GENERAL OVERVIEW OF MOBILE SERVICE PROVIDERS IN INDIA

WITH SPECIAL EMPHASIS ON BHARTI AIRTEL LIMITED

STUDY ONE:
GENERAL OVERVIEW OF MOBILE SERVICE PROVIDERS IN INDIA

INDIA FACTS
Second

most populous country in the world after China

Labor

force: 532.5 million.

Divisions: 28 states and 7 union

Administrative

territories
Age

structure: 0-14 years: 31.1%

15-64 years: 63.6% 65 years and over: 5.3%

ECONOMIC OVERVIEW
Growing India

9.2% in 2007 and 9.6% in 2006

has to compete hard in energy market place with china Indian stock market fell more than 40% in six months from its January 2008 high has ear-marked 23.8 trillion rupees , for infrastructure upgrades during the 11th five year plan

The

Government

KEY FACTS AND TELECOM DATA

Real

interest rates will remain negative , but should become positive in 2010-13 economy should regain momentum, with real GDP growth averaging 7.6% per year between 2010/11 and 2013/14 subscribers: 391 million

The

Mobile

Annual net adds (mobile): 113.26 million cellular penetration: 500 million
by2010(40%)

Projected

INDIAN TELECOMMUNICATION INDUSTRY

Blended Average of ARPU: $5.51. Prepaid connection comprise 85% of total subscriber base (expected to increase to 90%); and over 95% of new additions.

CONTINUED.
Indias

current wireless operators fit into four main categories:

State-owned operators: BSNL and MTNL

The original private service providers with a national presence: Bharati Airtel and Vodafone Essar
Those who took fourth-round licenses: Reliance
Communications, Tata Teleservices, IDEA Cellular, and Aircel Ltd

Greenfield operators: Datacom Solutions, Loop Telecom,

Bycell Telecommunications, and Unitech.

TELECOMMUNICATION MARKET FORECAST

New technologies Implementation will stimulate demand (3G) Shorter Rollout time, key necessity. The Entry of New players and Expansion of Existing operators.

INFRASTRUCTURE FUTURE TRENDS KEY PLAYERS

RELIANCE COMMUNICATIONS

VODAFONEESSAR

Founded: 2004. Headquarters: Mumbai. 66.77 per cent of the company owned by Anil Dhirubhai Ambani. Revenue: $4 billion. Employees: 33,000. Technology: CDMA-One, GSM. Subscribers: 74 million. Licensed in all India circles.

Founded in 1994 as Hutchison Essar. Headquarters: Mumbai. Owned by Vodafone 52%, Essar Group, 33% and other Indian nationals, 15%. Technology: GSM, Edge. Subscribers: 69 million. Licensed in all India circles.

CONTINUED

IDEA-CELLULAR

TATA-TELESERVICES

Founded in 1995. Headquarters: Indore, Delhi, Pune. Owned by Currently, Birla Group holds 49.1%. Technology: GSM, GPRS, Edge. Subscribers: 44 million. Licensed in 19 circles.

Founded in 2000. Tata Group and group firms own about 80 percent of the company, while investor C. Sivasankaran holds 8 percent Headquarters: Mumbai

CONTINUED
AIRTEL

BSNL

Founded in 1985. Globally, Bharti , Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. Revenue $6 billion. Headquarters: New-Delhi. Airtel is fully owned by Bharti group. Subscribers: 97 million. Technology: GSM, Edge. Licensed in all 23 service areas circles.

Founded in 2000. BSNL is India's oldest and largest Communication Service Provider. Headquarters: New-Delhi. Owned by the government of India. Subscribers: 47 million. Technology: GSM, GPRS, Edge, HSDPA. Licensed in all circles except Delhi and Mumbai

STUDY TWO: MARKETING STRATEGY

ANALYSIS OF BHARTI AIRTEL LIMITED.

OBJECTIVES OF THE STUDY

Analyze the sales progress of Airtel To Analyze the Marketing Strategy of Airtel To find out new opportunities for Airtel

SALES ANALYSIS

SWOT ANALYSIS
STRENGTHS

Bharti Airtel has more than 65 million customers (July 2008). Business has access to knowledge and technology from other parts of the telecommunications world. Company has covered the entire Indian nation with its network.

WEAKNESS

The start-up business had to outsource to industry experts in the field. Until recently Airtel did not own its own towers. Airtel has not pulled off a deal with South Africa's MTN could signal the lack of any real emerging market investment opportunity.

CONTINUED.
OPPORTUNITIES

The tie-up with Google can only enhance the Airtel brand, and also provides advertising opportunities in Indian for Google. Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. The company is investing in its operation in 120,000 to 160,000 small villages every year.

THREATS

Airtel and Vodafone seem to be having an on/off relationship .

The quickly changing pace of the global telecommunications industry could tempt Airtel to go along the acquisition trail which may make it vulnerable if the world goes into recession.
Bharti Airtel could also be the target for the takeover vision of other global telecommunications players.

