Airtel0 Sanjay Kumar
-
Upload
guman-singh -
Category
Documents
-
view
218 -
download
0
Transcript of Airtel0 Sanjay Kumar
-
7/29/2019 Airtel0 Sanjay Kumar
1/82
1
-
7/29/2019 Airtel0 Sanjay Kumar
2/82
2
-
7/29/2019 Airtel0 Sanjay Kumar
3/82
3
EXECUTIVE SUMMARY
This report on Bharti Airtel is done to findout certain objective regarding the
strategic approach Adopted by Airtel to stand strongly in the competitive telecom
market. Airtels marketing strategies are analyses using various models like SWOT
analysis, BCG Matrix, Ansoffs matrix, porters five forces etc.
The outcomes of these models are properly analyzed to find out the various aspects
like companies position and competitors position in the market.
This report on Airtel not just give description about the company but it also talks
about the various marketing strategy adopted by the company.
SWOT analysis of Airtel helps to find out the weak points of the company and to
find out the way to overcome this problem.
Similarly with the help of Ansoff matrix it can be finding that what are the
different strategic options available to the company under the different market
condition. and to find the answer that why company is looking for overseas market
like Nigeria and Seychelles.
-
7/29/2019 Airtel0 Sanjay Kumar
4/82
4
ACKNOWLEDGEMENT
I would like to express my veneration and thanks to Mrs. MEGHA GARG for her
invaluable guidance and incessant encouragement.
I am also thankful to the Mr. SHARAD SINGHAL (department of mgt) the research.
It would be unjust not to give a special word of thanks to all the respondents who took out time
to fill the questionnaire for this survey.
In the end I would like to thank my Parents and other family member who inspired me to
be assiduous and take the difficulties as a challenge.
SANJAY KUMAR
.
-
7/29/2019 Airtel0 Sanjay Kumar
5/82
5
TABLE OF CONTENT
1. CHAPTER-1 1-3
INTRODUCTION 4-17
2. CHAPTER-2 18-22
COMPANY PROFILE(including SWOT analysis)
3.CHAPTER-3 23-25
3 OBJECTIVE OF THE PROJECT
4.CHAPTER-4. LITERATURE REVIEW 26-38
5. CHAPTER -5. RESEARCH METHODOLOGY 39-45
5.1 RESEARCH DESIGN
5.2 DATA COLLECTION
5.2 LIMITATION
6. CHAPTER -6. DATA ANALYSIS AND INTERPRETATION 48-62
7.CHAPTER -7 64-70
7.1 FINDINGS
7.2 CONCLUSION
7.3 RECOMMENDATIONS & SUGGESTIONS
8. Annexure 71
Questionnaire
9.BIBLIOGRAPHY 76
-
7/29/2019 Airtel0 Sanjay Kumar
6/82
6
CHAPTER 1
INTRODUCTION
-
7/29/2019 Airtel0 Sanjay Kumar
7/82
7
CHAPTER 1
INTRODUCTION
Communication has been one of the most important aspects of the growth of human society and
culture. Telecommunications, the transmission of signals over a distance for a purpose of
communication, is also very important. It provides business, money and market stability in the
world. The telecom sector is one of the leading contributors to India's flourishing economy.
Telecommunication Sector Opportunities in India assures a transparent, safe, and secured
ambiance for the telecom market. It include introduction of Internet telephony services,
privatization of VSNL, and introduction of a number of international long distance services
sector. The opportunities in the Indian telecom sector is increasing at a massive pace with the
introduction of newer and innovative schemes in various sectors and at present the telecom
sector in India is claimed to be one of the major contributors in India's flourishing economy.
AIRTEL is a rapidly growing business group based in India with significant international
operations. The AIRTEL name is a unique asset representing leadership with trust. AIRTEL
spearheads the Groups presence in the telecom sector. Incorporated in 1996, AIRTEL was the
first to launch GSM mobile services in India with the Andhra Pradesh circle. AIRTEL has
established a robust and reliable 3G ready telecom infrastructure that ensures quality in its
services.
Customer satisfaction in telecommunications will reflect the service delivery process as
experienced by customers. The interaction between customers and the delivery system is effected
via alternative contact points; each one of them will be investigated for its impact on the overall
customer satisfaction. That is, the service delivery system can be decomposed into alternative
-
7/29/2019 Airtel0 Sanjay Kumar
8/82
8
customer contact points that shape customers' overall judgment about the organization. Each
contact point may retain a relative independence concerning criteria of customer satisfaction
such as personnel, speed, reliability, and pricing.
The objectives of this study are to find the customers attitudes towards the AIRTEL Indicom
services and to know the reasons for cancellation of the services. This study helps to find out the
factors affecting purchasing behavior of telecom products and to know customers opinion to the
services offered by the AIRTEL
-
7/29/2019 Airtel0 Sanjay Kumar
9/82
9
CHAPTER 2
COMPANY PROFILE
-
7/29/2019 Airtel0 Sanjay Kumar
10/82
10
CHAPTER 2
COMPANY PROFILE
Incorporated on July 7, 1995, Bharti Airtel Ltd is a division of Bharti Enterprises.
