Chapter-I: A Study On Effectiveness of Sales and Service Towards Airtel

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL
CHAPTER-I
INTRODUCTION
IZEE BUSINESS SCHOOL, Bangalore
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SALES PROMOTIONAL ACTIVITIES

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

Generally marketing communication is undertaken to pass on the message of a
product or sale to the ultimate consumers. Thus, there are three elements in this process.
IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a product, a
service or an AIRTEL. The real objective of advertising is effective communication
between producers and consumers. In other words the ultimate purpose all advertising is
Increased awareness list of the following specific objectives of advertising.
To make on immediate AIRTEL
To build primary demand
To introduce a price deal
To inform about a products availability
To increase market share
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To help salesman by building on awareness of a product among retailers
To increase the frequency use of a product.
To build overall company image
To build brand recognition
NEED FOR THE STUDY

Consumer satisfaction is the most important objective for any manufacturing
concern to successfully market its products. Airtel has from gradually and would want to
take a stock of the satisfaction level of consumers and define areas where possible
improvement may be made. The research work has been therefore selected in this area.
The company which produces products doesnt give life to sustain in competition
without sales of products. So sales are important function of the manufacturing company
to get profits. Through sales only wealth maximization if possible.
Advertising are also one of the important functions in marketing. Through
Advertising only one company can sell its products. Here the distribution channels
contain the dealers. Who are very near to the customers and act as middlemen between
the organizations. So there is a need to study sales and distribute on strategies.
Advertising system includes Advertising channels. Which are sets of independent
organizations involves in the process of making a product (or) a service available for the
consumption. Advertising network is necessary for smooth flow of good
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SCOPE OF THE STUDY

The study aims to know the Sales and Service of the dealers regarding Bharti
Airtel Limited. The area within which the study was conducted regarding the
information the primary data is collected in the form of questionnaire collected from the
dealers in Hosur. To sum up the project had within the scope of the study in the area of
EFFECTIVENESS of SALES and Advertising of Bharti Airtel Limited in Hosur for a
particular time period. The study helps the organization to know how far the sales and
advertisement help the company to increase its sales.
SALES
DEFINITION:
Sales are the act of meeting prospective buyers and providing them with a product or
service in turn of money or other required compensation. Sales is an act of completion of
a commercial activity. The "deal is closed", means the customer has consented to the
proposed product or service by making full or partial payment (as in case of
installments).
MEANING:
Sales is the provision of service to customers before, during and after a purchase.
According to Turban et al. (2002), "Customer service is a series of activities designed to
enhance the level of customer satisfaction that is, the feeling that a product or service
has met the customer expectation."
The importance of customer service may vary by product or service, industry and
customer. The perception of success of such interactions will be dependent on employees
"who can adjust themselves to the personality of the guest, according to Micah
Solomon. Customer service can also refer to the culture of the organization - the priority
the organization assigns to customer service relative to other components, such as product
innovation or low price. In this sense, an organization that values good customer service
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may spend more money in training employees than the average organization, or
proactively interview customers for feedback.
From the point of view of an overall sales process engineering effort, customer service
plays an important role in an organization's ability to generate income and revenue. From
that perspective, customer service should be included as part of an overall approach to
systematic improvement. A customer service experience can change the entire perception
a customer has of the organization.
The Importance of Sales In an Organization:

In any business organization, sales is the department that generates revenue. No matter
how good your manufacturing operation is, how cutting-edge your technology is, how
tight your financial goals are or how progressive and forward-thinking your management
techniques are, you must still have a sales mechanism in place, or everything else is
useless.
Sources of Revenue
A business organization can generate revenue from a variety of sources, including
operating income from sales, royalties, dividend and interest income from financial assets
it owns, payouts from insurance policies, rental income and capital gains from the sale of
owned properties. However, even where organizations derive little or no taxable income
directly from operations stemming from sales -- such as an investment company -- they
must still generally have some sort of sales effort to generate investment revenue to fund
their investments in income-producing assets. For example, a limited partnership must
often engage in a concentrated sales effort to recruit more limited partners.
Sales Versus Marketing
While it is sometimes difficult to draw the line at where the marketing process ends and
the sales efforts begin, the sales effort is the effort that actually collects the money -- or
the obligation to buy, in the case of a purchase order or financed arrangement. The
marketing effort creates favorable conditions for the sale to take place. In a nutshell, the
marketer leads the horse to water; the sales team makes it drink.
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Partnership Between the Sales and Marketing Teams
Few products are truly bought on impulse. Even a can of brand-name soda on a shelf is
there because its wholesaler built a relationship with the store manager over time and
secured good shelf placement, denying it to a competitor. To get the most out of the sales
effort, the sales team needs support from the marketing team to facilitate follow-up
contacts, mailings and account service. If the support is not there, the account may not
last long, and turnover will increase. If the sales staff is too directly involved in that
effort, it may eventually become overwhelmed with account service and find it difficult
to grow the business. Sales is so important, then, that it typically behooves management
to free its sales staff from some or all of the account service process to generate future
revenue.
Investing In Sales
Many companies under-invest in their sales effort, treating sales like an afterthought, to
be handled after the managers solve all the manufacturing, distribution and financing
issues. The best sales forces are professional, well-compensated, supported with a strong
marketing effort and empowered to act, serving key client interests with marketing
support, money and time. They have strong personal relationships with key customers, or
they learn how to build them.
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OBJECTIVES OF THE STUDY

To know the customer opinion about tariff rates of Airtel (Sales).
To know the brand loyalty of Airtel.
To know the influencing factors of Airtel (Service of Airtel).
To know the market share of the Airtel.
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RESEARCH METHODOLOGY
One of the important tools for conducting marketing researching is the
availability of necessary and useful data. Data collection is more of than science the
methods of marketing research are in a way the methods of data collection. The
sources of information fall under two categories.
Internal sources:
Every company has to keep certain records such as accounts, records, reports,
etc., these records provide sample information which can organizations usually keeps
collecting in its working.
External sources:
When internal records are insufficient and required information is not available,
the organizations will have to depend on external sources. The external sources of data
are:
Primary data:
Primary data are data gathered for a specific purpose or for a specific research
report.
For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper
data collection the questionnaire is divided into 2 sections. Both the sections are meant
for the respondent only.
Secondary data:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history
various products manufacture by its etc.
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METHOD OF RESEARCH
SURVEY METHOD:
A survey is a complete operation, which requires some technical knowledge
survey methods are mostly personal in character. Surveys are best suited forgetting
primary data. The researcher obtains information from the respondents by interviewing
them.
SAMPLING:
It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group should be
emanative cross section and really representative in character. This selection process
is called sampling.
SAMPLE SIZE:
Samples are devices for learning about large masses by observing a few individuals.
The selected sample is 100.
SAMPLING PLAN:
1. SAMPLING UNIT -The business people, professionals are survived
2. SAMPLING PROCEDURE - random sampling method is chosen.
The data collected from both the primary and secondary sources is tabulated
and presented in a systematic from prior to classification and interpretation.
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METHOD OF SAMPLING
RANDOM SAMPLING
METHOD
The method adopted here is random sampling method. A random sample is one
where each item in the universe has as equal chance of known opportunity of being
selected.
RESEARCH INSTRUMENT
QUESTIONNAIRE:
A Questionnaire is carefully completed logical sequence of question directed to a
define objective. It is the out line of what information is required and the framework
on which the data is built upon. Questionnaire is son commonly used in securing
market information that its preparation deserves utmost skill and care.
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FORMS OF QUESTIONS
OPEN ENDED QUESTIONS:
They are descriptive in nature. Respondents are allowed to answer in their own
words. Such questions buying the actual opinion of the respondent
Regarding a product.
CLOSED ENDED QUESTIONS:

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

DICHOTAMS:
a question offering two answers choice.
MULTIPLE CHOICE: a question offering three choices.

