Snehil Shreya

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ICFAI Business School (IBS) – Pune [2019-21]
A REPORT
ON
“STUDY ON ENGAGING AND IMPROVING EXPERIENCE
OF WAITING CUSTOMERS WITH RESPECT TO AIRTEL”
BY
SNEHIL SHREYA
19BSP2832

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A REPORT
ON
“STUDY ON ENGAGING AND IMPROVING EXPERIENCE
OF WAITING CUSTOMERS WITH RESPECT TO AIRTEL”
BY
SNEHIL SHREYA
19BSP2832
AIRTEL
A report submitted in partial fulfilment of
the requirement of
PGPM Program of
IBS PUNE
Distribution List: -
Dr. Pallvi Vadehra (Faculty Guide)
Mr. Shamshuddin Mulla (Company Guide)
Mr. Arshad (store manager)
Date of submission- 20th
May 2020

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ACKNOWLEDGMENT
I have taken sincere efforts in completing this project. However, it would
not have been possible without the kind support and help of industry
guide and faculty guide. I would like to extend my sincere thanks to all of
them.
I am highly indebted to Mr. Shamshuddin Mulla, my industry guide
who not only taught me functional knowledge but also helped me to be
a better human being and Dr. Pallvi Vadehra, my faculty guide for her
guidance and constant supervision as well as for providing necessary
information regarding the project and also for the support in completing
the project.
I would like to express my gratitude towards my parents and members
of Airtel for their kind co-operation and encouragement which help me
in the completion of this project.
My thanks and appreciations also go to my colleague in developing the
project, respondent, people who have willingly helped me out with their
abilities.
Yours’s Sincerely
Snehil Shreya

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TABIE OF CONTENTS
Cover page 1
Title page 2
Acknowledgement 3
List of tables and illustrations 6-7
Executive Summary 8-13
CHAPTER 1: INTRODUCTION 14-15
 Acquisition &Mergers 16-17
 Market share & size 18-19
 Abstract 20
 Purpose 21
 Scope 21
 internship Scheduled 22
 Objective 23
 Limitations 24
CHAPTER 2: COMPANY PROFILE 25-27
 Organization Structure 28-31
 Vision 32
 Mission 32
 Products & Services (B2B, B2C) 33
 Competitors 34-35
 STP of Airtel 36-37
 SW0T Analysis of Airtel 38-40

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CHAPTER 3: RESEARCH METHODOLOGY 41-42
 Research Design 42
 Research Approach 42
 Sample selection 43
 Project overview 43
 Data collection method 43
 Primary Research 43
 Secondary Research 43
CHAPTER 4: MAIN TEXT 44-45
 SIP Proposed 46-47
 SIP Description 48
 Methods used for training 48
CHAPTER 5: DATA INTERPRETATIONS AND ANALYSIS 49-58
CHAPTER 6: APPENDICES 59-63
CHAPTER 7: FINDINGS 64
CHAPTER 8: MANAGEMENT LEARNINGS 65-66
CHAPTER 9: CONCLUSION 67-68
CHAPTER 10: BIBLIOGRAPHY & REFERENCE 69-70

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LIST OF TABLES AND ILLUSTRATIONS
Questions Table number
Age Groups 1
Occupation 2
Gender 3
How did you get to know about
Airtel
4
How did you get to know about
Airtel
5
Which of the following features
made you opt for Airtel or switch
your network to Airtel
6
7
8
9
What you dislike the most
whenever you go to Airtel Store
10
How much you feel satisfied
whenever you interact with Airtel
11

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employees for your problems and
queries
Do you ever feel that the Airtel
employees had not treated you
well at store
12
Are you happy with us? How will
you rate our services
13
In what aspects you are satisfied
with Airtel
14
In what aspects you are satisfied
with Airtel
15

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EXECUTIVE SUMMARY
Name- Snehil Shreya Enrollment no-19BSP2832
Industry type- Telecommunication
Company name- Airtel
Address- MG road near SGS mall, modedina Road, Camp Pune
Title of S.I.P Report – STUDY ON ENGAGING AND IMPROVING
EXPERIENCE OF WAITING CUSTOMERS WITH RESPECT TO AIRTEL
THE OBJECTIVE OF THE SIP-
Primary objective
 To understand the current methodology, use by them within the
company.
 To increase the net promoter score within the store.
 to provide awareness and pitching of “one Airtel plan” among the
existing and new customers.
 To increase the uses of digital assets (like xtreme box, wynk music
etc.) available in the store.
Secondary objective
 To analyze and understand the walk-in of the store based on data
provided by the customers by entering their information in the
kiosk application on daily basis.
 To check the feasibility of internet in the proposed location.

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 To match the Aadhar card of customers with their face and check
the originality of it.
 To increase the market penetration and grab the market share
with respect to its competitors and promoting a new product
through pitching about the features and benefits
BACKGROUND
Bharti Airtel is a public company known as Airtel and it is a global
telecommunication services. It was founded on 7th
July 1995. It operates
in 18 different countries. Its headquarter is in New Delhi. It was founded
by Sunil Bharti Mittal. It is the third largest mobile operator network in
India and second largest mobile network in the world. It has 411.42
million subscribers all globe across. Its IT system is provided by Amdocs.
The current CEO & MD of the company is Gopal Vital. It has a market
share of 30% all over India.
My work was to promote the company product by doing marketing
through customer advocacy Our Main Objective of the company is
market penetration which means the activity of increasing the market
share of an existing product, or promoting a new product through
strategies.
I was first introduced with the concept of CREDO. Since every morning,
in every stores credo has read with all the members working in the
stores. This is done during hurdle time from 9:30AM to 10:30AM in which
all the CROs and store manager discusses the problem and motivate each
other’s to perform better by appreciating on someone putting their
efforts and hard work. I got to know that this is the techniques which
allows them to works properly with full enthusiasm and optimistically.

