This document is a report submitted by five students towards their MBA curriculum. It discusses conducting a study on brand awareness of Airtel products in Bijapur, India. It includes an introduction to Airtel as a company, its vision, brand, services offered including mobile, broadband, and enterprise solutions. It also defines what a brand is and how brands are developed, including defining the message, building the image, and marketing the image to customers.

1. A.S.PATIL COLLEGE OF COMMERCE
BIJAPUR
MASTER OF BUSINESS ADMINISTRATION
(Approved by A.I.C.T.E. New Delhi and affiliated to K.U.D)
A REPORT ON
“Brand Awarness of Airtel products”
Submitted towards the partial fulfillment of the curriculum of
MBA for the academic year 2008
Submitted to:
Prof. M.Y.Pattenshetti
Faculty of IBM
Bijapur
Submitted by:
Mr. Sagar P.Akanoji MBA06005037
Mr. Sarang S.Naik MBA06005022
Mr. Santosh Channal MBA06005040
Mr. Amit A. Jadhav MBA06005003
Ms. Kavita Shintri MBA06005015
M.B.A IVth Semester

2. DECLARATION
We hereby declare that this research work embodied in this entitled
dissertation “Brand Awarness of Airtel products” has been carried out by us,
under the guidance of Prof .M.Y.Pattenshetti.
We also declare that this dissertation has not been submitted to any
University or Institution for the award of any Degree or diploma.
PLACE: Bijapur
DATE:
Mr. Sagar P.Akanoji
Mr. Sarang S.Naik
Mr. Santosh Channal
Mr. Amit A. Jadhav
Ms. Kavita Shintri

3. ACKNOWLEDGEMENT
We are thankful to many people whose timely help and guidance has helped
us to conduct this research successfully.
We would also like to express my thankfulness to Prof. M.Y.Pattenshetti.
Faculty of IBM , Bijapur for giving us an opportunity to pursue this project.
We also wish to thank all those respondents who were patient enough in
giving answer to our questionnaire.
Finally, we would like to extend our grateful thanks to all our friends and
Faculty members of IBM, Bijapur whose assistance has a lot to us personally for
the completion of this research.
PLACE: Bijapur
DATE:
Mr.Sagar P.Akanoji
Mr.Sarang S.Naik
Mr. Santosh Channal
Mr. Amit A. Jadhav
Ms. Kavita Shintri

4. Bharti Enterprises Profile
Bharti Enterprises has successfully focused its strategy on telecom while
straddling diverse fields of business. From the creation of 'Airtel', one of India's
finest brands, to becoming the largest manufacturer and exporter of world class
telecom terminals under its 'Beetel' brand, Bharti has created a significant position
for itself in the global telecommunications sector. Bharti Airtel Limited is today
acknowledged as one of India's finest companies, and its flagship brand 'Airtel',
has over 22 million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bharti.s successful
foray into the Customer Management Services business, Bharti Enterprises.
Dynamic diversification has continued with the company venturing into telecom
software development. Recently, Bharti has successfully launched an international
venture with EL Rothschild Group owned ELRO Holdings India Ltd., to export
fresh Agri products exclusively to markets in Europe and USA.
Our Vision & promise
By 2010 Airtel will be the most admired brand in India:
• Loved by more customers
• Targeted by top talent
• Benchmarked by more businesses
We at Airtel always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise and go out
of our way to delight the customer with a little bit more

5. Our Brand
Airtel was born free, a force unleashed into the market with a relentless and
unwavering determination to succeed. A spirit charged with energy, creativity and
a team driven “to seize the day” with an ambition to become the most globally
admired telecom service. Airtel, after just ten years, has risen to the pinnacle of
achievement.
As India's leading telecommunications company Airtel brand has played the role
as a major catalyst in India's reforms, contributing to its economic resurgence.
Today we touch peoples lives with our Mobile services, Telemedia services, to
connecting India's leading 1000+ corporates. We also connect Indians living in
USA with our callhome service.
Brief Overview of Group Companies:
Bharti Airtel Ltd
Bharti Airtel Ltd is India's leading provider of telecommunications services.
The company has 4 distinct Business divisions - Mobile & telephone services,
broadband services, long distance services and enterprise services.
Bharti TeleTech Ltd
Bharti TeleTech Ltd manufactures and exports world-class telecom equipment
underthe brand 'Beetel'
Telecom Seychelles Ltd
Telecom Seychelles Ltd provides telecom services in Seychelles, under the brand
'Airtel'

