call. You can also call 123 from your mobile phone and listen to the voice announcement or
simply dial *123#, press 'OK' or 'YES' button and your account balance will be displayed on the
screen of your handset.
Recharge your Airtel Prepaid
Recharging is Easy. The calling value on your card keeps reducing as you make calls or use any
other chargeable service. Choose the Airtel Prepaid Recharge Coupon that’s right for you, from

a variety of tailor– made recharge coupons with different denominations, which are available at
a number of outlets across your city. Simply follow the procedure mentioned below, to recharge
your phone.
Prepaid Roaming
Airtel Prepaid comes pre activated with 'National Roaming', so you stay connected no matter
wherever you are. You can also send or receive MMS, check your email and access other GPRS
services while roaming in India as you would in your own city. While traveling abroad you can
receive calls & send or receive SMS.
Airtel Live
Make your mobile the most happening entertainment destination with Airtel Live! Airtel brings
you the latest in entertainment and information services, right on your phone!
Buy Music - Airtel Music Shops
Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with talk
time. Simply walk into your nearest Airtel Shop and walk out with your favorite song. Choose
from Bollywood Hits to Indipop Remixes, Hard Rock to GujratiGarba, Bhajans to Jazz, Bhangra
Beats to foot tapping Tamil Hits from a list of more than 18000 songs.
Gift a Hello Tune
Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a Hello
Tune to that special someone. Just call 55055 and choose the song that you want to gift. Follow
the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift
the Hello Tune to. You will get an SMS notification upon successful receipt of that gift.
Reach us Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the
country, even while roaming. You can also send us an SMS to 121 or mail us at
121@airtelindia.com. *In case of email, mention your mobile no. like, 9810012345, in the
subject of the mail for a quicker response.

1.4.2 Company Profile
Bharti Airtel Limited, apart of Bharti Enterprises, is India's leading provider of
telecommunications services. The businesses at Bharti Airtel have been structured into three
individual strategic business units (SBU‘s)-mobile services, tele-media services(ATS) &
enterprise services. The mobile services group provides GSM mobile services across India in 23
telecom circles, while the B&T business group provides broadband & telephone services in
94cities.The Enterprise services group has two sub-units -carriers (long distance services) and
services to corporate. All theseservicesareprovidedundertheAirtelbrand.
1.4.2.1 Fact Sheet
Name Bharti Airtel Limited
Business Description Provide mobile service, telemedia service
(Fixed Line) & Enterprise Services (Carrier
& Corporate Services)
Established 07th
July 1995 as Public Limited Company
Proportionate Ratio Rs 184,202 Million
Rs 117,255 Million
As per GAAP Account
Share in Issue 1,897,148,464
Listing Bombay Stock Exchange (BSE)
The National Stock Exchange of India
Limited (NSE)
Customer Base 64,370,434 GSM Mobile & 2,319,509
telemedia Customer
Operational Network Provides GSM Mobile services in all 23
telecom Circle in india and was the first
private operator to have an all india.

1.4.2.2 Market Strategy Adopted by Airtel
Bharti has spent a considerable amount on advertising its mobile phone service, Airtel. Besides
print advertising, the company had put up large no of hoardings and kiosks in and around Delhi.
The objective behind designing a promotion campaign for the ‘Airtel’ services is to promote the
brand awareness and to build brand preferences.
It is trying to set up a thematic campaign to build a stronger brand equity for Airtel. Since the
cellular phone category itself is too restricted, also the fact that a Cellular phone is a high
involvement product, price doesn't qualify as an effective differentiator. The image of the
service provider counts a great deal. Given the Cell phone category, it is the network efficiency
and the quality of service that becomes important. What now the buyer is looking at is to get the
optimum price-performance package. This also serves as an effective differentiator
Brand awareness isspread through the' campaigns and brand preference through brand stature.
Airtel's campaign in the capital began with a series of'teaser' hoardings across the city,' bearing
just the company's name and without explaining what Airtel was. In the next phase the
campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection
brought up. Vans with Airtel logos roamed the city, handing out brochures about the company
and its services to all consumers. About 50,000 direct callers were sent out. When the name
was well entrenched in the Delhiites’s mind, the Airtel campaign began to focus on the utility of
Cell phone. In the first four months alone Airtel's advertisement spend exceeded Rs. 4 crores.
As of today the awareness level is 60% unaided. This implies that if potential or knowledgeable
consumers are asked to name a Cellular phone service provider that is on the top of his/her mind
60% of them would name Airtel. As for aided it -is 100% (by giving clues and hints etc.).
Brand strength of a product or the health of a brand is measured by the percentage score of the
brand on the above aided and the unaided tests. The figures show that Airtel is a healthy and a
thriving brand.
Every company has a goal, which might comprise a sales target and a game plan with due regard
to its competitor. Airtel’s campaign strategy is designed keeping in mind its marketing strategy.
The tone, tenor and the stance of the visual ads are designed to convey the image of a market

