A

Summer Internship Report

On

“Assessment Of Vas Products & Retail Effectiveness Index”

At

“BHARTI AIRTEL LTD.”

GURGOAN

AS A PARTIAL FULFILLMENT OF MBA TELECOM PROGRAM

OF

AMITY INSTITUTE OF TELECOM TECHNOLOGY AND MANAGEMENT

AMITY UNIVERSITY
NOIDA

SUBMITTED TO: SUBMITTED BY:

Prof.Marshal Sahni Megha Sinha
H.O.D. A1603709045
MBA-Telecom BATCH 2009 - 11
TABLE OF CONTENT:

1. CERTIFICATE FROM INDUSTRY MENTOR------------------------------------- 3

2. CERTIFICATE FROM FACULTY MENTOR--------------------------------------- 4

3. ACKNOWLEDGEMENT---------------------------------------------------------------- 5

4. EXECUTIVE SUMMARY-------------------------------------------------------------- 6

5. TASK ASSIGNED------------------------------------------------------------------------- 7

6. RESEARCH METHODOLOGY--------------------------------------------------------- 9

7. DATA ANALYSIS AND INTERPRETATION---------------------------------------16

8. SWOT ANALYSIS------------------------------------------------------------------------25

9. INDRODUCTION OF VAS-------------------------------------------------------------- 14

10. DESCRIPTIVE WORK ON THE SUB TOPIC OF STUDY------------------------ 15

11. SUGGESTION & CONCLUSION------------------------------------------------------26

12. LEARNING FROM SUMMER INTERNSHIP---------------------------------------27

13. ANNEXURE -------------------------------------------------------------------------------28

13.1 Introduction to organization

13.2 Organization’s Vision Mission and values, policies

13.3 General Information

13.4 Organizational Structure

14. BIBLIOGRAPHY-------------------------------------------------------------------------32
 CERTIFICATE
This is to Certify that the project done on “Assessment Of VAS Product & Retail effectiveness index”
submitted to AMITY INSTITUTE OF TELECOME TECHNOLOGY AND MANAGEMENT by
MEGHA SINHA in partial fulfillment by the requirement for the award of degree of MBA
TELECOM is a bonafide work carried by her under my supervision and guidance. This work has not
been submitted to anywhere else for my degree/diploma. The original work was carried during 3rd May
to 1st of July 2010 in BHARTI AIRTEL LIMITED.

Name of Guide: Seema Nair

Designation: Product Manager
Address: Bharti Airtel Limited
Plot no.16.udyog vihar
Phase –IV, Gurgoan-122001
T-911244222222
 CERTIFICATE FROM THE FACULTY MENTOR

This is to certify that MEGHA SINHA , student of MBA-Telecom Final year (III semester) has
successfully accomplished summer internship programme entitled “Assessment Of VAS Product &
Retail effectiveness index “ under my guidance and supervision, for a duration of six weeks , during the
session 2010- 2011. The internship report is approved for submission towards partial fulfillment of
Master of Business Administration in Telecommunications, Amity University, Noida (UP). It is
certified that this work has not been submitted elsewhere for the award of any other certificate.

Faculty Mentor:-Mrs.Neha Verma

Enrollment N0: A1603709045
COURSE:-MBA Telecom
Batch-2009-2011
 ACKNOWLEDGEMENT

There are a few things that come in the life of a person, may be for a short span of time, but leaves on
ever shining impression in to the mind. My summer training is one of the events which will be ever
green in my life.

First of all I would like to express my thanks to Ms Seema Nair, Product Manager, VAS, Bharti Airtel
Ltd. for permitting me to do the training at his concern. I am also very grateful to my Project
Guide/Mentor Ms.Seema Nair for sharing valuable experience and suggestions regarding training and
preparation of report. I extend our profound gratitude to other employees of AIRTEL. They have
shared their knowledge and experiences and help in their busy schedule.

