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LINKEDIN: https://www.linkedin.com/in/sumit-goyal11/
The objective behind this research project is to study the Different Marketing strategies which are used by Bharti Airtel to Survive in the highly competitive
Telecommunications market and different products and services which are offered by Bharti Airtel.
This project is aimed at understanding the “Marketing strategies of Airtel” and its impact on the perception of Airtel Customers.
I hope that the research Project made by me will be of great help to get comprehensive knowledge about Airtel.
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LINKEDIN: https://www.linkedin.com/in/sumit-goyal11/
The objective behind this research project is to study the Different Marketing strategies which are used by Bharti Airtel to Survive in the highly competitive
Telecommunications market and different products and services which are offered by Bharti Airtel.
This project is aimed at understanding the “Marketing strategies of Airtel” and its impact on the perception of Airtel Customers.
I hope that the research Project made by me will be of great help to get comprehensive knowledge about Airtel.
Read more
Marketing
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1. 1. PROJECT REPORT ON MARKETING STRATEGIES OF BHARTI AIRTEL Submitted by: Sumit Goyal BBA 6th Semester Roll Number 18044773
Submitted to: Prof. Subhpreet Kaur GHG Khalsa College, Sudhar (Ludhiana) P.G DEPARTMENT OF COMMERCE & MANAGEMENT G.H.G KHALSA
COLLEGE, GURUSAR SADHAR (AFFILATED TO PANJAB UNIVERSITY, CHANDIGARH)
2. 2. ACKNOWLEDGEMENT I express my deep sense of gratitude and indebtedness to Prof. Jaswant Singh, Principal and Prof. Tejinderpal Singh, H.O.D, P.G.
Department of Commerce & Management of G.H.G Khalsa College, Gurusar Sadhar, for the encouragement given to me to complete the project and for the
facilities provided to me throughout the project. I am deeply thankful to Ms. Subhpreet Kaur (Incharge) for her encouragement, affections, valuable guidance
and kind cooperation that helped me to complete this project successfully. My special thanks to all respondents, without their co-operation my research would
not be realistic. And last but not the least my Classmates for their valuable comments and suggestions for making this Project a cherishable experience for me.
-Sumit Goyal
3. 3. CERTIFICATE I, Sumit Goyal, Roll no. 18044773 certify that the Project Report (BBA) titled “A Study of Marketing Strategies of Airtel” is done by me
and it is an authentic work carried out by me at G.H.G Khalsa college. The matter embodied in this project work has not been submitted earlier for the award
of any degree or diploma to the best of my knowledge and belief. Signature of the Student Date: Place: Sudhar (Ludhiana) Certified that the Project Report
(BBA) entitled “A Study of Marketing Strategies of Airtel” done by Sumit Goyal, Roll no. 18044773 is completed under my guidance. Signature of the Guide:
Name of the guide: Prof.Shubhpreet Kaur
4. 4. PREFACE In the present scenario, Marketing and sales is a major challenge for seasoned professional. And it is no surprise that Marketing is a tough
concept to understand. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and societyat large. The project report consists of detailed Study of “MARKETING STRATEGIES OF AIRTEL” A
sincere effort has been made to analyze Overall working pattern of Mobile Services by the Operator. The report further provides information regarding Bharti
Airtel, its financial position, infrastructure with its product and services offered by them, , Pricing Policy and Promotion and also Distribution Policy of Airtel.
It is very important that trained marketing professionals who are able to communicate specific features of the services while selling the products. In the
millennium all these activities would play a crucial role in the overall development and maturity of the organization. I hope that the research work made by me
will be of great help to get the comprehensive knowledge of the organization.
5. 5. EXECUTIVE SUMMARY The present business scenario is totally customer oriented. Each company faces stiff competition from its competitors, each
provides the best services at competitive rates. As a result, customer has lot of choices to get the best with least cost. To face this competition, it is very
important to know customer’s behavior towards different products and services. This projectis aimed at understanding the “Marketing strategies of Airtel” and
its impact on the perception of Airtel Customers. Research has showed that it is far more costly to win a new customer than it is to maintain an existing one,
and there is no better way to retain a customer than to exceed his expectations. For this purpose, it is essential to know the level of customer satisfaction. The
focus of my research was the measurement of customer satisfaction level for the services provided by Bharti Airtel. I collected the feedback from the
Consumers to get their suggestions about the other products. Finally, the results of this research verifies the fact that keeping the customer satisfied is the best
strategy to not only retains the existing customers but also to expand the business to new horizons.
6. 6. TABLE OF CONTENTS OBJECTIVE OF THE STUDY ····························································· 1
INTRODUCTION············································································ 2 MAJOR CHANGES IN INDIAN TELECOM MARKET
······························· 4 CURRENT MARKET SITUATION ······················································· 6 TELECOM REGULATORY AUTHORITY
OF INDIA (TRAI) ······················· 7 LITERATURE REVIEW···································································· 9 ABOUT AIRTEL
···········································································15 DIFFERENT PRODUCTS & SERVICES BY AIRTEL ································ 19
TARIFF·······················································································24 SALES DEPARTMENT AND
STRATEGY·············································25 MARKETING STRATEGY ADOPTED BY BHARTI AIRTEL ···············27 DIFFERENT
STRATEGIES ······························································· 28 SEGMENTATION, TARGETING, POSITIONING STRATEGY OF AIRTEL ·····29
LOGOS USED BY AIRTEL TILL NOW ················································30 PRODUCT POLICY AND PLANNING
·················································32 AIRTEL’S PRICING STRATEGY························································33 PROMOTIONAL
STRATEGY···························································· 34 DISTRIBUTION STRATEGY OF AIRTEL ·············································36
RESEARCH METHODOLOGY ··························································37 OBJECTIVES OF THE STUDY
··························································38 LIMITATIONS ··············································································39 SAMPLING
TECHNIQUE·································································40 DATA ANALYSIS & FINDINGS ························································41
SWOT ANALYSIS ·········································································45 CONCLUSION
··············································································48 BIBLIOGRAPHY ···········································································49
ANNEXURE·················································································50
7. 7. OBJECTIVE OF THE STUDY The objective behind this research project is to study about the importance and development of telecommunication industry
in today’s scenario. To understand the Different Marketing strategies which are used by Bharti Airtel to Survive in highly competitive Telecommunications
market and different services which are offered by Bharti Airtel. An overview of the Indian telecommunication market is also given, along with the growing
LTE Market and challenges posed by strong competitors in India. A brief introduction about Bharti Airtel has also been given, covering all the Products and
services provided by Bharti Airtel. It also includes Indian market study, Bharti Airtel Corporate Study. Under this research project following points about
Bharti Airtel are being covered: Market Situation Product Policy and Planning Competitive Situation Market segmentation Positioning Pricing Policy
Promotional Strategy
8. 8. INTRODUCTION Telecommunication is the transmission of messages over significant distances for the purpose of communication. In the modern age of
electricity, telecommunications has involved the use of electric means such as the telegraph and telephone, microwave communications and fiber optics.
