1.

1 INTRODUCTION ABOUT THE STUDY

PROMOTIONAL STRATEGIES
Promotion is true that products are manufactured to satisfy the needs of the consumers. But
alone is not enough. Today the responsibility of the manufacturers does not cease with
physical production whatever may be the nature of the product. The present day marketers are
consumer oriented where it is the duty of the manufacturers to know from where, when, how
and what price the products would be available. Successful marketing consists in offering the
right product of the right price of the right place (and time) with right promotion.
In course of time, various activities came into vogue designed particularly to help easy
sale of goods. These activities commonly known as promotional Mix The marketing
communication Mix also called as the Promotion Mix consists of four major tools.
1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling

MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertaken to pass on the message of a product or
sale to the ultimate consumers. Thus, there are three elements in this process.

1.2 OBJECTIVES
To know the customer opinion about tariff rates of Airtel
To know the brand loyalty of Airtel
To know the influencing factors of Airtel
To know the market share of the Airtel
To know the sources of awareness for the customers
To identify the customers satisfaction level regarding the advertisement of Airtel.
To find out the right media for advertising of Airtel in the view of customers.
To know the impact of advertisement on customers and on sales
1

 To find out the customer attitude towards advertisement campaign of Airtel.

1.3 IMPORTANCE / NEED OF THE STUDY:

The purpose of advertising is motivating but to sell something a product, a service or an
AIRTEL. The real objective of advertising is effective communication between producers
and consumers. In other words the ultimate purpose all advertising is Increased awareness
list of the following specific objectives of advertising.

1.4 SOURCES OF DATA

One of the important tools for conducting marketing research is the availability of
necessary and useful data. Data collection is more of art than science the methods of
marketing research are in a way the methods of data collection. The sources of information
fall under two categories.

Internal sources:
Every company has to keep certain records such as accounts, records, reports, etc., these
records provide sample information which can organizations usually keeps collecting in its
working.

External sources:
When internal records are insufficient and required information is not available, the
organizations will have to depend on external sources. The external sources of data are:

Primary data:
Primary data are data gathered for a specific purpose or for a specific research report.
For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper data
collection the questionnaire is divided into 2 sections. Both the sections are meant for the
respondent only.

Secondary data:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history various
products manufacture by its etc.
2

1.5 RESEARCH METHODOLOGY

SURVEY METHOD:
A survey is a complete operation, which requires some technical knowledge survey
methods are mostly personal in character. Surveys are best suited forgetting primary data.
The researcher obtains information from the respondents by interviewing them.

SAMPLING:
It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group should be emanative cross
section and really representative in character. This selection process is called sampling.

SAMPLE SIZE:
Samples are devices for learning about large masses by observing a few individuals. The
selected sample is 25.

Sampling plan:
1. SAMPLING UNIT

-The business people, professionals are survived

2. SAMPLING PROCEDURE

- Stratified random sampling method is chosen.

The data collected from both the primary and secondary sources is tabulated and presented
in a systematic from prior to classification and interpretation.

METHOD OF SAMPLING
RANDOM SAMPLING METHOD
The method adopted here is random sampling method. A random sample is one where each
item in the universe has as equal chance of known opportunity of being selected.

1.6 DATA ANALYSIS TECHNIQUES

QUESTIONNAIRE:
A Questionnaire is carefully completed logical sequence of question directed to a define
objective. It is the out line of what information is required and the framework on which the
data is built upon. Questionnaire is son commonly used in securing market information
that its preparation deserves utmost skill and care.

FORMS OF QUESTIONS:
OPEN ENDED QUESTIONS:
They are descriptive in nature. Respondents are allowed to answer in their own words.
Such questions buying the actual opinion of the respondent regarding a product

CLOSED ENDED QUESTIONS:

They are not descriptive in nature. They will be given certain choices and the respondents
have to choose choice among them. They make analysis easy but sometimes they restrict
the respondents choices.
TYPES OF CLOSED ENDED QUESTIONS:
DICHOTAMS:

a question offering two answers choice.

MULTIPLE CHOICES:

a question offering three choices.

RATING SCALE:

a scale that rates some attributes from poor to excellent.

SCOPE OF THE STUDY

The Scope is limited to one Branch. The scope of the study is to know various promotional
Strategies in Airtel. It is aimed at enlightening the company about different steps to be taken
up to increase the share of Airtel with regard other competitors and also to make the company
to provide better customer services.

1.7 PERIOD OF STUDY

Time taken to this study is 45 days for collection of data and data analysis.

1.8 LIMITATIONS
1.

Time is the main limitation for the study, as project was restricted only for 1 and
half month.

2.

The methods used in this project are random sampling methods and results
obtained may not be accurately fully accurate and believable.

3.

The research has been centered to only hundred dealers of Twin Cities (Hyderabad
& Secundrabad), rather than innumerable dealers dealing with different products of
different brands across the globe.

4.

The analysis is purely based on closed ended questions and due their deliberate
manipulation, important information may be lost and even barriers of
communication would cause a limitation.

5.

The whole project research was confined to only Twin Cities (Hyderabad &
Secundrabad).

6.

The research was done with the help of employees of the organization for some of
the dealers and their barriers of communication or way to represent the topic would
differ and actual information would be lost.

7.

The dealers responded during the survey were possessing primary education and
their views would not be able to provide the required information.

2.1 INTRODUCTION
Bharti Telesoft, the telecom and e-commerce venture of Bharti Enterprises, India has
maintained a very close track on technology and new services to help its customers and
partners thrive on change. Bharti Telesoft is an Indian software company with a clear
distinction. As part of India's largest telecom group, it is uniquely able to harness rich domain
experience to the customer's benefit. Instead of being an IT company providing telecom
solutions, we pride ourselves in being just the opposite!
Bharti Telesoft is fast on the way to attaining a position of leadership in the IT world, through
its clear focus on telecom, backed by rich domain expertise. The company has one of the best
development facilities in the country, and has offices in India, United States and United
Kingdom.