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Secondly I got to know and work on Quidini. Every time whenever
customers is coming to store, my responsibility was to issue a token for
them and provide a specific number so that they can go for a counter
accordingly. It is a method which allows them to not wait for so long. It
is not given to those customers who has come for bill payments. For
generating the token there is an application called Quidini kiosk
application. There are three types of issuing quidini -
1. Expresso- This is given to those customers who has come to store
for taking new sim, for porting the sim, changes of sim, sim changes,
etc.
2. Service- This is given to those customers who has come for lost sim
changes, upgradation of sim i.e. updating of sim and has come to
update their postpaid sim or prepaid sim or has come for adding
more numbers to it.
3. VIP- This is given to platinum customers who has a plan above rs.499
and come for postpaid connection or taking postpaid connection,
for taking family plans, army officers, high profile customers, this is
basically given to them so that they don’t have to wait in a queue
and can directly go to the service desk for their queries and
problems.
It helps it to analyze the average walk-in of customers on a regular basis
as well it tells about how much customers have attended and how much
customers have left out from stores.
Thirdly, my store manager had introduced me with concept of EZETAP,
SOP, RECONV, GAD, MNP, SIM SWAPPING, Siebal communication, E-CAF,
NPS, OYC etc. After taking theoretical knowledge I had work on these
things which include On system works which include performance of
Airtel friends, their knowledge test, learning nuggets, etc. I got to work
on process of quidini, changed the sim from prepaid to postpaid,

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postpaid to prepaid, sim swapping, activation of new connection,
updating of sim, provided the new sim to the customers who had lost
their old sim. BY doing these practically I get to know which all
documents are necessary and required for taking any connection of
Airtel.
Fourthly, I had worked on escalation matrix in which my roles was to
collect the problems which were facing by the CROs (customer
representative officer) which were not possible to resolve at store and
send an E-mail to the head office through Microsoft outlook and to
resolve the problem of them. It was 7 matrix’s levels i.e. if the problem
will not solve at level 1 it will move forward to level 2 and so on till the
solution of that problem will not be found. Apart from doing this on daily
basis i also worked on DCR i.e. collecting all the money on daily basis
which were came from kisosk payment machine and from counter and
synchronized it to check whether the closing balance is equal to opening
balance so that a transfer all the money in bank.
Fifthly, I worked on NPS i.e. net promoter score and on reducing
detractors. NPS implies on whosever customers are coming to the store,
a representative has a duty to give them a better service and after that
my role was to engage the customers when the services have been given
to them and inform them that after 25 minutes they will get the message
regarding rating of the representative who had serve them and tell your
experience according to what you like or dislike in the service, work done
related, the aura of the store and how well the Airtel friends had been
treated. So my work was to explain them the importance of NPS and how
to use it so that they can use it wisely and effectively. Their response
decides the increase and decrease of NPS. The higher the satisfaction of
customers the higher will be the NPS and vice versa. Airtel focuses on
increasing the net promoter sale and reducing the detractors as more

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positive number of net promoter sale will lead to increase the detractors
which affects the position of particular stores.
Sixthly, apart from all that work I had attended all the customers on daily
basis and tried to solve their queries by pitching them best plans and
offers according to their need and wants. By interacting to them I get to
know all the problems of a customers which they were facing in Airtel.
At the first week of march the company had introduced “one Airtel
plan”. I worked with them in arranging the theme of stores, vouchers and
checked the presentation of pitching of the new product from every
employee since before 2 weeks from the launch date. Apart from it I
made a presentation of all the Airtel friends so that they can understand
the new product in much effective and efficient way. I had also
advertised the company new product by telling about that product to
those customers who were coming in the stores and through the calls.
After the products has launch, I worked on pitching that product to new
and existing customers as well as COCP and COIP customers. COCP
stands for company owned company paid i.e. to sell in bulk to the
company owner and they will be liable to pay the bills for bulked
connection. COIP stands for company owner individual paid connection
in which company reimburse the bills for its employees. For this, I have
called the customers on call and off call and pitched about the new
products and convert them into positive results.
RESEARCH METHODOLOGY
During the entire project sequence, I have used combination of
qualitative methods and quantitative methods for better understanding
of project entitled.

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Apart from this I have used survey methodology by
calling few persons on call and taken their response towards Airtel and
made a google form for some customers. By taking the response from
them it helped me to understand the insights problem of customers and
for analyzing the data.
RESEARCH DESIGN
CAUSAL REASERCH- Causal research is mainly used to explore ideal
standard of causation requires that one variable always causes another.
It is used to add more of the body of knowledge, I help in gathering in-
depth knowledge about a specific problem or opportunity. It helps in
defining the research problem more precisely and helps in
understanding the cause of problem.
FINDINGS
 While doing an in-depth research on improving customer satisfaction
I have discovered the below listed findings:
 many customers want the postpaid sim but due to improper
knowledge or trust they don’t prefer to take it.
 Most of the high value customers are facing issue regarding feasibility
of network as it has found that at many places the Airtel feasibility
network is poor or not available mostly at outer cities.
 Those people who belongs to middle class they require the internet
connectivity but due to slightly high price in compare to its
competitor jio the people are going towards it and preferring them
over Airtel.

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CHAPTER: 1
INTRODUCTION

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INTRODUCTION
Bharti Airtel is a public company known as Airtel and it is a global
telecommunication services. It was founded by Sunil Bharti Mittal.
Telecommunication refers to transfer of signals, messages, information,
from one person to another person. It connects the peoples sitting from
anywhere. It was founded on 7th July 1995. Airtel is a service company
which is situated in Delhi. It is diverged in 18 other countries including
south Africa, Asia and channel island. It is the third largest mobile
telecommunication operator in the India after Jio and Vodafone and
second largest mobile network in the world. It has 411.42 million
subscribers all globe across. Its IT system is provided by Amdocs. The
current CEO & MD of the company is Gopal Vital. Its market share is 29%.
By the early 1990s, Bharti was making fax machines, cordless phones and
other telecom gear. The total number of employees working which the
Airtel is 14818 as of 2019.
 The products offered by Airtel are-
 Mobile phone
 Broadband
 Digital television (DTH)
 Internet television
 Satellite television
 Fixed line telephone
 WIFI Dongle

