on " marketing strategies of airtel "
TRANSCRIPT
ON “Marketing strategies of Airtel” Submitted to
U.P. TECHNICAL UNIVERSITY
FOR THE PARTIAL FULFILLMENT OF THE DEGREE OF
MBA
SESSION 2008-2010DEPTT. OF MANAGEMENT STUDIES
COLLEGE NAME
Under the guidance of: Submitted by:
Supervisor Name Your Name Lecturer (college name) Roll: - XXXX
College Address
1
College Logo
STUDENT DECLARATION
I, YOUR NAME, student of MBA here by declared that the research
report entitled “MARKETING STRATEGIES OF AIRTEL” is
completed and submitted under the guidance of
GUIDANCE NAME is my original work. The imperial finding in
this report is based on the data collected by me. I have not submitted
this project report to U.P. Technical University Lucknow or any other
University for the purpose of compliance of any requirement of any
examination or degree.
DATE: YOUR NAME
MBA III SEM
ROLL NO. XXYYXYX
ACKNOWLEDGEMENT
I acknowledge the sincere assistance provided to me from several rather
unexpected quarters during the course of execution of this study. It would
be a mammoth task to place on record my gratitude to each and every
one of them but a whole hearted attempt would be made nevertheless,
least I be branded ungrateful.
I am extremely thankful to GUIDANCE AT COMPANY NAME , (Unit
Advisor) for giving me an opportunity to undergo training in BHARTI
AIRTEL MARKETING and making my stay at AIRTEL MARKETING a
memorable learning experience.
Where the emotions are involved words cease to work. I am deeply indebt
to ---------------------- for her encouragement, affections, valuable advice
and guidance that helped me to complete this project successfully.
EXECUTIVE SUMMARY
The project aims at understanding the Marketing strategies at Airtel and its
impact on the perception of Airtel Cellular Services.
Research has demonstrated conclusively that it is far more costly to win
a new customer than it is to maintain an existing one. And there is no
better way to retain a customer than to exceed his expectations. For this
purpose it is essential to know the level of customer satisfaction. The
focus of my research was the measurement of customer satisfaction level
for the services provided by Bharti Airtel. The research was done for the
corporate clients of Bharti Airtel. My job was not only to represent the
Corporate Sales Dept. and collect the feedback from the clients but also
to get the major complaints resolved through internal counselling. There
can be no better opportunity to interact with the external as well as the
internal customers of an organization. Finally the results of the research
verify the fact that keeping the customer satisfied is the best strategy to
not only retain the existing customers but also to expand the business to
new horizons.
TABLE OF CONTENTS
1. TELECOMMUNICATION MARKET IN INDIA 7
2. GSM MARKET IN INDIA 11
3. INTRODUCTION 23
4. TARIFF STRUCTURE 39
5. PROMOTIONAL STRATEGY 48
6. MARKET SITUATION 50
7. COMPETITIVE SITUATION 51
8. MARKETING STRATEGY ADAPTED BY BHARTI 60
9. OBJECTIVE 69
10. RESEARCH METHODOLOGY 70
11. LIMITATION 71
12. SWOT ANALYSIS 79
13. CONCLUSION 81
14. BIBLIOGRAPHY 82
15. QUESTIONNAIRE 83
ACKOWLEDGEMENT
Achievement is finding out what you would be then doing, what
you have to do. The higher the summit, the harder is the climb. The
goal was fixed and we began with a determined resolved and put in
ceaseless sustained hard work. Greater challenge, greater was our
effort to overcome it.
This project work, which is my first step in the field of
professionalization, has been successfully accomplished only because
of my timely support of well-wishers. I would like to pay my sincere
regards and thanks to those, who directed me at every step in my
project work.
I would also like to thank the faculty members and the staff members
of “R . S DISTRIBUTORS MORADABAD” for their kind support
and help during the project.
INTRODUCTION TO THE TOPIC
TELECOMMUNICATION MARKET IN INDIA
The Indian telecommunications Network with 250m telephone connections
is the fifth largest in the world and is the second largest among the
emerging economies of Asia. Today it is the fastest growing market in
the world and represents unique opportunities for UK companies in the
stagnant global scenario. Tele-density, which was languishing at 2% in
1999, has shown an impressive jump to 9.5% in 2006 and 10.5% in 2007
and is set to increase to 20% in the next five years beating the Govt.
target by three years. Accordingly, India requires incremental investments
of USD 20-25 bln for the next five years.
Private operators have made mobile telephony the fastest growing (over
164% p.a.) in India. With more than 33 million users (both CDMA and
GSM), wireless is the principal growth engine of the Indian telecom
industry. Given the current growth trends, cellular connections in India will
surpass fixed line by late 2004/early 2005. Intense competition between
the four main private groups - Bharti, Vodafone, Tata and Reliance and
with the State sector incumbents-BSNL and MTNL has brought about
a significant drop in tariffs. There has been almost 74% in cell phone
charges, 70% in ILD calls and 25% drop in NLD charges, resulting in a
boom time for the consumers.
The Government has played a key enabling role by deregulating and
liberalising the industry, ushering in competition and paving the way
for growth. While there were regulatory irregularities earlier, resulting
in litigation, these have all been addressed now. Customs duties on
hardware and mobile handsets have been reduced from 14 percent to 5
percent.
The Indian government has merged the IT and Telecom Ministries to
speed up reforms and decision on the Communication Convergence Bill to
enable the common regulation of the Internet, broadcasting and telecoms
will be taken after the new Government assumes responsibilities in may
this year. An independent regulatory body (TRAI) and dispute settlement
body (TDSAT) is fully functional.
INDIAN CELLULAR MARKET
The Bharti Group, which operates in 23 circles, continues to be the
country's largest cellular operator, with 50 lakh subscribers. BSNL, which
operates in 22 circles, has a subscriber base of 37 lakh subscribers. Thus
BSNL stands second largest cellular operator in terms of subscriber base
at the end of the fiscal ending March 31, 2007, displacing Vodafone from
the second position.
Vodafone, which operates in only eighteen circles, is the third largest
operator with a subscriber base of 32 lakh. Unlike fellow public sector
undertaking, MTNL, which operates in Mumbai and Delhi, BSNL has been
a very aggressive player in the market. "Cellular operators who expected
BSNL to go the MTNL way, were taken by surprise and did not take
effective steps to counter it, till it was too late in the day," said a telecom
analyst.
Belying fears of a slowdown in cellular subscriber acquisitions, the cell
club has reported a 7.92% growth, the highest growth in any month so
far, during March 2005. Year-on-year, the cellular subscriber base in the
country has almost doubled in March 2005, and is expanding at the rate of
25% per year thereafter.
The cellular subscriber club expanded by 21.31 lakh last month. This
is much higher than 5.9 lakh subscribers added in February 2005 and
2.13 lakh in January 2005. Idea, which operates in Seven circles, is
the fourth largest operator with a subscriber base of 17.80 lakh, higher
than BPL's 11.31 lakh subscribers across four circles. The subscriber
numbers per operator drop sharply with the sixth largest operator, Spice
Communications, having a subscriber base of 9.40 lakh, followed by
Reliance Telecom's 8.9 lakh subscribers. MTNL is the ninth largest
operator, with a base of 8.32 lakh subscribers.
