Acknowledgement

I, Satya Prakash Rout express my sincere gratitude to my industry

guide Mr. Priyabrata Mohanty- Customer Relation Manager, Bharti
Airtel Ltd. For his able guidance, continuous support and cooperation
through my project, without which the present work, would not have
been possible.

I would also like to thank the entire team of Airtel, for the constant
support and help in the successful completion of my Summer Internship
Project.

Also, I am thankful to my mentor Prof. Vittal of International School of

Business & Media for his continuous guidance and invaluable
encouragement.

1
Prepared by Satya Prakash Rout
 COMPANY PROFILE
The name of the company is Bharti mobinet limited. The company is owned
and governed by Bharti group of companies. It was several of companies like Bharti
health care, Bharti global, Bharti foundation, Bharti enterprises, and Bharti ventures
limited. Bharti Telnet, Bharti Telescopic, Bharti Broadband etc. The Chairman and
Managing Director of Bharti group is Mr. Sunil Bharti Mittal.

In 1996, Sky cell was launched and in 2000, Airtel took over sky cell. Airtel
has its presence in 15 circles in India, which is worth of Rs.9000 cores. It has 866
towers in A.P, each costs 1 Crore rupees and made a proposal for doubling that
in near future, which covers 65Kms.

Airtel has the largest customer base which crossed 2 lakhs when compared
to BSNL, which has 1, 55,000 customers, and HUTCH of less than 50,000
customers.

Airtel has 28 connects in A.P, where Reach Tele Communications stands

arouse union. It provides various services like bill payments, customer relations for
problems solving, activations and is also dealing with sub-dealers.

An overview

2
Prepared by Satya Prakash Rout
 Bharti Enterprises has been at the forefront of technology and has
eased telecommunications with its world-class products and services.

Established in 1985, Bharti has been a pioneering force in the telecom

sector with many firsts and innovations to its credit, ranging from being the first
Mobile service in Delhi, first private basic telephone service provider in the
country, first Indian company to provide comprehensive telecom service outside India
in Seychelles and first private sector service provide to launch National Long
Distance Services in India. As of February 28, 2003, Bharti had approximately 3.34
million total customers nearly 2.99 million mobile and 354,000 fixed line customers.

Its services sector businesses include mobile operations in Andhra Pradesh,

Chennai, Delhi , Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya
Pradesh circle, Maharashtra circle, Mumbai, Punjab, Tamilnadu and Uttar Pradesh
(west) circle. In addition, it also has a fixed-line Operations in the states of Madhya
Pradesh and Chhattisgarh, Haryana, Delhi, Karnataka, Tamil Nadu and nationwide
broadband and distance networks.

Bharti has recently launched national long distance services by offering data
transmission service and voice transmission service for calls originating and
terminating on most of Indian's mobile networks.

The company is also implementing a submarine cable project connecting

Chennai-Singapore for providing international brand width. Bharti Enterprises also
manufactures and exports telephone terminals and phones.

About Bharti:

3
Prepared by Satya Prakash Rout
 Bharti Tele-ventures is Indian's leading private sector providing of
telecommunications service based on an aggregate of approximately 3.34 million
customers as of February 28, 2003 consisting of approximately 2.99 million mobile
and 3,54,000 fixed-line customers. The company through its subsidiaries also
provides fixed-line, VSAT, Internet service and network solutions. The company
has also commenced offering national and international long distance services.

The company seeks to capitalize on the growth opportunities that it believes

are available in the Indian market and consolidate its position to be an integrated
telecommunications service provider, with a focus on mobile service.

The company today offers mobile service in fifteen out of 22circles in India.
Bharti Tele-venture was the first private sector operator to provide fixed-line service
in India when it commenced providing services in the Madhya Pradesh &
Chhattisgarh circle in June 1998.BTVL recently launched its fixed-line service in the
license areas Haryana, Delhi, Tamilnadu and Karnataka and thus because the first
private sector service provider to provide fixed-line services in all its licensed areas.

Bharti Tele-Ventures has always believed in creating storing partnerships

with its joint venture partners. Today, SingTel and Warburg Pincus are its
leading the other partners includes leading international financial investments such
as International Finance Corporation, Asian Infrastructure Fund Group and New
York Life Insurance.

Bharti Tele-ventures mobile services

Vision:

4
Prepared by Satya Prakash Rout
 Bharti Tele-ventures vision for its business is “To make mobile
communications a way of life and be the customers first choice”.

Mission:

The mission is to meet the mobile communication needs of the customer

through:

1) Error free service

2) Innovative products and services and
3) Cost efficiency.
Strategic objective:

The company's strategic objective is to consolidate its leadership position

among the mobile service providers in India.

Future Prospects of Cellular Industry:

The Indian mobile market, according to the COAL, has increased from
Approximately 1.2 million subscribers as March 31, 1999 to approximately
11.76 Million subscribers as of February 28, 2004.

