alim final project

8/6/2019 Alim Final Project....

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Done by: Abdul Alim Rahimy

Summary

Airtel comes to you from Bharti cellular Limited- a part of the biggest privateintegrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which includes cellular, basic, internet and recently introduced

National Long Distance. Bharti also manufactures and exports telephone terminals andcordless phones. Apart from being the largest manufacturer of telephone instrumentsin India, it is also the first company to export its products to the USA. Bharti is theleading cellular services provider, with an all India footprint covering all 23 telecomcircles of the country. It has over 112 million satisfied customers.The objective of the project is ³Market Share of Airtel in Goa along with the findingof consumer problems´. Main objective of the study was to find the share of Airtel inthe allotted market and to know its potential market and how the retailers and Generalstores giving the feedback of Airtel service in Goa. In this, non telecom shops aretargeted and their demand or requirement is understood. Their interest is being takeninto consideration i.e. whether they are interested or not interested if given an optionto them to keep Airtel connection for selling. Also for existing telecom shops;retailers are being questioned about their level of satisfaction from the business,whether they keep Airtel connection, overall performance of each telecom services

providers and their feedback for Airtel.The method which was used to study the replies of the telecom and non telecom shopsthat may or may not be interested in having Airtel connections is throughquestionnaire. The questionnaires were filled by: - moving to each and every retailer¶sshops and General stores which was being allotted. Markets allotted are whole panjimwhich is includes (Donapuala Merces Taligao, Caranzleem bus stand ) Existing

telecom shops and non telecom shops like chemist, general stores, STD/ PCO, giftsshops are mainly focused. The questionnaires were filled there and then by theretailers and then analysis is being done and then I came up to my final findings . Thequestionnaire was bifurcated into different segments i.e. general information about theretailers containing name, address, age, shop address, whether they keep Airtel or not,if no then their interest on keeping it. Also overall comparative performance is beingasked from existing telecom. My experience at Airtel has been a very informative andenlightening one and has provided me with the kind of experience that I feel proud tohave attained.



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Objective

The objective of the project was to:-

To find the market share of Airtel in allotted markets. To find out the Main problem of Airtel as well as in Goa state through the retailersand shops feedback.

To find out the retailers and consumers problems.

To understand which kind of Airtel advertisement has more effect on the mind

of the customers.

To understand that how many customers got still the benefits schemes that

offered by Airtel.

To find out the customers satisfaction level from the network service

connection. To find out the overall analysis of the retailers feedback about the Airtel which

is based on (Brand, Market strength, customers care service, product Line)

To know the satisfaction level from the existing telecom shopkeepers. To keep an eye on the competitors strengths and weaknesses.



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Ind ustry profile

Airtel

Airtel is a brand of telecommunication services in India operated by Bharti Airtel. Airtel is

the largest cellular service provider in India in terms of number of subscribers. Bharti Airtel

owns the Airtel brand and provides the following services under the brand name Airtel:

Mobile Services (using GSM Technology), Broadband & Telephone Services (fixed line,

Internet Connectivity(DSL) and Leased Line), Long Distance Services and Enterprise

Services (Telecommunications Consulting for corporate)Leading international

telecommunication companies such as Vodafone and SingTel held partial stakes in Bharti

Airtel. In April 2006 Bharti Global Limited was awarded a telecommunications license in

Jersey in the Channel Islands by the local telecommunications regulator the JCRA. In

September 2006 the Office of Utility Regulation in Guernsey awarded Guernsey Airtel

with a mobile telecommunications license.Siemens for a 900 million dollar expansion of its

mobile and fixed network In August 2007, the company announced it will be launching a

customized version of Google search engine that will provide an 'array of services' to its

broadband customers.

In March 2008, Bharti Airtel had been roll out third generation services in Sri Lanka in

association with Singtel . This is because Singapore-based Asian telecom major Singtel,which owns a little over 30% in Bharti Airtel, is a major player in the 3G space as it has

already third generation networks in several markets across Asia.Airtel is committed to

bring Seychelles the best in telecommunications. The strength behind Airtel is the Bharti

group, a telecom giant - the biggest private integrated telecom conglomerate based in India.

Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse

fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming

the largest manufacturer and exporter of excellent telecom terminals under its ³Beetel´

brand, Bharti has created a significant position for itself in the global telecommunications

sector.



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Bharti Tele-Ventures is today acknowledged as one of India's finest companies, and its

flagship brand 'Airtel', has over 112 millions customers across the length and breadth of

India. Bharti's Registered as Telecom Seychelles Limited and operating under the brand name of

Airtel,

the company is licensed to offer comprehensive telecom services including GSM Cellular,

PSTN (Fixed Lines), Fax and Data, International Roaming, connectivity to Internet

Services, Maritime Telecom Services (INMARSAT) and International Collect and Credit

Card calling. Dominating the market with its service and customer commitment - Airtel has

always been at the forefront of innovation and change in the Telecom sector in Seychelles.

