Project Report 
ON 
BRAND POSITIONING AND BRAND PERCEPTION
OF
AIRTEL (Prepaid) 
Submitted for Partial Fulfillment for the Award of the Degree of 
 

MASTER OF BUSINESS
ADMINISTRATION
(MBA 2009-11) 
 
 
 
 
 
 
 
submitted by:- SUBMITTED BY:-

VINOD SHARMA

MBA-3RD SEM.

 
 
 
 
 
 
  
 
 

Training certificate 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CERTIFICATE 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 DECLARATION
 
 
 
 
 
 
 
 I, Mr. VINOD SHARMA a student of master of business administration{mba}
of ARYAN BUSINESS SCHOOL {ABS} declare that the internship report on
Reliance Communications is my original work. It has not been copied or
transcribed from anywhere. It is based on field study and my own observations .

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 ACKNOWLEDGEMENT

 
Project report is a venture that requires co-operation of many people I feel pleasure in taking this
opportunity to express my sincere regards to my project guide, Without his guidance, valuable
suggestions, constructive criticisms and encouragement through out the course of the project, the
present shape of the work would not have been possible. 

I deem it to be a matter of great pride and fortune that I had the privilege of undergoing my
summer training internship at the esteemed organization “AIRTEL”. I would like to express my
gratitude to for providing me an opportunity to work in such a highly reputed and esteemed
organization.  

I would also like to thanks for giving me all sort of help and encouragement. The task infact
would have been difficult, rather beyond my reach but for his valuable suggestions and advice
which not only inspired me but also kept me in high spirits at all time even in oddities. 

Lastly but not the least I also feel indebted to my parents, fellowmen and friends who helped
me all the time ensuring that the task is achieved without much ado. 
 
 
 
 
 
 
 
 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
INDEX 

Topic                                                                                                                       Page no.

1. Executive Summary-------------------------------------             8 

2. Chapter 1- Introduction --------------------------------------------------------------             10 

3. Chapter 2- Company Profile ----------------------------------------------------                   13

      Overview Of The Telecom Industry In India 

4. Chapter -3 Research Methodology & Design--------------------------------------             14

5. Chapter -4 Data Analysis & Interpretation ----------------------------------------             42-45

6. Chapter -5 Major Findings & Discussion-------------------------------------------            35 

7. Chapter -6 Conclusion & Recommendations---------------------------------------             40 

8. References ------------------------------------------------------------------------------             45   

  

9. Appendix --------------------------------------------------------------------------------            46 

10. Annexure -------------------------------------------------------------------------------            48 

11. Abbreviations Used-------------------------------------------------------------------            49 

 
 
 
 
 
 
 
 
 

LIST OF TABLES 

TABLE NUMBER DESCRIPTION OF TABLE PAGE NUMBER

1 Jodhpur District – Fact Sheet 9
2 Company Facts - AIRTEL 15
3 Recharge coupon & Top-Up options 22
4 Value added services 26
5 Jodhpur City Telecom Infrastructure 34
 
 
 

LIST OF FIGURES 

FIGURE DESCRIPTION OF FIGURES PAGE

NUMBER NUMBER
1 Group Company wise % market share - June'2009 28
(India)
2 Group Company wise % market share - June'2009 29
(Rajasthan)
 
 
 
 
 
 
 
 
 

EXECUTIVE SUMMARY 

Airtel, the biggest telecom player in Indian market in terms of subscribers and revenue. The only
operator to provide mobile services in all 23 business regions, or circles, in India, the company
also provides telephone services and Internet access over DSL in 15 circles, complementing its
national and international long distance telephone services with mobile and broadband services.
From the days of initiation Airtel maintained an image of better networking, better consumer
service in terms of CRM and a brand of high image which in other words can be said as Airtel’s
USP. Airtel entered into Rajasthan in the year May, 2004 and within five years of time it
captured a lions share in the market. In some of the major cities in Rajasthan Airtel is way ahead
of its competitors. After five years of operation in Rajasthan market Airtel played a game as it
reduces the margin from distributor to retailer because it got the brand loyalty from the
subscribers and succeeded with its PULLING strategy in the market also with some highly
innovative value added schemes. There are seven other major competitors in the market for
Airtel fighting it for the top spot but Airtel is way ahead of them. 

Jodhpur District - Fact Sheet 

Particular Jodhpur Rajasthan %
Area (Sq. Km) 22,850 342,236 6.68%
Population 2,886,505 56,507,188 5.11%
Pop Density(Person/ Sq. 126 165  
KM)
Literacy 57.4% 61%  
Tehsils 7 240 2.92%
No. Of Villages 1,157 41,353 2.80%
Crops Wheat, Pulses, Red Chilli wheat, corn and millets  
Minerals Sand Stone, Lime Stone, Clay, Zinc, Soap Stone,  
Quartz Copper
 

Jodhpur 2nd largest Urban City, traditionally Heart of Marwar and Sunrise City for “The Desert
Belt”.

Main source of economy – Tourism, Handicraft, Agriculture based, Mines.

Current Tehsils – Jodhpur, Luni, Bilara, Bhopalgarh, Osian, Shergarh, Phalodi.

Total BTS’s (Towers) – 390 (Urban-145 and Rural-245) 

 
 
 
 
 
 

Jodhpur Urban City – Overview (May, 2009) 

 Jodhpur Urban Population   -  9 lakhs

 Total BTS’s (Towers)   -  133

 Industry Base    -  6.62 lakhs

 Airtel Base    -  2.28 lakhs

 

 Other Major Players   -  BSNL(1,22,000)

   Vodafone (93,000)

      Reliance (85,000) 

 Airtel Current Market Share (CMS) -  34.7%

 Other’s CMS    -  BSNL-18%

      Vodafone-14%

      Reliance-13% 

 Other Competitors   -  Idea, Tata,

Virgin, MTS 

 Current Market Penetration  -  74%

 
 

Airtel in Rajasthan (May, 2009) 

 Customer Base   -  More Than 72 lakhs

 Network Available

      Cities    -  222

      Kasbes and Villages  -  35,167 

 

                                    (As per Airtel

official data) 
 
  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER – I 
INTRODUCTION 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
 
 
 
 

NEED OF THE STUDY 

Airtel is an old & fastest growing company & leading in the communication market providing
ever best possible service to the customers. New & advance facilities & plans are being
introduced day by day & those are only to satisfy customers, taking care of customers need. 

OBJECTIVES OF THE STUDY 

1. To understand the sales and distribution system of Airtel Prepaid.

2. To understand the roles of different distribution channels.
3. To know the roles and duties of Airtel Relationship Centers (ARC).
4. To know the key challenges being faced by the Airtel in the coming years.
5. To seek new opportunities for Airtel prepaid products.
6. To create more numbers of Airtel subscribers.

