EXECUTIVE SUMM ARY

The project aims at understanding the Marketing strategies at Bharti Airtel and its
impact on the perception of Airtel telemedia Services. Research has demonstrated
conclusively that it is far more costly to win a new customer than it is to maintain an
existing one. And there is no better way to retain a customer than to exceed his
expectations. For this purpose it is essential to know the level of customer satisfaction.
The focus of my research was the measurement of customer satisfaction level for the
services provided by Bharti Airtel. The research was done for the corporate clients of
Bharti Airtel. My job was not only to represent the Corporate Sales Dept. and collect
the feedback from the clients but also to get the major complaints resolved through
internal counselling. There can be no better opportunity to interact with the external as
well as the internal customers of an organization. Finally the results of the research
verify the fact that keeping the customer satisfied is the best strategy to not only
retain the existing customers but also to expand the business to new horizons.

INTRODUCTION
HISTORY OF COMPANY
Bharti Airtel is one of India's leading private sector providers of telecommunications services based
on an aggregate of 66,689,943 customers as on April 30, 2008, consisting of 64,370,434 GSM mobile
and 2,319,509 Bharti Telemedia subscribers.
The businesses at Bharti Airtel have been structured into three individual strategic business units
(SBUs) - mobile services, telemedia services (ATS) & enterprise services. The mobile services group
provides GSM mobile services across India in 23 telecom circles, while the ATS business group
provides broadband & telephone services in 94 cities. The enterprise services group has two sub-units
- carriers (long distance services) and services to corporates. All these services are provided under the
Airtel brand.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and The National Stock Exchange
of India Limited (NSE). The company has a strategic alliance with SingTel. The investment made by
SingTel is one of the largest investments made in the world outside Singapore, in the company.

The companys mobile network equipment partners include Ericsson and Nokia. In the case of the
broadband and telephone services and enterprise services (carriers), equipment suppliers include
Nortel, Corning, among others. The Company also has an information technology alliance with IBM
for its group-wide information technology Siemens,requirements and with Nortel for call center
technology requirements. The call center operations for the mobile services have been outsourced to
IBM Daksh, Hinduja TMT, Teletech & Mphasis

MILESTONE OF COMPANY
1

Mobile phone operator, Bharti Airtel, became the first Indian telecom company to serve 50
million customers last month, and is now the worlds tenth largest wireless carrier.

Bharti has doubled its user base in the past 14 months alone, and hopes to reach 100 million
subscribers by 2010, according to company executives.

Our next 50 million will largely come from rural India as our plan is to reach 5,200 census
towns and over five lakh villages, covering 96 per cent of the Indian population, said Bharti
Airtel president and CEO, Manoj Kohli, at a news conference this week.

Bharti Airtel, Indias leading telecommunication services provider, today announced that it had
crossed the 50 million customer mark. With this, Bharti Airtel has achieved the distinction of
becoming the fastest private telecom company in world to achieve this landmark in a single
country - within 143 months of start of operations. The 50 million customer base covers mobile
as well as broadband & telephone customers.

Commenting on this major global landmark, Mr. Akhil Gupta, Joint Managing Director, Bharti
Airtel said, We are delighted to have achieved this major landmark, which puts Bharti Airtel
amongst the top telecom companies in the world. It underlines the strength of our unique
business model and our vision to provide affordable services like lifetime prepaid to customers
across the length and breadth of the country. I would like to thank our partners for having shared
our vision. This milestone highlights the emergence of India as one of the top telecom markets in
the world and we are proud to have been at the forefront of this growth. Going forward, we
believe this growth momentum will remain intact and we are gearing towards the 100 million
customers mark.

Bharti Airtel crossed the 10 million customer mark in November 2004. In July last year, it
crossed the 25 million customer mark.

The company added the next 25 million customers in just 14 months. This is amongst the fastest
rate of customer additions by any telecom company in the world.

Mr. Manoj Kohli, President & CEO, Bharti Airtel added, This is a very proud moment for us
and I would like to thank our 50 million customers for believing in Airtel. It is a tribute to our
commitment to provide best-in-class services to our customers and lead the market with exciting
innovations. We are committed to create a world-class organization and benchmark it with the
best in the world. As the market gets ready for the next wave of growth, we are committed to
expanding our telecom networks wider and deeper across the country and partner Indias growth
story.

