A STUDY ON

BRAND LOYALTY OF AIRTEL CUSTOMERS

(With reference to AIRTEL, Kolkata)
PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF

BACHELOR OF BUSINESS MANAGEMENT

SUBMITTED BY
AAKASH SHAW

UNDER THE ESTEEMED GUIDANCE

Dr. MANJU JOSE

GITAM INSTITUTE OF MANAGEMENT

(AN INSTITUTION ACCREDITED WITH A GRADE BY NAAC)

GITAM UNIVERSITY
(Declared as deemed to be university u/s 3 of the UGC Act 1956)
VISAKHAPATNAM

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Declaration by the student

I Aakash shaw hereby declare that this project entitled BRAND LOYALTY
OF AIRTEL CUSTOMERS is carried out on my own and has not been
submitted to any other university or institution published earlier. This project
report to the best of my knowledge comprises of the work that I have complied
for the award of the degree of Bachelor of Business Management, GITAM
Institute of management, Vishakhapatnam, Andhra Pradesh is a bona fide record
of my project work carried out during the period from 10 th May,2012 to 10th
June,2012 at AIRTEL CO., Kolkata. It is carried out on my own and has not
been submitted to any other institution or university earlier.

Date: 2.07.2012
Place: Kolkata

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Aakash shaw

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CERTIFICATE BY THE GUIDE

This is to certify that the project report entitled BRAND LOYALTY OF

AIRTEL CUSTOMERS submitted to GITAM Institute of Management,
GITAM University, Visakhapatnam in partial fulfillment of the requirements for
the Degree of Bachelors of Business Management, is a bonafide work done by
me and has been carried out under my guidance.

Place:
Date:
[Dr.Manju Jose]

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Acknowledgements
I would like to express my profound gratitude for necessary cooperation extended by Prof.
K.Siva Rama Krishna, Dean & Principal; Prof P. Sheela, Vice-Principal and Dr.Manjusree
Naidu, program coordinator of Bachelor of Business Management, GITAM University for
their for giving me this opportunity.
With my immense pleasure I would like to express my sincere thanks to my project guide
Dr. Manju Jose for the support and guidance to successfully complete my project work.

Aakash Shaw

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Executive Summary
This report deals with Branding and how it affects the loyalty of people. It is
necessary to recognize the essential role that technology plays in realizing these
learning skills in today's knowledge-based society. Research indicates that
computer technology can help support learning and is especially useful in
developing the higher-order skills of critical thinking, analysis.

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THEORETICAL BACKGROUND OF THE PROBLEM SELECTED FOR THE

STUDY
People communicate with each other for various reasons. As the ability to gather
process and communicate information the demand for the user more sophisticated technology
has come into picture. Mobile technology has come into revolutionized the
telecommunication industry. It has allowed communicating from a mobile location which has
forever changed the way people communicate. Today, where a large proportion of the
population own and use mobile connection, the companies have to cater to this needs.
Bharti enterprises provide a different range of services like postpaid, Prepaid, SMS, S
T D facility, national and international roaming, national and international S M S. which are
being serviced to the customers under the brand name AIRTEL
Today, we have a large number of brands of telecommunication available in the
market. Since it is a very popular brand used, it is an industry by itself having a large number
of competitors, each varying from one another to grab higher market share.
This study is designed to understand the BRAND AWARENESS TOWARDS
AIRTEL MOBILE CONNECTION with competing other leading brands.

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Main Subject :- Brand Loyalty of Airtel Customers

For the past few years, the technology has advanced with gathering processing and
distribution of information. It has lead to enrichment of world wide telecommunications,
radio, television and launching of communications satellites.
The economy is growing due to rapid technological process where the need for
communicating each other has been necessary. Organizations with hundred of offices spread
over wide geographical area routinely expect to gather information at their remote out put at
the push of the button. This realization resulted in a sophisticated way of communication
which has leads to development of mobile and telecommunication industry.
In the earlier days the telecommunication sector was operated by government. But as
the economy had its growth with more population and companies coming in the need for
communicating mobile, gathered importance. This leads to liberation and privatization of
economy where new companies emerged in the mobile industry. In this whole process
companies like AirTel, Spice, Hutch and Reliance have taken birth.
These companies have entered in to the market providing different types of services.
In order to give good and accurate communication network companies had to work with the
help of satellite networks. At present these are two types of satellite network namely.
Global System for Mobile Communication (GSM) and Code Division Multiple Access
(CDMA) Technologies which are marketing communication networking more easier.

