Вы находитесь на странице: 1из 46

A

PROJECT REPORT
ON

Submitted in the partial fulfillment in Master in Business & Administration

Submitted To: Submitted By:


Mrs. Rimmi Jugneja Vijay Kumar
Roll no. 858
MBA 2nd SEM

MIMIT,MOLOUT –MBA 3RD


MALOUT INSTITUTE OF MANAGEMENT AND INFORMATION
TECHNOLOGY (Established by Govt. of Punjab)

MIMIT,MOLOUT –MBA 3RD


DECLARATION

I am Vijay Kumar here by declare report entitled “DISTRIBUTION REACH


OF AIRTEL IN RURAL AREA” at BHARTI AIRTEL LTD, BATHINDA
submitted by me for the award of MBA(MARKETING) under PTU,
Jalandhar is the original work conducted by me & the material has
neither been copied nor reproduced from any other available source,
the data provided in the study is correct to the best of my knowledge
& belief .The report is not submitted by me to any other institute ,
establishment or to any individual for the award of any other certificate.

VIJAY KUMAR

MIMIT,MOLOUT –MBA 3RD


ACKNOWLEDGEMENT
I take the opportunity to thank the faculty of Malout Institute of
Management and Information Technology (MIMIT) MALOUT. For providing
me a plank to look into the industrial setup of a renowned establishment
like BHARTI AIRTEL LTD BATHINDA besides, giving a thorough inside to
the different aspects of the theoretical knowledge .it has been a great
working experience for me having worked with BHARTI AIRTEL LTD.

I am extremely thankful to Mr.Munish Singla(ZSM) & Mr. Deepak Bansal(RD


killianwali) for their timely and value able guidance without which it would
have been difficult for me to complete it.

I would like to express my gratitude to all those who have directly or


indirectly help me during my training period.

MIMIT,MOLOUT –MBA 3RD


PREFACE

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 .

The basic aim of this integrating training is:-


1. To bridge the gap between theory and practice.
2. To instill feelings of belongingness and acceptance.
3. To help students in developing better understanding of the concepts.
4. to clarify doubts already raised during class- room or to be raised
subsequently during the training .
5. To cultivate proper temperament and generates much needed morale.
6. To assist students to comprehend practical aspects of an industrial setup
so enable the students to find out their strengths and weakness.
7. To acquits student with job performance standards and other variables.

In the nutshell, it could be taken as the stepping – stones in the process of


idoctration into the ways to business organizing, as the students are the future
leaders.

MIMIT,MOLOUT –MBA 3RD


PROJECT SUMMARY

I have done my summer training in BHARTI AIRTEL LTD. BATHINDA the topic

of my project study for training was Advertising Effectiveness of AIRTEL“

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

Advertising Effectiveness of AIRTEL Cellular service.

MIMIT,MOLOUT –MBA 3RD


CONTENTS
Ch
apter No: Contents

1. Introduction

1.1 Bharti Airtel


1.2 Bharti’s Mission
1.3 Organigation Structure
1.4 Board of Directors
1.5 Awards and Recognitions
1.6 Advertising Effectiveness
1.7 Promotional Strategy
1.8 Celebrity Endorsement Strategy
1.9 Rahman Tune Crosses Airtel

Exclusivity Barrier

2. Objective and Data

2.1 Objective

2.2 Data Sources

3. Data Analysis and


Interpretation

4. Conclusion of Research

4.1 Conclusion
4.2 Recommendations
4.3 Bibliography
4.4 Annexure

MIMIT,MOLOUT –MBA 3RD


MIMIT,MOLOUT –MBA 3RD
1.1 BHARTI AIRTEL

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.