leader in terms of its market share. It tries to portray the image of being a "first mover every
time" and that of a "market leader".
The status of the product in terms of its life cycle has just reached the maturity stage in India. It
is still on the rising part of the product life cycle curve in the maturity stage.
Airtel, keeping in mind the importance of the customer retention, values its heavy users the most
and constantly indulges in service innovation. But, since heavy users comprise only 15 - 20% of
the population the other segment cannot be neglected.
The population which has just realized the importance of cellular phones has to be roped in. It is
for this reason that the service provider offers a plethora of incentives and discounts. Concerts
like the "Freedom concert" are being organized by Airtel in order to promote sales. The media
channel is chosen with economy in mind. The target segment is not very concrete but, there is
an attempt to focus on those who can afford. The print advertisements and hoarding are placed
in those strategic areas which most likely to catch the attention of those who need a cellular
phone. The product promise (which might cost different 1 higher) is an important variable in
determining the target audience.
Besides this, other promotional strategies that Airtel has adopted are .
(i) People who have booked Airtel services have been treated to exclusive premiers of
blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus miles on
the German airlines frequent flier's programs.
(ii) There have been educational campaigns, image campaigns, pre launch advertisements,
launch advertisements, congratulatory advertisements, promotional advertise--ments, attacking
advertisements and tactical advertisements.
1.4.2.3 Marketing Orientation of Airtel
Since this is a high-involvement expensive product, the service provider has to fully take care of
the customers.
a) They take personal responsibility to "get" the answer for any problem faced by the
customer
b) They anticipate customers' problems and take pro-active steps to prevent them

c) They give answers to the questions & requests, quickly & efficiently.
d) They have a positive tone & manner while interacting with customers.
e) They end the interaction on a positive or a humorous note-making the last 30 seconds
count.
Airtel realizes that attracting people 'Is easy but converting them into loyal customers is hard,
hence emphasis is on maintaining a 'Smiling and a Friendly Atmosphere' to please and retain the
customer.
1.4.2.4 Target Market Segment
Airtel has targeted the premium and upper middle class. The rationale behind it is that only those
segments should be targeted who value time and have the paying capacity. It is also planning to
target the business tourists during their stay in the capital about60% of the clientele are top
executives of corporate houses. About 15% are foreign organizations and the rest
are professionals and small businessmen. During the introduction stage there was intense
pressure to get consumers across to hook up with their brand, because getting them to switch
brand loyalty later would be hard So far Airtel marketers have been concentrating totally on the
business executive class but now that the basic viable volumes has beer) built up and prices have
declined to a certain extent they are planning to venture further afield.
1.4.2.5 Positioning
The product is sought to be positioned as a business efficiency tool. a lifestyle revolution and a
status symbol The emphasis is to remove misconception that the cell phone is an expensive
means of communication and drive home the point that the cell phone is actually a day-to-day
utility.
1.4.2.6 Distribution
Each franchises or distributor can have any number of dealers under him as long as the person
isapproved by the Airtel authority. Each franchise has to invest Rupees Ten Lakhs. To obtain a
franchise and should employ an officer recruited by Airtel. This person acts as a liaison between
the company and the franchises. The franchises can it any number of dealers as long as their
territories do not overlap. But. The dealer of Airtel are not allowed to provide any other
operators' service. unfortunately Airtel has not been very successful in controlling territorial
overlaps of dealers. The franchises can carry out his/her own promotional strategy. For this the.

