PROJECT REPORT

AT

VIKAS ENTERPRISE, DHENKANAL

A Project Report On

Study of Advertising Effectiveness of Airtel in Rural Areas

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated)
TO

MADURAI KAMARAJ UNIVERSITY, MADURAI

BY

SANDEEP HINDOCHA
Student of

MBA III Sem.

(Reg. No. A8750231) Under the guidance of

MR. VIKAS HINDOCHA

Proprieter

RAI BUSINESS SCHOOL Near Airport, V.I.P Road, Mana Camp Raipur 492015

CERTIFICATE
This is to certify that the Project Report

Study of Advertising Effectiveness of Airtel in Rural Areas

At

VIKAS ENTERPRISE, DHENKANAL

Submitted in partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated) TO

MADURAI KAMARAJ UNIVERSITY, MADURAI

Is a record of bonafide training carried out by

SANDEEP HINDOCHA
Under my supervision and guidance and that no part of this report has been submitted for the award of any other degree/ diploma / fellowship or similar titles or prizes.

FACULTY GUIDE

Signature:

STUDENT DECLARATION
I hereby declare that the Project Report

Study of Advertising Effectiveness of Airtel in Rural Areas

Conducted at

VIKAS ENTERPRISE, DHENKANAL

Under the guidance of

Mr. Vikas Hindocha

Submitted in partial fulfillment of the requirement for the degree of

MASTER OF BUSINESS ADMINISTRATION

(Industry Integrated) TO

MADURAI KAMARAJ UNIVERSITY, MADURAI

Is my original work and the same has not been submitted for the award of any other degree/ diploma/ fellowship or other similar titles or prizes.

Place: Raipur Date:

Sandeep Hindocha Reg. No: A8750231

CONTENTS
Sl No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Particulars
Bharti Tele Ventures About Bharti Airtel Core Business Area Vision & Mission Company Profile Organisational Structure Value Chain Analysis Achievements Figures & Facts 7 Ps of Airtel SIPOC Telecom Process Detailed Marketing Strategy BCG Matrix Ansoff Matrix 5 Force Model SWOT Analysis Marketing Environment Market Segmentation Consumer Behaviour Promotional Strategy Mission Rural India Airtel In Odisha Objective Village Statistics Data Sources Pie Charts Conclusion Recommendations Bibliography Annexure

Page No 7 8 9 11 12 13 14 15 16 17 20 21 22 23 24 25 29 31 32 33 34 41 42 43 44 45 46-58 59 60-61 62 63-64

ACKNOWLEDGEMENTS
I am very thankful to Mrs. Pratibha Barik, H.O.D of Rai Business School, Raipur for giving this opportunity to pursue my project with Vikas Enterprise, Dhenkanal. Throughout my project I am very thankful to my all faculty for guiding and pointing out the loop holes of my project and giving me their precious time for directing my project. My special thanks to Mr. Vikas Hindocha, Proprietor of Vikas Enterprise, Dhenkanal for helping me out with my project in having information from different departments and other necessary information. Apart from this I am also thankful to him for imparting the basic skills required for Marketing Management. I also want to convey my kind regards to him for listening to me for the issue related to my project. I also want to give credit to my parent and almighty God for keeping my interest toward the project & supported me to complete the project successfully. I would like to thanks to my colleagues for providing me the support necessary for the successful completion of my project. At last I would like to thank all of them for being so kind and grateful to me and I was indebted to have such supporting hands to me in my project.

Sandeep Hindocha

Bharti Tele-Ventures
Bharti Tele-Ventures is one of India's leading private sector providers of telecommunications services based on an aggregate of 88,270,194 customers as on December 31, 2008, consisting of 85,650,733 GSM mobile and 2,619,461 broadband & telephone customers The businesses at Bharti Tele-Ventures have been structured into three individual strategic units (SBUs) 1) mobile services 2) broadband and telephone services (B&T) 3) enterprise services The Mobile services group provides GSM mobile services across India in 23 telecom circles, while B&T business group provides broadband & telephone services in 94 cities. The Enterprise Services group has two sub-units carriers (long distance services) and services top corporate. All these services are provided under the Airtel brand. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 16 states covering all four metros. It has over 12 million satisfied customers Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant position for itself in the global telecommunications sector. Bharti Tele-Ventures is today acknowledged as one of India's finest companies, and its flagship brand 'Airtel', has over 12 million customers across the length and breadth of India. While a joint venture with TeleTech Inc., USA marked Bhartis successful foray into the Customer Management Services business, Bharti Enterprises dynamic diversification has continued with the company venturing into telecom software development. Recently, Bharti has successfully launched an international venture with EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri products exclusively to markets in Europe and USA

ABOUT BHARTI AIRTEL

Bharti Airtel is Indias no.1 reliable network, serving at around 88 million voice & data user subscribers. The need of research study is to study about Bharti Airtel, understanding its various strategies that keep it ahead of all other competitors like Vodaphone, Idea, Reliance etc.. This study is undergone through various steps of research project. The method used for the research project are- Group Discussion, internet browsing, different graphs & chart study etc. From this analysis we found that Bharti Airtel has the largest market share due to its calling plans, Tariff plans and other strategies. Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL). India's largest and world's third largest cellular service provider. More than 88 million subscribers as of 31 December 2008. Airtel provides mobile & fixed wireless services using GSM technology across 23 telecom circles. Largest Telecom Company listed on Indian Stock Exchanges. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.

