To Study the Customer Satisfaction in Airtel


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Project Report Submitted Towards Fulfilment of  Project Report Submitted Towards Fulfilment of 

PGDM 10-12 PGDM 10-12

Under The Guidance Of  Under The Guidance Of 








1.  Acknowledgement Acknowledgement


2. Objective of the StudyObjective of the Study


3. IntroductionIntroduction


4. Research methodologyResearch methodology


5. Executive SummaryExecutive Summary


6. Company ProfileCompany Profile


7. Business & Marketing StrategiesBusiness & Marketing Strategies


8. Data AnalysisData Analysis

9. 9. ConclusionConclusion 10. 10. BibliographyBibliography 11. 11. DeclarationDeclaration




My special & sincere thanks to Mr.Alok singh Zonal Sales Manager  My special & sincere thanks to Mr.Alok singh Zonal Sales Manager  who has alw

who has always inspired me ays inspired me & guided & guided me throughout my me throughout my project.project.

I am also thankful to the library of the institution for providing me I am also thankful to the library of the institution for providing me necessary material & all those who helped me in completion of my necessary material & all those who helped me in completion of my project.

project.  At

 At last but last but not tnot the least he least I I would thank would thank to to my parents my parents for for their ftheir financialinancial support throughout the project.

support throughout the project.

(Aditya singh) (Aditya singh)



To study the consumer trends in telecommunication sector.

To study consumer decision-making & preferences.

To study marketing strategies adopted by Airtel.

To study the level of customer satisfaction in Airtel.

To study the market potential.

To study customer purchase decision behaviour.

To understand the needs of different consumer segments.



With the dramatic changes in interpersonal communication over 

the past decade, Internet messaging has emerged as the primary

medium for transferring information quickly, inexpensively, and reliably.

However, the growing popularity of wireless telephones has added

another dimension to the communications equation—mobility. As more

Indians rely on cellular communication, this market is expected to see

explosive growth over the forecast period.

Let‘s have a review of telecommunication

History:-Telecom history

1842: Wireless by conduction

1843: Early electromagnetic research, wireless by induction


Early radio discoveries

1879: D.E. Hughes and the first radio-telephone reception

1880: The photo phone and the first voice radio-telephone call

1880 to 1900: Radio development begins in earnest

1910: The first car-telephone

1924: The first car-mounted radio-telephone

1937: Early conventional radio-telephone development

The modern era begins

1946: The first commercial American radio-telephone service

1947: Cellular systems first discussed

1948: The first automatic radio telephone service

1969: The first cellular radio system

1973: The Father of the cell phone

1978: First generation analog cellular systems begin

1980: Growth of Japanese cellular development

1981: NMT -- the first multinational cellular system

1982: The rise of GSM


Prehistory (Birth to Bell Labs, 1924)

While puzzling over the mysteries of radio, many inventors

worked concurrently on power generation, telegraphs, lighting, and later,

telephone. The thorough understanding of electricity required to produce

a reliable, practical radio system took a long time and happened in

different phases.

In 1820, Danish physicist Christian Ousted discovered

electromagnetism, the science that could help generate electrical power 

and, if fully understood and applied, usher in the era of 


Michael Faraday - 1791 to 1867

In 1821 Michael Faraday reversed Oberstar‘s experiment and in

so doing discovered induction. This helped him build the world's first

electricity generator. He worked on different electrical problems in the


Joseph Henry - 1797 to 1878

In 1830 the great American scientist Professor Joseph Henry

transmitted the first practical electrical signal; showing that

electromagnetism could do more than just create current or pick up

heavy weights -- it could communicate. In a stunning demonstration in

his Albany Academy classroom, Henry created the forerunner of the

telegraph. While Henry did not pursue electrical signaling, he did help

someone who did. And that man was Samuel Finley Breese Morse.

Samuel Morse - 1791 to 1872

In 1837 Samuel Morse invented the first practical telegraph,

applied for its patent in 1838 and was finally granted it in 1848. Joseph

Henry helped Morse build a telegraph relay or repeater that allowed long

distance operation. The telegraph brought the country closer and

eventually the world. Morse also experimented with wireless, not by

passing signals though the atmosphere but through the earth and water.


Wireless by conduction

On October 18, 1842, Morse laid wires between Governor's

Island and Castle Garden, New York, a distance of about a mile. Part of 

that circuit was under water. But before he could complete this

demonstration a passing ship pulled up his cable, ending it seemed, his

experiment. Undaunted, Morse proceeded without the cable, passing his

telegraph signals through the water itself. This is wireless by conduction.

Over the next thirty years most inventors and developers

concentrated on wire line telegraphy, that is, conventional telegraphy

carried over wires suspended on poles. Few tinkered exclusively with

wireless since a basic radio theory had not yet been worked out.

