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PROJECT REPORT
ON
VIJAY KUMAR
The aim of education is not only to feed the students with numerous data but
prepare the students to face real challenges in life towards this end . I have been
able to avail the opportunity of carrying out my training with BHARTI AIRTEL
LTD .BATHINDA to learn the practical applications of theoretical knowledge and
learn techniques of handling real practical situation in an industrial set up. This
kind of integration that is clubbing and super imposing class- room training and
practical training is aspects in right direction as it per mates guided adjustments
to corporate culture ,functional ,social and other norms .
I have done my summer training in BHARTI AIRTEL LTD. BATHINDA the topic
OBJECTIVES
The objective of my project report is to study the advertising strategy of
AIRTEL Cellular service and its effect on mobile users existing and who are
going to use mobile service in future. In other words, my aim is to study the
1. Introduction
Exclusivity Barrier
2.1 Objective
4. Conclusion of Research
4.1 Conclusion
4.2 Recommendations
4.3 Bibliography
4.4 Annexure
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, India’s largest integrated and the first private
telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered
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 (SBU’s) - Mobile Services, Airtel Telemedia
Services & Enterprise Services. The mobile business provides mobile & fixed
wireless services using GSM technology across 23 telecom circles while the
Airtel Telemedia Services business offers broadband & telephone services in 95
cities and has recently launched India's best Direct-to-Home (DTH) service, Airtel
digital TV. The Enterprise services provide end-to-end telecom solutions to
corporate customers and national & international long distance services to
carriers. All these services are provided under the Airtel brand .Bharti Airtel
Limited, a group company of Bharti Enterprises, is Asia’s leading integrated
telecom services provider with operations in India and Sri Lanka and an
aggregate of over 105.20 million customers as of end of June 2009, consisting of
102.37 million mobile customers. Bharti Airtel Limited has been voted as India's
most innovative company, in a survey conducted by The Wall Street Journal.
Bharti Airtel is structured into three strategic business units - Mobile services,
Telemedia services and Enterprise services. The mobile business offers services
in India and Sri Lanka. The Telemedia business provides broadband and
telephone services in 95 cities, DTH services and has recently forayed into the
IPTV services. The Enterprise business provides end-to-end telecom solutions to
corporate customers and national and international long distance services to
carriers. All these services are provided under the Airtel brand. Airtel’s high-
speed optic fibre network currently spans over 104,540 Rkms covering all the
major cities in the country. The company has two international landing stations in
Chennai that connects two submarine cable systems - i2i to Singapore and SEA-
ME-WE-4 to Europe.
• Empowered Employees
• Cost Efficiency
The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, The Chairman and Managing Director, Mr. Sunil Bharti
Mittal is an Executive Director and the number of Independent Directors on the
Board is 50% of the total Board strength. The independence of a Director is
determined on the basis that such director does not have any material pecuniary
relationship with the Company, its promoters or its management, which may
affect the independence of the judgment of a Director. The Board members
possess requisite skills, experience and expertise required to take decisions,
which are in the best interest of the Company
What is Advertising :
The word advertising is derived from the Latin word viz, "advertero" "ad"
meaning towards and "verto" meeting towards and "verto" meaning. "I turn"
literally specific thing".
2. It is a matter of record.
Functions of Advertising
For many firms advertising is the dominant element of the promotional mix
– particulars for those manufacturers who produce convenience goods such as
detergent, non – prescription drugs, cosmetics, soft drinks and grocery products.
Advertising is also used extensively by maters of automobiles, home appliances,
etc, to introduce new product and new product features its uses its attributes, pt
availability etc.
Advertising can also help to convince potential buyers that a firms product
or service is superior to competitors product in make in quality, in price etc. it can
create brand image and reduce the likelihood of brand switching even when
competitors lower their prices or offer some attractive incentives.
i) Promotion of sales
v) Education of people.
TYPES OF ADVERTISING
a) Product Advertising
The main purpose of such advertising is to inform and stimulate the market
about the advertisers products of services and to sell these. Thus type of
advertising usually promote specific, trended products in such a manner as to
make the brands seam more desirable. It is used by business government
organization and private non-business organizations to promote the uses
features, images and benefits of their services and products. Product
advertising is sub-divided into direct action and indirect action advertising, Direct
action product advertising wages the buyer to take action at once, ice he seeks a
quick response to the advertisement which may be to order the product by mail,
or mailing a coupon, or he may promptly purchase in a retail store in response to
prince reduction during clearance sale.
Product advertising is sub-divided into direct & indirect action advertising &
product advertising aims at informing persons about what a products is what it
does, how it is used and where it can be purchased. On the other hand selective
advertising is made to meet the selective demand for a particular brand or type is
product.
b) Institutional Advertising :
c) Other Types :
i) Consumer advertising
ADVERTISING OBJECTIVES
MIMIT,MOLOUT –MBA 3RD
The long term objectives of advertising are broad and general, and
concern the contribution advertising should make to the achievement of overall
company objectives. Most companies regard advertisingly main objective as hat
of proving support to personal selling and other forms of promotion. But
advertising is a highly versatile communications tools and may therefore by used
for achieving various short and long term objectives. Among these objectives are
the following :
10. To acquaint buyers and prospects with the new uses of the product
(to extend the PLC).
