VIDYASAGAR UNIVERSITY

THE INTERNSHIP REPORT FOR MBA

2018-2020

ON

“Increase the App Penetration of Retail Segment”

Name of the organization

Bharti Airtel Limited

Supervised by- Industry Guide-

Dr Debasish Biswas Mr. Abhishake Garg
HOD- MBA Department Vertical Head, Airtel Postpaid
Vidyasagar University Kolkata Circle

Dr Sudin Bag Submitted By-

Assistant Professor- MBA Department Avijit Hatui
Vidyasagar University Roll No. – 0014
Registration No. - 210052 of 2015- 2016
 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. Abhishake Garg {Vertical Head of Postpaid,

Kolkata}, Bharti Airtel Limited for giving an opportunity to associate
myself to the India’s largest telecom company and to carry out my
project titled- “Increase the App Penetration of Retail Segment”

I would like to express my profound sense of gratitude to My Faculty

guide Dr Sudin Bag for guiding me as well as providing me support to
conduct the project with a deep sense of gratitude and indebtedness, I
sincerely and whole heartedly thank my fellow colleagues and the staff
team at Bharti Airtel Limited, Kolkata, for giving me value suggestions
and advice throughout the execution of the project. This project would
not have been concluded successfully within the time without their
proper support and help.

Avijit Hatui
Vidyasagar University
Midnapore
 Self Declaration Certificate

I hereby declare that the project entitled- “Increase the App

Penetration of Retail Segment.” submitted for the MBA is my
original work and the project has not formed the basis for the
award of any other degree.

Signature of the Student:

Place: Midnapore
Date:
 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 4 P’s 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 thee 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 communicates very different messages 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 INDUSTRY IN INDIA

2.2 BHARTI AIRTEL LTD
2.3 VISION OF BHARTI AIRTEL
2.4 HISTORY OF THE COMPANY

CHAPTER 3: THE COMPETITIVE AREA

3.1 COMPETITOR’S 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
1.1 INTRODUCTION ABOUT THE TOPIC

The project is made on the project title- “Increase the App Penetration of
Retail Segment.”

The purpose of the project is to know about the using rate of featured app e.g. My
Airtel App, Wynk Music, Amazon Prime and Netflix, which has given with the
various Airtel Postpaid Plans. And also have to increase the using of the apps in
the retail segment. Now a day 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 Penetration?

Penetration defines how many users are there for a product. It is one of
the measures of a company or industry's success in getting consumers to
use their products. The penetration numbers for India are very low in
most products, like telephones (tele density) or shampoos, soaps,
cosmetics and so on.

A rising penetration of products in the country signifies a greater

consumer class, willing to use products. Rising penetration should
translate into rising market share for the leader as well. Low penetration
numbers are usually quoted in India's context to show what potential
exists in the Indian market place.

Penetration of a product depends on several factors, like income,

marketing activity, needs, positioning, and logistics of making the
product available in the first place, demographics as well as an
understanding of consumer needs.

For example, shampoo's penetration in India is still low in rural areas as

people there use soap for hair washing, and not so much shampoo.

FMCG marketers found that selling low unit cost, single use sachets to
rural markets encouraged price-sensitive rural people to try shampoo.
The sachet has since then been one of the greatest causes of increasing
shampoo, soap and all other types of products into rural markets.
Market Penetration Techniques:

