1.1 INTRODUCTION ABOUT THE STUDY PROMOTIONAL STRATEGIES
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 undertaken to pass on the
message of a product or sale to the ultimate consumers. Thus, there
are three elements in this process.
1.2 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.
1.3 IMPORTANCE / NEED OF THE STUDY:
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.
1.4 SOURCES OF DATAOne of the important tools for conducting
marketing research is the availability of necessary and useful
data. Data collection is more of art 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 company catalogues and magazines.
The company profile gives a detailed report of history various
products manufacture by its etc. 1.5 RESEARCH METHODOLOGYSURVEY
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.
METHOD OF SAMPLINGRANDOM SAMPLING METHODThe 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.
1.6 DATA ANALYSIS TECHNIQUESQUESTIONNAIRE:
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 productCLOSED 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.TYPES OF CLOSED ENDED QUESTIONS:
DICHOTAMS: a question offering two answers choice.
MULTIPLE CHOICES: a question offering three choices.
RATING SCALE:
a scale that rates some attributes from poor to excellent.SCOPE
OF THE STUDY
The Scope is limited to one Branch. The scope of the study is to
know various promotional Strategies 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. 1.7 PERIOD
OF STUDY Time taken to this study is 45 days for collection of data
and data analysis.1.8 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.
2.1 INTRODUCTION
Bharti Telesoft, the telecom and e-commerce venture of Bharti
Enterprises, India has maintained a very close track on technology
and new services to help its customers and partners thrive on
change. Bharti Telesoft is an Indian software company with a clear
distinction. As part of India's largest telecom group, it is
uniquely able to harness rich domain experience to the customer's
benefit. Instead of being an IT company providing telecom
solutions, we pride ourselves in being just the opposite! Bharti
Telesoft is fast on the way to attaining a position of leadership
in the IT world, through its clear focus on telecom, backed by rich
domain expertise. The company has one of the best development
facilities in the country, and has offices in India, United States
and United Kingdom.
"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)About
Bharti Airtel Limited:Bharti Airtel Limited, agroup company of
BhartiEnterprises, isIndias leading integrated telecom services
provider with an aggregate of62 million customers. Bharti Airtel
has beenrated among the best performing Companies in the world in
the Business Week IT 100. Bharti Airtel is Structured into three
strategic business units Mobile services, Broadband& Telephone
(B&T) servicesand Enterprise services. Themobile business
Provides mobile & fixed wireless services using GSM technology
across 23Telecom circles. TheB&T business provides broadband
&telephone Services in 94 cities. TheEnterprise services
provide end-to-end telecom Solutions to corporate customers and
national &international long distance Services to carriers. All
theseservices are provided underthe Airtel brand. Airtels
high-speed opticfiber network currently spansover 53,000 kms
Covering all the major citiesin the country. The company hastwo
International landing stations in Chennai that connects
twosubmarine cables Systems - i2i toSingapore and SEA-ME-WE-4 to
Europe
Bharti Enterprises has been at the forefront of technology and
has revolutionized 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,
Chennai, Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka,
Kerala, Kolkata, Madhya Pradesh circle, Maharashtra circle, Mumbai,
Punjab, Rajasthan, Tamil Nadu, Uttar Pradesh (East) circle, Uttar
Pradesh (West) circle and Jammu & Kashmir. In addition, it also
has fixed-line operations in the states of Madhya Pradesh and
Chhattisgarh, Haryana, Delhi, Karnataka and Tamil Nadu and
nationwide broadband and long distance networks.Bharti has recently
launched national long distance services by offering data
transmission services and voice transmission services for calls
originating and terminating on most of India's mobile networks.The
Company is also implementing a submarine cable project connecting
Chennai-Singapore for providing international bandwidth.Bharti
Cellular Limited
Bharti Cellular Limited is the cellular licensee for the Delhi
(Metro), Mumbai (Metro), UP(W), Haryana, Maharashtra, Tamil Nadu,
Kerala, MPThe 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 organization 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 its services in Karnataka on May 13,
2000. The services in Punjab started in February 2002.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 nationwide brand.
Bharti Mobinet Limited
Service Area: Chennai (Metro)
Brand Name: Air Tel
Bharti Mobitel LimitedService 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.Pre-paid Services: The company
operates its pre-paid service under the brand name "Magic".
Bharti Telenet LimitedService Area : Himachal Pradesh
Brand Name: Air Tel2.2 OBJECTIVES OF THE COMPANY
To undertake transformational projects that has a positive
impact on the society and contribute to the nation building
process.