Advertising as a tool to marketing not only reaches those who buy , but
also those whose opinions or authority is counted for example a manufacturer of
marble tiles and building boards advertises not only to people who intend to build
houses but also to architect and engineers. While the manufacturers of
pharmaceuticals products advertise to doctors as well as to the general public. At
time it is necessary for a manufacturer or a concern to advertise things which it
does not sell but which when sold stimulates the sales of its own product. There
are concerns like electric heaters, iron etc. because the use of these increases
the demand for their products.
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular
market witnessed a surge in cellular services. By 2005, there were a total of 12
players in the market with the five major players being Bharti Tele-Ventures
Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar
limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM)
(Refer Exhibit I).
All the players except RIM offered services based on the Global System for
Mobile (GSM) technology. RIM provided services based on Code Division
Multiple Access (CDMA) technology as well as GSM.
“We did expect the tune to catch up but this has really exceeded our
expectations,” admits Bharti Cellular’s chief marketing officer (western region)
Pratik Pota. Overall, he explains, it is a great advertising product for AirTel and
works like a “walking, talking brand ambassador.”
The ringtone which is also the jingle for AirTel’s TV commercial, is proving to be
a potent advertising tool for the company. It is not very clear what this means for
the other cellular operators. Cellular users have been “forwarding” the tune to
one another, which according to Mr Pota, has given AirTel a chance to enter the
“mind of the user” irrespective of which service he opts for.
“It gives the user a chance to go back to the AirTel product and acts as a strong
reminder medium,” he explains. Marketing professionals like Samsika Marketing
Consultants’ managing director Jagdeep Kapoor point to the usage of an “audio
celebrity” as something that is significant.
“The normal practice is to opt for film stars and sportsmen rather than an audio
personality” he says.
Being the latest entrant in the Mumbai circle, AirTel has had to find ways of
cutting through the clutter.
Says Mr Kapoor,” AirTel will have try to find ways to attract new customers and
convert the existing ones.” Explaining that the usage of an audio celebrity was
more “strategic than tactical”, he adds that non-AirTel users will have the AirTel
“brand experience” inspite of not using the service.
While Mr Pota highlights the fact that the usage of the tune by other operators
means “free advertising” for AirTel and the users having a positive disposition
towards the product, the nature of reaction from competition remains unclear.
Both Tendulkar and King Khan already share the frame for soft drinks major
PepsiCo India. Tendulkar is not the first cricketer to endorse Bharti’s Airtel brand.
Indian captain Saurav Ganguly had done so when Airtel launched its service in
the eastern metropolis of Kolkata in 2001.
Though company executives were mum on the value of the Tendulkar deal,
those in the advertising fraternity peg the signing rate for the three-year deal
anywhere between Rs 8 crore and Rs 10 crore.
Both Sachin and Shah Rukh are two of the most sought after celeb endorsers in
the country, with the former edging out the latter in the celeb endorsement race.
The Master Blaster’s portfolio includes brands like Colgate Pamolive, ESPN-
STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas and Britannia. The
leading brands endorsed by Khan include Hyundai, Pepsi, Airtel, Tag Huer, Clinic
All Clear, Bagpiper and Videocon, among others.
According to company executives, the idea of roping in Tendulkar is in line with
the group’s strategy to connect to the mass market through celeb endorsers from
movies, cricket and music. “For mass connect, Shah Rukh and Sachin are the
best bet as brand endorsers,” says a senior company executive. Bharti plans to
launch a multimedia campaign targetting its service at the mass market.
AIRTEL Cellular service and its effect on mobile users existing and who are
going to use mobile service in future. In other words, my aim is to study the
Data is collected from both the Primary sources i.e. questionnaire and also
Primary sources:
And 25 people MBA students that are picked from MIMIT collage.
Secondary sources :
The secondary sources includes online sites, newspapers and templates from
other
sources
10%
friends
26%
advertisem
ents
64%
10%Goodwill
goodwill
schemes
10%
14% advertisem
ent
16%
connectivity
60%
TATA
BSNL 2%
16%
AIRTEL
42%
RELIANCE
20%
IDEA
VODAFHON
10%
E
10%
ADVERTIS
SCHEMES EMENTS
22% 18%
CONNECTI
VITY
60%
70-100
6%
30-70
38% 0-30
56%
Audio
6%
Print
22%
Audio
Visual
72%
KAREENA SHAHRUK
20% H
50%
Yes : 68%
No : 32%
No
32%
Yes
68%
impact its users. People like its schemes very much .AIRTEL had created a
very good image on the mind of the new users of cellular service. AIRTEL
NOKIA who is market leader in mobile set, many new users buy Nokia sets
Strategy. A.R. Rehmaan’s tune for AIRTEL worked as free advertising for
AIRTEL as another service user uses it too. Other celebrities like Sharuk
Khan, Shaif Ali Khan (bollywood) and Sachin Tendulkar (Cricket) has also
contributed very
much in AIRTEL.
in grabbing the highest market share in India, but there are still some
make its network service more stronger than other service providers to
charges than the other because its competitor IDEA had introduced it
AIRTEL should sign more celebrities from cricket and bollywood.to become
popular in student AIRTEL should launch student plans so that some feathers
that provided by BSNL like free SMS on any local cellular phone and
two numbers are free.(one local BSNL mobile and one BSNL local landline.)
It call rate also high then BSNL(.49 p/per mint. In local mobile and local landline 1
rs.)
ON-LINE WEBSITE:
.
o WWW.GOOGLE.CO.IN
o WWW.AIRTEL.COM
NEWSPAPERS:
o Times of India
BOOKS:
JOURNAL:
Goodwill
3. Which was your first choice of cellular service when you want to use
mobile phone?
YES NO
Yes No