A PROJECT REPORT ON

Developing a new plan for prepaid customers of

airtel

A Project Submitted to

Rizvi College of Arts, Science and Commerce

By

Mrs. Misbah Shaikh

Roll no.83

(MANAGEMENT)

Dec-2021
 CERTIFICATE

This is to certify that the project done on “Developing a new plan for prepaid customers of
airtel”. Submitted to Rizvi College of Arts, Science and Commerce . This work has not been
submitted to anywhere else for my degree/diploma. The original work was carried during 01
December to 3rd December . Name of Guide

Name and signature of guiding teacher

 SELF DECLARATION CERTIFICATE

I hereby declare that the project entitled “DEVELOPING A NEW PLAN FOR PREPAID
CUSTOMERS OF AIRTEL” Submitted for the MCOM is my original work and the project has
not formed the basis for the Award of any other degree.

Signature of the Student: Misbah Shaikh

Place: Mumbai

Date: 04/12/2021
 Acknowledgement

The satiation and euphoric that accompany the successful completion of the task would be
incomplete without the mention of the people who made it possible. After all, success is the
epitome of hard work, severance, undeterred missionary, zeal, steadfast, determination and most
of all encouraging guidance. So, immense gratitude, I acknowledge all those whose guidance and
encouragement served as a “beacon light” and crowned my effort with success.

I sincerely thank Mr. for giving opportunity to carry out my project titled “DEVELOPING A
NEW PLAN FOR PREPAID CUSTOMERS OF AIRTEL”
 PREFACE

The objective of any marketing activity is to sell a product. For this, one must have the right
product at the right price, available at the right time and place, through the right promotion
commonly understood as the 4Ps of marketing mix. The fundamental point to be appreciated is
that all these variables must simultaneously fall in place for the success of a product. Take a look
around you at all the successful brands and ask the marketing managers the reason for success
.They will invariably tell you that it is because the company has been able to get this ‘mix´
right .If one were to examine these variables carefully one will realize that there are indeed ways
of ‘communicating´ with the consumer. A product talks to the consumer through its features,
packaging and the promise of fulfilling a need .Its pricing tells the consumer whether it is
affordable, value for money or premium. Its placement also communicates the values associated
with the product. A premium store versus a discount store communicate very different message
to the consumer.The promotion of the product also obviously communicates some message to
consumer. In effect therefore, marketing is all about communication, whether through the
product and its packaging, the pricing, the placement and the promotion. We would therefore
like to use the term communication mix and highlight the importance of sales promotion in that
context.
TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION

1.1 INTRODUCTION ABOUT THE TOPIC

1.2 OBJECTIVE OF THE STUDY

1.3 SCOPE OF THE STUDY

1.4 METHOD OF DATA COLLECTION

CHAPTER 2: COMPANY PROFILE

2.1 TELECOM INDUSTRIES IN INDIA

2.2 BHARTI AIRTEL LTD

2.3 VISION OF BHARTI AIRTEL

2.4 HISTORY OF THE COMPANY

2.5 CORPOATE GOVERNANCE

CHAPTER 3: THE COMPETITIVE AREA

3.1 COMPETITORS PROFILE

3.2 MARKETING STRATEGY BY AIRTEL

3.3 PROMOTIONAL STRATEGY

3.4 TARGET MARKET SEGMENT

CHAPTER 4: ANALYSIS

4.1 DATA ANALYSIS

4.2 FINDING

4.3 SUGGESTION

4.4 LIMITATION OF STUDY

4.5 CONCLUSION

4.6 BIBLIOGRAPHY
CHAPTER-1
1.1INTRODUCTION ABOUT THE TOPIC

This project is made on the project title “DEVELOPING A NEW PLAN FOR PREPAID
CUSTOMERS OF AIRTEL” purpose of this project is to study the new plan for prepaid
customers and to know what are the promotional activities company follow to increase the sale.
Now a day’s mobile service has become a necessary service. In field of marketing many kind of
survey are conducted by Airtel time to time for promotion awareness.

WHAT IS SALES PROMOTION?

Sales promotion describes promotional methods using special short-term techniques to persuade
members of a target market to respond or undertake certain activity. As a reward, marketers offer
something of value to those responding generally in the form of lower cost of ownership for a
purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-
added material (e.g., something more for the same price). Sales promotions are often confused
with advertising. For instance, a television advertisement mentioning a contest awarding winners
with a free trip to a Caribbean island may give the contest the appearance of advertising. While
the delivery of the marketer’s message through television media is certainly labeled as
advertising, what is contained in the message, namely the contest, is considered a sales
promotion. The factors that distinguish between the two promotional approaches are: 1. Whether
the promotion involves a short-term value proposition (e.g., the contest is only offered for a
limited period of time), and 2 The customer must perform some activity in order to be eligible to
receive the value proposition (e.g., customer must enter contest). The inclusion of a timing
constraint and an activity requirement are hallmarks of sales promotion Sales promotions are
used by a wide range of organizations in both the consumer and business markets, though the
frequency and spending levels are much greater for consumer products marketers. One estimate
by the Promotion Marketing Association suggests that in the US alone spending on sales
promotion exceeds that of advertising.

SALES PROMOTION TECHNIQUES OF COMPANY

 Good Advertising. Effective Incentive Policy.

 Good services.
 Wide & Deep Distribution System.
  Decorating Retailers shop by display board, dealers board etc.
 Posters.
 Banners.

TYPES OF SALES PROMOTION

Sales promotion can be classified based on the primary target audience to whom the promotion is
directed.

These include:

 Consumer Promotion
 Trade Promotion
 Sales force Promotion

CONSUMER SALES PROMOTION

Consumer sales promotions encompass a variety of short-term promotional techniques designed

to induce customers to respond in some way. The most popular consumer sales promotions are
directly associated with product purchasing. These promotions are intended to enhance the value
of a product purchase by either reducing the overall cost of the product (i.e., get same product
but for less money) or by adding more benefit to the regular purchase price (i.e., get more for the
money). While tying a promotion to an immediate purchase is a major use of consumer sales
promotion, it is not the only one. Marketing Strategies of BhartiAirtel Airtel is the world’s 3rd
largest mobile telecommunication Indian MNC operating in 20 countries across Asia & Africa.
Airtel has presence in 22 telecom circles across India & is India’s largest integrated telecom
service provider. Segmentation, targeting, positioning in the Marketing strategy of Airtel Airtel
uses mix of segmentation strategies to segment its offerings like basic Call /SMS plans, prepaid /
Post-paid plans, VAS – Data, caller tunes etc. Apart from geographically segmenting the market
in East, West, North, South & central, the market is also segmented in each region on the basis of
demographic variables like age, Income, Social groups. Different geographic regions are handled
independently and different campaigns are run according to the preferences of people in each
region. Airtel has targeted the generation Z of 15-25 ages, generation X & baby Boomers by
using different campaigns over the period of time i.e. campaign like “Har Ek friend Jaruri hota
hai”/ “Jo tera hai wo mera hai ” to target Gen Z and recently launched campaign of “one touch
internet” targeting Gen X & baby boomers. Airtel has been successful in top-of-the-mind recall
amongst cellular phone users and is enjoying a leadership position in most markets. After
changing its logo it has repositioned itself as Young, Energetic & International brand. It has
evolved itself as a torch bearer of the telecom industry in India. Marketing mix of Airtel
BhartiAirtel Limited (BhartiAirtel) is one of India’s most popular providers of integrated
telecommunication services and is based in India and headquartered in New Delhi. Basically, the
company is tasked with the work of operating telecommunication services in the larger Indian
subcontinent. The company’s business services include mobile services, enterprise services and
Telemedia services. As we noted above, promotion techniques can be used to achieve other
objectives such as building brand loyalty or creating product awareness. Consequently,
marketer’s promotional toolbox contains a large variety of consumer. There are several possible
tools that can be used for consumer promotions. Some of the more important ones are:

 Sampling
 Price-off
 Quality deals
 Banded offers
 In-product gift
 Out- product gift
 Coupons
 Consumer contests