company contributes 75% of the money and the franchises contributes 25% of the money. The
dealers under the franchisee receive the same commission. The franchises and the dealer obtain
the feedback from the customers and they are sent through the liaison officer on a day-to-day
basis to Airtel. The dealer has to invest Rupees. One Lakh as an initial investment
Target set for distributors and the dealers is 100 -150 activations per month. Hence the dealers
can also go for their own promotions like banners and discounts on festivals etc. The dealer
provides service promptly. The consumer on providing the bill of purchase for the handset and
proof of residence has only to wait an hour before getting connected. The staff of the dealers and
the franchisees are provided training by the Airtel personnel.
The complaints encountered by the franchisees and dealers are either handset being non-
functional or the SIM Card not getting activated. Anything more complicated is referred to the
main Airtel office in Delhi.
1.4.2.7 Price & Pricing Policy
AIRTEL has realized that the Indian market is price sensitive. Therefore it care of the has come
up with various innovative tariff schemes to take needs of different category of customers-
Generally, the cellular services are more expensive than the land line based telephone services.
1.4.2.8 Product Life Cycle
The pattern of cellophane subscriber growth observed elsewhere in the world reveals that the
growth in the market is initially slow followed by a sharp acceleration, but so far that has not
happened in India. As far as the Product Life Cycle is concerned. Indians are at the beginning
of the maturity stage.

1.4.2.9 Market Share of Airtel
As per the pie chart it is seen that Bharti Airtel has 23.39 % of Market among all other leading
operators. Also it seen that Idea is at 3rd
Position after Airtel & Vodafone. Another major player
in india , i.e BSNL has only 8.63 %.
Now lets see operator which term to be a revolutionary change in the telecom sectors Reliance
Jio its Market Share is very low as compare to the other leading operators in india it may be due
to it is new in the market .
It is quite accepted that the entry of the Reliance Jio has given a taf competition to Airtel in the
Market as it is well know that they had provided the data free for the 3 Month with very low
rates or cost. But as time passing the Telecom industry is recovering from the clashes that they
had face in 2017 which is also we termed as “Painful Days for Indian Telecom Industry”. It may
be predict that the Merger of Idea & Vodafone will again show the Painful impact on telecom
industry.

1.4.2.9 Sales Department & Strategy
A Major Accounts (Direct Channel)
 Handles corporate (named and famed) accounts
 Forecasting of sales
 Mapping the accounts
 Providing after sales support to the subscribers.
 Maintaining call reports for records.
 Providing Feedback to the marketing department regarding the requirement of the
market.
B IDC (indirect Channel)
 Handling distribution
 Maintaining records and level check of the channel partner
 Liasioning between the channel partner and the company.
 Target achievement
 Training the executives of the channel
C Distribution Support
Logistics
 Monitor handset and SIM card requirements of channel partners and co-ordinate with
stores
 Settle areas of concerns such as incentive claims of channel partners
Rental
 Provide cellular services (SIM cards) on rent.
 Provide cellular phones on rent
 Useful for people visiting Delhi for a short interval.
Telesales
 Call customers and generate sales lead.
 Follow up with the customers, if they need any assistance
 Pass on the sales lead to the channel department.

Audit
 Consultant to the AirTel showrooms.
 Monitor the operations at the AirTel distribution outlets Organize training.
Retail
 Locate shops to open retail counters.
 Monitor the retail counters.

CHAPTER 2
RESEARCH METHODOLOGY
2.1 Objectives of Study
1. To study the importance and development of telecommunication industry in today’s
scenario.
2. To understand the various Marketing Strategies which Airtel has adopted to survive in
highly competitive cell phone industry.
3. To make a comparative study of the major player in Laptop Market and Wi-Fi Device
Market.
2.2 Methodology
The methodology adopted for this project is exploratory in nature since there is no hypothesis
that has to be tested. The conclusions have been drawn by exploratory research work.
There have been two sources of information collected:
a) Primary Sources
I have met retailers of the Airtel of the company and have been able to get first hand information
regarding the product, its features and the buying patterns of the product. Their input has been
valuable.
b) Secondary Sources
Secondary source has played a vital role to play in this report. A good amount of data has been
collected from various published articles and reports found in magazines and journals. Another
vital source has been the Internet and particularly the companies own website.

