Airtel

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Airtel

  1. 1. APROJECT REPORT ON MARKETINGSubmitted in the partial fulfillment in Bachelor of Business AdministrationSubmitted To: SubmittedBy:Mrs. Manju Gupta Jaspreet BajajProject Guide Roll no.BBA 3rdSEMMaharaja Agarsen Institute of Management Studies(Affiliated from Guru Gobind Singh IndraprasthaUniversityKashmiri Gate, Delhi)ACKNOWLEDGEMENTI would like to take an opportunity to thank all the people in collecting thenecessary information andmaking of the report. I am grateful to all of themfor their time and wisdom.My project becomes a realityonly because of cooperation of many peoplewho had helped me in completing this project. I sincerelyextend mygratitude to Mrs. MANJU GUPTA who has given me this goldenopportunity to have an insightin the corporate world and who has been asource of guidance and support.JASPREET BAJAJCERTIFICATEThis is to certify that JASPREET BAJAJ BBA 3rdSEM student fromMAHARAJA AGARSENINSTITUTE OF MANAGEMENT STUDIESaffiliated to “Guru GobindSingh Indraprastha University, Delhi” hascompleted her project under my supervision. She made thisproject to myentire satisfaction and as per requirement of the course.Mrs. Manju GuptaProject GuideBharti Tele-VenturesBharti Tele-Venturesis one of Indias leading private sector providers of telecommunications services based on an aggregateof 28,692627 customersas on September 30, 2006, consisting of 27,061,349 GSM mobileand 1,631,278broadband & telephone customersThe businesses at Bharti Tele-Ventures have been structured intothreeindividual strategic units (SBU’s) – 1)mobile services2)broadband and telephone services(B&T)3)enterprise servicesThe Mobile services group provides GSM mobile services across India in23telecom circles, while B&T business group provides broadband &telephone services in 94 cities. TheEnterprise Services group has twosub-units – carriers (long distance services) and services topcorporates.All these services are provided under theAirtelbrand.Bharti Enterprises has been at the forefront of technology and hasrevolutionizedtelecommunications with its world class products andservices. Established in 1976, Bharti has been a
  2. 2. pioneering force in thetelecom sector with many firsts and innovations to its credit.Bharti provides arange of telecom services, which includeCellular, Basic, Internet and recently introduced National Long Distance.Bharti alsomanufactures and exports telephone terminals and cordless phones. Apartfrom being thelargest manufacturer of telephone instruments in India, it isalso the first company to export its productsto the USA.Bharti is the leading cellular service provider, with a footprint in 16 statescovering all fourmetros. It has over 12 million satisfied customersBharti Enterprises has successfully focused its strategyon telecom whilestraddling diverse fields of business. From the creation ofAirtel,one of Indias finest brands, to becoming the largest manufacturer and exporter of world class telecomterminals under itsBeetelbrand, Bharti has created asignificant position for itself in the global telecommunications sector. BhartiTele-Ventures is today acknowledged as one of Indias finest companies, andits flagship brand Airtel,has over 12 million customers across the lengthand breadth of India.While a joint venture with TeleTechInc., USA marked Bharti’s successfulforay into the Customer Management Services business, BhartiEnterprises’dynamic diversification has continued with the company venturing intotelecom softwaredevelopment. Recently, Bharti has successfully launchedan international venture with EL RothschildGroup owned ELRO HoldingsIndia Ltd., to export fresh Agri products exclusively to markets in EuropeandUSA"What other operators have achieved in one to two years, Bharti has done in just over amonth. In July2002, one out of every two people buying a mobile across India chose AirTel. We are truly proud to bespearheading the mobile revolution in the country."- Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002VisionBY 2010 AIRTEL WILL BE THE MOSTADMIRED BRAND IN INDIA:LOVED BY MORE CUSTOMERS.TARGETED BY TOP TALENT.BENCHMARKED BY MOREBUSINESS.