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NEED Of THE STUDY

Today costumers are facing a growing range of choice in the different brands
of products and services. They are making their choice on the basis of their perceptions of
brand, quality service and value.
Companies need to understand the rapid growth of global market place. Where, the companies
should choose brand names with an eye to their global reach.
This study is not concerned only with brand awareness but deals also with other facts. It
includes a wide preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?

If given, would they like to purchase same brand product again?

Did they feel that the branded product matches their expectations?

How the brands influence the market?

How relevant the brand towards trend?

Do brand suggestive to the products?

Are they satisfied with the brand, price, quality etc?

These questions will help in understanding better, what factor influence the people about
brand awareness?
The marketers have realized that they have to take technical decisions concerning the
brand to cater to the needs of the consumers to develop brand identify and brand position.
The company must understand how their consumers perceive brand, quality and how much
they expect.
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Therefore, it becomes very necessary to understand, analyze and evaluate the brand awareness
in a systematic manner and act accordingly for existence.
STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know how
much market power lies with the brand name. The study of brand awareness is essential in
marketing planning. Customer needs and preferences keep changing where brands ultimately
command customers loyalty.
The realistic side of the problem is to know the acceptance level of the brand
awareness towards the product. This study will help us to understand the brand awareness and
what problems are being faced by the consumers, to which appropriate measures to be taken
to solve the problems.
This project has mainly been taken up to understand the brand awareness, buying
motives to ensure the Brand awareness towards AirTel Mobile connection apart from this, it
is to understand the new opportunities in the market for the improvement of brand awareness
and sales towards the products

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OBJECTIVES OF THE STUDY

To identify the consumer needs.

To know the brand image AirTel.

To measure the brand loyalty towards AirTel.

To know the consumer attitude and demand towards the brand AirTel.

To find opinion about brand and service provided by AirTel.

To find the effectiveness of advertisement in developing the brand loyalty of AirTel.

To know the consumers reaction towards brand AirTel in respect of price, offersschemes etc

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SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand and
identify the human action towards brand.
The information thus gathered by conducting a systematic market research would help to
finding out the brand awareness of the consumers.
This study was mainly focused towards people of Bangalore who belong to different age
group and reside in different localities, in order to find out their preference given to particular
brand.

RESEARCH DESIGN
METHODOLOGY
Data is the information collected from various sources. It is concerned with gather accurate
and proper knowledge about the problem that is in hand. Formally there are 2 types of
gathering information namely primary data and secondary data.
Data collection mode: Two methods have been used to collect the relevant data, which are
essential for the study, they are:
Primary Data: Data is collected to obtain desired information through structured
questionnaire.
Secondary Data: It is compiled through books, magazines, newspapers and internet etc
Sampling plan:A small selection of the large group which is taken for interviewing is called
sampling. A sample is taken representative and adequate which gives proper information.

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In order to study brand awareness towards AirTel mobile connection the following
sampling plan was adopted.
Sample size:
A sample size of hundred was taken in order to carry the study.
Sampling unit:
For this survey the target population consisted of people residing in various localities
of Bangalore between the age group 20-70 who are the users of AirTel. Instrument of data
collection is questionnaire.
Sampling technique:
A simple random technique was adopted to select the representative sample from the
sampling unit.
Tools for data collection
Data for this study is collected from both primary and secondary data.
The primary data is collected through a structured questionnaire which was prepared to
interview the respondents.
The secondary data was collected through discussion with officials of the company to
get general information, data was also collected from newspapers, books, magazines,
company records and internet etc

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PLAN OF ANALYSIS
The data is collected from both primary and secondary sources and also been tabulated
in the form of tables and drawn in to graphs depicting the various finding significantly. The
data collected through questionnaire are analyzed in detail and divided in to various categories
of preferences and conclusion are drawn on the possible changes are causes for brand
preference and market share is given based on the research study.

