Airtel is India's largest telecommunications company with over 303 million subscribers. It offers services including mobile, broadband, television, and landline. Airtel has a large market share in Aizawl, Mizoram, with over 222,000 subscribers. A survey of 158 Airtel customers in Aizawl found that internet access and call rates were the most common reasons for choosing Airtel, followed by network coverage and brand loyalty.

1. Submitted By,
Zothantluanga
MBA(DMS), Sec - B
Under the Guidance of
Dr.M.Basheer Ahmed Khan
Senior Professor
Dept. of Management Studies
Pondicherry University
“A study on Airtel Marketing Analysis in Aizawl”

2. Founded : 7th July 1995
Founder, Chairman & Group CEO : Sunil Bharti Mittal.
Industry : Telecommunication
Headquarter : Bharti Enterprises Ltd.
Bharti Crescent, 1, Nelson Mandela
Road
Vasant Kunj, Phase II, New Delhi
India. – 110 070.
Tel. No : +911146666100, +911142666500
Fax No : +91114166-6137
Product offered : Fixedline Telephony,
Mobile Telephony,
Broadband and fixed-line Internet ,
Digital Television, & IPTV
Total revenues : ₹ 940 billion (US$15 billion)
Operating in : 20 countries across Asia, Africa and
channel Islands.
Rank : 3rd largest mobile operator in the world
in term of subscribers.
Subscriber : 303.10 (millions) connections
Number of employees : 30,000 people approx.
Company Profile

3. RESEARCH METHODOLOGY
RESEARCH DESIGN
Research type : Descriptive
Analysis tools : Statistical
Collection of data
 Primary data : Through schedule.
 Secondary data : Through magazine, journals,
internet and articles.
Sampling method : Random sample method

4. SAMPLING
Sample size : 158
Target Population : All the consumer who use
mobile in Aizawl city region.
Sample unit : Every respondent of study
chosen by convenient sampling
from population.
 Sampling area : Aizawl, Mizoram, India

5. OBJECTIVE OF THE STUDY
To identify the difference between market performance of Airtel and other
telecommunication industry.
To study customer buying behavior and factors which influence the purchase decision
process
To know how the company has been successful in encountering the aggressive
marketing strategies of competitors.
To find out the market share of Airtel.
To know the features that attracts the customer to subscribe to Airtel.

6. Over view of the Company

7. Group Company wise % market share (Subscribers) - June 2015
Sl. No. Name of Company Total Sub Figures
Additions in June
2015
% Market Share
% Growth over
previous
month
1 Bharti Airtel 230,661,666 1,219,259 32.02% 0.53%
2 Vodafone 185,383,971 394,570 25.73% 0.21%
3 IDEA 162,079,695 1,620,151 22.50% 1.01%
4 Aircel 83,049,808 314,454 11.53% 0.38%
5 Telewings 48,130,823 417,339 6.68% 0.87%
6 Videocon 7,610,083 154,452 1.06% 2.07%
7 MTNL 3,460,451 15,633 0.48% 0.45%
All India 720,376,497 4,135,858
Over view of the Company

8. 1.HDFC Bank $ 9.4 billion
2.Airtel $ 8.2 billion
3.State Bank of India $ 6.8 billion.
4.ICICI Bank $ 3.5 billion.
5.Bajaj Auto $ 3 million.
Top 5 Most Valuable Indian Brands in 2015

9. All India GSM (Global System for Mobile Communications)
Subscriber
(source: industry body COAI)
GSM SUBSCRIBER FIGURE JUNE-2015 (India)
1) Total number of GSM Subscriber as of June 2015 - 720.38 million
2) The GSM Subs increased by 4.14 million in June 2015
3) Maximum GSM Subs - Airtel - 230.66 million
4) Maximum GSM Subs for the Circle - UP ( E ) - 64.80 million
5) Maximum Subscriber additions for the Operator- Idea - 1.62 million
6) Maximum Subscriber additions for the Circle - Bihar & Jharkhand - 0.81 million

10. BSNL loses 2 crore subscribers in 2014-15
According to an official in the Department of Telecom, BSNL lost about 1.78 crore
wireless and over 20 lakh wireline subscribers between March 2014 and March
2015.
BSNL
others
Vodafone
Aircel
Airtel
20 lakh
subscriber