I express my special thanks to my HOD, Prof. Marshal Sahni and Mentor Ms. Neha Sharma who
has given me proper guidance in spite of having a busy schedule.

I owe sincere gratitude to my family members and friends whose love, affection, co-operation and
moral support have provided me the strength to carry out this project.
 EXECUTIVE SUMMARY

This report is on Bharti Airtel in which I have done Assessment of VAS products & Retail
Effectiveness Index. The objective behind in this project is to analyze the VAS product & retail
effectiveness index.
During the training duration I have done primary research by calling 200 customers & also by visiting
40 retail outlets in south Delhi region. During my survey I have asked their current requirement, their
problems & probable future requirements .This gave me the prospect of the product & current industry
requirements & also our various potential competitors.
The hallmark of the report is the detailed marketing research and analysis on the VAS products &
retail effectiveness index. The research is done with predefined objectives and aims with a proper
designed procedure in order to carry out the research work efficiently and effectively. The report also
enlightens the SWOT (Strength, Weakness, Opportunities and Threats) Analysis of the company so as
to examine the company’s key business structure and products, and provides summary analysis of
VAS products. The research report also includes resultant pie & bar charts based on the survey
conducted for the popularity and success of products of Airtel. All the limitations while preparing the
research report is mentioned and the final analysis and interpretation is revealed.

This report will help Bharti Airtel to get good idea about existing market & help them to dertemine
various probable opportunities & threats in the target market
 TASK ASSIGNMENT

1. To identify and analyze the awareness about the product in the market.

2. To analyze whether the consumers are interested in purchasing the VAS.

3. To study the reasons for lack of interest in VAS.

4. To analyze the consumer demand in VAS

5. To take initiatives for increasing the sale of VAS.

6. To analyze the retailers Effectiveness index (REI) of south dethi.

 RESEARCH METHODOLOGY

Achieving accuracy in any research enquires a deep study regarding the subject. As the prime
objective of the project is to compare Airtel with the existing competitor (Vodafone) in the market and
the impact of will on Airtel,

The research methodology adopted is basically based on primary data via which the most recent and
accurate piece of first hand information could be collected. Secondary data has been used to support
primary data wherever needed.

Research Design

The proposed research path

1. Descriptive Research
2. Excel Analysis

Descriptive Research
Descriptive Research includes surveys and fact finding enquiries of different kinds. The major purpose
of description of the state of affairs it exists at present. In social science and business research we quite
often use the term expost factor research for descriptive research studies. A main characteristic of this
method is that the researcher has no control over the variables; he can only report what has happened
or what is happening.

Excel Analysis
Analysis of the data collected in the form of a Questionnaire was analyzed with the help of MS-Excel.
Data Collection

Primary data was collected using the following techniques

• Questionnaire Method
• Direct Interview Method and
• Observation Method

The main tool used was, the questionnaire method. Further direct interview method, where a face-to-
face formal interview was taken. Lastly observation method has been continuous with the
questionnaire method, as one continuously observes the surrounding environment he works in.

DATA COLLECTION METHOD

There two type of method of data collection.

Primary data
Secondary data

Data used for the research work was primary in nature

Primary data:
Primary data is that which is the Collected for the fist time and thus happen to be originated in
character.

Questionnaire survey:
In the studies a questionnaire is prepared.
The questionnaire consists of 10 questions.

Secondary data:
Secondary data refer to the data that has been already collected the Secondary data, which has been
used to carry out this study, are as follow:
Books, journals, magazines, newspapers Industry reports company’s internet site other relevant studies
material and Websites.
The research process was done by interacting with number of customers during the activities
performed, which included, Markets, cold calling, canopies, etc. Sample Design consists of random
sampling.

Target Population

• For getting the response from youth, the respondents were taken from Delhi/NCR region.

• For the purpose of analyzing the Retailers Effectiveness Index (REI) of Airtel in South Delhi
Malviya nagar, yusuf sarai, huaz khas, katwariya sarai area were taken.

