A Study On Advertising Strategy of Bharathi Airtel - Hyderadad

A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD
Chapter
Chapter name
Page
INTRODUCTION
Introduction
number
2
3-6
Industry profile
7-11
Company profile
12-17
REVIEWOF LITERATURE
19-35
RESEARCH METHODOLOGY
36
Need for the study
37
Objectives of the study
37
Scope of the study
37
Period of the study
37
Sources of data
38
Limitations of the study
38
DATA ANALYSIS AND INTERPRETATION
38-56
FINDINGS
58
Suggestions
59
Conclusion
60
Bibliography
62
number
1
Chapter 1
Page 1
Introduction
company
Profile
industry
Profile
Page 2
INTRODUCTION:
Advertising is a form of communication intended to persuade an audience
(viewers, readers or listeners) to purchase or take some action upon products, ideas, or
services. It includes the name of a product or service and how that product or service
could benefit the consumer, to persuade a target market to purchase or to consume that
particular brand. These messages are usually paid for by sponsors and viewed via various
media. Advertising can also serve to communicate an idea to a large number of people in
an attempt to convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of
their products or services through branding, which involves the repetition of an image or
product name in an effort to associate related qualities with the brand in the minds
of consumers. Non-commercial advertisers who spend money to advertise items other
than a consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Nonprofit organizations may rely on free
modes of persuasion, such as a public service announcement.
Modern advertising developed with the rise of mass production in the late 19th
and early 20th centuries. Mass media can be defined as any media meant to reach a mass
amount of people. Different types of media can be used to deliver these messages,
including traditional media such as newspapers, magazines, television, radio, outdoor or
direct mail; or new media such as websites and text messages.
"Strategy is the direction and scope of an organization over the long-term: which
achieves advantage for the organization through its configuration of resources within a
challenging
environment,
to
meet
the
needs
of markets and
fulfill stakeholder expectations".

In other words, strategy is about:
* Where is the business trying to get to in the long-term (direction)
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to
* Which markets should a business compete in and what kind of activities is involved in
such markets? (markets; scope)
* How can the business perform better than the competition in those markets?
(Advantage)?
* What resources (skills, assets, finance, relationships, technical competence, facilities)
are required in order to be able to compete? (Resources)?
* What external, environmental factors affect the businesses' ability to compete?
(Environment)?
* What are the values and expectations of those who have power in and around the
business? (stakeholders)
Strategy at Different Levels of a Business:

Strategies exist at several levels in any organization - ranging from the overall
business (or group of businesses) through to individuals working in it.
Corporate Strategy - is concerned with the overall purpose and scope of the business to
meet stakeholder expectations. This is a crucial level since it is heavily influenced by
investors in the business and acts to guide strategic decision-making throughout the
business. Corporate strategy is often stated explicitly in a "mission statement".
Business Unit Strategy - is concerned more with how a business competes successfully
in a particular market. It concerns strategic decisions about choice of products, meeting
needs of customers, gaining advantage over competitors, exploiting or creating new
opportunities etc.
Operational Strategy - is concerned with how each part of the business is organized to
deliver the corporate and business-unit level strategic direction. Operational strategy
therefore focuses on issues of resources, processes, people etc.
How Strategy is Managed - Strategic Management
In its broadest sense, strategic management is about taking "strategic decisions" decisions that answer the questions above.
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In practice, a thorough strategic management process has three main components,

shown in the figure below:
Strategic Analysis
This is all about the analyzing the strength of businesses' position and
understanding the important external factors that may influence that position. The process
of Strategic Analysis can be assisted by a number of tools, including:
PEST Analysis - a technique for understanding the "environment" in which a business
operates
Scenario Planning - a technique that builds various plausible views of possible futures
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for a business
Five Forces Analysis - a technique for identifying the forces which affect the level of
competition in an industry
Market Segmentation - a technique which seeks to identify similarities and differences
between groups of customers or users
Directional Policy Matrix - a technique which summarizes the competitive strength of a
businesss operations in specific markets
Competitor Analysis - a wide range of techniques and analysis that seeks to summarize a
businesses' overall competitive position
Critical Success Factor Analysis - a technique to identify those areas in which a
business must outperform the competition in order to succeed
SWOT Analysis - a useful summary technique for summarizing the key issues arising
from an assessment of a businesss "internal" position and "external" environmental
influences.
Strategic Choice:
This process involves understanding the nature of stakeholder expectations (the
"ground rules"), identifying strategic options, and then evaluating and selecting strategic
options.
Strategy Implementation
Often the hardest part. When a strategy has been analyzed and selected, the task is
then to translate it into organizational action.
INDUSTRY PROFILE
The Indian telecommunications industry is one of the fastest growing in the
world. The industry has witnessed consistent growth during the last year on the back of
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rollout of newer circles by operators, successful auction of third-generation (3G) and

broadband wireless access (BWA) spectrum, network rollout in semi-rural areas and
increased focus on the value added services (VAS) market.
According to the data released by Telecom Regulatory Authority of India (TRAI),
the number of telephone subscribers in the country reached 806.13 million at the end of
January 2011 from 787.28 million in December 2010, thereby registering a growth rate of
2.39 per cent. With this the overall tele-density (telephones per 100 people) has touched
67.67. The wireless subscriber base has increased to 771.18 million at the end of January
2011 from 752.19 million in December 2010, registering a growth of 2.52 per cent.
Meanwhile, Indian Global System of Mobile Communication (GSM) telecom
operators added 14.69 million new subscribers in February 2011, taking the all-India
GSM cellular subscriber base to 555.06 million, according to the Cellular Operators
Association of India (COAI). The GSM subscriber base stood at 540.37 million at the end
of January 2011.
The sector will witness up to US$ 55.95 billion investments and the market will cross the
US$ 100 billion mark in 5 years, according to consultancy firm Boston Consulting Group
(BCG). BCG India's Partner and Director, Arvind Subramanian said the industry will
continue to grow at 12-13 per cent annually.
Key Players:
With new players coming in, the intensity of competition in the industry has
increased, especially over the last four years. The market share of the telecom companies
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reflects the fragmented nature of the industry, with as many as 15 players. As of

