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SALESPROMOTIONactivitiesandCONSUMERAGEONNETWORKat
BHARTIAIRTELLTD.
Thepurposeofthisprojectistoknowabouttheuseofmobilesandtheneed
ofsalespromotional activitiesandtoknowwhatarethepromotionalactivities
companyfollowtoincreasethesale.Nowadaysmobileservicehasbecomea
necessaryservice.Infieldofmarketingmanykindofsurveyareconductedby
Airteltimetotimeforpromotionawareness.
WhatisSalesPromotion?
techniquestopersuademembersofatargetmarkettorespondorundertakecertain
generallyintheformoflowercostofownershipforapurchasedproduct(e.g.,
material(e.g.,somethingmoreforthesameprice).
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Salespromotionsareoftenconfusedwithadvertising. Forinstance,atelevision
Caribbeanislandmaygivethecontesttheappearanceofadvertising. Whilethe
deliveryofthemarketersmessagethroughtelevisionmediaiscertainlylabeledas
advertising,whatiscontainedinthemessage,namelythecontest,isconsidereda
sales promotion. The factors that distinguish between the two promotional
approachesare:
contestisonlyofferedforalimitedperiodoftime),and
2. Thecustomermustperformsomeactivityinordertobeeligibletoreceivethe
valueproposition(e.g.,customermustentercontest).Theinclusionofatiming
constraintandanactivityrequirementarehallmarksofsalespromotion.
consumerandbusinessmarkets,thoughthefrequencyandspendinglevelsare
muchgreaterforconsumerproductsmarketers.OneestimatebythePromotion
promotionexceedsthatofadvertising.
SALESPROMOTIONTECHNIQUESOFCOMPANY
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GoodAdvertising.EffectiveIncentivePolicy.
Goodservices.
Wide&DeepDistributionSystem.
DecoratingRetailersshopbydisplayboard,dealersboardetc.
Posters.
Banners.
TypesofSalesPromotion
Salespromotioncanbeclassifiedbasedontheprimarytargetaudiencetowhom
thepromotionisdirected.Theseinclude:
ConsumerPromotion
TradePromotion
SalesforcePromotion
ConsumerSalesPromotion
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Consumer sales promotions encompass a variety of shortterm promotional
purchasebyeitherreducingtheoverallcostoftheproduct(i.e.,getsameproduct
butforlessmoney)orbyaddingmorebenefittotheregularpurchaseprice(i.e.,
getmoreforthemoney).
Whiletyingapromotiontoanimmediatepurchaseisamajoruseofconsumer
salespromotion,itisnottheonlyone.Aswenotedabove,promotiontechniques
canbeusedtoachieveotherobjectivessuchasbuildingbrandloyaltyorcreating
productawareness. Consequently,amarketerspromotionaltoolboxcontainsa
largevarietyofconsumer.
Thereareseveralpossibletoolsthatcanbeusedforconsumerpromotions.Some
ofthemoreimportantonesare:
Sampling
Priceoff
Qualitydeals
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Bandedoffers
Inproductgift
Outproductgift
Coupons
Consumercontests
TradeSalesPromotions
AsnoteinthePromotionDecisionsTutorial,certainpromotionscanhelppusha
productthroughthechannelbyencouragingchannelmemberstopurchaseandalso
promotetheproducttotheircustomers.Forinstance,atradepromotionaimedat
competingforlimitedshelfspace,spendingontradepromotionisnearlyequalthat
spentonconsumerpromotions.
pricing,contestsandfreeproduct.Inadditiontothese,severalotherpromotional
approachesarespecificallydesignedtoappealtotradepartners.
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Techniquesusedintradepromotion
Onconsignmentsales
Dealercontests
Dealergifts
Displaycontests
Pointofsalematerial
Shopboardpainting
Dealerdiscounts
Tradefairparticipation
Dealermeets
Cooperativeadvertising
AdvantagesandDisadvantagesofsalesPromotion
communicationelementscannotachieve.Forexampleitcanturnaroundasales
trendintheshortrun,helpintroduceanewproductbyencouragingconsumerand
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retail acceptance ,reinforce message driven by other communication mix
element,etc.Someofthebenefitsofsalepromotion:
Salespromotionproducesresultbystimulatingpeopletoacttotry,tobuy,
tobuymore,ortobuymoreoften.Itcanleadtotrial,generateexcitement,
encouragereinpeatpurchase,attractswitchers,etc.Itisespeciallyhelpfulin
situationswherethereisextremepressuretoincreasesaleseg.attheendof
theyearwhenthereareshortfallsinbudgetedsales.
Itproducesimmediateresults.Whileadvertisingorpublicrelationactasan
investmentproducingsalesinthelongrun,salespromotionworksduringa
definitespanoftime.Mostofthesalescomeduringthesalepromotions
perioditself.Veryoften,ifthepromotionissuccessful,onecangetresults
withinhours,daysorweeks.
Itcanpreventcompetitorentryoroffsetcompetitorpromotionsandthus
helpmaintainthebrandscurrentmarketshare.
Salespromotiontechniquesdirectedatchannelmembersorsalesforcecan
gainchannelsupportandinvolvementandhelppushtheproduct.Ithelps
ingettingshelfspaceandmerchandisingbenefitsattheretaillevel,clearing
offexcessinventory,motivatingsalespeopletofindnewcontactsetc.
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Sales promotion is relatively easy to design and implement. It is possible to
calculatecostseffectonsalesandsometimesevenoncompetitorsales.
DISADVANTAGESOFSALESPROMOTION
Mostsalespromotionisusedforshorttermresults.Anyexcessiveusecan
shift the focus on shortterm marketing planning that acts only at the
behaviorallevel.
Increasingsalespromotionactivitieshasledtoclutter,leadingcompanies
tocuteachotherandthuserodingthebottomline.
Inmaturemarketssalespromotiondoesnotdomuchinattractingnewcustomers
butonlyswitcherswhoaredearprone.
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OBJECTIVEOFSTUDY
Primaryresearchobjective:
TostudyandinterpretthesalespromotionschemesrunningbyairtelinBareilly
zone.Andtoknowthathowtheconsumercanberetainformaximumtimeon
samenetwork.
Secondaryresearchobjective:
Todeterminethemostpopulartelecombrand
Todeterminetheaverageageonconsumersonsamenetwork
Todeterminethebestsalespromotionscheme
Todeterminetheconsequencesofcurrentschemes
SCOPEOFSTUDY
TheScopeoftheResearchstudywouldincludethegeographic&Demographic
regionofBareilly.Theresearchtargetstheretailersanddistributorswhodealinto
telecomservicesandthetimeperiodofthesurveyisfrom3May20June2016.
DATACOLLECTIONMETHOD
interactionandthroughpersonalmeetings.
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SECONDARY METHOD: External study data has also been used through
internet.Andthroughnewsletters&journals.
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COMPANYOVERVIEW
TELECOMINDUSTRYININDIA
throughmanyphasesofgrowthanddiversification.Startingfromtelegraphicand
telephonicsysteminthe19th century,thefieldoftelephoniccommunicationhas
nowexpandedtomakeuseofadvancedtechnologieslikeGSM,CDMA,andWLL
togreat3Gtechnologyinmobilephones.Daybyday,boththepublicplayersand
the private players are putting in their resources and efforts to improve the
TheTelecomindustryofIndiaisontheedgeofbecomingthesecond
subscribersofover562.21millionwhichwas3.5%greaterthanitspreviousyear,
TheIndiantelecomindustryregisteredannualrevenuesofoverUS$8.57
billion in 2009 triggered by the revival in incomes from landline and mobile
services.By2014,theindustryisanticipatedtosurfaceasthehighestelementin
thenation'sGDPbycontributingupto15.5%.Currently,thetelecomindustryis
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onanexpansionspreeandisadding911millioncellularphonesubscribersper
month.Withthispacethesectorisestimatedtocovermorethanhalfofthenation's
population by 2012.
2016BudgetTelecomIndustryExpectationsarereintroductionoftax
infrastructureserviceproviders,taxrelieftobusinessesundergoingreformatting
mentioned in provisions under Section 80IA (12A) by the Finance Act, 2007,
specialadditionalduty(SAD)compensation,accessibilityofCenvatCreditincase
ofrelocationofthebusiness,tariffsofnotupto0.52%andexplanationontax
reductionofentirespectrumcharge.
