This project aims to find the market performance of Airtel in selected regions of Trivandrum city. Airtel has been the number one player in the market for the past few years, however to maintain the market leadership Airtel needs to continuously modify its strategy and tactics. In this project factors that make Airtel both customer friendly and retailer friendly are analyzed. The other facts analyzed include: - how far the retailers are benefitting from Airtel, why Airtel is the most preferred brand for customers, what are the tactics used by Airtel to retain market leadership etc.

1. A study on retailers’ perspective about
market performance of Airtel in selected
areas of Trivandrum city
Project report
MASTER OF BUSINESS ADMINISTRATION
University of Kerala
Submitted by:
Arun Mohan, Belli P K, Bijoy Baby, Reshma Mathew
DEPARTMENT OF BUSINESS ADMINISTRATION
COLLEGE OF ENGINEERING TRIVANDRUM
June 2013
DEPARTMENT OF BUSINESS ADMINISTRATION

2. College of Engineering Trivandrum
Declaration
We undersigned, hereby declare that the project titled "A study on
retailers’ perspective about market performance of Airtel in selected
areas of Trivandrum city" is a bonafide record of work done by us.
Arun Mohan, Belli P K, Bijoy Baby, Reshma Mathew

3. Abstract
This project aims to find the market performance of Airtel in selected
regions of Trivandrum city. Airtel has been the number one player in the
market for the past few years, however to maintain the market
leadership Airtel needs to continuously modify its strategy and tactics. In
this project factors that make Airtel both customer friendly and retailer
friendly are analyzed. The other facts analyzed include: - how far the
retailers are benefitting from Airtel, why Airtel is the most preferred brand
for customers, what are the tactics used by Airtel to retain market
leadership etc.
Keywords: Market leadership, market performance, Airtel, customer
preference, Retailers perspective, retailer friendliness etc.

4. Table of Contents
Introduction ........................................................................................................................................ 5
Industry profile .................................................................................................................................... 5
Introduction to company ..................................................................................................................... 8
Brief introduction to the research methodology .................................................................................. 8
Objectives........................................................................................................................................ 8
Research methodology .................................................................................................................... 9
Research design ............................................................................................................................... 9
Sources of data ................................................................................................................................ 9
Statistical analysis tools used ........................................................................................................... 9
Period of the study .......................................................................................................................... 9
Scope of Study ................................................................................................................................... 10
Limitation of study ............................................................................................................................. 10
Chapter 2 .............................................................................................................................................. 11
Literature review ............................................................................................................................... 11
STUDIES RELATED TO GROWTH AND DEVELOPMENTS IN INDIAN TELECOM SECTOR ...................... 11
STUDIES RELATING TO COMPETITION IN INDIAN TELECOM SERVICE SECTOR ................................. 14
STUDIES RELATED TO CRM IN SERVICES SECTOR ............................................................................ 15
STUDY RELATED TO MARKETING STRATEGY ................................................................................... 16
Chapter 3 .............................................................................................................................................. 18
Data collection and analysis ............................................................................................................... 18
Chapter 4 .............................................................................................................................................. 33
Findings and suggestions ................................................................................................................... 33
Findings ......................................................................................................................................... 33
Suggestions ................................................................................................................................... 34
Chapter 5 .............................................................................................................................................. 35
Conclusion ......................................................................................................................................... 35
Bibliography .......................................................................................................................................... 36
Appendix ............................................................................................................................................... 38
Questionnaire.................................................................................................................................... 38

5. Chapter 1
Introduction
India’s telecom boom has been well charted. Some 18 years after the mobile phone first appeared
on the Indian consumer stage, there are more than 900 million mobile phone users in a country of
1.2 billion—more people than have access to a toilet, according to a statistic often touted by
development agencies, and three times the entire population of the US. And the growth of the
sector in the last decade has been explosive—in 2002, the number was just 6.68 million. India’s
telecom sector is now the second largest in the world, and the fastest growing.
For India’s economy, mobile phones mean money: for every 10% of the population using basic
services (voice and SMS) in the country, national gross domestic product rises by 0.5%,
according to a department of telecommunications (DoT) report, and for Internet and other nonvoice communications (data), the same penetration adds 1%. It’s not surprising then that the
telecom tower sector has become an industry in its own right.
The major network providers in Trivandrum city is Idea, Airtel, Tata Docomo, Vodafone, BSNL
etc. This study aims to find out the market performance of Airtel from a retailers’ perspective.
Industry profile
The Indian telecommunication industry is the third largest telecommunication network in the
world and the second largest in terms of number of wireless connections. The Indian telecoms
industry is one of the fastest growing in the world and is projected that India will have 'billion
plus' mobile users by 2015. Projection by several leading global consultancies is that India’s
telecom network will overtake China’s in the next 10 years. India's mobile phone market is the
fastest growing in the world, with companies adding some 19.1 million new customers added in
December 2009. India has become one of the fastest growing mobile markets in the world. India
ranks second in mobile phone usage to China, with 506million users as of November 2009.
Telecommunication is the lifeline of the rapidly growing Information Technology industry. The
total subscriber base for internet users in India is 81 million as of 2009. The number of
broadband connections in India has seen a continuous growth since the beginning of 2006. At the
end of January 2010,total broadband connections in the country have reached 8.03 million.
Thriving telecommunication industry has opened up door for huge business opportunities by way