Sample Size

• 200 youth were taken to analyze the youth’s requirements of VAS products.

• 40 retailers were taken to analyze Retailers Effectiveness Index (REI) of Airtel in South Delhi.

Method of collection: -
Field procedure for gathering primary data included observation and interview schedule in which the
questionnaires were filed by the interviewer. A personal interview through self Administered survey
was done to collect the Data, market research was undertaken, and that was accomplished by
performing various activities designed.
Research instrument:
Questionnaire
The questionnaire was formulated by keep in mind the following points: -
• Giving the respondents clear comprehension of the question. Inducing the respondents to co-
operate.
• Giving instructions as to what is needed.
• Identifying the needs to be known.
What is VAS (Value Added Services)

In mobile telecommunication industry, VAS is defined as services that are:

• Not part of the basic voice offer.

• Allow the mobile operators to develop another stream of revenue.

VAS BUSSINESS MODEL

About Airtel Talkies

Airtel Talkies brings movie buffs original movie content, dialogues on storyline and song clips of the
movie. The format of cinema on Airtel Talkies comprises of a 15-minute narrative where songs and
dialogues are connected together by a ‘Sutradhar’ to provide a crisp yet complete experience of the
movie.

• Airtel Talkies offers both upcoming new releases and all-time classic movies in languages -
Hindi, Tamil, Telugu, Kannada, Malayalam, Bangla, Tamil, Telgu, and Oriya.

• In Airtel Talkies users can also select movies of their favourite Star like Amitabh Bachchan,
Amir Khan, Shah Rukh Khan, Salman Khan etc.

• In Airtel Talkies customer can also hear Film Preview & Anchuhe Phelu of the movie .

For subscription: Dial 51010 (toll free)

Charges: Rs. 30 per month for 4 movies
Rs. 10 per month for 1 movie
 SURVEY REPORT ON EXISTING CUSTOMER
SURVEY QUESTIONS
Users who are not interested in
listening to movie.
Haven’t heard any movie till
now
Satisfied with Airtel talkies
functionalities
Dissatisfied with the price
Want to hear full movie with full Didn't understand the summary
song
Did not find his choice of
movies
User don’t know that he has
subscribed Airtel talkies but
want to try
REASON
1. Lack of time
2. Not interested in listening to
movies on phone
3. Subscribed unknowingly
4. Interested to listen to music
rather than a movie.
1.Not interested to hear
2.subscribed unknowingly
Understandable
Want to unsubscribe due to high
price
of movie on phone.
䦋
Report On Existing Customer
 SURVEY ON CHURN CUSTOMER

SURVEY QUESTIONS REASON

High Price 1. Users are student.

2. Users are from poor

background.

Movies are not understandable 1.Voice is not clear

2.Customer didn’t enjoy movie

on phone

Users not interested in Airtel 1.Subscribed unknowingly

talkies
2. Lack of time

3. User didn’t enjoyed movie.

Menu of movies are not good & 䦋

famous full song should be there
Report On Churn Customer
FINDINGS OF PRODUCTS
The customers high expectations on emerging services such as full & nice collection of movie with
good sound quality, reveals that mobile operators still have to develop a viable business model for
these services.

Findings from these customer value measurements reveal that:

 All of the customer value dimensions are important for customized mobile users

 Customers can appreciate and are aware of the benefits and costs in using a mobile service.

It means, the mobile operators must realize that the services that they create will only be accepted if
they are delivering enhanced customer value in exchange for their perceived costs.
RECOMMENDATION

1) By taking feedback from the customer I came to the conclusion that Airtel talkies is not a product
for

A) Middle class family or above middle class

B) Who is having facility to watch movie in PVR

C) Who can buy CD in a very chip price.

In general, it is subscribed by those who can’t afford TV or can’t go to the PVR. For them 30/- is very
high

2) Airtel talkies is a pre-edited fifteen minute capsule of a film.

