ABSTRACT The story of the evolution of Asian Paints as a brand is interesting. The brand now has an iconic status in the industry thanks to some blockbuster big ideas from O&M. The brand once positioned as a mass market brand has evolved itself to a higher plane. Asian Paints Ltd. was established in 1942. More than half a century down the lane, today Asian Paints is India's leading paint company. The name Asian Paints itself is used as a synonym to home painting solutions. Asian Paints enjoys the maximum paints market share in India since 1868. In Asia, Asian Paints holds the third position and it is only going to get higher. ASIAN Paints India Ltd, currently having the largest installed base of tinting machines in the country, will install a further 650 tinting machines by the end of this fiscal year, Mr Ashwin Choksi, Chairman, Asian Paints India Ltd, said. 1
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ABSTRACT
The story of the evolution of Asian Paints as a brand is interesting. The brand
now has an iconic status in the industry thanks to some blockbuster big ideas from
O&M. The brand once positioned as a mass market brand has evolved itself to a
higher plane.
Asian Paints Ltd. was established in 1942. More than half a century down the
lane, today Asian Paints is India's leading paint company. The name Asian Paints
itself is used as a synonym to home painting solutions. Asian Paints enjoys the
maximum paints market share in India since 1868. In Asia, Asian Paints holds the
third position and it is only going to get higher.
ASIAN Paints India Ltd, currently having the largest installed base of tinting
machines in the country, will install a further 650 tinting machines by the end of this
fiscal year, Mr Ashwin Choksi, Chairman, Asian Paints India Ltd, said.
Mr Choksi was speaking to reporters after the company's AGM here today. ``We are
in the process of tying up with banking institutions for financing costs related to
equipment and the installation of these tinting machines at the dealers,'' he said, not d
isclosing, however, the names of the banks being spoken to.
1
CONTENTS
CHAPTER-I 1-10
Introduction
Importance of the study
Need for the study
Scope of the study
Limitations
Research methodology
CHAPTER -II 11-19
Review of Literature
CHAPTER -III 20-35
Company profile
CHAPTER -IV 36-55
Data & Data analysis
CHAPTER-V 56-58
Findings & Suggestions
Annexure 59-64
Bibliography
2
CHAPTER – I
INTRODUCTION
3
SALES PROMOTIONAL ACTIVITIES
Promotion is true that products are manufactured to satisfy the needs of the
consumers. But alone is not enough. Today the responsibility of the manufacturers
does not cease with physical production whatever may be the nature of the product.
The present day marketers are consumer oriented where it is the duty of the
manufacturers to know from where, when, how and what price the products would be
available. Successful marketing consists in offering the right product of the right price
of the right place (and time) with right promotion.
In course of time, various activities came into vogue designed particularly to help
easy sale of goods. These activities commonly known as promotional Mix. The
marketing communication Mix also called as the “Promotion Mix” consists of four
major tools.
1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling
MARKETING COMMUNICATION PROCESS:
Generally marketing communication is undertake to pass on the message of a
product or sale to the ultimate consumers. Thus, there are three elements in this
process.
4
SCOPE OF THE STUDY
My Scope is limitation to one Branch. The scope of the study is to know various sales
promotions in Airtel. It is aimed at enlightening the company about different steps to
be taken up to increase the share of Airtel with regard other competitors and also to
make the company to provide better customer services.
IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a product, a
service or an AIRTEL. The real objective of advertising is effective communication
between producers and consumers. In other words the ultimate purpose all advertising
is “Increased awareness” list of the following specific objectives of advertising.
5
OBJECTIVES
To know the customer opinion about tariff rates of Airtel
To know the brand loyalty of Airtel
To know the influencing factors of Airtel
To know the market share of the Airtel
To know the sources of awareness for the customers
To identify the customers satisfaction level regarding the advertisement of
Airtel.
To find out the right media for advertising of Airtel in the view of customers.
To know the impact of advertisement on customers and on sales
To find out the customer attitude towards advertisement campaign of Airtel.
