A

SUMMER TRAINING
REPORT ON
CUSTOMER SATISFACTION ON AIRTEL MARKETING

Submitted In Partial Fulfillment Of The Requirement For

Bachelor Of Business Administration (2015-2018)

Under The Guidance Of

Dr. SUMAN YADAV

Assistant Professor, FIMT

SUBMITTED BY

TANAY BISHT

ENROLLMENT NO

36590101715

BBA (G) 5th SEMESTER

FAIRFIELD INSTITUTE OF MANAGEMENT & TECHNOLOGY

Affiliated To Guru Gobind Singh Indraprastha University, Delhi

FIMT Campus, Kapashera, New Delhi-110037

1
 STUDENT DECLARATION

I hereby declare that the project entitled CUSTOMER SATISFACTION ON AIRTEL

MARKETING under the guidance of Dr. SUMAN YADAV submitted in the partial
fulfillment of degree of bachelor of business administration 5th semester from FAIRFIELD
INSTITUTE OF MANAGEMENT and TECHNOLOGY, New Delhi. This is my original work
and this project work has not formed the basis for the award of any degree to the best of my
knowledge.

TANAY BISHT

2
 CERTIFICATE OF THE GUIDE

This is to certify that project title CUSTOMER SATISFACTION ON AIRTEL

MARKETING is the original work of TANAY BISHT 36590101715 student of BBA (G) 5th
semester and has been duly completed his project under my guidance and supervision up to my
satisfactory level.

This work has been done in partial fulfillment of the requirement for the award of the degree of
Bachelor of Business Administration From Fairfield Institute Of Management & Technology ,
New Delhi and has not been submitted anywhere in any other university for the award of any
degree.

Signature of Guide

Dr. SUMAN YADAV

Asst. Professor. , FIMT

3
 ACKNOWLEDGEMENT

It is pleasure to acknowledge many people who knowingly and unwittingly helped me, to
complete my project. First of all let me praise God for all the blessings, which carried me
through all those years?

I am particularly indebted to Director Dr. R. K. GARG Fairfield Institute Of Management and

Technology which inculcated in me utmost respect for human values and groomed me up in the
field of software technology to take on the challenges of the competitive world.

First & foremost, I would like to express my regards to Dr. SUMAN YADAV for her constant
encouragement and support. I would also like to express my immense gratitude towards all the
lecturers of our college for providing the invaluable knowledge, guidance, encouragement
extended during the completion of this project.

I extend my sincere gratitude to all my teachers and guide who made unforgettable contribution.

Due to their sincere efforts I was able to excel in the work entrusted upon me.

TANAY BISHT

4
 ABSTRACT
I have completed this project titled Consumer Satisfaction On Airtel Marketing. after an in
depth analysis of telecommunication networking on Bharti Airtel. In this project, I have studied
the Consumer Satisfaction On Airtel Marketing striding ahead rapidly towards enabling the
global vision to be the worlds premier consumer products. Company focused on
communication. Airtel seeks to produce healthy financial rewards for investors as it provide
opportunities of growth and enrichment to its employees, business partners and the communities
in which it operates.

Bharti Airtel Limited "Airtel", the world's third largest mobile operator with operations in
20 countries across Asia and Africa, today said that its Treasury division has been adjudged as a
highly commended winner of the Top Treasury Team (Asia) Awards at the Adam Smith Asia
Awards 2015.Airtel India is the largest provider of mobile telephony and second largest provider
of fixed telephony in India, and is also a provider of broadband and subscription television
services. It offers its telecom services under the "Airtel" brand, and is headed by Sunil Bharti
Mittal.

In this project report I have discussed about the company, its services, vision-mission
statements, how Bharti Airtel works, financial inclusion of company. I did a primary data
collection through Questionnaires covering the sample of 103 Respondents.

I concluded that Bharti Airtel need to focus on varieties and other means of Marketing.
Companies do utilize internet sites for the Advertisement process. Promotion of the Airtel
products should be done carefully.

5
 Table of Contents

S. NO. TOPICS PAGE NO.

1. Student Declaration 2

2. Certificate from Guide 3

3. Acknowledgement 4

4. Abstract 5

5. Chapter - 1: INTRODUCTION 7

6. Chapter - 2: LITERATURE REVIEW 23

7. Chapter - 3: RESEARCH METHODOLOGY 38

8. Chapter - 4: ANALYSIS& INTERPRETATION 42

9. Chapter - 5: FINDINGS & SUGGESTIONS 53

10. Chapter - 6: CONCLUSION 56

11. BIBLIOGRAPHY 58

12. ANNEXUERS 60

6
 CHAPTER - 1

INTRODUCTION

7
1.1 About the Industry

Telecommunication

Introduction:

Telecommunication is the transmission of signs, signals, messages, writings, images and sounds
or intelligence of any nature by wire, radio, optical or other electromagnetic systems
Telecommunication occurs when the exchange of information between communication
participants includes the use of technology. It is transmitted either electrically over physical
media, such as cables, or via electromagnetic radiation. Such transmission paths are often
divided into communication channels which afford the advantages of multiplexing. The term is
often used in its plural form, telecommunications, because it involves many different
technologies.

Early means of communicating over a distance included visual signals, such as beacons, smoke
signals, semaphore telegraphs, signal flags, and optical heliographs. Other examples of pre-
modern long-distance communication included audio messages such as coded drumbeats, lung
blown horns, and loud whistles. 20th and 21st century technologies for long-distance
communication usually involve electrical and electromagnetic technologies, such as telegraph,
telephone, and teleprinter, networks, radio, microwave transmission, fiber optics, and
communications satellites.

A revolution in wireless communication began in the first decade of the 20th century with the
pioneering developments in radio communications by Guglielmo Marconi, who won the Nobel
Prize in Physics in 1909. Other notable pioneering inventors and developers in the field of
electrical and electronic telecommunications include Charles Wheatstone and Samuel Morse
(inventors of the telegraph), Alexander Graham Bell (inventor of the telephone), Edwin
Armstrong and Lee de Forest(inventors of radio), as well as Vladimir K. Zworykin, John Logie
Baird and Philo Farnsworth (some of the inventors of television).

8
1.1.1 History

Beacons and pigeons

In the middle Ages, chains of beacons were commonly used on hilltops as a means of relaying a
signal. Beacon chains suffered the drawback that they could only pass a single bit of information,
so the meaning of the message such as "the enemy has been sighted" had to be agreed upon in
advance. One notable instance of their use was during the Spanish Armada, when a beacon chain
relayed a signal from Plymouth to London.

In 1792, Claude Chappe, a French engineer, built the first fixed visual telegraphy system
(orsemaphore line) between Lille and Paris. However semaphore suffered from the need for
skilled operators and expensive towers at intervals of ten to thirty kilometers (six to nineteen
miles). As a result of competition from the electrical telegraph, the last commercial line was
abandoned in 1880

Homing pigeons have occasionally been used throughout history by different cultures. Pigeon
post is thought to have Persians roots and was used by the Romans to aid their military.
Frontinus said that Julius Caesar used pigeons as messengers in his conquest of Gaul. The
Greeks also conveyed the names of the victors at the Olympic Games to various cities using
homing pigeons. In the early 19th century, the Dutch government used the system in Java and
Sumatra. And in 1849, Paul Julius Reuter started a pigeon service to fly stock prices between
Aachen and Brussels, a service that operated for a year until the gap in the telegraph link was
closed.