6. of telecommunications global projects, international projects, International Bids, ICBs, public
projects, online projects, government telecom projects and project news world wide.
Let's take a look at Trivandrum’s major telecom service providers in India in terms of revenue.
1. Bharti Airtel
Bharti Airtel retained its leading position among telecom service providers and posted a growth
of five per cent to end 2009-10 fiscal with revenues of Rs 38,800 crore (Rs 388 billion). The
company is structured into four strategic business units -- mobile, telemedia, enterprise and
digital TV. The company has with operations in 18 countries with a footprint covering 1.8 billion
people. Sunil Bharti Mittal is the chairman and managing director of the company. In March
2010, Bharti Airtel bought the African operations of Kuwait-based Zain Telecom for $10.7
billion.Recently, it has joined a consortium of global telecom operators to announce the launch
of the EASSy cable system -- the 10,000 km undersea cable connecting Africa to Europe.
2. BSNL
Bharat Sanchar Nigam Limited saw a drop in its revenue for the second consecutive year to post
Rs 30,240 crore (Rs 302.4 billion), a drop of 14 per cent, even though it retained the number two
position among telecom players. BSNL offers both fixed line and mobile services with
broadband connections. With over 71.68 million subscribers, BSNL currently is the largest
wireline service provider in India. The company has reported around 6 crore (600 million) 2G
connections and 9,73,378 3G connections since February 2010. All major towns and cities are
covered through BSNL network. Gopal Das is the new chairman and managing director of
BSNL.
3. Vodafone Essar
The Indian subsidiary of Vodafone Group, Vodafone Essar recorded 13.7 per cent growth to
emerge as the third largest player with revenue of Rs 23,200 crore (Rs 232 billion). The company
commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. It has operations across the country with over 106.34 million customers.
It is the world's leading international mobile communications group with approximately 347
million proportionate customers as on 30 June 2010 and has around 40 partner networks

7. worldwide. Vittorio Colao is Vodafone chief executive, and Marten Pieters is managing director
and CEO, Vodafone Essa
4. Reliance Communications
Reliance ADA Group's flagship company, Reliance Communications reported a negative growth
of 3.5 per cent with revenue of Rs 22,130 crore (Rs 221.3 billion). It is India's largest private
sector information and communications company, with over 100 million subscribers. It has
established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data
and video) digital network, to offer services spanning the entire infocomm value chain. Anil D
Ambani is the chairman of the company.
5. Idea Cellular
Idea Cellular is part of the Aditya Birla Group and has a revenue of Rs 11,390 crore (Rs 113.9
billion). It is a leading GSM mobile services operator in India with 67 million subscribers. Idea
offers both prepaid and post paid services. It is a pan-India operator with services being made
available in all parts of the country. Idea was the first cellular service provider to launch General
Packet Radio Service (GPRS) and Enhanced Data rates for GSM Evolution (EDGE) in the
country. Kumar Mangalam Birla is the chairman of the group.
6. Tata Communications
Tata Communications reported revenue of Rs 11,000 crore (Rs 110 billion). The company holds
leadership position in emerging markets. Tata Communications leverages its advanced solutions
capabilities and domain expertise across its global and pan-India network to deliver managed
solutions to multi-national enterprises, service providers and Indian consumers. The Tata Global
Network includes one of the most advanced and largest submarine cable networks, a Tier-1 IP
network, with connectivity to more than 200 countries across 400 PoPs, and nearly 1 million
square feet of data center and collocation space worldwide. Srinath Narasimhan is the managing
director and CEO of Tata Communications.
7. Tata Teleservices
Tata Teleservices spearheads the Tata Group's presence in the telecom sector. It has posted
revenue of Rs 6,900 crore (Rs 69 billion). Established in 1996, Tata Teleservices, one of the 96

