A

Project Report
On
MANUFACTURING AND TRADING OF SYNERGY
GROUP

Submitted in partial fulfilment of the requirements of the award of the

degree of
BACHELOR OF BUSINESS ADMINISTRATION (B&I)

Guru Gobind Singh Indraprastha University, Delhi

(Session 2008-11)

Under the guidance of Submitted by:

Mr.PRAMOD KUMAR GAURAV MAGGO
BBA (B&I)-V-SEMESTER
Enrollment No.0202051808

BLS INSTITUTE OF TECHNOLOGY MANAGEMENT

Delhi-Rohtak Road, NH-10, Jakhoda, Bahadurgarh (Haryana)
Ph-01276-241922, 241822, 241122 E-mail: blsitm@gmail.com

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 BLS INSTITUTE OF TECHNOLOGY MANAGEMENT
Delhi-Rohtak Road, NH-10, Jakhoda, Bahadurgarh (Haryana)
Ph-01276-241922, 241822, 241122 E-mail: blsitm@gmail.com

Certificate
I, GAURAV MAGGO, Enroll no. 0202051808 certify that the project report
entitled “MANUFACTURING & TRADING OF SYNERGY GROUP” submitted
in partial fulfilment of the requirement of “Bachelor of business administration
(B&I) course of Guru Gobind Singh Indraprastha University. New Delhi.

This is also certified that this project is done by me as original work and it has not
been submitted or published anywhere else for any other purpose.

GAURAV MAGGO
BBA (B&I), V- semester
Enrollment No. 0202051808

2
 BLS INSTITUTE OF TECHNOLOGY MANAGEMENT
Delhi-Rohtak Road, NH-10, Jakhoda, Bahadurgarh (Haryana)
Ph-01276-241922, 241822, 241122 E-mail: blsitm@gmail.com

Guide Certificate

I, hereby certify that Mr. Gaurav Maggo, Enrollment no.0202051808 of BBA

(B&I),V semester has done the project entitled “Manufacturing and trading of
Synergy Group” under my guidance.

He has shown great interest and enthusiasm in the project and I wish him good
luck in all the future endeavours.

Mr. PRAMOD KUMAR

Project Guide

Countersigned By

Prof.

Director

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 ACKNOWLEDGEMENT

The present work is an effort to throw some light on “MARKETING

STRATEGIES OF AIRTEL”. The work would not have been possible to come

to the present shape without the able guidance, supervision and help to me by

number of people.

With deep sense of gratitude I acknowledged the encouragement and guidance

received by my faculty guide Sant Ram Saini.

I convey my heartfelt affection to all those people who helped and supported me

during the course, for completion of my Project Report.

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TABLE OF CONTENTS Page no.

• OBJECTIVE OF THE STUDY 6

• INTRODUCTION TRENDS IN MOBILE COMMUNICATIONS 7

RESEARCH METHODOLOGY 25

EXECUTIVE SUMMARY 31

• COMPANY BACKGROUND 34

• MARKETING & BUSINESS TOOLS ADOPTED BY AIRTEL

• DATA ANALYSIS 49

• FINDINGS

• CONCLUSION

• BIBLIOGRAPHY

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 OBJECTIVE OF THE STUDY

To study the consumer trends in telecommunication sector.

To study consumer decision-making & preferences.

To study marketing strategies adopted by Airtel.

To study the level of customer satisfaction in Airtel.

To study the market potential.

To study customer purchase decision behaviour.

To understand the needs of different consumer segments.

Comparative study of different mobile companies.

6
TELECOM HISTORY SINCE 1842 TILL NOW………..”

With the dramatic changes in interpersonal communication over the past decade,

Internet messaging has emerged as the primary medium for transferring

information quickly, inexpensively, and reliably. However, the growing popularity

of wireless telephones has added another dimension to the communications

equation—mobility. As more Indians rely on cellular communication, this market

is expected to see explosive growth over the forecast period.

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Let’s have a review of telecommunication History:-

Telecom history

1842: Wireless by conduction

1843: Early electromagnetic research, wireless by induction

1865: Induction and Dr. Loomis

Early radio discoveries

1879: D.E. Hughes and the first radio-telephone reception

1880: The photo phone and the first voice radio-telephone call

1880 to 1900: Radio development begins in earnest

1910: The first car-telephone

1924: The first car-mounted radio-telephone

1937: Early conventional radio-telephone development

The modern era begins

1946: The first commercial American radio-telephone service

1948: The first automatic radio telephone service

1969: The first cellular radio system

1973: The Father of the cell phone

1980: Growth of Japanese cellular development

1981: NMT -- the first multinational cellular system

1982: The rise of GSM

1990: North America goes digital: IS-54

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Prehistory (Birth to Bell Labs, 1924)

While puzzling over the mysteries of radio, many inventors worked concurrently

on power generation, telegraphs, lighting, and later, telephone. The thorough

understanding of electricity required to produce a reliable, practical radio system

took a long time and happened in different phases.

In 1820, Danish physicist Christian Ousted discovered electromagnetism, the

science that could help generate electrical power and, if fully understood and

applied, usher in the era of telecommunication.