Telecommunication services have been recognized world-over as an important tool for socio-economic development of a nation. It is one of the prime support
services needed for rapid growth and modernization of various sectors of the economy. The telecommunication industry is vast and offers a wide range of
career opportunities on both the hardware and software fronts. These prospects include functional jobs in mobile telephony internet protocol media systems,
wireless communications, GSM, GPRS and CDMA technology, VoIP, data networks and optical networks amongst others. Indian telecommunication sector
has undergone a major process of transformation through significant policy reforms. Driven by various policy initiatives, the Indian telecommunication sector
witnessed a complete transformation in the last decade. It has achieved a phenomenal growth during the last few years and is poised to take a big leap in the
future also. Telecommunications in India India's telecommunication network is the second largest in the world by number of telephone users (both fixed and
mobile phone) with 1179.49 million subscribers as on 31 February 2021. It has one of the lowest call tariffs in the world enabled by Some mega telecom
operators and hyper-competition among them. India has the world's second-largest Internet user-base with 747.41 million broadband internet subscribers in the
country. Today it is the fastest growing market in the world with 8.35 million monthly additions. Major sectors of the Indian telecommunication industry are
telephone, internet and television broadcast industry in the country.
9. 9. Telephone density in the country which is in an ongoing process of transforming into next generation network. The access network, which connects the
subscriber to the core, is highly diversified with different copper-pair, optic-fibre and wireless technologies. DTH, a relatively new broadcasting technology
has attained significant popularity in the Television segment. The introduction of private FM has given a fillip to the radio broadcasting in India.
Telecommunication in India has greatly been supported by the INSAT system of the country, one of the largest domestic satellite systems in the world. India
possesses a diversified communications system, which links all parts of the country by telephone, Internet, radio, television and satellite. Indian telecom
industry underwent a high pace of market liberalisation and growth since the 1990s and now has become the world's most competitive and one of the fastest
growing telecom markets. Telecommunication has supported the socioeconomic development of India and has played a significant role to narrow down the
rural-urban digital divide to some extent. It also has helped to increase the transparency of governance with the introduction of e-governance in India. The
government has pragmatically used modern telecommunication facilities to deliver mass awareness programmes for the rural folk of India. According to
London-based telecom trade body GSMA, the telecom sector accounted for 6.5% of India's GDP in 2015, or about ₹9 lakh crore (US$130 billion), and
supported direct employment for 2.2 million people in the country. As per GSMA, India is on its way to becoming the second-largest smartphone market
globally by 2025 with around 1 billion installed devices and is expected to have 920 million unique mobile subscribers by 2025 which will include 88 million
5G connections. The liberal and reformist policies of the Government of India have been instrumental along with strong consumer demand in the rapid growth
in the Indian telecom sector. The Government has enabled easy market access to telecom equipment and a fair and proactive regulatory framework, that has
ensured availability of telecom services to consumer at affordable prices. The country is divided into multiple zones, called circles (roughly along state
10. 10. boundaries). At present, there are 22 such Telecom Circles in India. Private-sector and two state-run businesses dominate the telephony segment. Most
companies were formed by a recent revolution and restructuring launched within a decade, directed by Ministry of Communications and IT, Department of
Telecommunications and Minister of Finance. The industry has witnessed exponential growth over the last few years primarily driven by affordable tariffs,
wider availability, roll-out of Mobile Number Portability (MNP), expanding 3G and 4G coverage, evolving consumption patterns of subscribers and a
conducive regulatory environment. The deregulation of Foreign Direct Investment (FDI) norms have made the sector one of the fastest growing and the top
five employment opportunity generator in the country. Foreign Direct Investment policy which increased the foreign ownership cap from 49% to 100%.
Telecom tower in India is set to boom as its tenancy ration will increase exponentially due to the expansion of 3G and 4G and the onset of 5G technologies.
5G is set to be a game changer for the telecom industry and is expected to yield enormous economic opportunities over the next three to five years. India has
the potential to unlock $48.69bn through the deployment of 5G over the next four years. MAJOR CHANGES IN INDIAN TELECOM MARKET Post starting
of the commercial operation of Reliance Jio in September 2016, the telecom market saw a huge change in terms of falling tariff rates and reduction of data
charges, which changed the economics for some of the telecom players. This resulted in exit of many smaller players from the market. Players like Videocon
and Systema sold their spectrum under spectrum trading agreements to Airtel and RCOM respectively in 2016. In February 2017, Telenor India announced
that Bharti Airtel will take over all its business and assets in India and deal will be completed in 12 months timeframe. In May 2018, Department of Telecom
approved the merger of Telenor India with Bharti
11. 11. Airtel paving the way for final commercial closing of the merger between the two companies. Telenor India has been acquired by Airtel almost without any
cost. In October 2017, Bharti Airtel announced that it would acquire the consumer mobile businesses of Tata Teleservices Ltd in a debt-free cash-free deal.
Reliance Communications had to shut down its 2G and 3G services including all voice services and only offer 4G data services from 29 December 2017, as a
result of debt and a failed merger with Aircel. In February 2019, the company filed for bankruptcy as it was unable to sell assets to repay its debt. It has an
estimated debt of ₹ 57,383 crore against assets worth ₹18,000 crore. After bankruptcy of Rcom, Aircel also shut down its operations in many unprofitable
circles including, Gujarat, Maharashtra, Haryana, Himachal Pradesh, Madhya Pradesh and Uttar Pradesh from January 2018. Aircel filed for bankruptcy in the
National Companies Law Tribunal (NCLT) in Mumbai due to huge competition and high levels of debt. Vodafone and Idea Cellular completed their merger on
31 August 2018, and the merged entity is renamed to Vi. The merger created the largest telecom company in India by subscribers and by revenue, and the
second largest mobile network in terms of number of subscribers in the world. Under the terms of the deal, the Vodafone Group holds a 45.1% stake in the
combined entity, the Aditya Birla Group holds 26% and the remaining shares will be held by the public. However, Vi lost a significant number of gross and
active subscribers in the month of August 2020 after the merger. On 24 October 2019, the Government of India has announced revival package for BSNL and
MTNL which includes monetising assets, raising funds, TD-LTE spectrum, voluntary retirement scheme for employees. Apart from package, the Ministry of
Communications has decided to merge MTNL with BSNL. After this, MTNL became a subsidiary of BSNL. With all this consolidation, the Indian mobile
market has turned into a four- player market, with Jio as the number-one player, with a market share of 35%, Airtel India in second position, with market share
of 29.8% and Vi, with revenue market share of 24%. The government operator BSNL (incl. MTNL) is in the distant 4th
12. 12. position, with an approximate market share of 10.4%. CURRENT MARKET SITUATION The Indian mobile market has turned into a four-player market,
with Jio as the number-one player, with revenue market share of 34.9%, Airtel India in second position, with revenue market share of 28% and Vi, with
revenue market share of 27%. The government operator BSNL/MTNL is in the distant 4th position, with an approximate market share of 11%. So, The
dominant players are Vi, Airtel, Jio, and BSNL. The increase in Reliance Jio's subscriber base is largely at the cost of Vodafone Idea Ltd, whose subscriber
market share has declined consistently in last two years while Airtel has been able to hold its market share. Airtel is India’s Largest Mobile Telecom Operator
in terms of Active Users. According to Visitor Location Register (VLR), a key metric reflecting the number of active subscribers on a mobile network, showed
that 97.47% of the users were active for Bharti Airtel, 90.61% for Vi and 78.16% for Jio.
