A

PROJECT REPORT
ON
BRAND AND POSITIONING OF AIRTEL


Company Logo

Submitted in the partial fulfilment of the requirment for the
Award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION
ACADEMIC SESSION 2012-2013




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Submitted To: Submitted By:
Ms. Neha Vasudev Mahendra Kumar
FACULTY AIMT, KOTA BBA- II YEAR



ARYAN INSTITUTE OF MANAGEMENT, KOTA





PREFACE
Quite frequently these days people talk of practical knowledge, both in
academic institutions and outside. At each and every aspect in life we require
some sort of theoretical and practical knowledge too.
It means only classroom lecture may not be enough to get the proper
knowledge either in the business field or social life.
Keeping all this in view, the present report has been written for the
promotion the brand position of bharti airtel in the highly competitive
environment and to study the consumer behavior by working as a promoter at
modern trade centers.














ACKNOWLEDGEMENT

I thank Ms. Neha Vasudev in particular for assigning us this project and
encouraging us to write in the first place.
I am indebted to all those who have been helpful throughout the process of
writing this Report and helping us by giving their valuable suggestions but as
the clich goes, we are solely responsible for any remaining errors of fact or
judgement. Once again we thank everyone who helped us in our project.

Mahendra Kumar
BBA-II Year


















EXECUTIVE SUMMARY

The project included a thorough market analysis for this particular
assignment. The markets so covered were in North and south Delhi cluster.
Initially we analyzed the market category and then accordingly segmented it
to do a proper study of the entire competition prevailing in the market.
Later we in a team also got involved in knowing the brand positioning and
perception of Airtel with its competitors to interact and deal with customers.
This also helped us in getting the knowledge of the various tariff plans and
promotional offers.
The Airtel is by and large a very important market, as still majority of the
customer use its services.
But our survey showed that Airtel is getting tough competition from Vodafone
followed by Reliance, Tata and Idea respectively: especially when the price-
war started between the players: the rates have been so slashed that every
player is trying hard to capture the major portion of the market.









TABLE OF CONTENTS

Preface
Acknowledgement
Executive Summary

1. Company Profile
2. Project Profile
3. Research Methodology
4. Data Analysis and Interpretation
5. Conclusions
6. Suggestions & Recommendations
7. Bibliography


1




COMPANY PROFILE




2

Company Snapshot
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.
Airtel comes to you from Bharti Airtel Limited; Bharti Airtel is one of the
leading alternative providers of telecommunications services in India and the
first private telecom services provider with a footprint in all the 23 telecom
circles. Bharti Airtel since its inception has been at the forefront of technology
and has steered the course of the telecom sector in the country with its world
class products and services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBUs) - Mobile
Services, Airtel Telemedia Services & Enterprise Services. The mobile
business provides mobile & fixed wireless services using GSM technology
across 23 telecom circles while the Airtel Telemedia Services business offers
broadband & telephone services in 94 cities. The Enterprise services provide
end-to-end telecom solutions to corporate customers and national &
international long distance services to carriers. All these services are provided
under the Airtel brand.
The enterprise services group includes units for both long-distance carriers
and for corporate clients. Bharti Airtel has nearly 29 million total customers --
approximately more than 27 million GSM mobile and 1.6 million fixed-line
customers.



3





The company was founded as Bharti Tele-Ventures in 1995 and changed its
name in early 2006 to Bharti Airtel Limited. It is a unit of Indian conglomerate
Bharti Enterprises)

Sunil Bharti Mittal (Chairman and Group Managing Director)
This highly innovative company created telecom history when it farmed out its
network management to experts Nokia and Ericsson, and set a trend in the
global cellular industry. Last year, Vodafone gave the company a vote of
confidence by acquiring 10% mostly from early Bharti investor Warburg
Pincus. This year, Bharti will offer its second overseas services after the
Seychelles. It acquired a license for tax haven Jersey, in the Channel Islands,
and is looking for more. It also plans to spend $2 billion this year to double the
size of its network and cover 50% of India's population, up from 40%
currently. )





4


Business Divisions


Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India
and is the largest mobile service provider in the country, based on the number
of customers.