SCOPE OF THE STUDY 

By this study satisfaction as well as attitude towards the Airtel has been found out, which can be
used in strategy formulation in Jodhpur, Rajasthan and help in providing the best services to all
the customers. 

1. Getting an opportunity to convince & interact with the Retailers, customers.

2. Handling Customer’s grievances and complaints.
3. Creating awareness & finding out potential Retailers for Airtel products.

LIMITATIONS OF THE STUDY 

At most attention was taken to eliminate any kind of biasness & misinterpretation in the study to
get optimum result. Even though the following limitations could have certain degree of impact
on the findings. 

1. The study was confined to Jodhpur, Rajasthan only which may not represent the real and
whole picture of the entire Rajasthan market.
2. Many retailers were not interested in Airtel because of steep competition in the locality
among retailers.
 

METHODOLOGY 

Data collection:

My study includes secondary data. 

Secondary Data

I have collected all the details from FOS’s and the proprietor of the Tushar Enterprises and Ravi
Corporations (distributors).

Sources of Data 

1. Tushar Enterprises and Ravi Corporations (distributors) personal data.

2. Territory Manager personal report.
3. Airtel’s brochures and catalogues.

Informal Interviews were followed in case of new potential retail outlets. 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER – II 
COMPANY PROFILE 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
 

COMPANY FACTS 

Name BHARTI AIRTEL LIMITED

Business Provides GSM mobile services in all the 23 telecom circles in India, and
Description was the first private operator to have an all India presence. Provides
telemedia services (fixed line and broadband services through DSL) in 95
cities in India.
Established July 07, 1995,
Revenue Rs. 369,615 million (year ended March 31, 2009)

As per US GAAP Accounts

Shares in 1,898,239,796 as at March 31, 2009
Issue
Listings The Stock Exchange, Mumbai (BSE)  
The National Stock Exchange of India Limited (NSE)
Customer 10,23,67,881
Base
As per Cellular Operators 
Association of India (COAI) report, June, 2009
Operational Provides GSM mobile services in all the 23 telecom circles in India, and
Network was the first private operator to have an all India presence. 
 
Provides telemedia services (fixed line) in 95 cities in India.
Registered Bharti Airtel Limited 
Office
(A Bharti Enterprise) 

Aravali Crescent,  
1, Nelson Mandela Road,  
Vasant Kunj, Phase II,  
New Delhi – 110 070, India  
 
Tel.No.: +91 11 4266 6400  
Fax No.: +91 11 4166 6137
Key Peoples Sunil Bharti Mittal Chairman and Managing director (CMD)

Manoj Kohli Joint Managing Director & CEO

Akhil Gupta Non Executive Director & Lead Director (Telecom)

Website www.airtel.in
 
 

Bharti Airtel, formerly known as Bharti Tele Ventures Limited (BTVL) is India's largest and
world’s 3rd largest cellular service provider with more than 102 million subscribers as of June,
2009. It also offers fixed line services and broadband services. It offers its TELECOM services
under the Airtel brand & is headed by Mr. Sunil Mittal. The company also provides telephone
services and internet access over DSL in 14 circles. The company complements its mobile,
broadband and telephone services with national and international long distance services. Airtel
became the first private operator to offer fixed line telephony on June 04, 1998. It became a
public limited company in India on February 18, 2002. It becomes the first telecom company to
have an all India mobile footprint (Presence in all 23 telecom circles in India) on March 30,
2005. 

With its world class products and services, Bharti Airtel since its inception, has been at the
forefront of technology and has steered the course of the telecom sector in the country. The
businesses at Bharti Airtel are structured into 3 strategic business units (SBU’s) – Mobile
Services, Broadband and telephone services and enterprise services. The mobile business
provides mobile and fixed wireless services using GSM technology across 23 telecom circles,
Telemedia Services business offers broadband and telephone services in more than 14 circles.
They have recently entered into Media business by launching their Direct to Home (DTH)
services in October, 2008.All these services are rendered under a unified brand “Airtel”. Bharti
is the “total telecom provider” for India’s large enterprises.  

BUSINESS STRATEGY 

“To capitalize on the growth opportunities that the company believes are available in the Indian
telecommunication market and consolidate its position to be the leading integrated
telecommunication services provider in the key market in the India, with a focus on providing
mobile services”. 

1.  Focus on maximizing revenues and margins.

2. Capture maximum telecommunication revenue potential with minimum geographical
coverage.
3. Offer multiple telecommunication services to provide customers with a “one-stop shop”
solution.
4. Position itself to tap data transmission opportunities and offer advanced mobile data
services.
5. Focus on satisfying and retaining customers by ensuring high level customer satisfaction.
6. Leverage strengths of its strategic and financial partners.

 
 
 
 
AIRTEL VISION 

“To provide global telecom services and delight customers” 

By 2010, Airtel wants to be the most admired brand in India. 

1. Loved by more customers.

2. Targeted by top talent.
3. Benchmarked by more business.

 
 

CORE VALUES 

1. Empowering People - to do their best

2. Being Flexible - to adapt to the changing environment and evolving customer needs
3. Making it Happen - by striving to change the status quo, innovate and energize new ideas
with a strong passion and entrepreneurial spirit,
4. Openness and transparency - with an innate desire to do good
5. Creating Positive Impact – with a desire to create a meaningful difference in society.

PARTNERS 

Network Equipment  

Mobile Services     Nokia, Ericsson, Huawei.

Telemedia Services     Siemens, Nortel, Wipro, Cisco. 

Information Technology    IBM. 

Call Centre Operations  IBM Daksh, Hinduja

TMT, Teleperformance Mphasis, Firstsource &
Nortel. 

Equity Partner {Strategic}    Singtel 

 

AIRTEL MISSION 

They believe to meet the mobile communication needs of their customers through:- 

1. Error-free service delivery

 2. Innovate products and services
3. Cost efficiency
4. Unified messaging solution.

AWARDS AND RECOGNITION 

Bharti Airtel has received recognition for its innovative practices across the world, some are as
Follows: 

1. 3rd Largest Wireless Operator In The World, Largest Private Integrated Telecom
Company In India, Largest Wireless Operator In India, Largest Private Fixed Line
Operator In India, Largest Telecom Company Listed On Indian Stock Exchanges.
2. Sunil Bharti Mittal, - GSM Association Chairman’s Award 2008, Padma Bhushan
Awards In 2007.
3. Airtel Was Chosen As The 2nd Most Trusted Service Brand In India In The ‘Most
Trusted. Brands 2008 Survey’ Conducted By The Economic Times - Brand Equity
4. Awarded With Top Honors At The GSM Mobile World Congress Conference 2008 In
Barcelona for the Category “Best Billing/ Customer Care Solution.”
5. Adjudged As the ‘Best Carrier India’ At the Telecom Asia Award 2008, Gallup Great
Workplace Award For 2008,
6. Ranked 2nd In the Survey of India’s Most Respected Companies by Business world
2007,
7. Adjudged As ‘Company of the Year’ At the CNBC India Business Leader Awards 2007.
8. Economic Times ‘Company of the Year 2007’ Award for Corporate Excellence Gallup
Great Workplace Award for 2008 -Airtel is one of the only 20 companies worldwide
and the only company from India to receive the prestigious award.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

OVERVIEW OF THE TELECOM INDUSTRY IN INDIA 

The Indian telecommunications industry is one of the fastest growing in the world and India is
projected to become the second largest telecom market globally by 2010. India added 113.26
million new customers in 2008, the largest globally. The country’s cellular base witnessed close
to 50 per cent growth in 2008, with an average 9.5 million customers added every month.  

