Summer Internship Project Report

On

Analysis of Pricing and Promotional Techniques in Bharti Airtel

Ltd.

Submitted in partial fulfillment of the requirements

For the award of the degree of

Bachelor of Business Administration (BBA)

Of
Guru Gobind Singh Indraprastha University, Delhi

Guide: Ms. Anu Bhardwaj Submitted by:

(Faculty Guide) Roll No.:

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

Batch (2015-2018)
 Certificate No 2

This is to Certify that the Project Report (BBA-311) titled “Marketing in Bharti Airtel Pvt
Ltd” done by Suraj Pratap Sawhney, Roll No. 08414201715, is completed under my
guidance.

Signature of the Guide:

Date:
Name of the Guide: Ms. Anu Bhardwaj
 CONTENTS

S Topic Page
No No
1 Summer Internship Certificate -
2 Certificate -
3 Acknowledgements -
4 Executive Summary -
5 Chapter-1: Introduction -
Chapter- 1.1 Introduction to Industry
Chapter- 1.2 Introduction to Company
6 Chapter-2: Conceptual Discussion -
7 Chapter-3: Research Methodology -

3.1 Title
3.2 Title Justification
3.3 Objective of study
3.4 Research Methodology
3.4.1 Research Design- Exploratory/
Descriptive/ Experimental
3.4.2 Data Collection-
 Primary Data
 Secondary Data
3.4.3 Sampling
 Sampling Technique
 Sampling Design
 Sample Unit
 Sample Area
 Sample Size

3.5 Data Analysis Tools- Graphs, Chart, Percentage etc

3.6 Limitation of Study
8 Chapter-4: Data Analysis
9 Chapter-5: Findings
10 Chapter-6: Suggestions/ Recommendations
11 Chapter-7: Conclusions
12 References/Bibliography
13 Appendices- Questionnaire
 ACKNOWLEDGEMENT

I take this opportunity to express my heartiest gratitude to Jagannath International

Management School for permitting me to undertake this research and supporting me
during this research and otherwise also.

I would like to thank Ms.Anu Bhardwaj who not only played the role of my philosopher
and guide but also mentored me at every stage of my project work. I would like to extend
my hearty thanks to entire faculty members of BBA department for their constant
cooperation and support to take decision during the course of my research. I would also
like to thank my parents for their support and blessing without which this project could not
have been completed. Indeed I shall remain ever grateful to them.

I am also thankful to college library and computer laboratory management staff for their
constant support.

The experience I gained during this research project is of immense importance in the
academically and more on professionally.

Student name-

Roll no -
CHAPTER 1

(Introduction)

1
 Chapter 1

Introduction

1.1 TELECOMMUNICATIONS INDUSTRY

The telecommunications industry within the sector of information and communication

technology is made up of all telecommunications/telephone companies and internet service
providers and plays the crucial role in the evolution of mobile communications and the
information society.

Traditional telephone calls continue to be the industry's biggest revenue generator, but
thanks to advances in network technology, Telecom today is less about voice and
increasingly about text (messaging, email) and images (e.g. video streaming). High-speed
internet access for computer-based data applications such as broadband information
services and interactive entertainment, is pervasive. Digital Subscriber Line (DSL) is the
main broadband telecom technology. The fastest growth comes from (value-added)
services delivered over mobile networks.

2
The telecom sector continues to be at the epicenter for growth, innovation, and disruption
for virtually any industry. Mobile devices and related broadband connectivity continue to
be more and more embedded in the fabric of society today and they are key in driving the
momentum around some key trends such as video streaming, Internet of Things (IoT), and
mobile payments.

Think of telecommunications as the world's biggest machine. Strung together by complex

networks, telephones, mobile phones and internet-linked PCs, the global system touches
nearly all of us. It allows us to speak, share thoughts and do business with nearly anyone,
regardless of where in the world they might be. Telecom operating companies make all this
happen.

India's telecommunication network is the second largest in the world by number of

telephone users (both fixed and mobile phone) with 1.053 billion subscribers as on 31
August 2016. It has one of the lowest call tariffs in the world enabled by mega telecom
operators and hyper-competition among them. India has the world's second-largest Internet
user-base. As on 31 March 2016, there were 342.65 million internet subscribers in the
country.