TRADE SALES PROMOTIONS

1. As note in the Promotion Decisions Tutorial, certain promotions can help ‘push´ a
product through the channel by encouraging channel members to purchase and also
promote the product to their customers. For instance, a trade promotion aimed at retailers
may encourage retailers to instruct their employees to promote a marketer’s brand over
competitor’s offerings. With Thousands of products competing for limited shelf space,
spending on trade promotion is nearly equal that spent on consumer promotions. Many
sales promotions aimed at building relationships with channel partners follow similar
designs as those directed to consumers including promotional pricing, contests and free
product. In addition to these, several other promotional approaches are specifically
designed to appeal to trade partners. The mobile services comprise of fixed wireless
services and mobile services which use GSM network technology across major
telecommunication circles in the country. With a Pan-India presence, Airtel an
established player in providing 3G services is now planning aggressively to roll out its
4G services in a phased manner. These services are now available in metros and big cities
like Bangalore and Mumbai. The company also provides world class landline telephone
and broadband services and the enterprise unit across 95 cities in India. Some of
BhartiAirtel competitors include the following:  Idea  Tata Docomo.  Reliance
Communications Limited  Bharat Sanchar Nigam Ltd.  Vodafone (strongest
competitor) Products in the marketing mix of Airtel The company provides a wide array
of products and services. In order to retain the maximum number of customers, Airtel has
tried to provide as many products and services as possible in order to keep the customers.
The following is a list of its products:  Airtel Pre-paid services  Blackberry Wireless
Handheld  Airtel Post-paid services  Value added services like instant balance inquiry,
caller line identification, 24 hour recharge facility, multimedia messaging service, call
wait & call Hold, Caller divert, Airtel Live portal  SMS based information services 
Voice mail services  Hello tunes, Ring tones,  Ringtones and hello tunes offers  Easy
post-pay bill payment solutions  Enterprise Solutions Place in the marketing mix of
Airtel Airtel’s penetration in India is quite impressive because the services and networks
can be found even in India’s remotest regions. Currently, gross subscriber base has pass
the 200 million mark while the total wireless subscriber base for CDMA, GSM and WLL
is about 162 million. Clearly, the customer base of Airtel is strong in India. It is also
worth mentioning that millions of the network’s lines are added per year. Airtel enjoys a
well distributed network of distributors including even businesses like groceries and
chemist outlets. One of the things that have made BhartiAirtel a force to reckon in
telecommunication industry in India and Africa is that it has the strategy of making the
first moves and emerging as a winner. It has managed to buy Kuwait’s Zain and Tata
steel in the past, making it a top 5 wireless carrier in the world by subscription.  Wider
distribution network as compared to competitors  Network is widespread bringing many
customers daily to Airtel  Fourth largest mobile operator in the world with presence in
20 countries Promotion in the Marketing mix of Airtel Airtel engages in aggressive
marketing strategy ranging from traditional print media to social network marketing.
However, the company’s recent rebranding efforts bombed in the market and were not
received positively. The company also engages in large scale TV and print advertising.
The company frequently uses big celebrities who endorse the services. The company also
managed to create its signature tune from Oscar winning musician A.R.Rahman which
has become one of the most downloaded tunes in India. It is also interesting to note that
even such seemingly redundant activities like providing wallpapers and screensavers to
computer users has proved a very effective marketing strategy. The company also offers
special discounts and offers to its subscribers. Apart from that Airtel has been hiring
several figures from Bollywood right from the legendary AmitabhBachhan to
VidyaBalan as their brand ambassadors. The God of cricket, Sachin Tendulkar too has
been a part of their advertisement campaigns too. The advantage of Airtel is that I goes
regional with its advertisement efforts. Some salient points about the promotions of Airtel
are  Uses ATL and BTL activities  Makes an effort to go regional  Recent rebranding
effort has failed in the market  Has good word of mouth and a good brand image second
only to Vodafone. Price in the marketing mix of Airtel The company uses competitive
pricing strategy just like any other network providers because of the competition which is
present in this sector. However, Airtel also provides flexible pricing mechanism
depending on the prevailing market conditions. For instance, when the company relaxes
taxation, it also reduces its prices across all affected products. The make my plan
introduced by Airtel was a smart strategy as customers could now modify their plan as
they see fit. Analysis of Advertisements and Marketing Campaigns  Airtel Jingle by A.
R. Rahaman 16 states, 600 million people, one service provider One network that
connects India, like A.R Rahaman moves India with his music. TG: People who need
wireless network , people who want to connect on the go, people who want to be the part
of the revolution of wireless communication. This music went on to become the “Airtel
Signature Tune”.
2.  Communication Boundaries ‘Express yourself platform making the breaking of
communication barriers its focal point.’ “Deewarein gir jaati hain, Faasle mit jaate hain,
Jahan do baatein ho jaati hain (Barriers break when people talk)”. Connecting cultures,
longing to communicate without any barriers the society places, making new friends,
caring, unity, peace, free mindedness. TG: long distance relationship  Street Performer
“Dil Jo Chahe Pass Laye” Wherever you go, carry your entertainment with you.
Entertainment anywhere any day…. TG: On the Go entertainment lovers, Demanding. 
Har Ek Friend Zaroori hota Hai Besides entertaining one and all with its catchy jingle, the
ad served to position Airtel as a brand that stands for friendship, and helps one to stay in
touch with all kinds of friends.  Jo Tera Hai Wo Mera Hai “Friendship is all about
sharing” Picturisation: vibrant, peppy, colorful and pretty much bursting with youth, and
the upbeat mood of the ad is complemented by an anthem that has started creating quite a
buzz on the digital space. Organization Structure BhartiAirtel announced a new organization
structure for its operations in India and South Asia. The new structure has been aimed at
driving greater business and functional synergies, providing a common interface to
customers, and creating a de- layered and more agile organization. In addition, the new
structure would provide more meaningful, empowered roles and enhance employee
engagement. The transformed organisation structure had two distinct Customer Business
Units (CBU) with clear focus on B2C (Business to Customer) and B2B (Business to
Business) segments. BhartiAirtel’s B2C business unit would serve the retail consumers,
homes and small offices, by combining the erstwhile business units - Mobile, Telemedia,
Digital TV, and other emerging businesses (like M-commerce, M-health, M-advertising etc).
The B2C organization consisted of Consumer Business and Market Operations. Market
Operations group would lead the ‘go-to-market’ strategy. This vertical would take products
and services to customers in South Asia with speed and efficiency. Market Operations would
complement the Consumer Business by building a robust ‘go-tomarket’ ecosystem and
leverage BhartiAirtel’s vast distribution reach. Market Operations in India & South Asia was
be divided in three regions (each headed by an Operations Director): North, East &
Bangladesh; South & Sri Lanka; and West. The B2B business unit would continue its focus
on serving large corporate and carriers through BhartiAirtel’s wide portfolio of
telecommunication solutions. Organizational Culture The company has put in place a culture
statement to capture its HR strategy and has named it as ‘AIR culture’. The statement reads
as follows: “Our values are imbibed in what we do and how we do it”. To further elaborate on
this, three elements have been introduced which are as follows: Alive – This means that the
company’s employees are alive to the needs of the customers. They are driven by passion,
energy and a can-do attitude. The Airtel family believes that there is always a way to do
things and they would not accept a ‘no’ for an answer. Inclusive –Airtel recognizes that it is in
the business of serving diverse communities and it necessitates to align employees to their
diverse customer group in terms of working, anticipating, adapting & delivering solutions
enrich their lives. Respectful – The company staff are always reminded of the fact that
humility and honesty are the necessary qualities for achieving mutual respect for customers
and communities at large, since any company exists in relation to these stakeholders and
Airtel is not an exception to the case. Human Resource Management Strategies at Airtel
Airtel strives to align its HR strategy with its corporate strategy. The HR team kept checking
to see if the organization teams had the attitude that would help realize the vision of the
company. The emphasis of the HR team has been aligning the corporate objectives with
those of the various groups objectives and individual objective of the company. The
emphasis of the company has been to recruit young people. The average age is just 26
years. The company wanted to bring in young entrants and mould them as per the business
organization and at the same time, enhance their interaction and creativity . Senior
management was advised by the HR management to walk the talk. The employees were
encouraged to put forward their views openly and, at the same time, to play a more proactive
role in team building efforts. This was further augmented by a reward and recognition system
coupled with a strong training program. The motto behind the training programs was – “We
let our employee decide their training needs, and if the individual does not know what his
training needs are, then we don’t need him”. The company put in place a state-of-the-art
learning centre to encourage employees to log on to customized training program developed
by British Telecom (BT), as a part of the continuous development of its employees. Airtel
seeks to certify every employee on quality and IT and the motto behind that is – “To be
ahead in the business, we need to train, develop and re-certify our employees on a
continuous basis”. HR steering committee (HRSC) of the company has been the focal point
of all the HR activity of the company. HRSC consists of the CEO, the COO and all other
functional heads. The committee meets once a week to discuss various initiatives and the
plan of action on the same. As a part of the planning process, the entire organization is
measured on five performance parameters: profitability, market share, brand saliency,
customer satisfaction, and employee satisfaction. Further, each employee is given individual
targets, that are linked to these five parameters. Performance-related bonuses gave further
boost to these activities and around 60% of the employees have been on a variable pay
structure. The organization also conducts an internal employee satisfaction survey called
PACE (Progressive Assessment of Culture and Environment), the inputs of which go into the
company’s annual strategy. A philosophy of constant monitoring has been inculcated to
make the system as transparent and efficient as possible. ‘Measurement Boards’ for every
department are prominently displayed where the performance indicators of the same are
displayed graphically. This is with a notion that only through constant feedback an individual
can perform at the level expected of him/her. Along with this, formal job description
documents which clearly capture the KRAs are issued to all employees. The HR department
endeavors to constitute cross-functional teams in times of product or service launches. Such
teams typically constitute high performers from each department. A host of key HR initiatives
like the managers’ communication forum, the ‘open house’ , ‘family group meetings’, HR
intranet add as supportive HR initiatives as part of the process. Specific HR Policies Adopted
by Airtel To augment the above HR strategy, the company has embarked on a series of
innovative and important HR policies with a view to integrate the business policies and
strategies of the company with those of people related companies. Company with a view to
derive competitive advantage through people and their development have initiated the
following HR policies: Recruitmentand Selection In BhartiAirtel, recruitment and selection
policy seems to follow a system commonly found in a corporate set up in the private sector. It
starts with the manpower budgeting at the end of the financial year, where the top
management and the Head of the Departments (HODs) are involved. Wherever there is a
vacant position, the concerned manager requests for manpower through Manpower
Requisition Form (MRF). This has to be then approved by the GM-HR. On approval the form
is forwarded to the recruitment manager. The CVs are sourced using various methods and
initial screening takes place. The shortlisted candidates are required to fill a format and mark
the date of functional interview. Once this is done, the shortlisted candidates are called for
interview as per the requirements (qualifications and experience of the candidate are
matched with the requirement). The functional interview is conducted by the function
manager. Once, the candidate is through this stage, he/she is scheduled for salary
negotiations with the HR. Once, all conditions are satisfied and an agreement is reached, the
offer letter is issued. Talent Management As a part of development of talent pipeline, Airtel
initiated two specific programs:  BhartiAirtel Young Leader Program (BYLP) -This program
is created with a view to create a future pool pf business leaders drawn from premium
business schools across the country to instill a fresh and energetic outlook into the working
of the organization. The young leaders are provided with leadership inputs on periodic basis
and an accelerated career track, which would enable them to be a part of the higher level
management positions, a much needed initiative for effective succession planning within the
company.  Technical Leaders Program - BhartiAirtel attracts and absorbs the finest talent
from the most prestigious technical campuses across India. The objective of the program is
to create a “future technology leadership pool” that will not only infuse fresh energy into the
organization, but also generate a constant stream of talent in order to deliver superior
business performance. A combination of technical training and on-the-job skill and knowhow
helps technical leaders understand different aspects of the department for smooth functional
role-play. Performance management At Airtel, the HR team measures the individual’s
performance linked to Organizational goals by giving employees a feedback, rewarding
them, based on their achievements against set performance goals and required
competencies and working out a plan for their development. The method which Airtel follows
for Appraisal is 180-degree. Performance Management System (PMS) at Airtel includes,
developing job descriptions, selecting appropriate people with an appropriate selection
process and providing effective orientation, education and Training. Coaching and feedback
is provided which is followed by compensation, recognition and reward for people’s
contributions. Promotional and career development opportunities for staff are provided.
Leadership and other competencies of individuals are assessed and improved through
various workshops and training programs. Developmental gaps are identified during PM and
Self Development Plans. Training and Development Airtel allows the employees to identify
their training needs. This motivates the employee to achieve better results. The company
offers ‘study while work’ programmes, leadership development programs, general
management programs, action-learning experiences, feedback tools and development
relationships. The senior management interacts with the employees through open houses,
employee forums and help lines. Airtel in conjunction with some of the leading institutes
across the world like, Centre for Creative Leadership (CCL), INSEAD Business School,
Indian School of Business Hyderabad (ISB), Indian Institute of Management (Ahmadabad)
has developed a suite of customized programs to cater to the top talent in Junior, Middle and
Senior management. These programs cover leadership and general management skills and
enable Airtel to manage the careers of ambitious and talented employees while build an
internal leadership pipeline. The above programs envisage to develop the following
competencies among Airtel employees: Achieving Business Success  Displaying
Entrepreneurial Spirit  Empowering and Developing  Delighting the Customer  Winning
with Others Reward Management Reward and Recognition Policy of BhartiAirtel is exclusive
and it’s the most vital motivation factor for the employees. The success of the rewards and
recognition system at Airtel is attributable to the following measures:  The reward is
matched to the person  The reward is matched to the achievement  The rewards are timely
 and specific Some of the areas that are rewarded at Airtel are – cost-saving suggestions,
exceptional customer service and the attainment of sales goals. Employee Benefits at Airtel
An array of family friendly benefits has been designed for the employees:  Flexibility:
Employees can opt for flexible work timings, flexibility to work from home, work from a
remote location, or work part time for specified periods of time.  Day care centre: A day care
centre facility is provided within the office premises to support working parents.  Easy day:
A Grocery shopping centre to help employees take care of their personal chores is available
at office.  Health and Fitness Centre: World-class fitness centre and spa facility in office. 
Concierge Desk: Small errands like bill payments, finding a plumber, etc.  Food Court:
Cafeteria has a multi-cuisine food court that includes counters like Costa Coffee, Banana
Leaf and Healthy sip n bite.  Fun@work: At Airtel, all achievements and launches are
celebrated with zest.  Sabbatical Policy: Employees can opt for leave of 6 months for
personal reasons. Leave of up to one year may be applied for, to pursue higher education. 
ESOPs Some of the growth benefits available are as follows:

 Career Progression: Based on the defined career paths, career discussions between
‘employee and manager’ help them chalk out employees’ career progression. The process
supports self-analysis of employees, keeping in mind their long-term and short-term career
plans. At Airtel, career growth is fuelled by opportunities that help employees diversify into
different functions of work. The opportunities available in all Strategic Business Units (SBUs)
across functions are internally advertised for employees to choose their growth trajectory. 
Continuing Education Opportunities: The program offers a range of courses in General
Management, Human Resources, Marketing & Sales, Finance, IT, Networks and Supply Chain
from premier educational bodies and institutes. Benefits for women include the following: 
Maternity/ postnatal benefits: Maternity leave may be extended up to 6 months. Employees may
also opt for flexible work options after joining back from maternity leave.  Mentoring program:
Designed for high potential middle management women employees, the program involves
mentormentee sessions and flexible interactions to encourage a higher ratio of women
employees in the top management.  Social & learning events focused on women’s interests:
“Astitva, a celebration of womanhood” organizes events such as senior leadership interactions,
health awareness programs, parenting workshops, etc Corporate Governance at Airtel
BhartiAirtel has a firm belief in maintaining transparency with a view to maximizing shareholder
value with a long-term basis. The company has, therefore, embarked on developing sound
policies and practices related to corporate governance for this purpose. The company’s
commitment towards compliance is backed up by an independent and fully informed Board,
comprehensive processes, policies and communication. Due attention is paid by the company to
ensure that various disclosures required are compiled in both ‘letter and spirit’ for effective
corporate governance. For this purpose, the company has created the office of an
ombudsperson, which is an independent forum for employees and external stakeholders of the
company to raise concerns and complaints about improper practices which are in breach of the
Bharti Code of Conduct. If any stakeholder (employee, associate, strategic partner, vendor)
observes unprofessional behavior, he/she can approach the Ombudsperson to voice his or her
concerns. The Office aims to provide a fair and equitable redressal mechanism. The process is
designed to offer protection to the complainant provided the disclosure is made in good faith and
the alleged action constitutes a genuine and serious breach of Bharti Code of Conduct. The
Ombudsperson will treat all disclosures in a confidential and sensitive manner. Financial
Statements of Bharti Airtel The financial statements of the company has been prepared in
accordance with the generally accepted accounting principles in India (Indian GAAP). The
financial statements have been prepared to comply in all material respects with the accounting
standards nortified under section 133of the Companies Act, 2013 read with rule 7 of the
Companies(Accounts) Rules, 2014 issued by the Ministry of Corporate Affairs. The financial
statements have been prepared under the historical cost convention and on an accrual basis
except in case of assets for which revaluation is carried out and certain derivative financial
instruments. Telecom administrator BhartiAirtel's combined benefit amid July-September quarter
declined insignificantly to Rs 1,461 crore from Rs 1,462 crore in past quarter however that was a
long ways in front of investigators' evaluations on superior to expected operational execution.
Income amid the quarter slipped 3.5 percent to Rs 24,671.5 crore contrasted and Rs 25,572.9
crore in past quarter, which missed desires. Remarking on the outcomes, Naveen Kulkarni of
Phillip Capital said that EBIDTA numbers were unquestionably superior to anticipated. He
included that incomes didn't spring any shocks yet EBIDTA numbers were an astonishment. The
organization's compelling cost administration may have prompted to solid edges amid the
second quarter, Kulkarni said. BhartiAirtel's combined EBITDA (profit before intrigue,
assessment, devaluation and amortization) fell by 1.3 percent year-on- year to Rs 9,466.2 crore
however edge extended by 90 premise focuses to 38.4 percent in Q2, which outperformed
investigators' evaluations of Rs 9,250 crore and 36.3 percent, separately. Edge development
proceeded for fourth straight quarters. Bhavesh Gandhi of IIFL said he anticipates that the stock
will see a positive predisposition when the business sectors open on Wednesday. He said that
IIFL keeps up a purchase on the stock. In the interim, Prakash Diwan of Altamount Capital said
the edges and benefit look superior to anything expected because of rental cost diminishment
work out Current Position in the MarketAirtel SWOT analysis One of the top telecommunication
companies in India, Airtel has spread across far and wide in the last 2 decades of its existence.
The company is known for its availability and its smart range of value added services. Here we
present you the SWOT analysis of Airtel to understand the strengths, weaknesses, opportunities
and threats for the company. Strengths in the SWOT analysis of Airtel 1. Renowned Telecom
company: With its 19+ years of rich experience in telecom industry this MNC had travelled far to
become world’s 3rd largest telecom operator overseas with operations in nearly 20 countries. 2.
High Brand Equity: It is one of the pioneer brands in telecommunication having a high brand
recall and with a whopping subscriber base. 3. Extensive infrastructure: With the formation of
Indus tower & due to its partnership with Idea & Vodafone, the infrastructure of Airtel has
extended in all parts of the country resulting into nationwide penetration. 4. Strategic Alliances:
The company has top notch stakeholders, namely Sony Ericsson, Nokia and singtel, and the
recent one being Apple. Such strategic alliances boost the brand equity and the bottom line of
the company. 5. Torchbearer of the telecom Industry: With its number 1 spot due to its excellent
services in developing economies, Airtel has interconnected the life of people in an highly
efficient way. Thus, where Vodafone is an external entrant, Airtel is a leading nationwide player
in India and the torchbearer of the telecom industry in India.

. Weaknesses in the SWOT analysis of Airtel 1. Outsourced Operations: Outsourcing operations

