A
Project report
ON
"Advertisement and Sales Promotion with
Reference to Bharti Airtel Ltd."
BHUBANESWAR
A
DISSERTATION PROJECT REPORT
SUBMITTED FOR PARTIAL FULLFILMENT OF
MASTER IN BUSINESS ADMINISTRATION
(MBA) 2008-2010
Submitted by
Sunaram Majhi
Regd. No: 0806258051
1
Guide’s Certificate
This is to certify that the Project Report entitled “A Brief Study on Advertisement &
Sales Promotion with reference to Airtel in Bhubaneswar” has been prepared in partial
fulfillment for the requirement of degree in “Master of Business Administration” by Mr.
Sunaram Majhi, Reg. No. : 0806258051 in Session 2008-2010 under my supervision and
guidance and recommended that it may be accepted for examination.
( Prof.N.K.Das.)
(Faculty in Marketing )
2
Preface
The summer training provides a student with an opportunity to understand in full the
real life working environment, which is a bit different form normal theory classes. Our
class knowledge attains maturity and perfection through application in the practical field
application of management principle in all branches whether personnel, finance,
information technology etc result in more sufficient and effective utilization of available
resources. Especially marketing being a dynamic in management curriculum is to bridge to
gap between theory and application.
One learns through practice, management in best learn if the students, handles it
systematically, practical training is supposed to serve as a starting point will held the
student gain off confidence and a familiarity with the subject.
The summer training placement program is an integral part of MBA course in Biju
Pattnaik Institute of Information Technology & Management Studies,BBSR.
I have done my dissertation project on AIRTEL. My topic of study was “A Brief
Study on Advertisement & Sales Promotion”
I have no hesitation in saying that this study has given me the confidence to face
the real market world.
I have tried my best to do honesty and justice to the topic and any weakness and
shortcoming is unintentional and is regretted.
3
ACKNOWLEDGEMENT
This project report instead of being on individual effort is a collective one where in helps
from various quarters especially business and academic ones have been derived. The list of
those providing a helping hand is quite comprehensive but it would be pertinent to mention
a few who have played a major role in completion and preparation of the project and
continue to have a positive influence in my process.
First of all I gave sincerely thank to my guide honorable Prof. N.K. Das whose
valuable guidance, supervision and co-cooperation enabled me to complete this project.
I would like to express my sincere gratitude to Mr. Subhasish Kar Zonal Sales
Manager, Sales, Airtel, Bhubaneshwar for allowing me to undergo dissertation project in
one of the covered organization.
Sunaram Majhi
Regd.No.0806258051
4
CONTENTS

Guide Certificate
 Preface
 Acknowledgement
 Plan of Study
Chapter – 1

Introduction to the Studies
1. Objective of the Study
2. Scope of the Study
3. Methodology to be used
4. Limitations.
Chapter – 2
o
Introduction of the Organization
1.
2.
3.
4.
5.
History of the Organization
Group Profile of the Organization
Market Status of the Organization
Competition of the Organization
Organizational Structural
Chapter – 3
o
A Theoretical aspects of Sales Promotion
Chapter – 4
o
A Practical aspect of Sales Promotion
o Data Analysis and Interpretation
o Questionnaire
Chapter – 5
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Conclusion & Suggestions
o Bibliography
5
Chapter – 1
Introduction to the studies
1.
2.
3.
4.
Objective of the Study
Scope of the Study
Methodology to be used
Limitations
6
OBJECTIVE OF THE STUDY
Each and every journey has its own destination. Without destination there is no means of
journey. Similarly, every research has some prefixed objectives every step taken by the
researcher during research period is always directly or towards the objective.
The reason and purpose of this study is to find the gap between the theoretical and
practical aspects of business management. The study offers the opportunity to the student
of the management to develop the required skills and sight for making the best use of
experience and judgment to practical life. This study also completes the essentials
formalities of our MBA degree.
