Professional Documents
Culture Documents
My Airtel Term Paper
My Airtel Term Paper
My Airtel Term Paper
ON
Is submitted by Girish kumar of first semester in partial fulfillment of MBA degree course. The student has sincerely
completed the Term Paper in our institute. This work was prepared under my guidance and supervision.
Place: Jodhpur
ACKNOWLEDGEMENT
I take this opportunity to express my indebtedness and convey my sincere thanks and gratitude to all those
who have directly or indirectly helped and contributed towards the completion of this project.
First and foremost, I would like to thank my Prof. R C S Rajpurohit and support throughout this project. I would
also like to thank Miss Meenal lodha, Head of Department, Department of Management Studies, J.N.V University,
Jodhpur, for providing me this opportunity.
Last but least, I would like to thank all the respondents who invested their valuable time in my study and my family
and friends for their valuable suggestions and cooperation in doing the work on this term paper.
Girish kumar
MBA 1 st Sem.
PREFACE
The project is an extensive report on how the Airtel company markets its strategies and how
the company has been able in tackling the present tough competition, how it is cooping
up by the allegations of the quality of its products and how consumer preference and brand
awareness towards Airtel then other. The report begins with the history of the products and the
introduction of the Airtel C o m p a n y . This report also contains the basic marketing strategies
that are used by the Airtel Company of manufacturing process, technology, production policy,
advertising, collaboration, export scenario, future prospect and government policies. The report
In today’s world of cutthroat fierce competition, it is very essential to not only exist but also
to excel in the market. Today’s market is enormously more complex. Hence forth, to survive
in the market, the company not only needs to maximize its profit but also needs to satisfy its
Introduction
Company Profile
Company Organisation Structure
Research Methodology
Objective Of Study
Scope Of Study
Research Methodology
Consumer Preference
Consumer Preference Towards Airtel
Customer Satisfaction of Airtel
Airtel Unveils New Youthful And Dynamic Global Identity
Vision, Mission, Values of Airtel
Service Provided By Organisation
Service Provided By Company
Strategies
Branding Strategy of Airtel
Marketing Strategy of Airtel
Milestone, Awards And Achievements
Comparative Strategy of Airtel
Industry Telecommunications
Key people
Sunil mittal
(CEO)
Wireless
Telephone
Internet
Operating
▲ US$ 2.043 billion (2009)
income
Its network (base stations, microwave links, etc.) is maintained by Ericsson and Nokia Siemens Network,
business support by IBM and transmission towers by another
company.http://en.wikipedia.org/wiki/Bharti_Airtel - cite_note-4
Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of
their equipment rather than being paid up front. This enables the company to provide pan-India phone
call rates of Rs. 1/minute (U$0.02/minute). During the last financial year [2009-10], Bharti has roped in
a strategic partner Alcatel-Lucent to manage the network infrastructure for the Telemedia Business.
The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital
TV. The mobile business offers services in 18 countries across the Indian Subcontinent and Africa. The
Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities. The Digital
TV business provides Direct -to- Home TV services across India. The Enterprise business provides end-
to-end telecom solutions to corporate customers and national and international long distance services to
Telco’s. On August 11, 2010, Bharti Airtel announced that it would acquire 100% stake in Telecom
Seychelles taking its global presence to 19 countries.
Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China
Mobile and China Unicom. In India, the company has a 30.7% share of the wireless services market. In
January 2010, company announced that Manoj Kohli, Joint Managing Director and current Chief
Executive Officer of Indian and South Asian operations, will become the Chief Executive Officer of the
International Business Group from 1 April 2010.He was overseen Bharti's overseas business. old Dy.
CEO, Sanjay Kapoor, was replaced Manoj Kohli and now the CEO, effected from 1 April 2010.
COMPONY ORGANISATION STRUCTURE
OBJECTIVES OF THE STUDY:
1. To measure the customer satisfaction and pinpointing the problems.
4. The study was restricted to the sample from the khammam town.
5. This project studied on the basic criteria of knowing the degree of satisfaction
RESEARCH METHEDOLOGY
The success of the analysis mostly depends on the methodology on which it is carried out. The
appropriate methodology will improve the validity of the findings.
Research Design:
Descriptive Research: Descriptive research includes survey and fact-findings enquire of
different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at
present.
