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SYNOPSIS
ON
MARKETTING
OF
AIRTEL

School o Mana!ement St"#$e%
In#$ra Gan#h$ Nat$onal O&en Un$'er%$t(

BRIEF INTRODUCTION OF THE TOPIC: -
Telecommunication started only after ra!am Bell in"ented tele#!one$ #rior
to t!at fe% traditional met!od %ere ado#ted to send t!e messa&es to eac!
ot!er i'e' direct deli"ery$ e"en #i&eons %ere used to deli"er t!e %ritten messa&es (ut
t!ese %ere "ery limited sources of communications' )s t!e %orld #ro&resses lot of
ne% in"entions too* #lace' Tele#!one lar&ely used to interact t!e #erson a%ay from
us$ it %as a fi+ed instrument %!ic! could not (e carry from one #lace to anot!er and
need for %ireless instrument &a"e (irt! to cellular #!ones or %ireless ommunication'
In t!e initial sta&e t!e si,e of t!e mo(ile #!ones %as "ery lar&e (ut o"er a #eriod of
time tec!nolo&y de"elo#ed and lot radical c!an&es made in t!e si,e and utility of it'
Not only !as it (ecome t!e means of only communication (ut also a entertainment
de"ice' -o(iles fully loaded %it! PR.$ Internet$ music #layers and cameras came in
t!e mar*et andcommunication (ecame at fin&erti#s' )t t!e #us! of one (utton
%it!out any %ire connecti"ity one can access internet$ s#ea* t!e #erson on call and
%ant to call'
)s t!e mo(ile #!ones entered in t!e mar*et t!e com#anies #ro"idin& cellular
ser"ices came in to e+istence i'e' B.N/$ RE/I)NCE$ 0OD)FONE$ IDE)$
T)T) INDICO- and com#etition started amon& t!em' One of t!e com#anies named
B!arati )irtel limited is also t!e ser"ice #ro"ider a(out %!ic! (rief introduction is as
under

