INTRODUCTION

INTRODUCTIONABOUTTHETOPIC
ThisprojectismadeontheprojecttitleAnAnalyticalSTUDYOFSALESOFPROMOTIONOF
AIRTEL.Thepurposeofthisprojectistoknowabouttheuseofmobilesandtheneedofsales
promotionalactivitiesandtoknowthepromotionalactivitiescompanyfollowtoincreasethesales.
Nowadaysmobileservicehasbecomeanecessaryservice.Infieldofmarketingmanykindofsurvey
areconductedbyAirteltimetotimeforpromotionawareness.

WhatisSalesPromotion?
Salespromotiondescribespromotionalmethodsusingspecialshorttermtechniquestopersuade
membersofatargetmarkettorespondorundertakecertainactivity.Asareward,marketersoffer
somethingofvaluetothoserespondinggenerallyintheformoflowercostofownershipfora
purchasedproduct(e.g.,lowerpurchaseprice,moneyback)ortheinclusionofadditionalvalueadded
material(e.g.,somethingmoreforthesameprice).Salespromotionsareoftenconfusedwith
advertising.Forinstance,atelevisionadvertisementmentioningacontestawardingwinnerswithafree
triptoaCaribbeanislandmaygivethecontesttheappearanceofadvertising.Whilethedeliveryofthe
marketersmessagethroughtelevisionmediaiscertainlylabeledasadvertising,whatiscontainedinthe
message,namelythecontest,isconsideredasalespromotion.Thefactorsthatdistinguishbetweenthe
twopromotionalapproachesare:
1.whetherthepromotioninvolvesashorttermvalueproposition(e.g.,thecontestisonlyofferedfora
limitedperiodoftime).
2.Thecustomermustperformsomeactivityinordertobeeligibletoreceivethevalueproposition(e.g.,
customermustentercontest).Theinclusionofatimingconstraintandanactivityrequirementare
hallmarksofsalespromotion.

TypesofSalesPromotion

Salespromotioncanbeclassifiedbasedontheprimarytargetaudiencetowhomthepromotionis
directed.Theseinclude:
1.ConsumerPromotion
2.TradePromotion
SomeofthemostimportantonesofConsumerPromotionare:
Sampling
Priceoff
Qualitydeals
Bandedoffers
Inproductgift
Outproductgift

TradeSalesPromotions:

Techniquesusedintradepromotion
Onconsignmentsales
Dealercontests
Dealergifts
Displaycontests
Pointofsalematerial
Shopboardpainting
Dealerdiscounts
Tradefairparticipation
Dealermeets
Cooperativeadvertising.

COMPANYPROFILE
TelecomgiantBhartiAirtelistheflagshipcompanyofBhartiEnterprises.TheBharti
Grouphasadiversebusinessportfolioandhascreatedglobalbrandsinthe
telecommunicationsector.Airtelisoneoftheleadingalternativeprovidersof
telecommunicationsservicesinIndiaandthefirstprivatetelecomservicesproviderwith
footprintinallthe23telecomcircles.BhartiAirtelsinceitsinceptionhasbeenatthe
forefrontoftechnologyandhassteeredthecourseofthetelecomsectorinthecountrywith
itsworldclassproductsandservices.ThebusinessesatBhartiAirtelhavebeenstructured
intothreeindividualstrategicbusinessunits(SBUs)MobileServices,AirtelTelemedia
Services&EnterpriseServices.Themobilebusinessprovidesmobile&fixedwireless
servicesusingGSMtechnologyacross23telecomcircleswhiletheAirtelTelemediaServices
businessoffersbroadband&telephoneservicesin94cities.TheEnterpriseservicesprovide
endtoendtelecomsolutionstocorporatecustomersandnational&internationallong
distanceservicestocarriers.AlltheseservicesareprovidedundertheAirtelbrand.Airtel
comesfromBhartiAirtelLimited,oneofAsiasleadingintegratedtelecom
servicesproviderswithoperationsin18countriesacrossAsiaandAfrica.BhartiAirtelsince
itsinceptionhasbeenattheforefrontoftechnologyandhaspioneeredseveralinnovations
inthetelecomsector.

COMPANYPROFILE
DateofEstablishment1995
Revenue6716.88(USDinMillions)
MarketCap1062548.9208608(Rs.inMillions)
CorporateAddressAravaliCrescent,1NelsonMandelaRoad,VasantKunjPhase2NewDelhi
110070,Delhi
ChairpersonManojkohli
MDManojkohli
DirectorsAjayLal,AkhilGupta,ArunBharatRam,BashirCurrimjee,ChuaSockKoong,Craig
Ehrlich,DevenKhanna,LimChuanPoh,ManojKohli,MauroSentinelli,NKumar,NikeshArora,
PaulO'sullivan,PulakChandanPrasad,QuahKungYang,RajanBhartiMittal,RakeshBharti
Mittal,SarvjitSinghDhillon,SunilBhartiMittal,TanYongChoo,VijayaSampathBhartiAirtel,
incorporatedonJuly7,1995istheflagshipcompanyofBhartiEnterprises.TheBhartiGrouphasa
diversebusinessportfolioandhascreatedglobalbrandsinthetelecommunicationsector.Bharti
AirtelisAsiasleadingintegratedtelecomservicesproviderwithoperationsinIndiaandSriLanka.
BhartiAirtelhasbeenattheforefrontofthetelecomrevolutionandhastransformedthesect

OBJECTIVE

Tostudytheimportanceanddevelopmentoftelecommunicationindustryin
todaysscenario.
Todeterminethebestsalespromotionscheme
Todeterminetheconsequencesofcurrentschemes
TostudysalespromotionactivitiesofAirtelbroadbandservices.
Toidentifytheimpactoncustomersofsalespromotional
activitiesofAirtelbroadbandservice

Scopes
TheScopeoftheresearchstudywouldincludethegeographic
&demographicregionofNagpur.Theresearchtargetsthe
retailersanddistributorswhodealintotelecomserviceandthe
timeperiodofthesurveyisfrom25jan5Feb2015.