"As we spread wings to expand our capabilities and explore new horizons, the fundamental
focus remains unchanged: seek out the best technology in the world and put it at the service
of our ultimate user: our customer."

Sunil Bharti Mittal (Group Chairman and Managing Director)

About Bharti Airtel Limited:
Bharti Airtel Limited, a group company of Bharti Enterprises, is Indias leading
integrated telecom services provider with an aggregate of 62 million customers.
Bharti Airtel has been rated among the best performing Companies in the world in the
Business Week IT 100. Bharti Airtel is Structured into three strategic business units
Mobile services, Broadband& Telephone (B&T) services and Enterprise services.
The mobile business Provides mobile & fixed wireless services using GSM
technology across 23Telecom circles. The B&T business provides broadband
& telephone Services in 94 cities. The Enterprise services provide end-to-end
telecom Solutions to corporate customers and national & international long distance
Services to carriers. All these services are provided under the Airtel brand. Airtels
high-speed optic fiber network currently spans over 53,000 kms Covering all the
major cities in the country. The company has two International landing stations in
Chennai that connects two submarine cables Systems - i2i to Singapore and SEAME-WE-4 to Europe

Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world-class products and services.
Established in 1985, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit, ranging from being the first mobile service
in Delhi, first private basic telephone service provider in the country, first Indian
company to provide comprehensive telecom services outside India in Seychelles and
first private sector service provider to launch National Long Distance Services in
India. As of October 31, 2004, Bharti had approximately 9.83 million total
customers nearly 9.06 million mobile and 776,000 fixed line customers.
Its services sector businesses include mobile operations in Andhra Pradesh, Chennai,
Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya
Pradesh circle, Maharashtra circle, Mumbai, Punjab, Rajasthan, Tamil Nadu, Uttar
Pradesh (East) circle, Uttar Pradesh (West) circle and Jammu & Kashmir. In
7

addition, it also has fixed-line operations in the states of Madhya Pradesh and
Chhattisgarh, Haryana, Delhi, Karnataka and Tamil Nadu and nationwide broadband
and long distance networks.
Bharti has recently launched national long distance services by offering data
transmission services and voice transmission services for calls originating and
terminating on most of India's mobile networks.
The Company is also implementing a submarine cable project connecting ChennaiSingapore for providing international bandwidth.
Bharti Cellular Limited
Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai
(Metro), UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP
The company offers services under the brand name "AirTel".
Technology Partners:
AirTel has been immeasurably strengthened by its partnership with British
Telecom U.K. and Telecom Italia of Italy. AirTel services are in technical alliance
with Ericsson, has provided AirTel subscribers with a truly world class network.
Bharti Mobile Limited
Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab
under the brand name "Airtel".

Promoters:
Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.

Technology Partners:
AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the
telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti
Enterprises India.
The Bharti Enterprises, established in 1976, is today a multifaceted
8

organization and a leading group involved in the manufacturing and the services
sector. Its key focus is on the marketing and operations of a comprehensive range of
telecom services in addition to the Healthcare sector.
Launch of Services: Karnataka: AirTel launched its services in Karnataka on May
13, 2000. The services in Punjab started in February 2002.
AirTel is brought by Bharti Enterprises, India's leading telecom
conglomerate, through its company, Bharti Mobile Limited. Bharti Enterprises has
revolutionized Indian telecommunications with its world-class products and
services.
Pre-paid Card:
The pre-paid card "Magic" is a nationwide brand.

Bharti Mobinet Limited

Service Area: Chennai (Metro)
Brand Name: Air Tel

Bharti Mobitel Limited

Service Area: Kolkata (Metro)
Brand Name: Air Tel
Bharti Mobitel is the cellular licensee for the Kolkata Metro.
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 has many joint ventures with world
leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden;
Asian infrastructure find, Mauritius; International Finance Corporation, USA and
New York Life International, USA.
Bharti provides a range of telecom services, which include Cellular, Basic,
9

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.

Pre-paid Services:
The company operates its pre-paid service under the brand name "Magic".

Bharti Telenet Limited

Service Area : Himachal Pradesh
Brand Name: Air Tel

2.2 OBJECTIVES OF THE COMPANY

To undertake transformational projects that has a positive impact on the

society and contribute to the nation building process.

To Diversify into new businesses in agriculture, financial services and retail

business with world-class partners

To lay the foundation for building a conglomerate of future

2.3 VISION-MISSION STATEMENT

2.3.1 VISION

By 2015 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

To build India's finest business conglomerate by 2020

Supporting education of underprivileged children through Bharti Foundation

Strategic Intent:

To create a conglomerate of the future by bringing about Big Transformations

through Brave Actions.

10

2.3.2 MISSION

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

We will meet global standards for telecom services that delight customers
through:
Customer Service Focus
Empowered Employees
Cost Efficiency
Unified Messaging Solutions
Innovative products and services
Error- free service delivery

2.4 Board of Directors

The Board of Directors of the Company has an optimum mix of Executive and NonExecutive Directors, which consists of three Executive and fifteen Non-Executive Directors.
The Chairman and managing director, Mr. Sunil Bharthi mittal, is an executive Director and
the nuber of Independent Directors on the Board is 50% of total Board strength the
independence of a Director is determined on the basis such that director does not have any
material pecuniary relationship with the company, its promoters or its Management, which
may effect the independence of the judgment of a Director. The Board members possess
requisite skills, experience and expertise required to take decisions,which are in best interest
of the Company.
The composition of the Board is as under:
Sunil Bharti Mittal
Rajan Bharti Mittal
Akhil Gupta
Rakesh Bharti Mittal
Chua Sock Koong
11

 N. Kumar
Kurt Hellstorm
Donald Cameron
Paul OSullivan
Professor V.S. Raju
Pulak Chandan Prasad
Bashir Abdullah Currimjee
Gavin Darby
Syeda Imam
Ajay Lal
York Chye Chang
Paul Donovan
Arun Bharat Ram

Management Structure

The group has been structured to create functional and operational specialization with a linear
12

vision of business lines and functional areas.

