BHARTI AIRTEL LIMITED

( Submitted in partial fulfillment of the requirements for

MBA )

Submitted By Under the guidance of

Name of Student – Shivani Srivastava Name of the Faculty – Mr.

Himanshu Goel

Father's Name – Ashok kumar Srivastava

Batch of 2020-22

LLOYD INSTITUTE OF MANAGEMENT & TECHNOLOGY

PLOT NO 11, KNOWLEDGE PARK-2, GREATER NOIDA-201306 (UP)

 ACKNOWLEDGEMENT

It is my esteemed pleasure to present the project and I whole heartedly thank

each and everyone who helped me in completing the task.

I would like to express my gratitude towards our Director

Dr. Bhupender Kumar Som.

I take chance to express my sincere gratitude and regards to my Internal Guide

Mr Himanshu Goel for his constant inspiration, supervision and invaluable
guidance during the study.

I would like to extend my hearty thanks to entire faculty members of LIMT for
their constant cooperation and support and my parents for their support and
blessings.
 CONTENTS

S No. Description Page No.

1 Acknowledgement 02
2 Introduction 04
3 Objectives of study 05
4 Scope of Innovation 06-07
5 Introduction 08-13
6 Financial and operating feasibility 14-15
7 USP 16-20
8 Other Information/Conclusion 21-26
9 Bibliography 27
 INTRODUCTION

“The act of giving a company a particular design or symbol in order to advertise its products and
services”

-from Cambridge Advanced Learner’s Dictionary

A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific
product, service, or business. A legally protected brand name is called a proprietary name.

Brand is the image of the product in the market. Some people distinguish the psychological aspect of
a brand from the experiential aspect. The experiential aspect consists of the sum of all points of
contact with the brand and is known as the brand experience. The psychological aspect, sometimes
referred to as the brand image, is a symbolic construct created within the minds of people and
consists of all the information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brand experience,
creating the impression that a brand associated with a product or service has certain qualities or
characteristics that make it special or unique. A brand is therefore one of the most valuable
elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the
marketplace. The art of creating and maintaining a brand is called brand management. Orientation
of the whole organization towards its brand is called brand orientation.

Careful brand management seeks to make the product or services relevant to the target audience.
Therefore cleverly crafted advertising campaigns can be highly successful in convincing consumers to
pay remarkably high prices for products which are inherently extremely cheap to make. This
concept, known as creating value, essentially consists of manipulating the projected image of the
product so that the consumer sees the product as being worth the amount that the advertiser wants
him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw
materials, plus the cost of manufacture, plus the cost of distribution. Modern value-creation
branding-and-advertising campaigns are highly successful at inducing consumers to pay, for
example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast
cereal that contains a few cents' worth of wheat.
 TAGLINE

Express yourself; The best network for

your smartphone; Har ek friend
zaroori hota hai…
 OBJECTIVES OF STUDY

● To study about the symbol of AIRTEL.

● To study about the AIRTEL BRAND.
● To know about the brand image of AIRTEL tale services.
● To know how customers feel about AIRTEL TELESERVICES
● Are they happy with the service?
● To know about what customers need and what the company is providing.
 SCOPE OF INNOVATION

The basic need of the project is to understand the service of AIRTEL LIMITED products and identify
what are the gaps in service. The idea behind the projects is to identify what is the brand and service
range of AIRTEL LIMITED products in a market.

Company wants to know whether the service process is working properly or not? And are retailers
satisfied with the service practice? Company also wants to distinguish the availability of AIRTEL
LIMITED products and visibility in the market through promotional materials.

The need of the project arises from the company to improve its service practice in order to have
better market placement in the market. So, for that they needed in-depth analysis of the problems
which would also generate some fresh ideas for the improvement.
 INDUSTRY PROFILE

Introduction

India is the world’s second-largest telecommunications market. The telecom infrastructure in India is
expected to increase at a compound annual growth rate (CAGR) of 20 per cent during the period
2008–2015 to reach 571,000 towers in 2015.