8. companies of Tata Group, has its network in 20 circles. It is the first company to launch CDMA
mobile services in India. It launched mobile operations in January 2005 under the brand name
Tata Indicom. It enjoys a pan-India presence through existing operations in all of India's 22
telecom circles. Tata Teleservices operates under five different brands -- Tata Indicom (CDMA
services), Tata DOCOMO (GSM services), Virgin Mobile, Tata Walky (which is the brand for
fixed wireless phones), Tata Photon (the company's brand that provides a variety of options for
wireless mobile broadband access) and T24. Tata Teleservices Ltd, along with Tata Teleservices
(Maharashtra) Ltd, serves nearly 70 million customers in more than 450,000 towns and villages
across the country. Anil Sardana is the managing director of Tata Teleservices.
Introduction to company
Bharti Airtel Limited is a leading global telecommunications company with operations in 20
countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks
amongst the top 4 mobile service providers globally in terms of subscribers. In India, the
company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed
line services, high speed DSL broadband, IPTV, DTH, enterprise services including national &
international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G
wireless services and mobile commerce. Bharti Airtel had over 269 million customers across its
operations at the end of March 2013. It was established in 7th July 1995 as a public limited
company.
Brief introduction to the research methodology
A description of research plan for the present study is discussed as under.
A study on retailers’ perspective about market performance of Airtel in selected areas of
Trivandrum was done to know more about the Airtel brand from retailers perspective. The means
of collecting data is through secondary and primary data collection methods.
Objectives
The objectives of this study are:
1. To evaluate the market performance of Airtel in selected areas
2. To know about the factors contributing to customer preference for Airtel

9. 3. To know the factors contributing to retailer friendliness by Airtel
Research methodology
Primary data was collected from the retailers’ through personnel visit, questionnaire, interviews
and discussions etc. The variable used in the questionnaire includes brand, offers, customer
preference, market, messages, network quality and availability.
Research design
A research design is a master plan, which specifies various methods and procedure for collecting
and analyzing the needed information. Descriptive research design is followed.
Sample size: 25
Sampling method: Simple random sampling
Sampling unit: Retailers of Sreekaryam, Chavadimukh and CET campus area.
Nature of data: Primary & secondary data
Place of study: Sreekaryam, Chavadimukh and CET campus area.
Sources of data
•Primary data
The primary data was collected by means of a survey. Questionnaires were prepared and given to
retailers of selected area. The questionnaire contains 20 questions which covers various aspects
of marketing performance. The filled up information was later analyzed to obtain the
interpretations and the findings.
•Secondary data
The data was collected from websites, journals, company records and brochures.
Statistical analysis tools used
The various statistical tools used for the analysis and interpretation of the data is percentage
analysis.
Period of the study
The study was conducted over a period of one month from 11-03-2013 to11-04-2013.

10. Scope of Study
Market performance is important to retain market leadership. Idea and Airtel have frontal
competition in Kerala. The study was needed to know the current performance of Airtel in the
market. The factors contributing to Airtel popularity in the market, its relevance etc is analyzed.
The major competitors of Airtel in the selected market include Idea, Tata Docomo, Vodafone,
BSNL etc. the study also enabled us to give valuable suggestions for Airtel to retain market
leadership in the market
Limitation of study
1. The time frame given for the study is limited.
2. The study is based on selected areas hence results can’t be generalized.
3. Retailers were not willing to provide correct information on various aspects.

11. Chapter 2
Literature review
INTRODUCTION
The growth in demand for telecom services in India is not limited to basic telephone services.
India has witnessed rapid growth in cellular, radio paging; value added services, internet and
global communication by satel item (GMPCS) services. The agents of change, as observed from
international perspective, have been broadly categorized into economic structure, competition
policy and technology. Economic reforms and liberalization have driven telecom sector through
several transmission channels of which these three categories are of major significance.
The effective research cannot be accomplished without critically studying what already exists in
the form of general literature and specific studies. Therefore, it is considered as an important prerequisite for actual planning and execution of research project. This helps to formulate
hypotheses and framework for further investigation. In this research, the survey of literature has
been classified into two parts - studies related to telecom sector and studies related to marketing
strategies.
STUDIES RELATED TO GROWTH AND DEVELOPMENTS IN INDIAN TELECOM SECTOR
Muller (1990)1 in his a research focuses that the success of the mobile commerce can be
attributed to the personal nature of wireless devices. Adding to this are its unique features of
voice and data transmission and distinct features like localization, feasibility and convenience.
The sustained growth of the mobile commerce around the world has been more because of the
transfer of technology according to the needs of local geography.
National Telecom Policy (1999) projected a target 75 million telephone lines by the year 2005
and 175 million telephone lines by 2010 has been set. Indian telecom sector has already achieved
100 million lines. With over 100 million telephone connections and an annual turnover of Rs.
61,000 crores, our present teledensity is around 9.1%. The growth of Indian telecom network has
been over 30% consistently during last 5 years.
Videsh Sanchar Nigam Limited (VSNL) 16th Annual Report (2002) India like many other
countries has adopted a gradual approach to telecom sector reform through selective privatization
and managed competition in different segments of the telecom sector. India introduced private
competition in value-added services in 1992 followed by opening up of cellular and basic

