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Airtel comes to you from Bharti Cellular Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states covering all four metros and more than 7 million satisfied customers.
To make mobile communications a way of life and be the customers' first choice.
We will meet the mobile communication needs of our customers through: •Error-free service delivery •Innovative products and services • Cost efficiency • Unified Messaging Solutions
We will delight our customer with our simplicity, speed & innovation. We will honour our commitment. We will follow the highest standard of professional integrity & behaviour. We will respect individual, build winning teams and lead by example. We will create a fun filled and friendly workplace.
AIRTEL MOBILE COMMUNICATIONS LIMITED:
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 7.42 million total customers, which constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2004.
Bharti Tele-Ventures vision for its mobile business is “To make mobile communications a way of life and be the customers first choice”. The mission is to meet the mobile communication needs of the customer through 1) error free service 2) Innovative products and services and 3) cost efficiency. The Company’s strategic objective is to consolidate its leadership position amongst the mobile service providers in India. The Indian mobile market, according to the COAI, has increased from approximately 1.2 million subscribers as of March 31, 1999 to approximately 29.21 million subscribers as of June 30, 2004. Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8% as of June 30, 2004, is significantly lower than the average mobile penetration rate in other Asian and international markets. The number of mobile subscribers in India is expected to show rapid growth over the next four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner. Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors: ⇏ ⇏ 2 Lower tariffs and handset prices over time; Growth in pre-paid customer category;
⇏ ⇏ ⇏
Greater economic growth and continued development of India's economy; Higher quality mobile networks and services; and Greater variety and usage of value added services.
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited.
Public, Listed on BSE 1985
New Delhi, India
Founded Headquarters Key people
Sunil Mittal Telecom Mobile
and Fixed-Line Telecommunication operator
$60 Billion Express Yourself
History of Pre-Paid : 1986 Main GSM radio transmission techniques were chosen.
1987 September - 13 operators and administrators from 12 areas in the CEPT GSM advisory
group signed the charter GSM (Grouped Spéciale Mobile) MoU "Club" agreement, with a launch date of 1 July 1991. The original French name Groupe Spéciale Mobile was changed to Global System for Mobile communications; but the original GSM acronym remains. In 1989, GSM responsibility was transferred to the European Telecommunication Standards Institute (ETSI), and phase I of the GSM specifications was published in 1990. Commercial services started in mid 1991, and by 1993 there were 36 GSM networks in 22 countries, with 25 additional countries like South Africa, Australia and many Middle and Far East countries opting for GSM. By the beginning of 1994, there were 1.3 million subscribers worldwide. The developers of GSM chose an unproven (at that time) digital system, as opposed to the then standard analog cellular systems like AMPS in the United States and TACS in the United Kingdom. They had faith in the advancements in compression algorithms and digital signal processors to allow the fulfillment of the original criteria and the continual improvement of the system in terms of quality and cost. The European Telecommunications Standards Institute (ETSI) defined GSM as the internationally accepted digital cellular telephony standard. GSM MOU was formally registered as an association registered in Switzerland with 156 members from 86 areas.
Mobile value-added services (MVAS) have led to the emergence of a fresh business ecosystem giving rise to supporting industries such as content development and aggregation. has been looking to MVAS to provide its next wave of growth. ranging from being the first mobile service in Delhi. first Indian company to provide comprehensive telecom services outside in India in Seychelles and first private sector service provider to launch National Long Distance Services in India. One of the majors. MVAS is now considered as a major tool for additional revenue. A well demarcated value chain of MVAS seem to have evolved.Airtel Pre-Paid service Airtel has been a pioneering force in the telecom sector with many firsts and innovations to its credit. MVAS could be the way out. first private basic telephone service provider in the country. service differentiation and customer retention. The evolution of the MVAS market has come in parallel with the changes and advances that have taken place in the telecom industry. In a scenario where Telco ARPUs have been squeezed down to rock bottom and most users prefer to go prepaid. 5 . Bharti Airtel.
” This year. Mobile VAS in India would account for 18% of the total revenues generated by operators from mobile services by end 2010. a prepaid mobile phone is not used solely for communication. the top five are subscription-based. Thiruvananthapuram. For Bharti Airtel. SMS revenues had risen from 4. Venkatesh V. Bharti Airtel.. 5. it is a cost-effective option that is available for entertainment. for news and for any other information that one may require. This shift in consumer behavior.5% to 11. Director of Marketing and Communications at Airtel.000 have taken the lead. has ensured that service providers are actively announcing various value-added services that will help retain customers. where subscribers expect more than just connectivity. and followed it up with another product with pre-release audio promos of films.1% in the previous fiscal to 6%.” commented Shireesh Mukund Joshi. “Today. Mobile Services. 2010.8%. This is happening even though contracts are needed to get popular phones such as the iPhone and the Droid. Airtel recently launched its own movie library. “Then came The Japanese Wife and the initiative has been extremely successful. Airtel pre –paid mobile customers in smaller cities like Mangalore. customers have been making a big shift away from two-year contracts toward "prepaid" cell phone service. said. Non-voice revenues. VAS accounted for 11. which often costs less and does not require contracts. Occupying an average of not more than 2% of available space on the customer’s handset per app. The downloads from Airtel App Central have indicated that the Indian mobile applications model will be different from the global one. CEO. Other popular categories included books. which are considered to be the core MVAS category. Karnataka Circle. downloads from Airtel App Central are being led by feature phones and not smart phones. entertainment and games. Pune and Udaipur with basic phones priced at less than Rs.According to industry estimates. Social networking and utility apps ranked highest on the popularity charts. Airtel Talkies. Surat. had increased from 9. While 25% of the apps are free to download.8% of its total revenues as on March 31. starting with My Name Is Khan. 6 .
