1. 1
A Project Report
On
A study on Market analysis of Airtel , Extracting Revenue through
projects like Airtel Money And 3G.
Undertaken at
BHARTI AIRTEL
Submitted in the partial fulfilment for the requirement of the award
POST GRADUATE DIPLOMA IN MANAGEMENT
Awarded by
INDIRA SCHOOL OF BUSINESS STUDIES.
(For The Academic Batch 2013-2015)
Corporateguide Submitted by
Mr. Satish Matani Rahul soni
Zonal Sales Manager
Pune
2. 2
(II) Acknowledgement
I acknowledge the sincere assistance provided to me from several rather unexpected quarters
during the course of execution of this study. It would be a mammoth task to place on record my
gratitude to each and every one of them but a whole hearted attempt would be made
nevertheless, least I be branded ungrateful.
I am extremely thankful to Mr. Satish Matani, ZSM for giving me an opportunity to undergo
training in AIRTEL and making my training a memorable learning experience.
I am also thankful to my summer internship guide Prof. Kadambini who guided me periodically
during the programme.
I am deeply thankful to Mr. Nitin Gadekar, T.M for his encouragement, affections, valuable
advice and guidance that helped me to complete this project successfully.
SIGNATURE
RAHUL SONI
3. 3
(III) Executive Summary
The report is about the market share of Airtel in assigned areas (Pune city). It also includes steps
followed by Airtel to motivate navratna outlets, LSOs to use Airtel Money, to increase the sales
and awareness of Airtel by college activity. This report will help the company in many ways. By
analysing this information, the company would able to design better schemes and services and
target right prospect’s needs and wants. More people will get aware of about the Airtel that will
increase profit level of Airtel. This study helps to identify the behaviour of consumers when
there are no offer and scheme from Airtel.
The research methodology include survey in the form of questionnaire. The research can be
termed as a “Descriptive” type of research. The report includes major findings from the survey.
Some of them are company has an excellent reach in the market through the retailers. Retailers
are fully aware about the different schemes of the company. Company has established good
brand equity in the market. Company does not have good network of 3G. Company has brought
3G very late in Maharashtra and Goa and because of its customers are using the competitor’s 3G.
The major conclusions are Airtel is at 3rd position with Idea leading the market. As Airtel
launched 3G back in Maharashtra and Goa, it helped a lot in regaining the 3G customers from
the competitors. Airtel surprised its competitors by launching Airtel Friends pack just at the
right time that is at college re-openings date. To promote this friends plan many promotional
activities were held like college activity, canopy activity.
Some of the recommendations for the company would be Airtel should reduce the 3G rate as it
the only reasons for customers to switch from Airtel to other networks. Many areas have network
issues which are unsolved, hat has to be taken care of. FSEs need to spend some more time with
retailers and explain the retailers new plans and schemes.
4. 4
TABLE OF CONTENT
Sr. No. CONTENTS PAGE No.
1 INTRODUCTION 9
2 INDUSTRY/COMPANY OVERVIEW 11
3
REVIEW OF LITERATURE/THEORETICAL
BACKGROUND
41
4 OBJECTIVES 43
5 RESEARCH METHODOLOGY 44
6
DATA ANALYSIS,RESULTS AND
INTERPRETATION
46
7 CONCLUSION/LEARNINGS FROM THE PROJECT 61
8 LIMITATIONS OF THE PROJECT 62
9
RECOMMENDATION/CONTRIBUTION TO THE
COMPANY
63
10 APPENDIX 64
11 BIBLOGRAPHY 66
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(IV)List of tables
Sr. No TITLE Page no
1.1 Competitive analysis of number of sim cards sold by different
companies
46
(V) List of figures
Sr. No TITLE Page no
1.1 Economic benefits of Telecom Industry 14
1.2 Evolution of the Telecom Industry 15
1.3 Location 19
1.4 Organisational chart 21
1.5 Number of SIMS sold 54
1.6 Market Share 55
1.7 Reasons for not using Airtel Money 56
1.8 Figures of May of SSO 57
1.9 Airtel Money Express A/c 58
2.0 Activations by Navratna Outlets 58
2.1 Money Number portability by Airtel 59
2.2 3G Lapu Tertiary 60
6. 6
(VI) Abbreviations
1) LSO-Lapu Selling Outlet.
2) UNCTAD-United Nations Conference on Trade and Development
3) GDP-Gross Domestic Product.
4) SSO-Sim selling outlet
5)LTE-Long term evolution
6)MTD-Month till date
7)LMTD-Last month till date
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(1) INTRODUCTION
1.1. What is the project?
Increasing Affordability of Handsets
The phenomenal growth in the Indian telecom Industry was predominantly aided by the meteoric
rise in wireless subscribers, which encouraged mobile handset manufacturers to enter the market
and to cater to the growing demand. Further, the manufacturers introduced lower-priced handsets
with add-on facilities to cater to the increasing number of subscribers from different strata of the
society.
Changing Demographic Profile
The changing demographic profile of India has also played an important role in subscriber
growth. The changed profile is characterised by a large young population, a burgeoning middle
class with growing disposable income, urbanisation, increasing literacy levels and higher
adaptability to technology.
Increased Competition & Declining Tariffs
Liberalisation of the telecom industry has fuelled intense competition, especially in the cellular
segment. The ever-increasing competition has led to high growth of subscribers and has put
pressure on tariffs, which have seen a sharp drop over the years.
1.2. Purpose of the project
The project is to determine the
• Market share of Airtel in simcards. Determination of the market share of Airtel would help the
company to determine its position and accordingly take necessary steps to boost the revenue.
• It includes creating awareness about the company schemes and various offers launched by the
company in order to push the sales.
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1.3. Scope of the project:
Geographical Scope: Research is done only in a particular region in Pune.
Analytical Scope: To collect the information through questionnaire and personal interview to
analyse it for the feasibility of the research.
1.4. Salient contributions of the project
The research will help Airtel generate more profits.
The research will help to create more awareness about schemes and offers of the
company.
1.5. Outline of the Project
The Entire project is divided into two phases
1) The flow of the first phase is about the different schemes of the company.
2) The flow of the second phase is about the competitive analysis of the company.
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(2) INDUSTRY OVERVIEW
2.1. Industry Overview:
2.1.1. Evolution of the Industry worldwide and in India:
The telecom industry has been divided into two major segments, that is, fixed and wireless
cellular services
In today’s information age, the telecommunication industry has a vital role to play. Considered
as the backbone of industrial and economic development, the industry has been aiding delivery
of voice and data services at rapidly increasing speeds, and thus, has been revolutionising human
communication.
