SHRI RAMSWAROOP MEMORIAL UNIVERSITY

LUCKNOW- DEVA ROAD, UTTAR PRADESH

SUMMER TRAINING REPORT

ON

"Marketing analysis of Airtel in Fresers reference in Lucknow city"

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF DEGREE
OF
BACHELOR OF BUSINESS ADMINISTRATION
TO
SHRI RAMSWAROOP MEMORIAL UNIVERSITY
2016-17
Under the Guidance of:

Submitted By:

Mr. Abhishek Kulshreshtha

Pradeep Kumar

(Assistant Professor)

Roll No- 201410702110055

Department of Management & Commerce

SRMU, Lucknow

CERTIFICATE OF ORIGINALITY
I_____________________________________ Roll No __________________of, a full time
bonafide student of first year of Master of Business Administration (MBA)/ Bachelor of
Commerce (H)/ Bachelor of Business Administration (H) Programme (Year) of Shri
Ramswaroop Memorial University. I hereby certify that for this project work carried out by
me at _________________________________________________ the

report

submitted

in partial fulfillment of the requirements of the programme is an original work of mine

carried

out

under

the

guidance

of

the

industry

___________________________________________________________________

mentor
and

faculty mentor _______________________________________________________ and is

not based or reproduced from any existing work of any other person or on any earlier work
undertaken at any other time or for any other purpose, and has not been submitted anywhere
else at any time to the best of my knowledge.

(Student's Signature)
Date:

DEPARTMENT OF MANAGEMENT & COMMERCE

SRMU

This is to certify that the project entitled Marketing analysis of Airtel in Fresers

reference in Lucknow city submitted by Pradeep Kumar [Univ. Roll No.

201410702110055 and in the partial fulfillment of the requirement for the award of the
DEGREE OF MASTER OF BUSINESS ADMINISTRATION/ BACHELOR OF
COMMERCE (H)/ BACHELOR OF BUSINESS ADMINISTRATION (H)

of SHRI

RAMSWAROOP MEMORIAL UNIVERSITY to the best of my knowledge it is a record

of students own work carried under our supervision and guidance. The project report
embodies result of original work and the study carried out by the student and the contents do
not form the basis for the award of any other degree to the candidate or to anybody else.

Dr. Abhishek Kulshreshtha

Assistant Professor

Director
(Management, Commerce & Economic)

DEPARTMENT OF MANAGEMENT & COMMERCE

SRMU
3

DECLARATION

I hereby declare that the project entitled Marketing analysis of

Airtel in Fresers reference in Lucknow city
submitted by me in the partial fulfillment of the requirements for the award of the degree of
Master of Business Administration of Shri Ram Swaroop Memorial University, is a record of
my

own

work

carried

under

the

supervision

and

guidance

of

..
To the best of my knowledge this project has not been submitted to SHRI RAMSWAROOP
MEMORIAL UNIVERSITY or any other University or Institute for the award of any degree.

Name- Pradeep Kumar

University Roll. No- 201410702110055

Acknowledgement
4

I would like to thank for providing me the opportunity to add a new dimension in my
knowledge by getting training in this esteemed organization.
It gives me great pleasure to express my regards and profound gratitude to my Mentor
Mr. Abhishek Kulshreshtha for his expert guidance throughout my training. I am highly
indebted for his painstaking attention and giving me his valuable time towards my projects
and suggestions which helped shape my project to perfection.
The acknowledgement will not be complete without a vote of thanks to the entire
team of CENTRAL QUALITY for their help and support at all times. There are numerous
other people whom I may not be able to acknowledge here but their contribution is equally
important in the success of my project.
Finally I want to thank all my friends with whom I had developed a special bond for
their helping attitude and co-operation during the course of this project.
{Pradeep Kumar}

CONTENTS

Abstract
Executive Summary
Introduction
Review of Literature
Research Design / Methodology
Analysis
Limitation
Conclusion
Questionnaire
Bibliography

ABSTRACT:6

Today the world economy has undergone a radical transformation in the

last two decades. The companies are emerging at the faster level. The
technology and advances have permitted companies to widen substantially both
the Markets and suppliers sources. Now as companies are emerging with their
new products, marketing has become exuberant activity in expanding the
market globally.
Marketing starts with human need and wants. It is a human activity
directed at satisfying needs and wants through exchange process.
Marketing management deals with identifying and meeting human and
social needs. It is basically a meeting needs profitability.
In other words we can say that It is the process of planning and
executing conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational goals.
The aim of marketing is to know and understand the customer so well, that the
product or service fits him and sells itself.
It acts as an instrument to lift up the standard and life style of the
economy with the help of marketing; we are able to get the products at our
doorstep at our choice and needs. The whole economy would be sluggish if
marketing did not exist. Marketing is of critical importance because it maintains
stability in the economic condition.
Marketing is an existing, dynamic and contemporary field. It is
recognized as the most significant activity in the society.

