1. Amity Global Business School
Project report on:
Awareness, Perception and Satisfaction of Retailers with Airtel
Products With respect to Airtel, Bhubaneswar
A report Submitted in partial fulfillment of the requirements of
Master in Business Administration Programme
Submitted by:
Soumya Ranjan Sahoo
Enroll no: A30401910007
Batch: 2010-2012
2. DECLARATION
I do here declare that, the project work entitled “Perception and Awareness of
the Retailers for Airtel Products, Services, Marketing Communication and
their Benefits from the Company and Channel Satisfaction and Claim
Settlement” is submitted by me and has been carried out at “Bharti Airtel Limited,
Bhubaneswar” under the guidance of Mr. Manoj Kumar Patra, Territory Sales
Manager (TSM), Mr. Vivek Kumar ,Zonal Sales Manager (ZSM), Mr. Rakesh
Kumar Singh, Zonal Business Manager (ZBM), Bharti Airtel (Orissa)Limited and
Mr. Dipti Ranjan Sadangi, faculty of Amity Global Business School,
Bhubaneswar, is a original work done by me and has not been published in any
form till date.
Date- Soumya Ranjan Sahoo
Enroll no: A30401910007
Place-Bhubaneswar Batch: 2010-2012
3. ACKNOWLEDGEMENT
“No man is indispensable, but there are certain mortals without whom the quality
of work suffers. Their guidance becomes indispensable in acquiring quality result”.
I would like to thank our faculties and my internal guide Mr. Dipti Ranjan
Sadangi, because without his valuable guidance, encouragement and co-operation
this project could not have been possible.
My heartfelt thanks toMr. Rakesh Kumar Singh, Zonal Business Manager
(ZBM), Mr. Vivek Kumar ,Zonal Sales Manager (ZSM), Mr. Manoj Kumar
Patra, Territory Sales Manager (TSM) , who gave me most valuable time for
providing me with the right kind of training and information that was helpful for
my project.
My deepest regard to my parents who have always encouraged me in pursuit of
higher education. They have been immense source of inspiration and support to
me, as well without which completing the course of this study could have been
difficult.
Soumya ranjan sahoo
4. Table of Content
Sl.no Particular Pg.no
1 Declaration
2 Acknowledgement
3 Executive summary
4 Introduction
5 Company Profile
6 Distribution Procedure & Sales Force
7 Products of Airtel, Outlet Categorize & Target Setting
8 Data Analysis and Interpretation
9 Conclusion and Recommendations
10 Questionnaire
11 Bibliography
5. Executive Summary
It is no wonder that in today‟s aggressive business environment, the challenges of sustaining in
these competitive surroundings, preoccupies the minds of many Business leaders. Customers
have many options to choose their telecom operator from competitive market. Furthermore, they
often perceive that what they are purchasing is, for all practical purposes, a commodity that can
be easily obtained from other companies, if need be. So, how does a corporation distinguish itself
in a highly commoditized and competitive market? Today‟s business is more dependent, than
ever before, on their top performing product to be innovate and provide services that
differentiate a company from its fierce competitors. In other words, corporations rely upon their
product and human assets to survive and thrive.
Airtel is one of the leading telecom firms of the country. Airtel is providing intermediate services
to the people of India since 1995. The company is largest cellular service provider in India and
fifth largest in the world in the field of various telecom services like Mobile network, wireless,
landline, broadband, satellite television, etc. The company is famous for world presence, vast
network coverage, excellent service and brand image managed by experts.
This project was carried out for Bharti house, Infocity, Patia, Bhubaneswar, Odisha. This is one
of the leading centers for marketing and sale of Airtel product and services in eastern region. The
project was carried out for 45 days as summer internship program in a systematic manner.
This project report contains various section where I‟ve discussed about company profile, its
present strength, methodology used, sample size, sample unit, analysis and discussion,
questionnaire, and annexure. I have used various quantitative techniques to find out the relation
between various factors that contribute to awareness & perception of retailer.
After market study it can be said there is very tough competition between various telecom firms
like Airtel, Vodafone, Aircel, BSNL, Stel, Smart, etc. But still Airtel is leading the market of
Bhubaneswar. Through this study I‟ve tried to find out the awareness level of retailers for airtel
product and services at the same time I‟ve also focused on perception of retailers for same. As a
channel partner for sale of product it is essential to know about present awareness of retailer. By
6. this we are able to find the proficiency of FSE‟s in communicating various offers and schemes of
Airtel. At the same time we are getting information about the need for any further improvement
in marketing and sale of airtel product to grasp opportunity for new customer base and retaining
old customer base.
8. INTRODUCTION
The bigger challenge for the Company, however, is in building a unified global
character embodying the highest standards of corporate governance that Airtel is so
proud of. In the last ten months, we have initiated synchronized action on multiple
fronts – people leadership, brand presence and the business eco-system.
Sunil Bharti Mittal
Bharti Airtel limited is a leading global telecommunications company with operations in 19
countries across Asia and Africa. The company offers mobile voice & data services, fixed line,
high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national &
international long distance services to carriers. Bharti Airtel has been ranked among the six best
performing technology companies in the world by business week. Bharti Airtel had 200 million
customers across its operations.
