SALES PROMOTION

Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).

SALES PROMOTION TECHNIQUES OF COMPANY

n course of time, various activities came into vogue designed particularly to help easy sale of goods. !hese activities commonly known as promotional "i#. !he marketing communication "i# also called as the $%romotion "i#& consists of four ma'or tools.

(ood Advertising. )ffective ncentive %olicy. (ood services. *ide + ,eep ,istribution System. ,ecorating -etailers shop by display board, dealer.s board etc. %osters. /anners.

MARKETING COMMUNICATION PROCESS

(enerally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. !hus, there are three elements in this process.

IMPORTANCE OF ADVERTISING
!he purpose of advertising is motivating but to sell something a product, a service or an A -!)1. !he real ob'ective of advertising is effective communication between producers and consumers. n other words the ultimate purpose all advertising is $ ncreased awareness& list of the following specific ob'ectives of advertising. !o make on immediate A -!)1 !o build primary demand !o introduce a price deal !o inform about a products availability !o increase market share !o help salesman by building on awareness of a product among retailers !o increase the frequency use of a product. !o build overall company image !o build brand recognition

NEED OF THE STUDY

!o study the sales promotion schemes running by airtel in karimnagar 3one. And to know that how the consumer can be retain for ma#imum time on same network. And to determine the best sales promotion scheme and the consequences of current schemes

OBJECTIVES OF THE STUDY

!o know the customer opinion about tariff rates of Airtel. !o know the brand loyalty of Airtel. !o know the influencing factors of Airtel. !o know the market share of the Airtel. !o know the sources of awareness for the customers. !o know the customer satisfaction on network of Airtel. !o know the satisfaction on Services %rovided by Airtel. !o know the satisfaction of customers on -echarge and !op up cards when compare to other competitors.

SCOPE OF THE STUDY

!he Scope of the -esearch study would include the geographic + ,emographic region of karimnagar. !he research targets the retailers and distributors who deal into telecom services and the time period of the survey is 56 days.

RESEARCH METHODOLOGY
7ne of the important tools for conducting marketing researching is the availability of necessary and useful data. ,ata collection is more of an than science the methods of marketing research are in a way the methods of data collection. !he sources of information fall under two categories. Internal s !r"es )very company has to keep certain records such as accounts, records, reports, etc., these records provide sample information which can organi3ations usually keeps collecting in its working. E#ternal s !r"es *hen internal records are insufficient and required information is not available, the organi3ations will have to depend on e#ternal sources. !he e#ternal sources of data are Pr$%ar& 'ata %rimary data are data gathered for a specific purpose or for a specific research report. 8or systematically collecting the data the closed end questionnaire is used. !he questionnaire consists of questions relating to various aspects of the study for proper data collection the questionnaire is divided into 2 sections. /oth the sections are meant for the respondent only. Se" n'ar& 'ata Secondary data are data that are collected for another purpose and already e#ist somewhere. ,ata pertaining to company is collected from company web site company catalogues and maga3ines. !he company profile gives a detailed report of history various products manufacture by its etc.

LIMITATIONS OF THE STUDY

0. !ime is the main limitation for the study, as pro'ect was restricted only for 56 days. 2. !he methods used in this pro'ect are random sampling methods and results obtained may not be accurately fully accurate and believable. 4. !he research has been centered to only !wo hundred :ustomers of Airtel, rather than innumerable :ustomers dealing with different products of different brands across the globe. 5. !he analysis is purely based on closed ended questions and due their deliberate manipulation, important information may be lost and even barriers of communication would cause a limitation. 6. 9. !he whole pro'ect research was confined to only customers of Airtel !he research was done with the help of employees of the organi3ation for some of the dealers and their barriers of communication or way to represent the topic would differ and actual information would be lost. ;. !he dealers responded during the survey were possessing primary education and their views would not be able to provide the required information.

INDUSTRY PROFILE
CELLULAR PHONE A type of wireless communication that is most familiar to mobile phones users. t<s called <cellular< because the system uses many base stations to divide a service area into multiple <cells<. :ellular calls are transferred from base station to base station as a user travels from cell to cell. !he basic concept of cellular phones began in 0=5;, when researchers looked at crude mobile (car) phones and reali3ed that by using small cells (range of service area) with frequency reuse they could increase the traffic capacity of mobile phones substantially. >owever at that time, the technology to do so was none#istent. A cell phone is a type of two-way radio. n 0=5;, A!+! proposed that the 8:: (8ederal :ommunication :ommission) allocate a large number of radiospectrum frequencies so that widespread mobile telephone service would become feasible and A!+! would have a incentive to research the new technology. /ut there was a gap between the initial concept of cellular service and its availability to the public. !he 8:: decided to limit the amount of frequencies available in 0=5;, the limits made only twenty-three phone conversations possible simultaneously in the same service area - not a market incentive for research. INDIVIDUAL INVENTORS ( MOBILE PHONE PATENTS -adio !elephone System In)ent rs "artin :ooper, -ichard *. ,ronsuth? Albert @. "ikulski, :harles A. 1ynk @r., @ames @. "ikulski, @ohn 8. "itchell, -oy A. -ichardson, @ohn >. Sangster ,r "artin :ooper, a former general manager for the systems division at "otorola, is considered the inventor of the first modern portable handset. :ooper made the first call on a portable cell phone in April 0=;4. >e made the call to his rival, @oel )ngel, /ell 1abs head of research. /ell 1aboratories introduced the idea of cellular communications in 0=5; with the police car technology. >owever, "otorola

was the first to incorporate the technology into portable device that was designed for outside of a automobile use. :ooper and his co-inventors are listed above. /y 0=;;, A!+! and /ell 1abs had constructed a prototype cellular system. A year later, public trials of the new system were started in :hicago with over 2CCC trial customers. n 0=;=, in a separate venture, the first commercial cellular telephone system began operation in !okyo. n 0=B0, "otorola and American -adio telephone started a second D.S. cellular radiotelephone system test in the *ashingtonE/altimore area. /y 0=B2, the slow-moving 8:: finally authori3ed commercial cellular service for the DSA. A year later, the first American commercial analog cellular service or A"%S (Advanced "obile %hone Service) was made available in :hicago by Ameritech. ,espite the incredible demand, it took cellular phone service 4; years to become commercially available in the Dnited States. :onsumer demand quickly outstripped the 0=B2 system standards. /y 0=B;, cellular telephone subscribers e#ceeded one million and the airways were crowded. !hree ways of improving services e#isted

7ne - increase frequencies allocation !wo - split e#isting cells !hree - improve the technology !he 8:: did not want to handout any more bandwidth, and buildingEsplitting

cells would have been e#pensive and would have added bulk to the network. !o stimulate the growth of new technology, the 8:: declared in 0=B; that cellular licensees could employ alternative cellular technologies in the BCC ">3 band. !he cellular industry began to research new transmission technology as an alternative. *IRELESS PCS TECHNOLOGY PCS +Pers nal C %%!n$"at$ n Ser)$"es, Dsed to describe a newer class of wireless communications services recently authori3ed by the 8::. %:S systems use a different radio frequency, the 0.= (>3 band, than cellular phones and generally use all-digital technology for transmission and reception. =

After the 8ederal :ommunications :ommission (8::) declared in 0=B; that cellular licensees could employ alternative cellular technologies in the BCC ">3 band, the cellular industry began to research new transmission technology as an alternative to A"%S (Advanced "obile %hone Service) that had been the industry standard since 0=;B. n 0=BB, the (:! A) was established to work with the cellular service operators and researchers to identify new technology requirements and set goals. !hey wanted the new products and services introduced by 0==0, a 0CCCF percent increase in system capacity with both A"%S (analog) and digital capability during transmission, and new data features such as fa# and messaging services. !he (! A) created a standard specification based on the requirements the :! A had recommended. !he !,"A nterim Standard 65 or !,"A S-65 was released in early 0==0. !he technology was tested that same year in ,allas and Sweden. n 0==5, the 8:: announced it was allocating spectrum specifically for %:S technologies at the 0=CC ">3 band. !hree ma'or standards have been released since 0==0. All of these new digital wireless standards are currently being used in %:S. *IRELESS STANDARDS Anal - Ser)$"e A method of modulating radio signals so that they can carry information such as voice or data. Analog cellular phones work like a 8" radio. !he receiver and transmitter are tuned to the same frequency, and the voice transmitted is varied within a small band to create a pattern that the receiver reconstructs, amplifies and sends to a speaker. !he drawback of analog is the limitation on the number of channels that can be used. D$-$tal Ser)$"e A method of encoding information using a binary code of Cs and 0s. "ost newer wireless phones and networks use digital technology. n digital, the analog voice signal is converted into binary code and transmitted as a series of on and off transmissions. 7ne of ,igital.s drawbacks is that there are three digital wireless technologies, :,"A, !,"A and (S". %hones that work with one technology may not work on another.