2.3 Limitations
What so ever data had been collected is collected from mainly from Nagpur City. Every attempt
will be taken to obtain the error free and meaningful result but as nothing in this world is 100%
perfect I believe that there will still the chance for error on account of following limitations-
(1) Respondent’s unavailability.
(2) Time pressure and fatigue on the part of respondents and interviewer.
.

CHAPTER 3
DATA INTERPITATION
SECTION A
1. Do you believe that India is potentially one of the most exciting mobile service providers
in the world?
1. Strongly Agree
2. Agree
3. Neutral
4. Strongly Disagree
5. Disagree
Company Strongly
Agree
Agree Neutral Strongly
Disagree
Disagree
Airtel 6 1 3 0 0
Vodafone 5 2 3 0 0
Idea 7 1 2 0 0
Reliance Jio 9 1 0 0 0
Result 27 5 8 0 0
As according to the above table 67.5 % out of the total interviewed people are Strongly agree in
all the above four specified Indian mobile service providers are of belief that India is potentially
one of the most exciting mobile service providers in the world, whereas some 12.5 % of them do
agree to this view and remaining 20 % people are Neutral.

So as per are serve we found that india is potentially one of the most exciting mobile service
provider and hence are result also justify it as because india is growing market in telecom
industry.
All Figures in the above graph are in Percentage
Our Serve also find that no one disagree with the fact that india is potentially one of the most
exciting mobile Service provider.
67.5
12.5
20
0 00
10
20
30
40
50
60
70
80
Strongly Agree Agree Neutral Strongly Disagree Disagree
6
5
7
9
2 2
1 1
3 3
2
0
0
1
2
3
4
5
6
7
8
9
10
Airtel Vodafone Idea Reliance Jio
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

2. Do you find that the government’s telecom policy has had the most radical impact on the
development of mobile service providers?
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
Company Strongly
Agree
Disagree
Disagree
Airtel 2 3 4 0 1
Vodafone 3 1 4 0 2
Idea 5 3 2 0 0
Results 13 13 11 0 3
all the above four specified Indian mobile service providers are of belief that the government’s
telecom policy has had most radical impact on the development of mobile service provider,
whereas some 32.5 % of them do agree to this view and remaining 27.5 % people are Neutral.
So as per our serve we found that government’s telecom policy has had most radical impact on
the development of mobile service provider.

Our Serve also find that 7.5 % Disagree with the fact that government’s telecom policy has had
most radical impact on the development of mobile service provider.
32.5 32.5
27.5
0
7.5
0
5
10
15
20
25
30
35
2
3
5
33
1
3
6
4 4
2
11
2
0 0
0
1
2
3
4
5
6
7
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

3. Do you believe that one of the challenges facing mobile operators in India is the diversity
of the coverage regions?
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
Company Strongly
Agree
Disagree
Disagree
Airtel 1 4 5 0 0
Vodafone 3 3 5 0 0
Idea 0 6 4 0 0
Result 8 18 15 0 0
As according to the above table 20 % out of the total interviewed people are Strongly agree in
all the above four specified Indian mobile service providers are of belief that one of the
challenges facing mobile operator in India is the diversity of the coverage region, whereas 45 %
of them do agree to this view and remaining 37.5 % people are Neutral.
So as per our serve we found that one of the challenges facing mobile operator in india is the
diversity of the coverage region

Our Serve also find that no one Disagree with the fact that india is potentially one of the most
exciting mobile Service provider.
20
45
37.5
0 00
5
10
15
20
25
30
35
40
45
50
1
3
0
44
3
6
55 5
4
1
0
1
2
3
4
5
6
7
Strongly Agree
Agree
Neutral
Strongly Disagree
Disagree

4. To what extent, does you find that mobile service providers is a very complex standard?
1. To great Extent
2. To Some Extent
3. Neutral
4. To No Extent
5. Can’t Say
Company To great
Extent
To Some
Extent
Neutral To No
Extent
Can’t Say
Airtel 3 1 6 0 1
Vodafone 4 2 4 0 0
Idea 4 1 3 0 2
Result 17 6 14 0 4
all the above four specified Indian mobile service providers are of belief that mobile service
provider is a very complex standard, whereas some 15 % of them do agree to this view and
remaining 35 % people are Neutral.
So as per our survey we found that mobile service provider is a very complex Standard.