Airtel provides the whole range of telecom services, from GSM mobile services, Airtel

Prepaid Mobile Cards available at a string of outlets, International Roaming with 157

operators in 65 countries, a host of Value Added Services, Fixed Cellular services and a

fast growing Fixed Line network as well.

All this, of course, comes to you with the distinct Airtel advantage of excellent Tariffs, the

best GSM Coverage on the islands, world class Technology from industry leaders like

Ericsson and Scientific Atlanta and 24-hour Customer Care.

V isio n: To provide global telecom services and delight customers.

M ISS I ON Of Airtel:

We will meet the mobile communication needs of our customers through:

y Error- free service delivery

y Innovative products and services

y Cost efficiency



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SWOT ANALY sis

Stre ng th :-

H uge product line which cover every segment of market. Strong Brand Name Airtel as the largest cell phone player in India with a footprint that covers all

telecom circles in the country. It has high return of equity, revenue growth, shareholder return, and total

revenue. Very focused on telecom Airtel is largely focused on the telecom, around 93%

of the total revenue comes from telecom (Total telecom revenue Rs 3,326). It has a strong brand name, superior quality products and an enviable

distribution network.

Weak n ess :-

Due to different target markets and number of different kind of servicesAirtel has to face high expenditures and manufacturing cost.

Little efforts over the Advertisi ng of pr oducts. Distribut ion channel is notaccurately categorized. Premium priced products, hence can¶t compete inlow price segment.

Price Competition from BSNL and MTNL . Airtel is tough competition from the operatorslike BSNL and MTNL as these two operators are offering services at a low rate.

Opportu n ities :

Optimization of business processes and infrastructure through flexible,standardized integration framework.

Outsourcing of technology enables Bharti Airtel to focus resources on growing the business.

Flexible pricing model enables Bharti Airtel to avoid major increases in capitalexpenditures

The company's financial performance can receive a ma jor boost from it scost reduction efforts.

Airtel¶s business has ample scope for gaining market share from theunorganized sector. Rural penetration too holds vast potential to bringabout growth.



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Threats :

Bharti Airtel¶s threat was the need to make the major investments in IT

infrastructure required to service its rapidly growing base of subscribers. As a

capital expenditure, these investments are typically offset by the future service

revenues that they enable.

Competition is intensifying in the Indian telecom services market. Others

telecommunication companies (Tata communications, Tata tell services, idea

cellular, spice telecom, aircel) are developing and providing new services. So

Bharti Airtel needed to find a way to focus on developing new services that could

set it apart from the competition and strengthen its customer relationships .

Marketing mixservices Of Airtel!y P repai d mobile pho n e!

Enter the world of limitless possibilities with Airtel Prepaid. The service that helps you

gives words to every feeling, an expression to every emotion .

Features´ H ere are some of the many advantages that New Airtel Prepaid brings you.

y Total cost control

y Pre Activated STD/ISD

y Strong Network Coverage



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P ostpai d Mobile P ho n e!

Life becomes much simpler with your Airtel Postpaid. It gives you the unlimited freedom

to Reach out to people in your special way.

Features

Check out the exciting features you can enjoy with an Airtel Postpaid Connection:

y Easy Billing

y Easy Payment Options. Anytime, Anywhere.

y Credit Limit

y Strong Network Coverage

y Long Distance Calling Facility

y Widest Roaming (National and International)

y GPRS ± Roamingy Say it. In more than just words

y Reach Us Anytime Anywhere



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Fixe d Li ne pho n e services!

Airtel an excellent service and innovative technology with Fixed Line Calling is made

more fun & convenient with services and entertainment on Airtel.

Fixe d Wireless P ho n e!

Avail the convenience of a mobile phone on a fixed line without any cable disturbing the

ambience living room. Presenting Airtel Mega, a feature rich Wireless Fixed Line that

remains unaffected by rain or similar other problems and gives a complete peace of mind!

Great advantages at your fingertips:

Features

y EasytoUse

Airtel Mega is extremely convenient and easy to install and does not require any

wiring or change in the aesthetics in home or office. Use can use his set anywhere

within city, at no extra cost.

y InstantConnection

It ensures that your immediate accessibility needs are met, with an instant

connection. What's more, you can carry the set along with you when you move

from one room to another or when you shift your home/office.

y Great A dd- on Services with features of a mobile pho n e

Airtel Mega offers a host of value added services like H ello Tunes, GPRS, Voice

Mail, CLI, call conference, call wait, call divert, SMS and more!



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Broa d ba nd in ter net&i n ter net

Now experience the internet in a new way with Airtel Broadband. It is powered by DSL

technology, which gives you blazing-fast; secure Internet access as soon as you switch on

your computer.

We give you the power of limitless discovery on Internet ± from shopping to banking,

paying bills to making new friends and not to mention endless fun & learning for children.

optio nal services of broa d ba nd & i n ter n et,Spee d on Dema nd

User can increase the speed of the internet by paying more .

Mobile

y Airtel has introduced mobile services target to the business related persons.Features are added to meet the business needs.

y Easy billing on line pay bill system or by using credit cardsy Long distance callingy Widest roaming facility

V oice

To keep in mind business requirement Airtel has developed telephone services in to twodifferent forms.