MIMIT,MOLOUT –MBA 3RD


1.2 Bharti’s Mission

MIMIT,MOLOUT –MBA 3RD


We will meet global standards for telecom services that delight customers
through:

• Customer Service Focus

• Empowered Employees

• Cost Efficiency

• Unified Messaging Solutions

• Innovative products and service

• Error- free service delivery

MIMIT,MOLOUT –MBA 3RD


1.3 Organisation Structure
As an outcome of a restructuring exercise conducted within the company; a new
integrated organizational structure has emerged; with realigned roles,
responsibilities and reporting relationships of Bharti’s key team players. With
effect from March 01, 2006, this unified management structure of 'One Airtel' will
enable continued improvement in the delivery of the Group’s strategic vision

MIMIT,MOLOUT –MBA 3RD


1.4 Board of Directors

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

The composition of the Board is as under

• Sunil Bharti Mittal

MIMIT,MOLOUT –MBA 3RD


• Manoj Kohli
• Akhil Gupta
• Atual Bindal
• David Nishball
• Dr. Jai Menon
• Krishnamurthy Shankar
• S. Asokan
• Sanjay Kapoor
• Srikanth Balachander
• Tina Uneken
• Shamini Ramalingam
• K. Srinivas
• Jyoti Pawar
• Shireesh Mukund Joshi

1.5 Awards and Recognitions


For the Year 2008 – 2009

• Voted India’s most innovative company – in a survey conducted by The Wall


Street Journal in 2008
• Winner of the “Gallup Great Workplace Award”- Gallup Consulting, 2008

MIMIT,MOLOUT –MBA 3RD


• “2nd Most Trusted Service Brand” - Annual Economic Times-Brand Equity,
Most Trusted Brands survey 2008
• ‘Best Content Service’ Award for its Farmer Information Dissemination
Platform for Bharti Airtel’s joint venture with IFFCO, IKSL (IFFCO Kisan
Samachar) - World Communications Awards 2008
• Best Project Management’ Award for its Gujarat e-GRAM project - World
Communications Awards 2008
• “Best Telecom Company” at the NDTV Profit Business Leadership Awards
• Best Carrier India for innovative products & services and efficient cost models
and the Ovum Telco-Transformation award recognizing philosophy and
execution of a successful outsourcing strategy at the Telecom Asia Awards
2008
• Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award
2008. The highest honour in global telecom sector, recognized his
tremendous contribution to the development of India’s telecom sector
• Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008 at
the NDTV Profit Business Leadership Awards

1.6 Advertising Effectiveness


The objectives of all business are to makes profits and a merchandising concern
can do that by increasing its sales at remunerative prices. This is possible, if the
product is widely polished to be audience the final consumers, channel members
and industrial users and through convincing arguments it is persuaded to buy it.
Publicity makes a thing or an idea known to people. It is a general term indicating
efforts at mass appeal. As personal stimulation of demand for a product service
or business unit by planting commercially significant news about it in a published

MIMIT,MOLOUT –MBA 3RD


medium or obtaining favourable presentation of it upon video television or stage
that is not paid for by the sponsor.

On the other hand, advertising denotes a specific attempt to popularize a


specific product or service at a certain cost. It is a method of publicity. It always
intentional openly sponsored by the sponsor and involves certain cost and hence
is paid for. It is a common form of non- personal communication about an
organisation and or its products idea service etc. that is transmitted to a target
audiences through a mass medium. In common parlance the term publicity and
advertising are used synonymously.

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".

Simply stated advertising is the art "says green." Advertising is a general


term for and all forms of publicity, from the cry of the street boy selling
newspapers to the most celebrate attention attracts device. The object always is
to bring to public notice some articles or service, to create a demand to stimulate
buying and in general to bring logethel the man with something to sell and the
man who has means or desires to buy".

Advertising has been defined by different experts. Some of the quoted


definition are :

American marketing association has defined advertising as "any paid form


of non personal presentation and promotion of ideas, goods or services by an
identified sponsor. The medium used are print broad cast and direct.

MIMIT,MOLOUT –MBA 3RD


Stanton deserves that "Advertising consists of all the activities involved in
presenting to a group a non- personal, oral or visual openly, sponsored message
regarding a product, service, or idea. This message called an advertisement is
disseminated through one or more media and is paid for by the identified
sponsor.

Advertising is any paid form of non – personal paid of presentation of ideas


goods or services by an identified sponsor.

Advertising is a "non- personal paid message of commercial significance


about a product, service or company made to a market by an identified sponsor.