Our Serve also find that 10 % from the interviewed not given their clear view regarding at what
extent the provider had complex standard.
42.5
15
35
0
10
0
5
10
15
20
25
30
35
40
45
3
4 4
6
1
2
1
2
6
4
3
11
0
2
1
0
1
2
3
4
5
6
7
To great Extent
To Some Extent
Neutral
To No Extent
Can't Say

SECTION B
5. Which laptop brand you mainly suggest to the customers to buy ?
1. Lenovo
2. Dell
3. Hp
4. Acer
5. Asus
6. Compaq
Area Lenovo Dell Hp Acer Asus Compaq
Dhantoli 2 3 5 0 0 0
Sadar 1 4 5 0 0 0
Bardi 4 3 2 0 0 1
Nandanwan 3 2 4 1 0 0
Result 10 12 16 1 0 1
As per our survey in the some areas of Nagpur we found that the laptop brand of hp is highly
suggested by the dealer to the customer following Dell is secure second in the Survey and
Lenovo also been suggested by the dealers to the customer.

As per our survey we also found that Asus is almost wash out from the market also we have
found that Acer & Compaq market too not at all performing well.
25
30
40
2.5
0
2.5
0
5
10
15
20
25
30
35
40
45
Lenovo Dell Hp Acer Asus Compaq
2
1
4
33
4
3
2
5 5
2
4
0 0 0 0
0
1
2
3
4
5
6
Dhantoli Sadar Bardi Nandanwan
Lenovo
Dell
Hp
Acer
Asus
Compaq

6. Among the below laptop brand which brand is highly enquired by the Customer.
1. Lenovo
2. Dell
3. Hp
4. Acer
5. Asus
6. Compaq
Area Lenovo Dell Hp Acer Asus Compaq
Dhantoli 1 3 4 1 0 0
Sadar 1 6 4 0 0 0
Bardi 3 3 4 0 0 0
Nandanwan 5 2 2 1 1 1
Result 10 14 14 2 1 1
As per our survey in the some areas of Nagpur we found that Dell and hp has created a brand
image in the mind of Customer which is clearly seen from the table. Also Lenovo are in the
mind of the Customer after Dell and hp.
This survey clearly justify that the hp & Dell is currently a leading brand in the Laptops.

Our survey also found and justify the result that Acer, Asus & Compaq is not had the strong
image in the mind of Customer.
25
35 35
5
2.5 2.5
0
5
10
15
20
25
30
35
40
Lenovo Dell Hp Acer Asus Compaq
1 1
3
5
3
6
3
2
4 4 4
2
1
0 0
1
0 0 0
1
0 0 0
1
0
1
2
3
4
5
6
7
Lenovo
Dell
Hp
Acer
Asus
Compaq

7. Hp & Dell currently leading in Laptops market due to their
1. Cost
2. Service
3. Configurations
4. Brand Awareness
Area Cost Service Configurations Brand
Awareness
Dhantoli 0 6 0 4
Sadar 0 5 1 4
Bardi 1 7 0 3
Nandanwan 0 5 1 4
Result 1 23 2 15
As per our survey we found that hp & Dell is leading in the market due to their services,
customer mainly prefer the hp & dell because they are satisfied with the post services which
they timely upgraded and provides to the customer.
It is also found that people are well aware about these name it means that both the company had
also had great brand image in the mind of the customers.

