A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD by chandrababua

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									  A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD


Chapter       Chapter name                                        Page
number                                                            number
   1          INTRODUCTION                                        2
              Introduction                                        3-6

              Industry profile                                    7-11

              Company profile                                     12-17

   2          REVIEWOF LITERATURE                                 19-35

   3          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

   4          DATA ANALYSIS AND INTERPRETATION                    38-56

   5          FINDINGS                                            58

              Suggestions                                         59

              Conclusion                                          60

   6          Bibliography                                        62


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A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD




Chapter – 1




                              Introduction
                              company Profile
                              industry Profile
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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               to
fulfill stakeholder expectations".

In other words, strategy is about:


* Where is the business trying to get to in the long-term (direction)

* Which markets should a business compete in and what kind of activities is involved in


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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




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Scenario Planning - a technique that builds various plausible views of possible futures
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
business’s 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 business’s "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.


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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
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.




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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
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.




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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
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


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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
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

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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.


     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.




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COMPANY PROFILE

       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).



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Bharti’s Mission:

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.




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The composition of the Board is as under:

        Sunil Bharti Mittal
        Rajan Bharti Mittal
        Akhil Gupta
        Rakesh Bharti Mittal
        Chua Sock Koong
        N. Kumar
        Kurt Hellstorm
        Donald Cameron
        Paul O’Sullivan
        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

      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.




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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 (SBU’s) –

    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,
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




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   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 Bharti’s 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




                      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. Demographics—Age, gender, job, income, ethnicity, and hobbies.
   2. Behaviors—When 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 Desires—here 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:

      Print—primarily newspapers (both weekly and daily) and magazines.
      Audio—FM and AM radio.

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      Video—Promotional videos, infomercials.
      World Wide Web.
      Direct mail.
      Outdoor advertising—Billboards, 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?
      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



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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 consciousness—be 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
that has "50% off" in bold black letters is not just easy to read, but it is also easy to
understand.




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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
       Competitive approach
       Market share
       All available funds
       The task or objective approach




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   The easiest approach—and thus the one that is most often used—is 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:


      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




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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.

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.

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        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 Act—Outlines required safety guidelines and prohibits
        the sale of harmful products.
       Child Protection and Toy Safety Act—Prohibits the sale of toys known to be
        dangerous.
       Fair Packaging and Labeling Act—requires that all packaged products contain a
        label disclosing all ingredients.
       Antitrust Laws—Protects trade and commerce from unlawful restraints, price
        deception, price fixing, and monopolies.

   Many complaints against advertiser’s center on allegedly deceptive advertisements,
so small business consultants urge entrepreneurs and business owners to heed the
following general rules of thumb:




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   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 Asia’s best – SingTel, and now world’s best – Vodafone.
            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

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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,
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.




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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 haven’t 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.

       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.

AIRTEL’s 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 (SBU’s) - mobile services, broadband &
telephone services (B&T) & enterprise services.


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       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.

       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




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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.

       Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional
strategy. By 2004 it emerged the unprecedented leader commanding the largest market
share in the cellular service market. (Refer Exhibit II). Hutch implemented the celebrity
endorsement strategy partially, relying primarily on its creative advertising for the
promotion of its brand. BSNL, on the other hand, attracted the consumer through its low
cost schemes. Being a state owned player, BSNL could cover rural areas, and this helped
it increase its subscriber base. Reliance was another player that cashed on its innovative
promotional strategies, which included celebrity endorsements and attractive talk time
schemes. Idea relied heavily on its creative media advertising sans celebrities.




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RAHMAN TUNE CROSSES AIRTEL’S 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 Cellular’s 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 Airtel’s TV commercial, is proving to be
a potent advertising tool for the company. It is not very clear what this means for the
other cellular operators. Cellular users have been “forwarding” the tune to one another,
which according to Mr. Pota, has given Airtel a chance to enter the “mind of the user”
irrespective of which service he opts for.

        “It gives the user a chance to go back to the Airtel product and acts as a strong
reminder medium,” he explains. Marketing professionals like Samsika Marketing
Consultants’ managing director 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 Airtel’s
strategy and its impact on their own subscriber base, one advertising professional
working with a rival service provider opines that the tune is “transient” and not likely to
have any long term impact as a brand building tool.


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       Being the latest entrant in the Mumbai circle, Airtel has had to find ways of
cutting through the clutter.

       Says Mr. Kapoor,” Airtel will have try to find ways to attract new customers and
convert the existing ones.” Explaining that the usage of an audio celebrity was more
“strategic than tactical”, he adds that non-Airtel users will have the Airtel “brand
experience” 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.




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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 Bharti’s 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 Blaster’s 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.

