INTRODUCTION

Branding
“The act of giving a company a particular design or symbol in order to advertise its products
and services” from Cambridge Advanced Learner’s Dictionary
A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific
product, service, or business. A legally protected brand name is called a proprietary name.
Brand is the image of the product in the market. Some people distinguish the psychological aspect of
a brand from the experiential aspect. The experiential aspect consists of the sum of all points
of contact with the brand and is known as the brand experience. The psychological aspect,
sometimes referred to as the brand image, is a symbolic construct created within the minds
of people and consists of all the information and expectations associated with a product or
service.
People engaged in branding seek to develop or align the expectations behind the brand experience,
creating the impression that a brand associated with a product or service has certain qualities
or characteristics that make it special or unique. A brand is therefore one of the most valuable
elements in an advertising theme, as it demonstrates what the brand owner is able to offer in
the marketplace. The art of creating and maintaining a brand is called brand management.
Orientation of the whole organization towards its brand is called brand orientation.
Careful brand management seeks to make the product or services relevant to the target audience.
Therefore cleverly crafted advertising campaigns, can be highly successful in convincing
consumers to pay remarkably high prices for products which are inherently extremely cheap
to make. This concept, known as creating value, essentially consists of manipulating the
projected image of the product so that the consumer sees the product as being worth the
amount that the advertiser wants him/her to see, rather than a more logical valuation that
comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the
cost of distribution. Modern value-creation branding-and-advertising campaigns are highly
successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere
50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents' worth of
wheat.

OBJECTIVES OF STUDY

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● To study about the symbol of AIRTEL.
● To study about the AIRTEL BRAND.
● To know about the brand image of AIRTEL tale services.
● To know how customers feel about AIRTEL TELESERVICES
● Are they happy with the service?
● To know about what customer needs and what the company is providing.

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 SCOPE OF PROJECT

The study is conducted within Rajahmundry town and its various parts. was divided in two regions
which are one town and two Town. The survey is conducted in Automobile shops situated in
all regions which are exclusive in sales of BHARTI AIRTEL LIMITED.

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 NEED FOR THE STUDY

The basic need of the project is to understand the service of AIRTEL LIMITED products and
identify what are the gaps in service. The idea behind the projects is to identify what is the
brand and service range of AIRTEL LIMITED products in Rajahmundry market.

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Company wants to know whether service process working properly or not? And are retailers satisfied
with the service practice? Company also wants to distinguish the availability of AIRTEL
LIMITED products and visibility in market through promotional materials.

The need of project arises from company to improve its service practice in order to have better market
placement in Rajahmundry market. So, for that they needed in-depth analysis of the problems
which would also generate some fresh ideas for the improvement.

METHODALOGY
Definition:

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 Research methodology is the specification of the method of acquiring the information needed
to the structure or to solve the problem at hand.
It is the pattern of the framework of the project that stipulates what information is to be collected,
from which source and by what method.

Primary Source Data:

A questionnaire was prepared helped in gaining an insight view of the factors effecting
the customer needs and related issues. The addresses of various customers were given and
with the help of the questionnaire prepared, I need to find out the first hand information
regarding the share of the Toyota in every segment in the market and the satisfaction level of
each customer. Further I need to find out the future plans of the customer regarding the
purchase of the Toyota products.
Each day I met 5 customers for 4 weeks the sample size of 100 respondents was decided upon.

Secondary Data:
Secondary data is the annual report of the company and the official.
.
SAMPLING

Sampling Procedure:
The sampling technique use here was Quota Sampling, which is one of the most
commonly used non-probability sample design.
Sampling Unit:
The target population from which the sample is chosen is owners of all brands of cars.

Sample Size:
The sample of 50 from the target population was chosen.

LIMITATIONS OF THE STUDY

As the time given for the completion of the project was limited.
● The survey was restricted to Rajahmundry only.

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 ● They may be few opinions which might have been missed out.
● The Time Period Of Project Is 45 Days.
● Though The Customers Wanted To Give Information They could not Give As It
Wastes Their Business Time.
● The Accuracy Of The Answers Depends Upon The Mode Of Interest Of Respondents.

INDUSTRY PROFILE
Introduction

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India is the world’s second-largest telecommunications market. The telecom infrastructure in India
is expected to increase at a compound annual growth rate (CAGR) of 20 per cent during the
period 2008–2015 to reach 571,000 towers in 2015.
The mobile phone industry in India is likely to contribute US$ 400 billion to the country’s gross
domestic product (GDP) and has the potential to generate about 4.1 million additional jobs by
2020, The mobile ecosystem generated approximately 5.3 per cent of the GDP for India, and
directly supported 730,000 jobs in 2012, according to the report titled ‘Mobile Economy India
2013’ released by GSMA in association with the Boston Consulting Group (BCG).
“India is a place for investment and innovation for Vodafone. India is one of the two biggest markets
for us along with Germany. The company is investing nearly US$ 3 billion over the next two
years in India in expanding its network infrastructure and distribution channel in the country,”
according to Mr Vittorio Colao, CEO, Vodafone Plc.
History
Telecom in the real sense means transfer of information between two distant points in space. The
popular meaning of telecom always involves electrical signals and nowadays people exclude
postal or any other raw telecommunication methods from its meaning. Therefore, the history
of Indian telecom can be started with the introduction of telegraph.
Introduction of the telephone
In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-
Indian Telephone Company Ltd. approached the Government of India to establish telephone
exchanges in India. The permission was refused on the grounds that the establishment of
telephones was a Government monopoly and that the Government itself would undertake the
work. By 1881, the Government changed its earlier decision and a licence was granted to the
Oriental Telephone Company Limited of England for opening telephone exchanges at
Kolkata, Mumbai, Chennai (Madras) and Ahmedabad. 28 January 1882, is a Red Letter Day
in the history of telephone in India. On this day Major E. Baring, Member of the Governor
General of India's Council declared open the Telephone Exchange in Kolkata, Chennai and
Mumbai. The exchange at Kolkata named "Central Exchange" was opened at third floor of
the building at 7, Council House Street

