PROJECT

ON
“A STUDY ON IMPACT OF SALES PROMOTIONAL
STRATEGIES OF AIRTEL ON CUSTOMER PERCEPTION IN
DELHI/NCR”

Submitted in partial fulfilment of the requirements

For the award of the degree of

POST GRADUATION DIPLOMA IN BUSINESS

ADMINISTRATION
(MARKETING)

Submitted by :
DIVISHA
Roll No: 201412980

Symbiosis Bhavan
1065 B, Gokhale Cross Road, Model Colony,
Pune - 411016, Maharashtra, India.

1
 NO OBJECTION CERTIFICATE

This is to certify that Miss Divisha is permitted to use relevant data / information of this
organization for his / her project in fulfilment of the PGDBA Program in ( Marketing) . We wish
him / her all the success.

Signature of the competent authority of the Institute / Organization :

Place:
Date:

2
 DECLARATION BY LEARNER

I, Miss DIVISHA, Enrollment No. 201412980, certify that the Project Report entitled “A Study on

Impact of Sales Promotional Strategies of Airtel on Customer perception in Delhi/NCR” is

done by me. The matter embodied in this project work has not been submitted earlier for the award

of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

3
 CERTIFICATE OF GUIDE

Certified that the work incorporated in this Project Report A Study on Impact of Sales Promotional
Strategies of Airtel on Customer perception in Delhi/NCR submitted by Divisha is her original
work and completed under my supervision. Material obtained from other sources has been duly
acknowledged in the Project Report

Date:

Place:

Signature of Guide:
Prof Sakshi Chahbra
(Assistant professor)
JIMS college

4
 ACKNOWLEDGEMENT

Project Report is a venture that requires co-operation of many people. The report would not have been
possible without the kind support and help of many individuals.
I am deeply grateful to my faculty guide Dr Sakshi chahbra (assistant professor) my internal
mentor, who supported me immensely throughout the project through discussions and by always
showing me the right course to pursue. The information and suggestions provided by her proved to be
most valuable.
I am also indebted to all faculty members for their for their continuous , encouragement, support
and guidance.
My thanks and appreciations also go to my colleague in developing the project and people who have
willingly helped me out with their abilities and made it possible that the project reached a successful
accomplishment.

I would also like to give sincere thanks to Prof Yugank chaturvedi, for providing me the opportunity
to know the corporate world.

Divisha
Roll no. 201412980

5
 CONTENTS

S No Topic Page No
1 Preliminary page 1
2 No Objection Certificate 2
3 Declaration by the Learner 3
4 Certificate by the Guide 4
5 Acknowlegment 5
Chapters
6 Summary 9
7 Chapter-1: Introduction 10-52
8 Chapter-2: Literature Review 52-61
9 Chapter-3: Data Analysis and Interpretation 62-73
10 Chapter-4: Summary and Conclusions 74
11 Chapter-5: Limitation of the study 75-76
11 Chapter-5: Recommendations 77
Annexure
12 Bibliography 78
13 Annexure A : Questionnaire 80-83
14 Annexure B: Glossary 84-87

6
 LIST OF TABLES

Table No Title Page No

1 Market Position of Bharti Airtel 27

2 Gender of respondents 63

3 Age of respondents 64

4 Occupation of respondents 65

5 Income Group of respondents 66

6 Connections of the respondents 67

7 Reliability 68

8 Descriptive Statistics 69

9 Correlation result 70

10 Model summary 70

11 ANOVA model 72

12 Coefficients table 73

7
 LIST OF FIGURES

Figure No Title Page No

1 Organization Structure of Airtel 25

2 Market Share of Airtel (FY 2014-2015) 26

3 Brand Architecture 28

4 SWOT Analysis 48

5 Gender of respondents 63

6 Age of respondents 64

7 Occupation of respondents 65

8 Income Group of respondents 66

9 Connections of the respondents 67

8
 SUMMARY

Airtel is also known as Bharti Airtel Limited was started in July 1995, with its head office
based in New Delhi. Airtel runs its operations in as many as 19 countries across the world
and is also ranked fifth as telecom service provider globally. As of April 2011, figures show
that Airtel has over 164.61 million users which make it the biggest mobile service operator in
India. Its service includes both 2G and 3G facilities.
The major objective of the research was to study examining the impact of sales promotional
strategies of Airtel on customer perception in Delhi/NCR region. The study was carried out
on 120 respondents who were selected using convenient random sampling from Delhi region.
A self-designed standardized questionnaire was the main instrument of data collection. The
reliability of the questionnaire was tested and found to be 0.861 reliable which was ensured at
95% significant level. The data was collected through primary and secondary data sources.
For the purpose of data analysis, techniques like correlation and regression analysis were
used to support the hypothesis testing. Tables and Inferences were used to show and support
the various demographic profiles of the respondents. Hypothesis was formulated to study the
main objectives of the study.
The responses were collected from 67% male and 33% female respondents. Majority of the
respondents belonged to the age group of 22-25 years. The major findings indicated that
majority respondents for the study are male respondents. The research study shows that many
of respondents are likely to respond to sales promotion in positive manner.

9
 CHAPTER-1
INTRODUCTION
Telecom Sector in India

Than 125 million telephones network is one of the largest communication networks in world,
which continues to grow at a blistering pace.
The rapid growth in the telecom sector can be attributed to the various pro-active and positive
policy measures taken by the government as well as the dynamic and entrepreneurial spirit of
the various telecom service providers both in private and public sector. The telecom sector
has shown impressive growth during the past decade. Today, more two striking features of
this growth viz. increasing preference for mobile phones and higher contribution of private
sector in the incremental growth have predominated the telecom sector. The share of mobile
phones (including WLL mobile) has overtaken the share of landlines with 62% in the total
number of phones. The private sector's contribution is also increasing rapidly. Currently more
than 30 lakh phones are being added each month and it is targeted that by the end of 2008 the
total number of phones may reach a level of 350 million taking the tele-density to more than
30% which is currently at 24.63%.

Network Expansion:
The total number of telephone subscribers has reached 281.62 million at the end of January
2008 as compared to 232.87 million in July 2007. The overall Teledensity has increased to
23.63% in January 2008 as compared to 21.20% in August 2007.

Wireless Service:
The wireless segment saw a surge of 8.77 million subscribers last month compared to 8.17
million in December2007. This pushed the total wireless subscribers base to 242.40 million
by Jan 31 2008.

Wire line Subscribers:

The wire line segment subscriber base stood at 39.73 million with a decrease of 0.16 million
at the end of January 2008.

10
Teledensity:
The gross subscriber base reached 206.83 million at the end of March 2007. The Teledensity
is 24.63%at the end of January 2008 as compared to 18.31% at the end of March 2007,
registering an increase of 6%.

Increasing Role of Private Sector:

The private sector has played a significant role in the growth of telecom sector. The share of
private sector has risen to 85 per cent in December 2007 from 64.14 per cent in November
2006.

Tariff Rebalancing Measures: There has been a dramatic fall in the tariffs due to increased
competition. The minimum effective charges for local calls have fallen considerably in recent
months especially for cellular service. The long distance domestic as well as international
charges have also fallen considerably.

Telecom Regulatory Authority of India (TRAI): TRAI was established under the Telecom
Regulatory Authority of India Act, 1997 enacted on March 28, 1997. The goals and
objectives of TRAI are focused towards providing a regulatory framework that facilitates
achievement of the
objectives of New Technology Policy (NTP) 999. TRAI has endeavored to encourage greater
corporation in the telecom sector together with better quality and affordable prices.

11
The Indian telecommunications Network with 250m telephone connections is the fifth largest
in the world and is the second largest among the emerging economies of Asia. Today it is the
fastest growing market in the world and represents unique opportunities for UK companies in
the stagnant global scenario. Tele-density, which was languishing at 2% in 1999, has shown
an impressive jump to 9.5% in 2006 and 10.5% in 2007 and is set to increase to 20% in the
next five years beating the Govt. target by three years. Accordingly, India requires
incremental investments of USD 20-25 billion for the next five years.

Private operators have made mobile telephony the fastest growing (over 164% p.a.) in India.
With more than 33 million users (both CDMA and GSM), wireless is the principal growth
engine of the Indian telecom industry. Given the current growth trends, cellular connections
in India will surpass fixed line by late 2004/early 2005. Intense competition between the four
main private groups - Bharti, Vodafone, Tata and Reliance and with the State sector
incumbents-BSNL and MTNL has brought about a significant drop in tariffs. There has been
almost 74% in cell phone charges, 70% in ILD calls and 25% drop in NLD charges, resulting
in a boom time for the consumers. The Government has played a key enabling role by
deregulating and liberalising the industry, ushering in competition and paving the way for
growth. While there were regulatory irregularities earlier, resulting in litigation, these have all
been addressed now. Customs duties on hardware and mobile handsets have been reduced
from 14 percent to 5 percent.

The Indian government has merged the IT and Telecom Ministries to speed up reforms and
decision on the Communication Convergence Bill to enable the common regulation of the
Internet, broadcasting and telecoms will be taken after the new Government assumes
responsibilities in maybe this year. An independent regulatory body (TRAI) and dispute
settlement body (TDSAT) is fully functional.

12
1.1 Indian Cellular Market

The Bharti Group, which operates in 23 circles, continues to be the country's largest cellular
operator, with 50 lakh subscribers. BSNL, which operates in 22 circles, has a subscriber base
of 37 lakh subscribers. Thus BSNL stands second largest cellular operator in terms of
subscriber base at the end of the fiscal ending March 31, 2007, displacing Vodafone from the
second position.

Vodafone, which operates in only eighteen circles, is the third largest operator with a
subscriber base of 32 lakh. Unlike fellow public sector undertaking, MTNL, which operates
in Mumbai and Delhi, BSNL, has been a very aggressive player in the market. "Cellular
operators who expected BSNL to go the MTNL way, were taken by surprise and did not take
effective steps to counter it, till it was too late in the day," said a telecom analyst.

Belying fears of a slowdown in cellular subscriber acquisitions, the cell club has reported a
7.92% growth, the highest growth in any month so far, during March 2005. Year-on-year, the
cellular subscriber base in the country has almost doubled in March 2005, and is expanding at
the rate of 25% per year thereafter. The cellular subscriber club expanded by 21.31 lakh last
month. This is much higher than 5.9 lakh subscribers added in February 2005 and 2.13 lakh
in January 2005. Idea, which operates in Seven circles, is the fourth largest operator with a
subscriber base of 17.80 lakh, higher than BPL's 11.31 lakh subscribers across four circles.
The subscriber numbers per operator drop sharply with the sixth largest operator, Spice
Communications, having a subscriber base of 9.40 lakh, followed by Reliance Telecom's 8.9
lakh subscribers. MTNL is the ninth largest operator, with a base of 8.32 lakh subscribers.
While the subscriber base-jumped by 3.38% to 44.39 lakh in the metros, subscriber base of
category A circles of Maharashtra, Gujarat, Andhra Pradesh, Karnataka and Tamil Nadu
jumped by 10.18 % to reach 43.64 lakh. Category B circles of Kerala, Punjab, Haryana, Uttar
Pradesh (West), Uttar Pradesh (East), Rajasthan, Madhya Pradesh and West Bengal recorded
a jump of 10.69%, with a total base of 33.74 lakh subscribers. Circle C has reported 12.74 %
growth with subscriber numbers jumping to 5.08 lakh. Among the metros, while Mumbai
added 1,63,180 subscribers, higher than the 1,58,646 added by Delhi, the Capital's cellular
subscriber base of over 80 lakh is still higher than Mumbai's 66.89 lakh. While the cellular
industry has been on roll for the first three quarters of the previous financial year with an
average of 16.75 lakh monthly additions in the third quarter, the first two months of 2007 had
seen the growth slowing down.
13
1.11 Overview of Airtel:

Bharti Airtel Limited was incorporated on July 7, 1995 for promoting investments in
telecommunications services. Its subsidiaries operate telecom services across India. Bharti
Airtel is India's leading private sector provider of telecommunications services based on a
strong customer base consisting of 50 million total customers, which constitute, 44.6 million
mobile and 5.4 million fixed line customers, as of March 31, 2007. Bharti Airtel Limited is an
Indian global telecommunications services Company headquartered in New Delhi, India. It
operates in 20 countries across South Asia, Africa, and the Channel Islands. Airtel provides
GSM, 3G and 4G LTE mobile services, fixed line broadband and voice services depending
upon the country of operation. It is the largest mobile network operator in India and the third
largest in the world with 325 million subscribers. Airtel was named India's second most
valuable brand in the first ever Brands 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 and 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/minute (US$0.02/minute).

