EXCEL SCHOOL OF BUSINESS

CHHATA, MATHURA

RESEARCH PROJECT REPORT

On
“CUSTOMER ACQUISITION & RETENTION OF AIRTEL
CUSTOMER IN AGRA ”
Submitted for the fulfillment towards the award of the degree
In

MASTER OF BUSINESS ADMINISTRATION

Of
U P Technical University, Lucknow

Submitted By: Under the Guidance of:

Atul Gupta
M.B.A. IIIrd Sem Mr. Bhupendra Singh
Roll Number: 0944370006 Department of Management
Session: – 2010-11

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 TABLE OF CONTENTS

Preface…………………………………………………………………..…………………i

Acknowledgement…………………………………………………………………………ii
Student’s Declaration……………..………………………………………………………iii

Certificate …………………….……………………………………………………………iv

1.0 Introduction to the Topic.………………………………………...……………….02-24

2.0 Introduction to the Organization/Industry……………………………………….25-30

3.0 Objectives of the Study……………………………………………………. …….31-32

4.0 Scope of the Study………………………………………………………… …….33-35

5.0 Literature Review………………………………………………………...... …….36-67

6.0 Research Methodology…………………………………………………………..68-70

6.1 Universe of the study…………………………….…………………………….69
6.2 Sample Size…………………………………………….………......................70
6.3 Sampling Method…………………………………………….…………………70
6.4 Tools for Data Collection………………………………………………….…...70

7.0 Data Analysis & Interpretation……………………………………………… …..71-76

8.0 Findings…………………………………………………………………….. ……77-78

9.0 Recommendations & Suggestions……………………………………………..79-81

10.0 Conclusion…...……………………………………………………………... ….82-84

10.1 Limitations of the Study……………………………………………..…………85-86
10.2 Scope for further research………………………………………………. ……87-89

Bibliography…………………………………………………………….………...........i-iii

Appendix [Questionnaire]……………………………………………………... ……iv-vii

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 LIST OF TABLES

S. TABLE PAGE REFRENCE DETAILS

No. No. No.
1. (A) 62 Discount on Products and Services

LIST OF CHARTS

S. TABLE PAGE REFRENCE DETAILS

No. No. No.
1. 1.0 07
The Wealth Management Process
2. 1.1 16 Supply Side Drivers
3. 1.2 17 Emerging Scenario
4. 1.3 20 From Plan to Action
5. 1.4 34 HNWI Financial Wealth by Region
6. 1.5 42 Divisions / Departments in Bank
7. 1.6 43 Wealth Management Pyramid
8. 1.7 56 Wealth Management Cycle

9. 1.8 58 Individual Investment System

10. 2.0 71 Number Of People Availing Wealth Management
Services
11. 2.1 72 Income Level Of People Availing Wealth
Management Services
12. 2.2 72 Occupation Of People Availing Wealth
Management Services
13. 2.3 73 Mode of Investment
14. 2.4 74 Proportion of Wealth Kept with Bank
15. 2.5 74 Experience in Self Wealth Management
16. 2.6 75 Bank For Wealth Management

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 PREFACE

In its broadest sense project report is necessary to make the students of business school
familiar with the industrial environment prevailing in the world. To be competitive and work
aggressive, students need to know the policies, procedures and the trends going on in the
present industrial world.

The purpose and objective of this project report is to find out the main objective of the study

is this project report has been painstakingly and thoroughly prepared to cover extensively

various facets – both micro as well as macro – of the field of telecommunication marketing.

Its coverage is broad and up to date and it is balanced in terms of concept and application.

Since customers are the most important asset of any organization, there is increased emphasis

on the need for understanding people in a manner to satisfy them through quality of services.

The language of the presentation is highly communicative so that it becomes interesting and

comprehensible.

This project is intended for a wide audience. It will be useful to not only the students

of management, marketing management and consumer behavior, but also to the people in any

other field and management practitioners who want to understand and enrich their

understanding of consumer trends & effectively manage their sales.

ACKNOWLEDGEMENT

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At the onset I must bow down in reverence to the almighty that blessed us with the
understanding & prevalence that is needed in this kind of project report.

With great pleasure I express my heartiest thanks to Director – Excel School of Business,
Chhata, Mathura), Dr. Raman Chawla (Head – M.B.A. Deptt.). I would like to extend my
sincere thanks to Ms. Shriddha Sharma [Lecturer – Deptt. of Management Studies], without
whose unrelated support and guidance, this project would just not have been possible. I am
very thankful for his invaluable guidance, support, and affable & friendly nature. She guided
me at each and every stage of project.

I am equally indebted to my friends who always inspired and motivated me to do something

better throughout this project.

At last I would like to extend my sincere thanks to all the respondents to whom I visited for
giving their support and valuable information, which helps me in completing my project
work.

Atul Gupta
M.B.A. III Sem
Roll No. 0944370006

STUDENT’S DECLARATION

I, Atul Gupta, hereby declare that this work entitled “Customer Acquisition and Retention
Airtel Customer in Agra” is the result of research under taken. The findings and

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conclusions expressed in this report are genuine, authentic and are for academic purpose. Any
resemblance to earlier research work is purely coincidental.

Atul Gupta
M.B.A. III Sem
Roll No. 0944370006

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 Introduction to the Topic

INTRODUCTION

TELECOM HISTORY SINCE 1842 TILL NOW

With the dramatic changes in interpersonal communication over the past decade, Internet

messaging has emerged as the primary medium for transferring information quickly,

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inexpensively, and reliably. However, the growing popularity of wireless telephones has

added another dimension to the communications equation—mobility. As more Indians rely

on cellular communication, this market is expected to see explosive growth over the forecast

period.

Let’s have a review of telecommunication History:-

TELECOM HISTORY

1842: Wireless by conduction

1843: Early electromagnetic research, wireless by induction

1865: Induction and Dr. Loomis

Early radio discoveries

1879: D.E. Hughes and the first radio-telephone reception

1880: The photo phone and the first voice radio-telephone call

1880 to 1900: Radio development begins in earnest

1910: The first car-telephone

1924: The first car-mounted radio-telephone

1937: Early conventional radio-telephone development

The modern era begins

1946: The first commercial American radio-telephone service

1947: Cellular systems first discussed

1948: The first automatic radio telephone service

1969: The first cellular radio system

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1973: The Father of the cell phone

1978: First generation analog cellular systems begin

1980: Growth of Japanese cellular development

1981: NMT -- the first multinational cellular system

1982: The rise of GSM

1990: North America goes digital: IS-54

Prehistory (Birth to Bell Labs, 1924)

While puzzling over the mysteries of radio, many inventors worked concurrently on

power generation, telegraphs, lighting, and later, telephone. The thorough understanding of

electricity required to produce a reliable, practical radio system took a long time and

happened in different phases.

In 1820, Danish physicist Christian Ousted discovered electromagnetism, the science that

could help generate electrical power and, if fully understood and applied, usher in the era of

telecommunication.

Michael Faraday - 1791 to 1867

In 1821 Michael Faraday reversed Oberstar’s experiment and in so doing discovered

induction. This helped him build the world's first electricity generator. He worked on

different electrical problems in the next ten years, eventually publishing his results on

induction in 1831.

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Joseph Henry - 1797 to 1878

In 1830 the great American scientist Professor Joseph Henry transmitted the first

practical electrical signal; showing that electromagnetism could do more than just create

current or pick up heavy weights -- it could communicate. In a stunning demonstration in his

Albany Academy classroom, Henry created the forerunner of the telegraph. While Henry did

not pursue electrical signalling, he did help someone who did. And that man was Samuel

Finley Breese Morse.

Samuel Morse - 1791 to 1872

In 1837 Samuel Morse invented the first practical telegraph, applied for its patent in

1838 and was finally granted it in 1848. Joseph Henry helped Morse build a telegraph relay

or repeater that allowed long distance operation. The telegraph brought the country closer and

eventually the world. Morse also experimented with wireless, not by passing signals though

the atmosphere but through the earth and water. Without a cable.

Wireless by conduction

On October 18, 1842, Morse laid wires between Governor's Island and Castle

Garden, New York, a distance of about a mile. Part of that circuit was under water. But

before he could complete this demonstration a passing ship pulled up his cable, ending it

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seemed, his experiment. Undaunted, Morse proceeded without the cable, passing his

telegraph signals through the water itself. This is wireless by conduction.

Over the next thirty years most inventors and developers concentrated on wire line

telegraphy, that is, conventional telegraphy carried over wires suspended on poles. Few

tinkered exclusively with wireless since a basic radio theory had not yet been worked out.

