Professional Documents
Culture Documents
A REPORT ON
“Brand Awarness of Airtel products”
Submitted to:
Prof. M.Y.Pattenshetti
Faculty of IBM
Bijapur
Submitted by:
Mr. Sagar P.Akanoji MBA06005037
Mr. Sarang S.Naik MBA06005022
Mr. Santosh Channal MBA06005040
Mr. Amit A. Jadhav MBA06005003
Ms. Kavita Shintri MBA06005015
M.B.A IVth Semester
DECLARATION
We also declare that this dissertation has not been submitted to any
University or Institution for the award of any Degree or diploma.
PLACE: Bijapur
DATE:
We also wish to thank all those respondents who were patient enough in
giving answer to our questionnaire.
Finally, we would like to extend our grateful thanks to all our friends and
Faculty members of IBM, Bijapur whose assistance has a lot to us personally for
the completion of this research.
PLACE: Bijapur
DATE:
Mr.Sagar P.Akanoji
Mr.Sarang S.Naik
Mr. Santosh Channal
Mr. Amit A. Jadhav
Ms. Kavita Shintri
Bharti Enterprises Profile
We at Airtel always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise and go out
of our way to delight the customer with a little bit more
Our Brand
Airtel was born free, a force unleashed into the market with a relentless and
unwavering determination to succeed. A spirit charged with energy, creativity and
a team driven “to seize the day” with an ambition to become the most globally
admired telecom service. Airtel, after just ten years, has risen to the pinnacle of
achievement.
As India's leading telecommunications company Airtel brand has played the role
as a major catalyst in India's reforms, contributing to its economic resurgence.
Today we touch peoples lives with our Mobile services, Telemedia services, to
connecting India's leading 1000+ corporates. We also connect Indians living in
USA with our callhome service.
Organisation Structure:
As an outcome of a restructuring exercise conducted within the company; a
new integrated organizational structure has emerged; with realigned roles,
responsibilities and reporting relationships of Bharti.s key team players. With
effect from March 01, 2006, this unified management structure of 'One Airtel' will
enable continued improvement in the delivery of the Group.s strategic vision
Services offered by Bharti Airtel Ltd
Mobile Services
Airtel Prepaid/Prepaid:
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti
Enterprises, India's leading integrated telecom service provider. With tariff defined
with respect to location. With following features:
T otal cost control
No rentals
No deposits
STD/ISD facility till last rupee
Instant Balance inquiry
60 Seconds pulse rate
Caller line identification
24 hr recharge facility
BlackBerry:
Airtel introduces a brand new offering - the BlackBerry 8700g.
Uncompromising Email, Browsing and Phone Performance in all in one device.
BlackBerry integrates seamlessly with your corporate email account offering a
simple and secure way to communicate using GPRS/EDGE.
Buisness Solutions:
Vehicle Tracking
Vehicle tracking solution enables a company to monitor the location of their
stock in transit. Each vehicle is mounted with an Airtel mobile (Phone) or a Global
Positioning System (GPS) box and a vehicle tracking enabled SIM card. The SIM
card sends periodic updates of the location of vehicles to the Bharti application
server, as per the frequency defined. The progress of the vehicle is displayed on a
map on the tracking website. The application allows tracking of multiple vehicles
simultaneously.
Information Broadcast
Information Broadcast is a means of simultaneously disseminating
information to multiple employees/customers over SMS. It also gives the
flexibility of sending messages at a predefined time and pre-defined date. The user
logs on to the solution through internet, types the message, selects the group he
wants to send the message to and after defining the date and time just clicks on
the .send' button.
Call Centers
Business today is run for the customers. To manage customer queries (pre
sales and post sales), clients require to set up small call centers with minimum
expenses. To help out clients with such requirment Airtel proposes the call center
solution. This solution helps the clients to start up a local call center with facilities
to recieve 4-5 simulataneous calls. These call centers can be in a single location or
multi location.
Bharti Airtel
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
Bharti Group, has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti has recently forayed into retail business as Bharti
Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has
successfully launched an international venture with EL Rothschild Group to export
fresh agri products exclusively to markets in Europe and USA and has launched
Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world
leader in financial protection and wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first
private telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered the
course of the telecom sector in the country with its world class products and services. The
businesses at Bharti Airtel have been structured into three individual strategic business
units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The
mobile business provides mobile & fixed wireless services using GSM technology across
23 telecom circles while the Airtel Telemedia Services business offers broadband &
telephone services in 94 cities. The Enterprise services provide end-to-end telecom
solutions to corporate customers and national & international long distance services to
carriers.