  3. 3. AIRTELAirtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private integrated telecomconglomerate, Bharti Enterprises. A consortium of giants in the telecommunication business. In its sixyears of pursuit of greater customer satisfaction, AirTel has redefined the business throughmarketinginnovations, continuous technological up gradation of thenetwork, introduction of new generation valueadded services and thehighest standard of customer care.Bharti is the leading cellular service provider,with an all India footprintcovering all 23 telecom circles of the country. It has over 12 millionsatisfiedcustomers.Cellular telephony was introduced in India during the early 1990s. At thattime, therewere only two major private players,Bharti (Airtel) and Essar (Essar)and both these companies offered onlypost-paid services. Initially,the cellular services market registered limited growth.Moreover, these services were mostlyrestricted to the metros. Other factorssuch as lack of awareness among people, lack of infrastructuralfacilities,low standard of living, and government regulations were also responsible for the slow growthof cellular phone services in India.Although the cellular services market in India grew during the late1990s (asthe number of players increased and tariffs and handset prices came downsignificantly) thegrowth was rather marginal. This was because the cellular service providers offered only post-paidcellular services, which were still perceived to be very costly as compared to landlinecommunications.Following this realization, the major cellular service providers in India,launched pre-paid cellular services in the late 1990s. The main purpose of these services was to target customers fromall sections of society (unlike post-paid services, which were targeted only at the premium segment).Bharti’s MissionTo be globallyadmired fortelecom servicesthat delightcustomers.We will meet global standards for telecom services that delight customersthrough:• Customer ServiceFocus• Empowered Employees• Cost Efficiency• Unified Messaging Solutions• Innovative products andservices• Error- free service deliveryBoard of DirectorsThe Board of Directors of the Company has an optimum mix of Executiveand Non-Executive Directors,which consists of three Executive and fifteen Non-Executive Directors.The Chairman and ManagingDirector, Mr. Sunil Bharti Mittal, is anExecutive Director and the number of Independent Directors on
  4. 4. the Board is50% of the total Board strength. The independence of a Director isdetermined on the basisthat such director does not have any material pecuniary relationship with the Company, its promoters orits management,which may affect the independence of the judgment of a Director.The Board memberspossess requisite skills, experience and expertiserequired to take decisions, which are in the bestinterest of the Company.The composition of the Board is as under:Sunil Bharti MittalRajan Bharti MittalAkhil GuptaRakesh Bharti MittalChua Sock KoongN. KumarKurt HellstormDonald CameronPaul O’SullivanProfessor V.S. RajuPulak Chandan PrasadBashir Abdullah CurrimjeeGavin Darby
  5. 5. Syeda ImamAjay LalYork Chye ChangPaul DonovanArun Bharat RamACHIEVEMENTS•First to launch Cellular service on November 1995.•First operator to revolutionaries the concept of retailing with theinauguration of AirTel Connect(exclusive showrooms) in 1995.•First to introduce push button phone in India.•First to expand its network with the installation for second mobileswitching center in April, 1997 andthe first to introduce the Intelligent Network Platform First to provide Roaming to its subscribers byformingan association called World 1 Network.•First to provide roaming facility in USA. Enjoy the mobile roamingacross 38 partner networks & above700 cities Moreover roam acrossinternational destinations in 119 countries including USA, Canada, UKetc with 284 partner networks.•BHARTI announces aggrement with VODAFONE marking the entry of the Worlds Largest TelecomOperator into India•Bharti Enterprises and AXA Asia Pacific Holdings Limited announcePartnership for a life insurance jointventure in India•