14
Vision
"As we spread wings to expand our capabilities and explore new horizons, the fundamental
focus remains unchanged: seek out the best technology in the world and put it at the service
of our ultimate user: our customer."

These are the premise on which Bharti Enterprises has based its entire plan of action.
Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world-class products and services.

Established in 1985, Bharti had approximately 3.21 million total customers – nearly 2.88
million mobile and 334,000 fixed line customers. Its services sector businesses include
mobile operations in Andhra Pradesh, Chennai, Delhi, Gujarat, Haryana, Himachal Pradesh,
Karnataka, Kerala, Kolkata, Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab,
Tamil Nadu and Uttar Pradesh (West) circle.
Bharti has recently launched national long distance services by offering data transmission
services and voice transmission services for calls originating and terminating on most of
India's mobile networks.

The Company is also implementing a submarine cable project connecting Chennai-Singapore

for providing international bandwidth.

Bharti Enterprises also manufactures and exports telephone terminals and cordless phones.
Apart from being the largest manufacturer of telephone instruments, it is also the first
telecom company to export its products to the USA.

Bharti Tele-Ventures' strategic objective is “to capitalize on the growth opportunities that the
Company believes are available in the Indian telecommunications market and consolidate its
position to be the leading integrated telecommunications services provider in key markets in
India, with a focus on providing mobile services”.

15
The Company has developed the following strategies to achieve its strategic objective:·
Focus on maximizing revenues and margins;

· Capture maximum telecommunications revenue potential with minimum geographical

coverage;
· Offer multiple telecommunications services to provide customers with a "one-stop shop"
solution;
· Position itself to tap data transmission opportunities and offer advanced mobile data
services;
· Focus on satisfying and retaining customers by ensuring high level of customer satisfaction;
· Leverage strengths of its strategic and financial partners; and
· Emphasize on human resource development to achieve operational efficiencies.

16
1.12 Major Mobile Phone Service Provider Companies in India
The major players in the mobile phone service industry are enlisted as:
a. BSNL: - The Bharat Sanchar Nigam Limited, country’s largest cellular service operator
was set up in the year 2000. It is a state owned telecom company with its headquarters
located in New Delhi. BSNL is also the largest land line telephone establishment in India.
As of April, 2011 87.1 million users have been reported to be BSNL users.
b. MTNL: - Mahanagar Telephone Nigam Limited (MTNL) was set up in the year 1985, to
run telecom operations in the major metro cities of India, Mumbai and Delhi. Its
headquarters are based in Mumbai. MTNL was the first company in India to initiate 3G
services in India, having the brand name of “MTNL 3G Jadoo Services” which provided
options as Video call, Mobile TV, Mobile Broadband etc to the customers.
c. Airtel: - It also known as Bharti Airtel Limited was started in July 1995, with its head
office based in New Delhi. Airtel runs its operations in as many as 19 countries across the
world and is also ranked fifth as telecom service provider globally. As of April 2011,
figures show that Airtel has over 164.61 million users which make it the biggest mobile
service operator in India. Its service includes both 2G and 3G facilities.
d. Reliance Communications: - It also known as RCOM was set up in 2004, with its head
office in Navi Mumbai. Reliance Communications as of now has more than 128 million
users all across the world.
e. Aircel: - Aircel was founded in 1999, with its head office in New Delhi. It is a joint
enterprise between Maxis Communications and the Apollo Hospitals.
f. Vodafone Essar: - Vodafone Essar was founded in 1994 with its head office at Mumbai.
Vodafone provides services to 23 telecom circles across India.
g. Tata Indicom: - The Tata Teleservices was founded in 1996, with its headquarters in
Navi Mumbai. Idea Cellular Idea Cellular was started in 1995, with its head office in
Mumbai. It also provides 3G services to its subscribers.
h. Virgin Mobile: - Virgin Mobile started its services in India in 2008, March. It is a U.K.
based company.
i. Uninor: - This Company is a joint venture between Telenor Group and Unitech Group
and was started in 2009.

17
 1.13 Mission and Vision of Airtel
At Airtel, we always put you at the heart of what we do. We strive to enhance your
experience with us and build a lasting relationship with you by delivering better results every
time. And this reflects in our mission too.
a. Mission: - Hunger to win customers for life.
b. Vision: - Our vision is to enrich the lives of our customers. Our obsession is to win
customers for life through an exceptional experience.
c. Values: - We aim to work towards our vision, driven by our values of AIR - Alive,
Inclusive & Respectful.
i. Alive: - We are alive to the needs of our customers. We act with passion, energy and a
can-do attitude to help our customers realise their dreams. Innovation and an
entrepreneurial spirit drive us - if it can’t be done, we’ll find a way.
ii. Inclusive: - Airtel is for everyone - we champion diversity, recognising the breadth and
depth of the communities we serve. We work with them, anticipating, adapting and
delivering solutions that enrich their lives. We do this by having an open mind and
embracing change.
iii. Respectful: - We live the same lives as our customers, sharing the same joys and the
same pains. We never forget that they are why we exist. We act with due humility, always
open and honest, to achieve mutual respect.

18
 Competitive Strengths

Bharti Tele-Ventures believes that the following elements will contribute to the Company's
success as an integrated telecommunication services provider in India and will provide the
Company with a solid foundation to execute its business strategy:
· Nationwide Footprint - approximately 92% of India's total mobile subscribers resided in the
Company's fifteen mobile circles. These 15 circles collectively accounted for approximately
56% of India's land mass;
· Focus on telecommunications to enable the Company to better anticipate industry trends
and capitalize on new telecommunications-related business opportunities.
· The strong brand name recognition and a reputation for offering high quality service to its
customers;
· Quality management team with vision and proven execution skills; and
· The Company's strong relationships with international strategic and financial investors such
as SingTel, Warburg Pincus, International Finance Corporation, Asian Infrastructure Fund
Group and New York Life Insurance.

19
1.14 Geographical area of Airtel: -
Bharti Enterprises, India's leading telecom conglomerate, today announced its strategic
roadmap for providing mobile services across India. This is consequent to its successful bids
for the 4th cellular licence in Mumbai, Maharashtra, Gujarat, Haryana, UP (West), Madhya
Pradesh, Kerala & Tamil Nadu. These alongwith the acquisition of Kolkata and existing
operations in Delhi, Karnataka, Andhra Pradesh, Himachal Pradesh, Chennai and the
eventual settlement of Punjab will take Bharti’s mobile spread to cover 87% of all mobile
phone users in India cutting across 1.8 million sq. km in 15 states covering a total population
base of around 700 million people. This takes forward Bharti’s business strategy & corporate
philosophy unveiled in its high growth restructuring announced last year. Bharti Enterprises
also announced an initial outlay of Rs 1500 crores in the new mobile circles including
upgradation of networks in the recently acquired Kolkata circle.

According to Chairman and Group Managing Director, Bharti Enterprises, Mr Sunil Bharti
Mittal, “The strategic roadmap and restructuring in mobility is designed to make Bharti a
pan-India mobile leader. At the business level, a larger footprint makes for a larger
geographical market that each business leader can address, enabling him to plan for greater
synergies and economies of scale. The restructuring into region & hubs will ensure that our
resources are more efficiently allocated across geographically contiguous areas or proximate
markets. I am also particularly pleased to share that for all members of the Bharti team, this
will further provide several strong growth avenues across the group.”

Bharti today announced that its mobile operations would be restructured into one major
region in the west and five hubs for greater regional and operational synergies. The creation
of a major region in the west as against hubs across India underlines Bharti’s strategic thrust
to the western region. The region & hubs have been created for synerging management &
operational needs. This restructuring will hence ensure that key decision making is
decentralised to the head of the region & hub to ensure greater customer focus. This will
result in management of larger business areas with greater operational efficiencies and
flexibility.

Bharti announced today that the first step towards creating large homogeneous regions was
taken with the formation of the western region, which would comprise the four new mobile
circles of Mumbai, Gujarat,Maharashtra & Madhya Pradesh. The company today announced
20
that Sanjay Kapoor, CEO of Bharti’s mobile operation in Delhi would take over as Executive
Director of the Western Region with its head quarter at Mumbai. The CEO heading both
Gujarat & Madhya Pradesh will be announced shortly. Atul Jhamb has been appointed COO
of the Mumbai Circle & I.P. Bajaj has been appointed COO of the Maharashtra Circle. V.K.
Bhalla has been appointed COO of the Madhya Pradesh circle and would report to the CEO
of Gujarat & Madhya Pradesh. Bharti also announced its plans for the rest of the circles
which has been clustered into ‘Hubs of Business Excellence’.

The Delhi ‘Hub of Business Excellence’ would comprise the existing Delhi mobile service
and one new mobile circle of UP West. The company today announced that S.S. Dhillon
would take over as the CEO of the Delhi hub. Kanwal Sachar has been appointed COO of the
UP-West circle. The Chennai ‘Hub of Business Excellence” would comprise the Chennai
metro area and the newly acquired licences for Tamil Nadu and Kerala. P H Rao, who is
currently the head of SkyCell in Chennai will take over as CEO for the Chennai hub. Vinod
Sud has been appointed COO of the Kerala circle.

The Bangalore ‘Hub of Business Excellence’ would comprise the existing mobile services of
Andhra Pradesh and Karnataka. Jagdish Kini, who is currently CEO of Bharti’s mobile
operation in Karnataka will take over as CEO of the Bangalore hub. Pawan Kapur has been
appointed Chief Executive of the Andhra Pradesh circle. The Chandigarh ‘Hub of Business
Excellence’ would comprise the Himachal Pradesh, Haryana & eventually the Punjab circle
and I B Mehra, who was earlier the CEO of Bharti’s mobile operation in Andhra Pradesh will
take over as CEO of the Chandigarh hub.

The Kolkata circle would be headed by Deepak Gulati, who was earlier the COO of Bharti’s
Karnataka mobile operation. He will now take over as Chief Executive of Bharti’s Kolkata
operation. The new Executive Director of the western region and all the other CEO’s will
continue to report to Anil Nayar, President, and Mobility group.

The new structure underlines Bharti’s corporate philosophy of developing leaders. The
creation of the Executive Director position for the western region, the first senior position of
its kind in the group, signals the strategic emphasis & importance being given by Bharti to
the western region. While the current and new CEOs have been given larger roles in terms of
size and scale of business operations, existing functional heads take on larger responsibilities
21
as operating heads. This is in line with Bharti’s corporate philosophy & business strategy of
creating leaders within Bharti at various levels. This new structure will continue to be
supported by the strong apex team of Corporate Directors at Bharti.

Bharti also today announced that it would be making an initial investment of Rs 1500 crores
in developing & building a world-class service infrastructure. The funding for these projects
would be largely from the equity already raised and the debt, which is being arranged.
This investment clearly signals Bharti’s commitment to create true customer value by
building world-class networks to offer the finest products & services to its customers across
the length & breadth of India.

Bharti plans to set-up the finest world-class mobile networks in India to offer the Indian
consumer with the best next generation mobile technology products like IN services, GPRS
etc. Bharti Enterprises, India's leading telecom conglomerate, has been at the forefront of
technology and has revolutionised telecommunications with its world-class products and
services. Established in 1976, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit. Bharti has always believed in creating strong
partnerships with its joint venture partners. Today SingTel, Singapore and Warburg Pincus,
USA are Bharti’s lead joint venture partners. Bharti’s other joint venture partners include
Telia, Sweden, AIF Funds Management Ltd., Mauritius, International Finance Corporation,
USA and New York Life International, USA. Bharti has many firsts to its credit, ranging
from being the first cellular service in Delhi, first Indian company to provide comprehensive
telecom services outside India (Seychelles), fastest growing VSAT company in India, and
first multinational Internet Service Provider. from Bharti has defined the cellular business
through continuous marketing and technological innovations, consistently setting new
benchmarks for the Indian mobile industry.

Bharti also created history with the launch of India’s first private sector fixed line service in
the state of Madhya Pradesh, which is today India's largest private basic telephone service.
Airtel, the premier mobile service brand from Bharti has defined the cellular business through
continuous marketing and technological innovations, consistently setting new benchmarks for
the Indian mobile industry.