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!ime ,ivision "ultiple Access (!,"A) is an update to !,"A S-65, also called ,igital A"%S or ,-A"%S. -eleased in 0==5, !,"A S-049 uses the frequency bands available to the wireless network and divides them into time slots with each phone user having access to one time slot at regular intervals. !,"A S049 e#ists in Aorth America at both the BCC ">3 and 0=CC ">3 bands. "a'or DS carriers using !,"A are A!+! *ireless Services, /ell South and Southwestern /ell. CDMA IS./0 (:ode ,ivision "ultiple Access) is based on a form of spread spectrum technology that separates voice signals by assigning them digital codes within the same broad spectrum. :,"A type technology dates back to the 0=5Cs, when spread spectrum technology was used in military communications systems because it was resistant to interference from enemy signals. !he corporation began developing a :,"A wireless system in the late 0=BCs that was accepted as a standard in 0==4 and went into operation by 0==9. :,"A also e#ists at both the BCC ">3 and 0=CC ">3 bands. !he ma'or DS carriers using :,"A are Air !ouch, /ell AtlanticEAyne#, (!), %rimeco and Sprint %:S. GSM ((lobal System for "obile :ommunications) is based on a improved version of !,"A technology. n 0=B2, the :onference of )uropean %osts and !elecommunications (:)%!) began the process of creating a digital cellular standard that would allow users to roam from country to country in )urope. /y 0=B;, the (S" standard was created based on a hybrid of 8,"A (analog) and !,"A (digital) technologies. (S" engineers decided to use wider 2CC k>3 channels instead of the 4C k>3 channels that !,"A used, and instead of having only 4 slots like !,"A, (S" channels had B slots. !his allowed for fast bit rates and more natural-sounding voicecompression algorithms. (S" is currently the only one of the three technologies that provide data services such as email, fa#, internet browsing, and intranetE1AA wireless access, and it<s also the only service that permits users to place a call from either Aorth America or )urope. !he (S" standard was accepted in the Dnited States in 0==6. (S"-0=CC cellular systems have been operating in the DS since 0==9, with the first network being in the *ashington, ,.:. area.

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CELLULAR BACKGROUND 1/21 ,etroit "ichigan %olice ,ept. made the earliest significant use of "obile radio in a vehicle in the Dnited States. !he system operated at a frequency close to 2 ">3. !he channels soon became overcrowded. 1/34 Aew frequencies between 4C and 5C ">3 were made available. ncreasing the available channels encouraged a substantial buildup of police systems. Shortly thereafter other users found a need for this form of communication. %rivate individuals, companies, and public agencies purchased and operated their own mobile units. 1/30 8irst public mobile telephone system in the D.S. was inaugurated in St. 1ouis, "issouri with three channels at 06C ">3. Si# channels spaced 9C k>3 apart were allocated for this service by the 8::, but the mobile equipment was not sophisticated enough to prevent interference. 1/35 A %ublic mobile system using frequencies in the 46 to 55 ">3 band began 7perations along the highway between Aew Gork and /oston. !hese frequencies *ere thought to carry greater distances however a problem with skip-distance %ropagation carried interfering conversations for long distances. !hese early "obile telephone systems used push-to-talk operation. 1/3/ 8:: authori3ed separate radio channels to common carrier entities known as H-adio :ommon :arriersH (-7:). !hese companies do not provide public telephone service, but interconnect to the public telephone network to provide mobile telephone services equivalent to the wire line common carriers.

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1/00 Aumber of wire line channels available at 06C ">3 was e#panded from 6 to 00 by the creation of new channels between the old ones (channel spacing of 4C k>3). 1/06 02 wire line channels were added near 56C ">3. All systems operated in a manual mode, with each call to or from a mobile unit being handled by a special mobile telephone operator. 1/63 A new system (06C ">3) was developed providing automatic channel selection for each call, eliminated the need to push-to-talk operation, and allowed customers to do their own dialing. 1/6/ Automatic capability was e#tended to the 56C ">3 band and the so-called H mproved "obile !elephone SystemH ( "!S) became the standard for mobile telephone service in the D.S.

Cell!lar Tele78 n&

!he technology that gives a person the power to communicate anytime, anywhere - has spawned an entire industry in mobile telecommunication. "obile telephones have become an integral part of the growth, success and efficiency of any business E economy. !he most prevalent wireless standard in the world today, is (S". !he (S" Association ((lobal System for "obile :ommunications) was instituted in 0=B; to promote and e#pedite the adoption, development and deployment and evolution of the (S" standard for digital wireless communications. !he (S" Association was formed as a result of a )uropean :ommunity agreement on the need to adopt common standards suitable for cross border )uropean mobile communications. Starting off primarily as a )uropean standard, the (roup Special "obile as it was then called, soon came to represent the (lobal System for "obile :ommunications as it achieved the status of a world-wide standard. (S" is 04

today, the world<s leading digital standard accounting for 9B.6F of the global digital wireless market. !he ndian (overnment when considering the introduction of cellular services into the country, made a landmark decision to introduce the (S" standard, leapfrogging obsolescent technologies E standards. Although cellular licenses were made technology neutral in September 0===, all the private operators are presently offering only (S" based mobile services. !he new licensees for the 5th cellular licenses that were awarded in @uly 2CC0 too, have opted for (S" technology to offer their mobile services.

Cell!lar In'!str& $n In'$a

!he (overnment of ndia recogni3es that the provision of a world-class telecommunications infrastructure and information is the key to rapid economic and social development of the country. t is critical not only for the development of the nformation !echnology industry, but also has widespread ramifications on the entire economy of the country. t is also anticipated that going forward, a ma'or part of the (,% of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry.

