INTRODUCTIONTOTHETOPIC

This project is made on the project title An Analytical STUDY OF

SALESPROMOTIONactivitiesandCONSUMERAGEONNETWORKat

BHARTIAIRTELLTD.

Thepurposeofthisprojectistoknowabouttheuseofmobilesandtheneed

ofsalespromotional activitiesandtoknowwhatarethepromotionalactivities

companyfollowtoincreasethesale.Nowadaysmobileservicehasbecomea

necessaryservice.Infieldofmarketingmanykindofsurveyareconductedby

Airteltimetotimeforpromotionawareness.

WhatisSalesPromotion?

Sales promotion describes promotional methods using special shortterm

techniquestopersuademembersofatargetmarkettorespondorundertakecertain

activity. As areward,marketers offer somethingof valuetothoseresponding

generallyintheformoflowercostofownershipforapurchasedproduct(e.g.,

lower purchase price, money back) or the inclusion of additional valueadded

material(e.g.,somethingmoreforthesameprice).

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Salespromotionsareoftenconfusedwithadvertising. Forinstance,atelevision

advertisement mentioning a contest awarding winners with a free trip to a

Caribbeanislandmaygivethecontesttheappearanceofadvertising. Whilethe

deliveryofthemarketersmessagethroughtelevisionmediaiscertainlylabeledas

advertising,whatiscontainedinthemessage,namelythecontest,isconsidereda

sales promotion. The factors that distinguish between the two promotional

approachesare:

1. whether the promotion involves a shortterm value proposition (e.g., the

contestisonlyofferedforalimitedperiodoftime),and

2. Thecustomermustperformsomeactivityinordertobeeligibletoreceivethe

valueproposition(e.g.,customermustentercontest).Theinclusionofatiming

constraintandanactivityrequirementarehallmarksofsalespromotion.

Sales promotions are used by a wide range of organizations in both the

consumerandbusinessmarkets,thoughthefrequencyandspendinglevelsare

muchgreaterforconsumerproductsmarketers.OneestimatebythePromotion

Marketing Association suggests that in the US alone spending on sales

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

techniques designed to induce customers to respond in some way. The most

popular consumer sales promotions are directly associated with product

purchasing. These promotions are intended to enhance the value of a product

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

retailers may encourage retailers to instruct their employees to promote a

marketers brand over competitors offerings. With thousands of products

competingforlimitedshelfspace,spendingontradepromotionisnearlyequalthat

spentonconsumerpromotions.

Many sales promotions aimed at building relationships with channel partners

follow similar designs as those directed to consumers including promotional

pricing,contestsandfreeproduct.Inadditiontothese,severalotherpromotional

approachesarespecificallydesignedtoappealtotradepartners.
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Techniquesusedintradepromotion

Onconsignmentsales

Dealercontests

Dealergifts

Displaycontests

Pointofsalematerial

Shopboardpainting

Dealerdiscounts

Tradefairparticipation

Dealermeets

Cooperativeadvertising

AdvantagesandDisadvantagesofsalesPromotion

Sales Promotion techniques yield results that many other marketing

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

PRIMARY METHOD: Data was collected from respondents through direct

interactionandthroughpersonalmeetings.

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SECONDARY METHOD: External study data has also been used through

internet.Andthroughnewsletters&journals.

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 COMPANYOVERVIEW

TELECOMINDUSTRYININDIA

Indiantelecom sector,likeanyother industrialsectorinthecountry,hasgone

throughmanyphasesofgrowthanddiversification.Startingfromtelegraphicand

telephonicsysteminthe19th century,thefieldoftelephoniccommunicationhas

nowexpandedtomakeuseofadvancedtechnologieslikeGSM,CDMA,andWLL

togreat3Gtechnologyinmobilephones.Daybyday,boththepublicplayersand

the private players are putting in their resources and efforts to improve the

telecommunication technologies so as to give maximum to their customers.

