CHAPTER.

1
INTRODUCTION
The project aims at understanding the marketing strategies at Airtel and its impact on the
perception of Airtel tele media service. Research has demonstrated conclusively that it is far
more costly to win a new customer than it is to maintain an existing one. And there is no way
to retain a customer than to exceed his expectation. For this purpose it is essential to know the
level of customer satisfaction level for the service provided by the Airtel. The research was
done for the corporate clients of Airtel. My job was not only to represent the corporate sales
Dept. and collect the feedback from the clients but also to get the major complaints resolved
through internal counselling. There can be no better to interact with the external as well as the
internal customers of an organization. Finally the result of the research verify the fact that
keeping the customer satisfied is the best strategy to not only retain the existing customers but
also to expand the business to new horizons.
Airtel is one of the leading private sector providers of telecommunications service Based on no
of customers and no of Mobile users. The business at Airtel have been structured into three
individual strategic business units (SBUs)-mobile service, tele media services (ATS)
&enterprise service. The mobile service group provides GSM mobile service across India in
23 telecom circles, while the ATS business group provide broad band & telephone service in
94 cities. The enterprise service group has two sub-units -carriers (long distance service) and
service to corporates. All these service are provided under the Airtel brand
Company shares are listed on the stock exchange, Mumbai (BSE) and The National Stock
Exchange of India Limited (NSE) The Company has strategy Alliance with SingTel. The
investment mad by SingTel is one of the largest investment mad in the world outside Singapore
in the company.
The company mobile network equipment partner includes. In the case of broadband and
telephone services and enterprise services.
STATEMENT OF THE PROBLEM
 OBJECTIVE
The Indian communications scenario has transformed into a multiplayer, multi product market
with varied market size and segments. Within the basic phone service the value chain has split
into domestic/local calls, long distance players, and international long distance players. Apart
from having with cope with the change in structure and culture (government to cooperate),
Airtel has had to gear itself to meet competition in various segments –basic services, long
distance(LD),and internet service provision (ISP).It has forayed into mobile service provision
as well.
Objective of study are:
 What marketing strategies the Airtel is implementing to defend and increase the
market share.
 To find who are the competitors of the Airtel and the market shares of the
competitors and what strategies Airtel is implementing to beat its competitors.
 To find out how Airtel react to the technology changes in the communication
sector.
 RESEARCH METHDOLOGY
Research methodology is the process of conducting scientific enquires starting with searching
a problem, identifying sources of data, collecting the required data, analyzing the collecting
data, interpreting the data and results and writing a report.
RESEARCH DESIGN
“Research design is the plan, structure and strategy of investigation conceived so as to obtain
answers to research question and to control variance.” Research design can be grouped in to
three categories:
o Exploratory Research Design
o Descriptive Research Design
o Casual Research Design
PERIOD OF STUDY:
The study of the project taken was three months (December 2017-Febraury 2018)
AREA OF STUDY:
The research was carried out in Coimbatore city. The sample was drawn from Airtel users of
Coimbatore city which was picked through Random sampling metod

COLLECTION OF DATA:
There are two types of sources for data collection Primary data: it means the data which are
collect at first time. Secondary data the secondary data which have been gathered earlier for
some other purpose. I used for the study secondary sample like websites and book
Is the process of gathering and measuring information of variables of interest, in a established
systematic fashion that enables one to answer started research questions, test hypothesis,
and evaluate outcomes. The data collection component of research is common to all fields of
study including physical and social sciences, humanities, business,, etc. While methods vary
by discipline, the emphasis on ensuring accurate and honest collection remains the same. The
goal for all data collection is to capture quality evidence that then translated to rich data
analysis and allows the building of a convincing and credible answer to question that have
been posted.
LIMITATIONS
 The study is restricted only to AIRTEL, Chennai respondents. The view of their
other area is not taken.
 Few respondents answer was collected.
 Respondents concentrated where the customers of AIRTEL only.
 Since the researcher selected 50 sample size it is not sufficient to cover opinion of
entire population.
 Time duration in conducting the research is very low.
REVIEW OF LITERATURE

