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ACKNOWLEDGEMENT
In the end, I also want to thanks my friends for their support and
help during the project.
Declaration
Atul Kumar
1
Executive Summary
Airtel comes to you from Bharti cellular Limited- a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of
telecom services, which includes cellular, basic, internet and recently introduced
National Long Distance. Bharti also manufactures and exports telephone terminals
and cordless phones. Apart from being the largest manufacturer of telephone
instruments in India, it is also the first company to export its products to the USA.
Bharti is the leading cellular services provider, with an all India footprint covering all
23 telecom circles of the country. It has over 11 million satisfied customers.
Project title is “Market Share of Airtel”. Main objective of the study was to find
the share of Airtel in the allotted market and to know its potential market. In this,
non telecom shops are targeted and their demand or requirement is understood. Their
interest is being taken into consideration i.e. whether they are interested or not
interested if given an option to them to keep Airtel connection for selling. Also for
existing telecom shops; retailers are being questioned about their level of satisfaction
from the business, whether they keep Airtel connection, overall performance of each
telecom services providers and their feedback for Airtel.
The method which was used to study the replies of the telecom and non telecom
shops that may or may not be interested in having Airtel connections is through
questionnaire. The questionnaires were filled by: - moving to each and every market
which was being allotted. Markets allotted are Mohanlalganj, Atari and
Malihabadand Charbagh.
Existing telecom shops and non telecom shops like chemist, general stores, STD/
PCO, gifts shops are mainly focused. The questionnaires were filled there and then by
the retailers and then analysis is being done. The questionnaire was bifurcated into
different segments i.e. general information about the retailers containing name,
address, age, shop address, whether they keep Airtel or not, if no then their interest on
keeping it. Also overall comparative performance is being asked from existing
telecom.
5555
2
Objective
In the end from the facts and observations collected, we came up with the conclusion,
which helps Airtel to attract more customers to be the part of Airtel family and the
corrective measures to be taken for filling up the loopholes and how the Airtel share
can be increased which is eaten away by the other competitors.
3
Company Profile
Market
The unprecedented growth in the mobile is, perhaps, the most vivid facet of India’s
economic transformation since the mid 1990’s. Mobile technology and services came
to India less than a decade ago. In the early days, a mobile was seen to be a fashion
statement for the rich. Today, it is expected as a basic communication medium for all
socio- economic segments. As the pioneer and front runner, Airtel has been
instrumental in leading and ushering in the mobile revolution in India.
The Indian mobile market is, today, amongst the fastest growing and the most
competitive in the world.
There were 34.6 million mobile phone subscribers in the country as of April 2004
(source: cellular operators association of India and association of basic telecom
operators) with approximately 7 million subscribers, Airtel commands nearly 20% of
the share of the market- making is the number one brand in the country. Airtel’s
world class service and innovative products have enabled it to establish this position
of leadership.
About Airtel
4
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is among
India's largest mobile phone and Fixed Network operators. With more than 40 million
subscriptions, the company is one of the world's fastest growing telecom companies.
It offers its mobile services under the Airtel brand and is headed by Sunil Mittal,
India's sixth richest man with a total worth of US$10 billion. The company is the only
GSM operator to provide mobile services in all the 23 circles in India. The company
also provides telephone services and Internet access over DSL in 14 circles. The
company complements its mobile, broadband & telephone services with national and
international long distance services. The company also has a submarine cable landing
station at Chennai, which connects the submarine cable connecting Chennai and
Singapore. The company provides reliable end-to-end data and enterprise services to
the corporate customers by leveraging its nationwide fiber optic backbone, last mile
connectivity in fixed-line and mobile circles, VSATs, ISP and international
bandwidth access through the gateways and landing station.
5
Touchtel
Until September 18, 2004, Bharti provided fixed-line telephony and broadband
services under the Touchtel brand. Bharti now provides all telecom
services including fixed-line services under a common brand "Airtel"
The Forbes Global 2000 list for the year 2007 ranked Bharti at 1149.
