kuldeep singh airtel
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EXECUTIVE SUMMARY
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Executive Summary
The Project is aimed To Study the Business Buying Behavior of the
Organization with Response to Airtel Post-paid Services. It is an attempt to understand
the Buying behavior of the organization and getting feedback of customers. There is high
degree of competition in the Telecommunication and Information Technology sector. The
intense competition makes the companies to take the necessary steps. To retain their old
retailers and customers as well as attract new ones. In the environment of theadvancement of the technology the companies are trying hard to keep the pace with the
latest development .
There are following cellular services providing in Maharashtra and Goa circle namely:-
Airtel
BSNL
IDEA
RIM
Tata Indicom
Vodafone
There is a stiff competition between these players. So everyone has to be on their
toes to be the number one. According to the survey conducted in Maharashtra and Goa
circle Airtel is the market leader with nearly 4.35 million subscriber followed by BSNL
which has around 3.15 million subscribers as on 31 st May 2008.
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The government of India recognize that the provision of the world-class
telecommunications infrastructure and information. That the key to rapid economic and
social development of the country. It is critically not only for the development of the
Information technology industry, but also has widespread ramification on entire economy
of the country. It is also anticipated that going forward, a major part of the GDP of the
country would be contributed by this sector. Accordingly, it is of vital importance to thecountry that there be a comprehensive and forward looking telecommunications policy
which creates an enabling framework for development of this industry.
Telecommunication market is flooded with players and it is imperative for every
company to study buying behavior of corporate sector buyers because there are high uses
of post-paid services. And if they are not satisfied with them, where is the problem and
what measures should be taken to overcome those problems. The company should take
steps to keep customers happy so that the customer retains faith in the company.
This analyzed data was later on converted into the form of graphs, such as pie
chart, bar graphs etc. This was to make result easily comprehensible by anyone going
through the report. This also made it easy to draw conclusion based on the research and
provide a presentable format of the report. On the basis of the analysis the suggestion are
also given.
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OBJECTIVE OF THE STUDY
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Title of the project
To remain ahead in the competition it is always necessary to study buying Behavior
of the market and understand its needs. It is always necessary to study the
satisfaction of the customer and also to find out what are the expectations of the
customers. With these things in mind the project undertaken was To Study the Business
Buying Behavior of the Organization with Response to Airtel Post-paid Services.
The project would help to analyze the factors that influence the corporate
employees to select a particular service.
It would also help in finding out the market concentration of the various service
providers.
It would thus help in serving the corporate employees better and also enhance the
sales in the corporate sector.
The corporate sector was chosen because, working in the corporate sales team the
entire focus was on the corporate segment and hence the project was undertaken to study
this segment. The corporate segment is a very important segment as there thousands of
employees working and these are the most frequent cellular service users. The corporate
employees are offered special features and services according to their requirements.
The information required consists of primary data, which includes data related to
factors influencing the selection of particular service provider according to the priority of
the corporate employee.
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The surveyed segment of market includes the corporate employees working in the Pune
region.
The research approach used was that of survey and research instruments used was
questionnaire. The sampling plan includes, sampling units, which were the corporateemployees working in Pune. The contact method used is that of Personal interview and
E-mail.
Objectives of the study:-
To find out the ratio of mobile users and non mobile users in the corporate sector
in Pune.
To find out the concentration of the GSM service providers in the corporate
market.
To find out the most influencing factor while selecting a particular service
provider.
To know the customer preferences.
To find out the factors affecting in decision making to business buyers.
There are around more than 60% mobile users in the corporate sector in Pune
region. To find out the most effective and popular medium through which people
become aware of the various plans and schemes they are using.
To find out the percentage of switchers in the past and the reasons for the same.
To find out the problems of present users in corporate sector.
To find out the percentage of people who are loyal to a particular service
provider.
To find out reason from the people for not using a mobile phone.
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Benefits of the study:-
1. The benefits of the study will be for the company as it would know the variousreasons and factors that influence a person to select a particular service provider.
2. It would also know the satisfaction level of the customers and can take action
accordingly.
3. The study would also help the customers as the company would work towards
providing a better service to the customers.
Scope of the study:-
Pune is a very huge base for several industries. It has various types of industriesfrom the public sector as well as the private sector. There are many engineering and
manufacturing industries. Automobile companies are also existent in Pune for a long
time. The service industry is also very prominent in Pune. Here we find many banks and
Insurance companies also. In the past few years this city has seen a tremendous increase
in the software industry. Pune is one of the hubs for software development. It is also the
centre for many call centers and BPO (Business process Outsourcing) services. Hence
Pune is a corporate centre with many companies from varied fields. Thus it was
important to understand the factors that influence the employees of these companies
while selecting a particular GSM service as it would help the company focus on this
segment and provide better service to them. The company also has a strong customer
base from these companies so it was essential for the company to also find the
satisfaction level of these customers. Thus the project aims at finding the factors selection
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of a particular service and also the satisfaction of the corporate employees. This would
help in enhancement for the company and provide a better service to the customers.
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INTRODUCTION
Introduction of Indian Telecom sector
The industry is considered as having the highest potential for investment in India.The growth in demand for telecom services in India is not limited to basic telephone
services. India has witnessed rapid growth in cellular, radio paging, value added services.
This is expected to soar in the next five years.
Recognizing that the telecom sector is one of the prime movers of the economy,
the Governments regulatory and policy invites have also been directed towards
establishing world class telecommunications infrastructure in India. The telecom sector in
India therefore offers an ideal environment for investment.
