INTRODUCTION

The Word Cellular has been originated from the English Word Cell. Cellular Telephony is a network of wireless equipment, which use radio waves .The cellular phone sends and receives radio signal to and from nearest cell site, which is connected to the Mobile Switching Center (MSC). The MSC is connected to the conventional local phone network. The use of radio waves as the communication line eliminates the use of wires that tie down to one point. As long as you are in the cellular service area, whether you are moving or stationary you remain connected at all times. When you subscribe to cellular phone service you are provided with a SIM Card (Subscriber Identity Module). The SIM Card is about the size of a regular band credit Card with a microchip, which stores you cellular number and other subscriber information. In the field of cellular telephone, now a day mainly four technique are used which are G.S.M. C.D.M.A, W.L.L, M.P.S./Cellular business based on GSM and P.D.C.S. Technology is spread all over the world. There are about 400 GSM network on air more than 164 countries, totaling close to 473 million subscribers. Different operator allows assessing different type network GSM networks. There are essentially three-type network 900,1800 and 1900GSM.

What is GSM?
GSM stand for Global system for mobile communication. It lays down the common standard for mobile telephone. Which allows the subscriber to use their handsets, in any place, which has GSM coverage. GSM in the PAN European standard for digital cellular telephone services it is worlds fastest growing mobile communication standard. GSM was designed for European market to provide the advantage of automatic, international roaming in multiple countries. GSM system has already been implemented in Asia, Africa and the Middle East Being a digital technology GSM provide crystal clear sound, fewer drop cells, excellent transmission quality and mobility not only in India but even when you are traveling abroad. The Sim card is vital component in GSM operation. The user can store all relevant data for the phone on a removable plastic care. The card can be plugged onto any GSM compatible phone and the phone is instantly personalized for the user.

Bharti Enterprise
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MOU with Wal-Mart for the cash & carry business. It has successfully launched an international venture with EL Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world leader in financial protection and wealth management. Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and 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 business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the B&T business offers broadband & telephone services in 94 cities. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand.

Business Divisions
E-Business Services
We offer an internationally benchmarked, carrier class hosting, storage and business continuity services.A range of services that help to keep your business running the way you want- 24x7. Thanks to our world-class high tech Data Centers. E-Business Services include: Managed Hosting Co-Location BCR Services

Broadband Advantage
Now experience the internet in a new way with Airtel Broadband. It is powered by DSL technology which gives you blazing-fast; secure Internet access as soon as you switch on your computer. We give you the power of limitless discovery on Internet from shopping to banking, paying bills to making new friends and not to mention endless fun & learning for children.

Carrier Services
We are India's first private long distance communications service provider with worldclass Voice and Data communication services. Carrier Services include: Domestic Data Domestic Voice International Data International Voice

Airtels Journey
1992 Government invites cellular Mobile Telephone Bids. 1994 Bharti cellular granted license to provide cellular phone Service in Delhi; JV establish Bharti cellular is born 1995 cellular service Airtel commercially launched in Delhi by Bharti cellular 1996 - cellular service in HP and basic telecom service in MP launched. 1997 Airtel becomes a Mega Millennium network with 1,00,000 subscriber. 1998 Airtel become the total communication service provider with launch of service in Seychelles. 1999 Airtel join the select Global club of service provides with of the art intelligent Network Platform. 2002 Airtel crosses 6,00,000 subscriber base mark.

Excellence Recognition
Voted Best cellular service consistently in 1997, 1998, 1999 &2000. Asia pacific award for most Innovative HR practices 2000 Golden peacock National Training for excellence in training practices 2000 Golden peacock National Quality Award 2001. Bharti Airtel among the top 10 best performing companies in the world according to BusinessWeek IT 100 list

 2006

Bharti Tele-Ventures is the BEST INDIAN CARRIER at Telecom Asia Awards

Bharti Airtel Draws Top honors at the MIC Asia IT Excellence Awards 2006 Sunil Bharti Mittel is CEO of the year at the Frost & Sulivan Asia Pacific ICT Awards 2006 & Bharti Airtel Bags wireless service provider of the year and competitive service provider of the year.

Airtels1st
Introducing the concept of retailing Launching cell- to- cell in Delhi Achieve 10 million calls Introducing of VAS such as smart mail, Fax Facility, Call hold/wait etc. Launch of commercial services Crossing 50 lacks customer Base Launching Web messaging

Our Companies
Bharti Teletech Telecom Seychelles Bharti Telesoft TeleTech Sevices India Fieldresh Foods Pvt. Ltd. Bharti Retail Pvt. Ltd.