In which user can find old as well as new movie. If user is hearing any old movie it means that he
wants to again enjoy the movie. But 15 min pre-edited movie is not solving this purpose of customer

3) It will be convenient for the user if they can opt either 15 min story or full movie.

4) It will be beneficial if airtel talkies have 15min pre-edited movie of new releases. It will attract
young generation.

5) It can be promoted by calling to the customer which is from rural or from small town.

Airtel Friends Chat

Airtel friends chat is place where people can find new friends of your city. It’s a social networking site
to find friends from different social networks in online community & make friends online in chat
rooms.

RECOMENDATION
It will be commodious for the user if following facility will be provided by the airtel friends chat

• User can change their id

• User should get option that whether he/she want to talk with another user or not. (by taking
permission via message then he/she can call or send message to another user)

• User should get the option that whether he\she want to chat with SMS or via call to other user.
Ascertaining Retailer Effectiveness Index (REI) Of Various Telecom Operators
in South Delhi

Parameters on which REI is ascertained:

1. Noticeability- On the basis of number and placement of different elements like posters, shelf strips etc.
2. Recommendation of the Retailer
3. Stock Options
NOTECIBILITY OF AIRTEL IN VARIOUS REGIONS OF SOUTH DELHI

Munirika Yusuf Sarai

Gautam Nagar Hauz Khaz

 Katwariya Sarai

Interpretation: Vodafone is good on Noticeability. Whether it is Posters, Shelf Strip or

Danglers, it has got the highest number. Airtel is standing very far behind.

Recommendation Of Bharti Airtel in various regions of South Delhi

Munirika Yusuf Sarai

Gautam Nagar Haux Khaz

 Katwariya Sarai

Interpretation: Maximum no. of retailers recommending Vodafone then Airtel after that
Aircel, Idea comes.
WHY NOTECIBILITY & RECOMMENDATION IS MORE OF VODAFONE??

 Schemes of Vodafone is good than airtel.

 Vodafone providing better schemes to retailers also.
 Form rejection problem.
 Easy activation.
 Better schemes are providing to the retailers.
 Non availability of coupons

WHY SOME RETAILRS RECOMMENDING AIRTEL IN SOUTH DELHI??

 Network is good
 Verification is for safety.
 All the users of Airtel were either Highly Satisfied of Satisfied with Airtel’s services.

 For other players, few users of Vodafone, Idea and tata were dissatisfied with their respective
service providers because of their poor customer service.
SWOT ANALYSIS

STRENGTH
 The only operator in India other than VSNL having international submarine cables.
 No security deposits
 Easy recharge available
 No bill shocks
WEAKNESS
 Untapped rural market.
Lack of awareness

OPPERTUNITIES

 Latest technology and low cost.

THREAT
 Competition from other cellular
Conclusion

 VAS is changing the role of most players across the telecom value chain, while also providing
room for many new entrants, and requiring reconsideration of business model and partnership.

 Airtel and Vodafone are the most preferred Brands among youth.
 Although Airtel has slightly higher number of users than Vodafone but still people perceive
Vodafone as a Brand that provides “Value for Money” because of its flexible recharge options.
 There is still a mindset of people that Airtel is somewhat expensive because of its limited
schemes in SMS packs and talk time recharge coupons as compared to other players, especially
Vodafone.

In general, findings from market survey showed that customers perceive both “get” and “give” value
dimensions. Specifically, for the customers, the most important “get” value is functionality value.
Learning from Summer Internship:

Communication Skill: Active Listening, writing, speaking and effective mailing is the main learning.

Time Management: Learnt about benefits of being punctual in time, how to priorities the work
according to need and time and how effective scheduling reduces workload

Leadership skills: Learnt that through patience and hard work only one can be good leader. Only
good leader make right decision at right time.

Stress Management: Stress management teaches to work in pressure and to control anger.

Decision Making Ability: Learnt that decisions are taken keeping in mind some standard specific
norms. Example: Pareto Analysis (Choosing what to Change), Grid Analysis (keeping in mind various
factors)

Problem Solving Techniques: Flowchart (to understand process).