Data Collection:
The study is based on the data collected through primary and secondary sources.
Primary Data:
An interview schedule was designed to collect primary data from various broadband users.
Secondary Data:
Secondary data was collected from journals, magazines, web sites and from other relevant
publications.
Sampling Design:
The sampling design mainly consists of the sample taken for the study along with the sample
size, sample frame and sampling method.
Sample Universe:
All customers using broadband connection was taken as the sample universe.
Sample Size:
From the universe, sample sizes of 100 customers were selected for the purpose of the study.
Sample Frame:
The customers were selected on a random basis from which the respondents were selected
based on convenience.
Sampling Method:
Convenience sampling was used, based on the willingness and availability of the respondents.
The study was conducted on consumers with different type of business.
Research period
The time for the project was limited to 45 days only (from 1-30 December). From this, 30 days
was spent for the collection of data.
CONSUMER PREFERENCE
CONSUMER
A consumer is an individual who purchase or has the capacity to purchase goods and services
offered for sale by marketing institutions in order to satisfy personal or household needs,
wants or desires. According to a statement made by Mahatma Gandhi, ‘consumer refers to
the following, “A consumer is the most important visitor on our premises. He is not
dependent on us. We are dependent on him. He is not an outsider to our business. He is part
of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an
opportunity to do so”. So consumer is like the blood of our business and also a satisfied
customer is a word of mouth advertisement of a product / services.
CONSUMER BEHAVIOUR
Consumer behaviour is the study of when, why, how, and where people do or do not
buy product. It blends elements form psychology, sociology, social anthropology and
economics. It attempts to understand the buyer decision making process, both individually
and in groups. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups, and
society in general.
CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from
where to purchase, and how much to purchase. In order to become a successful marketer, he
must know the liking or disliking of the customers. He must also know the time and the
quantity of goods and services, a consumer may purchase, so that he may store the goods or
provide the services according to the likings of the consumers. Now the whole concept of
consumer’s sovereignty prevails. The manufacturers produce and the sellers sell whatever the
consumer likes. In this sense, “consumer is the supreme in the market”.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behaviour affect the
demand for the basic raw materials, for the transportation, for the banking, for the
production; they affect the employment of workers and deployment of resources and success
of some industries and failures of others. Thus marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank ordering
of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they
provide. More generally, it can be seen as a source of motivation. In cognitive sciences,
individual preferences enable choice of objectives/goals.
The study of the consumer preference not only focuses on how and why consumers make
buying decision, but also focuses on how and why consumers make choice of the goods they
buy and their evaluation of these goods after use. So for success of any company or product
promotion it is very necessary to depart its concentration towards consumer preference.
CONSUMER PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world.
Perception is our sensory experience of the world around us and involves both the
recognition of environmental stimuli and actions in response to these stimuli. Through the
perceptual process, we gain information about properties and elements of the environment
that are critical to our survival. Perception not only creates our experience of the world
around us, it allows us to act within our environment.
Airtel is the “Total Telecom Provider” for India’s large enterprises. It harnesses the power of
alliances to combine with ownership of media and technologies to create business- enabling end-to-
end solutions. Aitrel work closely with its enterprise customers to uniquely address all their strategic
connectivity needs, by using a mix of applications and technologies.
Our entire organization is tailored to bring focus to our customers’ needs through a unique
multi-dimensional structure.
Airtel provide high quality post-implementation support through our customer services team.
Airtel end-to-end solutions are supported by global quality standards shaped by six sigma
methodologies and world-class customer care.
At airtel Enterprise Services, our philosophy is “Value creation” for our customers. Therefore, it
creates solutions that are flexible, scalable and robust. Airtel is technology neutral and customer
focused.
It has a blue-chip client list. And the largest enterprises in India are our customers.
Airtel Unveils New Youthful And Dynamic Global Identity
Announcing this, Mr. Sunil Bharti Mittal, Chairman and Managing Director, Bharti airtel
said, _Fifteen years ago Bharti airtel started its journey in India with a promise of delivering world
class and affordable services. Today, as we expand on the global stage, this new brand identity gives
us the opportunity to present a single, powerful and unified face to our customers, stakeholders and
partners round the world. It reinforces our promise to deliver innovative services and a superior
brand experience to our 200 million customers across Asia and Africa. From the birth of the brand
as a single city operation in India, airtel has truly gone global today with the creation of a single and
unified identity across the world.