Telegraphy, however, did produce a good understanding of wireless by induction since wires

ran parallel to each other and often induced rogue currents into other lines.

Early electromagnetic research

In 1843 Faraday began intensive research into whether space could conduct

electricity.

In 1864 Maxwell released his paper "Dynamical Theory of the Electromagnetic

Field" which concluded that light, electricity and magnetism were all related and that all

electromagnetic phenomena travelled in waves.

Induction and Dr. Loomis

In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the first person to

communicate through wireless via the atmosphere. Between 1866 and 1873 he transmitted

telegraphic messages at a distance of 18 miles. At one location he even flew a metal-framed

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kite on a metal wire, perhaps taking inspiration from Benjamin Franklin. At another location

a similar kite picked up these signals and noted them with a galvanometer.

Early radio discoveries

Maxwell's 1864 conclusions were distributed around the world and created a

sensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn, Germany, could

produce and detect radio waves consistently and reliably.

On November 22, 1875, while working on acoustical telegraphy, a science close to

telephony, Thomas Alva Edison noticed unusual looking electro-magnetic sparks.

D.E. Hughes and the first radio-telephone reception

From 1879 to 1886, London-born David Hughes discovered radio waves but was told

incorrectly that he had discovered no such thing. Discouraged, he pursued radio no further.

Hughes noticed a clicking noise in his home built telephone each time he worked

using his induction balance, a device now often used as a metal detector. He transmitted

signals from one room to another in his house in London. But since the greatest range there

was about 60 feet, Hughes took to the streets with his telephone, intently listening for the

clicking produced by his clockwork transmitter, gradually diminishing until it no longer

could be heard.

Alexander Graham Bell was the man who invented the telephone and made the first call on a

wired telephone to Thomas Watson. Bell was also first with radio.

1888 onwards: Radio development begins in earnest

In 1888 the German, Heinrich Hertz, conclusively proved Maxwell's prediction that

electricity could travel in waves through the atmosphere. Unlike Hughes, the extensive and

systematic experiments into radio waves that Hertz conducted were recognised and validated

by inventors around the world.

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Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a

bell remotely and to explode some gunpowder".

Marconi established the first successful radio system. In 1901, his radio-telegraph

system sent signals across the Atlantic Ocean. Ships were the first wireless mobile platforms.

In 1901 Marconi placed a radio aboard a Thorny croft steam-powered truck, thus producing

the first land-based wireless mobile transmitting data, not voice.

In December 24, 1906, Reginald Fessenden accomplished the first radio band wave

communication of human speech over a distance of 11 miles, from Brant Rock,

Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to telegraph

codes, no longer just a wireless telegraph, but a means of verbal communication.

The first car-telephone

From 1910 onwards, Lars Magnus Ericsson, the man who founded Ericsson in

1876, and his wife Hilda, regularly worked the first car telephone. Access was not by radio,

instead there were two long sticks, like fishing rods, handled by Hilda. She would hook them

over a pair of telephone wires, seeking a pair that was free. When they were found, Lars

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Magnus would crank the dynamo handle of the telephone, which produced a signal to an

operator in the nearest exchange.

Around the same time, the triode tube was developed, allowing far greater signal

strength to be developed both for wire line and wireless telephony. No longer passive like a

crystal set, a triode was powered by an external source, which provided much better reception

and volume.

Later, with Armstrong's regenerative circuit, tubes were developed that could either

transmit or receive signals, were stable and powerful enough to carry the human voice and

sensitive enough to detect those signals in the radio spectrum.

In 1919, three firms came together to develop a wireless company that one day would

have a reach across the globe. Heavy equipment maker ASEA, boiler and gas equipment

maker AGA and telephone manufacturer LM Ericsson, formed SRA Radio, the forerunner of

Ericsson's radio division.

The first car-mounted radio-telephone

Bell Laboratories claims to have invented the first version of a mobile in 1924. It was

a two-way, voice-based radio-telephone and the adjoining photograph from their site

certainly seems to confirm it.

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History of cellular mobile telephony: 1982 to 2001

1980 - First cellular phones began to appear

1982 - Nordic Mobile Telephony (NMT) standard

1983 - American Mobile Phone System (AMPS) standard

1986 - Nordic Mobile Telephony (NMT) 900 MHz

1991 - Commercial launch of the GSM service

1993 - Coverage of main roads GSM services start outside Europe

1994 - Japanese Digital Cellular (JDC)

1996 - USA Personal Communications Systems (PCS)

1982 - The beginning

During the early 1980s, analog cellular telephone systems experienced rapid growth

in Europe, particularly in Scandinavia and the United Kingdom, but also in France and

Germany. Each country developed its own system, which was incompatible with those of

others, in equipment and operation. This was an undesirable situation, because not only was

the mobile equipment limited to operation within national boundaries, but also limited to the

market for each type of equipment. This scenario in a unified Europe was undesirable.

The Europeans realized this early on, and in 1982, the Conference of European Posts

and Telegraphs (CEPT) form a study group called the Group Special Mobile (GSM) to study

and develop a pan-European public land mobile system. The proposed system had to meet

certain criteria, which included:

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1. Good subjective speech quality.

2. Low terminal and service cost.

3. Support for international roaming.

4. Ability to support handheld terminals.

5. Support for a range of new services and facilities.

6. Spectral efficiency

7. ISDN compatibility.

Nordic Telecom and Netherlands PTT proposed to the CEPT the development of a

new digital cellular standard that would cope with the ever-burgeoning demands on European

mobile networks. The European Commission (EC) issued a directive which required member

states to reserve frequencies in the 900 MHz band for GSM to allow for roaming.

1986 Main GSM radio transmission techniques were chosen.

1987 September - 13 operators and administrators from 12 areas in the CEPT GSM advisory
group signed the charter GSM (Group Special Mobile) MoU "Club" agreement, with a launch

date of 1 July 1991.

The original French name Group Special Mobile was changed to Global System for Mobile

communications; but the original GSM acronym remains.

GSM SPECIFICATIONS WERE DRAFTED.

1989 – 1998

In 1989, GSM responsibility was transferred to the European Telecommunication

Standards Institute (ETSI), and phase I of the GSM specifications was published in 1990.

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Commercial services started in mid 1991, and by 1993 there were 36 GSM networks in 22

countries, with 25 additional countries like South Africa, Australia and many Middle and Far

East countries opting for GSM. By the beginning of 1994, there were 1.3 million subscribers

worldwide.

The developers of GSM chose an unproven (at that time) digital system, as opposed to

the then standard analog cellular systems like AMPS in the United States and TACS in the

United Kingdom. They had faith in the advancements in compression algorithms and digital

signal processors to allow the fulfilment of the original criteria and the continual

improvement of the system in terms of quality and cost.

The European Telecommunications Standards Institute (ETSI) defined GSM as the

internationally accepted digital cellular telephony standard.

1990

Phase 1 GSM 900 specifications were frozen

DCS adaptation started.

Validation systems implemented.

First GSM World congress at Rome had 650 participants.

1991

First GSM specification was demonstrated.

DCS specifications were frozen.

GSM World Congress at Nice had 690 participants.

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1992

January - The first GSM network operator was Oy Radiolinja Ab in Finland.

December 1992 - 13 networks were on air in 7 areas.

GSM World Congress at Berlin had 630 participants.

1993

GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.

Roaming agreements between several operators were established.

By December 1993, 32 networks were on air in 18 areas.

GSM World Congress at Lisbon progressed with 760 participants.

Telkom '93 was held in Cape Town. First GSM systems were shown.

1994

First GSM networks in Africa were launched in South Africa.

Phase 2 data /fax bearer services were launched.

Vodacom became the first GSM network in the world to implement data/fax.

GSM World Congress at Athens drew 780 participants.

December 1994 -- 69 networks were on air in 43 areas.

1995

GSM MOU was formally registered as an association registered in Switzerland with 156

members from 86 areas.

GSM World Congress at Madrid attracted 1400 participants.

December 1995 - 117 networks were on air in 69 areas.

Fax, Data and SMS roaming started.

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GSM phase 2 standardisation was completed, including adaptation for PCS 1900.

First PCS 1900 network was shown live 'on air' in the USA.

Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.

Namibia goes on-line.

Ericsson 337 wins GSM ‘phone of the year’.

US FCC auctioned off PCS licenses.

1996

December 1996 - 120 networks were on air in 84 areas.

GSM World Congress was held in Cannes.

GSM MOU Plenary was held in Atlanta GA, USA.

8K SIM was launched.

Pre-paid GSM SIM cards were launched.

