Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MBA
SESSION 2008-2010
DEPTT. OF MANAGEMENT STUDIES
College
Logo
COLLEGE NAME
1
STUDENT DECLARATION
this report is based on the data collected by me. I have not submitted
examination or degree.
ungrateful.
project successfully.
EXECUTIVE SUMMARY
provided by Bharti Airtel. The research was done for the corporate
Corporate Sales Dept. and collect the feedback from the clients but
Finally the results of the research verify the fact that keeping the
horizons.
TABLE OF CONTENTS
3. INTRODUCTION 23
4. TARIFF STRUCTURE 39
5. PROMOTIONAL STRATEGY 48
6. MARKET SITUATION 50
7. COMPETITIVE SITUATION 51
9. OBJECTIVE 69
11. LIMITATION 71
13. CONCLUSION 81
14. BIBLIOGRAPHY 82
15. QUESTIONNAIRE 83
ACKOWLEDGEMENT
Achievement is finding out what you would be then doing, what you
have to do. The higher the summit, the harder is the climb. The goal
was fixed and we began with a determined resolved and put in
ceaseless sustained hard work. Greater challenge, greater was our
effort to overcome it.
This project work, which is my first step in the field of
professionalization, has been successfully accomplished only because
of my timely support of well-wishers. I would like to pay my sincere
regards and thanks to those, who directed me at every step in my
project work.
I would also like to thank the faculty members and the staff members
of R . S DISTRIBUTORS MORADABAD for their kind support
and help during the project.
INTRODUCTION TO THE TOPIC
increase to 20% in the next five years beating the Govt. target by
(over 164% p.a.) in India. With more than 33 million users (both
Bharti, Vodafone, Tata and Reliance and with the State sector
in tariffs. There has been almost 74% in cell phone charges, 70%
in ILD calls and 25% drop in NLD charges, resulting in a boom
fully functional.
taken by surprise and did not take effective steps to counter it, till
cell club has reported a 7.92% growth, the highest growth in any
lakh. While the cellular industry has been on roll for the first three
lakh monthly additions in the third quarter, the first two months of
markets in the world. After two rather difficult years, the past 12
1996 with the licensing of new local fixed line and mobile service
providers. However, it has been the government's New Telecom
Policy (1999) that has had the most radical impact on the
on prices with calls currently costing less than 9 cents per minute.
This means that service costs have fallen by 60 per cent since the
first GSM networks became live in 1995. It also helps explain why
a recent Telecom Asia survey revealed that more than 70 per cent
reasonable level.
more than 40 networks, which cover the seven largest cities, over
7000 towns and several Lacs villages. Such depth of coverage has
supplemented by a further Rs. 300 billion over the next five years.
being rolled out. In the year ahead, GSM India will work with its
but said future growth rates could slow because of heavy taxes on
of infrastructure
one of the lowest call rates in the world. But the monthly average
GSM customers and more than 96 million users of the rival CDMA-
GSM operators are not the only ones who are worried about the
incidentally also have their other foot firmly placed in the CDMA
pie, are beginning to lose some sleep over what was earlier termed
Apart from the strong success of the two CDMA operators whose
grow by 25-30 per cent, an optimism that its trying to make GSM
CDMA players had launched their services with CDMA 2000 1X-
the Internet, and other data services. GSM operators, on the other
mobile.
rates for GSM Evolution) and leave GPRS behind as a dream gone
sour.
Only Airtel, Vodafone, BPL Mobile and Idea Cellular had launched
GPRS, but the data transfer speeds of GPRS have been abysmal.
The field trials gave a speed of around 54 kbps, but the actual
speeds have not exceeded 14-18 kbps, a major reason why GPRS
growth has been so slow. As against the total GSM cellular base of
5.61 crore, the country has between 2,80,000 lakh GPRS users
only. In comparison, the two CDMA operators have about 120 lakh
are available as to how many use these for data services, the figure
early June, sources said. The company was the first to conduct
too held EDGE field trials in February this year with its vendor
Nokia. Vodafone and BPL are yet to hold the trials. The two
180 kbps (as against the theoretical speed of around 380 kbps)
The scalable cost of migrating from GPRS to EDGE is not too high
Alan Hadden predicted that GSM growth will far outstrip CDMA as
December 2004. According to GSA, there are over 1.1 billion GSM
EDGE.
