1. DISSERTATION
REPORT
ON
MARKETING STRATEGY OF AIRTEL
Submitted in partial fulfillment
of the requirement of the degree of
Masters of International Business
H.N.B. Garhwal University, Srinagar, Garhwal
UNDER THE GUIDENCE OF
Submitted to: Submitted By:
Ms Swati Bisht SATYAM KUMAR JAISWAL
BBA Vth SEM
8571049
NATIONAL P.G. COLLEGE
2008-2011

2. ACKNOWLEGEMENT
I would like to take this opportunity to express my gratitude towards all those people who have
helped me in the completion of this project and without whose support I would have not been able
to complete the project successfully.
I would also like to express my sincere gratitude towards my teacher Ms Swati Bisht, for
providing guidance and helping me in every step to complete this project. I also thank my parents
for their direct and indirect support during the entire course of this project.

3. CERTIFICATE
I have the pleasure in certifying that SATYAM KUMAR JAISWAL Is a bonafide student of BBA
V Semester of National P.G. College, Lucknow under Roll No 8571049.
He has completed his project work entitled AIRTEL under my supervision.
I certify that this is his original effort & has not been copied from any other source. This
project has also not been submitted in any other University for the purpose of award of any
degree.
This project fulfills the requirements of the curriculum prescribed by University Of Lucknow,
for the said course.
Signature:
Name of the Guide:
Date

4. DECLARTION
I, SATYAM KUMAR JAISWAL hereby to declare that this project
is the record of authentic work carried out by me during my academic
session year 2008-2010 and has not been submitted to any other
university or institute towards the award of any degree.

5. Table of Contents
1.1.1. Bharti Airtel....................................................................................................21
1.1.1. Bharti Airtel......................................................................................21
1.1.2. The Brand......................................................................................................23
1.1.2. The Brand........................................................................................23
1.1.3. Airtel’s Vision & promise...................................................................................24
1.1.3. Airtel’s Vision & promise....................................................................24
Business Divisions.............................................................................25
Airtel Advantages.............................................................................27
2005....................................................................................................45
Sells 10% stake to Vodafone............................................................45
Inks insurance J-V with Axa...........................................................45
2006....................................................................................................45
Signs pact with Wal-Mart to explore retail opportunities in India45
2007....................................................................................................45
SUBSCRIBERS IN AIRTEL...........................................................46
a) The Airtel Colour Palette .........................................................................49
Research Methodology.....................................................................50
Limitations........................................................................................66
BIBLOGRAPHY..............................................................................69
www.airtel.com.................................................................................69
www.google.com................................................................................69
Business India...................................................................................69
Economic times.................................................................................69

6. 70
Executive Summary
The project undertaken by me at Bharti Airtel Limited as part of Summer
Internship Program provided me an opportunity to understand the operations
and to gain an insight into the various strategies employed to cater this
segment of the industry.
Working from the office in Dehradun from 18th June 2007 to 18th August
2007, I have learnt about the various aspects of Telecom sector. This project
was a practical experience as I learned how to deal with the channels of
distribution.
As a part of the project the following activities were done during the eight
week summer internship project at Bharti Airtel Limited:

7. • Worked with marketing team headed by Mr.GiteshTaneja (Zonal
Manager Marketing), Dealers, Distributors, Retailers, Field Sales
Executive (F.S.E) and F.C.E. etc.
• Covered few regions in Dehradun(rural) like [rajpur, kandoli, raipur,
nehrugram, doiwala, mahuwala, banjarawala, mothrawala,
mohabewala, banyawala, premnagar, tahakurwala, manduwala and
many other rural areas .]
The following steps followed to conduct this research:
• Primary data is collected by using the survey research. In the survey
research personal contacts are made with retailers and the required
information is collected by directive or structured interview.
• Interviewed the targeted respondents in the predecided field area
Dehra-Dun (Urban).
• Then the data was processed to give it a logical form.

8. • On the basis of this information, conclusion was made and
recommendation was given.
This provided me an ample amount of learning and an opportunity to
communicate with the professionals across the segment.
The project has been a great experience for me as an individual and
provided me an opportunity to work in team on a practical project;
thereby it acted as a platform for me to gather first hand experience for
exploring the corridors of the corporate world.