1 Airtel landline2 fixed wireless phone



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Office solutio n

For manage business more efficiently and more effectively Airtel offer some services.

1 Call canters facilitate to receive 4-5 simultaneous calls that come to company fromtheir clients and customers.

2 Information broad cast company can receive information from multipleemployees/customers through sms at predefined date and predefined time.

3 Corporate SMS Directory service enables a user or a set of users to upload their mobile numbers, names and locations in an Airtel Server and provides space to itsclients to upload their directories onto its servers.

4 Vehicle tracking system enables a company to monitor the location of their stock intransit by installing Airtel mobile, global positioning box vehicle tracking enabledsimcard.

C areer services

For big and multinational and international company¶s Airtel offer different high qualityand high featured services.

1 Domestic data

2 Domestic voice

3 International data

4 International voice

5 Network& satellite services

6 Remote management

E busi n ess services

Airtel offers an internationally benchmarked, carrier class hosting, storage and businesscontinuity services through its E-business services.

1. managed hosting2. co location

Satellite services

Airtel providers of broadband IP satellite services and DAMA/PAMA services to supportaudio, video and voice applications on demand. Vpn services enable organizations to run

broadband applications that deliver a wide range of advanced, value-added services over aconverged infrastructure. Vsat connectivity Airtel VSAT gives you reliable network



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connectivity to run mission-critical applications like Internet access, broadcast andmulticast networks for stock market applications, distance education networks.

In ter natio nal services

Airtel offers communication solutions according to business needs, to stay connectedworldwide through International Services including.

Features

1. private line services2. international MPLC

3. managed IPLC

4. internet services

5. data center services

6. Ethernet services over SD H

P LA CE

AIRTEL offers its mobile GSM services In 23 circles and broadband& internet services in94 cities.

MARK E T SHAR E

Airtel is one of India's leading private sector providers of telecommunications services

based on an aggregate of 64,268,047 customers as on March 31, 2008, consi sting of

61,984,721 GSM mobile and 2,283,326 Tele media subscribers. Airtel has 50% market

share in telecommunication market.

INNO V AT I ON

The businesses at Airtel have been structured into three individual strategic business units

(SBU¶s) on the basis of nature features technology of these services.

1. Mobile services,

2. Tele media services

3. Enterprise services.



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Airtel - Organization Structure

As an outcome of a restructuring exercise conducted within the company; a

new integrated organizational structure has emerged; with realigned roles, responsibilities

and reporting relationships of Bharti¶s key team players. With effect from March 01,2006, this unified management structure of 'One Airtel' will enable continued

improvement in the delivery of the Group¶s strategic vision.



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P ROMOT ION

AIRTEL use different ways to promote and sale of their services like

y Television

y Internet

y Newspaper

y Sign boards

y Franchise offices

y Direct contact

Televisio n

For mobile and telemedia services Airtel lies on attractive television commercials using

personality symbol like shahrukh khan because these services are household types and

people activated through TV commercials.

In ter net

Airtel also use internet using its well attractive website covering all features of its servicesand deliver Email to potential customers.

www.bhartiAirtel.com

Newspaper

Airtel deliver ads on newspaper about its mobile and telemmedia services in that

newspaper that are commonly read in homes shops public places. But ads for enterprise

services AIRTEL chose those newspapers that are read in business firms and offices.



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Fra nchise

Airtel promote and sale its mobile and telemedia services through it well attractive franchise offices

that are located convenient public places.

Direct co n tact

Airtel has its own salesman who go to business firms and contact directly to them who convince

them about their enterprise services that is useful and according the need of their business .

Attributes :

y Maximizing Customers¶ product and service experiences.y In touch with current market trends.y Cost optimization.y Understanding of customers¶ likes and dislikesy Proper positioning of brand in the market.y Brand Consistency.y Value Addition to products and services.y Targeting the infrequent users.y Differentiating itself from other players.y Promotional offers.



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G oa Airtel , C ompa n y profile

head office of Airtel located in new Delhi and it has 23 circle in the whole India and one

of its circle is in Maharashtra which it divided in two parts one is Mumbai and another one

is Maharashtra further divided in seven others zones including of Goa , in Goa they have

one zonal office which is located in Patto Plaza of Panjim Goa In this zonal office have

been working 21 employees , 11 territory manager and 2 sales manager 1zonal business 1

territory manager for postpaid and 1 admin executive 3postpaid customer service delivery

and 3 backend executive for the prepaid. Airtel has the overall 22% market share in Goa

and it has 24% market share in prepaid and 20%market share in postpaid and they around

125000 customers in prepaid and 8500 customers in postpaid

Network Availability :

Coverage has always been the main drawback of Airtel in Maharashtra &Goa circle.Subscriber usually faces calls drops in elevator, basement and parking lots. Company has

been struggling with the issue of less cell sites in main cities of Maharashtra &Goa circlenetwork is usually full in outdoor places but the strength decreases drastically as soon assubscriber enters an indoor place.