13. 13. TELECOM REGULATORY AUTHORITY OF INDIA (TRAI) The entry of private service providers brought with it the inevitable need for independent
regulation. The Telecom Regulatory Authority of India (TRAI) was, thus, established with effect from 20th February 1997 by an Act of Parliament, called the
Telecom Regulatory Authority of India Act, 1997, to regulate telecom services, including fixation/revision of tariffs for telecom services which were earlier
vested in the Central Government. TRAI's mission is to create and nurture conditions for growth of telecommunications in the country in a manner and at a
pace which will enable India to play a leading role in emerging global information society. One of the main objectives of TRAI is to provide a fair and
transparent policy environment which promotes a level playing field and facilitates fair competition. In pursuance of above objective TRAI has issued from
time to time a large number of regulations, orders and directives to deal with issues coming before it and provided the required direction to the evolution of
Indian telecom market from a Government owned monopoly to a multi operator multi service open competitive market. The directions, orders and regulations
issued cover a wide range of subjects including tariff, interconnection and quality of service as well as governance of the Authority. The TRAI Act was
amended by an ordinance, effective from 24 January 2000, establishing a Telecommunications Dispute Settlement and Appellate Tribunal (TDSAT) to take
over the adjudicatory and disputes functions from TRAI. TDSAT was set up to adjudicate any dispute between a licensor and a licensee, between two or more
service providers, between a service provider and a group of consumers, and to hear and dispose of appeals against any direction, decision or order of TRAI.
TRAI Structure  TRAI shall have, in addition to its chairman, at least two full-time members and not more than two-part members, all appointed by the
Central Government.  The members should have special knowledge of, or professional experience in telecom, industry, finance, accountancy, law,
management and consumer affairs.  Only those senior or retired Govt. officers can be appointed as members who have served for at least three years as
secretary/additional secretary to the Union or State Govts.
14. 14. Powers and Functions of TRAI The Powers and Functions of TRAI are mainly:  To recommend the need for and timing of introduction of new service
providers and terms and conditions of the license to a service provider;  To ensure technical compatibility and inter-connect between different service
providers and regulate their revenue-sharing arrangements;  To ensure compliance with terms of license and revaluation of the same for non- compliance; 
To lay down and ensure a time period for providing long-distance and local distance circuits;  To facilitate competition and promote efficiency in operations
to promote the growth of telecom services;  To protect consumers’ interest, monitor quality of services, inspect equipment used in networks and make
recommendations about such equipment;  To maintain a register of interconnect agreements and keep it open for inspection and to settle disputes among the
service providers in this respect;  To give advice to the government on any matter related to the telecom industry. Levy fees and charges for services and,
ensure that universal service obligations are complied with; and  To perform any such other administration and financial function as may be entrusted to it by
the Central Government.
15. 15. Literature Review Marketing Strategies Marketing strategy represents a key element of success for organizations. Executing an effective marketing
strategy is just as important as conceptualizing and creating it. Through marketing strategy implementation firms employ scarce resources through marketing
capabilities in order to attain the set goals and targets. In order to illustrate the value of marketing strategy and the process of implementation a detailed
literature review was performed. A total of (Number of Studies Depending On the References Count, After Employee Deletion) studies on the topic of
marketing strategy have been examined. The meta-analysis uncovers two distinct but related features to marketing strategy content: marketing strategy
decisions and marketing strategy decision implementation. The literature also suggests there is a relationship of marketing strategy, and marketing mix
elements on organizational performance, and emphasizes a further need to perform conceptual and empirical studies. The originality and value of the review
lies in the fact that marketing strategy has been analyzed both in terms of its outcomes and as a process that does not yield satisfactory results without effective
implementation. Company marketing strategy is an important and crucial constituent for the global market. Marketing strategies can vary from country to
country, brand to brand and organization to organization. In order to achieve a satisfactory and adequate marketing strategy which has a positive outcome on
global and overall firm success, the marketing department within a company should bear in mind all the different marketing mix strategies that can influence
the comprehensive result and the cumulative firm success. When launching a product into foreign markets companies can use a conventional marketing mix or
adapt the existing marketing mix, to satisfy the country they are carrying out their business activities in. the link between standardization/adaptation and
company performance is complicated and possibly influenced by other factors (Shilke, Reiman, Thomas, 2009, Solberg, Durrieu, 2008). It should be
emphasized that the influence of standardization/adaptation decisions of international marketing strategy on company performance is named also as one of the
most topical research objects of international business (Griffith, Cavusgil, Xu, 2008). Therefore inconsistent results of empirical research works and limited
research contexts confirm that the link between standardization/adaption decisions of international marketing strategy and company performance are a topical
object of scientific research
16. 16. (Ryans, Griffith, White, 2003, Theodosiou, Leonidou, 2003). The Conceptof Marketing Strategy Marketing strategy is a significant driving force that
distinguishes the success of many organizations not only by well-developed marketing strategies outlining where, when, and how the firm will compete but
also by their ability to execute the marketing strategy decision options chosen (e.g. Day and Wensley 1988; Varadarajan 2010). The appropriate and effectively
implemented marketing strategies are required to productively guide the deployment of the limited available resources via the firm’s marketing capabilities in
pursuit of desired goals and objectives (Black and Boal 1994; Varadarajan and Clark 1994). The literature reveals two distinct but related features to marketing
strategy content: marketing strategy decisions and marketing strategy decision implementation. Hence, decision makers responsible for the marketing strategy
must select which available resources the firm should deploy, where to deploy them appropriately, and set and signal priorities in terms of achieving the
various goals and objectives of the firm (Slater 1995). These marketing strategies toward firm performance may be either formal, top-down strategies
(Varadarajan and Clark 1994) or emergent or improvisational strategies (Moorman and Miner 1998). A firm’s marketing strategy content therefore involves
explicit or implicit decisions regarding goal setting, target market selection, positional advantage to be pursued, and timing to attain firm performance (e.g.,
Day 1994; Varadarajan 2010). MARKETING MIX Marketing Mix is a strategy which a company uses to formulate a product/service offering for its
customers. Marketing mix strategy is created using the 4Ps of marketing - Product, Place, Price, Promotion and 7Ps in case of service- Physical Evidence,
People, Process. The term is attributed to Neil Bordon. The term is named because it suggest how a marketer mixes various elements (Product, Price, Place,
Promotion etc.) in order to make a relevant/just right offering to the customer. The main objective of marketing mix strategy is to make the right product at
correct price at the right place with right promotion. The marketing mix is considered to be one of the most important aspects of the marketing process. It
plays a significant role in creating value and satisfaction for the customer. In particular, the marketing mix or 4Ps (product, price, promotion, and place)
operates as the main forces when it comes to meeting the
17. 17. demands of customer and creating a long, profitable relationship with them. In fact, the traditional theoretical framework with regard to the
implementation of marketing- management process activities is based on the concept of the marketing mix (Festa, Cuomo, Metallo, & Festa, 2016). This
strategy has been one of the popular marketing topics in business. Following are the various elements in the marketing mix. There are two types of marketing
mix-Product Mix (4Ps) and Service Mix (7Ps). PRODUCT MIX When a company is offering products or goods, it comes under the purview of the product
marketing mix. It talks about the product strategies, pricing strategies, place where the products are distributed and promotional strategies. Elements of a
product mix can be explained in detail as below: 1) Product : It is the main part of the offering, the product itself. It is most important aspect of the mix.
