SUMMER TRAINING PROJECT REPORT

ON

“SALES & MARKETING PERFORMANCE & TO EVOLVE A STRATEGY FOR

INCREASING MARKET SHARE”

In the partial fulfillment of the requirements for the award Of

Masters of Business Administration

Project guide : Submitted by:

Prof. Ravikant Jaiswal Sandeep Singh

Enrl. no. : 1817970024

Batch : 2018-2020

Submitted To:
Jeevandeep Institute Of Management & Technology, Varanasi
(Affiliated to Dr A.P.J Abdul Kalam Technical University - Lucknow)
 DECLARATION

I hereby declare that this Project Report titled “SALES & MARKETING PERFORMANCE

& TO EVOLVE A STRATEGY FOR INCREASING MARKET SHARE” submitted by me to,

Jeevandeep Institute Of Management & Technology, Varanasi is a bonafide work

undertaken during the period from 10thJune 2019 to 10 Aug 2019 by me and has not been

submitted to any other University or Institution for the award of any degree diploma /

certificate or published any time before.

(Signature of the Student) Date: / / 2019

Name: Sandeep Singh

Enroll. No.: 1817970024

 ACKNOWLEDGEMENT

I would like to take an opportunity to thank all the people who helped me in collecting

necessary information and making of the report. I am grateful to all of them for their time,

energy and wisdom.

First of all, I would like to send my sincere thanks to Mr. Ravikant Jaiswal for his helpful

hand in the completion of my project. Getting a project ready requires the work and effort

of many people. I would like all those who have contributed in completing this project.

Sandeep Singh

MBA (3 rd. SEM)

 PREFACE

As a part of the Master of Business Administration curriculum and in order to gain

practical knowledge in the field of Marketing, we are required to make a report on SALES

& MARKETING PERFORMANCE & TO EVOLVE A STRATEGY FOR INCREASING MARKET

SHARE the basic objective behind doing this project report is to get knowledge of different

tools of marketing.

In this project I have included various concepts, effects and implications regarding

distribution management and surveying.

Doing this project report helped me to enhance my knowledge regarding the work into

the attitude of surveying I undergo many experiences related with my topic concepts.

Through this project I came to know about importance of team work and role of devotion

towards the work.

 Table of Contents

S.NO. CHAPTERS PAGE. NO.

1. Preface

1 COMPANY PROFILE

1.1 Background

1.2 History

1.3 Founder

1.4 Vision

1.5 Mission

1.6 Competitors

1.7 Organizational structure

1.8 Products

1.9 Milestones and Achievements

1.10 Address

2 Objective of the Study

3 Scope and Rationale of the study

4 RESEARCH METHODOLOGY

4.1 Introduction to the Topic

4.2 Title Of The Study

4.3 Introduction Of The Research Design

4.4 Sampling Design

4.5 Tools

4.6 Sample Size / Units

4.7 Hypothesis
4.8 Data collection methods 45

5 DATA ANALYSIS AND INTERPRETATIONS 67-85

6 RESULT AND FINDINGS 86

7 CONCLUSIONS 86

8 LIMITATIONS OF THE STUDY 87

9 SUGGESTIONS AND RECOMMENDATIONS 88

10 BIBLIOGRAPHY AND REFERENCES 89

ANNEXURE 90-96

1. Questionnaire
 Background
About the Industry

India has a fast-growing mobile services market with excellent potential for the future. With

almost five million subscribers amassed in less than two years of operation, India's growth

tempo has far exceeded that of numerous other markets, such as China and Thailand, which

have taken more than five years to reach the figures India currently holds. The number of

mobile phone subscribers in the country would exceed 90 million by 2010 and cross 900

million by 2015, according to Cellular Operators Association of India (COAI).

According to recent strategic research by Frost & Sullivan, Indian Cellular Services Market,

such growth rates can be greatly attributed to the drastically falling price of mobile

handsets, with price playing a fundamental role in Indian subscriber requirements.

Subscribers in certain regions can acquire the handset at almost no cost, thanks to the mass-

market stage these technologies have reached internationally. The Indian consumer can buy

a handset for $150 or less. This should lead to increased subscribership. This market is

growing at an extremely fast pace and so is the competition between the mobile service

providers.

With the presence of a number of mobile telephony services providers including market

leaders like Airtel, Reliance, Idea Cellular, Tata Indicom, Spice Communications etc. who are

providing either of the two network technologies such as Global System for Mobile

Communications (GSM) and Code Division Multiple Access (CDMA). In cellular service there

are two main competing network technologies: Global System for Mobile Communications

(GSM) and Code Division Multiple Access (CDMA). Understanding the difference between
GSM and CDMA will allow the user to choose the preferable network technology for his

needs.

Global System for Mobile Communication (GSM) is a new digital technology developed by

the European community to create a common mobile standard around the world. It helps

you achieve higher sell capacity and better speech quality and one can enjoy crystal clear

reception on ones mobile phone. It automatically solves the problem of eavesdropping on

ones calls.

Before analyzing the telecom licensing framework in India, it is imperative that one must

examine what is a license. License issued by the government is an authority, given to a

person upon certain conditions to do something which would have been illegal or wrongful

otherwise.

For example, a driver‘s license issued by the government, gives the authority to a person to

drive a motor vehicle. There are three main types of license fee which the government

charges: (I) initial license fee, which generally is non-refundable,

(ii) annual license fee, and

(iii) additional fee for allocation of spectrum.

Licensing framework has been an integral part of India‘s telecommunication law. Under the

Indian Telegraph Act, 1885, section 4 gives power to the government to grant license to any

person to establish, maintain or use a telegraph.

Code Division Multiple Access (CDMA) describes a communication channel access principle
that employs spread spectrum technology and a special coding scheme (where each

transmitter is assigned a code). It is a spread spectrum signaling, since the modulated coded

signal has a much higher bandwidth than the data being communicated. CDMA is the

current name for mobile technology and is characterized by high capacity and small cell

radius. It has been used in many communication and navigation systems, including the

Global Positioning System and the omnitracs satellite system for transportation logistics.

Indian mobile telephony market is increasing day by day and there is more to happen with

technological up gradations occurring nearly every day and the ever-increasing demand for

easier and faster connectivity, the mobile telephony market is expected to race ahead.

National Telecom Policy 1994 (NTP-94)

The National Telecom Policy was announced in 1994 which aimed at improving India's

competitiveness in the global market and provide a base for a rapid growth in exports. This

policy eventually facilitated the emergence of Internet services in India on the back of

established basic telephony communication network. This policy also paved way for the

entry of the private sector in telephone services.

The main objectives of the policy were:

To ensure telecommunication is within the reach of all, that is, to ensure availability of

telephone on demand as early as possible

To achieve universal service covering all villages, that is, enable all people to access

certain basic telecom services at affordable and reasonable prices

To ensure world-class telecom services. Remove consumer complaints, resolve

disputes and encourage public interface and provide a wide permissible range of

services to meet the demand at reasonable prices

To ensure that India emerges as a major manufacturing base and major exporter of

telecom equipment

To protect the defence and security interests of the nation.

The policy also announced a series of specific targets to be achieved by 1997 and further

recognized that to achieve these targets the private sector association and investment

would be required to bridge the resource gap.

Thus, to meet the telecom needs of the nation and to achieve international comparable

standards, the sector for manufacture of telecom equipment had been progressively

relicensed and the subsector for value-added services was opened up to private investment

(July 1992) for electronic mail, voice mail, data services, audio text services, video text

services, video conferencing, radio paging and cellular mobile telephone. The private sector

participation in the sector was carried out in a phased manner. Initially the private sector

was allowed in the value added services, and thereafter, it was allowed in the fixed

telephone services. Subsequently, VSAT services were liberalized for private sector

participation to provide data services to closed user groups.

Establishment of TRAI

The entry of private players necessitated independent regulation in the sector; therefore,

the TRAI was established in 1997 to regulate telecom services, for fixation/revision of tariffs,

and also to fulfil the commitments made when India joined the World Trade Organization
(WTO) in 1995. The establishment of TRAI was a positive step as it separated the regulatory

function from policy-making and operation, which continued to be under the purview of the

DoT2.