Airtel the biggest telecom player in Indian market in terms of subscribers and revenue. From the
days of initiation Airtel maintained an image of better networking, better consumer service in
terms of CRM and a brand of high image which in other words can be said as Airtel USP. In
Odisha market Airtel entered in the year of 2004 December and within three years of time it
captured a lion‟s share in the market. In some of the major cities Airtel is a market leader.
After four years of operation in Odisha market Airtel played a game as it reduces the margin
from distributor to retailer because it got the brand loyalty from the subscribers and succeeded
with its PULLING strategy in the market also with some highly innovative value added schemes.
Provides telemedia services (fixed line and broadband services through DSL) in 87 cities in
India. Provides an integrated suite of Enterprise solutions, in addition to providing long distance
connectivity both Nationally and Internationally.
In particular Bhubaneswar market the Airtel faced a great challenge after the reduction in
margin. Lots of strikes were done against company and many retailers refused to sale Airtel
products and this made Bhubaneswar the toughest market in the Eastern part of the country. It
put a challenge in front of the sales team to maximize the sales. Though Airtel has 32% market
share in Bhubaneswar but it still facing tough challenge from its rivals.
Airtel Subscribers:
1. Total number of subscribers in India 21, 19.19,000 GSM mobile, 32, 96,000 Telemedia
customers and 5,663,000 Digital TV Services.
2. Airtel has a market share of 35.3% of total 147,346,606 GSM customers.
3. Airtel has 23 circles in India, has agreement all over the country except North East provision
to the country.
4. Airtel started its operation in Orissa in the year of 2004, 4th Dec.
5. Up to the latest report Airtel has a total 22,691,429 subscribers in Orissa.
9. Airtel in Bhubaneswar:
Population of Bhubaneswar is nearly 904,225 and 40% of this total population uses mobile
phones.
From total mobile subscribers Airtel has a market share of 22%, having highest market share
in the Bhubaneswar region.
Airtel has setup 55 BTS (towers), showing its quality and reputation of network coverage.
Over 1620 Retailers (registered up to 6th May 2009) available in this Urban area and many
more retailers‟ sales Airtel vouchers also (these are not registered).
(Those retailers sale Airtel sim are considered to be registered)
NEED OF THE STUDY
Airtel is an old & fastest growing company & leading in the communication market providing
ever best possible service to the customers. New & advance facilities & plans are being
introduced day by day & those are only to satisfy customers taking care of customers need.
OBJECTIVES OF THE STUDY
1. To understand the awareness of Airtel products among retailers in the market.
2. To create interest as well as find out the potential new retail outlets
3. To analyze the retailer‟s perception towards Airtel
4. To know the satisfaction level of Retailers towards Airtel products and services.
5. To maximize retail outlets through traditional channel that will increase the sales in future.
6. To create more numbers of Airtel subscribers.
METHODOLOGY
Data collection:
Our study used both primary & secondary data.
Secondary Data
I have collected all the details from the FSEs and the team leader of the hindustan Agency
distributor.
Sources of Data
1. Hindustan Agency team leader‟s personal data.
2. Territory managers personal report behalf of exploration of business.
Primary Data
Primary data has been collected from the new retail outlets and existing outlets and new.
Methodology
1. Meeting all the retailers (Those who are interested to sale Airtel products).
2. Explaining about the business and how to incur profit and giving them competitors‟ feedback
through one to one interaction.
3. Creating interest to become a new Airtel outlet by showing leaflets of different features.
4. Finding out the retailers through schedule method.
5. Convincing & creating interest through pushing strategy.
6. All the procedures were recorded through proper questionnaires.
10. SCOPE OF THE STUDY
By this study satisfaction as well as attitude towards the Airtel has been found out, which can be
used in strategy formulation in Cuttack, Orissa.
1. Lacking & factor for dissatisfaction has been studied from Retailer point of view which can be
taken care & improved.
2. Getting an opportunity to convince & interact with the Retailers.
3. Creating awareness & finding out potential Retailers for Airtel.
LIMITATIONS OF THE STUDY
At most attention was taken to eliminate any kind of biasness & misinterpretation in the study to
get optimum result. Even though the following limitations could have certain degree of impact
on the findings.
1. The study was confined to Bhubaneswar, Hindustan agency only which may not represent the
real picture of the entire Cuttack market.
2. Many retailers were not interested in Airtel because of steep competition in the locality among
retailers.
Data collected about satisfaction & awareness level may not represent the real picture as the
sample size covered only 200 retailers.
Type of Research: A descriptive research has been followed for the study
Sampling technique: A cluster sampling has been used for the study.
Sample Size:
1. Survey for Retail outlets: 200
2. Survey for New Subscribers: 862
3. Airtel special scheme promotion: 11
SCHEDULE DESIGN
There were different question patterns were designed for individual tasks and informal
interviews were also conducted in case of new scheme promotion. Questions those have been
filled by us according to the response of the respondents about the different questions & in the
mean while their reaction towards the different perceptions towards different communication
companies have been observed.
There are some general questions to make them comfortable to answer.
