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43406026 airtel

  1. 1. EXCEL SCHOOL OF BUSINESS CHHATA, MATHURA RESEARCH PROJECT REPORT On “CUSTOMER ACQUISITION & RETENTION OF AIRTEL CUSTOMER IN AGRA ” Submitted for the fulfillment towards the award of the degree In MASTER OF BUSINESS ADMINISTRATION Of U P Technical University, LucknowSubmitted By: Under the Guidance of:Atul GuptaM.B.A. IIIrd Sem Mr. Bhupendra SinghRoll Number: 0944370006 Department of ManagementSession: – 2010-11 -1-
  2. 2. TABLE OF CONTENTSPreface…………………………………………………………………..…………………iAcknowledgement…………………………………………………………………………iiStudent’s Declaration……………..………………………………………………………iiiCertificate …………………….……………………………………………………………iv1.0 Introduction to the Topic.………………………………………...……………….02-242.0 Introduction to the Organization/Industry……………………………………….25-303.0 Objectives of the Study……………………………………………………. …….31-324.0 Scope of the Study………………………………………………………… …….33-355.0 Literature Review………………………………………………………...... …….36-676.0 Research Methodology…………………………………………………………..68-70 6.1 Universe of the study…………………………….…………………………….69 6.2 Sample Size…………………………………………….………......................70 6.3 Sampling Method…………………………………………….…………………70 6.4 Tools for Data Collection………………………………………………….…...707.0 Data Analysis & Interpretation……………………………………………… …..71-768.0 Findings…………………………………………………………………….. ……77-789.0 Recommendations & Suggestions……………………………………………..79-8110.0 Conclusion…...……………………………………………………………... ….82-8410.1 Limitations of the Study……………………………………………..…………85-8610.2 Scope for further research………………………………………………. ……87-89Bibliography…………………………………………………………….………...........i-iiiAppendix [Questionnaire]……………………………………………………... ……iv-vii -2-
  3. 3. LIST OF TABLESS. TABLE PAGE REFRENCE DETAILSNo. No. No.1. (A) 62 Discount on Products and Services LIST OF CHARTSS. TABLE PAGE REFRENCE DETAILSNo. No. No.1. 1.0 07 The Wealth Management Process 2. 1.1 16 Supply Side Drivers 3. 1.2 17 Emerging Scenario 4. 1.3 20 From Plan to Action 5. 1.4 34 HNWI Financial Wealth by Region 6. 1.5 42 Divisions / Departments in Bank 7. 1.6 43 Wealth Management Pyramid 8. 1.7 56 Wealth Management Cycle 9. 1.8 58 Individual Investment System10. 2.0 71 Number Of People Availing Wealth Management Services11. 2.1 72 Income Level Of People Availing Wealth Management Services12. 2.2 72 Occupation Of People Availing Wealth Management Services13. 2.3 73 Mode of Investment14. 2.4 74 Proportion of Wealth Kept with Bank15. 2.5 74 Experience in Self Wealth Management16. 2.6 75 Bank For Wealth Management PREFACE -3-
  4. 4. In its broadest sense project report is necessary to make the students of business schoolfamiliar with the industrial environment prevailing in the world. To be competitive and workaggressive, students need to know the policies, procedures and the trends going on in thepresent industrial world.The purpose and objective of this project report is to find out the main objective of the studyis this project report has been painstakingly and thoroughly prepared to cover extensivelyvarious facets – both micro as well as macro – of the field of telecommunication marketing.Its coverage is broad and up to date and it is balanced in terms of concept and application.Since customers are the most important asset of any organization, there is increased emphasison the need for understanding people in a manner to satisfy them through quality of services.The language of the presentation is highly communicative so that it becomes interesting andcomprehensible. This project is intended for a wide audience. It will be useful to not only the studentsof management, marketing management and consumer behavior, but also to the people in anyother field and management practitioners who want to understand and enrich theirunderstanding of consumer trends & effectively manage their sales.. ACKNOWLEDGEMENTAt the onset I must bow down in reverence to the almighty that blessed us with theunderstanding & prevalence that is needed in this kind of project report. -4-
  5. 5. With great pleasure I express my heartiest thanks to Director – Excel School of Business,Chhata, Mathura), Dr. Raman Chawla (Head – M.B.A. Deptt.). I would like to extend mysincere thanks to Ms. Shriddha Sharma [Lecturer – Deptt. of Management Studies], withoutwhose unrelated support and guidance, this project would just not have been possible. I amvery thankful for his invaluable guidance, support, and affable & friendly nature. She guidedme at each and every stage of project.I am equally indebted to my friends who always inspired and motivated me to do somethingbetter throughout this project.At last I would like to extend my sincere thanks to all the respondents to whom I visited forgiving their support and valuable information, which helps me in completing my projectwork. Atul Gupta M.B.A. III Sem Roll No. 0944370006 STUDENT’S DECLARATIONI, Atul Gupta, hereby declare that this work entitled “Customer Acquisition and RetentionAirtel Customer in Agra” is the result of research under taken. The findings andconclusions expressed in this report are genuine, authentic and are for academic purpose. Anyresemblance to earlier research work is purely coincidental. -5-
  6. 6. Atul Gupta M.B.A. III Sem Roll No. 0944370006-6-
  7. 7. Introduction to the Topic INTRODUCTION TELECOM HISTORY SINCE 1842 TILL NOWWith the dramatic changes in interpersonal communication over the past decade, Internetmessaging has emerged as the primary medium for transferring information quickly,inexpensively, and reliably. However, the growing popularity of wireless telephones hasadded another dimension to the communications equation—mobility. As more Indians rely -7-
  8. 8. on cellular communication, this market is expected to see explosive growth over the forecastperiod. Let’s have a review of telecommunication History:-TELECOM HISTORY1842: Wireless by conduction1843: Early electromagnetic research, wireless by induction1865: Induction and Dr. LoomisEarly radio discoveries1879: D.E. Hughes and the first radio-telephone reception1880: The photo phone and the first voice radio-telephone call1880 to 1900: Radio development begins in earnest1910: The first car-telephone1924: The first car-mounted radio-telephone1937: Early conventional radio-telephone developmentThe modern era begins1946: The first commercial American radio-telephone service1947: Cellular systems first discussed1948: The first automatic radio telephone service1969: The first cellular radio system1973: The Father of the cell phone1978: First generation analog cellular systems begin -8-
  9. 9. 1980: Growth of Japanese cellular development1981: NMT -- the first multinational cellular system1982: The rise of GSM1990: North America goes digital: IS-54Prehistory (Birth to Bell Labs, 1924) While puzzling over the mysteries of radio, many inventors worked concurrently onpower generation, telegraphs, lighting, and later, telephone. The thorough understanding ofelectricity required to produce a reliable, practical radio system took a long time andhappened in different phases.In 1820, Danish physicist Christian Ousted discovered electromagnetism, the science thatcould help generate electrical power and, if fully understood and applied, usher in the era oftelecommunication.Michael Faraday - 1791 to 1867 In 1821 Michael Faraday reversed Oberstar’s experiment and in so doing discoveredinduction. This helped him build the worlds first electricity generator. He worked ondifferent electrical problems in the next ten years, eventually publishing his results oninduction in 1831.Joseph Henry - 1797 to 1878 -9-
  10. 10. In 1830 the great American scientist Professor Joseph Henry transmitted the firstpractical electrical signal; showing that electromagnetism could do more than just createcurrent or pick up heavy weights -- it could communicate. In a stunning demonstration in hisAlbany Academy classroom, Henry created the forerunner of the telegraph. While Henry didnot pursue electrical signalling, he did help someone who did. And that man was SamuelFinley Breese Morse.Samuel Morse - 1791 to 1872 In 1837 Samuel Morse invented the first practical telegraph, applied for its patent in1838 and was finally granted it in 1848. Joseph Henry helped Morse build a telegraph relayor repeater that allowed long distance operation. The telegraph brought the country closer andeventually the world. Morse also experimented with wireless, not by passing signals thoughthe atmosphere but through the earth and water. Without a cable.Wireless by conduction On October 18, 1842, Morse laid wires between Governors Island and CastleGarden, New York, a distance of about a mile. Part of that circuit was under water. Butbefore he could complete this demonstration a passing ship pulled up his cable, ending itseemed, his experiment. Undaunted, Morse proceeded without the cable, passing histelegraph signals through the water itself. This is wireless by conduction. - 10 -