11. Airtel Marketing Analysis in Aizawl

12. Circle NESA
Zonal Sales Manager
Zonal Business Manager
Territorial Manager
Field Sales Executive
Retailer
Distributor
Customer Customer Customer Customer
CEO
CSD Head GM Sales Marketing SCM
(Mizoram, Tripura, Barak Valley, Manipur, Naga, Meghalaya)
(South Mizoram, Champhai, Aizawl, Kolasib, Aizawl-Serchhip )

13. Distributors in Aizawl
1. M&M Distributor (Treasury Square)
2. LRT Distributors (Chaltlang)
3. PEMARIN (Post paid Distributor, Chanmari)
4. VEES Distributor (Chanmari)

14. Tower site of airtel in Mizoram
Bharti Airtel has 183 mobile tower in Mizoram out of these there are
74 Airtel tower in Aizawl.
Launching mobile tower is very costly and they used to spend Rs.10
lacks for one tower.

16. SWOT Analysis
Strengths
1) Renowned Telecom company
2) High Brand Equity
3) Extensive infrastructure
4) Strategic Alliances
5) Torchbearer of the telecom Industry

17. SWOT Analysis
Weakness
1) Outsourced Operations
2) High Debt

18. SWOT Analysis
Opportunities
1) Strategic Partnership
2) Market Development
3) VAS(Value Added services)
4) LTE / 4G

19. SWOT Analysis
Threats
1) Competition
2) Government Regulatory Framework
3) MNP (Mobile number portability)

20. 34.29
21.24
11.57
14.97
60.75
47.76
51.65
37.91
47.14
21.27 20.03
14.64
40.17
64.80
42.25 41.03
37.75
5.02
57.93
18.31
14.01
8.33 7.54
-
10.00
20.00
30.00
40.00
50.00
60.00
70.00
Delhi
Mumbai
Chennai
Kolkata
Maharashtra
Gujarat
A.P.
Karnatka
T.N.
Kerala
Punjab
Haryana
U.P.(W)
U.P.(E)
Rajasthan
M.P.
W.B.&A&N
H.P.
Bihar
Orissa
Assam
N.E.
J&K
Circle-wise: Number of GSM Subscribers in India as of June 2015 (in millions)
DATA INTERPRETATION &
ANALYSIS

21. 0.23
0.13
0.17 0.19 0.17 0.16
0.39
0.49
-0.28
0.12 0.10 0.07 0.08 0.05
0.22 0.23
0.44
0.03
0.81
0.17 0.15
0.08
-0.05
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
Delhi
Mumbai
Chennai
Kolkata
Maharashtra
Gujarat
A.P.
Karnatka
T.N.
Kerala
Punjab
Haryana
U.P.(W)
U.P.(E)
Rajasthan
M.P.
W.B.&A&N
H.P.
Bihar
Orissa
Assam
N.E.
J&K
Circle-wise : Number of GSM Subscriber Additions in June 2015 (in millions)

22. NO OF MOBILE PHONE CONNECTION IN MIZORAM
2012-13 2013-14 2014-15
Pre-Paid 212411 266588 269040
AIRCEL Post Paid 840 805 810
Total 213251 267393 269850
Mobile Tower 100 114 117
Pre-Paid 280000 310000 362500
Post Paid 7200 7800 8100
AIRTEL TOTAL 287200 317800 370600
Mobile Tower 175 180 183
Pre-Paid 17000 20000 22000
RELIANCE
Post Paid 2000 1500 1000
TOTAL 19000 21500 23000
Mobile Tower 75 75 75
Pre-Paid 72169
VODAFONE
Post paid
TOTAL 72169
Mobile Tower
Pre-Paid 5082 8665 14910
Post Paid 51 16 -
IDEA
TOTAL 5133 8681 14910
Mobile Tower 1 1 1
Pre-Paid 173698 125702 130000
Post Paid 21378 21558 21347
Landline 46716 20648 19043
BSNL TOTAL 195076 147260 170390
Mobile towers 171 172 170
NO OF MOBILE PHONE CONNECTION
IN MIZORAM

