A

PROJECT REPORT

ON
“ADVERTISING AND SALES”

AT

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY

Mr. AABID SHEIKH

ROLL NO: 1062-21-684-126

UNDER THE GUIDANCE OF
DR. SIRAJ BASHA MOHAMMED
(Asst. Professor)

DEPARTMENT OF BUSINESS ADMINISTRATION

ANWAR-UL-ULOOM COLLEGE (Autonomous)

(Affiliated to Osmania University)

HYEDERABAD.

2023-2024
i
 CERTIFICATE

This is to certify that that project report titled “ADVERTISING AND SALES
AT AIRTEL”., has been submitted in partial fulfillment of the requirement for the
award of “BACHELOR OF BUSINESS ADMINISTRATION” from Osmania
University Hyderbabad.

It is record of bonafide work carried out by Mr. AABID SHEIKH Bearing

Roll NO: 1062-21-684-126 under my supervision. The result embodied in this project
work has not been submitted to any other University or Institution for the award of any
degree/diploma/certificate.

Mrs. Dr. YASMEEN BANU PRINCIPAL

(H.O.D)

DR. SIRAJ BASHA MOHAMMED EXTERNAL EXAMINER

(Project Guide)

ii
 DECLARATION

I hereby declare that this project work entitled “ADVERTISING AND SALES AT

AIRTEL”, submitted by me to the ANWARUL ULOOM COLLEGE, Department of

Business Administration, Osmania University (OU), Hyderabad is a bonafide work

undertaken by me and it is not submitted to any other university or institution for the award

of any degree /diploma /certificate or published any time before.

Date:
Place:
AABID SHEIKH
Roll NO: 1062-21-684-126

iii
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude and indebtedness to

Mr. MOHAMMED ABDUL RAZZAK, Principal and Dr. YASMEEN BANU,
H.O.D., Department of Business Administration, Anwarul Uloom College.

I am thankful to my project guide Dr. SIRAJ BASHA MOHAMMED Assistant

Professor of Anwarul Uloom College, energetic support and suggestions throughout the
period of project work. I am grateful to her for defining the problem so precisely, which
enabled me to put the best of my efforts to complete the project.

I express my sincere thanks to the staff and management of AIRTEL

for sharing his valuable time in providing his valuable suggestions, information
and excellent co-operation for the successful completion of our Project

I would like to express our gratitude for all the people, who extended
unending support at all stages of the project.

I am thankful to my parents and all my friends who are co-operated to complete

this project.

Mr. AABID SHEIKH

iv
 ABSTRACT

The study deals with effectiveness advertise and sales activities of Anchor Switches.
This study was conducted to measure the effectiveness of advertisement in creating brand
wariness and brand image, and also to know the impact of sales promotion activities the
customers.

From the study it was found that Anchor Switches was able to create significance
level of brand awareness among the potential customers, and it was the most preferred brand
among its customers. Friends are one of the influencing factors in the purchasing decision
took by the customers it was suggested to review the adverting message and to launch move
offers to meet the varied needs of different sections of the people.

v
 TABLE OF CONTENTS

Chapters Particulars Page No.

1 INTRODUCTION 1-4

2 RESEARCH METHODOLOGY 5-9

3 REVIEW LITERATURE 10-15

4 INDUSTRY PROFILE 16-34

5 COMPANY PROFILE 35-46

6 THEORETICAL BACKGROUND 47-52

7 SWOT ANALYSIS 53-68

8 FINDINGS, SUGGESTIONS & 69-72

CONCLUSIONS

9 APPENDIX 74-75

10 BIBLIOGRAPHY 76-77

vi
 CHAPTER – 1
INTRODUCTION

1
 INTRODUCTION

"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."

Promotion is true that products are manufactured to satisfy the needs of the
consumers.. But alone is not enough. Today the responsibility of the manufacturers does not
cease with physical production whatever may be the nature of the product. The present day
marketers are consumer oriented where it is the duty of the manufacturers to know from
where, when, how and what price the products would be available. Successful marketing
consists in offering the right product of the right price of the right place (and time) with right
promotion.

In course of time, various activities came into vogue designed particularly to help easy
sale of goods. These activities commonly known as promotional Mix. The marketing
communication Mix also called as the “Promotion Mix” consists of four major tools.

1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling

Generally marketing communication is undertaken to pass on the message of a

product or sale to the ultimate consumers. Thus, there are three elements in this process.
or an AIRTEL. The real objective of advertising is effective communication between
producers and consumers. In other words the ultimate purpose all advertising is “Increased
awareness” list of the following specific objectives of advertising.
The process of selling is ensured by personal selling supposed
by advertising and sales promotion. Of these three methods personal selling occupies the
predominant role mainly because of the personal element involves. It may be described as a
personal source rendered to the community in connection with marketing of goods. It is a
marketing process with which consumers are personally persuaded to by goods and services
offered by a manufacturer.

2
FEATURES:
1. It helps to establish a cordial and abiding relationship between the organization and its
customers.
2. It is a creative art. It creates wants a new.
3. It is a science, in the sense that “One human mind influences another human mind”.
4. Personal selling imparts knowledge and technical assistance to the consumers.

Promotion includes all those functions, which have to do with the marketing of a
product all other activities designed to increase and expand the market. But it is clearly
distinguished from advertising and personal selling, through basic aim or all the three is one
and the same viz., to increase the volume of sales.

“Sales promotion in a specific sense, refers to those sales activities that supplement
both personal selling and advertising and co-ordination ate them and help to make them
effective, such as displays, shows and expositions, demonstrations and other non recurrent
selling efforts not in the ordinary routine”.

In a general sense the sales promotion includes “personal selling, advertising and
supplementary selling activities”.
Evaluation of Sales Promotion:

Two decades ago, there was no agreement among the marketing people that there was
a separate sales promotion function. In those days, promotion was a “share- run to gain a
short run good”. The importance of sales promotion is modern marketing has increased
mainly an account of its ability in promoting sales and preparing the ground for future
expansion. The main objective of sales promotion is to attract the prospective buyer towards
the product.

PUBLICITY:
The publicity is derived as “Any form of commercially significant news about a
product, and institution, a service, or a person published a space or radio i.e. not paid for by
the sponsor”. In short advertisement is paid form of publicity. It is to be noted here that

3
though the terms ’ADVERTISING ‘AND ‘Publicity’ or differences in the field of marketing,
both are used interchangeably.
OBJECTIVES:

 To know the customer opinion about tariff rates of Airtel

 To know the brand loyalty of Airtel

 To know the influencing factors of Airtel

 To know the market share of the Airtel

 To know the sources of awareness for the customers

 To identify the customers satisfaction level regarding the advertisement of Airtel.

 To find out the right media for advertising of Airtel in the view of customers.

 To know the impact of advertisement on customers and on sales

 To find out the customer attitude towards advertisement campaign of Airtel.

4
CHAPTER-2

5
 RESEARCH METHODOLOGY

One of the important tools for conducting marketing researching is the availability
of necessary and useful data. Data collection is more of an than science the methods of
marketing research are in a way the methods of data collection. The sources of information
fall under two categories.

Internal sources:

Every company has to keep certain records such as accounts, records, reports, etc.,
these records provide sample information which can organizations usually keeps collecting
in its working.

External sources:
When internal records are insufficient and required information is not available, the
organizations will have to depend on external sources. The external sources of data are:

Primary data;

Primary data are data gathered for a specific purpose or for a specific research
report.

For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper data
collection the questionnaire is divided into 2 sections. Both the sections are meant for the
respondent only.

Secondary data:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history various
products manufacture by its etc.

6
 METHOD OF RESEARCH

SURVEY METHOD:

A survey is a complete operation, which requires some technical knowledge survey

methods are mostly personal in character. Surveys are best suited forgetting primary data.
The researcher obtains information from the respondents by interviewing them.
SAMPLING:
It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group should be
emanative cross section and really “representative” in character. This selection process is
called sampling.

SAMPLE SIZE:

Samples are devices for learning about large masses by observing a few individuals. The
selected sample is 25.

SAMPLING PLAN:

1.SAMPLING UNIT -The business people, professionals are survived

2. SAMPLING PROCEDURE - Stratified random sampling method is chosen.

The data collected from both the primary and secondary sources is tabulated and presented

in a systematic from prior to classification and interpretation.