The telecom sector in India experienced a rapid growth over the past decade on account of
regulatory liberalisation, structural reforms and competition, making telecom one of the major
catalysts in India’s growth story. However, much of this growth can be attributed to the
unprecedented growth in mobile telephony as the number of mobile subscribers grew at an
astounding rate. Besides, the growth in the service and IT sector has also increased the
prominence of the telecom industry in India. Telecom has emerged as a key infrastructure for
economic and consumer growth because of its multiplier effect and the fact that it is beneficial to
trade in other industries. The contribution of the sector to GDP has been increasing gradually.
Telecom is one of the fastest-growing industries in India; on an average the industry added 8
million wireless subscribers every month in FY12. The Indian telecom industry is characterised
with intense competition, and continuous price wars. Currently, there are around a dozen telecom
service providers who operate in the wired and wireless segment. The government has been
periodically implementing suitable fiscal and promotional policies to boost domestic demand and
to create volumes for the industry.
The Indian telecom industry has immense growth potential as the teledensity in the country is
just 36 as compared with 60 in the US, 102 in the UK and 58 in Canada. The wireless segment
growth has played a dominant role in taking the teledensity to the current levels. In the next few
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years, the industry is poised to grow further, in fact, it has already entered a consolidation phase
as foreign players are struggling to acquire a pie in this dynamic industry.
Telecom Industry in India:
The telecom industry in India has experienced exponential growth over the past few years and
has been an important contributor to economic growth; however, the cut-throat competition and
intense tariff wars have had a negative impact on the revenue of players. Despite the challenges,
the Indian telecom industry will thrive because of the immense potential in terms of new users.
India is one of the most-attractive telecom markets because it is still one of the lowest
penetrated markets. The government is keen on developing rural telecom infrastructure and is
also set to roll out next generation or 3G services in the country. Operators are on an expansion
mode and are investing heavily on telecom infrastructure. Foreign telecom companies are
acquiring considerable stakes in Indian companies. Burgeoning middle class and increasing
spending power, the government’s thrust on increasing rural telecom coverage, favourable
investment climate and positive reforms will ensure that India’s high potential is indeed
realised.
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2.1.2. SWOT analysis of Telecom Industry
Strengths Weaknesses Opportunities: Threats
· Kind of subscriber
base it has in big
market like India.
· Its strong
advertising strategies
and impact on people
· The ‘Indian
Telecom Industry‘
services is not
confined to basic
telephone but
also extends to
internet, broadband
(both wireless and
fixed), cable TV,
SMS, IPTV.
· Low R&D
· High customer
churn (33.33%)
· Rural India unable
to relate to the brand
· Poor network
coverage
· Emerging markets
and expansion abroad.
· Innovation in
product and service
offering.
· Product and
services expansion.
· Growing data
business and 3G
auctioning.
· Highly
competitive.
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2.1.3. Biggest player in India
With more than 200 million subscribers Airtel is the biggest player in India
a) They take personal responsibility to "get" the answer for any problem faced by the
customer
b) They anticipate customers' problems and take pro-active steps to prevent them
c) They give answers to the questions & requests, quickly & efficiently.
d) They have a positive tone & manner while interacting with customers.
e) They end the interaction on a positive or a humorous note-making the last 30 seconds
count.
Airtel realizes that attracting people is easy but converting them into loyal customers is hard,
hence emphasis is on maintaining a 'Smiling and a Friendly Atmosphere' to please and retain the
customer.
(1.1)
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2.1.4. Contribution of GDP and growth of the country:-
According to the UNCTAD, there is a direct correlation between the growth in mobile
teledensity and the growth in GDP per capita in developing countries, which tend to have a high
percentage of rural population. The share of the telecom services industry in the total GDP has
been rising over the past few years.
(1.2)
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2.2. COMPANY
2.2.1. Evolutionand introduction/History
Bharti Enterprises:
Founded in 1976, by Sunil Bharti Mittal, Bharti has grown from being a manufacturer of bicycle
parts to one of the largest and most respected business groups in India. With its entrepreneurial
spirit and passion to undertake business projects that are transformational in nature, Bharti has
created world-class businesses in telecom, insurance, retail, and foods.
Bharti started its telecom services business by launching mobile services in Delhi (India) in
1995. Since then there has been no looking back and Bharti Airtel, the group’s flagship
company, has emerged as one of the top telecom companies in the world and is amongst the top
four wireless operators in the world.
Through its global telecom operations Bharti group operates under the ‘Airtel’ brand in 20
countries across Asia and Africa– India, Sri Lanka, Bangladesh, Seychelles, Burkina Faso, Chad,
Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar,
Malawi, Niger, Nigeria, Rwanda, Sierra Leone, Tanzania, Uganda, and Zambia. In addition, the
group also has mobile operations in Jersey and Guernsey.
Over the past few years, Bharti has diversified into emerging business areas in the fast expanding
Indian economy. The group has forayed into the retail sector by opening retail stores – small and
medium formats. The group offers – life insurance and general insurance to customers across
India. Bharti also serves customers through its fresh and processed foods business. The group has
growing interests in other areas such as mobile internet, real estate, training and capacity
building, and distribution of telecom / IT products.
What sets Bharti apart from the rest is its ability to forge strong partnerships. Over the years
some of biggest names in international business have partnered Bharti. Currently, SingTel, Qatar
Foundation Endowment, IBM, Ericsson, Nokia Siemens and Alcatel-Lucent are key partners in
15. 15
telecom. AXA Group is the partner for the insurance business and Del Monte Pacific for the
processed foods division.
Bharti strongly believes in giving back to the society and through its philanthropic arm the Bharti
Foundation it is reaching out to over 39,000 underprivileged children and youth in India.
HISTORY
Sunil Bharti Mittal founded the Bharti Group. In 1983, Mittal was in an agreement with
Germany's Siemens to manufacture push-button telephone models for the Indian market. In
1986, Mittal incorporated Bharti Telecom Limited (BTL), and his company became the first in
India to offer push-button telephones, establishing the basis of Bharti Enterprises.
By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its first
cordless telephones. In 1992, Mittal won a bid to build a cellular phone network in Delhi. In
1995, Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in
Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises
acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra
Pradesh.
In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company
acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the
company was listed on Bombay Stock Exchange and National Stock Exchange of India. In 2003,
the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti
acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to
Andaman and Nicobar. This expansion allowed it to offer voice services all across India. In
2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel acquired
the African operations of the Kuwait-based Zain Telecom. In March 2012, Airtel launched a
mobile operation in Rwanda.
Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004 becoming
to the first operator in India to do so. The Airtel theme song, composed by A.R. Rahman, was the
most popular tune on that year.