The parameters that are measured
1. Retailer reliability
2. Customer awareness
3. Customer satisfaction
4. Factor Preference
Questions were designed for:
1. Opening up New Retail Outlets
2. New Airtel Subscribers
12. COMPANY PROFILE
Bharti Airtel
Type: Public, Listed on BSE and NSE
Founded: 1985
Headquarters: New Delhi, India
Key people: Sunil Bharti Mittal (Chairman and CEO)
Industry: Telecommunication
Products: Mobile Network, Wireless, Landline, Broadband, Satellite Television
Revenue: $13,319 Billion
Profit: $ 3,983billion (2010)
Total assets: $15.527 billion (2010)
Total equity: $9.491 billion (2010)
Employees: 24,501 (December 2010)
Parent: Bharti Enterprises (63.45%)
SingTel (32.15%)
Vodafone (4.4%)
Website: www.airtel.in
Bharti Airtel Limited commonly known as Airtel, is an Indian telecommunications company
that operates in 19 countries across South Asia, Africa and the Channel Islands. It operates a
GSM network in all countries, providing 2G or 3G services depending upon the country of
operation. Airtel is the fifth largest telecom operator in the world with over 207.8 million
subscribers across 19 countries at the end of 2010. It is the largest cellular service provider in
India, with over 164.61 million subscribers at the end of 2011 April. Airtel is the 3rd largest in-
country mobile operator by subscriber base, behind China Mobile and China Unicom.
Airtel also offers fixed line services and broadband 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 this Cisco Gold Certification. To earn Gold Certification, Bharti
Airtel had to meet rigorous standards for networking competency, service, support and customer
satisfaction set forth by Cisco. The company also provides land-line telephone services and
broadband Internet access (DSL) in over 96 cities in India. 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.
It is known for being the first mobile phone company in the world to outsource everything except
marketing and sales and finance. Its network (base stations, microwave links, etc.) are
maintained by Ericsson, Nokia Siemens Network and Hawai, business support by IBM and
transmission towers 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. This enabled the company to provide pan-India phone call rates of Rs.
1/minute (U$0.02/minute). Call rates have come down much further. During the last financial
13. year [2009-10], Bharti has roped in a strategic partner Alcatel-Lucent to manage the network
infrastructure for the Telemedia Business.
Bharti is the “total telecom provider” for India‟s large enterprises. It harnesses the power of
alliances to combine with ownership of media and technologies to create business-enabling end-
to-end solutions. Bharti work closely with their enterprise customers to uniquely address all their
strategic connectivity needs, by using a mix application of technologies. The entire organization
is tailored to bring focus to our customers‟ need through a unique multi-dimensional structure;
Airtel‟ philosophy is “Value Creation” for the customers. Therefore it creates solutions that are
flexible, scalable, robust Business process management system which helps in monitoring of
output performance of processes in the form of Non Financial Parameters which are reviewed at
different levels i.e. Location, Regional, Functional, National and crop office level.
Continuous process improvement happens within the organization based on Voice of customers
using six sigma methodology and knowledge management. The organization has been in six
sigma champions, black belt, green belts, and yellow belts. All AES employees are trained in the
strategy, statistical tools and techniques of Six Sigma quality.
Business Strategy
“To capitalize on the growth opportunities that the company believes are available in the Indian
telecommunication market and consolidate its position to be the leading integrated
telecommunication services provider in the key market in the India, with a focus on providing
mobile services”.
Focus on maximizing revenues and margins.
Capture maximum telecommunication revenue potential with minimum geographical coverage.
Offer multiple telecommunication services to provide customers with a “one-stop shop
solution.
Position itself to tap data transmission opportunities and offer advanced mobile data services.
Focus on satisfying and retaining customers by ensuring high level customer satisfaction.
Leverage strengths of its strategic and financial partners.
Awards and recognition
Bharti Airtel has received recognition for its innovative practices across the world, some are as
Follows:
3rd Largest Wireless Operator In The World, Largest Private Integrated Telecom
Company In India, Largest Wireless Operator In India, Largest Private Fixed Line
Operator In India, Largest Telecom Company Listed On Indian Stock Exchanges.
Sunil Bharti Mittal, - GSM Association Chairman‟s Award 2008, Padma Bhushan
Awards In 2007.
airtel ranked second in the Economic Times-Brand Equity Most Trusted Brand Survey
2009.
Bharti airtel ranked India‟s second most valuable company, by Business Today in 2009.
14. 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 Business Week 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 revolutionizing 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.
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 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 bagged top honors 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.
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.
Bharti airtel has received the prestigious Business world-FICCI-SEDF Corporate Social
Responsibility Award 2009-2010. The FICCI Socio Economic Development Foundation
(FICCI-SEDF) and Business world CSR award was instituted in 1999 to recognize
exemplary responsible business practices by the Indian industry
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.(10-11)
Economic Times Telecom Awards 2011
- Innovative Product Value Added Service
- Customer Experience Enhancement
NDTV Profit Business Leadership Awards 2010-11
15. - Top Telecom Company
- Sunil Bharti Mittal - Business Innovator of the Year
- India‟s Most Innovative company - Wall Street Journal
Telecom Operator award 2011 - Won in 5 categories.