BOARD OF DIRECTORS
Management Profiles

Sunil Bharti Mittal Rajan Bharti Mittal Akhil Gupta Manoj Kohli Sarvjit S. Dhillon Daljit Singh Viresh Dayal Senjam Raj Sekhar Ashok Juneja Dr. Jai Menon Hemant Sachdev Narender Gupta Norman Donald Price IV

Tina Uneken Vijaya Sampath Harish Dua Sanjay Kapoor Sanjay Nandrajog Atul Bindal Jayant Khosla K.Srinivas N. Arjun S. Asokan Carol Borghesi Gopal Vittal S. L. Narayanan

Organization Structure

As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bhartis key team players. With effect from March 01, 2006, this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Groups strategic vision.

Bharti Enterprises - Organization Structure

10

COMPANY PROFILE

Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 42,685,530 customers as on May 31, 2007, consisting of 40,743,725 GSM mobile and 1,941,805 broadband & telephone customers. 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 94 cities. The enterprise services group has two sub-units - carriers (long distance services) and services to corporates. All these services are provided under the Airtel brand. Company shares are listed on The Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE).

OUR VISION
By 2010 Airtel will be the most admired Brand in India Loved by more customers Targeted by top talent Benchmarked By more Business

11

OUR MISSION
We will meet the mobile communication need of our customers through: World class network Error free service delivery Innovative products and services State-of-the-art distribution system

OUR VALUES
Innovation Customer First Performance Culture Valuing Partnership Valuing People Responsible corporate Citizenship Ethical Practices

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Our Quality Commitment

We will deliver error-free Mobile communication Service through Customer service Attitude Employee Empowerment Speed Creativity and Continuous Improvement

13

Airtel-Services Airtel-postpaid contract connection

Postpaid are those connections where the customer enters into an agreement to utilize mobile services. Customer is billed as per his usage. Receives a monthly bill for services availed. For a postpaid connection customer has to :

Pay Refundable basic Security Deposit. Fill up the Subscriber Enrollment Form

POST PAID PRODUCTS OF AIRTEL Documents required with SEF:Any one of: PAN No. and details/Form 60/61 Photograph Relevant photo identification

Driving license copy Voters IDs copy Passport Copy

14

Post Paid Product Airtel Pricing / Tariff Plans

It has two Components 1. Airtime 2. Other Network Charges The customer chooses from the tariff Plan offered to them It varies from law user to High User. The customer can shift from one Tariff Plan to another.

Advantages for a Postpaid Customer:

Monthly Billing Various Value added services available Call Details are provided to the customer.

PREPAID PRODUCTS
Magic Distribution:Distributors are typically FMCG

15

The Retails outlets range from Telecom Shops to PCOs Chemists to Stationery Shops

For Magic 3 levels of sales are monitored:Primary : Company to Distributor

Secondary: Secondary: Tertiary: Distributor to Distributor Distributor to Retailer Retailer to end Customer

COUPON
Voucher Rates:1. Recharge Coupon Options
Rate Talk Time Processing Fee Service tax Validity Period Grace period

16

10 20 25 50 100 200 333

6.90 15.80 20.25 40.50 89.00 46.51 333

2 2 2 4 0 131.49 0

1.10 2.20 2.75 5.50 11.00 22.00 0

0 0 0 0 0 30 0

0 0 0 0 0 90 0

Easy charge is an exclusive and paperless recharge facility that gives you complete freedom to for any value anytime, anywhere. What's more, you can choose recharge values that suit your need starting from Rs 10 till Rs 10,000. You can also recharge your prepaid while roaming anywhere across the country.

Here`s how it works:On your request, the dealer will directly recharge your card using his mobile. Just mention your Airtel number and the amount you wish to recharge. Both you and your dealer will receive an SMS in a few seconds confirming the recharge. Just pay your dealer and your transaction is complete Do make sure that the dealer enters your correct mobile number and the amount you wish to recharge. You can dial *123# from your Airtel phone and your current balance will be automatically displayed on your handset screen for a short duration.

Easy Recharge
Rate
10 20 25 50 100 200 299 333 499

Talk value
6.9 15.8 20.25 40.5 89 46.51 49.72 333 99.53

Processing Fee
2 2 2 4 0 131.49 216.39 0 344.58

Service Tax Validity Period

1.1 2.2 2.75 5.5 11 22 32.89 36.63 54.89 0 0 0 0 0 30 90 0 180

17

555 666 786 799 888 1000 1399 1598 1600 111 98 69 47 97 89

555 666 786 99.24 888 790 48.67 1322.21 1423.99 111 0 0 0 0 0

0 0 0 611.87 0 100 1196.44 100 0 0 87.22 61.41 41.83 86.33 79.21

61.05 73.26 86.46 87.89 97.68 110 153.89 175.79 176.01 13.72 10.78 7.59 5.17 10.67 9.79