1. According to Videsh Sanchar Nigam Limited (VSNL)

India like many others countries has adopted. A gradual approach to telecom sector reform
through selective privatization and managed competition in different segment of the telecom
sector. India introduced private competition in value added service in 1992 followed by
opening cellular and basic service for local area to competition. Competition was also
introduced in long distance (NLD) and international Long Distance (ILD) at the start of the
current decade. World telecommunication Development explains that network expression in
India was accompanied by an insurance in productivity of main lines in operation to total
number of staff.
2. Adam Braff, Passmore and simpson
Focus that telecom service providers even in United States face a sea of trouble. The
outlook for US
Wireless carriers is challenging. They can no longer grow by acquiring new customers; in fact
their new customers are likely to be migrated from other carriers. Indeed, churning will account
for as much as 80% of new customers in 2005 at the same time, the carriers Average Revenue
per users (ARPU) is falling because customers have.

[Link] and Sundaram

Studied that in order to boost communication for business, new modes of communication
are now being introduced in various cities of the company. Cellular Mobile Phones, Radio
Paging, E-mail, Voice mail, Video, Text and video-Conferencing operational in many cities,
are a boon to business and industry. Value- Added hi -tech service access to internet and
Introduction of Integrated Service Digital Network are being introduced in various places in
the country

4. T.V. Ramchandran
Analyzed performance of India Telecom Industry which is based on the volumes rather
than margins. THE Indian consumer is extremely priced sensitive. Various socio-demographic
factors high GDP growth, rising income levels, booming Knowledge sector and growing
urbanization have contributed towards tremendous growth of these things together and delver
the mobile revaluation to the masses will be 3 Generation (3G) services

5. Rajan Bharti Mittal

Explains the paradigm shift in the way people communicate. There are over 1.5 billion
mobile phone users in the world today, more than three times the number of PCOs. India today
has the sixth largest telecom network in the world up from 14th in 1995, and second largest
among the emerging economies. It is also the world 12th biggest market with large pie of $ 6.4
billion. the telecom revelution is propelling the growth of Indian as an economic power house
while bridging the developed and the developing economies.
ASEAN Indian Synergy Sectors point out the high quality of tele communication
infrastructure is the piller of growth for information technology (IT)and IT enabled services,
Keeping this in view, the focus of Telecom policy is vision of world class
telecommunication service at the seasonable rates. Provision of telecom services in rural areas
would be another trust area to attain the goal of accelerated economic development and social
change. Convergence of service is a emerging area.

[Link] Stehman
The telecommunication industry is characterized by rapid innovation in the service and
the transmission market. The legally protected public or private monopolist does not have the
same incentive to foster innovation that would exist in a competitive environment. Thus, state
intervention based on the natura monopoly arguments neglects dynamic aspect, which are
crucial in the telecommunication sector.
According to economic times Indian mobile phone market is set to surge ahead urban
India has a tele density of 30 where as rural Indian has a tele density of it indicators that the
market is on ascent, wiyh more than 85000 villages yet is come under tele connectivity.

[Link] Bahri
Explain the view point sam pitroda the chairman of world tele that identifies opportunities
for investment in telecommunications. He analyses that there is an increasing role of telecom
in e-governance in India. According to him technology can be leveraged to take India’s develop
to next level

[Link]
Communication is a process that allows information to pass between a sender and one or
more receivers and the transfer to meaningful information or ideas from one location to a
second location. Communication is a human process; human communicate by sending
information between themselves. Where as, telecommunication is the transmission of data or
information over a distance .Tele is a Greek word meaning at a distance, far off. Thus, it
classifies smoke signals, semaphore flags, lanterns and signal flares, telegraph systems,
televisions, telephones ,written letters, and hand signals as capabilities that support
telecommunication .The problem with these communications forms include reliability , speed
of transmission, and comprehension purpose.
9. Rohith Prasad & V. Sridhar
This is the one of the first such attempt to analysis the tradeoffs between low market power
and economics of scale for sustained growth of mobile services in the country. Our analysis on
the data on mobile services in India indicates the existence of economies of scales in this sector
.We also calculate the upper bound on the optimal number of operators in each license service
area so that policies that make appropriate tradeoffs between competition and efficiency can
be formulated.
 ANALYSIS AND INTERPRETATION

Chart 1: Showing respondents Like Airtel company

Like Airtel NO OF PERCENTAGE

Company RESPONDENT
YES 44 88%

NO 6 12%

TOTAL 50 100%

INTERPRETATION:
From the above chart showing that 88% respondents are like airtel & 12%
respondents are said no from the 50 samples.
Chart 1: Showing respondents like Airtel company

like airtel company

12%

YES
NO

88%
 Table 2: How much time do you spend?