The telecommunications initiative in the country is lead by Minister of
Communications through the Department of Telecommunication $ Department of
Telecom services and its undertaking for provision of basic telephone services, national
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and international long distance communications, manufacture of complete range of
Telecom equipment, research and development, and consultancy services. The telecom
Commission performs the Executive and policy making functions. The Telecom
regulatory authority of India performs the functions of an independent regulatory body.
About GSM:-
The most prevalent wireless standard in the world today, is GSM. The GSM association
(Global system for Mobile communications) was introduced in 1987 to Promote and
expedite the adoption, development, deployment and evolution of the GSM standard for
digital wireless communications.
The GSM association was formed as a result of European community agreement on the
need to adopt common standards suitable for cross border European Mobile
communications.
Starting of primarily as a European standard, the Group special Mobile as it was then
called, soon came to represent the Global system for Mobile communications as it
achieved the status of world-wide standards. GSM is today, the worlds leading digital
standard accounting for 70% of the global digital wireless market.
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The Indian Government when considering the introduction of cellular services into the
Country, made a landmark decision to introduce the GSM standard, leapfrogging
Obsolescent technologies /standards.
Although cellular license were made technology neutral in September 1999, all the private operators are presently offering only GSM based mobile services. The new
licenses for the 4 th cellular licenses that were awarded in July 2001 too, have adopted for
GSM technologies to offer their mobile services.
The GSM standard for digital cell phones was established in Europe in the mid-1980s--
long before digital cellular phones became common place in American culture.
It is now possible to locate a person using a cellular phone down to a range of a few
meters, anywhere on the Globe.
About Airtel
Airtel cellulars antecedents date back to 1995 that time it is known to the named by
BTVL (Bharti tele venture limited) and named changed in early 2006 to Bharti Airtel.
It is established by Sunil Mittal Bharti.
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is India 's
largest Telecom Business operator with more than 64.4 million subscribers as of April 2008.
It also offers fixed line services and broadband services. It offers its TELECOM services
under the Airtel brand and is headed by Sunil Mittal . The company also provides telephone
services and Internet access over DSL in 14 circles. The company complements its
mobile, broadband & telephone services with national and international long distance
services. The company also has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore. The company provides
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end-to-end data and enterprise services to the corporate customers through its nationwide
fiber optic backbone, last mile connectivity in fixed-line and mobile circle. Bharti
enterprises are public listed company, and its revenue is $6 billion. In July 2007 the
company announced to the collaboration with Nokia-Siemens for a $900 million
expansion of its mobile and fixed network. Vision of the company is 125 million
customers on 2010.President of Bharti Airtel is Manoj Kohli, and Joint Managing
Director is Rajan B. Mittal. Airtel has three BSU unit respectively Mobile, Broadband
and telephone enterprises.
The total customer of Airtel as on 31 st May 2008 is 66825935.The company
will invest up to $3.5 billion this Fiscal 2007-08 in network expansion. In Mar 2008
Bharti Airtel will rollout 3G service in Sri Lanka In associated with SingTel, which stake
is 30% in Airtel
The study has revealed the following results:-
The Market share of following GSM services in India is following:-
Group Company Total Subscribers
Airtel(GSM) 66825935
Reliance (CDMA + GSM) 48696295
Vodafone Essar(GSM) 47466853
BSNL(GSM) 36997418
IDEA(GSM) 26140643
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Tata (CDMA) 25476062
Aircel(GSM) 11491986
Spice(GSM) 4497675
MTNL(GSM + WLL) 3350437
BPL(GSM) 1331261
HFCL (CDMA) 326150
Shyam (CDMA) 108396
Total (All India) 272709111
The market share in percentage of the various GSM service providers in the corporatesector of India is as follows:-
Airtel: - 24.50% Tata Indicom: - 9.34%
BSNL:-13.57% Vodafone: - 17.41%
Idea:-9.59% Others:-7.73%
Reliance (GSM+CDMA):- 17.86%
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Market Shar
Airtel
BSNL
Reliance(GSM+CDMA)
Idea
Vodafone
Tata Indicom
Others
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PROFILE OF THE COMPANY
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Historical prospective of Bharti Airtel:-
Sunil Bharti Mittal:-
Chairman& Managing Director since October 2001
Board director since: July 1995
Age: 49 years
Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel Ltd. Head
quartered at New Delhi, India.
Bharti Airtel, Indias leading private integrated telecom company has been at the
forefront of the Telecom revolution and has transformed the telecom sector with its
world-class services built on leading edge technologies. Bharti has been a pioneering
force in the telecom sector and today enjoys a strong nationwide presence.
Sunil started his career at a young age of 18 after graduating from Punjab Universityin India and founded Bharti, with a modest capital, in the year 1976. Today, at 49 he
heads a successful enterprise, amongst the top 5 in India, with a market capitalization of
over US$ 40 billion and employing over 30,000 people.
Bharti has grown successfully in partnership with various leading companies of the world
- Singapore Telecom, Vodafone, Warburg Pincus, British Telecom to name a few. The
other businesses in the group are consumer electronics (Bee tel), life insurance with AXA
of France (Bharti AXA), and a joint venture with the Rothschild group to develop Indianhorticulture and export fruits and vegetables to the world (Field Fresh) Bharti has
recently entered into a JV with Wal-Mart for setting up supply chain, logistics and cash
and carry to support the burgeoning retail market in India.
Sunil is an alumnus of Harvard Business School, MA, USA .
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Sunil has been conferred one of the highest civilian award Padma Bhushan .
Sunil has been conferred the degree of Doctor of Science (Honoris Causes) by the G B
Pant University of Agriculture & Technology.
Sunil is an Honorary Fellow of The Institution of Electronics and Telecommunication
Engineers (IETE)".