Price Adjustments:
One of the common market penetration strategies is to lower the
products' prices. Businesses aim to generate more sales volume by
increasing the number of products purchased by putting on lower prices
(price competition) for consumers comparing to the alternative goods.
Companies may alternatively pursue strategies of higher prices
depending on the demand elasticity of the product, in the hope that it
will generate an increased sales volume and result in higher market
penetration.
Increased Promotion:
Businesses can also increase their market penetration by offering
promotions to customers. A promotion is a strategy often linked with
pricing, used to raise awareness of the brand and generate profit to
maximize their market share.
More Distribution Channel:
A distribution channel is the connection between businesses and
intermediaries before a good or service is purchased by the consumers.
Distribution can also contribute to sales volumes for businesses. It can
increase consumer awareness, change the strategies of competitors and
alter the consumer's perception of the product and the brand, and is
another method to increase market penetration.
Product Improvement:
Product management is crucial to a high market penetration in the
targeted market and by improving the quality of products, businesses are
able to attract and out-quality the competitors' products to match
customers' requirements and eventually lead to more sales made.
Product improvements can be utilized to create new interests in a
declining product, for example by changing the design of the packaging
or material/ingredients.
Market Development:
Market development aims at non-buying shoppers in targeted markets
and new customers in order to maximize the potential market. Before
developing a new market, companies should consider all the risks
associated with the decision including its profitability. If a company is
confident about their products, believes in their strengths, and is enticing
to new consumers, then market development is a suitable strategy for the
business.
Penetration Pricing:
Penetration pricing is a marketing technique which is used to gain
market share by selling a new product for a price that is significantly
lower than its competitors. The company begins to raise the price of the
product once it has achieved a large customer base and market share.
Penetration pricing is frequently used by network provider and cable or
satellite services companies. Many of the providers will initially offer an
unbeatable price to attract customers into switching to their service and
after the discount period has ended, the price increases dramatically and
some customers will be forced to stay with the provider because of
contract issues.
Penetration pricing benefits from the influence of word-of-mouth
advertising, allowing customers to spread the words of how affordable
the products are prior to business increasing the prices. It will also
discourage and disadvantage competitors who are not willing to
undersell and losing sales to others. However, businesses have to ensure
they have enough capital to stay in surplus before the price is raised up
again.

Types of Penetration Testing:

1. External Network Penetration Test:

An external network penetration test is typically what most people think

of when talking about pen testing.

An 'external' pen test involves an ethical hacker trying to break into an

organization’s network - across the Internet. This means it’s done off-
site (remotely, as a hacker would be); using controlled and agreed
ethical hacking techniques to accurately simulate a targeted attack from
malicious parties on your network.

2. Internal Network Penetration Test:

An internal penetration test, by contrast, simulates either the actions a
hacker might take once access has been gained to a network or those of a
malicious actor, or disgruntled employee with access that he or she is
looking to escalate.

The end target is ultimately the same as an external penetration test

(above), but the starting point assumes a degree of network access
already.

3. Web Application Penetration Test:

The number of web apps and websites is growing rapidly, many

providing easy access to sensitive user or financial data, making them a
highly prized target for cybercriminals.

A web application penetration test, looks for any security issues that
might have arisen as a result of insecure development, design or coding,
to identify potential vulnerabilities in your websites and web
applications, including CRM, extranets and internally developed
programs - which could lead to exposure of personal data, credit card
information etc.

4. Social Engineering:

Social engineering is commonly seen as the modern frontier in IT

security - and certainly your greatest risk.
A social engineering pen test will help you assess and understand the
susceptibility within your organization to human manipulation via email,
phone, media drops, physical access, social media mining etc.

Advantages & Disadvantages of Penetration:

Advantages:
 1. Reveal vulnerabilities:
Penetration testing explores existing weaknesses in your system or
application configurations and network infrastructure. Even actions and
habits of your staff that could lead to data breaches and malicious
infiltration are being researched during penetration tests. A report
informs you on your security vulnerabilities so you know what software
and hardware improvements you have to consider or what
recommendations and policies would improve the overall security.
2. Show real risks:
Penetration testers try to exploit identified vulnerabilities. That means
you see what an attacker could do in the ‘real world’. They might access
sensitive data and execute operating system commands. But they might
also tell you that a vulnerability that is theoretically high risk isn’t that
risky at all because of the difficulty of exploitation. Only a specialist can
perform that type of analysis.
3. Test your cyber-defense capability:
You should be able to detect attacks and respond adequately and on
time. Once you detect an intrusion, you should start investigations,
discover the intruders and block them. Whether they are malicious or
experts testing the effectiveness of your protection strategy. The
feedback from the test will tell you if – but more likely what – actions
can be taken to improve your defense.
4. Ensure business continuity:
To make sure your business operations are up-and-running all the time,
you need network availability, 24/7 communications and access to
resources. Each disruption will have a negative impact on your business.
Penetration tests reveal potential threats and help to ensure that your
operations don’t suffer from unexpected downtime or a loss of
accessibility. In this respect, a penetration test is quite like a business
continuity audit.
5. Have a third party expert opinion:
When an issue is identified by someone within your organization, your
management may not be inclined to react or act. A report from a third-
party expert often has a bigger impact on your management, and it may
lead to allocation of additional funds.
 6. Follow regulations and certifications:
Your industry and legal compliance requirements may dictate a certain
level of penetration testing. Think about the ISO 27001 standards or PCI
regulations, which require all managers and system owners to conduct
regular penetration tests and security reviews, with skilled testers. That
is because penetration testing focuses on real-life consequences.
7. Maintain trust:
A cyber assault or data breach negatively affects the confidence and
loyalty of your customers, suppliers and partners. However, if your
company is known for its strict and systematic security reviews and
penetration tests, you will reassure all your stakeholders.