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Organization Profile: - Bharti Tele-Ventures

Bharti Tele-Ventures is one of India's leading private sector providers of
telecommunications services based on an aggregate of 28,692627 customers as
on September 30, 2006, consisting of 27,061,349 GSM mobile and 1,631,278
broadband & telephone customers
The businesses at Bharti Tele-Ventures have been structured into three
individual strategic units (SBUs)
1) mobile services
2) broadband and telephone services (B&T)
3) enterprise services
The Mobile services group provides GSM mobile services across India in 23
telecom circles, while B&T business group provides broadband & telephone
services in 94 cities. The Enterprise Services group has two sub-units
carriers (long distance services) and services top corporates. All these
services are provided under the Airtel brand.
Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in
1976, Bharti has been a pioneering force in the telecom sector with many firsts
and innovations to its credit.
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 16 states
covering all four metros. It has over 12 million satisfied customers
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
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telecom terminals under its 'Beetel' brand, Bharti has created a significant
position for itself in the global telecommunications sector. Bharti Tele-Ventures
is today acknowledged as one of India's finest companies, and its flagship brand
'Airtel', has over 12 million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bhartis successful foray
into the Customer Management Services business, Bharti Enterprises dynamic
diversification has continued with the company venturing into telecom software
development. Recently, 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

"What other operators have achieved in one to two years, Bharti has done in just over a
month. In July 2002, one out of every two people buying a mobile across India chose AirTel.
We are truly proud to be spearheading the mobile revolution in the country."
- Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002

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COMPANY PROFILE :- AIRTEL

Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest
private integrated telecom conglomerate, Bharti Enterprises. A consortium of
giants in the telecommunication business. In it's six years of pursuit of greater
customer satisfaction, AirTel has redefined the business through marketing
innovations, continuous technological up gradation of the network, introduction
of new generation value added services and the highest standard of customer
care.
Cellular telephony was introduced in India during the early 1990s. At that time,
there were only two major private players, Bharti (Airtel) and Essar (Essar)
and both these companies offered only post-paid services. Initially, the cellular
services market registered limited growth.
Moreover, these services were mostly restricted to the metros. Other factors
such as lack of awareness among people, lack of infrastructural facilities, low
standard of living, and government regulations were also responsible for the
slow growth of cellular phone services in India. Bharti is the leading cellular
service provider, with an all India footprint covering all 23 telecom circles of the
country. It has over 12 million satisfied customers.
Although the cellular services market in India grew during the late 1990s (as the
number of players increased and tariffs and handset prices came down
significantly) the growth was rather marginal. This was because the cellular
service providers offered only post-paid cellular services, which were still
perceived to be very costly as compared to landline communications.
Following this realization, the major cellular service providers in India, launched
pre-paid cellular services in the late 1990s. The main purpose of these services
was to target customers from all sections of society (unlike post-paid services,
which were targeted only at the premium segment).

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Board of Directors
The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, which consists of three Executive and fifteen NonExecutive Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive
Director and the number of Independent Directors on the Board is 50% of the
total Board strength. The independence of a Director is determined on the basis
that such director does not have any material pecuniary relationship with the
Company, its promoters or its management, which may affect the independence
of the judgment of a Director.
The Board members possess requisite skills, experience and expertise required
to take decisions, which are in the best interest of the Company.

The composition of the Board is as under:

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Sunil Bharti Mittal

Rajan Bharti Mittal
Akhil Gupta
Rakesh Bharti Mittal
Chua Sock Koong
N. Kumar
Kurt Hellstorm
Donald Cameron
Paul OSullivan
Professor V.S. Raju
Pulak Chandan Prasad
Bashir Abdullah Currimjee
Gavin Darby
Syeda Imam
Ajay Lal
York Chye Chang
Paul Donovan
Arun Bharat Ram
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TOPIC PROFILE :- AIRTEL AS A BRAND PREFERENCE OF CUSTOMERS

For a brand to be successful, it must build enduring relationship with different audiences.
Integral to this relationship is the visual image of the brand the consumer carries in his/her
mind.
The AirTel brand image is created through consistent application of a carefully developed
visual identity, which helps AirTel distinguish it self in a cluttered market. AirTel visual
identity helps to create instant brand recall and strengthens the relationship that it audience
have with it.
The AirTel visual identity has different elements that work together to create a strong and
consistent for the brand.
The most important of these are as Follows:

The AirTel logo:

The AirTel logo is a strong contemporary and confident symbol for a brand that is
always ahead of the rest. It is a specially drawn word mark.

The AirTel Image style:

It corporate two solid, red rectangular forms whose counter form creates an open door
way.

The AirTel typographical style:

The title lettering with its capital A is deliberately chosen to reinforce the brands
leadership position. The red dot on the letter form I cues AirTels focus on
innovation.
The words Express Yourself are very much part of the Brand identity.