Marketing has a widest connection which includes in its fold selling,

buying, Transportation, warehousing, pricing and packaging. All these activities
geared up together to reach strong preferences for particulars expectation and
perception of Airtel users
As such todays companies are facing the toughest competition
everywhere marketing is playing a very important role.

Executive summary:
The topic selected by me is the A
Comparative Study Of Airtel Specific Post-Paid Plans, Network,
Services, And Customer Satisfaction with Other Competitors in Uttar
Pradesh (East) the main objective of the research is to do the
comparative analysis of the telecom market with comparison with the
Airtel. To find out the position of the Airtel where it stand in the market
in comparison with the compotators, to know its comparative advantage.
The methodology follow in the project is through the survey and the
collections of the data form various sources, like internet, company past
record, customer interaction, boss guideline.
The analysis plan was made by me was to analyzing the customer what
kind of plans they want, which company satisfy them. How can we make
them to switch to Airtel, what are the market plans other company

The result was that the Airtel is having the comparative

advantage over other companies, due to its plan, tariff plans,
schemes network, and the good will the Airtel is at no. 1 place in
the Indian telecom market leaving behind Vodafone, BSNL, and
Reliance

INTRODUCTION:Indian telecom sector is more than 165 years old. Telecommunications was first
introduced in India in 1851 when the first operational land lines were laid by the
government near Kolkata (then Calcutta), although telephone services were
formally introduced in India much later in 1881. Further, in 1883, telephone
services were merged with the postal system. In 1947, after India attained
independence, all foreign telecommunication companies were nationalized to
form the Posts, Telephone and Telegraph (PTT), a body that was governed by
the Ministry of Communication. The Indian telecom sector was entirely under
government ownership until 1984, when the private sector was allowed in
telecommunication equipment manufacturing only. The government concretized
its earlier efforts towards developing R&D in the sector by setting up an
autonomous body Centre for Development of Telemetric (C-DOT) in 1984 to
develop state-of-the-art telecommunication technology to meet the growing
needs of the Indian telecommunication network. The actual evolution of the
industry started after the Government separated the Department of Post and
Telegraph in 1985 by setting up the Department of Posts and the Department of
Telecommunications (Dot).
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 48,853,758 customers as
on August 31, 2007, consisting of 46,814,745 GSM mobile and 2,039,013
broadband & telephone customers.
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 94 cities. The enterprise

10

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).

Partners
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.

Organization Structure:

11

Factsheet
Bharti Airtel Limited.
Name
Business

Provides mobile, broadband & telephone (fixed line) and

12

Description

enterprise services (carriers & services to corporates)

Established
Proportionate

July 07, 1995, as a Public Limited Company

Rs. 184,202 million (year ended March 31, 2007-Audited)

Revenue

Rs. 117,255 million (year ended March 31, 2006-Audited)

Proportionate

As per Indian GAAP Accounts

Rs. 74,407 million (year ended March 31, 2007-Audited)

EBITDA

Rs. 42,250 million (year ended March 31, 2006-Audited)

Shares in Issue
Listings

As per Indian GAAP Accounts

1,897,148,464 as at June 30, 2007
The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India Limited (NSE)

Market
Capitalisation
Customer Base

48,853,758 GSM mobile and 2,039,013 broadband &

telephone (fixed line) customers (Status as at month ended

Operational

August 31, 2007)

Provides GSM mobile services in all the 23 telecom circles

Network

in India, and was the first private operator to have an all

India presence.
Provides broadband (DSL) and telephone services (fixed

line) in 94 cities in India.

Registered Office Bharti Airtel Limited
(A Bharti Enterprise)
Qutab Ambience (at Qutab Minar), Mehrauli Road,
New Delhi - 110 030
Tel. No.: +91 11 4166 6000
Fax No.: +91 11 4166 6011/12
13

14

15

Business Divisions
Mobile Services

We offer mobile and fixed wireless services (FWP) using GSM

technology on 900MHz and 1800MHz bands, and are the largest wireless
service provider in the country, based on the number of customers. Our
42,703,938 mobile customers accounted for a market share of 23.5% of wireless
market, as on June 30, 2007.
We offer postpaid, prepaid, roaming and value added services through our
extensive sales and distribution channel covering over 640,000 outlets.
Our network is present in 4,855 census towns and 243,584 non-census towns &
villages in India, covering approximately 62% of the countrys population. Our
network operating centers, which monitor the health of our mobile network are
located in Gurgaon, near Delhi, and Chennai.

Broadband & Telephone Services

We provide broadband (DSL) and fixed line telephone services in 94

cities. We had 1,972,259 customers as on June 30, 2007 of which 33.1% were
subscribing to broadband services.

16

The strategic direction in our broadband & telephone business is to focus on the
larger cities that offer high revenue potential. Our product offering in this
segment includes supply & installation of fixed-line telephones providing local,
national & international long distance voice connectivity and broadband
Internet access through DSL. The business also provides value added services
such as intelligent network based advanced management services, viz. toll free
numbers, virtual private automatic branch exchange networks, ring back tones
and call forwarding among others.