2006
· Wireless service provider of the year 2005 at the Frost and Sulivan Asia-
Pacific ICT awards.
· Competitive service provider of the year 2005 at the Frost and Sulivan Asia-
Pacific ICT awards
In News
Recently Sunil Bharti's Airtel launched its calling card in America specially for the
NRI (Non-resident Indians) and people calling from America to India at a cheaper
rate as compared to the tariff offered by other providers.
On February 12, 2007 Vodafone sold its 5.6% stake in AirTel back to AirTel for US
$1.6 billion; and purchased a controlling stake in rival Hutchison Essar.
In its monthly press release, following statistics have been presented for end of April
2007.
6
· Bharti Airtel added the highest ever net addition of 53 lakh customers in a
single quarter (Q4-FY0607) and also the highest ever net addition of 1.8 crore
total subscribers in 2006-07
· The company will invest up to $3.5 billion this fiscal (07-08) in network
expansion.
· It has an installed base of 40,000 cellsites and 59% population coverage
· After the proposed network expansion, an additional 30,000 towers will result
in the company achieving 70% population coverage
· Bharti has over 39 million users as on March 31, 2007
· It has set a target of 125 million subscribers by 2010
· Prepaid customers account for 88.5% of Bharti’s total subscriber base, an
increase from 82.7% a year ago
· ARPU has dropped to Rs 406
· Non-voice revenues, (SMS, voice mail, call management, hello tunes and
Airtel Live) constituted 10% of total revenues during Q4, lower than 10.7% in
the Q4 of the previous year
· Blended monthly minutes of usage per customer in Q4 was at 475 minutes
· Has completed 100% verification of its subscribers and in the process
disconnected three lakh subscribers
Market News
Market Capitalization
Approx. Rs. 1,670 billion Closing BSE share price = Rs. 880.75
7
Mobile Services
Post-paid Services
Airtel Prepaid
Roaming
Value Added Services
Coverage
Bharti's partners in Airtel are Emtel, the premier GSM operator in Mauritius, some
private investors.
Registered as Telecom Seychelles Limited and operating under the brand name of
Airtel, the company is licensed to offer comprehensive telecom services including
GSM Cellular, PSTN (Fixed Lines), Fax and Data, International Roaming,
connectivity to Internet Services, Maritime Telecom Services (INMARSAT) and
International Collect and Credit Card calling. Dominating the market with its service
and customer commitment - Airtel has always been at the forefront of innovation and
change in the Telecom sector in Seychelles.
Airtel's Head Office is in Providence &Anse Royale, Mahe. Airtel also has
showrooms in Victoria, Mahe and Grand Anse, Praslin, that serve as one-stop shops
for customers. Airtel provides the whole range of telecom services, from GSM
Mobile services,Airtel Prepaid Mobile Cards available at a string of outlets,
International Roaming with 157 operators in 65 countries, a host of Value Added
Services, Fixed Cellular services and a fast growing Fixed Line network as well.
All this, of course, comes to you with the distinct Airtel advantage of excellent
Tariffs, the best GSM Coverage on the islands, world class Technology from industry
leaders like Ericsson and Scientific Atlanta and 24-hour Customer Care.
In addition to telecom services, Airtel also recently acquired a 4-star luxury 124-
bedroom hotel in Seychelles, called Le MeridienBarbarons Beach Hotel.
8
AIRTEL VISION
AIRTEL MISSION
9
Bharti Tele-Ventures
·
·
When EM Warburg Pincus went to invest in India the summer of 2001, it
zeroed in on Bharti Televentures, a mobile telecom services company with
fewer than 800,000 customers. The N.Y buyout firm, which invested $300
million in the Delhi enterprise, chose well. Today, Bharti has 11.4 million
cell-phone subscribers, its stock has grown fivefold since listing early in 2002,
and its valuation is $10 billion. Warburg has made more than $1 billion on the
deal and still owns 5.8%. Chairman and Managing Director Sunil Mittal aims
to maintain Bharti's 25% share of the Indian cellular market, which is forecast
to reach 180 million customers in 2008.