What is a brand?
A brand is a name, term, sign, symbol or design, or a combination of them,
intended to identify the goods and services of one company and to differentiate
them from those of competitors. It is the place you own in the minds of people
who matter to you most. It is the psychological and emotional identifier that gives
a company value.
High brand equity provides a number of competitive advantages:
• The company can charge a higher price than its competitors because
the brand has higher perceived quality.
• The company can more easily launch extensions because the brand
name carries high credibility.
• The brand offers the company some defense against price competition.
A brand name needs to be carefully managed so that its quality doesn’t depreciate.
This requires maintaining or improving brand awareness, perceived quality and
functionality, and positive associations. These tasks require continuous R&D
investment, skillful advertising, and excellent trade and consumer service.
Truly effective brand building doesn't start with a series of ads or press releases; it
starts with your employees, the 24x7 "who" behind your brand. Unfortunately,
many companies spend more time, money and manpower communicating
externally rather than internally. Their "front lines," especially non-management
staff, are sometimes clueless about the brand. Creating a successful brand starts at
home. We create strategies and communication tactics that ensure internal Brand
Ambassadors understand and can effectively communicate key messages to
external audiences. Creating a proactive integrated marketing program includes all
the essential ingredients of attraction marketing: media relations, sales support,
advertising, collateral development, stakeholder relations, special events and
interactive marketing. All these elements, when combined with an effective
strategy, build a strong brand in the minds of external audiences. Our targeted
approach yields the exposure, enhanced awareness and assistance you need to
achieve your business objectives
Developing a Brand
A brand is a strong, consistent message about the value of your company.
You control the message through marketing, advertising, customer service, and all
interaction between your company and the market. You don't need to be as large as
Coca-Cola to have a brand. Building a brand involves the same process, whether
your company is two weeks or two years old, whether you have 100 employees or
none. Here is how a brand typically develops:
Define the message. What is valuable about your company? Why do your
customers care? What's so different about your company? The answers to these
questions should form the core statement about your company's service, product,
relationships, and culture: You are faster and have better service (Federal Express).
You have unrelenting, perfect customer care (Nordstrom). Your products are edgy,
new, independent, high-performance (Nike).
Build the image. How does this translate to your overall image? Both visually and
verbally, you need to consistently communicate the company's message about its
value.
Market the image. How can you aggressively get the word out? The message
means nothing until your market hears it. Your marketing and advertising
campaigns need to communicate the company's value and establish its image.
Live the message. Is the message real? Does the customer agree with you? Here
comes the tricky, long-term part: You need to deliver on the implied promise. The
customer's experience must match the image, or the whole house of cards crashes.
If you market your company as faster and better but the customer disagrees, the
brand suffers.
In reality, this process is not linear, but circular. Your brand will evolve in
response to the customer and the evolution of your market and products. For
example, if you have a small business or start-up, you may believe that the value
of your product and company lies in one area. As you market your company and
product, your customers may communicate that they value something else. Then
your product and company may evolve toward that new value, bringing you to
new markets.
Jagdeep Kapoor, the author of the famous book “24 Brand Mantras” has presented
24 action oriented brand mantras, which will help a marketer develop an effective
brand strategy. The unique feature of these mantras and, therefore, of this book is
that they focus on building brands by appealing to both the rational mind and the
emotions. Often, in planning a brand strategy, the appeal is to only one of these
two aspects. For a brand to succeed, it is important that it delight the customer
which can only happen when the brand finds a place in both the mind and heart of
the consumer.
These 24 mantras are as given below. These are broadly classified as ‘Mantras for
the Mind’ and “Mantras for the Heart”.
Mantras for the Mind:
Unique benefits or office policies. These are a great way to generate buzz around
your workplace. Examples include allowing dogs in the office, offering discounts
to fitness clubs, and providing sabbaticals for long-time employees. Your policies
should reinforce the brand that you are trying to establish. If providing a good
work/life balance is an important part of your company, then you should be able to
point to several policies that allow your employees to achieve that balance.
Employee referral programs. Employee referral programs can play a valuable
part in communicating your employer brand--both inside and outside your
company. Referral programs build morale and help retain and attract people by
reminding employees why your company is a great place to work. Be sure to
emphasize the positives of working for your company along with the financial
rewards of providing a referral.
