A MINOR PROJECT REPORT

ON
AIRTEL

SUBMITTED BY
MANAV SAHU
18BBA040

SCHOOL OF MANAGEMENT
THE NORTHCAP UNIVERSITY
GURGAON
AUGUST,2019

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ACKNOWLEDGEMENT

With an Overwhelming sense of gratitude, I acknowledge

that the valuable guidance and consistent encouragement
extended to me by our knowledgeable faculty members with
whose guidance, I’m able to accomplish this endeavor. Their
technical acumen and years of experience has provided me
with crucial inputs at a critical stage.

I am specially thankful and grateful to my project guide Mrs.

who motivated and helpful me in completing my project.

MANAV

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 CERTIFICATE

This is to certify that MANAV SAHU, a student of

BACHELOR OF BUSINESS ADMINISTRATION, in THE
NORTHCAP UNVERSITY has worked under my supervision
and guidance on AIRTEL.

I wish him all the best wishes in his entire future Endeavour.

MRS.

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 INDEX

S. CONTENTS Page TEACHER’S

NO. SIGN.
no.
1 ACKNOWLEDGEMENT 2

2 CERTIFICATE 3

3 EXECUTIVE SUMMARY 5

4 COMPANY PROFILE 7
 INTRODUCTION 8
 HISTORY 9
 VISION, MISSION 12
 OBJECTIVES 14
 COMPANY PRODUCTS 16
 COMPANY POLICY 24
 COMPANY CULTURE 28
5 LITERATURE RIVIEW 29
 ETHICS AND CHARACTER ETHICS 30
 IMPORTANCE 32
 CHARACTER ETHICS IN AIRTEL 33
 RESEARCH 1 AND 2 35

6 CASE STUDY 38

7 SWOT ANALYSIS 41

8 RESEARCH METHODOLOGY 42

9 CONCLUSION 45

10 BIBLIOGRAPHY 46

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 EXECUTIVE SUMMARY
India, like many other countries of the world, have adopted a gradual
approach to telecom sector reform through selective privatization and
managed competition in different segments of the telecom market.
The Indian telecommunications industry is one of the fastest growing
in the world and India is projected to become the second largest
telecom market globally. Airtel in India is a part of Bharti Airtel and
commenced operations in 1986. In one of the biggest brand transition
exercises in recent times. This has had a considerable impact on the
users as well as the service providers like Vodafone, Reliance, Idea
and Tata Teleservices. The project work was undertaken to evaluate
the Character ethics of Airtel in India. The data for the thesis was
collected using secondary data. Secondary data regarding growth of
Indian Telecom Industry, Ethics in business, Airtel and its strategies
in India and other related facts was collected from the many websites
and Newspapers.

This project also contains Case Studies and Researches relevant

according to the given topic. Case Studies and Researches are a better
way to describe a project in brief and it contains various authors
writing, different thoughts reveal the different uses and different
aspects about Bharti Airtel. After this, in the end, there is Research
Methodology and conclusion of the concerned the topic.

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Airtel is a name that connects India with millions of people all over
the world with millions of people in India. Today, this telecom giant
is amongst the most trusted telecommunication brands in the world.
The company’s modest journey from a regional operator limited to
the city of Delhi to second largest mobile operator in the Asia Pacific
region is nothing short of inspiring.

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7
The company went through some amazing strategic planning. The goal was
always larger than life. Sunil Bharti Mittal rebranded all of his mobile telecom
ventures under a single brand named Airtel in 2003. The company has grown to
be India’s largest mobile operator, with consistent hard work and everyday
innovation.

Airtel had always adopted various cutting edge strategies to be one step ahead
of competition. From acquiring regional operators in its early years, rebranding
entire operations under one umbrella to outsourcing activities to various
corporations, Airtel always set standards in the industry.

They are the only company who has every part of its operation excepts
marketing, sales and finance and building the 'minutes factory' model of low
cost and high volumes, outsourced. Their equipment partner is Ericsson, and
Nokia and IT support is provided by IBM.

Airtel built a smart “Minutes Factory” model aiming at low cost and high
volume output. By outsourcing daily operations and retaining core functions
like finance, sales, marketing and management, the brand built sustainable
business model that worked wonders over a period of time for the company.

The CEO of the company right now is Gopal Vittal,and the Chairman and
Managing Director is Sunil Mittal, the man himself.