The group focuses on delivering telecommunications services as an
integrated offering including mobile, broadband & telephone, national and
international long distance and data connectivity services to corporate, small
and medium scale enterprises.

The group offers high speed broadband internet with a best in class network.
With Landline services in 94 cities we help you stay in touch with your friends
& family and the world.


5


The Company compliments its mobile and broadband & telephone services
with national and international long distance services. It has over 35,016 route
kilometers of optic fibre on its national long distance network. For international
connectivity to east, it has a submarine cable landing station at. For
international connectivity to the west, the

Company is a member of the South East Asia-Middle East-Western Europe
4 (SEA-ME-WE-4) consortiums along with 15 other global telecom operators.
Marketing strategies
Bharti decided to design different marketing strategies for different circles
depending on the strategies, employed by the competitors. While the
company was focusing on its pricing strategies, its competitors in various
sectors were concentrated on new service offerings and value additions (For
instance, in the Chennai circle, the cellular war between RPG Group, Bharti
and Hutch was more value and service driven). Since the players almost
immediately matched price reduction moves, companies had begun focussing
on developing value-added offerings and schemes to expand their market and
gain customer loyalty. Analysts remarked that the players were coming up
with new schemes or value-additions almost every week to get the better of
their competitors.
By constantly keeping itself abreast with the moves of its competitors and
launching various proactive/reactive schemes, Bharti was able to retain its
leadership position. Despite continual attacks from Hutch, Relaince, Spice,
Idea Cellular and BPL, Bhartis cellular services received good high response
in all circles during 2005. It was reported that in Mumbai, 60-75% of
customers seeking Airtel services were BPL Mobile and Hutch subscribers. In


6

fact, it was becoming difficult for the company to activate cellular connections
in Mumbai swiftly on account of the high rush in some cases; it took almost
three days to activate a connection.



7

OTHER COMPETITORS-
Vodafone Essar

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that
covers 16 telecom circles in India . Despite the official name being Vodafone
Essar, its products are simply branded Vodafone. It offers both prepaid and
postpaid GSM cellular phone coverage throughout India and is especially
strong in the major metros.
Vodafone Essar provides 2G services based on 900Mhz and 1800Mhz digital
GSM technology, offering voice and data services in 16 of the country's 23
licence areas.
GROWTH OF THE COMPANY AS HUTCHISON ESSAR
In 1992 Hutchison Whampoa and its Indian business partner established a
company that in 1994 was awarded a licence to provide mobile
telecommunications services in Mumbai (formerly Bombay) and launched
commercial service as Hutchison Max in November 1995. Analjit Singh of
Max still holds 12% in company.
By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison
Whampoa had acquired interests in six mobile telecommunications operators
providing service in 13



8

of India's 23 licence areas and following the completion of the acquisition of
BPL that number increased to 16. In 2006, it announced the acquisition of a
company that held licence applications for the seven remaining licence areas.
In a country growing as fast as India, a strategic and well managed business
plan is critical to success. Initially, the company grew its business in the
largest wireless markets in India - in cities like Mumbai, Delhi and Kolkata. In
these densely populated urban areas it was able to establish a robust
network, well known brand and large distribution network -all vital to long-term
success in India. Then it also targeted business users and high-end post-paid
customers which helped Hutchison Essar to consistently generate a higher
Average Revenue Per User ("ARPU") than its competitors. By adopting this
focused growth plan, it was able to establish leading positions in India's
largest markets providing the resources to expand its footprint nationwide.
In February 2007, Hutchison Telecom announced that it had entered into a
binding agreement with a subsidiary of Vodafone Group Plc to sell its 67%
direct and indirect equity and loan interests in Hutchison Essar Limited for a
total cash consideration (before costs, expenses and interests) of
approximately US$11.1 billion or HK$87 billion.










