MINOR PROJECT

ON

AIRTEL

GURU GOBIND SINGH INDRAPRASTHA

UNIVERSITY
In partial fulfilment of the requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION BATCH-
2021 - 24

SUBMITTED BY: Devatava Zutshi

SUBMITTED TO: DR. Madhu Arora
ENROLEMENT NO – 36115501721

NEW DELHI INSTITUTE OF MANAGEMENT 61A,

TUGHLAKABAD, NEW DELHI-62
 TABLE OF CONTENTS

1 Acknowledgement

2 Certificate

3 Executive Summary

4 Objective

5 Company Profile

6 Market Research

7 Data Analysis

8 Feedback

9 Limitation

ACKNOWLEDGEMENT
Any accomplishment requires the effort of many people and this work is not
different. Regardless of the source, I wish to express my gratitude to those who
may have contributed to this work, even though anonymously.

First I would like to express my deepest sense of gratitude to NEW DELHI

INSTITUTE OF MANAGEMENT for providing me with an opportunity for this
practical work.

I would like to pay my sincere thanks to my practical guide, Dr. Madhu Arora
under whose guidance I was able to complete my practical successfully. I have
been fortunate enough to get all the support, encouragement and guidance from
him needed to explore, think new and initiate.

My final thank goes out to my parents, family members, teachers and friends who
encouraged me countless times to persevere through this entire process.

DEVATAVA ZUTSHI

CERTIFICATE
This is to certify that the practical file titled “MINOR PROJECT” submitted by
Devatava Zutshi to New Delhi Institute of Management, Guru Gobind Singh
Indraprastha University in partial fulfilment of requirement for the award of the
Bachelor of Business Administration degree is an original piece of work carried
out under my guidance and may be submitted for evaluation.
The assistance rendered during the study has been duly acknowledged. No
part of this work has been submitted for any other degree.

Place: New Delhi Faculty Guide:

Date: 04:06:2023 Dr. Madhu Arora

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 includes 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 services provider, with an all India footprint covering all
23 telecom circles of the country. It has over 11 million satisfied customers.
Project title is “Market Share of Airtel”. Main objective of the study was to find the
share of Airtel in the allotted market and to know its potential market. In this, non
telecom shops are targeted and their demand or requirement is understood. Their
interest is being taken into consideration i.e. whether they are interested or not
interested if given an option to them to keep Airtel connection for selling. Also for
existing telecom shops; retailers are being questioned about their level of satisfaction
from the business, whether they keep Airtel connection, overall performance of each
telecom services providers and their feedback for Airtel.
The method which was used to study the replies of the telecom and non telecom shops
that may or may not be interested in having Airtel connections is through
questionnaire. The questionnaires were filled by: - moving to each and every market
which was being allotted. Markets allotted are Rohini sector 11 and 16, Rohini sector
15, 17 and 18 and Rohini sector 9, 13, 14 and Prashant Vihar.
Existing telecom shops and non telecom shops like chemist, general stores, STD/
PCO, gifts shops are mainly focused. The questionnaires were filled there and then by
the retailers and then analysis is being done. The questionnaire was bifurcated into
different segments i.e. general information about the retailers containing name,
address, age, shop address, whether they keep Airtel or not, if no then their interest on
keeping it. Also overall comparative performance is being asked from existing
telecom.

Objective

The objective of the project was to:-

To find the market share of Airtel in allotted markets.
 To measure the amount of the consumers total spending for Airtel telecom
services.
 To know total amount of money non telecom shopkeepers can spend on our
product in planning and managing sales and marketing.
 To know how much Airtel has penetrated into the market.
 To know the satisfaction level from the existing telecom shopkeepers.
 To keep an eye on the competitors strengths and weaknesses.
 To study the hindrances in increasing the sales and market share of Airtel in
prepaid category.
  To know which telecom operator is leading in the given market.

To study the comparative analysis of telecom operators according to dealers, retailers

on a parameters like-
 Value for money of which telecom operator.
 Customer preference/ demand for which company’s connection.
 Claim disbursement received by dealer/ retailer from various companies.
Number of activation per month.
Which company’s connection faced the highest decline in the past three

months?

In the end from the facts and observations collected, we came up with the conclusion,
which helps Airtel to attract more customers to be the part of Airtel family and the
corrective measures to be taken for filling up the loopholes and how the Airtel share
can be increased which is eaten away by the other competitors.