Product is something which has some functional value and can be used by the customer to achieve something. A marketer needs to define his product very
carefully thinking about its value, its USP, features, competition etc. Kotler and Armstrong describe a product as “ . . . anything offered to a market for
attention, acquisition, use, or consumption that might satisfy a need or want.” On the contrary, a service can be defined as “. . .any activity or benefit that one
party can offer to another that is essentially intangible and does not result in ownership of anything” (Kotler & Armstrong, 2012). 2) Price : Pricing the second
most important element in our marketing mix. This is value we will get in exchange for our product. This is what the customer will pay in return for the utility
of the product. Pricing is mainly determined by the cost of the product and also how much the customer would be willing to pay. If we price it too high no one
buys, if we price it too low, company makes losses. So we have to devise the right pricing strategy to make the mix perfect. It is affected by the purchasing
power of the customer and considered to be the critical element in the buying decision. Price can be defined briefly as the amount the consumer must exchange
to receive an offering (Singh, 2012). Various factors affect the pricing strategy of
18. 18. an organization, including the cost of materials, product differentiation, competition level, market share, and the customer’s perceived value of the product
(Davenport & Harris, 2007). The product’s price in the SME sector in Al Buraimi is affected by many factors such as the total cost, the profit margin, the
product lifecycle, regulations, economic policies, and so on. 3) Place: Also called the Distribution. If we are making a product as the right price, that is not
enough, we need to make it available at the right place too. The customer mostly would not come to you until and unless our product and price is unbeatable.
The product needs to be where customer is likely to buy. If we are soft drink manufacturer and the product is not available in grocery stores, supermarkets,
restaurants etc. then the first two elements are of no use and the offering fails. 3) Promotion : Also referred to as Communication about the product. This is the
4th element in marketing mix which means the communication done about the product to the customer. Advertising on TV, print and digital media would come
under promotion. The promotion concept includes all marketing activities used to inform, persuade, and remind the target market about a firm and its products
or services, in such a way as to build a favorable image in the mind of the customer (Sidhanta & Chakrabarty, 2010). In the same context, Kotler and
Armstrong (2012) defined promotion as human activities based on a communication process that can be directed via personal selling points or indirectly via
advertising messages through the media. Thus, the 4Ps are valid for every company, whether it is a product or a service company.
19. 19. The above image shows the 4Ps of the marketing mix SERVICE MIX In case of a service brand like a restaurant, telecom service, hospitality etc, there are
additional points apart from the 4Ps. The additional Ps i.e. physical evidence, people and processes are collectively known as the service marketing mix. These
can be described as below: 5) Physical Evidence : A service is intangible but there has to be a reassurance to the customer that service happened. It can be a
receipt of a service or may be an invoice. Physical evidence should be positive meaning that customer should be assured that service completed as expected. 6)
People : These are the employees which help deliver the service e.g. delivery boy or a cab driver. They may become the face of the service hence are very
important that is why very important to chose right people. 7) Process : The steps undertaken for completion/delivery of the service. The process is very
crucial. The process should not only consist of the positive path but should also should consider the negative paths to address issues in the service delivery. e.g.
Complain management, reverse supply chain etc. All these help in understand the marketing mix for a service based business. REVIEW OF EXISTING
LITERATURE Business Standard (2012) states that plagued by increasing competition, the telecom industry is adding more and more inactive subscriber,
leading to saturation in the industry. Increasing price competition and aggressive customer acquisitions by the telecom operators could lead to saturation in the
telecom industry, with the pace of subscriber addition not likely to be as strong as before, points out a recent report on the sector by rating agency ICRA.
Myilswamy, Ratheesh Kumar (2013) find that the postpaid and prepaid customer prefer to use Airtel mobile service because of the features, Rent, Tower
coverage, Talk time, Advertisement and Corporate schemes. Finally the study suggests that by paying special attention on these factors develop the business
by satisfying the consumers. Zafar (2013) examines the impact of the mobile service attributes like call rates, service
20. 20. quality, service availability; promotion and brand image of both the gender’s purchasing decision. The result reveals that the male and female consumers
have different preference in making the purchase decision to the avail mobile service. The study also discovers that the female consumers are tough to satisfy
than the male consumers. Bansal & Bansal (2013) study revealed that most of the respondents were satisfied with their current service provider but still some
respondents want to shift their service provider. Call charges wasthe main reason of changing the service provider followed by poor network and poor
customer care service. Ratnesh & Kansal (2013) identified that customers’ loyalty and foster recommendation (positive word of mouth) are depending on
mainly four factors, i.e. customized value-added services, convenience, network coverage and call tariff. Customers’ satisfaction with call rates is significantly
related with family income of users and availability of customer store is significantly related with age of users. Bhargav, A. et al. (2014) investigated the gap
between customers’ expectations and perceptions in telecom sector. The primary data was collected with the help of a consistent questionnaire of service
quality. Zohaib Ahmad and Junaid Ahmad (2014) in their study titled “Consumer Purchase Behavior in Cellular Service Sector” says that the dominant factors
quality, price, promotions, and social factors reflects the latest buying behavior of people or not. The study reveals that the P. Vijay et. al., / International
Journal of Management Research & Review Copyright © 2016 Published by IJMRR. All rights reserved 1388 social factor is the most dominating factor
which determines the purchase behavior and basically reflects the societal image of the consumers.
21. 21. About Airtel (Bharti Airtel Ltd.) Bharti Airtel Limited is Indian multinational telecommunications services company, founded by Sunil Bharti Mittal in the
year 1995. Bharti Airtel Limited is a leading global telecommunications company with operations in 18 countries across Asia and Africa. Headquartered in
New Delhi, India, the company ranks amongst the top 3 mobile service providers globally in terms of subscribers. In India, the company's product offerings
include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed home broadband, DTH, enterprise services including national &
international long distance services to carriers. Airtel had also rolled out its VoLTE technology across all Indian telecom circles. It is the 2nd largest mobile
network operator in India and the 2nd largest mobile network operator in the world with over 457.96 million (45.79 crore) subscribers and 355 million
subscribers in India. Bharti Airtel services under the Airtel brand and is governed by Sunil Bharti Mittal. Airtel's equipment is provided and maintained by
Ericsson, Huawei, and Nokia Networks whereas IT support is provided by Amdocs. The transmission towers are maintained by subsidiaries and joint venture
companies of Bharti including Bharti Infratel and Indus Towers in India. Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification.
It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai,
with a connection to Singapore. The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 cities in India. The
company is structured into different strategic business units - Mobile, Digital Tv, Telemedia, Enterprise. Bharti Airtel offers GSM mobile services in all the 22
telecom circles of India. Digital TV business provides DTH Tv services in India. The
22. 22. Enterprise business gives end to end telecom solution to corporate customer and national and international long distance services to Telco’s. Airtel is listed
in Bombay Stock exchange Limited (BSE) and National Stock Exchange of India Limited (NSE). Founder & Chairman Bharti Enterprises International
PresenceofAirtel: Airtel is the one of the largest mobile operators in the world in terms of subscriber base and has a commercial presence in 18 countries and
the Channel Islands. In The Indian Subcontinent: Airtel India In India, as Airtel Sri Lanka in Sri Lanka, as Robi in Bangaldesh. Airtel Africa, which operates in
15 African countries: Chad, Democratic Republic of the Congo, Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Rwanda, Seychelles,
Tanzania, Uganda and Zambia.
23. 23. Corporate Structure Of Airtel Bharti Airtel Ltd. introduced a new corporate structure in 2021, to focus on four businesses - Digital, India, international and
infrastructure businesses distinctly.  Airtel Ltd. will hold all of its telecom businesses (mobile, broadband, and enterprise), Airtel Payments Bank will remain
as a separate entity under the parent.  Bharti Telemedia Ltd., the 100% arm operating DTH services, will sit alongside Airtel Ltd. for now but will eventually
merge with it.  All of the company’s infrastructure businesses (Nxtra and Indus Towers) and international businesses will continue to remain in separate
entities as they are currently. This will now house all of the digital assets spanning Wynk Music, Airtel X stream, Airtel Thanks, Airtel Ads, Airtel IQ, Airtel
Secure, Airtel Cloud and all future digital products and services. It will ultimately help the telecom operator to save money on licensing and spectrum usage
charges.