Enterprise Services

Our Enterprise Services division comprises of the Carriers and Corporate

business units.

Carriers

This business unit is India's first private long distance communications

service provider, offering a portfolio of wholesale services in data and voice
domain. This business segment includes a pan-India network infrastructure
including the optical transport network, national and international voiceswitching network, multi protocol label switches (MPLS), asynchronous
transfer modes (ATM) and frame relays (FR) among others. It offers extensive
17

coverage through a nationwide optic fiber network of 43,658 kms. This network
also connects a submarine cable landing station in Chennai (owned by a
subsidiary) with two international cable systems, Network i2i and SMW 4, that
provide connectivity across transatlantic and transpacific routes respectively.

Corporate

This business unit serves large Corporate and small and medium
enterprises (SMEs) for all their data and telecommunication needs. It combines
owned media and technologies with those of alliance partners to provide end-toend integrated telecom solutions. The group focuses on all major industry
verticals such as BFSI, IT, ITES, manufacturing & distribution, media &
services, government & PSUs, education, telecom, and retail among others.
Services provided include mobile services, voice services, satellite services
(BIT internet, VPNs, satellite based IPLCs for redundancy reasons), managed
data & Internet services, managed ebusiness services and managed customized
integrated solutions.

Awards and Recognitions

18

Bharti draws top honors at the NDTV Profit Business Leadership Awards 2007
Bharti Airtel Ranked 3rd on Shareholder Returns in Business Week IT 100 List
Sunil Bharti Mittal conferred Degree of Doctor of Science (Honoris Causa) by
G. B. Pant University

Plans & Services:

Prepaid
Enter the world of limitless possibilities with Airtel Prepaid. The service that
helps you give, words to every feeling, an expression to every emotion.

Postpaid
Life becomes much simpler with your Airtel Postpaid. It gives you the
unlimited freedom to reach out to people in your special way

Airtel Live the mobile internet where we get the full world in our hand

19

Send emails and Receive emails instantly

All the emails you've read, deleted or moved to a folder will show on both your
handset device and your desktop. It uses over-the air technology so there's no
need to manually synchronize your message activity

Have fun with Airtel broadband! Imagine, downloading the games for free and
downloading your favorites tunes at unbelievably low prices.
Just log-in with your Airtel Broadband ID and get what you want.

Control your business, 24x7. Observe your office, warehouse, shop and staff
from your PC, from anywhere and all the time

20

Introducing NetXpert, Indias first ever automated Broadband care technology

which provides immediate solutions for Internet connectivity related problems

Airtel Broadband Services and TCY Online offer you online competitive tests
for GRE, GMAT, SAT and MBA, from the comfort of your home

Our calling card services connect you to your friends and friends in India a cost
effective and reliable manner. Choose from the options below and stay
connected.

Great savings on calling anywhere in India or across the world.Even if your

phone is not STD/ISD enabled, go ahead and talk to your loved ones

Now call back India from USA at lowest cost of just 7.9c / min . Just visit
21

Traveling abroad? Save precious foreign exchange and up to 94% over

international roaming charges.

we care for our valuable customer, we are for customers and by the customer
our 24 hour customer care provide the total services to you.

Competitors:

1. Vodafone

2. Idea

22

3. Reliance RIM

4. Bsnl

5. Tata Docomo

6. Telenor

Network
Airtel is mainly known for its vast network and wide coverage. In the
advertisement the Airtel mainly tells about the network. Airtel has the network
in all the 23 circles. Airtel also have the contract with other telecom companies
to provide the network while roaming both national & international.

Three-in-one A call from a subscriber of one network can be automatically

routed through other networks depending on which network is less congested in
a

given

area

23

or

time.

Airtel, Vodafone and Idea have entered into an agreement to share the traffic
load between them.
The new model has been put in place by Airtel, Vodafone and Idea Cellular in
Uttar Pradesh (East), which has been experiencing severe floods.
The three operators have entered into an agreement to share the traffic load
between them.
"The experiment has been successful to a large extent in keeping the congestion
off a single network as the burden is being shared by all the three operators,"
said an Airtel executive. The experiment by the three operators has been lauded
1by the Department of Telecom, which now wants a similar arrangement in
other parts of the country.
The mobile operators also said the Uttar Pradesh (East) model may not be a
single instance of co-operation, which was undertaken on humanitarian
grounds.
The service providers have already decided to share infrastructure in a big way
and interoperability will make mobile networks more robust.
Nokia will provide managed services and expand Bharti's Airtel networks in the
circles of Mumbai, Maharashtra (including Goa), Gujarat, Bihar (including
Jharkhand) and Orissa over a three-year period. Nokia will also provide
managed services and expand Airtel networks in the three other circles of
24

Kolkata,

West

Bengal

and

Madhya

Pradesh.