9
Telegraph and telephone

Sir Charles Wheatstone and Sir William Fothergill Cooke invented the electric telegraph in 1837.
Also, the first commercial electrical telegraph is purported to have been constructed by
Wheatstone and Cooke and opened on 9 April 1839. Both inventors viewed their device as "an
improvement to the [existing] electromagnetic telegraph" not as a new device.

Samuel Morse independently developed a version of the electrical telegraph that he

unsuccessfully demonstrated on 2 September 1837. His code was an important advance over
Wheatstone's signaling method. The first transatlantic telegraph cable was successfully
completed on 27 July 1866, allowing transatlantic telecommunication for the first time.

The conventional telephone was invented independently by Alexander Bell and Elisha Gray in
1876. Antonio Meucci invented the first device that allowed the electrical transmission of voice
over a line in 1849. However Meucci's device was of little practical value because it relied upon
the electrophonic effect and thus required users to place the receiver in their mouth to "hear"
what was being said. The first commercial telephone services were set-up in 1878 and 1879 on
both sides of the Atlantic in the cities of New Haven and London.

Radio and television

In 1832, James Lindsay gave a classroom demonstration of wireless telegraphy to his students.
By 1854, he was able to demonstrate a transmission across the Firth of Tay from Dundee,
Scotland to Woodhaven, a distance of two miles (3 km), using water as the transmission
medium. In December 1901, Guglielmo Marconi established wireless communication between
St. John's, Newfoundland (Canada) and Poldhu, Cornwall (England), earning him the 1909
Nobel Prize in physics (which he shared with Karl Braun). However small-scale radio
communication had already been demonstrated in 1893 by Nikola Tesla in a presentation to the
National Electric Light Association.

On 25 March 1925, John Logie Baird was able to demonstrate the transmission of moving
pictures at the London department store Selfridges. Baird's device relied upon the Nipkow disk
and thus became known as the mechanical television. It formed the basis of experimental
broadcasts done by the British Broadcasting Corporation beginning 30 September 1929.

10
However, for most of the twentieth century televisions depended upon the cathode ray tube
invented by Karl Braun. The first version of such a television to show promise was produced by
Philo Farnsworth and demonstrated to his family on 7 September 1927.

Computers and the Internet

On 11 September 1940, George Stibitz was able to transmit problems using teletype to his
Complex Number Calculator in New York and receive the computed results back at Dartmouth
College in New Hampshire. This configuration of a centralized computer or mainframe with
remote dumb terminals remained popular throughout the 1950s. However, it was not until the
1960s that researchers started to investigate packet switching a technology that would allow
chunks of data to be sent to different computers without first passing through a centralized
mainframe. A four-node network emerged on 5 December 1969; this network would become
ARPANET, which by 1981 would consist of 213 nodes.

ARPANET development centered around the Request for Comment process and on 7 April
1969, RFC 1 was published. This process is important because ARPANET eventually merged
with other networks to form the Internet and many of the protocols the Internet relies upon today
were specified through the Request for Comment process. In September 1981,RFC 791
introduced the Internet Protocol v4 (IPv4) and RFC 793 introduced the Transmission Control
Protocol (TCP) thus creating the TCP/IP protocol that much of the Internet relies upon today.

However, not all important developments were made through the Request for Comment process.
Two popular link protocols for local area networks (LANs) also appeared in the 1970s. A patent
for the token ring protocol was filed by Ol of Soderblomon 29 October 1974 and a paper on the
Ethernet protocol was published by Robert Metcalfe and David Boggs in the July 1976 issue of
Communications of the ACM.

11
1.1.2 Indian Telecom statistics

Telephone subscribers (wireless and landline): 1058.01 million (May 2016)

Land lines: 24.81 million (May 2016)

Cell phones: 1033.20 million (May 2016)

Monthly cell phone addition: -1.1 million (May 2016)

Teledensity: 82.82% (May 2016)

Telephone system: The telecommunications system in India is the 2nd largest in the world. The
country is divided into several zones, called circles (roughly along state boundaries).
Government and several private operators run local and long distance telephone services. It was
thrown open to private operators in the 1990s. Competition has caused prices to drop and calls
across India are one of the cheapest in the world. The rates are supposed to go down further with
new measures to be taken by the Information Ministry.

Landlines: In India landline service is firstly run by BSNL/MTNL and after there are several
other private players too, such as Airtel, Reliance Communications, Tata Teleservices. Landlines
are facing stiff competition from mobile telephones. The competition has 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.

Mobile cellular: The mobile telephone network has aggrandized greatly since 2000. The number
of mobile phone connections crossed fixed-line connections in 2004. India primarily uses the
following bandwidths for cellular connectivity: 2G networks operate in GSM 900 MHz & 1800
MHz and CDMA 1xRTT 800 MHz bands; 3G networks operate in HSPA 900 MHz &
UMTS/HSPA 2100 MHz and CDMA EVDO 800 MHz bands while 4G networks operate in LTE
850/1800/2300 MHz bands. The dominant players are Airtel, Vodafone, Idea Cellular, Reliance
Communications, Tata DoCoMo, Reliance and state run BSNL/MTNL. There are many smaller
players like Aircel, Videocon, MTS, Telenor India etc. with operations in only a few states.
International roaming agreements exist between most operators and many foreign carriers. The
data reported by service providers indicates that rural India is emerging as the growth driver.

12
Dialing system: On landlines system, intra circle calls are considered local calls while inter
circle are considered long distance calls. Government is now 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 Delhi, you would dial 011-XXXX XXXX). For international calls, you would dial "00"
or "+" and the country code+area code+number. The country code for India is 91.

Internet users: Number of Internet users in India is the 3rd largest in the world next only to
China and the United States of America. Though the number of internet users is high, internet
penetration is still much lower than most countries across the globe.

Broadband subscribers: Broadband in India is defined as 512kbit/s and above by the

government regulator (New definition of Broadband notified on 18 July 2013). Total subscribers
(wireline + wireless combined) were 131.49 million (November 2015).

Internet service providers (ISPs) & hosts: 6,746,000(2012) source: CIA World Fact Book

Country code (Top-level domain): IN

Access Service Provider-wise Market Shares in term of Wireless Subscriber base as on 30th
June, 2016

13
1.2 About the company

COMPANIES PROFILE

1.2.1 Airtel

Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony
in India, and is also a provider of broadband and subscription television services. The brand is
operated by several subsidiaries of Bharti Airtel Limited with Bharti Hexacom and Bharti
Telemedia providing broadband fixed line services and Bharti Infratel Limited providing telecom

14
passive infrastructure service such as telecom equipment and telecom towers. Bharti Airtel
Limited is part of Bharti Enterprises and is headed by Sunil Bharti Mittal.

