DECLARATION BY THE RESEARCHER

I hereby declare that this project titled Marketing mix

with special reference to Airtel cellular company submitted by
me is based on actual work carried out by me under the
guidance and supervision of Prof. Nitin R. Ji Any reference to
work done by any other person or institution or any material
obtained from other sources have been duly cited any
referenced. It is further to state that this work is not submitted
anywhere else for any examination.
 CERTIFICATE FROM THE GUIDE

This is certify that Mr. has completed the project on

Marketing Mix with special reference to Airtel cellular company
under my guidance and supervision and submitted the project as
laid down by University of Pune. The material that has been
obtained from other sources is duly acknowledges in the project.
It is further certified that the work of its part has not been
submitted to any under University for examination under my
supervision. I consider this work worthy for the award of the
degree of Bachelor of Business Administration

Dated : / / 2010 Signature of the guide

( Prof. Nitin R. J.)
 ACKNOWLEDGEMENT

Any accomplishment requires the effect of many people and this work
of mine is no different. I have been very lucky to have people at my side all
during the project, whose support encouragement and positive criticism
made all the difference in making this project a grand success. I wish to
thank a number of people for their contribution to the effort involved in
carrying out this project.

I would like to extend my college teacher for providing valuable

mentoring and feedback on my progress made during the project.

I would also like to pay special thanks to Prof. Nitin R. Ji for guiding
and helping me to complete the project. Without him constant support and
encouragement it would not have been possible for me to farewell. I would
also thank to our college library for its reference book’s which proved to be
of great help and I also want to thank my friends for their valuable help
done in this project.

I owe a debt of gratitude to all officers and staff of Airtel Customer

relationship center who helped in completing this project successfully and
who have given response to the study.
 INTRODUCTION

Airtel is one of the Asia’s leading providers of telecommunication services

with presence in all the 22 licensed jurisdictions (also known as Telecom
Circles) in India, and in Srilanka. Airtel served an aggregate of 113,439,670
customers as of September 30, 2009; of whom 110,511,416 subscribe to our
GSM services and 2,928,254 use our Telemedia Services either for voice
and/or broadband access delivered through DSL. Airtel is the largest
wireless service provider in the country, based on the number of customers
as of September 30, 2009. Airtel offer an integrated suite of telecom
solutions to our enterprise customers, in addition to providing long distance
connectivity both nationally and internationally. Airtel also offer DTH and
IPTV Services. All these services are rendered under a unified brand
“Airtel”.

The company also deploys, owns and manages passive infrastructure

pertaining to telecom operations under its subsidiary Bharti Infratel Limited.
Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus
Towers are the two top providers of passive infrastructure services in India.

Partners
Network Equipment Nokia Siemens, Ericsson, Huawei
Network
Equipment Telemedia & Long Nokia Siemens, Wipro, Cisco,
Distance Services Alcatel Lucent, ECI, Tellabs
Information Technology IBM
IBM Daksh, Hinduja TMT,
Call Centre Operations Teleperformance,
Mphasis, Firstsource & Aegis
Equity Partner {Strategic} Singtel
Airtel comes to you from Bharti Airtel Limited, one of Asia’s leading
integrated telecom services providers with operations in India, Sri Lanka and
Bangladesh. Bharti Airtel since its inception, has been at the forefront of
technology and has pioneered several innovations in the telecom sector.

The company is structured into four strategic business units - Mobile,

Telemedia, Enterprise and Digital TV. The mobile business offers services
in India, Sri Lanka and Bangladesh. The Telemedia business provides
broadband, IPTV and telephone services in 95 Indian cities. The Digital TV
business provides Direct-to-Home TV services across India. The Enterprise
business provides end-to-end telecom solutions to corporate customers and
national and international long distance services to telcos.

Mobile Services

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of
India and is the largest mobile service provider in the country, based on the
number of customers.

Now do more with your Airtel mobile. Express yourself and reach out to
people in your own special way. Experience endless possibilities and
explore new horizons only with Airtel. Life becomes much simpler with
Airtel.
 Organization Structure

As an outcome of a restructuring exercise conducted within the company; a

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

Bharti Airtel - Organization Structure

 SELECTION OF TOPIC

The reason to select this topic for research is to study the marketing mix
with special reference to Airtel cellular company. Today in this sector there
are many players like Idea , Airtel , Reliance , TATA, But in early days their
were only 2 to 3 companies in this communication sector .Airtel and
Reliance .
Because of this day to day competition the companies have to
perform the best they have to give their 100% output in respect to stand still
in the market this topic of mine has covered all aspects of marketing mix,
this topic of mine shows the work or shows the effort done by Airtel in the
marketing sector all aspects of study are given in this project . This project
about marketing mix considers the following elements of marketing mix
• Product mix
• Price mix
• Promotion mix
• Distribution mix

Airtel cellular company is one of the leading company in the market

which provides telecommunication services to customers with aggregate
10 corer satisfied customers . Airtel has been rated among 10 best
performing company in the world in the business week IT 100 list.
 OBJECTIVES OF STUDY

• To study marketing mix policy of Airtel cellular

< Nasik>.