SPEND NO OF RESPONDEND PERCENTAGE

TV movies 15 30%

Newspaper 15 30%

Radio 5 10%

Internet 15 30%

Total 50 100%

INTERPRETATION:
From the above chart 30% respondents are TV movies& 30% respondents are
Newspapers & 10% respondents Radio & 30% are Internet.

Chart 2: How much time do you spend?

 15 15 15

TV MOVIES NEWSPAPER RADIO INTERNET

Table 3: Do you like Airtel company advertisement

ADVERTISEMENT NO OF RESPONDENT PERCENTAGE

Yes 46 92%

No 4 8%

Total 50 100%

INERPRETATION:
From the above chart that showing 92% are yes & 8% are no.

Chart 3: Do you like Airtel company advertisement?

 Chart Title

No

Yes

0 5 10 15 20 25 30 35 40 45 50

Table4: During the advertisement I change the channel

 CHANNEL NUMBER OF PERCENTAGE
RESPONDENT
Never 15 30%

Sometimes 20 40%

Depends on channel 10 20%

Often twice 0 0%

Every time 5 10%

Total 50 100%

INTERPRETATION:
From the above chart that showing 30% are never & 40% are sometimes & 20% depends on
channel & o% often price & 10% every time.

Chart 4: During the advertisement I change the channel

 Chart Title
20 20

18

16
15
14

12
10
10

6 5

2
0

0
NEVER SOMETIMES DEPENDS ON OFTEN TWICE EVERYTIME
CHANNEL

Table 5: Which is the last advertisement

ADVERTISEMENT NO OF PERCENTAGE
RESPONDENT

College add 40 80%

Others 10 20%

Total 50 100%

INERPRETATION:
From the above chart that showing 80% are college add & 20% others.

Chart 5: Which is the last advertisement

 Chart Title

College add Others

Table 6: Which is Attractive part in Airtel

ATTRACTIVE NO OF RESPONDENT PERCENTAGE

Network 20 40%

Offers 10 20%

Network Speed 20 40%

Total 50 100%

INTERPRETETION:
From the above chart that shoving 40% network & 20% offers & 40% are network speed.

Chart 6: Showing the attractive part in Airtel

 Chart Title

20 20

10

NETWORK OFFERS NETWORK SPEED

Table 7: Name an Airtel plan assured by the company

Assured the Company no of respondent PERCENTAGE

199 30 60%

299 10 20%

399 10 20%

Total 50 100%

INTERPRETATION:
From the above chart that showing 60% are 199 & 20% are 299 & 20% are 399.

Chart: 7 Name an Airtel plan assured by the company

 Chart Title

80% 82% 84% 86% 88% 90% 92% 94% 96% 98% 100%

Series1 Series2

Table 8: Do you see/check online advertisement banner

 Banner NO OF RESPONDENTS PERCENTAGE

Never 15 30%

Sometimes 20 40%

Depends 5 10%

Often 0 0%

Every time 10 20%

Total 50 100%

INTREPRETATION:
From the above chart that showing 30% are never & 40% are sometimes & 10% are depends & 0%
are often & 20% are every time.

Chart8: Do you see/check online advertisement banner

 Chart Title
20
20

18
15
16

14

12 10
10

8
5
6

2 0
0
Never Sometimes Depends Often Every time

Table 9: Which is the last plan you remember

LAST PLAN NO OF RESPONDANT PERCENTAGE

199 30 60%

299 15 30%

399 5 10%

Total 5 100%

INTERPRETATION:
From the following chart that showing 60% are 199 & 30% are 299 & 10% are 399.