- Most Admired company
- Best National Mobile operator
- Operator with Rural performance
- Best VAS provider
- Best Enterprise services
Airtel Vision
“Airtel will be the most loved brand, enriching the lives of millions”
By 2015, airtel will be the most loved brand, enriching the lives of millions.
Loved by more customers
Targeted by top talent
Benchmarked by more business
Airtel Mission
We will meet the mobile communication needs of our customers through:
" 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."
18. Airtel distribution channel:
Distribution procedure and Margins:
In Urban Areas
Airtel directly supply its products to the distributors in Urban Areas through Territory
Manager.
Territory Manager distributes the products as per demand for individual distributors,
which is scheduled as per the target for the territory.
In urban areas the Margin for the Distributor is 1.3%.
Distributor distributes the products to the FSEs‟. Their job is to supply those products to
the Retailers.
The Retailers margin is 2.7% (2.5% margin on RCV Rs.10/- and for all other RCVs the
margin is 2.7%).
So, from this above analysis and distribution channel system, the outcomes are.
1. The company is spending nearly 4% in Urban Areas.
2. In Rural Areas the company is spending a margin nearly 4.5%.
(So the company has been taken a great step in sales maximization in rural areas that they will be
able to reduce the margin and will not have a loss in rural areas.)
Stock system in distribution:
The complete stock maintenance procedure is categorically divided in two parts.
1. Stock to be maintained by Distributor
2. Stock to be maintained by Retailer
In the case of Distributor:
The distributor has to keep the LAPU balance for minimum 7 days; Here 35% of the value must
be in RCV.
In the case of Retailer:
The retailer has to keep LAPU balance for 3 days (minimum amount Rs.1500); Here 33% of the
value must be in RCV.
(The FSE visits each Outlet in alternative days whether there is any shortage of product or not.
The supply system of Airtel is so strong that a Retailer will never go with shortage of product. It
is also a compulsory task for each FSE to go and to ask Retailers whether there is any shortage of
product, once in every 2 days.)
19. SALES: (The way Airtel sales designed)
Selection of
Sales Force
Controlling of Sales Tranning of
Sales Force Manager Sales Force
Motivating of
Sales Force
Selection of sales force-
They recruited separate department for sales and work of those employee is to get or generate
more and more revenue for organization.
Training of Sales Force –
After Recruitment they are trained their employee for effective working and in this training
period they guided employee. How, when, where, what .and to whom we they can sale their
product.
Motivating of sales force –
If because of some reason any employee is not able to do their best performance in that case
rather than any action they use motivation as a tool for increasing morale of that employee.
Controlling of sales Force –
They also control the sales force because they know the importance of control system in
organization. They are using these entire four step for decide their sales force and each step they
are also Check they are doing right things or not and if they thing changes are needed than they
20. revised whole process again. That‟s why we can see the difference between Airtel sales growth
and other challenger and follower.
Sales Force Automation-
A sale force automation solution (SFA) is a system that automatically records all the stages in a
sales process. This includes a contact management system which tracks all contact that has been
made with a given customer, the purpose of the contact, and any follow up that might be
required.
What to get-
Ensures that your sales effort doesn‟t get duplicated thereby eliminating the risk of irate
customers. Sales lead tracking system creates a list of potential customers or customers of related
products, through paid phone lists. Fully integrated in all departments that deal with customer
service management.
How it benefits Airtel sales team-
For your business: your sales team can approach the market in an organized and efficient
manner. For your managers: now monitor the performance of your work force, solve potential
problems and make your people more proactive. For your sales teams: now it‟s easier to close a
deal by keeping a track of your orders, proposals and clients
Airtel in Bhubaneswar Market
Number of distributor in Bhubaneswar:
In Bhubaneswar region there are total 8 distributors :
1. HINDUSTAN AGENCY
2. AKASH AGENCY
3. A K TYRE AGENCY
4. MAX TIME AGENCY
5. BALAJI AGENCY
6. R K AGENCY
7. R S C AGENCY
8. SHREE AGENCY
These are the above agency which operates the total market of Bhubaneswar region. Through
this agency‟s the Bhubaneswar market is marketed by FSE (field sales executives) by the
21. respective agency. As I had done my research under Hindustan agency, so the target of June
2011 data is described below.
HINDUSTAN AGENCY has the maximum area coverage in Bhubaneswar region. I have
analyzed its FSE‟s target and achievement :
FSE TARGET (JUNE 2011)
HINDUSTAN AGENCY REPORT(Airtel Distributor , Bhubaneswar Region)
Sl.no FSE RCV(%) G.A LSO SSO ZD
1. OJHA 24.00 1100 75 75 4000
2. BAIDYA 16.60 750 90 90 4000
3. CHINMYA 16.00 1000 80 80 4000
4. BAPI 17.50 1050 85 85 4000
5. PURNA 12.50 1050 85 85 3000
6. SANTOSH 9.00 300 64 64 2600
7. MANOJ 8.50 300 60 60 3000
8. RAJIV 10.50 950 76 76 2600
9. SISIR 12.50 550 85 85 3000
total 127 7000 700 700 30,200
23. Products of Airtel
SIM (Security Identification Module)
The base product of company, required for new subscriber. Now Airtel provides this sim with
64kb memory.
