To Study the Customer Satisfaction in Airtel

PROJECT REPORT On

Project Report Submitted Towards Fulfilment of  PGDM 10-12

Under The Guidance Of 

MR ALOK SINGH(ZSM Varanasi) SUBMITTED TO:

SUBMITTED B Y:

MR. K M KUMAR

1

CONTENTS:1.  Acknowledgement

2. Objective of the Study

3. Introduction

4. Research methodology

5. Executive Summary

6. Company Profile

7. Business & Marketing Strategies

8. Data Analysis

9. Conclusion

10. Bibliography

11. Declaration

12. Questionnair 

2

ACKNOWLEDGEMENT

My special & sincere thanks to Mr.Alok singh Zonal Sales Manager  who has always always inspired me & guided me throughout my project. I am also thankful to the library of the institution for providing me necessary material & all those who helped me in completion of my project.  At last but not the t he least I would thank to my parents for their financial f inancial support throughout the project.

(Aditya singh)

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OBJECTIVE OF THE STUDY

To study the consumer trends in telecommunication sector.

To study consumer decision-making & preferences.

To study marketing strategies adopted by Airtel.

To study the level of customer satisfaction in Airtel.

To study the market potential.

To study customer purchase decision behaviour.

To understand the needs of different consumer segments.

Comparative study of different mobile companies.

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TELECOM HISTORY SINCE 1842 TILL NOW………..”

With the dramatic changes in interpersonal communication over  the past decade, Internet messaging has emerged as the primary medium for transferring information quickly, inexpensively, and reliably. However, the growing popularity of wireless telephones has added another dimension to the communications equation—mobility. As more Indians rely on cellular communication, this market is expected to see explosive growth over the forecast period. Let‘s have a review of telecommunication History:-

Telecom history 1842: Wireless by conduction 1843: Early electromagnetic research, wireless by induction 1865: Induction and Dr. Loomis

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Early radio discoveries 1879: D.E. Hughes and the first radio-telephone reception 1880: The photo phone and the first voice radio-telephone call 1880 to 1900: Radio development begins in earnest 1910: The first car-telephone 1924: The first car-mounted radio-telephone 1937: Early conventional radio-telephone development

The modern era begins 1946: The first commercial American radio-telephone service 1947: Cellular systems first discussed 1948: The first automatic radio telephone service 1969: The first cellular radio system 1973: The Father of the cell phone 1978: First generation analog cellular systems begin 1980: Growth of Japanese cellular development 1981: NMT -- the first multinational cellular system 1982: The rise of GSM 1990: North America goes digital: IS-54

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Prehistory (Birth to Bell Labs, 1924) While puzzling over the mysteries of radio, many inventors worked concurrently on power generation, telegraphs, lighting, and later, telephone. The thorough understanding of electricity required to produce a reliable, practical radio system took a long time and happened in different phases. In

1820,

Danish

physicist

Christian

Ousted

discovered

electromagnetism, the science that could help generate electrical power  and,

if

fully

understood

and

applied,

usher

in

the

era

of 

telecommunication. Michael Faraday - 1791 to 1867 In 1821 Michael Faraday reversed Oberstar‘s experiment and in so doing discovered induction. This helped him build the world's first electricity generator. He worked on different electrical problems in the next ten years, eventually publishing his results on induction in 1831.

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Joseph Henry - 1797 to 1878 In 1830 the great American scientist Professor Joseph Henry transmitted

the

first

practical

electrical

signal;

showing

that

electromagnetism could do more than just create current or pick up heavy weights -- it could communicate. In a stunning demonstration in his Albany Academy classroom, Henry created the forerunner of the telegraph. While Henry did not pursue electrical signaling, he did help someone who did. And that man was Samuel Finley Breese Morse.

Samuel Morse - 1791 to 1872 In 1837 Samuel Morse invented the first practical telegraph, applied for its patent in 1838 and was finally granted it in 1848. Joseph Henry helped Morse build a telegraph relay or repeater that allowed long distance operation. The telegraph brought the country closer and eventually the world. Morse also experimented with wireless, not by passing signals though the atmosphere but through the earth and water. Without a cable.

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Wireless by conduction On October 18, 1842, Morse laid wires between Governor's Island and Castle Garden, New York, a distance of about a mile. Part of  that circuit was under water. But before he could complete this demonstration a passing ship pulled up his cable, ending it seemed, his experiment. Undaunted, Morse proceeded without the cable, passing his telegraph signals through the water itself. This is wireless by conduction.

Over the next thirty years most inventors and developers concentrated on wire line telegraphy, that is, conventional telegraphy carried over wires suspended on poles. Few tinkered exclusively with wireless since a basic radio theory had not yet been worked out. Telegraphy, however, did produce a good understanding of wireless by induction since wires ran parallel to each other and often induced rogue currents into other lines.

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Early electromagnetic research In 1843 Faraday began intensive research into whether space could conduct electricity. In 1864 Maxwell released his paper "Dynamical Theory of the Electromagnetic Field" which concluded that light, electricity and magnetism were all related and that all electromagnetic phenomena travelled in waves.