Chart 9: Which is the last plan you remember

 CHART TITLE
Series1 Series2

399 5
3

299 15
2

199 30
1

Table 10: Name any specification in Airtel company

SPECIFICATION NO OF RESPONDANT PERCENTAGE

Offers 10 20%

Speed 20 40%

4G 20 40%

Total 50 100%

INTERPRETATION:
From the following chart that showing 20% are offers & 40% are speed & 40% are 4G.

Chart 10: Name any specification in Airtel company

 Chart Title

20%

40%

40%

Offers Speed 4G

Table 11: You use the network for

 use network no of respondent Percentage

chatting and social networking 0 10%

e -mail 10 20%

information 10 20%

entertainment 15 30%

e-commerce 5 10%

downloading 5 10%

total 50 100%

INTERPRETATION:
From the following chart that showing 10 % ARE Chatting & social networking & 20% are e-mail &
20% are information& 30% are entertainment & 10% are e-commerce & 10% are downloading.

Chart 11: You use the network for

 Chart Title

15

10 10

5 5

chatting and e -mail information entertainment e-commerce downloading

social
networking

Table 12: What mod of advertising influence you to make in Airtel network
 Adverting Influence NO OF PERCENTAGE
RESPONDANT
Friends &Relatives 30 60%

Online 15 30%

Advertisement 5 5%

Others 0 0%

Total 50 100%

INTERPRETATION:
From the above chart that showing 60% are friends & relatives & 30% are online & 5% are
advertisement & 0% others.

Chart 12: What mod of advertising influence you to make in Airtel

network
 Chart Title

Friends&Relatives Online Advertisement Others

Table 13: Which mod of marketing would you prefer

 Mode of marketing No of respondents percentage

TV commercial 10 20%

Newspaper 10 20%

Banners 15 30%

Emails 15 30%

Total 50 100%

INTERPRETATION:
From the above chart that showing 20% are TV commercial &20% are New paper 30% are banners
& 30% are e mails.

Chart 13: Which mod of marketing would you prefer

 Chart Title
16 15 15

14

12
10 10
10

0
Tv Commecial Newspaper Banners Emails

Table 14: Which mod of advertisement would you trust

 ADVERTISEMENT NO OF RESPONDANT PERCENTAGE
TRUST
Radio 10 20%

TV 10 20%

Newspapers 10 20%

Magazines 20 40%

Total 50 100%

INTERPRETATION:
From the above chart that showing 20% are Radio& 20% are TV& 20% are News paper & 40% are
Magizines.

Chart 14: Which mod of advertisement would you trust

 Chart Title

20%

Radio
40%
TV
Newspapers
20%
Magazines

20%

Table 15: you cannot live without

 LIVE WITHOUT NO OF RESPONDANT PERCENTAGE

Computer 20 40%

TV 5 10%

Mobile 20 40%

Books 5 10%

Total 100 100%

INTERPRETATION:
From the above chart that shows 40% are computers & 10% are TV & 40% ARE Mobile &10 % are
Books.

Chart 15: you cannot live without

 CHART TITLE

5
BOOKS

20
MOBILE

5
TV

20
COMPUTER

Table 16: What is the specification network attract you

 ATTRACT NO OF RESPONDANT PERCENTAGE

Network speed 20 40%

Plan the network 10 20%

Offers 20 40%

Total 50 100%

INTERPRETAION:
From the above chart that shows 40% are Network speed & 20% are plan of the speed & 40% are
offers.

Chart 16: What is the specification network attract you

 CHART TITLE
25

20

15

10

0
NETWORK SPEED PLAN THE NETWORK OFFERS

Table 17: What the main thing that attract you in Airtel network
 MAINTHING NO OF RESPONDANT PERCENTAGE

Network speed 20 40%

Offers 10 20%

4G 20 40%

Total 50 100%

INTERPRETAION:
From the above chart that showing 40 % of network speed &20% of offers& 40% of 4G.

Chart 17: What the main thing that attract you in Airtel network
 Chart Title

20

15

10

0
Network speed Series1
Offers

4G

Table 18: Which is the marketing strategy more attract you

 MAEKETING NO OF RESPONDANT PECENTAGE
STRATEGY
Marketing 15 30%

Sales 15 30%

Promotion 5 10%

Advertisement 15 30%

Total 50 100%

INTERPRETATION:
From the above chart that shows 30% are marketing & 30% are sales & 10 % are promotion & 30%
are advertisement.