September 30, 2010, Bharti Airtel led the market with 20.8 per cent share, Reliance (17.1
per cent), Vodafone (16.8 per cent), BSNL (11.4 per cent), Tata (11.5 per cent), Idea (10.8
per cent), and Aircel (6.8 per cent), with the remaining share being held by other smaller
operators, according to Telecom Regulatory Authority of India (TRAI) database.
Value-Added Services (VAS) Market:
Mobile value added services (VAS) include text or SMS, menu-based services,
downloading of music or ring tones, mobile TV, videos and sophisticated m-commerce
applications. As per a report, India Telecom 2010 released by KPMG in December
2010, currently, the VAS market is worth US$ 2.45 billion-US$ 2.67 billion, which is
around 10 per cent of the total revenue of the wireless industry. The share of VAS in
wireless revenue is likely to increase to 12-13 per cent by 2011, on the back of increased
operator focus on VAS due to continuous fall in voice tariffs, increasing penetration of
feature rich handsets, availability of vernacular content and increased user adoption of
VAS applications.
Major Investments:
The booming domestic telecom market has been attracting huge amounts of
investments which are likely to accelerate with the entry of new players and launch of
new services. According to the Department of Industrial Policy and Promotion (DIPP),
the telecommunications sector which includes radio paging, mobile services and basic
telephone services attracted foreign direct investment (FDI) worth US$ 1.33 billion
during April-January 2010-11. The cumulative flow of FDI in the sector during April
2000 and January 2011 is US$ 10.26 billion.
Going Green:
Telecom companies incorporate heavy costs on energy consumption. Besides
being expensive, the resources used tax the environment heavily. In the wake of these
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facts, the ETIG Knowledge Forum in association with Global Group has attempted to
articulate the road map to green telecom in India. Constantly evolving professional grade
energy management products are leading the revolution and R&D has helped bring costs
down. For instance, in the past, to deploy 2G, 3G, 4G technology, one would need
separate base-stations. But today, a single base-station puts all the technology in one
place such that one needs to simply change the radio configuration.
Companies are on a continuous look-out for alternatives like solar panels and
other types of sources of energy and their combinations to achieve cost-effectiveness.
Private GSM cellular operator Vodafone Essarhas launched its 3G service in Uttar
Pradesh (East) circle, which is one of the largest telecom circles in the country with
around 60 million subscribers.
More than 5 lakh customers have upgraded to Bharti Aritel's high-speed data or
3G services, from voice-based 2G services, within a month after India's largest mobile
operator launched this facility in Bangalore. The company is talking to other operators to
offer 3G services in the rest of the 22 circles where Airtel did not have permits.
Competitors like Reliance Communications, Vodafone Essar, Tata Docomo and Aircel
have launched 3G in areas where they hold respective permits. No mobile operator has
3G permits in all 22 circles of the country.
Telecommunication Market in India is one of the most rapidly growing industries
in India. It is considered to be a real boon not only to the country's economy but also to
its inhabitants as it has made life easier and faster altogether.
The telecom industry in India has grown phenomenally in 5 years. In 2000, the
telephone facility was available to only 3 people out of every 100 persons, whereas in
2005 it went up to 10.66 persons as against every 100 people. This outstanding growth in
the Indian telecom industry is considered to be one of the most attractive attributes in the
exponential accretion of wireless phones across the country. The government of India is
planning up for an increase in the production of telephones by 2007 accounting for
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around 23 telephones in every 100 persons by launching 250 million phones in the
country. One of the largest contributors in the alarming success of the telecom industry in
India has been the wireless market that has leaded the telecom revolution in India.
This wireless market has attracted a number of consumer attentions, which has
brought in larger investiture to India. The Total Market comprising of semi-conductors in
India stood at USD 2.82 billion in 2005 within which the telecommunication industry
acquired about 45.4 percent of the total market. The telecom market in India had acquired
around 8 percent of the Indian Total Available Market for semi-conductors that were
valued at USD 1.14 billion.
The equipments for telecommunication are usually imported in bulks in the
name of CBUs and SKDs. This import-trading sector in the telecommunication industry
is reflected in the Total Market and the Total Available Market. Some of the major
telecommunication markets in India include wireless handsets found in GSM and CDMA
range, wireless switches, wireless infrastructure equipments, PBX systems, electronic
push button telephones, access network instrumentation, modems and VoIP phones.
Among all these sectors, the wireless handsets and wireless infrastructure acquires around
88 percent of the total market of telecom industry which is considered to be the largest
share in the Telecommunication Market in India as accounted in 2004. In the Total
Available Market, wireless switches are the most leading sector, as it possesses a
domestic manufacturing base.
The Telecommunication industry in India comprises a range of semi-conductor

elements namely DSPs, Analog ICs, ASICs, and Micro controllers. While the wireless
sector in the telecom market in India was growing leaps and bounds, DSPs acquired the
largest share and brought in large dividends as compared to the other semi-conductors.
The wireless sector was not such a high-profiled one before but with the advent of ITI
and other multinational corporations, the wireless sector of the telecom market started
looming large and it also experienced a craze in the wireless equipments. It is assumed to
be one of the biggest drivers in the telecom market in the recent future.
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The Telecommunication Market in India is climbing the ladder of success quite

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

We will meet global standards for telecom services that delight customers through:
Customer Service Focus
Empowered Employees
Cost Efficiency
Unified Messaging Solutions
Innovative products and services
Error- free service delivery
Board of Directors:
The Board of Directors of the Company has an optimum mix of Executive and
Non-Executive Directors, which consists of three Executive and fifteen Non-Executive
Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive
Director and the number of Independent Directors on the Board is 50% of the total Board
strength. The independence of a Director is determined on the basis that such director
does not have any material pecuniary relationship with the Company, its promoters or its
management, which may affect the independence of the judgment of a Director.
The Board members possess requisite skills, experience and expertise required to
take decisions, which are in the best interest of the Company.
The composition of the Board is as under:
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Sunil Bharti Mittal

Rajan Bharti Mittal
Akhil Gupta
Rakesh Bharti Mittal
Chua Sock Koong
N. Kumar
Kurt Hellstorm
Donald Cameron
Paul OSullivan
Professor V.S. Raju
Pulak Chandan Prasad
Bashir Abdullah Currimjee
Gavin Darby
Syeda Imam
Ajay Lal
York Chye Chang
Paul Donovan
Arun Bharat Ram
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ACHIEVEMENTS:
First to launch Cellular service on November 1995.
First operator to revolutionaries the concept of retailing with the inauguration of

Airtel Connect (exclusive showrooms) in 1995.
First to introduce push button phone in India.
First to expand its network with the installation for second mobile switching
center in April, 1997 and the first to introduce the Intelligent Network Platform
First to provide Roaming to its subscribers by forming an association called
World 1 Network.
First to provide roaming facility in USA. Enjoy the mobile roaming across 38
partner networks & above 700 cities Moreover roam across international
destinations in 119 countries including USA, Canada, and UK etc with 284
partner networks.
BHARTI announces aggrement with VODAFONE marking the entry of the

World's Largest Telecom Operator into India
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Bharti Enterprises and AXA Asia Pacific Holdings Limited announce Partnership
for a life insurance joint venture in India
Airtel Launches future factory - Centres of Innovation to Incubate Pioneering