Michael Faraday - 1791 to 1867

In 1821 Michael Faraday reversed Oberstar’s experiment and in so doing

discovered induction. This helped him build the world's first electricity generator.

He worked on different electrical problems in the next ten years, eventually

publishing his results on induction in 1831.

Wireless by conduction

On October 18, 1842, Morse laid wires between Governor's Island and

Castle Garden, New York, a distance of about a mile. Part of that circuit was under

water. But before he could complete this demonstration a passing ship pulled up

his cable, ending it seemed, his experiment. Undaunted, Morse proceeded without

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the cable, passing his telegraph signals through the water itself. This is wireless by

conduction.

Over the next thirty years most inventors and developers concentrated on

wire line telegraphy, that is, conventional telegraphy carried over wires suspended

on poles. Few tinkered exclusively with wireless since a basic radio theory had not

yet been worked out. Telegraphy, however, did produce a good understanding of

wireless by induction since wires ran parallel to each other and often induced rogue

currents into other lines.

Early electromagnetic research

In 1843 Faraday began intensive research into whether space could

conduct electricity.

In 1864 Maxwell released his paper "Dynamical Theory of the

Electromagnetic Field" which concluded that light, electricity and magnetism were

all related and that all electromagnetic phenomena traveled in waves.

Induction and Dr. Loomis

In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the

first person to communicate through wireless via the atmosphere. Between 1866

and 1873 he transmitted telegraphic messages at a distance of 18 miles. At one

location he even flew a metal-framed kite on a metal wire, perhaps taking

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inspiration from Benjamin Franklin. At another location a similar kite picked up

these signals and noted them with a galvanometer.

Early radio discoveries

Maxwell's 1864 conclusions were distributed around the world and

created a sensation. But it was not until 1888 that Professor Heinrich Hertz of

Bonn, Germany, could produce and detect radio waves consistently and reliably.

On November 22, 1875, while working on acoustical telegraphy, a

science close to telephony, Thomas Alva Edison noticed unusual looking electro-

magnetic sparks.

D.E. Hughes and the first radio-telephone reception

From 1879 to 1886, London-born David Hughes discovered radio waves

but was told incorrectly that he had discovered no such thing. Discouraged, he

pursued radio no further.

Hughes noticed a clicking noise in his home built telephone each time he

worked using his induction balance, a device now often used as a metal detector.

He transmitted signals from one room to another in his house in London. But since

the greatest range there was about 60 feet, Hughes took to the streets with his

telephone, intently listening for the clicking produced by his clockwork

transmitter, gradually diminishing until it no longer could be heard.

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 Alexander Graham Bell was the man who invented the telephone and

made the first call on a wired telephone to Thomas Watson. Bell was also first with

radio.

1888 onwards: Radio development begins in earnest

In 1888 the German, Heinrich Hertz, conclusively proved Maxwell's

prediction that electricity could travel in waves through the atmosphere. Unlike

Hughes, the extensive and systematic experiments into radio waves that Hertz

conducted were recognised and validated by inventors around the world.

Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using

them to ring a bell remotely and to explode some gunpowder".

In December 24, 1906, Reginald Fessenden accomplished the first radio

band wave communication of human speech over a distance of 11 miles, from

Brant Rock, Massachusetts, to ships in the Atlantic Ocean. Radio was no longer

limited to telegraph codes, no longer just a wireless telegraph, but a means of

verbal communication.

The first car-telephone

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 From 1910 onwards, Lars Magnus Ericsson, the man who founded

Ericsson in 1876, and his wife Hilda, regularly worked the first car telephone.

Access was not by radio, instead there were two long sticks, like fishing rods,

handled by Hilda. She would hook them over a pair of telephone wires, seeking a

pair that was free. When they were found, Lars Magnus would crank the dynamo

handle of the telephone, which produced a signal to an operator in the nearest

exchange.

Later, with Armstrong's regenerative circuit, tubes were developed that could

either transmit or receive signals, were stable and powerful enough to carry the

human voice and sensitive enough to detect those signals in the radio spectrum.

In 1919, three firms came together to develop a wireless company that one

day would have a reach across the globe. Heavy equipment maker ASEA, boiler

and gas equipment maker AGA and telephone manufacturer LM Ericsson formed

SRA Radio, the forerunner of Ericsson's radio division.

The first car-mounted radio-telephone

Bell Laboratories claims to have invented the first version of a mobile in

1924. It was a two-way, voice-based radio-telephone and the adjoining photograph

from their site certainly seems to confirm it.

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History of cellular mobile telephony: 1982 to 2001

1980 - First cellular phones began to appear

1982 - Nordic Mobile Telephony (NMT) standard

1983 - American Mobile Phone System (AMPS) standard

1986 - Nordic Mobile Telephony (NMT) 900 MHz

1991 - Commercial launch of the GSM service

1993 - Coverage of main roads GSM services start outside Europe

1994 - Japanese Digital Cellular (JDC)

1996 - USA Personal Communications Systems (PCS)

1982 - The beginning

During the early 1980s, analog cellular telephone systems experienced

rapid growth in Europe, particularly in Scandinavia and the United Kingdom, but

also in France and Germany. Each country developed its own system, which was

incompatible with those of others, in equipment and operation. This was an

undesirable situation, because not only was the mobile equipment limited to

operation within national boundaries, but also limited to the market for each type

of equipment. This scenario in a unified Europe was undesirable.

