Академический Документы
Профессиональный Документы
Культура Документы
LIMITED
AN ASSIGNMENT
ON
BUSINESS POLICY AND STRATEGY
SUBMITTED BY
TO
(MISS. KHUSHBOO
AND
MISS.SAZIA)
BUSINESS FACULTY
METAS:
ADVENTIST COLLEGE
ATHWALINES, SURAT, GUJARAT
( 27TH DECEMBER,2010 )
DECLARTION
I,EKTA PATEL hereby to declare that this projectis the record of authentic work carried
degree.
CERTIFICATE
I have the pleasure in certifying that EKTA PATEL Is a bonafide student of BBA THIRD
YEAR of SEVENDAY ADVENTIST COLLAGE under ID NO.P221.
She has completed her project work entitled AIRTEL under my supervision.
I certify that this is her original effort & has not been copied from any other
source. This project has also not been submitted in any other University for
the purpose of award of any degree.
This project fulfills the requirements of the curriculum prescribed by University Of Nehu
,for the said course.
Signature:
Date
ACKNOWLEDGEMENT
This is serve gratitude to all those people without whom this PROJECT would have never
seen the light of day.
An endeavor is difficult to even initiate without the help of many souls who are always
there by the grace of God. Researcher project is are sult of help provided by many people.
My project becomes a reality only because of cooperation of many people who had
helped me in completing this project. I sincerely extend my gratitude to Mr.Anmol singh
who has given me this golden opportunity to have an insight in the corporate world and
who has been a source of guidance and support.
I sincerely thank my esteemed guide Mr. Anmol singh for his valuable guidance and co-
operation rendered to me through out the project report. It would not have been possible
for me to complete this project without there meticulous guidance and suggestions.
Last but not the least I would like to thank my parents, friends, Colleagues and the staff
of Bharti Airtel surat, who directly or indirectly help me during the course of project
without which project would have been a Herculean task.
CONTENT
CHAPTERS NAME
CHAPTER:-1 EXECUTIVE SUMMERY
CHAPTER :-2 INDUSTRY PROFILE
CHAPTER :-3 COMPANY PROFILE
CHAPTER :-4 STRATEGIES
• PROMOTINAL STRATEGIES
• COMPETITIVE STRATEGIES
• MARKET SEGMENTATION
• TARGET MARKET SEGMENTION
• PRODUCT POICY AND PLANNING
• AIRTEL’S MARKETING ORIENTATION
• PRICE AND PRICING POLICY
• MARKETING STRATEGY ADOPTED BY BHARTI AIRTEL
• DISTRIBUTION
• PRODUCT LFE CYCLE
CHAPTER :-5 OBJECTIVE OF THE STUDY
CHAPTER :-6 RESEARCH METHODOLOGY
CHAPTER :-7 RESEARCH WORK
CHAPTER :-8 LIMITATION
CHAPTER :-9 SWOT ANALYSIS
CHAPTER :-10 CONCLUSION
CHAPTER :-11 RECOMMENDATION
CHAPTER :-12 BIBOLOGRAPHY
CHAPTER :-13 ANNEXURE
QUESIONNAIRE
CHAPTER :-1
EXECUTIVE
SUMMERY
EXECUTIVE SUMMARY
The project aims at understanding the Marketing strategies at Airtel and its impact on the
perception ofAirtel Cellular Services.
Research has demonstrated conclusively that it is far more costlyto win a new customer
than it is to maintain an existing one. And there is no better way to retain a customer than
to exceed his expectations. For this purpose it is essential to know the level of customer
level for the services provided by Bharti Airtel. The research was done for thecorporate
clients of Bharti Airtel. My job was not only to represent the Corporate Sales Dept. and
collect the feedback from the clients but also to get the major complaints resolved
through internal counselling. There can be no better opportunity to interact with the
external as well as the internal customers ofan organization. Finally the results of the
research verify the fact that keeping the customer satisfied is the best strategy to not only
retain the existing customers but also to expand the business to new horizons.
CHAPETER
:-2
IDNUSTRY
PROFILE
Industry profile
• Basic introduction
Early telecommunications
A replica of one of Chappe's semaphore towers in Nalbach
During the Middle Ages, chains of beacons were commonly used on hilltops as a means
of relaying a signal. Beacon chains suffered the drawback that they could only pass a
single bit of information, so the meaning of the message such as "the enemy has been
The businessman Samuel F.B. Morse and the physicist Joseph Henry of the United States
developed their own, simpler version of the electrical telegraph, independently. Morse
successfully demonstrated this system on September 2, 1837. Morse's most important
technical contribution to this telegraph was the rather simple and highly efficient Morse
Code, which was an important advance over complicated Wheatstone's telegraph system.
The communications efficiency of the Morse Code anticipated that of the Huffman
code in digital communications by over 100 years, but Morse had developed his code
purely empirically, unlike Huffman, who gave a detailed theoretical explanation of how
his method worked.
The first permanent transatlantic telegraph cable was successfully completed on 27 July
1866, allowing transatlantic electrical communication for the first time.[6] An earlier
transatlantic cable had operated for a few months in 1859, and among other things, it
carried messages of greeting back and forth between President James Buchanan of the
United States and Queen Victoria of the United Kingdom.
However, that transatlantic cable failed soon, and the project to lay a replacement line
was delayed for five years by the American Civil War. Also, these transatlantic cables
would have been completely incapable of carrying telephone calls even had the telephone
already been invented. The first transatlantic telephone cable (which incorporated
hundreds of electronic amplifiers) was not operational until 1956.[7]
The conventional telephone now in use worldwide was first patented by Alexander
Graham Bell in March 1876.[8] That first patent by Bell was the master patent of the
telephone, from which all other patents for electric telephone devices and features
flowed. Credit for the invention of the electric telephone has been frequently disputed,
and new controversies over the issue have arisen from time-to-time. As with other
greatinventions such as radio, television, the light bulb, and the digital computer, there
were several inventors who did pioneering experimental work on voice transmission over
a wire, and then they improved on each other's ideas. However, the key innovators were
Alexander Graham Bell and Gardiner Greene Hubbard, who created the first telephone
company, the Bell Telephone Company of the United States, which later evolved
into American Telephone & Telegraph (AT&T).
The first commercial telephone services were set up in 1878 and 1879 on both sides of
the Atlantic in the cities of New Haven, Connecticut, and London, England.[9][10]
Basic elements
A basic telecommunication system consists of three primary units that are always present
in some form:
A transmitter that takes information and converts it to a signal.
A transmission medium, also called the "physical channel" that carries the signal. An
example of this is the "free space channel".
A receiver that takes the signal from the channel and converts it back into usable
information.
For example, in a radio broadcasting station the station's large power amplifier is the
transmitter; and the broadcasting antenna is the interface between the power amplifier
and the "free space channel". The free space channel is the transmission medium; and the
receiver's antenna is the interface between the free space channel and the receiver. Next,
the radio receiver is the destination of the radio signal, and this is where it is converted
from electricity to sound for people to listen to.
Sometimes, telecommunication systems are "duplex" (two-way systems) with a single
box of electronics working as both a transmitter and a receiver, or a transceiver. For
example, a cellular telephone is a transceiver.[22] The transmission electronics and the
receiver electronics in a transceiver are actually quite independent of each other. This can
be readily explained by the fact that radio transmitters contain power amplifiers that
operate with electrical powers measured in the watts or kilowatts, but radio receivers deal
with radio powers that are measured in the microwatts or nanowatts. Hence, transceivers
have to be carefully designed and built to isolate their high-power circuitry and their low-
power circuitry from each other.
