CHAPTER I INTRODUCTION Airtel comes to you from Bharti Airtel Limited, India's largest integrated and the first

t 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 the course of the telecom sector in the country with its world class products and services. Bharti Airtel has been leveraging the Gallup employee engagement framework to drive business for the last five years. Gallup Great Work Place awards were created to recognise the efforts of Gallup clients in using the engagement framework to drive their businesses. STEP or Small Team Engagement Programme develops the functional and people management skills of vertical heads by giving them challenging targets and leadership roles in cross-functional teams in order to groom them as future business leaders. Life helps families of employees come closer to one another and thus helps in building a conducive work atmosphere, says Mr. Krish Shankar, Director, HR, Bharti Airtel Ltd. Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector. Bharti Airtel Limited is today acknowledged as one of India's finest companies, and its flagship brand 'Airtel', has over 22 million customers across the length and breadth of India.
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While a joint venture with TeleTech Inc., USA marked Bharti.s successful foray into the Customer Management Services business, Bharti Enterprises. Dynamic diversification has continued with the company venturing into telecom software development. Recently, Bharti has successfully launched an international venture with EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri products exclusively to markets in Europe and USA. TELECOMMUNICATION INDUSTRY The telecommunications industry is responsible for radio, television, voice communications, and broadband services. The growth and innovation of the telecom industry has enabled people to communicate across the globe and access endless amounts of information over the internet. Broadband services are becoming faster and easier to access with fiber optic networks and wireless services like WiMax and CDMA. Many of the major telecom companies have merged over the last 10 years in order to offer massive product and service portfolios, as well as further capitalize on bundled media packages ('triple play"). These new technologies and growth through mergers are enabling these companies to find new revenue sources and growth opportunities in a mostly mature market. Worlds telecom industry is an uprising industry, proceeding towards a goal of achieving two third of the world's telecom connections. Over the past few years information and communications technology has changed in a dramatic manner and as a result of that world telecom industry is going to be a booming industry. Substantial economic growth and mounting population enable the rapid growth of this industry.

The telecommunications market is expected to rise at an 11 percent compound annual growth rate at the end of year 2010. The leading telecom companies like AT&T, Vodafone, Verizon, SBC

Communications, Bell South, Qwest Communications are trying to take the advantage of this growth. These companies are working on telecommunication fields like broadband technologies, EDGE(Enhanced Data rates for Global Evolution) technologies, LAN-WAN inter networking, optical networking, voice over Internet protocol, wireless data service etc. The telecom industry is taking a crucial part of world economy. The total revenue earned from this industry is 3 percent of the gross world products and is aiming at attaining more revenues. One statistical report reveals that approximately 16.9% of the world population has access to the Internet. The telecom industry has grown and evolved at an incredible pace for the last 20 years, dramatically changing the way people communicate and transforming everyday life along the way. Mobile broadband subscribership has topped 200 million worldwide. And the rollout of 3G networks in emerging markets means there is the potential for mobile broadband subscribers to outnumber wireline broadband subscribers within the next decade. This rapid growth has created a dynamic and competitive industry climate with continually evolving technology and staggering financial stakes. The shift of revenue from fixed to mobile and from voice to data is accelerating. Data and media are being untethered from specific devices or networks. Powerful new mobile devices deliver a combination of functions previously available only from multiple tools.
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The telecommunications industry was comprised of a club of big national and regional operators. Over the past decade, the industry has been swept up in rapid deregulation and innovation. In many countries around the world, government monopolies are now privatized and they face a plethora of new competitors. Traditional markets have been turned upside down, as the growth in mobile services out paces the fixed line and the internet starts to replace voice as the staple business. Indian Telecom Industry The India telecom market ranks among the fastest growing industries in the country. The improvement in the standard of living and the development of infrastructure and connectivity are some of the mains reasons for the significant growth of the telecom industry. The growth is expected to be more over the years. Presently, there are around 200 million telephone lines in India which make it the third largest phone network in the world after China and the US. Today, the telecom market in India enjoys a growth rate of around 45 % which is the highest in the whole world. India continues to be one of the fastest growing telecom markets in the world. Reforms introduced by successive Indian governments over the last decade have dramatically changed the nature of

telecommunications in the country. The sector ranks second in the world, with over 225.7 million telephone subscriptions by 2011-end.The fast track growth of the Indian telecom industry has made it a key contributor to Indias progress. India adopted a phased approach for reforming the telecom sector right from the beginning. Privatization was gradually introduced, first in value-added services, followed by cellular and basic
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services. An independent regulatory body, Telecom Regulatory Authority of India (TRAI), was established to deal with competition in a balanced manner. This gradual and thoughtful reform process in India has favored industry growth. Today, there are more than 225 million telecom subscribers in India. Every month, 6-7 million new subscribers are added. Upcoming services such as 3G and WiMax will help to further augment the growth rate. Furthermore, the Indian economy is slated to sustain its 7-9 per cent growth rate in the near future. This is supported by the political stability that the country is experiencing currently. Indias demographic outlook makes it one of the largest markets in the world. A conducive business environment is also created by a favorable regulatory regime. There exists enormous business potential for telecom companies on account of the countrys low teledensity, which is close to 19 per cent presently. The Indian telecom industry is growing at the fastest pace in the world and India is projected to be the second largest telecom market globally by 2011 The Indian Telecommunications network with 200 million connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and represents unique opportunities for U.S. companies in the stagnant global scenario. Mobile Airtel has nationwide presence and is the market leader with a market share of almost completely (as of May 2010). It is 6th most valued brand according to an annual survey conducted by Brand Finance and The Economic Times in 2010.

On 19 October 2004, Airtel announced the launch of a BlackBerry Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele-Ventures Limited and Research In Motion (RIM). The Apple iPhone 3G was rolled out in India on 22 August 2008 by Airtel & Vodafone. Both the cellular service providers rolled out their AppleiPhone 3GS in the first quarter of 2010. However, high prices and contract bonds discouraged consumers and it was not as successful as the iPhone is in other markets of the world. The Apple iPhone 4 was introduced on 27 May 2011 by Airtel & Aircel. The iPhone 4S in India was available on Airtel and Aircel. While in other countries carrier locked phones (phones using the network only of carrier from which they are brought) have less price compared to fully unlocked phones (phones having the allowance of using any network supported) the carrier of India Sell at the same price of an unlocked version and are available more expensive than other countries, and therefore having less buys. 3G On 18 May 2010, 3G spectrum auction was completed and Airtel will have to pay the Indian government 12,295 crore (US$2.7 billion) for spectrum in 13 circles, the most amount spent by an operator in this auction. Airtel won 3G licences in 13 telecom circles of India: Delhi,Mumbai, Andhra Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (east), Rajasthan, West Bengal, Himachal Pradesh, Bihar, Assam, North East, Jammu & Kashmir. Airtel also operates 3G services in Maharastra, Goa, Kanpur and Kolkata through an agreement

with Vodafoneand in Gujarat through an agreement with Idea. This gives Airtel a 3G presence in 15 out of 22 circles in India.