24. 24. DIFFERENT PRODUCTS & SERVICES BY AIRTEL Airtel India is the second largest provider of mobile telephony after Jio and second largest provider
of fixed telephony in India, and is also a provider of broadband and subscription television services. Airtel provides 2G, 4G LTE, 4G+ mobile services, DTH,
fixed line broadband and voice services depending upon the country of operation. Mobile Services In India, the company's product offerings include 2G, 3G
and 4G VoLTE, wireless services, etc. It is the second largest mobile network operator in India and the second largest mobile network operator in the world.
Airtel operates in all telecom circles of India. Airtel operates in all telecom circles of India. 3G Airtel launched 3G services in January 2011. By mid July 2011,
Airtel 3G services was available in over 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. Airtel has 3G license in all 23 circles. In an event in
2019, Airtel confirmed that it will shut down their 3G network all over India and re-farm the spectrum towards 4G by the year 2020. Then onwards Airtel is
providing only 2G and 4G connectivity in the country. 4G Airtel launched 4G services on mobile from February 2014, becoming the first company in India to
offer 4G services. The first city to get the service was Bangalore. Airtel had 95,173,000 4G subscribers as of June 2019. As of June 2019, Airtel provides 4G
coverage in all India in 22 circles. Airtel extended its 4G network to 15 km off India's coastline, following a request by the Indian Navy.
25. 25. 5G In January 2020, Bharti Airtel became the country's first telco to successfully demonstrate & orchestrate LIVE 5G service over a commercial network
in Hyderabad city. Airtel 5G is capable of delivering 10x speeds, 10x latency and 100x concurrency when compared to existing technologies. In Feb 2021 -
Announced partnership with Qualcomm to develop Open-RAN based 5G network. Strong Network Coverage Enjoy complete clarity when calling with
Airtel’s world-class technology and unbeatable network coverage that spans over 22 circles across the country. Voice Mail When your handset is switched off,
or you‟re too busy to answer the phone, Airtel Voicemail will answer your calls and record a message. The best part is that there's no extra monthly cost for
setting up Voicemail - you just pay for the phone call when you use the service. SMS (Short Messaging Service) Send messages quickly and easily using text,
if it's too noisy to talk or you don't have much time. It's the way to share those interesting one-liners, important reminders and rib-tickling jokes, with anyone,
anytime, anywhere in the world. Airtel WiFi Zone Airtel has launched a FREE WiFi services in India by the name Airtel WiFi Zone through which users can
enjoy Free Wi-Fi at 500+ locations across Airports, Colleges, Hospitals, Corporate parks, Retail shops and many more locations. All plans will be onsecure
wireless broadband internet with unlimited usage and will be session or time based. Users can use the service by finding a hotspot, selecting
26. 26. airtel WiFi Zone', then login to start browsing. Airtel intends to partner with establishments to set up hotspots which will be termed WiFi Hangout for an
establishment owner and WiFi Partner for the cafe and restaurant owners. Airtel Money Airtel has started a new mCommerce platform called Airtel Money in
collaboration with Infosys and SmartTrust (now Giesecke & Devrient). The platform was launched on 5 April 2012, at Infosys' headquarters in Bangalore.
Using Airtel Money, users can transfer money, pay bills and perform other financial transactions directly on the mobile phone. Network Experience Centre
Airtel has a Network Experience Centre (NEC) which observes end to end customer experience, in near real time, along with the standard network elements
on Airtel's operations. The NEC is located in Manesar, Haryana and went live on 31 October 2012. It is the first such facility in India and will be able to
monitor Airtel's network performance across mobile, fixed line, broadband, DTH, M-Commerce, enterprise services, International Cable Systems and internet
peering points from a single location. It will monitor all Airtel and partner NOCs. In case of an emergency, the NEC will enable the operator to prioritize
actions to restore normalcy and reduce resolutiontime. Airtel Postpaid Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just through words but ideas, emotions and feelings. To give you the unlimited
freedom to reach out toyour special people inyour special way. Easy Payment Options. Anytime Anywhere You can choose from a host of convenient payment
options only with Airtel. Walk
27. 27. into any Airtel relationship centre and make your payments by cash or credit card. Drop a cheque at any of the drop boxes for making payments or simply
log on to My Airtel section and pay instantly through your debit/credit card, netbanking. Widest Roaming - National and International Airtel's roaming service
allows you tostay connectedand useyour mobile phone tomake orreceive callsfromalmostanywhere inIndia and also over 160 countries, abroad. Airtel
Payments Bank Airtel Payments Bank is an Indian payments bank, launched in January 2017 with an aim to make Payments cashless and seamless. The
company is a subsidiary of Bharti Airtel. On 11 April 2016, it became the first company to receive the payments bank license from the Reserve Bank of India.
Airtel Payments Bank is a 80:20 partnership between Bharti Airtel and Kotak Mahindra Bank. It offers services like Bill Payments, UPI Payments, Bank
Transfers etc. As of January 2021, Airtel Payments Bank have over 30 Million Customers. Digital TV Services (DTH) Airtel DTH offer both standard and
high definition (HD) digital TV services with 3D capabilities and Dolby surround sound. It currently offers a total of 635 channels including 80 HD channels,
international channels and many interactive services like support for Google Assistant and Play Store Apps. Airtel Broadband (Fiber) Airtel launched its Fiber
services in October 2016. This service was later renamed as Xstream Fibre. Airtel Xstream Fiber offers you with Fiber optic internet connection transforming
your daily broadband connection experience with high-speed internet. Airtel allows you to enjoy the fastest broadband connection with the speed of up to 1
Gbps, in over 100 cities in the country.
28. 28. This FTTH (Fiber to home) technology provides you with fully-dedicated Fiber optic cable different internet packages, which connect up to 10 devices via
a professional Wi-Fi router modem. These internet packages offer faster HD video streaming, heavy file downloads, and uploads. Airtel IQ Airtel IQ is a cloud
communication suite that allows enterprises to deepen engagement with customers through timely and secure communication. It helps in unifying
communication across various business practices - marketing, sales, customer service and operations. Cloud Computing and IOT In April 2021, Airtel
launches ‘Airtel IoT’ a 5G Ready Platform for the World of Connected Things. Airtel IoT is built to massively simplify the digital transformation journeys of
enterprises. Airtel IoT is an end-to-end platform with the capability to connect and manage billions of devices and applications in a highly secure and seamless
fashion. Firstly, it offers you a wide range of connectivity technologies to connect your IoT devices. Secondly, it provides you the capability to seamlessly
manage these devices through a user-friendly connectivity management portal- Airtel IoT Hub.
29. 29. TARIFF Airtel’s Most Popular Prepaid Plans (4G) Airtel’s Broadband Plans (Xstream Fiber)
30. 30. SALES DEPARTMENT AND STRATEGY A. MajorAccounts (Direct Channel)  Handles corporate (named and famed) accounts  Forecasting of sales
 Mapping the accounts  Providing after sales support to the subscribers.  Maintaining call reports for records.  Providing Feedback to the marketing
department B. IDC (indirect Channel)  Handling distribution  Maintaining recordsand levelcheckofthechannel partner  Liaisoning between thechannel
partnerand thecompany  Target achievement  Training the executives of the channel C. Distribution Support 1. Logistics  Monitor handset and SIM card
requirements of channel partners and co-ordinate with stores  Settle areas of concerns such as incentive claims of channel partners 2. Rental  Provide
cellular services (SIM cards) on rent.  Provide cellular phones on rent
31. 31.  Useful for people visiting Delhi for a short interval. 3. Telesales  Call customers and generate sales lead.  Follow up with the customers, if they need
any assistance  Pass on the sales lead to the channel department. 4. Audit  Consultant to the AirTel showrooms.  Monitor the operations at the Airtel
distribution outlet  Organize trainings 5. Retail  Locate shops to open retail counters.  Monitor the retail counters.