Despite this rapid growth ,the mobile penetration rate in India, at approximately
1.14% as of February 28, 2004, is significantly lower than the average mobile
penetration rate in other Asian and international markets.

The number of mobile subscribers in India is exerted to show rapid growth

over next four years. By 2006 it is projected at 50 million by COAI and 44 million
by Gartner.

5
Prepared by Satya Prakash Rout
 Bharti Tele-ventures believe that the demand for mobile services in India
will continue to grow rapidly as a result of the following factors:

1) Lower tariffs and handset prices over time;

2) Growth in pre-paid customer category;
3) Greater economic growth and continued development of Indian's economy;
4) Higher quality mobile networks and services; and Greater variety and usage of
value added services.

Bharti Tele-ventures, through its subsidiary have the licenses to provide

GSM services in fifteen out of the twenty-two telecom circles in India. It purposes
to consolidate all its subsidiaries providing mobile services under Bharti Cellular
Limited (BCL).

As of February 28, 2005, approximately 92% of India's total mobile

subscriber market resided in the company's fifteen mobile circles, which
collectively covered only 56%of Indian's land mass.

Airtel Milestones

Air Tel has to its credit some of the most significant milestones in the
history of the Indian cellular industry.

6
Prepared by Satya Prakash Rout
 2004 Bharti Cellular launched cellular services Airtel in Delhi.

2005 Air Tel becomes the first cellular services in Himachal Pradesh Golden
Peacock National Training Award - 1999 to Bharti Cellular for our Delhi mobile
operations from the institute of Directors, a non-profit association in Indian
committed to improving the competitiveness of Indian business by focusing on
development of business leaders, for the best human resources and training practices.

2006 The Technical award from Information Communications world, an

international business magazine, for four consecutive years (2005 to 2006) for brand
excellence, network quality, customer service and value added service in our Delhi
mobile circle. Bharti acquires the cellular services operations of JT Mobile in
Andhra Pradesh and Karnataka.

2007 Bharti Cellular acquired a 100% equity interest in Bharti MobiTel

(formerly Spice Cell), the cellular services provider in Kolkata. Bharti Cellular
entered into license agreements to provide cellular license bidding process.

Bharti Mobitel launches Airtel in Kolkata in December. Six Million Customers

November 2007.

2009 Roll out services in the eight new circles following the fourth cellular
license bidding ttjiis includes the mobile circles of UP(west), Haryana, Madhya
Pradesh, Maharashtra, Mumbai, Gujarat, Tamilnadu and Kerala.

Seven Million Customers — July 2009.

Today:

7
Prepared by Satya Prakash Rout
 Largest Mobile footprint in India, covering 20 of the 22 licensed areas.
Proven track record of managing growth - both organic as well as by way of
acquisitions.

Airtel is largest player in the cellular horizon today and has consistently
leaded the market through its innovative products and services. Seven Million
Customers — July 2009.

Awards and Recognitions

 Bharti was recognized as one of the "Leading Lights of Telecom" in Asia

in November 2001 in the Asian edition of the "tele.com" magazine
with analytical inputs from research Frost & Sullivan.
 The leading telecommunications services provider in Indian in a survey of
Indian companies conducted by Business World in association with Indian
Marketing Bureau in September 2001:
 The Techies award from Information Communications World an international
business magazine for four consecutive years (1997 to 2000) for brand
excellences network quality costumer services and value added service in our
Delhi Mobil circle;
 Golden Peacock National Training Award -1990 to Bharti Cellular for our Delhi
mobile operations from the institute of Directors, a non- profit association in India
committed to improving the competitiveness of Indian business by focusing on
development of business leaders for the best human resources and training
practices: and Ascent - Times of India and Sideshow pass award in 1999 from
the Asia
 Pacific HRD conclave to Bharti Cellular for corporate excellence in the

8
Prepared by Satya Prakash Rout
 category of most innovative human resource practices.
 Mr.Sunil Bharti Mittal (chairman and Group Managing Director) was
honored as "One of the Top Entrepreneurs Worldwide" for the year 200 and
"Stars of Asia" for the year 2001 by international business magazine, Business
Week. Mr.Sunil Bharti Mittal was selected as the "Businessman of the
year 2002" by Business India.
 Mr.Sunil Bharti Mittal was awarded the "Dataquest IT man of the year
2002".
 Mr.Sunil Bharti Mittal was selected the "CEO of the year 2002" by world
HRD Congress.
 Mr.Akhil Gupta (Joint Managing Director) was adjudged as the Chief
Financial Officer for year 2001 for mergers & Acquisitions activities by EIU.