Network, Quality

Network quality of Airtel in Maharashtra &Goa circle is good.User faces congestion in peak hours and the call quality is way below average with frequent call drops even in theheart of city. Network quality on highway is better because highway is scarcely densed.

Inn ovative Schemes -:

The success of Airtel in Maharashtra &Goa circle completely relies on new schemes and

offers which are somewhat better in its own way than other providers. Airtel dared to

launch ³Airtel Friends´ pack years ago in Maharashtra &Goa circle when 10 paise/min

calling was considered as joke! people who are already on this plan can still use it without

facing any problem of validity as there are schemes like the 110 Rs recharge which gives

98 Rs talk time and 1 year validity with no change in the tariff plan. Airtel also introduced

the 20 Rs voucher which gives 2000 local and national voice sms to any provider in India

with a validity of 30 days.This scheme still exists and is a boon for subscribers who like to

exchange info by sending voice sms instead of the orthodox way of sending texts.



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C ustomer Care: Customer care of Airtel is good but certainly not the best. The staff is

well mannered but lacks enthusiasm. They can give you the info you require but for that

they need to consult their seniors. Call customer during peak hours and they have ready

answers like ³our system is down..Please callback after sometime´ or ³we are not able to

check your information because of system up gradation so please callback after sometime´.Some customer care executives can¶t even speak fluent English. All in all a user gets his

problems solved by calling customer care but the experience is not something which can be

relished.

V AS : Airtel has made a significant mark by launching a wide array of value added

services«some services are just meant to empty the pocket of subscribers like the

astrology section where random predictions are given not based on any calculation and

charging hefty amount for it. H ello tunes were first launched on Airtel in Maharashtra&Goa circle in 2004.Months later other providers launched their own services of H ello

Tunes with different names. Airtel has usually given unmatched value added services in

this circle like the mobile office service, NOP service. H owever they have gradually

increased the GPRS rates in a span of 5 years which made them lose few of their loyal

GPRS subscribers because of the new entrants like Aircel and Reliance GSM which offers

unlimited free internet for as low as 98 Rs per month and 5 paise/10 kb respectively.



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Problems statement:

Main problem: As we know in every telecommunication service Network coverage is

the main important and significant element, which it can attract and find more loyalcustomers to get more market share in the market along with high revenue, so according tomy survey that me as a BBA student recognized the main problem of Airtel was ( Networkdrop in some area of Maharashtra and Goa circle).

Solution: they should increase the Number of towers or use some wireless booster toincrease the strength of Network, they can t build another base station in the city or otherplaces because Government and people they are not giving allow them to build, becauseit s X-ray has bad effect on the mind of the people, so they have only these options toincrease the number of towers or use some wireless booster to increase the strength of Network.

Peripheral problem:

I found from my survey and customers feedback that Airtelperipheral problems will be as below.

C all Drop some times after3 minutes in night. Network Busy at 7 PM.

Packs are activating by its self, without asking customer.



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Research Metho d olo gy On defining the objective of the project, a plan was developed to gather information

most efficiently . Decisions were taken on the data sources, sampling plan, research

tools and contact methods.The methodology which I used was surveying and through conducting surveys I could

achieve my findings. I have done a survey in the market to find the share of Airtel in the

allotted market and to know its potential market and how is the retailers feedbacks

about the Airtel ,. The design I chose for my survey was questionnaire. I made tow list of

questionnaire one for the retailers and one for the General stores PCO/ STD and distributed

for them. The questionnaire contained questions with options which I thought was less time

consuming. So every question had two or more options. After collecting the question papers, I

went through the papers and I came up with my final findings.

Data Sources : - Primary and secondary data was gathered.

P rimary Data : - was gathered by carrying out a

market survey of various telecom and non telecom shops in

the Panjim market and Donapuala caranzleem Mirces

talegoa bus stand santokrooz

Current perceptions of existing retailers has been taken to judge their expectations

from Airtel and its services. Also non telecom shops are been captured so as to knowtheir interests in keeping Airtel

Tools use d for market survey are :-

Q u e s t i o n n a i r e s for retailers: Q ue st io nna ir es were given to approximately

51 shopkeepers.

Visited the whole panjim area capital of Goa.



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Seco nd ary Data :- Information was gathered from the internet, media and print so as to obtain

relevant information such as industry background and also public perception of

Airtel. And some of the information about the company we have gotten by the sales

manager through contact by the cell-phone, mostly in his free times around 7-8 pm

the data used in research is reliable according to our research needs. Data should be

suitable and adequate.

Internet

Airtel has its own site in which all details are given

www.Airtelworld.com

www Airtel.in

Are the main sites which are been used for collection of data in my research.

3. Tar get Respo nd en ts :-

Retailers and Shopkeepers of panjim market visited.

4. Sampli ng:-

Sample size 55 shops (telecom and non telecom) in the panjim market under the

distributor was taken. The areas covered were (panjim market, bus stand Donapuala ,

cranzleem , Miramer ,mirces, santocrooz , Taligoa)

E xecutio n After collection of relevant data and sample planning done, thequestionnaires were filled by the retailers and shopkeepers by personally interviewingthem



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DATA ANALYS ISQ1 Do you keep T E L EC OM co nn ectio n s?