7
 METHOD OF SAMPLING

RANDOM SAMPLING METHOD:

The method adopted here is random sampling method. A random sample is one
where each item in the universe has as equal chance of known opportunity of being
selected.

RESEARCH INSTRUMENT

QUESTIONNAIRE:

A Questionnaire is carefully completed logical sequence of question directed to a

define objective. It is the out line of what information is required and the framework on

which the data is built upon. Questionnaire is son commonly used in securing market

information that its preparation deserves utmost skill and care.

FORMS OF QUESTIONS

OPEN ENDED QUESTIONS:

They are descriptive in nature. Respondents are allowed to answer in their own
words. Such questions buying the actual opinion of the respondent regarding a product.

CLOSED ENDED QUESTIONS:

They are not descriptive in nature. They will be given certain choices and the

respondents have to choose choice among them. They make analysis easy but sometimes

they restrict the respondents’ choices.

8
TYPES OF CLOSED ENDED QUESTIONS:

DICHOTAMS: a question offering two answers choice.

MULTIPLE CHOICE: a question offering three choices.

RATING SCALE: a scale that rates some attributes from “poor” to “excellent”.

LIMITATIONS OF STUDY

1. Time is the main limitation for the study, as project was restricted only for 1 and
half month.

2. The methods used in this project are random sampling methods and results
obtained may not be accurately fully accurate and believable.

3. The research has been centered to only hundred dealers of Twin City
s(Hyderabad&Secundrabad), rather than innumerable dealers dealing with different
products of different brands across the globe.

4. The analysis is purely based on closed ended questions and due their deliberate
manipulation, important information may be lost and even barriers of
communication would cause a limitation.

5. The whole project research was confined to only Twin

Citys(Hyderabad&Secundrabad).

6. The research was done with the help of employees of the organization for some of
the dealers and their barriers of communication or way to represent the topic
would differ and actual information would be lost.

7. The dealers responded during the survey were possessing primary education and
their views would not be able to provide the required information.

9
CHAPTER – 3

10
 REVIEW LITERATURE

HISTORY OF CELL PHONES

CELLULAR PHONE:

A type of wireless communication that is most familiar to mobile phones users. It's
called 'cellular' because the system uses many base stations to divide a service area into
multiple 'cells'. Cellular calls are transferred from base station to base station as a user travels
from cell to cell.

The basic concept of cellular phones began in 1947, when researchers looked at crude
mobile (car) phones and realized that by using small cells (range of service area) with
frequency reuse they could increase the traffic capacity of mobile phones substantially.
However at that time, the technology to do so was nonexistent.

A cell phone is a type of two-way radio. In 1947, AT&T proposed that the FCC
(Federal Communication Commission) allocate a large number of radio-spectrum frequencies
so that widespread mobile telephone service would become feasible and AT&T would have a
incentive to research the new technology. But there was a gap between the initial concept of
cellular service and its availability to the public. The FCC decided to limit the amount of
frequencies available in 1947, the limits made only twenty-three phone conversations
possible simultaneously in the same service area - not a market incentive for research.

The FCC reconsidered its position in 1968, stating "if the technology to build a better
mobile service works, we will increase the frequencies allocation, freeing the airwaves for
more mobile phones." AT&T and Bell Labs proposed a cellular system to the FCC of many
small, low-powered, broadcast towers, each covering a 'cell' a few miles in radius and
collectively covering a larger area. Each tower would use only a few of the total frequencies
allocated to the system. As the phones traveled across the area, calls would be passed from
tower to tower.

11
INDIVIDUAL INVENTORS & MOBILE PHONE PATENTS:

Radio Telephone System

Inventors: Martin Cooper, Richard W. Dronsuth, ; Albert J. Mikulski, Charles N. Lynk Jr.,
James J. Mikulski, John F. Mitchell, Roy A. Richardson, John H. Sangster

Dr Martin Cooper, a former general manager for the systems division at Motorola, is
considered the inventor of the first modern portable handset. Cooper made the first call on a
portable cell phone in April 1973. He made the call to his rival, Joel Engel, Bell Labs head of
research. Bell Laboratories introduced the idea of cellular communications in 1947 with the
police car technology. However, Motorola was the first to incorporate the technology into
portable device that was designed for outside of a automobile use. Cooper and his co-
inventors are listed above.

By 1977, AT&T and Bell Labs had constructed a prototype cellular system. A year
later, public trials of the new system were started in Chicago with over 2000 trial customers.
In 1979, in a separate venture, the first commercial cellular telephone system began operation
in Tokyo. In 1981, Motorola and American Radio telephone started a second U.S. cellular
radio-telephone system test in the Washington/Baltimore area. By 1982, the slow-moving
FCC finally authorized commercial cellular service for the USA. A year later, the first
American commercial analog cellular service or AMPS (Advanced Mobile Phone Service)
was made available in Chicago by Ameritech.

Despite the incredible demand, it took cellular phone service 37 years to become
commercially available in the United States. Consumer demand quickly outstripped the 1982
system standards. By 1987, cellular telephone subscribers exceeded one million and the
airways were crowded.

Three ways of improving services existed:

 One - increase frequencies allocation

 Two - split existing cells

The FCC did not want to handout any more bandwidth, and building/splitting cells
would have been expensive and would have added bulk to the network. To stimulate the

12
growth of new technology, the FCC declared in 1987 that cellular licensees could employ
alternative cellular technologies in the 800 MHz band. The cellular industry began to research
new transmission technology as an alternative.

WIRELESS PCS TECHNOLOGY:

PCS (Personal Communication Services): Used to describe a newer class of

wireless communications services recently authorized by the FCC. PCS systems use a
different radio frequency, the 1.9 GHz band, than cellular phones and generally use all-digital
technology for transmission and reception.

After the Federal Communications Commission (FCC) declared in 1987 that cellular
licensees could employ alternative cellular technologies in the 800 MHz band, the cellular
industry began to research new transmission technology as an alternative to AMPS
(Advanced Mobile Phone Service) that had been the industry standard since 1978.

In 1988, the (CTIA) was established to work with the cellular service operators and
researchers to identify new technology requirements and set goals. They wanted the new
products and services introduced by 1991, a 1000% percent increase in system capacity with
both AMPS (analog) and digital capability during transmission, and new data features such as
fax and messaging services.

The (TIA) created a standard specification based on the requirements the CTIA had
recommended. The TDMA Interim Standard 54 or TDMA IS-54 was released in early 1991.
The technology was tested that same year in Dallas and Sweden. In 1994, the FCC
announced it was allocating spectrum specifically for PCS technologies at the 1900 MHz
band. Three major standards have been released since 1991. All of these new digital wireless
standards are currently being used in PCS.

13
WIRELESS STANDARDS:

Analog Service: A method of modulating radio signals so that they can carry information
such as voice or data. Analog cellular phones work like a FM radio. The receiver and
transmitter are tuned to the same frequency, and the voice transmitted is varied within a small
band to create a pattern that the receiver reconstructs, amplifies and sends to a speaker. The
drawback of analog is the limitation on the number of channels that can be used.

Digital Service: A method of encoding information using a binary code of 0s and 1s. Most
newer wireless phones and networks use digital technology. In digital, the analog voice signal
is converted into binary code and transmitted as a series of on and off transmissions. One of
digital's drawbacks is that there are three digital wireless technologies, CDMA, TDMA and
GSM. Phones that work with one technology may not work on another.

Time Division Multiple Access (TDMA) is an update to TDMA IS-54, also called
Digital AMPS or D-AMPS. Released in 1994, TDMA IS-136 uses the frequency bands
available to the wireless network and divides them into time slots with each phone user
having access to one time slot at regular intervals. TDMA IS-136 exists in North America at
both the 800 MHz and 1900 MHz bands. Major US carriers using TDMA are AT&T
Wireless Services, Bell South and Southwestern Bell.

CDMA IS-95 (Code Division Multiple Access) is based on a form of spread spectrum
technology that separates voice signals by assigning them digital codes within the same broad
spectrum. CDMA type technology dates back to the 1940s, when spread spectrum technology
was used in military communications systems because it was resistant to interference from
enemy signals. The corporation began developing a CDMA wireless system in the late 1980s
that was accepted as a standard in 1993 and went into operation by 1996. CDMA also exists
at both the 800 MHz and 1900 MHz bands. The major US carriers using CDMA are Air
Touch, Bell Atlantic/Nynex, GTE, Primeco and Sprint PCS.