The mobile phone industry in India is likely to contribute US$ 400 billion to the country’s gross
domestic product (GDP) and has the potential to generate about 4.1 million additional jobs by 2020,
The mobile ecosystem generated approximately 5.3 per cent of the GDP for India, and directly
supported 730,000 jobs in 2012, according to the report titled ‘Mobile Economy India 2013’ released
by GSMA in association with the Boston Consulting Group (BCG).

“India is a place for investment and innovation for Vodafone. India is one of the two biggest markets
for us along with Germany. The company is investing nearly US$ 3 billion over the next two years in
India in expanding its network infrastructure and distribution channel in the country,” according to
Mr Vittorio Colao, CEO, Vodafone Plc.

History

Telecom in the real sense means transfer of information between two distant points in space. The
popular meaning of telecom always involves electrical signals and nowadays people exclude postal
or any other raw telecommunication methods from its meaning. Therefore, the history of Indian
telecom can be started with the introduction of telegraph.

Introduction of the telephone

In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-
Indian Telephone Company Ltd. approached the Government of India to establish telephone
exchanges in India. The permission was refused on the grounds that the establishment of telephones
was a Government monopoly and that the Government itself would undertake the work. By 1881,
 the Government changed its earlier decision and a licence was granted to the Oriental Telephone
Company Limited of England for opening telephone exchanges at Kolkata, Mumbai, Chennai
(Madras) and Ahmedabad. 28 January 1882, is a Red Letter Day in the history of telephone in India.
On this day Major E. Baring, Member of the Governor General of India's Council declared open the
Telephone Exchange in Kolkata, Chennai and Mumbai. The exchange at Kolkata named "Central
Exchange" was opened at third floor of the building at 7, Council House Street

Key Statistics

The telecommunications industry attracted foreign direct investments (FDI) worth US$ 12,889 million
in the period April 2000–September 2013, according to data published by the Department of
Industrial Policy and Promotion (DIPP).

The country’s GSM operators added 1.66 million rural subscribers in October, taking their overall
user base to 274.32 million, according to data released by the Cellular Operators’ Association of
India (COAI). The telecom companies are looking at rural India to add users and revenues.

Market Dynamics

India could emerge as a low-cost hub for testing security-sensitive IT products used in telephone and
other critical infrastructure networks, with the country being recently given the 'authorising member
nation' status in the Common Criteria Recognition Arrangement (CCRA). Laboratories in India could
offer testing services at much lower costs compared to other CCRA labs in Western markets,
highlighted Mr Rajan Mathews, Director General, COAI – the industry body representing GSM
operators.

India has over 50 per cent mobile-only internet users, possibly the world’s highest compared to 20–
25 per cent across developed countries, according to Avendus Capital. More so, gaining impetus
from the increasing penetration of smartphones and a whole host of mobile-only content, the Indian
mobile advertising market is estimated to reach Rs 2,800 crore (US$ 457.52 million) by 2016 from
the current Rs 180 crore (US$ 29.41 million).
 Increasing demand for smartphones and availability of high speed networks, such as 3G and 4G
services, has resulted in the rapid growth of the Indian market, besides offering immense
opportunities to players involved in the business. The RNCOS’ research study, ‘Indian Mobile Gaming
Market Forecast to 2017’ estimated the market to reach Rs 18.5 billion (US$ 302.28 million) in 2017
and grow at a CAGR of nearly 24 per cent during the period 2013–2017.

Key Developments & Investments

Vodafone India, the local arm of UK's Vodafone Group Plc, plans to spend around Rs 7,000 crore
(US$ 1.14 billion) in the country, in addition to its annual capex of Rs 5,000 crore (US$ 817 million)
over the next few years, to expand its data network and coverage, said Mr Marten Pieters, CEO,
Managing Director, Vodafone India.

ZTE Corp is targeting US$ 800 million revenue from India next year. The company expects a
significant portion of the revenue growth to come from its handset business. In addition, ZTE has
bagged a deal to manage Airtel’s 4G network in Kolkata and Punjab.

The Chennai-based mobile phone retailer, UniverCell will double its retail footprint to 1,000 outlets
by the end of March 2015 from the present 500.