The Europeans realized this early on, and in 1982, the Conference of

European Posts and Telegraphs (CEPT) form a study group called the Group

Special Mobile (GSM) to study and develop a pan-European public land mobile

system. The proposed system had to meet certain criteria, which included:

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1. Good subjective speech quality.

2. Low terminal and service cost.

3. Support for international roaming.

4. Ability to support handheld terminals.

5. Support for a range of new services and facilities.

6. Spectral efficiency

7. ISDN compatibility.

Nordic Telecom and Netherlands PTT proposed to the CEPT the

development of a new digital cellular standard that would cope with the ever-

burgeoning demands on European mobile networks. The European Commission

(EC) issued a directive which required member states to reserve frequencies in the

900 MHz band for GSM to allow for roaming.

1986 - Main GSM radio transmission techniques were chosen.

1987 - September - 13 operators and administrators from 12 areas in the CEPT

GSM advisory group signed the charter GSM (Group Special Mobile) MoU "Club"

agreement, with a launch date of 1 July 1991.

The original French name Group Special Mobile was changed to Global System

for Mobile communications; but the original GSM acronym remains.

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GSM specifications were drafted.

1989 – 1998

In 1989, GSM responsibility was transferred to the European

Telecommunication Standards Institute (ETSI), and phase I of the GSM

specifications was published in 1990. Commercial services started in mid 1991,

and by 1993 there were 36 GSM networks in 22 countries, with 25 additional

countries like South Africa, Australia and many Middle and Far East countries

opting for GSM. By the beginning of 1994, there were 1.3 million subscribers

worldwide.

The developers of GSM chose an unproven (at that time) digital system,

as opposed to the then standard analog cellular systems like AMPS in the United

States and TACS in the United Kingdom. They had faith in the advancements in

compression algorithms and digital signal processors to allow the fulfillment of the

original criteria and the continual improvement of the system in terms of quality

and cost.

The European Telecommunications Standards Institute (ETSI) defined

GSM as the internationally accepted digital cellular telephony standard.

1990

Phase 1 GSM 900 specifications were frozen

DCS adaptation started.

Validation systems implemented.

First GSM World congress at Rome had 650 participants.

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1991

First GSM specification was demonstrated.

GSM World Congress at Nice had 690 participants.

1992

January - The first GSM network operator was Oy Radiolinja Ab in Finland.

December 1992 - 13 networks were on air in 7 areas.

GSM World Congress at Berlin had 630 participants.

1993

GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.

Roaming agreements between several operators were established.

By December 1993, 32 networks were on air in 18 areas.

GSM World Congress at Lisbon progressed with 760 participants.

Telkom '93 was held in Cape Town. First GSM systems were shown.

1994

First GSM networks in Africa were launched in South Africa.

Phase 2 data /fax bearer services were launched.

Vodacom became the first GSM network in the world to implement data/fax.

GSM World Congress at Athens drew 780 participants.

December 1994 -- 69 networks were on air in 43 areas.

1995

GSM MOU was formally registered as an association registered in Switzerland

with 156 members from 86 areas.

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GSM World Congress at Madrid attracted 1400 participants.

December 1995 - 117 networks were on air in 69 areas.

Fax, Data and SMS roaming started.

GSM phase 2 standardisation was completed, including adaptation for PCS 1900.

First PCS 1900 network was shown live 'on air' in the USA.

Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.

Ericsson 337 wins GSM ‘phone of the year’.

US FCC auctioned off PCS licenses.

1996

December 1996 - 120 networks were on air in 84 areas.

8K SIM was launched.

Pre-paid GSM SIM cards were launched.

Bundled billing was introduced in South Africa.

Libya goes on-line.

Option International launches the world's first GSM/Fixed-line modem.

2001

Feb -- GSM Conference held in Cannes.

By May 2001 there were 500m GSM 900/1800/1900 users worldwide.

16 billion SMS messages were sent in April 2001.

By April, 500 million people are GSM users.

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 “Trends in Mobile Communications”

The growth and penetration of sophisticated digital communication systems,

infrastructures, and services, has been increasing constantly over the last

decade. Examples of these services are the Internet, electronic mail, multimedia,

pagers, PDA's, and mobile telephony. From marginal penetration 15 years ago,

these systems and services are becoming a commodity in both professional and

consumer markets worldwide. The developments in these fields are still going

strong. In particular, rapid advances - both in technology and services - can

currently be observed in wireless and mobile systems that support the

communication of different media, such as data, speech, audio, video and

control.

Current wireless network and mobile phone services roll-out is centered around

four available technologies, namely WAP, UMTS, Bluetooth, and mobile

positioning systems. The wireless application protocol (WAP), initially carried

by second generation GSM and in the future by third generation UMTS wireless

networks, will turn the mobile phone into a networked smart-phone capable of

low to medium data rate Internet functionalities. Bluetooth will allow for short-

range data communication between consumer appliances in a domestic

environment. Positioning systems will become integral part of mobile phones

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such that services can be made dependent on the location of the user in the

network.