  6. 6. Airtel Launches future factory - Centres of Innovation to IncubatePioneering Mobile Applications•16 states, 600 million people. Only Indias leading mobile service offersyou the truly freedom-packedPrepaid!•It is also the first company to export its products to the USA.BHARTI announces agreement with VODAFONEmarking the entry of the Worlds LargestTelecomOperator into India•Vodafone to invest approximately Rs. 6,700 crores (approx. USD 1.5 bn.) to acquire around 10% in BhartiTele-Ventures Ltd.•Bharti Enterprises, SingTel and Vodafone to take Bharti Tele-Ventures Ltd. to unassailable leadershipposition in India•Thelargest single foreign investment ever in the history of India•The largest investment in the Indian telecom sector•Bharti establishes its supremacy in the Indian telecom market,having attracted Asia’s best – SingTel, andnow world’s best – Vodafone.•Bharti set to gain global leadership in the telecom sector•Bharti Enterprises continues to hold shareholding and managementcontrol in Bharti Tele-Ventures.Awards for the year 2006-2007•BHARTI AIRTEL DRAWS TOP HONORS AT THE MIS ASIA ITEXCELLENCE AWARDS 2006•
  7. 7. BHARTI AIRTEL AMONG THE TOP 10 BEST PERFORMINGCOMPANIES IN THE WORLD ACCORDINGTOBUSINESSWEEK IT 100 LIST.•SUNIL BHARTI MITTAL IS THE “CEO OF THE YEAR” ATTHE FROST AND SULLIVAN ASIA PACIFIC AWARDS2006AND BHARTI AIRTEL BAGS “WIRELESS SERVICEPROVIDER OF THE YEAR” AND “COMPETITVESERVICEPROVIDER OF THE YEAR”.•BHARTI TELE-VENTURES IS THE “BEST INDIANCARRIER” AT THE TELECOM ASIA AWARDS 2006.AirTel: Appropriating the value of expressionOver the last couple of years, the market has grown considerably, withdeeper penetration and widerusage of voice and data services, accompanied by much higher competitive intensity," Atul Bindal, chiefmarketing officer,Bharti TeleVentures, expands on this. "In this context, differentiating merelyonnetwork, coverage and SMS is just not enough. You need to go beyondall the rational identifiers - whichare prerequisites in any case - and connectat a deeper level. We needed a strong differentiator in anincreasinglycommoditized and crowded market. We found this differentiator in a corehuman truth thatdefines our category - which is that there are momentswhen you need to make your point, when youneed to be heard. Expressingand communicating are perhaps two of the most basic emotions.AirTelenables you to make your point in the most expressive way, anytime,anywhere. The campaignis towards owning this through Expressyourself. We believe Express yourself allows us to connect ata deeperlevel and create a long-term platform for the brand."For AirTel, the challenge also lay in presenting a unified face to theconsumer. This assumes significancewhen viewed in the light of thecompanys pre- and post-paid communication, which, in the past, hadbeentreated very differently. Brand image, as a result, was being driven in twodifferent dimensions."Brand AirTel is a category leader straddlingcompletely different market segments such as consumer,business andcorporate, as well as different voice, data and payment platforms," saysBindal. "Express yourselfenables the brand to unify and connect across theentire base of our existing and prospectivecustomers."One of the most obvious benefits of owning a property such as candidexpression (andExpress yourself) is the expansive nature of the thought."The moment you have as broad a canvas asExpress yourself, it becomeseasy for anyone working on the brand to come up with new ideasandexecutions. Thats what makes a good campaign idea," observes RediffsPrashant Godbole, who,along with creative partner Zarvan Patel, conceivedthe campaign. This is just the proverbial tip of the