Major sectors of the Indian telecommunication industry are telephone, internet and
television broadcast Industry in the country which is in an ongoing process of transforming
into next generation network, employs an extensive system of modern network elements
such as digital telephone exchanges, mobile switching centres, media gateways and
signalling gateways at the core, interconnected by a wide variety of transmission systems
using fibre-optics or Microwave radio relay networks. The access network, which connects
the subscriber to the core, is highly diversified with different copper-pair, optic-fibre and
wireless technologies. DTH, a relatively new broadcasting technology has attained
significant popularity in the Television segment. The introduction of private FM has given
a fillip to the radio broadcasting in India. Telecommunication in India has greatly been
supported by the INSAT system of the country, one of the largest domestic satellite systems
in the world. India possesses a diversified communications system, which links all parts of
the country by telephone, Internet, radio, television and satellite.

Indian telecom industry underwent a high pace of market liberalisation and growth since
the 1990s and now has become the world's most competitive and one of the fastest growing

3
telecom markets. The Industry has grown over twenty times in just ten years, from under
37 million subscribers in the year 2001 to over 846 million subscribers in the year 2011.
India has the world's second-largest mobile phone user base with over 929.37 million users
as of May 2012. It has the world's second-largest Internet user-base with over 300 million
as of June 2015.

Telecommunication has supported the socioeconomic development of India and has played
a significant role to narrow down the rural-urban digital divide to some extent. It also has
helped to increase the transparency of governance with the introduction of e-governance in
India. The government has pragmatically used modern telecommunication facilities to
deliver mass education programmes for the rural folk of India.

According to London-based telecom trade body GSMA, the telecom sector accounted for
6.5% of India's GDP in 2015, or about ₹9 lakh crore (US$140 billion), and supported direct
employment for 2.2 million people in the country. GSMA estimates that the Indian telecom
sector will contribute ₹14.5 lakh crore (US$230 billion) to the economy and support 3
million direct jobs and 2 million indirect jobs by 2020.

1.2 COMPANY PROFILE

Bharti Airtel Limited is an Indian global telecommunications services company based in

New Delhi, India. It operates in 18 countries across South Asia and Africa. Airtel provides
GSM, 3G and 4G LTE mobile services, fixed line broadband and voice services depending
upon the country of operation. Airtel is also testing VoLTE technology across five cities in
India and should roll out the technology towards the end of 2017. It is the largest mobile

4
network operator in India and the third largest in the world with 400 million subscribers.
Airtel was named India's second most valuable brand in the first ever Brandz ranking by
Millward Brown and WPP plc.

Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of
low cost and high volumes. The strategy has since been adopted by several operators.
Airtel's equipment is provided and maintained by Ericsson ,Huawei,Nokia Solutions and
Networks whereas IT support is provided by IBM. The transmission towers are maintained
by subsidiaries and joint venture companies of Bharti including Bharti Infratel and Indus
Towers in India. Ericsson agreed for the first time to be paid by the minute for installation
and maintenance of their equipment rather than being paid up front, which allowed Airtel
to provide low call rates of ₹1 (1.6¢ US)/minute.

Airtel India is the largest provider of mobile telephony and second largest provider of fixed
telephony in India, and is also a provider of broadband and subscription television services.
It offers its telecom services under the "airtel" brand, and is headed by Sunil Bharti Mittal.

Corporate structure

AIRTEL is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of
low cost and high volumes. The strategy has since been adopted by several operators.[8]
AIRTEL's equipment is provided and maintained by Ericsson and Nokia Solutions and
Networks[9] whereas IT support is provided by IBM.[10] The transmission towers are
maintained by subsidiaries and joint venture companies of Bharti including Bharti Infratel
and Indus Towers in India.[11

Telemedia

Under the Telemedia segment, Airtel provides broadband internet access through DSL,
internet leased lines as well as MPLS (multiprotocol label switching) solutions, as well as
IPTV and fixed line telephone services. Until 18 September 2004, Bharti provided fixed
line telephony and broadband services under the Touchtel brand. Bharti now provides all
telecom services including fixed line services under a common brand airtel. As of

5
September 2012, Airtel provides Telemedia services to 3.3 million customers in 87 cities.
As on 30 November 2012, Airtel had 1.39 million broadband subscribers.