RESEARCH
METHODOLOGY
Therehavebeentwosourcesofinformationcollected:
PrimarySources
IhavemetretailersoftheAirtelofthecompanyandhavebeenabletoget
firsthandinformationregardingtheproduct,itsfeaturesandthebuying
patternsoftheproduct.Theirinputhasbeenvaluable.
1.SURVEYMETHOD
Thesurveytechniqueisusedtosecureoneormoreinformationfroma
sampleofrespondentsorinformerpresentinglongergroup.The
informationiscollectedwiththehelpofaformknownasQuestionnaireor
schedule.

2.FILEDSURVEY
Itisthedirectformofinvestigationinvolvingfacetofacecommunicationandfree
feedbackofinformationbetweentherespondentsandtheinterviewers.

SecondarySources

Secondarysourcehasplayedavitalroletoplayinthisreport.Agoodamountof
datahasbeencollectedfromvariouspublishedarticlesandreportsfoundin
magazinesandjournals.AnothervitalsourcehasbeentheInternetand
particularlythecompaniesownwebsite.
Secondarydataarecollectedby:
Internalsources
Magazines
Internet

LIMITATIONS
Everyattemptwillbetakentoobtaintheerrorfreeandmeaningfulresultbutasnothingin
thisworldis100%perfectIbelievethattherewillstillthechanceforerroronaccountof
followinglimitations
1.Respondentsunavailability.
2.Manyretailersdonotcooperateandsearchingofretaileroutletnamewasmuchmore
difficultasmanyofthemhavenotputtheirShopnameinBoard.
3.Lackofinterestinretailerstoprovidefullinformationoftheirperformance.
4.Timepressureandfatigueonthepartofrespondents.
5.Courtesybias.

FINDINGS
1.Afteranalysisthedataitwasclearthatcustomerareusingairtelnetworkas
comparedtoothernetwork.Theyareusingairtelnetworkfrommanymonths.
2.Afterthesurveywefindthatusingofairtelnetworkisduetoitsbestnetwork
andvariousscreamsandtheyaresatisfiedwiththevariousscreamsprovidedby
thecompanybhartiairtel.
3.AirtellauncheseverymonthanewFRCscheme.
4.Coutomerarenotsatisfiedwiththehighinternetpackpriceascomparedto
othernetworkthepriceislittlebithigh.
5.EarlierAirtelprovidedSIMcardsatverylowpriceorfree.Butthismethod
wasnotsoeffectivebecauseconsumersstartedmakingituseandthrowkindof
stuff.Bythiswaycompanywasbeingunabletomakesuchstableandlonglast
consumers.
6.NowairtellaunchessomeFRCschemes.Sothecustomerhastopayaamount
foranewsimactivation.Bythiswaynowconsumerageisstartedbeinglong.
7.Customersofairtelwhoalreadyusingtheyalwayssuggesttheairtelnetworkto
hisfriendsandrelativesandalsoiftheybuyagaintheybuyairtel.
8.Peoplearemorefamiliarwithairtelnetworkascomparedtoothers.

Salespromotionbenefitsforconsumers:
Airtelsimof60Rs=benefitsof500mb2Gnetpack,48rsbalance,and150smsfree.
Airtelsimofrs100=benefitsoflocalcall1paisa/min,std35paisa/min,talktime
balance58rs,and500mb2Gnetpack.
Airtelspecialoffer=Rechargeof155rsandgetbenefitsof60ISDmin31
country(28days)forthistypecountryname,smsISD60to121.

Salespromotionbenefitsforretailers:

Retailersget2.3%benefitonbalancetransferoneveryrecharge.
Retailerssimcardsbenefits20rspersimcardOTF.
Retailersgetbenefitsonspecialofferrecharge5%OTF.

SUGGESTION
1.Firstofallcompanyprovidesallitsdealersandretailersallsortofpromotionequipments
suchasglowsignboard,banner,pumplatesets.Intimesothattheyincreasetheirsales
whichbothretaileraswellascompany.
2.Fewoutletsareunawareaboutschemesopropercommunicationisnecessarybetween
distributorandretailers.Numberofhoardingshouldbeincreased.
3.Toincreasetheconsumerasonnetwork,companyshouldmakechangeinitsFRCplanfor
examplethetalkvalueshouldbedividedintwoparts.50%oftalkvalueshouldprovideat
thetimeofactivationandrestT.T.provideaftergapofsomedays.
4.Companyshouldgiveextrareturnandbonusgiftstoitsretailerssotheyputtheirfull
efforttoincreasetheairtelsales.
5.Companyshouldmotivateitssalesstaffsotheywillpaymoreconcentrationinsalesand
activationofnewconnections.

CONCLUSION
FromabovethedetailsIconcludethat70%Airteluserspreferredtoremainwith
Airtel.Alsogoodno.ofuserswhowerewillingtoswitchfromtheirrespective
subscribersshowedinterestinAirtel.Hence,thesestatisticsimplyabrightfuture
forthecompany.Alsothecompanyisnowprovidingmoreserviceslikethedoor
todoorserviceswhichisyoudialtheAirtelcustomercareandwouldliketosend
someoneflowerstheAirtelcompanydeliversthoseflowerstotheperson
concerned.AlsoAirtelisprovidingfreetextmessagingserviceandfreevoicemail
service.CallconferencingisalsoanotherfeatureAirtelprovides.

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