15
Type Public

Traded as BSE: 532454

NSE: BHARTIARTL BSE SENSEX Constituent

Industry Telecommunications

Founded 7 July 1995

Founder Sunil Bharti Mittal

Headquarters New Delhi, India

Area served
India, Sri Lanka, Bangladesh, Africa and the Channel

Islands
Key people Sunil Bharti Mittal (Chairman and MD)

Products
Fixed line and mobile telephony, broadband and fixed-

line internet services, digital television and IPTV

Revenue Rs. 966.021 billion(US$14 billion)

Operating income Rs. 341 billion (US$5.1 billion)

Profit Rs. 54 billion (US$800 million)

Total assets Rs. 2,248 billion (US$33 billion)

Total equity Rs. 708 billion (US$11 billion)

16
 Members 324.37 Mn

Number of employees 24,868

Parent Bharti Enterprises (68%)

Subsidiaries
Airtel India, Airtel Sri Lanka, Airtel Bangladesh, Airtel
Africa

Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification. It also acts
as a carrier for national and international long distance communication services. The company
has a submarine cable landing station at Chennai, which a connect to Singapore. As of June
2015, Airtel has 234.11 million subscribers with a market share of 23.25% in the Indian
telephony market. Airtel was named India's second most valuable brand in the first ever Brands
ranking by Millward Brown and WPP plc.

1.2.1.1 History

In 1984, Sunil Mittal started assembling push-button phones in India, which he earlier used to
import from a Taiwan company, Kingtel, replacing the old fashioned, bulky rotary phones that
were in use in the country then. Bharti Telecom Limited (BTL) was incorporated and entered
into a technical tie up with Siemens AG of Germany for manufacture of electronic push button
phones. By the early 1990s, Bharti was making fax machines, cordless phones and other telecom
gear. He named his first push-button phones as 'Mitbrau'.

17
Retail outlet in Keylong, Lahaul in 2010

In 1992, he successfully bid for one of the four mobile phone network licences auctioned in
India. One of the conditions for the Delhi cellular license was that the bidder have some
experience as a telecom operator. So, Mittal clinched a deal with the French telecom group
Vivendi. He was one of the first Indian entrepreneurs to identify the mobile telecom business as
a major growth area. His plans were finally approved by the Government in 1994 and he
launched services in Delhi in 1995, when Bharti Cellular Limited (BCL) was formed to offer
cellular services under the brand name Airtel. Within a few years Bharti became the first telecom
company to cross the 2-million mobile subscriber mark. Bharti also brought down the STD/ISD
cellular rates in India under brand name 'Indiaone'.

In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to
Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in
Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises
went public in 2002, and the company was listed on Bombay Stock Exchange and National
Stock Exchange of India. In 2003, the cellular phone operations were re-branded under the single
Airtel brand. In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In 2005,
Bharti extended its network to Andaman and Nicobar. This expansion allowed it to offer voice
services all across India.

Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004 becoming
to the first operator in India to do so. The Airtel theme song, composed by A.R. Rahman, was the
most popular tune on that year.

18
In May 2008, it emerged that Airtel was exploring the possibility of buying the MTN Group, a
South Africa-based telecommunications company with coverage in 21 countries in Africa and
the Middle East. The Financial Times reported that Bharti was considering offering US$45
billion for a 100% stake in MTN, which would be the largest overseas acquisition ever by an
Indian firm. However, both sides emphasise the tentative nature of the talks, while The
Economist magazine noted, "If anything, Bharti would be marrying up," as MTN has more
subscribers, higher revenues and broader geographic coverage. However, the talks fell apart as
MTN Group tried to reverse the negotiations by making Bharti almost a subsidiary of the new
company. In May 2009, Bharti Airtel again confirmed that it was in talks with MTN and the
companies agreed to discuss the potential transaction exclusively by 31 July 2009. Talks
eventually ended without agreement, some sources stating that this was due to opposition from
the South African government.

In 2009, Bharti negotiated for its strategic partner Alcatel-Lucent to manage the network
infrastructure for the fixed line business. Later, Bharti Airtel awarded the three-year contract to
Alcatel-Lucent for setting up an Internet Protocol access network across the country. This would
help consumers access internet at faster speed and high quality internet browsing on mobile
handsets.

In 2009, Airtel launched its first international mobile network in Sri Lanka. In June 2010, Bhartil
acquired the African business of Zain Telecom for $10.7 billion making it the largest ever
acquisition by an Indian telecom firm. In 2012, Bharti tied up with Wal-Mart, the US retail giant,
to start a number of retail stores across India. In 2014, Bharti planned to acquire Loop Mobile for
Rs7 billion (US$100 million), but the deal was called off later.

Bharti Airtel Limited ("Airtel"), the world's third largest mobile operator with operations in 20
countries across Asia and Africa, today said that its Treasury division has been adjudged as a
highly commended winner of the Top Treasury Team (Asia) Awards at the Adam Smith Asia
Awards 2015.

19
1.2.1.2 Mobile services

Airtel operates in all telecom circles of India. Airtel is the largest operator in rural India, with

220.05 million Subscribers as of January 2015.

3G

On 18 May 2010, the 3G spectrum auction was completed and Airtel paid the Government of
India Rs.122.95 billion(US$1.8 billion) for spectrum in 13 circles, the most amount spent by an
operator in that auction. Airtel won 3G licences in 13 telecom circles of India: Delhi, Mumbai,
Andhra Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (West), Rajasthan, West Bengal,
Himachal Pradesh, Bihar, Assam, North East, and Jammu & Kashmir. Airtel also operates 3G
services in Maharashtra & Goa and Kolkata circles through an agreement with Vodafone and in
Gujarat and Punjab through an agreement with Idea. This gives Airtel a 3G presence in 15 out of
22 circles in India. Airtel is fined by DoT 3.50 billion for not stopping offering 3G Services
through Roaming Pacts outside its Licensed Zones in Seven Circles.

On 20 September 2010, Bharti Airtel said that it had given contracts to Ericsson India, Nokia
Siemens Networks (NSN) and Huawei Technologies to set up infrastructure for providing 3G
services in the country. These vendors would plan, design, deploy and maintain 3GHSPA
(third-generation, high-speed packet access) networks in 13 telecom circles where the company
had won 3G licenses. While Airtel awarded network contracts for seven 3G circles to Ericsson
India, NSN would manage networks in three circles. Chinese telecom equipment vendor Huawei
Technologies was introduced as the third partner for three circles.

Airtel launched 3G services in Bangalore on 24 January 2011. On 27 January 2011, Airtel

launched 3G in Chennai and Coimbatore in Tamil Nadu. On 27 July 2011, 3G services were
launched in Kerala's 3 largest cities Kochi, Kozhikode and Thiruvananthapuram.

Airtel 3G services are available in 200 cities through its network and in 500 cities through intra-
circle roaming arrangements with other operators. Airtel had about 5.4 million 3G customers of
which 4 million are 3G data customers as of September 2012.