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 Its subsidiaries are-
 Airtel India
 Airtel digital TV
 Airtel payments bank limited
 Airtel Africa
 Wynk Music
ACQUISITIONS AND MERGERS
Recent changes in telecommunication are that there have been a lot of
investment going on as well as increase in development areas. The
subscriber base is increasing day by day. Recently Vodafone had merged
with idea. Reliance limited has merged with Aircel. In May 2008, Airtel
had taken 100% stake of MTS Group which would be the largest overseas
acquisition ever by an Indian firm. Bharti Airtel completed its
$10.7 billion acquisition of African operations from Kuwaiti firm on 8
June 2010, making Airtel the world's fifth largest wireless carrier by
subscriber base. The net profits dropped by 41% from US$470 million in
2009 to US$291 million 2010 due to a US$188 million increase in radio
spectrum charges in India and an increase of US$106 million in debt
interest. In 2010, Warid Telecom sold a majority 70.90% stake in the
company to Bharti Airtel for US$300 million. The Bangladesh
Telecommunication Regulatory Commission approved the deal on 4
January 2010. Bharti Airtel Limited took management control of the
company and its board, and rebranded the company's services under its
own "airtel" brand from 20 December 2010. Warid Telecom sold its
remaining 30% share to Bharti Airtel's Singapore-based concern Bharti

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Airtel Holdings Limited in March 2013. On 2 January 2017, Airtel had
entered into discussions with Telenor India to acquire the latter. Airtel
announced that it had entered into a definitive agreement to acquire
Telenor. As part of the deal, Airtel had acquired Telenor India's assets
and customers in all seven telecom circles that the latter operates in -
Andhra Pradesh, Bihar, Maharashtra, Gujarat, Uttar Pradesh (East), Uttar
Pradesh (West) and Assam. On October 2017, Bharti Airtel announced
that it would acquire the consumer mobile businesses of Tata
Teleservices Ltd (TTSL), Tata Docomo and Tata Teleservices Maharashtra
Ltd (TTML) in a debt-free cash-free deal. On 29 August 2018, Bharti Airtel,
got its shareholders approval for the merger proposal with Tata
Teleservices. On 17 January 2019 NCLT Delhi gave final approval merger
between Tata Docomo and Airtel.
Airtel's proposed acquisition of consumer mobile business of Tata
Teleservices and Tata Docomo has got Dot's nod for further approval
according to CCI. The Department of Telecom (DoT) has given approval
for the merger of Tata Teleservices (TTSL) with Bharti Airtel, subject to
the condition that the Bharti Airtel firm furnishes Rs 7,200 crore worth
bank guarantee. On November 2017, Tata Teleservices mobile
customers had started transitioning to the Airtel's network.On July 1,
2019, The consumer mobile business of Tata Teleservices has become
part of telecom operator Bharti Airtel.
 FACTORS AFFECTING INCREASE IN MARKET VALUES ARE -
 Technological development
 Economics growth
 Government initiatives
There are also some reason which are affecting telecommunication
industry. These reason are-

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 Security issue
 Adoption of internet
MARKET SHARE AND SIZE
The number of internet subscribers in the country increased at a CAGR
of 45.74 per cent during FY06-FY19 to reach 636.73 million in 2018-19.
Total wireless data usage in India grew 119.00 per cent year-on-year to
17,940,576 terabytes between April-June 2019. The internet subscribers
reached 665.31 million till June 2019.
Further, India is also the world’s second largest telecommunications
market, total telephone subscriber base and tele-density reached
1,195.24 million and 90.52 per cent, respectively, at the end of
September 2019. The Gross revenue of the telecom sector stood at Rs
61,535 crore (US$ 8.93 billion) during April-June 2019.Over the next five
years, rise in mobile-phone penetration and decline in data costs will add
500 million new internet users in India, creating opportunities for new
businesses.
FINANCIAL PARAMETER OF THE YEAR 2019
It was a conclusive decision for the telecom sector. The revnue of
industry continue to remain under pressure because of the launch pf
price offerings by the other entrant competitor.
The sector is witnessing exponential data traffic growth led by increased
smartphone penetration, cheaper data tariffs, and proliferation of
regional content. Though the mobile broadband penetration is
approximately 30% today, it is expected to grow manifold and make

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India the second largest smartphone market (ahead of US and just
behind China). Further, data traffic is expected to grow 7-fold from 2016-
2021.
GOVERNMENT INITIATIVE
 The government has fast-tracked reforms in the telecom sector and
continues to be proactive in providing room for growth for telecom
companies. Some of the other major initiatives taken by the
government are as follows:
 The Government of India is soon going to come out with a new
National Telecom Policy 2018 in lieu of rapid technological
advancement in the sector over the past few years. The policy has
envisaged attracting investments worth US$ 100 billion in the sector
by 2022.
 The Department of Information Technology intends to set up over 1
million internet-enabled common service centres across India as per
the National e-Governance Plan.

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ABSTRACT
This project aims at engaging and improving the customers experience
within the store and to provide them a superior value by understanding
their needs and wants and their preferences. For the same one should
understand the consumer behavior and the parameter that affect the
consumer behavior. It is obvious that needs and desire changes from
customers to customers. Cultural, social, personal, psychological are
some factors which affects the behavior of the customers. To take this
into the consideration, handling the customers within the store by
engaging them with digital assets, one Airtel and net promoter score by
providing awareness of it, its importance and how it will help them to
create value in their living standards and also increase the sales of a
company.
The internship has beneficial in terms of understanding the emerging
sector of telecom industry in India due to digitalization of resource. This
has also help me in understanding the consumer buying decision
behavior as well as buyer decision process and how they react for new
products and how digital technology will help the customers to save their
time and increase their uses and increases the revenue and market share
of the company. By working with Airtel I got to know the technical work
like operating of system i.e. RECONV, siebal communication and E-CAF
application. Apart from this I got to know the duties and responsibilities
of store manager and challenges faced by them within the stores. As an
intern I learnt the work roles placed by every store manager of Airtel and
their work responsibility. As their prime work started from hurdle/ buzz
and ends at closing the store checklist. Apart from this, I had also
advertised the company new product which is One Airtel by telling about
that product to those