9. Executive summary of Indian Telecom Market
• Lowered call tariffs are a major industry growth driver
• Wireless Subscriber growth will continue around 10m users/year
• India is primarily a low priced handset market (100-150 Euros)
• Prepaid will continue to dominate in both GSM and CDMA Segments.
• Operators are experiencing low ARPU because of lowered call Tariffs, thus
they are focusing upon content aspect
• Games and content should to be developed keeping local trends and tastes in
mind
• GPRS and MMS are here, but fail to gain subscribers as Compatible
handsets are expensive
• SMS based applications; services are most successful so far
• Internet penetration is low but the industry is growing at a rapid Pace
• Broadband & Wi-Fi are here, but too expensive for general Public
• Dial-in is the most preferred mode for internet access

10. Telecom service-A profile
The telecom services have been recognized the world-over as an
important tool for socio-economic development for a nation and
hence telecom infrastructure is treated as a crucial factor to
realize the socio-economic objectives in India. The department is
also responsible for grant of licenses for various telecom services
like Unified Access Service ,Internet and VSAT service.

11. The power of Wireless
The rapid strides made by the telecom sector in India continue to amaze us.
It gives us a great joy to see a young boy in Kashmir strike a spontaneous
Conversation with someone in Kerala. To see fisherman bargain for the best
Price on their catch while they are still on the water, or a farmer in Punjab
Accessing commodity rates in various mandis at the push of a button, is
Equally inspiring.
India has very quickly transformed from an era of snail mail, scarcity in
Phones and occasional long distance phone calls to an era of having
The sixth-largest telecom network in the world. A world without borders and
boundaries—a world restricted only by your Imagination—this is the world
of wireless technology.

12. Market Share
4.62% 2.27% 2.59% 2.52%
3.27%
0.05% 0.10% 21.54%
20.47%
9.76%
18.98%
14.83%
Mtnl Spice Tata Hfcl Bharti Bsnl
Hutch Idea Reliance Shyam Aircel Bpl

13. BHARTI CELLULAR LIMITED
An Introduction:
Airtel comes to you from Bharti Cellular Limited – a part of the biggest
private integrated telecom conglomerate, Bharti Enterprises. Bharti
Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in
1967, Bharti has been a pioneering force in the telecom sector with many
firsts and innovations to its credit. Bharti has many joint venture with world
leaders like singtel (Singapore telecom); Warburg pincus , USA; Telia ,
Sweden; Asian infrastructure find, Mauritus ; International Finance

14. corporation, USA and New York Life International, USA. It provides a range
of telecom services , which include cellular , basic,internet and recently
introduced national long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones.
Apart from being the largest manufacturer of telephone instruments in India ,
it is also the first company to export its products to the USA. Bharti is the
leading cellular service provider, with an all India footprint covering all
23telecom circles of country.
Bharti has been a pioneering force in the telecom sector with many first
and innovations to its credit, ranging from being the first mobile service in
Delhi, first private basic telephone service in the country, first Indian
company to provide comprehensive telecom services outside India in
Seychelles and first private sector service provider to launch National &
International Long Distance services in India.
Bharti Enterprises has successfully focused its strategy on telecom while
straddling diverse of business. From the creation of “ AIRTEL”, one of the
India’s finest brands, to becoming the largest manufacturer and exporter of

15. world class telecom terminals under its ‘Betel’ brand , Bharti has created a
significant position for itself in the global telecommunications sector. Bharti
Tele- ventures is today acknowledged as one of India’s finest companies , and
its flagship brand “AIRTEL”, has over 13.2 million customers across the
length and breadth of India.
Bharti tele – ventures limited , a part of Bharti Enterprises is India’s
leading provider of telecommunications services. The businesses at Bharti
tele-venture have been structured into two main strategic business groups- the
Mobility Leaders business group and the Infotel Leaders business group.
The Mobility Leaders business group provides GSM mobile services across
India in twenty-three telecom circles, while the Infotel Leaders business
group provides broadband & telephone services, long distance services and
enterprise services. All these services are provided under the “AIRTEL”
brand.