On 20 September 2010, Bharti Airtel said that it has given contracts to Ericsson India, Nokia Siemens Networks (NSN) and Huawei

Technologies to set up infrastructure for providing 3G services in the country. These vendors will plan, design, deploy and maintain 3G-HSPA (third generation, high speed packet access) networks in 13 telecom circles where the company has won 3G licences. While Bharti Airtel has awarded network contracts for seven 3G circles to Ericsson India, NSN would manage networks in three circles. Chinese telecom equipment vendor Huawei Technologies has been introduced as the third partner for three circles. On 24 January 2011, Airtel launched 3G services in Bangalore, Karnataka its largest circle by revenue. With this launch, Airtel became the third private operator (fifth overall) to launch its 3G services in the country following Reliance Communications and Tata Docomo. On 27 January 2011, Airtel launched 3G in Chennai and Coimbatore. On 27 July 2011 Airtel launched 3G in three major cities in Kerala (Trivandrum, Cochin and Calicut) with 3G network sharing agreement between idea. Airtel plans to cover 1,500 cities across 13 circles by the end of March 2012. The company, which has 3G licences for 13 circles, is also in talks with other service providers to roll out the services in the remaining 10 circles as part of its roaming offerings. Airtel had about 3 million 3G subscribers as of May 2011.

4G On 19 May 2010, the broadband wireless access (BWA) or 4G spectrum auction in India ended. Airtel paid 3314.36 crores for spectrum in 4 circles. The circles it will provide 4G in are Maharashtra, Karnataka, Punjab and Kolkata. Airtel has selected Nokia Siemens Networks to build and operate its TD-LTE network in Maharashtra. Airtel is expected to launch 4G services in by the end of 2012 using TD-LTE technology in 2.3 GHz frequency band. VAS Fraud There has been lot of criticism about Airtel for its unauthorised VAS activation. Many of its services were activated automatically according to a complaint forum. Several thousands of users were falsely billed, for example downloading wallpaper or ringtones. In return Airtel launched STOP/START 121 services for such issues. Alternatively, you can sign up on the "Do Not Disturb" list to avoid all telemarketing calls and SMSes. Controversy Bharti Airtel (India) along with Loop Mobile, Idea Cellular, Reliance Communications and Vodafone was issued notices by Telecom Regulatory Authority of India (TRAI) for violation of Mobile number portability (MNP) regulations. According to TRAI, they had received complaints from customers regarding wrong rejection of porting requests by telecom operators and 10 had been charged for a message requesting porting code through number 1900. Bharti Airtel faces the largest number
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of complaints, at 893 by December 2011, for rejecting mobile number porting requests. People having cancer due to tower above building are also reported while they mostly are found to be of Airtel and has one of the worst towers in India. Telemedia The Telemedia business provides services in 89 Indian cities and consists of two brands. Airtel Broadband provides broadband and IPTV services. Airtel provides both capped as well as unlimited download plans [reduced speeds at unlimited data are implied]. The maximum speed available for home users is 16Mbit/s. Airtel Fixed Line which provides fixed line services. Airtel has about 3.16 million wireline customers, of which 42.6% are broadband/internet subscribers as of August 2010. Until 18 September 2004, Bharti provided fixed-line telephony and broadband services under the Touchtel brand. Bharti now provides all telecom services including fixed-line services under a common brand "Airtel". Digital Television The Digital TV business provides Direct-to-Home (DTH) TV services across India under the brand name Airtel digital TV. It started services on 9 October 2008 and has about 32.44 million customers as of August 2010.

Enterprise The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos through its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing stations. It has two sections under it. Mobile data service The different services under mobile data are BlackBerry services,a web-enabled mobile email solution working on 'Push Technology', USB modem that helps in getting instant access to Internet and corporate applications, Airtel Data Card that gives the liberty to access the internet anytime, Easy Mail is a platform that provides access to

personal/corporate e-mails independent of handset operating system and application services that shorten the queues at the billing section, off-load the pressure on the billing staff and bring convenience to the user. Enterprise business solutions There are two kind of solutions offered by Airtel. One is GPRS Based Solutions like mobile applications tools for enterprise, Track Mate, automatic meter reading solutions etc. and the other is SMS Based Solutions like interactive sms, bulk sms, inbound call center solutions. Android-based tablet Beetel Teletech Ltd., a unit of Bharti Enterprises Ltd., on 18 August launched a 9,999 rupees ($220) 7-inch tablet in India based on Google Inc.'s Android operating system. The offering is intended to
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capitalize on the expected demand for cheap computing devices in the world's fastest-growing and second-largest mobile phone market. Rest of the World Africa Bangladesh Sri Lanka Channel Islands: Jersey and Guernsey On 1 May 2007, Jersey Airtel and Guernsey Airtel, both wholly owned subsidiaries of the Bharti Group, announced they would launch mobile services in the British Crown Dependency islands of Jersey and Guernsey under the brand name Airtel-Vodafone after signing an agreement with Vodafone. Airtel-Vodafone operates a 3G network in Jersey and Guernsey. Jersey and Guernsey are British Crown Dependencies. They are not independent countries. Therefore, Airtel's countries of operation is considered to be 19. Subscriber Base Bharti Airtel has about 243.336 million subscribers worldwide 232.95 million in India and South Asia and 50.949 million in Africa as of the end of December 2011. The numbers include mobile services subscribers in 19 countries and Indian Telemedia services and Digital services subscribers.

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STATEMENT OF THE PROBLEM Cellular services are performing well. But it is not that much level it has to face much competition due to the technology development. Today fashion becomes yesterdays model of the cellular. Marketing the product is the difficult work of the marketer. Demand of the customer is related to the product increase in some times and vice versa. The wide market is not converted by the marketer due to their incapability. market demand is essential one. Consumer demand is to be considered because, the consumer as a king of marketing. Marketer should fulfil the consumer needs. SCOPE OF THE STUDY The market and marketing are important in the modern world. This analysis consists of the airtel cellular service in Salem market, market segments and coverage are included under this evaluation. Schemes, types of recharge, market area, beneficiaries of Airtel card and competitors were studied under this head. The study limits within the Salem city only. It involves the respondents of all category consumers working in various fields like Government employees, private sector, professionals, self employee and etc.. The study is aimed to analysis the market and marketed area of Airtel cellular service over the Tamil Nadu and the respondents of the various type of customers in Salem.

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OBJECTIVE OF THE STUDY To study the consumer trends in telecommunication sector. To study consumer decision-making & preferences. To study marketing strategies adopted by Airtel. To study the level of customer satisfaction in Airtel. To study the market potential. To study customer purchase decision behaviour. To understand the needs of different consumer segments. Comparative study of different mobile companies.

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METHODOLOGY Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information as a specific topic. In fact, research is an of scientific investigation. The Advanced Learners Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry specially through search for new facts in any branch of knowledge. Redman and More define research as a systematized effort to gain new knowledge. Some people consider research as movement, a movement from the known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research. Defining the research problem: A researcher must find the problem and formulate it so that it becomes susceptible to research. Like a medical doctor, a researcher must examine all the symptoms (observed by him) concerning a problem before he can diagnose correctly. And therefore, I have also defined the research problem i.e. to study consumer trends, behaviour, preferences and level of satisfaction in Airtel communication Ltd.