Mobile Applications
16 states, 600 million people. Only India's leading mobile service offers you the
truly 'freedom-packed' Prepaid!
It is also the first company to export its products to the USA.
Bharti Tele-Ventures:
Bharti Tele-Ventures is one of India's leading private sector providers of
telecommunications services based on an aggregate of 28,692627 customers as on
September 30, 2006, consisting of 27,061,349 GSM mobile and 1,631,278 broadband &
telephone customers
The businesses at Bharti Tele-Ventures have been structured into three individual
strategic units (SBUs)
1) mobile services
2) broadband and telephone services (B&T)
3) enterprise services
The Mobile services group provides GSM mobile services across India in 23 telecom
circles, while B&T business group provides broadband & telephone services in 94 cities.
The Enterprise Services group has two sub-units carriers (long distance services) and
services top corporate. All these services are provided under the Airtel brand.
Bharti Enterprises has been at the forefront of technology and has revolutionized
telecommunications with its world class products and services. Established in 1976,
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Bharti has been a pioneering force in the telecom sector with many firsts and innovations
to its credit.
Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance. Bharti also manufactures and exports
telephone terminals and cordless phones. Apart from being the largest manufacturer of
telephone instruments in India, it is also the first company to export its products to the
USA.
Bharti is the leading cellular service provider, with a footprint in 16 states covering all
four metros. It has over 12 million satisfied customers
Bharti Enterprises has successfully focused its strategy on telecom while straddling
diverse fields of business. From the creation of 'Airtel', one of India's finest brands, to
becoming the largest manufacturer and exporter of world class telecom terminals under
its 'Beetel' brand, Bharti has created a significant position for itself in the global
telecommunications sector. Bharti Tele-Ventures is today acknowledged as one of India's
finest companies, and its flagship brand 'Airtel', has over 12 million customers across the
length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bhartis successful foray into
the Customer Management Services business, Bharti Enterprises dynamic diversification
has continued with the company venturing into telecom software development. Recently,
Bharti has successfully launched an international venture with EL Rothschild Group
owned ELRO Holdings India Ltd., to export fresh Agri products exclusively to markets in
Europe and USA
"What other operators have achieved in one to two years, Bharti has done in just over
a month. In July 2002, one out of every two people buying a mobile across India chose
Airtel We are truly proud to be spearheading the mobile revolution in the country."
- Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures in 2002
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Chapter 2
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Review of
Literature
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REVIEW OF LITERATURE
CONCEPTUAL FRAME WORK:
An advertising strategy is a campaign developed to communicate ideas about
products and services to potential consumers in the hopes of convincing them to buy
those products and services. This strategy, when built in a rational and intelligent manner,
will reflect other business considerations (overall budget, brand recognition efforts) and
objectives (public image enhancement, market share growth) as well. As Portable MBA
in marketing authors Alexander Hiam and Charles D. Schewe stated, a business's
advertising strategy "determines the character of the company's public face." Even though
a small business has limited capital and is unable to devote as much money to advertising
as a large corporation, it can still develop a highly effective advertising campaign. The
key is creative and flexible planning, based on an indepth knowledge of the target
consumer and the avenues that can be utilized to reach that consumer.
Today, most advertising strategies focus on achieving three general goals, as the
Small Business Administration indicated in Advertising Your Business: 1) promote
awareness of a business and its product or services; 2) stimulate sales directly and "attract
competitors' customers"; and 3) establish or modify a business' image. In other words,
advertising seeks to inform, persuade, and remind the consumer. With these aims in mind,
most businesses follow a general process which ties advertising into the other
promotional efforts and overall marketing objectives of the business
STAGES OF ADVERTISING STRATEGY:
As a business begins, one of the major goals of advertising must be to generate
awareness of the business and its products. Once the business' reputation is established
and its products are positioned within the market, the amount of resources used for
advertising will decrease as the consumer develops a kind of loyalty to the product.
Ideally, this established and ever-growing consumer base will eventually aid the company
in its efforts to carry their advertising message out into the market, both through its
purchasing actions and its testimonials on behalf of the product or service.
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Essential to this rather abstract process is the development of a "positioning

statement," as defined by Gerald E. Hills in "Marketing Option and Marketing" in The
Portable MBA in Entrepreneurship: "A 'positioning statement' explains how a company's
product (or service) is differentiated from those of key competitors." With this statement,
the business owner turns intellectual objectives into concrete plans. In addition, this
statement acts as the foundation for the development of a selling proposal, which is
composed of the elements that will make up the advertising message's "copy platform."
This platform delineates the images, copy, and art work that the business owner believes
will sell the product.
With these concrete objectives, the following elements of the advertising strategy
need to be considered: target audience, product concept, communication media, and
advertising message. These elements are at the core of an advertising strategy, and are
often referred to as the "creative mix." Again, what most advertisers stress from the
beginning is clear planning and flexibility. And key to these aims is creativity, and the
ability to adapt to new market trends. A rigid advertising strategy often leads to a loss of
market share. Therefore, the core elements of the advertising strategy need to mix in a
way that allows the message to envelope the target consumer, providing ample
opportunity for this consumer to become acquainted with the advertising message.
The target consumer is a complex combination of persons. It includes the person
who ultimately buys the product, as well as those who decide what product will be
bought (but don't physically buy it), and those who influence product purchases, such as
children, spouse, and friends.
In order to identify the target consumer, and the forces acting upon any purchasing
decision, it is important to define three general criteria in relation to that consumer, as
discussed by the Small Business Administration:
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1. DemographicsAge, gender, job, income, ethnicity, and hobbies.

2. BehaviorsWhen considering the consumers' behavior an advertiser needs to
examine the consumers' awareness of the business and its competition, the type of
vendors and services the consumer currently uses, and the types of appeals that
are likely to convince the consumer to give the advertiser's product or service a
chance.
3. Needs and Desireshere an advertiser must determine the consumer needs
both in practical terms and in terms of self-image, etc.and the kind of
pitch/message that will convince the consumer that the advertiser's services or
products can fulfill those needs.
PRODUCT CONCEPT:
The product concept grows out of the guidelines established in the "positioning
statement." How the product is positioned within the market will dictate the kind of
values the product represents, and thus how the target consumer will receive that product.
Therefore, it is important to remember that no product is just itself, but, as Courtland L.
Bovee and William F. Arens stated in Contemporary Advertising, a "bundle of values"
that the consumer needs to be able to identify with. Whether couched in presentations that
emphasize sex, humor, romance, science, masculinity, or femininity, the consumer must
be able to believe in the product's representation.
COMMUNICATION MEDIA:
The communication media is the means by which the advertising message is

transmitted to the consumer. In addition to marketing objectives and budgetary restraints,
the characteristics of the target consumer need to be considered as an advertiser decides
what media to use.
The types of media categories from which advertisers can choose include the following:
Printprimarily newspapers (both weekly and daily) and magazines.

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AudioFM and AM radio.
VideoPromotional videos, infomercials.
World Wide Web.
Direct mail.
Outdoor advertisingBillboards, advertisements on public transportation (cabs,

buses).
After deciding on the medium that is 1) financially in reach, and 2) most likely to
reach the target audience, an advertiser needs to schedule the broadcasting of that
advertising. The media schedule, as defined by Hills, is "the combination of specific
times (for example, by day, week, and month) when advertisements are inserted into
media vehicles and delivered to target audiences."
ADVERTISING MESSAGE:
An advertising message is guided by the "advertising or copy platform," which is a

combination of the marketing objectives, copy, art, and production values. This
combination is best realized after the target consumer has been analyzed, the product
concept has been established, and the media and vehicles have been chosen. At this point,
the advertising message can be directed at a very concrete audience to achieve very
specific goals.
Hiam and Schewe listed three major areas that an advertiser should consider when
endeavoring to develop an effective "advertising platform":
What are the product's unique features?
How do consumers evaluate the product? What is likely to persuade them to

purchase the product?
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How do competitors rank in the eyes of the consumer? Are there any weaknesses
in their positions? What are their strengths?
Most business consultants recommend employing an advertising agency to create the