14
GSM (Global System for Mobile Communications) is based on a improved version of
TDMA technology. In 1982, the Conference of European Posts and Telecommunications
(CEPT) began the process of creating a digital cellular standard that would allow users to
roam from country to country in Europe. By 1987, the GSM standard was created based on a
hybrid of FDMA (analog) and TDMA (digital) technologies. GSM engineers decided to use
wider 200 kHz channels instead of the 30 kHz channels that TDMA used, and instead of
having only 3 slots like TDMA, GSM channels had 8 slots. This allowed for fast bit rates and
more natural-sounding voice-compression algorithms. GSM is currently the only one of the
three technologies that provide data services such as email, fax, internet browsing, and
intranet/LAN wireless access, and it's also the only service that permits users to place a call
from either North America or Europe. The GSM standard was accepted in the United States
in 1995. GSM-1900 cellular systems have been operating in the US since 1996, with the first
network being in the Washington, D.C. area. Major carriers of GSM 1900 include Omnipoint,
Pacific Bell, BellSouth, Sprint Spectrum, Microcell, Western Wireless, Powertel and Aerial.

15
CHAPTER – 4

16
 INDUSTRY PROFILE
VARIOUS SERVICE PROVIDERS IN INDIA
Airtel Limited

Airtel Limited is the Cellular Operator in Tamil Nadu Cellular Circle (Tamil Nadu except
Chennai and including Pondicherry).

Promoters:
Airtel Limited is a part of the Sterling Infotech Group founded by Mr. C. Sivasankaran.

The Sterling Group has been in operation for over 2 decades and is promoting the cause of
stable business opportunities catering to a need-based society thus contributing significantly
to the quality of life for people across the country.

Tracing its roots back to the early 80s, the Sterling Group revolutionized the then infantile PC
Market with the launch of a series of Siva PCs. The Sterling Group Companies include
Dishnet DSL Limited, one of the leading Internet Service Provider in the country and the
only ISP provider offering Digital subscriber line in the country. Sterling Agro Products
Processing Pvt. Limited, a leading exports of gherkins and Fresh & Honest Cafe Limited,
engaged in export of coffee beans and distribution of coffee vending machines.

Technology partners:

The Technology partners of Airtel are Ericsson who provide the Mobile Switching Centers
and Base Stations & Fujitsu who provide the MW Backbone. Airtel has a network of more
than 100 exclusive agents across Tamil Nadu.

17
Launch of services:

Airtel launched its operations in April 1999.

Airtel Digilink India Limited

Airtel Digilink India Limited, provides cellular services in the circles of Haryana, Rajasthan
and UP (East) under the brand name "Essar".

Promoters:
The Essar Group is one of India's leading business conglomerates, with an asset base of over
US$ 4 billion (Rs. 170 billion). The Group is committed to the development of core sector
and infrastructure businesses in India and abroad. Essar Group is actively involved in five
principal businesses viz., Steel, Shipping, Oil & Gas, Power and Telecommunications. Each
of Essar's businesses has been carefully synergised with the others to form one single
integrated whole.

Technology Partners:

The company uses world-renowned technology from Siemens in building and

operating its North Indian Network. ADIL offers a basket of GSM Phase I and Phase II
features. It offers voice, fax, data and other facilities.

Launch of Services:
Airtel Digilink India Limited (ADIL), was incorporated in March 1995 and was
subsequently inducted into the Essar group in 1996.

UP (East): ADIL launched its UP (East) services in May 1997.

Haryana: ADIL's services in Haryana commenced in June 1997.

Rajasthan: ADIL's services in Rajasthan were started in December 1996.

18
Pre-paid Services:
The Company launched its pre-paid services under the brand-name "Tring"

Bharti Cellular Limited

Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai (Metro),
UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP

The company offers services under the brand name "AirTel".

Technology Partners:

AirTel has been immeasurably strengthened by its partnership with British Telecom
U.K. and Telecom Italia of Italy. AirTel services are in technical alliance with Ericsson, has
provided AirTel subscribers with a truly world class network.

Bharti Mobile Limited

Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab under the
brand name "Airtel"

Promoters:
Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.

Technology Partners:
AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the
telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti Enterprises
India.

The Bharti Enterprises, established in 1976, is today a multifaceted organisation and a

leading group involved in the manufacturing and the services sector. Its key focus is on the
marketing and operations of a comprehensive range of telecom services in addition to the
Healthcare sector.

Launch of Services:
19
Karnataka: AirTel launched it's services in Karnataka on May 13,2000. The services in
Punjab started in February 2002.

AirTel is brought by Bharti Enterprises, India's leading telecom conglomerate,

through its company, Bharti Mobile Limited. Bharti Enterprises has revolutionized Indian
telecommunications with its world-class products and services.

Pre-paid Card:
The pre-paid card "Magic" is a nation wide brand.

Bharti Mobinet Limited

Service Area: Chennai (Metro)

Brand Name: Air Tel

Bharti Mobitel Limited

Service Area: Kolkata (Metro)

Brand Name: Air Tel

Bharti Mobitel is the cellular licensee for the Kolkata Metro.

Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in 1976, Bharti
has been a pioneering force in the telecom sector with many firsts and innovations to its
credit. Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom);
Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International
Finance Corporation, USA and New York Life International, USA.

Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the USA.

Pre-paid Services:
The company operates its pre-paid service under the brand name "Magic".

20
Bharti Telenet Limited

Service Area : Himachal Pradesh

Brand Name: Air Tel

BPL Cellular Limited

BPL Cellular Limited (BCL) is the licensee to provide cellular mobile services in the States
of Maharashtra (excluding Mumbai but including Goa), Tamil Nadu (excluding Chennai but
including Pondicherry) and Kerala.

The company offers services under the brand name BPL Mobile.

Promoters:
BPL Cellular Ltd. is a joint venture between, BPL, India's No.1 Consumer durable giant
and AT&T Broadband.

Technology Partners:

A reliable and world-class quality network supported by world's leading technology

vendors like NOKIA, MOTOROLA and LHS. Reliability ensured through 3700 km. Of
Digital Microwave backbone across the 5 states using the latest SDH technology and sound
clarity with EFR technology. The company has in-house technical expertise in RF planning
and initially used the tool Planet, licensed from Mobile Systems International (MSI), to plan
the KR engineering and network design for each of the circles.

Launch of Services:

The company commenced services in January 1997 in Pune, Maharashtra. Since its
first year of operations, the company has been offering a wide range of products and services.

Prepaid Services:
The company's prepaid service is marketed under the brand name "BPL Mobile On
The Spot" (commonly referred to as 'MOTS').

21
BPL Mobile Communications

BPL Mobile is the cellular service provider for the metropolitan city of Mumbai,
New Mumbai & Kalyan Telecom Circles and offers services under the brand of BPL Mobile.

Promoters:

BPL Mobile is a joint venture between the BPL Group and France Telecom. The BPL
Group is widely regarded as a successful, dynamic business house with more than two
decades of successful consumer marketing expertise. It occupies the top slot in terms of
market share in all its areas of operation. The Group has five focus areas: telecom, consumer
electronics, home appliances, components and power. In telecom, the BPL Telecom Business
Group (TBG) has over three decades of expertise in manufacturing, designing and marketing
telecom and IT products and solutions.

Infrastructure Vendors:
Siemens, Motorola and Nokia

Foreign Partners:
France Telecom

Launch of Services:
The company commercially launched its services on October 2, 1995.

Pre-paid Services:
BPL Mobile's prepaid services are marketed under the brand name "MOTS" - Mobile on the
Spot.

Organisation Structure:

22
23
Awards and Recognitions:

2011-12
AIRTEL has won the ‘Most Preferred Cellular Service Provider Brand’ award at the CNBC
Awaaz Consumer Awards in Mumbai. This is 6th year in a row that AIRTEL has won the
award in this category. This year, the awards were based on an exhaustive consumer survey
done by The Nielsen Company. Over 3,000 consumers, spanning 19 cities and 16 states in
India, rated brands across different categories to choose brands which delivered true value for
money.
Bharti AIRTEL has received the prestigious Businessworld-FICCI-SEDF Corporate Social
Responsibility Award 2009-2010. The FICCI Socio Economic Development Foundation
(FICCI-SEDF) and Businessworld CSR award was instituted in 1999 to recognize exemplary
responsible business practices by the Indian industry.
2010-11
Bharti AIRTEL rated as India’s Best Enterprise Connectivity Provider for 2009 at the Annual
Users’ Choice Awards instituted by PC Quest.
Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009 at the
Telecoms World Awards Middle East by Terrapin.
AIRTEL was rated as the ‘Strongest Brand’ in the Economic Times Brand Finance Brand
Power Rating 2009. It is the only Corporate Brand to be awarded the AAA rating

Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for Excellence in
Public Administration, Academics and Management.