·
Company Snapshot
Bharti Tele-Ventures Limited, through its subsidiaries, provides
telecommunications services in India. The company offers mobile, fixed line,
national, and international long distance services, very small aperture
terminal-based voice and data transmission services, Internet services, and
network solutions. Bharti offers Internet and various Internet-related services,
including dedicated leased line, virtual private networks, Web hosting and
server collocation, and Internet mailing services to both residential and
corporate customers. The company provides broadband connectivity for
various end uses, including data, information technology-enabled services,
and other high bandwidth services. It offered its services to approximately
11.05 million customers, including approximately 10.24 million mobile and
815,000 fixed line customers, as of January 31, 2004. Bharti Tele-Ventures
was founded in 1995 and is based in New Delhi, India
10
Business Profile
Bharti Airtel (formerly Bharti Tele-Ventures), a part of Bharti Enterprises, works
through three individual SBUs -mobile services, broadband and telephone services
and enterprise services. The company, established in 1995, is a public limited
company and is head quarted in New Delhi, India. The company provides GSM
mobile services across India in 23 telecom circles, while the B&T business group
provides broadband & telephone services in 15 circles. The enterprise services group
has two sub-units - carriers (long distance services) and services to corporate.
Bharti Airtel is the largest mobile telephony operator in the GSM space with around
27 per cent market share in FY05. The company, apart from being the largest player
in the mobile segment with subscribers in all the 23 telecom circles of the country,
also provides varied services like fixed line, broadband and retail internet access. The
company is also one of the fastest growing fixed line and long distance (DLD as well
as ILD) operators in the country. It offers broadband and other data oriented services
to corporate clients. The company has a strategic alliance with Singtel, the largest of
its kind made by SingTel outside Singapore. The company also has a strategic
alliance with Vodafone, which is one of the largest single foreign investments made
in the Indian telecom sector.
Bharti Airtel plans to foray into the retail segment, through a joint venture, which
would be finalised depending on the kind of infrastructure required for the retail foray
Financials
Bharti Airtel registered a 151.71% growth in net profits to Rs 12,868.40 million for
the quarter ended March, 2007 from Rs 5,112.40 million for the quarter ended March,
2006. Net sales rose 59.58% to Rs 52,187.30 million for the quarter ended March,
2007 compared with Rs 32,703.60 million for the quarter ended March, 2006.
Total income rose 59.58% to Rs 52507.7 million in the quarter ended March, 2007,
from Rs 32,904.1 million for the quarter ended March, 2006.
The earnings per share (EPS) of the company stood at Rs 6.79 in the quarter ended
March, 2007.
11
About Idea
As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to
operate in 11 circles. With a customer base of over 10 million, IDEA Cellular has
operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,
Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA
Cellular's footprint currently covers approximately 45% of India's population and
over 50% of the potential telecom-market.As a leader in Value Added Services,
Innovation is central to IDEA's VAS Factory. It is the first cellular company to launch
music messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a voice
portal with 'Say IDEA' and a complete suite of Mobile Email Services.A frontrunner
in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering
the most customer friendly and competitive Pre Paid offerings, for the first time in
India, with 'Super Power', 2 Minutes Outgoing Free, Lifelong offer and other
segmented offerings like Women's Card. 'Lifetime Idea' is the first and only loyalty
program, for pre paid customers, introduced by a Cellular brand. Customer Service
and Innovation are the drivers of this Cellular Brand. A brand known for their many
firsts, Idea is only operator to launch GPRS and EDGE in the country.
The latest feather in the IDEA cap is the GSM Association Award for Bill Flash, it
has recently won making it the first cellular operator in India to win an award on this
platform.
Idea Cellular is part of the Aditya Birla Group, which is India's first truly
multinational corporation. Global in vision, rooted in Indian values, the group is
driven by a performance ethic pegged on value creation for its multiple stakeholders.
The combined holding of the Aditya Birla Group companies in Idea stands at 98.3 per
cent. Mr Kumar Mangalam Birla has been named the Chairman of the company. The
other directors on the board are: Mrs. Rajashree Birla, Chairperson, Aditya Birla.