Telecommunication over telephone lines is called point-to-point communication because
it is between one transmitter and one receiver. Telecommunication through radio
broadcasts is called broadcast communication because it is between one powerful
transmitter and numerous low-power but sensitive radio receivers.[22]
Telecommunications in which multiple transmitters and multiple receivers have been
designed to cooperate and to share the same physical channel are called multiplex
systems.
Communications networks
A communications network is a collection of transmitters, receivers, and communications
channels that send messages to one another. Some digital communications networks
contain one or more routers that work together to transmit information to the correct user.
An analog communications network consists of one or more switches that establish a
connection between two or more users. For both types of network, repeaters may be
necessary to amplify or recreate the signal when it is being transmitted over long
distances. This is to combatattenuation that can render the signal indistinguishable from
the noise.[24]
Communication channels
The term "channel" has two different meanings. In one meaning, a channel is the physical
medium that carries a signal between the transmitter and the receiver. Examples of this
include the atmosphere for sound communications, glass optical fibers for some kinds
ofoptical communications, coaxial cables for communications by way of the voltages and
electric currents in them, and free space for communications using visible light, infrared
waves, ultraviolet light, and radio waves. This last channel is called the "free space
channel". The sending of radio waves from one place to another has nothing to do with
the presence or absence of an atmosphere between the two. Radio waves travel through a
perfect vacuum just as easily as they travel through air, fog, clouds, or any other kind of
gas besides air.
The other meaning of the term "channel" in telecommunications is seen in the
phrase communications channel, which is a subdivision of a transmission medium so that
it can be used to send multiple streams of information simultaneously. For example,
one radio station can broadcast radio waves into free space at frequencies in the
neighborhood of 94.5 MHz (megahertz) while another radio station can simultaneously
broadcast radio waves at frequencies in the neighborhood of 96.1 MHz. Each radio
station would transmit radio waves over a frequency bandwidth of about
180 kHz (kilohertz), centered at frequencies such as the above, which are called
the "carrier frequencies". Each station in this example is separated from its adjacent
stations by 200 kHz, and the difference between 200 kHz and 180 kHz (20 kHz) is an
engineering allowance for the imperfections in the communication system.
In the example above, the "free space channel" has been divided into communications
channels according to frequencies, and each channel is assigned a separate frequency
bandwidth in which to broadcast radio waves. This system of dividing the medium into
channels according to frequency is called "frequency-division multiplexing" (FDM).
Another way of dividing a communications medium into channels is to allocate each
sender a recurring segment of time (a "time slot", for example, 20 milliseconds out of
each second), and to allow each sender to send messages only within its own time slot.
This method of dividing the medium into communication channels is called "time-
division multiplexing" (TDM), and is used in optical fiber communication.[24][25] Some
radio communication systems use TDM within an allocated FDM channel. Hence, these
systems use a hybrid of TDM and FDM.
Modulation
The shaping of a signal to convey information is known as modulation. Modulation can
be used to represent a digital message as an analog waveform. This is commonly
called "keying" - a term derived from the older use of Morse Code in telecommunications
- and several keying techniques exist (these include phase-shift keying, frequency-shift
keying, and amplitude-shift keying). The "Bluetooth" system, for example, uses phase-
shift keying to exchange information between various devices.[26][27] In addition, there are
combinations of phase-shift keying and amplitude-shift keying which is called (in the
jargon of the field) "quadrature amplitude modulation" (QAM) that are used in high-
capacity digital radio communication systems.
Modulation can also be used to transmit the information of low-frequency analog signals
at higher frequencies. This is helpful because low-frequency analog signals cannot be
effectively transmitted over free space. Hence the information from a low-frequency
analog signal must be impressed into a higher-frequency signal (known as the "carrier
wave") before transmission. There are several different modulation schemes available to
achieve this [two of the most basic being amplitude modulation (AM) and frequency
modulation (FM)]. An example of this process is a disc jockey's voice being impressed
into a 96 MHz carrier wave using frequency modulation (the voice would then be
received on a radio as the channel "96 FM").[28] In addition, modulation has the advantage
of being about to use frequency division multiplexing (FDM).
Society and telecommunication
Telecommunication has a significant social, cultural. and economic impact on modern
society. In 2008, estimates placed the telecommunication industry's revenue at $3.85
trillion (USD) or just under 3.0 percent of the gross world product (official exchange
rate).[1]The following sections discuss the impact of telecommunication on society.
Economic impact
Microeconomics
On the microeconomic scale, companies have used telecommunications to help build
global business empires. This is self-evident in the case of online
retailer Amazon.com but, according to academic Edward Lenert, even the conventional
retailer Wal-Mart has benefited from better telecommunication infrastructure compared
to its competitors.[29] In cities throughout the world, home owners use their telephones to
organize many home services ranging from pizza deliveries to electricians. Even
relatively-poor communities have been noted to use telecommunication to their
advantage. In Bangladesh's Narshingdi district, isolated villagers use cellular phones to
speak directly to wholesalers and arrange a better price for their goods. In Côte d'Ivoire,
coffee growers share mobile phones to follow hourly variations in coffee prices and sell
at the best price.[30]
Macroeconomics
On the macroeconomic scale, Lars-Hendrik Röller and Leonard Waverman suggested a
causal link between good telecommunication infrastructure and economic growth.[31] Few
dispute the existence of a correlation although some argue it is wrong to view the
relationship as causal.[32]
Because of the economic benefits of good telecommunication infrastructure, there is
increasing worry about the inequitable access to telecommunication services amongst
various countries of the world—this is known as the digital divide. A 2003 survey by
the International Telecommunication Union (ITU) revealed that roughly one-third of
countries have fewer than one mobile subscription for every 20 people and one-third of
countries have fewer than one land-line telephone subscription for every 20 people. In
terms of Internet access, roughly half of all countries have fewer than one out of 20
people with Internet access. From this information, as well as educational data, the ITU
was able to compile an index that measures the overall ability of citizens to access and
use information and communication technologies.[33] Using this measure, Sweden,
Denmark and Iceland received the highest ranking while the African
countries Nigeria, Burkina Faso and Mali received the lowest.[34]
Social impact
Telecommunication has played a significant role in social relationships. Nevertheless'
devices like the telephone system were originally advertised with an emphasis on the
practical dimensions of the device (such as the ability to conduct business or order home
services) as opposed to the social dimensions. It was not until the late 1920s and 1930s
that the social dimensions of the device became a prominent theme in telephone
advertisements. New promotions started appealing to consumers' emotions, stressing the
importance of social conversations and staying connected to family and friends.[35]
Since then the role that telecommunications has played in social relations has become
increasingly important. In recent years, the popularity of social networking sites has
increased dramatically. These sites allow users to communicate with each other as well as
post photographs, events and profiles for others to see. The profiles can list a person's
age, interests, sexuality and relationship status. In this way, these sites can play important
role in everything from organising social engagements to courtship.[36]
Prior to social networking sites, technologies like SMS and the telephone also had a
significant impact on social interactions. In 2000, market research group Ipsos
MORI reported that 81% of 15 to 24 year-old SMS users in the United Kingdom had
used the service to coordinate social arrangements and 42% to flirt.[37]
Other impacts
In cultural terms, telecommunication has increased the public's ability to access to music
and film. With television, people can watch films they have not seen before in their own
home without having to travel to the video store or cinema. With radio and the Internet,
people can listen to music they have not heard before without having to travel to the
music store.