6
RESEARCH METHODOLOGY
One of the important tools for conducting marketing researching is the
availability of necessary and useful data. Data collection is more of an than science
the methods of marketing research are in a way the methods of data collection. The
sources of information fall under two categories.
Internal sources:
Every company has to keep certain records such as accounts, records, reports,
etc., these records provide sample information which can organizations usually
keeps collecting in its working.
External sources:
When internal records are insufficient and required information is not
available, the organizations will have to depend on external sources. The external
sources of data are:
Primary data:
Primary data are data gathered for a specific purpose or for a specific research
report.
For systematically collecting the data the closed end questionnaire is used.
The questionnaire consists of questions relating to various aspects of the study for
proper data collection the questionnaire is divided into 2 sections. Both the sections
are meant for the respondent only.
Secondary data:
Secondary data are data that are collected for another purpose and already
exist somewhere. Data pertaining to company is collected from company web site
7
company catalogues and magazines. The company profile gives a detailed report of
history various products manufacture by its etc.
METHOD OF RESEARCH
SURVEY METHOD:
A survey is a complete operation, which requires some technical knowledge
survey methods are mostly personal in character. Surveys are best suited forgetting
primary data. The researcher obtains information from the respondents by
interviewing them.
SAMPLING:
It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group should
be emanative cross section and really “representative” in character. This selection
process is called sampling.
SAMPLE SIZE:
Samples are devices for learning about large masses by observing a few individuals.
The selected sample is 25.
Sampling plan:
1.SAMPLING UNIT -The business people, professionals are survived
2. SAMPLING PROCEDURE - Stratified random sampling method is chosen.
The data collected from both the primary and secondary sources is tabulated and
presented in a systematic from prior to classification and interpretation.
8
METHOD OF SAMPLING
RANDOM SAMPLING METHOD
The method adopted here is random sampling method. A random sample is
one where each item in the universe has as equal chance of known opportunity of
being selected.
RESEARCH INSTRUMENT
QUESTIONNAIRE:
A Questionnaire is carefully completed logical sequence of question directed
to a define objective. It is the out line of what information is required and the
framework on which the data is built upon. Questionnaire is son commonly used in
securing market information that its preparation deserves utmost skill and care.
FORMS OF QUESTIONS
OPEN ENDED QUESTIONS:
They are descriptive in nature. Respondents are allowed to answer in their
own words. Such questions buying the actual opinion of the respondent regarding a
product.
CLOSED ENDED QUESTIONS:
They are not descriptive in nature. They will be given certain choices and the
respondents have to choose choice among them. They make analysis easy but
sometimes they restrict the respondents’ choices.
9
TYPES OF CLOSED ENDED QUESTIONS:
DICHOTAMS: a question offering two answers choice.
MULTIPLE CHOICE: a question offering three choices.
RATING SCALE: a scale that rates some attributes from “poor” to
“excellent”.
10
LIMITATIONS
1. Time is the main limitation for the study, as project was restricted only for 1
and half month.
2. The methods used in this project are random sampling methods and results
obtained may not be accurately fully accurate and believable.
3. The research has been centered to only hundred dealers of Twin Cities
(Hyderabad & Secundrabad), rather than innumerable dealers dealing with
different products of different brands across the globe.
4. The analysis is purely based on closed ended questions and due their
deliberate manipulation, important information may be lost and even barriers
of communication would cause a limitation.
5. The whole project research was confined to only Twin Cities(Hyderabad & Secundrabad).
6. The research was done with the help of employees of the organization for
some of the dealers and their barriers of communication or way to represent
the topic would differ and actual information would be lost.
7. The dealers responded during the survey were possessing primary education
and their views would not be able to provide the required information.
11
CHAPTER – II
Review of Literature
12
HISTORY OF CELL PHONES
CELLULAR PHONE
A type of wireless communication that is most familiar to mobile phones users.
