Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
work and has been carried out under the supervision of prof. Kuldeep
This work has not been previously report submitted to any other
university for any other examination.
Date: Signature
(……………………..)
Place: Rajkot
ACKNOWLEDGEMENT
1
With great experience & enthusiasm I have presented my individual report in
the T.Y. B.B.A. The Market research reports on Airtel on advertisement
effectiveness.
Preface
2
In this era of globalization where every minute India is moving a step ahead
and expanding it horizontally, management in India is heading towards a profession.
The demand for management’s professionals is increasing day by day. In such a
competitive surroundings it becomes a requirement to have an edge over others and
B.B.A is such a course, which helps and assists students in doing that.
The practical studies are treated as a different subject in B.B.A which helps
the students in practically applying their theoretical knowledge. It helps us to face
competition, builds up our confidence and also add something to our personality.
Over and above in this fast moving economy, here practical studies play an important
role in our carriers.
.
3
INDEX
1. General information 5
2. Marketing information 10
3. Marketing research 25
5. SWOT analysis 53
6. Suggestion 55
7. Concussion 57
8. Bibliography 59
4
GENERAL
INFORMATION
5
AIRTELATBRIFE
E-MAIL:- support@airtel.in
6
About Bharti Televentures
7
Bharti Tele-Ventures has always believed in creating strong
partnerships with its joint venture partners. Today, Singlet and War
burg Pincus are its leading partners. The other partners include leading
international financial investors such as International Finance
Corporation, Asian Infrastructure Fund Group and New York Life
Insurance.
8
About Airtel
9
Launching of Airtel in Gujarat
10
Awards
August 7, 2008: Bharti Airtel adjudged the ‘Best cellular services provider’
and ‘Best broadband service provider’ at the 2008 V&D 100 Awards.
July 11, 2008: Bharti Airtel Limited voted as India’s most innovative
company, in a survey conducted by The Wall Street Journal. Bharti Airtel was ranked
as the most innovative in responding to customer needs in a survey conducted to
determine Asia’s 200 most-admired companies.
The Asia Pacific Award for the Most Innovative HR practices-2000 The
Golden Peacock National Training Award for excellence in Training practices-2000
The Golden Peacock National Quality Award-2001.
June 13, 2008: Sunil Bharti Mittal received U.S.-India Business Council's
'Global Vision' Award. The prestigious award recognizes his entrepreneurial zeal and
contribution to Indian business
Vision
Mission
11
Privacy Policy
12
MARKETING
DEPARTMENT
13
IMPORTANCE OF MARKETING DEPARTMENT
Marketing is the focus point of all business activities because the objectives of
all business enterprise are to satisfy the needs and wants of the customers. Production
and purchase has no meaning unless a firm is able to market the goods and services.
Nothing happens unless somebody sells something. Marketing is the distinguishing
feature of business. A business is essential part from all other human organization by
the fact that it markets the product or services. Marketing is the basic operative
function of all business firms. It serves on the basis of business planning and
generates revenue for the firm. Efficient marketing management is essential for the
survival and growth of every enterprise.
14
also helps in achieving the goals that are related to other departments of the
organization.
15
ORGANIZATIONAL STRUCTURE
“Take all the things away from me, take my wealth, take my industries, take
my land, but with help of my efficient organization I will bring these all back within
only 5 years.”
Andrew Carnegie
16
DISTRIBUTION CHANNEL
Company
Distributor
Dealer
Salesmen
Retailer
Customer
17
MARKETING MIX
Marketing
Strategy
Marketing mix
Focus on the target
Market
Place mix
Promotion mix distribution channel
personal selling wholesaler
advertising retailer
publicity mercantile agents
sales promotion physical distribution
dealers aids transport
consumer aids warehouse
inventory
18
COMPETITORS
In the fast growing world of technology almost each and every company may
be having some or the other competitors.
VODAFONE
IDEA
BSNL
RELIANCE
TATA INDICOM
19
CHARTS SHOWING DIFFERENT ADVERTISING
MEDIA
The company can advertise the products by taking the help of its own
advertising department or by advertising agency. The agency’s major role is purchase
of media time and space besides it is directly responsible for development of all
advertising copy and of the commercial.
There are various tools which are used to advertise the product or service like
print media, direct mail, outdoor media, broadcast media, transit media and other form
like demonstration, exhibition etc. newspaper & magazines at national levels and they
also advertise on T.V. or different channels ZEE, SONY, DDI, etc. they take the help
of advertising agency.
AIRTEL advertisement in all leading newspapers likes the Times of India, The
Economics Times and they also take the help of transit media. Their theme of
advertising is “Public awareness” which is becoming true because in this
competition market. There was a controversy whether advertisement is expenditure or
an investment.