RATING SCALE:
a scale that rates some attributes from poor to excellent
LIMITATIONS
1.
Time is the main limitation for the study, as project was restricted only for 45
days.
2.
The results obtained may not be accurately fully accurate and believable.
3.
The research has been centered to only one hundred Customers of Airtel, rather
than innumerable Customers dealing with different products of different brands
across the globe.
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INDUSTRY PROFILE
History
Telecom in the real sense means transfer of information between two distant points in
space. The popular meaning of telecom always involves electrical signals and nowadays
people exclude postal or any other raw telecommunication methods from its meaning.
Therefore, the history of Indian telecom can be started with the introduction of telegraph.
Introduction of telegraph
The postal and telecom sectors had a slow and uneasy start in India. In 1850, the first
experimental electric telegraph Line was started between Kolkata and Diamond Harbor.
In 1851, it was opened for the British East India Company. The Posts and Telegraphs
department occupied a small corner of the Public Works Department, at that time.
Construction of 4,000 miles (6,400 km) of telegraph lines connecting Kolkata (Calcutta)
and Peshawar in the north along with Agra, Mumbai (Bombay) through Sindwa Ghats,
and Chennai in the south, as well as Ootacamund and Bangalore was started in November
1853. Dr. William O'Shaughnessy, who pioneered telegraph and telephone in India,
belonged to the Public Works Department. He tried his level best for the development of
telecom throughout this period. A separate department was opened in 1854 when
telegraph facilities were opened to the public.
Introduction of the telephone

In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and
The Anglo-Indian Telephone Company Ltd. approached the Government of India to
establish telephone exchanges in India. The permission was refused on the grounds that
the establishment of telephones was a Government monopoly and that the Government
itself would undertake the work. By 1881, the Government changed its earlier decision
and a licence was granted to the Oriental Telephone Company Limited of England for
opening telephone exchanges at Kolkata, Mumbai, Chennai (Madras) and Ahmedabad.
28 January 1882, is a Red Letter Day in the history of telephone in India. On this day
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Major E. Baring, Member of the Governor General of India's Council declared open the
Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named
"Central Exchange" was opened at third floor of the building at 7, Council House Street.
The Central Telephone Exchange had 93 number of subscribers. Bombay also witnessed
the opening of Telephone Exchange in 1882.
Further developments
1902 - First wireless telegraph station established between Saugor Islands and
Sandheads.
1907 - First Central Battery of telephones introduced in Kanpur.
1913-1914 - First Automatic Exchange installed in Shimla.
23 July 1927 - Radio-telegraph system between the UK and India, with beam
stations at Khadki and Daund, inaugurated by Lord Irwin by exchanging greetings
with the King of England.
1933 - Radiotelephone system inaugurated between the UK and India.
1953 - 12 channel carrier system introduced.
1960 - First subscriber trunk dialing route commissioned between Kanpur and
Lucknow.
1975 - First PCM system commissioned between Mumbai City and Andheri
telephone exchanges.
1976 - First digital microwave junction introduced.
1979 - First optical fibre system for local junction commissioned at Pune.
1980 - First satellite earth station for domestic communications established at

Secunderabad, A.P..
1983 - First analog Stored Program Control exchange for trunk lines
commissioned at Mumbai.
1985 - First mobile telephone service started on non-commercial basis in Delhi.
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While all the major cities and towns in the country were linked with telephones during
the British period, the total number of telephones in 1948 was only around 80,000. Even
after independence, growth was extremely slow.. The number of telephones grew
leisurely to 980,000 in 1971, 2.15 million in 1981 and 5.07 million in 1991, the year
economic reforms were initiated in the country.
Emergence as a major player

In 1975, the Department of Telecom (DoT) was separated from P&T. DoT was
responsible for telecom services in entire country until 1985 when Mahanagar Telephone
Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and
Mumbai. In 1990s the telecom sector was opened up by the Government for private
investment as a part of Liberalisation-Privatization-Globalization policy. Therefore, it
became necessary to separate the Government's policy wing from its operations wing.
The Government of India corporatised the operations wing of DoT on 1 October 2000
and named it as Bharat Sanchar Nigam Limited (BSNL). Many private operators, such as
Reliance Communications, Tata Indicom, Vodafone, Loop Mobile, Airtel, Idea etc.,
successfully entered the high potential Indian telecom market.
Telephone
On landlines, intra circle calls are considered local calls while inter circle are considered
long distance calls. Currently Government is working to integrate the whole country in
one telecom circle. For long distance calls, you dial the area code prefixed with a zero
(e.g. For calling Delhi, you would dial 011-XXXX XXXX). For international calls, you
would dial "00" and the country code+area code+number. The country code for India is
91.
Until recently, only the PSU's BSNL and MTNL were allowed to provide Basic Phone
Service through copper wires in India. MTNL is operating in Delhi and Mumbai only and
all other parts are covered by BSNL. However private operators have now entered the
fray, although their focus is largely on the cellular business which is growing rapidly.
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Telephony Subscribers (Wireless and Landline): 921.47 million (Dec 2014)

Cellphones: 864.72 million (Dec 2014)
Land Lines: million (Dec 2014)
Broad Band Subscription: 6.83 million (Dec 2014)
Monthly Cellphone Addition: 15.20 million (Dec 2014)
Teledensity: 34.72%(Dec 2014)
Projected teledensity: 893 million, 64.69% of population by 2014.
Wireless telephones
The Mobile telecommunications system in India is the second largest in the world and it
was thrown open to private players in the 1990s. The country is divided into multiple
zones, called circles (roughly along state boundaries). Government and several private
players run local and long distance telephone services. Competition has caused prices to
drop and calls across India are one of the cheapest in the world.. India primarily follows
the GSM mobile system, in the 900 MHz band. Recent operators also operate in the
1800 MHz band. International roaming agreements exist between most operators and
many foreign carriers. The breakup of wireless subscriber base in India as of December
2012 is given below.
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Operator
Bharti Airtel
Reliance Communications
Vodafone Essar
BSNL
Idea Cellular
Tata Teleservices
Aircel
MTNL
MTS India
Loop Mobile India
Uninor
All India
Subscriber base
118,864,031
93,795,613
91,401,959
62,861,214
57,611,872
57,329,449
31,023,997
4,875,913
3,042,741
2,649,730
1,208,130
525,147,922
The list of ten states (including the metros Mumbai, Kolkata and Chennai in their
respective states) with largest subscriber base as of September 2012 is given below
State
Maharashtra
Uttar Pradesh
Tamil Nadu
Andhra Pradesh
West Bengal
Karnataka
Rajasthan
Gujarat
Bihar
Madhya Pradesh
All India
Subscriber base
58,789,949
57,033,513
45,449,460
37,126,048
32,540,049
28,867,734
27,742,395
27,475,585
27,434,896
24,923,739
471,726,205
Wireless density'"
51.96
26.32
63.66
42.58
34.28
46.76
39.09
45.49
25.04
33.09
37.71
Wireless density was calculated using projected population of states from the natural
growth rates of 1991-2001 and population of 2001 census.
Landlines
Landline service in India is primarily run by BSNL/MTNL and Reliance Infocomm
though there are several other private players too, such as Touchtel and Tata Teleservices.
Landlines are facing stiff competition from mobile telephones. The competition has
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forced the landline services to become more efficient. The landline network quality has
improved and landline connections are now usually available on demand, even in high
density urban areas. The breakup of wire line subscriber base in India as of September
2012 is given below
Operator
BSNL
MTNC
Bharti Airtel
Vodafone
Reliance
Tata Tele services
All INDIA
Subscriber Base
28,446,969
3,514,454
2,928,254
2,817,143
1,152,237
1,003,261
40,123,477
The list of eight states with largest subscriber base as of September 2012 is
State
Maharashtra
Tamil Nadu
Kerala
Uttar Pradesh
Karnataka
Andhra Pradesh
Total
Subscriber Base
5,996,912
3,620,729
3,534,211
2,803,049
2,751,296
2,551,378
21,257,575
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CHAPTER-II
COMPANY PROFILE
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Bharti airtel limited is a leading global telecommunications company with operations in