According to the Telecom Regulatory Authority of India (TRAI), at the end of April 2009, the
total number of telephone connections reached 441.47 million. With this growth, the overall tele-
density reached 37.94 at the end of April 2009.  

According to Business Monitor International, India is currently adding 8-10 million mobile
subscribers every month. It is estimated that by mid 2012, around half the country's population
will own a mobile phone. This would translate into 612 million mobile subscribers, accounting
for a tele-density of around 51 per cent by 2012. It is projected that the industry will generate
revenues worth US$ 43 billion in 2009-10. 

Growth  

According to a Frost & Sullivan industry analyst, by 2012, fixed line revenues are expected to
touch US$ 12.2 billion while mobile revenues will reach US$ 39.8 billion in India. India has
become the second country in the world to have more than 100 million CDMA-based (code
division multiple access) mobile phone subscribers after the US, which has 157 million CDMA
users.

The Indian telecommunications industry is on a growth trajectory with the GSM operators
adding nearly 9 million new subscribers in April 2009, taking the total user base to 297 million, a
growth of 3.11 per cent over the additions made the previous month. The figures, however, do
not include the GSM subscriber additions made by Reliance Telecom.  

Value-Added Services Market  

A report by market research firm IMRB stated that the mobile value-added services (MVAS)
industry was valued at US$ 1.15 billion in June 2008, and is expected to grow rapidly at 70 per
cent to touch US$ 1.96 billion by June 2009.

Currently, MVAS in India accounts for 10 per cent of the operator's revenue, which is expected
to reach 18 per cent by 2010. According to a study by Stanford University and consulting firm
BDA, the Indian MVAS is poised to touch US$ 2.74 billion by 2010.  

Major Investments 
The booming domestic telecom market has been attracting huge amounts of investment which is
likely to accelerate with the entry of new players and launch of new services. Buoyed by the
rapid surge in the subscriber base, huge investments are being made into this industry.

The Russian government is likely to pick up equity amounting to US$ 670 million-US$ 700
million in Sistema Shyam TeleServices Ltd (SSTL), a joint venture between Russia-based
telecom major Sistema and Shyam Group in India, by the end of this financial year. SSTL is also
planning to invest US$ 5.5 billion over the next 5 years in India.

Norway-based telecom operator Telenor has bought a 60 per cent stake in Unitech Wireless for
US$ 1.23 billion.

Japanese telecom major NTT DoCoMo acquired a 27.31 per cent equity capital of Tata
TeleServices for about US$ 2.6 billion in November 2008.

Bahrain's Batelco has signed a deal to buy 49 per cent in Chennai-based S-Tel, a GSM service
provider, for US$ 225 million.

BSNL, India's leading telecom company in revenue terms, will put in about US$ 1.16 billion in
its WiMax project.

Vodafone Essar will invest US$ 6 billion over the next three years in a bid to increase its mobile
subscriber base from 40 million at present to over 100 million.

Telecom operator Aircel, which launched GSM mobile services in Bangalore in February 2009,
plans to invest US$ 220.58 million over the next year to set up base stations across the state.  

Manufacturing 

India's telecom equipment manufacturing sector is set to become one of the largest globally by
2010. Mobile phone production is estimated to grow at a CAGR of 28.3 per cent from 2006 to
2011, totaling 107 million handsets by 2010. Revenues are estimated to grow at a CAGR of 26.6
per cent from 2006 to 2011, touching US$ 13.6 billion.  

Rural Telephony  

Rural India had 76.65 million fixed and Wireless in Local Loop (WLL) connections and 551,064
Village Public Telephones (VPT) as on September 2008. Therefore, 92 per cent of the villages in
India have been covered by the VPTs. Universal Service Obligation (USO) subsidy support
scheme is also being used for sharing wireless infrastructure in rural areas with around 18,000
towers by 2010.  

Policy Initiatives  

The government has taken many proactive initiatives to facilitate the rapid growth of the Indian
telecom industry. 100 per cent foreign direct investment (FDI) is permitted through the automatic
route in telecom equipment manufacturing. FDI ceiling in telecom services has been raised to 74
per cent. Introduction of a unified access licensing regime for telecom services on a pan-India
basis. The government is implementing a program of connecting 66,822 uncovered villages
under the Bharat Nirman programme. The government will invest US$ 2 billion to set up
112,000 community service centers in rural India to provide broadband connectivity in 2008-09.

The Department of Telecommunications (DoT) has stated that foreign telecom companies can
bid for 3G spectrum without partnering with Indian companies. Only after winning a bid, would
they need to apply for unified access service license (UASL) and partner with an Indian
company in accordance with the FDI regulations.  

The Road Ahead  

The target for the 11th Plan period (2007-12) is 600 million phone connections with an
investment of US$ 73 billion. Apart from the basic telephone service, there is an enormous
potential for various value-added services. In fact, the real potential for telecom service growth is
still lying untapped.

The Indian rural market is going to be the next big thing for wireless telecom providers. With
rural tele-density being 12.62 per hundred of population as on December 2008, there seems to be
huge untapped potential for mobile phone penetration in rural India.

According to the CII Ernst & Young report titled 'India 2012: Telecom growth continues',
revenue from India's telecom services industry is projected to reach US$ 54 billion in 2012, as
against US$ 31 billion in 2008.  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

AIRTEL PRODUCTS AND SERVICES:- 

TARIFF PLANS (PRE-PAID) 

There are basically two kinds of SIM available in the market by Airtel in Jodhpur. These are:- 

1. Muskaan, and
2. Nokia.

 
  Price Calling Call Rates SMS
(in Rs) Value (in (Local\STD) in Rs (Local\Nation\Intern.) in
Rs) per 60 seconds Rs
Muskaan 27 10 1\1.5 1\1.5\5
Nokia 46 40 1\1.5 1\1.5\5
 
 

Other details:- 

Muskaan 

1. You can also opt for one local Airtel number to be called @30 paisa/minute for daily a
rental of 50p.To register this number, call 321 ( Rs.2/min.  
Existing Customers can also migrate to Muskaan tariff by sending MUSKAAN to 999.  
2. New Muskaan pack has a Lifetime Validity

3. Processing fee of Rs. 2/- is applicable on all subsequent talktime recharges.  

4. Minimum recharge of Rs 200 (cumulative) in 180 running days to enjoy lifetime validity
benefit. Customers not satisfying this condition will lose their lifetime validity benefit.  
5. Life time validity : ( As per the License Period of Bharti Hexacom Limited in Rajasthan
Circle i.e. till 21.04.2016 subject to change in Regulatory or License conditions
governing BHLs operations & extendable for further period by Government of India)  
6. All new customers will get default tariff of 60 paise per minute for a period of 30 days
from the date of the first recharge without any charges

 
 
Nokia 

1. Rs 46 is the New Lifetime Validity recharge denominations available for only existing
non-life time prepaid customers.