Project Management: having sound knowledge of all above skills helps in project management.

To tackle with the issues (like no one having the enough time to guide anyone, unclear goals, lack of
resources) proactively and creatively.

To set a smart goal. SMART abbreviated as

S- Specific

M- measurable-

A- Action oriented

R- Realistic

T- Time bound

Learning about softer skills like attitude and teamwork.

To keep the industry mentor as well as college mentor posted about the activities done and to get
updated with them.
Annexure A

About Bharti Airtel

Bharti Airtel Limited formerly known as Bharti Tele-Ventures LTD (BTVL) is an Indian company
offering telecommunication services in 18 countries. It the largest cellular service provider in India,
with more than 135 million subscriptions as of May 2010. Bharti Airtel is the world's third largest,
single-country mobile operator and fifth largest telecom operator in the world in terms of subscriber
base. It also offers fixed line services and broadband services. It offers its telecom services under the
Airtel brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and
broadband Internet access (DSL) in over 89 cities in India. It also acts as a carrier for national and
international long distance communication services. The company has a submarine cable landing
station at Chennai, which connects the submarine cable connecting Chennai and Singapore.

It is known for being the first mobile phone company in the world to outsource everything except
marketing and sales. Its network (base stations, microwave links, etc) is maintained by Ericsson and
Nokia Siemens Network, business support by IBM and transmission towers by another company.
Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their
equipment rather than being paid up front. This enables the company to provide pan-India phone call
rates of Rs. 1/minute (U$0.02/minute).

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and
Digital TV. The mobile business offers services in 18 countries across the Indian Subcontinent and
Africa. The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.
The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business
provides end-to-end telecom solutions to corporate customers and national and international long
distance services to telcos.
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a
diverse business portfolio and has created globalbrands in the telecommunication sector. Bharti Airtel
is the leading cellular service provider, with an all India footprint covering all 23 telecom circles of the
country with over 35 million customers. Bharti Airtel has a reliable,high-capacity, integrated (both
wireless and wire line) and convergent(voice, data and video) digital network.Today we touch peoples
lives with our Mobile services, Broadband services,to connecting India's leading 1000+ corporates.
We also connect Indians living in USA with our callhome service.

Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China
Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services market,
followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar. In January 2010,
company announced that Manoj Kohli, Joint Managing Director and current Chief Executive Officer
of Indian and South Asian operations, will become the Chief Executive Officer of the International
Business Group from 1 April 2010. He will be overseeing Bharti's overseas business. Current Dy.
CEO, Sanjay Kapoor, will replace Manoj Kohli.

Type Public (BSE: 532454 )

Industry Telecommunications
Founded 7 July 1995
Founder(s) Sunil Bharti Mittal

Headquarters New Delhi ,India

Area served World Wide
Key people Sunil Mittal
(Chairman) & (MD)
Sanjay Kapoor
(CEO)
Products Wireless
Telephone
Internet
Satellite television
Revenue ▲ US$ 7.254 billion (2009)

Operating income ▲ US$ 2.043 billion(2009)

Net income ▲ US$ 1.662 billion (2009)

Total assets ▲ US$ 11.853 billion (2009)

Business Divisions

1. Mobile Services

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest
mobile service provider in the country, based on the number of customers.

2. Airtel Telemedia Services

The group offers high speed broadband internet with a best in class network. With Landline services in
94 cities we help you stay in touch with your friends & family and the world. Get world class
entertainment with India’s best direct to home (DTH) service digital TV in more than 150 cities

3. Enterprise services

Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier customers.
This division comprises of the Carrier and Corporate business unit. Enterprise Services is regarded as
the trusted communications partner to India's leading organizations, helping them to meet the
challenges of growth

4. Digital TV Services
Discover the magical experience of digital entertainment with Airtel. From DVD quality picture and
sound, the best and widest variety of channels and programmes to the best on-demand content on
Airtel Live, your TV viewing experience change forever with digital TV from Airtel!

