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ABSTRACT
The story of the evolution of Asian Paints as a brand is interesting. The brand
now has an iconic status in the industry thanks to some blockbuster big ideas from
O&M. The brand once positioned as a mass market brand has evolved itself to a
higher plane.
Asian Paints Ltd. was established in 1942. More than half a century down the
lane, today Asian Paints is India's leading paint company. The name Asian Paints
itself is used as a synonym to home painting solutions. Asian Paints enjoys the
maximum paints market share in India since 1868. In Asia, Asian Paints holds the
third position and it is only going to get higher.
ASIAN Paints India Ltd, currently having the largest installed base of tinting
machines in the country, will install a further 650 tinting machines by the end of this
fiscal year, Mr Ashwin Choksi, Chairman, Asian Paints India Ltd, said.
Mr Choksi was speaking to reporters after the company's AGM here today. ``We are
in the process of tying up with banking institutions for financing costs related to
equipment and the installation of these tinting machines at the dealers,'' he said, not d
isclosing, however, the names of the banks being spoken to.
1
CONTENTS
CHAPTER-I 1-10
Introduction
Importance of the study
Need for the study
Scope of the study
Limitations
Research methodology
CHAPTER -II 11-19
Review of Literature
CHAPTER -III 20-35
Company profile
CHAPTER -IV 36-55
Data & Data analysis
CHAPTER-V 56-58
Findings & Suggestions
Annexure 59-64
Bibliography
2
CHAPTER – I
INTRODUCTION
3
SALES PROMOTIONAL ACTIVITIES
Promotion is true that products are manufactured to satisfy the needs of the
consumers. But alone is not enough. Today the responsibility of the manufacturers
does not cease with physical production whatever may be the nature of the product.
The present day marketers are consumer oriented where it is the duty of the
manufacturers to know from where, when, how and what price the products would be
available. Successful marketing consists in offering the right product of the right price
of the right place (and time) with right promotion.
In course of time, various activities came into vogue designed particularly to help
easy sale of goods. These activities commonly known as promotional Mix. The
marketing communication Mix also called as the “Promotion Mix” consists of four
major tools.
1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling
MARKETING COMMUNICATION PROCESS:
Generally marketing communication is undertake to pass on the message of a
product or sale to the ultimate consumers. Thus, there are three elements in this
process.
4
SCOPE OF THE STUDY
My Scope is limitation to one Branch. The scope of the study is to know various sales
promotions in Airtel. It is aimed at enlightening the company about different steps to
be taken up to increase the share of Airtel with regard other competitors and also to
make the company to provide better customer services.
IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a product, a
service or an AIRTEL. The real objective of advertising is effective communication
between producers and consumers. In other words the ultimate purpose all advertising
is “Increased awareness” list of the following specific objectives of advertising.
5
OBJECTIVES
To know the customer opinion about tariff rates of Airtel
To know the brand loyalty of Airtel
To know the influencing factors of Airtel
To know the market share of the Airtel
To know the sources of awareness for the customers
To identify the customers satisfaction level regarding the advertisement of
Airtel.
To find out the right media for advertising of Airtel in the view of customers.
To know the impact of advertisement on customers and on sales
To find out the customer attitude towards advertisement campaign of Airtel.
6
RESEARCH METHODOLOGY
One of the important tools for conducting marketing researching is the
availability of necessary and useful data. Data collection is more of an than science
the methods of marketing research are in a way the methods of data collection. The
sources of information fall under two categories.
Internal sources:
Every company has to keep certain records such as accounts, records, reports,
etc., these records provide sample information which can organizations usually
keeps collecting in its working.
External sources:
When internal records are insufficient and required information is not
available, the organizations will have to depend on external sources. The external
sources of data are:
Primary data:
Primary data are data gathered for a specific purpose or for a specific research
report.
For systematically collecting the data the closed end questionnaire is used.
The questionnaire consists of questions relating to various aspects of the study for
proper data collection the questionnaire is divided into 2 sections. Both the sections
are meant for the respondent only.
Secondary data:
Secondary data are data that are collected for another purpose and already
exist somewhere. Data pertaining to company is collected from company web site
7
company catalogues and magazines. The company profile gives a detailed report of
history various products manufacture by its etc.
METHOD OF RESEARCH
SURVEY METHOD:
A survey is a complete operation, which requires some technical knowledge
survey methods are mostly personal in character. Surveys are best suited forgetting
primary data. The researcher obtains information from the respondents by
interviewing them.
SAMPLING:
It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group should
be emanative cross section and really “representative” in character. This selection
process is called sampling.
SAMPLE SIZE:
Samples are devices for learning about large masses by observing a few individuals.
The selected sample is 25.
Sampling plan:
1.SAMPLING UNIT -The business people, professionals are survived
2. SAMPLING PROCEDURE - Stratified random sampling method is chosen.
The data collected from both the primary and secondary sources is tabulated and
presented in a systematic from prior to classification and interpretation.
8
METHOD OF SAMPLING
RANDOM SAMPLING METHOD
The method adopted here is random sampling method. A random sample is
one where each item in the universe has as equal chance of known opportunity of
being selected.
RESEARCH INSTRUMENT
QUESTIONNAIRE:
A Questionnaire is carefully completed logical sequence of question directed
to a define objective. It is the out line of what information is required and the
framework on which the data is built upon. Questionnaire is son commonly used in
securing market information that its preparation deserves utmost skill and care.
FORMS OF QUESTIONS
OPEN ENDED QUESTIONS:
They are descriptive in nature. Respondents are allowed to answer in their
own words. Such questions buying the actual opinion of the respondent regarding a
product.
CLOSED ENDED QUESTIONS:
They are not descriptive in nature. They will be given certain choices and the
respondents have to choose choice among them. They make analysis easy but
sometimes they restrict the respondents’ choices.
9
TYPES OF CLOSED ENDED QUESTIONS:
DICHOTAMS: a question offering two answers choice.
MULTIPLE CHOICE: a question offering three choices.
RATING SCALE: a scale that rates some attributes from “poor” to
“excellent”.
10
LIMITATIONS
1. Time is the main limitation for the study, as project was restricted only for 1
and half month.
2. The methods used in this project are random sampling methods and results
obtained may not be accurately fully accurate and believable.
3. The research has been centered to only hundred dealers of Twin Cities
(Hyderabad & Secundrabad), rather than innumerable dealers dealing with
different products of different brands across the globe.
4. The analysis is purely based on closed ended questions and due their
deliberate manipulation, important information may be lost and even barriers
of communication would cause a limitation.
5. The whole project research was confined to only Twin Cities(Hyderabad & Secundrabad).
6. The research was done with the help of employees of the organization for
some of the dealers and their barriers of communication or way to represent
the topic would differ and actual information would be lost.
7. The dealers responded during the survey were possessing primary education
and their views would not be able to provide the required information.
11
CHAPTER – II
Review of Literature
12
HISTORY OF CELL PHONES
CELLULAR PHONE
A type of wireless communication that is most familiar to mobile phones users.
It's called 'cellular' because the system uses many base stations to divide a service area
into multiple 'cells'. Cellular calls are transferred from base station to base station as a
user travels from cell to cell.
The basic concept of cellular phones began in 1947, when researchers looked at
crude mobile (car) phones and realized that by using small cells (range of service area)
with frequency reuse they could increase the traffic capacity of mobile phones
substantially. However at that time, the technology to do so was nonexistent.
A cell phone is a type of two-way radio. In 1947, AT&T proposed that the FCC
(Federal Communication Commission) allocate a large number of radio-spectrum
frequencies so that widespread mobile telephone service would become feasible and
AT&T would have a incentive to research the new technology. But there was a gap
between the initial concept of cellular service and its availability to the public. The
FCC decided to limit the amount of frequencies available in 1947, the limits made
only twenty-three phone conversations possible simultaneously in the same service
area - not a market incentive for research.