Our survey also found that Cost wise & Configuration wise both the company are near about
same. Cost-wise there is no marginal difference are also Configuration wise both the brand are
totally equal.
2.5
57.5
5
37.5
0
10
20
30
40
50
60
70
Cost Service Configuration Brand Awareness
0 0
1
0
6
5
7
5
0
1
0
1
4 4
3
4
0
1
2
3
4
5
6
7
8
Cost
Service
Configuration
Brand
Awareness

8. Introduction of GST affects the laptop Market
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
Area Strongly
Agree
Disagree
Disagree
Dhantoli 6 3 1 0 0
Sadar 6 4 0 0 0
Bardi 4 3 3 0 0
Nandanwan 7 2 1 0 0
Result 23 12 5 0 0
As per our survey we found that the introduction of GST affects the laptop market, our survey
also confirmed that due to introduction of GST the laptop get Costlier as before the tax which is
charged is 14 % to 15 %, but after the introduction of GST the rate jump directly to 18 %.
Hence our survey justified that after introduction of GST the laptop rates are raised.

Our survey also find that no one disagree with the fact that GST affects the laptop market. But
our survey also verifies that GST not highly affects the Laptop Market it affects to some extent
only.
57.5
30
12.5
0 00
10
20
30
40
50
60
70
6 6
4
7
3
4
3
2
1
0
3
1
0 0 0 00 0 0 0
0
1
2
3
4
5
6
7
8
Strongly
Agree
Agree
Neutral
Strongly
Disagree
Disagree

SECTION C
9. After the introduction of JioFi Device in the market, demand of other brand Wi-Fi
Devices reduces
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
Area Strongly
Agree
Disagree
Disagree
Dhantoli 3 1 5 0 1
Sadar 2 4 2 1 1
Bardi 3 3 3 0 1
Nandanwan 2 3 3 1 1
Result 10 11 13 2 4
Our survey here find that the respondent totally not accepted or rejected the fact that due to
introduction of Jio, others brand Wi-Fi’s demand are reduces, their view in this question is found
is Neutral, we get mix response about this question.
Hence, our survey found that introduction of Jio in the Wi-Fi devices sector, it not at all affected
the demand of other brands Wi-Fi Market.

Our Survey also find that some percentage of respondent totally rejected the fact that
introduction of Jio- Fi reduces the demand of other Brands Wi-Fi devices.
25
27.5
32.5
5
10
0
5
10
15
20
25
30
35
3
2
3
2
1
4
3 3
5
2
3 3
0
1
0
11 1 1 1
0
1
2
3
4
5
6
Strongly
Agree
Agree
Neutral
Strongly
Disagree
Disagree

10. Airtel Wi-Fi Device providing same Speed & Service as Jio is providing to the
Customers
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
Our Survey found that respondent views are not clear about it, they are again here not accepted
or rejected the fact that Airtel is Better than the Reliance new Launch Jio.
Hence, as per survey we justified the fact that still buyers or Customer believing in that brand
which is in the Market from many years.
Area Strongly
Agree
Disagree
Disagree
Dhantoli 0 0 4 1 5
Sadar 0 0 6 2 2
Bardi 0 2 5 2 1
Nandanwan 0 0 3 4 3
Result 0 2 18 9 11

In this survey we cannot denied that many respondent totally disagree with the fact that Airtel
providing the same speed & Service as Jio providing to the customer.
0 0 0 00 0
2
0
4
6
5
3
1
2 2
4
5
2
1
3
0
1
2
3
4
5
6
7
Strongly
Agree
Agree
Neutral
Strongly
Disagree
Disagree
0
5
45
22.5
27.5
0
5
10
15
20
25
30
35
40
45
50

11. It is difficult for the Brand like Airtel to survive in the highly competitive & growing
market of Wi-Fi devices
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
Our survey here found that respondent totally rejected the fact that it is difficult for the Brand
like airtel to survive in the market of Wi-Fi devices.
From this survey we can say that airtel is doing well in the market even if the market are highly
growing and becomes competitive in the sector of Wi-Fi devices.
Area Strongly
Agree
Disagree
Disagree
Dhantoli 0 0 3 5 2
Sadar 0 0 4 5 1
Bardi 1 1 2 4 2
Nandanwan 0 0 3 6 1
Result 1 1 12 20 6