Telecommunication has also transformed the way people receive their news. A survey by
the non-profit Pew Internet and American Life Project found that when just over 3,000
people living in the United States were asked where they got their news "yesterday",
more people said television or radio than newspapers. The results are summarised in the
following table (the percentages add up to more than 100% because people were able to
specify more than one source).[38]
Local TV National TV Radio Local paper Internet National paper
59% 47% 44% 38% 23% 12%
Telecommunication has had an equally significant impact on advertising. TNS Media
Intelligence reported that in 2007, 58% of advertising expenditure in the United States
was spent on mediums that depend upon telecommunication.[39] The results are
summarised in the following table.
Interne Cable Syndicate Spot Networ Newspape Magazin Outdoo
Radio Total
t TV d TV TV k TV r e r
Perce
7.6% 7.2% 12.1% 2.8% 11.3% 17.1% 18.9% 20.4% 2.7% 100%
nt
$10.6 $18.0 $16.8
Dollar $11.31 $4.17 $25.42 $28.22 $30.33 $4.02 $149
9 2 2
s billion billion billion billion billion billion billion
billion billion billion
Modern operation
Telephone
Assisting communication across many modern optic fibre networks is a protocol known
as Asynchronous Transfer Mode (ATM). The ATM protocol allows for the side-by-side
data transmission mentioned in the second paragraph. It is suitable for public telephone
networks because it establishes a pathway for data through the network and associates
a traffic contract with that pathway. The traffic contract is essentially an agreement
between the client and the network about how the network is to handle the data; if the
network cannot meet the conditions of the traffic contract it does not accept the
connection. This is important because telephone calls can negotiate a contract so as to
guarantee themselves a constant bit rate, something that will ensure a caller's voice is not
delayed in parts or cut-off completely.[53] There are competitors to ATM, such
as Multiprotocol Label Switching (MPLS), that perform a similar task and are expected
to supplant ATM in the future.[54]
The Internet
The Internet works in part because of protocols that govern how the computers and
routers communicate with each other. The nature of computer network communication
lends itself to a layered approach where individual protocols in the protocol stack run
more-or-less independently of other protocols. This allows lower-level protocols to be
customized for the network situation while not changing the way higher-level protocols
operate. A practical example of why this is important is because it allows an Internet
browser to run the same code regardless of whether the computer it is running on is
connected to the Internet through an Ethernet or Wi-Fi connection. Protocols are often
talked about in terms of their place in the OSI reference model (pictured on the right),
which emerged in 1983 as the first step in an unsuccessful attempt to build a universally
adopted networking protocol suite.[68]
For the Internet, the physical medium and data link protocol can vary several times as
packets traverse the globe. This is because the Internet places no constraints on what
physical medium or data link protocol is used. This leads to the adoption of media and
protocols that best suit the local network situation. In practice, most intercontinental
communication will use the Asynchronous Transfer Mode (ATM) protocol (or a modern
equivalent) on top of optic fibre. This is because for most intercontinental communication
the Internet shares the same infrastructure as the public switched telephone network.
At the network layer, things become standardized with the Internet Protocol (IP) being
adopted for logical addressing. For the World Wide Web, these "IP addresses" are
derived from the human readable form using the Domain Name
System (e.g. 72.14.207.99 is derived fromwww.google.com). At the moment, the most
widely used version of the Internet Protocol is version four but a move to version six is
imminent.[69]
At the transport layer, most communication adopts either the Transmission Control
Protocol (TCP) or the User Datagram Protocol (UDP). TCP is used when it is essential
every message sent is received by the other computer where as UDP is used when it is
merely desirable. With TCP, packets are retransmitted if they are lost and placed in order
before they are presented to higher layers. With UDP, packets are not ordered or
retransmitted if lost. Both TCP and UDP packets carry port numbers with them to specify
what application or process the packet should be handled by.[70] Because certain
application-level protocols use certain ports, network administrators can manipulate
traffic to suit particular requirements. Examples are to restrict Internet access by blocking
the traffic destined for a particular port or to affect the performance of certain
applications by assigning priority.
Above the transport layer, there are certain protocols that are sometimes used and loosely
fit in the session and presentation layers, most notably the Secure Sockets Layer (SSL)
and Transport Layer Security (TLS) protocols. These protocols ensure that the data
transferred between two parties remains completely confidential and one or the other is in
use when a padlock appears in the address bar of your web browser.[71] Finally, at the
application layer, are many of the protocols Internet users would be familiar with such
as HTTP (web browsing),POP3 (e-mail), FTP (file transfer), IRC (Internet
chat), BitTorrent (file sharing) and OSCAR (instant messaging).
Local Area Networks and Wide Area Networks
Despite the growth of the Internet, the characteristics of local area networks ("LANs" -
computer networks that do not extend beyond a few kilometers in size) remain distinct.
This is because networks on this scale do not require all the features associated with
larger networks and are often more cost-effective and efficient without them. When they
are not connected with the Internet, they also have the advantages of privacy and security.
However, purposefully lacking a direct connection to the Internet will not provide 100%
protection of the LAN from hackers, military forces, or economic powers. These threats
exist if there are any methods for connecting remotely to the LAN.
There are also independent wide area networks ("WANs" - private computer networks
that can and do extend for thousands of kilometers.) Once again, some of their
advantages include their privacy, security, and complete ignoring of any potential hackers
- who cannot "touch" them. Of course, prime users of private LANs and WANs
include armed forces and intelligence agencies that must keep their information
completely secure and secret.
In the mid-1980s, several sets of communication protocols emerged to fill the gaps
between the data-link layer and the application layer of theOSI reference model. These
included Appletalk, IPX, and NetBIOS with the dominant protocol set during the early
1990s being IPX due to its popularity with MS-DOS users. TCP/IP existed at this point,
but it was typically only used by large government and research facilities.[72]
As the Internet grew in popularity and a larger percentage of traffic became Internet-
related, LANs and WANs gradually moved towards the TCP/IP protocols, and today
networks mostly dedicated to TCP/IP traffic are common. The move to TCP/IP was
helped by technologies such as DHCP that allowed TCP/IP clients to discover their own
network address — a function that came standard with the AppleTalk/ IPX/ NetBIOS
protocol sets.[73]
It is at the data-link layer, though, that most modern LANs diverge from the Internet.
Whereas Asynchronous Transfer Mode (ATM) orMultiprotocol Label Switching (MPLS)
are typical data-link protocols for larger networks such as WANs; Ethernet and Token
Ring are typical data-link protocols for LANs. These protocols differ from the former
protocols in that they are simpler (e.g. they omit features such as Quality of
Service guarantees) and offer collision prevention. Both of these differences allow for
more economical systems.[74] Despite the modest popularity of IBM token ring in the
1980s and 90's, virtually all LANs now use either wired or wireless Ethernets. At the
physical layer, most wired Ethernet implementations use copper twisted-pair
cables (including the common 10BASE-T networks). However, some early
implementations used heavier coaxial cables and some recent implementations
(especially high-speed ones) use optical fibers.[75] When optic fibers are used, the
distinction must be made between multimode fibers and single-mode fiberes. Multimode
fibers can be thought of as thicker optical fibers that are cheaper to manufacture devices
for but that suffers from less usable bandwidth and worse attenuation - implying poorer
long-distance performance.[76]
CHAPTER :
-3
COMPANY
PROFILE
Company profile
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
BhartiGroup, has a diverse business portfolio and has created global brands in
thetelecommunication sector. Bharti has recently forayed into retail business as
BhartiRetail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It
hassuccessfully launched an international venture with EL Rothschild Group to
exportfresh agri products exclusively to markets in Europe and USA and has launched
BhartiAXA Life Insurance Company Ltd under a joint venture with AXA, world leader
infinancial protection and wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first
private telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered thecourse
of the telecom sector in the country with its world class products and services .The
businesses at Bharti Airtel have been structured into three individual strategic business
units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The
mobile business provides mobile & fixed wireless services using GSM technology across
23 telecom circles while the Airtel Telemedia Services business soffers broadband &
telephone services in 95 cities. The Enterprise services provideend-to-end telecom
solutions to corporate customers and national & international longdistance services to
carriers. All these services are provided under the Airtel brand.