Disadvantages:

Following steps are the problems in pen testing.

 Session State Management
 Script Parsing
 Logical Flow
 Custom URLs
 Privilege Escalation
 False Negatives/Positives

1.2 OBJECTIVE OF THE STUDY

Primary Research Objective:

To study and interpret the app penetration scheme running by Airtel in

Kolkata zone and to know that how the company increase the app
penetration of the recognized apps.

Secondary Research Objective:

 To determine the various plans of postpaid schemes

 To determine the various offering apps with the regarding plan
 To determine the best penetration technique
  To determine the existing penetration/ users of the apps
 To determine the new penetration of the customer
 To determine the opportunity lost during walk-in scheme

1.3 SCOPE OF THE STUDY

The Scope of the Research study would include the geographic &
Demographic region of Kolkata. The research targets the managers,
retailers and distributors who deal into telecom services and the time
period of the survey is from 1st April to 15th May of 2019

1.4 METHOD OF DATA COLLECTION

PRIMARY METHOD: Data was collected from respondents through

direct interaction and through personal meetings.

SECONDARY METHOD: External study data has also been used

through internet and through newsletters & journals.

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 Prepaid, Postpaid and WLL to great 4G 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 47.89%. In the year 2009,
the industry attracted subscribers of over 562.21 million which was3.5%
greater than its previous year, as per Telecom Regulatory Authority of
India (TRAI) report. The Indian telecom industry registered annual
revenues of over US$8.57 billion in 2009 triggered 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 by2012. 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 Cenvat Credit in case of
relocation of the business, tariffs of not up to 0.5-2% and explanation on
tax reduction of entire spectrum charge.

2.2 BHARTI AIRTEL LTD:

Bharti Airtel Limited is a leading global telecommunications company

with operations in 18 countries across Asia and Africa. Headquartered in
New Delhi, India, the company ranks amongst the top 3 mobile service
providers globally in terms of subscribers. In India, the company's
product offerings include 2G, 3G and 4G wireless services, mobile
commerce, fixed line services, high speed home broadband, DTH,
enterprise services including national & international long distance
services to carriers. In the rest of the geographies, it offers 2G, 3G, 4G
wireless services and mobile commerce. Bharti Airtel had over 403
million customers across its operations at the end of March 2019.

Bharti Airtel Limited also known as Airtel is an Indian

global telecommunications services company based in Delhi, India. It
operates in 18 countries across South Asia and Africa, and also in
the Channel Islands. Airtel provides GSM, 3G, 4G LTE, 4G+ mobile
services, fixed line broadband and voice services depending upon the
country of operation. Airtel had also rolled out its VoLTE technology
across all Indian telecom circles except Jammu and
Kashmir and Andaman and is likely to launch in these circles soon. It is
the third largest mobile network operator in India and the second largest
mobile network operator in the world with over 293.79 million
subscribers. Airtel was named India's second most valuable brand in the
first ever Brandz ranking by Millward Brown and WPP plc.
Airtel is credited with pioneering the business strategy of outsourcing all
of its business operations except marketing, sales and finance and
building the 'minutes factory' model of low cost and high volumes. The
strategy has since been adopted by several operators. Airtel's equipment
is provided and maintained by Ericsson, Huawei, and Nokia Networks
whereas IT support is provided by IBM. The transmission towers are
maintained by subsidiaries and joint venture companies of Bharti
including Bharti Infratel and Indus Towersin India. Ericsson agreed for
the first time to be paid by the minute for installation and maintenance of
their equipment rather than being paid up front, which allowed Airtel to
provide low call rates of ₹1 (1.4¢ US)/minute.

Company Profile:

Date of Establishment: 1995

Revenue: ₹81,071 crore (US$12 billion) (2019)
Market Cap: 364.85 INR
Corporate Address: Aravali Crescent, 1 Nelson Mandela Road,Vasant
Kunj Phase2NewDelhi-110070, Delhi
Chairperson: Sunil Bharti Mittal

Bharti Airtel, incorporated on July7, 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 18 countries India, Sri Lanka, Africa and more countries.
Bharti Airtel has been at the forefront of the telecom revolution and has
transformed the sector.