0 0 45 365 0 45 730 60 60 0 30 30 0 30 30

* Easy Recharges are available in all denominations in the range of Rs.10/- to Rs.9999/* 495 easy Recharge: Lifetime Validity as per licence period subject to change in case of any Regulatory or Licensing changes in future. UP East License validity is till Feb. 9, 2024 * 111 Maha Top Up: Available only for lifetime subscribers * 69 Tariff Voucher: offers Local A-A calls & SMS @ 50p,calls and SMS to A-M @ 70p,calls & SMS to A-L @ Re1 &STD calls to any number @ Rs 2.65.Validity 30 days * 98 Tariff Voucher: offers local calls& SMS from A-A @ 30P,A-M @ 50p.A-L@ Re1.STD @ Rs.1.5 .Validity 30 days * 47 Tariff voucher for Lifetime subscribers offers local mobile calls within UP and Uttaranchal @ 49 p/min * 97 Tariff Voucher for Lifetime subscribers offers A-A & A-M Local Calls in UP & Uttaranchal @ 49p/min * 89 Tariff Voucher offers local calls& SMS from A-A @ 50P, A-M @ 75p.A-L @ Re1.00 .STD @ Re.1.00 .Validity 30 days. Not applicable for Lifetime Subscribers

Airtel Pre-paid Power pack

Pulse Rate Price of Pack (Rs.) Free Airtime on Pack (Rs.) Incoming Calls (Rs.) 60 seconds Rs 100/Worth Rs 100/Free

18

Airtel

GSM / CDMA (10 Digit) Rs 2.00/min for UP & Uttaranchal Rs 2.65/min

Landline / WLL Rs 2.00/min for UP & Uttaranchal Rs 2.65/min

LOCAL RATES (Rs./min)

Rs 2.00/min for UP & Uttaranchal Rs 2.65/min Rs 6.40/min

STD RATES (Rs./min) ISD (Rs./min) USA, Canada, Europe (Fixed Line), Australia, Singapore, Hong Kong, Thailand, Malaysia, Indonesia, New Zealand. Gulf, Europe (Mobile), SAARC countries, Africa & Rest of the world

Rs 9.20/min

Cuba, Sao Tome & Principe, Rs 40.00/min (ROW2- Sakhalin, sao Tome & Guinea Bissau, Diego Garcia, Principe, Nauru, Solomon Islands, Vanuatu, Cook Islands, Tuvalu, Tokelau, Norfolk Island, Sakhalin SMS (Rs.) Local National International Re 1/Rs.2/Rs.5/-

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VALUE ADDED SERVICES

Airtel in order to make cellular telephony an integral part of a users life and to empower his / her lifestyle while on the move offers various other facilities called value Added Service.

These value Added Services can be divided into

1. 2. 3. Call Management Services Voice Data

1. Call Management Services:

CLIP Call Wait / Hold Call Divert

Value Added Services CLIP Not Available it is included in Rent.

1. Caller Line Identification Presentation
Enables the display of the number that is calling the subscriber. If the calling persons name has been entered in the phone book the calling persons name is flashed. Enables the subscriber knowing who is calling before accepting the call. Enables the user being able to opt answering the call or not.

20

Advantages to the Customer.

Has the option to reject unwanted calls. Saves airtime on calls he does not wish to answer. Can call the caller from a landline.

Value Added Services Call Wait/Hold

2. Call Wait / Hold
If the subscriber is taking a call and somebody else calls the subscriber is alerted through a sound alert. The subscriber then has the option to either putting the call in progress on hold and answering the new call or rejecting the new incoming call.

3. Billing & Charges

There is no monthly charge for this facility but the subscriber has to pay the incoming rate for both the calls.

Advantages to the customer:

Ensures the customer does not miss any call. Can talk to 2 callers alternatively.

Value Added Services CLIR

21

4. Call Line Identification Restriction

When some one calls a cell phone user who has CLIP the callers number is displayed on the LCD screen. The CLIP restricts a subscriber number being displayed when he / she calls.

Advantages to the Customer

Can make calls without the party receiving knowing who is calling. Chances for rejection of calls lesser.

Value Added Services Call Divert 5. Call Divert

When the subscriber does not wish to answer a call on his cellular phone he/she can divert the call to any other cellular/land line or voice mail number. There are various options that the user can set for call divert: Unconditional I.e. all calls to be diverted When busy When the call is not answered When the phone is off or there is on coverage

22

BILLING & CHARGES

Monthly subscription Nil When a call is forwarded to an MTNL number: Outgoing airtime and MTNL charges.

Value Added Services Call Divert Billing & Charges: When a call is diverted to another cellular number. Outgoing airtime and the cellular number it has been diverted to will be charged its incoming airtime.

Advantages to the Customer: Can transfer the calls to another number or voice mail. Ensures that call handled in the manner that he / she wants.

23

Value Added Services SMS

SMS Short Message Service
One of the capabilities of the GSM technology is the sending and receiving of short receiving of short text message through the cell phone. Message that can be sent through SMS can be only up to 165 characters in length. This facility can be used to send messages, greeting or memos. If the user is the coverage area or the cell phone is switched off the message is stored and the receiver will get the message when he is back in the Air Tel service area and his handset is switched on.