Vision & promise

By 2010 Airtel will be the most admired brand in India:

• Loved by more customers

• Targeted by top talent
• Benchmarked by more businesses
“We at Airtel always think in fresh and innovative ways about the needs of our customers and how we
want them to feel. We deliver what we promise and go out of our way to delight the customer with a
little bit more”

Bharti’s Mission

To be globally admired for telecom services that delight customers.

We will meet global standards for telecom services that delight customers through:

• Customer Service Focus

• Empowered Employees
• Cost Efficiency
• Unified Messaging Solutions
• Innovative products and services
• Error- free service delivery
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the
rest. It is a specially drawn word mark.

The Airtel Image style

It incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership
position. The red dot on the letterform 'I' cues Airtel's focus on innovation.
The words 'Express Yourself' are very much part of the brand identity.

Airtel Brand

Airtel was born free, a force unleashed into the market with a relentless and unwavering determination
to succeed. A spirit charged with energy, creativity and a team driven “to seize the day” with an
ambition to become the most globally admired telecom service. Airtel, in just ten years of operations
rose to the principle to achievement and continues to lead as India leading Telecommunication
Company Airtel brand has played the role as a major catalyst in India's reforms.
Today we touch peoples lives with our Mobile services, Telemedia services, to connecting India's
leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home
service.

Bharti Airtel is:

 1. 3rd largest in-country mobile operator in the world
2. 6th largest in-country integrated telecom operator in the world
3. Ranked number 5 in the best performing technology companies in the world by Business Week
India’s most innovative company by Wall Street Journal
4. Winner of Gallup Great workplace for being one of the best places to work worldwide
5. Ranked 188 in the FT 500 world’s largest companies 2009 ranked by Financial Times

FACT SHEET

Name Bharti Airtel Limited.

Business Provides mobile services in all the 22 telecom circles in India,
Description Srilanka and Bangladesh. Was the first private operator to have
an all India presence.
Provides telemedia services (fixed line and broadband services
through DSL) in 89 cities in India.
Also offers DTH and IPTV services.
Established July 07, 1995, as a Public Limited Company
Proportionate Rs. 396,150 million (year ended March 31, 2010-Audited)
Revenue Rs. 369,615 million (year ended March 31, 2009-Audited)
As per US GAAP Accounts
Proportionate Rs. 160,268 million (year ended March 31, 2010 - Audited)
EBITDA Rs. 151,678 million (year ended March 31, 2009 - Audited)
As per US GAAP Accounts
Shares in Issue 3,797,530,096 as at Mar 31, 2010
Listings The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India Limited (NSE)
Market
Capitalisation
Customer Base 130,616,487 GSM mobile and 3,092,009 Telemedia
Customers (status as on Apr 30, 2010)
Operational Provides GSM mobile services in all the 22 telecom circles in
Network India, Srilanka and Bangladesh. Was the first private operator
 to have an all India presence.

Provides telemedia services (fixed line) in 89 cities in India.

Registered Office Bharti Airtel Limited
(A Bharti Enterprise)
Bharti Crescent, 1 Nelson Mandela Road, Vasant Kunj Phase
II
New Delhi - 110 070

Tel. No.: +91 11 4666 6100

Fax No.: +91 11 4666 6411

Organizational Structure of Bharti Airtel

BIBLIOGRAPHY

BOOKS
  Marketing Management by Philip Kotler 9th Edition

 Research Methods for management by Dr. S. Shajahan 2nd Edition

 Principal & Practice of Management by L.M. Prasad, 4th Edition.

REFRENCES

 AIRTEL’s reports

 Books & magazine on mobile communication

WEBSITES & SEARCH ENGINE

 www.airtelworld.com

 www.bhartiteleventures.com

 www.researchandmarket.com

 www.info-shop.com

 www.smartmobs.com

 www.yahoosearch.com