Business Division:

The enterprise services group includes units for both long-distance

carriers and for corporate clients. Bharti Airtel has nearly 1183.77
million total 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. This year, Bharti starts Airtel Thanks service
which offers the subscriber various app free with various prepaid and
postpaid plans.

Mobile Services:
Bharti Airtel offers GSM mobile services in all the 22 telecom circles of
India along with prepaid and postpaid services.

Home Services:
Bharti Airtel offers fixed-line telephone and broadband services across
93 cities pan-India. Our product offerings include voice connectivity
over fixed-line and high-speed broadband on copper & fiber with speeds
up to 100 mbps for your homes.

Digital TV Services:
We offer both standard and high definition (HD) digital TV services
with 3D capabilities and Dolby surround sound. We currently offer a
total of 635 channels including 80 HD channels, 5 international channels
and 3 interactive services.

Airtel Business:
Bharti Airtel is a leading and most trusted provider of ICT services in
India and offers a diverse portfolio of services to enterprises,
governments, carriers and small and medium business. Along with
voice, data and video, our services also include network integration, data
centers, managed services, enterprise mobility applications and digital
media. We also offer global services in both voice and data including
VAS services like International Toll Free Services and SMS hubbing.
Telemedia:
Under the Telemedia segment, Airtel provides broadband internet access
through DSL, internet leased lines and MPLS (multiprotocol label
switching) solutions, as well as IPTV and fixed line telephone services.
Until 18 September 2004, Bharti provided fixed line telephony and
broadband services under the Touchtel brand. Bharti now provides all
telecom services including fixed line services under the common brand
airtel. As of September 2012, Airtel provides Telemedia services to
3.3 million customers in 87 cities. As on 30 November 2012, Airtel had
1.39 million broadband subscribers.
Airtel Broadband provides broadband and IPTV services. Airtel
provides both capped as well as unlimited download plans. However,
Airtel's unlimited plans are subject to free usage policy (FUP), which
reduces speed after the customer crosses a certain data usage limit. In
most of the plans, Airtel provides only 512kbit/s beyond FUP, which is
lower than the TRAI specified limit of half the subscriber's original
speed. The maximum speed available for home users under the new V-
Fiber program is 100MBit/s and with DSL is 16Mbit/s.
In May 2012, Airtel Broadband and some other Indian ISPs temporarily
blocked file sharing websites such as vimeo.com, megavideo.com,
and thepiratebay.se, without giving any legal information to customers.

2.3 VISION OF BHARTI AIRTEL

The company’s vision is to enrich the lives of the customers. The

obsession is to win customers for life through an exceptional experience.
Hunger to win customer for life.