  11. 11. Over the next thirty years most inventors and developers concentrated on wire linetelegraphy, that is, conventional telegraphy carried over wires suspended on poles. Fewtinkered exclusively with wireless since a basic radio theory had not yet been worked out.Telegraphy, however, did produce a good understanding of wireless by induction since wiresran parallel to each other and often induced rogue currents into other lines.Early electromagnetic research In 1843 Faraday began intensive research into whether space could conductelectricity. In 1864 Maxwell released his paper "Dynamical Theory of the ElectromagneticField" which concluded that light, electricity and magnetism were all related and that allelectromagnetic phenomena travelled in waves.Induction and Dr. Loomis In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the first person tocommunicate through wireless via the atmosphere. Between 1866 and 1873 he transmittedtelegraphic messages at a distance of 18 miles. At one location he even flew a metal-framedkite on a metal wire, perhaps taking inspiration from Benjamin Franklin. At another locationa similar kite picked up these signals and noted them with a galvanometer. - 11 -
  12. 12. Early radio discoveries Maxwells 1864 conclusions were distributed around the world and created asensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn, Germany, couldproduce and detect radio waves consistently and reliably. On November 22, 1875, while working on acoustical telegraphy, a science close totelephony, Thomas Alva Edison noticed unusual looking electro-magnetic sparks.D.E. Hughes and the first radio-telephone reception From 1879 to 1886, London-born David Hughes discovered radio waves but was toldincorrectly that he had discovered no such thing. Discouraged, he pursued radio no further. Hughes noticed a clicking noise in his home built telephone each time he workedusing his induction balance, a device now often used as a metal detector. He transmittedsignals from one room to another in his house in London. But since the greatest range therewas about 60 feet, Hughes took to the streets with his telephone, intently listening for theclicking produced by his clockwork transmitter, gradually diminishing until it no longercould be heard.Alexander Graham Bell was the man who invented the telephone and made the first call on awired telephone to Thomas Watson. Bell was also first with radio.1888 onwards: Radio development begins in earnest In 1888 the German, Heinrich Hertz, conclusively proved Maxwells prediction thatelectricity could travel in waves through the atmosphere. Unlike Hughes, the extensive andsystematic experiments into radio waves that Hertz conducted were recognised and validatedby inventors around the world.Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring abell remotely and to explode some gunpowder". - 12 -
  13. 13. Marconi established the first successful radio system. In 1901, his radio-telegraphsystem sent signals across the Atlantic Ocean. Ships were the first wireless mobile platforms.In 1901 Marconi placed a radio aboard a Thorny croft steam-powered truck, thus producingthe first land-based wireless mobile transmitting data, not voice. In December 24, 1906, Reginald Fessenden accomplished the first radio band wavecommunication of human speech over a distance of 11 miles, from Brant Rock,Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to telegraphcodes, no longer just a wireless telegraph, but a means of verbal communication.The first car-telephone From 1910 onwards, Lars Magnus Ericsson, the man who founded Ericsson in1876, and his wife Hilda, regularly worked the first car telephone. Access was not by radio,instead there were two long sticks, like fishing rods, handled by Hilda. She would hook themover a pair of telephone wires, seeking a pair that was free. When they were found, LarsMagnus would crank the dynamo handle of the telephone, which produced a signal to anoperator in the nearest exchange. - 13 -
  14. 14. Around the same time, the triode tube was developed, allowing far greater signalstrength to be developed both for wire line and wireless telephony. No longer passive like acrystal set, a triode was powered by an external source, which provided much better receptionand volume. Later, with Armstrongs regenerative circuit, tubes were developed that could eithertransmit or receive signals, were stable and powerful enough to carry the human voice andsensitive enough to detect those signals in the radio spectrum. In 1919, three firms came together to develop a wireless company that one day wouldhave a reach across the globe. Heavy equipment maker ASEA, boiler and gas equipmentmaker AGA and telephone manufacturer LM Ericsson, formed SRA Radio, the forerunner ofEricssons radio division.The first car-mounted radio-telephone Bell Laboratories claims to have invented the first version of a mobile in 1924. It wasa two-way, voice-based radio-telephone and the adjoining photograph from their sitecertainly seems to confirm it. - 14 -
  15. 15. History of cellular mobile telephony: 1982 to 20011980 - First cellular phones began to appear1982 - Nordic Mobile Telephony (NMT) standard1983 - American Mobile Phone System (AMPS) standard1986 - Nordic Mobile Telephony (NMT) 900 MHz1991 - Commercial launch of the GSM service1993 - Coverage of main roads GSM services start outside Europe1994 - Japanese Digital Cellular (JDC)1996 - USA Personal Communications Systems (PCS)1982 - The beginning During the early 1980s, analog cellular telephone systems experienced rapid growthin Europe, particularly in Scandinavia and the United Kingdom, but also in France andGermany. Each country developed its own system, which was incompatible with those ofothers, in equipment and operation. This was an undesirable situation, because not only wasthe mobile equipment limited to operation within national boundaries, but also limited to themarket for each type of equipment. This scenario in a unified Europe was undesirable. The Europeans realized this early on, and in 1982, the Conference of European Postsand Telegraphs (CEPT) form a study group called the Group Special Mobile (GSM) to studyand develop a pan-European public land mobile system. The proposed system had to meetcertain criteria, which included:1. Good subjective speech quality.2. Low terminal and service cost. - 15 -
  16. 16. 3. Support for international roaming.4. Ability to support handheld terminals.5. Support for a range of new services and facilities.6. Spectral efficiency7. ISDN compatibility. Nordic Telecom and Netherlands PTT proposed to the CEPT the development of anew digital cellular standard that would cope with the ever-burgeoning demands on Europeanmobile networks. The European Commission (EC) issued a directive which required memberstates to reserve frequencies in the 900 MHz band for GSM to allow for roaming.1986 Main GSM radio transmission techniques were chosen.1987 September - 13 operators and administrators from 12 areas in the CEPT GSM advisorygroup signed the charter GSM (Group Special Mobile) MoU "Club" agreement, with a launchdate of 1 July 1991.The original French name Group Special Mobile was changed to Global System for Mobilecommunications; but the original GSM acronym remains.GSM SPECIFICATIONS WERE DRAFTED.1989 – 1998 In 1989, GSM responsibility was transferred to the European TelecommunicationStandards Institute (ETSI), and phase I of the GSM specifications was published in 1990.Commercial services started in mid 1991, and by 1993 there were 36 GSM networks in 22countries, with 25 additional countries like South Africa, Australia and many Middle and Far - 16 -
  17. 17. East countries opting for GSM. By the beginning of 1994, there were 1.3 million subscribersworldwide. The developers of GSM chose an unproven (at that time) digital system, as opposed tothe then standard analog cellular systems like AMPS in the United States and TACS in theUnited Kingdom. They had faith in the advancements in compression algorithms and digitalsignal processors to allow the fulfilment of the original criteria and the continualimprovement of the system in terms of quality and cost. The European Telecommunications Standards Institute (ETSI) defined GSM as theinternationally accepted digital cellular telephony standard.1990Phase 1 GSM 900 specifications were frozenDCS adaptation started.Validation systems implemented.First GSM World congress at Rome had 650 participants.1991First GSM specification was demonstrated.DCS specifications were frozen.GSM World Congress at Nice had 690 participants.1992January - The first GSM network operator was Oy Radiolinja Ab in Finland. - 17 -