6. Bharti Telesoft Ltd
Bharti Telesoft Ltd delivers best-in-class, revenue-critical VAS products and
services to telecom carriers.
TeleTech Services (India) Ltd
TeleTech Services (India) Ltd is joint venture with TeleTech Inc., USA. It offers a
range of Customer Management Services.
Objectives of the study
 To know the brand awareness towards Airtel products in bijapur.
 To know the competitive strategies of Airtel.
Bharti Airtel Limited
(Formerly known as Bharti Tele-Ventues Limited)
The company is a part of Bharti Enterprises, and 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,
broadband & telephone services (B&T) & 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 90 cities. The
Enterprise services group has two sub-units - carriers (long distance services) and
services to corporates. All these services are provided under the Airtel brand.
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 22,069,003 customers as of
April 30, 2006, consisting of 20,683,902 GSM mobile and 1,385,101 broadband &
telephone customers.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and The
National Stock Exchange of India Limited (NSE).

7. Partners
The company has a strategic alliance with SingTel. The investment made
by SingTel is one of the largest investments made in the world outside Singapore,
in the company. The company also has a strategic alliance with Vodafone. The
investment made by Vodafone in Bharti is one of the largest single foreign
investment made in the Indian telecom sector.
The company.s mobile network equipment partners include Ericsson and
Nokia. In the case of the broadband and telephone services and enterprise services
(carriers), equipment suppliers include Siemens, Nortel, Corning, among others.
The Company also has an information technology alliance with IBM for its group-
wide information technology requirements and with Nortel for call center
technology requirements. The call center operations for the mobile services have
been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.
Organisation Structure:
As an outcome of a restructuring exercise conducted within the company; a
new integrated organizational structure has emerged; with realigned roles,
responsibilities and reporting relationships of Bharti.s key team players. With
effect from March 01, 2006, this unified management structure of 'One Airtel' will
enable continued improvement in the delivery of the Group.s strategic vision

8. Services offered by Bharti Airtel Ltd
Mobile Services
Airtel Prepaid/Prepaid:
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider. With tariff defined
with respect to location. With following features:
 otal cost control
T
No rentals
No deposits
STD/ISD facility till last rupee
Instant Balance inquiry
60 Seconds pulse rate
Caller line identification
24 hr recharge facility

9. BlackBerry:
Airtel introduces a brand new offering - the BlackBerry 8700g.
Uncompromising Email, Browsing and Phone Performance in all in one device.
BlackBerry integrates seamlessly with your corporate email account offering a
simple and secure way to communicate using GPRS/EDGE.
Buisness Solutions:
Vehicle Tracking
Vehicle tracking solution enables a company to monitor the location of their
stock in transit. Each vehicle is mounted with an Airtel mobile (Phone) or a Global
Positioning System (GPS) box and a vehicle tracking enabled SIM card. The SIM
card sends periodic updates of the location of vehicles to the Bharti application
server, as per the frequency defined. The progress of the vehicle is displayed on a
map on the tracking website. The application allows tracking of multiple vehicles
simultaneously.
Mobile SFA (Sales Field Automation)
Mobile SFA will help companies to enable to make their web based
application and ERP systems wireless so that the field force can have access to
information on their Airtel mobile phones. Bharti has worked proactively with
middleware companies (e.g. Air2Web) and system integration partners to provide
these solutions to customers.
AIR (Airtel Intelligent Routing)
Airtel Intelligent routing solution overlays your company's PABX to route
landline traffic through the mobile network. Employees of the company can use
their existing landline extensions to make calls via AIR. They just need to dial a
code (for example like 8, configurable by the customer) to reach the AIR terminal.