Induction and Dr. Loomis In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the first person to communicate through wireless via the atmosphere. Between 1866 and 1873 he transmitted telegraphic messages at a distance of 18 miles. At one location he even flew a metal-framed kite on a metal wire, perhaps taking inspiration from Benjamin Franklin. At another location a similar kite picked up these signals and noted them with a galvanometer.

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Early radio discoveries Maxwell's 1864 conclusions were distributed around the world and created a sensation. But it was not until 1888 that Professor  Heinrich Hertz of Bonn, Germany, could produce and detect radio waves consistently and reliably. On November 22, 1875, while working on acoustical telegraphy, a science close to telephony, Thomas Alva Edison noticed unusual looking electro-magnetic sparks. D.E. Hughes and the first radio-telephone reception From 1879 to 1886, London-born David Hughes discovered radio waves but was told incorrectly that he had discovered no such thing. Discouraged, he pursued radio no further. Hughes noticed a clicking noise in his home built telephone each time he worked using his induction balance, a device now often used as a metal detector. He transmitted signals from one room to another in his house in London. But since the greatest range there was about 60 feet, Hughes took to the streets with his telephone, intently listening for the clicking produced by his clockwork transmitter, gradually diminishing until it no longer could be heard.

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 Alexander Graham Bell was the man who invented the telephone and made the first call on a wired telephone to Thomas Watson. Bell was also first with radio.

1888 onwards: Radio development begins in earnest In 1888 the German, Heinrich Hertz, conclusively proved Maxwell's prediction that electricity could travel in waves through the atmosphere. Unlike Hughes, the extensive and systematic experiments into radio waves that Hertz conducted were recognised and validated by inventors around the world. Jagadish Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a bell remotely and to explode some gunpowder". Marconi established the first successful radio system. In 1901, his radio-telegraph system sent signals across the Atlantic Ocean. Ships were the first wireless mobile platforms. In 1901 Marconi placed a radio aboard a Thorny croft steam-powered truck, thus producing the first land-based wireless mobile transmitting data, not voice.

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In December 24, 1906, Reginald Fessenden accomplished the first radio bandwave communication of human speech over a distance of  11 miles, from Brant Rock, Massachusetts, to ships in the Atlantic Ocean. Radio was no longer limited to telegraph codes, no longer just a wireless telegraph, but a means of verbal communication.

The first car-telephone From 1910 onwards, Lars Magnus Ericsson, the man who founded Ericsson in 1876, and his wife Hilda, regularly worked the first car telephone. Access was not by radio, instead there were two long sticks, like fishing rods, handled by Hilda. She would hook them over a pair of telephone wires, seeking a pair that was free. When they were found, Lars Magnus would crank the dynamo handle of the telephone, which produced a signal to an operator in the nearest exchange.  Around the same time, the triode tube was developed, allowing far greater signal strength to be developed both for wireline and wireless telephony. No longer passive like a crystal set, a triode was powered by an external source, which provided much better reception and volume. Later,

with

Armstrong's

regenerative

circuit,

tubes

were

developed that could either transmit or receive signals, were stable and

13

powerful enough to carry the human voice and sensitive enough to detect those signals in the radio spectrum. In 1919, three firms came together to develop a wireless company that one day would have a reach across the globe. Heavy equipment maker ASEA, boiler and gas equipment maker AGA and telephone manufacturer LM Ericsson, formed SRA Radio, the forerunner of  Ericsson's radio division.

The first car-mounted radio-telephone Bell Laboratories claims to have invented the first version of a mobile in 1924. It was a two-way, voice-based radio-telephone and the adjoining photograph from their site certainly seems to confirm it.

History of cellular mobile telephony: 1982 to 2001 1980 - First cellular phones began to appear  1982 - Nordic Mobile Telephony (NMT) standard 1983 - American Mobile Phone System (AMPS) standard 1986 - Nordic Mobile Telephony (NMT) 900 MHz 1991 - Commercial launch of the GSM service

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1993 - Coverage of main roads GSM services start outside Europe 1994 - Japanese Digital Cellular (JDC) 1996 - USA Personal Communications Systems (PCS)

1982 - The beginning During the early 1980s, analog cellular telephone systems experienced rapid growth in Europe, particularly in Scandinavia and the United Kingdom, but also in France and Germany. Each country developed its own system, which was incompatible with those of others, in equipment and operation. This was an undesirable situation, because not only was the mobile equipment limited to operation within national boundaries, but also limited to the market for each type of equipment. This scenario in a unified Europe was undesirable. The Europeans realized this early on, and in 1982, the Conference of European Posts and Telegraphs (CEPT) form a study group called the Group Special Mobile (GSM) to study and develop a pan-European public land mobile system. The proposed system had to meet certain criteria, which included:

15

1. Good subjective speech quality. 2. Low terminal and service cost. 3. Support for international roaming. 4. Ability to support handheld terminals. 5. Support for a range of new services and facilities. 6. Spectral efficiency 7. ISDN compatibility.

16

Nordic Telecom and Netherlands PTT proposed to the CEPT the development of a new digital cellular standard that would cope with the ever-burgeoning demands on European mobile networks. The European Commission (EC) issued a directive which required member  states to reserve frequencies in the 900 MHz band for GSM to allow for  roaming.

