CONTENTS

1. Introduction 8

2. Industry Profile 12

3. Company Profile 15

4. Need for the Study 20

5. Offers from Airtel 22

6. Research Methodology 24

7. Concepts 28

8. Data Analysis 33

9. Findings 44

10. Annexure

 Questionnaire

 Bibliography
MARKETING

Goods and services do not move automatically from producers to the users. There
is a definite mechanism that brings about exchange of goods and services against
money. Marketing is the belt that connects two major wheels of any economy
namely producers and consumers. It is the creation of utilities as goods and
services get value addition by the time they reach the consumers.

“Marketing is the social process which

Individuals and organizations obtain what

they need and want through creating and

exchanging value with others.”

---- Kotler and Amstrong

SERVICE

Services are activities or benefits that one party can offer to another that are
essentially Intangible and do not result in the ownership of anything.

SERVICE MARKETING
It is a specialized branch of marketing. Services marketing emerged as a separate
field of study in the early,1980’s,characteristics of services required different
strategies compared with the marketing of physical products .

Services marketing typically refers to both Business to Consumer [B2C] ,and

Business to Business [B2B] services such as telecommunication services, financial
services, all type of Hospitality, tourism and entertainment services ,car rental
services, healthcare services,professional services and trade services.

IMPORTANCE:

Given the intangibility of services marketing team becomes a particularly

challenging and yetextremely important task. Due to increasing homogeneity in
product offering, the attendantservices provided are emerging as a key
differentiator in the mind of the consumers.

IMPORTANCE OF RELATIONSHIPS

Relationships are a key factor when it comes to the marketing of services .Since,
the products areIntangible, a large part of the customers buying decisions depends
on the degree to which heTrusts the seller. Hence, the need to listen to the needs of
the customer and fulfill them through.The appropriate service offering and build a
long lasting relationship which would lead to repeatSales and positive word of
mouth.

SCOPE OF SERVICE MARKETING

1. Services are intangible: Service, it is a deed performance and an effort .There is
nothing Tangible to show for it where a service is sold. One can say that services
are consumed but not Possessed.

Example: Banking, Baby sitting etc

2. Services are heterogeneous: The services are non-standardized and uniform in

very clear terms. All the services cannot give the identical service in terms of
quality satisfaction or benefits.

Example: Teachers, Lawyers, Bankers etc

3. Services are inseparable: With customer participation in the process, services

are typically Produced and consumed at a time.

Example: A surgeon is able to operate upon a patient, who is a ready patient.

4. Services are perishable: The utility of majority of services is short-lived .As a

result ,they cannot be produced a head of time and stocked for the periods of peak
loads of demand.

Example: Credit not utilized.

5. Services are susceptible to change in demand: The market for services has
wider fluctuations. These fluctuations in demand might be seasonal, monthly,
weekly, daily or hourly.

Example: Tourism has seasonal demand.

6. Services are subject to special pricing tactics: The distinct characteristics of

perishability, Fluctuations in demand and in separability in services involve
significant implications in pricing. Prices of other services are determined on the
basis of demand and competition .Variable pricing policy is also restored to in
services.
 Industry profile

The history of Indian television dates back to the launch of doordarshan, India’s
national TV network in 1959. The transmission was in black & white. The 9 th
Asian games which were held in 1982 in the country’s capital New Delhi heralded
the mark of color TV broadcasting in India. In 1991, Indian economy was
liberalized from the License Raj and major initiatives like inviting foreign direct
investments, deregulation of domestic business emerged. This lead to the in flux of
foreign channels like Star TV and creation of domestic satellite channels like Sun
TV and Zee TV. This virtually destroyed the monopoly held by doordarshan. In
1992, the cable TV industry started which lead to revolution.

Every city in the India had a complex web of co-axial cables running through the
streets with a new breed of entrepreneurs called as cablewallahs or Local Cable
Operators (LCO) taking in charge of distribution. The film industry was shocked
by this sudden growth and there were even organized protests for calling off the
Cable TV industry. There were simply too many cable operators in the country and
the channels had a difficult time in getting its returns as the existing system was a
non-addressable and the operators could simply give a reduced number of
subscribers to amass profit. This lead to the emergency of a new breed of firms
called as Multi System Operators (MSO) who had heavy financial muscles to make
capital investments. . The MSO industry became highly monopolistic which
warrants government participation to ensure competition.