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customers who were coming in the stores and through the calls. I had
worked on increasing GAD, OYC and NPS.
PURPOSE
The purpose of the project is to understand how the Airtel store within
the Pune state works in a team. What are the challenges faced by store
manager and the customer representative officer in their day to day
operations. How to satisfy the customer needs by giving service on time.
Understanding the problem of the customer and suggest them the best
solution which will help them in getting customer values as well as
customer loyalty towards the organization. I got to know about problems
facing by customers. The purpose of doing this SIP is to, implement all
the theoretical knowledge into practical one which were learnt in schools
and colleges and to learn marketing skills and selling skils by pitching
products to the customers and closing the deal.
SCOPE
After working with Airtel and analyzing the data one could say the
problems faced by customers and their preference of choosing the best
network. As the project is about improving the experience of customers
and engaging them so to engage them customers in such a manner that
they not do the MNP is one of the key one should take into consideration.
The customers is only going to take services when they are not satisfied
with the previous operators. For this it is importance to understand the
requirement of customers and problem facing by the customers. Many
digital assets are used by Airtel and many of the layman don’t know the

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proper utilization of it. So to make ensure that they can use those assets
in proper way because if they will not able to use it, they will not get
value from those products and will not get to know the importance of
these product into their life or how these products will changes their
experiences.
INTERNSHIP SCHEDULED
The stores open at 10:30AM for customers but for those who are
working in Airtel like store manager and Airtel friends and interns it open
at 9:50 AM daily so that store manager can discuss what was done at
previous day and do the hurdle process. On daily basis they discuss about
total logins, total activation, pending of customers etc. It was mandatory
for all the Airtel friends and interns to come at 9:50AM every day without
delay and give the attendance by clicking the group picture before 10:00
AM. The stores closed at 7:30 PM and all the interns and Airtel friends
are allowed to go after 7:30PM. As there is holiday of store on Sunday
but if there is any requirement of it, it will be open and it will be
mandatory for all to come. Opening of store on Sunday decide on
requirement like if they have to do some activation on that day or if their
target is not completed, that in that circumstance store will be open on
Sunday. It differs from store to store, location to location, timings to
timings. My timing was from 9:30 AM to 7:30PM every day.

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OBJECTIVE
By working with the Airtel my objective was to learn the handling the
customers. As an intern my prime objective was to increase the market
penetration and grab the market share with respect to its competitors
and promoting a new product through explaining about the features and
benefits. As an intern of the reputed brand my focuses on to make
ensure that to increase the feasibility in every aspect. To decrease the
waiting time of the customers as much as possible. To take a time to time
follow of all the existing as well as new customers. To focuses on
increasing the MNP (mobile number portability) i.e. churning of other
operator’s customers to Airtel that will help the organization to increase
the market share and to increase NPS ie net promoter score of the store
as well as to increase the GAD.
PRIMARY OBJECTIVE
 To understand the current methodology use by them in engaging
the customers.
 To increase the net promoter score within the store.
 to provide awareness of one Airtel plan among the customers.
 To increase the use of digital assets used by the company
available in the store
SECONDARY OBJECTIVE
 To analyze and understand the walk-in of the store based on data
provided by the customers by entering their information In the
kiosk application on daily basis.

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 To check the feasibility of internet in the proposed location.
 To match the aadhar card of customers with their face and check
the orginalality of it.
 To check and upgrade the current plan using by the existing
customers and suggest plans to new customers according to their
needs and wants.
LIMITATION
Due to the allocation of my store before giving proper training was little
bit difficult to give the solution of the customers queries. As many
customers came in the store with having an irritated gesture, in such
condition handling them is a deal for me because of having no experience
of it. Many customers come with the query purpose and in that situation
I cannot give them false commitment because as an intern I was
representing Airtel. Apart from it, due to busy schedule of Airtel friends
and store manager it is little bit difficult to ask to many questions
frequently. Recently the launch of one airtel made the CRO demotivated
because of the work load and pressure as they shows less interest in
pitching the new product in that circumstance motivate them was little
bit challenging since they were too confused about the new products. So
to explain them was little bit tough for me.

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CHAPTER: 2
COMPANY PROFILE

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COMPANY PROFILE
Airtel is a service company which is situated in Delhi. It is diverged in 18
other countries including south Africa, Asia and channel island. It is the
third largest mobile telecommunication operator in the India after Jio
and Vodafone. In every state there is 200 plus stores available including
franchise store as well as owned store. Airtel is the first Indian telecom
service provider to achieve cisco Gold Certification. It also acts as a
carrier for national and international long distance communication
services. The company has a submarine cable landing station at Chennai,
with a connection to Singapore. Airtel was named India's second most
valuable brand in the first ever Brands ranking by Millward Brown and
WPP plc. The Airtel wireless subscriber base according to Telecom
Regulatory Authority of India (TRAI) as of 31 December 2019 Airtel has
327.29 million wireless subscribers in India with 28.43% market share. In
2016 version of the brand trust report published by Trust Research
Advisory, Airtel is placed as the most trusted mobile operator brand in
India Basically Airtel consists of two types of store-
 Organized store
 Unorganized store
1) Organized store- These store are owned by the company itself and it
consists of both NGS ie. Next generation stores as well as traditional
store. These stores are guided by the head office and all the rules and
regulation bounded by the high level authority. It is also called as
company owned stores. All the daily reports, data, logins, problems
are to be send at the head office for collecting and maintaining data.
The decision and new rules are decided by the higher and middle level
management for these company owned store. The next generation

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store(NGS) stores are highly exclusive in nature in compare to
traditional store and contains all the digital assets and facilities for the
customers within the stores. The employees working in the organized
stores are liable to earn an incentive decided by the head of the
departments.
2) Unorganized stores- these stores are generally not owned by the
company itself and also called as franchise store. The rules are
regulation are decided by the owner of that stores and has no
connection with the head office of Airtel. The hiring of the employees
is decided by the owner of the stores and has no formal dress code in
compare to organized store or company owned store. The salaries of
employees working in the unorganized store are decide by the store
owner itself and have no connection with the Airtel office.
Airtel focuses on three types i.e. on bill payment, solving the issue of
customers as they have the best supporting customers with themselves
and providing the best services all over India. This is one of the reason
why Airtel is one of the top 3rd largest telecommunication sector all over
India and 2nd largest network all over the world. Airtel objective and aim
is to grow the company by serving best services in compare to their
Airtel
Organised
Store
Next
Generation
Store
Traditional
Store
Unorganised
Store

