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AIRTEL
SUBMITTED BY
SHREYA MISHRA
B.COM(H)
ENROLLMENT NO-A7004615106
Signature
Signature Dr. Reshma Bhartiya Signature
Ms. Shreya Mishra (Faculty Guide) (Director)
(Student) Amity Business School, AUUP
ACKNOWLEDGEMENT
I’d like to express my greatest gratitude to the people who have
helped & supported me throughout my project. I’m greatful to
Dr. Reshma Bhartiya (Faculty Guide, Amity Business School)
for his continuous support for the project, from initial advice &
encouragement to this day.
Telecom sector is one of the integrated parts of economy of any country and the
Government regulatory and policy initiatives have also been directed towards
establishing a world class infrastructure in India also. It provides an ideal environment
for the investment but it also has a very complex structure. The challenges imposed
on the Indian telecom market are increasing day by day because of the new
technologies and knowledge. The government has taken many proactive initiatives to
facilitate the rapid growth of the Indian telecom industry.
The booming domestic telecom market has been attracting huge amounts of
investment which is likely to accelerate with the entry of new players and launch of
new services. Despite the gloomy outlook owing to the global recession/slowdown in
the economy, the telecom sector of India continues to attract record number of new
subscribers. The Indian mobile phone operators have been adding about 8-10 million
subscribers every month throughout this year, and the figure has regularly topped the
10 million mark during the last three-four months. Considering the current pace of
fresh additions per month, India has the potential of taking the total tally of
subscribers to 700 million in the next five years from the current level of about 350
million, second only to China.
Contents
Chapter 1:
Introduction
Literature Review of Marketing Strategy
Company Profile
Chapter 2:
Chapter 3:
Research Methodology
Conclusion
Bibliography
Chapter 1:
Introduction
Telecommunication is the transmission of messages over significant distances for the
purpose of communication. In the modern age of electricity, telecommunications has
involved the use of electric means such as the telegraph and telephone, microwave
communications and fiber optics. Telecommunication services have been recognized
world-over as an important tool for socio-economic development of a nation. It is one
of the prime support services needed for rapid growth and modernization of various
sectors of the economy.
Stages of development
Postal communication was the only means of communication until the year 1850. In
1850 experimental electric telegraph started for first time in India between Calcutta
(Kolkata) and Diamond Harbor (southern suburbs of Kolkata, on the banks of the
Hooghly River). In 1851, it was opened for the use of the British East India Company.
Subsequently construction of telegraph started throughout India. A separate
department was opened to the public in 1854. Calcutta or the-then Kolkata was
chosen as it was the capital of British India. In early1881, Oriental Telephone
Company Limited of England opened telephone exchanges at Calcutta (Kolkata),
Bombay (Mumbai), Madras (Chennai) and Ahmedabad. On the 28th January 1882 the
first formal telephone service was established with a total of 93 subscribers.
From the year 1902 India drastically changed from cable telegraph to wireless
telegraph, radio telegraph, radio telephone, trunk dialing. Trunk dialing was used in
India for more than a decade, were the system allowed subscribers to dial calls with
operator assistance and later moved to digital microwave, optical fiber, satellite earth
station. During British period all major cities and towns in India were linked with
telephones.
In 1990s the telecommunication sector was opened up by the Government for private
investment. In 1995 TRAI (Telecom Regulatory Authority of India) was setup. This
reduced the interference of Government in deciding tariffs and policy making. The
Government of India corporatized the operations wing of DoT in 2000 and renamed
Department of Telecom as Bharat Sanchar Nigam Limited (BSNL).
In last thirteen years many private operator’s especially foreign investors successfully
entered the high potential Indian telecom market. Globally acclaimed operators like
Telenor, NTT Docomo, Vodafone, Sistema, SingTel, Maxis, and Etisalat invested in
India mobile operators.
Pager Services - Pager communication was successfully launched in India in the year
1995. Pagers were looked upon as devices that offered the much needed mobility in
communication, especially for businesses. Motorola was a major player with nearly
80 per cent of the market share. The other companies included Mobilink, Pagelink,
BPL, Usha Martin telecom and Easy call. Pagers were generally worn on the belt or
carried in the pocket.
