SYNOPSIS

ON
STUDY OF MARKETING STRATEGIES ADOPTED BY BHARTI AIRTEL COMPANY FOR SALE OF ITS PRODUCT SUBMITED TO RASHTRASANT TUKADOJI MAHARAJ NAGPUR UNIVERSITY IN PARTIAL FULFILMENT OF THE REQIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION PART 3 COURSE SPECIALISATION IN MARKETING MANAGEMENT. ACADEMIC SESSION (2012-13) SUBMITTED BY AKSHAY A. MOON Under The Guidance Of PRO. ISHA V. MUNDADA

CENTRE POINT COLLEGE NAGPUR

INTRODUCTION
Bharti Airtel Limited is a Leading Global Tele communications company with operation in 19 countries across ASIA and AFRICA. The company offers mobile voice and data services fixed the high speed Broadband, DTH, Turnkey Telecom solutions for enterprises and national and international long distance services to carriers, Bharti Airtel has been ranked among the six best performing technology companies in the world by business week Bharti Airtel had 200 million customers across its operations. The company includes four business group (division) * MOBILE Services * TELEMEDIA Services * ENTERPRISE Services * DIGITAL TV Services

VISION
To be globally admired for telecom services that delight customers bench marked by more business first private telecommunication company to launch long distance services mission will meet the mobile communication needs of our customers through error free services delivery innovative products and services. Cost efficiency Unified messaging solutions

Mission Customers service focus Empowered employees Innovative services Cost efficiency

Objective of the Project

*To study the theoretical prospective the advertising strategies. *To study the Advertising strategies of Airtel *To study the role of Advertising strategies in customers satisfaction *To study the growth of Airtel *To study the future plans of Airtel

NUMBER OF CHAPTERS PROPOSED

1- INTRODUCTION TO THE PROJECT 2- INDUSTRY PROFILE 3- COMPANY PROFILE 4- OBJECTIVE OF STUDY 5- SCOPE OF STUDY 6- RESEARCH METHODOLOGY 7- ADVERTISING STRATEGIES ADOPTED BY AIRTEL 8- DATA ANALYSIS & INTERPRETATION 9- CONCLUSION 10- SUGGESTIONS

INTRODUCTION TO THE CHAPTER

Marketing is a form of communication intended to persuade audience to act upon the products, ideas, or services rendered. It includes the name of a product, service and how that product or service could benefit the consumer. These messages are usually paid for by sponsors and viewed via various media. Marketing can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. In nut shell marketing promotes a product, service or event to its target audience. A target audience is the portion of the general public that products, services or events were created for to fill a desire or need in the marketplace commercially it is defined as a device to arrest attention. An advertiser often seeks to generate increased consumption of their products or services through branding, which involves the image or product name in an effort to associate related qualities. On-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Marketing is a form, either written or oral, that attempts to sell something whether it is a product or particular view. Marketing takes the form of pamphlets, radio, television, Internet and much more.

Objectives
The main purpose and objective for this study is To find out if they are satisfied and aware of the services and offers provided To recommend measures for improving the product To study the growth of Airtel To study the future plans of Airtel To study the Advertising strategies of Airtel

SUGGESTIONS
The main objective of every analysis is to find whether the customers are satisfied with the services provided. Following are some of the suggestions given for the improvement of the product and services Regarding the internet connection customers feel that the wireless modem provided should be of more speed i.e., they want it to be as speed as the landline modem Some suggested that the dialer tune services should be increased

RESEARCH METHODOLOGY Research Methodology:

Methodology is a way to systematically solve the research problem. It may be understand as a science of studying how research is done scientifically. are: Developing the questionnaire regarding the customer satisfaction of the product Optimum respondents as a sample size are chosen for the activity to resemble the entire population. Research Methodology is a step by step study of a problem. Physical activities involved in the study

AIRTEL PROFILE
Bharti AirTel Company that Formulated on 7th July, 1995.Its a public limited company. Internationally, Bharti AirTel owns 3rd biggest mobile operator in Asia. Its a leading integrated telecom services giving by Bharti AirTel limited. Bharti AirTel Limited has grown successfully in partnership with various leading companies of the world -, Vodafone, Singapore Telecom, Warburg Pincus, and British Telecom. BhartiAirtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is India's largest cellular service provider with more than 75 million subscribers as of August 2008.It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Mittal. The company also provides telephone services and Internet access over DSL in 14 circles. The company complements its mobile, broadband & telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. The company provides end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station.

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Conclusion
The conclusion of study is that AIRTELs Advertising has a major impact its users. People like its schemes very much .AIRTEL had created a very good image on the mind of the new users of cellular service. AIRTEL has adopted a very good strategy by providing a new connection with NOKIA who is market leader in mobile set, many new users buy Nokia sets and they get a free connection of AIRTEL. AIRTEL is successful in capturing the highest market share by adopting Celebrity Endorsement Strategy. A.R. Rehmaans tune for AIRTEL worked as free advertising for AIRTEL as another service user uses it too. Other celebrities like Shahrukh Khan (bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL.

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Marketing STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Esser limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I). All the players except RIM offered services based on the Global System for Mobile (GSM) technology. RIM provided services based on Code Division Multiple Access (CDMA) technology as well as GSM. As competition in the telecom arena intensified, service providers took new initiatives to woo customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes. The most important consumer segments in the cellular industry were the youth segment and the business class segment. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular service market. (Refer Exhibit II). Hutch implemented the celebrity endorsement strategy partially, relying primarily on its creative advertising for the promotion of its brand. BSNL, on the other hand, attracted the consumer through its low cost schemes.

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Q.4

Popularity of ads of different brands among viewers

15

10 45

vodafone airtel idea others

30

The advertisements of Vodafone were found to be more popular among the respondents. Most of them talked about the hutch dog. Similarly the tag line of IDEA an idea can change your life is also very popular. AIRTEL ads are supposed to be more or less centered on emotional factors.

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Q5 Liking % towards different types of ads

Radio 5% Internet 8% Print ads 2% Bill boards 10%

TV commercial 75%

75% of the respondents said that they like the TV ads more than any other medium of advertisement. The main internet users now a days i.e. youngsters were found to have a liking towards the advertisements used on internet. The housewives and the people older than 3 years like to go through advertisements in newspapers and magazines etc, and also like the advertisements on radio or local FM stations.

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DEFINATION Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."[1] For business to consumer marketing, it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments.[2] It is an integrated process through which companies build strong customer relationshipsand create value for their customers and for themselves.[2]

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