helped Airtel in lowering its cost. But on the other hand, they are running the risk of being
dependent on some other companies which may affect its operations. 2. Venturing into African
operations: Although it’s been 4 years that Airtel has acquired Zain’s Africa business, but Airtel is
still struggling to turn around the unit which was bought at a whoppy 9 billion dollars. 3. High
Debt: With its acquisitions turning out to bad investment, and credit being high and margins
being low, Airtel group is under high debt. Airtel does not have as deep pockets as Vodafone.
Opportunities in the SWOT analysis of Airtel 1. Strategic Partnership: Partnering with smart
phone companies is going to be a smart strategy as far as MNP (mobile number portability in
India) is concerned. This will ensure fixed cash flows in the future and a higher customer base.
2. Market Development: With fierce competition in the telecom industry & shrinking margins,
venturing out in new markets/developing economies will prove fruitful for the company. 3. VAS:
VAS (Value Added services) is going to future of the telecommunication industry & by
specializing itself in this vertical Airtel can differentiate itself in highly competitive market. With
introduction of unique services, Airtel can avail higher margins. 4. Untapped geography of the
current market: Although it is currently providing 3G & 4G services, but these services are limited
to specific geographical locations. Expansion of these services to most of its regions will help the
company get more margins and customers. 5. LTE: The whole wireless world is moving towards
LTE (long term evolution or 4G). LTE for mobile broadband can be a good solution for India
where fixed broadband penetration is otherwise low. Airtel has taken the lead with this version of
LTE in 4 cities, but deployment needs to catch up pace. Despite a weak LTE ecosystem in India,
Airtel should portray itself as the embracer of that technology. The company lacks nationwide 3G
license with spectrum in 13 out of 22 telecom service areas. Airtel’s LTE network for mobile
broadband is still confined to only 4 cities in India. Threats in the SWOT analysis of Airtel 1.
Government Regulatory Framework: With the auction of spectrum & change in the government
policies on a regular basis, it is a potential threat to the stability & existence of this industry
thereby affecting the players. 2. Competition: Price war in the home market and declining
margins due to this is adversely affecting the overall business of the group. 3. MNP (Mobile
number portability): MNP gives the customer independence to change the service provider while
retaining the number and as Airtel charges are premium over other service providers, it can see
slump in subscriber base in the next fiscal year with PAN India MNP applicable from May 3rd
2015. Bharti Airtel’s Awards and Recognitions (for the year 2016-2017) Bharti Airtel is conferred
with the "Certificate of Recognition for Excellence in Corporate Governance 2016" by the
Institute of Company Secretaries of India (ICSI). Bharti Airtel ranked first in a listing of 100
emerging market multinational companies by Transparency International on corporate
transparency and reporting. According to the study, the Company topped the list with a
cumulative score of 7.3 out of 10. Bharti Airtel was positioned among the top eight companies in
the listing of top BSE 100 listed companies in FTI Consulting’s ‘India Disclosure Index 2016’
Report with a composite score of 10 out of 10. Bharti Airtel was recognized as the ‘Firm of the
Year – Telecom’ at the 3rd edition of ICICI Lombard & CNBC-TV18 India Risk Management
Awards. Bharti Airtel secured the second position in Interbrand’s ‘Best Indian Brands Report
2016’. Bharti Airtel has been declared winner of ‘Golden Peacock Award for Excellence in
Corporate Governance’ for the year 2016. Mr. Sachin in an interview acknowledged that how he
thought founding the company was most ridiculous thing he has ever done and how others
around him thought he was insane doing so. Soon, the company grew bigger and ventured into
selling other products such as electronic goods, e-books, stationery supplies, fashion and life
style products as well. As more and more consumers turned to Flipkart for shopping, investors
turned to Flipkart to support the company’s future strategy. The company raised US$1 million in
2009 from venture capital funds Accel India, and later on US$10 million in 2010 and US$20
million in June 2011 from Tiger Global. But company took everyone by surprise when it
announced that it raised $1 billion from already existing investors including Tiger Global
Management LLC, Accel Partners, and Morgan Stanley Investment Management and a new
investor Singapore sovereign-wealth fund GIC. New York-based private equity company Tiger
Global Management LLC is the largest investor in the company today. Till today, the company
has privately raised about $2.7 billion in multiple rounds of funding. History Flipkart was founded
on 2007 by Sachin Bansal and Binny Bansal, both alumni of the Indian Institute of Technology
Delhi. They worked for Amazon.com, and left to create their new company incorporated in
October 2007 as Flipkart Online Services Pvt. Ltd.[9] The first product they sold was the book
Leaving Microsoft To Change The World to a customer from Hyderabad. Flipkart now employs
more than 33,000 people. In October and November 2011, Flipkart acquired the websites
Mime360.com and Chakpak.com. Later, in February 2012, the company revealed its new Flyte
Digital Music Store. Flyte, a legal music download service in the vein of iTunes and
Amazon.com, offered DRM-free MP3 downloads. But it was shut down on 17 June 2013 as paid
song downloads did not get popular in India due to the advent of free music streaming sites.
After the success of its 2014 Big Billion Sale, Flipkart carried out a second Big Billion Sale where
it is reported that they saw a business turnover of $300 million in gross merchandise volume. In
2015, Flipkart bought a minority stake in navigation and route optimization startup MapmyIndia
to help improve its delivery using Map my India assets. Company Profile Logo: Airtel adopted the
free form A to represent the relationship without boundaries that the company has with its
customers. It is also meant to convey the idea of freedom or not being confined within the space
of a closed circle or box. It is meant to be a symbol that invites people into the Airtel family. The
full name of the company is BhartiAirtel. It is based in India, but has customers throughout India,
Bangladesh, Sri Lanka and Africa. The new logo was designed to celebrate the company
passing the 200 million customer mark. The company is also making a push for a global
presence and wanted to create a logo that conveyed this to customers all over the world. As
well, it wanted to present itself as a youthful company because it believes that society as a whole
is experiencing a youth renaissance in which even older people are embracing more youthful
ideas and habits. Airtel aspires to marry those youthful tendencies with its services with the hope
of increasing profit margins. Mission–“Hunger to win customers for life.” Vision- “Our vision is to
enrich the lives of our customers. Our obsession is to win customers for life through an
exceptional experience.” Tagline – “The smartphone Network”. Objectives-Grow market share
profitably. Accelerate non-mobile businesses. Marketing Strategies of BhartiAirtel Airtel is the
world’s 3rd largest mobile telecommunication Indian MNC operating in 20 countries across Asia
& Africa. Airtel has presence in 22 telecom circles across India & is India’s largest integrated
telecom service provider. Segmentation, targeting, positioning in the Marketing strategy of Airtel
Airtel uses mix of segmentation strategies to segment its offerings like basic Call /SMS plans,
prepaid / Post-paid plans, VAS – Data, caller tunes etc. Apart from geographically segmenting
the market in East, West, North, South & central, the market is also segmented in each region
on the basis of demographic variables like age, Income, Social groups. Different geographic
regions are handled independently and different campaigns are run according to the preferences
of people in each region. Airtel has targeted the generation Z of 15-25 ages, generation X &
baby Boomers by using different campaigns over the period of time i.e. campaign like “Har Ek
friend Jaruri hota hai”/ “Jo tera hai wo mera hai ” to target Gen Z and recently launched
campaign of “one touch internet” targeting Gen X & baby boomers. Airtel has been successful in
top-of-the-mind recall amongst cellular phone users and is enjoying a leadership position in most
markets. After changing its logo it has repositioned itself as Young, Energetic & International
brand. It has evolved itself as a torch bearer of the telecom industry in India. Marketing mix of
Airtel BhartiAirtel Limited (BhartiAirtel) is one of India’s most popular providers of integrated
telecommunication services and is based in India and headquartered in New Delhi. Basically, the
company is tasked with the work of operating telecommunication services in the larger Indian
subcontinent. The company’s business services include mobile services, enterprise services and
Telemedia services. The mobile services comprise of fixed wireless services and mobile
services which use GSM network technology across major telecommunication circles in the
country. With a Pan-India presence, Airtel an established player in providing 3G services is now
planning aggressively to roll out its 4G services in a phased manner. These services are now
available in metros and big cities like Bangalore and Mumbai. The company also provides world
class landline telephone and broadband services and the enterprise unit across 95 cities in India.
Some of BhartiAirtel competitors include the following:  Idea  Tata Docomo.  Reliance
Communications Limited  Bharat Sanchar Nigam Ltd.  Vodafone (strongest competitor)
Products in the marketing mix of Airtel The company provides a wide array of products and
services. In order to retain the maximum number of customers, Airtel has tried to provide as
many products and services as possible in order to keep the customers. The following is a list of
its products:  Airtel Pre-paid services  Blackberry Wireless Handheld  Airtel Post-paid services
 Value added services like instant balance inquiry, caller line identification, 24 hour recharge
facility, multimedia messaging service, call wait & call Hold, Caller divert, Airtel Live portal  SMS
based information services  Voice mail services  Hello tunes, Ring tones,  Ringtones and
hello tunes offers. Understanding, the thinking, the knowledge, and the skills for todays and also
for tomorrow’s market exigency. Initially I was just having the bookish knowledge about all
Marketing policies, practices and functions, but after joining this organization, I got most of the
practical knowledge. I have come to know, what actually happens in the organizations. Though it
is not possible to have the information of all the spheres in market, in such a very short period,
but I tried to get more and more about all functions and practices applied in practical working, I
have particularly stresses on. This is the boom time for mobile industry. Youths are having keen
flair for mobile communication. Now the mobile communications are the fastest growing industry.
We can reach to anyone, anywhere across world through mobile connectivity. Just look in the
areas they’re in; health, education, banking, insurance, travel, couriers, manufacturing,
entertainment, government, computer helpdesks- the list goes on market is going on global, & so
the need of communication is emerging day by day… I saw that though the times are hard but if
same thing innovative is done, people will get more craze for that. We are fast becoming a part
of a new era of management. No longer does a manager sit in an ivory tower and issue
directives from a distance. This study, complex as it is, has acquired new dimensions with the
dynamic social and technological changes of the past two decades. Changing technologies,
cultural diversity, more educated work force and awareness of rights and privileges have
prompted a new look at the entire organizational structures and systems. This project report has
been painstakingly and thoroughly prepared to cover extensively various facets – both micro as
well as macro –of the field of telecommunication marketing. Its coverage is broad and up to date
and it is balanced in terms of concept and application. Since customers are the most important
asset of any organization, there is increased emphasis on the need for understanding people in
a manner to satisfy them through quality of services. The language of the presentation is highly
communicative so that it becomes interesting and comprehensible. This project is intended for a
wide audience. It will be useful to not only the students of management, marketing management
and consumer behavior, but also to the people in any other field and management practitioners
who want to understand and enrich their understanding of consumer trends & effectively manage
their sales. EXECUTIVE SUMMARY Airtel comes to you from Bharti Cellular Limited - a part of
the biggest private integrated telecom conglomerate, Bharti Enterprises. 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 and more than 7 million satisfied customers 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 The project is based on the study of consumer trends, behaviour,
preferences and level of satisfaction in Airtel communication Ltd. The study was conducted in
Delhi with sample size of 50 and sample units were suppliers and Consumer of mobile
connection INDEX 1. Sector’s Profile 2. Company Profile 3. Executive Training 4. Introduction to
study 5. Methodology 6. Analysis of performance V/s Target 7. SWOT analysis 8. Suggestion 9.
Limitation TELECOM HISTORY SINCE 1842 TILL NOW With the dramatic changes in
interpersonal communication over the past decade, Internet messaging has emerged as the
primary medium for transferring information quickly, inexpensively, and reliably. However, the
growing popularity of wireless telephones has added another dimension to the communications
equation—mobility. As more Indians rely on cellular communication, this market is expected to
see explosive growth over the forecast period. Let’s have a review of telecommunication
History:- TELECOM HISTORY 1842: Wireless by conduction 1843: Early electromagnetic
research, wireless by induction 1865: Induction and Dr. Loomis Early radio discoveries 1879:
D.E. Hughes and the first radio-telephone reception 1880: The photo phone and the first voice
radio-telephone call 1880 to 1900: Radio development begins in earnest 1910: The first car-
telephone 1924: The first car-mounted radio-telephone 1937: Early conventional radio-telephone
development The Modern era begins 1946: The first commercial American radio-telephone
service 1947: Cellular systems first discussed 1948: The first automatic radio telephone service
1969: The first cellular radio system 1973: The Father of the cell phone 1978: First generation
analog cellular systems begin 1980: Growth of Japanese cellular development 1981: NMT -- the
first multinational cellular system 1982: The rise of GSM 1990: North America goes digital: IS-54
Prehistory (Birth to Bell Labs, 1924) While puzzling over the mysteries of radio, many inventors
worked concurrently on power generation, telegraphs, lighting, and later, telephone. The
thorough understanding of electricity required to produce a reliable, practical radio system took a
long time and happened in different phases. In 1820, Danish physicist Christian Ousted
discovered electromagnetism, the science that could help generate electrical power and, if fully
understood and applied, usher in the era of telecommunication. Michael Faraday - 1791 to 1867
In 1821 Michael Faraday reversed Oberstar’s experiment and in so doing discovered induction.
This helped him build the world's first electricity generator. He worked on Different electrical
problems in the next ten years, eventually publishing his results on induction in 1831. Joseph
Henry - 1797 to 1878 In 1830 the great American scientist Professor Joseph Henry transmitted
the first practical electrical signal; showing that electromagnetism could do more than just create
current or pick up heavy weights -- it could communicate. In a stunning demonstration in his
Albany Academy classroom, Henry created the forerunner of the telegraph. While Henry did not
pursue electrical signaling, he did help someone who did. And that man was Samuel Finley
Breese Morse. Samuel Morse - 1791 to 1872 In 1837 Samuel Morse invented the first practical
telegraph, applied for its patent in 1838 and was finally granted it in 1848. Joseph Henry helped
Morse build a telegraph relay Or repeater that allowed long distance operation. The telegraph
brought the country closer and eventually the world. Morse also experimented with wireless, not
by passing signals though the atmosphere but through the earth and water. Without a cable
Wireless by conduction On October 18, 1842, Morse laid wires between Governor's Island and
Castle Garden, New York, a distance of about a mile. Part of that circuit was under water. But
before he could complete this demonstration a passing ship pulled up his cable, ending it
seemed, his experiment. Undaunted, Morse proceeded without the cable, passing his telegraph
signals through the water itself. This is wireless by conduction. Over the next thirty years most
inventors and developers concentrated on wire line telegraphy, that is, conventional telegraphy
carried over wires suspended on poles. Few tinkered exclusively with wireless since a basic
radio theory had not yet been worked out. Telegraphy, however, did produce a good
understanding of wireless by induction since wires ran parallel to each other and often induced
rogue currents into other lines. Early electromagnetic research In 1843 Faraday began intensive
research into whether space could conduct electricity. In 1864 Maxwell released his paper
"Dynamical Theory of the Electromagnetic Field" which concluded that light, electricity and
magnetism were all related and that all electromagnetic phenomena travelled in waves. Wireless
by conduction On October 18, 1842, Morse laid wires between Governor's Island and Castle
Garden, New York, a distance of about a mile. Part of that circuit was under water. But before he
could complete this demonstration a passing ship pulled up his cable, ending it seemed, his
experiment. Undaunted, Morse proceeded without the cable, passing his telegraph signals
through the water itself. This is wireless by conduction. Over the next thirty years most inventors
and developers concentrated on wire line telegraphy, that is, conventional telegraphy carried
over wires suspended on poles. Few tinkered exclusively with wireless since a basic radio theory
had not yet been worked out. Telegraphy, however, did produce a good understanding of
wireless by induction since wires ran parallel to each other and often induced rogue currents into
other lines. Early electromagnetic research In 1843 Faraday began intensive research into
whether space could conduct electricity. In 1864 Maxwell released his paper "Dynamical Theory
of the Electromagnetic Field" which concluded that light, electricity and magnetism were all
related and that all electromagnetic phenomena travelled in waves. Wireless by conduction On
October 18, 1842, Morse laid wires between Governor's Island and Castle Garden, New York, a
distance of about a mile. Part of that circuit was under water. But before he could complete this
demonstration a passing ship pulled up his cable, ending it seemed, his experiment. Undaunted,
Morse proceeded without the cable, passing his telegraph signals through the water itself. This is
wireless by conduction. Over the next thirty years most inventors and developers concentrated
on wire line telegraphy, that is, conventional telegraphy carried over wires suspended on poles.
Few tinkered exclusively with wireless since a basic radio theory had not yet been worked out.
Telegraphy, however, did produce a good understanding of wireless by induction since wires ran
parallel to each other and often induced rogue currents into other lines. Early electromagnetic
research In 1843 Faraday began intensive research into whether space could conduct electricity.
In 1864 Maxwell released his paper "Dynamical Theory of the Electromagnetic Field" which
concluded that light, electricity and magnetism were all related and that all electromagnetic
phenomena travelled in waves. Induction and Dr. Loomis In 1865, a dentist Dr. Mahlon Loomis
of Virginia may have been the first person to communicate through wireless via the atmosphere.
Between 1866 and 1873 he transmitted telegraphic messages at a distance of 18 miles. At one
location he even flew a metal-framed kite on a metal wire, perhaps taking inspiration from
Benjamin Franklin. At another location a similar kite picked up these signals and noted them with
a galvanometer. Early radio discoveries Maxwell's 1864 conclusions were distributed around the
world and created a sensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn,