Almost every country has a GSM-based network and even those US
technologies. People are using their phones for much more than
can run 3G like services in the existing spectrum for the operators
said Hadden.
know for sure that almost 20-25 per cent of the revenue for some
across Asia, the Americas and Europe. At least, 16 new 1X and six
What will matter a lot in this war will be the availability of EDGE
operators have been giving out handsets that can give hi-speed
data transfer, same has not been the case with GSM. Even now,
all this.
than what GSM players intend to deliver through their EDGE for
their subscribers.
happen in India, but India will probably be more like the Chinese
products to the USA. Bharti has also put its footsteps into
S E R V I C E S
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you
provider. Going mobile with Airtel Prepaid is a new way of life. With
You can control your Airtel Prepaid like never before. No more
stay!
the end of each chargeable call. You can also call 123 from your
*123#, press 'OK' or 'YES' button and your account balance will be
as you make calls or use any other chargeable service. Choose the
Airtel Prepaid Recharge Coupon thats right for you, from a variety
stay connected no matter wherever you are. You can also send or
receive MMS, check your email and access other GPRS services
traveling abroad you can receive calls & send or receive SMS.
Other Services
Airtel brings you, a wide range of Services that will change the way
you communicate. Try them and discover a whole new world of fun
and excitement.
Call waiting, call hold, call divert and Caller Line Identification
Voice Mail
the phone, Airtel Voicemail will answer your calls and record a
message. The best part is that there's no extra monthly cost for
setting up Voicemail - you just pay for the phone call when you use
the service.
Send messages quickly and easily using text, if it's too noisy to talk
or you don't have much time. It's the way to share those
interesting one-liners, important reminders and rib-tickling jokes,
Subscription Alerts
NEWS> to 3333 for News, <SUB JOKE> for Jokes, <SUB BIZ> for
Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for
Vaastu tips.
with MMS from Airtel! To activate MMS on your phone, SMS 'MMS'
Airtel Live!
with Airtel Live! Airtel brings you the latest in entertainment and
Airtel Live! WAP Services: Download the latest ring tones, games,
wallpapers, videos and much more. You can also get news clips,
watch live TV and download full songs on you phone. To get Airtel
Live! settings on your phone, SMS 'Live' to 56465 and save the
Airtel Live! Voice Services: Just Dial 56465, and name the
service. For e.g. say ring tones to download your favorite ring
tones. You can also choose a variety of content options like Live
a few buttons with Airtel Live! SIM based Services on your SIM
Tired of that boring old tring tring on your phone? Well now when
a friend calls, you can make them groove to the hottest new tracks
burning up the music charts with Hello Tunes from Airtel! You get
that are updated regularly. What's more you can directly call the
number for your kind of music, e.g. call 678005 for English New
and 678001 for Hindi New. This would directly take you to your
Get the tune you want, all you have to do is call 55055 and follow
Once inside the copy feature, just key in the 10-digit Airtel mobile
number you want to copy the Hello Tune from and you get the
song instead! Gift a Hello Tune to that special someone. Just call
55055 and choose the song that you want to gift. Follow the simple
that you want to gift the Hello Tune to. You will get an SMS
recharging your phone with talk time. Simply walk into your
nearest Airtel Shop and walk out with your favorite song. Choose
121@airtelindia.com.
Airtel Postpaid
just when you want to, not just through words but ideas, emotions
Easy Billing
Enjoy a host of rich features only with Airtel e-bill. Register free on
My Airtel section and view your monthly bill with call details for
last three months. Sort your calls between personal and official or
with Airtel. Walk into any Airtel relationship centre and make your
and pay instantly through your credit card. You can also opt for
Standing Instructions
account for your monthly Airtel bills. All you have to do is fill the
Credit limit
Your pre-set credit limit mentioned on your monthly bill helps you
keep your mobile charges in control, keeps track of your usage and
ensures that your mobile phone is not misused. Should you exceed
balance below your credit limit. You may also choose to pay us an
Enjoy complete clarity when calling with Airtel .It offers you world
Call long distance calls in India and Overseas with STD / ISD
Airtel's roaming service allows you to stay connected and use your
GPRS - Roaming
Say it. In more than just words, with Services from Airtel
Airtel brings you a wide range of Services that will change the way
you communicate. Try them and discover a whole new world of fun
and excitement.
Call waiting, call hold, call divert and Caller Line Identification
Presentation, help you do more with your Airtel Postpaid
connection!
Conference call
conference even when the other five are using a landline phone. To
A missed call alert is a SMS that you will receive for all the calls
that you missed. The SMS will detail the CLI and the time when
the call was made. To activate, dial *135*2# then press the call
Voice Mail
the phone, Airtel Voicemail will answer your calls and record a
message. The best part is that there's no extra monthly cost for
setting up Voicemail - you just pay for the phone call when you use
the service.