16. AIRTEL VISION AND MISSION
“To be globally admired for telecom services that delight customers.”
We will meet global standards for telecom services that delight
customers through:
 Customer service focus
 Empowered employees
 Innovative services
 Cost efficiency

17. Delhi is where it all began. An acid test , which gave the motivation
and inspiration to give service , that compares with the very best in
the world. This is what has made Airtel one of the top 5 operators
in the world in terms of population covered . The growth, to put it
modestly , has been phenomenal in terms of subscribers, coverage
and the milestone.

18. BASIC & CELLULAR SERVICES OF AIRTEL

19. THE MILESTONE OF AIRTEL
 First and only service to be adjusted the best mobile service
In the country.
 Consecutively for four years 1997,1998,1999,and 2000 by
Communications world and awarded the Techies Awards.
 First to launch intelligent Network services.
 First to launch pre-paid roaming service.
 First to launch full roaming services on pre-paid.
 First to launch 32kK sim cards.

20.  First to launch local direct dialing facility.
 First to reach the 1 million – customer mark in a single circle.
 First to successfully conduct EDGE trials.
 First to launch a dual band network on the country.
 First to deploy voice quality enhancers to improve voice quality
and acoustics
 Bharti Cellular Limited is also the first telecom company in the
World to receive the ISO 9001:2000 certification from British
Standards institute

21. 1.1.1. Bharti Airtel
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
Bharti Group has a diverse business portfolio and has created global brands in
the telecommunication sector. Bharti has recently forayed into retail business
as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry
business. It has successfully launched an international venture with EL
Rothschild Group to export fresh agri products exclusively to markets in
Europe and USA and has launched Bharti AXA Life Insurance Company Ltd
under a joint venture with AXA, world leader in financial protection and
wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and
the first private telecom services provider with a footprint in all the 23
telecom circles. Bharti Airtel since its inception has been at the forefront of
technology and has steered the course of the telecom sector in the country
with its world class products and services. The businesses at Bharti Airtel

22. have been structured into three individual strategic business units (SBU’s) -
mobile services, broadband & telephone services (B&T) & enterprise
services. The mobile business provides mobile & fixed wireless services using
GSM technology across 23 telecom circles while the B&T business offers
broadband & telephone services in 94 cities. The Enterprise services provide
end-to-end telecom solutions to corporate customers and national &
international long distance services to carriers. All these services are provided
under the Airtel brand.

23. 1.1.2. The Brand
Airtel was born free, a force unleashed into the market with a relentless and
unwavering determination to succeed. A spirit charged with energy, creativity
and a team driven “to seize the day” with an ambition to become the most
globally admired telecom service. Airtel, after just ten years, has risen to the
pinnacle of achievement.
As India's leading telecommunications company Airtel brand has played the
role as a major catalyst in India's reforms, contributing to its economic
resurgence.
Today we touch people’s lives with our Mobile services, Broadband services,
to connecting India's leading 1000+ corporates. We also connect Indians
living in USA with our callhome service.

24. 1.1.3. Airtel’s Vision & promise
By 2010 Airtel will be the most admired brand in India:
• Loved by more customers
• Targeted by top talent
• Benchmarked by more businesses
“We at Airtel always think in fresh and innovative ways about the needs of
our customers and how we want them to feel. We deliver what we promise
and go out of our way to delight the customer with a little bit more”

25. Business Divisions
Bharti Airtel offers GSM mobile
services in all the 23-telecom circles of India and is the largest mobile
service provider in the country, based on the number of customers.
The group focuses on delivering
telecommunications services as an integrated offering including
mobile, broadband & telephone, national and international long
distance and data connectivity services to corporate, small and
medium scale enterprises.

26. The group offers high speed broadband
internet with a best in class network. With Landline services in 94
cities we help you stay in touch with your friends & family and the
world.
The Company compliments its mobile
and broadband & telephone services with national and international

27. long distance services. It has over 35,016 route kilometers of optic
fibre on its national long distance network. For international
connectivity to east, it has a submarine cable landing station at. For
international connectivity to the west, the Company is a member of
the South East Asia-Middle East-Western Europe – 4 (SEA-ME-
WE-4) consortiums along with 15 other global telecom operators.
Airtel Advantages
Here are some of the many advantages that New Airtel Prepaid brings you.
Total Cost Control
You can control your Airtel Prepaid like never before. No more rentals or deposits –
simply recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-.
Pre activated STD/ISD without deposits or rentals
You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more
paying deposits or having a minimum balance in your account to make an
STD/ISD call. Hassle-free calls are here to stay!

28. Strong Network Coverage
Enjoy complete clarity when calling with Airtel’s world-class technology and
unbreakable network coverage that spans over 23 circles across the country.
Instant Balance and Validity Enquiry
Your account balance is updated on the screen of your handset at the end of
each chargeable call. You can also call 123 from your mobile phone and listen
to the voice announcement or simply dial *123#, press 'OK' or 'YES' button
and your account balance will be displayed on the screen of your handset.
Recharge your Airtel Prepaid
Recharging is Easy. The calling value on your card keeps reducing as you
make calls or use any other chargeable service. Choose the Airtel Prepaid
Recharge Coupon that’s right for you, from a variety of tailor– made recharge
coupons with different denominations, which are available at a number of

29. outlets across your city. Simply follow the procedure mentioned below, to
recharge your phone.
More Recharge options:
Flexible recharge voucher
This unique recharge voucher gives you the option to choose between validity
or talktime, as per your need.
Easy Recharge
Recharge your Airtel Prepaid Card electronically with value that suits your
needs, starting from Rs. 10 till Rs. 10,000. You can also recharge your Airtel
Prepaid while roaming anywhere in the country.

30. 24-hour Recharge via ATM
Recharge your Airtel Prepaid round-the-clock at your nearest ATM. Just walk
up to your nearest ATM, insert the ATM card and enter your ATM PIN
number. Select 'Mobile Recharge / Bill Pay' from the main menu and follow
the prompts to recharge your prepaid. This recharge option is available with
all leading banks.
SMS Recharge
You may also register your mobile number at any of the member bank's ATM
to avail the SMS recharge facility. Upon registration you will receive a
registration PIN number. To recharge your prepaid, type, RC <Recharge
Amount> <Registration PIN> and SMS it to the 3 digit SMS code of your
bank. All future transaction will require this PIN.
The code to which this SMS needs to be sent for various banks is as follows:
Bank of Punjab: 550, Centurion Bank: 565, Citibank: 530, Corporation Bank:

31. 545, DCB: 585, HDFC Bank: 540, ICICI Bank: 575, IDBI Bank: 520, ING
Vysya Bank: 552, SBI: 535, UTI Bank: 525.
Internet Recharge
You may log on to the Internet banking website of your bank and select the
prepaid recharge option to recharge your Airtel prepaid. Many leading banks
provide Internet based recharging.

32. Validity Extension service
Trade your talk time to extend the validity of your prepaid. Dial *141*001#
and then, press the call button. Your validity would be extended by 1 day for a
charge of Rs.15. You can similarly extend your validity for 5, 10, 15 or 30
days.
Transfer Talk time
Transfer talk time to another prepaid, just dial *143* number# and then press
the calling button. You can transfer Rs.50 per request for which Rs.55 would
be deducted from your balance.
For details call 121.
Prepaid Roaming
Airtel Prepaid comes pre-activated with 'National Roaming', so you stay
connected no matter wherever you are. You can also send or receive MMS,
check your email and access other GPRS services while roaming in India as

33. you would in your own city. While traveling abroad you can receive calls &
send or receive SMS.
More with Airtel Prepaid
Airtel brings you, a wide range of Services that will change the way you
communicate. Try them and discover a whole new world of fun and
excitement.
Call management Services
Call waiting, call hold, call divert and Caller Line Identification Presentation –
all with your Airtel prepaid connection.
Voice Mail
When your handset is switched off, or you’re too busy to answer the phone,
Airtel Voicemail will answer your calls and record a message. The best part is
that there's no extra monthly cost for setting up Voicemail - you just pay for
the phone call when you use the service.