Airtel Broadband provides broadband and IPTV services. Airtel provides both capped as
well as unlimited download plans. However, Airtel's unlimited plans are subject to free
usage policy (FUP), which reduces speed after the customer crosses a certain data usage
limit. In most of the plans, Airtel provides only 512kbit/s beyond FUP, which is lower than
the TRAI specified limit of half the subscriber's original speed. The maximum speed
available for home users under the new V-Fiber program is 100MBit/s and with DSL is
16Mbit/s

In May 2012, Airtel Broadband and some other Indian ISPs temporarily blocked file
sharing websites such as vimeo.com megavideo.com, thepiratebay.se, etc. with out giving
any legal information to the customers. Airtel will be launching its Voice_over_LTE calling
service in Mumbai and Kolkata.

Digital television

The Digital television business provides Direct-to-Home (DTH) TV services across India
under the brand name Airtel Digital TV. It started services on 9 October 2008 and had about
7.9 million customers at the end of December 2012.

Enterprise

The Enterprise business provides end-to-end telecom solution to corporate customers and
national and international long-distance services to telcos through its nationwide fibre optic
backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and
international bandwidth access through the gateways and landing stations. It has two
sections under it.

6
Mobile data service

The different services under mobile data are BlackBerry services, a web-enabled mobile
email solution working on 'Push Technology', USB modem that helps in getting instant
access to Internet and corporate applications, Airtel Data Card that gives the liberty to
access the internet anytime, Easy Mail is a platform that provides access to
personal/corporate e-mails independent of handset operating system and application
services that shorten the queues at the billing section, off-load the pressure on the billing
staff and bring convenience to the user.

Enterprise business solutions

There are two kinds of solutions offered by Airtel. One is GPRS Based Solutions like
mobile applications tools for enterprise, TrackMate, automatic meter reading solutions etc.
and the other is SMS Based Solutions like interactive sms, bulk sms, inbound call centre
solutions.

The ‘India with Airtel’ package is said to be a one-stop-shop for availing all telecom and
connectivity solutions including mobile and fixed telephony, global and domestic data
capacity and connectivity solutions, VSAT, Virtual Private Network, data centre and cloud
solutions, Value Added Services and payment and billing integration, machine-to-machine,
and managed services.

Android-based tablet

Beetel Teletech Ltd., a unit of Bharti Enterprises Ltd., on 18 August 2011, launched a
₹9,999 (US$160) 7-inch tablet in India based on Google Inc.'s Android operating system.
The offering is intended to capitalise on the expected demand for cheap computing devices
in the world's fastest-growing and second-largest mobile phone market.

7
HISTORY

In 1984 Sunil Mittal started assembling push-button phones in India, which he earlier used
to import from a Taiwan company, Kingtel, replacing the old fashioned, bulky rotary
phones that were in use in the country then. Bharti Telecom Limited (BTL) was
incorporated and entered into a technical tie up with Siemens AG of Germany for
manufacture of electronic push button phones. By the early 1990s, Bharti was making fax
machines, cordless phones and other telecom gear. He named his first push-button phones
as 'Mitbrau'.

In 1992, he successfully bid for one of the four mobile phone network licences auctioned
in India. One of the conditions for the Delhi cellular license was that the bidder have some
experience as a telecom operator. So, Mittal clinched a deal with the French telecom group
Vivendi. He was one of the first Indian entrepreneurs to identify the mobile telecom
business as a major growth area. His plans were finally approved by the Government in
1994 and he launched services in Delhi in 1995, when Bharti Cellular Limited (BCL) was
formed to offer cellular services under the brand name AirTel. Within a few years Bharti
became the first telecom company to cross the 2-million mobile subscriber mark. Bharti
also brought down the STD/ISD cellular rates in India under brand name 'Indiaone'.

In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular

operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell
Communications, in Chennai. In 2001, the company acquired control of Spice Cell in
Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Bombay
Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone
operations were re-branded under the single Airtel brand. In 2004, Bharti acquired control
of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to Andaman and
Nicobar. This expansion allowed it to offer voice services all across India.

Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004
becoming to the first operator in India to do so. The Airtel theme song, composed by A.R.
Rahman, was the most popular tune on that year.

