Professional Documents
Culture Documents
1.2 OBJECTIVES
To know the customer opinion about tariff rates of Airtel
To know the brand loyalty of Airtel
To know the influencing factors of Airtel
To know the market share of the Airtel
To know the sources of awareness for the customers
To identify the customers satisfaction level regarding the advertisement of Airtel.
To find out the right media for advertising of Airtel in the view of customers.
To know the impact of advertisement on customers and on sales
1
Internal sources:
Every company has to keep certain records such as accounts, records, reports, etc., these
records provide sample information which can organizations usually keeps collecting in its
working.
External sources:
When internal records are insufficient and required information is not available, the
organizations will have to depend on external sources. The external sources of data are:
Primary data:
Primary data are data gathered for a specific purpose or for a specific research report.
For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper data
collection the questionnaire is divided into 2 sections. Both the sections are meant for the
respondent only.
Secondary data:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history various
products manufacture by its etc.
2
SAMPLING:
It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group should be emanative cross
section and really representative in character. This selection process is called sampling.
SAMPLE SIZE:
Samples are devices for learning about large masses by observing a few individuals. The
selected sample is 25.
Sampling plan:
1. SAMPLING UNIT
2. SAMPLING PROCEDURE
The data collected from both the primary and secondary sources is tabulated and presented
in a systematic from prior to classification and interpretation.
METHOD OF SAMPLING
RANDOM SAMPLING METHOD
The method adopted here is random sampling method. A random sample is one where each
item in the universe has as equal chance of known opportunity of being selected.
FORMS OF QUESTIONS:
OPEN ENDED QUESTIONS:
They are descriptive in nature. Respondents are allowed to answer in their own words.
Such questions buying the actual opinion of the respondent regarding a product
MULTIPLE CHOICES:
RATING SCALE:
1.8 LIMITATIONS
1.
Time is the main limitation for the study, as project was restricted only for 1 and
half month.
2.
The methods used in this project are random sampling methods and results
obtained may not be accurately fully accurate and believable.
3.
The research has been centered to only hundred dealers of Twin Cities (Hyderabad
& Secundrabad), rather than innumerable dealers dealing with different products of
different brands across the globe.
4.
The analysis is purely based on closed ended questions and due their deliberate
manipulation, important information may be lost and even barriers of
communication would cause a limitation.
5.
The whole project research was confined to only Twin Cities (Hyderabad &
Secundrabad).
6.
The research was done with the help of employees of the organization for some of
the dealers and their barriers of communication or way to represent the topic would
differ and actual information would be lost.
7.
The dealers responded during the survey were possessing primary education and
their views would not be able to provide the required information.
2.1 INTRODUCTION
Bharti Telesoft, the telecom and e-commerce venture of Bharti Enterprises, India has
maintained a very close track on technology and new services to help its customers and
partners thrive on change. Bharti Telesoft is an Indian software company with a clear
distinction. As part of India's largest telecom group, it is uniquely able to harness rich domain
experience to the customer's benefit. Instead of being an IT company providing telecom
solutions, we pride ourselves in being just the opposite!
Bharti Telesoft is fast on the way to attaining a position of leadership in the IT world, through
its clear focus on telecom, backed by rich domain expertise. The company has one of the best
development facilities in the country, and has offices in India, United States and United
Kingdom.
"As we spread wings to expand our capabilities and explore new horizons, the fundamental
focus remains unchanged: seek out the best technology in the world and put it at the service
of our ultimate user: our customer."
Bharti Enterprises has been at the forefront of technology and has revolutionized
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 services outside India in Seychelles and
first private sector service provider to launch National Long Distance Services in
India. As of October 31, 2004, Bharti had approximately 9.83 million total
customers nearly 9.06 million mobile and 776,000 fixed line customers.
Its services sector businesses include mobile operations in Andhra Pradesh, Chennai,
Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya
Pradesh circle, Maharashtra circle, Mumbai, Punjab, Rajasthan, Tamil Nadu, Uttar
Pradesh (East) circle, Uttar Pradesh (West) circle and Jammu & Kashmir. In
7
addition, it also has fixed-line operations in the states of Madhya Pradesh and
Chhattisgarh, Haryana, Delhi, Karnataka and Tamil Nadu and nationwide broadband
and long distance networks.
