A Study On Marketing of Services Of Airtel Telecom

Submitted To: Prof: Devang Patel

Submitted By: Yograj Singh Chauhan

1

Introduction Introduction Airtel is an offspring of Bharti Airtel Limited, one of Asias leading integrated telecom service providers. Bharti Airtel since its start, has been at the forefront of technology and has pioneered several innovations in the telecom sector. History History 1970 - Sunil Bharti Mittal laid the foundation of Bharti group at New Delhi 1985 - Entered telecom business Bharti Telecom Ltd which entered into a technical collaboration with Siemens AG Germany for manufacturing electronic pushbutton telephones 1990 - Entered Telecommunication 1992 - Launch cellular service in Delhi 1995 - started offering post-paid service, Started Service centers. 1997 - Mobile switching center 2000 - Acquired Skycell (TN), JT Mobile (AP & Karnataka), Spice Cell (WB), agreements with BPL to gain seamless access in Mumbai, Maharashtra, Chennai, Delhi, Kerala, Tamil Nadu, Andhra Pradesh and Karnataka

7Ps of Airtel Service Canter 1. Product

1.1 B2C Services
Mobile Services Cellular mobile services across 20 countries Customer and revenue market leader in India, 250 million wireless subscribers globally, as of Q1FY13 Telemedia Services Offers fixed telephony and broadband internet (DSL + IPTV) Large customer base of 3.3 million, broadband and internet customers services provided across Digital TV Services 7.4 mn customers across India Coverage across 616 districts

87 cities

1.2 B2B Services

Voice Services Mobile, Fixed Line, AC, VIIP, MBIC, HCC, Toll Free Network Services NLD, Ethernet, MPLS, iMPLS, IPLC, IP/ILP, VSAT Data and Application based services Video Conf, 3G, Unified Comms, AQM Data Centre based services Managed Colo, Managed Security, Managed Storage Cloud based services SaaS, IaaS, Virtual Storage, Virtual DR Digital Media services Digital Signage Ecosystem, Cinema

2. Place
In Ahmedabad they decide to establish their service center or office in main area of city which is benefit of customer can rich A 12 Tejendra Complex, Opp CMC Mill, Soni Ni Chali Odhav Rd, Tejendra Estate, G I D C Industrial Area, Odhav, Ahmedabad, Gujarat 097 25 952420 Ashram Rd, Shreyas Colony, Navrangpura Ahmedabad, Gujarat Siddeshwar Apartment Prahlad Nagar, Ahmedabad, Gujarat

3. Promotion
Advertising
Television, Radio, Billboard, Bouchers and Catalogues, Direct mails, In-store display, motion pictures, Emails, banner ads, web pages, posters

Publicity

Magazine and Newspaper articles/reports, radio and television presentations, charitable contributions, speeches, issue advertising, and seminars

4. Process Process by service consumer

Check Varies Plan

Evaluate the Service

Switch/Stay

Peak the Best Plan

Use the Variance Service

Activate the Service Get the SIM Card Provider

Process by Service Provider

Customer Query If YES than solve

Mail to senior Persons reply

If NO than Customer have to pay

YES

NO 4

5. Physical Environment
Buildings At the Ashram road centre there is reneuwation work is running and they increase space and more room at the service centre it may be more comfortable for customer Interior Furnishing Office is not clean because there is new building infrastructure work is running but well-furnished for the customer well sitting arrangement Uniform They all are in company uniform Printed Material They have good enough information broachers and pamphlets

6. People
At Ashram road Service centre there is 1 is Branch Manager 1 is Head Casher 12 is CRO

7. Production
They have two customer desks to handle to register the customer query and they can solve the small query in just in time

Customer Expectation Levels

Idea 3G/4G,Personalised plan

Normative

SMS ,Call ,Internet

Experience Based

Value added service

Acceptable

Uninterrupted Network

Minimum tolerable

Make/Receive Call 5

Factors Influencing Desired and Predicted Service

VAS, Zero call drops, Amazing working clarity Explicit Service Promises (Stay Connected)

Explicit Service Zone of Tolerance Promises (good network and VFW)

Word-of Mouth

Make Receive calls, continues network

Past Experience

Predicted Service

Customer Perception of Quality & Customer Satisfaction

Quality ?

Situational Factor

Service ?

Customer Satisfaction

Customer Loyalty

Value ?

Personal Factor

The Service Encounter

Type

Opportunity

Remote

Customer Accusation

Phone

Reinforce Quality

Face to Face