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Topic Page no.

1. Executive Summary------------------------------------- 8

2. Chapter 1- Introduction -------------------------------------------------------------- 10

3. Chapter 2- Company Profile ---------------------------------------------------- 13

Overview Of The Telecom Industry In India

4. Chapter -3 Research Methodology & Design-------------------------------------- 21

5. Chapter -4 Data Analysis & Interpretation ---------------------------------------- 27

6. Chapter -5 Major Findings & Discussion------------------------------------------- 35

7. Chapter -6 Conclusion & Recommendations---------------------------------------


8. References ------------------------------------------------------------------------------ 45

9. Appendix -------------------------------------------------------------------------------- 46

10. Annexure -------------------------------------------------------------------------------


11. Abbreviations Used------------------------------------------------------------------- 49




1 Jodhpur District – Fact Sheet 9

2 Company Facts - AIRTEL 15

3 Recharge coupon & Top-Up options 22

4 Value added services 26

5 Jodhpur City Telecom Infrastructure 34




1 Group Company wise % market share - June'2009 (India) 28

2 Group Company wise % market share - June'2009 29



Airtel, the biggest telecom player in Indian market in terms of subscribers and revenue.
The only operator to provide mobile services in all 23 business regions, or circles, in
India, the company also provides telephone services and Internet access over DSL in 15
circles, complementing its national and international long distance telephone services
with mobile and broadband services. From the days of initiation Airtel maintained an
image of better networking, better consumer service in terms of CRM and a brand of high
image which in other words can be said as Airtel’s USP. Airtel entered into Rajasthan in
the year May, 2004 and within five years of time it captured a lions share in the market.
In some of the major cities in Rajasthan Airtel is way ahead of its competitors. After five
years of operation in Rajasthan market Airtel played a game as it reduces the margin
from distributor to retailer because it got the brand loyalty from the subscribers and
succeeded with its PULLING strategy in the market also with some highly innovative
value added schemes. There are seven other major competitors in the market for Airtel
fighting it for the top spot but Airtel is way ahead of them.

Jodhpur District - Fact Sheet

Particular Jodhpur Rajasthan %

Area (Sq. Km) 22,850 342,236 6.68%
Population 2,886,505 56,507,188 5.11%
Pop Density(Person/ 126 165
Sq. KM)
Literacy 57.4% 61%
Tehsils 7 240 2.92%
No. Of Villages 1,157 41,353 2.80%
Crops Wheat, Pulses, Red wheat, corn and
Chilli millets
Minerals Sand Stone, Lime Clay, Zinc, Soap
Stone, Quartz Stone, Copper

Jodhpur 2nd largest Urban City, traditionally Heart of Marwar and Sunrise City for “The
Desert Belt”.
Main source of economy – Tourism, Handicraft, Agriculture based, Mines.
Current Tehsils – Jodhpur, Luni, Bilara, Bhopalgarh, Osian, Shergarh, Phalodi.
Total BTS’s (Towers) – 390 (Urban-145 and Rural-245)

Jodhpur Urban City – Overview (May, 2009)

• Jodhpur Urban Population - 9 lakhs

• Total BTS’s (Towers) - 133

• Industry Base - 6.62 lakhs

• Airtel Base - 2.28 lakhs

• Other Major Players - BSNL(1,22,000)

Vodafone (93,000)
Reliance (85,000)

• Airtel Current Market Share (CMS) - 34.7%

• Other’s CMS - BSNL-18%


• Other Competitors - Idea, Tata,

Virgin, MTS

• Current Market Penetration - 74%

Airtel in Rajasthan (May, 2009)

• Customer Base - More Than 72 lakhs

• Network Available

Cities - 222
Kasbes and Villages - 35,167

(As per Airtel official



Airtel is an old & fastest growing company & leading in the communication market
providing ever best possible service to the customers. New & advance facilities & plans

are being introduced day by day & those are only to satisfy customers, taking care of
customers need.


1. To understand the sales and distribution system of Airtel Prepaid.

2. To understand the roles of different distribution channels.
3. To know the roles and duties of Airtel Relationship Centers (ARC).
4. To know the key challenges being faced by the Airtel in the coming years.
5. To seek new opportunities for Airtel prepaid products.
6. To create more numbers of Airtel subscribers.


By this study satisfaction as well as attitude towards the Airtel has been found out, which
can be used in strategy formulation in Jodhpur, Rajasthan and help in providing the best
services to all the customers.

1. Getting an opportunity to convince & interact with the Retailers, customers.

2. Handling Customer’s grievances and complaints.
3. Creating awareness & finding out potential Retailers for Airtel products.


At most attention was taken to eliminate any kind of biasness & misinterpretation in the
study to get optimum result. Even though the following limitations could have certain
degree of impact on the findings.

1. The study was confined to Jodhpur, Rajasthan only which may not represent the
real and whole picture of the entire Rajasthan market.

2. Many retailers were not interested in Airtel because of steep competition in the
locality among retailers.


Data collection:
My study includes secondary data.

Secondary Data
I have collected all the details from FOS’s and the proprietor of the Tushar Enterprises
and Ravi Corporations (distributors).
Sources of Data

1. Tushar Enterprises and Ravi Corporations (distributors) personal data.

2. Territory Manager personal report.
3. Airtel’s brochures and catalogues.

Informal Interviews were followed in case of new potential retail outlets.

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Business Description Provides GSM mobile services in all the 23
telecom circles in India, and was the first
private operator to have an all India
presence. Provides telemedia services
(fixed line and broadband services through
DSL) in 95 cities in India.
Established July 07, 1995,
Revenue Rs. 369,615 million (year ended March 31,
As per US GAAP Accounts
Shares in Issue 1,898,239,796 as at March 31, 2009
Listings The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India
Limited (NSE)
Customer Base 10,23,67,881
As per Cellular Operators
Association of India (COAI) report, June,
Operational Network Provides GSM mobile services in all the 23

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telecom circles in India, and was the first
private operator to have an all India

Provides telemedia services (fixed line) in

95 cities in India.
Registered Office Bharti Airtel Limited

(A Bharti Enterprise)

Aravali Crescent,
1, Nelson Mandela Road,
Vasant Kunj, Phase II,
New Delhi – 110 070, India

Tel.No.: +91 11 4266 6400

Fax No.: +91 11 4166 6137

Key Peoples Sunil Bharti Mittal Chairman and

Managing director (CMD)
Manoj Kohli Joint Managing Director &
Akhil Gupta Non Executive Director &
Lead Director (Telecom)
Website www.airtel.in

Bharti Airtel, formerly known as Bharti Tele Ventures Limited (BTVL) is India's
largest and world’s 3rd largest cellular service provider with more than 102 million
subscribers as of June, 2009. It also offers fixed line services and broadband services. It
offers its TELECOM services under the Airtel brand & is headed by Mr. Sunil Mittal.
The company also provides telephone services and internet access over DSL in 14 circles.