Key Statistics

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The telecommunications industry attracted foreign direct investments (FDI) worth US$ 12,889
million in the period April 2000–September 2013, according to data published by Department
of Industrial Policy and Promotion (DIPP).
The country’s GSM operators added 1.66 million rural subscribers in October, taking their overall
user base to 274.32 million, according to data released by the Cellular Operators’ Association
of India (COAI). The telecom companies are looking at rural India to add users and revenues.
Market Dynamics
India could emerge as a low-cost hub for testing security-sensitive IT products used in telephone and
other critical infrastructure networks, with the country being recently given the 'authorising
member nation' status in the Common Criteria Recognition Arrangement (CCRA).
Laboratories in India could offer testing services at much lower costs compared to other
CCRA labs in Western markets, highlighted Mr Rajan Mathews, Director General, COAI –
the industry body representing GSM operators.
India has over 50 per cent mobile-only internet users, possibly the world’s highest compared to 20–
25 per cent across developed countries, according to Avendus Capital. More so, gaining
impetus from the increasing penetration of smartphones and a whole host of mobile-only
content, the Indian mobile advertising market is estimated to reach Rs 2,800 crore (US$
457.52 million) by 2016 from the current Rs 180 crore (US$ 29.41 million).
Increasing demand for smart phones and availability of high speed networks, such as 3G and 4G
services, has resulted in the rapid growth of the Indian market, besides offering immense
opportunities to players involved in the business. The RNCOS’ research study, ‘Indian Mobile
Gaming Market Forecast to 2017’ estimated the market to reach Rs 18.5 billion (US$ 302.28
million) in 2017 and grow at a CAGR of nearly 24 per cent during the period 2013–2017.
Key Developments & Investments
Vodafone India, the local arm of UK's Vodafone Group Plc, plans to spend around Rs 7,000
crore (US$ 1.14 billion) in the country, in addition to its annual capex of Rs 5,000 crore (US$
817 million) over the next few years, to expand its data network and coverage, said Mr Marten
Pieters, CEO, Managing Director, Vodafone India.
ZTE Corp is targeting US$ 800 million revenue from India next year. The company expects
a significant portion of the revenue growth to come from its handset business. In addition,
ZTE has bagged a deal to manage Airtel’s 4G network in Kolkata and Punjab.
The Chennai-based mobile phone retailers, UniverCell will double its retail footprint to 1,000
outlets by the end of March 2015 from the present 500.

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 Viom Networks is looking to add between 1,500 and 2,000 mobile towers by this fiscal end.
The company is expected to invest approximately Rs 150 crore (US$ 24.51 million).
Micromax will start assembling phones at its Rudrapur plant by the first quarter of 2014. The
facility employs over 400 people.

Government Initiatives
An empowered group of ministers (EGoM) has cleared the mergers and acquisitions (M&A)
guidelines for the telecommunication sector, in order to encourage consolidation in the sector.
The Telecom Commission has ratified the Rs 5,000 crore (US$ 817 million) government proposal to
give away 2.5 crore mobile handsets at subsidised prices.
The telecom tower provider industry has been granted the 'infrastructure' status, a move that will
make tower providers eligible for viability gap funding, higher limit on external commercial
borrowings (ECBs), lower import duties and exemptions on excise duty on telecom
infrastructure equipment.
The Government of India's decision to allow 100 per cent foreign direct investment (FDI) in
telecommunication sector will enable foreign telecommunication companies to buy out their
Indian partners. At present, India permits up to 74 per cent FDI in the sector – 49 per cent
through the automatic route and the rest after Foreign Investment Promotion Board (FIPB)
approval.
The Government intends to make India a teleport hub, enabling it to become an up-linking/down-
linking centre. The initiative is expected to facilitate foreign investments, better technology
and sustainable employment opportunities in the country. The Government has recently given
its nod to 74 per cent of FDI in DTH, IPTV, and mobile TV.
According to the new guidelines issued by the DoT, foreign entities can participate in the 2G auctions
directly and obtain a licence. The initiative is expected to make the upcoming auctions more
attractive to certain foreign players such as Telenor, which wanted to bid directly without an
Indian partner in the auctions. There will be a lock-in period of three years.
Road Ahead
The DoT will encourage telecom service providers to share their infrastructure, according to Mr M F
Farooqui, Telcom Secretary, and Government of India. The telecom industry and the
Government need to work together to attract investments and exploit advances in technology.
With the success in voice-connectivity being carried forward to data and emerging