2. Processing fee of Rs. 2/- is applicable on all talktime recharges.

3. Minimum recharge of Rs 200 (cumulative) in 180 running days to enjoy lifetime validity
benefit. Customers not satisfying this condition will lose their lifetime validity benefit.

4. Life time validity : ( As per the License Period of Bharti Hexacom Limited in Rajasthan
Circle i.e. till 21.04.2016 subject to change in Regulatory or License conditions
governing BHLs operations & extendable for further period by Government of India).

5. Processing fee on Top-up recharges would be applicable on all subsequent recharges.  

6. New customers will get default tariff of 60 paise per minute for a period of 30 days from
the date of the first recharge without any charges.

VOUCHER RATES 

Recharge coupon & Top-Up options:- 

MRP  Calling   Processing Service Validity  Grace Approximate

(Rs) Value (days) Period  Minutes 
(Rs) Fee (Rs) tax (Rs) (days) Of Usage
10 7.07 2 0.93 0 90 5
30 25.20 2 2.80 0 90 7
60 52.40 2 5.60 0 90 49
120 106.79 2 11.21 0 90 100
150 150 -14.01 14.01 0 90 130
220 220 -20.54 20.54 0 0 206
345 345 -32.22 32.22 0 90 293
525 550 -74.03 49.03 0 90 445
1000 1100 -193.38 93.38 0 90 885
 

Easy charge is an exclusive and paperless recharge facility that gives you complete freedom to
for any value anytime, anywhere. What's more, you can choose recharge values that suit your
need starting from Rs 10 till Rs 10,000. You can also recharge your prepaid while roaming
anywhere across the country. 
Here’s how it works:- 

1. On your request, the dealer will directly recharge your card using his mobile. 
2. Just mention your Airtel number and the amount you wish to recharge. 
3. Both you and your dealer will receive an SMS in a few seconds confirming the recharge. 
4. Just pay your dealer and your transaction is complete. 
5. Do make sure that the dealer enters your correct mobile number and the amount you wish
to recharge. 
6. You can dial *123# from your Airtel phone and your current balance will be
automatically displayed on your handset screen for a short duration.

 
 

Validity:- 

Value (Rs) Calling Value (Rs) Validity 

(days)
46 40 Lifetime
99 90 Lifetime
152 45 365
321 150 365
393 349.80 365
753 670.17 Lifetime
654 582.1 365
 
 
 
 
 
 
 
 
 
 
 
 

OTHER OFFERS 

1. 111 Top-up contains 245 Airtel to Airtel minutes. Free minutes validity 30 days, Free
minutes to be used between 10pm to 5pm (19 hours).  
2. 100 RC contains 150 Airtel to Airtel minutes valid for 30 days. You will also get Rs 25
talktime.  
3. In 52 RC the customer gets all local calls at 50 paise/Minute for 30 Days  
4. In 75 RC the customer gets all Airtel to Airtel local calls @ 40paise/Min, Airtel to other
Local Mobile Calls @ 60 paise/Min, Airtel to Landline @ 60paise /Min and STD Calls
@ Re 1/Min. Tariff Validity: 30 Days  
5. In 16 RC the customer gets 80 local SMS. SMS validity 30 days.  
6. In 26 RC the customer gets 100 National SMS. SMS validity 30 days.  
7. In 36 RC the customer gets 360 local SMS. SMS validity 30 days.  
8. In 90 RC the customer gets 900 local SMS. SMS validity 60 days.  
9. In 450 RC the customer gets 4500 local SMS. SMS validity 60 days.  
10. In 148 RC the customer gets All Local outgoing calls @ Rs. 0.50 per minute, All STD
calls @ Rs. 1.00 per minute,  
Local outgoing SMS @ Rs. 0.10 per SMS [160 Characters], National outgoing SMS @
Rs. 0.25 per SMS [160 Characters], US, Canada & UK-Landline @ Rs. 3.99/min, Entire
Gulf (Except Qatar & Pakistan) @ Rs. 9.20/Min. Tariff Validity: 30 Days  
11. In 155 RC the customer gets Airtel to Airtel local calls @50p/Min, Airtel to other local
calls @ 60p/Min on any network. Tariff Validity: 90 Days  
12. In 753 RC the customer also gets all local calls @ 50paise/Minute for 180 days after the
first recharge.  
13. In 321 RC you will get local calls @ Re1/minute, STD @ Re1/minute. You will be able
to SMS any local numbers @ 99paise/SMS (upto 160 characters), national SMS @
Rs1.5/SMS (upto 160 characters) & international SMS @ Rs5/SMS (upto 160
characters). You can also avail of 2 Local Airtel no’s on which call rates will be
20paise/minute. Call 52521 to register the 2 nos. Call to 52521 will be charged at Rs
2/Min. calling rate on the 2 Friends & Family numbers will be 20 paise per min.  
14. In Rs 99 & Rs 46 are the New Lifetime Validity recharge denominations available for
only existing non-life time prepaid customers. Processing fee of Rs. 2/- is applicable on
all talktime recharges. Minimum recharge of Rs 200 (cumulative) in 180 running days
to enjoy lifetime validity benefit.  
Customers not satisfying this condition will lose their lifetime validity benefit. Life time
validity : ( As per the License Period of Bharti Hexacom Limited in Rajasthan Circle i.e.
till 21.04.2016 subject to change in Regulatory or License conditions governing BHLs
operations & extendable for further period by Government of India). Processing fee on
Top-up recharges would be applicable on all subsequent recharges.  
15. In 55RC offers 120 minutes Free to Local Airtel Mobile numbers. These free minutes
can be used anytime between 10 pm to 5 pm (For 19 hrs). The free minutes are valid for
30 days.  
16. In 9RC offers 30 local SMS. SMS are valid for 15 days.  
 17. In 135RC offers 180 STD minutes. Minutes are valid for 30 days.  
18. In 49RC you can make STD calls at 75 paise/minute for 30 days.  
19. In 24RC you will get 100 local Airtel to Airtel calling minutes between 11PM to 8PM.
The minutes will be valid for 30 days.  
20. In 35RC you will get discounted call rates of Re1/minute on STD calling for a period of
30 days.  
21. In 19RC you will get the benefit of all local calls at 60paise/minute for 30 days  
22. In 31RC you will get 31 free minutes to call any local mobile number for 15 days.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

