Brand Awareness Of Airtel

Table of contents

1. Introduction to Brand awareness

3

2. Types of brands

7

3. Need for study

10

4. statement of the problem

11

5.

12

Objectives of the Study

6. Plan of analysis

17

7. Industrial Background of the study

18

8. Company profile

20

9. Origin of the Organization

24

10. Services offered by the Company

31

11. Growth of the company

38

12. Survey Reports

39

13. Findings

81

14. Suggestions

84

15. Conclusion

85

16. Bibliography

86

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Abstract: Today the world economy has undergone a radical transformation in the last two decades. The companies are emerging at the faster level. The technology and advances have permitted companies to widen substantially both the Markets and suppliers sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally. Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process. Marketing management deals with identifying and meeting human and social needs. It is basically a meeting needs profitability. In other words we can say that “It is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals”. The aim of marketing is to know and understand the customer so well, that the product or service fits him and sells itself. It acts as an instrument to lift up the standard and life style of the economy with the help of marketing; we are able to get the products at our doorstep at our choice and needs. The whole economy would be sluggish if marketing did not exist. Marketing is of critical importance because it maintains stability in the economic condition. Marketing is an existing, dynamic and contemporary field. It is recognized as the most significant activity in the society.

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Marketing has a widest connection which includes in its fold selling, buying, Transportation, warehousing, pricing and packaging. All these activities geared up together to reach strong preferences for particulars “BRAND AWARENESS” As such today’s companies are facing the toughest competition everywhere marketing is playing a very important role.

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INTRODUCTION TO BRAND AWARENESS With the opening of the market or the post liberalization period has resulted in many companies entering the markets with offerings of their goods and services. In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. But today’s consumers are much more educated, demanding, expect lot more to suit their ever changing life styles. There by their quality expectations have been elevated from time to time in order to rebuild it-self around its customer. The manufacturer should be able to satisfy, with the type of product and services to match the ever-changing customer requirements. In developing a marketing strategy for products, the sellers have to confront the branding decision. Brand is a major issue in product. Customers have strong preference for particular versions and brands of basic goods and services. The manufactures eventually learn that market power lies with the brand name companies. Consumers buying decisions are influenced by the brand. In this competitive world, the “Brand plays an important role and a brand is very prominent asset owned by an organization. Brand is endowed with awareness, perceived quality, associations and brand loyalty. Brand is presented as creative idea. A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Brand represents a level of quality. Meaning A Brand is symbol, a mark, a name that acts as a means of communications which brings about an identity of a given product.

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A Brand in short is an identifier of the seller or the maker. A brand name consists of words, letter or numbers that can be vocalized. Brand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond between the customer and a product. Definition: According to American marketing association “A Brand is defined as a name, item, sign, symbol or special design or some combination of these elements that is intended to identify the goods or services of one seller or a group of sellers. A brand differentiates these products from those of competitors. In the word of Philip kotler “A brand is a name, term, sign, symbol or design or combination of them. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Role of Branding In today’s world brand names come to create identify to distinguish one product from another. The following points to pin down its precise role. •

Brand is a massive asset: Brand is an intangible asset, because it is impossible to duplicate brand name.

•

Brand is promotional tool: The product differentiation is done by a brand through sales promotion.

•

Brand is a weapon to protect Market: A consumer has tried and liked a product, the brand enables him to identify the product and repeat the purchase.

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•

Brand is antidote for middle men’s survival: The class of middle man always tends to go for a successful brand.

•

Brand is a means of identifications of customers: Brand is the easiest way of identifying product or service by customers.

A brand can convey the consumers through six levels as shown below:

Brand Conveying the Consumer Attributes Benefits Values Culture Personality User Attributes: a brand first brings to mind certain attributes for a particular product. Benefits: consumers are buying benefits of the product with brand. Values: the brand tells about values which says same thing about the product values. Culture: the brand represents a different culture. Personality: a brand project a personality which can be person, animal or object. User: the brand suggests its own target audience to use the product.

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TYPES OF BRANDS

Brand

Manufacturer Brand

National Brand

Private Brand

Single Brand

Multiple Brand

Family Brand

Brand Awareness of the Product Aware of brand, when its presence is registered in the mind of consumers. The level of awareness can range from mere recognition to recall to top of mind to dominant. The company is spending money to keep brand in consumer’s memory. A strong brand awareness means easy acceptance of new products. Brand with strong awareness can brought and sold to create brand name with enduring strength. An organization can put its customer awareness, identify and develop it further to build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a product. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, support and protection etc… Creating brand awareness with the use of advertising, promotion event management etc… a different brand has different kind of awareness which retains recognition.

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Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand. Now a day’s consumers are experience with brand awareness for different product, where the consumers expectations levels are increased towards brand, product etc…

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THEORETICAL BACKGROUND OF THE PROBLEM SELECTED FOR THE STUDY People communicate with each other for various reasons. As the ability to gather process and communicate information the demand for the user more sophisticated technology has come into picture. Mobile technology has come into revolutionized the telecommunication industry. It has allowed communicating from a mobile location which has forever changed the way people communicate. Today, where a large proportion of the population own and use mobile connection, the companies have to cater to this needs. Bharti enterprises provide a different range of services like postpaid, Prepaid, SMS, S T D facility, national and international roaming, national and international S M S. which are being serviced to the customers under the brand name “AIRTEL” Today, we have a large number of brands of telecommunication available in the market. Since it is a very popular brand used, it is an industry by itself having a large number of competitors, each varying from one another to grab higher market share. This study is designed to understand the “BRAND AWARENESS TOWARDS AIRTEL MOBILE CONNECTION” with competing other leading brands.

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NEED FOR THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value. Companies need to understand the rapid growth of global market place. Where, the companies should choose brand names with an eye to their global reach. This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of •

From where did they come to know about the product?