Bharti has recently launched national long distance services by offering data
transmission services and voice transmission services for calls originating and
terminating on most of India's mobile networks.
The Company is also implementing a submarine cable project connecting ChennaiSingapore for providing international bandwidth.
Bharti Cellular Limited
Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai
(Metro), UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP
The company offers services under the brand name "AirTel".
Technology Partners:
AirTel has been immeasurably strengthened by its partnership with British
Telecom U.K. and Telecom Italia of Italy. AirTel services are in technical alliance
with Ericsson, has provided AirTel subscribers with a truly world class network.
Bharti Mobile Limited
Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab
under the brand name "Airtel".
Promoters:
Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.
Technology Partners:
AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the
telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti
Enterprises India.
The Bharti Enterprises, established in 1976, is today a multifaceted
8
organization and a leading group involved in the manufacturing and the services
sector. Its key focus is on the marketing and operations of a comprehensive range of
telecom services in addition to the Healthcare sector.
Launch of Services: Karnataka: AirTel launched its services in Karnataka on May
13, 2000. The services in Punjab started in February 2002.
AirTel is brought by Bharti Enterprises, India's leading telecom
conglomerate, through its company, Bharti Mobile Limited. Bharti Enterprises has
revolutionized Indian telecommunications with its world-class products and
services.
Pre-paid Card:
The pre-paid card "Magic" is a nationwide brand.
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.
Pre-paid Services:
The company operates its pre-paid service under the brand name "Magic".
Strategic Intent:
10
2.3.2 MISSION
We at Airtel always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise and go out
of our way to delight the customer with a little bit more
We will meet global standards for telecom services that delight customers
through:
Customer Service Focus
Empowered Employees
Cost Efficiency
Unified Messaging Solutions
Innovative products and services
Error- free service delivery
N. Kumar
Kurt Hellstorm
Donald Cameron
Paul OSullivan
Professor V.S. Raju
Pulak Chandan Prasad
Bashir Abdullah Currimjee
Gavin Darby
Syeda Imam
Ajay Lal
York Chye Chang
Paul Donovan
Arun Bharat Ram
Management Structure
The group has been structured to create functional and operational specialization with a linear
12
The organization structure is designed to ensure that identical businesses are run along
similar lines and best resources in any functional field, be tapped to serve the best interests of
the entire group.
The structure also defines the role of the Head of the units who are totally empowered to
manage their respective companies and are fully responsible for business operations to build
world-class organizations with a high degree of customer focus.
BOARD OF DIRECTORS
MR. SUNIL BHARTI MITTAL
MR. RAKESH BHARTI MITTAL
MR. RAJAN BHARTI MITTAL
13
Organisation Structure:
14
CORPORATE STRUCTURE
1. Group structure
15
Bharti Teletech, the manufacturing arm of Bharti Enterprises, with an installed capacity of 5
million telephone sets per annum, is India's leading manufacturer of high quality telephones.
Today Bharti Teletech is the major PTT supplier in South Asia. It has ISO 9002 accreditation
and also an OEM for Sprint Corporation and Siemens. Its range of products marketed under
the brand name Beetel constitutes a 30% market share in India thereby making it the market
leader in the domestic market.
Bharti Teletech has also found a growing market in Russia, Singapore, Sri Lanka, Romania,
Bahrain, Qatar, Jordan, Dubai, Yemen, Oman, Uganda, Nigeria, Tanzania, Seychelles,
Zimbabwe, South Africa and USA.
16
First off the block to launch fixed-line services in all the four circles of
Delhi, Haryana, Karnataka and Tamil Nadu.
Airtel Pre-paid
Airtel Post-paid
GPRS
Business Solutions
PRICE
Controlled by TRAI.
17
PROMOTIONAL ACCTIVITIES
Big celebrities like SRK and Sachin are roped in to endorse the product.
In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps
the most downloaded tune in India.
Provides innovations such as Bollywood movie premiers, music services such as ring
back tones & many more.
"Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan.
Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened.
It has managed to hold on to its leadership position inspite of the presence of other
players with deep pockets Ambanis, Tatas, Birlas and Vodafone.
18
19
AIRTEL was rated as the Strongest Brand in the Economic Times Brand Finance
Brand Power Rating 2009. It is the only Corporate Brand to be awarded the AAA
rating
Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for
Excellence in Public Administration, Academics and Management.