The service strategies of Bharti Airtel are Best-in-class technology: World-class Installation & Customer Service Interactive VAS to Drive ARPU enhancement One Airtel Synergies for Distribution, Brand & IT Data Products: Internet, MPLS etc Integrated Solutions to Drive Share of wallet Strategic Alliances Indirect Channel to Drive Penetration Deeper & Not Wider: 94 Cities Vertical & Not Horizontal: Hi-Rise Network Enhancement to Deliver 8+ MBPS New Products & VAS to drive Flat, combo plans

CORE BUSINESS AREA

Mobile Services - We offer mobile services using GSM technology on 900MHz and 1800MHz bands, and are the largest wireless service provider in the country, based on the number of customers. Our 85,650,733 mobile customers accounted for a market share of 24.7% of wireless market, as on December 31, 2008. We offer post-paid, pre-paid, roaming and value added services through our extensive sales and distribution channel covering 1,069,706 outlets. Our network is present in 5,057 census towns and 401,882 non-census towns and villages in India, thus covering approximately 79% of the countrys population. Our network operating centers, which monitor the health of our mobile network are located in Gurgaon, near Delhi, and Chennai. Telemedia Services We provide broadband (DSL) and telephone services (fixed line) in 95 cities with growing focus on new media and entertainment solutions such as DTH and IPTV. We had 2,619,461 customers as on December 31, 2008 of which 37.9% were subscribing to broadband/internet services. Our product offerings in this segment include supply and installation of fixed-line telephones providing local, national and international long distance voice connectivity and broadband Internet access through DSL. We also remain strongly committed to our focus on Small and Medium Business enterprises .We provide a range of customised Telecom/ IT solutions and aim to achieve revenue leadership in this rapidly growing segment of the ICT market. The strategy of our Telemedia business is to focus on cities with high revenue potential, except for DTH which is an all- India offering. Airtel digital TV is available to customers through 23,200 retail points in 120 cities across the country. Carriers Carrier business unit provides long distance wholesale voice and data services to carrier customers as well as to other business units of Airtel. It also offers virtual calling card services in the overseas markets. The business unit owns a state of the art national and international long distance network infrastructure enabling it to provide connectivity services both within India and connecting India to the world. The national long distance infrastructure comprises of 90,205 kms of optical fibre, over 1,500 MPLS and SDH POPs and over 1,250 POIs with the local exchanges, providing a pan India reach. The international infrastructure includes ownership of the i2i submarine cable system 9

connecting Chennai to Singapore, consortium ownership of the SMW4 submarine cable system and investment in capacities across a number of diverse submarine cable systems across transatlantic and transpacific routes. In recent past we have announced investments in new cable systems such as Asia America Gateway (AAG), India Middle East and Western Europe (IMEWE), Unity North, EIG (Europe India Gateway) and Eastern Africa Submarine Cable System (EASCS). Enterprise Services - Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier customers. This division comprises the Carrier and Corporate business units. Enterprise Services is regarded as the trusted communications partner to India's leading organizations, helping them to meet the challenges of growth. Corporate This business unit delivers end to end telecom solutions to Indias large corporate. It serves as the single point of contact for all telecommunication needs for corporate customers in India by providing full suite of communication services across data, voice and managed services. It specializes in providing customized solutions to address unique requirements of different industry verticals; BFSI, IT, ITeS, Manufacturing and distribution, media, education, telecom, Government and PSUs and retail among others. Backed by the alliances with leading technology companies worldwide and state of the art infrastructure, it offers complete range of telecom solutions. These solutions enable corporate to network their offices within India and across the globe, provide them infrastructure to run business critical applications and provide them means to connect with their customers, vendors and employees.

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Vision
BY 2010 AIRTEL WILL BE THE MOST ADMIRED BRAND IN INDIA: LOVED BY MORE CUSTOMERS. TARGETED BY TOP TALENT. BENCHMARKED BY MORE BUSINESS.

Mission
To be globally admired for telecom services that delight customers.

We will meet global standards for telecom services that delight customers through:
Customer Service Focus Empowered Employees Cost Efficiency

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COMPANY PROFILE
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL). India's largest and world's third largest cellular service provider. More than 88 million subscribers as of 31 December 2008. Airtel brand is headed by Sunil Bharti Mittal. Airtel provides mobile & fixed wireless services using GSM technology across 23 telecom circles. Indias First Telecom Company that provides telecom services in all the circles. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. Company shares are listed on The Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE).

Per Share price of Airtel in BSE is Rs 306.15 (4th Feb 2010)

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ORGANISATIONAL STRUCTURE

13

VALUE CHAIN - BHARTI AIRTEL

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ACHIEVEMENTS

First to launch Cellular service on November 1995. First operator to revolutionise the concept of retailing with the inauguration of AirTel Connect (exclusive showrooms) in 1995. First to introduce push button phone in India. First to expand it's network with the installation for second mobile switching center in April, 1997 and the first to introduce the Intelligent Network Platform First to provide Roaming to its subscribers by forming an association called World 1 Network. First to provide roaming facility in USA. Enjoy the mobile roaming across 38 partner networks & above 700 cities Moreover roam across international destinations in 119 countries including USA, Canada, UK etc with 284 partner networks. BHARTI announces agreement with VODAFONE marking the entry of the World's Largest Telecom Operator into India Bharti Enterprises and AXA Asia Pacific Holdings Limited announce Partnership for a life insurance joint venture in India Airtel Launches future factory - Centres of Innovation to Incubate Pioneering Mobile Application 16 states, 600 million people. Only India's leading mobile service offers you the truly 'freedom-packed' Prepaid! It is also the first company to export its products to the USA.

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Figures & Facts

Total Wireless subscribers in India In June 09 & July 09 are 102,367,881 & 1,05,177,635 respectively. Total Wire line subscribers in India In June 09 & July 09 are 2,827,882 & 2,861,822 respectively. Total revenue for Q4 08 is Rs. 6376.50 Cr as compare to Rs. 5606.15 for Q3 08, i.e. 13.74% higher. ARPU for Q4 08 is Rs.260.59 as compare to Rs. 254.48 in Q3 08,i.e. growth of 2.40%.

Market Share (GSM Mob. Services)

Financials Snapshot

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7 Ps of Airtel
Product Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS) The different value added services provided by Airtel are Instant Balance Enquiry 24Hr recharge Facility Caller line identification Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live Portal SMS based Information Service Hello Tunes & Ring Tones Voice Mail Service Easy Post-paid bill collection Gifting of Ring Tones & Hello Tunes GPRS Business Solutions

Price Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI.