Reply of respondent No. of respondents Percentage of respondents

Yes 51 93% No 4 7%

find ing s: : Majority of shops 93% out of 51 keep the telecom connections available intheir shops and rest of them 7% don¶t have the telecom connections services available intheir shops.An alysis : as it is clear to all, that all shops and business are using telecom and newtechnologies for their shops and businesses, so I found in the most shops telecomconnection and the rest 70% most of them told us that they are not using Airtel as I think they were busy with their business with client or they don¶t have time to interview withus or they thought that we are not students and we are not right people will create

problems for them, and they reject us that they are not using telecom in their shops.

93%

7%

Do you keep TELECOM connections?

yes No



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3. Which Mobile co nn ectio n curre n tly are you usi ng ?

Name of the connections number of responded Market Share of each connectionAirtel 40 22%Vodafone 38 21%Idea 35 19%Reliance 20 11%BSNL 20 11%others 28 16%

Fi nd ing s: I found during my survey that Airtel has 22% market share and

Vodafone has the second rank which is 21% and Idea has the third rank 19%, BSNL andReliance 11%, They have the same market share and 16% of market share is belong to theother telecommunications.

Analysis: Airtel has different types offer for its customers and also have good brand nameand huge product line, so most of the customers are using Airtel, and second rank Vodafonealso has good network connection, with the different types of offer for its customers so it hasthe second rank, Idea has also very good customer care and it has the third rank market sharein the market. BSNL and Reliance are also medium, but they are looking to come up soon

because its marketing along with the different types of offers are coming to the market.

22%

21%

19%

11%

11%

16%

Wh ich Mobile connection cu rr ently a re you using?

Airtel

Vodafone

Idea

Reliance

BSNL

other ¤



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4. Are you usi ng Airtel co nn ectio n in your shop?


Yes 36 71%

No 15 29%

Fi nd ing s:- from my survey I found that out of 51 shops 36 shops are using Airtel and the rest15 shops they are not using Airtel.

An alysis : out of the 51 shops I found Airtel in 36 shops , and others 15 shops they didn¶t hadany Airtel connection in their shops , so in 36 shops I found at least one Airtel connection ,the rest people at the same shops they may be had other connection also , but I found oneAirtel connection also.

7 1%

29%

A re you using A irtel connection in you r sh op?

yes

N ¥



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5. I f n o, the n are you i n tereste d in havi ng A I RT E L co nn ectio n s with youn ow?


Yes 3 20%

No 12 80%

C on clusio n: in response to question ³Are you interested in having Airtel´, 20%responded yes, and 80% stated NoAn alysis : out of 15 shops that they didn¶t had Airtel connection in their shops 20% areinterested to keep Airtel because they liked new offers of Airtel and 80% they didn¶tshow interest to change their connection because they are familiar with the system of their current connection along with its offers and all.

2 0%

8 0%

A re you inte reste¦

in h aving A IRTEL

yesNo



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6. Type of shops which Are usi ng Airtel (out of 5 1) :-

C on clusio n: Majority of the shops covered are the telecom shops which is around 39%,second the General stores with 28%, the third STD/PCO 25%, and 8% are other stores.

An alysis : in all telecom shops I found Airtel connection and in general stores also I foundmostly Airtel in STD and PCO also I found Airtel, so in general stores they are using Airtel

because it has very good offers and it is cheap for them and they can use very well form itsoffers and all telecom shops they are using Airtel because it is their business STD and PCOalso because of the customer choice they are keeping different types of connection includingof the Airtel.

28 %

2 5%

39%

8 %

T p e of h ops

General stores

STD /PCOTelecom

others

Type Total Number of shops Number of responded PercentageGeneral Store 20 10 28%

STD/PCO 12 9 25%Telecom 14 14 39%Others 5 3 8%



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7. Type of rechar ge car ds like d by the people


More talk time 11 30%

More validity 7 20%

Both 18 50%

C on clusio n:

Out of the 36 respondents 30% liked more talk time and 20% liked to recharge with morevalidity and 50% liked both.

An alysis : I found from my survey that most of the customers they liked both (more talk time and more validity) , these offers are available in Airtel but they have to recharge morecredit card to get these offers and 30% liked more talk time this offer also available in Airtelthey can get it easily from Airtel and 20% liked more validity this offer is also available inAirtel, so it means Airtel offers every kind of the service to its customers.

3 0%

2 0%

5 0%

Type of rec h a rge ca rd s like d by t h e people

more talktimemore validity

both



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8. P eople take be n efits of schemes offere d by A IRT E L .

C on clusio n: out of 36 respondents 70% said that they got the benefits schemes that offered by Airtel and the 13% said that they have not got from the benefits schemes of Airtel and therest 8% said that don¶t know they got the benefits or no.