Sunil is the Honorary Consul General of the Republic of Seychelles in New Delhi, India.
Bharti Enterprises, India's leading telecom conglomerate, has been at the forefront of
technology and has revolutionized telecommunications with its world-class products and
services. Established in 1976, Bharti has been a pioneering force in the telecom sector
with many firsts and innovations to its credit. Bharti has many joint ventures with
telecom leaders like SingTel, Singapore; British Telecom, UK; E.M.Warburg Pincus,
USA; Talia, Sweden and New York Life International, USA.
Bharti Airtel was founded in 1995, to the name of BTVL (Bharti Tele Venture
Limited).Its head quarter is in New Delhi. It is Public listed company on BSE. The named
changed to Bharti Airtel in early 2006.
Bharti Tele-Ventures Limited (BTVL) is India 's largest Telecom Business operator with morethan 64.4 million subscribers as of April 2008. It also offers fixed line services and
broadband services. It offers its TELECOM services under the Airtel brand and is headed
by Sunil Mittal . The company also provides telephone services and Internet access over DSL
in 14 circles. The company complements its mobile, broadband & telephone services
with national and international long distance services. The company also has a submarine
cable landing station at Chennai, which connects the submarine cable connecting Chennai
and Singapore. The company provides end-to-end data and enterprise services to the
corporate customers through its nationwide fiber optic backbone, last mile connectivity in
fixed-line and mobile circles, VSATs, ISP and international bandwidth access through
the gateways and landing station.
Airtel is a brand of telecommunication services in India operated by Bharti Airtel.
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Airtel is the largest cellular service provider in India in terms of number of
subscribers. Bharti Airtel owns the Airtel brand and provides the following services
under the brand name Airtel: Mobile Services (using GSM Technology), Broadband &
Telephone Services ( Fixed line , Internet Connectivity(DSL) and Leased Line), Long
Distance Services and Enterprise Services (Telecommunications Consulting for
corporate). It has presence in all 23 circles of the country and has the covers 71% of the
current population till FY07.
Leading international telecommunication companies such as Vodafone and SingTel held
partial stakes in Bharti Airtel.
In April 2006 Bharti Global Limited was awarded a telecommunications license
in Jersey in the Channel Islands by the local telecommunications regulator the JCRA . InSeptember 2006 the Office of Utility Regulation in Guernsey awarded Guernsey Airtel
with a mobile telecommunications license. In May 2007 Jersey Airtel and Guernsey
Airtel announced the launch of a relationship with Vodafone for island mobile subscribers.
In July 2007, Bharti Airtel signed a MoU with Nokia-Siemens for a 900 million dollar
expansion of its mobile and fixed network. In August 2007, the company announced it
will be launching a customized version of Google search engine that will provide an 'array
of services' to its broadband customers.
In March 2008, Bharti Airtel will roll out third generation services in Sri Lanka in
association with SingTel . This is because Singapore-based Asian telecom major SingTel,
which owns a little over 30% in Bharti Airtel, is a major player in the 3G space as it has
already third generation networks in several markets across Asia.
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Organization culture of Bharti Airtel:- Organization Culture is a Dynamic system of shared values, beliefs, philosophies,
experiences, habits, behavior that give an organization its distinctive character.
This excellence extends beyond technology roles, and is equally important to how
we manage and sustain this rapid growth.
The spirit of innovation and excellence.
The opportunity for cross-functional moves.
Taking a risk on new ideas and giving us ours own creativity space to operate in.
External training courses are sponsored to ensure that the objective of offering continuous
professional development is achieved.
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Various department of Bharti Airtel:-
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Members of Bharti Airtel:-
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PRODUCT PROFILE
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Product Profile:
Touchtel:-
Until September 18 , 2004 , Bharti provided fixed-line telephony and broadband services
under the Touchtel brand. Bharti now provides all telecom services including fixed-line
services under a common brand "Airtel"
Apple's iPhone 3G
Apple has announced launch of its new iPhone in US and other 25 countries on July 11th
2008, it is soon to be launched in India as well with Bharti.
Tariffs :-
Take your office wherever
you go & access e-mail and
Internet any time anywhere,
with Airtel.
More services, for convenient
use of your mobile from Airtel
network.
Welcome to Airtel Mobile
Phone Backup, a unique
service that saves all the vital
and precious information at
the touch of a button.
Going mobile is now a lot more affordable with amazingly
reduced tariffs from Airtel .So go ahead and choose Airtels
New Prepaid with lowest monthly cost of staying cellular,
available for both new and existing customers.
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Roaming:-
Airtel recognizes your accessibility needs. Keep in touch with your business partners, friends and
loved ones through our extensive coverage of more than 400 roaming partners in over 200
destinations worldwide. You can be sure of enjoying the best coverage wherever you go. After
all, home is just a phone call away.
Roaming Services include:-
Stay connected with your friends and family
no matter where you are, with an ever-
increasing number of roaming destinations
around the world .
Bridge Alliance
Use your Airtel phone to make or receive calls
from almost anywhere in India. So no matter
how far you go, you'll always be just a call
away.
Roam Internationally in Asia Pacific with Bridge
Alliance, covering eleven major territories and
serving millions of customers across bridge
members' networks. Click here to know about
exclusive product offerings from Bridge Alliance .
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Reach Airtel: -
Our aim is to help you as quickly and as efficiently as possible at first point of contact. In
this section you'll find an opportunity to email us directly, useful telephone numbers,
quick links to store locations, payment centers and much more.
Customer Support
As an Airtel customer you have the convenience to access our 24-hr customer service
number from any part of India, from your Airtel phone. What's more, you can access us
from your landline too.