Telegraphy, however, did produce a good understanding of wireless by

induction since wires ran parallel to each other and often induced rogue


Early electromagnetic research

In 1843 Faraday began intensive research into whether space

could conduct electricity.

In 1864 Maxwell released his paper "Dynamical Theory of the

Electromagnetic Field" which concluded that light, electricity and

magnetism were all related and that all electromagnetic phenomena

travelled in waves.

Induction and Dr. Loomis

In 1865, a dentist Dr. Mahlon Loomis of Virginia may have

been the first person to communicate through wireless via the

atmosphere. Between 1866 and 1873 he transmitted telegraphic

messages at a distance of 18 miles. At one location he even flew a

metal-framed kite on a metal wire, perhaps taking inspiration from

Benjamin Franklin. At another location a similar kite picked up these


Early radio discoveries

Maxwell's 1864 conclusions were distributed around the world

and created a sensation. But it was not until 1888 that Professor 

Heinrich Hertz of Bonn, Germany, could produce and detect radio waves

consistently and reliably.

On November 22, 1875, while working on acoustical telegraphy,

a science close to telephony, Thomas Alva Edison noticed unusual

looking electro-magnetic sparks.

D.E. Hughes and the first radio-telephone reception

From 1879 to 1886, London-born David Hughes discovered

radio waves but was told incorrectly that he had discovered no such

thing. Discouraged, he pursued radio no further.

Hughes noticed a clicking noise in his home built telephone

each time he worked using his induction balance, a device now often

used as a metal detector. He transmitted signals from one room to

another in his house in London. But since the greatest range there was

about 60 feet, Hughes took to the streets with his telephone, intently

listening for the clicking produced by his clockwork transmitter, gradually


 Alexander Graham Bell was the man who invented the

telephone and made the first call on a wired telephone to Thomas

Watson. Bell was also first with radio.

1888 onwards: Radio development begins in earnest

In 1888 the German, Heinrich Hertz, conclusively proved

Maxwell's prediction that electricity could travel in waves through the

atmosphere. Unlike Hughes, the extensive and systematic experiments

into radio waves that Hertz conducted were recognised and validated by

inventors around the world.

Jagadish Chandra Bose demonstrated electromagnetic waves in 1895

"by using them to ring a bell remotely and to explode some gunpowder".

Marconi established the first successful radio system. In 1901,

his radio-telegraph system sent signals across the Atlantic Ocean. Ships

were the first wireless mobile platforms. In 1901 Marconi placed a radio

aboard a Thorny croft steam-powered truck, thus producing the first


In December 24, 1906, Reginald Fessenden accomplished the

first radio bandwave communication of human speech over a distance of 

11 miles, from Brant Rock, Massachusetts, to ships in the Atlantic

Ocean. Radio was no longer limited to telegraph codes, no longer just a

wireless telegraph, but a means of verbal communication.

The first car-telephone

From 1910 onwards, Lars Magnus Ericsson, the man who

founded Ericsson in 1876, and his wife Hilda, regularly worked the first

car telephone. Access was not by radio, instead there were two long

sticks, like fishing rods, handled by Hilda. She would hook them over a

pair of telephone wires, seeking a pair that was free. When they were

found, Lars Magnus would crank the dynamo handle of the telephone,

which produced a signal to an operator in the nearest exchange.

 Around the same time, the triode tube was developed, allowing

far greater signal strength to be developed both for wireline and wireless

telephony. No longer passive like a crystal set, a triode was powered by

an external source, which provided much better reception and volume.


powerful enough to carry the human voice and sensitive enough to

detect those signals in the radio spectrum.

In 1919, three firms came together to develop a wireless company

that one day would have a reach across the globe. Heavy equipment

maker ASEA, boiler and gas equipment maker AGA and telephone

manufacturer LM Ericsson, formed SRA Radio, the forerunner of 

Ericsson's radio division.

The first car-mounted radio-telephone

Bell Laboratories claims to have invented the first version of a

mobile in 1924. It was a two-way, voice-based radio-telephone and the

adjoining photograph from their site certainly seems to confirm it.

History of cellular mobile telephony: 1982 to 2001

1980 - First cellular phones began to appear 

1982 - Nordic Mobile Telephony (NMT) standard

1983 - American Mobile Phone System (AMPS) standard


1993 - Coverage of main roads GSM services start outside Europe

1994 - Japanese Digital Cellular (JDC)

1996 - USA Personal Communications Systems (PCS)

1982 - The beginning

During the early 1980s, analog cellular telephone systems

experienced rapid growth in Europe, particularly in Scandinavia and the

United Kingdom, but also in France and Germany. Each country

developed its own system, which was incompatible with those of others,

in equipment and operation. This was an undesirable situation, because

not only was the mobile equipment limited to operation within national

boundaries, but also limited to the market for each type of equipment.

This scenario in a unified Europe was undesirable.

