Академический Документы
Профессиональный Документы
Культура Документы
PRATIMA DEVI
DECLARATION
I ( PRATIMA DEVI), hereby declare that the project work entitled marketing
strategies of airtel submitted towards BBA Certificate is my original work and
the dissertation has not formed the basis for award of any degree, associate ship,
fellowship or any similar title to the best of my knowledge.
Place:
DATE
PRATIMA DEVI
ROLL NUMBER
(0804972)
TABLE OF CONTENTS
1.
INTRODUCTION
2.
3.
EXECUTIVE SUMMERY
4.
TARIFF STRUCTURE
5.
6.
7.
8.
RESEARCH METHODOLOGY
9.
LIMITATION
10.
BIBLIOGRAPHY
11.
CONCLUSION
12.
QUESTIONNAIRE
INTRODUCTION
constitute,
44.6
million
mobile
and
5.4
million
fixed
line
Bharti, Vodafone, Tata and Reliance and with the State sector
incumbents-BSNL and MTNL has brought about a significant drop
in tariffs. There has been almost 74% in cell phone charges, 70%
in ILD calls and 25% drop in NLD charges, resulting in a boom
time for the consumers.
The Government has played a key enabling role by deregulating
and liberalising the industry, ushering in competition and paving
the way for growth. While there were regulatory irregularities
earlier, resulting in litigation, these have all been addressed now.
Customs duties on hardware and mobile handsets have been
reduced from 14 percent to 5 percent.
The Indian government has merged the IT and Telecom Ministries
to speed up reforms and decision on the Communication
Convergence Bill to enable the common regulation of the Internet,
broadcasting and telecoms will be taken after the new Government
assumes responsibilities in may this year. An independent
regulatory body (TRAI) and dispute settlement body (TDSAT) is
fully functional.
EXECUTIVE SUMMARY
satisfaction.
The
focus
of
my
research
was
the
enormous
investment
from
India's
operators.
It
These revenue
among
The
companies.
association
has
Growth
not
slowing,
included
the
demand
financial
Airtel
Ltd,
28
percent
owned
by
Singapore
Telecommunications, Reliance Infocomm Ltd and the Indian GSMunit of Vodafone group battle in the hotly competitive sector.
GSM operators are not the only ones who are worried about the
rapid strides made by CDMA mobile players Reliance Infocomm
and Tata Indicom in the Indian cellular market?
The GSM suppliers both handset and equipment - who
incidentally also have their other foot firmly placed in the CDMA
pie, are beginning to lose some sleep over what was earlier termed
as `niche and `minuscule data carriage market by the operators
Apart from the strong success of the two CDMA operators whose
networks are based on code division multiple access (CDMA), the
the Internet, and other data services. GSM operators, on the other
hand, have had to migrate from the frustrating experience of WAP
(wireless application protocol) to GPRS, which has not significantly
improved the subscribers experience of surfing the Net on/from
mobile.
The top brass of GSA, an organisation comprising Nokia, Siemens,
Ericsson, Alcatel and Lucent Technologies - met on Tuesday in the
capital to persuade the operators to adopt EDGE (Enhanced Data
rates for GSM Evolution) and leave GPRS behind as a dream gone
sour.
Only Airtel, Vodafone, BPL Mobile and Idea Cellular had launched
GPRS, but the data transfer speeds of GPRS have been abysmal.
The field trials gave a speed of around 54 kbps, but the actual
speeds have not exceeded 14-18 kbps, a major reason why GPRS
growth has been so slow. As against the total GSM cellular base of
5.61 crore, the country has between 2,80,000 lakh GPRS users
only. In comparison, the two CDMA operators have about 120 lakh
connections. All these sets are data compliant. Though no figures
are available as to how many use these for data services, the figure
is believed to be respectable as a percentage ratio for CDMA.
EDGE holds the promise of delivering data speeds of around 170180 kbps (as against the theoretical speed of around 380 kbps)
which, if achieved, promises the launch of many data applications.