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The company complements its mobile, broadband and telephone services with national
and international long distance services. Airtel became the first private operator to offer
fixed line telephony on June 04, 1998. It became a public limited company in India on
February 18, 2002. It becomes the first telecom company to have an all India mobile
footprint (Presence in all 23 telecom circles in India) on March 30, 2005.

With its world class products and services, Bharti Airtel since its inception, has been at
the forefront of technology and has steered the course of the telecom sector in the
country. The businesses at Bharti Airtel are structured into 3 strategic business units
(SBU’s) – Mobile Services, Broadband and telephone services and enterprise
services. The mobile business provides mobile and fixed wireless services using GSM
technology across 23 telecom circles, Telemedia Services business offers broadband and
telephone services in more than 14 circles. They have recently entered into Media
business by launching their Direct to Home (DTH) services in October, 2008.All these
services are rendered under a unified brand “Airtel”. Bharti is the “total telecom
provider” for India’s large enterprises.


“To capitalize on the growth opportunities that the company believes are available in the
Indian telecommunication market and consolidate its position to be the leading integrated
telecommunication services provider in the key market in the India, with a focus on
providing mobile services”.

1. Focus on maximizing revenues and margins.

2. Capture maximum telecommunication revenue potential with minimum
geographical coverage.
3. Offer multiple telecommunication services to provide customers with a “one-stop
shop” solution.
4. Position itself to tap data transmission opportunities and offer advanced mobile
data services.

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5. Focus on satisfying and retaining customers by ensuring high level customer
6. Leverage strengths of its strategic and financial partners.


“To provide global telecom services and delight customers”

By 2010, Airtel wants to be the most admired brand in India.

1. Loved by more customers.

2. Targeted by top talent.
3. Benchmarked by more business.


1. Empowering People - to do their best

2. Being Flexible - to adapt to the changing environment and evolving customer
3. Making it Happen - by striving to change the status quo, innovate and energize
new ideas with a strong passion and entrepreneurial spirit,
4. Openness and transparency - with an innate desire to do good
5. Creating Positive Impact – with a desire to create a meaningful difference in


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Network Equipment
Mobile Services Nokia, Ericsson, Huawei.
Telemedia Services Siemens, Nortel, Wipro, Cisco.

Information Technology IBM.

Call Centre Operations IBM Daksh, Hinduja TMT,

Teleperformance Mphasis, Firstsource &

Equity Partner {Strategic} Singtel


They believe to meet the mobile communication needs of their customers through:-

1. Error-free service delivery

2. Innovate products and services
3. Cost efficiency
4. Unified messaging solution.

Bharti Airtel has received recognition for its innovative practices across the world, some
are as Follows:

1. 3rd Largest Wireless Operator In The World, Largest Private Integrated Telecom
Company In India, Largest Wireless Operator In India, Largest Private Fixed Line
Operator In India, Largest Telecom Company Listed On Indian Stock Exchanges.

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2. Sunil Bharti Mittal, - GSM Association Chairman’s Award 2008, Padma Bhushan
Awards In 2007.
3. Airtel Was Chosen As The 2nd Most Trusted Service Brand In India In The ‘Most
Trusted. Brands 2008 Survey’ Conducted By The Economic Times - Brand
4. Awarded With Top Honors At The GSM Mobile World Congress Conference
2008 In Barcelona for the Category “Best Billing/ Customer Care Solution.”
5. Adjudged As the ‘Best Carrier India’ At the Telecom Asia Award 2008, Gallup
Great Workplace Award For 2008,
6. Ranked 2nd In the Survey of India’s Most Respected Companies by Business
world 2007,
7. Adjudged As ‘Company of the Year’ At the CNBC India Business Leader
Awards 2007.
8. Economic Times ‘Company of the Year 2007’ Award for Corporate Excellence
Gallup Great Workplace Award for 2008 -Airtel is one of the only 20 companies
worldwide and the only company from India to receive the prestigious award.

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The Indian telecommunications industry is one of the fastest growing in the world and
India is projected to become the second largest telecom market globally by 2010. India
added 113.26 million new customers in 2008, the largest globally. The country’s cellular
base witnessed close to 50 per cent growth in 2008, with an average 9.5 million
customers added every month.

According to the Telecom Regulatory Authority of India (TRAI), at the end of April
2009, the total number of telephone connections reached 441.47 million. With this
growth, the overall tele-density reached 37.94 at the end of April 2009.

According to Business Monitor International, India is currently adding 8-10 million

mobile subscribers every month. It is estimated that by mid 2012, around half the
country's population will own a mobile phone. This would translate into 612 million
mobile subscribers, accounting for a tele-density of around 51 per cent by 2012. It is
projected that the industry will generate revenues worth US$ 43 billion in 2009-10.


According to a Frost & Sullivan industry analyst, by 2012, fixed line revenues are
expected to touch US$ 12.2 billion while mobile revenues will reach US$ 39.8 billion in
India. India has become the second country in the world to have more than 100 million

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CDMA-based (code division multiple access) mobile phone subscribers after the US,
which has 157 million CDMA users.
The Indian telecommunications industry is on a growth trajectory with the GSM
operators adding nearly 9 million new subscribers in April 2009, taking the total user
base to 297 million, a growth of 3.11 per cent over the additions made the previous
month. The figures, however, do not include the GSM subscriber additions made by
Reliance Telecom.