32. 32. MARKETING STRATEGY ADOPTED BY BHARTI AIRTEL Airtel follows a set of pre-defined values what they call as their ‘Air Culture’. Here ‘Air’
stands for – Alive, Inclusive and Respectful respectively. Segmentation: Airtel has always believed in being customer centric. They have geographically
segmented the market in East, West, North, South & central. They have also gone a step ahead and segmented the market in each region on the basis of
demographic variables like age, Income, Social groups, etc. From the demographic data collected they run different campaigns as per the preferences of people
in each region. Thus trying to increase their base volume. Competitive advantage: Airtel has tried maintaining its cost leadership by reducing the operational
costs and with the help of its unique business model – where their daily operations are outsourced and core functions like finance, sales, marketing, and
management are retained. First-mover advantage: Bharti Airtel has been aggressively competing with Jio, the telecom arm of Reliance Industries Limited
(RIL). But Airtel did get the first-mover advantage as it was Airtel who was the first telecom player to have launched 4G services to the Indian crowd, and
now even in 5G. MARKETING OBJECTIVES Create product awareness Maximize market share Maximize profits whole defending market share
33. 33. DIFFERENT STRATEGIES Product Offer a basic product/ service. Offer value added services Increase in number of value added services. Price Charge
cost- plus Price to penetrate market Price to match or best competitors Distribution Build selective distribution Build Intensive distribution. Build more
intensive distribution. Advertising Build product awareness among early adopters and dealers. Build awareness and interest in the mass market Stress brand
differences and benefits. Sales Promotion Use heavy sales promotion to entice peopleto subscribe. Increase to build and maintain relationships with customers
Increase to encourage brand- switching.
34. 34. Segmentation, Targeting, Positioning in the Marketing strategy of Airtel Segmentation is beneficial because of better predictability of the target consumer
group, minimization of risk exposure, better ability to fine-tune a product/service to the requirement of target buyer and the resultant ease in designing a proper
designing marketing mix strategy. In evaluating different market segments the company looks at two factors: The overall attractiveness of the segments and
the company's objectives & resources. 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”/ “Fastest 4G network by Ookla Speedtest” 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.
35. 35. LOGOS USED BY AIRTEL TILL NOW Logo used by Airtel from 1994 to 2002 Logo used by Airtel until November 2010 CURRENT LOGO: In
November 2010, Airtel rebranded itself and The company unveiled a new logo with 'airtel' written in lower case. Designed by London-based brand agency,
The Brand Union, the new logo is the letter 'a' in lowercase, with 'airtel' written in lowercase under the logo.
36. 36. COMPETITIVE ADVANTAGE IN MARKETING OF AIRTEL With the formation of Bharti Infratel for Indian Operations, Airtel has extended its
infrastructure in the extreme parts of the country for nationwide penetration, creating competitive edge over other players in terms of low operational cost,
better network connectivity, coverage, low call drops & better customer service. Airtel developed a sustainable advantage through its excellent network of
telecom towers. In many locations, newer entrants found it cheaper to rent Airtel’s existing infrastructure rather than setup new towers. Also spending
extensively on advertising & promotions helped it sustain in this highly competitive Industry and emerge as a Market leader in terms of “Active Users”. Word
of mouth is one of the strongest forms of promotions & Airtel has completely leveraged that. Airtel is always known for its innovation and value for money for
users. It is to be noted that Airtel is facing Huge Competition from Jio which has formed a digital ecosystem through its huge number of Apps and value added
Services. Still, Airtel has successfully managed to attain the Top Position in terms of Highest Average Revenue Per User (ARPU) all because of the Focus of
the Company on Quality instead of Quantity. AIRTEL'S MARKETING ORIENTATION. Since this is a high-involvement expensive product, the service
provider has to fully take care of the customers. a) They take personal responsibility to "get" the answer for any problem faced by the customer. b) They
anticipate customers' problems and take pro-active steps to prevent them. c) They give answers to the questions & requests, quickly & efficiently. d) They have
a positive tone & manner while interacting with customers. e) They end the interaction on a positive or a humorous note-making the last 30 seconds count.
Airtel realizes that “Attracting people is easy but converting them into loyal customers is hard” hence the company’s emphasis is on maintaining a 'Smiling
and a Friendly Atmosphere' to please and retain the customer.
37. 37. PRODUCT POLICY AND PLANNING The product or service is the heart of the marketing mix. Without a product or a service customers' needs cannot
besatisfied. The basic product promise by Airtel is mobility. Airtel's main marketing strategy is to be a first mover all the time. It has recognized the
significance of making the first move-- because in the field of Communication & Information Technology changes occur at a tremendous pace. Effective
product segmentation has to be carried on continuously because basic services can be and will be copied and in time become expected component of the
product. Airtel seeks to carry out this segmentation through provision of new information services and making new facilities available. The product policy and
planning depends on the stage of the product life cycle. At present the cellular phone market has reached the maturity stage. Since, the premium segment is
nearing saturation the company targeting the upper middle and middle-middle class. In order to do so Airtel is trying to optimize the price performance
package by offering suitable "product bundling". This involves the selection of the suitable hardware (handset) and its software (its services.) with reasonable
price in order to deliver maximum price performance to its customers. In addition, it offers free Airtime services and other concessions to make the prices and
thus the product more attractive. It has also opened a 24 hours customer service. Only price doesn't serve as an effective differentiator, value added services
become the effective differentiator. PRODUCT LIFE CYCLE The pattern of cellophane subscriber growth observed elsewhere in the world reveals that the
growth in the market is initially slow followed by a sharp acceleration, but so far that has not happened in India. As far as the Product Life Cycle is concerned.
Indians are at the beginning of the maturity stage. Introduction Growth Maturity
38. 38. AIRTEL’S PRICING STRATEGY AIRTEL has realized that the Indian market is price sensitive. Airtel follows a COMPETITIVE pricing strategy because
of the huge competition in telecom segment in India from competitors like Reliance Jio, Vodafone etc. The pricing strategies of all telecom companies are
monitored by Telecom Regulation Authority of India (TRAI) to ensure fair prices are being charged to all customers. Hence, despite regulation, the most
important aspect in the pricing strategy in the marketing mix of Airtel is based on competitive pricing strategy. Airtel provides flexibility to its customer to
choose and customize their plan according to their preference and pay tariff according to chosen pack. The aim of Airtel’s pricing strategy is customer
retention by providing them with combo offers to boost revenue. Airtel pricing strategies in broadband segment is also of very low cost and attracts huge
customer base to avail affordable plans. Airtel faces tough competition in terms of price war with other telecom companies like Reliance Jio and the customer
loyalty for telecom companies is generally low and entirely dependent on price of services, so Airtel offers its basic product like call, data, SMS and other
value-added services at a cheap rate.