• To study promotional policies of it.

• To study various services provided by it.

• To study the distribution sector of Airtel.

• To study the various Value added services provided by it.

• To study products prices according to their services.

SCOP OF STUDY
Index

 Chapter 1
Research Methodology
• Selection of topic
• Objectives of study
• Scope of study
• Limitations of study

 Chapter 2
Company profile
• Introduction

 Chapter 3
Data analysis & interpretat
 Marketing mix

Marketing mix is the term coined by nell borden and is used to describe the
combination of fair inputs which constitute the core of a company’s
marketing system.

The concepts of marketing mix according to borden consists of:

<i> A list of important elements or ingredients that make up the marketing
programmes;
<ii> A list of the forces that bear on the marketing operation of a firm and
to which the marketing manager must adjust in his search for a programme
that can be successful.

The policies adopted by manufactures to attain success in the market

constitute the marketing mix . the product itself (i.e the benefits to the
customer ) is offered by marketing mix. It should be emphasized that
marketing mix must be considerd on the basis of the other marketing
decisions. The marketing mix will naturally change according to changing
marketing conditions and also with changing environmental factors affecting
each market. It is of course, based on market research and information. It
must be fully related to customer’s demand and other environmental forces.
The best marketing mix is the blending of four inputs which form the case
of the marketing system of business.
 Marketing mix with Airtel

The marketing mix

Airtel looks to have a good marketing mix. This is a mix of the right product
to buy in the right place at the right price and with good promotion.

• The right product. This means giving customers the features and benefits
they want. Airtel gives buyers features such as mobile services games,
pictures, ring tones, information services, bills and even video.
• The right place. Airtel operates over 300 stores and also sells through
other outlets. It has expert staff in the stores to help buyers.
• The right price. Airtel offers a number of price plans to suit all of its
target groups. It also gives NECTAR reward points for every £1 spent.
• Good promotion. This is divided into two parts:
o Above the line – this is advertising in a number of different
ways such as TV and posters.
o Below the line – this includes less obvious advertising such as
in-store displays and the way stores are branded. News about
products and ideas is also sent to the press.

Airtel has an image that it wants its customers to connect with. This is an
image of being creative, exciting, up to date and full of new ideas. It also
wants to appeal to as wide a market as it can. David Beckham has this
image. He is seen as not just a football player, but also as a family man. He
is also seen as a fashion icon who appeals to women. This makes him a
perfect choice for the brand. The Beckham TV campaign shows him doing
everyday things as well as demonstrating what the Airtel live! service can
do.
Market research
Market research is not only used to find out what customers want. It is also
used to see if things like TV campaigns have been a success. It was found
that people recalled the adverts and so the brand had become better known.
Brand migration

The brand is so strong that Airtel uses it when it takes over other
businesses. In Japan, the J-Phone company was initially re-branded
as J-Phone Airtel before moving to the single Airtel brand last year.
This is called brand migration
 Product Mix

Product

According to Sir Philip Kotler, a product is anything that can be offered to a

market for attention, acquisition, use or consumption. A product might
satisfy a want or a need and includes physical objects, services, persons,
organizations, ideas and places. Customers are not purchasing goods or
services but are in fact buying specific benefits and values in the form of an
offer to meet their particular needs. As we see from the above definition
goods and services are two sub-categories that describe two different two
different types of product.

Product mix

Product is a bundle of utilities and features that give satisfaction to the

consumer. It has following components.
1. Product range

2. After-sales Service

3. Brand and package

Product planning comprises of policies and procedures relating to :

• Product lines to be offered and also services.

• Marketing to sell them where, when and in what quantity.

• New product policy, research and development programmes.

• Selection of trade marks.

 Product Mix with Aortal

Aortal provides product with many different features provides customers

with opportunities to chat, play games, send and receive pictures, change
ring tones, receive information about travel and sporting events, obtain
billing information - and soon view video clips and send video messages.
Airtel live! provides on-the-move information services

Services

Mobile services

1. Post – paid

2. Pre – paid

3. Roaming

4. value added services

Post- paid Services

Aortal offers us a range of tariff plans to choose from to allow us the

advantage of staying connected at fantastic rates, while on the move.

