Ritesh Airtel Report
Ritesh Airtel Report
Ritesh Airtel Report
On
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COMPANY CERTIFICATE
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COLLEGE CERTIFICATE
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DECLARATION
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DATE: RITESH KUMAR YADAV
PLACE:
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ACKNOWLEDGEMENT
Presenting a Summer Training project of this type is an arduous task, demanding a lot
of time. I cannot in full measure reciprocate the kindness shown and contribution made by
various persons in this endeavor. I will remember all of them with gratitude.
My sincere thanks towards Mr. ANAND PRIYA DE ASM -Airtel, DELHI), for giving
me a chance to take this project and for her valuable guidance, which helped me on all those
points, which I needed to include in, with full intensity , for his significant support extended
I am extremely gratified to Mr. RAHUL SINGH (T.L., Airtel), who was extremely
helpful in offering his professional expertise and bestowing me practical knowledge in all
I am very grateful to our Director Dr. S.S.Paul; H.O.D Mr. Sandeep Kumar, and all
faculty members for their excellent guidance in the completion of my project work
I am always beholden to my God, for always being with me and showing me the right
ways, my family members, for always doing favors to me and my friends and colleagues
consistently helped with encouragement and criticism throughout the project work, for
always lifting my sights to higher vision, raising my personality beyond normal limitation
and for realizing me my strengths and potential, specially my brother, as I did not always
welcome her exhortation, “try again; you can do better.” But this project owes a great deal to
it – and so do I.
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PREFACE
It’s a thing of massive gratification for me to present this Summer Training Project
Report on the topic “ Customer Acquisition & retention of airtel customer in Delhi ”
Mobile telephony adoption is on the rise and recent technological innovations have
dramatically enhanced the capabilities of the wireless telephone. Leveraging the power of
these new capabilities, various business sectors are working together to offer a wide array of
services. Each sector is looking for the next "killer application," yet we are still learning
about people's information and communication needs while "on the go."
The goal of this two-months training is to bring together an international group of 5-8
practitioners and researchers from various sectors of the mobile communications industry. We
will discuss the following topic areas and, prior to the workshop; invite participants to
identify specific issues that they feel are particularly relevant and timely.
I myself have for a long time deeply interested in studying consumer trends &
I know that even in the areas in which I have a little knowledge, I do not know
enough. There are new tasks in these areas for which I am not yet equipped with tested,
proven approaches and tools. New areas of challenge and new technology problems has
arisen, where I have done 7 little work so far and where I have so far only ignorance rather
This project attempts to identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through policies, principles, and practices to accomplish the new tasks and to
satisfy the customer needs. By this practical training I am able to equip the manager with the
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understanding, the thinking, the knowledge, and the skills for todays and also for tomorrow’s
market exigency.
Initially I was just having the bookish knowledge about all Marketing policies,
practices and functions, but after joining this organization, I got most of the practical
Though it is not possible to have the information of all the spheres in market, in such
a very short period, but I tried to get more and more about all functions and practices applied
This is the boom time for mobile industry. Youths are having keen flair for mobile
communication.
Now the mobile communications are the fastest growing industry. We can reach to
anyone, anywhere across world through mobile connectivity. Just look in the areas they’re in;
government, computer helpdesks- the list goes on market is going on global, & so the need of
I saw that though the times are hard but if same thing innovative is done, people will get
We are fast becoming a part of a new era of management. No longer does a manager
This study, complex as it is, has acquired new dimensions with the dynamic social and
technological changes of the past two decades. Changing technologies, cultural diversity,
more educated work force and awareness of rights and privileges have prompted a new look
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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
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
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EXECUTIVE SUMMARY
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
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
Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
and level of satisfaction in Airtel communication Ltd. The study was conducted in Delhi with
“TABLE OF CONTENTS”
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CHAPTER – I
INTRODUCTION
COMPANY PROFILE
ORGANIZATIONAL STRUCTURE
CHAPTER – II
COMPANY PLANS.
CHAPTER – III
RESEARCH METHODOLOGY
RESEARCH DESIGN
COLLECTION OF DATA
PRIMARY DATA
SECONDARY DATA
CHAPTER – IV
SWOT ANALYSIS
FINDINGS
CONCLUSION
CHAPTER –V
APPENDIX
BIBLIOGRAPHY &QUESTIONNAIRE
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CHAPTER 1
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INTRODUCTION
With the dramatic changes in interpersonal communication over the past decade, Internet
messaging has emerged as the primary medium for transferring information quickly,
inexpensively, and reliably. However, the growing popularity of wireless telephones has
cellular communication, this market is expected to see explosive growth over the forecast
period.
TELECOM HISTORY
1880: The photo phone and the first voice radio-telephone call
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The modern era begins
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
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.
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Michael Faraday - 1791 to 1867
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.
In 1830 the great American scientist Professor Joseph Henry transmitted the first
practical electrical signal; showing that electromagnetism could do more than just create
Albany Academy classroom, Henry created the forerunner of the telegraph. While Henry did
not pursue electrical signaling, he did help someone who did. And that man was Samuel
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.