        According to company executives, the idea of roping in Tendulkar is in line with
the group’s 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.




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Chapter – 3




                           Need for the Study
                           Objectives of the Study
                           Period of the Study
                           Source of data
                           Scope of the Study
                           Limitations of the Study

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               RESEARCH METHODOLOGY
Need for the study:
        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 today’s 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.




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Scope of the study:
      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.




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Chapter – 4




                               Data Analysis
                                              &
                                Interpretation


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   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
               55%                                            Other source




INFERENCE:

          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.




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   A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD


   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

                           20%              29%
                                                                Advertisement
                                                                Connectivity
                                                  10%
                                                                Schemes
                     46%
                                                                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




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3. What is your first choice of cellular service when you want to use mobile phone?


First choice of cellular             Respondents               Percentage
Airtel                               40                        40%
Vodafone                             15                        15%
Idea                                 6                         6%
Aircel                               2                         2%
Reliance                             8                         8%
Tata indicom                         3                         3%
Docomo                               13                        13%
BSNL                                 10                        10%
Uninior                              1                         1%
MTS                                  2                         2%




                   FIRST CHOICE OF CELLULAR
                             1% 2%                              Airtel
                           10%                                  Vodafone
             13%                                   40%          Idea
                                                                Aircel
            8%                                                  Reliance
       3%
                      6%                                        Tata indicom
                                     15%
                                                                Docomo
            2%                                                  Bsnl
                                                                Uninior



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, 2% use
aircel,8% use reliance, 3% use tataindicom,13% use docomo,10% use bsnl,1% use uninor and
2% like to use mts.


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A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD


4. Which was your previous telecom service?


Previous telecom service           Respondents                  Percentage
Airtel                             20                           20%
Vodafone                           18                           18%
Idea                               12                           12%
Aircel                             4                            4%
Reliance                           8                            8%
Tata indicom                       4                            4%
Docomo                             5                            5%
BSNL                               25                           25%
Uninior                            2                            2%
MTS                                2                            2%




                      previous telecom service
                           2% 2%                                Airtel

                                        20%                     Vodafone
                25%
                                                                Idea
                                                                Aircel
                                                  18%
           5%                                                   Reliance

                      8%                                        Tata indicom
                             4%         12%
                                                                Docomo
          4%
                                                                Bsnl
                                                                Uninior



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.




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A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD


5. Which feature of airtel is better than your previous cellular service?


FEATURES                        Respondents                      Percentage

Advertisement                   37                               37%

Connectivity                    19                               19%

Schemes                         44                               44%




                                            37%
           44%
                                                                Advertisement
                                                                Connectivity
                                                                Schemes
                                 19%




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.




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A STUDY ON ADVERTISING STRATEGY OF BHARATHI AIRTEL, HYDERADAD


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%




           airtel users in your phone book

                      15%
                                         36%

                                                             Less than 30%
                                                             30%-70%
                49%                                          More than 70%




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




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7. Type of advertisements you prefer for promoting telecom services?


  Type of advertisements              Respondents                      percentage
prefer to promoting telecom
             services

Television                    49                               49%

Radio                         5                                5%

News paper                    27                               27%

Magazines                     11                               11%

Wall printing                 8                                8%




                  prefer of promotion

                        8%                        Television
                11%
                                   49%
                                                  Radio
        27%                                       News paper

                        5%                        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.




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8. Type of advertisement mostly like by people in airtel is?


Most liked advertisement in              Respondents                      percentage
            airtel

Audio visual                    63                              63%

Print                           19                              19%

Audio                           13                              13%




                most you liked in airtel adds

                       13%

         19%
                                                                 Audio visual

                                                63%              Print
                                                                 Audio




INFERENCE:

          In airtel people mostly like audio visual advertisements that is 63%, 19% like print
media and 13% are like audio only.




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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%




                   celebrity you like


                 29%
                                          37%
                                                          Sachin tendulkar
                                                          Sharukh
           12%                                            Kareena
                                 22%                      A.R.Rehman




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.




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10. Will you take benefits of schemes offered by AIRTEL?



Opinion                        Respondents                     Percentage

YES                            58                              58%

NO                             11                              11%

Can’t say                      28                              28%




                  28%

                                                                 YES

                                                   58%           NO
            11%                                                  Can’t say




INFERENCE:

            58% of people are enjoyed schemas offered by airtel,12% of people are not
take benefits offered by airtel and 28%can’t say about that.




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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                            9%

AIRTEL Broadband               22                           22%




                   which is you like


                 22%
                                       46%             NOKIA+AIRTEL
         9%
                                                       AIRTEL MAGIC
                                                       POSTPAID SERVICES
                 21%
                                                       AIRTEL Broadband




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.