Nokia's managed capa expansion, will enable Airtel to expand its coverage from
2,700 to over 5,000 towns across the country. The phased expansion into these
towns and villages starts immediately and is expected to be complete by March
2006.
As part of the contract, Nokia will continuously deliver radio and core network
equipment and services based on Bharti's capa requirements, delivering a costefficient

roll-out

of

on-demand

capa.

Nokia will also deploy its Connect GSM Solution, for expanding network
coverage in rural areas in a cost effective manner. This includes solutions for
radio access, core network, network management systems and services that will
reduce the total cost of ownership for Bharti and allow it to optimally target the
low average revenue-per-user customer

Customer satisfaction:

"It takes a lot less money to increase your retention of current customers than to
find new ones-but I know I don't give it as much effort as I should because it
does take a lot of energy and effort!"

25

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen
as a key performance indicator within business and is part of the four
perspectives of a Balanced Scorecard

Customer Satisfaction in 7 Steps:-

It's a well known fact that no business can exist without customers. In the
business, it's critical that you form a close working relationship with your client,
customer service is of vital importance. What follows are a selection of tips that
will make clients feel valued, wanted and loved.

1. Encourage Face-to-Face Dealings:It's important to meet customers face to face at least once or even
twice during the course of a project. A client finds it easier to relate to and
work with someone they've actually met in person, rather than a voice on
the phone or someone typing into an email or messenger program. When we
meet them, it will become more effective.

2. Respond to Messages Promptly & Keep Clients Informed:26

It might not always be practical to deal with all customers' queries within
the space of a few hours, but at least email or call them back and let them
know that we have received their message and contact them about it as
soon as possible. Even if we not able to solve a problem right away, let the
customer know the working on it.
3. Be Friendly and Approachable:It's very important to be friendly, courteous and to make clients feel like you're
their friend and you're there to help them out.

4. Have a Clearly-Defined Customer Service Policy:Customer service policy is going to save lot of time and effort in the
long run. So make sure customer service policy is present on site -- and
anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties'):These little niceties can be time consuming and aren't always cost effective, but
remember to do them. It shows care; it shows there are real people on the other
end of that screen or telephone; and most importantly, it makes the customer
feel welcomed, wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Way to Help Them Out
27

Sometimes this is easier said than done! However, achieving this

supreme level of understanding with clients will do wonders for your
working relationship.
7. Honour Your Promises
It's possible this is the most important point in this article. The simple message:
when promise something, deliver.
Measuring customer satisfaction
Organizations are increasingly interested in retaining existing customers while
targeting non-customers, measuring customer satisfaction provides an indication
of how successful the organization is at providing products and/or services to
the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a
number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have
and other products against which the customer can compare the organization's
products.

28

29

Satisfaction Ok, Expectations Down?

Even as the overall customer satisfaction level improved, though by just under a
percentage point, satisfaction with different service parameters hit a new low
Better service leads to higher expectations. That's the case with all services, and
mobile services are no exception. If we compare the findings of the third
VOICE & DATA MOBILE USER SATISFACTION SURVEY 2015 with those
of the 2014 survey, there has been no change in the satisfaction level of Indian
users. A slight improvement of 0.92 percentage points over the 2014 overall
satisfaction level is no change. However if we take this as a slight improvement
in satisfaction, it is interesting

that it has happened despite users being

relatively more dissatisfied on most service parameters.

Is this because user expectations are down or is it because their priorities have
changed?
The survey shows that the answer is yes to both questions. As operators fail to
deliver on their promises, users seem to have learnt to live with whatever is
delivered to them. Otherwise, how would one explain their relatively high
overall satisfaction level despite a decline in their level of satisfaction with
individual parameters whether it's sales-pre sales, network quality, billing,
customer care or value-added services (VAS). According to the VOICE&DATA
survey, customer satisfaction is significantly down on all these parameters in
case of almost all operators.
30

On the other hand, their expectation from different components of their service
has changed significantly. For instance, in metros VAS is now contributing
maximum (32%) to overall satisfaction, while in A circle billing integrity
contributes the least (8%) and in B/C circles customer care contributes least
(7%) to overall satisfaction. It's a fact that though operators wouldn't really
agree, none of these services are really at their optimum as the VOICE&DATA
survey shows. Therefore, it is natural that users have very little expectations
from various components of their mobile service. That's the key reason why
overall satisfaction is shred higher than in 2014. And that's also the reason why
an operator like MTNL or BPL is at the top of the overall satisfaction scores
despite scoring low on various individual parameters.
In 2003, network performance, pre-sales/sales and billing integrity (in that
order) were an important part of customer satisfaction. In 2014, users'
satisfaction with customer care services was a key factor in addition to those
important in 2003. This year, the importance of customer care is lower than
last year-possibly because services have stabilized; or it may just be that
subscribers are having a relatively lower expectation. Also, unlike in the
previous years, customers gave less importance to billing integrity.
All the operators have scored in the 80s when it comes to customer satisfaction
on individual parameters except in case of sales/pre-sales in which most
operators have scored in the 90s. This essentially means that operators have
been investing more in acquiring customers than keeping them happy with
31