23. 1 2 3 4 5
Series1 213251 287200 19000 5133 195076
Series2 267393 317800 21500 8681 147260
Series3 269850 370600 23000 14910 170390
0
50000
100000
150000
200000
250000
300000
350000
400000
AxisTitle
Aircel
airtel
reliance idea
bsnl
2013 2014 2015 2013 2014 2015
2013 2014 2015
2013 2014 2015
2013 2014 2015
Mobile subscriber growth rate in Aizawl areas

24. 44%
21%
4%
18%
2% 11%
aizawl
1 2 3 4 5 6
40%
19%
2%
29%
2%
8%
Mizoram1 2 3 4 5 6
Mobile phone Subscriber
Aizawl Mizoram
Airtel 222360
370600
BSNL 105529 170390
Reliance 20300 23000
Aircel 90659 269850
Idea 12652 14910
Vodafone 54078 72169
Total 505578 920919
Vodafone
BSNL
Airtel
Idea
Aircel
Reliance
Vodafone
BSNL
Airtel
Idea
Aircel
Reliance

25. Airtel Market in Aizawl
distributor day month
post paid Pemarin 800,000 2,00,00,000
prepaid VEES 3,48,000 87,00,000
prepaid M&M 7,60,000 1,90,00,000
prepaid LRT 3,60,000 90,00,000
TOTAL 14,68,000 3,67,00,000
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1 2 3 4
Income(inRs.)
Distributor
Distributor in Aizawl
Series1
35%
15%
34%
16%
Income % Per Month
1 2 3 4
LRT
VEES
Pemarin
M&M
LRTVEES
Pemarin
M&M

26. GENDER
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
MALE 89 56.3 56.3 56.3
FEMALE 69 43.7 43.7 100.0
Total 158 100.0 100.0
0
20
40
60
80
100
120
140
160
1 2 3
Series1 89 69 158
AxisTitle
Gender
56%
44%
Gender %
1 2
MaleFemale
Male
Total
Female

27. Age Group Q1.
Frequenc
y
Percent Valid Percent Cumulative
Percent
Valid
BELOW 20 58 36.7 36.7 36.7
20-30 58 36.7 36.7 73.4
30-40 17 10.8 10.8 84.2
40-50 20 12.7 12.7 96.8
ABOVE 50 5 3.2 3.2 100.0
Total 158 100.0 100.0
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6
Series1 58 58 17 20 5 158
AxisTitle
Age Group
37%
37%
11%
12%
3%
Age group
1 2 3 4 5
> 20 yrs 20-30yrs
30-40 yrs
40-50 yrs
total
< 50 yrs

28. Q2. Occupation
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
BUSINESS 21 13.3 13.3 13.3
PROFESSIONAL 15 9.5 9.5 22.8
GOVERNMENT
EMPLOYEES
25 15.8 15.8 38.6
STUDENT 97 61.4 61.4 100.0
Total 158 100.0 100.0
0
20
40
60
80
100
120
140
160
1 2 3 4 5
Series1 21 15 25 97 158
AxisTitle
Occupation
13%
10%
16%61%
Occupation
1 2 3 4
Business
Professional
Govt.
employees
Student
total

29. 3.Telecommunication service (Q2 * Q3 Crosstabulation)
Q3 Total
AIRTEL VODAPHO
NE
IDEA AIRCEL BSNL
Q2
BUSINESS 13 5 0 2 1 21
PROFESSIONAL 10 3 0 2 0 15
GOVERNMENT
EMPLOYEES
23 0 0 1 1 25
STUDENT 47 22 8 19 1 97
Total 93 30 8 24 3 158
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6
Series1 93 30 8 24 3 158
AxisTitle
Telecommunication
13%
10%
16%61%
Occupation
1 2 3 4
Airtel
vodafone
Idea
Aircel
BSNL
total

30. 4.Services (Q4 * Q3 Crosstabulation)
Q3 Total
AIRTEL VODAPHONE IDEA AIRCEL BSNL
Q4
PREPAID 76 29 8 24 3 140
POST PAID 17 1 0 0 0 18
Total 93 30 8 24 3 158
0
20
40
60
80
100
120
140
160
1 2 3
Series1 140 18 158
AxisTitle
Prepaid/Postpaid
Post paid
Pre paid
total