While the subscriber base-jumped by 3.38% to 44.39 lakh in the metros,
subscriber base of category A circles of Maharashtra, Gujarat, Andhra
Pradesh, Karnataka and Tamil Nadu jumped by 10.18 % to reach 43.64
lakh. Category B circles of Kerala, Punjab, Haryana, Uttar Pradesh
(West), Uttar Pradesh (East), Rajasthan, Madhya Pradesh and West
Bengal recorded a jump of 10.69%, with a total base of 33.74 lakh
subscribers. Circle C has reported 12.74 % growth with subscriber
numbers jumping to 5.08 lakh.
Among the metros, while Mumbai added 1,63,180 subscribers, higher
than the 1,58,646 added by Delhi, the Capital's cellular subscriber base
of over 80 lakh is still higher than Mumbai's 66.89 lakh. While the cellular
industry has been on roll for the first three quarters of the previous
financial year with an average of 16.75 lakh monthly additions in the third
quarter, the first two months of 2007 had seen the growth slowing down.
GSM MARKET IN INDIA
Regional Interest Groups - GSM India
With a population of around 1.1 billion growing at roughly 1.7 per cent
a year, India is potentially one of the most exciting GSM markets in the
world. After two rather difficult years, the past 12 months have seen the
region's promise beginning to come to fruition. Much of this success
can be attributed to the stabilisation of the licensing and regulatory
environment.
India's telecommunications have undergone a steady liberalisation since
1994 when the Indian government first sought private investment in the
sector. More significant liberalisation followed in 1996 with the licensing
of new local fixed line and mobile service providers. However, it has
been the government's New Telecom Policy (1999) that has had the
most radical impact on the development of GSM services. 'The policy's
mission statement is 'affordable communications for all', There is a
genuine commitment to creating a modern and efficient communications
infrastructure that takes account of the convergence of telecom, IT and
media. In addition, the policy places significant emphasis on greater
competition for both fixed and mobile services.'
Competition in the mobile sector has already had a visible impact on
prices with calls currently costing less than 9 cents per minute. This
means that service costs have fallen by 60 per cent since the first
GSM networks became live in 1995. It also helps explain why a recent
Telecom Asia survey revealed that more than 70 per cent of Indian mobile
subscribers felt that prices were now at a reasonable level.
One of the challenges facing GSM operators in India is the diversity of
the coverage regions -from remote rural regions to some of the most
densely populated metropolitan areas in the world. India has more than
40 networks, which cover the seven largest cities, over 7000 towns and
several Lacs villages. Such depth of coverage has required enormous
investment from India's operators. It is estimated that more than Rs200
billion had been invested in India's GSM industry by mid-2000, a figure
that is set to be supplemented by a further Rs. 300 billion over the next
five years.
The good news is that subscriber growth is beginning to look healthy.
With India's low PC penetration and high average Internet usage -at 14-20
hours a month per user it is comparable to the US -the market for mobile
data and m-commerce looks extremely promising. WAP services have
already been launched in the subcontinent and the first GPRS networks
are in the process of being rolled out. In the year ahead, GSM India will
work with its members to realise the potential of early packet services in
anticipation of the award of 3GSM licences.
India fastest growing GSM mart
India is expected to have 145 million GSM (global system for mobile
communications) customers by 2007-08 compared to 26 million
subscribers as on March 2005, according to the Global Mobile Suppliers
Association. "For GSM, India is a success story. It is one of the fastest
growing markets with its subscriber base doubling in 2005. At this
pace, the target of 150 million subscribers by 2007-2008 is definitely
achievable," Alan Hadden, president of GSA, said at a news conference
in New Delhi. Globally, the GSM market reached 1 billion users in
February 2005, he said, adding GSM accounted for 80 per cent of the
new subscriber growth in 2005."Almost every Latin American operator has
chosen GSM. In North America GSM growth is bigger than CDMA (code
division multiple access)," he said. Commenting on the raging debate over
GSM versus CDMA in mobile services arena, Hadden said: "GSM is the
world's most successful mobile standard with over 1 billion users, and is
an open mobile standard. It also supports automatic international roaming,
which is a major contributor to business plans."
India’s GSM mobile firms’ revenue up 30 pct
India’s private telecoms firms offering GSM-based mobile services
reported a 24 percent rise in revenue in the year to March 2007 but said
future growth rates could slow because of heavy taxes on the nascent
industry. Although India’s mobile sector is the world’s fastest growing
major wireless market, it is amongst the highest taxed industries in the
country. Mobile carriers pay as much as 25 percent of their revenue as
licence fee, spectrum charges and other taxes. The Cellular Operators
Association of India (COAI) said revenue for fiscal 2003/04 stood at 83.08
billion rupees ($1.86 billion) compared with 64 billion rupees a year earlier.
According to T.V. Ramachandran, director general at COAI, “These
revenue growth rates cannot be maintained unless there is a concerted
effort by the government to cut excessive levies and allow sharing of
infrastructure”
“But the potential to do much better exists as there is still huge demand
in the sector.” Ramachandran said the sector was still losing money but
declined to elaborate. Sales jumped because of a doubling of the GSM
(Global System of Mobile Communications) user base as more people
entered the flourishing market thanks to one of the lowest call rates in
the world. But the monthly average revenue per user, a key measure
of profitability, declined 17.4 percent to 432 rupees in the fourth quarter
compared with 523 rupees in the first quarter due to a cut in tariffs and
excessive competition among companies. Growth slowing, demand
untapped: The association has not included the financial performance
and the GSM-user base of state-run firms Bharat Sanchar Nigam Ltd,
the second-ranked player, and Mahanagar Telephone Nigam Ltd,
Ramachandran said. There are 150 million GSM customers and more
than 96 million users of the rival CDMA-based mobile services in the
country.
The pace of growth in monthly additions is slowing after just 1.25 million
users took up the service in April compared with
1.9 million in the previous month and 1.63 million in February.
Ramachandran blamed the slowdown on a majority of small GSM
operators being unable to expand networks into rural swathes where
demand remained largely untapped.
“Our surpluses are not enough to cover costs of network expansion
and financing charges on loans. We are making money only to cover
operating expenses,” he said. Carriers are now subsidising handset costs
to woo users into the underpenetrated industry forecast to have more
than 250 million customers by 2007. Roughly three percent of Indians
own a mobile phone compared with about 20 percent in China. About a
dozen firms such as Bharti Airtel Ltd, 28 percent owned by Singapore
Telecommunications, Reliance Infocomm Ltd and the Indian GSM-unit of
Vodafone group battle in the hotly competitive sector.
DOES GSM HAVE THE EDGE?
GSM operators are not the only ones who are worried about the rapid
strides made by CDMA mobile players Reliance Infocomm and Tata
Indicom in the Indian cellular market?
The GSM suppliers – both handset and equipment - who incidentally also
have their other foot firmly placed in the CDMA pie, are beginning to lose
some sleep over what was earlier termed as `niche’ and `minuscule’ data
carriage market by the operators
Apart from the strong success of the two CDMA operators whose
networks are based on code division multiple access (CDMA), the
miserable showing of the four global standard for mobile (GSM) based
networks that launched general packet radio service (GPRS) service for
data connectivity in last three years, has the vendors worried. Global
mobile Suppliers Association (GSA) now believes that even though India
will primarily remain a voice traffic-led market in next two-three years, the
data traffic component will grow by 25-30 per cent, an optimism that it’s
trying to make GSM operators feel as well.