Value Added Services SMS How to use the SMS Service?

Go to the message menu and set service Center to +91989701914 / 5 To send a message go to the write message menu key-in the message and send it to the persons cellular number. When the subscriber receives a message his / her display screen will flash a message the user can then go to the read message option to read the message.

Advantages to the Customer

Can send greetings / memos etc.

24

Can store a message and send the same to multiple numbers. Can get a message through the people even when the receiving party may be unable to answer the phone. Complete assurance of the message getting through

Value Added Services E-mail

Airtel through its e-mail services adds the power of the Internet to the cellular phone. Directly send the message to your e-mail address which would be 9L xxxxxxxxxx @ airtelmail.com For eg. If the users mobile number is 9810012345 then the email address would be 919810012345@airtemail.com

Value Added Services e-mail

Sending e-mail from a handset
Go to write message menu Type in the e-mail Id that he / she wishes to send the message After a space type the message to send Send the message to the address .

25

CELLULAR MARKET PROFILE INDIA

According to WTO estimates, in the current dispensation of global trade, the market of fastest growing world of telecommunications is worth well half a trillion dollars per year. Though one of the last mobile markets to be liberalized in Asia, the Indian market for cellular communications service and equipments is expected to mushroom from, virtually nothing in 1994 to over $ 2.3 billion in 1999, transforming the country into one of the largest mobile communications market in India. Cellular communications service is now emerging as a notable market segment in Indias telecom sector. Though India has a fairly large telephone network, made up of over 21,328 exchange & 12.6 million working connections, hardly every citizen has easy access to a phone, Long delays caused by Govt. policy, bureaucratic bottlenecks, growing backlog of people o waiting list to get a telephone line. All this has added the urgency to introduce alternatives to wireless services. As DOT recognized that it could not finance the introduction and operation of mobile communication service it choose to allow the private sector to alleviate the pent up demand by offering cellular service.

26

1992 was an important year for Indian telecommunications. In mid 1992 the decision to deregulate the cellular services sector in India took place. DOT planned the award of cellular licenses in two phases. Phase-I entitled the issuance of two licenses in each of four metro cities while Phase-II covered the rest of country. For phase-II of licensing process the country was divided into circles roughly along state boundaries. These circles were further divided into three categories-A, B and C DOT received bids from 33 consortia. A special division within the DOT evaluated the bids and short listed companies.

REGULATORY TRENDS
TERMS OF LICENSE Companies that are awarded licenses were required to give performance guarantee of $ 666,000 to be used if they failed to meet the quality service criteria within first year of operations. In the first year 10% of the total amount has to be up front in cash while a bank guarantee has to be used for remaining 90%. Each license is for 10 years with a provision of 5 year extension. After 5 years Indian will have the option of buying out their foreign partner. In order to qualify the cellular bids, bidding companies were require to have a minimum of 3 years experience with at least 1,00,000 subscribers, a stipulation that has forced Indian companies to team with foreign groups.

27

MARKETING MIX
The idea of marketing mix was first conceived by Prof. Neil H. Bordon of Harvard Business School, according to him the marketing mix refers to the apportionment of efforts, the combination, the designing and the integration of the elements of the marketing into a program or mix which on the basis of an appraisal of the marketing force will best achieve the objectives of an enterprise at a given time. The marketing mix is a very important concept in present marketing environment. McCarthy has popularized a four-factor classification of these tools called

FOUR Ps: (i) Product (ii) place (iii) price and (iv) promotion.

There are various types of tools within these four Ps. Product: Variety, Quality, Design, Features, Brand name, Packaging,
Sizes, Services, Warranties, Returns.

Price: List price, Discounts, Allowances, Payments, and Credit Terms Place: Channel, Coverage, Assortments, Location, Inventory, Transport Promotion: Sales Promotion, Advertising, Sales Force, Public Relation, Direct
Marketing.

28

MARKETING RESEARCH PROCESS

In carrying out there marketing responsibilities marketing manager need a great deal of information. Despite the growing supply of information, managers often lack enough information of the right kind or have too much of the wrong kind or have too much of the wrong kind. To overcome these problems, many Companies are taking steps to improve their marketing information system. The MIS (Marketing Information System) develops information and helps managers to use it more effectively. Internal records provide information on sales, Costs, inventories, cash flow and account receivable and payable. Such data can be obtain quickly and cheaply, but often be adopted for marketing decisions. The marketing intelligence system supplies marketing executives with everyday information about developments in the external marketing environment. Intelligence can be collected from Company employees, Customers, Suppliers and resellers, or by monitoring Published reports, conferences, advertisement, competitor Actions and other activities in he environment. Marketing Research involves collecting information relevant to a specific problem facing the company. Every marketer needs marketing research, and most large companies have their own marketing research departments. Marketing research involves a fort steps process.