Germany, could produce and detect radio waves consistently and reliably. On November 22,
1875, while working on acoustical telegraphy, a science close to telephony, Thomas Alva Edison
noticed unusual looking electro-magnetic sparks. D.E. Hughes and the first radio-telephone
reception From 1879 to 1886, London-born David Hughes discovered radio waves but was told
incorrectly that he had discovered no such thing. Discouraged, he pursued radio no further.
Hughes noticed a clicking noise in his home built telephone each time he worked using his
induction balance, a device now often used as a metal detector. He transmitted signals from one
room to another in his house in London. But since the greatest range there was about 60 feet,
Hughes took to the streets with his telephone, intently listening for the clicking produced by his
clockwork transmitter, gradually diminishing until it no longer could be heard. Alexander Graham
Bell was the man who invented the telephone and made the first call on a wired telephone to
Thomas Watson. Bell was also first with radio. Induction and Dr. Loomis In 1865, a dentist Dr.
Mahlon Loomis of Virginia may have been the first person to communicate through wireless via
the atmosphere. Between 1866 and 1873 he transmitted telegraphic messages at a distance of
18 miles. At one location he even flew a metal-framed kite on a metal wire, perhaps taking
inspiration from Benjamin Franklin. At another location a similar kite picked up these signals and
noted them with a galvanometer. Early radio discoveries Maxwell's 1864 conclusions were
distributed around the world and created a sensation. But it was not until 1888 that Professor
Heinrich Hertz of Bonn, Germany, could produce and detect radio waves consistently and
reliably. On November 22, 1875, while working on acoustical telegraphy, a science close to
telephony, Thomas Alva Edison noticed unusual looking electro-magnetic sparks. D.E. Hughes
and the first radio-telephone reception From 1879 to 1886, London-born David Hughes
discovered radio waves but was told incorrectly that he had discovered no such thing.
Discouraged, he pursued radio no further. Hughes noticed a clicking noise in his home built
telephone each time he worked using his induction balance, a device now often used as a metal
detector. He transmitted signals from one room to another in his house in London. But since the
greatest range there was about 60 feet, Hughes took to the streets with his telephone, intently
listening for the clicking produced by his clockwork transmitter, gradually diminishing until it no
longer could be heard. Alexander Graham Bell was the man who invented the telephone and
made the first call on a wired telephone to Thomas Watson. Bell was also first with radio.
Induction and Dr. Loomis In 1865, a dentist Dr. Mahlon Loomis of Virginia may have been the
first person to communicate through wireless via the atmosphere. Between 1866 and 1873 he
transmitted telegraphic messages at a distance of 18 miles. At one location he even flew a
metal-framed kite on a metal wire, perhaps taking inspiration from Benjamin Franklin. At another
location a similar kite picked up these signals and noted them with a galvanometer. Early radio
discoveries Maxwell's 1864 conclusions were distributed around the world and created a
sensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn, Germany, could
produce and detect radio waves consistently and reliably. On November 22, 1875, while working
on acoustical telegraphy, a science close to telephony, Thomas Alva Edison noticed unusual
looking electro-magnetic sparks. D.E. Hughes and the first radio-telephone reception From 1879
to 1886, London-born David Hughes discovered radio waves but was told incorrectly that he had
discovered no such thing. Discouraged, he pursued radio no further. Hughes noticed a clicking
noise in his home built telephone each time he worked using his induction balance, a device now
often used as a metal detector. He transmitted signals from one room to another in his house in
London. But since the greatest range there was about 60 feet, Hughes took to the streets with
his telephone, intently listening for the clicking produced by his clockwork transmitter, gradually
diminishing until it no longer could be heard. Alexander Graham Bell was the man who invented
the telephone and made the first call on a wired telephone to Thomas Watson. Bell was also first
with radio. Induction and Dr. Loomis In 1865, a dentist Dr. Mahlon Loomis of Virginia may have
been the first person to communicate through wireless via the atmosphere. Between 1866 and
1873 he transmitted telegraphic messages at a distance of 18 miles. At one location he even
flew a metal-framed kite on a metal wire, perhaps taking inspiration from Benjamin Franklin. At
another location a similar kite picked up these signals and noted them with a galvanometer.
Early radio discoveries Maxwell's 1864 conclusions were distributed around the world and
created a sensation. But it was not until 1888 that Professor Heinrich Hertz of Bonn, Germany,
could produce and detect radio waves consistently and reliably. On November 22, 1875, while
working on acoustical telegraphy, a science close to telephony, Thomas Alva Edison noticed
unusual looking electro-magnetic sparks. D.E. Hughes and the first radio-telephone reception
From 1879 to 1886, London-born David Hughes discovered radio waves but was told incorrectly
that he had discovered no such thing. Discouraged, he pursued radio no further. Hughes noticed
a clicking noise in his home built telephone each time he worked using his induction balance, a
device now often used as a metal detector. He transmitted signals from one room to another in
his house in London. But since the greatest range there was about 60 feet, Hughes took to the
streets with his telephone, intently listening for the clicking produced by his clockwork
transmitter, gradually diminishing until it no longer could be heard. Alexander Graham Bell was
the man who invented the telephone and made the first call on a wired telephone to Thomas
Watson. Bell was also first with radio. Induction and Dr. Loomis In 1865, a dentist Dr. Mahlon
Loomis of Virginia may have been the first person to communicate through wireless via the
atmosphere. Between 1866 and 1873 he transmitted telegraphic messages at a distance of 18
miles. At one location he even flew a metal-framed kite on a metal wire, perhaps taking
inspiration from Benjamin Franklin. At another location a similar kite picked up these signals and
noted them with a galvanometer. Early radio discoveries Maxwell's 1864 conclusions were
distributed around the world and created a sensation. But it was not until 1888 that Professor
Heinrich Hertz of Bonn, Germany, could produce and detect radio waves consistently and
reliably. On November 22, 1875, while working on acoustical telegraphy, a science close to
telephony, Thomas Alva Edison noticed unusual looking electro-magnetic sparks. D.E. Hughes
and the first radio-telephone reception From 1879 to 1886, London-born David Hughes
discovered radio waves but was told incorrectly that he had discovered no such thing.
Discouraged, he pursued radio no further. Hughes noticed a clicking noise in his home built
telephone each time he worked using his induction balance, a device now often used as a metal
detector. He transmitted signals from one room to another in his house in London. But since the
greatest range there was about 60 feet, Hughes took to the streets with his telephone, intently
listening for the clicking produced by his clockwork transmitter, gradually diminishing until it no
longer could be heard. Alexander Graham Bell was the man who invented the telephone and
made the first call on a wired telephone to Thomas Watson. Bell was also first with radio. 1888
onwards: Radio development begins in earnest In 1888 the German, Heinrich Hertz,
conclusively proved Maxwell's prediction that electricity could travel in waves through the
atmosphere. Unlike Hughes, the extensive and systematic experiments into radio waves that
Hertz conducted were recognized and validated by inventors around the world. Jagadish
Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a bell
remotely and to explode some gunpowder". Marconi established the first successful radio
system. In 1901, his radio-telegraph system sent signals across the Atlantic Ocean. Ships were
the first wireless mobile platforms. In 1901 Marconi placed a radio aboard a Thorny croft steam-
powered truck, thus producing the first land-based wireless mobile transmitting data, not voice.
In December 24, 1906, Reginald Fessenden accomplished the first radio band wave
communication of human speech over a distance of 11 miles, from Brant Rock, Massachusetts,
to ships in the Atlantic Ocean. Radio was no longer limited to telegraph codes, no longer just a
wireless telegraph, but a means of verbal communication. The first car-telephone From 1910
onwards, Lars Magnus Ericsson, the man who founded Ericsson in 1876, and his wife Hilda,
regularly worked the first car telephone. Access was not by radio, instead there were two long
sticks, like fishing rods, handled by Hilda. She would hook them Over a pair of telephone wires,
seeking a pair that was free. When they were found, Lars Magnus would crank the dynamo
handle of the telephone, which produced a signal to an operator in the nearest exchange. 1888
onwards: Radio development begins in earnest In 1888 the German, Heinrich Hertz,
conclusively proved Maxwell's prediction that electricity could travel in waves through the
atmosphere. Unlike Hughes, the extensive and systematic experiments into radio waves that
Hertz conducted were recognized and validated by inventors around the world. Jagadish
Chandra Bose demonstrated electromagnetic waves in 1895 "by using them to ring a bell
remotely and to explode some gunpowder". Marconi established the first successful radio
system. In 1901, his radio-telegraph system sent signals across the Atlantic Ocean. Ships were
the first wireless mobile platforms. In 1901 Marconi placed a radio aboard a Thorny croft steam-
powered truck, thus producing the first land-based wireless mobile transmitting data, not voice.
In December 24, 1906, Reginald Fessenden accomplished the first radio band wave
communication of human speech over a distance of 11 miles, from Brant Rock, Massachusetts,
to ships in the Atlantic Ocean. Radio was no longer limited to telegraph codes, no longer just a
wireless telegraph, but a means of verbal communication. The first car-telephone From 1910
onwards, Lars Magnus Ericsson, the man who founded Ericsson in 1876, and his wife Hilda,
regularly worked the first car telephone. Access was not by radio, instead there were two long
sticks, like fishing rods, handled by Hilda. She would hook them Over a pair of telephone wires,
seeking a pair that was free. When they were found, Lars Magnus would crank the dynamo
handle of the telephone, which produced a signal to an operator in the nearest exchange.
Around the same time, the triode tube was developed, allowing far greater signal strength to be
developed both for wire line and wireless telephony. No longer passive like a crystal set, a triode
was powered by an external source, which provided much better reception and volume. Later,
with Armstrong's regenerative circuit, tubes were developed that could either transmit or receive
signals, were stable and powerful enough to carry the human voice and sensitive enough to
detect those signals in the radio spectrum. In 1919, three firms came together to develop a
wireless company that one day would have a reach across the globe. Heavy equipment maker
ASEA, boiler and gas equipment maker AGA and telephone manufacturer LM Ericsson, formed
SRA Radio, the forerunner of Ericsson's radio division. The first car-mounted radio-telephone
Bell Laboratories claims to have invented the first version of a mobile in 1924. It was a two-way,
voice-based radio-telephone and the adjoining photograph from their site certainly seems to
confirm it. Around the same time, the triode tube was developed, allowing far greater signal
strength to be developed both for wire line and wireless telephony. No longer passive like a
crystal set, a triode was powered by an external source, which provided much better reception
and volume. Later, with Armstrong's regenerative circuit, tubes were developed that could either
transmit or receive signals, were stable and powerful enough to carry the human voice and
sensitive enough to detect those signals in the radio spectrum. In 1919, three firms came
together to develop a wireless company that one day would have a reach across the globe.
Heavy equipment maker ASEA, boiler and gas equipment maker AGA and telephone
manufacturer LM Ericsson, formed SRA Radio, the forerunner of Ericsson's radio division. The
first car-mounted radio-telephone Bell Laboratories claims to have invented the first version of a
mobile in 1924. It was a two-way, voice-based radio-telephone and the adjoining photograph
from their site certainly seems to confirm it. History of cellular mobile telephony: 1982 to 2001
1980 - First cellular phones began to appear 1982 - Nordic Mobile Telephony (NMT) standard
1983 - American Mobile Phone System (AMPS) standard 1986 - Nordic Mobile Telephony
(NMT) 900 MHz 1991 - Commercial launch of the GSM service 1993 - Coverage of main roads
GSM services start outside Europe 1994 - Japanese Digital Cellular (JDC) 1996 - USA Personal
Communications Systems (PCS) 1982 - The beginning During the early 1980s, analog cellular
telephone systems experienced rapid growth in Europe, particularly in Scandinavia and the
United Kingdom, but also in France and Germany. Each country developed its own system,
which was incompatible with those of others, in equipment and operation. This was an
undesirable situation, because not only was the mobile equipment limited to operation within
national boundaries, but also limited to the market for each type of equipment. This scenario in a
unified Europe was undesirable. The Europeans realized this early on, and in 1982, the
Conference of European Posts and Telegraphs (CEPT) form a study group called the Group
Special Mobile (GSM) to study and develop a pan-European public land mobile system. The
proposed system had to meet certain criteria, which included: 1. Good subjective speech quality.
2. Low terminal and service cost. 3. Support for international roaming. 4. Ability to support
handheld terminals. 5. Support for a range of new services and facilities. Spectral efficiency 7.
ISDN compatibility. Nordic Telecom and Netherlands PTT proposed to the CEPT the
development of a new digital cellular standard that would cope with the ever-burgeoning
demands on European mobile networks. The European Commission (EC) issued a directive
which required member states to reserve frequencies in the 900 MHz band for GSM to allow for
roaming. 1986 Main GSM radio transmission techniques were chosen. 1987 September - 13
operators and administrators from 12 areas in the CEPT GSM advisory group signed the charter
GSM (Groupe Spéciale Mobile) MoU "Club" agreement, with a launch date of 1 July 1991. The
original French name Groupe Spéciale Mobile was changed to Global System for Mobile
communications; but the original GSM acronym remains. GSM SPECIFICATIONS WERE
DRAFTED. 1989 – 1998 In 1989, GSM responsibility was transferred to the European
Telecommunication Standards Institute (ETSI), and phase I of the GSM specifications was
published in 1990. Commercial services started in mid 1991, and by 1993 there were 36 GSM
networks in 22 countries, with 25 additional countries like South Africa, Australia and many
Middle and Far East countries opting for GSM. By the beginning of 1994, there were 1.3 million
subscribers worldwide. The developers of GSM chose an unproven (at that time) digital system,
as opposed to the then standard analog cellular systems like AMPS in the United States and
TACS in the United Kingdom. They had faith in the advancements in compression algorithms
and digital signal processors to allow the fulfillment of the original criteria and the continual
improvement of the system in terms of quality and cost. The European Telecommunications
Standards Institute (ETSI) defined GSM as the internationally accepted digital cellular telephony
standard. 1990 Phase 1 GSM 900 specifications were frozen DCS adaptation started. Validation
systems implemented. First GSM World congress at Rome had 650 participants. 1991 First GSM
specification was demonstrated. DCS specifications were frozen. GSM World Congress at Nice
had 690 participants. 1992 January - The first GSM network operator was Oy Radiolinja Ab in
Finland. December 1992 - 13 networks were on air in 7 areas. GSM World Congress at Berlin
had 630 participants. 1993 GSM was demonstrated for the first time in Africa at Telkom '93 in
Cape Town. Roaming agreements between several operators were established. By December
1993, 32 networks were on air in 18 areas. GSM World Congress at Lisbon progressed with 760
participants. Telkom '93 was held in Cape Town. First GSM systems were shown. 1994 First
GSM networks in Africa were launched in South Africa. Phase 2 data /fax bearer services were
launched. Vodacom became the first GSM network in the world to implement data/fax. GSM
World Congress at Athens drew 780 participants. December 1994 -- 69 networks were on air in
43 areas. 1995 GSM MOU was formally registered as an association registered in Switzerland
with 156 members from 86 areas. GSM World Congress at Madrid attracted 1400 participants.
December 1995 - 117 networks were on air in 69 areas. Fax, Data and SMS roaming started.
GSM phase 2 standardisation was completed, including adaptation for PCS 1900. First PCS
1900 network was shown live 'on air' in the USA. Telecom '95, Geneva -- Nokia shows 33.6 kbps
multimedia data via GSM. Namibia goes on-line. Ericsson 337 wins GSM ‘phone of the year’. US
FCC auctioned off PCS licenses. 1996 December 1996 - 120 networks were on air in 84 areas.
GSM World Congress was held in Cannes. GSM MOU Plenary was held in Atlanta GA, USA. 8K
SIM was launched. Pre-paid GSM SIM cards were launched. Bundled billing was introduced in
South Africa. Libya goes on-line. Option International launches the world's first GSM/Fixed-line
modem. 2001 Feb -- GSM Conference held in Cannes. By May 2001 there were 500m GSM
900/1800/1900 users worldwide. 16 billion SMS messages were sent in April 2001. By April, 500
million people are GSM users. COMPANY PROFILE Airtel comes to you from Bharti Cellular
Limited - a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. 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 and more than 7 million
satisfied customers. VISION: To make mobile communications a way of life and be the
customers' first choice. MISSION: We will meet the mobile communication needs of our
customers through: •Error-free service delivery •Innovative products and services • Cost
efficiency • Unified Messaging Solutions CORE VALUE: We will delight our customer with our
simplicity, speed & innovation. We will honors our commitment. We will follow the highest
standard of professional integrity & behavior. We will respect individual, build winning teams and
lead by example. We will create a fun filled and friendly workplace. AIRTEL MOBILE
COMMUNICATIONS LIMITED Bharti Tele-Ventures Limited was incorporated on July 7, 1995
for promoting investments in telecommunications services. Its subsidiaries operate telecom
services across India. Bharti Tele-Ventures is India's leading private sector provider of
telecommunications services based on a strong customer base consisting of 7.42 million total
customers, which constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30,
2004. 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
29.21 million subscribers as of June 30, 2004. Despite this rapid growth, the mobile penetration
rate in India, at approximately 2.8% as of June 30, 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 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. Bharti
Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-
two telecom circles in India. It proposes to consolidate all its subsidiaries providing mobile
services under Bharti Cellular Limited. As of June 30, 2004, approximately 92% of India's total
mobile subscriber market resided in the Company's sixteen mobile circles, which collectively
covered only 56% of India's land mass. AIRTEL DISTRIBUTION SYSTEM DISTRIBUTION
SYSTEM A proper distribution system is very important for every company because now a days
the customer wants full service without any pain. Airtel has a deep penetration in the market of
prepaid cards, coupons, easy recharge and postpaid cards. I also seen in the market the happy
faces of customers and retailers of Airtel because of the easy availability of Airtel cards and
 coupons. BENEFITS OF GOOD DISTRIBUTION SYSTEM 1. Easy availability 2. Satisfied
customers 3. Competitive advantage 4. Better market reputation 5. Saves time DISTRIBUTION
SYSTEM OF AIRTEL 1. Organization (C&FA's) 2. Distributor 3. Retailer 4. Customer
OBJECTIVE OF THE STYDY o To study the consumer trends in telecommunication sector and
study consumer decision-making & preferences. o To study marketing strategies adopted by
Airtel.