The business peaked in 1998 with the subscriber base reaching nearly two million.
However, the number dropped to less than 500,000 in 2002. Pager companies in India
also offered their services in regional languages. But the companies in India were
soon struggling to maintain their business. While two-way pagers could have buffered
the fall, the pager companies were not in a position to upgrade their infrastructure to
improve the ailing market. The Indian Paging Services Association was unable to
support the industry. By 2002, Motorola stopped making or servicing pagers. When
mobile phones were commercially launched in India, the pager companies boasted of
advantages like small size, longer battery life, cheap etc. However, the mobile phones
got better with time and continuously upgraded themselves.
Mobile Communication
First mobile telephone service on non-commercial basis started in India on 48th
Independence Day at country’s capital Delhi. The first cellular call was made in India
on July 31st, 1995 over Modi Telstra’s MobileNet GSM network of Kolkata. Later
mobile telephone services were divided into multiple zones known as circles.
Competition caused prices to drop and calls across India became one of the cheapest
in the world. Most of the operators follow GSM mobile system operate under
900MHz bandwidth few recent players started operating under 1800MHz bandwidth.
CDMA operators operate under 800Mhz band, they are first to introduce EVDO
based high speed wireless data services via USB dongle. In spite of this huge growth
Indian telecommunication sector is hit by severe spectrum crunch, corruption by the
Indian Government officials and other financial troubles.
In 2008, India entered the 3G arena with the launch of 3G enabled Mobile and Data
services by Government owned MTNL and BSNL. Later from November 2010
private operator’s started to launch their services.
Broadband communication
Broadband connectivity is increasingly being seen as an integral driver of the
improved socio-economic performance of a country. After US and Japan, India stands
the third largest Internet users of which 40 per cent of Internet used via mobile
phones. The development of a robust broadband ecosystem is key aim of the country.
Wireless is the quickest and most efficient medium to provide broadband services in
the access network. To ensure broadband coverage, the Government has approved the
creation of a National Optical Fibre Network (NOFN) for providing broadband
connectivity in Villages. Several policies have been announced and implemented to
promote broadband in the country. As a result of these the number of broadband
subscribers increased from 0.18 million in 2005 to 22.86 million by 2012.
Indian Satellites
India has launched more than 50 satellites of various types, since its first attempt in
1975. The organization responsible for Indian satellites is the Indian Space Research
Organization (ISRO). Most Satellites have been launched from various vehicles,
including American, Russian, European satellite- launch rockets, and the U.S. Space
Shuttle. First Indian satellite Aryabhata on 19th April 1975, later Bhaskara, Rohini,
INSAT, Edusat, IRS, GSAT, Kalpana, Cartosat, IMS, Chandrayaan, ResourceSat,
RiSat, AnuSat, etc. India has recently launched its 100th space mission with the
indigenous PSLV-C21 rocket putting in orbit two foreign satellites .This launch has
come as a shot in the arm of India’s fast expanding space and telecommunication
industry.
Company marketing strategy is an important and crucial constituent for the global
market. Marketing strategies can vary from country to country, brand to brand and
organization to organization. In order to achieve a satisfactory and adequate marketing
strategy which has a positive outcome on global and overall firm success, the
marketing department within a company should bear in mind all the different
marketing mix strategies that can influence the comprehensive result and the
cumulative firm success. When launching a product into foreign markets companies
can use a conventional marketing mix or adapt the existing marketing mix, to satisfy
the country they are carrying out their business activities in. the link between
standardization/adaptation and company performance is complicated and possibly
influenced by other factors (Shilke, Reiman, Thomas, 2009, Solberg, Durrieu, 2008). It
should be emphasized that the influence of standardization/adaptation decisions of
international marketing strategy on company performance is named also as one of the
most topical research objects of international business (Griffith, Cavusgil, Xu, 2008).
Therefore inconsistent results of empirical research works and limited research
contexts confirm that the link between standardization/adaption decisions of
international marketing strategy and company performance are a topical object of
scientific research (Ryans, Griffith, White, 2003, Theodosiou, Leonidou, 2003).