Company Profile

Market

The unprecedented growth in the mobile is, perhaps, the most vivid facet of India’s
economic transformation since the mid 1990’s. Mobile technology and services came
to India less than a decade ago. In the early days, a mobile was seen to be a fashion
statement for the rich. Today, it is expected as a basic communication medium for all
socio- economic segments. As the pioneer and front runner, Airtel has been
instrumental in leading and ushering in the mobile revolution in India.
The Indian mobile market is, today, amongst the fastest growing and the most
competitive in the world.
There were 34.6 million mobile phone subscribers in the country as of April 2004
(source: cellular operators association of India and association of basic telecom
operators) with approximately 7 million subscribers, Airtel commands nearly 20% of
the share of the market- making is the number one brand in the country. Airtel’s world
class service and innovative products have enabled it to establish this position of
leadership.

About Airtel

Airtel is a brand of telecommunication services in India operated by Bharti Airtel.

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is among

India's largest mobile phone and Fixed Network operators. With more than 40 million
subscriptions, the company is one of the world's fastest growing telecom companies.
It offers its mobile services under the Airtel brand and is headed by Sunil Mittal,

India's sixth richest man with a total worth of US$10 billion. The company is the only
GSM operator to provide mobile services in all the 23 circles in India. The company
also provides telephone services and Internet access over DSL in 14 circles. The
company complements its mobile, broadband & telephone services with national and
international long distance services. The company also has a submarine cable landing
station at Chennai, which connects the submarine cable connecting Chennai and
Singapore. The company provides reliable end-to-end data and enterprise services to
the corporate customers by leveraging its nationwide fiber optic backbone, last mile
connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth
access through the gateways and landing station.

Airtel is the largest cellular service provider in India in terms of number of

subscribers. Bharti Airtel owns the Airtel brand and provides the following services
under the brand name Airtel: Mobile Services (using GSM Technology), Broadband
& Telephone Services (Fixed line and Internet Connectivity), Long Distance Services
and Enterprise Services (Telecommunications Consulting for corporates).

Leading international telecommunication companies such as Vodafone and SingTel

hold partial stakes in Bharti Airtel.

In April 2006 Bharti Global Limited was awarded a telecommunications licence in

Jersey in the Channel Islands by the local telecommunications regulator the JCRA. In
September 2006 the Office of Utility Regulation in Guernsey awarded Guernsey
Airtel with a mobile telecommunications licence. In May 2007 Jersey Airtel and
Guernsey Airtel announced the launch of a relationship with Vodafone for island
mobile subscribers. In July 2007, Bharti Airtel signed an MoU with Nokia-Siemens
for a 900 million dollar expansion of its mobile and fixed network.

Touchtel

Until September 18, 2004, Bharti provided fixed-line telephony and

broadband services under the Touchtel brand. Bharti now
provides all telecom services including fixed-line services under a
common brand "Airtel"

Forbes Global 2000 Ranking - 2007

The Forbes Global 2000 list for the year 2007 ranked Bharti at 1149.

Awards and recognition

2006
 • Wireless service provider of the year 2005 at the Frost and Sulivan
AsiaPacific ICT awards.
• Competitive service provider of the year 2005 at the Frost and Sulivan
AsiaPacific ICT awards
 Bharti Airtel added the highest ever net addition of 53 lakh customers in a single
In News
quarter (Q4-FY0607) and also the highest ever net addition of 1.8 crore tota
subscribers in 2006-07
Recently
• The Sunil Bharti's
company Airtel
will investlaunched its billion
up to $3.5 callingthis
card in America
fiscal specially
(07-08) in networkfor the
expansion. Indians) and people calling from America to India at a cheaper
NRI (Non-resident
It has an installed
rate•as compared baseoffered
to the tariff of 40,000 cellsites
by other and 59% population coverage
providers.
• After the proposed network expansion, an additional 30,000 towers will result
On February
in the 12, 2007 Vodafone
company achieving sold
70% its 5.6% stake
population in AirTel
coverage  back to AirTel for US
$1.6• billion;
Bhartiand
haspurchased a controlling
over 39 million users asstake in rival31,
on March Hutchison
2007 Essar.
• It has set a target of 125 million subscribers by 2010
In its monthly press release, following statistics have been presented for end of April
• Prepaid customers account for 88.5% of Bharti’s total subscriber base, an
2007.
l increase from 82.7% a year ago
• ARPU has dropped to Rs 406
• Non-voice revenues, (SMS, voice mail, call management, hello tunes and
Airtel Live) constituted 10% of total revenues during Q4, lower than 10.7% in

the Q4 of the previous year

• Blended monthly minutes of usage per customer in Q4 was at 475 minutes

• Has completed 100% verification of its subscribers and in the process
disconnected three lakh subscribers