Our survey also found that some of the respondent neither accept nor rejected the fact that it is
difficult for the Brand like Airtel to survive in the growing & Competitive market of Wi-Fi
devices.
2.5 2.5
30
50
15
0
10
20
30
40
50
60
0 0
1
00 0
1
0
3
4
2
3
5 5
4
6
2
1
2
3
0
1
2
3
4
5
6
7
Strongly
Agree
Agree
Neutral
Strongly
Disagree
Disagree

12. Airtel Wi-Fi devices are easily available to any authorized retailers of Electronic
devices
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
Our survey here found that Airtel Wi-Fi devices are only available at Airtel Store (Airtel
Express), it is difficult to find the airtel device at any normal authorized dealer of Wi-Fi devices.
We also found that many retailer ready to make available a Airtel devices on demand of
Customer but customer have to pay more price apart from original price of the Airtel Wi-Fi
devices.
Area Strongly
Agree
Disagree
Disagree
Dhantoli 0 0 2 6 2
Sadar 0 0 2 7 1
Bardi 0 0 3 4 3
Nandanwan 0 0 2 7 1
Result 0 0 9 24 7

Our Survey also found that neither a Single respondent ready to accepted the fact that Airtel Wi-
Fi devices are easily available with normal authorized dealer of the City.
0 0
22.5
60
17.5
0
10
20
30
40
50
60
70
0 0 0 00 0 0 0
2 2
3
2
6
7
4
7
2
1
3
1
0
1
2
3
4
5
6
7
8
Strongly
Agree
Agree
Neutral
Strongly
Disagree
Disagree

CHAPTER 4
FINDINGS
1. Everyone Suggesting to buy Jio Wi-Fi devices.
2. No one focusing too much to sale other reputed brand Wi-Fi devices other than Jio.
3. Price wise Jio & Airtel is nearly equal.
4. Hp & Dell is highly in demand in laptops as Compare to other Reputed laptop Brands.
5. Lenovo is the third best Choice of the customer in Laptops.
6. Price wise there is not much difference in Hp & Dell.
7. Customers are well aware about the Plans & Validity of Jio.
8. No one well aware about Plans & Validity of Airtel.
9. Airtel fails to provide the claimed services to the Customer.
10. From last few year’s airtel fails to win the Customers.
11. We are not seen that airtel is not coming with any new ideas or innovation.
12. From last few years it is found that rate of unsatisfied customer is more than that of
Satisfied Customer.
13. Many times fails to provide proper solution to their retailers.
14. As compare to earlier days people are not happy with Services provided by the Bharti
Airtel.
15. Somewhere airtel lost the trustworthiness of their customers.
16. People finding difficulty to port out from the Airtel Network.
17. Many of the existing user of airtel facing the Indoor network problem.
18. Retailers not getting proper support from the Company.

CHAPTER 5
SWOT ANALYSIS
STRENGTHS
 Cost advantage
 Current leaders in quality service
 Largest distribution network
 Ability to constantly innovate
 Highly skilled workforce
 Entrepreneurial zeal
 Airtel’s increased equity and market cap.
WEAKNESSES
 To prove credibility
 Price pressures
 Need for Government support
 Awareness
 Sales and Marketing
OPPORTUNITIES
 To sustain passion and commitment
 Airtel’s market share increasing at other service provider expense. Thus opportunity to wipe
it out.
 Attain higher value services
 Collaborative business needs to be explored
 Vertical repeatable solutions.
 Low penetration level in rural markets.

THREATS
 Foreign investment
 Global trends moving from GPS to WLL.
 Lack of global parity in telecom tariff
 Other competition

CHAPTER 6
CONCLUTION
Airtel facing a steep competition in Nagpur Market. It is that Nagpur is the toughest market in
the (Vidharbha) Central East Part of the country. It is difficult to maximize the sale as maximum
consumers are local business men and they prefer more talk time in their usual tariff. Airtel has a
good reputation as a telecom brand in Nagpur. People prefer Airtel in Nagpur because of its
open network coverage all over the state including rural areas. Only high tariff cost matters in
sales maximization. Competitors selling strategy becoming biggest problem for sales
maximization. Retailer benefit schemes as they achieve the target can push more subscribers and
maximize sales. Retailer margin is not a problem for Airtel in Nagpur.