In May 2008, it emerged that Airtel was exploring the possibility of buying the MTN
Group, a South Africa-based telecommunications company with coverage in 21 countries

8
in Africa and the Middle East. The Financial Times reported that Bharti was considering
offering US$45 billion for a 100% stake in MTN, which would be the largest overseas
acquisition ever by an Indian firm. However, both sides emphasize the tentative nature of
the talks, while The Economist magazine noted, "If anything, Bharti would be marrying
up," as MTN has more subscribers, higher revenues and broader geographic coverage.
However, the talks fell apart as MTN Group tried to reverse the negotiations by making
Bharti almost a subsidiary of the new company. In May 2009, Bharti Airtel again confirmed
that it was in talks with MTN and the companies agreed to discuss the potential transaction
exclusively by 31 July 2009. Talks eventually ended without agreement, some sources
stating that this was due to opposition from the South African government.

In 2009, Bharti negotiated for its strategic partner Alcatel-Lucent to manage the network
infrastructure for the fixed line business. Later, Bharti Airtel awarded the three-year
contract to Alcatel-Lucent for setting up an Internet Protocol access network across the
country. This would help consumers access internet at faster speed and high quality internet
browsing on mobile handsets.

In 2009, Airtel launched its first international mobile network in Sri Lanka. In June 2010,
Bhartil acquired the African business of Zain Telecom for $10.7 billion making it the
largest ever acquisition by an Indian telecom firm. In 2012, Bharti tied up with Wal-Mart,
the US retail giant, to start a number of retail stores across India. In 2014, Bharti planned
to acquire Loop Mobile for ₹7 billion (US$110 million), but the deal was called off later.

Bharti Airtel Limited ("Airtel"), the world's third largest mobile operator with operations
in 20 countries across Asia and Africa, today said that its Treasury division has been
adjudged as a highly commended winner of the Top Treasury Team (Asia) Awards at the
Adam Smith Asia Awards 2015.

9
 CHAPTER 2

(Conceptual Discussion)

10
2.1 What is a Market?

In Marketing, the term “Market” refers to the group of consumers or organisations that are
interested in a product, has the resources to purchase a product and is permitted by law and
other regulations to acquire the product. The market definition begins with the total
population and progressively narrows as shown in the following diagram-

Beginning with the total population, various terms are used to describe the market based
on the level of narrowing:

• Total Population

• Potential Market: Those in the total population who have interest in acquiring the
product.

• Available Market: Those in the potential market who have enough money to buy the
product.
11
• Qualified Available Market: Those in the available market who are legally permitted to
buy the product.

• Target Market: The segment of the qualified available market that the firm has decided
to serve.

• Penetrated Market: Those in the target market who have purchased the product.

In the above listing, “Product” refers to both physical products and services and the size of
the market is not necessarily fixed.

According to Philip Kotler, “A Market consists of all the potential customers sharing a
particular need or want who might be willing and able to engage in exchange to satisfy that
need or want.”

2.2 What is Marketing?

Marketing has several definitions-

• Marketing is building profitable customer relationships. The aim of marketing is to create

value for customers and to capture value in return. Companies know if they take care of
their customers, market share and profits will follow.

• Marketing is a total system of interacting business activities designed to plan, promote

and distribute need satisfying products and services to existing and potential customers.

• Marketing is the management process responsible for identifying, anticipating and

satisfying customer requirements profitably. (CIM, 2001)

GOALS:

1. Attract new customers by promising superior value.

2. Keep and grow current customers by delivering satisfaction.

• Marketing is the performance of business activities that direct the flow of goods and
services from producers to consumers.

12
2.3 FUNCTIONS OF MARKETING-

1. Functions of Research-

• Marketing Research - helps in analysing the buyers wants, attitude and behaviour, relative
popularity of a product, effectiveness of advertising media, etc.

• Product Design and development- A product is something which is offered by a business

firm to customers to satisfy their needs.

2. Function of Exchange-

• Buying and assembling

• Selling

3. Function of Physical Treatment-

• Standardization, Grading and Branding- Standardization means setting up of specification

of a product, grading is done on basis of standards.

• Packaging

• Storage

• Transportation

13
4. Facilitating Functions-

• Personal Selling

• Advertising

• Pricing

• Financing

• Risk Taking

NATURE OF MARKETING-

 Marketing is customer oriented

 Marketing starts and ends with customer

 Marketing Precedes and Succeeds Production

 Marketing is science as well as art

 Marketing is a system

 Exchange process is essence of marketing

 Marketing is goal oriented

 Marketing is a process

SCOPE OF MARKETING-

1. Product- Tangible things (AC, TV, Toothpaste, Shampoo, Car etc.)

2. Services- Intangibles (Banking, Insurance, Education etc.)

3. Experiences- Scuba Diving, Para Gliding, Water & Amusement Parks, etc.

4. Information- Research organizations etc.

5. Place- Tourism i.e. Gujarat, Rajasthan etc.

14
 6. Ideas- Advertising Agency, Architect, Consultants etc.