22
Airtel has the unique distinction of being chosen India’s best cellular service four years in a
row by receiving the Techies award in 1997, 1998, 1999 & 2000. The most significant
development in Bharti’s growth drive has been it’s recent wins in the 4th cellular licence
bidding process.

Bharti has today emerged as India’s largest mobile services company with a footprint that
spans across 15 states, 1.8 million sq.km. covering 700 million people. Bharti plans to offer
nationwide broadband & long distance services in addition to providing world-class fixed line
services in Delhi, Haryana, Karnataka, Tamil Nadu & Madhya Pradesh. Today Bharti’s
telecom services footprint encompasses the entire telecom value chain and runs from
Himachal Pradesh in the north to Tamil Nadu in the south, from Mumbai in the west to
Kolkata in the east. Today, Bharti is India’s largest telecom services company in the private
sector. Bharti Enterprises also manufactures and exports telephone terminals and cordless
phones. Apart from being the largest manufacturer of telephone instruments, it is also the first
company to export its products to the USA.

23
1.13 Size of the organization
Organization size is determined by number of its employees, the largeness of its operations,
and its market reach and share.
An organization should have a balance in the size of the organization and the requirement of
employees for its strategies and operations. It helps in providing better customer service,
gives a scope of growth and survival. In overall Bharti Enterprises there were 24720
employees in 2013-14.

1.14 Organizational Structure of Airtel

A structure depends on the organization’s objectives and strategy. The top layer of
management has most of the decision making power and has tight control over their
departments and divisions. An organisational chart illustrates the organisational structure in
form of Horizontal hierarchy.

24
Figure No. 1: Organisational Structure of Airtel

25
1.15 Market Share and Position of Airtel

a. Market Share of Airtel

6.9

8.1
23.2 Airtel
Vodafone
8.4 Idea
Reliance
Aircel

11.2 BSNL
Tata
19

16.2

Figure No.2: Market Share of Airtel (FY 2014-2015)

26
b. Market Position of Bharti Airtel

Company Name Rank

Airtel 1

Vodafone 2

Idea 3

Reliance Communications Limited 4

Tata 5

Aircel 6

Uninor 7

MTS 8

MTNL 9

Table No.1: Market Position of Bharti Airtel

27
Brand Architecture:
Bharti is working on a complex three-layered branding architecture — to:
· Create specific brands for each service,
· Build sub-brands within each of these services and
· Use Bharti as the mother brand providing the group its corporate identity as well as defining
its goal to become a national builder of telecoms infrastructure.

BHARTI

TOUCHTEL INDIA ONE

AIRTEL
(Basic Service (National Long
(Cellular operation)
Operations) Distance)

Airtel - The flagship brand for cellular operations all across the Indian country.
Touchtel - The brand earmarked for basic service operations.
India One - The brand for national long distance (NLD) telephony

28
1.16 Services provided by Airtel

Airtel Prepaid

Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti Enterprises,
India's leading integrated telecom service provider.

Going mobile with Airtel Prepaid is a new way of life. With a host of great features, also
simple to use, Airtel Prepaid makes everything that you dreamt and believed, possible.

Total Cost Control

You can control your Airtel Prepaid like never before. No more rentals or deposits – simply
recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-.

Pre activated STD/ISD without deposits or rentals

You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more paying
deposits or having a minimum balance in your account to make an STD/ISD call. Hassle-free
calls are here to stay!

Strong Network Coverage

Enjoy complete clarity when calling with Airtel’s world-class technology and unbreakable
network coverage that spans over 23 circles across the country.

Instant Balance and Validity Enquiry

Your account balance is updated on the screen of your handset at the end of each chargeable
call. You can also call 123 from your mobile phone and listen to the voice announcement or
simply dial *123#, press 'OK' or 'YES' button and your account balance will be displayed on
the screen of your handset.

29
Recharge your Airtel Prepaid

Recharging is Easy. The calling value on your card keeps reducing as you make calls or use
any other chargeable service. Choose the Airtel Prepaid Recharge Coupon that’s right for
you, from a variety of tailor– made recharge coupons with different denominations, which are
available at a number of outlets across your city. Simply follow the procedure mentioned
below, to recharge your phone.

Prepaid Roaming

Airtel Prepaid comes pre-activated with 'National Roaming', so you stay connected no matter
wherever you are. You can also send or receive MMS, check your email and access other
GPRS services while roaming in India as you would in your own city. While travelling
abroad you can receive calls & send or receive SMS.

Other Services

Airtel brings you, a wide range of Services that will change the way you communicate. Try
them and discover a whole new world of fun and excitement.

Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation – all with your
Airtel prepaid connection.

Voice Mail

When your handset is switched off, or you’re too busy to answer the phone, Airtel Voicemail
will answer your calls and record a message. The best part is that there's no extra monthly
cost for setting up Voicemail - you just pay for the phone call when you use the service.

30
SMS (Short Messaging Service)

Send messages quickly and easily using text, if it's too noisy to talk or you don't have much
time. It's the way to share those interesting one-liners, important reminders and rib-tickling
jokes, with anyone, anytime, anywhere in the world.

Subscription Alerts

Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone with
Subscription Services. SMS <SUB NEWS> to 3333 for News, <SUB JOKE> for Jokes,
<SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for
Vaastu tips.

MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from Airtel! To
activate MMS on your phone, SMS 'MMS' to 56465 and save service settings.

Airtel Live!

Make your mobile the most happening entertainment destination with Airtel Live! Airtel
brings you the latest in entertainment and information services, right on your phone!

Airtel Live! WAP Services: Download the latest ring tones, games, wallpapers, videos and
much more. You can also get news clips, watch live TV and download full songs on you
phone. To get Airtel Live! settings on your phone, SMS 'Live' to 56465 and save the settings
that you receive as your preferred connection. Airtel Live! Portal can be accessed from you
GPRS enabled phone, by sending a SMS 'FUN' to 56465.

Airtel Live! Voice Services: Just Dial 56465, and name the service. For e.g. say ring tones to
download your favorite ring tones. You can also choose a variety of content options like Live

31
Cricket Commentary, latest National / International News, Movie Reviews or Stock Market
Updates.

Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket,
stocks, on your phone at the touch of a few buttons with Airtel Live! SIM based Services on
your SIM card menu. To download new services on your Airtel SIM, choose the "What's
new" option under the "Airtel services" menu.

Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an
SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop
Ring tones. In case you need assistance SMS, Help to 56465.

Hello Tunes

Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls, you can
make them groove to the hottest new tracks burning up the music charts with Hello Tunes
from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that
are updated regularly. What's more you can directly call the number for your kind of music,
e.g. call 678005 for English New and 678001 for Hindi New. This would directly take you to
your favourite artist's Hello Tunes listing.

Copy a Hello Tune

Get the tune you want, all you have to do is call 55055 and follow the simple voice
instructions to copy your favourite Hello Tunes. Once inside the copy feature, just key in the
10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same
Hello Tune assigned to your number.

Gift a Hello Tune

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a Hello
Tune to that special someone. Just call 55055 and choose the song that you want to gift.

32
Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you
want to gift the Hello Tune to. You will get an SMS notification upon successful receipt of
that gift.

Buy Music - Airtel Music Shops

Buying your favorite Hello Tune or Ring tone is as simple as recharging your phone with talk
time. Simply walk into your nearest Airtel Shop and walk out with your favorite song.
Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba, Bhajans to
Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs.

Reach us Anytime Anywhere

In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the
country, even while roaming. You can also send us an SMS to 121 or mail us at
121@airtelindia.com. *In case of email, mention your mobile no. like, 9810012345, in the
subject of the mail for a quicker response.

Airtel Postpaid

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 you the unlimited freedom to reach out to your special
people in your special way.

Easy Billing

Enjoy a host of rich features only with Airtel e-bill. Register free on ‘My Airtel’ section and
view your monthly bill with call details for last three months. Sort your calls between
personal and official or analyze your usage, at the click of a button. To change your tariff
plan call our IVR at 121 and leave a request.

33
Easy Payment Options, Anytime Anywhere

You can choose from a host of convenient payment options only with Airtel. Walk into any
Airtel relationship centre and make your payments by cash or credit card. Drop a cheque at
any of the drop boxes for making payments or simply log on to My Airtel section and pay
instantly through your credit card. You can also opt for easy payment options like:

Standing Instructions

You can give us standing instructions to debit your credit card account for your monthly
Airtel bills. All you have to do is fill the Standing Instruction Form and mail, fax it to us or
drop it any of our relationship centres.

Electronic Clearing System

Fill an ECS form and mail, fax it to us or drop it any of our relationship centres to directly
debit your bank account for your monthly Airtel bill.

Pay while roaming

Airtel has introduced 'Anywhere payment' that offers you the convenience of making
payments while you roam. Walk in to any Airtel Relationship Centre in the country, make
payments by cash or credit card and enjoy uninterrupted Airtel Services.

Credit limit

Your pre-set credit limit mentioned on your monthly bill helps you keep your mobile charges
in control, keeps track of your usage and ensures that your mobile phone is not misused.
Should you exceed your credit limit, you will be informed via a voice or a non-voice message
to make an interim payment and reduce your account balance below your credit limit.

You may also choose to pay us an additional refundable deposit to enhance your credit limit
or opt for our convenient payment method of Credit Card standing instruction .You can also
make use of ECS facility.

34
Strong Network Coverage

Enjoy complete clarity when calling with Airtel .It offers you world class technology and
unbreakable network coverage that spans over 23 circles across the country.

Long Distance Calling Facility

Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone.

Widest Roaming - National and International

Airtel's roaming service allows you to stay connected and use your mobile phone to make or
receive calls from almost anywhere in India and also over 160 countries, abroad.

GPRS - Roaming

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office mails
(e.g. BlackBerry services), from almost anywhere in India and abroad.

Say it. In more than just words, with Services from Airtel

Airtel brings you a wide range of Services that will change the way you communicate. Try
them and discover a whole new world of fun and excitement.

Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation, help you do
more with your Airtel Postpaid connection!

Conference call

You can hold a teleconference with 5 people simultaneously with Call Conferencing service
from Airtel. In fact, you can set up a conference even when the other five are using a landline
phone. To know more, call customer service at 121.

35
Missed call alert

A missed call alert is a SMS that you will receive for all the calls that you missed. The SMS
will detail the CLI and the time when the call was made. To activate, dial *135*2# then press
the call button and wait for the request to be completed.

Voice Mail

When your handset is switched off, or you’re too busy to answer the phone, Airtel Voicemail
will answer your calls and record a message. The best part is that there's no extra monthly
cost for setting up Voicemail - you just pay for the phone call when you use the service.

SMS (Short Messaging Service)

Send messages quickly and easily, using text, if it's too noisy to talk or you don't have much
time. It's the way to Share those interesting one-liners, important reminders and rib-tickling
jokes, with anyone, anytime, anywhere in the world.

Subscription Alerts

Get regular alerts on news, jokes, business, health and films on your Airtel mobile phone with
Subscription Services. SMS <SUB NEWS> for News, <SUB JOKE> for Jokes, <SUB BIZ>
for Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips to
3333.

MMS (Multi-media Messaging Service):

Jazz up your messages with pictures, images and video clippings, with MMS from Airtel! To
activate MMS on your phone, SMS 'MMS' to 56465 and save service settings

Airtel Live!

Make your mobile the most happening entertainment destination with Airtel Live! Airtel
brings you the latest in entertainment and information services, right on your phone!

36
Airtel Live! WAP Services: Download the latest ringtones, games, wallpapers, videos and
much more. You can also get news clips, watch live TV and download full songs on you
phone! To get Airtel Live! settings on your phone SMS 'Live' to 56465 and save the settings
that you receive as your preferred connection. Airtel Live! Portal can be accessed from you
GPRS enabled phone, by sending a SMS 'FUN' to 56465.

Airtel Live! Voice Services: Just Dial 56465 and say the name of the service. For e.g. say
‘Ring tones’ to download your favourite ring tones. You can also choose a variety of content
options like Live Cricket Commentary, latest National / International News, Movie Reviews
or Stock Market Updates.

Airtel Live! SIM Services: Access loads of fun content and exciting services like cricket,
stocks, on your phone at the touch of a few buttons with Airtel Live! SIM based Services on
your SIM card menu. To download new services on your Airtel SIM, choose the "What's
new" option under the "Airtel services" menu.

Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword as an
SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop
Ring tones. In case you need assistance SMS ‘Help’ to 56465.