the seven largest U. wireless carriers expanded their contract subscribers by just 230. customers pay an average of $11 per month. so he tacks on an unlimited-texting option for $20 per month.000 text messages. But as the recession forced more people to cut costs. because he talks no more than 15 to 20 minutes on the phone each month. a Washington-based think tank. For years. prepaid service appealed to a broader slice of the market. according to the New Millennium Research Council.Now prepaid service looks like it will get even more attractive. prepaid services traditionally let subscribers buy minutes in advance for around 10 to 20 cents each. Now it's possible to make unlimited calls and text messages on a prepaid plan for Rs.S. When the minutes are used up. Prepaid service. The popularity of text messaging is also making some people move away from contract plans that provide a big bucket of monthly minutes that may not get used..1 million new subscribers to the seven largest carriers in the quarter. people "refill" their accounts as needed.000 people in the first quarter. attracted about 3. and prepaid services responded by offering better deals.half of what it costs a customer with a contract on Verizon Wireless. the largest independent provider of prepaid service. That's because wireless carriers have hit a wall when it comes to finding new customers who will sign contracts. That costs him $5 per month. At Tracfone.45 a month . Together. with further price cuts. Finlay uses prepaid service from Airtel Mobile. such plans were marketed primarily to people who did not have the credit to qualify for plans with contracts. About one-fifth of Americans with cell phones are on prepaid. Airtel Pre-paid : 7 . meanwhile. He sends and receives up to 2. Unlike contract plans that bill subscribers each month for the services they used the previous month.
. you can buy a recharge coupon which gives you that much talk time on your cell phone. You will be surprised that today In India. Advantages of Pre-Paid: Some of the many advantages that you enjoy with Airtel Pre-Paid.Are you wary of committing yourself to a date for making your bill payments? Is it too much of a bother for you to remember dates for bill payments? Do you often end up paying late fees against your monthly utility services bills? Do you end up spending too much if you have the option to pay the bill later? Think over for if one of these represents you. That’s because almost every one of us wants to be in control of our cellular expense. 300 worth of talk time for a month. Once that money gets exhausted you can buy another recharge coupon for the same or different denomination depending on your future need. 8 .. For e. we have a solution for you.g. if you feel that you need Rs. Prepaid connections account for almost 60 to 70 percent of the total new entrants into cellular telephony. Prepaid allows you to be in control of your cellular expenses even while you are spending. Start thinking prepaid is our advice! So what exactly is this prepaid! It is simply a way of going cellular by paying for the talk time in advance.
Total Cost Control Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as much as you feel the need to! Now that's what we call complete freedom! No Rentals Buy an Airtel prepaid card without having to pay any rentals! No deposits Your Airtel prepaid card comes without you having to pay hefty deposits. It provides the added advantage of saving 9 . thus giving you the choice to either reject or take the call. recharge you Airtel prepaid card anytime. STD/ISD facility till the last rupee Now experience complete freedom like never before with Airtel! Our STD/ISD facility allows you to make long distance calls in India and Overseas from your cellular phone! Instant Balance Inquiry Check your talk-time instantly by calling our toll-free number! 60 second pulse Airtel provides you with a 60-second pulse rate! Freedom for you to experience like never before! Instant Recharge Avail of instant recharge on your Airtel prepaid card with just a few simple steps! 24-hour recharge facility With our round-the-clock recharge facility. anywhere! Caller Line Identification: Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call.
simply use your phone book. Call Divert. order flowers as well as send couriers or check your daily horoscope! Voice Mail service Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area.with the best service providers in the respective regions to ensure that you get uninterrupted coverage throughout. you can get up to-the-minute cricket scores. You can listen to your messages whenever you feel like. from anywhere in the world. We currently provide roaming coverage in more than 10 . Call Hold and Call Wait Avail of special services like call waiting.the incoming number directly in the Handset Phone Book. Voice Mail can store up to 75 messages. send messages and jokes to your friends and colleagues. call hold and call divert – all with your Airtel prepaid card! Short Messaging Service (SMS) With Airtel’s Short Messaging Service (SMS). So that the next time you want to call the same person. Airtel Out of Home Circle Service: We have established one of the most extensive roaming tie-ups . with each message of two-minute duration.both national and international. you don't need to retype his number. anytime anywhere! SMS based Information Services With Airtel's SMS based information services.