An alysis : majority of the customers got the benefits schemes that offered by Airtel and theyare happy with the Airtel offers and 22% of the customers they didn¶t got the benefitsschemes that offered by Airtel because they are not aware of offers so Airtel should increaseits Advertising for the customers and 8% they don¶t know that they got or no.

7 0%

22%

8%

P eople take be n efits of schemes offere d by A IRT E L

yes

No

Can't Say


yes 25 70%

No 8 22% Can¶t say

3 8%



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9. C elebrity like d by customer very much i n A I RT E L .

Name of the person Total number PercentageSachin 18 50%Shahrukh 13 36.1%Kareena 2 5.5%A.R.Rehman 3 8.4%

C on clusio n : - A s we can see in the above chart most of the people around 50%likecelebrity in Airtel by Sachin and 36% by Shahrukh and 8% by A.R Rehman and 6% byKareena.

An alysis : most of the customers they like to Airtel should celebrate by Sachin and andsecond by shahrukh , so Airtel should more focus to celebrate by Sachin and shahrukh.

5 0%

36%

7% 8%

C elebrity like d by people very much i n AIRT E L

Sachin

Shahrukh

kareena

A.R.Rehman



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10 . Rati ng of Airtel services over some parameters .

Objective : To know which kind of services customers likes most in Airtel

Features Ra n k allotte d

Ra n k 1(best) 2(good) 3(average) 4(poor) 5 (worst) C overa ge 4 7 11 9 5C all C har ges 11 9 6 5 3

Roami ng Facility 17 9 5 3 2

Schemes 6 15 6 4 5C ustomer care 3 6 9 8 10

Total

Avera ge total

perce n ta ge

41

8

22%

46

9

25%

37

7

19.5%

29

7

19.5%

25

5

14%

Base 36 respondents



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Fi nd ing s :-

y According to research out of 36 respondents the Overall ratings comes to

the end that Airtel is ³Good´ for providing its services overall.

4

11

17

6

3

7

9 9

1§

6

11

6§

6

99

§

34

8

§

32

§

1 0

Coverage Call charges Roaming facility Schemes Customer care

Airtel servicesbest good average poor worst



32


Fi nd ing s :

y According to the Average percentage the H ighest was 25% which is good.

An alysis : from feedback of the customers I found that Airtel overall services is good , and

13% said that it is worst and 22% said best , so Airtel should try to keep all its customers

satisfy and focus more on customer care and coverage, and also boost its roami ng facilities ,

call charge and schemes offers.

best good average poor worst

22 .2 0%2

¨

%

19 .4 0% 19 .4 0%

13 .8 0%

Percentage



33


11 . Are you usi ng P repai d or P ostpai d ?

Objective :

To know whether the person is using prepaid connection or post paid one.

Table :

Answer No. of Respondent Percentage

Pre-paid 27 7 5%

Post-paid 9 2 5%

Fi nd ing s: - According to research out of 36 respondents 27 are using Prepaid services and

rests 9 are using Postpaid.

y Percentages of Prepaid users are 75% and postpaid users are 25%.

y It shows very big difference between the two figures for using and not using mobile.

Analysis: most of the people are using prepaid connection because they don¶t want to getdebt, and they are looking more facilities by the usage of prepaid card than post paid card.

And those who using post paid they are mostly whole seller and general stores and they

are feeling comfortable for the its payment to pay once per month . and also they don¶t

have to rush for recharge .

25%

75%

Are you usi ng P repai d or P ostpai d?

post -paid

pr © paid



34


12 . Type of a dvertiseme n t mostly like by peoples i n AI RT E L is

Audio Visual : 85%

Print : 2%

Audio : 13%

Fi nd ing s - As we observe in the above chart most of the people around 85% are attracted inAirtel by the Audio Visual and 13% of the people attracted by the Audio and the rest 2% bythe print advertisement.

An alysis : in current situation most of the people are looking for the TV , Face book, yahooand other sources of audio visual and they are Able to see the Airtel offers and all. And 13%of them are hearing by Radio and other source of audio media, the rest 2% they are attracted

by the magazine and print advertisement and all.

85%

2%

13%

Type of a d vertiseme n t mostly like by peoples i n AIRT E L is

Audio visual

print

Audio



35


13 . Feature of A I RT E L force d people to use A I RT E L is,

38% Advertisements 20% Connectivity 10%Schemes 32%Goodwill

Fi nd ing s: - from the above chart we can see that Advertisement has the highest percentageand Goodwill have second and the connectivity is the third and last thing that effect over the

people to use Airtel is schemes.

An alysis : most of the customer attracted to use Airtel by the advertisement like TV audiovisual and audio and print, billboard and magazines, and second types of the people attractedto use Airtel by goodwill and Airtel showed in the market that it¶s service is the best, andthird bye the connectivity that Airtel has very good service and connectivity and the rest

people attracted by the schemes offers, that Airtel has very good schemes offers also.