Ne9 Tele" % P l$"& 1///

!elecommunications is now universally recogni3ed as one of the prime movers of the modern economy? hence it<s vital importance for a developing country like ndia. !he availability of adequate infrastructure facilities is critical for acceleration of the economic development of any country. n fact international studies have established that for every 0F increase in tele-density, there is a 4F increase in the growth of (,%. Accordingly, the (overnment of ndia has accorded the highest priority to investment and development of the telecommunications sector. 05

!elecom requires very heavy investment and it was not possible for the ndian (overnment to organi3e public funding of this sector on such a massive scale. n fact the national telecom %olicy 0==5, estimated a resource gap of -s. 24,CCC crores to meet the telecom targets of the eighth five-year plan of the (overnment of ndia (0==2-=;). t was for this reason to bridge the resource gap between government funding and the total pro'ected funds requirement and to provide the additional resources to achieve the nation<s telecom targets that the telecommunications sector was liberali3ed in 0==2 and the (overnment invited private sector participation in telecommunications. :ellular mobile services were one of the first areas to be opened up to private competition. !he whole country was divided into the 5 metropolitan cities of and 0= telecom circles, which were roughly analogous with the States of ndia. :ellular 1icenses were awarded to the private sector - first in the metropolitan cities of ,elhi, "umbai, Iolkata and :hennai in 0==5 and then in the 0=-telecom circles in 0==6. !he first metro cellular network started operating in August 0==6 in :alcutta. *hen cellular mobile services were first introduced in 0==5 it was as a duopoly (that is a ma#imum of two cellular mobile operators could be licensed in each telecom circle), under a fi#ed license fee regime and for a license period of 0C years. !he initial response of the private sector was very encouraging. !he attractiveness of the ndian market - the low tele density, the high latent demand and a burgeoning middle class - brought in some of the largest global telecom players, foreign institutional investors and the ma'or ndian industrial houses to invest in telecom, especially the ndian cellular industry. !elecom proved to be a powerful attractor of foreign investment. !he cumulative 8, inflow into telecom since 0==4 has e#ceeded -s. 54,CCC "illion. *ithin telecom, the cellular industry has attracted most of the foreign investment since 0==4, accounting for almost 6CF of the 8, inflow into telecom - representing amongst the biggest investments in any one sector in ndia. 06

Annual foreign investment in telecom increased steadily from an insignificant -s. 2C.9 "illion in 0==4 to -s. 0;,;69.5 "illion in 0==B. >owever, the attractiveness of the ndian market did not last for very long, as by 0==;-=B, the private cellular operators were confronted with a series of problems that threatened their very viability and survival. As a result of this, 8, inflow into telecom dropped sharply, declining by almost =CF to -s. 2029.; "illion in 0===. !his dropped further in Gear 2CCC - as until @une 2CCC, only -s. =0B "illion had flown into the country. 7ne of the key factors responsible for the critical state of the telecom sector + consequently also the cellular industry was that liberali3ation E deregulation was undertaken in an inverted manner vis-J-vis international practices and generally accepted norms. Dsually, deregulation is preceded by tariff rebalancing, institution of a strong and independent regulator and only then is private sector participation invited. n ndia, private sector participation was invited in 0==2, the -egulatory Authority was set up in 0==; and the tariff rebalancing e#ercise commenced in 0=== and is still far from complete. 8urther, even when the regulatory authority was set up, there was considerable ambiguity on its powers, which resulted in virtually each and every order of the Authority being challenged by the 1icensor E incumbent. !he ambiguities in the 'urisdiction of !-A resulted in a limbo in the industry. Another important factor was the basic approach of the (overnment towards liberali3ation. :onsumer benefit was given the go-by and the telecom sector was viewed as a revenue generator E cash cow for the (overnment e#chequer. A!% =5 was basically a good policy. t clearly identified that the primary ob'ective of the policy was to make available affordable telecom services. >owever, in actual policy implementation, this key E fundamental ob'ective was disregarded. 1icenses were granted through an auction process and the enthusiastic private sector deluded by the seemingly huge potential of the ndian market were lured into bidding e#orbitant sums of money for cellular licenses.

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!he huge license fees paid by the private operators resulted in a high cost structure leading to un-affordable tariffs and lower growth of the market. /y end0==B, the cellular industry was on the verge of bankruptcy and at that time it appeared that the liberali3ation dream was over + the nightmare had begun t was under the above circumstances that the (overnment undertook a review of telecom policy + the role of the regulatory authority. !he result was A!% ==, which was announced in "arch 0=== + the amendment of the !-A Act in @anuary 2CCC. A!% == is an e#tremely forward-looking policy. t significantly changed the dynamics of the ndian telecom industry as it not only replaced the high cost fi#ed licensing regime with a lower cost licensing structure through revenue sharing, but also provides for greater degree of competition and more fle#ibility in choice of technologies. !he amendments in the !-A Act resulted in a considerable strengthening of the -egulator + greater clarity on its role and powers. t also put in place a separate dispute settlement mechanism in the form of the !elecom ,ispute Settlement and Appellate !ribunal to e#peditiously deal with and resolve issues relating to the telecom sector. )#isting private cellular operators migrated to the new telecom policy regime with effect from August 0===. !here can be no doubt that migration to a more beneficial regime translated into tangible consumer benefits - lower tariffs, greater subscriber uptake + increased coverage. :ellular tariffs have dropped by over =CF since "ay 0=== - a feat unparalleled by any other sector or industry in ndia. !he average airtime tariff in Gear 2CC0 was prevailing around -s. 2 per minute as against the peak ceiling tariff of -s. 09.BC per minute when A!% == was announced. %arallely, there has also been a significant drop in the cost of mobile handsets. :ellular handsets that were available for around -s. 26-4C,CCC in the initial days of cellular have now dropped significantly, with a base level handsets being available for 0;

as little as -s. 2,CCC upwards. !his has come about as a result of increased volumes and some degree of rationali3ation of government levies. As a result of improved affordability, there an increased take-up of the service and the cellular operators were able to venture into more and more cities + towns of the country. n fact cellular services are now available in almost 05CC cities + towns of ndia. *ith the lower tariffs and increased coverage, there was also a resultant increase in the number of cellular subscribers. !he point of infle#ion for subscriber take-off is clearly post A!%-==. 8rom 0.2 million subscriber in April 0===, to almost 2 million by April 2CCC, the number of cellular subscriber have now grown to almost 9.6 million by the end of "arch 2CC2. /y "arch 2CC0, the industry had invested nearly -s. 09,CCC crores in cellular infrastructure and it is estimated that these investments will grow to -s. 2C,CCC crores in the ne#t 5-6 years. !he year 2CC0 also saw the entry of /SA1 and "!A1 as the third cellular operators as had been mandated in A!% ==. 8urther, in @uly 2CC0, cellular licenses were awarded to the 5th cellular operators in different telecom circles. *ith this the number of cellular operators has gone up to B= licenses. As of "arch 2CC2, the ndian cellular mobile industry had 52 networks on air, serving over 05CC towns and cities and covering thousands of villages and serving almost 9.6 million subscribers across the country. !he quality of the service is widely accepted to be of international standards and till date there has been no waiting period involved in availing of this service. !he cellular industry has been growing at an average rate of B6F per annum and it is hoped that the industry will be able to sustain this growth in the coming years. !he *orking (roup on the !elecom Sector set up by the (overnment of ndia for the tenth five-year plan, has estimated that over the ne#t five years, around 40.66 million cellular subscribers would be added all over ndia. !o achieve this growth, the

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*orking (roup has also estimated that resources to the tune of about -s. 26,25C crores will be required over the ne#t five years. >owever, to attract foreign investments into ndia, it is imperative to ensure the predictability and stability of the policy and regulatory regime of the :ountry. %olicy flip-flops + regulatory ambiguity have plagued the ndian telecom sector since the introduction of privati3ation. !his has had the unhappy result of putting the entire sector into a state of limbo as investors - both foreign + domestic await clarity on the final direction that the policy will take. n the meantime, foreign investors, who have not committed themselves to the ndian market, will divert their interest + investments to competing and more attractive 8, destinations. 8urther, for the industry to attract the requisite investments and to reach the growth targets set for the tenth five-year plan, it is imperative that a few crucial industry issues that have been plaguing the industry, be resolved on an urgent footing. !his includes most importantly

!he early resolution of the dispute relating to the recent permission (ranted to fi#ed operators to offer *11 based mobile services without a mobile license and under the more advantageous terms of their fi#ed service license and

!he institution of a formal interconnection agreement between the cellular operators and the fi#ed service providers especially the incumbent fi#ed service operators - /SA1 and "!A1.