Airtel Postpaid allows you to choose from a variety of affordable talk plans,
convenient payment options and host of rich features. So get set to enjoy a
world of limitless possibilities!

If you are looking for some great tariffs, we are sure to have one to suit your
needs. To find out the Airtel postpaid tariffs in your city, please select your
location from the drop-down above.

Features
• Easy Billing
o

Enjoy a host of rich features only with Airtel e-bill. Register free on ‘My
Airtel’ section and view your monthly bill with call details for last three
months. Sort your calls between personal and official or analyze your
usage, at the click of a button. To change your tariff plan call our IVR at
121 and leave a request, you can also send in your requests through
email 121@airtelindia.com, log your request on My Airtel section of the
website or SMS the change to 121.
• Easy Payment Options. Anytime Anywhere
o

You can choose from a host of convenient payment options only with
Airtel. Walk into any Airtel relationship centre and make your payments
by cash or credit card. Drop a cheque at any of the drop boxes for making
payments or simply log on to My Airtel section and pay instantly through
your credit card. You can also opt for easy payment options like:Standing
InstructionsYou can give us standing instructions to debit your credit
card account for your monthly Airtel bills. All you have to do is fill the
Standing Instruction Form and mail, fax it to us or drop it any of our
relationship centres.Electronic Clearing SystemFill an ECS form and
mail, fax it to us or drop it any of our relationship centres to directly debit
your bank account for your monthly Airtel bill.Pay while roamingAirtel
has introduced 'Anywhere payment' that offers you the convenience of
making payments while you roam. Walk in to any Airtel Relationship
Centre in the country, make payments by cash or credit card and enjoy
uninterrupted Airtel Services.
• Credit limit
o

Your pre-set credit limit mentioned on your monthly bill helps you keep
your mobile charges in control, keeps track of your usage and ensures
that your mobile phone is not misused. Should you exceed your credit
limit, you will be informed via a voice or a non-voice message to make
an interim payment and reduce your account balance below your credit
limit. You may also choose to pay us an additional refundable deposit to
enhance your credit limit or opt for our convenient payment method of
Credit Card Standing instruction .You can also make use of ECS facility.
• Strong Network Coverage
o

Enjoy complete clarity when calling with Airtel .It offers you world class
technology and unbreakable network coverage that spans over 23 circles
across the country.
• Long Distance Calling Facility
o

Call long distance calls in India and Overseas with STD / ISD facility on
your Airtel phone.
• Widest Roaming - National and International
o

Airtel's roaming service allows you to stay connected and use your
mobile phone to make or receive calls from almost anywhere in India and
also over 160 countries, abroad.
• GPRS – Roaming
o

Use Airtel Postpaid's GPRS services, while roaming, to access the

internet and office mails (eg. BlackBerry services), from almost
anywhere in India and abroad.