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PRIMARY OBJECTIVES: To identify the market standing of the airtel limited with its competitive telecom companies. To study and analyze the perception status and the movement of the airtel services along with its competitors. SECONDARY OBJECTIVES: Find out the potential market and also prefer to write for competitive. Find out the potential customers, who can be very beneficial for the company. To make aware the customer about companys services and to educate them and aware about the different benefits. To have a healthy conversation with customer to build a good relationship, to find out the problem related with the service of the company. To motivate the customer towards companys services and to collect the meaningful suggestion for company betterment. To formulate the competitive marketing strategies to have better approach to the customer. To study the present, past and response of customer towards the services of airtel.

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RESEARCH DESIGN Marketing research is often concerned with the behaviours of the consumer in the respect marketing research have drawn heavily on the behavioural. Sciences such a psychology and sociology in fact the contribution of these science to marketing research have been very significant especially with regard to two aspect. 1. The research technique used by psychology and they have amply used sociologists being of considerable relevance to marketing researchers. 2. The concept and the theories of these behavioural sciences are also proved to be relevant to market researcher. Type of information to be collected: a. Phrasing of the questionnaire. b. Order or sequence of the question. c. Number of question to be asked. d. Lay out of the questionnaire.

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LIMITATIONS In this project, I have tried to present facts with figures penetrating to my survey skill it has some limitation, which are there in this project need identification. 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. The time of two months is very less for covering all the aspects of the project. The feedback received from the individuals is according to his perception, limited exposure and personal knowledge level. Very less time was there for interacting with corporate clients. Problem in meeting with the concern person without appointment. 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.

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CHAPTER SCHEME The introductory chapters deals with the introduction, evolution of market scope of the study, statement of the problem, objectives, Hypothesis, methodology, statistical tools and limitation of the study. The second chapter include the profile of the study, company profile and area of the study. The third chapter consists of review of literature. The fourth chapter contains of analysis and interpretations of data relating to Airtel cellular service. The final chapter resume consolidates findings, suggestions and conclusion.

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CHAPTER II COMPANY PROFILE Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully launched an international venture with EL Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world leader in financial protection and wealth management. Airtel comes to you from Bharti Airtel Limited, Indias 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 the course 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 (SBUs) - 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 offers broadband & telephone services in 95 cities. The Enterprise services provide end-toend telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand

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Airtel Brand Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven to seize the day with an ambition to become the most globally admired telecom 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, to connecting India's leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home service. VISION & PROMISES By 2011 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more businesses We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more

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Corporate Responsibility at Bharti Airtel At Bharti, CSR is a way of life. Each department and employee strives to be sensitive to the stakeholders and environment within their work context. Bharti encourages employees to take decisions and design business-linked processes that are sensitive to communities and environment. Corporate Social Responsibility (CSR) in Bharti encompasses much more than only social outreach programs. It is an integral part of the way Bharti conducts its business. The essence of Bhartis commitment to Corporate Social Responsibility is embedded in the Corporate Values, which stem from its deepest held beliefs. These Values are: 1. To be responsive to the needs of our customers 2. To trust and respect our employees 3. To continuously improve our services innovatively and expeditiously 4. To be transparent and sensitive in our dealings with all stakeholders We encourage our employees to take decisions and design business processes, keeping in mind the following: Ethics, fairness and being correct Meeting and going beyond compliances and legal requirements Showing respect and sensitivity towards stakeholders and communities, and Nurturing the environment We practice our CSR beliefs and commitments through a threepronged approach:
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Engaging with stakeholders Ensuring stakeholder sensitive policies and practices Undertaking programs for our employees, community and environment Environment, Health and Safety At Bharti we believe in the philosophy to refuse, reduce, reuse and recycle. The company has taken many initiatives in this regard, both within the offices for the benefit 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. The BMS controls The Heating, Ventilation and Airconditioning (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 the building vents out which may
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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 it is 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.
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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. Bhartis contribution to society is (a) Bhartis Corporate Social Responsibility (CSR) Initiatives, including initiatives undertaken by way of employee mobilization as well as running environment related programs; and (b) Bharti Foundation, a separate vehicle established in 2000 to lead the CSR agenda of Bharti Group of Companies. BUSINESS DIVISIONS 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. The group focuses on delivering telecommunications services as an integrated offering including mobile, broadband & telephone, national and international long distance and data connectivity services to corporate, small and medium scale enterprises. The Airtel subscriber base according to Cellular Operators Association of India (COAI) as of December 2010 was:

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Metros Hyderabad 8,947,870 Chennai 2,947,870 Delhi 7,420,171 Mumbai 3,263,688 Kanpur - 3,259,687 Kolkata 3,181,073 "A" Circle Andhra Pradesh 15,329,598 Gujarat 5,980,024 Karnataka 14,004,247 Maharashtra 7,865,425 Tamil Nadu 9,157,295 "B" Circle Haryana 1,856,093 Kerala 3,383,097 Madhya Pradesh 8,527,584 Punjab 5,946,742 Rajasthan 12,001,442 Uttar Pradesh (East) 11,455,638 Uttar Pradesh (West) 5,475,843 West Bengal 7,592,487 "C" Circle Assam 2,828,490 Bihar 13,901,163
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 Himachal Pradesh 1,528,727 Jammu and Kashmir 1,879,828 North Eastern States 1,748,202 Orissa 4,989,102 Airtel is the market leader in India with about 152,495,219 out of the total 745,000,000 subscribers in India or about 20.46% market share as of December 2010. The Brand Trust Report published by Trust Research Advisory, places Airtel as the only mobile operator in the top 10 most trusted brands in India. MTN In May 2008, it emerged that Bharti Airtel was exploring the possibility of buying the MTN Group, a South Africa-based

telecommunications company with coverage in 21 countries in Africa and the Middle East. The Financial Times reported that Bharti was considering offering US$45 billion for a 100% stake in MTN, which would be the largest overseas acquisition ever by an Indian firm. However, both sides emphasize the tentative nature of the talks, while The Economist magazine noted, "If anything, Bharti would be marrying up," as MTN has more subscribers, higher revenues and broader geographic coverage. However, the talks fell apart as MTN group tried to reverse the negotiations by making Bharti almost a subsidiary of the new company. In May 2009, Bharti Airtel again confirmed that it is in Talks with MTN and companies have now agreed discuss the potential transaction exclusively by 31 July 2009. Bharti Airtel said in a statement "Bharti
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Airtel Ltd is pleased to announce that it has renewed its effort for a significant partnership with MTN Group". Talks eventually ended without agreement, due to the South African government opposition. Joint Ventures Airtel-Ericsson As per a five-year managed services agreement signed recently. Ericsson will manage and optimize Airtels mobile networks in Africa. Ericsson will modernize and upgrade Airtels mobile networks in Africa with the latest technology including its multi standard RBS 6000 base station.As part of the modernization, Ericsson will also provide technology consulting, network planning & design and network deployment.Ericsson has been the managed services and network technology partner in the Asian operations. Signature tune The signature tune of Airtel is composed by Indian musician A. R. Rahman. The tune became hugely popular and is the world's most downloaded mobile music with over 150 million downloads. A new version of the song was released on 18 November 2010, as part of the rebranding of the company. This version too was composed by Rahman himself.