In the mobile business, Bharti Airtel plans to make considerable investments in Network
expansion to establish presence in all census towns and over 500,000 villages across India by
2010, thereby covering 95% of the countrys total population. The companys strategic focus
will be on further strengthening the Airtel brand through best-in-class customer service, which is
backed by wide national distribution.

10

In the Enterprise business, Bharti Airtel will invest substantially in the long distance business
to achieve the scale of a global carrier within next 2-3 years. It is also strengthening the
corporate business towards becoming a preferred managed services partner for the top 2000
corporations. In Broadband & Telephone SBU, Bharti Airtel will initiate large-scale

deployments of broadband network infrastructure in 94 towns, with a sharp focus on the home
and SME segments. It is readying to offer triple play to its customers with the launchof
IPTV

its

service.

Bharti Tele-Ventures
Bharti Tele-Ventures is one of India's leading private sector providers of telecommunications
services based on an aggregate of 28,692627 customers as on September 30, 2006, consisting
of 27,061,349 GSM mobile and 1,631,278 broadband & telephone customers.The businesses at
Bharti Tele-Ventures have been structured into three individual strategic units (SBUs)
1. mobile services
2. broadband and telephone services (B&T)
3. enterprise services
The Mobile services group provides GSM mobile services across India in 23 telecom circles,
while B&T business group provides broadband & telephone services in 94 cities. The
Enterprise Services group has two sub-units carriers (long distance services) and services
top corporates. All these services are provided under the Airtel brand.
Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications
with its world class products and services. Established in 1976, Bharti has been a pioneering force in
the telecom sector with many firsts and innovations to its credit. Bharti provides a range of telecom
services, which include Cellular, Basic, Internet and recently introduced National Long Distance.

Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the
largest manufacturer of telephone instruments in India, it is also the first company to export its
products to the USA.
Bharti is the leading cellular service provider, with a footprint in 16 states covering all four metros. It
has over 12 million satisfied customers.Bharti Enterprises has successfully focused its strategy on
telecom while straddling diverse fields of business.
From the creation of 'Airtel', one of India's finest brands, to becoming the largest manufacturer and
exporter of world class telecom terminals under its 'Beetel' brand, Bharti has created a significant
position for itself in the global telecommunications sector. Bharti Tele-Ventures is today
acknowledged as one of India's finest companies, and its flagship brand 'Airtel', has over 12
million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bhartis successful foray into the Customer
Management Services business, Bharti Enterprises dynamic diversification has continued with the
company venturing into telecom software development. Recently, Bharti has successfully launched an
international venture with EL

Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri products exclusively to
markets in Europe and USA

"What other operators have achieved in one to two years, Bharti has done
in just over a month. In July 2002, one out of every two people buying a
mobile across India chose AirTel. We are truly proud to be spearheading
the mobile revolution in the country."
Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002

Board of Directors
The Board of Directors of the Company has an optimum mix of Executive and Non-Executive
Directors, which consists of three Executive and fifteen Non-Executive Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive Director and the
number of Independent Directors on the Board is 50% of the total Board strength. The independence
of a Director is determined on the basis that such director does not have any material pecuniary
relationship with the Company, its promoters or its management, which may affect the independence
of the judgment of a Director.
The Board members possess requisite skills, experience and expertise required to take decisions,
which are in the best interest of the Company. The composition of the Board is as under:

Sunil Bharti Mittal

Rajan Bharti Mittal

Akhil Gupta

Rakesh Bharti Mittal

Chua Sock Koong

N. Kumar

Kurt Hellstorm

Donald Cameron

Paul OSullivan

Professor V.S. Raju

Pulak Chandan Prasad

Bashir Abdullah Currimjee

Gavin Darby

Syeda Imam

Ajay Lal

York Chye Chang

Paul Donovan

Arun Bharat Ram

AIRTEL ALLOVER

ACHIEVEMENTS

First to launch Cellular service on November 1995.

First operator to revolutionaries the concept of retailing with the inauguration of AirTel
Connect (exclusive showrooms) in 1995.

First to introduce push button phone in India.

First to expand it's network with the installation for second mobile switching center in April,
1997 and the first to introduce the Intelligent Network Platform First to provide Roaming to
its subscribers by forming an association called World 1 Network.