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During the 2009–10 financial year, Bharti negotiated for its strategic partner Alcatel-Lucent to
manage the network infrastructure for the tele-media business. On 31 May 2012, Bharti Airtel
awarded the three-year contract to Alcatel-Lucent for setting up an Internet Protocol access
network (mobile backhaul) across the country. This would help consumers access internet at
faster speed and high quality internet browsing on mobile handsets.
On 26 February 2013, Airtel announced that it had deployed Ericsson's Mobile Broadband
Charging (MBC) solution and completely modernised its prepaid services for its subscribers in
India.
As a part of the deal, Ericsson's multi service MBC suite allows prepaid customers to have
personalised profile-based data charging plans. Prepaid customers will be able to customise their
data plans across mobility, fixed line and broadband by cross bundling across multiple domains
(2G, 3G, 4G/LTE & Wi-Fi). It will also offer flexible multi service charging in geographical
redundant mode, making Airtel the first operator to implement geographical redundancy at such
a large scale. In May 2013, Bharti Infotel paid Rs 50,000 as compensation to a customer "for
unfair trade practices". The customer alleged that the company continued to aggressively demand
payment despite customer requests for disconnection of service.
AIRTEL AS A BRAND
Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the
day” with an ambition to become the most admired telecom service provider global. Airtel, in
just ten years of operations, rose to the pinnacle of achievement and continues to lead.
As India's leading telecommunications company, airtel brand has played the role of a major
catalyst in India's reforms, contributing to its economic resurgence.
Today we touch people's lives with our Mobile services, Telemedia services, to connecting
India's leading 1000+ corporate. We also connect Indians living in USA, UK and Canada with
our call home service.
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2.2.2. MissionandVision
By 2015 Airtel will be the most loved brand, enriching the lives of millions. "Enriching lives
means putting the customer at the heart of everything we do. We will meet their needs based on
our deep understanding of their ambitions, wherever they are. By having this focus we will
enrich our own lives and those of our other key stakeholders. Only then will we be thought of as
exciting, innovation, on their side and a truly world class company."
2.2.3. Locationand head office
1.3
Bharti Airtel Limited is a leading global telecommunications company with operations in 20
countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks
amongst the top 4 mobile service providers globally in terms of subscribers. In India, the
company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed
line services, high speed DSL broadband, IPTV, DTH, enterprise services including national &
international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G
wireless services and mobile commerce. Bharti Airtel had nearly 287 million customers across
its operations at the end of Dec 2013.
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Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony
in India, and is also a provider of broadband and subscription television services. It offers its
telecom services under the "Airtel" brand, and is headed by Sunil Bharti Mittal. Bharti Airtel is
the first Indian telecom service provider to achieve Cisco Gold Certification. It also acts as a
carrier for national and international long distance communication services. The company has a
submarine cable landing station at Chennai, which connects the submarine cable connecting
Chennai and Singapore.
Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of low
cost and high volumes. The strategy has since been copied by several operators. Its network—
base stations, microwave links, etc.—is maintained by Ericsson and Nokia Siemens Network,
whereas IT support is provided by IBM, and transmission towers are maintained by another
company (Bharti Infratel Ltd. in India).Ericsson agreed for the first time to be paid by the
minute for installation and maintenance of their equipment rather than being paid up front, which
allowed Airtel to provide low call rates of 1/minute (US$0.02/minute).
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2.2.4. Organizationalchart
1.4
Target set for distributors and the dealers is 100 -150 activations per month. Hence the dealers
can also go for their own promotions like banners and discounts on festivals etc. The dealer
provides service promptly. The consumer on providing the bill of purchase for the handset and
proof of residence has only to wait an hour before getting connected. The staff of the dealers and
the franchisees are provided training by the Airtel personnel.
The complaints encountered by the franchisees and dealers are either handset being non-
functional or the SIM Card not getting activated. Anything more complicated is referred to the
main Airtel office in Delhi.
2.2.5. Product or service profile
Mobile services: Bharti Airtel offers GSM mobile services in all the 22-telecom circles of India
and is the largest mobile service provider in the country, based on the number of customers.
Tele-media services: The group offers high-speed broadband with the best in class network.
With fixed line services in 87 cities, we help you stay in touch with your friends & family and
keep you updated round the clock
Company
DistributorFranchisee
Dealers
Dealer
Customer
Customer
20. 20
Airtel Business: Airtel business provides a broad portfolio of services to large Enterprise,
Government, Small & Medium businesses and carrier customers. It is India's leading and most
trusted provider of communication and ICT services, offering services that include voice, data,
network integration, data centre & managed services, enterprise mobile applications and digital
media
Digital TV services: Discover the magical experience of digital entertainment with Airtel. From
DVD quality picture and sound, the best and widest variety of channels and programmes to the
best on-demand content on Airtel Live, your TV viewing experience change forever with digital
TV from Airtel!
Mobile Services: Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider. Going mobile with Airtel
Prepaid is a new way of life. With a host of great features, also simple to use, Airtel Prepaid
makes everything that you dreamt and believed, possible.
3G: Airtel 3G services are available in 200 cities through its network and in 500 cities through
intra-circle roaming arrangements with other operators. Airtel had about 5.4 million 3G
customers of which 4 million are 3G data customers as of September 2012.
4G: Airtel launched 4G services using TD-LTE technology in Kolkata, becoming the first
company in India to offer 4G services. Airtel had 20,000 4G subscribers as of March 2013.
Wi-Fi: Airtel has plans to launch Wi-Fi services in India. It intends to start offering WiFi
services in Delhi NCR, Mumbai and Bangalore in initial phase. All plans will be on secure
wireless broadband internet with unlimited usage and will be session or time based. Users can
use the service by finding a hotspot, selecting airtel WiFi Zone', activating the voucher and then
login to start browsing. Airtel intends to partner with establishments to set up hotspots which will
be termed WiFi Hangout for an establishment owner and WiFi Partner for the cafe and restaurant
owners. Airtel WiFi Partners can offer services at zero investments and can earn commission on
every WiFi session sold.
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Airtel Money: Airtel has started a new m-Commerce platform called Airtel Money in
collaboration with Infosys and SmartTrust (now Giesecke & Devrient). The platform was
launched on 5 April 2012, at Infosys' headquarters in Bangalore. Using Airtel Money, users can
transfer money, pay bills and perform other financial transactions directly on the mobile phone.
Airtel Live!: Make your mobile the most happening entertainment destination with Airtel Live!
Airtel brings you the latest in entertainment and information services, right on your phone.