0=

CONTRIBUTIONS OF THE CELLULAR INDUSTRY TO THE INDIAN ECONOMY 1: * rl' Class In;rastr!"t!re !he ndian cellular industry has been instrumental in bringing to the ndian consumer, a world-class telecom infrastructure. !he ndian :ellular ndustry is !he flag-bearer of the ndian liberali3ation process. !he largest recipient of 8oreign ,irect nvestment (around -s. 22CC :rores)-A responsible performing sector that has met all its obligations to the (7 . !he ndustry would have invested over -s. 26,CCC crores to Set up 9= Aetworks Serve over one crore subscribers as of ,ecember 2CC2 7ffer Services in over 06;6 cities + towns and :over over 05,CCC villages 2: Re7!te' In'$an B!s$ness H !ses ( Internat$ nal Tele" % Ma< rs

!he privati3ation of ndian cellular brought into the arena some of the most reputed business houses of the country as also biggest names in the international telecommunications industry. !hese included Re7!te' In'$an B!s$ness H !ses - /irla, /%1, )scorts, )ssar, -eliance, -%(, !ata, and !hapar. Internat$ nal Tele" % Ma< rs - Singtel, Asia !ech, A!+!, /ell South, Ayne#, "illicom, 8irst %acific, >utchison *hampoa, !elecom talia, Aew Gork 1ife, !elecom nvestments, !elesystem nternational *ireless, :ellaAet and others.

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Inst$t!t$ nal In)est rs . A (, :ommonwealth ,evelopment :orporation (:,:), )"%, Asian nfrastructure 8und and others. =: In"rease' C nne"t$)$t& !here are presently 52 networks operating in the country covering over 046C cities and towns and directly servicing over 9.; million subscriber.s nation-wide. mportantly, the connectivity benefits also e#tend to over 44.6 "n %S!A subscribers of /SA1 + "!A1 who can now reach the cellular subscribers H anytime and anywhereH. n addition the cellular radio waves cover over 2B,CCC villages, where connectivity can be provided at a very short notice at a nominal incremental cost. 3: E%7l &%ent Generat$ n As the 4rd and 5th :ellular 1icensees would start their operations and with ;; networks (52 presently and 46 new networks) on air, the employment generated by the industry would be promising. n addition to the direct employment generated by these networks, there is also the multiplier effect of indirect employment generated down the supply chain comprising vendors, infrastructure suppliers, contractors, dealers, etc. t is estimated that the total employment generated by the cellular industry would be in the tune of a few lakhs once the new networks are rolled in. 0: In"rease' FDI Fl 9s !he !elecom sector is the largest attractor of 8oreign ,irect nvestment in the country, accounting for almost a fifth of 8, approvals since 0==0. 6: Hea)& In)est%ent $n In;rastr!"t!re !he cellular industry is responsible for the single largest chunk of investment by any individual industry. !he industry has already invested over -s. 2C,CCC crores and is e#pected to invest even more in the years to come. 5: Re)en!e Generat$ n ; r t8e G )ern%ent ; In'$a

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!he cumulative revenues that have flowed to the (overnment are already about -s. 0C,CCC crores from license fee and service-ta# alone.

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VARIOUS SERVICE PROVIDERS IN INDIA AIRCEL LIMITED

A$r"el L$%$te' is the :ellular 7perator in !amil Aadu :ellular :ircle (!amil Aadu e#cept :hennai and including %ondicherry). Pr % ters Aircel 1imited is a part of the Sterling nfo!ech (roup founded by "r. :. Sivasankaran. !he Sterling (roup has been in operation for over 2 decades and is promoting the cause of stable business opportunities catering to a need-based society thus contributing significantly to the quality of life for people across the country. !racing its roots back to the early BCs, the Sterling (roup revolutioni3ed the then infantile %: "arket with the launch of a series of Siva %:s. !he Sterling (roup :ompanies include ,ishnet ,S1 1imited, one of the leading nternet Service %rovider in the country and the only S% provider offering ,igital subscriber line in the country. Sterling Agro %roducts %rocessing %vt. 1imited, a leading e#ports of gherkins and 8resh + >onest :afe 1imited, engaged in e#port of coffee beans and distribution of coffee vending machines. Te"8n l -& 7artners !he !echnology partners of Aircel are )ricsson who provide the "obile Switching :enters and /ase Stations + 8u'itsu who provide the "* /ackbone. Aircel has a network of more than 0CC e#clusive agents across !amil Aadu. La!n"8 ; ser)$"es Aircel launched its operations in April 0===. A$r"el D$-$l$n> In'$a L$%$te'

24

A$r"el D$-$l$n> In'$a L$%$te', provides cellular services in the circles of >aryana, -a'asthan and D% ()ast) under the brand name H)ssarH. Pr % ters !he )ssar (roup is one of ndia<s leading business conglomerates, with an asset base of over DSK 5 billion (-s. 0;C billion). !he (roup is committed to the development of core sector and infrastructure businesses in ndia and abroad. )ssar (roup is actively involved in five principal businesses vi3., Steel, Shipping, 7il + (as, %ower and !elecommunications. )ach of )ssar<s businesses has been carefully synergies with the others to form one single integrated whole. Te"8n l -& Partners !he company uses world-renowned technology from Siemens in building and operating its Aorth ndian Aetwork. A, 1 offers a basket of (S" %hase and %hase features. t offers voice, fa#, data and other facilities. La!n"8 ; Ser)$"es A$r"el D$-$l$n> In'$a L$%$te' +ADIL,? was incorporated in "arch 0==6 and was subsequently inducted into the )ssar group in 0==9. UP +East, A, 1 launched its D% ()ast) services in "ay 0==;. Har&ana A, 1<s services in >aryana commenced in @une 0==;. Ra<ast8an A, 1<s services in -a'asthan were started in ,ecember 0==9. Pre.7a$' Ser)$"es !he :ompany launched its pre-paid services under the brand name @Tr$n-@

25

BHARTI CELLULAR LIMITED

B8art$ Cell!lar L$%$te' is the cellular licensee for the ,elhi ("etro), "umbai ("etro), D%(*), >aryana, "aharashtra, !amil Aadu, Ierala, "% !he company offers services under the brand name HA$rTel@: Te"8n l -& Partners Air!el has been immeasurably strengthened by its partnership with /ritish !elecom D.I. and !elecom talia of taly. Air!el services are in technical alliance with )ricsson, has provided Air!el subscribers with a truly world class network. B8art$ M A$le L$%$te' B8art$ M A$le L$%$te' offers services in Andhra %radesh, Iarnataka and %un'ab under the brand name @A$rtel@ Pr % ters B8art$ M A$le L$%$te', a 'oint venture of /harti )nterprises and !elia. Te"8n l -& Partners Airtel comes to you from /harti "obile 1td. A consortium of giants in the telecommunication business - /ritish !elecom DI, !ecc44CC taly, and /harti )nterprises ndia. !he /harti )nterprises, established in 0=;9, is today a multifaceted organisation and a leading group involved in the manufacturing and the services sector. ts key focus is on the marketing and operations of a comprehensive range of telecom services in addition to the >ealthcare sector. La!n"8 ; Ser)$"es Iarnataka Airtel launched it<s services in Iarnataka on "ay 04,2CCC. !he services in %un'ab started in 8ebruary 2CC2.