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 HISTORY
In 1984, Sunil Mittal started assembling push-button phones in India,
which he earlier used to import from a Taiwan company, Kingtel,
replacing the old fashioned, bulky rotary phones that were in use in
the country then. Bharti Telecom Limited (BTL) was incorporated
and entered into a technical tie up with Siemens AG of Germany for
manufacture of electronic push button phones. By the early 1990s,
Bharti was making fax machines, cordless phones and other telecom
gear. He named his first push-button phones as 'Mitbrau'.
In 1992, he successfully bid for one of the four mobile phone network
licences auctioned in India. One of the conditions for the Delhi
cellular license was that the bidder have some experience as a telecom
operator. So, Mittal clinched a deal with the French telecom
group Vivendi. He was one of the first Indian entrepreneurs to
identify the mobile telecom business as a major growth area. His
plans were finally approved by the Government in 1994 and he
launched services in Delhi in 1995, when Bharti Cellular Limited
(BCL) was formed to offer cellular services under the brand name
AirTel. Within a few years Bharti became the first telecom company
to cross the 2-million mobile subscriber mark. Bharti also brought
down the STD/ISD cellular rates in India under brand name
'Indiaone'.
In 1999, Bharti Enterprises acquired control of JT Holdings, and
extended cellular operations to Karnataka and Andhra Pradesh. In
2000, Bharti acquired control of Skycell Communications, in
Chennai. In 2001, the company acquired control of Spice Cell
in Calcutta. Bharti Enterprises went public in 2002, and the company
was listed on Bombay Stock Exchange and National Stock Exchange
of India. In 2003, the cellular phone operations were re-branded under

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the single Airtel brand. In 2004, Bharti acquired control of
Hexacom and entered Rajasthan. In 2005, Bharti extended its network
to Andaman and Nicobar. This expansion allowed it to offer voice
services all across India.
Airtel launched "Hello Tunes", a Caller ring back tone service
(CRBT), in July 2004 becoming to the first operator in India to do so.
The Airtel theme song, composed by A.R. Rahman, was the most
popular tune on that year.

In May 2008, it emerged that Airtel was exploring the possibility of

buying the MTN Group, a South Africa-based telecommunications
company with coverage in 21 countries in Africa and the Middle
East. The Financial Times reported that Bharti was considering
offering US$45 billion for a 100% stake in MTN, which would be the
largest overseas acquisition ever by an Indian firm. However, both
sides emphasise the tentative nature of the talks, while The
Economist magazine noted, "If anything, Bharti would be marrying
up," as MTN has more subscribers, higher revenues and broader
geographic coverage. However, the talks fell apart as MTN Group
tried to reverse the negotiations by making Bharti almost a subsidiary
of the new company. In May 2009, Bharti Airtel again confirmed that
it was in talks with MTN and the companies agreed to discuss the
potential transaction exclusively by 31 July 2009. Talks eventually
ended without agreement, some sources stating that this was due to
opposition from the South African government.
In 2009, Bharti negotiated for its strategic partner Alcatel-Lucent to
manage the network infrastructure for the fixed line business. Later,
Bharti Airtel awarded the three-year contract to Alcatel-Lucent for
setting up an Internet Protocol access network across the country.
This would help consumers access internet at faster speed and high
quality internet browsing on mobile handsets.

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In 2009, Airtel launched its first international mobile network in
Sri Lanka. In June 2010, Bhartil acquired the African business of Zain
Telecom for $10.7 billion making it the largest ever acquisition by an
Indian telecom firm. In 2012, Bharti tied up with Wal-Mart, the US
retail giant, to start a number of retail stores across India. In 2014,
Bharti planned to acquire Loop Mobile for ₹7
billion (US$100 million), but the deal was called off later.

Bharti Airtel Limited ("Airtel"), the world's third largest mobile

operator with operations in 20 countries across Asia and Africa, today
said that its Treasury division has been adjudged as a highly
commended winner of the Top Treasury Team (Asia) Awards at the
Adam Smith Asia Awards 2015.

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 AIRTEL’S MISSION, VISION AND
VALUES
THE WAY AHEAD
 Mission
Hunger to win customers for life

 Vision
Their vision is to enrich the lives of our customers. Their obsession is
to win customers for life through an exceptional experience

 Values
They aim to work towards our vision, driven by our values of AIR -
Alive, Inclusive & Respectful.

 Alive
They are alive to the need of our customers. They act with
passion, energy and a can-do attitude to help our customers
realise their dreams. Innovation and an entrepreneurial spirit
drive us-if it can”t be done, they will find a way.

 Inclusive
Airtel is for everyone. They champion diversity, recognising the
breadth and depth of the communities we serve. They work
with them, anticipating, adapting and delivering solutions that
enrich their lives. They do this by having an open mind and
embracing change.

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 Respectful
They live the same lives as our customers, sharing the same joys
and the same pains. They never forget that they are why they
exist. They act eith due humility, always open and honest, to
achieve mutual respect.