Recruitment website. The career section of your company's website should play
an integral part of any branding effort. For many job seekers, it will be the first
interaction they have with your company. Post your company's core values on
your website. Profile individual employees and provide quotes about why they
enjoy working at your company.
Customer Analysis
KEY BENEFITS
• Fast, flexible data warehouse solution delivers integrated customer analysis and
Enhances workflow and business processes
• Improved performance enhances position as a major player in European
telecommunications
• Reduces waiting time for query responses from several hours to seconds
RINGING THE CHANGES
As a first step toward strategic growth since the breakup of the Spanish
telephone network monopoly, Airtel invested $1.9 billion in its own transport and
access networks, allowing it to meet the demands of a rapidly growing operation.
With more than seven million customers, the company also recognized it needed to
invest in a database to manage customer data and provide high-level marketing
information. A data warehouse, the Almacén Integrado de Datos (Aida),was
constructed. The purpose was to provide Airtel staff with all the quality
information required for dealing with business processes quickly, simply and
efficiently. This was difficult given the huge volumes of data. In order to convert
the mass of basic data into usable business intelligence, Airtel needed a powerful
data warehouse that was fast, flexible, scalable and easy to use. The integrity and
consistency of information had to be maintained, even though the data was
generated from disparate departments. It was essential that any solution could
ensure a high degree of information integration throughout the company. Airtel
selected Sybase IQ.
GETTING THE BEST
A fundamental problem of using Aida was the sheer volume of information
handled on a daily basis. Waiting for all the complex data-processing algorithms to
be resolved caused unacceptable delays. However, storage technology and
advances in processing capability means that an enormous volume of data can now
be processed at relatively low cost. Sybase IQ cut the waiting time for query
responses down to just seconds. This compares very favorably with other tools that
can take hours. Airtel recognized that achieving this kind of result meant selecting
the best possible database management solution. It was particularly important that
data from disparate sources could be fully integrated in order to provide high-
quality analysis that was fast and reliable.
SINGLE DATA, MULTIPLE USES
The Airtel data warehouse organizes information according to the
company’s business map. Even though many different departments use the same
data, the consistency and integrity of the information is maintained. The data
warehouse converts data into knowledge? turning real-world facts, via an
interface, into valuable business intelligence. The ability to accurately analyze and
predict customer activity is crucial to Airtel overall business strategy.
A thousand employees use the data warehouse for multidimensional
analysis, making more intensive use of the system. With multidimensional analysis
using specifically designed information structures, data concerning customers,
infrastructures and company processes can be extracted and users are able to create
modeling and simulation processes including techniques that complement analysis.
Competitor analysis :-
In our study the marketing strategy Airtel and Vodafone are involve.
“Telecoms are rolling but like never before and that 100 million marks does not
look to far away. The mobile subscriber base crossed 65 million in sept-2005 and
over 30% increase over the previous year.”
Indian cellular industry will roach will touch dollar 24 billion by the end of
2007.
Airtel 22% market share over 15 million mobile subscribers (Source:-
cellular operators association of India witnessed its highest ever net addition of 18
million mobile customers in a single quarters
Comparison
Vodafone with over 10 million subscriber 15% market share may be no. 4
(behind reliance and BSNL ) at present but it can the highest average revenue per
user.
Questionnaire
• Name: • Occupation:
• Age:
a) 20-24 b) 25-28
Nokia
Motorola
LG
Sony Erricson
Siemens
3-6 Months
6-12 Months
12-18 Months
18-24 Months
a. Airtel .
b. BSNL .
c. Reliance .
d. Vodafone
4. How do you rate your service provider against following factors on the scale?
Very Dissatisfied Neutral Satisfied Very Satisfied
Dissatisfied
Coverage
Customer
Service
Billing
Cost
Offers
Voice
Quality
Local .
STD ...
ISD ..
Rs...................
12%
2%
Nokia
10%
Motorola
LG
Sony ericson
50%
Siemens
24% Others
2%
Interpretation:-
10% 8%
6% <3 months
4%
3-6 months
6-12 months
12-18 months
44% 18-24 months
28% more than 2 years
Interpretation:-
The survey found that 44 percent of respondents are using their current
handsets since 3-6 months. While, 28 percent of respondents purchase their current
handsets before 6-12 months.6 percent of respondents using mobile phones since
18-24 months.10 percent of respondents are the old customers who were using
handsets since more than 2 years .