In the second place, we observe that computing resources are becoming

ubiquitously - that is everywhere and at all time - available. We will soon live in

an environment that supports us by providing ubiquitous Computing for a wide

variety of tasks and services. Daily life consumables, durable products and

services already contain an ever-increasing number of sensors, actuators,

processing units, and (embedded) software. The personal computer has entered

daily life as a necessary commodity, and the development of sophisticated

communication systems in today's society relies heavily on the availability of

computation resources.

Finally, we observe that communication and computing is becoming

increasingly personal. The device (and therefore the user) is always on-line, the

user is identifiable, the device can be personalized, and the system knows about

the user’s position.

“Cellular Mobile Pricing Structures and Trends”

Successful growth and diffusion of mobile communication services is focusing

greater attention on how mobile relates to fixed networks. Accordingly, it is

necessary for regulatory authorities to review current frameworks in those

instances where regulation might impede the offering of certain pricing

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structures, such as calling party pays. This issue is critical in putting fixed and

mobile networks on an equal footing, so the potential for competition between

networks can be exploited. Testing the demand for new pricing structures can

be left to the market. Successful growth and diffusion of mobile communication

services is focusing greater attention on how mobile communication relates to

the Internet and electronic commerce. This report reviews and benchmarks the

pricing of emerging services such as short message services. These services are

the harbingers of? third generation? information services over mobile networks,

and policy makers need to review current regulatory frameworks to enhance

pricing innovation and competition in the provision of these services.

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Individual customization

An important trend in our society is agility or mass individualization. Consumer

behavior is much more volatile, much less predictable and increasingly

concerned with instant gratification. The expectation is that in due course this

trend towards individualization will become a more important factor in the

emerging markets too, particularly in the urban areas. As well as setting quality

standards for products, this attitude also demands delivery at the right time and

in the right place. At any moment, wherever the consumer may be, it has to be

possible to satisfy his or her requirements; it is a question of the consumer as a

"moving target" and how we can increase our chances of "sco

ring a hit".

In modern thinking about categories of consumers, every consumer has

something of this instant consumer in his or her make-up, alongside other

possible descriptions, such as "rational", "social" and "responsible". What's

more, this can vary according to the product category. One moment, moreover,

this instant consumer will be demanding products on the basis of flavor,

convenience or cheapness, and in the next breath will be voicing concerns about

the environment, animal welfare or his or her own health. The likelihood is that

in the long term health, the environment and animal welfare will be significant

factors in the concept of quality, as safety already is.

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Changes in consumption patterns are an important factor in this development.

While the retail trade is evolving from supermarket to household service

provider in response to mass individualization, consumers are increasingly also

obtaining their food through other outlets: company canteens, take-away meals,

snack bars, old people's homes etc. "Young couples" in Europe are rapidly

moving towards the situation that already exists in the United States, where

50% of the food consumed is prepared outside the home. This places different

demands on products in terms of keeping qualities (shelf life), convenience and

presentation.

Consumer-driven technology development

These trends in the market and among consumers generate a demand for a more

differentiated and more rapidly changing product range and also call for a

different approach to technology development (dedicated production systems).

In the future there will have to be product development that takes the dynamic

of the market and the divergent wishes of the consumers as its starting point and

uses the technologies of the future: biotechnology, separations technology,

sensor technology and modern information technology (IT). To achieve this,

product development will have to be tackled in a more structured way, and

knowledge deriving from different areas of research will have to be integrated

more effectively. The development of sensor technology in the agro sector, for

instance, requires the integration of materials technology, biotechnology and

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process technology. New scientific developments also provide interfaces

through which the sector may respond to wishes relating to health: both the

information about genetic aspects and the new insights into bioactive

components - substances that, in low concentrations, affect human health - offer

interesting prospects of made-to-measure food!

In the future, "made-to-measure food" will also mean "food produced in a way

that the public finds socially acceptable". Such aspects as the environment,

animal welfare etc. will play a major role. This will have to be specifically taken

into account in the development of technology.

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RESEARCH METHODOLOGY:

An Introduction

Meaning of research

Research in common parlance refers to a search for knowledge.

One can also define research as a scientific and systematic search for pertinent

information as a specific topic. In fact, research is an are of scientific

investigation. The Advanced Learner’s Dictionary of Current English lays down

the meaning of research as “a careful investigation or inquiry especially through

search for new facts in any branch of knowledge.” Redman and Mory define

research as a

“systematized effort to gain new knowledge.” Some people consider research as

movement, a movement from the known to the unknown. It is actually a voyage

of discovery. We all possess the vital instinct of inquisitiveness makes us probe

and attain full and fuller understanding of the unknown. This inquisitiveness is

the mother of all knowledge and the method, which man employs for obtaining

the knowledge of whatever the unknown, can be termed as research.