We also provide international roaming in 56 countries across 101 networks. Survay of Airtel Pre-Paid market –Noida Outlet Name Careter’s meeting Pt. National Roaming: Our national roaming coverage currently spans across more than a 1000 cities across India.1000 cities and major highways across India. Aalamcomm. 20% of people opt Reliance services because of its cheaper rate and flexible schemes. Airtel Competitor's Airtel market % market% market% 40% 67% 36% 45% 38% 45% 60% 33% 64% 55% 63% 55% 45% 45% 42% 43% 43% 57% Competitor's Airtel Lapu Competitor's Market% % Lapu % 55% 55% 58% 57% 57% 43% 41% 45% 43% 40% 38% 29% 59% 55% 57% 60% 63% 71% 11 . Final Touch Naaz photo comm. then Airtel is only 25% but there is very high recommendation for its better connectivity. Airtel Pre-Paid User 30 25 20 15 10 5 0 preferen… When the preferences for mobile phone connections were asked. Tone & melodies Milan comm. results drawn that 40% of persons prefer to take BSNL because they believe in BSNL’s better coverage & cheaper rates after BSNL. Airtel is rich in attractive schemes and plans for business persons and persons related to corporate world.
00% 62.27% 25% 25% 29% 35% 27% 25% 38% 24% 33% 28% 53% 45% 56% 57% 55% 45% 52% 48% 50% 49% Competitor's market% 47% 55% 44% 43% 45% 55% 48% 52% 50% 51% Airtel Competitor's Lapu % Lapu % 60% 45% 56% 48% 48% 44% 56% 60% 43% 54% 40% 55% 44% 52% 52% 56% 44% 40% 57% 46% Outlet Name Nair Gallery Poonam Art Gallery Aman comm.00% 75.47% 66.97% 64.Vijay electronics Aman comm. Antique Airtel market % 55% 50% 63% 44% 26% 43% 54% Competitor's market% 45% 50% 38% 56% 74% 57% 46% Airtel market% 45% 44% 42% 33% 47% 36% 54% Competitor's market% 55% 56% 58% 67% 53% 64% 46% Airtel Competitor's Lapu % Lapu % 33% 43% 42% 31% 40% 67% 43% 67% 57% 58% 69% 60% 33% 57% 12 .52% 72.73% 75.67% 72.Marketing Santacruz mart Mobile villa Vakola Mall Matrix telecom Gupta Telecom Moon contacts Mobile city Konkan electronics TOTAL Airtel market Competitor's % market% 43% 64% 61% 68% 80% 37% 58% 74% 44% 58% 61% 57% 36% 39% 32% 20% 63% 42% 26% 56% 42% 39% Airtel market% 40% 50% 9% 27% 40% 50% 38% 42% 33% 38% 24% Competitor's market% 60% 50% 91% 73% 60% 50% 62% 58% 67% 62% 76% Airtel Competitor's Lapu % Lapu % 33% 40% 41% 44% 44% 30% 45% 53% 45% 43% 43% 67% 60% 59% 56% 56% 70% 55% 47% 55% 57% 57% Outlet Name Gala & sons Bharat telecom Praveen & sons Zarina general store Ravi communication Sai communication Quality inn Nirmals shop Andheri Shop Total Airtel Competitor's Airtel market % market% market% 75.K. TOTAL 38% 42% 43% 45% 62% 58% 57% 55% 38% 40% 29% 43% 63% 60% 71% 57% 38% 38% 29% 37% 62% 62% 71% 63% Outlet name A 2 Z communication B. Rose comm.00% 70. Khar Internationals Saif business Unique telecomm.50% 76.
which is a very small amount. This could leave an impact on the mind of the consumer. of People who are using Airtel. These are the total no. He can even switch over his brand. It seems that people are more aware of Airtel than any other brand. Orpat watches Sindhi Mobiles TOTAL 56% 56% 45% 50% 44% 44% 55% 50% 42% 56% 40% 43% 58% 44% 60% 57% 43% 29% 38% 40% 57% 71% 62% 60% CUSTOMER SATISFACTION LEVEL: The above graph shows a slice of 50%.. 10% of the people seemed partially satisfied with the customer services and only 45% seem to be fully satisfied with Airtel’s customer services.Communications Harmain Entp. They are the ones who have the maximum share in the market but they are lagging behind in the customer services. 10% of the people were fully dissatisfied with the customer services of Airtel. Airtel Pre-Paid-GSM Growth In India 13 . As the above graph clearly shows that customer services at Airtel Seems poor. 35% of the people are dissatisfied with the customer services provided by Airtel.
MILESTONE OF COMPANY 14 .
and hopes to reach 100 million subscribers by 2010. The company added the next 25 million customers in just 14 months. Bharti Airtel has achieved the distinction of becoming the fastest private telecom company in world to achieve this landmark in a single country . today announced that it had crossed the 50 million customer mark. India’s leading telecommunication services provider. “This is a very proud moment for us and I would like to thank our 50 million customers for believing in Airtel. “Our next 50 million will largely come from rural India as our plan is to reach 5. With this. As the market gets ready for the next wave of growth. “We are delighted to have achieved this major landmark.” 15 . Akhil Gupta. covering 96 per cent of the Indian population. it crossed the 25 million customer mark. according to company executives. which puts Bharti Airtel amongst the top telecom companies in the world.” said Bharti Airtel president and CEO. I would like to thank our partners for having shared our vision. Going forward. Manoj Kohli. Bharti Airtel. and is now the world’s tenth largest wireless carrier. became the first Indian telecom company to serve 50 million customers last month.200 census towns and over five lakh villages. at a news conference this week. Mr. It is a tribute to our commitment to provide best-in-class services to our customers and lead the market with exciting innovations.” 7 8 9 Bharti Airtel crossed the 10 million customer mark in November 2004. The 50 million customer base covers mobile as well as broadband & telephone customers. we are committed to expanding our telecom networks wider and deeper across the country and partner India’s growth story. Bharti Airtel added. we believe this growth momentum will remain intact and we are gearing towards the 100 million customers mark. This milestone highlights the emergence of India as one of the top telecom markets in the world and we are proud to have been at the forefront of this growth. Bharti Airtel said. Joint Managing Director.1 2 3 4 Mobile phone operator. 5 Bharti Airtel. President & CEO. Bharti has doubled its user base in the past 14 months alone. In July last year. It underlines the strength of our unique business model and our vision to provide affordable services like lifetime prepaid to customers across the length and breadth of the country. We are committed to create a world-class organization and benchmark it with the best in the world. This is amongst the fastest rate of customer additions by any telecom company in the world. 6 Commenting on this major global landmark. Manoj Kohli.within 143 months of start of operations. Mr.