34. SMS (Short Messaging Service)
Send messages quickly and easily using text, if it's too noisy to talk or you
don't have much time. It's the way to share those interesting one-liners,
important reminders and rib-tickling jokes, with anyone, anytime, anywhere in
the world.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Airtel
mobile phone with Subscription Services. SMS <SUB NEWS> to 3333 for
News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO>
for Sports Alerts & <SUB VAASTU> for Vaastu tips.
MMS (Multi-media Messaging Service):
Jazz up your messages with pictures, images and video clippings, with MMS
from Airtel! To activate MMS on your phone, SMS 'MMS' to 646 and save
service settings.

35. Airtel Live!
Make your mobile the most happening entertainment destination with Airtel
Live! Airtel brings you the latest in entertainment and information services,
right on your phone!
Airtel Live! WAP Services: Download the latest ring tones, games, wallpapers,
videos and much more. You can also get news clips, watch live TV and
download full songs on you phone. To get Airtel Live! settings on your phone,
SMS 'Live' to 646 and save the settings that you receive as your preferred
connection. Airtel Live! Portal can be accessed from you GPRS enabled
phone, by sending a SMS 'FUN' to 646.
Airtel Live! Voice Services: Just Dial 646, and name the service. For e.g. say
ring tones to download your favorite ring tones. You can also choose a variety
of content options like Live Cricket Commentary, latest National /
International News, Movie Reviews or Stock Market Updates.

36. Airtel Live! SIM Services: Access loads of fun content and exciting services
like cricket, stocks, on your phone at the touch of a few buttons with Airtel
Live! SIM based Services on your SIM card menu. To download new services
on your Airtel SIM, choose the "What's new" option under the "Airtel
services" menu.
Airtel Live! SMS Services: You can enjoy a host of services by sending a
keyword as an SMS to 646! Choose Astrology / Horoscope, Cricket,
Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistance
SMS, Help to 646.

37. Hello Tunes
Tired of that boring old ‘tring tring’ on your phone? Well now when a friend
calls, you can make them groove to the hottest new tracks burning up the
music charts with Hello Tunes from Airtel! You get a wide choice of songs in
the Popular & New Arrivals categories that are updated regularly. What's
more you can directly call the number for your kind of music, e.g. call 678005
for English New and 678001 for Hindi New. This would directly take you to
your favorite artist's Hello Tunes listing.
Copy a Hello Tune
Get the tune you want, all you have to do is call 678 and follow the simple
voice instructions to copy your favorite Hello Tunes. Once inside the copy
feature, just key in the 10-digit Airtel mobile number you want to copy the
Hello Tune from and you get the same Hello Tune assigned to your number.

38. Gift a Hello Tune
Forget gifting chocolates, flowers and greeting cards. Say it with a song
instead! Gift a Hello Tune to that special someone. Just call 678 and choose
the song that you want to gift. Follow the simple voice instructions and key in
the 10-digit Airtel mobile number that you want to gift the Hello Tune to. You
will get an SMS notification upon successful receipt of that gift.
Buy Music - Airtel Music Shops
Buying your favorite Hello Tune or Ring tone is as simple as recharging your
phone with talk time. Simply walk into your nearest Airtel Shop and walk out
with your favorite song. Choose from Bollywood Hits to Indipop Remixes,
Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping
Tamil Hits from a list of more than 18000 songs.

39. Partners
The company has a strategic alliance with SingTel. The investment made by
SingTel is one of the largest investments made in the world outside Singapore,
in the company.
The company’s mobile network partners include
• Ericsson
• Nokia
• Siemens and
IT partners include:
• IBM

41. About The Brand
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises has been at the forefront of
technology and has revolutionized telecommunications with its world class
products and services.
Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance.
The First and Only Telecom Operator to have an all India Presence: Bharti
created history by becoming first and only telecom operator to have an all India
mobile footprint across 23 circles. Airtel today connects India from the Indus to the
Indian Ocean and from Sabarmati to the Brahmaputra on a network of more than
10,000 base stations with cumulative investments of more than Rs. 16,000 crores.
Airtel today provides seamless roaming spanning 228 networks in 128 countries
and more than 3000 towns across all the 23 telecom circles in India.The company
today has an aggregate of 12.70 million customers as of end of May ‘05, consisting
of approximately 11.8 million mobile customers.