The Europeans realized this early on, and in 1982, the

Conference of European Posts and Telegraphs (CEPT) form a study

group called the Group Special Mobile (GSM) to study and develop a

pan-European public land mobile system. The proposed system had to


1. Good subjective speech quality.

2. Low terminal and service cost.

3. Support for international roaming.

4. Ability to support handheld terminals.

5. Support for a range of new services and facilities.

6. Spectral efficiency


Nordic Telecom and Netherlands PTT proposed to the CEPT

the development of a new digital cellular standard that would cope with

the ever-burgeoning demands on European mobile networks. The

European Commission (EC) issued a directive which required member 

states to reserve frequencies in the 900 MHz band for GSM to allow for 


1986 - Main GSM radio transmission techniques were chosen.

1987 - September - 13 operators and administrators from 12 areas in the

CEPT GSM advisory group signed the charter GSM (Groupe Spéciale

Mobile) MoU "Club" agreement, with a launch date of 1 July 1991.

The original French name Groupe Spéciale Mobile was changed to

Global System for Mobile communications; but the original GSM


GSM specifications were drafted.

1989 – 1998

In 1989, GSM responsibility was transferred to the European

Telecommunication Standards Institute (ETSI), and phase I of the GSM

specifications was published in 1990. Commercial services started in mid 1991, and by 1993 there were 36 GSM networks in 22 countries, with 25 additional countries like South Africa, Australia and many Middle and Far East countries opting for GSM. By the beginning of 1994, there were 1.3 million subscribers worldwide.

The developers of GSM chose an unproven (at that time)

digital system, as opposed to the then standard analog cellular systems

like AMPS in the United States and TACS in the United Kingdom. They

had faith in the advancements in compression algorithms and digital

signal processors to allow the fulfillment of the original criteria and the

continual improvement of the system in terms of quality and cost.

The European Telecommunications Standards Institute (ETSI)

defined GSM as the internationally accepted digital cellular telephony




DCS adaptation started.

Validation systems implemented.

First GSM World congress at Rome had 650 participants.


First GSM specification was demonstrated.

DCS specifications were frozen.

GSM World Congress at Nice had 690 participants.


January - The first GSM network operator was Oy Radiolinja Ab in


December 1992 - 13 networks were on air in 7 areas.

GSM World Congress at Berlin had 630 participants.


GSM was demonstrated for the first time in Africa at Telkom '93 in Cape


Roaming agreements between several operators were established.

By December 1993, 32 networks were on air in 18 areas.

GSM World Congress at Lisbon progressed with 760 participants.

Telkom '93 was held in Cape Town. First GSM systems were shown.


First GSM networks in Africa were launched in South Africa.

Phase 2 data /fax bearer services were launched.

Vodacom became the first GSM network in the world to implement


GSM World Congress at Athens drew 780 participants.

December 1994 -- 69 networks were on air in 43 areas.


GSM MOU was formally registered as an association registered in

Switzerland with 156 members from 86 areas.


December 1995 - 117 networks were on air in 69 areas.

Fax, Data and SMS roaming started.

GSM phase 2 standardisation was completed, including adaptation for 

PCS 1900.

First PCS 1900 network was shown live 'on air' in the USA.

Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via


Namibia goes on-line.

Ericsson 337 wins GSM ‗phone of the year‘.

US FCC auctioned off PCS licenses.


December 1996 - 120 networks were on air in 84 areas.

GSM World Congress was held in Cannes.

GSM MOU Plenary was held in Atlanta GA, USA.


Pre-paid GSM SIM cards were launched.

Bundled billing was introduced in South Africa.

Libya goes on-line.

Option International launches the world's first GSM/Fixed-line modem.


Feb -- GSM Conference held in Cannes.

By May 2001 there were 500m GSM 900/1800/1900 users worldwide.

16 billion SMS messages were sent in April 2001.


“Trends in Mobile Communications”

The growth and penetration of sophisticated digital communication

systems, infrastructures, and services, has been increasing constantly

over the last decade. Examples of these services are the Internet,

electronic mail, multimedia, pagers, PDA's, and mobile telephony. From

marginal penetration 15 years ago, these systems and services are

becoming a commodity in both professional and consumer markets

worldwide. The developments in these fields are still going strong. In

particular, rapid advances - both in technology and services - can

currently be observed in wireless and mobile systems that support the

communication of different media, such as data, speech, audio, video

and control.

Current wireless network and mobile phone services roll-out is

centered around four available technologies, namely WAP, UMTS,

Bluetooth, and mobile positioning systems. The wireless application

protocol (WAP), initially carried by second generation GSM and in the

future by third generation UMTS wireless networks, will turn the mobile

phone into a networked smart-phone capable of low to medium data rate


environment. Positioning systems will become integral part of mobile

phones such that services can be made dependent on the location of the

user in the network.