12. services for local area to competition. Competition was also introduced in National Long
Distance (NLD) and International Long Distance (ILD) at the start of the current decade.
World Telecommunication Development Report (2002) explains that network expression in
India was accompanied by an increase in productivity of telecom staff measured in terms of ratio
of number of main lines in operation to total number of staff.
Economic Survey, Government of India (2002-2003) has mentioned two very important goals
of telecom sector as delivering low-cost telephony to the largest number of individuals and
delivering low cost high speed computer networking to the largest number of firms. The number
of phone lines per 100 persons of the population which is called teledensity, has improved
rapidly from 3.6 in March 2001 to 4.9 in December 2002.
Dutt and Sundram (2004) studied that in order to boost communication for business, new
modes of communication are now being introduced in various cities of the country. Cellular
Mobile Phones, Radio Paging, E-mail, Voice-mail, Video, Text and Video-Conferencing now
operational in many cities, are a boon to business and industry. Value- added hi-tech services,
access to Internet and Introduction of Integrated Service Digital Network are being introduced in
various places in the country.
A study by Jeanette Carless on and Salvador Arias (2004)10 wireless substitution is
producing significant traffic migration from wire line to wireless and helping to fuel fierce price
competition, resulting in margin squeezes for both wire line voice tariffs in organization for
Economic Co-operation and Development Countries have fallen by an average of three percent
per year between 1999 and 2003.
T.V. Ramachandran (2005) analysed performance of Indian Telecom Industry which is based
on volumes rather than margins. The Indian consumer is extremely price sensitive. Various
socio-demographic factors- high GDP growth, rising income levels, booming knowledge sector
and growing urbanization have contributed towards tremendous growth of this sector. The
instrument that will tie these things together and deliver the mobile revolution to the masses will
be 3 Generation (3G) services.
Rajan Bharti Mittal (2005) 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‟s 12th biggest market with a

13. large pie of $ 6.4 billion. The telecom revolution is propelling the growth of India as an
economic powerhouse while bridging the developed and the developing economics.
Aisha Khan and Ruche Chaturvedi (2005) explain that as the competition in telecom area
intensified, service providers took new initiatives to customers. Prominent among them were
celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time
schemes. The most important consumer segments in the cellular market were the youth segment
and business class segment. The youth segment at the inaugural session of cellular summit, 2005,
the Union Minister for Communications and Information Technology, Dayanidhi Maran had
proudly stated that Indian telecom had reached the landmark of 100 million telecom subscribers
of which 50% were mobile phone users. Whereas in African countries like Togo and Cape Verde
have a coverage of 90% while India manages a merely mobile coverage of 20%.
Marine and Blanchard (2005) identifies the reasons for the unexpected boom in mobile
networks. According to them, cell phones, based on Global System for Mobile Communication
(GSM) standard require less investment as compared to fixed lines. Besides this, a wireless
infrastructure has more mobility, sharing of usage, rapid profitability. Besides this, usage of
prepaid cards is the extent of 90% simplifies management of customer base. Moreover, it is
suitable to people’s way of life-rural, urban, and sub-urban subscribers.
Illustrating the lead achieved by Gujarat. According to Business and Economy (2005) the
catalyst for Indian mobile operators in the future will undoubtedly be increased marketing and
advertisement expenditure, along with better deals for mobile phone users like the previously
mentioned full talk time Rs. 10 recharge card, will go a long way in not only retaining customers
but also acquiring the vast market of lowered customers who are extremely sticky about value
for money and have extremely low loyalties and almost non-existent switching costs.
According to Oliver Stehmann (2005) the telecommunications 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 natural monopoly argument
neglects dynamic aspects, which are crucial in the telecommunications sector.
According Economic Times (2005) Indian mobile phone market is set to surge ahead since
urban India has a teledensity of 30 whereas rural India has a teledensity of 1.74. It indicates that
the market is on ascent, with more than 85000 villages yet is come under teleconnectivity.