•

Did they feel that the brand is important to purchase?

•

If given, would they like to purchase same brand product again?

•

Did they feel that the branded product matches their expectations?

•

How the brands influence the market?

•

How relevant the brand towards trend?

•

Do brand suggestive to the products?

•

Are they satisfied with the brand, price, quality etc…?

These questions will help in understanding better, what factor influence the people about brand awareness? The marketers have realized that they have to take technical decisions concerning the brand to cater to the needs of the consumers to develop brand identify and brand position. The company must understand how their consumers perceive brand, quality and how much they expect.

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Therefore, it becomes very necessary to understand, analyze and evaluate the brand awareness in a systematic manner and act accordingly for existence. STATEMENT OF THE PROBLEM In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customer’s loyalty. The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to understand the brand awareness, buying motives to ensure the “Brand awareness towards AirTel Mobile connection” apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products

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OBJECTIVES OF THE STUDY •

To identify the consumer needs.

•

To know the brand image AirTel.

•

To measure the brand image towards AirTel.

•

To know the consumer attitude and demand towards the brand AirTel.

•

To find opinion about brand and service provided by AirTel.

•

To find the effectiveness of advertisement in developing the brand AirTel.

•

To know the consumers reaction towards brand AirTel in respect of price,

offers-schemes etc…

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SCOPE OF THE STUDY The study plays a very important role in market research. It also helps to understand and identify the human action towards brand. The information thus gathered by conducting a systematic market research would help to finding out the brand awareness of the consumers. This study was mainly focused towards people of Bangalore who belong to different age group and reside in different localities, in order to find out their preference given to particular brand. METHODOLOGY Data is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering information namely primary data and secondary data. Data collection mode: Two methods have been used to collect the relevant data, which are essential for the study, they are: Primary Data: data is collected to obtain desired information through structured questionnaire. Secondary Data: it is compiled through books, magazines, newspapers and internet etc…

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Sampling plan: A small selection of the large group which is taken for interviewing is called sampling. A sample is taken representative and adequate which gives proper information. In order to study “brand awareness towards AirTel mobile connection” the following sampling plan was adopted. Sample size: A sample size of hundred was taken in order to carry the study. Sampling unit: For this survey the target population consisted of people residing in various localities of Bangalore between the age group 20-70 who are the users of AirTel. Instrument of data collection is questionnaire. Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit. Tools for data collection Data for this study is collected from both primary and secondary data. The primary data is collected through a structured questionnaire which was prepared to interview the respondents. The secondary data was collected through discussion with officials of the company to get general information, data was also collected from newspapers, books, magazines, company records and internet etc…

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OPEARATIONAL DEFINATIONS OF CONCEPTS  Roaming: Roaming is defined ad the type of service where exactly it can be used every where. It is a service which is accessible out side the state and country.  Short message service: It referred to type of service where in messages can be typed in and sent from one mobile to another.  Activation: The team activation refers to put the services into an action. It is nothing but actually giving life to a sim card or mobile.  Attitude: Attitude may be defined as an enduring organization of motivational, emotional, perceptual and cognitive process with respect to some aspect of the individual world.  Perception: Perception can be defined as the process by which individuals acquire the purchase and interpret stimuli into meaningful coherent picture of the world.  Brand Image: Brand image is the set of impressions and idea that consumers form about the brand.  Consumer awareness:

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Consumer awareness is the knowledge of the product existence in the market.

 Brand preference: It is the selection preference that a consumer according to a particular brand of product comparative evaluation with brands.  Price: Price can be broadly classified as the amount of money the consumers have to pay for a product.  Quality: Quality is the totality of features and characteristics of a product or service that bear its ability to satisfy or implied needs.

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PLAN OF ANALYSIS The data is collected from both primary and secondary sources and also been tabulated in the form of tables and drawn in to graphs depicting the various finding significantly. The data collected through questionnaire are analyzed in detail and divided in to various categories of preferences and conclusion are drawn on the possible changes are causes for brand preference and market share is given based on the research study. LIMITATIONS OF THE STUDY •

The study is restricted to some areas of Bangalore city.

•

The findings of the study are based on the assumption that the respondents divulged correct information.

•

The study is relevant only to present situation and not to future.

•

Bias and unwillingness of certain respondents to answering some questions may hinder the study.

•

The study is time bound, due to rapid changes in the market, expectation level of consumer’s, introduction of new products.

•

The study may not be applicable over a period of time

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INDUSTRIAL BACKGROUND OF THE STUDY For the past few years, the technology has advanced with gathering processing and distribution of information. It has lead to enrichment of world wide telecommunications, radio, television and launching of communications satellites. The economy is growing due to rapid technological process where the need for communicating each other has been necessary. Organizations with hundred of offices spread over wide geographical area routinely expect to gather information at their remote out put at the push of the button. This realization resulted in a sophisticated way of communication which has leads to development of mobile and telecommunication industry. In the earlier days the telecommunication sector was operated by government. But as the economy had its growth with more population and companies coming in the need for communicating mobile, gathered importance. This leads to liberation and privatization of economy where new companies emerged in the mobile industry. In this whole process companies like AirTel, Spice, Hutch and Reliance have taken birth. These companies have entered in to the market providing different types of services. In order to give good and accurate communication network companies had to work with the help of satellite networks. At present these are two types of satellite network namely. Global System for Mobile Communication (GSM) and Code Division Multiple Access (CDMA) Technologies which are marketing communication networking more easier.