9

IDEA


COMPANY INFORMATION


Idea Cellular is a wireless telephony company operating in various states in
India. It initially started in 1995 as a join venture between the Tatas, Aditya
Birla Group and AT&T by merging Tata Cellular and Birla AT&T
Communications.
Initially having a very limited footprint in the GSM arena, the acquisition of
Escotel in 2004 gave Idea a truly pan-India presence covering Maharashtra
(excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,
Chattisgarh, Uttar Pradesh (East and West), Haryana, Kerala, Rajasthan and
Delhi (inclusive of NCR).
The company has its retail outlets under the "Idea n' U" banner. The company
has also been the first to offer flexible tarrif plans for prepaid customers. It
also offers GPRS services in urban areas.
Presently, operations exist in 11 Service Areas covering Delhi, Maharashtra,
Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal,
Haryana, UP-West, Himachal Pradesh, UP-East, Rajasthan and Kerala. With
a customer base of over 23 million, IDEA Cellular's footprint currently covers
approximately 60% of India's telecom population.


10

A frontrunner in introducing revolutionary tariff plans; IDEA Cellular has the
distinction of offering the most customer friendly and competitive Pre Paid
offerings, for the first time in India in an increasingly segmented market
Customer Service and Innovation are the drivers of this Cellular Brand. A
brand known for their many firsts, Idea is only operator to launch GPRS and
EDGE in the country. Idea has received international recognition for its path-
breaking innovations when it won the GSM Association Award for "Best Billing
and Customer Care Solution" for 2 consecutive years.
IDEA Cellular is part of the Aditya Birla Group, a US$ 24 billion corporation
with a market cap of US$ 31.5 billion and in the league of Fortune 500.
Anchored by an extraordinary force of over 100,000 employees belonging to
25 different nationalities, over 50% of its revenues flow from its overseas
operations.
With ambitious future plans, the company is poised for rapid growth across
the whole country.
Brand Information
The Brand Idea: It is almost impossible to disintegrate brand Idea from the corporate
Idea. Brand values are the company values and vise versa.
The Brand Vision: It goes without saying that the brand vision of idea mirrors the
companys vision. The brand mission statement is... To be the most customer-
focused mobile service brand, continuously innovating to help liberate our customers
from the shackles of time & space.





11

RELIANCE COMMUNICATIONS


Reliance Communications (formerly Reliance Infocomm), along with Reliance
Telecom and Flag Telecom, is part of Reliance Communications Ventures
(RCoVL). According to National Stock Exchange data, Anil Ambani controls
66.75 per cent of the company, which accounts for more than 1.36 billion
shares of the company. Reliance Infocomm is an Indian telecommunications
company. It is the flagship company of the Reliance-Anil Dhirubhai Ambani
Group, comprising of power (Reliance Energy), financial services (Reliance
Capital) and telecom initiatives of the Reliance ADA Group. Reliance
Infocomm is currently managed by Anil Dhirubhai Ambani.It uses CDMA2000
1x technology.



12

Tata Teleservices


COMPANY PROFILE
Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an
Indian Conglomerate. It runs the brand name Tata Indicom in India in various
telecom circles of India. The company forms part of the Tata Group's
presence in the Telecommunication Industry in India.
TTSL was incorporated in 1995 and was the first company to offer CDMA
Mobile services in India, specifically in the state of Andhra Pradesh.
Tata is the direct competitor with other operators in India. The company
provides unified telecommunication solutions including mobile, fixed wireless,
fixed line and broadband. Other competitors like Vodafone, Airtel, Aircel, Idea,
MTNL, and BSNL providing GSM based mobile telephony.
The company was first in India to provide free intra network calling within city
limits. They launched a unique scheme providing lifetime rental free
connectivity on its mobile and fixed wireless for a one-time charge.
The Tata Group's commitment to building a substantial presence in India's
telecom industry has seen it play a leading role in the development of the
country's