VALUE ADDED SERVICES 

Service  Type of  Description How to Access Prepaid 

Name Services Charges
543217 - On Usage Airtel Ringtones Ka Just dial short code Call Charges Rs.
Ringtones Ka Maharaja offers largest 543217 6/min
Maharaja collection of Hindi,
Calling English & Regional songs
Charges that can listen, download
and send as message to a
friend.
Airtel Live On Usage Make your mobile the   Content download
Portal most happening charges apply.
entertainment destination Browsing charges
with Airtel Live. is 30p/20kb
Download latest
Ringtones, true tones,
games, wallpapers and
many more goodies. You
 can also get news clips,
watch live TV and
download full songs on
your phone.
Conversion Optional Convert your Post-Paid Just submit your Free of Cost.
from Post-Paid subscription to Prepaid valid documents at
to Prepaid, with ease. the nearest Airtel Rs. 500/-
vice-versa Relationship (activation charges
Centre from prepaid to
postpaid)
Easy Music Optional Simply walk into your   Subscription: Rent
nearest Airtel retailer and charges for Hello
pick your favorite Hello Tune Rs. 30/ 30
Tunes or choose a days & Rs.
Melodious Ring tone of 20/Song. Ring
your favorite song. It is as tone Charges: Rs.
simple as recharging your 10/ Mono
phone with talktime. Ringtone.
Missed Call Optional Get updates of all the To activate press Subscription: Rs
Alert calls you missed while *115*1#. To 15/month.
your phone was switched deactivate press
off or you were *115*2#.
unreachable through
SMS.
Prepaid Bill Optional Prepaid bill is a detailed Give your request Rs. 50/- per bill
statement of your through SMS.
account, which helps you SMS PREBILL
keep track of all your (month) (address)
calls, SMS and other and send it to 121.
services. Only one month
bill can be sent at a
time
SIM Optional In event of a damage or Get your lost / Rs. 75/-
Replacement loss of your SIM, we damaged SIM
provide you with a replaced at the
replacement to ensure nearest Airtel
your immediate Relationship
accessibility needs are Centre by filling
met. up a simple form
and providing your
Identity Proof
Cricket Pack Optional Get SMS score alerts and 543212601 or Rs. 5 per day
listen to live commentary. *646*605# (Toll
Free)
 
 

Apart from these above stated services, Airtel provides a number of other services to its
customers like Pre activated STD/ISD without deposits or rentals, Strong Network
Coverage, Instant Balance and Validity Enquiry, Prepaid Roaming, Call management
Services (Call waiting, call hold, call divert and Caller Line Identification Presentation),
Voice Mail, SMS (Short Messaging Service), Subscription Alerts (regular alerts on news,
jokes, business, health and films), MMS (Multi-media Messaging Service), Airtel Live,
Hello Tunes etc. 
 
 
 
 

CUSTOMER CARE SERVICES 

In case customers need assistance, they can simply dial '121' from their Airtel mobile phones -
their toll-free number, accessible from anywhere in the country, even while in roaming.
Customers can also send them an SMS to 121 or mail them at 121@airtelindia.com.  

For Rajasthan:- 

For complaints, Customer Care No. (Toll-Free) 198

For enquiries, Postpaid CCN. 9829012345/121
For enquiries, Prepaid CCN. 9829012345/121
Address K-21, Malviya Nagar C-Scheme

Jaipur - 302001
Nodal Officer E-mail id nodalofficer.raj@airtel.in
Nodal Officer Contact No. 9928034865
Nodal Officer Fax No. 0141-4044204
Appellate Authority E-mail id appellate.raj@airtel.in
Appellate Authority Contact No. 9928944865
Appellate Authority Fax No. 0141-4044204
 
 
 

AIRTEL RELATIONSHIP CENTRES 

Bharti Airtel has set up relationship centers all across India for their customers. In Rajasthan,
Airtel Relationship Centers (ARC) is present in 17 cities to provide customer services across the
State. The relationship centers is a one-stop shop for all their users to recharge their accounts,
pay bills as well as purchase their products and services, and to address their queries. 

In Jodhpur, there are two Airtel Relationship Centers (ARC) 

Swagat Communication     
Ahuja Complex,

Ratanada, Near Police Lines

Jodhpur - 342001 

Talwar Communication 
4 C Road, Sardarpura,

Opp. Police Station

Jodhpur - 342001 
 

COMPETITION 

In India:- 

Group Company wise % market share - June'2009

Sl. No. Name of Company Total Sub Figures % Market Share

1 Bharti Airtel 102367881 32.42%

2 Vodafone Essar 76449598 24.21%
3 BSNL 49073929 15.54%

4 IDEA 47088878 14.91%

5 Aircel 21798731 6.90%

6 Reliance Telecom 12401101 3.93%

8 MTNL 4297218 1.36%

9 Loop Mobile 2305640 0.73%

  All India 315782976 100.00%

(As per Cellular Operators Association of India (COAI) report, June, 2009)
  
 
 
 
 
 
 
 
 
 
 
 
 
 

In Rajasthan:- 

Group Company wise % market share - May'2009

Sl. No. Name of Company Total Sub Figures % Market Share

1 Bharti Airtel 7,572,262 31.13

2 BSNL 3,170,014 13.03
3 Vodafone 5,401,156 22.20
4 Reliance 3,444,233 14.15
5 Idea 1,288,417 5.29
6 Tata 2,650,988 10.89
7 MTS 797,289 3.31
  All Rajasthan 24,324,359 100
 
 
 

(As per Telephone Regulatory Authority of India (TRAI) report, June, 2009) 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER – III 
DISTRIBUTION PROCEDURE
&
SALES FORCE 
 
 
 
 
 
 
 
 
 

AIRTEL DISTRIBUTION CHANNEL 

Airtel has divided its distribution channel for rural as well as urban areas differently which is
been discussed as below. 

Distribution Procedure & Margins:- 

In Urban Areas 

1. Airtel directly supply its products to its distributors in Urban Areas through Territory
Manager.

 
 2. Territory Manager distributes their products as per the demand of the individual
distributors, which is scheduled as per the target for the territory.

3. In Rajasthan, the Margin for the Distributor in urban areas is 1.5%.

4. Distributor distributes the products to the FOS’s (Feet On Street). Their job is to supply
these products to the Retailers.

5. The Retailers margin is 3% (for all recharge coupons and top-ups).

 
 

In Rural Areas 

Same procedure is being followed in the rural areas but the distribution system is slightly
different from Urban Areas and the Margin is also different. 