The scalable cost of migrating from GPRS to EDGE is not too high
and mainly comprises software upgrades in case of a modern
network such as Bharti and Hutch, claimed chairman of GSA India
chapter Rakesh Malik.
What will matter a lot in this war will be the availability of EDGE
compliant handsets at affordable rates. While the two CDMA
operators have been giving out handsets that can give hi-speed
data transfer, same has not been the case with GSM. Even now,
GPRS handsets have not become commonplace and GPRS feature
is found only in mid and high-end segment handsets.
S E R V I C
E S
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you
from Bharti Enterprises, India's leading integrated telecom service
provider. Going mobile with Airtel Prepaid is a new way of life. With
a host of great features, also simple to use, Airtel Prepaid makes
everything that you dreamt and believed, possible.
Total Cost Control
You can control your Airtel Prepaid like never before. No more
rentals or deposits simply recharge as much as you need to from
as low as Rs. 10, to as high as Rs. 10,000/-.
Pre activated STD/ISD without deposits or rentals
You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid.
No more paying deposits or having a minimum balance in your
account to make an STD/ISD call. Hassle-free calls are here to
stay!
Prepaid Roaming
Airtel Prepaid comes preactivated with 'National Roaming', so you
stay connected no matter wherever you are. You can also send or
receive MMS, check your email and access other GPRS services
while roaming in India as you would in your own city. While
traveling abroad you can receive calls & send or receive SMS.
Other Services
Airtel brings you, a wide range of Services that will change the way
you communicate. Try them and discover a whole new world of fun
and excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification
Presentation all with your Airtel prepaid connection.
Voice Mail
When your handset is switched off, or youre too busy to answer
the phone, Airtel Voicemail will answer your calls and record a
message. The best part is that there's no extra monthly cost for
setting up Voicemail - you just pay for the phone call when you use
the service.
SMS (Short Messaging Service)
Send messages quickly and easily using text, if it's too noisy to talk
or you don't have much time. It's the way to share those interesting
one-liners, important reminders and rib-tickling jokes, with
anyone, anytime, anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on
your Airtel mobile phone with Subscription Services. SMS <SUB
NEWS> to 3333 for News, <SUB JOKE> for Jokes, <SUB BIZ> for
Business News, <SUB SPO> for Sports Alerts &<SUB VAASTU> for
Vaastu tips.
MMS (Multi-media Messaging Service):
Jazz up your messages with pictures, images and video clippings,
with MMS from Airtel! To activate MMS on your phone, SMS 'MMS'
to 56465 and save service settings.
Airtel Live!
Make your mobile the most happening entertainment destination
with Airtel Live! Airtel brings you the latest in entertainment and
information services, right on your phone!
Airtel Live! WAP Services: Download the latest ring tones, games,
wallpapers, videos and much more. You can also get news clips,
watch live TV and download full songs on you phone. To get Airtel
Live! Settings on your phone, SMS 'Live' to 56465 and save the
settings that you receive as your preferred connection. Airtel Live!
Portal can be accessed from you GPRS enabled phone, by sending
a SMS 'FUN' to 56465.
Airtel Live! Voice Services: Just Dial 56465, and name the
service. For e.g. say ring tones to download your favorite ring
tones. You can also choose a variety of content options like Live
Cricket Commentary, latest National / International News, Movie
Reviews or Stock Market Updates.
Airtel Live! SIM Services: Access loads of fun content and
exciting services like cricket, stocks, on your phone at the touch of
a few buttons with Airtel Live! SIM based Services on your SIM
Hello Tunes
Tired of that boring old tring tring on your phone? Well now when
a friend calls, you can make them groove to the hottest new tracks
burning up the music charts with Hello Tunes from Airtel! You get
a wide choice of songs in the Popular & New Arrivals categories
that are updated regularly. What's more you can directly call the
number for your kind of music, e.g. call 678005 for English New
and 678001 for Hindi New. This would directly take you to your
favorite artist's Hello Tunes listing.
Copy a Hello Tune
Get the tune you want, all you have to do is call 55055 and follow
the simple voice instructions to copy your favorite Hello Tunes.