13

communications infrastructure. The telecom services of the Group are offered
under the brand name Tata Indicom, and cover all segments, from retail and
enterprise to wholesale and international. The objective is to make Tata
Indicom the preferred telecommunications choice of customers across the
country.
The Tata Indicom Enterprise Business Unit (TIEBU) is the central, specialized
enterprise sales and marketing unit for the Tata Group's telecom initiatives.
The unit is the benchmark telecom player in the enterprise space and was
formed with a view to providing customized, end-to-end voice and data
solutions to customers across India. It delivers cost-effective, integrated
solutions that are designed to fulfill the most complex communication needs.
Tata Indicom offers you a range of products and services like Wireless
Internet, Wireless USB Modem and Mobile Phones so you are always
connected.
Landline Phones Net Telephony Internet & Broadband It has partnered with
Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a reliable,
technologically advanced network. The company, which heralded
convergence technologies in the Indian telecom sector, is today the market
leader in the fixed wireless telephony market with a total customer base of
over 3.8 million.
Tata Teleservices bouquet of telephony services includes Mobile services,
Wireless Desktop Phones, Public Booth Telephony and Wireline services.
Other services include value added services like voice portal, roaming, post-
paid Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB
Modem, data cards, calling card services and enterprise services. Some of
the other products launched by the company include prepaid wireless desktop
phones, public phone booths, new mobile handsets and new voice & data
services such as
BREW games, Voice Portal, picture messaging, polyphonic ring tones,
interactive applications like news, cricket, astrology, etc.


14







PROJECT PROFILE












15

BRAND POSITIONING AND BRAND PERCEPTION
The object of positioning a brand is to cause people to feel that
there is no completely satisfactory substitute for the brand.
BRAND POSTIONING
To position a brand requires that you make choices. Having a position means
that the brand will appeal to some people and not others. A brand can be
positioned in several ways: offering a specific benefit, targeting a specific
segment, price, or distribution.
Positioning can be defined as follows:
"Positioning is how a product appears in relation to other products in the
market".
Not every product has unique truths or truths that are very different from
competition.
Brands can be positioned against competing brands on a perceptual map.
A perceptual map defines the market in terms of the way buyers perceive key
characteristics of competing products.
The basic perceptual map that buyers use maps products in terms of their
price and quality, as illustrated below:


16


BRAND POSTIONING PROCESS
Generally, the brand positioning process involves:
1. Defining the market in which the brand will compete (who the relevant
buyers are) .
2. Identifying the attributes (also called dimensions) that define the
brands 'space'
3. Collecting information from a sample of customers about their
perceptions of each brands on the relevant attributes
4. Determine each brands share of mind
5. Determine each brands current location in the brand space
6. Determine the target market's preferred combination of attributes
(referred to as an ideal vector)
7. Examine the fit between:
o The position of your brand
o The position of the ideal vector
8. Position.




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MEASURING THE BRAND POSITIONING

Positioning is facilitated by a graphical technique called perceptual mapping,
various survey techniques, and statistical techniques like multi dimensional
scaling, factor analysis, conjoint analysis, and log it analysis.

Importance of Brand Positioning

The brand stands for something important to the customer
Its values align with the customers values
It reinforces the customers self image or how the customer aspires to
be perceived
It can serve as a badge or other form of self-expression
It possesses admirable qualities
It provides unique or superior customer service
It delivers a unique product purchase or usage experience
It is entertaining
It delivers superior performance
It is venerated, has heritage (continuity, trustworthy leader, since)
It is the technology leader
It has noble aims/values
It tells an engaging story about itself
It was first -- a pioneer -- in its market



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BRAND PERCECPTION
The act of perceiving or the ability to perceive; mental grasp of brand
by means of the senses; awareness; comprehension, insight or
intuition and qualities.
The understanding, knowledge, etc. gotten by perceiving, or a specific
idea, concept, impression, etc. so formed about brand.
It refers to how the brain organizes and interprets sensory information
about brand.
Brand Perception is a creation of the brain that goes beyond the input of
sense organs. Sense organs detect changes in the environment, and transmit
the information as nerve impulses or action potentials.

Perception is the process of acquiring, interpreting, selecting, and organizing
sensory information.
The term perception may be used generally for mental apprehension, but in
philosophy it is now normally restricted to sense perceptionto the discovery,
by means of the senses, of the existence and properties of the external world.
Philosophers have been concerned with the analysis of perceptionthat is,
the study of its nature and of the processes involved in itand with its
epistemological valuethat is, how far, if at all, it can be regarded as a source
of knowledge about the world. Their answers to these closely interrelated
questions have been formulated in various theories: the commonsense theory
and other kinds of direct realism, the representative or causal theory, critical
realism, the sense-datum theory, and phenomenalism. This entry will be
devoted to the main features of perception that underlie the various theories
and that have raised philosophical problems and controversy. It will discuss
both the initial evidence that may be analyzed without recourse to scientific
findings and the causal and psychological process revealed by scientific
investigation.