OUR BRAND
Airtel was born free, a force unleashed into the market with a relentless andunwavering
determination to succeed. A spirit charged with energy, creativity and ateam driven “to
seize the day” with an ambition to become the most globallyadmiredtelecom service.
Airtel, in just ten years of operations, rose to the pinnacle of achievement.
As India's leading telecommunications company Airtel brand has played the role as a
major catalyst in India's reforms, contributing to its economic resurgence.
Today we touch peoples lives with our Mobile services, Telemedia services, toconnecting
India's leading 1000+ corporates. We also connect Indians living in USA,UK and Canada
with our callhome service.
“We at Airtel always think in fresh and innovative ways about the needs of ourcustomers
and how we want them to feel. We deliver what we promise and go out ofour way to
delight the customer with a little bit more”
EMPLOYEES
We believe that one of the most important drivers of growth and success for
anyorganization is its people. At Bharti Airtel, our ‘Mantra’ for employee delight
focuseson 5 Ps- People, Pride, Passion, Processes and Performance.
Bharti Airtel has been recognized among the Best Employers in the Country for
twosuccessive years – being 14th in 2003 & jumping ahead of several other
largeconglomerates to an enviable position of the 2nd Best Employer in the Country in
2004.This is a clear demonstration & acknowledgement of the robust, progressive, people
aswell as business aligned Human Resource practices, which the organization
hasdeveloped and implemented remarkably in a very short span of time.
Bharti Airtel follows an “open door policy” to approach the management, which
helpsresolve issues with mutual agreements. We encourage people to stand up against
anyunfair treatment for which we have the Office of the Ombudsman, where
employeescan raise any issues regarding business and workplace conduct. Bharti
ensurestransparency through the various communication policies, strategies and plans.
.Regular Employee Communication Forums provides a platform for the employees
toraise issues that require resolution.
Our leaders strongly believe in facilitating and initiating activities that help
employeesmanage their health and well-being. Our focus always remains to redefine
leadership;we develop leaders who enable performance and inspire their people to
unleash theirpotential. Our people orientation reflects in our vision of being “targeted by
top talent”,and a key aspect of our business focus “building a best-in-class leadership
team thatnurtures talent at every level.’’
Employee friendly HR policies have been put in place, which amply reflect
theorganization’s concern for its people. Some typical examples of these policies and
practices include a family-day at office, half day leave for birthdays, gifts
foranniversaries, compulsory 10 days off, festival celebration with family, no
officialmeetings on weekends, five day weeks, concierge services, call centre
engagementprograms etc. These “care” policies and practices are applied across the
organizationallevels without any discrimination.
From self-management workshops to aerobics sessions, yoga classes to provision
ofrelaxation/meditation rooms, we ensure that every employee keeps a check on
his/herfitness. Tie-ups with leading health service organizations enable our employees
toundertake periodical health check-ups depending upon their age. This facility is
alsoextended to employee family members at discounted rates. The company
providesFlexible Group Mediclaim insurance to all employees, covering all kinds of
illnesses,accidents and hospital coverage for serious ailments. Apart from these
specificengagements, we regularly organize health check up camps, eye check-up camps
and stress management sessions. Some of our offices have opened gymnasiums/fitness
facilities to ensure that the fitness fanatics do not have to worry about time constraints
to remain fit. At many of our locations, we have hired psychologists who undertake
personal counselling sessions for employees.
Bharti Airtel offers a flexible compensation structure to its employees wherein the
employees have the flexibility to structure their fixed component of their compensation
according to their requirements within the ambit of legislation.
Our Performance Linked Incentive (PLI) schemes are linked with the variable
component of our compensation structure. This component is linked to both theindividual
performance against his/ her set KRAs (Key Result Areas) and the overallperformance of
the business entity that an employee belongs to.Our leaders and managers understand the
need to bring clarity to employees about howtheir roles, goals and actions align the
realization of organization’s vision and goals.The mechanisms like Performance
Management System (PMS) and TalentManagement Process (TMP) are the key sources
of identifying the training needs of theemployees and check to competency levels for
promotion.
At Bharti we believe in the philosophy to refuse, reduce, reuse and recycle. Thecompany
has taken many initiatives in this regard, both within the offices for thebenefit of our
employees; and for outside world for the convenience of the people
Few examples of the initiatives taken are mentioned below:
(a) Most of the new Airtel buildings recycle waste water for sanitary and cooling of
equipment purposes e.g. DG sets and AC systems. These buildings also have rain water
harvesting systems for ground water replenishment where appropriate.
(b) All Airtel offices have energy efficient light fittings and DG sets. We also ensure
automation that enables energy savings in our buildings. Building Management System
(BMS) – Intelligent Building concept is being followed in all the new Airtel building
and campuses that are coming up. TheBMS controls The Heating, Ventilation and Air-
conditioning (HVAC) system,, electricity load management, water management,
parking management, security and safety systems to ensure an efficiently run building
on optimal resources.
(c) New buildings also incorporate the concept of and Energy Wheel which optimises
energy efficiency in buildings. The AC system in our buildings adds a certain amount
of fresh air periodically; In the process of adding this fresh air the cool air within
thebuilding vents out which may result into higher usage of energy to bring the
cooling/temperature back. The Energy Wheel concept ensures that as we bring the fresh
air in itis pre-cooled thereby optimizing energy efficiency.
(d) Air quality is checked periodically in all Bharti Airtel offices, and based on the
results, duct cleaning, carpet cleaning, chair and sofa shampooing is undertaken. Water
quality is also monitored in cooling towers for DG sets and Air Conditioner systems so
that water born diseases such as legionella, etc. are avoided.
(e) Use of air curtains on major office exits and double glazing also results in
significant energy saving.
(f)At the time of oil change in DG sets etc. the discarded oil for disposal is only sent to
companies/ vendors approved by the Central Pollution Control Board (CPCB) for
proper disposal as per CPCB approved processes. All Bharti Airtel offices follow the
basic requirements specified by the Pollution Control Board) and ensure statutory
compliance.
(g) All Bharti Airtel offices have fire alarm systems. Periodic fire drills are carried out
in Bharti Airtel offices as a practice. All Airtel offices are provided with First Aid
boxes and have identified people as First Aid specialists.
Community Initiatives
Corporate Social Responsibility is embedded in, and built upon, the stated ‘values’ of
Bharti – the institution. These values guide all our activities and each employee is
encouraged to take decisions and design business-linked processes that are sensitive to
communities and environment.
“We have an obligation to fulfill to society and the communities in which we operate,
and help improve the quality of life for everyone, today and in the future.”
Based on the basic guidelines and direction provided in the Code of Conduct, Bharti
has undertaken many community programs.