14. Virat Bahri (2006) explains the viewpoint of Sam Pitroda the Chairman of Worldtel that
identifies opportunities for investments in telecommunications. He analyses that there is an
increasing role for telecom in e-governance in India. According to him, technology can be
leveraged to take India‟s development to next level.
According to Snyder (2006) Communications is a process that allows information to pass
between a sender and one or more receivers and. the transfer of meaningful information or ideas
from one location to a second location. Communications is a human process; humans
communicate by sending information between themselves. Whereas, 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
telecommunications. The problems with these communications forms include reliability, speed
of transmission, and comprehension purposes.
STUDIES RELATING TO COMPETITION IN INDIAN TELECOM SERVICE SECTOR
Melody (1990) points out various concerns for the telecom sector covering competition as
important one. Competition is considered more important factor than ownership in introducing
efficiency. Further the order in which structural adjustments take place determine the
effectiveness.
Shyamal Ghosh (2003) mentions that the most significant development since 1999 has been the
progressive reduction in tariffs which has been facilitated by competition through multi operator
environment. The most dramatic reduction in tariff has been from very high Rs. 16 per minute to
Rs. 2 per minute.
Kushan Mitra (2005) analyses various factors contributing to competition to Indian Telecom
Industry. Besides lowering of prices, increased efficiency, greater innovation, highly tech
industry better quality services are some of the reasons which are boosting competition amongst
various telecom service providers.
Michael Meltzer (2005) explain that in electronic age, the need to manage customer
relationships for profit is a marketing dilemma that many telecommunication companies face.
OECD (2007) by increasing competition uptake can be mainly realized by then following
incentives ; (1) bundling of services, such as offering telephone line plus broadband access to
internet ADSL at significantly reduced price, introducing triple play services on the subscriber

15. line and promoting digital T.V. as a revenue source for the fixed line operator. These would
however depend on the distance of the subscriber line from the local exchange and the quality of
the copper line. Reducing cost for the second line would also be effective. This would lead to
reduce prices for the consumer and reduce churn. (2) Increasing competition between broadband
service providers. (3) Reducing the monthly rates of increased speed internet access using
ADSL. (4) increasing awareness of the benefits of ADSL to the society.(5) increasing the local
content on the internet so to attract more users in attempt to find killer application that would
attract user to indispensable ADSL experience.(6) adopting convergence between wireless or
mobile and fixed services.
STUDIES RELATED TO CRM IN SERVICES SECTOR
(Bickert, 1992) Another narrow, yet relevant, viewpoint is to consider CRM only as customer
retention in which a variety of after marketing tactics is used for customer bonding or staying in
touch after the sale is made.
(Peppers and Rogers, 1993) Thus, Shani and Chalasani (1992) define relationship marketing
as ―an integrated effort to identify, maintain, and build up a network with individual consumers
and to continuously strengthen the network for the mutual benefit of both sides, through
interactive, individualized and value-added contacts over a long period of time”.
Berry (1995) in somewhat broader terms, also has a strategic viewpoint about CRM. He stresses
that attracting new customers should be viewed only as an intermediate step in the marketing
process. Developing closer relationship with these customers and turning them into loyal ones
are equally important aspects of marketing. Thus, he proposed relationship marketing as
―attracting, maintaining, and – in multi-service organizations – enhancing customer
relationships‖. Berry‟s notion of customer relationship management –resembles that of other
scholars studying services marketing. The core theme of all CRM and relationship marketing
perspectives is its focus on cooperative and collaborative relationship between the firm and its
customers, and/or other marketing actors.
Another important facet of CRM is ―Customer selectivity‖. As several research studies have
shown not all customers are equally profitable for an individual company (Storbacka, 2000).
The company therefore must be selective in tailors its program and marketing efforts by
segmenting and selecting appropriate customers for individual marketing programs. In some