To Diversify into new businesses in agriculture, financial
services and retail business with world-class partners
To lay the foundation for building a conglomerate of future
2.3 VISION-MISSION STATEMENT 2.3.1 VISION
By 2015 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses To build India's finest business
conglomerate by 2020
Supporting education of underprivileged children through Bharti
Foundation
Strategic Intent:
To create a conglomerate of the future by bringing about Big
Transformations through Brave Actions. 2.3.2 MISSION We at Airtel
always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise
and go out of our way to delight the customer with a little bit
more
We will meetglobal standards for telecomservices that delight
customers through:
Customer Service Focus
Empowered Employees Cost Efficiency Unified Messaging Solutions
Innovative products and services Error- free service delivery2.4
Board of Directors
The Board of Directors of the Company has an optimum mix of
Executive and Non-Executive Directors, which consists of three
Executive and fifteenNon-Executive Directors. The Chairman and
managing director, Mr. Sunil Bharthi mittal, is an executive
Director and the nuber of Independent Directors on the Board is 50%
of total Board strength the independence of a Director is
determined on the basis such that director does not have any
material pecuniary relationship with the company, its promoters or
its Management, which may effect the independence of the judgment
of a Director. The Board members possess requisite skills,
experience and expertise required to take decisions,which are in
best interest of the Company.The composition of the Board is as
under:
Sunil Bharti Mittal
Rajan Bharti Mittal
Akhil Gupta
Rakesh Bharti Mittal
Chua Sock Koong
N. Kumar
Kurt Hellstorm
Donald Cameron
Paul OSullivan
Professor V.S. Raju Pulak Chandan Prasad Bashir Abdullah
Currimjee Gavin Darby
Syeda Imam
Ajay Lal
York Chye Chang Paul Donovan
Arun Bharat RamManagement Structure
The group has been structured to create functional and
operational specialization with a linear vision of business lines
and functional areas.The Company is headed by Chairman and Group
Managing Director- Sunil Bharti Mittal who is assisted by two Joint
Managing Directors- Akhil Gupta and Rajan Bharti Mittal. The
Company also has two Presidents- President Mobile Services and
President Infotel Services, this responsibility includes
Fixed-line, Long Distance and Broadband Services. The Presidents
report to the Group Chairman and Managing Director. The head of
units and SBUs report to the respective business's President.An
apex team of Corporate Directors has been constituted. The
corporate directors have supervisory and strategic responsibilities
for functional areas across business lines. The directors oversee
functional areas including Business Development, Human Resources,
Marketing, Corporate Communication, IT & Technology, Finance,
Legal, Corporate Affairs, Corporate Strategy & Planning and
Supervisory Director cum Chief Mentor - mobility.
The organization structure is designed to ensure that identical
businesses are run along similar lines and best resources in any
functional field, be tapped to serve the best interests of the
entire group.The structure also defines the role of the Head of the
units who are totally empowered to manage their respective
companies and are fully responsible for business operations to
build world-class organizations with a high degree of customer
focus.
BOARD OF DIRECTORS
MR. SUNIL BHARTI MITTAL
MR. RAKESH BHARTI MITTAL
MR. RAJAN BHARTI MITTAL
Organisation Structure:
CORPORATE STRUCTURE1. Group structure
Bharti Teletech, the manufacturing arm of Bharti Enterprises,
with an installed capacity of 5 million telephone sets per annum,
is India's leading manufacturer of high quality telephones. Today
Bharti Teletech is the major PTT supplier in South Asia. It has ISO
9002 accreditation and also an OEM for Sprint Corporation and
Siemens. Its range of products marketed under the brand name Beetel
constitutes a 30% market share in India thereby making it the
market leader in the domestic market. Bharti Teletech has also
found a growing market in Russia, Singapore, Sri Lanka, Romania,
Bahrain, Qatar, Jordan, Dubai, Yemen, Oman, Uganda, Nigeria,
Tanzania, Seychelles, Zimbabwe, South Africa and USA.
Services and Accomplishments The largest private sector
integrated telecommunications services group in India in terms of
the number of customers. Largest Mobile footprint in India,
covering 18 of the 23 licensed areas. Proven track record of
managing growth - both organic as well as by way of acquisitions.
First and largest private telecommunications services company
offering fixed-line services in India. Existing foreign
shareholders have acquired direct and indirect equity interests in
the Company for a total consideration exceeding US$1 billion. First
private telecommunications company to launch long distance
services. First off the block to launch fixed-line services in all
the four circles of Delhi, Haryana, Karnataka and Tamil Nadu.
2.5 PRODUCT MIXPRODUCT
Airtel Pre-paid
Airtel Post-paid
Blackberry Wireless Handheld
Value Added Services (VAS)
The different value added services provided by Airtel are-
Instant Balance Enquiry
24Hr recharge Facility
Caller line identification
Call divert, Call wait & Call Hold
Multimedia messaging service (MMS)
Airtel Live Portal
SMS based Information Service
Hello Tunes & Ring Tones
Voice Mail Service
Easy Post-paid bill collection
Gifting of Ring Tones & Hello Tunes
GPRS
Business Solutions
PRICE
Customer based pricing strategies.
Flexible pricing mechanism
Controlled by TRAI.
PROMOTIONAL ACCTIVITIES Large scale print and video
advertising.
Big celebrities like SRK and Sachin are roped in to endorse the
product.
In 2002 Airtel got its Signature tune from A.R. Rehman, this
signature tune is perhaps the most downloaded tune in India.
Provides innovations such as Bollywood movie premiers, music
services such as ring back tones & many more.
"Friendz" pre-paid connection for youth," Ladies Special" plan,
Seniors plan.
Executives corporate plan(First to give prepaid in this
category).
Special discounts in calling rates & sms services.
Providing wallpapers and screensavers on website.
2.6 PERFORMANCE OF THE COMPANY Bharti Airtel has enjoyed an
excellent run ever since the telecom sector opened.
It has managed to hold on to its leadership position inspite of
the presence of other players with deep pockets Ambanis, Tatas,
Birlas and Vodafone.
Has coped well with regulatory changes.