It's called 'cellular' because the system uses many base stations to divide a service area
into multiple 'cells'. Cellular calls are transferred from base station to base station as a
user travels from cell to cell.
The basic concept of cellular phones began in 1947, when researchers looked at
crude mobile (car) phones and realized that by using small cells (range of service area)
with frequency reuse they could increase the traffic capacity of mobile phones
substantially. However at that time, the technology to do so was nonexistent.
A cell phone is a type of two-way radio. In 1947, AT&T proposed that the FCC
(Federal Communication Commission) allocate a large number of radio-spectrum
frequencies so that widespread mobile telephone service would become feasible and
AT&T would have a incentive to research the new technology. But there was a gap
between the initial concept of cellular service and its availability to the public. The
FCC decided to limit the amount of frequencies available in 1947, the limits made
only twenty-three phone conversations possible simultaneously in the same service
area - not a market incentive for research.
The FCC reconsidered its position in 1968, stating "if the technology to build a
better mobile service works, we will increase the frequencies allocation, freeing the
airwaves for more mobile phones." AT&T and Bell Labs proposed a cellular system to
the FCC of many small, low-powered, broadcast towers, each covering a 'cell' a few
miles in radius and collectively covering a larger area. Each tower would use only a
few of the total frequencies allocated to the system. As the phones traveled across the
area, calls would be passed from tower to tower.
13
INDIVIDUAL INVENTORS & MOBILE PHONE PATENTS
Radio Telephone System Inventors: Martin Cooper, Richard W. Dronsuth, ; Albert
J. Mikulski, Charles N. Lynk Jr., James J. Mikulski, John F. Mitchell, Roy A.
Richardson, John H. Sangster
Dr Martin Cooper, a former general manager for the systems division at
Motorola, is considered the inventor of the first modern portable handset. Cooper
made the first call on a portable cell phone in April 1973. He made the call to his rival,
Joel Engel, Bell Labs head of research. Bell Laboratories introduced the idea of
cellular communications in 1947 with the police car technology. However, Motorola
was the first to incorporate the technology into portable device that was designed for
outside of a automobile use. Cooper and his co-inventors are listed above.
By 1977, AT&T and Bell Labs had constructed a prototype cellular system. A
year later, public trials of the new system were started in Chicago with over 2000 trial
customers. In 1979, in a separate venture, the first commercial cellular telephone
system began operation in Tokyo. In 1981, Motorola and American Radio telephone
started a second U.S. cellular radio-telephone system test in the Washington/Baltimore
area. By 1982, the slow-moving FCC finally authorized commercial cellular service
for the USA. A year later, the first American commercial analog cellular service or
AMPS (Advanced Mobile Phone Service) was made available in Chicago by
Ameritech.
Despite the incredible demand, it took cellular phone service 37 years to
become commercially available in the United States. Consumer demand quickly
outstripped the 1982 system standards. By 1987, cellular telephone subscribers
exceeded one million and the airways were crowded.
14
Three ways of improving services existed:
One - increase frequencies allocation
Two - split existing cells
The FCC did not want to handout any more bandwidth, and building/splitting
cells would have been expensive and would have added bulk to the network. To
stimulate the growth of new technology, the FCC declared in 1987 that cellular
licensees could employ alternative cellular technologies in the 800 MHz band. The
cellular industry began to research new transmission technology as an alternative.
WIRELESS PCS TECHNOLOGY
PCS (Personal Communication Services): Used to describe a newer class of
wireless communications services recently authorized by the FCC. PCS systems use a
different radio frequency, the 1.9 GHz band, than cellular phones and generally use
all-digital technology for transmission and reception.
After the Federal Communications Commission (FCC) declared in 1987 that
cellular licensees could employ alternative cellular technologies in the 800 MHz band,
the cellular industry began to research new transmission technology as an alternative
to AMPS (Advanced Mobile Phone Service) that had been the industry standard since
1978.