GSMMobileMarketShareInIndia
1.BhartiAirtel:121.7million(30.86%)
2.VodafoneEssar:94.1million(23.87%)
3.IDEA:59.8million(15.19%)
4.BSNL:59.4million(15.08%)
5.Aircel:33.0million(8.38%)
6.RelianceTelecom:15.7million(4.0%)
7.MTNL:4.6million(1.17%)
8.LoopMobile:2.7million(0.69%)
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9.Uninor:2.5million(0.64%)
10.STel:0.5million(0.13%)
TotalUsers:395.3million
BHARTIAIRTELLTD
TelecomgiantBhartiAirtelistheflagshipcompanyofBhartiEnterprises.The
BhartiGrouphasadiversebusinessportfolioandhascreatedglobalbrandsinthe
telecommunicationsector.BhartihasrecentlyforayedintoretailbusinessasBharti
RetailPvt.Ltd.underaMoUwithWalMartforthecash&carrybusiness.Ithas
successfullylaunchedaninternationalventurewithELRothschildGrouptoexport
freshagriproductsexclusivelytomarketsinEuropeandUSAandhaslaunched
BhartiAXALifeInsuranceCompanyLtdunderajointventurewithAXA,world
leaderinfinancialprotectionandwealthmanagement.
Airtel comes from Bharti Airtel Limited; Bharti Airtel is one of the leading
alternativeprovidersoftelecommunicationsservicesinIndiaandthefirstprivate
Airtelsinceitsinceptionhasbeenattheforefrontoftechnologyandhassteeredthe
course of the telecom sector in the country with its world class products and
services.ThebusinessesatBhartiAirtelhavebeenstructuredintothreeindividual
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strategicbusinessunits(SBUs)MobileServices,AirtelTelemediaServices&
Enterprise Services. The mobile business provides mobile & fixed wireless
services using GSM technology across 23 telecom circles while the Airtel
TelemediaServicesbusinessoffersbroadband&telephoneservicesin94cities.
customersandnational&internationallongdistanceservicestocarriers.Allthese
servicesareprovidedundertheAirtelbrand.
AirtelcomesfromBhartiAirtelLimited,oneofAsiasleadingintegratedtelecom
servicesproviderswithoperationsin18countriesacrossAsiaandAfrica.Bharti
Airtelsinceitsinceptionhasbeenattheforefrontoftechnologyandhaspioneered
ThecompanyisstructuredintofourstrategicbusinessunitsMobile,Telemedia,
Enterprise and Digital TV. The mobile business offers services in India, Sri
LankaandBangladesh.TheTelemediabusinessprovidesbroadband,IPTVand
telephoneservicesin89Indiancities.TheDigitalTVbusinessprovidesDirectto
distanceservicestotelcos.
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Airtel was born free, a force unleashed into the market with a relentless and
unwaveringdeterminationtosucceed.Aspiritchargedwithenergy,creativityand
ateamdriventoseizethedaywithanambitiontobecomethemostglobally
admiredtelecomservice.Airtel,injusttenyearsofoperations,rosetothepinnacle
toachievementandcontinuestolead.
AsIndia'sleadingtelecommunicationscompanyAirtelbrandhasplayedtheroleas
amajorcatalystinIndia'sreforms,contributingtoitseconomicresurgence.
15
COMPANYPROFILE
DateofEstablishment1995
Revenue6716.88(USDinMillions)
MarketCap1062548.9208608(Rs.inMillions)
CorporateAddressAravaliCrescent,1NelsonMandelaRoad,VasantKunj
Phase2NewDelhi110070,Delhi
ChairpersonSunilBhartiMittal
MDSunilBhartiMittal
DirectorsAjayLal,AkhilGupta,ArunBharatRam,BashirCurrimjee,Chua
SockKoong,CraigEhrlich,DevenKhanna,LimChuanPoh,ManojKohli,Mauro
Sentinelli,NKumar,NikeshArora,PaulO'sullivan,PulakChandanPrasad,Quah
KungYang,RajanBhartiMittal,RakeshBhartiMittal,SarvjitSinghDhillon,
SunilBhartiMittal,TanYongChoo,VijayaSampath
Enterprises.TheBhartiGrouphasadiversebusinessportfolioandhascreated
integratedtelecomservicesproviderwithoperationsinIndiaandSriLanka.Bharti
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Airtelhasbeenattheforefrontofthetelecomrevolutionandhastransformedthe
sect
CompanySecretaryVijayaSampath
BankersAuditorsSRBatliboi&Associates
BusinessDivisions
Theenterpriseservicesgroupincludesunitsforbothlongdistancecarriersandfor
approximately more than 27 million GSM mobile and 1.6 million fixedline
customers.
ThecompanywasfoundedasBhartiTeleVenturesin1995andchangeditsname
inearly2006toBhartiAirtelLimited.ItisaunitofIndianconglomerateBharti
Enterprises)
SunilBhartiMittal(ChairmanandGroupManagingDirector)
Thishighlyinnovativecompanycreatedtelecomhistorywhenitfarmedoutits
networkmanagementtoexpertsNokiaandEricsson,andsetatrendintheglobal
cellularindustry.Lastyear,Vodafonegavethecompanyavoteofconfidenceby
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acquiring 10% mostly from early Bharti investor Warburg Pincus. This year,
BhartiwillofferitssecondoverseasservicesaftertheSeychelles.Itacquireda
licensefortaxhavenJersey,intheChannelIslands,andislookingformore.Italso
planstospend$2billionthisyeartodoublethesizeofitsnetworkandcover50%
ofIndia'spopulation,upfrom40%currently.)
BhartiAirteloffersGSMmobileservicesinallthe23telecomcirclesofIndiaand
isthelargest mobileserviceproviderinthecountry,basedonthenumberof
customers.
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Thegroupoffershighspeedbroadbandinternetwithabestinclassnetwork.With
Landline servicesin94citieswehelpyoustayintouchwithyourfriends&
familyandtheworld.Getworld classentertainmentwithIndiasbestdirect to
home(DTH)servicedigitalTVinmorethan150cities.
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EnterpriseServicesprovidesabroadportfolioofservicestolargeEnterpriseand
Carriercustomers.ThisdivisioncomprisesoftheCarrierandCorporatebusiness
India'sleadingorganizations,helpingthemtomeetthechallengesofgrowth.
DiscoverthemagicalexperienceofdigitalentertainmentwithAirtel.FromDVD
qualitypictureandsound,thebestandwidestvarietyofchannelsandprogrammes
tothebestondemandcontentonAirtelLive,yourTVviewingexperiencechange
foreverwithdigitalTVfromAirtel!
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VISIONOFBHARTIAIRTEL
By2020AirtelwillbethemostadmiredbrandinIndia:
Lovedbymorecustomers
Targetedbytoptalent
Benchmarkedbymorebusinesses
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HISTORYOFTHECOMPANY
BhartiTeleVentureswasincorporatedonJuly7,1995asacompanywithlimited
subsidiaryofBhartiTelecomLimited.ThechronologyofeventssinceBhartiTele
Ventureswasincorporatedin1995isasfollows:
Calendaryear&Events
1995
BhartiCellularlaunchedcellularservices'AirTel'inDelhi
1996
STETInternationalNetherlandsNV,or STET,acompanypromotedby
Ventures
BhartiTelenetlaunchedcellularservicesinHimachalPradesh
1997
BritishTelecomacquireda21.05%equityinterestinBhartiCellular.
Bharti Telenet obtained a license for providing fixedline services in
MadhyaPradeshcircle
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BhartiTelecomandBritishTelecomformeda51%:49%jointventure,
BhartiBT,forprovidingVSATservices
1998
BhartiTelecomandBritishTelecomformeda51%:49%jointventure,
BhartiBTInternetforprovidingInternetservices
FirstIndianprivatefixedlineserviceslaunchedinIndoreintheMadhya
PradeshcircleonJune4,1998byBhartiTelenettherebyendingfixedline
servicesmonopolyofDoT(nowBSNL)
1999
WarburgPincus(throughitsinvestmentcompanyBrentwoodInvestment
Ventures
BhartiTeleVentures(byacquiringa63.45%equityinterestinSCCellular
Holdings)acquiredaneffective32.36%equityinterestinBhartiMobile
AndhraPradeshcircles
NewYorkLifeInsuranceFund,orNYLIF,acquireda3%equityinterestin
BhartiCellular
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2000
BhartiMobinet(formerlySkycellCommunications),thecellularservices
providerinChennai
BhartiTeleVenturesacquireda30.2%equityinterestofTelecomItaliain
Bharti Telenet and 18.8% from Bharti Telecom thereby making Bharti
Teleneta100%subsidiaryofBhartiTeleVentures
SingTel(throughitsinvestmentcompanyPastelLimited)acquiredSTET's
15.3%equityinterestinBhartiTeleVentures
Bharti TeleVentures acquired an additional effective 41.64% equity
effective74%equityinterestinBhartiMobile.