The new face of airtel is youthful, international, inclusive and dynamic _ representing the journey
of the first Indian brand to go truly global. The new identity underlines airtel’s willingness to
embrace everything that is new. The red colour, which is an integral part of the brand, continues to
represent the energy and dynamism that has made airtel the success it is today. The new curved
addition to the logo is a symbol which will help ensure instant recognition across diverse
international markets. The airtel signature tune has also been refreshed by A R Rahman making it
youthful and dynamic in line with the new visual identity.
Like the earlier tune, which has made history as world’s most downloaded mobile music with over
150 million downloads the maestro has once again delivered a master piece.
The new tune retains the essence of the original but uses an inspiring musical style, with a universal
appeal, that will be loved by listeners the world over. The unveiling of the new identity also marks
the 200 million customers’ milestone for airtel. Airtel crossed 50 million customers in October 2007
and 100 million in May, 2009. The company added the next 100 million customers in just 18
months. This further cements airtel’s positions as one of world’s leading telecom companies. For its
customers in India, airtel also announced that it was on course to launch its 3G services by the end
of the year.
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a
diverse business portfolio and has created global brands in the telecommunication sector. Bharti has
recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the
cash & carry business. It has successfully launched an international venture with EL Rothschild
Group to export fresh agri products exclusively to markets in Europe and USA and has launched
Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world leader in financial
protection and wealth management.
Mobile Services-Airtel offer mobile services using GSM technology on 900MHz and
1800MHz bands, and are the largest wireless service provider in the country, based on the
Number of customers. 85,650,733 mobile customers accounted for a market share of 24.7% of
wireless market, as on December 31, 2008. Airtel offer post-paid, pre-paid, roaming and value
added services through our extensive sales and distribution channel covering 1,069,706 outlets.
Airtel network is present in 5,057 census towns and 401,882 non-census towns and villages in
India, thus covering approximately 79% of the country’s population Telemedia Services – Airtel
provide broadband (DSL) and telephone services (fixed line) in 95 cities with growing focus on
new media and entertainment solutions such as DTH and IPTV. We had 2,619,461 Customers as
on December 31, 2008 of which 37.9% were subscribing to broadband/internet services. Our
product offerings in this segment include supply and installation of fixed-line telephones
providing local, national and international long distance voice connectivity and broadband
Internet access through DSL.
The business unit owns a state of the art national and international long distance network
infrastructure enabling it to provide connectivity services both within India and connecting India
to the world. The national long distance infrastructure comprises of 90,205 kms of optical fibre,
over 1,500 MPLS and SDH POPs and over 1,250 POIs with the local exchanges, providing a
pan India reach. The international infrastructure includes ownership of the i2i submarine cable
system connecting Chennai to Singapore, consortium ownership of the SMW4 submarine cable
system and investment in capacities across a number of diverse submarine cable systems across
transatlantic and transpacific routes.
Corporate – This business unit delivers end to end telecom solutions to India’s large corporate. It
serves as the single point of contact for all telecommunication needs for corporate customers in
India by providing full suite of communication services across data, voice and managed services.
It specializes in providing customized solutions to address unique requirements of different
industry verticals; BFSI, IT, ITeS, Manufacturing and distribution, media, education, telecom,
Government and PSUs and retail among others.
Segment Revenue
13.89; 4% 2.55; 1%
28.61; 9%
6.02; 2%
Mobile service
Enterprise services- carriers
43.8; 14% passive infrastucture service
telemidia service
enterprise services-corporets
218.69; 70% others
“To make mobile communications a way of life to be the customers first choice”.
MISSION OF THE ORGANIZATION
The company will meets the mobile communication needs of their customer through
· Brand identity
· Cost efficiency
INNOVENTURING
To generate and implement enterprunial and innovate ideas which continuously creates new growth
engines.