AIRTEL ranked second in the Economic Times-Brand Equity Most Trusted Brand
2009.
20
Bharti AIRTEL ranked Indias second most valuable company, by Business Today in
2009.
Bharti AIRTEL listed in Forbes Asias Fabulous 50 companies, 2009 on number sixth
position.
Bharti AIRTEL was recognized as the Service Provider of the Year and Wireless
Service Provider of the Year at the Frost & Sullivan Asia Pacific ICT Awards 2009.
Bharti AIRTEL bagged the Best Carrier India Award and the Ovum TelcoTransformation Award at the Telecom Asia Awards 2009.
Bharti AIRTEL was ranked sixth among the top 100 best performing technology
companies in the world, compiled by Business Week for the year 2009. The company
is placed ahead of global technology leaders like Apple (19), Microsoft (22) and
Google (37) in this exclusive list.
Sunil Mittal received the Madras Management Association (MMA) Business
Leadership Award for 2008-09 for revolutionising Indian telecom.
Bharti AIRTEL was selected as one of the top 10 winners of the IDC Enterprise
Innovation IT Awards 2009 across APAC region for its BSS Transformation Project.
Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany).
Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the
University of Leeds, UK.
Bharti AIRTEL received the Best Content Service Award for the AIRTEL-IFFCO
Farmer Information Dissemination Platform at the World Communications Awards in
London.
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Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009 at
the Telecoms World Awards Middle East. Telecoms World is one of the flagship annual
awards by Terrapin, one of the leading business media organizations for international
telecom carriers and service providers.
Bharti AIRTELs low cost computing device AIRTEL Net PC was recognized by
Hindustan Times as one of the Top 9 Best Tech Products of 2009.
Bharti AIRTEL has been ranked among six best performing technology companies in
the world by Business Week. Bharti AIRTEL was awarded the Most Preferred
Cellular Service Provider Award at the CNBC Awaaz Consumer Awards 2009.
Bharti AIRTEL has been awarded the NDTV Profit Business Leadership Award
2009 in the Telecom Sector. NDTV Profit Business Leadership Awards have been
instituted to award organizational excellence. The awards promise to acknowledge the
best, the brightest and the most dynamic of Indian organizations that have emerged
leaders in their respective verticals.
Bharti AIRTEL bagged top honours in the Voice & Data 100 Survey, winning five of
the Voice & Data Telecom Awards 2009. Bharti AIRTEL was named the Top
Telecom Services Provider of the Year 2009. Manoj Kohli, CEO and Joint MD of
bharti AIRTEL, was named the Voice & Data Telecom Person of the Year 2009. The
Awards also named bharti AIRTEL, the Top VSAT Player 2009, the Top NLD Player
2009 and Top Cellular Services Provider 2009.
Bharti AIRTEL has recently won multiple recognitions in the field of Information
Technology such as Spamhaus Group Whitehat Network Star, Security Strategist
Award (Technology Senate 2009), Intelligent Enterprise Award (Technology Senate
2009) & CIO hall of fame.
22
2008-09
Winner of the "Gallup Great Workplace Award"- Gallup Consulting, 2008.
"2nd Most Trusted Service Brand" - Annual Economic Times-Brand Equity, Most
Trusted Brands survey 2008.
'Best Content Service Award' for its Farmer Information Dissemination Platform for
bharti AIRTELs joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World
Communications Awards 2008.
Best Project Management' Award for its Gujarat e-GRAM project - World
Communications Awards 2008.
"Best Telecom Company" at the NDTV Profit Business Leadership Awards.
Best Carrier India for innovative products & services and efficient cost models and
the Ovum Telco-Transformation award recognizing philosophy and execution of a
successful outsourcing strategy at the Telecom Asia Awards 2008.
Sunil Bharti Mittal was awarded the GSM Association Chairmans Award 2008. The
highest honor in global telecom sector, recognized his tremendous contribution to the
development of India's telecom sector.
Sunil Bharti Mittal adjudged the Business Leader Transforming India, 2008" at the
NDTV Profit Business Leadership Awards.
23
Technology leadership is a must Airtel must ensure that its reliance on GSM
technology does not render it obsolete.
Indian market inspire of being the worlds largest is still not matured. Opportunities
abound in the hinterland which must be exploited.