GPRS (General Packet Radio Services)

Log on to the internet, with GPRS that allows data transmission at a higher speed. Access e-
mails and internet across Airtel's pan-India presence using 'Mobile Office' with your phone or
a phone and laptop both.

Hello Tunes

Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls, you can
make them groove to the hottest new tracks burning up the music charts with Hello Tunes
from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that

37
are updated regularly. What's more, you can directly call the number for your kind of music,
e.g. call 678005 for ‘English New’ and 678001 for ‘Hindi New’. This would directly take you
to your favourite artist's Hello Tunes listing.

Copy a Hello Tunes

Like a tune you want, all you have to do is call 55055 and follow the simple voice
instructions to copy your favourite Hello Tunes. Once inside the copy feature, just key in the
10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same
Hello Tune assigned to your number.

Gift a Hello Tunes

Forget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a Hello
Tune to that special someone. Just call 55055 and choose the song that you want to gift.
Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you
want to gift the Hello Tune to. You will get an SMS notification upon successful receipt of
that gift.

Buy Music - Airtel Music Shops

Buying your favourite Hello Tune or Ringtone is as simple as recharging your phone with
talktime. Simply walk into your nearest Airtel Shop and walk out with your favourite song.
Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba, Bhajans to
Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs.

Reach us, Anytime Anywhere

In case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the
country, even while roaming. *In case of email, mention your mobile no. like 9810012345 in
the subject of the mail for a quicker response.

38
Brand Strategy:
To understand the brand strategy, let’s first look at the brand building exercise associated
with Airtel — a brand that had to be repositioned recently to address new needs in the
market.
When the brand was launched seven years ago, cellular telephony wasn’t a mass market by
any means. For the average consumer, owning a cellular phone was expensive as tariff rates
(at Rs 8 a minute) as well as instrument prices were steep — sometimes as much as buying a
second-hand car.
Bharti could have addressed the customer by rationally explaining to him the economic
advantage of using a mobile phone. But Sachdev says that such a strategy would not have
worked for the simple reason that the value from using the phone at the time was not
commensurate with the cost.
“Instead of the value-proposition model, we decided to address the sensory benefit it gave to
the customer as the main selling tack. The idea was to become a badge value brand,” he
explains.
So the Airtel “leadership series” campaign was launched showing successful men with their
laptops and in their deluxe cars using the mobile phone. In simple terms, it meant Airtel was
positioned as an inspirational brand that was meant for leaders, for customers who stood out
in a cRowd.
Did it work? Repeated surveys following the launch showed that there were three core
benefits that were clearly associated with the brand — leadership, dynamism and
performance.
These were valuable qualities, but they only took Airtel far enough to establish its presence in
the market. As tariffs started dropping, it became necessary for Airtel to appeal to a wider
audience. And the various brand-tracking exercises showed that despite all these good things,
there was no emotional dimension to the brand — it was perceived as cold, distant and
efficient.
Sachdev and his team realized that in a business in which customer relationships were the
core this could be a major weakness. The reason with tariffs identical to competitor Vodafone
telecomm and roughly the same level of service and schemes, it had now become important
for Bharti to “humanize” Airtel and use that relationship as a major differentiation.

The brand had become something like Lufthansa — cold and efficient. What they needed was
to become Singapore Airlines, efficient but also human. A change in tack was important
39
because this was a time when the cellular market was changing. The leadership series was
okay when you were wooing the crème de la crème of society. Once you reached them you
had to expand the market so there was need to address to new customers.
By that time, Bharti was already the leading cellular subscriber in Delhi with a base of 3.77
lakh (it now has 1.8 million customers). And with tariffs becoming more affordable — as cell
companies started cutting prices — it was time to expand the market.
How could Bharti leverage this leadership position down the value chain? Surveys showed
that the concept of leadership in the customer’s minds was also changing. Leadership did not
mean directing subordinates to execute orders but to work along with a team to achieve
common objectives — it was, again, a relationship game that needed to be reflected in the
Airtel brand.
Also, a survey showed that 50 per cent of the new customers choose a mobile phone brand
mostly through word-of-mouth endorsements from friends, family or colleagues. Thus,
existing customers were an important tool for market expansion and Bharti now focused on
building closer relationships with them.

That is precisely what the brand tried to achieve through its new positioning under the Airtel
“Touch Tomorrow” brand campaign. This set of campaigns portrayed mobile users
surrounded by caring family members. Says Sachdev: “The new campaign and positioning
was designed to highlight the relationship angle and make the brand softer and more
sensitive.” As it looks to expand its cellular services nationwide —to eight new circles apart
from the seven in which it already operates — Bharti is now realizing that there are new
compulsions to rework the Airtel brand, and a new exercise is being launched to this effect.
Right now, the company is unwilling to discuss the new positioning in detail. But broadly, the
focus is on positioning Airtel as a power brand with numerous regional sub-brands reflecting
customer needs in various parts of the country.

If Airtel is becoming more humane and more sensitive as a brand, Bharti has also understood
that one common brand for all cellular operations might not always work in urban markets
that are now getting increasingly saturated. To bring in new customers, the company decided
that it needed to segment the market. One such experiment, launched last year, is Youtopia, a
brand aimed at the youth in the 14 to 19 age bracket and for those who are “young at heart”.
With its earlier positioning, Airtel was perceived as a brand for the well-heeled older
customer; there was nothing for younger people. With Youtopia, Airtel hoped to reverse that.
40
In order to deliver the concept, Airtel offered rock bottom tariff rates (25 paisa for 30
seconds) at night to Youtopia customers — a time when they make the maximum number of
calls. It also set up merchandising exercises around the scheme — like a special portal for
young people to buy things or bid for goods.
The company is now looking at offering other services at affordable prices to this segment
which include music downloads on the mobile and bundling SMS rates with normal calls to
make it cheaper for young people to use.
The other experiment that Bharti has worked on is to go in for product segmentation through
the Tango brand name. The brand was created to offer mobile users Internet-interface
services or what is known as WAP (Wireless Application Protocol).
The idea was to bring Internet and mobile in perfect harmony. “The name was chosen from
the popular movie title It Takes Two to Tango: basically, you need the two services to tango
to offer customers a new choice”, says Sachdev.
This, however, had less to do with the branding exercise as with inefficiency of service
(accusingly slow download speeds) and the limited utility of WAP services. Subsequently,
the ads were withdrawn, but the company re-iterated that the branding exercise could be
revived because Tango will be the brand to offer GPRS services — or permanent Internet
connectivity on the mobile phone — which Airtel is expected to launch soon.

41
The Magic

Perhaps the more ambitious experiment has been with Magic — the pre-paid card. The idea
was to make the brand affordable, accessible and, most importantly, feasible as a means of
expanding the market even faster.

PHASE I –
Magic was aimed at bringing in infrequent users of a mobile phone into the market and assure
him that he would have to pay only if he made a call. Such a customer used the phone
sparingly — mostly for emergencies — and was not willing to pick up a normal mobile
connection with its relatively high rentals (pre-paid cards do not include rental charges).
.To achieve its objectives Bharti did three things.
· One, the product was made available at prices ranging from Rs 300 to Rs 3,000 with no
strings attached and was simple to operate.
· Two, the product was made accessible and distributed through small stores, telephone
booths and even kirana shops so that the offering was well within arms reach.
· Third, to make the product more “approachable” to the customer, the company came with
vernacular ad campaigns
Like “Magic Daalo Say Hello” which appealed to local sensibilities.
This apart, the company roped in Karisma Kapoor and Shah Rukh Khan for a major ad
campaign all across Delhi, a ruse that saw the number of subscribers go up from 5.47 lakh to
1.2 million today, overtaking Essar’s branded pre-paid card Speed, which was launched
much ahead of Magic.
The company is now re-working its Magic strategy even further.
Earlier, the branding strategy was aimed at roping in only interested customers — that is,
customers who were already inclined to opt for mobile services. But now, with basic service
providers having been allowed limited mobility at far cheaper rates, mobile service providers
could find themselves under threat again.
That is why the new exercise is aimed at co-opting non-adopters. While the exact strategy is
under wraps, insiders say the new branding strategy would be aimed at offering them value
which they had not perceived would be available from using a pre-paid card.

42
PHASE II -
Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion
through India’s first national pre-paid card TV brand campaign
·First time ever in India - any pre-paid card brand goes on TV
· A combination of the film genre exposed through the TV medium designed to connect with
the masses of India
· Youth based - romance driven strategy platform makes the value proposition of Airtel
Magic - ‘Mumkin Hai’ come alive
· All elements - user imagery, context, tone & language created to connect the category to the
lives of the SEC B & SEC C segment – the middle class non-mobile user.
· Airtel Magic positions itself on the platform of being excellent for emergency situations
increasing productivity as a part of everyday life.
·Sharukh Khan makes ‘everything in life possible’ while romancing pretty Kareena Kapoor
with Airtel Magic, India’s leading pre-paid mobile card.
Airtel today unveiled its strategy for market expansion with the launch of its new Airtel
Magic pre-paid card brand campaign – ‘Magic hai to Mumkin hai’. The strategy is targeted at
the nonuser segment defined as young adults, 15-30 years of age; in the Sec B & C segment
is aimed at accelerating market expansion. The value proposition is centered around a
person’s desire to make all his / her dreams, ambitions & aspirations instantly possible. The
new campaign for Airtel Magic is all about empowering millions of Indians to be on top of
their lives.
The brand is positioned to be relevant to the mass market who wants to make all their dreams,
hopes & desires come alive… instantly. (At just Rs.300/- per month Airtel Magic is so easy
to buy.) Improving productivity, letting you befriend the world and opening up new horizons.
It gives you the freedom to control your life in a way never possible before. Indeed, anything
that you think is possible is possible with Airtel Magic. The new brand slogan ‘Magic hai to
Mumkin hai’ has been specially created to capture this effectively.

This strategy is designed to help us talk to this segment directly in the tone, manner &
language of the masses. The “Mumkin hai” value proposition will help us expand the market
and gain a higher percentage of market shares in the process.

The brand ambassadors Shahrukh Khan and Kareena Kapoor embody this ‘can do’ or
“Mumkin Hai” spirit (infact that is the reason they were selected as brand ambassadors).
43
Sharukh rose from a TV actor to become India’s top film star and national heartthrob.
Kareena’s success is due to her ‘attitude’, talent, hard work and the sheer ability to make a
mark in such a short time. Both these stars have said ‘Mumkin hai’ and made it happen for
themselves.
The genre of this new strategy & campaign is Hindi cinema led. This genre connects millions
across India. The spirit of romance, dancing… the Indian cinema, well known to most as
Bollywood, holds millions of Indians together as one.
The new TV campaign of Airtel Magic crafted in the Hindi film idiom, magnifies the
empowering optimism of “Mumkin Hai”, in the endearing situation of a boy-girl romance.
Where Sharukh Khan, sets his eyes on Kareena Kapoor and wins her love with the help of
Airtel Magic. (Poignantly conveying that special feeling we all get when a dream is made
possible and a victory of the heart is won).

The strategy & new brand campaign is targeted at the large untapped base of intending
mobile customers from Sec A, B & C. The estimated addressable market of such customers
in the next two years is around 25 million in Airtel’s 16 states. The new strategy aims at
correcting the perception that the mobile category is useful mainly for ‘business’ or ‘work’
related scenarios.

The new strategy, brand positioning & brand slogan is an outcome of an extensive
nationwide research and is an integral part of Airtel Magic’s new multi-media campaign. The
campaign has been created by Percept Advertising.