12
16161616
Centre for Community Initiatives and Rural Development; Mr. Sanjeev Aga,
Managing Director, Aditya Birla Nuvo; Mr. Debu Bhattacharya, Managing Director,
Hindalco; Mr. SaurabhMisra, Director, Aditya Birla Management Corporation Ltd.
and CEO, UltraTech; and Mr. M. R. Prasanna, Group Executive President (Legal),
Aditya Birla Group. Aditya Birla Nuvo Ltd. holds 35.7 per cent, Birla TMT Holdings
Ltd. 44.9 per cent, Grasim 7.5 per cent, and Hindalco 10.1 per cent in Idea.
With ambitious future plans, the company is poised for rapid growth.
Hutch Essar
Hutch is the fourth largest cellular operator in India that covers most of the country.It
offers both prepaid and postpaidGSM cellular phone coverage throughout India and is
especially strong in the major metros. The company is often praised for its award
winning advertisements which all follow a clean, minimalist look. A recurrent theme
is that its message Hi stands out visibly though it uses only black letters on white
background. Another recent successful ad campaign in 2003 featured a dog following
a boy around in unlikely places, with the tagline, Wherever you go, our
networkfollows.
Hutch Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian
nationals, 15%. Vodafone and the Essar group have reached an agreement on the
management of the company, which will be renamed Vodafone Essar in the near
future.
In Mumbai it was earlier known by the name Orange. It offers both prepaid and
postpaidGSM cellular phone coverage throughout India and is especially strong in the
major metros.
Marketing Research
"Marketing research is the function that links the consumer, customer, and public to
the marketer through information - information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process.
Marketing research specifies the information required to address these issues, designs
the methods for collecting information, manages and implements the data collection
process, analyzes, and communicates the findings and their implications."
14
19191919
Based on questioning:
Based on observations:
16
21212121
Researchers often use more than one research design. They may start with secondary
research to get background information, then conduct a focus group (qualitative
research design) to explore the issues. Finally they might do a full nation-wide survey
(quantitative research design) in order to devise specific recommendations for the
client.
The total amount of money a customer can spend on a certain product category is a
vital piece of information for planning and managing sales and marketing efforts.
This amount is usually referred to as the customer’s wallet (also called opportunity)
for the product category. There are many possible uses for wallet estimates, including
straightforward targeting of sales force and marketing actions towards large wallet
customers and prospects. In a more sophisticated sales and marketing environment,
the combination of classical propensity models for a particular product category with
the knowledge of the wallet for the same category can direct the sales efforts: it
allows a company to market not only to customers or potential customers with a large
wallet, but also to those with a high probability of buying specific products in the
category.
By combining the customer wallet estimates with the data on how much they spend
with a particular seller, we can calculate the share-of-wallet that the seller has of each
customer for a given product category. This information allows the seller to target
customers based on their growth potential, a combination of total wallet and share-of-
wallet. The classical approach of targeting customers that have historically generated
large amounts of revenue for the company (known as lifetime value modeling) does
not give enough importance to customers with a large wallet, but small share-of-
wallet, which are the ones with presumably the highest potential for revenue growth.
Share-of-wallet is also important for detecting partial defection or silent
attrition,which occurs when customers increase their spending in a given category,
without increasing the amount purchased from a particular company. In certain
industries, customer wallets can be easily obtained from public data. For example, in
the credit card industry, the card issuing companies can calculate the wallet size and
respective share-of-wallet using credit records from the three major credit bureaus.
For most industries, however, no public wallet information is available at the
customer level.
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24242424
In this case, there are two approaches used in practice for obtaining wallet estimates:
1. Top-Down: starts from a public aggregate estimate for the overall industry
opportunity in a given country and splits this estimate across the individual customers
using heuristics based on the customer characteristics. For example, if the customers
are companies, the overall opportunity could be divided among the companies
proportionally to their number of employees.