In 2007, TRAI proposed a new initiative by name “Head end-In-The-Sky (HITS)”

Model as an alternative to the existing cable distribution. Instead of the MSO’s
providing the bundle, there will be a single HITS operator who will prepare the
bundle of channels and beam it to the Headed in the satellite. The LCO’s can
receive this digitalized bundle and deliver to the individual homes. With HITS,
country wide implementation of CAS becomes instantaneous and cost-effective.
This benefits both the broadcasters and the customers by ensuring Addressability,
Better quality of service and increased number of channels. Another emerging
trend is the IPTV which is yet to be regulated and one can expect lot of action in
this sector.

According to a report on Direct to home (DTH) service, it predicts that India would
overtake Japan as Asia’s largest DTH by 2010 and be the Asia’s leading cable
market by 2010 and the most profitable pay-TV market by 20015.

List of players in the industry

 Dish TV of ZEE group.

 Tata Sky joined venture between Tata and Rupert Murdoch’s Sky TV.
 Sun direct of Sun Network.
 BIG TV of Reliance Anil Dhirubhai Ambani group.
 Airtel digital TV of Bharati telemedia
 Videocon d2h of videocon industries
Government owned player: DD Direct+.

Private players: Dish TV, Tata Sky, Sun direct, Big TV, Airtel digital TV,
Videocon d2h

Dish TV

Dish TV is the first private DTH satellite television provider in India,

using MPEG-2 digital compression technology, transmitting using NSS Satellite at
95.0. Dish TV's managing director and Head of Business is Jawahar Goel who is
also the promoter of Essel Group and is also the President of Indian Broadcasting
Foundation and Mr. Subhash Chandra is the Chairman of Dish TV.

Tata Sky

Tata Sky is a DTH satellite television provider in India, using MPEG-2 digital
compression technology, transmitting using INSAT 4A at 83.0°. Tata sky is
incorporated in 2004; Tata Sky is a JV between the TATA Group and STAR. Tata
Sky DTH endeavors to offer Indian viewers a world-class television viewing
experience through its satellite television service. Vikram Kaushik is present CEO
of Tata Sky Ltd. The TATA Group is one of India's largest and most respected
business conglomerates. It comprises 93 operating companies in seven business
sectors and diversified group: information systems and communications,
engineering, materials, services, energy, consumer products and chemicals. The
TATA Group has operations in more than 40 countries across six continents and its
companies export products and services to 140 nations..

Sun Direct

Sun Direct is a DTH satellite television provider in India, using MPEG-4 digital
compression technology, transmitting using INSAT 4B at 93.5°E. It is the country's
first MPEG 4 technology DTH service provider. Sun Direct is a DTH service in
India headquartered in Chennai, Tamil Nadu. Sun Direct TV was registered in
February 16, 2005. However, the failed launch of INSAT 4C resulted in a lack of
transponders, delaying the launch. The service was finally launched on December
2007 after availability of transponders from INSAT 4CR. Because of the lowest
pricing of any DTH in India Sun Direct spread rapidly all over the country

BIG TV
Reliance BIG TV is a DTH satellite television provider in India based in Navi
Mumbai, using MPEG-4 digital compression technology, transmitting using
MEASAT-3 91.5°east. It is the 5th DTH service launched in India. Reliance BIG
TV limited is a part of Reliance Communications Ltd., a subsidiary of Reliance
Anil Dhirubhai Ambani Group founded by the Late Dhirubhai Ambani, the Indian
business tycoon and owned by his son Anil Ambani. BIG TV started operations
from 19 August 2008 with the slogan "TV ho Tho BIG Ho" ("If you have a TV,
make it BIG.