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AIRTEL CUSTOMERS Bharti had 7.99 Cr subscribers, as on September 30, 2011, 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, 2011, up from 23.4% corresponding to the same period of last year. 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 its connect with the customers, while generating a new revenue stream. Bharti Airtel Limited - Summary of Consolidated Financial Statements - represents Consolidated Statement of Income as per United States Generally Accepted Accounting Principles (US GAAP) (A mount in Rs. Cr, expert ratios) Quarter Ended Particulars Sept. 2011 Sept. 2010 Y-o-Y Growth Audited Total revenues EBITDA 9,020 3,699 Audited 3,337 2,710 2,597 1,747 1,614 42% 37% 20% 13% 27%

Cash profit from operations 3,125 Income before income taxes 1,972 Net income 2,046

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Operating Highlights (Figures in nos, except ratios) Sept. June Particulars Unit 30, 30, Q-on-Q Sept. 30, Y-on-Y Growth 2009 Growth

2011 2010 Customers Network Mobile Services Tel-media Services Total on our

000's 77,479 69,384 12% 000's 2,509 2,394 5% 000's 79,989 71,777 11%

48,876 2,075 50,951

59% 21% 57%

Market Share of Major mobile Operators as of September 2011 (%) Mobile Operators Bharti Airtel Reliance Communication Vodafone Essar BSNL Idea Cellular Tata Teleservices Others 18.22 17.76 12.19 9.88 9.54 7.45 Market Share 24.96

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Investor Relations Creating value for our customers, employees, investors, partners, vendors and the society at large lies at the root of our fundamental business strategy. Our core principles of 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 belief in and commitment to the telecom sector; and translates into creating innovative exciting opportunities for one and all. We are one of Indias leading providers of telecommunication services with a nationwide presence in all the 23 licensed jurisdictions (also known as Telecom Circles). We served an aggregate of 82,748,790 customers as of October 31, 2011; of whom 80,199,747 subscribe to our GSM services and 2,549,043 use our Telemedia Services either for voice and/or broadband access delivered through DSL. We are the largest wireless service provider in the country, based on the number of subscribers as of October 31, 2011. We also offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. We have recently forayed into media by launching our DTH Services in October 2011. All these services are rendered under a unified brand Airtel.

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Fact sheet Name Business Description Bharti Airtel Limited. Provides GSM mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence. Provides tele-media services (fixed line and broadband services through DSL) in 95 cities in India. Established July 07, 1995, as a Public Limited Company

Proportionate Revenue Rs. 270,122 million (year ended March 31, 2011-Audited) Rs. 184,202 million (year ended March 31, 2007-Audited) As per Indian GAAP Accounts Proportionate EBITDA Rs. 114,018 million (year ended March 31, 2011 - Audited) Rs. 74,407 million (year ended March 31, 2007 - Audited) As per Indian GAAP Accounts Shares in Issue Listings 1,898,101,604 as at September 30, 2011 The Stock Exchange, Mumbai (BSE) The National Stock Exchange of India Limited (NSE)

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Market Capitalisation

Market Capitalization (as on January 05, 2012) Approx. Rs. 1,301 billion Closing BSE share price = Rs. 685.35

Customer Base

80,199,747

GSM

mobile

and

2,549,043

Telemedia Customers (status as on October 31, 2011) Operational Network Provides GSM mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence. Provides telemedia services (fixed line) in 95 cities in India. Companys Current Situation Bharti Airtel is one of Indias leading providers of

telecommunication services with a nationwide presence in all the 23 licensed jurisdictions (also known as Telecom Circles). We served an aggregate of 82,748,790 customers as of October 31, 2011; of whom 80,199,747 subscribe to our GSM services and 2,549,043 use our Telemedia Services either for voice and/or broadband access delivered through DSL. We also offer an integrated suite of telecom solutions to our enterprise customers, in addition to providing long distance connectivity both nationally and internationally. We have recently forayed into media by launching our DTH Services in October 2011. All these services are rendered under a unified brand Airtel

32

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 with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore, in the company. The companys 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. Managing Directors profile Sunil Bharti Mittal Chairman & Managing Director since October 2001 Board director since: July 1995 Age: 51 years

33

Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel Ltd. head quartered at New Delhi, India. Bharti Airtel, Indias leading private integrated telecom company, has been at the forefront of the telecom revolution and has transformed the telecom sector with its world-class services built on leading edge technologies. Bharti has been a pioneering force in the telecom sector and today enjoys a strong nationwide presence. Sunil started his career at a young age of 18 after graduating from Punjab University in India and founded Bharti, with a modest capital, in the year 1976. Today, at 49 he heads a successful enterprise, amongst the top 5 in India, with a market capitalization of over US$ 40 billion and employing over 30,000 people 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), life insurance with AXA of France (Bharti AXA), and a joint venture with the Rothschild group to develop Indian horticulture and export fruits and vegetables to 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.
34

Awards and Recognitions August 7, 2011: Bharti Airtel adjudged the 'Best Cellular Service Provider' and 'Best Broadband Service Provider' at the 2011 V&D 100 Awards. July 11, 2011: Bharti Airtel Limited voted as India 's most innovative company , in a survey conducted by The Wall Street Journal . Bharti Airtel was ranked as the most innovative in responding to customer needs in a survey conducted to determine Asia 's 200 most-admired companies. June 13, 2011: Sunil Bharti Mittal received U.S.-India Business Council's 'Global Vision' Award. The prestigious award recognizes his entrepreneurial zeal and contribution to Indian business. June 11, 2011: Airtel voted the 2nd Most Trusted Service Brand in the Annual Economic Times-Brand Equity, Most Trusted Brands survey June 2011: Airtel wins the Platinum Trusted Brand Award in the Mobile Service provider category in the Reader's Digest Asia Trusted Brands Survey . May 26, 2011: Airtel was honoured with the prestigious 'Wireless Service Provider of the Year' award at the 2011 Frost & Sullivan Asia Pacific ICT Awards. April 17, 2011: Bharti Airtel had the distinction of being amongst 20 companies worldwide and the only one in India , to be honoured with the 'Gallup Great Workplace Award'. April 8, 2011: Airtel adjudged as the 'Best Carrier India' at the Telecom Asia Award 2011. The Telecom Asia Awards, constituted by the Telecom Asia magazine, seek to recognize outstanding performances of companies and individuals in the Asian
35

telecommunication industry based on criteria such as financials, market standing, technology and corporate governance. Shares The equity shares of Bharti Airtel are currently listed on National Stock Exchange of India Limited (NSE) and The Stock Exchange, Mumbai, (BSE). Bharti Airtel offered 185,336,700 equity shares in the initial public offering (IPO) and raised Rs 8,340.15 million through this process. The shares were oversubscribed 2.56 times. With this IPO, Bharti Airtel established certain important landmarks in the history of the Indian capital market. Together with being the first 100% book building process that this country has seen, the listing was completed within a record time of ten working days. of the close of the issue. Moreover the process of allotment and issue of shares was 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.