The Company is headed by Chairman and Group Managing Director- Sunil Bharti Mittal
who is assisted by two Joint Managing Directors- Akhil Gupta and Rajan Bharti Mittal. The
Company also has two Presidents- President Mobile Services and President Infotel Services,
this responsibility includes Fixed-line, Long Distance and Broadband Services. The
Presidents report to the Group Chairman and Managing Director. The head of units and SBUs
report to the respective business's President.
An apex team of Corporate Directors has been constituted. The corporate directors have
supervisory and strategic responsibilities for functional areas across business lines. The
directors oversee functional areas including Business Development, Human Resources,
Marketing, Corporate Communication, IT & Technology, Finance, Legal, Corporate Affairs,
Corporate Strategy & Planning and Supervisory Director cum Chief Mentor - mobility.

The organization structure is designed to ensure that identical businesses are run along
similar lines and best resources in any functional field, be tapped to serve the best interests of
the entire group.
The structure also defines the role of the Head of the units who are totally empowered to
manage their respective companies and are fully responsible for business operations to build
world-class organizations with a high degree of customer focus.
BOARD OF DIRECTORS
MR. SUNIL BHARTI MITTAL
MR. RAKESH BHARTI MITTAL
MR. RAJAN BHARTI MITTAL

13

Organisation Structure:

14

CORPORATE STRUCTURE
1. Group structure

15

Bharti Teletech, the manufacturing arm of Bharti Enterprises, with an installed capacity of 5
million telephone sets per annum, is India's leading manufacturer of high quality telephones.
Today Bharti Teletech is the major PTT supplier in South Asia. It has ISO 9002 accreditation
and also an OEM for Sprint Corporation and Siemens. Its range of products marketed under
the brand name Beetel constitutes a 30% market share in India thereby making it the market
leader in the domestic market.
Bharti Teletech has also found a growing market in Russia, Singapore, Sri Lanka, Romania,
Bahrain, Qatar, Jordan, Dubai, Yemen, Oman, Uganda, Nigeria, Tanzania, Seychelles,
Zimbabwe, South Africa and USA.

Services and Accomplishments

The largest private sector integrated telecommunications services group in

India in terms of the number of customers.

Largest Mobile footprint in India, covering 18 of the 23 licensed areas.

Proven track record of managing growth - both organic as well as by way of

acquisitions.

First and largest private telecommunications services company offering

fixed-line services in India.

Existing foreign shareholders have acquired direct and indirect equity

interests in the Company for a total consideration exceeding US$1 billion.

First private telecommunications company to launch long distance services.

16

First off the block to launch fixed-line services in all the four circles of
Delhi, Haryana, Karnataka and Tamil Nadu.

2.5 PRODUCT MIX

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.
17

PROMOTIONAL ACCTIVITIES

Large scale print and video advertising.

Big celebrities like SRK and Sachin are roped in to endorse the product.

In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps
the most downloaded tune in India.

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

"Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan.

Executives corporate plan(First to give prepaid in this category).

Special discounts in calling rates & sms services.

Providing wallpapers and screensavers on website.

2.6 PERFORMANCE OF THE COMPANY

Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened.

It has managed to hold on to its leadership position inspite of the presence of other
players with deep pockets Ambanis, Tatas, Birlas and Vodafone.

Has coped well with regulatory changes.

Continues to attract and delight customers

18

19

2.7 Awards and Recognitions

2010-11
AIRTEL has won the Most Preferred Cellular Service Provider Brand award at the
CNBC Awaaz Consumer Awards in Mumbai. This is 6th year in a row that AIRTEL
has won the award in this category. This year, the awards were based on an exhaustive
consumer survey done by The Nielsen Company. Over 3,000 consumers, spanning 19
cities and 16 states in India, rated brands across different categories to choose brands
which delivered true value for money.
Bharti AIRTEL has received the prestigious Business world-FICCI-SEDF Corporate
Social Responsibility Award 2009-2010. The FICCI Socio Economic Development
Foundation (FICCI-SEDF) and Business world CSR award was instituted in 1999 to
recognize exemplary responsible business practices by the Indian industry.
2009-10
Bharti AIRTEL rated as Indias Best Enterprise Connectivity Provider for 2009 at the
Annual Users Choice Awards instituted by PC Quest.
Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009
at the Telecoms World Awards Middle East by Terrapin.

AIRTEL was rated as the Strongest Brand in the Economic Times Brand Finance
Brand Power Rating 2009. It is the only Corporate Brand to be awarded the AAA
rating
Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for
Excellence in Public Administration, Academics and Management.
AIRTEL ranked second in the Economic Times-Brand Equity Most Trusted Brand
2009.
20

 Bharti AIRTEL ranked Indias second most valuable company, by Business Today in
2009.
Bharti AIRTEL listed in Forbes Asias Fabulous 50 companies, 2009 on number sixth
position.
Bharti AIRTEL was recognized as the Service Provider of the Year and Wireless
Service Provider of the Year at the Frost & Sullivan Asia Pacific ICT Awards 2009.
Bharti AIRTEL bagged the Best Carrier India Award and the Ovum TelcoTransformation Award at the Telecom Asia Awards 2009.