The first step Consist of the managers are researcher carefully defining the problem
and setting the research objectives, the objectives may be exploratory, descriptive or casual. 29

The second step Consist of developing the research plan for collecting data from
primary and secondary sources. Primary data collection calls for choosing a research approach (observations, survey and experiment); choosing as contact method mail, telephone or Personal); designing sampling plan, (whom to survey, how many to survey and how to choose them); and developing research instruments (questionnaire, mechanical).

The third step Consist of implementing the marketing research plan by collecting
Processing and analyzing the information.

The fourth step Consist of interpreting and reporting the finding. Further
information analyze help marketing manager to apply the information and provide advance statistical Procedures and modes to develop more rigorous findings from the information. Finally the marketing information system distributes information gathered from internal sources, marketing intelligence, and marketing research to the right managers at the right managers at the right time, the marketing research may be summarized as Follows:

30

The Marketing Research Process

Defining the problem & research objectives

Developing the Research plan for collecting information

Implementing the research Plan

Collecting and analyzing the data

Interpreting and reporting the Findings.

31

RESEARCH METHODOLOGY

All Progress is born of inquiry doubt is often letter than overconfidence for it leads to inquiry & inquiry leads to invention HUDSON MAXIM
The above maxim clearly brings out the significances of research for any development growth to take place. The research under taken for this project is both descriptive Analytical in nature. It is descriptive because it attempts to describe the state of affairs, as it exists in the cellular market at present. It is analytical for it user available facts information for analysis to made a critical evaluation of the material. Further this repost is a result of both qualitative quantitative researches. For qualitative research Projective techniques like open ended have been put to use quantitative research has helped to quantity data into information.

32

RESEARCH DESIGN
A research design is the arrangement of the conditions for collecting, analysis of data in manner that aim to combined relevance to the research purpose with economy in processor that is to save the time and costs. In this particular Project I have to find out the potential Retailer and to analyze the market scenario of Airtel Product.

Research Technique
To start working upon the project, I adopted the following research techniques. 1. 2. Survey of potential retailer and Subscriber through questionnaire. Daily visit to the different Prospective Retailer.

Method used in Processing the Data:I surveyed Shopkeepers of various classes such as P.C.O., General Stores, Book stale; Stationary, Medical Stores, Net caf, Pan Shops, gift shops, Photo state, Electronic shops Mobile Shops. I have used Percentage method and comparative study method to analyze the information that gathers from the questionnaire and informal meetings.

1. (A)

DATA SOURCES: PRIMARY DATA:

The primary data was collected through questionnaire administration.

33

(B)

SECONDARY DATA:

MAGZINES NEWSPAPERS AUTHORISED DEALERS-AIRTEL

2.

RESEARCH APPROACH:
The survey approach was used to collect the primary data from the potential Retailers and Subscribers.

3.

RESEARCH INSTRUMENT:

Questionnaire of the copy which has been provided in the appendix.

4.

SAMPLING PLAN:
(a) (b) Sampling Unit-Top , Middle & Lower class Shopkeepers & offices. Sample Size-100.

5.

CONTACT METHOD:
(i) Market study-visited the Airtel outlets & Markets at various areas & various shops in Allahabad. (ii) Field Survey-Visited the respondents personally.

34

RESPONDENT PROFILE:
(A)
1. City 2. Density 3. City Type

GEOGRAPHICS:
Allahabad Urban B Class

(C)PSYCHOGRAPHICS:
1-Social Class 2-Lifestyle 3-Personality

(D)BEHAVIOUAL:
1-Occasions 2-Benefits 3-User Status

35

RESEARCH OBJECTIVE
The purpose of my research was to know the market size of the subscribers of institutional segment and find out the potential market of Airtel products. The purpose of the company to allotting these objectives to us that are as follows: To create the awareness of newly launched schemes related to Retailers and among the customers of institutional segment. To help in sale of Airtel products by observing there needs. To know the views of Subscribers and Retailer of institutional segment regarding Airtel product. Find out the satisfaction level from the Retailer and Subscribers that are already using Airtel. To estimate the success percentage of Airtel in institution segment.

SWOT ANALYSIS
Strength:Airtel was the 1st one to give all India Rooming Services in U.P. (E) there by it has been advantage of being a leader in U.P.(E). Wide network of franchises & marketing associates with enthusiastic sales team. It has its 24 hrs customer care service. Offer Numbers of value added services to the customer. Having an internal communication system called RUG.

36

 Airtel provide high level signal transmission for stable & ensure network. Airtel in India has backed by the financial Muscles of Bharti group. Airtel provide the widest coverage more than any other circle service providing in the country. Proper & regular advertisement by which customer can easily know about various charge & new scheme.