  18. 18. December 1992 - 13 networks were on air in 7 areas.GSM World Congress at Berlin had 630 participants.1993GSM was demonstrated for the first time in Africa at Telkom 93 in Cape Town.Roaming agreements between several operators were established.By December 1993, 32 networks were on air in 18 areas.GSM World Congress at Lisbon progressed with 760 participants.Telkom 93 was held in Cape Town. First GSM systems were shown.1994First GSM networks in Africa were launched in South Africa.Phase 2 data /fax bearer services were launched.Vodacom became the first GSM network in the world to implement data/fax.GSM World Congress at Athens drew 780 participants.December 1994 -- 69 networks were on air in 43 areas.1995GSM MOU was formally registered as an association registered in Switzerland with 156members from 86 areas.GSM World Congress at Madrid attracted 1400 participants.December 1995 - 117 networks were on air in 69 areas.Fax, Data and SMS roaming started.GSM phase 2 standardisation was completed, including adaptation for PCS 1900.First PCS 1900 network was shown live on air in the USA. - 18 -
  19. 19. Telecom 95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.Namibia goes on-line.Ericsson 337 wins GSM ‘phone of the year’.US FCC auctioned off PCS licenses.1996December 1996 - 120 networks were on air in 84 areas.GSM World Congress was held in Cannes.GSM MOU Plenary was held in Atlanta GA, USA.8K SIM was launched.Pre-paid GSM SIM cards were launched.Bundled billing was introduced in South Africa.Libya goes on-line.Option International launches the worlds first GSM/Fixed-line modem.2001Feb -- GSM Conference held in Cannes.By May 2001 there were 500m GSM 900/1800/1900 users worldwide.16 billion SMS messages were sent in April 2001.By April, 500 million people are GSM users. - 19 -
  20. 20. - 20 -
  21. 21. Introduction to the Organization/Industry- 21 -
  22. 22. COMPANY PROFILE Airtel comes to you from Bharti Cellular Limited - a part of the biggest privateintegrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internetand recently introduced National Long Distance. Bharti also manufactures and exportstelephone terminals and cordless phones. Apart from being the largest manufacturer oftelephone 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 15 states covering all fourmetros and more than 7 million satisfied customers.VISION:To make mobile communications a way of life and be the customers first choice.MISSION:We will meet the mobile communication needs of our customers through:•Error-free service delivery•Innovative products and services• Cost efficiency• Unified Messaging SolutionsCORE VALUE:We will delight our customer with our simplicity, speed & innovation.We will honours our commitment.We will follow the highest standard of professional integrity & behaviour.We will respect individual, build winning teams and lead by example.We will create a fun filled and friendly workplace. - 22 -
  23. 23. AIRTEL MOBILE COMMUNICATIONS LIMITED Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promotinginvestments in telecommunications services. Its subsidiaries operate telecom services acrossIndia. Bharti Tele-Ventures is Indias leading private sector provider of telecommunicationsservices based on a strong customer base consisting of 7.42 million total customers, whichconstitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2004.Bharti Tele-Ventures vision for its mobile business is “To make mobile communications away of life and be the customers first choice”.The mission is to meet the mobile communication needs of the customer through 1) error freeservice 2) Innovative products and services and 3) cost efficiency. The Company’s strategicobjective is to consolidate its leadership position amongst the mobile service providers inIndia.The Indian mobile market, according to the COAI, has increased from approximately 1.2million subscribers as of March 31, 1999 to approximately 29.21 million subscribers as ofJune 30, 2004.Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8% as ofJune 30, 2004, is significantly lower than the average mobile penetration rate in other Asianand international markets.The number of mobile subscribers in India is expected to show rapid growth over the nextfour years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.Bharti Tele-Ventures believes that the demand for mobile services in India will continue togrow rapidly as a result of the following factors: - 23 -
  24. 24. ⇏ Lower tariffs and handset prices over time;⇏ Growth in pre-paid customer category;⇏ Greater economic growth and continued development of Indias economy;⇏ Higher quality mobile networks and services; and⇏ Greater variety and usage of value added services.Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in allthe twenty-two telecom circles in India. It proposes to consolidate all its subsidiariesproviding mobile services under Bharti Cellular Limited.As of June 30, 2004, approximately 92% of Indias total mobile subscriber market resided inthe Companys sixteen mobile circles, which collectively covered only 56% of Indias landmass. AIRTEL DISTRIBUTION SYSTEMDISTRIBUTION SYSTEMA proper distribution system is very important for every company because now a daysthe customer wants full service without any pain. Airtel has a deep penetration in themarket of prepaid cards, coupons, easy recharge and postpaid cards. I also seen in themarket the happy faces of customers and retailers of Airtel because of the easyavailability of Airtel cards and coupons.BENEFITS OF GOOD DISTRIBUTION SYSTEM 1. Easy availability 2. Satisfied customers 3. Competitive advantage 4. Better market reputation 5. Saves time - 24 -
  25. 25. DISTRIBUTION SYSTEM OF AIRTEL1. Organisation (C&FAs)2. Distributor3. Retailer4. Customer - 25 -
  26. 26. O r g a n i s a t i o n C & F A D i s t r i b u t o r S e v e r a l F O F O S F O S F O SD i f f e r eD n i ft f e r e n i f t f e r e n t DR e t a i l R r e s t a i l R re s t a i l e r s e e D i s t r i b u t o r - 26 -
  27. 27. ORGANIZATION STRUCTUREOrganisation of AIRTEL provides services through FSO (Full Service Outlets) andDSA (Direct Sales Agent) “MANAGEMENT HIERARCHY AT AIRTEL” " M A N A G E M E N C H I E F S A L E S A V I C E P V R I C E ES I C P D HR E I E N E S T F I D G E E M A R K E S T A I N L EG S S P T LR A A N T NE C I R C L E S A L E S & D I S T R I PC RT E O PP AE IRD A M H T A E I OR A KN D E H C H A N N PE RL E O PMP AE A IR R D A K M T E M I A T O A NI N R A G K - 27 -
  28. 28. THREE TYPES OF SALES:1. Primary Sales - Organisation to Distribution of Prepaid, Post paid Cards, Coupons, easy recharge etc.2. Secondary Sales - Distributor to Retailers3. Tertiary Sales - Retailer to Customer.PROCEDURE OF ACTIVATION OF PREPAID CONNECTION:Dealer (Confirms on 570)FOS (Saw that the form is completed and has Accessory papersDistributor (Activates the card)PROCEDURE OF ACTIVATION OF POSTPAID CONNECTION:Dealer (Collects of Cash and facilitates in Competition)FOS (Collects the Form)Distributor (Activates the card) - 28 -
  29. 29. MOBILE FOOTPRINTThe map below depicts the location of, and provides certain information for, Bharti Tele- Ventures existing mobile circles in India: - 29 -
  30. 30. SOURCE:(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001. Thepopulation for Uttar Pradesh (West) circle is approximately 37% of the total population forthe state of Uttar Pradesh.(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released byCOAI. Mobile market size comprises the total number of mobile subscribers of all the serviceproviders in a circle.(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of statecapitals (metros) Mumbai and Chennai respectively.(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included inAgra & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does notinclude Noida & Agra as they are included in Agra NCR.The significant growth in the Companys mobile business has been through a combination oforganic growth and acquisitions of additional licenses and has been summarized below. Theinformation given below is for the total market and is not representative of our market shareor network coverage.1) Comprises the circles of Maharashtra and Goa.2) Comprises the circles of Agra, Himachal Pradesh, Karnataka and Andhra Pradesh.3) Comprises the circles of Agra, Himachal Pradesh, Karnataka, Andhra Pradesh and Chennai.4) Comprises the sixteen operational circles of Bharti Tele-Ventures.5) Based on data released by the COAI on the total number of persons subscribing to mobile services in our licensed areas. - 30 -
  31. 31. BUSINESS & MARKETING STRATEGIESSome Marketing And Business Tools Adopted By AIRTEL As To Promote Its Activities: Seminars: seminars are conducted at different places by the expert time by time to make people aware. Publicity: publicity is done through various media. Stalls at famous places: they conduct their stall after a particular period of time on the famous and public place to attract them towards themselves. DSA (Direct Sales Agency) Print media Hoarding Banners Advertisement Leaflets - 31 -