Market News
Market Capitalization

Approx. Rs. 1,670 billion Closing BSE share price = Rs. 880.75

 Sales : 02.62 Billion $

 Profits : 00.46 Billion $

Mobile Services

 Post-paid Services
 Airtel Prepaid
 Roaming
 Value Added Services
 Coverage

Bharti's partners in Airtel are Emtel, the premier GSM operator in Mauritius, some
private investors.
Registered as Telecom Seychelles Limited and operating under the brand name of
Airtel, the company is licensed to offer comprehensive telecom services including
GSM Cellular, PSTN (Fixed Lines), Fax and Data, International Roaming,
connectivity to Internet Services, Maritime Telecom Services (INMARSAT) and
International Collect and Credit Card calling. Dominating the market with its service
and customer commitment - Airtel has always been at the forefront of innovation and
change in the Telecom sector in Seychelles.
Airtel's Head Office is in Providence & Anse Royale, Mahe. Airtel also has
showrooms in Victoria, Mahe and Grand Anse, Praslin, that serve as one-stop shops
for customers. Airtel provides the whole range of telecom services, from GSM Mobile
services, Airtel Prepaid Mobile Cards available at a string of outlets, International
Roaming with 157 operators in 65 countries, a host of Value Added Services, Fixed
Cellular services and a fast growing Fixed Line network as
well.

All this, of course, comes to you with the distinct Airtel advantage of excellent Tariffs,
the best GSM Coverage on the islands, world class Technology from industry leaders
like Ericsson and Scientific Atlanta and 24-hour Customer Care.

In addition to telecom services, Airtel also recently acquired a 4-star luxury 124-
bedroom hotel in Seychelles, called Le Meridien Barbarons Beach Hotel.
AIRTEL VISION

"To provide global telecom services and delight customers."

AIRTEL MISSION

They will meet the mobile communication needs of customers through:

Error- free service delivery

Innovative products and services

Bharti Enterprises
Bharti Enterprises is one of India’s leading business groups with interests in telecom,
agri business, insurance and retail.

Bharti Enterprises has successfully focused its strategy on telecom while straddling
diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to
becoming the largest manufacturer and exporter of world class telecom terminals
under its 'Beetel' brand, Bharti has created a significant position for itself in the global
telecommunications sector. Bharti Airtel Limited is today acknowledged as one of
India's finest companies, and its flagship brand 'Airtel', has over 44 million customers
across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bharti’s successful foray into
the Customer Management Services business, Bharti Enterprises’ dynamic
diversification has continued with the company venturing into telecom software
development. Bharti has successfully launched an international venture with EL
Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agri products
exclusively to markets in Europe and USA. Bharti also has a joint venture - ‘Bharti
AXA Life Insurance Company Ltd.’ - with AXA, world leader in financial protection
and wealth management. Bharti has recently forayed into retail business under a
company called Bharti Retail Pvt. Ltd. It also has an MoU with Wal-Mart for the cash
& carry business.

Bharti Tele-Ventures
When EM Warburg Pincus went to invest in India the summer of 2001, it zeroed in on
Bharti Televentures, a mobile telecom services company with fewer than
800,000 customers. The N.Y buyout firm, which invested $300 million in the
Delhi enterprise, chose well. Today, Bharti has 11.4 million cell-phone
subscribers, its stock has grown fivefold since listing early in 2002, and its
valuation is $10 billion. Warburg has made more than $1 billion on the deal
and still owns 5.8%. Chairman and Managing Director Sunil Mittal aims to
maintain Bharti's 25% share of the Indian cellular market, which is forecast
to reach 180 million customers in 2008.