2001
Cellular
BhartiTelesonicenteredintoajointventure,BhartiAquanet,withSingTel
forestablishingasubmarinecablelandingstationatChennai
Bharti TeleVentures issued additional equity for approximately US$
481.30milliontoSingTel,WarburgPincus,AIFgroup,IFC,NYLIF,and
SeejayCellularandBhartiTelecom
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BhartiCellularacquireda100%equityinterestinBhartiMobitel(formerly
SpiceCell),thecellularservicesproviderinKolkata
Bharti TeleVenturesacquired85% and15% inBhartiTelespatial from
BhartiTelecomandIntel,respectively
BhartiTeleVenturesacquireda44%equityinterestinBhartiCellularfrom
BritishTelecom,therebymakingBhartiCellularits100%subsidiary
BhartiTeleVenturesacquiredanadditional49%equityinterestinBharti
MobinetfromMillicomInternationalandBellSouthInternational,thereby
increasedto95.3%followinganissuanceofadditionalequitysharesby
wayofrightsissue
PunjablicenserestoredtoBhartiMobilebytheDoTandmigrationtoNTP
1999accepted
BhartiCellularenteredintolicenseagreementstoprovidecellularservices
ineightnewcirclesfollowingthefourthoperatorcellularlicensebidding
process
Bharti Telenet entered into license agreements to provide fixedline
servicesintheHaryana,Delhi,TamilNaduandKarnatakacircles
BhartiTelesonicenteredintoalicenseagreementwiththeDoTtoprovide
nationallongdistanceservicesacrossIndia
BhartiAquanet,BhartiTelesonicandBhartiCellularenteredintolicense
agreementswiththeDoTtoprovideISPservicesinIndia
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BhartiTelesoniclaunchednationallongdistanceservicesunderthebrand
nameofIndiaOne
Bharti Telenet launched fixed line services in Haryana under the brand
nameofTouchTel.
2002
Comesoutwithissueof18.53croreequitysharesthroughbookbuilding
routewithafloorpriceofRs45pershare,receivedbidfor18.55crore
shares.Throughtheissue,itbecomesthefirstcompanyinIndiatocomeout
with100%bookbuildingissue
Issue price fixed at Rs 45 per share, floor price fixed by the company.
RaisesRs834crore
ShareslistedonBSE,NSEandDSE,opensat11%premiumtoitsissue
priceofRs45
Entersintoa5yearagreementwithEscotelandETLoftheEscortsgroupto
contractleasedlineconnectivityforitscellularoperations
Mr.RaviAkhouryceasestobeDirectorofBhartiTele
DoTgrantsILDTelephonyLicensetoBhartiTelesonic,subsidiaryofthe
company
SignsMoUwithTeliaABtobuyouttheir26%stakeinBhartiMobile
Ties up with SSC (Secondary School Certification) Board, Hyderabad,
whereBhartiwillannounceSSCresultstoitscustomersontheirmobile
phones
ICICIBanktiesupwithBhartiforprepaidmobilecardsviaATMs
BhartiforaysintoMumbaiwithoffers
26
Alpine International Ltd. and ELM International Ltd. acquire shares of
BhartiTeleVentures
Sunil Mittal, Chairman & Managing Director of the company, bags
BusinessmanoftheyearawardbyBusinessIndia
2003
AirtelbreaksinterconnectivitywithTataTeleservicesinAndhraPradesh
Circle
Company accorded its approval for amalgamation of its subsidiary
companiesviz:BhartiTelenetLtd,BhartiTelesonicLtd,BhartiBroadband
NetworksLtdandBhartiComtelLtdthroughschemeofAmalgamation.
ThemergedentitywouldberenamedasBhartiInfotelLtd
AirTellaunchesLocaldirectdialingfacilityinChennaicircle
Mobilizes 5 m long term foreign currency borrowings for expansion of
cellularoperations
BhartiCellularunveilsCareTouchservice
BhartiGroup'scellularbrandAirtelhasunveiledfreemultimediamessaging
services(MMS)foritscustomers.Thecompanyhasalsorolledoutpan
IndiaGPRS(GeneralPacketRadioServices)foritscorporatesubscribers
Launchesits`IndiaOneMeetpress'audioconferencingservice
Punjab,HaryanagetfreeincomingcallsfromAirtel
AirTelprovidesSMSfacilitiestohearingimpairedinChennai
Goa,Maharashtragets'voiceportal'servicesbyBhartiCellularLaunches
freeadditionalconnectiontoitsnewsubscribersinNewDelhi
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Mr.SinHangBoonandMr.WongHungKhimhaveresignedfromthe
BoardofDirectorsofBhartiTeleVenturesLtdwitheffectfromFebruary
27,2003.
AirtelprovidesSMScricketupdates
Bharti Mobinet Ltd, theBharti group company thatprovides theAirTel
mobileserviceinChennai,todaylauncheditsGPRS(GeneralPacketRadio
platform
AirTelunveilsnewringtonesforKarnatakacellularmarket
AirTelSubscribersexceed3millionmark
AirTelunveilsRADsystem
Mr.PMSinharesignsfromtheBoardofDirectorsoftheCompanywith
effectfromMarch31,2003.
Bharti TeleVentures announces the completion of merger with Bharti
Mobitel
BhartiMobitelLtd.mergedwithBhartiCellularLtd.AirTelreintroduces
'Mobile2Mobile'offerforKarnatakacustomers
AirTel,Touchtel jointlyoffer freeTouchtellandlinefor postpaidAirtel
connection
AirTelrollsoutvoicemailserviceforprepaidcustomers
AirTelunveilsnewschemeforprepaidcustomersgivingawayfreetalk
timeworthRs10crore
Airtelsurpasses4lakhsubscriberbaseinKarnataka
BhartiannouncesnewtariffplanAirTel012
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Offers012,anewcellularpackageforthecustomers,whichmeanszero
chargesonincomingcalls,Re1onmobiletomobileoutgoingcalls,Rs2
onmobiletomobileSTDcalls
RollsoutAirtelmessengerservice
AirTeloffersbundledhandset,connectionpackageforRs5715
AirtelslashesSMSratesto60paisa;excludesDelhiandMumbai
Bharticellular,whollyownedsubsidiaryofBhartiTeleVentures,increases
itsstaketo100%inBhartiMobile
IinksdistributionpactwithHathawayCable.Withthisalliance,Bhartiis
saidtobethefirsttelecomfirmtostepintotelevisiondistributionservices
SixcelloperatorsmoveoverfromBhartitoVSNL
AirtelaugmentscellularcoverageinTNbyincludingArcot&Walajapetin
itsnetwork
AirteltiesupwithCokeinChennaitosellitsMagicprepaidcards
AirTelembarksonnetworkexpansioninHyderabad
AirtelunveilsIndiaOneLongDistanceCallingCard
AirTelintroducesunifiedtariffpackageinTN,Chennai
AirtelbecomesfrontrunnerinKarnataka'smobileservicesmarket
BhartiTelelaunches'Alwayson'servicetoitssubscribers
SBI,AirTelannounceEMIofferatRs299
BhartiandMTVjoinhandstolaunchnewSIMcard
AirTelunveilsnewpostpaidschemeatzerorental
AirTellaunches`HappyPlan'inAP
Airtelemergesasthehighestsellingprepaidcard
AirteljoinhandswithAlcatel&Videocontolaunchnewscheme
AirTelserviceprovidertouches5lakhcustomersinPunjab
Airteloffers5newservicesforitscustomersinMumbai
BhartilaunchesfirstdualbandnetworkinDelhi
Gets14thplaceamongtop25CosinIndia
BhartiMobilecrosses4lakhmobilesubscribersinAP
Airtelholdstoppositionintermsofdealerpenetration
29
Prof. V S Raju has been inducted on the Board of Directors of the
Company.
TouchtellaunchesSMSserviceinfixedlinephonesinKarnal,Panipat
AitTelunveilsspecialoffersinKerala
AirTellaunchesInnoWestforthewesternregion
BhartiTeleVenturesentersintoanagreementwithTelesystem(Mauritius)
Pvt.Ltd
Airtelslashesoutgoingsmspriceto30ps
AirTel on December 16, 2003 announced the launch of expense tracker
service,whichprovidescustomerstheoptionoftrackingtheirdaytoday
expensesonadailyormonthlybasis.Toavailofthisservice,thecustomer
shouldregisterhimselfbysendingEXPREGyourmailID{gt}to3020.
Thisservicewillallowauser totrackexpenses,whileonthemoveby
sendinganSMS.EachSMSsentto3020wouldcostRs3.
AirTelintroducesMTVClubCardinChennai
2010
BhartiunveilsnewcardforMeccapilgrims
AirTelenrolls50,000customersinitsmobileservicein60days
LaunchesWAPenabledportalServiceinKerala
BhartiCellular'sAirTelhasextendeditsmobileconnectivitytoKaraikkal,
Nagur,MannargudiandKovilpalayaminTamilNaducircle.