44
PHASE III -
Bharti used Airtel Magic to build a strong value proposition and accelerate market expansion
through India’s first national pre-paid card TV brand campaign
· First time ever in India - any pre-paid card brand gives such freedom to recharge any value
· A combination of the film genre exposed through the TV medium designed to connect with
the masses of India
· Youth based - romance driven strategy platform makes the value proposition of Airtel
Magic - ‘Aisi azaadi aur kahan?” come alive
· Sharukh Khan Makes ‘everything in life possible’ Airtel today unveiled its strategy for
market expansion with the launch of its new Airtel Magic pre-paid card brand campaign –
‘Magic Hai to Mumkin Hai’. . The value proposition is centered on a person’s desire to make
all his / her dreams, ambitions & aspirations instantly possible. The new campaign for Airtel
Magic is all about empowering millions of Indians to be on top of their lives.
The brand is positioned to be relevant to the mass-market who want to make all their dreams,
hopes & desires come alive… instantly .At a amount of your choice you can recharge your
account with available validity time .Improving productivity, letting you befriend the world
and opening up new horizons. It gives you the freedom to control your life in a way never
possible before. Indeed, anything that you think is possible is possible with Airtel Magic. The
new brand slogan ‘Aisi azadi aur kahan’ has been specially created to capture this effectively
.
Other Brand Building Initiatives :-
The main idea is to stay ahead of competition for at least six months. Working on the above
game plan Bharti is constantly coming up with newer product offerings for the customers.
The focus, of course, is to offer better quality of service.
· To make the service simpler for customers using roaming facilities, Airtel has devised
common numbers for subscribers across the country for services like customer care, food
services and cinema amongst others.
· It will also launch a unified billing system across circles so, customers moving from one
place to another do not have to close and then again open new accounts at another place.
· To assist customer care personnel to deal with subscriber queries, a storehouse of 40,000
frequently asked questions and their answers have been stored on the computers.
· Bharti expects that most of its new customers (one estimate is that it would be 60 to 70
percent of the total new subscriber base) would come from the pre-paid card segment. So,
they must be given value-added products and services which competitors don’t provide.
45
· Bharti, for the first time for a cellular operator, has decided to offer roaming services even
to its pre-paid customers, but the facility would be limited to the region in which they buy the
card. To ensure that customers don’t migrate to other competing services (which is known as
churn and ranges from 10 to 15 per cent of the customer base every month), the company is
also working on a loyalty program. This will offer subscribers tangible cash benefits
depending upon their usage of the phone.
· The loyalty program will not be only for a ‘badge value’, it will provide real benefits to
customers. The idea is to create an Airtel community.
· Another key area which Bharti is concentrating its attention upon is a new roaming service
launched in Delhi under which calls of a roaming subscriber who is visiting the city will be
routed directly to his mobile instead of traveling via his home network.
· The company also offers multi-media messaging systems under which customers having a
specialized phone with a in-built camera can take pictures and e-mail it to friends or store it
in the phone. The cost per picture is between Rs 5 to Rs 7.
· Bharti is also aware that it has to make owning a ready-to-use cellular service much easier
than it is today. A key area is to increase the number of activation centers. Earlier Bharti had
250 Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel
Points which were kiosks in larger shops. Now activation can be done by all of them, and not
only by Connect outlets, all within 15 to 20 minutes. In comparison, the competition takes
two to four hours.
· Pre- paid cards are really catching up with the mobile phone users and it is actually helping
the market to increase. First, they are easier to obtain and convenient to use. Unlike post-paid,
one need not pay security deposits for picking up a pre-paid card. It is often available even
with paanwalas. As befits a fast-moving consumer service, the game is now moving beyond
price to expanding distribution reach and servicing a well-spread out clientele with
technology and strategic alliances. Bharti is focusing on two factors to make pre-paid cards
more attractive. Keeping the entry cost low for consumers and making recharging more
convenience.
· Bharti is in the process of launching a new system in alliance with Mumbai-based Company
Venture InfoTech which will enable a pre-paid card user to renew his subscription by just
swiping a card. The system will not only save users the hassle of going out and buying a card
every time it expires but also enable mobile companies to reduce the cost of printing and
distributing cards.

46
· Bharti Televentures has tied up with 'Waiter on wheels,' a company delivering food at
home, to reach its Magic pre-paid cards to subscribers' doorsteps. The company is also
joining hands with local grocery shops which will enable users to recharge their cards by just
making a phone call to the shop. Apart from improving the convenience of recharging,
mobile operators are beefing up their distribution channels. The company is constantly
innovating to enhance the value proposition for its pre-paid service. They are leveraging
technology to expand their distribution network and deliver round-the-clock recharge options
to its MOTS (Mobile on the Spot) subscribers.
· Bharti Cellular has also launched a special service, Care Touch, for high-value, corporate
customers, providing them with instant, single-point access for any assistance they require.
Customers can dial 777 and enjoy a slew of services, which includes easier payment of bills,
service on priority basis, and value-added services without any additional paper work. Bharti
Cellular is offering a range of services without going through an interactive voice recorder
ensuring that they save time. Dedicated ‘Care Touch’ executives are expected to assist
customers with any service on priority basis. Besides the regular proactive reminder calls for
bill payment, customers can also call Care Touch for bill payments at free of cost.
· Airtel presented MTV Inbox; the first ‘on-air’ SMS based interactive music dedication
show exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show
with real-time feedback mechanism. Both brands joined hands to target the high growth
youth segment.

47
 1.17 SWOT OF BHARTI AIRTEL

SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and
for identifying both the Opportunities open to you and the Threats you face. What makes
SWOT particularly powerful is that, with a little thought, it can help you uncover
opportunities that you are well placed to exploit. And by understanding the weaknesses of
your business, you can manage and eliminate threats that would otherwise catch you
unawares.

More than this, by looking at yourself and your competitors using the SWOT framework, you
can start to craft a strategy that helps you distinguish yourself from your competitors, so that
you can compete successfully in your market.

Figure No.3: SWOT Analysis

a. Strengths: -

i. Renowned Telecom company: With its 19+ years of rich experience in telecom industry
this MNC had travelled far to become world’s 3rd largest telecom operator overseas with
operations in nearly 20 countries.
ii. High Brand Equity: It is one of the pioneer brands in telecommunication having a high
brand recall and with a whopping subscriber base.

48
iii. Extensive infrastructure: With the formation of Indus tower & due to its partnership
with Idea & Vodafone, the infrastructure of Airtel has extended in all parts of the country
resulting into nationwide penetration.
iv. Strategic Alliances: The company has top notch stakeholders, namely Sony Ericsson,
Nokia and singtel, and the recent one being Apple. Such strategic alliances boost the
brand equity and the bottom line of the company.
v. Torchbearer of the telecom Industry: With its number 1 spot due to its excellent
services in developing economies, Airtel has interconnected the life of people in an highly
efficient way. Thus, where Vodafone is an external entrant, Airtel is a leading nationwide
player in India and the torchbearer of the telecom industry in India.

b. Weaknesses: -

i. Outsourced Operations: Outsourcing operations helped Airtel in lowering its cost. But
on the other hand, they are running the risk of being dependent on some other companies
which may affect its operations.
ii. Venturing into African operations: Although it’s been 4 years that Airtel has acquired
Zain’s Africa business, but Airtel is still struggling to turn around the unit which was
bought at a whoppy 9 billion dollars.
iii. High Debt: With its acquisitions turning out to bad investment, and credit being high and
margins being low, Airtel group is under high debt. Airtel does not have as deep pockets
as Vodafone.

c. Opportunities: -

i. Strategic Partnership: Partnering with smart phone companies is going to be a smart

strategy as far as MNP (mobile number portability in India) is concerned. This will ensure
fixed cash flows in the future and a higher customer base.
ii. Market Development: With fierce competition in the telecom industry & shrinking
margins, venturing out in new markets/developing economies will prove fruitful for the
company.
iii. VAS: VAS (Value Added services) is going to future of the telecommunication industry
& by specializing itself in this vertical Airtel can differentiate itself in highly competitive
market. With introduction of unique services, Airtel can avail higher margins.

49
iv. Untapped geography of the current market: Although it is currently providing 3G &
4G services, but these services are limited to specific geographical locations. Expansion
of these services to most of its regions will help the company get more margins and
customers.
v. LTE: The whole wireless world is moving towards LTE (long term evolution or 4G).
LTE for mobile broadband can be a good solution for India where fixed broadband
penetration is otherwise low. Airtel has taken the lead with this version of LTE in 4 cities,
but deployment needs to catch up pace. Despite a weak LTE ecosystem in India, Airtel
should portray itself as the embracer of that technology. The company lacks nationwide
3G license with spectrum in 13 out of 22 telecom service areas. Airtel’s LTE network for
mobile broadband is still confined to only 4 cities in India.

d. Threats: -

i. Government Regulatory Framework: With the auction of spectrum & change in the
government policies on a regular basis, it is a potential threat to the stability & existence
of this industry thereby affecting the players.
ii. Competition: Price war in the home market and declining margins due to this is
adversely affecting the overall business of the group.
iii. MNP (Mobile number portability): MNP gives the customer independence to change
the service provider while retaining the number and as Airtel charges are premium over
other service providers, it can see slump in subscriber base in the next fiscal year with
PAN India MNP applicable from May 3rd 2015.

50
 1.2 Objectives of the Study: -

The objectives of the study are as follows:

i. To study the relationship between sales promotion and customer perception.

ii. To study the perception of customers towards different sales promotional strategies.

1.3 Scope of the Study:-

The limit of the study is only for the telecommunication services of Airtel. The survey was
taken from some people of Delhi/NCR. So the result may not be feasible for other locations
other than Delhi/NCR.

1.4 Methodology: -
The data will be collected from both Primary and Secondary sources. For valid and reliable
results, a random selection method will be undertaken including customers of various
segments in a sample size of 100-150.
A self designed/Standardized questionnaire will be used as the major tool for collecting
Primary data while Journals, Magazines. Internet and other relevant manuals/publications
will be used as secondary sources of data collection. Bar graphs and Pie charts will be used
for data representation for demographic features of the respondents. Data collected will be
analyzed using descriptive statistics and Regression analysis.

1.5 Tools: -
SPSS and MS Excel will be used to analyze and present the data collected from the
respondents.

1.6 Hypothesis: -
H01There is no significant relationship between sales promotion & customer perception.
Ha1There is significant relationship between sales promotion & customer perception.

51
 CHAPTER-2

LITERATURE REVIEW
The focus of literature review is on the theories and studies associated with our study which
can support our finding and hypothesis. The focus of this literature review is on research
findings of earlier studies. The present chapter highlights the theories and studies associated
with sales promotional strategies of Airtel on customer perception. The chapter also presents
the theoretical description of sales promotion, customer perception, and promotional
strategies.

Alo. S (2015) conducted a study on “Impact of Sales Promotion on Customer’s Patronage

in the Telecommunication sector: A case study of ETISALAT in Ibadan, Oyo State”.
The focus of the study was a telecommunication provider must strive to meet the needs of
consumers in order to stay competitive and remain in business. Sales promotion is one of the
marketing strategy tools used to induce consumers to purchase and try a particular product.
The aim of this study is to examine the effect of sales promotion as it induces consumer
patronage and network switch in the telecommunication industry. They used a primary data
that was generated from the administered questionnaire of size 120.
The descriptive analysis was adopted. They found out that consumers are aware of sales
promotion and they respond to it. Also, that consumers preferred free airtime as the most
among the non-monetary incentives of sales promotion. Hence, they concluded that sales
promotion induces consumer patronage and network switch using Etisalat customers as a case
study. They can infer that sales promotion is vital marketing tools that have transformed the
telecommunication sector in Nigeria. It has been adopted by Etisalat as one of their key
strategy as a new entrant into the telecommunication sector.

They found out that consumers are sensitive and receptive to sales promotion either monetary
or non monetary incentive. Also, the respondents prefer free airtime the most among the
alternatives incentives of sales promotion provided by the telecommunication sector. In
addition, They found that sales promotion induces customer’s patronage and convince them
to make the first purchase (trial attempt). Lastly, sales promotion can trigger consumers to
switch network to maximize their satisfaction.

52
Palaniappan .G, Sengottaiyan .A (2015) conducted a study on “Customer Perceptions
towards Mobile Services – A Case Study of BSNL in Bhavani Town”. The study said that
perception is the primary goal of every business organization. In this competitive business
scenario every activities begins and ends with the customer need. Now, the
telecommunication is the most appropriate industry and involves every business activities.
Many private operators has involved in this industry were prevailed a stiff competition
between the service providers. In spite of a well-established network and infrastructure
supporting, certain service providers weren't able to root their footsteps in the market due to
lack in customer service and satisfaction.

Thus, it has a marginal difference between the services rendered, expectation of the consumer
and more possibility to switch from one service provider to another based on their
satisfaction. So it is very essential for the service provider to understand the influence of
various demographic variables that influence the perception and satisfaction level to win the
hearts of the customers. This study could assist the BSNL with respect to their enhancement
of the quality of the services offered. The objective of the study is to identify the perception
level of the customers on BSNL mobile service provider.