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 OBJECTIVES
1. To do all such things which are incidental or ancillary to the attainment of
main business of the company.
2. To enter into partnership in to any arrangement for sharing profits or losses or
any union of interest. Joint venture, reciprocal concession or co-operation, with
any person or persons of company or companies carrying on or engaged in any
business or transaction which the Company is authorised to carry on.
3. To acquire and take over either the whole or any part of the business,
goodwill, trade, patents and property, assets and liabilities of any person or
persons, firm or corporation, carrying on any business, which the Company is
authorised to carry on.
4. To establish branches and agencies of the Company in India and elsewhere
and to discontinue the same whenever necessary.
5. To pay for any property or rights acquired by the Company either in cash, or
fully or partly paid shares or by the issue of the securities or partly in one mode
or partly in another, and generally, on such terms as may be determined.
6. To amalgamate with any other Company having objects altogether or in part,
similar to those of this Company.
7. To advance, deposit or lend money with or without securities, to such persons
and on such terms and as may be expedient and to discount, buy, sell and deal in
bills, notes, warrants, coupons and other negotiable or transferable securities or
documents.
8. To negotiate, enter into agreements, contracts or collaborate with foreign
companies, firms and individuals for getting or supplying and procuring
technical assistance, know-how in the manufacturing, marketing, importing,
exporting of any product.
9. To exercise and enforce all rights and powers conferred by or incidental to
the ownership of any such shares, stocks, obligations, or other securities
including without prejudice to the generality of the foregoing, all such Powers
to vote or control as may be conferred by Virtue of the holdings by the
Company of some special proportions of the issued or nominal amount thereof

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and to provide managerial and other executive, supervisory, and consultancy
services for or in relation to any company on such terms as may be thought fit.
10. To subscribe for conditionally or unconditionally or to underwrite, issue on
commission or otherwise take hold, deal in, stock, shares and securities of all
kinds and to enter into partnership or into any arrangements for sharing profits,
union of interest, reciprocal concessions. co- operation with any person and
promote or aid in promoting, constituting, forming any company or partnership
of any kind for the purpose of acquiring and undertaking any property and
liability of this Company or of advancing directly or indirectly, the objects
thereof, or for any other purpose which the Company may think expedient.

11. To establish, form companies or associations for prosecution of execution of

undertakings, works, projects or enterprises of any description, whether of a
private or public character and to acquire and to dispose of shares and interest in
such companies or associations or in any other company or association.
12. To purchase or otherwise acquire, sell, dispose of concerns and
undertakings, mortgages, charges, patents, licences, securities, concessions,
options, policies, book debts and any claims and any interest in real or personal
property and any claims against such property or against any persons or
company and to carry on any business in the concern or undertaking so
acquired.

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PRODUCTS OF AIRTEL

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1. Airtel digital TV

Airtel digital TV is an Indian direct-broadcast satellite service

provider owned and operated by Bharti Airtel. Its satellite service,
launched in 2008, transmits digital satellite television and audio to
households in India. It has a total subscriber base of 10.07 million as
of 30 March 2015.
On 4 May 2010, Airtel digital TV announced the launch of its HD+ recorder
that records content. On 24 May 2011, Airtel announced that its digital TV HD
and HD-DVR boxes are software-enabled to view standard definition (SD)
content up-scaled to 1080i HD.

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2. Mobile services
(A). 3G

On 18 May 2010, the 3G spectrum auction was completed and Airtel paid
the Government of India ₹122.95 billion (US$1.8 billion) for spectrum in 13
circles, the most amount spent by an operator in that auction. Airtel won 3G
licences in 13 telecom circles of India: Delhi, Mumbai, Andhra
Pradesh, Karnataka, Tamil NaduNadu, Uttar Pradesh (West), Rajasthan, West
Bengal, Himachal Pradesh, Bihar, Assam, North East, and Jammu & Kashmir.
Airtel also operates 3G services in Maharashtra & Goa and Kolkata circles
through an agreement with Vodafone and in Gujarat and Punjab through an
agreement with Idea. This gives Airtel a 3G presence in 15 out of 22 circles in
India. Airtel is fined by DoT 3.50 billion for not stopping offering 3G Services
through Roaming Pacts outside its Licensed Zones in Seven Circles.
On 20 September 2010, Bharti Airtel said that it had given contracts to Ericsson
India, Nokia Siemens Networks (NSN) and Huawei Technologies to set up
infrastructure for providing 3G services in the country. These vendors would
plan, design, deploy and maintain 3G–HSPA (third-generation, high-speed
packet access) networks in 13 telecom circles where the company had won 3G
licences. While Airtel awarded network contracts for seven 3G circles to
Ericsson India, NSN would manage networks in three circles. Chinese telecom
equipment vendor Huawei Technologies was introduced as the third partner for
three circles.
Airtel launched 3G services in Bangalore on 24 January 2011. On 27 January
2011, Airtel launched 3G in Chennai and Coimbatore in Tamil Nadu. On 27
July 2011, 3G services were launched in Kerala's 3 largest cities –
Kochi,Kozhikode and Thiruvananthapuram.
Airtel 3G services are available in 200 cities through its network and in 500
cities through intra-circle roaming arrangements with other operators. Airtel had
about 5.4 million 3G customers of which 4 million are 3G data customers as of
September 2012.

