A.S.PATIL COLLEGE OF COMMERCEBIJAPUR

MASTER OF BUSINESS ADMINISTRATION(Approved by A.I.C.T.E. New Delhi and affiliated to K.U.D)

A REPORT ON“Brand Awarness of Airtel products”

Submitted towards the partial fulfillment of the curriculum ofMBA for the academic year 2008

Submitted to:Prof. M.Y.Pattenshetti

Faculty of IBM Bijapur

Submitted by: Mr. Sagar P.Akanoji MBA06005037

Mr. Sarang S.Naik MBA06005022Mr. Santosh Channal MBA06005040Mr. Amit A. Jadhav MBA06005003Ms. Kavita Shintri MBA06005015

M.B.A IVth Semester

DECLARATION

We hereby declare that this research work embodied in this entitled

dissertation “Brand Awarness of Airtel products” has been carried out by us,

under the guidance of Prof .M.Y.Pattenshetti.

We also declare that this dissertation has not been submitted to any

University or Institution for the award of any Degree or diploma.

PLACE: BijapurDATE:

Mr. Sagar P.AkanojiMr. Sarang S.NaikMr. Santosh ChannalMr. Amit A. JadhavMs. Kavita Shintri

ACKNOWLEDGEMENT

We are thankful to many people whose timely help and guidance has helped

us to conduct this research successfully.

We would also like to express my thankfulness to Prof. M.Y.Pattenshetti.

Faculty of IBM , Bijapur for giving us an opportunity to pursue this project.

We also wish to thank all those respondents who were patient enough in

giving answer to our questionnaire.

Finally, we would like to extend our grateful thanks to all our friends and

Faculty members of IBM, Bijapur whose assistance has a lot to us personally for

the completion of this research.

PLACE: BijapurDATE:

Mr.Sagar P.AkanojiMr.Sarang S.NaikMr. Santosh ChannalMr. Amit A. JadhavMs. Kavita Shintri

Bharti Enterprises Profile

Bharti Enterprises has successfully focused its strategy on telecom while

straddling diverse fields of business. From the creation of 'Airtel', one of India's

finest brands, to becoming the largest manufacturer and exporter of world class

telecom terminals under its 'Beetel' brand, Bharti has created a significant position

for itself in the global telecommunications sector. Bharti Airtel Limited is today

acknowledged as one of India's finest companies, and its flagship brand 'Airtel',

has over 22 million customers across the length and breadth of India.

While a joint venture with TeleTech Inc., USA marked Bharti.s successful

foray into the Customer Management Services business, Bharti Enterprises.

Dynamic diversification has continued with the company venturing into telecom

software development. Recently, Bharti has successfully launched an international

venture with EL Rothschild Group owned ELRO Holdings India Ltd., to export

fresh Agri products exclusively to markets in Europe and USA.

Our Vision & promise

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

• Loved by more customers

• Targeted by top talent

• Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of our

customers and how we want them to feel. We deliver what we promise and go out

of our way to delight the customer with a little bit more

Our Brand

Airtel was born free, a force unleashed into the market with a relentless and

unwavering determination to succeed. A spirit charged with energy, creativity and

a team driven “to seize the day” with an ambition to become the most globally

admired telecom service. Airtel, after just ten years, has risen to the pinnacle of

achievement.

As India's leading telecommunications company Airtel brand has played the role

as a major catalyst in India's reforms, contributing to its economic resurgence.

Today we touch peoples lives with our Mobile services, Telemedia services, to

connecting India's leading 1000+ corporates. We also connect Indians living in

USA with our callhome service.

Brief Overview of Group Companies:

Bharti Airtel Ltd

Bharti Airtel Ltd is India's leading provider of telecommunications services.

The company has 4 distinct Business divisions - Mobile & telephone services,

broadband services, long distance services and enterprise services.

Bharti TeleTech Ltd

Bharti TeleTech Ltd manufactures and exports world-class telecom equipment

underthe brand 'Beetel'

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.

TeleTech Services (India) Ltd

TeleTech Services (India) Ltd is joint venture with TeleTech Inc., USA. It offers a

range of Customer Management Services.