Most of the respondents are satisfied with the services provided by BSNL mobile services;
steps to be taken to retain the customer as well as the sources of awareness of mobile service
portability only by the word of mouth by the customer try to utilize these loyal customers
make the most satisfied. Most of the customers are not aware of the additional mobile phone
plus facility, the service provider steps to be taken to create awareness about these facilities.
It is identified that the service provided by BSNL is at satisfactory level to the respondent's.
BSNL should focus on the promotional measures as equal to the private service providers to
enhance their service activity to satisfy their customers.

Meo Adeel (2014) conducted a study on “The Promotional Tools of Sales Promotion”.
The main reason of conducting this research was to explore the influence of social
surrounding, discount level and buying behaviour on sales promotion. The research results
found that there was no significant relationship of social surrounding, discount level with
sales promotion. But on the other hand buying behaviour, free sample, price reduction has a
significant relationship with sales promotion. The results of this research paper will help the
marketers to understand best promotional techniques to increase significantly in their sales as
well as revenues. This research paper also plays a vital role in helping businessmen to
53
develop their business planes more effectively so that they can get the competitive advantage
over their competitors and make them able to maximize their profits. In total 180
Questionnaires were distributed by hand in different department of Islamia University of
Bahawalpur. Data was feed in SPSS. This research was done on different sales promotional
techniques. Findings shows that different sales promotional techniques have impact on
consumer buying behaviour and purchase intention for all type of products on the other hand
there is no significant effect of discount level and social surrounding on sales promotion. This
analysis is descriptive in nature.

Descriptive analysis makes a case for some development or any explicit state of affairs.
Descriptive analysis is are wont to describe the prevailing state of affairs rather than
deciphering and creating judgment. Main objective of doing this methodology of analysis is
to verify develop hypothesis that shows current state of affairs. The overall conclusion of this
research is we found positive customers attitude towards diverse promotion tools on Sales
Promotion. The study conform that Sale Promotion is Influences direct on the Customer
Buying behaviour. Furthermore this study shows that different customer have different
response for the sale promotion.

Soni Neha and Verghese Manoj (2013) conducted a study on “Impact of Sales Promotion
Tools on Consumer’s Purchase Decision towards White Good (Refrigerator) at Durg
and Bhilai Region of CG, India”. The study said that Sales promotion, a key element of
promotional mix has been widely used to sustain competitive advantage, increase sales and
stimulate consumer purchase decision, is becoming a valuable tool for marketers to influence
purchase decision. Through this study, an effort has been made to find out the various sales
promotion tools and its impact on purchase decision towards white good (refrigerator). For
conducting the research, data was collected through convenience sampling of 109
respondents through descriptive research design technique.

Later the data was analysed and the hypothesis was tested by using multiple regression
technique. The result shows that among the various sales promotion tools: offer, premium
and contest are the most influencing variables for consumer purchase decision. The objective
of the study is to identify various sales promotion tools influencing consumer purchase
decision and to find the impact of sales promotion tools on purchase decision towards white
good (refrigerator). On the basis of findings it can be concluded that sales promotion tools

54
plays significant role in consumer purchase decision. The respondents are most influenced by
offer further followed by premium and contest while price pack and rebate have been found
to be insignificant. The marketers should focus on reframing of the above tools for
stimulating purchase decision.

Mittal Vandana and Goswani Kishor Brijesh (2013) conducted a study on “Sales
Promotion in Telecom Industry of India”. Indian telecommunication industry is poised for
growth. Tele-Communication sector in particular has a great opportunity with alignment of
Indian economy to globalised markets. With the widespread use of sales promotions-short
term activities which provide material inducements to consumers and trade it becomes
imperative for managers to understand such practices and understand challenges. In spite of
the widespread use of sales promotion activities in India very few studies were found
examining sales promotion practices in telecom sector.

This study investigates sales promotion activities of telecommunication companies on various

dimensions. It presents major findings and provides insights on consumer behaviour. This is
descriptive study, because it includes knowing the behavior of customers towards sales
promotion. Survey is related to telecom companies like Airtel, Reliance telecom, Vodafone,
BSNL and Idea cellular in reference to Agra City. The paper concludes that the usage of sales
promotion activities has a direct impact on behavior, motivates a consumer to buy now rather
than in future, enhances value of an offer temporarily till the promotion period, encourages
switching, reinforce or reward loyalty etc. The findings of the study was Sales promotion
plays a vital role while making purchase decision for new connection. In the Telecom
industry the most important factor of promotion is Price-off-offers and coupons which affect
the purchase decision on a customer. Most of the people like value added cards and coupons
in bulk connections. Majority of the people believe that advertisements provide information
about the offers, so companies should try to deliver all information about the plan and offers
through advertisements.

Most of the people buy new connection which having premium offers with scratch and win
offer for their friends and family. Usage of sales promotion activities has a direct impact on
behaviour as it motivates a consumer to buy now rather than in future, enhances value of an
offer temporarily till the promotion period, encourages switching, reinforce or reward loyalty
etc. Promotions may induce non buyers to walk in to the store and loyalty programmes may
55
encourage buying more, more often or upgrading to better quality. Exciting promotions also
have tendency to generate positive word of mouth and help consumer feel a smart shopper.
Thus not only utilitarian benefits like, saving of money, time or quality up gradation but
hedonic benefits like feeling confident, feeling of excitement and entertainment etc.

Khan Yaseer (2012) conducted a study on “Analysis of Consumer Perception towards

Telecommunication Services”. The use of Telecommunication services has been strikingly
increased in recent decade. Hence it has become crucial to investigate the reasons behind
telecom usage patterns and understand factors playing an important role for perception of
telecom services. These investigations are important for both consumers and
telecommunication service provider in order to build a strong relationship towards better
delivery of telecom services which may result in satisfied customer.

The developed model of this research is consisting of five variables which have a lot of
impact on perception of consumer towards adoption of telecom services. The results of this
research have numbers of practical applications both for marketer and telecom service
consumer. The research study is consisting of hypotheses testing to investigate the
relationships among different variables affecting consumer perception towards telecom
services. Before providing questionnaire to each respondent an introduction session was
carried out regarding subject mentioned matter. Random sampling method was used in the
survey to better deal research work and respondents are consist of all different races , color
,sex and geography . The following assumptions were kept in mind during conducting the
survey. There are some variables which was taken into consideration like Promotion, Quality
of Service, User friendly, Relative Advantage and Enjoyment. All variables Promotion,
Quality of Service, User friendly, Relative Advantage and Enjoyment have positive
relationship with consumer perception. Hence it is concluded from the research that all these
variables must be considered in designing and launching of industrial product and services to
get good match between consumer and marketers.

The regression analysis shows the significance of all variable in the model. Hence the model
design is of high importance and there exist significant correlation which strongly
recommends the intention of consumer perception towards telecom services. Relative
advantage in the research study is very important variable, it represents consumer in Pakistan
positively perceived the telecom services.
56
Karthikeyan .B (2013) conducted a study on “Impact of Sales Promotion Techniques on
Consumers towards FMCG”. Sales promotions are generally looked at as tools that
undermine the brand; yet a tool that is necessarily meant to speed up sales. Consumer sales
promotion take up a large share of the total marketing expenditure despite which it remains
an area that still attracts attention as an essential component of the promotion mix meant to
increase short term sales. It is therefore not surprising that most of the marketers resort to
sales promotions to attract the competitor's market share.

The present paper reports the results of the impact of consumer sales promotions on 579
consumers. This study has attempted to explore which sales promotional techniques going to
be dominate on personal care products in Fast Moving Consumer Goods. Researchers were
tested for personal care products which reveals that free gift offer dominate among other sales
promotional techniques for consumers followed by saver pack offers and sweepstakes.

Rahmani Z. (2012) conducted a study on “Review the Impact of Advertising and Sale
Promotion on Brand Equity”. Sale promotion consists of a set of various and different and
often short period motive tools which is used for consumer’s or buyer’s provocation to buy
more and faster (Gupta, 1988; Boddewyn, 1989; Neslin, 2002). Promotion tools consist of
coupon, rewards, free samples, discounts, advertising goods and etc. There are a lot of
definitions for brand equity, but we point some significant definition which is derived from
several articles:

A. Brand equity is a set of assets and commitments linked to a brand's name and symbol that
adds to (or subtracts from) the value provided by a product or service to a firm and/or that
firm's customers (Aaker, 1991; Aaker, 1996). B. Brand equity is the differential effect of
brand recognition on consumer response to the marketing of that brand (Keller, 1993). C.
Brand equity is a power that a brand may have achieved it in a market because of its name,
sign and logo (Farquhar, 1989). Providing brand equity meant providing a powerful brand
which is a successful strategy to differentiate goods from those of competitor’s brands
(Aaker, 1991). Brand equity is provided a considerable competitive advantage, because it is
provided significant competitive barriers. Brand equity is developed by increasing perceived
quality, increasing in brand loyalty and brand awareness that each of them couldn’t be made
or destructed in short term period, but they could be made in long term period by well-
57
designed investment. Therefore, brand equity is stable and durable and the product with
powerful brand equity is counted as a valuable asset for the company. Our study is reviewed
the importance role of the sale promotion for providing powerful brand equity. Managers can
use findings to adopt strategies for providing brand.

Ivanauskiene Neringa (2012) conducted a study on “Customer Perceptions of Value:

Case of Retail banking”. The aim of the study was to assess the factors of customer
perceived value in the retail banking sector during the period of economic recession. The
research method involved the survey conducted with 200 retail customers of commercial
banks in Lithuania. In addition, this research specifically examines the perception of value in
the transitional economy. The study results revealed that in the period of economic recession
the dimensions of emotional (affective) value (i.e., the reliability and security of bank, good
psychological climate when contacting with bank personnel) and functional value (i.e., the
quality of service provision, the competence of contact personnel) are rated higher by
customers.

Meanwhile, the factors of social value (i.e., the established long-term relationship, personal
beliefs, social integration, the opinion and recommendations of relatives, acquaintances
and/or friends) are rated lower. The findings of the study indicate that during the period of
economic recession emotional and functional values are highly rated customer perceived
value factors.
Research findings revealed that the factors that determine emotional value, such as positive
atmosphere created in bank division, relaxation and security, trust in bank personnel and
satisfaction in executed financial transactions are significantly high-rated. Thus, findings
support Barnes & Howlet (1998) statement that bank managers should evoke in customers
positive emotions while using financial service provided.
The findings of the research also indicated that commercial banks should pay more attention
to service quality and contact personnel competences’ development. The study shows that
there is no significant difference between the perception of the emotional value and contact
personnel competences: both these values are equally evaluated by the customer. It could be
stated that dimensions that refer to the contact personnel competences (devotion to the job,
knowledge and expertise level) and emotional value (good psychological climate; relaxation
and certainty for financial operations security; comfort; reliability and satisfaction; positive
emotions and experience) are the most significant for the customer perception of value in
58
retail banking. This encourages retail bank management to consistently pay sufficient
attention to contact personnel competence development and emotional value creation.
Moreover, in economic recession time retail bank managers should invest in employees’
training and think about empowering the front-line people. The third most evaluated
dimension - service quality - also determines customer perceptions of value in great level and
is worth considering. Further research is needed to determine the significance of dimensions
of the value perceived by the customer in the retail banking sector during the period of
economic growth.

Additional questions that need an answer include:

(1) whether the same factors impact customer value perception in other countries in retail
banking sector;
(2) what other factors are related with value perceptions processes;
(3) what customer experiences create customer value perception in other service industry
sectors. Finally, an area that has received scant attention is the interconnections between
customer service experiences, emotional experiences and value perceptions considering them
in a more holistic perspective.

Kureshi Sonal and Vyas Preeta conducted a study on “An Exploratory Study of Sales
Promotion Activities in Toilet Soap Category: An Insight into Consumer and Retailer
Perceptions”. In this study, an attempt has been made to examine the nature of sales
promotion activities in toilet soap category in India, study retailer perceptions with respect to
these activities and also get an insight into consumer perceptions of these activities. Our
findings indicate that with respect to the nature of the schemes, premiums (free gifts) were
found to be the most frequently used in both premium and popular toilet soap category,
followed by price offs. Retailers perceived price offs to have relatively greater impact
compared to any other forms of sales promotion. In line with the retailers’ perceptions, the
findings of consumer perceptions indicated that price offs were the most preferred type of
sales promotion. Retailers stated that role of word of mouth and television advertising was
very important in providing information inputs to the consumers regarding sales promotion
activities.