various components of their service. Obviously, the high satisfaction level with
sales-pre-sales is a result of the aggressive sales, marketing and information
dissemination efforts by the operators.
The survey also substantiates the general perception of network quality. It's bad
across India and worse in rural India. Both the GSM and CDMA networks score
low on user satisfaction. Airtel (87) customers were most satisfied with their
network while those of Reliance Telecom (74) and BSNL (75) the least. BPL
and MTNL operators, who scored highest in overall satisfaction, scored 85 and
80 respectively. This clearly shows that customers were not really happy with
any of the networks.
Coming back to the overall satisfaction score, while the top two-BPL and
MTNL-crossed the TRAI benchmark, there has been a considerable
improvement in satisfaction level of customers of Vodafone and Reliance
Infocomm, compared to 2014. Maximum improvement has been in the case of
MTNL-which jumped more than 10 percentage points to claim the top spot,
along with BPL.

32

There is considerable decline in the performance levels of five out of the 11

operators whose customers participated in the survey. The TRAI benchmark
(95%) remains as elusive as ever for all operators except BPL and MTNL. The
33

worst performers have been Aircel and Telenor. Aircel, which had topped the
sweepstakes past year, is at number 10 this time. Satisfaction level of both
Aircel and Telenor customers dropped by more than 12 percentage points. The
satisfaction level of customers of Idea, BSNL and Reliance Telecom also went
down.
Another bad news for operators is that users in B/C circles remain the most
dissatisfied lot. It appears that operators have not been focusing much on
improving customer experience in these areas. They seem to be concentrating
only on adding subscribers-one reason why B/C circles have witnessed the
highest level of growth in recent months.

VAS Gains Prominence

There seems to have been a huge uptake of SMS in the past year with 99% of
the respondents using it. A major driver of SMS usage may have been the TV
reality and game shows. Radio also emerged as a driver of SMS. Roaming was
the most used VAS followed by ring tone downloads, caller tunes, call waiting,
and voice mail. VAS usage among GSM and CDMA users was almost at the
same level. Interestingly, the percentage of people aware of SMS, roaming, ring

34

tone

download

/distribution,

voice

mail/voice

messaging

and

game

download/gaming came down compared to 2014. On the other hand, there was
an increase in the awareness of services like caller tune, call waiting, call
forwarding, Internet access, clip downloads, dial in services, mobile banking
and data service/ticketing.
The growing usage of VAS seems to be one of the reasons why awareness of 3G
appears to be very high among Indian mobile users. As the VOICE&DATA
survey found, a good 82% of them are aware of 3G. What is interesting is that
more than 50% of those aware of 3G feel that the next generation mobile
services would mean a better experience in services like instant messaging,
video conferencing, video and music downloads and high-speed internet
connectivity.

Billing Complaints Mount

Billing complaints continued to mount though the jump was not as high as it
was in 2014 when billing complaints went up to 23 per 100, from 9 per 100.
Customer satisfaction with billing actually went down. Except for Reliance
Infocomm, there was a significant decline in the satisfaction of all operators.
Reliance Infocomm improved its score on the billing front by around 15
percentage points. However, only 10% said they would switch operators on
account of discrepancy in billing. Compared to GSM users, CDMA users were
35

more willing to change operators because of billing issues. What is good for
customers is that operators are taking less time compared to 2014 to resolve
billing related complaints.
As the Indian market grows in size and users continue to mature, operators
would surely face new challenges. The biggest challenge for operators would
always be to ensure better customer experience. After all, only a highly satisfied
customer can help operators get the maximum out of them. It's about time they
gear up to do more than just acquiring customers.

MORE PEOPLE WILLING TO CHANGE FREQUENTLY

36

The good news for handset vendors is that more people are now willing to
change their handsets, and more frequently then ever before. In all, around 25%
users are willing to change their handsets frequently. Of these, 76% said they
will change their handsets in the next 3 to 12 months and 18% said they would
do so in the next 12 to 24 months. CDMA handset owners seemed slightly more
willing to change handsets than their GSM counterparts. Like mobile services,
handsets too are not without problems. Poor battery life was the biggest concern
of 38% of users. More CDMA users faced problems with battery than GSM
users. A considerable number of both GSM and CDMA handset owners faced
problems related to signal, software, and display. A good 17% felt that their
phone had insufficient memory. Handset makers, it seems, will have to work
harder to increase the satisfaction level of their customers. Nokia continued to
lead the handset market with huge margins. In fact, the Finnish vendor
considerably improved its market share as the leader. In 2014, Nokia had lost
share to vendors like LG and Samsung. Both the Korean vendors and Motorola
lost market share while Sony Ericsson gained. In GSM handsets, Nokia
strengthened its leadership with a market share of 76.1. While Samsung
remained at number 2, Sony Ericsson dislodged Motorola at number 3. In the
CDMA segment, both LG and Samsung lost market share though the former
remained at number 1. Nokia strengthened its position at number 2.