7. Organization- companies needs marketing to be in good books etc.

8. Person- Celebrity Marketing

9. Property- Financial (Share, Mutual Funds) & Real (Real Estate)

10. Events- Marriage, Exhibitions, Road Show

What is Marketing Mix?

The marketing mix definition is simple. It is about putting the right product or a
combination thereof in the place, at the right time, and at the right price. The difficult part
is by doing this well you need to know every aspect of your business plan.

15
Marketing Mix – 4P’s

1. PRODUCT

A product is an item that is built or produced to satisfy the needs of a certain group of
people. The product can be intangible or tangible as it can be in the form of services or
goods.

You must ensure to have the right type of product that is in demand for your market. So
during the product development phase, the marketer must do an extensive research on the
life cycle of the product that they are creating.

A product has a certain life cycle that includes the growth phase, the maturity phase, and
the sales decline phase. It is important for marketers to reinvent their products to stimulate
more demand once it reaches the sales decline phase.

Marketers must also create the right product mix. It may be wise to expand your current
product mix by diversifying and increasing the depth of your product line.

All in all, marketers must ask themselves the question “what can I do to offer a better
product to this group of people than my competitors”.

In developing the right product, you have to answer the following questions:

 What does the client want from the service or product?

 How will the customer use it?

 Where will the client use it?

 What features must the product have to meet the client’s needs?

 Are there any necessary features that you missed out?

 Are you creating features that are not needed by the client?

 What’s the name of the product?

16
  Does it have a catchy name?

 What are the sizes or colours available?

 How is the product different from the products of your competitors?

 What does the product look like?

2. PRICE

The price of the product is basically the amount that a customer pays for to enjoy it. Price
is a very important component of the marketing mix definition.

It is also a very important component of a marketing plan as it determines your firm’s profit
and survival. Adjusting the price of the product has a big impact on the entire marketing
strategy as well as greatly affecting the sales and demand of the product.

This is inherently a touchy area though. If a company is new to the market and has not
made a name for themselves yet, it is unlikely that your target market will be willing to pay
a high price.

Although they may be willing in the future to hand over large sums of money, it is
inevitably harder to get them to do so during the birth of a business.

Pricing always help shape the perception of your product in consumers eyes. Always
remember that a low price usually means an inferior good in the consumers eyes as they
compare your good to a competitor.

Consequently, prices too high will make the costs outweigh the benefits in customer’s eyes,
and they will therefore value their money over your product. Be sure to examine
competitors pricing and price accordingly.

When setting the product price, marketers should consider the perceived value that the
*product offers. There are three major pricing strategies, and these are:

17
  Market penetration pricing

 Market skimming pricing

 Neutral pricing

Here are some of the important questions that you should ask yourself when you are setting
the product price:

 How much did it cost you to produce the product?

 What is the customers’ perceived product value?

 Do you think that the slight price decrease could significantly increase your market
share?

 Can the current price of the product keep up with the price of the product’s
competitors?

3. PLACE

Placement or distribution is a very important part of the product mix definition. You have
to position and distribute the product in a place that is accessible to potential buyers.

This comes with a deep understanding of your target market. Understand them inside out
and you will discover the most efficient positioning and distribution channels that directly
speak with your market.

There are many distribution strategies, including:

 Intensive distribution

 Exclusive distribution

 Selective distribution

 Franchising

18
Here are some of the questions that you should answer in developing your distribution
strategy:

 Where do your clients look for your service or product?

 What kind of stores do potential clients go to? Do they shop in a mall, in a regular
brick and mortar store, in the supermarket, or online?

 How do you access the different distribution channels?

 How is your distribution strategy different from your competitors?

 Do you need a strong sales force?

 Do you need to attend trade fairs?

 Do you need to sell in an online store?

4. PROMOTIONS

Promotion is a very important component of marketing as it can boost brand recognition

and sales. Promotion is comprised of various elements like:

 Sales Organization

 Public Relations

 Advertising

 Sales Promotion

Advertising typically covers communication methods that are paid for like television
advertisements, radio commercials, print media, and internet advertisements. In
contemporary times, there seems to be a shift in focus offline to the online world.

Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.