10. A dial tone will be heard and users can dial the number, which they want to reach.
There is no change in the end user experience.
Information Broadcast
Information Broadcast is a means of simultaneously disseminating
information to multiple employees/customers over SMS. It also gives the
flexibility of sending messages at a predefined time and pre-defined date. The user
logs on to the solution through internet, types the message, selects the group he
wants to send the message to and after defining the date and time just clicks on
the .send' button.
Call Centers
Business today is run for the customers. To manage customer queries (pre
sales and post sales), clients require to set up small call centers with minimum
expenses. To help out clients with such requirment Airtel proposes the call center
solution. This solution helps the clients to start up a local call center with facilities
to recieve 4-5 simulataneous calls. These call centers can be in a single location or
multi location.
Audio Conferencing by Airtel
Instead of traveling to meet with customers and suppliers many Enterprises
are saving on travel costs by using Airtel's Audio Conferencing facility.Audio
Conferencing is an easy way to have multiple people participate in the same phone
call together. To avail of audio conferencing one does not need to install any
expensive devices, one's landline or mobile phone will suffice. The user has an
option of either giving out a list of numbers to be dialed out, or he can be provided
with a dial in number to which people call into.

11. Corporate SMS Directory
This service enables a user or a set of users to upload their mobile numbers,
names and locations in an Airtel Server. These users can then access their numbers
by using the SMS facility on their phones. AirTel provides space to its clients to
upload their directories onto its servers.
Bharti Airtel
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
Bharti Group, has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti has recently forayed into retail business as Bharti
Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has
successfully launched an international venture with EL Rothschild Group to export
fresh agri products exclusively to markets in Europe and USA and has launched
Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world
leader in financial protection and wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first
private telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered the
course of the telecom sector in the country with its world class products and services. The
businesses at Bharti Airtel have been structured into three individual strategic business
units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The
mobile business provides mobile & fixed wireless services using GSM technology across
23 telecom circles while the Airtel Telemedia Services business offers broadband &
telephone services in 94 cities. The Enterprise services provide end-to-end telecom
solutions to corporate customers and national & international long distance services to
carriers.

12. What is a brand?
A brand is a name, term, sign, symbol or design, or a combination of them,
intended to identify the goods and services of one company and to differentiate
them from those of competitors. It is the place you own in the minds of people
who matter to you most. It is the psychological and emotional identifier that gives
a company value.
High brand equity provides a number of competitive advantages:
• The company will enjoy reduced marketing costs because of consumer
brand awareness and loyalty.
• The company will have more trade leverage in bargaining.
• The company can charge a higher price than its competitors because
the brand has higher perceived quality.
• The company can more easily launch extensions because the brand
name carries high credibility.
• The brand offers the company some defense against price competition.
A brand name needs to be carefully managed so that its quality doesn’t depreciate.
This requires maintaining or improving brand awareness, perceived quality and
functionality, and positive associations. These tasks require continuous R&D
investment, skillful advertising, and excellent trade and consumer service.

13. Truly effective brand building doesn't start with a series of ads or press releases; it
starts with your employees, the 24x7 "who" behind your brand. Unfortunately,
many companies spend more time, money and manpower communicating
externally rather than internally. Their "front lines," especially non-management
staff, are sometimes clueless about the brand. Creating a successful brand starts at
home. We create strategies and communication tactics that ensure internal Brand
Ambassadors understand and can effectively communicate key messages to
external audiences. Creating a proactive integrated marketing program includes all
the essential ingredients of attraction marketing: media relations, sales support,
advertising, collateral development, stakeholder relations, special events and
interactive marketing. All these elements, when combined with an effective
strategy, build a strong brand in the minds of external audiences. Our targeted
approach yields the exposure, enhanced awareness and assistance you need to
achieve your business objectives
Developing a Brand
A brand is a strong, consistent message about the value of your company.
You control the message through marketing, advertising, customer service, and all
interaction between your company and the market. You don't need to be as large as
Coca-Cola to have a brand. Building a brand involves the same process, whether
your company is two weeks or two years old, whether you have 100 employees or
none. Here is how a brand typically develops:
Define the message. What is valuable about your company? Why do your
customers care? What's so different about your company? The answers to these
questions should form the core statement about your company's service, product,
relationships, and culture: You are faster and have better service (Federal Express).
You have unrelenting, perfect customer care (Nordstrom). Your products are edgy,
new, independent, high-performance (Nike).