The functions allotted to the TRAI included:

a. To recommend the need and timing for introduction of new service provider

b. To protect the interest of customers of telecom services

c. To settle disputes between service providers

d. To recommend the terms and conditions of license to a service provider

e. To render advice to the Central government on matters relating to the development of

telecommunication technology and any other matter applicable to the telecommunication

industry in general.

New Telecom Policy 1999 (NTP-99)

In recognition of the fact that the entry of the private sector, which was envisaged during

NTP-94, was not satisfactory and in response to the concerns of the private operators and

investors about the viability of their business due to non realization of targeted revenues

the government decided to come up with a new telecom policy. Moreover, convergence of

both markets and technologies required realignment of the industry. To achieve India‘s

vision of becoming an IT superpower along with developing a world class telecom

infrastructure in the country, there was a need to develop a new telecom policy framework.

Accordingly, the NTP 1999 was framed with the following objectives and targets:
 Availability of affordable and effective communication for citizens was at the core of the

vision and goal of the new telecom policy

Provide a balance between provision of universal service to all uncovered areas, including

rural areas, and the provision of high-level services capable of meeting the needs of the

economy

Encourage development of telecommunication facilities in remote, hilly and tribal areas

of the nation

To facilitate India‘s journey to becoming an IT superpower by creating a modern and

efficient telecommunication infrastructure taking into account the convergence of IT,

media, telecom and consumer electronics

Convert PCOs, wherever justified, into public telephone information centers having

multimedia capability such as ISDN services, remote database access, government and

community information systems etc.

To bring about a competitive environment in both urban and rural areas by providing

equal opportunities and level playing field for all players

Providing a thrust to build world-class manufacturing capabilities and also strengthen

research and development efforts in the country

Achieve efficiency and transparency in spectrum management

Protect the defense and security interests of the country

Enable Indian telecom companies to become global players.

In line with the above objectives, some of the specific targets of the NTP 1999 were:
 Make available, telephone on demand by 2012 and achieve a tele density of 7% by 2015

and 15% by 2017

Encourage development of telecom in rural areas by developing a suitable tariff structure

so that it becomes more affordable and by also making rural communication mandatory

for all fixed service players and thus to Achieve a rural tele density of 6% by 2016 and

provide reliable transmission media in all rural areas.

Players in the market

BSNL is the market leader with a 67.7 per cent share followed by MTNL with 11.5 per

cent market share. Next is Bharti Airtel at 10.9% followed by Tata and Reliance at 5%

and 4.1% respectively.

BSNL as a company is growing and showed annual revenues of approximately $4.5

billion as of 2016. BSNL is serving more than 125 million customers across the country

and is catalyst in checking the price point for telecom services.

Also, with the government intensifying its rural focus, only BSNL can turn into reality the

next wave of rural telecom penetration.

BSNL is a 100% Central Government entity and employees with BSNL are entitled to get

salaries and perks as decided by Government of India and not by BSNL

However both, MTNL and BSNL are plagued by declining revenues coupled with high

costs. BSNL has massive infrastructure, manpower, systems, and 80 per cent of landlines
and 90 per cent of broadband connections in India are operated by it.

―Vodafone is investing nearly US$ 3 billion over the next two years in India in expanding

its network infrastructure and distribution channel in the country,‖ as per Vittorio Colao,

CEO, Vodafone Plc.

BlackBerry plans to set up enterprise solutions centres to educate corporate customers

about various BlackBerry Enterprise Service (BES) 10 solutions. "India is one of the

fastest growing markets in terms of smartphone and mobile data adoption,‖ said according

to Sunil Lalvani, Managing Director (MD), BlackBerry India.

Tata Teleservices plans to set up nearly 4,000 wi-fi hotspots in nine cities across the

country in the next two years.

Booming sectors

The tide has turned for the telecom sector in India, as growth and profitability has

accelerated in recent times. Tower companies are reaping benefits of a turnaround in the

sector as operators have started investing in networks to boost data penetration.

However it is in the country‘s booming mobile segment in which the major battles are

being fought. Three major private players – Bharti, Reliance and Vodafone - with a

formidable 54% share of the market between them, lead a large field of mobile operators.

State-owned enterprises –BSNL and MTNL – have also been making their presence felt

with a combined market share of 12%.

A look ahead

According to Craig Wigginton, vice chairman and U.S. Telecommunications leader,

Deloitte & Touche LLP, the big challenge for the telecom industry in 2016 – which also

presents a major growth opportunity for the sector – is that consumers are getting addicted

to connectivity and speed.

The ongoing expansion of the mobile ecosystem, coupled with demand for highbandwidth

applications and services such as video and gaming, is keeping pressure on the

industry to increase the availability and quality of broadband connectivity.

What does this mean for players in the sector? Carriers will continue to pursue

technological advancements to handle demand, including offloading some mobile

bandwidth needs to Wi-Fi, which is proving an effective complement to mobile networks.

At the same time, long-term spectrum availability, spectrum efficiency, small cells and

continued backhaul improvements are likely to be a key focus to assure continued mobile

broadband momentum.
 Company profile

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The businesses at

Bharti Airtel have been structured into three individual strategic business units (SBU‘s)

1. Mobile services

2. Broadband and telephone services (B&T)

3. Enterprise services

The Mobile services group provides GSM mobile services across India in 23 telecom circles,

while B&T business group provides broadband & telephone services in 94 cities. The

Enterprise Services group has two sub-units – carriers (long distance services) and services

top corporates. All these services are provided under the Airtel brand

Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private

integrated

telecom conglomerate, Bharti Enterprises. A consortium of giants in the telecommunication

business.

In its six years of pursuit of greater customer satisfaction, Airtel has redefined the business

through marketing innovations, continuous technological up gradation of the network,

introduction of new generation value added services and the highest standard of customer

care.

Bharti is the leading cellular service provider, with an all India footprint covering all 23

telecom

circles of the country. It has over 25 million satisfied customers.

Bharti Airtel limited is a telecom MNC headquartered in New Delhi India, with a presence in

countries across the world its the 4th largest telecom company in the world in terms of

subscribers base which was over 275 million as on July 2013. Airtel is also the largest

telecom company in India and the second largest in country mobile operator by subscriber

base after china mobile.

Sunil Bharti Mittal is the head of Airtel. Airtel is the largest provider of mobile telephony and

second in terms of fixed telephony and also provides broadband and DTH services. Airtel

became the first Indian company to get gold certification by CISCO.

Airtel is appreciated for forming a business strategy of outsourcing all its operations except

sales,marketing and finance ensuring low cost and high volumes. The network is outsourced

to Ericsson and Nokia Siemens whereas it is outsourced to IBM, transmission towers are

maintained by bharti infratel ltd. In India.

Cellular telephony was introduced in India during the early 1990s. At that time, there were

only two major private players, Bharti (Airtel) and Essar (Essar) and both these companies

offered only post-paid services. Initially, the cellular services market registered limited

growth. Moreover, these services were mostly restricted to the metros. Other factors such
as lack of awareness among people, lack of infrastructural facilities, low standard of living,

and government regulations were also responsible for the slow growth of cellular phone.

With the presence of a number of mobile telephony services providers including market

leaders like Airtel, Reliance, Idea Cellular, Tata Indicom, Spice Communications etc. who are

providing either of the two network technologies such as Global System for Mobile

Communications (GSM) and Code Division Multiple Access (CDMA). In cellular service there

are two main competing network technologies: Global System for Mobile Communications

(GSM) and Code Division Multiple Access (CDMA). Understanding the difference between

GSM and CDMA will allow the user to choose the preferable network technology for his

needs.

Indian mobile telephony market is increasing day by day and there is more to happen with

technological up gradations occurring nearly every day and the ever-increasing demand for

easier and faster connectivity, the mobile telephony market is expected to race ahead…

The mobile telephony services providers Airtel, Vodafone (Formerly Hutch), have been

competing aggressively for their market share with MTNL, Tata Indicom, Reliance and Idea

Cellular entering into the foray, this tussle has only become tougher. With major market

share in the hands of the likes of Reliance, Airtel, Vodafone (Formerly Hutch), Idea Cellular

the others have been finding it difficult to compete in the market.