In developing an advertising programme, one must always start by


identifying the market needs and buyer motives and must make five major
decisions commonly referred as 5M (mission, money message, media and
measurement) of advertising.

Basic Features of Advertising

On the basis of various definitions it has certain basic features such as :

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass paid communication.

5. The communication media is diverse such as print (newspapers and


magazines)

MIMIT,MOLOUT –MBA 3RD


6. It is also called printed salesmanship because information is spread
by means of the written and printed work and pictures so that
people may be induced to act upon it.

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.

Advertising is particularly effective in certain other spheres too such as :

i) When consumer awareness of products or service is at a minimum.

ii) When sales are increasing for all terms in an industry.

iii) When a product is new and incorporates technological advance not


strong and.

iv) When primary buying motive exists.

It performance the following functions :

i) Promotion of sales

ii) Introduction of new product awareness.

MIMIT,MOLOUT –MBA 3RD


iii) Mass production facilitation

iv) Carry out research

v) Education of people.

TYPES OF ADVERTISING

Broadly speaking, advertising may be classified into two categories viz.,


product and institutional 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 :

MIMIT,MOLOUT –MBA 3RD


It is designed to create a proper attitude towards the sellers to build
company image or goodwill rather than to sell specific product or service. Its
purpose is to create a frame of mind and to implant feeling favorable to the
advertisers company. Its assignment is to make friends for the institution or
organization.

It is sub-divided into three categories : patronage, public, relations and


public service institutional advertising.

i) In patronage institutional advertising the manufacturer tells his


prospects and customer about himself his policies and lives
personnel. The appeals to the patronage motivation of buyers. If
successful, he convince buyers that his operation entitles him to the
money spent by them.

ii) Public relations institutional advertising is used to create a


favourable image of the firm among employees, stock-holders or
the general public.

iii) Public service institutional advertising wages public support.

c) Other Types :

The other types are as follows :

i) Consumer advertising

ii) Comparative advertising

iii) Reminder advertising

iv) Reinforcement 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 :

1. To do the entire selling job (as in mail order marketing).

2. To introduce a new product (by building brand awareness among


potential buyers).

3. To force middlemen to handle the product (pull strategy).

4. To build brand preference 9by making it more difficult for middleman


to sell substitutes).

5. To remind users to buy the product (retentive strategy).

6. To publicize some change in marketing strategy (e.g., a price


change, a new model or an improvement in the product).

7. To provide rationalization (i.e. Socially acceptable excuses).

8. To combat or neutralize competitors advertising.

9. To improve the moral of dealers and/or sales people (by showing


that the company is doing its share of promotion).

10. To acquaint buyers and prospects with the new uses of the product
(to extend the PLC).

MIMIT,MOLOUT –MBA 3RD


BENEFITS

The functions of advertisement, and that purpose its ethics, may be


discussion below :

1. It leads to cheaper prices. "No advertiser could live in the highly


competitive arena of modern business if his methods of selling
were more costly than those of his rivals."

2. It acquaints the public with the features of the goods and


advantages which buyers will enjoy.

3. It increases demand for commodities and this results in increased


production. Advertising :

a) Creates and stimulates demand opens and expands the


markets;

b) Creates goodwill which loads to an increase in sales volume;

c) Reduces marketing costs, particularly product selling costs.

d) Satisfied consumer demands by placing in the market what


he needs.

4. It reduces distribution expenses in as much as it plays the part of


thousands of salesman at a home. Information on a mass scale
relieves the necessity of expenditure on sales promotion staff, and
quicker and wider distribution leads to diminishing of the distribution
costs.

5. It ensures the consumers better quality of goods. A good name is


the breath of the life to an advertiser.

MIMIT,MOLOUT –MBA 3RD


WHY & WHEN TO ADVERTISE

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.