26

Airtel is brought by /harti )nterprises, ndia<s leading telecom conglomerate, through its company, /harti "obile 1imited. /harti )nterprises has revolutioni3ed ndian telecommunications with its world-class products and services. Pre.7a$' Car' !he pre-paid card @Ma-$"@ is a nation wide brand. B8art$ M A$net L$%$te' Service Area :hennai ("etro) /rand Aame Air !el B8art$ M A$tel L$%$te' Service Area Iolkata ("etro) /rand Aame Air !el B8art$ M A$tel is the cellular licensee for the Iolkata "etro. /harti )nterprises has been at the forefront of technology and has revolutioni3ed telecommunications with its world-class products and services. )stablished in 0=;9, /harti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. /harti has many 'oint ventures with world leaders like Singtel (Singapore !elecom)? *arburg %incus, DSA? !elia, Sweden? Asian infrastructure find, "auritius? nternational 8inance

:orporation, DSA and Aew Gork 1ife nternational, DSA. Pre.7a$' Ser)$"es !he :ompany operates its pre-paid service under the brand name @Ma-$"@: B8art$ Telenet L$%$te' Service Area >imachal %radesh /rand Aame Air !el

29

BPL Cell!lar L$%$te'

BPL Cell!lar L$%$te' +BCL, is the licensee to provide cellular mobile services in the States of "aharashtra (e#cluding "umbai but including (oa), !amil Aadu (e#cluding :hennai but including %ondicherry) and Ierala. !he company offers services under the brand name /%1 "obile. Pr % ters /%1 :ellular 1td. is a 'oint venture between, BPL? In'$aBs N :1 C ns!%er '!raAle -$ant and AT(T Br a'Aan'. Te"8n l -& Partners A reliable and world-class quality network supported by world<s leading technology vendors like A7I A, "7!7-71A and 1>S. -eliability ensured through 4;CC km. 7f ,igital "icrowave backbone across the 6 states using the latest S,> technology and sound clarity with )8- technology. !he company has in-house technical e#pertise in -8 planning and initially used the tool %lanet, licensed from "obile Systems nternational ("S ), to plan the I- engineering and network design for each of the circles. La!n"8 ; Ser)$"es !he company commenced services in @anuary 0==; in %une, "aharashtra. Since its first year of operations, the company has been offering a wide range of products and services. Pre7a$' Ser)$"es !he company<s prepaid service is marketed under the brand name @BPL M A$le On T8e S7 t@ (commonly referred to as <"7!S<). BPL M A$le C %%!n$"at$ ns BPL M A$le is the cellular service provider for the metropolitan city of "umbai, Aew "umbai + Ialyan !elecom :ircles and offers services under the brand of /%1 "obile. 2;

Pr % ters /%1 "obile is a 'oint venture between the /%1 (roup and 8rance !elecom. !he /%1 (roup is widely regarded as a successful, dynamic business house with more than two decades of successful consumer marketing e#pertise. t occupies the top slot in terms of market share in all its areas of operation. !he (roup has five focus areas telecom, consumer electronics, home appliances, components and power. n telecom, the /%1 !elecom /usiness (roup (!/() has over three decades of e#pertise in manufacturing, designing and marketing telecom and ! products and solutions. In;rastr!"t!re Ven' rs Siemens, "otorola and Aokia F re$-n Partners 8rance !elecom La!n"8 ; Ser)$"es !he :ompany commercially launched its services on 7ctober 2, 0==6. Pre.7a$' Ser)$"es /%1 "obile<s prepaid services are marketed under the brand name HMOTSH - "obile on the Spot.

2B

IDEA Cell!lar L$%$te'

IDEA Cell!lar L$%$te'? formally known as /irla !ata A!+! :ommunication 1imited is the cellular operator in the circles "aharashtra, (u'arat, Andhra %radesh, "adhya %radesh and ,elhi ("etro) under the brand name @IDEA@. Te"8n l -& Partners !echnologically /irla A!+! :ommunication 1imited has adopted the superior :")-2C system architecture from )ricsson Lone of the largest manufacturers of (S" equipment in the world. La!n"8 ; Ser)$"es !he cellular service was launched in the (u'arat circle in @anuary 0==; and in the "aharashtra :ircle (e#cluding "umbai, including (oa) in "arch 0==;. )stablished in 0=5;, the A'$t&a B$rla Gr !7 is on of the leading business houses in ndia. !he (roup has its presence across various sectors including cement, viscose staple fiber, engineering, te#tiles, power, telecommunication, industrial chemicals, petroleum and financial services. AT(T is the largest telecommunication company in the world offering a complete range of communication services. A!+! started its operations in 0BB6 and is present in over 2CC countries. n the Dnited States L its parent country, A!+! :orp. is a leading long Ldistance carrier, wireless operator and provider of video data and nternet services. Pre.7a$' "ar' !he dea :ellular %re-paid :ard is called as @I'ea C8$t"8atH.

2=

Rel$an"e Tele" % L$%$te'

Rel$an"e Tele" % l$%$te' is the :ellular Services 7perator in seven circles - /ihar, 7rissa, "adhya %radesh, >imachal %radesh, *est /engal, Assam and Aorth-)ast. !he license area includes 04 states covering more than 46 F of ndia<s landmass and 44 F of ndia<s population. !he company offers its services under the brand name of Rel$an"e M A$le. Pr % ters -eliance !elecom limited has been promoted by ndia<s largest private sector company, -eliance ndustries limited with minority equity participation by /ell Atlantic - Ayne# nc. -eliance !elecom<s ma'or coverage lies in the eastern region of the country, where there is an opportunity to supplement the e#isting fi#ed line network which has remained underdeveloped due to historical reasons. -eliance !elecom has been successful in a short span of time in setting up network and providing cellular services across seven :ircles. Te"8n l -& Partners !he "S:s for -eliance "obile have been supplied by )ricsson, /S:E /!S by "otorola and the /illing System by Siemens Ai#dorf. -eliance !elecom 1imited offers services such as post-paid service, prepaid card, voice mail, roaming and inter city cellular service. *ith networks covering si# contiguous circles in :entral and )astern ndia. RPG Cell!lar Ser)$"es L$%$te' RPG Cell!lar is the cellular licensee for the :hennai "etro and operates under the brand name H-%( :ellularH.

4C

Pr % ters !he -%( (roup has promoted -%( :ellular Services 1td (-:S1) in association with two of the largest (S" cellular operators in the world - A$rT !"8 C %%!n$"at$ ns In":, D.S.A. and Modafone (roup %lc., D.I.

A$rT !"8 is one of the world<s largest wireless communication companies with
global interests in cellular, paging and personal communications services. !he :ompany is the largest cellular service operator in the world with over 0; million subscribers.

VODAFONE
Modafone is a leading global provider of mobile telecommunications services in D.I. and Australia and several other countries across )urope and Asia and has over 0C million customers worldwide. !he :ompany also has participation in the (lobal star Satellite :ommunication System. In;rastr!"t!re )en' rs )ricsson is the infrastructure vendor of the company. La!n"8 ; Ser)$"es !he :ompany commenced commercial operations in 7ctober 2C, 0==6. %re-paid Services ts prepaid service - H*ings %repaidH was launched in 7ctober 0==B.Spice :ommunications 1imited

40

S7$"e C %%!n$"at$ ns L$%$te'

Spice :ommunications 1imited is presently operating :ellular %hone Services in the states of %un'ab and Iarnataka. Pr % ters Spice :ommunications is a 605= 'oint venture between Spicecorp ( ndia)- the flagship company of ,r. /.I. "odi group that first introduced ndia to mobile phone services and has interests in the field of telecommunications, office automation and information technology and , S!A:7" (>ong Iong)-a company with over 2C years of e#perience in mobile communication which was responsible for bringing mobile telephony to >ong Iong along with >utchison !elecom. F re$-n Partners !he 8oreign partners for Spice :ommunications Iarnataka are ,istyacom, A ( and %rudential. In;rastr!"t!re Ven' rs !he infrastructure vendors are Siemens and "otorola. La!n"8 ; Ser)$"e 1aunched over four years ago under the memorable brand name of HSpiceH, the :ompany offers cellular services in %un'ab and Iarnataka. Spice Iarnataka launched its services in April 0==;. Pre.7a$' Ser)$"e !he pre-paid service in Iarnataka operates under the brand name @S$%7le@