TECHNIQUES USED IN TRADE PROMOTION

 On-consignment sales
 Dealer contests
 Dealer gifts
 Display contests
 Point of sale material
 Shop board painting
 Dealer discounts
 Trade fair participation
 Dealer meets
 Cooperative advertising

ADVANTAGES AND DISADVANTAGES OF SALES PROMOTION

Sales Promotion techniques yield results that many other marketing communication elements
cannot achieve .For example it can turn around a sales trend in the short run, help introduce a
new product by encouraging consumer and retail acceptance, reinforce message driven by other
communication -mix element, etc

Some of the benefits of sale promotion

 Sales promotion produces result by stimulating people to act - to try, to buy, to buy more, or
to buy more often. It can lead to trial, generate excitement, encourage rein peat purchase,
attract switchers, etc. It is especially helpful in situations where there is extreme pressure to
increase sales eg.at the end of the year when there are shortfalls in budgeted sales.
 It produces immediate results. While advertising or public relation act as an investment
producing sales in the long run, sales promotion works during a definite span of time. Most
of the sales come during the sale promotions period itself. Very often, if the promotion is
successful, one can get results within hours, days or weeks.
 It can prevent competitor entry or offset competitor promotions and thus help maintain the
brands current market share.
 Sales promotion techniques directed at channel members or sales force can gain channel
support and involvement and help ³push´ the product. It helps in getting shelf space and
merchandising benefits at the retail level, clearing off excess inventory, motivating sales
people to find new contacts etc .Sales promotion is relatively easy to design and implement.
It is possible to calculate costs effect on sales and sometimes even on competitor sales.

DISADVANTAGES OF SALES PROMOTION

 Most sales promotion is used for short-term results. Any excessive use can shift the focus on
short-term marketing planning that acts only at the behavioral level. 
 Increasing sales promotion activities has led to clutter, leading companies to cut each other
and thus eroding the bottom line. In mature markets sales promotion does not do much in
attracting new customers but only switchers who are dear prone

1.2OBJECTIVE OF STUDY

Primary research objective:- to study the new plan for prepaid customers and to know what
are the promotional activities company follow to increase the sale.

objective:-

 To determine the most popular telecom brand

 To determine the average age on consumers on same network
 To determine the best sales promotion scheme
 To determine the consequences of current schemes

1.3SCOPE OF STUDY

The Scope of the Research study would include the geographic & Demographic region of
Mumbai.

1.4DATA COLLECTION METHOD

Primary method: - Data was collected from respondents through direct interaction and google
form.

Secondary method: - External study data has also been used through internet. And through
newsletters & journals
 CHAPTER-2 COMPANY
PROFILE

2.1 TELECOM INDUSTRY IN INDIA

Indian telecom sector, like any other industrial sector in the country, has gone through many
phases of growth and diversification. Starting from telegraphic and telephonic system in the 19th
century, the field of telephonic communication has now expanded to make use of advanced
technologies like gsm, cdma, and wll to great 3g technology in mobile phones. day by day, both
the public players and the private players are putting in their resources and efforts to improve the
telecommunication technologies so as to give maximum to their customers. The telecom industry
of India is on the edge of becoming the second biggest telecom sector in the world with an
overall compactness of telecommunications of up to 4789%. in the year 2009, the industry
attracted subscribers of over 562.21 million which was 35% greater than its previous year, as per
telecom regulatory authority of India (trai) report. the Indian telecom industry registered annual
revenues of over us$ 8.57billion in2009triggered by the revival in incomes from landline and
mobile services. by 2014 the industry is anticipated to surface as the highest element in the
nation's gdp by contributing up to 15.5%.currently, the telecom industry is on an expansion spree
and is adding 9-11 million cellular phone subscribers per month. With this pace the sector is
estimated to cover more than half of the nation's population by 2012 .2010 budget telecom
industry expectations are re-introduction of tax exemptions in context of system rollouts in rural
districts and to telecom infrastructure service providers, tax relief to businesses undergoing
reformatting mentioned in provisions under section80ia (12a) by the finance act,2007 special
additional duty (sad) compensation, accessibility of cenvatcredit in case of relocation of the
business, tariffs of not up to 0.5-2% and explanation on tax reduction of entire spectrum charge
GSM MOBILE MARKET SHARE IN INDIA - 1. Bharti Airtel: 121.7million (30.86%) 2.
Vodafone Essar: 94.1 million (23.87%) 3. IDEA: 59.8million (15.19%)4 4. BSNL: 59.million
(15.08%) 5. Aircel: 33.0 million (838%) 6. Reliance Telecom: 15.7million (4.0%) 7. MTNL:
4.6million (1.17%) 8. Loop Mobile: 2.7million (0.9%) 9. Uninor: 2.5million (0.64% 10. STel:
0.5million (0.13%) Total Users: 395.3 million 13.

2.2 BHARTI AIRTEL LTD

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group has
a diverse business portfolio and has created global brands in the telecommunication sector.Bharti
has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart
for the cash & carry business. It has successfully launched an international venture with
ELRothschild Group to export fresh agri products exclusively to markets in Europe and USA and
has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world
leader in financial protection and wealth management.Airtel comes from Bharti Airtel Limited;
Bharti Airtel is one of the leading alternative providers of telecommunications services in India
and the first private telecom services provider with footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered the course of the
telecom sector in the country with its world class products and services. The businesses at Bharti
Airtel have been structured into three individual strategic business units (SBUs) - Mobile
Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile
& fixed wireless services using GSM technology across 23Telecom circles while the Airtel
Telemedia Services business offers broadband &telephone services in 94Cities. The Enterprise
services provide end-to-end telecom solutions to corporate customers and national &
international long distance services to carriers. All these services are provided under the Airtel
brand .Airtel comes from Bharti Airtel Limited, one of Asians leading integrated telecom
services providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its
inception has been at the forefront of technology and has pioneered several innovations in the
telecom sector. The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV The mobile business offers services in India, Sri Lanka and
Bangladesh. TheTelemedia business provides broadband, IPTV and telephone services in89
Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The
Enterprise business Provides end-to-end telecom solutions to corporate customers and national
and international long-distance services to Telco‟s. Airtel was born free, a force unleashed into
the market with a relentless and unwavering determination to succeed. A spirit charged with
energy, creativity and a team driven ³to seize the day´ with an ambition to become the most
globally admired telecom service. Airtel, in just ten years of operations, rose to the pinnacle to
achievement and continues to lead. As India's leading telecommunications company Airtel brand
has played the role as a major catalyst in India's reforms, contributing to its economic
resurgence.

COMPANY PROFILE
Date of Establishment 1995 Revenue 6716.88(USD in Millions) Market Cap 1062548.9208608(
Rs. in Millions ) Corporate Address- Aravali Crescent ,1 Nelson Mandela Road,Vasant Kunj
Phase 2 NewDelhi-110070, Delhi Chairperson - Sunil Bharti Mittal MD - Sunil Bharti Mittal
Directors - Ajay Lal, Akhil Gupta, Arun Bharat Ram, Bashir Currimjee, Chua Sock Koong,Craig
Ehrlich, Deven Khanna, Lim Chuan Poh, Manoj Kohli, Mauro Sentinelli, N Kumar, Nikesh
Arora, Paul O'sullivan, Pulak Chandan Prasad, Quah Kung Yang, Rajan Bharti Mittal,Rakesh
Bharti Mittal, Sarvjit Singh Dhillon, Sunil Bharti Mittal, Tan Yong Choo, VijayaSampathBharti
Airtel, incorporated on July 7, 1995 is the flagship company of Bharti Enterprises. The Bharti
Group has a diverse business portfolio and has created global brands in the telecommunication
sector. Bharti Airtel is Asia‟s leading integrated telecom services provider with operations in
India and Sri Lanka. Bharti Airtel has been at the forefront of the telecom revolution and has
transformed the sect Company Secretary- Vijaya Sampath Bankers Auditors- SR Batliboi &
Associates.

Business Divisions

The enterprise services group includes units for both long-distance carriers and for corporate
clients. Bharti Airtel has nearly 29 million total customers -- approximately more than
27millionGSM mobile and 1.6 million fixed-line customers. The company was founded as Bharti
Tele-Ventures in 1995 and changed its name in early 2006 to Bharti Airtel Limited. It is a unit of
Indian conglomerate Bharti Enterprises)Sunil Bharti Mittal (Chairman and Group Managing
Director)This highly innovative company created telecom history when it farmed out its network
management to experts Nokia and Ericsson, and set a trend in the global cellular industry. Last
year, Vodafone gave the company a vote of confidence by acquiring 10% mostly from early
Bharti investor Warburg Pincus. This year, Bharti will offer its second overseas services after the
Seychelles. It acquired a license for tax haven Jersey, in the Channel Islands, and is looking for
more. It also plans to spend $2billion this year to double the size of its network and cover 50%of
India's population, up from40% currently. The group offers high speed broadband internet with a
best in class network. With Landline services in 94 cities we help you stay in touch with your
friends & family and the world. Get world class entertainment with India‟s best direct to home
(DTH) service digital TV in more than 150 cities. Bharti Airtel offers GSM mobile services in all
the 23-telecom circles of India and is the largest mobile service provider in the country, based on
the number of customers.
Discover the magical experience of digital entertainment with Airtel. From DVD quality picture
and sound, the best and widest variety of channels and programmes to the best on-demand
content on Airtel Live, your TV viewing experience change forever with digital TV from Airtel!
Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier
customers. This division comprises of the Carrier and Corporate business unit. Enterprise
Services is regarded as the trusted communications partner to India's leading organizations,
helping them to meet the challenges of growth. Airtel Money Airtel has started a new
mCommerce platform called Airtel Money with collaboration with Infosys and Smart Trust (now
Giesecke & Devrient). It was launched on April 5, 2012, in Infosys Campus of Bangalore. with
the help of Airtelmoney,users can transfer money, pay bills and other financial transactions using
mobile phone.

2.3 VISION OF BHARTI AIRTEL

By 2010 Airtel will be the most admired brand in India: Loved by more customers Targeted by
top talent Benchmarked by more businesses

2.4 HISTORY OF THE COMPANY

Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under
the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures received
certificate for commencement of business on January 18, 1996. The Company was initially
formed as a wholly-owned subsidiary of Bharti Telecom Limited. The chronology of events
since Bharti Tele-Ventures was incorporated in 1995 is as follows Calendar year & Events 1995
 Bharti Cellular launched cellular services'AirTel'in Delhi 1996 20.