11 In the Enterprise business. It is readying to offer triple play to its customers with the launch of its IPTV service. with a sharp focus on the home and SME segments.10 In the mobile business. 1997 and the first in Delhi to introduce the Intelligent Network Platform First to provide Roaming to its subscribers by forming an association called World 1 Network.000 villages across India by 2010. It is also strengthening the corporate business towards becoming a preferred managed services partner for the top 2000 corporations. Bharti airtel among the top 10 best performing Companies in the world according to Business week it 100 lists. thereby covering 95% of the country’s total population.National in 400 cities in India and "SMART ROAM" International in over 60 countries and 95 networks all over the world. The company’s strategic focus will be on further strengthening the Airtel brand through best-in-class customer service. To expand it's network with the installation for second mobile switching centre in April. Operator to revolutionalize the concept of retailing with the inauguration of AirTel Connect (exclusive showrooms)in 1995. Bharti Airtel will invest substantially in the long distance business to achieve the scale of a global carrier within next 2-3 years. In Broadband & Telephone SBU. Awards: Bharti airtel draws top honours at the miss Asia It excellence awards 2006. • It is also the first company to export its products to the US. ORGANIZATION STRUCTURE 16 . AirTel has the largest automatic roaming service "SMART ROAM". Bharti Airtel plans to make considerable investments in Network expansion to establish presence in all census towns and over 500. It has been the first: • • • To launch Cellular service in Delhi on November. 1995. Bharti Airtel will initiate large-scale deployments of broadband network infrastructure in 94 towns. • First to provide roaming facility in USA. which is backed by wide national distribution. Airtel has taken the lead on many occasions.
customers. 2006. your Company was assigned highest Governance and Value Creation (GVC) rating viz. The call centre operations for the mobile services have been outsourced to IBM Daksh. Hinduja TMT. During the financial year 2003-04. in the company. PROMOTIONAL STRATEGY 17 . among others. equipment suppliers include Siemens. ‘Level 1’ rating by CRISIL. which will ensure sustainable. Nortel. capitalefficient and long-term growth thereby maximising value for its shareholders. employees and society at large. The company’s mobile network equipment partners include Ericsson and Nokia. Corning.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. The Company also has an information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call centre technology requirements. In the case of the broadband and telephone services and enterprise services (carriers). Company’s policies are in line with Corporate Governance guidelines prescribed under Listing Agreement/s with Stock Exchanges and the Company ensures that various disclosures requirements are complied in ‘letter and spirit’ for effective Corporate Governance. while adopting sound Corporate Governance practices. which indicates that the company’s capability with respect to creating wealth for all its stakeholders is the highest. This rating was reaffirmed by CRISIL on April 20. and Teletech & Mphasis. Corporate Governance Bharti Airtel Limited firmly believes in the principles of Corporate Governance and is committed to conduct its business in a manner.
service providers took new initiatives to woo customers. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. attracted the consumer through its low cost schemes. "In this context. there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti). Prominent among these were . the Indian cellular market witnessed a surge in cellular services. Expressing and communicating are perhaps two of the most basic emotions. By 2005. You need to go beyond all the rational identifiers . when you need to be heard. the market has grown considerably. Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I). Bharti TeleVentures. coverage and SMS is just not enough. AirTel enables you to make your point in the most expressive way. differentiating merely on network. accompanied by much higher competitive intensity. chief marketing officer. Idea relied heavily on its creative media advertising sans celebrities." Atul Bindal. We found this differentiator in a core human truth that defines our category . relying primarily on its creative advertising for the promotion of its brand. anywhere. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. The most important consumer segments in the cellular industry were the youth segment and the business class segment. anytime.which are prerequisites in any.celebrity endorsements. Hutch implemented the celebrity endorsement strategy partially.which is that there are moments when you need to make your point. As competition in the telecom arena intensified. BSNL could cover rural areas. Over the last couple of years. Being a state owned player. on the other hand. business solutions and talk time schemes. and this helped it increase its subscriber base.After the liberalization of the Indian Telecom Sector in 1994. The 18 .and connect at a deeper level. (Refer Exhibit II). We needed a strong differentiator in an increasingly commoditized and crowded market. which included celebrity endorsements and attractive talk time schemes. with deeper penetration and wider usage of voice and data services. All the players except RIM offered services based on the Global System for Mobile (GSM) technology. case . BSNL. Bharat Sanchar Nigam Limited (BSNL). Reliance was another player that cashed on its innovative promotional strategies. loyalty rewards. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular service market. Hutchinson-Essar limited (Hutch). discount coupons. expands on this.