20
SALES PROMOTION
SALES PROMOTION
(BRIDGE)
PERSONAL
SELLING
ADVERTISING
21
In short, sales promotion is a bridge or connecting link covering the gap
between advertising and personal salesmanship the two wings of promotion.
22
MARKETING
RESEARCH
23
Introduction to Market Research
24
Nature of Research
Applied Research is the one, which is carried out by applying all the
marketing concepts into a subject that needs to be researched and through this
application, the findings are presented in the forms of a report.
25
Objectives of Study
Any activity done or to be done has certain objective behind it. As
project report is a practical subject and also marketing is ever changing so not just
depend on books and past data which are available to me, I prefer survey of consumer
which is required to know the Buyer Behavior how differ from one shop to another
and one consumer to another.
26
Sample Survey
The details of the selected samples for the survey are as under:
27
MARKET RESEARCH METHODOLOGY
Research Design
Collection of Information
28
FORMULATION OF RESEARCH PROBLEM
The survey has been undertaken in order to answer some questions like
29
RESEARCH DESIGN
The second step of the marketing research process calls for determining the
information needed and developing a plan for gathering it efficiently. A research
design can be defined as “The plan, structure and strategy of investigation conceived
so as to obtain answers to research questions and to control variance.”. Designing a
research plan calls for decisions on the data sources, research approaches, research
instrument, sampling plan and contact methods.
Once it is realized that the secondary data are insufficient, the researcher needs to
decide upon one alternative design to collect the primary data. The three basic
methods which can be used are: -
This method involves direct observation of people and situation through one way
mirrors, hidden cameras or disguised observers. Direct observation involves watching
actual behavior; indirect observation involves inferring behavior by looking at the
result of that behavior.
30
3. The Survey Method: -
Surveys are best suited for descriptive research. This method involves learning
about people’s knowledge, beliefs, preferences and satisfaction and to measure these
magnitudes in the general population. As in observation, survey research can be
structured or unstructured. Structured survey use formal lists of question asked of all
respondent the same way where as in unstructured researcher use an open format that
lets the interviewer probe respondents and guide the interview, depending on their
answers. There are three types of surveys namely:
Telephone Survey
Mail Survey
Personal Interview
Here, for the survey of retailers of Airtel I have used personal interview method as
tool for data collection.
31
DETERMINATION OF SOURCES OF DATA
In marketing research literature, there are two types of data: primary data and
secondary data. The researcher can gather primary data or secondary or both.
1. Primary Data:
The first hand data collected for a specific purpose or for a specific research
project constitutes primary data.
When the needed data do not exist or are inaccurate, incomplete or unreliable
the researcher collects primary data. Most marketing research projects thus involve
some primary data collection. The main primary data sources consist of consumers,
dealers, buyers, etc. Consumers and buyers constitute the main source of information
in most researches. A buyer may not be the user of the product, although in some
cases the consumer and the buyer may be the same person.
2. Secondary Data:
32
primary data. Secondary data provides a starting point for research and offer the
advantages of low cost and ready availability.
33
COLLECTION OF INFORMATION
Questionnaire:
Mechanical Device:
Sampling plan:
34
Sampling Unit:
The marketing researcher must define the target population that will be
sampled. In my case the target population was the retailers selling sim card of Airtel
Limited at Rajkot.
Sample Size:
Large samples give more reliable results than small samples. However, it is
not necessary to sample the entire target population or even a substantial portion to
achieve reliable results. In my survey the sample size was 50.
Sampling Procedure:
To obtain a representative sample a probability sample of the population
should be drawn. Probability sampling allows the calculation of confidence limits for
sampling errors. When the time and cost are involved the in probability sampling is
excessive, marketing researcher will take non-probability samples.
35
INTRODUCTION OF ADVERTISEMENT
We are in 21st century, where there is cut-throat competition in the market and
there are also numbers of Multinational Companies are as well as many MNC’S are
coming day by day in our country, by offering world-class technology. It is very easy
to enter in the market but very tough to survive or stay in competitive market.
According to Peter Drucker, “Marketing means only create consumers.” But in reality
it is too tough, so we must have such planed marketing strategies which catch the
consumer once and never allows them to switchover other products. Out of all
strategies advertising strategy is very important.
Advertiser includes not only business firms, but also charitable organizations
or trust, professionals, Government agencies that direct message to target publics. Ads
are a cost-effective way to disseminate messages, whether to build brand preference
or to educate people to avoid hard drugs.
Meaning
The term advertising originated from the Latin word “Adverto” which means
to turn around. Thus according to this meaning advertising means an activity
employed to draw attention to any object or purpose.