14. Build the image. How does this translate to your overall image? Both visually and
verbally, you need to consistently communicate the company's message about its
value.
Market the image. How can you aggressively get the word out? The message
means nothing until your market hears it. Your marketing and advertising
campaigns need to communicate the company's value and establish its image.
Live the message. Is the message real? Does the customer agree with you? Here
comes the tricky, long-term part: You need to deliver on the implied promise. The
customer's experience must match the image, or the whole house of cards crashes.
If you market your company as faster and better but the customer disagrees, the
brand suffers.
In reality, this process is not linear, but circular. Your brand will evolve in
response to the customer and the evolution of your market and products. For
example, if you have a small business or start-up, you may believe that the value
of your product and company lies in one area. As you market your company and
product, your customers may communicate that they value something else. Then
your product and company may evolve toward that new value, bringing you to
new markets.
Jagdeep Kapoor, the author of the famous book “24 Brand Mantras” has presented
24 action oriented brand mantras, which will help a marketer develop an effective
brand strategy. The unique feature of these mantras and, therefore, of this book is
that they focus on building brands by appealing to both the rational mind and the
emotions. Often, in planning a brand strategy, the appeal is to only one of these
two aspects. For a brand to succeed, it is important that it delight the customer
which can only happen when the brand finds a place in both the mind and heart of
the consumer.
These 24 mantras are as given below. These are broadly classified as ‘Mantras for
the Mind’ and “Mantras for the Heart”.

15. Mantras for the Mind:
1. To build a big brand, adopt a short brand name
2. Don’t let jazzy research replace common sense
3. Use benefit segmentation to build brands
4. Sample to sell ample
5. Don’t hesitate to communicate
6. Like salt, use advertising in the right proportion
7. What is visible, sells
8. Brand images are fragile, handle with care
9. Your consumer’s needs come first
10. Don’t under price yourself
11. Brands must make profit, not only noise
12. Focus on consumption rather than purchase

16. Mantras for the Heart
13. Build relationships to build brands
14. Respect your retailers
15. Avoid generality to give your brand a personality
16. Nurture your brand as you would a child
17. Service is the first step to a great brand
18. Remember, consumers look for perceived value in brands
19. Don’t sell the right product to the wrong audience
20. Pay heed to consumer emotions
21. Don’t prejudge your consumer
22. Respect the local consumer
23. Be honest, don’t con.

17. Defining Your Brand No matter how big or small your company, developing an
employer brand is essentially a two-step process. The first step is identifying what
your brand represents. Many startups cherish the company culture that a core
group of original employees has helped create. For such startups, the challenge is
not to create new brands from scratch, but to articulate their existing brands in
messages that can be delivered to both existing and potential employees.
Communicating Your Brand
The second step is to figure out how you're going to communicate your brand to
both your existing employees and potential employees. For startups that lack the
resources to conduct large-scale branding campaigns, developing inexpensive,
creative ways to advertise an employer's brand is essential. It's important to note
that retention of and communication with existing employees is as much a part of
brand building as any message that your company sends to potential employees.
"Retention and recruitment are two sides of the same coin," says Hodes. A
company must make sure that the atmosphere within the company is consistent
with the message it is delivering to potential employees.
What follows are a few inexpensive tactics for startups trying to build an employer
brand.
Unique benefits or office policies. These are a great way to generate buzz around
your workplace. Examples include allowing dogs in the office, offering discounts
to fitness clubs, and providing sabbaticals for long-time employees. Your policies
should reinforce the brand that you are trying to establish. If providing a good
work/life balance is an important part of your company, then you should be able to
point to several policies that allow your employees to achieve that balance.