In 1988, the (CTIA) was established to work with the cellular service operators
and researchers to identify new technology requirements and set goals. They wanted
the new products and services introduced by 1991, a 1000% percent increase in
system capacity with both AMPS (analog) and digital capability during transmission,
and new data features such as fax and messaging services.
15
The (TIA) created a standard specification based on the requirements the CTIA
had recommended. The TDMA Interim Standard 54 or TDMA IS-54 was released in
early 1991. The technology was tested that same year in Dallas and Sweden. In 1994,
the FCC announced it was allocating spectrum specifically for PCS technologies at the
1900 MHz band. Three major standards have been released since 1991. All of these
new digital wireless standards are currently being used in PCS.
WIRELESS STANDARDS
Analog Service: A method of modulating radio signals so that they can carry
information such as voice or data. Analog cellular phones work like a FM radio. The
receiver and transmitter are tuned to the same frequency, and the voice transmitted is
varied within a small band to create a pattern that the receiver reconstructs, amplifies
and sends to a speaker. The drawback of analog is the limitation on the number of
channels that can be used.
Digital Service: A method of encoding information using a binary code of 0s and 1s.
Most newer wireless phones and networks use digital technology. In digital, the
analog voice signal is converted into binary code and transmitted as a series of on and
off transmissions. One of digital's drawbacks is that there are three digital wireless
technologies, CDMA, TDMA and GSM. Phones that work with one technology may
not work on another.
Time Division Multiple Access (TDMA) is an update to TDMA IS-54, also
called Digital AMPS or D-AMPS. Released in 1994, TDMA IS-136 uses the
frequency bands available to the wireless network and divides them into time slots
with each phone user having access to one time slot at regular intervals. TDMA IS-
136 exists in North America at both the 800 MHz and 1900 MHz bands. Major US
carriers using TDMA are AT&T Wireless Services, Bell South and Southwestern
Bell.
16
CDMA IS-95 (Code Division Multiple Access) is based on a form of spread spectrum
technology that separates voice signals by assigning them digital codes within the
same broad spectrum. CDMA type technology dates back to the 1940s, when spread
spectrum technology was used in military communications systems because it was
resistant to interference from enemy signals. The corporation began developing a
CDMA wireless system in the late 1980s that was accepted as a standard in 1993 and
went into operation by 1996. CDMA also exists at both the 800 MHz and 1900 MHz
bands. The major US carriers using CDMA are Air Touch, Bell Atlantic/Nynex, GTE,
Primeco and Sprint PCS.
GSM (Global System for Mobile Communications) is based on a improved version of
TDMA technology. In 1982, the Conference of European Posts and
Telecommunications (CEPT) began the process of creating a digital cellular standard
that would allow users to roam from country to country in Europe. By 1987, the GSM
standard was created based on a hybrid of FDMA (analog) and TDMA (digital)
technologies. GSM engineers decided to use wider 200 kHz channels instead of the 30
kHz channels that TDMA used, and instead of having only 3 slots like TDMA, GSM
channels had 8 slots. This allowed for fast bit rates and more natural-sounding voice-
compression algorithms. GSM is currently the only one of the three technologies that
provide data services such as email, fax, internet browsing, and intranet/LAN wireless
access, and it's also the only service that permits users to place a call from either North
America or Europe. The GSM standard was accepted in the United States in 1995.
GSM-1900 cellular systems have been operating in the US since 1996, with the first
network being in the Washington, D.C. area. Major carriers of GSM 1900 include
Omnipoint, Pacific Bell, BellSouth, Sprint Spectrum, Microcell, Western Wireless,
Powertel and Aerial.
17
CHAPTER – III
INDUSTRY PROFILE
18
VARIOUS SERVICE PROVIDERS IN INDIA
Airtel LimitedAirtel Limited
Aitcel Limited is the Cellular Operator in Tamil Nadu Cellular Circle (Tamil Nadu
except Chennai and including Pondicherry).
Promoters:
Airtel Limited is a part of the Sterling Infotech Group founded by Mr. C.