Chart 18: Which is the marketing strategy more attract you

 CHART TITLE

50 45

40

30

20

10 5 Series1

0
Prepaid Postpaid

FINDINGS
1. The majority 88% respondents are yes like Airtel Company
2. The majority 30% respondents are TV movies spending time
3. The majority 92% are yes are like the Airtel Company Advertisement
4. The majority 40% are sometimes changing the channel
5. The majority 80% are college add Airtel company advertisement
6. The majority 40% are network speed attractive part in Airtel
7. The majority 60% are 199 Airtel plans
8. The majority 40% are sometimes online adds plan of the company
9. The majority 60% are 199 last plan remember
10. The majority 40% are 4G specification in Airtel plan
11. The majority 30% are entertainment using the network for
12. The majority 60% are friend’s mod of advertising
13. The majority 30% are banners mod of marketing suggestion
14. The majority 40% are Magazines trusting mod of advertisement
15. The majority 40% are computers live without
16. The majority 40% are offers specification of network
17. The majority 40 % of network speed attraction in Airtel network
18. The majority 30% are advertisement marketing strategy
19. The majority 90% are prepaid mobile service use
20. The majority 80% are good smooth operation service
21. The majority 60% are good connectivity and network coverage of Airtel Company
22. The majority 60% are good using the service
23. The majority 60% are 1 year repurchase of the service
24. The majority 50% are good level of satisfaction of service
25. The majority 60% are good service from the company

CONCLUSION
Airtel is fulfilling the needs of many people. The company should promote their product as
attractively as possible. They should also maintain the market reputation the has and retain
the customers. There are lot of competition in the market, the company should face the tough
competition and come out with better and plans.

They should always focus on achieving the targets or objectives of the company. The
company has a tie up with many large organization and which is because of their services and
reputation in the market. Hence, the organization should change its policies with the changing
market and maintain its position.

BIBILIOGRPHY
[Link]
Google
[Link]

Table 19: Which mobile service you used

 MOBILE NO OF RESPONDANT PERCENTAGE
SERVICE

Prepaid 45 90%

Postpaid 5 10%

Total 50 100%

INTERPRETATION:
From the above chart that showing 90% are prepaid 10% are postpaid.

Chart 19: Which mobile service you used

 CHART TITLE

50 45

40

30

20

10 5 Series1

0
Prepaid Postpaid

Table 20: Are you satisfied with the number of drop boxes
DROP BOXES NO OF RESPONDANT PERCENTAGE

Good 40 80%

Bad 2 4%

Satisfaction 8 16%

Total 50 100%

INTERPRETATION:
From the above chart that showing 80% are good & 4% are bad & 16% are satisfaction.

Chart 20: Are you satisfied with the number of drop boxes
 Chart Title

40

35

30

25

20

15

10
5
0
Good

Bad

Satisfaction

Table 21: About connectivity and area of coverage

 NETWORK COVERAGE NO OF RESPONDANT PERCENTAGE

Good 30 60%

Bad 5 10%

Satisfaction 15 30%

Total 50 100%

INTERPRETATION:
From the above chart that showing 60% are good & 10% are bad & 30% are satisfaction.

Chart 21: About connectivity and area of coverage

 Chart Title

SATISFACTION

BAD

GOOD

0 5 10 15 20 25 30

Table 22: For how long you been using this service
REPURCHASE THE NO OF PERCENTAGE
SERVICES RESPONDANT
Good 30 60%

Bad 18 36%

Satisfaction 2 4%

Total 50 100%

INERPRETATION:
From the above chart that showing 60% are good & 36% are bad & 4% are satisfaction.