ANALYSIS CONTINUED
BCG MATRIX

ANALYSIS CONTINUED
ANSOFF MATRIX

CONTINUED..
MARKET SHARE

Airtel has the highest market share among all the market players

PRODUCT QUALITY

August 7, 2008: Bharti Airtel adjudged the 'Best Cellular Service Provider' and 'Best Broadband Service Provider' at the 2008 V&D 100 Awards. May 26, 2008: Airtel was honoured with the prestigious 'Wireless Service Provider of the Year' award at the 2008 Frost & Sullivan Asia Pacific ICT Awards.

CONTINUED
PRODUCT LIFE CYCLE

The overall tele-density has increased to 31.5% in October 2008.Market has huge potential for penetration.

CUSTOMER LOYALITY

June 11, 2008: Airtel voted the 2nd Most Trusted

Service Brand in the Annual Economic TimesBrand Equity; Most Trusted Brands survey RCOM is slightly better in application of funds.

Airtel wins the Platinum Trusted Brand Award in the Mobile Service provider category in the Reader's Digest Asia Trusted Brands Survey.

RECOMMENDATIONS
Maximize its future flexibility and growth potential by adopting a business-driven framework Focus on developing new services Improved cross-selling and targeting Optimization of business processes and infrastructure Outsourcing of technology Flexible pricing model Better network

STUDY THREE: CUSTOMER SATISFACTION ON MOBILE POSTPAID CONNECTION AT BHARTI AIRTEL LIMITED (DELHI-NCR REGION).

TEN BASIC RULES FOR CUSTOMER SATISFACTION

Involve top management. Know the customers. Let the customers define what attributes are important. Know the customers requirements, expectations, and wants. Know the relative importance of customer decision criteria.

CONTD
Gather and trust data. Benchmark the data against competitors, and identify competitive strengths and weaknesses. Develop cross-functional action plans that enhance strengths and correct weaknesses. Measure performance continually and spread the data throughout the organization. Be committed to getting better and better and better.

OBJECTIVES OF THE STUDY

Creating an awareness to Airtel postpaid customers about the facilities in postpaid connections. Analyzing the problem faced by postpaid customers. Collecting the data bases of different age group of customers interested in different types of toppings offer. Motivating the customers to take postpaid connections.

CONTD
Analyzing which postpaid plan is more used by customers. Analyzing which type of topping is more used by customers. Analyzing the satisfaction level of customer towards postpaid connection.

LIMITATIONS

Method of data collection was through personal interview and therefore bias becomes a major limitation. Due to the time constraints all the customers were not covered. The sample was restricted to 200 customers, which may restrict the scope and completion of study. The scope of study is restricted only to the Delhi-NCR Region only. Owing to their pre occupation some customers were unable to answer the complete questionnaire.

RESEARCH METHODOLOGY
MARKETING RESEARCH
Objectivity in research is all- important IT IS USED FOR: Planning of future marketing activity. Control of marketing operations in the present. Evaluation of marketing results THREE TYPES OF RESEARCH: Basic research Applied research Designated fact gathering

STEPS IN MARKETING RESEARCH

Define the problem and research objectives, Develop the research plan, collect the information, analysis and interpretations,and present the findings

DATA ANALYSIS AND INTERPRETTION

MODE OF PAYMENT
120 100 80 60 40 20 0

CUSTOMER'S PROBLEM TOWARDS POSTPAID CONNECTION

140 120 100 80 60 40 20 0

Cash

Credit card

Cheque

Internet Banking

Bill Payment Never Get bill on time

Wrongly Never Get bill Charged

NO OF CUSTOMERS

NO OF CUSTOMERS

CONTINUED
OVERALL SATISFACTION
Average 15% Unsatisfied 3% Excellent 27%

Less than 6 Months 6 months to 1 6% year 13%

More than 2 years 44%

Good 55%

1 to 2 years 37%

CONSISTENSY LEVEL OF CUSTOMERS

CONTINUED

Tag Line Preference

Tata 19%

Airtel 31%

Airtel BSNL Idea Reliance Tata

Reliance 13% Idea 25% BSNL 12%

FINDINGS

Customers are satisfied with various plans. It was observed that most of the customers expressed their unhappiness over billing services. Either they were wrongly charged or they never received bills on time. Senior citizens are very particular about rentals. Through the survey, we came to know that most of the customers are satisfied with our plans and toppings. Through the survey we observed that most of the customers are using STD pack. We observed that most of the customers are using Celebration-298 plan. We observed that most of the customers like Airtel advertisement and punch-line.

RECOMMENDATIONS To ensure better customer satisfaction & maintain higher level of Customer relationship management, the billing department has to be more effective & efficient. To retain existing customers means offering the best scheme. This would automatically attract new customers. Airtel need not spend more than its existing investments on advertisement to attract new customers. Airtel should continue to offer the best toppings to stay at the top. There should be no compromise in quality and the network facility.