The cost of sim to company is Rs 40/- with life time option. The sim is provided to the
company at free of cost which the retailer can sale at maximum Rs 100/- .
LAPU:
A SIM is provided to retailers from the company at free of cost for providing easy recharge
service. Only regular retailers have this facility. This SIM has a memory of 128kb and specially
designed for easy recharge purpose. A retailer has minimum 5 easy recharge customers per
month, failuring this target the SIM will be automatically deactivated. This SIM has also Rs 300
talk time free Airtel to Airtel.
PRIMARY (The products those are supplied to the distributor from the company is said to be
Primary)
SECONDARY (The products supplied to the Retailers from the Distributors through FSEs is
said to be Secondary)
TERTIARY (Here the Retailer sold the products to the customers) Recharge voucher:
In every 1000 rupees of easy recharge the retailer must have to keep 33% of paper vouchers
where the distributor has to keep 35%.
Recharge vouchers are available at different costs from Rs 10/- on words and easy recharges
are available from Rs 30/- on words.
Paper voucher is maximum available up to Rs 120/- where easy recharge is available up to
RS 10,000/-.
SIM activation procedure:
(During training I had informed and demonstrated this procedure to the new outlets) SIM is
provided by the company to the distributor and the distributors‟ supplies the sim as per
individual Retailers demand. The sim initially is not activated, after any subscriber bought this
sim then the retailer uses a special procedure through its LAPU sim to activate that sim. But
during recent scenario maximum retailers are supplying activated sims to the retailers that the
new subscriber can easily use the new sim without any delay in the service.
To activate the sim following procedure is followed
Step1: The retailer sends a sms through the LAPU.
UN (space) Mobile Num to 59109
Step 2: This sms reaches to 59109 (technical section) and then 3 new sms comes in
return one to Retailer, next one to FSE and the last one to the Distributor.
Step 3: Then the distributor send a new sms.
24. After this the new sim will be activated and will be ready to use.
UN (space) Mob Num to 59110
As now a day in the Bhubaneswar market the distributors are providing retailers activated Sims.
If any new person will subscribe the to a new connection the retailer provides him the way to
activate the sim.
The new subscriber can only get this sim after paying the cost of sim, providing necessary and
original documents required and after getting the confidence of the retailer that the provided
documents are valid. After the new subscriber bought the sim, 1st that person has to insert the
sim in the mobile phone and then has to call 123, (Airtel customer service number (toll free).
Then the sim will be automatically activated and will be ready to use.
Necessary Documents for New Subscription:
1. The new subscriber must have to be an Indian citizen.
2. He/She has to give one latest his/her photo.
3. Any valid document showing his nativity or residential proofs like Pass Port, DL, Voter ID,
home electricity or phone bill(land line, BSNL preferred) etc.
Actions on Fake documents:
1. If the documents are known to be fake or doubtful then the connection will be cutoff
immediately.
2. Legal action can be taken against the retailer or the distributor for this negligence.
How to check the authenticity of the Sim and the number at the distributor/retailer level:
Sometimes the AEAF contains some error on the Sim number or mobile number. The retailer or
the distributor can directly check the authenticity of this trough special Airtel service. They can
do a sms to know this. By using this service they can get the conformation on the Sim and
mobile number at the basic level.
Seek (space) Mobile num/Sim num to 59300
25. Airtel in ODISHA Market
Orissa mobile subscriber increased by 46.8% in 2011 …
Mobile subscriber base of Orissa increased by 46.8% during FY2011 to reach 45.8 million
Orissa’s growth rate is considerably higher than national average of 38.9%
Orissa is one of top 5 fastest growing mobile telecom markets in India
Active wireless subscriber base in Orissa is 63.6% resulting in 14.2 million active mobile users
By March 2011, Orissa is 17th largest wireless telecom market in India accounting for 2.5% of
total active subscriber base
Mobile tele density of Orissa circle is 53.4% while active mobile tele density is at 34.0%
Bharti Airtel enjoys market leadership with 34.0% market share ….
In Orissa wireless telecom market, Bharti leads with 23.1% share in terms of total subscriber
base followed by BSNL (17.1%), Reliance (16.2%), Tata (11.5%) and Aircel (10.6%)
Airtel extends market share in terms of active subscriber base as 93.7% of its mobile
subscribers are active compared with 59.8% for BSNL and 60.6% for Reliance
In terms of active subscriber base, Bharti has 34.0% market share followed by BSNL (16.1%),
and Reliance (15.5%)
Airtel’s dominance is such that the gap between market shares of top 2 players (Bharti and
BSNL) is 17.9%
Top 5 players accounts for 84.8% of Orissa’s active mobile subscriber base
26. ODISHA ACTIVE MOBILE SUSCRIBERS
MARKET SHARE (MARCH 2011)
Sales
7%
Airtel
16%
34% Vodafone
Relience
Tata
8%
Aircel
BSNL
9% Others
11%
15%
-100% Equals to 14.2 million-
28. OBJECTIVES OF THE STUDY
1. To measure the customer satisfaction and pinpointing the problems.
2. To examine mostly on what services customers feel happy and on what services feel
unhappy with the services provided by Airtel.