The Telecom Regulatory Authority Of India (TRAI) has been playing an important role in

keeping a watch on these existing players and bringing new environment as well as policies

and reforms for these Mobile Telephony Service Providers and permitting them to provide

mobile telephony services including permission to carry its own long distance traffic within
their service area without seeking an additional license. TRAI’s mission is to create and

nurture conditions for the growth of telecommunications including broadcasting and cable

services in the country in a manner and at a pace which will enable India to play a leading

role in the emerging global information society. The service providers are free to provide,

in its service area of operation, all types of mobile services including voice and non-voice

messages, data services and PCO‘s. The Operators would be required to pay a one-time

entry fee. The basis for determining the entry fee and the basis for selection of additional

operators would be recommended by the TRAI. Apart from the one time entry fee,

operators would also be required to pay license fee based on a revenue share. It is proposed

that the appropriate level of entry fee and percentage of revenue share arrangement for

different service areas would be recommended by TRAI in a2

Although the cellular services market in India grew during the late 1990s (as the number of

players increased and tariffs and handset prices came down significantly) the growth was

rather marginal. This was because the cellular service providers offered only post-paid

cellular services, which were still perceived to be very costly as compared to landline

communications. Following this realization, the major cellular service providers in India,

launched pre-paid cellular services in the late 1990s. The main purpose of these services

was to target customers from all sections of society (unlike post-paid services, which were

targeted only at the premium segment).

Bharti’s Vision

By 2015 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

 STRENGTHS

· Cost advantage

· Current leaders in quality service

· Largest distribution network

· Ability to constantly innovate

· Highly skilled workforce

· Entrepreneurial zeal

· Airtel‘s increased equity and market cap.

WEAKNESSES

· To prove credibility

· Price pressures

· Need for Government support

· Awareness

· Sales and Marketing

OPPORTUNITIES

· To sustain passion and commitment

· Airtel‘s market share increasing at other service provider expense.

· Attain higher value services

· Collaborative business needs to be explored

· Vertical repeatable solutions.

· Low penetration level in rural markets.

THREATS

· Foreign investment

· Global trends moving from GPS to WLL.

· Lack of global parity in telecom tariff

· Other competition
 The Airtel Brand and its Logo

There has been no change in the brand name Airtel was born free, a force to unleash into

the market with a relentless and unwavering determination to succeed. A spirit charged

with energy creativity and team driven to seize the day with an ambition to become the

most globally admired telecom service.

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 unique symbol is an interpretation of the 'a' in Airtel. The curved shape & the gentle

highlights on the red color make it warm & inviting, almost as if it were a living object.

The logo represents a dynamic force of unparalleled energy that brings us and our

customers closer," it added.

The "unboxed" having been freed of its rigid boundaries. Airtel calls the new logo youthful,
international, inclusive and dynamic – representing the journey of the first Indian brand to

go truly global. The new identity underlines Airtel‘s willingness to embrace everything that is

new. The red color, which is an integral part of the brand, continues to represent the energy

and dynamism that has made Airtel the success it is today. The new curved addition to the

logo is a symbol which will help ensure instant recognition across diverse international

markets.

The color "Red is part of our heritage. It is the color of energy & passion that expresses the

dynamism that has made Airtel the success it is today, in India, and now on the global stage.
 BRAND AMBASSADORS USED BY AIRTEL

In order to take the advantage of the growing number of youth in our country, Airtel

introduced Sachin Tendulkar, Shahrukh khan, Saif ali khan, kareena Kapoor, Gautam

gambhir and many othersas brand ambassadors to tap the potential.

Airtel has taken the lead on many occasions. It has been the first

Launched Cellular service in Delhi on November, 1995.

Operator to revolutionize the concept of retailing with the inauguration of Airtel Connect

(exclusive showrooms) in 1995.

 To expand its network with the installation for second mobile switching center in April,

1997 and the first in Delhi to introduce the Intelligent Network Platform First to provide

Roaming to its subscribers by forming an association called World 1 Network.

First to provide roaming facility in USA. Airtel has the largest automatic roaming service

"SMART ROAM"- National in 400 cities in India and "SMART ROAM" - International in

over 60 countries and 95 networks all over the world.

It is also the first company to export its products to the USA.

Airtel Networks

Cellular Service

Airtel Completes Its 23 Circle All India Footprint Airtel now connects India from the Indus to

the Indian Ocean and from Sabarmati to the Brahmaputra on a network of more than

10,000 base stations with cumulative investments of more than Rs. 16,000 crores.

Internet infrastructure

Our Internet backbone involves state of the art high-end routers and switches as may

deployed on the best networks across the world to offer you reliable service of unmatched

quality. Three years back we had established satellite based gateway for internet access.

This was the first gateway by a private operator. Now we have established our fibre gateway

on Network i2i, first private submarine cable owned by us and SingTel.

Fixed line infrastructure

Our high quality fibre-based, fixed line networks in Delhi, Haryana, Tamil Nadu, Karnataka,

Madhya Pradesh and Chahattisgarh , intensively covers the most prominent commercial and
business districts in the country. We provide the power of last mile fixed line network to

bring end-to-end voice and data solutions.

Long distance infrastructure

Our 25,000 km advanced fibre-optic cable long distance network covers India's top 200

cities. And it powers the services of India's leading private telecom service providers -

cellular, fixed line and internet through Our Long Distance Services.

Submarine cable

We have partnered with SingTel to create the world's largest submarine cable system-

Network i2i with 8.4 Tbps capacity. This 3200 km undersea cable structure stretches from

Chennai to Singapore and thereon to Tier-1 carriers on SingTel's capacity on 175,000 km of

cables. The huge capacity on network i2i is distributed locally in India through our 25,000 km

of advanced fibre-optic domestic long distance backbone, providing unprecedented

capacity, speed, reliability.

 Organization structure

Partners

The company has a strategic alliance with SingTel. The investment made by SingTel is one of

the

largest investments made in the world outside Singapore, in the company.

The company‘s mobile network equipment partners include Ericsson and Nokia. In the case

of the broadband and telephone services and enterprise services (carriers), equipment

suppliers include

Siemens, Nortel, Corning, among others. The Company also has an information technology

alliance with IBM for its group-wide information technology requirements and with Nortel

for call center technology requirements. The call center operations for the mobile services

have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis. The company's

unique strategic outsourcing model has been studied and documented by Harvard Business

School as a case study which is available for download at: www.hbsp.harvard.edu.

 Factsheet At-a-glance guide to Bharti Airtel

Organization Structure Organisation chart depicting the Senior Management positions

Shareholding Structure Details on the latest shareholding structure and major

shareholders, as on June 30, 2007

Awards & Recognitions Laurels recognising Bharti's consistent efforts

Corporate Governance

Bharti Airtel Limited firmly believes in the principles of Corporate Governance and is

committed to conduct its business in a manner, which will ensure sustainable, capital-

efficient and long-term growth thereby maximising value for its shareholders, customers,

employees and society at large.

Company‘s policies are in line with Corporate Governance guidelines prescribed under

Listing

Agreement/s with Stock Exchanges and the Company ensures that various disclosures

requirements are complied in ‗letter and spirit‘ for effective Corporate Governance.

During the financial year 2003-04, your Company was assigned highest Governance and

Value

Creation (GVC) rating viz. ‗Level 1‘ rating by CRISIL, which indicates that the company‘s

capability with respect to creating wealth for all its stakeholders is the highest, while

adopting sound Corporate Governance practices. This rating was re-affirmed by CRISIL on

April 20,2006
 PRODUCTS

 POST PAID CARD

 PRE PAID CASH CARD

Post Paid Card

 Business Lifestyle Plan

 AirTel Standard

 Leisure Plan

 AirTel Easy

How much does it cost

Security Deposit (Refundable) Rs. 2000

Activation Charges Rs. 1260

Total Rs. 3260

Note: The above are one time entry cost. The deposit is completely refundable.

Airtime Rates

Business Lifestyle Plan

Monthly Rental Rs. 625 per month

Outgoing Rates(applicable 24 hours) Rs. 8 per minute

Incoming Rates(applicable 24 hours) Rs. 1 per minute

The rates are valid 24 hours a day/ 7 days a week

AirTel Standard Plan

Monthly Rental Rs. 475 per month

Rs. 4 per minute(Outgoing and

Standard Hours(10 am to 9 pm)
Incoming)

Rs. 3.90 per minute(Outgoing and

Concession Hrs-I(8 am to 10 am & 9 pm to 12 midnight)
Incoming)

Rs. 2.90 per minute(Outgoing and

Concession Hrs-II(12 midnight to 8 am)
Incoming)

Billing pulse is of 30 seconds. On Sundays and National Holidays (15th Aug, 26th Jan & 2nd

Oct) the tariff rates are of Rs. 2.90 per minute (midnight to 8 am) & Rs. 3.90 per minute (8

am to midnight).