Sivasankaran.
The Sterling Group has been in operation for over 2 decades and is promoting the
cause of stable business opportunities catering to a need-based society thus
contributing significantly to the quality of life for people across the country.
Tracing its roots back to the early 80s, the Sterling Group revolutionized the then
infantile PC Market with the launch of a series of Siva PCs. The Sterling Group
Companies include Dishnet DSL Limited, one of the leading Internet Service Provider
in the country and the only ISP provider offering Digital subscriber line in the country.
Sterling Agro Products Processing Pvt. Limited, leading exports of gherkins and Fresh
& Honest Cafe Limited, engaged in export of coffee beans and distribution of coffee
vending machines.
Technology partners:
The Technology partners of Airtel are Ericsson who provide the Mobile Switching
Centers and Base Stations & Fujitsu who provide the MW Backbone. Airtel has a
network of more than 100 exclusive agents across Tamil Nadu.
Launch of services:
Airtel launched its operations in April 1999.
19
Airtel Digilink India Limited
Airtel Digilink India Limited, provides cellular services in the circles of Haryana,
Rajasthan and UP (East) under the brand name "Essar".
Promoters:
The Essar Group is one of India's leading business conglomerates, with an asset base
of over US$ 4 billion (Rs. 170 billion). The Group is committed to the development of
core sector and infrastructure businesses in India and abroad. Essar Group is actively
involved in five principal businesses viz., Steel, Shipping, Oil & Gas, Power and
Telecommunications. Each of Essar's businesses has been carefully synergised with
the others to form one single integrated whole.
Technology Partners:
The company uses world-renowned technology from Siemens in building and
operating its North Indian Network. ADIL offers a basket of GSM Phase I and Phase
II features. It offers voice, fax, data and other facilities.
Launch of Services:
Airtel Digilink India Limited (ADIL), was incorporated in March 1995 and was
subsequently inducted into the Essar group in 1996.
UP (East): ADIL launched its UP (East) services in May 1997.
Haryana: ADIL's services in Haryana commenced in June 1997.
Rajasthan: ADIL's services in Rajasthan were started in December 1996.
Pre-paid Services:
The Company launched its pre-paid services under the brand-name "Tring"
20
Bharti Cellular Limited
Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai
(Metro), UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP
The company offers services under the brand name "AirTel".
Technology Partners:
AirTel has been immeasurably strengthened by its partnership with British
Telecom U.K. and Telecom Italia of Italy. AirTel services are in technical alliance
with Ericsson, has provided AirTel subscribers with a truly world class network.
Bharti Mobile Limited
Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab
under the brand name "Airtel"
Promoters:
Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.
Technology Partners:
AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the
telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti
Enterprises India.
The Bharti Enterprises, established in 1976, is today a multifaceted organisation
and a leading group involved in the manufacturing and the services sector. Its key
focus is on the marketing and operations of a comprehensive range of telecom services
in addition to the Healthcare sector.
Launch of Services:Karnataka: AirTel launched it's services in Karnataka on May
13,2000. The services in Punjab started in February 2002.
21
Airtel is brought by Bharti Enterprises, India's leading telecom conglomerate,
through its company, Bharti Mobile Limited. Bharti Enterprises has revolutionized
Indian telecommunications with its world-class products and services.
Pre-paid Card:
The pre-paid card "Magic" is a nation wide brand.
Bharti Mobinet Limited
Service Area: Chennai (Metro)
Brand Name: Air Tel
Bharti Mobitel Limited
Service Area: Kolkata (Metro)
Brand Name: Air Tel
Bharti Mobitel is the cellular licensee for the Kolkata Metro.
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.
22
Pre-paid Services:
The company operates its pre-paid service under the brand name "Magic".
Bharti Telenet Limited
Service Area : Himachal Pradesh
Brand Name: Air Tel
BPL Cellular Limited
BPL Cellular Limited (BCL) is the licensee to provide cellular mobile services in the
States of Maharashtra (excluding Mumbai but including Goa), Tamil Nadu (excluding
Chennai but including Pondicherry) and Kerala.