2.4 HISTORY OF THE COMPANY

In 1984, Sunil Mittal started assembling push-button phones in

India, which he earlier used to import from a Taiwan company, Kingtel,
replacing the old fashioned, bulky rotary phones that were in use in the
country then. Bharti Telecom Limited (BTL) was incorporated and
entered into a technical tie up with Siemens AG of Germany for
manufacture of electronic push button phones. By the early 1990s,
Bharti was making fax machines, cordless phones and other telecom
gear. He named his first push-button phones as 'Mitbrau'.
In 1992, he successfully bid for one of the four mobile phone network
licenses auctioned in India. One of the conditions for the Delhi cellular
license was that the bidder has some experience as a telecom operator.
So, Mittal clinched a deal with the French telecom group Vivendi. He
was one of the first Indian entrepreneurs to identify the mobile telecom
business as a major growth area. His plans were finally approved by the
Government in 1994 and he launched services in Delhi in 1995, when
Bharti Cellular Limited (BCL) was formed to offer cellular services
under the brand name AirTel. Within a few years Bharti became the first
telecom company to cross the 2 million mobile subscriber mark. Bharti
also brought down the STD/ISD cellular rates in India under brand name
'Indiaone'.
In 1999, Bharti Enterprises acquired control of JT Holdings, and
extended cellular operations to Karnataka and Andhra Pradesh. In 2000,
Bharti acquired control of Skycell Communications, in Chennai.
In 2001, the company acquired control of Spice Cell in Calcutta. Bharti
Enterprises went public in 2002, and the company was listed on Bombay
Stock Exchange and National Stock Exchange of India. In 2003, the
cellular phone operations were re-branded under the single Airtel brand.
In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In
2005, Bharti extended its network to Andaman and Nicobar. This
expansion allowed it to offer voice services all across India.
Airtel launched "Hello Tunes", a caller ring back tone service (CRBT),
in July 2004 becoming the first operator in India to do so. The Airtel
theme song, composed by A.R. Rahman, was the most popular tune in
that year.
In May 2008, it emerged that Airtel was exploring the possibility of
buying the MTN Group, a South Africa-based telecommunications
company with coverage in 21 countries in Africa and the Middle
East. The Financial Times reported that Bharti was considering
offering US$45 billion for a 100% stake in MTN, which would be the
largest overseas acquisition ever by an Indian firm. However, both sides
emphasize the tentative nature of the talks, while The
Economist magazine noted, "If anything, Bharti would be marrying up,"
as MTN has more subscribers, higher revenues and broader geographic
coverage. However, the talks fell apart as MTN Group tried to reverse
the negotiations by making Bharti almost a subsidiary of the new
company.
In May 2009, Bharti Airtel again confirmed that it was in talks with
MTN and the companies agreed to discuss the potential transaction
exclusively by 31 July 2009. Talks eventually ended without agreement,
some sources stating that this was due to opposition from the South
African government.
In 2009, Bharti negotiated for its strategic partner Alcatel-Lucent to
manage the network infrastructure for the fixed line business. Later,
Bharti Airtel awarded the three-year contract to Alcatel-Lucent for
setting up an Internet Protocol access network across the country. This
would help consumer’s access internet at faster speed and high quality
internet browsing on mobile handsets.
In 2009, Airtel launched its first international mobile network in Sri
Lanka.
In June 2010, Bhartil acquired the African business of Zain Telecom for
$10.7 billion making it the largest ever acquisition by an Indian telecom
firm.
In 2012, Bharti tied up with Wal-Mart, the US retail giant, to start a
number of retail stores across India.
In 2014, Bharti planned to acquire Loop Mobile for ₹7
billion (US$100 million), but the deal was called off later.
Bharti Airtel Limited ("Airtel"), the world's third largest mobile operator
with operations in 20 countries across Asia and Africa, said that its
Treasury division has been adjudged as a highly commended winner of
the Top Treasury Team (Asia) Awards at the Adam Smith Asia Awards
2015.

3.1 COMPETITOR’S PROFILE

Vodafone Idea Limited:

Vodafone Idea Limited is India's largest telecom operator with it’s

headquarter based in Mumbai, Maharashtra. Vodafone Idea is a pan-
India integrated GSM operator offering 2G, 3G and 4G (LTE) mobile
services under two brands named Vodafone and Idea. Vodafone Idea
also provides services including Mobile payments, IoT, enterprise
offerings and entertainment, accessible via both digital channels as well
as on-ground touch points, centers across the country. As of March
2019, Vodafone Idea has 31% market share in India with 394.8 million
subscribers, making it the largest mobile telecommunications network in
India and Third largest mobile telecommunications network in the
world. Vodafone Idea has a broadband network of 340,000 sites,
distribution reach of 1.7 million retail outlets.
On 31 August 2018, Vodafone India merged with Idea Cellular, and was
renamed as Vodafone Idea Limited. However, the merged entity
continues using both the Idea and Vodafone brand. Currently,
the Vodafone Group holds a 45.1% stake in the combined entity,
the Aditya Birla Group holds 26% and the remaining shares will be held
by the public. Kumar Mangalam Birla heads the merged company as the
Chairman, with Balesh Sharma as the CEO. And the total revenue of the
company is ₹37,823 crore (US$5.5 billion) (2019)

Reliance Jio Infocomm Limited:

Reliance Jio Infocomm Limited, also known as Jio, is an Indian mobile

network operator. Owned by Reliance Industries and headquartered
in Mumbai, Maharashtra, it operates a national LTE network with
coverage across all 22 telecom circles. Jio does not
offer 2G or 3Gservice, and instead uses voice over LTE to provide voice
service on its network.
Jio soft launched on 27 December 2015 (the eve of what would have
been the 83rd birthday of Reliance Industries founder Dhirubhai
Ambani), with a beta for partners and employees, and became publicly
available on 5 September 2016. As of 30 April 2019, it is the second
largest mobile network operator in India and the sixth largest mobile
network operator in the world with over 314.80 million subscribers.
On 5 July 2018, fixed line broadband service named Gigafiber, was
launched by the Reliance Industries Limited's chairman Mukesh
Ambani, during the company's Annual General Meeting.
Bharat Sanchar Nigam Limited (BSNL):