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(B). 4G

Airtel launched 4G services on mobile from February 2014. The first city to get
the service was Bangalore. Airtel has started their 4G services
in Karnal and Yamunanagar in Haryana on 16 June 2015. Airtel 4G trials has
been started in Delhi from 18 June 2015. Airtel had 1,20,000 4G subscribers as
of May 2014.
As of March 2016, Airtel provides 4G coverage in 350 cities in 15 circles.
Airtel extended its 4G network to 15 km off India's coastline, following a
request by the Indian Navy.

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(C) WiFi

Now we can acess the Internet facility wirelessly with wifi. We can use net
anywhere we need it, what only we have to do just login into corporate LAN
from any where in the premises. We do not need to stick to our workstation for
using the Internet facility. There is no need to load DSL drive on PC or laptop.
Just connect the PC or laptop to Ethemet port over WiFi, and we can start
sufring.

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3. Telemedia
(A) Broadband

With the speed of 512 kbps Airtel Broadband is approximately 5 times

faster than an analog connection. Larger data application, faster file transfer,
streaming multimedia and heavy duty suffering every thing we can imagine is
now easily possible with thid facility. Superior server technology and a
dedicated port provide total security to data, both stored and in transit. Bharti
also provide round the clock customer support.

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4. Enterprise Service
(A) Enterprise business solutions

There are two kinds of solutions offered by Airtel. One is GPRS Based
Solutions like mobile applications tools for enterprise, TrackMate, automatic
meter reading solutions etc. and the other is SMS Based Solutions like
interactive sms, bulk sms, inbound call centre solutions.
The ‘India with Airtel’ package is said to be a one-stop-shop for availing all
telecom and connectivity solutions including mobile and fixed telephony, global
and domestic data capacity and connectivity solutions, VSAT, Virtual Private
Network, data centre and cloud solutions, Value Added Services and payment
and billing integration, machine-to-machine, and managed services.

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(B) Android-based tablet

Beetel Teletech Ltd., a unit of Bharti Enterprises Ltd., on 18 August launched

a ₹9,999 (US$150) 7-inch tablet in India based on Google Inc.'s Android
operating system. The offering is intended to capitalise on the expected demand
for cheap computing devices in the world's fastest-growing and second-largest
mobile phone market.

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 COMPANY POLICY
The Company is committed to maintaining the highest standard of conduct and
professionalism and towards this end has formulated a policy that will provide
clarity about the method and process for stakeholders to voice genuine concerns
about unprofessional conduct in breach of this Code. This policy should be read
in conjunction with bharti's code of conduct.

This policy aims to:

 Provide an independent forum by means of the Office of the

Ombudsperson, for employees and external stakeholders of the company
to raise concerns and complaints about improper practices which are in
breach of the bharti Code of Conduct.

 Put in place a fair and equitable inquiry process and redressal mechanism.

 Reassure employees and other stakeholders raising the concerns, that

each one will be fully protected against possible reprisals, intimidation,
coercive action, dismissal, demotion or victimization when a serious and
genuine concern of apparent unprofessional conduct has been made in
good faith.

scope of policy

 This policy is applicable to all employees of the Bharti Group, and to all
other stakeholders interacting with the Bharti Group. It allows those
individual employees and other stakeholders to raise concerns, issues or
information of acts or conduct that are in breach of the company's Code
of Conduct.

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who can raise concerns?

 Any employee - be it full-time, part-time or associate employee - or

external stakeholder (e.g. strategic partners, vendors, suppliers,
contractors) who observes unprofessional behaviour can approach the
Ombudsperson to voice his or her concerns. The complainant may be
either an observer who is not directly impacted, or a victim who is
directly or indirectly affected by such practices.

protection

 The process is designed to offer protection to whoever discloses concerns

regarding unprofessional conduct to the Ombudsperson or, if the
complainant prefers, to any other person in the organization, provided the
disclosure is made in good faith and the alleged action or non-action
constitutes a genuine and serious breach of what is laid down in bharti's
codeofconduct.

A complainant is not a 'trouble maker' or 'sneak' but a person who has

come to the decision to express a concern regarding possible
unprofessional conduct, after a lot of thought. The policy only requires
that there be a genuine doubt - the person making the complaint is not
expected to produce unquestionable evidence in support of the allegation.
The Company has an obligation to ensure that a complainant who makes
a disclosure in good faith and without malice is protected, regardless of
whether or not the concern raised is ultimately found to be correct. No
action will be taken against the complainant when an allegation made in
good faith is not confirmed by subsequent investigation.

The Company affirms that it will not allow the person raising a concern
to be victimized for doing so. In the unfortunate event where the person
would be victimized, the Company will treat this as a serious matter and
take disciplinary action against the perpetrator. The Ombudsperson will
not reveal evidence of unprofessional conduct, and the Company will
take disciplinary action if an employee destroys or conceals any relevant
evidence.