 STET International Netherlands NV, or STET, a company promoted by Telecom Italia,Italy

acquired a 20% equity interest in BhartiTele-Ventures Bharti Telenet launched cellular services
in Himachal Pradesh 1997

 British Telecom acquired a 21.05% equity interest in Bharti Cellular

 Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle
 Bharti Telecom and British Telecom formed a 51% :49% joint venture, Bharti BT, for
providing VSAT services 1998 Bharti Telecom and British Telecom formed a 51% :49% joint
venture, Bharti BTInternet for providing Internet services

 First Indian private fixed-line services launched in Indore in the Madhya Pradesh circle on
June 4, 1998 by Bharti Telnet thereby ending fixed-line services monopoly of Dot(nowBSNL)
1999

 Warburg Pincus (through its investment company Brentwood Investment HoldingsLimited)

acquired a 19.05% equity interest in Bharti Tele-Ventures

 Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular Holdings) acquired
an effective 32.36% equity interest in Bharti Mobile (formerly JT Mobiles), the cellular services
provider in Karnataka and Andhra Pradesh circles

 New York Life Insurance Fund, or NYLIF, acquired a3% equity interest in BhartiCellular
2000

 Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti

Mobinet(formerly Sky cell Communications), the cellular services provider in Chennai

 Bharti Tele-Ventures acquired a30.2% equity interest of Telecom Italia in BhartiTelenet and
18.8% from Bharti Telecom thereby making Bharti Telnet a 100%subsidiary of Bharti Tele
Ventures 21.
 SingTel (through its investment company Pastel Limited) acquired STET's 15.3%
equityinterest in Bharti Tele-Ventures
 Bharti Tele-Ventures acquired an additional effective41.64% equity interest in BhartiMobile
(by acquiring the remaining36.55% equity interest in SC Cellular) resulting inBharti Tele-
Ventures holding an effective74 % equity interest in Bharti Mobile. 2001
 Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular
 Bharti Telesonic entered into a joint venture, Bharti Aqua net, with SingTel for establishing a
submarine cable landing station at Chennai
 Bharti Tele-Ventures issued additional equity for approximately US$ 481.30 million to
SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and See jay Cellular and BhartiTelecom
 Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly Spice Cell),the
cellular services provider in Kolkata
 Bharti Tele-Ventures acquired 85% and 1 5% in Bharti Telespatial from Bharti Telecomand
Intel, respectively
 Bharti Tele-Ventures acquired a 44 % equity interest in Bharti Cellular from British
Telecom, thereby making Bharti Cellular its 100% subsidiary
 Bharti Tele-Ventures acquired an additiona l49% equity interest in Bharti Mobinet from
Millicom International and BellSouth International, thereby owning 89.5% equity interest in
Bharti Mobinet, which was further increased to 95.3% following an issuance of additional
equity shares by way of rights issue
 Punjab license restored to Bharti Mobile by the DoT and migration to NTP – 1999 accepted
 Bharti Cellular entered into license agreements to provide cellular services in eight new
circles following the fourth operator cellular license bidding process
 Bharti Telenet entered into license agreements to provide fixed-line services in the Haryana,
Delhi, Tamil Nadu and Karnataka circles
 Bharti Telesonic entered into a license agreement with the DoT to provide national long-
distance services across India 22.
 Bharti Aqua net, Bharti Telesonic and Bharti Cellular entered into license agreements with
the DoT to provide ISP services in India
 Bharti Telesonic launched national long distance services under the brand name of India One
 Bharti Telnet launched fixed line services in Haryana under the brand name of TouchTel
2002
 Comes out with issue of 18.53crore equity shares through book building route with afloor
price of Rs45 per share, received bid for 18.55crore shares. Through the issue, it becomes the
first company in India to come out with 100% book building issue
 Issue price fixed at Rs45per share, floor price fixed by the company. Raises Rs834 crore
 Shares listed on BSE, NSE and DSE, opens at 11% premium to its issue price of Rs 45
 Enters into a 5 -year agreement with Escotel and ETL of the Escorts group to contractleased
line connectivity for its cellular operations
 Mr. Ravi Akhoury ceases to be Director of Bharti Tele
 DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of the company
 Signs MoU with Telia AB to buy out their 26 % stake in Bharti Mobile
 Ties up with SSC (Secondary School Certification) Board, Hyderabad, where Bharti will
announce SSC results to its customers on their mobile phones
 ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs
 Bharti forays into Mumbai with offers
 Alpine International Ltd. and ELM International Ltd. acquire shares of Bharti Tele- Ventures
 Sunil Mittal, Chairman & Managing Director of the company, bags Businessman of the year
award by Business India 2003
 Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh Circle
 Company accorded its approval for amalgamation of its subsidiary companies viz:
BhartiTelenet Ltd, Bharti Telesonic Ltd, Bharti Broadband Networks Ltd and Bharti Comtel
Ltd through scheme of Amalgamation. The merged entity would be renamed as Bharti Infotel
Ltd.
 Air Tel launches Local direct dialing facility in Chennai circle
 Mobilizes5 m long term foreign currency borrowings for expansion of cellular operations 
Bharti Cellular unveils Care Touch service
 Bharti Group's cellular brand Airtel has unveiled free multimedia messaging services (MMS)
for its customers. The company has also rolled out pan-India GPRS (General Packet Radio
Services) for its corporate subscribers
 Launches its `India One Meet press' audio-conferencing service
 Punjab, Haryana get free incoming calls from Airtel
 AirTel provides SMS facilities to hearing impaired in Chennai
 Goa, Maharashtra gets 'voice portal' services by Bharti Cellular-Launches free additional
connection to its new subscribers in New Delhi
 Mr. Sin Hang Boon and Mr. Wong Hung Khim have resigned from the Board of Directors of
Bharti Tele Ventures Ltd with effect from February27, 2003.
 Airtel provides SMS cricket updates
 Bharti Mobinet Ltd, the Bharti group company that provides the AirTel mobile service
inChennai, today launched its GPRS (General Packet Radio Service) network and an MMS
(multimedia messaging) on the GPRS platform
 AirTel unveils new ring tones for Karnataka cellular market
 AirTel Subscribers exceed 3 Million mark
 AirTel unveils RAD system
 Mr. P M Sinha resigns from the Board of Directors of the Company with effect
fromMarch31,2003.
 Bharti TeleVentures announces the completion of merger with Bharti Mobitel
 Bharti Mobitel Ltd. merged with Bharti Cellular Ltd. AirTel reintroduces 'Mobile 2 Mobile'
offer for Karnataka customers
 AirTel, Touchtel jointly offer freeTouchtel land line for post-paid Airtel connection
 AirTel rolls out voice mail service for pre-paid customers
 AirTel unveils new scheme for pre-paid customers giving away free talk time worth
Rs10crore
 Airtel surpasses 4 lakh subscriber base in Karnataka
 Bharti announces new tariff plan AirTel 2012
 Offers 0-1-2, a new cellular package for the customers, which means zero charges on
incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs2 on mobile-to-mobile STD calls
 Rolls out Airtel messenger service
 AirTel offers bundled handset, connection package for Rs 5715
 Airtel slashes SMS rates to60 paisa; excludes Delhi and Mumbai
 Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its stake to100%
in Bharti Mobile
 Iinks distribution pact with Hathaway Cable. With this alliance, Bharti is said to be the first
telecom firm to step into television distribution services
 Six cell operators move over from Bharti to VSNL
 Airtel augments cellular coverage in TN by including Arcot & Walajapet in its network
 Airtel ties up with Coke in Chennai to sell its Magic prepaid cards
 AirTel embarks on network expansion in Hyderabad
 Airtel unveils India One Long Distance Calling Card
 AirTel introduces unified tariff package in TN, Chennai
 Airtel becomes front runner in Karnataka's mobile services market
 Bharti Tele launches 'Always on' service to its subscribers
 SBI, AirTel announce EMI offer at Rs 299
 Bharti and MTV join hands to launch new SIM card
 AirTel unveils new post-paid scheme at zero rental
 AirTel launches `Happy Plan' in AP
 Airtel emerges as the highest selling pre-paid card
 Airtel join hands with Alcatel & Videocon to launch new scheme
 AirTel service provider touches 5 lakh customers in Punjab
 Airtel offers5 new services for its customers in Mumbai
 Bharti launches first dual band network in Delhi
 Gets 14th place among top25 Cos in India
 Bharti Mobile crosse 4 lakh mobile subscribers in AP
 Airtel holds top position in terms of dealer penetration
 Prof. V S Raju has been inducted on the Board of Directors of the Company.
 Touchtel launches SMS service in fixed line phones in Karnal, Panipat
 AitTel unveils special offers in Kerala
 AirTel launches InnoWest for the western region
 Bharti Tele-Ventures enters into an agreement with Telesystem (Mauritius) Pvt. Ltd
 Airtel slashes out going sms price to30ps
 AirTel on December 16,2003 announced the launch of expense tracker service, which
provides customers the option of tracking their day-to-day expenses on a daily or monthly
basis. To avail of this service, the customer should register himself by sendingEXP REG
your mail ID{gt} to3020. This service will allow a user to track expenses,while on the move
by sending an SMS. Each SMS sent to 3020 would cost Rs3.
 AirTel introduces MTV Club Card in Chennai 2004
 Bharti unveils new card for Mecca pilgrims
 AirTel enrolls 50,000 customers in its mobile service in60 days
 Launches WAP enabled portal Service in Kerala
 Bharti Cellular's AirTel has extended its mobile connectivity to Karaikkal,
Nagur,Mannargudi and Kovilpalayam in Tamil Nadu circle.
 Airtel customer base touches new high of 5 lakh mark in Andhra Pradesh
 Mobile service provider AirTel is launching its first ever MMS (Multi Media service)
downloads in Tamil. The launch of this service has been timed to coincide with Pongal.
 AirTel tie up with MAA TV  Airtel launches Rs50 pre-paids recharge
 AirTel launched a family pack for its post-paid customers in Chennai on January 2
 According to a press release, the family pack may have a maximum of 10 members Spread
across the country. The combined basic plan fixed charges/rental of all family members in
the pack will have to be equal to Rs450 but less than Rs 1000 for the family450 pack and
above Rs 1000 for the family 1000 pack. The offerings under family pack 450 include 15free
mobile to mobile STD minutes within the family, 50 free local calling minutes to each family
member, calls within the family in same circle at50 paisa per minute, 25free local SMS and
one subscription alert service free for 3months.
 Bharti Tele-Ventures enters into a three year service agreement with Ericsson.
 Bharti Tele-Ventures (BTVL) has signed and received unified access service license to
provide GSM services in five circles including Uttar Pradesh (East), West Bengal
&Andaman Nicobar, Orissa, Bihar and Jammu & Kashmir. The license has been granted to
Bharti Cellular Ltd (BCL), the cellular arm and subsidiary of BTVL.
 Airtel announces the signing of the first-ever bilateral roaming agreement between an Indian
mobile service provider and its counterpart in Pakistan. This facility will be available to pre-
paid as well as post-paid customers. AirTel's roaming agreement is with Mobil ink, the only
GSM cellular service provider in Pakistan
 Acquires switching systems from Tekelec that will give a technological edge to the company
 Bharti Tele-Ventures Ltd signed an information technology outsourcing deal with InfoTech
major IBM, estimated to be in the range of 0-750 million for a ten-year period.
 Jayant Khosla, new chief executive officer, Mumbai Signs MoU to join the South East Asia -
Middle East - Western Europe 4(SEA-ME-WE-4) consortium along with 15 other global
telecom operators.
 Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the latter's 67.5 per
cent stake in cellular services company Hexacom for Rs430 crore.
 Bharti Tele garners 0 m via FCCBs
 Samsung India Electronics Limited has tied up with cellular operator Bharti for bundling its
mobile handsets with a connection.
 The Bharti group finalized an Rs500-crore deal to share its national long-distance (STD)
network with VSNL in a first-of-its-kind accord between two top telecom service providers
in a bid to optimize capacities in the NLD segment.
 Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL) has signed a
right to Use (RoU) agreement to deploy mobile telephony major, Bharti Tele-Ventures
„existing National Long Distance (NLD) backbone.
 Airtel offers talk time transfer service
 Airtel has announced money-back guarantee offer in case of call drop or poor network
experience for its subscribers
 Bharti launches 2-in-1 card.
 Airtel launched two-way international roaming and GPRS for prepaid customers in the
Maharashtra and Goa circles
 India's leading cellular company Bharti Tele-Ventures has bagged the Asian Mobile News
operator of the year award in India and the subcontinent
 Bharti Tele-Ventures Ltd has awarded a million equipment contract to Swedish telecoms
company Ericsson
 Bharti Televentures announced formation of a new strategic business unit to offer various
telecom and IT services through a single contact
 Bharti Televentures unveiled a mobile portal featuring sports, entertainment and news among
others
 Airtel ties up with Micro Tech to set up 'Mcops' vehicle security system
 Bharti Tele-Venture on July 19 launched ring back tone service which is a personalized
mobile music service where the caller hears songs and other sound clips instead of the
traditional switchboard ring-ring tone
 Airtel, a private telecom services provider, has commissioned its first24x7 customer service
centre in Andhra Pradesh Airtel unveils Rs 199 pre paid card
 AirTel join hands with NMIMS to offer executive MBA programme
 AirTel introduces new scheme for hearing impaired in Maharashtra & Goa
 AirTel inks pact with JP Mobile
 AirTel unveils first virtual calling cards in India
 BTVL rolls out EDGE services in Bangalore
 Airtel rolls out Full Talk time Advantage card
 Airtel rolls out Wi-Fi services in Mumbai
 BTVL launches new 'Airtel Broadband Friendly Offer'
 Airtel launches GPRS services for pre-paid customers
 Airtel partners with ITPO to set up Wi-Fi network in Delhi
 Airtel launches EDGE services and a new pre-paid plan for Chennai
 Airtel introduces LAS in Karnataka 2005
 Airtel launches video services for its GPRS customers on February 22,2005 28
 Airtel unveils new TV ad featuring Sachin, Sharukh

 Bharti Tele-Ventures launches telecom network in Andaman & Nicobar

 BTVL unveil fixed line, broadband services

 Bharti inks5 -m deal with Nokia for rural network expansion

 Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have joined hands
to launch mChq - a revolutionary new service - a credit card on the mobile phone

 Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India

 Bharti Tele Ventures announces agreement with Vodafone

 Airtel unveils 'free flight' offer  Airtel unveils starter pack

 Bharti Tele-Ventures launches under sea cable system 2006

 Airtel unveils Re 1 STD plans  Airtel launches NetXpert.

 Airtel launches Post2 Pre recharging service on April 04,2006

 Airtel sets up customer centre  Mobile service provider Airtel today announced the launch
of `Save My Phone Contact „service for its pre-paid and post-paid customers in Delhi

 Bharti Tele Ventures bags 'Wireless Service Provider of the Year' & 'Competitive Service
Provider of the Year' awards Sunil Mittal bags CEO of the Year award

 Cellebrum join hands with Airtel  Airtel Mega unveiled in Coimbatore

 Airtel joins hand with Microsoft

 Bharti Airtel Ltd has informed that Microsoft and the Company announced a strategic
partnership that will offer a range of software and services for small and medium businesses
(SMBs) in India.

 Bharti Airtel Ltd on Nov8, announced a first-of-its-kind alliance with the Adani Group for
establishing an end-to-end modern telecommunication network infrastructure for the latter’s
 Multi-sector special economic zone (SEZ), located near Mundra Port in Kutch district of
Gujarat. 2007 Bharti Airtel, telecom major, has come out with a slew of initiatives including
buying OutSingTel‟s50 per cent stake in joint venture undersea cable company Network i2i
for 0 million.

 Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on Economics of
Quality.

 Bharti Airtel Ltd has announced the following changes in the operational leadership structure
and roles in the Company effective April 01,2007

 Bharti Airtel Ltd on April 01,2007 , has announced the reduction in International Long
Distance Tariffs (ISD) for all its mobile customers in India.

 Airtel signs agreement with HTC for touch screen mobile 2008
 Nokia Siemens Networks on Jan3declared that it has been awarded a multi million euro
contract from Bharti Airtel Ltd for deployment of a single interactive voice response (IVR)
platform across23 circles. The three-year turnkey contract comprises designing, planning,
systems integration and optimization services to raise overall customer experience. The new
IVR solution will enable Airtel to deliver services such as voices, televoting, call
management services, caller ring back tone and voice portal on a faster time-to-market basis
and, therefore, reduce OPEX costs.

 Bharti Airtel Ltd on February 1 2008 has announced that it has achieved the60 million
customer marks. This landmark has catapulted Bharti Airtel into the club of top mobile
operators in the world in terms of subscriber base. The 60 million customer base covers
mobile as well as fixed line and broadband customers.

 Bharti Airtel tied up with US-based Apple Inc to bring the popular GSM-based iPhone in the
country.

 Bharti Airtel Ltd has forged a technology alliance with Infosys Technologies Ltd to launch
its Direct-to-Home (DTH) television services. Infosys, through its digital convergence
platform, will offer a suite of products including devices, application servers and interactive
applications for Airtel's DTH services. 2009

 Bharti Airtel HAS signed a five-year managed services deal valued at 0 million withAlcatel
Lucent for its fixed-line and broadband operations.

 Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is aimed at offering the
added advantage to Airtel customers to be in touch with each other at an affordable rate of 50
paisa per minute, be it a national long distance call (STD) or local call.
 In order to create products and services for the small, medium and large enterprises, Bharti
Airtel and Cisco announced a strategic business alliance. The alliance would combine the
strengths of Airtel's network service and Cisco' Internet Protocol (IP) technologie
 Bharti Airtel - Airtel and mChek announce milestone of One Million users; introduce a broad
range of new mCommerce services. 2010

 Bharti Airtel submitted its bid for 3G spectrum, the auction for which starts from April l9th.