19 countries across Asia and Africa. The company offers mobile voice & data services,
fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises
and national & international long distance services to carriers. bharti airtel has been
ranked among the six best performing technology companies in the world by business
week. bharti airtel had 200 million customers across its operations.
Bharti Airtel
Bharti Airtel Limited is a leading integrated telecommunications company with
operations in 20 countries across Asia and Africa. Headquartered in New Delhi, India, the
company ranks amongst the top 5 mobile service providers globally in terms of
subscribers. In India, the company's product offerings include 2G, 3G and 4G services,
fixed line, high speed broadband through DSL, IPTV, DTH, enterprise services including
national & international long distance services to carriers. In the rest of the geographies,
it offers 2G, 3G mobile services. Bharti Airtel had over 246 million customers across its
operations at the end of February 2012.
Highlights
airtel launches "Apna Chaupal" - India's first voice based one stop solution portal
for value added services
Now go BYOD without compromising data security with airtels Dynamic Mobile
Exchange Solution
Bharti Airtel launches its first Sustainability Report for India operations
Education is now available anytime, anywhere with Airtel mEducation
Bharti airtel to Observe Silent period from December 31, 2012
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Our Vision & promise

By 2015 airtel will be the most loved brand, enriching the lives of millions.
Enriching lives means putting the customer at the heart of everything we do. We will
meet their needs based on our deep understanding of their ambitions, wherever they are.
By having this focus we will enrich our own lives and those of our other key
stakeholders. Only then will we be thought of as exciting, innovation, on their side and a
truly world class company."
This is Bharti Airtel's first sustainability report for the year ending March 31st, 2012. The
scope of this report is our India operations including all business under our operational
control. In addition to addressing social challenges through the section "Our blueprint for
social inclusion", we have also detailed other social and environmental aspects through
"Our impact on the value chain". We have aligned our business activities to ensure a
positive impact on our key stakeholders including customers, suppliers, local
communities, investors, employees and government bodies. In India, the company had
181.3 million mobile customers as on March 31st 2012,
Highlights 2012
Bharti Airtel appoints Suren Goonewardene as CEO Sri Lanka
Bharti Airtel to Observe Silent period from December 31, 2011
Airtel Mobitude 2011 reveals data traffic trends on mobile devices in India
Friends on Airtel can now use Gifting Services and Call Me Back SMS alerts
Bharti Airtel recognized for the delivery of best network services with customer focus at
Telecom Centre of Excellence Awards 2011
Airtel Mobitude 2011 captures preferences of over 170 million plus mobile users.
Airtel comes to you from Bharti Airtel Limited, one of Asias leading integrated
telecom services providers with operations in India, Sri Lanka and Bangladesh. Bharti
Airtel since its inception has been at the forefront of technology and has pioneered
several innovations in the telecom sector.
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The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and
Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in
95 Indian cities. The Digital TV business provides Direct-to-Home TV services across
India. The Enterprise business provides end-to-end telecom solutions to corporate
customers and national and international long distance services to telecom.
Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driv+en to
seize the day with an ambition to become the most globally admired telecom service.
Airtel, in just ten years of operations, rose to the pinnacle
To achievement and continues to lead .As India's leading telecommunications company
Airtel brand has played the role as a major catalyst in India's reforms, contributing to its
economic resurgence. Today we touch peoples lives with our Mobile services, Telemedia
services, to connecting India's leading 1000+ corporate. We also connect Indians living in
USA, UK and Canada with our call home service.
Our Vision & promise
By 2010 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses
By 2013 Airtel will be the most admired brand in India:
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 Airtel Limited, one of Asias leading
integrated telecom services providers with operations in India, Sri Lanka and Bangladesh.
Bharti Airtel since its inception, has been at the forefront of technology and has pioneered
several innovations in the telecom sector.
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The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV. The mobile business offers services in India, Sri Lanka and
Bangladesh. The Telemedia business provides broadband, IPTV and telephone services in
95 Indian cities. The Digital TV business provides Direct-to-Home TV services across
India. The Enterprise business provides end-to-end telecom solutions to corporate
customers and national and international long distance services to telcos.
Factsheet
Name
Business Description
Bharti Airtel Limited.

Provides GSM mobile services in all
the 22 telecom circles in India, and was
the first private operator to have an all
India presence.
Provides telemedia services (fixed line
and broadband services through DSL)
Established
in 95 cities in India.
July 07, 1995, as a Public Limited
Company
Proportionate Revenue
Rs. 204,484 million (ended

March 31, 2013-Audited)
Rs. 187,294 million ( ended
March 31, 2012-Audited)
As per IFRS Accounts
Proportionate EBITDA
Rs. 64,870 million ( ended March 31,

2013 - Audited)
Rs. 62,329 million ( ended March 31,
2012- Audited)
Shares in Issue
Listings
As per IFRS Accounts

3,797,530,096 as at March 31, 2013
The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India
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Limited (NSE)
Market Capitalisation
Customer Base
196,126,000 GSM mobile; 3,283,000
Operational
Tele media customers and 8,100,000