1986 - Main GSM radio transmission techniques were chosen.

1987 - September - 13 operators and administrators from 12 areas in the CEPT GSM advisory group signed the charter GSM (Groupe Spéciale Mobile) MoU "Club" agreement, with a launch date of 1 July 1991.

The original French name Groupe Spéciale Mobile was changed to Global System for Mobile communications; but the original GSM acronym remains.

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GSM specifications were drafted.

1989 – 1998

In 1989, GSM responsibility was transferred to the European Telecommunication Standards Institute (ETSI), and phase I of the GSM specifications was published in 1990. Commercial services started in mid 1991, and by 1993 there were 36 GSM networks in 22 countries, with 25 additional countries like South Africa, Australia and many Middle and Far East countries opting for GSM. By the beginning of 1994, there were 1.3 million subscribers worldwide.

The developers of GSM chose an unproven (at that time) digital system, as opposed to the then standard analog cellular systems like AMPS in the United States and TACS in the United Kingdom. They had faith in the advancements in compression algorithms and digital signal processors to allow the fulfillment of the original criteria and the continual improvement of the system in terms of quality and cost.

The European Telecommunications Standards Institute (ETSI) defined GSM as the internationally accepted digital cellular telephony standard.

1990

Phase 1 GSM 900 specifications were frozen

18

DCS adaptation started.

Validation systems implemented.

First GSM World congress at Rome had 650 participants.

1991

First GSM specification was demonstrated.

DCS specifications were frozen.

GSM World Congress at Nice had 690 participants.

1992

January - The first GSM network operator was Oy Radiolinja Ab in Finland.

December 1992 - 13 networks were on air in 7 areas.

GSM World Congress at Berlin had 630 participants.

1993

GSM was demonstrated for the first time in Africa at Telkom '93 in Cape Town.

19

Roaming agreements between several operators were established.

By December 1993, 32 networks were on air in 18 areas.

GSM World Congress at Lisbon progressed with 760 participants.

Telkom '93 was held in Cape Town. First GSM systems were shown.

1994

First GSM networks in Africa were launched in South Africa.

Phase 2 data /fax bearer services were launched.

Vodacom became the first GSM network in the world to implement data/fax.

GSM World Congress at Athens drew 780 participants.

December 1994 -- 69 networks were on air in 43 areas.

1995

GSM MOU was formally registered as an association registered in Switzerland with 156 members from 86 areas.

GSM World Congress at Madrid attracted 1400 participants.

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December 1995 - 117 networks were on air in 69 areas.

Fax, Data and SMS roaming started.

GSM phase 2 standardisation was completed, including adaptation for  PCS 1900.

First PCS 1900 network was shown live 'on air' in the USA.

Telecom '95, Geneva -- Nokia shows 33.6 kbps multimedia data via GSM.

Namibia goes on-line.

Ericsson 337 wins GSM ‗phone of the year‘.

US FCC auctioned off PCS licenses.

1996

December 1996 - 120 networks were on air in 84 areas.

GSM World Congress was held in Cannes.

GSM MOU Plenary was held in Atlanta GA, USA.

8K SIM was launched.

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Pre-paid GSM SIM cards were launched.

Bundled billing was introduced in South Africa.

Libya goes on-line.

Option International launches the world's first GSM/Fixed-line modem.

2001

Feb -- GSM Conference held in Cannes.

By May 2001 there were 500m GSM 900/1800/1900 users worldwide.

16 billion SMS messages were sent in April 2001.

By April, 500 million people are GSM users.

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“Trends in Mobile Communications” The growth and penetration of sophisticated digital communication systems, infrastructures, and services, has been increasing constantly over the last decade. Examples of these services are the Internet, electronic mail, multimedia, pagers, PDA's, and mobile telephony. From marginal penetration 15 years ago, these systems and services are becoming a commodity in both professional and consumer markets worldwide. The developments in these fields are still going strong. In particular, rapid advances - both in technology and services - can currently be observed in wireless and mobile systems that support the communication of different media, such as data, speech, audio, video and control. Current wireless network and mobile phone services roll-out is centered around four available technologies, namely WAP, UMTS, Bluetooth, and mobile positioning systems. The wireless application protocol (WAP), initially carried by second generation GSM and in the future by third generation UMTS wireless networks, will turn the mobile phone into a networked smart-phone capable of low to medium data rate Internet functionalities. Bluetooth will allow for short-range data communication

between

consumer

appliances

in

a

domestic

23

environment. Positioning systems will become integral part of mobile phones such that services can be made dependent on the location of the user in the network. When projecting the progress in mobile networks and services into the future, three developments are of importance. In the first place, we can observe that more and more mobile phone-like devices start to include accessories such as a small keyboard, a display, and a speech interface. Such communication and information-oriented systems are emerging as hybrids between the mobile phone and the wireless laptop personal computer. With higher bit rates supporting more advanced services, the integration of the personal computer and personal communication devices will be pushed even further. In the second place, we observe that computing resources are becoming ubiquitously - that is everywhere and at all time - available. We will soon live in an environment that supports us by providing ubiquitous Computing for a wide variety of tasks and services. Daily life consumables, durable products and services already contain an everincreasing number of sensors, actuators, processing units, and (embedded) software. The personal computer has entered daily life as a necessary

commodity,

and

the

development

of

sophisticated

24

communication systems in today's society relies heavily on the availability of computation resources. Finally, we observe that communication and computing is becoming increasingly personal. The device (and therefore the user) is always online, the user is identifiable, the device can be personalized, and the system knows about the user‘s position.