Value-Added Services Market

A report by market research firm IMRB stated that the mobile value-added services
(MVAS) industry was valued at US$ 1.15 billion in June 2008, and is expected to grow
rapidly at 70 per cent to touch US$ 1.96 billion by June 2009.
Currently, MVAS in India accounts for 10 per cent of the operator's revenue, which is
expected to reach 18 per cent by 2010. According to a study by Stanford University and
consulting firm BDA, the Indian MVAS is poised to touch US$ 2.74 billion by 2010.

Major Investments

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.
Buoyed by the rapid surge in the subscriber base, huge investments are being made into
this industry.
The Russian government is likely to pick up equity amounting to US$ 670 million-US$
700 million in Sistema Shyam TeleServices Ltd (SSTL), a joint venture between Russia-
based telecom major Sistema and Shyam Group in India, by the end of this financial year.
SSTL is also planning to invest US$ 5.5 billion over the next 5 years in India.
Norway-based telecom operator Telenor has bought a 60 per cent stake in Unitech
Wireless for US$ 1.23 billion.
Japanese telecom major NTT DoCoMo acquired a 27.31 per cent equity capital of Tata
TeleServices for about US$ 2.6 billion in November 2008.

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Bahrain's Batelco has signed a deal to buy 49 per cent in Chennai-based S-Tel, a GSM
service provider, for US$ 225 million.
BSNL, India's leading telecom company in revenue terms, will put in about US$ 1.16
billion in its WiMax project.
Vodafone Essar will invest US$ 6 billion over the next three years in a bid to increase its
mobile subscriber base from 40 million at present to over 100 million.
Telecom operator Aircel, which launched GSM mobile services in Bangalore in February
2009, plans to invest US$ 220.58 million over the next year to set up base stations across
the state.


India's telecom equipment manufacturing sector is set to become one of the largest
globally by 2010. Mobile phone production is estimated to grow at a CAGR of 28.3 per
cent from 2006 to 2011, totaling 107 million handsets by 2010. Revenues are estimated to
grow at a CAGR of 26.6 per cent from 2006 to 2011, touching US$ 13.6 billion.

Rural Telephony

Rural India had 76.65 million fixed and Wireless in Local Loop (WLL) connections and
551,064 Village Public Telephones (VPT) as on September 2008. Therefore, 92 per cent
of the villages in India have been covered by the VPTs. Universal Service Obligation
(USO) subsidy support scheme is also being used for sharing wireless infrastructure in
rural areas with around 18,000 towers by 2010.

Policy Initiatives

The government has taken many proactive initiatives to facilitate the rapid growth of the
Indian telecom industry. 100 per cent foreign direct investment (FDI) is permitted
through the automatic route in telecom equipment manufacturing. FDI ceiling in telecom

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services has been raised to 74 per cent. Introduction of a unified access licensing regime
for telecom services on a pan-India basis. The government is implementing a program of
connecting 66,822 uncovered villages under the Bharat Nirman programme. The
government will invest US$ 2 billion to set up 112,000 community service centers in
rural India to provide broadband connectivity in 2008-09.
The Department of Telecommunications (DoT) has stated that foreign telecom companies
can bid for 3G spectrum without partnering with Indian companies. Only after winning a
bid, would they need to apply for unified access service license (UASL) and partner with
an Indian company in accordance with the FDI regulations.

The Road Ahead

The target for the 11th Plan period (2007-12) is 600 million phone connections with an
investment of US$ 73 billion. Apart from the basic telephone service, there is an
enormous potential for various value-added services. In fact, the real potential for
telecom service growth is still lying untapped.
The Indian rural market is going to be the next big thing for wireless telecom providers.
With rural tele-density being 12.62 per hundred of population as on December 2008,
there seems to be huge untapped potential for mobile phone penetration in rural India.
According to the CII Ernst & Young report titled 'India 2012: Telecom growth continues',
revenue from India's telecom services industry is projected to reach US$ 54 billion in
2012, as against US$ 31 billion in 2008.

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There are basically two kinds of SIM available in the market by Airtel in Jodhpur. These

1. Muskaan, and
2. Nokia.

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Price Calling Call Rates SMS
(in Rs) Value (Local\STD) in (Local\Nation\Intern.)
(in Rs) Rs per 60 in Rs
Muskaan 27 10 1\1.5 1\1.5\5
Nokia 46 40 1\1.5 1\1.5\5

Other details:-


1. You can also opt for one local Airtel number to be called @30 paisa/minute for
daily a rental of 50p.To register this number, call 321 ( Rs.2/min.
Existing Customers can also migrate to Muskaan tariff by sending MUSKAAN to

2. New Muskaan pack has a Lifetime Validity

3. Processing fee of Rs. 2/- is applicable on all subsequent talktime recharges.

4. Minimum recharge of Rs 200 (cumulative) in 180 running days to enjoy lifetime

validity benefit. Customers not satisfying this condition will lose their lifetime
validity benefit.

5. Life time validity : ( As per the License Period of Bharti Hexacom Limited in
Rajasthan Circle i.e. till 21.04.2016 subject to change in Regulatory or License
conditions governing BHLs operations & extendable for further period by
Government of India)

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6. All new customers will get default tariff of 60 paise per minute for a period of 30
days from the date of the first recharge without any charges


1. Rs 46 is the New Lifetime Validity recharge denominations available for only

existing non-life time prepaid customers.

2. Processing fee of Rs. 2/- is applicable on all talktime recharges.

3. Minimum recharge of Rs 200 (cumulative) in 180 running days to enjoy lifetime

validity benefit. Customers not satisfying this condition will lose their lifetime
validity benefit.

4. Life time validity : ( As per the License Period of Bharti Hexacom Limited in
Rajasthan Circle i.e. till 21.04.2016 subject to change in Regulatory or License
conditions governing BHLs operations & extendable for further period by
Government of India).

5. Processing fee on Top-up recharges would be applicable on all subsequent


6. New customers will get default tariff of 60 paise per minute for a period of 30
days from the date of the first recharge without any charges.