Segmentation
Product Innovation
Quality Strategy
Competitive Toughness
Customer care
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BUSINESS STRENGTHS
Brand image
Brand equity
Production capacity
Corporate image
R & D performance
Managerial personal
Promotional effectiveness
Market share.
Customer care.
Promotions.
STRATEGY
Airtel partnered with leading players in telecommunication players across the globe.
It has managed to work with the best of domain specialists globally and emerge as a
world class entity.
BRAND POSITIONING
Became the 1st Indian company to win the Best Bottom Line IT & Best Knowledge
Management awards by defeating companies such as ONGC, Birla Corp., the Tatas
& Reliance at Asian level.
Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin.
25
the
five
major
players being
BhartiTele-Ventures
Limited
(Bharti), Bharat
RIM
provided
services
based
on Code
Division
Multiple
Access
cellular service market. (Refer Exhibit II). Hutch implemented the celebrity endorsement
strategy partially, relying primarily on its creative advertising for the promotion of its brand.
BSNL, on the other hand, attracted the consumer through its low cost schemes. Being a state
owned player, BSNL could cover rural areas, and this helped it increase its
Subscriber base Reliance was another player that cashed on its innovative promotional
strategies, which included celebrity endorsements and attractive talk time schemes. Idea
relied heavily on its creative media advertising sans celebrities.
27
process
of
selling
is
ensured
by
personal
selling
supposed
by advertising and sales promotion. Of these three methods personal selling occupies the
predominant role mainly because of the personal element involves. It may be described as a
personal source rendered to the community in connection with marketing of goods. It is a
marketing process with which consumers are personally persuaded to by goods and services
offered by a manufacturer. The most powerful element in the promotional mix is salesman
ship, is not something very new. Even centenaries ago salesman ship was practiced in Greece
and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use modern
technique of selling.
Features:
1.
It helps to establish a cordial and abiding relationship between the organization and its
customers.
2.
3.
It is a science, in the sense that One human mind influences another human mind.
4.
PROMOTIONAL STRATEGIES
Promotional Strategies includes all those functions which have to do with the
marketing of a product all other activities designed to increase and expand the market. But it
is clearly distinguished from advertising and personal selling, through basic aim or all the
three is one and the same viz., to increase the volume of sales.
Sales Promotion:
Contests, Games
Premiums
Sampling
Exhibits
Demonstrators
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Couponing
Rebates
Entertainment
Trade in allowances
Trade stamps
Sales promotion in a specific sense refers to those sales activities that supplement
both personal selling and advertising and co-ordination ate them and help to make them
effective, such as displays, shows and expositions, demonstrations and other non recurrent
selling efforts not in the ordinary routine.
In a general sense the sales promotion includes personal selling, advertising and
supplementary selling activities.
Evaluation of Promotional strategies:
Two decades ago, there was no agreement among the marketing people that there was
a separate sales promotion function. In those days, promotion was a share- run to gain a
short run good. The importance of sales promotion is modern marketing has increased
mainly an account of its ability in promoting sales and preparing the ground for future
expansion. The main objective of sales promotion is to attract the prospective buyer towards
the product.
ABOUT AIRTEL
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. 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 has many joint ventures with world leaders
like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure
find, Mauritius; International Finance Corporation, USA and New York Life International,
USA.
29
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 15 states covering all four
metros. It has over four million satisfied customers.
So come explore the making of the brand which touches the lives of 600 million people
across 16 states of India. From the meaning of our logo to downloadable goodies for your
computer, it's all here
3.4 BRAND&ADVERTISING:
For a brand to be successful, it must build enduring relationships with its different audiences.
Integral to this relationship is the visual image of the brand the consumer carries in his/her
mind. The Airtel brand image is created through the consistent application of a carefully
developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's
visual identity helps create instant brand recall and strengthens the relationships that its
audiences have with it.
The Airtel visual identity has different elements that work together to create a strong and
consistent identity for the brand. The most important of these are:
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always
ahead of the rest. It is a specially drawn word mark.
AIRTEL LOGO
The Airtel logo is a strong, contemporary and confident symbol for a brand that is
always ahead of the rest. It is a specially drawn word mark.
3.5 PUBLICITY
The publicity is derived as Any form of commercially significant news about a
product, and institution, a service, or a person published I a space or radio i.e. not paid for by
the sponsor. In short advertisement is paid form of publicity. It is to be noted here that
though the terms ADVERTISING AND Publicity or differences in the field of marketing,
both are used interchangeably.
The media are broadly classified into direct indirect. Direct method of advertising
refers to such methods used by the advertiser with which he could establish a direct contact
with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc.
31
Press Publicity:
This remains the most popular method of publicity to day. News papers and magazines
have become a part of cultural and political life of the people. Now press publicity takes two
forms.
(a)
News Papers
(b)
Magazines
News papers offer a lot of flexibility. According to the convenience and necessity of
the advertises the shape and size of advertisement could be changed.
Advertising in news papers is a cheap method of advertising from the company point
of view.
General advertisement
Teaser advertisement
(B)
Magazines:
Another media under press publicity is magazines, and journals. They also offer good
facility because magazines are read leisurely when the reader mentally prepared to receive the
advertisement.
Magazines are periodicals (periodicals of publication is regular) but different from news
papers in two respects. One is that it pre-selects, its readership through the nature its content:
as mentioned above they are read leisurely magazines, as a group may be subdivided from the
point of view of advertisers as follows :
Advertisement boards:
These advertisement or posters but are kept at certain fixed places especially at points.
Where people frequently assemble bus stages, railway stations etc., offer good places for this
kind of advertising.
Vehicular Advertising:
This refers to moving advertisements. These advertisement on moving vehicle such as
buses and railway trains offer examples of this. This type of advertising has such a very large
circulation and is considered to be very effective.
33
Mobile Division
Overview
Bharti Tele-Ventures vision for its mobile business is To make mobile communications a
way of life and be the customers first choice.
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. The Companys strategic
objective is to consolidate its leadership position amongst the mobile service providers in
India.
The Indian mobile market, according to the COAI, has increased from approximately 1.2
million subscribers as of March 31, 1999 to approximately 34.77 million subscribers as of
October 31, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 3.4% as of
October 31, 2004, is significantly lower than the average mobile penetration rate in other
Asian and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the next
four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.
Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
grow rapidly as a result of the following factors:
Lower tariffs and handset prices over time;
Growth in pre-paid customer category;
Greater economic growth and continued development of India's economy;
Higher quality mobile networks and services; and
Greater variety and usage of value added services.
34
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all
the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of October 31, 2004, approximately 96% of India's total mobile subscriber market resided
in the Company's nineteen mobile circles, which collectively covered only 56% of India's
land mass.
Bharti Healthcare
The corporate ethos of providing the best to our customers carries extra relevance when it
comes to healthcare products. One sector where quality implies the saving of lives and the
promotion of healthy living. Offering quality support to the pharmaceutical industry, Bharti
Healthcare has been engaged in the manufacture of empty hard Gelatine capsules since 1982.
35
FACTORS
NO.OF RESPONDENTS
PERCENTAGE
EMPLOYEES
15
30%
BUSINESS PERSONNEL
26
52%
PROFESSION
6%
STUDENTS
12%
50
100%
TOTAL
36
Interpretation: According to my survey, it can be seen from the above table that
indicates Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%) and Students
FACTORS
NO.OF RESPONDENTS
PERCENTAGE
FRIENDS
11
22%
ADVERTISEMENTS
10
20%
GOODWILL/FAME
14
28%
PERSONAL CHOICE
15
30%
TOTAL
purchase AIRTEL.
50
100%
6
(12%),
prefer
to
37
38
ATTRIBUTES
Data
NO.OF
RESPONDENTS
PERCENTAGE
VERY GOOD
10%
GOOD
20
40%
Source:
AVERAGE
19
38%
Primary
SATISFACTORY
12%
using
50
100%
TOTAL
Questionnaire.
Graph 3: PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF
SATISFACTION OF CONSUMERS IN VIEW OF PRICE
Interpretation: The following table indicates the level of satisfaction of consumers towards
the purchase of AIRTEL.
39
No. of Respondents
10
21
16
3
100
Percentage
20%
42%
32%
6%
100%
S.NO
Options
1.
Airtel
2.
BSNL
3.
VODAFONE
4.
IDEA
Total
Source: Primary Data using Questionnaire.
No. of respondents
30
20
15
10
75
Percentage
40
27
21
12
100
Interpretation:
From the above table it observe red that 40% of respondents are welcomed with the
Airtel subscription.