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Global System for Mobile Communication [GSM] It is one of the satellite networks which have been designed as a fully digital system. It is currently use in over 50 countries inside and outside of Europe Global System for mobile communication work with the help of frequency above 1800MHz. A GSM system has up to maximum of 200 full duplex channels per cell. Each channel consists of downlink frequency from base station to the Mobile station and uplink frequency from the mobile station. The mobile station is located at particular distance with communication to base station which makes the signal reachability more easier. The base station is used to announce incoming calls each mobile station monitors its base station continuously to watch for calls it should answer. At present Global System for Mobile Communication Technology is used by companies like AirTel, Hutch and Spice etc … Code Division Multiple Access [CDMA] It is yet another method for allocating a wireless channel. It is one of the satellite networks which is used for communication purpose. It is completely different from all other allocation techniques. Code Division Multiple Access is based on dividing the channel into frequency bands and optical fibers. It is typically used for wireless systems with a fixed base station and many mobile stations depend on how for away the transmitters are CDMA Allows each station to transmit over the entire frequency spectrum all over the time. The base station gives commands to the Mobile stations to increase or decrease their transmission power. Companies like Tata Indicom, Reliance are using the CDMA Technology.

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COMPANY PROFILE BHARTI ENTIREPRISES has been at the forefront of technology and has revolutionized telecommunications with its world class products and services established in 1976. Bharti has been a pioneering force with the telecom sector with many firsts and innovations to its credit. Bharti provided a range of telecom services which includes cellular, basic and internet recently, National and international and long distance. Bharti also manufactures and exports telephones terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it also the first company to export its products to USA. Bharti has many joint ventures with world-class leader like SingTel (Singapore Telecom) Warburg, Pincus, USA, and Telia. Sweden, Asia infrastructure Mauritius, International finance USA and New York life international USA. No doubt, that Bharti enterprise is the leading brand of telecommunications representing India all over the world. The Bharti tele ventures has developed the following strategies to achieve its objectives. •

Focus on maximizing revenue and margins

•

Capture maximizing telecommunications revenue potential with minimum geographical coverage

•

Focus of satisfying and retaining customers by ensuring high level customer satisfaction

•

Emphasis on human resource development to achieve operational efficiencies.

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Bharti tele-ventures current business includes •

Mobile service

•

Fixed line

•

National and international long distance service

•

VSAT, Internet service and network solutions

Bharti tele-venture is India’s leading private sector provides of telecommunication service based on its strong customer base consisting 8.28 million mobile. The company providing services to its customers by seeking out the best technologies in the world.

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Board of Directors of AirTel Company

BOARD OF DIRECTORS MR. SUNIL BHARTI MITTAL MR. RAKESH BHARTI MITTAL MR. RAJAN BHARTI MITTAL MR. AKHIL GUPTA MR. LUNG CHIEN PING MR. LIM TOON MS. CHUA SOCK KOONG MR. DALIP PATHAK MR. BASHIR ABDULLA CURRIMJEE MR. DONALD CAMERON MR. N. KUMAR MR. PULAK PRASAD MR. PAUL O'SULLIVAN PROF. V.S RAJU MR. KURT HELLSTROM

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Company organizational Structure

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AirTel Corporate Structure

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ORIGIN OF THE ORGANISATION AirTel comes from Bharti enterprises Ltd, a part of the biggest private integrated telecom conglomerate Bharti enterprises. AirTel was established due to the demand created in the mobile industry. AirTel welcomes consumer to vibrant world of unlimited opportunities not just through words but ideas, emotions and feelings. To give consumers to unlimited freedom to reach out in special way. AirTel provides a range of services, which includes postpaid and prepaid. It is a leading cellular service provide with a footprint of services in 15 states covering all 4 metros. It has 4.5 million satisfied customers. AIRTEL AS A BRAND For a brand to be successful, it must build enduring relationship with different audiences. Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. The AirTel brand image is created through consistent application of a carefully developed visual identity, which helps AirTel distinguish it self in a cluttered market. AirTel visual identity helps to create instant brand recall and strengthens the relationship that it audience have with it. The AirTel visual identity has different elements that work together to create a strong and consistent for the brand.

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The most important of these are As Follows: •

The AirTel logo:

The AirTel logo is a strong contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark. •

The AirTel Image style:

It corporate two solid, red rectangular forms whose counter form creates an open door way. •

The AirTel typographical style:

The title lettering with its capital “A” is deliberately chosen to reinforce the brand’s leadership position. The red dot on the letter form “I” cues AirTel’s focus on innovation. The words “Express Yourself” are very much part of the Brand identity. •

The AirTel color palette:

The lettering is gray so the pure black of the AirTel is visually unharmed.

VISION OF THE ORGANIZATION “To make mobile communications a way of life to be the customers first choice”.

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MISSION OF THE ORGANIZATION The company will meets the mobile communication needs of their customer through •

Brand identity

•

Error free service delivery

•

Cost efficiency

•

Unified messaging solutions

•

Innovative products and services

VALUE OF THE ORGANIZATIONS •

Innoventuring To generate and implement enterprunial and innovate ideas which continuously creates new growth engines.

•

Customers first To provide delivery service beyond the expectations of the customer. The quality of the customer responsiveness clearly differentiates them from others.

•

Performance culture The benchmark their process and performances against world class standards. To distinguish between performers by valuing achievements at the individual as well as team level.

•

Valuing partnership

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Get committed to building exemplary relationship with partners who stand on the principles of mutual growth and trust.

•

Valuing people To mature as environment where people are respected and their uniqueness is valued. They believe that people are their key differentiator.

•

Responsible Corporate Citizenship To get committed for making a positive and pro-active contribution to the community. They will contribute to and abide by environmental and legal norms.

•

Ethical Practices They will uphold the highest ethical standard in all internal and external relationship.