Recharge coupon & Top-Up options:-

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MRP Calling Processing Service Validity Grace Approximate
(Rs) (days) Period Minutes
Value Fee (Rs) tax (days) Of Usage
(Rs) (Rs)
10 7.07 2 0.93 0 90 5
30 25.20 2 2.80 0 90 7
60 52.40 2 5.60 0 90 49
120 106.79 2 11.21 0 90 100
150 150 -14.01 14.01 0 90 130
220 220 -20.54 20.54 0 0 206
345 345 -32.22 32.22 0 90 293
525 550 -74.03 49.03 0 90 445
1000 1100 -193.38 93.38 0 90 885

Easy charge is an exclusive and paperless recharge facility that gives you complete
freedom to for any value anytime, anywhere. What's more, you can choose recharge
values that suit your need starting from Rs 10 till Rs 10,000. You can also recharge your
prepaid while roaming anywhere across the country.
Here’s how it works:-

1. On your request, the dealer will directly recharge your card using his mobile.

2. Just mention your Airtel number and the amount you wish to recharge.

3. Both you and your dealer will receive an SMS in a few seconds confirming the

4. Just pay your dealer and your transaction is complete.

5. Do make sure that the dealer enters your correct mobile number and the amount
you wish to recharge.

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6. You can dial *123# from your Airtel phone and your current balance will be
automatically displayed on your handset screen for a short duration.


Value (Rs) Calling Validity

Value (Rs) (days)
46 40 Lifetime
99 90 Lifetime
152 45 365
321 150 365
393 349.80 365
753 670.17 Lifetime
654 582.1 365


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1. 111 Top-up contains 245 Airtel to Airtel minutes. Free minutes validity 30 days,
Free minutes to be used between 10pm to 5pm (19 hours).

2. 100 RC contains 150 Airtel to Airtel minutes valid for 30 days. You will also get
Rs 25 talktime.

3. In 52 RC the customer gets all local calls at 50 paise/Minute for 30 Days

4. In 75 RC the customer gets all Airtel to Airtel local calls @ 40paise/Min, Airtel to
other Local Mobile Calls @ 60 paise/Min, Airtel to Landline @ 60paise /Min and
STD Calls @ Re 1/Min. Tariff Validity: 30 Days

5. In 16 RC the customer gets 80 local SMS. SMS validity 30 days.

6. In 26 RC the customer gets 100 National SMS. SMS validity 30 days.

7. In 36 RC the customer gets 360 local SMS. SMS validity 30 days.

8. In 90 RC the customer gets 900 local SMS. SMS validity 60 days.

9. In 450 RC the customer gets 4500 local SMS. SMS validity 60 days.

10. In 148 RC the customer gets All Local outgoing calls @ Rs. 0.50 per minute, All
STD calls @ Rs. 1.00 per minute,
Local outgoing SMS @ Rs. 0.10 per SMS [160 Characters], National outgoing
SMS @ Rs. 0.25 per SMS [160 Characters], US, Canada & UK-Landline @ Rs.
3.99/min, Entire Gulf (Except Qatar & Pakistan) @ Rs. 9.20/Min. Tariff Validity:
30 Days

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11. In 155 RC the customer gets Airtel to Airtel local calls @50p/Min, Airtel to other
local calls @ 60p/Min on any network. Tariff Validity: 90 Days

12. In 753 RC the customer also gets all local calls @ 50paise/Minute for 180 days
after the first recharge.

13. In 321 RC you will get local calls @ Re1/minute, STD @ Re1/minute. You will
be able to SMS any local numbers @ 99paise/SMS (upto 160 characters), national
SMS @ Rs1.5/SMS (upto 160 characters) & international SMS @ Rs5/SMS (upto
160 characters). You can also avail of 2 Local Airtel no’s on which call rates will
be 20paise/minute. Call 52521 to register the 2 nos. Call to 52521 will be charged
at Rs 2/Min. calling rate on the 2 Friends & Family numbers will be 20 paise per

14. In Rs 99 & Rs 46 are the New Lifetime Validity recharge denominations available
for only existing non-life time prepaid customers. Processing fee of Rs. 2/- is
applicable on all talktime recharges. Minimum recharge of Rs 200 (cumulative) in
180 running days to enjoy lifetime validity benefit.
Customers not satisfying this condition will lose their lifetime validity benefit.
Life time validity : ( As per the License Period of Bharti Hexacom Limited in
Rajasthan Circle i.e. till 21.04.2016 subject to change in Regulatory or License
conditions governing BHLs operations & extendable for further period by
Government of India). Processing fee on Top-up recharges would be applicable
on all subsequent recharges.

15. In 55RC offers 120 minutes Free to Local Airtel Mobile numbers. These free
minutes can be used anytime between 10 pm to 5 pm (For 19 hrs). The free
minutes are valid for 30 days.

16. In 9RC offers 30 local SMS. SMS are valid for 15 days.

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17. In 135RC offers 180 STD minutes. Minutes are valid for 30 days.

18. In 49RC you can make STD calls at 75 paise/minute for 30 days.

19. In 24RC you will get 100 local Airtel to Airtel calling minutes between 11PM to
8PM. The minutes will be valid for 30 days.

20. In 35RC you will get discounted call rates of Re1/minute on STD calling for a
period of 30 days.

21. In 19RC you will get the benefit of all local calls at 60paise/minute for 30 days

22. In 31RC you will get 31 free minutes to call any local mobile number for 15 days.


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Service Type of Description How to Prepaid
Name Services Access Charges
543217 - On Usage Airtel Ringtones Ka Maharaja Just dial Call Charges
Ringtones offers largest collection of short code Rs. 6/min
Ka Hindi, English & Regional 543217
Maharaja songs that can listen, download
Calling and send as message to a
Charges friend.
Airtel Live On Usage Make your mobile the most Content
Portal happening entertainment download
destination with Airtel Live. charges
Download latest Ringtones, apply.
true tones, games, wallpapers Browsing
and many more goodies. You charges is
can also get news clips, watch 30p/20kb
live TV and download full
songs on your phone.
Conversion Optional Convert your Post-Paid Just submit Free of Cost.
from Post- subscription to Prepaid with your valid Rs. 500/-
Paid to ease. documents (activation
Prepaid, at the charges from
vice-versa nearest prepaid to
Airtel postpaid)
Easy Music Optional Simply walk into your nearest Subscription:
Airtel retailer and pick your Rent charges
favorite Hello Tunes or choose for Hello
a Melodious Ring tone of your Tune Rs. 30/
favorite song. It is as simple as 30 days &
recharging your phone with Rs. 20/Song.
talktime. Ring tone