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 However, if an allegation is made or a concern is raised frivolously,
maliciously or for personal reasons, the Company may decide to take
appropriate disciplinary or legal action against the complainant.

confidentiality

 The Ombudsperson will treat all disclosures in a confidential and

sensitive manner. The identity of the person raising the concern will be
kept confidential so long as it does not hinder or frustrate the
investigation process. However, the investigation process may reveal the
source of the information on a 'need-to-know-basis' and, under
exceptional circumstances, the person making the disclosure may be
required legally or otherwise to provide a statement as part of the
evidence.

Confidentiality clauses in employment contracts to not have the intention

of forbidding or penalizing a person for raising a complaint. Similarly,
the policy does not release employees from their duty of confidentiality in
the course of their work.
procedure for addressing a concern
how to voice a concern
A person wishing to raise a concern may do so with the Ombudsperson, either
verbally or in writing by giving background and history of the unprofessional
conduct, the reason and grounds for raising the concern, the identity of the
individuals who may be involved and documentary evidence, wherever
available. The earlier the concern is raised, the better.
Complaints may be sent in either of these forms:
In writing (through hard copy mail) to:
the ombudsperson
Bharti Enterprises Ltd.
Bharti Crescent
1, Nelson Mandela Road
Vasant Kunj, Phase II ,New Delhi - 110 070 India
In writing (through email) to a secure email id, ombudsperson@bharti.in

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The investigation process
The policy provides for an investigation and resolution process in 3 stages:

 When a matter is referred to the Ombudsperson, he/she will conduct a

preliminary review to determine whether there is, at first face, a case for
pursuing the matter further. The Ombudsperson will hear the complainant
and review the documentary evidence, if any
 If the findings from stage 1 confirm the complainant's allegations, the
Ombudsperson will then instigate apreliminary investigation, in which
both complainant and the accused party will be heard. The evidence
provided will be investigated more thoroughly. The Ombudsperson may
involve the required investigative bodies, such as the Internal Audit team.
In most cases, the complaint can be resolved at this stage.
 Should this preliminary investigation confirm the issue raised and it is
found to be of a nature requiring afull investigation, the Ombudsperson
will hear any other parties or witnesses he/she wishes to call. If so
required, the Ombudsperson may involve any (external) investigative
body, including the police.
Timescales

Within fifteen working days of raising the concern, the Ombudsperson will send
an acknowledgement of receipt of the complaint to the complainant and write
to, oor otherwise notify, the individual(s) against whom the allegation has been
raised. The identity of the complainant will be kept confidential. It will be
disclosed only where strictly necessary or when there is an overriding need for
such disclosure. Any requirement for disclosure will be notified to and its
implications discussed with the complainant in advance.

Resolution and actions taken

In case the findings of the investigative process support the allegation, action
will be taken against the perpetrator(s).
The Ombudsperson will prepare a detailed report of the final result, including
recommended action to be taken if the complaint/disclosure is found to be
genuine. A summary report with recommended action in line with the
Company's Consequence Management Policy, will be sent to the relevant
operational and HR management members. The Ombudsperson will ensure that
any action taken will be in proportion to the severity of the wrongdoing.

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 COMPANY CULTURE
Entrepreneurship
A core tenet for a first-generation entrepreneurial company. They believe in
providing people opportunities to do all that they can and be what they want to
be.

Respect for all

Being respectful towards all whom they meet during our day-to-day
professional interactions.

Passion for performance

Their journey would not have been possible without an enduring, bordering on
fanatical focus on performance. This is what they also seek in our employees –
a keen focus on outcomes through performance excellence.

Teamwork
They value “the power of many” and look to harness collective synergies
through collaboration and teamwork.

Building collaborative partnerships

Forging strategic partnerships with eminent brands and companies from across
the world - be it SingTel, AXA, Del Monte - is part of our DNA. They are
passionate about building strong, long-lasting relationships with our employees,
customers and partners.
At Bharti, they believe in the power of informal communication. Much of our
work gets done by picking up the phone or popping into a team member’s
cabin. This culture of informality, a hallmark of a ‘small’ company, is what they
have tried to retain throughout our growth journey.

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29
 Ethics and Character Ethics
What are Ethics?
This is the most common way of defining "ethics": norms for
conduct that distinguish between acceptable and unacceptable
behavior.

Most people learn ethical norms at home, at school, in church, or in

other social settings. Although most people acquire their sense of
right and wrong during childhood, moral development occurs
throughout life and human beings pass through different stages of
growth as they mature. Ethical norms are so ubiquitous that one might
be tempted to regard them as simple commonsense.
Many different disciplines, institutions, and professions have
standards for behavior that suit their particular aims and goals. These
standards also help members of the discipline to coordinate their
actions or activities and to establish the public's trust of the discipline.
For instance, ethical standards govern conduct in medicine, law,
engineering, and business. Ethical norms also serve the aims or goals
of research and apply to people who conduct scientific research or
other scholarly or creative activities.

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What is Character Ethics?
According to the character ethic, it is most important to focus on
integrating the principles of effective living into one's character. This
may be a long-term process, but working on the character, including
an effective view of the world, is getting at the root from which
behavior flows and so is fundamental. The character ethic sees
individual development as a long-term process bearing results
according to the law of the harvest.