THE "VALUE ADDED SERVICES" PROVIDED FROM AIRTEL:-
1). Voice Mail service: This system is similar to the answering machine - if the user is not able
to answer a call for some reason the caller can leave messages in the voice mail box which can
be later retrieved by the user
ii) Short Message Service: The short message service is like a two-way pager. It gives an
option of sending and receiving text messages directly from one mobile phone to another without
the intervention of an operator.
iii) Mobile Fax 1 Data Service: This service helps the subscriber to send and receive Faxes,
access E-mail, download computer files from other systems and remotely log on to another
computer and surf the Internet.
iv) Cash Card: The cash card is a pre-paid and pre-activated card which allows the buyers to
buy air time in advance. All it requires is the payment of an initial amount. This is a useful
service for people who travel to Delhi often and those who want to control the expenses on their
calls.
v) Caller ID: Displays calling person's number.
vi) Outgoing call restriction: To prevent or limit outgoing calls, for example, in peak hours.
Also possible to exclude one or several countries or any geographical region, to permit only local
calls, or to limit the outgoing calls to a listed number.
viii) Call forward: Incoming calls can be forwarded to another fixed or mobile phone.
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Besides these some other services provided by Airtel are - Call conferencing, Call broadcast et
cetera. It is in the operators -Interest that they not only get many subscribers but also get them to
use the mobile facility frequently. In the early stages getting increases to subscribe may be
easier than getting them to talk since they will find it costlier to use the mobile phone as
compared to a conventional phone [if is believed that initially cell phones would be used by.
viii) Roaming Facility: Roaming facility is available while the subscriber is travelling. The
billing is done in the home network (Delhi). Roaming facility is available manually* as well as
semi-automatically. Once a subscriber is In any other city or country, where a GSM network is
available, simply insert the SIM card of the local operator Into your handset and start talking.
* Manual Roaming means a separate SIM card is provided for each city
** Semi automatic roaming means one card has the facility for different cities.
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Airtel has launched India’s first mobile wallet service by a telecom operator. Aimed at offering
customers with an efficient alternative to cash transactions, Airtel money will provide Airtel
customers across the country with a convenient and secure way of making payments through the
ubiquitous mobile platform.
In 2010, Bharti Airtel was granted the license to use the Semi Closed Wallet by the Reserve
Bank of India. Launched initially for Gurgaon, Airtel Money is a first-time foray for a mobile
operator to act as a digital wallet. With tieups with Gurgaon based coffee shops, restaurants etc.
to accept payments offered through Airtel Money, the venture will soon be expanded to over
3,000 merchants in the city.
Country’s second largest software exporter Infosys said it has been selected as the technology
partner for ‘Airtel money’, the mobile wallet service of telecom operator Bharti Airtel.
Under the partnership, Infosys will deploy its mobile commerce platform Infosys Walletedge to
enable the service support cashless payments and settlement needs of customers, Infosys said in
a filing to the BSE.
“We believe that Airtel money that empowers the customer with the convenience of instant
money transfer will play a pivotal role towards driving the goal of financial inclusion in
the country. We are confident that together we will offer a compelling proposition for our
customers for them to accept Airtel money as a way of life,” Bharti Airtel CEO India and South
Asia Sanjay Kapoor said.
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Why use this when you have option of net banking?
Problem is not all the banks have application ready which can be used to pay bills at shops,
movies and so on. Airtel brings all of these shopping points in one place. Moreover using an
online payment gateway from the mobile browser is very difficult when it comes to user
experience.
Howeveryou should know some facts before you start using it.
Most of the times we just run after the concept without knowing how much it can cost to us.
Features ofthe Airtel money scheme:
It uses a Money transfer software application.
To pay all you need is Airtel Money number of the shop you need to pay.
You get a transaction id for each payment.
The payments are on a secured network and it needs a password called m-pin which you
enter for every transaction.
So even if you lose your mobile phone your money is safe as nobody knows your m-pin, so
make sure you don’t share it with anybody else.
Minimum Criteria to use Airtel Money:
You need to register with valid documents i.e. Photo, Address Proof with Photo ID.
Minimum recharge is of RS 100.
You can have zero balance.
A maximum balance of Rs 5000.
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TYPES OF MONEY ACCOUNTS AND GRID:
Power : balance limit Rs50,000
use upto Rs50,000/day
express: balance limit Rs10,000
use upto Rs10,000/day
super : balance limit Rs50,000
use upto Rs10,000/day
Service
mobile and DTH of all
operators
postpaid, fixedline bills
electricity, gas, water &
insurance
online shopping and
payments
movie tickets
restaurants, spas and
shopping
money transfer
send & receive money
from any
airtel money customer
send money to any
bank account
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send money by SMS
code to any
mobile number
withdraw money at any
airtel money - Axis
bank outlet
earn interest
earn interest on balance
amount
at the rate of 4% per
annum
1.1
What if you don’t use your Airtel Money Account for a long time ?
There is no expiry for your Airtel Money account but if you don’t use it for 6 months after your
last transaction, your account will be deactivated and you will lose all the money left in your
account.
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Where canyou use Airtel money?
Load cash: Load cash on your Airtel mobile by visiting your nearest Airtel retail outlet
[Minimum is Rs. 10, Maximum is Rs. 5,000 and monthly limit stands at Rs. 50, 000].
Pay bills & recharge: You will be able to use this cash in your mobile for making bill payments
(electricity, gas, financial services, etc.) and recharge – Limits same as above.
Shop & make payments: Instead of cash, pay over-the-counter merchants such as your nearest
kirana store, chemist, etc using your mobile phone. You can even sit at home and pay for
services like booking movie tickets online.
Airtel has recently announced a JV with State Bank of India to provide banking and financial
services to millions of unbanked Indians using the mobile platform. With this launch of Airtel
money – Airtel now offers a complete suite of financial products on mobile devices for the
banked as well as unbanked population of the country.
How To use Airtel money :
Register by filling in the application form and submitting KYC documents (2 photocopies of
proof-of-identity, 1 copy of proof-of-address and a passport size photograph).
After the above, your existing Airtel SIM will be upgraded to the new 64K airtel SIM with airtel
money.
Activate your Airtel money account by choosing your MPIN.
Load cash into your Airtel money account by visiting your nearest Airtel retailer
You are now ready to send commands through the Airtel money application on your phone and
transact anytime, anywhere!
“The mobile phone is fast emerging as a device that enables our lives in more than many ways.
Taking this a step further, we are proud to launch Airtel money as a first-of-its-kind service
from a telecom operator, that transforms the mobile phone into a secure and convenient wallet
which customers can use to load money and use it for shopping and making payments. We see a
huge potential for m-Commerce services in India and are confident that the launch of Airtel
money will facilitate a paradigm shift in the way consumers transact” said Mr. Atul Bindal,
President – Mobile Services, Bharti Airtel.