• Say it. In more than just words, with Services from Airtel
o

Airtel brings you a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and
excitement.Call management Services Call waiting, call hold, call divert
and Caller Line Identification Presentation, help you do more with your
Airtel Postpaid connection! Conference callYou can hold a
teleconference with 5 people simultaneously with Call Conferencing
service from Airtel. In fact, you can set up a conference even when the
other five are using a landline phone. To know more, call customer
service at 121.Missed call alertA missed call alert is a SMS that you will
receive for all the calls that you missed. The SMS will detail the CLI and
the time when the call was made. To activate, dial *135*2# then press the
call button and wait for the request to be completed.Voice MailWhen
your handset is switched off, or you’re too busy to answer the phone,
Airtel Voicemail will answer your calls and record a message. The best
part is that there's no extra monthly cost for setting up Voicemail - you
just pay for the phone call when you use the service.SMS (Short
Messaging Service)Send messages quickly and easily, using text, if it's
too noisy to talk or you don't have much time. It's the way to Share those
interesting one-liners, important reminders and rib-tickling jokes, with
anyone, anytime, anywhere in the world.Subscription AlertsGet regular
alerts on news, jokes, business, health and films on your Airtel mobile
phone with Subscription Services. SMS <SUB NEWS> for News, <SUB
JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for
Sports Alerts & <SUB VAASTU> for Vaastu tips to 3333.MMS (Multi-
media Messaging Service): Jazz up your messages with pictures, images
and video clippings, with MMS from Airtel! To activate MMS on your
phone, SMS 'MMS' to 56465 and save service settings. Airtel Live!Make
your mobile the most happening entertainment destination with Airtel
Live! Airtel brings you the latest in entertainment and information
services, right on your phone!Airtel Live! WAP Services: Download the
latest ringtones, games, wallpapers, videos and much more. You can also
get news clips, watch live TV and download full songs on you phone! To
get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the
settings that you receive as your preferred connection. Airtel Live! Portal
can be accessed from you GPRS enabled phone, by sending a SMS 'FUN'
to 56465.Airtel Live! Voice Services: Just Dial 56465 and say the name
of the service. For e.g. say ‘Ring tones’ to download your favourite ring
tones. You can also choose a variety of content options like Live Cricket
Commentary, latest National / International News, Movie Reviews or
Stock Market Updates. Airtel Live! SIM Services: Access loads of fun
content and exciting services like cricket, stocks, on your phone at the
touch of a few buttons with Airtel Live! SIM based Services on your SIM
card menu. To download new services on your Airtel SIM, choose the
"What's new" option under the "Airtel services" menu. Airtel Live! SMS
Services: You can enjoy a host of services by sending a keyword as an
SMS to 56465 ! Choose Astrology / Horoscope, Cricket, Bollywood /
Hollywood / Indi Pop Ring tones. In case you need assistance SMS
‘Help’ to 56465. GPRS (General Packet Radio Services)Log on to the
internet, with GPRS that allows data transmission at a higher speed.
Access e-mails and internet across Airtel's pan-India presence using
'Mobile Office' with your phone or a phone and laptop both.Get the
EDGEBrowse the internet on your mobile phone with Airtel's EDGE
services. Enjoy live TV, enhanced WAP experience and Airtel Data
Cards on our high speed network.Hello Tunes Tired of that boring old
‘tring tring’ on your phone? Now when a friend calls, make them groove
to the hottest new tracks burning up the music charts with Hello Tunes
from Airtel! Choose from a library of over 80000 songs from more than
16 languages. Whats more, copy any Hello tune you like by simply
pressing ‘*’ on your phone when the Hello Tune is playing on your
friends phone.
• Reach us, Anytime Anywhere
o

In case you need assistance, dial '121' - our number, accessible from
anywhere in the country, even while roaming. You can also send us an
SMS to 121 or mail us at 121@airtelindia.com *In case of email,
mention your mobile no. like 9810012345 in the subject of the mail for a
quicker response.
• Best Value Plan
o

We also offer ?Best Value Plan' to our customers; get in touch with
our customer support to know yours.

Prepaid Services
Convenient, affordable, and easily available – Aortal prepaid offers you the
best rates and coverage on the islands along with a wide variety of value –
added services and 24- our customer care.

Enter the world of limitless possibilities with Airtel Prepaid. The service
that helps you give, words to every feeling, an expression to every emotion.
Features
Here are some of the many advantages that New Airtel Prepaid brings
you.Total Cost Control
Pre activated STD/ISD without deposits or rentals
Strong Network coverage
Instant Balance and Validity Enquiry
Recharge your Airtel Prepaid
Prepaid Roaming
More with Airtel Prepaid
Reach us Anytime Anywhere

Total Cost Control

You can control your Airtel Prepaid like never before. No more rentals or
deposits – simply recharge as much as you need to from as low as Rs. 10, to
as high as Rs. 10,000/-.

Pre activated STD/ISD without deposits or rentals

You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No
more paying deposits or having a minimum balance in your account to
make an STD/ISD call. Hassle-free calls are here to stay! Click here for
more information on STD/ISD rates in your circle new.

Strong Network Coverage

Enjoy complete clarity when calling with Airtel’s world-class technology
and unbreakable network coverage that spans over 23 circles across the
country.

Instant Balance and Validity Enquiry

Your account balance is updated on the screen of your handset at the end of
each chargeable call. You can also call 123 from your mobile phone and
listen to the voice announcement or simply dial *123#, press 'OK' or 'YES'
button and your account balance will be displayed on the screen of your
handset.

Recharge your Airtel Prepaid

Recharging is Easy. The calling value on your card keeps reducing as you
make calls or use any other chargeable service. Choose the Airtel Prepaid
Recharge Coupon that’s right for you, from a variety of tailor– made
recharge coupons with different denominations, which are available at a
number of outlets across your city. Simply follow the procedure mentioned
below, to recharge your phone.

Gently scratch the silver panel on the reverse of the recharge card
for a 16-digit number.
Call '123' and choose your preferred language.
Follow the voice announcement and enter the 16-digit recharge
number, when requested.
Your prepaid account will be automatically recharged by the calling
value amount and validity of your coupon.

Click here to find the Airtel Recharge Coupon Options that suits your
requirement.