2. Bottom-Up: estimates the wallet directly at the customer level, using heuristics or
predictive models based on customer information. A common approach is to obtain
actual wallet information for a random subset of customers/prospects through primary
research. A model is then developed based on this data to predict the wallet for the
other customers/prospects
Factors
Regardless of your industry, you have “points of contact” with your customers; they
aren’t limited to but ultimately coincide with a purchase. Use that contact opportunity
to gather loyalty data. This may require an incentive (especially in retail sectors and
e-commerce) to prompt customer participation.
You want to dig deeper than the traditional “what is your satisfaction level” type
questions. Find out why they buy from you, who else they buy from and what tips
their scale.
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A question we ask when conducting marketing research for our clients is: “if you had
to decide between purchasing from two different stores or companies, what is the
most important factor in that decision?” This always reveals great insight.
Strategies
Once you understand the factors that drive purchasing behavior, you can adjust your
marketing approach to line up with those factors. Following are a few examples of
strategies that effectively increased share of wallet.
• Most airlines jumped on the “frequent flyer” bandwagon, which commoditized the
concept and made it mundane. So, Hawaii Airlines began allowing its points to be
redeemed for rental cars, hotels and golf. This strategy distinguished its program and
appeals to different behavior-based segments of the market.
• Consider the Capital One advertising slogan: “What’s in your wallet?” This is the
ultimate definition of share of wallet. They were leaders in offering balance transfers
(from competing cards) to support their lower interest rate “value” proposition.
• Frito-Lay launched Tostitos Chips in 1981. Ten years later they introduced Tostitos
Salsa. This increased their share of wallet through a “product relationship” strategy
by selling dip to their chip customers—two products that often are purchased at the
same time.
As you develop your “wallet” strategy, keep in mind that the three most
important factors that increase wallet share are: distinction, value and product
relationship.
ss27272727
20
Research Methodology
On defining the objective of the project, a plan was developed to gather information
most efficiently. Decisions were taken on the data sources, sampling plan, research
tools and contact methods.
21
.
3. Target Respondents
Shopkeepers of each and every market visited.
4. Sampling
Sample size of 260 individuals relatively covering Rohini under the
distributor was taken. The areas covered were
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282810/12/2009 2828- 281111111111128-282828 - 28 -28
DATA ANALYSIS
Area 1: Mohanlalganj
SAMPLE SIZE: 94
Yes
No
23
303010/12/2009 3030- 301111111111130-303030 - 30 -30
Q2 Which Telecom company products (NEW ACTIVATION SIMS) do you
keep in your shop to sell to consumers?
Airtel
Hutch
Reliance
Tata
Dolphin
Idea
Conclusion: Airtel, Hutch and Idea’s activation sims are kept by all the
existingretailers whether telecom or non telecom but tata, reliance and dolphin are
kept mostly by telecom shops.
24
32323232
Q3 If yes, then please indicate your level of activation in your shop per
month for each available services given below depending upon on
your response:-
1000
no. of connections
800 0-125
600
400 200
125-250
250-375
0 375-500
AIR TE L HUTC H ID E A TATA R E LIANC E MTNL
500-725
IND IC O M
725-875
S e rv ice
25
33333333
Yes
No
26
34343434
a) Activation
b) Recharge
c) Both
Activation
Recharge
Both
Conclusion: Out of these 5 who are ready to keep Airtel connection 60%
said they will keep both i.e. activation and recharge coupons, rest 20% each
said that they want to keep activation and recharge only.