Provides GSM mobile services in all
the 22 telecom circles in India, and was
the first private operator to have an all
Registered Office
India presence.
Bharti Airtel Limited
(A Bharti Enterprise)
Bharti Crescent, 1 Nelson Mandela
Road, Vasant Kunj Phase II
New Delhi - 110 070
Tel. No.: +91 11 4666 6100
Fax No.: +91 11 4666 6411
Organization Structure:
As an outcome of a restructuring exercise conducted within the company; a new
integrated organizational structure has emerged; with realigned roles, responsibilities and
reporting relationships of Bhartis key team players. With effect from March 01, 2006,
this unified management structure of One Airtel' will enable continued improvement in
the delivery of the Groups strategic vision.
Bharti Airtel - Organization Structure
Page 23
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Management Profiles
Sunil Bharathi Mittal
Sanjay Kapoor
Aitul Bindal
Jyothi Horn
Krishna Murthy Shankar
Manoj KOhli
David Nishall
K.Srinivas
S.Asokan
Srinath Bala Chander
Sunil Bharti Mittal is the Founder, Chairman and Group CEO of Bharti Enterprises, one
of Indias leading business groups with interests in telecom, financial services, retail,
realty, manufacturing and agriculture.
Sunil started his career at 18 after graduating from Punjab University in India
in 1976 and founded Bharti. Today, at 52, he heads a successful enterprise which employs
over 30,000 people. Bharti Airtel, the flagship group company, has a market
capitalization
of
approximately
US$
25
billion.
Sunil has been recognized with the Padma Bhushan, one of Indias highest civilian
awards. He has also received the Lal Bahadur Shastri National Award for Excellence in
Public Administration, Academics and Management for 2009. He is a past President of
the Confederation of Indian Industry, the premier industry body in India (2007-08).
Sunil has been awarded numerous awards and recognitions including the
Global Economy Prize 2009 by The Kiel Institute, Germany. The US-India Business
Council has also honored him with the Global Vision Award 2008. He has received the
GSM Association Chairman's Award for 2008.
Sunil was Co-chairman of the World Economic Forum in 2007 at Davos and
is a member of its International Business Council. He is a member of the Leadership
Council of The Climate Group. He is a member of several premier international bodies
International Advisory Committee to the NYSE Euronext Board of Directors, the
International Business Advisory Council of London and the Advisory Board of the Global
Economic Symposium. Sunil is also on the Telecom Board of the International
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Telecommunication Union, the leading UN Agency for Information and Communication
Technology. He is also a member of the Indo-US CEOs Forum.
He is also a member of the Academy of Distinguished Entrepreneurs, Babson College,
Wellesley,Massachusetts.
Sunil believes a responsible corporate has a duty to give back to the
community in which it operates. This belief has resulted in Bharti Foundation, which is
committed to providing education to under-privileged children in rural India.
Sunil has been conferred with the degree of Doctor of Laws (Honoris Causa) by the
University of Leeds, UK and the degree of Doctor of Science (Honoris Causa) by the
Govind Ballabh Pant University of Agriculture & Technology.
AWARDS: 2013
On 04 February 2013, Bharti Airtel launches its emergency alert service in eastern
region
Bharti Airtel secured the top spot among the 'Best companies to work for' in the
Indian telecom sector in the Business Today People Strong Survey 2013.
Bharti Airtel was conferred with the prestigious 'Top Treasury Team, Asia' Award
at 'Euro Finance Treasury Awards for Excellence in Asia' 2013.
Bharti Airtel's mEducation product Career Counseling won the mbillionth South
Asia Award 2013.
Bharti Airtel bagged the Pitch Brands 50 Awards 2013 for Excellence in
Marketing under the Globetrotters category.
Bharti Airtel was ranked first in Brand Equity's Top 50 Service Brands in India's
Most Trusted Brands Survey 2013.
Bharti Airtel was ranked fourth in financial transparency among 100 multinational
companies in emerging markets, according to a study conducted by Transparency
International.
Bharti Airtel's my Airtel app won the 'Service Innovation 2013' Award at Aegis
Graham Bell Awards 2013 for empowering customers to manage all Airtel
services effortlessly from a single interface.
Page 26
Bharti Airtel was conferred with the Top Operator (Cellular), Top Operator
(NLD), Top Operator (ILD) awards at the ICT (Information and Communication
Technology) Business Awards 2013 in Delhi.
AWARDS: 2014
Bharti Airtel was honored with the Dun & Bradstreet (D&B) Corporate award in
the Telecom Services sector at the D&B Manappuram Finance Corporate Awards
2014 in Mumbai
B Srikanth, Global CFO, Bharti Airtel Ltd, was honored with the "Best
Performing CFO in the Telecom Sector" award at the 8th edition of India's most
coveted awards for the finest CFOs the CNBC TV18 CFO Awards 2013.
Airtel Ranked "No.1 Service Brand" in the annual Brand Equity Most ' Trusted
Brands Survey 2014.
Bharti Airtel won "Top Treasury Team Asia 2014" in Adam Smith Awards Asia
2014
Airtel won the Best Treasury Team in Asia Pacific at the Finance Asia Corporate
Treasurer Awards 2014
Airtel won the DSCI Excellence Award for Security in Telecom at the NASSCOM
DSCI Annual Information Security Summit 2014.
Airtel won the "Best Mobile Product" for Wynk Music under Telecom Service
Providers Category and "My Favourite Service Provider" award under the Pubic
Poll Awards Category at the prestigious ET Telecom awards 2014.
Airtel won the "Enterprise Mobile App 2014" award for Airtel mGovernance
solution and "Unified Communication Solution" award for Biznet video solution
at the Aegis Graham Bell Awards the biggest Innovation Award in the field of
Telecom, Internet, Media & Entertainment (TIME).
Services Provided by Airtel:

Page 27

Tariffs Plans NEW
Airtel Turbo Plan2
Airtel Turbo Plan
NEW advertage Plan
(airtel/ap/GSM/04)
1(airtel/ap/GSM/02)
(airtel/ap/GSM/01)
SUK
MNP
HFZ
35(airtel/ap/GSM/14)
25(airetl/ap/GSM/03)
Pack(airtel/ap/GSM/15)
Airtel Turbo Plan 2 (airtel/AP/GSM/04)
Expand All collapse All

ONE TIME CHARGES
Pulse Rate
Price of pack
Free Airtel On pulse
Income Calls(Rs)
1 sec pulse
43
0
0
Call Charges
Local Rates
STD rates
Airetl
1.2p/sec
1.2p/sec
GSM/CDMA
1.2p/sec
1.2p/sec
Landline
1.5p/sec
1.5p/sec
SMS
Page 28

Local
National
International
1
1.5
5
Other Details
Special 1 sec Roaming tariff is as following. Validity is for 1 year.
Local Outgoing (Local airtel to airtel) Rs. 0.60 min
Local Outgoing (Local airtel to Other Mobile & Landline) 0.80 / min
STD Outgoing (STD airtel to airtel) Rs. 0.60 / min
STD Outgoing (STD airtel to other Mobile & Landline) 0.80 / min
Incoming Rs. 0.60 / min
ISD Rs. Standard Rates at 60 sec pulse
Page 29
CHAPTER-III
REVIEW OF LITERATURE
INTRODUCTION:
The growth in demand for telecom services in India is not limited to basic Telephone
services. India has witnessed rapid growth in cellular, radio paging; value added
Page 30

services, internet and global communication by satel item (GMPCS) services. The agents
of change, as observed from international perspective, have been broadly categorized
into
economic structure, competition policy and technology. Economic reforms and
liberalization have driven telecom sector through several transmission channels of which
these three categories are of major significance.
The effective research cannot be accomplished without critically studying what already
exists in the form of general literature and specific studies.
Therefore, it is considered as an important pre-requisite fo actual planning and
execution of research project. This helps formulate hypotheses and framework for further
investigation. In this research, the survey of literature has been classified into two parts studies related to telecom sector and studies related to marketing strategies.
STUDIES RELATED TO GROWTH AND DEVELOPMENTS IN INDIAN
TELECOM SECTOR:
Muller (1990):
Muller in his a research focuses that the success of the mobile commerce can be
attributed to the personal nature of wireless devices. Adding to this are its unique features
of voice and data transmission and distinct features like localization, feasibility and
convenience. The sustained growth of the mobile commerce around the world has been
more because of the transfer of technology according to the needs of local geography.
National Telecom Policy (1999):
Projected a target 75 million telephone lines by the year 2005 and 175 million
telephone lines by 2010 has been set. Indian telecom sector has already achieved 100
million lines. With over 100 million telephone connections and an annual turnover of Rs.
61,000 crores, our present teledensity is around 9.1%. The growth of Indian telecom
network has been over 30% consistently during last 5 years.
According to Wellenius and Stern (2001) information is regarded today as a
fundamental factor of production, alongside capital and labor. The information economy
accounted for one-third to one-half of gross domestic product (GDP) and of employment
Page 31

in Organization for Economic Cooperation and Development (OECD) countries in the
1980s and is expected to reach 60 percent for the European Community in the year 2000.
Information also accounts for a substantial proportion of GDP in the newly industrialized
economies and the modern sectors of developing countries.
Videsh Sanchar Nigam Limited (VSNL) 16th Annual Report (2002):
India like many other countries has adopted a gradual approach to telecom sector
reform through selective privatization and managed competition in different segments of
the telecom sector. India introduced private competition in value-added services in 1992
followed by opening up of cellular and basic services for local area to competition.
Competition was also introduced in National Long Distance (NLD) and International
Long Distance (ILD) at the start of the current decade.
World Telecommunication Development Report (2002):
explains that network expression in India was accompanied by an increase in
productivity of telecom staff measured in terms of ratio of number of main lines in
operation to total number of staff.
Indian Telecommunication Statistics (2002):
Indian Telecommunication Statistics in its study showed the long run trend in
supply and demand of Direct Exchange Lines (DEL). Potential demand for telecom
services is much more than its supply. In eventful decade of sect oral reforms, there has
been significant growth in supply of DEL.
Economic Survey, Government of India (2002-2003):
Economic Survey, Government of India has mentioned two very important goals
of telecom sector as delivering low-cost telephony to the largest number of individuals
and delivering low cost high speed computer networking to the largest number of firms.
The number of phone lines per 100 persons of the population which is called teledensity,
has improved rapidly from 43.6 in March 2001 to 4.9 in December 2002.
Adam Braff, Passmore and Simpson (2003):
Adam Braff, Passmore and Simpson focus that telecom service providers even in
United States face a sea of troubles. The outlook for US wireless carriers is challenging.
Page 32