When projecting the progress in mobile networks and services into

the future, three developments are of importance. In the first place, we

can observe that more and more mobile phone-like devices start to

include accessories such as a small keyboard, a display, and a speech

interface. Such communication and information-oriented systems are

emerging as hybrids between the mobile phone and the wireless laptop

personal computer. With higher bit rates supporting more advanced

services, the integration of the personal computer and personal

communication devices will be pushed even further.

In the second place, we observe that computing resources are

becoming ubiquitously - that is everywhere and at all time - available.

We will soon live in an environment that supports us by providing

ubiquitous Computing for a wide variety of tasks and services. Daily life

consumables, durable products and services already contain an

ever-increasing number of sensors, actuators, processing units, and

(embedded) software. The personal computer has entered daily life as a


communication systems in today's society relies heavily on the

availability of computation resources.

Finally, we observe that communication and computing is becoming

increasingly personal. The device (and therefore the user) is always

on-line, the user is identifiable, the device can be personalized, and the

system knows about the user‘s position.

“Cellular Mobile Pricing Structures and Trends”

Successful growth and diffusion of mobile communication services is

focusing greater attention on how mobile relates to fixed networks.

 Accordingly, it is necessary for regulatory authorities to review current

frameworks in those instances where regulation might impede the

offering of certain pricing structures, such as calling party pays. This

issue is critical in putting fixed and mobile networks on an equal footing,

so the potential for competition between networks can be exploited.

Testing the demand for new pricing structures can be left to the market.


Internet and electronic commerce. This report reviews and benchmarks

the pricing of emerging services such as short message services. These

services are the harbingers of? third generation? information services

over mobile networks, and policy makers need to review current

regulatory frameworks to enhance pricing innovation and competition in


Individual customization

 An important trend in our society is agility or mass

individualization. Consumer behavior is much more volatile, much less

predictable and increasingly concerned with instant gratification. The

expectation is that in due course this trend towards individualization will

become a more important factor in the emerging markets too, particularly

in the urban areas. As well as setting quality standards for products, this

attitude also demands delivery at the right time and in the right place. At

any moment, wherever the consumer may be, it has to be possible to

satisfy his or her requirements; it is a question of the consumer as a

"moving target" and how we can increase our chances of "scoring a hit".

In modern thinking about categories of consumers, every

consumer has something of this instant consumer in his or her make-up,

alongside other possible descriptions, such as "rational", "social" and

"responsible". What's more, this can vary according to the product

category. One moment, moreover, this instant consumer will be

demanding products on the basis of flavor, convenience or cheapness,

and in the next breath will be voicing concerns about the environment,

animal welfare or his or her own health. The likelihood is that in the long


Changes in consumption patterns are an important factor in this

development. While the retail trade is evolving from supermarket to

household service provider in response to mass individualization,

consumers are increasingly also obtaining their food through other 

outlets: company canteens, take-away meals, snack bars, old people's

homes etc. "Young couples" in Europe are rapidly moving towards the

situation that already exists in the United States, where 50% of the food

consumed is prepared outside the home. This places different demands

on products in terms of keeping qualities (shelf life), convenience and


Consumer-driven technology development

These trends in the market and among consumers generate a

demand for a more differentiated and more rapidly changing product

range and also call for a different approach to technology development

(dedicated production systems). In the future there will have to be

product development that takes the dynamic of the market and the

divergent wishes of the consumers as its starting point and uses the

technologies of the future: biotechnology, separations technology,

sensor technology and modern information technology (IT). To achieve


to be integrated more effectively. The development of sensor technology

in the agro sector, for instance, requires the integration of materials

technology, biotechnology and process technology. New scientific

developments also provide interfaces through which the sector may

respond to wishes relating to health: both the information about genetic

aspects and the new insights into bioactive components - substances

that, in low concentrations, affect human health - offer interesting

prospects of made-to-measure food!

In the future, "made-to-measure food" will also mean "food

produced in a way that the public finds socially acceptable". Such

aspects as the environment, animal welfare etc. will play a major role.

This will have to be specifically taken into account in the development of 


From chains to flexible networks

 As well as imposing requirements in terms of technology

development, trends such as mass individualization call for a responsive

answer to a sharply fluctuating market demand. This places

considerable demands on the organization of agricultural production


the development of the chain concept; leading to responsive networks

that combine the advantage of co-ordination with the flexibility of more

loosely linked organizations. These independent organizations work

closely together in the flow of goods along the chain in order to achieve



Defining the research problem:

 A researcher must find the problem and formulate it so

that it becomes susceptible to research. Like a medical doctor, a

researcher must examine all the symptoms (observed by him)

concerning a problem before he can diagnose correctly.

 And therefore, I have also defined the research problem

i.e. to study consumer trends, behaviour, preferences and level of 

satisfaction in Airtel communication Ltd.