SMS (Short Messaging Service)
Send messages quickly and easily, using text, if it's too noisy to
talk or you don't have much time. It's the way to Share those
Subscription Alerts
NEWS> for News, <SUB JOKE> for Jokes, <SUB BIZ> for Business
News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu
tips to 3333.
with MMS from Airtel! To activate MMS on your phone, SMS 'MMS'
Airtel Live!
with Airtel Live! Airtel brings you the latest in entertainment and
wallpapers, videos and much more. You can also get news clips,
watch live TV and download full songs on you phone! To get Airtel
Live! settings on your phone SMS 'Live' to 56465 and save the
Airtel Live! Voice Services: Just Dial 56465 and say the name of
the service. For e.g. say Ring tones to download your favourite
ring tones. You can also choose a variety of content options like
a few buttons with Airtel Live! SIM based Services on your SIM
services. Enjoy live TV, enhanced WAP experience and Airtel Data
Hello Tunes
Tired of that boring old tring tring on your phone? Well now when
a friend calls, you can make them groove to the hottest new tracks
burning up the music charts with Hello Tunes from Airtel! You get
that are updated regularly. What's more, you can directly call the
number for your kind of music, e.g. call 678005 for English New
and 678001 for Hindi New. This would directly take you to your
Like a tune you want, all you have to do is call 55055 and follow
Once inside the copy feature, just key in the 10-digit Airtel mobile
number you want to copy the Hello Tune from and you get the
song instead! Gift a Hello Tune to that special someone. Just call
55055 and choose the song that you want to gift. Follow the simple
that you want to gift the Hello Tune to. You will get an SMS
nearest Airtel Shop and walk out with your favourite song. Choose
In case you need assistance, dial '121' - our toll-free number, accessible
from anywhere in the country, even while roaming. *In case of email,
mention your mobile no. like 9810012345 in the subject of the mail for a
Prepaid Tariffs
available, all over the city at over retail outlets including 24-hour
outlets. Airtel Prepaid Ready Cellular Card and Recharge Cards are
available, all over the city at over retail outlets including 24-hour
outlets.
Airtel Prepaid Regular
449
SUK
Pulse Rate 60 sec
ISD (Rs./min)
SMS (Rs.)
Local Rs.1.20
National Rs.2.00
International Rs.5.00
Other Details
This Bill Plan is also available under Advance Rental of Rs. 799
for 2 years.
Local Pack
STD Pack
Airtel to other mobiles (non Airtel) & fixed lines nos. at Rs 2 / min.
Plan.
Benefits:
every month for the next 2 months. All other options and charges
months on:
News
Astrology
Health Tips
underscores the leading theme for the new brand vision, followed
along with it
category that goes beyond the Internet, SMS, roaming, IVRS, etc
business strategy".
The new identity will have the logo in Red, Black and White colours
this scheme will also get full talk time for the recharge coupon they
The first mover in the market was Airtel which launched its
and utility took a back seat The target segment in Delhi were
installed was for 1.5 lakh subscribers. This coupled with the steep
Airtel launched its services before Essar and skimmed the market
reach of its network and the quality of its service. However, Essar
inconsistency in advertising
Forecasting of sales
Handling distribution
Target achievement
C. Distribution Support
1. Logistics
channel partners
2. Rental
3 Telesales
Organize training.
5. Retail
MARKET SEGMENTATION
income.
Airtel has targeted the premium and upper middle class. The
who value time and have the paying capacity. It Is also planning to
About 15% are foreign organisations and the rest are professionals
hard
business executive class but now that the basic viable volumes has
beer) built up and prices have declined to a certain extent they are
POSITIONING
present the cellular phone market has reached the maturity stage.
customer service.
able to answer a call for some reason the caller can leave messages
in the voice mail box which can be later retrieved by the user
This service helps the subscriber to send and receive Faxes, access
who travel to Delhi often and those who want to control the
v) Caller ID
listed number.
subscribers but also get them to use the mobile facility frequently.
than getting them to talk since they will find it costlier to use the
available, simply insert the SIM card of the local operator Into your
each city
** Semi automatic roaming means one card has the facility for
different cities.
to prevent them
efficiently.
customers.
e) They end the interaction on a positive or a humorous note-
Airtel realises that attracting people 'Is easy but converting them
customer.
Generally, the cellular services are more expensive than the land
line based telephone services. This is due to the reason that the
brand preferences.
equity for Airtel. Since the cellular phone category itself is too
image of the service provider counts a great deal. Given the Cell
as an effective differentiator
just the company's name and without explaining what Airtel was.