Place It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points Distributors like Paan shops, grocery stores, chemists, outlet etc

Promotion Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product because it . In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is the most downloaded tune in India. 18

 Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more

19

Recently launched promotional activities

People Total Employees 25616 (Bharti Airtel consolidated) as per Q3 08. Dedicate and passionate workforce. One of the best customer supports. Have won 2nd Best employer award in 2004

Process Process for services is very easy and customer can avail it very easily. 121 is the customer support no. which can be dialed from anywhere in India.

Physical Environment

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21

Innovation

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SIPOC- BHARTI AIRTEL

There are 5 steps in the SIPOC process. 1. Supplier The services/raw materials providers for the Organisation. 2. Inputs The services/raw materials provided by the suppliers. 3. Process The series of actions, changes, or functions bringing about the desired result 4. Outputs The final products of the Organisation that is offered for sale 5. Customers The entity that purchases a commodity or service

The SIPOC Process of Bharti Airtel is diagrammatically detailed below:

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Telecom Process Detailed-

Customer Importance The customer is always right. Hence the tastes & preferences of the customer are to be found with the help of several direct & indirect tools such as surveys, feedback forms, journals, seminars, etc so that the research & development of the product may be directed towards those areas to retain the customer base. Technology The latest changes in technologies are incorporated into Bharti Airtel as it enables greater level of product quality & helps achieve economy of scales as well as customer satisfaction such as the Mobile Packet Backbone Network (MPBN) & the enhanced data rates for GSM Evolution (EDGE) technology. Competitive Position The competitive position of the Organisation is determined by the help of SWOT Analysis as it finds out the internal strengths & weaknesses of the Organisation along with the opportunities & threats that exist in the external environment. Capable Suppliers Bharti Airtel understands the importance of partners to remain competitive in a dynamic business environment. As a step in that direction, the Supply Chain (SCM) function has been created with a mandate to develop partner relationships to maximize mutual opportunities for growth and profitability.

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MARKETING STRATEGY Core Value Of Airtel

Performance Dynamism Leadership

Targeting
Elite Up market professionals Entrepreneur with business plans Low income mass category Youth Women and senior citizens by post paid connection

AdvertisementAirtel basically uses two appeals to connect to the users: Emotional Humorous

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BCG MATRIX-

Mobile Services Due to the exceptional growth trend of Airtel over the years, & keeping in view the ever-increasing market share & possible future opportunities which still mark Airtel in its growing stage, it is segmented in the STAR category of the BCG Matrix which signifies a high market share along with high market growth rate.

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ANSOFF MATRIX MARKET PENETRATION

ENTERED IN BROADBAND AND FIXED LINE MARKET

PRODUCT DEVELOPMENT
IPLC PRODUCTS

MARKET DEVELOPMENT
LOOKING FOR OVERSEAS MARKET

DIVERSIFICATION
OUTSOURCING

To portray alternative corporate growth strategies, Igor Ansoff conceptualized a matrix that focused on the firms present and potential products and markets / customers. He called the four product-market strategic alternatives market penetration [existing market + existing product], market development [existing product + new market], product development [existing market + new product], and Diversification [new product + new market]. The company should follow all four strategies depending on the demand and product as indicated in the matrix. The company perhaps needs to focus more on the comparatively neglected area of diversification. MARKET PENETRATION: Airtel entered in broadband and fixed phone line market. PRODUCT DEVELOPMENT: IPLC products MARKET DEVELOPMENT: Airtel is now looking for overseas market. Company has already make his presence in Nigeria and Seychelles DIVERSIFICATION : Airtel has now outsourcing sum of its services like customer services with IBM

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5 FORCE MODEL-

The industry structure has become relatively unfavorable compared to earlier monopolistic times.

The earlier pattern used to be that the national telecom company used to own every segment of the value chain till the international gateway. With liberalization there was competition in virtually every segment. There are companies that provide local connectivity, those that function as long distance carriers, and those that provide only gateway links. Some integrated players operate in all segments. The intensity of competitive pressures across the chain is reflected in the downward spiral being witnessed in tariffs and prices to customer. 28

1 .Threat from Compe

W ireles Market Top4g s arner

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31

SWOT Analysis

Strengths 1. Bharti Airtel has more than 71 million customers. It is the largest cellular provider 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. 3. The company has covered the entire Indian nation with its network. This has underpinned its large and rising customer base. Weaknesses 1. An often cited original weakness is that when the business was started by Sunil Bharti Mittal over 15 years ago, the business has little knowledge and experience of how a cellular telephone system actually worked. So the start-up business had to outsource to industry experts in the field. 2. 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. 3. The fact that the Airtel has not pulled off a deal with South Africa's MTN could signal the lack of any real emerging market investment opportunity for the business once the Indian market has become mature. Opportunities 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 in Indian for Google. 2. Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. The new iPhone will be launched in India via an Airtel distributorship. Another strategic partnership is held with Blackberry Wireless Solutions. 3. Despite being forced to outsource much of its technical operations in the early days, this allowed Airtel to work from its own blank sheet of paper, and to question industry approaches and practices - for example replacing the Revenue-Per-Customer model with a Revenue-Per-Minute model which is better suited to India, as the company moved into small and remote villages and towns. 4. The company is investing in its operation in 120,000 to 160,000 small villages every year. It sees that less well-off consumers may only be able to afford a few tens of Rupees per call, and also so that the business benefits are scalable - using its 'Matchbox' strategy. 5. 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 strategy. 32

Threats 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. The quickly changing pace of the global telecommunications industry could tempt Airtel to go along the acquisition trail which may make it vulnerable if the world goes into recession. Perhaps this was an impact upon the decision not to proceed with talks about the potential purchase of South Africa's MTN in May 2008. This opened the door for talks between Reliance Communication's Anil Ambani and MTN, allowing a competing Indian industrialist to invest in the new emerging African telecommunications market. 3. Bharti Airtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market. Airtel comes to you from Bharti Airtel Limited, India's largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise Services.