They can no longer grow by acquiring new customers; in fact, their new customers are
likely to be migrated from other carriers. Indeed, churning will account for as much as
80% of new customers in 2005. At the same time, the carriers Average Revenue per User
(ARPU) is falling because customers have.
Dutt and Sundram (2004):
Dutt and Sundram studied that in order to boost communication for business, new
modes of communication are now being introduced in various cities of the country.
Cellular Mobile Phones, Radio Paging, E-mail, Voice-mail, Video, Text and VideoConferencing now operational in many cities, are a boon to business and industry. Valueadded hi-tech services, access to Internet and Introduction of Integrated Service Digital
Network are being introduced in various places in the country.
A study by Jeanette Carless on and Salvador Arias (2004) wireless substitution
is producing significant traffic migration from wire line to wireless and helping to fuel
fierce price competition, resulting in margin squeezes for both wire line voice tariffs in
organization for Economic Co-operation and Development Countries have fallen by an
average of three percent per year between 1999 and 2003.
T.V. Ramachandran (2005):
T.V. Ramachandran analyses performance of Indian Telecom Industry which is
based on volumes rather than margins. The Indian consumer is extremely price sensitive.
Various socio-demographic factors-high GDP growth, rising income levels, booming
knowledge sector and growing urbanization have contributed towards tremendous growth
of this sector. The instrument that will tie these things together and deliver the mobile
revolution to the masses will be 3 Generation (3G) services.
Rajan Bharti Mittal (2005):

Rajan Bharti Mittal explains the paradigm shift in the way people communicate.
There are over 1.5 billion mobile phone users in the world today, more than three times
Page 33

the number of PCOs. India today has the sixth largest telecom network in the world up
from 14th in 1995, and second largest among the emerging economies. It is also the
worlds 12th biggest market with a large pie of $ 6.4 billion. The telecom revolution is
propelling the growth of India as an economic powerhouse while bridging the developed
and the developing economics.
ASEAN India Synergy Sectors (2005):
Asean India Synergy Sectors point out that high quality of telecommunication
infrastructure is the pillar of growth for information technology (IT) and IT enabled
services. Keeping this in view, the focus of Telecom policy is vision of world class
telecommunication services at reasonable rates. Provision of telecom services in rural
areas would be another thrust area to attain the goal of accelerated economic
development and social change. Convergence of services is a major new emerging area.
Aisha Khan and Ruche Chaturvedi (2005):
Aisha Khan and Ruche Chaturvedi explain that as the competition in telecom area
intensified, service providers took new initiatives to customers. Prominent among them
were celebrity endorsements, loyalty rewards, discount coupons, business solutions and
talk time schemes. The most important consumer segments in the cellular market were
the youth segment and business class segment. The youth segment at the inaugural
session of cellular summit, 2005, the Union Minister for Communications and
Information Technology, Dayanidhi Maran had proudly stated that Indian telecom had
reached the landmark of 100 million telecom subscribers of which 50% were mobile
phone users. Whereas in African countries like Togo and Cape Verde have a coverage of
90% while India manages a merely mobile coverage of 20%.
Indian infrastructure Report (2005):

Indian infrastructure Report explains Indias rapidly expanding telecom sector is
continuing to witness stiff competition. This has resulted in lower tariffs and better
Page 34

quality of services. Various telecom services-basic, mobile, internet, national long
distance and international long distance have seen tremendous growth in year 2005 and
this growth trend promises to continue electronics and home appliances businesses each
of which are expected to be $ 2.5 bn in revenues by that year. So, driving forces for
manufacturing of handsets by giants in India include-sheer size of India market, its frantic
growth rates and above all the fact that its conforms in global standards
Marine and Blanchard (2005):
Marine and Blanchard identifies the reasons for the unexpected boom in mobile
networks. According to them, cell phones, based on Global System for Mobile
Communication (GSM) standard require less investment as compared to fixed lines.
Besides this, a wireless infrastructure has more mobility, sharing of usage, rapid
profitability. Besides this, usage of prepaid cards is the extent of 90% simplifies
management of customer base. Moreover, it is suitable to peoples way of life-rural,
urban, and sub-urban subscribers.
Illustrating the lead achieved by Gujarat. According to Business and Economy
(2005) the catalyst for Indian mobile operators in the future will undoubtedly be increased
marketing and advertisement expenditure, along with better deals for mobile phone users
like the previously mentioned full talk time Rs. 10 recharge card, will go a long way in
not only retaining customers but also acquiring the vast market of lowered customers
who are extremely sticky about value for money and have extremely low loyalties and
almost non-existent switching costs.
Airtel is lead in GSM operators. Between 2003 and 2004, the total subscriber base
of the private GSM operators doubled. It rose from 12.6 million subscribers at the end of
March 2003 to 26.1 million by the end of March 2004. And yet that 100% growth rate
notwithstanding, total industry revenue for 2003-04 was around Rs. 8308 crores.
Compared to Rs. 6400 crores that industry grossed in 2002-2003, that is an increase of
30%.
Economic Times (2005):
Indian mobile phone market is set to surge ahead since urban India has a
teledensity of 30 whereas rural India has a teledensity of 1.74. It indicates that the market
Page 35

is on ascent, with more than 85000 villages yet is come under teleconnectivity.
According to a paper released by the Associated Chambers of commerce and
Industry of India (2005)21, it is stated that 30% of the new mobile subscribers added by
the operators worldwide will come from India by 2009.10% of the third generation (3G)
subscribers will be from India by 2011, Indian handset segment could be between US $
13 billion and US $ 15 billion by 2016.It offers a great opportunity for equipment
vendors to make India a manufacturing hub. Indian infrastructure capital expenditure on
cellular equipment will be between 10 to 20% of the investment that will be made by
international operators by 2015. The other proposals included setting up of hardware
manufacturing cluster parks, conforming to global standards and fiscal incentives for
telecom manufacturing among others.
Virat Bahri (2006):
Explains the viewpoint of Sam Pitroda the Chairman of Worldtel that identifies
opportunities for investments in telecommunications. He analyses that there is an
increasing role for telecom in e-governance in India. According to him, technology can
be leveraged to take Indias development to next level.
Page 36
According to Snyder (2006) Communications is a process that allows information to pass

between a sender and one or more receivers and. the transfer of meaningful information
or ideas from one location to a second location. Communications is a human process;
humans
communicate by sending information between themselves. Whereas,
telecommunication is the transmission of data or information over a distance. Tele is a