Vodafone
16%
Airtel
36% Airtel
BSNL
Reliance Reliance
18%
Vodafone
BSNL
30%
Interpretation:
The survey revealed that 36 percent of respondents chosen Airtel as the cell
phone service provider.30 percent of people surveyed preferred BSNL as their
service provider in the targeted towns. Vodafone is chosen by 16 percent of
respondents. The survey revealed that Reliance was chosen by 18 percent of
respondents even though it is not operating in that region.
100% 7 3 6 3 4 8
11
80%
21 29 18
29 33 13
60%
7
40% 10
9 15
5 5 10
20% 4 10 5
7 7 7
5 2 3 4
0%
Coverage Customer Billing Cost Offers Voice
service Quality
Interpretation :
Coverage:
From the survey it is found that 58 percent of respondents expressed their
happiness over good network is available in these towns.18 percent of people
surveyed faced problems relating to the coverage.14 percent of respondents
appreciate network coverage as very satisfied in these town, while 10 percent of
people are undecided over this attribute.
Customer Service:
72 percent of people surveyed expressed the happiness over quick response
received from the service provider against problems faced by customers relating to
the service. Survey reveled that 18 percent of respondents are not happy with the
customer service from the service provider, while 10 percent of people are
undecided over this matter.
Billing:
The survey revealed that 54 percent of respondents are believed that their service
provider is not overcharging against his servies.26 percent of people surveyed felt
that their current service provider is charging more as hidden charges.20 percent of
respondents neither agree nor disagree over that his/her service provider charging
him/her appropriately.
Cost:
From the survey it is found that, 64 percent respondents expressed their happiness
that current service has the value what they have paid.18 percent of people are
undecided about the returns on the service, which they are getting.18 percents of
respondents felt, that handsets are costlier
Offers:
42 percent of people surveyed are not taken any offer from the service provider.
From the survey it is found that 32 percent respondents are satisfied with offers
availed from the service provider, while 26 percent of people are not happy with
offers.32 percent of respondents are undecided over this attribute.
Voice Quality:
The survey revealed that 52 percent of people are receiving good voice quality
because appropriate strength tower installed by service provider in targeted areas.
Only 34 percent of people posed complaints against service provider they are not
getting good voice over their cell phones.14 percent of respondents are not decided
over this matter.
5. What kind of call do you make often?
No. of
Call type Response
Local calls 30
STD 15
ISD 5
30
30
25
20
No. of 15
response 15
10
5
5
0
Local calls STD ISD
Interpretation:-
From the above table 60 percent respondent are make local calls, 30 percent
respondent make STD calls and Remaining 10 Percent respondent make the ISD
calls.
30
25
20
No. of 29
15
respondents
10
5 7 7
3 3 1
0
51-100 101-200 201-500 501-1000 1001-2000 Over 2000
Expenditure in Rupees
Interpretation:
The survey revealed that 58 percent of respondents spending Rs. 201 to 500
per month on their cell phones. Rupees 330 recharge coupons is the most preferred
for this group. Each 28 percent of people surveyed recharging their cell phones
with the recharge coupons ranging from 101-200 and 501-1000 . During study it
was found that only 2 percent people used to spend more than Rs.2000 over their
cell phones
FINDINGS:-
The survey revealed that 50 percent of the respondents prefer Nokia as
handset their first choice. The reason expressed for this decision was its
brand name and its warranties. 24 percent of respondents choose LG as
their first choice and 2 percent respondents Seimens and Motorola as their
first choice.10 percent of respondents are using Sony Erricson as their
handset.
The survey found that 44 percent of respondents are using their current
phones since 18-24 months.10 percent of respondents are the old customers
The survey revealed that 36 percent of respondents chosen Airtel as the cell
phone service provider.30 percent of people surveyed preferred BSNL as
their service provider in the targeted towns. Vodafone is chosen by 16
percent of respondents. The survey revealed that Reliance was chosen by 18
percent of respondents even though it is not operating in that region.
From survey we come to know 60 percent respondent are make local calls,
Recommendation
Improvement in network coverage:
During the study it is observed that few customers of Airtel complained about poor
network in these towns. It was also found poor network in prime areas like near by
bus stand and available only few kilometers around the towns. This problem can
be resolved by installing high strength of towers.
Customers meet:
Most of the customers have the problems relating problems like handsets, service
and network etc. In order to resolve this problem regular customers meet can be
arranged in these towns where customers can seek solutions for their problems.
Conclusion
We are conclude that the brand image of airtel is very good in the
customers mind so that they are competing other players.