Word of mouth is also a type of product promotion. Word of mouth is an informal

communication about the benefits of the product by satisfied customers and ordinary

19
individuals. The sales staff plays a very important role in public relations and word of
mouth.

It is important to not take this literally. Word of mouth can also circulate on the internet.
Harnessed effectively and it has the potential to be one of the most valuable assets you have
in boosting your profits online. An extremely good example of this is online social media
and managing a firm’s online social media presence.

In creating an effective product promotion strategy, you need to answer the following
questions:

 How can you send marketing messages to your potential buyers?

 When is the best time to promote your product?

 Will you reach your potential audience and buyers through television ads?

 Is it best to use the social media in promoting the product?

 What is the promotion strategy of your competitors?

Your combination of promotional strategies and how you go about promotion will depend
on your budget, the message you want to communicate, and the target market you have
defined already in previous steps.

20
 CHAPTER 2

(Research Methodology)

21
CHAPTER 3: RESEARCH METHODOLOGY
3.1 Title

Analysis of Pricing and Promotional Techniques in Bharti Airtel

Ltd.

3.2 Title Justification

I completed my summer internship in the marketing department of Bharti Airtel Ltd. I

worked on the behaviour of consumers, market trends and retailers selling techniques to
conduct a retailer research of Bharti Airtel Ltd.

3.3 Objectives

 To study the retailers selling techniques in different markets.

 To analyse the behaviour of consumers.
 To have an overview of the market trends.
 To analyse the problems faced by the retailers while Selling Airtel Sims.

3.4 Research Methodology

3.4.1 Research Design

A research design is a set of methods and procedures used in collecting and analysing
measures of the variables specified in the research problem.

This research design is a descriptive research.

3.4.2 Data Collection

I collected primary data through the medium of questionnaire and analysed them; and
secondary data from different websites for the company’s profile.

3.4.3 Sample

 Sampling Technique: The technique used to draw sample is Random Sampling.

 Sampling Design: The sample design used to develop this report was Area
Sampling.
 Sample Unit: My sampling units were Mobile Selling Stores and Airtel Stores.
 Sample Area: Samples were drawn from the South Delhi Area.
22
  Sample Size: The sample size was 89.

3.5 Data Analysis Tools

 The tools used to analyse the data are:

 Bar Graphs
 Histogram
 Pie Charts

3.6 Limitations

While Primary Data collection is a powerful method of acquiring information, it does pose
several significant problems including:

 Cost

Compared to secondary research, primary data may be very expensive since there is a great
of marketer involvement and the expense in preparing and carrying out research can be
high.

 Time Consuming

To be done correctly primary data collection requires the development and execution of a
research plan. Going from the start-point of deciding to undertake a research project to the
end-point to having results is often much longer than the time it takes to acquire secondary
data.

 Not Always Feasible

Some research projects, while potentially offering information that could prove quite
valuable, are not within the reach of a marketer. Many are just too large to carry out by all
but the largest companies and some are not feasible at all. For instance, it would not be
practical for McDoanals to attempt to interview every customer who visits their stores on
a certain day since doing so would require huge number of researchers, an unrealistic job.

23
 CHAPTER 4

(Data Analysis)

24
 CHAPTER 4

DATA ANALYSIS

1. How did you get to know the brand Airtel?

Social Media Television Stores Friends and Newspaper and

Family Magazines

26 22 4 48 8

INTERPRETATION:

From the above figure it is seen that

 44.4% of the respondents know about Airtel through Friends and Family.
 20.4% of the respondents know about Airtel through Television.
 3.7% of the respondents know about Airtel through Stores.
 24.1% of the respondents know about Airtel through Social Media.
 7.4% of the respondents know about Airtel through Newspaper and Magazines.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research know about Airtel through Social Media and the least amount of
respondents got to know about Airtel is through stores.

25
 2. Do you find Airtel’s Telecommunication services value for money?

YES NO
74 34

INTERPRETATION:

From the above figure it is seen that

 68.5% of the respondents found Airtel’s Telecommunication services value for

money.
 31.5% of the respondents found Airtel’s Telecommunication services value for
money.

ANALYSIS:
As seen in the graph above, we can understand that the respondents who have undergone
this research it is clear that most of them found Airtel’s telecommunication services value
for money.

26
 3. Do you come across any promotions/offers of Airtel?