38%

32%

10%

20%

Feature of A IRT E L force d people to use A IRT E L is

ad rti m nt

Goodwill

ch m

conn cti it



36


14. P eople k n ow about A I RT E L cellular service throu gh .

30 % Friends 70% Advertisements 5% Other Sources

Fi nd ing s: - In the above chart we can see most of the people around 67% know about theAirtel service through the advertisement and 28% through friend¶s information and the 5%,through the other sources know about the Airtel cellular service.

An alysis : most of the customer attracted to use Airtel by the advertisement like TV audiovisual and audio and print, billboard and magazines, and second types of customers areattracted by friends that they praised Airtel offers and they said that Airtel its services is the

best and it has lots of offers and all, the rest 5% people are attracted by other sources.

28%

67%

5%

P eople k n ow about A IRT E L cellular service throu gh .

fri nd

Adv rti m nt

oth r ourc



37


15. Retailer fee d back about the Bra nd I ma ge of Airtel

BrandImage

Excellent Good Average Bad

parcentage 25% 55% 12 % 8%

C on clusio n: As we can see the brand Image is 55% good and 25% is Excellent and 12% saidit is ok and the rest 8% stated that Airtel¶s brand Image is bad.

An alysis : according of the retailer feedback most of the people is satisfy with the brandname of Airtel , and its brand name has very positive effect in the mind of the customers andalso its brand image is one of the main strength of Airtel.

25%

55%

12%8%

B ran d Image

Ex cellent

GoodAverageBad



38


16 . Market stre ng th of the Airtel accor d ing to the Retailers fee d back

Market Strength Excellent Good Average Bad

Percentages 15% 65% 15% 5%

C on clusio n: - In the above chart we can see that 55% of the retailers said that marketstrength of Airtel is Good and the 15% said it is Excellent and the 15% said it is average and5% said it is Bad.

Analysis: market strength of Airtel is also very good and all customer is satisfy with isservice and also it has very huge product in the market, there is no lack of credit card or Simkard for the services for the customers, and Airtel is able to compete directly with itscompetitors in the market along with its good services and customers care in order to keepingthe customers satisfy.

15%

65%

15%

5%

Market stre ng th

Ex cellent

Good

Average

Bad



39


17 . Airtel¶s customer care service accor d ing of the retailers

customer careservice

Excellent Good Average Bad

percentages 12 % 38 % 43 % 7%

C on clusio n:- In the above chart we can see that the majority of respondent around 43% of the retailers said that Airtel customer care service is Average and 38% of the retailers saidthat the customer care services is Good and the 12% of them said that the Airtel customer care services is Excellent and the rest 7% of them said that the Airtel customer care service isBad.

An alysis : according of my survey and retailer feedback to us, Airtel customers caremedium, it is not too good and not too bad, only the main thing that covered Airtel problemsand most of the customers had complain it was weak network connection, they aretrying alsoto solve the customers problems and I give my suggestion also in the recommendation for the

better service for the customers, in order to keep them as real and loyal customers for Airtel.

12%

38%43%

7%

customer care service

Ex cellent

Good

Average

Bad



4 0


18 . Airtel¶s pro d uct li ne accor d ing to the Retailers

Product Line Excellent Good Average Bad

percentages 30 % 45% 22 % 3%

C on clusio n: - in the above chart we can see that the most of the retailers around the 45% saidAirtel product line is good and the 35% said that the Airtel product line is Excellent and the22% of the retailers said that the Airtel product line is Average and the rest 3% said that theAirtel product line is bad.

An alysis : I found overall that Airtel product line is very good most of the customers aresatisfy with the Airtel product line, because it has once huge product line and there is no lack of credit card and simkard for the service of the customers and secondly Airtel is able providethe product on time for the customers, and the its sale person is very active person in thenorth zone, even I saw him and meet him during of my survey, they have very good

performance in their sales.

3 0%

!

%

22%

3%

pro d uct li n e

Ex cellent

Good

Average

Bad



4 1


19 . C ustomer satisfactio n level from the Airtel¶s network serviceco nn ectio n

Satisfaction level Excellent Good Average Bad parcentages 8% 20 % 5 0% 22 %

C on clusio n :- In the above chart we can see that majority of the customers around 50%responded that the network connection of Airtel is average and 22% responded that Airtelnetwork connection is Bad and the 20% responded that Airtel network connection is Goodand 8 % responded that Airtel network connection is Excellent.

Analysis: Airtel network services is not too good some ofthe customers they have complainfrom the Airtel network connection, that its network is weak and to some area is not givingsignal also and also in the basement and some time after 7pm it not working properly , andalso some times call drop after 3 minutes in the night. Overall I found that Airtel network service is Average.

8%

2 0%

5 0

22

C ustomer satisfactio n level from the Airtel n etwok serviceconn ectio n

Ex ellent

Good

Average

" ad



42


Findings:

The primary data for the study was collected with the help of the research questionnaire designed.Then the necessary data was collected by means of face to face direct interviews and phone

interviews with the shopkeepers.

I found that out of 55 shops most those around 51 shops are using telecommunication in their shops

and the rest 4 shops they are not using telecommunication in their shops. and out of the 51 shops 36

shops are using Airtel and the rest 15 shops are not using Airtel, out that 15 shops 3 are responded

that they are interest to keep Airtel in their shops .