Airtelcustomerbasetouchesnewhighof5lakhmarkinAndhraPradesh
30
Mobile service provider AirTel is launching its first ever MMS (Multi
Mediaservice)downloadsinTamil.Thelaunchofthisservicehasbeen
timedtocoincidewithPongal.
AirTeltieupwithMAATV
AirtellaunchesRs50prepaidsrecharge
AirTellaunchedafamilypackforitspostpaidcustomersinChennaion
January 29. According to a press release, the family pack may have a
maximumof10membersspreadacrossthecountry.Thecombinedbasic
planfixedcharges/rentalofallfamilymembersinthepackwillhavetobe
equaltoRs450butlessthanRs1000forthefamily450packandaboveRs
1000forthefamily1000pack.Theofferingsunderfamilypack450include
15 free mobile to mobile STD minutes within the family, 50 free local
calling minutes to each family member, calls within the family in same
circleat50paisaperminute,25freelocalSMSandonesubscriptionalert
servicefreefor3months.
Bharti TeleVentures enters into a three year service agreement with
Ericsson
BhartiTeleVentures(BTVL)hassignedandreceivedunifiedaccessservice
(East), West Bengal & Andaman Nicobar, Orissa, Bihar and Jammu &
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Kashmir.ThelicensehasbeengrantedtoBhartiCellularLtd(BCL),the
cellulararmandsubsidiaryofBTVL.
Airtelannouncesthesigningofthefirsteverbilateralroamingagreement
betweenanIndianmobileserviceprovideranditscounterpartinPakistan.
Thisfacilitywillbeavailabletoprepaidaswellaspostpaidcustomers.
AirTel's roaming agreement is with Mobil ink, the only GSM cellular
serviceproviderinPakistan
AcquiresswitchingsystemsfromTekelecthatwillgiveatechnologicaledge
tothecompany
BhartiTeleVenturesLtdsignedaninformationtechnologyoutsourcingdeal
withInfoTechmajorIBM,estimatedtobeintherangeof0750millionfor
atenyearperiod.
JayantKhosla,newchiefexecutiveofficer,Mumbai
SignsMoUtojointheSouthEastAsiaMiddleEastWesternEurope4
(SEAMEWE4)consortiumalongwith15otherglobaltelecomoperators.
BhartiTeleVentureshasstruckadealwithShyamTelecomtobuyoutthe
latter's67.5percentstakeincellularservicescompanyHexacomforRs430
crore.
BhartiTelegarners0mviaFCCBs
SamsungIndiaElectronicsLimitedhastiedupwithcellularoperatorBharti
forbundlingitsmobilehandsetswithaconnection.
TheBhartigroupfinalizedanRs500croredealtoshareitsnationallong
distance(STD)networkwithVSNLinafirstofitskindaccordbetween
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twotoptelecomserviceprovidersinabidtooptimizecapacitiesintheNLD
segment.
Internetgatewayandservicesprovider,VideshSancharNigamLtd.(VSNL)
backbone.
Airtelofferstalktimetransferservice
Airtelhasannouncedmoneybackguaranteeofferincaseofcalldropor
poornetworkexperienceforitssubscribers
Bhartilaunches2in1card
Airtel launched twoway international roaming and GPRS for prepaid
customersintheMaharashtraandGoacircles
India'sleadingcellularcompanyBhartiTeleVentureshasbaggedtheAsian
MobileNewsoperatoroftheyearawardinIndiaandthesubcontinent
Bharti TeleVentures Ltd has awarded a million equipment contract to
SwedishtelecomscompanyEricsson
BhartiTeleventuresannouncedformationofanewstrategicbusinessunitto
offervarioustelecomandITservicesthroughasinglecontact
BhartiTeleventuresunveiledamobileportalfeaturingsports,entertainment
andnewsamongothers
AirteltiesupwithMicroTechtosetup'Mcops'vehiclesecuritysystem
BhartiTeleVentureonJuly19launchedringbacktoneservicewhichisa
personalizedmobilemusicservicewherethecallerhearssongsandother
soundclipsinsteadofthetraditionalswitchboardringringtone
33
Airtel,aprivatetelecomservicesprovider,hascommissioneditsfirst24x7
customerservicecentreinAndhraPradesh
AirtelunveilsRs199prepaidcard
AirTeljoinhandswithNMIMStoofferexecutiveMBAprogramme
AirTelintroducesnewschemeforhearingimpairedinMaharashtra&Goa
AirTelinkspactwithJPMobile
AirTelunveilsfirstvirtualcallingcardsinIndia
BTVLrollsoutEDGEservicesinBangalore
AirtelrollsoutFullTalktimeAdvantagecard
AirtelrollsoutWiFiservicesinMumbai
BTVLlaunchesnew'AirtelBroadbandFriendlyOffer'
AirtellaunchesGPRSservicesforprepaidcustomers
AirtelpartnerswithITPOtosetupWiFinetworkinDelhi
AirtellaunchesEDGEservicesandanewprepaidplanforChennai
AirtelintroducesLASinKarnataka
2011
AirtellaunchesvideoservicesforitsGPRScustomersonFebruary22,2005
AirtelunveilsnewTVadfeaturingSachin,Sharukh
BhartiTeleVentureslaunchestelecomnetworkinAndaman&Nicobar
BTVLunveilfixedline,broadbandservices
Bhartiinks5mdealwithNokiaforruralnetworkexpansion
BhartiTeleVenturesLtdhasannouncedthatAirtel,ICICIBank&VISA
havejoinedhandstolaunchmChqarevolutionarynewserviceacredit
cardonthemobilephone
BhartiTeleVenturesAirtelintroducesBlackBerryConnectinIndia
BhartiTeleVenturesannouncesagreementwithVodafone
Airtelunveils'freeflight'offer
Airtelunveilsstarterpack
BhartiTeleVentureslaunchesunderseacablesystem
34
2012
AirtelunveilsRe1STDplans
AirtellaunchesNetXpert.
AirtellaunchesPost2PrerechargingserviceonApril04,2006.
Airtelsetsupcustomercentre
MobileserviceproviderAirteltodayannouncedthelaunchof`SaveMy
PhoneContact'serviceforitsprepaidandpostpaidcustomersinDelhi
Bharti Tele Ventures bags 'Wireless Service Provider of the Year' &
'CompetitiveServiceProvideroftheYear'awards
SunilMittalbagsCEOoftheYearaward
CellebrumjoinhandswithAirtel
AirtelMegaunveiledinCoimbatore
AirteljoinshandwithMicrosoft
BhartiAirtelLtdhasinformedthatMicrosoftandtheCompanyannounceda
strategicpartnershipthatwillofferarangeofsoftwareandservicesforsmall
andmediumbusinesses(SMBs)inIndia.
BhartiAirtelLtdonNov8,announcedafirstofitskindalliancewiththe
networkinfrastructureforthelatter's
Multisector special economic zone (SEZ), located near Mundra Port in
KutchdistrictofGujarat.
2013
35
Bharti Airtel, telecom major, has come out with a slew of initiatives
includingbuyingoutSingTel's50percentstakeinjointventureundersea
cablecompanyNetworki2ifor0million.
BhartiAirtelonFeb11,hasbeenawardedQCIDLShahNationalAwardon
EconomicsofQuality.
BhartiAirtelLtdhasannouncedthefollowingchangesintheoperational
leadershipstructureandrolesintheCompanyeffectiveApril01,2007.
Bharti Airtel Ltd on April 01, 2007, has announced the reduction in
InternationalLongDistanceTariffs(ISD)forallitsmobilecustomersin
India.
AirtelsignsagreementwithHTCfortouchscreenmobile.
2014
NokiaSiemensNetworksonJan3declaredthatithasbeenawardedamulti
million euro contract from Bharti Airtel Ltd for deployment of a single
interactivevoiceresponse(IVR)platformacross23circles.Thethreeyear
optimizationservicestoraiseoverallcustomerexperience.ThenewIVR
solutionwillenableAirteltodeliverservicessuchasvoiceSMS,televoting,
callmanagementservices,callerringbacktoneandvoiceportalonafaster
timetomarketbasisand,therefore,reduceOPEXcosts.
36
BhartiAirtelLtdonFebruary13,2008hasannouncedthatithasachieved
the60millioncustomermark.ThislandmarkhascatapultedBhartiAirtel
intothecluboftopmobileoperatorsintheworldintermsofsubscriber
base.The60millioncustomerbasecoversmobileaswellasfixedlineand
broadbandcustomers.
BhartiAirteltiedupwithUSbasedAppleInctobringthepopularGSM
basediPhoneinthecountry.
Bharti Airtel Ltd has forged a technology alliance with Infosys
TechnologiesLtdtolaunchitsDirecttoHome(DTH)televisionservices.
productsincludingdevices,applicationserversandinteractiveapplications
forAirtel'sDTHservices.