  8. 8. iceberg, Patel adds. "Wewill be taking the idea forward in many different ways in the forthcomingwork,"he informs. Patel also credits his creative team for "fleshing out theidea".In October 2002, Magic led the market, with 30% of the market share.Bharti claimed that its strategieswere one of the most ambitiousexperiments ever in the Indian pre-paid cellular telephony market.However,given the increasing competitive pressure, doubts were being expressedregarding the ability ofBhartis marketing initiatives to help Magic retain itsMagic in the future.AIRTEL BROADBANDBharti Televentures is the fixed line operator business of Airtel. In the recent branding exercise, all theservices have been offered under the Airtel brand.Data is the next driver for growth. This is clear to theoperators who have belatedly realized the implications for having a pie in all the segments oftelecommunications. Hence Bharti ventured in the broadband market.However, the main contention inthe broadband market is the price offeringwhich includes the bandwidth costs as well as the cost oflaying down thecopper wire. Typically, in the mentality of the profit making exercise, Airtelhas so farfocused only in those areas where it perceives that a huge marketis present. However, I still hold thattheir thrust should be in smaller townsand cities where BSNL would ultimately usurp their potentialcustomer base. It seems that their fancily paid MBAs haven’t really understood thesuccess of BSNL whofocused on the B and C class cities where it hasdrawn unparalleled support despite the lousy customerexperiences. This is because of the absence of any other operator.The current offerings by Airtel doesnot really enthuse a potential customer who is looking at sustained data transfer. It is the classic case ofhavingsomething better than nothing.Add to the lousy customer care that Airtel is slowly perfecting, it isstaffedwith people who usually land up in their jobs with little idea of their job profile. The so-calledTech engineers have often been unable to help acustomer who is facing issues with the connectivity. Ihave read first personaccounts for the same.AIRTEL’s ENTERPRISE SERVICESThe company is a part ofBharti Enterprises, and is Indias leading provider of telecommunications services. The businesses at Bharti Airtel havebeenstructured into three individual strategic business units (SBU’s) - mobileservices, broadband &telephone services (B&T) & enterprise services. Themobile services group provides GSM mobile servicesacross India in 23telecom circles, while the B&T business group provides broadband &telephone
  9. 9. services in 90 cities. The Enterprise services group has two sub-units - carriers (long distance services)and services to corporates. All theseservices are provided under the Airtel brand.Our Services:Voice ServicesMobile ServicesSatellite ServicesManaged Data and Internet ServicesManaged e-Data ServicesAirTel launches VQE (Voice QualityEnhancer) for the first time in Kolkata.Introducing VQE (Voice Quality Enhancer) for the first time in Kolkata.VQE is a revolutionary new systemthat spectrally reduces backgroundnoise. It eliminates acoustic echo, adjusts speech levels in bothdirectionsand does away with low or distorted speech so that every word of yours can be heard clearly,wherever you may be speaking from.The VQE technology has been sourced from Tellabs of USA, worldleadersin Voice Quality technology. Some of the prominent GSM operators usingTellabs solution in theworld are SingTel, Bell South, Telstra, BT Cell etc.The Tellabs noise reduction technology removes highbackground noisefrom the wireless side of the call thus delivering near wireline clear callqualityonmobile phones. The Tellabs 3000 series of voice-quality enhancementecho technology also eliminatesthe complexity of acoustic echo generated by digital mobiles and hands free kits.So go ahead. Expressyourself and feel the difference on Kolkatas only Non-Stop 2.5G NetworkAIRTEL SERVVICESSERVICENAMETYPE OFSERVICEDESCRIPTIONPREPAIDCHARGES(Rs.)POSTPAIDCHARGES(Rs.)Calling LineIdentificationPresentation(CLIP)Automaticonly for newacquisitionsDisplays thecallersnumber on your mobile phone screenRs. 25Dial-a-serviceAutomaticonly for newacquisitionsUserscan call to getcertain information andservice. For instance,Dial 604 for Infotel,Dial 131 for Railwayinfo.These callnumbers are availablein the phone book Rs. 2.40 per minuteRs. 2 perminuteWAPAutomaticonly for newacquisitionsdownload exclusivecontents from AirtelsWAP sitePercontentdownloadPer contentdownloadGPRS & MasalaAutomaticonly for newacquisitionsAccess