YES NO
80 28

INTERPRETATION:

From the above figure it is seen that

 74.1% of the respondents come across promotions/offers of Airtel.

 25.9% of the respondents come across promotions/offers of Airtel.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research do come across promotions/offers of Airtel.

27
 4. If yes then where do you mostly see/receive them?

Social Media Television/ Stores Phone Calls

Newspaper/
Magazines

34 32 6 36

INTERPRETATION:

From the above figure it is seen that

 33.3% of the respondents see/receive them through Phone Calls.

 31.5% of the respondents see/receive them through Social Media.
 29.6% of the respondents see/receive them through
Television/Newspaper/Magazines.
 5.6% of the respondents see/receive them through Stores.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research see/receive Airtel’s promotions/offer through Social Media and
the least amount of respondents see/receive them is through stores.

28
 5. Do you think Airtel needs to improve its promotional techniques?

YES NO
70 38

INTERPRETATION:

From the above figure it is seen that

 64.8% of the respondents feel that Airtel needs to improve its promotional
techniques.
 35.2% of the respondents feel that Airtel does not need to improve its promotional
techniques.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research feel that Airtel needs to improve its promotional techniques.

29
 6. Which feature of Airtel attracts you to purchase its services?

Good Offers Price Range Service Customer

Quality Service

52 10 36 10

INTERPRETATION:

From the above figure it is seen that

 48.1% of the respondents get attracted to purchase Airtel’s services because of

Good Offers.
 9.3% of the respondents get attracted to purchase Airtel’s services because of
Price Range.
 33.3% of the respondents get attracted to purchase Airtel’s services because of
Service Quality.
 9.3% of the respondents get attracted to purchase Airtel’s services because of
Good Offers.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research gets attracted to purchases Airtel’s services because of good
offers and the least amount of respondents gets attracted to purchases Airtel’s services
because of Price Range and Customer Service
30
 7. Do celebrity endorsement attract you towards purchasing the services?

YES NO
42 66

INTERPRETATION:

From the above figure it is seen that

 61.1% of the respondents feel that celebrity endorsement does not attract them
towards purchasing the services.
 38.9% of the respondents feel that celebrity endorsement does attract them
towards purchasing the services.

ANALYSIS:
 As seen in the graph above, we can understand that most of the respondents who
have undergone this research feel that celebrity endorsement does not attract them
towards purchasing the services.

31
 8. Which brand do you think is a good competitor of Airtel in terms of price
range?

Jio Vodafone Idea Aircel

46 54 0 8

INTERPRETATION:

From the above figure it is seen that

 50% of the respondents feel that Vodafone is good competitor of Airtel in terms of
price range.
 42.6% of the respondents feel that Jio is good competitor of Airtel in terms of
price range.
 0% of the respondents feel that Idea is good competitor of Airtel in terms of price
range.
 7.4%% of the respondents feel that Aircel is good competitor of Airtel in terms of
price range.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research feel that Vodafone is good competitor of Airtel in terms of price
range and the least amount of respondents feel that Idea is good competitor of Airtel in
terms of price range.

32
 9. Which service of Airtel do you prefer the most?

Mobile Phone DTH Broadband Landline Plans

Plans

54 8 32 14

INTERPRETATION:

From the above figure it is seen that

 50% of the respondents prefer Mobile Phone Plans service the most.
 13% of the respondents prefer Landline Plans service the most.
 29.6% of the respondents prefer Broadband service the most.
 7.4% of the respondents prefer DTH service the most.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research prefer Mobile Phone Plans service the most and the least amount
of respondents prefer DTH service.

33
 10. What do you think of Airtel’s customer services?

Good Average Bad

62 38 8

INTERPRETATION:

From the above figure it is seen that

 57.4% of the respondents find Airtel’s customer services Good.

 35.2% of the respondents find Airtel’s customer services Average.
 7.4% of the respondents find Airtel’s customer services Bad.

ANALYSIS:
As seen in the graph above, we can understand that most of the respondents who have
undergone this research respondents find Airtel’s customer services good and the least
amount of respondents find Airtel’s customer services bad.

34
CHAPTER 5

(Findings)

35
 CHAPTER 5

FINDINGS

From the analysis and interpretation we have come across some important things, it is
clear that:
1. We can understand that most of the respondents know about Airtel through Social
Media.

2. We can understand that the respondents found Airtel’s telecommunication

services value for money.

3. We can understand that most of the respondents do come across promotions/offers

of Airtel.