art work and write the copy. However, many small businesses don't have the up-front
capital to hire such an agency, and therefore need to create their own advertising pieces.
When doing this a business owner needs to follow a few important guidelines.
COPY when composing advertising copy it is crucial to remember that the primary aim is
to communicate information about the business and its products and services. The
"selling proposal" can act as a blueprint here, ensuring that the advertising fits the overall
marketing objectives. Many companies utilize a theme or a slogan as the centerpiece of
such efforts, emphasizing major attributes of the business's products or services in the
process. But as Hiam and Schewe caution, while "something must be used to animate the
theme care must be taken not to lose the underlying message in the pursuit of
memorable advertising."
When writing the copy, direct language (saying exactly what you mean in a
positive, rather than negative manner) has been shown to be the most effective. The
theory here is that the less the audience has to interpret, or unravel the message, the easier
the message will be to read, understand, and act upon. As Jerry Fisher observed
in Entrepreneur, "Two-syllable phrases like 'free book,' 'fast help,' and 'lose weight' are
the kind of advertising messages that don't need to be read to be effective. By that I mean
they are so easy for the brain to interpret as a whole thought that they're 'read' in an eye
blink rather than as linear verbiage. So for an advertiser trying to get attention in a world
awash in advertising images, it makes sense to try this message-in-an-eye-blink route to
the public consciousnessbe it for a sales slogan or even a product name."
The copy content needs to be clearly written, following conventional grammatical
guidelines. Of course, effective headings allow the reader to get a sense of the
advertisement's central theme without having to read much of the copy. An advertisement
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that has "50% off" in bold black letters is not just easy to read, but it is also easy to
understand.
ART WORK AND LAYOUT:
Small business owners also need to consider the visual rhetoric of the
advertisement, which simply means that the entire advertisement, including blank space,
should have meaning and logic. Most industry experts recommend that advertisers use
short paragraphs, lists, and catchy illustrations and graphics to break up and supplement
the text and make the document both visually inviting and easy to understand.
Remember, an advertisement has to capture the reader's attention quickly.
ADVERTISING BUDGET:
The advertising budget can be written before or after a business owner has
developed the advertising strategy. When to make a budget decision depends on the
importance of advertising and the resources available to the business. If, for instance, a
business knows that they only have a certain amount of money for advertising then the
budget will tend to dictate what advertising is developed and what the overall marketing
objectives will be. On the other hand, if a business has the resources available, the
advertising strategy can be developed to meet predetermined marketing objectives. For
small businesses, it is usually best to put together an advertising budget early in the
advertising process.
The following approaches are the most common methods of developing an
effective budget. All the methods listed are progressive ones that look to perpetuate
growth:
Percentage of future or past sales
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Competitive approach
Market share
All available funds
The task or objective approach
The easiest approachand thus the one that is most often usedis the percentage of
future or past sales method. Most industry experts recommend basing spending on
anticipated sales, in order to ensure growth. But for a small business, where survival may
be a bigger concern than growth, basing the advertising budget on past sales is often a
more sensible approach to take.
METHODS OF ADVERTISING:
Small business owners can choose from two opposite philosophies when
preparing their advertising strategy. The first of these, sometimes called the push method,
is a stance wherein an advertiser targets retail establishments in order to establish or
broaden a market presence. The second option, sometimes called the pull method, targets
end-users (consumers), who are expected to ask retailers for the product and thus help
"pull" it through the channel of distribution. Of course, many businesses employ some
hybrid of the two when putting together their advertising strategy.
PUSH METHOD:
The aim of the push method is to convince retailers, salespersons, or dealers to carry
and promote the advertiser's product. This relationship is achieved by offering
inducements, such as providing advertising kits to help the retailer sell the product,
offering incentives to carry stock, and developing trade promotions.
PULL METHOD:
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The aim of the pull method is to convince the target consumer to try, purchase, and
ultimately repurchase the product. This process is achieved by directly appealing to the
target consumer with coupons, in-store displays, and sweepstakes
ANALYZING ADVERTISING RESULTS:
Many small businesses are distressingly lax in taking steps to monitor whether
their advertising efforts are having the desired effect. Instead, they simply throw a
campaign out there and hope for the best, relying on a general sense of company health
when determining whether to continue, terminate, or make adjustments to advertising
campaigns. These small business owners do not seem to recognize that myriad factors
can influence a business's fortunes (regional economic straits, arrival of new competition,
seasonal buying fluctuations, etc.). The small business owner who does not bother to
adequately analyze his or her advertising efforts runs the danger of throwing away a
perfectly good advertising strategy (or retaining a dreadful one) if he or she is unable to
determine whether business upturns or downturns are due to advertising or some other
factor.
The only way to know with any accuracy how your advertising strategy is
working is to ask the consumer, the opinions of who can be gathered in several ways.
Although many of the tracking alternatives are quite specialized, requiring either a large
budget or extensive advertising research expertise, even small businesses can take steps
to measure the effectiveness of their advertising strategies. The direct response survey is
one of the most accurate means of measuring the effectiveness of a company's advertising
for the simple reason that it measures actual responses to a business's advertisements.
Other inexpensive options, such as use of redeemable coupons, can also prove helpful in
determining the effectiveness of an advertising campaign.
Page 27
ADVERTISING AGENCIES:
The decision whether or not to use an advertising agency depends both on a

company's advertising strategy and its financial resources. An agency has professionals
who can organize, create, and place advertising so that it will meet established objectives
better than most small businesses can do on their own, but of course the expense
associated with soliciting such talent is often prohibitive for smaller companies. Still,
some small- and mid-sized businesses have found that agencies can be helpful in shaping
and monitoring advertising strategies.
Because of their resources and expertise, agencies are useful when a business is
planning a broad advertising campaign that will require a large amount of resources. An
advertising agency can also help track and analyze the effectiveness of the advertising.
Some criteria to consider when choosing an agency include size of the agency, size of
their clients (small companies should avoid allying themselves with agencies with a large
stable of big corporate clients so that they are not treated as afterthoughts), length of time
that the principals have been with the agency, the agency's general advertising
philosophy, and the primary nature of the agency's accounts (are they familiar with your
industry and the challenges involved in differentiating your company's products or
services from others in that industry?).
ADVERTISING LAWS:
The Federal Trade Commission (FTC) protects consumers from deceptive or

misleading advertising. Small business owners should be familiar with the following
laws, which pertain to marketing and advertising and are enforced by the Commission:
Consumer Product Safety ActOutlines required safety guidelines and prohibits

the sale of harmful products.
Child Protection and Toy Safety ActProhibits the sale of toys known to be
dangerous.
Fair Packaging and Labeling Actrequires that all packaged products contain a
label disclosing all ingredients.
Page 28
Antitrust LawsProtects trade and commerce from unlawful restraints, price

deception, price fixing, and monopolies.
Many complaints against advertisers center on allegedly deceptive advertisements,

so small business consultants urge entrepreneurs and business owners to heed the
following general rules of thumb:
1. Avoid writing ads that make false claims or exaggerate the availability of the
product or the savings the consumer will enjoy.
2. Avoid running out of advertised sale items. If this does happen, businesses should
consider offering "rain-checks" so that the consumer can purchase the item later at
the same reduced price.
3. Avoid calling a product "free" if it has cost closely associated with it. If there are
costs associated with the free item they need to be clearly disclosed in the add
Since advertising is a complex process, and business law undergoes continual change,
business owners should consult an attorney before distributing any advertising.
Bharti announces agreement with vodafone marking the entry of the World's Largest
Telecom Operator into India
Vodafone to invest approximately Rs. 6,700 crores (approx. USD 1.5 bn.) to
acquire around 10% in Bharti Tele-Ventures Ltd.
Bharti Enterprises, SingTel and Vodafone to take Bharti Tele-Ventures Ltd.