29. 29
AIRTEL NAVRATNA
Bharti decided to design different marketing strategies for different circles depending on the
strategies, employed by the competitors. While the company was focusing on its pricing
strategies, its competitors in various sectors were concentrated on new service offerings and
value additions since the players almost immediately matched price reduction moves, companies
had begun focusing on developing value-added offerings and schemes to expand their market
and gain customer loyalty. Analysts remarked that the players were coming up with new
schemes or value-additions almost every week to get the better of their competitors. By
constantly keeping itself abreast with the moves of its competitors and launching various
proactive/reactive schemes, Bharti was able to retain its leadership position.
Airtel ‘NAVRATNA’ Program:
The telecom operator, Bharti Airtel, has rolled out a national level performance - based
recognition and engagement program for its retailer partners called 'Navratna'. Rajnish Kaul,
CEO, Bharti Airtel, MP & Chhattisgarh , said, " The program not only recognizes contribution
of our partners, but also providing opportunities for them throughout the year to win exciting
prizes including a trip to Bangkok."
Bharti Airtel , India’s leading mobile service provider rewarded Retailers across the country for
their contributions. In an endeavour to provide best quality services to its customer Airtel has
always honoured and respected business acumen among its retailer, who are an important part of
their whole business network.
Airtel always strives to improve the competence of its retails, by providing them with additional
knowledge through interactions, trainings and also by giving them expose and constantly
encouraging, motivating and honouring them through rewards.
In keeping this tradition, Airtel has organised the Navratna award, a platform where they
acknowledged their retailers contribution on a pan India basis. Along with the phase wise
programme involving the whole country.
30. 30
Navratna is a customer Loyalty Program.
Best retailers are given a chance to win Gold and Silver Coin.
Grand party at the end of Navratna.
Basedon following:
Number of new connection sold by retailers.
Recharge from lapu.
Points gained by retailer in last quarter.
31. 31
REGISTRATIONPROCESS:
Company automatically select retailer who are eligible for Navratna, according to its last
quarter performance.
Also company itself assign the category for retailers.
TM of company inform retailers about their target.
Company also inform retailers about their target through SMS.
Company provide book to retailer which contain all the details about Navratna program
and recent offers and changes in offers.
2.2.6. Competitors
IDEA :
Idea Cellular, commonly referred to as Idea, is an Indian mobile network operators based
in Mumbai, India.
In 2000, Tata Cellular was a company providing mobile services in Andhra Pradesh. When
Birla-AT&T brought Maharashtra and Gujarat to the table, the merger of these two entities was a
reality. Thus Birla-Tata-AT&T, popularly known as Batata, was born and was later rebranded as
IDEA.
In 2004, Idea (the company had by then been rechristened) bought over the Escorts group's
Escotel gaining Haryana, Uttar Pradesh (West) and Kerala — and licences for three more – UP
32. 32
(East), Rajasthan and Himachal Pradesh. By the end of that year, four million Indians were on
the company's network. In 2005, AT&T sold its investment in Idea, and the year after Tatas also
bid good bye to pursue an independent telecom business. And Idea was left only with one
promoter, the AV Birla group. Rs 27 billion adding Punjab and Karnataka circles. Modi's joint
venture partner, Telekom Malaysia, invested Rs 70 billion for a 14.99% stake in Idea. Just
around then, Idea's subsidiary, Aditya Birla Telecom sold a 20% stake to US-based Providence
Equity Partners for over Rs 200 billion.
Idea cellular closed its 3,000 crore QIP issue at Rs 134 per share in June 2014. The funds raised
are likely to be used to repay debt and meet Capex requirements.
On 19 May 2010, the 3G spectrum auction in India ended. Idea paid 57685.9 million for
spectrum in 12 circles.
This makes Idea the sixth private operator (eighth overall) to launch its 3G services in the
country following Tata Docomo, Reliance Communications, Airtel, Aircel and Vodafone.
Idea currently supports up to 21.1 Mbit/s over 2G speeds of 256 kbit/s. However, different
handsets support different speeds, from 384 kbit/s, 3.6 Mbit/s, 7.2 Mbit/s or 21.1 Mbit/s. Speeds
also depend on the 3G plan/recharge that users opt for.
Idea cellular has announced a cut of 70% in the tariff of its 3G services.
33. 33
VODAFONE :
Vodafone India Limited, formerly Vodafone Essar Limited, is the second largest mobile network
operator in India after Airtel by subscriber base. It is based in Mumbai, Maharashtra. It
has approximately 160 million customers as of December 2013.
In July 2011, Vodafone Group agreed terms for the buy-out of its partner Essar from its Indian
mobile phone business. The UK firm paid $5.46 billion to its Indian counterpart to take Essar out
of its 33% stake in the Indian subsidiary. It will leave Vodafone owning 74% of the Indian
business, while the other 26% will be owned by Indian investors, in compliance with Indian
law. On 11 February 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li
Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications,
Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company
was valued at USD 18.8 billion.[4] The transaction closed on 8 May 2007. In April 2014, India
based Piramal Group sold its 11% Stake in Vodafone India to Prime Metals, an indirect
subsidiary of Vodafone Group.It offers both prepaid and postpaid GSM cellular phone coverage
throughout India with good presence in the metros.
Vodafone India provides 2.75G services based on 900 MHz and 1800 MHz digital GSM
technology. Vodafone India launched 3Gservices in the country in the January–March quarter of
2011 and plans to spend up to $500 million within two years on its 3G networks.
On 19 May 2010, the 3G spectrum auction in India ended. Vodafone paid 11617.86 million
(the second highest amount in the auctions) for spectrum in 9 circles.
34. 34
M-Pesa, branded as M-Paisa (the paisa being the largely unused subunit of the Indian rupee),
was launched in India as a close partnership with HDFC bank in November 2011. Development
for the bank began as early as 2008. The service continues to operate in a limited geographical
area in India. Vodafone India had partnered with both HDFC and ICICI, ICICI launched M-Pesa
on April 18, 2013.
TATA DOCOMO :
TATA DOCOMO, is an Indian cellular service provider on the GSM, CDMA and platform-
arising out of the strategic joint venture between Tata Teleservices and NTT Docomo in
November 2008. It is the country's sixth largest operator in terms of subscribers (including both
GSM and CDMA). TATA DOCOMO is part of the Indian conglomerate Tata Group. The
company received the license to operate GSM services in nineteen telecom circles and was
allotted spectrum in eighteen of these circles and launched GSM services on 24 June 2009. It
began operations first in South India and currently operates GSM services in eighteen of twenty
two telecom circles. It has licences to operate in Delhi but has not been allocated spectrum from
the Government. Docomo provides services throughout India. Tata DOCOMO offers
both prepaid and post-paid cellular phone services. It has become very popular with its one
second pulse especially in semi-urban and rural areas.