AIRTEL ranked second in the Economic Times-Brand Equity Most Trusted Brand Survey
2009.
Bharti AIRTEL ranked India’s second most valuable company, by Business Today in 2009.

Bharti AIRTEL listed in Forbes Asia’s Fabulous 50 companies, 2009 on number sixth
position.

24
Bharti AIRTEL was recognized as the ‘Service Provider of the Year’ and ‘Wireless Service
Provider of the Year’ at the Frost & Sullivan Asia Pacific ICT Awards 2009.

Bharti AIRTEL bagged the Best Carrier India Award and the Ovum Telco-Transformation
Award at the Telecom Asia Awards 2009.

Bharti AIRTEL was ranked sixth among the top 100 best performing technology companies
in the world, compiled by BusinessWeek for the year 2009. The company is placed ahead of
global technology leaders like Apple (19), Microsoft (22) and Google (37) in this exclusive
list.
Sunil Mittal received the Madras Management Association (MMA) Business Leadership
Award for 2008-09 for revolutionising Indian telecom.

Bharti AIRTEL was selected as one of the top 10 winners of the IDC Enterprise Innovation
IT Awards 2009 across APAC region for its BSS Transformation Project.
Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany).

Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the
University of Leeds, UK.

Bharti AIRTEL received the ‘Best Content Service’ Award for the AIRTEL-IFFCO Farmer
Information Dissemination Platform at the World Communications Awards in London.

Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009 at the
Telecoms World Awards Middle East. Telecoms World is one of the flagship annual awards
by Terrapin, one of the leading business media organizations for international telecom
carriers and service providers.

bharti AIRTEL’s low cost computing device AIRTEL Net PC was recognized by Hindustan
Times as one of the ‘Top 9 Best Tech Products of 2009’.

Bharti AIRTEL has been ranked among six best performing technology companies in the
world by Business Week. Bharti AIRTEL was awarded the Most Preferred Cellular
Service Provider Award at the CNBC Awaaz Consumer Awards 2009.
25
Bharti AIRTEL has been awarded the NDTV Profit Business Leadership Award 2009 in
the Telecom Sector. NDTV Profit Business Leadership Awards have been instituted to award
organizational excellence. The awards promise to acknowledge the best, the brightest and the
most dynamic of Indian organizations that have emerged leaders in their respective verticals.
Bharti AIRTEL bagged top honours in the Voice & Data 100 Survey, winning five of the
Voice & Data Telecom Awards 2009. Bharti AIRTEL was named the Top Telecom
Services Provider of the Year 2009. Manoj Kohli, CEO and Joint MD of bharti AIRTEL,
was named the Voice & Data Telecom Person of the Year 2009. The Awards also named
bharti AIRTEL, the Top VSAT Player 2009, the Top NLD Player 2009 and Top Cellular
Services Provider 2009.
Bharti AIRTEL has recently won multiple recognitions in the field of Information
Technology such as Spamhaus Group Whitehat Network Star, Security Strategist Award
(Technology Senate 2009), Intelligent Enterprise Award (Technology Senate 2009) & CIO
hall of fame.
2008-09
Voted India's most innovative company – in a survey conducted by The Wall Street
Journal in 2008.

Winner of the "Gallup Great Workplace Award"- Gallup Consulting, 2008.

"2nd Most Trusted Service Brand" - Annual Economic Times-Brand Equity, Most Trusted
Brands survey 2008.

'Best Content Service Award' for its Farmer Information Dissemination Platform for bharti
AIRTEL’s joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World
Communications Awards 2008.

Best Project Management' Award for its Gujarat e-GRAM project - World
Communications Awards 2008.
"Best Telecom Company" at the NDTV Profit Business Leadership Awards.

Best Carrier India for innovative products & services and efficient cost models and

26
the Ovum Telco-Transformation award recognizing philosophy and execution of a
successful outsourcing strategy at the Telecom Asia Awards 2008.
Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award 2008. The
highest honour in global telecom sector, recognized his tremendous contribution to the
development of India's telecom sector.

Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008" at the
NDTV Profit Business Leadership Awards.

27
Bharat Sanchar Nigam Limited (BSNL):

On October 1, 2000 the Department of Telecom Operations, Government of India

became a corporation and was christened Bharat Sanchar Nigam Limited (BSNL).
Today, BSNL is the No. 1 Telecommunications Company and the largest Public Sector
Undertaking of India and its responsibilities include improvement of the already impeccable

28
quality of telecom services, expansion of telecom network, introduction of new telecom
services in all villages and instilling confidence among its customers.

Responsibilities that BSNL has managed to shoulder remarkably, deftly. Today with
a 43million line capacity, 99.9% of its exchanges digital, nation wide Network management
& surveillance system (NMSS) to control telecom traffic and nearly 3,55,632 route kms of
OFC network, Bharat Sanchar Nigam Ltd is a name to reckon with in the world of
connectivity. Along with its vast customer base, BSNL's financial and asset bases too are
vast and strong. Consider the figures, as they speak volumes on BSNL’s standing:

Telecom Circles Metro Districts

Andaman & Nicobar Telecom Circle Kolkata
Andhra Pradesh Telecom Circle Chennai
Assam Telecom Circle Project Circles
Bihar Telecom Circle Eastern Telecom Project Circle
Chattisgarh Telecom Circle Western Telecom Project Circle
29
 Gujarat Telecom Circle Northern Telecom Project Circle
Haryana Telecom Circle Southern Telecom Project Circle
Himachalpradesh Telecom Circle IT Project Circle, Pune
Jammu & Kashmir Telecom Circle Maintenance Regions
Jharkhand Telecom Circle Eastern Telecom Maintenance Region
Kerala Telecom Circle Western Telecom Maintenance Region
Madhya pradesh Telecom Circle Northern Telecom Maintenance Region
Maharashtra Telecom Circle Southern Telecom Maintenance Region
North East-1 Telecom Circle Specialized Telecom Units
North East-11 Telecom Circle Date Networks
Orissa Telecom Circle National Centre for Electronic Switching
Punjab Telecom Circle Technical & Development Circle
Rajasthan Telecom Circle Quality Assurance
Tamil Nadu Telecom Circle Production Units
UP (East) Telecom Circle Telecom Factory, Mumbai
UP (West) Telecom Circle Telecom Factory, Jabalpur
Uttaranchal Telecom Circle Telecom Factory, Richhai
West Bengal Telecom Circle Telecom Factory, Kolkata
Training Institutions Other Units
Advanced Level Telecom Training Centre Telecom Stores
B.R. Ambedkar Institute of Telecom Railway Electrificatiion Poject
Training
National Academy of Telecom Finance and Telecom Electrical Wing
Management
Regional Telecom Training Centers

Escotel Mobile Communications:

Escotel Mobile Communications operates cellular phone services in state circles of Uttar
Pradesh (West), Haryana and Kerala.

The company offers cellular services under the brand name of Escotel.

30
Promoters:
Escotel Mobile Communications is a joint venture company between Escorts Limited and the
First Pacific Company Limited of Hong Kong. Escorts Limited has 51 per cent equity stake
in Escotel, while First Pacific holds 49 per cent.

First Pacific Company Limited with a market capitalization of $2 billion and a turnover of
$2.9 billion is a global corporation that operates in 20 countries. It has interests in
telecommunication, banking, real estate and marketing. The company employs over 50,000
people worldwide. First Pacific has been a pioneer in bringing digital cellular technology in
Hong Kong and now operates the biggest and fastest growing telecom business in
Philippines.

Escorts Limited is the flagship company of the Rs. 34 billion Escorts Group. The Escorts
Group is a diversified conglomerate with agri-machinery, bi-wheelers, earth-moving
equipment, financial services, health services, auto components, telecommunication
equipment and services as its focus areas. It has modern manufacturing facilities and an
extensive marketing network spread nationwide.