CUSTOMERS FIRST
To provide delivery service beyond the expectations of the customer. The quality of the customer
PERFORMANCE CULTURE
The benchmark their process and performances against world class standards. To distinguish
VALUING PARTNERSHIP
Get committed to building exemplary relationship with partners who stand on the Principles of
VALUING PEOPLE
To mature as environment where people are respected and their uniqueness is valued. They believe
To get committed for making a positive and pro-active contribution to the community.
ETHICAL PRACTICES
They will uphold the highest ethical standard in all internal and external relationship.
customer needs:
MOBILLE SERVICES
Fun Unlimited
Voice unlimited.
AirTel messengers.
Mobile Plus
Dial a service.
Information Service.
Mobile Banking.
Anytime anywhere
Reach me.
Roaming.
GPRS
Call Management
Call Waiting.
Call Divert.
Others
Safe Custody.
Itemized Billing.
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti Enterprises, India's
leading integrated telecom service provider. With tariff defined with respect to location. With
following features:
AIRTEL POSTPAID:
AirTel postpaid connection offers enhanced full rate with distortion free high clarity voice . It
provides seamless, crystal clear non congested, easy accessible, network and finest 24 Hours
customer service facility.
Easy Billing
Caller Identification
Voice Mail
STD/ISD Facility
In developing a marketing strategy for products, the sellers have to confront the branding decision.
Brand is a major issue in product. Customers have strong preference for particular versions and brands of
basic goods and services. The manufactures eventually learn that market power lies with the brand name
companies. Consumers buying decisions are influenced by the brand.
Brand image is defined, as the set of association linked to the brand that customers hold in memory
positive brand image is associated with consumer locality customer beliefs about positive brand value and a
willingness to search for the brand. A positive brand image helps the customer to be favourable inclined to
words future brand promo notions and to resists competitors marketing activities Advertising plays an
important role in establishing a favourable brand image customer satisfaction with price promotions can
influenced brand image short-term price promotion decisions affects the brands long term future image.
Brand managers who wish to establish a value image for their brands must be careful to avoid price
promotion strategies that instead create a discount image for the brand.
on a sustained basis is perhaps the most potent key to build a brand that lasts. Unflinching orientation to
customer needs is the second key success factor. Customers (be it for industrial products or consumer goods
and services) across the world are more informed and, at the same time, becoming more individualistic in
their needs and far more demanding with the passage of time. Pro-active tracking of shifts in consumer
behavior, anticipating redefined or emerging customer needs, and then reacting in “real- time” are essential
to attract and retain customer loyalty — a key element of creating brand equity in the present situation.
Customizing the product (and communication of
advertising and promotion. This is not to say that advertising and promotion are less relevant. On the
contrary, with more choices and higher media clutter, businesses need to budget for an increasingly higher
spend on their brand promotion but this has to be undertaken in tandem with enterprise-wide
“reengineering” of the business philosophy and core design, production, and delivery operations for the
product itself.
The positive spin to this argument is that by first addressing the fundamentals, the enterprise itself
becomes more competitive. This can be the beginning of a virtuous cycle wherein brand equity continues to
increase as the enterprise sustains delivery of an appropriate product or service at an ever increasing value.
It is, however, crucial to note that in the years to come, not only will the cost of building a regional or a
national (or an international) brand will continue to rise but also the time taken to do so will be longer and
Brand image is defined, as the set of association linked to the brand that customers hold in memory
positive brand image is associated with consumer locality customer beliefs about positive brand value and a
willingness to search for the brand. A positive brand image helps the customer to be favourable inclined to
words future brand promo notions and to resists competitors marketing activities Advertising plays an
important role in establishing a favourable brand image customer satisfaction with price promotions can
influenced brand image short-term price promotion decisions affects the brands long term future image.
Brand managers who wish to establish a value image for their brands must be careful to avoid price
promotion strategies that instead create a discount image for the brand.
MARKETING STRATEGY ADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile phone service, Airtel. Besides print
advertising, the company had put up large no of hoardings and kiosks in and around Delhi. The objective
behind designing a promotion campaign for the ‘Airtel’ services is to promote the brand awareness and to
It is trying to set up a thematic campaign to build stronger brand equity for Airtel. Since the cellular phone
category itself is too restricted, also the fact that a Cellular phone is a high involvement product, price
doesn't qualify as an effective differentiator. The image of the service provider counts a great deal. Given the
Cell phone category, it is the network efficiency and the quality of service that becomes important. What
now the buyer is looking at is to get the optimum price-performance package. This also serves as an
effective differentiator Brand awareness is spread through the' campaigns and brand preference through
brand stature. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city,'
bearing just the company's name and without explaining what Airtel was. In the next phase the campaign
associated Airtel with Cellular only thereafter was the Bharti Cellular connection brought up. Vans with
Airtel logos roamed the city, handing out brochures about the company and its services to all consumers.