Recharging is easy
A variety of prepaid recharge coupon with different denominations are available at a
number of outlets in your city. Visit conveniently located shop in your city.
Airtel Relationship Centre
Need to get yourself a new Airtel connection, subscribe to any of our value added
services and get more information on them, pay your bill or get a new handset? Visit the
nearest Airtel Relationship Centre.
Postpaid of Bharti Airtel:-
Life becomes much simpler with Airtel Postpaid. It gives you the unlimited freedom to
reach out to people in special way.
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Features of Postpaid:-
Easy Billing (E-Bill)
Easy Payment Options. Anytime, Anywhere.
Credit Limit
Strong Network Coverage
Long Distance Calling Facility
Widest Roaming (National and International)
GPRS - Roaming
Say it. In more than just words
Easy Payment Options anytime anywhere :-
You can choose from a host of convenient payment options only with Airtel. Walk
into any Airtel relationship centre and make your payments by cash or credit card. Drop a
cheque at any of the drop boxes for making payments or simply log on to My Airtel
section and pay instantly through your credit card. You can also opt for easy payment
options like:-
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 centers.
Electronic Clearing System Fill an ECS form and mail fax it to us or drop it any of our
relationship centers to directly debit your bank account for your monthly Airtel bill.
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http://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easybillinghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easypaymenthttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#creditlimithttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#strongnetwrkhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#stdhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#widestroaminghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#gprshttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#sayithttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easybillinghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easypaymenthttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#creditlimithttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#strongnetwrkhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#stdhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#widestroaminghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#gprshttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#sayit -
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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 anon-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.
GPRS - Roaming :-
Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office mails
(e.g. BlackBerry services), from almost anywhere in India and abroad.
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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.
Call management Services
o Call waiting
o Call hold
o Call divert
o Conference call
o Missed call alert
Voice Mail Services
SMS (Short Messaging Service)
Reach us, Anytime Anywhere :-
Group links of Airtel Companies:-
Bharti Airtel
Bharti Teletech
Telecom Seychelles
Bharti Telesoft
Bharti Del Monte India
Bharti Retail Bharti AXA General Insurance
Bharti AXA Life Insurance
Bharti AXA Investment Managers
Bharti Resources
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Jersey Airtel
Guernsey Airtel
Bharti Foundation
A brief introduction to each of Airtel companies is given below:
Bharti TeleTech Ltd
Bharti Teletech is Indias leading telecom & allied products
company and are one of the largest manufacturers of landline
telephones in the globe. Bharti TeleTech Ltd manufactures and
exports world-class telecom equipment under the brand 'Beetel'. The
companys manufacturing operations are spread across two ISO-
9000 certified plants in Goa and Ludhiana with an installed capacity
of 6 million telephone units annually upgradeable to 10 millions
units.
Telecom Seychelles Ltd
Telecom Seychelles Ltd provides telecom services in Seychelles,
under the brand 'Airtel'
Bharti Telesoft Ltd
Bharti Telesoft Ltd delivers best-in-class, revenue-critical VAS products and services to telecom carriers.
\
Bharti Del Monte India Pvt Ltd
Bharti Del Monte India (P) Ltd is a venture between Bharti
Bharti Airtel Ltd
Bharti Airtel Ltd is India's leading provider of telecommunications
services. The company has 3 distinct Business divisions - Mobile,
broadband & telephone services and enterprise services.
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Enterprises and Del Monte Foods India Pvt. Ltd, to offer fresh and
processed fruits and vegetables in the domestic as well as
international markets including Europe, USA and Middle East.
Bharti Retail Pvt Ltd
Bharti Retail is a wholly owned subsidiary of Bharti Enterprises.
Bharti Retail is setting up a chain of multiple consumer friendly
format stores in India which will be 100 percent owned and operated
by Bharti. Bharti Retail will provide consumers with products of
affordable prices, great quality and wider choice. The company has
launched neighborhood format stores called "Easy Day". The stores
are a one stop shop to cater to every familys day-to-day needs.
Bharti AXA General Insurance Company
Bharti AXA General Insurance is a joint venture between Bharti
Enterprises and AXA, world leader in financial protection and
wealth management. The company was incorporated in July
2007 and will bring to the Indian market a full suite of general
insurance solutions to meet the needs of businesses and individuals
alike.
Bharti AXA Life Insurance Company
Bharti AXA Life Insurance Company Ltd is a joint venture between
Bharti Enterprises and AXA, world leader in financial protection
and wealth management. The joint venture company has a 74%
stake from Bharti and 26% stake of AXA Asia Pacific Holdings Ltd
(APH).
Bharti AXA Investment Managers Pvt. Ltd.
Bharti AXA Investment Managers Pvt. Ltd., an asset management
company in India, is a joint venture between Bharti Enterprises,
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AXA Investment Managers (AXA IM) and AXA Asia Pacific
Holdings (AXA APH).
Bharti ResourcesBharti Resources, a wholly owned subsidiary of Bharti Enterprises,
is a premier end-to-end learning and development solutions
organization that specializes in the customer experience arena. It
provides learning solutions that impact business performance
through enhanced employee productivity, customer profitability and
effective talent transformation.
Jersey Airtel Ltd
Jersey Airtel, a subsidiary of Bharti, offers world-class mobile
services in Jersey (Channel Islands) over its full 2G, 3G and HSDPA
enhanced network. The Company brings market-leading products
and services to its customers under Airtel-Vodafone brand.
Bharti Foundation Bharti Foundation was set up in 2000, with the vision, To help
underprivileged children and young people of our country realize
their potential. It aims to create and support programs that bring
about sustainable changes through education.