(b) Bharti Foundation, a separate vehicle established in 2000 to lead the CSR agenda of
Bharti Group of Companies
Business division
Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the
largest mobile service provider in the country, based on the number of customers.
The group offers high speed broadband internet with a best in class network. With
Landline services in 94 cities we help you stay in touch with your friends & family and
the world. Get world class entertainment with India’s best direct to home (DTH) service
digital TV in more than 150 cities.
Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier
customers. This division comprises of the Carrier and Corporate business unit. Enterprise
Services is regarded as the trusted communications partner to India's leading
organizations, helping them to meet the challenges of growth.
Discover the magical experience of digital enterainment with Airtel. From DVD quality
picture and sound, the best and widest variety of channels and programmes to the best on-
demand content on Airtel Live, your TV viewing experience change forever with digital
TV from Airtel!
Broadband Advantage
Now experience the internet in a new way with Airtel Broadband.It is powered by DSL
technology which gives you blazing-fast; secure Internet accessas soon as you switch on
your computer
.
We give you the power of limitless discovery on Internet– from shopping tobanking,
paying bills to making new friends and not to mention endless fun & learningfor children.
Power Surfing
With speed of up to 2Mbps, feel the excitement of doing more on Internet.
Shop,download MP3, exchange heavy files and chat at an enviable speed, all thanks to
anextensive Broadband Services infrastructure. No more disconnections in the middle
ofdownload.
Robust installation
Our world class infrastructure & end-to-end digital network of underground coppercable
lines ensure an extremely robust connection that eliminates the risk of damage.Superior
server technology and a dedicated port provide total security to data storageand
information exchange through the Internet.
Entertainment On Airtel
Just log-in with your Airtel Broadband ID andunleash great music at great prices.
Airtel brings you a wide range of high-quality and exciting games in alliance with India
games. Just login with your Airtel Broadband ID and start playing.
Reach Airtel
Our aim is to help you as quickly and as efficiently as possible at first point of contact.In
this section you'll find an opportunity to email us directly, useful telephone
numbers,quick links to store locations, payment centers and much more.
Customer Support
As an Airtel customer you have the convenience to access our 24-hr customer
servicenumber from any part of India, from your Airtel phone. What's more, you can
access usfrom your landline too.
Payment Centres
Choose from a host of convenient payment options only with Airtel. Walk into anyAirtel
relationship centre and make your payment by cash or credit card. Drop a chequeat any of
our conveniently located cheque drop boxes.
Instant Access
Digital Subscriber Line (DSL) technology provides instant Internet and network accessat
speeds up to 50 times faster than a 28.8Kbps modem on a standard analogue phoneline.
There are no dial-up delays, no busy signals. What used to take minutes or hoursto
download, will now take just seconds or minutes.
Experience Multimedia
With DSL Internet Service you can download graphics-heavy files, large
documents,software, photos, email attachments, and more, instantly. It's perfect for real-
timeinteractive multimedia, broadcast quality video, distance learning, and video-on-
demand. And because DSL Internet Service sends data and voice over the same line,you
can talk on the phone while you are online.
Never Wait!
It's also a service that you don't have to dial into. Just turn on your PC, open a
browser,and you're ready to surf. (No more hearing those annoying beeps and tones,
thenwaiting to be connected. You're always connected whenever you wish to!).
BeyondInternet access, DSL also has the ability to carry additional phone lines
andentertainment services using the same pair of wires.
High-speed Internet access through DSL, changes your Internet experience perceptibly.
Services
Video Surveillance Solutions
Control your business. 24x7
Now you can observe your office, warehouse, shop and staff from your PC from
Any where and at all times, with the Video Surveillance Solution.
BusinessLive@24X7
With BusinessLive@24X7, it's like being there! 24 hours a day, 365 days a
year. BusinessLive@24X7 is a PC based multi-channel system that utilises the
mostadvanced digital video compression technologies to bring you the highest stillpicture
quality and video clarity. It is a custom-made, remote, digital VideoSurveillance
Solution, that will let you keep an eye from your office or home onwhat is going on at a
specific location. It ensures safety and peace of mind alongwith quality service, technical
warranty and maintenance.
In Touch
Create and share your precious moments with your loved ones with In Touch. In Touchis
more fun and personal than email or voicemail. It’s a great way to reach out to yourloved
ones who are far away.
Video Postcard TM
Here's a really unique way to communicate with family, friends, businessassociates &
colleagues, even if they're not In Touch subscribers. Our serviceallows you to create,
review and send a Video Post Card TM to any valid e-mailId. They get an e-mail that
links to your Video Post Card TM recorded in fullmotion video and sound.
Security
An important feature of the In Touch system is the security of yourcommunications. Our
secure network ensures that your profile informationremains completely confidential.
In Touch will not publish your name in any directory (online or print). You can receive
messages or calls from family and friends only. In Touch does not offer the option to
‘find-a-friend’ (common among manycommunity solutions) as this has proven to be a
source of abuse and spam.
Requirement
you must be a registered member to use this service.
Tariffs
What is Wifi ?
Wifi is a wireless technology brand by the Wifi Alliance that gives you a host offantastic
advantages ranging from reliability to security. The simple installationprocedure gives
you access to unsurpassed performance instantly. Commonapplications for Wife include
Internet and VoIP phone access, gaming, and networkconnectivity for consumer
electronics such as televisions, DVD players, and digitalcameras. Just like cell phones,
televisions and radios, the wireless network also usesradio waves.
Wireless technology is clearly the future of networking.
New Delhi, India, October 31, 2008: Bharti Airtel Limited (“Bharti Airtel” or
“thecompany”) today announced its audited US GAAP results for the second quarter
andhalf year ended September 30, 2008. It has once again maintained its strong
growthmomentum.
The consolidated total revenues for the quarter ended September 30, 2008 of
Rs.9,020crore grew by 42% and EBITDA of Rs. 3,699 crore grew by 37% on a year on
yearbasis. The net income for the quarter ended September 30, 2008 was Rs. 2,046 crore,
agrowthof27%overlastyear.
Bharti had 7.99 Cr subscribers, as on September 30, 2008, an increase in the total
subscriber base of 57% over the corresponding period last year and maintained its
leadership position through an improved market share of all India wireless subscribers
at 24.6% as on September 30, 2008, up from 23.4% corresponding to the same period
oflastyear.
Commenting on the results and performance, Mr. Sunil Bharti Mittal, Chairman &
Managing Director, Bharti Airtel Limited, said “With record customer additions
every month, Airtel continues to consolidate its leadership position in the market. The
successful launch of DTH service has provided another opportunity to the brand to
strengthen it’s connect with the customers, while generating a new revenue stream.”
Investor Relations
Creating value for our customers, employees, investors, partners, vendors and thesociety
at large lies at the root of our fundamental business strategy. Our core principlesof trust
and transparency have come a long way in helping us develop and nurture long-term
relationships with our key stakeholders. Our performance exudes from our beliefin and
commitment to the telecom sector; and translates into creating innovativeexciting
opportunities for one and all.
We are one of India’s leading providers of telecommunication services with anationwide
presence in all the 23 licensed jurisdictions (also known as TelecomCircles). We served
an aggregate of 82,748,790 customers as of October 31, 2008; ofwhom 80,199,747
subscribe to our GSM services and 2,549,043 use our TelemediaServices either for voice
and/or broadband access delivered through DSL. We are thelargest wireless service
provider in the country, based on the number of subscribers asof October 31, 2008. We
also offer an integrated suite of telecom solutions to ourenterprise customers, in addition
to providing long distance connectivity both nationallyand internationally. We have
recently forayed into media by launching our DTHServices in October 2008. All these
services are rendered under a unified brand “Airtel”
Fact sheet
Business Provides GSM mobile services in all the 23 telecom circles in India, and was the first private
Description operator to have an all India presence. Provides tele-media services (fixed line and broadband
services through DSL) in 95 cities in India.