1. Company supply their products to the Territory Manager same as in case of urban areas.

2. The products then at first being distributed to RS (Rural Superstock).They have a margin
of upto 1%.

3. Products are then supplied from the RS to the RD (Rural Distributors).They have a
margin of 1.5%.

4. As same in case of urban areas, few FOS works under each RD and they supply the
products to the individual retailers depending upon their demand.

5. The Retailers margin is 3% (for all recharge coupons and top-ups).

 
 

So, from this above analysis and distribution channel system, the outcomes are:- 

1. The company is spending nearly 4.5% in Urban Areas.

2. In Rural Areas, the company is spending a margin of nearly 5.5%.

 
 

Distributor:- 

A Distributor is a person; firm etc. engaged in the general marketing of Airtel products and
services. Therefore they play a key role in Airtel’s Marketing strategy. Company Guidelines for
its Distributors:- 

1. The distributor has to keep the LAPU (mobile to mobile transfer of money or top-ups)
balance for minimum 7 days; Here 35% of the value must be in RCV.

2. For every 50 outlets there should be 1 FOS.

3. For every FOS there should be 1 ARE.

4. Minimum number of backhand required is 1, which can be increased depending upon the
size of business and distributor.

 
 

FOS (Feet On Street):- 

The FOS is the person who used to visits each retail outlet on alternative days or if needed daily
whether their is any shortage of product or not. They were being assigned to a given area under
the distributor whole area. In that area they have the responsibility of providing Airtel products
to the retailers. However, the supply system of Airtel is so strong that a Retailer will never go
with shortage of product. It is a compulsory task for each FOS to visit retailers, once in every 2
days. They act as an intermediary between the territory manager and retailers. They used to sell
the products to the retailers on behalf of the distributor. They were on direct payroll of the
distributor. However they’ll receive incentives from the company depending upon their work
performed. They are also required to perform a task called as MARKET MAPPING in first week
of every month. In this they asked the activation of new numbers by the retailers of Airtel
competitors. This information is then being sent to the head office in Jaipur. This helps in setting
target for the retailers by the company. The other task is to distribute CLAIMS among the
retailers on behalf of the company. They also provide training to the retailers about how to use
the products and solve their queries and problems. 

ARE (Activation Recharge Executive):- 

ARE is the person who used to verify and collects all the PEF (documents or formalities
regarding new connections) from the retailers. They are also a part of the distributor team. 
 

Backhand:- 

Backhand is the individual who performs all the office work for the distributor like filling up of
forms, activating numbers, and record of all the activated numbers, verifying their documents,
depositing it to the Airtel Head Office etc. Backhand is the main member of the team. Normally
there is one backhand for every distributor. 

Jodhpur City Telecom Infrastructure:- 

  Airtel Voda Idea Reli Tata BSNL Virgin MTS Total

Distributor 16 4 5 5 4 4 1 1 40
FOS 37 20 16 15 12 8 4 8 120
ARE 33 10 10 10 8 8 4 5 88
Total 86 34 31 30 24 20 9 14 248
 

(As per Airtel Official data, May, 2009) 

So from the above data it is cleared that the Airtel has really worked hard to make their products
available at every corner and streets of the Jodhpur City. They are having a strong distribution
channel in Jodhpur city. They are even way ahead of their closest competitors as far as
distributors and FOS is concerned.  
 

Retailers:- 

The retailer has to keep LAPU balance for 3 days (minimum amount Rs.1500). Here 33% of the
value must be in RCV. 
SIM (Subscriber Identity Module) 

1. The base product of the company is SIM, required for new subscriber. Now Airtel
provides the SIM with 64kb memory.
2. The cost of the SIM to company is Rs 40/- with life time option which the retailer can sell
at a maximum price of Rs 100/- .

LAPU 

A SIM is being provided to retailers from the company at free of cost for providing easy
recharge service to their customers. Only regular retailers have this facility. This SIM has a
memory of 128kb and specially designed for easy recharge purposes. A retailer has to do
minimum of 5 easy recharge customers per month, failuring this target the SIM will be
automatically deactivated. This SIM has also Rs 300 talk time free Airtel to Airtel (A2A). 

1. PRIMARY (The products supplied to the distributors from the company is said to be
Primary)

2. SECONDARY (The products supplied to the Retailers from the Distributors through
FOS is said to be Secondary)

3. TERTIARY (Here the Retailer sold the products to the customers).

AIRTEL PCO & iBOX 

Airtel is also providing the PCO services in Jodhpur region to its retailers. They provide this
facility in two ways:- 

1. iBOX (Coin Box)

2. PCO (like BSNL land line facility)

AIRTEL RETAIL OUTLET 

Retail Outlet means those shops which sell Airtel products (SIM, vouchers, and recharge
coupons). Airtel maintains a category for its retail outlets. They have categorized them in 3
groups:- 
First group which sell all three products i.e. new SIM, LAPU (top-ups) and Recharge Coupons
(RC). 

Second group contains only LAPU and RC outlets. 

Third group includes RC only. 

Airtel Navaratna: 

The “Airtel NAVARATNA” award is a special way to encourage and appreciate the retailer’s
performance. This award is given to those retailers who are doing sales of more than Rs.75, 000/-
LAPU and above with 50 or more PEF activation. It is mandatory to achieve both parameters to
be awarded. 

Apart from all these appreciations retailers, distributors and FOS have competitions among
themselves to perform better and winner will be awarded. 
 
 
 
 
 
 
 
 

CATEGORY WISE MOVEMENT (Types of Outlets)

      (Outlet Type as Per Turn over monthly)

      (Outlet Type as per sales/activation) 

Outlet  Type   Turn Over in Rs.   Type  Number of Activation

Cat A     >1, 50,000   S1    125+

Cat B    60,000 to 1, 50,000   S2    75 to 125

Cat C    30,000 to 60,000   S3    50 to 75

Cat D    15,000 to 30,000   S4    25 to 50

Cat E     <15,000   S5    10 to 25

      S6    1 to 10 

 
COMPETION MARGINS (For Urban) 

OPERATOR    DISTRIBUTOR     RETAILER

      Airtel      1.5     3

      Vodafone     1.5      3

BSNL      1.5      4

      TATA      1.8      3 2

      Reliance     1.5      3

Idea      -     3 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Sales Department (Company):- 

 

Selection of sales force - 

They recruit separate peoples for the sales department and work of those employees is to get or
generate more and more revenue for organization. 
Training of Sales Force – 

After Recruitment they trained their employees for effective working and in this training period
they guided employees. How, when, where, what .and to whom they can sell their products.

Motivation of sales force – 

If because of some reason any employee may not be able to perform according to the standards
then, in that case rather taking any action against the employee they use motivation as a tool of
increasing the morale of that employee. 