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Charges: Rs.
10/ Mono
Missed Optional Get updates of all the calls you To activate Subscription:
Call Alert missed while your phone was press Rs 15/month.
switched off or you were *115*1#.
unreachable through SMS. To
Prepaid Optional Prepaid bill is a detailed Give your Rs. 50/- per
Bill statement of your account, request bill
which helps you keep track of through
all your calls, SMS and other SMS. SMS
services. PREBILL
and send it
to 121. Only
one month
bill can be
sent at a
SIM Optional In event of a damage or loss of Get your Rs. 75/-
Replaceme your SIM, we provide you lost /
nt with a replacement to ensure damaged
your immediate accessibility SIM
needs are met. replaced at
the nearest
Centre by

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filling up a
simple form
Cricket Optional Get SMS score alerts and listen 543212601 Rs. 5 per day
Pack to live commentary. or
(Toll Free)

Apart from these above stated services, Airtel provides a number of other services to its
customers like Pre activated STD/ISD without deposits or rentals, Strong Network
Coverage, Instant Balance and Validity Enquiry, Prepaid Roaming, Call
management Services (Call waiting, call hold, call divert and Caller Line
Identification Presentation), Voice Mail, SMS (Short Messaging Service),
Subscription Alerts (regular alerts on news, jokes, business, health and films), MMS
(Multi-media Messaging Service), Airtel Live, Hello Tunes etc.


In case customers need assistance, they can simply dial '121' from their Airtel mobile
phones - their toll-free number, accessible from anywhere in the country, even while in
roaming. Customers can also send them an SMS to 121 or mail them at

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For Rajasthan:-

For complaints, Customer Care No. (Toll- 198

For enquiries, Postpaid CCN. 9829012345/121
For enquiries, Prepaid CCN. 9829012345/121
Address K-21, Malviya Nagar C-Scheme
Jaipur - 302001
Nodal Officer E-mail id nodalofficer.raj@airtel.in
Nodal Officer Contact No. 9928034865
Nodal Officer Fax No. 0141-4044204
Appellate Authority E-mail id appellate.raj@airtel.in
Appellate Authority Contact No. 9928944865
Appellate Authority Fax No. 0141-4044204


Bharti Airtel has set up relationship centers all across India for their customers. In
Rajasthan, Airtel Relationship Centers (ARC) is present in 17 cities to provide customer
services across the State. The relationship centers is a one-stop shop for all their users to
recharge their accounts, pay bills as well as purchase their products and services, and to
address their queries.

In Jodhpur, there are two Airtel Relationship Centers (ARC)

Swagat Communication
Ahuja Complex,
Ratanada, Near Police Lines
Jodhpur - 342001

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Talwar Communication
4 C Road, Sardarpura,
Opp. Police Station
Jodhpur - 342001


In India:-

Group Company wise % market share - June'2009

Name of Total Sub % Market

Sl. No.
Company Figures Share

1 Bharti Airtel 102367881 32.42%

2 Vodafone Essar 76449598 24.21%

3 BSNL 49073929 15.54%

4 IDEA 47088878 14.91%

5 Aircel 21798731 6.90%

6 Telecom 12401101 3.93%

8 MTNL 4297218 1.36%

Group Company wise % market share - June'2009 Total Sub
9 Loop Mobile Figures 2305640 0.73%

All India 315782976 1 Bharti Airtel

2 Vodafone Essar
(As per Cellular Operators Association of India 4(COAI)
report, June, 2009)
5 Aircel
6 Reliance Telecom
9 Loop Mobile
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In Rajasthan:-

Group Company wise % market share - May'2009

Sl. Name of Total Sub

% Market Share
No. Company Figures
1 Bharti Airtel 7,572,262 31.13
2 BSNL 3,170,014 13.03
3 Vodafone 5,401,156 22.20
4 Reliance 3,444,233 14.15
5 Idea 1,288,417 5.29
6 Tata 2,650,988 10.89
7 MTS 797,289 3.31
All Rajasthan 24,324,359 100

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Group Company wise % market share - May'2009 Total Sub

1 Bharti Airtel
3 Vodafone
4 Reliance
5 Idea
6 Tata

(As per Telephone Regulatory Authority of India (TRAI) report, June, 2009)

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Airtel has divided its distribution channel for rural as well as urban areas differently
which is been discussed as below.

Distribution Procedure & Margins:-

In Urban Areas

1. Airtel directly supply its products to its distributors in Urban Areas through
Territory Manager.

2. Territory Manager distributes their products as per the demand of the individual
distributors, which is scheduled as per the target for the territory.

3. In Rajasthan, the Margin for the Distributor in urban areas is 1.5%.

4. Distributor distributes the products to the FOS’s (Feet On Street). Their job is to
supply these products to the Retailers.

5. The Retailers margin is 3% (for all recharge coupons and top-ups).

In Rural Areas

Same procedure is being followed in the rural areas but the distribution system is slightly
different from Urban Areas and the Margin is also different.

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1. Company supply their products to the Territory Manager same as in case of urban

2. The products then at first being distributed to RS (Rural Superstock).They have a

margin of upto 1%.

3. Products are then supplied from the RS to the RD (Rural Distributors).They have
a margin of 1.5%.

4. As same in case of urban areas, few FOS works under each RD and they supply
the products to the individual retailers depending upon their demand.

5. The Retailers margin is 3% (for all recharge coupons and top-ups).

So, from this above analysis and distribution channel system, the outcomes are:-

1. The company is spending nearly 4.5% in Urban Areas.

2. In Rural Areas, the company is spending a margin of nearly 5.5%.


A Distributor is a person; firm etc. engaged in the general marketing of Airtel products
and services. Therefore they play a key role in Airtel’s Marketing strategy. Company
Guidelines for its Distributors:-

1. The distributor has to keep the LAPU (mobile to mobile transfer of money or top-
ups) balance for minimum 7 days; Here 35% of the value must be in RCV.