This perception of retailers was supported by the consumer unaided recall of sales promotion
schemes which were widely advertised. As the retailer interacts and observes consumers
59
more frequently and closely than the manufacturer, it would be useful for the companies to
incorporate perceptions while planning sales promotion strategies. The main objectives of the
study are to assess current consumer sales promotion schemes in toilet soap market and to get
an insight into retailers’ views regarding the schemes being offered in toilet soap.

The findings of the empirical study indicate that unless the brand to be promoted is in the
consideration set of the consumer, sales promotion by itself is unlikely to have any major
impact. Clearly this shows that managers need to invest into brand building exercise so that
his/her brand appears in the consideration set of the target consumers. Only after this should
he spend time, money and energy on sales promotion activities. Sales promotion should not
be used in isolation but need to be integrated with other tools and in line with the overall
positioning of the brand. Also the importance of the role of mass media came out clearly in
both the studies. Companies need to create sufficient awareness about sales promotion
schemes through mass media in order to create awareness The role of retailer in influencing
consumer in brand choice decision in a toilet soap category was found to be insignificant
which also supports the above observations. Toilet soaps are low involvement products
characterised by switching behaviour. Also the person going to the shop for the purchase of
soap is the final decision maker of the brand. Hence it is essential that companies need to
design attractive, striking, visible POPs for scheme announcements.

The findings exhibited that both the retailers and consumers perceived that sales promotion
activities carried out by the companies for increasing sales in short term and clearing excess
stocks. What it implies is that companies need to use sales promotion synergistically and
communicate so that they provide value to the target audience and enhance brand
quality/image perceptions.

Rizvi Zehra Nazish Syeda and Malik Sadia (2011) conducted a study on “Impact of Sales
Promotion on Organizations’ Profitability and Consumer’s Perception in Pakistan”.
This study focus on Impact of Sales Promotion on Organizations’ Profitability and
Consumer’s Perception in Pakistan. Literature from different researchers is also reviewed.
The study is aimed at finding the relationship among sales promotion strategies and the
profitability of the firms along with the perception about sales promotion of the consumers
and its relationship with the brand loyalty of that particular brand or company. There are
many researches that investigated the consumers’ perception about sales promotion and brand
60
loyalty of the brand to analyze their impact on increase in sales and firm’s profitability along
with all contributing factors of the firms’ profitability. The financial analysis clearly depicted
that the company’s sales significantly increases in the period of sales promotion. Results of
the consumer survey indicated that consumers’ perception about sales promotion has a
significantly positive relationship with brand loyalty, so that the research hypothesis is
supported for each company. Therefore both the short term and long term impact of sales
promotion can be observed through the analysis of two companies from the Shoe industry of
Pakistan.
Furthermore it was also investigated that firms’ with consumers’ for whom the reasons of
preference is price are more likely to show vital increase in sales in the periods in which sales
promotion is being offered than the companies whom consumers are preferring the brand for
quality or some other reasons. And this aspect is also closely related with the consumer’s
ability to adequately recall the respective company’s sales promotion activities. When the
consumers remember the activity it is more effectively converted into a long term asset
building tool for the company.

61
 CHAPTER -3
DATA PRESENTATION AND ANALYSIS

Chapter Overview
This chapter covers the statistical analysis on data collected using the research instrument.
Analysis of the data was carried out using SPSS (Statistical Package for Social Sciences) to
understand the link between the Customer Perception and Sales Promotion exhibited by the
customers of Airtel.

3.1 Data Presentation

Data presentation is the method by which people summarize, organize and communicate
information using a variety of tools, such as diagrams, distribution charts, histograms and
graphs. The methods used to present mathematical data vary widely.
The best methods to use for presenting data vary depending on the type of information,
volume and complexity of data and the audience. Coding data is typically used to give
numerical numbers to measurements that do not automatically have numbers assigned to
them. Coding data is used to make categories of information, such as gender, a mathematical
equivalent. Coding data is typically used to present non-mathematical values as numbers
through electronic means. This type of data representation is most useful for mathematicians
who must enter information into computer systems before it is analyzed.
Stem-and-leaf diagrams are popular types of data representation used to create a visual image
of the mathematical information that mathematicians wish to convey. This information may
include numbers that correspond to human age or date of birth. Frequency charts are types of
data representation used to organize and quantify data in a certain order depending on
frequency of occurrence.

62
3.11 Gender of respondents

Gender Frequency Percentage (%)

Female 39 33.33

Male 78 66.67

Total 117 100%

Table No.2 Gender

Gender
90
78
80
70
60
50
39
40 Frequency

30
20
10
0
Female Male

Figure No.4: Gender

Inferences: Out of 117 respondents 78 are male and 39 are female respondents, therefore
researcher has taken major responses from the male respondents.

63
3.12 Age of Respondents

Age Frequency Percentage (%)

Below 18 1 0.86

18-21 19 16.24

22-25 86 73.50

26-35 8 6.84

36-60 2 1.70

60 Above 1 0.86

Total 117 100

Table No.3: Age of respondents

Age
100
90 86
80
70
60
50
Frequency
40
30
19
20
8
10 1 2 1
0
Below 18 18-21 22-25 26-35 36-60 60 Above

Figure No.5: Age

Inferences: Out of 117 respondents the no of respondent between below 18 years is 1, age
group between 18 to 21 years is 19 respondents, between 22-25 years is 86 respondents,
between 26-35 years is 8 respondents, between 36-60 years is 2, between 60 above years is 1,
therefore the major respondents lies between the age group 22-25 years.

64
3.13 Occupation of the Respondents

Occupation Frequency Percentage (%)

Student 82 70.09

Services 22 18.81

Businessman 12 10.25

Retired 1 0.85

Total 117 100%

Table No.4: Occupation

Occupation
90
82
80
70
60
50
40 Frequency

30
22
20
12
10
1
0
Student Services Businessman Retired

Figure No.7: Occupation

Inferences: Out of 117 customer response from the occupation it was found that only 12
respondents are businessman, 22 respondents are services, 1 respondent are retired and 82
respondents are student.

65
3.14 Income Group of the Respondents

Income Group Frequency Percentage (%)

Below 20000 85 72.64

20000-25000 11 9.41

25000-30000 10 8.54

Above 30000 11 9.41

Total 117 100%

Table No.5: Income Group

Income Group
90 85

80

70

60

50

40 Frequency

30

20
11 10 11
10

0
Below 20000 20000-25000 25000-30000 Above 30000

Figure No.8: Income Group

Inferences: Out of 117 customers response from the income group it was found that 85
respondents are below 20000, 11 respondents are 20000-25000, 10 respondents are 25000-
30000 and 11 respondents are above 30000.

66
3.15 Connection of the Respondents

Connection Frequency Percentage (%)

Prepaid 90 76.92

Postpaid 27 23.08

Total 117 100%

Table No.6: Connection

Connection
100
90
90
80
70
60
50
Frequency
40
30 27

20
10
0
Prepaid Postpaid

Figure No.9: Connection

Inferences: Out of 117 customer responses from the connection it was found that 90
respondents are prepaid users and 27 are postpaid users.

67
3.2 Reliability Testing

In statistics Cronbach's (alpha) is used to estimate of the reliability of a psychometric test.

It has been proposed that can be viewed as the expected correlation of two tests that
measure the same construct. By using this definition, it is implicitly assumed that the average
correlation of a set of items is an accurate estimate of the average correlation of all items that
pertain to a certain construct.

Cronbach's is a function of the number of items in a test, the average covariance between
item-pairs, and the variance of the total score.

A commonly accepted rule for describing internal consistency using Cronbach's alpha is as
follows:

Cronbach's Internal
alpha consistency

α ≥ 0.9 Excellent

0.7 ≤ α < 0.9 Good

0.6 ≤ α < 0.7 Acceptable

0.5 ≤ α < 0.6 Poor

α < 0.5 Unacceptable

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 Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based on No of Items
Standardized Items

.861 .861 25

Table No.7: Reliability

Interpretation:
If the value of Cronbach’s Alpha is more than 0.7 then the questionnaire used is standardized
and is considered to be highly reliable. Here the value of Cronbach’s Alpha is 0.861. This
testing was done on 30 responses.

3.3 Hypothesis Testing: The tests used for testing the various hypotheses are Karl Pearson’s
coefficient of Correlation and Regression. The tests have been applied using SPSS.

3.31 Hypothesis: - To study the impact of sales promotional strategies of Airtel on Customer
Perception, Karl Pearson’s coefficient of Correlation and Regression is used.

3.32 Correlation: - Correlation between variables is a measure of how well the variables are
related. The most common measure of correlation in statistics is the Pearson Correlation,
which shows the linear relationship between two variables. The Pearson’s coefficient of
correlation (r) can have a value anywhere between -1 and 1.The sign of the correlation
implies the direction of the association.

69
H01There is no significant relationship in sales promotion & customer perception.
Ha1There is significant relationship between sales promotion & customer perception.

Descriptive Statistics

Mean Std. Deviation N

Customer perception 27.22 6.697 117

Sales Promotion 39.31 8.441 117

Table No.8: Descriptive Statistics

Interpretation: Mean of customer perception is 27.22 and mean of sales promotion is 39.31
and standard deviation of customer perception is 6.697 and standard deviation of sales
promotion is 8.441.

Correlations
Sales Customer
Promotion perception
Pearson Correlation 1 .744**

Sales Promotion Sig. (2-tailed) .000

N 117 117

Pearson Correlation .744** 1

Customer
Sig. (2-tailed) .000
perception
N 117 117

**. Correlation is significant at the 0.01 level (2-tailed).

Table No.9: Correlation Result

Analysis: Pearson Correlation: .744

Significant (p) Value: .000

70
Interpretation: From the above table it is shown that p- value is less than 0.05, the alternate
hypothesis is accepted. Hence, there is significant relationship between customer perception
and sales promotion.

3.33 Regression Analysis

Regression is a statistical process for estimating the relationships among variables. It
includes many techniques for modelling and analyzing several variables, when the focus is on
the relationship between a dependent and one or more independent variables. More
specifically, regression analysis helps one understand how the typical value of the dependent
variable changes when any one of the independent variables is varied, while the other
independent variables are held fixed.

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate
1 .744a .554 .550 4.491
Table No.10: Model Summary

71
Analysis: From the regression analysis of data R Square is 0.554.
Interpretation: The above table shows that R Square is 0.554, which means that sales
promotion has 55% impact on customer perception.

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 2882.563 1 2882.563 142.907 .000b

1 Residual 2319.659 115 20.171

Total 5202.222 116

a. Dependent Variable: Customer perception

b. Predictors: (Constant), Sales Promotion

Table No.11: ANOVA Model

Analysis: Significant (p) value: 0.000b

F value: 142.907

Interpretation: From the above table it is shown that p- value is less than 0.05, the alternate
hypothesis (Ha1) is accepted and the null hypothesis (H01) is rejected. Hence, customer
perception has an impact on sales promotion.

Coefficientsa

Model Unstandardized Standardized T Sig. 95.0% Confidence

Coefficients Coefficients Interval for B

B Std. Error Beta Lower Upper

Bound Bound

1 (Constant) 4.008 1.986 2.094 .046 .075 7.942

72
 Sales
.591 .049 .744 11.954 .000 .493 .688
Promotion

Table No.12: Coefficients Table

Analysis: Now to develop a regression equation for this study, we may assume the regression
equation as Y= α+ βX where Y is the dependent variable, X is the independent variable under
study and α is the predictor constant. Here β is the coefficient of regression or slope of the
regression curve. By putting the value from the table 3.11, the regression equation becomes:
Y = 4.008 + .591 (X)
Where,
Y= Customer perception (Dependent variable)
X= Sales Promotion (Independent variable)
Interpretation: From the above table it is shown that p- value is less than 0.05, the alternate
hypothesis is accepted. Hence, there is significant relationship between customer perception
and sales promotion. The regression equation of dependent (customer perception) and
independent (sales promotion) variables is Y= 4.008 + .591x. The Pearson coefficient of
correlation is 0.744; hence there is a high positive correlation between two variables.

73
 CHAPTER-4
SUMMARY AND CONCLUSIONS

Chapter Overview
The present chapter aims to recollect the various phases of the study. A summary of the
research with the main findings has also been presented. Revisiting of objectives is essential
to understand whether the purpose and aim of research has been achieved. Limitations of the
study have been pointed out. Recommendations based on the study have also been presented.
Finally, the chapter throws light on directions for future research.