The FCC reconsidered its position in 1968, stating "if the technology to build a
better mobile service works, we will increase the frequencies allocation, freeing the
airwaves for more mobile phones." AT&T and Bell Labs proposed a cellular system to
the FCC of many small, low-powered, broadcast towers, each covering a 'cell' a few
miles in radius and collectively covering a larger area. Each tower would use only a
few of the total frequencies allocated to the system. As the phones traveled across the
area, calls would be passed from tower to tower.
13
INDIVIDUAL INVENTORS & MOBILE PHONE PATENTS
Radio Telephone System Inventors: Martin Cooper, Richard W. Dronsuth, ; Albert
J. Mikulski, Charles N. Lynk Jr., James J. Mikulski, John F. Mitchell, Roy A.
Richardson, John H. Sangster
Dr Martin Cooper, a former general manager for the systems division at
Motorola, is considered the inventor of the first modern portable handset. Cooper
made the first call on a portable cell phone in April 1973. He made the call to his rival,
Joel Engel, Bell Labs head of research. Bell Laboratories introduced the idea of
cellular communications in 1947 with the police car technology. However, Motorola
was the first to incorporate the technology into portable device that was designed for
outside of a automobile use. Cooper and his co-inventors are listed above.
By 1977, AT&T and Bell Labs had constructed a prototype cellular system. A
year later, public trials of the new system were started in Chicago with over 2000 trial
customers. In 1979, in a separate venture, the first commercial cellular telephone
system began operation in Tokyo. In 1981, Motorola and American Radio telephone
started a second U.S. cellular radio-telephone system test in the Washington/Baltimore
area. By 1982, the slow-moving FCC finally authorized commercial cellular service
for the USA. A year later, the first American commercial analog cellular service or
AMPS (Advanced Mobile Phone Service) was made available in Chicago by
Ameritech.
Despite the incredible demand, it took cellular phone service 37 years to
become commercially available in the United States. Consumer demand quickly
outstripped the 1982 system standards. By 1987, cellular telephone subscribers
exceeded one million and the airways were crowded.
14
Three ways of improving services existed:
One - increase frequencies allocation
Two - split existing cells
The FCC did not want to handout any more bandwidth, and building/splitting
cells would have been expensive and would have added bulk to the network. To
stimulate the growth of new technology, the FCC declared in 1987 that cellular
licensees could employ alternative cellular technologies in the 800 MHz band. The
cellular industry began to research new transmission technology as an alternative.
WIRELESS PCS TECHNOLOGY
PCS (Personal Communication Services): Used to describe a newer class of
wireless communications services recently authorized by the FCC. PCS systems use a
different radio frequency, the 1.9 GHz band, than cellular phones and generally use
all-digital technology for transmission and reception.
After the Federal Communications Commission (FCC) declared in 1987 that
cellular licensees could employ alternative cellular technologies in the 800 MHz band,
the cellular industry began to research new transmission technology as an alternative
to AMPS (Advanced Mobile Phone Service) that had been the industry standard since
1978.
In 1988, the (CTIA) was established to work with the cellular service operators
and researchers to identify new technology requirements and set goals. They wanted
the new products and services introduced by 1991, a 1000% percent increase in
system capacity with both AMPS (analog) and digital capability during transmission,
and new data features such as fax and messaging services.
15
The (TIA) created a standard specification based on the requirements the CTIA
had recommended. The TDMA Interim Standard 54 or TDMA IS-54 was released in
early 1991. The technology was tested that same year in Dallas and Sweden. In 1994,
the FCC announced it was allocating spectrum specifically for PCS technologies at the
1900 MHz band. Three major standards have been released since 1991. All of these
new digital wireless standards are currently being used in PCS.
WIRELESS STANDARDS
Analog Service: A method of modulating radio signals so that they can carry
information such as voice or data. Analog cellular phones work like a FM radio. The
receiver and transmitter are tuned to the same frequency, and the voice transmitted is
varied within a small band to create a pattern that the receiver reconstructs, amplifies
and sends to a speaker. The drawback of analog is the limitation on the number of
channels that can be used.
Digital Service: A method of encoding information using a binary code of 0s and 1s.
Most newer wireless phones and networks use digital technology. In digital, the
analog voice signal is converted into binary code and transmitted as a series of on and
off transmissions. One of digital's drawbacks is that there are three digital wireless
technologies, CDMA, TDMA and GSM. Phones that work with one technology may
not work on another.
Time Division Multiple Access (TDMA) is an update to TDMA IS-54, also
called Digital AMPS or D-AMPS. Released in 1994, TDMA IS-136 uses the
frequency bands available to the wireless network and divides them into time slots
with each phone user having access to one time slot at regular intervals. TDMA IS-
136 exists in North America at both the 800 MHz and 1900 MHz bands. Major US
carriers using TDMA are AT&T Wireless Services, Bell South and Southwestern
Bell.
16
CDMA IS-95 (Code Division Multiple Access) is based on a form of spread spectrum
technology that separates voice signals by assigning them digital codes within the
same broad spectrum. CDMA type technology dates back to the 1940s, when spread
spectrum technology was used in military communications systems because it was
resistant to interference from enemy signals. The corporation began developing a
CDMA wireless system in the late 1980s that was accepted as a standard in 1993 and
went into operation by 1996. CDMA also exists at both the 800 MHz and 1900 MHz
bands. The major US carriers using CDMA are Air Touch, Bell Atlantic/Nynex, GTE,
Primeco and Sprint PCS.
GSM (Global System for Mobile Communications) is based on a improved version of
TDMA technology. In 1982, the Conference of European Posts and
Telecommunications (CEPT) began the process of creating a digital cellular standard
that would allow users to roam from country to country in Europe. By 1987, the GSM
standard was created based on a hybrid of FDMA (analog) and TDMA (digital)
technologies. GSM engineers decided to use wider 200 kHz channels instead of the 30
kHz channels that TDMA used, and instead of having only 3 slots like TDMA, GSM
channels had 8 slots. This allowed for fast bit rates and more natural-sounding voice-
compression algorithms. GSM is currently the only one of the three technologies that
provide data services such as email, fax, internet browsing, and intranet/LAN wireless
access, and it's also the only service that permits users to place a call from either North
America or Europe. The GSM standard was accepted in the United States in 1995.
GSM-1900 cellular systems have been operating in the US since 1996, with the first
network being in the Washington, D.C. area. Major carriers of GSM 1900 include
Omnipoint, Pacific Bell, BellSouth, Sprint Spectrum, Microcell, Western Wireless,
Powertel and Aerial.
17
CHAPTER – III
INDUSTRY PROFILE
18
VARIOUS SERVICE PROVIDERS IN INDIA
Airtel LimitedAirtel Limited
Aitcel Limited is the Cellular Operator in Tamil Nadu Cellular Circle (Tamil Nadu
except Chennai and including Pondicherry).
Promoters:
Airtel Limited is a part of the Sterling Infotech Group founded by Mr. C.
Sivasankaran.
The Sterling Group has been in operation for over 2 decades and is promoting the
cause of stable business opportunities catering to a need-based society thus
contributing significantly to the quality of life for people across the country.
Tracing its roots back to the early 80s, the Sterling Group revolutionized the then
infantile PC Market with the launch of a series of Siva PCs. The Sterling Group
Companies include Dishnet DSL Limited, one of the leading Internet Service Provider
in the country and the only ISP provider offering Digital subscriber line in the country.
Sterling Agro Products Processing Pvt. Limited, leading exports of gherkins and Fresh
& Honest Cafe Limited, engaged in export of coffee beans and distribution of coffee
vending machines.
Technology partners:
The Technology partners of Airtel are Ericsson who provide the Mobile Switching
Centers and Base Stations & Fujitsu who provide the MW Backbone. Airtel has a
network of more than 100 exclusive agents across Tamil Nadu.