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AIRTEL BRAND POSTIONING
Creating a Winning Brand Promise
The goal of Airtel brand positioning exercise is to develop a brand promise
that is unique, compelling and believable. AIRTEL brand positioning evaluates
all potential brand promises against these three criteria unique, compelling
and believable. The winning promise is delivered against all three criteria or it
wont work. The only way to assess this is to measure each of these for Airtel
brand promise option with each key target audience.
Capture the Mind. Win the Day.
Remember the Mind Is a Memory Bank To better understand what an
advertiser is up against, it may be helpful to take a closer look at the objective
of all advertising programs- the human mind.

Like a memory bank, the mind has a slot or "position" for each bit of
information it has chosen to retain. In operation, the mind is a lot like a
computer.
But there is one important difference. A computer has to accept what is put
into it. The mind does not. Infact, its quite the opposite.
The mind, as a defense mechanism against the volume of today's
communications, screens and rejects much of the information offered it. In
general, the mind accepts only that new information which matches its prior
knowledge or experience. It filters out everything else.
Choose Your Words Carefully
We had a depressingly familiar experience last week. A brand manager took
us through their fresh brand strategy, and it was terrible. It was, like most
brand positioning,



20

pointless. About eight out of every 10-brand strategies have no impact
whatsoever on brand equity. And this was going to be another addition to that
big book of pointless branding for two reasons.
First, there were too many words in the positioning statement. Three
concentric circles confronted us. The central red circle was called the brand
essence. In the middle was a blue circle called brand personality. And then
around the edge was a circle in yellow, called brand identity.
I have never seen a great brand positioning strategy that needed more than
three words to define the brand. Any more than that and the probability of
achieving any kind of impact on the market turn almost immediately to zero.




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The Brand Positioning Workshop
The Brand Positioning Workshop by Airtel is designed to gain complete
consensus among organizations management team and marketing
leadership on the brands target customers, essence, promise and
personality.
They work with you to develop their brands position in its current
marketplaces, while designing flexibility for its future growth. This includes
identifying, analyzing and selecting the brands target audiences, competitive
frame of reference and key customer benefits (functional, emotional,
experiential and self-expressive). The workshop focuses on developing the
brands essence, promise and personality. They also ensure that their brand
has chosen the most powerful benefits to own and that it has developed the
proof points and reasons to believe for those benefits.
We believe that the primary brand benefit should deliver against these
objectives:
The benefit is extremely important to your target audience(s).
Your organization has unique, sustainable competencies (and strategic
intent) in delivering against the benefit.

Your competitors are not delivering against the benefit (nor would it be easy
for them to do so in the future).
Any benefit chosen must be unique, compelling, motivating, understandable
and believable.
Understanding the Competition
When a company positions its brand in a customers mind, it is positioning
that brand against other brands. It is critical to understand the strengths,
weaknesses, opportunities and threats of each of those competitors along
with the industry structure itself. (In fact, wise organizations dedicate a person
to understanding the competition.)


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This knowledge about your competition is necessary because you want to
uniquely own an important benefit in your customers mind. Ideally, this
benefit is one, your competitors have not addressed and cannot easily
address in the future. Better yet, the benefit you own should be one that
takes advantage of your competitors.



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The Technology Advantage
Tomorrow's technology to enrich today.

SEVEN BASIC FEATURES OF AIRTEL THAT MAKES
IT SUPERIOR THAN OTHER PLAYERS
Technology
Bharti tele-communications provides and amongst the top technologies in the
world. In ranking of top 100 global technology companies, Bharti has made its
maiden appearance at a very impressive 19th position. At the 19th position,
Bharti features ahead of global companies like Microsoft, Ericsson, Motorola,
Verizon, France Telecom, IBM, Intel, Cisco and Qualcomm. It provides the
largest GSM network
Clarity
A position should be easy to communicate and quick to comprehend. Difficulty
in either suggests that a position is too fuzzy to be of value to the brand. Airtel
provides clarity and an undisrupted voice or network connection everywhere.
Distinctiveness
People have few needs that are unfulfilled, and they have many choices to fill
the needs they have. If a brands position lacks distinctiveness it will be forced
to compete on the bases of price or promotion; expensive strategies that will
not build brand equity in the long term. Airtel is distinct in its services, clarity,
network and efficiency.
Coherence
Airtel needed to deploy a cohesive and coordinated approach to operating its
systems. Speak with one voice through all the elements of the marketing mix
if one wish to create a strong position. If, for example, a brand that is