Research is an academic activity and as such the term should be used in a

technical sense. According to Clifford Woody research comprises defining and

redefining problems, formulating hypothesis or suggested solutions; collecting,

organizing and evaluating data; making deductions and reaching conclusions;

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 and at last carefully testing the conclusions to determine whether they fit the

formulating hypothesis. D.Slesinger and M Stephenson in the encyclopedia of

Social Sciences define research as “ the manipulation of things, concepts or

symbols for the purpose of generalizing to extend, correct or verify knowledge,

whether that knowledge aids in construction of theory or in the practice of an

art” Research is , thus, an original contribution to the existing stock of

knowledge making for its advancement. It is pursuit of truth with the help of

study, observation , comparison and experiment. In short, the search for

knowledge through objective and systematic method of finding solution to a

problem is research.. As such the term’ research refers to the systematic method

consisting of enunciating the facts and reaching certain conclusions either in the

from of solutions(s) towards the concerned problem or in certain generalizations

for some theoretical formulation.

Defining the research problem:

A researcher must find the problem and formulate it so that it

becomes susceptible to research. Like a medical doctor, a researcher must

examine all the symptoms (observed by him) concerning a problem before he

can diagnose correctly.

And therefore, I have also defined the research problem i.e. to

study consumer trends, behaviour, preferences and level of satisfaction in Airtel

communication Ltd.

Research methodology:

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 After defining the research problem the foremost step will be

planning for the further investigation. Preparing the blue print to undertake the

research called research design. In other words,

“A research design is the arrangement of condition for collection and analysis

of data in a manner that aims to combine relevance to the research purpose with

economy in procedure".

Under this chapter methodological step has been adopted in the

study of consumer trends, behaviour, preferences and level of satisfaction in

Airtel communication Ltd. The research procedures followed are described as

under:

Research Objectives:

To study the consumer trends in telecommunication sector.

To study consumer decision-making & preferences.

To study marketing strategies adopted by Airtel.

To study the level of customer satisfaction in Airtel.

To study the market potential.

To study customer purchase decision behaviour.

To understand the needs of different consumer segments.

Comparative study of different mobile companies.

Research Approach

27
 The research approach for the purpose was secondary research to collect

the information on the subject.

Research Instrument

I used direct observation, customer data & survey as research instrument.

Research Design

In this project use exploratory research design and for data collection fill-

up the questionnaires from the customer of mobile, survey of the market and

some information collect by interview of the users of the cellular at West Delhi

Area of Research

West Delhi region

Research Data

Data is the key activity of marketing research. The design of the data

collecting method is backbone of research design.Data constitute the foundation

of statistical analysis and interpretation. Hence the first step in statistical work is

to obtain data.

Primary Data:

Primary data are gathered for the specific purpose or for a specific

research project, consist of original information for the fulfilment of project

objective.

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When the data are required for the particular study can be found neither in the

internal record of the enterprises nor in published sources. In some cases it may

become necessary to collect original data.

Primary data can be collected in four ways:-

Observation

Focus

Survey

Experiment

Secondary data:

Secondary data are the data, which already exists somewhere.

Secondary data provide starting point for research and after that the advantage

of low cost and ready availability. Secondary data can be divided into two

types:

Internal data

External data

When researcher uses the data that has already been collected by other

data are called secondary data. Secondary data can be obtained from journals

i.e. internal sources report, government publication and books, professional

bodies etc.

Internal data are reports and memos generated within an organisation

to facilitate its operations. External data are those specially produce for outside

consumption.

29
 Sources from which I have taken the secondary data are as under:

Direct observation

Airtel website

Books for marketing management

Surveys and customer data & report

30
 “EXECUTIVE SUMMARY”

Profile of: Mr. Sunil Mittal, Executive Director and Chief Executive

Officer Airtel Mobile Communications Ltd.

Mr Rajan Swaroop is a qualified professional with over 21 years of working

experience in Automotive, Telecom and IT industries.

Mr. Swaroop is a graduate of Mechanical Engineering from IIT Delhi and Post

Graduate in Management from Indian Institute of Management, Ahmedabad.

In the last 9 years in Escorts, he has handled various roles including Head of

Strategic Planning and Investment at Corporate Office. He was the Director &

CEO of Telecom Equipment manufacturing company, Escorts Communications

Limited and currently as CEO of a set of Internet Services Companies - Airtel

Limited.

Whilst in the strategy role, Mr Swaroop was involved in setting up of

Airtel; in Escorts Communication, he was involved in a turn around; whilst in

Airtel, four new businesses were set up.

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 Prior to Escorts, Mr Swaroop spent six years in operating roles with

automotive and light engineering company like MICO (subsidiary of Robert-

Bosch) and Metal Box. Another six years was spent in the IT Industry with

Computer Point, where he was responsible for business development, marketing

and subsequently, as a profit center head.

During these years, he has also been associated with education exchange

programs with international business schools such as Kellogg's Business

School, North Western University and Georgetown University, New York.

He is interested in reading, gardening, listening to music etc. His wife,

Poonam has been in advertising and marketing field for 15 years with leading

advertising companies and currently involved in supporting some social service

organisations.