Reliance BIG TV was launched on August 19, 2008 with the sole aim of providing
the consumer with quality and enriched home entertainment service at value-driven
pricing. Reliance BIG TV's launch in August was probably the biggest roll-out in
home entertainment ever and deployed the most advanced MPEG4 technology that
enabled them to deliver best quality digital audio-video to the consumer. It also got
prepared for the future when Hi-Definition TV will be launched in India because
only MPEG4 technology can support HD TV and not MPEG2 which is used by the
earlier entrants in the DTH industry.

offer

Airtel digital TV

Bharti Airtel Limited is the flagship company of Bharti Enterprises and is India’s
largest integrated and the first private telecom services provider with a footprint in
all the 23 telecom circles. As India's leading telecommunications company, the
Airtel brand has played the role of a major catalyst in India's reforms, contributing
to its economic resurgence. Airtel since its inception has been at the forefront of
technology and has steered the course of the telecom sector in the country with its
world class products and services.
Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel. It uses
MPEG-4 digital compression with DVB-S2 technology, transmitting using INSAT
4CR 74°E

Airtel digital launched on 8 October, 2008 with a 360 degree mega campaign
'Come Home to the Magic. Since then it has launched 2 other campaigns: ‘Stars
come home’ (March 2009) and ‘DTH Picture Clarity (August 2009) has increased
its channel base to 183+ channels. Airtel digital TV is now amongst the fastest
growing DTH brands in the country and is available across 5000+ towns in India.
It has also been ranked as the best DTH service by “Living Digital” magazine.

Airtel chief Sunil Mittal said that Airtel digital TV and other DTH players have a bright
future in Indian market as the people are getting more attracted towards DTH because of its
quality and affordability.

Videocon d2h

Videocon d2h is a DTH satellite television provider in India based in Mumbai,

using MPEG-4 with DVB S2 digital compression technology

Videocon d2h launched May 1, 2009. it came with a very good strategy for selling
both of its electronic products like TV’s DVD’s along with the new set top box.
This is offering direct to TV with out any set top box also. Only the antenna is
enough, it also came with DVD which is connected directly to the TV or antenna is
connected to DVD which gives a best quality of out put.
 COMPANY PROFILE

LOGO OF AIRTEL: CEO OF AIRTEL:GOPAL VITTAL

The name of the company is Bharti mobinet limited. The company is

owned and governed by Bharti group of companies. It was several of companies
like Bharti health care, Bharti global, Bharti foundation, Bharti enterprises, and
Bharti ventures limited. Bharti Telnet, Bharti Telescopic, Bharti Broadband etc.
The Chairman and Managing Director of Bharti group is Mr. Sunil Bharti Mittal.In
1996, Sky cell was launched and in 2000, Airtel took over sky cell. Airtel has its
presence in 15 circles in India, which is worth of Rs.9000 cores. It has 866 towers
in A.P, each costs 1 Crore rupees and made a proposal for doubling that in near
future, which covers 65Kms.

Airtel has the largest customer base which crossed 2 lakhs when compared
to BSNL, which has 1, 55,000 customers, and HUTCH of less than 50,000
customers.Airtel has 28 connects in A.P, where Reach Tele Communications stands
arouse union. It provides various services like bill payments, customer relations for
problems solving, activations and is also dealing with sub-dealers.

An overview

Bharti Enterprises has been at the forefront of technology and has eased
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 service outside India in
Seychelles and first private sector service provide to launch National Long
Distance Services in India. As of February 28, 2003, Bharti had approximately
3.34 million total customers nearly 2.99 million mobile and 354,000 fixed line
custom Its services sector businesses include mobile operations in Andhra Pradesh,
Chennai, Delhi , Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya
Pradesh circle, Maharashtra circle, Mumbai, Punjab, Tamilnadu and Uttar Pradesh
(west) circle. In addition, it also has a fixed-line Operations in the states of Madhya
Pradesh and Chhattisgarh, Haryana, Delhi, Karnataka, Tamil Nadu and nationwide
broadband and distance networks.
 Bharti has recently launched national long distance services by offering data
transmission service and voice transmission service for calls originating and
terminating on most of Indian's mobile networks.

The company is also implementing a submarine cable project connecting

Chennai-Singapore for providing international brand width. Bharti Enterprises also
manufactures and exports telephone terminals and phones. Apart from being the
largest manufacturer of telephone instrument, it is also the first telecom company
to export its products to the USA.

About Bharti:

Bharti Tele-ventures is Indian's leading private sector providing of

telecommunications service based on an aggregate of approximately 3.34 million
customers as of February 28, 2003 consisting of approximately 2.99 million mobile
and 3,54,000 fixed-line customers. The company through its subsidiaries also
provides fixed-line, VSAT, Internet service and network solutions. The company
has also commenced offering national and international long distance services.