The AirTel color palette:

The lettering is gray so the pure black of the AirTel is visually unharmed.

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VISION OF THE ORGANIZATION

To make mobile communications a way of life to be the customers first choice.

MISSION OF THE ORGANIZATION

The company will meets the mobile communication needs of their customer through

Brand identity

Error free service delivery

Cost efficiency

Unified messaging solutions

Innovative products and services

VALUE OF THE ORGANIZATIONS

Innoventuring
To generate and implement entrepreneurial and innovate ideas which continuously
creates new growth engines.

Customers first
To provide delivery service beyond the expectations of the customer. The quality of
the customer responsiveness clearly differentiates them from others.

Performance culture
The benchmark their process and performances against world class standards. To
distinguish between performers by valuing achievements at the individual as well as
team level.

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Valuing partnership
Get committed to building exemplary relationship with partners who stand on the
principles of mutual growth and trust.

Valuing people
To mature as environment where people are respected and their uniqueness is valued.
They believe that people are their key differentiator.

Responsible Corporate Citizenship

To get committed for making a positive and pro-active contribution to the community.
They will contribute to and abide by environmental and legal norms.

Ethical Practices
They will uphold the highest ethical standard in all internal and external relationship.

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SERVICES OFFERED BY THE COMPANY

1. AirTel Prepaid
Bharti Enterprises, India's leading integrated telecom service provider gives AirTel
Prepaid Ready Cellular Card and Recharge Cards are available, all over the city at our retail
outlets including 24 hour outlets. AirTel gives maximum benefits as it has no rental, no bills,
and no deposits. It gives crystal clear communication all over the cities in Karnataka.

Total Cost Control

Enjoy the liberty of total cost control with your AirTel Pre-paid! Re-charge as much as
you feel the need to! Now that's what we call complete freedom!

No Rentals and No deposits

Buy an AirTel prepaid card without having to pay any rentals!. Your AirTel prepaid
card comes without you having to pay hefty deposits!

STD /ISD facility till the last rupee

Now experience complete freedom like never before with AirTel! Our STD / ISD
facility allows you to make long distance calls in India and Overseas from your
cellular phone!

Instant Balance Inquiry

Check your talk-time instantly by calling our toll-free number!

60 second pulse
AirTel provides you with a 60-second pulse rate! Freedom for you to experience like
never before!

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Instant Recharge
Avail of instant recharge on your AirTel prepaid card with just a few simple steps!

24-hour recharge facility

with our round-the-clock recharge facility, recharge you AirTel prepaid card anytime,
anywhere!

Caller Line Identification

Call Line Identification gives you the power to know the phone number of the calling
party even before you answer the call, thus giving you the choice to either reject or
take the call. It provides the added advantage of saving the incoming number directly
in the Handset Phone Book. So that the next time you want to call the same person,
you don't need to retype his number, simply use your phone book.

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert all with your
AirTel prepaid card!

Short Messaging Service (SMS)

With AirTels Short Messaging Service (SMS), send messages and jokes to your
friends and colleagues, anytime anywhere!

SMS based Information Services

With AirTels SMS based information services; you can get up to-the-minute cricket
scores, order flowers as well as send couriers or check your daily horoscope!

Voice Mail service

Voice Mail lets you receive messages even when your handset is switched off or when
you are outside the coverage area. You can listen to your messages whenever you feel
like, from anywhere in the world. Voice Mail can store up to 75 messages.

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2. AirTel Postpaid
AirTel postpaid connection offers enhanced full rate with distortion free high clarity
voice. It provides seamless, crystal clear noncongested, easy accessible, network and finest 24
Hours customer service facility.
Experience complete freedom
AirTel welcomes you to a vibrant world of unlimited opportunities. More exciting,
innovative yet simple new ways to communicate, just when you want to, not just through
words but ideas, emotions and feelings. To give the unlimited freedom to reach out to special
people in special way.
As an AirTel Post-paid customer you can enjoy the following facilities

Easy Billing
Now enjoy the luxury of viewing details of your last 3 billing cycles and the
convenience of paying your AirTel bill online! Experience complete freedom with
AirTel!

Call Divert, Call Hold and Call Wait

Avail of special services like call waiting, call hold and call divert all with your
AirTel postpaid connection!