  32. 32. • Follow ups • By KNOP Mobile StrategyCapture maximum telecommunications revenue potential with minimumgeographicalcoverage to maximise its revenues and margins. Build high quality mobilenetworks by deploying state-of-the-art technology to offer superior services.Use the experience it has gained from operating its existing mobile networks to develop andoperate other mobile networks in India and to share the expertise across all of its existing andnew Circles.Attract and retain high revenue generating customers by providing competitive tariffs,offering high quality customer support, proactive retention programs and roaming packagesacross all of its mobile circles.Provide affordable tariff plans to suit each segment of the market with a view to expand thereach, thereby increasing the mobile customer base rapidly.Key highlights of Jan-04 are as follows: - 32 -
  33. 33. Industry additions were up from the last months 12.71 Lacks to 13.69 Lacks this month. Inpercentage terms, this translates to a increase of 8 % in net adds over last month.The number of subscribers moved up from 21.99 Mn at the end of Dec-03 to 23.36 Mn at theend of Jan-04, a growth of 6.22 %.All India monthly growth in subscriber numbers was 6.13 %. The growth elsewhere was :· Metros – 5.28 %· A circles – 6.22 %· B circles – 7.75 %· C circles – 3.43 %· All Circles Total – 6.67 %· Airtel – 6.39 %B Circle category has shown the highest growth in subscriber base on an individual basisthis month.At Airtel, we have always sought to enhance value for you as a customer by providing youthe most relevant and easy to use services through innovation and by harnessing the latestdevelopments in technology. In line with this strategy, we have constantly introducedinnovative products and services to suit your unique needs and wants.Our services range from CLI to Music Messaging to Lost Call Alerts – all to serve youbetter.Move your mouse over any service from the following menu to get a brief description onwhat it is all about.SMSASTROLOGYRINGTONES - 33 -
  34. 34. VOICE-MAILDAIL-A-RINGTONELOGOSCALLER TUNESMUSIC MESSAGINGFLASH MESSAGESBLINKING MESSAGESJOKESLOVE JOKESYAHOO! MESSAGINGYAHOO! MAILNEWS UPDATESSPORTSCALLER IDENTIFICATION“TRENDS IN MOBILE COMMUNICATIONS”The growth and penetration of sophisticated digital communication systems, infrastructures,and services, has been increasing constantly over the last decade. Examples of these servicesare the Internet, electronic mail, multimedia, pagers, PDAs, and mobile telephony. Frommarginal penetration 15 years ago, these systems and services are becoming a commodity inboth professional and consumer markets worldwide. The developments in these fields are stillgoing strong. In particular, rapid advances - both in technology and services - can currentlybe observed in wireless and mobile systems that support the communication of differentmedia, such as data, speech, audio, video and control. - 34 -
  35. 35. Current wireless network and mobile phone services roll-out is centered around four availabletechnologies, namely WAP, UMTS, Bluetooth, and mobile positioning systems. The wirelessapplication protocol (WAP), initially carried by second generation GSM and in the future bythird generation UMTS wireless networks, will turn the mobile phone into a networkedsmart-phone capable of low to medium data rate Internet functionalities. Bluetooth will allowfor short-range data communication between consumer appliances in a domesticenvironment. Positioning systems will become integral part of mobile phones such thatservices can be made dependent on the location of the user in the network.When projecting the progress in mobile networks and services into the future, threedevelopments are of importance. In the first place, we can observe that more and moremobile phone-like devices start to include accessories such as a small keyboard, a display,and a speech interface. Such communication and information-oriented systems are emergingas hybrids between the mobile phone and the wireless laptop personal computer. With higherbit rates supporting more advanced services, the integration of the personal computer andpersonal communication devices will be pushed even further.In the second place, we observe that computing resources are becoming ubiquitously - that iseverywhere and at all time - available. We will soon live in an environment that supports usby providing ubiquitous Computing for a wide variety of tasks and services. Daily lifeconsumables, durable products and services already contain an ever-increasing number ofsensors, actuators, processing units, and (embedded) software. The personal computer hasentered daily life as a necessary commodity, and the development of sophisticatedcommunication systems in todays society relies heavily on the availability of computationresources. - 35 -
  36. 36. Finally, we observe that communication and computing is becoming increasingly personal.The device (and therefore the user) is always on-line, the user is identifiable, the device canbe personalized, and the system knows about the user’s position.“CELLULAR MOBILE PRICING STRUCTURE ANDTRENDS”Successful growth and diffusion of mobile communication services is focusing greaterattention on how mobile relates to fixed networks. Accordingly, it is necessary for regulatoryauthorities to review current frameworks in those instances where regulation might impedethe offering of certain pricing structures, such as calling party pays. This issue is critical inputting fixed and mobile networks on an equal footing, so the potential for competitionbetween networks can be exploited. Testing the demand for new pricing structures can be leftto the market. Successful growth and diffusion of mobile communication services is focusinggreater attention on how mobile communication relates to the Internet and electroniccommerce. This report reviews and benchmarks the pricing of emerging services such asshort message services. These services are the harbingers of ? Third generation ? Information - 36 -
  37. 37. services over mobile networks, and policy makers need to review current regulatoryframeworks to enhance pricing innovation and competition in the provision of these services. - 37 -
  38. 38. INDIVIDUAL CUSTOMIZATIONAn important trend in our society is agility or mass individualization. Consumer behaviour ismuch more volatile, much less predictable and increasingly concerned with instantgratification. The expectation is that in due course this trend towards individualization willbecome a more important factor in the emerging markets too, particularly in the urban areas.As well as setting quality standards for products, this attitude also demands delivery at theright time and in the right place. At any moment, wherever the consumer may be, it has to bepossible to satisfy his or her requirements; it is a question of the consumer as a "movingtarget" and how we can increase our chances of "scoring a hit".In modern thinking about categories of consumers, every consumer has something of thisinstant consumer in his or her make-up, alongside other possible descriptions, such as"rational", "social" and "responsible". Whats more, this can vary according to the productcategory. One moment, moreover, this instant consumer will be demanding products on thebasis of flavour, convenience or cheapness, and in the next breath will be voicing concernsabout the environment, animal welfare or his or her own health. The likelihood is that in thelong term health, the environment and animal welfare will be significant factors in theconcept of quality, as safety already is.Changes in consumption patterns are an important factor in this development. While the retailtrade is evolving from supermarket to household service provider in response to massindividualization, consumers are increasingly also obtaining their food through other outlets:company canteens, take-away meals, snack bars, old peoples homes etc. "Young couples" inEurope are rapidly moving towards the situation that already exists in the United States,where 50% of the food consumed is prepared outside the home. This places differentdemands on products in terms of keeping qualities (shelf life), convenience and presentation. - 38 -
  39. 39. Consumer-driven technology developmentThese trends in the market and among consumers generate a demand for a more differentiatedand more rapidly changing product range and also call for a different approach to technologydevelopment (dedicated production systems). In the future there will have to be productdevelopment that takes the dynamic of the market and the divergent wishes of the consumersas its starting point and uses the technologies of the future: biotechnology, separationstechnology, sensor technology and modern information technology (IT). To achieve this,product development will have to be tackled in a more structured way, and knowledgederiving from different areas of research will have to be integrated more effectively. Thedevelopment of sensor technology in the agro sector, for instance, requires the integration ofmaterials technology, biotechnology and process technology. New scientific developmentsalso provide interfaces through which the sector may respond to wishes relating to health:both the information about genetic aspects and the new insights into bioactive components -substances that, in low concentrations, affect human health - offer interesting prospects ofmade-to-measure food!In the future, "made-to-measure food" will also mean "food produced in a way that the publicfinds socially acceptable". Such aspects as the environment, animal welfare etc. will play amajor role. This will have to be specifically taken into account in the development oftechnology. - 39 -