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Organizational performance:-
Market share of Maharashtra circle of various GSM services :-
Bharti Airtel is the first in ranking amongst the GSM service providers with more
than 67 million customers in India till May 2008, and in Maharashtra circle more than
4 million till May 2008 and in Maharashtra its position is 2 nd.
Group Companies Total subscribers
(21853009)
Idea Cellular 5221920
Airtel 4345945BSNL 3147087TATA Indicom 3124813Reliance India Mobile 3092848Vodafone 2920396
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The awards achieved by Bharti Airtel:-
Dura-Line India has been awarded the much coveted Value-Partner Award of the Year by
Bharti Airtel Limited for excellence in outdoor plant service for 2006. The Award was
34
% TOTAL SUBS.
BSNL
14%
AIRTEL
20%
IDEA
25%
VODAFONE
13%
RIM
14%
TATA INDICOM
14%
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presented by Mr. Sunil Mittal, Chairman of Bharti Group, to Mahendra Gambhir, Dura-
Line India's Director of Finance, and Anil Pande, Dura-Line India's Senior Vice President
and Head of Telecom Marketing, in a ceremony held in New Delhi on March 16, 2007.
The award is a reflection of Dura-Line's dedicated efforts to exceed customers'
expectations of quality, price, innovation and delivery. It is a great honor to have one of
our most valued customers express gratitude for a job well done.
Sunil Bharti Mittal, CEO of Bharti Enterprises has been awarded the GSM Association
Chairmans Award 2008. Mr. Mittals tremendous contribution to the development of
Indias telecom sector has fetched him this award which is the highest honour in the
global telecom sector.
Vision of Bharti Airtel:-
By 2010 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses
We at Airtel always think in fresh and innovative ways about the needs of
our customers and how we want them to feel. We deliver what we promise and go
out of our way to delight the customer with a little bit more .
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Mission of Bharti Airtel:-
Delight the customer by meeting their communication requirements anytime
everywhere.
Goals of Bharti Airtel:-
Nurture and create a pool of potential talent (Young Leaders) who can deliver
superior business performance.
Provide Young Leaders with a holistic understanding and exposure to the
business and the organization.
Facilitate Young Leaders in gaining insight into their own strengths, development
areas, and provide opportunities for self development.
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THEORETICAL PROSPECTIVE
Theoretical prospective
Buying Behavior
The staring point of understanding the business buying behavior is the stimulus repose
model as shown in the figure. The marketing and environmental stimuli enter the buyers
consciousness. The buyers characteristics and decision process lead to certain purchase
decision. The markets take is to understand what happen in the buyers consciousness
between arrive of the stimuli and the purchase decision.
Model of Business Buying Behavior
Marketing
Stimuli
Other
Stimuli
ProductPricePromotionPlace
EconomicTechnologyPoliticalCulturalCompetitive
The Buying Organization
The buying center
Buying
Decision
Process
Buyers Decision
* Product or ServiceChoice*Supplier choice*Order Quantities
*Delivery terms*Service terms*Payment
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Thus from the above figure it is clear that there are several factor which influence
decision and the marketer has to understand this and take decision accordingly. Thus it is
importance for every marketer to analyze the business buying behavior of organization.
The Corporate Market in Pune
Pune is a very huge base for several industrial. It has various types of industries
from the public sector as well as the private sectors. There are many engineering and
manufacturing industries. Automobile companies are also very prominent in Pune. Here
we find many banks and insurance companies also. In the past few years this city has
seen a tremendous increase in the software industry. Pune is one of the hubs for software
development. It is also the center for many call center and BPO services. Hence Pune is acorporate center with many companies from varied fields. Thus it is important to
understand the factors that influence the employees of these companies while selecting a
particular GSM service as it would help the company focus on this segment and provide
better service to them. The company also has a strong customer base from these
companies so it was essential for the company to also find the satisfaction level of these
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customers. Thus the project aims at finding the factors for selection of a particular service
and also the satisfaction of the corporate employees. This would help in enhancement of
performance for the company and provide a better service to the customers.
Buying Behavior for GSM Services:
There is high degree of competition in the Telecommunication sectors. The
intense competition makes the companies to take the necessary steps. To retain their old
retailers and customers as well as attract new ones. In the environment of the
advancement of the technology, the companies are trying hard to keep the pace with the
latest development .
There are following cellular service provides in Maharashtra and Goa circle
namely:-
Airtel
BSNL
Idea
RIM
TATA Indicom
Vodafone
Thus it gives the customer the choice of selection amongst these services. The companies
have to exactly understand the requirements of the customer and have to take actionaccordingly. Thus in the project we have identified the following factors and tried to find
out the most influencing factor while deciding upon a particular service
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After sale service
Value added service
Economy
Friends and family use this service
Coverage
Reputation
Then it also necessary to understand the post purchase behavior of the customers. Hence
we have studied the satisfaction level of the customers. The project also tries to find outwhether the customer is loyal to the service or is willing to switch the service.
The other aspect that the projects study is the behavior of the people who are not
currently using the cellular services. This will help in finding out the reasons as to why
these people do not use the cellular service. The project also aim at studying what will be
the factors these people will consider if they go for a cellular service in the future with
these points the entire questionnaire was designed.
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RESEARCH METHODOLOGY
Research Methodology
The survey method is used for the data collection and it is done with the help of
questionnaire as the research instrument.
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Research Instrument:
It used for the purpose of carrying out the survey. There are 2 questionnaire designed viz.
For mobile user
For people not using mobile phone .
Research Design
Introduction:-
Market Research is a systematic gathering, recording and analysis of data collected by
various techniques to access the response to various parameters related to given project
and accordingly prepare a report based on which the company can take correct decisions.