Technology Partners:

The technology partners of Escotel are Lucent Technologies (formerly Bell Labs) & Sema
Group Telecom, UK

Launch of Services:

Escotel commenced operations in December 1996/ January 1997 and was the first to launch
its service in all the three circles.

Pre-paid Services:

31
The Pre-paid card in Kerala is known as Let's Talk and it is called V-Tel in UP (W) and
Haryana.

Hexacom India Limited

Hexacom India Ltd. is the cellular licensee of Rajasthan and operates under the brand name
"Oasis Cellular"

Promoters:
Hexacom India Ltd. has been promoterd by a consortium of Telecom majors including
Shyam Telecom Limited (STL), Telecommunications Consultants India Limited (TCIL) and
Telesystems International Wireless (TIW), Canada.

TCIL is a public sector unit under the Ministry of Communications. One of the leading
telecom companies, it is the only Government agency to have a presence in the cellular
market. TCIL has projects in over 30 countries.

Shyam Telecom Limited is an ISO 9001 company and one of the largest suppliers of radio,
microwave and other telecom equipments in India, with established research and
development expertise and a strong export arm. STL is the licensee to provide basic telecom
services in Rajasthan and it is all set to start operations with the brand name "Tele Links".

Foreign Partner:

The principle foreign partner in the consortium, TIW is the international arm of
Telesystem Limited, Canada's largest telecom organisation in the private sector. TIW is
dedicated to wireless operations, basic services and is a specialist in high growth markets.
TIW is also a leading provider of trunked mobile radio services in France and the UK, as well
as paging services in Mexico and the Netherlands.

IDEA Cellular Limited

IDEA Cellular Limited, formally known as Birla Tata AT&T Communication Limited is
the cellular operator in the circles Maharashtra, Gujarat, Andhra Pradesh, Madhya Pradesh
and Delhi (Metro) under the brand name "IDEA".

32
Technology Partners:

Technologically Birla AT&T Communication Limited has adopted the superior CME-
20 system architecture from Ericsson –one of the largest manufacturers of GSM equipment in
the world.

Launch of Services:

The cellular service was launched in the Gujarat circle in January 1997 and in the
Maharashtra Circle (excluding Mumbai, including Goa) in March 1997.

Established in 1947, the Aditya Birla Group is on of the leading business houses in
India. The Group has its presence across various sectors including cement, viscose staple
fibre, engineering, textiles, power, telecommunication, industrial chemicals, petroleum and
financial services.

AT&T is the largest telecommunication company in the world offering a complete range of
communication services. AT&T started its operations in 1885 and is present in over 200
countries. In the United States – its parent country, AT&T Corp. is a leading long –distance
carrier, wireless operator and provider of video data and Internet services.

Pre-paid card:
The Idea Cellular Pre-paid Card is called as "Idea Chitchat".

Mahanagar Telephone Nigam Limited

The company is the cellular licensee of the Delhi (Metro) and Mumbai (Metro) under
the brand name "Dolphin".

Launch of services:
The Company launched its services on February 2001 in both the Delhi and Mumbai metros.

33
Pre-paid Services:
The pre-paid card is called "Trump".

Reliance Telecom Limited

Reliance Telecom limited is the Cellular Services Operator in seven circles - Bihar, Orissa,
Madhya Pradesh, Himachal Pradesh, West Bengal, Assam and North-East. The licence area
includes 13 states covering more than 35 % of India's landmass and 33 % of India's
population. The company offers its services under the brand name of Reliance Mobile.

Promoters:
Reliance Telecom limited has been promoted by India's largest private sector company,
Reliance Industries limited with a minority equity participation by Bell Atlantic - Nynex Inc.

Reliance Telecom's major coverage lies in the eastern region of the country, where
there is an opportunity to supplement the existing fixed line network which has remained
underdeveloped due to historical reasons. Reliance Telecom has been successful in a short
span of time in setting up network and providing cellular services across seven Circles.

Technology Partners:

The MSCs for Reliance Mobile have been supplied by Ericsson , BSC/ BTS by
Motorola and the Billing System by Siemens Nixdorf. Reliance Telecom Limited offers
services such as post-paid service, prepaid card, voice mail, roaming and inter - city cellular
service. With networks covering six contiguous circles in Central and Eastern India.

RPG Cellular Services Limited

RPG Cellular is the cellular licensee for the Chennai Metro and operates under the brand
name "RPG Cellular".

Promoters:
The RPG Group has promoted RPG Cellular Services Ltd (RCSL) in association with two of
the largest GSM cellular operators in the world - AirTouch Communications Inc., U.S.A.
and Vodafone Group Plc., U.K.

34
AirTouch is one of the world's largest wireless communication companies with global
interests in cellular, paging and personal communications services. The Company is the
largest cellular service operator in the world with over 17 million subscribers.

Vodafone is a leading global provider of mobile telecommunications services in U.K. and

Australia and several other countries across Europe and Asia and has over 10 million
customers worldwide. The Company also has participation in the Globalstar Satellite
Communication System.

35
.CHAPTER – 5

36
 COMPANY PROFILE

INTRODUCTION

"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."

Sunil Bharti Mittal (Group Chairman and Managing Director)

Bharti Enterprises has been at the forefront of technology and has revolutionised
telecommunications with its world-class products and services.

Established in 1985, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit, ranging from being the first mobile service
in Delhi, first private basic telephone service provider in the country, first Indian
company to provide comprehensive telecom services outside India in Seychelles
and first private sector service provider to launch National Long Distance Services
in India. As of October 31, 2004, Bharti had approximately 9.83 million total
customers – nearly 9.06 million mobile and 776,000 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, Rajasthan, Tamil
Nadu, Uttar Pradesh (East) circle, Uttar Pradesh (West) circle and Jammu &
Kashmir. In addition, it also has a fixed-line operations in the states of Madhya
Pradesh and Chattisgarh, Haryana, Delhi, Karnataka and Tamil Nadu and
nationwide broadband and long distance networks.

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.

37
 1.Group overview

2. Group structure

Introduction

Bharti Teletech, the manufacturing arm of Bharti Enterprises, with an installed capacity of 5
million telephone sets per annum, is India's leading manufacturer of high quality telephones.

Today Bharti Teletech is the major PTT supplier in South Asia. It has ISO 9002 accreditation
and also an OEM for Sprint Corporation and Siemens. It's range of products marketed under
the brand name Beetel constitute a 30% market share in India thereby making it the market
leader in the domestic market.

Bharti Teletech has also found a growing market in Russia, Singapore, Sri Lanka, Romania,
Bahrain, Qatar, Jordan, Dubai, Yemen, Oman, Uganda, Nigeria, Tanzania, Seychelles,
Zimbabwe, South Africa and USA.

38
 Connecting India - Growing Presence

Pre-4th Post-4th
1999
Licence Licence
Number of Mobile Circles 2 5 19
Number of Fixed-Line Circles 1 1 6
Population covered in our licensed area (%) 2% 16% 58%
Area covered in our licensed areas (%) 2% 16% 56%
Wireless Coverage Area(% of Mobile
16% 38% 96%
Customers covered)

 The largest private sector integrated telecommunications services group in

India in terms of the number of customers.

 Largest Mobile footprint in India, covering 18 of the 23 licensed areas.

 Proven track record of managing growth - both organic as well as by way of

acquisitions.

 First and largest private telecommunications services company offering

39
 fixed-line services in India.

 Existing foreign shareholders have acquired direct and indirect equity

interests in the Company for a total consideration exceeding US$1 billion.

 First private telecommunications company to launch long distance services.

 First off the block to launch fixed-line services in all the four circles of
Delhi, Haryana, Karnataka and Tamil Nadu.

CORPORATE STRUCTURE

40
MANAGEMENT STRUCTURE

41
The group has been structured to create functional and operational specialisation with a
linear vision of business lines and functional areas.

The Company is headed by Chairman and Group Managing Director- Sunil Bharti Mittal
who is assisted by two Joint Managing Directors- Akhil Gupta and Rajan Bharti Mittal. The
Company also has two Presidents- President Mobile Services and President Infotel Services,
this responsibility includes Fixed-line, Long Distance and Broadband Services. The
Presidents report to the Group Chairman and Managing Director. The head of units and
SBUs report to the respective business's President.