THE CDMA CHALLENGE
CDMA players had launched their services with CDMA 2000 1X-based
networks, which can give hi-speed, always-on connectivity to the Internet,
and other data services. GSM operators, on the other hand, have had
to migrate from the frustrating experience of WAP (wireless application
protocol) to GPRS, which has not significantly improved the subscriber’s
experience of surfing the Net on/from mobile.
The top brass of GSA, an organisation comprising Nokia, Siemens,
Ericsson, Alcatel and Lucent Technologies - met on Tuesday in the capital
to persuade the operators to adopt EDGE (Enhanced Data rates for GSM
Evolution) and leave GPRS behind as a dream gone sour.
Only Airtel, Vodafone, BPL Mobile and Idea Cellular had launched GPRS,
but the data transfer speeds of GPRS have been abysmal. The field
trials gave a speed of around 54 kbps, but the actual speeds have not
exceeded 14-18 kbps, a major reason why GPRS growth has been so
slow. As against the total GSM cellular base of 5.61 crore, the country
has between 2,80,000 lakh GPRS users only. In comparison, the two
CDMA operators have about 120 lakh connections. All these sets are data
compliant. Though no figures are available as to how many use these for
data services, the figure is believed to be respectable as a percentage
ratio for CDMA.
Bharti is almost there
But first, the EDGE! Bharti Cellular is close to commercially launching its
EDGE service in Delhi and Mumbai by end May or early June, sources
said. The company was the first to conduct field trials in November with its
equipment supplier Ericsson. Idea too held EDGE field trials in February
this year with its vendor Nokia. Vodafone and BPL are yet to hold the
trials. The two companies would eventually migrate to EDGE, but perhaps
after seeing the response to Bharti’s service.
EDGE holds the promise of delivering data speeds of around 170-180
kbps (as against the theoretical speed of around 380 kbps) which, if
achieved, promises the launch of many data applications. The scalable
cost of migrating from GPRS to EDGE is not too high and mainly
comprises software upgrades in case of a modern network such as Bharti
and Hutch, claimed chairman of GSA India chapter Rakesh Malik.
Will GSM maintain its headstart?
At the GSM Evolution Forum held in New Delhi, GSA president Alan
Hadden predicted that GSM growth will far outstrip CDMA as was
happening globally. He felt India could have as many as 200 million
GSM subscribers by 2007-2008, up from nine million in December 2004.
According to GSA, there are over 1.1 billion GSM subscribers worldwide
as against 250 million CDMA customers. The revenue of top 25 global
operators from data averages 18 per cent and 22 of these operators run
GSM networks. Overall, there are 76 operators in 50 countries that have
committed to deploy EDGE.
Almost every country has a GSM-based network and even those US
operators, which operated on now-defunct TDMA technology, were
migrating gradually to GSM, not CDMA, pointed out Hadden at the GSM
Evolution Forum. The Forum is a global GSA program to assist the
operators for evolution to third generation (3G) technologies. “People
are using their phones for much more than voice. Fifteen networks have
commercially launched EDGE as it can run 3G like services in the existing
spectrum for the operators without needing a 3G license. Even the
migration to a full-fledged 3G level of Wideband CDMA (WCDMA) will be
smooth with EDGE,” said Hadden.
“Besides, the automatic roaming provided by GSM networks in almost
200 countries is a power that CDMA doesn’t give you. We know for sure
that almost 20-25 per cent of the revenue for some GSM operators comes
from roaming customers,” he added. But CDMA is no pushover with Korea
and Philippines as the shining jewels in its crown. The first CDMA 2000 1X
was commercially deployed in October 2000.
Already, 81 operators have launched 77 CDMA 2000 1X networks
whereas nine have launched services based on 1xEV-DO platform across
Asia, the Americas and Europe. At least, 16 new 1X and six 1xEV-DO
networks are scheduled to be deployed in 2004, according to CDMA
Development Group. EV-DO and EV-DV are the next level of evolution on
the CDMA 2000 1X platform, capable of delivering services comparable to
3G WCDMA.
Where are the models?
What will matter a lot in this war will be the availability of EDGE compliant
handsets at affordable rates. While the two CDMA operators have been
giving out handsets that can give hi-speed data transfer, same has not
been the case with GSM. Even now, GPRS handsets have not become
commonplace and GPRS feature is found only in mid and high-end
segment handsets.
End sum game
When the networks deploy EDGE, subscribers can expect the delivery of
advanced mobile services such as easy downloading of video and music
clips, full multimedia messaging, besides high-speed Internet and e-mail
access, provided their handset supports all this.
But the real cruncher will be the migration at a later stage to 3G
technologies such as WCDMA, EV-DO or EV-DA as and when the
government decides what to do with the 3G licences. WCDMA for
example promises delivery of a phenomenal 2 megabytes per second
(mbps), equivalent to what a leased line in many middle level corporates
gives.
More importantly, WCDMA will spawn a whole new range of full motion
audio-video applications, including video telephony. GSM lobby may
continue to remain gung ho over the future of their technologies over
that boosted by the American firms Qualcomm and Motorola, but Indian
market could well throw an interesting scenario that industry experts will
do well to watch. In the coming months, Reliance plans to offer its CDMA
subscribers much more than what GSM players intend to deliver through
their EDGE for their subscribers.
Who succeeds in this battle for mobile customer’s eyeballs is most difficult
to predict. A Korea and Japan may not be waiting to happen in India, but
India will probably be more like the Chinese market with both standards
co-existing. For now, GSM rules!
INTRODUCTION
Airtel (Bharti Airtel Ltd.)
Bharti Airtel Limited was incorporated on July 7, 1995 for promoting
investments in telecommunications services. Its subsidiaries operate
telecom services across India. Bharti Airtel is India's leading private sector
provider of telecommunications services based on a strong customer
base consisting of 50 million total customers, which constitute, 44.6 million
mobile and 5.4 million fixed line customers, as of March 31, 2007.
Airtel comes to us from Bharti Airtel Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a
range of telecom services, which include Cellular, Basic, Internet and
recently introduced National Long Distance. Bharti also manufactures
and exports telephone terminals and cordless phones. Apart from being
the largest manufacturer of telephone instruments in India, it is also the
first company to export its products to the USA. Bharti has also put its
footsteps into Insurance and Retail segment in collaboration with Multi-
National giants. Bharti is the leading cellular service provider, with a
footprint in 23 states covering all four metros and more than 50 million
satisfied customers.
SERVICES
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from
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Your account balance is updated on the screen of your handset at the end
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Hello Tunes
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Copy a Hello Tune
Get the tune you want, all you have to do is call 55055 and follow the
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Forget gifting chocolates, flowers and greeting cards. Say it with a song
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Buying your favorite Hello Tune or Ring tone is as simple as recharging
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Reach us Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number, accessible
from anywhere in the country, even while roaming. You can also send us
an SMS to 121 or mail us at [email protected].
*In case of email, mention your mobile no. like, 9810012345, in the subject
of the mail for a quicker response.