42

COMPANY PROFILE Airtel comes to you from /harti :ellular 1imited - a part of the biggest private integrated telecom conglomerate, /harti )nterprises. /harti )nterprises has been at the forefront of technology and has revolutioni3ed telecommunications with its world class products and services. )stablished in 0=;9, /harti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. /harti has many 'oint ventures with world leaders like Singtel (Singapore !elecom)? *arburg %incus, DSA? !elia, Sweden? Asian infrastructure find, "auritius? nternational 8inance :orporation, DSA and Aew Gork 1ife nternational, DSA. /harti provides a range of telecom services, which include :ellular, /asic, nternet and recently introduced Aational 1ong ,istance. /harti also manufactures and e#ports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in ndia, it is also the first company to e#port its products to the DSA. /harti is the leading cellular service provider, with a footprint in 06 states covering all four metros. t has over four million satisfied customers. So come e#plore the making of the brand, which touches the lives of 9CC million people across 09 states of ndia. 8rom the meaning of our logo to downloadable goodies for your computer, it<s all here BRAND(ADVERTISING. 8or a brand to be successful, it must build enduring relationships with its different audiences. ntegral to this relationship is the visual image of the brand the consumer carries in hisEher mind. !he Airtel brand image is created through the consistent application of a carefully developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel<s visual identity helps create instant brand recall and strengthens the relationships that its audiences have with it.

44

!he Airtel visual identity has different elements that work together to create a strong and consistent identity for the brand. !he most important of these are

!he Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. t is a specially drawn word mark. T8e A$rtel I%a-e st&le t incorporates two solid, red rectangular forms whose counter form creates an open doorway. T8e A$rtel T&7 -ra78$"al st&le !he title case lettering with its capital <A< was deliberately chosen to reinforce the brand<s leadership position. !he red dot on the letterform < < cues Airtel<s focus on innovation.. !he words <)#press Gourself< are very much part of the brand identity. T8e A$rtel C l !r Palette !he lettering is grey so that the pure black of Airtel is visually unharmed. DESKTOP DO*NLOADS. >ere<s some cool downloads to liven up your desktop. (o ahead... E#7ress Y !rsel;:

45

MISSION
0. *e will meet the communication need of our customers through2. %ro-active customer service with a smile. 4. ,eployment of innovative and appropriate technology solution. 5. :onsistent and continually improving process and system. 6. *e will achieve e#cellence in team work though empowerment. 9. *e will build a people L characteri3ed by dignity and respect for every individual. ;. *e will recogni3e changing market needs and profitable organi3ation. B. As conscious corporate citi3ens we will make continuous positive :ontribution towards nation building.

VALUES
0. *e will put customers first at all times, and build long L term relationship with them. 2. *e shall believe interpretation and keep every commitment that we make. 4. *e will operate with honesty and integrity interpretation all our dealings. 5. *e will always give to society more than we take. 6. *e will treat every individual with dignity and respect. 9. *e will approach every endeavor with 3eal and an attitude towards e#cellence.

46

SALES PROMOTION
Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).

SALES PROMOTION TECHNIQUES OF COMPANY

(ood Advertising. )ffective ncentive %olicy. (ood services. *ide + ,eep ,istribution System. ,ecorating -etailers shop by display board, dealer.s board etc. %osters. /anners.

T&7es ; Sales Pr % t$ n
Sales promotion can be classified based on the primary target audience to whom the

promotion is directed. !hese include :onsumer %romotion 49

!rade %romotion Sales force %romotion

C ns!%er Sales Pr % t$ n
:onsumer sales promotions encompass a variety of short-term promotional techniques designed to induce customers to respond in some way. !he most popular consumer sales promotions are directly associated with product purchasing. !hese promotions are intended to enhance the value of a product purchase by either reducing the overall cost of the product (i.e., get same product but for less money) or by adding more benefit to the regular purchase price (i.e., get more for the money). *hile tying a promotion to an immediate purchase is a ma'or use of consumer sales promotion, it is not the only one. As we noted above, promotion techniques can be used to achieve other ob'ectives such as building brand loyalty or creating product awareness. :onsequently, a marketer.s promotional toolbo# contains a large variety of consumer. !here are several possible tools that can be used for consumer promotions. Some of the more important ones are Sampling %rice-off Nuality deals /anded offers n-product gift 7ut- product gift :oupons :onsumer contests

Tra'e Sales Pr % t$ ns
4;

As note in the %romotion ,ecisions !utorial, certain promotions can help $push& a product through the channel by encouraging channel members to purchase and also promote the product to their customers. 8or instance, a trade promotion aimed at retailers may encourage retailers to instruct their employees to promote a marketer.s brand over competitors. offerings. *ith thousands of products competing for limited shelf space, spending on trade promotion is nearly equal that spent on consumer promotions. "any sales promotions aimed at building relationships with channel partners follow similar designs as those directed to consumers including promotional pricing, contests and free product. n addition to these, several other promotional approaches are specifically designed to appeal to trade partners.

Te"8n$C!es !se' $n tra'e 7r % t$ n

7n-consignment sales ,ealer contests ,ealer gifts ,isplay contests %oint of sale material Shop board painting ,ealer discounts !rade fair participation ,ealer meets :ooperative advertising

Sales Pr % t$ nal A"t$)ates

%romotion is true that products are manufactured to satisfy the needs of the consumers.. /ut alone is not enough. !oday the responsibility of the manufacturers does not cease with physical production whatever may be the nature of the product. 4B

!he present day marketers are consumer oriented where it is the duty of the manufacturers to know from where, when, how and what price the products would be available. Successful marketing consists in offering the right product of the right price of the right place (and time) with right promotion. n course of time, various activities came into vogue designed particularly to help easy sale of goods. !hese activities commonly known as promotional "i#. !he marketing communication "i# also called as the $%romotion "i#& consists of four ma'or tools. 0. Advertising. 2. Sales %romotion 4. %ublicity 5. %ersonal Selling MARKETING COMMUNICATION PROCESS (enerally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. !hus, there are three elements in this process. IMPORTANCE OF ADVERTISING !he purpose of advertising is motivating but to sell something a product, a service or an A -!)1. !he real ob'ective of advertising is effective communication between producers and consumers. n other words the ultimate purpose all advertising is $ ncreased awareness& list of the following specific ob'ectives of advertising. !o make on immediate A -!)1 !o build primary demand !o introduce a price deal !o inform about a products availability !o increase market share !o help salesman by building on awareness of a product among retailers !o increase the frequency use of a product. !o build overall company image !o build brand recognition 4=

PERSONAL SELLING !he process of selling is ensured by personal selling supposed by advertising and sales promotion. 7f these three methods personal selling occupies the predominant role mainly because of the personal element involves. t may be described as a personal source rendered to the community in connection with marketing of goods. t is a marketing process with which consumers are personally persuaded to by goods and services offered by a manufacturer. !he most powerful element in the promotional mi# is salesman ship, is not something very new. )ven centuraries ago salesman ship was practiced in (reece and -ome. According to %eter ,rucker :yrus "ecornie was the first man to use modern technique of selling. Feat!res 0. 2. 4. 5. t helps to establish a cordial and obiding relationship between the organi3ation and its customers. t is a creative art. t creats wants a new. t is a science, in the sense that $7ne human mind influences another human mind&. %ersonal selling imparts knowledge and technical assistance to the consumers.