36

Area Profile Introduction The unit deals with a detail study of the Salem city. It includes geographical location, surroundings, Population, Offices, industrial background. Geographical Location Salem is located at average elevation is 278 m (912 ft). The city of Salem lies in the north central part of Tamil Nadu and is surrounded by hills on all sides viz. Nagaramalai to the

north, Jarugumalai to the south, Kanjamalai to the west, Godumalai to the east and the Shevaroy Hills to the north east. The Kariyaperumal Hill is situated within the city to the southwest. The Thirumanimuthar river flows through the city, dividing it into 2 parts. The fort area is the oldest part of the town. Salem local planning area extends up to 100 km2. (39 sq. mi.) within the city. Economy Salem is one of the major producers of traditional silver anklets, which are popular among women. It boasts large textile, steel, automotive, poultry and sago industries. Salem also has one of the largest magnetite deposits in India. Companies like Dalmia and

TANMAG have mines here. The Leigh Bazaar market is a large regional market for agro products. Silk and cotton fabrics from Salem are sold throughout Tamil Nadu and are a big buy. The Indian Institute of Handloom Technology, the second of its kind in India, is found here. Salem is one of the chief producers of customary silver anklets, which are a rage with the womenfolk here. The Leigh Bazaar market is known for selling agricultural

37

produce and is usually abounding with visitors and shoppers. Fabric exporting has been the oldest business in Salem, going back to the 30s. Salem has always been known for exporting fabrics and clothes and is still consistently doing so.
Special Economic Zones (SEZ)

Being one of the fastest growing tier II cities, the Tamil Nadu government and ELCOT are planning to establish an IT park in Salem covering about 160 acres (0.65 km2). SAIL is planning a Steel SEZ inside the Salem Steel plant covering about 250 acres (1.0 km2) There is an exclusive Electrical and Electronics Industrial Estate in the Suramangalam area of Salem town. Coimbatore-Erode-Salem stretch was well known for Industries and Textile processings and it is announced as Coimbatore-Salem Industrial Corridor and further

development works are carried by SIPCOT Linking Scheme. POPULAR IN SALEM Salem is known as the Mango city in Tamil Nadu Salem is also building, Hand loom weaving and Steel Plants. Salem is a Geologist's paradise, surrounded by hills and the landscape dotted with hillocks. Salem has vibrant culture dating back to the ancient Kongu Nadu. As a district, Salem has its significance in various aspects. Salem is one of the major textile centers in the country. Shevaroys and Yercaud hills are famous tourist places in Salem District. Salem is an important regional centre. It is well connected with most of the city by rail and road networks.

38

Human Resource (HR)/ Remuneration Committee Composition

In compliance with the non- mandatory requirements of Clause 49 of the Listing Agreement, Bharti Airtel has constituted a Remuneration Committee (which is known as HR Committee). The HR Committee comprises of following six non-executive directors, out of which four members including the chairman of the committee are independent directors. ESOP Compensation Committee Composition of ESOP Compensation Committee The ESOP Compensation Committee of the Board is constituted in accordance with SEBI (Employee Stock Option Scheme and Employee Stock Purchase Scheme) Guidelines, 1999. The Committee comprises of following six members of whom four are independent and all are nonexecutive.

39

COMPANYS PLANS Prepaid Plans Are you wary of committing yourself to a date for making your bill payments? Is it too much of a bother for you to remember dates for bill payments? Do you often end up paying late fees against your monthly utility services bills? Do you end up spending too much if you have the option to pay the bill later? Think over for if one of these represents you, we have a solution for you. Start thinking prepaid is our advise! So what exactly is this prepaid! It is simply a way of going cellular by paying for the talk time in advance. For eg if you feel that you need Rs 300 worth of talktime for a month, you can buy a recharge coupon which gives you that much talktime on your cellphone. Once that money gets exhausted you can buy another recharge coupon for the same or different denomination depending on your future need. Prepaid allows you to be in control of your cellular expenses even while you are spending. You will be surprised that today In India, Prepaid connections account for almost 60 to 70 percent of the total new entrants into cellular telephony. Thats because almost everyone of us wants to be in control of our cellular expense.

40

Some of the many advantages that you enjoy with Airtel Pre-Paid... Total Cost Control Enjoy the liberty of total cost control with your Airtel Pre-paid! Recharge as much as you feel the need to! Now that's what we call complete freedom! No Rentals Buy an Airtel prepaid card without having to pay any rentals! No deposits Your Airtel prepaid card comes without you having to pay heafty deposits! STD/ISD facility till the last rupee Now experience complete freedom like never before with Airtel! Our STD/ISD facility allows you to make long distance calls in India and Overseas from your cellular phone! Instant Balance Inquiry Check your talk-time instantly by calling our toll-free number! 60 second pulse Airtel provides you with a 60-second pulse rate! Freedom for you to experience like never before! Instant Recharge Avail of instant recharge on your Airtel prepaid card with just a few simple steps! 24-hour recharge facility With our round-the-clock recharge facility, recharge you Airtel prepaid card anytime, anywhere!

41

Caller Line Identification Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you don't need to retype his number, simply use your phone book. Call Divert, Call Hold and Call Wait Avail of special services like call waiting, call hold and call divert all with your Airtel prepaid card! Short Messaging Service (SMS) With Airtels Short Messaging Service (SMS), send messages and jokes to your friends and colleagues, anytime anywhere! SMS based Information Services With Airtel's SMS based information services, you can get upto-theminute cricket scores, order flowers as well as send couriers or check your daily horoscope! Voice Mail service Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. You can listen to your messages whenever you feel like, from anywhere in the world. Voice Mail can store up to 75 messages, with each message of twominute duration. Post-paid Plan Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting, innovative yet simple new ways to communicate, just when you want to, not just through words but ideas, emotions and
42

feelings. To give you the unlimited freedom to reach out to your special people in your special way. Airtel Out of Home Circle We have established one of the most extensive roaming tie-ups both national and international- with the best service providers in the respective regions to ensure that you get uninterrupted coverage throughout. We currently provide roaming coverage in more than 1000 cities and major highways across India. We also provide international roaming in 56 countries across 101 networks. National Roaming Our national roaming coverage currently spans across more than a 1000 cities across India. To subscribe to National Roaming, you have to pay the following: Security Deposit- Rs 1500 Monthly Rental- Rs 49 Customer Care Do you need any clarifications on your bills? Do you have any feedback or query on our Products & services? You can call us, send us an E-mail or meet us in person. We shall be glad to help you out in every possible way. Contact us by phone If you are on Airtel, just call us on 121 your Airtel Prepaid phone. If you are on Airtel postpaid, just call us on 9897012345 or toll free 121 from yourAirtel Postpaid phone.These toll free numbers however, cannot be dialed when you are roaming.
43

Group Links of Bharti Bharti Airtel Bharti Teletech Telecom Seychelles Bharti Telesoft Bharti Del Monte India Bharti Retail Bharti AXA General Insurance Bharti AXA Life Insurance Bharti AXA Investment Managers Bharti Learning Systems Jersey Airtel Guernsey Airtel Bharti Foundation Bharti Realty

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CHPTER III REVIEW OF LITERATURE MARKET ANALYSIS A sound marketing is programmed should start with a careful analysis of the market demand for a product r service. A market is usually thought of as the total number of prospective customers for products n a country. The marketer, often use terms like, available markets, served and penetrated markets. MARKET AND MARKETING The root word in the term marketing is market. Market is a group of potential customers for a particular product who are willing and able to spend money or exchange other resources to obtain the product. Marketing is focused on the market place. Infect the shoppers of post generations, the words marketing meant to buy groceries. Function of marketing activities is to bring buyers and sellers together. Consists of consumer oriented mix of business activities planned and implemented by the marketer to facilitate the exchange or transfer of goods, services, and ideas, so that both parties profit in some way. A market is a group of potential customers for a particular product who are willing and able to spend money or exchange other resources to obtain the product. Good or service is a consumer product sold in the consumer market organization is buying an organizational or business. Market conditions more conducive the sale prospects. The transport work and its expansion are necessary for the easy flow of goods for the market. Market, can be classified into Rural market, Agricultural market, primary
45

village market, primary whole sale market etc., Consumer market refers to the market for goods and services purchased by individual and households to satisfy their consumption desires. The term market does not mean any particulars market place in which things are bought and sold but the whole of any region in which the buyers and sellers are in such inter course with one another that the prices of the same goods tend to be equalized easily and quickly. It is the process of planning executing the conception, pricing, promotion and distribution of ideas and services to crate exchange will satisfy individual and organizational objectives keeping customers and building

relationship. Marketers want customers for life. Effective marketers work to build long term relationships with their customers. Marketing as an activity involved in getting and keeping customers. MARKET ANALYSIS The term market analysis includes the market demand and Market segmentation. Market Demand for any product or service three factors to be considered as a) People with a satisfied wants. b) People with money to spend. c) People with Willingness to Spend Money.