24

positioned as premium quality and price appears to be low, its quality image
will suffer. And thus meeting all such requirements is Airtels primary
objective.

Commitment
Often people will get nervous when a strong position threatens to ignore or
even alienate some segment of the population as a price of clearly
communicating to the desired target. Once a position is adopted, it takes
commitment to see it through, in the face of criticism and pot shots. Airtel is
committed to its customers and keep on looking after their tele-
communications needs.
Services
Airtel brings you a host of exciting features ranging from facilities like online
tests, in touch and Video Surveillance Solutions to trouble shooting devices
like, Net Expert and Web Jockey. Airtels provides the best broadband
services of high speed and performance to its consumers.
Coverage
It goes without saying that adopting a strong brand position requires
coverage. It is much easier to defend an appeal to everyone with a rather
generic sales pitch. You must believe that the position makes strategic sense
for the brand and then stick to your guns. Airtel covers 94 cities in India.



25



RESEARCH
METHODOLOGY







26

RESEARCH METHODOLOGY
OBJECTIVES OF STUDY
If the objective is not correct the plan that evolves cannot be correct
and the desired information cannot be achieved.

Objective provides the purpose of study. They are guiding assertions form the
basis of study. A proper and well-defined set of objectives is one of the
prerequisites for any project.

The following are the objectives:-
1) Study the brand positioning and perception of Airtel.
2) Do a comparative analysis with other company.
3) What are the various strategies being adopted for it.
4) Recognize factors that influence the customer to stick with their
network.
5) Providing major features that are needed by every customer.
6) How they are providing efficiency of after sales service by their
network.
7) Considering factors that help in increasing their sales.

SAMPLE DESIGN: -
Random sample design was adopted; the customers were selected randomly on the basis of
convenience.
SAMPLE SIZE: -
The total sample size of 50 respondents from various areas was taken.

DATA COLLECTI ON METHOD



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PRIMARY DATA: - A questionnaire was developed to be used as a checklist..
It was ensured that each respondent should be given equal importance. The
questionnaire consists of closed ended as well as open-ended questions.
SECONDARY DATA: -
The secondary data collected from the different sources: -
Website
Journals
Magazines
Company Brochures
Other Companies websites

SAMPLING TECHNIQUES
Data is analyzed and interpreted using statistical method or tools like bars,
charts, and different kinds of pie charts.
In this research; data has been collected through QUESTIONNAIRES.
The main purpose of using this type of method for collection of data is the fact
that:
1. It is free from the bias of the interviewer; answers are in respondents' own
words.
2. Large samples can be made use of and thus results can be made more
dependable and reliable.






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LIMITATIONS
1) A small sample size of 50 customers was considered due to time and
resource constraints.

2) The scope of the project is limited to the Kota only. So, we cannot say
that the same response will exist throughout India.

3) Some of the customers were not co-operative in giving correct
information even if they were aware of various features and schemes
of Airtel.

4) Human error during recording, tabulation and printing error could be
present.







29



DATA ANALYSIS
AND
INTERPRETATION









30

Q1: Which connection you are currently using?





Interpretation
Out of our sample size 32% of the population is using Bharti Airtel, which is
the highest percentage among other competitors and the remaining 68% of
the population is using Vodafone, Rliance, Iea, tata and others.






Airtel, 32%
Vodafone, 24%
Tata, 12%
Relaince, 16%
Idea, 14%
Others, 2%
Customers
Airtel
Vodafone
Tata
Relaince
Idea
Others


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Q2: out of the scale of 10, how much scale do you give to
easy recharge process of your operator?