The businesses of Bharti Airtel are structured into two main strategic groups -
Mobility and Infotel. The Mobility business provides GSM mobile services in all
23 telecommunications circles in India, while the Infotel business group provides
telephone services and Internet access over DSL in 15 circles. The company
complements its mobile, broadband, and 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. Bharti Tele-Ventures provides end-to-end data and
enterprise services to corporate customers by leveraging its nationwide fibre-optic
backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and
international bandwidth access through the gateways and landing station. All of
Bharti Tele-Ventures' services are provided under the Airtel brand.
As of September 2005, Bharti Tele-Ventures was the only company to provide
mobile services in all 23 telecom circles in India.
-
7/29/2019 Airtel0 Sanjay Kumar
11/82
11
By the end of October 2005, Bharti Tele-Ventures was serving more than 14.74
million GSM mobile subscribers and 1.10 million broadband and telephone (fixed
line) customers.
The equity shares of Bharti Tele-Ventures are currently listed on the National
Stock Exchange of India Ltd (NSE) and the Stock Exchange, Mumbai (BSE). As
of September 30, 2005, the main shareholders of Bharti Tele-Ventures were: Bharti
Telecom Ltd (45.65%), a subsidiary of Bharti Enterprises; Singapore Telecom
(15.69%), through its investment division Pastel Ltd; and, Warburg Pincus
(5.65%), through its investment company Brentwood Investment Holdings Ltd).
Other shareholders with more than a 1% stake were: Citi Group Global Markets
Mauritius Pvt Ltd (2.99%); Europacific Growth Fund (2.04%); Morgan Stanley &
Co International Ltd (1.93%); CLSA Merchant Bankers Ltd A/C Calyon (1.33%);
Life Insurance Corporation of India (1.34%); and, The Growth Fund of America
Inc (1.11%).
Sunil Bharti Mittal, the founder-chairman of Bharti Enterprises (which owns
Airtel), is today, the most celebrated face of the telecom sector in India. He
symbolises the adage that success comes to those who dream big and then work
assiduously to deliver it. Sunil Bharti Mittal began his journey manufacturing spare
parts for bicycles in the late 1970s. His strong entrepreneurial instincts gave him a
unique flair for sensing new business opportunities. In the early years, Bharti
-
7/29/2019 Airtel0 Sanjay Kumar
12/82
12
established itself as a supplier of basic telecom equipment. His true calling came in
the mid 1990s when the government opened up the sector and allowed private
players to provide telecom services.
Bharti Enterprises accepted every opportunity provided by this new policy to
evolve into India's largest telecommunications company and one of India's most
respected brands. Airtel was launched in 1995 in Delhi. In the ensuing years, as the
Airtel network expanded to several parts of India, the brand came to symbolise the
very essence of mobile services.
Product
Airtel provides a host of voice and data products and services, including high-
speed GPRS services. Airtel also offers a wide array of 'postpaid' and 'prepaid'
mobile offers, with a range of tariff plans that target different segments. A
comprehensive range of value-added, customised services are part of the unique
package from Airtel. The company's products reflect a desire to constantly
innovate. Some of these are reflected in the fact that Airtel was the first to develop
a 'single integrated billing system'
Airtel comes to you from Bharti Airtel Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti is the leading cellular
service provider, with an all India footprint covering all 23 telecom circles of the
-
7/29/2019 Airtel0 Sanjay Kumar
13/82
13
country. It has over 21 million satisfied customers. Bharti Enterprises 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 world leaders like Singtel (Singapore
Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find,
Mauritius; International Finance Corporation, USA and New York Life
International, USA. Bharti provides a range of telecom services, which include
Cellular, Basic, Internet and recently introduced National Long Distance. Bharti
also manufactures and exports telephone terminals and cordless phones. Apart
from being the largest manufacturer of telephone instruments in India, it is also the
first company to export its products to the USA.
Airtel's journey to leadership began in Delhi in 1995. Since then, Airtel has
established itself across India in sixteen states covering a
population of over 600 million people. Airtel will soon cover the entire country
through a process of acquisitions and green field projects. With a presence in over
1,400 towns, Airtel today has the largest network capacity in the country.
In the last nine years Airtel has achieved many firsts and unique records: it was the
first to launch nationwide roaming operations, it was the first to cross the one
-
7/29/2019 Airtel0 Sanjay Kumar
14/82
14
million and the five million customer marks. It was also the first to launch services
overseas.
There are other 'firsts' credited to Airtel - many of them in the area of innovative
products and services. Today, Airtel innovates in almost everything that it presents
to the market. An excellent example is Easy Charge - India's first paperless
electronic recharging facility for prepaid customers. As evidence of its fine record,
Airtel has also been conferred with numerous awards. It won the prestigious
Techies Award for 'being the best cellular services provider' for four consecutive
years between 1997 and 2000 - a record that is still unmatched. And in 2003, it
received the Voice & Data Award for being 'India's largest cellular service
provider', amongst others.
As part of its continuing expansion, Airtel has invested over Rs. 1,065 billion in
creating a new telecom infrastructure. In 2003/04, Bharti Tele-Ventures earned a
gross profit of Rs. 16 billion on revenues of Rs. 50 billion.