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SITE MAP OF ORGANIZATION At present, AirTel has been operating with a footprint in 15 states covering all 4 metros providing with a choice of postpaid, prepaid, short messaging service and Multi media Service. Following are the states where AirTel has been working: Andra Pradesh, Tamil Nadu, Gujarat, Punjab, Hariyana, Himachal Pradesh, Karnataka, Kerala, Madhya Pradesh, Maharastra, and Uttar Pradesh, Orissa and West Bengal. Delhi, Mumbai, Calcutta and Chennai (4 Metro Cities).

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SERVICES OF THE ORGANIZATION AirTel provides a host of value added services. These services are divided in to six headings as per customer needs:  Fun Unlimited •

Voice unlimited.

•

Ring tones and downloads.

•

AirTel messengers.

 Mobile Plus •

Dial a service.

•

Short Message Service (SMS).

•

Information Service.

•

Send and receive E-Mail.

•

Mobile Banking.

 Anytime anywhere •

Reach me.

•

Roaming.

 Business on the Move •

GPRS

•

AirTel Tango WAP Services

•

Multimedia Service (MMS)

•

FAX & Data Services

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 Call Management •

Call line identification (CLIP).

•

Call line identification Restriction (CLIR).

•

Call Waiting.

•

Call Divert.

 Others •

STD / ISD Facility.

•

Safe Custody.

•

Itemized Billing.

SERVICES OFFERED BY THE COMPANY 1. AirTel Prepaid Bharti Enterprises, India's leading integrated telecom service provider gives AirTel Prepaid Ready Cellular Card and Recharge Cards are available, all over the city at our retail outlets including 24 hour outlets. AirTel gives maximum benefits as it has no rental, no bills, and no deposits. It gives crystal clear communication all over the cities in Karnataka. •

Total Cost Control

Enjoy the liberty of total cost control with your AirTel Pre-paid! Re-charge as much as you feel the need to! Now that's what we call complete freedom!

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•

No Rentals and No deposits Buy an AirTel prepaid card without having to pay any rentals!. Your AirTel prepaid card comes without you having to pay hefty deposits!

•

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

•

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

•

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

•

Instant Recharge Avail of instant recharge on your AirTel prepaid card with just a few simple steps!

•

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

•

Caller Line Identification Call Line Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you don't need to retype his number, simply use your phone book.

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•

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

•

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

•

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

•

Voice Mail service Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. You can listen to your messages whenever you feel like, from anywhere in the world. Voice Mail can store up to 75 messages.

•

Widest availability AirTel prepaid ready cellular card are available all over the city at over 7000 retail outlets including 24 hours outlets.

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INCOMING, OUT GOING RATES AND RATE PLAN •

Easy Talk Plan

Pulse Rate

60 seconds

Incoming Calls (Rs.)

Free

LOCAL CALLS To GSM Mobile/WLL (Rs.)

1/min

To Landline (Rs.)

1/min

To AirTel (Rs.)

1/min

STD (To GSM and WLL-M) All India(Rs.)

Rs. 1.50/min

To AirTel (Rs.)

Rs. 1.50/min

STD (To Landline) All India(Rs.)

Rs. 1.50/min

ISD America, Europe, Asia, Oceania,

Rs. 6.40 /min

Canada (Rs.) Gulf countries & Africa

Rs. 9.20 /min

& SAARC countries(Rs.) Other countries(Rs.)

Rs.9.20 /min

SMS SMS Local(Rs.)

Re.1/msg ,

SMS National(Rs.)

Rs. 1.50/message

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SMS International(Rs.)

Rs. 5/message

Value Added Services(Rs.)

Rs. 3/message

SMS to local CDMA at Rs.1/msg. In case the customer would like to cancel the daily rental, customer to send "AirTel One Cancel" as SMS to 222 and will be migrated to the "AirTel Easy Talk" tariff plan without daily rentals. 2. AirTel Postpaid AirTel postpaid connection offers enhanced full rate with distortion free high clarity voice. It provides seamless, crystal clear noncongested, easy accessible, network and finest 24 Hours customer service facility. Experience complete freedom AirTel welcomes you to a vibrant world of unlimited opportunities. More exciting, innovative yet simple new ways to communicate, just when you want to, not just through words but ideas, emotions and feelings. To give the unlimited freedom to reach out to special people in special way.

As an AirTel Post-paid customer you can enjoy the following facilities •

Easy Billing

Now enjoy the luxury of viewing details of your last 3 billing cycles and the

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convenience of paying your AirTel bill online! Experience complete freedom with AirTel! •

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert – all with your AirTel postpaid connection! •

Short Messaging Service (SMS)

With AirTel’s Short Messaging Service (SMS), send unlimited messages and jokes to your friends and colleagues, anytime anywhere! •

Caller Identification

Call Identification gives you the power to know the phone number of the calling party even before you answer the call, thus giving you the choice to either reject or take the call. It provides the added advantage of saving the incoming number directly in the Handset Phone Book. So that the next time you want to call the same person, you don't need to retype his number, simply use your phone book. •

Voice Mail

Voice Mail lets you receive messages even when your handset is switched off or when you are outside the coverage area. You can listen to your messages whenever you feel like, from anywhere in the world. Voice Mail can store up to 75 messages, with each message of two-minute duration.

•

STD/ISD Facility

now experience complete freedom like never before with AirTel! Our STD/ISD facility allows you to make long distance calls in India and Overseas from your cellular phone!

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•

Roaming (National and International)

AirTel’s Roaming service allows you to use your mobile phone to make or receive calls from almost anywhere in India and abroad! Enjoy roaming within the country as well as across international destinations! INCOMING, OUT GOING RATES & RATE PLAN •

AirTel One 250 SUK

Pulse Rate

60 sec

Incoming Calls(Rs.)

1/min

Making Calls(Rs.)

1.50/min

STD (To GSM and WLL-M) All India (Rs.)