Bharti Tele-Ventures
Bharti Tele-Ventures is one of India's leading private sector providers of
telecommunications services based on an aggregate of 28,692627 customers as on
September 30, 2006, consisting of 27,061,349 GSM mobile and 1,631,278
broadband & telephone customers. The businesses at Bharti Tele-Ventures have
been structured into three individual strategic units (SBU’s) –

1. mobile services
2. broadband and telephone services (B&T)
3. enterprise services

9
Prepared by Satya Prakash Rout
The Mobile services group provides GSM mobile services across India in 23
telecom circles, while B&T business group provides broadband & telephone
services in 94 cities. The Enterprise Services group has two sub-units – carriers
(long distance services) and services top corporates.

All these services are provided under the Airtel brand. Bharti Enterprises
has been at the forefront of technology and has revolutionized telecommunications
with its world class products and services. Established in 1976, Bharti has been a
pioneering force in the telecom sector with many firsts and innovations to its credit.

Bharti provides a range of telecom services, which include Cellular,

Basic, Internet and recently introduced National Long Distance.

Bharti also manufactures and exports telephone terminals and cordless

phones. Apart from being the largest manufacturer of telephone instruments in
India, it is also the first company to export its products to the USA. Bharti is the
leading cellular service provider, with a footprint in 16 states covering all four
metros.

It has over 12 million satisfied customers Bharti Enterprises has successfully

focused its strategy on telecom while straddling diverse fields of business. From the
creation of 'Airtel', one of India's finest brands, to becoming the largest
manufacturer and exporter of world class telecom terminals under its 'Beetel'
brand, Bharti has created a significant position for itself in the global
telecommunications sector.

While a joint venture with TeleTech Inc., USA marked Bharti’s successful
foray into the Customer Management Services business, Bharti Enterprises’
dynamic diversification has continued with the company venturing into telecom
software development. Recently, Bharti has successfully launched an international
venture with EL Rothschild Group owned ELRO Holdings India Ltd., to export
fresh Agri products exclusively to markets in Europe and USA.

10
Prepared by Satya Prakash Rout
"What other operators have achieved in one to two years, Bharti has
done in just over a month. In July 2002, one out of every two people
buying a mobile across India chose AirTel. We are truly proud to be
spearheading the mobile revolution in the country."
- Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures

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

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

11
Prepared by Satya Prakash Rout
 Moreover, these services were mostly restricted to the metros. Other
factors such as lack of awareness among people, lack of infrastructural facilities,
low standard of living, and government regulations were also responsible for the
slow growth of cellular phone services in India. Although the cellular services
market in India grew during the late 1990s (as the number of players increased and
tariffs and handset prices came down significantly) the growth was rather marginal.
This was because the cellular service providers offered only post-paid cellular
services, which were still perceived to be very costly as compared to landline
communications.

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

Corporate Responsibility
At Bharti, CSR is a way of life. Each department and employee strives to be
sensitive to the stakeholders and environment within their work context. Bharti
encourages employees to take decisions and design business-linked processes that
are sensitive to communities and environment.
    
Corporate Social Responsibility (CSR) in Bharti encompasses much more than only
social outreach programs. It is an integral part of the way Bharti conducts its
business. The essence of Bharti’s commitment to Corporate Social Responsibility is
embedded in the ‘Corporate Values’, which stem from its deepest held beliefs.
These Values are:

1. To be responsive to the needs of our customers

2. To trust and respect our employees

12
Prepared by Satya Prakash Rout
 3. To continuously improve our services – innovatively and expeditiously
4. To be transparent and sensitive in our dealings with all stakeholders
 We encourage our employees to take decisions and design business processes,
keeping in mind the following:

Ethics, fairness and being correct

Meeting and going beyond compliances and legal requirements
Showing respect and sensitivity towards stakeholders and communities, and
Nurturing the environment

We practice our CSR beliefs and commitments through a three-pronged approach:

Engaging with stakeholders

Ensuring stakeholder sensitive policies and practices

Corporate Governance

Bharti Airtel Limited firmly believes in the principles of Corporate Governance and is

committed to conduct its business in a manner, which will ensure sustainable, capital efficient and
long-term growth thereby maximising value for its shareholders, customers, employees and
society at large. Company’s policies are in line with Corporate Governance guidelines prescribed
under Listing Agreement/s with Stock Exchanges and the Company ensures that various
disclosures requirements are complied in ‘letter and spirit’ for effective Corporate Governance.

During the financial year 2003-04, your Company was assigned highest Governance and Value
Creation (GVC) rating viz. ‘Level 1’ rating by CRISIL, which indicates that the company’s
capability with respect to creating wealth for all its stakeholders is the highest, while adopting
sound Corporate Governance practices.This rating was re-affirmed by CRISIL on April 20,2006.