42. 1995
 Bharti Tele-Ventures Limited incorporated on July 7, 1995
 Bharti Cellular launched mobile services ‘AirTel’ in Delhi.
1996
 Bharti Telenet launched mobile services in Himachal Pradesh
1997
 Bharti Telenet obtained a license for providing fixed-line services in
Madhya Pradesh circle.
 Bharti Telecom formed a joint venture, Bharti BT , for providing
VSAT services.
1998
 First Indian private fixed-line services launched in Indore in The Madhya
Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line
services monopoly of (now BSNL).

43. 1999
 Bharti Tele-Ventures acquired an effective equity interest in Bharti Mobile
(formerly JT Mobiles), the mobile services provider in Karnataka and Andhra
Pradesh circles.
2000
 Bharti Cellular entered into license agreements to provide mobile services in
eight new circles following the fourth operator mobile license bidding
process
2001
 Bharti Telenet entered into license agreements to provide fixed-line services
in the Haryana, Delhi, Tamil Nadu and Karnataka circles
 Bharti Telesonic has entered into a license agreement with DoT to provide
National Long Distance Services in India and has been the first service
provider to start service in the country.
2002

44.  Bharti launched mobile services in Gujarat, Haryana, Kerala, Madhya
Pradesh circle, Maharashtra, Mumbai, Punjab, Tamil Nadu, Uttar Pradesh
(West) circle.
 Bharti listed on the National stock Exchange, Bombay Stock Exchange and
the Delhi Stock Exchange on February 18, 2002.
2003
 Bharti entered into a license agreement with the DoT to provide international
long distance services in India.
 Bharti launched fixed-line services in the Delhi, Haryana, Karnataka and
Tamil Nadu license areas.
 Bharti became the first private telecommunications services provider to
launch international long distance services.
2004
 Bharti decided to outsource both its IT system management and its networks.
 Bharti covered all the 23-telecom sectors present.

45. 2005
Sells 10% stake to Vodafone.
Inks insurance J-V with Axa
2006
Signs pact with Wal-Mart to explore retail opportunities in India
2007
Launches cellular services in channel

46. SUBSCRIBERS IN AIRTEL
Airtel is providing two types of services to their mobile subscribers.
(1)Pre paid-80%
(2) Post paid-20%
20%
Post paid-20%
Pre paid-80%
80%
Bharti Tele-Ventures current businesses include -
 Mobile services
 Fixed-line
 National and international long distance services
 VSAT, Internet services and network solutions

47. Services
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to us from
Bharti Enterprises, India’s leading integrated telecom service provider.
Going mobile with Airtel Prepaid is a new way of life. With a host of great
features, also simple to use, Airtel Prepaid makes everything that you
dreamt and believed, possible.
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from

48. Bharti Enterprises, India's leading integrated telecom service provider.
Airtel & Visual Identity
For a brand to be successful, it must build enduring relationships with its
different audiences. Integral to this relationship is the visual image of the
brand the consumer carries in his/her mind. The Airtel brand image is created
through the consistent application of a carefully developed visual identity,
which helps Airtel distinguish itself in a cluttered market. Airtel's visual
identity helps create instant brand recall and strengthens the relationships that
its audiences have with it.
The Airtel visual identity has different elements that work together to create a
strong and consistent identity for the brand. The most important of these are:

49. The Airtel Logo:
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always
ahead of the rest. It is a specially drawn wordmark.
The Airtel Image style
It incorporates two solid, red rectangular forms whose counter form creates an open
doorway.
The Airtel Typographical style
The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's
leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation..
The words 'Express Yourself' are very much part of the brand identity
a) The Airtel Colour Palette
The lettering is grey so that the pure black of Airtel is visually unharmed.