On 5 November 2010, Tata DOCOMO became the first private sector telecom company to
launch 3G services in India. Tata DOCOMO had about 42.34 million users at the end of
December 2010. On 19 May 2010, the 3G spectrum auction in India ended. Tata Docomo paid
6964.29 crores for spectrum in 22 circles.
On 5 November 2010, Tata DOCOMO became the first private sector telecom company (third
overall) to launch 3G services in India, with a 20 city launch. Tata Docomo's HSPA+3G
network, set up with the assistance of NTT Docomo, supports high-speed internet access with
35. 35
speeds of up to 21.1 Mbit/s. The network also supports high definition voice for superior quality
voice calls.
On July 19, 2011, Docomo and Aircel entered into a roaming agreement for 3G services to
jointly roll out 3G networks in the circles where they both have spectrum. In the spectrum
auction held last year, Aircel won 3G spectrum in 13 of India's 22 circles.TATA DOCOMO was
awarded 3G licenses in nine circle.
UNINOR:
Telewings Communications (operating under the brand name Uninor), is an Indian mobile
network operator based in Gurgaon, Haryana, India. The company is a subsidiary of Telenor
Group, a telecommunications company headquartered in Oslo, Norway, and Telenor currently
owns 74% of the stake in Telewings Communications.
Telewings offers mobile voice and data services based on the GSM technology, on 5 MHz
spectrum. Uninor services are commercially available in 6 circles, covering a population
footprint of 600 million people. Uninor serves more than 3 crore customers in the states of Uttar
Pradesh, Uttarkhand, Bihar, Jharkhand, Maharashtra, Goa, Gujarat and Andhra Pradesh. The
mobile service provider targets youth and other communities within the Indian mass market.
In recent Spectrum auctions Uninor secured fresh spectrum in 4 of its existing circles and in a
new circle of Assam.
Spectrum acquired by Uninor in the 1800Mhz band .UP East – 1.8 MHz UP West – 2.0 MHz
Bihar and Jharkhand – 2.2 MHz Andhra Pradesh – 1.4 MHz Assam – 6.0 MHz.
36. 36
Uninor launched in 8 circles on 3 December 2009, after completing one of the world’s largest
GSM Greenfield launches which was also one of the fastest telecom roll-outs ever in India.
According to Uninor, the brand was built around an ambition to serve the young, aspiring India.
Six months later, 5 additional circles were launched including metropolitan areas
like Mumbai and Kolkata
Uninor grew from 0 to 45.6 million customers (as of Q2 2012) within less than two years, and
emerged as the most successful of the new entrants that obtained licenses in 2008. The company
had more than double the subscribers of all of the other entrants combined.
AIRCEL:
Aircel is an Indian mobile network operator headquartered in Chennai, which offers voice & data
services ranging from postpaid and prepaid plans, 2G and 3G services, Broadband Wireless
Access (BWA), Long Term Evolution (LTE) to Value-Added-Services (VAS). In 2006, Aircel
was acquired by Malaysia’s biggest integrated communications service provider Maxis (Maxis
Communication Berhard) and is a joint venture with Sindya Securities & Investments Pvt Ltd -
Maxis holds 74% equity in the company.
Aircel commenced operations in 1999 by Chinnakannan Sivasankaran and today is the leading
mobile operator in Tamil Nadu, Assam, North-East India and Chennai.
It is India’s fifth largest GSM mobile service provider and seventh largest mobile service
provider (both GSM and CDMA) with a subscriber base of over 65.1 million. It has a market
share of 7.33% among wireless operators (includes GSM, CDMA, and FWP operators) in the
country.
Aircel has also obtained permission from the Department of Telecommunications (DoT) to
provide international long distance (ILD) and national long distance (NLD) telephony services. It
also has the largest service in Tamil Nadu.
37. 37
2.2.7. SWOT of the company
STRENGTHS WEAKNESS OPPORTUNITY THREATS
• Company has
developed a good set
of loyal customers
•Company has
effective
communication to
the end consumers
•The supply chain
management system
is simple and
effective
•Retailers have
problems with new
SIM startup.
•Company does not
have good network
for 3G
•Company has
brought 3G very late
in Maharashtra and
Goa and because of it
customers are using
the competitor’s 3G.
•Also 3G tariffs are
high as compared to
competitors
•Airtel customer base
for 3G is very less so
there is an immense
scope for getting new
3G customers
•Airtel can acquire
various small companies
to reduce the
competition.
•High future scope for
LTE (4G).
•Untapped rural market.
•Competitors like
Idea,Vodafone,Unino
r providing the same
services
•Price wars among
the Competitors
leading to low profits.
38. 38
2.2.8. Business in terms of financial performance(2013)
Financial Details of the Company
1. Paid up capital (Rs) 18,988 Mn
2. Total turnover (Rs) 453,509 Mn
3. Total profit after taxes (Rs) 50,963 Mn
4. During FY 2012-13, the Company’s total spent on CSR is 0.58% of the net profit after taxes
5. List of activities in which expenditure in above has been incurred
i) Promotion of education through Bharti Foundation schools and other education trusts
ii) Health services and awareness
iii) Higher and technical education
iv) Child welfare programmes
v) Disaster relief initiatives
vi) Community development programmes
vii) Environment initiatives and awareness
39. 39
(3) REVIEW OF LITERATURE/ THEORETICAL
BACKGROUND
3.1. Theoretical framework, background theory
Market Mapping: A study of various market conditions that is plotted on a map to identify the
corresponding variables between consumers and products. Market mapping can
help companies locate problem areas and figure out the source of problems by examining related
variables
A research method that identifies the key customer requirements in a market and how existing
products are positioned in that market. Market mapping is an important way of identifying gaps
in the market.
SPIN SELLING: It is an acronym of four different types of sales questions that can take a
disinterested prospect to someone who’s motivated to buy. These questions are:
1. SITUATION questions
2. PROBLEM questions
3. IMPLICATION questions
4. NEED-PAYOFF questions
Market research is any organized effort to gather information about target markets or customers.
It is a very important component of business strategy. The term is commonly interchanged
with marketing research; however, expert practitioners may wish to draw a distinction, in
that marketing research is concerned specifically about marketing processes,
while market research is concerned specifically with markets.Market research is a key factor to
maintain competitiveness over competitors. Market research provides important information to
identify and analyze the market need, market size and competition. Market research, which
includes social and opinion research, is the systematic gathering and interpretation of
information about individuals or organizations using statistical and analytical methods and
techniques of the applied social sciences to gain insight or support decision making.