  40. 40. From chains to flexible networksAs well as imposing requirements in terms of technology development, trends such as massindividualization call for a responsive answer to a sharply fluctuating market demand. Thisplaces considerable demands on the organization of agricultural production chains. The fullvertical integration of links in a chain can mean a loss of flexibility. It would appear to bemore efficient to opt for a continuation of the development of the chain concept; leading toresponsive networks that combine the advantage of co-ordination with the flexibility of moreloosely linked organizations. These independent organizations work closely together in theflow of goods along the chain in order to achieve the desired "customer value" at the lowestpossible cost. - 40 -
  41. 41. ‘COMPANY’S PLANS’PREPAID PLANS Are you wary of committing yourself to a date for making your bill payments?Is it too much of a bother for you to remember dates for bill payments? Do you oftenend up paying late fees against your monthly utility services bills? Do you end upspending too much if you have the option to pay the bill later? Think over for if one of these represents you, we have a solution for you. Startthinking prepaid is our advise! So what exactly is this prepaid! It is simply a way of going cellular by payingfor the talk time in advance. For e.g. if you feel that you need Rs. 300 worth of talktimefor a month, you can buy a recharge coupon which gives you that much talktime onyour cell phone. Once that money gets exhausted you can buy another recharge couponfor the same or different denomination depending on your future need. Prepaid allows you to be in control of your cellular expenses even while you arespending. You will be surprised that today In India, Prepaid connections account foralmost 60 to 70 percent of the total new entrants into cellular telephony. That’s becausealmost every one of us wants to be in control of our cellular expense. - 41 -
  42. 42. Advantages of prepaid:Some of the many advantages that you enjoy with Airtel Pre-Paid... • Total Cost Control Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as much as you feel the need to! Now thats what we call complete freedom! No Rentals Buy an Airtel prepaid card without having to pay any rentals! No deposits Your Airtel prepaid card comes without you having to pay heafty deposits! STD/ISD facility till the last rupee Now experience complete freedom like never before with Airtel! Our STD/ISD facility allows you to make long distance calls in India and Overseas from your cellular phone! Instant Balance Inquiry Check your talk-time instantly by calling our toll-free number! 60 second pulse Airtel provides you with a 60-second pulse rate! Freedom for you to experience like never before! Instant Recharge Avail of instant recharge on your Airtel prepaid card with just a few simplesteps! - 42 -
  43. 43. • 24-hour recharge facility With our round-the-clock recharge facility, recharge you Airtel prepaid card anytime, anywhere! Caller Line Identification Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you dont need to retype his number, simply use your phone book. Call Divert, Call Hold and Call Wait Avail of special services like call waiting, call hold and call divert – all with your Airtel prepaid card! Short Messaging Service (SMS) With Airtel’s Short Messaging Service (SMS), send messages and jokes to your friends and colleagues, anytime anywhere! SMS based Information Services With Airtels SMS based information services; you can get up to-the-minute cricket scores, order flowers as well as send couriers or check your daily horoscope! Voice Mail service - 43 -
  44. 44. Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. You can listen to your messages whenever you feel like, from anywhere in the world. Voice Mail can store up to 75 messages, with each message of two-minute duration.POST-PAID PLAN Airtel welcomes you to a vibrant world of unlimited opportunities. Moreexciting, innovative yet simple new ways to communicate, just when you want to, notjust through words but ideas, emotions and feelings. To give you the unlimitedfreedom to reach out to your special people in your special way. - 44 -
  45. 45. Post paid Plan:New Airtel 150 - 45 -
  46. 46. ONE TIME CHARGES (Rs.)Activation Charges 250Membership Fee 250 (converts into security after 24 months)Security Deposit NAMONTHLY CHARGES (FIXED) (Rs.)Bill Plan Charge 150MONTHLY CHARGES (OPTIONAL) (Rs.)CLIP 50 Airtel Other GSM / Landline / CDMA (10 WLL Digit)LOCAL RATES (Rs. / Min) .60 .60 .60STD RATES (Rs. / Min) 1 1 1ISD (Rs. / Min)USA, Canada, Europe (Fixed 6.4Line), Australia, Singapore,Hong Kong, Thailand,Malaysia, Indonesia, NewZealand.Gulf, Europe (Mobile), 9.2SAARC countries, Africa &Rest of the worldCuba, Sao Tome & Principe, 40Guinea Bissau, Diego Garcia,Nauru, Solomon Islands,Vanuatu, Cook Islands,Tuvalu, Tokelau, NorfolkIsland, SakhalinSMS (Rs.)Local 1CDMA 1National 1.5International 5VAS 3.00 - 46 -
  47. 47. New India Home 299 - 47 -
  48. 48. ONE TIME CHARGES (Rs.)Activation Charges 250Membership Fee 250 ,converts into security deposit after 24 monthsSecurity Deposit 0MONTHLY CHARGES (FIXED) (Rs.)Bill Plan Charge Rs.299MONTHLY CHARGES (OPTIONAL) (Rs.)CLIP 0 Airtel Other GSM / Landline / CDMA (10 WLL Digit)LOCAL RATES (Rs. / Min) 1Per 2 1 1 MinuteSTD RATES (Rs. / Min) 1Per 1 1Per 1 Minute 1Per 1 Minute MinuteISD (Rs. / Min)USA, Canada, Europe (Fixed 6.4Line), Australia, Singapore,Hong Kong, Thailand,Malaysia, Indonesia, NewZealand.Gulf, Europe (Mobile), 9.2SAARC countries, Africa &Rest of the worldCuba, Sao Tome & Principe, 40RsGuinea Bissau, Diego Garcia,Nauru, Solomon Islands,Vanuatu, Cook Islands,Tuvalu, Tokelau, NorfolkIsland, SakhalinSMS (Rs.)Local 1CDMA 1National 1International 5VAS 3 - 48 -
  49. 49. Airtel 175 Plan - 49 -
  50. 50. Airtel Out of Home CircleONE TIME CHARGES (Rs.)Activation Charges Rs.250Membership Fee Rs.250(converts to security deposit post 24 months)Security Deposit NAMONTHLY CHARGES (FIXED) (Rs.)Bill Plan Charge 175MONTHLY CHARGES (OPTIONAL) (Rs.)CLIP 0 Airtel Other GSM / Landline / CDMA (10 WLL Digit)LOCAL RATES (Rs. / Min) 0.75 0.75 0.75STD RATES (Rs. / Min) 1.5 1.5 1.5ISD (Rs. / Min)USA, Canada, Europe (Fixed 6.4Line), Australia, Singapore,Hong Kong, Thailand,Malaysia, Indonesia, NewZealand.Gulf, Europe (Mobile), 9.2SAARC countries, Africa &Rest of the worldCuba, Sao Tome & Principe, 40Guinea Bissau, Diego Garcia,Nauru, Solomon Islands,Vanuatu, Cook Islands,Tuvalu, Tokelau, NorfolkIsland, SakhalinSMS (Rs.)Local 1CDMA 1National 1.5International 5VAS 3 - 50 -
  51. 51. We have established one of the most extensive roaming tie-ups - both national andinternational- with the best service providers in the respective regions to ensure thatyou get uninterrupted coverage throughout. We currently provide roaming coverage inmore than 1000 cities and major highways across India. We also provide internationalroaming in 56 countries across 101 networks.To get more information on our roaming coverage, click on the respective links:National RoamingOur national roaming coverage currently spans across more than a 1000 cities acrossIndia. To subscribe to National Roaming, you have to pay the following:Security Deposit- Rs 1500Monthly Rental- Rs 49National Roaming Tariffs: Distance(K Location Charges(Rs.) Service category m) Outgoing Within the roamed Circle M 2 M / PSTN / WLL Any 1.99 Outside the roamed Circle (STD) M2M 0 - 200 1.99 > 200 2.99 M 2 PSTN/WLL 0 - 200 2.99 - 51 -
  52. 52. 200 - 500 3.99 > 500 4.99 ISD Gulf 15.99 Rest of the World 15.99 Incoming Any source Any distance 1.99 SMS Mobile Originated 3 Mobile Terminated 0Customer Care Do you need any clarifications on your bills? Do you have any feedback orquery on our Products & services? You can call us, send us an E-mail or meet us inperson. We shall be glad to help you out in every possible way.Contact us by phoneIf you are on Airtel, just call us on 121 your Airtel Prepaid phone.If you are on Airtel postpaid, just call us on 121 from your Airtel Postpaid phoneThese toll free numbers however, cannot be dialled when you are roaming.Airtel launches “Music Messaging” serviceCustomers can dedicate songs along with their voice messages; - 52 -