27% of respondents prefer the BSNL.
21% of the respondents are preferred to VODAFONE.
12% of respondents are preferred to IDEA.
OPTIONS
NO.OF RESPONDENTSPERCENTAGE
41
1.
2.
3
4
Quality
Brand name
Tariff
Others
Total
26
24
16
9
35
32
21
12
75
100
35
Airtel
32
21
12
Quality
Brand name
Tarief
Others
Interpretation:
From the above table we can observe that 35% of respondents select the brand for quality.
32% of them prefer due to brand name.
21% of them due tariff plans.
12% of them select due to package, schemes etc.
Options
Yes
No. of respondents
51
42
Percentage
68
No
Total
Source: Primary Data using Questionnaire.
24
75
32
100
Interpretation:
From the above table we can observe that 68% of respondents are ready to buy the Airtel
sims.
32% of respondents are saying to buy the Airtel.
8. What are the Influencing factors for purchasing Airtel Sim Cards?
Table 4.8: Influencing factors for purchasing Airtel Sim Cards:
Sl.no
Options
No. of respondents
43
Percentage
1
2
3
4
Advertisement
Dealers
Friends
Family
Total
Source: Primary Data using Questionnaire.
22
28
15
10
75
29
38
20
13
100
Graph 8
40
35
30
25
20
15
10
5
0
29
20
Fa
m
ily
nd
s
Fr
ie
D
ea
le
rs
Ad
ve
rti
s
em
en
t
13
Interpretation:
From the above table it refers that 38% of respondents are influenced through the
Dealers.
29% of respondents are influenced through the Advertisement
20% of respondents are influenced through the Friends
13% of respondents are influenced through Family.
Options
No. of respondents
10
35
20
10
percentage
13
28
26
13
Total
Source: Primary Data using Questionnaire.
75
100
Graph 9:
Interpretation:
From the above table determines that 28% of respondents
Are somewhat influenced.
26% of respondents were not influenced.
13% of respondents were Very much influenced.
13% of respondents were Not at all influenced.
Most of the respondents are somewhat influenced to buy by Advertisement effect.
Options
Very much satisfied
Some what satisfied
Not satisfied
Not at all
No. of respondents
10
35
20
10
45
percentage
13
28
26
13
Total
75
Source: Data collected through Primary Data using Questionnaire.
100
Graph 10:
Interpretation:
From the above table we can observer that 28%of respondents are Some what satisfied
with Advertisement.
26% of them are not satisfied with Advertisement
13% of respondents are very much satisfied.
13%of them are not at all satisfied.
Most of the customers are some extent satisfied with Advertisement.
Options
1.
Electronic media
2.
Print media
3
Magazines
4.
Hoardings
Total
Source: Primary Data using Questionnaire.
No. of respondents
30
10
10
25
75
46
percentage
40
13
13
34
100
Graph 11:
40
40
34
30
20
13
13
10
0
Electronic
media
Print media
Magazines
Hoardings
Interpretation:
From the above table it found that 40% of respondents are opined the Electronic media
for Advertising of telecom companies.
34% of respondents they go for Hoardings.
13% of respondents prefer Print media.
13% of respondents prefer the magazines.
At most of the respondents are preferred to Electronic media.
Options
1.
2.
Yes
No
Total
Source: Primary Data using Questionnaire.
No. of respondents
54
21
75
47
Percentage
68
32
100
Interpretation:
From the above table illustrates the preference of the customers for Outdoor
Advertising of Airtel.
68% of respondents answered YES.
Whereas 32% said NO for out door Media.
It shows us that most of the customers prefer the Outdoor Media.
Options
1.
No. of respondents
Very much
2.
3.
4.
Some what
Not Sufficient
Not At all
Total
Source: Primary Data using Questionnaire.
48
Percentage
28
37
22
14
11
75
29
19
15
100
Graph 13:
Interpretation:
From the above table it informs that 37% of respondents feel that is very much
Sufficient to do Advertise through Outdoor Media.
29% of respondents are feel it is Some what Sufficient.
19% of respondents feel that is not sufficient.
15% of respondents feel it is Not at all sufficient for Outdoor media.
Most of the respondents are agreed with the Outdoor Media.
Opinion
Very much
Some what
Not influence
No. of respondents
32
21
12
49
Percentage
43
28
16
4.