Rs.1.50 /min

To AirTel (Rs.)

Rs. 1.50 /min

STD (To landline) All India (Rs.)

Rs.1.50/min

ISD America, Europe, Asia, Oceania & Canada (Rs.)

Rs.16.99

Other countries, & SAARC countries (Rs.)

Rs.40.00

SMS SMS Local(Rs.)

50 ps

SMS National(Rs.)

Rs.1.50ps

SMS International(Rs.)

Rs.5

Value Added Services(Rs.)

Rs.3

SMS to local CDMA(Reliance, Tata Indicom) at Rs.1msg. In case the customer would like to cancel the daily rental, customer to send "AirTel One

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Cancel" as SMS to 222 and will be migrated to the "AirTel Easy Talk" tariff plan without daily rentals

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GROWTH AND STATUS OF THE ORAGANIZATION

AirTel has an aggregate of 4.5 million customers during the period of 2003-2004. The market share of the company is 26 %. In June 2003 the company made gross investment of over 10,650 crore (US$ 2.3 billion) in building telecom in India during the year ended June 30 2003 mobile services represented approximately 63% of their total revenue. According to the survey conducted by economic times “Most Trusted Brands” 2003. AirTel stands in the third position among all the telecom. Consequently for 4 years 1997 to 2000, AirTel has been noted as the best Cellular service in the country and won the Techies award. The Asia pacific award for the most innovative human resources practices in 2000. The Golden Peacock National Training Award for excellence in training practices in 2000. The Golden Peacock National Quality Award in 2001.

Survey Report Table -1 Classification of respondents of the basis of their age group Total respondents 100:

Sl. No.

Age Group

No of Respondents

Percentage

1 2 3 4

20 – 30 30 – 40 40 – 50 50 & Above

50 25 20 05

50 % 25 % 20 % 05 %

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Total

100

100 %

Interpretation The above table interprets that 50% of the respondents belong to the age group of 20 30 years. 25% of the respondents belong to the age group of 30 – 40 years. 20 % of the respondents belong to the age group of 40 – 50 years and the remaining 5 % belong to the age group 50 and above. Majority of respondents are between the age group of 20-40 yrs. Graph - 1 Classification of the respondents on the basis of their age group

5% 20% 20 – 30 30 – 40

50%

40 – 50 50 & Above

25%

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Table -2 Classification of respondents on the basis of their sex Total respondents 100:

Sl. No.

Sex

No of Respondents

Percentage

1 2

Male Female

67 33

67 % 33 %

Total

100

100 %

Interpretation The above table interprets that the male respondents form 67 % and the female respondents are form 33 %. Male respondents form the opinion group being comparatively more than the female respondents.

NSB, Bangalore

41

Graph -2 Classification of respondents on basis of their sex

33% Male Female 67%

Table - 3 Classification of the respondents on the basis of their Occupation Total respondents 100:

Sl. No. 1

Occupation Working

No of Respondents 70

Percentage 70 %

2

Non Working

30

30 %

Total

100

100 %

NSB, Bangalore

42

Interpretation The above table interprets that the working class constitutes 70 % and the non working class 30 % of the respondents. Majority of the respondents are form working class who use AirTel connection, apart this interesting to note that even non working class also use AirTel connection significantly. Graph - 3 Classification of the respondents on basis of their Occupation

30%

Working Non Working

70%

NSB, Bangalore

43

Table - 4 Classification of respondents on the basis of their monthly income Total respondents 100:

Sl. No. 1

Income <5000

No of Respondents 10

Percentage 10 %

2

5000 – 10000

40

40 %

3

10000 - 15000

23

23 %

4

15000 and above

27

27 %

Total

100

100 %

Interpretation The above table interprets that 10 % of respondents belong to the income group of less than 5000, 40 % of respondents belong to the income group of 5000 – 10000, 23 % of respondents belong to the income group of 10000 – 15000 and the remaining 27 % of respondents belong to the income group of 15000 and above. The above data indicates that most of the respondents belong to the middle and upper income group which play an important role in purchase of AirTel.

NSB, Bangalore

44

Graph - 4 Classification of respondents on the basis of their monthly income

10% 27% <5000 5000 – 10000 10000 - 15000 15000 and above

40%

23%

Table - 5 Classification of respondents on the basis of owning a mobile Total respondents 100:

Sl. No.

Own a Mobile

No of Respondents

Percentage

1

Yes

93

93 %

2

No

07

07 %

Total

100

100 %

NSB, Bangalore

45

Interpretation The above table interprets that 93 % of respondents own a Mobile and 7 % of the respondents do not own a mobile. At present majority of the respondents own Mobile. Graph - 5 Classification of respondents on the basis of owning a mobile

7%

Yes No

93%

NSB, Bangalore

46

Table - 6 Classification of respondents on the basis of their awareness towards different mobile connection Total respondents 100:

Sl. No. 1

Mobile Connection AirTel

No of Respondents 34

Percentage 34 %

2

BSNL

18

18 %

3

Vodafone

23

23 %

4

Reliance

22

22 %

5

Spice

03

03 %

Total

100

100

Interpretation The above table interprets that 34 % of the respondents are aware of the brand AirTel, 18 % of the respondents are aware of the brand BSNL, 23 % of the respondents are aware of the brand Vodafone, 23 % of the respondents are aware of the brand reliance and 3 % of the respondents are aware of the brand Spice mobile. Majority of the respondents are awards of AirTel.