Research methodology:

 After defining the research problem the foremost step will be

planning for the further investigation. Preparing the blue print to

undertake the research called research design. In other words,

―A research design is the arrangement of condition for collection and

analysis of data in a manner that aims to combine relevance to the


Under this chapter methodological step has been adopted in

the study of consumer trends, behaviour, preferences and level of 

satisfaction in Airtel communication Ltd. The research procedures

followed are described as under:

Research Objectives:

 To study the consumer trends in telecommunication sector.

 To study consumer decision-making & preferences.

 To study marketing strategies adopted by Airtel.

 To study the level of customer satisfaction in Airtel.

 To study the market potential.

 To study customer purchase decision behaviour.

 To understand the needs of different consumer segments.


Research Approach

The research approach for the purpose was secondary

research to collect the information on the subject.

Research Instrument

I used direct observation, customer data & survey as research


Research Design

In this project use exploratory research design and for data

collection fill-up the questionnaires from the customer of mobile, survey

of the market and some information collect by interview of the users of 

the cellular at Newdelhi.

Research Data

Data is the key activity of marketing research. The design of the

data collecting method is backbone of research design.

Data constitute the foundation of statistical analysis and


Data can be obtained from two important sources, namely:

1. Primary Data

2. Secondary Data

Primary Data:

Primary data are gathered for the specific purpose or for a

specific research project, consist of original information for the fulfilment

of project objective.

When the data are required for the particular study can be found neither 

in the internal record of the enterprises nor in published sources. In

some cases it may become necessary to collect original data.

Primary data can be collected in four

ways:-1. Observation

2. Focus


4. Experiment

Secondary data:

Secondary data are the data, which already exists somewhere.

Secondary data provide starting point for research and after that the

advantage of low cost and ready availability. Secondary data can be

divided into two types:

1. Internal data

2. External data

When researcher uses the data that has already been collected

by other data are called secondary data. Secondary data can be

obtained from journals i.e. internal sources report, government

publication and books, professional bodies etc.

Internal data are reports and memos generated within an

organisation to facilitate its operations. External data are those specially


Sources from which I have taken the secondary data are as


1. Direct observation

2. Airtel website

3. Books for marketing management


Profile of: Mr. Sunil Mittal, Executive Director Airtel Mobile

Communications Ltd.

Mr Rajan Swaroop is a qualified professional with over 21 years of 

working experience in Automotive, Telecom and IT industries.

Mr. Swaroop is a graduate of Mechanical Engineering from IIT Delhi and

Post Graduate in Management from Indian Institute of Management,


In the last 9 years in Escorts, he has handled various roles

including Head of Strategic Planning and Investment at Corporate Office.

He was the Director & CEO of Telecom Equipment manufacturing

company, Escorts Communications Limited and currently as CEO of a

set of Internet Services Companies - Airtel Limited.

Whilst in the strategy role, Mr Swaroop was involved in setting up

of Airtel; in Escorts Communication, he was involved in a turn around;

whilst in Airtel, four new businesses were set up.

Prior to Escorts, Mr Swaroop spent six years in operating roles


Industry with Computer Point, where he was responsible for business

development, marketing and subsequently, as a profit center head.

During these years, he has also been associated with education

exchange programs with international business schools such as

Kellogg's Business School, North Western University and Georgetown

University, New York.

He is interested in reading, gardening, listening to music etc. His

wife, Poonam has been in advertising and marketing field for 15 years

with leading advertising companies and currently involved in supporting

some social service organisations.

Profile of: Mr. Rajan Dutta, Chief of HR & TQM

Mr. Rajan Dutta is an Economics Honours Graduate and an MBA.

He has also done Post Graduate Diploma in HRD from Ahmedabad and

in Training & Development from ISTD, Delhi. A specialist Trainer, Job


interventions in organizations and professional bodies that he has been interventions in organizations and professional bodies that he has been

associated with. associated with.

He has held senior level positions during his last 20 years of work He has held senior level positions during his last 20 years of work

in companies like Vam Organics, Modi Xerox and RPG Group where he in companies like Vam Organics, Modi Xerox and RPG Group where he

was the Group Vice-President-HR was the Group Vice-President-HR

He is currently the Chief of HR & TQM in Airtel Mobile He is currently the Chief of HR & TQM in Airtel Mobile

Communications Ltd. Mr. Dutta is the Chairman of National Centre for  Communications Ltd. Mr. Dutta is the Chairman of National Centre for 

Quality Management (NCQM) Delhi, Executive Committee Member of  Quality Management (NCQM) Delhi, Executive Committee Member of 

Delhi Management Association. He was the past President of National Delhi Management Association. He was the past President of National

HRD Network-Delhi and currently the Board Member of HRD Network, HRD Network-Delhi and currently the Board Member of HRD Network,

National Chapter. He is also a member and speaker to various HRD National Chapter. He is also a member and speaker to various HRD

Committees like CII, FICCI, ASSOCHAM, AIMA and several other  Committees like CII, FICCI, ASSOCHAM, AIMA and several other 

professional and educational institutions in India and abroad. professional and educational institutions in India and abroad.