SALES PROMOTION %romotion includes all those functions, which have to do with the marketing of a product all other activities designed to increase and e#pand the market. /ut it is clearly distinguished from advertising and personal selling, through basic aim or all the three is one and the same vi3., to increase the volume of sales. Sales %romotion :ontests, (ames 5C

Sweep stakes, 1otteries %remiums Sampling 8airs and !rade shows )#hibs ,emonstrators :ouponing -ebates 1ow interest 8inancing )ntertainment !rade L in L allowances !rade stamps

$Sales promotion in a specific sense, refers to those sales activities that supplement both personal selling and advertising and co-ordinationate them and help to make them effective, such as displays, shows and e#positions, demonstrations and other non recurrent selling efforts not in the ordinary routine&. n a general sense the sales promotion includes $ personal selling, advertising and supplementary selling activities&. )valuation of Sales %romotion !wo decades ago, there was no agreement among the marketing people that there was a separate sales promotion function. n those days, promotion was a $sharerun to gain a short run good&. !he importance of sales promotion is modern marketing has increased mainly an account of its ability in promoting sales and preparing the ground for future e#pansion. !he main ob'ective of sales promotion is to attract the prospective buyer towards the product. PUBLICITY !he publicity is derived as $Any form of commercially significant news about a product, and institution, a service, or a person published 50 a space or radio i.e. not

paid for by the sponsor&. n short advertisement is paid form of publicity. t is to be noted here that though the terms .A,M)-! S A( O AA, O %ublicity. or differences in the field of marketing, both are used interchangeably. !he media are broadly classified into direct indirect. ,irect method of advertising refers to such methods used by the advertiser with which he could established a direct contact with the prospects. "ost of the media are indirect in nature )P 8ree %ublicity, cinema, etc. Press P!Al$"$t& !his remains the most popular method of publicity to day. Aews papers and maga3ines have become a part of cultural and political life of the people. Aow press publicity takes two forms. (a) (b) Aews %apers "aga3ines

+a, Ne9 7a7ers !he abbreviation for news papers is $ Aorth. )ast, *est, South past and present event report&. Aews papers are bought largely for their news value. As such they are appropriate for announcing new products and new development of e#isting products. /ecause of their frequency of publication, they are also well suited to opportunity makers, the various advantages may be summed up as follows !hey reach nook and corner, so their coverage is high.

>igh frequency enables speedy preparation and publcation of advertisement.

Aews papers offer a lot of fle#ibility. According to the convenience and necessity of the advertises the shape and si3e of advertisement could be changed.

Advertising in news papers is a cheap method of advertising from the company point of view.

52

!he news papers advertising sponsor four kinds of advertising :lassified advertisement )P >ouse for sale& etc., (eneral advertisement !easer advertisement Aews type advertisement

+A, Ma-aD$nes Another media under press publicity is maga3ines, and 'ournals. !hey also offer good facility because maga3ines are read leisurely when the reader mentally prepared to receive the advertisement. "aga3ines are periodicals (periodicals of publication is regular) but different from news papers in two respects. 7ne is that it pre-selects, its readership through the nature its content as mentioned above they are read leisurely maga3ines, as a group may be subdivided from the point of view of advertisers as follows K$n's ; !t.' r 7!Al$"$t&

R!ral A')ert$s$nt refers to posters which are often posted on walls. !he si3e of such poster would be big and might contain pictures etc. t is often found in cinema advertising. A')ert$se%ent A ar's !hese advertisement or posters but are kept at certain fi#ed places especially at points. *here people frequently assemble bus stages, railway stations etc., and /ig hoardings will be placed at various road sides with various offers using stars such as Sachin -amesh !endulkar and Sharuk Ihan who are the /rand Ambassadors for Airtel with various adds.

Ve8$"!lar A')ert$s$n-

54

!his refers to moving advertisements. !hese advertisements on moving vehicle such as buses and railway trains offer e#amples of this. !his type of advertising has such a very large circulation and is considered to be very effective.

A')anta-es O; Sales Pr % t$ n

Sales %romotion techniques yield results that many other marketing communication elements cannot achieve .8or e#ample it can turn around a sales trend in the short run ,help introduce a new product by encouraging consumer and retail acceptance ,reinforce message driven by other communication Lmi# element ,etc.Some of the benefits of sale promotion Sales promotion produces result by stimulating people to act L to try, to buy, to buy more, or to buy more often. t can lead to trial, generate e#citement, encourage rein peat purchase, attract switchers, etc. t is especially helpful in situations where there is e#treme pressure to increase sales eg.at the end of the year when there are shortfalls in budgeted sales. t produces immediate results. *hile advertising or public relation act as an investment producing sales in the long run, sales promotion works during a definite span of time. "ost of the sales come during the sale promotions period itself. Mery often, if the promotion is successful, one can get results within hours, days or weeks. t can prevent competitor entry or offset competitor promotions and thus help maintain the brands current market share. Sales promotion techniques directed at channel members or sales force can gain channel support and involvement and help $push& the product. t helps in getting shelf space and merchandising benefits at the retail level, clearing off e#cess inventory, motivating sales people to find new contacts etc. 55

Sales promotion is relatively easy to design and implement. t is possible to calculate costs effect on sales and sometimes even on competitor sales.

D$sa')anta-es O; Sales Pr % t$ n

"ost sales promotion is used for short-term results. Any e#cessive use can shift the focus on short-term marketing planning that acts only at the behavioral level.

ncreasing sales promotion activities has led to clutter, leading companies to cut each other and thus eroding the bottom line.

n mature markets sales promotion does not do much in attracting new customers but only switchers who are dear prone.

56

1: T8e T&7es O; C ns!%ers O; P!r"8ase O; A$rtel

FACTORS )"%17G))S /DS A)SS %)-S7AA)1 %-78)SS 7A S!D,)A!S TOTAL

NO:OF RESPONDENTS 06 29 4 9 04

PERCENTAGE 4CF 62F 9F 02F 144E

30

26
25 20 15 10

15

6
5

3 30% 52%
Business NO.OF RESPON EN!S Prof ession

6%

12%

0 Employees Students

PER"EN!#$E

Inter7retat$ n
According to my survey, it can be seen from the above table that indicates )mployees 06 (4CF), /usiness %ersonnel 29 (62F), %rofession 4 (9F) and Students 9 (02F), are preferring to purchase A -!)1.

59

In;l!en"$n- ;a"t rs t 7!r"8ase ; AIRTEL

FACTORS 8- )A,S A,M)-! S)")A!S (77,* 11E8A") %)-S7AA1 :>7 :) TOTAL

NO:OF RESPONDENTS 00 0C 05 06 04

PERCENTAGE 22F 2CF 2BF 4CF 144E

As per my survey, the above table reflects that 8riends 00 (22F), Advertisements 0C (2CF), (oodwillE8ame 05 (2BF), %ersonal :hoice 06 (4CF) are the factors influencing to purchase of A -!)1.

/lue %ie (raph representing influencing factors to purchase of A -!)1

5;

!he following table indicates t8e le)el ; sat$s;a"t$ n ; " ns!%ers t 9ar's t8e 7!r"8ase ; AIRTEL:

ATTRIBUTES M)-G (77, (77, AM)-A() SA! S8A:!7-G TOTAL

NO:OF RESPONDENTS 6 2C 0= 9 04

PERCENTAGE 0CF 5CF 4BF 02F 144E

PIE EFPLOSION GRAPH REPRESENTING THE LEVEL OF SATISFACTION OF CONSUMERS IN VIE* OF PRICE

25 20 15 10 5 0 5 10%
(ER) $OO

20

1%

6 &0%
$OO

3'%
#(ER#$E

12%
S#!*SF#"!OR)

NO.OF RESPON EN!S

PER"EN!#$E

5B

!he following table indicates t8e le)el ; sat$s;a"t$ n ; " ns!%ers t 9ar's t8e 7!r"8ase ; AIRTEL:

Attr$A!tes Mery (ood (ood Average Aot Satisfied T tal

N : ; Res7 n'ents 0C 20 09 4 04

Per"enta-e 2CF 52F 42F 9F 144E

THE FLOATING GRAPH REPRESENTING SERVICES OF AIRTEL TO THE CONSUMERS

25

21
20

16
15 10 5

10

20%
0 (ery $ood

&2%
$ood

32%
#+er,-e

6%

Not S,tisfied

No. of Respondents

Per.ent,-e

5=

T&7e ; Pr % t$ nal A"t$)$t& t 9ar's T P!r"8as$n- A$rtel

FACTORS Advertisement %ublicity Sales %romotion *ord of "outh TOTAL

NO:OF RESPONDENTS 00 0C 05 06 04

PERCENTAGE 22F 2CF 2BF 4CF 144E

As per my survey, the above table reflects that advertisements 00 (22F), publicity 0C (2CF), sales promotion 05 (2BF), word of mouth 06 (4CF) are the factors influencing to purchase of A -!)1.