Chart 22: For how long you been using this service
 Chart Title

30

20

10

0
Good
Series1
Bad

Satisfaction
Table 23:How likely are in the repurchase the service from the company in
the future

USING THE SERVICES NO OF RESPONDANT PERCENTAGE

1Year 30 60%

2Year 15 30%

3Year 5 10%

Total 50 100%

INTERPRETATION:
From the above chart that showing 60% are 1 year & 30% are 2 year 10 % are 3 year.
Chart 23: How likely are in the repurchase the service from the company in
the future

CHART TITLE
35

30

25

20

15

10

0
1Year 2Year 3Year
 Table 24:How would you rate your level of satisfied with the service
provider in regard to pricing

REGARD TO PRICE NO OF RESPONDANT PERCENTAGE

Good 25 50%

Bad 20 40%

Satisfaction 5 10%

Total 50 100%

INTERPRETATION:
From the above chart that showing 50% are good & 40% are bad & 10% are satisfaction.
 Chart 24: How would you rate your level of satisfied with the service
provider in regard to pricing

CHART TITLE

Satisfaction

Bad

Good

0 5 10 15 20 25
Table 25: How likely are to repurchase the service from this company in
the future

REPURCHASING FUTURE NO OF RESPONDANT PERCENTAGE

Good 30 60%

Bad 5 10%

Satisfaction 15 30%

Total 50 100%

INTERPRETAION:
From the above chart that showing 60% are good & 10 % are bad & 30 % are satisfaction.
Chart 25: How likely are to repurchase the service from this company in
the future

Chart Title

30

25

20

15

10

0
Good Bad Satisfaction
 APPENDIX
A STUDY ON MARKETING STRATERGY OF AIRTEL
QUESTIONNAIRE

Name:
Age Group (yrs.): up to 18 18 to 25 25 to 40 40 to 55 € 55

Gender: Male € Female

1. Do you like Airtel Company?

Yes € No

2. How much time do you spend

.....................................................
?
TV, Movies 1 hrs. 1 - 2hrs 2 - 4hrs 4 - 6hrs 6hrs
Newspaper, Mags 1hrs. 1 - 2hrs 2 - 4hrs - 64-6hrs 6hrs

Radio 1hrs. 1 - 2hrs 2 - 4hrs 4 - 6hrs 6hrs

Internet 1hr 1 - 2hrs 2 - 4hrs 4 - 6hrs 6hrs

3. Do you like Airtel company advertisement?

Yes No

4. During the Airtel advertisement I change the channel

Never sometimes depends on channel often every time
5. Which is the last advertisement?

6. Which is the attractive part in Airtel?

7. Name an Airtel plan assured by the company?

1. ____________________________
2. ____________________________
3. ____________________________
4. ____________________________
5. ____________________________

8. Do you see/check online ads/advertisement banner?

Never sometimes depends on add often every time

9. Which is the last plan you remember?

_______________________________________________________________________

10. Name any five specification in Airtel plan?

1. ____________________________

2.

3.

4.

5.

11. You use the Network for….. (Rank them in order of your preference)
Chatting and Social Networking
 Email
Information
Entertainment
E-Commerce
Downloading
12. What mode of advertising influences you to make in Airtel network
Magazines and newspaper
Friends and relatives
TV Commercial
Online advertisements
13. Which mode of marketing would you prefer? (Rank in order of preference)

TV commercials
Print Ads: Newspaper, Magazines
OOH: Banners, Poster
Online Ads: Banners, Emails,
14. Which mode of Advertising would you trust? (Rank in order of preference)
Recommendations from consumers
Radio
TV
Ads before movies
Newspapers
Magazines
Blogs & forums
Brand websites
Email I signed up f

15. You cannot live without… (Rank in order of preference)

Computer with Internet

TV
Mobile
iPod / Music Player
Books
16. What is the specification of the network is attract you?

Network speed

Plan of the network

Offers of the network

17. What the main thing that attract you Airtel network?.. in one word.
1.
2
18. Which is the marketing strategy more attracted you more?
Marketing
Sales
Promotion
Advertisement
19. Which mobile service is you used?
Prepaid
Postpaid

20. Are you satisfied with the number of drop boxes /recharge coupons denomination
available for smooth operation of your mobile service?
Good
Bad
Satisfied
21. About connectivity and area of network coverage?
Good
Bad
Satisfied
22. For how long have you been using these services?
More Than 1Year
 More Than 3Year
More Than 5Year
23. How likely are you in the repurchase the services from this company in the future?
Would you say your chances are…
Good
Satisfied
Bad
24. How would you rate your level of satisfaction with the service provider in regards to
pricing?
Good
Satisfied
Bad

25. How likely are to repurchase the services from this company in the future?
Good
Satisfied
Bad