Company Snapshot

Bharti Tele-Ventures Limited, through its subsidiaries, provides telecommunications

services in India. The company offers mobile, fixed line, national, and
international long distance services, very small aperture terminal-based voice
and data transmission services, Internet services, and network solutions.
Bharti offers Internet and various Internet-related services, including
dedicated leased line, virtual private networks, Web hosting and server
collocation, and Internet mailing services to both residential and corporate
customers. The company provides broadband connectivity for various end
uses, including data, information technology-enabled services, and other
high bandwidth services. It offered its services to approximately
 11.05 million customers, including approximately 10.24 million mobile and
815,000 fixed line customers, as of January 31, 2004. Bharti Tele-Ventures
was founded in 1995 and is based in New Delhi, India

Business Profile
Bharti Airtel (formerly Bharti Tele-Ventures), a part of Bharti Enterprises, works
through three individual SBUs -mobile services, broadband and telephone services
and enterprise services. The company, established in 1995, is a public limited
company and is headquarted in New Delhi, India. The company provides GSM
mobile services across India in 23 telecom circles, while the B&T business group
provides broadband & telephone services in 15 circles. The enterprise services group
has two sub-units - carriers (long distance services) and services to corporates.

Bharti Airtel is the largest mobile telephony operator in the GSM space with around 27
per cent market share in FY05. The company, apart from being the largest player in the
mobile segment with subscribers in all the 23 telecom circles of the country, also
provides varied services like fixed line, broadband and retail internet access. The
company is also one of the fastest growing fixed line and long distance (DLD as well as
ILD) operators in the country. It offers broadband and other data oriented services to
corporate clients. The company has a strategic alliance with Singtel, the largest of its
kind made by SingTel outside Singapore. The company also has a strategic alliance with
Vodafone, which is one of the largest single foreign investments made in the
Indian telecom sector.
Bharti Airtel plans to foray into the retail segment, through a joint venture, which
would be finalised depending on the kind of infrastructure required for the retail
foray.

Financials
Bharti Airtel registered a 151.71% growth in net profits to Rs 12,868.40 million for
the quarter ended March, 2007 from Rs 5,112.40 million for the quarter ended March,
2006.

Net sales rose 59.58% to Rs 52,187.30 million for the quarter ended March, 2007
compared with Rs 32,703.60 million for the quarter ended March, 2006.
Total income rose 59.58% to Rs 52507.7 million in the quarter ended March, 2007,
from Rs 32,904.1 million for the quarter ended March, 2006.

The earnings per share (EPS) of the company stood at Rs 6.79 in the quarter ended
March, 2007.

Marketing Research

Research is the scholarly or scientific practice of gathering existing or new

information in order to enhance one's knowledge of a specific area. Research has
many categories, from medicine to literature. Marketing Research, or Market
Research, is a form of business research and is generally divided into two categories:
consumer market research and business-to-business (B2B) market research, which
was previously known as Industrial Marketing Research. Consumer marketing
research studies studies the buying habits of individual people while business-to-
business marketing research investigates the markets for products sold by one
business to another.

Consumer Marketing Research is a form of applied sociology that concentrates on

understanding the behaviours, whims and preferences, of consumers in a market-
based economy. The field of consumer marketing research as a statistical science was
pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.

Market research and marketing research are often confused.’ Market' research is
simply research into a specific market. It is a very narrow concept. 'Marketing'
research is much broader. It not only includes 'market' research, but also areas such as
research into new products, or modes of distribution such as via the Internet. Here are
a couple of definitions:
"Marketing research is the function that links the consumer, customer, and public to
the marketer through information - information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve understanding of marketing as a
process. Marketing research specifies the information required to address these
issues, designs the methods for collecting information, manages and implements the
data collection process, analyzes, and communicates the findings and their
implications."
American Marketing association -Official Definition of
Marketing Research
Obviously, this is a very long and involved definition of marketing research.
"Marketing research is about researching the whole of a company's marketing
process."
This explanation is far more straightforward i.e. marketing research into the elements
of the marketing mix, competitors, markets, and everything to do with the customers.

The Marketing research Process.