Objectives of the study

To know the brand awareness towards Airtel products in bijapur.

To know the competitive strategies of Airtel.

Bharti Airtel Limited

(Formerly known as Bharti Tele-Ventues Limited)

The company is a part of Bharti Enterprises, and is India's leading provider

of telecommunications services. The businesses at Bharti Airtel have been

structured into three individual strategic business units (SBU.s) - mobile services,

broadband & telephone services (B&T) & enterprise services. The mobile services

group provides GSM mobile services across India in 23 telecom circles, while the

B&T business group provides broadband & telephone services in 90 cities. The

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

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

Bharti Airtel is one of India's leading private sector providers of

telecommunications services based on an aggregate of 22,069,003 customers as of

April 30, 2006, consisting of 20,683,902 GSM mobile and 1,385,101 broadband &

telephone customers.

Company shares are listed on The Stock Exchange, Mumbai (BSE) and The

National Stock Exchange of India Limited (NSE).

Partners

The company has a strategic alliance with SingTel. The investment made

by SingTel is one of the largest investments made in the world outside Singapore,

in the company. The company also has a strategic alliance with Vodafone. The

investment made by Vodafone in Bharti is one of the largest single foreign

investment made in the Indian telecom sector.

The company.s mobile network equipment partners include Ericsson and

Nokia. In the case of the broadband and telephone services and enterprise services

(carriers), equipment suppliers include Siemens, Nortel, Corning, among others.

The Company also has an information technology alliance with IBM for its group-

wide information technology requirements and with Nortel for call center

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

been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

Organisation Structure:

As an outcome of a restructuring exercise conducted within the company; a

new integrated organizational structure has emerged; with realigned roles,

responsibilities and reporting relationships of Bharti.s key team players. With

effect from March 01, 2006, this unified management structure of 'One Airtel' will

enable continued improvement in the delivery of the Group.s strategic vision

Services offered by Bharti Airtel Ltd

Mobile Services

Airtel Prepaid/Prepaid:

Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti

Enterprises, India's leading integrated telecom service provider. With tariff defined

with respect to location. With following features:

Total cost control

No rentals

No deposits

STD/ISD facility till last rupee

Instant Balance inquiry

60 Seconds pulse rate

Caller line identification

24 hr recharge facility

BlackBerry:

Airtel introduces a brand new offering - the BlackBerry 8700g.

Uncompromising Email, Browsing and Phone Performance in all in one device.

BlackBerry integrates seamlessly with your corporate email account offering a

simple and secure way to communicate using GPRS/EDGE.

Buisness Solutions:

Vehicle Tracking

Vehicle tracking solution enables a company to monitor the location of their

stock in transit. Each vehicle is mounted with an Airtel mobile (Phone) or a Global

Positioning System (GPS) box and a vehicle tracking enabled SIM card. The SIM

card sends periodic updates of the location of vehicles to the Bharti application

server, as per the frequency defined. The progress of the vehicle is displayed on a

map on the tracking website. The application allows tracking of multiple vehicles

simultaneously.

Mobile SFA (Sales Field Automation)

Mobile SFA will help companies to enable to make their web based

application and ERP systems wireless so that the field force can have access to

information on their Airtel mobile phones. Bharti has worked proactively with

middleware companies (e.g. Air2Web) and system integration partners to provide

these solutions to customers.

AIR (Airtel Intelligent Routing)

Airtel Intelligent routing solution overlays your company's PABX to route

landline traffic through the mobile network. Employees of the company can use

their existing landline extensions to make calls via AIR. They just need to dial a

code (for example like 8, configurable by the customer) to reach the AIR terminal.

A dial tone will be heard and users can dial the number, which they want to reach.

There is no change in the end user experience.

Information Broadcast

Information Broadcast is a means of simultaneously disseminating

information to multiple employees/customers over SMS. It also gives the

flexibility of sending messages at a predefined time and pre-defined date. The user

logs on to the solution through internet, types the message, selects the group he

wants to send the message to and after defining the date and time just clicks on

the .send' button.