Launch of services:
Airtel launched its operations in April 1999.
19
Airtel Digilink India Limited
Airtel Digilink India Limited, provides cellular services in the circles of Haryana,
Rajasthan and UP (East) under the brand name "Essar".
Promoters:
The Essar Group is one of India's leading business conglomerates, with an asset base
of over US$ 4 billion (Rs. 170 billion). The Group is committed to the development of
core sector and infrastructure businesses in India and abroad. Essar Group is actively
involved in five principal businesses viz., Steel, Shipping, Oil & Gas, Power and
Telecommunications. Each of Essar's businesses has been carefully synergised with
the others to form one single integrated whole.
Technology Partners:
The company uses world-renowned technology from Siemens in building and
operating its North Indian Network. ADIL offers a basket of GSM Phase I and Phase
II features. It offers voice, fax, data and other facilities.
Launch of Services:
Airtel Digilink India Limited (ADIL), was incorporated in March 1995 and was
subsequently inducted into the Essar group in 1996.
UP (East): ADIL launched its UP (East) services in May 1997.
Haryana: ADIL's services in Haryana commenced in June 1997.
Rajasthan: ADIL's services in Rajasthan were started in December 1996.
Pre-paid Services:
The Company launched its pre-paid services under the brand-name "Tring"
20
Bharti Cellular Limited
Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai
(Metro), UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP
The company offers services under the brand name "AirTel".
Technology Partners:
AirTel has been immeasurably strengthened by its partnership with British
Telecom U.K. and Telecom Italia of Italy. AirTel services are in technical alliance
with Ericsson, has provided AirTel subscribers with a truly world class network.
Bharti Mobile Limited
Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab
under the brand name "Airtel"
Promoters:
Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.
Technology Partners:
AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the
telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti
Enterprises India.
The Bharti Enterprises, established in 1976, is today a multifaceted organisation
and a leading group involved in the manufacturing and the services sector. Its key
focus is on the marketing and operations of a comprehensive range of telecom services
in addition to the Healthcare sector.
Launch of Services:Karnataka: AirTel launched it's services in Karnataka on May
13,2000. The services in Punjab started in February 2002.
21
Airtel is brought by Bharti Enterprises, India's leading telecom conglomerate,
through its company, Bharti Mobile Limited. Bharti Enterprises has revolutionized
Indian telecommunications with its world-class products and services.
Pre-paid Card:
The pre-paid card "Magic" is a nation wide brand.
Bharti Mobinet Limited
Service Area: Chennai (Metro)
Brand Name: Air Tel
Bharti Mobitel Limited
Service Area: Kolkata (Metro)
Brand Name: Air Tel
Bharti Mobitel is the cellular licensee for the Kolkata Metro.
Bharti Enterprises has been at the forefront of technology and has
revolutionized telecommunications with its world class products and services.
Established in 1976, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit. Bharti has many joint ventures with world
leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden;
Asian infrastructure find, Mauritius; International Finance Corporation, USA and New
York Life International, USA.
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.
22
Pre-paid Services:
The company operates its pre-paid service under the brand name "Magic".
Bharti Telenet Limited
Service Area : Himachal Pradesh
Brand Name: Air Tel
BPL Cellular Limited
BPL Cellular Limited (BCL) is the licensee to provide cellular mobile services in the
States of Maharashtra (excluding Mumbai but including Goa), Tamil Nadu (excluding
Chennai but including Pondicherry) and Kerala.
The company offers services under the brand name BPL Mobile.
Promoters:
BPL Cellular Ltd. is a joint venture between, BPL, India's No.1 Consumer durable
giant and AT&T Broadband.
Technology Partners:
A reliable and world-class quality network supported by world's leading
technology vendors like NOKIA, MOTOROLA and LHS. Reliability ensured through
3700 km. Of Digital Microwave backbone across the 5 states using the latest SDH
technology and sound clarity with EFR technology. The company has in-house
technical expertise in RF planning and initially used the tool Planet, licensed from
Mobile Systems International (MSI), to plan the KR engineering and network design
for each of the circles.
23
Launch of Services:
The company commenced services in January 1997 in Pune, Maharashtra.
Since its first year of operations, the company has been offering a wide range of
products and services.
Prepaid Services:
The company's prepaid service is marketed under the brand name "BPL Mobile
On The Spot" (commonly referred to as 'MOTS').
BPL Mobile Communications
BPL Mobile is the cellular service provider for the metropolitan city of
Mumbai, New Mumbai & Kalyan Telecom Circles and offers services under the brand
of BPL Mobile.
Promoters:
BPL Mobile is a joint venture between the BPL Group and France Telecom.
The BPL Group is widely regarded as a successful, dynamic business house with more
than two decades of successful consumer marketing expertise. It occupies the top slot
in terms of market share in all its areas of operation. The Group has five focus areas:
telecom, consumer electronics, home appliances, components and power. In telecom,
the BPL Telecom Business Group (TBG) has over three decades of expertise in
manufacturing, designing and marketing telecom and IT products and solutions.
Infrastructure Vendors: Siemens, Motorola and Nokia
Foreign Partners: France Telecom
24
Launch of Services:
The company commercially launched its services on October 2, 1995.
Pre-paid Services:
BPL Mobile's prepaid services are marketed under the brand name "MOTS" - Mobile
on the Spot.
Bharat Sanchar Nigam Limited (BSNL)
On October 1, 2000 the Department of Telecom Operations, Government of
India became a corporation and was christened Bharat Sanchar Nigam Limited
(BSNL). Today, BSNL is the No. 1 Telecommunications Company and the largest
Public Sector Undertaking of India and its responsibilities include improvement of
the already impeccable quality of telecom services, expansion of telecom network,
introduction of new telecom services in all villages and instilling confidence among
its customers.
Responsibilities that BSNL has managed to shoulder remarkably, deftly.
Today with a 43million line capacity, 99.9% of its exchanges digital, nation wide
Network management & surveillance system (NMSS) to control telecom traffic and
nearly 3,55,632 route kms of OFC network, Bharat Sanchar Nigam Ltd is a name to
reckon with in the world of connectivity. Along with its vast customer base, BSNL's
financial and asset bases too are vast and strong. Consider the figures, as they speak
volumes on BSNL’s standing:
Telecom Circles Metro Districts
25
Andaman & Nicobar Telecom Circle Kolkata
Andhra Pradesh Telecom Circle Chennai
Assam Telecom Circle Project Circles
Bihar Telecom Circle Eastern Telecom Project Circle
Chattisgarh Telecom Circle Western Telecom Project Circle
Gujarat Telecom Circle Northern Telecom Project Circle
Haryana Telecom Circle Southern Telecom Project Circle
Himachalpradesh Telecom Circle IT Project Circle, Pune
Jammu & Kashmir Telecom Circle Maintenance Regions
Jharkhand Telecom Circle Eastern Telecom Maintenance
Region
Kerala Telecom Circle Western Telecom Maintenance
Region
Madhya pradesh Telecom Circle Northern Telecom Maintenance
Region
Maharashtra Telecom Circle Southern Telecom Maintenance
Region
North East-1 Telecom Circle Specialized Telecom Units
North East-11 Telecom Circle Date Networks
Orissa Telecom Circle National Centre for Electronic
Switching
Punjab Telecom Circle Technical & Development Circle
Rajasthan Telecom Circle Quality Assurance
Tamil Nadu Telecom Circle Production Units
UP (East) Telecom Circle Telecom Factory, Mumbai
UP (West) Telecom Circle Telecom Factory, Jabalpur
Uttaranchal Telecom Circle Telecom Factory, Richhai
26
West Bengal Telecom Circle Telecom Factory, Kolkata
Training Institutions Other Units
Advanced Level Telecom Training
Centre
Telecom Stores
B.R. Ambedkar Institute of Telecom
Training
Railway Electrificatiion Poject
National Academy of Telecom
Finance and Management
Telecom Electrical Wing
Regional Telecom Training Centers
Escotel Mobile Communications:
Escotel Mobile Communications operates cellular phone services in state circles of
Uttar Pradesh (West), Haryana and Kerala.