“Cellular Mobile Pricing Structures and Trends”

Successful growth and diffusion of mobile communication services is focusing greater attention on how mobile relates to fixed networks.  Accordingly, it is necessary for regulatory authorities to review current frameworks in those instances where regulation might impede the offering of certain pricing structures, such as calling party pays. This issue is critical in putting fixed and mobile networks on an equal footing, so the potential for competition between networks can be exploited. Testing the demand for new pricing structures can be left to the market. Successful growth and diffusion of mobile communication services is focusing greater attention on how mobile communication relates to the

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Internet and electronic commerce. This report reviews and benchmarks the pricing of emerging services such as short message services. These services are the harbingers of? third generation? information services over mobile networks, and policy makers need to review current regulatory frameworks to enhance pricing innovation and competition in the provision of these services.

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Individual customization  An

important

trend

in

our

society

is

agility

or

mass

individualization. Consumer behavior is much more volatile, much less predictable and increasingly concerned with instant gratification. The expectation is that in due course this trend towards individualization will become a more important factor in the emerging markets too, particularly in the urban areas. As well as setting quality standards for products, this attitude also demands delivery at the right time and in the right place. At any moment, wherever the consumer may be, it has to be possible to satisfy his or her requirements; it is a question of the consumer as a "moving target" and how we can increase our chances of "scoring a hit".

In modern thinking about categories of consumers, every consumer has something of this instant consumer in his or her make-up, alongside other possible descriptions, such as "rational", "social" and "responsible". What's more, this can vary according to the product category. One moment, moreover, this instant consumer will be demanding products on the basis of flavor, convenience or cheapness, and in the next breath will be voicing concerns about the environment, animal welfare or his or her own health. The likelihood is that in the long term health, the environment and animal welfare will be significant factors in the concept of quality, as safety already is. 27

Changes in consumption patterns are an important factor in this development. While the retail trade is evolving from supermarket to household service provider in response to mass individualization, consumers are increasingly also obtaining their food through other  outlets: company canteens, take-away meals, snack bars, old people's homes etc. "Young couples" in Europe are rapidly moving towards the situation that already exists in the United States, where 50% of the food consumed is prepared outside the home. This places different demands on products in terms of keeping qualities (shelf life), convenience and presentation.

Consumer-driven technology development

These trends in the market and among consumers generate a demand for a more differentiated and more rapidly changing product range and also call for a different approach to technology development (dedicated production systems). In the future there will have to be product development that takes the dynamic of the market and the divergent wishes of the consumers as its starting point and uses the technologies of the future: biotechnology, separations technology, sensor technology and modern information technology (IT). To achieve this, product development will have to be tackled in a more structured way, and knowledge deriving from different areas of research will have 28

to be integrated more effectively. The development of sensor technology in the agro sector, for instance, requires the integration of materials technology, biotechnology and process technology. New scientific developments also provide interfaces through which the sector may respond to wishes relating to health: both the information about genetic aspects and the new insights into bioactive components - substances that, in low concentrations, affect human health - offer interesting prospects of made-to-measure food!

In the future, "made-to-measure food" will also mean "food produced in a way that the public finds socially acceptable". Such aspects as the environment, animal welfare etc. will play a major role. This will have to be specifically taken into account in the development of  technology.

From chains to flexible networks

 As well as imposing requirements in terms of technology development, trends such as mass individualization call for a responsive answer

to

a

sharply

fluctuating

market

demand.

This

places

considerable demands on the organization of agricultural production chains. The full vertical integration of links in a chain can mean a loss of  flexibility. It would appear to be more efficient to opt for a continuation of 

29

the development of the chain concept; leading to responsive networks that combine the advantage of co-ordination with the flexibility of more loosely linked organizations. These independent organizations work closely together in the flow of goods along the chain in order to achieve the desired "customer value" at the lowest possible cost.

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RESEARCH METHODOLOGY: Defining the research problem:

 A researcher must find the problem and formulate it so that it becomes susceptible to research. Like a medical doctor, a researcher must examine all the symptoms (observed by him) concerning a problem before he can diagnose correctly.

 And therefore, I have also defined the research problem i.e. to study consumer trends, behaviour, preferences and level of  satisfaction in Airtel communication Ltd.

Research methodology:

 After defining the research problem the foremost step will be planning for the further investigation. Preparing the blue print to undertake the research called research design. In other words,

―A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure".

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Under this chapter methodological step has been adopted in the study of consumer trends, behaviour, preferences and level of  satisfaction in Airtel communication Ltd.

The research procedures

followed are described as under:

Research Objectives:



To study the consumer trends in telecommunication sector.



To study consumer decision-making & preferences.



To study marketing strategies adopted by Airtel.



To study the level of customer satisfaction in Airtel.



To study the market potential.



To study customer purchase decision behaviour.



To understand the needs of different consumer segments.