to unassailable leadership position in India
The largest single foreign investment ever in the history of India
The largest investment in the Indian telecom sector
Bharti establishes its supremacy in the Indian telecom market, having

attracted Asias best SingTel, and now worlds best Vodafone.
Page 29
Bharti set to gain global leadership in the telecom sector
Bharti Enterprises continues to hold shareholding and management control

in Bharti Tele-Ventures.
Over the last couple of years, the market has grown considerably, with deeper
penetration and wider usage of voice and data services, accompanied by much higher
competitive intensity," Atul Bindal, chief marketing officer, Bharti TeleVentures, expands
on this. "In this context, differentiating merely on network, coverage and SMS is just not
enough. You need to go beyond all the rational identifiers - which are prerequisites in any
case - and connect at a deeper level. We needed a strong differentiator in an increasingly
commoditized and crowded market. We found this differentiator in a core human truth
that defines our category - which is that there are moments when you need to make your
point, when you need to be heard. Expressing and communicating are perhaps two of the
most basic emotions. Airtel enables you to make your point in the most expressive way,
anytime, anywhere. The campaign is towards owning this through 'Express yourself.' We
believe 'Express you' allow us to connect at a deeper level and create a long-term
platform
for
the
brand."
For Airtel, the challenge also lay in presenting a unified 'face' to the consumer.
This assumes significance when viewed in the light of the company's pre- and post-paid
communication, which, in the past, had been treated very differently. Brand image, as a
result, was being driven in two different dimensions. "Brand Airtel is a category leader
straddling completely different market segments such as consumer, business and
corporate, as well as different voice, data and payment platforms," says Bindal. "'Express
yourself' enables the brand to unify and connect across the entire base of our existing and
prospective customers."
One of the most obvious benefits of owning a property such as 'candid expression'
(and 'Express yourself') is the expansive nature of the thought. "The moment you have as
broad a canvas as 'Express yourself', it becomes easy for anyone working on the brand to
come up with new ideas and executions. That's what makes a good campaign idea,"
observes Rediff's Prashant Godbole, who, along with creative partner Zarvan Patel,
Page 30
conceived the campaign. This is just the proverbial tip of the iceberg, Patel adds. "We will
be taking the idea forward in many different ways in the forthcoming work," he informs.
Patel also credits his creative team for "fleshing out the idea".
In October 2002, Magic led the market, with 30% of the market share. Bharti
claimed that its strategies were one of the most ambitious experiments ever in the Indian
pre-paid cellular telephony market. However, given the increasing competitive pressure,
doubts were being expressed regarding the ability of Bharti's marketing initiatives to help
Magic retain its 'Magic' in the future.
AIRTEL BROADBAND:
Bharti Televentures is the fixed line operator business of Airtel In the recent
branding exercise, all the services have been offered under the Airtel brand. Data is the
next driver for growth. This is clear to the operators who have belatedly realized the
implications for having a pie in all the segments of telecommunications. Hence Bharti
ventured in the broadband market.
However, the main contention in the broadband market is the price offering which
includes the bandwidth costs as well as the cost of laying down the copper wire.
Typically, in the mentality of the profit making exercise, Airtel has so far focused only in
those areas where it perceives that a huge market is present. However, I still hold that
their thrust should be in smaller towns and cities where BSNL would ultimately usurp
their potential customer base. It seems that their fancily paid MBAs havent really
understood the success of BSNL who focused on the B and C class cities where it has
drawn unparalleled support despite the lousy customer experiences. This is because of the
absence of any other operator.
The current offerings by Airtel does not really enthuse a potential customer who is
looking at sustained data transfer. It is the classic case of having something better than
nothing.
Page 31
Add to the lousy customer care that Airtel is slowly perfecting, it is staffed with
people who usually land up in their jobs with little idea of their job profile. The so-called
Tech engineers have often been unable to help a customer who is facing issues with the
connectivity. I have read first person accounts for the same.
AIRTELs ENTERPRISE SERVICES
The company is a part of Bharti Enterprises, and is India's leading provider of
telecommunications services. The businesses at Bharti Airtel have been structured into
three individual strategic business units (SBUs) - mobile services, broadband &
telephone services (B&T) & enterprise services.
The mobile services group provides GSM mobile services across India in 23
telecom circles, while the B&T business group provides broadband & telephone services
in 90 cities. The Enterprise services group has two sub-units - carriers (long distance
services) and services to corporate.
All these services are provided under the Airtel bran.
Our Services:
Voice Services
Mobile Services
Satellite Services
Managed Data and Internet Services
Managed e-Data Services
Airtel launches VQE (Voice Quality Enhancer) for the first time in Kolkata.
Page 32
Introducing VQE (Voice Quality Enhancer) for the first time in Kolkata. VQE is a
revolutionary new system that spectrally reduces background noise. It eliminates acoustic
echo, adjusts speech levels in both directions and does away with low or distorted speech
so that every word of yours can be heard clearly, wherever you may be speaking from.
The VQE technology has been sourced from Tellabs of USA, world leaders in
Voice Quality technology. Some of the prominent GSM operators using Tellabs solution
in the world are SingTel, Bell South, Telstra, BT Cell etc.The Tellabs noise reduction
technology removes high background noise from the wireless side of the call thus
delivering near wire line clear call quality on mobile phones. The Tellabs 3000 series of
voice-quality enhancement echo technology also eliminates the complexity of acoustic
echo generated by digital mobiles and hands free kits. So go ahead. Express yourself and
feel the difference on Kolkata's only Non-Stop 2.5G Network
PROMOTIONAL STRATEGY:
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular
market witnessed a surge in cellular services. By 2005, there were a total of 12 players in
the market with the five major players being Bharti Tele-Ventures Limited (Bharti),
Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited (Hutch), Idea Cellular
limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I).
All the players except RIM offered services based on the Global System for Mobile
(GSM) technology. RIM provided services based on Code Division Multiple Access
(CDMA) technology as well as GSM.
As competition in the telecom arena intensified, service providers took new
initiatives to woo customers. Prominent among these were - celebrity endorsements,
loyalty rewards, discount coupons, business solutions and talk time schemes. The most
important consumer segments in the cellular industry were the youth segment and the
business class segment. The youth segment was the largest and fastest growing segment
and was therefore targeted most heavily by cellular service providers.
Page 33
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional

strategy. By 2004 it emerged the unprecedented leader commanding the largest market
share in the cellular service market. (Refer Exhibit II). Hutch implemented the celebrity
endorsement strategy partially, relying primarily on its creative advertising for the
promotion of its brand. BSNL, on the other hand, attracted the consumer through its low
cost schemes. Being a state owned player, BSNL could cover rural areas, and this helped
it increase its subscriber base. Reliance was another player that cashed on its innovative
promotional strategies, which included celebrity endorsements and attractive talk time
schemes. Idea relied heavily on its creative media advertising sans celebrities.
RAHMAN TUNE CROSSES AIRTELS EXCLUSIVITY BARRIER:
Cellular service provider Airtel seems to have hit the right note with its new
commercial starring musician A R Rahman. The commercial which is currently on air has
a beat which also doubles up as a ringtone which is ostensibly available only to Airtel
users. But the interesting part is that the ringtone is being flaunted not just by Airtel
customers but by customers of rival service providers like BPL, Orange and Dolphin as
well!
We did expect the tune to catch up but this has really exceeded our
expectations, admits Bharti Cellulars chief marketing officer (western region) Pratik
Pota. Overall, he explains, it is a great advertising product for Airtel and works like a
walking, talking brand ambassador.
The ringtone which is also the jingle for Airtels TV commercial, is proving to be a potent
advertising tool for the company. It is not very clear what this means for the other cellular
operators. Cellular users have been forwarding the tune to one another, which
Page 34
according to Mr. Pota, has given Airtel a chance to enter the mind of the user
irrespective of which service he opts for.
It gives the user a chance to go back to the Airtel product and acts as a strong
reminder medium, he explains. Marketing professionals like Samsika Marketing
Consultants managing director Jag deep Kapoor point to the usage of an audio
celebrity as something that is significant.
The normal practice is to opt for film stars and sportsmen rather than an audio
personality he says.
Rivals, though seemingly unfazed by the phenomenon, seem to be doing their
own homework on this brand of advertising. While none of them commented on Airtels
strategy and its impact on their own subscriber base, one advertising professional
working with a rival service provider opines that the tune is transient and not likely to
have any long term impact as a brand building tool.
Being the latest entrant in the Mumbai circle, Airtel has had to find ways of
cutting through the clutter.
Says Mr. Kapoor, Airtel will have try to find ways to attract new customers and
convert the existing ones. Explaining that the usage of an audio celebrity was more
strategic than tactical, he adds that non-Airtel users will have the Airtel brand
experience inspire of not using the service.
While Mr. Pota highlights the fact that the usage of the tune by other operators
means free advertising for Airtel and the users having a positive disposition towards the
product, the nature of reaction from competition remains unclear.
Competition will not do well to adopt a knee jerk reaction and will have to come
out with advertising that is well thought out explains Mr. Kapoor. He anticipates a
situation where the new entrant (Airtel) will continue to be more aggressive.
Page 35
TENDULKAR & SHAHRUKH:

Both Tendulkar and King Khan already share the frame for soft drinks major
PepsiCo India. Tendulkar is not the first cricketer to endorse Bhartis Airtel brand. Indian
captain Saurav Ganguly had done so when Airtel launched its service in the eastern
metropolis of Kolkata in 2001.
Though company executives were mum on the value of the Tendulkar deal, those
in the advertising fraternity peg the signing rate for the three-year deal anywhere between
Rs 8 crore and Rs 10 crore.
Both Sachin and Shah Rukh are two of the most sought after celeb endorsers in
the country, with the former edging out the latter in the celeb endorsement race. The
Master Blasters portfolio includes brands like Colgate Pamolive, ESPN-STAR Sports,
Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas and Britannia. The leading brands
endorsed by Khan include Hyundai, Pepsi, Airtel, Tag Huer, Clinic All Clear, Bagpiper
and Videocon, among others.
Page 36
According to company executives, the idea of roping in Tendulkar is in line with

the groups strategy to connect to the mass market through celeb endorsers from movies,
cricket and music. For mass connect, Shah Rukh and Sachin are the best bet as brand
endorsers, says a senior company executive. Bharti plans to launch a multimedia
campaign targeting its service at the mass market.
Chapter 3
Page 37
Need for the

Study
Objectives of the
Study
Period of the
Study
Source of data
Scope of the
Study
Limitations of
the Study
RESEARCH METHODOLOGY
Need for the study:
Page 38
All companies need promotion for their business at some point or another.
Whether its word of mouth or a Television ad more than likely you will find any
number of companies advertising.
The more effective an advertising campaign, the more the customers it draws,
and with greater frequency. Strategies are necessary for any organization in
advertising department of the company as its plays a vital role in todays global
competition. It is of great importance for any company to understand their advertising
strategy. To asses that, the study has been undertaken.
Objectives of the study:

To know the advertising Effectiveness of Airtel Cellular service.
To find out the awareness level of customers about Airtel promotional activities.
To understand customers expectations from the organization.
Period of the study:

The study has been under taken during the period of May 12 2011 to July 11
2011.
SOURCE OF DATA:
Primary Data:
The primary data is collected through a well structured questionnaire. The
questionnaires are distributed among 100 people and their views are recorded.
Secondary Data:
Secondary data means the information already available. Secondary data is
collected from newspapers, websites and company journals.
Scope of the study:
Page 39
The scope of the study is limited. The study is only restricted to the twin cities
(Hyderabad and Secunderabad) and is carried for the period of 2 months with 100
respondents.
Limitations:
Duration of time is limited for the project work.
The results derived may not be appropriate due to less sample size.
Page 40
Chapter 4
Data
Analysis
&
Interpretation
Page 41
DATA ANALYSIS AND INTERPRETATION

1. How do you know about AIRTEL cellular service?
Airtel Known by
Respondents
Percentage
Friends
34
34%
Advertisement
55
55%
Other source
11
11%
percentage
11%
34%
Friends
Advertisement
Other source
55%
INFERENCE:
Page 42
Most of the respondents are know about airtel through advertising that is 55%,
through friends34% and 13% of the respondents known through othersources like if
cusomers are buy nokia they give airtel sim at free of cost,relativies.
2. What feature of AIRTEL forced you to use it?

Features forced to use airtel
Respondents
Percentage
Advertisement
29
29%
Connectivity
10
10%
Schemes
46
46%
Goodwill
20
20%
Features forced to use airtel
19%
Advertisement
28%
Connectivity
10%
44%
Schemes
Goodwill
INFERENCE:
46% of the respondents are forced to use schemes provided by airtel,
29% are more attracted by airtel advertisements to use airtel,20% of the
people believe that airtel good will,10% like to use because of connectivity
Page 43
3. What is your first choice of cellular service when you want to use mobile phone?
First choice of cellular
Airtel
Vodafone
Idea
Aircel
Reliance
Tata indicom
Docomo
BSNL
Uninior
Respondents
40
15
6
2
8
3
13
10
1
Percentage
40%
15%
6%
2%
8%
3%
13%
10%
1%
MTS
2%
FIRST CHOICE OF CELLULAR

Airtel
Vodafone
Idea
10% 1% 2%
13%
3%
8%
2%
Aircel
Reliance
40%
Tata indicom
Docomo
15%
Bsnl
6%
Uninior
Mts
INFERENCE:
Most of the people say that when they wont to use mobile phone their
first choice of cellular service is airtel that is 40%,15% of people choice
Vodafone,6%
use
idea,
tataindicom,13% use
2%
use
aircel,8%
use
reliance,
3%
use
docomo,10% use bsnl,1% use uninor and 2% like to
use mts.
4. Which was your previous telecom service?
Page 44
Previous telecom service

Airtel
Vodafone
Idea
Aircel
Reliance
Tata indicom
Docomo
BSNL
Uninior
MTS
Respondents
20
18
12
4
8
4
5
25
2
2
Percentage
20%
18%
12%
4%
8%
4%
5%
25%
2%
2%
previous telecom service
Airtel
Vodafone
Idea
2% 2%
25%
5%
4% 8%
Aircel
20%
Reliance
18%
4%
Tata indicom
Docomo
12%
Bsnl
Uninior
Mts
INFERENCE:
Most of the people say that their previous cellular service is BSNL that is
20%,18% of people previous
choice Vodafone,12% use idea, 4% use
aircel,8% use reliance, 4% use tataindicom,5% use docomo,20% use airtel,

2% use uninor and 2% like to use MTS.
5. Which feature of airtel is better than your previous cellular service?