These decisions are highly critical in determining the marketing strategy to be adopted .
Statement of the problem or title description:
Marketing research has very vast scope, which consist of the research regarding
marketing mix as well as environment studies i.e. socio cultural environment, political
environment, legal environment, psychological environment, technological environment,
economic environment, demographic environment, natural environment. The present
research deals with Business Buying Behavior of the Organization. The title of the
project is To Study the Business Buying Behavior of the Organization with Response to
Airtel Post-paid Services.
The title itself define the area of study i.e. environment study and finding out the
consumer behavior analysis for existing customer of the Airtel postpaid through it. The
main focus is on the major players in postpaid markets and there various strategy, so that
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the exact position of individual player is disclosed. In doing so it not only clears the
status of Bharti Airtel in the market but also the states of player too. The position of the
market player is found out in terms of the various parameters like Coverage, Tariff plan,
Features, CUG, Billing, Customer care and the depth of distribution network, which helps
in finding out the market potentials.
Data collection :-
The research is carried out with the help of two types of data:-
Primary data
Secondary data
Primary data:-
The method of data collection is done by the way of customer survey. This is a process
where by first hand information is collected. This method is needed for meeting the
specific objective of research study. I have collected primary data in the form of filled
multiple-choice questionnaire by customer. The respondents were from the area
identified by the researcher.
The collection of data has been done into two phase. In the first phase the information is
collected about customer perception regarding present market players.
Secondary data: -
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The secondary data was collected in the form of company profile and product profile
from the Website of Bharti Airtel. Some other Websites were also referred. Since telecom
sector is in boom of merger and acquisition like Hutch and Vodafone telecom
companies issues were the cover stories of various magazines, which provide sufficient
secondary data for the reference. For collecting the required library also has been
accessed. The data has helped in ascertaining the strategies and approaches of major
players in market. Thus the study involved collection, analysis and interpretation of a lot
of data relating to this sector.
Sample Description:
After deciding on the research approach and instruments, the Marketing research must
design the sampling plan:
Sampling Unit :
The target population to be surveyed is corporate customer. It is so because to get
information about the preferred service and product by them, reasons of preference. All
this information could have been collected only through customer survey.
Sample Selection procedure: Since it is the survey of customer to obtain a
representative sample a convenient sample of the population should be drawn. So the
sampling technique chosen for the research is convenient sample technique.
Sampling Size :-
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The sampling size is 10 out of 100 companies and it includes 200 employees from the
following companies:-
Asian Paints Ltd.
Chamadia Dist. Pvt. Ltd.
Bharti AXA life insurance
Convergys
Share khan
Prasanna Travel Co.
Metro link
First Flight Courier Services
Blue dart
Bharti AXA life Insurance
Thus these were the companies from where the respondents were contacted by personalcontact and using the telephone & e-mail id.
Sampling method:-
Here the researcher adopted the survey method for this analytical study. A schedule was
used to collect information though personal interview and questionnaire from new &
existing customers of Airtel. Administering the structured questionnaire on the sample
collection primary data and also include observation of the research.
Questionnaire methods:- A questionnaire is a structured sequence of
questions designs to draw out facts and opinions and which provides a vehicle for
recording the data. A questionnaire is a popular mean used for getting the
respondent in postal survey, telephone interview, or personal interview.
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Personal Interview:- In this method of data collection the respondents are
personally interviewed. These interviews can be:-
I. Structured:- Where a questionnaire is used.
II. Semi-structured:- Where a questionnaire and discussion are used.
III. In-structured :-When discussion method is used.
Observation:- The researcher simply observes the subject and records relevant
aspects of his behavior. In this method, instead of questioning the respondent, the
researcher observes the subject and records relevant behavior of customers.
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DATA ANALYSIS AND INTERPRETATIONS
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Project is based on Study the Business Buying Behavior of the Organization with
Response to Airtel Post-paid Services. The availability and accuracy of analysis duringanalysis is crucial. For this reason the analysis and interpretation of data is done through
by various techniques and it is define visual from with the help of various types of chart
like bar chart, pie chart and with the help of tabulation etc. With the help of charts and
graphs the analysis is show the market Behavior of Airtel in Pune. The details of analysis
and interpretation of data as follows:-
Table 1
Mobile / Telephone user & Non-users:-
Data Collection
S. No. No. of Mobile
/Landline
No. of respondent Percentage
1. Non-user 20 10%2. User 180 90%
Total 200 100%
Data Presentation :-
48
Users
Non-user User
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Interpretation: - The survey is conducted in Pune, in this survey the research found the 90 %of the respondent are either mobile or telephone user while 10% of the respondent are non-users.
Table-2
Using mobile/landline from:-
S. No. Using from No. of
respondent
Percentage
a) 0-1 yrs 27 15% b) 0-2 yrs 45 25%
c) 0-3 yrs 54 30%
d) 0-4 yrs 18 10%
e) More than 4 yrs 36 20%
Total 180
Data presentation:-
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15%
25%
30%
10%
20%
0%
5%
10%
15%
20%
25%
30%
0-1 yrs 0-2 yrs 0-3 yrs 0-4 yrs. Morethan 4 yrs
Interpretation:- The number of the respondents is using mobile landline from 0-1 years are
15%, from 2 yrs are 25%, from 3 yrs are 30%, from 4 yrs are 10% and More than 4 yrs are 20%.