-
7/29/2019 Airtel0 Sanjay Kumar
15/82
15
Corporate Structure
-
7/29/2019 Airtel0 Sanjay Kumar
16/82
16
-
7/29/2019 Airtel0 Sanjay Kumar
17/82
17
The Company is a part ofBharti Enterprises, and is India's leading provider of
telecommunications services. The businesses at Bharti Airtel have been structured
into three individual strategic business units (SBUs) - 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 corporate. All these services are provided under the Airtel brand. Its
include
Voice Services
Mobile Services
Satellite Services
Managed Data & Internet Services
Managed e-Business Services
Voice Services
Bharti Airtel became the first private fixed-line service provider in India. It is now
promoted under the Airtel brand. Recently, the Government opened the fixed-line
industry to unlimited competition. Airtel has subsequently started providing fixed-
-
7/29/2019 Airtel0 Sanjay Kumar
18/82
18
line services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka,
Tamil Nadu & UP (West).
Airtel Enterprise Services believes that these circles have high telecommunications
potential, especially for carrying Voice & Data traffic. These circles were
strategically selected so as to provide synergies with Airtels long distance network
and Airtels extensive mobile network.
Airtel Enterprise Services, India's premium telecommunication service, brings to
you a whole new experience in telephony. From integrated telephone services for
Enterprises and small business enterprises to user-friendly plans for Broadband
Internet Services (DSL), we bring innovative, cost-effective, comprehensive and
multi-product solutions to cater to all your telecom and data needs.
Voice - Product Portfolio
Airtel Enterprise Services telephone services go beyond basic telephony to offer
our users a whole host of Value Added Services as well as premium add-ons. Each
telephone connection from Airtel Enterprise Services is backed by a superior fibre-
optic backbone for enhanced reliability and quality telephony. Few of the Value
Added Services offered are Calling Line Identification, Three Party Conferencing,
Dynamic Lock, Hunting Numbers, and Parallel Ringing etc.
-
7/29/2019 Airtel0 Sanjay Kumar
19/82
19
Airtel Enterprise Services Voice Services provide Free Dial-up Internet access that
is bundled along with your Telephone connection from Airtel. Its fast, reliable and
gives you unlimited Internet access.
Mobile Services
Airtels mobile footprint extends across the country in 21 telecom circles. Its
service standards compare with the very best in the world. In fact, thats how
Bharti has managed to win the trust of millions of customers and makes it one of
the top 5 operators in the world, in terms of service and subscriber base.
The company has several Firsts to its credit:
The First to launch full roaming service on pre-paid in the country.
The First to launch 32K SIM cards.
The First in Asia to deploy the multi band feature in a wireless network for
efficient usage of spectrum.
The First to deploy Voice Quality Enhancers to improve voice quality and
acoustics.
The First telecom company in the world to receive the ISO 9001:2000
certification from British Standards Institute
-
7/29/2019 Airtel0 Sanjay Kumar
20/82
20
Satellite Services
Airtel Enterprise Services provides you connectivity where ever you take your
business Our Satellite Services bring you the benefits of access in remote locations.
Airtel Enterprise Services is a leading provider of broadband IP satellite services
and DAMA/PAMA services in India. Our solutions support audio, video and voice
applications on demand.
Satellite Services include :
PAMA/DAMA
-
7/29/2019 Airtel0 Sanjay Kumar
21/82
21
BITInternet
VPN
Satellite based IPLCs for redundancy reasons
Managed Data & Internet Services
Airtel Enterprise Services brings you a comprehensive suite of data technologies.
So we are able to support all types of networks and ensure our customers can
migrate their network to the future seamlessly. Our Managed Data & Internet
services make our customers future proof.
Managed Data & Internet Services include :
MPLS
ATM
FR
Internet
IPLC
Leased Lines
-
7/29/2019 Airtel0 Sanjay Kumar
22/82
22
Customised Solutions
International Managed Services
Metro Ethernet
Managed e-Business Services
Airtel Enterpirse Services, offers an internationally benchmaked, carrier class
hosting, storage and business continuity services.
A range of services that help to keep your business running the way you want-
24x7. Thanks to our world-class high tech Data Centres.
Managed e-Business Services include :
Co-lo: Dedicated and Shared
BCRS Services
Web hosting
http://www.airtelenterprise.com/colocation.htmlhttp://www.airtelenterprise.com/colocation.htmlhttp://www.airtelenterprise.com/hosting.htmlhttp://www.airtelenterprise.com/hosting.htmlhttp://www.airtelenterprise.com/hosting.htmlhttp://www.airtelenterprise.com/colocation.html -
7/29/2019 Airtel0 Sanjay Kumar
23/82
23
SWOT ANALYSIS
-
7/29/2019 Airtel0 Sanjay Kumar
24/82
24
SWOT ANALYSIS
Following is the SWOT Analysis forAIRTEL
STRENGTH
VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on the
telecom, around 93% of the total revenue comes from telecom(Total
telecom revenue Rs 3,326).
LEADERSHIP IN FAST GROWING CELLULAR SEGMENT Airtel is
holding leadership position in cellular market.. Bharti Airtel is one of India's
leading private sector providers of telecommunications services based on an
aggregate of 27,239,757 customers as on August 31, 2006, consisting
-
7/29/2019 Airtel0 Sanjay Kumar
25/82
25
of 25,648,686 GSM mobile and 1,591,071 broadband & telephone
customers.
PAN INDIA FOOTPRINT Airtel offers the most expansive roaming
network. Letting you roam anywhere in India with its Pan-India presence,
and trot across the globe with International Roaming spread in over 240
networks. 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 92 cities.