FEATURES
Respondents
Percentage
Advertisement
37
37%
Connectivity
19
19%
Page 45
Schemes
44
44%
37%
44%
Advertisement
Connectivity
19%
Schemes
INFERENCE:
37% of the people say that advertisements are better than their previous cellular
service,19% says connectivity good in airtel than previous one and 44% of people says
schemes are more in airtel.
6. Airtel users in your phone book.

Airtel users In phonebook
Respondents
Percentage
Less than 30%
36
36%
30%-70%
49
49%
More than 70%
15
15%
Page 46
airtel users in your phone book
15%
36%
Less than 30%

30%-70%
More than 70%
49%
INFERENCE:
People says that in their phone book 36% of less than30% airtel users are there, between
30% to 70% airtel users there in 49% of people phone books and more than 70% of airtel users
there in 15% of people phone books
7. Type of advertisements you prefer for promoting telecom services?
Page 47
Type of advertisements
Respondents
percentage
prefer to promoting telecom

services
Television
49
49%
Radio
5%
News paper
27
27%
Magazines
11
11%
Wall printing
8%
prefer of promotion
Television
11%
Radio
8%
49%
27%
5%
News paper
Magazines
Wall printing
INFERENCE:
49% of respondents are like advertisement through television in telecom

service,27% of the people like news papers adds,11% are like magazines,8% are like wall
printings and 5% are like radio.
8. Type of advertisement mostly like by people in airtel is?

Most liked advertisement in
Respondents
airtel
Page 48
percentage
Audio visual
63
63%
Print
19
19%
Audio
13
13%
most you liked in airtel adds

14%
Audio visual
Print
20%
66%
Audio
INFERENCE:
In airtel people mostly like audio visual advertisements that is
63%, 19% like print media and 13% are like audio only.
9. Which celebrity of AIRTEL do you like the most?

Most liked Celebrity of airtel
Respondents
Percentage
Sachin tendulkar
37
37%
Sharukh
22
22%
Kareena
12
12%
A.R.Rehman
29
29%
Page 49
celebrity you like

Sachin tendulkar
29%
Sharukh
37%
Kareena
12%
A.R.Rehman
22%
INFERENCE:
37% of people mostly like sachin tendulkar adds in airtel, 22% like sharukh,29%
are like a.r. rehman and 12% of people like kareena.
10. Will you take benefits of schemes offered by AIRTEL?

Opinion
Respondents
Percentage
YES
58
58%
NO
11
11%
Cant say
28
28%
Page 50
29%
60%
11%
YES
NO
Cant say
INFERENCE:
58% of people are enjoyed schemas offered by airtel,12% of people are not
take benefits offered by airtel and 28%cant say about that.
11. What option of AIRTEL do you like from the following?

Option
Respondents
Percentage
NOKIA+AIRTEL
46
46%
AIRTEL MAGIC
21
21%
POSTPAID SERVICES
9%
AIRTEL Broadband
22
22%
Page 51
which is you like

NOKIA+AIRTEL
22%
AIRTEL MAGIC
47%
9%
POSTPAID SERVICES
AIRTEL Broadband
21%
INFERENCE:
The combination of nokia and airtel is like most of the people that
46%,airtel magic like 21%,postpaid services like 9% and 22% like airtel broadband.
12. Do you wish to participate in contests offered by airtel?

Willingness
Respondents
Percentage
Yes
39
39%
No
61
61%
Page 52
participate in contests
39%
Yes
No
61%
INFERENCE:
Most of the people are not to participate in contests offered by airtel that
is 61% and 39 of the people are like to participate in contests offered by airtel.
13. Type of recharge options that you like?

Recharge Options
Respondents
Percentage
More talk time
16
16%
More validity
11
11%
Both
73
73%
Page 53
Recharge options that you like
16%
More talk time

11%
More validity
Both
73%
INFERENCE:
Most of the people like to use more talk time and more validity recharge
options that 73%,16% they like to use more validity recharge options and 11% like to
use more talk time recharge options.
14. Rank the following brands?

Brands
R1
R2
R3
R4
R5
R6
R7
R8
R9
R10
(X1)
W=10
(X2)
W=9
(X3)
W=8
(X4)
W=7
(X5)
W=6
(X6)
W=5
(X7)
W=4
(X8)
W=3
(X9)
W=2
(X10)
W=1
Airtel
34
13
20
11
Vodafone
22
19
16
12
Idea
Aircel
Reliance
10
2
5
17
4
9
24
4
4
13
7
11
12
6
19
8
3
13
7
10
18
3
20
9
2
14
7
4
30
5
Page 54
Tata
15
19
12
13
11
indicom
Docomo
18
16
15
11
BSNL
18
16
13
14
11
Uninior
12
16
26
14
MTS
12
18
22
28
Formula for Weight = wx / w