More Recharge options:

Flexible recharge voucher

This unique recharge voucher gives you the option to choose between
validity or talktime, as per your need.

Easy Recharge
Recharge your Airtel Prepaid Card electronically with value that suits your
needs, starting from Rs. 10 till Rs. 10,000. You can also recharge your
Airtel Prepaid while roaming anywhere in the country. Click here for Airtel
Easy Charge options.
24-hour Recharge via ATM
Recharge your Airtel Prepaid round-the-clock at your nearest ATM. Just
walk up to your nearest ATM, insert the ATM card and enter your ATM
PIN number. Select 'Mobile Recharge / Bill Pay' from the main menu and
follow the prompts to recharge your prepaid. This recharge option is
available with all leading banks.

Internet Recharge
You may log on to the Internet banking website of your bank and select the
prepaid recharge option to recharge your Airtel prepaid. Many leading
banks provide Internet based recharging.

The following recharge denominations are available nationally for recharge through
Bank website or ATM.

Price mix
Of all the aspects of the marketing mix, price is the one, which creates sales
revenue - all the others 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 what customers perceive is the value of the item on sale.
Researching consumers' opinions about pricing is important as it indicates
how they value what they are looking for as well as what they want to pay.
An organization's pricing policy will vary according to time and
circumstances. Crudely speaking, the value of water in the Lake District will
be considerably different from the value of water in the desert.

Price mix

Price is the valuation placed upon the product by the marketer. It has to
cover pricing, discounts, allowances and terms of credit. This includes the
pricing policies and procedures relating to

• Price level to adopt specific prices,

• Price policy, e.g. one price or varying price,
• Price maintenance, use of less price, etc. and
• Margins to adopt for company and for trade.

Airtel wants to make its services accessible to as many people as

possible: from the young, through apprentices and high powered business
executives, to the more mature users.

It offers various pricing structures to suit different customer groups.

Monthly price plans are available as well as prepay options. Phone users
can top up their phone on line.

Airtel gives NECTAR reward points for every £1 spent on calls, text
messages, picture messages and ring tones.

Price mix with Airtel

 Prices for Post paid

 ONE TIME CHARGES

Activation Charges 0
Membership Fee 0
Security Deposit Rs 300*
 MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge Monthly Rental Rs 150
 CALL CHARGES
CLIP 0
Airtel GSM/CDMA Landline
Local Rates 0.50 0.50 1.00
 STD RATES
STD Rates 1.50 1.50 1.50

 SMS
Local 0.50
CDMA 0.50
National 1.50
International 5.00
Rs 3 & 5 as per service availed

 DESCRIPTION
Benefits:
Call to 1 Existing Airtel No @ 0.10.

Optional Packs:
(1) STD calling Pack - Monthly rental: Rs. 35 All STD calls @ Re. 1/ min.
 (2) GPRS Pack - Monthly Rental: Rs.599 with 600MB Free ,20p for 50KB.
(3) STD calling Pack - Monthly rental: Rs. 49 All STD calls @ Re. 75 p/ min
(4) SMS Pack - Monthly rental: Rs. 35 - 350 Local SMS Free (Validity 30days)

*(Rs 300 security deposit refundable on disconnection).

*Blackout Days for Year 2010 when sms discount will not be applicable.
1-January-2010-New Year.
1st-August-2010-Friendship Day.
17-Oct-2010-Dussera.
5-Nov-2010-Diwali Festival.
31-Dec-10-New Year Evening.
*On Blackout Days sms charges will be as per the base rate.

 ESTIMATED BILL - ADD ON (Airtel/MH/GSM/12)

Mins. Of Use>>> 100 200 300 400 500 1000
A. Fixed Monthly Charges
Monthly Rental 150 150 150 150 150 150
Monthly Commitment 0 0 0 0 0 0
Clip Charges 0 0 0 0 0 0

B. Variable Charges
Airtime 81.0 162.0 243.0 324.0 405.0 810.0

Total (Fixed + 231.0 312.0 393.0 474.0 555.0 960.0

Variable)

Service Tax @ 10.3% 23.79 32.14 40.48 48.82 57.16 98.88

Estimated Monthly 254.79 344.14 433.48 522.82 612.16 1058.88

Bill

Prices for Pre - Paid

Tariffs Plans

 ONE TIME CHARGES

Pulse Rate 60 secs
Price of Pack (Rs.) 99
 Free Airtime on Pack (Rs.) 0
Incoming Calls (Rs.) Free in Home Network
 CALL CHARGES

Airtel GSM/CDMA Landline

Local 1 1 1
Rates

STD Rates Rs 1.50 per min Rs 1.50 per min Rs 1.50 per min

 SMS
Local Re 1 per 160 characters
National Rs 1.5
International Rs 5 per 160 characters
 OTHER DETAILS

Services to SIM Card will be discontinued if there is no usage i.e. no voice calls
(incoming or outgoing), SMS and data for any continuous period of 90 days. No
refunds will be given for any unused talktime balance and validity on the card.
You will also not be able to use this number post disconnection.(Lifetime
customers would not be part of this T&C.)