TheTelecomindustryofIndiaisontheedgeofbecomingthesecond

biggest telecom sector in the world with an overall compactness of

telecommunications of up to 47.89%. In the year 2009, the industry attracted

subscribersofover562.21millionwhichwas3.5%greaterthanitspreviousyear,

as per Telecom Regulatory Authority of India (TRAI) report.

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

exemptions in context of system rollouts in rural districts and to telecom

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

telecom services provider withafootprintinallthe23telecomcircles.Bharti

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.

The Enterprise services provide endtoend telecom solutions to corporate

customersandnational&internationallongdistanceservicestocarriers.Allthese

servicesareprovidedundertheAirtelbrand.

AirtelcomesfromBhartiAirtelLimited,oneofAsiasleadingintegratedtelecom

servicesproviderswithoperationsin18countriesacrossAsiaandAfrica.Bharti

Airtelsinceitsinceptionhasbeenattheforefrontoftechnologyandhaspioneered

several innovations in the telecom sector.

ThecompanyisstructuredintofourstrategicbusinessunitsMobile,Telemedia,

Enterprise and Digital TV. The mobile business offers services in India, Sri

LankaandBangladesh.TheTelemediabusinessprovidesbroadband,IPTVand

telephoneservicesin89Indiancities.TheDigitalTVbusinessprovidesDirectto

Home TV services across India. The Enterprise business provides endtoend

telecom solutions to corporate customers and national and international long

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.

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 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

Bharti Airtel, incorporated on July 7, 1995 is the flagship company of Bharti

Enterprises.TheBhartiGrouphasadiversebusinessportfolioandhascreated

global brands in the telecommunication sector. Bharti Airtel is Asias leading

integratedtelecomservicesproviderwithoperationsinIndiaandSriLanka.Bharti

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 Airtelhasbeenattheforefrontofthetelecomrevolutionandhastransformedthe

sect

CompanySecretaryVijayaSampath

BankersAuditorsSRBatliboi&Associates

BusinessDivisions

Theenterpriseservicesgroupincludesunitsforbothlongdistancecarriersandfor

corporate clients. Bharti Airtel has nearly 29 million total customers

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

unit. Enterprise Services is regarded as the trusted communications partner to

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

liability under the Companies Act, for promoting telecommunications services.

Bharti TeleVentures received certificate for commencement of business on

January 18, 1996. The Company was initially formed as a whollyowned

subsidiaryofBhartiTelecomLimited.ThechronologyofeventssinceBhartiTele

Ventureswasincorporatedin1995isasfollows:

Calendaryear&Events

1995

BhartiCellularlaunchedcellularservices'AirTel'inDelhi

1996

STETInternationalNetherlandsNV,or STET,acompanypromotedby

Telecom Italia, Italy acquired a 20% equity interest in BhartiTele

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

Holdings Limited) acquired a 19.05% equity interest in Bharti Tele

Ventures
BhartiTeleVentures(byacquiringa63.45%equityinterestinSCCellular

Holdings)acquiredaneffective32.36%equityinterestinBhartiMobile

(formerly JT Mobiles), the cellular services provider in Karnataka and

AndhraPradeshcircles
NewYorkLifeInsuranceFund,orNYLIF,acquireda3%equityinterestin

BhartiCellular

23
2000

Bharti TeleVentures acquired an effective equity interest of 40.5% in

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

interest in Bharti Mobile (by acquiring the remaining 36.55% equity

interest in SC Cellular) resulting in Bharti TeleVentures holding an

effective74%equityinterestinBhartiMobile.