Viom Networks is looking to add between 1,500 and 2,000 mobile towers by this fiscal end. The
company is expected to invest approximately Rs 150 crore (US$ 24.51 million).

Micromax will start assembling phones at its Rudrapur plant by the first quarter of 2014. The facility
employs over 400 people.

Road Ahead

The DoT will encourage telecom service providers to share their infrastructure, according to Mr M F
Farooqui, Telcom Secretary, and Government of India. The telecom industry and the Government
need to work together to attract investments and exploit advances in technology. With the success
in voice-connectivity being carried forward to data and emerging technologies including cloud
 computing, the government is targeting broadband connectivity from 15 million currently to over
600 million in 2020.

On the back of the ongoing investments into infrastructure, the country is projected to witness high
penetration of internet, broadband, and mobile subscribers in the near future. Various policy
initiatives by the Indian government have led to a complete transformation of the industry in the last
decade. It has achieved a phenomenal growth during the last few years and is poised to grow
further.

The real-action starts now for the Indian telecom industry at the onset of new financial year. Amidst
the scams and licensing issues, India is still one of the fastest growing telecom markets. The growth
is driven by increased adoption of mobile phones and seamless rural connectivity. There is still
ample space for growth left in the market, before moving to maturity and consolidation efforts.

Technology will hold the key

The market is likely to move towards adoption of LTE and 4G over the coming year. Enhanced
bandwidth, flexibility, and agility provided by technology adoption will enable an advanced telecom
ecosystem.

Operators will need to do a lot of technology revamp across infrastructure, and deploy specialized
applications like analytics in order to win the new age market. Applications that support new
business models like mobile money and mobile advertising, as well as provide actionable insights
into areas like customer experience will enable success in leveraging the market conditions.
Transactions in the e-commerce space are likely to reach the peak of the hype cycle and online
security becomes a real threat. Significant upgrade of technical capabilities will be required to enable
integration of subscriber databases with Aadhaar numbers.

Telecom and mobile communications are enabling other industry sectors such as banking, energy,
education, health etc. Telecom will thus become a pivotal industry in enabling industry convergence.
 COMPANY PROFILE

Bharti airtel limited is a leading global telecommunications company with operations in 19 countries
across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed
broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long
distance services to carriers. Bharti airtel has been ranked among the six best performing technology
companies in the world by business week. Bharti airtel had 200 million customers across its
operations.

Bharti Airtel Limited is a leading global telecommunications company with operations in 20

countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the
top 4 mobile service providers globally in terms of subscribers. In India, the company's product
offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed
DSL broadband, IPTV, DTH, enterprise services including national & international long distance
services to carriers. In the rest of the geographies, it offers 2G, 3G wireless services and mobile
commerce. Bharti Airtel had over 269 million customers across its operations at the end of March
2013.

Highlights-

Bharti Airtel becomes the fourth largest mobile operator in the world

Airtel launches Mobile Services in Lakshadweep

On 12th December 2012, enjoy a day of great shopping deals on www.airtel.in

Education is now available anytime, anywhere with Airtel mEducation

Our Vision & promise -

By 2015 airtel will be the most loved brand, enriching the lives of millions.

Enriching lives means putting the customer at the heart of everything we do. We will meet their
needs based on our deep understanding of their ambitions, wherever they are. By having this focus
we will enrich our own lives and those of our other key stakeholders”.
 FINANCIAL AND OPERATING FEASIBILITY

● it can be stated that 100% of people in survey using teleservices for their constructions
● it can be stated that 50% of people using AIRTEL Teleservices,10% of people using Vodafone
teleservices , 12% of people using Tata teleservices , 13% of people reliance teleservices ,
15% of people having other brands.
● it can be stated that people give preference 40% to brand name,25% to quality,8% to
price, , 12% to comfort,10% to service,5% to performance.
● it can be stated that 70% people are aware of AIRTEL, 30% are not aware system.
● we can state that 40% people heard about the AIRTEL through friends, 24% through
advertisements, 6% through Tele call, 20% through event and 10% through consultant
● it can be stated that people give preference 40% to brand name, 30% to features, 20% to
better service, 10% to all the above attributes.
 SUGGESTIONS