An apex team of Corporate Directors has been constituted. The corporate directors have
supervisory and strategic responsibilities for functional areas across business lines. The
directors oversee functional areas including Business Development, Human Resources,
Marketing, Corporate Communication, IT & Technology, Finance, Legal, Corporate Affairs,
Corporate Strategy & Planning and Supervisory Director cum Chief Mentor - mobility.

42
The organisation structure is designed to ensure that identical businesses are run along
similar lines and best resources in any functional field, be tapped to serve the best interests
of the entire group.

The structure also defines the role of the Head of the units who are totally empowered to
manage their respective companies and are fully responsible for business operations to build
world-class organizations with a high degree of customer focus.

BOARD OF DIRECTORS
MR. SUNIL BHARTI MITTAL

Footprint

43
Mobile Division
Overview

Bharti Tele-Ventures vision for its mobile business is “To make mobile communications a
way of life and be the customers first choice”.

The mission is to meet the mobile communication needs of the customer through 1) error free
service 2) Innovative products and services and 3) cost efficiency. The Company’s strategic
objective is to consolidate its leadership position amongst the mobile service providers in
India.

The Indian mobile market, according to the COAI, has increased from approximately 1.2
million subscribers as of March 31, 1999 to approximately 34.77 million subscribers as of
October 31, 2004.

Despite this rapid growth, the mobile penetration rate in India, at approximately 3.4% as of
October 31, 2004, is significantly lower than the average mobile penetration rate in other
Asian and international markets.

The number of mobile subscribers in India is expected to show rapid growth over the next
four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.

Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
grow rapidly as a result of the following factors:

 Lower tariffs and handset prices over time;

 Growth in pre-paid customer category;

 Greater economic growth and continued development of India's economy;

 Higher quality mobile networks and services; and

 Greater variety and usage of value added services.

44
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all
the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.

As of October 31, 2004, approximately 96% of India's total mobile subscriber market resided
in the Company's nineteen mobile circles, which collectively covered only 56% of India's
land mass.

Mobile Footprint

The map below depicts the location of, and provides certain information for, Bharti Tele-
Ventures' existing mobile circles in India:

45
Source:
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001. The
population for Uttar Pradesh (West) circle is approximately 37% of the total population for
the state of Uttar Pradesh.

(2) Wireless subscriber statistics are as of Oct 31, 2004 and are based on data released by
COAI. Wireless market size comprises the total number of wireless subscribers of all the
service providers in a circle.

(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state
capitals (metros) Mumbai and Chennai respectively.

(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in
Delhi & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not
include Noida & Ghaziabad as they are included in Delhi NCR.

The significant growth in the Company's mobile business has been through a combination of
organic growth and acquisitions of additional licenses and has been summarized below. The
information given below is for the total market and is not representative of our market share
or network coverage.

As of Oct 31,
As of March 31,

1999(1) 2000(2) 2001(3)

Number of Mobile licenses held by us 23
2 4 5
Total mobile subscribers in India (in millions) 34.77
1.12 1.88 3.58
Market mobile subscribers in our license areas(5) (in millions) 33.40
0.21 0.57 1.28
Percentage of market mobile subscribers to total mobile subscribers
96%
in India 18% 30% 36%

Introduction

Bharti Telesoft, the telecom and e-commerce venture of Bharti Enterprises , India has
maintained a very close track on technology and new services to help its customers and

46
partners thrive on change. Bharti Telesoft is an Indian software company with a clear
distinction. As part of India's largest telecom group, it is uniquely able to harness rich domain
experience to the customer's benefit. Instead of being an IT company providing telecom
solutions, we pride ourselves in being just the opposite!

Bharti Telesoft is fast on the way to attaining a position of leadership in the IT world, through
its clear focus on telecom, backed by rich domain expertise. The company has one of the best
development facilities in the country, and has offices in India, United States and United
Kingdom.

Bharti Healthcare

The corporate ethos of providing the best to our customers carries extra relevance when it
comes to healthcare products. One sector where quality implies the saving of lives and the
promotion of healthy living. Offering quality support to the pharmaceutical industry, Bharti
Healthcare has been engaged in the manufacture of empty hard Gelatine capsules since 1982.

ABOUT AIRTEL

Airtel comes to you from Bharti Cellular Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. Bharti Enterprises has been at the forefront of
technology and has revolutionized telecommunications with its world class products and
services. Established in 1976, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit. Bharti has many joint ventures with world leaders
like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure
find, Mauritius; International Finance Corporation, USA and New York Life International,
USA.

Bharti provides a range of telecom services, which include Cellular, Basic, Internet and
recently introduced National Long Distance. Bharti also manufactures and exports telephone
terminals and cordless phones. Apart from being the largest manufacturer of telephone
instruments in India, it is also the first company to export its products to the USA.

Bharti is the leading cellular service provider, with a footprint in 15 states covering all four
metros. It has over four million satisfied customers.

47
So come explore the making of the brand which touches the lives of 600 million people
across 16 states of India. From the meaning of our logo to downloadable goodies for your
computer, it's all here

BRAND&ADVERTISING:

For a brand to be successful, it must build enduring relationships with its different audiences.
Integral to this relationship is the visual image of the brand the consumer carries in his/her
mind. The Airtel brand image is created through the consistent application of a carefully
developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's
visual identity helps create instant brand recall and strengthens the relationships that its
audiences have with it.

The Airtel visual identity has different elements that work together to create a strong and
consistent identity for the brand. The most important of these are:

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always
ahead of the rest. It is a specially drawn wordmark.

The Airtel Image style

It incorporates two solid, red rectangular forms whose counterform creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's
leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.. The
words 'Express Yourself' are very much part of the brand identity.

The Airtel Colour Palette

The lettering is grey so that the pure black of Airtel is visually unharmed.
48
DESKTOP DOWNLOADS:
Here's some cool downloads to liven up your desktop.
Go ahead... Express Yourself.

CHAPTER – 6

49
 THEORITICAL BACKGROUND
SALES PROMOTIONAL ACTIVITIES

Promotion is true that products are manufactured to satisfy the needs of the
consumers.. But alone is not enough. Today the responsibility of the manufacturers does not
cease with physical production whatever may be the nature of the product. the present day
marketers are consumer oriented where it is the duty of the manufacturers to know from
where, when ,how and what price the products would be available. Successful marketing
consists in offering the right product of the right price of the right place (and time) with right
promotion.

In course of time, various activities came into vogue designed particularly to help easy
sale of goods. These activities commonly known as promotional Mix. The marketing
communication Mix also called as the “Promotion Mix” consists of four major tools.

1.Advertising.
2.Sales Promotion
3.Publicity
4.Personal Selling

MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertake to pass on the message of a product
or sale to the ultimate consumers. Thus, there are three elements in this process.

IMPORTANCE OF ADVERTISING:
The purpose of advertising is motivating but to sell something a product, a service or
an AIRTEL. The real objective of advertising is effective communication between producers
and consumers. In other words the ultimate purpose all advertising is “Increased awareness”
list of the following specific objectives of advertising.
To make on immediate AIRTEL
To build primary demand
To introduce a price deal
To inform about a products availability

50
 To increase market share
To help salesman by building on awareness of a product among retailers
To increase the frequency use of a product.
To build overall company image
To build brand recognition

PERSONAL SELLING
The process of selling is ensured by personal selling supposed
by advertising and sales promotion. Of these three methods personal selling occupies the
predominant role mainly because of the personal element involves. It may be described as a
personal source rendered to the community in connection with marketing of goods. It is a
marketing process with which consumers are personally persuaded to by goods and services
offered by a manufacturer. The most powerful element in the promotional mix is salesman
ship, is not something very new. Even centuraries ago salesman ship was practiced in Greece
and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use modern
technique of selling.

FEATURES:
5. It helps to establish a cordial and obiding relationship between the organization and its
customers.
6. It is a creative art. It creats wants a new.
7. It is a science, in the sense that “One human mind influences another human mind”.
8. Personal selling imparts knowledge and technical assistance to the consumers.

SALES PROMOTION
Promotion includes all those functions which have to do with the marketing of a
product all other activities designed to increase and expand the market. But it is clearly
distinguished from advertising and personal selling, through basic aim or all the three is one
and the same viz., to increase the volume of sales.