Comparative study of different mobile companies.

33

Research Approach

The research approach for the purpose was secondary research to collect the information on the subject.

Research Instrument I used direct observation, customer data & survey as research instrument.

Research Design In this project use exploratory research design and for data collection fill-up the questionnaires from the customer of mobile, survey of the market and some information collect by interview of the users of  the cellular at Newdelhi.

Research Data Data is the key activity of marketing research. The design of the data collecting method is backbone of research design. Data constitute the foundation of statistical analysis and interpretation. Hence the first step in statistical work is to obtain data.

34

Data can be obtained from two important sources, namely: 1.

Primary Data

2.

Secondary Data

Primary Data:

Primary data are gathered for the specific purpose or for a specific research project, consist of original information for the fulfilment of project objective.

When the data are required for the particular study can be found neither  in the internal record of the enterprises nor in published sources. In some cases it may become necessary to collect original data.

Primary data can be collected in four ways:-

1. Observation

2. Focus

3. Survey

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4. Experiment

Secondary data:

Secondary data are the data, which already exists somewhere. Secondary data provide starting point for research and after that the advantage of low cost and ready availability. Secondary data can be divided into two types:

1. Internal data

2. External data

When researcher uses the data that has already been collected by other data are called secondary data. Secondary data can be obtained

from

journals

i.e.

internal

sources

report,

government

publication and books, professional bodies etc.

Internal data are reports and memos generated within an organisation to facilitate its operations. External data are those specially produce for outside consumption.

36

Sources from which I have taken the secondary data are as under:

1. Direct observation

2. Airtel website

3. Books for marketing management

4. Surveys and customer data & report

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“EXECUTIVE SUMMARY”

38

Profile of: Mr. Sunil Mittal, Executive Director Airtel Mobile Communications Ltd.

Mr Rajan Swaroop is a qualified professional with over 21 years of  working experience in Automotive, Telecom and IT industries.

Mr. Swaroop is a graduate of Mechanical Engineering from IIT Delhi and Post Graduate in Management from Indian Institute of Management,  Ahmedabad.

In the last 9 years in Escorts, he has handled various roles including Head of Strategic Planning and Investment at Corporate Office. He was the Director & CEO of Telecom Equipment manufacturing company, Escorts Communications Limited and currently as CEO of a set of Internet Services Companies - Airtel Limited.

Whilst in the strategy role, Mr Swaroop was involved in setting up of Airtel; in Escorts Communication, he was involved in a turn around; whilst in Airtel, four new businesses were set up. Prior to Escorts, Mr Swaroop spent six years in operating roles with automotive and light engineering company like MICO (subsidiary of  Robert-Bosch) and Metal Box. Another six years was spent in the IT 39

Industry with Computer Point, where he was responsible for business development, marketing and subsequently, as a profit center head.

During these years, he has also been associated with education exchange programs with international business schools such as Kellogg's Business School, North Western University and Georgetown University, New York.

He is interested in reading, gardening, listening to music etc. His wife, Poonam has been in advertising and marketing field for 15 years with leading advertising companies and currently involved in supporting some social service organisations.

Profile of: Mr. Rajan Dutta, Chief of HR & TQM

Mr. Rajan Dutta is an Economics Honours Graduate and an MBA. He has also done Post Graduate Diploma in HRD from Ahmedabad and in Training & Development from ISTD, Delhi. A specialist Trainer, Job Evaluator & Total Quality Management facilitator, Mr. Dutta has successfully introduced and implemented some of the HR & TQM 40

interventions in organizations and professional bodies that he has been associated with. He has held senior level positions during his last 20 years of work in companies like Vam Organics, Modi Xerox and RPG Group where he was the Group Vice-President-HR

He is currently the Chief of HR & TQM in Airtel Mobile Communications Ltd. Mr. Dutta is the Chairman of National Centre for  Quality Management (NCQM) Delhi, Executive Committee Member of  Delhi Management Association. He was the past President of National HRD Network-Delhi and currently the Board Member of HRD Network, National Chapter. He is also a member and speaker to various HRD Committees like CII, FICCI, ASSOCHAM, AIMA and several other  professional and educational institutions in India and abroad.

He has authored and contributed to various newspapers, magazines and books in

41

42

COMPANY BACKGROUND  Airtel comes to you from Bharti Cellular Limited - a part of

the

biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states covering all four metros and more than 7 million satisfied customers. VISION: To make mobile communications a way of life and be the customers' first choice.

43

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

• Error - free service delivery • Innovative products and services • Cost efficiency • Unified Messaging Solutions

CORE VALUE:



We will delight our customer with our simplicity, speed & innovation.



We will honours our commitment.



We will follow the highest standard of professional integrity & behaviour.



We will respect individual, build winning teams and lead by example.



We will create a fun filled and friendly workplace.

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Airtel Mobile Communications Limited

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for

promoting

investments

in

telecommunications

services.

Its

subsidiaries operate telecom services across India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications services based on a strong customer base consisting of 7.42 million total customers, which constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2007.