The company offers services under the brand name BPL Mobile.
Promoters:
BPL Cellular Ltd. is a joint venture between, BPL, India's No.1 Consumer durable
giant and AT&T Broadband.
Technology Partners:
A reliable and world-class quality network supported by world's leading
technology vendors like NOKIA, MOTOROLA and LHS. Reliability ensured through
3700 km. Of Digital Microwave backbone across the 5 states using the latest SDH
technology and sound clarity with EFR technology. The company has in-house
technical expertise in RF planning and initially used the tool Planet, licensed from
Mobile Systems International (MSI), to plan the KR engineering and network design
for each of the circles.
23
Launch of Services:
The company commenced services in January 1997 in Pune, Maharashtra.
Since its first year of operations, the company has been offering a wide range of
products and services.
Prepaid Services:
The company's prepaid service is marketed under the brand name "BPL Mobile
On The Spot" (commonly referred to as 'MOTS').
BPL Mobile Communications
BPL Mobile is the cellular service provider for the metropolitan city of
Mumbai, New Mumbai & Kalyan Telecom Circles and offers services under the brand
of BPL Mobile.
Promoters:
BPL Mobile is a joint venture between the BPL Group and France Telecom.
The BPL Group is widely regarded as a successful, dynamic business house with more
than two decades of successful consumer marketing expertise. It occupies the top slot
in terms of market share in all its areas of operation. The Group has five focus areas:
telecom, consumer electronics, home appliances, components and power. In telecom,
the BPL Telecom Business Group (TBG) has over three decades of expertise in
manufacturing, designing and marketing telecom and IT products and solutions.
Infrastructure Vendors: Siemens, Motorola and Nokia
Foreign Partners: France Telecom
24
Launch of Services:
The company commercially launched its services on October 2, 1995.
Pre-paid Services:
BPL Mobile's prepaid services are marketed under the brand name "MOTS" - Mobile
on the Spot.
Bharat Sanchar Nigam Limited (BSNL)
On October 1, 2000 the Department of Telecom Operations, Government of
India became a corporation and was christened Bharat Sanchar Nigam Limited
(BSNL). Today, BSNL is the No. 1 Telecommunications Company and the largest
Public Sector Undertaking of India and its responsibilities include improvement of
the already impeccable quality of telecom services, expansion of telecom network,
introduction of new telecom services in all villages and instilling confidence among
its customers.
Responsibilities that BSNL has managed to shoulder remarkably, deftly.
Today with a 43million line capacity, 99.9% of its exchanges digital, nation wide
Network management & surveillance system (NMSS) to control telecom traffic and
nearly 3,55,632 route kms of OFC network, Bharat Sanchar Nigam Ltd is a name to
reckon with in the world of connectivity. Along with its vast customer base, BSNL's
financial and asset bases too are vast and strong. Consider the figures, as they speak
volumes on BSNL’s standing:
Telecom Circles Metro Districts
25
Andaman & Nicobar Telecom Circle Kolkata
Andhra Pradesh Telecom Circle Chennai
Assam Telecom Circle Project Circles
Bihar Telecom Circle Eastern Telecom Project Circle
Chattisgarh Telecom Circle Western Telecom Project Circle
Gujarat Telecom Circle Northern Telecom Project Circle
Haryana Telecom Circle Southern Telecom Project Circle
Himachalpradesh Telecom Circle IT Project Circle, Pune
Jammu & Kashmir Telecom Circle Maintenance Regions
Jharkhand Telecom Circle Eastern Telecom Maintenance
Region
Kerala Telecom Circle Western Telecom Maintenance
Region
Madhya pradesh Telecom Circle Northern Telecom Maintenance
Region
Maharashtra Telecom Circle Southern Telecom Maintenance
Region
North East-1 Telecom Circle Specialized Telecom Units
North East-11 Telecom Circle Date Networks
Orissa Telecom Circle National Centre for Electronic
Switching
Punjab Telecom Circle Technical & Development Circle
Rajasthan Telecom Circle Quality Assurance
Tamil Nadu Telecom Circle Production Units
UP (East) Telecom Circle Telecom Factory, Mumbai
UP (West) Telecom Circle Telecom Factory, Jabalpur
Uttaranchal Telecom Circle Telecom Factory, Richhai
26
West Bengal Telecom Circle Telecom Factory, Kolkata
Training Institutions Other Units
Advanced Level Telecom Training
Centre
Telecom Stores
B.R. Ambedkar Institute of Telecom
Training
Railway Electrificatiion Poject
National Academy of Telecom
Finance and Management
Telecom Electrical Wing
Regional Telecom Training Centers
Escotel Mobile Communications:
Escotel Mobile Communications operates cellular phone services in state circles of
Uttar Pradesh (West), Haryana and Kerala.