Customer 80,199,747 GSM mobile and 2,549,043 Telemedia Customers (status as on October 31, 2008)
Base
Operational Provides GSM mobile services in all the 23 telecomcircles in India, and was the first private
Network operator tohave an all India presence. Provides telemedia services (fixed line) in 95 cities in
India.
.The company also deploys, owns and manages passive infrastructure pertaining to
telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns
42% of Indus Towers Limited.Bharti Infratel and Indus Towers are the two top providers
of passive infrastructure services in India Company shares are listed on The Stock
Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE)
Partners
The company has a strategic alliance withSi ngT el. The investment made by SingTel is
one of the largest investments made in the world outside Singapore, in the company.
The company’s mobile network equipment partners include Ericsson and Nokia. In the
case of the broadband and telephone services and enterprise services (carriers),
equipment suppliers include Siemens, Nortel, Corning, among others. The Company
also has an information technology alliance with IBM for its group-wide information
technology requirements and with Nortel for call center technology requirements. The
call center operations for the mobile services have been outsourced to IBM Daksh,
Hinduja TMT, Teletech & Mphasis.
• Bharti Airtel, India’s leading private integrated telecom company, has been atthe
forefront of the telecom revolution and has transformed the telecom sectorwith its
world-class services built on leading edge technologies.Bharti has beena
pioneering force in the telecom sector and today enjoys a strong
nationwidepresence.
• Sunil started his career at a young age of 18 after graduating from
PunjabUniversity in India and foundedBharti, with a modest capital, in the
year1976.
• Bharti has grown successfully in partnership with various leading companies of
the world - Singapore Telecom, Vodafone, Warburg Pincus, British Telecom to
name a few.
• The other businesses in the group are consumer electronics (Beetel), lifeinsurance
with AXA of France (Bharti AXA), and a joint venture with theRothschild group
to develop Indian horticulture and export fruits and vegetablesto the world
(FieldFresh)
• Bharti has recently entered into a JV with Wal-Mart for setting up supply
chain,logistics and cash and carry to support the burgeoning retail market in India.
• Sunil is an alumnus of Harvard Business School, MA, USA.
• Sunil has been conferred one of the highest civilian award – Padma Bhushan
Sunil has been conferred the degree of Doctor of Science (Honoris Causa) by the
G B Pant University of Agriculture & Technology.
2. July 11, 2008: Bharti Airtel Limited voted as India 's most innovative company ,in
a survey conducted by The Wall Street Journal . Bharti Airtel was ranked asthe
most innovative in responding to customer needs in a survey conducted
todetermine Asia 's 200 most-admired companies.
3. June 13, 2008: Sunil Bharti Mittal received U.S.-India Business Council's'Global
Vision' Award . The prestigious award recognizes his entrepreneurialzeal and
contribution to Indian business.
4. June 11, 2008: Airtel voted the 2nd Most Trusted Service Brand in the Annual
Economic Times-Brand Equity, Most Trusted Brands survey
5. June 2008: Airtel wins the Platinum Trusted Brand Award in the Mobile Service
provider category in the Reader's Digest Asia Trusted Brands Survey .
6. May 26, 2008: Airtel was honoured with the prestigious 'Wireless
ServiceProvider of the Year' award at the 2008 Frost & Sullivan Asia Pacific
ICTAwards.
7. April 17, 2008: Bharti Airtel had the distinction of being amongst 2
companiesworldwide and the only one in India , to be honoured with the 'Gallup
GreatWorkplace Award'.
8. April 8, 2008: Airtel adjudged as the 'Best Carrier India' at the Telecom
AsiaAward 2008 . The Telecom Asia Awards, constituted by the Telecom
Asiamagazine, seek to recognize outstanding performances of companies
andindividuals in the Asian telecommunication industry based on criteria such
asfinancials, market standing, technology and corporate governance.
Shares
The equity shares of Bharti Airtel are currently listed on National StockExchange of
India Limited (NSE) and The Stock Exchange, Mumbai, (BSE).Bharti Airtel offered
185,336,700 equity shares in the initial public offering (IPO) andraised Rs 8,340.15
million through this process. The shares were over subscribed 2.56times.
With this IPO, Bharti Airtel established certain important landmarks in the history ofthe
Indian capital market. Together with being the first 100% book building processthat this
country has seen, the listing was completed within a record time of ten workingdays. of
the close of the issue. Moreover the process of allotment and issue of shareswas also
completed within one day of the last day of pay-in.
The book running lead managers for the IPO were JM Morgan Stanley and DSP Merrill
Lynch and the registrars to the issue was Karvy Consultants Limited.
Organisation Structure
Board of Directors
Audit Committee
Memorandum of Association
Article of Association
Code Of Conduct
Board of Directors
Theboard of directors of the Company has an optimum mix of executive and non-
executive directors, which consists of two executive and fourteen non-
executivedirectors.The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is
anExecutive Director and the number of Independent Directors on the Board is 50%ofthe
total board strength. The independence of a director is determined on thebasisthatsuch
director does not have any material pecuniaryrelationship with theCompany, its
promoters or its management, which may affect the independence of thejudgment of a
Director. The board members possess requisite skills, experience andexpertise required to
take decisions, which are in the best interest of the Company.
2. Manoj Kohli
3. Sanjay Kapoor
4. Atul Bindal
5. K Srinivas
6. Jyoti Pawar
7. Shamini Ramalingam
8. Joachim Horn
9. S. Asokan
10. KrishnamurthyShankar
11. SrikanthBalachander
Tarrif structure
Prepaid Tariffs
Airtel Prepaid Ready Cellular Card and Recharge Cards areavailable, all over the city at
over retail outlets including 24-houroutlets. Airtel Prepaid Ready Cellular Card and
Recharge Cardsare available, all over the city at over retail outlets including 24-hour
outlets.
ISD (Rs./min)
SMS (Rs.)
Local Rs.1.20
National Rs.2.00
International Rs.5.00
Other Details
Rs 50 Local Airtel-Airtel Mobile talktime per month for 6 months
First month Airtel-Airtel credit within 72hrs of activation & balance credit by 1st week
of every month)
The SMS charge as applicable is per 160 characters
Validity- 24 months.
POSTPAID
Airtel Postpaid allows you to choose from a variety of affordabletalk plans, convenient
payment options and host of rich features.So get set to enjoy a world of limitless
possibilities!
Security Deposit NA
Clip NA
Clip Rs. 99
Std-rates
50-200km
200-500
500+km
ISD
USA, Canda, Europe (Fixed Line),Austalia, Singapore, Hong Kong,Thailand, Rs. 7.20
Malaysia, Indonesia, newZealand
Security Deposit NA
Clip NA
Clip Rs. 50
SMS
Local Rs 1.00
National Rs 2.00
VAS Rs.3.00
This Bill Plan is also available under Advance Rental of Rs. 799 for 2 years.
Local Pack
STD Pack
Airtel to other mobiles (non Airtel) & fixed lines nos. at Rs 2 / min.
Monthly rental Rs 75 per month/-
Special offer for Airtel Telephone service customers for availing Airtel Mobile services
If you already have Airtel Telephone service, you can buy a new Airtel Mobile
connection under Airtel One Standard150 Plan.