Business ethics has normative and descriptive dimensions. As a

corporate practice and a career specialization, the field is primarily
normative. Academics attempting to understand business behavior
employ descriptive methods.

According to Andrew Crane,

"Character ethics is the study of business situations, activities, and

decisions where issues of right and wrong are addressed."

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 Importance
1. Satisfying Basic Human Needs: Being fair, honest and ethical is one the
basic human needs. Every employee desires to be such himself and to work for
an organization that is fair and ethical in its practices.

2. Creating Credibility : An organization that is believed to be driven by

moral values is respected in the society even by those who may have no
information about the working and the businesses or an organization. Infosys,
for example is perceived as an organization for good corporate governance and
social responsibility initiatives. This perception is held far and wide even by
those who do not even know what business the organization is into.

3. Uniting People and Leadership: An organization driven by values is

revered by its employees also. They are the common thread that brings the
employees and the decision makers on a common platform. This goes a long
way in aligning behaviors within the organization towards achievement of one
common goal or mission.

4. Improving Decision Making: A man’s destiny is the sum total of all the
decisions that he/she takes in course of his life. The same holds true for
organizations. Decisions are driven by values. For example an organization that
does not value competition will be fierce in its operations aiming to wipe out its
competitors and establish a monopoly in the market.

5. Long Term Gains: Organizations guided by ethics and values are profitable
in the long run, though in the short run they may seem to lose money. Tata
group, one of the largest business conglomerates in India was seen on the verge
of decline at the beginning of 1990’s, which soon turned out to be otherwise.
The same company’s Tata NANO car was predicted as a failure, and failed to
do well but the same is picking up fast now.

6. Securing the Society: Often ethics succeeds law in safeguarding the

society. The law machinery is often found acting as a mute spectator, unable to
save the society and the environment. Technology, for example is growing at
such a fast pace that the by the time law comes up with a regulation we have a
newer technology with new threats replacing the older one. Lawyers and public
interest litigations may not help a great deal but ethics can.

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 Ethics in Airtel

integrity and ethics

 The partners will conduct all its dealings in a very ethical manner and
with the highest business standards.
 All partners with a bussiness relationship with bharti airtel shall comply
with the highest level of integrity and ethical practices.
 The partners will provide all possible assistance to bharti airtel in order to
investigate any possible instances of unethical behavior or business
conduct violations by its employee. Partner will disclose forthwith any
breach of these provisions that comes to their knowledge to allow for
timely action in their prevention and detection.
 Partners will adopt appropriate processes to prevent offering any illegal
gratification in the form of bribes or kickbacks either in cash or in kind in
the course of all dealings with us. Any instances of such violations will be
viewed in a serious manner and bharti airtel reserves the right to take all
appropriate actions or remedies as may be required under the
circumstances.
 All partners are required to confirm their compliance to ethical dealings
on an annual basis by signing a certificate to this effect as per bharti
airtel's standard annual certificate.
 Any ethical or integrity issues observed or encountered while dealing
with bharti airtel shall be bought to the notice of bharti airtel’s senior
management or the Head of Internal Audit immediately.

environment, health and safety

 Suppliers dealing with bharti airtel shall comply and adhere to all laws,
regulations and guidelines on environment, health and safety.

 Suppliers will ensure that all new service offerings as well as new product
designs are in compliance with the relevant environmental regulation and
guidelines, at the time of implementation at bharti airtel.
domestic and international trade controls

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 Suppliers shall understand and follow applicable domestic and
international trade control and customs laws and regulations, including,
but not limited to those relating to licensing, shipping and import
documentation and reporting and record retention requirements.

conflict of interest
 Suppliers will ensure they do not engage in any personal dealings with
bharti employees, especially those that they interact with on bharti
business matters.

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 Research-1
Marketing strategy of Airtel
Airtel is the world’s 3rd largest mobile telecommunication Indian
MNC operating in 20 countries across Asia & Africa. Airtel has
presence in 22 telecom circles across India & is India’s largest
integrated telecom service provider.
Segmentation, targeting, positioning in the Marketing
strategy of Airtel
Airtel uses mix of segmentation strategies to segment its offerings
like basic Call /SMS plans, prepaid / Post-paid plans, VAS – Data,
caller tunes etc. Apart from geographically segmenting the market in
East, West, North, South & central, the market is also segmented in
each region on the basis of demographic variables like age, Income,
Social groups.
Different geographic regions are handled independently and different
campaigns are run according to the preferences of people in each
region. Airtel has targeted the generation Z of 15-25 ages, generation
X & baby Boomers by using different campaigns over the period of
time i.e. campaign like “Har Ek friend Jaruri hota hai”/ “Jo tera hai
wo mera hai ” to target Gen Z and recently launched campaign of
“one touch internet” targeting Gen X & baby boomers.