46

The size of the demand can be represented by considering these factors. M=P1xP2xP3 M = Market Demand P1 = Purchasing Pattern P2 = Purchasing Power P3 = Population patterns The market analysis market demand for a product is the total demand that would be bought by a defined marketing environment under a defined marketing programmed. The market demand is influenced by many factors. In a competitive market, the lower the product prices, the more be the consumers demand for when price drops, the quantity sold goes up. If there is a change in demand, the supply and price both are affected. Changes id amend caused due to social or economic factor. The increase in demand results in higher prices and an increase in supply. In order to find out the probable market demand for a particular product, the formula can be used. Market potential = N x R x P N = Number of people in a specific market for the product R = Average quantity of purchase per person P = Average price per product unit.

47

Definition of 'Market Segmentation' A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. Generally three criteria can be used to identify different market segments: 1) Homogeneity (common needs within segment) 2) Distinction (unique from other groups) 3) Reaction (similar response to market) Market Segmentation The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments. Category of Need The first thing you can establish is a category of need that your offering satisfies. The following classifications may help.

48

For businesses: Strategic - your offering is in some way important to the enterprise mission, objectives and operational oversight. For example, a service that helped evaluate capital investment opportunities would fall into this domain of influence. The purchase decision for this category of offering will be made by the prospect's top level executive management. Operations - your offering affects the general operating policies and procedures. Examples might be, an employee insurance plan or a corporate wide communications system. This purchase decision will be made by the prospect's top level operations management. Functional - your offering deals with a specific function within the enterprise such as data processing, accounting, human resources, plant maintenance, engineering design, manufacturing, inventory control, etc. This is the most likely domain for a product or service, but you must recognize that the other domains may also get involved if the purchase of the product or service becomes a high profile decision. This purchase decision will be made by the prospect's functional management.

49

SWOT ANALYSIS OF AIRTEL STRENGTHS 1. Strong Brand Image. 2. Good Network Connectivity. 3. Wide Network Coverage. 4. Attractive Promotional Schemes. 5. Good Value Added Services. 6. Operating In 65 Countries With 157 Operators. WEAKNESS 1. Perceived As An Expensive Brand. 2. Absence In The Rural And Interior Areas. OPPORTUNITY 1. Poor Network Connectivity of Its Competitors. 2. Large Chunk Of Dissatisfied Customer. 3. Though Being The 4th Entrant, They Are Operating At 900 Frequencies. THREATS 1. Strong Visibility of Competitors. 2. Sour Experience With Airtel By Few Can Lead To Bad Word Of Mouth. 3. Continuous Improvement In Competitors Services.

50

CHAPTER IV DATA ANALYSIS AND INTERPRETATION The data collected by the researcher were analyzed thoroughly and they were also interpreted by applying statistical tools. The interpretation of all the table were given as follows. TABLE 4.1 CLASSIFICATION OF RESPONDENTS ACCORDING TO THEIR GENDER Gender Male Female Total Source: Primary data The above table clearly shows that 40% percentage of the respondents is male and remaining 60% percentage of the respondents are female. No. of respondents 50 75 125 Percentage 40 60 100

51

CHART 4.1 CLASSIFICATION OF RESPONDENTS ACCORDING TO THEIR GENDER

40%

60%

Male

Female

52

TABLE 4.2 CLASSIFICATION OF RESPONDENTS ACCORDING TO THEIR AGE Age group Below 20 20 - 30 30 - 40 40 - 50 Above 50 Total Source: Primary data The above table clearly shows that 6% of the respondents fall under the age group of below 20 years old., 22% each of the respondents fall under the age group of 20-30 years and 32% of the respondents 30 to 40 years old. 18% of the respondents 40-50years old and other 22% of the respondents above 50 years old. No. of respondents 8 27 40 23 27 125 Percentage 6% 22% 32% 18% 22% 100%

53

CHART 4.2(a) CLASSIFICATION OF RESPONDENTS ACCORDING TO THEIR AGE

Percentage
Percentage

32%

22% 18%

22%

6%

Below 20

20 - 30

30 - 40

40 - 50

Above 50

54

TABLE 4.3 CLASSIFICATION OF RESPONDENTS ACCORDING TO THEIR OCCUPATION OCCUPUTION Business Professional Government Employee Student Total Source: Primary data The above table clearly shows that 40% of the respondents Business, 11% each of the respondents Professional 9% of the respondents government employees and 40% of the respondents are students. No. of respondents 50 13 12 50 125 Percentage 40% 11% 9% 40% 100%

55

CHART 4.3(a) CLASSIFICATION OF RESPONDENTS ACCORDING TO THEIR OCCUPATION

40%

40%

11%

9%

Percentage Business Professional Government Employee Student

56

TABLE 4.4 RESPONDENTS USING MOBILE CONNECTION STATUS

Mobile Connection Yes No Total Source: Primary data

No. of respondents 120 5 125

Percentage 96 4 100

The above table clearly shows that 96% percentage of the respondents is have a mobile connection and remaining 4% percentage of the respondents are have not any mobile or telephone.

57

CHART 4.4 RESPONDENTS USING MOBILE CONNECTION STATUS

4%

96%

Yes

No

58

TABLE 4.5 KNOWN THE NO. OF TELE COMPANIES

Companies 6 5 4 Not confirm Total Source: Primary data

In Number 75 37 5 8 125

Percentage 60% 30% 4% 6% 100

The above table clearly shows that 60% of the respondents known 6 nos. of the mobile connecting companies. 30% respondents known 5 nos. of the mobile connecting companies. 4% of the respondents known 4 nos. of the mobile connecting companies. Other 6% of the respondents dont know or not confirm.

59

CHART 4.5 KNOWN THE NO. OF TELE COMPANIES

70%
60% 50% 40% 30% 20% 10% 0% Percentage
6 5 4 Not confirm

60%

30%

4% 6%

60

TABLE 4.6 RESPONDENTS USING COMPETITIVE MOBILE SERVICE

Company Name Airtel Idea Reliance Vodafone BSNL Total

In Number 40 19 9 40 17 125

Percentage 32% 15% 7% 32% 14% 100

Source: Primary data The above table clearly shows that 32% of the respondents using Airtel service both 32% of the respondents using vodafone, 15% of the respondents Idea, 14% of the respondents BSNL service and 7% of the respondents Reliance service. More respondents using Airtel and Vodafone service providers.