2.5. CORPOATE GOVERNANCE

Integrity and Ethics

 The partners will conduct all its dealings in a very ethical manner and with the highest
business standards.

 All partners with a business relationship with Bharti Airtel shall comply with the highest-
level of integrity and ethical practices.

 The partners will provide all possible assistance to Bharti Airtel in order to investigate any
possible instances of unethical behavior or business conduct violations by its employee.
Partner will disclose forthwith any breach of these provisions that comes to their knowledge
to allow for timely action in their prevention and detection.

 Partners will adopt appropriate processes to prevent offering any illegal gratification in the
form of bribes or kickbacks either in cash or in kind in the course of all dealings with us. Any
instances of such violations will be viewed in a serious manner and Bharti Airtel reserves the
right to take all appropriate actions or remedies as may be required under the circumstances.

 All partners are required to confirm their compliance to ethical dealings on an annual basis
by signing a certificate to this effect as per Bharti Airtel's standard annual certificate. Any
ethical or integrity issues observed or encountered while dealing with Bharti Airtel shall be
 bought to the notice of Bharti Airtel’s senior management or the Head of Internal Audit
immediately. Environment, health and safety Suppliers dealing with Bharti Airtel shall
comply and adhere to all laws, regulations and guidelines on environment, health and safety.
Suppliers will ensure that all new service offerings as well as new product designs are
incompliance with the relevant environmental regulation and guidelines, at the time of
implementation at Bharti Airtel. Protection of Intellectual Property the Partner:  Shall
comply with the guidelines for use of the trademarks and trade names notified by the
Company (including but not limited to 'Bharti' and 'Airtel') and shall not use the Company
trademarks and trade names without the prior written consent of the Company.

 Shall, under no circumstances, advertise or use Bharti Airtel's name to market its own
product or associate its company with Bharti Airtel. If a partner spots any counterfeit or
infringing Company product/service, the partner shall immediately notify Bharti Airtel. Shall
not reproduce, in whole or in substantial part, any copyrighted work in hard copies, prints,
video or electronic copies in violation of the copyright laws including the Bharti Airtel's
Partner Manual. Bharti Airtel's intellectual property also resides in trade secrets or know-
haws. Trade secrets are technical, commercial or other information unknown to the public,
which can bring economic benefits to its owner. Documents that contain trade secrets and
available to the Partner shall be safeguarded and not shared by the Partner with any third
party without prior written consent of Bharti Airtel.
 Domestic and international trade controls Suppliers shall understand and follow applicable
domestic and international trade control and customs laws and regulations, including, but not
limited to those relating to licensing, shipping and import documentation and reporting and
record retention requirements Conflict of Interest Suppliers will ensure they do not engage in
any personal dealings with Bharti employees, especially those that they interact with on
Bharti business matters.

PARTNER POLICY
1. Airtel would strive to conduct its business in a manner that reflects its vision and brand
essence. As the sourcing base expands, Airtel will only do business with partners who are
committed to a long term relationship focusing on mutual growth and trust. All Partners are
responsible for making sure that Airtel's vision and brand essence is adhered to when
subcontracting any portion of their obligations. Partners are individually responsible for
ensuring that their employees understand Airtel's vision and brand essence. Regulatory
Compliance All Partners of Airtel must operate within the bounds of all applicable laws.
They must also adhere to the governing standards of the country and international countries
in which they conduct business. If at any time a Partner ceases to meet any statutory and/or
other requirement of the country in which they are doing business, Airtel reserves the right
to immediately cancel all its outstanding orders with that Partner as well as terminate its
agreement with the Partner. Corporate Citizenship Airtel believes in Corporate Citizenship.
Airtel is committed to protecting the environment wherever it does business. As a
responsible corporate citizen we will favor those Partners who share our commitment to the
community and the environment, as well as those who conform to all local requirements
regarding environmental codes and guidelines. Corporate Citizenship All potential partners
are required to undergo the registration process to be considered for business with Airtel. On
successful completion, the partner would be added to Airtel's Supplier Base and a
registration code would be provided. Only registered partners would be considered for new
business opportunities. The registration code would be rendered inactive for Partner
performing a service or supplying products without the proper authorization would do so at
its own cost and risk. Confidentiality Airtel will treat information received from Partners in
a responsible fashion, and expects Partners to treat information received from Airtel in the
same manner. Partners should not disclose BhartiAirtel as a customer, documentation
received from Bharti Airtel or release information about relationships with Bharti Airtel
without written consent (should such disclosures be legally required, Bharti Airtel will not
unreasonably withhold that permission, which must be obtained in advance and in writing).
Partner Satisfaction Airtel would conduct an annual partner satisfaction survey and use it as
an important tool to continuously improve and further develop its internal and external
processes with partners. In order to obtain an unbiased feedback, the survey would be
conducted by an independent external agency. Partner Awards Airtel recognizes consistent
performance of its partners annually by presenting performance awards. The awards would
be primarily based on the partner performance score card. Awards would be announced and
presented during the partners meets. Consistent & good performers would also be entitled to
better share of business and other benefits, as would be announced from time to time by
Bharti Airtel. Partner Disengagement Airtel reserves the right to cancel all orders and/or
contracts with a partner in cases where there is an unethical practice used, code of conduct
violation, partner bankruptcy or insolvency, ownership transfer and/or any other reason
deemed fit for disengagement. Airtel would follow a structured approach for disengagement
to ensure the smooth transitioning where separation becomes inevitable. Partner Grievance
Airtel's Partner grievance process ensures a Partner's ability to access Airtel's corporate
assurance group and leadership to address concerns, grievances, or complaints relating to
the contracting award process for products or services, or in general‟s Partner who believes
that a contract award decision was not determined appropriately must file a written
grievance using the Partner Grievance form stating facts and concerns. The completed form
must be sent via e-mail to [email protected] A Partner who has a general concern,
grievance & complaint must file a written grievance using the Partner Grievance form
stating facts and concerns. Complete form must be sent to the supplier Ombudsperson at
Airtel via e-mail [email protected]
 CHAPTER-3 THE
COMPETITIVE AREA

3.1 COMPETITORS PROFILE

Vodafone Essar- Vodafone Essar, previously Hutchison Essar is a cellular operator in India that
covers 16 telecom circles in India . Despite the official name being Vodafone Essar, its products
are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage
throughout India and is especially strong in the major metros. Vodafone Essar provides2G
services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data
services in 16 of the country's 23license areas. Growth of the company as Hutchison Essar- In
1992 Hutchison Whampoa and its Indian business partner established a company that in 1994
was awarded a license to provide mobile telecommunications services in Mumbai (formerly
Bombay) and launched commercial service as Hutchison Max in November 1995. Analjit Singh
of Max still holds 12% in company. By the time of Hutchison Telecom's Initial Public Offering
in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators
providing service in 13 of India's23 license areas and following the completion of the acquisition
of BPL that number increased to 16. In2006, it announced the acquisition of company thatheld
license applications for the seven remaining license areas. In a country growing as fast as India, a
strategic and well managed business plan is critical to success. Initially, the company grew its
business in the largest wireless markets in India – in Cities like Mumbai, Delhi and Kolkata. In
these densely populated urban areas it was able to establish a robust network, well known brand
and large distribution network -all vital to long-term success in India. Then it also targeted
business users and high-end post-paid customers which helped Hutchison Essar to consistently
generate a higher Average Revenue per User ("ARPU") than its competitors.
adopting this focused growth plan, it was able to establish leading positions in India's largest
markets providing the resources to expand its footprint nationwide. IDEA CELLULAR- Idea
Cellular is a wireless telephony company operating in various states in India. It initially started in
1995 as a join venture between the Tatas, Aditya Birla Group and AT&T by merging Tata
Cellular and Birla AT&T Communications. Initially having a very limited footprint in the GSM
arena, the acquisition of Escotel in 2004 gave Idea a truly pan-India presence covering
Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,
Chhattisgarh, Uttar Pradesh (East and West), Haryana, Kerala, Rajasthan and Delhi (inclusive of
NCR).The company has its retail outlets under the "Idea n' U" banner. The company has also
been the first to offer flexible tariff plans for prepaid customers. It also offers GPRS services in
urban areas. Presently, operations exist in 11 Service Areas covering Delhi, Maharashtra, Goa,
Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh, Uttaranchal, Haryana, UP-West,
Himachal Pradesh, UP-East, Rajasthan and Kerala. With a customer base of over 23 million,
IDEA Cellular’s footprint currently covers approximately 60% of India's telecom population A
frontrunner in introducing revolutionary tariff plans; IDEA Cellular has the distinction of
offering the most customer friendly and competitive Pre Paid offerings, for the first time in India
in an increasingly segmented market Customer Service and Innovation are the drivers of this
Cellular Brand. A brand known for their many firsts, Idea is only operator to launch GPRS and
EDGE in the country. Idea has received international recognition for its path-breaking
innovations when it won the GSM Association Award for "Best Billing and Customer Care
Solution" for 2 Consecutive years. IDEA Cellular is part of the Aditya Birla Group, a US$ 24
billion corporation with a market cap of US$ 31.5 billion and in the league of Fortune 500.
Anchored by an extraordinary force of over 100,000 employees belonging to 25 different
nationalities, over 50% of its revenues flow from its overseas operations. With ambitious future
plans, the company is poised for rapid growth across the whole country. The Brand Idea : It is
almost impossible to disintegrate brand Idea from the corporate Idea. Brand values are the
company values and vice versa. The Brand Vision : It goes without saying that the brand vision
of idea mirrors the Company’s vision The brand mission statement is... To be the most customer-
focused mobile service brand, continuously innovating to help liberate our customers from the
shackles of time& space RELIANCE COMMUNICATIONS- Reliance Communications
(formerly Reliance Infocomm), along with Reliance Telecom and Flag Telecom, is part of
Reliance Communications Ventures (RCoVL). According to National Stock Exchange data, Anil
Ambani controls 66.75per cent of the company, which accounts for more than 1.36 billion shares
of the company. Reliance Infocomm is an Indian telecommunications company. It is the flagship
company of the Reliance-Anil DhirubhaiAmbani Group, comprising of power (Reliance
Energy), financial services (Reliance Capital)and telecom initiatives of the Reliance ADA
Group. Reliance Infocomm is currently managed byAnil Dhirubhai Ambani. It uses CDMA 2000
1x technology. company profile On November 15th 1999, Reliance infocomm begins its project
planning. The founder of RELIANCE INFOCOMM, Dhirubhai Ambani dream was ³Make a
phone call cheaper than a postcard and you will usher in a revolutionary transformation in the
lives of millions of Indians‟. In 2000, optic fiber laying process commences in Gujarat, Andhra
Pradesh and Maharashtra. In 2001, first media convergence Node made ‘Ready for Electronics´
at Jaipur. In 2002, first Base Transceiver Station (BTS) made ³Ready for Electronics´. Then in
same year company obtains International Long Distance License from Govt. of India. After that
they establish 1st point of Interconnect in New Delhi and on December 27, Honorable Prime
Minister of India Atal BihariVajpayee inaugurates RELIANCE INFOCOMM. Then year 2003
starts which was the most successful year for Reliance Communications strategic business units-
The business of Reliance Communications is organized into three strategic customer facing
business units: Wireless, Global, and Broadband. In addition, one of the wholly owned
subsidiaries of Reliance Communications is engaged in the marketing and distribution of
wireless handsets. Their strategic business units are supported by our fully integrated, state-of-
the-art network and operations platform and by the largest retail distribution and customer
service facilities of any communications service provider in India. TATA TELESERVICES-
COMPANY PROFILE- Tata Teleservices Limited (TTSL) is part of the Tata Group of
Companies, an Indian Conglomerate. It runs the brand name Tata Indicomin India in various
telecom circles of India. The company forms part of the Tata Group's presence in the
Telecommunication Industry in India.TTSL was incorporated in 1995 and was the first company
to offer CDMA Mobile services in India, specifically in the state of Andhra Pradesh. Tata is the
direct competitor with other operators in India. The company provides unified
telecommunication solutions including mobile, fixed wireless, fixed line and broadband. Other
competitors like Vodafone, Airtel, Aircel, Idea MTNL and BSNL providing GSM based mobile
telephony. The company was first in India to provide free intra network calling within city limits.
They launched a unique scheme providing lifetime rental free connectivity on its mobile and
fixed wireless for a one-time charge. The Tata Group's commitment to building a substantial
presence in India's telecom industry has seen it play a leading role in the development of the
country's communications infrastructure. The telecom services of the Group are offered under
the brand name Tata Indicom, and cover all segments, from retail and enterprise to wholesale
and international. The objective is to make TataIndicom the preferred telecommunications choice
of customers across the country. The TataIndicom Enterprise Business Unit (TIEBU) is the
central, specialized enterprise sales and marketing unit for the Tata Group's telecom initiatives.
The unit is the benchmark telecom player in the enterprise space and was formed with a view to
providing customized, end-to-end voice and data solutions to customers across India. It delivers
cost-effective, integrated solutions that are designed to fulfill the most complex communication
needs. Tata Indicom offers you a range of products and services like Wireless Internet, Wireless
US Modem and Mobile Phones so you are always connected. Landline Phones Net Telephony
Internet & Broadband It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
deployment of a reliable, technologically advanced network. The company, which heralded
convergence technologies in the Indian telecom sector, is today the market leader in the fixed
wireless telephony market with a total customer base of over 3.8 Million BHARAT SANCHAR
NIGAM LTD.COMPANY OVERVIEW Bharat Sanchar Nigam Limited provides
telecommunications services in India. Its services include wire line and cellular services, as well
as other value added services, such as voice mail service, short message service (SMS), group
messaging, national and international roaming, call forwarding, corporate virtual private
network, call conferencing, friend and family talk, call waiting, and call holding services. The
company also provides3G; wireless in local loop (WLL)mobile telephone; Internet; Web-
hosting; Web co-location; SMS and bulk SMS; and broadband services. In addition, it offers
managed network services; multi protocol label switching based virtual private network (VPN)
services; integrated services digital network (ISDN) services; data communication services;
intelligent network services consisting of toll free phone service, universal access number, voice
VPN, televoting, and virtual calling cards; and video, audio, and Web conferencing services.
Further, the company provides fleet management solution comprising track, an on-line tracking
system to manage fleet, such as trucks, car carriers, trailers, tankers, containers, or vehicles
carrying hazardous and specialty explosive chemicals; net services for use in various
applications, including electronic mail services, corporate communications, information retrieval,
database services, remote job applications, credit card verifications, travel reservations, and
Internet connectivity; telex/telegraph services;PABX/EPABX services; and DSPT services, as
well as offers VSAT, voice over Internet protocol, and IN services. Bharat Sanchar Nigam
Limited was founded in 2000 and is based in New Delhi, India.