THE ONLY OPERATOR IN INDIA OTHER THAN VSNL HAVING
INTERNATIONAL SUBMARINE CABLES. Airtel, the monopoly
breaker shattered the Telecom monopoly in the International Long Distance
space with the launch of International Submarine cable Network i2i jointly
with Singapore Telecommunications Ltd. in the year 2002. This has brought
a huge value to the IPLC customers, delivering them an option besides the
incumbent carrier, to connect to the outside world.
-
7/29/2019 Airtel0 Sanjay Kumar
26/82
26
WEAKNESS
AIRTEL has less numbers of retailers.
Less force- It has less numbers of marketing personnel.
It has not planned for setting up of any new plants where their services hasplanned to set up several new services.
It has no extra features in the brand that differentiate its from othercompetitors.
Airtel has less number of tie-ups with mobile manufacture as compare toother compotators
OPPORTUNITIES
It can take the market very well with the new investment of $ 143 millions.
It can give a big jerk to its major competitor IDEA it can increase its numberof products in consumer goods.
Increasing trend of AIRTEL of different brand.
-
7/29/2019 Airtel0 Sanjay Kumar
27/82
27
THREATS
It has continuous threat from Idea and Vodafone as well as various other
competitors.
Airtel has a major market than other compotator due to advertisement ofworld cup cricket.
A large amount of expenses on the advertisement.
Every month new operators are coming in telecom market
BSNL is major threat in price war
-
7/29/2019 Airtel0 Sanjay Kumar
28/82
28
o
o
o
o
o
o
CHAPTER 3
OBJECTIVES
-
7/29/2019 Airtel0 Sanjay Kumar
29/82
29
CHAPTER 3
OBJECTIVES
The Indian communications scenario has transformed into a multiplayer, multi
product market with varied market size and segments. Within the basic phone
service the value chain has split into domestic/local calls, long distance players,
and international long distance players. Apart from having to cope with the change
in structure and culture (government to corporate), Airtel has had to gear itself to
meet competition in various segmentsbasic services, long distance(LD),
International Long Distance (ILD), and Internet Service Provision (ISP).It has
forayed into mobile service provision as well.
Objective of study are:
What marketing strategies the Airtel is implementing to defend and increase
the market share.
To find who are the competitors of the Airtel and the market shares of the
competitors and what strategies Airtel is implementing to beat its
competitors.
To find out how Airtel react to the technology changes in the communications
sector,
-
7/29/2019 Airtel0 Sanjay Kumar
30/82
30
IMPORTANCE AND SCOPE OF THE PROJECT
Importance of Project
Importance of my project on AIRTEL is to study buying behavior of customer
To find out the attributes that affects the buying behavior of the AIRTEL service .
To know the satisfaction level of recharge vouchers offered by the company.
To find the reasons for cancellation of AIRTEL connection
My study area was the Meerut. My study is helpful for many players in Home Appliances tomake following strategies related to advertising for any particular company: -
Advertising strategy according to the age of final users.
To analyze the brand recall of other products in the same segment.
To analyze the perception of consumers related to ads of durables.
Scope of the project
The project under taken was to study customer buying behavior. Asper this study I analyzed :
Brand Recall of AIRTEL, Effect of Advertising on Consumer Attitude, Consumer Perception
about AIRTEL.
-
7/29/2019 Airtel0 Sanjay Kumar
31/82
31
CHAPTER 4
LITERATURE REVIEW
-
7/29/2019 Airtel0 Sanjay Kumar
32/82
32
CHAPTER 4
LITERATURE REVIEW
RELATIVE MARKET SHARE
LEASED
PRIVATE
CIRCUIT
ISP
CELLULAR
SERVICE
BASIC TELEPHONE
(Fixed Line)
STARS QUESTIONMARK
COWSDOG
HIGH
LO
LOW
GROWTH
HIGH
-
7/29/2019 Airtel0 Sanjay Kumar
33/82
33
BCG Matrix is used to find out the relative growth prospects of the product line.
Within the Airtel product line leased, private, circuit are among star.
Airtel is going to have a submarine cable between Singapore and Chennai with the
collaboration of singtel. This wills airtel to maintain its position in IPLC market.
Right in India only VSNL have such cables.
To portray alternative corporate growth strategies, Igor Ansoff conceptualized a
matrix that focused on the firms present and potentialproducts and markets /
customers. He called the four product-market strategic alternatives
market penetration [existing market + existing product],
market development[existing product + new market],
MARKET
PENETRATION
ENTERED INBROADBAND AND
PRODUCT
DEVELOPMENT
IPLC PRODUCTS
MARKET
DEVELOPMENT
LOOKING FOROVERSEAS MARKET
DIVERSIFICATION
OUTSOURCING
-
7/29/2019 Airtel0 Sanjay Kumar
34/82
34
product development[existing market + new product], and
Diversification [new product + new market].
The company should follow all four strategies depending on the demand and
product as indicated in the matrix. The company perhaps needs to focus more on
the comparatively neglected area of diversification.
MARKET PENETRATION: Airtel entered in broadband and fixed phone
line market.
PRODUCT DEVELOPMENT: IPLC products
MARKET DEVELOPMENT: Airtel is now looking for overseas market.