50. Research Methodology
Background to the problem
Airtel a venture of Bharti tele services is today the number one company in
private telecom providers in India.
Airtel has its presence all over India in all 23 circles. It is proud of having
more than 11 million customers being the largest service provider it believes
in building good relation ships with its customers and retailers by providing
better services to them.
Today retailers play an important role for the success of an organization as
they act as a bridge between company and the customer. Hence the growth
and sales of the product also depends upon the retailers of the company. Apart
from promoting the sales they act as a medium of communication, what the
company wants to communicate to the customers it can do so easily with the
help of retailers and what the customer wants to know about the schemes and
services etc. can be communicated to them through retailers. Retailers are the
one who makes the brand visible in the market so the contribution of retailers

51. can’t be ignored so the research is being conducted to know the visibility
criteria of Airtel and also the problem identification of retailers. The company
needs market information, which will help them to know about this sector and
about the real mindset of the retailers. So that the company can design a
strategy which would help them to face the challenge posed by the
competitors.
There are many problems which retailers face like delay in stock, late visit of
FSE, FCE etc. from the distributors side. In many cases retailers are not
interested or are unaware about the promotion of the brand and does not
allocate proper permanent place for the promotional material like glow sign
board, non-lit board, banners, etc. So our main concern is to get the proper
data regarding the problems faced by the retailers and the next task is make
sure that promotional material of Airtel should be visible and for that we also
educate the retailers about the importance of promotional materials. For
example we educate them that if they maintain proper place for promotional
material it will attract customers and it will help them to increase their sale.

53. Statement of Research Objective.
Primary Objective
 To know Market share of Airtel in terms of signage (glow sign board & non-lit
board.)
Secondary Objective
 To identify the competitors in the zone
 To know the satisfaction level of the retailers.
 To enhance the position of Airtel by identifying and solving the problems of the
retailers.
 To find out the sales of the product.
 To educate the retailers for innovations.

54. Research Design
In exploratory Research the focus is on the discovery of ideas. The
exploratory Research has been undertaken by me, it is being done in order to
maintain the position of Airtel as a no. one brand in the telecom sector by
finding a no. of factors that can influence its position; like increase
competition, inadequate advertising, lack of efficient and trained personnel or
use of wrong channels of distribution.
An attempt was done to get additional information from distributors who have
some particular knowledge of the subject. The relevant people from outside
the organization like retailers were contacted who are much closer to the
market and its problems than the manufacturer. The research is directed
towards the solution of a problem, it is based upon empirical evidence.

55. Collection of Data
Primary Data
The instances are recorded or itemized as encountered. The data is collected for the first
time as original data. Retailers having first hand knowledge about the problem are
interrogated and the desired data is collected. Generally a questionnaire was prepared and
the replies are recorded by personally contacting them. The data is fairly accurate because
the informants are contacted personally and a directive or structured interview was
undertaken, by opting for this procedure we not only get a clear picture of the problem
but also get various suggestions and recommendations. Under personal interview the
additional data is also collected with the help of supplementary questions.
Secondary Data
Secondary data provided the knowledge about company in terms of facts and figures, it is
being collected from:
Website
Books
Magazines
News

56. Sampling Plan
An integral component of a research designing is the sampling plan. Sample refers to a
part taken from a population. If a sample is taken carefully then conclusion can be
extrapolated to entire population and generalization could be made. In order to collect the
sample we visited retailers and from there the information is gained.
Sampling
Since the available time period was less i.e. two months hence the whole group cannot be
surveyed because of large universe and difficulties in contacting people, therefore a
limited no. of items representing the population was chosen.
Sampling Design
The simple random sampling technique is adopted in which each item has the same
chance of being selected. The size of sample in this survey is taken to be 150 (i.e. 150
retailers are being contacted in Lucknow region)

57. Problem Identification
Glow Sign Board
Retailers needed glow sign board and non-lit board in order to make people
aware of their existence in the market. During my survey I found only a few
retailers possess the G.S.B. whereas others need it in order to promote their
sales and to increase profit.
Percentage of GSB working
Total no of sample 150
GSB
33%
YES
NO
67%