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2. For every 50 outlets there should be 1 FOS.

3. For every FOS there should be 1 ARE.

4. Minimum number of backhand required is 1, which can be increased depending

upon the size of business and distributor.

FOS (Feet On Street):-

The FOS is the person who used to visits each retail outlet on alternative days or if
needed daily whether their is any shortage of product or not. They were being assigned to
a given area under the distributor whole area. In that area they have the responsibility of
providing Airtel products to the retailers. However, the supply system of Airtel is so
strong that a Retailer will never go with shortage of product. It is a compulsory task for
each FOS to visit retailers, once in every 2 days. They act as an intermediary between the
territory manager and retailers. They used to sell the products to the retailers on behalf of
the distributor. They were on direct payroll of the distributor. However they’ll receive
incentives from the company depending upon their work performed. They are also
required to perform a task called as MARKET MAPPING in first week of every month.
In this they asked the activation of new numbers by the retailers of Airtel competitors.
This information is then being sent to the head office in Jaipur. This helps in setting
target for the retailers by the company. The other task is to distribute CLAIMS among the
retailers on behalf of the company. They also provide training to the retailers about how
to use the products and solve their queries and problems.

ARE (Activation Recharge Executive):-

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ARE is the person who used to verify and collects all the PEF (documents or formalities
regarding new connections) from the retailers. They are also a part of the distributor


Backhand is the individual who performs all the office work for the distributor like filling
up of forms, activating numbers, and record of all the activated numbers, verifying their
documents, depositing it to the Airtel Head Office etc. Backhand is the main member of
the team. Normally there is one backhand for every distributor.

Jodhpur City Telecom Infrastructure:-

Airtel Voda Ide Reli Tat BSNL Virgin MTS Total

a a
Distributor 16 4 5 5 4 4 1 1 40
FOS 37 20 16 15 12 8 4 8 120
ARE 33 10 10 10 8 8 4 5 88
Total 86 34 31 30 24 20 9 14 248

(As per Airtel Official data, May, 2009)

So from the above data it is cleared that the Airtel has really worked hard to make their
products available at every corner and streets of the Jodhpur City. They are having a
strong distribution channel in Jodhpur city. They are even way ahead of their closest
competitors as far as distributors and FOS is concerned.


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The retailer has to keep LAPU balance for 3 days (minimum amount Rs.1500). Here 33%
of the value must be in RCV.

SIM (Subscriber Identity Module)

1. The base product of the company is SIM, required for new subscriber. Now Airtel
provides the SIM with 64kb memory.
2. The cost of the SIM to company is Rs 40/- with life time option which the retailer
can sell at a maximum price of Rs 100/- .


A SIM is being provided to retailers from the company at free of cost for providing easy
recharge service to their customers. Only regular retailers have this facility. This SIM has
a memory of 128kb and specially designed for easy recharge purposes. A retailer has to
do minimum of 5 easy recharge customers per month, failuring this target the SIM will be
automatically deactivated. This SIM has also Rs 300 talk time free Airtel to Airtel (A2A).

1. PRIMARY (The products supplied to the distributors from the company is said to
be Primary)

2. SECONDARY (The products supplied to the Retailers from the Distributors

through FOS is said to be Secondary)

3. TERTIARY (Here the Retailer sold the products to the customers).


Airtel is also providing the PCO services in Jodhpur region to its retailers. They provide
this facility in two ways:-

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1. iBOX (Coin Box)
2. PCO (like BSNL land line facility)


Retail Outlet means those shops which sell Airtel products (SIM, vouchers, and recharge
coupons). Airtel maintains a category for its retail outlets. They have categorized them in
3 groups:-

First group which sell all three products i.e. new SIM, LAPU (top-ups) and Recharge
Coupons (RC).

Second group contains only LAPU and RC outlets.

Third group includes RC only.

Airtel Navaratna:

The “Airtel NAVARATNA” award is a special way to encourage and appreciate the
retailer’s performance. This award is given to those retailers who are doing sales of more
than Rs.75, 000/- LAPU and above with 50 or more PEF activation. It is mandatory to
achieve both parameters to be awarded.

Apart from all these appreciations retailers, distributors and FOS have competitions
among themselves to perform better and winner will be awarded.

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(Outlet Type as Per Turn over monthly)
(Outlet Type as per sales/activation)

Outlet Type Turn Over in Rs. Type Number of Activation

Cat A >1, 50,000 S1 125+
Cat B 60,000 to 1, 50,000 S2 75 to 125
Cat C 30,000 to 60,000 S3 50 to 75
Cat D 15,000 to 30,000 S4 25 to 50
Cat E <15,000 S5 10 to 25
S6 1 to 10



Airtel 1.5 3
Vodafone 1.5 3
BSNL 1.5 4
TATA 1.8 32
Reliance 1.5 3
Idea - 3

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Sales Department (Company):-

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Selection of
Sales Force

of Sales Training of
Sales force Manager Sales Force

Of sales

Selection of sales force -

They recruit separate peoples for the sales department and work of those employees is to
get or generate more and more revenue for organization.

Training of Sales Force –

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After Recruitment they trained their employees for effective working and in this training
period they guided employees. How, when, where, what .and to whom they can sell their
Motivation of sales force –

If because of some reason any employee may not be able to perform according to the
standards then, in that case rather taking any action against the employee they use
motivation as a tool of increasing the morale of that employee.

Controlling of sales Force –

They also control the sales force because they know the importance of control system in
organization. They are using these entire four step to decide their sales force and at each
step they are also performing checks that they are doing the right things or not and if they
think that changes are needed than they revised the whole process again. That’s why we
can see the difference between Airtel sales growth and other challengers and followers.

SIM activation procedure –

(During training I had informed and demonstrated this procedure to the new outlets)

SIM is provided by the company to the distributor and the distributor’s supplies these
SIM to the retailers as per their wishes. The SIM initially is not activated, after any
subscriber purchases the SIM and provide all the documents required then the retailer
uses a special procedure through its LAPU SIM to activate that SIM. But during recent
Scenario maximum retailers are supplying activated SIM to its customers or either
promises them to start in 15 minutes so that the new subscriber can easily use the new
SIM without any delay.