Weakness: Some Retailers not satisfied with the services of the company. There is no any credit term for starting Business. Airtel have less highway coverage so customer cant use mobile on highways. Due to Low profit Margin Some retailer have no interest to keep the airtel product. Somewhere the service of Distributors and salesman are not too good Business of customer care department, reduce the satisfaction of customers.

Opportunities: There is magic Scheme for retailer after achieving their target. There are huge opportunities in cellular market. Now mobile do not use just to talk to one but to check bank accounts, to send message etc. Airtel is providing Internet & E-mail facilities to its customers.

37

Threats: There is very tuff competition with Reliance, Tata indicom, and BSNL. Market is too price sensitive. There is very tuff competition with Idea and Hutch also. Govt. has given the license to other companies to Providing their cellular services in U.P. so there is no monopoly of Airtel.

RELIANCE TELECOM
Late Sh. Dhirubhai Ambani built Reliance from scratch to be in the reckoning place in the Global Fortune 500 list. This achievement is even more laudable due to the fact that the entire growth was achieved in an organization and in a span of just 25 years. Sh.Dhirubhai Ambani, founder Chairman of the Reliance Group, had sensed that education alone empowers people. He employed telephone as a powerful tool to achieve goals, like, to defeat the distance, to compress time and to remain at the helm of the events. He was acutely aware of the power of the information communication and was of the conviction that Infocomm would mobilize enterprises, galvanize governance, make livelihood an enjoyment and living an excitement. Reliance Infocomm is a fascinating outcome of this powerful conviction.

38

INFOCOMM BUSINESS

Relianec Infocomm offers a complete range of telecom services such as mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide range of value added services and applications that will enhance the productivity of enterprises and individuals. Reliance India Mobile, the first of Infocomms initiatives was launched on December 28,2002 the 70th birthday of Sh. Dhirubhai Ambani.

RELIANCE GROUP
Reliance group founded by Sh. Dhirubhai Ambani(1932-2002),Indias largest business house with total revenues of Rs.80000 Cr,Cash Profit of over Rs.9800 Cr, net profit of Rs.4700 Cr and Exports over Rs.11900 Cr for the last financial year.

Reliance group of companies consists of: Reliance Capital Ltd., Reliance Industrial Infrastructure Ltd, Reliance Mutual Fund Ltd.,Reliance Infocomm Ltd.,Reliance General Insurance Ltd.

39

COVERAGE
60000 km of optic and fibre backbone that connects over 90% of population.

Wireless network being rolled out in 600+ cities initially with plan to expand to the entire mass of India by 2008.

2588 Base transreceiver stations (BTS) across the country focussing wireless
network.

40

PREPAID IN INDIA

41

1998

2003

1997

1999

2000

2001

2002

2004

Share of Prepaid GSM Industry In the last six months 80-90% net adds are Prepaid

42

2005

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

0%

Core Elements of Prepaid

43

44

PREPAID MARKET SEGMENTS

Most prepaid users are cost conscious.

Flexibility Seekers

Low Budget users

45

 Credit Challenged Users

Temporary Users

Factors that attract these segments

The ease of entry

The recharge voucher flexibility

Prepaid- gives control and convenience

Pay the money upfront through recharge vouchers and get certain fixed talk time and data usage for a given period. As we use, charges get deducted online, real time.

Self service to ensure that all customers needs are just a few buttons away.

46

PREPAID OPERATION ORGANISATION

Prepaid sales and distribution IN Operations and Maintenance Prepaid Revenue Operations Prepaid Contact Central Desk

SUPPORT GROUP
Product Management Central Logistics Commercial Procurement

47

48

PREPAID REVENUE OPERATIONS Consists of three groups

-Recharge card operations: recharge cards production and supply chain management

-IN tariff operation: all tariff plan configurations, tariff table maintenance and testing

-Resolution desk: closing various trouble tickets related to call charges, recharge credits and prepaid account problems.

49

MARKETING MIX

The idea of marketing mix was first conceived by Prof. Neil H. Bordon of Harvard Business School, according to him the marketing mix refers to the apportionment of efforts, the combination, the designing and the integration of the elements of the marketing into a program or mix which on the basis of an appraisal of the marketing force will best achieve the objectives of an enterprise at a given time.

The marketing mix is a very important concept in present marketing environment.

McCarthy has popularized a four-factor classification of these tools called

FOUR Ps: Product, place, price and promotion.

There are various types of tools within these four Ps.

Product: Variety, Quality, Design, Features, Brand name, Packaging,

50

Sizes, Services, Warranties, Returns.

Price: List price, Discounts, Allowances, Payments, and Credit Terms

Place: Channel, Coverage, Assortments, Location, Inventory, Transport

Promotion: Sales Promotion, Advertising, Sales Force, Public Relation, Direct Marketing.