Advertising should be used only when it promises to bring good result


more economically and efficiently as compared to other means of selling. There
are goods for which much time and efforts are required in creating a demand by
sending salesman to prospective buyers than by simply advertising them. In the
early days of the cash register in America it was sold by specially trained
salesman who called on the prospective users and had the difficult task of
convincing them that they could no longer carry on with the old methods, and that
they urgently needed a cash register. In our country certain publishers have
found it less costly to sell their books by sending salesman from house to house
among prospective buyers than to advertise them. In these two examples the
cost of creating demand would be too high if attempted by advertising alone
under such circumstances advertising is used to make the salesman acceptable
to the people they call upon to increase the confidence of the public in the house.
Naturals when there are good profits competitors will be attracted and they
should be kicked out as and when sufficient capital is available by advertising on
a large scale. Immediate result may not justify the increased expenditure but it
will no doubt secure future sales.

MIMIT,MOLOUT –MBA 3RD


1.7 PROMOTIONAL STRATEGY

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.

As competition in the telecom arena intensified, service providers took new


initiatives to woo customers. Prominent among these were - celebrity
endorsements, loyalty rewards, discount coupons, business solutions and talk
time schemes. The most important consumer segments in the cellular industry
were the youth segment and the business class segment. The youth segment
was the largest and fastest growing segment and was therefore targeted most
heavily by cellular service providers.

MIMIT,MOLOUT –MBA 3RD


1.9 RAHMAN TUNE CROSSES AIRTEL’S
EXCLUSIVITY BARRIER
MIMIT,MOLOUT –MBA 3RD
Cellular service provider AirTel seems to have hit the right note with
its new commercial starring musician A R Rahman. The commercial which is
currently on air has a beat which also doubles up as a ringtone which is
ostensibly available only to AirTel users. But the interesting part is that the
ringtone is being flaunted not just by AirTel customers but by customers of rival
service providers like BPL, Orange and Dolphin as well!

“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.

Rivals, though seemingly unfazed by the phenomenon, seem to be doing their


own homework on this brand of advertising. While none of them commented on
AirTel’s strategy and its impact on their own subscriber base, one advertising
professional working with a rival service provider opines that the tune is
“transient” and not likely to have any long term impact as a brand building tool.

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.

MIMIT,MOLOUT –MBA 3RD


“Competition will not do well to adopt a knee jerk reaction and will have to come
out with advertising that is well thought out” explains Mr Kapoor. He anticipates a
situation where the new entrant (AirTel) will continue to be more aggressive.

TENDULKAR & SHAHRUKH.

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.

MIMIT,MOLOUT –MBA 3RD


Objective & Data

MIMIT,MOLOUT –MBA 3RD


2.1 OBJECTIVE
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

Advertising Effectiveness of AIRTEL Cellular service.

MIMIT,MOLOUT –MBA 3RD


2.2 DATA SOURCES

Data is collected from both the Primary sources i.e. questionnaire and also

from Secondary sources.

Primary sources:

The primary source of data collection is through questionnaire. The

questionnaires are distributed among 50 peoples

25 peoples are randomly picked in SINGHEWALA village (Punjab) and it near


area.

And 25 people MBA students that are picked from MIMIT collage.

Their view is recorded and used in analyzing the data.

Secondary sources :

The secondary sources includes online sites, newspapers and templates from

AIRTEL distributions centers(NEW AGE COMMUNICATION, SINGHE WALA.)

and AIRTEL Customer Care.

MIMIT,MOLOUT –MBA 3RD


DATA ANALYSIS AND INTERPRETATION

MIMIT,MOLOUT –MBA 3RD


People know about AIRTEL cellular service through

26 % Friends 64% Advertisements 10% Other Sources

other
sources
10%
friends
26%

advertisem
ents
64%

MIMIT,MOLOUT –MBA 3RD


Feature of AIRTEL forced people to use AIRTEL is

16% Advertisements 60% Connectivity 14%Schemes

10%Goodwill

goodwill
schemes
10%
14% advertisem
ent
16%

connectivity
60%

MIMIT,MOLOUT –MBA 3RD


People’s first choice of cellular service when they want to use mobile phone
AIRTEL 42% VODAFHONE 10% IDEA 10%

RELIANCE 20% TATA INDICOM 2% BSNL 16%

TATA
BSNL 2%
16%

AIRTEL
42%
RELIANCE
20%

IDEA
VODAFHON
10%
E
10%

MIMIT,MOLOUT –MBA 3RD


Feature of AIRTEL is better than the people’s previous cellular service.