Company has already make his presence in Nigeria and Seychelles
DIVERSIFICATION : Airtel has now outsourcing sum of its services like
customer services with IBM
-
7/29/2019 Airtel0 Sanjay Kumar
35/82
35
The industry structure has become relatively unfavorable compared to earlier
monopolistic times
The earlier pattern used to be that the national telecom company used to own every
segment of the value chain till the international gateway. With liberalization there
was competition in virtually every segment. There are companies that provide local
connectivity, those that function as long distance carriers, and those that provide
only gateway links. Some integrated players operate in all segments. The intensity
-
7/29/2019 Airtel0 Sanjay Kumar
36/82
36
of competitive pressures across the chain is reflected in the downward spiral being
witnessed in tariffs and prices to customer.
The value chain for cellular mobile service and Internet Service Providers (other
than cable based net connections) are similar in as much as the calls reach the
destination through similar local loop, long distance and international gateway.
-
7/29/2019 Airtel0 Sanjay Kumar
37/82
37
ENVIRONMENTAL ANALYSIS
It is a systematic examination of all 3 levels of the environment with at least three
purposes:
Detecting important economic, social, cultural, environmental, health,
technological, and political trends, situations, and events
Identifying the potential opportunities and threats for the institution
implied by these trends, situations, and events
limitations
STEEP refers to changes in the social, technological, economic, environmental,
and political sectors that affect organizations directly and indirectly.
A STEEP analysis of the macro environment indicates that economic (a phone call
being a cheaper way to stay in touch than outstation travel for example) and social
factors (working outside the home town) have forced the pace of utilization of
technology (Public Call Offices, mobile phones, networked companies). Increasing
customer awareness has raised expectations and vocal demands are being
articulated for consumer rights; such political factors have in turn impacted the
competitive environment by way of entry of private players, independent
-
7/29/2019 Airtel0 Sanjay Kumar
38/82
38
regulation, and a policy framework tilted towards a level playing field for new
entrants. A near environment analysis indicates that the competitors are becoming
active resource rivals (political and financial) apart from applying pressures as
customer rivals. The customer has, needless to say, benefited from increased
choice from within the communications services basket itself.
CORE COMPETENCE
Airtel core competencies are sales & promotions and as of now Airtel is leading
brand in mobile services in India. Airte have three big personality Viz. Sachin
Tendulkar , Shahrukh Khan and music maestro A. R. Rahman for endorsing there
product and services currently Airtel is outsourcing there no competence function
and try to fully concentrate on his core competency that is sales promotion.
-
7/29/2019 Airtel0 Sanjay Kumar
39/82
39
Subscriber Base as on 31st
July 2005 ( in millions)
Fixed Mobile Total
Market
share
(%age)
Private
Operators
6.43 47.33 53.76 50.24
PSU
Operators
40.74 12.50 53.24 49.76
Total 47.17 59.83 107.00 100
-
7/29/2019 Airtel0 Sanjay Kumar
40/82
40
The Kano et al. (1996) model of customer satisfaction classifies product attrib utes
based on how they are perceived by customers and their effect on customer
satisfaction (Kano, Serakuet al. 1996). According to the model, there are three
types of product attributes that fulfil customer satisfaction to a different degree: 1)
basic or expected attributes, 2) performance or spoken attributes, and 3) surprise
and delight attributes.
A competitive product meets basic expected attributes, maximises performances
attributes, and includes as many excitement attributes as financially feasible. In
the model, the customer strives to move away from having unfulfilled
requirements and being dissatisfied
The performance or spoken attributes (the central line of the model) are those
expressed by customers when asked what they want from the product. Depending
on the level of their fulfilment by a product or a service these requirements can
satisfy or dissatisfy consumers.
The basic or expected attributes (lower curve in the model) are basic attributes,
which customers take for granted and they are so obvious that they are not worth
-
7/29/2019 Airtel0 Sanjay Kumar
41/82
41
mentioning. While the presence of these attributes is not taken into account, their
absence is very dissatisfying.
The surprise and delight attributes (upper curve in the model) lay beyond
customers expectations. If they are present they excite the customer, but their
absence does not dissatisfy, as customers do not expect them.
A successful combination of expected and exciting attributes provides a company
with an opportunity to achieve competitive advantage. A successful company will
correctly identify the requirements and attributes and use them to document raw
data, user characteristics, and important service or product attributes.
To make information about the identified requirements about attributes
understandable and useful for designers, a so-called Quality Function Deployment
(QFD) approach is often being used. The goal of QFD is to assure that the product
development process meets and exceeds customer needs and wants and that
customer requirements are propagated throughout the life cycle of the product. The
approach uses a number of matrices, which help translating customer requirements
into engineering or design parameters, specifying product features, manufacturing
operations and specific instructions and cont rols. QFD allows for the minimising
-
7/29/2019 Airtel0 Sanjay Kumar
42/82
42
of errors and the maximising of product quality for customers. The approach is
probably the only existing quality system with such strong orientation to customer
satisfaction.
Innovation framework
The process of adopting new products has also been studied within innovation
adoption literature, and in particular the Rogers (1995) innovation framework.
The framework suggests five steps, through which an adopter goes to the adoption
of a new product or a service (Rogers 1995: 36):
first knowledge of an innovation forming an attitude toward the innovation
decision to adopt or reject implementation of the new idea confirmation of this
decision Rogers model closely resembles the customer satisfaction model by
Engel et al. (1995), see (Figure 3). The first knowledge is acquired when an
individual is provided with the information about the innovation. The attitude is
formed evaluating the features of innovation and a resolution on accepting or
rejecting the product follows. Implementation corresponds to the consumption and
confirmation refers to the need to reaffirm the decision about the innovation
adoption.