Board of Directors

Audit Committee

Human Resource (HR)/ Remuneration Committee

13
Prepared by Satya Prakash Rout
 ESOP Compensation Committee

Investor Grievance Committee

Memorandum of Association

Article of Association

Code Of Conduct

Environment, Health and Safety

At Bharti we believe in the philosophy to refuse, reduce, reuse and recycle. The company has
taken many initiatives in this regard, both within the offices for the benefit of our employees; and
for outside world for the convenience of the people

Few examples of the initiatives taken are mentioned below:

(a) Most of the new Airtel buildings recycle waste water for sanitary and cooling of equipment
purposes e.g. DG sets and AC systems. These buildings also have rain water harvesting systems
for ground water replenishment where appropriate.

(b) All Airtel offices have energy efficient light fittings and DG sets. We also ensure automation
that enables energy savings in our buildings. Building Management System (BMS) – Intelligent
Building concept is being followed in all the new Airtel building and campuses that are coming
up. The  BMS controls The Heating, Ventilation and Air-conditioning (HVAC) system,,
electricity load management, water management, parking management, security and safety
systems to ensure an efficiently run building on optimal resources.

(c) New buildings also incorporate the concept of and Energy Wheel which optimises energy
efficiency in buildings. The AC system in our buildings adds a certain amount of fresh air
periodically; In the process of adding this fresh air the cool air within the building vents out which
may result into higher usage of energy to bring the cooling/ temperature back. The Energy Wheel

14
Prepared by Satya Prakash Rout
concept ensures that as we bring the fresh air in it is pre-cooled thereby optimizing energy
efficiency.

(d) Air quality is checked periodically in all Bharti Airtel offices, and based on the results, duct
cleaning, carpet cleaning, chair and sofa shampooing is undertaken. Water quality is also
monitored in cooling towers for DG sets and Air Conditioner systems so that water born diseases
such as legionella, etc. are avoided.

(e) Use of air curtains on major office exits and double glazing also results in significant energy
saving.

(f)At the time of oil change in DG sets etc. the discarded oil for disposal is only sent to
companies/ vendors approved by the Central Pollution Control Board (CPCB) for proper disposal
as per CPCB approved processes. All Bharti Airtel offices follow the basic requirements specified
by the Pollution Control Board) and ensure statutory compliance.

(g) All Bharti Airtel offices have fire alarm systems. Periodic fire drills are carried out in Bharti
Airtel offices as a practice. All Airtel offices are provided with First Aid boxes and have
identified people as First Aid specialists.

15
Prepared by Satya Prakash Rout
 BUSINESS DIVISIONS

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest
mobile service provider in the country, based on the number of customers.

The group offers high speed broadband internet with a best in class network. With Landline
services in 94 cities we help you stay in touch with your friends & family and the world.

16
Prepared by Satya Prakash Rout
The group focuses on delivering telecommunications services as an integrated offering including
mobile, broadband & telephone, national and international long distance and data connectivity
services to corporate, small and medium scale enterprises

The Company compliments its mobile and broadband & telephone services with national and
international long distance services. It has over 35,016 route kilometers of optic fibre on its
national long distance network. For international connectivity to east, it has a submarine cable
landing station at. For international connectivity to the west, the Company is a member of the
South East Asia-Middle East-Western Europe – 4 (SEA-ME-WE-4) consortium along with 15
other global telecom operators.

17
Prepared by Satya Prakash Rout
 Broadband & Internet

Broadband Advantage

Now experience the internet in a new way with Airtel Broadband. It is powered
by DSL technology which gives you blazing-fast; secure Internet access as soon as you switch on
your computer . We give you the power of limitless discovery on Internet  – from shopping to
banking, paying bills to making new friends and not to mention endless fun & learning for
children.

Switch today to airtel Broadband!

Why wait to connect with Airtel Broadband, the internet is always ON, always available! No
more waiting for dial-up to connect. You are ready to use the internet as soon as you switch on
your computer.

18
Prepared by Satya Prakash Rout
Power Surfing

With speed of up to 2Mbps, feel the excitement of doing more on Internet. Shop, download MP3,
exchange heavy files and chat at an enviable speed, all thanks to an extensive Broadband Services
infrastructure. No more disconnections in the middle of download.

Surf while you talk!

No more missed calls or blocked telephone lines while using the internet. Airtel Broadband
Services connection does not block existing telephone lines and allows one family member to use
the phone while another member surfs the net. No more missed calls and no more fight!

Robust installation

Our world class infrastructure & end-to-end digital network of underground copper cable lines
ensure an extremely robust connection that eliminates the risk of damage. Superior server
technology and a dedicated port provide total security to data storage and information exchange
through the Internet.

24x7 customer support

We are just an email or a phone call away. Round-the-clock, 365 days a year! To help us serve
you even better, we look forward to your feedback. Your suggestions for improvement, brickbats
and even an occasional bouquet, will only help us realize our promise! Click here for the Airtel
Broadband Services Helpline number in your City.

Technology

Airtel Broadband is powered by DSL technology

19
Prepared by Satya Prakash Rout
DSL provides blazing-fast, secure Internet access and can be delivered to both homes and to businesses.
Delivered right through a regular telephone line, data rates can vary from 128Kb to 8Mb per second
depending on the type and cost of the service.