Table-3
Users of different service provider:-
S. No. Service provider No. of customer PercentageA. Airtel 40 22.22%B. BSNL 21 11.67%C. Idea 44 24.44%D. RIM 29 16.11%E. TATA 20 11.11%F. Vodafone 26 14.45%
Total 180 100%
Data presentation:-According to percentage of customers:-
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0
5
10
15
20
25
30
Interpretation:- The graph shows that the Airtel is on second position in the Maharashtra and
goa circle.
Table-4
MORE USED TARIFF PLAN
REASONS Respondent Total Respondent
Combat- 199 20 40
Combat- 225 11 40
Plan-249 6 40
Other 3 40
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The Tariff Plan Used
0
10
20
30
40
50
60
Combat-199 Combat-225 Plan-249 Other
The mobile users have some tariff plans offered by the service providers. It consists the
tariff plan of combat-199, 225 or 249 the remaining are put in the other category. These
are three major tariff plans preferred by customer. Out of 40 Users 20 are using 199`s
tariff plan, 11 users are using 225 plan and 6 users are using plan-249 and rest are using
other plans.
Table-5
How did you come to know about this service?
Sources of Information:
Advertising Media 22%
Internet 10%
Dealers 20%
Sales Executives 30%
Friends & others 18%
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22%
10%
20%
30%
18%
AdvertisingMediaInternet
Dealers
Sales Executiv
Friends & Oth
Interpretation: - The most prominent medium for creating awareness is word of mouth and
dealers.
Table-6
Why do you avail this service?
Plans Respondent Total Respondent
Coverage 42 30%
Tariff plan 14 10%
Services 14 10%
Customer Care 14 10%
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Dont want to change no. 56 40%
Total-140 100%
30%
10%
10%10%
40%
Coverage
Tariff plan
Services
Customer care
Dont want tochange no.
Interpretation : Out of 140 corporate respondents 56 i.e. 40% of total respondents dont want to
change number.
Table-7
Buyers preference for different Plans:
Plans Respondent Total Respondent
CUG Plans (closed user group) 153 85%
Normal post-paid plans 18 10%
Prepaid plans 9 05%
Other 0 0%
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Total-180 100%
85%
10%5% 0%
CUG Plans
Normal Post-pai plans
Prepaid plans
Other
Interpretation : Out of 180 corporate respondents 153 i.e. 85% of total respondents prefers CUG
Plans for Business uses.
Table-8
Buyers Priorities Chart
Respondent Total Respondent
Coverage 90 50%
Attractive Tariff plans 35 19.44%
Brand loyalty 9 5%
Services 36 20%
Promotional Schemes 10 5.56%
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Total-180 100%
Coverage50%
Tariff plans19%
Brand loyalty5%
Services20%
Promotional Schemes6%
Coverage
Tariff plan
Brand loya
Services
PromotionSchemes
Interpretation: - According to Buyers preferences Coverage is the most important factor
which they consider at the time of buying any telecom services.
Table-9
Consumer perception about Airtel services:
56
Airtel services
60%
30%10%
Good
Average
Poor
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This graph shows the popularity of Airtel services. Out of 180 customers 60%
says services are good, and 30% average remaining 10% says that services are poor.
Table-10
COMPARISON CHART (AIRTEL VS. IDEA!) TO SHOW
SATISFACTION LEVEL
RESPONSE OF AIRTEL USERS
REASONS Airtel Idea!
Respondents Total % Respondents Total %
COVERAGE 36 40 90 36 44 81.81
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CUG 18 40 45 21 44 47.73
TARIFF PLAN 31 40 77.5 35 44 79.54
FEATURES 22 40 55 30 44 68.18
The above graph represents the comparison between two brands on the basis of services.
I find out in research that there are no higher differences. Both companies are providing better
services and working well. Most of the customers are satisfy with services.
Table-11
REASONS OF SWITCHING FROM AIRTEL TO Idea!
REASONS Respondent Total Respondent
COVERAGE 1 3
NOT SATISFY WITHSERVICES
1 3
58
01020304050
60708090
100
Coverage CUG Tariff Plan Features
AirtelIdea!
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BILLING PROBLEMS 2 3
OTHER 0 3
Above graph represents the reasons of switching to another network services. The surveywas conducted on 180 customers among these customers 3 customers were switched to the idea!,the main reason behind switching was billing problem.
Table-12
For non-mobile users
Reasons of not using Mobile phone:-
59
0
1
2
3
4
5
No. of Customers
Coverage Not satisfy withservices
Billing Problem Other
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Reasons Respondents Total %
Not Required 10 20 50
Costly Investment 5 20 25
Harmful effect 4 20 20
Other 1 20 5
50%
25%
20%
5%
Not Required
Costly Investm
Harmful effect
Others
Interpretation:- Graph data shows that the most of the non mobile users dont have
requirement of mobile.
Table-13
Analysis of future demand among non-mobile users:-
Future demand among non users
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Network Providers Respondents Total %
Airtel 6 20 30
BSNL 3 20 15
Idea! 4 20 20
Reliance Mobile 2 20 10
Tata Indicom 2 20 10
Vodafone 3 20` 15
27%
23%
18%
9%
9%
14%
Airtel
BSNL
Idea
RIM
TATA
Vodafo
Interpretation:- 27% mobile users may join the Airtel services in the future.
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FINDINGS
Finding:-Airtel is first ranking amongst the GSM operators across the country, and 2 nd
position in Maharashtra and Goa.
Majority of corporate employees use cellular services (i.e. 90%)
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In Maharashtra and Goa, Idea is the leader in corporate market for GSM services
with 23.89% and market share followed by Airtel with 19.89% market share.
The most influencing factors for selecting Airtel services is in the following
order:-
1. Coverage
2. Reputation
3. Economy
4. Group calling services
5. Value added service
6. After sale service
It has been observed that around 85% customers of Airtel are using Airtel services
for more than one year.