  53. 53. Airtel, one of the leading cellular operators in Maharashtra, Goa, and Daman & Dueand today announced the launch of a new innovative service called “MusicMessaging”. The service will allow music lovers to listen to the various songs and thendedicate the same to any other Airtel mobile subscriber along with a personalized voicemessage. For using the service, the customer simply needs to dial 646 from his mobileand follow the voice prompts. This will lead him to the options Hindi and Englishsongs. There are 10 songs under each option and the customer can either go on to listento the song clippings of 90 seconds each or move on to the next or previous song.While listening to the song, the subscriber may choose to dedicate the song to someother Airtel Subscriber after recording a 10 second long personalized voice message.The music message will then be received by the person to whom it has been dedicatedas a Voice Message with the CLI of the sender. Once delivered, the message beginswith the sender’s voice message followed by a 30 second clip of the song that has beendedicated. The charge for the service is just Rs 7/minute for a 60 second pulse. Announcing the launch of the service, Mr. N.F.Aibara, COO, Airtel-Maharashtra said “The mobile phone today is no longer just a communication device.Rather it is a driver of self-identity and creative pursuits especially for the youthsegment which constitutes about 70 % of the new customers that we enroll everymonth. We have always sought to provide our customers with new and excitingservices that have been made possible through innovation and use of latest technology.The launch of this new service is another step in the same direction as it enables - 53 -
  54. 54. customers to add a musical edge to their messages-nothing can be more powerful than amessage in one’s own voice along with a song to suit the situation. I am sure thisservice will be liked by all our customers and more specially the youth” BHARTI CELLULAR FOOTPRINTBharti is to first achieve critical mass, then drill deep instead of spreading thin.Thereafter, it is ready for controlled expansion. In keeping with this, the company has been providing excellent service to itssubscribers in various states. It controls a portfolio of Indias most attractive andcontiguous telecom geographies, including the states of Maharashtra (excludingMumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Agra(inclusive of NCR). With a footprint dominating the map of India, Airtel Cellularaccesses over 45% of Indiastotal telephony potential. With the objective of critical mass achieved, Airtel Cellularturned to drilling deep. - 54 -
  55. 55. OBJECTIVE OF THE STYDY- 55 -
  56. 56. o To study the consumer trends in telecommunication sector.o To study consumer decision-making & preferences.o To study marketing strategies adopted by Airtel.o To study the level of customer satisfaction in Airtel.o To study the market potential.o To study customer purchase decision behaviour.o To understand the needs of different consumer segments.o Comparative study of different mobile companies.o To know why some retailers don’t sell new connections of Airtel. - 56 -
  57. 57. Scope of the Study- 57 -
  58. 58. 1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.The population for Uttar Pradesh (West) circle is approximately 37% of the totalpopulation for the state of Uttar Pradesh.(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data releasedby COAI. Mobile market size comprises the total number of mobile subscribers of allthe service providers in a circle.(3) Demographics of Maharashtra and Tamil Nadu do not include demographics ofstate capitals (metros) Mumbai and Chennai respectively.(4) Demographics of Haryana does not include Faridabad & Gurgaon as they areincluded in Agra & NCR. Similarly demographics of Uttar Pradesh (West) &Uttaranchal does not include Noida & Agra as they are included in Agra NCR.The significant growth in the Companys mobile business has been through acombination of organic growth and acquisitions of additional licenses and has beensummarized below. The information given below is for the total market and is notrepresentative of our market share or network coverage.1) Comprises the circles of Maharashtra and Goa.2) Comprises the circles of Agra, Himachal Pradesh, Karnataka and AndhraPradesh.3) Comprises the circles of Agra, Himachal Pradesh, Karnataka, Andhra Pradeshand Chennai. - 58 -
  59. 59. 4) Comprises the sixteen operational circles of Bharti Tele-Ventures.5) Based on data released by the COAI on the total number of persons subscribingto mobile services in our licensed areas. - 59 -
  60. 60. Literature Review- 60 -
  61. 61. Airtel comes to you from Bharti Cellular Limited - a part of the biggest privateintegrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic,Internet and recently introduced National Long Distance. Bharti also manufactures andexports telephone terminals and cordless phones. Apart from being the largestmanufacturer of telephone instruments in India, it is also the first company to export itsproducts to the USA. Bharti is the leading cellular service provider, with a footprint in15 states covering all four metros and more than 7 million satisfied customersBharti Tele-Ventures believes that the demand for mobile services in India willcontinue to grow rapidly as a result of the following factors:⇏ Lower tariffs and handset prices over time;⇏ Growth in pre-paid customer category;⇏ Greater economic growth and continued development of Indias economy;⇏ Higher quality mobile networks and services; and⇏ Greater variety and usage of value added services The project is based on the study of consumer trends, behaviour,preferences and level of satisfaction in Airtel communication Ltd. The study wasconducted in Agra with sample size of 50 and sample units were suppliers andConsumer of mobile connection - 61 -
  63. 63. Research problem: To study consumer trends, behaviour, preferences and level ofsatisfaction in Airtel communication Ltd. The study was conducted in Agra withsample size of 50 and sample units were suppliers andConsumer of mobile connectionResearch Objectives: o To study the consumer trends in telecommunication sector. o To study consumer decision-making & preferences. o To study marketing strategies adopted by Airtel. o To study the level of customer satisfaction in Airtel. o To study the market potential. o To study customer purchase decision behaviour. o To understand the needs of different consumer segments. o Comparative study of different mobile companies.Research DesignThe following methodology was adopted for the study purpose:Type of research:Descriptive and qualitative research design were used while conducting the project.Sampling Design was taken by the researcher as the Research design.The major purpose of the study is to describe the state of affairs as it exists at present. - 63 -
  64. 64. The study was based on the facts or information already available, & analysis of thisavailable information make a critical evaluation of the material.Research Method/Technique:In the project report the researcher used following techniques while conducting hisstudy: • Analysis of documents • Survey Method: A market survey was done on life insurance companies. • Interview (Personal): Both open and closed ended (unstructured) questions were asked while taking some information from the users of the cellular at AGRA. • Questionnaire (Structured): A structured designed comprehensive questionnaire was framed and pretested for data collection from the customer of mobileResearch Data Data is the key activity of marketing research. The design of the datacollecting method is backbone of research design. Data constitute the foundation of statistical analysis and interpretation.Hence the first step in statistical work is to obtain data.Data can be obtained from two important sources, namely: 1. Primary Data 2. Secondary DataPrimary Data: - 64 -
  65. 65. Primary data are gathered for the specific purpose or for a specificresearch project, consist of original information for the fulfilment of project objective.When the data are required for the particular study can be found neither in the internalrecord of the enterprises nor in published sources. In some cases it may becomenecessary to collect original data.Primary data can be collected in four ways:- 1. Observation 2. SurveySecondary Data: Secondary data are the data, which already exists somewhere. Secondarydata provide starting point for research and after that the advantage of low cost andready availability. Secondary data can be divided into two types: 1. Internal data 2. External data When researcher uses the data that has already been collected by otherdata are called secondary data. Secondary data can be obtained from journals i.e.internal sources report, government publication and books, professional bodies etc. Internal data are reports and memos generated within an organisation tofacilitate its operations and annual report. External data are those specially produce foroutside consumption.Sources from which the researcher has taken the secondary data areas under: - 65 -