NSB, Bangalore

47

Graph - 6 Classification of respondents on the basis of their awareness towards different mobile connection

3% 22%

34%

AirTel BSNL Hutch Reliance Spice

23% 18%

NSB, Bangalore

48

Table - 7 Classification of respondents on the basis of their usage of other network other than AirTel Total respondents 100: Sl. No. 1 2 3 4 5

Other Mobile Network AirTel BSNL Vodafone Reliance Spice Total

No of Respondents 51 15 20 12 02 100

Percentage 51 % 15 % 20 % 12 % 02 % 100

Interpretation The above table interprets that 51 % of the respondents are using AirTel Network, 15 % of the respondents are using BSNL Network, 20 % of the respondents are using Hutch, 12 % of the respondents are using Reliance and 2 % of the respondents are using Spice mobile network. Majority of the respondents are using AirTel Mobile Connection only.

NSB, Bangalore

49

Graph - 7 Classification of respondents on the basis of their usage of other network other than AirTel

12%

2%

AirTel BSNL

20%

51%

Hutch Reliance Spice

15%

NSB, Bangalore

50

Table – 8 Classification of respondents on the basis of their influence to purchase through different media Total respondents 100: Sl. No. 1 2 3 4 5

Media T V Ads Print Media Radio (FM) Hoardings Word of mouth Total

No of Respondents 25 27 08 12 28 100

Percentage 25 % 27 % 08 % 12 % 28 % 100

Interpretation The above table interprets that 25 % of the respondents are influenced to purchase by TV Ads, 27 % of the respondents are influenced to purchase by Print Media, 08 % of the respondents are influenced to purchase by Radio (FM), 12 % of the respondents are influenced to purchase by Hoardings, 28 % of the respondents are influenced to purchase by Word of mouth. Majority of the respondents are influenced to purchase by TV Ads, Print Media and Word of mouth.

NSB, Bangalore

51

Graph - 8 Classification of respondents on the basis of their influence to purchase through different media

25%

28%

T V Ads Print Media Radio (FM) Hoardings Word of mouth 12% 27% 8%

NSB, Bangalore

52

Table - 9 Classification of respondents on the basis of their reference to purchase Total respondents 100: Sl. No. 1 2 3 4 5

Reference Family Dealers Friends Self Others Total

No of Respondents 15 21 33 29 02 100

Percentage 15 % 21 % 33 % 29 % 02 % 100

Interpretation: The above table interprets that 15 % of the respondents are influenced by Family to purchase, 21 % of the respondents are influenced by Dealers to purchase, 33 % of the respondents are influenced by Friends to purchase, 29 % of the respondents are influenced by Self and remaining, 02 % of the respondents are influenced by Others reference. Majority of the respondents are influenced by the Friends to purchase Mobile.

NSB, Bangalore

53

Graph - 9 Classification of respondents on the basis of their reference to purchase

2%

15%

29% Family Dealers Friends

21%

Self Others

33%

NSB, Bangalore

54

Table - 10 Classification of respondents on the basis of their opinion towards promoting a brand through different Medias. Total respondents 100: Sl. No. 1 2 3 4

Media T V Ads Radio Print Hoardings Total

No of Respondents 47 21 18 14 100

Percentage 47 % 21 % 18 % 14 % 100

Interpretation: The above table interprets that 47 % of the respondents are given opinion to promote Brand by TV, 21 % of the respondents are given opinion to promote Brand by Radio, 18 % of the respondents are given opinion to promote Brand by Print remaining 14 % of the respondents are given opinion to promote Brand by Hoardings. Majority of respondents are given their opinion towards promoting a brand by TV Media

NSB, Bangalore

55

Graph - 10 Classification of respondents on the basis of their opinion towards Promoting a Brand through different media.

14%

T V Ads 18%

47%

Radio Print Hoardings

21%

NSB, Bangalore

56

Table - 11 Classification of respondents on the basis of their opinion towards Brand is important to make a purchase. Total respondents 100: Sl. No. 1 2

Opinion Yes No Total

No of Respondents 53 47 100

Percentage 53 % 47 % 100

Interpretation: The above table interprets that 53 % of respondents are given opinion towards Brand is important to make purchase. 47 % of respondents are given opinion towards Brand is not important to make purchase. Majority of respondents are given importance to brand.

NSB, Bangalore

57

Graph - 11 Classification of respondents on the basis of their opinion towards Brand is important to make a purchase.

47%

Yes 53%

NSB, Bangalore

No

58

Table - 12 Classification of respondents on the basis of their opinion towards Brand AirTel is influenced their purchase. Total respondents 100: Sl. No. 1 2

Opinion Yes No Total

No of Respondents 53 47 100

Percentage 53 % 47 % 100

Interpretation: The above table interprets that the 53 % of respondents are given their opinion that Brand AirTel influence their purchase. Remaining 47 % of the respondents are not influenced by the Brand AirTel. Majority of the respondents are influenced by the “Brand AirTel”.

NSB, Bangalore

59

Graph - 12 Classification of respondents on the basis of their opinion towards Brand AirTel is influenced their purchase.

47%

Yes 53%

NSB, Bangalore

No

60

Table - 13 Classification of respondents on the basis of their opinion as they hear the Brand name ‘AirTel’ Total respondents 100: Sl. No. 1 2 3 4

Reasons Music Punchline Brand Ambassador Theme of Advertising Total

No of Respondents 25 27 13 35 100

Percentage 25 % 27 % 13 % 35 % 100 %

Interpretation: The above table interprets that the 25 % of respondents are given their opinion that as they hear Brand AirTel they like Music, 27 % of respondents are given their opinion that as they hear Brand AirTel they like Punchline, 13 % of respondents are given their opinion that as they hear Brand AirTel they like Brand Ambassador and 35 % of respondents are given their opinion that as they hear Brand AirTel they like Theme of Advertising. Majority of the respondents are given their opinion that they like theme of advertising as they hear brand name “AirTel”.