given the increasing competitive pressure. VQE is a revolutionary new system that spectrally reduces background noise.campaign is towards owning this through 'Express yourself. AIRTEL NEWS • : Bharti Airtel inks USD 400 million network expansion contract with NOKIA. as well as different voice. 19 . conceived the campaign. was being driven in two different dimensions. "The moment you have as broad a canvas as 'Express yourself'. The VQE technology has been sourced from Tellabs of USA. with 30% of the market share." he informs. Brand image. However. It eliminates acoustic echo. in the past.' We believe 'Express yourself' allows us to connect at a deeper level and create a long-term platform for the brand. Bharti claimed that its strategies were one of the most ambitious experiments ever in the Indian pre-paid cellular telephony market. "'Express yourself' enables the brand to unify and connect across the entire base of our existing and prospective customers. doubts were being expressed regarding the ability of Bharti's marketing initiatives to help Magic retain its 'Magic' in the future AirTel launches VQE (Voice Quality Enhancer) for the first time in Kolkata Introducing VQE (Voice Quality Enhancer) for the first time in Kolkata. This assumes significance when viewed in the light of the company's pre. which. Magic led the market. "Brand AirTel is a category leader straddling completely different market segments such as consumer." observes Rediff's Prashant Godbole.and post-paid communication. as a result. "We will be taking the idea forward in many different ways in the forthcoming work." says Bindal. " In October 2002. adjusts speech levels in both directions and does away with low or distorted speech so that every word of your's can be heard clearly. Patel adds. data and payment platforms. along with creative partner Zarvan Patel. the challenge also lay in presenting a unified 'face' to the consumer. it becomes easy for anyone working on the brand to come up with new ideas and executions. That's what makes a good campaign idea. had been treated very differently. business and corporate. world leaders in Voice Quality technology. who." One of the most obvious benefits of owning a property such as 'candid expression' (and 'Express yourself') is the expansive nature of the thought." For AirTel. This is just the proverbial tip of the iceberg. wherever you may be speaking from.
Cellular users have been “forwarding” the tune to one another. Orange and Dolphin as well! “We did expect the tune to catch up but this has really exceeded our expectations. It is not very clear what this means for the other cellular operators.000 crores. “It gives the user a chance to go back to the AirTel product and acts as a strong reminder medium. it is a great advertising product for AirTel and works like a “walking. has given AirTel a chance to enter the “mind of the user” irrespective of which service he opts for.” admits Bharti Cellular’s chief marketing officer (western region) Pratik Pota. “The normal practice is to opt for film stars and sportsmen rather than an audio personality” he says. 1. The commercial which is currently on air has a beat which also doubles up as a ringtone which is ostensibly available only to AirTel users.” The ringtone which is also the jingle for AirTel’s TV commercial. he explains. Overall.600 crores. Notice of postal ballot for seeking consent of the shareholders on scheme of amalgamation of Satcom Broadband Equipments Limited and Bharti Broadband Limited with Bharti Airtel Limited. But the interesting part is that the ringtone is being flaunted not just by AirTel customers but by customers of rival service providers like BPL. 20 . is proving to be a potent advertising tool for the company. Bharti Airtel is amongst India’s Most Admired Knowledge enterprises in 2006. which according to Mr Pota. • • • • Bharti Airtel to Observe Silent period from October 1. Cellular service provider AirTel seems to have hit the right note with its new commercial starring musician A R Rahman. PBT crosses Rs.• Bharti Airtel limited: Q2 cash profit exceeds Rs. Marketing professionals like Samsika Marketing Consultants’ managing director Jagdeep Kapoor point to the usage of an “audio celebrity” as something that is significant. 1. talking brand ambassador. 2006.” he explains. Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE.
LITERATURE REVIEW: Airtel has been a pioneering force in the telecom sector with many firsts and innovations to its credit. one advertising professional working with a rival service provider opines that the tune is “transient” and not likely to have any long term impact as a brand building tool. Being the latest entrant in the Mumbai circle. seem to be doing their own homework on this brand of advertising. Says Mr. He anticipates a situation where the new entrant (AirTel) will continue to be more aggressive. first private basic telephone service provider in the country. Pota highlights the fact that the usage of the tune by other operators means “free advertising” for AirTel and the users having a positive disposition towards the product. first Indian company to provide comprehensive telecom 21 .” AirTel will have try to find ways to attract new customers and convert the existing ones.” Explaining that the usage of an audio celebrity was more “strategic than tactical”. “Competition will not do well to adopt a knee jerk reaction and will have to come out with advertising that is well thought out” explains Mr. AirTel has had to find ways of cutting through the clutter. Kapoor.Rivals. the nature of reaction from competition remains unclear. Kapoor. ranging from being the first mobile service in Delhi. While none of them commented on AirTel’s strategy and its impact on their own subscriber base. he adds that non-AirTel users will have the AirTel “brand experience” in spite of not using the service. though seemingly unfazed by the phenomenon. While Mr.