58. P.O.S.
P.O.S. is known as point of sale material which is supplied to the retailer by the
distributor. In my survey I found most of the P.O.S. material is properly supplied to the
retailers and they placed it properly in their shops. Only few shops were found which
have not devoted proper place for P.O.S material because the material was not supplied
or delivered at time.
POS is in place or POS not in place
Total no of sample 150
POS
20%
YES
NO
80%

59. Claim
Airtel has a strong goodwill among its retailers and the retailers are satisfied with the
services and facilities provided to them by Airtel. But sometimes because of some
technical error or as it is not easy to give attention to all its retailers some problems
related to claim is faced by the retailers. In my survey I found that a small no. of retailers
has the problem of claim or their claim was delayed and very few have the problem of
reversal and deactivation.
Retailers having no claim problem
Total no of sample 150
CLAIM
10%
YES
NO
90%

60. Technical
Technically Airtel is at the top of all the telecom companies. During my
survey I found a very few retailers have faced technical problems like sim
blockage and reversal.
Technical problem
3%
YES
NO
97%

61. Network
Most of the network failure problem and server down etc were found in
various regions especially during evening.
Network Problem
10%
YES
NO
90%

62. Lapu
Lapu is used when retailers recharge the customer ---------------------- with the
help of his Lapu number. So sometimes transaction problem occurs.
LAPU PROBLEM
7%
YES
NO
93%

63. Miscellaneous Problems
There were a number of problems which I found were faced by the retailers
are:
Lack of knowledge about new schemes.
Change in plan is not known to them.
E.N.R. is not met., etc.
Miscellaneous problem
5%
YES
NO
95%

64. Recommendations
After conducting the whole survey and analyzing the interviews and
questioner’s my recommendations to Airtel Lucknow are
MONTHLY MEETINGS WITH RETAILERS
There should be a monthly meeting marketing persons and retailers so that
retailers can communicate their suggestions and problems freely. This practice
can give them a sense of belongingness.
FREQUENT VISIT TO RETAILERS SHOP
Timely visit by the marketing persons should be done in order to check the
current position of the retailers and also motivate them to increase their sales.

65. PROPER COMMUNICATION
Retailers in rural areas do not updated with the latest schemes, so proper and
fast communication is required in order to make them updated.
TOWER SHARING
Tower sharing should be done where airtel lacks in connectivity because of
non availability of tower.
TRAINING OF FSE & FCE
Time to time training programme for fse &fce should be organized so that
they can develop their skills in order to deal with the retailers efficiently&
effectively.
SPECIAL CONCENTRATION ON SMALL RETAILORS
Special concentration should be given to the retailers in rural areas in order to
capture the rural market.

66. Limitations
LIMITATIONS OF THE PROJECT
The project under taken was subject to few limitations mentioned as
The result of the analysis is mostly based on the responses of the retailers which if biased
or untrue can alter the findings of the researcher.
The reluctant of the respondent in disclosing some informations like address, lapu no.,
sales etc. and even their own name.
The possibility of sample size considered not being representative of the entire population
although the researcher tried to cover as much area as possible.
If this was not there ,it would definitely affected the sample size in a positive way.

67. SWOT ANALYSIS
STRENGTH
India’s most famous and dynamic star communication group.
Ability to think big.
Latest technology.
High level of customer satisfaction rate.
A good team of brand ambassador.
Goodwill.
WEAKNESS
Delay in claim.
Transactions problem.
Poor connectivity in some parts of rural areas.

68. OPPORTUNITY
As rural market is growing very. So future prospect for growth in rural market
is an opportunity for Airtel.
Attractive marketing strategy .
3A’S strategy of Airtel is a big success in attracting a large number of
customers.
Availability
Accessibility
Affordability
THREATS
Rumors by competitors

69. BIBLOGRAPHY
www.airtel.com
www.google.com
Business India
Economic times

70. LEARNING
This internship programme gave me an opportunity to learn and utilize my
skills in the real business situation. This internship is a good platform for me
to develop or improve my marketing skills which will definitely pays me in
future. I have learned a lot of things from the marketing department of Airtel
Lucknow. From there I have got an indept knowledge about the telecom
sector.