Continues to attract and delight customers
2.7 Awards and Recognitions
2010-11
AIRTEL has won the Most Preferred Cellular Service Provider
Brand award at the CNBC Awaaz Consumer Awards in Mumbai. This is
6th year in a row that AIRTEL has won the award in this category.
This year, the awards were based on an exhaustive consumer survey
done by The Nielsen Company. Over 3,000 consumers, spanning 19
cities and 16 states in India, rated brands across different
categories to choose brands which delivered true value for money.
Bharti AIRTEL has received the prestigious Business
world-FICCI-SEDF Corporate Social Responsibility Award 2009-2010.
The FICCI Socio Economic Development Foundation (FICCI-SEDF) and
Business world CSR award was instituted in 1999 to recognize
exemplary responsible business practices by the Indian
industry.2009-10 Bharti AIRTEL rated as Indias Best Enterprise
Connectivity Provider for 2009 at the Annual Users Choice Awards
instituted by PC Quest. Bharti AIRTEL has been recognized as
theBest Global Wholesale Carrierfor 2009 at the Telecoms World
Awards Middle East by Terrapin. AIRTEL was rated as the Strongest
Brand in the Economic Times Brand Finance Brand Power Rating 2009.
It is the only Corporate Brand to be awarded the AAA rating
Sunil Bharti Mittal conferred with the Lal Bahadur Shastri
National Award for Excellence in Public Administration, Academics
and Management.
AIRTEL ranked second in the Economic Times-Brand Equity Most
Trusted Brand 2009. Bharti AIRTEL ranked Indias second most
valuable company, by Business Today in 2009. Bharti AIRTEL listed
in Forbes Asias Fabulous 50 companies, 2009 on number sixth
position.
Bharti AIRTEL was recognized as the Service Provider of the Year
and Wireless Service Provider of the Year at the Frost &
Sullivan Asia Pacific ICT Awards 2009. Bharti AIRTEL bagged the
Best Carrier India Award and the Ovum Telco-Transformation Award at
the Telecom Asia Awards 2009. Bharti AIRTEL was ranked sixth among
the top 100 best performing technology companies in the world,
compiled by Business Week for the year 2009. The company is placed
ahead of global technology leaders like Apple (19), Microsoft (22)
and Google (37) in this exclusive list. Sunil Mittal received the
Madras Management Association (MMA) Business Leadership Award for
2008-09 for revolutionising Indian telecom. Bharti AIRTEL was
selected as one of the top 10 winners of the IDC Enterprise
Innovation IT Awards 2009 across APAC region for its BSS
Transformation Project. Sunil Mittal was awarded the Global Economy
Prize by The Kiel Institute (Germany).
Sunil Mittal was conferred with the degree of Doctor of Laws
Honoris Causa by the University of Leeds, UK. Bharti AIRTEL
received the Best Content Service Award for the AIRTEL-IFFCO Farmer
Information Dissemination Platform at the World Communications
Awards in London. Bharti AIRTEL has been recognized as the Best
Global Wholesale Carrier for 2009 at the Telecoms World Awards
Middle East. Telecoms World is one of the flagship annual awards by
Terrapin, one of the leading business media organizations for
international telecom carriers and service providers. Bharti
AIRTELs low cost computing device AIRTEL Net PC was recognized by
Hindustan Times as one of theTop 9 Best Tech Products of 2009.
Bharti AIRTEL has been rankedamong six best performing
technologycompanies in the world by Business Week. Bharti AIRTEL
was awarded theMost Preferred Cellular Service Provider Awardat
theCNBC Awaaz Consumer Awards 2009. Bharti AIRTEL has been awarded
theNDTV Profit Business Leadership Award 2009in the Telecom Sector.
NDTV Profit Business Leadership Awards have been instituted to
award organizational excellence. The awards promise to acknowledge
the best, the brightest and the most dynamic of Indian
organizations that have emerged leaders in their respective
verticals. Bharti AIRTEL bagged top honours in theVoice & Data
100 Survey, winning five of the Voice & Data Telecom Awards
2009. Bharti AIRTEL was named theTop Telecom Services Provider of
the Year 2009. Manoj Kohli, CEO and Joint MD of bharti AIRTEL, was
named the Voice & Data Telecom Person of the Year 2009. The
Awards also named bharti AIRTEL, the Top VSAT Player 2009, the Top
NLD Player 2009 and Top Cellular Services Provider 2009. Bharti
AIRTEL has recently won multiple recognitions in the field of
Information Technology such as Spamhaus Group Whitehat Network
Star, Security Strategist Award (Technology Senate 2009),
Intelligent Enterprise Award (Technology Senate 2009) & CIO
hall of fame.2008-09
Winner of the"Gallup Great Workplace Award"- Gallup Consulting,
2008. "2nd Most Trusted Service Brand"- Annual Economic Times-Brand
Equity, Most Trusted Brands survey 2008. 'Best Content Service
Award'for its Farmer Information Dissemination Platform for bharti
AIRTELs joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) -
World Communications Awards 2008. Best Project Management' Awardfor
its Gujarat e-GRAM project - World Communications Awards 2008.
