A REPORT ON

SALES PROMOTION ACTIVITY AND

UNDERSTANDING CONSUMER BEHAVIUOR

BY
VUNNAM HARISH
18BSP4207
MANAGEMENT TRAINEE AT THE BHARTI AIRTEL
AT
BANGALORE

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 A REPORT ON
SALES PROMOTION AVTIVITY AND UNDERSTANDING
CONSUMER BEHAVIOUR

BY
VUNNAM HARISH
18BSP4207

A REPORT SUBMITTED IN PARTIAL FULLFILLMENT OF THE

REQUIREMENTS OF THE PGPM PROGRAM OF IBS BATCH OF 2018-2020.

SUBMITTED UNDER THE GUIDANCE OF

Mr. RAGHUL PROF. VISHWANATHAIAH

(Company Guide) (Faculty Guide)
Corporate Director of sales, Professor
At at
Bharti Airtel Ltd. IBS Bangalore

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 AUTHORISATION

I hereby declare that this report titles – “SALES PROMOTION ACTIVITY AND
UNDERSTANDING CONSUMER BEHAVIOUR”. Was a record of independent
work carried out by me as a part of summer Internship project for the PGPM program of IBS
Business School, Bangalore under ICFAI University, for the period starting from February 19th,
2019 to May 23th 2019.

The above project was performed under the guidance of Professor Viswanathaiah (Faculty
Guide) & Mr. Rahul (Company Guide).

I hereby declare that the information given in the above project was true to my knowledge and
that I have not submitted this report to any other university for the award of any degree or
diploma.

Vunnam Harish
18BSP4207
Date :

Viswanathaiah Rahul
Faculty guide signature Company Guide signature

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 DECLARATION

I, VUNNAM HARISH bearing Enrolment no- 18BSP4207, hereby declare that this
project work titled “SALES PROMOTION ACTIVITY AND UNDERSTANDING
CONSUMER BEHAVIOUR.” Is my original work.

I further declare that this report is based on the information collected by me and has
not been submitted to any other university or academic body.

VUNNAM HARISH
18BSP4207
DATE :

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 ACKNOWLEDGEMENT

I wish to extend my heart filled thanks to MR. RAGHUL (Company Guide),

TERRITORY SALES MANAGER, Bharti Airtel Ltd in Bangalore, for his
encouragement and constant support over the course of my project.

Special thanks to MR. SHIVA KUMAR, MR. SATHISH KUMAR AND MR.
RAGHUL for their guidance and support throughout my Internship.

I wish to extend my profound gratitude to PROF. VISWANATHAIAH

(Faculty Guide) IBS BANGALORE for his guidance and valuable suggestions
throughout my Internship. I wish to convey my sincere thanks to all my faculty
members of IBS BANGALORE for their constant encouragement.

I express my sincere thanks to MR.RAGAVENDRA, Zonal Sales Manager of

the Bharti Airtel for assisting me with an opportunity to do my internship with
this esteemed organization.

Lastly, I would like to be grateful to my COLLEAGUES and team members in

the office who have contributed to my work over the course of the Project. I
acknowledge their efforts in making me understand the applications of
theoretical knowledge to practical work life.

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EXECUTIVE SUMMARY

Enrolment
Name : VUNNAM HARISH 18BSP4207
no:
Vunnamharish000@gmail.com
Mobile No. 9492196961 E-mail Id :
Divyashree towers, 55
Name of the Bharti Airtel Limited Address: Banarghatta main road,
organization:
Bengaluru, Karnataka 560029
Business development with help
Concept: Industry Telecom Industry
of Pre-sales research.
type:

TITLE OF THE PROJECT: “SALES PROMOTION ACTIVITY AND

UNDERSTANDING CONSUMER BEHAVIOUR”

OBJECTIVE:
1. Assisting sales team by providing them with information, that are required for pre
sales research.
2. Understanding how the data collected by me will help the sales at bharti airtel limited.
3. Understanding how Pre-sales research works.

METHODOLOGY:
1. Research work.
Research Methodology is specific procedure or technique used to identify, select,
process and analysis the topic. I have used research in my projects and process of
research methodology:-
 Problem recognition.
 Problem definition.
 Research objectives.
 Research hypothesis.
 Research Design.
 Sampling plan.
 Instrument development and pilot testing.
 Data collection and analysis tools.

2. Formal written and verbal communication:-

 Formal written communication is through mail approach and verbal is through
cold calls getting in touch with customers or clients.
3. Collection of Primary information.
Data is not available, we need to search for it. We get the required information through
field work.
4. Collection of secondary information from various sources.

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 For my project I am in need of some data which are available online. Therefore I have
extracted the required information

WORK DONE AND CONTRIBUTION:

1. Selling broad band, and understanding consumer behaviour.
Throughout my Sip I made few marketing strategies for bharti airtel limited.
2. Competitive analysis.
3. Created awareness about the Customer loyalty program.
Informed the existing customers regarding the advantages of airtel.

LEARNING OUTCOMES

KNOWLEDGE:
1. Understanding consumer buying behaviour.
2. Documentation and recording.
3. I have faced the actual challenges in customer callings.
4. Various challenges during my sip makes me more confident and give me the feel of
real marketer.

SKILLS:
1. Interpersonal communication.
3. Creativity
5. Market research and Email marketing
7. Time management and meeting deadlines
2. Analysis of data available.
4. Report making
6. Formal presentations
8. Generating curiosity and interest in the
potential customers

ATTITUDE:
It has taught me the concepts of business ethics, professionalism, and confidence, and self-
motivation, discipline, thoughtful and hardworking. This will help me to sustain and excel in
any organization within a short period of tim

Objective of Internship:
Increasing the sales of airtel broadband, prepaid and postpaid and
DTH connections to customer.