SCOPE OF THE STUDY
Whether the customers get real satisfaction with the service.
The study was restricted to the sample from the Mansarover.
This project studied on the basic criteria of knowing the degree of satisfaction regarding
Airtel services.
METHODOLOGY
Research Methodology : Survey Method
Research Instrument : Questionnaire
Contact Method : Personnel Interview
The questionnaire was the main tool used for securing the responses form the
customers regard the companies products and services.
The customers were contacted personally, & interviewed in Mansarovar, Jaipur.
The valuable information was collected from the customers respect to their needs,
wants, and opinions of the services provided by Airtel and suggestions were drawn.
DATA COLLECTIONS:
The data collection is of two types. They are:
1. Primary data.
2. Secondary data
Primary source of data:
29. Meaning: primary sources of data are the data which needs the personal efforts of collect it and
which are not readily available.
Primary sources of data are the other type of sources through which the data was
collected.
Following are the few ways in which the data was collected:
1. Questionnaires: Its set of questions on a sheet of paper was being given to the
respondents of fill it, based on which data was interpreted.
2. Direct interviewing: Direct interviewing involved the process where I asked the
questions directly to the retailers and got the feedback.
Secondary sources of data:
Secondary sources are the other important sources through which the data were
collected. These are the readily available sources of the data where one had no need to put
much effort to collect because it is already been collected and part in an elderly manner by
some researchers, experts and specialties.
The Secondary sources helpful for study were:
Textbooks like marketing management, research methodology, advertisement and sales
promotion etc.
1. Internet was made use for the collection of the data.
2. Newspapers were also referred.
3. Business magazines were also referred.
4. Some journals were also referred.
5. Library survey:
This was also undertaken for the collection of data. This type of research is based on books,
periodical, journals, documentation, and secondary data etc., which are available in the library.
30. Sample Design
Sample of 50 customers were drawn on random basis. The main aim is to cover a
majority of respondent’s allover Mansarovar Considering the convenience and time constraint,
the study is confined to Mansarovar.
The sample of 50 customers, age group is between 17 to 60 years those are
businessmen’s, students, employees, housewives, lecturers.
PRESENTATION OF THE DATA:
A schedule of 18 questions has been prepared to suit the objectives of the study.
On the basis of convenient random sampling technique, the respondents have been
selected and information has been collected.
The collected information has been classified, tabulated, analysis using mathematical
tools like percentages and interpretations have been drawn.
After analysis, findings have been drawn and suggestions are offered.
DATA INTERPRETATION & ANALYSIS
PERIOD OF AIRTEL MOBILE SERVICES
OBJECTIVE:
To know how long the respondents have been using mobile services of Airtel.
TABLE:
Period No of respondents
0-1 Year 20
1-2 Years 15
2-3 Years 10
Above 3 years 5
31. GRAPHICAL REPRESENTATION:
Usage period of Airtel mobile services
25
20
20
15 0-1 yrs
15
1-2 yrs
10 2-3 yrs
10
above 3 yrs
5
5
0
1 2
INTERPRETATION:
The above chart or table furnished the information as 40% of the respondents have
been using recently, most of the respondents i.e. 30% have been using from last 1-2 years,
20% of the respondents have been using from last 2-3 years and remaining 10% of the
respondents have been using from last 3 years.
TYPE OF CUSTOMERS
OBJECTIVE:
To know the percentage of Pre-paid and Post-paid customers.
32. TABLE:
Type of customers No of respondents
Pre-paid 40
Post-paid 10
GRAPHICAL REPRESENTATION:
Type of customers
Postpaid
20%
Postpaid
Prepaid
Prepaid
80%
INTERPRETATION:
The above table depicts the information is most of the respondents i.e. 80% are pre-paid
customers and remaining 20% of the respondents are post-paid customers.
Pre-paid: Some of the pre-paid customers are not happy with the hidden charges and call charges
per minute.
Post-paid: Some of the customers are not receiving bills every month and not happy with the
billing.
33. CUSTOMER CARE OFFICER RESPONSE
OBJECTIVE:
To know customers are satisfied with the response and services of customer care officer.
TABLE:
Opinion No of respondents
Yes 40
No 10
GRAPHICAL REPRESENTATION:
Satisfaction % of customer care officer
90%
Yes
80%
70%
60%
50% Yes
40% No
30%
No
20%
10%
0%
1 2
34. INTERPRETATION:
The above table and chart furnished the information as most of the customer’s i.e.85% is satisfied
with the services provided by customer care officer and remaining 15% of the customers are not
happy due to following problems.
Customer care officer is not providing accurate information, sometimes not responded properly.
HOW MUCH TIME CUSTOMER IS WAITING TO GETTING CONNECTED TO THE
CUSTOMER CARE
OBJECTIVE:
To know how much time the customer is waiting to getting connected to the
customer care.