20
4G

On 19 May 2010, the broadband wireless access (BWA) or 4G spectrum auction in India ended.
Airtel paid Rs 33.1436 billion (US$490 million) for spectrum in 4 circles: Maharashtra and Goa,
Karnataka, Punjab and Kolkata. The company was allocated 20 MHz of BWA spectrum in 2.3
GHz frequency band. Airtel's TD-LTE network is built and operated by ZTE inKolkata and
Punjab, Huawei in Karnataka, and Nokia Siemens Networks in Maharashtra and Goa. On 10
April 2012, Airtel launched 4G services through dongles and modems using TD-LTE technology
in Kolkata, becoming the first company in India to offer 4G services. The Kolkata launch was
followed by launches in Bangalore (7 May 2012), Pune (18 October 2012), and Chandigarh,
Mohali and Panchkula (25 March 2013). Airtel obtained 4G licenses and spectrum in the
telecom circles of Delhi, Haryana, Kerala and Mumbai after acquiring Wireless Business
Services Private Limited, a joint venture founded by Qualcomm, which had won BWA spectrum
in those circles in the 4G spectrum auction.

Airtel launched 4G services on mobile from February 2014. The first city to get the service was
Bangalore. Airtel has started their 4G services in Karnal and Yamuna nagar in Haryana on 16
June 2015. Airtel 4G trials have been started in Delhi from 18 June 2015. Airtel had 1,20,000 4G
subscribers as of May 2014.

As of March 2016, Airtel provides 4G coverage in 350 cities in 15 circles. Airtel extended its 4G
network to 15 km off India's coastline; following a request by the Indian Navy.

Wi-Fi

Airtel has plans to launch Wi-Fi services, initially in Kolkata, Chennai, Delhi NCR, Mumbai and
Bangalore. Users can use the service by finding a hotspot and selecting the 'airtel Wi-Fi Zone'.

Airtel Money

Airtel has started a new mCommerce platform called Airtel Money in collaboration with Infosys
and SmartTrust (now Giesecke & Devrient). The platform was launched on 5 April 2012, at
Infosys' headquarters in Bangalore. Using Airtel Money, users can transfer money, pay bills and
perform other financial transactions directly on the mobile phone. It has an all-India presence.
Certain charges are levied per Airtel Money transaction.

21
Smart Drive

Smart Drive is navigation app exclusive to Airtel customers. The app features voice-based turn
by turn navigation, traffic updates, and approximate travel time based on current conditions.

The app was launched on 12 September 2012. At the time of launch, it was available only in
Bangalore, Mumbai and NCR. Services are currently available in Chennai. Service will be
expanded to Pune and Hyderabad by December 2012.

1.2.1.3 Airtel Plans:

Information about latest mobile prepaid recharge offers, SMS packs, internet recharge plans,
tariff vouchers, full talk time plans of Airtel for Delhi NCR region.

2G Data Recharge
18 1 Day 75MB 2G Data

23 2 Days 100 MB Data

39 4 Days 150 MB Data

43 30 Days 200MB Whats app data(Speed basis network selected)

59 7 Days 225 MB Data

73 8 Days 275 MB Data

98 10 Days 375 MB Data

125 14 Days 500 MB Data

156 18 Days 600 MB Data

176 21 Days 700 MB Data

179 28 Days 1 GB 2G Data

199 28 Days 1.25 GB 2G Data

251 28 Days 1.5 GB Data

22
3G/4G Data Recharge

17 1 Day 50 MB Data

49 5 Days 150 MB Data

99 10 Days 300 MB Data

149 14 Days 450 MB Data

155 14 days 250MB (2G)+250MB (3G) Data

169 14 Days 500MB 3G Data

198 21 Days 600 MB Data

209 21 Days 625MB 3G Data

255 28 Days 650 MB Data

259 28 Days 1 GB Data

298 28 Days 750MB 3G+125 MB Facebook+125 MB Whatsapp Data

299 28 Days 1.25 GB Data

309 28 Days 1 .25GB Data + Wynk Plus

355 28 Days 1 GB+125 MB Facebook+125 MB Whatsapp Data

359 28 Days 1.5 GB Data

398 28 Days 1.75 GB Data

455 28 Days 1.75 GB Data

459 28 Days 2 GB Data

497 28 Days 2.25 GB Data

575 60 Days 2 GB Data

655 28 Days 2.5 GB Data

659 28 Days 3 GB Data

699 28 Days 3.25 GB Data

23
 CHAPTER 2

LITERATURE REVIEW

24
2.1 LITERATURE REVIEW

There is no unified definition upon which marketers agree. Instead, there are nearly as many
definitions of it as there are uses of the term. Clearly, marketing strategy is a commonly used
term, but no one is really sure what it means.

- By Schnaars (1991)

"The strategic marketing process, therefore implies deciding the marketing strategy based on a
set of objectives, target market segments, positioning and policies."

- By Bradley (1991)

"The process of planning and executing the conception, pricing, promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational goals."

- By Bennet (1995)

Marketing strategy creates pathways to a desirable future. The output from such marketing
strategy analysis and choice (or strategic marketing decision) is a marketing strategy statement.

- By Sudharsa (1995)

Strategic marketing means looking at the whole of a companys portfolio of products and
markets, and managing the portfolio to achieve the companys overall goals.

- By Jain (2000)

The term marketing strategy reflects the companys best opinion as to how it can most
profitably apply its skills and resources to the marketplace. It is inevitable broad in scope.
Marketing strategies are the means by which a company achieves its marketing objectives and
are usually concerned with the 4 ps.

- By McDonald (1999)

25
The selection of target markets, the marketing mix and the marketing expenditure levels......

The marketing strategy is the way in which the marketing function organises its activities to
achieve a profitable growth in sales at a marketing mix level

A marketing strategy may be defined as a plan (usually long term) to achieve the organisations
objectives as follows

a) By specifying what resources should be allocated to marketing.

b) By specifying how these resources should be used to take advantage of opportunities which
are expected to arise in the future.

A marketing strategy would consist of the following:

a. Identifying markets and customers needs in those markets.

b. Planning products which will satisfy the needs of these markets.

c. Organizing marketing resources, so as to match products with customers in the most efficient
and effective way possible, i.e., so as to maximize customer satisfaction and the organizations
profits or sales revenue. (or whatever its objectives are !) at the same time.

- By Kotler (1997)

Strategic marketing as seen as a process consisting of: analyzing environmental, market

competitive and business factors affecting the corporation and its business units, identifying
market opportunities and threats and forecasting future trends in business areas of interest for the
enterprise, and participating in setting objectives and formulating corporate and business unit
strategies. Selecting market target strategies for the product-markets in each business unit,
establishing marketing objectives as well as developing, implementing and managing the
marketing program positioning strategies in order to meet market target needs.

- By Drucker (1973)

26
The role of strategic marketing is to lead the firm towards attractive economic opportunities,
that is, opportunities that are adapted to its resources and knowhow and offer a potential for
growth and profitability.