Airtel Talkies. “Then came The Japanese Wife and the initiative has been extremely successful. While 25% of the apps are free to download. Other popular categories included books. SMS revenues had risen from 4.5% to 11. 5. Mobile value-added services (MVAS) have led to the emergence of a fresh business ecosystem giving rise to supporting industries such as content development and aggregation. Airtel recently launched its own movie library. and followed it up with another product with pre-release audio promos of films. For Bharti Airtel. Airtel pre –paid mobile customers in smaller cities like Mangalore. One of the majors. Social networking and utility apps ranked highest on the popularity charts. downloads from Airtel App Central are being led by feature phones and not Smartphone’s. According to industry estimates. had increased from 9.” commented Shireesh Mukund Joshi. Thiruvananthapuram. A well demarcated value chain of MVAS seem to have evolved. Non-voice revenues. MVAS could be the way out. VAS accounted for 11. which are considered to be the core MVAS category. 22 . the top five are subscription-based. The downloads from Airtel App Central have indicated that the Indian mobile applications model will be different from the global one.services outside in India in Seychelles and first private sector service provider to launch National Long Distance Services in India. 2010. Mobile VAS in India would account for 18% of the total revenues generated by operators from mobile services by end 2010. service differentiation and customer retention.000 have taken the lead.1% in the previous fiscal to 6%. Director of Marketing and Communications at Airtel. MVAS is now considered as a major tool for additional revenue. entertainment and games. Bharti Airtel. The evolution of the MVAS market has come in parallel with the changes and advances that have taken place in the telecom industry.8% of its total revenues as on March 31.8%. starting with My Name Is Khan. Occupying an average of not more than 2% of available space on the customer’s handset per app. In a scenario where Telco ARPUs have been squeezed down to rock bottom and most users prefer to go prepaid. has been looking to MVAS to provide its next wave of growth. Pune and Udaipur with basic phones priced at less than Rs. Surat.
has ensured that service providers are actively announcing various value-added services that will help retain customers.” (daily express. At Trachoma.. Mobile Services. This year. This is happening even though contracts are needed to get popular phones such as the iPhone and the Droid. That's because wireless carriers have hit a wall when it comes to finding new customers who will sign contracts. About one-fifth of Americans with cell phones are on prepaid. "I would love to have an iPhone. For years. a 45-year-old stay-at-home dad in San Antonio who uses a prepaid plan. But as the recession forced more people to cut costs. it is a cost-effective option that is available for entertainment.half of what it costs a customer with a contract on Verizon Wireless. Unlike contract plans that bill subscribers each month for the services they used the previous month. When the minutes are used up." said Jeff Finlay. Now prepaid service looks like it will get even more attractive. according to the New Millennium Research Council. and prepaid services responded by offering better deals. with further price cuts. for news and for any other information that one may require. customers have been making a big shift away from two-year contracts toward "prepaid" cell phone service. Karnataka Circle. “Today.Venkatesh V. prepaid services traditionally let subscribers buy minutes in advance for around 10 to 20 cents each. CEO. 23 . by subhankar kundu). Bharti Airtel. people "refill" their accounts as needed. prepaid service appealed to a broader slice of the market. I just can't swallow the $70 or more bill that would come with it. Now it's possible to make unlimited calls and text messages on a prepaid plan for $45 a month . a Washington-based think tank. This shift in consumer behavior. such plans were marketed primarily to people who did not have the credit to qualify for plans with contracts. customers pay an average of $11 per month. which often costs less and does not require contracts. said. where subscribers expect more than just connectivity. the largest independent provider of prepaid service. a prepaid mobile phone is not used solely for communication.
meanwhile. The level of satisfaction is determined not only by the quality and type of customer experience but also by the customer’s expectations. so he tacks on an unlimited-texting option for $20 per month. because he talks no more than 15 to 20 minutes on the phone each month.The popularity of text messaging is also making some people move away from contract plans that provide a big bucket of monthly minutes that may not get used. wireless carriers expanded their contract subscribers by just 230. 15 may 2010) Customer satisfaction: Customer satisfaction refers to how satisfied customers are with the products or services they receive from a particular agency. So a study on customer 24 .( Lubbock Avalanche-Journal.000 text messages. attracted about 3. He sends and receives up to 2..000 people in the first quarter.1 million new subscribers to the seven largest carriers in the quarter. Customer satisfaction is one of the main objectives of any organization. by Peter Svensson.S. That costs him $5 per month. Every organization tries to know the customer satisfaction about their products. Finlay uses prepaid service from Airtel Mobile. Together. Prepaid service. . the seven largest U.
As this definition makes clear. the customer is satisfied. Customers have a right to quality services that deliver outcomes. If the performance exceeds expectations. High satisfaction or delight creates an emotional bond with the brand. Those who are highly satisfied are much less ready to switch. the customer is highly satisfied or delighted. 25 .satisfaction helps the organization as well as me to gain a vast knowledge over the real world tastes and preferences of customer. Customers are recognized as key partners in shaping service. not just a rational preference. The result is high customer loyalty. • • Organizations that strive beyond minimum standards and exceed the expectations of their customers are likely to be leaders in their sector. What factors influence the consumer for opting airtel pre-paid mobile. satisfaction is a function of perceived performance and expectations. Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyer’s expectations. Why is it important? There are a number of reasons why customer satisfaction is important in Airtel: • Meeting the needs of the customer is the underlying rationale for the existence of community service organizations. If the performance matches the expectations. To study and understand the consumer behavior of Airtel pre. In general satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectations. If the performance falls short of expectations. 2. the customer is dissatisfied. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. Objective of the study 1.paid mobile users in noida and their satisfaction level.