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You can choose from a host of convenient payment options only with
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Standing Instructions
You can give us standing instructions to debit your credit card account for
your monthly Airtel bills. All you have to do is fill the Standing Instruction
Form and mail, fax it to us or drop it any of our relationship centres.
Electronic Clearing System
Fill an ECS form and mail, fax it to us or drop it any of our relationship
centres to directly debit your bank account for your monthly Airtel bill.
Pay while roaming
Airtel has introduced 'Anywhere payment' that offers you the convenience
of making payments while you roam. Walk in to any Airtel Relationship
Centre in the country, make payments by cash or credit card and enjoy
uninterrupted Airtel Services.
Credit limit
Your pre-set credit limit mentioned on your monthly bill helps you keep
your mobile charges in control, keeps track of your usage and ensures
that your mobile phone is not misused. Should you exceed your credit
limit, you will be informed via a voice or a non-voice message to make
an interim payment and reduce your account balance below your credit
limit. You may also choose to pay us an additional refundable deposit to
enhance your credit limit or opt for our convenient payment method of
Credit Card Standing instruction .You can also make use of ECS facility.
Strong Network Coverage
Enjoy complete clarity when calling with Airtel .It offers you world class
technology and unbreakable network coverage that spans over 23 circles
across the country.
Long Distance Calling Facility
Call long distance calls in India and Overseas with STD / ISD facility on
your Airtel phone.
Widest Roaming - National and International
Airtel's roaming service allows you to stay connected and use your mobile
phone to make or receive calls from almost anywhere in India and also
over 160 countries, abroad.
GPRS - Roaming
Use Airtel Postpaid's GPRS services, while roaming, to access the
internet and office mails (eg. BlackBerry services), from almost anywhere
in India and abroad.
Say it. In more than just words, with Services from Airtel
Airtel brings you a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and
excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification
Presentation, help you do more with your Airtel Postpaid connection!
Conference call
You can hold a teleconference with 5 people simultaneously with Call
Conferencing service from Airtel. In fact, you can set up a conference
even when the other five are using a landline phone. To know more, call
customer service at 121.
Missed call alert
A missed call alert is a SMS that you will receive for all the calls that
you missed. The SMS will detail the CLI and the time when the call was
made. To activate, dial *135*2# then press the call button and wait for the
request to be completed.
Voice Mail
When your handset is switched off, or you’re too busy to answer the
phone, Airtel Voicemail will answer your calls and record a message. The
best part is that there's no extra monthly cost for setting up Voicemail -
you just pay for the phone call when you use the service.
SMS (Short Messaging Service)
Send messages quickly and easily, using text, if it's too noisy to talk or
you don't have much time. It's the way to Share those interesting one-
liners, important reminders and rib-tickling jokes, with anyone, anytime,
anywhere in the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel
mobile phone with Subscription Services. SMS <SUB NEWS> for News,
<SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for
Sports Alerts & <SUB VAASTU> for Vaastu tips to 3333.
MMS (Multi-media Messaging Service):
Jazz up your messages with pictures, images and video clippings, with
MMS from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465
and save service settings.
Airtel Live!
Make your mobile the most happening entertainment destination with
Airtel Live! Airtel brings you the latest in entertainment and information
services, right on your phone!
Airtel Live! WAP Services: Download the latest ringtones, games,
wallpapers, videos and much more. You can also get news clips, watch
live TV and download full songs on you phone! To get Airtel Live! settings
on your phone SMS 'Live' to 56465 and save the settings that you receive
as your preferred connection. Airtel Live! Portal can be accessed from you
GPRS enabled phone, by sending a SMS 'FUN' to 56465.
Airtel Live! Voice Services: Just Dial 56465 and say the name of the
service. For e.g. say ‘Ring tones’ to download your favourite ring tones.
You can also choose a variety of content options like Live Cricket
Commentary, latest National / International News, Movie Reviews or Stock
Market Updates.
Airtel Live! SIM Services: Access loads of fun content and exciting
services like cricket, stocks, on your phone at the touch of a few buttons
with Airtel Live! SIM based Services on your SIM card menu. To download
new services on your Airtel SIM, choose the "What's new" option under
the "Airtel services" menu.
Airtel Live! SMS Services: You can enjoy a host of services by sending a
keyword as an SMS to 56465 ! Choose Astrology / Horoscope, Cricket,
Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistance
SMS ‘Help’ to 56465.
GPRS (General Packet Radio Services)
Log on to the internet, with GPRS that allows data transmission at a
higher speed. Access e-mails and internet across Airtel's pan-India
presence using 'Mobile Office' with your phone or a phone and laptop
both.
Get the EDGE
Browse the internet on your mobile phone with Airtel's EDGE services.
Enjoy live TV, enhanced WAP experience and Airtel Data Cards on our
high speed network.
Hello Tunes
Tired of that boring old ‘tring tring’ on your phone? Well now when a friend
calls, you can make them groove to the hottest new tracks burning up
the music charts with Hello Tunes from Airtel! You get a wide choice of
songs in the Popular & New Arrivals categories that are updated regularly.
What's more, you can directly call the number for your kind of music, e.g.
call 678005 for ‘English New’ and 678001 for ‘Hindi New’. This would
directly take you to your favourite artist's Hello Tunes listing.
Copy a Hello Tunes
Like a tune you want, all you have to do is call 55055 and follow the
simple voice instructions to copy your favourite Hello Tunes. Once inside
the copy feature, just key in the 10-digit Airtel mobile number you want to
copy the Hello Tune from and you get the same Hello Tune assigned to
your number.
Gift a Hello Tunes
Forget gifting chocolates, flowers and greeting cards. Say it with a song
instead! Gift a Hello Tune to that special someone. Just call 55055 and
choose the song that you want to gift. Follow the simple voice instructions
and key in the 10-digit Airtel mobile number that you want to gift the Hello
Tune to. You will get an SMS notification upon successful receipt of that
gift.
Buy Music - Airtel Music Shops
Buying your favourite Hello Tune or Ringtone is as simple as recharging
your phone with talktime. Simply walk into your nearest Airtel Shop and
walk out with your favourite song. Choose from Bollywood Hits to Indipop
Remixes, Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to
foot tapping Tamil Hits from a list of more than 18000 songs.
Reach us, Anytime Anywhere
In case you need assistance, dial '121' - our toll-free number, accessible
from anywhere in the country, even while roaming. *In case of email,
mention your mobile no. like 9810012345 in the subject of the mail for a
quicker response. TARIFF STRUCTURE
Prepaid Tariffs
Airtel Prepaid Ready Cellular Card and Recharge Cards are available, all
over the city at over retail outlets including 24-hour outlets. Airtel Prepaid
Ready Cellular Card and Recharge Cards are available, all over the city at
over retail outlets including 24-hour outlets.
Airtel Prepaid Regular
449 SUK
Pulse Rate 60 sec
Price of Pack (Rs.) Rs.449
Free Airtime on Pack (Rs.) Nil
Incoming Calls (Rs.) Free while in home network
Airtel GSM / CDMA (10 Digit)
Landline / WLL
LOCAL RATES (Rs./min) Rs.1.20 Rs.2.00 Rs.2.40
STD RATES (Rs./min) Rs.2.75 Rs.2.75 Rs.2.75
ISD (Rs./min)
USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand.