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 technologies including cloud computing, the government is targeting broadband connectivity
from 15 million currently to over 600 million in 2020.
On the back of the ongoing investments into infrastructure, the country is projected to witness high
penetration of internet, broadband, and mobile subscribers in the near future. Various policy
initiatives by the Indian government have led to a complete transformation of the industry in
the last decade. It has achieved a phenomenal growth during the last few years and is poised
to grow further.
The real-action starts now for the Indian telecom industry at the onset of new financial year. Amidst
the scams and licensing issues, India is still one of the fastest growing telecom markets. The
growth is driven by increased adoption of mobile phones and seamless rural connectivity.
There is still ample space for growth left in the market, before moving to maturity and
consolidation efforts.
Finally Consolidation is here
Telecom business in India is dependent on volumes, rather than margins. The prediction of 2010
around consolidation of operator market into 4 or 5 national operators is now likely to become
a reality. Due to repeated regulator interventions on voice tariffs, the voice ARPU in Indian
market is one of the lowest in the world. This helps a lot in improving penetration in the
market, particularly in rural areas. However, it raises serious challenges to operator’s
profitability.
New Revenue Stream through Next Gen Services
However, in a highly price sensitive market, there has been significant uptake of Value Added
Services, particularly that of entertainment and social networking applications. The Indian
market is very price sensitive and characterised by high volumes and low margins. Since the
launch of 3G, the Government of India has focused on increasing broadband connectivity
throughout India to provide e-learning, tele-medicine and government services. Operators are
also exploring new business model like mobile money, M2M, surveillance, cloud Storage,
OTT messaging, authentication services and mobile advertising. While voice revenues
stagnate, video, data and other new business models will keep on balancing the revenue
streams for operators.
Rural is going to be the focus
The rural tele-density in India is about 38% as on January 2013 according to TRAI. Industry observers
have predicted that the next wave of growth will come from rural areas and it looks most
likely to happen going by the current trends. Hence, mobile operators are expected to focus

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 more on programs targeted at improving penetration in rural markets. We may see resurgence
of Rural focussed campaigns and first time internet users on mobile may surprise the industry
with data and VAS consumption. Operators will adopt innovative strategies to reach out to
rural population through public/private, profit/non-profit and organized/unorganised
organization networks.
Need for regulatory support
Regulation will have to do a lot of support to re-invoke the vigour of Indian telecom sector. A policy
to ensure that National Development goals are met through dynamic market play and
advancing technology is the need of the hour. Transparent policy on license and spectrum,
and support for opening of new business models and segments will be of importance to this.
A government staged/supported FDI in telecom will revive the sectors uncertain outlook.
Technology will hold the key
The market is likely to move towards adoption of LTE and 4G over the coming year. Enhanced
bandwidth, flexibility, and agility provided by technology adoption will enable an advanced
telecom ecosystem.
Operators will need to do a lot of technology revamp across infrastructure, and deploy specialized
applications like analytics in order to win the new age market. Applications that support new
business models like mobile money and mobile advertising, as well as provide actionable
insights into areas like customer experience will enable success in leveraging the market
conditions. Transactions in e-commerce space are likely to reach the peak of hype cycle and
online security becomes a real threat. Significant upgrade of technical capabilities will be
required to enable integration of subscriber database with Aadhaar numbers.
Telecom and mobile communications are enabling other industry sectors such as banking, energy,
education, health etc. Telecom will thus become a pivotal industry in enabling industry
convergence.

COMPANY PROFILE

Bharti airtel limited is a leading global telecommunications company with operations in 19 countries
across Asia and Africa. The company offers mobile voice & data services, fixed line, high
speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national &
international long distance services to carriers. Bharti airtel has been ranked among the six

12
 best performing technology companies in the world by business week. Bharti airtel had 200
million customers across its operations.

Bharti Airtel
Bharti Airtel Limited is a leading global telecommunications company with operations in 20 countries
across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the
top 4 mobile service providers globally in terms of subscribers. In India, the company's
product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line
services, high speed DSL broadband, IPTV, DTH, enterprise services including national &
international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G
wireless services and mobile commerce. Bharti Airtel had over 269 million customers across
its operations at the end of March 2013.
Highlights
Bharti Airtel becomes the fourth largest mobile operator in the world
Airtel launches Mobile Services in Lakshadweep
On 12th December 2012, enjoy a day of great shopping deals on www.airtel.in
Education is now available anytime, anywhere with Airtel mEducation

Our Vision & promise

By 2015 airtel will be the most loved brand, enriching the lives of millions.
" Enriching lives means putting the customer at the heart of everything we do. We will meet their
needs based on our deep understanding of their ambitions, wherever they are. By having this
focus we will enrich our own lives and those of our other key stakeholders.
Highlights 2013
On 4 February 2013, Bharti Airtel launches its emergency alert service in eastern region in 2013 the
department of telecommunications (DoT) was investigating Bharti Airtel for violations of a
license agreement the company violated between 2003 and 2005

Highlights 2012
»Bharti Airtel appoints Suren Goonewardene as CEO – Sri Lanka
»Bharti Airtel to Observe Silent period from December 31, 2011
»Airtel Mobitude 2011 reveals data traffic trends on mobile devices in India

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»Friends on Airtel can now use Gifting Services and ‘Call Me Back’ SMS alerts
»Bharti Airtel recognized for the delivery of best network services with customer focus at Telecom
Centre of Excellence Awards 2011
»Airtel Mobitude 2011 captures preferences of over 170 million plus mobile users

Our Vision & promise

By 2010 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of our customers and how
we want them to feel. We deliver what we promise and go out of our way to delight the
customer with a little bit more
Highlights

» Bharti Airtel and Apple to Bring iPhone 3GS to India

» India’s first mobile application store – Airtel App Central - clocks over 2.5 million downloads in
just 30 days

» Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal India Mobile

» Airtel Broadband - official Broadband Sponsor of Cricket on YouTube

» Bharti Airtel makes its Media & Entertainment debut – launches Digital Media Business

» Bharti Airtel Completes Deployment of the Bangalore Traffic Police Enforcement Automation
System on BlackBerry Smartphones
Factsheet

business description

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Established
July 07, 1995, as a Public Limited Company