Benefits:
Non security deposit.
No membership / activation fee
Enjoy calls to your Airtel fixed line no. at just 50 P / min.
Monthly rent of Rs 25 for reduced call rates to your Airtel
fixed line has been waived off for 1 year.
For details, call us 516-12345
Security Deposit NA
Clip NA
Clip Rs. 50
Airtel GSM Landli
/CDMA ne /
(10Digit WLL
)
Std-rates
50-200km 2.00 2.40 2.40
200-500 2.00 2.40 2.40
500+km 2.00 2.40 2.40
ISD
USA, Canda, Europe (Fixed Line),Austalia, Singapore, Hong Kong,Thailand, Malaysia, Rs. 7.20
Indonesia, newZealand
Cuba, Sao tome & Principle,Guinea Bissau, Diego Garcia,Nauru, Solomon Islands, Rs.40.00
Vanuatu,cook island ,Tuvalu , Tokelau ,Norfaulk Island ,Sakhalin
SMS
CHAPTER:
-4
STRATEGI
ES OF
BHARTI
AIRTEL
LTD .
1. PROMOTIONAL STRATEGY
The Bharti Mobile promoted AirTel cellular service will go in forrepositioning of its
brand image. The new brand ethos isportrayed in two distinct fashions - the tag line
"TouchTomorrow", which underscores the leading theme for the newbrand vision,
followed by "The Good Life", which underscores amore caring, more customer centric
organization. Aimed at re-engineering its image as just simply a cellular service provider
toan all out information communications services provider, TouchTomorrow is meant to
embrace the new generation of mobilecommunication services and the changing scope of
customerneeds and aspirations that come along with it.
The new communication is about a new dimension in the cellularcategory that goes
beyond the Internet, SMS, roaming, IVRS, etcbut which engulfs the whole gamut of
wireless digital broadbandservices that will constitute tomorrows cellular services. The
newcampaign is in two phases - the first of which will communicateoverall brand
philosophy and the second products and services.According to Mr. Jagdish Kini, Chief
Operating Officer, BhartiMobile Limited, Karnataka "We are adopting a new brand-
platform - Touch Tomorrow - not only to reflect our corporate ethos but also business
strategy". The new identity will have the logo in Red, Black and White colours along
with lower case typography to convey warmth. AirTel will incorporate the latest branding
in all of its communication and will soon be going in for an enhanced promotional drive
to establish the brand's presence.
2. COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed themarket picking up the bulk of
the high usage premium clients.This is a very competitive industry with the two
companiesdifferentiating either on value-added services or price.Airtel isperceived as the
high quality provider and has a premium image.Essar, on the other hand, is perceived as
the lower end serviceprovider.Airtel positions itself as the market leader on the basisof
the number of subscribers.Essar is trying to counter this byemphasising on the reach of its
network and the quality of itsservice.However, Essar is somewhat not been very
successfullargely due to the inconsistency in advertising.
To promote themselves, both the players have been dependenton tactical advertising
However, they have restrained from usingcomparative advertising Hoardings have been a
very popularmedium for carrying the advertisements Airtel has also beenadvertising on
television using the Bharti Telecom name.
Distribution Support
1.Logistics
• Monitor handset and SIM card requirements of
channel partners and co-ordinate with stores
3.Telesales
4 Audit
5.Retail
4.MARKET SEGMENTATION
Airtel has targeted the premium and upper middle class. Therationale behind it is that
only those segments should betargeted who value time and have the paying capacity.It Is
alsoplanning to target the business tourists during their stay in thecapital About 60% of
the clientele are top executives of corporatehouses.About 15% are foreign organisations
and the rest areprofessionals and small businessmen.During the introductionstage there
was intense pressure to get consumers across tohook up with their brand, because getting
them to switch brandloyalty later would be hard So far Airtel marketers have been
concentrating totally on thebusiness executive class but now that the basic viable
volumeshas beer) built up and prices have declined to a certain extentthey are planning to
venture further a field.
POSITIONING
and a status symbol The emphasis is toremove misconception that the cellphone is an
expensive means of communication and drive home the point that the cellphone is
actually a day-to-day utility
first mover all the time.It hasrecognised the significance of making the first move--
tremendous pace.
can be and will be copied and in timebecome expected component of the product. Airtel
seeks tocarry out this segmentation through provision of new informationservices and
making new facilities available.The product policyand planning depends on the stage of
the product life cycle.Atpresent the cellular phone market has reached the
This involves the selection of the suitable hardware (handset)and its software (its
services.) with reasonable price in order todeliver maximum price performance to its
customers.
In addition, it offers free Airtime services and other concessions tomake the prices and
thus the product more attractive.It hasalso opened a 24 hours customer service.
Only price doesn't serve as an effective differentiator, value added services become the
effective differentiator.The "Value Added Services" provided from Airtela re:-
for some reason the caller can leavemessages in the voice mail box which can be later
The short message service is like a two-way pager.It gives anoption of sending and
receiving text messages directly from onemobile phone to another without the
intervention of an operator.
This service helps the subscriber to send and receive Faxes,access E-mail, download
computer files from other systems andremotely log on to another computer and surf the
Internet.
The cash card is a pre-paid and pre-activated card which allowsthe buyers to buy air time
peoplewho travel to Delhi often and those who want to control theexpenses on their calls.
v) Caller ID
To prevent or limit outgoing calls, for example, in peak hours.Also possible to exclude
one or several countries, or anygeographical region, to permit only local calls, or to limit
It is in the operators -Interest that they not only get manysubscribers but also get them to
use the mobile facilityfrequently.In the early stages getting increases to subscribemay be
easier than getting them to talk since they will find itcostlier to use the mobile phone as
buy]
Roaming facility is available while the subscriber is travelling.The billing is done in the
available, simply insert the SIM card of the local operator Intoyour handset and start
talking.
• Manual Roaming means a separate SIM card is provided for each city
• Semi automatic roaming means one card has the facility for different cities.
Since this is a high-involvement expensive product, the service provider has to fully
take care of the customers.
AIRTEL has realised that the Indian market is price sensitive.Therefore it care of the has
customers-Generally, the cellular services are more expensive than the landline based
telephone services.This is due to the reason that theoperating companies are required to
9.MARKETING STRATEGY
ADOPTED BY BHARTI AIRTEL
10.DISTRIBUTION
Company
Franchisee Distributor
Dealer Dealers
Customers Customers
and 15 Distributors- They also have 8'instant access cash card counters- Each franchises
or distributorcan have any number of dealers under him as long as the personis approved
franchise and should employ anofficer recruited by Airtel.This person acts as an liaison
long as their territories do not overlap.Butunfortunately Airtel has not been very
company contributes 75% of the money and the franchises contributes 25% of
and the dealer obtain the feedbackfrom the customers and they are sent through the
liaison officeron a day-to-day basis to Airtel.The dealer has to invest Rupees.One Lakh as
an initial investment.The dealer of Airtel are notallowed to provide any other operators'
service.
Target set for distributors and the dealers is 100 -150 activationsper month.Hence the
dealers can also go for their ownpromotions like banners and discounts on festivals
for the handset and proof of residence hasonly to wait an hour before getting connected.
The staff of thedealers and the franchisees are providedtraining by the Airtelpersonnel.