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Marketing environment Airtel focuses on marketing environment that affects its managements ability to build and maintain successful relationship with target customers. Supplier Airtel has to contact with its supplies of blackberry sets and fixed wireless sets because shortage of those items its sale of those can be affected whose v are only available on these sets. Market intermediaries Airtel deliver mobile GSM fixed wireless phone services through Airtel franchises and keep eye on the performance. Customer Airtel offer multi services with multi features to households and for business related persons. Competitors The influence of AIRTELs competitors like TATA telecommunication, AIRCEL, HUTCH is great. Airtel has to keep an eye on its competitors activities so that it cant be out of competition and competitors build such strong customer relationship that AIRTEL customers switch to its competitors. Demographic environment On the basis of size, density, age, location, Airtel offers services including features like game on demand for children, pc security adults, and Email on the go, calling cards for those that live far away from cities and having one booth in their location. Economic environment. Airtel sets prices on keep mind of the income of the people of different cities. For example in rich cities like Mumbai, Kolkata, Delhi their prices are high comparatively from other cities Technological environment Airtel modifies their services according to the new development in the technology. 34

Market segmentation

BEHAVIORAL SEGMENTATION Airtel has divided the market into two segments. And for these two segments airtel has developed multi featured services according to their requirement. Because each segment have homogeneous needs characters and requirement from the services. Segments have gave the name by AIRTEL For you For your business

FOR YOU In this segment those people are selected which are related to non business activities like students children household persons teachers and who want to entertainment features in services. For them airtel offer such services benefits are parallel to their requirements. FOR YOUR BUSINESS. In this segment those people are target who are related to business and want high and multi featured services for them and mostly time spent by the member of these segment pass in business matters and for their business they need typically business related services.

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Consumer behavior

Airtel focus on consumer buying behavior what is consumer want and why is consumer want Airtel also focus on the reason that what thing or feature in his service induce consumers to buy its services. There are some factors that affect consumer buying behavior with reference to Airtel Culture In India culture of education, achievement, success, involvement, efficiency and particularly progress, individualism is progress rapidly so these factors induce consumer to buy their services. Social factors Reference groups like actors friends are fastest way to influence the buying behavior of the consumer so Airtel presents super stars in their ads like shahrukh khan to develop the loyalty of the Airtel services that induce consumer to buy Airtel services. Roles and status People belong to different groups like family business education people play different roles and have status in these groups businessman activated by those services that are related to its role like postpaid mobile Email facility on its mobile, voice conference. Student want to pc security and high speed internet facility so this thing affects consumer buying behavior. Economic situation Economic situation vary from place to place Airtel has design, positioning and pricing their services according to the economic situation so that more and more People buy and enjoy their services. Motivation Airtel kept such features in its services that motivate them to buy its services like games on demand, Email service satellite services, and pc security motivate people to take decision about Airtel.

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PROMOTIONAL STRATEGY

After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM). All the players except RIM offered services based on the Global System for Mobile (GSM) technology. RIM provided services based on Code Division Multiple Access (CDMA) technology as well as GSM. As competition in the telecom arena intensified, service providers took new initiatives to woo customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes. The most important consumer segments in the cellular industry were the youth segment and the business class segment. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular service market. (Refer Exhibit II). Hutch implemented the celebrity endorsement strategy partially, relying primarily on its creative advertising for the promotion of its brand. BSNL, on the other hand, attracted the consumer through its low cost schemes. Being a state owned player, BSNL could cover rural areas, and this helped it increase its subscriber base. Reliance was another player that cashed on its innovative promotional strategies, which included celebrity endorsements and attractive talk time schemes. Idea relied heavily on its creative media advertising sans celebrities. Traditionally promotion is thought of as involving decisions related to sales, advertising, sales promotions and publicity - Services Marketing, Valarie A Zeithamal. But It has become extremely difficult for the marketers to promote their services; we are highlighting some of the reasons for the same: Difficulty to break through the communications clutter in the market place Reach the masses (the target audience) with interesting and pervasive messages Ensuring that the investments in the campaign yield an acceptable rate of return in some form or the other (e.g. increase in the brand loyalty or number of consumers/users)

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We have observed that the focus of the promotions of Bharti Airtel is to engage the customer by using any form of relevant contact. Then the efforts are made to achieve synergy and build relationships which will finally affect the behaviour of the individual. There is a model by Reinartz and Kumar which shows the relationship between customer profitability and period of association to help us increase the Customer Long-term (lifetime) Value.

To put it in simple words, the aim of the company should be to: Attain new customers and increase the number of relationships Increase the profitability of these relationships Increase the duration of these relationships Moreover the promotions are done keeping in mind the target customers which are elite, up market professionals, entrepreneur with business plans, low income business categories and youth with youth clubs. Airtel started off with the campaign of Power to Keep in Touch (1995) to convey the message of instant communication. At that time, Airtel wanted to project an image of aspirational and lifestyle brand and was positioned to target premium category of elite class customers. They decided that the brand would always connote leadership be it in network, innovations, offerings or services. To be in synch with their strategy, they sponsored various golf tournaments. When the telecom sector was becoming more and more competitive with the entry of new players, Airtel came up with Touch Tomorrow (1999) thus urging it to talk to a bigger audience. They started capturing the mass markets and the new brand logo indicated the core values of the brand i.e. leadership, performance and dynamism. Then in 2002, the new advertisements with the tagline Live Every Moment and brand ambassadors Sachin Tendulkar, Shahrukh Khan and Kareena Kapoor changed the whole look of Airtel. The brand Airtel in the minds of customers was full of emotions and reaction, 38

which one will experience in a lifetime. In 2003 came another successful campaign Express Yourself

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The various tools that Airtel uses for its Integrated Marketing Communications are: Advertisements Sales promotions Direct Marketing Public Relations Publicity Events