  10. 10. internet on themove and downloadexclusive contents fromAirtels WAP siteGPRS Charges- Rs 600 permonthGPRS Charges- Rs 600 per month646 CallingchargesAutomaticonly for newacquisitionsUsers cancall into thisvoice recognitionservice and listen to jokes, movie gossips,download ringtones etcRs. 6 perminutesRs. 6 per minutesVAS SMSChargesAutomaticonly for newacquisitionsContent offered bymediacompanies likeIndiatimes, Rediff,Yahoo fall into thiscategoryRs. 3 perAIRTEL NEWS•Bharti Airtel inks USD 400 million network expansion contractwith NOKIA.•Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600 crores, PBTcrosses Rs. 1,000 crores.•Bharti Airtel is amongst India’s Most Admired Knowledge enterprises in2006.•Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE.•Notice of postal ballot for seeking consent of the shareholders on schemeof amalgamation of SatcomBroadband Equipments Limited and BhartiBroadband Limited with Bharti Airtel Limited.•Bharti Airtel to Observe Silent period from October 1, 2006.PROMOTIONAL STRATEGYAfter the liberalization of the Indian Telecom Sector in 1994, the Indiancellular market witnessed a surgein cellular services. By 2005, there were atotal of 12 players in the market with the five major playersbeing BhartiTele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL),Hutchinson-Essarlimited (Hutch), Idea Cellular limited (Idea) and RelianceIndia Mobile (RIM) (Refer Exhibit I).All theplayers except RIM offered services based on the Global System for Mobile (GSM) technology. RIMprovided services based on Code DivisionMultiple Access (CDMA) technology as well as GSM.Ascompetition in the telecom arena intensified, service providers took newinitiatives to woo customers.Prominent among these were - celebrityendorsements, loyalty rewards, discount coupons, businesssolutions andtalk time schemes. The most important consumer segments in the cellular industry werethe youth segment and the business class segment. The youthsegment was the largest and fastestgrowing segment and was thereforetargeted most heavily by cellular service providers.Bharti Tele-Ventures adopted celebrity endorsement as its chief promotionalstrategy. By 2004 it emerged the
  11. 11. unprecedented leader commanding thelargest market share in the cellular service market. (Refer ExhibitII). Hutchimplemented the celebrity endorsement strategy partially, relying primarilyon its creativeadvertising for the promotion of its brand. BSNL, on the other hand, attracted the consumer through itslow cost schemes. Being a stateowned player, BSNL could cover rural areas, and this helped it increaseitssubscriber base. Reliance was another player that cashed on its innovative promotional strategies, whichincluded celebrity endorsements and attractivetalk time schemes. Idea, relied heavily on its creativemedia advertising sanscelebrities.RAHMAN TUNE CROSSES AIRTEL’SEXCLUSIVITY BARRIEROctober 04, 2002Cellular service provider AirTel seems to have hit the right note with its newcommercial starringmusician A R Rahman. The commercial which iscurrently on air has a beat which also doubles up as aringtone which isostensibly available only to AirTel users. But the interesting part is that theringtone isbeing flaunted not just by AirTel customers but by customers of rival service providers like BPL, Orangeand Dolphin as well!“We did expect the tune to catch up but this has really exceeded our expectations,”admits Bharti Cellular’s chief marketing officer (westernregion) Pratik Pota. Overall, he explains, it is agreat advertising product for AirTel and works like a “walking, talking brand ambassador.”The ringtonewhich is also the jingle for AirTel’s TV commercial, is provingto be a potent advertising tool for thecompany. It is not very clear what thismeans for the other cellular operators. Cellular users have been“forwarding”the tune to one another, which according to Mr Pota, has given AirTel achance to enter the“mind of the user” irrespective of which service he optsfor.