"Best Telecom Company"at the NDTV Profit Business Leadership
Awards. Best Carrier Indiafor innovative products & services
and efficient cost models and theOvum Telco-Transformation
awardrecognizing philosophy and execution of a successful
outsourcing strategy at the Telecom Asia Awards 2008. Sunil Bharti
Mittal was awarded theGSM Association Chairmans Award 2008. The
highest honor in global telecom sector, recognized his tremendous
contribution to the development of India's telecom sector. Sunil
Bharti Mittal adjudged theBusiness Leader Transforming India,
2008"at the NDTV Profit Business Leadership Awards.
2.8 FUTURE STRATEGIES Translate its expertise in Indian markets
to other emerging economies.
This could call for acquisitions globally.
Technology leadership is a must Airtel must ensure that its
reliance on GSM technology does not render it obsolete.
Indian market inspire of being the worlds largest is still not
matured. Opportunities abound in the hinterland which must be
exploited. MARKET LEADERSHIP STRATEGIES
Segmentation
Long Term Outlook
Product Innovation
Quality Strategy
Heavy Advertising & Media Pioneer
Effective Sales Promotion
Competitive Toughness
Customer care
FUTURE STRATEGIES TO RETAIN ITS MARKET SHARE
New tariff plans.
More value added services.
Increase in visibility and coverage
The AirTel - AirTel advantage
New innovative packages
More of the e-factor
BUSINESS STRENGTHS Current high market share Brand image Brand
equity Production capacity Corporate image Profit margins relative
to competitors R & D performance Managerial personal
Promotional effectiveness Market share.
Pan India Footprint.
The only operator in India other than VSNL having
International submarine cables.
Customer care.
Promotions.
STRATEGY Airtel partnered with leading players in
telecommunication players across the globe.
It has managed to work with the best of domain specialists
globally and emerge as a world class entity.
Partnerships include operational contracts with marquee vendors
and strategic investors ranging from private equity investors to
global telecom giants. BRAND POSITIONING
Became the 1st Indian company to win the Best Bottom Line IT
& Best Knowledge Management awards by defeating companies such
as ONGC, Birla Corp., the Tatas & Reliance at Asian level.
Positions itself as juvenile brand by linkages to celebrities
such as SRK and Sachin.
Airtel is transforming itself fully into a Service Led
Brand.
3.1. PROMOTIONAL STRATEGIESPromotion 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 vague 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. Publicity4. Personal SellingAfter the liberalization ofthe
Indian Telecom Sector in1994, the Indian cellular market witnessed
a surge in cellular services. By 2005, therewere a total of 12
players in the market with the five major playersbeing
BhartiTele-Ventures Limited (Bharti),Bharat SancharNigam Limited
(BSNL),Hutchinson-Essar limited (Hutch), Idea Cellular limited
(Idea) and Reliance India Mobile (RIM) (Refer Exhibit I).All the
players except RIM offered services based on the Global System
forMobile (GSM) technology. RIM provided services based onCode
Division Multiple Access (CDMA)technology as well as GSM.As
competition in the telecom arena intensified, service providers
took new initiatives to woo customers. Prominent among these were-
celebrity endorsements, loyalty rewards, discount coupons, business
solutions and talk time schemes. The most important
consumersegments in the cellularindustry were the youth segment and
the businessclass segment. The youth segment was the largest and
fastest growing segment andwas therefore targeted most heavily by
cellular service providers.Bharti Tele-Ventures adoptedcelebrity
endorsement asits chiefpromotional strategy. By 2004 itemerged the
unprecedented leader commanding the largest market share in the
cellular servicemarket. (Refer Exhibit II). Hutch implemented the
celebrity endorsement strategypartially, relying primarily on its
creative advertising for the promotion of its brand. BSNL, on the
otherhand, attracted the consumer through its low cost
schemes.Being a state owned player, BSNL could cover rural areas,
andthis helped it increase its
Subscriber base Reliance was another player that cashedon its
innovativepromotional strategies, which included celebrity
endorsements andattractive talk time schemes. Idea relied heavily
on itscreative media advertising sans celebrities.
MARKETING COMMUNICATION PROCESS:
Generally marketing communication is undertaken to pass on the
message of a product or sale to the ultimate consumers. Thus, there
are three elements in this process.
3.2. 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.
To make on immediate AIRTEL
To build primary demand
To introduce a price deal
To inform about a products availability
To increase market share
To help salesman by building on awareness of a product among
retailers
To increase the frequency use of a productTo build overall
company image
To build brand recognition
3.3 PERSONAL SELLING
The process of selling is ensured by personal selling supposed
by advertising and sales promotion. Of these three methods personal
selling occupies the predominant role mainly because of the
personal element involves. It may be described as a personal source
rendered to the community in connection with marketing of goods. It
is a marketing process with which consumers are personally
persuaded to by goods and services offered by a manufacturer. The
most powerful element in the promotional mix is salesman ship, is
not something very new. Even centenaries ago salesman ship was
practiced in Greece and Rome. According to Peter Drucker Cyrus
Mecornie was the first man to use modern technique of selling.
Features:1. It helps to establish a cordial and abiding
relationship between the organization and its customers.
2. It is a creative art. It creates wants a new.
3. It is a science, in the sense that One human mind influences
another human mind.
4. Personal selling imparts knowledge and technical assistance
to the consumers.
PROMOTIONAL STRATEGIESPromotional Strategies includes all those
functions which have to do with the marketing of a product all
other activities designed to increase and expand the market. But it
is clearly distinguished from advertising and personal selling,
through basic aim or all the three is one and the same viz., to
increase the volume of sales.