Bundled billing was introduced in South Africa.

Libya goes on-line.

Option International launches the world's first GSM/Fixed-line modem.

2001

Feb -- GSM Conference held in Cannes.

By May 2001 there were 500m GSM 900/1800/1900 users worldwide.

16 billion SMS messages were sent in April 2001.

By April, 500 million people are GSM users.

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- 20 -
 Introduction to the Organization/Industry

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 COMPANY PROFILE
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private

integrated telecom conglomerate, Bharti Enterprises.

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 and more than 7 million satisfied customers.

VISION:

To make mobile communications a way of life and be the customers' first choice.

MISSION:

We will meet the mobile communication needs of our customers through:

•Error-free service delivery

•Innovative products and services

• Cost efficiency

• Unified Messaging Solutions

CORE VALUE:

We will delight our customer with our simplicity, speed & innovation.

We will honours our commitment.

We will follow the highest standard of professional integrity & behaviour.

We will respect individual, build winning teams and lead by example.

We will create a fun filled and friendly workplace.

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 AIRTEL MOBILE COMMUNICATIONS LIMITED

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting

investments in telecommunications services. Its subsidiaries operate telecom services across

India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications

services based on a strong customer base consisting of 7.42 million total customers, which

constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2004.

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 Company’s 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 29.21 million subscribers as of

June 30, 2004.

Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8% as of

June 30, 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:

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⇏        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.

Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all

the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries

providing mobile services under Bharti Cellular Limited.  

As of June 30, 2004, approximately 92% of India's total mobile subscriber market resided in

the Company's sixteen mobile circles, which collectively covered only 56% of India's land

mass.

AIRTEL DISTRIBUTION SYSTEM

DISTRIBUTION SYSTEM
A proper distribution system is very important for every company because now a days
the customer wants full service without any pain. Airtel has a deep penetration in the
market of prepaid cards, coupons, easy recharge and postpaid cards. I also seen in the
market the happy faces of customers and retailers of Airtel because of the easy
availability of Airtel cards and coupons.

BENEFITS OF GOOD DISTRIBUTION SYSTEM

1. Easy availability
2. Satisfied customers
3. Competitive advantage
4. Better market reputation
5. Saves time

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DISTRIBUTION SYSTEM OF AIRTEL
1. Organisation (C&FA's)
2. Distributor
3. Retailer
4. Customer

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 O r g a n is a tio n
C & FA

D is tr ib u to r

S e v e ra l F O S

FO S FO S FO S

D iffe r e n t D iffe r e n t D iffe r e n t

R e ta ile r s R e ta ile r s R e ta ile r s

D is tr ib u to r

- 26 -
 ORGANIZATION STRUCTURE

Organisation of AIRTEL provides services through FSO (Full Service Outlets) and
DSA (Direct Sales Agent)

“MANAGEMENT HIERARCHY AT AIRTEL”

"M A N A G E M E N T H IE R A R C H Y "

C H IE F S A L E S A N D M A R K E T IN G O F F IC E R

V IC E P R E S ID E N T V IC E P R E S ID E N T C H IE F G E N E R A L M A N A G E R
M A R K E T IN G S T R A T E G Y S A L E S P L A N N IN G

C IR C L E S A L E S & M A R K E T IN G H E A D

D IS T R IC T O P E R A T IO N H E A D P R E P A ID H E A D C IR C L E M A R K E T IN G H E A D

C H A N N E L O P E R A T IO N M A N A G E R P R E P A ID M A N A G E R M A R K E T IN G S U P P O R T M A N A G E R -A M A R K E T IN G S U P P O R T M A N G E R

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THREE TYPES OF SALES:

1. Primary Sales - Organisation to Distribution of Prepaid, Post paid Cards, Coupons,

easy recharge etc.

2. Secondary Sales - Distributor to Retailers

3. Tertiary Sales - Retailer to Customer.

PROCEDURE OF ACTIVATION OF PREPAID CONNECTION:

Dealer (Confirms on 570)

FOS (Saw that the form is completed and has Accessory papers

Distributor (Activates the card)

PROCEDURE OF ACTIVATION OF POSTPAID CONNECTION:

Dealer (Collects of Cash and facilitates in Competition)

FOS (Collects the Form)

Distributor (Activates the card)

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 MOBILE FOOTPRINT

The map below depicts the location of, and provides certain information for, Bharti Tele-

Ventures' existing mobile circles in India:

- 29 -
 SOURCE:

(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001. The

population for Uttar Pradesh (West) circle is approximately 37% of the total population for

the state of Uttar Pradesh. 

(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released by

COAI. Mobile market size comprises the total number of mobile subscribers of all the service

providers in a circle.

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(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state

capitals (metros) Mumbai and Chennai respectively.

(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in

Agra & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not

include Noida & Agra as they are included in Agra NCR.

The significant growth in the Company's mobile business has been through a combination of

organic growth and acquisitions of additional licenses and has been summarized below. The

information given below is for the total market and is not representative of our market share

or network coverage. 

1) Comprises the circles of Maharashtra and Goa.

2) Comprises the circles of Agra, Himachal Pradesh, Karnataka and Andhra Pradesh.

3) Comprises the circles of Agra, Himachal Pradesh, Karnataka, Andhra Pradesh and

Chennai.

4) Comprises the sixteen operational circles of Bharti Tele-Ventures.

5) Based on data released by the COAI on the total number of persons subscribing to

mobile services in our licensed areas. 

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 BUSINESS & MARKETING STRATEGIES

Some Marketing And Business Tools Adopted By AIRTEL As To

Promote Its Activities:

Seminars: seminars are conducted at different places by the expert time by

time to make people aware.

Publicity: publicity is done through various media.

Stalls at famous places: they conduct their stall after a particular period of time

on the famous and public place to attract them towards themselves.

DSA (Direct Sales Agency)

Print media

Hoarding

Banners

Advertisement

Leaflets

Follow ups

By KNOP

- 32 -
 Mobile Strategy
Capture maximum telecommunications revenue potential with minimum

geographicalcoverage to maximise its revenues and margins. Build high quality mobile

networks by deploying state-of-the-art technology to offer superior services.

Use the experience it has gained from operating its existing mobile networks to develop and

operate other mobile networks in India and to share the expertise across all of its existing and

new Circles.

Attract and retain high revenue generating customers by providing competitive tariffs,

offering high quality customer support, proactive retention programs and roaming packages

across all of its mobile circles. 

Provide affordable tariff plans to suit each segment of the market with a view to expand the

reach, thereby increasing the mobile customer base rapidly.

Key highlights of Jan-04 are as follows:

Industry additions were up from the last month's 12.71 Lacks to 13.69 Lacks this month. In

percentage terms, this translates to a increase of 8 % in net adds over last month.

The number of subscribers moved up from 21.99 Mn at the end of Dec-03 to 23.36 Mn at the

end of Jan-04, a growth of 6.22 %.

All India monthly growth in subscriber numbers was 6.13 %. The growth elsewhere was :

· Metros – 5.28 %

· A circles – 6.22 %

· B circles – 7.75 %

· C circles – 3.43 %

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· All Circles Total – 6.67 %

· Airtel – 6.39 %

B Circle category has shown the highest growth in subscriber base on an individual basis

this month.

At Airtel, we have always sought to enhance value for you as a customer by providing you

the most relevant and easy to use services through innovation and by harnessing the latest

developments in technology. In line with this strategy, we have constantly introduced

innovative products and services to suit your unique needs and wants.

Our services range from CLI to Music Messaging to Lost Call Alerts – all to serve you

better.

Move your mouse over any service from the following menu to get a brief description on

what it is all about.

SMS

ASTROLOGY

RINGTONES

VOICE-MAIL

DAIL-A-RINGTONE

LOGOS

CALLER TUNES

MUSIC MESSAGING

FLASH MESSAGES

BLINKING MESSAGES

JOKES

LOVE JOKES

- 34 -
YAHOO! MESSAGING

YAHOO! MAIL

NEWS UPDATES

SPORTS

CALLER IDENTIFICATION

“TRENDS IN MOBILE COMMUNICATIONS”

The growth and penetration of sophisticated digital communication systems, infrastructures,

and services, has been increasing constantly over the last decade. Examples of these services

are the Internet, electronic mail, multimedia, pagers, PDA's, and mobile telephony. From

marginal penetration 15 years ago, these systems and services are becoming a commodity in

both professional and consumer markets worldwide. The developments in these fields are still

going strong. In particular, rapid advances - both in technology and services - can currently

be observed in wireless and mobile systems that support the communication of different

media, such as data, speech, audio, video and control.