ISIN
INE397D01024

proportionate revenue
Rs. 219,385 million (ended Dec 31, 2013-Audited)
Rs. 193,624 million ( ended Dec 31, 2012-Audited)
As per IFRS Accounts
proportionate EBITDA
Rs. 70,934 million ( ended Dec 31, 2013 - Audited)
Rs. 57,749 million ( ended Dec 31, 2012- Audited)
As per IFRS Accounts
shares in issue
3997.4 Mn shares as at Dec 31, 2013
Listings
Bombay Stock Exchange Limited (BSE)
National Stock Exchange of India Limited (NSE)
stock exchange symbol
NSE – BHARTIARTL
BSE – 532454

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

15
Bharti Airtel - Organization Structure

Sunil has been recognized with the Padma Bhushan, one of India’s highest civilian awards. He has
also received the Lal Bahadur Shastri National Award for Excellence in Public
Administration, Academics and Management for 2009. He is a past President of the
Confederation of Indian Industry, the premier industry body in India.
On 24 January 2011, Airtel announced the launch of its 3G services in India.

2011
On 31 January 2011, Airtel launched wallet service - Airtel Money in the millennium city of
Gurgaon.
On 18 February 2011, Airtel Digital TV brings cricket world cup in High Definition.
On 14 March 2011, Bharti Airtel announced the launch of ‘Airtel Broadband TV’.

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 On 11 April 2011, Bharti Airtel and Apple bring the iPhone 4 to India.
On 18 April 2011, Bharti Airtel enters into a partnership with photo service Zoomin.com.
On 17 May 2011, Airtel launches the world’s first USSD-based Facebook access service in
India – Facebook by Fonetwish.
On 2 June 2011, Bharti Airtel offers on-demand online movie viewing services - launches
‘Airtel Movies’
2012
On 11 January 2012, Airtel launched Comedy FM on Airtel Mobile.
On 12 January 2012, Airtel launches all new “BBM Plan” for its postpaid mobile customers
on BlackBerry.
On 23 January 2012, Airtel prepaid mobile recharge made easier with netbanking at
www.airtel.in
On 30 January 2012, Airtel digital TV launches iKidsworld.
On 2 February 2012, Airtel launched Vh1 Radio GAGA powered by Hungama on Airtel
Mobile.
On 3 February 2012, India’s largest collection of Hello Tunes is now available online for
Airtel mobile customers.
2013
On 04 February 2013, Bharti Airtel launches its emergency alert service in eastern region

Tariffs Plans NEW

» airtel Turbo Plan » airtel

2 Turbo »Plan
New Advantage Plan
(airtel/AP/GSM/04) 1(airtel/AP/GSM/02) (airtel/AP/GSM/01)

» SUK 35(airtel/AP/GSM/14)
» MNP 25(airtel/AP/GSM/03)
»HFZ Pack(airtel/AP/GSM/15)

Airtel Turbo Plan 2 (airtel/AP/GSM/04)

Expand All Collapse All
ONE TIME CHARGES
Pulse Rate 1 sec pulse
Price of Pack (Rs.) 43

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 Free Airtime on Pack (Rs.) 0
Incoming Calls (Rs.) 0
CALL CHARGES

Airtel GSM/CDMA Landline

Local Rates
1.2 p/sec 1.2 p/sc 1.5p/sec

STD Rates
1.2 p/sec 1.2 p/sec 1.5 p/sec
SMS
Local 1
National 1.5
International 5
OTHER DETAILS

Special 1 sec Roaming tariff is as following. Validity is for 1 year.

Local Outgoing (Local airtel to airtel) Rs. 0.60 min
Local Outgoing (Local airtel to Other Mobile & Landline) 0.80 / min
STD Outgoing (STD airtel to airtel) Rs. 0.60 / min
STD Outgoing (STD airtel to other Mobile & Landline) 0.80 / min
Incoming Rs. 0.60 / min
ISD Rs. Standard Rates at 60 sec pulse
Ombudsman Office Head Arrow
Bharti Enterprises Limited (including its group and Joint Venture companies) firmly believes in the
principles of Corporate Governance and is committed to ensure sustainable, capital-efficient
and long-term growth thereby maximizing shareholder value. The company’s commitment
towards compliance to the highest governance standard is backed by an independent and fully
informed board.

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 THEORITICAL FRAME WORK
Branding is simple but it’s amazing how few business leaders understand its
importance. I have meet directors from large, international businesses who do not see any
reason for investing in fresh design, in pr, in web innovation or in core messages.
How a business, product or individual is branded plays a big role in whither they succeed or fail. A
brand is not just a logo, it is all your ethics and persona. This includes your style of design,
your execution of that design, your attitude, your logo, your marketing, your internal policies
and even your business process can all influence your brand image. If image is everything
then this image needs to be right.
Marketing mix includes the set of controllable, tactical marketing tools in the target
market.
Product means the goods and services combination the company offer to the target market.
Ex: Nuts & Bolts, Spark plugs, Pens & Pencils etc.
Place includes company activities that make the product available to target
consumersPromotion means activities that communicate the merits of the product and
persuade target customers to buy it. Ford spends money each year for advertising to tell
consumer about the company and its product.

Product Price
Product variety List price
Quality & Design Discounts
Features Allowances
Brand name Payment period
Packaging & Services Credit terms
Warranties & Returns

Target
Customers

Place Promotion
Channels 19 Advertising
Coverage & Locations Personal selling
Assortments Sales promotion
Inventory Public relations
Branding helps buyers in many ways. Brand names help consumers identify products that might
benefit them. Brands also tell the buyer something about product quality. Buyers who always
buy the same brand know that they will get the same features, benefits, And quality each time
they buy. Branding also gives the seller several advantages; the brand name becomes the basis
on which a whole story can be built about a product special qualities.
Building and managing bands is perhaps the marketer most important task. Will discuss branding
strategy in more details I the below.