Greek word meaning at a distance, far off. Thus, it classifies smoke signals, semaphore
flags, lanterns and signal flares, telegraph systems, televisions, telephones, written letters,
and hand signals as capabilities that support telecommunications. The problems with
these
communications
forms
include
reliability,
speed
of
transmission,
and
comprehension purposes.
According to Rohit Prasad & V.Sridhar (2007) this is one of the first such
attempt to analyse the tradeoffs between low market power and economics of scale for
sustained growth of mobile services in the country. Our analysis of the data on mobile
services in India indicates the existence of economies of scale in this sector. We also
calculate the upper bound on the optimal number of operators in each license service area
so that policies that make appropriate tradeoffs between competition and efficiency can
be formulated.
Narinder K Chhiber (2008):
the mobile telecommunication technology is evolving rapidly in the world as
more people demand mobile services with longer bandwidth and new innovative services
like connectivity anywhere, anytime for feature like T.V., Multimedia, Interoperability
and seamless connectivity with all types of protocols and standards, while the 3G services
are yet to fully come up. Serious discussion on 4G has started .WLAN hot spot have
made inroads along with 3G to offer an alternative form of mobile access.
Advertising is a form of communication intended to persuade an audience (viewers,

readers or listeners) to purchase or take some action upon products, ideas, or services. It
includes the name of a product or service and how that product or service could benefit
the consumer, to persuade a target market to purchase or to consume that particular brand.
Commercial advertisers often seek to generate increased consumption of their
products or services through branding, which involves the repetition of an image or
product name in an effort to associate related qualities with the brand in the minds of
consumers. Non-commercial advertisers who spend money to advertise items other than a
consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Nonprofit organizations may rely on free
modes of persuasion, such as a public service announcement.
Oliver Stehmann (2005):
The telecommunications industry is characterized by rapid innovation in the
service and the transmission market. The legally protected public or private monopolist
does not have the same incentive to foster innovation that would exist in a competitive
environment. Thus, state intervention based on the natural monopoly argument neglects
dynamic aspects, which are crucial in the telecommunications sector.
Marketing White book (2005):
Explains with support of detailed data that bigger players are close to 20% of the
market each. In CDMA market, it is Reliance Infocom and Tata Teleservices are
dominating the scene whereas
Airtel is lead in GSM operators. Between 2003 and 2004, the total subscriber base
of the private GSM operators doubled. It rose from 12.6 million subscribers at the end of
March 2003 to 26.1 million by the end of March 2004. And yet that 100% growth rate
notwithstanding, total industry revenue for 2003-04 was around Rs. 8308 crores.
Compared to Rs. 6400 crores that industry grossed in 2002-2003, that is an increase of
30%.
Economic Times (2005):
Indian mobile phone market is set to surge ahead since urban India has a
teledensity of 30 whereas rural India has a teledensity of 1.74. It indicates that the market
is on ascent, with more than 85000 villages yet is come under teleconnectivity.
Associated Chambers of commerce and Industry of India (2005):
It is stated that 30% of the new mobile subscribers added by the operators
worldwide will come from India by 2009.10% of the third generation (3G) subscribers
will be from India by 2011, Indian handset segment could be between US $ 13 billion and
US $ 15 billion by 2016.It offers a great opportunity for equipment vendors to make India
a manufacturing hub. Indian infrastructure capital expenditure on cellular equipment will
be between 10 to 20% of the investment that will be made by international operators by
2015. The other proposals included setting up of hardware manufacturing cluster parks,
conforming to global standards and fiscal incentives for telecom manufacturing among
others.
Virat Bahri (2006):
explains the viewpoint of Sam Pitroda the Chairman of Worldtel that identifies
opportunities for investments in telecommunications. He analyses that there is an
increasing role for telecom in e-governance in India. According to him, technology can
be leveraged to take Indias development to next level.
Snyder (2006):
Communications is a process that allows information to pass between a sender
and one or more receivers and. the transfer of meaningful information or ideas from one
location to a second location. Communications is a human process; humans communicate
by sending information between themselves. Whereas, telecommunication is the
transmission of data or information over a distance. Tele is a Greek word meaning at a
distance, far off. Thus, it classifies smoke signals, semaphore flags, lanterns and signal
flares, telegraph systems, televisions, telephones, written letters, and hand signals as
capabilities that support telecommunications. The problems with these communications
forms include reliability, speed of transmission, and comprehension purposes.
Rohit Prasad & V.Sridhar (2007):
This is one of the first such attempt to analyse the tradeoffs between low market
power and economics of scale for sustained growth of mobile services in the country. Our
analysis of the data on mobile services in India indicates the existence of economies of
scale in this sector. We also calculate the upper bound on the optimal number of operators
in each license service area so that policies that make appropriate tradeoffs between
competition and efficiency can be formulated.
Narinder K Chhiber (2008):

The mobile telecommunication technology is evolving rapidly in the world as
more people demand mobile services with longer bandwidth and new innovative services
like connectivity anywhere, anytime for feature like T.V., Multimedia, Interoperability
and seamless connectivity with all types of protocols and standards, while the 3G.WLAN
hot spot have made inroads along with 3G to offer an alternative form of mobile access.
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can
include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television adverts, web banners, mobile telephone screens,
shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines,
newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo
jets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab
doors, roof mounts and passenger screens, musical stage shows, subway platforms and
trains, elastic bands on disposable diapers, of bathroom stalls, stickers on apples in
supermarkets, shopping cart handles (grabertising), the opening section of streaming
audio and video, posters, and the backs of event tickets and supermarket receipts.
Digital advertising
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television. The average cost of a single
thirty-second TV spot during this game has reached US$3 million (as of 2009). The
majority of television commercials feature a song or jingle that listeners soon relate to the
product. Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank backdrops or used
to replace local billboards that are not relevant to the remote broadcast audience. More
controversially, virtual billboards may be inserted into the background where none exist
in real-life. This technique is especially used in televised sporting events. Virtual product
placement is also possible. Infomercials: An infomercial is a long-format television
commercial, typically five minutes or longer. The word "infomercial" combining the
words "information" & "commercial".
Sales promotions
Sales promotions are another way to advertise. Sales promotions are double purposed
because they are used to gather information about what type of customers you draw in
and where they are, and to jumpstart sales. Sales promotions include things like contests
and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and
discounts. The ultimate goal of sales promotions is to stimulate potential customers to
action.
CHAPTER-IV
DATA ANALYSIS AND INTERPRATION
Page 44
Table: 1
Who is your current service provider?
Communication
Number of respondents
Percentage
Airtel
46
46 %
Vodafone
24
24 %
Idea
15
15 %
Reliance
9%
Other Network
6%
Total
100
100%
Analysis:
The above table shows that the different communication networks used by various people.
The above survey is conducted with the number of 100 people out of which 46% of the people
are using Airtel, 24% Vodafone, 15% idea, and 9% Reliance.
Chart: 1
INTERPRETATION:From the above chart, It is observed that Airtel with other communications, considered 100 , the
majority of the people as subscribers out of them 46% are related to Airtel, compare to all other
network Airtel is the best.
Page 45
Table: 2
Which Kind of connection you are association with Airtel?
Factors
Customer Response
Percentage
Prepaid
65
65%
Postpaid
35
35%
Total
100
100%
Analysis:
The above table shows 65% of people are using prepaid and 35% of the people are using
postpaid connection in airtel on survey of 100 people.
Chart: 2
INTERPRETATION:From the above chart, It is observed that Airtel Having both the Postpaid and Prepaid. As per my
survey Airtel having 65% of Prepaid and 35% of Post paid.
Page 46
Table: 3
For how long you are using Airtel mobile connection?
Connection Period
Less than 6 months
6 to 12 months
1 to 3 Years
4 to 7 Years
Total
Sub Scribers Response

15
25
35
25
100
Percentage
15%
25%
35%
25%
100%
Analysis:
The above table shows 25% of the people are using Airtel network for more than 4 to 7
years and 35% from 1 to 3 years and 25% from 6 to 12 months and 15% from less than six
months.
Chart: 3
INTERPRETATION:From the above chart, It is observed that 15 of the subscribers are using their network for less
than 6 months. And 25 of subscribers for 6 to 12 months and 35 of subscribers are using for 1 to
3 Years and 25 of subscribers are using for 4 to 7 years.
Table: 4
Page 47
From where does the customers watch the advertisement from?