Short Messaging Service (SMS)

With AirTels Short Messaging Service (SMS), send unlimited messages and jokes to
your friends and colleagues, anytime anywhere!

Caller Identification
Call Identification gives you the power to know the phone number of the calling party
even before you answer the call, thus giving you the choice to either reject or take the
call. It provides the added advantage of saving the incoming number directly in the

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Handset Phone Book. So that the next time you want to call the same person, you don't
need to retype his number, simply use your phone book.

Voice Mail
Voice Mail lets you receive messages even when your handset is switched off or when
you are outside the coverage area. You can listen to your messages whenever you feel
like, from anywhere in the world. Voice Mail can store up to 75 messages, with each
message of two-minute duration.

STD/ISD Facility
now experience complete freedom like never before with AirTel! Our STD/ISD
facility allows you to make long distance calls in India and Overseas from your
cellular phone!

Roaming (National and International)

AirTels Roaming service allows you to use your mobile phone to make or receive
calls from almost anywhere in India and abroad! Enjoy roaming within the country as
well as across international destinations!

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PLAN ANALYSIS
INTRODUCTION TO BRAND AWARENESS & LOYALTY
With the opening of the market or the post liberalization period has resulted in many
companies entering the markets with offerings of their goods and services.
In the earlier stages of economic revolution consumer had to accept what the
manufacturer has produced. But todays consumers are much more educated, demanding,
expect lot more to suit their ever changing life styles. There by their quality expectations have
been elevated from time to time in order to rebuild it-self around its customer.
The manufacturer should be able to satisfy, with the type of product and services to match the
ever-changing customer requirements.
In developing a marketing strategy for products, the sellers have to confront the
branding decision. Brand is a major issue in product. Customers have strong preference for
particular versions and brands of basic goods and services. The manufactures eventually learn
that market power lies with the brand name companies. Consumers buying decisions are
influenced by the brand.
In this competitive world, the Brand plays an important role and a brand is very
prominent asset owned by an organization. Brand is endowed with awareness, perceived
quality, associations and brand loyalty. Brand is presented as creative idea.
A brand is a promise of the seller to deliver a specific set of benefits or attributes or
services to the buyer. Brand represents a level of quality.
Meaning
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A Brand is symbol, a mark, a name that acts as a means of communications which

brings about an identity of a given product.

A Brand in short is an identifier of the seller or the maker. A brand name consists of
words, letter or numbers that can be vocalized. Brand mark is the visual representation of the
brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond between
the customer and a product.
Definition:
According to American marketing association A Brand is defined as a name, item, sign,
symbol or special design or some combination of these elements that is intended to identify
the goods or services of one seller or a group of sellers. A brand differentiates these products
from those of competitors.
In the word of Philip kotler
A brand is a name, term, sign, symbol or design or combination of them. Intended to identify
the goods or services of one seller or group of sellers and to differentiate them from those of
competitors.
Role of Branding
In todays world brand names come to create identify to distinguish one product from another.
The following points to pin down its precise role.

Brand is a massive asset: Brand is an intangible asset, because it is impossible to

duplicate brand name.

Brand is promotional tool: The product differentiation is done by a brand through sales
promotion.

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Brand is a weapon to protect Market: A consumer has tried and liked a product, the
brand enables him to identify the product and repeat the purchase.

Brand is antidote for middle mens survival: The class of middle man always tends to
go for a successful brand.

Brand is a means of identifications of customers: Brand is the easiest way of

identifying product or service by customers.

A brand can convey the consumers through six levels as shown below:

Brand Conveying
the Consumer
Attributes
Benefits
Values
Culture
Personality
User
Attributes: a brand first brings to mind certain attributes for a particular product.
Benefits: consumers are buying benefits of the product with brand.
Values: the brand tells about values which says same thing about the product values.
Culture: the brand represents a different culture.
Personality: a brand project a personality which can be person, animal or object.
User: the brand suggests its own target audience to use the product.

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TYPES OF BRANDS

Brand

Manufacturer
Brand

National
Brand

Private
Brand

Single
Brand

Multiple
Brand

Family
Brand

Brand Awareness of the Product

Aware of brand, when its presence is registered in the mind of consumers. The level of
awareness can range from mere recognition to recall to top of mind to dominant. The
company is spending money to keep brand in consumers memory.
A strong brand awareness means easy acceptance of new products. Brand with strong
awareness can brought and sold to create brand name with enduring strength.
An organization can put its customer awareness, identify and develop it further to
build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity
of a product.
Brand awareness is asset which brand managers create and enhance to build brand
equity. It is related to the nature and features of product. It leads to brand strength which is
constituted by measuring the variable like leadership, stability, Market, geographic, trend,
support and protection etc
Creating brand awareness with the use of advertising, promotion event management
etc a different brand has different kind of awareness which retains recognition.