“It gives the user a chance to go back to theAirTel product and acts as astrong reminder medium,” he explains. Marketing professionals likeSamsika Marketing Consultants’ managing director Jagdeep Kapoor point tothe usage of an “audiocelebrity” as something that is significant.“The normal practice is to opt for film stars and sportsmenrather than anaudio personality” he says.Rivals, though seemingly unfazed by the phenomenon, seem tobe doingtheir own homework on this brand of advertising. While none of themcommented on AirTel’sstrategy and its impact on their own subscriber base,one advertising professional working with a rivalservice provider opinesthat the tune is “transient” and not likely to have any long term impact as abrand building tool.Being the latest entrant in the Mumbai circle, AirTel has had to find ways of cuttingthrough the clutter.Says Mr Kapoor,” AirTel will have try to find ways to attract new customersandconvert the existing ones.” Explaining that the usage of an audiocelebrity was more “strategic than
  12. 12. tactical”, he adds that non-AirTel userswill have the AirTel “brand experience” inspite of not using theservice.While Mr Pota highlights the fact that the usage of the tune by other operators means“free advertising” for AirTeland the users having a positive disposition towards the product, the nature of reaction fromcompetitionremains unclear.“Competition will not do well to adopt a knee jerk reaction and will have tocome outwith advertising that is well thought out” explains Mr Kapoor. Heanticipates a situation where the newentrant (AirTel) will continue to bemore aggressive.TENDULKAR & SHAHRUKH.Both Tendulkar and King Khan already share the frame for soft drinks majorPepsiCo India. Tendulkar is not the first cricketer to endorse Bharti’s Airtel brand. Indian captain SauravGanguly had done so when Airtel launched itsservice in the eastern metropolis of Kolkata in2001.Though company executives were mum on the value of the Tendulkar deal,those in the advertisingfraternity peg the signing rate for the three-year dealanywhere between Rs 8 crore and Rs 10 crore.BothSachin and Shah Rukh are two of the most sought after celeb endorsersin the country, with the formeredging out the latter in the celeb endorsementrace. The Master Blaster’s portfolio includes brands likeColgate Pamolive,ESPN-STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas andBritannia. Theleading brands endorsed by Khan include Hyundai, Pepsi,Airtel, Tag Huer, Clinic All Clear, Bagpiper andVideocon, among others.According to company executives, the idea of roping in Tendulkar is in linewiththe group’s strategy to connect to the mass market through celebendorsers from movies, cricket andmusic. “For mass connect, Shah Rukhand Sachin are the best bet as brand endorsers,” says a seniorcompanyexecutive. Bharti plans to launch a multimedia campaign targetting itsservice at the massmarket.OBJECTIVEThe objective of my project report is to study the advertising strategy of AIRTEL Cellular service and itseffect on mobile users existing and who aregoing to use mobile service in future. In other words, my aimis to study theAdvertising Effectiveness of AIRTELCellular service.DATA SOURCESData is collected from both the Primary sourcesi.e.questionnaire and alsofrom Secondary sources.Primary sources:The primary source of data collection isthrough questionnaire. Thequestionnaires are distributed among 35 peoples and their view is