-
7/29/2019 Airtel0 Sanjay Kumar
43/82
43
Rogers also maintained that people accept innovation differently, depending on
their personality, their innovativeness, and interpersonal communication, and
according to this could be classified into innovators, early adopters, early majority,
late majority, and laggards (Figure 6). Innovators seek newness and value the time
period that is passed since the product launch. Laggards seek reassurance and
confirmation about product or service qualities through interpersonal
communication and word-of-mouth.
A large number of studies have analysed the differences between earlier and later
adopters based on socio-economic, demographic, cultural, or psychological criteria
(Tornatsky, Eveland et al. 1983), (Gatignon and Robertson 1985), (Frank,
Sundqvist et al. 2001),
-
7/29/2019 Airtel0 Sanjay Kumar
44/82
44
CHAPTER 5
RESEARCH METHODOLOGY
-
7/29/2019 Airtel0 Sanjay Kumar
45/82
45
CHAPTER 5
RESEARCH METHODOLOGY
1. According to Clifford Woody Research comprises defining and redefining problems
formulating hypothesis or suggested solutions; collecting organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusions
to determine whether they fir the formulating hypothesis.
2. Research approaches
3. Descriptive research :The research study is conducted through descriptive research.
Descriptive research design is a scientific method which involves observing and
describing the behavior of a subject without influencing it in any way or to identify the
cause of something that is happening. For instance, this research could be used in order to
find out what age group is buying a particular Brand of the product, where a companys
market share differs between geographical region or to discover how many competitors a
company has in their conducting the research must comply with strict research
requirement in order to obtain the most accurate figures / results possible.
4. Research design
A research design is the determination and statement of the general research approach or
strategy adopted for the particular project.
5. Sample size The number of sample is 110 from Gujrola and adjoining market, which
fulfills the requirement. Each respondent is treated as a case of detailed analysis
6. Sampling design
-
7/29/2019 Airtel0 Sanjay Kumar
46/82
46
Convenience sampling is used for this study. Convenience sampling is used in exploratory
research where the researcher is interested in getting an inexpensive approximation of the
truth. As the name implies, the sample is selected because they are convenient. This non
probability method is often used during preliminary research efforts to get a gross estimate of
the results, without incurring the cost or time required to select a random sample.
7. Data collection method
For the accumulation of data the sources were primary and secondary data.
Primary Data: These data are raw material. They are the measurement observed and
recorded as a part of original study. They are original in character. The investigator or
researcher directly collects this data. The basic form of obtaining this data is by observing
and questioning. The Primary data was a detailed interview schedule with the help of a
detailed questionnaire. The samples were drawn purposively from various areas for the
relevance of the study. Discussions were held with the general, branch manager and
executives of the company to design and execute the research
Secondary Data:
They are not originally drawn by the researcher as fresh data. These are collected by some
other person for this purpose and published. These types of data can be collected through
various sources. For this study the secondary data were collected from magazines ,journals ,
references and websites and manuals of the TATA Indicom.
Tools and techniques of analysis
8. Percentage analysis and statistical tools were used in the study. The statistical tools used
for data analysis are Rank correlation and hypothesis testing. ANOVA and t test had
applied for hypothesis testing.
-
7/29/2019 Airtel0 Sanjay Kumar
47/82
47
9. Rank Correlation = If Rank Correlation is negative we can say that there is no correlation
between the variable,if rank correlation is positive we can say that there is a relation
between the variable, if theRank correlation is less than.06 we can say that there is a low
degree of relation between the
-
7/29/2019 Airtel0 Sanjay Kumar
48/82
48
Process of research methodology
Sample Design
Data Collection
Data analysis
Reporting of Findings
Research Design
Objective of Study
-
7/29/2019 Airtel0 Sanjay Kumar
49/82
49
RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a particular study. A
Research Design is the arrangement of conditions for collection and analysis of the data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
Research Design is broadly classified into three types as
Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with describing the
character tics of a particular individual, or of a group of individual under study comes under
Descriptive Research Design.
Descriptive Research Design:
In this research design the objective of study is clearly defined and has accurate
method of measurement with a clear cut definition of population which is to be studied.
For TV Sating the research problem
Two steps are involved in for TELECOM the research problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an analytical point of view.
The training sessions are conducted in the beginning of training in order to make
us clear about the task provided and how to handle the different situations.
SAMPLING DESIGN
-
7/29/2019 Airtel0 Sanjay Kumar
50/82
50
A Sample Design is a definite plan for obtaining a sample from a given population. It refers to
the technique and the procedure adopted in selecting items for the sample. The main constitution
of the sampling design is as below-
1. Sampling Unit
2. Sample Size
3. Sampling Procedure
SAMPLING UNIT
A sampling framework i.e. developed for the target population that will be sampled i.e. who is to
be surveyed.
Customers
SAMPLE SIZE
It is the substantial portion of the target population that are sampled to achieve reliable results.
Sample size = 110 respondents (Customer) at Meerut and Bulandshahar.
SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample, a non-probability
sampling technique is applied for the targetmarket.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of the universe for
constituting a sample on the basis that the small mass that they so select out of a huge one will be
typical or representative of the whole.
J udgment sampling:
To select population members who are good prospects for accurate information?