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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 seemed, his
experiment. Undaunted, Morse proceeded without the cable, passing his telegraph signals
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.
In 1843 Faraday began intensive research into whether space could conduct
electricity.
Field" which concluded that light, electricity and magnetism were all related and that all
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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
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.
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
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.
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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.
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
Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a
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
In December 24, 1906, Reginald Fessenden accomplished the first radio bandwave
Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to telegraph
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
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over a pair of telephone wires, seeking a pair that was free. When they were found, Lars
Magnus would crank the dynamo handle of the telephone, which produced a signal to an
Around the same time, the triode tube was developed, allowing far greater signal
strength to be developed both for wireline 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
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
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
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History of cellular mobile telephony: 1982 to 2001
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
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3. Support for international roaming.
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.
1987 September - 13 operators and administrators from 12 areas in the CEPT GSM advisory
group signed the charter GSM (Groupe Spéciale Mobile) MoU "Club" agreement, with a
The original French name Groupe Spéciale Mobile was changed to Global System for Mobile
1989 – 1998
Standards Institute (ETSI), and phase I of the GSM specifications was published in 1990.
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.
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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 fulfillment of the original criteria and the continual
1990
1991
1992
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1993
GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.
Telkom '93 was held in Cape Town. First GSM systems were shown.
1994
Vodacom became the first GSM network in the world to implement data/fax.
1995
GSM MOU was formally registered as an association registered in Switzerland with 156
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.
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1996
2001
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COMPANY PROFILE
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
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
VISION:
To make mobile communications a way of life and be the customers' first choice.
MISSION:
• Cost efficiency
CORE VALUE:
We will delight our customer with our simplicity, speed & innovation.
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AIRTEL MOBILE COMMUNICATIONS LIMITED
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
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
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
The number of mobile subscribers in India is expected to show rapid growth over the next
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Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
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
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.
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.
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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 is tr ib u to r
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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 -B
THREE TYPES OF SALES:
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2. Secondary Sales - Distributor to Retailers
FOS (Saw that the form is completed and has Accessory papers
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MOBILE FOOTPRINT
The map below depicts the location of, and provides certain information for, Bharti Tele-
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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
(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
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in
Delhi & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not
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.
2) Comprises the circles of Delhi, Himachal Pradesh, Karnataka and Andhra Pradesh.
3) Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and
Chennai.
5) Based on data released by the COAI on the total number of persons subscribing to
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CHAPTER 2
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BUSINESS & MARKETING STRATEGIES
Stalls at famous places: they conduct their stall after a particular period of time
Print media
Hoarding
Banners
Advertisement
Leaflets
• Follow ups
• By KNOP
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Mobile Strategy
Capture maximum telecommunications revenue potential with minimum
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
Provide affordable tariff plans to suit each segment of the market with a view to expand the
Industry additions were up from the last month's 12.71 Lacks to 13.69 Lacs 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
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
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
SMS
ASTROLOGY
RINGTONES
VOICE-MAIL
DAIL-A-RINGTONE
LOGOS
CALLER TUNES
MUSIC MESSAGING
FLASH MESSAGES
BLINKING MESSAGES
JOKES
LOVE JOKES
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YAHOO! MESSAGING
YAHOO! MAIL
NEWS UPDATES
SPORTS
CALLER IDENTIFICATION
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
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
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
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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
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
sensors, actuators, processing units, and (embedded) software. The personal computer has
resources.
The device (and therefore the user) is always on-line, the user is identifiable, the device can
TRENDS”
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
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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.
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INDIVIDUAL CUSTOMIZATION
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
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 flavor, 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
Changes in consumption patterns are an important factor in this development. While the retail
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.
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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
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.
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
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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.
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‘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
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 cellphone. Once that money gets exhausted you can buy another recharge coupon
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
Advantages of prepaid:
Some of the many advantages that you enjoy with Airtel Pre-Paid...
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as
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much as you feel the need to! Now that's what we call complete freedom!
No Rentals
No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!
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!
60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience
Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple
steps!
With our round-the-clock recharge facility, recharge you Airtel prepaid card
anytime, anywhere!
Call Line Identification gives you the power to know the phone number of
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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.
Avail of special services like call waiting, call hold and call divert – all with your
With Airtel’s Short Messaging Service (SMS), send messages and jokes to your
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!
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,
POST-PAID PLAN
exciting, innovative yet simple new ways to communicate, just when you want to, not
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just through words but ideas, emotions and feelings. To give you the unlimited
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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) 1 1 1
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 3.00
- 49 -
New India Home 299
- 50 -
ONE TIME CHARGES (Rs.)
Activation Charges 250
Membership Fee 250 ,converts into security deposit after 24
mnths
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
- 51 -
Airtel 175 Plan
- 52 -
AirtelTIME
ONE Out CHARGES
of Home Circle
(Rs.)
Activation Charges Rs.250
Membership Fee Rs.250(converts to security deposit post 24
mnths)
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
- 53 -
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
more than 1000 cities and major highways across India. We also provide international
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
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
Circle (STD)
- 54 -
M2M 0 200 1.99
> 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
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 dialed when you are roaming.