Definition
36
Advertising can be defined as mass, paid communication (presentation and
promotion) of goods, services or ideas by an identified sponsor. It is paid
communication because the advertiser has to pay for the space or time in which his
advertisement appears. Advertising appears in recognized media, such as newspapers,
magazines, radio, television, cinema film, outdoor hoardings and posters, direct mail
and transit.
Advertising is a major promotion tool. It has the following basic plus points or
strength as a promotion tool:
37
IMPORTANCE OF ADVERTISING
Nothing can except the mint can make money without advertising. Mass
production and mass distribution totally depend on all forms of advertising and
publicity. We can tell numerous people about a product or service in the quickest time
interval at the lowest possible cost.
The advertising purpose and tasks of Airtel are set by marketing plans and
strategies. Advertising is the use of paid for, sponsor identified material in mass
media. The real purpose of advertising of Airtel is not only one, viz., to sell something
a product, a service, or merely an idea through effective communication. It attempts to
stimulate sales to all customers (present, former and future). It has other purposes as
well. It is used to reassure buyers that they have really made the best purchase. Thus,
advertising of Airtel can build up brand loyalty. It can enhance the morale of the
salespeople and dealers thereby securing enthusiastic distribution of products. It is
also employed to promote the bright image of the company in the society.
38
SELECTION OF ADVERTISING MEDIA
Selection of media is a crucial part of advertising. The steps here are deciding
on desired reach, frequency, and impact; choosing among major media types;
selecting specific media vehicles; deciding on media timing; and deciding on
geographical media allocation. Then the result of these decisions needs to be
evaluated.
Suppose a company who has target audience related to higher class and upper
middle class can go through vehicle like television.
The media planner has to know the capacity of the media types to deliver
reach frequency, and impact. The major advertising media along with their costs,
advantages and limitations should consider.
39
RESEARCH
ANALYSIS & FINDINGS
40
Are you like to see advertisement?
Yes 46
No 4
50
45
40
35
No. of person
30
25 Series1
20
15
10
5
0
Yes No
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement and 50 out of them 46
are watching the advertisement and only 4 people are not like to watching
advertisement.
Suggestion
I would not like to do any suggestion because most of the people are watching
advertisement of Airtel.
41
Have you seen the advertisement of Air-tel?
Yes 45
No 5
50
45
40
35
No.of people
30
25 Series1
20
15
10
5
0
Yes No
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 45 are watching the advertisement of Airtel and only 5 people are not aware
about the Airtel advertisement.
Suggestion
I would not like to do any suggestion because most of the people are watching
the Airtel advertisement.
42
Through which media you came know about it?
Newspaper 20
Hording 10
Television 8
Retailer shop 10
Other sources 2
25
20
No.of person
15
Series1
10
0
Newspaper Hording Television Retailer Other
shop sources
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 20 are watching through Newspaper,10 are watching through hording,8 are
watching through television,12 are watching through retailer and remaining are
watching through other sources.
Suggestion
I would like to suggestion to company that they can increase their
advertisement in television because maximum people are watching advertisement in
television.
43
In advertisements which factor are very attractive? (Rank them)
Theam 12
Color combination 10
Brand ambassador 3
Massage 24
Other Factors 1
Importent Factores
Theam
Color combination
Brand ambassador
Massage
Other Factoers
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 12 are saying that Theam is important factors, 10 are saying color combination,
3 are saying brand ambassador 24 are saying Massage.
Suggestion
I would like to suggest to the company that they can Focuses more and more
in their advertisement massage and theam because more people are concern with the
massage in compare to other.
44
Do you know about the brand ambassador of the Air-tel?
Yes 32
No 18
35
30
no.of person
25
20
Series1
15
10
5
0
Yes No
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 38 are saying that they know about the brand ambassador of Airtel and only 18
are not know about the brand ambassador of Airtel.
Suggestion
I would like to suggest to the company that they can show the brand
ambassador of company is in maximum time in their advertisement because
maximum people can aware about that.
45
Do you get all information through advertisement of Air-tel?
Yes 24
No 26
26.5
26
No. of Person
25.5
25
Series1
24.5
24
23.5
23
Yes No
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 24 are saying that they get all information through Airtel and 26 are say that
they are not getting all information through advertisement of Airtel.
Suggestion
I would like to suggest to the company that they can show the maximum
information in their advertisement.
46
Give your opinion about an attractiveness of air-tel advertisement?
Excellent 10
Best 15
Good 18
Average 7
Excellent
Best
Good
Average
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 10 are saying that the attractiveness is Excellent,15 are saying that best,18 are
saying Good, and 7 are saying Average.