The company seeks to capitalize on the growth opportunities that it believes

are available in the Indian market and consolidate its position to be an integrated
telecommunications service provider, with a focus on mobile service.

The company today offers mobile service in fifteen out of 22circles in India. Bharti
Tele-venture was the first private sector operator to provide fixed-line service in
India when it commenced providing services in the Madhya Pradesh Chhattisgarh
circle in June 1998.BTVL recently launched its fixed-line service in the license
areas Haryana, Delhi, Tamilnadu and Karnataka and thus because the first private
sector service provider to provide fixed-line services in all its licensed areas.Bharti
Tele-Ventures has always believed in creating storing partnerships with its joint
venture partners. Today, SingTel and Warburg Pincus are its leading the other
partners includes leading international financial investments such as International
Finance Corporation, Asian Infrastructure Fund Group and New York Life
Insurance.
VISION:

 “To be globally admired for telecom services that delight customers”.

 most admired brand in India- By 2010

o Loved by more customers

o Targeted by top talent

o Benchmarked by more business

MISSION:

We will meet global standards for telecom services that delight customers through:

 Customer Service Focus

 Empowered Employees
 Innovative Services
 Cost Efficiency

BRAND AMBASSDOR: SASAHA

 AIRTEL DTH

What isAIRTEL DTH?

DTH stands for Direct-To-Home television. DTH is defined as the reception of
satellite programmes with a personal dish in an individual home.

DTH does away with the need for the local cable operator and puts the broadcaster
directly in touch with the consumer. Only cable operators can receive satellite
programmes and they then distribute them to individual homes.

Airtel Digital TV is a DTH (Direct to Home) service from Bharti Airtel. It

uses MPEG-4 digital compression with DVB-S2 technology, transmitting using
INSAT 4CR 74°E

Airtel digital launched on 8 October, 2008 with a 360 degree mega campaign
'Come Home to the Magic. Since then it has launched 2 other campaigns: ‘Stars
come home’ (March 2009) and ‘DTH Picture Clarity (August 2009) has increased
its channel base to 183+ channels. Airtel digital TV is now amongst the fastest
growing DTH brands in the country and is available across 5000+ towns in India.
It has also been ranked as the best DTH service by “Living Digital” magazine.

Airtel chief Sunil Mittal said that Airtel digital TV and other DTH players have a
bright future in Indian market as the people are getting more attracted towards
DTH because of its quality and affordability.

How does DTH work?

A DTH network consists of a broadcasting centre, satellites, encoders,
multiplexers, modulators and DTH receivers.

A DTH service provider has to lease Ku-band transponders from the satellite. The
encoder converts the audio, video and data signals into the digital format and the
multiplexer mixes these signals. At the user end, there will be a small dish antenna
and set-top boxes to decode and view numerous channels. On the user's end,
receiving dishes can be as small as 45 cm in diametre.

DTH is an encrypted transmission that travels to the consumer directly through a

satellite. DTH transmission is received directly by the consumer at his end through
the small dish antenna. A set-top box, unlike the regular cable connection, decodes
the encrypted transmission.

FEAUTERS OF AIRTEL DTH

 5.1 Surround Sound

 High picture quality dth
 Video Recording Facility with time based and event based recording
 high definition channels
 universal remote i.e. one remote for both TV and Set top box
 Maximum channels with varieities of regional and international
channels
  Easy relocate your DTH
 multiple recharge options
 Add on Services
 Movies on Demand Services
 Watch DTH in your moving car

OBJECTIVES OF THE STUDY

1.To know the satisfaction level of customers about prices of AIRTEL DTH

2. To know the how to improve the advertising of AIRTEL DTH in market

3. To know which factors influence customers to buy the AIRTEL DTH

4. To know major competitors of AIRTEL DTH in market

5.To study the BRAND AWARENESS Of AIRTEL DTH

6. To study why customers are preferred this brand

 CONCEPTS

What Does Brand Awareness Mean?

The likelihood that consumers recognize the existence and availability of a

company’s product or service Creating brand awareness is one of the key steps in
promoting a product.

Brand awareness is an important way of promoting commodity-related products.

This is because for these products, there are very few factors that differentiate one
product from its competitors. Therefore, the product that maintains the highest
brand awareness compared to its competitors will usually get the most sales.