Not at all
Total
Source: Primary Data using Questionnaire.
10
75
13
100
Graph 14:
Interpretation:
From the above table it is observed that 43% of respondents are very much
influenced through outdoor media.
28% of respondents are somewhat influenced.
16% of respondents are not influenced.
13% of respondents are feeling not at all influenced by Outdoor media.
15) According to you which is the best Advertise form from the following one?
TABLE 15: LOCATION OF AIRTEL COMPANY ADVERTISEMENT
50
Sl.no
1.
2.
3.
4.
Options
Hoardings
Advt on walls
Advt on Buses
Others
Total
Source: Primary Data using Questionnaire.
No. of respondents
38
21
12
04
75
Percentage
51
28
15
06
100
GRAPH 15:
Location of Airtel
Advertisement
60
50
51
40
28
30
15
20
10
0
Hoardings Adv on wallsAdv on Buses
Others
Interpretation:
From the above table 51% of respondents saw the Advertisement of Airtel telecom on
Hoardings.
28% of respondents are seen on Walls.
15% of respondents are saw ion the Buses.
06% of respondents are saying they saw Advertisement on others like Magazines,
Flex-boards.
Most of the respondents are going through the advertisement of Airtel by hoardings
FINDINGS
The company is advertisement is not fair and is not reaching to all people.
The advertisement is difficult to understand.
51
AIRTEL is not concentrating on the promotional activities for the customers and for
the retailers.
AIRTEL is not giving gifts for the customers.
The company is not concentrating on other types of advertising media.
The package design is not communicative and eye catching, so package design and
color have to blend harmoniously to make the package communication effective.
Network is not reaching to rural villages.
Talk time is very less in Prepaid Cards.
The company is not conducting road shows so as to get awareness in the public about
the product and services.
Improve the marketing personnel and they should give full knowledge to the
customers and retailers.
AIRTEL must improve their personnel selling direct contacting customers to give
awareness of their products.
CONCLUSIONS
Reduce the Tariff rates to increase the market share.
52
AIRTEL is not concentrating on the promotional activities for the customers and for
the retailers.
Improve the marketing personnel and they should give full knowledge to the
customers and retailers.
AIRTEL is not giving gifts for the customers.
RECOMMENDATIONS
53
An attempt has been made to suggest to the Airtel a few measures. These Recommendations
have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than TV,
advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and take their
valuable suggestions.
3)
The package design should be communicative and eye catching, so package design
and color have to blend harmoniously to make the package communication effective.
4) Innovative efforts must be launched to improve the position through better marketing
strategies.
5) Increase the print media advertisements
6) Always perform the price discount sales
QUESTIONNAIRE
A). Name:
B). Occupation:
54
Employee
Business
Profession
4000-8000
More than 12000
No
Employee
Business
Profession
Student
Friends
Goodwill
Advertisement
Personal choice
Very good
Average
Good
Satisfaction
Very good
Good
Average
Not Satisfied
5) Which of the connection that you most prefer by advertisements?
Airtel
Vodafone
Bsnl
Idea
Quality
Brand name
Tariff
Other
A) Yes
B) No
8) What are the Influencing factors for purchasing Airtel Sim Cards?
A) Advertisement
B) Dealer
55
Student
C) Friends
D) Family
B) some what
C) Not influenced
D) Not at all
B) some what
C) Not satisfied
D) Not at all
B) print media
D) hoardings
B) no
B) some what
D) Not at all
B) Some what
C) Not influence
D) Not at all
15) According to you which is the best Advertise form from the following one?
A) Hoardings
B) Advt on walls
C) Advt on buses
D) Others
BIBLIOGRAPHY
56
BOOKS
1) Phillip Kotler & Kevin Lane keeler, Marketing Management 12th Edition
(New Delhi: Prentice hall of India, 2007).
2) Paul E.Green Donald S Tull and Gerald Albaum, Research for Marketing Decisions
5th Edition (New Delhi: Prentice hall of India, 2005).
3) G.c.barri, Marketing Research Tata McGraw 4th Edition reprint 2002.
4) R.S.N.Pillai, Modern Management 8th Edition 2008,
NEWSPAPERS
The Hindu
The Economic Times
Deccan Chronicle
The Times of India
WEB SITES
www.bharati.com
www.airtel.in
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