18. Employee referral programs. Employee referral programs can play a valuable
part in communicating your employer brand--both inside and outside your
company. Referral programs build morale and help retain and attract people by
reminding employees why your company is a great place to work. Be sure to
emphasize the positives of working for your company along with the financial
rewards of providing a referral.
Awards programs. Publicly recognizing employees is a great way to reinforce
your brand with existing employees. Create a regular reward program that relates
directly to the core values that are central to your company's success. The rewards
do not have to be limited to cash bonuses. Give gifts that show a personal touch.
Parties. Even if you can't afford to have a famous musician play at it, a party is a
great way to generate buzz about your company--provided it is well promoted,
both inside and outside your company. Reward employees who take the time to
plan your company parties. Emphasize that the event is both a celebration and a
recruiting vehicle.
Sponsoring events. Sponsorship of events, while somewhat costly, can be an
effective brand-building tool--if the event reaches your target audience. If your
goal is to recruit more programmers, make sure the event you're sponsoring is both
interesting to and attended by savvy programmers.
Recruitment website. The career section of your company's website should play
an integral part of any branding effort. For many job seekers, it will be the first
interaction they have with your company. Post your company's core values on
your website. Profile individual employees and provide quotes about why they
enjoy working at your company.

19. Customer Analysis
KEY BENEFITS
• Fast, flexible data warehouse solution delivers integrated customer analysis and
Enhances workflow and business processes
• Improved performance enhances position as a major player in European
telecommunications
• Reduces waiting time for query responses from several hours to seconds
RINGING THE CHANGES
As a first step toward strategic growth since the breakup of the Spanish
telephone network monopoly, Airtel invested $1.9 billion in its own transport and
access networks, allowing it to meet the demands of a rapidly growing operation.
With more than seven million customers, the company also recognized it needed to
invest in a database to manage customer data and provide high-level marketing
information. A data warehouse, the Almacén Integrado de Datos (Aida),was
constructed. The purpose was to provide Airtel staff with all the quality
information required for dealing with business processes quickly, simply and
efficiently. This was difficult given the huge volumes of data. In order to convert
the mass of basic data into usable business intelligence, Airtel needed a powerful
data warehouse that was fast, flexible, scalable and easy to use. The integrity and
consistency of information had to be maintained, even though the data was
generated from disparate departments. It was essential that any solution could
ensure a high degree of information integration throughout the company. Airtel
selected Sybase IQ.
GETTING THE BEST
A fundamental problem of using Aida was the sheer volume of information
handled on a daily basis. Waiting for all the complex data-processing algorithms to
be resolved caused unacceptable delays. However, storage technology and

20. advances in processing capability means that an enormous volume of data can now
be processed at relatively low cost. Sybase IQ cut the waiting time for query
responses down to just seconds. This compares very favorably with other tools that
can take hours. Airtel recognized that achieving this kind of result meant selecting
the best possible database management solution. It was particularly important that
data from disparate sources could be fully integrated in order to provide high-
quality analysis that was fast and reliable.
SINGLE DATA, MULTIPLE USES
The Airtel data warehouse organizes information according to the
company’s business map. Even though many different departments use the same
data, the consistency and integrity of the information is maintained. The data
warehouse converts data into knowledge? turning real-world facts, via an
interface, into valuable business intelligence. The ability to accurately analyze and
predict customer activity is crucial to Airtel overall business strategy.
A thousand employees use the data warehouse for multidimensional
analysis, making more intensive use of the system. With multidimensional analysis
using specifically designed information structures, data concerning customers,
infrastructures and company processes can be extracted and users are able to create
modeling and simulation processes including techniques that complement analysis.
Competitor analysis :-

21. In our study the marketing strategy Airtel and Vodafone are involve.
“Telecoms are rolling but like never before and that 100 million marks does not
look to far away. The mobile subscriber base crossed 65 million in sept-2005 and
over 30% increase over the previous year.”
Indian cellular industry will roach will touch dollar 24 billion by the end of
2007.
Airtel 22% market share over 15 million mobile subscribers (Source:-
cellular operators association of India witnessed its highest ever net addition of 18
million mobile customers in a single quarters
Comparison
Vodafone with over 10 million subscriber 15% market share may be no. 4
(behind reliance and BSNL ) at present but it can the highest average revenue per
user.
Airtel marketing strategy
“The process innovation and continuous improvement through people
involvements and investigation by “fact based root cause analysis”.
Vodafone Marketing strategy
“A big success factor was how aspirational overtones in brand imagery stayed,
even through price wars had started again the colour orange was a seminal
attribute the brands slogan was, the future bright the future’s orange.”
Questionnaire

22. • Name: • Occupation:
• Age:
a) 20-24 b) 25-28
c) 28-32 d) 33 and above
1. Which is the current handset that you are using?
Nokia
Motorola
LG
Sony Erricson
Siemens
Others (please specify)..........
2. How long are you using this set?
Less than 3 Months
3-6 Months
6-12 Months
12-18 Months
18-24 Months
more than 2 year
3. Who is your current service provider?
a. Airtel .
b. BSNL .
c. Reliance .
d. Vodafone
4. How do you rate your service provider against following factors on the scale?