AirTel Leisure Plan

Monthly Rental Rs. 525 per month

Incoming & Outgoing Rates

8 pm to 8 am (Weekdays) 50 paisa per 30 seconds

8 am to 8 pm (Weekdays) Rs. 3 per 30 seconds

Sundays & National Holidays (all 24 hours) 50 paisa per 30 seconds

Weekdays are Monday to Saturday. National Holidays are 15th Aug, 26th Jan & 2nd Oct. The

billing pulse is 30 seconds on all days.

AirTel Easy

Monthly Rental Rs. 525 per month

Outgoing Incoming

Rs. 6.00 per Rs. 2.00 per

Peak Rate
minute minute

Rs. 6.00 per Rs. 2.00 per

Standard Rate
minute minute

Rs. 6.00 per Rs. 2.00 per

Off Peak Rate
minute minute

Pre Paid Cash Card

Magic Pre Paid Connection

What is Magic?

Magic Ready Cellular Card is your ready-to-use, no-hassle cellular connection. It comes pre-

activated with STD/ISD calling facility. Backed by AirTel, the leading cellular operator in

India, it gives you crystal clear communication in entire Delhi, Ghaziabad, NOIDA, Gurgaon,

Faridabad and Ballabhgarh.

Highlights

MAGIC... the simplest way to go cellular

Wide Availability

Magic Ready Cellular Card and Magic Recharge Cards are available widely all over the city at

over 1800 outlets.

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Instant Connectivity

Magic Ready Cellular Card can be used as soon as it's bought. Your connection is pre-

activated with a host of other services.

Compatible with all Handsets

With only Magic, you are assured that it would work with all models of GSM cellular

handsets.
No Bills

No more keeping track of bills every month. With Magic, you pay when you want and as

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Total Cost Control

Magic gives you complete control over your cellular expenses every month. The friendly IVR

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Free Home Delivery

Just call "Dial-a-Magic' at 333 (toll free) from your Magic to place the order, and get the card

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Delhi and Gurgaon only.

How does it work?

When you buy a Magic Ready Cellular Card pack you get a SIM card and a recharge card in

the pack. Your Magic SIM card is already activated and just needs to be loaded with calling

value, which you can do by using the Magic Recharge Card.

 This calling value is valid for a pre-defined period called the validity period. You can

make and receive calls only during this validity period.As and when you make or

receive calls the calling value balance on your Magic Card account keeps reducing as
 per the applicable airtime rates. You must get your Magic Card recharged before the

calling value is over or the validity period ends. Magic Recharge Cards are widely

available at over 2400 outlets spread across the city in convenient denominations of

Rs.500, Rs.1000, Rs.2000 and Rs.3000.

 Every time you recharge your Magic Card you get a credit of calling value which has a

new validity period attached to it. The validity period is followed by a grace period of

15 days during which no calls can be made or received, but the Magic Card Account

can be recharged. During the grace period you can also order for a Magic Recharge

Card to be delivered at your doorstep, absolutely free of cost, by simply dialing 333

from your Magic.

MAGIC ... the most affordable cellular

 No Rentals

 No Security Deposits

 Pre-activated STD/ISD

 Free CLI

Cost Package

Magic "Regular" pack

MRP Rs. 1525

Inclusive of :
Calling Value Rs. 785.71

Activation Fee Rs. 500

Processing Fee Rs. 166.67

Service Tax Rs. 72.62

Recharging Magic Card One can either recharge Magic online or purchase a recharge card

from any of our outlets spread across the city. Recharge cards are available in four

convenient denominations of Rs.500, Rs. 1000, Rs. 2000 and Rs 3000.

Value added services

Value added services can play a major role in determining the market leader of the future.

The following are the value added services and special services provided by AirTel.

Value Added Services from

AirTel offers you a host of value added services. These are available on request. They

include :

 Smart Mail
Smart Mail lets you receive messages even when your handset is switched off or when you

are outside the coverage area. You can then retrieve these messages at your own

convenience.

 AirTel's Fax and Data Service

If you can connect to AirTel's Fax and Data service , you can take your office wherever you

go. You can send and receive data/fax documents, access the internet, email accounts and

corporate databases whenever you are on the move.

 AirTel's Fax Service

If you connect to AirTel's Fax service , you can take your office wherever you go. You can

send and receive fax documents whenever you are on the move.

 Smart Roam

AirTel's Smart Roam service allows you to use your mobile phone to make or

receive calls from almost anywhere in India and abroad (59 countries) at NO extra cost

Smart Roam gives you two great options:

 Smart Roam National

Enjoy roaming in India across 25 partner networks and over 350 cities.

 Smart Roam International

Roam across international destinations, in 59 countries including USA,

Canada, UK etc. with 95 partner networks (where GSM phase II networks exist).

 Itemised Bill
This is a comprehensive statement of all details on the outgoing calls made by you and the

incoming calls received by you for the billing period.

 Itemized Calls

The call breakdown shows date of calls, the destination of calls, the length of calls and the

relevant cost.

 Call Conference

It help's you hold a tele-conference with 6 different people simultaneously. Infact you can

set up a conference, even if the other five are using the PSTN line.

 Call Line Identification Presentation

CLIP gives you the power to know the phone number of the calling party even before you

answer the call. Thus giving you the choice to either reject or take the call.

 Handset Insurance Service

AirTel and New India Insurance present the exclusive Handset Insurance service. The

Handset Insurance service is an exclusive privilege for AirTel customers like you.

 Call Line Identification Restriction

If you don't want others to know your number, you can use the CLIR service, so that your

cellular number is not displayed on the phone screen of the person you call.

 Call Wait

This service is available to all Air Tel customers. If you are on a call and somebody else calls

your number , your Call Waiting feature alerts you with a special audible tone. You then

have the option to either:

  Put the call-in-progress on hold, and answer the new call, or

 Reject the incoming call

 Call Hold

This service allows you to put an on-going conversation on hold, and call someone or

receive a call from another person. You may switch between the two calls any time.

 Call Divert

Call Divert allows you to divert incoming calls to another number

 Safe Custody

When you travel out of town for a short time AirTel can keep your connection in Safe

Custody where the connection is kept inactive for a short period, without actually cancelling

it. You need not pay the monthly rentals during this period.

 Smart Access

Smart Access - the Interactive Voice Response (IVR) service for accessing information related

to your cellular phone. All you have to do is dial our toll-free number 747 from your AirTel

cellular or 98101-74700 from a landline any time of the day or night.

 Mobile Hunting

A group of mobile connections is given one virtual mobile number, which is known as the

Pilot or Hunting number and other mobile numbers remain the same, allowing you to make

and receive calls

 STD/ISD
The STD/ ISD facility allows you to make long distance calls in India and Overseas from your

cellular phone. This service is applicable to both AirTel and Magic customers.

 STD/ISD Dynamic Locking and Unlocking

This is a new service available to AirTel customers to lock and unlock STD /1SD facility from

his handset (from specific handsets only) and avoid misuse

Special Services

AirTel's m-Banking Services

m-banking provides you with access to banking and credit card services directly from your

cellular phone. With m-banking you can now conduct banking and credit card transactions

from your AirTel without making a call from anywhere in India and over 46 countries

Currently, you can access HDFC Bank accounts, ICICI bank and credit card accounts. You

need to have accounts with either of the banks to be able to use m-banking.

Car Helpline dial 930

Introducing Car Help Line, from AirTel. It is designed to provide you help when your car

breaks down on the road. All you have to do is dial 930 from your AirTel and help will reach

you within thirty minutes.

Heart Helpline dial 707

AirTel provides you a unique service called Heart Helpline. A panel of heart specialists at the

Escorts Heart Institute and Research Center are only a call away to answer queries and

guide you through an emergency. All you have to do is to dial 707 from your AirTel cellular.

"Heart Helpline" is a round the clock service which shall provide answers to almost all heart

related problems arising out of chest pain, palpitations, shortness of breath, abdominal

discomfort, weakness etc.