MEDIA MIX
Media
subscribers
Percentage
Television
15
50%
Social network
16%
Newspaper
26%
Magazine
7%
Total
30
100%
Analysis:
The above table tells how the customers get the awareness of the product. 50% from
television, 16% from social network, 26% from newspaper and 7% from magazines.
Chart: 4
INTERPRETATION:From the above chart, It is observed that most of the subscribers watch the advertising mostly the
majority of people are watching from Televisions which covers 50% and 7 % from magazines.
With this survey we can say that Advertising impact is more on televisions.
Table: 5
While subscribes to a new connection does advertising play a role?
Page 48
Factors
Yes
No
Total
Number of Respondents
65
35
100
Percentage
65
35
100%
Analysis:
The above table shows 65% of the people depend on advertising for new connections and
35% of the people dont.
Chart: 5
INTERPRETATION:From the above analysis, It is observed, 65% of subscribers Yes that advertising plays an
important role while purchasing a connection. 35% subscribers said No. So advertisement plays a
major role in new connection
Table: 6
Do you think that advertising made by the company informs you about their products?
Page 49
Parameters
Number Of Respondents
Percentage
Excellent
57
57%
Good
43
43%
Average
Poor
Total
100
100%
Analysis:
The above table helps us to know how the customer can understanding above the product thought
advertising.57% Excellent, 43% Good,
Chart: 6
INTERPRETATION:From the above chart, It is observed that 40% of subscribers opinion that the information
provided through advertisements about their product is somewhat well. But they dont say that
information is completely given. But remaining 60% say that is very well and are satisfied.
Table: 7
Do you think that the advertising made by the organization plays a major role in
promotion of new product?
Page 50
Factors
Percentage
Agree
43
43%
Totally agree
Areas
Disagree
Urban Areas
Totally
disagree
Rural Areas
57
Respondents
0
40
0 0
Neutralcities
Metropolitan
Total
Total
60 0
100100
57%
Percentage
0%
40%
0%0%
60%0%
100%
100%
Analysis:
The above the table helps us to know 43% the of the people think advertisements play an
important role in promoting the project and 57% dont.
Chart: 7
INTERPRETATION:From the above chart, It is observed that 53% of subscribers totally agree that advertising helps
the organization for promoting their products in the market and 46% just agree the statement.
Table: 8
Advertising has more impact on?
Page 51
Analysis:
The above table shows 40% of the advertising has impact in urban areas and 60% in
metropolitan cities.
Chart: 8
INTERPRETATION:From the above Chart, It is observed that 40% of subscribers say that Advertisements have more
impact on urban areas and 60% say on Metropolitan cities.
Table: 9
As the sales are increased based on advertising should the organization continue the
existing advertise on the same service?
Page 52
Factors
Yes
No
Total
15
85
100
Percentage
15%
85%
100%
Analysis:
The above table help us to know that 15% of the people has agreed that the airtel
company should continue the existing advertising service and where as 85% said no.
Chart: 9
INTERPRETATION:From the above Chart, It is observed, that 15% of employees said Yes that organization should go
for the same advertisement if that advertisement increased the sales of the organization. 85% of
employees said No with the statement, because they will get bore.
Table: 10
Do you think the advertising helps the organization to increase its sales?
Page 53
Factors
Number of
Percentage
Yes
Respondents
63
63%
No
37
37%
Total
100
100%
Analysis:
The above table shows that 63% of the people said yes advertising helps the organization
and 37% said no.
Chart: 10
INTERPRETATION:From the above chart, it is observed that 63% of employees said yes that advertising helps the
organizations to increase its sales. 37% said No with the statement.
Table: 11
Page 54
What are the factors which influencing purchase of Airtel?
Factors
Quality of network
Voice clarity
Price
Availability
Total
20
22
28
30
100
Percentage
20%
22%
28%
30%
100%
Analysis:
The above table shows the factors that influence people to buy Airtel network are quality of
network is 20%, voice clarity 22%, price 28% and availability is 30%.
Chart: 11
INTERPRETATION:From the above analysis, It is observed, that the reflects that Quality of network 22%, Voice
clarity 20%, Price 28%, Availability 30% are the factors influencing to purchase of AIRTEL.
Table: 12
The following table indicates the level of satisfaction of consumers towards the service of
AIRTEL.
Page 55
Percentage
Excellent
10
10%
Very good
40
40%
Good
38
38%
AVERAGE
12
12%
100
100%
Attributes
Total
Analysis:
The above table indicates the level of satisfaction of service provided by the airtel
customers Excellent 10%, Very good 40%, Good 38% and Average 12%.
Chart: 12
INTERPRETATION:From the above analysis, It is observed, that reflects that Excellent is 10%,Very good is
40%,Good is 38%, Average is 12% are the level of satisfaction of consumers towards the
purchase of AIRTEL.
Table: 13
Do you think that the advertising made by the organization plays a major role in promotion
of new product?
Page 56
Factors
Percentage
Agree
47
47%
Totally agree
53
53%
Disagree
0%
Totally disagree
0%
Neutral
0%
Total
100
100%
Analysis:
The above table shows that 47% Agree, 53% Totally agree and 0% of the people has
disagreed that advertising made by the organisation helps in promoting the new product of the
company.
Chart: 13
INTERPRETATION:From the above analysis, It is observed, that 53.3% of subscribers totally agree that advertising
helps the organization for promoting their products in the market and 46.7% just agree the
statement.
Table: 14
Do you think Airtel is providing best service?
Page 57
Factors
Percentage
Agree
21
21%
Totally agree
56
56%
Disagree
6%
Totally disagree
2%
Neutral
15
15%
Total
100
100%
Analysis:
The above table shows that 21% Agree, 56% Totally agree, 6% Disagree, 2% Totally dis
agree that Airtel is providing the best service.
Chart: 14
INTERPRETATION:As Per my survey 56% of employees totally agree that Airtel is providing the best service in
selling its products and 21% just agree with the statement. 15% of employees stay neutral.
Remaining 6% and 2% employees are disagreeing and totally disagree.
Table: 15
How do you rank advertising styles of difference service providers?
Page 58
Airtel
Vodafone
Idea
Reliance
BSNL
Rank 1
30
Rank 2
15
Rank 3
10
13
Rank 4
16
Rank 5
30
Analysis:
The above table shows that Airtel has been Ranked No 1 for providing the different
styles of advertisements and second rank for Vodafone, third rank for Idea and fourth rank for
Reliance.
Chart: 15
INTERPRETATION:In this chart, 100% of subscribers give first rank to Airtel in advertising styles. 50% of
them give Vodafone and 26.6% gives Idea and Other 23.4% gives reliance the 2 nd rank. 3rd rank
was given to Vodafone by 33.33% of subscribers and to Idea by 43.3% and to Reliance by 23.4%.
Vodafone, Idea, Reliance was given the 4th rank by 16.6%, 30% and 53.4% of subscribers. 100%
of subscribers gave 5th rank to BSNL.
SWOT ANALYSIS
STRENGTH
Page 59
AIRTEL - CONCEPT, A THOUGHT, A NOTION. AIRTEL IS ABOUT SIMPLE