The company offers cellular services under the brand name of Escotel.
Promoters:
Escotel Mobile Communications is a joint venture company between Escorts Limited
and the First Pacific Company Limited of Hong Kong. Escorts Limited has 51 per cent
equity stake in Escotel, while First Pacific holds 49 per cent.
First Pacific Company Limited with a market capitalization of $2 billion and a
turnover of $2.9 billion is a global corporation that operates in 20 countries. It has
interests in telecommunication, banking, real estate and marketing. The company
employs over 50,000 people worldwide. First Pacific has been a pioneer in bringing
digital cellular technology in Hong Kong and now operates the biggest and fastest
growing telecom business in Philippines.
27
Escorts Limited is the flagship company of the Rs. 34 billion Escorts Group. The
Escorts Group is a diversified conglomerate with agri-machinery, bi-wheelers, earth-
moving equipment, financial services, health services, auto components,
telecommunication equipment and services as its focus areas. It has modern
manufacturing facilities and an extensive marketing network spread nationwide.
Technology Partners:
The technology partners of Escotel are Lucent Technologies (formerly Bell Labs) &
Sema Group Telecom, UK
Launch of Services:
Escotel commenced operations in December 1996/ January 1997 and was the first to
launch its service in all the three circles.
Pre-paid Services:
The Pre-paid card in Kerala is known as Let's Talk and it is called V-Tel in UP (W)
and Haryana.
Hexacom India Limited
Hexacom India Ltd. is the cellular licensee of Rajasthan and operates under the brand
name "Oasis Cellular"
Promoters:
Hexacom India Ltd. has been promoterd by a consortium of Telecom majors including
Shyam Telecom Limited (STL), Telecommunications Consultants India Limited
(TCIL) and Telesystems International Wireless (TIW), Canada.
TCIL is a public sector unit under the Ministry of Communications. One of the
leading telecom companies, it is the only Government agency to have a presence in the
cellular market. TCIL has projects in over 30 countries. 28
Shyam Telecom Limited is an ISO 9001 company and one of the largest suppliers of
radio, microwave and other telecom equipments in India, with established research
and development expertise and a strong export arm. STL is the licensee to provide
basic telecom services in Rajasthan and it is all set to start operations with the brand
name "Tele Links".
Foreign Partner:
The principle foreign partner in the consortium, TIW is the international arm of
Telesystem Limited, Canada's largest telecom organisation in the private sector. TIW
is dedicated to wireless operations, basic services and is a specialist in high growth
markets. TIW is also a leading provider of trunked mobile radio services in France and
the UK, as well as paging services in Mexico and the Netherlands.
IDEA Cellular Limited
IDEA Cellular Limited, formally known as Birla Tata AT&T Communication
Limited is the cellular operator in the circles Maharashtra, Gujarat, Andhra Pradesh,
Madhya Pradesh and Delhi (Metro) under the brand name "IDEA".
Technology Partners:
Technologically Birla AT&T Communication Limited has adopted the superior
CME-20 system architecture from Ericsson –one of the largest manufacturers of GSM
equipment in the world.
Launch of Services:
The cellular service was launched in the Gujarat circle in January 1997 and in the
Maharashtra Circle (excluding Mumbai, including Goa) in March 1997.
29
Established in 1947, the Aditya Birla Group is on of the leading business
houses in India. The Group has its presence across various sectors including cement,
viscose staple fibre, engineering, textiles, power, telecommunication, industrial
chemicals, petroleum and financial services.
AT&T is the largest telecommunication company in the world offering a complete
range of communication services. AT&T started its operations in 1885 and is present
in over 200 countries. In the United States – its parent country, AT&T Corp. is a
leading long –distance carrier, wireless operator and provider of video data and
Internet services.
Pre-paid card:
The Idea Cellular Pre-paid Card is called as "Idea Chitchat".
Mahanagar Telephone Nigam Limited
The company is the cellular licensee of the Delhi (Metro) and Mumbai (Metro)
under the brand name "Dolphin".
Launch of services:
The Company launched its services on February 2001 in both the Delhi and Mumbai
metros.
Pre-paid Services:
The pre-paid card is called "Trump".
Reliance Telecom Limited
Reliance Telecom limited is the Cellular Services Operator in seven circles - Bihar,
Orissa, Madhya Pradesh, Himachal Pradesh, West Bengal, Assam and North-East. The
licence area includes 13 states covering more than 35 % of India's landmass and 33 %
of India's population. The company offers its services under the brand name of
30
Reliance Mobile.
Promoters:
Reliance Telecom limited has been promoted by India's largest private sector
company, Reliance Industries limited with a minority equity participation by Bell
Atlantic - Nynex Inc.
Reliance Telecom's major coverage lies in the eastern region of the country,
where there is an opportunity to supplement the existing fixed line network which has
remained underdeveloped due to historical reasons. Reliance Telecom has been
successful in a short span of time in setting up network and providing cellular services
across seven Circles.
Technology Partners:
The MSCs for Reliance Mobile have been supplied by Ericsson , BSC/ BTS by Motorola and the Billing System by Siemens Nixdorf. Reliance Telecom Limited offers services such as post-paid service, prepaid card, voice mail, roaming and inter - city cellular service. With networks covering six contiguous circles in Central and Eastern India.
RPG Cellular Services Limited
RPG Cellular is the cellular licensee for the Chennai Metro and operates under the
brand name "RPG Cellular".
Promoters:
The RPG Group has promoted RPG Cellular Services Ltd (RCSL) in association with
two of the largest GSM cellular operators in the world - AirTouch Communications
Inc., U.S.A. and Vodafone Group Plc., U.K.
31
AirTouch is one of the world's largest wireless communication companies with global
interests in cellular, paging and personal communications services. The Company is
the largest cellular service operator in the world with over 17 million subscribers.
Vodafone is a leading global provider of mobile telecommunications services in U.K.
and Australia and several other countries across Europe and Asia and has over 10
million customers worldwide. The Company also has participation in the Globalstar
Satellite Communication System.
32
CHAPTER – IV
COMPANY PROFILECOMPANY PROFILE
33
INTRODUCTION
"As we spread wings to expand our capabilities and explore new horizons, the fundamental focus
remains unchanged: seek out the best technology in the world and put it at the service of our ultimate
user: our customer."
Sunil Bharti Mittal (Group Chairman and Managing Director)
Bharti Enterprises has been at the forefront of technology and has revolutionised
telecommunications with its world-class products and services.
Established in 1985, Bharti has been a pioneering force in the telecom sector
with many firsts and innovations to its credit, ranging from being the first
mobile service in Delhi, first private basic telephone service provider in the
country, first Indian company to provide comprehensive telecom services
outside India in Seychelles and first private sector service provider to launch
National Long Distance Services in India. As of October 31, 2004, Bharti had
approximately 9.83 million total customers – nearly 9.06 million mobile and
776,000 fixed line customers.
Its services sector businesses include mobile operations in Andhra Pradesh,
Chennai, Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala,
Kolkata, Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab,
Rajasthan, Tamil Nadu, Uttar Pradesh (East) circle, Uttar Pradesh (West) circle
and Jammu & Kashmir. In addition, it also has a fixed-line operations in the
states of Madhya Pradesh and Chattisgarh, Haryana, Delhi, Karnataka and Tamil
Nadu and nationwide broadband and long distance networks.
Bharti has recently launched national long distance services by offering data
transmission services and voice transmission services for calls originating and
terminating on most of India's mobile networks.
The Company is also implementing a submarine cable project connecting
Chennai-Singapore for providing international bandwidth.