Which handset do you use?

37

38

39

40

Sales/Pre Sales:

41

Overall: Time Taken for Activation:

42

43

GSM: Time Taken for Activation:

44

CDMA: Time Taken for Activation

45

Customer Care:

46

How long do you wait when you call the operator?

Time
(in minutes)
6.0
4.9
4.6
4.6
4.4
3.5
2.9

Idea
BSNL
Average
Airtel
Vodafone
Reliacne
Telenor
CDMA Operators
Reliance
Average

5.4
4.7

RIL

How long do you wait when you call

customer care?

47

What is the preferred mode of interaction

with customer care?

Seeking basic information

48

Customer

Pre-recorded

Care

Voice & Guided

Executive
79%

tour
21%

Understanding a tariff plan

Seeking information on new

70%
66%

305
34%

service/scheme
Downloading ring-tone
Complaining on network quality
There is a long queue to talk
Seeking a clarification on billing
Reporting a billing discrepancy
Reporting loss of handset
Reporting a number for call

46%
69%
52%
67%
67%
68%
51%

54%
31%
48%
33%
33%
31%
49%

barring
Color in orange are preferred

Value-Added Services:

Scores derived from seven questions such as satisfaction with roaming services,
voicemail etc.

49

Which VAS are you aware of and use?

Value-added services

50

GSM
CDMA
BSNL Vodafone RIM
96%
99%
97%
59%
74%
59%
33%
45%
28%

SMS/Text messaging
Roaming
Voice mail/Voice

Idea Airtel
98% 98%
69% 72%
365 42%

messaging
Call waiting
Call forward
Dial in services
Caller tune
Clip downloads
Game

48%
19%
13%
46%
10%
15%

46%
23%
13%
49%
17%
17%

35%
19%
12%
39%
12%
14%

40%
20%
13%
51%
16%
19%

31%
15%
4%
34%
4%
6%

downloading/distribution
Ring tone
55%

51%

47%

49%

51%

download/distribution
Internet access
Data service/ticketing
Mobile banking

22%
9%
10%

15%
9%
7%

22%
10%
13%

4%
3%
2%

17%
6%
7%

51

The percentage of respondents who use specific services. For example, 98%
of Idea subscribers surveyed use SMS
etc.

USAGE OF VAS BY TECHNOLOGY

GSM

CDMA

100.00%
62.89%

100.00%
63.96%

Voice mail/Voice messaging

29.74%

27.82%

Call waiting

38.89%

37.05%

Call forward
Dial in services

19.03%
10.78%

17.91%
8.56%

Caller tune
Clip downloads

40.87%
12.49%

27.48%
10.81%

Game downloading/distribution

13.88%

11.94%

Ring tone download/distribution

46.78%

41.55%

Internet access

17.53%

16.10%

7.65%

6.64%

SMS/Text messaging
Roaming

Data service/ticketing
Mobile banking

Billing
There was a significant decline in user satisfaction for most operators,
barring Reliance Infocomm.
52

OPERATOR-WISE BILLING DISCREPANCY

GSM
Vodafone
Airtel
BSNL
Idea

31.2%
30.6%
25.0%
22.5%

CDMA
RIL
TTL

28.6%
23.5%

53

Loyalty is a function of satisfaction with various aspects of services that the

subscriber has experienced. Likelihood of staying with the same operator and
intention to recommend it to others are important measures of loyalty.
Therefore, we have looked at satisfaction against likelihood of staying and
intention to recommend.

The Road to 3G
Over 80% of users are aware of 3G. More than 50% of those aware of 3G feel
that the next generation mobile services would mean a better experience in VAS

54

LITERATURE REVIEW :55

Better understanding of consumers' behavioral patterns related to the

acceptance, use and purchase of advanced mobile services is critical to ensure
their successful uptake in the market. Regarding the consumer purchasing
behavior of a mobile phone, in addition to traditional marketing claim that a
consumers purchasing motivation will be influenced directly by the phone and
service related factors including: new technology, phone design and appearance,
the relative price, and the associated calling plan, consumer behavior research
on consumers social and interpersonal environment has indicated that the
mobile phone consumers final purchasing decision will also be influenced by
reference groups (such as friends, family, work associates and etc.) on whether
to buy a specific product and which brand or model to choose among competing
alternatives (Moschis, 1976), Jennifer Blechar, Ioanna D. Constantiou, and Jan
Damsgaard in his study in the topic Understanding behavioral patterns of
advanced mobile service users has focused on the underlying economic
influences fuelling consumers' behaviors. Their study suggests that pricing of
services and consumers references to already established service delivery
platforms can be important elements influencing consumers' behaviors.
The advances in information and communication technology are affecting many
aspects of the economy in developed as well as developing nations. Muthumani
and Thangavel in his study on

consumer behavior towards mobile phone

services (a comparative study between urban and semi urban mobile phone
users in Tamil Nadu) highlights the perception and expectation of urban and
semi urban customers towards mobile service providers in Tamil Nadu.
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.
Aisha Khan and Ruchi Chaturvedi (2005) explain that as the competition in
telecom area intensified, service providers took new initiatives to customers.
56