First to provide roaming facility in USA. Enjoy the mobile roaming across 38 partner
networks & above 700 cities Moreover roam across international destinations in 119 countries
including USA, Canada, UK etc with 284 partner networks.

BHARTI announces aggrement with VODAFONE marking the entry of the World's Largest
Telecom Operator into India

Bharti Enterprises and AXA Asia Pacific Holdings Limited announce Partnership for a life
insurance joint venture in India .Airtel Launches future factory - Centres of Innovation to
Incubate Pioneering Mobile Applications

16 states, 600 million people. Only India's leading mobile service offers you the truly
'freedom-packed' Prepaid!

It is also the first company to export its products to the USA.

BHARTI announces agreement with VODAFONE marking the entry of

the World's Largest Telecom Operator into India

Vodafone to invest approximately Rs. 6,700 crores (approx. USD 1.5 bn.) to acquire around
10% in Bharti Tele-Ventures Ltd.

Bharti Enterprises, SingTel and Vodafone to take Bharti Tele-Ventures Ltd. to unassailable
leadership position in India

The largest single foreign investment ever in the history of India

The largest investment in the Indian telecom sector

Bharti establishes its supremacy in the Indian telecom market, having attracted Asias best
SingTel, and now worlds best Vodafone.

Bharti set to gain global leadership in the telecom sector

Bharti Enterprises continues to hold shareholding and management control in Bharti TeleVentures.

BROADBAND MARKET IN INDIA

With a population of around 1.1 billion growing at roughly 1.7 per cent a year, India is
potentially one of the most exciting broadband and fixed line markets in the world.
After two rather difficult years, the past 12 months have seen the region's promise
beginning to come to fruition. Much of this success can be attributed to the
stabilization of the licensing and regulatory environment. Indias telemedia have
undergone a steady liberalization since 1994 when the Indian government first sought
private investment in the sector. More significant liberalization followed in 1996 with
the licensing of new local fixed line and mobile service providers. However, it has
been the

government's New Telecom Policy (1999) that has had the most radical impact on the
development of Broadband and fixed line services. 'The policy's mission statement is
'affordable communications for all', There is a genuine commitment to creating a
modern and efficient internet infrastructure that takes account of the convergence of
telecom, IT and media. In addition, the policy places significant emphasis on greater
competition for both fixed and mobile services.'Competition in the broadband internet
sector has already had a visible impact on prices with calls and internet charges
currently costing less than 9 cents per minute. This means that service costs have fallen
by 60 per cent since the first broadband networks became live in 1995. It also helps
explain why a recent Telecom Asia survey revealed that more than 70 per cent of
Indian internet subscribers of broadband felt that prices were now at a reasonable
level.
One of the challenges facing broadband operators in India is the diversity of the
coverage regions -from remote rural regions to some of the most densely populated
metropolitan areas in the world as unwired areas, blacklisted areas and Distributed
point choked areas etc.

The good news is that subscriber growth is beginning to look healthy.

With India's low PC penetration and high average Internet usage -at 1420 hours a month per user it is comparable to the US -the market for
mobile data and m-commerce looks extremely promising. WAP services
have already been launched in the subcontinent and the first GPRS
networks are in the process of being rolled out. In the year ahead,
broadband India will work with its members to realize the potential of
early packet services in anticipation of the award of 3GSM licences.
India fastest growing broadband mart
India is expected to have 145 million customers by 2010-11 compared to
26 million subscribers as on March 2008-09, according to the
Broadband and fixed line Association. " India is a success story. It is one
of the fastest growing markets with its subscriber base doubling in
2009. At this pace, the target of 150 million subscribers by 2010-2011 is
definitely achievable," Alan Hadden, president of GSA, said at a news
conference in New Delhi.Globally, the broadband market reached 1
billion users in February 2005, he said, adding broadband accounted for
80 per cent of the new subscriber growth in 2009.

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

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

VISION
By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

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

Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. A consortium of giants in the
telecommunication business. In it's six years of pursuit of greater customer satisfaction,
AirTel has redefined the business through marketing innovations, continuous technological
up gradation of the network, introduction of new generation value added services and the
highest standard of customer care.
Bharti is the leading cellular service provider, with an all India footprint covering all 23
telecom circles of the country. It has over 12 million satisfied customers.