Rs.6.40
Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world
Rs.9.20
Cuba, Sao Tome & Principe, Guinea Bissau, Diego Garcia, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin
Rs.40.00
SMS (Rs.)
Local Rs.1.20
National Rs.2.00
International Rs.5.00
Other Details
*Rs 50 Local Airtel-Airtel Mobile talktime per month for 6 months * First month Airtel-Airtel credit within 72hrs of activation & balance credit by 1st week of every month)*The SMS charge as applicable is per 160 characters* Validity- 24 months.
POSTPAID
Airtel Postpaid allows you to choose from a variety of affordable talk plans,
convenient payment options and host of rich features. So get set to enjoy
a world of limitless possibilities!
Reference Tarif Packages (RTP)
ON TIME CHARGES
Activation Charges Rs. 250
Membership Fee Rs. 250
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 524
Bill plan Charge Rs. 444
Monthly Rental Rs. 150
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 99
Airtel GSM /
CDMA (10
Digit)
Landline /
WLL
Local Rates Rs. 1.99 Rs 1.99 Rs 1.99
STD RATES
50 – 200 Km
200 – 500 Km
500 + Km
ISD
USA, Canda, Europe (Fixed Line),
Austalia, Singapore, Hong Kong,
Rs. 7.20
Thailand, Malaysia, Indonesia, new
Zealand
Gulf, Europe (Mobile), SAARC
Countries, Africa & Rest of the world
Rs 9.99
Cuba, Sao tome & Principle, Guinea
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Island, Tuvalu,
Tokelau, Norfolk Island, Sakhalin
Rs. 40.00
SMS
Local Rs. 1.00
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00
Airtel One Standard 150
ONE TIME CHARGES
Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24
months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 150
Bill Plan Charge Rs. 50
Monthly Rental Rs. 150
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 50
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk Island,
Sakhalin
SMS
Local Rs 1.00
National Rs 2.00
Intentional Rs. 5.00
VAS Rs. 3.00
This Bill Plan is also available under Advance Rental of Rs. 799 for 2
years.
Local Pack
Airtel to other local mobiles (non Airtel) At Rs 1 / min
Monthly rental Rs 25 per months/-
STD Pack
Airtel to other mobiles (non Airtel) & fixed lines nos. at Rs 2 / min.
Monthly rental Rs 75 per month/-
Special offer for Airtel Telephone service customers for availing
Airtel Mobile services
If you already have Airtel Telephone service, you can buy a new
Airtel Mobile connection under Airtel One Standard 150 Plan.
Benefits:
Non security deposit.
No membership / activation fee
Enjoy calls to your Airtel fixed line no. at just 50 P / min.
Monthly rent of Rs 25 for reduced call rates to your Airtel fixed line
has been waived off for 1 year.
For details, call us 516-12345
Advance Rental benefits (1year scheme)
Pay an advance rent of Rs 499 and enjoy Airtel One Standard 150 plan at
Zero monthly rental for one year.
Advance rental of Rs 499 gives you a rental discount of Rs 150 every
month for the next 2 months. All other options and charges are as per the
existing Airtel One Standard 150 Plan.
Airtel one Standard 299
ONE TIME CHARGES
Activation Charges Rs 250
Membership Fee Rs 250 (Converts into security after 24
months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs 299
Bill Plan Charge Rs. 150
Monthly Rental Rs. 299
Clip NA
MONTHLY CHARGES (OPTIONAL)
Clip Rs. 50
Airtel GSM /
CDMA (10
Digit)
Landline /
WLL
LOCAL RATES Re. 1.00 Rs. 1.00 Rs. 1.00
STD RATES
50-200Km Rs. 2.00 Rs. 2.40 Rs. 2.40
200 – 500 Km Rs. 2.00 Rs. 2.40 Rs. 2.40
500 + Km Rs. 2.00 Rs. 2.40 Rs. 2.40
ISD
USA, Canda, Europe (Fixed Line),
Austalia, Singapore, Hong Kong,
Thailand, Malaysia, Indonesia, new
Zealand
Rs. 7.20
Gulf, Europe (Mobile), SAARC
Countries, Africa & Rest of the world
Rs 9.99
Cuba, Sao tome & Principle, Guinea
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Island, Tuvalu,
Tokelau, Norfolk Island, Sakhalin
Rs. 40.00
SMS
Local Rs. 1.00
National Rs. 2.00
International Rs. 5.00
Value Added Services (Rs.) Rs. 3.00
You also enjoy 25 FREE local mobile to mobile SMS
Senior Citizen Plan
ONE TIME CHARGES
Activation Charges Rs. 250
Membership Fee Rs. 250 (Concerts into security deposit
after 24 months)
Security Deposit NA
MONTHLY CHARGES (FIXED) Rs. 150
Bill Plan Charge Rs. 51
Monthly Rental Rs. 99
Clip NA
Cuba, Sao Tome & Principle, Guinea
Bissau, Diego Garcia, Nauru, Solomon
Islands, Vanuatu, Cook Islands,
Tuvalu, Tokelau, Norfolk Island,
Sakhalin
SMS
Local Rs. 1.50
National Rs. 2.00
International Rs. 5.00
VAS Rs. 3.00
With Senior Citizen Plan
You can take 3 Friends and Family numbers:
Airtel to Airtel (1local no.) – Rs. 0.5 / min.
Airtel to Airtel (1 STD no.) – Rs 1.5 / min
ISD calls to US / Canada / South East Asia / Australia / New
Zealand) – Rs. 9.99 / min
You also get FREE alert subscription worth Rs 30 / alert or 3 months on:
News
Astrology
Health Tips
The SMS charges as applicable is per 160 Characters.
PROMOTIONAL STRATEGY
Airtel to “Touch Tomorrow” with a new brand vision
The Bharti Mobile promoted AirTel cellular service will go in for
repositioning of its brand image. The new brand ethos is portrayed in
two distinct fashions - the tag line "Touch Tomorrow", which underscores
the leading theme for the new brand vision, followed by "The Good Life",
which underscores a more caring, more customer centric organization.
Aimed at re-engineering its image as just simply a cellular service
provider to an all out information communications services provider,
Touch Tomorrow is meant to embrace the new generation of mobile
communication services and the changing scope of customer needs and
aspirations that come along with it
The new communication is about a new dimension in the cellular category
that goes beyond the Internet, SMS, roaming, IVRS, etc but which engulfs
the whole gamut of wireless digital broadband services that will constitute
tomorrows cellular services. The new campaign is in two phases - the
first of which will communicate overall brand philosophy and the second
products and services. According to Mr. Jagdish Kini, Chief Operating
Officer, Bharti Mobile Limited, Karnataka "We are adopting a new brand-
platform - Touch Tomorrow - not only to reflect our corporate ethos but
also business strategy".
The new identity will have the logo in Red, Black and White colours along
with lower case typography to convey warmth. AirTel will incorporate the
latest branding in all of its communication and will soon be going in for an
enhanced promotional drive to establish the brand's presence.
LIFE TIME PLAN
PRE-PAID card users need not worry anymore about recharging their
coupons every month. Company has launched a plan that allows users to
take a pre-paid connection with lifetime validity for a one time payment of
Rs. 999. Subscribers availing themselves of this scheme will also get full
talk time for the recharge coupon they purchase and also have the option
to buy Taiwanese manufactured Bird mobile handsets for as low as Rs.