Special 5 Features:
Airtel Presents Special 5. Now existing and new prepaid customers can call
local Airtel @20p and STD@50p on any combination of STD and local special
5 numbers.Daily rental 50p/number/day.Number addition/change charges
Rs5/number.
Tollfree IVR to manage Special 5 is 12141.
If using Friendz1 call to 12141 IVR & will be charged as per the new Tariff for
all numbers added through the IVR.
The key product features :
Special rates for special people
Choice of 5 Airtel numbers - local or STD (All five can be either STD or local
or a combination)
Local @ 20 ps /min & STD @ 50 ps /min .
(A never before price proposition on STD )
 Daily rental per number chosen ( 50 ps /day)
Number change @ Rs.5/number
Register the number on IVR - 12141.
Blackout Days for Year 2010 when sms discount will not be applicable.
1-January-2010-New Year.
1st-August-2010-Friendship Day.
17-Oct-2010-Dussera.
5-Nov-2010-Diwali Festival.
31-Dec-10-New Year Evening.*On Blackout Days sms charges will be as per
the base rate.

Voucher Rates

 Recharge Coupon Options

MSC Calling Processing Service Validity Grace Period Approximate

(Rs) Value (Rs) Fee (Rs) tax (Rs) (days) (days) Minutes
Of Usage
10 7.06 2 0.93 0 90 6.40
30 25.19 2.00 2.80 0 90 22.70
40 34.26 2.00 3.74 0 90 31.20
60 52.39 2.00 5.60 0 90 47.20
75 65.99 2.00 7.00 0 0 59.40
120 106.79 2.00 11.21 0 90 96.10
145.06
160 0 14.94 0 0 0
(Top Up)
200 88 90 22 30 90 64
235.72
260 0 24.28 0 0 0
(Top Up)
350 250 61.5 38.5 30 90 182
326.38
360 0 33.62 0 0 0
(Top Up)
417.04
460 0 42.96 0 0 0
(Top Ups)
500 (Bada
Top UP-
500 0 46.70 0 0 0
Per second
Pulse)
 595 (Bada
Top UP-
595 0 55.60 0 0 0
Per second
Pulse)
795 (Bada
Top UP-
795 0 74.20 0 0 0
Per second
Pulse)