Definition Of Brand:
A name, term, sign, symbol or design or a combination of this intended to identify the goods are
services of one seller or group of sellers and to differentiate them from those of competitors.

Branding Strategy:
Some analysts see brands as the major enduring asset of a company, outlasting the company’s specific
products and facilities.

John Stewart, co founder of Quaker oats, once said, “If this business were spilt up , I would give you
the land and bricks and mortar, and I would keep the brands and trade marks, and I would fare
better than you.

Building Strong Brands:

Building poses challenging decisions to the marketer. Figures shows that the major
brand stagy decisions involve brand positioning, brand name selection, brand sponsorship and
brand development.
Managing Brands:
Companies must carefully manage their brands. First, the brands positioning must be
continuously communicated to consumers. Major brand marketers often spend huge amounts
on advertising to create brand awareness and to build preference and loyalty.

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History
The word "brand" is derived from the Old Norse brandr, meaning "to burn." It refers to the practice
of producers burning their mark (or brand) onto their products.
Although connected with the history of trademarks and including earlier examples which could be
deemed "protobrands" (such as the marketing puns of the "Vesuvinum" wine jars found at
Pompeii), brands in the field of mass-marketing originated in the 19th century with the advent
of packaged goods. Industrialization moved the production of many household items, such as
soap, from local communities to centralized factories. When shipping their items, the factories
would literally brand their logo or insignia on the barrels used, extending the meaning of
"brand" to that of trademark.

Global Brand:A global brand is one which is perceived to reflect the same set of values around the
world. Global brands transcend their origins and creates strong, enduring relationships with
consumers across countries and cultures.
Global Brands are brands which sold to international markets. Examples of Global Brands include
Coca-Cola, McDonald's, Marlboro, Levi's etc.. These brands are used to sell the same product
across multiple markets, and could be considered successful to the extent that the associated
products are easily recognizable by the diverse set of consumers.
Benefits of Global Branding: In addition to taking advantage of the outstanding growth
opportunities, the following drives the increasing interest in taking brands global:
•economies of scale (production and distribution)
•lower marketing costs

Global Brand Variables

The following elements may differ from country to country: •corporate slogan
•products and services
•product names
•product features
•positioning
•marketing mixes (including pricing, distribution, media and advertising execution)

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These differences will depend upon:
•language differences
•different styles of communication
•other cultural differences
•differences in category and brand development
•different consumption patterns
•different competitive sets and marketplace conditions
•different legal and regulatory environments
•different national approaches to marketing (media, pricing, distribution, etc.)

Local Brand
A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted
geographical area. A local brand is a brand that can be found in only one country or region. It
may be called a regional brand if the area encompasses more than one metropolitan market.
It may also be a brand that is developed for a specific national market, however an interesting
thing about local brand is that the local branding is mostly done by consumers then by the
producers. Examples of Local Brands in Sweden are Stomatol, Mijerierna etc..
Brand name
The brand name is quite often used interchangeably within "brand", although it is more correctly used
to specifically denote written or spoken linguistic elements of any product. In this context a
"brand name" constitutes a type of trademark, if the brand name exclusively identifies the
brand owner as the commercial source of products or services. A brand owner may seek to
protect proprietary rights in relation to a brand name through trademark registration.
Advertising spokespersons have also become part of some brands, for example: Mr. Whipple
of Charmin toilet tissue and Tony the Tiger of Kellogg's. Local Branding is usually done by
the consumers rather than the producers.
Types of brand names
Brand names come in many styles few include:
Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus
Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces
or Dunkin' Donuts

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Evocative: Names that evoke a relevant vivid image like Amazon or Crest
Neologisms: Completely made-up words like Wii or Kodak
Foreign word: Adoption of a word from another language like Volvo or Samsung
Founders' names: Using the names of real people like Hewlett-Packard or Disney
Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film
Personification: Many brands take their names from myth like Nike or from the minds of ad
execs like Betty Crocker.The act of associating a product or service with a brand has become
part of pop culture. Most products have some kind of brand identity, from common table salt
to designer jeans.

Brand identity
A product identity, or brand image are typically the attributes one associates with a brand, how the
brand owner wants the consumer to perceive the brand - and by extension the branded
company, organization, product or service. The brand owner will seek to bridge the gap
between the brand image and the brand identity. Effective brand names build a connection
between the brand personalities as it is perceived by the target audience and the actual
product/service. The brand name should be conceptually on target with the product/service
(what the company stands for). Furthermore, the brand name should be on target with the
brand demographictypically, sustainable brand names are easy to remember, transcend trends
and have positive connotations.
Visual Brand Identity
The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar), one of the
first visual identities to integrate logotype, icon, alphabet, colour palette, and station
architecture to create a comprehensive consumer brand experience.
Company name
Often, especially in the industrial sector, it is just the company's name which is promoted (leading to
one of the most powerful statements of "branding"; the saying, before the company's
downgrading, "No one ever got fired for buying IBM").
In this case a very strong brand name (or company name) is made the vehicle for a range of products
(for example, Mercedes-Benz or Black & Decker) or even a range of subsidiary brands (such
as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States).
Individual branding

