Preface

As a student of BBA (HONS) 16th batch,the survey on AIRTEL. It has

been provided to me by my department ,under the guidance of Miss.
Mayuri Jain
I conducted this work in Sagar City. It presents synoptic
review the research methodology, objectives, limitations and suggestions
regarding the existing product. A field survey was conducted with the
help of questionnaire and personal interview in Sagar City.
The main aim of this survey is to know about the level of
customer satisfaction regarding airtel services in Sagar city. It also
includes service utility, people behavior, satisfaction, imagination,
company policies & customer problems.
This survey is made to answer and expose above mentioned
topics through statistical representation, pie diagrams and graphs.

NIKHAR AGRAWAL
B.B.A(HONS.) 16TH BATCH

ACKNOWLEDGEMENT
I would like to whole hearty thank and express my sincere gratitude to
Prof. Y.S. Thakur Head of the Department of Faculty of Management
Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar for giving this
opportunity to file Company Profile on the company assigned to me.
.I am highly obliged to Miss Mayuri Jain Lecturer,Miss Shakuntala
Yadav,Miss Devagya Shrivastav, Mrs. Jyoti Pandey, Mr.Shree Bhagwat,
Mr. Ankur Randhelia, Miss Pragya Bhargav,Mr. Girbal Singh Lodhi,
Miss Priyanka Jhakariya & all Faculty member, for guiding me in
various aspects of this project like conducting field work and designing
questionnaire and suggesting me the Project Work and helping me in
finalising the Report. I express my gratitude to all the customers who
very kindly discussed various aspects of this study and provided useful
suggestions for discussing various problems.
Lastly, I Must express my gratitude to all the elders of the family and
citizen of the city who blessed me in course of discussion. I also extend
my sincere thanks to my family and my friends for their encouragement
and support.
NIKHAR AGRAWAL
B.B.A(HONS.) 16TH BATCH

Faculty of Management Studies

Dr. Hari Singh Gour Vishwavidhyalaya, Sagar
CERTIFICATE
This to certify that MR. NIKHAR AGRAWAL Student of B.B.A.
(Hons) 16th Batch, Faculty of Management Studies Dr. Hari Singh Gour
Vishwavidyalaya, Sagar (M.P.) Has diligently worked on the Project
Report of the Company Profile of AIRTEL. He has done this Work
under My Guidance and Supervision. This project work is original and not
submitted earlier for the award of any degree or associate ship of any
other University.
During this study he made meticulous efforts for its completion. I
wish him all the best in this sincere endeavors for a bright and successful
future.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the Department

Examiner

DECLARATION

I hereby declare that the project work entitled Company

Profile of AIRTEL submitted to the Faculty of Management Studies
Dr. Hari Singh Gour Vishwavidyalaya, Sagar (M.P.), is a record of an
original work done by me under the guidance of MISS MAYURI JAIN
Lecturer & Faculty Member at the Faculty of Management Studies Dr.
Hari Singh Gour Vishwavidyalaya, Sagar (M.P.). I also ensure that this
work done by me is purely original and is my own creativity.

NIKHAR AGRAWAL
Enrollment

CONTENTS

no.: Y1118020025

S.No.

TITLE

Page No.

INTRODUCTION
Objective

Introduction

History

Mission and values of the company

Overview of the company

RESEARCH METHODOLOGY

Importance of the Study

Scope

Data Collection Methods

COMPANY PROFILE

Boards of Director
Executive Team
DATA ANALYSIS AND INTERPETATION

Graphical Presentation

Swot Analysis

Summary (Conclusion)

Findings

Limitation

Suggestion

Reference
o Bibliography
o Questionnaire

INTRODUCTION
HISTORY OF COMPANY
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 66,689,943
customers as on April 30, 2008, consisting of 64,370,434 GSM mobile
and 2,319,509 Bharti Telemedia subscribers.