2001

Bharti TeleVentures acquired NYLIF's 3% equity interest in Bharti

Cellular
BhartiTelesonicenteredintoajointventure,BhartiAquanet,withSingTel

forestablishingasubmarinecablelandingstationatChennai
Bharti TeleVentures issued additional equity for approximately US$

481.30milliontoSingTel,WarburgPincus,AIFgroup,IFC,NYLIF,and

SeejayCellularandBhartiTelecom

24
 BhartiCellularacquireda100%equityinterestinBhartiMobitel(formerly

SpiceCell),thecellularservicesproviderinKolkata
Bharti TeleVenturesacquired85% and15% inBhartiTelespatial from

BhartiTelecomandIntel,respectively
BhartiTeleVenturesacquireda44%equityinterestinBhartiCellularfrom

BritishTelecom,therebymakingBhartiCellularits100%subsidiary
BhartiTeleVenturesacquiredanadditional49%equityinterestinBharti

MobinetfromMillicomInternationalandBellSouthInternational,thereby

owning 89.5% equity interest in Bharti Mobinet, which was further

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

25
 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
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 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

27
 Mr.SinHangBoonandMr.WongHungKhimhaveresignedfromthe

BoardofDirectorsofBhartiTeleVenturesLtdwitheffectfromFebruary

27,2003.
AirtelprovidesSMScricketupdates
Bharti Mobinet Ltd, theBharti group company thatprovides theAirTel

mobileserviceinChennai,todaylauncheditsGPRS(GeneralPacketRadio

Service) network and an MMS (multimedia messaging) on the GPRS

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

license to provide GSM services in five circles including Uttar Pradesh

(East), West Bengal & Andaman Nicobar, Orissa, Bihar and Jammu &

31
 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

32
 twotoptelecomserviceprovidersinabidtooptimizecapacitiesintheNLD

segment.
Internetgatewayandservicesprovider,VideshSancharNigamLtd.(VSNL)

has signed aRight toUse (RoU) agreementtodeploymobiletelephony

major, Bharti TeleVentures' existing National Long Distance (NLD)

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

Adani Group for establishing an endtoend modern telecommunication

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

turnkey contract comprises designing, planning, systems integration and

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.

Infosys, through its digital convergence platform, will offer a suite of

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

violations byits employee.Partner willdisclose forthwithanybreach of

theseprovisionsthatcomestotheirknowledgetoallowfortimelyactionin

theirpreventionanddetection.
Partners will adopt appropriate processes to prevent offering any illegal

gratificationintheformofbribesorkickbackseitherincashorinkindin

thecourseofalldealingswithus.Anyinstancesofsuchviolationswillbe

38
 viewedinaseriousmannerandBhartiAirtelreservestherighttotakeall

appropriateactionsorremediesasmayberequiredunderthecircumstances.
Allpartnersarerequiredtoconfirmtheircompliancetoethicaldealingson

anannualbasisbysigningacertificatetothiseffectasperBhartiAirtel's

standardannualcertificate.
Anyethicalorintegrityissuesobservedorencounteredwhiledealingwith

Bharti Airtel shall be bought to the notice of Bharti Airtels senior

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

market itsownproduct orassociateitscompanywithBhartiAirtel.Ifa

partner spots any counterfeit or infringing Company product/service, the

partnershallimmediatelynotifyBhartiAirtel.
Shallnotreproduce,inwholeorinsubstantialpart,anycopyrightedworkin

hardcopies,prints,videoorelectroniccopiesinviolationofthecopyright

lawsincludingtheBhartiAirtel'sPartnerManual.
Bharti Airtel'sintellectualpropertyalsoresidesintradesecretsorknow

haws.Tradesecretsaretechnical,commercialorotherinformationunknown

tothepublic,whichcanbringeconomicbenefitstoitsowner.Documents

thatcontaintradesecretsandavailabletothePartnershallbesafeguarded

andnot sharedbythePartner withanythirdpartywithoutprior written

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

Airtel believes in Corporate Citizenship. Airtel is committed to protecting the

environmentwhereveritdoesbusiness.Asaresponsiblecorporatecitizenwewill

favor those Partners who share our commitment to the community and the

environment,aswellasthosewhoconformtoalllocalrequirementsregarding

environmentalcodesandguidelines.