Profile of: Mr. Rajan Dutta, Chief of HR & TQM

Mr. Rajan Dutta is an Economics Honours Graduate and an MBA. He has

also done Post Graduate Diploma in HRD from Ahmedabad and in Training &

32
Development from ISTD, Delhi. A specialist Trainer, Job Evaluator & Total

Quality Management facilitator, Mr. Dutta has successfully introduced and

implemented some of the HR & TQM interventions in organizations and

professional bodies that he has been associated with.

He is currently the Chief of HR & TQM in Airtel Mobile Communications

Ltd. Mr. Dutta is the Chairman of National Centre for Quality Management

(NCQM) Delhi, Executive Committee Member of Delhi Management

Association. He was the past President of National HRD Network-Delhi and

currently the Board Member of HRD Network, National Chapter. He is also a

member and speaker to various HRD Committees like CII, FICCI,

ASSOCHAM, AIMA and several other professional and educational institutions

in India and abroad.

33
COMPANY BACKGROUND

Airtel comes to you from Bharti Cellular Limited - a part of the biggest

private integrated telecom conglomerate, Bharti Enterprises.

Bharti provides a range of telecom services, which include Cellular,

Basic, Internet and recently introduced National Long Distance. Bharti also

manufactures and exports telephone terminals and cordless phones. Apart from

being the largest manufacturer of telephone instruments in India, it is also the

first company to export its products to the USA. Bharti is the leading cellular

service provider, with a footprint in 15 states covering all four metros and more

than 7 million satisfied customers.

VISION:

To make mobile communications a way of life and be the customers' first

choice.

MISSION:

We will meet the mobile communication needs of our customers through:

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• Error- free service delivery

• Innovative products and services

• Cost efficiency

• Unified Messaging Solutions

CORE VALUE:

We will delight our customer with our simplicity, speed & innovation.

We will honours our commitment.

We will follow the highest standard of professional integrity & behaviour.

We will respect individual, build winning teams and lead by example.

We will create a fun filled and friendly workplace.

Airtel Mobile Communications Limited

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for

promoting investments in telecommunications services. Its subsidiaries operate

telecom services across India. Bharti Tele-Ventures is India's leading private

sector provider of telecommunications services based on a strong customer base

consisting of 7.42 million total customers, which constitute, 6.76 million mobile

and 657,000 fixed line customers, as of April 30, 2004.

35
Bharti Tele-Ventures vision for its mobile business is “To make mobile

communications a way of life and be the customers first choice”.

The mission is to meet the mobile communication needs of the customer

through 1) error free service 2) Innovative products and services and 3) cost

efficiency. The Company’s strategic objective is to consolidate its leadership

position amongst the mobile service providers in India.

The Indian mobile market, according to the COAI, has increased from

approximately 1.2 million subscribers as of March 31, 1999 to approximately

29.21 million subscribers as of June 30, 2004.

The number of mobile subscribers in India is expected to show rapid growth

over the next four years. By 2006 it is projected at 50 million by COAI and 44

million by Gartner.

Bharti Tele-Ventures believes that the demand for mobile services in India will

continue to grow rapidly as a result of the following factors:

 lower tariffs and handset prices over time;

 growth in pre-paid customer category;

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 greater economic growth and continued development of India's

economy;

 Higher quality mobile networks and services; and

 Greater variety and usage of value added services.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM

services in all the twenty-two telecom circles in India. It proposes to consolidate

all its subsidiaries providing mobile services under Bharti Cellular Limited.

As of June 30, 2004, approximately 92% of India's total mobile subscriber

market resided in the Company's sixteen mobile circles, which collectively

covered only 56% of India's land mass.

MOBILE FOOTPRINT

The map below depicts the location of, and provides certain information for,

Bharti Tele-Ventures' existing mobile circles in India:

37
SOURCE:

(1) Population estimates are as per National Census, 2001 and are as of March

1, 2001. The population for Uttar Pradesh (West) circle is approximately 37%

of the total population for the state of Uttar Pradesh.

(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data

released by COAI. Mobile market size comprises the total number of mobile

subscribers of all the service providers in a circle.

(3) Demographics of Maharashtra and Tamil Nadu do not include

demographics of state capitals (metros) Mumbai and Chennai respectively.

38
MOBILE STRATEGY

Capture maximum telecommunications revenue potential with minimum

geographical coverage to maximise its revenues and margins.

Build high quality mobile networks by deploying state-of-the-art technology to

offer superior services.

Use the experience it has gained from operating its existing mobile networks to

develop and operate other mobile networks in India and to share the expertise

across all of its existing and new circles.

Attract and retain high revenue generating customers by providing competitive

tariffs, offering high quality customer support, proactive retention programs and

roaming packages across all of its mobile circles.

Provide affordable tariff plans to suit each segment of the market with a view to

expand the reach, thereby increasing the mobile customer base rapidly.

KEY HIGHLIGHTS OF JAN-08 ARE AS FOLLOWS:

39
Industry additions were up from the last month's 12.71 Lacks to 13.69 Lacs

this month. In percentage terms, this translates to a increase of 8 % in net adds

over last month.