About 50,000 direct callers were sent out. When the name was well entrenched in the Delhiites’s mind, the
Airtel campaign began to focus on the utility of Cell phone. In the first four months alone Airtei's
As of today the awareness level Is 60% unaided. This implies that if potential or knowledgeable consumers
are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would
name Airtel. As for aided it -is 100% (by giving clues and hints etc.).
Brand strength of a product or the health of a brand is measured by the percentage score of the brand on the
above aided and the unaided tests. The figures show that Airtel is a healthy and a thriving brand.
Every company has a goal, which might comprise a sales target and a game plan with due regard to Its
competitor. Airtel 's campaign strategy is designed keeping in mind its marketing strategy. The tone, tenor
and the stance of the visual ads are designed to convey the image of a market leader in terms of its market
share. It tries to portray the image of being a "first mover every time" and that of a "market leader".
The status of the product in terms of its life cycle has just reached the maturity stage in India. It is
still on the rising part of the product life cycle curve in the maturity stage. The diagram on the left hand side
shows the percentage of the users classified into heavy, medium and low categories. The right hand side
shows the revenue share earned from the three types of users.
Airtel, keeping in mind the importance of the customer retention, values its heavy users the most
and constantly indulges in service innovation. But, since heavy users comprise only 15 - 20% of the
population the other segment cannot be neglected. The population which has just realised the importance of
cellular phones has to be roped in. It is for this reason that the service provider offers a plethora of incentives
and discounts. Concerts like the "Freedom concert" are being organised by Airtel in order to promote sales.
The media channel is chosen with economy in mind. The target segment is not very concrete but, there is an
The print advertisements and hoarding are placed in those strategic areas which most likely to catch the
attention of those who need a cellular phone. The product promise (which might cost different 1 higher) is
MARKETING OBJECTIVES
market share
Strategies
services.
distribution.
dealers.
customers.
MILESTONES
2010
Bharti Airtel acquires 70% stake in Warid Telecom, Bangladesh.
Bharti Airtel enters into a legally binding definitive agreement with Zain Group to
Bharti Airtel acquires the mobile operations of Zain in 15 African countries. Becomes
2009
Bharti Airtel launches its services in Sri Lanka (2G/3G network).
Bharti Wal-Mart launches first Cash & Carry Store under Best Price Moder
Wholesale brand.
2008
March: Bharti enterprises announce new apex level strategic organization structure.
February: Bharti group has an arrangement to buy 5.6% direct interest of Vodafone in
Bharti Airtel ltd. For US $ 1.6 Billion. Global money transfer pilot project launched in
January: Sunil B. Mittal chosen for this year’s Padma Bhushan Award. Bharti
September: The humble prime minister of India inaugurates the field fresh agri centre
June: Sunil B. Mittal is “CEO of the year” at the frost & sulliban Asia Pacific ICT
awards 2006 & Bharti Airtel bags “wireless service provider of the year” and
May: Jersey Telenet ltd subsidiary of Bharti Global, granted license to operate
2006
October: Bharti announces agreement with Vodafone marking the entry of the
September: Bharti wins Silver Trophy at the CII NATIONAL SIX SIGMA
AWARDS. Bharti tele ventures add another first by winning the prestigious “MIS
August: Bharti enterprises and AXA Asia Pacific Holdings ltd announce partnership
for a life insurance joint venture in India. Nokia and Bharti sign managed services and
GSM / EDGE expansion contract in USD 125 million deals. CNBC TV 18 and Airtel
bring India business leader awards 2005. Bharti delivers another first announces
July: Bharti gets “AAA / Stable” rating by CRISIL. Bharti tele ventures: revenue
exceeds Rs. 2500 Cores net profit for Q1 FY 06 crosses Rs.500 Corers for the first
time. Airtel chosen as “Most Preferred Mobile Service” by CNBC Awaaz Consumer
Awards.