NSB, Bangalore

61

Graph - 13 Classification of respondents on the basis of their opinion as they hear the Brand name ‘AirTel’

25% 35% Music Punchline Brand Ambassador Theme of Advertising

13%

NSB, Bangalore

27%

62

Table – 14 Classification of respondents on the basis of their preference towards the AirTel Connection Total respondents 100: Sl. No. 1 2 3 4 5 6

Reasons AirTel as a Popular Brand Service Price Offers and schemes Easy to purchase Others Total

No of Respondents 25 32 13 13 12 05 100

Percentage 25 % 32 % 13 % 13 % 12 % 05 % 100 %

Interpretation: The above table interprets that the when respondents were asked their usage preference towards AirTel Connection. 25 % of the respondents said, they like the AirTel as a popular Brand. 32 % of the respondent said they like the service provided by the AirTel. 13 % of the respondents said they were motivated by price, 13 % of respondents said they like the offers and schemes and 12 % of the respondents said that is easy to purchase and 5 % of the respondents said they used AirTel connection due to other reasons. Majority of the respondent usage preference towards AirTel Connection, because of Service and Brand.

NSB, Bangalore

63

Graph - 14 Classification of respondents on the basis of their preference towards the AirTel Connection

5% 12%

25%

AirTel as a Popular Brand Service Price

13% Offers and schemes Easy to purchase 13% 32%

NSB, Bangalore

Others

64

Table - 15 Classification of respondents on the basis of their opinion towards the Brand Ambassador to promote a product Total respondents 100: Sl. No. 1 2

Opinion Yes No Total

No of Respondents 45 55 100

Percentage 45 % 55 % 100 %

Interpretation: The above table interprets that 45 % of the respondent said that Brand Ambassador is necessary to promote a product. 55 % of the respondent said that Brand Ambassador is not necessary to promote a product. Majority of the respondents are given their opinion that brand ambassador is not necessary to promote a product.

NSB, Bangalore

65

Graph - 15 Classification of respondents on the basis of their opinion towards the Brand Ambassador to promote a product.

45%

Yes No

55%

NSB, Bangalore

66

Table - 16 Classification of respondents on the basis of their opinion towards the Brand “AirTel” Total respondents 100: Sl. No. 1 2 3

Brand AirTel Suggestive Appropriate Easy to remember Total

No of Respondents 35 29 36 100

Percentage 35 % 29 % 36 % 100 %

Interpretation: The above table interprets that 35 % of the respondents given importance that AirTel brand is suggestive. 29 % of the respondents given importance that AirTel brand is Appropriate and 36 % of the respondents given importance that AirTel brand is Easy to remember Majority of the respondent’s given their opinion that AirTel brand is Suggestive & Easy to remember.

NSB, Bangalore

67

Graph - 16 Classification of respondents on the basis of their opinion towards the Brand “AirTel”

35%

36%

Suggestive Appropriate Easy to remember

29%

NSB, Bangalore

68

Table - 17 Classification of respondents on the basis of their opinion towards the Brand “AirTel” is not the name of the product but image created for the service. Total respondents 100: Sl. No. 1 2

Opinion Agree Disagree Total

No of Respondents 63 37 100

Percentage 63 % 37 % 100 %

Interpretation: The above table interprets that 63 % of the respondents agreed that AirTel brand is not the name of the product but image created for the service. And 37 % of the respondents are disagreeing that AirTel brand is not the name of the product but image created for the service. Majority of the respondents are agreed that “AirTel brand” is not the name of the product but image created for the service.

NSB, Bangalore

69

Graph - 17 Classification of respondents on the basis of their opinion towards the Brand “AirTel” is not the name of the product but image created for the service.

37% Agree Disagree 63%

NSB, Bangalore

70

Table - 18 Classification of respondents on the basis of their identification of the Brand AirTel through Punchline “Express Yourself”. Total respondents 100: Sl. No. 1 2

Opinion Yes No Total

No of Respondents 49 51 100

Percentage 49 % 51 % 100 %

Interpretation: The above table interprets that 49 % of the respondent identify the brand AirTel through Punchline ‘Express Yourself” and 51 % of the respondents are not able to identify the brand AirTel through Punchline ‘Express Yourself”. Majority of the respondents are not identifying the brand AirTel through Punchline “Express Yourself”.

NSB, Bangalore

71

Graph - 18 Classification of respondents on the basis of their identification of the Brand AirTel through Punchline “Express Yourself”.

51%

NSB, Bangalore

Yes

49%

No

72

Table - 19 Classification of respondents on the basis of their opinion towards the AirTel retail outlet in creating the brand image. Total respondents 100: Sl. No. 1 2

Opinion Yes No Total

No of Respondents 58 42 100

Percentage 58 % 42 % 100 %

Interpretation: The above table interprets that 58 % of the respondent agreed that AirTel retail outlet creates the brand Image and 42% of the respondent agreed that AirTel retail outlet not creates the brand Image. Majority of the respondents are agreed that AirTel retail outlet creates the brand Image.

NSB, Bangalore

73

Graph - 19 Classification of respondents on the basis of their opinion towards the AirTel retail outlet in creating the brand image.

42%

Yes No

58%

‘

NSB, Bangalore

74

Table - 20 Classification of respondents on the basis of their opinion towards Brand AirTel establish a relationship based on love to collect loyal consumers. Total respondents 100: Sl. No. 1 2

Opinion Yes No Total

No of Respondents 73 27 100

Percentage 73 % 27 % 100 %

Interpretation: The above table interprets that 73 % of the respondents are given positive opinion towards Brand AirTel about relationship to collect loyal consumers, and remaining 27 % respondents are given Negative opinion towards brand AirTel about relationship to collect loyal consumers. Majority of the respondents are given the importance towards relationship to collect loyal consumers by brand AirTel.