Sales Promotion: Contests, Games
Sweep stakes, Lotteries
Premiums
Sampling
Fairs and Trade shows
Exhibits
Demonstrators
Couponing
Rebates
Low interest Financing
Entertainment
Trade in allowances
Trade stamps
Sales promotion in a specific sense refers to those sales
activities that supplement both personal selling and advertising
and co-ordination ate them and help to make them effective, such as
displays, shows and expositions, demonstrations and other non
recurrent selling efforts not in the ordinary routine.
In a general sense the sales promotion includes personal
selling, advertising and supplementary selling activities.
Evaluation of Promotional strategies:Two decades ago, there was
no agreement among the marketing people that there was a separate
sales promotion function. In those days, promotion was a share- run
to gain a short run good. The importance of sales promotion is
modern marketing has increased mainly an account of its ability in
promoting sales and preparing the ground for future expansion. The
main objective of sales promotion is to attract the prospective
buyer towards the product.
ABOUT AIRTELAirtel comes to you from Bharti Cellular Limited - a
part of the biggest private integrated telecom conglomerate, Bharti
Enterprises. 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.
Bharti is the leading cellular service provider, with a
footprint in 15 states covering all four metros. It has over four
million satisfied customers.
So come explore the making of the brand which touches the lives
of 600 million people across 16 states of India. From the meaning
of our logo to downloadable goodies for your computer, it's all
here
3.4 BRAND&ADVERTISING:
For a brand to be successful, it must build enduring
relationships with its different audiences. Integral to this
relationship is the visual image of the brand the consumer carries
in his/her mind. The Airtel brand image is created through the
consistent application of a carefully developed visual identity,
which helps Airtel distinguish itself in a cluttered market.
Airtel's visual identity helps create instant brand recall and
strengthens the relationships that its audiences have with it.
The Airtel visual identity has different elements that work
together to create a strong and consistent identity for the brand.
The most important of these are:
The Airtel logo is a strong, contemporary and confident symbol
for a brand that is always ahead of the rest. It is a specially
drawn word mark. AIRTEL LOGO
The Airtel logo is a strong, contemporary and confident symbol
for a brand that is always ahead of the rest. It is a specially
drawn word mark.
The Airtel Image style
The Airtel Typographical style
The Airtel Color Palette
The Airtel Image style
It incorporates two solid, red rectangular forms whose counter
form creates an open doorway.
The Airtel Typographical style
The title case lettering with its capital 'A' was deliberately
chosen to reinforce the brand's leadership position. The red dot on
the letterform 'I' cues Airtel's focus on innovation.. The words
'Express Yourself' are very much part of the brand identity.
The Airtel Color Palette
The lettering is grey so that the pure black of Airtel is
visually unharmed.
3.5 PUBLICITY
The publicity is derived as Any form of commercially significant
news about a product, and institution, a service, or a person
published I a space or radio i.e. not paid for by the sponsor. In
short advertisement is paid form of publicity. It is to be noted
here that though the terms ADVERTISING AND Publicity or differences
in the field of marketing, both are used interchangeably.
The media are broadly classified into direct indirect. Direct
method of advertising refers to such methods used by the advertiser
with which he could establish a direct contact with the prospects.
Most of the media are indirect in nature EX: Free Publicity,
cinema, etc.
Press Publicity: This remains the most popular method of
publicity to day. News papers and magazines have become a part of
cultural and political life of the people. Now press publicity
takes two forms.
(a) News Papers
(b) Magazines(A) New papers :
The abbreviation for news papers is North. East, West, South
past and present event report. News papers are bought largely for
their news value. As such they are appropriate for announcing new
products and new development of existing products. Because of their
frequency of publication, they are also well suited to opportunity
makers, the various advantages may be summed up as follows: They
reach nook and corner, so their coverage is high.
High frequency enables speedy preparation and publication of
advertisement.
News papers offer a lot of flexibility. According to the
convenience and necessity of the advertises the shape and size of
advertisement could be changed.
Advertising in news papers is a cheap method of advertising from
the company point of view.
The news papers advertising sponsor four kinds of
advertising
Classified advertisement EX : House for sale etc.,
General advertisement
Teaser advertisement
News type advertisement
(B) Magazines:Another media under press publicity is magazines,
and journals. They also offer good facility because magazines are
read leisurely when the reader mentally prepared to receive the
advertisement.
Magazines are periodicals (periodicals of publication is
regular) but different from news papers in two respects. One is
that it pre-selects, its readership through the nature its content:
as mentioned above they are read leisurely magazines, as a group
may be subdivided from the point of view of advertisers as follows
:
Kinds of out-door publicity: Rural Advertising:It refers to
posters which are often posted on walls. The size of such poster
would be big and might contain pictures etc. It is often found in
cinema advertising.Advertisement boards: These advertisement or
posters but are kept at certain fixed places especially at points.
Where people frequently assemble bus stages, railway stations etc.,
offer good places for this kind of advertising.
Vehicular Advertising: This refers to moving advertisements.
These advertisement on moving vehicle such as buses and railway
trains offer examples of this. This type of advertising has such a
very large circulation and is considered to be very
effective.Mobile DivisionOverview
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 Companys 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 34.77 million
subscribers as of October 31, 2004. Despite this rapid growth, the
mobile penetration rate in India, at approximately 3.4% as of
October 31, 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:
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-three telecom circles in India. It
proposes to consolidate all its subsidiaries providing mobile
services under Bharti Cellular Limited.