40. 40
3.2. Literature review
In Eugenio Iannone’s book Telecommunication Networks (2011) he talks about the present
telecommunication network as a whole. He has adopted a practical approach that studies
evidence of not only engineering subjects, but also recent developments and research directions
and key market needs that very important in guaranteeing the standard. Iannone starts with a
market analysis of the telecommunication sector needed to individuate trends in equipment
development and services. As a result of which technical advancements do not appear as mere
improvements, but as answers to specific market requirements (Iannone, 2011). Further detailed
attention is dedicated by Iannone to the issues such as real estate and power consumption. These
issues are more important than engineering key performances like capacity or reach in
determining the success of the product in some practical cases. The quantitative data that are
provided for all the analysed systems is inspired by product-level prototypes and real products.
Whenever possible, the measured data are sustained by mathematical modelling (Iannone, 2011).
In G. R. M. Garratt’s book The Early History of Radio: From Faraday to Marconi (1994) and
also in Anton A. Huurdeman’s book The Worldwide History of Telecommunications (2003)
both the authors have given a detailed history about Radio and Telecommunication industry
respectively. Huurdeman in his book talks comprehensively about the development of
telecommunications.
Advances in technologies, increased computing power, improved manufacturing techniques, and
easier access to global markets have prompted organizations to innovate. As a response,
organizations tend to invest more in internal Research and Development (R&D). However, it is
impossible for any organization to acquire all the essential knowledge for the required
innovations in a sector in which it operates.Extant research shows that that one key aspect of
innovation is that it normally combines different knowledge sets (Nonaka et al., 2003; Tidd et
al., 2005). However, such knowledge sources may be frequently found outside the firms'
boundaries (Chesbrough, 2003). Adopting open innovation principles allows ideas to flow most
efficiently across organizations regardless of its origin, with provisions to avoid conflicts
between the partners.
41. 41
(4.) OBJECTIVES OF THE STUDY
1) To determine the market share of Airtel in assigned areas (Pune city).
2) Motivating Navratna outlets and LSOs to use Airtel Money.
3) To increase the sales and awareness of Airtel by college activity.
42. 42
(5.) RESEARCH METHODOLOGY
The research is defined as a systematic and objective process of gathering, recording and
analyzing data for aid in making business decisions. It connotes patient study and scientific
investigation wherein the researcher takes another, more careful look at the data to discover all
that can be known about the subject to study. This research methodology include Survey in the
form of questionnaire.
5.1.1) METHOD OF RESEARCH
Research design is a arrangement of condition of collection and analysis of data in manner that
aims to combine relevance to the research purpose with the economy and procedure. Research
design is important primarily because of the increased complexity in the market as well as
marketing approaches available to researcher. A research design specifies the methods and
procedures for conducting a particular study.
For successfully completing the project both primary and secondary data was used.
Primary data plays a very important role since it gives first hand information which was done
through survey method.
5.1.2) TYPE OF RESEARCH
Descriptive Research: As the Objective suggest, this research will map the comparative
analysis of Total number of Sim sold by Airtel and its competitors. Also it analyses the
awareness of Airtel money and OTV among the retailers. Thus, this research can be termed as a
“Descriptive” type of research.
5.1.3) Type Of Data
Primary Data: The primary data is a first-hand data which is collected by doing survey, filling
questionnaires, by interviewing or by the field work etc. It is a raw data which is collected by the
surveyors or the researchers.
43. 43
Secondary Data: The Secondary data is a readymade data which provides the information that is
not be obtained by any agencies. The collection of secondary data on beer is very tedious. Hence
it is collected from:
• Business Magazines (Business Today, Business India)
• Newspapers (Economic times, Business standards)
• Research papers
5.1.4. Data Collection tools: Questionnaires
5.1.5. Sampling plan
5.1.5.1. Sample frame: All the Retailers in Aundh , Bavdhan, Baner, Sus road, Balewadi,
Shivajinagar , Kharki , JM road and Karwe nagar, FC road and deep bunglow, Gokhale nagar,
Aundh road in Pune.
Airtel Navratna outlets and Retailers who sell Airtel Sim.
5.1.5.2. Sample unit: A Retail outlet:- A retail outlet is an store which sells the simcard and
recharges to the end consumers.
5.1.5.3. Sample size:220 retailers.
5.1.5.4. Sampling method: Non-Probabilistic Sampling:-It is a sampling technique where
the samples are gathered in a process that does not give all the individuals in the population
equal chances of getting selected.
5.1.5.5 Data analysis techniques to be used: Questionnaires, Tabulation, Charts,
Graphs.
44. 44
6. DATA ANALYSIS, RESULTS AND INTERPRETATION
6.1. Data classification
Analysis is the most important part of the survey .It needs to be done in an unbiased form and
with utmost care in the order to draw fair conclusions . The report generated is in a subjective
form . As and when required ,bar graphs and pie charts have been drawn to present a more
comprehensive picture.
The table shows all SIM selling outlets which were surveyed according to the questionnaire.
This table also shows whether they are a Navratna outlet or not and also if they use Airtelmoney.
shop name Navratna
Airtel
Money Airtel Idea Vodafone Uninor
Tata
docomo Aircel
Omkar 10 25 40 10
Roshan
Mahalaxmi Yes Yes 30 4 5 25 5 15
Sai Yes Yes 30 50 25 50 20
Payworld
Bhagwati
Venus
Dream Yes Yes 10 4 4 4
Om 15 10 8 20 5 10
Samrudhi Yes Yes
Mauli Yes Yes 15 20 5 20 20
Prateek Yes Yes 10 10 3 10 5
Mahavir 10 10 8 10
sai variety Yes 40 60 15 50 15
Omkar Yes Yes 30 50 30 40 30 20
No of simcards sold/month
52. 52
6.3. Interpretation of results
1. Number of SIMS sold :
Airtel Idea Vodafone Uninor Docomo Aircel
3225 3985 2726 3400 2423 497
(1.5)
As we can see by the graph the number of SIMS sold of all the leading companies by the
retailers.In the graph it is cleary seen that the IDEA leads the market of shreepad distributor
region by selling 3985 SIMS.
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Airtel Idea Vodafone Uninor Docomo Aircel
No. of SIMS sold per month
no. of sims sold
53. 53
2. MarketShare(in percentage) :
Airtel Idea Vodafone Uninor Docomo Aircel
20 24 17 21 15 3
(1.6)
The Market share and strength is seen by this pie chart .This result is concluded by surveying
220 SIM Selling outlets of Shreepad distributor Area.It is again clearly seen that Idea leads the
market by 24% and Airtel is at third position by 20% .