Bharti AIRTEL was ranked sixth among the top 100 best performing technology
companies in the world, compiled by Business Week for the year 2009. The company
is placed ahead of global technology leaders like Apple (19), Microsoft (22) and
Google (37) in this exclusive list.
Sunil Mittal received the Madras Management Association (MMA) Business
Leadership Award for 2008-09 for revolutionising Indian telecom.
Bharti AIRTEL was selected as one of the top 10 winners of the IDC Enterprise
Innovation IT Awards 2009 across APAC region for its BSS Transformation Project.
Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany).
Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the
University of Leeds, UK.
Bharti AIRTEL received the Best Content Service Award for the AIRTEL-IFFCO
Farmer Information Dissemination Platform at the World Communications Awards in
London.

21

 Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009 at
the Telecoms World Awards Middle East. Telecoms World is one of the flagship annual
awards by Terrapin, one of the leading business media organizations for international
telecom carriers and service providers.

Bharti AIRTELs low cost computing device AIRTEL Net PC was recognized by
Hindustan Times as one of the Top 9 Best Tech Products of 2009.
Bharti AIRTEL has been ranked among six best performing technology companies in
the world by Business Week. Bharti AIRTEL was awarded the Most Preferred
Cellular Service Provider Award at the CNBC Awaaz Consumer Awards 2009.

Bharti AIRTEL has been awarded the NDTV Profit Business Leadership Award
2009 in the Telecom Sector. NDTV Profit Business Leadership Awards have been
instituted to award organizational excellence. The awards promise to acknowledge the
best, the brightest and the most dynamic of Indian organizations that have emerged
leaders in their respective verticals.
Bharti AIRTEL bagged top honours in the Voice & Data 100 Survey, winning five of
the Voice & Data Telecom Awards 2009. Bharti AIRTEL was named the Top
Telecom Services Provider of the Year 2009. Manoj Kohli, CEO and Joint MD of
bharti AIRTEL, was named the Voice & Data Telecom Person of the Year 2009. The
Awards also named bharti AIRTEL, the Top VSAT Player 2009, the Top NLD Player
2009 and Top Cellular Services Provider 2009.
Bharti AIRTEL has recently won multiple recognitions in the field of Information
Technology such as Spamhaus Group Whitehat Network Star, Security Strategist
Award (Technology Senate 2009), Intelligent Enterprise Award (Technology Senate
2009) & CIO hall of fame.

22

2008-09
Winner of the "Gallup Great Workplace Award"- Gallup Consulting, 2008.
"2nd Most Trusted Service Brand" - Annual Economic Times-Brand Equity, Most
Trusted Brands survey 2008.
'Best Content Service Award' for its Farmer Information Dissemination Platform for
bharti AIRTELs joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World
Communications Awards 2008.
Best Project Management' Award for its Gujarat e-GRAM project - World
Communications Awards 2008.
"Best Telecom Company" at the NDTV Profit Business Leadership Awards.
Best Carrier India for innovative products & services and efficient cost models and
the Ovum Telco-Transformation award recognizing philosophy and execution of a
successful outsourcing strategy at the Telecom Asia Awards 2008.
Sunil Bharti Mittal was awarded the GSM Association Chairmans Award 2008. The
highest honor in global telecom sector, recognized his tremendous contribution to the
development of India's telecom sector.
Sunil Bharti Mittal adjudged the Business Leader Transforming India, 2008" at the
NDTV Profit Business Leadership Awards.

23

2.8 FUTURE STRATEGIES

Translate its expertise in Indian markets to other emerging economies.

This could call for acquisitions globally.

Technology leadership is a must Airtel must ensure that its reliance on GSM
technology does not render it obsolete.

Indian market inspire of being the worlds largest is still not matured. Opportunities
abound in the hinterland which must be exploited.

MARKET LEADERSHIP STRATEGIES

Segmentation

Long Term Outlook

Product Innovation

Quality Strategy

Heavy Advertising & Media Pioneer

Effective Sales Promotion

Competitive Toughness

Customer care

FUTURE STRATEGIES TO RETAIN ITS MARKET SHARE

New tariff plans.

More value added services.

Increase in visibility and coverage

The AirTel - AirTel advantage

New innovative packages

More of the e-factor

24

BUSINESS STRENGTHS

Current high market share

Brand image

Brand equity

Production capacity

Corporate image

Profit margins relative to competitors

R & D performance

Managerial personal

Promotional effectiveness

Market share.

Pan India Footprint.

The only operator in India other than VSNL having

International submarine cables.

Customer care.

Promotions.

STRATEGY

Airtel partnered with leading players in telecommunication players across the globe.

It has managed to work with the best of domain specialists globally and emerge as a
world class entity.

Partnerships include operational contracts with marquee vendors and strategic

investors ranging from private equity investors to global telecom giants.

BRAND POSITIONING

Became the 1st Indian company to win the Best Bottom Line IT & Best Knowledge
Management awards by defeating companies such as ONGC, Birla Corp., the Tatas
& Reliance at Asian level.

Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin.

Airtel is transforming itself fully into a Service Led Brand.

25

3.1. PROMOTIONAL STRATEGIES

Promotion is true that products are manufactured to satisfy the needs of the
consumers. But alone is not enough. Today the responsibility of the manufacturers does not
cease with physical production whatever may be the nature of the product. the present day
marketers are consumer oriented where it is the duty of the manufacturers to know from
where, when ,how and what price the products would be available. Successful marketing
consists in offering the right product of the right price of the right place (and time) with right
promotion.
In course of time, various activities came into vague designed particularly to help easy
sale of goods. These activities commonly known as promotional Mix. The marketing
communication Mix also called as the Promotion Mix consists of four major tools.
1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling
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

BhartiTele-Ventures

Limited

(Bharti), Bharat

Sanchar Nigam Limited (BSNL),Hutchinson-Essar limited (Hutch), Idea Cellular limited

(Idea) and Reliance India Mobile (RIM) (Refer Exhibit I).
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
26

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.

MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertaken to pass on the message of a
product or sale to the ultimate consumers. Thus, there are three elements in this process.

3.2. IMPORTANCE OF ADVERTISING:

The purpose of advertising is motivating but to sell something a product, a service or
an AIRTEL. The real objective of advertising is effective communication between producers
and consumers. In other words the ultimate purpose all advertising is Increased awareness
list of the following specific objectives of advertising.
To make on immediate AIRTEL
To build primary demand
To introduce a price deal
To inform about a products availability
To increase market share
To help salesman by building on awareness of a product among retailers
To increase the frequency use of a product
To build overall company image
To build brand recognition

27

3.3 PERSONAL SELLING

The

process

of

selling

is

ensured

by

personal

selling

supposed

by advertising and sales promotion. Of these three methods personal selling occupies the
predominant role mainly because of the personal element involves. It may be described as a
personal source rendered to the community in connection with marketing of goods. It is a
marketing process with which consumers are personally persuaded to by goods and services
offered by a manufacturer. The most powerful element in the promotional mix is salesman
ship, is not something very new. Even centenaries ago salesman ship was practiced in Greece
and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use modern
technique of selling.

Features:
1.

It helps to establish a cordial and abiding relationship between the organization and its
customers.

2.

It is a creative art. It creates wants a new.

3.

It is a science, in the sense that One human mind influences another human mind.

4.

Personal selling imparts knowledge and technical assistance to the consumers.

PROMOTIONAL STRATEGIES
Promotional Strategies includes all those functions which have to do with the
marketing of a product all other activities designed to increase and expand the market. But it
is clearly distinguished from advertising and personal selling, through basic aim or all the
three is one and the same viz., to increase the volume of sales.
Sales Promotion:

Contests, Games

Sweep stakes, Lotteries

Premiums

Sampling

Fairs and Trade shows

Exhibits

Demonstrators
28

Couponing

Rebates

Low interest Financing

Entertainment

Trade in allowances

Trade stamps

Sales promotion in a specific sense refers to those sales activities that supplement
both personal selling and advertising and co-ordination ate them and help to make them
effective, such as displays, shows and expositions, demonstrations and other non recurrent
selling efforts not in the ordinary routine.
In a general sense the sales promotion includes personal selling, advertising and
supplementary selling activities.
Evaluation of Promotional strategies:
Two decades ago, there was no agreement among the marketing people that there was
a separate sales promotion function. In those days, promotion was a share- run to gain a
short run good. The importance of sales promotion is modern marketing has increased
mainly an account of its ability in promoting sales and preparing the ground for future
expansion. The main objective of sales promotion is to attract the prospective buyer towards
the product.

ABOUT AIRTEL
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. 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 has many joint ventures with world leaders
like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure
find, Mauritius; International Finance Corporation, USA and New York Life International,
USA.
29

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 15 states covering all four
metros. It has over four million satisfied customers.
So come explore the making of the brand which touches the lives of 600 million people
across 16 states of India. From the meaning of our logo to downloadable goodies for your
computer, it's all here

3.4 BRAND&ADVERTISING:
For a brand to be successful, it must build enduring relationships with its different audiences.
Integral to this relationship is the visual image of the brand the consumer carries in his/her
mind. The Airtel brand image is created through the consistent application of a carefully
developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's
visual identity helps create instant brand recall and strengthens the relationships that its
audiences have with it.
The Airtel visual identity has different elements that work together to create a strong and
consistent identity for the brand. The most important of these are:
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always
ahead of the rest. It is a specially drawn word mark.
AIRTEL LOGO

The Airtel logo is a strong, contemporary and confident symbol for a brand that is
always ahead of the rest. It is a specially drawn word mark.

The Airtel Image style

The Airtel Typographical style

The Airtel Color Palette

30

The Airtel Image style

It incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's
leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.. The
words 'Express Yourself' are very much part of the brand identity.
The Airtel Color Palette
The lettering is grey so that the pure black of Airtel is visually unharmed.

3.5 PUBLICITY
The publicity is derived as Any form of commercially significant news about a
product, and institution, a service, or a person published I a space or radio i.e. not paid for by
the sponsor. In short advertisement is paid form of publicity. It is to be noted here that
though the terms ADVERTISING AND Publicity or differences in the field of marketing,
both are used interchangeably.
The media are broadly classified into direct indirect. Direct method of advertising
refers to such methods used by the advertiser with which he could establish a direct contact
with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc.
31

Press Publicity:
This remains the most popular method of publicity to day. News papers and magazines
have become a part of cultural and political life of the people. Now press publicity takes two
forms.
(a)

News Papers

(b)

Magazines

(A) New papers :

The abbreviation for news papers is North. East, West, South past and present event report.
News papers are bought largely for their news value. As such they are appropriate for
announcing new products and new development of existing products. Because of their
frequency of publication, they are also well suited to opportunity makers, the various
advantages may be summed up as follows:

They reach nook and corner, so their coverage is high.

High frequency enables speedy preparation and publication of advertisement.

News papers offer a lot of flexibility. According to the convenience and necessity of
the advertises the shape and size of advertisement could be changed.

Advertising in news papers is a cheap method of advertising from the company point
of view.