  13. 13. recordedand used in analyzing the dataSecondary sources :The secondary sources includes online sites,newspapers and templates fromAIRTEL distributions centers and AIRTEL Customer Care.People know about AIRTEL cellular service through 30 % Friends 70% Advertisements 5% Other Sourcesfriendsadvertisementsother sourcesFeature of AIRTEL forced people to use AIRTEL is 35% Advertisements 20% Connectivity10%Schemes35%GoodwilladvertisementconnectivityschemesgoodwillPeople’s first choice of cellular service when they want to use mobile phoneAIRTEL 45%HUTCH 30%IDEA8% RELIANCE 10% TATA INDICOM 5% OTHERS 2%AIRTELHUTCHTATA INDICOMRELIANCEIDEAOTHERSFeature of AIRTEL is better than the people’s previous cellular service.Advertisements 25% Connectivity60% Schemes 15%ADVERTISEMENTSCONNECTIVITYSCHEMESAIRTEL users in people’s phone book Less than 30% : 15%30% - 70% : 25%More than 70% : 60%0-3030-7070-100Type of advertisement mostly like by people in AIRTEL isAudio Visual:85%Print:2%Audio:13%Audio VisualPrintAudioCelebrity liked by people very much in AIRTELSachin :55%Shahrukh:38%Kareena:2%A. R. Rehman:5%SACHINSHAHRUKHKAREENAA.R. REHMAANPeople take benefits of schemes offered by AIRTELYES:85% NO:13%CAN’T SAY:2%YESNOCAN’T SAYPeople like most in AIRTEL is NOKIA + AIRTEL:86%AIRTEL MAGIC:5%Postpaid services:8%AIRTELBroadband:1%NOKIA + AIRTELAIRTEL MAGICPostpaid servicesAIRTEL BroadbandService liked by people most in AIRTEL is AIRTEL missed you service:63%Ring tones:15%Hello tunes :22%AIRTEL missed youserviceRINGTONESHELLOTUNESPeople participate contest offered by AIRTEL like BID TO WIN, LI’LCHAMPSYES:72% NO:28%YESNOType of recharge cards liked by peopleMore talk time:23%More validity:15%Both :62%More talktimeMore validityBothAIRTEL is #1 in IndiaYes:95% No:5%YesNo
  14. 14. CONCLUSIONThe conclusion of my study is that AIRTEL’s Advertising has a major impact its users. People like itsschemes very much .AIRTEL had created avery good image on the mind of the new users of cellularservice. AIRTELhas adopted a very good strategy by providing a new connection with NOKIA who ismarket leader in mobile set, many new users buy Nokia setsand they get a free connection of AIRTEL.AIRTEL is successful incapturing the highest market share by adopting Celebrity EndorsementStrategy.A.R. Rehmaan’s tune for AIRTEL worked as free advertising for AIRTEL as another service user uses it too.Other celebrities like ShahrukhKhan (bollywood) and Sachin Tendulkar (Cricket) has also contributedverymuch in AIRTEL.RECOMMENDATIONSBy virtue of its connectivity and advertising strategy AIRTEL is successfulin grabbing the highest marketshare in India, but there are still somerecommendations from my study point of view is that AIRTELneeds tomake its network service more stronger than other service providers todominate the market infuture too.AIRTEL should introduce cheaper recharge cards than the other because its competitorHUTCH had introduced it.AIRTEL should sign more celebrities from cricket and bollywood.BIBLIOGRAPHYON-LINE WEBSITE :.oWWW.GOOGLE.CO.INoWWW.AIRTEL.COM NEWSPAPERS:oTimes of India (15 Oct 2006- 2 Nov 2006)BOOKS:oMarketing Management, Dr. S.L. Varshney andDr. R.L. Gupta, Third Revised Edition,Sultan Chand andSons.QUESTIONNAIRENAME: ……………………………………………ADDRESS: ……………………………………………OCCUPATION:…………………………………………….CELLULAR SERVICE USED:…………………………………………….If AIRTEL thanproceed further 1.How did you know about AIRTEL cellular service? Friends Advertisements Other
  15. 15. Sources2.Which feature of AIRTEL forced you to used AIRTEL ? Advertisements ConnectivitySchemesGoodwill3.Which was your first choice of cellular service when you want to usemobile phone?AIRTELHUTCH IDEARELIANCE TATA INDICOMOTHERS4.Which feature of AIRTEL is better than your previous cellularservice?Advertisements Connectivity Schemes5.How many AIRTEL users in your phone book?Less than30%30% - 70% More than 70%6.Which type of advertisement you most like in AIRTEL?AudioVisualPrintAudio7.Which celebrity you like very much in AIRTEL?Sachin Shahrukh KareenaA. R.Rehman8.Have you take benefits of any scheme offered by AIRTEL?YESNO9.Which you like most inAIRTEL? NOKIA + AIRTELAIRTEL MAGICPostpaid servicesAIRTEL Broadband10.Which service you likemost in AIRTEL?AIRTEL missed you serviceFree RingtonesFree Hello tunes11.Do you participate contestoffered by AIRTEL like KBC-2 & IndionIdol-2?YESNO12.Which type of recharge cards you like most?Moretalktime
  16. 16. More validityBoth (i.e. Post paid)13.According to you is AIRTEL is #1 in India?YesNo

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