Type of recharge cards liked by the people 30% of the them liked more talk time and 20%liked more

validity and 50% liked both ,and most of the customers around 70%they got the benefit schemes of

the Airtel, and 22%said that they didn¶t got the benefits schemes of the Airtel and rest 8% they can¶t

say . And most of the Airtel celebrity that liked by the people is through Sachin and second sharukh.

According to research out of 36 respondents the Overall ratings comes to the end that Airtel is

³Good´ at its services overall. Type of advertisement mostly liked by peoples in AIRTEL is around

85%by the Audio visual and 13%by the Audio and rest 2%people attracted by the print. Feature of

AIRTEL forced people to use AIRTEL is that Advertisement has the highest percentage and

Goodwill have second and the connectivity is the third and last thing that have effect over the people

to use Airtel is schemes .and most of the people know about the Airtel services through the

advertisement 67% and 26%through friends, and the rest 5% through the other sources. And also majority of the retailers around 55% said that Airtel brand Image is good and the 25% of

the people said it is Excellent and the 12% said it is ok and the rest 8% said its brand Image is bad.

And also I found that 55% of the retailers said that market strength of Airtel is Good and 15% said it

is Excellent and 15% said it is average and 5% said it is Bad.and also I found that the majority

around 43% of the retailers said that Airtel customer care service is Average and 38% of the retailers

said that the customer care services is Good and the 12% of them said that the Airtel customer care

services is Excellent and the rest 7% of them said that the Airtel customer care service is Bad.And

also I found that the most of the retailers around the 45% said Airtel product line is Good and the

35% said that the Airtel product line is Excellent and the 22% of the retailers said that the Airtel

product line is Average and the rest 3% said that the Airtel product line is Bad.and the most

important things that I found in my survey is that majority of the customers around 50% responded

that the network connection of Airtel is average and the 22% responded that Airtel network

connection is Bad and the 20% responded that Airtel network connection is Good and the 8 %

responded that Airtel network connection is Excellent.



43


Recomme nd atio n s: As we know in every telecommunication service Network coverage is the main important

and significant element, which it can attract and find more loyal customers and get more

market share, so according to my survey that I recognized the main problem of Airtel was Network drop in some area of Goa. Airtel for the betterment service should increase the

Number of towers or use some wireless booster to increase the strength of Network, they

can t build another base station in the city or other places because Government and people

they are not giving allowed them to build, because it s X-ray has bad effect on the mind of

the people, so they have only these options to increase the number of towers or use some

wireless booster to increase the strength of Network.

Airtel should focus more on promotion and advertising part as areas which are surveyed

have very less awareness about the schemes and other benefits which are offered by

Airtel.

Majority of STD/PCO shops showed interest in having Airtel connection. So priority

should be given to them, all of their needs and demands should be seriously taken into

consideration.

Better schemes for dealers/ retailers so that they can develop self interest and they

could try their level best to make more and more sale which would lead benefit to

dealers and company as well.

Competition is intensifying in the Indian telecom services market. Others

telecommunication companies (tata communications, tata telecom services, idea cellular,

spice telecom, Aircel) are developing and providing new services. So Bharti Airtel

needed to find a way to focus on developing new services that could set it apart fromthe

competition and strengthen its customer relationships.

Airtel should focus more on Audio visual Advertisement that can find more customers

and by the Audio visual advertisement, and the customers will be more confidents and

will attract more to buy the Airtel connection, and its brand image will remain strong. The brands should be available easily in PCO & Retailers like to prepareall facilities that

is offered by the Airtel for the PCO and retailers because if the new customers ask about

the Airtel facilities they won¶t believe that much on the retailers words, if they prepare all

the brand and information in the paper and board to show for the customers it will be

better for satisfaction of new customers.



44


Observatio n:

It was observed that most of the customers expressed their unhappiness over billingservices. Either they were wrongly charged or they never received bills on time.

There is large number of rejection rate for taking up any new kind of business in

the non- telecom shops this is due to lack of awareness and scarcity of

resources in this area.

Board and advertisements are required in many shops. It is been observed that

many shops don¶t have normal banner of Airtel in their shop in spite of

demanding of long.

New schemes are not properly being conveyed to the retailers, so they are

facing problem of no responses to customer queries.

Customer demand is high for Airtel but due to services complaints, less

advertisements and claims issues the retailers are diverting the customers to

other telecommunication.

Customer diversification from Airtel is increasing in regular basis due to

increase in service complaints.

More and vast visibility of other telecommunication boards and advertisements

which is improving their promotion and branding.

Many telecom retailers want the detailed description of incentives given to

them i.e. on what basis and on how much activation.H

ere lot of comparison is being made with Idea and Vodafone as they are providing with detailed

description of when and why of incentives.

Some of the customers they had complain form the network connection especially inCall Drop after every 3 minutes in night. and also Network Busy at 7 PM.

Some of the customers they have also complained from Airtel regarding that Packsare activate by it, without asking customer.

alim final project

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