Easy Recharge

Denomination TalkTime Processing Service Validity

(Range) Range Value (Rs) Fee(Rs) tax(Rs) (days)
0 *(Local calls@0.40
8 7.25 0.75 30 Days
& STD@0.50)
10 7.06 2.00 0.93 0 (Top Up)
15 (Local+STD
11 9.97 1.03 1 Day
Minutes)
12 8.88 2 1.12 0
0 (Night Pack -Local 3 (300 sms
13 11.79 1.21
A2A Rs 1/20 mins) Free)
0 ( Rs 15 STD mins
15 13.60 1.40 0 Days
in D/A a/c)
*0 (Night Pack 30(Night
16 -Local A2A 1paise 14.51 1.49 Hr11pm-
for 5 sec) 6am)
2000 Voice sms
20 18.13 1.87 30 Days
(Voice sms Pack)
0 (Night Pack -Local 30 (Night
23 20.85 2.15
A2A Rs 1/20 mins) 11pm-6am)
0 (*5000 Free local
24 21.76 2.24 10 Days
sms)
0 (*Local calls@0.40
26 23.57 2.43 365
& STD@0.50)
27 24.50 0 2.52 180 Days
0 (300 night Mins of 30 Days
28 25.39 2.61
local A2A) (Night Pack)
30 25.19 2.00 2.80 0 (Top Up)
0 ( All local & std 365 Days
31 28.08 2.92
call @ Re.1) (STD SVV)
32 0 (All local & std call 29.01 2.99 365(loc/Nat
 @ 1/paise/sec) sms0.50)
40 34.26 2.00 3.74 0 (Top Up)
41 37.17 0 3.83 Lifetime
38.98 (For lifetime
365 (Per
43 validity recharge with 0 4.02
second)
Rs 41)
0 ( All local calls 1 Year
45 40.80 4.20
0.50 & Std@Re 1.50) (Local SVV)
0 (DA a/c 15
47 0 ( 75min STD TT) 42.61 4.39
Days)
365 (New
52 0 47.14 4.86
Card Offer)
60 52.39 2.00 5.60 0 (Top Up)
5.98 (Other
0 (A2A Local & STD
64 58.02 Local/STD 1.2 1 Year
1 ps/sec)
ps/sec)
0 *(Local calls@0.40
66 59.84 6.16 365 Days
& STD@0.50)
0 (*15000 Free local
67 60.74 6.26 30 Days
sms)
6.44 (Other
0 (A2A Local & STD 365 (New
69 62.56 Local/STD 1.2
1 ps/sec New Card) Card Offer)
ps/sec)
75 66.00 2.00 7.00 0 (Top Up)
0 ( DA a/c 60
90 local+std min+60 81.60 8.40 60 Days
local/STD sms)
97 8.00 79.94 9.06 30 Days
0 (Offer for Airtel
99 89.76 9.24 Lifetime
One/ Nokia 2 year)
100 150 ( Dedicated A/c) 90.66 9.34 0
110 97.73 2 10.27 365 Days
0 ( Rs 200 Local
15 Days
111 A2ATT in Dedicated 100.63 10.37
Airtel TT
A/c)
74.00 *( local calls 365 (New
116 31.17 10.83
40p/min & Std@50p) Card Offer)
120 106.79 2.00 11.21 0 (Top Up)
200 Minutes (200
147 133 14.00 20
local+std sms free )
150 135.99 0 14.01 0
160 145.06 (Top Up) 0 14.94 0
0 (300 Mins STD TT 0 ( DA 15
170 154.12 15.87
in DA A/C) Days)
195 176.80 0 18.21 0
196 100.00 77.70 18.30 Lifetime
200 88.00 93.32 18.68 30 Days
150 (250 Night TT in
205 185.86 19.14 0
DD A/c)
200.25 main
225 a/c+24.75 for local 3.74 21.01 0
A2A
241 124.00 94.50 22.50 89 Days
0 Days
251 200 (74 sms free) 27.56 23.44 (Combo
SVV)
231.19 (100
0 (400 Local A_A 0 (DA A/C
255 Local / National 23.81
mins (11pm-6am) 30 days)
SMS)
260 235.72 (Top Up) 0 24.28 0
0 (Offer Frm
295 295 0 27.55
10Sep)
325 +250 A2A local
30 (A2A
325 Night Mins DA a/c -30.35 30.35
Night Mins)
(11pm to 6am)
341 128.00 181.16 31.84 210 Days
360 326.38 (Top Up) 0 33.62 0
0-Offer
395 395 0 36.89
Starts 10Sep
441 141.00 258.82 41.18 300 Days
460 417.04 (Top Up) 0 42.96 0
495 250 198.78 46.22 LifeTime
500 (Bada Top Up
500 0 46.70 0 Days
Per sec Pulse)
525+525 A2A Local
30 (A2A
525 Night Mins DA a/c -49.03 49.03
Night Mins)
(11pm to 6am)
595 (Bada Top Up
595 0 55.56 0
Per sec Pulse)
645.25 main
725 a/c+79.75 for local 12.10 67.70 0
A2A
786 (Gulf countries
786 0 73.40 0
Rs3.5/30 secs)
795 (Bada Top Up
795 0 74.24 0
Per sec Pulse)
925 823.25 main 15.40 86.38 0
a/c+101.75 for local
 A2A
1500 1500 0 140.10 0 (BTU)

Promotion mix

Promotion is one of the key element of the marketing mix which is used
for the purpose of encouraging sales and conveying to the customer the
positioning of the service. Promotion helps to create awareness among
the customers and enables them to exercise their right to choose the
service provider. Promotion includes the following elements i.e
Advertising, sales promotion, public relation, personnel selling and
mailing offers. A service firm can select any any above element or a
combination of them depending on which will be the most effective in
creating a favorable response from the target audience
Promotion is the persuasive communication about the product by the
marketer to the prospective buyer. It covers
(a) personal selling,
(b) Advertising and sales promotion, publicity and the policies
and procedures.

These elements of marketing mix are equal, interdependent and essential.

The , marketing mix acts on the integrated marketing strategy and the
four elements together constitutes the marketing strategy.
The main aim of all marketing activities is profitability. Therefore, the
marketing manager devise such a marketing mix that will give the
optimum profit for the product he has to market. He should keep in mind
The relevant marketing forces so that the result would bring in adequate
profits.