Instant Access

Digital Subscriber Line (DSL) technology provides instant Internet and network access at speeds
up to 50 times faster than a 28.8Kbps modem on a standard analogue phone line. There are no
dial-up delays, no busy signals. What used to take minutes or hours to download, will now take
just seconds or minutes.
Experience Multimedia

With DSL Internet Service you can download graphics-heavy files, large documents, software,
photos, email attachments, and more, instantly. It's perfect for real-time interactive multimedia,
broadcast quality video, distance learning, and video-on-demand. And because DSL Internet
Service sends data and voice over the same line, you can talk on the phone while you are online.
Never Wait!

It's also a service that you don't have to dial into. Just turn on your PC, open a browser, and you're
ready to surf. (No more hearing those annoying beeps and tones, then waiting to be connected.
You're always connected whenever you wish to!). Beyond Internet access, DSL also has the
ability to carry additional phone lines and entertainment services using the same pair of wires.
High-speed Internet access through DSL, changes your Internet experience perceptibly.

20
Prepared by Satya Prakash Rout
 Services
Video Surveillance Solutions

Control your business. 24x7

Now you can observe your office, warehouse, shop and staff from your PC from anywhere
and at all times, with the Video Surveillance Solution.  

BusinessLive@24X7
With BusinessLive@24X7, it's like being there! 24 hours a day, 365 days a year.
BusinessLive@24X7 is a PC based multi-channel system that utilises the most advanced digital
video compression technologies to bring you the highest still picture quality and video clarity. It is
a custom-made, remote, digital Video Surveillance Solution, that will let you keep an eye from
your office or home on what is going on at a specific location. It ensures safety and peace of mind
along with quality service, technical warranty and maintenance.

Unmatched features empowering businesses

Virtual Control

Even when you are away from your premises, you can observe, record and be in control.
BusinessLive@24X7 makes multiple viewing possible. While you are travelling, you can see your
business run smoothly from a distance

16 Videos on One Screen

Click on different display mode icons and monitor live! Activate the built-in

21
Prepared by Satya Prakash Rout
switcher and have different cameras display sequentially, one after the other, as per your time setting,
in single or multiple windows. Monitor multiple sites with multiple cameras, simultaneously.

Digital Video Playback

Use your PC like a digital video player to playback the recorded video or browse frame by frame. And
just in case you want to review something before the recording is over, you can! Your recording will
continue, virtually uninterrupted. You can playback one camera at a time, or even multiple cameras
(up to 4).

Secure and Reliable

BusinessLive@24X7 is completely network ready and you can set up all levels of passwords and
access within the network or use the two-level, multiple-user password protection

Give yourself the advantage

You will be delighted to know that adding these huge benefits to your business does not mean huge
costs. All you need is our Video Surveillance Solution that comes at a surprisingly low investment .

22
Prepared by Satya Prakash Rout
 Tariffs
Experience a Broadband life and discover endless possibilities. Download your
favourite songs, play exclusive games, send or receive large documents photos as
email attachments on a lightening fast, secure & reliable Internet connection. With
Airtel’s high speed Broadband, enjoy superior way to access rich information of
internet with enough fun & learning for everyone. To find out the Airtel broadband
& internet tariffs available in your city, please select your location from the drop-
down. Broadband internet definition as per the TRAI -Always on connection with
minimum download speed of 256 kbps.

23
Prepared by Satya Prakash Rout
 Wifi
What is Wifi ?
Wife is a wireless technology brand by the Wifi Alliance that gives you a host of fantastic
advantages ranging from reliability to security. The simple installation procedure gives you access
to unsurpassed performance instantly. Common applications for Wife include Internet and VoIP
phone access, gaming, and network connectivity for consumer electronics such as televisions,
DVD players, and digital cameras. Just like cell phones, televisions and radios, the wireless
network also uses radio waves.

Wireless technology is clearly the future of networking.

24
Prepared by Satya Prakash Rout
 RESEARCH METHODOLOGY

Meaning of research:
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information as a specific topic. In fact,
research is an are of scientific investigation. The Advanced Learner’s Dictionary of Current
English lays down the meaning of research as “a careful investigation or inquiry specially through
search for new facts in any branch of knowledge.” Redman and Mory define research as a “
systematized effort to gain new knowledge.” Some people consider research as movement, a
movement from the known to the unknown. It is actually a voyage of discovery. We all possess
the vital instinct of inquisitiveness makes us probe and attain full and fuller understanding of the
unknown. This inquisitiveness is the mother of all knowledge and the method, which man
employs for obtaining the knowledge of whatever the unknown, can be termed as research.

Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody research comprises defining and redefining problems, formulating
hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine whether they
fit the formulating hypothesis. D.Slesinger and M Stephenson in the encyclopedia of Social
Sciences define research as “ the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction
of theory or in the practice of an art” Research is , thus, an original contribution to the existing
stock of knowledge making for its advancement. It is pursuit of truth with the help of study,
observation , comparison and experiment. In short, the search for knowledge through objective
and systematic method of finding solution to a problem is research. The systematic approach
concerning generalization and the formulation of a theory is also research. As such the term’
research refers to the systematic method consisting of enunciating the facts and reaching certain
conclusions either in the from of solutions(s) towards the concerned problem or in certain
generalizations for some theoretical formulation.

Defining the research problem:

25
Prepared by Satya Prakash Rout
 A researcher must find the problem and formulate it so that it becomes
susceptible to research. Like a medical doctor, a researcher must examine all the symptoms
(observed by him) concerning a problem before he can diagnose correctly.

And therefore, I have also defined the research problem i.e. To study consumer
trends, behaviour, preferences and level of satisfaction in Airtel communication Ltd.

Research methodology:
After defining the research problem the foremost step will be planning for the
further investigation. Preparing the blue print to undertake the research called research design. In
other words,

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

Under this chapter methodological step has been adopted in the study of consumer trends,
behaviour, preferences and level of satisfaction in Airtel communication Ltd. The research
procedures followed are described as under:

Research Objectives:
To study the consumer trends in telecommunication sector.
To study consumer decision-making & preferences.
To study marketing strategies adopted by Airtel.
To study the level of customer satisfaction in Airtel.
To study the market potential.
To study customer purchase decision behaviour.
To understand the needs of different consumer segments.
Comparative study of different mobile companies.

Research Approach

26
Prepared by Satya Prakash Rout
 The research approach for the purpose was secondary research to collect the information
on the subject.

Research Instrument
I used direct observation, customer data & survey as research instrument.

Sources of Data:
Research Data

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

Data constitute the foundation of statistical analysis and interpretation. Hence the first step
in statistical work is to obtain data.

Data can be obtained from two important sources, namely:

Primary Data

Secondary Data

Primary Data :

27
Prepared by Satya Prakash Rout
 Primary data are gathered for the specific purpose or for a specific research project,
consist of original information for the fulfilment of project objective.

When the data are required for the particular study can be found neither in the internal record of
the enterprises nor in published sources. In some cases it may become necessary to collect
original data.

Primary data can be collected in four ways :-

Observation

Focus

Survey

Experiment

Secondary data:

Secondary data are the data, which already exists somewhere. Secondary data provide
starting point for research and after that the advantage of low cost and ready availability.
Secondary data can be divided into two types:

Internal data

External data

Research Work

28
Prepared by Satya Prakash Rout
 (1) Do you have any mobile connection?

Having Mobile

Not having mobile

The data shows that the total sample size of 500 people taken for research out of
which 86% of persons keep mobile with them

29
Prepared by Satya Prakash Rout
(2) Which age group you belong to?

(a)15-20

(b)20-25

(c)25-35

(d)35- above

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

The analysis shows that 14% people from 15- 20 age group, 7.4% persons from 20-25
age group, 36% persons from 25-35 age group, and 42.6% of people from 35-above age
group keep mobile with them.

30
Prepared by Satya Prakash Rout
(3) What occupation do you have?

(a)Business

(b)Professional

(c)Government Employee

(d)Student

250

200

150

Occupation
100

50

0
a b c d

The data shows that 216 persons are from business, 123 persons are professionals, 68
persons are government employees and 93 persons are found students to consume
mobiles.

31
Prepared by Satya Prakash Rout
(4) Do you know how many telecommunication companies exist in Bangalore region?

(a)6

(b)5

(c)4

(d)Not confirm

a b

c d

The data shows that 60% of people are aware about all companies dealing in
telecommunication in Bangalore, 30% of people says about only 5 companies, 5% are of
both categories knowing either 4 company or not knowing any and 5% are having not
confirm information about mobile companies dealing in Bangalore.

32
Prepared by Satya Prakash Rout
(5) If you have to purchase mobile phone connection which company you will prefer
and why?

(a)Airtel

(b)Reliance

(c)TATA indicom

(d)Vodafone

45
40
35
30
25
preferences
20
15
10
5
0
EL E m E
IRT FON ico NC
A d IL A
DA in RE
VO TA
TA

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

33
Prepared by Satya Prakash Rout
(6)How you came to know the scheme/service that you use?

Awareness of Service

Word of mouth Advertisement Promotion Internet Sample

activities size
137 78 60 25 300

Service Awareness

Word of mouth; 137

Advertisement; 78

Promotion activities; 60

Internet; 25

 Word of mouth and advertisement play a major role of service awareness. 71% of

customer aware about the service through this.