Marketing strategy is a significant driving force that distinguishes the success of many
organizations not only by well-developed marketing strategies outlining where, when,
and how the firm will compete but also by their ability to execute the marketing
strategy decision options chosen (e.g. Day and Wensley 1988; Varadarajan 2010). The
appropriate and effectively implemented marketing strategies are required to
productively guide the deployment of the limited available resources via the firm’s
marketing capabilities in pursuit of desired goals and objectives (Black and Boal 1994;
Varadarajan and Clark 1994). The literature reveals two distinct but related features to
marketing strategy content: marketing strategy decisions and marketing strategy
decision implementation. Hence, decision makers responsible for the marketing
strategy must select which available resources the firm should deploy, where to deploy
them appropriately, and set and signal priorities in terms of achieving the various goals
and objectives of the firm (Slater 1995). These marketing strategies toward firm
performance may be either formal, top-down strategies (Varadarajan and Clark 1994)
or emergent or improvisational strategies (Moorman and Miner 1998). A firm’s
marketing strategy content therefore involves explicit or implicit decisions regarding
goal setting, target market selection, positional advantage to be pursued, and timing to
attain firm performance (e.g., Day 1994; Varadarajan 2010).
Literature reveals that most studies concentrate on factors that influence the selection
of a certain strategy, and they seek to recognize forces that stimulate standardization or
adaptation. Nevertheless, the validity of the choice of standardization or adaptation
strategy is determined by its potential to improve company performance (Samie &
Roth, 1992). Jain (1989) states that suitability of an international marketing strategy is
confirmed by the strategy’s influence on the company performance – economic and
strategic benefit, received due to implementation of the chosen strategy.
Adaptation
Adaptation transpires when firms adjust their market strategies when entering foreign
markets, even in an era of globalization where many brands and products are nearly
universally prevalent. Those adaptation decisions cleave into an adaptation strategy
that can influence the firm’s competitiveness and, in turn, its performance in foreign
markets in terms of sales, financial and customer performance. Adaptation strategies
encompass changing the pricing method, promotional mix and packaging of a product,
or even the product itself, in order to fit the needs and preferences of a particular
export market. Adaptation happens when any element of the marketing strategy is
modified to achieve a competitive advantage when entering a foreign market and thus
attain firm performance. Adaptation strategies may not be so complex but a simple
tweaking of the logo and the colours of the packaging can achieve the marketing
objectives, or may involve developing new products better fitted to the local palate or
new financing models more fitting for the local economy or market.
Standardization
Product
The product itself is at the beginning of marketing strategy efforts toward firm
performance and is the heart of brand because it is the primary impact on what
consumers experience with a product or rather a brand, what they heard about the
product from others through word of mouth, and what the firm can win customers
about their product in their communications. Therefore, designing and delivering a
product or service that fully satisfies customer needs and wants is a prerequisite for
successful marketing strategy implementation, regardless of whether the product is a
tangible good, service, or organization. According to Keller, (2003) in order to create
brand loyalty, consumers’ experiences with the product must, at least, meet, if not
actually exceed, their expectations. Customer satisfaction is determined by exceeding
customers’ expectations.
The second P of the marketing mix elements is price. Of all the aspects of the
marketing mix, price is the one, which creates sales revenue to the firm – all the other
elements are costs. The price of an item is clearly an important determinant of the
value of sales made. In theory, price is really determined by the discovery of the value
perception of the item on sale by customers. Thus far, marketing managers must
develop the habit of continually examining and re-examining the prices of the products
and services they sell to ensure the firm’s prices are still appropriate to the realities of
the current market situation. Sometimes it is necessary to lower prices depending on
market demand fluctuations and intensity of competition. At other times, it may be
suitable to raise the prices all depending on market circumstances. Many companies
have found that the amount of effort and resources that go into producing the products
do not justify the profitability of certain products or services. Hence, by raising their
prices, they may lose a percentage of their market share, but the remaining percentage
of the market share can still generate profit on every sale.
Place
The fourth P in the marketing mix is the place which is also known as distribution. It is
concerned with the availability of products or services to customers. In order to
implement a successful marketing strategy, it is important to form the habit of
evaluating and reflecting upon the exact location where the customer meets the
salesperson in which products and services are converted into cash. Sometimes a
change in distribution channels can lead to a rapid increase in sales, although figures
vary widely from product to product, as it can be costly in getting the product to the
customer. Place encompasses of various methods of transporting and storing goods,
and then making them available for the customer. The success formula is getting the
right product to the right place at the right time through effective distribution systems.