Therefore, as far as my topic “A Brief Study on Advertisement & Sales Promotion” is
concern the major research objective can be cited as follows:1. For the partial fulfillment of Master of Business Administration (MBA) program as
realized by the Biju Pattnaik Institute of InformationTechnology & Management
Studies,BBSR.
2. To care and contact with the working of an organization to see the different types of
marketing activities. The main emphasis is one the sales promotional aspect of the
organization.
3. Whatever the subject taught in the classroom of M.B.A. course that is completely
theoretical so during the training period we compare how the marketing research
(sales) activities (practical) of our organization with the theories.
4. To identity the potential customers of cellular.
5. To identify and analyses the service provided by competing cellular companies.
6. To identify the customers on the basis or area, age, income group and occupation
who are willing to avail mobile services of Airtel.
7
SCOPE OF THE STUDY
I had done my project training in Airtel at Bhubaneshwar. This topic given to me was
regarding sales promotion activities of the company. I collected information regarding
various aspect of Airtel i.e. Channel, easy recharge etc. the study conducted by me has
helped in enhancing my skill and thinking power.
The main scope of study is to ascertain the various methods to increase the sales
volume of the concern. The methods include regular information to the buyers creating a
brand position one of the important aspects of this study is also to increase the market
segment for the product.
As a researcher, I had meet and try to disclose the expectation the retailers as well as of
the consumers with special reference to “AIRTEL”.
As a researcher, during this training period I had co-related my theoretical aspects into
practical one. After knowing the actual problems, now I am able to solve it in effective and
efficient manner.
METHODOLOGY TO BE USED
“Marketing research is the systematic design, collection, analysts and reporting of data
and findings relevant to a specific marketing situation facing the company”.
During the training period, I used the following method:
a. Personal Discussion : Lot of information on the subject matter was gathered form
the management and sales executive.
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b. Documentary Observation : I have collected primary data during the course of doing
my project works form the book, journals published and non published articles
relevant records of the company.
c. I have collected secondary data during my project works from the various
distributors, stockiest and shops BHUBANESWAR towns.
Conducting field and survey by taking to the retailers who is using to dealt with the
products of mobile company and the methodology used in the survey was personal
observation and interview with the retailers with the help of questionnaire.
Research Design :
Research design is a framework or blueprint for conducting the marketing research
project IT details the procedure necessary for obtaining the information needed to structure
and/or to solve marketing research problems.
The two general types of research are:
1. Exploratory
2. Conclusive
The objective of exploratory research is to provide insights into and understanding of
the confronting the researcher, the objective of conclusive research is to test specific
hypothesis and examine specific relationships.
There are two general type of conclusive research :
1. Descriptive
2. Causal
The objective of descriptive research design is to describe something usually market
characteristics or functions.
Sources of data :
Data requires for the research work can be made available from the different sources,
they could be classified in to two groups.
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1. Primary Sources : Include living person, my survey primary sources constituted of
the retailers who used to deal with different products of various mobile companies.
2. Secondary Sources : Include already collected data whether published,
unpublished, such as official database, magazines and journals.
Sampling :
When a small group is taken as the representative of the whole, the study sampling
study sampling allows us to concentrate our attention upon to ensure tie information
collected from them is accurate. When the whole area or population of person is contacted
the method is known as census method. In my survey it was census method because I was
an assigned a job to do survey in BHUBANESWAR area and to lake feedback of all those
person who are using distributors and dealer of cellular industry.
Sample Size :
My sample size is of 200 samples.
Data collection tools :
The collection of data required though
a. Questionnaire
b. Personal Interview
c. Observation
Questionnaire :
It is piece of paper with a set of questions related to the purpose of research, which is
presented to the respondent. The questionnaire used in my survey had close-ended
questions.
Personal Interview :
It is a process of communications or interaction in which generally two are involved
and it was a face-to-face interaction.
10
In my survey the questionnaire was presented before the respondent and response was
thus collected and it was face-to-face interaction.
Observation method :
When we look at the phenomenon with some objective it is, called observation. It is the
important techniques of data collection. This method was a SQ accompanying survey to
know the exact position or responses of the respondents.