Marketing research is gathered using a systematic approach. An example of one
follows:
1. Define the problem. Never conduct research for things that you would 'like' to
know. Make sure that you really 'need' to know something. The problem then
becomes the focus of the research. For example, why are sales falling in New
Zealand?
2. How will you collect the data that you will analyze to solve your problem? Do we
conduct a telephone survey, or do we arrange a focus group?
3. Select a sampling method. Do we us a random sample, stratified sample, or cluster
sample?
4. How will we analyze any data collected? What software will we use? What degree
of accuracy is required?
5. Decide upon a budget and a timeframe.
6. Go back and speak to the managers or clients requesting the research. Make sure
that you agree on the problem! If you gain approval, then move on to step seven. 7.
Go ahead and collect the data. 8. Conduct the analysis of the data.
9. Check for errors. It is not uncommon to find errors in sampling, data collection
method, or analytic mistakes.
10. Write your final report. This will contain charts, tables, and diagrams that will
communicate the results of the research, and hopefully lead to a solution to your
problem. Watch out for errors in interpretation.
Sources of Data - Primary and Secondary
There are two main sources of data - primary and secondary. Primary research is
conducted from scratch. It is original and collected to solve the problem in hand.

Marketing research methods

Methodologically, marketing research uses the following types of research designs

Based on questioning:

• Qualitative marketing research - generally used for exploratory purposes

small number of respondents - not generalizable to the whole population
statistical significance and confidence not calculated - examples include focus
groups, in-depth interviews, and projective techniques
• Quantitative marketing research - generally used to draw conclusions - tests
a specific hypothesis - uses random sampling techniques so as to infer from
the sample to the population - involves a large number of respondents
examples include surveys and questionnaires

Based on observations:

• Ethnographic studies -, by nature qualitative, the researcher observes social

phenomena in their natural setting - observations can occur cross-sectionally
(observations made at one time) or longitudinally (observations occur over
several time-periods) - examples include product-use analysis and computer
cookie traces
• Experimental techniques -, by nature quantitative, the researcher creates a
quasi-artificial environment to try to control spurious factors, then
Secondary research, also known as desk research, already exists since it has been
collected for other purposes.

-
 manipulates at least one of the variables - examples include purchase
laboratories and test markets
Researchers often use more than one research design. They may start with secondary
research to get background information, then conduct a focus group (qualitative
research design) to explore the issues. Finally they might do a full nation-wide survey
(quantitative research design) in order to devise specific recommendations for the
client.
 General Overview of Feedback

 Customer diversification from Airtel is increasing in regular basis due to

increase in service complaints.
 Idea and Hutch giving better schemes and margin than Airtel.
 Need quick services to increase sales.More and vast visibility of Hutch and
Idea boards and advertisements which is improving their promotion and
branding. Many telecom retailers want the detailed description of incentives
given to them i.e. on what basis and on how much activation. Here lot of
comparison is being made with Hutch as they are providing with detailed
description of when and why of incentives.
 Customer demand is high for Airtel but due to services complaints, less
advertisements and claims issues the retailers are diverting the customers to
Hutch and Idea.
 Airtel is still ruling in sales as compared to others but through better
promotion, schemes and less claims issues. Hutch is emerging as second best.
So need to take actions for it.
 Customer diversification from Airtel is increasing in regular basis due to
increase in activation complaints.
 Network of Airtel is better than any other telecom services.
New schemes are not properly being conveyed to the retailers, so they are
facing problem of no responses to customer queries.
 Customer diversification from Airtel is increasing in regular basis due to
increase in delay of retailer incentive.
Board and advertisements are required in many shops. It is been observed that
many shop[s don’t even have normal banner of Airtel in their shop in spite of
demanding of long.
 Schemes in Airtel and tariff plans are expensive than other telecom services.
 Lot of technical problems are complained here due to that retailers
dissatisfaction is increasing, also immediate services are not provided by the
department from Airtel.
 There is different tariff plan for different connection in Airtel, that frustrates
customers
 There is large number of rejection rate for taking up any new kind of business
 in the non- telecom shops this is due to lack of awareness and scarcity of
resources in this area.

 Idea is provided with better schemes and Idea sale services are quickest
among all in this area.
 Claim problem is the major issue in this area.
Mainly youth customers are attracted by H- card (Hutch) and I- card (of Idea)
as compared to Yuva (Airtel) in this area.

Limitations

The samples were taken on the basis of convenience sampling which may
bring element of error.
o Samples were only taken from Rohini area.
o Survey times are as such that maximum shop owners or respected persons
were not available for survey. So, through contact basis survey is done.
o The sample size is very small and the result of research cannot be expralated
to the entire population.