  66. 66. 1. Direct observation 2. Airtel website 3. Books for marketing management 4. Surveys and customer data & report 5. Airtel’s customers care office 6. Airtel’s BrouchersSAMPLE DESIGNArea of Sample: • The areas covered up in this survey was AGRASelection of units under study Sampling Units from AGRA were suppliers and Consumer of mobile connectionSource list (Sampling Frame)SUPPLIERS: 10CUSTOMERS: 40Sample size: 50Sampling Procedure: Probability Sampling (Simple Random Sampling) - 66 -
  68. 68. (1) Do you have own mobile connection? A. Yes B. No. The data shows that the total sample size of 50 people taken forresearch out of which 86% of persons keep mobile with them. Sample size - 50 Having mobile Respondent Yes 43 No 7 - 68 -
  69. 69. (2) Which kind of phone you would like use? The data shows that the total sample size of 50 people taken forresearch out of which 50% of persons like to use land line phone and 30%person like to use mobile and rest 20% person like to use WLL. Sample size - 50 CONNECTION Respondent LANDLINE 25 MOBILE 15 WLL 10 - 69 -
  70. 70. (3) Which age group you belong to? (a) 15-20 (b) 20-25 (c) 25-35 (d) 35- above 35-above 25-35 20-25 15-20The analysis shows that 14% people from 15- 20 age group, 8% personsfrom 20-25 age group, 36% persons from 25-35 age group, and 42% ofpeople from 35-above age group keep mobile with them. Sample size - 50 Age Respondent 15-20 7 20-25 4 25-35 18 35-above 21 - 70 -
  71. 71. (4) What occupation do you have? (a) Business (b) Professional (c) Government Employee (d) StudentThe data shows that 50 persons are from, 23 persons are professionals, 16 persons arePrivate and 5 persons are found retirement 6 person are government employee toconsume mobiles. Sample size - 50 Occupation Respondent Professional 23 Private 16 Retirement 5 Government 6 - 71 -
  72. 72. (5) Which connection would you prefer? (a) MTNL (b) Airtel (c) Orange/ Hutch (d) BPL (e) RelianceWhen the preferences for mobile phone connections were asked, resultsdrawn that 40% of persons prefer to take BSNL because they believe inBSNL’s better coverage & cheaper rates after BSNL, 20% of people optReliance services because of its cheaper rate and flexible schemes, thenAirtel is only 25% but there is very high recommendation for its betterconnectivity. Airtel is rich in attractive schemes and plans for businesspersons and persons related to corporate world. Sample size: 50Phone Connections RespondentAirtel 20BPL 8MTNL 12OTHERS 10 - 72 -
  73. 73. (6) You would like to take prepaid connection or Post paid connection? a. Prepaid b. Post paidThe research study shows that almost people from the selected segment givepriority to Post Paid connection, because of the flexibility and attractive plansfor this market segment. Sample size: 50 Connection Respondent Pre paid 40 Post paid 10 - 73 -
  74. 74. Airtel Competitors Airtel Competitors Airtel Lapu Competitors market % market% market% Market% % Lapu %Careter’s meeting Pt. 40% 60% 45% 55% 41% 59%Final Touch 67% 33% 45% 55% 45% 55%Naaz photo comm. 36% 64% 42% 58% 43% 57%Tone & melodies 45% 55% 43% 57% 40% 60%Milan comm. 38% 63% 43% 57% 38% 63%Aalamcomm. 45% 55% 57% 43% 29% 71%Vijay electronics 38% 62% 38% 63% 38% 62%Aman comm. 42% 58% 40% 60% 38% 62%Rose comm. 43% 57% 29% 71% 29% 71%TOTAL 45% 55% 43% 57% 37% 63% - 74 -
  75. 75. Airtel market Competitors Airtel Competitors Airtel Competitors Outlet name % market% market% market% Lapu % Lapu %A 2 Z communication 43% 57% 40% 60% 33% 67% B.K.Marketing 64% 36% 50% 50% 40% 60% Santacruz mart 61% 39% 9% 91% 41% 59% Mobile villa 68% 32% 27% 73% 44% 56% Vakola Mall 80% 20% 40% 60% 44% 56% Matrix telecom 37% 63% 50% 50% 30% 70% Gupta Telecom 58% 42% 38% 62% 45% 55% Moon contacts 74% 26% 42% 58% 53% 47% Mobile city 44% 56% 33% 67% 45% 55% Konkan electronics 58% 42% 38% 62% 43% 57% TOTAL 61% 39% 24% 76% 43% 57% 4% 4 4% 6 4% 3 4% 0 Mob W ile orld Kh rsh Com . u id m BABA Electronics Gift Shop Vakola Collection 4% 3 4% 2 VijaySales Man t Disc jee Star com . m Malik com . m Hig w intern h ay ational 3% 8 4% 8 4% 3 3% 6 - 75 -
  76. 76. Airtel Competitors Airtel Competitors Airtel Competitors market % market% market% market% Lapu % Lapu %Gala & sons 75.00% 25% 53% 47% 60% 40%Bharat telecom 75.00% 25% 45% 55% 45% 55%Praveen & sons 70.97% 29% 56% 44% 56% 44%Zarina general store 64.52% 35% 57% 43% 48% 52%Ravi communication 72.73% 27% 55% 45% 48% 52%Sai communication 75.00% 25% 45% 55% 44% 56%Quality inn 62.50% 38% 52% 48% 56% 44%Nirmals shop 76.47% 24% 48% 52% 60% 40%Andheri Shop 66.67% 33% 50% 50% 43% 57% Total 72.27% 28% 49% 51% 54% 46% - 76 -
  77. 77. Airtel Competitors Airtel Competitors Airtel Competitors market % market% market% market% Lapu % Lapu % Nair Gallery 55% 45% 45% 55% 33% 67%Poonam Art Gallery 50% 50% 44% 56% 43% 57% Aman comm. 63% 38% 42% 58% 42% 58% Khar Internationals 44% 56% 33% 67% 31% 69% Saif business 26% 74% 47% 53% 40% 60% Unique telecomm. 43% 57% 36% 64% 67% 33% Antique 54% 46% 54% 46% 43% 57% Communications Harmain Entp.. 56% 44% 42% 58% 43% 57% Orpat watches 56% 44% 56% 44% 29% 71% Sindhi Mobiles 45% 55% 40% 60% 38% 62% TOTAL 50% 50% 43% 57% 40% 60% - 77 -
  78. 78. Airtel competitors Airtel competitors Airtel competitors market % market% market% market% Lapu % Lapu % Magic gallery 46% 54% 40% 60% 31% 69% Photo world 40% 60% 40% 60% 35% 65% Baba Telecom 42% 58% 63% 37% 36% 64% Gift Point 48% 52% 5% 95% 37% 63% Gift 4 U 36% 64% 45% 55% 29% 71% Arco electronics 43% 57% 35% 65% 36% 64% Marlboro telecom 38% 63% 38% 62% 36% 64% Star comm. 43% 57% 30% 70% 36% 64% Malik comm. 43% 57% 37% 63% 39% 61%Highway international 44% 56% 29% 71% 38% 62% TOTAL 43% 57% 38% 62% 35% 65% - 78 -
  79. 79. Juhu Amar Golden Bharat Kapil Plus Point Plaza New Star Kumail general enterprises tel. stores comm. comm. comm. comm. comm. storeAirtel prepaid connection 67% 58% 63% 71% 75% 73% 56% 50% 56%stockCompetitors stock 33% 42% 38% 29% 25% 27% 44% 50% 44%Airtel coupon value 42% 40% 33% 33% 42% 40% 60% 40% 50%Competitors coupon value 58% 60% 60% 67% 58% 60% 40% 60% 50%Airtel Lapu value 45% 40% 50% 56% 48% 47% 42% 40% 38%Competitors Lapu value 55% 60% 50% 44% 52% 53% 58% 60% 63% - 79 -
  80. 80. SALES OF DIFFERENT RETAILERS Transforming Doing (New Sim)S.No. Value 5701. Ginny Telecom 3000/a day 10 / a month2. Sodhi Selection 3000/a day 7 / a month3. Krishna Enterprises 3000/a day 2 / a day4. Balajee Medical Store 1000/a day Dont Sell Sim5. Pastry Palace 500/a day Dont Sell Sim6. Sutech Photostat 1000/a day Dont Sell Sim7. Mobile Gallery 2000/a day 12 / a month8. E-Zone 4000/a day 10 / a month9. Vikas Teleco 1000/a day 5 / a month10. Skyline Communication 1000/a day 5/ a month11. Kohli Associates 5000/a day 12 / a month12. Amit Cellnet Dont Sell Lapu Dont Sell Sim13. Sunrise Communication Dont Sell Lapu Dont Sell Sim14. Gurunanak Telecom 3000/a day 15 / a month15. Lambawatch Service 5000/a day 4 / a day16. Shri Balajee Communication 500 / a day 15 / a month17. Bharija Telecom 1000/a day 4/ a month18. Chabra Sons 1500 / a day 10 / a month19. Gupta Telecom 3000/a day 3/a day20. Goodluck Telecom 3000/a day 5/a day21. Arora Telecom 5000/a day 2/a day22. Baboo Music House 4000/a day 1/a day23. Rincle Electronics 5000/a day 2/a day24. Honest Telecom 3000/a day 1/a day25. Prince Communication 2000/a week 2/a day26. Jyoti Telecom 5000/a week 2/a day27. Hari Telecom 3000/a day 1/a day28. Bansal Communication 3000/a day 2/a day29. Verma Communication 5000/a week 1/a day30. Sunny Sound 2000/a day 1/a day - 80 -
  81. 81. 31. Diksha Network Dont Sell Lapu Dont Sell Sim32. Gogia Telecom 7000/a month 3/a month33. Urvashi 3000/a day 2 /a day34. Sharma Telecom 5000/a day 1/a day - 81 -
  82. 82. SOME OF THE OUTLETS THAT I HAVE COVERED Transforming Doing (New Sim)S.No. Value 5711. Yours Shop 8000 / a week 2 / a week2. Gaba Communication 6000 / a week 1 / a week3. Gosain Electronics 20,000 / a week 4 / a week4. Sant Bakers 10,000 / a week 2 / a week5. Unique Communication 3000 / a week 1 / a week6. Sukh Communication 3000 / a week 1 / a week7. Arora Communication 3000 / a day 2 / a week8. Balajee Communication 15000 / a week 10 / a week9. Dase Enterprises 7000 / a week 3 / a week10. Gift Corner 20000 / a week 5 / a week11. Deepak Communication 2000 / a week Dont Sell Sim12. Kalptaru Communication 3000 / a week 4 / a week13. JMD Communication 3000 / a day 3 / a week14. Hello Point 5000 / a week 2 / a week15. Grover Communication 5000 / a week 1 / a week16. Electronics Ways 20,000 / a week 15 / a week17. Com-Com 15,000 / a week 7 / a week18. Melhotra Telecom 35,000 / a week 7 / a week19. Grover Car Dont Sell Lapu Dont Sell Sim20. Puneet Communication 4000 / a week Dont Sell Sim21. Digital Age 3000 / a day 2 / a week22. Bhawna Communication 3000 / a week 1 / a week23. Anand Communication 3000 / a week 1 / a week24. Vicky Communication 2000 / a day 1 / a week25. B.S. Telecom 3000 / a day 2 / a week26. Raju Telecom 6000 / a week 3 / a week27. Noble Communication 9000 / a week 6 / a week28. Sun Communication 5000 / a week 1 / a week29. Tele Voice 3000 / a week 2 / a week30. Asian Electronics 5000 / a week 4 / a week - 82 -