Sales Promotion :
 Contests, Games

51
  Sweep stakes, Lotteries
 Premiums
 Sampling
 Fairs and Trade shows
 Exhibs
 Demonstrators
 Couponing
 Rebates
 Low interest Financing
 Entertainment
 Trade – in – allowances
 Trade stamps

“Sales promotion in a specific sense, refers to those sales activities that supplement
both personal selling and advertising and co-ordinationate them and help to make them
effective , such as displays, shows and expositions, demonstrations and other non recurrent
selling efforts not in the ordinary routine”.

In a general sense the sales promotion includes “ personal selling, advertising and
supplementary selling activities”.
Evaluation of Sales Promotion :

Two decades ago, there was no agreement among the marketing people that there was
a separate sales promotion function. In those days, promotion was a “share- run to gain a
short run good”. The importance of sales promotion is modern marketing has increased
mainly an account of its ability in promoting sales and preparing the ground for future
expansion. The main objective of sales promotion is to attract the prospective buyer towards
the product.
PUBLICITY
The publicity is derived as “Any form of commercially significant news about a
product, and institution, a service, or a person published I a space or radio i.e. not paid for by
the sponsor”. In short advertisement is paid form of publicity. It is to be noted here that

52
though the terms ’ADVERTISING ‘ AND ‘ Publicity’ or differences in the field of
marketing, both are used interchangeably.

The media are broadly classified into direct indirect. Direct method of advertising
refers to such methods used by the advertiser with which he could established a direct contact
with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc.

Press Publicity:

This remains the most popular method of publicity to day. News papers and magazines
have become a part of cultural and political life of the people. Now press publicity takes two
forms.
(a) News Papers
(b) Magazines

(a) New papers:

The abbreviation for news papers is “ North. East, West, South past and present event report”.
News papers are bought largely for their news value. As such they are appropriate for
announcing new products and new development of existing products. Because of their
frequency of publication, they are also well suited to opportunity makers, the various
advantages may be summed up as follows :

 They reach nook and corner, so their coverage is high.

 High frequency enables speedy preparation and publcation of advertisement.

 News papers offer a lot of flexibility. According to the convenience and necessity of
the advertises the shape and size of advertisement could be changed.

 Advertising in news papers is a cheap method of advertising from the company point
of view.

The news papers advertising sponsor four kinds of advertising

 Classified advertisement EX : House for sale” etc.,

53
  General advertisement
 Teaser advertisement
 News type advertisement

(b)Magazines:
Another media under press publicity is magazines, and journals. They also offer good
facility because magazines are read leisurely when the reader mentally prepared to receive the
advertisement.

Magazines are periodicals ( periodicals of publication is regular ) but different from news
papers in two respects. One is that it pre-selects, its readership through the nature its content:
as mentioned above they are read leisurely magazines, as a group may be subdivided from the
point of view of advertisers as follows :

Kinds of out-door publicity:

Rural Advertising :

It refers to posters which are often posted on walls. The size of such poster would be
big and might contain pictures etc. It is often found in cinema advertising.

Advertisement boards :

These advertisement or posters but are kept at certain fixed places especially at points.
Where people frequently assemble bus stages, railway stations etc., offer good places for this
kind of advertising.

Vehicular Advertising :

This refers to moving advertisements. These advertisement on moving vehicle such as

buses and railway trains offer examples of this. This type of advertising has such a very large
circulation and is considered to be very effective.

54
CHAPTER –7

55
 SWOT ANALYSIS
Table 1 :
FACTORS NO.OF RESPONDENTS PERCENTAGE
FRIENDS 11 22%
FACTORS NO.OF RESPONDENTS PERCENTAGE
ADVERTISEMENTS 10 20%
26
30
GOODWILL/FAME
EMPLOYEES 14
15 28%
30%
PERSONAL
25 CHOICE 15 30%
BUSINESS PERSONNEL 26 52%
TOTAL 50 100%
20 15
PROFESSION 3 6%
15
STUDENTS 6 12%
6
10
3
TOTAL 50 12%
100%
5 30% 52% 6%
Graph 1:
0
Employees Business Profession Students

NO.OF RESPONDENTS PERCENTAGE

Interpretation :According to my survey, it can be seen from the above table that indicates
Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%) and Students 6
(12%), are preferring to purchase AIRTEL.

Table 2:

BAR GRAPH REPRESENTING THE TYPES OF CONSUMERS OF

PURCHASE OF AIRTEL GRAPH -2

56
 Blue Pie Graph representing influencing factors to purchase of

AIRTEL
Interpretation :As per my survey, the above table reflects that Friends 11 (22%),
Advertisements 10 (20%), Goodwill/Fame 14 (28%), Personal Choice 15 (30%) are the
factors influencing to purchase of AIRTEL.The following table indicates the level of
satisfaction of consumers towards the purchase of AIRTEL.

57
 Table 3:

NO.OF
ATTRIBUTES PERCENTAGE
RESPONDENTS
VERY GOOD 5 10%
GOOD 20 40%
AVERAGE 19 38%
SATISFACTORY 6 12%
TOTAL 50 100%

PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF

SATISFACTION OF CONSUMERS IN VIEW OF PRICE Graph 3

Interpretation: The following table indicates the level of satisfaction of consumers

towards the purchase of AIRTEL.

58
 Table 4:

Attributes No. of Respondents Percentage

Very Good 10 20%
Good 21 42%
Average 16 32%
Not Satisfied 3 6%
Total 100 100%

THE FLOATING GRAPH REPRESENTING SERVICES OF AIRTEL TO THE

CONSUMERS GRAPH 4:

Interpretation: The following table indicates the services of AIRTEL to the

consumers.

59
TABLE: 5

THE BRAND PREFER BY THE CUSTOMER:

S.NO Options No. of respondents Percentage

1. Airtel 30 40

2. BSNL 20 27

3. VODAFONE 15 21

4. IDEA 10 12

Total 75 100

Graph – 5:

Interpretation:
 From the above table it observe red that 40% of respondent’s are welcomed with the
Airtel subscription.
 27% of respondents prefer the BSNL.
 21% of the respondents are preferred to VODAFONE.
 12% of respondents are preferred to IDEA.

60
TABLE 6:

REASONS FOR PREFENCE OF BRANDS:

SL.NO OPTIONS NO.OF RESPONDENTS PERCENTAGE

1. Quality 26 35

2. Brand name 24 32

3 Tarief 16 21

4 Others 9 12

Total 75 100

Reasons for prefernce of Brand

40 35
35 32
30
25 21
20
15 12
10
5
0
Quality Brand name Tarief Others

Interpretation:

 From the above table we can observe that 35% of respondents select the brand for quality.
 32% of them prefer due to brand name.
 21% of them due tariff plans.
 12% of them select due to package, schemes etc.
 Most of respondents preferring the quality of the Airtel.

61
 Table 7:
Preference rate of customers for purchasing Airtel Sims
Sl.no Options No. of respondents Percentage

1 Yes 51 68

2 No 24 32

Total 75 100

Graph 7:

Interpretation:

 From the above table we can observe that 68% of respondents are ready to buy the Airtel
sims.
 32% of respondents are saying to buy the Airtel.
 Most of the customers are ready to buy the Airtel

62
Table 8:

Sl.no Options No. of respondents Percentage

Advertisement 22 29

Dealers 28 38

Friends 15 20

Family 10 13

Total 75 100

Influencing factors for purchasing Airtel Sim Cards

Graph 8:

Factors Influencing for purchase of

AIRTEL
38
40
35 29
30
25 20
20 13
15
10
5
0
t

ily
rs

s
en

nd
le

m
em

ea

ie

Fa
Fr
s

D
rti
ve
Ad

Interpretation:
 From the above table it refers that 38% of respondents are influenced through the
Dealers.
 29% of respondents are influenced through the Advertisement
 20% of respondents are influenced through the Friends
 13% of respondents are influenced through Family.

63
TABLE 9: RATE OF INFLUENCE THROGH ADVERTISEMENT

Sl.no Options No. of respondents percentage

1 Very much influenced 10 13

2 Some what 35 28

3 Not influenced 20 26

4 Not at all 10 13

Total 75 100

Graph 9:

Rate of influence through Advertisement

30 28
26
25
20
15 13 13

10
5
0
Very much Some what Not Not at all
influenced influenced

Interpretation:

 From the above table determines that 28% of respondents

 Are somewhat influenced.
 26% of respondents were not influenced.
 13% of respondents were Very much influenced.
 13% of respondents were Not at all influenced.
 Most of the respondents are somewhat influenced to buy by Advertisement effect.