16. cases, it could even lead to ―outsourcing of some customers‖ so that a company better utilize its
resources on those customers it can serve better and create mutual value. However, the objective
of a company is not to really prune its customer base but to identify appropriate programs and
methods that would be profitable and create value for the firm and the customer.
STUDY RELATED TO MARKETING STRATEGY
Strategy is the fundamental pattern of present and planned objectives, resources, developments
and intractions of an organizations with markets, competitors and other environmental
factors.(Mullins,Walker,Beyd &Larreche, 2002 ) for this reason , a good strategy should
always specify;
1. What is to be accomplished
2. Where – the product, market, or industries that are to be focused.
3. How – resources and activities that will be allocated to each market/ product to gain
sustainable competitive advantage.
Marketing is a process for analyzing, planning and managing the organization‟s resources while
identifying and serving current and potential client group and their needs profitability.
Reason for developing marketing strategy Dirks & Danniel(1991) mention that company
managers choose to introduced and / or reemphasize marketing strategy for a number of reasons,
which may range from personal interests to corporate policies. However the reason usually
centers around an opportunities or an identified problem that the company management needs to
explore. For example :
1. Introducing new products or services
2. Expanding into new markets.
3. Differentiating products or services.
4. Revitalizing products, services or markets.
5. Deleting or „demarketing‟ product or service
6. Responding to a drop in sales or profits.
7. Evaluating financial or legal risks of opportunities.

17. 8. Enhancing company image, brand or reputation.
According Armstrong, kotler, Cunningham & Mitchell(2004) strategic marketing planning
are documents that outline in detail the marketing strategies which will help a company, product
or brand accomplish its overall business objectives.
Author such as stanton,etzel & walker (1991;13), McCartly & Perrearelt (1993;46) and
Kotler & armstrong (1997;52) agree that the traditional marketing mix has been defined as a
set of controllable instruments to manage the uncontrollable and dynamic marketing
environment and consist of four major element price, product, promotion or marketing
communication and place.

18. Chapter 3
Data collection and analysis
Primary data was collected from retailers through survey. Retailers answered all 20 questions in
the survey which formed the basis for interpretation of the study. Additional information
received from field service executive and retailers also contributed for the analysis of study.
Gender wise classification of retailers
gender wise classification
male
female
18
7
Gender wise classification
female
28%
male
72%
Interpretation
It was found from the survey that 72% of the retailers were males and 28% were females
Experience wise classification
0-5 years
5-10 years
>10 years
3
10
12

19. Experience wise classification
0-5 years
12%
>10 years
48%
5-10 years
40%
Interpretation
It was found that 48% of the retailers’ have more than 20 years of experience in retailing.
Consumer preference on network
Airtel
Idea
Vodafone
Docomo
Others
10
9
3
2
1
Others
4%
Consumer preference
Docomo
8%
Vodafone
12%
Airtel
40%
Idea
36%

20. Interpretation
It was found that 40% of the consumers prefer Airtel brand.
Demand for product
Call offers
Sms offer
Data Pack
Others
18
5
1
1
Others
4%
Demand for products
Data Pack
4%
Sms
offer
20%
Call offers
72%
Interpretation
It was found that 72%of consumers demanded call offers, followed by sms offers.
Sims sold per month
0-10
20-10
20-30
>30
7
6
2
0

21. sims sold per month
>30
0%
20-30
13%
0-10
47%
20-10
40%
Interpretation
47% of the retailers agreed that the number of sims sold per month was between 0 and 10.
Data card sold per month
0-10
20-10
20-30
>30
20
4
1
0
Data card sold per month
20-30
4%
>30
0%
20-10
16%
0-10
80%

22. Interpretation
80% of the retailers’ agreed that the number of data card sold per month was between 0 and 10.
Customers’ opinion about Airtel offers
Excellent
Good
Neutral
Bad
Worse
10
14
1
0
0
Customers opinion about Airtel
package
Neutral Bad Worse
4% 0% 0%
Excellent
40%
Good
56%
Interpretation
56% of the retailers agreed that customers have good opinion about Airtel product offers.
Commission received from Airtel for distribution
<2%
2-3%
3-4%
>4%
2
20
3
1

23. Commission received from Airtel
3-4%
11%
>4%
4%
<2%
8%
2-3%
77%
Interpretation
77% of the retailers agreed that they got a commission of 2-3% from Airtel for product sales.
Amount of sales for Airtel per month
<5k
5-10K
10-20K
>20K
4
17
2
2
Amount of sales per month
>20K
10-20K 8%
8%
<5k
16%
5-10K
68%

24. Interpretation
68% of retailers agreed that they get a sales of 5000-10000 every month.
Rating of Airtel network
5star
4star
3star
2star
1star
8
12
4
1
0
Rating
2star
4%
3star
16%
1star
0%
5star
32%
4star
48%
Interpretation
48% of the retailers’ gave Airtel 4 star rating in the survey for the network availability
Factors consumers consider while purchasing Airtel products
brand
peer influence
price
network availability
quality
others
20
30
10
30
8
2