Advertisements 18% Connectivity 60% Schemes 22%

ADVERTIS
SCHEMES EMENTS
22% 18%

CONNECTI
VITY
60%

MIMIT,MOLOUT –MBA 3RD


AIRTEL users in people’s phone book

Less than 30% : 56%


30% - 70% : 38%
More than 70% : 6%

70-100
6%

30-70
38% 0-30
56%

MIMIT,MOLOUT –MBA 3RD


Type of advertisement mostly like by people in AIRTEL is

Audio Visual : 72%


Print : 22%
Audio : 6%

Audio
6%

Print
22%

Audio
Visual
72%

MIMIT,MOLOUT –MBA 3RD


Celebrity liked by people very much in AIRTEL
Shaif Ali : 8%
Shahrukh : 50%
Kareena : 20%
A. R. Rehman : 22%

A.R. SHAIF ALI


REHMAAN 8%
22%

KAREENA SHAHRUK
20% H
50%

MIMIT,MOLOUT –MBA 3RD


AIRTEL is #1 in India

Yes : 68%
No : 32%

No
32%

Yes
68%

MIMIT,MOLOUT –MBA 3RD


CONCLUSION OF RESEARCH

MIMIT,MOLOUT –MBA 3RD


4.1 CONCLUSION

The conclusion of my study is that AIRTEL’s Advertising has a major

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

has adopted a very good strategy by providing a new connection with

NOKIA who is market leader in mobile set, many new users buy Nokia sets

and they get a free connection of AIRTEL. AIRTEL is successful in

capturing the highest market share by adopting Celebrity Endorsement

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.

MIMIT,MOLOUT –MBA 3RD


4.2 RECOMMENDATIONS
By virtue of its connectivity and advertising strategy AIRTEL is successful

in grabbing the highest market share in India, but there are still some

recommendations from my study point of view is that AIRTEL needs to

make its network service more stronger than other service providers to

dominate the market in future too.

AIRTEL should introduce cheaper recharge cards and internet

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.)

MIMIT,MOLOUT –MBA 3RD


4.3 BIBLIOGRAPHY

ON-LINE WEBSITE:
.
o WWW.GOOGLE.CO.IN
o WWW.AIRTEL.COM

NEWSPAPERS:

o Times of India

BOOKS:

o Marketing Management, PHILIP KOTLER, Eleventh Edition,


Pearson Education.

JOURNAL:

• The Icfaian Journal of Management Research

MIMIT,MOLOUT –MBA 3RD


QUESTIONNAIRE
NAME…………………………………………………………………….
ADDRESS...................................................................................................
OCCUPATION……………………………………………………………
CELLULAR SERVICE USED……………………………………………

If AIRTEL than proceed further

1. How did you know about AIRTEL cellular service?

Friends Advertisements Other Sources

2. Which feature of AIRTEL forced you to used AIRTEL?

Advertisements Connectivity Schemes

Goodwill

3. Which was your first choice of cellular service when you want to use
mobile phone?

AIRTEL VODAFHONE IDEA

RELIANCE TATA INDICOM OTHERS

4. Which feature of AIRTEL is better than your previous cellular service?

Advertisements Connectivity Schemes

MIMIT,MOLOUT –MBA 3RD


5. How many AIRTEL users in your phone book?

Less than 30% 30% - 70% More than 70%

6. Which type of advertisement you most like in AIRTEL?

Audio Visual Print Audio

7. Which celebrity you like very much in AIRTEL?

Shaif Shahrukh Kareena A. R. Rehman

8. Have you take benefits of any scheme offered by AIRTEL?

YES NO

9. According to you is AIRTEL is #1 in India?

Yes No

MIMIT,MOLOUT –MBA 3RD


VIJAY KUMAR
MIMIT, MALOUT
MBA 3rd SEM.
Roll No. 858

MIMIT,MOLOUT –MBA 3RD