The number of subscribers moved up from 21.99 Mn at the end of Dec-03 to

23.36 Mn at the end of Jan-04, a growth of 6.22 %.

All India monthly growth in subscriber numbers was 6.13 %. The growth

elsewhere was :

· Metros – 5.28 %

· A circles – 6.22 %

· B circles – 7.75 %

· C circles – 3.43 %

· All Circles Total – 6.67 %

· Airtel – 6.39 %

B Circle category has shown the highest growth in subscriber base on an

individual basis this month.

At Airtel, we have always sought to enhance value for you as a customer by

providing you the most relevant and easy to use services through innovation and

by harnessing the latest developments in technology. In line with this strategy,

we have constantly introduced innovative products and services to suit your

unique needs and wants.

40
Our services range from CLI to Music Messaging to Lost Call Alerts – all to

serve you better.

Some services which we are providing :-

SMS Voice Mail

Astrology Itemised Billing

Music Messaging Inquiry Services

Ring tones Picture Messages

Dial-a-Ring tone Yahoo Dating

Logos Yahoo! Mail

Blinking SMS Yahoo Messenger

Flash SMS Group Messaging

Jokes Mobile Banking

Love Logos News Updates

Caller Line Identification

41
“COMPANY’S PLANS”

PREPAID PLANS

Are you wary of committing yourself to a date for making your bill payments?

Is it too much of a bother for you to remember dates for bill payments? Do you

often end up paying late fees against your monthly utility services bills? Do you

end up spending too much if you have the option to pay the bill later?

Think over for if one of these represents you, we have a solution for you. Start

thinking prepaid is our advise!

So what exactly is this prepaid! It is simply a way of going cellular by

paying for the talk time in advance. For e.g. if you feel that you need Rs. 300

worth of talktime for a month, you can buy a recharge coupon which gives you

that much talktime on your cellphone. Once that money gets exhausted you can

buy another recharge coupon for the same or different denomination depending

on your future need.

Prepaid allows you to be in control of your cellular expenses even while you are

spending. You will be surprised that today In India, Prepaid connections

account for almost 60 to 70 percent of the total new entrants into cellular

telephony. That’s because almost every one of us wants to be in control of our

cellular expense.
42
ADVANTAGES OF PREPAID

Some of the many advantages that you enjoy with Airtel Pre-Paid...

Total Cost Control

Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as

much as you feel the need to! Now that's what we call complete freedom!

No Rentals

Buy an Airtel prepaid card without having to pay any rentals.

Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee

Now experience complete freedom like never before with Airtel! Our STD/ISD

facility allows you to make long distance calls in India and Overseas from your

cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse

Airtel provides you with a 60-second pulse rate! Freedom for you to experience

43
like never before!

Instant Recharge

Avail of instant recharge on your Airtel prepaid card with just a few simple

steps!

With our round-the-clock recharge facility, recharge you Airtel prepaid card

anytime, anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number of the

calling party even before you answer the call, thus giving you the choice to

either reject or take the call. It provides the added advantage of saving the

incoming number directly in the Handset Phone Book. So that the next time you

want to call the same person, you don't need to retype his number, simply use

your phone book.

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert – all with

44
your Airtel prepaid card!

Short Messaging Service (SMS)

With Airtel’s Short Messaging Service (SMS), send messages and jokes to your

friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services; you can get up to-the-minute

cricket scores, order flowers as well as send couriers or check your daily

horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off

or when you are outside the coverage area. You can listen to your messages

whenever you feel like, from anywhere in the world. Voice Mail can store up to

75 messages, with each message of two-minute duration.

POST PAID PLANS

45
 Airtel welcomes you to a vibrant world of unlimited opportunities. More

exciting, innovative yet simple new ways to communicate, just when you want

to, not just through words but ideas, emotions and feelings. To give you the

unlimited freedom to reach out to your special people in your special way.

CUSTOMER CARE

Do you need any clarifications on your bills? Do you have any feedback

or query on our Products & services? You can call us, send us an E-mail or

meet us in person. We shall be glad to help you out in every possible way.

COVERAGE
BHARTI CELLULAR FOOTPRINT

Bharti is to first achieve critical mass, then drill deep instead of spreading thin.

Thereafter, it is ready for controlled expansion.

In keeping with this, the company has been providing excellent service to its

subscribers in various states. It controls a portfolio of India's most attractive and

contiguous telecom geographies, including the states of Maharashtra (excluding

Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and

46
Delhi (inclusive of NCR). With a footprint dominating the map of India, Airtel

Cellular accesses over 45% of India's total telephony potential. With the

objective of critical mass achieved, Airtel Cellular turned to drilling deep.

Some Marketing And Business Tools Adopted By AIRTEL As To Promote

Its Activities:

Seminars: seminars are conducted at different places by the expert time

by time to make people aware.

Stalls at famous places: they conduct their stall after a particular period of

time on the famous and public place to attract them towards themselves.