Promotion mix with Airtel

Airtel uses following elements for promotions

• Advertising

Advertising on TV, on billboards, in magazines and in other

media outlets reaches large audiences and spreads the brand image
and the message very effectively. This is known as above the line
promotion.
 Advertising on radio also effects a lot of public to attract towards the
product and it hampers the customer to listen it more times.

Advertising through hoardings and boards on streets all so ensures the

promotion of Aortal

Advertising in news paper is used by Aortal to cover more & more area
and to promote their services.

Sales promotions

Aortal uses Sales promotions in order to reach more and more audience.
These offer customers incentives to encourage them to buy goods and
services. In B2C markets, typical sales promotions include:

• BOGOF (buy one, get one free) offers

• price discounts (10% off this week)
• giveaways
• competitions to win holidays or cash prizes

In most B2B markets, however, these offers would not be relevant to the
people who make the purchase decisions. Aortal customers are making
large investments. They require unique products to suit a one-off purpose.
Aortal offers solution and value-based benefits, like adding in air
conditioning to a building.

Direct mail

Aortal also uses direct mail . This enables a business to target existing and
potential customers with its sales messages. Aortal uses this method of
promotion extensively, sending out leaflets and brochures to maintain brand
awareness. This means the company remains in its customers’ minds the
next time they need to make a purchase. Direct mailing is a productive way
of promoting to existing customers for several reasons.

• Airtel already has the names of contacts in existing customer

businesses. In addition, it can easily access the names of people from
 other parts of these businesses who have expressed interest in Aortal
products, such as people who have signed up for its newsletter.
• The company can measure the response rate from a direct mail
campaign and can follow up enquiries

Public relations

Airtel used this to enhance the image of a company. It involves

communication with groups outside the company, such as customers,
shareholders, government and the public. This can take different forms.

• Product launches – businesses invite the press to the launch of new

products. This may lead to free, and hopefully favourable, publicity.
• Sponsorship – large companies provide finance for events such as
Formula One or the Olympics in return for the right to promote their
brand names during the event.
• Charitable donations – businesses may participate in fundraising
events like Comic Relief or Children in Need. This provides an
opportunity to put the company name in front of very large television
audiences.
• Press releases – companies issue short news stories about their
operations, which may then appear in television reports or newspaper
articles. Portakabin has issued press releases announcing that it has
helped create nursery accommodation at a hospital in Salford,
provided a building for an incubator unit at the famous Papworth
hospital in Cambridgeshire and supplied a new teaching block at York
St John College in Yorkshire. These are commercial sales, but they
are also good public relations stories that attract newspaper interest.
acting as free advertising and product endorsement.
 Distribution mix

Distribution is the delivery of the product to consumer and his

right to consume it. It includes channels of distribution , policies
and procedures, policies and procedures relating to :

• Channels used between stores and consumers,

• Degree of selectivity among wholesalers and retailers,
• Efforts to gain co-operative of trade,
• Transportation
 Findings

While studying this project I found that some points of Airtel are positive &
some are negative . there is no doubt that Airtel is one of the leading cellular
company, but no one is perfect and so Airtel also.

Following are positive points

1. Provides many services – Aortal provides many services to their
customer like mobile services, DTH services, Broad band and
Internet services, Data card, and USB modem, as compare to other
cellular company.

2. Launching of new services & schemes – Aortal launches many

new services & schemes form benefits of customers like night
calling at lower rate, SMS pack , lower STD calling rates etc.

3. Best network coverage – Aortal has a good network coverage over

all country and more cities connected to each other and also the
network is more stronger for rural areas.

4. Good Distribution Channel – Distribution channel of Aortal is

good as both direct and indirect channel are in work.

5. Aortal Charges fair price – Aortal charges fair prices to their

customer for their services they provide . Aortal does a price
control on the products and maintain their prices.

6. Use of latest technology – Aortal uses high speed optic fiber

network technology which gives a better quality of voice to the
customer.

Negative points

1. Lack in promotions – Aortal lacks in promotion. Product is

good service provided is good but if promotion is not done well
or not done in good manner then you are unable to reach to the
customer. They should increase their promotional policies.

2. High calling rates for long distance – Aortal ISD calling rates
are much higher than then the other companies.
 3. Lack in online marketing – Aortal lacks in online marketing as
compare to other companies.

Suggestions

• Improve the promotion policy of company to gain more and more

profits.

• Reduce the ISD rates to give more affordable service to the customers.

• Increase the online purchasing of product & increase online marketing

to give satisfaction to the customer.
• Launch more schemes relating to GPRS to capture more and more
market and to reach more & more customer.

• Increase in number of outlets for customer support & services .