61

CHART 4.6 RESPONDENTS USING COMPETITIVE MOBILE SERVICE

35%
30% 25% 20% 15% 10% 5% 0%

32%

32%

15% 7%

14%

Percentage
Airtel Idea Reliance Vodaphone BSNL

62

Table: 4.7 IMPORTANCE REGARDING SERVICE

In Number Connectivity Coverage Roaming Local Call All Total 15 31 26 19 34 125

Percentage 12% 25% 21% 15% 27% 100%

Source: Primary data

The above the table shows 12% respondent using the airtel mobile network connectivity service only. 25% of the respondents are using coverage packs, 21% of the respondents use roaming service, 15% of the respondents use only local call services and another 27% of the respondents taking all service packages.

63

Chart: 4.7 IMPORTANCE REGARDING SERVICE

Percentage

All 27%

Connectivi ty 12%

Coverage 25%

Local call 15%

Roaming 21%

64

Table: 4.8 FEATURE OF AIRTEL FORCED PEOPLE SERVICE

In Number Advertisement Connectivity Schemes Goodwill Total 44 25 12 44 125

Percentage 35% 20% 10% 35% 100%

Source: Primary data

The above the table shows 35% respondent using the airtel mobile network good advertisement. 20% of the respondents are using connectivity, 10% of the respondents use schemes, 35% of the respondents use to their goodwill attract.

65

Chart : 4.8 FEATURE OF AIRTEL FORCED PEOPLE SERVICE

50 45 40

35
35 30 25

35

20
20 15

10
10 5 0

Advertisment Connectivity

Schems

Goodwill

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Table: 4.9 FEATURE OF AIRTEL IS BETTER THAN THE PEOPLES PREVIOUS CELLULAR SERVICE

In Number Advertisement Connectivity Schemes Total 31 75 19 125

Percentage 25% 60% 15% 100%

Source: Primary data

The above the table shows 25% respondents using the airtel mobile network compare previous good advertisement. 60% of the respondents are using compare previous connectivity, 15% of the respondents use compare previous schemes.

67

Chart: 4.9 FEATURE OF AIRTEL IS BETTER THAN THE PEOPLES PREVIOUS CELLULAR SERVICE

Schemes 15%

Advertisment 25%

Connectivity 60%

68

Table 4.10 TYPE OF ADVERTISEMENT MOSTLY LIKE BY PEOPLE IN AIRTEL

In Number Audio Visual Audio Print Total 106 16 3 125

Percentage 85% 13% 2% 100%

Source: Primary data

The above the table shows 85% respondents attractive airtel audio visual advertisement. 13% of the respondents are attractive airtel audio advertisement. another 2% of the respondents only attractive their print advertisement.

69

Chart: 4.10 TYPE OF ADVERTISEMENT MOSTLY LIKE BY PEOPLE IN AIRTEL IS

Audio Visual, 85%

Audio, 13%

Print, 2%

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TABLE 4.11 CELEBRITY LIKED BY PEOPLE VERY MUCH IN AIRTEL

In Number Sachin Sharukh A.R.Rahman Kareena Total 69 47 6 3 125

Percentage 55% 38% 5% 2% 100%

Source: Primary data

The above the table shows 55% respondents attractive airtel advertisement using cricket hero Sachin. 38% of the respondents are attractive airtel advertisement using bollywood hero Sharukh. 5% of the respondents attractive Airtel ad. world famous musician A.R.Rahman another 2% of the respondents only attractive Bollywood queen Kareena.

71

CHART 4.11 CELEBRITY LIKED BY PEOPLE VERY MUCH IN AIRTEL

Sachin 55%

Shahrukh 38%

A.R. Rehman 5%

Kareena 2%

72

TABLE 4.12 PEOPLE TAKE BENEFITS OF SCHEMES OFFERED BY AIRTEL

In Number Yes No Cant Say Total 106 16 3 125

Percentage 85% 13% 2% 100%

Source: Primary data

The above the table shows their respondents take benefits of schemes offered 85% said yes. 13% of the respondents are said no. 2% of the respondents said cant.

73

CHART 4.12 PEOPLE TAKE BENEFITS OF SCHEMES OFFERED BY AIRTEL

People take benifits of Schemes offered by AIrtel

13%

2%

Yes(85%) No(13%) Cann`t say(2%)

85%

74

TABLE 4.13 PEOPLE LIKE MOST IN AIRTEL PACKAGE

In Number Nokia + Airtel Airtel Magic Airtel Post paid Airtel Broadband Total 108 6 10 1 125

Percentage 86% 5% 8% 1% 100%

Source: Primary data

The above the table shows 86% of the respondents using Nokia with Airtel, 5% of the respondents Airtel Magic service, 8% of the respondents using post paid service and another 1% of the respondent only airtel broad band service.

75

CHART 4.13 PEOPLE LIKE MOST IN AIRTEL PACKAGE

Nokia+Airtel 86%

Airtel Magic 5% Postpaid services 8% Airtel Board Band 1%

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TABLE 4.14 PEOPLE LIKE THE AIRTEL PLANS

In Number Pre paid Post paid Total 100 25 125

Percentage 80% 20% 100%

Source: Primary data

The above the table shows 80% of the respondents would like use Pre-paid connection, and other 20% of the respondents only use Post paid connection.

77

CHART 4.14 PEOPLE LIKE THE AIRTEL PLANS

Percentage

20%

Pre-paid Post-paid

80%

78

TABLE 4.15 RESPONDENTS PHONE BOOK IN AIRTEL USERS

In Number Less than 30% 30% to 70% More than 70% Total 75 28 22 125

Percentage 60% 22% 18% 100%

Source: Primary data The above the table shows 60% of the respondents phonebook in nos. less than 30% nos. only. 22% of the respondents phonebook in nos. 30% nos. to 70% nos., and another 18% of the respondents phonebook nos. more than 70% airtel users.

79

CHART 4.15 RESPONDENTS PHONE BOOK IN AIRTEL USERS

Percentage
60%

22% 18%

Less than 30%

30% to 70%

More than 70%

80

TABLE 4.16 THE RESPONDENTS LIKE TO CHEAPEST AIRTEL SERVICES

Service Low cost internet service Free ringtones Low cost night time call charges Rate cutters Total

No. of Respondents 17 23 30 55 125

Percentage 13.6% 18.4% 24% 44% 100%

Source: Primary data The above the table shows 13.6% of the respondents like to Airtel cheapest internet service. 18.4% of the respondents like the company free ringtones, 24% of the respondents like night time call cheaper charges and another 44% of the of the respondents like airtel rate cutters..

81

TABLE 4.16 THE RESPONDENTS LIKE TO CHEAPEST AIRTEL SERVICES

Percentage
44%

24% 18.40% 13.60%

Low cost internet service

Free ringtones

Low cost night time call charges

Rate cutters

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TABLE 4.17 THE RESPONDENTS LIKE TO RECHARGE IN AIRTEL SERVICES

Recharge type Full talk time SMS booster Limited time full talk time Recharge cards Total

No. of Respondents 50 39 10 26 125

Percentage 40% 31% 8% 21% 100%

Source: Primary data The above the table shows 40% of the respondents like to recharge full talk time offers only. 31% of the respondents like recharge mostly SMS booster, 8% of the respondents like recharges limited time offer recharge and another 21% of the of the respondents like recharge use recharge cards or easy recharge.