20%
24%
17%
21%
15%
3%
Market share
Airtel
Idea
Vodafone
Uninor
Docomo
Aircel
54. 54
3. Reasons for not using Airtel Money(in percentage) :
Were not aware 10
Refund problem 15
Time issue 35
Complicated 65
Reasons for not using Airtel money 0
(1.7)
In this bar graph reason for not using the Airtel money by the retailers is shown . It was observed
that out of 125 non Airtel Money using outlets, 65 of the outlets found it a complicated concept
to understand. Where as 35 of the outlets said it engaged a lot of time and that much time they
cannot devote on a single customer.
Retailers get back money in lapu ( refunding ) , that took time and sometimes retailers lost the
track . Lastly very few Retailers were not even aware of the Airtel money Concept.
65
35
15
10
0 10 20 30 40 50 60 70
Reasons for not using Airtel money
Complicated
Time Issue
Refund problem
Were not aware
Series1
55. 55
4. Figures of May of SSO :
May MTD April MTD
182 186
(1.8)
This figures shows the actual activations by SSOs in shreepad distributor region of May month.
180
181
182
183
184
185
186
187
May MTD April MTD
Sim sold by SSO
Series1
56. 56
5. Airtel Money Express A/c :
Last month till date Month till date
44% 56%
(1.9)
This pie chart shows the increase in awareness of the Airtel Money . At the end of the month
express a/c activated were 173 comparing to last month which were only 135.
6. Activations by Navratna Outlets (No’s):
Month till date Last month till date Non started
1288 1208 9
(2.0)
Month till
date
56%
Last
Month till
date
44%
Airtel Money ExpressA/c
1288 1208
9
Month till date Last Month till date Non Started
Activations by Navratna Outlets
Series1 Series2
57. 57
This bar graph shows clearly the activations done by Navratna outlets. Last month 1208
activations were done and this month 1288.There were 9 Navratna outlets which have not yet
started the activation .
7. Money Number portability by Airtel :
LMTD MTD
38% 62%
(2.1)
Comparing to last the month, Mobile number portability by Airtel was increased to 62%. Month
end showed MNP were 38.
M T D
62%
L M T D
38%
M N P
58. 58
8. 3G Lapu Tertiary :
MTD LMTD
340000 190500
(2.2)
This Bar graph shows the Tertiary gained through 3G in the Shreepad Distribution Area. It was
337808 in May end.
0
50000
100000
150000
200000
250000
300000
350000
400000
M T D L M T D
59. 59
(7.) CONCLUSIONS / LEARNINGS FROM THE
PROJECT
7.1. Salient conclusions from the work / the learnings of the Student through
the Project.
Analysis was done in the area of Shreepad Agencies Pvt. Ltd, which has 220 Sim Selling outlets.
As per the analysis according to SIM selling criteria , Airtel is at 3rd position with Idea leading
the market.
As Airtel launched 3G back in Maharashtra and Goa, it helped a lot in regaining the 3G
customers from the the competitors. Although its rate are pretty high, which is the only
complaint against it.
Pune being a student hub, every year lakhs of students come to this city. Airtel surprised its
competitors by launching Airtel Friends pack just at the right time, that is at college reopening
date. To promote this friends plan many promotional activities were held like college activity,
canopy activity. This helped Airtel to gain more and more profits.
Company has an excellent reach in the market through the retailers
Retailers are fully aware about the different schemes of the company
Retailers get there margins without any delay.
Company has established good brand equity in the market.
Company does not have good network for 3G
Company has brought 3G very late in Maharashtra and Goa and because of it customers
are using the competitor’s 3G.
Also 3G tariffs are high as compared to competitors
Airtel customer base for 3G is very less so there is an immense scope for getting new 3G
customers
High future scope for LTE (4G).
Untapped rural market.
60. 60
(8.) LIMITATIONS OF THE PROJECT
Dealers and Retailer do not like to give information of their selling.
The projection is purely based on verbal meeting and may be influenced by
unprecedented factors.
Lack of interest in retailers to provide full information of their performance.
Problem occurred in collection of competition details from the retailers.
61. 61
(9.) RECOMMENDATIONS / CONTRIBUTION TO THE
COMPANY
9.1. Guidelines for the implementation basedon conclusions
Firstly Airtel should control the switching of the customers
Many areas have network issues which are unsolved, that has to be taken care of.
Create a Healthy relationship with the retailers and make them aware about the various
schemes of the company.
Company should increase the number of outlets.
9.2. Procedure for implementation
Airtel should reduce the 3G rates as it is the only reason for switching of the customers.
The Sales people of the company should spend more time with the retailers and should
communicate the schemes to the retailers.
Sangamwadi area has 3 major bus stops which connects to all the big junctions. That area
has only one Airtel outlet. Increasing no. of outlets in that area would profit the company
definitely.
9.3. Expected outcome from the recommendations
Reducing the 3G rates help the company in customer retention.
Spending more time with the retailers would lead to push in the sales and the awareness
about the various schemes of the company.
Increasing number of outlets would help them to cover the untapped market.
9.4. Scope for future work
This research report will help the company to determine its position in the market. It will also
help the company to further increase its sales by increasing the awareness of various schemes of
the company.
62. 62
APPENDIX
QUESTIONNAIRE
Name Of outlet __________________________
Type of outlet: LAPU❑ SISO❑ LAPU AS WELL AS SISO❑
1. Do You Sell Airtel simcard?
❑ No ❑
2. How Many Airtel simcard do you sell in a month?
3. How Many Idea simcard do you sell in a month?
4. How Many Vodafone simcard do you sell in a month?
5. How Many Uninor simcard do you sell in a month?
6. How Many Docomo simcard do you sell in a month?
7. How Many Other company simcard do you sell in a month?
8. Do You have Airtel money account?
❑ No ❑
9.If no, why are you not using it?
63. 63
____________________________________
10. If yes, are you aware about the features of Airtel Money?
❑ No ❑
11.Are you currently doing the sim activation through OTV?
❑ No ❑
12. If no, why are you not using it?
___________________________________
13. If yes, does the verification happens Immediately?
❑ No ❑
14.Any issues related to Airtel?
64. 64
BIBLIOGRAPHY
Crawford, S. (2013). Captive Audience. Yale University Press
Desai, A. (2006). India's Telecommunications Industry. Sage Publications
Neil-Rackham. ( May 1988). SPIN selling. McGraw-Hill Professional.
www.airtel.com
http://www.airtel.in/about-bharti/media-centre/bharti-airtel-news/enterprise
http://digitalwrestle.wordpress.com/
http://www.airtel.in/wps/wcm/connect/cce8813c-5565-4b39-8a67-122a3a7bbc59/Bharti-Airtel-
Annual-Report-2013
http://www.airtel.in/Airtel3G
http://www.airtel.in/money
http://www.ideacellular.com/
http://www.tatadocomo.com/
http://www.aircel.com/AircelWar/appmanager/aircel/maharashtra