CorporateCitizenship

All potential partners are required to undergo the registration process to be

consideredforbusinesswithAirtel.Onsuccessfulcompletion,thepartnerwould

beaddedtoAirtel'sSupplierBaseandaregistrationcodewouldbeprovided.Only

registered partners would be considered for new business opportunities. The

registration code would be rendered inactive for partners not meeting the

requirements of the registration process. Once deactivated, partners would be

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

diaries), or favors should be offeredto anemployee of Airtelor to friends or

family of employees. Partners are expected to familiarize themselves with the

AirtelCodeofConductwhichisavailableinthePartnerManualoronrequest,in

ordertoavoidanyambiguityinthisregard.

Contracting

SupplyChainissolelyresponsibleforselectingpartners,obtainingquotationsand

awarding purchase orders/contracts for products, equipment, software and/or

services.Directdiscussionsbetweentherequestingorganizationandpartnershall

be coordinated by the Supply Chain Department. Airtel will issue a purchase

order/contractforallproductsand/orservicestoallpartners.Workshouldnot

begin until a formal purchase order/contract is received. Partner performing a

serviceorsupplyingproductswithouttheproperauthorizationwoulddosoatits

owncostandrisk.

Confidentiality

44
AirtelwilltreatinformationreceivedfromPartnersinaresponsiblefashion,and

expectsPartnerstotreat informationreceivedfromAirtelinthesamemanner.

PartnersshouldnotdiscloseBhartiAirtelasacustomer,documentationreceived

fromBhartiAirtelorreleaseinformationaboutrelationshipswithBhartiAirtel

withoutwrittenconsent(shouldsuchdisclosuresbelegallyrequired,BhartiAirtel

will not unreasonably withhold that permission, which must be obtained in

advanceandinwriting).

PartnerSatisfaction

Airtel would conduct an annual partner satisfaction survey and use it as an

important tool to continuously improve and further develop its internal and

external processes with partners. In order to obtain an unbiased feedback, the

surveywouldbeconductedbyanindependentexternalagency.

PartnerAwards

Airtel recognizes consistent performance of its partners annually by presenting

performance awards. The awards would be primarily based on the partner

performancescorecard.Awardswouldbeannouncedandpresentedduringthe

45
partnersmeets.Consistent&goodperformerswouldalsobeentitledtobettershare

ofbusinessandotherbenefits,aswouldbeannouncedfromtimetotimebyBharti

Airtel.

PartnerDisengagement

Airtelreservestherighttocancelallordersand/orcontractswithapartnerincases

where there is an unethical practice used, code of conduct violation, partner

bankruptcyorinsolvency,ownershiptransferand/oranyotherreasondeemedfit

fordisengagement.Airtelwouldfollowastructuredapproachfordisengagementto

ensurethesmoothtransitioningwhereseparationbecomesinevitable.

PartnerGrievance

Airtel's Partner grievance process ensures a Partner's ability to access Airtel's

corporate assurance group and leadership to address concerns, grievances, or

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

concerns. Complete form must be sent to the supplier Ombudsperson at

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 has acquired immense importance in todays organizations. Organizations have

realized the value of human capital and its role in their development. 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.

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.

Following are the objectives of recruitment:-

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

Finding and Developing Sources of Potential

Search
Employees
for Prospective Employees. Evaluating
(a)Developing Techniques
Effectiven
(b)Attracting Candidates
Of Recruit

Human Resource Research

Transferring to new
Internal Job Posting Upgrading in Same
Sources Experience Promoting to Highe

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.

A good recruitment policy is based on the organizations objectives, identification of the

recruitment needs, preferred sources of recruitment, criteria for selection and preferences,
the cost of recruitment, and other financial implications. It should reflect the reputation
and image of 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.