27
343410/12/2009 3434- 341111111111134-343434 - 34 -34
Q6 Rank your choice of telecom service providers in with respect to their
performance
(1- most preferred, 2- preferred, 3- neutral, 4- less preferred, 5- least preferred, N.P-
not preferred at all):-
Conclusion: This data provide us with the overall view of the performance of
alltelecom connections in this market area. As it is clearly observed that Airtel is
ranked 1 in maximum customer demand and value for money and ranked 2 in F.O.S
service. Airtel close competitor is observed to be Hutch in maximum customer
demand and value for money and though hutch ranked 1 in F.O.S service. But in case
of activation complaints Airtel ranked 4 due to the more activation complaints in this
area. In claim disbursement Airtel is also lacking behind as compared to Idea and
Hutch and Hutch is considered to be no. 1 in claim disbursement followed by Idea
28
353510/12/2009 3535- 351111111111135-353535 - 35 -35
Area 2: Atari
SAMPLE SIZE: 81
Yes 56 69%
No 25 31%
353510/12/2009 3535- 351111111111135-353535 - 35 -35
Yes
No
29
Q2 Which Telecom company products (NEW ACTIVATION SIMS) do you
keep in your shop to sell to consumers?
60
50 Airtel
40 Hutch
30 Reliance
20 Tata
10 Dolphin
0 Idea
No. of respondents
30
38383838
1 00 0
800 0 -1 2 5
no. of connections
600
125-25
400
200 250 -37
375-50
AIR T E L H U T C H ID E A T AT A R E L IAN C E MT N L
500-72
IN D IC O M
S e r v ic e 725-87
31
Q4 If no, then are you interested in having AIRTEL connections with you now?
Yes 5 20%
No 20 80%
Yes
No
32
Q5 If yes, are you interested in having:-
d) Activation
e) Recharge
f) Both
41414141
Activation 0 0%
Recharge 1 20%
Both 4 80%
Activation
Recharge
Both
Conclusion: Out of these 5 who are ready to keep Airtel connection 80% said
theywill keep both i.e. activation and recharge coupons, and 20% said that they want
to keep recharge only.
33
Q6 Rank your choice of telecom service providers in w.r.t their performance
Conclusion: This data provide us with the overall view of the performance of alltelecom
connections in this market area. As it is observed that hutch and idea is ruling as compared
to Airtel in maximum customer demand and value for money. Reasons for airtel lacking
behind in this area is maximum activations complaint and less claim disbursement .F.o.s
service of Airtel is pretty fine in this area. In claim disbursement also hutch is ranked
number 1. Retailers in this are happy to sell hutch and idea due more margin cuts(profits)
34
Area 3: Malihabadand Charbagh
SAMPLE SIZE: 85
Yes
No
35
Q2 Which Telecom company products (NEW ACTIVATION SIMS) do you
keep in your shop to sell to consumers?
Hutch 61
Reliance 35
Tata 43
Dolphin 24
Idea 61
80
Airtel
no of 60
Hutch
responden 40
Reliance
ts 20
0 Tata
No. of respondents Dolphin
Services Idea
Conclusion: Airtel, Hutch and Idea’s activation sims are kept by all the existingretailers
whether telecom or non telecom but tata, reliance and dolphin are kept mostly by telecom
shops.
36
Q3 If yes, then please indicate your level of activation in your shop per month
for each available services given below depending upon on your response:-
1000
800 0-125
n
600
400 125-250
200 250-375
o of
0 375-500
n
37
Q4 If no, then are you interested in having AIRTEL connections with you now?
46464646
Yes 8 33%
No 16 66%
No
38
4Q5 If yes, are you interested in having:-
g) Activation
747474
h) Recharge
i) Both
Activation
Recharge
Both
Conclusion: Out of these 8 who are ready to keep Airtel connection 75% said
theywill keep both i.e. activation and recharge coupons, rest 25% said that they want
to keep
recharge only.