1,399.
The move is aimed at stopping the churn in the pre-paid subscriber base.
Once a subscriber takes this plan, he will always be an Airtel subscriber
whether the mobile is being used or not.
MARKET SITUATION
At the time of launch
The first mover in the market was Airtel which launched its services
in Delhi in Aug 1995 (Informal launch). Essar Cellphone followed by
launching its services informally in Oct 95. At this point of time, the market
was at a nascent stage, awareness level was low and both operators
independently tried to spread awareness and educate the people
Once the networks were commercially launched, it became a number
game with a multitude of schemes being offered to woo customers Initially
the cellphone was perceived as a status symbol and utility took a back
seat The target segment in Delhi were corporate and the high income
group. The average capacity installed was for 1.5 lakh subscribers.
This coupled with the steep license fee paid to DOT put pressure on
the operators to break-even by rapidly expanding their markets. In the
first two years, this led to a number of schemes being offered and prices
crashing.
COMPETITIVE SITUATION
Airtel launched its services before Essar and skimmed the market picking
up the bulk of the high usage premium clients. This is a very competitive
industry with the two companies differentiating either on value-added
services or price. Airtel is perceived as the high quality provider and has a
premium image. Essar, on the other hand, is perceived as the lower end
service provider. Airtel positions itself as the market leader on the basis of
the number of subscribers. Essar is trying to counter this by emphasising
on the reach of its network and the quality of its service. However, Essar
is somewhat not been very successful largely due to the inconsistency in
advertising
To promote themselves, both the players have been dependent on
tactical advertising However, they have restrained from using comparative
advertising Hoardings have been a very popular medium for carrying the
advertisements Airtel has also been advertising on television using the
Bharti Telecom name.
SALES DEPARTMENT AND STRATEGY
A. Major Accounts (Direct Channel)
• Handles corporate (named and famed) accounts
• Forecasting of sales
• Mapping the accounts
• Providing after sales support to the subscribers.
• Maintaining call reports for records.
• Providing Feedback to the marketing department regarding the
requirement of the market.
B. IDC (indirect Channel)
• Handling distribution
• Maintaining records and level check of the channel partner
• Liaisoning between the channel partner and the company.
• Target achievement
• Training the executives of the channel
C. Distribution Support
1. Logistics
• Monitor handset and SIM card requirements of channel
partners and co-ordinate with stores
• Settle areas of concerns such as incentive claims of channel
partners
2. Rental
• Provide cellular services (SIM cards) on rent.
• Provide cellular phones on rent
• Useful for people visiting Delhi for a short interval.
3 Telesales
• Call customers and generate sales lead.
• Follow up with the customers, if they need any assistance
• Pass on the sales lead to the channel department.
4 Audit
• Consultant to the AirTel showrooms.
• Monitor the operations at the AirTel distribution outlets Organize
training.
5. Retail
• Locate shops to open retail counters.
• Monitor the retail counters.
MARKET SEGMENTATION
Segmentation is beneficial because of better predictability of the target
consumer group, minimization of risk exposure, better ability to fine-tune
a product / service to the requirement of target buyer and the resultant
ease in designing a proper designing marketing mix strategy In this case
segmentation is on the bade of income.
In evaluating different market segments the company looks at two
factors The overall attractiveness of the segments and the company's
objectives & resources The present market for Cellular phones, pagers
and conventional phones is as follows
Premium Middle EconomyUpper Lower Upper Lower Upper Lower
Cellular Phones X X X - - -Pager X X X X - -Conventional Phones
X X X X X -
X Market Segment Targeted
TARGET MARKET SEGMENT
Airtel has targeted the premium and upper middle class. The rationale
behind it is that only those segments should be targeted who value time
and have the paying capacity. It Is also planning to target the business
tourists during their stay in the capital
About 60% of the clientele are top executives of corporate houses. About
15% are foreign organisations and the rest are professionals and small
businessmen. During the introduction stage there was intense pressure to
get consumers across to hook up with their brand, because getting them
to switch brand loyalty later would be hard
So far Airtel marketers have been concentrating totally on the business
executive class but now that the basic viable volumes has beer) built up
and prices have declined to a certain extent they are planning to venture
further a field.
POSITIONING
The product is sought to be positioned as a business efficiency
tool. a lifestyle revolution and a status symbol The emphasis is to
remove misconception that the cellphone is an expensive means of
communication and drive home the point that the cellphone is actually a
day-to-day utility
PRODUCT POLICY AND PLANNING
The product or service is the heart of the marketing mix. Without a
product or a service customers' needs cannot be satisfied.
The basic product promise by Airtel is mobility. Airtel's main marketing
strategy is to be a first mover all the time. It has recognised the
significance of making the first move-- because in the field of
Communication & Information Technology changes occur at a tremendous
pace.
Effective product segmentation has to be carried on continuously because
basic services can be and will be copied and in time become expected
component of the product. Airtel seeks to carry out this segmentation
through provision of new information services and making new facilities
available. The product policy and planning depends on the stage of the
product life cycle. At present the cellular phone market has reached the
maturity stage. Since, the premium segment is nearing saturation the
company targeting the upper middle and middle-middle class. In order to
do so Airtel is trying to optimise the price performance package by offering
suitable "product bundling".
This involves the selection of the suitable hardware (handset) and its
software (its services.) with reasonable price in order to deliver maximum
price performance to its customers. In addition, it offers free Airtime
services and other concessions to make the prices and thus the product
more attractive. It has also opened a 24 hours customer service.
Only price doesn't serve as an effective differentiator, value added
services become the effective differentiator.
The "Value Added Services" provided from Airtel are:-
1). Voice Mail service
This system is similar to the answering machine - if the user is not able to
answer a call for some reason the caller can leave messages in the voice
mail box which can be later retrieved by the user
ii) Short Message Service
The short message service is like a two-way pager. It gives an option of
sending and receiving text messages directly from one mobile phone to
another without the intervention of an operator.
iii) Mobile Fax 1 Data Service
This service helps the subscriber to send and receive Faxes, access E-
mail, download computer files from other systems and remotely log on to
another computer and surf the Internet.
iv) Cash Card
The cash card is a pre-paid and pre-activated card which allows the
buyers to buy air time in advance. All it requires is the payment of an
initial amount. This is a useful service for people who travel to Delhi often
and those who want to control the expenses on their calls.
v) Caller ID
Displays calling person's number.
vi) Outgoing call restriction
To prevent or limit outgoing calls, for example, in peak hours. Also
possible to exclude one or several countries, or any geographical region,
to permit only local calls, or to limit the outgoing calls to a listed number.
viii) Call forward
Incoming calls can be forwarded to another fixed or mobile phone.
Besides these some other services provided by Airtel are - Call
conferencing, Call Broadcast et cetera.
It is in the operators -Interest that they not only get many subscribers but
also get them to use the mobile facility frequently. In the early stages
getting increases to subscribe may be easier than getting them to talk
since they will find it costlier to use the mobile phone as compared to a
conventional phone [if is believed that initially cellphones would be used
buy]
viii) Roaming Facility
Roaming facility is available while the subscriber is travelling. The
billing is done in the home network (Delhi). Roaming facility is available
manually* as well as semi-automatically. Once a subscriber is In any
other city or country, where a GSM network is available, simply insert the
SIM card of the local operator Into your handset and start talking.