The businesses at Bharti Airtel have been structured into three individual
strategic business units (SBUs) - mobile services, telemedia services
(ATS) & enterprise services. The mobile services group provides GSM
mobile services across India in 23 telecom circles, while the ATS business
group provides broadband & telephone services in 94 cities. The
enterprise services group has two sub-units - carriers (long distance
services) and services to corporates. All these services are provided under
the Airtel brand.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and
The National Stock Exchange of India Limited (NSE).
The company has a strategic alliance with SingTel. The investment made
by SingTel is one of the largest investments made in the world outside
Singapore, in the company.
The companys mobile network equipment partners include Ericsson and
Nokia. In the case of the broadband and telephone services and enterprise
services (carriers), equipment suppliers include Siemens, Nortel, Corning,
among others. The Company also has an information technology alliance
with IBM for its group-wide information technology requirements and
with Nortel for call center technology requirements. The call center
operations for the mobile services have been outsourced to IBM Daksh,
Hinduja TMT, Teletech & Mphasis

BOARD OF DIRECTORS
The Board of Directors of the Company has an optimum mix of Executive
and Non-Executive Directors, which consists of three Executive and fifteen
Non-Executive Directors. The Chairman and Managing Director, Mr. Sunil
Bharti Mittal, is an Executive Director and the number of Independent
Directors on the Board is 50% of the total Board strength. The independence of
a Director is determined on the basis that such director does not have any
material

pecuniary relationship with the Company, its promoters or its

management, which may affect the independence of the judgment of a

Director.
The Board members possess requisite skills, experience and expertise required
to take decisions, which are in the best interest of the Company.
The composition of the Board is as under:
Sunil Bharti Mittal
Rajan Bharti Mittal
Akhil Gupta
Rakesh Bharti Mittal
Chua Sock Koong
N. Kumar
Kurt Hellstorm
Donald Cameron
Paul OSullivan
Professor V.S. Raju
Pulak Chandan Prasad
Bashir Abdullah Currimjee
Gavin Darby
Syeda Imam
Ajay Lal

York Chye Chang

Paul Donovan
Arun Bharat Ram

Vision

BY 2011 AIRTEL WILL BE THE MOST ADMIRED BRAND IN

INDIA:
o

LOVED BY MORE CUSTOMERS.

TARGETED BY TOP TALENT.

BENCHMARKED BY MORE BUSINESS.

COMPANY PROFILE
Airtel comes to you from Bharti Tele-Ventures Limited - a
part of the biggest private integrated telecom conglomerate, Bharti
Enterprises. A consortium of giants in the telecommunication business. In
it's six years of pursuit of greater customer satisfaction, AirTel has
redefined the business through marketing innovations, continuous
technological up gradation of the network, introduction of new generation
value added services and the highest standard of customer care.
Bharti is the leading cellular service provider, with an all India footprint
covering all 23 telecom circles of the country. It has over 12 million
satisfied customers.
Cellular telephony was introduced in India during the early 1990s. At that
time, there were only two major private players, Bharti (Airtel) and

Essar (Essar) and both these companies offered only post-paid services.
Initially, the cellular services market registered limited growth.
Moreover, these services were mostly restricted to the metros. Other
factors such as lack of awareness among people, lack of infrastructural
facilities, low standard of living, and government regulations were also
responsible for the slow growth of cellular phone services in India.
Although the cellular services market in India grew during the late 1990s
(as the number of players increased and tariffs and handset prices came
down significantly) the growth was rather marginal. This was because the
cellular service providers offered only post-paid cellular services, which
were still perceived to be very costly as compared to landline
communications.
Following this realization, the major cellular service providers in India,
launched pre-paid cellular services in the late 1990s. The main purpose of
these services was to target customers from all sections of society (unlike
post-paid services, which were targeted only at the premium segment).

Bhartis Mission
To be globally admired for telecom services that delight
customers.

We will meet global standards for telecom services that delight customer
through:
Customer Service Focus
Empowered Employees
Cost Efficiency
Unified Messaging Solutions
Innovative products and services

 Error- free service delivery

Airtel AllOver

ACHIEVEMENTS

First to launch Cellular service on November 1995.

First operator to revolutionaries the concept of retailing with the

inauguration of AirTel Connect (exclusive showrooms) in 1995.

First to introduce push button phone in India.

First to expand it's network with the installation for second mobile
switching center in April, 1997 and the first to introduce the
Intelligent Network Platform First to provide Roaming to its
subscribers by forming an association called World 1 Network.

First to provide roaming facility in USA. Enjoy the mobile roaming

across 38 partner networks & above 700 cities Moreover roam
across international destinations in 119 countries including USA,
Canada, UK etc with 284 partner networks.

BHARTI announces aggrement with VODAFONE marking the

entry of the World's Largest Telecom Operator into India

Bharti Enterprises and AXA Asia Pacific Holdings Limited

announce Partnership for a life insurance joint venture in India

Airtel Launches future factory - Centres of Innovation to Incubate

Pioneering Mobile Applications

16 states, 600 million people. Only India's leading mobile service

offers you the truly 'freedom-packed' Prepaid!