- By Lambin (1977)

Understanding the strategic situation confronting an organization is an essential starting point in

developing a marketing strategy.

- By Cravens (1986)

The establishment of the goal or purpose of a strategic business unit and the means by which it
is to be achieved through management of the marketing function".

- By Baker (1984)

Although marketing has basically an strategic conception of the selling activity, we use to
distinguish between strategic marketing and operational marketing, depending on long term or
short term objectives. Strategic marketing starts in thoughts about current situation of the
company and situational analysis and possible evolution of the markets and the environment,
with the goal of detecting opportunities which can establish objectives.

- By Aramario & Lambin (1991)

2.2. ABOUT THE TOPIC

2.2.1. INITIAL ASPECTS OF MARKETING

This section covers the aspects to take into account when analyzing strategic marketing. Is really
important to follow some key aspects or elements expressed like having a deep understanding of
the market and its environment. (Drummond, Graeme, Ensor, John, & Marketing. 2001). In this
case, the marketing manager will have to delimitate the relevant market, to develop market
segmentation, to evaluate segments: size, growth of demand, and to develop a competition

27
analysis based in the competitive positioning. Also is important in strategic marketing to follow a
deep internal analysis in order to see tangibles and intangible factors and resources.
(Accountants., McShane, P., & Accountants., 1988). Both resources are really important to take
into account in marketing strategies, some aspects are related to evaluating the importance of the
intellectual capital, for example. The distinctive capacities and skills and organization routines
(Prahalad et al., 2004) are also crucial in order to determine future strengths ( key term in
marketing strategy) or weaknesses ( very widely used term too) and their impact on future
business success. (Kotler 2000) The formulation of objectives and strategies oriented to market
(thinking in customers and competitors instead in manufacturing capacities, or in what the
company can do) are also important and are help to define competitive advantage. Strategic
marketing holds different perspectives from those of marketing management. ( Jain 1993) Its
salient features are described in the paragraphs that follow.

(a) Emphasis on Long Term implications. Strategic marketing decisions usually have farreaching
implications. In the words of one marketing strategist, strategic marketing is a commitment, not
an act. These long term implications affect to the balance and the account of operation of the
company of important way since they are connected to decisions key. For example, a company
must decide where it will be in a term of 3 or 5 years. (Lambin et al., 1993)

(b) Corporate inputs. Strategic marketing decisions require inputs from 3 corporate aspects:
corporate culture, corporate publics, and corporate resources. Corporate culture refers to the
style, whims, fancies, traits, taboos, customs and rituals of top management that over time have
to come to be accepted as intrinsic to the corporation. (Strategies and marketing actions are
affected directly by this factor). Corporate publics are the various stakeholders with an interest in
the organization. For example, stakeholders, shareholders, employees, etc. ( they impact directly
or indirectly in the marketing strategy) and corporate resources which include the human,
financial, physical and technological assets/ experience of the company, also key in the process
of analyzing possible weaknesses and strengths. Corporate inputs set the degree of freedom a
marketing strategist has in deciding which market to enter, which business to divest, which
business to invest in , etc. The use of corporate wide inputs in formulating marketing strategy
also helps to maximize overall benefits for the organization ( Jain 1993).

28
(c) Varying roles for different Products / Markets. Strategic marketing starts from the premise
that different products have varying roles in the company. For example product life cycle, each
position in the life cycle requires a different strategy and affords different expectations. The lead
in this regard was provided by the Boston Consulting Group , which developed a portfolio matrix
in which products are positioned on a two-dimensional matrix of market share and growth share,
both measured on a continuous scale from high to low. The portfolio matrix essentially has 2
properties:(a) it ranks diverse business according to uniform criteria b) it provides a tool to
balance companys resources by showing which businesses are likely be resource providers and
which are resource users.

(d) Organizational level. Strategic marketing is conducted primarily at the business unit level in
the organization. (Lambin et al., 1993; Larreche & Jean-Claude, 1998)

(e) Relationship to finance. Strategic marketing decisions are closely related to the finance
function. The importance of maintaining a close relationship between marketing and finance and
for, that matter with other functional areas of a business is nothing new. (Jain 1993)

2.2.2. FACTORS IN MARKETING

Whatever strategy you ultimately choose must take into account several factors like:

2.2.2.1. The companys position in the market.

Factors like market share or sales volume should be analyzed, that is to say , every aspect which
can contribute to determine the level of strength of the company respecting customers and
competitors. It is also to take into account the following factors:

(a) The companys mission, policies, objectives and resources. This shows the importance of the
values in the foundation of the company, reason why it will center bound aspects to products and
services as well as to marks and marketing strategies. (Abell, F., Hammond, & S., 1979; Mercer,
David, & team., 1998)

(b) Your competitors marketing strategies. We should not only know our company but also the
behavior of the competitors' potential and the capacity to add and remove it in products,
segments, markets, distribution channels, etc.. From my point of view one of the clearest

29
indicators that a company thinks, and it acts with mentality of strategic marketing it is the level
of depth that makes of its competitors. Victorious warriors win the battle first and then they go
fight (Jason, Macdonald, Kent, & Neupert, 2005). To get knowledge about the purchasing
behaviors, motivations and perceptions of those who are the direct responsible of our products it
will also be key when making strategic decisions in marketing. They exist multitude of failures
in marketing and more concretely in the formulation and implementation of the strategy due to a
lack of data about the consumers (Faith Popcorn, 1992)

(c) The projected life cycle stage.

The implications of the product life are key when defining the marketing strategy since they try
to foresee (with a certain level of inaccuracy) which will be the evolution of the sales in the
future. Offering a simile with the biological cycle of life. This aspect is also related with the
visualization of future behaviors. One of the most interesting applications from my point of view
is the one of determining the best moment or good moment in which the company should enter
in the market keeping in mind the positions of the competitors, the level of uncertainty in the
environment, etc.. This is an interesting possible future field of investigation.

2.2.2.2. General economic conditions in which you must do business.

Should we look for turbulent markets or should we escape from them? How they will affect us
such questions as the evolution of the rents in our consumers? Is the company prepared at
cultural level to enter in cost strategies? (Nicholas et al., 2003) can the company deal with certain
levels of uncertainty? Answering to these questions will also help to establish appropriate
parameters to formulate marketing strategies. Also is recomendable to take into account, some
requirements for marketing strategies like analysed by Robert J Hamperand and L.Sue Baugh,
1990) where the different marketing strategies must meet specific deadlines ( When is the
objective to be accomplished?) The planning in time will be crucial to avoid falling in the trap of
speaking of expected intentions or marketing actions which do not get completed because are not
time-related. The terms of time are keys to define the degree of execution of the strategic plan of
marketing. Marketing strategies must control performance. (Are the proper steps being taken to
achieve the objective?), They must allocate resources directly and indirectly, ( Do we have
sufficient resources to accomplish our objectives ?) (Dodge & L., 1995). This type of mistakes

30
affect to the businesses in a regular way since sometimes the managers cannot be able to assign
resources in an appropriate way and keep balance in the marketing strategies. For example, it can
be that too optimistic managers have a tendency to launch products to the market without the
appropriate assignment of resources, while other too conservative do not invest enough in new
developments just because they are too focused in profitability. Marketing strategies must be
carefully timed. Taking into account seasonal factors, economic conditions, etc., (Jain & C.,
1983).