If we observe the advertisements that Airtel has come up with over the years, they are basically using two appeals to connect with their target audiences: 1. Emotional Appeal 2. Humorous Appeal Promotion campaigns Airtel Jai Hind AD Campaign The focus was to cash in on the Independence Day fever. The USP was very clear, feel proud of your country and by extension, Brand Airtel. Some of the other highly acclaimed campaigns: Leadership campaign Quality time campaign Magic Dalo Say Hello Launch campaign Magic Hai to Mumkin Hai campaign Internet Advertising Airtel has used internet quite effectively to advertise and has been doing massive advertisements through: Google Ads Bidvertisers in which they have to offer site-targeted pay-per-click (PPC) text ads and image ads Sponsors online games at Zapak.com Sales promotions Keeping in mind the target audience, Airtel came up with very effective sales promotions and was able to increase the number of users. Some of the sales promotions that performed really well are: 40

Friendz pre-paid plan Ladies Special plan Introduced the Family Celebrations offer Call at 60paisa per minute from Airtel telephone service to Airtel mobile service

Promotions through Health Campaigns Airtel and Wockhardt hospitals together launched a Good Health campaign to mark World Health Day on April 7, comprising two health check-ups at discount of 75%. Post-paid subscribers of Airtel could avail the Wockhardt master health check up at Rs 799 against a original cost of Rs 3200. Also available as part of the campaign was the Wockhardt Heart Check at Rs 499, aginst Rs 2400. Grameen Mobile Puratchi Bharti Airtel unveiled the Grameen Mobile Puratchi campaign for rural markets This scheme was for more than 45 lakh society members of IKSCL (IFFCO Kisan Sanchar Coopreative ltd) Farmers had five free Value Added Services under this scheme. The farmers had five free voice messages on mandi prices, farming techniques, weather forecasts, dairy farming, animal husbandry, rural health initiatives on a daily basis The pack for farmers ranged between Rs 1299 and Rs 4000 along with the mobile phone.

CSR initiatives being promoted Airtel took the initiative of opening Airtel Ashiana for underprivileged children at the Mohali office of Airtel. Airtel also tied up with an NGO to distribute daily surplus food to needy children. Then they Airtel also came up with Airtel Experience Centre by Access MO for the benefit of visually impaired people as well as people from deprived section of society. In Jammu & Kashmir, they donated free medicines, stationary, clothes and other utility at the Missionary of Charity Home for Destitute. Airtel Kerala visited an old age home and shared a day full of fun with the members of the home. A tree plantation drive was carried out by Access-NCR, Access-North and Access-UP West Circles, where in free tree samplings were planted. Bharti foundation, the philanthropic arm of Bharti Enterprises was established in 2000 with a vision to help underprivileged children and young people of our country realise their potential. They are in the process of setting up a 1000 Satya Bharti Schools to deliver high quality education to underprivileged children in the deepest rural pockets. Publicity and Events To reach their target audiences, Airtel has sponsored various TV programmes like Big Boss KBC Indian Sangeet awards 41

Bol Baby Bol

Along with that Airtel has sponsored various events like Delhi Half Marathon Border-Gavaskar Indian Fantasy League Delhi Golf tournament Organised Painting Competition in states of Karnataka and M.P. for the students

Such kind of events helps the brand to capture the attention of the target audience and involve them. Airtel as a brand has used mix of traditional and non-traditional media to promote their brand and now they are also using the social media for promoting their brand. They have tried to associate with social causes to attach the target audience emotionally.

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PROMOTION
AIRTEL use different ways to promote and sale of their services like Television For mobile and tele-media services Airtel lies on attractive television commercials using personality symbol like Shahrukh Khan because these services are household types and people activated through TV commercials. Internet Airtel also use internet using its well attractive website covering all features of its services and deliver Email to potential customers. www.bhartiairtel.com Newspaper Airtel deliver ads on newspaper about its mobile and tele-media services in that newspaper that are commonly read in homes shops public places. But ads for enterprise services AIRTEL chose those newspapers that are read in business firms and offices. Franchise Airtel promote and sale its mobile and telemedia services through it well attractive franchise offices that are located convenient public places. Direct contact Airtel has its own salesman who go to business firms and contact directly to them who convince them about their enterprise services that is useful and according the need of their business. Television Internet Newspaper Sign boards Franchise offices Direct contact

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CELEBRITY ENDORSEMENT STRATEGY

RAHMAN TUNE CROSSES AIRTELS EXCLUSIVITY BARRIER Cellular service provider AirTel seems to have hit the right note with its new commercial starring musician A R Rahman. The commercial which is currently on air has a beat which also doubles up as a ringtone which is ostensibly available only to AirTel users. But the interesting part is that the ringtone is being flaunted not just by AirTel customers but by customers of rival service providers like BPL, Orange and Dolphin as well! We did expect the tune to catch up but this has really exceeded our expectations, admits Bharti Cellulars chief marketing officer (western region) Pratik Pota. Overall, he explains, it is a great advertising product for AirTel and works like a walking, talking brand ambassador. The ringtone which is also the jingle for AirTels TV commercial, is proving to be a potent advertising tool for the company. It is not very clear what this means for the other cellular operators. Cellular users have been forwarding the tune to one another, which according to Mr Pota, has given AirTel a chance to enter the mind of the user irrespective of which service he opts for. It gives the user a chance to go back to the AirTel product and acts as a strong reminder medium, he explains. Marketing professionals like Samsika Marketing Consultants managing director Jagdeep Kapoor point to the usage of an audio celebrity as something that is significant. The normal practice is to opt for film stars and sportsmen rather than an audio personality he says. Rivals, though seemingly unfazed by the phenomenon, seem to be doing their own homework on this brand of advertising. While none of them commented on AirTels strategy and its impact on their own subscriber base, one advertising professional working with a rival service provider opines that the tune is transient and not likely to have any long term impact as a brand building tool. Being the latest entrant in the Mumbai circle, AirTel has had to find ways of cutting through the clutter. Says Mr. Kapoor, AirTel will have try to find ways to attract new customers and convert the existing ones. Explaining that the usage of an audio celebrity was more strategic than tactical, he adds that non-AirTel users will have the AirTel brand experience inspite of not using the service. While Mr. Pota highlights the fact that the usage of the tune by other operators means free advertising for AirTel and the users having a positive disposition towards the product, the nature of reaction from competition remains unclear.