3. Research Methodology is a step by step study of a problem. It may be understand as a science of studying how research is done scientifically. Physical activities involved in the study are: 26 . What is the perception and learning of those customers towards airtel pre-paid mobile which are not using this service. What are various motivation factors involved? 4. RESEARCH METHODOLOGY Methodology is a way to systematically solve the research problem.
The questionnaire designed had closed question to find the respondents actual feeling as well as their opinion rating about the satisfaction regarding the product. sample design. The methodology followed for conducting the study includes the specification of research design. The Research exercise has been accomplished with the sample size of 100 customers. In this research questionnaire is framed in such a way management wants to know how the customers are taking things that they had done to them and to find out the expectation of the customers thus it will impact in policy making of the firm in the current fiscal year. The questionnaire method was applied for this exercise. The respondents have been selected through Random sampling method. The Research design was a blend of descriptive and exploratory research design. The Chi-Square test which shows the magnitude of discrepancy between observed and expected frequency can be expressed symbolically as. Chi-square test The Chi-Square test has been taken up as the selection criteria for the above mentioned data. Where. data collection and statistical tools used for analyzing the collected data. Optimum respondents as a sample size are chosen for the activity to resemble the entire population. questionnaire design. Get the questionnaire filled by the customers in the place through personal interaction. O= Observed set of frequencies E= Expected set of frequencies 27 .
Sampling design is to clearly define set of objects. The researcher has collected both of the above data. The data collected constitutes both primary and secondary data. Population: Population for this research is set as costumers who are using AIRTEL pre paid mobile. The sampling design used in this study is probability sampling. Primary data: 28 . Sample size: The research was conducted in noida with 100 respondents. Descriptive research This study is descriptive in nature where the data is collected through well structured questionnaire and from the information taken from the customers. Sampling technique used is Simple Random sampling. so that a study of the sample and an understanding of its properties or characteristics would make it possible for us to generalize such properties or characteristics to the population elements. Sampling Design/Techniques: Sampling is the process of selecting a sufficient number of elements from the population. measurement and analysis of data. Data Collection Methods: Collection of data includes both primary and secondary data. It constitutes the blueprint for the collection.RESEARCH DESIGN: The research design is the conceptual structure within which research is conducted. technically called the universe to be studied.
Data Analysis and Interpretation: 29 . and finally by distributing questionnaire to the employees using Random sampling technique the employees are selected to fill the questionnaire. Secondary Data: Secondary datum is collected from the official record to obtain information’s regarding the rate of absenteeism and the various reasons for absenteeism.Primary datum are collected through observation. direct communication with respondent.
Table showing the satisfaction level of consumer towards service of airtel pre paid mobile Satisfaction level Number Respondents Yes of 87 No 13 Total 100 100% 80% 60% 40% 20% 0% Num of ber R pondents es Y es No tota l Interpretation : From this I interpret that 87% customers of airtel pre paid mobile are satisfied with their service and 13% customers are not satisfied. Table showing the view on airtel pre paid connection 30 . So customer’s satisfaction level is more than dissatisfaction level.
Some 19 % has ranked it as very good. of respondents 3 25 45 19 8 100 Percentage 3 25 45 19 8 100 Very good 19% Excellent 8% Poor 3% fair 25% Poor fair Good Very good Excellent Good 45% Interpretation :The interpretation is that 45 % of the customer has ranked Airtel pre paid connection as good. of respondents (%) 55 . Only 3% has ranked it as poor. 25% of the customers have ranked it as fair. So we can say that most of the customers are in positive view.Ranking Poor Fair Good Very good Excellent Total No. Table showing how Promotional schemes affect the consumers Ranking Strongly agree 31 No.
So we can see that the customers give the importance to promotional schemes. Partially agree 16%. No. neither 6% and those who are not agreed at all are 2%.Agree neither Partially agree Don’t agree at all. Total 100 80 60 40 20 0 21 6 16 2 100 S trong ag ly ree ag ree neither P artially ag ree D on’t ag at ree all. 21% agree. of res pondents Total Interpretation: This analysis shows that the promotional schemes are very good tool to attract the customer. 55% customers are strongly agreed on this statement. Table showing about those consumers who collect information before purchase Information Number Respondents Yes of 74 No 26 Total 100 32 .
Set up a suitable significance level. 26% customer neglecting it. Hypothesis testing: Procedure in hypothesis testing: Formulation of a hypothesis. So the information about the product is important factor in consumer buying decision. Selection of criterion Computation 33 Decision making . Some of customers are not giving the importance of information about the product.100 90 80 70 60 50 40 30 20 10 0 Y es No Total Num of ber R espondents Interpretation: In this graph we can see that 74% of the customer always collects the information about the airtel pre paid mobile before their purchase decision.