Interpretation
The users of Bharti Airtel rated the easy recharge process, 9.5 out of 10,
which is the highest scaling given among all other operators, followed by
Vodafone, 8. Idea and Reliance have been scaled same i.e 6, and tata is
rated 4.





9.5
6
4
8
6
0
1
2
3
4
5
6
7
8
9
10
Airtel Idea Tata Vodafone Relaince


32

Q3: On what basis, you choose your operator?






Interpretation
70% of the sample population gives the first preference to the network
coverage while choosing the operator, an insignificant portion gives weightage
to the economical issues, 10% goes by the promotional offers and only 4 % of
the population says validity is the main criteria.






15%
10%
4%
70%
1%
Response
Economical
Promotional
Validity Options
Network coverage
Others


33


Q4: Out of the scale of 10, rate the network coverage of the
following operators.







Interpretation
The network coverage of Bharti Airtel has been rated the highest i.e the
average 9.5, followed by Vodafone with an average of 8.





0
1
2
3
4
5
6
7
8
9
10
Airtel Idea Vodafone Tata Relaince Othes
Response
Response


34

Q 5: Is your operator introduces promotional offers/schemes
frequently? If yes mention any two.







Interpretation
A surprising 82% of the population says yes that their respective operators
introduces schemes frequently whereas 15% of the customers says no to it
while the rest 3 % cant say about the promotional offers.


Q 6: Which operator would you prefer (except yours)?
Yes, 82%
No, 15%
Can't Say, 3%
Response
Yes
No
Can't Say


35







Interpretation
55% of customers want to go with Bharti Airtel, 20% prefers Vodafone, Idea is
preferred by 10% of the sample selected, 10% wants to prefer M.T.N.L. and
5% wants to prefer Tata.






5%
0
10%
10%
20%
55%
0% 10% 20% 30% 40% 50% 60%
Others
Relaince
Tata
Idea
Vodafone
Airtel
No of Rrespondents


36

Q7: Do you give preference to advertisement for choosing
your operator?




Interpretation
40 people out of the population of 100 customers says that they give
preference to the advertisements, for 25 customers advertisement does not
play a major role, rest 35 cant say.







Yes, 40%
No , 20%
Can't Say, 30%
No.of Respondents
Yes
No
Can't Say


37

Q8: Out of the scale of 10, how much score do you give to
customer care support of your operator?





Interpretation
The customers of Airtel have rated the highest of 8 in terms of customer care
support, next leader in this is the Vodafone and have been rated an average 8
marks, idea and reliance have been rated the same 6 and Tata following the
leaders after securing 5.



8
7
6
5
6
2
0 1 2 3 4 5 6 7 8 9
Airtel
Vodafone
Idea
Tata
Relaince
Others
Response


38

Q9 What do you think about the Airtels advertisements?




Interpretation
Response gets from the People about the Airtels advertisement
65% people say its excellent 25% says good 7% sya average &
3% say its poor.



65
25
7
3
Respondents
Excellent
Good
Average
Poor


39

Q10. Are you satisfied with your current operator?




Interpretation
About 35% respondents say they are strongly satisfied 25% says they are
somewhat satisfied 25% say they have no problem means they are moderate
& 15% are somewhat dissatisfied.


Strongly satisfied,
35
Somewhat
satisfied, 25
Moderate, 25
Somewhat
dissatisfied, 15
Response
Strongly satisfied
Somewhat satisfied
Moderate
Somewhat dissatisfied


40

Q11. What is the first thing that comes to your mind when you
take the new connection?




Interpretation
Respondents say that when they take new connection things comes in the
mind 30%people say operator ,25%say networking,25% says scheme, 10%
says economical & 10% say the advertisement.



30
25
25
10
10
0 5 10 15 20 25 30 35
Connection/Operator
Network Coverage
Scheme
Economical
Advertisement
No. of Response



41



FINDINGS
&
CONCLUSION








42

Findings

1) All respondents of Kota keep the meaning of Branding in their mind.

2) All respondents also informed with Branding concepts.

3) Approx 60% respondents of Kota know about the branding approx
40%. Respondents of Kota are not known about the branding It means
in Kota it had a mix of the situation.