The company offers cellular services under the brand name of Escotel.
Promoters:
Escotel Mobile Communications is a joint venture company between Escorts Limited
and the First Pacific Company Limited of Hong Kong. Escorts Limited has 51 per cent
equity stake in Escotel, while First Pacific holds 49 per cent.
First Pacific Company Limited with a market capitalization of $2 billion and a
turnover of $2.9 billion is a global corporation that operates in 20 countries. It has
interests in telecommunication, banking, real estate and marketing. The company
employs over 50,000 people worldwide. First Pacific has been a pioneer in bringing
digital cellular technology in Hong Kong and now operates the biggest and fastest
growing telecom business in Philippines.
27
Escorts Limited is the flagship company of the Rs. 34 billion Escorts Group. The
Escorts Group is a diversified conglomerate with agri-machinery, bi-wheelers, earth-
moving equipment, financial services, health services, auto components,
telecommunication equipment and services as its focus areas. It has modern
manufacturing facilities and an extensive marketing network spread nationwide.
Technology Partners:
The technology partners of Escotel are Lucent Technologies (formerly Bell Labs) &
Sema Group Telecom, UK
Launch of Services:
Escotel commenced operations in December 1996/ January 1997 and was the first to
launch its service in all the three circles.
Pre-paid Services:
The Pre-paid card in Kerala is known as Let's Talk and it is called V-Tel in UP (W)
and Haryana.
Hexacom India Limited
Hexacom India Ltd. is the cellular licensee of Rajasthan and operates under the brand
name "Oasis Cellular"
Promoters:
Hexacom India Ltd. has been promoterd by a consortium of Telecom majors including
Shyam Telecom Limited (STL), Telecommunications Consultants India Limited
(TCIL) and Telesystems International Wireless (TIW), Canada.
TCIL is a public sector unit under the Ministry of Communications. One of the
leading telecom companies, it is the only Government agency to have a presence in the
cellular market. TCIL has projects in over 30 countries. 28
Shyam Telecom Limited is an ISO 9001 company and one of the largest suppliers of
radio, microwave and other telecom equipments in India, with established research
and development expertise and a strong export arm. STL is the licensee to provide
basic telecom services in Rajasthan and it is all set to start operations with the brand
name "Tele Links".
Foreign Partner:
The principle foreign partner in the consortium, TIW is the international arm of
Telesystem Limited, Canada's largest telecom organisation in the private sector. TIW
is dedicated to wireless operations, basic services and is a specialist in high growth
markets. TIW is also a leading provider of trunked mobile radio services in France and
the UK, as well as paging services in Mexico and the Netherlands.
IDEA Cellular Limited
IDEA Cellular Limited, formally known as Birla Tata AT&T Communication
Limited is the cellular operator in the circles Maharashtra, Gujarat, Andhra Pradesh,
Madhya Pradesh and Delhi (Metro) under the brand name "IDEA".