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TENDULKAR & SHAHRUKH.

Both Tendulkar and King Khan already share the frame for soft drinks major PepsiCo India. Tendulkar is not the first cricketer to endorse Bhartis Airtel brand. Indian captain Saurav Ganguly had done so when Airtel launched its service in the eastern metropolis of Kolkata in 2001. Though company executives were mum on the value of the Tendulkar deal, those in the advertising fraternity peg the signing rate for the three-year deal anywhere between Rs 8 crore and Rs 10 crore. Both Sachin and Shah Rukh are two of the most sought after celeb endorsers in the country, with the former edging out the latter in the celeb endorsement race. The Master Blasters portfolio includes brands like Colgate Pamolive, ESPN-STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adidas and Britannia. The leading brands endorsed by Khan include Hyundai, Pepsi, Airtel, Tag Heuer, Clinic All Clear, Bagpiper and Videocon, among others. According to company executives, the idea of roping in Tendulkar is in line with the groups strategy to connect to the mass market through celeb endorsers from movies, cricket and music. For mass connect, Shah Rukh and Sachin are the best bet as brand endorsers, says a senior company executive. Bharti plans to launch a multimedia campaign targeting its service at the mass market.

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Mission Rural India The present rural India with a substantial improvement in purchasing power presents a growing potential for telecom operators. Indeed rural consumers have become the prime target market for every consumer durable and non-durable like electronics, automobiles, etc. However, these are the areas still characterized by low per capita income, low literacy rates, low level of industrialization, and poor agricultural productivity. These characteristics of rural India limit its capacity for consumption of goods and services. However, with the telecom tariff having come down to the lowest level, there is ample scope for expansion of telecom networks in rural areas. The Telecom Regulatory Authority of India data shows that rural mobile phone connections stood at 39.46 mn as of June 2007. With a total subscriber base of 185 mn in that month, rural subscribers formed a formidable block of 21.31% or over one-fifth of the total mobile user base in India. Rural India, experts say, represents the next big growth opportunity for mobile service operators. Commenting on the data, TRAI chairman Nripendra Misra says that the next phase of mobile phone growth would come from the hinterland. Operators need to roll out infrastructure rapidly in the under-served areas of the country, he adds. Of the next 250 mn users who will go mobile, as many as 100 mn will come from rural India, he says. For rural area penetration, most of the operators follow a varied distribution system. Apart from the traditional three-tier distribution system, service providers to distributors to retailers to operators are now roping in rural distribution channels like the postal department or public distribution system. Likewise, in order to reach out to every prospective customer, Bharti is adopting various routes in varied market segments. They have tie-ups with lowcost handset manufacturers to reach out to the lower-end market segment. They have also tied up with Canteen Stores Department (CSD) to launch Airtel Jai Jawaan prepaid cards for defense personnel. These cards are available across 1,900 CSD outlets in the country, starting from Leh to Kanyakumari, Misamari to Kuchh. Some operators are also inking deals with rural initiatives like ITC's e-Choupal, Haryali Bazaar stores of DCM Sriram, and Godrej's Aadhar stores. Industry sources say, that state-owned BSNL is planning to tie-up with rural co-operative banks to push its service more aggressively. Last, But not the Least The biggest advantage of mobile telephony is that the infrastructure of cell sites is widely shared, unlike wired telephones where a substantial part of the infrastructure is specific to a subscriber. To push costs down, the government must persuade existing operators, with fiscal concession if necessary, to install cell sites and illuminate rural areas fully with mobile signals so that visitors share infrastructure costs with the residents. It must mandate unrestricted roaming among subscribers of different networks, so that infrastructure is not duplicated. Reduction of levies will also help in this regard. The cost of rolling out the mobile network is expected to be less than that of the fixed line. As a consequence, the subsidy the government would need to bear for each rural phone user would be much lower. The secret behind the near doubling of cell connections every year is the falling costs of using the mobile phone; and the increase in the subscriber base. The government would do well, if it takes the mobile lesson seriously and alter the terms of rural tenders.

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Airtel in Odisha
Bharti Airtel, the nation's largest mobile operator, hopes the rural people, youth and small and medium enterprises (SMEs) to be its key growth drivers in Orissa. While the tele-density in the urban areas has increased tremendously, there is vast scope for growth in the rural market, a senior executive of the company said here. We will focus on the rural market as the tele-density in the urban areas has increased significantly. Youth and the SME segment are expected to be the other major contributor to growth in Orissa Deepak Srivastav, Chief Operating Officer (COO) for Orissa, West Bengal and Kolkata, Bharti Airtel said. Talking to the media, he said, of the 3.7 million customer of the company in the state, about 80 percent are rural based. So the company, which enjoys 36 per cent market share in Orissa, now focusing on these areas. Srivastav said, Airtel is empowering the customers to choose for himself any plan whenever and wherever he wants. The recent launch of the Freedom Plan where customers will be charged 1 paisa per second for all local and STD calls to Airtel numbers and 1.20 paise per second for local and STD calls to other network, will make the company more competitive. As the leader in the telecom industry of the country, we are committed to delight our customers through superior network, great customer service and best value for money. Today, our network covers 110 million customers in the country, he added. It has covered about 35,000 villages across Orissa with almost all the census towns being covered under its service. The company has more than 2800 Base Transmission Stations (BTS) in the state.

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OBJECTIVE
The objective of my project report is to study the advertising strategy of AIRTEL Cellular service and its effect on mobile users existing and who are going to use mobile service in future. In other words, my aim is to Study the Advertising Effectiveness of AIRTEL Cellular service. Analyzing the problem faced by rural customers. Collecting the data bases of different age group of customers interested in different types of promotions. Analyse the satisfaction level of customer towards Airtel brand.