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competitors to all existing and new customers. Each Airtel stores focuses
on walking of customers and aimed to attended more customers and
reduces the waiting line of the stores so that less numbers of customers
left out from the stores.
Every store has an objective to give best service to the customers and on
retail operation i.e. Maintaining decor maintain, interior design, well
grooming of all the customer representative officer, maintaining of the
flow of the walking, cash liquidity and proper inventory management.
ORGANIZATIONAL STRUCTURE
 Study on the organizational design of Bharti Airtel
Chairman &
Managing Director
CEO (India &
South Asia)
president
Chief Finance
Officer
Director
Executive
Director
JMD & CEO
(International
Business Group)

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1. Founded by Sunil Bharti Mittal- Airtel is Leading integrated
telecommunications company with operations in 20 countries across
Asia and Africa. Airtel offers Products like 2G, 3G and 4G services, fixed
line, high speed broadband through DSL, IPTV, DTH, enterprise services.
2. CULTURE - HR Operation Talent Acquisition Planning Sourcing Hiring
Induction Support Function Learning and Development Career
Development PMS Training & Development Respect for all
3. Venture into new B2B markets, new product lines(Android based
tablets, iPhone). Functional structure had a slow response time to
environmental changes. Its Concentration on the hierarchy of the
operations inside the company as a whole with poor accountability. The
Structure lead to lack of communication between the functional groups
within an organization, which made the organization slow and inflexible.
4. Global Acquisitions and Government policies- As company expanded
it operations in various geographies (Warid Telecom of Bangladesh,
Telecom Seychelles, Bharti Airtel Lanka), these have different set of rules
& regulations to operate accordingly.
5. Divisional, Geographic, functional and horizontal characteristics
Enhanced Business Efficiency Proactive with Greater Flexibility
Technology Orientation to a Customer Oriented Enhanced
empowerment to employees.
6. Different functions having wide operations spread across countries
Partnered with 3rd party vendors for different functions like Ericsson (for
network),IBM(It services) Lower cost solutions. Different units work
together with B2B units and B2C units in parallel. Computer and internet
based integration. Shift towards Horizontal Structure through

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reengineering redesign the vertical organization.
7. Issue of Accountability and Responsibility Improving quality of work
for employees Benefits Better Coordination across the business units
More responsive to dynamics of market.
 Study on the organizational design of Bharti Airtel within INDIA
CEO
Retail
Head 1
Zonal
Head 1
zonal
Head 2
Retail
Head 2
Retail
Head 3
Retail
Head 4

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 Study of the organizational design within a state (example-
Maharashtra)
Zonal Head 1 Zonal Head 2
Store Manager
1
CRO (Customer
Representative
Officer 1)
CRO (Customer
Representative
Officer 2)
CRO (Customer
Representative
Officer 3)
Store Manager
2
Store Manager
3
Store Manager
4
CRO (Customer
Representative
Officer 1)

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VISION
 Its vision is grow the company by giving best service to the existing
and as well as the new customers.
 Airtel aim to work towards values of AIR - Alive, Inclusive &
Respectful.
i. Alive- Airtel alive to the needs of the customers. They act with
passion, energy and a can do attitude to help the customers
realize their dreams
ii. Inclusive- Airtel is for everyone we champion diversity,
recognizing the breadth and depth of the communities.
iii. Respectful- Airtel live the same lives as the customers, sharing
the same joys and the same pains. They act with due humility,
always open and honest, to achieve mutual respect.
MISSION
 Their mission is to target the right audience so that to provide better
network quality and speed so that the target audience may use it
comfortably.
 Their vision is to enrich the lives the customers and to win customers
for life through an exceptional experience.

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PRODUCTS AND SERVICES
B2B Services:
1. Voice Services (Prepaid Postpaid)
2. Network Services (Broadband & WiFi)
3. Data and Application Based
4. Data Center based services
5. Cloud based services
6. Digital Media services
B2C Services:
1. Mobile Services- It include prepaid and postpaid connection.
According to Airtel, It's Cellular mobile services across 20 Countries
customer and revenue market leader in INDIA.
2. Tele media Services- Airtel Offers fixed telephony and broadband
internet Services provided across 87 countries.
3. Digital TV Services- Airtel Pan India DTH operations Coverage across
639 districts.

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COMPETITIORS
THE TOP PLAYERS OF TELECOMMUNICATION IN WORLD ARE-
 China mobile ltd
 Verizon communication
 AT &T Inc.
 Vodafone group
 Nippon telephone group
 Deutsche telecom AG.
 Softbank group corporation.
THE TOP PLAYERS OF TELECOMMUNICATION WITHIN INDIA ARE-
 Reliance Jio
 Vodafone –idea
 Airtel
 Bharat Sanchar Nigam limited (BSNL)
I. Reliance Jio- Reliance Jio Info com Limited, is an Indian
telecommunications company and subsidiary of Jio Platforms. The
headquartered of JIO in Mumbai, Maharashtra, India. The National
LTE network operated by JIO with the coverage across all 22 telecom
circles. It does not offer 2G or 3G service, and instead uses only voice
over LTE to provide voice service on its 4G network. The market share
of Reliance Jio is 34%.

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II. Vodafone–idea-Vodafone Group is a multinational
telecommunications company. Its global headquarters is based in
London, England. It operates services in the regions of Asia, Africa,
Europe, and Oceania. Vodafone ranked 4th (behind China Mobile,
Bharti Airtel and Vodafone Idea, of which the Group owns a 45%
stake) in the number of mobile customers (313 million) as of 2018.
The market share of Vodafone idea is 27%.
III. BSNL-BSNL is an Indian state-owned telecommunications company.
The headquartered of BSNL is located in New Delhi, Delhi, India. It
provides mobile voice and internet services through its nationwide
telecommunications network across India. The market share of BSNL
is 10%.
Airtel
29%
Reliance Jio
34%
BSNL
10%
Vodafone-Idea
27%
Market share of Airtel in compare to others.
Airtel Reliance Jio BSNL Vodafone-Idea

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STP OF AIRTEL
SEGMENTATION:
Airtel has segmented in different region like east, west, south, north.
Airtel has more focused on urban and semi urban density of area.
TARGETING:
Airtel has targeted mainly of age group between 18 to 35 years. As most
of the people start using a mobile from the age of 18 so Airtel has make
a target on age group 18 to 35 as most of them will be students and
remaining will be young professionals working in the industry. So they
need SMS plans for chatting and they also need cheap calling rates.
Generally, the mobile service providers plan their marketing strategies
according to the prepaid market and postpaid market. So it basically
depends upon the income of the consumer that whether he selects the
prepaid or postpaid. Generally, the consumers with low income choose
prepaid and consumers with high income choose postpaid.
Airtel has targeted the premium and upper middle class. The motto
behind this is only those segments should be targeted who value time
and have the paying capacity.