-
7/29/2019 Airtel0 Sanjay Kumar
51/82
51
LIMITATIONS
-
7/29/2019 Airtel0 Sanjay Kumar
52/82
52
LIMITATIONS
While learning any thing new there are some limitations and this project is no exception.
Limitations while making projects
1. sometime problems were faced while collecting data.
2. as it was the first time experience of learning while working so it takes time to adjust.
Limitation of time
Time availability was one of the biggest limitations face due to shortage of time we had to
limit the work in its present form.
Other limitations
1. Since I did not have any previous experience so it may have led to discrepancies in the
report.
2. As the environment was very new to me so it takes some time to become friendly.
-
7/29/2019 Airtel0 Sanjay Kumar
53/82
53
CHAPTER 6
DATA ANALYSIS &
INTERPRETATION
-
7/29/2019 Airtel0 Sanjay Kumar
54/82
54
CHAPTER 6
DATA ANALYSIS & INTERPRETATION
Data is collected from both the Primary sources i.e. questionnaire and also
from Secondary sources.
Primary sources:
The primary source of data collection is through questionnaire. The
questionnaires are distributed among 35 peoples and their view is recorded
and used in analyzing the data
Secondary sources :
The secondary sources includes online sites, newspapers and templates from
AIRTEL distributions centers and AIRTEL Customer Care.
-
7/29/2019 Airtel0 Sanjay Kumar
55/82
55
People know about AIRTEL cellular service through
30 % Friends 70% Advertisements 5% Other Sources
Hence it is clear that 30% know through friends 70% through Advertisements and5% from other sources
friends 30
advertisem 65
other sour 5
friends
advertiseme
other sourc
-
7/29/2019 Airtel0 Sanjay Kumar
56/82
56
Feature of AIRTEL forced people to use AIRTEL is
35% Advertisements 20% Connectivity 10%Schemes
35%Goodwill
Hence it is clear that 35% by airtel because of advertisement and 10 because ofschemes and 35% by goodwill
advertisement
connectivity
schemes
goodwill
-
7/29/2019 Airtel0 Sanjay Kumar
57/82
-
7/29/2019 Airtel0 Sanjay Kumar
58/82
58
Advertisements 25%
Connectivity 60% Schemes 15%
Hence connectivity is dominant feature
ADVERTISEMENTS
CONNECTIVITY
SCHEMES
-
7/29/2019 Airtel0 Sanjay Kumar
59/82
59
AIRTEL users in peoples phone book
Less than 30% : 15%30% - 70% : 25%
More than 70% : 60%
After survey it is clear that airtel user are more in address book of users
0-30
30-70
70-100
-
7/29/2019 Airtel0 Sanjay Kumar
60/82
60
Type of advertisement mostly like by people in AIRTEL is
Audio Visual : 85%Print : 2%Audio : 13%
Hence 85% advertisement are preferred Audio Visual
Celebrity liked by people very much in AIRTEL
Audio Visual
Print
Audio
-
7/29/2019 Airtel0 Sanjay Kumar
61/82
61
Sachin : 55%Shahrukh : 38% Kareena
: 2%A. R. Rehman : 5%
Hence Schin is most popular
SACHIN
SHAHRUKH
KAREENA
A.R. REHMAAN
-
7/29/2019 Airtel0 Sanjay Kumar
62/82
62
People take benefits of schemes offered by AIRTEL
YES : 85%NO : 13%CANT SAY : 2%
Yes take all scheme
People like most in AIRTEL is
YES
NO
CANT SAY
-
7/29/2019 Airtel0 Sanjay Kumar
63/82
63
NOKIA + AIRTEL : 86%AIRTEL MAGIC : 5%Postpaid services : 8%AIRTEL Broadband : 1%
People like nokia with airtel
Service liked by people most in AIRTEL is
NOKIA + AIRTEL
AIRTEL MAGIC
Postpaid services
AIRTEL Broadband
-
7/29/2019 Airtel0 Sanjay Kumar
64/82
64
AIRTEL missed you service : 63%Ring tones : 15%Hello tunes : 22%
Most poplar service is airtel missed by you
AIRTEL missedyou service
RINGTONES
HELLOTUNES
-
7/29/2019 Airtel0 Sanjay Kumar
65/82
65
People participate contest offered by AIRTEL like BID TO WIN, LIL
CHAMPS
YES : 72%NO : 28%
People participate in bids
YES
NO
-
7/29/2019 Airtel0 Sanjay Kumar
66/82
66
Type of recharge cards liked by people
More talk time : 23%
More validity : 15%
Both : 62%
Hence more talk time is preferred by people
More talktime
More validity
Both
-
7/29/2019 Airtel0 Sanjay Kumar
67/82
67
AIRTEL is #1 in India
Yes : 95%No : 5%
Hence 95% of Customer say Airtel is No 1
Yes
No
-
7/29/2019 Airtel0 Sanjay Kumar
68/82
68
CHAPTER 7
Findings
-
7/29/2019 Airtel0 Sanjay Kumar
69/82
69
CHAPTER 7
Findings
Strategic alliance 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 investments made in the Indian telecom sector.The
companys 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.
OutsourcingThe call center operations for the mobile services have been
outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.
Overseas Market.Airtel is looking for overseas market and already atarted
operation in Nigeria and Seychelles.
http://www.singtel.com/http://www.singtel.com/http://www.singtel.com/ -
7/29/2019 Airtel0 Sanjay Kumar
70/82
70
CompetitionAirtel is facing strong competion from MTNL and BSNL
inspite of the fact they are far away from airtel technologically but but these
two have a inside rach in rural and urban area and have low tariff rates.