He has authored and contributed to various newspapers, He has authored and contributed to various newspapers,

magazines and books in magazines and books in





 Airtel comes comes to to you you from from Bharti Bharti Cellular Cellular Limited Limited - - a a part part of of thethe

biggest private integrated telecom conglomerate, Bharti Enterprises. biggest private integrated telecom conglomerate, Bharti Enterprises.

Bharti provides a range of telecom services, which include Bharti provides a range of telecom services, which include

Cellular, Basic, Internet and recently introduced National Long Distance. Cellular, Basic, Internet and recently introduced National Long Distance.

Bharti also manufactures and exports telephone terminals and cordless Bharti also manufactures and exports telephone terminals and cordless

phones. Apart from being the largest manufacturer of telephone phones. Apart from being the largest manufacturer of telephone

instruments in India, it is also the first company to export its products to instruments in India, it is also the first company to export its products to

the USA. Bharti is the leading cellular service provider, with a footprint in the USA. Bharti is the leading cellular service provider, with a footprint in

15 states covering all four metros and more than 7 million satisfied 15 states covering all four metros and more than 7 million satisfied

customers. customers.


To make mobile communications a way of life and be the customers' first To make mobile communications a way of life and be the customers' first

choice. choice.



We will meet the mobile communication needs of our customers through:

• Error - free service delivery

• Innovative products and services

• Cost efficiency

• Unified Messaging Solutions


 We will delight our customer with our simplicity, speed &


 We will honours our commitment.

 We will follow the highest standard of professional integrity &


 We will respect individual, build winning teams and lead by



Airtel Mobile Communications Limited

Bharti Tele-Ventures Limited was incorporated on July 7, 1995

for promoting investments in telecommunications services. Its

subsidiaries operate telecom services across India. Bharti Tele-Ventures

is India's leading private sector provider of telecommunications services

based on a strong customer base consisting of 7.42 million total

customers, which constitute, 6.76 million mobile and 657,000 fixed line

customers, as of April 30, 2007.

Bharti Tele-Ventures vision for its mobile business is “  To make

mobile communications a way of life and be the customers first


The mission is to meet the mobile communication needs of the customer 

through 1) error free service 2) Innovative products and services and 3)

cost efficiency. The Company‘s strategic objective is to consolidate its

leadership position amongst the mobile service providers in India.

The Indian mobile market, according to the COAI, has increased from


Despite this rapid growth, the mobile penetration rate in India, at

approximately 4.8%as of June 30, 2008 significantly lower than the

average mobile penetration rate in other Asian and international


The number of mobile subscribers in India is expected to show rapid

growth over the next four years. By 2009it is projected at 70million by

COAI and 64 MILLION by Granter.

Bharti Tele-Ventures believes that the demand for mobile services in

India will continue to grow rapidly as a result of the following factors:

lower tariffs and handset prices over time;

growth in pre-paid customer category;

greater economic growth and continued development of 

India's economy;

higher quality mobile networks and services; and

greater variety and usage of value added services.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide


to consolidate all its subsidiaries providing mobile services under Bharti

Cellular Limited.

 As of June 30, 2008, approximately 92% of India's total mobile

subscriber market resided in the Company's sixteen mobile circles,

which collectively covered only 56% of India's land mass.


The map below depicts the location of, and provides certain information



(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.

(2) Mobile subscriber statistics are as of June 30, 2008 and are based on data released by COAI. Mobile market size comprises the total number of mobile subscribers of all the service providers in a circle.

(3) Demographics of Maharashtra and Tamil Nadu do not include

demographics of state capitals (metros) Mumbai and Chennai


(4) Demographics of Haryana does not include Faridabad & Gurgaon as

they are included in Delhi & NCR. Similarly demographics of Uttar 

Pradesh (West) & Uttaranchal does not include Noida & Ghaziabad as

they are included in Delhi NCR.

The significant growth in the Company's mobile business has been

through a combination of organic growth and acquisitions of additional

licenses and has been summarized below. The information given below

is for the total market and is not representative of our market share or 

network coverage.


2) Comprises the circles of Delhi, Himachal Pradesh, Karnataka and

 Andhra Pradesh.

3) Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra

Pradesh and Chennai.

4) Comprises the sixteen operational circles of Bharti Tele-Ventures.

5) Based on data released by the COAI on the total number of persons



Capture maximum telecommunications revenue potential with minimum

geographical coverage to maximise its revenues and margins.

 Build high quality mobile networks by deploying state-of-the-art

technology to offer superior services.

 Use the experience it has gained from operating its existing mobile

networks to develop and operate other mobile networks in India

and to share the expertise across all of its existing and new circles.