4. We can understand that most of the respondents see/receive Airtel’s

promotions/offer through Social Media.

5. We can understand that most of the respondents feel that Airtel needs to improve
its promotional techniques.

6. We can understand that most of the respondents gets attracted to purchases

Airtel’s services because of good offers.

7. We can understand that most of the respondents feel that celebrity endorsement
does not attract them towards purchasing the services.

8. We can understand that most of the respondents feel that Vodafone is good
competitor of Airtel in terms of price range.

9. We can understand that most of the respondents prefer Mobile Phone Plans
service.

36
10. We can understand that most of the respondent’s find Airtel’s customer services
good.

37
 CHAPTER 6

(Suggestions and Recommendations)

38
 CHAPTER 6

SUGGESTIONS & RECOMMENDATIONS

 It can be seen that most of the respondents are satisfied with the product quality
and the prices assigned to them accordingly but only some are not therefore
Airtel should work towards improving this aspect so that all its customers
remain satisfied.
 It can be seen that most of the respondents feel that Vodafone is a good
competitor of Airtel in terms of price range so I would suggest that Airtel
should analyse the pricing strategies of Vodafone and Airtel should work
towards making its own strategy better so there is no loss of customers.
 It can be seen that Airtel is able to communicate its promotions to majority of
the respondents but it still needs to make sure its promotion are reaching a
larger number of people than present as it would lead to more sales.
 It can be seen that Airtel is hardly promoting its offers through stores, I feel that
they should try to reach towards the people through store offers as well, so that
maximum number of people can be reached.
 It can clearly be seen that Airtel is not focused on advertising through Stores,
Newspaper and Magazines. So they must focus on advertising through these
particular areas so that maximum number of people know about the brand
Airtel.
 It can be seen that the majority of respondents feel that Airtel is not keeping a
large mass of population so it needs to work on improving its promotion
techniques.

39
CHAPTER 7

(Conclusion)

40
 CHAPTER 7

CONCLUSION

 This project was carried out to study the promotion as well as the pricing
techniques and also to carry out a competitive analysis of Airtel with the other
major players in the industry during this research I connected with consumer a
number of consumers of this industry so as to get a feedback from them about
the same.
 The Results and findings of this research study clearly exemplifies the fact that
an in depth market study has been conducted and all the objectives set for this
research work has been fully accomplished and the analysis has been
performed.
 From the analysis and findings of the study it can be concluded that Airtel has a
good reputation in the market and thus signifies that the people are aware of the
brand and has come across with its promotions/offers. They are also supportive
of its pricing strategies. Today’s market is growing rapidly so Airtel is
gracefully accepting that change. Major players are entering the market and
Airtel is maintaining its completive edge against these brands.

41
 BIBLIOGRAPHY

1. Data provided by Airtel to all its employees.

2. A book called the Kotler Keller by Phillip Kotler.

3. AIRTEL INDIA WEBSITES:

 www.airtel.in

4. OTHER WEBSITES:

 www.wikipedia.com
 www.slideshare.com
 www.indiainformation.com
 www.facebook.com/airtel
 www.twitter.com/airtelin

42
 ANNEXURE I-
QUESTIONNAIRE ON PRICING AND PROMOTIONAL
TECHNIQUES OF AIRTEL

NAME:
DEPARTMENT:
CONTACT NO.:

1. How did you get to know about the brand Airtel?

 Social Media
 Stores
 Friends and Family
 Television
 Newspaper and Magazines
2. Do you find Airtel’s Telecommunication services value for money?
 Yes
 No
3. Do you come across any promotions/offers of Airtel?
 Yes
 No
4. Do you think Airtel needs to improve its promotional techniques?
 Yes
 No
5. If yes then where do you mostly see/receive them?
 Stores
 Social Media
 Phone Calls
 Television/Newpaper/Magazines

6. Which feature of Airtel attracts you to purchase its services?

 Good Offers
 Price Range

43
  Service Quality
 Customer Service

7. Do celebrity endorsements attract you towards purchasing the services?

 Yes
 No
8. Which brand do you think is a good competitor of Airtel in terms of price range?
 Jio
 Vodafone
 Aircel
 Idea
9. Which service of Airtel do you prefer the most?
 Broadband
 DTH
 Mobile Phone Plans
 Landline Plans
10. What do you think of Airtel’s customer service?
 Good
 Average
 Bad

44