23
Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun (Beiersdorf)), which may
even compete against other brands from the same company (for example, Persil, Omo, Surf
and Lynx are all owned by Unilever).
Attitude branding and Iconic brands
Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with
the product or consumption of the product at all. Marketinglabelled as attitude branding
include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.. In the 2000 book
No Logo,[12]Naomi Klein describes attitude branding as a "fetish strategy".
There are four key elements to creating iconic brands (Holt 2004):
"Necessary conditions" - The performance of the product must at least be ok preferably with
a reputation of having good quality.
"Myth-making" - A meaningful story-telling fabricated by cultural "insiders". These must be
seen as legitimate and respected by consumers for stories to be accepted.
"Cultural contradictions" - Some kind of mismatch between prevailing ideology and emergent
undercurrents in society. In other words a difference with the way consumers are and how
they sometimes wish they were.
"The cultural brand management process" - Actively engaging in the myth-making process
making sure the brand maintains its position as an icon.
"No-brand" branding
Recently a number of companies have successfully pursued "No-Brand" strategies by creating
packaging that imitates generic brand simplicity. Examples include the Japanese company
Muji, which means "No label" in English (from 無印良品– "Mujirushi Ryohin" – literally, "No
brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct
Muji brand, Muji products are not branded. This no-brand strategy means that little is spent
on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth,
a simple shopping experience and the anti-brand movement. "No brand" branding may be
construed as a type of branding as the product is made conspicuous through the absence of a
brand name.

Derived brands
In this case the supplier of a key component, used by a number of suppliers of the end-product,
may wish to guarantee its own position by promoting that component as a brand in its own

24
 right. The most frequently quoted example is Intel, which secures its position in the PC market
with the slogan "Intel Inside".

Brand extension
The existing strong brand name can be used as a vehicle for new or modified products; for example,
many fashion and designer companies extended brands into fragrances, shoes and accessories,
home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc.

Multi-brands
Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose
deliberately to launch totally new brands in apparent competition with its own existing strong
brand (and often with identical product characteristics); simply to soak up some of the share
of the market which will in any case go to minor brands. The rationale is that having 3 out of
12 brands in such a market will give a greater overall share than having 1 out of 10 (even if
much of the share of these new brands is taken from the existing one). In its most extreme
manifestation, a supplier pioneering a new market which it believes will be particularly
attractive may choose immediately to launch a second brand in competition with its first, in
order to pre-empt others entering the market.
Individual brand names naturally allow greater flexibility by permitting a variety of different
products, of differing quality, to be sold without confusing the consumer's perception of what
business the company is in or diluting higher quality products.
Private labels
With the emergence of strong retailers, private label brands, also called own brands, or store brands,
also emerged as a major factor in the marketplace. Where the retailer has a particularly strong
identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able
to compete against even the strongest brand leaders, and may outperform those products that
are not otherwise strongly branded.
Individual and Organizational Brands
There are kinds of branding that treat individuals and organizations as the "products" to be branded.
Personal branding treats persons and their careers as brands. The term is thought to have been
first used in a 1997 article by Tom Peters. Faith branding treats religious figures and
organizations as brands. Religious media expert Phil Cooke has written that faith branding

25
 handles the question of how to express faith in a media-dominated culture. Nation branding
works with the perception and reputation of countries as brands.
Brand Connection
Most consumers have very strong opinions regarding their favorite brand. These opinions are more
emotional than rational. Some brands (e.g. Nike, Coca-Cola etc.) resonate with customers
more than others. They form an emotional attachment to these brands, often disregarding
better products and services for ones with higher visibility and brand recognition.
Some brands even become synonymous with the product and the consumer starts recognizing the
product by its brand name It is therefore of the utmost importance that every company –
especially the small business, has a sound brand strategy and a strong brand identity with a
unique identifiable logo.
Logo Design & Brand Identity
Brand Identity and Small Business Logo Design helps small businesses in many ways. A few of the
more important ones are listed below.
It helps give the company an established and professional feel. This increases the customers
trust in the products or services the company offers.
A powerful brand identity is important as in general, people find it easier to recall images than
text. There is an old saying “A picture is worth a thousand words”. The logo represents that
picture and can be remembered and identified with greater ease than a thousand words
describing the company.
Logo graphics can bring about awareness of the products or services that you offer in cases
where the company name is not self-explanatory.
As the company grows, the consumer base stays loyal to the brand.
The brand value generated can also be leveraged when selling stock in the company or the
company itself for a higher perceived value than the actual value.

26
One of the biggest mistakes that business owners and professionals often make is the underestimation
of their brand. You might say to yourself, “I’m a hairstylist,” or “I’m a car salesman,” and
wonder how you have a brand without having your own business.

27
 DATA ANALYSIS AND INTERPRETATION

The 100 respondents were asked to scale the performance of various brands
You
1. Do you use teleservices(cell or Land line)?
Table 1.1:
Options Number of Respondents
YES 50
No 0
Total 50

Graph 1.2

60

50

40

30 Number of Respondents

20

10

0
YES No Total

Interpretation:

28
 From above pie chart it can be stated that 100% people using tele services for their
constructions

2. Which tele services do you use?

Table 2.1

Type of system Number of Respondents

AIRTEL 25

VODAFONE 5

TATA INDICOM 6

RELIANCE 7

Others 7

Total 50

Graph 2.2

Number of Respondents
60
50
40
30
20
Number of Respondents
10
0

Interpretation:

From above it can be stated that 50% of people using AIRTEL

10% of people using VODAFONE teleservices ,
12% of people using TATA teleservices ,
29
 13% of people using RELIANCE teleservices ,
15% of people using other brands.

3) Which Kind of service are you using? Please mention?

Table 3.1

Type of service No. of respondents Percentage

Fixed line service 14 28%
Mobiles 30 60%
Walky 6 12%
Total 50 100%
Graph 3.2

Kind of service:

60

50

40

30 Number of Respondents

20

10

0
YES No Total

Interpretation
From the above table it can be seen that 60% of them are using mobile services, while 27% are using
fixed line services, and the remaining 3% are using walky services.