June: Business week features Bharti Tele Ventures amongst the top technology
Companies in the world. Bharti tele ventures amongst top three companies in the latest
ET top 500 companies ranking. Bharti Tele Ventures is the “Indian Mobile Operator
of the year 2005”. Ericsson and Bharti sign managed capacity expansion contract for
Rural in India.
May: Sunil B. Mittal, chairman and managing director, Bharti enterprises gets “The
Best Asian Telecom CEO” Award. Bharti Tele Ventures is Asia’s “Best GSM
Carrier”.
April: Bharti tele ventures: FY05 net profit up 132%. Bharti celebrates its 23 circle all
January: Airtel becomes the first GSM Operator in the country to cross the 10 million
customer milestone.
2005
December: Bharti has been adjudged as India’s second best employer by Hewitt
associates. Airtel “Express Yourself” campaign wins two “Silvers” at the prestigious
AAAI Awards for brand campaign of the year and best advertising film, Amidst stiff
November: Sunil B Mittal, Chairman & Managing Director, Bharti Enterprises, is the
Ernst & young entrepreneur of the year 2004. Paul J Ostling & N R Narayan Murthy
September: Bharti tele tech introduces new standards of cordless telephony in India.
Bharti enterprises & DE rothschilds announce a 50-50 JV for export of fresh fruits
and vegetables.
Consumer Awards in Mumbai. This is 6th year in a row that Airtel has won the award in this category.
This year, the awards were based on an exhaustive consumer survey done by The Nielsen Company. Over
3,000 consumers, spanning 19 cities and 16 states in India, rated brands across different categories to choose
Bharti Airtel has received the prestigious Businessworld-FICCI-SEDF Corporate Social Responsibility
Awards 2009-2010.
Bharti Airtel rated as India’s Best Enterprise Connectivity Provider for 2009 at the Annual Users’
Choice Awards instituted by PC Quest.
Bharti Airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms
World Awards Middle East by Terrapin.
Airtel was rated as the ‘Strongest Brand’ in the Economic Times Brand Finance Brand Power
Rating 2009. It is the only Corporate Brand to be awarded the AAA rating
Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for Excellence in Public
Administration, Academics and Management.
Airtel ranked second in the Economic Times-Brand Equity Most Trusted Brand Survey 2009.
Bharti Airtel ranked India’s second most valuable company, by Business Today in 2009.
Bharti Airtel listed in Forbes Asia’s Fabulous 50 companies, 2009 on number sixth position.
Bharti Airtel was recognized as the ‘Service Provider of the Year’ and ‘Wireless Service Provider of
the Year’ at the Frost & Sullivan Asia Pacific ICT Awards 2009.
Bharti Airtel bagged the Best Carrier India Award and the Ovum Telco-Transformation Award at
the Telecom Asia Awards 2009.
Bharti Airtel was ranked sixth among the top 100 best performing technology companies in the
world, compiled by Business Week for the year 2009. The company is placed ahead of global
technology leaders like Apple (19), Microsoft (22) and Google (37) in this exclusive list.
Sunil Mittal received the Madras Management Association (MMA) Business Leadership Award for
2008-09 for revolutionising Indian telecom.
Bharti Airtel was selected as one of the top 10 winners of the IDC Enterprise Innovation IT Awards
2009 across APAC region for its BSS Transformation Project.
Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany).
Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the University of
Leeds, UK.
Bharti Airtel received the ‘Best Content Service’ Award for the Airtel-IFFCO Farmer Information
Dissemination Platform at the World Communications Awards in London.
Bharti Airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms
World Awards Middle East. Telecoms World is one of the flagship annual awards by Terrapin, one
of the leading business media organizations for international telecom carriers and service providers.
Bharti Airtel’s low cost computing device Airtel Net PC was recognized by Hindustan Times as one
of the ‘Top 9 Best Tech Products of 2009’.
Bharti Airtel has been ranked among six best performing technology companies in the world by
Business Week. Bharti Airtel was awarded the Most Preferred Cellular Service Provider Award
at the CNBC Awaaz Consumer Awards 2009.