Cellular telephony was introduced in India during the early 1990s. At that time, there
were only two major private players, Bharti (Airtel) and Essar (Essar) and both these
companies offered only post-paid services. Initially, the cellular services market
registered limited growth.

Moreover, these services were mostly restricted to the metros. Other factors such as lack
of awareness among people, lack of infrastructural facilities, low standard of living, and
government regulations were also responsible for the slow growth of cellular phone
services

in

India.

Although the cellular services market in India grew during the late 1990s (as the number
of players increased and tariffs and handset prices came down significantly) the growth
was rather marginal. This was because the cellular service providers offered only postpaid cellular services, which were still perceived to be very costly as compared to
landline communications.

Following this realization, the major cellular service providers in India, launched pre-paid
cellular services in the late 1990s. The main purpose of these services was to target
customers from all sections of society (unlike post-paid services, which were targeted
only at the premium segment).

BROADBAND PLAN STRUCTURE

Airtel Broadband Surf
Airtel Broadband Swift
Airtel Broadband Turbo
Airtel Broadband Freedom
Airtel Broadband Velocity
Airtel Broadband Impatience
All these new Airtel Broadband plans are one of the best affordable plans from the Airtel.
Airtel Broadband also offers some free goodies with all of these new broadband plans.

Airtel Surf Broadband plan

o Airtel Surf-749 Rs.749 per month :

Comes with Rs.100 free talktime on your Airtel mobile and Free calling
value of Rs.100.

Speed @ Day 256Kbps

Speed @ Night 1Mbps

Data Transfer Limit 8GB

Free Calling Value Worth Rs. 100

Free Talktime Airtel Pre-paid Worth Rs. 100

Airtel Surf-899- Rs.899 per month :

Comes with Rs.100 free calling value on your Airtel fixed line.

Speed @ Day 256Kbps

Speed @ Night 256Kbps

Free Calling Value Worth Rs. 100

Airtel Swift
o

Broadband Plan

Airtel Swift-1099- Rs.1099 per month :

Browse and download fast at 512kbps.

Speed @ Day 512Kbps

Speed @ Night 512Kbps

Data Transfer Limit Unlimited

Free Calling Value Worth Rs. 100

Airtel Turbo
o

Broadband Plan

Airtel Turbo-1299- Rs.1299 per month :

Comes with free world class games.

Speed @ Day 512Kbps

Speed @ Night 1Mbps

Data Transfer Limit Unlimited

Free Calling Value Worth Rs. 100

Airtel Freedom Broadband Plan

o

Airtel Freedom-1699- Rs.1699 per month :

Download whatever, whenever without worrying about the bill.

Speed 1Mbps

Data Transfer Limit Unlimited

Free Calling Value Worth Rs.100

Free Anti Virus Worth Rs.100

Free Unlimited Gaming Worth Rs.199

Free Speed on Demand Worth Rs.100

Free Online Desktop Worth Rs.99

Airtel Freedom-2999- Rs.2999 per month :

High speed and unlimited downloads bundled with a host of exciting

package.

Speed 2Mbps

Data Transfer Limit Unlimited

Free Calling Value Worth Rs.300

Free Anti Virus Worth Rs.100

Free Unlimited Gaming Worth Rs.199

Free Online Desktop Worth Rs.99

Airtel Velocity Broadband Plan

Airtel Velocity-8999- Rs.8999 per month :

Speed 50Mbps

Data Transfer Limit 200GB

No Free Calling Value

Free Anti Virus Worth Rs. 125

Free Unlimited Gaming Worth Rs. 199

Free Online Desktop Worth Rs. 99

Airtel Velocity-7999- Rs.7999 per month :

o

Speed 30Mbps

Data Transfer Limit 200GB

No Free Calling Value

Free Anti Virus Worth Rs. 125

Free Unlimited Gaming Worth Rs. 199

Free Online Desktop Worth Rs. 99

Airtel Velocity-4999- Rs.49999 per month :

o

Browse faster than ever before at 16Mbps.