25. Factors consumers consider for
purchase
quality
8%
others
2%
brand
20%
network
availability
30%
peer
influence
30%
price
10%
Interpretation
30% of the retailers’ are of the opinion that peer influence and network availability plays a major
role for making Airtel the most preferred brand.
Quality of Data provided by Airtel
5star
4star
3star
2star
1star
8
10
6
1
0

26. 1star
0%
data quality provided
2star
4%
5star
32%
3star
24%
4star
40%
Interpretation
40% of the retailers’ rated 4 stars for Airtel’s data quality.
Duration of stock out of Airtel products
<1week
1-2weeks
2-3weeks
>3weeks
21
4
0
0
duration of stock out
1-2weeks
16%
2-3weeks
0%
>3weeks
0%
<1week
84%
Interpretation

27. 84% of the retailers agreed that the stock out duration of Airtel products is less than a week.
Network provider most beneficial to retailers’
Airtel
Idea
Vodafone
Docomo
Others
11
10
2
1
1
Telecom provider most beneficial to
retailers
Docomo
Vodafone 4%
8%
Others
4%
Airtel
44%
Idea
40%
Interpretation
44% of the retailers’ agreed that Airtel is the telecom provider which is most beneficial to them.
Retailers’ satisfaction over Airtel
Strongly agree
agree
neutral
disagree
strongly disagree
9
12
4
0
0

28. Retailers' satisfaction with Airtel
disagree
0%
strongly
disagree
0%
neutral
16%
Strongly
agree
36%
agree
48%
Interpretation
48% of the retailers agreed that they are fully satisfied with Airtel.
Duration of sales boost due to promotional activities
1week
2week
3week
>3week
8
12
3
2
Duration of sales boost
>3week
8%
3week
12%
1week
32%
2week
48%

29. Interpretation
48% of the retailers’ agreed that duration sales boost after a promotional activity by Airtel is up
to 2 weeks.
Network problem associated with Airtel
Strongly agree
agree
neutral
disagree
strongly disagree
Strongly
agree agree
0%
0%
0
0
4
12
9
Network problem
strongly
disagree
36%
neutral
16%
disagree
48%
Interpretation
48% of the retailers disagreed that Airtel had network problems.
Increase in sales during season
Strongly agree
agree
neutral
disagree
strongly disagree
8
14
2
1
0

30. Increase in sales during seasons
neutral
8%
disagree
4%
strongly
disagree
0%
Strongly
agree
32%
agree
56%
Interpretation
56% of the retailers agreed that there was an increase in sales
Type of consumer
school/college
employed
senior citizens
8
12
5
Type of consumers
senior citizens
20%
employed
48%
school/college
32%

31. Interpretation
48% of the retailers agreed that their major customers were employed followed by school/
college going students.
Gender of consumers
male
female
15
10
Gender of consumers
female
40%
male
60%
Interpretation
Retailers agreed that 60% of the consumers were males.
Threat to retailers’
Strongly agree
agree
neutral
disagree
strongly disagree
5
6
9
3
2

32. strongly
disagree
8%
Threat for retailers
Strongly agree
20%
disagree
12%
neutral
36%
agree
24%
Interpretation
36% of the retailers were neutral to the statement that new entrants of retailers were threat to
them, while 24% agreed for the same.

33. Chapter 4
Findings and suggestions
Findings
The major findings of the study are the following.
1. It was found from the survey that 72% of the retailers were males and 28% were females
2. It was found that 48% of the retailers’ have more than 20 years of experience in retailing.
3. It was found that 40% of the consumers prefer Airtel brand.
4. It was found that 72%of consumers demanded call offers, followed by sms offers.
5. 47% of the retailers agreed that the number of sims sold per month was between 0 and
10.
6. 80% of the retailers’ agreed that the number of data card sold per month was between 0
and 10.
7. 56% of the retailers agreed that customers have good opinion about Airtel product offers.
8. 77% of the retailers agreed that they got a commission of 2-3% from Airtel for product
sales.
9. 68% of retailers agreed that they get a sale of 5000-10000 every month.
10. 48% of the retailers’ gave Airtel 4 star rating in the survey for the network availability
11. 30% of the retailers’ are of the opinion that peer influence and network availability plays
a major role for making Airtel the most preferred brand.
12. 40% of the retailers’ rated 4 stars for Airtel’s data quality.
13. 84% of the retailers agreed that the stock out duration of Airtel products is less than a
week.
14. 44% of the retailers’ agreed that Airtel is the telecom provider which is most beneficial to
them.
15. 48% of the retailers agreed that they are fully satisfied with Airtel.
16. 48% of the retailers’ agreed that duration sales boost after a promotional activity by
Airtel is up to 2 weeks.
17. 48% of the retailers disagreed that Airtel had network problems.
18. 56% of the retailers agreed that there was an increase in sales