30
4..What are the valuable attributes you normally look while purchasing a teleservices?
Table 4.1
Attributes Number of preference of attribute Percentage
Quality 12 24%
Price 4 8%
Brand Name 20 40%
Tariff 6 12%
Service 5 10%
Performance 3 6%
Total 50 100%
Graph 4.2

60

50

40

30 Number of Respondents

20

10

0
YES No Total

Interpretation:
From above pie chart it can be stated that people give preference 40% to brand name,
25% to quality,
8% to price,
12% to comfort,
10% to service, and

31
 5% to performance.

5) Why do you prefer for this service?

Table 5.1
Particulars No. of respondents Percentage
Convenience 26 53%
Economical 15 30%
Security 02 04%
Features 07 13%
Total 50 100%
Graph 5.2
Preferring for this service:

60

50

40

30 Number of Respondents

20

10

0
YES No Total

INTERPRETATION
In today’s busy world convenience seems to be the most overriding factor while preferring a cellular
service. It is clear that 53% of the respondents have preferred this service due to easy & hands
free availability, making it convenient to use it. On the other hand 30% have said economy of
the service, while 13% of the respondents havegiven features as their choice. While a meager
4% of the said security as the reason for preferring the service.

32
6. How do you feel about the pricing of AIRTEL services as compared with other?
Table 6.1
No. Of respondents Percentage
Expensive 00 00%
Competitive 48 96%
Can’t say 02 04%
Total 50 100%
Graph 6.2
Pricing of AIRTEL services:

60

50

40

30
Series1

20

10

0
Expensive Competitive Can’t say Total

INTERPRETATION:
The feelings of customers of AIRTEL about the pricing of the services is, 96% of
them are satisfied and feel the prices are comparable with others and 4% of them are not
satisfied with the pricing of the company as they feel the prices are not competitive enough.

33
7. Are you aware of AIRTEL Teleservices?
Table 7.1
Options Number of Respondents percentage
YES 35 70
No 15 30
Total 100 100
Graph 7.2

80

70

60

50

40
Series1
30

20

10

0
YES No

INTERPRETATION:

From above pie chart it can be stated that 70% people are aware of AIRTEL teleservices,
30% are not aware system.

34
8. You heard about AIRTEL Teleservices through?..
Table 8.1
Source Number of Respondents Percentage
Friends 20 40
Advertisements 12 24
Tele call 3 6
Event 10 20
Consultant 5 10
Total 50 100
Graph 8.2

120

100

80

60

40 Series1
20

INTERPRETATION:
From the above we can state that 40% people heard about the Labcal through friends,
24% through advertisements,
6% through tele call,
20% through event and
10% through consultant.

35
9. Why you have chooses AIRTEL Teleservices?
Table 9.1
Attributes Respondent towards preference percentage
attribute

Features 15 30
Better service 10 20
Brand name 20 40
All the above 5 10
Total 50 100

Graph 9.2

120

100

80

60
Series1
40

20

0
Features Better Brand name All the Total
service above

INTERPRETATION:
From above pie chart it can be stated that people give preference 40% to brand name,
30% to features,
20% to better service,

36
10. Services provided by AIRTEL Teleservices?
Table 10.1
Service provided Number of Respondents percentage
Excellent 30 60
Very good 10 20
Good 5 10
Average 5 10
Poor 0 0
Total 50 100

Graph 10.2

120

100

80

60
Series1

40

20

0
Excellent Very good Good Average Poor Total

INTERPRETATION:

From above pie chart it can be stated that the service provided
by Labcal is 60% excellent,
20% very good,

37
 10% good and 10% average.

11. When did you getting your order?

Table 11.1
Duration Number of Respondents Percentage
One day 40 80
With in a week 10 20
1week 0 0
1-2 week 0 0
Total 50 100

Graph 11.2

120

100

80

60
Series1
40

20

0
One day With in a 1week 1-2 week Total
week

INTERPRETATION:
From above pie chart it can be stated that the percentage of people who are getting their orders
on that it self is 80%,
With in a week is 20%, &one week is 0%. And 0% of people getting with in 1-2 week.

38
12) Is CLIP facility providing by the services is sufficient & convenient to you?
Table 12.1
options No. of respondents Percentage
Yes 50 100%
No 00 0%
Total 50 100%

Graph 12.2
Opinion about CLIP facility:

120%

100%

80%

60%
Series1

40%

20%

0%
Yes No

INTERPRETATION:
From the above analysis it is clear that 100% of the respondents are feeling happy and feel the clip
facility is sufficient and convenient to them.

39
13) Do you want any additional features to be included to you service in future?
options No. of respondents Percentage
Yes 34 67%
No 16 33%
Total 50 100%
Table 13.1

Graph 13.2
additional features:

120%

100%

80%

60%
Series1

40%

20%

0%
Yes No Total

INTERPRETATION:
From the above table it is clear that 67% of the total respondents are desirous of having some new
features like call waiting, GPRS, MMS etc., to be included in this service in future, and the

40
 remaining 23% respondents do not want any changes as far as the additional features are
concerned.

14 )Stock out problems

Table 14.1
Dealers opinion Number of respondents Percentage
Frequently 0 0
Rarely 5 10
No 45 90
Total 50 100

Graph 14.2

120

100

80

60
Series1

40

20

0
Frequently Rarely No Total

INTERPRETATION: -

41
 90% of the customers are getting satisfied with the supply of Airtel tele services by
expressing that they do not come across stock out problem.