Current wireless network and mobile phone services roll-out is centered around four available

technologies, namely WAP, UMTS, Bluetooth, and mobile positioning systems. The wireless

application protocol (WAP), initially carried by second generation GSM and in the future by

third generation UMTS wireless networks, will turn the mobile phone into a networked

smart-phone capable of low to medium data rate Internet functionalities. Bluetooth will allow

for short-range data communication between consumer appliances in a domestic

environment. Positioning systems will become integral part of mobile phones such that

services can be made dependent on the location of the user in the network.

When projecting the progress in mobile networks and services into the future, three

developments are of importance. In the first place, we can observe that more and more

- 35 -
mobile phone-like devices start to include accessories such as a small keyboard, a display,

and a speech interface. Such communication and information-oriented systems are emerging

as hybrids between the mobile phone and the wireless laptop personal computer. With higher

bit rates supporting more advanced services, the integration of the personal computer and

personal communication devices will be pushed even further.

In the second place, we observe that computing resources are becoming ubiquitously - that is

everywhere and at all time - available. We will soon live in an environment that supports us

by providing ubiquitous Computing for a wide variety of tasks and services. Daily life

consumables, durable products and services already contain an ever-increasing number of

sensors, actuators, processing units, and (embedded) software. The personal computer has

entered daily life as a necessary commodity, and the development of sophisticated

communication systems in today's society relies heavily on the availability of computation

resources.

Finally, we observe that communication and computing is becoming increasingly personal.

The device (and therefore the user) is always on-line, the user is identifiable, the device can

be personalized, and the system knows about the user’s position.

- 36 -
“CELLULAR MOBILE PRICING STRUCTURE AND

TRENDS”

Successful growth and diffusion of mobile communication services is focusing greater

attention on how mobile relates to fixed networks. Accordingly, it is necessary for regulatory

authorities to review current frameworks in those instances where regulation might impede

the offering of certain pricing structures, such as calling party pays. This issue is critical in

putting fixed and mobile networks on an equal footing, so the potential for competition

between networks can be exploited. Testing the demand for new pricing structures can be left

to the market. Successful growth and diffusion of mobile communication services is focusing

greater attention on how mobile communication relates to the Internet and electronic

commerce. This report reviews and benchmarks the pricing of emerging services such as

short message services. These services are the harbingers of ? Third generation ? Information

services over mobile networks, and policy makers need to review current regulatory

frameworks to enhance pricing innovation and competition in the provision of these services.

- 37 -
 INDIVIDUAL CUSTOMIZATION

An important trend in our society is agility or mass individualization. Consumer behaviour is

much more volatile, much less predictable and increasingly concerned with instant

gratification. The expectation is that in due course this trend towards individualization will

become a more important factor in the emerging markets too, particularly in the urban areas.

As well as setting quality standards for products, this attitude also demands delivery at the

right time and in the right place. At any moment, wherever the consumer may be, it has to be

possible to satisfy his or her requirements; it is a question of the consumer as a "moving

target" and how we can increase our chances of "scoring a hit".

In modern thinking about categories of consumers, every consumer has something of this

instant consumer in his or her make-up, alongside other possible descriptions, such as

"rational", "social" and "responsible". What's more, this can vary according to the product

category. One moment, moreover, this instant consumer will be demanding products on the

basis of flavour, convenience or cheapness, and in the next breath will be voicing concerns

about the environment, animal welfare or his or her own health. The likelihood is that in the

long term health, the environment and animal welfare will be significant factors in the

concept of quality, as safety already is.

Changes in consumption patterns are an important factor in this development. While the retail

trade is evolving from supermarket to household service provider in response to mass

individualization, consumers are increasingly also obtaining their food through other outlets:

company canteens, take-away meals, snack bars, old people's homes etc. "Young couples" in

Europe are rapidly moving towards the situation that already exists in the United States,

where 50% of the food consumed is prepared outside the home. This places different

demands on products in terms of keeping qualities (shelf life), convenience and presentation.

- 38 -
Consumer-driven technology development

These trends in the market and among consumers generate a demand for a more differentiated

and more rapidly changing product range and also call for a different approach to technology

development (dedicated production systems). In the future there will have to be product

development that takes the dynamic of the market and the divergent wishes of the consumers

as its starting point and uses the technologies of the future: biotechnology, separations

technology, sensor technology and modern information technology (IT). To achieve this,

product development will have to be tackled in a more structured way, and knowledge

deriving from different areas of research will have to be integrated more effectively. The

development of sensor technology in the agro sector, for instance, requires the integration of

materials technology, biotechnology and process technology. New scientific developments

also provide interfaces through which the sector may respond to wishes relating to health:

both the information about genetic aspects and the new insights into bioactive components -

substances that, in low concentrations, affect human health - offer interesting prospects of

made-to-measure food!

In the future, "made-to-measure food" will also mean "food produced in a way that the public

finds socially acceptable". Such aspects as the environment, animal welfare etc. will play a

major role. This will have to be specifically taken into account in the development of

technology.

- 39 -
From chains to flexible networks

As well as imposing requirements in terms of technology development, trends such as mass

individualization call for a responsive answer to a sharply fluctuating market demand. This

places considerable demands on the organization of agricultural production chains. The full

vertical integration of links in a chain can mean a loss of flexibility. It would appear to be

more efficient to opt for a continuation of the development of the chain concept; leading to

responsive networks that combine the advantage of co-ordination with the flexibility of more

loosely linked organizations. These independent organizations work closely together in the

flow of goods along the chain in order to achieve the desired "customer value" at the lowest

possible cost.

- 40 -
 ‘COMPANY’S PLANS’

PREPAID PLANS

Are you wary of committing yourself to a date for making your bill payments?

Is it too much of a bother for you to remember dates for bill payments? Do you often

end up paying late fees against your monthly utility services bills? Do you end up

spending too much if you have the option to pay the bill later?

Think over for if one of these represents you, we have a solution for you. Start

thinking prepaid is our advise!

So what exactly is this prepaid! It is simply a way of going cellular by paying

for the talk time in advance. For e.g. if you feel that you need Rs. 300 worth of talktime

for a month, you can buy a recharge coupon which gives you that much talktime on

your cell phone. Once that money gets exhausted you can buy another recharge coupon

for the same or different denomination depending on your future need.

Prepaid allows you to be in control of your cellular expenses even while you are

spending. You will be surprised that today In India, Prepaid connections account for

almost 60 to 70 percent of the total new entrants into cellular telephony. That’s because

almost every one of us wants to be in control of our cellular expense.

- 41 -
Advantages of prepaid:

Some of the many advantages that you enjoy with Airtel Pre-Paid...

Total Cost Control

Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as

much as you feel the need to! Now that's what we call complete freedom!

No Rentals

Buy an Airtel prepaid card without having to pay any rentals!

No deposits

Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee

Now experience complete freedom like never before with Airtel! Our STD/ISD

facility allows you to make long distance calls in India and Overseas from your

cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse

Airtel provides you with a 60-second pulse rate! Freedom for you to experience

like never before!

Instant Recharge

Avail of instant recharge on your Airtel prepaid card with just a few

simplesteps!

- 42 -
24-hour recharge facility

With our round-the-clock recharge facility, recharge you Airtel prepaid card

anytime, anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number

of the calling party even before you answer the call, thus giving you the choice

to either reject or take the call. It provides the added advantage of saving

the incoming number directly in the Handset Phone Book. So that the

next time you want to call the same person, you don't need to retype his

number, simply use your phone book.

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert – all with

your Airtel prepaid card!

Short Messaging Service (SMS)

With Airtel’s Short Messaging Service (SMS), send messages and jokes to your

friends and colleagues, anytime anywhere!

SMS based Information Services

With Airtel's SMS based information services; you can get up to-the-minute

cricket scores, order flowers as well as send couriers or check your daily

horoscope!

Voice Mail service

- 43 -
 Voice Mail lets you receive messages even when your handset is switched off

or when you are outside the coverage area. You can listen to your messages

whenever you feel like, from anywhere in the world. Voice Mail can store up to

75 messages, with each message of two-minute duration.

POST-PAID PLAN

Airtel welcomes you to a vibrant world of unlimited opportunities. More

exciting, innovative yet simple new ways to communicate, just when you want to, not

just through words but ideas, emotions and feelings. To give you the unlimited

freedom to reach out to your special people in your special way.