As of October 31, 2004, approximately 96% of India's total
mobile subscriber market resided in the Company's nineteen mobile
circles, which collectively covered only 56% of India's land mass.
Bharti Healthcare The corporate ethos of providing the best to our
customers carries extra relevance when it comes to healthcare
products. One sector where quality implies the saving of lives and
the promotion of healthy living. Offering quality support to the
pharmaceutical industry, Bharti Healthcare has been engaged in the
manufacture of empty hard Gelatine capsules since 1982.
1. Who are the different Customers who prefer to purchase
AIRTEL?Table 4.1: Preferring To Purchase AIRTEL.Source: Primary
Data using Questionnaire. FACTORSNO.OF RESPONDENTSPERCENTAGE
EMPLOYEES1530%
BUSINESS PERSONNEL2652%
PROFESSION36%
STUDENTS612%
TOTAL50100%
Graph 1: Preferring To Purchase AIRTELInterpretation: According
to my survey, it can be seen from the above table that indicates
Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%)
and Students 6 (12%), prefer to purchase AIRTEL.
2. Who influenced you to take Airtel connection? Table 4.2:
INFLUENCING FACTORS TO purchase AIRTELFACTORSNO.OF
RESPONDENTSPERCENTAGE
FRIENDS1122%
ADVERTISEMENTS1020%
GOODWILL/FAME1428%
PERSONAL CHOICE1530%
TOTAL50100%
Source: Primary Data using Questionnaire.graph 2:bar GRAPH
REPRESENTING the influencing factors to purchase airtel
Blue Pie Graph representing influencing factors to purchase of
AIRTEL
Interpretation: As per my survey, the above table reflects that
Friends 11 (22%), Advertisements 10 (20%), and Goodwill/Fame 14
(28%), Personal Choice 15 (30%) is the factors influencing to
purchase of AIRTEL.
3. Are You Satisfied with Airtel Rental Plans Price? Table 4.3:
LEVEL OF SATISFACTION OF CUSTOMER IN VIEW OF PRICEattributesNO.OF
RESPONDENTSPERCENTAGE
VERY GOOD510%
GOOD2040%
AVERAGE1938%
SATISFACTORY612%
TOTAL50100%
Source: Primary Data using Questionnaire.Graph 3: PIE EXPLOSION
GRAPH REPRESENTING THE LEVEL OF SATISFACTION OF CONSUMERS IN VIEW
OF PRICE
Interpretation: The following table indicates the level of
satisfaction of consumers towards the purchase of AIRTEL.4. Are
Satisfied With Services Of Airtel?
Table 4.4: services of AIRTEL TO the cUSTOMERsAttributesNo. of
RespondentsPercentage
Very Good1020%
Good2142%
Average1632%
Not Satisfied36%
Total100100%
Source: Primary Data using Questionnaire.graph 4:The floating
graph representing services of AIRTEL TO the consumers
Interpretation: The Floating Graph Representing Services of
Airtel to the Consumers.5. Which of the connection that you most
prefer by advertisements?TABLE 4.5: THE BRAND PREFERED BY THE
CUSTOMER:
S.NOOptionsNo. of respondentsPercentage
1. Airtel3040
2. BSNL2027
3. VODAFONE1521
4. IDEA1012
Total75100
Source: Primary Data using Questionnaire.Graph 5: THE BRAND
PREFERED BY THE CUSTOMER
Interpretation:
From the above table it observe red that 40% of respondents are
welcomed with the Airtel subscription.
27% of respondents prefer the BSNL.
21% of the respondents are preferred to VODAFONE.
12% of respondents are preferred to IDEA.6. What are the Reasons
for preference of Airtel Brand?TABLE 4.6: REASONS FOR PREFERRING
AIRTEL:
SL.NOOPTIONSNO.OF RESPONDENTSPERCENTAGE
1.Quality2635
2.Brand name2432
3Tariff1621
4Others912
Total75100
Source: Primary Data using Questionnaire.GRAPH 6: SHAPE \*
MERGEFORMAT
iInterpretation:
From the above table we can observe that 35% of respondents
select the brand for quality.
32% of them prefer due to brand name.
21% of them due tariff plans.
12% of them select due to package, schemes etc.
Most of respondents preferring the quality of the Airtel.7. Are
you ready to Purchase Airtel Sim?
Table 4.7: Preference rate of customers for purchasing Airtel
Sims:Sl.no Options No. of respondents Percentage
1Yes5168
2No2432
Total75100
Source: Primary Data using Questionnaire.Graph 7: Are you ready
to Purchased Airtel Sim?
Interpretation:
From the above table we can observe that 68% of respondents are
ready to buy the Airtel sims.
32% of respondents are saying to buy the Airtel.
Most of the customers are ready to buy the Airtel.8. What are
the Influencing factors for purchasing Airtel Sim Cards?
Table 4.8: Influencing factors for purchasing Airtel Sim Cards:
Sl.no Options No. of respondents Percentage
1 Advertisement2229
2 Dealers2838
3 Friends1520
4 Family1013
Total75100
Source: Primary Data using Questionnaire.Graph 8
SHAPE \* MERGEFORMAT
Interpretation:
From the above table it refers that 38% of respondents are
influenced through the Dealers.