  83. 83. 31. Fine Computers 5000 / a week 1 / a week32. Kundan Property Dont Sell Lapu Dont Sell Sim33. Air Communication 5000 / a week 2 / a week34. Melody 7000 / a week 2 / a week35. Style Communication 5000 / a week 2 / a month36. Apna Store Dont Sell Lapu Dont Sell Sim37. Jaishree harmilap 2000 / a week 2 / a month38. Monu Studio 5000 / a week 1 / a week39. Crazy Communication 2000 / a week 2 / a day40. Chawla Telecom 3000 / a week 1 / a month41. Bhola Telecom Dont Sell Lapu Dont Sell Sim42. Broadway Music 5000 / a month 1 / a month43. Cellular Hut Dont Sell Lapu 4 / a month44. Feeling Gift Point Dont Sell Lapu Dont Sell Sim45. Jai Ambe Fancy Store Dont Sell Lapu Dont Sell Sim46. Kiran STD Dont Sell Lapu Dont Sell Sim47. Kundan Properties Dont Sell Lapu Dont Sell Sim48. Ambika Telecom 2000 / a week 1 / Month49. Manpreet Communication Dont Sell Lapu Dont Sell Sim50. Naveen Corner Dont Sell Lapu Dont Sell Sim51. Neha Enterprises 2000 / a week 1 / a month52. Royal Amar Watch 2000 / a week 1 / a month - 83 -
  84. 84. FINDINGS- 84 -
  85. 85. Airtel FSOFSO - Full Service OutletBasically for providing customer services in terms of their queries to build good relation withcustomers to reach a point of customer satisfaction. Building good customer relation does notonly help in expanding sales but also helps in knowing the customer better and knowing thecustomer further leads to acknowledgement of tastes & preferences of the customer.One of the various ways to reach the customer is through franchisee. It helps the customer tobe in touch with a particular business. The franchisee should be at many places to build astrong relation with all segments of customer. It must also have many customer executives sothat there are enough people to attend all customers and time can be saved. It leads to instanthelp to the consumer to be happy and satisfied and the sole purpose of marketing "CustomerSatisfaction is achieved.OUTLOOK OF THE FRANCHISEE:The franchisee was having transparent glasses outside so that anybody can look in that itsopen from outside from inside the franchisee was beautifully furnished with furniture. Mostof the things there was of Red, black and white colour which are colours of Airtel. Thefranchisee was centrally air-conditioned and have all the necessary things which customerneeds like sufficient number of seats, drinking water etc.INTERACTING WITH THE CUSTOMERS - 85 -
  86. 86. All the customers were treated well, when they enters the franchisee the executives greetsthem. All the executives there listens the customer query very patiently and try there levelbest to solve it they send the customer to the floor manager.For eg.:For the new connection - The executives first listening to the customer patiently (his needsand preferences) than tell them postpaid and prepaid connection plans which most suited tothe customer and helps them to choose the best for them, on the basis of their budget, forwhat purpose they are buying, how often he will use it etc.SERVICES PROVIDED BY Franchisee:New Postpaid and prepaid connectionNew SIM issueDuplicate SIM issue.Coupons and Easy recharge (Value)Bill deposit (In cash and cheque)Solving Customer queriesMigration of prepaid connection to postpaid connection and vice versaName and Address change of postpaid connectionActivation of Roaming and STDBill detailsChanging of plansDisconnection of planMobile problemsQueries regarding broadband, GPRS - 86 -
  87. 87. Queries regarding Land line phoneOBSERVATION:The executives there were not fully aware of all plans. For eg. the executives was not awarethat Rs. 2,000 prepaid Connection in which the customers get two years incoming validitywas still going on, he come to know about it when the customer said that he got a messagefrom Airtel today about this plan.Customers of new connection were very unhappy that there connection will be activated aftera weak.Customers were not satisfied with the Airtel services.Customer care number doesnt connects easily, it takes a lot of time to connect some-times aday to speak with executive.Many fraud cases were coming.Most of the people are opting for postpaid connection instead of prepaid connection postpaidand prepaid connection plans which most suited to the customer and helps them to choose thebest for them, on the basis of their budget, for what purpose they are buying, how often hewill use it etc.Most of the people were opting for Rs. 1399 advance rental plan of 2 years.Many customers were demanding for corporate connection but the executives said thatindividual connection of corporate is not possible; they should be atleast five connections.People were very happy with add-on scheme of postpaid and also opting for it.The franchisee sells 7 to 9 postpaid and 3 to 5 prepaid connection daily.Many customers were coming for making adjustment in their bill plan or amount. - 87 -
  88. 88. Many customers were coming with the problem that the plan they are assigned was not optedby them.Radio-connectivity of their system was getting very slow again and again by which thecustomers were getting irritated.The customers who need prepaid connection were getting less preference in comparison tothe customers who need postpaid connection.The customers were very happy with Airtel scheme in which the customer can make thepayment through bank automatically every month by filling ECR form. - 88 -
  90. 90. There should be more customer care numbers and executives so that the problems of thecustomers can be solved quickly.They should have more space for payment.The executives there should be given training time to time about new schemes and plans.No phone calls should be attended while entertaining the customer.Every executives should know his responsibility and work. RECOMMENDATIONThe company should go ahead with aggressive marketing. They should light competition on 1. Awareness level. 2. Pricing strategy.Thus, the recommendations fir these are as follows:1. AWARENESS(a) The company should sponsor local programs.(b) The company should arrange briefing sessions at prominent clubs such as LIONS CLUB and ROTARY CLUBS etc.(c) The company should organize awareness quizzes through Newspapers, Magazines & announce suitable rewards accordingly.(d) The company should distribute, l eaflets of AIRTEL Cellular in posh colonies of AGRA.2. PRICING STRATEGY - 90 -
  91. 91. (a) The company should look the strategies of the competitive companies.(b) The company should try its level best to keep the price low as compare to competitors.(c) The schemes should be updated as per the needs and occasions SUGGESSTIONS (a) As the company have captured the western market they should retain the customers (b) Try to capture the nearest other markets nearby (c) Occasional offers (d) Proper billings to the post paid users (e) Proper response to the customers on the helpline no. Or toll free nos. (f) Roaming deposits should be reduced FURTHER SUGGESTIONS MATCH COMPETITORS SCHEMES. COMMUNICATE THE SCHEMES TO Fos. AND RETAILERS DAILY. - 91 -
  95. 95. LIMITATIONS OF THE STUDYWhile working on this project I have to face some difficulties while conducting the survey. Peoplewere not interested in giving there actual information about their family income and airtime, as theywere extremely scared about the income tax some people have difficult to take them in confidenceso that they can give correct information.Some of the limitations are: Not at home Refusal to co-operate Respondent bias - 95 -
  96. 96. Scope for further research- 96 -
  97. 97. SWOT ANALYSIS OF AIRTELStrengthsINVESTOR’s FAITH:Investor’s faith in Airtel that causes huge monetary support.STRONG ADMINISTRATION:Under the leadership of Bharti Cellular Ltd Airtel proved themselves as an well-organized &administrative company.BRAND NAME:Airtel as a brand is the synonym of success. It is the largest private limited organization ofIndia.WeaknessLack Of Co-Ordination Between Deptt.Lack of Choice of Good Pre-paid numbers like XXYY numbers like others providing.Opportunityfavourable TARRIFS: Newly issued tariffs are suitable for Airtel so they can easily modifytheir tariff plans according to it and gain customer attraction.Threatstough COMPETITION: Airtel has to face a tough competition with existing market leaderslike Reliance (Reliance is providing Free Outgoing also) Hutch, Idea, Dolphin and Trump. - 97 -
  98. 98. BIBLIOGRAPHY- 98 -
  99. 99. • BOOKS Marketing Management by Philip Kotler 9th Edition Research Methods for management by Dr. S. Shajahan 2nd Edition Principal & Practice of Management by L.M. Prasad, 4th Edition.• REFRENCES• AIRTEL’s reports• Books & magazine on mobile communication• WEBSITES & SEARCH ENGINE• www.airtelworld.com www.bhartiteleventures.com www.researchandmarket.com www.info-shop.com www.smartmobs.com www.yahoosearch.com - 99 -
  100. 100. QUESTIONNAIRE- 100 -