Bharti Tele-Ventures
Bhart$ Tele-)ent"re% is one of India's leading private sector providers of
telecommunications services based on an aggregate of 28,692627 customers as on
September 30, 2006, consisting of 27,061,39 !S" mobile and 1,631,278 broadband
# telep$one customers
%$e businesses at &$arti %ele'(entures $ave been structured into t$ree individual
strategic units )S&*+s, -
1, mobile services
2, broadband and telep$one services )&#%,
3, enterprise services
%$e "obile services group provides !S" mobile services across India in 23
telecom circles, .$ile &#% business group provides broadband # telep$one
services in 9 cities/ %$e 0nterprise Services group $as t.o sub'units - carriers
)long distance services, and services top corporates/ 1ll t$ese services are provided
under t$e A$rtel brand/
&$arti 0nterprises $as been at t$e forefront of tec$nolog2 and $as revolutioni3ed
telecommunications .it$ its .orld class products and services/ 0stablis$ed in 1976,
&$arti $as been a pioneering force in t$e telecom sector .it$ man2 firsts and
innovations to its credit/
&$arti provides a range of telecom services, .$ic$ include Cellular, Basic, Internet
and recently introduced National Long Distance. &$arti also manufactures and e4ports
telep$one terminals and cordless p$ones/ 1part from being t$e largest manufacturer of
telep$one instruments in India, it is also t$e first compan2 to e4port its products to t$e
*S1/
&$arti is t$e leading cellular service provider, .it$ a footprint in 16 states covering all
four metros/ It $as over 12 million satisfied customers
&$arti 0nterprises $as successfull2 focused its strateg2 on telecom .$ile straddling
diverse fields of business/ 5rom t$e creation of *A$rtel*+ one of India's finest brands, to
becoming t$e largest manufacturer and e4porter of .orld class telecom terminals
under its *Beetel* brand, &$arti $as created a significant position for itself in t$e global
telecommunications sector/ &$arti %ele'(entures is toda2 ac6no.ledged as one of
India's finest companies, and its flags$ip brand '1irtel', $as over 12 million customers
across t$e lengt$ and breadt$ of India/
7$ile a 8oint venture .it$ %ele%ec$ Inc/, *S1 mar6ed &$arti+s successful fora2 into
t$e 9ustomer "anagement Services business, &$arti 0nterprises+ d2namic
diversification $as continued .it$ t$e compan2 venturing into telecom soft.are
development/ :ecentl2, &$arti $as successfull2 launc$ed an international venture .it$
0; :ot$sc$ild !roup o.ned 0;:< =oldings India ;td/, to e4port fres$ 1gri products
e4clusivel2 to mar6ets in 0urope and *S1
Vision
B1 2342 )IRTE/ 5I// BE THE -O.T )D-IRED
BR)ND IN INDI):
/O0ED B1 -ORE CU.TO-ER.'
T)RETED B1 TOP T)/ENT'
BENCH-)R6ED B1 -ORE BU.INE..'
/ Bhartis Mission
To be globally
admired for
telecom services
that delight
customers.
7e .ill meet global standards for telecom services t$at delig$t customers t$roug$>
? 9ustomer Service 5ocus
? 0mpo.ered 0mplo2ees
? 9ost 0fficienc2
? *nified "essaging Solutions
? Innovative products and services
? 0rror' free service deliver2
OBJECTIVE
%$e ob8ective of m2 pro8ect report is to stud2 t$e advertising strateg2 of
1I:%0; 9ellular service and its effect on mobile users e4isting and .$o are
going to use mobile service in future/ In ot$er .ords, m2 aim is to stud2 t$e
A#'ert$%$n! Eect$'ene%% o AIRTEL 9ellular service/
PROMOTIONAL STRATEGY
1fter t$e liberali3ation of t$e Indian %elecom Sector in 199, t$e Indian cellular
mar6et .itnessed a surge in cellular services/ &2 200@, t$ere .ere a total of 12 pla2ers
in t$e mar6et .it$ t$e five ma8or pla2ers being &$arti %ele'(entures ;imited )&$arti,,
&$arat Sanc$ar Aigam ;imited )&SA;,, =utc$inson'0ssar limited )=utc$,, Idea
9ellular limited )Idea, and :eliance India "obile ):I", ):efer 04$ibit I,/
1ll t$e pla2ers e4cept :I" offered services based on t$e !lobal S2stem for "obile
)!S", tec$nolog2/ :I" provided services based on 9ode Bivision "ultiple 1ccess
)9B"1, tec$nolog2 as .ell as !S"/
1s competition in t$e telecom arena intensified, service providers too6 ne. initiatives
to .oo customers/ Crominent among t$ese .ere ' celebrit2 endorsements, lo2alt2
re.ards, discount coupons, business solutions and tal6 time sc$emes/ %$e most
important consumer segments in t$e cellular industr2 .ere t$e 2out$ segment and t$e
business class segment/ %$e 2out$ segment .as t$e largest and fastest gro.ing
segment and .as t$erefore targeted most $eavil2 b2 cellular service providers/
&$arti %ele'(entures adopted celebrit2 endorsement as its c$ief promotional strateg2/
&2 200 it emerged t$e unprecedented leader commanding t$e largest mar6et s$are in
t$e cellular service mar6et/ ):efer 04$ibit II,/ =utc$ implemented t$e celebrit2
endorsement strateg2 partiall2, rel2ing primaril2 on its creative advertising for t$e
promotion of its brand/ &SA;, on t$e ot$er $and, attracted t$e consumer t$roug$ its
lo. cost sc$emes/ &eing a state o.ned pla2er, &SA; could cover rural areas, and t$is
$elped it increase its subscriber base/ :eliance .as anot$er pla2er t$at cas$ed on its
innovative promotional strategies, .$ic$ included celebrit2 endorsements and
attractive tal6 time sc$emes/ Idea, relied $eavil2 on its creative media advertising sans
celebrities/
RESEARCH METHODOLOGY
RESEARCH DESIGN
Marketing research is often concerned with the behaviors of the
consumer in
the respect marketing research have drawn heavily on the
behavioral
Sciences such a psychology and sociology in fact the contribution of
these
science to marketing research have been very signifcant.
Method of data collection
Questionnaie!
This is the most popular method for conducting the survey. It helped
in
collecting the information from the framed question, to get
maimum
necessary data for research.
O"#ECTI$E O% THE &RO#ECT
To be globally admired for telecom services we will meet global
standards for telecom services that delight customers through!
" #ustomer Service $ocus
" %mpowered %mployees
" #ost %&ciency
" Innovative products and services
" %rror' free service delivery
SCO&E O% THE &RO#ECT
(. To study the market share of the company
). Services provided by the company
*. $uture prospect of the business
+. #ustomer,s epectations and companies capacity to fulfll it.