Thus. A significance level of. H (a) Alternative Hypothesis: . significance level provides greater confidence to the decision than a 5 per cent significance level. implies that researcher is running the risk of being wrong in accepting or rejecting the hypothesis is 1 out of every 100 occasions. the other is rejected and vice-versa these two hypotheses are: Assuming a null hypothesis to be H (o) and the alternative hypothesis as H (a). At 5% level of significance we test the above mentioned hypothesis as per the results obtained. 34 . the risk of making the wrong decision is about 5 out of every 100 occasions. say 5 per cent. value added services. low entry cost and strong connectivity.Formulation of hypothesis: The conventional approach to hypothesis testing is not to construct a single hypothesis about the population. We formulate the hypothesis as following: H(o) Null Hypothesis: : Factors which are not significantly influencing the customers for opting airtel pre paid mobile are brand image. Set up a suitable significance level: The confidence with which a null hypothesis is rejected or accepted depends upon the significance level used for the purpose.: These are the factors which significantly influencing the customers for opting airtel pre paid mobile. Selection of test criterion: We can easily test our hypothesis through Chi-square test. These hypotheses must be so constructed that if one hypothesis is accepted. A significance level of. say 1 per cent. a 1 per cent. means that in the long run. but rather to set up two different hypotheses.
Chi Square = Where. we take the significance level of: 5 per cent.For our calculations. = Chi-square O = Observed value E = Expected value : 35 .
COMPUTATION: Summary of Observed Data: Factors Connectivity Cost Brand image Service package Discount schemes Value added services Total Agree 87 90 72 90 89 92 520 Disagree 13 10 28 10 11 8 80 total 100 100 100 100 100 100 600 Degree of Freedom= (c-1) (r-1)= (2-1) (6-1)= 5 Expected value (agreed) = 520*100/600= 69.3 36 .3 Expected value (disagree)= 80*100/600= 13.
3 total 82.6 415.3 13.3 82.3 13.6 69.3 13.3 13.6 69.3 Disagree 13.3 82.8 495.6 Brand image Service package Discount schemes Value added services Total 69.8 79.3 82.6 69.3 82.Summary of Expected Data: Factors Connectivity Cost Agree 69.3 13.6 69.6 37 .3 82.
8 52.3 13.3 69.3 13.3 (O-E)^2 313.3 69.7 2.76 0.7 11.15 0.0 (O-E)^2/E 4.3 -2.4 136.11 0.3 13.3 13.97 7.09 10.2 428.40 34.43 .0 10.3 14.7 20.7 -3.3 69.Calculation of chi square value: O 87 90 72 90 81 92 13 10 28 10 11 8 E 69.3 13.29 428.7 22.15 3.4 7.2 .3 69.18 1.8 515.8 216.3 13.001 0.18 0.51 6.3 -5.3 69.7 20.20 38 .3 (O-E) 17.3 -3.10 6.9 28.7 -0.
Decision making Thus it is clear from test of hypothesis with the help of chi-square test that “: Factors which influencing the customers for purchasing the airtel pre paid mobile are brand image.20 is more than the table chi-square value 11. Hence H(o) was rejected and H(a) was accepted.05 is 11. 39 . value added services.20 The table chi-square value with5 [(2-1)(6-1)] degree of freedom at the significance level of 0. It falls in the rejection region.070. low entry cost and strong connectivity.= 34. Since the calculated chi-square value 34.070 .
40 . Promotional schemes affect the consumer in purchasing decision. The perception of consumers towards the airtel pre paid mobile is very good.FINDINGS • Consumer research deals with consumer and their problems and solution to the problems. • • • • • Most of the people are satisfied with the services of airtel pre paid mobile. I came to know about the how much they give the importance of brand image. In this I have tried to find out consumer’s cost association with the product. In this I came to know about the consumers need and expectation levels regarding airtel pre paid mobile and ascertainable levels of consumer satisfaction.
41 . because mostly people get attracted through promotional schemes. People are unsatisfied with the cost and service packages of airtel pre paid mobile so companies should concentrate in this regard also. They should focus on their value added services to retain most of the customers. Focus on discount schemes because consumer always attracted through discount schemes.SUGGESTIONS AND RECOMMENDATIONS Company should concentrate more on promotional schemes.
Since the researcher selected 100 sample sizes it is not sufficient to cover opinion of entire population. noida respondents. Time duration in conducting the research is very low. The view of their other areas is not taken Respondents concentrated where the customers of Airtel pre paid mobile only. 42 .Limitations The study is restricted only to Airtel pre paid mobile.
strong connectivity. 43 . So I find out here that the consumers of airtel pre paid mobile are highly satisfied with their services and promotional schemes are very attractive to retain the customers.Conclusion The main objective of my analysis was to find whether the customers are satisfied with the airtel pre paid services or not. How the promotional schemes affect the consumer buying behaviour. So the consumer perception and learning towards the airtel pre paid mobile is in positive view. The consumers are highly associated with brand image. cost and service packages. There are various factors involved which influence the consumer for opting the airtel pre paid mobile.
Graw hill.com http://managementhelp. & bitta delia consumer behavior ( tata Mc.wikipedia. 12th edition). Web sites: www.H Kazmi.htm http://airtelprepaid.org/customer/satisfy. (Pearson education.L.com/ Magazines: 44 . marketing management.H.in/Home http://www.in/wps/wcm/connect/airtel. ► Louden D.in/airtel. 4th edition ) ► Satish K Batra And S.Bibliography Books: ► Kotler Philip.customersatisfaction.
• • Business world Business today 45 .
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