34
1. Group overview
2. Group structure
Introduction
Bharti Teletech, the manufacturing arm of Bharti Enterprises, with an installed capacity
of 5 million telephone sets per annum, is India's leading manufacturer of high quality
telephones.
Today Bharti Teletech is the major PTT supplier in South Asia. It has ISO 9002
accreditation and also an OEM for Sprint Corporation and Siemens. It's range of products
marketed under the brand name Beetel constitute a 30% market share in India thereby
making it the market leader in the domestic market.
Bharti Teletech has also found a growing market in Russia, Singapore, Sri Lanka,
Romania, Bahrain, Qatar, Jordan, Dubai, Yemen, Oman, Uganda, Nigeria, Tanzania,
Seychelles, Zimbabwe, South Africa and USA.
35
Services
Accomplishments
Connecting India - Growing Presence
1999 Pre-4th
Licence
Post-4th
Licence
Number of Mobile Circles 2 5 19
Number of Fixed-Line Circles 1 1 6
Population covered in our licensed area (%) 2% 16% 58%
Area covered in our licensed areas (%) 2% 16% 56%
Wireless Coverage Area(% of Mobile
Customers covered)16% 38% 96%
The largest private sector integrated telecommunications services group in India in terms of the number of customers.
Largest Mobile footprint in India, covering 18 of the 23 licensed areas.
Proven track record of managing growth - both organic as well as by way 36
of acquisitions.
First and largest private telecommunications services company offering fixed-line services in India.
Existing foreign shareholders have acquired direct and indirect equity interests in the Company for a total consideration exceeding US$1 billion.
First private telecommunications company to launch long distance services.
First off the block to launch fixed-line services in all the four circles of Delhi, Haryana, Karnataka and Tamil Nadu.
37
CORPORATE STRUCTURE
Management Structure
38
The group has been structured to create functional and operational specialisation with a
linear vision of business lines and functional areas.
The Company is headed by Chairman and Group Managing Director- Sunil Bharti
Mittal who is assisted by two Joint Managing Directors- Akhil Gupta and Rajan Bharti
Mittal. The Company also has two Presidents- President Mobile Services and President
Infotel Services, this responsibility includes Fixed-line, Long Distance and Broadband
Services. The Presidents report to the Group Chairman and Managing Director. The head
of units and SBUs report to the respective business's President.
An apex team of Corporate Directors has been constituted. The corporate directors have
supervisory and strategic responsibilities for functional areas across business lines. The
directors oversee functional areas including Business Development, Human Resources,
Marketing, Corporate Communication, IT & Technology, Finance, Legal, Corporate
Affairs, Corporate Strategy & Planning and Supervisory Director cum Chief Mentor -
mobility.
39
The organisation structure is designed to ensure that identical businesses are run along
similar lines and best resources in any functional field, be tapped to serve the best
interests of the entire group.
The structure also defines the role of the Head of the units who are totally empowered to
manage their respective companies and are fully responsible for business operations to
build world-class organizations with a high degree of customer focus.
BOARD OF DIRECTORS
MR. SUNIL BHARTI MITTAL
MR. RAKESH BHARTI MITTAL
MR. RAJAN BHARTI MITTAL
Footprint
40
Mobile Division
Overview
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 34.77 million subscribers as of
October 31, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 3.4% as
of October 31, 2004, is 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 2006 it is projected at 50 million by COAI and 44 million by Gartner.
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.
41
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in
all the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of October 31, 2004, approximately 96% of India's total mobile subscriber market
resided in the Company's nineteen 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:
42
Source:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001.
The population for Uttar Pradesh (West) circle is approximately 37% of the total
population for the state of Uttar Pradesh.
(2) Wireless subscriber statistics are as of Oct 31, 2004 and are based on data released by
COAI. Wireless market size comprises the total number of wireless 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.
Introduction
Bharti Telesoft, the telecom and e-commerce venture of Bharti Enterprises , India has
maintained a very close track on technology and new services to help its customers and
partners thrive on change. Bharti Telesoft is an Indian software company with a clear
distinction. As part of India's largest telecom group, it is uniquely able to harness rich
domain experience to the customer's benefit. Instead of being an IT company providing
telecom solutions, we pride ourselves in being just the opposite!
43
Bharti Telesoft is fast on the way to attaining a position of leadership in the IT world,
through its clear focus on telecom, backed by rich domain expertise. The company has
one of the best development facilities in the country, and has offices in India, United
States and United Kingdom.
Bharti Healthcare
The corporate ethos of providing the best to our customers carries extra relevance when
it comes to healthcare products. One sector where quality implies the saving of lives and
the promotion of healthy living. Offering quality support to the pharmaceutical industry,
Bharti Healthcare has been engaged in the manufacture of empty hard Gelatine capsules
since 1982.
ABOUT AIRTEL
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 1976, Bharti has been a pioneering force in the telecom sector
with many firsts and innovations to its credit. Bharti has many joint ventures with world
leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian
infrastructure find, Mauritius; International Finance Corporation, USA and New York
Life International, USA.
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. It has over four million satisfied customers.
44
So come explore the making of the brand which touches the lives of 600 million people
across 16 states of India. From the meaning of our logo to downloadable goodies for your
computer, it's all here
BRAND & ADVERTISING:-
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:
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 counterform 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.
The Airtel Colour Palette
The lettering is grey so that the pure black of Airtel is visually unharmed.
45
DESKTOP DOWNLOADS:-
Here's some cool downloads to liven up your desktop. Go ahead... Express Yourself.
46
Organisation Structure:
Awards and Recognitions
47
2010-11
AIRTEL has won the ‘Most Preferred Cellular Service Provider Brand’ award
at the CNBC Awaaz Consumer Awards in Mumbai. This is 6th year in a row
that AIRTEL has won the award in this category. This year, the awards were
based on an exhaustive consumer survey done by The Nielsen Company. Over
3,000 consumers, spanning 19 cities and 16 states in India, rated brands across
different categories to choose brands which delivered true value for money.
Bharti AIRTEL has received the prestigious Businessworld-FICCI-SEDF
Corporate Social Responsibility Award 2009-2010. The FICCI Socio Economic
Development Foundation (FICCI-SEDF) and Businessworld CSR award was
instituted in 1999 to recognize exemplary responsible business practices by the
Indian industry.
2009-10
Bharti AIRTEL rated as India’s Best Enterprise Connectivity Provider for 2009
at the Annual Users’ Choice Awards instituted by PC Quest.
Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for
2009 at the Telecoms World Awards Middle East by Terrapin.
AIRTEL was rated as the ‘Strongest Brand’ in the Economic Times Brand
Finance Brand Power Rating 2009. It is the only Corporate Brand to be awarded
the AAA rating Sunil Bharti Mittal conferred with the Lal Bahadur Shastri
National Award for Excellence in Public Administration, Academics and
Management.
AIRTEL ranked second in the Economic Times-Brand Equity Most Trusted
Brand Survey 2009.
48
Bharti AIRTEL ranked India’s second most valuable company, by Business
Today in 2009.
Bharti AIRTEL listed in Forbes Asia’s Fabulous 50 companies, 2009 on
number sixth position.
Bharti AIRTEL was recognized as the ‘Service Provider of the Year’ and
‘Wireless Service Provider of the Year’ at the Frost & Sullivan Asia Pacific ICT
Awards 2009.
Bharti AIRTEL bagged the Best Carrier India Award and the Ovum Telco-
Transformation Award at the Telecom Asia Awards 2009.
Bharti AIRTEL was ranked sixth among the top 100 best performing
technology companies in the world, compiled by BusinessWeek for the year
2009. The company is placed ahead of global technology leaders like Apple
(19), Microsoft (22) and Google (37) in this exclusive list.
Sunil Mittal received the Madras Management Association (MMA) Business
Leadership Award for 2008-09 for revolutionising Indian telecom.