RECOMMENDATIONS
There are following suggestions for marketing strategies for Airtel-
1. Bharti Airtel needed to maximize its future flexibility and growth potential by adopting a
business- driven framework for integration, allowing it to implement and deliver new services
rapidly. With competition intensifying in the Indian telecom services market, Bharti Airtel
needed to find a way to focus on developing new services that could set it apart from the
competition and strengthen its customer relationships.
2. Improved cross-selling and targeting and a more seamless, efficient total customer
experience through end-to-end integration of customer-facing processes.
3. Optimization of business processes and infrastructure, through flexible, standardized
integration framework, is needed.

REFERENCES
[1] Aditya Bhatt, “ Marketing Strategies of Airtel at Bharti Airtel “, Institute of Management
Studies, 2012-14.
[2] Sameer Thakur, “ A Study on Consumer Perception toward Airtel “, GNA Institute of
Management & Technology, 2014-16.
[3] Narendra Kumar Koli, “ Study of Sales Promotion Activities & Consumer age on Network at
Bharti Airtel “, 2011-13.
[4] Nitin Yadav, “ A Study on Consumer Satisfaction in Corporate Sector” , Dr. Ambedkar
Institute of Management Studies & Research, 2014-16.
[5] www.airtel.in
[6] www.slideshare.com
[7] www.scribd.com

BIBLOGRAPHY
1. Kulkarni M.V, Marketing Research (IV Edition), Everest Publication House, New
Delhi, 2003.
2. Robert G. Winch. Telecommunication Transmission Systems. McGrawHill New York,
1993.
3. C.R Kothari, ³ Research Methodology´ , Vishwa Publication , New Delhi , II Edition
4. William G. Zikmund , ³Business Research Methods , 2003 Edition

QUENTIONNARIES
1. Do you believe that India is potentially one of the most exciting mobile service providers
in the world?
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
--------------------------------------------------------------------------------------------------------------------
2. Do you find that the government’s telecom policy has had the most radical impact on the
development of mobile service providers?
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
--------------------------------------------------------------------------------------------------------------------

3. Do you believe that one of the challenges facing mobile operators in India is the diversity
of the coverage regions?
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
--------------------------------------------------------------------------------------------------------------------
4. To what extent, does you find that mobile service providers is a very complex standard?
1. To great Extent
2. To Some Extent
3. Neutral
4. To No Extent
5. Can’t Say
--------------------------------------------------------------------------------------------------------------------
5. Which laptop brand you mainly suggest to the customers to buy ?
1. Lenovo
2. Dell
3. Hp
4. Acer
5. Asus
6. Compaq
--------------------------------------------------------------------------------------------------------------------

6. Among the below laptop brand which brand is highly enquired by the Customer.
1. Lenovo
2. Dell
3. Hp
4. Acer
5. Asus
6. Compaq
--------------------------------------------------------------------------------------------------------------------
7. Hp & Dell currently leading in Laptops market due to their
1. Cost
2. Service
3. Configurations
4. Brand Awareness
--------------------------------------------------------------------------------------------------------------------
8. Introduction of GST affects the laptop Market
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
--------------------------------------------------------------------------------------------------------------------

9. After the introduction of JioFi Device in the market, demand of other brand Wi-Fi
Devices reduces
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
--------------------------------------------------------------------------------------------------------------------
10. Airtel Wi-Fi Device providing same Speed & Service as Jio is providing to the
Customers
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
--------------------------------------------------------------------------------------------------------------------
11. It is difficult for the Brand like Airtel to survive in the highly competitive & growing
market of Wi-Fi devices
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree

12. Airtel Wi-Fi devices are easily available to any authorized retailers of Electronic
devices
1. Strongly Agree
2. Agree
3. Neutral
5. Disagree
--------------------------------------------------------------------------------------------------------------------

SIP Report on Bharti Airtel Limited

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