The news papers advertising sponsor four kinds of advertising

Classified advertisement EX : House for sale etc.,

General advertisement

Teaser advertisement

News type advertisement

32

(B)

Magazines:

Another media under press publicity is magazines, and journals. They also offer good
facility because magazines are read leisurely when the reader mentally prepared to receive the
advertisement.
Magazines are periodicals (periodicals of publication is regular) but different from news
papers in two respects. One is that it pre-selects, its readership through the nature its content:
as mentioned above they are read leisurely magazines, as a group may be subdivided from the
point of view of advertisers as follows :

Kinds of out-door publicity:

Rural Advertising:
It refers to posters which are often posted on walls. The size of such poster would be
big and might contain pictures etc. It is often found in cinema advertising.

Advertisement boards:
These advertisement or posters but are kept at certain fixed places especially at points.
Where people frequently assemble bus stages, railway stations etc., offer good places for this
kind of advertising.

Vehicular Advertising:
This refers to moving advertisements. These advertisement on moving vehicle such as
buses and railway trains offer examples of this. This type of advertising has such a very large
circulation and is considered to be very effective.

33

Mobile Division
Overview
Bharti Tele-Ventures vision for its mobile business is To make mobile communications a
way of life and be the customers first choice.
The mission is to meet the mobile communication needs of the customer through 1) error free
service 2) Innovative products and services and 3) cost efficiency. The Companys strategic
objective is to consolidate its leadership position amongst the mobile service providers in
India.
The Indian mobile market, according to the COAI, has increased from approximately 1.2
million subscribers as of March 31, 1999 to approximately 34.77 million subscribers as of
October 31, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 3.4% as of
October 31, 2004, is significantly lower than the average mobile penetration rate in other
Asian and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the next
four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.
Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
grow rapidly as a result of the following factors:
Lower tariffs and handset prices over time;
Growth in pre-paid customer category;
Greater economic growth and continued development of India's economy;
Higher quality mobile networks and services; and
Greater variety and usage of value added services.

34

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all
the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of October 31, 2004, approximately 96% of India's total mobile subscriber market resided
in the Company's nineteen mobile circles, which collectively covered only 56% of India's
land mass.
Bharti Healthcare

The corporate ethos of providing the best to our customers carries extra relevance when it
comes to healthcare products. One sector where quality implies the saving of lives and the
promotion of healthy living. Offering quality support to the pharmaceutical industry, Bharti
Healthcare has been engaged in the manufacture of empty hard Gelatine capsules since 1982.

35

1. Who are the different Customers who prefer to purchase AIRTEL?

Table 4.1: Preferring To Purchase AIRTEL.

FACTORS

NO.OF RESPONDENTS

PERCENTAGE

EMPLOYEES

15

30%

BUSINESS PERSONNEL

26

52%

PROFESSION

6%

STUDENTS

12%

50

100%

TOTAL

Source: Primary Data using Questionnaire.

Graph 1: Preferring To Purchase AIRTEL

36

Interpretation: According to my survey, it can be seen from the above table that
indicates Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%) and Students
FACTORS

NO.OF RESPONDENTS

PERCENTAGE

FRIENDS

11

22%

ADVERTISEMENTS

10

20%

GOODWILL/FAME

14

28%

PERSONAL CHOICE

15

30%

TOTAL
purchase AIRTEL.

50

100%

6
(12%),
prefer
to

2. Who influenced you to take Airtel connection?

Table 4.2: INFLUENCING FACTORS TO PURCHASE AIRTEL

Source: Primary Data using Questionnaire.

GRAPH 2:
BAR GRAPH REPRESENTING THE INFLUENCING FACTORS TO PURCHASE
AIRTEL

37

Blue Pie Graph representing influencing factors to purchase of AIRTEL

Interpretation: As per my survey, the above table reflects that Friends 11 (22%),
Advertisements 10 (20%), and Goodwill/Fame 14 (28%), Personal Choice 15 (30%) is the
factors influencing to purchase of AIRTEL.

3. Are You Satisfied with Airtel Rental Plans Price?

Table 4.3: LEVEL OF SATISFACTION OF CUSTOMER IN VIEW OF PRICE

38

ATTRIBUTES

Data

NO.OF
RESPONDENTS

PERCENTAGE

VERY GOOD

10%

GOOD

20

40%

Source:

AVERAGE

19

38%

Primary

SATISFACTORY

12%

using

50

100%

TOTAL

Questionnaire.
Graph 3: PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF
SATISFACTION OF CONSUMERS IN VIEW OF PRICE

Interpretation: The following table indicates the level of satisfaction of consumers towards
the purchase of AIRTEL.

39

4. Are Satisfied With Services Of Airtel?

Table 4.4: SERVICES OF AIRTEL TO THE CUSTOMERS
Attributes
Very Good
Good
Average
Not Satisfied
Total

No. of Respondents
10
21
16
3
100

Percentage
20%
42%
32%
6%
100%

Source: Primary Data using Questionnaire.

GRAPH 4:
THE FLOATING GRAPH REPRESENTING SERVICES OF AIRTEL TO THE
CONSUMERS

Interpretation: The Floating Graph Representing Services of Airtel to the Consumers.

5. Which of the connection that you most prefer by advertisements?

TABLE 4.5: THE BRAND PREFERED BY THE CUSTOMER:
40

S.NO

Options
1.
Airtel
2.
BSNL
3.
VODAFONE
4.
IDEA
Total
Source: Primary Data using Questionnaire.

No. of respondents
30
20
15
10
75

Percentage
40
27
21
12
100

Graph 5: THE BRAND PREFERED BY THE CUSTOMER

Interpretation:
From the above table it observe red that 40% of respondents are welcomed with the
Airtel subscription.
27% of respondents prefer the BSNL.
21% of the respondents are preferred to VODAFONE.
12% of respondents are preferred to IDEA.