Once inside the copy feature, just key in the 10-digit Airtel mobile
number you want to copy the Hello Tune from and you get the
same Hello Tune assigned to your number.
Gift a Hello Tune
Forget gifting chocolates, flowers and greeting cards. Say it with a
song instead! Gift a Hello Tune to that special someone. Just call
55055 and choose the song that you want to gift. Follow the simple
voice instructions and key in the 10-digit Airtel mobile number
that you want to gift the Hello Tune to. You will get an SMS
notification upon successful receipt of that gift.
Buy Music - Airtel Music Shops
Buying your favorite Hello Tune or Ring tone is as simple as
recharging your phone with talk time. Simply walk into your
nearest Airtel Shop and walk out with your favorite song. Choose
from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati
Garba, Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits
from a list of more than 18000 songs.
Reach us Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number,
accessible from anywhere in the country, even while roaming. You
can
also
send
us
an
SMS
to
121
or
us
at
121@airtelindia.com.
*In case of email, mention your mobile no. like, 9810012345, in
the subject of the mail for a quicker response.
Airtel Postpaid
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
feelings. To give you the unlimited freedom to reach out to your
special people in your special way.
Easy Billing
Enjoy a host of rich features only with Airtel e-bill. Register free on
My Airtel section and view your monthly bill with call details for
last three months. Sort your calls between personal and official or
analyze your usage, at the click of a button. To change your tariff
plan call our IVR at 121 and leave a request.
Easy Payment Options. Anytime Anywhere
You can choose from a host of convenient payment options only
with Airtel. Walk into any Airtel relationship centre and make your
payments by cash or credit card. Drop a cheque at any of the drop
boxes for making payments or simply log on to My Airtel section
and pay instantly through your credit card. You can also opt for
easy payment options like:
Standing Instructions
You can give us standing instructions to debit your credit card
account for your monthly Airtel bills. All you have to do is fill the
Standing Instruction Form and mail, fax it to us or drop it any of
our relationship centres.
our
convenient
payment
method
of
Credit
Card
Standing
Airtel brings you a wide range of Services that will change the way
you communicate. Try them and discover a whole new world of fun
and excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification
Presentation,help you do more with your Airtel Postpaid
connection!
Conference call
You can hold a teleconference with 5 people simultaneously with
Call Conferencing service from Airtel. In fact, you can set up a
conference even when the other five are using a landline phone. To
know more, call customer service at 121.
Missed call alert
A missed call alert is a SMS that you will receive for all the calls
that you missed. The SMS will detail the CLI and the time when
the call was made. To activate, dial *135*2# then press the call
button and wait for the request to be completed.
Voice Mail
TARIFF STRUCTURE
Prepaid Tariffs
60 sec
Rs.449
Nil
GSM / CDMA
(10 Digit)
Landline / WLL
Rs.1.20
Rs.2.00
Rs.2.40
Rs.2.75
Rs.2.75
Rs.2.75
ISD (Rs./min)
USA, Canada, Europe (Fixed
Rs.6.40
Line), Australia, Singapore, Hong
Kong, Thailand, Malaysia,
Indonesia, New Zealand.
Gulf, Europe (Mobile), SAARC
countries, Africa & Rest of the
world
Rs.9.20
Rs.40.00
SMS (Rs.)
Local
Rs.1.20
National
Rs.2.00
International
Rs.5.00
Other Details
*Rs 50 Local Airtel-Airtel Mobile talktime per month for 6 months
* First month Airtel-Airtel credit within 72hrs of activation & balance credit by 1st week of every
POSTPAID
Airtel Postpaid allows you to choose from a variety of affordable
talk plans, convenient payment options and host of rich features.
So get set to enjoy a world of limitless possibilities!
Reference Tarif Packages (RTP)
ON TIME CHARGES
Activation Charges
Membership Fee
Security Deposit
MONTHLY CHARGES (FIXED)
Bill plan Charge
Monthly Rental
Clip
MONTHLY CHARGES (OPTIONAL)
Clip
Rs.