29% of respondents are influenced through the Advertisement
20% of respondents are influenced through the Friends
13% of respondents are influenced through Family.
09) Rate of purchasing Airtel through Advertisement?TABLE4.9:
Rate of Influence through Advertisement?Sl.no Options No. of
respondents percentage
1Very much influenced1013
2Some what3528
3Not influenced2026
4Not at all1013
Total75100
Source: Primary Data using Questionnaire.Graph 9:
Interpretation:
From the above table determines that 28% of respondents
Are somewhat influenced.
26% of respondents were not influenced.
13% of respondents were Very much influenced.
13% of respondents were Not at all influenced.
Most of the respondents are somewhat influenced to buy by
Advertisement effect.
10) What are the satisfaction levels of Airtel
Advertisement?
TABLE 4.10: Satisfaction Level of AdvertisementSl.noOptions No.
of respondents percentage
1Very much satisfied1013
2Some what satisfied3528
3Not satisfied2026
4Not at all1013
Total75100
Source: Data collected through Primary Data using
Questionnaire.Graph 10:
Interpretation:
From the above table we can observer that 28%of respondents are
Some what satisfied with Advertisement.
26% of them are not satisfied with Advertisement
13% of respondents are very much satisfied.
13%of them are not at all satisfied.
Most of the customers are some extent satisfied with
Advertisement.
11) Which type of advertising channel is best to reach todays
customer?
TABLE 4.11: Customer Opinion on Media and Telecommunication
SL.NOOptions No. of respondents percentage
1.Electronic media3040
2.Print media1013
3Magazines1013
4.Hoardings2534
Total75100
Source: Primary Data using Questionnaire.Graph 11: SHAPE \*
MERGEFORMAT
Interpretation:
From the above table it found that 40% of respondents are opined
the Electronic media for Advertising of telecom companies.
34% of respondents they go for Hoardings.
13% of respondents prefer Print media.
13% of respondents prefer the magazines.
At most of the respondents are preferred to Electronic media.12)
Do you prefer the Outdoor Media?TABLE 4.12: AIRTEL ADVERTISING
THROUGH OUTDOOR MEDIASL.NOOptionsNo. of respondentsPercentage
1.Yes5468
2.No2132
Total75100
Source: Primary Data using Questionnaire.Graph 12: ADVERTISING
THROUGH OUTDOOR MEDIA Interpretation:
From the above table illustrates the preference of the customers
for Outdoor Advertising of Airtel. 68% of respondents answered
YES.
Whereas 32% said NO for out door Media.
It shows us that most of the customers prefer the Outdoor
Media.
13) Do you feel whether it is sufficient to do advertise through
Outdoor?Table 4.13: SUFFICENCY RATE OF ADVERTISING THROUGH
OUTDOOR
Sl.no Options No. of respondents Percentage
1. Very much2837
2. Some what2229
3. Not Sufficient1419
4. Not At all1115
Total75100
Source: Primary Data using Questionnaire.Graph 13:
Interpretation:
From the above table it informs that 37% of respondents feel
that is very much Sufficient to do Advertise through Outdoor
Media.
29% of respondents are feel it is Some what Sufficient.
19% of respondents feel that is not sufficient.
15% of respondents feel it is Not at all sufficient for Outdoor
media. Most of the respondents are agreed with the Outdoor
Media.
14) According to you will outdoor Advertisement Influence the
customers?TABLE 4.14: INFLUENCE THROUGH THE OUTDOOR MEDIASl.no
Opinion No. of respondents Percentage
1. Very much3243
2. Some what2128
3. Not influence1216
4. Not at all1013
Total75100
Source: Primary Data using Questionnaire.Graph 14:
Interpretation:
From the above table it is observed that 43% of respondents are
very much influenced through outdoor media.
28% of respondents are somewhat influenced. 16% of respondents
are not influenced.
13% of respondents are feeling not at all influenced by Outdoor
media.
15) According to you which is the best Advertise form from the
following one?TABLE 15: LOCATION OF AIRTEL COMPANY
ADVERTISEMENT
Sl.no Options No. of respondents Percentage
1. Hoardings3851
2. Advt on walls2128
3. Advt on Buses1215
4. Others0406
Total75100
Source: Primary Data using Questionnaire.GRAPH 15: SHAPE \*
MERGEFORMAT
Interpretation:
From the above table 51% of respondents saw the Advertisement of
Airtel telecom on Hoardings.
28% of respondents are seen on Walls.
15% of respondents are saw ion the Buses.
06% of respondents are saying they saw Advertisement on others
like Magazines, Flex-boards.
Most of the respondents are going through the advertisement of
Airtel by hoardings
FINDINGS The company is advertisement is not fair and is not
reaching to all people.
The advertisement is difficult to understand.
AIRTEL is not concentrating on the promotional activities for
the customers and for the retailers.
AIRTEL is not giving gifts for the customers.
The company is not concentrating on other types of advertising
media.
The package design is not communicative and eye catching, so
package design and color have to blend harmoniously to make the
package communication effective.
Network is not reaching to rural villages.
Talk time is very less in Prepaid Cards.
The company is not conducting road shows so as to get awareness
in the public about the product and services.
Improve the marketing personnel and they should give full
knowledge to the customers and retailers.
AIRTEL must improve their personnel selling direct contacting
customers to give awareness of their products.