Call Centers

Business today is run for the customers. To manage customer queries (pre

sales and post sales), clients require to set up small call centers with minimum

expenses. To help out clients with such requirment Airtel proposes the call center

solution. This solution helps the clients to start up a local call center with facilities

to recieve 4-5 simulataneous calls. These call centers can be in a single location or

multi location.

Audio Conferencing by Airtel

Instead of traveling to meet with customers and suppliers many Enterprises

are saving on travel costs by using Airtel's Audio Conferencing facility.Audio

Conferencing is an easy way to have multiple people participate in the same phone

call together. To avail of audio conferencing one does not need to install any

expensive devices, one's landline or mobile phone will suffice. The user has an

option of either giving out a list of numbers to be dialed out, or he can be provided

with a dial in number to which people call into.

Corporate SMS Directory

This service enables a user or a set of users to upload their mobile numbers,

names and locations in an Airtel Server. These users can then access their numbers

by using the SMS facility on their phones. AirTel provides space to its clients to

upload their directories onto its servers.

Bharti Airtel

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

Bharti Group, has a diverse business portfolio and has created global brands in the

telecommunication sector. Bharti has recently forayed into retail business as Bharti

Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has

successfully launched an international venture with EL Rothschild Group to export

fresh agri products exclusively to markets in Europe and USA and has launched

Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world

leader in financial protection and wealth management.

Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first

private telecom services provider with a footprint in all the 23 telecom circles. Bharti

Airtel since its inception has been at the forefront of technology and has steered the

course of the telecom sector in the country with its world class products and services. The

businesses at Bharti Airtel have been structured into three individual strategic business

units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The

mobile business provides mobile & fixed wireless services using GSM technology across

23 telecom circles while the Airtel Telemedia Services business offers broadband &

telephone services in 94 cities. The Enterprise services provide end-to-end telecom

solutions to corporate customers and national & international long distance services to

carriers.

What is a brand?

A brand is a name, term, sign, symbol or design, or a combination of them,

intended to identify the goods and services of one company and to differentiate

them from those of competitors. It is the place you own in the minds of people

who matter to you most. It is the psychological and emotional identifier that gives

a company value.

High brand equity provides a number of competitive advantages:

• The company will enjoy reduced marketing costs because of consumer

brand awareness and loyalty.

• The company will have more trade leverage in bargaining.

• The company can charge a higher price than its competitors because

the brand has higher perceived quality.

• The company can more easily launch extensions because the brand

name carries high credibility.

• The brand offers the company some defense against price competition.

A brand name needs to be carefully managed so that its quality doesn’t depreciate.

This requires maintaining or improving brand awareness, perceived quality and

functionality, and positive associations. These tasks require continuous R&D

investment, skillful advertising, and excellent trade and consumer service.

Truly effective brand building doesn't start with a series of ads or press releases; it

starts with your employees, the 24x7 "who" behind your brand. Unfortunately,

many companies spend more time, money and manpower communicating

externally rather than internally. Their "front lines," especially non-management

staff, are sometimes clueless about the brand. Creating a successful brand starts at

home. We create strategies and communication tactics that ensure internal Brand

Ambassadors understand and can effectively communicate key messages to

external audiences. Creating a proactive integrated marketing program includes all

the essential ingredients of attraction marketing: media relations, sales support,

advertising, collateral development, stakeholder relations, special events and

interactive marketing. All these elements, when combined with an effective

strategy, build a strong brand in the minds of external audiences. Our targeted

approach yields the exposure, enhanced awareness and assistance you need to

achieve your business objectives

Developing a Brand

A brand is a strong, consistent message about the value of your company.

You control the message through marketing, advertising, customer service, and all

interaction between your company and the market. You don't need to be as large as

Coca-Cola to have a brand. Building a brand involves the same process, whether

your company is two weeks or two years old, whether you have 100 employees or

none. Here is how a brand typically develops:

Define the message. What is valuable about your company? Why do your

customers care? What's so different about your company? The answers to these

questions should form the core statement about your company's service, product,

relationships, and culture: You are faster and have better service (Federal Express).

You have unrelenting, perfect customer care (Nordstrom). Your products are edgy,

new, independent, high-performance (Nike).