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Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions,

motivation drives and desire. Consumer feels more powerful when he uses the brand.
Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand.
Now a days consumers are experience with brand awareness for different product, where the
consumers expectations levels are increased towards brand, product etc

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AIRTEL :-PROMOTIONAL STRATEGY FOR

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

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RAHMAN TUNE CROSSES AIRTELS

EXCLUSIVITY BARRIER
October 04, 2002

Cellular service provider AirTel seems to have hit the right note with its new
commercial starring musician A R Rahman. The commercial which is currently
on air has a beat which also doubles up as a ringtone which is ostensibly
available only to AirTel users. But the interesting part is that the ringtone is
being flaunted not just by AirTel customers but by customers of rival service
providers like BPL, Orange and Dolphin as well!
We did expect the tune to catch up but this has really exceeded our
expectations, admits Bharti Cellulars chief marketing officer (western region)
Pratik Pota. Overall, he explains, it is a great advertising product for AirTel and
works like a walking, talking brand ambassador.
The ringtone which is also the jingle for AirTels TV commercial, is proving to
be a potent advertising tool for the company. It is not very clear what this means
for the other cellular operators. Cellular users have been forwarding the tune
to one another, which according to Mr Pota, has given AirTel a chance to enter
the mind of the user irrespective of which service he opts for.
It gives the user a chance to go back to the AirTel product and acts as a strong
reminder medium, he explains. Marketing professionals like Samsika
Marketing Consultants managing director Jagdeep Kapoor point to the usage of
an audio celebrity as something that is significant.
The normal practice is to opt for film stars and sportsmen rather than an audio
personality he says.
Rivals, though seemingly unfazed by the phenomenon, seem to be doing their
own homework on this brand of advertising. While none of them commented on
AirTels strategy and its impact on their own subscriber base, one advertising
professional working with a rival service provider opines that the tune is
transient and not likely to have any long term impact as a brand building tool.

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Being the latest entrant in the Mumbai circle, AirTel has had to find ways of
cutting through the clutter.
Says Mr Kapoor, AirTel will have try to find ways to attract new customers
and convert the existing ones. Explaining that the usage of an audio celebrity
was more strategic than tactical, he adds that non-AirTel users will have the
AirTel brand experience inspite of not using the service.
While Mr Pota highlights the fact that the usage of the tune by other operators
means free advertising for AirTel and the users having a positive disposition
towards the product, the nature of reaction from competition remains unclear.
Competition will not do well to adopt a knee jerk reaction and will have to
come out with advertising that is well thought out explains Mr Kapoor. He
anticipates a situation where the new entrant (AirTel) will continue to be more
aggressive.

TENDULKAR & SHAHRUKH.

Both Tendulkar and King Khan already share the frame for soft drinks major
PepsiCo India. Tendulkar is not the first cricketer to endorse Bhartis Airtel
brand. Indian captain Saurav Ganguly had done so when Airtel launched its
service in the eastern metropolis of Kolkata in 2001.
Though company executives were mum on the value of the Tendulkar deal,
those in the advertising fraternity peg the signing rate for the three-year deal
anywhere between Rs 8 crore and Rs 10 crore.
Both Sachin and Shah Rukh are two of the most sought after celeb endorsers in
the country, with the former edging out the latter in the celeb endorsement race.
The Master Blasters portfolio includes brands like Colgate Pamolive, ESPNSTAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas and Britannia. The
leading brands endorsed by Khan include Hyundai, Pepsi, Airtel, Tag Huer,
Clinic All Clear, Bagpiper and Videocon, among others.
According to company executives, the idea of roping in Tendulkar is in line with
the groups strategy to connect to the mass market through celeb endorsers from
movies, cricket and music. For mass connect, Shah Rukh and Sachin are the
best bet as brand endorsers, says a senior company executive. Bharti plans to
launch a multimedia campaign targetting its service at the mass market.