In the next phase the campaign associated Airtel with Cellular only
direct callers were sent out. When the name was well entrenched
60% of them would name Airtel. As for aided it -is 100% (by giving
by the percentage score of the brand on the above aided and the
thriving brand.
and a game plan with due regard to Its competitor. Airtel 's
strategy. The tone, tenor and the stance of the visual ads are
The diagram on the left hand side shows the percentage of the
users classified into heavy, medium and low categories. The right
hand side shows the revenue share earned from the three types of
users.
values its heavy users the most and constantly indulges in service
phones has to be roped in. It is for this reason that the service
audience.
Besides this, other promotional strategies that Airtel has adopted
are .
(i) People who have booked Airtel services have been treated to
Company
Franchisee Distributor
Dealers
Dealer
Customer
Customer
can have any number of dealers under him as long as the person is
from the customers and they are sent through the liaison officer on
Target set for distributors and the dealers is 100 -150 activations
per month. Hence the dealers can also go for their own promotions
for the handset and proof of residence has only to wait an hour
office in Delhi.
WHAT DOES AIRTEL OFFER?
With Airtel, the subscriber wouldn't just get a personal phone that
Just plug your SIM card into your cellular phone, enter the PIN
the world reveals that the growth in the market is Initially slow
MARKETING OBJECTIVES
market share
Strategies
market competitors
distribution.
with customers.
OBJECTIVES OF THE STUDY
Objectives:
industry.
Service Provider.
RESEARCH METHODOLOGY
a) Primary Sources
I have met retailers of the Airtel of the company and have been
features and the buying patterns of the product. Their input has
been valuable.
b) Secondary Sources
source has been the Internet and particularly the companies own
website.
LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful
limitations-
interviewer.
Company Yes No
Airtel 4 1
Vodafone 4 1
Idea 4 1
MTNL 4 1
No
1
Yes
4
0 2 4 6 8 10 12 14 16 18
providers?
Company Yes No
Airtel 4 1
Vodafone 3 2
Idea 3 2
MTNL 5 --
service providers find that the governments telecom policy has had
4.5
4
3.5 AirTel
3 Vodafone
2.5 Idea
2 MTNL
1.5
1
0.5
0
Yes No
3. Do you believe that one of the challenges facing mobile
Company Yes No
Airtel 2 3
Vodafone 3 2
Idea 3 2
MTNL 2 3
2.5
2 AirTel
Vodafone
1.5 Idea
MTNL
1
0.5
0
Yes No
4. To what extent, does you find that mobile service providers
interviewed people in all the above four major the mobile service
2.5
AirTel
2
Vodafone
1.5 Idea
1 MTNL
0.5
0
To some extent To great extent
CONSUMER LEVEL
system?
Company Yes No
Airtel 9 1
Vodafone 8 2
Idea 8 2
MTNL 5 5
2
No
2
2 MTNL
Idea
Vodafone
2 AirTel
3
Yes
3
3
2. Do you find that mobile service providers as the most
Company Yes No
Airtel 9 1
Vodafone 7 3
Idea 8 2
MTNL 8 2
No
1
Yes
9
0 5 10 15 20 25 30 35
communications?
Company Yes No
Airtel 10 --
Vodafone 8 2
Idea 10 --
MTNL 8 2
0
No
2
0 MTNL
Idea
Vodafone
8 AirTel
10
Yes
8
10
SWOT ANALYSIS
STRENGTHS
Cost advantage
Entrepreneurial zeal
WEAKNESSES
To prove credibility
Price pressures
Awareness
THREATS
Foreign investment
Other competition
CONCLUSION
preferred to remain with Airtel. Also good no. of users who were
company. Also the company is now providing more services like the
door to door services which is you dial the Airtel customer care and
Boston, 1993.
Vodafone
Airtel
Idea
MTNL
QUESTIONNAIRE
NAME: ____________________________________
ADDRESS: ____________________________________
OCCUPATION: ____________________________________
Company Yes No
Airtel
Vodafone
Idea
MTNL
providers?
Company Yes No
Airtel
Vodafone
Idea
MTNL
3. Do you believe that one of the challenges facing mobile
Company Yes No
Airtel
Vodafone
Idea
MTNL
(1-5) (6-10)
Airtel
Vodafone
Idea
MTNL
CONSUMER LEVEL
system?
Company Yes No
Airtel
Vodafone
Idea
MTNL
Company Yes No
Airtel
Vodafone
Idea
MTNL
communications?
Company Yes No
Airtel
Vodafone
Idea
MTNL