Brand awareness is the extent to which a brand is recognized by potential

customers and correctly associated with a particular product or service. For
example, when someone says “I need a Kleenex,” you know they’re referring to a
tissue. There are plenty of other brands that create tissues, but Kleenex has become
the most widely known brand. The more familiar people are with something, the
more they trust it and gravitate to it., build an audience more effectively, and
generate more leads. A higher level of brand awareness typically equates to higher
sales and also serves as an economic moat that prevents competitors from gaining
more market share.

Definition: A gauge of marketing effectiveness measured by the ability of a

customer to recognize and/or recall a name, image or other mark associated with a
particular brand.

Once the brand’s guidelines are established, creative choices must bring those
attributes to life, Manning says. Don’t let the company’s brand become so
dominating that there is no room for new thoughts and ideas. Brand should be the
jumping-off point for interesting ideas, not the place where every new idea dead-
ends. Fitch stresses that a sense of fun and whimsy will only enhance the
likelihood that people will take an interest in the web site. Don’t communicate
brand at the expense of delivering. While a web site can be a significant tool for
building brand awareness, clarity and functionality are paramount. “Just be careful
not to let the communication about your brand get in the way of delivering your
message,” Manning says. People should be able to understand how to navigate the
site without knowing a thing about the company’s catch phrase
 The Importance of Building Brand Awareness

Brand awareness is all about what the mind state your ideal clients enter when they
see or hear your company’s name. It helps you to:

 Successfully introduce new products or services

 Promote your business

 Build your business reputation

 Differentiate yourself from competitos

 Find and retain loyal customers.

How to Build Brand Awareness

So how do you acreate your brandawareness are recognition? Sure, you can plaster
your business name on every billboard in town, but most business owners don’t
have the budget for high priced advertising. Plus, increased exposure doesn’t
necessarily equate to increased brand awareness. For some more meaningful and
effective ways of building brand awareness, you may want to:
 Participate in or sponsor local events

 Maintain uniformity across your social media profiles

 Post regularly to social media using your voice

RESEARCH METHODOLOGY

“Marketing research means the systematic gathering, recording, analyzing of

data about problems relating to the marketing of goods and services”

1. Data collection:
For quantitative research, the primary data collection is the questionnaires .

Primary data:
The primary data is collected through Questionnaires, which
from the major part of the project

Secondary data :
The secondary data is readily available from the dealers , new s
magazines. Data like company profile and organization procedures
obtained from office
2. Research instruments
marketing researchers have a choice of to main research instruments
in collecting primary data from “Questionnaires”

Questionnaires:

This part is being explained briefly in the following theories of

approach

They are “sampling plan” after deciding on the research approach and
the instruments .The marketing researcher must design a sampling plan. This plan
comprise of 3 parts

1. Sample size

2. Sample unit

3. Sample procedure1

1 SAMPLING UNIT:

The sampling units for the study consisted of respondents from all walks of
life, either sex, different age groups, different income groups and so on, but all
residents of KURNOOL CITY.

2 SAMPLE UNIT:

Considering the nature and extent of the study and with the time
constraints, a sample size of 50 costumers was chosen .
3. Sampling procedure:
Sample random sampling method has been adopted for the study. In random
sampling each elements of the population has an equal chance of being selection
for the same.

SUGGESTIONS

1. Reducing the cost of packages to provide their services to all classes of people.

2. The company should also introduce new offers like running any contest.

3. 24 Hours availability to solve the problem and meet the needs of the customers.

4. Company should work for its distribution.

5. Company should increase the awareness of people about airtel DTH.

6. Company should also analyse airtelDTH strategy.

7. Company should work for its channel distribution.

1. Are you satisfied with costumer care services?

PARTICULARS NO.OF PERCENTAGE

RESPONDENTS
Satisfied 40 80%
Not satisfied 5 10%
Never use 5 10%
Total 50 100%
 Satisfied with the customer care services

10.00%
10.00%
satisfied
not satisfied
Never use

80.00%

INTERPRETATION: From the above graph it is analyzed that 80%of the people

are satisfied with the Airtel customer care services and 10%of the customers are

not satisfied and 10%of the customers are never used customer care services.

pany should work for its channel distribution.