31. 6.Reason of using Airtel than other (Q1 * Q6 Cross tabulation)
Q6 Total
No
respons
e
INTERNE
T
CALL RATE NETWORK
COVERAGE
BRAND
LOYALTY
ADVERTISE
MENT
Q1
BELOW
20
30 20 2 4 2 0 58
20-30 22 18 5 7 5 1 58
30-40 9 3 1 1 3 0 17
40-50 8 1 1 5 5 0 20
ABOVE
50
0 0 3 1 1 0 5
Total 69 42 12 18 16 1 158
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6 7
Series1 42 12 18 16 1 69 158
AxisTitle
Reason of using Airtel than other
internet
Call rate
Network
coverage
Brand
loyalty
Advertisement
total
No response

32. 9.Average money spending per month (Q2 * Q9 Crosstabulation)
Q9 Total
No
response
LESS
THAN 100
100 -
200
200 - 300 MORE
THAN 300
Q2
BUSINESS 7 1 5 3 5 21
PROFESSIONAL 6 0 4 3 2 15
GOVERNMENT
EMPLOYEES
4 1 0 1 19 25
STUDENT 52 13 18 12 2 97
Total 69 15 27 19 28 158
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6
Series1 15 27 19 28 69 158
AxisTitle
Average money spending per month
> 100
100-200
200-300
< 300
No response
total

33. 10.Advertisement (Q1 * Q10 Crosstabulation)
Count
Q10 Total
noresponse AUDIO
VISUAL
PRINT AUDIO
Q1
BELOW
20
30 10 12 6 58
20-30 22 9 25 2 58
30-40 9 0 7 1 17
40-50 8 0 12 0 20
ABOVE
50
0 0 5 0 5
Total 69 19 61 9 158
0
20
40
60
80
100
120
140
160
1 2 3 4 5
Series1 19 61 9 69 158
AxisTitle
Advertisement
Audio visual
print
audio
No response
total

34. 11. A. Customer Satisfaction on Call rate (Q11A * Q1 Crosstabulation)
Q1 Total
BELOW
20
20-30 30-40 40-50 ABOVE
50
Q11A
No
response
30 22 9 8 0 69
EXCELLENT 1 2 2 6 4 15
GOOD 13 24 5 6 1 49
FAIR 10 8 1 0 0 19
POOR 4 2 0 0 0 6
Total 58 58 17 20 5 158
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6
Series1 15 49 19 6 69 158
AxisTitle
call rate
excellent
good
fair
poor
No response
total

35. 11.C. Customer Satisfaction on Internet Services (Q1 * Q11C Crosstabulation)
Q11C Total
No
response
EXCELLENT GOOD FAIR POOR
Q1
BELOW
20
30 6 12 4 6 58
20-30 22 8 16 7 5 58
30-40 9 1 6 0 1 17
40-50 8 2 7 2 1 20
ABOVE
50
0 0 2 3 0 5
Total 69 17 43 16 13 158
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6
Series1 17 43 16 13 69 158
AxisTitle
Internet Services
excellent
good
fair
poor
No response
total

36. 1. Most of the respondents of Airtel user prefer to used pre-paid service than
postpaid
2. Most of the respondents came to know about Airtel through friends /family.
3. Nearly 41 percent of respondents are attracted because of the brand and the 30
percent towards network coverage.
4. Most of the respondents need improvement in service.
6. 55% respondents are ready to subscribe the lifelong plan.
FINDINGS

37. 1. Customers want the company to take feedback regarding services and inform the
about new tariff plan charges
2. Customers want more improvement in service.
3. Airtel should give more advertisement through Television newspapers and should pace
more hoarding and billboards.
4. Call clarity should be improved.
5. Network should be expanded to rural areas also.
6. Airtel must improve their personnel selling and direct contacting to provide
customers full knowledge about their products.
SUGESSTIONS

38. After analyzing the findings of the investigation, I can conclude that Airtel lagged behind
its challengers as far as customer facility and availability is anxious. The maximum no. of
people who use airtel is in the age group of below 30. So, Lapu is the most popular type
of recharging.
From the evaluation and weighty analysis of every aspect of business of both the
companies we can conclude that Bharti Airtel has to more work in every field of
communication business.
CONCLUSION

39. Thank You