Build the image. How does this translate to your overall image? Both visually and

verbally, you need to consistently communicate the company's message about its

value.

Market the image. How can you aggressively get the word out? The message

means nothing until your market hears it. Your marketing and advertising

campaigns need to communicate the company's value and establish its image.

Live the message. Is the message real? Does the customer agree with you? Here

comes the tricky, long-term part: You need to deliver on the implied promise. The

customer's experience must match the image, or the whole house of cards crashes.

If you market your company as faster and better but the customer disagrees, the

brand suffers.

In reality, this process is not linear, but circular. Your brand will evolve in

response to the customer and the evolution of your market and products. For

example, if you have a small business or start-up, you may believe that the value

of your product and company lies in one area. As you market your company and

product, your customers may communicate that they value something else. Then

your product and company may evolve toward that new value, bringing you to

new markets.

Jagdeep Kapoor, the author of the famous book “24 Brand Mantras” has presented

24 action oriented brand mantras, which will help a marketer develop an effective

brand strategy. The unique feature of these mantras and, therefore, of this book is

that they focus on building brands by appealing to both the rational mind and the

emotions. Often, in planning a brand strategy, the appeal is to only one of these

two aspects. For a brand to succeed, it is important that it delight the customer

which can only happen when the brand finds a place in both the mind and heart of

the consumer.

These 24 mantras are as given below. These are broadly classified as ‘Mantras for

the Mind’ and “Mantras for the Heart”.

Mantras for the Mind:

1. To build a big brand, adopt a short brand name

2. Don’t let jazzy research replace common sense

3. Use benefit segmentation to build brands

4. Sample to sell ample

5. Don’t hesitate to communicate

6. Like salt, use advertising in the right proportion

7. What is visible, sells

8. Brand images are fragile, handle with care

9. Your consumer’s needs come first

10. Don’t under price yourself

11. Brands must make profit, not only noise

12. Focus on consumption rather than purchase

Mantras for the Heart

13. Build relationships to build brands

14. Respect your retailers

15. Avoid generality to give your brand a personality

16. Nurture your brand as you would a child

17. Service is the first step to a great brand

18. Remember, consumers look for perceived value in brands

19. Don’t sell the right product to the wrong audience

20. Pay heed to consumer emotions

21. Don’t prejudge your consumer

22. Respect the local consumer

23. Be honest, don’t con.

Defining Your Brand No matter how big or small your company, developing an

employer brand is essentially a two-step process. The first step is identifying what

your brand represents. Many startups cherish the company culture that a core

group of original employees has helped create. For such startups, the challenge is

not to create new brands from scratch, but to articulate their existing brands in

messages that can be delivered to both existing and potential employees.

Communicating Your Brand

The second step is to figure out how you're going to communicate your brand to

both your existing employees and potential employees. For startups that lack the

resources to conduct large-scale branding campaigns, developing inexpensive,

creative ways to advertise an employer's brand is essential. It's important to note

that retention of and communication with existing employees is as much a part of

brand building as any message that your company sends to potential employees.

"Retention and recruitment are two sides of the same coin," says Hodes. A

company must make sure that the atmosphere within the company is consistent

with the message it is delivering to potential employees.

What follows are a few inexpensive tactics for startups trying to build an employer

brand.

Unique benefits or office policies. These are a great way to generate buzz around

your workplace. Examples include allowing dogs in the office, offering discounts

to fitness clubs, and providing sabbaticals for long-time employees. Your policies

should reinforce the brand that you are trying to establish. If providing a good

work/life balance is an important part of your company, then you should be able to

point to several policies that allow your employees to achieve that balance.

Employee referral programs. Employee referral programs can play a valuable

part in communicating your employer brand--both inside and outside your

company. Referral programs build morale and help retain and attract people by

reminding employees why your company is a great place to work. Be sure to

emphasize the positives of working for your company along with the financial

rewards of providing a referral.

Awards programs. Publicly recognizing employees is a great way to reinforce

your brand with existing employees. Create a regular reward program that relates

directly to the core values that are central to your company's success. The rewards

do not have to be limited to cash bonuses. Give gifts that show a personal touch.