2015
BhartiAirtelHASsignedafiveyearmanagedservicesdealvaluedat0
millionwithAlcatelLucentforitsfixedlineandbroadbandoperations.
Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is
aimedatofferingtheaddedadvantagetoAirtelcustomerstobeintouch
witheachotheratanaffordablerateof50paisaperminute,beitanational
longdistancecall(STD)orlocalcall.
Inordertocreateproductsandservicesforthesmall,mediumandlarge
enterprises,BhartiAirtelandCiscoannouncedastrategicbusinessalliance.
37
ThealliancewouldcombinethestrengthsofAirtel'snetworkserviceand
Cisco'InternetProtocol(IP)technologies.
BhartiAirtelAirtelandmChekannouncemilestoneofOneMillionusers;
introduceabroadrangeofnewmCommerceservices.
2016
BhartiAirtelsubmitteditsbidfor3Gspectrum,theauctionforwhichstarts
fromApril9th.
CORPOATEGOVERNANCE
IntegrityandEthics
Thepartnerswillconductallitsdealingsinaveryethicalmannerandwith
thehighestbusinessstandards.
All partnerswithabusiness relationship withBhartiAirtelshallcomply
withthehighestlevelofintegrityandethicalpractices.
ThepartnerswillprovideallpossibleassistancetoBhartiAirtelinorderto
investigateanypossibleinstancesofunethicalbehaviororbusinessconduct
theseprovisionsthatcomestotheirknowledgetoallowfortimelyactionin
theirpreventionanddetection.
Partners will adopt appropriate processes to prevent offering any illegal
gratificationintheformofbribesorkickbackseitherincashorinkindin
thecourseofalldealingswithus.Anyinstancesofsuchviolationswillbe
38
viewedinaseriousmannerandBhartiAirtelreservestherighttotakeall
appropriateactionsorremediesasmayberequiredunderthecircumstances.
Allpartnersarerequiredtoconfirmtheircompliancetoethicaldealingson
anannualbasisbysigningacertificatetothiseffectasperBhartiAirtel's
standardannualcertificate.
Anyethicalorintegrityissuesobservedorencounteredwhiledealingwith
managementortheHeadofInternalAuditimmediately.
Environment,healthandsafety
SuppliersdealingwithBhartiAirtelshallcomplyandadheretoalllaws,
regulationsandguidelinesonenvironment,healthandsafety.
Supplierswillensurethatallnewserviceofferingsaswellasnewproduct
designsareincompliancewiththerelevantenvironmentalregulationand
guidelines,atthetimeofimplementationatBhartiAirtel.
ProtectionofIntellectualProperty
ThePartner:
Shallcomplywiththeguidelinesforuseofthetrademarksandtradenames
notifiedbytheCompany(includingbutnotlimitedto'Bharti'and'Airtel')
andshallnotusetheCompanytrademarksandtradenameswithouttheprior
writtenconsentoftheCompany.
39
Shall, under no circumstances, advertise or use Bharti Airtel's name to
partnershallimmediatelynotifyBhartiAirtel.
Shallnotreproduce,inwholeorinsubstantialpart,anycopyrightedworkin
hardcopies,prints,videoorelectroniccopiesinviolationofthecopyright
lawsincludingtheBhartiAirtel'sPartnerManual.
Bharti Airtel'sintellectualpropertyalsoresidesintradesecretsorknow
haws.Tradesecretsaretechnical,commercialorotherinformationunknown
tothepublic,whichcanbringeconomicbenefitstoitsowner.Documents
thatcontaintradesecretsandavailabletothePartnershallbesafeguarded
consentofBhartiAirtel.
Domesticandinternationaltradecontrols
Suppliersshallunderstandandfollowapplicabledomesticandinternational
tradecontrolandcustomslawsandregulations,including,butnotlimitedto
thoserelatingtolicensing,shippingandimportdocumentationandreporting
andrecordretentionrequirements.
ConflictofInterest
40
Suppliers will ensure they do not engage in any personal dealings with
Bhartiemployees,especiallythosethattheyinteractwithonBhartibusiness
matters.
PARTNERPOLICY
Airtelwouldstrivetoconductitsbusinessinamannerthatreflectsitsvisionand
brandessence.Asthesourcingbaseexpands,Airtelwillonlydobusinesswith
partnerswhoarecommittedtoalongtermrelationshipfocusingonmutualgrowth
and trust. All Partners are responsible for making sure that Airtel's vision and
brandessenceisadheredtowhensubcontractinganyportionoftheirobligations.
Partnersareindividuallyresponsibleforensuringthattheiremployeesunderstand
Airtel'svisionandbrandessence.
RegulatoryCompliance
AllPartnersofAirtelmustoperatewithintheboundsofallapplicablelaws.They
must also adhere to the governing standards of the country and international
countriesinwhichtheyconductbusiness.IfatanytimeaPartnerceasestomeet
any statutory and/or other requirement of the country in which they are doing
business,Airtelreservestherighttoimmediatelycancelallitsoutstandingorders
withthatPartneraswellasterminateitsagreementwiththePartner.
41
CorporateCitizenship
environmentwhereveritdoesbusiness.Asaresponsiblecorporatecitizenwewill
favor those Partners who share our commitment to the community and the
environment,aswellasthosewhoconformtoalllocalrequirementsregarding
environmentalcodesandguidelines.
CorporateCitizenship
consideredforbusinesswithAirtel.Onsuccessfulcompletion,thepartnerwould
beaddedtoAirtel'sSupplierBaseandaregistrationcodewouldbeprovided.Only
registration code would be rendered inactive for partners not meeting the
requiredtogothroughtheregistrationprocessagain.
NumberofPartnersandBusinessShare
AllpartnersworkingwithAirtelwouldhaveauniquepartnercodeandwouldbe
applicableforalltheirbusinessunitsglobally.Airtelwouldhaveamaximumof6
42
to 8 partners registered for any product or service. RFP would be released to
registeredpartnersonly.Airtelatanypointoftimewouldreleaseacontracttoa
maximumof3partnersforaproductorservicewithabusinesssharesplitof60%,
30%and10%.Incase2partnersarecontracted;thebusinesssharesplitwouldbe
67%and33%.Businesssharewouldbeprimarilybasedonpartnerperformance
scorecard.Airtelwouldprovidehigherbusinessshareforpartnerswhohelpitto
improveitstechnology,competitivenessandcustomerdelight.Incasewhereall
criteriaaresimilarthedecisionwouldbebasedonthepartner'sdependenceon
Airtel.AnydeviationwouldbeapprovedatalevelhigherasperDOA.Single
partnerforaproductorservicewouldbeapprovedthroughaspecificDOA.
Reciprocity
Airtel'sgoalistobuyproductsandserviceswhichhavethebestprices,quality,
delivery,andtechnology.Airtelencouragespartnerstouseitsproductsfortheir
telecomrequirementsandwouldpreferpartnersendorsingBhartiAirtelproducts
whereallcriteriarequirementsarebeingmet.
CodeofEthics
43
Airtelexpectsthehigheststandardsofintegrityandconductfromitspartners.
Nogifts(otherthanadvertisingmatterofmodestvaluessuchascalendarsand
AirtelCodeofConductwhichisavailableinthePartnerManualoronrequest,in
ordertoavoidanyambiguityinthisregard.
Contracting
SupplyChainissolelyresponsibleforselectingpartners,obtainingquotationsand
services.Directdiscussionsbetweentherequestingorganizationandpartnershall
order/contractforallproductsand/orservicestoallpartners.Workshouldnot
serviceorsupplyingproductswithouttheproperauthorizationwoulddosoatits
owncostandrisk.
Confidentiality
44
AirtelwilltreatinformationreceivedfromPartnersinaresponsiblefashion,and
expectsPartnerstotreat informationreceivedfromAirtelinthesamemanner.
PartnersshouldnotdiscloseBhartiAirtelasacustomer,documentationreceived
fromBhartiAirtelorreleaseinformationaboutrelationshipswithBhartiAirtel
withoutwrittenconsent(shouldsuchdisclosuresbelegallyrequired,BhartiAirtel
advanceandinwriting).
PartnerSatisfaction
important tool to continuously improve and further develop its internal and
surveywouldbeconductedbyanindependentexternalagency.
PartnerAwards
performancescorecard.Awardswouldbeannouncedandpresentedduringthe
45
partnersmeets.Consistent&goodperformerswouldalsobeentitledtobettershare
ofbusinessandotherbenefits,aswouldbeannouncedfromtimetotimebyBharti
Airtel.
PartnerDisengagement
Airtelreservestherighttocancelallordersand/orcontractswithapartnerincases
bankruptcyorinsolvency,ownershiptransferand/oranyotherreasondeemedfit
fordisengagement.Airtelwouldfollowastructuredapproachfordisengagementto
ensurethesmoothtransitioningwhereseparationbecomesinevitable.