/lue %ie (raph representing influencing factors to purchase of A -!)1

6C

NO.OF RESPON EN!S

15

11

10 1&

T8e C nne"t$ n t8at M st Pre;er B& A')ert$se%ents

Attr$A!tes -eliance Airtel dea Modafone T tal

N : ; Res7 n'ents = 20 0C 0C 04

Per"enta-e 0BF 52F 2CF 2CF 144E

!>) 817A! A( (-A%> -)%-)S)A! A( !>) :7AA):! 7A !>A! "7S! %-)8)- /G A,M)-! S)")A!S

60

FACTORS %-)%A , %7S!%A , TOTAL

NO:OF RESPONDENTS 46 06 04

PERCENTAGE ;CF 4CF 144E

PREPAID ( POSTPAID CONNECTIONS OF AIRTEL

%-)%A , 46 (;CF), %7S!%A , 06 (4CF), prefer to purchase A -!)1.

25 20 15

According to my survey, it can be seen from the above table that indicates

21

BAR GRAPH REPRESENTING PREPAID ( POSTPAID CONNECTIONS OF

10 5

AIRTEL

10

10

1'%
0 Reli,n.e #irtel

&2% 62
*de,

20%

20%
(od,fone

FACTORS PREPAID POSTPAID TOTAL

NO.OF RESPONDENTS PERCENTAGE 35 15 50

35

70% 30% 100%

35 30 25 20 15 10 S*OT ANALYSIS STRENGTH

15

/0%

30%

AIRTEL .5 CONCEPT? ATHOUGHT? A NOTION: AIRTEL IS ABOUT SIMPLE THOUGHTS THAT HAVE THE PO*ER TO ENHANCE LIFE 0 NO.OF RESPON EN!SPER"EN!#$E PREP#* POS!P#* !he A -!)1 chitchat is rechargeable S " card easily available across a host of dealer and retail outlets all over your city.

!he A -!)1 is like an ocean full of technology and information full of mobile world. t has good research and development will equipped with efficient work force.

Aational and international roaming. A -!)1 is the leading cellular service provider, with a footprint, in 2C states covering all four metros t has over !en million satisfied customers.

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 An A -!)1 network connects its user to the other network within seconds compared to other networks. A -!)1 completes the formalities of the (overnment by fulfilling the statutory requirements in taking the proof of the customer.

65

*EAKNESS An A -!)1 network is weak in rural places. A -!)1 is stricter in govt. statutory proofs that should be made fle#ible to the customer. %oor available of recharge coupons for the customer in the city and some other places. Dnlike the other operator (/SA1) billing pulse is 9C sec. %oor knowledge to the retailers about A -!)1.s packages, schemes and promotional activities. OPPORTUNITIES >uge sales can be e#pected if proper eye catching advertisements, promotional activities are designed for new customers. /y giving quick and proper services A -!)1 can become the Ao.0 operator in ndia in cellular industry.

THREATS

66

 !he product is at the growth stage of the company has to stay ahead of its competitors and persuade the customer to prefer the product. :ompany personnel should be taken but it should be customer friendly, otherwise the company may lose the sales. !he company should give priority to the rural customers, so as get good business otherwise, other 7perator may capture the market.

69

:hapter L M

FINDINGS SUGGESTIONS

6;

FINDINGS !he company is advertisement is not fair and is not reaching to all people. !he advertisement is difficult to understand. A -!)1 is not concentrating on the promotional activities for the customers and for the retailers. A -!)1 is not giving gifts for the customers. !he company is not concentrating on other types of advertising media. !he package design is not communicative and eye catching, so package design and color have to blend harmoniously to make the package communication effective. Aetwork is not reaching to rural villages. !alk time is very less in %repaid :ards. !he company is not conducting road shows so as to get awareness in the public about the product and services. mprove the marketing personnel and they should give full knowledge to the customers and retailers. A -!)1 must improve their personnel selling direct contacting customers to give awareness of their products.

SUGGESTIONS A -!)1 is not giving gifts for the customers. !he company is not concentrating on other types of advertising media. !he package design should be communicative and eye catching, so package design and color have to blend harmoniously to make the package communication effective. Aetwork should be e#panding to rural villages. 6B

 !alk time must be increased in %repaid cards. -educe the !ariff rates to increase the market share. !he company should conduct road shows so as to get awareness in the public about the product and services. mprove the marketing personnel and they should give full knowledge to the customers and retailers. Airtel should ntroduce !op Dp cards from 0C rupees on wards to ncrease more sales. !he offers should be fairer and should also necessary to bring new S " cards with fascinating offers. t will help full in ncreasing of Sales if !he Airtel brings cards for the different groups of people such as, Students, )mployees, (irls etc.,

CONCLUSION

6=

CONCLUSION I? GGGGGGG: from pro'ect conclude that promotion of any service can be successfully e#ecuted by creating awareness through word of mouth and by maintaining the service according to Advertising and Sales %romotional Activities.

9C

QUESTIONNAIRE BIBLIOGRAPHY

90

QUESTIONNAIRE 0. 2. Aame 7ccupation )mployee 4. 5. /usiness %rofession Student

Addresses for :ommunication "onthly ncome (or) ncome 1evel 2CCC-5CCC BCCC-02CCC 5CCC-BCCC "ore than 02CCC

6.

Are you the user of "obileQ Ges Ao

9. ;.

"obile Aumber f yes which connection you hadQ Airtel -eliance 7thers dea >utch

B.

f you have Airtel :onnection, how are their servicesQ Mery god (ood Average Aot

Satisfied =. Are you satisfied with Airtel pulse rate Ges 0C. Ao

Gou are pre-paid customer (or) post Lpaid customerQ %repaid %ostpaid

00

f postpaid you are satisfied with Airtel rental plansQ Ges Ao 92

94

02.

*ho influenced you to take Airtel connectionQ Advertisement 8riendsE-elatives (oodwillE8ame %ersonal :hoice

04.

*hat type of promotional activity you preferred in purchasing AirtelQ Advertisement %ublicity Sales %romotion *ord of "outh

05.

*hich of the connection that you most prefer by advertisementsQ Airtel -eliance dea >utch

06.

Specify your level of satisfactionQ Ver& G ' Ma$ntenan"e Pr$"e Per; r%an"e A;ter Sales Ser)$"e

G '

A)era-e

Sat$s;a"t r&

09. ...

Any SuggestionsQ ............................................................... ...............................................................

... ............................................................... ...

95

BIBLIOGRAPHY :7"%AAG %-78 1) %- A: %1)S 78 "A-I)! A( "AAA()")A! "7,)-A "AAA()")A! A)*S%A%)-S ---------%> 1 % I7!1)-.S.A.% 11A !>) > A,D !>) ):7A7" : ! ")S ,)::AA :>-7A :1) !>) ! ")S 78 A, A ---www.bharati.com

96