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MARKETING MIX STRATEGY

Promotion Mix

Offer Mix

Company

Product Services Prices

Advertising Sales Promotion Sales Force Public Relation Direct Marketing

Target Distribution Channel Customer

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Reliance has planned in marketing mix in such a way that Product, place, price and promotion compliments each other. The product is targeted to the middle and lower income group segment, the price is kept to suit to the pockets of lower income group of the middle class segment, while the sales promotion schemes are launched to induce first trial. The main thrust area is that it should be available at the maximum retail outlets.

RIM brand has been strategically launched all over country and has been accepted by its target customers very successfully.

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Identifying the Market Segment

Whenever the market for a product or service consists of two or more buyers the Market is capable of being segmented i.e. divided into meaningful buyer groups. The purpose is to determine differences among buyers, which may be consequential in choosing away them or marketing to them. The customers are too numerous, varied, and dispersed in their buying behaviour and requirements. The company instead of competitive everywhere, often against superior odds, needs to identify the most attractive market segments that it can serve effectively. The market consists of buyers and buyers differ in one or more respects. They may Differ in their wants, purchasing power, and geographical locations, buying Attitudes and buying practices. Any of these variables can be used to segment the market.

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Steps in Market Segmentation, Targeting, and Positioning

Market Segmentation

Market Targeting

Product positioning

1.Identify segmentation 3. Evaluate the variables and segment attractiveness of market. each segment. 2. Develop profiles of 4. Select the target resulting segments . segment(s).

5. Identify possible positioning concepts the for each target . 6. Select, develop and communicate the chosen positioning.

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Major segmentation variables for mobile market

Geographic
1-Region 2-State Size 3-City Size 4-Density 5-Climate

Demographic
1-Age 2-Sex 3-Family Size 4-Income 5-Family Life Cycle 6-Occupation 7-Education

Psycographic
1-Social Class 2-Lifestyle 3-Personality
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Behavioral
1-Occasions 2-Benefits 3-User Status 4-Usage Rates 5-Loyalty Status 6-Readiness Stage 7-attitude towards product

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Selecting the Market Segments

After evaluating different market segments the company hopes to find one or more market segments worth entering. The company must decide which and how many segments to serve. There are five patterns of selecting the target market.

1- Single Segment Selection 2- Selective Specialization 3- Product Specialization 4- Market Specialization 5- Full Market Coverage

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Determinants of Customer Added Value

After analyzing the market segments and the company strategies for selecting the market segment we need to analyze the values of ITC brand John Players that play an effective role on how the customer perceives the brand.

PRODUCT VALUE SERVICE VALUE

TOTAL CUSTOMER VALUE TOTAL DELIVERED VALUE

PERSONAL VALUE

MONETARY VALUE TOTAL CUSTOMER PRICE

TIME

ENERGY COST PSYCHIC COST

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IMPLEMENTATION OF MARKETING MIX STRETEGY Reliance Prepaid Branding

Brand to be called RIM Prepaid Rationale: a short trendier name Imagery: young, trendy and aspirational, but would reflect the confidence to emotionally connect with the consumer.

RIM Prepaid Brand Positioning

Brand is positioned on the Confidence platform. Appeals to all consumers segments Unique in the category RIM prepaid to own this- both at a Rational and Emotional level.

Confidence is a relevant category proposition

A mobile phone makes me feel socially more acceptable and confident.

The brand proposition

Much like my confidence in my own capabilities, I have confidence only in RIM
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Prepaid to offer me the best value and to deliver what it promises.

This proposition is supported by product offerings - Handsets, Best call rates, Maximum card validity

RIM Prepaid Launch Plan

1. Retail Visibility Shop Signages Distinctive looks, 6-L square feet signage is provided to retailers Display Contests are run among retailers 2. Mass Media TV Press Outdoor Radio FM

Cinema
3. Below the line activities Road shows, kiosks, joint promotion Distributor launch events 4. Co-branded campaign with Motorola Posters Buntings
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Flex wall hangers

ADVANTAGES OF PREPIAD

WIN WIN FOR CUSTOMERS -LOW MONTHLY SPEND

-NO DEPOSITS -CONTROL ON COSTS -FLEXIBILITY

WIN WIN FOR OPERATORS -LOWER SERVICE COST PER SUBSCRIBER NO COST OF
& COLLECTION - CASH UP-FRONT - NO BAD DEBTS - SATISFIED CUSTOMERS BILLING

WIN WIN FOR CHANNEL PARTNERS

-CONTINUOUS REVENUE GENERATOR -LOW INVESTMNET IN SPACE / LOGISTICS -LOW SELLING EFFORT A MARKET PULL PRODUCT -SELLING EFFORT ONLY FOR ACQUISITION RECHARGE CARDS SALES A BY PRODUCT

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The Research Process

The brief representation of flow chart is as :

Conceptualization

Identification of the problem

Extensive Literary Working Hypothesis

Research Design

Sample Design
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Data Collection Analysis of the Data Findings & Documentation

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PURPOSE

We are witnessing a kind of sea change in IT related product marketing and among the top companies who are in this field are RELIANCE INFOCOMM LTD.