The complaints encountered by the franchisees and dealers areeither handset being non-
functional or the SIM Card not gettingactivated. Anything more complicated is referred
With Airtel, the subscriber wouldn't just get a personal phonethat lets him/her be in
touch, always, but also gets a host ofbenefits that let him/her manage his/her time like
(SIM card) - that is the key to operating his/her cellularphone.His card activates Airtel
cellular services and contains acomplete micro-computer chip with memory to enable one
toenjoy one's cellular phone thoroughly. Each SIM card contains aPIN code (Personal
Identity Number) which may be entered byone.Just plug your SIM card into your cellular
The pattern of cellphone subscriber growth observed elsewherein the world reveals that
the growth in the market is Initially slowfollowed by a sharp acceleration, but so far that
has nothappened in India.As far as the Product Life Cycle is concerned.Indians are at the
Marketing objectives
Create product awareness Maximize market share Maximize profit whole
and trail defending market share
Strategies
Product Offer a basic Offer valued Increase in value
product service . services . added services.
Price Charge cost-plus Price to penetrate Price to match or
market best competitors
Distribution Buid selective Buid intensive Build more
distribution distribution intensive
distribution
Advertising Build product Build Stress brand
awareness awareness and differences and
among early interest in the benefits.
adopters and mass market
dealers.
Sales Use heavy sales Increase to Increase to
promotion promotion to entice build and encourage
people to subscribe maintain brand-
relationships switching
with customers
CHAPTER
:-5
OBJECTIV
E OF THE
STUDY
RESEARCH METHODOLOGY
hypothesis that has to be tested. The conclusions have been drawn by exploratory
research work.
There have been two sources of information collected:
a)Primary Sources
I have met retailers of the Airtel of the company and have beenable to get first hand
information regarding the product, itsfeatures and the buying patterns of the product.
b) Secondary Sources
Secondary source has played a vital role to play in this report. A good amount of data has
been collected from various published articles and reports found in magazines and
journals. Another vital source has been the Internet and particularly the companies own
website.
CHAPTER:-
7
RESEARCH
WORK
RESEARCH WORK
FRIENDS 23
ADVERTISMENT 36
INTERNET 15
EXECUTIVE 26
26 23
15
36
Acoording to table and chat its clearly show that peole are more aware by the
advertisement in my research there is 36 out of 100 pepole are knowing about airtel by
the advertisement and by the internet only 15 pepole can aware about the airte.
ADVERTISMENT 8
GOOD WILL 18
CONNECTIVITY 28
SCHEMES 32
SERVICES 42
8
18
42
28
32
Acoording to table and chat its clearly show that peole are attract to airtel bcoz of airtel’s
gud services,42 person say that they like service of airtel and person can less attract by
the advertisement its only 8 person.
AIRTEL 37
VODAFONE 32
IDEA 11
BSNL 8
RELIANCE 12
12
8
37
11
32
Acoording to table and chat its clearly show that peole are prefare airtel when they are
using mobile in my research 37 person can choose airtel .
ADVERTISMENT 6
GOOD WILL 16
CONNECTIVITY 28
SCHEMES 34
SERVICES 44
6
16
44
28
34
Acoording to table and chat its clearly show that peole are go to airtel bcoz of airtel
providing a good services and schemes which is best than any other company .in my
research 44 person think that airtel’s service is best than others .
LESS THAN 30 20
30-70 24
MORE THAN 70 56
20
56
24
Acoording to table and chat its clearly show most of the people are using airtel
connection almost 56 person can say that they have more than 70 numbers in their phone
book .
AUDIOVISUAL 44
PRINT 24
AUDIO 32
32
44
24
Acoording to table and chat its clearly show that people like a audiovisual advertisement
almost 44 person can say that they like audiovisual advertisement .
YES 73
NO 27
27
73
YES NO
Acoording to table and chat its clearly show that peole are mostly get benift of airtel’s
schemes almost 73 person can say that they can get benefit by the airtel schemes .
NOKIA+AIRTEL 12
AIRTEL MUSIC 6
AIRTEL POSTPAID SERVICE 26
AIRTEL BROADBAND 16
AIRTEL DTH 12
AIRTEL PREPAID SERVICE 28
12
28 6
26
12
16
NOKIA+AIRTEL
AIRTEL MUSIC
AIRTEL POSTPAID SERVICE
AIRTEL BROADBAND
AIRTEL DTH
AIRTEL PREPAID SERVICE
Acoording to table and chat its clearly show that mostly people like a prepaid and
postpaid services .28 person can say that they like a prepaid services and 26 person can
say that they like postpaid service .
22
47
32
Acoording to table and chat its clearly show that people are like airtel hello tunes .47
person can say that they like a hello tunes .
32
43
25
Acoording to table and chat its clearly show that peole are prefare a both service i.e
prepaid.43 person are prefare a both .
25
23
Acoording to table and chat its clearly show that most of peole are connected with
airtel .almost 30 person say that they are connected with airtel last 2years .
PERSONAL 56
OFFICE /BUSINESS 44
44
56
Acoording to table and chat its clearly show that peole are using airtel bcoz of their
personal use in my research 56 person say that they are using airtel bcoz of their personal
use .
YES 42
NO 58
42
58
YES NO
Acoording to table and chat its show that stil airtel is not a number one company of the
india .only 42 person say that airtel is number one of India .
CHAPTER
:-8
LIMITATIO
NS
LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful result but as nothing
in this world is 100% perfect I believe that there will still the chance for error on account
of following limitations-
1. Respondent’s unavailability.
3. Courtesy bias.
4. The sample survey is done on a very small number of people thus the results
drawn may be different from the opinion of the universe.
5. The time of two months is very less for covering all the aspects of the project.
7. Very less time was there for interacting with corporate clients.
9. The last but not the least is that the database which I gathered from the
websites is not so reliable because many times I face a difficulty to find the
address of the companies and sometimes the companies change the address
and not upgrade in the websites due to which I waste my time as well as
money also.
CHAPTER:-
9 SWOT
ANALYSIS
STRENGTHS
1.Strong Brand Image.
2.Good Network Connectivity.
WEAKNESS
1.Perceived As An Expensive Brand.
OPPORTUNITY
1.Poor Network Connectivity of Its Competitors.
THREATS
1.Strong Visibility Of Competitors.
2.Sour Experience With Airtel By Few Can Lead To Bad Word Of Mouth.
CONCLUSION
RECOMMENDATION
The Study was conducted in to very vast group of respondents and so its reflections
and interpretations provide a suggestion platform me as:
1.No charge for SMS advertising
It these suggestion and limitations will entertained properly the should be very
brighter. SMS Advertising world semester, Innovative and creative way of
Advertising.
CHAPTER :-12
BIBLOGRAPH
Y
BIBLIOGRAPHY
www.airtel.in
www.airtelworld.com
www.researchandmarket.com
www.info-shop.com
www.smartmobs.com
www.yahoosearch.com
www.google.com
CHAPTER:-
14
ANNEXURE
QUESTIONNAIRE
I Ekta patel a final year of BBA student of Sevenday Adventist collage ,surat presently
pursuing BBA(Marketing).I have prepared the following questionnaire for the complition
of my summer project .I peomise that all answer provided by you won’t be made
public.the questionnaire is purely for education purpose
BHARTI AIRTEL,SURAT(GUJARAT)
PERSONAL DETAIL
NAME :-………………………………………………………………….
AGE :-………………………………………………………………….
OCCUPATION :-…………………………………………………………………..
GENDER :- ……………………………………………………………………
ADDRESS :-……………………………………………………………………
PHONE NO. :- ……………………………………………………………………
CELLULAR
SERVICE USED :-……………………………………………………………………..