Prominent among them were celebrity endorsements, loyalty rewards, discount

coupons, business solutions and talk time schemes. The most important
consumer segments in the cellular market were the youth segment and business
class segment.
AggarwalVir Bala,and Professor,KumarAnil, from the Department of Mass
Communication, HPU, Shimla, has studied on the mobile usage behaviour of
students of Himachal Pradesh University. The study indicates that mobile phone
has converted the whole world in to a global village. Their study reveals that
among the different mobile service providers, the government is a better and
preferred service provider.
The general communication habits of mobile phone users in todays society
vary depending on the location, time and individual circumstances of the user,
as would be expected. Another aspect of mobile communications that would
benefit from further investigations by Hoflich (2004) and Katz(2003) in the
urban environment effects of its uses in public question concerning this
physical performance of public communication, and its impact on the way
others in the environment behaves in an areas not well developed.

The Methodology
The VOICE&DATA Mobile Users' Satisfaction Survey 2015 was conducted
with a sample of 3,763 mobile users spread across different circles. This year
we brought in sample from both urban as well as rural clusters in these circles.
57

The survey covered . These 5 Cities included all metros as well as A, B & C
category telecom circles.
A Circle: Lucknow, Kanpur, Varanasi, Allahabad and Renukoot
The fieldwork for the survey was spread over the last week of November and
1st & 2nd weeks of December 2015.
In order to arrived at overall satisfaction of the subscribers with their respective
service providers, we have considered five broad areas that contribute to overall
satisfaction-pre-sales & sales; network availability, performance & reliability;
customer care; value-added services; and billing integrity. Based on a multiple
regression based model with various individual parameters under these five
areas we have arrived at the contribution (weights) of these five areas to overall
satisfaction. These weights were then applied to the individual parameters in
order to derive an overall satisfaction score at the operator, circle and national
level for comparison.

58

For how long have you been using the mobile

phone?

How much do you spend per month on your mobile

connection?

59

For how long have you used your current service

provider?

60

61

RESEARCH METHODOLOGY:Research methodology is a way to systematically solve the research problem. It

may be understood as a science of studying how research is significantly. In it
we study the various step are generally adopted by a researcher in studying
problem along with the logic behind them. It is necessary for the researcher to
know not only the research method/techniques but also the methodology.

TYPE OF RESEARCH: The type of research used in the present survey is

the Descriptive Research which describes the state of affairs as it exists at
present.

TYPE OF DATA USE: The data type used is the Primary Data which has
been collected by the researcher directly from his own observations and
experiences through tailor made questionnaire.
DATA COLLECTION METHOD: The data collection method used in the
present project is Questionnaire whereby a set of questions are printed or typed
in a definite order on a form or set of forms. This questionnaire has been handed
by the researcher to the concerned respondent to answer the questions and
return. The respondents were expected to read and understand the questions and
write down the reply in the space meant for the purpose.

CONVENIENCE SAMPLING METHOD:

62

Convenience sampling is also known as grab, opportunity, accidental or

haphazard sampling. Convenience sampling is a nonprobability method.
This means that subjects are chosen in a nonrandom manner, and some
members of the population have no chances of being included.
In this sampling method the person whom we meet accidently can be our
respondent.
SAMPLE UNIT: Individual users of Uttar Pradesh(E). Individuals here are
referred to those who are in the male or female.
SAMPLE SIZE: 125.users of AIRTEL.

OBJECTIVE OF THE STUDY:

To find out customer expectation from Airtel.

To study on customer satisfaction survey for Airtel.
To study the factor those satisfy and delight the customer.
To know about the customer requirement from the Airtel.
To find out problem faced by customers.

Primary Data

63

The primary data, which is collected afresh and for the first time,
and thus happen to be original in character. A primary survey was conducted at
Uttar Pradesh (East) . The survey was carried out at various levels & the target
group was Premium /Old users of Mobile. Questionnaires and surveys were
used as an instrument to collect the primary data.
I made structured Questionnaires in which I get specified number of
responses. Hence, the interviewee has to choose from among the alternatives
given which helps me to come on conclusion. The following are the
questionnaires, which help me.

The other method, which I use to collect primary

1. Personal interviews
2. Telephonic interviews

64

data, is survey method:-

PRIMARY DATA

QUESSITONNAR
E

SURVEY

PERSONAL
INTERVIEWS

TELEPHONIC
INTERVIEWS

Secondary Data
The Secondary data are those, which have already been
collected and through processed the statically process.
We got the secondary data through:1. Internet
65

2. Various Walk In Queries Records

3. Books and periodicals.
4. Company publications (Bharti today) such as company policy
statements, speeches by eminent personalities, sales literature
etc.
5. I got the records of those people who already Airtel Existing
customer.