STEPS IN SELECTION PROCESS:-

55
Steps involved in selection process include the following:-
1) Preliminary Interview:-
Preliminary interview is essentially a sorting process in which prospective candidates are
given the necessary information about the nature of the job and the organization. In this if the
candidate is found suitable, he is selected for further screening.
2) Application Blank:-
Application form is a traditional and widely used device for collecting information from
candidates. The application form should provide all the information relevant to selection.
Generally, an application form contains the following information:
(a) Identifying information-name, address, telephone number etc.
(b) Personal information-age, sex, place of birth, marital status, etc.
(c) Physical characteristics-height, weight, etc
(d) Family background
(e) Education-academic, technical and professional
(f) Miscellaneous-hobbies, games and sports, extra curricular activities etc.
(3) Selection Test:
Psychological tests are being increasingly used in employee selection. Selection test provides a
systematic basis for comparing the behaviour, performance, and attitudes of two more persons.
The selection test may be classified as:

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

(5) Medical Examinations:-

Applicants who have crossed the above stages are sent for a physical examination either
to the companys physician or to a medical officer approved for the purpose. Such
examination serves the following purposes:
(a) It determine whether the candidate is physically fit to perform the job. Those who
are physically unfit are rejected.
(b) It prevents the employment of people suffering from contagious diseases.

(6) Reference Checks:-

The applicant is asked to mention in his application form, the names and addresses of
two or more persons who know him well. These may be his previous employers, heads
of educational institutions or public figures. The organization contacts them by mail or
telephone. They are requested to provide their frank opinion about the candidate without
incurring any liability. They are assured that all information supplied will be kept
confidential.

(7) Final Approval:-

Employment is offered in the form of an appointment letter mentioning the post, the
rank, the salary grade, the date by which the candidate should join and other terms and
conditions in brief. In some organizations, a contract of service on judicial paper is
signed by both the candidate and the representative of the organization. Appointment is
generally made on a probation of one or two years. After satisfactory performance
during this period, the candidate is finally confirmed in the job on permanent basis or
regularized.

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

and 10 ARE. And providing excellent telecom services. In this area

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

separatemanagement styleof sales&marketing.Under thisconceptthe

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

FRC Rs61+10RsSimcharge Rs31+10RsSimcharge

Talk 55+30{AtoAmin.} 25+15{AtoAmin.}

time
Callrate 50p./min{local,std} 50p./min{local,std}

69
 Upfront 15+10Rs{forretailer} 10+10{forretailer}

Lending 46Rs 21Rs

AirtellaunchedtwoFRCplaninmay,2016ie.Rs61andRs31.And10Rs

forSIMcard.InFRC61customergets55Rsasmaintalkvalueand30min.forA

toAnetwork.Andcallratewillbe50p./minforlocal&Nationalcallonany

network.ForthisschemeAirteldecidedtogivesomecommission15+10Rs.And

inFRCofRs.31customergets25Rsasmaintalkvalueand15min.forAtoA

network.Andcallratewillbe50p./minforlocal&Nationalcallonanynetwork.

Andretailersget10+10Rsascommission.

70
TOTALCONNECTIONSOFRAJASTHAN,(April,2016)

MOBILENETWORK TOTALCONNECTIONS
Airtel 823,000(33.85%)
Others 16,08,000(66.15%)

71
 CONNECTIONS

34% AIRTEL
OTHERS

66%

Fromtheabovestatisticsitcanbesaythattheairtelcontributedinhighestratio,

with33.85%in Rajasthanzone.Themarketbasewas2431000activationsin

April,2016andonlyairtelcontributedaround823,000activations.

72
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.

75
76
COMPETITIORSSCHEMES(MAY,2016)

VODAFONE

FRC Rs28

TALKVALUE 20Rs

CALLRATE 50P./min{Local&National}

UPFRONT 18Rs
{FORRETAILERS}

RELIANCEINDIAMOBILE.

FRC Rs84 Rs85 Rs86

TALKVALUE 51Rs 51Rs 51Rs

CALLRATE 1P./Sec {Local 50p./Sec 1Rs./3 Min.