  Attract and retain high revenue generating customers by providing

competitive tariffs, offering high quality customer support, proactive

retention programs and roaming packages across all of its mobile


 Provide affordable tariff plans to suit each segment of the market

with a view to expand the reach, thereby increasing the mobile


 At Airtel, we have always sought to enhance value for you as a

customer by providing you the most relevant and easy to use services

through innovation and by harnessing the latest developments in

technology. In line with this strategy, we have constantly introduced

innovative products and services to suit your unique needs and wants.

Our services range from CLI to Music Messaging to Lost Call Alerts –

all to serve you better.

Some services which we are providing

:- SMS   Astrology  Music Messaging  Ring tones  Dial-a-Ring tone  Logos  Blinking SMS  Flash SMS  Jokes  Love Logos  Caller Line Identification  Voice Mail  Itemised Billing  Inquiry Services  Picture Messages  Yahoo Dating  Yahoo! Mail  Yahoo Messenger   Group Messaging  Mobile Banking  News Updates




 Are you wary of committing yourself to a date for making your bill

payments? Is it too much of a bother for you to remember dates for bill

payments? Do you often end up paying late fees against your monthly

utility services bills? Do you end up spending too much if you have the

option to pay the bill later?

Think over for if one of these represents you, we have a solution

for you. Start thinking prepaid is our advise!

So what exactly is this prepaid! It is simply a way of going cellular 

by paying for the talk time in advance. For e.g. if you feel that you need

Rs. 300 worth of talktime for a month, you can buy a recharge coupon

which gives you that much talktime on your cellphone. Once that money

gets exhausted you can buy another recharge coupon for the same or 

different denomination depending on your future need.

Prepaid allows you to be in control of your cellular expenses even


into cellular telephony. That‘s because almost every one of us wants to

be in control of our cellular expense.


Some of the many advantages that you enjoy with Airtel Pre-Paid...

Total Cost Control

Enjoy the liberty of total cost control with your Airtel Pre-paid!

Re-charge as much as you feel the need to! Now that's what we call

complete freedom!

No Rentals

Buy an Airtel prepaid card without having to pay any rentals!

No deposits

Your Airtel prepaid card comes without you having to pay heafty


STD/ISD facility till the last rupee


Overseas from your cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse

 Airtel provides you with a 60-second pulse rate! Freedom for you to

experience like never before!

Instant Recharge

 Avail of instant recharge on your Airtel prepaid card with just a f ew

simple steps!

24-hour recharge facility

With our round-the-clock recharge facility, recharge you Airtel prepaid

card anytime, anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone


added advantage of saving the incoming number directly in the

Handset Phone Book. So that the next time you want to call the same

person, you don't need to retype his number, simply use your phone


Call Divert, Call Hold and Call Wait

 Avail of special services like call waiting, call hold and call divert – all

with your Airtel prepaid card!

Short Messaging Service (SMS)

With Airtel‘s Short Messaging Service (SMS), send messages and

 jokes to your friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services; you can get up

to-the-minute cricket scores, order flowers as well as send couriers or check

your daily horoscope!

Voice Mail service


listen to your messages whenever you feel like, from anywhere in the

world. Voice Mail can store up to 75 messages, with each message of 

two-minute duration.


 Airtel welcomes you to a vibrant world of unlimited opportunities.

More exciting, innovative yet simple new ways to communicate, just

when you want to, not just through words but ideas, emotions and

feelings. To give you the unlimited freedom to reach out to your special

people in your special way.


Do you need any clarifications on your bills? Do you have any

feedback or query on our Products & services? You can call us, send us

an E-mail or meet us in person. We shall be glad to help you out in every

possible way.


If you are on Airtel, just call us on 121 your Airtel Prepaid phone.


These toll free numbers however, cannot be dialed when you are


Airtel launches “Music Messaging” service

Customers can dedicate songs along with their voice messages;

Dec. 22, 2003, Merrut : Airtel, one of the leading cellular operators in

Haryana, UP(West) & Uttranchal and Kerala today announced the

launch of a new innovative service called ―Music Messaging‖. The

service will allow music lovers to listen to the various songs and then

dedicate the same to any other Airtel mobile subscriber along with a

personalized voice message.

For using the service, the customer simply needs to dial 646 from

his mobile and follow the voice prompts. This will lead him to the options

Hindi and English songs. There are 10 songs under each option and the

customer can either go on to listen to the song clippings of 90 seconds

each or move on to the next or previous song. While listening to the

song, the subscriber may choose to dedicate the song to some other 


whom it has been dedicated as a Voice Message with the CLI of the

sender. Once delivered, the message begins with the sender‘s voice

message followed by a 30 second clip of the song that has been

dedicated. The charge for the service is just Rs 7/minute for a 60 second


 Announcing the launch of the service, Mr. N.F.Aibara, COO,

Airtel-Haryana said ―The mobile phone today is no longer just a

communication device. Rather it is a driver of self-identity and creative

pursuits especially for the youth segment which constitutes about 70 %

of the new customers that we enrol every month. We have always

sought to provide our customers with new and exciting services that

have been made possible through innovation and use of latest

technology. The launch of this new service is another step in the same

direction as it enables customers to add a musical edge to their 

messages-nothing can be more powerful than a message in one‘s own

voice along with a song to suit the situation. I am sure this service will be



Bharti is to first achieve critical mass, then drill deep instead of spreading

thin. Thereafter, it is ready for controlled expansion.