To activate the SIM following procedure is followed:-

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Step1: Customers visited a retail outlet.

Step 2: Customer chooses a number/SUK and provide its document to the retailers. The
retailer verifies the document.

Step 3: After verifying the documents, the retailer sends a SMS through its LAPU SIM.

UN*(space) <Mobile no.> to 59109

Step 4: This SMS reaches to 59109 (technical section) and then 3 new SMS comes in
return one to Retailer, next one to Distributor or Backhand and the last one to the ARE.

Step 5: Then the process says that the ARE must visit the retailer and verifies the
documents and provide all the details like name of the customer, documents provided,
address etc to the Distributor or Backhand. But because of increasing competition, the
Distributor or the Backhand activates the new connection on the goodwill of the retailer.
The distributor or Backhand sends a SMS from his distributor SIM.

<Mobile no.> to 59110

After the new subscriber bought the SIM, 1st that person has to insert the SIM in the
mobile phone and then has to call 123, (Airtel customer service number (toll free)).After
this new SIM will be activated and will be ready to use. This process takes only 5-10
minutes. And a message is being received by the customer regarding the activation of
their new number.

ARE then collects the formalities from all the retailers and submitted it to the Backhand.
Backhand then notes down all the information in his files. The PEF form should be dully

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filled along with the Retailers and Distributors stamps on the PEF before submitting it to
the Company’s office. 2-3 days grace period is being provided to the distributors to
submit all the new connections PEF of a particular day. In the mean time, the number is
activated and used by the consumer. Distributor also has to verify the authenticity of the
consumer by calling them and asking for the details provided in the PEF form from the

Necessary Documents for New Subscription:

1. The new subscriber must have to be an Indian citizen.

2. One photo-copy of identity proof like Pan Card, photo credit card etc.
3. S/He has to give one latest his/her photo.
4. Any valid document showing his nativity or residential proofs like Pass Port, DL,
Voter ID , home electricity or phone bill(land line, BSNL preferred) etc.

Actions on Fake documents:

1. If the documents are known to be fake or doubtful then the connection will be cut-
off immediately.
2. Heavy fines can be imposed as per company’s rules and regulations against the
retailer or the distributor for this negligence.

Easy Recharge –

How to provide recharge value to the customers on part of the retailers? Steps are as

Step 1: The retailer from his/her LAPU SIM selects the Airtel Recharge option in the

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Step 2: A number of options will appear like Recharge, My Account, and Options etc.
Select Recharge.

Step 3: Enter Customer’s mobile no. and press OK.

Step 4: Enter the amount and press OK.

Step 5: Enter retailer’s password and press OK.

Step 6: Repeat Step 3.

Step 7: A confirmation message is being received on the mobile screen of the retailer,
check the mobile no. and amount only after that press OK.

Step 8: A free SMS is being received by the Customer and Distributor regarding the

Value Added Services

To provide Hello Tunes subscription by the retailers for customers. Following are the

Step 1: Choose EASY VAS in the retailers LAPU SIM in Airtel Services.

Step 2: Select SELL option.

Step 3: Enter Customer’s mobile no.

Step 4: From the following options available on the mobile screen, Retailer choose the
Customer handset. (If the model is not present there in the list, select NOKIA)

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Step 5: Retailer enters VAS ID i.e. HTSUBS and press OK.

Step 6: Retailer enter their MPIN.

Step 7: A message will be displayed on the retailer mobile handset regarding the
confirmation of the transaction, after checking the message, press OK.
Step 8: A SMS is being sent and Hello Tunes is being activated on the Customer Mobile

For getting the codes of songs for Hello Tunes, SMS

<Movie name or Song name> To 59123 (Toll-Free)

Commission for Retailers:

VAS Keyword Hello Tune Validity Price (in Retailer Margin

Rs.) (in %)
HTSUB120 4 MONTH 100 10
HTSUB365 1 YEAR 200 10

For sales of every Hello Tune song, retailer’s margin is 15%.

When retailers sell a Hello Tune Subscription to the customer then retailer charged Rs. 30
from the customer but only Rs. 22.50 is being deducted from his/her LAPU balance
which means a Margin of 25% for the retailers i.e. Rs. 7.50. Similar is the case with
change in the song of Hello Tune.

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To know the pendency information, SMS

pef space <Mobile No.> To 121

For more information, Dealer helpline no: 801

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1. Bharti Airtel has more than 102 million customers. It is the largest cellular
provider company in India, and also supplies broadband and telephone services -
as well as many other telecommunications services to both domestic and
corporate customers.

2. Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel,
with whom they hold a strategic alliance. This means that the business has access
to knowledge and technology from other parts of the telecommunications world.

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3. The company has covered the entire Indian nation with its network. This has
underpinned its large and rising customer base.

4. Strong Financials. Investors and shareholders show complete faith in the company
which helps in monetary level.

5. The only Indian operator other than VSNL having its own international submarine
cables which helps them in providing the best broadband services to its


1. Until recently Airtel did not own its own towers, which was a particular strength
of some of its competitors such as Hutchison Essar. Towers are important if your
company wishes to provide wide coverage nationally.

2. Although Airtel have strong presence throughout the country but still they are far
away from the Indian rural part and generally this part is covered by BSNL so
indirectly Airtel is loosing revenue from the rural sector.


1. The company possesses a customized version of the Google search engine which
will enhance broadband services to customers. The tie-up with Google can only
enhance the Airtel brand, and also provides advertising opportunities for Google
in India.

2. Global telecommunications and new technology brands see Airtel as a key

strategic player in the Indian market. The new iPhone was launched in India via

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an Airtel distributorship. Another strategic partnership is held with Blackberry
Wireless Solutions.

3. The company is investing in its operation from 120,000 to 160,000 small villages
every year. Its shows that the company is moving towards villages and Tehsils
which are still un-tapped.

4. Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea
Cellular to create a new independent tower company called Indus Towers. This
new business will control More than 60% of India's network towers. IPTV is
another potential new service that could underpin the company's long-term


1. Airtel and Vodafone seem to be having an on/off relationship. Vodafone which

owned a 5.6% Stake in the Airtel business sold it back to Airtel, and instead
invested in its rival Hutchison Essar. Knowledge and technology previously
available to Airtel now moves into the hands of one of its competitors.

2. Bharti Airtel could also be the target for the takeover vision of other global
telecommunications players that wish to move into the Indian market.

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As per the requirement the overall strategy was divided in certain categories:-

1. Informal interviews were conducted for Airtel special scheme promotion and for
sales maximization.

2. New subscriber analysis and new outlet opening analysis were done.

3. The market analysis was done through informal interviews and also information
extracted from the retailers by visiting the outlet as mysterious customers.

I did a job of Retailers analysis with a team of 3 after consulting with territory manager
and with his proper guidance.

Our objectives are:-

1. Extracting information from them about like at what cost they are selling Airtel
SIM and Airtel’s competitors schemes.

2. What the retailer prefers to sale (which SIM they are trying to push out) by what
to the customer.

These are the thing that I have to extract from the retailers. We worked in team covered
up maximum retailers possible in the given time period (2 days) after making a list of top
retailer outlets.

Our approach:-

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1. Directly going to the shop and asking the retailer about Airtel SIM cost with life
time validity and about the tariff chart of Airtel as customers.

2. Meeting owner and showing them as we are students and doing a survey in
Jodhpur market. Through this way we extracted the information about the
retailers’ preference. Got the information on which brand the retailer is trying to
push out.

(All the procedures are informal in nature, no prior questions were made a informal
approach was taken to get the information)

Suggestions after the analysis report to the Territory Manager:-

1. Spread the information among public about the cost of the SIM.

2. Put canopy and sale SIM at prime locations after consulting with retailers and
distributors to boost up the sales.
Recommendations and Actions on our suggestions:-

1. Putting canopy in some prime locations of Jodhpur and selling the SIM at the cost
of Rs 10/- or Rs 15/- depending upon the retailer with lifetime validity and Rs. 5/-
as talktime.

2. Some retailers were taken into consideration and they allowed us to go with the
above proposal.

3. During the promotion we are saying this offer is from the Particular Retailer who
has agreed with the proposal. So that the retailer also get benefited.


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1. In the 3 prime locations canopy was setup for 5 consecutive days.

2. 134 SIMs were sold out during this period.

3. The retailer and distributor both are benefited from this canopy drives as their
targets were achieved as well as they earn decent profits. These SIM costs Rs. 8/-
to the retailers.

(Some SIMs were sold out during this period but the overall market remained same as
this project were done only for 7 days and cannot be continued for more period because
of high atmospheric temp.(over 42 degree centigrade) in Jodhpur City as well as lack of
man power).

Reasons for a retailer to be an Airtel outlet:-

1. Demand in the market for Airtel SIM and vouchers are maximum as customers
are asking for Airtel products.

2. Maximum of the retailers also accepted that in market, Airtel has maximum
number of subscribers.

3. Airtel is proving fewer margins to retailers compared to other network service

providers but most subscribers are attached with Airtel a biggest reason for a
retail outlet to sell Airtel products.

4. Many of the present outlets are happy with FOS (distribution system) as they are
providing the vouchers and other products in proper time.

5. Airtel Company is trying to open more and more outlets but FOS are not so
interested to open in a large number as their work load will be more and they have
to achieve more target.

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6. In some areas there is significant number of outlets that the individual retailers
business is being affected by this steep competition.

7. Some outlets demands electronic add boards but distributors are unable to provide
them in time.

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1. Airtel facing a steep competition in Jodhpur Market. It is difficult to maximize the
sales as maximum consumers belongs to lower income group and they prefer
more talk time in their usual tariff.

2. Airtel has a good reputation as a telecom brand in Jodhpur.

3. People prefer Airtel in Jodhpur because of its network coverage all over the state
including rural areas.

4. Competitors selling strategy becoming a biggest problem for sales maximization.

5. Retailer benefit schemes as they achieve the target can push more subscribers and
maximize sales.

6. Retailer margin is not a problem for Airtel in Jodhpur.

7. Some retailers bringing in the recharge coupons from rural area to Jodhpur region
to get more margins comparatively to urban areas.

8. Some retailers are unhappy with Airtel’s advertisement offers because the
company is not providing them the Electronic Boards in time (for new outlets),
banners etc. Where others (new entrants) are doing it. So, the other entrants are
capable of pushing their sales.

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There are following suggestions for marketing strategies for Airtel-

1. Bharti Airtel needed to maximize its future flexibility and growth potential by
adopting a business-driven framework for integration, allowing it to implement
and deliver new services rapidly. With competition intensifying in the Indian
telecom services market, Bharti Airtel needed to find a way to focus on
developing new services that could set it apart from the competition and
strengthen its customer relationships.

2. Improved cross-selling and targeting and a more seamless, efficient total customer
experience through end-to-end integration of customer-facing processes.

3. Optimization of business processes and infrastructure, through flexible,

standardized integration framework, is needed.

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4. Outsourcing of technology will provide Bharti Airtel to focus resources on
growing the business.


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Internet Sites:-

1. http://www.airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Air

tel/Investor+Relations/Company+Profile/Factsheet/ (last visited on 12

August 2009)

2. http://www.coai.com/statistics.php(last visited on 14 july 2009)

3. http://www.ibef.org/industry/telecommunications.aspx(last visited on

28 june 2009)

4. http://www.trai.gov.in/WriteReadData/trai/upload/PressReleases/689/

pr19june09no56.pdf(last visited on 28 june 2009)

Airtel’s brochures and catalogues are also being used for schemes.

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1. DSL- Digital Subscriber line

2. CRM- Customer Relationship Management
3. USP-Unique Selling Proposition
4. BTS- Base transceiver station
5. CMS- Current market share
6. ARC- Airtel Relationship Centres
7. GSM- Global System for Mobile Communications
8. CDMA- code division multiple access
9. SIM- Subscriber Identity Module
10. RC- Recharge Coupons
11. CCN- Customer Care Number
12. SMS- Short Message Service.

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