2.2.3. ELEMENTS OF MARKETING

A marketing strategy is made of several interrelated elements. The first and most important is
market selection. (Brown, A., Sommers, & E., 1982) which is directly related to choosing the
markets to be served. Product planning includes the specific products the company sells. The
makeup of the product line, and the design of individual offerings in the line. Another element is
the distribution system: the wholesale and retail channels through which the product moves to
the people who ultimately buy it and use it. The overall communications strategy employs
advertising to tell potential customers about the product trough radio, television, direct mail, and
public print and personal selling to deploy a sales force to call on potential customers, urge them
to buy, and take orders. Finally, pricing, is an important element of any marketing program and
is one of the most directed marketing elements in the creation of value for shareholders (Doyle,
2000). The company must set the product prices that different classes of customers will pay and
determine the margins or commissions to compensate agents, wholesalers, and retailers for
moving to product to ultimate users. We should also analyses the implications of the term,
Strategic Market Management. (Aaker et al., 2004)

(a) The External, market orientation it must be kept in mind since the companies are guided to
the market in a regular way. Reliable data in the strategic analysis has bigger possibilities of
success and bigger chances of optimizing their results.

(b) These strategies should be proactive, this is important for at least 2 reasons. First, one way
to be sure of detecting and quickly reacting to major environmental changes is to participate in
their creation. Second, such environmental changes can be so significant that it is important to
influence them when possible. (Aaker & A., 1998)

31
(c) Concern about input to the information system. An external orientation places demand on the
supporting information system. The determination of what information is needed, how it can be
obtained efficiently and effectively, and how it should best analyzed, processed, and stored can
be the key to making the strategy development process effective. (Aaker, 1998). With no doubt it
will be key the power to establish a good level of information for the company from a qualitative
and quantitative perspective. The management team should not fall in the problem of a lack of
data or on the other side the problem of too many data. The strategic decisions will require
excellent quality data, which is the one that the company need to ensure getting the goals and
contributes to reduce risk. It is necessary to mention that it can be equally bad a defect in the data
like an excess of data.

(d) Online Analysis and Decision Making. There is also a trend away from using only the annual
planning cycle and toward more of a continuous on-line system of information gathering,
analysis and strategic decision making. The design of such systems is demanding and will
require new methods and concepts. Although it is important at conceptual level to understand
that a first step is analysis(Gilligan, Colin, Wilson, & S., 2003) and after the analysis the
manager makes decisions, in fact and in the strategic marketing practice the manager never stops
to analyzing and deciding , it is a liquid process in which flows of information are exchanged.

The marketing strategy is based on an analysis of data in the moment A. These data they
conclude in a moment of the time and they are transferred to the following phase which is that of
Strategies of Marketing and it is developed in the moment B. I call to this flow of data solid
flow because they are data which leave of an own investigation with a purpose guided to
strategies. On the other hand, upgrades of data and modifications of aspects exist so much
internal as external, which can be key to determine strategic actions in marketing. In this case the
company will continue adding and incorporating any information that believes convenient on the
planning process, that is to say that the manager will continue adding liquid flows of
information.

The importance of developing and maintaining and entrepreneurial thrust is increasingly

being recognized. The need for the development of organizational forms and strategic
market management support systems that allows the firm to be responsive to
opportunities.

32
 Considering multiple strategies. Strategies in marketing can be seen from many different
angles and perspectives.
Implementation. A growing recognition is that the implementation of the strategy is
critical. The companies should be concerned as to whether the strategy fits the
organization (its structure, systems, people and culture)
Other issues to take into consideration and which influence in strategic marketing are: the
understanding of growth markets and Market Share, managing international realities,
implicating empirical research, utilization of methodological developments, for example,
portfolio models, experience curves, scenario analysis, market structure analysis and
technological forecasting; and finally getting into interdisciplinary developments,
including marketing, organizational behavior, finance and accounting, economics,
strategy. (Aaker et al., 2004) Other key characteristics of strategic marketing reveals its
nature and scope, like or example: Market Driven strategies (Daltas, Arthur, McDonald,
& Philip, 1987; Piercy & Nigel, 2003), where competitive advantage is customer driven
and is based on :
1) The degree of customer satisfaction achieved by a firm.
2) The extent to which the firm exceeds the customer satisfaction levels of the
competition.

Marketing strategy contributes to competitive advantage (Day & S., 1984) by combining the
customer-influencing strategies of the business into an integrated array of market-focused
actions. Strategic marketing includes the actions of the businesses aimed at providing customer
satisfaction. Strategy development considers business scope, generic options, competitive
advantage and organizational effectiveness. Customer targeting and assembling the market
influencing components of the business are coordinated among the functions of the business.
Strategic marketing provides the organizations link with the environment and emphasizes
marketing as an integrated responsibility of the business rather than a specialized function.
Achieving competitive advantage requires teamwork and functional integration. (Cravens, 1982)
Environmental turbulence. The turbulence (Dobni & Brooke, 1998; Ennew et al., 1993) of the
contemporary business environment places a special importance on strategic marketing. Strategic
Marketing provides the expertise for environmental monitoring, for deciding what customer
groups to serve, for product specifications, and for deciding which competitors to position

33
against. Customer satisfaction. The customer is strategic (Chiquan et al., 2004) and both terms
related directly to strategic marketing. Financial performance. The objective is to make strategic
marketing decisions that contribute to the financial performance of the business. Return on
investment replaces sales as the basis for guiding marketing decisions.(Huang & Hongtu, 2000).

2.2.4. TYPES OF MARKETING

Marketing is a strategy used by companies to communicate with the consumer and make him
knowledgeable about the various features of their products and services. It is an essential part of
attracting the target buyers to a particular product, and companies use various innovative or
tried-and-tested techniques to stay ahead of their competitors and make their place in the market.

Here are some of the most popular and effective types of marketing:

PROMOTION

SALES

VIRAL

MARKETS

INTERNET

OBJECTIVE

PRICE

ADVERTISING

TARGET

Affinity Marketing Also known as Partnership Marketing, this technique links

complementary brands, thereby creating strategic partnerships that benefit both companies.
While one adds value to existing customers by generating more income, the other builds new
customer relationships.

34
Alliance Marketing Here two or more entities come together to pool in their resources to
promote and sell a product or service, which will not only benefit their stakeholders, but also
have a greater impact on the market.

Ambush Marketing This strategy is used by advertisers to capitalize on and associated them
with a specific event without the payment of any sponsorship fee, thereby bringing down the
value of sponsorship. It has sub-categories like direct or predatory ambushing or indirect
ambushing by association, to name a few.