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12. Do you wish to participate in contests offered by airtel?



Willingness                       Respondents                     Percentage

Yes                               39                              39%

No                                61                              61%




                       participate in contests


                                                    39%


                                                                           Yes
              61%
                                                                           No




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.




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13. Type of recharge options that you like?

Recharge Options               Respondents               Percentage

More talk time                 16                        16%

More validity                  11                        11%

Both                           73                        73%




                 Recharge options that you like

                                    16%

                                              11%
                                                        More talk time
                                                        More validity
            73%
                                                        Both




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.




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14. Rank the following brands?



 Brands        R1         R2       R3       R4       R5       R6       R7         R8       R9         R10
               (X1)   (X2)     (X3)     (X4)     (X5)     (X6)         (X7)   (X8)         (X9)       (X10)
           W=10       W=9      W=8      W=7      W=6      W=5      W=4        W=3      W=2            W=1

Airtel     34         13       20       11       8        9        -          4        -          1
Vodafone 22           19       16       8        9        7        12         2        4          1
Idea       10         17       24       13       12       8        7          3        2          4
Aircel     2          4        4        7        6        3        10         20       14         30
Reliance   5          9        4        11       19       13       18         9        7          5
Tata       3          7        6        6        15       19       12         13       11         8
indicom
Docomo     4          8        5        18       9        16       15         11       9          5
BSNL       18         16       13       9        14       11       6          4        5          4
Uninior    2          6        3        9        4        12       8          16       26         14
MTS        -          1        5        8        4        2        12         18       22         28

Formula for Weight = Σwx / Σw

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




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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

               = (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




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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

             = 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




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                     BRANDS                 WEIGHT                  RANK


            Airtel                            14.42                    1
            Vodafone                          13.22                    2
            Idea                              13.02                    3
            Aircel                             6.29                    9
            Reliance                           9.76                    5
            Tata indicom                       8.82                    7
            Docomo                              9.6                    6
            BSNL                              12.36                    4
            Uninor                             7.11                    8
            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.




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Chapter – 5




                 Findings & Suggestions
                                Conclusion




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                                      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.




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                                   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.




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                                    CONCLUSION:

     The conclusion of my study is that AIRTEL’s 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.
Rehmaan’s 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.




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Chapter – 6




                       BIBLIOGRAPHY


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                              BIBLIOGRAPHY



WEBSITES:

                o www.google.co.in
                o www.airtel.com
NEWSPAPERS:

                o Times of India
                o The Hindu
BOOKS:


       S.NO Title of book              Author              Edition      Publishers

       1     Marketing Management      Dr.S.L.Varshney     Third        Sulthan Chand
                                                                        and sons
                                       Dr.R.L.Guptha



       2     Marketing Management      Philip Kotler and   Thirteenth   Pearson
                                       Keller




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                                      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)       Friends   B) Advertisements          C) Other Sources…………
   2) 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      [ ]    Vodafone          [ ]              Idea      [ ]   Aircel    [ ]
        Reliance [ ]       Tata indicom      [ ]     Docomo [ ]        BSNL   [ ]
        Uninor       [ ]           MTS              [ ]
   4) Which was your previous telecom service?
        Airtel      [ ]    Vodafone          [ ]              Idea      [ ]   Aircel    [ ]
        Reliance [ ]       Tata indicom      [ ]     Docomo [ ]        BSNL   [ ]
        Uninor       [ ]           MTS              [ ]
   5) Which feature of AIRTEL is better than your previous cellular service?
        A) Advertisements             B) Connectivity         C) Schemes
   6)   AIRTEL users in your phone book? (in %).
        A) Less than 30%        B) 30% - 70%       C) More than 70%
   7) Type of advertisement you prefer for promoting telecom service?
        A) Television      B) Radio       C) News Paper        D) Magazines
        E) Wall Painting
   8) Type of advertisement mostly like by people in AIRTEL is?
        A) Audio Visual B) Print           C) Audio
   9) Which celebrity of AIRTEL does you like the most?
        A) Sachin Tendulkar              B) Sharukh           C) Kareena      D)A. R. Rehman

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   10) Will you take benefits of schemes offered by AIRTEL?
      A) YES            B) NO          C) CAN’T SAY

   11) What options of AIRTEL do you like from the following?
      A) NOKIA + AIRTEL         B) AIRTEL MAGIC        C) Postpaid services
      D) AIRTEL Broadband

   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      [ ]   Vodafone        [ ]            Idea      [ ]   Aircel   [ ]
      Reliance [ ]      Tata indicom    [ ]    Docomo [ ]      BSNL    [ ]
      Uninor      [ ]           MTS           [ ]




                                                                                      Page 64

								
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