Bharat Sanchar Nigam Limited (abbreviated BSNL) is an Indian state-

owned telecommunications company headquartered in New Delhi. It
was incorporated on 15 September 2000 and assumed the business of
providing telecom services and network management from the erstwhile
Central Government Departments of Telecom Services (DTS) and
Telecom Operations (DTO) as of 1 October 2000 on a going-concern
basis.
It is the largest provider of fixed telephony and broadband services with
more than 60% market share, and is the fourth largest mobile
telephony provider in India. BSNL is India's oldest communication
service provider and its history can be traced back to the British era.
During the British era, the first telegraph line was established between
Calcutta and Diamond Harbour. The British East India Company started
using the telegraph in 1851 and till 1854 telegraph lines were laid across
the country. In 1854, the telegraph service was opened to the public and
the first telegram was sent from Mumbai to Pune. In 1885, the Indian
Telegraph Act was passed by the British Imperial Legislative Counsel.
After the bifurcation of post and Telegraph department in 1980s, the
creation of Department of Telecom by 1990s eventually led to the
emergence of the State owned telegraph and telephone
company BSNL. BSNL then continued the telegraph services in India
until it shut down telegraph services completely on July 15, 2013. And
the total revenue of the organization is ₹19,308 crore(US$2.8 billion)
(2019)

3.2 MARKETING STRATEGY BY AIRTEL

The company consistently fine-tuning our strategies and strengthening

our innovative core to anticipate and lead change in the global digital
landscape.

Win the primary SIM slot and wrest back share.

Win every market and channel through brilliant micro marketing and a
re-energized GTM. Drive upgrades through device partnerships and
offers.

Lock-in customers through postpaid, loyalty program and more

products.
Fix network quality through discipline, ownership, right measurement
and digitization.

Future proof the network across access, transport and core layers by
investing smartly.

Rapidly grow homes through broadband and DTH expansion.

Accelerate SME through GTM re-invention and going deeper in large

accounts.

Leverage Customer 360, training and touch points to drive the right
recommendation at the right time.

Build the largest Music and TV service of India.

Launch homes, office and payments platforms to drive new revenues.

Build the largest payments bank through dramatic increase in users and
financial services use cases.

Drive new revenue streams in the areas of IoT, Cyber security and DCs.

Drive down cost through end to end process re-engineering and

digitization.

Drive passion and teamwork while building an Airtel of the Future.

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.
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 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:

 Airtel has prepaid and postpaid, and there is various plans

available with the two. Such as, they are giving the freedom to use
some costly apps e.g. Netflix, Amazon Prime, Wynk Music,
Hoichoi, Airtel TV App, My Airtel App. That is one of the greatest
strategies by Airtel.
 Airtel comes to banking service with the name as Airel Payment
Bank. Through this they are giving various offers, UPI service, and
cash back through recharges. By this they got more attraction from
customers.
 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'. As well they are giving
prepaid and postpaid services and various data plans available with the
offers.

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.

3.3 PROMOTIONAL STRATEGIES:

Promotion is true that products are manufactured to satisfy the

needs of the consumers. But alo n e is not enou gh . Tod ay the
respo nsibility of the man uf actu rers does no t cease
with physical production whatever may be the nature of the product.
The present day marketers are consumer oriented where it is the
duty of the manufacturers to know from where, when, h o w
and wh at p rice the p ro du cts wou ld b e av ailable. Successful
mark eting consists in offering the right product of the right price of
the right place (and time) with right promotion. In course of time,
various activities came into vogue designed particularly to help
easys a l e o f g o o d s . T h e s e a c t i v i t i e s c o m m o n l y k n o w n a
s p r o m o t i o n a l M i x T h e m a r k e t i n g communication Mix also
called as the “Promotion Mix” consists of four major tools.

1. Advertising.
2. Sales Promotion
3. Publicity
4. Personal Selling

Recently Airtel has introduced a slogan, “Airtel

Thanks” and also featured an app regarding this
venture also giving various offers through the
app, this is a kind of promotional offer.
3.4 TARGET MARKET SEGMENT:

Airtel has targeted the premium, upper middle class and now a day also
the lower class. The rationale behind it is that only those segments
should be targeted for postpaid who value time and have the paying
capacity. It is also planning to target the business tourists during their
stay in the capital about 60% 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 a field.

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 be and 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 as well
lower class family too. 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 voice call and
sms services with various data packages and other concessions to make
the prices and thus the product more attractive. Only price doesn't serve
as an effective differentiator, value added services become the effective
differentiator.

4.1 DATA ANALYSIS