PartnerGrievance
complaintsrelatingtothecontractingawardprocessforproductsorservices,orin
general.
APartnerwhobelievesthatacontractawarddecisionwasnotdetermined
appropriatelymustfileawrittengrievanceusingthePartnerGrievanceform
46
statingfactsandconcerns.Thecompletedformmustbesentviaemailto
central.scm@airtel.in
APartnerwhohasageneralconcern,grievance&complaintmustfilea
written grievance using the Partner Grievance form stating facts and
AirtelviaemailOmbudsperson@airtel.in
INTRODUCTION:-
CONCEPT OF RECRUITMENT:-
The process of seeking and attracting a pool of people from which qualified candidates for job
vacancies can be chosen. Recruitment is the process of searching for prospective employees
and stimulating them to apply for jobs in the organization. Effectively, recruitment is the
process of getting the right kind of people to apply for the vacancies in an organization.
It is a process to discover the sources of manpower to meet the requirements of the staffing
schedule and to employ effective measures for attracting that manpower in adequate numbers to
facilitate effective selective of an efficient workforce.
47
Though employment, Performance Appraisal are used interchangeably, technically all the three
have different meanings. Infact, Performance Appraisal together constitute employment.
Recruitment as a process, starts with identification of the need for human resource and ends with
getting the prospective employees to apply for the vacancies available. Selection starts where
recruitment ends and deals with choosing the right candidates and getting the best job-fit.
The aim of an effective recruitment program is to attract the best people for the job and aid the
recruiter by making a wide choice available. A good job description helps in attracting the right
candidates for the job.
Recruitment is a positive process as it increases the selection ratio by attracting a large number of
applicants for the advertised jobs.
.
OBJECTIVES OF RECRUITMENT:-
Recruitment is the first step in the process of acquiring and retaining human resources for an
organization. In todays rapidly changing business environment, organizations have to respond
quickly to requirements for people .Hence it is important to have a well-defined recruitment
policy in place, which can be executed effectively to get the best fits for the vacant positions.
48
To attract people with multidimensional skills and experiences that suits the present and
future organization strategies.
To develop an organizational culture that attracts competent people to the company.
To search people whose skills fit the companys values.
To devise methodologies for assessing psychological traits.
To seek out non conventional development grounds of talents.
To search for talent globally and not just within the company.
To anticipate and find people for positions that do not exists yet.
To induct outsiders with a new perspective to lead the company.
SOURCES OF RECRUITMENT:-
INTERNAL SOURCES:-
Internal sources consist of the following:
(a) Present employees-Permanent, temporary and casual employees already on the pay of the
organization are a good source.
(b) Retired and retrenched employees who want to return to the company may be rehired.
(c) Dependants and relatives of deceased and disabled employees.
ADVANTAGES:-
49
(a) Morale and motivation of employees improved.
(b) Present employees are already familiar with the organization and its policies.
Therefore, time and costs of orientation and training are low.
(c) Suitability of existing employees can be judged better as record of their qualifications
and performance is already available in the organization.
(d) Filling of higher level jobs through promotions within the organization helps to retain
talented and ambitious employees.
DISADVANTAGES:-
(a) It may lead to inbreeding.
(b) It discourages flow of new blood into the organization.
(c) If promotion is based on seniority, really capable persons may be left out.
(d) All vacancies cannot be filled up from within the organization.
EXTERNAL SOURCES:-
External sources of recruitment lie outside the organization. These are as follows:
(a) Educational and Training Institutions:-Various institutes like IIMs, IITs,
medical colleges, ITIs and universities are a good source for recruiting well-qualified
executives, engineers, medical staff, chemists etc.
(b) Gate Recruitment:-Unskilled workers may be recruited at the factory gate.
These may be employed whenever a permanent worker is absent.
50
(c) Labour Contractors:- Manual workers can be recruited through contractors
who maintain close links with the sources of such workers. This source is often used to
recruit labour for construction jobs.
(d) Press Advertisements:-Advertisements in newspapers and journals is a widely
used source of recruitment. This method has a very wide reach and cost per person is also
very low.
(e) Similar Organisations:-Experienced employees can be recruited by offering
better benefits to the people working in similar organizations.
(f) Employment Exchanges:-These exchanges provide information about job
vacancies to the jobseekers and help employers in identifying suitable candidates.
ADVANTAGES:-
(a) People having the requisite skill, education and training can be obtained.
(b) Expertise and experience from other organizations can be brought.
(c) It helps to bring new blood and new ideas into the organization.
(d) This source of recruitment never dries up. It is available to even new
enterprises.
DISADVANTAGES:-
(a) It is more expensive and time-consuming to recruit people from
outside.
(b) The employees being unfamiliar with the organization, their orientation
and training is necessary.
(c) If higher level jobs are filled from external sources, motivation and
loyalty of existing staff are affected.
51
PROCESS OF RECRUITMENT:-
The recruitment process consists of the following steps:
1. Recruitment process generally begins when the human resource
department receives requisitions for recruitment from any department of the company.
The human resource requisitions contain details about the position to the filled, number
of persons to be recruited, the duties to be performed, qualifications required from the
candidate, etc.
2. Locating and developing the sources of required number and type of
employees.
3. Identifying the prospective employees with required characteristics.
4. Communicating the information about the organization, the job and
the terms and conditions of service.
5. Encouraging the identified candidates to apply for jobs in the
organization.
6. Evaluating the effectiveness of recruitment process.
According to Famulrao, recruitment process consists of five elements, namely a
recruitment policy, a recruitment organization, developing sources of recruitment,
techniques used to tap these sources, and a method of assessing the recruitment
programme.
Process of Recruitment
52
Human Recruiting Selecting Placing
Resource Required Qualified Selecte
Personnel Personnel Personn
Planning
on Jobs
External
Sources
Employee Referrals Providing Inform
Advertising Clarifying Doub
Scouting
RECRUITMENT POLICY:-
53
The recruitment policy of an organization would normally be in alignment with the objectives
and policies of the organization. It lays down the objectives of recruitment and the channels and
sources of recruitment.
The recruitment policy is considered with quantity and qualifications of manpower. A
recruitment policy establishes guidelines for the staffing process.
A good recruitment policy:
Complies with government policy on hiring.
Provides optimum employment security and avoids frequent lay-offs or lost time.
Assures the candidates of the managements interest in their development.
Prevents the formation of cliques(small exclusive groups)which result in employing the
members of the same household or community in the organization.
Reflects the social commitment of the organization by employing handicapped people
and other underprivileged people of the society whenever there is a possibility of job fit.
Is in alignment with the objectives and people-policies of the organization.
Is flexible enough to accommodate changes in the organization.
Is designed in such a way that it ensures long-term employment opportunities for its
employees.
Stresses and reflects the importance of job analysis.
Is cost effective for the organization.
INTRODUCTION OF SELECTION:-
54
Selection is the process of choosing the most suitable persons out of all the applicants. In this
process, relevant information about applicants is collected through a series of steps so as to
evaluate their suitability for the job to be filled.
Selection is a process of matching the qualifications of applicants with the job requirements. It is
a process of weeding the unsuitable candidates and finally identify the most suitable candidate.
Selection may be described as a process of rejection because generally more candidates are
turned away than are hired. Selection is different from recruitment. Recruitment technically
precedes selection.
Recruitment involves identifying the sources of manpower and stimulating them to apply for
jobs in the organization. On the other hand, Selection is the process of choosing the best out of
those recruited.
Recruitment is positive as it aims at increasing the number of applications for wider choice or
for increasing the selection ratio. Selection is negative as it rejects a large number of applicants
to identify the few who are suitable for the job.
Thus, the purpose of selection is to pick up the right person out of the job. Selection is an
important function as no organization can achieve its goals without selecting the right people.
Proper selection is helpful in increasing the efficiency and productivity of the enterprise.
56
(A) Aptitude tests:-These tests measure the latent ability or potential of a
candidate to learn a new job or skill. Such test are of following types:
(a) Mental tests
(b) Mechanical tests
(c) Psycho-motor tests
(B) Achievement tests:-These tests measure what a person can do. These
determine the skill or knowledge already acquired through training and on the job
experience. These tests are of two types:
(a) Job knowledge tests
(b) Work sample tests
(C) Personality tests:-These tests help in assessing a persons motivation and
interests, his ability to adjust himself to the stress of everyday life, his capacity for
interpersonal relations and for projecting an impressive image of himself. These are of
three types:
(a) Objective tests
(b) Projective tests
(c) Situation tests
(D) Interest tests:-These tests are used to discover a persons area of interest and
to identify the kind of work that will satisfy him. These are generally used for
vocational guidance.