6. What are the Reasons for preference of Airtel Brand?

TABLE 4.6: REASONS FOR PREFERRING AIRTEL:
SL.NO

OPTIONS

NO.OF RESPONDENTSPERCENTAGE
41

1.
2.
3
4

Quality
Brand name
Tariff
Others

Total

26
24
16
9

35
32
21
12

75

100

Source: Primary Data using Questionnaire.

GRAPH 6:
i

Reasons for preferring

40
35
30
25
20
15
10
5
0

35

Airtel

32
21
12

Quality

Brand name

Tarief

Others

Interpretation:
From the above table we can observe that 35% of respondents select the brand for quality.
32% of them prefer due to brand name.
21% of them due tariff plans.
12% of them select due to package, schemes etc.

Most of respondents preferring the quality of the Airtel.

7. Are you ready to Purchase Airtel Sim?

Table 4.7: Preference rate of customers for purchasing Airtel Sims:
Sl.no
1

Options
Yes

No. of respondents
51
42

Percentage
68

No
Total
Source: Primary Data using Questionnaire.

24
75

32
100

Graph 7: Are you ready to Purchased Airtel Sim?

Interpretation:
From the above table we can observe that 68% of respondents are ready to buy the Airtel
sims.
32% of respondents are saying to buy the Airtel.

Most of the customers are ready to buy the Airtel.

8. What are the Influencing factors for purchasing Airtel Sim Cards?
Table 4.8: Influencing factors for purchasing Airtel Sim Cards:
Sl.no

Options

No. of respondents
43

Percentage

1
2
3
4

Advertisement
Dealers
Friends
Family
Total
Source: Primary Data using Questionnaire.

22
28
15
10
75

29
38
20
13
100

Graph 8

Factors Influencing for purchase of

AIRTEL
38

40
35
30
25
20
15
10
5
0

29
20

Fa
m
ily

nd
s
Fr
ie

D
ea
le
rs

Ad
ve

rti
s

em

en
t

13

Interpretation:
From the above table it refers that 38% of respondents are influenced through the
Dealers.
29% of respondents are influenced through the Advertisement
20% of respondents are influenced through the Friends
13% of respondents are influenced through Family.

09) Rate of purchasing Airtel through Advertisement?

TABLE4.9: Rate of Influence through Advertisement?
Sl.no
1
2
3
4

Options

No. of respondents

Very much influenced

Some what
Not influenced
Not at all
44

10
35
20
10

percentage
13
28
26
13

Total
Source: Primary Data using Questionnaire.

75

100

Graph 9:

Interpretation:
From the above table determines that 28% of respondents
Are somewhat influenced.
26% of respondents were not influenced.
13% of respondents were Very much influenced.
13% of respondents were Not at all influenced.
Most of the respondents are somewhat influenced to buy by Advertisement effect.

10) What are the satisfaction levels of Airtel Advertisement?

TABLE 4.10: Satisfaction Level of Advertisement
Sl.no
1
2
3
4

Options
Very much satisfied
Some what satisfied
Not satisfied
Not at all

No. of respondents
10
35
20
10
45

percentage
13
28
26
13

Total
75
Source: Data collected through Primary Data using Questionnaire.

100

Graph 10:

Interpretation:
From the above table we can observer that 28%of respondents are Some what satisfied
with Advertisement.
26% of them are not satisfied with Advertisement
13% of respondents are very much satisfied.
13%of them are not at all satisfied.
Most of the customers are some extent satisfied with Advertisement.

11) Which type of advertising channel is best to reach todays customer?

TABLE 4.11: Customer Opinion on Media and Telecommunication
SL.NO

Options
1.
Electronic media
2.
Print media
3
Magazines
4.
Hoardings
Total
Source: Primary Data using Questionnaire.

No. of respondents
30
10
10
25
75
46

percentage
40
13
13
34
100

Graph 11:

Customer opinion on Media and Telecommunication

50

40

40

34

30
20

13

13

10
0
Electronic
media

Print media

Magazines

Hoardings

Interpretation:
From the above table it found that 40% of respondents are opined the Electronic media
for Advertising of telecom companies.
34% of respondents they go for Hoardings.
13% of respondents prefer Print media.
13% of respondents prefer the magazines.
At most of the respondents are preferred to Electronic media.

12) Do you prefer the Outdoor Media?

TABLE 4.12: AIRTEL ADVERTISING THROUGH OUTDOOR MEDIA
SL.NO

Options
1.
2.

Yes
No
Total
Source: Primary Data using Questionnaire.

No. of respondents
54
21
75

Graph 12: ADVERTISING THROUGH OUTDOOR MEDIA

47

Percentage
68
32
100

Interpretation:
From the above table illustrates the preference of the customers for Outdoor
Advertising of Airtel.
68% of respondents answered YES.
Whereas 32% said NO for out door Media.
It shows us that most of the customers prefer the Outdoor Media.

13) Do you feel whether it is sufficient to do advertise through Outdoor?

Table 4.13: SUFFICENCY RATE OF ADVERTISING THROUGH OUTDOOR
Sl.no

Options

1.

No. of respondents

Very much

2.
3.
4.

Some what
Not Sufficient
Not At all
Total
Source: Primary Data using Questionnaire.
48

Percentage

28

37

22
14
11
75

29
19
15
100

Graph 13:

Interpretation:
From the above table it informs that 37% of respondents feel that is very much
Sufficient to do Advertise through Outdoor Media.
29% of respondents are feel it is Some what Sufficient.
19% of respondents feel that is not sufficient.
15% of respondents feel it is Not at all sufficient for Outdoor media.
Most of the respondents are agreed with the Outdoor Media.

14) According to you will outdoor Advertisement Influence the customers?