- 44 -
Post paid Plan:

New Airtel 150

- 45 -
ONE TIME CHARGES (Rs.)
Activation Charges 250
Membership Fee 250 (converts into security after 24 months)
Security Deposit NA
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge 150
MONTHLY CHARGES (OPTIONAL) (Rs.)
CLIP 50
Airtel Other GSM / Landline /
CDMA (10 WLL
Digit)
LOCAL RATES (Rs. / Min) .60 .60 .60
STD RATES (Rs. / Min) 1 1 1
ISD (Rs. / Min)
USA, Canada, Europe (Fixed 6.4
Line), Australia, Singapore,
Hong Kong, Thailand,
Malaysia, Indonesia, New
Zealand.
Gulf, Europe (Mobile), 9.2
SAARC countries, Africa &
Rest of the world
Cuba, Sao Tome & Principe, 40
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk
Island, Sakhalin
SMS (Rs.)
Local 1
CDMA 1
National 1.5
International 5
VAS 3.00

- 46 -
New India Home 299

- 47 -
ONE TIME CHARGES (Rs.)
Activation Charges 250
Membership Fee 250 ,converts into security deposit after 24
months
Security Deposit 0
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge Rs.299
MONTHLY CHARGES (OPTIONAL) (Rs.)
CLIP 0
Airtel Other GSM / Landline /
CDMA (10 WLL
Digit)
LOCAL RATES (Rs. / Min) 1Per 2 1 1
Minute
STD RATES (Rs. / Min) 1Per 1 1Per 1 Minute 1Per 1
Minute Minute
ISD (Rs. / Min)
USA, Canada, Europe (Fixed 6.4
Line), Australia, Singapore,
Hong Kong, Thailand,
Malaysia, Indonesia, New
Zealand.
Gulf, Europe (Mobile), 9.2
SAARC countries, Africa &
Rest of the world
Cuba, Sao Tome & Principe, 40Rs
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk
Island, Sakhalin
SMS (Rs.)
Local 1
CDMA 1
National 1
International 5
VAS 3

- 48 -
Airtel 175 Plan

- 49 -
ONE TIME CHARGES (Rs.)
Activation Charges Rs.250
Membership Fee Rs.250(converts to security deposit post 24
months)
Security Deposit NA
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge 175
MONTHLY CHARGES (OPTIONAL) (Rs.)
CLIP 0
Airtel Other GSM / Landline /
CDMA (10 WLL
Digit)
LOCAL RATES (Rs. / Min) 0.75 0.75 0.75
STD RATES (Rs. / Min) 1.5 1.5 1.5
ISD (Rs. / Min)
USA, Canada, Europe (Fixed 6.4
Line), Australia, Singapore,
Hong Kong, Thailand,
Malaysia, Indonesia, New
Zealand.
Gulf, Europe (Mobile), 9.2
SAARC countries, Africa &
Rest of the world
Cuba, Sao Tome & Principe, 40
Guinea Bissau, Diego Garcia,
Nauru, Solomon Islands,
Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk
Island, Sakhalin
SMS (Rs.)
Local 1
CDMA 1
National 1.5
International 5
VAS 3

- 50 -
Airtel Out of Home Circle

We have established one of the most extensive roaming tie-ups - both national and

international- with the best service providers in the respective regions to ensure that

you get uninterrupted coverage throughout. We currently provide roaming coverage in

more than 1000 cities and major highways across India. We also provide international

roaming in 56 countries across 101 networks.

To get more information on our roaming coverage, click on the respective links:

National Roaming

Our national roaming coverage currently spans across more than a 1000 cities across

India. To subscribe to National Roaming, you have to pay the following:

Security Deposit- Rs 1500

Monthly Rental- Rs 49

National Roaming Tariffs:

Distance(K
Location Charges(Rs.)
Service category m)
Outgoing
Within the roamed

Circle
M 2 M / PSTN / WLL Any 1.99

Outside the roamed

Circle (STD)
M2M 0 - 200 1.99

- 51 -
 > 200 2.99
M 2 PSTN/WLL 0 - 200 2.99
200 - 500 3.99
> 500 4.99
ISD Gulf 15.99
Rest of the World 15.99
Incoming
Any source Any distance 1.99
SMS
Mobile Originated 3
Mobile Terminated 0

Customer Care

Do you need any clarifications on your bills? Do you have any feedback or

query on our Products & services? You can call us, send us an E-mail or meet us in

person. We shall be glad to help you out in every possible way.

Contact us by phone
If you are on Airtel, just call us on 121 your Airtel Prepaid phone.

If you are on Airtel postpaid, just call us on 121 from your Airtel Postpaid phone

These toll free numbers however, cannot be dialled when you are roaming.

Airtel launches “Music Messaging” service

Customers can dedicate songs along with their voice messages;

- 52 -
Airtel, one of the leading cellular operators in Maharashtra, Goa, and Daman & Due

and today announced the launch of a new innovative service called “Music

Messaging”. The service will allow music lovers to listen to the various songs and then

dedicate the same to any other Airtel mobile subscriber along with a personalized voice

message.

For using the service, the customer simply needs to dial 646 from his mobile

and follow the voice prompts. This will lead him to the options Hindi and English

songs. There are 10 songs under each option and the customer can either go on to listen

to the song clippings of 90 seconds each or move on to the next or previous song.

While listening to the song, the subscriber may choose to dedicate the song to some

other Airtel Subscriber after recording a 10 second long personalized voice message.

The music message will then be received by the person to whom it has been dedicated

as a Voice Message with the CLI of the sender. Once delivered, the message begins

with the sender’s voice message followed by a 30 second clip of the song that has been

dedicated. The charge for the service is just Rs 7/minute for a 60 second pulse.

Announcing the launch of the service, Mr. N.F.Aibara, COO, Airtel-

Maharashtra said “The mobile phone today is no longer just a communication device.

Rather it is a driver of self-identity and creative pursuits especially for the youth

segment which constitutes about 70 % of the new customers that we enroll every

month. We have always sought to provide our customers with new and exciting

services that have been made possible through innovation and use of latest technology.

The launch of this new service is another step in the same direction as it enables

- 53 -
customers to add a musical edge to their messages-nothing can be more powerful than a

message in one’s own voice along with a song to suit the situation. I am sure this

service will be liked by all our customers and more specially the youth”

BHARTI CELLULAR FOOTPRINT

Bharti is to first achieve critical mass, then drill deep instead of spreading thin.

Thereafter, it is ready for controlled expansion.

In keeping with this, the company has been providing excellent service to its

subscribers in various states. It controls a portfolio of India's most attractive and

contiguous telecom geographies, including the states of Maharashtra (excluding

Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Agra

(inclusive of NCR). With a footprint dominating the map of India, Airtel Cellular

accesses over 45% of India's

total telephony potential. With the objective of critical mass achieved, Airtel Cellular

turned to drilling deep.

- 54 -
 OBJECTIVE OF THE STYDY

- 55 -
o To study the consumer trends in telecommunication sector.

o To study consumer decision-making & preferences.

o To study marketing strategies adopted by Airtel.

o To study the level of customer satisfaction in Airtel.

o To study the market potential.

o To study customer purchase decision behaviour.

o To understand the needs of different consumer segments.

o Comparative study of different mobile companies.

o To know why some retailers don’t sell new connections of Airtel.

- 56 -
 Scope of the Study

- 57 -
1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.

The population for Uttar Pradesh (West) circle is approximately 37% of the total

population for the state of Uttar Pradesh. 

(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released

by COAI. Mobile market size comprises the total number of mobile subscribers of all

the service providers in a circle.

(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of

state capitals (metros) Mumbai and Chennai respectively.

(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are

included in Agra & NCR. Similarly demographics of Uttar Pradesh (West) &

Uttaranchal does not include Noida & Agra as they are included in Agra NCR.

The significant growth in the Company's mobile business has been through a

combination of organic growth and acquisitions of additional licenses and has been

summarized below. The information given below is for the total market and is not

representative of our market share or network coverage. 

1) Comprises the circles of Maharashtra and Goa.

2) Comprises the circles of Agra, Himachal Pradesh, Karnataka and Andhra

Pradesh.

3) Comprises the circles of Agra, Himachal Pradesh, Karnataka, Andhra Pradesh

and Chennai.

- 58 -
4) Comprises the sixteen operational circles of Bharti Tele-Ventures.

5) Based on data released by the COAI on the total number of persons subscribing

to mobile services in our licensed areas. 

- 59 -
 Literature Review

- 60 -
 Airtel comes to you from Bharti Cellular Limited - a part of the biggest private

integrated telecom conglomerate, Bharti Enterprises.