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Airtel has many products in market but during my sip I have dealt
mostly with broadband, DTH, postpaid connections.
Availability of products means; a business should confirm that their
products are available to ultimate consumer in the area its operating.
Customer proximity is a company commitment to being highly
connected to the customer and their experience. Both their
experiences with your product and service, but more importantly,
their experiences everyday as they go about their business when they
are not dealing with your company.
So, objective of SIP is to increase availability and proximity of airtel
products through different campaign and event activities.

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 INTRODUCTION TO COMPANY

Bharti Airtel Limited is a leading global telecommunications company

with operations in 16 countries across Asia and Africa. Headquartered
in New Delhi, India, the company ranks amongst the top 3 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 home broadband,
DTH, enterprise services including national & international long
distance services to carriers.
In the rest of the geographies, it offers 2G, 3G, 4G wireless services
and mobile commerce. Bharti Airtel had over 413 million customers
across its operations at the end of March 2018.

It has wide spread simple and effective channel structure. Company

uses 2-Tier & 3-tier distribution network system.

Under 2-tier distribution network, company appoints UD (urban

distributors) & RS (Rural Suppliers). UD distribute the items to retailers
according to the demand & transfer easy balance to retailer through
FOS (Field officer Sales) SIM who work under UD’s.

Under 3-tier distribution RS (rural supers) distributes the items to RD

(Rural Distributors) & transfer easy balance into RD’s SIM, who then
distribute it to Retailers.

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In case of broadband, airtel has its business partner who deliver the
products to its final consumer, but other telecom like jio ,its doesn’t
have the concept of business partner it directly sells its product to
final consumer.
In the highly competitive telecom market where each company is
trying hard to retain their customers & increase ARPU (Average
return per user), Airtel is facing stiff competition from small & local
players like Hathway, Spectra net, ACT are present in few circles. Also
players like jio who are fighting head on to emerge as a market
leader possess a serious threat to the company.

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 SWOT of airtel
As I am working on broadband in airtel, I have mentioned the strength
related to broadband product of airtel
Strength:
 Underground cabling which prevent the breakdown time.
 Brand image of airtel.
 High speed internet (1:1 Speed).
 Large Customer base.
 24/7 customer service
 Attractive plans.

Weakness:
 Price of plans are higher compared to other competitors in the
market.
 Delay in installation.

Opportunities:
 Developing areas in Bangalore city.

Threats:
 New entrant (Jio)
 Existing competitor in market (Hathway, Spectra net, ACT,).

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 INTERNSHIP WORK

Internship started on 19th Feb 2019 first two days there was an
induction program, in induction program I understood different
products of Bharti airtel ltd, and along with induction program,
training sessions was also conducted.
In training sessions, we understood how to pitch customer, how to
deal with customer, we also performed Role-play. Most important
part of pitching any customer is probing, its means asking question
to customer to get possible information about customer needs and
requirement.
Role in SIP, I am working as Relationship Manager, who will focus on
maintaining a good relation with customer as well as with RWAs
(Residential welfare association), and Handling the FSC who actually
meet the final consumer of airtel.
In the first week of SIP I had meetings with RWA’s Manger, President
to carry out different promotional activities like,Umbrella event,
Kiosk, Leaflets, Mail in apartment. Along with meetings I also focus
on selling activity. Selling activity details are mention below in the
form of Table, with , A and B leads.

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AIRTEL BROADBAND PLANS FOR NEW CUSTOMERS

Funnel Analysis

On the basis of leads that we generate in selling process, we can do

Funnel analysis of the leads i.e. Cold, warm, hot.

As we are considering the sales, so sales funnel analysis is important

for us. A sales funnel is the marketing model which illustrates the
theoretical customer journey towards the purchase of the product or
service. You start with a lot of potential customers who may have
heard of your product or service. A smaller part of that group may
want to learn more, and a smaller part of that group may actually
contact you.

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As the process goes on, we will be talking to very few people who are
more interested, until we end up making them to become customers
and close the sale.

AIDA: Awareness, Interest, Decision, and Action. These four stages

represent your prospective customer’s mindset.

Awareness

This is the moment at which you first catch a consumer’s attention. It

might be pitching, distributing brochures to the customer. Your
prospect becomes aware of your business and what you offer.

When the chemistry is just right, consumers sometimes buy

immediately. It’s a right-place, right-time scenario. The consumer has
already done research and knows that you’re offering something
desirable and at a reasonable price.

Interest

When consumers reach the interest stage in the sales funnel, they’re
doing research, comparison shopping, and thinking over their
options. This is the time to swoop in with incredible content that
helps them, but doesn’t sell to them.

If you’re pushing your product or service from the beginning, you’ll

turn off prospects and chase them away. The goal here is to establish
your expertise, help the consumer make an informed decision, and
offer to help them in any way you can.

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Decision

The decision stage of the sales funnel is when the customer is ready
to buy. He or she might be considering two or three options —
hopefully, including you.

This is the time to make your best offer. It could be free installation
when most of your competition charges, a discount code, or a bonus
product. Whatever the case, make it so irresistible that your lead
can’t wait to take advantage of it.

Action

At the very bottom of the sales funnel, the customer acts. He or she
purchases your product or service and becomes part of your
business’s ecosystem.

Just because a consumer reaches the bottom of the funnel, however,

doesn’t mean your work is done. Action is for the consumer and the
marketer. You have to do your best to turn one purchase into 10, 10
into 100, and so on.

In other words, you’re focusing on customer retention. Express

gratitude for the purchase, invite your customer to reach out with
feedback, and make yourself available for tech support.

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