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Findings

The study reveals the reasons that convince people to choose Airtel as their service
provider

The findings of the study reveal that the various features and services that Airtel
provides that help it to gain more customers

The study is relevant enough to prove that Airtel customers stay loyal to the brand
they have chosen

It was found that people come to know about Airtel mainly because of their friends

The study reveals that people are more keen on getting maximum benefits from the
service provider

The study reveals that that audio-visual advertisements have more affect on the
people

It was found that people do take advantage of the services provided by Airtel

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SUGGESTIONS

AirTel conduction survey, collection and always of gathers data and interaction with
users, it is suggested.
AirTel should make their plans more economical for all classes.
AirTel should focus on the age group of 50 and above.
AirTel should chalk out new plans to attract more female users.
AirTel should make new and lucrative strategies and schemes separately for students
and pensioners to make them brand loyal.
AirTel should keep on bringing out new time attractive offers and schemes to increase
brand value.
AirTel should bring advertisement in print media and audio to attract more consumers
towards brand.
AirTel should focus more on music, theme of advertising than the brand ambassador.
doubt AirTel has more visual identity, but it should work to create strong brand
identity.
That no doubt AirTel has a colorful advertisement where it should focus more on the
words Express Yourself which is a part of the brand identity.
No doubt AirTel is a popular brand it should creates brand identity extends to rural
and remote areas too.

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CONCLUSIONS
It is concluded that the over all field of AirTel is appreciable, in the prevailing cut
threat competition among the powerful telecom industry it appeared that AirTel has not only
entered play but to win and indeed it has won the loyalty of its customers. If AirTel continues
its brand identify, awareness, image and service as it is doing now it would not be
exaggerating AirTel may force other brands vanish from the market. It appears that the brand
AirTel has no doubt made these mobile handsets available in the hands of people of all walks,
but with an eye on monetary gain.
It is a privilege to flash or own a brand AirTel mobile connections, it has become an identity
of pride and fashion. The growth of AirTel was graphically ascending but steadily spreading
its wings all over the market with uniformity. The AirTel brand enables customer to identify
so well that he is tempted to levy it again. There by setting him to be among the upper and
privilege class.
Brand awareness of the AirTel mobile connection it as such providing ideas, feelings to a
common man to enjoy the service. AirTel connection is boom bridging the long distance
eliminating the feeling of separation.
AirTel of Bharti Enterprises is enjoying a virtual monopoly as it has made a very good place
for itself in the competitive market.
AirTel has swept the market in a true sense

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People know about AIRTEL cellular service through

Factor
FRIENDS
ADVERTISEMENTS
OTHER SOURCES

Percentage
30 %
70 %
5%

friends
advertisements
other sources

INTERPRETATION:-

From the above diagram it was found that 30% of Airtel cellular service was
through friends,70% through advertisements and 5% through other sources.

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Feature of AIRTEL forced people to use AIRTEL is

FACTORS
ADVERTISEMENTS
CONNECTIVITY
SCHEMES
GOODWILL

RESPONDENT PERCENTAGE
35 %
20 %
10 %
35 %

advertisement
connectivity
schemes
goodwill

INTERPRETATION:-

From the above diagram it was found that 20 % of the people choose
Airtel for its connectivity,10 % for it schemes and 35% for its Goodwill.

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Peoples first choice of cellular service when they want to use mobile phone
FACTORS
AIRTEL
HUTCH
IDEA
REALIANCE
TATA INDICOM
OTHERS

RESPONDENT PERCENTAGE
45 %
30 %
8%
10 %
5%
2%

AIRTEL
HUTCH
TATA INDICOM
RELIANCE
IDEA
OTHERS

INTERPRETATION:-

From the above diagram it was found that 45 % of the people have their first
choice as Airtel while,30 % go for Hutch,8 % idea,10 % Realiance,5 % Tata
Indicom,2% others.

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Feature of AIRTEL is better than the peoples previous cellular service.

FACTORS
ADVERTISEMENTS
CONNECTIVITY
SCHEMES

RESPONDENT PERCENTAGE
25 %
60 %
15 %

ADVERTISEMENTS
CONNECTIVITY
SCHEMES

INTERPRETATION:It was seen that 25 % of the people go for Airtel based on Advertisement,60 % for
connectivity and 15 % schemes.