(4) Selection Interview:-
An interview is a conversation between two persons. In selection, it involves a personal,
observational and face-to-face appraisal of candidate for employment. It is an essential
element of selection and no selection procedure is complete without one or more
personal interviews. Interviews may be classified as:
Informal Interview
Formal Interview
Structured Interview
Unstructured Interview
57
Depth Interview
Group Interview
Stress Interview
Panel Interview
58
PROCESS OF SELECTION
Preliminary Interview
Application Form
Selection Tests
Selection Interviews
Physical Examinations
References Checks
Final Approval
59
UNINOR 0.64%
STEL 0.13%
SHARE{%}
AIRTEL
4 1.17 0.69 0.64 0.13 VODAFONE
8.38 IDEA
30.86 BSNL
AIRCEL
15.08 RELIANCE
MTNL
LOOP
UNINOR
STEL
15.19
23.87
FromtheabovedataitscanbesaythatAirtelistheleadingbrandintelecom
industryofIndia,having30.86%marketshareand121.7millioncustomers.
AndsecondleadingbrandisVodafonewith23.87%marketshare.Airtelis
mostadmiredbrandbyconsumers.
AIRTELMARKETSHARESINBAREILLY.
60
MOBILENETWORK MARKETSHARE
AIRTEL 34.5%
OTHERS {VODAFONE,IDEA,REL. 65.5%
ETC.}
MARKET SHARE
34% AIRTEL
OTHERS
66%
AirtelisthemostleadingandadmiredbrandinBareillyzonewith34.5%
market share. Airtel is providing the best telecom services with better
promotionalschemesandwithheavyadvertisement.Bhartihexacomltd.isa
part of Bharti airtel ltd. which is formatted for Rajasthan zone. Bharti
hexacomisallotted20distributionpointsand6territorymanagersinallover
Bareilly.Sothatthecustomersandretailerscaneasilyusetheservices.
61
MARKETCONDITIONOFAIRTELINBAREILLYSDIFFERENT
AREAS
WALLCITY
MOBILENETWORK MARKETSHARE
AIRTEL 38.4%
OTHERS{VODAFONE,IDEA,REL. 61.6%
ETC.}
MARKET SHARE
AIRTEL
38%
OTHERS
62%
Airtelison1stpositioninwallcityareaofBareilly,wallcityisthecorearea
ofBareillycity.Airtelishavingthe4distributionpointsinonlythisarea.
Airtel is here leader because of its better services for retailers and
consumers.
62
TerritorymanagerMr.RakeshSharma
Distributers:
Guptabrothersagency
Rohiniagencies
S.S.marketing
Thedelphine
Territory2
MOBILENETWORK MARKETSHARE
AIRTEL 35%
OTHERS{VODAFONE,IDEA,REL. 65%
ETC.}
MARKET SHARE
35% AIRTEL
OTHERS
65%
Thisterritoryisdividedin4distributionpoint.Airtelisagainhereontop
rankwith35%marketshare.InthisareaAirtelisbestserviceproviders
63
amongallothercompetitors.Thisisonlybecauseofbestsales&marketing
managementbyAirtel.
TerritorymanagerMr.Umangmishra
Distributers:
Singhalmarketingco.
Murlidharchimanilal
Sandeshcellularpvt.Ltd.
Manavagency
64
Territory3(tonkroad,sodala,jawaharnagaretc.)
MOBILENETWORK MARKETSHARE
AIRTEL 33.45%
OTHERS {VODAFONE,IDEA,REL. 66.55%
ETC.}
MARKET SHARE
33% AIRTEL
OTHERS
67%
AgainAirtelison1stpositionwiththe33.45%marketshareinthisarea.Airtelis
having4distributionpointwithexperiencedstaff,providingexcellenttelecom
services.InthisareaVodafoneisonsecondposition.
Territory4(malviyanagar,mansarovar,durgapuraetc.)
65
MOBILENETWORK MARKETSHARE
AIRTEL 33.2%
OTHERS {VODAFONE,IDEA,REL. 66.8%
ETC.}
MARKET SHARE
33% AIRTEL
OTHERS
67%
AgainAirtelison1st positionwiththe33.2%marketshareinthisarea.
Airtelishaving4distributionpointwithexperiencedstaffsuchas9FOS
Vodafoneisonsecondposition.
Territory5(Vaishalinagar,chitrakut,amerraodetc.)
MOBILENETWORK MARKETSHARE
66
AIRTEL 33%
OTHERS {VODAFONE,IDEA,REL. 67%
ETC.}
MARKET SHARE
33% AIRTEL
OTHERS
67%
InthisareaAirtelisontoppositionwith33%marketshare.Thisterritory
isdevidedinDistributionpointwithaexperiencedstaffof7FOSand6ARE.In
thisareaAirtelisBestserviceprovidersamongallothercompetitors.Thisisonly
becauseofbestsales&
67
ModernTrade
ModerntradeisadifferentconceptofAirtelmarketingstrategy.Itshaving
companyhavingtieupwitharound115mobileoutletssuchasThemobile
store,planetM,Hotspotmobilepointetc.inalloverBareillyzone.
Modern trade is very effective and beneficial concept . In this Airtel is
having95%marketshareandrest5%ofothersbrandslikeVodafone,
idea,banaletc.
MOBILENETWORK MARKETSHARE
AIRTEL 95%
OTHERS {VODAFONE,IDEA,REL. 5%
ETC.}
MARKET SHARE
5%
AIRTEL
OTHERS
95%
SALESPROMOTIONBYAIRTELINBAREILLYZONE
68
AirtelisleadingandmostadmiredbrandinBareilly.Airteliscontributing34.5%
marketinthiszoneandrest65.5%marketisacquiredbyallothercompaniessuch
asVodafone,idea,bsnletc.
ThisshowsthatAirtelisdoingbestintelecommunicationindustry.BhartiAirtel
Ltd. having its own separate entity named as BHARTI HEXACOM LTD. for
Rajasthanregion.
EarlierAirtelwasprovidingmobileSIMcardsatverylowpriceortotallyfree,
buttheconsequencesoccurredthattheconsumerageonnetworkcouldnotbefora
longperiodbecausetheconsumersdidnotpaidforthatSIMcardandwhatever
theygotastalkvalueandotherusefulschemes,theywereuseditandthrewthe
SIM cards. Than the Airtel decided to make a change in this procedure of
activations.NowAirtelprovidingamobileconnectionataspecificpricesoif
customerbuyitthanhewillbewithnetworkforalongperiodbecausehehaspaid
aamountforit.
Activationschemeofmay,2016
time
Callrate 50p./min{local,std} 50p./min{local,std}
69
Upfront 15+10Rs{forretailer} 10+10{forretailer}
AirtellaunchedtwoFRCplaninmay,2016ie.Rs61andRs31.And10Rs
forSIMcard.InFRC61customergets55Rsasmaintalkvalueand30min.forA
toAnetwork.Andcallratewillbe50p./minforlocal&Nationalcallonany
network.ForthisschemeAirteldecidedtogivesomecommission15+10Rs.And
inFRCofRs.31customergets25Rsasmaintalkvalueand15min.forAtoA
network.Andcallratewillbe50p./minforlocal&Nationalcallonanynetwork.
Andretailersget10+10Rsascommission.
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TOTALCONNECTIONSOFRAJASTHAN,(April,2016)
MOBILENETWORK TOTALCONNECTIONS
Airtel 823,000(33.85%)
Others 16,08,000(66.15%)
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CONNECTIONS
34% AIRTEL
OTHERS
66%
Fromtheabovestatisticsitcanbesaythattheairtelcontributedinhighestratio,
with33.85%in Rajasthanzone.Themarketbasewas2431000activationsin
April,2016andonlyairtelcontributedaround823,000activations.
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73
TOTALCONNECTIONSOFRAJASTHAN,(May,2016)
MOBILENETWORK TOTALCONNECTIONS
Airtel 800,000(33.43%)
Others 15,93,000(66.57%)
74
CONNECTIONS
33% AIRTEL
OTHERS
67%
Fromtheabovedataitcanbesaythattheairtelcontributedinhighestratio,with
33.43%in Rajasthanzone.Themarketbasewas2393000activationsinMay,
2016andonlyairtelcontributedaround800000activations.
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76
COMPETITIORSSCHEMES(MAY,2016)
VODAFONE
FRC Rs28
TALKVALUE 20Rs
CALLRATE 50P./min{Local&National}
UPFRONT 18Rs
{FORRETAILERS}
RELIANCEINDIAMOBILE.
National} National}
UPFRONT 63Rs 62Rs 61Rs
(FOR
RETAILERS)
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IDEACELLULAR
VALUE
CALLRATE 1P./Sec 40p./Min.{Local} 1P./Sec
RETAILERS)
AboveallactivationplanslaunchedbyAirtelscompetitorsinMay,2016.