The most effective medium of creating awareness of Airtel services is Dealers and
Direct sales agent.
Reasons for being loyal to the Airtel services are primarily:-
They dont want to change the number (40%)
Coverage (30%)
Main Reasons for switching from Airtel cellular services are because of following
problems:-
Network congestion & Call dropping
Billing Problems
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Bharti Airtel is the brand leader is the fastest growing service industries followed
by Bharat Sanchar Nigam Ltd., Reliance communication Ltd. and Tata Tele-
services.
In overall services, Airtel gives maximum satisfaction to customers in comparison
to other service providers.
The competitive advantage of Airtel is its robust network coverage.
Prepaid is most preferred connection among respondents one can spend on
prepaid connection according to their need. Post-paid is less preferred connection.
Respondent are very much excited about the launch of Airtel new product i.e.
Fixed wireless phone (FWP) Airtel Mega & Percentage of them are ready to have
free demonstration of FWP and in fact they are planning to purchase Airtel Mega
the New Wireless home phone services.
During the training period, I have sold 8 connections in Chamadia distribution
Limited, Kharadi
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Suggestion As there is a very little chance of differentiation among the services offered by thecompetitors all of them are busy in finding way to attract customers by providing the
different schemes, offering and value added services. The value added services is one of
the means to achieve the differentiation among the service providers. The user is looking
for better quality of services at the reasonable price.
There is no requirement of suggestion because of company is working well, growth &
market share of Airtel is good, but there are some small problems to the customers,
company has to do work on that.
These are following suggestion for the company which will improve the performance of
the organization:-
1. Airtel must have good customer care department to serve the customer properly.
2. The competitive strength of Airtel is its excellent network coverage and because
the new product FWP is based on GSM technology, it should advertised properlyto get the customer aware of the advantages of Airtel Mega.
3. The Company should also concentrate on there billing problems.
4. The company should remove the technical faults by which call drop problems are
happening.
5. There should not be any hidden cost all costs should be transparent so that the
customer must be aware that where their money is spent.
6. The company should plan out the package for its loyal customers like free talk
time or free SMS service after a particular period of using Airtel service. This will
help in customer retention.
7. By training retailers with an aim to use them as an important feed back channels.
In this way, Airtel will come to know the need and want of customers and also
help in knowing about its competitors move regarding cellular business.
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8. Run award programs far retailers in order to motivate them, who pushes
maximum Airtel product to customers researcher has following suggestion for the
company which they believe will definitely improve the performance of the
organization.
LIMITATION
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Limitation of the study
Research is based on sample basis not whole.
Research is based on only eight week of time which is very less.
The study is carried out only in Pune region.
The study is done only for GSM services.
Non co-operation behaviour from few of the customer.
Many customer think it is useless and wastage of time.
Some important information was not provided by the company. Due to which it
was very difficult to answer the queries of respondents.
Lack of awareness about post-paid plans among few of customer.
The study is carried on with a sample size of 200 and the results are based on
these sample .
Some customers refused to meet because of the misinterpretation about theconcept
and use of market survey.
As the data was collected in the month of June and July the result could not be
consistent for the whole year.
Some important information was not provided by the company. Due to which it
was very difficult to answer the queries of respondents.
The topic of the project demands more field work and travelling. In absence of material support, the mobility which is required for this sort of survey was
affected to some extent. The study was also restricted to financial constraints.
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APPENDIX
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QUESTIONNAIR FOR CUSTOMERS
1. Personal Details:
Name:__________________________________________________________________
Address of company:_____________________________________________________
_______________________Area: ___________________Contact no. ______________
E-Mail_________________________________
Landmark: (1)__________________(2)_____________________(3)_______________
Designation:__________________________
2. Are you using mobile phone?
Yes No
If Yes Then
1. Which cellular services you are using?
Airtel Idea! Reliance
Tata Indicom Vodafone BSNL
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2. Which tariff plan you are using?
combat-I 225 combat-II 199Plan-249
Other (pl. specify) _________ 3. How long are you using this service?
1 year 2years 3years 4years More than 4 years
4. How did you come to know about this service?
Advertising Media Sales Executives Internet
Dealers Friends and Others
5. Satisfied with current service provider?
Yes No
6. Whether interested to go for another service provider?
Yes No
If Yes then
(a) What is reason behind switching?
Coverage Not satisfy with services Billing Problem Other (Pl.
specify..................................
If No then
(a) Why do you avail this service?
Coverage Tariff plan Services
Customer care dont want to change no.
Other (Pl. specify.............................
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Customer Preferences:
1. If you are a buyer then which plans would you like?
(a) Closed User Group plans
(b) Normal post-paid plans
(c) Prepaid plans
(d) Other
2. What is your priority if you are buyer?
Coverage Attractive Tariff plans Brand loyalty
Services Promotional Scheme
If Other (Pl. specify.
3. What is your perception about Airtel services?
Good Average Poor
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If No Then
1. Service provider known to you in Maharashtra and Goa Circle?
Airtel Idea! Vodafone
Reliance Tata indicom BSNL
2. Why you are not using mobile phone?
Not required Costly Investment
Harmful Effect Other
3. In future if you are planning to use mobile services, which service provider
will you choose?
Airtel Idea! Vodafone
Reliance Tata indicom BSNL
Date: Signature
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Bibliography
www.bhartiairtel.in
www.google.co.in
Bharti Airtel Employee hand book
Philip kotler marketing management, 11 th Edition , Pearson education
publication
Sinhgad study material
Research Methodology, S.P. Kasande, Nirali Prakashan