39. 39. PROMOTIONAL STRATEGY The promotional and advertising strategy in the Airtel marketing strategy is as follows: Airtel is an established and well-
known brand in telecom sector. Airtel organizes strong promotional campaigns for its services utilizing all media channels from TV, print, events, social media
etc. Hence the promotion strategy in the marketing mix of Airtel is extremely comprehensive i.e. they do a 360 branding. Airtel has used all the big celebrities
to endorse their services like Shahrukh Khan, AR Rehman, Sachin Tendulkar, Vidya Balan etc. Airtel also sponsors various events like Cricket matches, Grand
Prix etc under their community development programme and brand promotion. Airtel has also got a good presence on social media like Facebook, Twitter etc.
Which it uses for its service promotion and solve queries of customers. Airtel also engages in public relations like Education campaigns, girls child awareness
campaigns etc. AD CAMPAIGNS BY BHARTI AIRTEL Airtel’s Advt. campaigns have always been very creative & innovative. They have done wonders for
Airtel. In 2002 music composer AR Rahman composed the Signature tune for Airtel. It was one of the best pieces of work done on Airtel. The tagline for the
ad being “Live Every Moment”. In 2003 Airtel came out with a campaign tagged “Express yourself”. It was named the ‘World’s Best Communications Brand
of the year 2004’ at the World Communication Awards 2004 in London. In 2010 came “Endless Goodbye” which was also nominated as the best ad in Cannes
Festival.
40. 40. In 2012 came its Game changer campaign “Har Ek Friend Zaroori Hota Hai”. This campaign bought Airtel back to the limelight. In 2015 we were
introduced to the 4G Airtel Girl. This campaign was to announce the launch of its 4G network and how they challenged it to be the fastest as compared to
other network providers. Their Tagline – “India’s First 4G Network”. In 2016 they showed how Airtel 4G is not only the Fastest 4G Network in India but
available in more parts of the country than one would think. 2018 – Airtel takes a fresh approach with a bold and direct theme – “Sab Kuch Try Karo, Fir Sahi
Chuno” In this they are communicating with the audience and asking them to decide which network is the best by trying all options themselves and not merely
on the basis of hearsay.
41. 41. DISTRIBUTION STRATEGY OF AIRTEL It has wide spread simple and effective channel structure. Company uses 2-Tier & 3- tier distribution
networksystem. Under 2-tier distribution network, company appoints UD (urban distributors) & RS (Rural Suppliers). UD distribute the items to retailers
according to the demand & transfer easy balance to retailer through FOS (Field officer Sales) SIM who work under UD’s. Under 3-tier distribution RS (rural
supers) distributes the items to RD (Rural Distributors) & transfer easy balance into RD’s SIM, who then distribute it to Retailers. Apart from all these
company also uses Airtel Relationship centres under franchised model & company officials for corporate sales. Each franchisee ordistributor canhave any
number ofdealersunder him as long as the person is approved by the Airtel authority.
42. 42. RESEARCH METHODOLOGY The research Design is the conceptual structure within which the research is conducted. It constitutes the blueprint for the
collection, measurement and analysis of Data. The success of the Research mostly depends on the methodology on which it is carried out. Theappropriate
methodology will improve the validity of the findings. TYPE OF RESEARCH Descriptive Research - Descriptive research includes survey and fact-findings
of different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at present. Research Design of this research study
will be Descriptive as it will describe facts andother characteristics associated with consumers of Airtel’s cellular services and market potential of Airtel. The
study is descriptive in Nature where the data is collected through well structured Questionnaire and from the information taken from the Retailers and
Customers. DATA COLLECTION METHODS There have been two sources of information for the collectionof Data: a) Primary Sources - I met retailers of
the Airtel company and have been able to get first-hand information regarding the various product and services offered by the company, its features and the
buying patterns of the product. Their input has been valuable. b) Secondary Sources - Secondary source has played a vital role to play in this report. A good
amount of data has been collected from various published articles and reports found in magazines and journals. Another vital source has been the Internet and
particularly the companies own website. STATISTICAL TOOLS USED:
43. 43. OBJECTIVES OF THE STUDY Objectives:  To study the importance and development of telecommunication industry in today’s scenario.  To
understandthe various Marketing Strategies which Airtelhasadoptedto survive in highly competitive cell phone industry.  To make a comparative study of the
major players in Indian Service Provider.
44. 44. LIMITATIONS Every attempt has been taken to make this Project error free and obtain meaningful results but No study is completely flawless or inclusive
of all possible aspects. I believe that there will be chances for error on account of following limitations- 1. Respondent’s unavailability. 2. Shortage of time
may become a constraint 3. Courtesy bias. 4. There may be errors due to biasness of respondents 5. Sample of 31 consumers may not represent the whole
universe (population) & we cannot draw inferences about the whole population on the basis of small sample.
45. 45. SAMPLING TECHNIQUE The sampling design mainly consists of the sample taken for the study along with Sample Size: From the universe, sample size
of 31 customers was selectedfor the purpose of the study. Sample Frame: The customers will be selected on a random basis from which the respondents will
beselected on convenience basis. Sampling Method: Convenience sampling will be used, based on the willingness and availability of therespondents. The
study will be conducted on consumers with different occupation. Questionnaire Used for Data Collection is given in Annexure.
46. 46. DATA ANALYSIS & FINDINGS Q1. Which of these Mobile Service Provider do you Use actively? * There is a tough Competition between Airtel and
Jio in the current Indian Telecom market. It was also seen in our Research as 38.7% of the Total Responses voted that they use Airtel Actively and exactly
same number of People responded that they are an active User of Jio. Vodafone-Idea (VI) ranked behind Airtel and Jio, with just 19.4% people responding that
they use Vi actively. BSNL lagged far behind as just 3% of the total respondents mentioned that they’re active user of the Company. Q2. Which among the
following Mobile Service Providers do you think has best service in terms of Network Coverage? * Airtel got an outright majority as more than 45% of the
total respondents mentioned that they think Airtel has best service in terms of Network Coverage. Jio ranked 2nd as around 39% of the respondents mentioned
it has best Network Coverage. However, Vi & BSNL got the worst response, as just 13% of the total respondents mentioned Vi to be having a good
47. 47. network coverage. However, BSNL lagged in this parameter also as just 3% people voted in its favour. Q3. Which of these Mobile Service Provider do you
think has best service in terms of Internet Speed? * Almost half of the Total Respondents were of the belief that Airtel has best Internet Speed whereas approx.
1/3rd of the total respondents mentioned that Jio has best service in terms of Internet Speed. It should be noted that just 39% of the respondents mentioned that
they actively use Airtel (in Q1) but over 48% of the total respondents mentioned that they think Airtel has best Internet Speed. So, Many of the Active Users of
Jio were dissatisfied with their Operator’s Internet Service and were of the belief that Airtel has best Internet Speed. Q4. Do you think that service provider has
a genuine commitment to providing Best Value for Money to its Users? Highest Number of the Respondents were of the Opinion that Airtel has genuine
commitment to providing Best Value for Money to its Users To a Great Extent while second highest number of respondents were of the Opinion that Jio has
genuine commitment to
48. 48. provide Best Value for money to Users. There was tough fight between the two but Airtel got the majority by a slight Margin. Highest number of people
mentioned that BSNL is “not at all” committed to providing Value for Money to its Users. Q5. Do you think that service provider has a genuine commitment
to creating a modern and efficient communications? Highest Number of the Respondents were of the Opinion that Airtel has genuine commitment to creating a
modern and efficient communications “To a Great Extent” and second highest number of respondents were of the Opinion that Jio has genuine commitment to
create a modern and efficient communications. There was again a tough fight between the two but Airtel got a clear majority. Highest number of people
mentioned that BSNL is “not at all” committed to create a modern and efficient communication system. Q6. Do you find that the government’s telecom
policyhas had the most radical impact on the development of mobile service providers? Most Respondents were of the Opinion that government’s telecom
policies had a radical impact on the development of mobile service providers like Airtel, Jio, Vi ‘to a great
49. 49. extent’. However, Highest number of people mentioned that government’s telecom policy had “no Impact at all” on the development of mobile service
provider BSNL. Q7. Do you find that these mobile service providers has the most exciting and satisfying mobile standard? Highest Number of the
Respondents were of the Opinion that Airtel has the most exciting and satisfying mobile standard while second highest number of respondents were of the
Opinion that Jio has the most exciting and satisfying mobile standard. There was tough fight between the two but Airtel got the majority by a slight Margin.