Call to Action (CTA) Marketing CTA is a part of inbound marketing used on websites in the
form of a banner, text or graphic, where it is meant to prompt a person to click it and move into
the conversion funnel, that is, from searching to navigating an online store to converting to a
sale.

Close Range Marketing (CRM) Also known as Proximity Marketing, CRM uses Bluetooth
technology or Wi-Fi to promote their products and services to their customers at close proximity.

Cloud Marketing This refers to the type of marketing that takes place on the internet, where
all the marketing resources and assets are transferred online so that the respective parties can
develop, modify, utilize and share them.

Community Marketing This technique caters to the needs and requirements of the existing
customers, as opposed to using resources to gather new consumers. This promotes loyalty and
product satisfaction and also gives rise to word of mouth marketing among the community.

Content Marketing In this case, content is created and published on various platforms to give
information about a certain product or service to potential customers and to influence them,
without making a direct sales pitch.

Cross-media Marketing As the name suggests, multiple channels like emails, letters, web
pages etc. are used to give information about products and services to customers in the form of
cross promotion.

35
Database Marketing This utilizes and information from database of customers or potential
consumers to create customized communication strategies through any media in order to promote
products and services.

Digital Marketing This strategy uses various digital devices like smartphones, computers,
tablets or digital billboards to inform customers and business partners about its products. Internet
Marketing is a key element in Digital Marketing.

Direct Marketing This is a wide term which refers to the technique where organizations
communicate directly with the consumer through mail, email, texts, fliers and various
promotional materials. Diversity Marketing The aim of this strategy is to take into account the
different diversities in a culture in terms of beliefs, expectations, tastes and needs and then create
a customized marketing plan to target those consumers effectively.

Evangelism Marketing It is similar to word-of-mouth marketing, where a company develops

customers who become voluntary advocates of a product and who promote its features and
benefits on behalf of the company.

Freebie Marketing Here a particular item is sold at low rates, or is given away free, to boost
the sales of another complimentary item or service.

Free Sample Marketing Unlike Freebie Marketing, this is not dependent on complimentary
marketing, but rather consists of giving away a free sample of the product to influence the
consumer to make the purchase.

Guerrilla Marketing Unconventional and inexpensive techniques with imagination, big

crowds and a surprise element are used for marketing something, a popular example being flash
mobs.

Cause Marketing Cause marketing, also known as cause-related marketing, links a company
and its products and services to a social cause or issue.

Relationship Marketing Relationship marketing focuses on customer retention and

satisfaction in order to enhance your relationships with existing customers to increase loyalty.

36
Scarcity Marketing Scarcity marketing creates a perception of a shortage which aims to entice
customers to purchase out of fear that they may not be able to get it in the future.

Undercover Marketing Undercover marketing, also known as stealth marketing, involves

marketing to consumers in a way that they do not realize they are being marketed to.

The first two cause and relationship marketing are what I consider positive marketing
techniques that focus on the benefits to others. The second two scarcity and undercover
marketing are more unconventional and potentially controversial techniques.

By keeping in mind the distinctive features of the product, the demographics of the target
consumer and their spending power, and the current strategies of existing companies, an
effective marketing strategy may be successfully created.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers. Measuring

customer satisfaction provides an indication of how successful the organization is at providing
products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate
with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also
vary depending on other factors the customer, such as other products against which the customer
can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered
SERVQUAL which provides the basis for the measurement of customer satisfaction with a
service by using the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the researcher with a satisfaction "gap" which is semi-
quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the
"gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and
expectation) into a single measurement of performance relative to expectation.

37
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement in terms of their
perception and expectation of performance of the service being measured.

38
 CHAPTER 3

RESEARCH

METHODOLOGY

39
3.1. OBJECTIVES OF THE STUDY:

To understand the marketing satisfaction of airtel marketing.

To find out the consumer satisfaction of airtel marketing.

To determine various parameter to collect information through questionnaire of

consumer.

The scope of my study is to observe the degree of satisfaction levels of the consumer as
well as the technique adopted by Bharti Airtel.

RESEARCH is a careful investigation or inquiry especially through search for new facts
in any branch of knowledge.

40
3.2. METHODOLOGY OF STUDY:

Introduction:

This chapter deals with the methodology adopted in conducting the study. The chapter is
organized as follows; research design, sources of data, population and sampling, research
instrument (data collection technique), administration of instrument and analysis of data.

The project is a systematic presentation consisting of the facts of data, analyzed facts and
proposed conclusions in form of recommendations. The data has been collected from both the
sources primary and secondary sources.

3.2.1. Research Design

The research was based on assessing the consumers satisfaction on airtel marketing . The design
was an exploratory study which used closed observation in analyzing marketing strategy.

The study was based on the use of questionnaires. These approaches were used because they
were satisfactory tools for collecting data for the sample population to investigate the topic under
study.

A research design is the arrangement of the condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.

A research design is the specification of methods and procedure for acquiring the information
needed to structure or to solve problems. It is the overall operation pattern or framework of the
project that stipulates what information is to be collected from which source and be what
procedures.

What is study about?

What is study being made?
Where will the study be carried out?
What type of data is required?

41
 Where can the required data be found?
What will be the sample design?
Technique of data collection.
How will data be analyzed?

3.2.2 Sources of Data

Both primary and secondary source of data were used in conducting the research.

3.2.2.1 Primary Sources

In getting primary data there are several approaches available to gathering data. In order to
collect reliable and valid information, the researcher goes to the market place and collect data
from different user of Airtel. The method used in collecting the primary data was questionnaire.

Questionnaires

The purpose of using questionnaire was to identify and assess the effect of marketing strategy. A
set of questionnaire was prepared with close ended questions.

3.2.2.2. Secondary Sources

The study also made use of secondary data in collecting information. The sources of the
secondary data include books, internet search, articles, and journals among others. This helped to
identify how others have defined and measured key concepts, the data sources that of others used
and this helped to discover how this research project is related to other studies.

3.3.3. Sample Size

A sample size of 103 was chosen from the market. This was based on the marketing strategy and
to ensure that the sampled was representative enough to draw conclusion through pie chart.

3.3.4. Sampling Techniques

The convince sampling technique was used to select respondents from the market.

42
3.3.5. Data Collection Instrument

The researcher used questionnaire. The researcher prepared the questionnaires to be responded
by the consumers. The questions were designed to make the purpose of the study successful after
the results have been ascertained. This instrument gave expected information about the
marketing strategy.

3.3.6. Administration of Instruments

Copies of the questionnaire were distributed to consumers at market place.

3.3.7. Data Analysis

The collected data were statistically analyzed, using the pie-chart and tables. Representations like
tables and charts were used to ensure easy and quick interpretation of data. Responses were
expressed in percentages. Data from the completed questionnaire were checked for consistency.
The items were grouped based on the responses given by the respondent. This method was used
because it is the best instrument to identify, compare, describe and reach a conclusion.