Controlling of sales Force – 

They also control the sales force because they know the importance of control system in
organization. They are using these entire four step to decide their sales force and at each step
they are also performing checks that they are doing the right things or not and if they think that
changes are needed than they revised the whole process again. That’s why we can see the
difference between Airtel sales growth and other challengers and followers. 
 

SIM activation procedure – 

(During training I had informed and demonstrated this procedure to the new outlets) 

SIM is provided by the company to the distributor and the distributor’s supplies these SIM to the
retailers as per their wishes. The SIM initially is not activated, after any subscriber purchases the
SIM and provide all the documents required then the retailer uses a special procedure through its
LAPU SIM to activate that SIM. But during recent Scenario maximum retailers are supplying
activated SIM to its customers or either promises them to start in 15 minutes so that the new
subscriber can easily use the new SIM without any delay. 

To activate the SIM following procedure is followed:- 

Step1: Customers visited a retail outlet. 

Step 2: Customer chooses a number/SUK and provide its document to the retailers. The retailer
verifies the document. 

Step 3: After verifying the documents, the retailer sends a SMS through its LAPU SIM.  

UN*(space) <Mobile no.> to 59109

 
 
Step 4: This SMS reaches to 59109 (technical section) and then 3 new SMS comes in return one
to Retailer, next one to Distributor or Backhand and the last one to the ARE. 

Step 5: Then the process says that the ARE must visit the retailer and verifies the documents and
provide all the details like name of the customer, documents provided, address etc to the
Distributor or Backhand. But because of increasing competition, the Distributor or the Backhand
activates the new connection on the goodwill of the retailer. The distributor or Backhand sends a
SMS from his distributor SIM. 

<Mobile no.> to 59110

 
 

After the new subscriber bought the SIM, 1st that person has to insert the SIM in the mobile
phone and then has to call 123, (Airtel customer service number (toll free)).After this new SIM
will be activated and will be ready to use. This process takes only 5-10 minutes. And a message
is being received by the customer regarding the activation of their new number. 

ARE then collects the formalities from all the retailers and submitted it to the Backhand.
Backhand then notes down all the information in his files. The PEF form should be dully filled
along with the Retailers and Distributors stamps on the PEF before submitting it to the
Company’s office. 2-3 days grace period is being provided to the distributors to submit all the
new connections PEF of a particular day. In the mean time, the number is activated and used by
the consumer. Distributor also has to verify the authenticity of the consumer by calling them and
asking for the details provided in the PEF form from the person.   

Necessary Documents for New Subscription: 

1. The new subscriber must have to be an Indian citizen.

2. One photo-copy of identity proof like Pan Card, photo credit card etc.
3. S/He has to give one latest his/her photo.
4. Any valid document showing his nativity or residential proofs like Pass Port, DL, Voter
ID , home electricity or phone bill(land line, BSNL preferred) etc.

Actions on Fake documents: 

1. If the documents are known to be fake or doubtful then the connection will be cut-off
immediately.
2. Heavy fines can be imposed as per company’s rules and regulations against the retailer or
the distributor for this negligence.

Easy Recharge – 
How to provide recharge value to the customers on part of the retailers? Steps are as followed:- 

Step 1: The retailer from his/her LAPU SIM selects the Airtel Recharge option in the Menu. 

Step 2: A number of options will appear like Recharge, My Account, and Options etc. Select
Recharge. 

Step 3: Enter Customer’s mobile no. and press OK. 

Step 4: Enter the amount and press OK. 

Step 5: Enter retailer’s password and press OK. 

Step 6: Repeat Step 3. 

Step 7: A confirmation message is being received on the mobile screen of the retailer, check the
mobile no. and amount only after that press OK. 

Step 8: A free SMS is being received by the Customer and Distributor regarding the recharge.  
 

Value Added Services

To provide Hello Tunes subscription by the retailers for customers. Following are the steps:- 

Step 1: Choose EASY VAS in the retailers LAPU SIM in Airtel Services. 

Step 2: Select SELL option. 

Step 3: Enter Customer’s mobile no. 

Step 4: From the following options available on the mobile screen, Retailer choose the Customer
handset. (If the model is not present there in the list, select NOKIA) 

Step 5: Retailer enters VAS ID i.e. HTSUBS and press OK. 

Step 6: Retailer enter their MPIN. 

Step 7: A message will be displayed on the retailer mobile handset regarding the confirmation of
the transaction, after checking the message, press OK.

Step 8: A SMS is being sent and Hello Tunes is being activated on the Customer Mobile No. 

For getting the codes of songs for Hello Tunes, SMS  

<Movie name or Song name> To 59123 (Toll-Free)
 
 
 
 

Commission for Retailers: 

VAS Keyword Hello Tune Validity Price (in Rs.) Retailer Margin (in %)
HTSUBS 1 MONTH 30 25
HTSUB120 4 MONTH 100 10
HTSUB365 1 YEAR 200 10
 

For sales of every Hello Tune song, retailer’s margin is 15%. 

When retailers sell a Hello Tune Subscription to the customer then retailer charged Rs. 30  from
the customer but only Rs. 22.50 is being deducted from his/her LAPU balance which means a
Margin of 25% for the retailers i.e. Rs. 7.50. Similar is the case with change in the song of Hello
Tune.  

To know the pendency information, SMS 

pef space <Mobile No.> To 121

For more information, Dealer helpline no: 801 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER – IV 
SWOT ANALYSIS 
 
 
 
 
 
 
 
 
 
 
 

SWOT ANALYSIS 

Strengths:- 
 1. Bharti Airtel has more than 102 million customers. It is the largest cellular provider
company in India, and also supplies broadband and telephone services - as well as many
other telecommunications services to both domestic and corporate customers.

2. Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel, with
whom they hold a strategic alliance. This means that the business has access to
knowledge and technology from other parts of the telecommunications world.

3. The company has covered the entire Indian nation with its network. This has underpinned
its large and rising customer base.

4. Strong Financials. Investors and shareholders show complete faith in the company which
helps in monetary level.

5. The only Indian operator other than VSNL having its own international submarine cables
which helps them in providing the best broadband services to its customers.

Weakness:- 

1. Until recently Airtel did not own its own towers, which was a particular strength of some
of its competitors such as Hutchison Essar. Towers are important if your company
wishes to provide wide coverage nationally.

2. Although Airtel have strong presence throughout the country but still they are far away
from the Indian rural part and generally this part is covered by BSNL so indirectly
Airtel is loosing revenue from the rural sector.

 
 

Opportunities:- 
 1. The company possesses a customized version of the Google search engine which will
enhance broadband services to customers. The tie-up with Google can only enhance the
Airtel brand, and also provides advertising opportunities for Google in India.

2. Global telecommunications and new technology brands see Airtel as a key strategic
player in the Indian market. The new iPhone was launched in India via an Airtel
distributorship. Another strategic partnership is held with Blackberry Wireless
Solutions.