Scope of the study:

The study is conducted on AIRTEL users at AIRTEL RELATIONSHIP CENTER. The study is confined to the area of Dhenkanal, Odisha. The size of the sample was: 300

LIMITATIONS

The present study is subjected to following LIMITATIONS.

1. Method of data collection was through personal interview and therefore bias
becomes a major limitation. 2. Due to the time constraints all the customers were not covered.

3. The sample was restricted to 300 customers, which may restrict the scope and
completion of study. 4. The scope of study is restricted only to the city limits of Dhenkanal & the nearby rural areas. 5. Owing to their pre occupation some customers were unable to answer the complete questionnaire.

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Village statistics
Village Name: Bhagbanpur District: Dhenkanal Odisha Population: 1339 Main Occupation: Farming Sex ratio: 8:7 Income: Ranging from 1000 to 10,000 Family Size: 4 to 9 Education: Minimum 5th Pass

Media Habits
Print: Sambad and Dharitri are the 2 newspapers provided and only 8 to 10% of the total population read newspapers. Radio: Does not exist in the village. TV: 70% of the villagers have their own Television sets. Maximum Viewership is of Doordarshan which is 75% (Regional language only).

Issues faced by customers

Affordability The packages at which the connections of these telecoms are provided is seen as a problem by the villagers due to less income. Connectivity: Airtel although in majority, the network connection has gone very poor now, therefore resulting in the purchase of more of Idea Connections, which provides full coverage in the entire village. Conveyance: Need to go till Shyamacharanpur, a nearby village, or to Dhenkanal to get a recharge done. In case of post-paid connections, for the billing they have to go to Dhenkanal.

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DATA SOURCES
Data is collected from both the Primary sources i.e. questionnaire and also from Secondary sources. Primary sources: The primary source of data collection is through questionnaire. The questionnaires are distributed among 300 peoples and their view is recorded and used in analyzing the data Secondary sources: The secondary sources include online sites, magazines, newspapers and templates from AIRTEL distributions centers and AIRTEL Customer Care.

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The total number of respondents was 80.Out of which 24 were female respondents and rests 56 were males.

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The respondents are categorized in three different groups. First group consists of person less than 20 years of age. These are mainly teenagers and are most likely to buy or use new mobile connections. The second group i.e.20-35 years of age are already using one or the other connection. The last group was mainly of somewhat older people and consists of 30% of the total sample.

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The graph shows the % distribution of customers of different service providers .There are some more players in the market but for the shake of clarity, only these six were given consideration. Out of the major six players, Airtel is found to be having the largest market share with 32%.the main competitors to AIRTEL in terms of number of customers are BSNL and Vodafone.

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Popularity of ads of different brands among viewers

The advertisements of Vodafone were found to be more popular among the respondents. Most of them talked about the hutch dog. Similarly the tag line of IDEA an idea can change your life is also very popular. AIRTEL ads are supposed to be more or less centered on emotional factors.

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75% of the respondents said that they like the TV ads more than any other medium of advertisement. The main internet users now a days i.e. youngsters were found to have a liking towards the advertisements used on internet. The housewives and the people older than 3 years like to go through advertisements in newspapers and magazines etc, and also like the advertisements on radio or local FM stations.

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Major portion of the respondents categorized AIRTEL ads as emotional ads. In every advertisement, one or the other facet of the human relations is at the centre. The AIRTEL ads were also considered to be different from the competitors and innovative. Many respondents claimed that the fun part was always missing from the AIRTEL ads.

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Out of all celebrities endorsing AIRTEL, A.R. Rehmaan is most famous among the viewers. Almost every respondent linked the AIRTEL success with the famous TONE composed by Rehmaan. The girls mainly like the advertisements with Saif Ali khan and Shahrukh khan. One of the finding was that using too many celebrities in advertisements is not that much effective. AIRTEL advertisement with seven celebrities including Saif, Kareena, Zaheer khan, Gautam Gambhir is supposed by the viewers as wastage of money.

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60% of the respondents believe that the Celebrity endorsements give a brand a touch of glamour and the hope that a famous face will provide added appeal and name recognition in a crowded market. AIRTEL itself is already using a number of celebrities in its advertisements like shahrukh khan, Saif ali khan,kareena,Sachin,Madhvan etc. so in near future also AIRTEL should move on with celebrity endorsements as viewers give them value and have a liking towards them.

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Major portion of the viewers got the message from the AIRTEL ads as it is a brand that offers services at cheaper price. The ads dont give any hint about the service quality. So AIRTEL should give some consideration to this fact and try to emphasize on the better quality also through the advertisements.

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The claims made in AIRTEL ads are believable??

About 50% of the respondents had this belief that the claims made about the connectivity, voice clarity etc in the AIRTEL ads are true. The major portion of these 50% respondents was actually the AIRTEL users.35% of people suppose these claims as just a part of advertisement and non existing in actual.

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70% of the respondents said that they started using that sim card because of one or other type of scheme. The different types of schemes like-10 paisa call, night calling free etc help the customers make their mind to shift to that particular service provider. The advertisements in general have a very small impact on their decision.

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OVERAL S TIS ACTION LA F

Unsatisfied 5% Excellent 25%

Average 20%

Good 50%

In my survey I found that most of the customers view towards Airtel connections & toppings are Good (50%) & Excellent (25%). But Airtel must take care to cater to unsatisfied customers (5%), if they want to stay at top.

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In my survey I observed that (50%) of the customers are constantly buying connections for the past two years, 35% between 1 to 2 years, 10% between 6months to 1 year and 5% less than 6 months. The survey indicates good consistency level & commitment of the customers.