34
Prepared by Satya Prakash Rout
(7) You would like to take Prepaid connection or Post paid connection?

post paid
27%

pre paid
73%

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

35
Prepared by Satya Prakash Rout
 DATA ANALYSIS

B&F SECTOR MARKET SHARE

29% Airtel
36%
Vodafone

Reliance

Tata

BSNL
0%
21%
14%

M&D SECTOR MARKET SHARE

29%
Airtel
36%
Vodafone
Reliance
Tata
BSNL

0%
21%
14%

Prepared by Satya Prakash Rout

 PENETRATION OF TELECOM SERVICE PROVIDER IN KARNATAKA-BANGALORE

PRIVATE SECTOR MARKET SHARE

29% Airtel
36% Vodafone
Reliance
Tata
BSNL

0%
21%
14%

PUBLIC SECTOR MARKET SHARE

29% Airtel
36%
Vodafone

Reliance

Tata

BSNL
0%
21%
14%

Prepared by Satya Prakash Rout

PERCENTAGE OF COCP/COEP IN PRIVATE SECTOR

43%

COCP
COEP
57%

PERCENTEGE OF COCP/COEP IN GOVT. SECTOR

23%

COCP
COEP

77%

Prepared by Satya Prakash Rout

GOVT. SECTOR MARKET SHARE

29% Airtel
36% Vodafone
Reliance
Tata
BSNL

0%
21%
14%

BROADBAND MARKET SHARE

29% Airtel
36%
Vodafone
Reliance
Tata
BSNL

0%
21%
14%

Prepared by Satya Prakash Rout

OVERALL MARKET SCENARIO

29% Airtel
36%
Vodafone
Reliance
Tata
BSNL

0%
21%
14%

MAJOR USP OF AIRTEL

8%
8%

SERVICE
CONNECTIVITY
LOW TARIFF
23% SPEED
61%

Prepared by Satya Prakash Rout

AREAS OF IMPROVEMENT IN AIRTEL

13%

37% NETWORK
13%
BANDWIDTH
BILLING
ISD LINES
FIXED LINES
NONE
18%

13% 6%

Prepared by Satya Prakash Rout

 LIMITATIONS

In this project, I have tried to present facts with figures penetrating to my survey skill it has some
limitation, which are there in this project need identification.

 The sample survey is done on a very small number of people thus the results drawn may
be different from the opinion of the universe.

 The time of two months is very less for covering all the aspects of the project.

 The feedback received from the individuals is according to his perception, limited
exposure and personal knowledge level.

 Very less time was there for interacting with corporate clients.

 Problem in meeting with the concern person without appointment.

 The last but not the least is that the database which I gathered from the websites is not so
reliable because many times I face a difficulty to find the address of the companies and
sometimes the companies change the address and not upgrade in the websites due to
which I waste my time as well as money also.

Prepared by Satya Prakash Rout

 FINDINGS
“FINDINGS”

The data shows that the total sample size of 500 people taken randomly for the research,
430 person out of then taken mobile with them. This segment comproise of professions,
businessperson, service man & students.

About awareness of Telecom Company in Lucknow the data collected shows that 60% of
the people knows about all the telephone companies dealing in Lucknow market, 30% of person
knows only few companies, 5% of person knows only one company, 5% are not knowing
anyother company.

The segment belong to business like to have Post paid connection. Whereas students,
professional and service persons give their preference to Prepaid connection.

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

Prepared by Satya Prakash Rout

 SWOT ANALYSIS OF AIRTEL
STRENGTHS
 Strong Brand Image.
 Good Network Connectivity.
 Wide Network Coverage.
 Attractive Promotional Schemes.
 Good Value Added Services.
 Operating In 65 Countries With 157 Operators.

WEAKNESS
 Perceived As An Expensive Brand.
 Absence In The Rural And Interior Areas.

OPPORTUNITY
 Poor Network Connectivity of Its Competitors.
 Large Chunk Of Dissatisfied Customer.
 Though Being The 4th Entrant, They Are Operating At 900 Frequencies.

THREATS
 Strong Visibility of Competitors.
 Sour Experience With Airtel By Few Can Lead To Bad Word Of Mouth.
 Continuous Improvement in Competitor’s Services.

Prepared by Satya Prakash Rout

Liberalization of the telecommunications market has entered a new phase: competition already
exists (albeit in limited form) in some markets, such as the long-distance market and the market
for Internet access via the STN. Other segments, such as the local loop (essentially the high-
speed Internet access market), are being opened up. At this stage, it is no longer simply a
question of opening up particular markets, but rather, consolidating the play of competition in
those markets that have been opened as well as developing competitive new services. This
explains the importance of high-speed access technologies for the future of the sector.

To face up to these challenges, regulatory activity is changing. It is constantly adapting to market

trends and to economic situations, which are often difficult.

Among its priorities it now counts new economic and social concerns as the information
society develops: national coverage is a major issue and Airtel’ intends to play its part to
protect the interests of all consumers.