Rs.
NA
Rs.
Rs.
Rs.
NA
250
250
524
444
150
Rs. 99
Airtel
GSM
/ Landline /
Digit)
Rs 1.99
Rs 1.99
(Mobile),
SAARC Rs 9.99
Sao
tome
Bissau,
&
Diego
Garcia,
Island,
Tuvalu,
Tokelau,
Rs.
Rs.
Rs.
Rs.
1.00
2.00
5.00
3.00
Rs 250
Rs 250 (Converts into security after
24 months)
NA
Rs. 150
Rs. 50
Rs. 150
NA
Security Deposit
MONTHLY CHARGES (FIXED)
Bill Plan Charge
Monthly Rental
Clip
MONTHLY CHARGES (OPTIONAL)
Clip
Rs. 50
Bissau, Diego Garcia, Nauru,
Solomon Islands, Vanuatu, Cook
Islands, Tuvalu, Tokelau, Norfolk
Island, Sakhalin
SMS
Local
National
Intentional
VAS
Rs 1.00
Rs 2.00
Rs. 5.00
Rs. 3.00
This Bill Plan is also available under Advance Rental of Rs. 799
for 2 years.
Local Pack
Airtel to other local mobiles (non Airtel) At Rs 1 / min
Monthly rental Rs 25 per months/ STD Pack
Airtel to other mobiles (non Airtel) & fixed lines nos. at Rs 2 / min.
Monthly rental Rs 75 per month/ Special offer for Airtel Telephone service customers for
availing Airtel Mobile services
If you already have Airtel Telephone service, you can buy a
new Airtel Mobile connection under Airtel One Standard 150
Plan.
Benefits:
Rs 250
Rs 250 (Converts into security after
Security Deposit
MONTHLY CHARGES (FIXED)
Bill Plan Charge
Monthly Rental
24 months)
NA
Rs 299
Rs. 150
Rs. 299
Clip
MONTHLY CHARGES (OPTIONAL)
Clip
NA
Rs. 50
Airtel
GSM
/ Landline /
Re. 1.00
Digit)
Rs. 1.00
Rs. 1.00
Rs. 2.00
Rs. 2.00
Rs. 2.00
Rs. 2.40
Rs. 2.40
Rs. 2.40
Rs. 2.40
Rs. 2.40
Rs. 2.40
Rs. 7.20
(Mobile),
SAARC Rs 9.99
Sao
tome
Bissau,
&
Diego
Garcia,
Island,
Tuvalu,
Tokelau,
Rs.
Rs.
Rs.
Rs.
1.00
2.00
5.00
3.00
Rs. 250
Rs. 250 (Concerts into security
deposit after 24 months)
NA
Rs. 150
Rs. 51
Rs. 99
Security Deposit
MONTHLY CHARGES (FIXED)
Bill Plan Charge
Monthly Rental
Clip
NA
Cuba, Sao Tome & Principle,
Guinea
Bissau,
Diego
Garcia,
Islands,
Tuvalu,
Tokelau,
Rs. 1.50
Rs. 2.00
Rs. 5.00
Rs. 3.00
News
Astrology
Health Tips
PROMOTIONAL STRATEGY
Airtel to Touch Tomorrow with a new brand vision
The Bharti Mobile promoted Airtel cellular service will go in for
repositioning of its brand image. The new brand ethos is portrayed
in two distinct fashions - the tag line "Touch Tomorrow", which
underscores the leading theme for the new brand vision, followed
by "The Good Life", which underscores a more caring, more
customer centric organization. Aimed at re-engineering its image
as just simply a cellular service provider to an all out information
communications services provider, Touch Tomorrow is meant to
embrace the new generation of mobile communication services and
the changing scope of customer needs and aspirations that come
along with it
The new communication is about a new dimension in the cellular
category that goes beyond the Internet, SMS, roaming, IVRS, etc
but which engulfs the whole gamut of wireless digital broadband
services that will constitute tomorrows cellular services. The new
campaign is in two phases - the first of which will communicate
overall brand philosophy and the second products and services.