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 and more than 7 million satisfied customers

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

The project is based on the study of consumer trends, behaviour,

preferences and level of satisfaction in Airtel communication Ltd. The study was

conducted in Agra with sample size of 50 and sample units were suppliers and

- 61 -
Consumer of mobile connection

RESEARCH METHODOLOGY:

- 62 -
Research problem:

To study consumer trends, behaviour, preferences and level of

satisfaction in Airtel communication Ltd. The study was conducted in Agra with

sample size of 50 and sample units were suppliers and

Consumer of mobile connection

Research Objectives:

o To study the consumer trends in telecommunication sector.

o To study consumer decision-making & preferences.

o To study marketing strategies adopted by Airtel.

o To study the level of customer satisfaction in Airtel.

o To study the market potential.

o To study customer purchase decision behaviour.

o To understand the needs of different consumer segments.

o Comparative study of different mobile companies.

Research Design

The following methodology was adopted for the study purpose:

Type of research:

- 63 -
Descriptive and qualitative research design were used while conducting the project.

Sampling Design was taken by the researcher as the Research design.

The major purpose of the study is to describe the state of affairs as it exists at present.

The study was based on the facts or information already available, & analysis of this

available information make a critical evaluation of the material.

Research Method/Technique:

In the project report the researcher used following techniques while conducting his

study:

 Analysis of documents

 Survey Method: A market survey was done on life insurance companies.

 Interview (Personal): Both open and closed ended (unstructured) questions

were asked while taking some information from the users of the cellular at

AGRA.

 Questionnaire (Structured): A structured designed comprehensive questionnaire

was framed and pretested for data collection from the customer of mobile

Research Data

Data is the key activity of marketing research. The design of the data

collecting method is backbone of research design.

Data constitute the foundation of statistical analysis and interpretation.

Hence the first step in statistical work is to obtain data.

Data can be obtained from two important sources, namely:

1. Primary Data

- 64 -
2. Secondary Data

Primary Data:

Primary data are gathered for the specific purpose or for a specific

research project, consist of original information for the fulfilment of project objective.

When the data are required for the particular study can be found neither in the internal

record of the enterprises nor in published sources. In some cases it may become

necessary to collect original data.

Primary data can be collected in four ways:-

1. Observation

2. Survey

Secondary Data:

Secondary data are the data, which already exists somewhere. Secondary

data provide starting point for research and after that the advantage of low cost and

ready availability. Secondary data can be divided into two types:

1. Internal data

2. External data

When researcher uses the data that has already been collected by other

data are called secondary data. Secondary data can be obtained from journals i.e.

internal sources report, government publication and books, professional bodies etc.

- 65 -
 Internal data are reports and memos generated within an organisation to

facilitate its operations and annual report. External data are those specially produce for

outside consumption.

Sources from which the researcher has taken the secondary data are

as under:

1. Direct observation

2. Airtel website

3. Books for marketing management

4. Surveys and customer data & report

5. Airtel’s customers care office

6. Airtel’s Brouchers

SAMPLE DESIGN

Area of Sample:

 The areas covered up in this survey was AGRA

Selection of units under study

Sampling Units from AGRA were suppliers and

Consumer of mobile connection

Source list (Sampling Frame)

- 66 -
SUPPLIERS: 10

CUSTOMERS: 40

Sample size: 50

Sampling Procedure: Probability Sampling (Simple Random Sampling)

“DATA ANALYSIS AND INTERPRATION”

- 67 -
 (1) Do you have own mobile connection?

A. Yes
B. No.

The data shows that the total sample size of 50 people taken for
research out of which 86% of persons keep mobile with them.
Sample size - 50

Having mobile Respondent

- 68 -
 Yes 43
No 7

- 69 -
 (2) Which kind of phone you would like use?

The data shows that the total sample size of 50 people taken for
research out of which 50% of persons like to use land line phone and 30%
person like to use mobile and rest 20% person like to use WLL.
Sample size - 50

CONNECTION Respondent
LANDLINE 25
MOBILE 15
WLL 10

- 70 -
(3) Which age group you belong to?
(a) 15-20
(b) 20-25
(c) 25-35
(d) 35- above

35-above
25-35
20-25
15-20

The analysis shows that 14% people from 15- 20 age group, 8% persons
from 20-25 age group, 36% persons from 25-35 age group, and 42% of
people from 35-above age group keep mobile with them.

Sample size - 50
Age Respondent
15-20 7
20-25 4
25-35 18
35-above 21

- 71 -
(4) What occupation do you have?
(a) Business
(b) Professional
(c) Government Employee
(d) Student

The data shows that 50 persons are from, 23 persons are professionals, 16 persons are
Private and 5 persons are found retirement 6 person are government employee to
consume mobiles.
Sample size - 50
Occupation Respondent
Professional 23
Private 16
Retirement 5
Government 6

- 72 -
(5) Which connection would you prefer?
(a) MTNL
(b) Airtel
(c) Orange/ Hutch
(d) BPL
(e) Reliance

When the preferences for mobile phone connections were asked, results
drawn that 40% of persons prefer to take BSNL because they believe in
BSNL’s better coverage & cheaper rates after BSNL, 20% of people opt
Reliance services because of its cheaper rate and flexible schemes, then
Airtel is only 25% but there is very high recommendation for its better
connectivity. Airtel is rich in attractive schemes and plans for business
persons and persons related to corporate world.

Sample size: 50
Phone Connections Respondent
Airtel 20
BPL 8
MTNL 12
OTHERS 10

- 73 -
(6) You would like to take prepaid connection or Post paid connection?

a. Prepaid
b. Post paid

The research study shows that almost people from the selected segment give
priority to Post Paid connection, because of the flexibility and attractive plans
for this market segment.

Sample size: 50
Connection Respondent
Pre paid 40
Post paid 10

- 74 -
 Airtel Competitor's Airtel Competitor's Airtel Lapu Competitor's
market % market% market% Market% % Lapu %
Careter’s meeting Pt. 40% 60% 45% 55% 41% 59%
Final Touch 67% 33% 45% 55% 45% 55%
Naaz photo comm. 36% 64% 42% 58% 43% 57%
Tone & melodies 45% 55% 43% 57% 40% 60%
Milan comm. 38% 63% 43% 57% 38% 63%
Aalamcomm. 45% 55% 57% 43% 29% 71%
Vijay electronics 38% 62% 38% 63% 38% 62%
Aman comm. 42% 58% 40% 60% 38% 62%
Rose comm. 43% 57% 29% 71% 29% 71%
 
TOTAL 45% 55% 43% 57% 37% 63%

- 75 -
 Airtel market Competitor's Airtel Competitor's Airtel Competitor's
Outlet name
% market% market% market% Lapu % Lapu %
A 2 Z communication 43% 57% 40% 60% 33% 67%
B.K.Marketing 64% 36% 50% 50% 40% 60%
Santacruz mart 61% 39% 9% 91% 41% 59%
Mobile villa 68% 32% 27% 73% 44% 56%
Vakola Mall 80% 20% 40% 60% 44% 56%
Matrix telecom 37% 63% 50% 50% 30% 70%
Gupta Telecom 58% 42% 38% 62% 45% 55%
Moon contacts 74% 26% 42% 58% 53% 47%
Mobile city 44% 56% 33% 67% 45% 55%
Konkan electronics 58% 42% 38% 62% 43% 57%
TOTAL 61% 39% 24% 76% 43% 57%

44% 46%

43% 40%
Mobile World
Khurshid Comm.
BABA Electronics
Gift Shop
Vakola Collection
43% 42%
Vijay Sales
Manjeet Disc
Star comm.
Malik comm.
Highway international
38%
48%

43% 36%

- 76 -
 Airtel Competitor's Airtel Competitor's Airtel Competitor's
market % market% market% market% Lapu % Lapu %
Gala & sons 75.00% 25% 53% 47% 60% 40%
Bharat telecom 75.00% 25% 45% 55% 45% 55%
Praveen & sons 70.97% 29% 56% 44% 56% 44%
Zarina general store 64.52% 35% 57% 43% 48% 52%
Ravi communication 72.73% 27% 55% 45% 48% 52%
Sai communication 75.00% 25% 45% 55% 44% 56%
Quality inn 62.50% 38% 52% 48% 56% 44%
Nirmals shop 76.47% 24% 48% 52% 60% 40%
Andheri Shop 66.67% 33% 50% 50% 43% 57%
Total 72.27% 28% 49% 51% 54% 46%