It is also the first company to export its products to the USA.

BHARTI announces agreement with VODAFONE

marking the entry of the World's Largest Telecom

Operator into India

Vodafone to invest approximately Rs. 6,700 crores (approx. USD

1.5 bn.) to acquire around 10% in Bharti Tele-Ventures Ltd.

Bharti Enterprises, SingTel and Vodafone to take Bharti TeleVentures Ltd. to unassailable leadership position in India

The largest single foreign investment ever in the history of India

The largest investment in the Indian telecom sector

Bharti establishes its supremacy in the Indian telecom market,

having attracted Asias best SingTel, and now worlds best
Vodafone.

Bharti set to gain global leadership in the telecom sector

Bharti Enterprises continues to hold shareholding and management

control in Bharti Tele-Ventures.

AIRTEL BROADBAND

Bharti Televentures is the fixed line operator business of Airtel. In the

recent branding exercise, all the services have been offered under the
Airtel brand. Data is the next driver for growth. This is clear to the
operators who have belatedly realized the implications for having a pie in
all the segments of telecommunications. Hence Bharti ventured in the
broadband market.
However, the main contention in the broadband market is the price
offering which includes the bandwidth costs as well as the cost of laying
down the copper wire. Typically, in the mentality of the profit making
exercise, Airtel has so far focused only in those areas where it perceives
that a huge market is present. However, I still hold that their thrust should
be in smaller towns and cities where BSNL would ultimately usurp their
potential customer base. It seems that their fancily paid MBAs havent
really understood the success of BSNL who focused on the B and C class
cities where it has drawn unparalleled support despite the lousy customer
experiences. This is because of the absence of any other operator.
The current offerings by Airtel does not really enthuse a potential
customer who is looking at sustained data transfer. It is the classic case of
having something better than nothing.
Add to the lousy customer care that Airtel is slowly perfecting, it is staffed
with people who usually land up in their jobs with little idea of their job

profile. The so-called Tech engineers have often been unable to help a
customer who is facing issues with the connectivity.

AIRTELs ENTERPRISE SERVICES

The company is a part of Bharti Enterprises, and is India's leading
provider of telecommunications services. The businesses at Bharti Airtel
have been structured into three individual strategic business units (SBUs)
- mobile services, broadband & telephone services (B&T) & enterprise
services. The mobile services group provides GSM mobile services across
India in 23 telecom circles, while the B&T business group provides
broadband & telephone services in 90 cities. The Enterprise services
group has two sub-units - carriers (long distance services) and services to
corporates. All these services are provided under the Airtel brand.

Our Services:

Voice Services

Mobile Services

Satellite Services

Managed Data and Internet Services

Managed e-Data Services

AIRTEL SERVICES
AIRTEL NEWS

Bharti Airtel inks USD 400 million network expansion contract with
NOKIA

Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600 crores, PBT
crosses Rs. 1,000 crores.

Bharti Airtel is amongst Indias Most Admired Knowledge

enterprises in 2006.

Sunil Bharti Mittal receives The Honorary Fellowship from IETE.

Notice of postal ballot for seeking consent of the shareholders on

scheme of amalgamation of Satcom Broadband Equipments Limited
and Bharti Broadband Limited with Bharti Airtel Limited.

Bharti Airtel to Observe Silent period from October 1, 2006.

PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian
cellular market witnessed a surge in cellular services. By 2005, there were
a total of 12 players in the market with the five major players being Bharti
Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL),
Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and
Reliance India Mobile (RIM) (Refer Exhibit I).
All the players except RIM offered services based on the Global System
for Mobile (GSM) technology. RIM provided services based on Code
Division Multiple Access (CDMA) technology as well as GSM.
As competition in the telecom arena intensified, service providers took
new initiatives to woo customers. Prominent among these were - celebrity
endorsements, loyalty rewards, discount coupons, business solutions and
talk time schemes. The most important consumer segments in the cellular
industry were the youth segment and the business class segment. The
youth segment was the largest and fastest growing segment and was
therefore targeted most heavily by cellular service providers.
Bharti Tele-Ventures adopted celebrity endorsement as its chief
promotional strategy. By 2004 it emerged the unprecedented leader
commanding the largest market share in the cellular service market.
(Refer Exhibit II). Hutch implemented the celebrity endorsement strategy

partially, relying primarily on its creative advertising for the promotion of

its brand. BSNL, on the other hand, attracted the consumer through its
low cost schemes. Being a state owned player, BSNL could cover rural
areas, and this helped it increase its subscriber base. Reliance was another
player that cashed on its innovative promotional strategies, which
included celebrity endorsements and attractive talk time schemes. Idea,
relied heavily on its creative media advertising sans celebrities.

