“A STUDY ON BRAND LOYALTY OF AIRTEL IN DELIVERING

CUSTOMER VALUE AND SATISFACTION”

ROUGH DRAFT SUBMITTED IN THE PARTIAL FULFILMENT OF THE COURSE TITLED

–

MARKETING MANAGEMENT

SUBMITTED TO:

DR. MANOJ MISHRA

SUBMITTED BY:

NAME: AARYAKI RANA

COURSE: B.B.A., LL.B (Hons.)

ROLL NO: 1801

SEMESTER: 2ND

CHANAKYA NATIONAL LAW UNIVERSITY, NYAYA NAGAR,

MITHAPUR, PATNA - 800001
INTRODUCTION:
Bharti Airtel Limited is an Indian global telecommunications services
company based in New Delhi, India. It operates in 16 countries
across South Asia and Africa. Airtel provides GSM, 3G, 4G
LTE and VoLTE mobile services, fixed line broadband and voice
services depending upon the country of operation. Airtel had also
rolled out its VoLTE technology across seven telecom circles namely
Mumbai, Maharashtra and Goa, Madhya Pradesh, Chhattisgarh,
Gujarat, Andhra Pradesh & Telangana, Karnataka, Chennai and Kolkata
in India and should roll out the technology in rest circles by end of
March 2018. It is the largest mobile network operator in India and
the third largest in the world with over 386 million subscribers. Airtel
was named India's second most valuable brand in the first ever Brandz
ranking by Millward Brown and WPP plc.
Airtel is credited with pioneering the business strategy of outsourcing
all of its business operations except marketing, sales and finance and
building the 'minutes factory' model of low cost and high volumes.
Several operators have since adopted the strategy. Airtel's equipment
is provided and maintained by Ericsson, Huawei, and Nokia Solutions
and Networks, whereas IT support is provided by IBM. The
transmission towers are maintained by subsidiaries and joint venture
companies of Bharti including Bharti Infratel and Indus Towers in India.
Ericsson agreed for the first time to be paid by the minute for
installation and maintenance of their equipment rather than being paid
up front, which allowed Airtel to provide low call rates
of ₹1 (1.5¢ US)/minute.

AIMS AND OBJECTIVES:

1. The researcher tends to analyze the customer network of Airtel.

2. The researcher tends to analyze the impact of Airtel users in the market.

3. The researcher tends to give certain suggestions, which would be useful to the company.
RESEARCH METHODOLOGY:

The researcher will be relying on Doctrinal method of research to complete the project. Non
Doctrinal – Questionnaire to users of Airtel on brand loyalty and Satisfaction (5 Questions each)

SOURCES OF DATA:

The researcher will be relying on the secondary sources to complete the project.

1. Secondary Sources: Books, newspapers and websites.

LIMITATIONS OF THE STUDY:

The researcher has territorial, monetary and time limitations in completing the project.

TENTATIVE CHAPTERIZATION:

1. Marketing: A brief introduction

2. Bharti Airtel: Background

2a Customer service and networking

2b Brand preferences

3. Research Methodology

4. Findings and Analysis

5. Conclusion and Suggestions

BIBLIOGRAPHY:

The researcher has consulted following sources to complete the rough proposal:

SECONDARY SOURCES:

1. WEBSITES:

a. http://articles.economictimes.indiatimes.com

b. https://www.thehindubusinessline.com/

c. https://www.wikipedia.org/

BOOKS:

Essentials of Marketing