- 77 -
 Airtel Competitor's Airtel Competitor's Airtel Competitor's
market % market% market% market% Lapu % Lapu %
Nair Gallery 55% 45% 45% 55% 33% 67%
Poonam Art Gallery 50% 50% 44% 56% 43% 57%
Aman comm. 63% 38% 42% 58% 42% 58%
Khar Internationals 44% 56% 33% 67% 31% 69%
Saif business 26% 74% 47% 53% 40% 60%
Unique telecomm. 43% 57% 36% 64% 67% 33%
Antique
54% 46% 54% 46% 43% 57%
Communications
Harmain Entp.. 56% 44% 42% 58% 43% 57%
Orpat watches 56% 44% 56% 44% 29% 71%
Sindhi Mobiles 45% 55% 40% 60% 38% 62%
TOTAL 50% 50% 43% 57% 40% 60%

- 78 -
 Airtel competitor's Airtel competitor's Airtel competitor's
market % market% market% market% Lapu % Lapu %

Magic gallery 46% 54% 40% 60% 31% 69%

Photo world 40% 60% 40% 60% 35% 65%
Baba Telecom 42% 58% 63% 37% 36% 64%
Gift Point 48% 52% 5% 95% 37% 63%
Gift 4 U 36% 64% 45% 55% 29% 71%
Arco electronics 43% 57% 35% 65% 36% 64%
Marlboro telecom 38% 63% 38% 62% 36% 64%
Star comm. 43% 57% 30% 70% 36% 64%
Malik comm. 43% 57% 37% 63% 39% 61%
Highway international 44% 56% 29% 71% 38% 62%

TOTAL 43% 57% 38% 62% 35% 65%

- 79 -
 Juhu
Amar Golden Bharat Kapil Plus Point Plaza New Star Kumail
general
enterprises tel. stores comm. comm. comm. comm. comm.
store

Airtel prepaid connection

67% 58% 63% 71% 75% 73% 56% 50% 56%
stock
Competitor's stock 33% 42% 38% 29% 25% 27% 44% 50% 44%
Airtel coupon value 42% 40% 33% 33% 42% 40% 60% 40% 50%
Competitor's coupon value 58% 60% 60% 67% 58% 60% 40% 60% 50%
Airtel Lapu value 45% 40% 50% 56% 48% 47% 42% 40% 38%
Competitor's Lapu value 55% 60% 50% 44% 52% 53% 58% 60% 63%

- 80 -
 SALES OF DIFFERENT RETAILERS

Transforming Doing (New Sim)

S.No.
Value 570
1. Ginny Telecom 3000/a day 10 / a month
2. Sodhi Selection 3000/a day 7 / a month
3. Krishna Enterprises 3000/a day 2 / a day
4. Balajee Medical Store 1000/a day Don't Sell Sim
5. Pastry Palace 500/a day Don't Sell Sim
6. Sutech Photostat 1000/a day Don't Sell Sim
7. Mobile Gallery 2000/a day 12 / a month
8. E-Zone 4000/a day 10 / a month
9. Vikas Teleco 1000/a day 5 / a month
10. Skyline Communication 1000/a day 5/ a month
11. Kohli Associates 5000/a day 12 / a month
12. Amit Cellnet Don't Sell Lapu Don't Sell Sim
13. Sunrise Communication Don't Sell Lapu Don't Sell Sim
14. Gurunanak Telecom 3000/a day 15 / a month
15. Lambawatch Service 5000/a day 4 / a day
16. Shri Balajee Communication 500 / a day 15 / a month
17. Bharija Telecom 1000/a day 4/ a month
18. Chabra Sons 1500 / a day 10 / a month
19. Gupta Telecom 3000/a day 3/a day
20. Goodluck Telecom 3000/a day 5/a day
21. Arora Telecom 5000/a day 2/a day
22. Baboo Music House 4000/a day 1/a day
23. Rincle Electronics 5000/a day 2/a day
24. Honest Telecom 3000/a day 1/a day
25. Prince Communication 2000/a week 2/a day
26. Jyoti Telecom 5000/a week 2/a day
27. Hari Telecom 3000/a day 1/a day
28. Bansal Communication 3000/a day 2/a day
29. Verma Communication 5000/a week 1/a day
30. Sunny Sound 2000/a day 1/a day

- 81 -
31. Diksha Network Don't Sell Lapu Don't Sell Sim
32. Gogia Telecom 7000/a month 3/a month
33. Urvashi 3000/a day 2 /a day
34. Sharma Telecom 5000/a day 1/a day

- 82 -
 SOME OF THE OUTLETS THAT I HAVE COVERED

Transforming Doing (New Sim)

S.No.
Value 571
1. Your's Shop 8000 / a week 2 / a week
2. Gaba Communication 6000 / a week 1 / a week
3. Gosain Electronics 20,000 / a week 4 / a week
4. Sant Bakers 10,000 / a week 2 / a week
5. Unique Communication 3000 / a week 1 / a week
6. Sukh Communication 3000 / a week 1 / a week
7. Arora Communication 3000 / a day 2 / a week
8. Balajee Communication 15000 / a week 10 / a week
9. Dase Enterprises 7000 / a week 3 / a week
10. Gift Corner 20000 / a week 5 / a week
11. Deepak Communication 2000 / a week Don't Sell Sim
12. Kalptaru Communication 3000 / a week 4 / a week
13. JMD Communication 3000 / a day 3 / a week
14. Hello Point 5000 / a week 2 / a week
15. Grover Communication 5000 / a week 1 / a week
16. Electronics Ways 20,000 / a week 15 / a week
17. Com-Com 15,000 / a week 7 / a week
18. Melhotra Telecom 35,000 / a week 7 / a week
19. Grover Car Don't Sell Lapu Don't Sell Sim
20. Puneet Communication 4000 / a week Don't Sell Sim
21. Digital Age 3000 / a day 2 / a week
22. Bhawna Communication 3000 / a week 1 / a week
23. Anand Communication 3000 / a week 1 / a week
24. Vicky Communication 2000 / a day 1 / a week
25. B.S. Telecom 3000 / a day 2 / a week
26. Raju Telecom 6000 / a week 3 / a week
27. Noble Communication 9000 / a week 6 / a week
28. Sun Communication 5000 / a week 1 / a week
29. Tele Voice 3000 / a week 2 / a week
30. Asian Electronics 5000 / a week 4 / a week

- 83 -
31. Fine Computers 5000 / a week 1 / a week
32. Kundan Property Don't Sell Lapu Don't Sell Sim
33. Air Communication 5000 / a week 2 / a week
34. Melody 7000 / a week 2 / a week
35. Style Communication 5000 / a week 2 / a month
36. Apna Store Don't Sell Lapu Don't Sell Sim
37. Jaishree harmilap 2000 / a week 2 / a month
38. Monu Studio 5000 / a week 1 / a week
39. Crazy Communication 2000 / a week 2 / a day
40. Chawla Telecom 3000 / a week 1 / a month
41. Bhola Telecom Don't Sell Lapu Don't Sell Sim
42. Broadway Music 5000 / a month 1 / a month
43. Cellular Hut Don't Sell Lapu 4 / a month
44. Feeling Gift Point Don't Sell Lapu Don't Sell Sim
45. Jai Ambe Fancy Store Don't Sell Lapu Don't Sell Sim
46. Kiran STD Don't Sell Lapu Don't Sell Sim
47. Kundan Properties Don't Sell Lapu Don't Sell Sim
48. Ambika Telecom 2000 / a week 1 / Month
49. Manpreet Communication Don't Sell Lapu Don't Sell Sim
50. Naveen Corner Don't Sell Lapu Don't Sell Sim
51. Neha Enterprises 2000 / a week 1 / a month
52. Royal Amar Watch 2000 / a week 1 / a month

- 84 -
 FINDINGS

- 85 -
Airtel FSO

FSO - Full Service Outlet

Basically for providing customer services in terms of their queries to build good relation with

customers to reach a point of customer satisfaction. Building good customer relation does not

only help in expanding sales but also helps in knowing the customer better and knowing the

customer further leads to acknowledgement of tastes & preferences of the customer.

One of the various ways to reach the customer is through franchisee. It helps the customer to

be in touch with a particular business. The franchisee should be at many places to build a

strong relation with all segments of customer. It must also have many customer executives so

that there are enough people to attend all customers and time can be saved. It leads to instant

help to the consumer to be happy and satisfied and the sole purpose of marketing "Customer

Satisfaction is achieved.

OUTLOOK OF THE FRANCHISEE:

The franchisee was having transparent glasses outside so that anybody can look in that its

open from outside from inside the franchisee was beautifully furnished with furniture. Most

of the things there was of Red, black and white colour which are colours of Airtel. The

franchisee was centrally air-conditioned and have all the necessary things which customer

needs like sufficient number of seats, drinking water etc.