 Competitors in the market

 BSNL is the market leader with a 67.7 per cent share followed by MTNL with 11.5

percent market share. Next is Bharti Airtel at 10.9% followed by Tata and

Reliance at 5% and 4.1% respectively.

 BSNL as a company is growing and showed annual revenues of approximately

$4.5 billion as of 2016. BSNL is serving more than 125 million customers across

the country and is catalyst in checking the price point for telecom services.

 BSNL is a 100% Central Government entity and employees with BSNL are entitled

to get salaries and perks as decided by Government of India and not by BSNL

 However both, MTNL and BSNL are plagued by declining revenues coupled with

high costs. BSNL has massive infrastructure, manpower, systems, and 80 per cent

of landlines and 90 per cent of broadband connections in India are operated by

it.

 Vodafone is investing nearly US$ 3 billion over the next two years in India in

expanding its network infrastructure and distribution channel in the country,‖ as

per Vittorio Colao, CEO, Vodafone Plc.

 BlackBerry plans to set up enterprise solutions centres to educate corporate

customers about various BlackBerry Enterprise Service (BES) 10 solutions. "India

is one of the fastest growing markets in terms of smartphone and mobile data

adoption,‖ said according to Sunil Lalvani, Managing Director (MD), BlackBerry

India.

 Tata Teleservices plans to set up nearly 4,000 wi-fi hotspots in nine cities across

the country in the next two years.

 Achievements and Milestones

Awards for the year 2012-2013

 Bharti Airtel Shared Services Team won two awards in categories of

Value Creation and Innovation & Improvement at the SSON (Shared Services & Outsourcing

Network) Excellence Awards 2012.

 Bharti Airtel won four Effie awards at the Effie Awards 2012. Airtel's extremely

popular 'Har ek friend zaroori hota hai' campaign conceptualized by Taproot India,

stood out as a campaign amongst all nominations, winning three Gold Effie awards.

Apart from a Gold inthe 'Telecom & Related Services' category, the campaign won a

Gold each in 'Digital Advertising' and 'Integrated Advertising'. Bharti Airtel also won

one Silver Effie award for its 'Baat sirf paison ki nahin hai' campaign for Airtel

moneyin the telecom category.

 Sanjay Kapoor was awarded the "Telecom Person of the year 2012" at the "Voice &

Data Telecom Leadership Awards 2012". The award was accorded by Honourable

Minister of New and Renewable Energy, Dr. Farooq Abdullah. Won the QUEST

Forum India Quality Award for the Top Telecom Service Provider. QuEST Forum is a

unique collaboration of information and communication technologies (ICT) service

providers and suppliers across the world, dedicated to improving operational and

supply chain quality and performance.

 Awarded the #1 Service brand in Brand Equity's List of "Most Trusted Brands".

 Bharti Airtel was felicitated for 'Best Mobile Service Provider' and 'Innovation in

mMoney' at Aegis Graham Bell Awards held on November 1, 2012.The Aegis

Graham Bell awards honor the best innovations in the field of TIME (Telecom,
 Internet, Media & Edutainment) recognizing the most exceptional contributions in

the respective fields.

 Bharti Airtel was awarded the 'Brand of the Year' at the CNBC TV18's flagship

initiative, the India Business Leader Awards (IBLA) for its Har Ek Friend Zaroori Hota

Hai campaign. The IBLA Brand of The Year Award seeks to recognize a brand mass

media/ communication campaign based on its key message, popularity amongst the

target audience and impact on the brand.

 Bharti Airtel won the 'Excellence in First People Initiative' award at the first, People

2012 Awards. Airtel HR's multiple initiatives in enhancing the internal customer's

experience through innovation and leveraging mobile technology helped us to win

the prestigious award.

 The Airtel Centre of Excellence (ACE) received the 'Excellence Award for Shared

Service Centre Operations in India' in the 2nd National Shared Services Council by

All India Management Association and Delhi Management Association in recognition

of their outstanding efforts to identify key strategic drivers and implementing them

to deliver value to all.

 Bharti Airtel won the highly prestigious Porter Prize in the 'Exploiting Trade-offs'

category.

The Porter Prize Awards, named after Professor Michael Porter – the father of modern

strategic field, are the most coveted awards in the field of strategy and competitiveness.

The award recognises and honours Indian companies which have embraced the best

strategic management practices.

 Bharti Airtel Sri Lanka bagged a silver at the prestigious HRM awards. Airtel Sri Lanka

was recognized for their HR practices by HRM awards.

 Bharti Airtel won the Star News Viewer’s Choice Best Mobile Network, Best Quality

Mobile Network Service Provider, at the 6th National Telecom Awards 2012 hosted

by CMAI in May 2012.

 Bharti Airtel won 5 awards at the Telecom Operator Awards 2012, announced in

March 2012 by Tele.net . Airtel bagged the 'Best National Mobile Operator', 'Best

VAS Provider', 'Best Enterprise Services Provider', 'Best Ad Campaign by an

Operator' and 'Most innovative Solution' for Airtel money.

 Research Methodology

Research as a scientific and systematic search for pertinent information on a specific topic.

Research Methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. In it we study the

various steps that are generally adopted by a researcher to know not only the research

methods or techniques but also the methodology. We not only talk of the research methods

but also consider the logic behind the methods we use in the context of our research study

and explain why we are using a particular method or evaluated either by the researcher

himself or by others.

Purpose of the study

The purpose is to check out the consumer preference towards Airtel and its services and

what are their requirements and why a problem costumer faces.

Research Objective of the study

The objective of the study is to check out the preference of consumer towards Airtel and

study the requirements of consumer and their grievances towards the company. The

secondary objective of the study.

To study Advertising Strategy of Airtel Cellular Service: Ads are an internal part of

every company and company has to know how and when to use it.

Its effect on existing mobile users: The cellular services market in India grew during the

late 1990 and is increasing. Airtel has to launch services in the market.

Research methodology of the study Research methodology is done to solve the research

problems involving a study of various steps that are adopted by the researcher in studying

his problem.
Throughout the entire project the emphasis was to check the awareness level of the

customers towards the different services of Airtel and there views and perception about the

same. Finally the project was concluded by taking the feedback from the customers.

Research Design

The project is more of a qualitative than quantitative study. The project aims at the

perception of consumers regarding the consumers.

Explorative Research: Explorative 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.

DATA COLLECTION METHOD

THERE TWO TYPE OF METHOD OF DATA COLLECTION.

 PRIMARY DATA

 SECONDARY DATA

DATA USED FOR THE RESEARCH WORK WAS PRIMARY

Primary Data: The primary source of data collection is through questionnaire. The

questionnaires are distributed among 35 peoples and the there view is recorded and used in

analyzing the data Secondary sources. Primary source is a term used in a number of

disciplines to describe source material that is closest to the person, information, period, or

idea being studied. In the study of history as an academic discipline, a primary source (also

called original source or evidence) is an artifact, a document, a recording, or other source of

information that was created at the time under study. If created by a human source, then a
source with direct personal knowledge of the events being described. It serves as an original

source of information about the topic. Similar definitions are used in library science, and

other areas of scholarship. In journalism, a primary source can be a person with direct

knowledge of

a situation, or a document created by such a person. Primary sources are distinguished from

secondary sources, which cite, comment on, or build upon primary sources, though the

distinction is not a sharp one. "Primary" and "secondary" are relative terms, with sources

judged primary or secondary according to specific historical contexts and what is being

studied.

Secondary Data :

Secondary sources include online sites (www.Google.Co.in, www.Airtel.com), newspapers

(Times of India) and templates from AIRTEL distributions centers and AIRTEL Customer Care.

In scholarship, a secondary source is a document or recording that relates or discusses

information originally presented elsewhere. Secondary source contrasts with a primary

source, which is an original source of the information being discussed; a primary source can

be a person with direct knowledge of a situation, or a document created by such a person.

Secondary sources involve generalization, analysis, synthesis, interpretation, or evaluation

of the original information. Primary and secondary are relative terms, and some sources

may be classified as primary or secondary, depending on how it is used. An even higher

level, the tertiary source, resembles a secondary source in that it contains analysis, but

attempts to provide a broad overview of a topic that is accessible to newcomers.

Sample designing

Target population:- The Target population under this survey are the consumers of mobile

network providers.
The target population is limited to the central Delhi.