The choice of distribution method will depend on a variety of circumstances.
Marketers can choose to sell their product in many different places. Some companies
prefer direct marketing, in which the salespersons are sending out to personally meet
and talk with the potential customers. While some companies sell by telemarketing.
Furthermore, place or distribution channels occurs in other various methods such as
selling through catalogues or mail order, sell at trade shows or in retail establishments,
sell in joint ventures with other similar products or services, some companies use
manufacturers’ representatives or distributors and others use a combination of one or
more of these methods. In each case, the marketer must make the right decision about
the very best location or place for the customer to receive essential buying information
on the product or service needed to make a buying decision. The critical questions are
asking what your effective distribution channel is. In what way should you change or
improve it? Where else could you offer your products or services? It is quite known
that a good product may not be accepted by a market if it is not properly made
available in convenient places. All products need effective distribution structures
(Onkvisit and Shaw, 1993). Every company must manage smoothly the distribution, or
the flow of products to the end consumer. Marketing channels can be viewed as sets of
independent organizations involved in the process of making a product or service
available for use or consumption to profitable markets. However distribution channels
is not only concerned to satisfy market demand by supplying goods and services at the
right place, quantity, quality, and price, but they also stimulate market demand through
the third P which is promotional activities of the units (e.g., retailers, manufacturers’
representatives, sales offices, and wholesalers) comprising them. Therefore the choice
of distribution should be viewed as an orchestrated network that creates value for user
or consumer through the generation of form, possession, time, and place utilities (Stern
and El-Ansary, 1988).
Distribution channels comprise a host of different institutions and agencies. Among the
most prominent structures of these are retailers, wholesalers, common and contract
carriers, public warehouses, and distribution centers. Companies can utilize to deliver a
product to consumers by using various types of middlemen. Companies face a number
of problems in designing and implementing a distribution strategy in the international
market because of different geographic areas, the varying expectations of distribution
partners, differences in competitive structure, and the dimensions of the macro-
environment, such as legal regulations, culture-specific buying habits or the level of
economic development, relevant to the company’s business (Mühlbacher et. al., 1999).
As introduced above, there are two main type of distribution channels: Direct and
indirect channels. There are two ways to distribute goods; directly to the fina l customer
or indirectly through a more complex system that employs intermediaries. Direct
channels of marketing involve selling through personal contacts from company to
prospective customers by mail, phone, and personal visits. Indirect channels of
marketing involve selling through third party intermediaries such as agents or broker
representatives, wholesalers or distributors, and retailers or dealer. Wholesalers buy
products in bulk from the manufacturer to make them available for retailers and sell
products to other channel members in smaller quantities. Retailers are useful
intermediary in handling transactions with final consumers. While, direct channel
facilitates corporate control and motivation of system members. A member here can be
a company employee that monitor distribution activities and use the authority of the
company to influence the behavior of distribution personnel. The opposite of direct
channel is indirect channel which are not directly controlled by the company. The
company uses intermediaries to contact with the final customers.
Company Profile
Logo-
Airtel adopted the free form A to represent the relationship without boundaries that
the company has with its customers. It is also meant to convey the idea of freedom or
not being confined within the space of a closed circle or box. It is meant to be a
symbol that invites people into the Airtel family. The full name of the company is
Bharti Airtel. It is based in India, but has customers throughout India, Bangladesh, Sri
Lanka and Africa. The new logo was designed to celebrate the company passing the
200 million customer mark. The company is also making a push for a global presence
and wanted to create a logo that conveyed this to customers all over the world. As
well, it wanted to present itself as a youthful company because it believes that society
as a whole is experiencing a youth renaissance in which even older people are
embracing more youthful ideas and habits. Airtel aspires to marry those youthful
tendencies with its services with the hope of increasing profit margins.
Airtel is credited with pioneering the business strategy of outsourcing all of its
business operations except marketing, finance and sales and building the 'minutes
factory' model of high volumes and low cost. The strategy has since been adopted by
several operators in India.