● The company should maintain their market position and try to increase their customers.
● Enough stock should keep in stockiest place& retailers place
● To enable the customers to get in touch with the service personal more easily, the number
of direct phones should be increase or provide the toll free number to give solutions of
constructions.
● Periodically, review meetings with the customers in different areas should be convinced, to
have a general consensus regarding problems being faced by them.
● To increase sales of the teleservices, the company should concentrate on advertisements
and try to provide special offers.
● If the company reduce the price of the teleservices for who purchase huge quantities, then
sales will be increased dramatically.
 UNIQUE SELLING PREPOSITION

Airtel SWOT Analysis, Competitors, STP & USP

SWOT analysis of Airtel analyses the brand/company with its strengths ,weaknesses ,opportunities &
threats. In Airtel SWOT Analysis, the strengths and weaknesses are the internal factors whereas
opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Airtel to benchmark
its business & performance as compared to the competitors and industry. Airtel is one of the trading
brands in the telecom service providers sector.

The table lists the SWOT (Strengths, Weakness, Opportunities, Threats):

 AIRTEL BRAND ANALYSIS

Parent Company Bharti

Category Mobile service provider

Sector Telecom Service Providers

Tagline/ Slogans Express yourself; The best network for your smartphone; Har ek friend zaroori

USP Airtel is a top telecom brand in India with a huge customer bas

AIRTEL STP

People looking for an efficient telecom service

Airtel Segmentation

Airtel Target Market

Middle and upper class above 18 years age; YUPS (Young Upward Pro

Airtel Positioning Aspirational and lifestyle brand offering excellent telecom service
 AIRTEL SWOT ANALYSIS

Below are the strengths in the SWOT Analysis of Airtel:

1. Airtel is one of the largest cellular service provider in India, with over 2
subscribers.

2. Largest Telecom operator in the world with 200+ million subscribers acr
make Airtel a strong brand.

3. Airtel is the only Indian Operator, with VSNL,that has an international

Airtel Strenghts
4. High brand visibility of Airtel.

5. Strong advertising with celebrity brand ambassadors has boosted the bra

6. Airtel has great value added services like Airtel money, online recharges

7. Airtel stores , kiosks, sponsorships etc have boosted the brand presence w

8. Countries like Srilanka, Bangladesh , Africa have a strong subscriber bas

Here are the weakness in the Airtel SWOT analysis:

Airtel Weakness 1.Price competition from other telecom players means limited market share

2.User privacy is an allegation which the brand has had to face.

Following are the Opportunities in Airtel SWOT Analysis:

1.Fast expanding cellular market can be tapped by Airtel

Airtel Opportunities
2.Latest and low cost technology can be used by Airtel due to its strong pre

3.Untapped rural market.

The threats in the SWOT Analysis are mentioned :

1.New entrant’s low price offering can reduce market share.

Airtel Threats
2.Saturation point in the basic telephony service can be tapped by Airtel.

3. Mobile Number Portability can be used by the company to tap competito

 AIRTEL COMPETITORS

Below are the top 11 competitor:

1.Reliance Jio
2. Idea
3. Vodafone
Competitiors 4. Tata Docomo
5. Reliance Communications
6. MTNL
7. BSNL
8.Uninor
9.Tata Indicom
10. Virgin Mobile
11. Aircel

OTHER INFORMATION
 Bharti Airtel Limited

Type Public

Traded as BSE: 532454
NSE: BHARTIARTL
BSE SENSEX Constituent
NSE NIFTY 50 Constituent

ISIN INE397D01024

Industry Telecommunications

Founded 7 July 1995; 25 years ago[1]

Founder Sunil Bharti Mittal

Headquarters Nelson Mandela Road, New Delhi,

India[1]

Area served Worldwide

Key people Sunil Bharti Mittal (Chairman)

Gopal Vittal (MD & CEO)

Products Fixed line telephone

Mobile phone
Broadband
Satellite television
Payment bank
Digital television
Internet television
IPTV