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Type of advertisement mostly like by people in AIRTEL is

FACTORS
AUDIO VISUAL
PRINT
AUDIO

RESPONDENT PERCENTAGE
85 %
2%
13 %

Audio Visual
Print
Audio

INTERPRETATION:-

From the above diagram it was found that 85 % of the people prefer audio visual
media, 2 % prefer print media whereas 13 % prefer only audio advertisements.

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People take benefits of schemes offered by AIRTEL

FACTORS
YES
NO
CANTT SAY

RESPONDENT PERCENTAGE
85 %
13 %
2%

YES
NO
CANT SAY

INTERPRETATION:People want to get maximum for the least amount of money so 85 % people do take the
benefits and schemes offered by airtel, 13 % say that they dont need those schemes and 2 %
cant say.

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People like most in AIRTEL is

FACTORS
NOKIA+AIRTEL
AIRTEL MAGIC
POSTPAID SERVICES
AIRTEL BROADBAND

RESPONDENT PERCENTAGE
86 %
5%
8%
1%

NOKIA + AIRTEL
AIRTEL MAGIC
Postpaid services
AIRTEL Broadband

INTERPRETATION:-

Nokia one of the most preferred brand for consumer so 86 % of the people
prefer Nokia and Airtel together,5 % prefer Airtel magic services,8 % go for
Airtel postpaid services whereas 1 % have Airtel broadband.

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Service liked by people most in AIRTEL is

FACTORS
AIRTEL missed you service
RINGTONES
HELLOTUNES

RESPONDENT PERCENTAGE
63 %
15 %
22 %

AIRTEL missed you

service
RINGTONES
HELLOTUNES

INTERPRETATION:Among the vast array of services provided by Airtel most people prefer the 63 % Airtel
missed call service followed by 15% ringtones and 22% hello tunes to entertain their callers

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Type of recharge cards liked by people

FACTORS
MORE TALKTIME
MORE VALIDITY
BOTH

RESPONDENT PERCENTAGE
23 %
15.5 %
62 %

More talktime
More validity
Both

INTERPRETATION:It is natural people will demand more of better services so they will prefer better recharge and
talktime facilities. Hence 23 % prefer more talktime, 15.5 % prefer more validity and 62 %
prefer both

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AIRTEL is #1 in Kolkata
FACTORS
YES
NO

RESPONDENT PERCENTAGE
95 5
5%

Yes
No

INTERPRETATION:95 % of the people in Kolkata consider Airtel as the top most brand among all the other
cellular services whereas 5 % hold some other opinion

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BIBLIOGRAPHY
BOOKS:
Dr. S.L. Varshney and
Dr. R.L. Gupta Marketing
Management , Third Revised Edition,
Sultan Chand and
Sons.

NEWSPAPERS:
o Times of India (15 Oct 2006- 2 Nov 2006)

ON-LINE WEBSITE:
.
o http://en.wikipedia.org/wiki/Bharti_Airtel

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QUESTIONNAIRE
NAME:

ADDRESS:

OCCUPATION:
.
CELLULAR SERVICE USED:.
If AIRTEL than proceed further
1. How did you know about AIRTEL cellular service?
Friends

Advertisements

Other Sources

2. Which feature of AIRTEL forced you to used AIRTEL ?

Advertisements

Connectivity

Schemes

Goodwill
3. Which was your first choice of cellular service when you want to use
mobile phone?
AIRTEL
HUTCH
IDEA
RELIANCE

TATA INDICOM

OTHERS

4. Which feature of AIRTEL is better than your previous cellular service?

Advertisements
Connectivity
Schemes
5. How many AIRTEL users in your phone book?
Less than 30%
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30% - 70%

More than 70%

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6. Which type of advertisement you most like in AIRTEL?

Audio Visual

Print

Audio

7. Which celebrity you like very much in AIRTEL?

Sachin
Shahrukh
Kareena
A. R. Rehman
8. Have you take benefits of any scheme offered by AIRTEL?
YES
NO
9. Which you like most in AIRTEL?
NOKIA + AIRTEL
Postpaid services

AIRTEL MAGIC
AIRTEL Broadband

10.Which service you like most in AIRTEL?

AIRTEL missed you service

Free Ringtones

Free Hello tunes

11.Do you participate contest offered by AIRTEL like KBC-2 & Indion Idol2?
YES
NO
12.Which type of recharge cards you like most?
More talktime
More validity
Both (i.e. Post paid)
13.According to you is AIRTEL is #1 in India?
Yes

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No

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