50. 50. SWOT ANALYSIS SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a framework for identifying and analyzing the internal and external
factors that can have an impact on the viability of a project, product, place or person. Developed for business and based on data from Fortune 500 companies,
the SWOT analysis has been adopted by organizations of all types as an aid to making decisions. STRENGTHS i. Second Biggest mobile service provider in
India and third largest in the world: Mobile phone subscribers are Increasing subscriber day by day. 2nd Highest number of subscribers in India around 350
million. It covers around 24% of total subscribers in India. ii. Good Infrastructure: As we all know that Airtel is the oldest telecom company, so the numbers of
towers is high, is available all over the country, this the big advantage of Airtel. For new technology or increasing capacity, requires advanced softwares and
minimum hardware up gradation. iii. Good Brand image: Airtel in India is a Big Brand. Airtel is doing advertisement through television, prints and others form
of advertising mostly all parts of the India. Various celebrities endorse Airtel. iv. Good Network and reliable: Airtel (along with Vodafone) have one of the best
mobile networks in India. Airtel offer high quality of services as compare to other companies. v. Strategic Alliance with other stakeholders in Bharti Airtel
includes Nokia, Ericsion and Microsoft. WEAKNESSES 1. High competition in the Market: As we all know that in India number of telecom companies is
increasing, there are more than 10 companies available in India. These
51. 51. companies are providing cheaper rate tariff and all others plans. This is affecting Airtel Market. 2. Debt: With its acquisitions turning out to bad
investment, and credit being high and margins being low, Airtel group is under high debt. Airtel does not have as deep pockets as Jio. 3. Outsourced
Operations: Outsourcing operations helped Airtel in lowering its cost. But on the other hand, they are running the risk of being dependent on some other
companies which may affect its operations. OPPORTUNITIES  Untapped voice market: Despite of many customers in India, hundreds of millions people
are without phone. According to TRAI around 12% of total connection in India is inactive. Airtel have to make strategy for this type of customers.  Market
Development: With fierce competition in the telecom industry & shrinking margins, venturing out in new markets/developing economies will prove fruitful for
the company.  VAS: VAS (Value Added services) is going to future of the telecommunication industry & by specializing itself in this vertical Airtel can
differentiate itself in highly competitive market. With introduction of unique services, Airtel can avail higher margins. THREATS  Mobile Number
Portability : MNP gives independence to customer to change the service provider while retaining the same number within the country. With similar tariffs
across various telecom and satisfaction with the current service provider consumers are willing to change. The larger operators like Airtel, Vodafone are losing
many customers to the newer companies who attract these customers with their offer.  Intense Competition: In the Telecom market is biggest threat for
Bharti Airtel, as other companies are providing very cheap tariff as compare to Airtel, so people are switching to other companies.
52. 52. (SWOT ANALYSIS OF BHARTI AIRTEL) SWOT ANALYSIS STRENGTHS - Highest Number of Active Users - Good Brand Image - Good
Infrastructure - Good Network & Reliable WEAKNESSES - High competition - High Debt - Outsourced Operations OPPORTUNITIES - Untapped Voice
market - Introduction of 5G - Value Added Services THREATS - Mobile Number Portability - Intense Competition from Jio - Luring offers from Other
Operators
53. 53. CONCLUSION Airtel is a telecom service providing company where customer satisfaction is together goal and marketing tool. Today’s customers in the
telecom industry, where lots of offers are available, are harder to satisfy. They remain smoother, more challenging, more price conscious, less forgiving and
they are innovative by many more companies with equivalent or better offers. The experiment is not only to produce satisfied customers also to produce loyal
and delighted customer. From this research, It can be concluded that more than 70% of the Users who are currently using Airtel were satisfied with the
services of Airtel. Also, a Good no. of users who were willing to switch from their respective subscribers showed interest in Airtel. Hence, these statistics
imply a bright future for the company. Airtel has done a good job by improving its core competencies. Airtel is working hard on its Research and development.
This is one of the main reasons why it is still on the top position in terms of the Number of Active Users and Average Revenue Per User. Airtel was the first
Player to enter into 4G market, so Airtel has to take advantage. Airtel has to Focus on the rural areas and expand the business in rural areas. Any business
should have a vision, mission, objective and organizational structure to succeed. For covering all these Criteria, Company needs to build up a strategic plan
through which it can reach its main goal point. The company should maintain all major process also others factors. There are several competitors in the market
which are already working rigorously with the similar Game Plan but whichever company properly implements the plans, will be able to succeed in the long
run. This is a competitive and customer driven market. It is high time for Airtel to satisfy and retain its existing customers. With the changing technological,
economic and political scenario, the telecom sector will face many ups and downs. To attain the Top position in the Market, Bharti Airtel needs to build an
Aggressive strategy to be able to counter its Biggest Competitors Jio & Vi.
54. 54. BIBLIOGRAPHY  Neeti Gupta, C N Sontakki, Marketing Management, Kalyani Publishers  Shashi K Gupta, Praneet Rangi, Research Methodology,
Kalyani Publishers  Telecom Regulatory Authority ofIndia (TRAI) Official Data https://www.trai.gov.in/  TRAI Telecom Subscriptions Reports
https://www.trai.gov.in/release-publication/reports/telecom-subscriptions-reports  Airtel India Official Site Information https://www.airtel.in/  Jio Official
Website https://www.jio.com/  Vi India Offical Website https://www.myvi.in/
55. 55. ANNEXURE QUESTIONNAIRE NAME: _________________________________ Age ____________________ Q1. Which of these Mobile Service
Provider do you Use actively? *  Airtel  Jio  Vodafone Idea  BSNL Q2. Which among the following Mobile Service Providers do you think has best
service in terms of Network Coverage? *  Jio  Airtel  Vodafone Idea  BSNL Q3. Which of these Mobile Service Provider do you think has best service
in terms of Internet Speed? *  Airtel  Jio  BSNL  Vodafone Idea Q4. Do you think that service provider has a genuine commitment to providing Best
Value for Money to its Users? Not at All Some Extent Great Extent Airtel Jio Vodafone Idea BSNL
56. 56. Q5. Do you think that service provider has a genuine commitment to creating a modern and efficient communications? Not at All Some Extent Great
Extent Airtel Jio Vodafone Idea BSNL Q6. Do you find that the government’s telecom policy has had the most radical impact on the development of mobile
service providers? Not at All Some Extent Great Extent Airtel Jio Vodafone Idea BSNL Q7. Do you find that these mobile service providers has the most
exciting and satisfying mobile standard? Not at All Some Extent Great Extent Airtel Jio Vodafone Idea BSNL
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