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POSITIONING:
The emphasis is to remove misconception that the cell phone is an
expensive means of communication. It’s a day to day use commodity and
is no more a symbol of status.
When it comes to Airtel one cannot forget the melodious, sweet music
that attracts customers in various forms such as chorus, whistle, piano
and in many other forms. The latest advertisements of Airtel “Jo tera hai
who mera hai” and “Kyun ki hare k friend jaruri hot hai” have created a
brand image in the minds of youngsters. This is one of the positioning
strategy of Bharti Airtel. It positioned on aspirational and lifestyle brand
that offered excellent telecom service.
Airtel
Segmentation
PositioningTargeting

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SWOT ANALYSIS OF AIRTEL
STRENGTHS
Renowned telecom company
High brand equity
Extensive infrastructure
Strong dealer and distribution
network
WEAKNESS
High debts
Price competition
OPPORTUNITY
Increase customer base
Value added services
THREATS
Competition
Technology
Airtel

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STRENGTHS:
 Renowned telecom company- with 20+ year of rich experience in
telecom industry, this MNC has become the world 3rd largest telecom
operator with operation in nearly 20 countries.
 High brand equity- it is one of the well-established brand in
telecommunication having a high brand equity and huge subscriber
base and have strong alliance with Sony ericsson, singtel, apple and
Nokia.
 Extensive infrastructure- Due to partnership of Bharti infratel and
indus tower, the Airtel has penetrated their infrastructure in all part
of the country resulting into nationwide penetration with superior
services.
 Strong dealer and distribution network – Airtel has very strong and
trustworthy dealer and distribution network which helps in
generating revenues from the market. Airtel has a skilled people
under guidance of CEOs and high level managements.
WEAKNESS:
 High debts- Airtel has accquisted into many telecommunication or
other sector which has turn into bad investment and credit being high
and margin being low. Airtel group is under high debts.
 Price competition – After the launch of jio, we can say that the Airtel
price of plans and services are still expensive in compare to jio which
can adversely affect them.

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OPPORTUNITY:
 Value added services- value added services is going to be future of the
telecommunication industry. This can be one of the opportunity for
Airtel to differentiate itself in highly competitive market by
introducing a unique services and to avail higher margin.
 Increase customer base- although it is currently providing 3G and 4G
services, but these services are limited to specific geographical
locations and due to the competition in urban markets and shrinking
profitability they should focuses on expanding these services to most
of its regions which will help the company to get more margins and
customers base.
THREATS:
 Competition- with the introduction of jio, the proce war has been
increased in the home market and the margin has been declined due
to this it is adversely affecting the overall business of the group.
 Technology- as increase in the cost of technology and employees the
profit margins are affecting on huge rate.
 No regular supply of innovative products- over the years of the
company has developed numerous products but those are often
response to the development by the others players. The supply of new
products is not regular thus the lending of new products is not regular
thus leading to higher and low number over period of time.

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CHAPTER:3
REASEARCH METHODLOGY

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RESEARCH METHODOLOGY
During the entire project sequence, I have used combination of
qualitative methods and quantitative methods for better understanding
of project entitled.
Apart from this I have used survey methodology by
calling few persons on call and taken their response towards Airtel and
made a google form for some customers. By taking the response from
them it helped me to understand the insights problem of customers and
for analyzing the data.
RESEARCH DESIGN
CAUSAL REASERCH- Causal research is mainly used to explore ideal
standard of causation requires that one variable always causes another.
It is used to add more of the body of knowledge, I help in gathering in-
depth knowledge about a specific problem or opportunity. It helps in
defining the research problem more precisely and helps in
understanding the cause of problem.
RESEARCH APPROACH
The analysis has been done on the basis of survey. The sample size was
divided into groups considering age group, gender and income etc.
Survey methodology as a scientific field seeks to identify principles about
the sample design, data collection instruments, statistical adjustment of
data, and data processing, and final data analysis that can create
systematic and random survey errors.

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SAMPLE SELECTION
The goal of a survey is not to describe the sample, but the larger
population. This generalizing ability is dependent on the
representativeness of the sample, as stated above. Each member of the
population is termed an element. The sample has been chosen from the
sampling frame which takes age, gender and income into consideration.
PROJECT OVERVIEW
Targeted area- The company is targeting on increasing the market share
of the company by penetration of market and focusing on product
development.
DATA COLLECTION METHOD
The mode of data collection is ‘online survey’ and the research design
applicable is ‘successive independent sample’. A successive independent
samples design draws multiple random samples from a population at one
or more times. This design can study changes within a population.
 Primary data – for making the project data is being collected by one
to one interaction from the customers and by sending them a google
form with questionnaire and understanding their problem through it.
By sending them emails and questionnaire helped me in
understanding the problem area and their views on products and
services which the company is offering to them.
 Secondary data- the secondary data is collected from the data using
by the store manager and the zonal head manager and the official
website of Airtel and few marketing sites which has helped me in
understanding the insights of the company.

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CHAPTER:4
MAIN TEXTS

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SIP PROPOSED
As we know that Airtel is one of the largest telecommunication sector
after Jio and Vodafone- idea. It has a market share of around 26% all over
India. As working with Airtel for three months as an intern is a great
opportunity to learn how do to work in a competitive environment. As
we all know that after the launch of Jio, all telecom sector was going
slowdown. But during that situation maintaining the position and build
the brand once again with the same dignity is something that one can
learn from it. Airtel is the brand which has a perceived value among the
customers and have a faith in the eye of the customers. It aims to provide
benefits as much as they can because it beliefs in building a strong
network among each other. They always try to provide more value with
less cost i.e. value propositions among the customers so that they cannot
churn out easily. Airtel always tries to do somethings new and creative
with the customers whether it is related to plans, offers, promotional
codes etc, which other operator does not really care of. This is one of the
reason why people says Airtel is the best. So many operators had come
to the market like MTNL, BSNL, AIRCEL, TELENOR, UNINOR, MTS etc, all
had come and stand for the very short duration. Many of these small
operator has vanished or acquired by Airtel or other operator. Airtel also
focuses on customer satisfaction and if the customers are not really
satisfied by the operator they take an immediate solution for that. Airtel
is one of the brand which every generation of peoples know about it. It
has created customer loyalty among the customers. It has a wide
network everywhere. In most of the village there is a proper feasibility of
Airtel. And Airtel is still working on the feasibility in other villages where
there is a lack of proper network.
The working culture of Airtel is
authentic. After having a lot of pressure like the other companies still the
employees who are working with Airtel are happy and satisfied because