15) Customer’s satisfaction on supply of product Information (Advertisement)

Table 15.1
Dealers Opinion No. of. Respondents Percentage

Highly satisfied 12 24

Moderately satisfied 12 24

Satisfied 24 48

Dissatisfied 2 4

Highly dissatisfied 0 0

Total 50 100

Graph 15.2

120

100

80

60

40
Series1
20

INTERPRETATION: -

42
 48% of the customers are satisfying by the supply and 24% moderately satisfying,
24% highly satisfied and 2% dissatisfied.

16) Customers satisfaction on in time deliveries

Table 16.1
Dealers opinion No. Of. Respondents Percentage
Highly satisfied 2 4
Moderately satisfied 16 32
Satisfied 32 64
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100

Graph 16.2

120

100

80

60

40
Series1
20

INTERPRETATION:-
The majority of the dealers are satisfied with the mode of dispatch by the company

43
17) Customers’ Awareness’?
Table 17.1
Dealers opinion No. Of. Respondents Percentage
Advertisement 19 38
Campaign 4 8
Dealer 27 54
Others 0 0
Total 50 100
Graph 17.2

120

100

80

60

40 Series1

20

INTERPRETATION:-

44
 The above table shows that 54% respondents are saying that customers play majors in
customer’s awareness about the product. And 38% of respondents are stating that
advertisement is second highest promotional activity to create awareness in the minds of
customer.

18) Sales satisfaction?

Table 18.1
Dealers opinion No. of. Respondents Percentage
Highly satisfied 4 8
Moderately satisfied 11 22
Satisfied 30 60
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100
Graph 18.2

120

100

80

60

40
Series1
20

INTERPRETATION:-
60% are satisfying the sale of Airtel tele service Product following 22% if the dealers
moderately satisfied, 18% of were highly satisfied.

45
19) Demand estimation on various products
Table 19.1
Dealers opinion No. of. Respondents Percentage
Past sales 9 18
Seasonal 13 26
Orders 28 56
Others 0 0
Total 50 100
Graph 19.2

120

100

80

60
Series1

40

20

0
Past sales Seasonal Orders Others Total

INTERPRETATION:-
The high percent of dealers are estimating the demand for the product through orders
and 26%of are estimating on seasonal base.

46
 FINDINGS

● it can be stated that 100% of people in survey using teleservices for their constructions
● it can be stated that 50% of people using AIRTEL Teleservices,10% of people using
Vodafone teleservices , 12% of people using tata teleservices , 13% of people reliance
teleservices , 15% of people having other brands.
● it can be stated that people give preference 40% to brand name,25% to quality,8%
to price, , 12% to comfort,10% to service,5% to performance.
● it can be stated that 70% people are aware of AIRTEL, 30% are not aware system.
● we can state that 40% people heard about the AIRTEL through friends, 24% through
advertisements, 6% through tele call, 20% through event and 10% through consultant
● it can be stated that people give preference 40% to brand name, 30% to features, 20%
to better service, 10% to all the above attributes.

47
 SUGGESTIONS

● The company should maintain their market position and try to increase their
customers.
● Enough stock should keep in stockiest place& retailers place
● To enable the customers to get in touch with the service personal more easily, the
number of direct phones should be increase or provide the toll free number to give
solutions of constructions.
● Periodically, review meetings with the customers in different areas should be
convinced, to have a general consensus regarding problems being faced by them.
● To increase sales of the teleservices, the company should concentrate on
advertisements and try to provide special offers.
● If the company reduce the price of the teleservicess for who purchase huge quantities,
then sales will be increased dramatically.

48
 CONCLUSION
The analysis of the data obtained the market research has led to many interpretations
on the teleservices brands. In course of conducting marketing survey some value and useful
information was given by respondent.
Advertising in papers, hoardings and enquire consider to be ineffective avenue for securing
information about AIRTEL teleservices.

Users find AIRTEL as one which provides security for Users and reliable and feasible.
The overall conclusion of the study is the AIRTEL Teleservices offering better
services which make Users feel happy and comfortable.

49
 BIBLIOGRAPHY

PHILIP KOTLER 2000/e - MARKETING MANAGEMENT

PHILIP KOTLER &

GARY ARMSTRONG - PRINCIPLES OF MARKETING

G.C. BERI - MARKETING RESEARCH

www.google.com

www.airtel.com

www.indianbrands.com

50
 QUESTIONNAIRE

Name of Respondent :50__________________________________

Designation : _Students, Employer and Employee_ Age : _18-45_
Address : ______Rajahmundry_________________________

Phone No. :___________

Email id :________

1. Do you use teleservices? ( )

A.Yes B.No

2. Which brands do you use for your constructions?

AIRTEL RELIANCE
VODAFONE Other’s(specify)
TATA

What are the value attributes you normally look while purchasing a teleservices?
(Please rank)
Delivery Quality
Price Brand Image
Comfort Service
Performance Other’s (please specify)

4. Are you aware of AIRTEL Teleservices? ( )

A.Yes B.No

5. You heard about AIRTEL Teleservices through? ( )

51
A. Reference B. Add C.Tele call D. Event Consultant

6. Why you have chooses AIRTEL Teleservices? ( )

A. Features B. Better service C. Brand Image D. All the above

7. How many days it takes to deliver your order? ( )

A. within a day B. within a week C.1 week D. 1-2 week

9. Service provided by AIRTEL Teleservices? ( )

A. Excellent B. Very good C. Good D. Average E.Poor

10. Why are you chosen___________ shop?

Reason: _______________________________________________.

11. Do you know any person in that shop (YES/NO)

If know please tell me details: _______________________________
________________________________.
12. Mention your valuable suggestions
_____________________________________________________________

52