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
MR ALOK SINGH(ZSM Varanasi) MR ALOK SINGH(ZSM Varanasi) S
SUBMITTEDUBMITTED TTOO:: SSUBMITTEDUBMITTED BB Y Y::
MR. K M KUMAR MR. K M KUMAR
1. Acknowledgement Acknowledgement
2. Objective of the StudyObjective of the Study
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.
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)
OBJECTIVE OF THE STUDY
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.
TELECOM HISTORY SINCE 1842 TILL NOW………..”
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
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
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
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
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
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.
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:
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.
The research approach for the purpose was secondary
research to collect the information on the subject.
I used direct observation, customer data & survey as research
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.
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 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
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
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
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
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
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
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
2) Comprises the circles of Delhi, Himachal Pradesh, Karnataka and
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.
ADVANTAGES OF PREPAID
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
Buy an Airtel prepaid card without having to pay any rentals!
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!
Avail of instant recharge on your Airtel prepaid card with just a f ew
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
POST PAID PLANS
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
CONTACT US BY PHONE
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 CELLULAR FOOTPRINT
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)
STOCKOutlet 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.
STOCKOutlet 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
STOCK OF NARAINA
MATCH COMPETITORS SCHEMES.
COMMUNICATE THE SCHEMES TO RETAILERS DAILY.
BETTER NUMBERS IN PRE – PAID AS CUSTOMER REQUIRES
ENHANCE THE SERVICE IN AREAS WITH WEAK NETWORK.
COORDINATION BETWEEN DEPARTMENTS MUST BE
THE ZBM & ZSM MUST VISIT THE ‗A‘ CLASS RETAILERS
AIRTEL CONNECTIONS ARE SELLING BECAUSE OF BEST
GOOD RELATIONSHIP OF FOS. & REATILER IS BEING HELPFUL
LARGE MARKET COVERAGE, EASY AVAILABILITY OF
CUSTOMER CARE NUMBER DOES NOT CONNECTS EASILY AND
EXECUTIVES THERE WERE ALSO NOT AWARE OF THE
Websites & Search Engine: www.airtelworld.com www.bhartiteleventures.com www.researchandmarket.com www.info-shop.com www.smartmobs.com www.yahoosearch.com 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.
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.
Address: ……… Contact Number: ………..
1. WHICH PRODUCTS OF AIRTEL THEY WERE SELLING AND WHICH NOT? ________________________________________________________________ ________________________________________________________________ _________________________________________________