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of the friendly and helpful environment. People can share their problems
with their managers and there is a proper care for everyone concern.
There is a proper communication between the upper management and
the lower management. Everything is maintained by the data and there
are proper ways of doing auditing every month. They have their small
groups in what’s app in which they can share their doubts, achievement,
celebrations etc. They talk over emails while somebody is getting
promotion within the organization. They appreciation on each other
success. These aura helps the employees to stay motivated and work
with a positive enthusiasm all the time. They have their 6-7 person’s
teams which works on the individual as well as group target. And after
having a great performance they give an award to the employees to that
to increase their morale. So basically they have allotted us a store to
work individually.
DESCRIPTION OF SIP
Every year they took 7 -8 students for internship with different colleges
and gave them a rigorous task to check whether the students are able to
handle the task or not. They evaluate them on the basis of the nature of
the students, their commitment, there dedication towards learning the
new things, there way of approaching towards the assigned task, their
management skills and so on. As an intern I have to learn about the
working environment of the organization. Whatever I have learnt during
my classroom how much I am able to apply it in the daily life. So Airtel is
basically providing the service and to sale the service is tough as compare
to sale the product. As an intern my prime duty to learn about the
consumer behavior which I have learnt in the classroom in theory.
There are various kind of person who faces problems in their day to day
life related to high bills, network not available, problem in billing the

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payment, query related to which plans is suitable and better for them.
Change of numbers, change of operators i.e. porting of number from one
operator to another, issue related to feasibility and so on. So for three
month I have to work on handling the customer’s problems and provide
them a better and quick solution so that they can be satisfied. As a
marketing student my foremost duty is to increase the market share of
the company by selling the higher plans as much as possible. To convince
the customers in such a manner so that they can switch to their existing
plan. To give the customers about updates like within next week the
company is going to launch one Airtel plan worth of Rs 1899. So to
informed the customers about the new products, its features, benefits,
pros and cons of the product, its validity, each and every small details
which is important for customers to know about it. To take their interest
into the consideration, to know what their interest and likes goes on. In
these three month my duty is to get aware about the NPS i.e. (net
promoter sales) to the customers. Actually the NPS is all about giving the
feedback about the Airtel friend i.e. customer representative officer who
has serve them. This Is similar like giving the rating of specific person.
Many customers don’t know how to do that and why this is important.
As for company perspective it will help the organization to analyze the
performance of each Airtel friends, to maintain the proper record of it,
to check whether they are serving the customers in a right way or not.
Having a bad feedback about them will affect the incentive of that Airtel
friends. And having a less NPS will also affect the overall store
performance. So to make ensure to the customers that whether they are
giving the rating or not. If not, then call the customers and make sure
that they should give. If the customers are not satisfying with the service
then in that circumstance take a follow up to that customers, to treat
them in such a manner that they are our family. To take their suggestion
into consideration.

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METHODS USED FOR TRAINING
 They provide me four days training in Hadapsar store in which I had
learnt the working culture and working style of the store under the
observation of store manager. The store manager has given me a
sheet in which basic idea of store, how to operate the store,
requirement and responsibility of store manager they taught me
during the training and had given some product and services
knowledge.
 After four days my meeting was fixed in Head Office in which my Retail
Head assign me new store for rest of three months.
 After three weeks again I was called for the meeting in which I had
given the presentation regarding the work I had done till date and
further the action plan
 After that I worked on pitching the products and new product “ one
Airtel” by on call and off call.
 I had worked for OYC calling as well as increasing the NPS within the
stores.

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CHAPTER: 5
DATA INTERPRETATIONS AND
ANALYSIS

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1. Age Groups
According to the above graph we can predict that most of the customers
who are using Airtel are of age between 20-30 year. The second largest
group is of age 31-40 who are using Airtel compare to other age group.
These show that most of the user are students or working somewhere
so that they require connectivity to connect with each other’s.
2. Occupation

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From the above data we can predict that most of the user who are using
Airtel are students and customers working in private sectors.
3. Gender
As from above pie chart we can easily say that male are more in
compare to female who are using airtel services.
4. How did you get to know about Airtel?

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Most of the customers has known the Airtel through tv and social
advertisement or from friend’s family. It consists of 40% among the
others.
5. Which of the following Airtel services have you opted for?
From the above data and graph we can predict that 40% of the
customers are using prepaid connection ie most of the customers has
taken prepaid connection only. There are 18% of customers who are
opted all the things like prepaid, postpaid, Broadband and DTH.
6. Which of the following features made you opt for Airtel or switch
your network to Airtel?

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As most of the customers has taken Airtel because of its best network
and easy accessibility. As there are 43% of customers who has tell that
they have chosen Airtel for its best network.
7. Before switching to Airtel which operators you were using?
As most of the customers has done the MNP from idea or Vodafone,
ie around 25%. There are still 28% customers who were using Airtel
from the first day and had not changes the operator since a long time
ago.
8. How often do you go to any Airtel store?

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73% of customers are those customers who go at the store. There are
few people who go at store regularly. Either they go sometimes or never.
9. Whenever you go to Airtel store, what you like the most?
Whenever somebody go to Airtel store they like the services provide by
the Airtel employees or every others thing like staff grooming, store
cleanliness etc.
10. What you dislike the most whenever you go to Airtel Store?

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Most of the people don’t like parking areas, as they are facing the parking
issues a lot. And apart from parking area they are facing a huge waiting
line.
11. How much you feel satisfied whenever you interact with Airtel
employees for your problems and queries?

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As from the graph we can analyse that most of the customers are
satisfied but not highly satisfied.
12. Do you ever feel that the Airtel employees had not treated you well
at store?
Most pf the customers has never faced any kind of rough treatment from
employee side.
13. Are you happy with us? How will you rate our services?