In keeping with this, the company has been providing excellent service

to its subscribers in various states. It controls a portfolio of India's most

attractive and contiguous telecom geographies, including the states of 

Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh,

Madhya Pradesh, Chattisgarh and Delhi (inclusive of NCR). With a

footprint dominating the map of India, Airtel Cellular accesses over 45%

of India's total telephony potential. With the objective of critical mass


Some Marketing And Business Tools Adopted By AIRTEL

As To Promote Its Activities:

Seminars: seminars are conducted at different places by the

expert time by time to make people aware.

Publicity: publicity is done through various media.

Stalls at famous places: they conduct their stall after a particular 

period of time on the famous and public place to attract them towards


DSA (Direct Sales Agency)

Print media






Outlet name Airtel market % Competitor's market% Airtel market% Competitor's Market% Airtel Lapu % Competitor's Lapu % Dashant comm. 40% 60% 45% 55% 41% 59%  Ashish Airlink 67% 33% 45% 55% 45% 55%

New photo comm. 36% 64% 42% 58% 43% 57%

Ringing tone 45% 55% 43% 57% 40% 60% Harjas comm. 38% 63% 43% 57% 38% 63% Jasleen comm. 45% 55% 57% 43% 29% 71%  Arun electronics 38% 62% 38% 63% 38% 62%  Aman comm. 42% 58% 40% 60% 38% 62% Rose comm. 43% 57% 29% 71% 29% 71% TOTAL 45% 55% 43% 57% 37% 63%


40% 67% 36% 45% 38% 45% 38% 42% 43% 60% 33% 64% 55% 63% 55% 62% 58% 57% 45% 45% 42% 43% 43% 57% 38% 40% 29% 55% 55% 58% 57% 57% 43% 63% 60% 71% 41% 45% 43% 40% 38% 29% 38% 38% 29% 59% 55% 57% 60% 63% 71% 62% 62% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80%

Dashant comm. Ashish airlink New photo comm. Ringing tone Harjas comm. Jasleen comm. Arun electronics Aman comm. Rose comm.



Outlet name Airtel market % Competitor's market% Airtel market% Competitor's market% Airtel Lapu % Competitor's Lapu % Gee communication 43% 57% 40% 60% 33% 67% B.K.Marketing 64% 36% 50% 50% 40% 60%  Anand mart 61% 39% 9% 91% 41% 59% Mobile villa 68% 32% 27% 73% 44% 56% S.k.Agg.TV.cen 80% 20% 40% 60% 44% 56% Matrix telecom 37% 63% 50% 50% 30% 70% Gupta properties 58% 42% 38% 62% 45% 55% M.D.H enterprises 74% 26% 42% 58% 53% 47% Mobile city 44% 56% 33% 67% 45% 55% Vishnu electronics 58% 42% 38% 62% 43% 57% TOTAL 61% 39% 24% 76% 43% 57%


43% 64% 61% 68% 80% 37% 58% 74% 44% 58% 57% 36% 39% 32% 20% 63% 42% 26% 56% 42% 40% 50% 9% 27% 40% 50% 38% 42% 33% 38% 60% 50% 91% 73% 60% 50% 62% 58% 67% 62% 33% 40% 41% 44% 44% 30% 45% 53% 45% 43% 67% 60% 59% 56% 56% 70% 55% 47% 55% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% STOCK OF JANAKPURI
























Websites & Search Engine:  AIRTEL‘s reports

Books & magazine on mobile communication

Marketing Management by Philip Kotler 



I Hereby Declare That The Summer Training Project Entitled “TO STUDY THE CUSTOMER SATISFACTION IN AIRTEL” submitted in fulfilment of  'PGDM” is of my original work and not submitted for the award of any other Degree, Diploma, Fellowship or other similar TITLE or PRIZE.



Dear Sir/Madam,

We are thankful to you for patronizing AIRTEL. We hope that you are

satisfied with the product and quality of the services offered by the Airtel. As there is always scope for improvement, we would like to get your opinion in these areas.

I would, therefore, request you to kindly assist us in our efforts by sparing a little time to give us your valuable feedback and suggestions in the feedback form below. Please do not hesitate to inform us of any observation that you think may be relevant. We assure you that we would try to come up to your expectations.


Occupation: ..………

Address: ……… Contact Number: ………..

1. WHICH PRODUCTS OF AIRTEL THEY WERE SELLING AND WHICH NOT?  ________________________________________________________________   ________________________________________________________________   _________________________________________________ 





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