INTERACTING WITH THE CUSTOMER'S

- 86 -
All the customer's were treated well, when they enters the franchisee the executives greets

them. All the executives there listens the customer query very patiently and try there level

best to solve it they send the customer to the floor manager.

For eg.:

For the new connection - The executives first listening to the customer patiently (his needs

and preferences) than tell them postpaid and prepaid connection plans which most suited to

the customer and helps them to choose the best for them, on the basis of their budget, for

what purpose they are buying, how often he will use it etc.

SERVICES PROVIDED BY Franchisee:

New Postpaid and prepaid connection

New SIM issue

Duplicate SIM issue.

Coupons and Easy recharge (Value)

Bill deposit (In cash and cheque)

Solving Customer queries

Migration of prepaid connection to postpaid connection and vice versa

Name and Address change of postpaid connection

Activation of Roaming and STD

Bill details

Changing of plans

Disconnection of plan

Mobile problems

Queries regarding broadband, GPRS

- 87 -
Queries regarding Land line phone

OBSERVATION:

The executives there were not fully aware of all plans. For eg. the executives was not aware

that Rs. 2,000 prepaid Connection in which the customer's get two years incoming validity

was still going on, he come to know about it when the customer said that he got a message

from Airtel today about this plan.

Customer's of new connection were very unhappy that there connection will be activated after

a weak.

Customer's were not satisfied with the Airtel services.

Customer care number doesn't connects easily, it takes a lot of time to connect some-times a

day to speak with executive.

Many fraud cases were coming.

Most of the people are opting for postpaid connection instead of prepaid connection postpaid

and prepaid connection plans which most suited to the customer and helps them to choose the

best for them, on the basis of their budget, for what purpose they are buying, how often he

will use it etc.

Most of the people were opting for Rs. 1399 advance rental plan of 2 years.

Many customers were demanding for corporate connection but the executives said that

individual connection of corporate is not possible; they should be atleast five connections.

People were very happy with add-on scheme of postpaid and also opting for it.

The franchisee sells 7 to 9 postpaid and 3 to 5 prepaid connection daily.

Many customer's were coming for making adjustment in their bill plan or amount.

- 88 -
Many customer's were coming with the problem that the plan they are assigned was not opted

by them.

Radio-connectivity of their system was getting very slow again and again by which the

customer's were getting irritated.

The customer's who need prepaid connection were getting less preference in comparison to

the customer's who need postpaid connection.

The customers were very happy with Airtel scheme in which the customer can make the

payment through bank automatically every month by filling ECR form.

- 89 -
RECOMMENDATION AND SUGGESTIONS

SUGGESTIONS

- 90 -
There should be more customer care numbers and executives so that the problems of the

customers can be solved quickly.

They should have more space for payment.

The executives there should be given training time to time about new schemes and plans.

No phone calls should be attended while entertaining the customer.

Every executives should know his responsibility and work.

RECOMMENDATION

The company should go ahead with aggressive marketing. They should light competition on

1. Awareness level.

2. Pricing strategy.

Thus, the recommendations fir these are as follows:

1. AWARENESS

(a) The company should sponsor local programs.

(b) The company should arrange briefing sessions at prominent clubs such as LIONS

CLUB and ROTARY CLUBS etc.

(c) The company should organize awareness quizzes through Newspapers, Magazines &

announce suitable rewards accordingly.

(d) The company should distribute, l eaflets of AIRTEL

Cellular in posh colonies of AGRA.

2. PRICING STRATEGY

- 91 -
(a) The company should look the strategies of the competitive companies.

(b) The company should try its level best to keep the price low as compare to competitors.

(c) The schemes should be updated as per the needs and occasions

SUGGESSTIONS

(a) As the company have captured the western market they should retain the

customers

(b) Try to capture the nearest other markets nearby

(c) Occasional offers

(d) Proper billings to the post paid users

(e) Proper response to the customers on the helpline no. Or toll free nos.

(f) Roaming deposits should be reduced

FURTHER SUGGESTIONS

 MATCH COMPETITORS SCHEMES.

 COMMUNICATE THE SCHEMES TO Fos. AND RETAILERS DAILY.

 BETTER NUMBERS IN PRE – PAID AS CUSTOMER REQUIRES CHOICE.

- 92 -
 ENHANCE THE SERVICE IN AREAS WITH WEAK NETWORK.

 COORDINATION BETWEEN DEPARTMENTS MUST BE IMPROVED.

- 93 -
 “CONCLUSION”

“Good services is the way to retain the clients”

 AIRTEL CONNECTIONS ARE SELLING BECAUSE OF BEST

NETWORK COVERAGE.

 GOOD RELATIONSHIP OF FOS. & REATILER IS BEING HELPFUL IN

SELLING.

 LARGE MARKET COVERAGE, EASY AVAILABILITY OF COUPONS.

- 94 -
CUSTOMER CARE NUMBER DOES NOT CONNECTS EASILY AND

EXECUTIVES THERE WERE ALSO NOT AWARE OF THE SCHEMES

- 95 -
 LIMITATIONS OF THE STUDY

While working on this project I have to face some difficulties while conducting the survey. People

were not interested in giving there actual information about their family income and airtime, as they

were extremely scared about the income tax some people have difficult to take them in confidence

so that they can give correct information.

Some of the limitations are:

Not at home

Refusal to co-operate

Respondent bias

- 96 -
 Scope for further research

- 97 -
 SWOT ANALYSIS OF AIRTEL

Strengths

INVESTOR’s FAITH:

Investor’s faith in Airtel that causes huge monetary support.

STRONG ADMINISTRATION:

Under the leadership of Bharti Cellular Ltd Airtel proved themselves as an well-organized &

administrative company.

BRAND NAME:

Airtel as a brand is the synonym of success. It is the largest private limited organization of

India.

Weakness

Lack Of Co-Ordination Between Deptt.

Lack of Choice of Good Pre-paid numbers like XXYY numbers like others providing.

Opportunity

favourable TARRIFS: Newly issued tariffs are suitable for Airtel so they can easily modify

their tariff plans according to it and gain customer attraction.

Threats

tough COMPETITION: Airtel has to face a tough competition with existing market leaders

like Reliance (Reliance is providing Free Outgoing also) Hutch, Idea, Dolphin and Trump.

- 98 -
 BIBLIOGRAPHY

- 99 -
BOOKS
Marketing Management by Philip Kotler 9th Edition

Research Methods for management by Dr. S. Shajahan 2nd Edition

Principal & Practice of Management by L.M. Prasad, 4th Edition.

REFRENCES
AIRTEL’s reports
Books & magazine on mobile communication

WEBSITES & SEARCH ENGINE

www.airtelworld.com
www.bhartiteleventures.com
www.researchandmarket.com
www.info-shop.com
www.smartmobs.com
www.yahoosearch.com

- 100 -
 QUESTIONNAIRE

- 101 -
 SURVEY OF AIRTEL

Dear Sir/Madam,

We are thankful to you for patronizing AIRTEL. We hope that you are satisfied

with the product and quality of the services offered by the Airtel. As there is always scope for

improvement, we would like to get your opinion in these areas.

I would, therefore, request you to kindly assist us in our efforts by sparing a little

time to give us your valuable feedback and suggestions in the feedback form below. Please

do not hesitate to inform us of any observation that you think may be relevant. We assure you

that we would try to come up to your expectations.

Name:
……………………………………………………………………………………

Sex :………………… Age:…………

Occupation: ..
………………………………………………………………………..…………

Address:
……………………………………………………………………………………
……………………………………………………………………………………

Contact Number: +91989…………………

1. WHICH PRODUCTS OF AIRTEL THEY WERE SELLING AND WHICH

NOT?
__________________________________________________________________
__________________________________________________________________
_____________________________________________

- 102 -
2. WHY WERE THEY NOT SELLING THAT PARTICULAR PRODUCT.
__________________________________________________________________
__________________________________________________________________
_____________________________________________

3. WHAT ARE THE DIFFICULTIES FACED DURING SELLING THE

PRODUCTS.

__________________________________________________________________
__________________________________________________________________
_____________________________________________

4. WHAT IS THE LEVEL OF STOCK MAINTAINED BY THEM.

__________________________________________________________________
__________________________________________________________________
_____________________________________________

5. THEIR FEEDBACK IN COMPARISON WITH THE COMPETITORS.

_____________________________________________________________________
_____________________________________________________________________
_______________________________________

- 103 -