* Manual Roaming means a separate SIM card is provided for each
city
** Semi automatic roaming means one card has the facility for
different cities.
AIRTEL'S MARKETING ORIENTATION.
Since this is a high-involvement expensive product, the service provider
has to fully take care of the customers.
a) They take personal responsibility to "get" the answer for any
problem faced by the customer
b) They anticipate customers' problems and take pro-active steps to
prevent them
c) They give answers to the questions & requests, quickly & efficiently.
d) They have a positive tone & manner while interacting with
customers.
e) They end the interaction on a positive or a humorous note-making
the last 30 seconds count.
Airtel realises that attracting people 'Is easy but converting them into loyal
customers is hard, hence emphasis is on maintaining a 'Smiling and a
Friendly Atmosphere' to please and retain the customer.
PRICE AND PRICING POLICY
AIRTEL has realised that the Indian market is price sensitive. Therefore
it care of the has come up with various innovative tariff schemes to take
needs of different category of customers- Generally, the cellular services
are more expensive than the land line based telephone services. This is
due to the reason that the operating companies are required to pay a fee
to the government for using airtime.
MARKETING STRATEGY ADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile phone
service, Airtel. Besides print advertising, the company had put up large no
of hoardings and kiosks in and around Delhi.
The objective behind designing a promotion campaign for the ‘Airtel’
services is to promote the brand awareness and to build brand
preferences.
It is trying to set up a thematic campaign to build a stronger brand equity
for Airtel. Since the cellular phone category itself is too restricted, also
the fact that a Cellular phone is a high involvement product, price doesn't
qualify as an effective differentiator. The image of the service provider
counts a great deal. Given the Cell phone category, it is the network
efficiency and the quality of service that becomes important. What now
the buyer is looking at is to get the optimum price-performance package.
This also serves as an effective differentiator
Brand awareness is spread through the' campaigns and brand preference
through brand stature. Airtel's campaign in the capital began with a series
of 'teaser' hoardings across the city,' bearing just the company's name
and without explaining what Airtel was. In the next phase the campaign
associated Airtel with Cellular only thereafter was the Bharti Cellular
connection brought up. Vans with Airtel logos roamed the city, handing
out brochures about the company and its services to all consumers.
About 50,000 direct callers were sent out. When the name was well
entrenched in the Delhiites’s mind, the Airtel campaign began to focus on
the utility of Cellphone. In the first four months alone Airtei's
advertisement spend exceeded Rs. 4 crores.
As of today the awareness level Is 60% unaided. This implies that if
potential or knowledgeable consumers are asked to name a Cellular
phone service provider that is on the top of his/her mind 60% of them
would name Airtel. As for aided it -is 100% (by giving clues and hints
etc.).
Brand strength of a product or the health of a brand is measured by the
percentage score of the brand on the above aided and the unaided tests.
The figures show that Airtel is a healthy and a thriving brand.
Every company has a goal, which might comprise a sales target and a
game plan with due regard to Its competitor. Airtel 's campaign strategy
is designed keeping in mind its marketing strategy. The tone, tenor and
the stance of the visual ads are designed to convey the image of a market
leader in terms of its market share. It tries to portray the image of being
a "first mover every time" and that of a "market leader".
The status of the product in terms of its life cycle has just reached the
maturity stage in India. It is still on the rising part of the product life cycle
curve in the maturity stage.
The diagram on the left hand side shows the percentage of the users
classified into heavy, medium and low categories. The right hand side
shows the revenue share earned from the three types of users.
Airtel, keeping in mind the importance of the customer retention, values
its heavy users the most and constantly indulges in service innovation.
But, since heavy users comprise only 15 - 20% of the population the other
segment cannot be neglected.
The population which has just realised the importance of cellular phones
has to be roped in. It is for this reason that the service provider offers a
plethora of incentives and discounts. Concerts like the "Freedom concert"
are being organised by Airtel in order to promote sales. The media
channel is chosen with economy in mind. The target segment is not very
concrete but, there is an attempt to focus on those who can afford. The
print advertisements and hoarding are placed in those strategic areas
which most likely to catch the attention of those who need a cellular
phone. The product promise (which might cost different 1 higher) is an
important variable in determining the target audience.
Besides this, other promotional strategies that Airtel has adopted are .
(i) People who have booked Airtel services have been treated to
exclusive premiers of blockbuster movies. Airtel has tied up with
Lufthansa to offer customer bonus miles on the German airlines
frequent flier's programs.
(ii) There have been educational campaigns, image campaigns, pre
launch advertisements, launch advertisements, congratulatory
advertisements, promotional advertise-ments, attacking
advertisements and tactical advertisements.
DISTRIBUTION
The- company whose operations are concentrated in and around
Delhi. It 27 Franchisees and 15 Distributors- They also have 8 'instant
access cash card counters- Each franchises or distributor can have any
number of dealers under him as long as the person is approved by the
Airtel authority. Each franchises has to invest Rupees Ten Lakhs. to
obtain a franchise and should employ an officer recruited by Airtel. This
person acts as an liaison between the company and the franchises. The
franchises can it any number of dealers as long as their territories do
not overlap. But unfortunately Airtel has not been very successful in
Company
Franchisee Distributor
Dealers Dealer
Customer Customer
controlling territorial overlaps of dealers. The franchises can carry out his
1 her own promotional strategy. For this the. company contributes 75% of
the money and the franchises contributes 25% of the money. The dealers
under the franchisee receive the same commission. The franchises and
the dealer obtain the feedback from the customers and they are sent
through the liaison officer on a day-to-day basis to Airtel. The dealer has
to invest Rupees. One Lakh as an initial investment. The dealer of Airtel
are not allowed to provide any other operators' service.
Target set for distributors and the dealers is 100 -150 activations per
month. Hence the dealers can also go for their own promotions like
banners and discounts on festivals etc. The dealer provides service
promptly. The consumer on providing the bill of purchase for the handset
and proof of residence has only to wait an hour before getting connected.
The staff of the dealers and the franchisees are provided training by the
Airtel personnel.
The complaints encountered by the franchisees and dealers are either
handset being non-functional or the SIM Card not getting activated.
Anything more complicated is referred to the main Airtel office in Delhi.
WHAT DOES AIRTEL OFFER?
With Airtel, the subscriber wouldn't just get a personal phone that lets him/
her be in touch, always, but also gets a host of benefits that let him/her
manage his/her time like never before.
An Airtel subscriber is provided with a Subscriber Identity Module Card
(SIM card) - that is the key to operating his/her cellular phone. His card
activates Airtel cellular services and contains a complete micro-computer
chip with memory to enable one to enjoy one's cellular phone thoroughly.
Each SIM card contains a PIN code (Personal Identity Number) which
may be entered by one. Just plug your SIM card into your cellular phone,
enter the PIN code and it becomes 'your' personal phone'.
PRODUCT LIFE CYCLE
The pattern of cellphone subscriber growth observed elsewhere in the
world reveals that the growth in the market is Initially slow followed by a
sharp acceleration, but so far that has not happened in India. As far as
the Product Life Cycle is concerned. Indians are at the beginning of the
maturity stage.