64
TABLE 10: SATISFACTION LEVEL OF ADVERTISEMENT

Sl.no Options No. of respondents percentage

1 Very much satisfied 10 13

2 Some what satisfied 35 28

3 Not satisfied 20 26

4 Not at all 10 13

Total 75 100

Graph 10 :

Satisfaction level of Advertisement

30 28
26
25
20
15 13 13
10
5
0
Very much Some what Not satisfied Not at all
satisfied satisfied

Interpretation:

 From the above table we can observer that 28%of respondents are Some what satisfied
with Advertisement.
 26% of them are not satisfied with Advertisement
 13% of respondents are very much satisfied.
 13%of them are not at all satisfied.
 Most of the customers are some extent satisfied with Advertisement.

65
TABLE 11:CUSTOMER OPINION OF MEDIA ON TELECOMMUNICATION

SL.NO Options No. of respondents percentage

1. Electronic media 30 40

2. Print media 10 13

3 Magazines 10 13

4. Hoardings 25 34

Total 75 100

Graph 11 :

customer opinion of Media on Telecommunication

50
40
40 34
30
20 13 13
10
0
Electronic Print media Magazines Hoardings
media

Interpretation:

 From the above table it found that 40% of respondents are opined the Electronic media

for Advertising of telecom companys.

 34% of respondents they go for Hoardings.

 13% of respondents prefer Print media.

 13% of respondents prefer the magazines.

 At most of the respondents are preferred to Electronic media

66
TABLE 12:AIRTEL ADVERTISING THROUGH OUTDOOR MEDIA

SL.NO Options No. of respondentsPercentage

1. Yes 54 68

2. No 21 32

Total 75 100

Outdoor media Advertising

32
Yes
No

68

Interpretation:
 From the above table illustrates the preference of the customers for Outdoor
Advertising of Airtel .
 68% of respondents answered YES.
 Whereas 32% said NO for Out door Media.
 It shows us that most of the customers are preferring the Outdoor Media.

67
Table 13:SUFFICENCY RATE OF ADVERTISING THROUGH OUTDOOR

Sl.no Options No. of respondents Percentage

1. Very much 28 37

2. Some what 22 29

3. Not Sufficient 14 19

4. Not At all 11 15

Total 75 100

Most of the respondents are agreed with the Outdoor Media

Sufficency rate of Advertisement

through Outdoor

40 37
35 29
30
25 19
20 15
15
10
5
0
Very much Some what Not Sufficient Not At all
Sufficient

Interpretation:
 From the above table it informs that 37% of respondents feel that is very much
Sufficient to do Advertise through Outdoor Media.
 29% of respondents are feel it is Some what Sufficient.
 19% of respondents feel that is Not sufficient.
 15% of respondents feel it is Not at all sufficient for Outdoor media.

68
TABLE 14:INFLUENCE THROUGH THE OUTDOOR MEDIA
Sl.no Opinion No. of respondents Percentage
1. Very much 32 43
2. Some what 21 28
3. Not influence 12 16
4. Not at all 10 13
Total 75 100

Influence through Outdoor Media

50
43
40
28
30

20 16
13
10

0
Very much Some what Not influence Not at all

Interpretation:
 From the above table it is observed that 43% of respondents are very much
influenced through outdoor media.
 28% of respondents are somewhat influenced.
 16% of respondents are not influenced.
 13% of respondents are feeling Not at all influenced by Outdoor media.

69
TABLE 15:LOCATION OF AIRTEL COMPANY ADVERTISEMENT
Sl.no Options No. of respondents Percentage

1. Hoardings 38 51

2. Adv on walls 21 28

3. Adv on Buses 12 15

4. Others 04 06

Total 75 100


Location of Airtel Company
Advertisement

60 51
50
40
28
30
20 15
10 6
0
Hoardings Adv on wallsAdv on Buses Others

Interpretation:

 From the above table 51% of respondents saw the Advertisement of Airtel telecom on
Hoardings.
 28% of respondents are seen on Walls.
 15% of respondents are saw ion the Buses.
 06% of respondents are saying they saw Advertisement on others like Magazines,
Flex-boards.
 Most of the respondents are going through the advertisement of Airtel by hoardings

70
CHAPTER –8

71
 FINDINGS, SUGGESTIONS & CONCLUSIONS

FINDINGS

 The company is advertisement is not fair and is not reaching to all people.

 The advertisement is difficult to understand.

 AIRTEL is not concentrating on the promotional activities for the customers and for

the retailers.

 AIRTEL is not giving gifts for the customers.

 The company is not concentrating on other types of advertising media.

 The package design is not communicative and eye catching, so package design and

color have to blend harmoniously to make the package communication effective.

 Network is not reaching to rural villages.

 Talk time is very less in Prepaid Cards.

 The company is not conducting road shows so as to get awareness in the public about

the product and services.

 Improve the marketing personnel and they should give full knowledge to the

customers and retailers.

 AIRTEL must improve their personnel selling direct contacting customers to give

awareness of their products.

72
 SUGGESTIONS

 AIRTEL is not giving gifts for the customers.

 The company is not concentrating on other types of advertising media.

 The package design should be communicative and eye catching, so package design
and color have to blend harmoniously to make the package communication effective.

 Network should be expanding to rural villages.

 Talk time must be increased in Prepaid cards.

 Reduce the Tariff rates to increase the market share.

 The company should conduct road shows so as to get awareness in the public about
the product and services.

 Improve the marketing personnel and they should give full knowledge to the
customers and retailers.

73
 CONCLUSIONS

 Reduce the Tariff rates to increase the market share.

 AIRTEL is not concentrating on the promotional activities for the customers and for

the retailers.

 Improve the marketing personnel and they should give full knowledge to the
customers and retailers.
 AIRTEL is not giving gifts for the customers.

 The company is not concentrating on other types of advertising media.

 Network should be expanding to rural villages.

 Talk time must be increased in Prepaid cards.

 Reduce the Tariff rates to increase the market share.

The company should conduct road shows so as to get awareness in the public about the product and

services

74
CHAPTER –9

75
 APPENDIX
QUESTIONNAIRE
1. Name:

2. Occupation:
Employee Business Profession Student

3. Address for Communication:

4. Monthly Income (or) Income Level

2000-4000 4000-8000
8000-12000 More than 12000

5. Are you the user of Mobile?

Yes No

6. Mobile Number:

7. If yes which connection you had?

Airtel Others
Relience Idea Hutch

8. If you have Airtel Connection, how are their services?

Very god Good Average Not Satisfied

9. Are you satisfied with Airtel pulse rate

Yes No

10. You are pre-paid customer (or) post –paid customer?

Prepaid Postpaid

11 If postpaid you are satisfied with Airtel rental plans?

Yes No

12. If pre-paid how much your monthly expected recharged amount ?

13. From available denominations which is your favorite denomination ?
14. Who influenced you to take Airtel connection?
Advertisement Friends/Relatives
76
 Goodwill/Fame Personal Choice

15. What type of promotional activity you preferred in purchasing Airtel?

Advertisement Publicity Sales Promotion Word of Mouth

16. Which of the connection that you most prefer by advertisements?

Airtel Reliance Idea Hutch

17. Specify your level of satisfaction?

Very
Good Average Satisfactory
Good
Maintenance
Price
Performance
After Sales Service

18 . Do you feel whether it is sufficient to do Advertise throw Outdoor.

a)Very much sufficient b)Some what sufficient)Not sufficient d)Not at all.

19. According to you, Will Outdoor Adv Influence the customers?

a) Very much Influence b) Some what Influence c) Not Influence d) Not at all.

20. Do you recall the Advertisement of Airtel, whenever you purchase sim cards?

a) Yes b) No

21. DO you feel that airtel also give Advertisement in Television?

a) Yes b) No

22. Your opinion on AIRTEL and any suggestions on its Advertisement.

77
CHAPTER –10

78
 BIBLIOGRAPHY

COMPANY PROFILE ---- www.bharti.com

PRINCIPLES OF MARKETING

MANAGEMENT ---- PHILIP KOTLER

MODERN MANAGEMENT ---- R.S.N.PILLAI

NEWSPAPERS ---- THE HINDU

THE ECONOMIC TIMES

DECCAN CHRONICLE

THE TIMES OF INDIA

79