MARKET SITUATION
At this
installed was for 1.5 lakh subscribers. This coupled with the steep
license fee paid to DOT put pressure on the operators to breakeven by rapidly expanding their markets. In the first two years,
this led to a number of schemes being offered and prices crashing.
COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market
picking up the bulk of the high usage premium clients. This isa
very competitive industry with the two companies differentiating
either on value-added services or price. Airtel is perceived as the
high quality provider and has a premium image.
Essar, on the
Forecasting of sales
C.
Handling distribution
Target achievement
1.
Logistics
Monitor handset
2.
Rental
Telesales
Audit
5.
Retail
MARKET SEGMENTATION
Segmentation is beneficial because of better predictability of the
target consumer group, minimization of risk exposure, better
ability to fine-tune a product / service to the requirement of target
buyer and the resultant ease in designing a proper designing
Premium
Upper Lower
X
X
X
X
X
X
Cellular Phones
Pager
Conventional
Phones
X Market Segment Targeted
Middle
Upper
X
X
X
Lower
X
X
Economy
Upper Lower
X
-
POSITIONING
The product is sought to be positioned as a business efficiency
tool. a lifestyle revolution and a status symbol The emphasis isto
remove misconception that the cellphone is an expensive means of
communication and drive home the point that the cellphone is
actually a day-to-day utility
Airtel's main
It has
It gives an
Roaming facility is
Once a
**
Semi automatic roaming means one card has the facility for
different cities.
b)
c)
d)
e)
They end the interaction on a positive or a humorous notemaking the last 30 seconds count.
Airtel realises that attracting people 'Is easy but converting them
into loyal customers is hard, hence emphasis is on maintaining a
'Smiling and a Friendly Atmosphere' to please and retain the
customer.
MARKETING STRATEGY
ADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile
phone service, Airtel. Besides print advertising, the company had
put up large no of hoardings and kiosks in and around Delhi.
The objective behind designing a promotion campaign for the
Airtel services is to promote the brand awareness and to build
brand preferences.
It is trying to set up a thematic campaign to build a stronger brand
equity for Airtel.
The
image of the service provider counts a great deal. Given the Cell
phone category, it is the network efficiency and the quality of
service that becomes important. What now the buyer is looking at
is to get the optimum price-performance package. This also serves
as an effective differentiator
Brand awareness isspread through the' campaigns and brand
preference through brand stature. Airtel's campaign in the capital
Airtel 's
The tone, tenor and the stance of the visual ads are
Concerts
attempt
to
focus
on
those
who
can
afford.
The
(ii)
launch
advertisements,
launch
advertisements,
DISTRIBUTION
Company
Franchisee
Dealer
Distributor
Dealers
Customer
Customer
commission.
from the customers and they are sent through the liaison officer on
a day-to-day basis to Airtel. The dealer has to invest Rupees. One
Lakh as an initial investment. The dealer of Airtel are not allowed
to provide any other operators' service.
Target set for distributors and the dealers is 100 -150 activations
per month. Hence the dealers can also go for their own promotions
like banners and discounts on festivals etc. The dealer provides
service promptly. The consumer on providing the bill of purchase
for the handset and proof of residence has only to wait an hour
before getting connected. The staff of the dealers and the
franchisees are provided training by the Airtel personnel.
The complaints encountered by the franchisees and dealers are
either handset being non-functional or the SIM Card not getting
Introduction
Growth
Maturity
MARKETING OBJECTIVES
Create product
Maximise market
Maximise profits
share
whole defending
market share
Strategies
Product
Offer a basic
Offer value
Increase in
product/
added services
number of value
service.
Price
Distribution
added services.
Charge cost-
Price to
Price to match
plus
penetrate
or best
market
competitors
Build selective
Build Intensive
Build more
distribution
distribution.
intensive
distribution.