Introduction Growth Maturity
MARKETING OBJECTIVES
Create product
awareness and trial
Maximise market share Maximise profits whole
defending market share
Strategies
Product Offer a basic
product/ service.
Offer value added
services
Increase in
number of value
added services.
Price Charge cost- plus Price to penetrate
market
Price to match or
best competitors
Distribution Build selective
distribution
Build Intensive
distribution.
Build more
intensive
distribution.
Advertising Build product
awareness
among early
adopters and
Build awareness
and interest in the
mass market
Stress brand
differences and
benefits.
dealers.
Sales Promotion Use heavy sales
promotion to
entice people to
subscribe.
Increase to build
and maintain
relationships with
customers.
Increase to
encourage brand-
switching.
OBJECTIVES OF THE STUDY
Objectives:
• To study the importance and development of tele – communication
industry in today’s scenario.
• To understand the various Marketing Strategies which Airtel has
adopted to survive in highly competitive cell phone industry.
• To make a comparative study of the major players in Indian Service
Provider.
RESEARCH METHODOLOGY
The methodology adopted for this project is exploratory in nature since
there is no hypothesis that has to be tested. The conclusions have been
drawn by exploratory research work.
There have been two sources of information collected:
a) Primary Sources
I have met retailers of the Airtel of the company and have been able to get
first hand information regarding the product, its features and the buying
patterns of the product. Their input has been valuable.
b) Secondary Sources
Secondary source has played a vital role to play in this report. A good
amount of data has been collected from various published articles and
reports found in magazines and journals. Another vital source has been
the Internet and particularly the companies own website.
LIMITATIONS
Every attempt will be taken to obtain the error free and meaningful result
but as nothing in this world is 100% perfect I believe that there will still the
chance for error on account of following limitations-
(1) Respondent’s unavailability.
(2) Time pressure and fatigue on the part of respondents and
interviewer.
(3) Courtesy bias.
FINDINGS
1. Do you believe that India is potentially one of the most exciting mobile
service providers in the world?
Company Yes No
Airtel 4 1
Vodafone 4 1
Idea 4 1
MTNL 4 1
As according to the above table 16 (80%) out of the total 20 interviewed
people in all the above four specified Indian mobile service providers are
of belief that India is potentially one of the most exciting mobile service
providers in the world, whereas some 4 (20%) of them do not agree to this
view.
2. Do you find that the government’s telecom policy has had the most
radical impact on the development of mobile service providers?
Company Yes No
Airtel 4 1
Vodafone 3 2
Idea 3 2
MTNL 5 --
As according to the above table 15 (75%) out of the total 20 interviewed
people in all the above four specified Indian mobile service providers find
that the government’s telecom policy has had the most radical impact on
the development of mobile service providers, whereas some 5 (25%) of
them deny this.
3. Do you believe that one of the challenges facing mobile operators in
India is the diversity of the coverage regions?
Company Yes No
Airtel 2 3
Vodafone 3 2
Idea 3 2
MTNL 2 3
As according to the above table 10 (50%) out of the total 20 interviewed
people in the mobile service providers are of belief that one of the
challenges facing mobile operations in India is the diversify of the
coverage regions, whereas interestingly another 10 (50%) of them deny
this.
4. To what extent, does you find that mobile service providers is a very
complex standard?
Company To some extent
(1-5)
To great extent
(6-10)
Airtel 3 2
Vodafone 2 3
Idea 2 3
MTNL 3 2
As according to the above table 10 (50%) out of the total 20 interviewed
people in all the above four major the mobile service providers in Indian
Cellular industry find only to some extent that GSM is a very complex
standard, whereas the another 10 (50%) respondents find to great extent
that mobile service providers is a very complex standard.
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling the
requirements for a personal communication system?
Company Yes No
Airtel 9 1
Vodafone 8 2
Idea 8 2
MTNL 5 5
As the above shows 30 (75%) out of total 40 respondents are of the belief
that mobile service providers comes close to fulfilling the requirements for
a personal communication system, whereas 10 (25%) of them are in no
way to this belief.
2. Do you find that mobile service providers as the most exciting and
satisfying mobile standard?
Company Yes No
Airtel 9 1
Vodafone 7 3
Idea 8 2
MTNL 8 2
As the above shows 32 (80%) out of total 40 respondents find that mobile
service providers as the most exciting and satisfying mobile standard,
whereas the remaining 8 (10%) respondents deny this.
3. Do you believe that your service provider has a genuine commitment to
creating a modern and efficient communications?
Company Yes No
Airtel 10 --
Vodafone 8 2
Idea 10 --
MTNL 8 2
As the above shows 36 (90%) out of total 40 respondents are of the belief
that their service providers have a genuine commitment to creating a
modern and efficient communications whereas the remaining 4 (10%)
respondents deny this.
SWOT ANALYSIS
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.
Thus opportunity to wipe it out.
• 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
CONCLUSION
From above the details I conclude that 70% Airtel users preferred
to remain with Airtel. Also good no. 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 now
providing more services like the door to door services which is you dial
the Airtel customer care and would like to send someone flowers the Airtel
company delivers those flowers to the person concerned. Also Airtel is
providing free text messaging service and free voice mail service. Call
conferencing is also another feature Airtel provides.
BIBLIOGRAPHY
• Bernard J. T. Mallinder. Specification Methodology Applied to the GSM
System. In EUROCON 88, June 2005.
• Seshadri Mohan and Ravi Jain. Two User Location Strategies for
Personal Communication Services. IEEE Personal Communications.
1(1), 1994.
• Moe Rahnema. Overview of the GSM System and Protocol
Architecture. IEEE Communications Magazine. April 1993.
• C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V
Macario, editors, Cellular Radio Systems, Artech House, Boston, 1993.
• Robert G. Winch. Telecommunication Transmission Systems.
McGrawHill New York, 1993.
• Vodafone
• Airtel
• Idea
• MTNL
QUESTIONNAIRE
NAME: ____________________________________
ADDRESS: ____________________________________
OCCUPATION: ____________________________________
1. Do you believe that India is potentially one of the most exciting mobile
service providers in the world?
Company Yes No
Airtel
Vodafone
Idea
MTNL
2. Do you find that the government’s telecom policy has had the most
radical impact on the development of mobile service providers?
Company Yes No
Airtel
Vodafone
Idea
MTNL
3. Do you believe that one of the challenges facing mobile operators in
India is the diversity of the coverage regions?
Company Yes No
Airtel
Vodafone
Idea
MTNL
4. To what extent, does you find that mobile service providers is a very
complex standard?
Company To some extent
(1-5)
To great extent
(6-10)
Airtel
Vodafone
Idea
MTNL
CONSUMER LEVEL
1. Do you believe that mobile service providers comes close to fulfilling the
requirements for a personal communication system?
Company Yes NoAirtelVodafoneIdeaMTNL
2. Do you find that mobile service providers as the most exciting and
satisfying mobile standard?
Company Yes NoAirtelVodafoneIdeaMTNL
3. Do you believe that your service provider has a genuine commitment to
creating a modern and efficient communications?
Company Yes NoAirtelVodafoneIdeaMTNL