Technology Partners:
Technologically Birla AT&T Communication Limited has adopted the superior
CME-20 system architecture from Ericsson –one of the largest manufacturers of GSM
equipment in the world.
Launch of Services:
The cellular service was launched in the Gujarat circle in January 1997 and in the
Maharashtra Circle (excluding Mumbai, including Goa) in March 1997.
29
Established in 1947, the Aditya Birla Group is on of the leading business
houses in India. The Group has its presence across various sectors including cement,
AT&T is the largest telecommunication company in the world offering a complete
range of communication services. AT&T started its operations in 1885 and is present
in over 200 countries. In the United States – its parent country, AT&T Corp. is a
leading long –distance carrier, wireless operator and provider of video data and
Internet services.
Pre-paid card:
The Idea Cellular Pre-paid Card is called as "Idea Chitchat".
Mahanagar Telephone Nigam Limited
The company is the cellular licensee of the Delhi (Metro) and Mumbai (Metro)
under the brand name "Dolphin".
Launch of services:
The Company launched its services on February 2001 in both the Delhi and Mumbai
metros.
Pre-paid Services:
The pre-paid card is called "Trump".
Reliance Telecom Limited
Reliance Telecom limited is the Cellular Services Operator in seven circles - Bihar,
Orissa, Madhya Pradesh, Himachal Pradesh, West Bengal, Assam and North-East. The
licence area includes 13 states covering more than 35 % of India's landmass and 33 %
of India's population. The company offers its services under the brand name of
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Reliance Mobile.
Promoters:
Reliance Telecom limited has been promoted by India's largest private sector
company, Reliance Industries limited with a minority equity participation by Bell
Atlantic - Nynex Inc.
Reliance Telecom's major coverage lies in the eastern region of the country,
where there is an opportunity to supplement the existing fixed line network which has
remained underdeveloped due to historical reasons. Reliance Telecom has been
successful in a short span of time in setting up network and providing cellular services
across seven Circles.
Technology Partners:
The MSCs for Reliance Mobile have been supplied by Ericsson , BSC/ BTS by Motorola and the Billing System by Siemens Nixdorf. Reliance Telecom Limited offers services such as post-paid service, prepaid card, voice mail, roaming and inter - city cellular service. With networks covering six contiguous circles in Central and Eastern India.
RPG Cellular Services Limited
RPG Cellular is the cellular licensee for the Chennai Metro and operates under the
brand name "RPG Cellular".
Promoters:
The RPG Group has promoted RPG Cellular Services Ltd (RCSL) in association with
two of the largest GSM cellular operators in the world - AirTouch Communications
Inc., U.S.A. and Vodafone Group Plc., U.K.
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AirTouch is one of the world's largest wireless communication companies with global
interests in cellular, paging and personal communications services. The Company is
the largest cellular service operator in the world with over 17 million subscribers.
Vodafone is a leading global provider of mobile telecommunications services in U.K.
and Australia and several other countries across Europe and Asia and has over 10
million customers worldwide. The Company also has participation in the Globalstar
Satellite Communication System.
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CHAPTER – IV
COMPANY PROFILECOMPANY PROFILE
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INTRODUCTION
"As we spread wings to expand our capabilities and explore new horizons, the fundamental focus
remains unchanged: seek out the best technology in the world and put it at the service of our ultimate
user: our customer."
Sunil Bharti Mittal (Group Chairman and Managing Director)
Bharti Enterprises has been at the forefront of technology and has revolutionised
telecommunications with its world-class products and services.
Established in 1985, Bharti has been a pioneering force in the telecom sector
with many firsts and innovations to its credit, ranging from being the first
mobile service in Delhi, first private basic telephone service provider in the
country, first Indian company to provide comprehensive telecom services
outside India in Seychelles and first private sector service provider to launch
National Long Distance Services in India. As of October 31, 2004, Bharti had
approximately 9.83 million total customers – nearly 9.06 million mobile and
776,000 fixed line customers.
Its services sector businesses include mobile operations in Andhra Pradesh,