23. Very Dissatisfied Neutral Satisfied Very Satisfied
Dissatisfied
Coverage
Customer
Service
Billing
Cost
Offers
Voice
Quality
5. What kind of call do you make often?
Local .
STD ...
ISD ..
6. What is your monthly expenditure on Mobile?
Rs...................
ANALYSIS AND INTERPRETATION

24. 1) To know the current handset details:
Handset No. of respondents
Nokia 25
Motorola 1
LG 12
Sony ericson 5
Siemens 1
Others 6
Details of current Handset
12%
2%
Nokia
10%
Motorola
LG
Sony ericson
50%
Siemens
24% Others
2%
Interpretation:-
The survey revealed that 50 percent of the respondents prefer Nokia as
handset their first choice. The reason expressed for this decision was its brand
name and its warranties. 24 percent of respondents choose LG as their first choice
and 2 percent respondents Seimens and Motorola as their first choice.10 percent of
respondents are using Sony Erricson as their handset.
2) To know the number of months using the handsets:
No. of months opinion of respondents

25. <3 months 4
3-6 months 22
6-12 months 14
12-18 months 2
18-24 months 3
more than 2 years 5
Number of months using handset
10% 8%
6% <3 months
4%
3-6 months
6-12 months
12-18 months
44% 18-24 months
28% more than 2 years
Interpretation:-
The survey found that 44 percent of respondents are using their current
handsets since 3-6 months. While, 28 percent of respondents purchase their current
handsets before 6-12 months.6 percent of respondents using mobile phones since
18-24 months.10 percent of respondents are the old customers who were using
handsets since more than 2 years .
3) To know the current service provider:

26. Service provider opinion of respondents
Airtel 18
BSNL 15
Reliance 9
Vodafone 8
Current service provider
Vodafone
16%
Airtel
36% Airtel
BSNL
Reliance Reliance
18%
Vodafone
BSNL
30%
Interpretation:
The survey revealed that 36 percent of respondents chosen Airtel as the cell
phone service provider.30 percent of people surveyed preferred BSNL as their
service provider in the targeted towns. Vodafone is chosen by 16 percent of
respondents. The survey revealed that Reliance was chosen by 18 percent of
respondents even though it is not operating in that region.
4) To know the customer satisfaction over current service provider:

27. Very Very
Dissatisfied Dissatisfied Neutral Satisfied satisfied
Coverage 5 4 5 29 7
Customer
service 2 7 5 33 3
Billing 3 10 10 21 6
Cost 4 5 9 29 3
Offers 7 15 13 11 4
Voice Quality 7 10 7 18 8
Customer Satsfaction Over Current Service Provider
100% 7 3 6 3 4 8
11
80%
21 29 18
29 33 13
60%
7
40% 10
9 15
5 5 10
20% 4 10 5
7 7 7
5 2 3 4
0%
Coverage Customer Billing Cost Offers Voice
service Quality
Very Dissatisfied Dissatisfied Neutral Satisfied Very satisfied
Interpretation :
Coverage:
From the survey it is found that 58 percent of respondents expressed their
happiness over good network is available in these towns.18 percent of people
surveyed faced problems relating to the coverage.14 percent of respondents
appreciate network coverage as very satisfied in these town, while 10 percent of
people are undecided over this attribute.
Customer Service:
72 percent of people surveyed expressed the happiness over quick response
received from the service provider against problems faced by customers relating to