SAMPLE SIZE : - The sample size included 100 related people in various different location.

Search process was done by interacting with number of customers during the activities

performed, which included, markets, cold calling, canopies, etc. Sample design consist of

CONVIENCE SAMPLING.

Method of data collection

Instrument of Data collection

Data Collection is an important aspect of any type of research study. Inaccurate data

collection can impact the results of a study and ultimately lead to invalid results. For the

above objectives, quantitative methods were used. Interviews were studied for the

employees and structured Questionnaires were given to them. Then the data was analyzed

and interpreted in the form of tabulation and charts.

There are two types of data collection methods used:

1. Primary data collection

2. Secondary data collection

Primary data collection method-

Primary data is the data in which the researcher collects data through various methods like

interviews, surveys, questionnaires etc., to support the secondary data.

Primary data collected in this project is using the interview and questionnaire.

Secondary data collection method-

Secondary data is data collected by someone other than the user. Common sources of

secondary data for surveys, organizational records and data collected through qualitative

methodologies or qualitative research.

Secondary data used in this project is records of Human Resource Department for the

service file of the separating staffs, various HR Journals, projects and research papers of

different scholars both national and international.

Drafting of a questionnaire

A questionnaire consisting of 18 questions was prepared which consisted of questions like

the working of various welfare committees of the organization and the development

systems, canteen and rest room facilities etc. So, keeping in view all the aspects of research

and it consisted of following types of questions-

Close ended Questions- A closed-ended question is a question format that limits

respondents with a list of answer choices from which they must choose to answer the

question. Commonly these type of questions are in the form of multiple choices, either

with one answer or with check-all-that-apply, but also can be in scale format, where

respondent should decide to rate the situation in along the scale continuum, similar to

Likert questions.

Types of closed ended questions used-

1. Dichotomous Questions- Fixed-alternative question that can only be answered in

one of the two indicated ways, such as 'A' or 'B', True or False, Yes or No.

2. Multiple Choice Questions- Multiple choice is a form of assessment in which

respondents are asked to select the best possible answer (or answers) out of the

choices from a list. The multiple choice format is most frequently used in educational

testing, in market research, and in elections, when a person chooses between

multiple candidates, parties, or policies. Multiple choice testing is particularly

popular in the United States. If guessing an answer, there's usually a 25 % chance of

getting it correct on a 4 answer choice question.

 “STUDY OF THE TOPIC”

SALES & MARKETING PERFORMANCE & TO EVOLVE A STRATEGY FOR INCREASING

MARKET SHARE”

It has described a category scheme consisting of three general types of strategies that are

commonly used by businesses to achieve and maintain competitive advantage. These three

generic strategies are defined along two dimensions: strategic scope and strategic strength.

Strategic scope is a demand-side dimension and looks at the size and composition of the

market you intend to target. Strategic strength is a supply-side dimension and looks at the

strength or core competency of the firm. In particular he identified two competencies that

he felt were most important: product differentiation and product cost (efficiency).

He originally ranked each of the three dimensions (level of differentiation, relative product

cost, and scope of target market) as either low, medium, or high, and juxtaposed them in a

three dimensional matrix. That is, the category scheme was displayed as a 3 by 3 by 3 cubes.

But most of the 27 combinations were not viable.

In his 1980 classic Competitive Strategy: Techniques for Analysing Industries and Competitors, Porter

simplifies the scheme by reducing it down to the three best strategies. They are cost leadership,

differentiation, and market segmentation (or focus). Market segmentation is narrow in scope while

both cost leadership and differentiation are relatively broad in market scope.

Empirical research on the profit impact of marketing strategy indicated that firms with a high market

share were often quite profitable, but so were many firms with low market share. The least profitable

firms were those with moderate market share. This was sometimes referred to as the hole in the

middle problem. Porter’s explanation of this is that firms with high market share were successful

because they pursued a cost leadership strategy and firms with low market share were successful

because they used market segmentation to focus on a small but profitable market niche. Firms in the

middle were less profitable because they did not have a viable generic strategy.

Porter suggested combining multiple strategies is successful in only one case. Combining a market

segmentation strategy with a product differentiation strategy was seen as an effective way of

matching a firm’s product strategy (supply side) to the characteristics of your target market segments

(demand side). But combinations like cost leadership with product differentiation were seen as hard

(but not impossible) to implement due to the potential for conflict between cost minimization and the

additional cost of value-added differentiation.

Since that time, empirical research has indicated companies pursuing both differentiation and low-cost

strategies may be more successful than companies pursuing only one strategy.[1]

Some commentators have made a distinction between cost leadership, that is, low cost strategies, and

best cost strategies. They claim that a low cost strategy is rarely able to provide a sustainable

competitive advantage. In most cases firms end up in price wars. Instead, they claim a best cost

strategy is preferred. This involves providing the best value for a relatively low price.

Cost Leadership Strategy

This strategy involves the firm winning market share by appealing to cost-conscious or price- sensitive

customers. This is achieved by having the lowest prices in the target market segment, or at least the

lowest price to value ratio (price compared to what customers receive). To succeed at offering the

lowest price while still achieving profitability and a high return on investment, the firm must be able to

operate at a lower cost than its rivals. There are three main ways to achieve this.

The first approach is achieving a high asset turnover. In service industries, this may mean for example a

restaurant that turns tables around very quickly, or an airline that turns around flights very fast. In

manufacturing, it will involve production of high volumes of output. These approaches mean fixed

costs are spread over a larger number of units of the product or service, resulting in a lower unit cost,

i.e. the firm hopes to take advantage of economies of

scale and experience curve effects. For industrial firms, mass production becomes both a strategy and

an end in itself. Higher levels of output both require and result in high market share, and create an

entry barrier to potential competitors, who may be unable to achieve the scale necessary to match the

firms low costs and prices.

The second dimension is achieving low direct and indirect operating costs. This is achieved by offering

high volumes of standardized products, offering basic no-frills products and limiting customization and

personalization of service. Production costs are kept low by using fewer components, using standard

components, and limiting the number of models produced to ensure larger production runs.

Overheads are kept low by paying low wages, locating premises in low rent areas, establishing a cost-

conscious culture, etc. Maintaining this strategy requires a continuous search for cost reductions in all

aspects of the business. This will include outsourcing, controlling production costs, increasing asset

capacity utilization, and minimizing other costs including distribution, R&D and advertising. The

associated distribution strategy is to obtain the most extensive distribution possible. Promotional

strategy often involves trying to make a virtue out of low cost product features.
The third dimension is control over the supply/procurement chain to ensure low costs. This could be

achieved by bulk buying to enjoy quantity discounts, squeezing suppliers on price, instituting

competitive bidding for contracts, working with vendors to keep inventories low using methods such

as Just-in-Time purchasing or Vendor-Managed Inventory. Wal-Mart is famous for squeezing its

suppliers to ensure low prices for its goods. Dell Computer initially achieved market share by keeping

inventories low and only building computers to order. Other procurement advantages could come

from preferential access to raw materials, or backward integration.

Some writers posit that cost leadership strategies are only viable for large firms with the opportunity

to enjoy economies of scale and large production volumes. However, this takes a limited industrial

view of strategy. Small businesses can also be cost leaders if they enjoy any advantages conducive to

low costs. For example, a local restaurant in a low rent location can attract price-sensitive customers if

it offers a limited menu, rapid table turnover and employs staff on minimum wage. Innovation of

products or processes may also enable a startup or small company to offer a cheaper product or

service where incumbents' costs and prices have become too high. An example is the success of low-

cost budget airlines who despite having fewer planes than the major airlines, were able to achieve

market share growth by offering cheap, no-frills services at prices much cheaper than those of the

larger incumbents.

A cost leadership strategy may have the disadvantage of lower customer loyalty, as price- sensitive

customers will switch once a lower-priced substitute is available. A reputation as a cost leader may also

result in a reputation for low quality, which may make it difficult for a firm to rebrand itself or its

products if it chooses to shift to a differentiation strategy in future.

Differentiation Strategy

Differentiate the products in some way in order to compete successfully. Examples of the successful

use of a differentiation strategy are Hero Honda, Asian Paints, HLL, Nike athletic shoes, Perstorp Bio

Products, Apple Computer, and Mercedes-Benz automobiles.