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CONCLUSION
The conclusion of my study is that AIRTELs Advertising has a major impact its users. People like its schemes very much .AIRTEL had created a very good image on the mind of the new users of cellular service. AIRTEL has adopted a very good strategy by providing a new connection with NOKIA who is market leader in mobile set, many new users buy Nokia sets and they get a free connection of AIRTEL. AIRTEL is successful in capturing the highest market share by adopting Celebrity Endorsement Strategy. A.R. Rehmaans tune for AIRTEL worked as free advertising for AIRTEL as another service user uses it too. Other celebrities like Shahrukh Khan (Bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL. Airtel is facing a steep competition in Dhenkanal Market. It is difficult to maximize the sale as maximum consumers are local business men and they prefer more talk time in their usual tariff. Airtel has a good reputation as a telecom brand in Dhenkanal. People prefer Airtel in Dhenkanal because of its network coverage all over the state including rural areas. Only high tariff cost matters in sales maximization. Competitors selling strategy becoming a biggest problem for sales maximization. Retailer benefit schemes as they achieve the target can push more subscribers and maximize sales. Some retailers bringing in the Vouchers and easy from rural area to Dhenkanal region to get more margins comparatively to urban areas. Retailers are unhappy with Airtels 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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RECOMMENDATIONS
After the complete analysis of entire STUDY we put forward a set of recommendations which are a follows: PRICING Depending on the market conditions / competition from cellular or WLL mobile service providers and also to suit local conditions, there should be flexible pricing mechanism (either at central or local level). IMPROVEMENT IN TECHNOLOGY Airtel should immediately shift to third generation switches by replacing its c-dot switches. This will improve the quality of service to desired level and provide simultaneous integration with the nationwide network. The special distribution of the transmission towers should be increased to avoid no signal pockets ESTABLISHMENT OF DISTRIBUTION CHANNELS Airtel should establish widespread and conspicuous distribution to match that of the competitors. The distribution network shall make the product visible and available at convenient locations. UNTAPPED RURAL MARKET Large part of Indian rural market is still untapped therefore Airtel is required to bring that area under mobility. To ensure better customer satisfaction & maintain higher level of Customer relationship management, the billing department has to be more effective & efficient. To retain existing customers means offering the best scheme. This would automatically attract new customers. Airtel need not spend on advertisement to attract new customers. Airtel should continue to offer the best toppings to stay at the top. There should be no compromise in quality and the network facility.

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DIRECT MARKETING At Grass root level Limited media exposure in the village has led to reduced brand visibility amongst its target. On-ground activities such as visiting homes by the sales men of the company, and making them aware of the brand. Also, the cricket matches that are held on a regular basis at the village could be sponsored by these telecom services. Branding in Melas: Taking advantage of Melas such as Devachi Yatra Japli that happens on a yearly basis, and villagers across Sitara District come together. This can provide as a branding platform for the brand. Contact Gram Sabha: The companies should contact the Gram Sabha with details of his telecom services which he can then further convey to the villagers. Kiosks Service providers should have kiosks in villages to promote their service.

Marketing & Promotions

More Service Providers: Sales have reduced due to lack of service providers within a village. Increasing availability of service providers in each village would help improve sales. Network connectivity, boosters need to be put in. Cheaper Schemes: Introducing cheaper schemes specifically for the rural areas only. Outdoor Advertising: Hoardings in front of shops to increase visibility of the brand. TV Advertising: As Doordarshan enjoys maximum viewership, Airtel should use Doordarshan as a platform by showcasing their ads on it to reach out to maximum consumers in the rural areas. Crossing the Language Barrier Ads should reach the TG in their language. For the same, the regular telecom service advertisements should be dubbed in regional languages. Tie-ups with Cell phone manufacturers Service providers should tie up with cell phone manufacturers such as Nokia. Lowend phones/models with sim cards should be given out through contests and lucky draws to induce user ship. Positioning line 66

Advertising should focus on the connectivity aspect as their USP. E.g.: Airtels first campaign.

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BIBLIOGRAPHY MAGAZINES
Bharti Airtel, Annual Report -2008 Investors presentation, Bharti Airtel Limited, November 2008 Telecommunication Services, Indian Industry: A Monthly Review, CMIE November 2008 Analyst Report Bharti Airtel, Asit C. Mehta Invesment Intermediates Ltd. Telecommunication Sector Report March 2008, CRISIL Indian Telecommunication Sector - August 2007, IBEF Report Next Big Spenders Indian Middle Class, Businessweek

ON-LINE WEBSITE: .
o www.google.co.in o www.airtel com o http://capitaline.com

NEWSPAPERS:
o Times of India (15 Oct 2009- 30 Dec 2009)

BOOKS:
o Marketing Management, Dr. S.L. Varshney and Dr. R.L. Gupta, Third Revised Edition, Sultan Chand and Sons.

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QUESTIONNAIRE
Dear Respondent, I am a student of Institute for Rai Business School, Raipur and doing a research for a study for which I intend to pose a questionnaire to find out impact of the advertisements of some of the big players of Indian telecom sector. Your cooperation is deeply solicited to provide the relevant information. I assure that information will be kept confidential. Please tick at the place that matches your opinion. 1. YOU ARE Male Female

2. Specify your age <20 20-35 35+

3. Which service provider you use Airtel Vodafone Reliance Tata indicom Idea

4. You like mainly ads of which brand Airtel Vodafone Reliance Tata indicom Idea

5. Which type of ads you like most TV commercials 69

Print ads Internet Radio Bill boards

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6. How would you describe Airtel ads in general? Emotional Boring Funny Informative Creative

7. The celebrity you like most in Airtel ads Sachin Shahrukh Rehmaan Saif & kareena

8. Do celebrity endorsements make some difference? Yes No Cant say 9. What message you get from Airtel ads Trying to create brand awareness Cheaper than competitors High quality at lesser price 10. The claims made in Airtel ads are believable Very agree Agree Neutral Disagree Strong disagree

11. You chose a service provider based upon Advertisements Family and friends Any particular service/scheme 71

Connectivity and clarity

12. Do you talk to someone else about Airtel Ads? Always Sometimes Never

(Thanks for Co-operation)

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