Bharti Airtel has been awarded the NDTV Profit Business Leadership Award 2009
Telecom Sector. NDTV Profit Business Leadership Awards have been instituted to award
organizational excellence. The awards promise to acknowledge the best, the brightest and the most
dynamic of Indian organizations that have emerged leaders in their respective verticals.
COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market picking up the bulk of the high usage
premium clients. This is a very competitive industry with the two companies differentiating either on value-
added services or price. Airtel is perceived as the high quality provider and has a premium image. Essar, on
the other hand, is perceived as the lower end service provider. Airtel positions itself as the market leader on
the basis of the number of subscribers. Essar is trying to counter this by emphasising on the reach of its
network and the quality of its service. However, Essar is somewhat not been very successful largely due to
To promote themselves, both the players have been dependent on tactical advertising However, they have
restrained from using comparative advertising Hoardings have been a very popular medium for carrying the
advertisements Airtel has also been advertising on television using the Bharti Telecom name.
In our study the marketing strategy Airtel and Vodafone are involve. “Telecoms are rolling but like
never before and that 100 million marks does not look to far away. The mobile subscriber base crossed 65
million in sept-2005 and over 30% increase over the previous year.”
Indian cellular industry will roach will touch dollar 24 billion by the end of 2007.
Airtel 22% market share over 15 million mobile subscribers (Source:- cellular operators association
of India witnessed its highest ever net addition of 18 million mobile customers in a single quarters
Comparison .
Service
SrNo. Company No. Of Subscribers % Market Share %Growth Areas
25%
yes
no
75%
The above table chart interprets that 75% of the respondents use Airtel and 25% use another brand.
Network provider
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked their opinion about which is best network
Provider . 24% respondents were Strongly agree, 49% were Agree, 7% were Neutral, 16% were Disagree
Majority of the respondent satisfied with that Airtel best network provider.
The best offers
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked their opinion about Airtel is the best
offers occasionally To its provider . 25% respondents were Strongly agree, 37% were Agree, 18% were
Neutral, 13% were Disagree And 7% were strongly disagree.
Majority respondent like their occasionally offers & prefer it when they go to choose any mobile service.
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked Airtel is best customer care services. 25%
respondents were Strongly agree, 42% were Agree, 9% were Neutral, 17% were Disagree And 7% were
strongly disagree.
Majority of the respondent satisfied with that Airtel best network provider.
Cheapest service provider
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked Airtel is the cheapest service provider in
telecom industry? To its provider . 23% respondents were Strongly agree, 36% were Agree, 17% were
Neutral, 15% were Disagree And 9% were strongly disagree.
Majority of the respondent like Airtel toppings and they agree Airtel is cheapest service provider in telecom
Industry.
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked their opinion about Airtel maintains
effective relationship with its shareholders . 24% respondents were Strongly agree, 26% were Agree, 19%
were Neutral, 20% were Disagree And 11% were strongly disagree.
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked their opinion about Airtel sim card is
attractive. 21% respondents were Strongly agree, 41% were Agree, 12% were Neutral, 19% were Disagree
And 7% were strongly disagree.
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked are they think Airtel provides the fast
speed internet services. 28% respondents were Strongly agree, 43% were Agree, 14% were Neutral, 12%
were Disagree And 3% were strongly disagree.
By this interprets we i got maximum respondents were agree with that question.
Service provider in the telecom industry
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked are they think Airtel would be No.1
service provider in the telecom industry. . 20% respondents were Strongly agree, 42% were Agree, 16%
were Neutral, 15% were Disagree And 7% were strongly disagree.
With the result of this interprets its clear majority of respondents satisfied and like Airtel’s services.
16% 3% 10%
strongly agree
agree
32%
neutral
disagree
strongly disagree
39%
The above chart interprets that the when respondents were asked their opinion about Airtel maintains the
harmony between its employees. 10% respondents were Strongly agree, 32% were Agree, 39% were
Neutral, 16% were Disagree And 3% were strongly disagree.In this interprets majority of respondents
Social corporate responsibility
Q11: Airtel also gives the attention on the Social corporate responsibility?