3.2 MARKETING STRATEGY BY AIRTEL

Bharti decided to design different marketing strategies for different circles depending on the
strategies, employed by the competitors. While the company was focusing on its pricing
strategies, its competitors in various sectors were concentrated on new service offerings and
value additions since the players almost immediately matched price reduction moves, companies
had begun focusing on developing value-added offerings and schemes to expand their market
and gain customer loyalty. Analysts remarked that the players were coming up with new
schemes or value-additions almost every week to get the better of their competitors. By
constantly keeping itself abreast with the moves of its competitors and launching various
proactive/reactive schemes, Bharti was able to retain its leadership position. Despite continual
attacks from Vodafone, Reliance, Idea Cellular and BSNL, Bharti cellular services received good
high response in all circles during 2005 It was reported that in Mumbai,60-75% of customers
seeking Airtel services were BPL Mobile and Hutch subscribers. In fact, it was becoming
difficult for the company to activate cellular connections in Mumbai swiftly on account of
the high rush ± in some cases; it took almost three days to activate a connection. Bharti has spent
a considerable amount on advertising its mobile phone service, Airtel. Besides print advertising,
the company had put up large no of hoardings and kiosks in and around Delhi. The objective
behind designing a promotion campaign for the Airtel services is to promote the brand awareness
and to build brand preferences. It is trying to set up a thematic campaign to build stronger brand
equity for Airtel. Since the cellular phone category itself is too restricted, also the fact that a
Cellular phone is a high involvement product, price doesn't qualify as an effective differentiator.
The image of the service provider counts a great deal. Given the Cell phone category, it is the
network efficiency and the quality of service that becomes important. What now the buyer is
looking at is to get the optimum price- performance package. This also serves as an effective
differentiator Brand awareness is spread through the' campaigns and brand preference through
brand stature. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the
city,' bearing just the company's name and without explaining what Airtel was. In the next phase
the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection
brought up. Vans with Airtel logos roamed the city, handing out brochures about the company
and its services to all consumers. About 50,000 direct callers were sent out. When the name was
well entrenched in the Delhi it essmind, the Airtel campaign began to focus on the utility of Cell
phone. In the first four months alone Airtel's advertisement spends exceeded Rs.4 crores. As of
today the awareness level is60% unaided. This implies that if potential or knowledgeable
consumers are asked to name cellular phone service provider that is on the top of his/her
mind60% of them would name Airtel. As for aided it -is 100% (by giving clues and hints
etc.).Brand strength of a product or the health of a brand is measured by the percentage score of
the brand on the above aided and the unaided tests. The figures show that Airtel is a healthy and
a thriving brand. Every company has a goal, which might comprise a sales target and a game
plan with due regard to its competitor. Airtel 's campaign strategy is designed keeping in mind its
marketing strategy. The tone, tenor and the stance of the visual ads are designed to convey the
image of a market leader in terms of its market share. It tries to portray the image of being a
"first mover every time" and that of a "market leader”. The status of the product in terms of its
life cycle has just reached the maturity stage in India. It is still on the rising part of the product
life cycle curve in the maturity stage. The diagram on the left hand side shows the percentage of
the users classified into heavy, medium and low categories. The right hand side hows the
revenue share earned from the three types of users.Airtel, keeping in mind the importance of the
customer retention, values its heavy users the most and constantly indulges in service innovation.
But, since heavy users comprise only 15-20% of the population the other segment cannot be
neglected. The population which has just realized the importance of cellular phones has to be
roped in. It is for this reason that the service provider offers a plethora of incentives and
discounts. Concerts like the "Freedom concert" are being organized by Airtel in order to promote
sales. The media channel is chosen with economy in mind. The target segment is not very
concrete but, there is an attempt to focus on those who can afford. The print advertisements and
hoarding are placed in those strategic areas which most likely to catch the attention of those who
need a cellular phone. The product promise (which might cost different 1 higher) is an important
variable in determining the target audience. Besides this, other promotional strategies that Airtel
has adopted are. People who have booked Airtel services have been treated to exclusive premiers
of block buster movies. Airtel has tied up with Lufthansa to offer customer bonus miles on the
German airlines frequent flier's programs. There have been educational campaigns, image
campaigns, pre launch advertisements, launch advertisements, congratulatory advertisements,
promotional advertisements, attacking advertisements and tactical advertisements. 

WHAT DOES AIRTEL OFFER?

With Airtel, the subscriber wouldn't just get a personal phone that lets him/her be in touch,
always, but also gets a host of benefits that let him/her manage his/her time like never before. An
Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) - that is the key
to operating his/her cellular phone. His card activates Airtel cellular services and contains a
complete micro-computer chip with memory to enable one to enjoy one's cellular phone
thoroughly. Each SIM card contains a PIN code (Personal Identity Number) which may be
entered by one. Just plug your SIM card into your cellular phone, enter the PIN code and it
becomes 'your' personal phone'.
PRODUCT LIFE CYCLE

The pattern of cell phone subscriber growth observed elsewhere in the world reveals that the
growth in the market is initially slow followed by a sharp acceleration, but so far that has not
happened in India. As far as the Product Life Cycle is concerned. Indians are at the beginning of
the maturity stage. INTRODUCTION, GROWTH, MATURITY

Marketing objectives
 Create product awareness and trial
 Maximize market share
 Maximize profits whole defending market share

3.3 PROMOTIONAL STRATEGY

Airtel to ‘Touch Tomorrow´ with a new brand vision The Bharti Mobile promoted AirTel
cellular service will go in for repositioning of its brand image. The new brand ethos is portrayed
in two distinct fashions - the tag line "Touch Tomorrow", which underscores the leading theme
for the new brand vision, followed by "The Good Life", which underscores a more caring, more
customer centric organization. Aimed at re- engineering its image as just simply a cellular
service provider to an all out information communications services provider, Touch Tomorrow is
meant to embrace the new generation of mobile communication services and the changing scope
of customer needs and aspirations that come along with it The new communication is about a
new dimension in the cellular category that goes beyond the Internet, SMS, roaming, IVRS, etc
but which engulfs the whole gamut of wireless digital broadband services that will constitute
tomorrows cellular services. The new campaign is in two phases - the first of which will
communicate overall brand philosophy and the second products and services. According to
Mr.Jagdish Kini, Chief Operating Officer, Bharti Mobile Limited, Karnataka "We are adopting a
new brand- platform - Touch Tomorrow - not only to reflect our corporate ethos but also
business strategy”. The new identity will have the logo in Red, Black and White colors along
with lower case typography to convey warmth.AirTel will incorporate the latest branding in all
of its communication and will soon be going in for an enhanced promotional drive to establish
the brand's presence.

3.4 TARGET MARKET SEGMENT

Airtel has targeted the premium and upper middle class. The rationale behind it is that only those
segments should be targeted who value time and have the paying capacity. It is also planning
to target the business tourists during their stay in the capital about60% of the clientele are top
executives of corporate houses. About 15% are foreign organizations and the rest are
professionals and small businessmen. During the introduction stage there was intense pressure to
get consumers across to hook up with their brand, because getting them to switch brand loyalty
later would be hard So far Airtel marketers have been concentrating totally on the business
executive class but now that the basic viable volumes has beer) built up and prices have declined
to a certain extent they are planning to venture further afield. POSITIONING The product is
sought to be positioned as a business efficiency tool. a lifestyle revolution and a status symbol
The emphasis is to remove misconception that the cell phone is an expensive means of
communication and drive home the point that the cell phone is actually a day-to-day utility
PRODUCT POLICY AND PLANNING The product or services the hearts of the marketing mix.
Without a product or a service customers' needs cannot be satisfied. The basic product promise
by Airtel is mobility. Airtel's main marketing strategy is to be a first mover all the time. It has
recognized the significance of making the first move-- because in the field of Communication &
Information Technology changes occur at a tremendous pace. Effective product segmentation
has to be carried on continuously because basic services can beand will be copied and in time
become expected component of the product. Airtel seeks to carry out this segmentation through
provision of new information services and making new facilities available. The product policy
and planning depends on the stage of the product life cycle. At present the cellular phone market
has reached the maturity stage. Since, the premium segment is nearing saturation the company
targeting the upper middle and middle-middle class. In order to Do so Airtel is trying to optimize
the price performance package by offering suitable "product bundling”. This involves the
selection of the suitable hardware (handset) and its software (its services.) with reasonable price
in order to deliver maximum price performance to its customers. In addition, it offers free
Airtime services and other concessions to make the prices and thus the product more attractive. It
has also opened a 24 hours customer service. Only price doesn't serve as an effective
differentiator, value added services become the effective differentiator. The "Value Added
Services" provided from Airtel are:- Voice Mail service This system is similar to the answering
machine - if the user is not able to answer a call for some reason the caller can leave messages in
the voice mail box which can be later retrieved by the user Short Message Service The short
message service is like a two-way pager. It gives an option of sending and receiving text
messages directly from one mobile phone to another without the intervention of an operator
Mobile Fax 1 Data Service This service helps the subscriber to send and receive Faxes, access E-
mail, download files from other systems and remotely log on to another computer and surf the
Internet. Cash Card The cash card is a pre-paid and pre-activated card which allows the buyers to
buy air time in advance. All it requires is the payment of an initial amount. This is a useful
service for people who travel to Delhi often and those who want to control the expenses on their
calls. Caller ID Displays calling person's number. Outgoing call restriction To prevent or limit
outgoing calls, for example, in peak hours. Also possible to exclude one or several countries or
any geographical region, to permit only local calls, or to limit the outgoing calls to a listed
number. Call forward Incoming calls can be forwarded to another fixed or mobile phone. Besides
these some other services provided by Airtel are - Call conferencing, Call Broadcast ET cetera. It
is in the operators -Interest that they not only get many subscribers but also get them to use the
mobile facility frequently. In the early stages getting increases to subscribe may be easier than
getting them to talk since they will find it costlier to use the mobile phone as compared to a
conventional phone [if is believed that initially cell phones would be used buy] 

Roaming Facility

Roaming facility is available while the subscriber is travelling. The billing is done in the home
network (Delhi). Roaming facility is available manually* as well as semi-automatically. Once a
subscriber is in any other city or country, where a GSM network is available, simply insert the
SIM card of the local operator into your handset and start talking.
 CHAPTER- 4: ANALYSIS

4.1 DATA ANALYSIS

FORM PREPARED FOR THE SURVEY

THE RESULT OF THE SURVEY IS AS FOLLOWS:
GSM MOBILE MARKET SHARE IN INDIA

TELECOM COMPANY SHARE {%} BHARTI AIRTEL 30% From the above data its can be
say that Airtel is the leading brand in telecom industry of India, having30% market share and
121.7million customers. And second leading brand is Vodafone with 23.87% market share.
Airtel is most admired brand by consumers India GSM subscribers continue to decline in July
2011 news Operator Total Sub Figures Market Share Bharti Airtel 170,696,526 28.15 %
Vodafone Essar 143,011,007 23.58 % IDEA 96,111,475 15.85 % BSNL 90,234,162 14.88 %
Aircel 58,589,349 9.66 % Uninor 27,388,666 4.52 % Videocon 7,034,876 1.16 % MTNL
5,265,149 0.87 % Loop Mobile 3,162,932 0.52 % S-Tel 3,501,247 0.58 % Etisalat 1,424,554
0.23 % All India 606,419,943 100.00 %

4.2 FINDING 

1.Airtel holds number one position in India with 30.86% market share.
2. Earlier Airtel provided SIM cards at very low price or free. But this method was not so
effective because consumers started making it use and throw kind of stuff. By this way company
was being unable to make such stable and long last consumers.
3. Now airtel launches some FRC schemes. So the customer has to pay a amount for a new sim
activation. By this way now consumer age is started being long.
4. Vodafone is the biggest competitor of Airtel in telecom industry.
5. The distributer gives different scheme to different shopkeepers.
6. Mostly retailers are satisfied with Airtel service
7. Some retailers reported that they do not get time to time airtel products.
8. Some retailers are not satisfied with margin policy of Airtel.
9. Earlier the FRC plan61 launched that time some light retailers were facing problem to
convince the customers. Because competitors were providing same plan at low cost.
10. Some Outlets owners are very angry with the company’s performance because they did well
in Airtel mo. Connection but they were not appreciated by the company
11. Some retailers are facing problem in ID verification policy of Airtel. Because the company
make so strict this procedure.
12. Many customers are diverted to other network due to strictness in id verification.
13. Some retailers reported that the company does not provide enough return on their
performance. 14. Modern trade is very effective concept. In this concept the Airtel is
contributing95% market. And rest 5% covered by all other competitors .

4.3 SUGGESTION

 First of all company will provide all its dealers and retailers to all sort of promotion
equipment such as glow sign board, banner, etc. in time so that they increase their sales
which is benefited both retailer as well as company.
 Few outlets are unaware about scheme so proper communication is necessary between
distributor and retailers. Number of hoarding should be increased.
 Company should be lenient in ID verification procedure.
 To increase the consumer as on network, company should make change in its FRC plan for
example the talk value should be divided in two parts.50% of talk value should provide at the
time of activation and rest T.T. provide after gap of some days.
 Company should make understand its retailers about the benefits of consumer as on network.
 Company should give extra return and other bonus, gifts to its retailers so they put their full
efforts to increase the Airtel sales.
 Company should motivate its sales staff so they will pay more concentration in sales and
activation of new connections.
 Company should make some necessary change in its FRC plan. For example company should
divide the talk time in to two time {50% at the time of activation+50% after.

4.4 LIMITATION OF STUDY

 Many retailers do not cooperate and searching of retailer outlet name was much more
difficult as many of them have not put their Shop name in Board.
 Dealers and Retailer do not like to give information of their selling.

 4.5 CONCLUSION

 Everything in this world is made to utilize properly but it should be reach at the proper
person or to the proper utilized areas. Otherwise the value added to those things became
in vein. Thus promotion role plays a very important role in achieving the objectives of a
company. Undoubtly, value utility is created by the manufacture of product or service but
time and place utilities are created by marketing role. The various finding and befitting
recommendation have been made to increase the market share of each product (postpaid,
prepaid) of Airtel thereby increasing the market share of Airtel as a whole. Various facts
and data have been enclosed for better perusal and various graphs have been provided for
better comprehension. Sales Promotion techniques yield results that many other
marketing communication elements cannot achieve. Sales promotion that is used in with
the overall long-turn communication strategy of the brand is said to use strategically. A
promotion should not be used for the sole purpose of altering sales in the short run .Sales
promotion is used as a very strategic tool to introduce a new product. Although
advertising plays a large role towards creating awareness and attitude information, sales
promotion used to make new product launch easier and more effective
4.6 BIBLIOGRAPHY

WEB SITES

 http://trak.in/tags/business/2007/06/19/indian-telecommunication-story- From-10-
million-to-150-million-mobile-subscribers-in-5-years/

 http://www.google.co.in/#hl=en&source=hp&q=telecom+industry+in+india+in+2006+t
o+2008&aq=o&aqi=&aql=&oq=&gs_rfai=&fp=ab22efe5d2 b8757

 http://airtel.in/wps/wcm/connect/about+ bharti+airtel/Bharti+Airtel/About+Bharti+
Airtel/?
WCM_Page.ResetAll=TRUE&CACHE=NONE&CONTENTCACHE=NONE&CONNE
CTORCACHE=NONE&SRV=Page http://airtel.in/wps/wcm/connect/about+
bharti+airtel/Bharti+Airtel/About+Bharti+Airt el/Our +Brand+Airtel/
  http://www.economywatch.com/world-industries/telecommunications/telecom-industry-
in-india.html

MAGAZINES

 Business today
 India today
 Forbes India