4.1 Findings
To make the theoretical contribution of this research easier to follow, the findings will be
presented according to the research objectives outlined in the introduction.

i. It was found that consumers can be preferred Airtel because of their offers which
were providing benefits to their customers.
ii. From the responses received and by conducting Pearson correlation and regression on
the first hypothesis, it was observed that there is a relationship between sales
promotion and customer perception.
iii. Majority of the respondents agrees with the statement that Airtel recharge stores are
located in convenient places.
iv. Majority of the respondents disagree with the Airtel caller tune service.
v. Majority of the respondents agrees with the statement that Airtel internet service is
better than others.

The review of previous research work on the subject helped to determine the effects of sales
promotion. The questionnaires were filled by 120 respondents.
i. The survey shows that majority of the respondents were males.
ii. The study indicates the responses drawn from majority consumers falling in the age
group of 22-25 years.
iii. The research shows that majority of the respondents surveyed were student.
iv. The study indicates the responses drawn from majority consumers falling in the
income group of below 20000.
v. The research shows that majority of the respondents were used prepaid connections.

74
 4.2 LIMITATION OF STUDY

In spite of the best efforts there are always some problems or limitations associated with
market research that cannot be removed but can be minimized only. The methodology that
has been employed might have a few limitations:
i. One of the major limitations of the study is that it is confined to consumers of
Delhi/NCR region.
ii. Due to limited available time, convenience sampling was used.
iii. The sample size for conducting research is 120 which are very small as compared to
total customer base that means our sample size is comparatively small in accordance
with the universe, which is large enough. So deduction drawn from the project can’t
be generalized.
iv. Scope of the project is limited to Delhi region only, that can’t be generalized.
v. Though quantitative approach has been followed in this research, it is still
questionable whether the results are generalized among all types of customers each of
who have different intrinsic and extrinsic characteristics that affect customer
perception.
vi. This study tries to determine the relationship between customer perception and sales
promotion. It ignores the effect of other variables which may have an impact on sales
promotion.
vii. Another major limitation of this study is that it has not been able to cover customers
belonging to the rural/ semi urban consumers.

viii. As this research is based upon responses provided by customer, so non-responses and
some wrong responses may become part of error.

These limitations may have effect on findings of the work but not up to large extent and thus
do not affect the findings of the work very significantly. Some of the respondents didn’t like
to share their views and some were ignorant about the facts of sales promotion.

75
 4.3 Scope for further study:

In view of the above mentioned limitations, there should be mentioned some future avenues
for investigations.
i. The sample size can be increased that will enhance the quality of result obtained.
ii. Study can be conducted in broader geographical area by including customers of other
states as well.
iii. Finally, it would be of great scientific value if the participants came from all over India,
including both urban and rural areas.

76
 CHAPTER-5
RECOMMENDATIONS

Based on the findings that were discussed in chapter 4 and the conclusions that were drawn
from the findings, various recommendations can be offered. These recommendations are as
follows:

i. Airtel must upgrade the network coverage as early as possible. Since, the network
upgradation has not been finished yet Airtel should offer Miss call Alert service for
free. Customers understand that network improvement cannot be done overnight. But
if miss call alert service is offered at free of cost the existing customers may
compromise with the current situation and new customers may also wish to join
Airtel. Thus, dissatisfaction may reduce regarding network problem.
ii. Internet is now an integral part of our life. Airtel internet service must be developed
reasonably so that people can use more of it.
iii. Airtel must use advanced technology to improve the phone call quality.
iv. The tariffs of the value added service (VAS) can be reduced so that more people can
use VAS to enrich their moments.
v. Airtel offers enormous bonus talk time or SMS to the prepaid and postpaid customers
usable for short time period. Customers get dissatisfied when they find that validity of
using bonus offer expires before it is consumed. Therefore, Airtel should increase the
validity date for the bonus talk time and SMS to enhance the satisfaction level.

77
 BIBLIOGRAPHY
References: -

i. Alo. S (2015) “Impact of Sales Promotion on Customer’s Patronage in the

Telecommunication sector: A case study of ETISALAT in Ibadan, Oyo State”.

ii. Palaniappan .G, Sengottaiyan .A (2015) “Customer Perceptions towards Mobile

Services – A Case Study of BSNL in Bhavani Town” Vol. 2, Issue 4, July-2015, Pg.
469-477.

iii. Meo Adeel (2014) “The Promotional Tools of Sales Promotion” Vol. 4, No. 2,
Pg.202-216.

iv. Soni Neha and Verghese Manoj (2013) “Impact of Sales Promotion Tools on
Consumer’s Purchase Decision towards White Good (Refrigerator) at Durg and Bhilai
Region of CG, India” Vol. 2, No.7, pp.10-14.

v. Mittal Vandana and Goswani Kishor Brijesh (2013) “Sales Promotion in Telecom
Industry of India” Vol. 1, Issue 3, Dec 2013, Pg. 21-28.

vi. Khan Yaseer (2012) “Analysis of Consumer Perception towards Telecommunication

Services”. Vol.3, No.3, pp. 89-98.

vii. Karthikeyan .B (2013) “Impact of Sales Promotion Techniques on Consumers

towards FMCG” Vol.5, Pg. 128-135.

viii. Rahmani Z. (2012) “Review the Impact of Advertising and Sale Promotion on Brand
Equity” Vol. 4, No.1, pp.64-73.

ix. Ivanauskiene Neringa (2012) “Customer Perceptions of Value: Case of Retail

banking” Vol.3, No.1, pp.75-88.

x. Kureshi Sonal and Vyas Preeta “An Exploratory Study of Sales Promotion Activities
in Toilet Soap Category: An Insight into Consumer and Retailer Perceptions”.
78
 xi. Rizvi Zehra Nazish Syeda and Malik Sadia (2011) “Impact of Sales Promotion on
Organizations’ Profitability and Consumer’s Perception in Pakistan” Vol.3 No.5, Pg.
296-310.

Web Links: -
i. https://www.google.com/ on 17th , 20th , 26st and 27th February, 2016
ii. https://www.wikipedia.com/ on 19th , 25th, 27th , 28, February and 5rd, 8th March, 2016
iii. https://www.airtel.in/ on 23th , 25th , 26st and 27th February, 2016

79
 Annexure – A
QUESTIONNAIRE

I Divisha student of Symbosis, seek your cooperation in connection with the project work.
The purpose of the study is to evaluate the “Impact of Sales Promotional Strategies of
Airtel on Customer Perception in Delhi/NCR.” Please help in providing your comments by
marking in the box. Your remarks will be kept confidential and will not pass on to anyone
else. Please answer all the questions.
Please tick mark where applicable.

1. Name: _______________________________

2. Age: Below 18 ( ) 18 - 21 ( ) 22-25 ( )

26-35 ( ) 36 - 60 ( ) Above 60 ( )

3. Gender: Male ( ) Female ( )

4. Occupation: Student ( ) Services ( )

Businessman ( ) Retired ( )

5. Income Group: Below 20000 ( ) 20000-25000 ( )

25000-30000 ( ) Above 30000 ( )

6. Type of connection: Prepaid ( ) Postpaid ( )

Here, I would like to know your perceptions about sales promotional strategies of Airtel on a
scale of 1 to 5. Please tick mark according to the degree of your agreement.
Strongly Agree Agree Neutral Disagree Strongly Disagree
(1) (2) (3) (4) (5)
80
 Statements (1) (2) (3) (4) (5)

1. Airtel offers are helpful for customers.

2. The rates of the caller tunes are agreeable.

3. Airtel night unlimited packs are useful.

4. The price of prepaid and postpaid connection is

affordable.

5. Airtel’s call rate is agreeable.

6. Airtel’s network is better than others.

7. Airtel night 50% data cashback plans are useful.

8. Airtel recharge stores are located at convenient places.

9. Pricing of value added services are agreeable.

10. I am happy with Airtel special offers provided to

specific customer.

11. Sales Promotional activities by SMS are helpful to me.

12. I am happy with Airtel e-portal services.

13. Airtel internet service is better than others.

14. I am satisfied with Airtel’s door to door promotion.

15. I am satisfied with Airtel customer care centre service.

16. Airtel provides information of special plans through

SMS.

17. I am satisfied with the 4G services of Airtel.

18. Airtel pricing of tariff plans are convenient.

81
19 I am happy with the data packs provided by Airtel.

20. I am satisfied with the credit facility of Airtel.

21. I am aware about the VAS services of Airtel.

22. I am satisfied with the rate cutter of Airtel.

23. I am satisfied with Airtel caller tune service.

24. Airtel DTH offers are helpful to me using airtel

money.

25. Prices of Airtel internet plans are affordable.

THANK YOU FOR YOUR SUPPORT AND PARTICIPATION

82
 Annexure – B
Data Sheet

83
 Annexure – C
GLOSSARY
S. No. Key Words Meanings
A
1. ANOVA Describes the relationship among different variables

2. Analysis Detailed examination of the elements or structure of

something.
3. Awareness knowledge or perception of a situation or fact
4. Attract To pull or draw someone or something towards them by the
qualities they have.
B
5. Brand A type of product manufactured by a particular company
under a particular name.
6. Behaviour The way in which one acts or conducts on self, especially
towards others.
C
7. Customer A person who buys goods and services from a shop or
business.

8. Customer Perception In which customer selects, organizes, and interprets

information inputs to create a meaningful picture of the
brand or a product.

9. Correlation Statistical technique that can show whether and how strongly
pairs are related

10. Convenience A statistical method of drawing representative data by

sampling selecting people because of the ease of their volunteering or
selecting units because of their availability or easy access.
11. Conscious Aware of one's own existence, sensations, thoughts etc.
12. Consumer behaviour It refers to the action of the consumers in the marketplace
and the underlying motives for those actions.
D
13. Dependent variable A variable (often denoted by y ) whose value depends on that

84
 of another.
E
14. Effect A change which is a result or consequence of an action or
other cause.
F
15. Focus The centre of interest or activity.
16. Findings The action of finding someone or something
H
17. Hypothesis A supposition or proposed explanation made on the basis of
limited evidence as a starting point for further investigation.
I
18. Impact A marked effect or influence.

19. Independent Variable a variable (often denoted by x ) whose variation does not
depend on that of another
20. Industry The aggregate of manufacturing or technically productive
enterprises in a particular field, often named after its
principal product.
L
21. Literature review A literature review is an evaluative report of information
found in the literature related to your selected area of study.
22. Limitation Restrictive weakness
M
23. Motivate Provide (someone) with a reason for doing something.
24. Model A standard or example for imitation or comparison.
25. Market Size The number of individuals in a certain market who are
potential buyers and/or sellers of a product or service.
Companies are interested in knowing the market size before
launching a new product or service in an area.
26. Methodology A system of methods used in a particular area of study or
activity
27. Mean To intend to express

85
O

28. Objective The thing aimed at or sought, a goal

P
29. Promotional Relating to the publicizing of a product, organization, or
venture so as to increase sales or public awareness.

30. Perception The ability to see, hears, or become aware of something

through the senses.

31. Promotional Strategy Choice of target market and formulation of the most
appropriate promotion mix to influence it.

32. Regression Statistical process of estimating the relationship among

variables

33. Research The systematic investigation into and study of materials and
sources in order to establish facts and reach new conclusions.
34. Recommendation A suggestion or proposal as to the best course of action,
especially one put forward by an authoritative body.
S
35. Sales The exchange of a commodity for money; the action of
selling something.

36. Strategy A plan of action designed to achieve a long-time or overall

aim.

37. Sales Promotion Those marketing activities that stimulate consumer shows
and expositions.

38. Sales Promotional To promote business in effective way using tried and true
Strategies sales strategies of “Push” and “Pull”.

39. Standard Deviation Measure of how spread out numbers are

40. Sample A small part or quantity intended to show what the whole is

86
 like.
41. Scope The opportunity or possibility to do or deal with something

42. SPSS Statistical Package for the Social Science

43. Sector A distinct part, especially of society or of a nation's economy
44. Segment One of the part into which something naturally separates or is
divided.
45. Stimulus Something causing or regarded as causing a response.
46. Schemes A large-scale systematic plan or arrangement for attaining
some particular object or putting a particular idea into effect.
47. Summary A comprehensive and usually brief abstract, recapitulation,
or compendium of previously stated facts or statements.
T
48. Tool A device or implement used to carry out a particular function

49. Technique A systematic procedure, formula, or routine by which task is

accomplished.
50. Telecommunication Transmission of information, as words, sounds, or images,
usually over great distances, in the form of electromagnetic
signals, as by telegraph, telephone, radio, or television.

87