Speed 16Mbps

Data Transfer Limit 100GB

Free Calling Value Worth Rs. 300

Free Anti Virus Worth Rs. 100

Free Unlimited Gaming Worth Rs. 199

Free Online Desktop Worth Rs. 99

Airtel Broadband Value Combo 749 Plan

o

Monthly Commitment Rs.749

Free Call Value Rs.150

Broadband Data Transfer Limit : Unlimited

Download Speed 256 Kbps

NEW LAUNCHED BROADBAND PLAN:

Airtel broadbands 8mbps internet connection is now launched with the promotions
going on in limited cities in India.Normally users would be able to download a 5Mb
file on 256kbps connection in 160 seconds but with this ultra fast internet connection
the users would be able to download the same 5Mb file in 5seconds.

Named as the Shockingly Fast Broadband connection, you can experiance the speed
like never before and download a 700Mb movie file in 12 minutes which no other
Indian broadband service provider can offer.

PROMOTIONAL STRATEGY

After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market
witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market
with the five major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam
Limited (BSNL), Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance
India Mobile (RIM) (Refer Exhibit I).
All the players except RIM offered services based on the Global System for Mobile (GSM)
technology. RIM provided services based on Code Division Multiple Access (CDMA)
technology

as

well

as

GSM.

As competition in the telecom arena intensified, service providers took new initiatives to woo
customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount
coupons, business solutions and talk time schemes. The most important consumer segments in
the cellular industry were the youth segment and the business class segment. The youth segment
was the largest and fastest growing segment and was therefore targeted most heavily by cellular
service providers.

Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. By 2004 it
emerged the unprecedented leader commanding the largest market share in the cellular service

market. (Refer Exhibit II). Hutch implemented the celebrity endorsement strategy partially,
relying primarily on its creative advertising for the promotion of its brand. BSNL, on the other
hand, attracted the consumer through its low cost schemes. Being a state owned player, BSNL
could cover rural areas, and this helped it increase its subscriber base. Reliance was another
player that cashed on its innovative promotional strategies, which included celebrity
endorsements and attractive talk time schemes. Idea, relied heavily on its creative media
advertising sans celebrities.

RAHMAN TUNE CROSSES AIRTELS

EXCLUSIVITY BARRIER

Cellular service provider AirTel seems to have hit the right note with its new commercial starring
musician A R Rahman. The commercial which is currently on air has a beat which also doubles
up as a ringtone which is ostensibly available only to AirTel users. But the interesting part is that
the ringtone is being flaunted not just by AirTel customers but by customers of rival service
providers like BPL, Orange and Dolphin as well! We did expect the tune to catch up but this has
really exceeded our expectations, admits Bharti Cellulars chief marketing officer (western
region) Pratik Pota. Overall, he explains, it is a great advertising product for AirTel and works
like a walking, talking brand ambassador.

The ringtone which is also the jingle for AirTels TV commercial, is proving to be a potent

advertising tool for the company. It is not very clear what this means for the other cellular
operators. Cellular users have been forwarding the tune to one another, which according to Mr
Pota, has given AirTel a chance to enter the mind of the user irrespective of which service he
opts for. It gives the user a chance to go back to the AirTel product and acts as a strong reminder
medium, he explains. Marketing professionals like Samsika Marketing Consultants managing
director Jagdeep Kapoor point to the usage of an audio celebrity as something that is
significant.
The normal practice is to opt for film stars and sportsmen rather than an audio personality he
says. Rivals, though seemingly unfazed by the phenomenon, seem to be doing their own
homework on this brand of advertising. While none of them commented on AirTels strategy and
its impact on their own subscriber base, one advertising professional working with a rival service
provider opines that the tune is transient and not likely to have any long term impact as a brand
building tool. Being the latest entrant in the Mumbai circle, AirTel has had to find ways of
cutting through the clutter.

Says Mr Kapoor, AirTel will have try to find ways to attract new customers and convert the
existing ones. Explaining that the usage of an audio celebrity was more strategic than tactical,
he adds that non-AirTel users will have the AirTel brand experience inspite of not using the
service.
While Mr Pota highlights the fact that the usage of the tune by other operators means free
advertising for AirTel and the users having a positive disposition towards the product, the nature
of reaction from competition remains unclear.
Competition will not do well to adopt a knee jerk reaction and will have to come out with
advertising that is well thought out explains Mr Kapoor. He anticipates a situation where the
new entrant (AirTel) will continue to be more aggressive.