DSA (Direct Sales Agency)

Print media

Hoarding

Banners

Advertisement

Follow ups

47
 DATA ANALYSIS
STOCK OF KARAMPURA

Airtel
Competitor's Airtel Competitor's Airtel Competitor's
Outlet name market
market% market% Market% Lapu % Lapu %
%
Dashant comm. 40% 60% 45% 55% 41% 59%
Ashish Airlink 67% 33% 45% 55% 45% 55%
New photo comm. 36% 64% 42% 58% 43% 57%
Ringing tone 45% 55% 43% 57% 40% 60%
Harjas comm. 38% 63% 43% 57% 38% 63%
Jasleen comm. 45% 55% 57% 43% 29% 71%
Arun electronics 38% 62% 38% 63% 38% 62%

48
80%

71% 71%71%
70% 67%
64% 63% 63% 62%63%62% 62%
60% 59% 60% 60%
58%57% 57% 57% 57% 58% 57%
60%
55% 55%55% 55% 55%

50% 45% 45%45% 45% 45%

41% 42%43% 43% 43% 43% 42% 43%
40% 40% 40%
38% 38% 38%38%38% 38%
40% 36%
33%
29% 29%29%
30%

20%

10%

0%
Dashant comm. Ashish airlink New photo comm. Ringing tone Harjas comm. J asleen comm. Arun electronics Aman comm. Rose comm.

A irtel market % competitor's market% Airtel market% competitor's market% Airtel Lapu % competitor's Lapu %

49
 STOCK OF JANAKPURI

Airtel Airtel
Competitor's Airtel Competitor's Competitor's
Outlet name market Lapu
market% market% market% Lapu %
% %
Gee communication 43% 57% 40% 60% 33% 67%
B.K.Marketing 64% 36% 50% 50% 40% 60%
Anand mart 61% 39% 9% 91% 41% 59%
Mobile villa 68% 32% 27% 73% 44% 56%
S.k.Agg.TV.cen 80% 20% 40% 60% 44% 56%
Matrix telecom 37% 63% 50% 50% 30% 70%
Gupta properties 58% 42% 38% 62% 45% 55%

STOCK OF JANAKPURI

100%
91%
90%
80%
80% 73% 74%
68% 70%
67%64% 67%
70% 63% 62% 62%
57%60% 60%61% 59% 60% 58% 58%
56% 56% 55% 56% 55%58% 57%
60%
50%
50% 50%
50% 53%
45% 47% 45%
50% 43%40% 44% 44% 42% 42% 44% 42% 43%
40% 39% 41% 40% 38% 38%
36% 37%
40% 33% 32% 33%
27% 30%
30%
26%
20%
20%
9%
10%

0%

Airtel market % competitor's market% Airtel market% competitor's market% Airtel Lapu % competitor's Lapu %

50
 STOCK OF DELHI CANTT.

Airtel Airtel Airtel Competito

Competitor' Competitor'
Outlet name market market Lapu r's Lapu
s market% s market%
% % % %
Shri Jain&sons 75.00% 25% 53% 47% 60% 40%
Bhatia telecom 75.00% 25% 45% 55% 45% 55%
Praveen jain
70.97% 29% 56% 44% 56% 44%
&sons

51
 STOCK OF DELHI CANTT.

80.00%
75.00% 75.00% 75.00% 76.47%
72.73%
70.97%
70.00%
66.67%
64.52%
62.50%
60.00% 60% 60%
56%
56% 57% 57%
55%55% 55% 55%56% 56%
53% 52% 52% 52% 52%
50.00% 48% 48% 50%
50%
47% 48% 48%
45%45% 44%
44% 45% 45%
44% 44%
43% 43%
40.00% 40% 40%
38%
35%
33%
30.00% 29% 27%
25% 25% 25% 24%
20.00%

10.00%

0.00%
shri J ain&sons P raveen jain J aiswal Ankit J ain
&sons communication communication telecom&watch

Airtel market % competitor's market% Airtel market% competitor's market%

Airtel Lapu % competitor's Lapu %

52
 FINDINGS

MATCH COMPETITORS SCHEMES.

COMMUNICATE THE SCHEMES TO RETAILERS DAILY.

BETTER NUMBERS IN PRE – PAID AS CUSTOMER REQUIRES CHOICE.

ENHANCE THE SERVICE IN AREAS WITH WEAK NETWORK.

COORDINATION BETWEEN DEPARTMENTS MUST BE IMPROVED.

THE ZBM & ZSM MUST VISIT THE ‘A’ CLASS RETAILERS

FREQUENTLY.

53
“CONCLUSION”

AIRTEL CONNECTIONS ARE SELLING BECAUSE OF BEST NETWORK

COVERAGE.

GOOD RELATIONSHIP OF FOS. & REATILER IS BEING HELPFUL IN

SELLING.

LARGE MARKET COVERAGE, EASY AVAILABILITY OF COUPONS.

CUSTOMER CARE NUMBER DOES NOT CONNECTS EASILY AND

EXECUTIVES THERE WERE ALSO NOT AWARE OF THE SCHEMES.

“Good service is the way to retain clients”

54
BIBLIOGRAPHY ..
Websites & Search Engine:

www.airtelworld.com

www.bhartiteleventures.com

www.researchandmarket.com

www.info-shop.com

www.smartmobs.com

www.yahoosearch.com

AIRTEL’s reports

Books & magazine on mobile communication

55
Marketing Management by Philip Kotler

Research Methodology by C.R. Kothari

56