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TABLE 4.17 THE RESPONDENTS LIKE TO CHEAPEST AIRTEL SERVICES

Percentage

40% 31%

21%

8%

Percentage Full talk time SMS booster Limited time full talk time Recharge cards

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TABLE 4.18 RESPONDENTS OPINION IN AIRTEL SERVICE NO.1 IN INDIA

Opinion Yes No Total

No. of Respondents 100 25 125

Percentage 80% 20% 100%

Source: Primary data

The above the table shows 80%the respondents feel best opinion the Airtel service provider is No. 1 in India. Another 20% of the respondents feel not in No.1, but Airtel performance some better.

85

CHART 4.18 RESPONDENTS OPINION IN AIRTEL SERVICE NO.1 IN INDIA

Percentage

No 20%

Yes 80%

86

TABLE 4.19 RESPONDENTS OPINION IN AIRTEL CALL CHARGES

Opinion Highly satisfied Satisfied Dissatisfied Total

No. of Respondents 34 70 22 125

Percentage 27% 56% 17% 100%

Source: Primary data

The above the table shows 27%the respondents feel best opinion the Airtel call charges highly satisfied. 56% of the respondents just satisfied but still Another 17% of the respondents feel dissatisfied in Airtel calling charges.

87

CHART 4.19 RESPONDENTS OPINION IN AIRTEL CALL CHARGES

Percentage
Percentage 60% 56%

50%

40%

30%

27%

20% 17% 10%

0% Highly satisfied Satisfied Dissatisfied

88

TABLE 4.20 RESPONDENTS OPINION IN AIRTEL OFFERS

Opinion Highly satisfied Satisfied Dissatisfied Total

No. of Respondents 58 47 20 125

Percentage 46% 38% 16% 100%

Source: Primary data

The above the table shows 46%the respondents feel best opinion the Airtel offers highly satisfied. 38% of the respondents just satisfied but still Another 16% of the respondents feel dissatisfied in Airtel offers.

89

TABLE 4.20 RESPONDENTS OPINION IN AIRTEL OFFERS

Percentage
Percentage Highly satisfied, 46%

Satisfied, 38%

Dissatisfied , 16%

0.5

1.5

2.5

3.5

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CHPTER V FINDINGS, SUGGESTIONS AND CONCLUSION FINDINGS The data shows that the total sample size of 125 people taken randomly for the research, 120 person out of then taken mobile with them. This segment comprise of professions, businessperson, service man & students. About awareness of Telecom Company in Salem Town the data collected shows that 60% of the people knows about all the telephone companies dealing in Salem Town market, 30% of person knows only few companies, 5% of person knows only one company, 5% are not knowing another company. The segment belong to business like to have Post paid connection. Whereas students, professional and service persons give their preference to Prepaid connection. When the preferences for mobile phone connections were asked, results drawn that 40% of persons prefer to take AirTel because they believe in AirTels better coverage & cheaper rates after AirTel, 20% of people opt TATA indicom services because of its cheaper rate and flexible schemes, then Reliance is only 25% . Airtel is rich in attractive schemes and plans for business persons and persons related to corporate world.

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SUGGESTION 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 2. Advertising should not be over contend, like Advertisements via email 3. Small jingle and funny massage must be used preferably 4. Approach of Advertising should not be like T.V. Advertising but it must be in SMS Flash or in funny tone. It these suggestion and limitations will entertained properly they should be very brighter. SMS Advertising world semester, Innovative and creative way of Advertising.

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CONCLUSION Among its priorities it now counts new economic and social concerns as the information society develops: national coverage is a major issue and Airtel intends to play its part to protect the interests of all consumers. To this backdrop, a new regulatory organisation is emerging. It must supply regulatory activity with new tools to encourage lasting competition in the telecommunications sector. It must also contribute to the development of a more consistent UP west market that is better able to face up to the challenges of the information society within the context of globalisation. After thorough analysis and interpretation of result obtained I studied overall consumer trends in Airtel Telecommunication Ltd. How people react to its services and schemes. How company attract its customer by adopting effective strategies. In the last the conclusion is drawn through this research that being the biggest and oldest network of mobile telecommunication in Uttar Pradesh West, having good quality of service, taking along a big part of people aware about Airtel, it is subsisting hard. For Airtel connection most of customers are professional and business segment. Good service is the way to retain clients

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BIBLIOGRAPHY William G. Zikmund Micheal.D Basic Marketing, Anico west publishing company. Richard J.Semenik Gary J.Bamossy A Global perpective, Principles of marketing, College division south western publishing company, 1998. A.K.Phophalia, sarita Sharma, G.R.Bastia, Marketing management Analysis planning and control, Kanislcha Publisher and

Distributers, New Delhi 1997. www.airtel.in www.airtelworld.com www.researchandmarket.com www.info-shop.com www.smartmobs.com www.yahoosearch.com www.google.com

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A STUDY ON AIRTEL MARKETING ANALYSIS IN SALEM TOWN QUESTIONNAIRE Name Address Gender : : :

1. Which age group you belong to? (a)Below 20 (b)20-30 (c)30-40 (d)40-50 e) above 50

2. What occupation do you have? (a)Business (c)Government Employee (b) Professional (d) Student

3. Do you have any mobile connection? a. Yes b. No

4. Do you know how many telecommunication companies exist in Salem Town region? (a) 6 (b) 5 (c) 4 (d) Not confirm

5. If you have to purchase mobile phone connection which company you will prefer and why? (a)Airtel (b) Reliance (c) TATA indicom (d)Vodafone

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6. Which service in importance in Airtel? (a) Connectivity (c) Roaming (b) Coverage (d) Local Call e) All

7. Which feature of AIRTEL forced you to used AIRTEL? a)Advertisements c) Schemes b) Connectivity d) Goodwill

8. Which feature of AIRTEL is better than your previous cellular service? a) Advertisements b) Connectivity c) Schemes

9. Which type of advertisement you most like in AIRTEL? a)Audiovisual b)Print c) Audio 10.Which celebrity you like very much in AIRTEL? a) Sachin b) Shahrukh c) Kareena d) A.R. Rehman 11.Have you take benefits of any scheme offered by AIRTEL? a) YES b)NO

12.Which you like most in AIRTEL? a) NOKIA + AIRTEL c) Postpaid services b) AIRTEL MAGIC d) Airtel Broadband

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13.You would like to take prepaid connection or Post paid connection? (a) Prepaid (b) Post paid

14.How many AIRTEL users in your phone book? a) Less than 30% b)30% - 70% c) More than 70%

15.Which service you like most in AIRTEL? a) Low cost Internet service c) Low cost night time call charges b) Free Ringtones d) Rate cutters

16.Which type of recharge cards you like most? a) Full talk time recharges c) Limited time full talk time b) SMS cards d) Recharge cards

17. According to you is AIRTEL is #1 in India? a) Yes b) No

18.Are you satisfied in Airtel call charges? a) Highly satisfied b) Satisfied c) dissatisfied

19. Are you satisfied in Airtel Offers? a) Highly satisfied b) Satisfied c) dissatisfied

20.Your Suggestion ------------------------------------------------------------

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