3. The company is investing in its operation from 120,000 to 160,000 small villages every
year. Its shows that the company is moving towards villages and Tehsils which are still
un-tapped.

4. Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea
Cellular to create a new independent tower company called Indus Towers. This new
business will control More than 60% of India's network towers. IPTV is another
potential new service that could underpin the company's long-term strategy.

 
 

Threats:- 

1. Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned a
5.6% Stake in the Airtel business sold it back to Airtel, and instead invested in its rival
Hutchison Essar. Knowledge and technology previously available to Airtel now moves
into the hands of one of its competitors.

2. Bharti Airtel could also be the target for the takeover vision of other global
telecommunications players that wish to move into the Indian market.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER – V 
ANALYSIS OF THE SURVEY &
INTERPRETATION 
 
 
 
 
 
 
  
 
 
 
 
 
 
 
 
 
 

As per the requirement the overall strategy was divided in certain categories:- 

1. Informal interviews were conducted for Airtel special scheme promotion and for sales
maximization.

2. New subscriber analysis and new outlet opening analysis were done.

3. The market analysis was done through informal interviews and also information extracted
from the retailers by visiting the outlet as mysterious customers.

I did a job of Retailers analysis with a team of 3 after consulting with territory manager and with
his proper guidance. 

Our objectives are:- 

1. Extracting information from them about like at what cost they are selling Airtel SIM and
Airtel’s competitors schemes.

2. What the retailer prefers to sale (which SIM they are trying to push out) by what to the
customer.

These are the thing that I have to extract from the retailers. We worked in team covered up
maximum retailers possible in the given time period (2 days) after making a list of top retailer
outlets. 
Our approach:- 

1. Directly going to the shop and asking the retailer about Airtel SIM cost with life time
validity and about the tariff chart of Airtel as customers.

2. Meeting owner and showing them as we are students and doing a survey in Jodhpur
market. Through this way we extracted the information about the retailers’ preference.
Got the information on which brand the retailer is trying to push out.

(All the procedures are informal in nature, no prior questions were made a informal approach
was taken to get the information) 

Suggestions after the analysis report to the Territory Manager:- 

1. Spread the information among public about the cost of the SIM.

2. Put canopy and sale SIM at prime locations after consulting with retailers and distributors
to boost up the sales.

Recommendations and Actions on our suggestions:- 

1. Putting canopy in some prime locations of Jodhpur and selling the SIM at the cost of Rs
10/- or Rs 15/- depending upon the retailer with lifetime validity and Rs. 5/- as talktime.

2. Some retailers were taken into consideration and they allowed us to go with the above
proposal.

3. During the promotion we are saying this offer is from the Particular Retailer who has
agreed with the proposal. So that the retailer also get benefited.

Outcomes: 

1. In the 3 prime locations canopy was setup for 5 consecutive days.

 

2. 134 SIMs were sold out during this period.

3. The retailer and distributor both are benefited from this canopy drives as their targets
were achieved as well as they earn decent profits. These SIM costs Rs. 8/- to the
retailers.

(Some SIMs were sold out during this period but the overall market remained same as this
project were done only for 7 days and cannot be continued for more period because of high
atmospheric temp.(over 42 degree centigrade) in Jodhpur City as well as lack of man power).  

Reasons for a retailer to be an Airtel outlet:- 

1. Demand in the market for Airtel SIM and vouchers are maximum as customers are asking
for Airtel products.

2. Maximum of the retailers also accepted that in market, Airtel has maximum number of
subscribers.

3. Airtel is proving fewer margins to retailers compared to other network service providers
but most subscribers are attached with Airtel a biggest reason for a retail outlet to sell
Airtel products.

4. Many of the present outlets are happy with FOS (distribution system) as they are
providing the vouchers and other products in proper time.

5. Airtel Company is trying to open more and more outlets but FOS are not so interested to
open in a large number as their work load will be more and they have to achieve more
target.
6. In some areas there is significant number of outlets that the individual retailers business is
being affected by this steep competition.

 
 7. Some outlets demands electronic add boards but distributors are unable to provide them
in time.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

CHAPTER – VI 
CONCLUSION
&
RECOMMENDATIONS 
 
 
 
 
 
 
 
 
 

Conclusion:- 

1. Airtel facing a steep competition in Jodhpur Market. It is difficult to maximize the sales
as maximum consumers belongs to lower income group and they prefer more talk time
in their usual tariff.
 

2.  Airtel has a good reputation as a telecom brand in Jodhpur.

3. People prefer Airtel in Jodhpur because of its network coverage all over the state
including rural areas.

4. Competitors selling strategy becoming a biggest problem for sales maximization.

5. Retailer benefit schemes as they achieve the target can push more subscribers and
maximize sales.

6. Retailer margin is not a problem for Airtel in Jodhpur.

7. Some retailers bringing in the recharge coupons from rural area to Jodhpur region to get
more margins comparatively to urban areas.

8.  Some retailers are unhappy with Airtel’s advertisement offers because the company is
not providing them the Electronic Boards in time (for new outlets), banners etc. Where
others (new entrants) are doing it. So, the other entrants are capable of pushing their
sales.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Recommendations:- 

There are following suggestions for marketing strategies for Airtel- 

1. Bharti Airtel needed to maximize its future flexibility and growth potential by adopting a
business-driven framework for integration, allowing it to implement and deliver new
services rapidly. With competition intensifying in the Indian telecom services market,
Bharti Airtel needed to find a way to focus on developing new services that could set it
apart from the competition and strengthen its customer relationships.

2. Improved cross-selling and targeting and a more seamless, efficient total customer
experience through end-to-end integration of customer-facing processes.

3. Optimization of business processes and infrastructure, through flexible, standardized

integration framework, is needed.

4. Outsourcing of technology will provide Bharti Airtel to focus resources on growing the
business.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

REFERENCES 

Internet Sites:- 

1. http://www.airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/Invest
or+Relations/Company+Profile/Factsheet/ (last visited on 12 August 2009)

2. http://www.coai.com/statistics.php(last visited on 14 july 2009)

3. http://www.ibef.org/industry/telecommunications.aspx(last visited on 28 june

2009)

4. http://www.trai.gov.in/WriteReadData/trai/upload/PressReleases/689/pr19june
09no56.pdf(last visited on 28 june 2009)

 
 

Airtel’s brochures and catalogues are also being used for schemes. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

ABBREVIATIONS USED 

1. DSL- Digital Subscriber line

2. CRM- Customer Relationship Management
3. USP-Unique Selling Proposition
4. BTS- Base transceiver station
5. CMS- Current market share
6. ARC- Airtel Relationship Centres
7. GSM- Global System for Mobile Communications
8. CDMA- code division multiple access
9. SIM- Subscriber Identity Module
10. RC- Recharge Coupons
11. CCN- Customer Care Number
12. SMS- Short Message Service.