Parties. Even if you can't afford to have a famous musician play at it, a party is a

great way to generate buzz about your company--provided it is well promoted,

both inside and outside your company. Reward employees who take the time to

plan your company parties. Emphasize that the event is both a celebration and a

recruiting vehicle.

Sponsoring events. Sponsorship of events, while somewhat costly, can be an

effective brand-building tool--if the event reaches your target audience. If your

goal is to recruit more programmers, make sure the event you're sponsoring is both

interesting to and attended by savvy programmers.

Recruitment website. The career section of your company's website should play

an integral part of any branding effort. For many job seekers, it will be the first

interaction they have with your company. Post your company's core values on

your website. Profile individual employees and provide quotes about why they

enjoy working at your company.

Customer Analysis

KEY BENEFITS

• Fast, flexible data warehouse solution delivers integrated customer analysis and

Enhances workflow and business processes

• Improved performance enhances position as a major player in European

telecommunications

• Reduces waiting time for query responses from several hours to seconds

RINGING THE CHANGES

As a first step toward strategic growth since the breakup of the Spanish

telephone network monopoly, Airtel invested $1.9 billion in its own transport and

access networks, allowing it to meet the demands of a rapidly growing operation.

With more than seven million customers, the company also recognized it needed to

invest in a database to manage customer data and provide high-level marketing

information. A data warehouse, the Almacén Integrado de Datos (Aida),was

constructed. The purpose was to provide Airtel staff with all the quality

information required for dealing with business processes quickly, simply and

efficiently. This was difficult given the huge volumes of data. In order to convert

the mass of basic data into usable business intelligence, Airtel needed a powerful

data warehouse that was fast, flexible, scalable and easy to use. The integrity and

consistency of information had to be maintained, even though the data was

generated from disparate departments. It was essential that any solution could

ensure a high degree of information integration throughout the company. Airtel

selected Sybase IQ.

GETTING THE BEST

A fundamental problem of using Aida was the sheer volume of information

handled on a daily basis. Waiting for all the complex data-processing algorithms to

be resolved caused unacceptable delays. However, storage technology and

advances in processing capability means that an enormous volume of data can now

be processed at relatively low cost. Sybase IQ cut the waiting time for query

responses down to just seconds. This compares very favorably with other tools that

can take hours. Airtel recognized that achieving this kind of result meant selecting

the best possible database management solution. It was particularly important that

data from disparate sources could be fully integrated in order to provide high-

quality analysis that was fast and reliable.

SINGLE DATA, MULTIPLE USES

The Airtel data warehouse organizes information according to the

company’s business map. Even though many different departments use the same

data, the consistency and integrity of the information is maintained. The data

warehouse converts data into knowledge? turning real-world facts, via an

interface, into valuable business intelligence. The ability to accurately analyze and

predict customer activity is crucial to Airtel overall business strategy.

A thousand employees use the data warehouse for multidimensional

analysis, making more intensive use of the system. With multidimensional analysis

using specifically designed information structures, data concerning customers,

infrastructures and company processes can be extracted and users are able to create

modeling and simulation processes including techniques that complement analysis.

Competitor analysis :-

In our study the marketing strategy Airtel and Vodafone are involve.

“Telecoms are rolling but like never before and that 100 million marks does not

look to far away. The mobile subscriber base crossed 65 million in sept-2005 and

over 30% increase over the previous year.”

Indian cellular industry will roach will touch dollar 24 billion by the end of

2007.

Airtel 22% market share over 15 million mobile subscribers (Source:-

cellular operators association of India witnessed its highest ever net addition of 18

million mobile customers in a single quarters

Comparison

Vodafone with over 10 million subscriber 15% market share may be no. 4

(behind reliance and BSNL ) at present but it can the highest average revenue per

user.

Airtel marketing strategy

“The process innovation and continuous improvement through people

involvements and investigation by “fact based root cause analysis”.

Vodafone Marketing strategy

“A big success factor was how aspirational overtones in brand imagery stayed,

even through price wars had started again the colour orange was a seminal

attribute the brands slogan was, the future bright the future’s orange.”