The transmission towers are maintained by joint venture companies and subsidiaries
of Bharti including Indus Towers and Bharti Infratel in India.
Airtel's equipments are being provided and maintained by Nokia Solutions and
Networks and Ericsson whereas IT support is being provided by IBM.
In 1984, Mr. Sunil Mittal started assembling push-button phones in India for the first
time, which he earlier used to import from Kingtel, a Taiwan company replacing the
old fashioned, bulky rotary phones that were in use in India then. Bharti Telecom
Limited was incorporated and entered into a technical tie up with Siemens AG of
Germany for manufacture of electronic push button phones. By the early 1990s,
Bharti was making cordless phones, fax machines and other telecom gear. He called
his first push-button phones as 'Mitbrau'.
In 1992, he successfully bid for one of the four mobile phone network licences
auctioned in India. One of the conditions for the Delhi cellular license was that the
bidder has some experience as a telecom operator. So, Mittal secured a deal with the
telecom group 'Vivendi' of France. He was one of the first Indian entrepreneurs to
identify the mobile telecom business as a major growth area in India. His plans were
finally approved by the Government of India in 1994 and he launched services in
Delhi in 1995, when Bharti Cellular Limited was established to offer cellular services
under the brand name AirTel. In a few years, Bharti became the first telecom
company to cross the two million mobile subscriber mark in India. Bharti also
managed to bring down the STD/ISD cellular rates under brand name 'Indiaone' in
India.
Airtel launched "Hello Tunes" which was a Caller ring back tone service, in July 2004
becoming to the first operator in India to do so. The Airtel theme song which was
composed by A.R. Rahman, was the most popular tune on that year.
In May 2008, it appeared that Airtel was checking the possibility of purchasing the
MTN Group. It was a South Africa-based telecommunications company which had
coverage in 21 countries in Africa and the Middle East. The Financial Times reported
that “Bharti was considering offering US$45 billion for a 100% stake in MTN, which
would be the largest overseas acquisition ever by an Indian firm. However, both sides
emphasis the provisional nature of the talks, while The Economist magazine
published, "If anything, Bharti would be marrying up," as MTN has more subscribers,
broader geographic coverage and higher revenues. However, the talks fell apart as
MTN Group tried to reverse the negotiations by making Bharti almost a subsidiary of
the new company. In May 2009, Airtel again confirmed that it was in conversations
with MTN and the companies agreed to discuss the possible transaction exclusively
by 31 July 2009. Conversations eventually ended without agreement, some sources
stating that this was due to opposition from the South African government.
In 2009, Bharti negotiated for its strategic partner Alcatel- Lucent to manage the
network infrastructure for the fixed line business. Later, Bharti Airtel awarded the
three-year contract to Alcatel- Lucent for setting up an Internet Protocol access
network across the country. This would definitely help consumers’ access internet at
faster speed and high quality internet browsing on mobile handsets.
In 2009, Airtel launched its first international mobile network in Sri Lanka. In June
2010, Bhartil acquired the African business of Zain Telecom for $10.7 billion making
it the largest ever acquisition by an Indian telecom firm. In 2012, Bharti tied up
with Wal-Mart, the US retail giant, to start a number of retail stores across India. In
2014, Bharti planned to acquire Loop Mobile for 7 billion (US$100 million), but the
deal was called off later.
Bharti Airtel Limited ("Airtel"), the world's third largest mobile operator with
operations in 20 countries across Asia and Africa, today said that its Treasury division
has been adjudged as a highly commended winner of the Top Treasury Team (Asia)
Awards at the Adam Smith Asia Awards 2015.
Airtel has two distinct Customer Business Units (CBU) with focus on B2C (Business
to Customer) and B2B (Business to Business) segments. Airtel's B2C business unit
deals with servicing the retail consumers, homes and small offices providing mobile,
fixed line, DTH and m-commerce services while the B2B unit deals with large
corporate accounts.
Airtel is the one of the largest mobile operator in the world in terms of subscriber base
and has a commercial presence in 20 countries and the Channel Islands; Baysquare
Technology developed a Settlement and Reconciliation Tool (SRT) to reconcile from
various data streams. The system was developed to match the calls being captured by
the network elements and the calls getting rated, i.e. ensuring that operator is billing
all calls its serves and also it is paying out to other operators the correct billing
amounts.