A differentiation strategy is appropriate where the target customer segment is not price-sensitive, the

market is competitive or saturated, customers have very specific needs which are possibly under-

served, and the firm has unique resources and capabilities which enable it to satisfy these needs in

ways that are difficult to copy. These could include patents or other Intellectual Property (IP), unique

technical expertise (e.g. Apple's design skills or Pixar's animation prowess), talented

personnel (e.g. a sports team's star players or a brokerage firm's star traders), or innovative processes.

Successful brand management also results in perceived uniqueness even when the physical product is

the same as competitors. This way, Chiquita was able to brand bananas, Starbucks could brand coffee,

and Nike could brand sneakers. Fashion brands rely heavily on this form of image differentiation.

Variants on the Differentiation Strategy

The shareholder value model holds that the timing of the use of specialized knowledge can create a

differentiation advantage as long as the knowledge remains unique.[2]This model suggests that

customers buy products or services from an organization to have access to its unique knowledge. The

advantage is static, rather than dynamic, because the purchase is a one-time event.

The unlimited resources model utilizes a large base of resources that allows an organization to outlast

competitors by practicing a differentiation strategy. An organization with greater resources can

manage risk and sustain profits more easily than one with fewer resources. This deep-pocket strategy

provides a short-term advantage only. If a firm lacks the capacity for continual innovation, it will not

sustain its competitive position over time.

Focus or Strategic Scope

This dimension is not a separate strategy per se, but describes the scope over which the company

should compete based on cost leadership or differentiation. The firm can choose to compete in the

mass market (like Wal-Mart) with a broad scope, or in a defined, focused market segment with a

narrow scope. In either case, the basis of competition will still be either cost leadership or

differentiation.

In adopting a narrow focus, the company ideally focuses on a few target markets (also called a

segmentation strategy or niche strategy). These should be distinct groups with specialized needs. The

choice of offering low prices or differentiated products/services should depend on the needs of the

selected segment and the resources and capabilities of the firm. It is hoped that by focusing your

marketing efforts on one or two narrow market segments and tailoring your marketing mix to these

specialized markets, you can better meet the needs of that target market. The firm typically looks to

gain a competitive advantage through product innovation and/or brand marketing rather than

efficiency. It is most suitable for relatively small firms but can be used by any company. A focused

strategy should target market segments that are less vulnerable to substitutes or where a competition

is weakest to earn above-average return on investment.

Examples of firm using a focus strategy include Southwest Airlines, which provides short-haul point-to-

point flights in contrast to the hub-and-spoke model of mainstream carriers, and Family Dollar.

In adopting a broad focus scope, the principle is the same: the firm must ascertain the needs and

wants of the mass market, and compete either on price (low cost) or differentiation (quality, brand and

customization) depending on its resources and capabilities. Wal Mart has a broad scope and adopts a

cost leadership strategy in the mass market. Pixar also targets the mass market with its movies, but

adopts a differentiation strategy, using its unique capabilities in story-telling and animation to produce

signature animated movies that are hard to copy, and for which customers are willing to pay to see
and own. Apple also targets the mass market with its iPhone and iPod products, but combines this

broad scope with a differentiation strategy based on design, branding and user experience that

enables it to charge a price premium due to the perceived unavailability of close substitutes.

Recent developments

Michael Treacy and Fred Wiersema (1993) in their book The Discipline of Market Leaders have

modified Porter's three strategies to describe three basic "value disciplines" that can create

customer value and provide a competitive advantage. They are operational excellence, product

leadership, and customer intimacy.

Criticisms of generic strategies Several commentators have questioned the use of generic strategies

claiming they lack specificity, lack flexibility, and are limiting.

In particular, Miller (1992) questions the notion of being "caught in the middle". He claims that there is

a viable middle ground between strategies. Many companies, for example, have entered a market as a

niche player and gradually expanded. According to Baden-Fuller and Stop ford (1992) the most

successful companies are the ones that can resolve what they call "the dilemma of opposites".

A popular post-Porter model was presented by W. Chan Kim and Renée Mauborgne in their 1999

Harvard Business Review article "Creating New Market Space". In this article they described a "value

innovation" model in which companies must look outside their present paradigms to find new value

propositions. Their approach fundamentally goes against Porter's concept that a firm must focus either

on cost leadership or on differentiation. They later went on to publish their ideas in the book Blue

Ocean Strategy.
 Analysis & Interpretation

AGE GROUP

Age Group (in years) Users

15-21 29
21-28 56
28-35 15

Users

15-21
21-28
28-35

Interpretation:

As we can see from the above graph, the people who are in the age group of 21-28 years are the ones

who are the maximum users of mobile phones. This segment is the one which give maximum business

to the mobile operators. This segment constitutes the young executives and other office going people.

They are 65% of the total people who were interviewed. The next age group are the people who are

28-35 years old. They are 20% of the total. They are those who are at home or have small business

units etc. And the next age group is the youngest generation who are 15-21 years old. They are school

and college going students and carry mobile phones to flaunt. They are 15% of the total interviewed

people.
 Occupation

Occupation Users

Student 15

Executive 55

Household 20

Other 10

Interpretation

Above graph shows that 55% of the total people interviewed are working. So, these people are the

ones who are the maximum users of mobile phones. They are the young executives, managers etc.

who require mobile for their official purposes. The next category is the households 20 %, who are

either housewife, small units which operate from their homes etc. The next segment is the students.

They are 15%of the whole. And 10% of the whole is categories who are the professionals.
 What is your satisfaction level with Airtel?

Satisfied Users

Fully dissatisfied 10

Fully Satisfied 20

Dissatisfied 60

Partially 10

Interpretation

As the above graph clearly shows that customer services at Airtel seems poor. 60% of

the people are dissatisfied with the customer services provided by Airtel. They are the

ones who have the maximum share in the market but they are lagging behind in the

customer services. This could leave an impact on the mind of the consumer.
 Which feature of AIRTEL convinced you to use Airtel?

Convincing Factor Users

Advertisement 23
Scheme 8
Connectivity 58
Goodwill 19

Interpretation

The above data shows that the connectivity of the Airtel is its backbone and it is

the main reason that the consumers are using it and the network is still is in usage

and goodwill of the company is at risk and falling at a huge rate.

 Which service do you use of Airtel ?

Usage Users
DTH 10
Internet 25
Mobile Service 64
Others 8

Others Users
8%

DTH
9%

Internet
23%

Mobile
Service
60%

Interpretation

It can be seen from the data represented above that most the customers use Airtel because of its Mobile

service‘s rather than any other requirement as it provides them the best service in Airtel in the service

Department.
 Monthly expense graph

Expenses Users

500-1000 24

1000-2000 64

2000 & Above 12

Users
2000 & Above
12%

500-1000
24%

1000-2000
64%

Interpretation

People on an average spend RS 500 per month as their mobile phone expense. 64%

people spend this amount. 24% people spend RS 300 per month as their monthly

mobile expense. And the remaining 12% had an expense more than RS 1000, they

could the ones having sim connections or having cash cards and having a lot of

business calls on their mobiles.

 What makes Airtel different from others?

Factors Users
Connectivity 72
New schemes 14
Tariff plans 32
Other 12

Users
Other
9%

Tariff plans
25%
Connectivity
55%

New schemes
11%

Interpretation

The above figure shows that connectivity is the favored influencer of Airtel and it persuades consumer to

use the network and later on tariff and schemes play there role in the company.
 Which celebrity you like very much in AIRTEL

Celebrities Users
Shahrukh Khan 36
Kareena Kapoor 2
A.R. Rehman 19
Sachin Tendulkar 28

Interpretation

The main celebrity that is responsible for the success of the Network is Shahrukh khan then Sachin

Tendulkar and behind him is A.R. Rehman and Kareena Kapoor comes in the last.These celebrity did their

best to promote it but the network was hugely favored by the above data.
 What type of Airtel service you use?

Card Users
Prepaid 46
Postpaid 54

Interpretation

The above data shows that earlier prepaid was the favorite of consumers but with the flow of time the

time this preference has shifted towards the postpaid side and now they are in demand as earlier only

network was used for call‘s only and now it provides number of facilities like internet etc.
 Service Provider Graph
Which was your first choice of cellular service when you want to use mobile phone?
1.AIRTEL 2.VODAFONE 3.IDEA 4.RELIANCE 5.OTHERS

Networks Users
Vodafone 25
Idea 5
Airtel 35
Reliance 15
Others 20

Interpretation

The above graph shows a slice of 50%. These are the total no. of people who are using Airtel. It

seems that people are more aware of Airtel than any other brand. The next popular brand is Hutch.