Bharti Tele-Ventures vision for its mobile business is

To make

“  

mobile communications a way of life and be the customers first choice”. The mission is to meet the mobile communication needs of the customer  through 1) error free service 2) Innovative products and services and 3) cost efficiency. The Company‘s strategic objective is to consolidate its leadership position amongst the mobile service providers in India. The Indian mobile market, according to the COAI, has increased from approximately 1.2 million subscribers as of March 31, 1999 to approximately 60.1million subscribers as of June 30, 2008.

45

Despite this rapid growth, the mobile penetration rate in India, at approximately 4.8%as of June 30, 2008 significantly lower than the average mobile penetration rate in other Asian and international markets. The number of mobile subscribers in India is expected to show rapid growth over the next four years. By 2009it is projected at 70million by COAI and 64 MILLION by Granter. Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors: lower tariffs and handset prices over time; growth in pre-paid customer category; greater economic growth and continued development of  India's economy; higher quality mobile networks and services; and greater variety and usage of value added services. Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-two telecom circles in India. It proposes

46

to consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited.  As of June 30, 2008, approximately 92% of India's total mobile subscriber market resided in the Company's sixteen mobile circles, which collectively covered only 56% of India's land mass.

MOBILE FOOTPRINT The map below depicts the location of, and provides certain information for, Bharti Tele-Ventures' existing mobile circles in India:

47

SOURCE: (1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.

(2) Mobile subscriber statistics are as of June 30, 2008 and are based on data released by COAI. Mobile market size comprises the total number of mobile subscribers of all the service providers in a circle.

(3)

Demographics of Maharashtra and Tamil Nadu do not include

demographics

of

state

capitals

(metros)

Mumbai

and

Chennai

respectively.

(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in Delhi & NCR. Similarly demographics of Uttar  Pradesh (West) & Uttaranchal does not include Noida & Ghaziabad as they are included in Delhi NCR.

The significant growth in the Company's mobile business has been through a combination of organic growth and acquisitions of additional licenses and has been summarized below. The information given below is for the total market and is not representative of our market share or  network coverage.

1) Comprises the circles of Delhi and Himachal Pradesh.

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2) Comprises the circles of Delhi, Himachal Pradesh, Karnataka and  Andhra Pradesh.

3) Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and Chennai.

4) Comprises the sixteen operational circles of Bharti Tele-Ventures.

5) Based on data released by the COAI on the total number of persons subscribing to mobile services in our licensed areas.

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MOBILE STRATEGY Capture maximum telecommunications revenue potential with minimum geographical



coverage

to

maximise

its

revenues

and

margins.

Build high quality mobile networks by deploying state-of-the-art technology to offer superior services.



Use the experience it has gained from operating its existing mobile networks to develop and operate other mobile networks in India and to share the expertise across all of its existing and new circles.



 Attract and retain high revenue generating customers by providing competitive tariffs, offering high quality customer support, proactive retention programs and roaming packages across all of its mobile circles.



Provide affordable tariff plans to suit each segment of the market with a view to expand the reach, thereby increasing the mobile customer base rapidly.

50

 At Airtel, we have always sought to enhance value for you as a customer by providing you the most relevant and easy to use services through innovation and by harnessing the latest developments in technology. In line with this strategy, we have constantly introduced innovative products and services to suit your unique needs and wants. Our services range from CLI to Music Messaging to Lost Call Alerts – all to serve you better.

Some services which we are providing :



SMS  Astrology



Voice Mail



Itemised Billing



Music Messaging



Inquiry Services



Ring tones



Picture Messages



Dial-a-Ring tone



Yahoo Dating



Logos



Yahoo! Mail



Blinking SMS



Yahoo Messenger 



Flash SMS



Group Messaging



Jokes



Mobile Banking



Love Logos



News Updates



Caller Line Identification

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“COMPANY’S PLANS” PREPAID PLANS

 Are you wary of committing yourself to a date for making your bill payments? Is it too much of a bother for you to remember dates for bill payments? Do you often end up paying late fees against your monthly utility services bills? Do you end up spending too much if you have the option to pay the bill later?

Think over for if one of these represents you, we have a solution for you. Start thinking prepaid is our advise! So what exactly is this prepaid! It is simply a way of going cellular  by paying for the talk time in advance. For e.g. if you feel that you need Rs. 300 worth of talktime for a month, you can buy a recharge coupon which gives you that much talktime on your cellphone. Once that money gets exhausted you can buy another recharge coupon for the same or  different denomination depending on your future need.

Prepaid allows you to be in control of your cellular expenses even while you are spending. You will be surprised that today In India, Prepaid connections account for almost 60 to 70 percent of the total new entrants

52

into cellular telephony. That‘s because almost every one of us wants to be in control of our cellular expense.

ADVANTAGES OF PREPAID Some of the many advantages that you enjoy with Airtel Pre-Paid... Total Cost Control Enjoy the liberty of total cost control with your Airtel Pre-paid! Recharge as much as you feel the need to! Now that's what we call complete freedom!

No Rentals Buy an Airtel prepaid card without having to pay any rentals!

No deposits Your Airtel prepaid card comes without you having to pay heafty deposits!

STD/ISD facility till the last rupee Now experience complete freedom like never before with Airtel! Our  STD/ISD facility allows you to make long distance calls in India and

53

Overseas from your cellular phone!