TABLE:
Time No of respondents
With in 5 minutes 15
5-10 minutes 10
10-15 minutes 15
15-30 minutes 10
GRAPHICAL REPRESENTATION:
Waiting time to connect customer care
20
15
10
5
0
With in 5 5-10 min 10-15min 15-30 min
min
35. INTERPRETATION:
The above chart reveals the information as most of the customers i.e.25% are waiting 5-10
min to connect customer care officer, 45% of the customers are connected to customer care officer
with in 5 min, 15% of the customers are waiting 10-15 min and 15% of the customers are waiting
15-30 min. 35% of the customers are facing the problem of connection to the customer care due to
the problem of busy network. So I suggest that increase the manpower at customer care centers.
CUSTOMER SATISFACTION ON OVERALL PERFORMANCE OF THE AIRTEL
OBJECTIVE:
To know whether the customer is satisfied or not based on over all performance of
the Airtel.
TABLE:
Opinion No of respondents
Highly Satisfied 10
Satisfied 30
Average 5
Dis-Satisfied 5
GRAPHICAL REPRESENTATION:
Satisfaction % on overall performance
70
60%
60
50
40
30
20%
20
10% 10%
10
0
Highly satisied Satisfied Average Dissatisfied
36. INTERPRETATION:
With the above table and acquired information I conclude that the most of the customers
i.e.60% are satisfied on overall performance of the Airtel. 10% of the customers are satisfied as
average, 20% of the customers are highly satisfied and remaining 10% of the customers are dis-
satisfied on overall performance of the Airtel.
HOW FREQUENTLY CUSTOMERS ARE USING VALUE ADDED SERVICES
OBJECTIVE:
To know that how frequently customers are using value-added-services like SMS
(short message service), CALLER TUNES, ROAMING & AIRTEL GPRS.
TABLE:
Value-Added-Services No of respondents
SMS 40
Caller Tunes 30
Airtel GPRS 25
INTERPRETATION:
The above table provided the information as most of the customers i.e. 30 customers
are using Caller Tunes, 40 customers are using SMS, and 25 customers are using Airtel GPRS.
Customers are very happy with Airtel GPRS service as they can connect very easily using
this service.
CUSTOMER OPINION ON PRICING OF AIRTEL PRE-PAID AND POST-PAID SERVICES:
OBJECTIVE:
To know the customer opinion on pricing of Airtel services.
TABLE:
Opinion No of respondents
Good 31
Cheap 5
Reasonable 9
More 5
37. GRAPHICAL REPRESENTATION:
Customer opinion on Airtel services
70%
Good, 60%
60%
50%
40%
30% Reasonable,
18%
20%
More, 11% Cheap, 11%
10%
0%
More Reasonable Cheap Good
INTERPRETATION:
The above table depicts the information as most of the customers i.e. 60% opinion is good,
18% of the customers opinion is prices are Reasonable, 11% of the customers opinion is Cheap
and remaining 11% of the customers opinion is prices are more when compared other networks.
CUSTOMER OPINION ON AIRTEL RELATIONSHIP CENTRES
OBJECTIVE:
To know the customers opinion on Airtel relationship centers.
TABLE:
Opinion No of respondents
Good 45
Poor 5
38. GRAPHICAL REPRESENTATION
Customer opinion on Airtel Relationship Center
10%
Poor
Good
90%
INTERPRETATION:
The above table furnished the information as most of the customers i.e. 90% opinion is
Good (Airtel employees responded properly) and rest of the 10% of customer’s opinion is Poor
because of Airtel employees are not providing accurate information and not responded properly.
WHY DID THE CUSTOMERS CHOOSE AIRTEL
OBJECTIVE:
To know why did the customers choose Airtel?
TABLE:
Reason No of respondents
Network coverage 40
Offers 5
Roaming 2
Others 3
39. GRAPHICAL REPRESENTATION:
Choose % of Airtel
80%
70%
60%
50% Network coverage
Offers
40%
Roaming
30% Others
20%
10%
0%
INTERPRETATION:
The above chart & table provided the information as most of the customers i.e. 80% have
chosen Airtel based on the performance of network coverage, 10% of the customers have chosen
based on offers, 4% of the customers have chosen based on Roaming because roaming charges
are less and remaining 6% of the customers have chosen based on STD rates are convenient,
good services.
MOSTLY ON WHAT SERVICES CUSTOMERS FEEL HAPPY
OBJECTIVE:
To know whether the customer is satisfied or not, If Yes mostly on what services
customer feeling happy and If No on what services customer feeling unhappy.
TABLE:
Opinion No of respondents
Yes 45
No 5
40. GRAPHICAL REPRESENTATION:
Overall % of satisfied customers
90%
80%
70%
60%
50% Yes
40%
No
30%
20%
10%
0%
INTERPRETATION:
The above table and acquired information reveals that the most of the customers i.e.
90% are feeling happy and remaining 10% of the customers feel unhappy with the services
provided by Airtel.
YES: Under 90% of customers – 70% are feeling happy with network coverage, 20% are
happy with GPRS service.
NO: 10% of customers are feeling unhappy due to connectivity problem & hidden charges.