TABLE 4.14: INFLUENCE THROUGH THE OUTDOOR MEDIA
Sl.no
1.
2.
3.

Opinion
Very much
Some what
Not influence

No. of respondents
32
21
12
49

Percentage
43
28
16

4.

Not at all
Total
Source: Primary Data using Questionnaire.

10
75

13
100

Graph 14:

Interpretation:
From the above table it is observed that 43% of respondents are very much
influenced through outdoor media.
28% of respondents are somewhat influenced.
16% of respondents are not influenced.
13% of respondents are feeling not at all influenced by Outdoor media.

15) According to you which is the best Advertise form from the following one?
TABLE 15: LOCATION OF AIRTEL COMPANY ADVERTISEMENT
50

Sl.no
1.
2.
3.
4.

Options
Hoardings
Advt on walls
Advt on Buses
Others
Total
Source: Primary Data using Questionnaire.

No. of respondents
38
21
12
04
75

Percentage
51
28
15
06
100

GRAPH 15:

Location of Airtel
Advertisement
60
50

51

40

28

30

15

20

10
0
Hoardings Adv on wallsAdv on Buses

Others

Interpretation:
From the above table 51% of respondents saw the Advertisement of Airtel telecom on
Hoardings.
28% of respondents are seen on Walls.
15% of respondents are saw ion the Buses.
06% of respondents are saying they saw Advertisement on others like Magazines,
Flex-boards.
Most of the respondents are going through the advertisement of Airtel by hoardings

FINDINGS
The company is advertisement is not fair and is not reaching to all people.
The advertisement is difficult to understand.
51

 AIRTEL is not concentrating on the promotional activities for the customers and for
the retailers.
AIRTEL is not giving gifts for the customers.
The company is not concentrating on other types of advertising media.
The package design is not communicative and eye catching, so package design and
color have to blend harmoniously to make the package communication effective.
Network is not reaching to rural villages.
Talk time is very less in Prepaid Cards.
The company is not conducting road shows so as to get awareness in the public about
the product and services.
Improve the marketing personnel and they should give full knowledge to the
customers and retailers.
AIRTEL must improve their personnel selling direct contacting customers to give
awareness of their products.

CONCLUSIONS
Reduce the Tariff rates to increase the market share.
52

 AIRTEL is not concentrating on the promotional activities for the customers and for
the retailers.

Improve the marketing personnel and they should give full knowledge to the
customers and retailers.
AIRTEL is not giving gifts for the customers.

The company is not concentrating on other types of advertising media.

Network should be expanding to rural villages.
Talk time must be increased in prepaid cards.

Reduce the Tariff rates to increase the market share.

The company should conduct road shows so as to get awareness in the public about
the product and services.

RECOMMENDATIONS

53

An attempt has been made to suggest to the Airtel a few measures. These Recommendations
have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than TV,
advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and take their
valuable suggestions.
3)

The package design should be communicative and eye catching, so package design

and color have to blend harmoniously to make the package communication effective.
4) Innovative efforts must be launched to improve the position through better marketing
strategies.
5) Increase the print media advertisements
6) Always perform the price discount sales

QUESTIONNAIRE
A). Name:
B). Occupation:
54

Employee

Business

Profession

C). Address for Communication:

D). Monthly Income (or) Income Level
2000-4000
8000-12000

4000-8000
More than 12000

E). Are you the user of Mobile?

Yes

No

F). Mobile Number:

1) Different customers prefer to purchase AIRTEL?

Employee

Business

Profession

Student

2) Who influenced you to take Airtel connection?

Friends
Goodwill

Advertisement
Personal choice

3) Are You Satisfied with Airtel Rental Plans Price?

Very good
Average

Good
Satisfaction

4) Are Satisfied With Services Of Airtel?

Very good

Good

Average
Not Satisfied
5) Which of the connection that you most prefer by advertisements?
Airtel
Vodafone

Bsnl
Idea

6) What are the Reasons for preference of Airtel Brand?

Quality

Brand name

Tariff

Other

7) Are you ready to Purchase Airtel Sim?

A) Yes

B) No

8) What are the Influencing factors for purchasing Airtel Sim Cards?

A) Advertisement

B) Dealer
55

Student

C) Friends

D) Family

9) Rate of purchasing Airtel through Advertisement?

A) Very much influenced

B) some what

C) Not influenced

D) Not at all

10) What are the satisfaction levels of Airtel Advertisement?

A) Very much satisfied

B) some what

C) Not satisfied

D) Not at all

11) Which type of advertising channel is best to reach todays customer?

A) Electric media
C) Magazines

B) print media
D) hoardings

12) Do you prefer the Outdoor Media?

A) Yes

B) no

13) Do you feel whether it is sufficient to do advertise through Outdoor?

A) Very much
C) Not sufficient

B) some what
D) Not at all

14) According to you will outdoor Advertisement Influence the customers?

A) Very much

B) Some what

C) Not influence

D) Not at all

15) According to you which is the best Advertise form from the following one?
A) Hoardings

B) Advt on walls

C) Advt on buses

D) Others

BIBLIOGRAPHY

56

BOOKS
1) Phillip Kotler & Kevin Lane keeler, Marketing Management 12th Edition
(New Delhi: Prentice hall of India, 2007).

2) Paul E.Green Donald S Tull and Gerald Albaum, Research for Marketing Decisions
5th Edition (New Delhi: Prentice hall of India, 2005).
3) G.c.barri, Marketing Research Tata McGraw 4th Edition reprint 2002.
4) R.S.N.Pillai, Modern Management 8th Edition 2008,

NEWSPAPERS
The Hindu
The Economic Times
Deccan Chronicle
The Times of India

WEB SITES
www.bharati.com
www.airtel.in

57