 ₹89,473 crore (US$13 billion) (2020)

Revenue
 [2]

Operating income  ₹−29,507 crore (US$−4.1 billion)

(2020)[2]

Net income  ₹−31,316 crore (US$−4.4 billion)

(2020)[2]

 ₹360,779 crore (US$51 billion)
Total assets
(2020)[2]

 ₹74,417 crore (US$10 billion) (2020)

Total equity
[2]

Owners Bharti Enterprises (64%)

Singtel (36%)[3][4]

Members 457.96 million [5]

(Dec-2020)

Number of 17,917 (Q3 2020) [5]

employees

Subsidiaries Airtel India

Airtel Payments Bank
Airtel digital TV
Airtel Sri Lanka
Robi Axiata Limited
Airtel Africa
Airtel-Vodafone
Wynk

Website www.airtel.com

Airtel operates in the following countries:

 Operator
Country Remarks
name

Airtel Bangladesh was merged

 Bangladesh Robi into Robi Axiata Limited in which
Bharti Airtel holds a 25% stake.[79]

Airtel Chad is the No. 1 operator with

 Chad airtel Chad
69% market share.[79]

Airtel is the market leader with almost

 Democratic Republic of the
airtel DRC 5 million customers at the end of
Congo
2010.[citation needed]

Airtel Gabon has 829,000 customers

 Gabon airtel Gabon and its market share stood at 61%. [citation
needed]

Airtel Ghana merged with Tigo to form

 Ghana airteltigo
airteltigo in 2017.[80]

Airtel is the second largest operator

 India airtel India with almost 280.3 million customers as
of November 2018.[81]

Airtel Kenya is the second largest

 Kenya Airtel Kenya operator and has 8.6 million
subscribers.[82]

Airtel is the market leader in

airtel
 Madagascar Madagascar with 39% market share
Madagascar
and 2.5 million customers.[79]

Airtel Malawi is the market leader with

 Malawi airtel Malawi
a market share of 72%.[79]

 Niger airtel Niger Airtel Niger is the market leader with a

 68% market share.[79]

Airtel Nigeria is the third largest

operator in Nigeria with a 26.92%
 Nigeria airtel Nigeria
market share and 50.2 million
customers.

airtel Congo Airtel Congo is the market leader with

 Republic of the Congo
B a 55% market share.[79]

airtel Airtel launched services in Rwanda on

 Rwanda
Rwanda 30 March 2012.[83]

Airtel is the leading comprehensive

airtel telecommunications services
 Seychelles
Seychelles providers with over 55% market share
of mobile market in Seychelles.[84]

Airtel Sri Lanka commenced

airtel Sri operations on 12 January 2009. It had
 Sri Lanka
Lanka about 1.8 million mobile customers at
the end of 2010.[85]

airtel Airtel Tanzania is the market leader

 Tanzania
Tanzania with a 38% market share.[79]

Airtel Uganda stands as the No. 2

airtel
 Uganda operator with a market share of 38%.
Uganda [79]

Airtel Zambia is the market leader with

 Zambia airtel Zambia
69% market share.[citation needed]

Airtel operates in the Channel Islands

Channel Islands† :   Jersey Airtel- under the brand name Airtel–
 Guernsey Vodafone Vodafone through an agreement with
Vodafone.
 CONCLUSION

The analysis of the data obtained the market research has led to many interpretations on the
teleservices brands. In course of conducting marketing survey some value and useful information
was given by respondent.

Advertising in papers, hoardings and enquire consider to be ineffective avenue for securing
information about AIRTEL teleservices.

Users find AIRTEL as one which provides security for Users and reliable and feasible.

The overall conclusion of the study is the AIRTEL Teleservices offering better services which make
Users feel happy and comfortable.

BIBLIOGRAPHY
PHILIP KOTLER 2000/e - MARKETING MANAGEMENT

PHILIP KOTLE & GARY ARMSTRONG - PRINCIPLES OF MARKETING

G.C. BERI - MARKETING RESEARCH

www.google.com

www.airtel.com

www.indianbrands.com
THANK YOU