&National} {Local & {Local &

National} National}
UPFRONT 63Rs 62Rs 61Rs
(FOR

RETAILERS)

77
 IDEACELLULAR

FRC Rs47 Rs49 Rs130

TALK 30+20Rs 30+20Rs 100Rs

VALUE
CALLRATE 1P./Sec 40p./Min.{Local} 1P./Sec

{Local & 60p./Min. {Local &

National} {National} National}

UPFRONT 20Rs 18Rs 50Rs
(FOR

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

78
forretailerstomotivatethem.Sotheretailersputtheireffortsandinterestto

increasethesalesandno.ofactivations.Airtelgivesacommissionon2.5%to

retailersoneveryrechargesale.Andgivesagoodreturntoretailersontheirevery

activation.

ActivationschemeofJune,2016

FRC Rs61+10RsSimcharge Rs62+10RsSimcharge

Talktime 50+15min.+160sms 50+15min.+160sms

Callrate 1p./sec{local},1.2p./sec{std} 50p./min{local,std}

Upfront 10+15{forretailer} 10+15{forretailer}

Lending 46Rs 47Rs

FRC Rs31+10RsSimcharge Rs32+10RsSimcharge

Talktime 25+6min.+90sms 25+6min.+90sms

Callrate 1p./sec{local},1.2p./sec{std} 50p./min{local,std}

Upfront 10+10{forretailer} 10+10{forretailer}

Lending 21Rs 22Rs

InthemonthofJuneAirtelmakeachangeintheFRCschemes.whichhas

showninaboveindex.Airteldidsotocompeteinthemarket.Airtelalso

79
 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

FRC Rs28 Rs29

TALKVALUE 20Rs 20Rs
CALLRATE 1P./Sec {Local, 50p./Min {Local,

National} National}
UP FRONT {For 8Rs 8Rs

Retailers}

FRC Rs48 Rs98

TALKVALUE 40Rs 98Rs
CALLRATE 1P./Sec {Local, 1P./Sec {Local,

National} National}
UP FRONT {For 18Rs 28Rs

81
 Retailers}
RELIANCEMO.

FRC Rs85 Rs86

TALKVALUE 40Rs 40Rs
CALLRATE 50p./Min {Local, 1P./Sec {Local,

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.

82
 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.

83
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.

85
 CompanyshouldmakesomenecessarychangeinitsFRCplan.Forexample

companyshoulddividethetalktimeintotwotime{50%atthetimeof

activation+50%after15days.}

LIMITATIONOFSTUDY

Manyretailersdonotcooperateandsearchingofretaileroutletnamewas

muchmoredifficultasmanyofthemhavenotputtheirShopnameinBoard.

DealersandRetailerdonotliketogiveinformationoftheirselling.

Theprojectionispurelybasedonverbalmeetingandmaybeinfluencedby

unprecedentedfactors

Lackofinterestinretailerstoprovidefullinformationoftheirperformance.
Problemoccurredincollectionofcompetitiondetailsfromtheretailers.

86
 CONCLUSION

Everythinginthisworldismadetoutilizeproperlybutitshouldbereachatthe

properpersonortotheproperutilizedareas.Otherwisethevalueaddedtothose

thingsbecameinvein.

Thuspromotionroleplaysaveryimportantroleinachievingtheobjectivesofa

company.Undoubtly,valueutilityiscreatedbythemanufactureofproductor

servicebuttimeandplaceutilitiesarecreatedbymarketingrole.

Thevariousfindingandbefittingrecommendationhavebeenmadetoincreasethe

marketshareofeachproduct(postpaid,prepaid)ofAirteltherebyincreasingthe

marketshareofAirtelasawhole.Variousfactsanddatahavebeenenclosedfor

betterperusalandvariousgraphshavebeenprovidedforbettercomprehension.

Sales Promotion techniques yield results that many other marketing

communicationelementscannotachieve.

Salespromotionthatisusedinwiththeoveralllongturncommunicationstrategy

ofthebrandissaidtousestrategically.Apromotionshouldnotbeusedforthe

solepurposeofalteringsalesintheshortrun.

Sales promotion is used as a very strategic tool to introduce a new product.

Althoughadvertisingplaysalargeroletowardscreatingawarenessandattitude

87
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
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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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89