Bharti AIRTEL was selected as one of the top 10 winners of the IDC Enterprise
Innovation IT Awards 2009 across APAC region for its BSS Transformation
Project.
Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute
(Germany).
Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by
the University of Leeds, UK.
49
Bharti AIRTEL received the ‘Best Content Service’ Award for the AIRTEL-
IFFCO Farmer Information Dissemination Platform at the World
Communications Awards in London.
Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for
2009 at the Telecoms World Awards Middle East. Telecoms World is one of the
flagship annual awards by Terrapin, one of the leading business media
organizations for international telecom carriers and service providers.
bharti AIRTEL’s low cost computing device AIRTEL Net PC was recognized
by Hindustan Times as one of the ‘Top 9 Best Tech Products of 2009’.
Bharti AIRTEL has been ranked among six best performing
technology companies in the world by Business Week. Bharti AIRTEL was
awarded the Most Preferred Cellular Service Provider Award at the CNBC
Awaaz Consumer Awards 2009.
Bharti AIRTEL has been awarded the NDTV Profit Business Leadership
Award 2009 in the Telecom Sector. NDTV Profit Business Leadership Awards
have been instituted to award organizational excellence. The awards promise to
acknowledge the best, the brightest and the most dynamic of Indian
organizations that have emerged leaders in their respective verticals.
Bharti AIRTEL bagged top honours in the Voice & Data 100 Survey, winning
five of the Voice & Data Telecom Awards 2009. Bharti AIRTEL was named
the Top Telecom Services Provider of the Year 2009. Manoj Kohli, CEO and
Joint MD of bharti AIRTEL, was named the Voice & Data Telecom Person of
the Year 2009. The Awards also named bharti AIRTEL, the Top VSAT Player
2009, the Top NLD Player 2009 and Top Cellular Services Provider 2009.
50
Bharti AIRTEL has recently won multiple recognitions in the field of
Information Technology such as Spamhaus Group Whitehat Network Star,
Security Strategist Award (Technology Senate 2009), Intelligent Enterprise
Award (Technology Senate 2009) & CIO hall of fame.
2008-09
Voted India's most innovative company – in a survey conducted by The Wall
Street Journal in 2008.
Winner of the "Gallup Great Workplace Award"- Gallup Consulting, 2008.
"2nd Most Trusted Service Brand" - Annual Economic Times-Brand Equity,
Most Trusted Brands survey 2008.
'Best Content Service Award' for its Farmer Information Dissemination
Platform for bharti AIRTEL’s joint venture with IFFCO, IKSL (IFFCO Kisan
Samachar) - World Communications Awards 2008.
Best Project Management' Award for its Gujarat e-GRAM project - World
Communications Awards 2008.
"Best Telecom Company" at the NDTV Profit Business Leadership Awards.
Best Carrier India for innovative products & services and efficient cost
models and the Ovum Telco-Transformation award recognizing philosophy
and execution of a successful outsourcing strategy at the Telecom Asia Awards
2008.
Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award
2008. The highest honour in global telecom sector, recognized his tremendous
contribution to the development of India's telecom sector.
51
Sunil Bharti Mittal adjudged the “Business Leader Transforming India,
2008" at the NDTV Profit Business Leadership Awards.
52
CHAPTER – V
THEORITICALTHEORITICAL BACKGROUNDBACKGROUND
53
SALES PROMOTIONAL ACTIVITIES
Promotion is true that products are manufactured to satisfy the needs of
the consumers.. But alone is not enough. Today the responsibility of the
manufacturers does not cease with physical production whatever may be the
nature of the product. the present day marketers are consumer oriented where it
is the duty of the manufacturers to know from where, when ,how and what price
the products would be available. Successful marketing consists in offering the
right product of the right price of the right place (and time) with right
promotion.
In course of time, various activities came into vogue designed particularly
to help easy sale of goods. These activities commonly known as promotional
Mix. The marketing communication Mix also called as the “Promotion Mix”
consists of four major tools.
1.Advertising.
2.Sales Promotion
3.Publicity
4.Personal Selling
MARKETING COMMUNICATION PROCESS:
Generally marketing communication is undertake to pass on the message
of a product or sale to the ultimate consumers. Thus, there are three elements in
this process.
54
IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a product,
a service or an AIRTEL. The real objective of advertising is effective
communication between producers and consumers. In other words the ultimate
purpose all advertising is “Increased awareness” list of the following specific
objectives of advertising.
To make on immediate AIRTEL
To build primary demand
To introduce a price deal
To inform about a products availability
To increase market share
To help salesman by building on awareness of a product among retailers
To increase the frequency use of a product.
To build overall company image
To build brand recognition
PERSONAL SELLING
The process of selling is ensured by personal selling supposed
by advertising and sales promotion. Of these three methods personal selling
occupies the predominant role mainly because of the personal element involves.
It may be described as a personal source rendered to the community in
connection with marketing of goods. It is a marketing process with which
consumers are personally persuaded to by goods and services offered by a
manufacturer. The most powerful element in the promotional mix is salesman
ship, is not something very new. Even centuraries ago salesman ship was
practiced in Greece and Rome. According to Peter Drucker Cyrus Mecornie was
the first man to use modern technique of selling.
55
Features :
1. It helps to establish a cordial and obiding relationship between the
organization and its customers.
2. It is a creative art. It creats wants a new.
3. It is a science, in the sense that “One human mind influences another
human mind”.
4. Personal selling imparts knowledge and technical assistance to the
consumers.
SALES PROMOTION
Promotion includes all those functions which have to do with the
marketing of a product all other activities designed to increase and expand the
market. But it is clearly distinguished from advertising and personal selling,
through basic aim or all the three is one and the same viz., to increase the
volume of sales.
Sales Promotion:
Contests, Games
Sweep stakes, Lotteries
Premiums
Sampling
Fairs and Trade shows
Exhibs
Demonstrators
Couponing
Rebates
Low interest Financing
Entertainment
56
Trade – in – allowances
Trade stamps
“Sales promotion in a specific sense, refers to those sales activities that
supplement both personal selling and advertising and co-ordinationate them and
help to make them effective , such as displays, shows and expositions,
demonstrations and other non recurrent selling efforts not in the ordinary
routine”.
In a general sense the sales promotion includes “ personal selling,
advertising and supplementary selling activities”.
Evaluation of Sales Promotion :
Two decades ago, there was no agreement among the marketing people
that there was a separate sales promotion function. In those days, promotion was
a “share- run to gain a short run good”. The importance of sales promotion is
modern marketing has increased mainly an account of its ability in promoting
sales and preparing the ground for future expansion. The main objectiveof sales
promotion is to attract the prospective buyer towards the product.
PUBLICITY
The publicity is derived as “Any form of commercially significant news
about a product, and institution, a service, or a person published I a space or
radio i.e. not paid for by the sponser”. In short advertisement is paid form of
publicity. It is to be noted here that though the terms ’ADVERTISING ‘ AND ‘
Publicity’ or differences in the field of marketing, both are used
interchangeably.
57
The media are broadly classified into direct indirect. Direct method of
advertising refers to such methods used by the advertiser with which he could
established a direct contact with the prospects. Most of the media are indirect in
nature EX: Free Publicity, cinema, etc.
Press Publicity:
This remains the most popular method of publicity to day. News papers
and magazines have become a part of cultural and political life of the people.
Now press publicity takes two forms.
(a) News Papers
(b) Magazines
(a) New papers :
The abbreviation for news papers is “ North. East, West, South past and
present event report”. News papers are bought largely for their news value. As
such they are appropriate for announcing new products and new development of
existing products. Because of their frequency of publication, they are also well
suited to opportunity makers, the various advantages may be summed up as
follows :
They reach nook and corner, so their coverage is high.
High frequency enables speedy preparation and publcation of
advertisement.