39
Q6 Rank your choice of telecom service providers in w.r.t their performance
48484848
(1- most preferred, 2- preferred, 3- neutral, 4- less preferred, 5- least preferred, N.P-
not preferred at all):-
R a n k in g o f te le c o m s e r v ic e p r o v id e
30
20
10
0
A i r t e l Id e a H u t c h T a ta In d ic Ro me lia n c e
Servi
Conclusion: This data provide us with the overall view of the performance of
alltelecom connections in this market area. As it is clearly observed that idea and
hutch are leading in maximum customer demand and value for money . Airtel is only
number 1 in activation complaints. Due more numbers of activation complaints airtel
is lacking behind in maximum customer demand and value for money as compared to
hutch and idea in this particular area. In this area ,airtel is ranked number 3 in all
major attributes. On the other handtataindicom and reliance are very less in demand in
this area
40
Area 1: Mohanlalganj
SAMPLE SIZE: 94
Type of shops
Chemist
General Store
STD/PCO
Telecom
Others
Stationary
Conclusion: Majority of the shops covered are the telecom shops at around 62%,next
are the STD/PCO with 13%, and then general stores and stationary with 7% each and
with least share are the chemist with 5%.As
41
Detailed description
A. Chemist (out of 5)
50505050
Chemist
Have actrivation
Interested to have
Not interested
42
B. General store (out of 7)
General stores
Have activation
Interested to have
Not interested
43
51515151
STD/PCO
Have activation
Interested to have
Not interested
44
515110/12/2009 5151- 511111111111151-515151 - 51 -51
52525252
D.Others (out of 6)
Others
Have activation
Interested to have
Not interested
45
E. Telecom (out of 57)
Interested to have 5 9%
Not interested 2 3%
Telecom
Have activation
Interested to have
Not interested
46
F. Stationary ( out of 7)
Stationary
Have activation
Interested to have
Not interested
47
Area 2: Atari
SAMPLE SIZE: 81
Type of shops
Chemist
General Store
STD/PCO
Telecom
Others
Stationary
Conclusion: Majority of the shops covered are the telecom shops at around
59%,next are the others, chemist and general stores with 12%, 11% and
10%respectively and next are the Std/PCO with 5% and with least share are the
stationary with only 3%.
57
48
Detailed description
A.Chemist (out of 9)
575757
Chemists
Have activation
Interested to have
Not interested
49
B
General stores
Have activation
Interested to hav
Not interested
50
STD/PCO (out of 4)
STD/PCO
Have activation
Interested to have
Not interested
Not interested
51
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585811 22131
D.Telecom (out of 48)
Telecom
Have activation
Interested to have
Not interested
52
60606
Others
Have activation
Interested to have
Not interested
53
61616161
Stationary
Have activation
Interested to have
Not interested
54
6262
STD/PCO 13 15%
Telecom 47 55%
Others 9 11%
Stationary 6 7%
Type of shops
Chemist
General Store
STD/PCO
Telecom
Others
Stationary
Conclusion: Majority of the shops covered in this area also are the telecom
shopsat around 55%, next are the STD/PCO and others with 15% and 11%
respectively, next are chemists and stationary with 7% each and with least share
are the general store with 5%.
55
Detailed description
A.Chemist (out of 6)
Reply of No. of
respondents respondents Percentage of respondents
Have activation 3 50%
Interested to have 1 17%
Not interested 2 33%
Chemist
Have activation
Interested to have
Not interested
56
64646464
Reply of No. of
respondents respondents Percentage of respondents
Have activation 0 0%
Interested to have 3 75%
Not interested 1 25%
65656565
General stores
Have activation
Interested to have
Not interested
57
65656565
66666666
STD/PCO
Have activation
Interested to have
Not interested
Conclusion: 62% already have Airtel connection in this category and 23% are
notinterested to keep Airtel connection and the remaining 15% showed interest.
58
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D.Telecom (out of 47)
Telecom
Have activation
Interested to have
Not interested
Conclusion: Majority of the telecom shops i.e. 74% already have activation and
fromthe remaining 19% were not interested while 7% were interested to have the
Airtel connection.
59
67676767
E. Others (out of 9)
Others
Have activation
Interested to have
Not interested
Conclusion: 4 out of 9 i.e. 45% were already selling Airtel connection while other33%
were not interested to have and the remaining 2 were interested to have the connection.
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E. Stationary ( out of 6)
Stationary
Have activation
Interested to have
Not interested
Conclusion: 67% of stationary in this area were already having Airtel connectionwhile the
remaining 33% were not interested.
61
General Overview of Feedback
More and vast visibility of Hutch and Idea boards and advertisements which is
improving their promotion and branding.