Airtel has been successful in top-of-the-mind recall amongst cellular

phone users and is enjoying a leadership position in most markets.
After changing its logo it has repositioned itself as Young, Energetic
& International brand. It has evolved itself as a torch bearer of the
telecom industry in India.

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 Research-2
Marketing strategy of vodafone
Vodafone’s primary aim is to be a world leader in mobile
communication and at the same time provide a unique experience to
the customers who use their services. By analysing the overall
structure of the company, it can be understood that reliable innovative
services and the customer centric passion are the core products of the
company. The brand image of Vodafone is very strong in the market
and a continuous recycling of their campaigns from the pug to Zoo
zoo’s to the present blackberry boys advertisements has guaranteed
their brand a high recall value.
Demographic:
Vodafone uses the occupation aspect in the demographic category
ofsegmentation. They divide their users as consumer and business. On
their websitethese two segments are catered to by two completely
differentwebpages.The business users are offered company solutions,
machine to machine solutions and allother end to end business
connectivity solutions. The consumers on the other hand areagain
segmented as follows
Geographic:
The company provides different plans, tariffs and offers to
differentcustomers depending on the state that they come from.

Behavioral (User Status):

The users are further segmented depending uponwhether they are
postpaid users or prepaid users. Separate plans are then provided to
each user depending upon their category.

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Targeting
Vodafone is adopting a multi segment targeting. They are targeting
the high end user, lowend user, the business professional as well as
the common man.

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 Case study
Bharti Airtel grows at a stunning paceby keeping its
focus on the customer.
Based in New Delhi, Bharti Airtel is India’s largest private sector
telecom operator, with a strong presence in mobile communications,
fixed line services, and domestic and international
long distance services. Bharti Airtel is India’s sixth-largest company
by market capitalization, with more than57 million customers (as
of 12/31/07) and US$4.2 billion in annual revenues (as of 3/31/07).

Business Challenge
Bharti Airtel needed to maximize its future flexibility and
growth potential by adopting a business- driven framework for
integration, allowing it to implement and deliver new services rapidly.
With competition intensifying in the Indian telecom services market,
Bharti Airtel needed to find a way to focus on developing new ser -
vices that could set it apart from the competition and strengthen
its customer relationships.

Solution
Bharti Airtel entered into a comprehensive 10-year agreement with
IBM to transform its processes and take on the management of its IT
infrastructure. Its new platform provides a standardized framework
for Bharti Airtel to integrate its channels and customer-
facing processes–enabling a more seamless customer experience,
higher customer satisfaction and more profitable growth.

Key Benefits

• Ability to process 1.5 million new customers per month

• Outsourcing of technology enables Bharti Airtel to focus resources
on growing the business

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Supporting rapid customer growth with an
innovative business model
The risk of growth
Bharti Airtel’s other big challenge was the need to make the major
investmentsin IT infrastructure required to service its rapidly growing
base of subscribers. As a capital expenditure, these investments are
typically offset by the future service revenues that they enable.
However, in addition to the inherent risks of alarge fixed investment,
Bharti Airtel faced an added financial risk from a steady decline in
India's average revenue per user (ARPU) for mobile telecom services,
the result of government-mandated pricing changes that created–at
roughly eight dollars a month–one of the lowest ARPUs of the region.
Thus, while Bharti Airtel realized that it was absolutely essential to
invest in its future growth, factors unique to the Indian market
substantially increased the risks of makingthese capital investments.
To address these unique opportunities and challenges, Bharti Airtel
establisheda far-reaching outsourcing relationship with IBM that
substantially mitigates its IT investment risks by giving IBM full
control and ownership of Bharti Airtel’s IT infrastructure and
associated processes. By substituting predictable operating expenses
for risky, upfront capital investments, this strategy fundamentally
transforms the financial underpinnings of its business model. An
equally important aim of this strategy is to enable Bharti Airtel
to focus its energies on growing, serving and retaining its customer base–
and thus fully capitalize on India’sastounding growth surge.

Growth through flexibility

Bharti Airtel knew that the key to capitalizing on its growth
opportunities waste establish deeper and more personalized
relationships with its customers ,as well as to provide a consistent, high-
quality customer experience. It furtherrealized that, from an IT
perspective, the ability to integrate its diverse systems and processes

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was essential. Bharti Airtel saw the flexibility of IBM’s integration
approach–and recognized the application of IBM’s extensive portfolio
of middleware products and expertise in service-oriented architecture
(SOA)–as an ideal match for its integration requirements. Dr. Jai
Menon, Group CIO, Bharti Enterprises and Director (IT &
Innovation), Bharti Airtel, was a key architect of the plan. “Our new
strategy is all about delivering a truly differentiated experience, and
having the flexibility to continually improve the customer
experience,” says Menon. “We knew that having a flexible framework
for integrating our systems and customer-facing processes was
essential to enabling this–and that IBM’s strength in this area would prove
to be a great fit.”Incorporating the proven IBM Service Provider
Delivery Environment (SPDE, or “speedy”) Integration Hub solution,
IBM Global Business Services designed and implemented an
Enterprise Application Integration platform that integratesa wide
range of customer-facing and back office processes. Its flexibility is
evident in the range of integration options it provides Bharti Airtel. In
the case of customer self service, for example, each of the three main
channels–Web, interactive voice response and short message service–
employ different integration technologies (such as publish/subscribe
via IBM Web Sphere MQ and asynchronous messaging via IBM Web
Sphere Business Integration Server)depending on the channel’s
technical needs

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 SWOT ANALYSIS OF AIRTEL
Strengths

INVESTOR’s FAITH:
Investor’s faith in Airtel that causes huge monetary support.