News papers offer a lot of flexibility. According to the convenience and
necessity of the advertises the shape and size of advertisement could be
changed.
Advertising in news papers is a cheap method of advertising from the
company point of view.
58
The news papers advertising sponsor four kinds of advertising
Classified advertisement EX : House for sale” etc.,
General advertisement
Teaser advertisement
News type advertisement
(b)Magazines :
Another media under press publicity is magazines, and journals. They also
offer good facility because magazines are read leisurely when the reader
mentally prepared to receive the advertisement.
Magaszines are periodicals ( periodicies of publication is regular ) but
different from news papers in two respects. One is that it pre-selects, its
readership through the nature its content: as mentioned above they are read
leisurely magazines, as a group may be subdivided from the point of view of
advertisers as follows :
Kinds of out-door publicity:
Rural Advertising :
It refers to posters which are often posted on walls. The size of such
poster would be big and might contain pictures etc. It is often found in cinema
advertising.
Advertisment boards :
59
These advertisement or posters but are kept at certain fixed places
especially at points. Where people frequently assemble bus stages, railway
stations etc., offer good places for this kind of advertising.
Vehicular Advertising :
This refers to moving advertisements. These advertisement on moving
vehicle such as buses and railway trains offer examples of this. This type of
advertising has such a very large circulation and is considered to be very
effective.
60
CHAPTER – VI
ANALYSISANALYSISSWOT ANALYSISSWOT ANALYSIS
61
1) DO you feel that preferring to purchase AIRTEL?
Table 1 : Table 1 : Preferring To Purchase AIRTEL.
FACTORS NO.OF RESPONDENTS PERCENTAGE
EMPLOYEES 15 30%
BUSINESS PERSONNEL 26 52%
PROFESSION 3 6%
STUDENTS 6 12%
TOTAL 50 100% Graph 1: Preferring To Purchase AIRTEL
62
15
30%
26
52%3
6%
6
12%
0
5
10
15
20
25
30
Employees Business Profession Students
NO.OF RESPONDENTS PERCENTAGE
Interpretation :According to my survey, it can be seen from the above
table that indicates Employees 15 (30%), Business Personnel 26 (52%),
Profession 3 (6%) and Students 6 (12%), are preferring to purchase AIRTEL.
63
2) Who influenced you to take Airtel connection?
Table 2: TYPES OF CONSUMERS OF PURCHASE OF AIRTEL BAR
GRAPH REPRESENTING THE TYPES OF CONSUMERS OF
PURCHASE OF AIRTEL GRAPH -2
Blue Pie Graph representing influencing factors to purchase of AIRTEL
64
FACTORS NO.OF RESPONDENTS PERCENTAGE
FRIENDS 11 22%
ADVERTISEMENTS 10 20%
GOODWILL/FAME 14 28%
PERSONAL CHOICE 15 30%
TOTAL 50 100%
Interpretation :As per my survey, the above table reflects that Friends
11 (22%), Advertisements 10 (20%), Goodwill/Fame 14 (28%), Personal
Choice 15 (30%) are the factors influencing to purchase of AIRTEL.
65
3) Are satisfied with Airtel Rental Plans Price?
The following table indicates the level of satisfaction of consumers
towards the purchase of AIRTEL.
Table 3: LEVEL OF SATISFACTION OF CONSUMERS IN VIEW OF
PRICE PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF
SATISFACTION OF CONSUMERS IN VIEW OF PRICE Graph 3
66
ATTRIBUTES NO.OF RESPONDENTS PERCENTAGE
VERY GOOD 5 10% GOOD 20 40% AVERAGE 19 38% SATISFACTORY6 12%TOTAL 50 100%
Interpretation: The following table indicates the level of satisfaction of
consumers towards the purchase of AIRTEL.
67
4) Are Satisfied With Services Of Airtel?
Table 4: SERVICES OF AIRTEL TO THE CONSUMERS
THE FLOATING GRAPH REPRESENTING SERVICES OF AIRTEL
TO THE CONSUMERS GRAPH 4:
68
Attributes No. of Respondents Percentage
Very Good 10 20%
Good 21 42%
Average 16 32%
Not Satisfied 3 6%
Total 100 100%
Interpretation: The Floating Graph Representing Services Of Airtel To The
Consumers.
69
5) Which of the connection that you most prefer by advertisements?
TABLE: 5 - THE BRAND PREFER BY THE CUSTOMER:
S.NO Options No. of respondents Percentage
1. Airtel 30 40
2. BSNL 20 27
3. VODAFONE 15 21
4. IDEA 10 12
Total 75 100
Graph – 5: THE BRAND PREFER BY THE CUSTOMER
70
Interpretation:
From the above table it observe red that 40% of respondent’s are welcomed
with the Airtel subscription.
27% of respondents prefer the BSNL.
21% of the respondents are preferred to VODAFONE.
12% of respondents are preferred to IDEA.
71
6) What are the Reasons for preference of Airtel Brand?
TABLE 6: REASONS FOR PREFENCE OF BRANDS:
SL.NO OPTIONS NO.OF
RESPONDENTS
PERCENTAGE
1. Quality 26 35
2. Brand name 24 32
3 Tarief 16 21
4 Others 9 12
Total 75 100
i
72
Reasons for preference of Brand
3532
21
12
05
10152025303540
Quality Brand name Tarief Others
Interpretation:
From the above table we can observe that 35% of respondents select the
brand for quality.
32% of them prefer due to brand name.
21% of them due tariff plans.
12% of them select due to package, schemes etc.
Most of respondents preferring the quality of the Airtel.
73
7) Are you Ready to Purchased Airtel Sim?
Table 7: Preference rate of customers for purchasing Airtel Sims
Sl.no Options No. of respondents Percentage
1 Yes 51 68
2 No 24 32
Total 75 100
Graph 7: Are you Ready to Purchased Airtel Sim?
Interpretation:
From the above table we can observe that 68% of respondents are ready to
buy the Airtel sims.
32% of respondents are saying to buy the Airtel.
Most of the customers are ready to buy the Airtel.
74
8) What are the Influencing factors for purchasing Airtel Sim Cards?
Table 8: Influencing factors for purchasing Airtel Sim Cards.
Sl.no Options No. of respondents Percentage
1 Advertisement 22 29
2 Dealers 28 38
3 Friends 15 20
4 Family 10 13
Total 75 100
Graph 8
75
Factors Influencing for purchase of AIRTEL
29
38
2013
05
10152025303540
Advert
isemen
t
Dealer
s
Friend
s
Family
Interpretation:
From the above table it refers that 38% of respondents are influenced
through the Dealers.
29% of respondents are influenced through the Advertisement
20% of respondents are influenced through the Friends
13% of respondents are influenced through Family.
09) How much rate of purchasing influence through Advertisement?
76
TABLE 9: Rate Of Influence Through Advertisement?
Sl.no Options No. of respondents percentage
1 Very much influenced10 13
2 Some what 35 28
3 Not influenced 20 26
4 Not at all 10 13
Total 75 100
Graph 9:
Rate of influence through Advertisement
13
2826
13
05
1015202530
Very muchinfluenced
Some what Notinfluenced
Not at all
77
Interpretation:
From the above table determines that 28% of respondents
Are somewhat influenced.
26% of respondents were not influenced.
13% of respondents were Very much influenced.
13% of respondents were Not at all influenced.
Most of the respondents are somewhat influenced to buy by
Advertisement effect.
9) What are satisfaction levels of Airtel Advertisement?
78
TABLE 10: Satisfaction Level Of Advertisement
Sl.no Options No. of respondents percentage
1 Very much satisfied 10 13
2 Some what satisfied 35 28
3 Not satisfied 20 26
4 Not at all 10 13
Total 75 100
Graph 10 :
Satisfaction level of Advertisement
13
28 26
13
05
1015202530
Very muchsatisfied
Some whatsatisfied
Not satisfied Not at all
79
Interpretation:
From the above table we can observer that 28%of respondents are Some
what satisfied with Advertisement.