43
 CHAPTER 4

DATA ANALYSIS

AND

INTERPRETATION

44
Q1. Are you purchasing in services / products offered by Airtel?

a. Yes

b. No

Dealing

Yes

No

INTERPRETATION From above diagram, most of the respondents are purchasing

services/products offered by Airtel

45
Q2. Does the company give proper response to your queries?

a. Yes b. No

Response

Yes

No

INTERPRETATION - From above diagram, most of the respondents got proper response to
their queries.

46
Q3. Have you ever faced problems related to the Services of Airtel?

a. Always b. Sometimes

Sales

Sometimes

Always

INTERPRETATION From above diagram, most of the respondents faced problems

related to service of Airtel.

47
Q4. Does the problems was resolved by the customers support desk?

a. Yes b. No

Support

Yes

No

INTERPRETATION - From above diagram, most of the respondents problems was not
resolved by the customers support desk.

48
Q5. Does the customer support desk identifies the customers problems effectively and solve
them in proper time?

a. Yes b. No

Sales

Yes

No

INTERPRETATION - From above diagram, most of the respondents problems were

identified effectively and solve in proper time.

49
Q6. Does the company convey the schemes regularly ?

a. Yes b. No

Schemes

Yes

No

INTERPRETATION - From above diagram, most of the respondents regularly conveyed

by company to inform about schemes.

50
Q7. How do you rate the customers support of the company?

a. Satisfactory b. Average

Rates

Satisfactory

Average

INTERPRETATION - From above diagram, most of the respondents are satisfied with the
customers support of the company.

51
Q8. How do you rate the charges in Airtel services?

a. Satisfactory b. Average

Service Ratings

Satisfactory

Average

INTERPRETATION - From above diagram, most of the respondents found average

charges in Airtel services.

52
Q9. Rate your overall satisfaction with the services offered by Airtel ?

a. Satisfactory b. Average

Satisfaction

Satisfactory

Average

INTERPRETATION - From above diagram, most of the respondents are satisfied with the
services offered by Airtel .

53
Q10. Does customers are happy when their problems are solved by the customers support desk?

a. Yes b. No

Schemes

Yes

No

INTERPRETATION - From above diagram, most of the respondents answered in favor that
customers are happy when their problems are solved by the customers support desk.

54
 CHAPTER 5

FINDINGS

AND

SUGGESTIONS

55
FINDINGS:
Mostly respondents are dealing in services/products/ of Airtel.
Company is efficiently performing in solving respondents queries.
Most of the respondents got satisfactory response to their queries.
People who were part of this study faced problems related to the Services of Airtel.
The problems were not resolved by the retailers support desk.
Through this study I found that the retailer support desk identifies the retailers problems
effectively and solved them in proper time.
This study helped me to find that the company executives visit respondents shop
regularly to convey schemes.
The retailers support of the company is satisfactory to respondents.
Respondents found that the margin in Airtel services is average.
Overall satisfaction with the services offered by Airtel to retailers is satisfactory.
Customers are happy when their problems are solved by the retailers support desk.

56
SUGGESTION

By virtue of its connectivity and advertising strategy, AIRTEL is successful in grabbing the
highest market share in India, but there are still some recommendations from my study point of
view is that

AIRTEL needs to make its network service is stronger than other service providers to
dominate the market in future too.
AIRTEL should introduce cheaper recharge cards than the other because its competitor
IDEA had introduced it.
AIRTEL should sign more celebrities from cricket and Bollywood.
AIRTEL also needs to focus on e-commerce.
AIRTEL needs to promote e-tailers.
AIRTEL needs to do online as well as offline promotion.
AIRTEL needs to enhance the efficiency in problem solving skills.

57
CHAPTER 6

CONCLUSION

58
This study consist six chapters or parts which is known as structure of the study. Firstly, in the
beginning of the study which is chapter 1 introduction to company. It consists brief explanation
about the AIRTEL Company. In the next step of the study literature review related to the topic
was presented. Research methodology was the next step of this study which explains about what
is our method of data collection, is this study descriptive or explorative, whatll the sample size,
wholl be the targeted people of the study. Next concept is analysis and interpretation of data in
collected data is analyzed for further process. In next step findings and suggestions were
presented which is based on collected data by primary resources. Next topic to findings and
suggestions is conclusion which is summarization of the whole study.

AIRTEL is a telecom company which provides the facility of communication and internet. The
AIRTEL Company has expensive plans because it was segmented on the basis of income and the
targeted market was those people who live in urban region and earn well. With the passage of
time company extended its market accessibility and reachability but in this process of extension
company faced so many challenges such as charges of services, quality of services etc.

By virtue of its connectivity and advertising strategy, AIRTEL is successful in grabbing the
highest market share in India, but there are still some recommendations from my study point of
view is that company needs to focus on different concepts which are as follow:

AIRTEL needs to make its network service is stronger than other service providers to
dominate the market in future too.
AIRTEL should introduce cheaper recharge cards than the other because its competitor
IDEA had introduced it.
AIRTEL should sign more celebrities from cricket and Bollywood.
AIRTEL also needs to focus on e-commerce.
AIRTEL needs to promote e-tailers.
AIRTEL needs to do online as well as offline promotion.
AIRTEL needs to enhance the efficiency in problem solving skills.

59
BIBLIOGRAPHY

60
BIBLIOGRAPHY
BOOKS:
Prasad, L.M(2008) , Marketing Management, New Delhi: Sultan Chand & Sons, 2008
Kothari C.R., Research Methodology, 2ndedition,2003, Vikas Publishing House Pvt.
Ltd, New Delhi.
Singhla, R K, marketing strategy, 5th edition, sultan & sons publications, dariyaganj
New Delhi
Kumar, Ramesh, Application Exercises in Management, Vikas Publishing House, 2004
Varshney & Gupta, Marketing Management, Sultan Chand & Sons, 2005.
Kotler & Armstrong, Principles of Marketing Management, Prentice Hall India, 2003.

WEBSITES:
https://www.scribd,com
https://www.hul.co.in
www.luxresearchin.com
www.stylecraze.net
www.ibef.org
www.india-opporunities.es
https://en.m.wikepedia.org
info.shine.com

61
ANNEXUERS

62
 QUESTIONNAIRE
Name: ________________________

Gender: ____________________

Age: __________________________

Contact: _____________________

Q1. Are you purchasing in services / products offered by Airtel?

a. Yes

b. No

Q2. Does the company give proper response to your queries?

a. Yes

b. No

Q3. Have you ever faced problems related to the Services of Airtel?

a. Always

b. Sometimes

Q4. Does the problems was resolved by the customers support desk?

a. Yes

b. No

Q5. Does the customer support desk identifies the customers problems effectively and solve
them in proper time?

a. Yes

b. No

63
Q6. Does the company convey the schemes regularly ?

a. Yes

b. No

Q7. How do you rate the customers support of the company?

a. Satisfactory

b. Average

Q8. How do you rate the charges in Airtel services?

a. Satisfactory

b. Average

Q9. Rate your overall satisfaction with the services offered by Airtel ?

a. Satisfactory

b. Average

Q10. Does customers are happy when their problems are solved by the customers support desk?

a. Yes

b. No

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