Artel Final Synopsis

7/28/2019 Artel Final Synopsis

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SYNOPSIS

PROJECT REPORT

ON

MARKETING AND PROMOTIOPNAL

STRATEGY OF AIRTEL LTD. IN NCR REGION

SUBMITTED UNDER PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR AWARD OF

MASTER OF BUSINESS ADMINISTRATION

Submitted by:

Anuj Kumar

9013510

Submitted to

Miss Arpita Mam

BHAGWATI INSTITUTE OF

MANAGEMENT AND TECHNOLOGY


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ACKNOWLEDGEMENT

I take the opportunity to express our gratitude to all the concerned people who

have directly or indirectly contributed towards completion of this project. I extend

my sincere gratitude towards Mr. Sanjay Kumar at Airtel for providing the

opportunity and resources to work on this project.

I am extremely grateful to Miss Arpita Mam, my mentor for his guidance and

invaluable advice during the projects.

At Last I would like to thanks my parents and friends for their support.


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INTRODUCTION

The project aims at understanding the Marketing and promotional strategies at

Airtel and its impact on the perception of Airtel Cellular Services.

Research has demonstrated conclusively that it is far more costly to win a new

customer than it is to maintain an existing one. And there is no better way to

retain a customer than to exceed his expectations. For this purpose it is essential

to know the level of customer satisfaction. The focus of my research was the

measurement of customer satisfaction level for the services provided by Bharti

Airtel. The research was done for the corporate clients of Bharti Airtel. My job

was not only to represent the Corporate Sales Dept. and collect the feedback from

the clients but also to get the major complaints resolved through internal

counselling. There can be no better opportunity to interact with the external as

well as the internal customers of an organization. Finally the results of the

research verify the fact that keeping the customer satisfied is the best strategy to

not only retain the existing customers but also to expand the business to new

horizons.


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PROPOSED

TABLE OF CONTENTS

1. TELECOMMUNICATION MARKET IN INDIA 72. GSM MARKET IN INDIA 113. INTRODUCTION 234. TARIFF STRUCTURE 395. PROMOTIONAL STRATEGY 486. MARKET SITUATION 507. COMPETITIVE SITUATION 518. MARKETING STRATEGY ADAPTED BY BHARTI 609. OBJECTIVE 6910. RESEARCH METHODOLOGY 7011. LIMITATION 7112. SWOT ANALYSIS 7913. CONCLUSION 8114. BIBLIOGRAPHY 8215. QUESTIONNAIRE 83


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TELECOMMUNICATION MARKET IN INDIA

The Indian telecommunications Network with 250m telephone connections is the

fifth largest in the world and is the second largest among the emerging economies

of Asia. Today it is the fastest growing market in the world and represents unique

opportunities for UK companies in the stagnant global scenario. Tele-density,

which was languishing at 2% in 1999, has shown an impressive jump to 9.5% in

2006 and 10.5% in 2007 and is set to increase to 20% in the next five years

beating the Govt. target by three years. Accordingly, India requires incremental

investments of USD 20-25 bln for the next five years.

Private operators have made mobile telephony the fastest growing (over 164%

p.a.) in India. With more than 33 million users (both CDMA and GSM), wireless

is the principal growth engine of the Indian telecom industry. Given the current

growth trends, cellular connections in India will surpass fixed line by late

2004/early 2005. Intense competition between the four main private groups -

Bharti, Vodafone, Tata and Reliance and with the State sector incumbents-BSNL

and MTNL has brought about a significant drop in tariffs. There has been almost

74% in cell phone charges, 70% in ILD calls and 25% drop in NLD charges,

resulting in a boom time for the consumers.

The Government has played a key enabling role by deregulating and liberalising

the industry, ushering in competition and paving the way for growth. While there

were regulatory irregularities earlier, resulting in litigation, these have all been


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addressed now. Customs duties on hardware and mobile handsets have been

reduced from 14 percent to 5 percent.

The Indian government has merged the IT and Telecom Ministries to speed up

reforms and decision on the Communication Convergence Bill to enable the

common regulation of the Internet, broadcasting and telecoms will be taken after

the new Government assumes responsibilities in may this year. An independent

regulatory body (TRAI) and dispute settlement body (TDSAT) is fully functional.

INDIAN CELLULAR MARKET

The Bharti Group, which operates in 23 circles, continues to be the country's

largest cellular operator, with 50 lakh subscribers. BSNL, which operates in 22

circles, has a subscriber base of 37 lakh subscribers. Thus BSNL stands second

largest cellular operator in terms of subscriber base at the end of the fiscal ending

March 31, 2007, displacing Vodafone from the second position.

Vodafone, which operates in only eighteen circles, is the third largest operator

with a subscriber base of 32 lakh. Unlike fellow public sector undertaking,

MTNL, which operates in Mumbai and Delhi, BSNL has been a very aggressive

player in the market. "Cellular operators who expected BSNL to go the MTNL

way, were taken by surprise and did not take effective steps to counter it, till it

was too late in the day," said a telecom analyst.

Belying fears of a slowdown in cellular subscriber acquisitions, the cell club has

reported a 7.92% growth, the highest growth in any month so far, during March


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2005. Year-on-year, the cellular subscriber base in the country has almost doubled

in March 2005, and is expanding at the rate of 25% per year thereafter.

The cellular subscriber club expanded by 21.31 lakh last month. This is much

higher than 5.9 lakh subscribers added in February 2005 and 2.13 lakh in January

2005. Idea, which operates in Seven circles, is the fourth largest operator with a

subscriber base of 17.80 lakh, higher than BPL's 11.31 lakh subscribers across

four circles. The subscriber numbers per operator drop sharply with the sixth

largest operator, Spice Communications, having a subscriber base of 9.40 lakh,

followed by Reliance Telecom's 8.9 lakh subscribers. MTNL is the ninth largest

operator, with a base of 8.32 lakh subscribers.

While the subscriber base-jumped by 3.38% to 44.39 lakh in the metros,

subscriber base of category A circles of Maharashtra, Gujarat, Andhra Pradesh,

Karnataka and Tamil Nadu jumped by 10.18 % to reach 43.64 lakh. Category B

circles of Kerala, Punjab, Haryana, Uttar Pradesh (West), Uttar Pradesh (East),

Rajasthan, Madhya Pradesh and West Bengal recorded a jump of 10.69%, with a

total base of 33.74 lakh subscribers. Circle C has reported 12.74 % growth with

subscriber numbers jumping to 5.08 lakh.

Among the metros, while Mumbai added 1,63,180 subscribers, higher than the

1,58,646 added by Delhi, the Capital's cellular subscriber base of over 80 lakh is

still higher than Mumbai's 66.89 lakh. While the cellular industry has been on roll

for the first three quarters of the previous financial year with an average of 16.75

lakh monthly additions in the third quarter, the first two months of 2007 had seen

the growth slowing down.


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OBJECTIVES OF THE STUDY

I have further improved my objectives as specified in my synopsis with the

help of my mentor Mr. Akash Sharma which are as follows

Objectives:

Primary research Objective:-

To study and analysis the Marketing and Promotional strategy adopted by

Airtel in NCR Region.

Following are the Secondary Objectives:

To study the importance and development of tele communication industry intodays scenario.

To understand the various Marketing Strategies which Airtel has adopted tosurvive in highly competitive cell phone industry in NCR Region.

To make a comparative study of the major players in Indian Service Provider.


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RESEARCH METHODOLOGY

The methodology adopted for this project is exploratory in nature since there is no

hypothesis that has to be tested. The conclusions have been drawn by exploratory

research work.

There have been two sources of information collected:

a) Primary SourcesI have met retailers of the Airtel of the company and have been able to get first

hand information regarding the product, its features and the buying patterns of the

product. Their input has been valuable.

b) Secondary SourcesSecondary source has played a vital role to play in this report. A good amount of

data has been collected from various published articles and reports found in

magazines and journals. Another vital source has been the Internet and

particularly the companies own website.


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BIBLIOGRAPHY

Bernard J. T. Mallinder. Specification Methodology Applied to the GSMSystem. InEUROCON 88, June 2005.

Seshadri Mohan and Ravi Jain. Two User Location Strategies for PersonalCommunication Services.IEEE Personal Communications. 1(1), 1994.

Moe Rahnema. Overview of the GSM System and Protocol Architecture.IEEE Communications Magazine. April 1993.

C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario,editors, Cellular Radio Systems, Artech House, Boston, 1993.

Robert G. Winch. Telecommunication Transmission Systems. McGrawHillNew York, 1993.

Vodafone Airtel Idea MTNL

Artel Final Synopsis

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