26% of them are not satisfied with Advertisement
13% of respondents are very much satisfied.
13%of them are not at all satisfied.
Most of the customers are some extent satisfied with Advertisement.
80
11) Which type of advertising channel is best to reach today’s customer?
TABLE 11: Customer Opinion Of Media On Telecommunication
SL.NO Options No. of respondents percentage
1. Electronic media 30 40
2. Print media 10 13
3 Magazines 10 13
4. Hoardings 25 34
Total 75 100
Graph 11 :
81
Customer opinion of Media on Telecommunication
40
13 13
34
0
10
20
30
40
50
Electronicmedia
Print media Magazines Hoardings
Interpretation:
From the above table it found that 40% of respondents are opined the
Electronic media for Advertising of telecom companys.
34% of respondents they go for Hoardings.
13% of respondents prefer Print media.
13% of respondents prefer the magazines.
At most of the respondents are preferred to Electronic media.
82
12) Do you prefer the Outdoor Media?
TABLE 12: AIRTEL ADVERTISING THROUGH OUTDOOR MEDIA
SL.NO Options No. of respondents Percentage
1. Yes 54 68
2. No 21 32
Total 75 100
Outdoor media Advertising
68
32
YesNo
Interpretation:
From the above table illustrates the preference of the customers for
Outdoor Advertising of Airtel .
68% of respondents answered YES.
Whereas 32% said NO for Out door Media.
It shows us that most of the customers are preferring the Outdoor
Media.
83
13) Do you feel whether it is sufficient to do Advertise throw Outdoor?
Table 13: SUFFICENCY RATE OF ADVERTISING THROUGH OUTDOOR
Sl.no Options No. of respondentsPercentage
1. Very much 28 37
2. Some what 22 29
3. Not Sufficient 14 19
4. Not At all 11 15
Total 75 100
Most of the respondents are agreed with the Outdoor Media.
Sufficency rate of Advertisement through Outdoor
37
29
1915
05
10152025303540
Very much Some whatSufficient
Not Sufficient Not At all
84
Interpretation:
From the above table it informs that 37% of respondents feel that is very
much Sufficient to do Advertise through Outdoor Media.
29% of respondents are feel it is Some what Sufficient.
19% of respondents feel that is Not sufficient.
15% of respondents feel it is Not at all sufficient for Outdoor media.
85
14) According to you, Will Outdoor Adv Influence the customers?
TABLE 15:INFLUENCE THROUGH THE OUTDOOR MEDIA
Sl.no Opinion No. of respondentsPercentage
1. Very much 32 43
2. Some what 21 28
3. Not influence12 16
4. Not at all 10 13
Total 75 100
Influence through Outdoor Media
43
28
1613
0
10
20
30
40
50
Very much Some what Not influence Not at all
Interpretation:
From the above table it is observed that 43% of respondents are very
much influenced through outdoor media.
28% of respondents are somewhat influenced.
16% of respondents are not influenced.
13% of respondents are feeling Not at all influenced by Outdoor
media.
86
15) According to you, which is the best Advertise form the fallowing one?
TABLE 16: LOCATION OF AIRTEL COMPANY ADVERTISEMENT
Sl.no Options No. of respondentsPercentage
1. Hoardings 38 51
2. Adv on walls21 28
3. Adv on Buses12 15
4. Others 04 06
Total 75 100
87
Location of Airtel Advertisement
51
28
156
0102030405060
Hoardings Adv on wallsAdv on Buses Others
Interpretation:
From the above table 51% of respondents saw the Advertisement of
Airtel telecom on Hoardings.
28% of respondents are seen on Walls.
15% of respondents are saw ion the Buses.
06% of respondents are saying they saw Advertisement on others like
Magazines, Flex-boards.
Most of the respondents are going through the advertisement of Airtel by
hoardings
88
CHAPTER 5
FINDINGS,
CONCLUSIONS &
RECOMANDATIONS
89
FINDINGS
The company is advertisement is not fair and is not reaching to all people.
The advertisement is difficult to understand.
AIRTEL is not concentrating on the promotional activities for the
customers and for the retailers.
AIRTEL is not giving gifts for the customers.
The company is not concentrating on other types of advertising media.
The package design is not communicative and eye catching, so package
design and color have to blend harmoniously to make the package
communication effective.
Network is not reaching to rural villages.
Talk time is very less in Prepaid Cards.
The company is not conducting road shows so as to get awareness in the
public about the product and services.
Improve the marketing personnel and they should give full knowledge to
the customers and retailers.
AIRTEL must improve their personnel selling direct contacting
customers to give awareness of their products.
90
Conclusions
Reduce the Tariff rates to increase the market share.
AIRTEL is not concentrating on the promotional activities for the
customers and for the retailers.
Improve the marketing personnel and they should give full knowledge to
the customers and retailers.
AIRTEL is not giving gifts for the customers.
The company is not concentrating on other types of advertising media.
Network should be expanding to rural villages.
Talk time must be increased in Prepaid cards.
Reduce the Tariff rates to increase the market share.
The company should conduct road shows so as to get awareness in the
public about the product and services.
91
RECOMMENDATIONS
An attempt has been made to suggest to the Airtel a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
TV, advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.
3) The package design should be communicative and eye catching, so
package design and color have to blend harmoniously to make the package
communication effective.
4) Innovative efforts must be launched to improve the position through
better marketing strategies.
5) Increase the print media advertisements
6) Always perform the price discount sales
92
QUESTIONNAIREQUESTIONNAIRE
93
QUESTIONNAIRE
1. Name:
2. Occupation:
Employee Business Profession Student
3. Address for Communication:
4. Monthly Income (or) Income Level
2000-4000 4000-8000
8000-12000 More than 12000
5. Are you the user of Mobile?Yes No
6. Mobile Number:
7. If yes which connection you had?
Airtel Others
Relience Idea Hutch
8. If you have Airtel Connection, how are their services?
Very god Good Average Not Satisfied
9. Are you satisfied with Airtel pulse rate
Yes No
10. You are pre-paid customer (or) post –paid customer?
Prepaid Postpaid
11 If postpaid you are satisfied with Airtel rental plans?
Yes No
94
12. If pre-paid how much your monthly expected recharged amount ?
13. From available denominations which is your favorite denomination ?
14. Who influenced you to take Airtel connection?
Advertisement Friends/Relatives
Goodwill/Fame Personal Choice
15. What type of promotional activity you preferred in purchasing Airtel?
Advertisement Publicity Sales Promotion Word of Mouth
16. Which of the connection that you most prefer by advertisements?
Airtel Reliance Idea Hutch
17. Specify your level of satisfaction?
Very Good Good Average Satisfactory
Maintenance
Price
PerformanceAfter Sales Service
18. Do you feel whether it is sufficient to do Advertise throw Outdoor.
a) Very much sufficient b) Somewhat sufficient
c) Not sufficient d) Not at all.
95
19. According to you, Will Outdoor Adv Influence the customers?
a) Very much Influence b) Some what Influence
c) Not Influence d) Not at all.
20. Do you recall the Advertisement of Airtel, whenever you purchase sim
Cards?
a) Yes b) No
21. DO you feel that airtel also give Advertisement in Television?
a) Yes b) No
22. Your opinion on AIRTEL and any suggestions on its Advertisement
96
BIBLIOGRAPHY
97
BIBLIOGRAPHY
COMPANY PROFILE ---- www.bharati.com
PRINCIPLES OF MARKETING
MANAGEMENT ---- PHILIP KOTLER
MODERN MANAGEMENT ---- R.S.N.PILLAI
NEWSPAPERS ---- THE HINDU
THE ECONOMIC TIMES
DECCAN CHRONICLE
THE TIMES OF INDIA
98