RESEARCH METHODOLOGY
Marketing research is often concerned with the behaviors of the consumer in
the respect marketing research have drawn heavily on the behavioral. Sciences
such a psychology and sociology in fact the contribution of these science to
marketing research have been very significant especially with regard to two
aspect.
1. The research technique used by psychology and they have amply used
sociologists being of considerable relevance to marketing researchers.
2. The concept and the theories of these behavioral sciences are also proved
to be relevant to market researcher.

DATA SOURCES
Data is collected from both the Primary sources i.e. questionnaire and
also
from Secondary sources.
Primary sources:
The primary source of data collection is through questionnaire. The
questionnaires are distributed among 35 peoples and their view is
recorded
and

used

in

analyzing

the

data

Secondary sources :
The secondary sources includes online sites, newspapers and
templates from
AIRTEL distributions centers and AIRTEL Customer Care

OBJECTIVE OF THE STUDY

The

objective of the study is to find out

The organizational & operational structure of BHARTI AIRTEL.

Overall review of Indian Telecom Sector
What are the different Strategies Used by Bharti Airtel to Fight competition
Analysis of its financial performance with that of its competitors.
Analysis of its Advertising strategies & that of its competitors.

GRAPHICAL REPRESENTATION:
Customer survey
Table WHICH MOBILE SERVICE YOU USE

r Company Name
h
Airtel
a

Idea
Reliance
Vodaphone
BSNL
Total

Representation:

In Number

Percentage

9
10
6
6
4
35

25%
28%
18%
18%
11%
100

G
ap
ic
l

Table: IMPORTANCE REGARDING SERVICE

What do you think, is important for you?

In Number

Percentage

Connectivity
Coverage
Roaming
Local Call
All

4
9
7
5
10

12
25
21
15
27

Total

35

100

Graphical Representation:

Feature of AIRTEL forced people to use AIRTEL is

Values shown in Percentage

Feature of AIRTEL is better than the peoples previous cellular

service.

Type of advertisement mostly like by people in AIRTEL is

Celebrity liked by people very much in AIRTEL

People take benefits of schemes offered by AIRTEL

People like most in AIRTEL is

CONCLUSION
The conclusion of my study is that AIRTELs Advertising has a major
impact its users. People like its schemes very much .AIRTEL had created
a very good image on the mind of the new users of cellular service.
AIRTEL has adopted a very good strategy by providing a new connection
with NOKIA who is market leader in mobile set, many new users buy
Nokia sets and they get a free connection of AIRTEL. AIRTEL is
successful in capturing the highest market share by adopting Celebrity
Endorsement Strategy. A.R. Rehmaans tune for AIRTEL worked as free
advertising for AIRTEL as another service user uses it too. Other
celebrities like Shahrukh Khan (bollywood) and Sachin Tendulkar
(Cricket) has also contributed very much in AIRTEL.

BIBLIOGRAPHY

ON-LINE WEBSITE:
.

http://www.airtel.in/
http://www.tamindia.com/tamindia/Adex_News_TV.htm
http://en.wikipedia.org/wiki/Main_Page

NEWSPAPERS:

Times of India (15 Oct 2006- 2 Nov 2006)

Marketing Management, Dr. S.L. Varshney and

BOOKS:

Dr. R.L. Gupta, Third Revised Edition,

Sultan

Chand

and

Sons.

FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)
QUESTIONAIRE
Researcher's Name : Nikhar Agrawal
___________________
Class : B.B.A. II Sem

Name of Person :

Age : _____________________________

Gender : Male
________________________

Occupation :

If AIRTEL than proceed further

1. How did you know about AIRTEL cellular service?
a) Friends

b) Advertisements c) Other Sources

2. Which feature of AIRTEL forced you to used AIRTEL?

a)Advertisements

b) Connectivity

c) Schemes

d) Goodwill
3. Which was your first choice of cellular service when you want to
use mobile phone?
a) AIRTEL

b) HUTCH c) IDEA

d)RELIANCE e)TATA INDICOM

f) OTHERS

4. Which feature of AIRTEL is better than your previous cellular

service?
a) Advertisements

b) Connectivity

c) Schemes

5. How many AIRTEL users in your phone book?

a) Less than 30% 30% - 70% b) More than 70%

6. Which type of advertisement you most like in AIRTEL?
a)Audiovisual b)Print c) Audio

7. Which celebrity you like very much in AIRTEL?

a) Sachin

b) Shahrukh c) Kareena d) A.R. Rehman

Have you take benefits of any scheme offered by AIRTEL?