Many telecom retailers want the detailed description of incentives given to
them i.e. on what basis and on how much activation. Here lot of comparison is
being made with Hutch as they are providing with detailed description of
when and why of incentives.
Customer demand is high for Airtel but due to services complaints, less
advertisements and claims issues the retailers are diverting the customers to
Hutch and Idea.
Airtel is still ruling in sales as compared to others but through better
promotion, schemes and less claims issues. Hutch is emerging as second best.
So need to take actions for it.
Customer diversification from Airtel is increasing in regular basis due to
increase in activation complaints.
Network of Airtel is better than any other telecom services.
62
New schemes are not properly being conveyed to the retailers, so they are
facing problem of no responses to customer queries.
Customer diversification from Airtel is increasing in regular basis due to
increase in delay of retailer incentive.
Board and advertisements are required in many shops. It is been observed that
many shop[s don’t even have normal banner of Airtel in their shop in spite of
demanding of long.
Schemes in Airtel and tariff plans are expensive than other telecom services.
Lot of technical problems are complained here due to that retailers
dissatisfaction is increasing, also immediate services are not provided by the
department from Airtel.
There is different tariff plan for different connection in Airtel, that frustrates
customers
There is large number of rejection rate for taking up any new kind of business
in the non- telecom shops this is due to lack of awareness and scarcity of
resources in this area.
63
Limitations
The samples were taken on the basis of convenience sampling which may bring
element of error.
Samples were only taken from Rohini area.
Survey times are as such that maximum shop owners or respected persons were
not available for survey. So, through contact basis survey is done.
The sample size is very small and the result of research cannot be expralated
to entire population..
Major threat from hutch and Idea are seen as hutch is providing with quick
sales facilities, excellent communication network and high promotion whereas
Idea is giving very economical schemes and connectivity. So, to decrease
customer diversification and to maintain the brand name of the company
better communication network should be established between sales
management and the retailers by attending their complaints properly, giving
timely and verified incentives, increase in manpower, taking regular feedback.
By mismanagement on behalf of the distributor side also many retailers
grievances are increasing, complete check on workings on distributors should
be done.
Majority of STD/PCO shops showed interest in having Airtel connection. So
priority should be given to them, all their needs and demands should be
thoroughly taken into consideration.
Better schemes for dealers/ retailers so that they can be able to develop self
interest and they could try their level best to make more and more sale which
would lead benefit to dealers and company as well.
Brochures and catalogues should be made available.
More claim margins: the dealers have this issue that working in a small
margins is not acceptable to them i.e. just 2.47% margin is not much it should
be increased so that the dealers also be able to make some more profits.
64
77777777
Conclusion
The basic and to the point conclusion of the above discussed issue is that the
company can make more and more profits only when it can satisfy all its customers,
dealers and distributors in order to do that the company should agree with all their fair
suggestions and make them happy.
If workers will be happy and satisfy then they will make sincere efforts to achieve
their targets and increase the sales of the company.
65
Bibliography
Books
Websites
www.google.com
www.hutch.co.in
www.wikepedia.com
www.coai.com
Company information
www.airtel.com
www.airtelworld.com
Teleworld magazines
Pamphlets from various retailers
66
81818181
QUESTIONNAIRE
WALLET SHARE OF AIRTEL IN DELHI MARKET
8282
NOTE: Please tick (√) the option, which you find appropriate
This is the survey regarding the evaluation of wallet share of Airtel in Delhi
67
Q1 Do you keep TELECOM connections?
Yes
No
Airtel Tata
Hutch Dolphin
Reliance Idea
Q3 If yes, then please indicate your level of activation in your shop per month
for each available services given below depending upon on your response:-
68
83838383
Yes
No
j) Activation
k) Recharge
l) Both
69
Q8 Please mention the area’s that you would like AIRTEL to
improve on its product and services.
PERSONAL DETAILS
We would like to know you better:
Name:
Age:
Contact no. (Shop)
(Mobile)
Shop Address:
· Cost efficiency
Date of visit:
Type of shop:
70