Suggestion
I would like to suggest to the company that they have increase their
attractiveness in their advertisement because give maximum information.
47
Every time company should change their advertisement?
Yes 40
No 10
50
40
No. of people
30
Series1
20
10
0
Yes No
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 40 are saying that company can change their advertisement frequently, and only
10 are say they are not change their advertisement.
Suggestion
I would not like to suggest to the company because company can change
advertisement frequently.
48
In your opinion to gat maximum sale in Air-tel which policy of
advertisement should company follow?
Introduce new
advertisement
Change in
advertisement
Calibrate change
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have gone through, all of them are watching the advertisement of Airtel and 50 out of
them 40 are saying that company can change their advertisement frequently, and only
10 are saying that they are not changing their advertisement.
Suggestion
I would not like to suggest to the company because company can change
advertisement frequently.
49
\
In your opinion through which media company can get maximum
reward?
Newspaper 15
Hording 8
Television 10
Retailer shop 22
Other sources 5
25
No of person
20
15
Series1
10
5
0
r
on
s
p
ng
e
ce
ho
ap
si
di
ur
rs
vi
sp
or
so
le
le
H
ew
Te
ai
er
N
et
th
R
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have went through, all of them are watching the advertisement of Airtel and 50 out of
them 15 are saying that company can get maximum reward throw newapaper,8 are
saying throw hording,10 are saying throw Telivision,22 are saying throw Retailer
shop.
Suggestion
50
I would not like to suggestion to company that people can maximum reward
throw the retailer shop so they can give their advertisement in there retailers.
Which company’s
Airtel 13
Vodaphone 13 advertisement
TATA 6
Reliance 8
you most like?
Idea 10
14
12
No. of person
10
8
Series1
6
4
2
0
e
e
el
a
TA
n
nc
e
rt
ho
Id
TA
Ai
ia
ap
el
R
d
Vo
Analysis
From the above mentioned graph we can analyze that out of 50 Person which I
have went through, all of them are watching the advertisement of Airtel and 50 out of
them 13 are saying that they have like a airtle’s advertisement,13 are saying
vodaphone,6 saying TATA,8 saying Reliance, 10 saying Idea.
51
Suggestion
I would not like to suggestion to company that they have give more and more
advertisement in compare to other company. And get maximum selling in market.
FUTURE PLANS
FUTURE PLANS
As we know that each and every company want to achieve high position in
this competitive market. One must decide about future because it is uncertain.
52
So format a future goal and go ahead. Here following are the main future plans
of Airtel.
Thus Airtel has no plans in particular except to lead the market in the crucial times
of Cellular wars, and out rightly exceed the usage of land lines by wireless cellular
telephones and maintain their standard of quality coverage.
53
SWOT ANALYSIS
54
SWOT ANALYSIS
Emerging Competition
like Reliance, TATA,
T Threats
BSNL, VODAFONE,
etc.
55
CONCLUSION
56
CONCLUSION
Airtel has good reputation in the market. Objective of survey is to know the
advertisement effectiveness. I have already discussed the objects in the survey.
The organization has good reputation in the market; however, it requires some
efforts to maintain the reputation for the betterment of its future. However, now they
are taking reasonable steps to improve its brand name and sales target.
Lastly, I can say that Airtel has bright future for the coming years. And I hope
this project report will help them taking right decision and fulfill their customer
demands.
57
SUGGESTIONS
58
SUGGESTIONS
suggestions, which are necessary for the company. From my point of view to
maintain and improve the market share of Airtel, my main points or suggestions
are:
The company can also takes advantage of reduced taxes and other incentives
granted by certain states in India for locating manufacturing facilities in such
states and economic zone.
Most of the retailers of Rajkot don't know about the services provided by
Airtel. So company should concentrate on this point and advertise so they
attract customers.
Now a day advertisement is very important role in selling so they can increase
their advertisement in all different sectors.
59
BIBLIOGRAPHY
60
BIBLIOGRAPHY
1. Marketing Management
- By PHILIP KOTLER
2. Market Research
- By LUCK RUBIN
3. Web site
- www.airtel.in
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MARKETING RESEARCH REPORT ON
Advertising Effectiveness of Air-tel
Q1Name: _________________________________________
Q2 Age: ____________________________________
Q3 Gender: Male Female
Q4 Occupation: _____________________________
Q8 if yes, then through which media you came know about it?
(A) Newspaper
(B) Hording
(C) Television
(D) Retail shop
(E) Other sources
62
(a) Yes (b) No
Q15 In your opinion through which media company can get maximum
reward?
63
___________________________________________________________
___________________________________________________________
___________________________________________________________
THANK YOU……
64