42. CONCLUSION
Airtel facing a steep competition in Cuttack Market. It is that Cuttack is the toughest market in
the Eastern Part of the country. It is difficult to maximize the sale as maximum consumers are
local business men and they prefer more talk time in their usual tariff.
Airtel has a good reputation as a telecom brand in Cuttack.
People prefer Airtel in Cuttack because of its network coverage all over the state including
rural
areas.
.Only high tariff cost matters in sales maximization.
Competitors selling strategy becoming a biggest problem for sales maximization.
Retailer benefit schemes as they achieve the target can push more subscribers and maximize
sales.
Retailer margin is not a problem for Airtel in Cuttack.
Some retailers bringing in the Vouchers and easy from rural area to Cuttack region to get more
margins comparatively to urban areas.
Retailers are unhappy with Airtel‟s advertisement offers because the company is not providing
them the Electronic Boards in time (for new outlets), banners etc. . . . Where others (new
entrants) are doing it. So, the other entrants are capable of pushing their sales.
RECOMMENDATIONS
There are following suggestions for marketing strategies for Airtel-
1. Bharti Airtel needed to maximize its future flexibility and growth potential by adopting
a business-driven framework for integration, allowing it to implement and deliver new
services rapidly. With competition intensifying in the Indian telecom services market,
Bharti Airtel needed to find a way to focus on developing new services that could set it
apart from the competition and strengthen its customer relationships.
2. Improved cross-selling and targeting and a more seamless, efficient total customer
experience through end-to-end integration of customer-facing processes.
3. Optimization of business processes and infrastructure, through flexible, standardized
integration framework, is needed.
4. Outsourcing of technology will provide Bharti Airtel to focus resources on growing the
business.
Flexible pricing model will enable Bharti Airtel to avoid major increases in capital expenditures
44. QUESTIONNAIRE
RETAILER SURVEY
(PLEASE TICK WHERE NECESSARY)
1. NAME OF SHOP:
________________________________________________________
2. LAPU No. OF AIRTEL:
______________________________________________________
WHICH OPERATORS DO YOU SELL?
a. AIRTEL b. VODAFONE c. BSNL d. DOCOMO e. AIRCEL f.
IDEA
g. SMART h. TATA INDICOM i. VIRGIN j. STEL k.
UNINOR
WHAT IS THE FREQUENCY OF AIRTEL FSE‟s VISIT?
DAILY
WEEKLY
WHENEVER CALLED
5.DOES FSE PROVIDE YOU ALL PRODUCT INFORMATION?
FORM OF DOCUMENT
ORALLY
FORM OF TELE COMMUNICATION
6.DOES FSE HELP YOU IN PROBLEM RELATED TO AIRTEL?
YES
NO
7.HOW FREQUENTLY AIRTEL OFFICIALS VISIT YOU?
REGULAR
45. b. SOMETIME
c. NOT AT ALL
FROM WHERE DO YOU GET INFORMATION ABOUT NEW OFFERS AND
SCHEMES OF AIRTEL?
FSE
SMS
AIRTEL OFFICIAL
TV ADD
NEWSPAPER
HOARDINGS
WHICH COMPANY DO YOU MOSTLY ACTIVATE?
AIRTEL
VODAFONE
BSNL
STEL
UNINOR
09. ARE YOU SATISFIED WITH EXISTING SCHEME OF AIRTEL?
A) YES B) NO
08. IF NO, REASONS OF DISSATISFACTION?
NO NEW SCHEME.
DOCUMENT SUBMISSION PROBLEM
WHICH OPERATORS PROVIDE YOU MAXIMUM MARGIN?
.AIRTEL
VODAFONE
RELIANCE
STEL
UNINOR
46. WHICH COUPON OF AIRTEL YOU SELL MOST ?
a)76
b)ZABARDUS
17.WHICH BRAND OF THE TELECOM OPERATOR YOU PREFER MOST ?
A)AIRTEL
B)AIRCEL
C)VODAFONE
D)BSNL
E)STEL
F)UNINOR
WHY DO YOU MOST PREFER THIS BRAND?
AVAILABILITY OF RECHARCE COUPON
SERVICE FACILITY
NETWORK COVERAGE
HIGH REVENUE
47. BIBLIOGRAPHY
Books
1. Havalder K.K. and Vasant M.C. (2007), “Sales and Distribution Management”, Tata McGraw
Hill, New Delhi.
2. Philip Kotler and Kevin Lane Keller (12e), Marketing Management, Pearson.
3. Mamoria, C.B and Gankar, S.V (2002) “Personnel Management”
Published by Himalaya Publishing House.
4. Virmani, B.R. And Seth Premila (1985) “Evaluating Management Training and
Development” Published By Vision Book Pvt Ltd.
5. Kulkarni M.V, Marketing Research (IV Edition), Everest Publication House, New
Delhi, 2003.
Websites:
1. www.scribd.com
2. www.12manage.com
3. www.docstoc.com
4. www.citeman.com
5. www.wikipedia.org
6. www.Codeproject.com
7. www.Projectstoday.com
8. www.Freelancer.com
9. www.Slideshare.net
10. www.airtel.in
Journals
1. JMR
2. Forbes
3. Business Today
4. Business Week
5. Business