NSB, Bangalore

75

Graph - 20 Classification of respondents on the basis of their opinion towards the Brand AirTel establish a relationship based on love to collect loyal consumers.

27%

Yes No

73%

NSB, Bangalore

76

Table - 21 Classification of respondents on the basis of their opinion towards advertisement plays a vital role in developing the brand. Total respondents 100: Sl. No. 1 2

Opinion Yes No Total

No of Respondents 80 20 100

Percentage 80 % 20 % 100 %

Interpretation: The above table interprets that 80 % of the respondents are given positive opinion towards advertisement plays a vital role in developing the brand, and 20 % of the respondents are given negative opinion towards advertisement plays a vital role in developing the brand. Majority of the respondents are given the importance advertisement plays a vital role in developing the brand.

NSB, Bangalore

77

a. If Yes, Which Media. Sl. No. 1 2 3 4

Media TV Hoarding Print Radio Total

No of Respondents 42 12 29 17 100

Percentage 42 % 12 % 29 % 17 % 100 %

Majority of the respondents are given the importance television advertisement plays a vital role in developing the brand

NSB, Bangalore

78

Graph - 21 Classification of respondents on the basis of their opinion towards advertisement plays a vital role in developing the brand.

20%

Yes No

80%

a. If Yes, Which Media

17%

42%

TV Hoarding Print Radio

29%

12%

NSB, Bangalore

79

FINDINGS After general survey and introduction with the AirTel telecom users it was found.  That most of the respondents own mobile.  That most of the respondents were between the age group of 20 to 40 years.  That the male users were more in number compared to the female users.  That most of the respondents were from middle and upper middle class.  That most of the respondents are from working class.  That majority of the respondents are aware of AirTel mobile.  That the majority of the respondents are using AirTel mobile connection only.  That the majority of the respondents are influenced to purchase by TV Ads.  That most of the respondents are never too switched over to other brand.  That majority of the respondents have given opinion to promote a brand through TV.  That the majority of the respondents give importance to brand for any purchase.  That the majority of the respondents influenced their purchase by brand AirTel. Table - 22 Classification of respondents on the basis of their opinion about Brand with service provided by AirTel Total respondents 100: Sl. No. 1 2 3 4

Opinion Very good Good Satisfactory Poor Total

NSB, Bangalore

No of Respondents 29 43 18 10 100

80

Percentage 29 % 43 % 18 % 10 % 100 %

Interpretation: When the respondents asked about their opinion towards brand with service provided by AirTel, 29 % of the respondents said that it was very good, 43 % of the respondents said that it was good, 18% of the respondents said that it was satisfied and 10% of the respondents said that it was poor. Majority of the respondents said that the brand with service provided by AirTel is good. Graph - 22 Classification of respondents on the basis of their opinion about Brand with service provided by AirTel

10% 29% 18%

Very good Good Satisfactory Poor

43%

NSB, Bangalore

81

 That the majority of the respondents liked advertisement as they hear “Brand AirTel”.  That the majority of the respondents bought AirTel mobile connection because of popularity in brand and service.  That the majority of the respondents are in favour of that brand ambassador is not necessary to promote a brand.  That the majority of the respondents express that AirTel brand is easy remember.  That the majority of the respondents struck to AirTel mobile connection as not a name but because of its brand image.  That the majority of the respondents couldn’t identify brand “AirTel” through the Punchline “Express Yourself”.  That the majority of the respondents are agreed to that AirTel retail outlet creates brand image.  That the majority of the respondents are expressed advertising is important for a brand.  That the majority of the respondents are in the favour of brand with service given by AirTel is good.

NSB, Bangalore

82

SUGGESTIONS AirTel conduction survey, collection and always of gathers data and interaction with users, it is suggested.  That AirTel should make their plans more economical for all classes.  That AirTel should focus on the age group of 50 and above.  That AirTel should chalk out new plans to attract more female users.  That AirTel should make new and lucrative strategies and schemes separately for students and pensioners to make them brand loyal.  That AirTel should keep on bringing out new time attractive offers and schemes to increase brand value.  That AirTel should bring advertisement in print media and audio to attract more consumers towards brand.  That AirTel should focus more on music, theme of advertising than the brand ambassador.  That no doubt AirTel has more visual identity, but it should work to create strong brand identity.  That no doubt AirTel has a colorful advertisement where it should focus more on the words “Express Yourself” which is a part of the brand identity.  That no doubt AirTel is a popular brand s it should creates brand identity extends to rural and remote areas too.

NSB, Bangalore

83

CONCLUSIONS It is concluded that the over all field of AirTel is appreciable, in the prevailing cut threat competition among the powerful telecom industry it appeared that AirTel has not only entered play but to win and indeed it has one. If AirTel continues its brand identify, awareness, image and service as it is doing now it would not be exaggerating AirTel may force other brands vanish from the market. It appears that the brand AirTel has no doubt made these mobile handsets available in the hands of people of all walks, but with an eye on monetary gain. It is a privilege to flash or own a brand AirTel mobile connections, it has become an identity of pride and fashion. The growth of AirTel was graphically ascending but steadily spreading its wings all over the market with uniformity. The AirTel brand enables customer to identify so well that he is tempted to levy it again. There by setting him to be among the upper and privilege class. Brand awareness of the AirTel mobile connection it as such providing ideas, feelings to a common man to enjoy the service. AirTel connection is boom bridging the long distance eliminating the feeling of separation. AirTel of Bharti Enterprises is enjoying a virtual monopoly as it has made a very good place for itself in the competitive market. “AirTel has swept the market in a true sense”

NSB, Bangalore

84

Bibliography: www.airtel.co.in. www.pdfcoke.com www.slideshare.com www.economictimes.com www.etnow.com

NSB, Bangalore

85