- 55 -
Airtel launches “Music Messaging” service
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.
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 enrol 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
- 56 -
of this new service is another step in the same direction as it enables 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
Bharti is to first achieve critical mass, then drill deep instead of spreading thin.
In keeping with this, the company has been providing excellent service to its
Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Delhi
(inclusive of NCR). With a footprint dominating the map of India, Airtel Cellular
total telephony potential. With the objective of critical mass achieved, Airtel Cellular
- 57 -
CHAPTER 3
- 58 -
OBJECTIVE OF THE STYDY
o To study the consumer trends in telecommunication sector.
- 59 -
RESEARCH METHODOLOGY:
Research problem:
satisfaction in Airtel communication Ltd. The study was conducted in Delhi with
Research Objectives:
Research Design
Type of research:
Descriptive and qualitative research design were used while conducting the project.
- 60 -
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
Research Method/Technique:
In the project report the researcher used following techniques while conducting his
study:
• Analysis of documents
were asked while taking some information from the users of the cellular at
DELHI.
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
1. Primary Data
2. Secondary Data
Primary Data:
- 61 -
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
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
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.
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:
- 62 -
1. Direct observation
2. Airtel website
6. Airtel’s Brouchers
SAMPLE DESIGN
Area of Sample:
SUPPLIERS: 10
CUSTOMERS: 40
Sample size: 50
- 63 -
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
Not at home
Refusal to co-operate
Respondent bias
- 64 -
CHAPTER 4
- 65 -
“DATA ANALYSIS AND INTERPRATION”
(1) Do you have own mobile connection?
A. Yes
B. No.
14
Having Mobile
Not having
mobile
86
- 66 -
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
Yes 43
No 7
- 67 -
(2) Which kind of phone you would like use?
Land line
Mobile
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
- 68 -
(3) Which age group you belong to?
(a) 1520
(b) 2025
(c) 2535
(d) 35 above
15-20
20-25
25-35
35-above
The analysis shows that 14% people from 15 20 age group, 8% persons
from 2025 age group, 36% persons from 2535 age group, and 42% of
people from 35above age group keep mobile with them.
Sample size 50
Age Respondent
1520 7
2025 4
2535 18
35above 21
- 69 -
(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
- 70 -
(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
- 71 -
(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
- 72 -
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%
- 73 -
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%
- 74 -
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%
- 75 -
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%
- 76 -
Airtel competitor's Airtel competitor's Airtel competitor's
market % market% market% market% Lapu % Lapu %
- 77 -
Juhu
Amar Golden Bharat Kapil Plus Point Plaza New Star Kumail
general
enterprises tel. stores comm. comm. comm. comm. comm.
store
- 78 -
SALES OF DIFFERENT RETAILERS
- 79 -
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
- 80 -
SOME OF THE OUTLETS THAT I HAVE COVERED
- 81 -
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
- 82 -
SWOT ANALYSIS OF AIRTEL
Strengths
INVESTOR’s FAITH:
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 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
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.
- 83 -
FINDINGS
Airtel FSO
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
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.
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
- 84 -
INTERACTING WITH THE CUSTOMER'S
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
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.
Bill details
Changing of plans
Disconnection of plan
- 85 -
Mobile problems
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
Customer's of new connection were very unhappy that there connection will be activated after
a weak.
Customer care number doesn't connects easily, it takes a lot of time to connect some-times a
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
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.
- 86 -
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.
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
The customer's who need prepaid connection were getting less preference in comparison to
The customers were very happy with Airtel scheme in which the customer can make the
SUGGESTIONS:
There should be more customer care numbers and executives so that the problems of the
The executives there should be given training time to time about new schemes and plans.
- 87 -
RECOMMENDATION
The company should go ahead with aggressive marketing. They should light competition on
1. Awareness level.
2. Pricing strategy.
1. AWARENESS
(b) The company should arrange briefing sessions at prominent clubs such as LIONS
(c) The company should organize awareness quizzes through Newspapers, Magazines &
2. PRICING STRATEGY
(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
- 88 -
SUGGESSTIONS
(a) As the company have captured the western market they should retain the
customers
(e) Proper response to the customers on the helpline no. Or toll free nos.
FURTHER SUGGESTIONS
- 89 -
“CONCLUSION”
NETWORK COVERAGE.
SELLING.
- 90 -
CHAPTER5
- 91 -
QUESTIONNAIRE
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
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
Name: ……………………………………………………………………………
………
Occupation: ..……………………………………………………………………
…..…………
Address: …………………………………………………………………………
……………………………………………………………………………………
…………
- 92 -
2. WHY WERE THEY NOT SELLING THAT PARTICULAR PRODUCT.
__________________________________________________________________
__________________________________________________________________
_____________________________________________
__________________________________________________________________
__________________________________________________________________
_____________________________________________
BIBLIOGRAPHY
- 93 -
• BOOKS
Marketing Management by Philip Kotler 9th Edition
• REFRENCES
• AIRTEL’s reports
• Books & magazine on mobile communication
- 94 -