THOUGHTS THAT HAVE THE POWER TO ENHANCE LIFE
The AIRTEL chitchat is rechargeable SIM card easily available across a host of dealer and retail
outlets all over your city.
The AIRTEL is like an ocean full of technology and information full of mobile world.
It has good research and development will equip with efficient work force.
National and international roaming.
AIRTEL is the leading cellular service provider, with a footprint, in 20 states covering all
four metros It has over Ten million satisfied customers.
An AIRTEL network connects its user to the other network within seconds compared to
other networks.
AIRTEL completes the formalities of the Government by fulfilling the statutory
requirements in taking the proof of the customer.
Page 60
WEAKNESS
An AIRTEL network is weak in rural places.
AIRTEL is stricter in govt. statutory proofs that should be made flexible to the customer.
Poor available of recharge coupons for the customer in the city and some other places.
Unlike the other operator (BSNL) billing pulse is 60 sec.
Poor knowledge to the retailers about AIRTELs packages, schemes and promotional
activities.
Page 61
OPPORTUNITIES
Huge sales can be expected if proper eye catching advertisements, promotional activities
are designed for new customers.
By giving quick and proper services AIRTEL can become the No.1 operator in India in
cellular industry.
Page 62
THREATS
The product is at the growth stage of the company has to stay ahead of its competitors and
persuade the customer to prefer the product.
Company personnel should be taken but it should be customer friendly, otherwise the
company may lose the sales.
The company should give priority to the rural customers, so as get good business
otherwise, other
Operator may capture the market.
Page 63
CHAPTER-IV
FINDINGS
SUGGESTIONS
CONCULSIONS
QUESTIONNARIE
Page 64
FINDINGS
It was identified that sales and service plays a major role in the marketing of any product.
It was found that most of the Airtel subscribers are the part of this network because of its
service provided by Airtel.
It was found that with the help of advertising the subscribers can know the complete
information about their product and also about the new products information is also know
with the help of advertising.
A survey has conducted on the employees and other sub-ordinates about the advertising
impact on sales. It was found that adverting has good impact on increase of its sales.
A survey is done on selling of its products in which the employees agree that the Airtel is
providing its best service in selling its products.
A survey has done on the influence purchase of Airtel that most of the customers using
the Airtel because of availability.
SUGGESTIONS
The advertising created by the organization is excellent and has to improve its creativity
in order to give the clear information about the advertising to the rural area people also.
Mass production demands mass consumption so according to research report says the
creativity of advertising increases the mass consumption.
Reduce the Tariff rates to increase the market share.
The offers should be fairer and should also necessary to bring new SIIM cards with
fascinating offers.
Page 65
The package design should be communicative and eye catching, so package design and
color have to blend harmoniously to make the package communication effective.
CONCLUSION
From the discussion and penetrating study of the data analysis, it is finally
concluded that Sales and Service provided by the Airtel plays a major role in promoting the
project. However, advertisements through electronic media play an important role (about thirty
eight percent) in the popularity of mobile phone services.
Indeed, electronic and print media has its own some say. In urban segment an abnormal trend has
been seen where hundred percent respondents in the age group of 15-20 years agree that
Page 66
advertisements in media effects the customers' buying behavior for the sale of mobile phone
service. Overall analysis opinion goes against the version that promotion schemes launched by
the various companies have an impact on the customer's buying behavior.
More than three-fifth respondents like/very much like to go through deeply into the
advertisements while reading newspapers/magazines and also while seeing television. One
significant analysis has emerged that source through advertisements in electronic media plays a
guiding role for the rural and urban respondents both.
Appearance of celebrities in advertisements contributes to affect the minds of the customers in
making choice.
Rural 207 respondents are comparatively more responsive in this behalf. The liking of brand
Ambassadors like SHAHRUKH KHAN and the advertisements presented through them also
contribute to change the customers buying behavior, the only question is to what extent? In our
present society, our actions and attitudes are motivated, to some extent. If advertising has indirect
impact, sales promotion has direct impact, may be less or more.
QUESTIONNAIRE
1. Who is your current service provider?
(A) Airetl
(B) Vodafone
(C) Idea
(D) Reliance (E) Other Network
2. Which Kind of connection you are associate with Airtel?

(A) Prepaid
(B) Postpaid
3. For how long you are using Airtel mobile connection?

(A) Less than 6months
(B) 6 to 12 months
(C) Above 12 months
Page 67
4. From where does the customers watch the advertisement from?

(A) Television (B) Social network
(C) Newspaper
(D) Magazine
5. While subscribing a new connection does advertising play a role?

(A) Yes
(B) No
6. Do you think that the advertising made by the organization plays a major role in
promotion of new product?
(A) Agree
(B) Totally agree
(D) Totally disagree
(E) Neutral
(C) Disagree
7. Advertising has more impact on?

(A) Urban Areas
(B) Rural Areas
(C) Metropolitan cities
8. As the sales are increased based on advertising should organize continues the existing advertise
on the same service?
(A) Yes
(B) No
9. Do you think the advertising helps the organization to increase its sales?
(A) Yes
(B) No
10. What are the factors that influence towards purchase of Airtel?
(A) Quality of network
(B) Voice clarity
(C) Price
(D) Availability
11. What is the level of satisfaction of consumers towards the service of AIRTEL?
(A) Excellent
(B) Very good
(C) Good
(D) Average
12. Do you think the Airtel is providing best service in selling its product?
Page 68
13. How do you rank advertising styles of difference service providers?

Airtel
Vodafone
Idea
Reliance
BSNL
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
14. Do you think that advertising made by the company informs you about their products?
Parameters
Excellent
Description
Excellent
Good
Good
Average
Percentage
Poor
NetworkAverage
Coverage
Poor
Customer Care
Total
Advertising
Other Benefits
15. Do you think that the advertising made by the organization plays a major role in promotion of
new product?
Factors
Percentage
Agree
Totally agree
Disagree
Totally disagree
Neutral
Total
Page 69
Page 70
BIBLIOGRAPHY
Page 71
BIBLIOGRAPHY
COMPANY PROFILE
----
www.bharatiairtel.com
Chunawala: Advertising, Sales and Promotion Management, Himalaya publications,

2009.
Philip Kotler, Kevin Lane Keller: Marketing Management: Pearson Education, 2009.
Rajan Saxena: Marketing Management, Volume 3 Himalaya publications,2009.
S L Gupta: Sales and distribution Management, Excel, 2009.
NEWSPAPERS
THE HINDU
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A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

SALES PROMOTIONAL ACTIVITIES

MARKETING COMMUNICATION PROCESS:

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

NEED FOR THE STUDY

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

SCOPE OF THE STUDY

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

The Importance of Sales In an Organization:

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

OBJECTIVES OF THE STUDY

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

CLOSED ENDED QUESTIONS:

TYPES OF CLOSED ENDED QUESTIONS:

a question offering two answers choice.

MULTIPLE CHOICE: a question offering three choices.

a scale that rates some attributes from poor to excellent

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

Introduction of the telephone

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

1907 - First Central Battery of telephones introduced in Kanpur.

1913-1914 - First Automatic Exchange installed in Shimla.

1933 - Radiotelephone system inaugurated between the UK and India.

1953 - 12 channel carrier system introduced.

1976 - First digital microwave junction introduced.

1980 - First satellite earth station for domestic communications established at

1985 - First mobile telephone service started on non-commercial basis in Delhi.

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

Emergence as a major player

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

Telephony Subscribers (Wireless and Landline): 921.47 million (Dec 2014)

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL

IZEE BUSINESS SCHOOL, Bangalore

A STUDY ON EFFECTIVENESS OF SALES AND SERVICE TOWARDS AIRTEL