Questionnaire

• Name: • Occupation:

• Age:

a) 20-24 b) 25-28

c) 28-32 d) 33 and above

1. Which is the current handset that you are using?

Nokia

Motorola

LG

Sony Erricson

Siemens

Others (please specify)..........

2. How long are you using this set?

Less than 3 Months

3-6 Months

6-12 Months

12-18 Months

18-24 Months

more than 2 year

3. Who is your current service provider?

a. Airtel .

b. BSNL .

c. Reliance .

d. Vodafone

4. How do you rate your service provider against following factors on the scale?

Very Dissatisfied

Dissatisfied Neutral Satisfied Very Satisfied

Coverage

Customer ServiceBilling

Cost

Offers

Voice Quality

5. What kind of call do you make often?

Local .

STD ...

ISD ..

6. What is your monthly expenditure on Mobile?

Rs...................

ANALYSIS AND INTERPRETATION

1) To know the current handset details:

Handset No. of respondentsNokia 25Motorola 1LG 12Sony ericson 5Siemens 1Others 6

Details of current Handset

50%

2%24%

10%

2%12%

Nokia

Motorola

LG

Sony ericson

Siemens

Others

Interpretation:-

The survey revealed that 50 percent of the respondents prefer Nokia as

handset their first choice. The reason expressed for this decision was its brand

name and its warranties. 24 percent of respondents choose LG as their first choice

and 2 percent respondents Seimens and Motorola as their first choice.10 percent of

respondents are using Sony Erricson as their handset.

2) To know the number of months using the handsets:

No. of months opinion of respondents

<3 months 43-6 months 226-12 months 1412-18 months 218-24 months 3more than 2 years 5

Number of months using handset

8%

44%28%

4%6%

10%

<3 months

3-6 months

6-12 months

12-18 months

18-24 months

more than 2 years

Interpretation:-

The survey found that 44 percent of respondents are using their current

handsets since 3-6 months. While, 28 percent of respondents purchase their current

handsets before 6-12 months.6 percent of respondents using mobile phones since

18-24 months.10 percent of respondents are the old customers who were using

handsets since more than 2 years .

3) To know the current service provider:

Service provider opinion of respondentsAirtel 18BSNL 15

Reliance 9Vodafone 8

Current service provider

Airtel36%

BSNL30%

Reliance18%

Vodafone16%

Airtel

BSNL

Reliance

Vodafone

Interpretation:

The survey revealed that 36 percent of respondents chosen Airtel as the cell

phone service provider.30 percent of people surveyed preferred BSNL as their

service provider in the targeted towns. Vodafone is chosen by 16 percent of

respondents. The survey revealed that Reliance was chosen by 18 percent of

respondents even though it is not operating in that region.

4) To know the customer satisfaction over current service provider:

Very Dissatisfied Dissatisfied Neutral Satisfied

Very satisfied

Coverage 5 4 5 29 7Customer

service 2 7 5 33 3Billing 3 10 10 21 6Cost 4 5 9 29 3

Offers 7 15 13 11 4Voice Quality 7 10 7 18 8

545

29

7

275

33

3

3

10

10

21

6

45

9

29

3

7

15

13

11

4

7

10

7

18

8

0%

20%

40%

60%

80%

100%

Coverage Customerservice

Billing Cost Offers VoiceQuality

Customer Satsfaction Over Current Service Provider

Very Dissatisfied Dissatisfied Neutral Satisfied Very satisfied

Interpretation :

Coverage:

From the survey it is found that 58 percent of respondents expressed their

happiness over good network is available in these towns.18 percent of people

surveyed faced problems relating to the coverage.14 percent of respondents

appreciate network coverage as very satisfied in these town, while 10 percent of

people are undecided over this attribute.

Customer Service:

72 percent of people surveyed expressed the happiness over quick response

received from the service provider against problems faced by customers relating to

the service. Survey reveled that 18 percent of respondents are not happy with the

customer service from the service provider, while 10 percent of people are

undecided over this matter.