M A R K E T S I T U ATI O N
At the time of launch
The first mover in the market was Airtel which launched its services in Delhi in
Aug 1995 (Informal launch). Panasonic or sony followed by launching EP box for
distributed lines, with its services informally in Oct 95. At this point of time, the
market was at a nascent stage, awareness level was low and both operators
independently tried to spread awareness and educate the people
Once the networks were commercially launched, it became a number game with a
multitude of schemes being offered to woo customers Initially the Broadband was
perceived as a status symbol and utility took a back seat The target segment in
Delhi were corporate and the high income group. The average capacity installed
was for 1.5 lakh subscribers. This coupled with the steep license fee paid to DOT
put pressure on the operators to break-even by rapidly expanding their markets. In
the first two years, this led to a number of schemes being offered and prices
crashing.

COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market picking up the
bulk of the high usage premium clients. This is a very competitive industry with
the two companies differentiating either on value-added services or price. Airtel
is perceived as the high quality provider and has a premium image. Essar, on the
other hand, is perceived as the lower end service provider. Airtel positions itself
as the market leader on the basis of the number of subscribers. Essar is trying to
counter this by emphasising on the reach of its network and the quality of its
service. However, Essar is somewhat not been very successful largely due to the
inconsistency in advertising.To promote themselves, both the players have been
dependent on tactical advertising However, they have restrained from using
comparative advertising Hoardings have been a very popular medium for carrying
the advertisements Airtel has also been advertising on television using the Bharti
Telecom name.

S ALES DEPARTMENT AND STR ATEGY

A. Major Accounts (Direct Channel)

Handles corporate (named and famed) accounts

Forecasting of sales

Mapping the accounts

Providing after sales support to the subscribers.

Maintaining call reports for records.

Providing Feedback to the marketing department regarding the requirement

of the market.

B. IDC (indirect Channel)

Handling distribution

Maintaining records and level check of the channel partner

Liaisoning between the channel partner(Arrow Technology) and the

company.

Target achievement

Training the executives of the channel

C. Distribution Support
1. Logistics

Monitor EP Box and Fixed line sets requirements of

channel partners and co-ordinate with stores

Settle areas of concerns such as incentive claims of

channel partners
2. Rental

Provide Broadband services (Single or multiple lines) onrent.

Provide Land Line phones on rent

Useful for people visiting Delhi for a short interval .

4 . Te l e s a l e s

Call customers and generate sales lead.

Pass on the sales lead to the channel department.

Take references from existing clients .

4. Audit

Consultant to the AirTel showrooms.

Monitor the operations at the AirTel distribution outlets Organize training .

5. Retail

Locate shops to open retail counters.

Monitor the retail counters.

RESEARCH METHODOLOGY

RESEARCH DESIGN
Marketing research is often concerned with the behaviors of the consumer in the respect
marketing research have drawn heavily on the behavioral. Sciences such a psychology and
sociology in fact the contribution of these science to marketing research have been very
significant especially with regard to two aspect.
1. The research technique used by psychology and they have amply used sociologists being
of considerable relevance to marketing researchers.
2. The concept and the theories of these behavioral sciences are also proved to be relevant
to market researcher.

Method of data collection

Questionnaire:
This was the most popular method for conducting the survey. It helped in collecting the
information from the framed question, to get maximum necessary data for research.

Mode of research: - Interviews

Direct Calling by visiting in their offices.
Telephonic interviews of existing clients.

Research Area: - Cannaught Place (New Delhi)

Nehru Place (New Delhi)

Population Size: - New or existing clients from data base.

Interviewed Clients:- 5 Clients daily ( New or Existing)

Source of Client Data Base: - Provided by company, corporate contacts from several
directories and references from existing clients.

Client Selection for Interview:- Randomly from data base or follow ups clients.

Clients Type:- Corporate Clients only

In my research, I had to fix 4 to 5 meetings daily with clients either new or existing. New
clients to make new business prospects for completion of my target and existing clients to
get feedback about our services offered by Bharti Airtel and to get references about new
clients. I have completed my research on above criteria and find out various outcomes,
some of them in positive and some in negative which i have included in my advantage
and disadvantage part of this report.