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Most of the customers have given 8 ratings for service of Airtel which is
not bad for Airtel.
14. In what aspects you are satisfied with airtel?
1.
2.
Many customers are satisfied with all the features provide by Airtel like
its roaming packs, plans and tariff, network etc.
15. How likely will you recommend Airtel to your friends and families?

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Most of the people will recommend to their friends and family but not
very much.
16. Choose the operators which you find best according to you.
Most people have like Airtel in every aspect like network, connectivety,
DTH, Broadband etc. But in compare to jio they have found Airtel more
expensive in every means.

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CHAPTER :6
APPENDICES

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Engaging and improving experience of waiting customer/ high
value customers.
1. Age Groups
 20- 30
 31-40
 41-50
 Above 50
2. Occupation
 Agriculture
 Government services
 Self employed
 Private sector
 Student
 Retired
 Other
3. Gender
 Female
 Male
 Others
4. How did you get to know about Airtel?
 Newspaper
 Hoardings
 Friends/ Relatives
 TV and Social advertising

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5. Which of the following Airtel services have you opted for?
 Prepaid
 Postpaid
 DTH
 Broadband
 All the above
6. Which of the following features made you opt for Airtel or switch
your network to Airtel?
 Affordable pricing
 Easy accessibility
 Best services
 Special offers
 Best network
7. Before switching to Airtel which operators you were using?
 Jio
 Vodafone
 Idea
 Using an Airtel network from the very first day
 Other:
8. How often do you go to any Airtel store?
 Always
 Sometimes
 Never
9. Whenever you go to Airtel store, what you like the most?
 Customer greetings
 Store cleanliness

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 Services provided by Airtel employees
 Staff grooming
 All the above
10. What you dislike the most whenever you go to Airtel Store?
 Waiting at cash counter
 System not working properly
 Huge waiting line
 Store floor plan, ambience and improper placement of water
dispensary
 Parking issue
11. How much you feel satisfied whenever you interact with Airtel
employees for your problems and queries?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied
12. Do you ever feel that the Airtel employees had not treated you
well at store?
 Yes
 Never
 Sometimes
 Always
13. Are you happy with us? How will you rate our services?
14. In what aspects you are satisfied with airtel?
 Network
 SMS

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 Plans and Tariff
 Roaming
 All the above
15. How likely will you recommend Airtel to your friends and
families?
 Highly recommend
 Recommend
 Neutral
 Not recommend
 Highly not recommend
16. Choose the operators which you find best according to you.
Airtel Jio Vodafone-Idea Others
Best Network and
connectivity
Hassle free internet
DTH
Broadband
Best inexpensive plans
provider
Customer care services
Customer support
system

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FINDINGS
 While doing an in-depth research on improving customer satisfaction
I have discovered the below listed findings.
 many customers want the postpaid sim but due to improper
knowledge or trust they don’t prefer to take it.
 Most of the high value customers are facing issue regarding feasibility
of network as it has found that at many places the Airtel feasibility
network is poor or not available mostly at outer cities.
 Those people who belongs to middle class they require the internet
connectivity but due to slightly high price in compare to its
competitor jio the people are going towards it and preferring them
over Airtel.

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CHAPTER: 8
MANAGEMENT LEARNING

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MANAGEMENT LEARNING
During the internship I got to know many things related what what I had
studied in my text books or study material. By doing an internship I learnt
about consumer behavior and how to persuade the customers. I learnt
about closing the deal between new customers to Airtel which had
taught me learning pitching techniques as it has boost up my selling skills.
I got to feels that for any business selling a product is difficult by very
much important i.e. every revenue generate from selling concept. It
seems like it is difficult but it requires self-motivation and practice to get
skilled into it. In the start I also find it difficulties but now it has boost up
my confidence from previous one. Apart from these I learnt about
responsibility and challenges faced by organization and how to resolve
them with the help to team. One things I found that a good team work is
helpful for doing the work effectively and efficiently. I learnt about
inbounding marketing as well outbound marketing. From this internship
I learnt about dealing with rejection and has built a good network. This
internship explained me about marketing and sales skills which will help
me to work better and effectively in my career endeavor.

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CHAPTER:9
CONCLUSION

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CONCLUSION
This project aims at engaging and improving the customers experience
within the store and to provide them a superior value by understanding
their needs and wants and their preferences. For the same one should
understand the consumer behavior and the parameter that affect the
consumer behavior. It is obvious that needs and desire changes from
customers to customers. Cultural, social, personal, psychological are
some factors which affects the behavior of the customers. To take this
into the consideration, handling the customers within the store by
engaging them with digital assets, one Airtel and net promoter score by
providing awareness of it, its importance and how it will help them to
create value in their living standards and also increase the sales of a
company.
The internship has beneficial in terms of understanding the emerging
sector of telecom industry in India due to digitalization of resource. This
has also help me in understanding the consumer buying decision
behavior as well as buyer decision process and how they react for new
products and how digital technology will help the customers to save their
time and increase their uses and increases the revenue and market share
of the company. By working with Airtel I got to know the technical work
like operating of system i.e. RECONV, siebal communication and E-CAF
application. Apart from this I got to know the duties and responsibilities
of store manager and challenges faced by them within the stores. As an
intern I learnt the work roles placed by every store manager of Airtel and
their work responsibility.

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CHAPTER:10
BIBLIOGRAPHY & REFERENCE

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BIBLIOGRAPHY & REFERENCE
https://www.ukessays.com/essays/marketing/understanding-the-
vision-statement-of-airtel-marketing-essay.php
https://en.wikipedia.org/wiki/Airtel_India
https://www.business-standard.com/company/bharti-airtel-
15542/information/company-history
https://www.airtel.in/wifi-plans
https://www.marketing91.com/marketing-strategy-of-airtel/
http://sandeep-itm-12-marketing.blogspot.com/2012/12/stp-analysis-
of-airtel.html
https://trak.in/tags/business/2016/06/15/airtel-open-network/
https://www.scribd.com/doc/49246309/Marketing-Segmentation-
Targeting-And-Positioning-pf-AirTel
https://freebcomnotes.blogspot.com/2017/05/bharti-airtel-swot-
analysis.html
https://en.wikipedia.org/wiki/Bharti_Enterprises

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