28. the service. Survey reveled that 18 percent of respondents are not happy with the
customer service from the service provider, while 10 percent of people are
undecided over this matter.
Billing:
The survey revealed that 54 percent of respondents are believed that their service
provider is not overcharging against his servies.26 percent of people surveyed felt
that their current service provider is charging more as hidden charges.20 percent of
respondents neither agree nor disagree over that his/her service provider charging
him/her appropriately.
Cost:
From the survey it is found that, 64 percent respondents expressed their happiness
that current service has the value what they have paid.18 percent of people are
undecided about the returns on the service, which they are getting.18 percents of
respondents felt, that handsets are costlier
Offers:
42 percent of people surveyed are not taken any offer from the service provider.
From the survey it is found that 32 percent respondents are satisfied with offers
availed from the service provider, while 26 percent of people are not happy with
offers.32 percent of respondents are undecided over this attribute.
Voice Quality:
The survey revealed that 52 percent of people are receiving good voice quality
because appropriate strength tower installed by service provider in targeted areas.
Only 34 percent of people posed complaints against service provider they are not
getting good voice over their cell phones.14 percent of respondents are not decided
over this matter.

29. 5. What kind of call do you make often?
No. of
Call type Response
Local calls 30
STD 15
ISD 5
Kinds of call customer make
30
30
25
20
No. of 15
response 15
10
5
5
0
Local calls STD ISD
Interpretation:-
From the above table 60 percent respondent are make local calls, 30 percent
respondent make STD calls and Remaining 10 Percent respondent make the ISD
calls.
6) Monthly Expenditure on Cell phones:

30. Monthly No. of
Expenditure response
51-100 3
101-200 7
201-500 29
501-1000 7
1001-2000 3
Over 2000 1
Monthly Expenditure on Cell phones in Rupees
30
25
20
No. of 29
15
respondents
10
5 7 7
3 3 1
0
51-100 101-200 201-500 501-1000 1001-2000 Over 2000
Expenditure in Rupees
Interpretation:
The survey revealed that 58 percent of respondents spending Rs. 201 to 500
per month on their cell phones. Rupees 330 recharge coupons is the most preferred
for this group. Each 28 percent of people surveyed recharging their cell phones
with the recharge coupons ranging from 101-200 and 501-1000 . During study it
was found that only 2 percent people used to spend more than Rs.2000 over their
cell phones
FINDINGS:-

31.  The survey revealed that 50 percent of the respondents prefer Nokia as
handset their first choice. The reason expressed for this decision was its
brand name and its warranties. 24 percent of respondents choose LG as
their first choice and 2 percent respondents Seimens and Motorola as their
first choice.10 percent of respondents are using Sony Erricson as their
handset.
 The survey found that 44 percent of respondents are using their current
handsets since 3-6 months. While, 28 percent of respondents purchase their
current handsets before 6-12 months.6 percent of respondents using mobile
phones since 18-24 months.10 percent of respondents are the old customers
who were using handsets since more than 2 years
 The survey revealed that 36 percent of respondents chosen Airtel as the cell
phone service provider.30 percent of people surveyed preferred BSNL as
their service provider in the targeted towns. Vodafone is chosen by 16
percent of respondents. The survey revealed that Reliance was chosen by 18
percent of respondents even though it is not operating in that region.
 From survey we come to know 60 percent respondent are make local calls,
30 percent respondent make STD calls and Remaining 10 Percent
respondent make the ISD calls.
Recommendation

32. Improvement in network coverage:
During the study it is observed that few customers of Airtel complained about poor
network in these towns. It was also found poor network in prime areas like near by
bus stand and available only few kilometers around the towns. This problem can
be resolved by installing high strength of towers.
Reduction in pulse rates:
Airtel charges its customers Rs.1 per minute when they make calls to other mobile
phones while other service provider charges less than Re.1. This problem can be
resolved by bringing down calls rating equivalently to its competitors.
Clear tariff plans:
Airtel is offering various tariff plans under various names. During the study it is
observed that people are confused about the tariff plans. Therefore efforts should
be put in educating the customers on tariff plans at the point of purchase.
Customers meet:
Most of the customers have the problems relating problems like handsets, service
and network etc. In order to resolve this problem regular customers meet can be
arranged in these towns where customers can seek solutions for their problems.

33. Conclusion
We are conclude that the brand image of airtel is very good in the
customers mind so that they are competing other players.