Instant Balance Inquiry Check your talk-time instantly by calling our toll-free number!

60 second pulse  Airtel provides you with a 60-second pulse rate! Freedom for you to experience like never before!

Instant Recharge  Avail of instant recharge on your Airtel prepaid card with just a f ew simple steps!

24-hour recharge facility With our round-the-clock recharge facility, recharge you Airtel prepaid card anytime, anywhere!

Caller Line Identification Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the 54

added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you don't need to retype his number, simply use your phone book.

Call Divert, Call Hold and Call Wait  Avail of special services like call waiting, call hold and call divert – all with your Airtel prepaid card!

Short Messaging Service (SMS) With Airtel‘s Short Messaging Service (SMS), send messages and  jokes to your friends and colleagues, anytime anywhere!

SMS based Information Services With Airtel's SMS based information services; you can get up to-theminute cricket scores, order flowers as well as send couriers or check your daily horoscope!

Voice Mail service Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. You can

55

listen to your messages whenever you feel like, from anywhere in the world. Voice Mail can store up to 75 messages, with each message of  two-minute duration.

POST PAID PLANS  Airtel welcomes you to a vibrant world of unlimited opportunities. More exciting, innovative yet simple new ways to communicate, just when you want to, not just through words but ideas, emotions and feelings. To give you the unlimited freedom to reach out to your special people in your special way.

CUSTOMER CARE Do you need any clarifications on your bills? Do you have any feedback or query on our Products & services? You can call us, send us an E-mail or meet us in person. We shall be glad to help you out in every possible way.

CONTACT US BY PHONE If you are on Airtel, just call us on 121 your Airtel Prepaid phone. If you are on Airtel postpaid, just call us on 9897012345 or toll free 121 from your Airtel Postpaid phone. 56

These toll free numbers however, cannot be dialed when you are roaming.

Airtel launches “Music Messaging” service

Customers can dedicate songs along with their voice messages; Dec. 22, 2003, Merrut : Airtel, one of the leading cellular operators in Haryana, UP(West) & Uttranchal and Kerala today announced the launch of a new innovative service called ―Music Messaging‖. The service will allow music lovers to listen to the various songs and then dedicate the same to any other Airtel mobile subscriber along with a personalized voice message.

For using the service, the customer simply needs to dial 646 from his mobile and follow the voice prompts. This will lead him to the options Hindi and English songs. There are 10 songs under each option and the customer can either go on to listen to the song clippings of 90 seconds each or move on to the next or previous song. While listening to the song, the subscriber may choose to dedicate the song to some other   Airtel Subscriber after recording a 10 second long personalized voice message. The music message will then be received by the person to

57

whom it has been dedicated as a Voice Message with the CLI of the sender. Once delivered, the message begins with the sender‘s voice message followed by a 30 second clip of the song that has been dedicated. The charge for the service is just Rs 7/minute for a 60 second pulse.

 Announcing the launch of the service, Mr. N.F.Aibara, COO, AirtelHaryana

said

―The

mobile

phone

today

is

no

longer

just

a

communication device. Rather it is a driver of self-identity and creative pursuits especially for the youth segment which constitutes about 70 % of the new customers that we enrol every month. We have always sought to provide our customers with new and exciting services that have been made possible through innovation and use of latest technology. The launch of this new service is another step in the same direction as it enables customers to add a musical edge to their  messages-nothing can be more powerful than a message in one‘s own voice along with a song to suit the situation. I am sure this service will be liked by all our customers and more specially the youth‖

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COVERAGE

59

BHARTI CELLULAR FOOTPRINT

Bharti is to first achieve critical mass, then drill deep instead of spreading thin. Thereafter, it is ready for controlled expansion. In keeping with this, the company has been providing excellent service to its subscribers in various states. It controls a portfolio of India's most attractive and contiguous telecom geographies, including the states of  Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh and Delhi (inclusive of NCR). With a footprint dominating the map of India, Airtel Cellular accesses over 45% of India's total telephony potential. With the objective of critical mass achieved, Airtel Cellular turned to drilling deep.

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61

Some Marketing And Business Tools Adopted By AIRTEL As To Promote Its Activities:

Seminars: seminars are conducted at different places by the expert time by time to make people aware.

Publicity: publicity is done through various media.

Stalls at famous places: they conduct their stall after a particular  period of time on the famous and public place to attract them towards themselves.

DSA (Direct Sales Agency)

Print media

Hoarding

Banners

 Advertisement

62

Leaflets

Follow ups

63

64

STOCK

Airtel

Competitor's

Airtel

Competitor's Airtel Lapu Competitor's

market %

market%

market%

Market%

%

Lapu %

Dashant comm.

40%

60%

45%

55%

41%

59%

 Ashish Airlink

67%

33%

45%

55%

45%

55%

New photo comm.

36%

64%

42%

58%

43%

57%

Ringing tone

45%

55%

43%

57%

40%

60%

Harjas comm.

38%

63%

43%

57%

38%

63%

Jasleen comm.

45%

55%

57%

43%

29%

71%

 Arun electronics

38%

62%

38%

63%

38%

62%

 Aman comm.

42%

58%

40%

60%

38%

62%

Rose comm.