To this backdrop, a new regulatory organisation is emerging. It must supply regulatory activity
with new tools to encourage lasting competition in the telecommunications sector. It must also
contribute to the development of a more consistent UP west market that is better able to face up
to the challenges of the information society within the context of globalisation. 

After thorough analysis and interpretation of result obtained I studied overall consumer
trends in Airtel Telecommunication Ltd. How people react to its services and schemes. How
company attract its customer by adopting effective strategies. In the last the conclusion is drawn
through this research that being the biggest and oldest network of mobile telecommunication in
Uttar Pradesh West, having good quality of service, taking along a big part of people aware
about Airtel, it is subsisting hard. For Airtel connection most of customers are professional and
business segment.

“Good service is the way to retain clients”

Prepared by Satya Prakash Rout

 RECOMMENDATION

The Study was conducted in to very vast group of respondents and so its reflections and
interpretations provide a suggestion platform me as:

1. No charge for SMS advertising

2. Advertising should not be over contend, like Advertisements via e-mail
3. Small jingle and funny massage must be used preferably
4. Approach of Advertising should not be like T.V. Advertising but it must be in SMS Flash
or in funny tone.

It these suggestion and limitations will entertained properly the should be very brighter. SMS
Advertising world semester, Innovative and creative way of Advertising. 

Prepared by Satya Prakash Rout

 CONCLUSIONS

1) Most of the respondent prefer Airtel.

2) The second highest number of the respondent prefer Reliance.
3) The third highest number of the respondent prefers Idea.
4) Most of the respondent like cheaper call rates.
5) Most of respondent like good connectivity of coverage.
6) Advertising influences the customer in the buying behavior.
7) TV is the most effective way to attract the customer.
8) Schemes offered by various GSM service providers play an important role in
9) Influencing the customer behavior.
10) The loyalty rate of Airtel is very high.

The conclusion of my study is that AIRTEL’s Advertising has a major impact its users.
People like its schemes very much .AIRTEL had created a very good image on the mind of the
new users of cellular service. AIRTEL has adopted a very good strategy by providing a new
connection with NOKIA who is market leader in mobile set, many new users buy Nokia sets and
they get a free connection of AIRTEL.
AIRTEL is successful in capturing the highest market share by adopting Celebrity
Endorsement Strategy. A.R. Rehmaan’s tune for AIRTEL worked as free advertising for
AIRTEL as another service user uses it too. Other celebrities like Shahrukh Khan (bollywood)
and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL.

Prepared by Satya Prakash Rout

 PREFACE

The project titled “CONSUMER BEHAVIOUR OF AIRTEL &

PROCUREMENT MANAGEMENT” is an outcome of my summer
training project as a part of my PGPBM 2009-11 from
INTERNATIONAL SCHOOL OF BUSINESS & MEDIA, BANGALORE.

To familiarize with the company as corporate world and its

various aspects of functioning, salient features, growth strategies.

I have taken utmost care to prepare the project. I hope that

analysis and summary will certainly help the organization to make an
effort to innovate their work culture and functioning.

Prepared by Satya Prakash Rout

 EXECUTIVE SUMMARY
The project is an extensive report on how the Airtel company

markets its strategies and how the company has been able in tackling the

present tough competition and how it is cooping up by the allegations of the

quality of its products. The report begins with the history of the products and

the introduction of the Airtel company.

This report also contains the basic marketing strategies that are used

by the Airtel Company of manufacturing process, technology, production

policy, advertising, collaboration, export scenario, future prospect and

government policies. The report includes some of the key salient features of

market trend issues.

In today’s world of cutthroat fierce competition, it is very essential to not only

exist but also to excel in the market.

Today’s market is enormously more complex. Hence forth, to survive

in the market, the company not only needs to maximize its profit but also

needs to satisfy its customers and should try to build upon from there.

Prepared by Satya Prakash Rout

OBJECTIVE OF THE STUDY-
01
1. To identify the difference in market performance of Airtel industry.
2. To study the market of Airtel Industry in big scale sector.
3. To compare various parameters of manufacturing process,
advertising,
Collaboration, export scenario, future prospect and government
policies.

OBJECTIVE OF THE STUDY-

02

Procurement Management of Airtel.

Prepared by Satya Prakash Rout

 BIBLIOGRAPHY
Web Links:-

www.airtel.in

www.airtelworld.com

www.researchandmarket.com

www.info-shop.com

www.smartmobs.com

www.yahoosearch.com

www.google.com

Prepared by Satya Prakash Rout

 CERTIFICATE

This is to certify that Mr. SATYA PRAKASH ROUT of

PGPBM 5th trimester student from INTERNATIONAL SCHOOL OF
BUSINESS & MEDIA, BANGALORE has completed his project
under my supervision.

He made this project to my entire satisfaction and as per requirement of

the course.

Proff. Vittal
Project Guide

Prepared by Satya Prakash Rout