A Study on Advertising Activities of Bharti Airtel, Hyderabad.

Internal Mentor: Ajay Mehta. Presented By: Madhu Babu Bhogadi

Objectives of the study

To know the advertising Effectiveness of Airtel Cellular service. To find out the awareness level of customers about Airtel promotional activities. To know the influencing factors of Airtel.

Bharti Airtel
Initially as Bharti Tele-Ventures in 1995. Later changed to Bharti Airtel limited in 2006. Bharti Airtel has nearly 271.8 million total customers (183.61 million in India) Broadband & telephone services in 20 countries . Bharti Airtel third largest player in the world. The company also has its presence in all 23 circles of India. Headed by Mr. Sunil Bharti Mittal

Introduction
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand.

Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail, or new media such as websites and text messages.
The main objecties to be considered for an effective advertising are Target audience Product concept Communication media Advertising message

Brand Slogans
AISI AZADI AUR KAHAN, this campaign was launched mainly for the prepaid subscribers. SIGNATURE TUNE, this tune used for Brand Recall ability. Dil Jo Chahe Paas Laaye, this initiative was taken to target the corporate and post-paid subscribers with its new communication. Har Ek Friend Zaroori Hota Hai, modified to focus on the youth and targeting itself as The friendship brand.

Jo Mera Hai Who Tera Hai, which complemented the earlier ad, focusing on friendship.

Brand Taglines
Power to keep in touch

Touch Tomorrow

Live Every Moment

Express Yourself

Brand Ambassadors
2002 2003

2009

2008

2006

Competitors

BSNL Vodafone Idea Tata Reliance Docomo Aircel Uninor MTNL

Porters 5 Forces
Customer Bargaining Power

Threat of New Entrants

Threat from Competition

Threat of Substitutes

Supplier Bargaining Power

1. Threat from Competitors

HIGH

BSNL, Vodafone, MTNL, Idea, Aircel, Uninor, Docomo, and Reliance. Vodafone the main competitor with a 153 million subscribers.

2. Customer

Bargaining power

HIGH

Attractive Schemes for new connection. Availability of all operators everywhere. Similar services. Low Switching Costs.

3. Suppliers Bargaining power

Long term contracts. Depend on few telecom operators. Presence of many companies. Low software cost due to competition.

LOW

4. Threat from Substitutes

Diminishing market for Landline and CDMA.

HIGH

Increase in broadband market.

Increase in DTH market.

5. Threat of New Entrants

Huge License Fees to be paid upfront & High gestation period.

LOW

Low Spectrum Availability & Regulatory Issues.

Infrastructure Setup Cost High. Rapidly changing technology

Findings & Learning's

55% of respondents come to know about airtel through advertisements, followed by 34% through friends and 11% through other sources, like parents, colleagues and relatives. 46% of respondents are interested in nokia+airtel, 22% like Airtel broadband services, 21% preferred airtel magic and 9% preferred postpaid services. 63% of respondents mostly like audio visual in Airtel advertisements followed 19% like print media and 13% like audio. 16% of respondents like more talk time and 11% like more validity.73% of respondents like both.

46% of the respondents are forced to use schemes provided by airtel, 29% are more attracted by airtel advertisements to use airtel,20% of the people believe that airtel good will,10% like to use because of connectivity.

 First choice of cellular service is airtel that is 40%,15% of people choice Vodafone, 6% use idea, 2% use aircel, 8% use reliance, 3% use tataindicom, 13% use docomo, 10% use bsnl, 1% use uninor and 2% like to use mts. 37% of the people say that advertisements are better than their previous cellular service, 19% says connectivity good in airtel than previous one and 44% of people says schemes are more in airtel. 49% of respondents are like advertisement through television in telecom service, 27% of the people like newspapers adds, 11% like magazines, 8% like wall printings and 5% like radio. Airtel is most concerned about customers, followed by Vodafone, Idea, BSNL, Reliance, Docomo, Tata Indicom, Uninor, Aircel and MTS.

Recommendations
AIRTEL is successful in grabbing the highest market share in India, but there are still some recommendations from my study point of view is that AIRTEL have to increase their advertisements through print media. AIRTEL not providing more talk time and more validity recharge options. I recommend that they have to provide that type of recharge options. People are showing more interest to buy nokia+airtel combination. I suggest that Airtel have to concentrate on this combination. The company is not concentrating on other types of advertising media. Network should be expanding to rural villages. The company should conduct road shows so as to get awareness in the public about the product and services.

 First of all company should provide all its dealers and retailers all sort of promotion equipment such as glow sign board, banner, palm-plates etc. in time so that they increase their sales which is benefited both retailer as well as company. Number of hoarding should be increased. To increase the consumer as on network, company should make change in its FRC plan for example the talk value should be divided in two parts. 50% of talk value should provide at the time of activation and rest T.T. provide after gap of some days. Company should give extra return and other bonus, gifts to its retailers so they put their full efforts to increase the Airtel sales.

Company should motivate its sales staff so they will pay more concentration in sales and activation of new connections.

Thank you