Airtel
= (34x10)+(13x9)+
(20x8)+(11x7)+(8x6)+(9x5)+(0x4)+(4x3)+(0x2)+(1x1) / 55
= (340+117+160+77+48+45+0+12+0+1+) / 55
= 793/55
= 14.42
Vodafone
= (22x10)+(19x9)+
(16x8)+(8x7)+(9x6)+(7x5)+(12x4)+(2x3)+(4x2)+(1x1) / 55
= (220+171+128+56+56+35+48+6+8+1) / 55
= 723 /55
= 13.22
Idea
= (10x10)+(17x9)+
(24x8)+(13x7)+(12x6)+(8x5)+(7x4)+(3x3)+(2x2)+(4x1) / 55
= (100+151+192+91+72+40+28+9+4+4) / 55
= 716 /55
= 13.02
Aircel
= (2x10)+(4x9)+
(4x8)+(7x7)+(6x6)+(3x5)+(10x4)+(20x3)+(14x2)+(30x1) / 55
Page 55
= (20+36+32+49+36+15+40+60+28+30) / 55
= 346 /55
= 6.29
Reliance
= (5x10)+(9x9)+
(4x8)+(11x7)+(19x6)+(13x5)+(18x4)+(9x3)+(7x2)+(5x1) / 55
= (50+81+32+77+114+65+72+27+14+5) / 55
= 537 /55
= 9.76
Tata indicom
= (3x10)+(7x9)+
(6x8)+(6x7)+(15x6)+(19x5)+(12x4)+(13x3)+(11x2)+(8x1) / 55
= (30+63+48+42+90+95+48+39+22+8) / 55
= 485 /55
= 8.82
Docomo
= (4x10)+(8x9)+
(5x8)+(18x7)+(9x6)+(16x5)+(15x4)+(11x3)+(9x2)+(5x1) / 55
= (40+72+40+126+54+80+60+33+18+5) / 55
= 528 /55
= 9.6
BSNL
= (18x10)+(16x9)+
(13x8)+(9x7)+(14x6)+(11x5)+(6x4)+(4x3)+(5x2)+(4x1) / 55
= (180+144+104+63+84+55+24+12+10+4) / 55
= 680 /55
Page 56
= 12.36
Uninior
= (2x10)+(6x9)+
(3x8)+(9x7)+(4x6)+(12x5)+(8x4)+(16x3)+(26x2)+(14x1) / 55
= (20+54+24+63+24+60+32+48+52+14) / 55
= 391 /55
= 7.11
MTS
= (0x10)+(1x9)+
(5x8)+(8x7)+(4x6)+(2x5)+(12x4)+(18x3)+(22x2)+(26x1) / 55
= (0+9+40+56+24+10+48+54+44+26) / 55
= 313 /55
= 5.69
BRANDS
WEIGHT
RANK
Airtel
14.42
Vodafone
13.22
Page 57
Idea
13.02
Aircel
6.29
Reliance
9.76
Tata indicom
8.82
Docomo
9.6
BSNL
12.36
Uninor
7.11
MTS
5.69
10
INFERENCE:
From the above table it can be inferred that Airtel is most concerned
about customers, followed by Vodafone, Idea, BSNL, Reliance, Docomo, Tata
Indicom, Uninor, Aircel and MTS.
Chapter 5
Page 58
Findings &
Suggestions
Conclusion
Page 59
FINDINGS:
1. 55% of respondents come to know about airtel through advertisements, followed
by 34% through friends and 11% through other sources, like parents, colleagues
and relatives.
2. 46% of respondents are interested in nokia+airtel, 22% like Airtel broadband

services, 21% preferred airtel magic and 9% preferred postpaid services.
3. 63% of respondents mostly like audio visual in Airtel advertisements followed

19% like print media and 13% like audio.
4. 16% of respondents like more talk time and 11% like more validity.73% of
respondents like both.
5. 46% of the respondents are forced to use schemes provided by airtel,
29% are more attracted by airtel advertisements to use airtel,20% of
the people believe that airtel good will,10% like to use because of
connectivity
6. First choice of cellular service is airtel that is 40%,15% of people
choice Vodafone,6% use idea, 2% use aircel,8% use reliance, 3% use
tataindicom,13% use
docomo,10% use bsnl,1% use uninor and 2%
like to use mts.
7. 37% of the people say that advertisements are better than their previous cellular
service,19% says connectivity good in airtel than previous one and 44% of
people says schemes are more in airtel.
8. 49% of respondents are like advertisement through television in telecom
service,27% of the people like news papers adds,11% are like magazines,8% are
like wall printings and 5% are like radio.
9.
In airtel people mostly like audio visual advertisements that is 63%,
19% like print media and 13% are like audio only.
10.Airtel is most concerned about customers, followed by Vodafone, Idea,
BSNL, Reliance, Docomo, Tata Indicom, Uninor, Aircel and MTS.
Page 60
SUGGESTIONS:
1. AIRTEL is successful in grabbing the highest market share in India, but
there are still some recommendations from my study point of view is
that AIRTEL have to increase their advertisements through print
media.
2. AIRTEL not providing more talk time and more validity recharge
options. I recommend that they have to provide that type of recharge
options.
3. People are showing more interest to buy nokia+airtel combination. I
suggest that Airtel have to concentrate on this combination.
Page 61
CONCLUSION:
The conclusion of my study is that AIRTELs Advertising has a major impact its
users. People like its schemes very much .AIRTEL had created a very good image on the
mind of the new users of cellular service. AIRTEL has adopted a very good strategy by
providing a new connection with NOKIA who is market leader in mobile set, many new
users buy Nokia sets and they get a free connection of AIRTEL. AIRTEL is successful in
capturing the highest market share by adopting Celebrity Endorsement Strategy. A.R.
Rehmaans tune for AIRTEL worked as free advertising for AIRTEL as another service
user uses it too. Other celebrities like Shahrukh
Khan (bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in
AIRTEL.
Page 62
Chapter 6
BIBLIOGRAPHY
Page 63
BIBLIOGRAPHY
WEBSITES:
o www.google.co.in
o www.airtel.com
NEWSPAPERS:
o Times of India
o The Hindu
S.NO Title of book
Author
Edition
Publishers
Dr.S.L.Varshney
Third
Sulthan Chand
and sons
Thirteenth
Pearson
Marketing Management
Dr.R.L.Guptha
Marketing Management
Philip Kotler and

Keller
BOOKS:
Page 64
QUESTIONNAIRE
A STUDY ON ADVERTISING STRATEGY OF BHARATI AIRTEL, HYDRABAD
Name of the Respondent:
Age:
Occupation:
Income/month:
1) How do you know about AIRTEL cellular service?

A)
2
Friends
B) Advertisements
C) Other Sources
What feature of AIRTEL forced you to use it?

A) Advertisements
B) Connectivity
C) Schemes
D)
Goodwill
3
What is your first choice of cellular service when you want to use
mobile phone?
Airtel
[ ]
[ ]
Reliance [ ]
Vodafone
[ ]
Tata indicom
BSNL
[ ]
Uninor
[ ]
MTS
Idea
[ ]
[ ]
Page 65
[ ]
Docomo
Aircel
[
Which was your previous telecom service?

Airtel
[ ]
[ ]
Reliance [ ]
Vodafone
[ ]
Tata indicom
[ ]
BSNL
[ ]
Uninor
[ ]
MTS
5
C) Schemes
B) 30% - 70%
C) More than 70%
Type of advertisement you prefer for promoting telecom service?

C) News Paper
D) Magazines
Type of advertisement mostly like by people in AIRTEL is?

A) Audio Visual
AIRTEL users in your phone book? (in %).
A) Television
B) Radio
E) Wall Painting
8
Docomo
Aircel
[ ]
B) Connectivity
A) Less than 30%

7
[ ]
Which feature of AIRTEL is better than your previous cellular service?
A) Advertisements
6
Idea
B) Print
C) Audio
Which celebrity of AIRTEL does you like the most?

A) Sachin Tendulkar
B)
Sharukh C) Kareena
D)A.
R.
Rehman
10)
Will you take benefits of schemes offered by AIRTEL?
A) YES
B) NO
C) CANT SAY
11) What options of AIRTEL do you like from the following?

A) NOKIA + AIRTEL B) AIRTEL MAGIC
D) AIRTEL Broadband
C) Postpaid services
12) Do you wish to participate in contests offered by AIRTEL like BID TO WIN?
A) YES
B) NO
13) Type of recharge options that you like?

A) More talk time
B) More validity
C) Both
14) Rank the following brands.

Airtel
[ ]
[ ]
Reliance [ ]
Vodafone
[ ]
Tata indicom
BSNL
[ ]
Uninor
[ ]
MTS
Idea
[ ]
[ ]
Page 66
[ ]
Docomo
Aircel
[
Page 67

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A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD

Need for the study

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Scope of the study

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Limitations of the study

DATA ANALYSIS AND INTERPRETATION