305 of the people interviewed had Hutch connections. The next popular brand was Idea. 15% people

had Idea connections. As it came very late in the market when Airtel had established it self very well.
 AIRTEL is #1 in India

Opinion Users

Yes 87

No 13

Interpretation

The above graph shows the result of the survey that how many people think Airtel is best in its services.

According to the survey done, 95% of the people think that Airtel is the best which provides better

telecommunication services and only 5% of the people thinks vice- versa. Purple color shows people who

say ‗yes‘ to the survey that Airtel is No. 1 and maroon color shows who do not agree.
 Type of Card Graph

Cards Users

Sim Card 15

Cash cards 85

Interpretation

Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users were

having cash card connections. This means that the cash cards should be easily and readily available in the

local markets. Airtel should make sure that Magic is available in each and every nook and corner of the

market. 15% of the people were having sim connections which is the regular bill.
 Advertisement

Type of advertisement you most like in AIRTEL

Audio Visual
Print
Audio

Advertisement Users
Audio 20
Audio Visual 58
Print 22

Users

Print Audio
22% 20%

Audio Visual
58%

Interpretation

It can be seen from the above data that audio visual advertisements are still the best mode of reaching

the consumers and influence them.

 Findings

Airtel is a very successful brand in India as it covers a wide network and is still one of the best

still in network coverage and stands one of the best network in the world and has covers

major of the population coverage.

There is still scope of improvement as some of the rural and remote areas are not till covered

by any service provider and the company is shifting its focus towards them as well to reach a

wide area and generate loyal customers.

Business houses are the major users of Airtel as it is better than all other network‘s in

broadband coverage and plans are better than any.

Airtel focuses on its customer‘s satisfaction but it can provide some more relaxation to its

users and provide some more incentives for its dealers so that they can be more loyal

towards the company and market it better.

Company is undertaking extensive promotional activities like advertisements released in

different Medias to create brand awareness in target pulling areas like campuses etc. Free

samples should be distributed among the prospects like free recharge or sims & sales

promotion tools like gifts, contests and coupons must be given to retailers as well as

customers and prospects. Catalogues should be distributed among customers.

The company is focusing more on the Youth & the untapped areas of the country like rural

areas to hold a strong position in the country and prosper further.

Company has shifted to its concern to one of the most influential target market i.e. YOUTH as

population concern more on the youth as they consist majority of the population in the

country and are most spenders in today‘s age.

Airtel provides value added packs for its heavy users as to retain them as postpaid

connections are on the rise as compared to prepaid.

It is used mainly for its mobile network coverage across the globe as it covers a huge area so

its connectivity is high and the goodwill factor comes into play.
 Conclusion

Airtel is a very successful brand in India & providing customer satisfaction is to be there main

motive.Provides Internet access on the move as people are more dependent on it in their daily

lives like wide network and good 3G services.

Airtel possesses congestion free & wide network, unique value added & customer services.

Providing customer satisfaction is the most crucial step of the company as they are to be satisfied and

provides Internet access on the move such as Wide network and good 3G services as they are important

and technology advanced stuff required by almost everybody in today‘s environment,

Airtel is a home brand and a very successful brand in India and overseas and one of the most successful

brands still to date. It possesses congestion free & wide network, unique value added & customer

services to cover one of the widest areas.

From the details it can be concluded that 70% of Airtel users preferred to remain with Airtel. Also good

number of users who were willing to switch from their respective subscribers showed interest in Airtel.

Hence, these statistics imply a bright future for the company. Also the company is used mainly by

executives who want wide coverage for their operations but the problem of customer satisfaction still

persists with the company and cause of its lacking new customers.

Connectivity is the backbone of the company and it is still the reason why consumers use it and the most

users of the company fall in the youth category and are now using postpaid services as they are aware of

the services provided as the youth is the main target of major of companies as the country mainly

comprises of them.
 Limitations

The project has been successfully completed with certain inherent limitations, which are as follows:

 This Project report is based on the secondary sources for data collection and no Primary data

has been used, due to which there is lack of practical knowledge.

 Time and work constraints were also there.

 Limited information & Respondent‘s unavailability.

 Time pressure and fatigue on the part of respondents and interviewer.

 Courtesy bias& the behavior of the customer while approaching them to fill the

questionnaire was unpredictable.

 Lack of customer‘s cooperation was a major constraint.

 Majority of the customer were too aggressive in nature.

 SUGGESTIONS AND RECOMMENDATIONS

Following are the few suggestions to AIRTEL for improving the market share and image of the

products concerned.

Modification must be brought about in AIRTEL, in terms of quality. Its demand should be

increased and provides its consumer with value added services as to retain them.

In today‘s age the brand must focus on other areas to market it like Malls, theatre and

crowed area to get attention and market it and gather audience interest.

Most of the respondents are satisfies with the services provided by Airtel to mobile user

steps to be taken to make customers more satisfied but many are still not aware of phone

plus facility and steps are to be taken to popularize it.

Many of the respondents are not satisfied with the features provided to prepaid users as

compared to Landline users.

 Bibliography and References

In this project report, while finalizing and for analyzing quality problem in details the following

Books, Magazines/Journals and Web Sites have been referred. All the material detailed below

provides effective help and a guiding layout while designing this text report.

 Books :

 Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New Age

International Publishers, New Delhi, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟, Prentice Hall of India

Private Limited, New Delhi, 7th Edition.

 Principles of Marketing –Philip Kotler & Kevin keller edition 12

 Market Research – D.D. Sharma

 Research Methodology – C.R. Kothari

 Websites:

 www.Airtelworld.com

 www.google.com

 www.info-matic.com

 http://en.wikipedia.org/wiki/Bharti_Airtel

 http://www.slideshare.net/muskan19/airtel-brand-analysis

 http://www.airtel.in/

 http://www.slideshare.net/dpdas3/bharti-airtel

 http://www.authorstream.com
 http://www.moneycontrol.com/competition/bhartiairtel/comparison/BA08

 http://wirelesstelecom.wordpress.com/2013/11/11/swot-analysis-

of-indias-largest- mobile-telecom-operator-bharti-airtel/

 http://www.ukessays.com/essays/marketing/history-about-the-

generic-strategies- marketing-essay.php

 http://www.themediaant.com/airteladvertising

 http://mythbhagat.blogspot.in/2009/04/successful-sales-and-

distribution.html
 ANNEXURE

QUESTIONNAIRE

 NAME:
 ADDRESS:
 OCCUPATION:

2. Do you think that Airtel tariff plans are better than others?
 Yes
 No

3. Which service do you use of Airtel?

 Mobile service
 Internet
 DTH
 Other

4. Which was your first choice of cellular service when you want to use mobile phone?
 AIRTEL
 HUTCH
 IDEA
 RELIANCE
 TATA INDICOM
 OTHERS

5. How did you know about AIRTEL cellular service?

 Friends
 Advertisements
 Relatives
 Other Sources
6. Which feature of AIRTEL convinced you to use AIRTEL?
 Advertisements
 Connectivity
 Schemes
 Goodwill

7. Which feature of AIRTEL is better than your previous cellular service?

 Advertisements
 Connectivity
 Schemes

8. What is your age?

 15-21 years
 21-28 years
 28-35 years

9. Which type of advertisement you most like in AIRTEL?

 Audio Visual
 Print
 Audio

10. Which celebrity you like very much in AIRTEL?

 Sachin Tendulkar
 Shahrukh khan
 Kareena kapoor
 A.R. Rehman

11. What is your occupation?

 Student
 Household
 Professional
12. Are you an Airtel customer?
 Yes
 No

13. What type of Airtel service you use?

 Postpaid
 Prepaid

14. How did you come to know about Airtel?

 Friend
 Dealer
 Advertisement
 Other

15. What makes Airtel different from others?

 Connectivity
 Tariff plans
 New schemes
 Other

16. What is your satisfaction level with Airtel?

 Fully
 Partially
 Distassified
 Fully distassisfied

17. How much is your monthly expenses?

 500 – 1000
 1000 – 2000
 2000 & above