Advertising
Build product
awareness
and interest in
differences and
among early
the mass
benefits.
adopters and
Sales Promotion
dealers.
market
Increase to
Increase to
promotion to
build and
encourage
entice people to
maintain
brand-
subscribe.
relationships
switching.
with customers.
Objectives:
To
study
the
importance
and
development
of
tele
RESEARCH METHODOLOGY
The methodology adopted for this project is exploratory in nature
since there is no hypothesis that has to be tested. The conclusions
have been drawn by exploratory research work.
There have been two sources of information collected:
a) Primary Sources
I have met retailers of the Airtel of the company and have been able
to get first hand information regarding the product, its features
and the buying patterns of the product. Their input has been
valuable.
b) Secondary Sources
Secondary source has played a vital role to play in this report. A
good amount of data has been collected from various published
articles and reports found in magazines and journals. Another vital
source has been the Internet and particularly the companies own
website.
LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful
result but as nothing in this world is 100% perfect I believe that
there will still the chance for error on account of following
limitations(1)
Respondents unavailability.
(2)
(3)
Courtesy bias.
FINDINGS
1. Do you believe that India is potentially one of the most
exciting mobile service providers in the world?
Company
Airtel
Vodafone
Idea
Yes
4
4
4
No
1
1
1
MTNL
1
4
6
AirTel
8
Vodafone
10
Idea
Yes
No
12
14
16
18
MTNL
2.Do you find that the governments telecom policy has had
the most radical impact on the development of mobile service
providers?
Company
Airtel
Vodafone
Idea
MTNL
Yes
4
3
3
5
No
1
2
2
--
5
4.5
4
3.5
AirTel
Vodafone
2.5
Idea
MTNL
1.5
1
0.5
0
Yes
No
Yes
2
3
3
2
No
3
2
2
3
3
2.5
2
AirTel
Vodafone
1.5
Idea
MTNL
1
0.5
0
Yes
No
To some extent
To great extent
Airtel
Vodafone
Idea
MTNL
(1-5)
3
2
2
3
(6-10)
2
3
3
2
3
2.5
AirTel
Vodafone
1.5
Idea
MTNL
0.5
0
To some extent
To great extent
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to
fulfilling the requirements for a personal communication
system?
Company
Airtel
Vodafone
Idea
MTNL
Yes
9
8
8
5
No
1
2
2
5
3
2
No
2
2
MTNL
Idea
Vodafone
2
Yes
AirTel
3
3
3
Yes
9
7
8
8
No
1
3
2
2
10
AirTel
15
20
Vodafone
Idea
Yes
No
25
MTNL
30
35
to
creating
modern
and
efficient
communications?
Company
Airtel
Vodafone
Idea
MTNL
Yes
10
8
10
8
No
-2
-2
2
0
No
2
0
MTNL
Idea
Vodafone
8
AirTel
10
Yes
8
10
SWOT ANALYSIS
STRENGTHS
Cost advantage
Entrepreneurial zeal
WEAKNESSES
To prove credibility
Price pressures
Awareness
OPPORTUNITIES
THREATS
Foreign investment
Other competition
BIBLIOGRAPHY
Seshadri Mohan and Ravi Jain. Two User Location Strategies for
Personal
Communication
Services.
IEEE
Personal
Vodafone
Airtel
Idea
MTNL
CONCLUSION
messaging
service
and
free
voice
service.
Call
QUESTIONNAIRE
NAME: ____________________________________
ADDRESS: ____________________________________
OCCUPATION: ____________________________________
Yes
No
2.Do you find that the governments telecom policy has had
the most radical impact on the development of mobile service
providers?
Company
Airtel
Vodafone
Idea
MTNL
Yes
No
Yes
No
Airtel
Vodafone
Idea
MTNL
To some extent
To great extent
(1-5)
(6-10)
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to
fulfilling the requirements for a personal communication
system?
Company
Airtel
Vodafone
Idea
MTNL
Yes
No
Yes
No
Airtel
Vodafone
Idea
MTNL
to
creating
modern
and
communications?
Company
Airtel
Vodafone
Yes
No
efficient
Idea
MTNL