Billing:

The survey revealed that 54 percent of respondents are believed that their service

provider is not overcharging against his servies.26 percent of people surveyed felt

that their current service provider is charging more as hidden charges.20 percent of

respondents neither agree nor disagree over that his/her service provider charging

him/her appropriately.

Cost:

From the survey it is found that, 64 percent respondents expressed their happiness

that current service has the value what they have paid.18 percent of people are

undecided about the returns on the service, which they are getting.18 percents of

respondents felt, that handsets are costlier

Offers:

42 percent of people surveyed are not taken any offer from the service provider.

From the survey it is found that 32 percent respondents are satisfied with offers

availed from the service provider, while 26 percent of people are not happy with

offers.32 percent of respondents are undecided over this attribute.

Voice Quality:

The survey revealed that 52 percent of people are receiving good voice quality

because appropriate strength tower installed by service provider in targeted areas.

Only 34 percent of people posed complaints against service provider they are not

getting good voice over their cell phones.14 percent of respondents are not decided

over this matter.

5. What kind of call do you make often?

Call typeNo. of Response

Local calls 30STD 15ISD 5

30

15

5

0

5

10

15

20

25

30

No. of response

Local calls STD ISD

Kinds of call customer make

Interpretation:-

From the above table 60 percent respondent are make local calls, 30 percent

respondent make STD calls and Remaining 10 Percent respondent make the ISD

calls.

6) Monthly Expenditure on Cell phones:

Monthly Expenditure

No. of response

51-100 3101-200 7201-500 29

501-1000 71001-2000 3Over 2000 1

37

29

73 1

0

5

10

15

20

25

30

No. of respondents

51-100 101-200 201-500 501-1000 1001-2000 Over 2000

Expenditure in Rupees

Monthly Expenditure on Cell phones in Rupees

Interpretation:

The survey revealed that 58 percent of respondents spending Rs. 201 to 500

per month on their cell phones. Rupees 330 recharge coupons is the most preferred

for this group. Each 28 percent of people surveyed recharging their cell phones

with the recharge coupons ranging from 101-200 and 501-1000 . During study it

was found that only 2 percent people used to spend more than Rs.2000 over their

cell phones

FINDINGS:-

The survey revealed that 50 percent of the respondents prefer Nokia as

handset their first choice. The reason expressed for this decision was its

brand name and its warranties. 24 percent of respondents choose LG as

their first choice and 2 percent respondents Seimens and Motorola as their

first choice.10 percent of respondents are using Sony Erricson as their

handset.

The survey found that 44 percent of respondents are using their current

handsets since 3-6 months. While, 28 percent of respondents purchase their

current handsets before 6-12 months.6 percent of respondents using mobile

phones since 18-24 months.10 percent of respondents are the old customers

who were using handsets since more than 2 years

The survey revealed that 36 percent of respondents chosen Airtel as the cell

phone service provider.30 percent of people surveyed preferred BSNL as

their service provider in the targeted towns. Vodafone is chosen by 16

percent of respondents. The survey revealed that Reliance was chosen by 18

percent of respondents even though it is not operating in that region.

From survey we come to know 60 percent respondent are make local calls,

30 percent respondent make STD calls and Remaining 10 Percent

respondent make the ISD calls.

Recommendation

Improvement in network coverage:

During the study it is observed that few customers of Airtel complained about poor

network in these towns. It was also found poor network in prime areas like near by

bus stand and available only few kilometers around the towns. This problem can

be resolved by installing high strength of towers.

Reduction in pulse rates:

Airtel charges its customers Rs.1 per minute when they make calls to other mobile

phones while other service provider charges less than Re.1. This problem can be

resolved by bringing down calls rating equivalently to its competitors.

Clear tariff plans:

Airtel is offering various tariff plans under various names. During the study it is

observed that people are confused about the tariff plans. Therefore efforts should

be put in educating the customers on tariff plans at the point of purchase.

Customers meet:

Most of the customers have the problems relating problems like handsets, service

and network etc. In order to resolve this problem regular customers meet can be

arranged in these towns where customers can seek solutions for their problems.

Conclusion

We are conclude that the brand image of airtel is very good in the

customers mind so that they are competing other players.