AnalysisI compared Airtel with other telecom companies like reliance, idia, Bsnl, Tata
and

Telenor.

found

after

the

research

that

Airtel

have

good

plans,network,services and customer satisfaction level also. In Uttar Pradesh

(East) I found
Airtel capturing the market fast. Airtel have good advantage compare to other
telecom companies because of Airtel have good brand image and good services
according to the customer satisfaction level.Trai (Telephone regulatory authority
of India) have divided telecom sector in 23 circles.In all 23 circles Airtel have
good network..Airtel provide 24 hour customer care services for the
customers.Airtel have good tariff plans according to the customers.If we will
take example of customer satisfaction of Airtel, Airtel have good satisfaction
level.

Level of Customer Satisfaction on basis of the sample

66

67

LIMITATION

1. Lack of awareness: - In Uttar Pradesh (East) people are not too much
aware about all new plans, because there life is too much busy rather than
other cities of INDIA.
2. High competition: - Due to the existence of many competitors, mobile
company gave

promotional plans frequently that is why peoples

confused to take new connection.

3. Rigid and traditional structure: - People believe in relation with
company.

4. Number Problem:- People dont want to change numbers, because in

Uttar Pradesh (East) there are lot off businessmen ,there business depends
only on mobile/telephone.
5. Use old connection for status : - People used old connection, they are
too much unhappy with the service provider, but they cant change
company because of status symbol.
6. Companys Policy:- Airtel gave the new plans (New Mega Value/Hit
Plan)only for those people who uses more than 700 Rs.per month.
7. The another limitation is climatic conditions.

68

8. Rude behavior: - Many time we have to face very rude comments from
customers while having frequent survey.
9. Network problem:- As compared to other states Airtel in Uttar
Pradesh(East) is on 1800 MHz and other competitors are on 900 MHz.
Because Airtel is on 1800 MHz, the indoor coverage is a big problem.

69

Conclusion-

Todays Telecom industry is characterized by cut throat competition, so it is

very important for a company, which wants to be a market leader to work out
clear cut strategies and plug up loop holes.
My project aims to the understanding Market Study of Bharti Airtel Limited
through survey of Airtel specific Post-Paid plans, Network, Services, and
Customer satisfaction with other competitors.
In the first phase research study, I adopted Questionnaire and survey method to
find out awareness of Bharti Airtel Limited among people as compare to other
service provider in Uttar Pradesh (East) region.
In the second phase research study I had to find out the various plans of
competitor given to customer, what are the various schemes they prefer except
Bharti Airtel Limited schemes?
The study is to find out the market share of the Airtel in terms of the
services, network, & the customer satisfaction.

QUESTIONNAIRE
70

SAMPLE QUESTIONNAIRE TO KNOW TELECOMMUNATION

AWARENESS AMONG PUBLIC
Name of the Person :Age:Occupation:Monthly Income:
Address:Contact No:1) Are you aware of Telecom?
(A) Yes
(B) No
2) Which type of plan would you like?
(A)Pre-paid
(B) Post-paid
3) Are you satisfied with your current Mobile connection?
(A)Yes
(B) No
4) Have you ever used Post-paid connection?
(A)Yes
(B) No
5) From which Media you heard/listen about about New/Various Schemes
of telecom.
(A)Brochures
71

(B) Newspapers
(C) T-V-Channels
(D) Others
(E) Word of mouth

6) How would you rank a Telecom company?

(A) Services
(B) Network
(C) Plans
(D) Value added service
(E) Brand value

7) Which schemes do you like the most?

(A) Pre-paid
(B) Post-paid
8) Are you satisfied with it?
(A)Yes
(B) No
9) Why you like it?
(A) Better Plan
(B) Economic
(C) Any other reason
10) Which scheme would you use frequently?
(A) Free talk time
(B) Free SMS
72

(C) Both of the above

(D) None of the above
11) Where do you spend your mobile bill?
(A) Local mob-mob
(B) Local mob-land-line
(C) STD
(d) SMS
12) How do you take mobile connection?
(A) From any Outlets
(B) Direct to head office
(C) Sales Executive

13) Do you get any rebate/commission from that

Place?
(A)Yes
(B) No
14) Do you feel more comfortable to take mobile
From retail shop?
(A)Yes
(B) No
(C) Dont know
15) Which Mobile Company do you like most?
(A) Airtel
(B) Vodafone
(C) BSNL
(D) Reliance
73

(E) Tata Indicom

(F) Idea
16) Why you take connection of this company
Because of?
(A) Network
(B) Services
(C) Schemes
(D) Brand Name
(E) Other
17) If you take connection of Airtel which scheme
You will prefer?
(A) New Mega Value- 299
(B) New Mega Value-399
(C) Hit-299
(D) Hit-399
(E) Hit-499
18) Can you suggest anybody to take this plan
(A) Yes
(B) No

Bibliography / Website
Bharti Today
Wikipedia the free encyclopedia.html
Marketing Management(ICFAI Text book)
74

 Managerial Effectiveness
www.airtel.in
www.google.com

75