4) The respondents feels that they shoul take care of their response for
the future decisions.
5) All respondents believe that an operator of any company should have
the something for the customer benefits.










43

Conclusion
In our view, Airtel has the most recognizable brand in the Indian
operator space, with 30.8% of our respondents able to identify it as
a mobile brand unaided. While this is lower than many of its
competitors, examination of the various brand strength indicators
shows Airtel has a much stronger brand than its competitors do. Of
respondents, 27.4% identified Airtel with cool, 26% with
creative, and 22% with technically advanced. Only 8.6% of
respondents identified Airtel with cheap. These are solid brand
equity numbers, which Bharti can continue to capitalize on as it
competes in an increasingly crowded space. It has increased its
market share from 20.5% to 21.5% of the market. Driving some of
this growth are experiences of Airtel customers. Some of our other
research suggests Airtel customers are quite satisfied with almost
all aspects of Bhartis offering.






44



Suggestion
&
Recommendation









45


Airtel should focus on the server down problem. So as to enable its customer a
smooth and uninterrupted services such that free flow of services.

Airtel should also focus on improving its IMAGE in the fast paced market
competition.

Aitrel should focus on more PROMOTION tactics to increase its brand
perception. They should display proper advertisement boards, hoardings, in order
to increase the image of the company in the minds of the consumer.

It should display hoardings at the places where the footfall is high like metros,
bus stands mall etc.

Airtel should better up with their network and connectivity problems so as to
maintain their hold in the market, as it is a service not a product.

The tariff plans should not be complex, but should be very easy to explain to the
customer by the FOS (feet on street). The FOS should have proper knowledge e
about the schemes provided by the company so that they can convey the right
message to the customer base politely.


Airtel should make a different cell for customer satisfaction, where in the people
so employed can personally look after their complaints, rather than waitin for the
channel member to do the same.



46

It should have a proper complaint BOXES, at their respective outlet where they
can focus on customer demands and needs.

The company should assure of proper supply of recharge vouchers cards to its
distribution networks, so that they can provide it to the customers on time.

Airtel should also be tough on their LBAS (Local Business Associates) if they are
not providing proper results, as they do have a tendency of taking things for
granted some times.

Hence working on above-mentioned recommendations can help airtel to gain
more market share and further strengthen their hold on positioning in the
minds of the customers. Last but not the least; Airtel is a major player in the
market as they are providing lucrative schemes with excellent margins.











47

BIBLIOGRAPHY

BOOKS:-
* Research Methodology - Kothari, C.R.
* Marketing Strategies - Kotler Phillip
* Literature Provided by the Company.
WEBSITES:
* www.airtel.com
* www.bharti.com

SEARCH ENGINES
* www.google.com
* http://www.msn.com
* www.yahoo.com
* www.wickypedia.com



48








Questionnaire












49


Customer's Name: .
Address: .
Phone No: .



1. Which Connection you are currently using? Give reason for choosing this
connection?

AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS



.


2. Out of scale of 10, how much scale do you give to easy recharge process of
your operator?
AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS


3. On what basis, you choose your operator?

a) Economical
b) Promotional Offers
c) Validity Options
d) Network Coverage
e) Others please specify........................................
4. Out of scale of 10, rate the network coverage of the following operators?


50

AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS


5. Is your operator introduces promotional offers/schemes frequently? If yes, write
any two?
a) Yes
b) No
c) Can't say
..
..

6. Which operator would you prefer except yours?
AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS


7. Do you give preference to advertisement for choosing your operator?
a) Yes
b) No
c) Cant say

8. Out of scale of 10, how much score do you give to Customer Care Support of
your operator?
AIRTEL VODAFONE IDEA TATA RELIANCE OTHERS




9. What do you think about the Airtels advertisements?
a) Excellent
b) Good


51

c) Average
d) Poor
10. Are you satisfied with your current operator?
a) Strongly satisfied
b) Somewhat satisfied
c) Moderate
d) Somewhat dissatisfied
e) Strongly dissatisfied
11. What is the first thing that comes to your mind when you take new connection?
a) Connection/Operator
b) Network Coverage
c) Scheme
d) Economical
e) Best Advertisement