STRONG ADMINISTRATION:
Under the leadership of Bharti Cellular Ltd Airtel proved themselves
as an well-organized &administrative company.

BRAND NAME:
Airtel as a brand is the synonym of success. It is the largest private
limited organization of India.

Weakness

Lack Of Co-Ordination Between Deptt.

Lack of Choice of Good Pre-paid numbers like XXYY numbers like
others providing.

Opportunity

Favourable TARRIFS:
Newly issued tariffs are suitable for Airtel so they can
easily modifytheir tariff plans according to it and gain customer
attraction.

Threats

Tough COMPETITION:
Airtel has to face a tough competition with existing
market leaderslike Reliance (Reliance is providing Free Outgoing
also) Vodafone, Idea, Dolphin and Jio.

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 Research Methodology
What is Research?
Research is defined as human activity based on intellectual
application in the investigation of matter. The primary aim for applied
research is discovering, interpreting, and the development of methods
and systems for the advancement of human knowledge on a wide
variety of scientific matters of our world and the universe.

Types of Research
Practical Research: Practical research involves survey,
interviews, and field-level investigation in order to achieve the correct
information. It is highly important that all information is complete and
reliable to properly support the decision-making process.

Theoretical Research: The term theoretical is sometimes

informally used in lieu of hypothetical to describe a result which is
predicted by theory but has not yet been adequately tested by
observation or experiment

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 Research Methodology
The process used to collect information and data for the purpose of
making business decisions. The methodology may include publication
research, interviews, surveys and other research techniques, and could
include both present and historical information.
Types of Research Methodology
1) Quantitative Research
This research is based on numeric figures or numbers. Quantitative
research aim to measure the quantity or amount and compares it with
past records and tries to project for future period. In social sciences,
“quantitative research refers to the systematic empirical investigation
of quantitative properties and phenomena and their relationships”.
The objective of quantitative research is to develop and employ
mathematical models, theories or hypothesis pertaining to
phenomena.
2) Qualitative Research
Qualitative research presents non-quantitative type of analysis.
Qualitative research is collecting, analyzing and interpreting data by
observing what people do and say. Qualitative research refers to the
meanings, definitions, characteristics, symbols, metaphors, and
description of things. Qualitative research is much more subjective
and uses very different methods of collecting information,mainly
individual, in-depth interviews and focus groups.

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 Sources of Data

I. Primary Data- Primary Data are those data that are collected
basically for the project use and are first handed. To collect
Primary Data the procedure used is mentioned below:
1. Personal Interview- We approached towards customer asked
certain questions that were relevant to the research objective.
2. Questionnaire- Questionnaire is a set of questions related
with the objective of research. It was provide to a individual
customers and were asked fill it as per there preference and
perception.

II. Secondary Data- Secondary Data are not first handed data.
Source of secondary data are as follows:
1. Internet- In order to collect more data we were required visit
different site/website on internet.
2. Journals &Magazines- Article coming in different journals
and magazines were also referred in order to gather more
relevant data to make the project more effective.
3. Newspaper- The Business newspaper were even referred

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 CONCLUSION

After analyzing the findings of the research, I can conclude that Airtel
lagged behind its competitors as far as customer service and
availability is concerned. The maximum no. of people who use the
mobile is in the age group of 20 to 28.Cash cards are the most popular
type of mobile connections, as they are consumer friendly and
recharging the connection is not a problem. Maximum no. of people
spends RS 500 on their connections. As Airtel is the only company
having the maximum no of mobile connections so it must seriously
look into the loop holes of the existing customer service department.
From the comparison and deep analysis of every aspect of business of
Telecom companies we can conclude that Bharti Airtel has more
work in every field of communication business

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 BIBLOGRAPHY

http://www.airtel.in/partnerworld/Ombudsman_Policy&Process.html

http://www.bharti.com/wps/wcm/connect/BhartiPortal/Bharti/home/p
eople

http://www.marketing91.com/marketing-strategy-of-airtel/
https://docs.google.com/file/d/0B_WQnJYkqtwJRGdPQVZ5b3JVM
VU/preview

http://www.businessdictionary.com/definition/research-
methodology.html

https://en.wikibooks.org/wiki/Research_Methods/Types_of_Research

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