Theseallplanshavesamemotivethatistoincreasethewaterfalloftotal
activations. Water fall here refers for the age of a consumer on the
network,meansasimcardistobeactivatedthanforhowmuchdaysor
monthsthiscardbeusedorbewithsamenetwork.Andforincreasethis
waterfallAirtellaunchedthedifferentschemesforprepaidconnections.
WATERFALL(JAN10)71%
WATERFALL(FEB10)68%
WATERFALL(MARCH10)75%
Airtel started some other promotional programs such as activation contest for
retailers,bonusissuesforitsemployeesandretailers.Airtelannouncedmanygifts
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forretailerstomotivatethem.Sotheretailersputtheireffortsandinterestto
increasethesalesandno.ofactivations.Airtelgivesacommissionon2.5%to
retailersoneveryrechargesale.Andgivesagoodreturntoretailersontheirevery
activation.
ActivationschemeofJune,2016
InthemonthofJuneAirtelmakeachangeintheFRCschemes.whichhas
showninaboveindex.Airteldidsotocompeteinthemarket.Airtelalso
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launched a sales promotional program named as MANSOON
MAHOTSAValongwithallschemes.Underthisprogramcompanyhas
fixedsomebonusandgiftsfortheretailersonsomeeasyconditionsand
targets.Theretailerspaytheirconcentrationsonairtelmobileactivations.
MANSOONMAHOTSAV
Thisprogramisbringsbyairtelforitsretailerstomotivateandattractthem.
Airtelbelievesthatiftheretailersareputtheireffortsandinteresttoincrease
theno.ofactivationsoitwillgivesthemosteffectiveresulttothecompany.
Sotoenhancetheinterestofretailersairtelstartsthispromotionalprogram.
Itwasstartedfrom1stJuneanditsgoesupto25thAug.
DETAILOFGIFTVOUCHERS{MANSOONMAHOTSAV}
POINTS GIFTS
5Ltr.Camper/Bombaydyeinglinen
300
650 20gmSilver/3Pccasserole/Steamiron
1000 30gmSilver/Ceilingfan(Branded)
1500 45gmSilver/JMG
3500 110gmSilver/HPphotocopier(F4488)
5500 DigitalCamera7MP/Hometheater/3gmGold
7500 Microwave/250gmSilver
80
10,000 Washingmachine/5gmGold/19LCD/HPphotocopier
(1136)
15,000 1.5TnAC/7gmGold/Handycam
30,000 32LCD/Laptop/15gmGold
35,000 BikeCDDOWN/18gmGold
55,000 BikeHeroHondapassion/30gmGold
90,000 50gmGold
125,000 TATANanocar
COMPETITIORSSCHEMES(JUNE,2016)
VODAFONE
National} National}
UP FRONT {For 8Rs 8Rs
Retailers}
National} National}
UP FRONT {For 18Rs 28Rs
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Retailers}
RELIANCEMO.
National} National}
UP FRONT {For 65Rs 65Rs
Retailers}
FINDINGS
1. AirtelholdsnumberonepositioninIndiawith30.86%marketshare.
2. SameasinBareillyzoneAirtelison1 stpositionwith34.5%market
share.
3. In Bareilly zone Airtel having 20 distributers and around 2800
retailers.
4. AirtellauncheseverymonthanewFRCscheme.
5. EarlierAirtelprovidedSIMcardsatverylowpriceorfree.Butthis
methodwasnotsoeffectivebecauseconsumersstartedmakingituse
andthrowkindofstuff.Bythiswaycompanywasbeingunableto
makesuchstableandlonglastconsumers.
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6. NowairtellaunchessomeFRCschemes.Sothecustomerhastopaya
amountforanewsimactivation.Bythiswaynowconsumerageis
startedbeinglong.
7. VodafoneisthebiggestcompetitorofAirtelintelecomindustry.
8. Thedistributergivesdifferentschemetodifferentshopkeepers.
9. MostlyretailersaresatisfiedwithAirtelservice.
10.Some retailers reported that they do not get time to time airtel
products.
11.SomeretailersarenotsatisfiedwithmarginpolicyofAirtel.
12.EarliertheFRCplan61launchedthattimesomelightretailerswere
facingproblemtoconvincethecustomers.Becausecompetitorswere
providingsameplanatlowcost.
13.SomeOutletsownersareveryangrywiththecompanysperformance
becausetheydidwellinAirtelmo.Connectionbuttheywerenot
appreciatedbythecompany.
14.SomeretailersarefacingprobleminIDverificationpolicyofAirtel.
Becausethecompanymakesostrictthisprocedure.
15.Manycustomersaredivertedtoothernetworkduetostrictnessinid
verification.
16.Someretailersreportedthatthecompanydoesnotprovideenough
returnontheirperformance.
17.Moderntradeisveryeffectiveconcept.InthisconcepttheAirtelis
contributing95%market.Andrest5%coveredbyallothercompetitors.
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84
SUGGESTION
First of all company will provide all its dealers and retailers to all sort of
promotionequipmentsuchasglowsignboard,banner,pumplatesetc.intime
so that they increase their sales which is benefited both retailer as well as
company.
Fewoutletsareunawareaboutschemesopropercommunicationisnecessary
betweendistributorandretailers.
Numberofhoardingshouldbeincreased.
CompanyshouldbelenientinIDverificationprocedure.
Toincreasetheconsumerasonnetwork,companyshouldmakechangein
itsFRCplanforexamplethetalkvalueshouldbedividedintwoparts.50%
oftalkvalueshouldprovideatthetimeofactivationandrestT.T.provide
aftergapofsomedays.
Company should make understand its retailers about the benefits of
consumerasonnetwork.
Companyshouldgiveextrareturnandotherbonus,giftstoitsretailersso
theyputtheirfulleffortstoincreasetheAirtelsales.
Companyshouldmotivateitssalesstaffsotheywillpaymoreconcentration
insalesandactivationofnewconnections.
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CompanyshouldmakesomenecessarychangeinitsFRCplan.Forexample
companyshoulddividethetalktimeintotwotime{50%atthetimeof
activation+50%after15days.}
LIMITATIONOFSTUDY
Manyretailersdonotcooperateandsearchingofretaileroutletnamewas
muchmoredifficultasmanyofthemhavenotputtheirShopnameinBoard.
DealersandRetailerdonotliketogiveinformationoftheirselling.
Theprojectionispurelybasedonverbalmeetingandmaybeinfluencedby
unprecedentedfactors
Lackofinterestinretailerstoprovidefullinformationoftheirperformance.
Problemoccurredincollectionofcompetitiondetailsfromtheretailers.
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CONCLUSION
Everythinginthisworldismadetoutilizeproperlybutitshouldbereachatthe
properpersonortotheproperutilizedareas.Otherwisethevalueaddedtothose
thingsbecameinvein.
Thuspromotionroleplaysaveryimportantroleinachievingtheobjectivesofa
company.Undoubtly,valueutilityiscreatedbythemanufactureofproductor
servicebuttimeandplaceutilitiesarecreatedbymarketingrole.
Thevariousfindingandbefittingrecommendationhavebeenmadetoincreasethe
marketshareofeachproduct(postpaid,prepaid)ofAirteltherebyincreasingthe
marketshareofAirtelasawhole.Variousfactsanddatahavebeenenclosedfor
betterperusalandvariousgraphshavebeenprovidedforbettercomprehension.
communicationelementscannotachieve.
Salespromotionthatisusedinwiththeoveralllongturncommunicationstrategy
ofthebrandissaidtousestrategically.Apromotionshouldnotbeusedforthe
solepurposeofalteringsalesintheshortrun.
Althoughadvertisingplaysalargeroletowardscreatingawarenessandattitude
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information,salespromotionusedtomakenewproductlauncheasierandmore
effective.
BIBLIOGRAPHY
WEBSITES
http://trak.in/tags/business/2007/06/19/indiantelecommunicationstory
from10millionto150millionmobilesubscribersin5years/
http://www.google.co.in/#hl=en&source=hp&q=telecom+industry+in+india
+in+2006+to+2008&aq=o&aqi=&aql=&oq=&gs_rfai=&fp=ab22efe5d2b87
57
http://airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/About+B
harti+Airtel/?
WCM_Page.ResetAll=TRUE&CACHE=NONE&CONTENTCACHE=NO
NE&CONNECTORCACHE=NONE&SRV=Page
http://airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/About+B
harti+Airtel/Our+Brand+Airtel/
http://www.economywatch.com/world
industries/telecommunications/telecomindustryinindia.html
BOOKS
C.RKothari,ResearchMethodology,VishwaPublication,NewDelhi,
IIEdition
WilliamG.Zikmund,BusinessResearchMethods,2003Edition
MAGAZINES
Businesstoday
Indiatoday
ForbesIndia
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