Its area of operations includes:
Airtel is the world’s 3rd largest mobile telecommunication Indian MNC operating in
20 countries across Asia & Africa. Airtel has presence in 22 telecom circles across
India & is India’s largest integrated telecom service provider.
Airtel uses mix of segmentation strategies to segment its offerings like basic Call
/SMS plans, prepaid / Post-paid plans, VAS – Data, caller tunes etc. Apart from
geographically segmenting the market in East, West, North, South & central, the
market is also segmented in each region on the basis of demographic variables like
age, Income, Social groups.
Different geographic regions are handled independently and different campaigns are
run according to the preferences of people in each region. Airtel has targeted the
generation Z of 15-25 ages, generation X & baby Boomers by using different
campaigns over the period of time i.e. campaign like “Har Ek friend Jaruri hota hai”/
“Jo tera hai wo mera hai ” to target Gen Z and recently launched campaign of “one
touch internet” targeting Gen X & baby boomers.
Airtel has been successful in top-of-the- mind recall amongst cellular phone users and
is enjoying a leadership position in most markets. After changing its logo it has
repositioned itself as Young, Energetic & International brand. It has evolved itself as
a torch bearer of the telecom industry in India.
The company provides a wide array of products and services. In order to retain the
maximum number of customers, Airtel has tried to provide as many products and
services as possible in order to keep the customers. The following is a list of its
products:
Airtel’s penetration in India is quite impressive because the services and networks can
be found even in India’s remotest regions. Currently, gross subscriber base has pass
the 200 million mark while the total wireless subscriber base for CDMA, GSM and
WLL is about 162 million. Clearly, the customer base of Airtel is strong in India. It is
also worth mentioning that millions of the network’s lines are added per year.
Airtel enjoys a well distributed network of distributors including even businesses like
groceries and chemist outlets. One of the things that have made Bharti Airtel a force
to reckon in telecommunication industry in India and Africa is that it has the strategy
of making the first moves and emerging as a winner. It has managed to buy Kuwait’s
Zain and Tata steel in the past, making it a top 5 wireless carrier in the world by
subscription.
With the formation of Indus tower & partnering with Idea & Vodafone for Indian
Operations, Airtel has extended its infrastructure in the extreme parts of the country
for nationwide penetration, creating competitive edge over other players in terms of
low operational cost, better network connectivity, coverage, low call drops & better
customer service.
Airtel developed a sustainable advantage through its excellent network of telecom
towers. In many locations, newer entrants found it cheaper to rent Airtel’s
existing infrastructure rather than setup new towers. Also spending extensively on
advertising & promotions helped it to become a market leader. Word of mouth is one
of the strongest forms of promotions & Airtel has completely leveraged that. Airtel is
always known for its innovation and some of its products were the lifetime prepaid,
Airtel live, Hello tunes, My Plans, M-check are pioneer strategies & the list is never
ending.
Airtel have 4 SBU’s (Strategic business unit) which occupies different places in BCG
matrix namely
Mobile services are stars, as it is operating in 22-telecom circles of India and is the
largest mobile service provider in the country, based on the number of customers &
(22.7 %) market share.
Digital TV services are stars, Airtel have 18% market share in the DTH services
second to only Dish TV & have head on competition with TATA sky.
It has wide spread simple and effective channel structure. Company uses 2-Tier & 3-
tier distribution network system.
Under 2-tier distribution network, company appoints UD (urban distributors) & RS
(Rural Suppliers). UD distribute the items to retaile rs according to the demand &
transfer easy balance to retailer through FOS (Field officer Sales) SIM who work
under UD’s.
Under 3-tier distribution RS (rural supers) distributes the items to RD (Rural
Distributors) & transfer easy balance into RD’s SIM, who then distribute it to
Retailers.
Apart from all these company also uses Airtel Relationship centers under franchised
model & company officials for corporate sales.
Brand equity in the Marketing strategy of Airtel
High TOMA (Top of mind awareness), ARPU (average revenue per user), and
extensive distribution system & as high as 300+ million subscribers has helped Airtel
in crafting market leader position for itself over the years. Also Airtel has shifted from
a technological brand to a communication brand through its continuous evolving
branding & marketing efforts. It has rechristened its logo to make it more of
international, young & Energetic brand.
Being the torchbearer of the telecom industry in India it has reshaped the telecom
industry over the years. From tele-density of just 18.3 % in FY’07 to 75.2 FY’14
(DOT data), industry has seen a high growth momentum. Reliance which initially
targeted the B & C customer segments, lost its market share to new & existing players
like Idea, Vodafone, Tata-Docomo, and BSNL etc. due to Network & customer
service issue. In wireless data services players like MTS, TATA Indicom have high
market share in the selected circles whereas Airtel is still figuring out to establish
itself due to High data charges.
In the highly competitive telecom market where each company is trying hard to retain
their customers & increase ARPU (Average return per user), Airtel is facing stiff
competition from small & local players like Uninor, Aircel who are present in few
circles. Also players like Vodafone who are fighting head on to emerge as a market
leader possess a serious threat to the company.
Connectivity, data services & VAS (Value added services) will be the driving force of
the telecom industry.
Customer analysis in the Marketing strategy of Airtel
Customers group consist of all 3 segments A, B & C with their distinctive needs but
majorly it is targeting B segment which is Middle class with aspirational needs & is
the fastest growing segment. To cater the corporates clients & A-class they have
dedicated workforce. Airtel deals in both B2C & B2B customers.
Current Position in the Market
Chapter 3:
Research Methodology
A methodology does not set out to provide solutions - it is, therefore, not the same as
a method. Instead, a methodology offers the theoretical underpinning for
understanding which method, set of methods, or best practices can be applied to
specific case, for example, to calculate a specific result.
Primary Source
I have met the retailers of the Airtel of the company and have been able to get the first
hand information regarding the product, its features and the buying patterns of the
product. Their input has been valuable.
Secondary Source
Secondary source has played a vital role in this report. A good amount of data has
been collected from various published articles and reports found in magzines and
journals. Another vital sources has been the Internet and particularly the company’s
own website.
Conclusion
Liberalization of the telecommunications market has entered a new phase: competition
already exists (albeit in limited form) in some markets, such as the long-distance market
and the market for Internet access via the STN. Other segments, such as the local loop
(essentially the high-speed Internet access market), are being opened up. At this stage, it
is no longer simply a question of opening up particular markets, but rather,
consolidating the p l a y o f c o m p e t i t i o n i n t h o s e m a r k e t s t h a t h a v e b e e n
o p e n e d a s w e l l a s d e v e l o p i n g competitive new services. This explains the
importance of high-speed access technologies for the future of the sector. To face up to
these challenges, regulatory activity is changing. It is constantly adapting to market
trends and to economic situations, which are often difficult. Among its priorities it now
counts new economic and social concerns as the information society develops: national
coverage is a major issue and Airtel ’intends to play its part to protect the interests of all
consumers
.
To this backd rop, a new re gulato r y or ga niza tio n is e mer ging. It mus t
supp ly re gula tor y activity with new tools to encourage lasting competition in the
telecommunications sector. I t mus t a lso co ntr ib ute to the de ve lop me nt o f a
mo re co ns iste nt UP we st ma rket that is better ab le to face up to the
cha lle nge s o f the infor matio n soc iety within the co nte xt o f globalization.
Afte r thoro ugh a na lys is a nd inte rpre tatio n o f res ult ob ta ined I st ud ied
over a ll co ns umer tre nds in Airte l Te le co mmunica tio n Lt d. How peop le
react to its ser vices a nd sc he me s.
Ho w c o mp a n y a t tr a c t its c us to me r b y a d o p t in g e f f e c t iv e s t r a te g ie
s . I n t h e la s t t he co nc lus io n is drawn thro ugh this re searc h that be ing
the b iggest a nd o ldest network o f mobile telecommunication in Uttar Pradesh
West, having good quality of service, taking along a big part of people aware about
Airtel, it is subsisting hard. For Airtel connection most of customers are professional
and business segment.
Bibliography
Parts of this project have been referred from foreign sources and
have been included in this investigatory project after editing.
Websites:
www.scribd.com
www.airtel.com