43%

57%

29%

71%

29%

71%

TOTAL

45%

55%

43%

57%

37%

63%

Outlet name

65

80% 71% 71%

71% 70%

67% 64% 60%

60%

59% 55%

50%

45% 40%

63% 58%

57%

55% 55%

57%

57%

55%

45% 45%

45% 42%

41%

40%

63%

62% 63% 62%

60%

43%

58%

57% 55%

60%

62% 57%

45% 43%

43%

43%

40% 38%

36%

42% 38% 38% 38%

38%

43% 40%

38%

33% 29%

29% 29%

30%

20%

10%

0% Dashant comm.

Ashish airlink

 Airtel market %

New photo comm.

Ringing tone

competitor's market%

Harjas comm.

Airtel market%

Jasleen comm.

competitor's market%

Arun electronics

Airtel Lapu %

Aman comm.

Rose comm.

competitor's Lapu %

66

STOCK

Airtel

Competitor's

Airtel

Competitor's

Airtel

Competitor's

market %

market%

market%

market%

Lapu %

Lapu %

Gee communication

43%

57%

40%

60%

33%

67%

B.K.Marketing

64%

36%

50%

50%

40%

60%

 Anand mart

61%

39%

9%

91%

41%

59%

Mobile villa

68%

32%

27%

73%

44%

56%

S.k.Agg.TV.cen

80%

20%

40%

60%

44%

56%

Matrix telecom

37%

63%

50%

50%

30%

70%

Gupta properties

58%

42%

38%

62%

45%

55%

M.D.H enterprises

74%

26%

42%

58%

53%

47%

Mobile city

44%

56%

33%

67%

45%

55%

Vishnu electronics

58%

42%

38%

62%

43%

57%

TOTAL

61%

39%

24%

76%

43%

57%

Outlet name

67

STOCK OF JANAKPURI

100%

91%

90%

80%

80% 70% 60% 50% 40% 30%

73%

68% 67% 64% 61% 60% 60% 59% 57% 56% 50% 50% 44% 43% 40% 40% 39% 41% 36% 33% 32% 27%

74%

70% 60% 56%

63% 50% 50%

44% 40%

37%

62% 58% 55% 45% 42% 38%

30%

67% 62% 58% 57% 56% 55% 58% 53% 47% 44% 45% 42% 43% 42% 38% 33% 26%

20%

20%

9%

10% 0%

 Airtel market %

competitor's market%

Airtel market%

competitor's market%

Airtel Lapu %

competitor's Lapu %

68

STOCK OF NARAINA

FINDINGS



MATCH COMPETITORS SCHEMES.



COMMUNICATE THE SCHEMES TO RETAILERS DAILY.



BETTER NUMBERS IN PRE  – PAID AS CUSTOMER REQUIRES CHOICE.



ENHANCE THE SERVICE IN AREAS WITH WEAK NETWORK.



COORDINATION

BETWEEN

DEPARTMENTS

MUST

BE

IMPROVED. 

THE ZBM & ZSM MUST VISIT THE ‗A‘ CLASS RETAILERS FREQUENTLY.

69

70

“CONCLUSION”



AIRTEL CONNECTIONS ARE SELLING BECAUSE OF BEST NETWORK COVERAGE.



GOOD RELATIONSHIP OF FOS. & REATILER IS BEING HELPFUL IN SELLING.



LARGE

MARKET

COVERAGE,

EASY

AVAILABILITY

OF

COUPONS. 

CUSTOMER CARE NUMBER DOES NOT CONNECTS EASILY AND EXECUTIVES THERE WERE ALSO NOT AWARE OF THE SCHEMES.

―Good service is the way to retain clients‖

71

72

Websites & Search Engine: www.airtelworld.com www.bhartiteleventures.com www.researchandmarket.com www.info-shop.com www.smartmobs.com www.yahoosearch.com

 AIRTEL‘s reports

Books & magazine on mobile communication

Marketing Management by Philip Kotler 

Research Methodology by C.R. Kothari

73

74

DECLARATION I Hereby Declare That The Summer Training Project Entitled “TO STUDY THE CUSTOMER SATISFACTION IN AIRTEL”

submitted in fulfilment of 

'PGDM” is of my original work and not submitted for the award of any other Degree, Diploma, Fellowship or other similar TITLE or PRIZE.

(ADITYASINGH)

QESTIONNAIRE

75

Dear Sir/Madam,

We are thankful to you for patronizing AIRTEL. We hope that you are satisfied with the product and quality of the services offered by the Airtel. As there is always scope for improvement, we would like to get your opinion in these areas. I would, therefore, request you to kindly assist us in our efforts by sparing a little time to give us your valuable feedback and suggestions in the feedback form below. Please do not hesitate to inform us of any observation that you think may be relevant. We assure you that we would try to come up to your expectations.

Name:………………………………………………………………………………………

Occupation: ..………………………………………………………………………………

Address: ………………………………………………………………………………………… Contact Number: …………………………..

1. WHICH PRODUCTS OF AIRTEL THEY WERE SELLING AND WHICH NOT?  ________________________________________________________________   ________________________________________________________________   _________________________________________________ 

2. WHY WERE THEY NOT SELLING THAT PARTICULAR PRODUCT.

76