22% 1% 26%
RELIANCE
BSNL
vodafone
Idea
10%
Any other
41%
The above chart interprets that the when respondents were asked their opinion about Airtel also gives the
attention on the Social corporate responsibility. 15% respondents were Strongly agree, 30% were Agree,
25% were Neutral, 20% were Disagree And 10% were strongly disagree.
Q12: Airtel provides the information about each of services such as information regarding balance,
messages and call rates etc?
22% 1% 26%
RELIANCE
BSNL
vodafone
Idea
10%
Any other
41%
The above chart that the when respondents were asked their opinion about Airtel’s gives information abt its
services . 31% respondents were Strongly agree, 40% were Agree, 16% were Neutral, 8% were Disagree
And 5% were strongly disagree.
In this facility airtel costumers fully satisfied and agree with that question.
Q13: When you buy the Sim card of any company then what do you have in your mind or what you see?
22% 1% 26%
RELIANCE
BSNL
vodafone
Idea
10%
Any other
41%
The above chart interprets that 21% of respondents choose service quality when they buy the sim card, 36%
Majority of respondents saw the call rate when they buy the sim card.
Biggest competitor
22% 1% 26%
RELIANCE
BSNL
vodafone
Idea
10%
Any other
41%
The above chart interprets that Vodafone is the biggest competitor of Airtel with 41%, second is Reliance,
Third is idea with 22% then BSNL and any other with 10% and 1%.
The biggest threat
Q15: According to you which would be the biggest threat for the Airtel in the future?
9% 16%
6%
vodafone
20% BSNL
Airtel
idea
Any other
50%
The above chart interprets that the biggest threat for the Airtel in the future is to retain its customer in the
future with 26% and to add the new coustmers also is big threat with 23% same as first. Other threats are
equally same .
9% 16%
6%
vodafone
20% BSNL
Airtel
idea
Any other
50%
The above chart interprets that according to respondents Airtel provides maximum profit to its retailers
Because 67% of respondents select Airtel for maximum profit to its retailers, then Vodafone and others.
Best in providing
9% 16%
6%
vodafone
20% BSNL
Airtel
idea
Any other
50%
The above chart interprets that maximum respondents like connectivity of Airtel then other an prefer airtel
For connectivity.
Q18: If you get the opportunity to be the investor of any company then which company’s investor you
would like to be?
9% 6% 16%
vodafone
20% BSNL
Airtel
idea
Any other
50%
The above chart interprets that 50% respondents prefer Airtel for investment ,20% in BSNL ,15% in
Vodafone and remaining in others.
When I study the consumer preference toward Airtel. I know that it is very important for the industry to
know the consumer preference and perception. Because if the industry not know the preference than they not
provide the better services. In this study I find the various things which are important for the consumer in
related to internet service. Findings of the study is follow.
2. The most of the respondent are belong to the age group 20 to 25.
7. Through my survey I observed that most of the customers are using STD
pack.
CONCLUSION
When we will discuss the Consumer preference . We found that the customer is satisfied with his service.
We know that the switching cost is very low in this sector. So every provider wants to attract the most of the
existing and new customer.
SUGGETIONS
Airtel should continue to offer the best toppings to stay at the top.
Pavlos A. Vlachos,et al, (2008) "Determinants of behavioral intentions in the mobile internet services
market", Journal of Services Marketing, Vol. 22 Iss: 4, pp.280 – 291
Luca Petruzzellis, (2010) "Mobile phone choice: technology versus marketing. The brand effect in the
Italian market", European Journal of Marketing, Vol. 44 Iss: 5, pp.610 – 634
Hans Kasper,et al, (2010) "Coping with confusion: The case of the Dutch mobile phone market",
Managing Service Quality, Vol. 20 Iss: 2, pp.140 – 160
Torsten J. Gerpott, (2010) "Communication behaviors and perceptions of mobile internet adopters,
Journal of Marketing", info, Vol. 12 Iss: 4, pp.54 – 73
www.airtelworld.com
www.bhartiteleventures.com
www.researchandmarket.com
www.info-shop.com
www.smartmobs.com
www.yahoosearch.com
QUESTIONNAIRE:
NAME: ……………………………………
OCCUPATION:
Student [ ] Other [ ]
Below Rs10,000 [ ]
6. Airtel maintains
effective relationship
with its shareholders.
7. Airtel is attractive in
selling the sim card.
Thank you