8.

a) YES b)NO

9. Which you like most in AIRTEL?

a) NOKIA + AIRTEL

b) AIRTEL MAGIC

c) Postpaid services d) Airtel Broadband

10. Which service you like most in AIRTEL?
a) AIRTEL missed you service b) Free Ringtones c) Free Hello
tunes
11.
Do you participate contest offered by AIRTEL like KBC-2 &
Indion Idol-2?
YES NO
12.

Which type of recharge cards you like most?

a) More talktime b) More validity c) Both (i.e. Post paid)

13.

Which type of advertisement you like the most?

a) audio-visual b) audio

LIMITATION
COSTLY

In the prepration of project lot of money Waste

REQUIRED EFFORTS

It take much efforts to complete the project in searching magazine,

news paper and Internet.

FINDINGS
It was found that 52% of the customers are Business persons.

 The study stated that the income levels of Airtel consumes are high in range
of 8000 to 12000.
As per the study among all the factors that are influencing to
purchase Airtelthe following have their role as friends 22%,
Advertisements 20%, Goodwill/Fame 28%, Personal Choice 30% are
the factors influencing to purchase of AIRTEL.
It was found that 10% felt very good, 40% good, 38% are
f e l t a v e r a g e a n d 12% are satisfactory with Airtel purchase.
With regards of Airtel services 20% felt very good, 42% good,
32% felt thesatisfaction is average and 6% are not satisfied.
The study stated that there are 62%
customers. Rest 38%are postpaid users.

prepaid

connection

Out of total 10 respondents regarding postpaid connection 10

respondents aresatisfied with postpaid Airtel rental plans and other 9 are
not.
As per the study 17% felt very good, 32% good, 21% felt their
satisfaction isaverage and 30% are not satisfied towards the maintenance
of Airtel services.
As per the study 12% felt very good, 23% good, 42% felt their
satisfaction isaverage and 23% are not satisfied towards the pricing
strategy of Airtel services.
As per the study 9% felt very good, 44% good, 32% felt their
satisfaction isaverage and 15% are not satisfied towards the performance
of Airtel services.
As per the study 14% felt very good, 425 good, 32% felt their
satisfaction isaverage and 13% are not satisfied towards post sales
services of Airtel.

SUGGESTION & RECOMMENDATIONS

 The major consumers of Airtel are business people, so the

company even hasto concentrate more on other segments of

consumers like employees, students and others.
Company has to strive hard to increase the good will of company.
The

satisfaction level of consumers has to

i n c r e a s e d b y p r o m o t i n g t h e i r services t best they can.

be

Advertisements have to be in the way that they reach every corner of

place, so that everyone will be aware of Airtel.

Company should concentrate more on postpaid connect

i o n s a l o n g w i t h prepaid.
AIRTEL should concentrate on the promotional activities for

the customersand for the retailers.

Improve the marketing personnel and they should give full

knowledge to the customers and retailers.

AIRTEL must improve their personnel selling direct contacting

customers to give awareness of their products

By virtue of its connectivity and advertising strategy AIRTEL is

successful in grabbing the highest market share in India, but there are
still some
recommendations from my study point of view is that AIRTEL needs to

make its network service more stronger than other service providers to
dominate the market in future too.
AIRTEL should introduce cheaper recharge cards than the other

because its competitor HUTCH had introduced it.

AIRTEL should sign more celebrities from cricket and

bollywood.

SCOPE OF STUDY

 To c onduct t hi s re se a rc h t he ta rge t popul at i on wa s t he

mobi l e use rs, Who are using GSM technology.
Targeted geographic area of Sagar. Sample size of 35 persons was taken.
To these 35 people a questionnaire was given.
The date during which questionnaires were filled.
Finally the collected data and information was analyzed and compiled to
arrive at the conclusion and recommendations given.
Lack of time is the basic limitation in the project.
Money played a vital factor in the whole project duration.

SWOT ANALYSIS