CONCLUSIONS Reduce the Tariff rates to increase the market
share. AIRTEL is not concentrating on the promotional activities
for the customers and for the retailers. Improve the marketing
personnel and they should give full knowledge to the customers and
retailers. AIRTEL is not giving gifts for the customers. The
company is not concentrating on other types of advertising media.
Network should be expanding to rural villages. Talk time must be
increased in prepaid cards. Reduce the Tariff rates to increase the
market share. The company should conduct road shows so as to get
awareness in the public about the product and services.
RECOMMENDATIONSAn attempt has been made to suggest to the Airtel
a few measures. These Recommendations have been made within the
preview of the data available.
1) The company must go for some more promotional activities
rather than TV, advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with
customers and take their valuable suggestions.3) The package design
should be communicative and eye catching, so package design and
color have to blend harmoniously to make the package communication
effective.
4) Innovative efforts must be launched to improve the position
through better marketing strategies.
5) Increase the print media advertisements
6) Always perform the price discount sales
QUESTIONNAIRE A). Name:
B). Occupation:
Employee
Business
Profession
Student
C). Address for Communication:
D). Monthly Income (or) Income Level
2000-4000
4000-8000
8000-12000
More than 12000
E). Are you the user of Mobile?
Yes
No
F). Mobile Number:
1) Different customers prefer to purchase AIRTEL? Employee
Business
Profession Student
2) Who influenced you to take Airtel connection?
Friends Advertisement
Goodwill
Personal choice 3) Are You Satisfied with Airtel Rental Plans
Price?
Very good Good
Average Satisfaction
4) Are Satisfied With Services Of Airtel?
Very good Good
Average Not Satisfied5) Which of the connection that you most
prefer by advertisements? Airtel Bsnl
Vodafone
Idea
6) What are the Reasons for preference of Airtel Brand?
Quality
Brand name
Tariff
Other
7) Are you ready to Purchase Airtel Sim?
A) Yes
B) No
8) What are the Influencing factors for purchasing Airtel Sim
Cards?
A) Advertisement
B) Dealer
C) Friends
D) Family
9) Rate of purchasing Airtel through Advertisement?
A) Very much influenced B) some what
C) Not influenced
D) Not at all
10) What are the satisfaction levels of Airtel
Advertisement?
A) Very much satisfied
B) some what
C) Not satisfied
D) Not at all
11) Which type of advertising channel is best to reach todays
customer?
A) Electric media
B) print mediaC) Magazines
D) hoardings
12) Do you prefer the Outdoor Media?A) Yes
B) no
13) Do you feel whether it is sufficient to do advertise through
Outdoor?
A) Very much
B) some what
C) Not sufficient
D) Not at all
14) According to you will outdoor Advertisement Influence the
customers?
A) Very much
B) Some whatC) Not influence
D) Not at all
15) According to you which is the best Advertise form from the
following one?
A) Hoardings
B) Advt on wallsC) Advt on buses
D) OthersBIBLIOGRAPHY
BOOKS1) Phillip Kotler & Kevin Lane keeler, Marketing
Management 12th Edition (New Delhi: Prentice hall of India,
2007).
2) Paul E.Green Donald S Tull and Gerald Albaum, Research for
Marketing Decisions 5th Edition (New Delhi: Prentice hall of India,
2005).3) G.c.barri, Marketing Research Tata McGraw 4th Edition
reprint 2002. 4) R.S.N.Pillai, Modern Management 8th Edition
2008,
NEWSPAPERS
The Hindu
The Economic Times
Deccan Chronicle
The Times of India
WEB SITES
www.bharati.com www.airtel.inReasons for preferring Airtel
35
32
21
12
0
5
10
15
20
25
30
35
40
Quality
Brand name
Tarief
Others
Family
Friends
Dealers
Advertisement
40
35
30
25
20
15
10
5
0
13
20
38
29
AIRTEL
Factors Influencing for purchase of
Hoardings
Magazines
Print media
media
Electronic
50
40
30
20
10
0
34
13
13
40
Customer opinion on Media and Telecommunication
Others
Adv on Buses
Adv on walls
Hoardings
60
50
40
30
20
10
0
6
15
28
51
Advertisement
Location of Airtel
PAGE 36
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NO.OF RESPONDENTS
PERCENTAGE
Sheet1
ATTRIBUTESNO.OF RESPONDENTSPERCENTAGE
VERY GOOD510%
GOOD2040%
AVERAGE1938%
SATISFACTORY612%
TOTAL50100%
Sheet1
NO.OF RESPONDENTS
PERCENTAGE
Sheet2
Sheet3
_1330948330.xlsChart1
110.22
100.2
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150.3
NO.OF RESPONDENTS
PERCENTAGE
Sheet1
FACTORSNO.OF RESPONDENTSPERCENTAGE
FRIENDS1122%
ADVERTISEMENTS1020%
GOODWILL/FAME1428%
PERSONAL CHOICE1530%
TOTAL50100%
Sheet1
NO.OF RESPONDENTS
PERCENTAGE
Sheet2
Sheet3
_1330948325.xlsChart1
100.2
210.42
160.32
30.06
No. of Respondents
Percentage
Sheet1
AttributesNo. of RespondentsPercentage
Very Good1020%
Good2142%
Average1632%
Not Satisfied36%
Total100100%
Sheet1
No. of Respondents
Percentage
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