34. 19. 48% of the retailers agreed that their major customers were employed followed by
school/ college going students.
20. Retailers agreed that 60% of the consumers were males.
21. 36% of the retailers were neutral to the statement that new entrants of retailers were
threat to them, while 24% agreed for the same.
Suggestions
1. One of the factors for a successful network is that it’s service are ubiquitous. Increase the
presence in the market.
2. It was found that consumers get dissatisfied when there if stock out of offer cards.
Company need to take care of this by increasing the visit to field service executives to the
shops.
3. Use of data card has not yet been fully utilized, if customers are given an option to free
access of packet data a day, they will know its worth and will use the same more often.
4. The DTH service of Airtel has not penetrated the selected region in Trivandrum, so there
is a lot of opportunity for the potential market. Company need to focus on this
opportunity.
5. CET campus area is a place where customer acquisition is easier. Company need to
provide special packages for students and boos its sales.
6. Demand for sms offers decreased among students due to proliferation of ―Whats app‖, a
smartfone application which is used to send messages, videos and photos. However data
packages are needed for the same. So company needs to make data cards available in the
CET campus area
7. Commission given by company to different retailers are based on the amount of sales,
this need to conveyed to retailers as it can be a motivating factor for boosting the sales.
8. Stock out occurs during seasons and events hence company need to ensure that surplus
amount of stock is given during the same.

35. Chapter 5
Conclusion
From the study it was found that Airtel and Idea have head to head competition in the market,
followed by Vodafone, Tata Docomo and BSNL. Airtel is both retailer and consumer friendly.
Consumer prefers Airtel because of its brand value, peer influence, service offers, promotional
activities etc. out of the 3 regions CET campus area and Sreekaryam junction has more amounts
of sales. It is found that stock out happens in these areas hence field sales executive need to visit
these areas more often. Moreover these areas have more possibilities for customer acquisition
and hence promotional activities, product launch offers needs to be done here more often. Since
Government has revoked promotional activities done to retailer by the company, retailer purely
depends on the commission provided by the company. Hence company has to explore new
possibilities to acquire new customers. In an overall view Airtel is the most preferable brand in
the selected regions of Trivandrum city.

36. Bibliography
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37. 
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
http://www.airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/Investor+Relations/
Company+Profile/PG_Company_Profile?countrytabs=1

38. Appendix
Questionnaire
Title: A study on retailers’ perspective about market performance of Airtel in selected
areas of Trivandrum City.
Gender
Male
Female
Experience in retailing:
0-5 years
5-10 years
>10 years
1) Which of the following Network has more consumers?
Airtel Idea
Vodafone
Tata Docomo
Bsnl
Other
2) Which of the following has more Demand?
Call offer
sms offer
data pack
other
3) Number of sims sold per month
0-10
10-20
20-30
>30
4) Number of data cards sold per month
0-10
10-20
20-30
>30
5) Customers opinion about Airtel offers
Excellent
Good
Neutral
Bad
Worse
6) Commission received from Airtel for product distribution
<2%
2-3%
3-4%
>4%
7) Amount of sales for Airtel per month
<5000
5000-10000
10000-20000
8) Airtel is a good network provider
>20000

39. Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
9) Rating of Airtel network
1star
2star
3star
4star
5star
10) Factors consumers consider for purchase of Airtel
Brand
Offers
Network availability
Peer influence Price
11) Quality of data provided Airtel
Excellent
Good
Neutral
Bad
Worse
12) Duration of stock out of Airtel products
<week
1-2weeks
2-3weeks
>3 weeks
13) Telecom provider which is most beneficial for retailers
Airtel
Idea
Vodafone
Tata Docomo Other
14) As a retailer I am satisfied with Airtel
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
15) Duration of sales boost due to promotional activities
>1 week
2 weeks
3weeks
>3 weeks
16) Airtel has network problem
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
17) There is an increase in sales during seasons and events
Strongly agree
Agree
Neutral
18) Type of consumer
School/ college
employed
Senior citizens
Disagree
Strongly Disagree

40. 19) Gender of consumers
Male
Female
20) There is threat to existing retailers due to potential entrants
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree