Communication strategy of airtel

American International University-Bangladesh (AIUB)

Subject: Marketing Research Section: (B) Research Report on- Communication Strategy of Airtel Bangladesh Ltd

Submitted To: Chowdhury, AHM Ehsanul Huda Director, Department of BBA American International University-Bangladesh Submitted By: Sarwar , Shafinaz Akter,Salma Afroz,Faria ID 09-13313-1 09-13632-1 09-13338-1

Date of Submission: 10th May, 2012

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Communication strategy of airtel

Communication Strategy of Airtel Bangladesh Ltd

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Communication strategy of airtel

Letter of Transmittal

10 th May, 2012 Chowdhury, AHM Ehsanul Huda Director, Department of BBA American International University-Bangladesh

Dear Sir, It is a great pleasure for us to submit the report to you entitled by Communication Strategy of Airtel Bangladesh Ltd .This report is submitted to fulfill our Marketing Research course requirement. We are grateful to you for your continuous guidance in preparing the group report. Finally, we also believe that this report will satisfy you and we will be happy to answer your any query in future.

Respectfully yours, Shafinaz, Sarwar 09-13313-1 shafinazsarwar@yahoo.com

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Communication strategy of airtel

Acknowledgment

We have taken efforts in this report. However, it would not have been possible without the kind support and help of many individuals and organizations. We would like to extend our sincere thanks to all of them.

We are highly grateful to the respondents who have given their valuable time to fill up the questionnaire. We are also highly indebted to the officers of Airtel customer service centre of Banai area for providing necessary information regarding our report.

We would like to express our special gratitude and thanks to our sir Ehsanul Huda Chowdhury for giving us lots of inspirations & suggestions.

Our thanks and appreciations also go to our classmates in developing the report by giving their opinion.

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Communication strategy of airtel

Executive Summary

Airtel is one of the leading telecommunication companies of our country. In 2010 airtel started their journey in Bangladesh.Before Airtel was known as Warid Telecom. But in January 2010, Bharti Airtel Limited, Asias leading integrated telecom services provider, acquired Warid Telecom and became Airtel Bangladesh Ltd. We have made our report on communication Strategy of Airtel Bangladesh Ltd. Our research is a combination of both exploratory research and conclusive research. We did a questionnaire survey on the university students of Banani area. We chose the students as our respondents because airtel is basically used by the young generation. We analyzed the result through SPSS software. From this research we have gotten a comprehensive idea about the communication strategy of airtel Bangladesh ltd.From the result we have also found that users are happy with the communication strategy of airtel. As our research is done on a specific area with specific customers segment, so may be the result will not be same when it will be done on another customer segments.

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Communication strategy of airtel

Page No Ta ble Of Co ntent CHAPTER ONE

1-4

Organization Overview
CHAPTER TWO

Literature Review

6-7

CHAPTER THREE

Introduction of the Report

9-10

CHAPTER FOUR

Methodology of the Study

12

CHAPTER FIVE

Analysis and Interpretation of the Data 14-20

CHAPTER SIX

Findings of the study

CHAPTER SEVEN

22

Suggestions
CHAPTER EIGHT

24

Conclusion Bibliography Appendix

26 28 28-32

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Communication strategy of airtel

Part-1 Chapter-1 Organizational Overview

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Communication strategy of airtel

1. Organizational Overview:
Bharti Airtel Ltd: Airtel is a leading global telecommunications company with operations in 19 countries. Bharti Airtel Ltd was incorporated in the year 1995 with the name Bharti Tele-Ventures Ltd. The company was promoted by Bharti Telecom Ltd, a company incorporated under the laws of India. The name of the company was changed from Bharti Tele-Ventures to Bharti Airtel Ltd with effect from April 24, 2006 in order to reflect their brand essence, objective and the nature of their business activities. During the year 1995-96, the company launched mobile services under the brand name 'Airtel' for the first time in Delhi and Himachal Pradesh. Bharti Airtel Ltd is a provider of telecommunication services with presence in all the 22 licensed jurisdictions in India and in Sri Lanka. The company is the largest GSM mobile service provider in India. The company offers an integrated suite of telecom solutions to enterprise customers, in addition to providing long distance connectivity both nationally and internationally. The company has fourteen subsidiary companies. The company provides all the services under the Airtel brand. The company operates in four strategic business units, namely Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The company was ranked among the six best performing technology companies in the world.

Airtel Bangladesh Ltd: The Bharti Airtel brand penetrated Bangladesh in January 2010 when it acquired 70 percent ownership in Warid Telecom. With this launching, Airtel Bangladesh joins the global Airtel family with 200 million customers in Asia and Africa continents. The mobile operator, under the Airtel Bangladesh brand, announced the launch of its services in the growing Bangladeshi market nearly a year after it bought majority shares into Warid Telecom. Chris Tobit, chief executive officer of Airtel Bangladesh, said they would value the country's identity, culture and language, as people are passionate about them.Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom and have management and board control of the company. This is the largest investment in Bangladesh by an Indian company.

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Communication strategy of airtel Dhabi Group continues as a strategic partner retaining 30% shareholding and has its nominees on the Board of the Company. The new funding is being utilized for expansion of the network, both for coverage, capacity and introduction of innovative products and services. As a result of this additional investment, the overall investment in the company will be in the region of USD 1 billion.

Vision of Airtel: To be globally admired for telecomservices that delight customers Loved by more customers Targeted by top talent Benchmarked by more businesses

Mission of Airtel: We will meet the mobile communication needs of our customers through: Error- free service delivery Innovative products and services Cost efficiency

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Communication strategy of airtel SOWT analysis of Bangladesh:

Strengths 1.Global brand image 2.Low call tariff 3.Instant cash back offer 4.different product segment for different type of customers 5.Dedicated and customer oriented employees 6. loyal towards customers

Weaknesses 1. Limited coverage 2. Unstable network quality 3. Few customer service centres 4.Don't focus on business solution

SWOT analysis

Opportunities 1.Customers good intention to use airtel service 2. Introduction of new technology andservices. 3. Expand the market in the rural area 4.3G, 4G

Threats 1. Good network quality of competitors 2.Political istability 3. Intense copetition

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Communication strategy of airtel

Chapter- 2 Literature Review

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Communication strategy of airtel 2. Literature Review: Communication Strategy: Communication strategy helps to develop brand awareness, which means that consumers translate product information into perceptions about the products or services attributes and its position within the larger market. Businesses organizations use communication strategy to retain the products and services current customer base, and to cement relationships with customers. Marketing communication strategy defines the businesss plan for product information dissemination and brand awareness development.

In other words, communication strategies are about the alignment of communication with the goals of the business. Companies do not have a face, but they do have an image, which they need to maintain by consistently delivering to their customers. A company's employees are the means by which its services and products are actually delivered; therefore, it is vital for employees to know what the company wants to achieve. It is necessary for them to be aware of what they need to accomplish - in terms of both the brand image of the company and goals.

Objective of communication strategy: A company develops a communication strategy to deliver the right information to the right customers at the right time. A company builds the communication stagey to fulfill the following Objectives: To maintain good relationship with the customers To provide information about their products and services to the customers To increases the customers loyalty to their products and services. To show their existence in the market

Components of communication strategy: Communication strategy consists of one or more communication components. One of the most effective components of communication strategy is advertising. Advertising allows a business to reach a large audience through mass market or target market appeals. Through advertising a company can easily show the benefit of their products or services to their target customers.

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Communication strategy of airtel Another component of communication is personal contact .For maintaining a good relationship with their customers a company give email or sms to their current customers. These sms or email contains information about the companys products or services and also about the new offers. Sometimes companies give messages to their customers in different occasion like-eid,pohela boisakh and so on .This is another part of communication strategy. Benefit of the communication strategy: A well-chosen communication strategy utilizes one or more components to disseminate the companys outgoing message. A market-appropriate communication strategy increases the companys chances to accurately transmit the products benefits, and to have that message positively received by the customer. The business likely benefits from customer goodwill when the company story or customer testimonial strategies are used. An effective communication strategy helps a company to maintain a good and long term relation to its customers. By the communication process a company gets the feedback of the companys performance and on the basis of that feedback they can take the corrective action.

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Communication strategy of airtel

Part -2 Chapter -3 Introduction of the Report

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Communication strategy of airtel

3.1 Rationale of the Study: As a part of the course Marketing Research every student has prepared a research proposal and also a report through theoretical knowledge and practical revelation. The perfect coordination between theory and practice are a paramount importance in the context of modern business world as regards to resolve the dichotomy between these two areas. Our research topic was communication strategy of Airtel Bangladesh Ltd. We chose this topic because telecommunication is one of the booming industries of our country and aitel is one of them. Trough these research we tried to find out the communication strategy of airtel and also whether their customers are satisfied with this communication process or not. As marketing major students we know that communication strategy is one of the indispensable parts of marketing area. But we had only the bookish knowledge about communication. This research helped us to get the practical knowledge about the communication strategy. And we know that action speaks louder than words .So this research enlarged our knowledge about communication strategy and we can also use it in building our future career. This research may be also helpful for our faculty. By evaluating our research paper our faculty will understand our capability of doing research in a particular industry. They will also get the actual condition of that particular industry. Our research may also help Airtel Bangladesh Ltd. Because airtel also come to know about how their communication strategy is working. If there is any lacking in their communication strategy, then they can take the corrective actions.

3.2 Statement of the Problems: A research is conducted to identify any specific problem. We conducted our research to identify the whole communication strategy of airtel. We tried to identify how airtel communicate with their customers. Through these we tried to find out customer satisfaction level of airtel with their communication process .Specifically this research find out answers for the following questions:
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How does airtel communicate with its customers? How does airtel maintain their customers services? Does airtels advertisings are effective?

Communication strategy of airtel What are the lackings in their communication? How do they completely satisfy their customers?

3.3 Scope and Delimitation of the Study: As we did this research for our academic purpose.For this we did not have any financial support so we couldnt conduct our research broadly. On the other hand we had conducted this research with in a limited time. For this we had shorten our scope of the study. We chose Banani area to conduct our survey because that area was convenience for us. Our respondents were basically the university students of Banani area. As airtel is mostly used by the young university going students. We also went to the airtel office and met the employees who gave us detail information about their communication strategy. We engaged for preparing this research paper from 16 th march to 10 th April. We worked approximately eight hours per week.

3.4 Objectives of the Study: As the business students it is indispensable to undergo some practical study like this for the purpose of having flavor of professional atmosphere and make rectification, as required. The objective of this report was to give a clear scenario of the communication process of Airtel Bangladesh Ltd. Furthermore the report also provided some analysis and hence suggestions on how to develop their performance as well as service quality to ensure maximum customer satisfaction. Our objectives were divided into two categories: i. Broad/General Objective: To had comprehensive idea about the communication strategy of airtel

ii.

Specific Objectives: To knew how airtel communicates with their customers To knew the satisfaction level of airtels customers To knew the lackings of airtels communication To suggest the different suggestion

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Communication strategy of airtel

Chapter 4 Methodology of the Study

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Communication strategy of airtel 4.1 Methodology of the Study: Research Type: Our research was combination of both exploratory research and conclusive research. Survey type: We did questionnaire survey. Sample frame: Our sample frame was the airtel users of Banani area. Sample size: Our sample size was 30 respondents. We took 30 airtel users from Bananai area. We chose them randomly. Sample technique: We did probability sampling. We chose our respondent randomly and there was a chance for everyone for being selected.

4.2 Methodology of collecting data: In order to fulfill the objectives of the study both Primary and secondary data were collected Primary sources: We collected our secondary information from following ways: We took Interviews through questionnaire We also had Face-to-face conversation with the respective employees of Customer service center of airtel Secondary sources: Secondary source played a vital role in our data collection. We collected our secondary information from following ways: Annual Reports of Airtel Bangladesh Ltd. Data from various published articles and reports about airtel found in magazines and journals Also from the web sites. http://www.airtel.com/

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Communication strategy of airtel

Part-3 Chapter-5 Analysis and Interpretation of the Data

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Communication strategy of airtel

5.1 Frequency Tables: Table no-1:

Gender consideration of the respondents Cumulative Percent 53.3 100.0

Valid

Male Female Total

Frequency 16 14 30

Percent 53.3 46.7 100.0

Valid Percent 53.3 46.7 100.0

Explanation: From our research result, we have found that males are using airtel more than female. We have found that around 54% airtel users are male and around 47% airtel users are female. As the result is based on our specific population survey, it may not be the actual scenario in the market. Because the population in the market is not same.

Figure No-1

Gender

Male Female

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Communication strategy of airtel Explanation: Among our respondents male is 53.3%, female is 46.7%. Frequency Table: Table no-2: Age consideration of the respondents Cumulative Percent 40.0 70.0 100.0

18-20 Valid 21-23 23-26 Total

Frequency 12 9 9 30

Percent 40.0 30.0 30.0 100.0

Valid Percent 40.0 30.0 30.0 100.0

Explanation: From our research result, we have found that ages between 18-20 students are using more airtel connection. But as this result is developed on the basis of the small population, it may not be same when the research will be done on the whole market. Figure No-2
Age of the respondents

18-20 21-23 23-26

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Communication strategy of airtel Explanation: According to our research result around 40% airtel users are young and their age is between 1820.30% airtel users are above 21-26.

Table no-3: Education level consideration of the respondents Cumulative Per0cent 56.7 86.7 100.0

Valid

Undergraduate Graduate Post Graduate Total

Frequency 17 9 4 30

Percent 56.7 30.0 13.3 100.0

Valid Percent 56.7 30.0 13.3 100.0

Explanation: As we have done our survey on the university students, so all of them are educated. Among them we have found that airtel usage rate is high at undergraduate level and very low at post Graduate level .Because the post graduate students are much more concern about the good network than the price and other offers. Figure No- 3:

Education level

Undergraduate Graduate post Graduate

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Communication strategy of airtel Explanation: From the research result it is found that undergraduate students are using more airtel and they are around 58 % .Graduate students are 30% and post Graduate is 13.3%.This result is based on only the students users. But in the real market besides students other people are also using airtel services. So that time the result may not be as same as it is now.

5.2 Mean & standard deviation: Assemble scale Strongly agree 5 agree 4 Neutral 3 disagree 2 Strongly disagree 1

Descriptive: Table no-4: Descriptive Statistics N Airtel is one of the best mobile service companies of our countryAirtel maintains standard procedure to communicate with its customersAirtel regularly inform its target customers about their new offers23 | P a g e

Minimum

Maximum

Mean

Std. Deviation

30

2.67

1.061

30

2.63

.928

30

1.97

.765

Communication strategy of airtel Airtel's advertisements are effectiveAirtel providees their advertisements in all media Airtel's advertisements are attractive and informativeAirtel has adequate customer service centresAirtel's customer service centres are helpful for you to solve your problemYou are happy with Airtel's communication processValid N (listwise) 30

30

2.87

1.042

30

2.23

.858

30

2.73

1.172

30

3.03

1.129

30

3.07

1.202

30

3.00

1.145

Explanation: From our research result we have found that most of the respondents are agree that airtel is one of the leading telecom companies of Bangladesh and airtel is providing standard service procedures. Most of the respondents are satisfied and agree that airtel provides information about their new offers to the customers Most of the respondents are also happy with airtels advertisings and they are also agree that airtel providers their advertisements in all media. Most of the respondents are neutral about the advertising pattern like weather the advertisements are informative or not. Most of the respondents are again neutral regarding the customer services topic. But they are satisfied with the customer service centres services. Most of the respondents are happy with airtel.
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Communication strategy of airtel 5.3 Interactive Graphs: Figure No-4:

Bars show counts

12

on Cut

0 1 2 3 4 5

Air tel is one of the best mobile service companies of our country-

Explanation: From our research result we have found that most of the respondents are strongly agree that airtel is one of the leading telecom companies of Bangladesh and Figure No-5:

Bars show cou nts

8

on Cut

Air tel's advert isement s are attr act ive and informative-

Explanation: Most of the respondents are neutral about airtels advertisements. But others are satisfied with airtels advertisements. Avery few respondents are dissatisfied with airtels advertisements.

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Communication strategy of airtel Figure No

Bars show co unts

10

on Cu t

Air tel has adequate cust omer service centres-

Explanation: Most of the respondents are neutral about the customer service centers. Some of the respondents are also dissatisfied with customer service centers. Figure No-7:

Bars show co unts

12

on Cut

0 2 3 4 5

You are happy with Airtel's communication process-

Explanation: The respondents are happy with airtels communication process. Most of the respondents are highly satisfied with airtel and its communication strategy.

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Communication strategy of airtel

Chapter-6 Findings of Study

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Communication strategy of airtel 6. Findings of the study: From our research result we tried to identify the communication strategy of airtel and also weather airtel is able to satisfy their customers with their communication process or not. From our research we find out the following facts: Majority of the airtel users are male and their percentage is 53.3% Students mostly between the age of 18-20 use airtel Airtel is one of the leading telecommunication companies of Bangladesh Airtel subscribers are happy with the communication process of airtel Airtels advertisements are effective Customers are moral less happy with the customer care service centers

From the above findings we can say that airtels communication strategy is moderately good. Because we didnt find any result where consumers are strongly disagree or disagree with the effective communication strategy of airtel. Thats why we can say that their position is good in market and their communication strategy is also satisfactory. But our findings are based on our small survey, so may be the findings result will not be same when the research will be done on the whole market

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Communication strategy of airtel

Part -4 Chapter -7 Suggestions

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Communication strategy of airtel 7. Suggestions: Though airtel is maintaining a good communication strategy but to achieve the premier position in the telecom industry airtel should take some new steps or they should improve their current strategies. We have given some suggestions for airtel on the basis of our research. The suggestions are given below: Airtels advertisement should be more rational Airtel should make their advertisements more informative Airtel should establish more customer care centers They should introduce more packages for the professionals They should Continuously progress their communication strategy

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Communication strategy of airtel

Chapter-8 Conclusion

8. Conclusion: Airtel is one of the leading telecom companies of Bangladesh. The research result gives us an comprehensive idea about airtels communication strategy. We get the idea about how airtel communicates with its target customers. We also come to know that airtels advertisements are attractive and informative to the customers. We have found that customers are satisfied with airtels communication strategy. Our research result is based on the airtel users basically the students of Banani area. Because this area was convenient for us to take the interview of the respondents. Because of time and resource limitation we chose only 30 respondents. So the result may be different if it was done in another area or another customer groups.

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Communication strategy of airtel

Part-5 Bibliography & Appendix

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Communication strategy of airtel

9. Bibliography: Bharti Airtel - Rider of the boom - Rishi Joshi and Amit Mukherjee, Business Today 5th March 2008 www.oppapers.com/.../communication-strategies-adopted-by-airtel-pdf www.skylinecollege.com/.../advertising-strategy-of-airtel-cellular-service http://www.answers.com/topic/airtel-telecom-bangladesh#ixzz1pgP7V0BL http://www.answers.com/topic/bharti-airtel#ixzz1pgOQiSMc strat.in/2009/04/telecom-airtel-vs-gp-communications/

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Communication strategy of airtel 10. Appendix: Questionnaire survey

Our topic is about communication strategy of Airtel Bangladesh Limited. This research is conducted as part of our Marketing Research course. The result is used for our academic purposes.

1. Name of the respondent : 2. Gender 3. Age 4. Education level : Male Female

: 18-20 21-23 24-26 : Undergraduate Graduate Post graduate

8. Airtel is one of the best mobile service companies of our country-

Strongly Agree Agree Neutral Disagree Strongly Disagree

9. Airtel maintains standard procedure to communicate with its customers-

Strongly Agree Agree Neutral Disagree Strongly Disagree

10. Airtel regularly inform its target customers about their new offers -

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Communication strategy of airtel Strongly Agree Agree Neutral Disagree Strongly Disagree

11. Airtels advertisements are effective-

Strongly Agree Agree Neutral Disagree Strongly Disagree

12. Airtel provides their advertisings in all media-

Strongly Agree Agree Neutral Disagree Strongly Disagree

13. Airtels advertisements are attractive and informative-

Strongly Agree Agree Neutral Disagree Strongly Disagree

14. Airtel has adequate customer service centre-

Strongly Agree Agree Neutral Disagree Strongly Disagree

15. Airtels customers service centers are helpful for you to solve your problem-

Strongly Agree Agree Neutral Disagree Strongly Disagree

16. You are happy with airtels communication process-

Strongly Agree Agree Neutral Disagree Strongly Disagree

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Communication strategy of airtel

Products offered by Airtel Bangladesh Ltd: Airtel provides both post-paid and pre-paid connection plans. The post-paid plan is branded and marketed across the country under the name airtel Postpaid, which means leader or royalty. The pre-paid segment is branded and marketed as airtel Prepaid. The airtel Prepaid category is divided into five segments: Adda Golpo Kotha Foorti Dolbol

The airtel Postpaid category is divided into three segments: Airtel Exclusive Airtel Classic Airtel Advantage

Value added services offered by Airtel Bangladesh Ltd: Airtel-Postpaid and Airtel Prepaid user enjoy various value added services(VAS), such as SMS, MMS, GPRS, 64K SIM, Dual SIM product, Corporate packages for product advertising via SMS, and a host of other features. However, International Roaming is available only to Warid postpaid users. Logo of Airtel Bangladesh ltd

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Communication strategy of airtel

Airtels Customers Service centre at Banani

Printed advertisement of Airtel Bangladesh Ltd

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Communication strategy of airtel

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