We all know that the mobile industry is rapidly growing in our country and the future of mobile companies are very bright as we are in the very thresh hold of mobile revolution. Comparing China we are still far behind the ratio of mobile phone users per thousand and the industry is predicting that there would be over 100 million mobile phone users in India by year 2008. The purpose of the study is to understand the competition posed by various GSM and WILL services providers in U.P. (East) and to analyze the process of covering the major chunk of the market segments of Mobile phone users of the area. Reliance Infocomm is a major player and fast becoming a force to reckon with in U.P. (East) already is having 3 lac subscribers in the area.

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Aim
To understand the Marketing Mix Strategy of the RIM PREPAID.

Objectives

To analyze the buying behavior of the market segment vis--vis marketing mix strategy of RIM-PREPAID. To measure the efficiency of the marketing mix strategy of competitors for prepaid services. To analyze the 4 Ps of the after launch campaign has prepaid services.

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SUGGESTIONS & RECOMMENDATION

In the 45 days time period of my Summer training I have came to know what retailers think about Airtel is doing very well, but still there are some problems of existing retailers for improving the retailers satisfaction and awareness level but we should take the following steps which will not only improve the level of satisfaction but will also provide the market share in the long run. On the basis of my survey I am giving following

suggestions
(1) Billing Problem: The number of existing retailers of the company one facing billing
problem. The main problem under this in the adjustment it is not adjustable in the larges bill. To avoid these entire problems I suggest the company to immediately update the account of a retailers when they receive bill from them. Due to his billing problem customer mostly prefer the Airtel. So if Airtel Mobile communication Ltd. Will cope with this problem they can get more retails outlets. (2) Improve the signals on the highway whenever they are weak. (3) If Airtel wants to target Industrial segment they should give some debate to the retailers & subscribers who are working in institution segment. 67

(5)To clear all these doubts company should organize various Programmers. Road Shows, Campaigns in which retailers as well as customers problem are solved. By doing this company can attract many people for there connection. (6) For achieving more than target company should motivate its sales forces by providing monetary and non-monetary incentives to retailers for their good performance. (7) Most of the customer complaint about the high cost of Airtel in roaming circles. So, I suggest the company to reduce the cost by seeing the competitors who might come in a recent further (BSNL). (8) Company should offer different attractive Schemes on special occasion like different Festival Diwali, Holi etc. to motivate retailer to take Business.

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CONCLUSIONS

Task Ahead of cannot be greater than the force behind you

For this project report I understood about the retail expansion the project work has given me deep insight of management of retail expansion of different companies any one can understand that there is no consideration which Between theory & practical which I had learned while preparing this project report

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BIBLIOGRAPHY
1. 2. 3. Kotler Philip, Marketing Management. Kotler and Armstrong, Marketing Management Kothari C.R., Research Methodology.

INTERNET
2. www.bharti.com 3. www.google.com 4. www.airtel.in

SOFTWARE USED
1. MICROSOFT WORD

2. MICROSOFT EXCEL

Contact

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Bharti Tele-Ventures Limited

(A Bharti Enterprise) Qutab Amibience (at Qutab Minar), Mehrauli Road, New Delhi - 110 030

Tel. No.: +91 11 4166 6000 Fax No.: +91 11 4166 6011/12

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DATA ANALYSIS

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 Which company is the leader in mobile service Technology?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA 270 30 290 10 245 5

73

 Which is a pioneer in coming up with innovative products and services in mobile service technology?
AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA 200 100 250 50 260 40

74

 Which company gives good promotional offers/

schemes?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

140 160 200 100 250 50

75

 Which of the following companies offers good tariff plans and schemes?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

156 144 140 160 200 100

76

 Which connectivity is used by a lot of people?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

250 50 200 100 295 5

77

 Which company doesnt have any hidden costs?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

250 50 200 100 295 5

78

 Which connectivity is easily affordable?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

160 140 160 140 250 50

79

 Which company consistently offers customers

correct billing?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

155 145 50 250 250 50

80

 Whose advertising people like a lot?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

160 140 280 20 60 240

81

 Which company has wide range of value added service that suit respondent needs?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

150 180 200 100 180 120

82

 Which company has a large network of dealers

and service centers?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

160 140 290 10 110 190

83

 Which company provides good voice clarity while making calls?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

155 145 190 110 160 140

84

 Which company is an honest brand?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

170 130 100 200 180 20

85

 Which company provides good Value for money for the price at which it is available?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

190 110 200 100 290 10

86

 Which company is an upcoming brand?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

150 150 250 50 200 100

87

 Which company is a warm and friendly brand?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

170 130 190 110 260 40

88

 Which company is a reliable / trustworthy brand?

AIRTEL HUTCH RELIANCE TATA INDICOM MTNL IDEA

270 30 190 110 290 10

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