Brand Ambassador Airtel have strong brand ambassador, Sachin tendulcar,
Shahrukh khan and A . R. rehman to promote there product and services.
Leader in Telecom market Airtel is holding a position of Market Leader
by having 21 percent of the total market share.
-
7/29/2019 Airtel0 Sanjay Kumar
71/82
71
CONCLUSION
-
7/29/2019 Airtel0 Sanjay Kumar
72/82
72
CONCLUSION
India has a mere 1.2 telephones for every 100 of its people. This is way below international
standards and is not becoming of a country aspiring to be major player in the global economy of
the 21st century. This means that opportunities for investment in this sector are immense. Basic
voice service is the biggest market. Installation of around 25 million direct lines by the year 2001
will require an investment of us$ 22 billion.
Due to the growing need for mobile phones, its no wonder that service providers are going all
out to capture, as much market space as they can. As the number of mobile phone users are
estimated to rise to about 120 million by 2008,its not surprising that most of the leading service
providers in india have started branding and marketing their services more aggressively.
The conducted study try to examine the market mindset towards one of the major player in the
telecom sector. The selected company for the study is Airtel which is having a reputation in the
market. This study had examined customer evaluation about the Airtel provided by the company.
It also investigates the major reasons behind cancellation of services by the customers. The
major findings are
.
-
7/29/2019 Airtel0 Sanjay Kumar
73/82
73
SUGGETION AND
RECOMMENDATION
-
7/29/2019 Airtel0 Sanjay Kumar
74/82
74
SUGGETION AND RECOMMENDATION
After the complete analysis of entire STUDY we put forward a set of
recommendations which are a follows:
PRICING Depending on the market conditions / competition from cellular
or wll-mobile service providers and also to suit local conditions, there
should be flexible pricing mechanism (either at central or local level).
IMPROVEMENT IN TECHNOLOGY Airtel should immediately shift to
third generation switches by replacing its c-dot switches. This will improve
the quality of service to desired level and provide simultaneous integration
with the nationwide network. The special distribution of the transmission
towers should be increased to avoid no signal pockets
ESTABLISHMENT OF DISTRIBUTION CHANNELS Airtel should establish
widespread and conspicuous distribution to match that of the competitors. The
distribution network shall make the product visible and available at convenient
locations.
-
7/29/2019 Airtel0 Sanjay Kumar
75/82
75
UNTAPPED RURAL MARKET Large part of Indian rural market is still
untapped therefore airtel is required to bring that area under mobility.\
IPCL International Private Leased Circuit
BSNL Bhart Sanchar Nigam Ltd
MTNL Mahanagar Telephone Nigam Ltd
TRAI Telephone Regulatory Authority Of India
-
7/29/2019 Airtel0 Sanjay Kumar
76/82
76
Questionnaire
-
7/29/2019 Airtel0 Sanjay Kumar
77/82
77
Questionnaire
Q1. People know about AIRTEL cellular service through
(a) Friends(b) Advertisements(c) Other Sources
Q2. Feature of AIRTEL is better than the peoples previous cellular service.
1. Advertisements2. Connectivity3. Schemes
Q3. AIRTEL users in peoples phone book
Less than 30%30% - 70%
More than 70%
Q4. Type of advertisement mostly like by people in AIRTEL is
1. Audio Visual :
2. Print :3. Audio :
-
7/29/2019 Airtel0 Sanjay Kumar
78/82
78
Q5. Celebrity liked by people very much in AIRTELSachin :Shahrukh :KareenaA. R. Rehman :
Q6. People take benefits of schemes offered by AIRTEL
YES :NO :CANT SAY :
Q7. People like most in AIRTEL is
NOKIA + AIRTEL :AIRTEL MAGIC :Postpaid services :AIRTEL Broadband :
Q8. People like nokia with airtel
Service liked by people most in AIRTEL is
AIRTEL missed you service :Ring tones :Hello tunes :
-
7/29/2019 Airtel0 Sanjay Kumar
79/82
79
Q9. People participate contest offered by AIRTEL like BID TO WIN, LILCHAMPS
YES :NO :
Q10. Type of recharge cards liked by people
More talk time :
More validity :
Both :
-
7/29/2019 Airtel0 Sanjay Kumar
80/82
80
-
7/29/2019 Airtel0 Sanjay Kumar
81/82
81
BIBLIOGRAPHY
-
7/29/2019 Airtel0 Sanjay Kumar
82/82
BIBLIOGRAPHY
BOOKS:
Kotler, Philip (2004)
Marketing Management, Eleventh Edition (New Delhi: Prentice Hall of India)
Kothari, C.R (1999)
Research Methodology (Delhi: Global Business press)
S.L. Gupta and V.V. Ratna (2004)
Advertising and Sales Promotion Management, First Edition (New Delhi: Sultan Chand
& Sons)
JOURNALS/ MAGAZINES:
Indian Journal of MarketingVolume xxxiv (Oct 2007)
Indian Journal of ManagementVolume xxxv (March 2009)
Survey of Indian IndustriesThe Hindu (2007)
NEWSPAPER:
Times of India (March 1, 2009)
Times of India (March 9, 2009)
www.airtelworld.com
airtel-broadband.com