Time span of the fieldwork :
The fieldwork carried out in a span of 45 days.
Limitation of the Study
As I was asked to carry on my vacation training, I found the following limitation during
my training periods. So I could not collect every information regarding my topic.
a. Shortage of time factor was one of the biggest constraints.
b. Most stress was given on the primary data, as it was difficult to collect secondary
data from organization and distributors.
c. The biased view of the respondent.
d. For the lack of my proper knowledge of project working, might have fallen short of
giving best.
11
Chapter – 2
company profile
1.
2.
3.
4.
5.
History of the Organization
Group profile of the Organization
Market status of the Organization
Competition of the Organization
Organizational Structure
12
HISTORY OF THE ORGANIZATION
1995
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Bharti tele-venture limited incorporated on July 7, 1995.
Bharti Cellular launched mobile services ‘Airtel’ in Delhi.
1996
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Bharti Telnet launched mobile services in Himachal Pardesh.
1997
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Bharti Telnet obtained a license for providing fixed - line service in Madhya Pradesh
circle.
Bharti Telecom formed a joint venture, Bharti BT Internet for providing Internet
Services.
1998
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Bharti Telecom formed a joint venture, Bharti BT Internet for providing Internet!
Services.
First Indian private fixed line services launched in Indore in the Madhya Pradesh
circle on June 4, 1998 by Bharti Telnet thereby ending fixed- line services
monopoly of Dot (now BSNL).
1999
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War burgs Pincus (through its investment company Brentwood Investment Holdings
Limited) acquire interest in Bharti Tele- ventures.
Bharti Tele-ventures acquired an effective equity interest in Bharti Mobile (formerly
JT Mobiles), the mobile services provider are in Karnataka and Andhra Pardesh
circles.
2000
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New York Life Insurance Fund, or NYLIF, acquired an equity in Bharti Cellular.
Bharti Tele- Ventures acquired an effective equity interest in Bharti Mobinet
(formerly Sky cell Communications), the mobile services provider in Chennai.
Bharti Tele-ventures acquired equity interest of Telecom Italia and Bharti Telecom
in Bharti Telnet thereby making Bharti Telnet a 100% subsidiary of Bharti Televentures.
SingTel (through its investment company Pastel Limited) acquired STET’s equity
interest in Bharti Tele-ventures.
Bharti Tele- ventures acquired an additional effective equity interest in Bharti
Mobile resulting in Bharti Tele- Ventures holding an effective 74% equity interest
in Bharti Mobile.
2001
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Bharti Telesonic entered into a joint venture, Bharti Aqua net, with Singtel for
establishing a submarine cable landing station at Chennai.
Bharti Tele- venture 3 acquired NYLIF’s equity interest in Bharti Cellular.
Bharti Cellular acquired a 100% equity interest in Bharti Mobility formerly Spice
Cell), the mobile services provider in Kolkata.
Bharti Tele- ventures acquired equity interest in Bharti Cellular from British
Telecom, thereby making Bharti Cellular its 100% subsidiary.
Bharti Tele – Ventures acquired an additional equity interest in Bharti Mobinet from
Millicom International and BellSouth International.
Punjab license restored to Bharti Mobile by the DoT and migration to NTP-1999
accepted.
Bharti Cellular entered into license agreements to provide mobile services in eight
new circle following the fourth operator mobile license bidding process.
Bharti Telnet entered into license agreements to provide fixed-line services in the
Haryana, Delhi, Tamilnadu and Karnatala circles.
Bharti Telescopic has entered into 3 license agreement with DoT to provide national
Long Distance Services in India and has been the first services provider to start
service in the country.
Bharti Aqua netl, Bharti Telesonic and Bharti Cellular have entered into license
agreements with the DoT to provide ISP services in India.
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2002
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Bharti launched mobile services in Gujarat, Haryana, Kerala, Madhya Pradesh
circle, Maharastra. Mumbai Punjab, TamilNadu, Utter Pradesh, (west) circle.
Bharti listed on the National Stock Exchange, Mumbai stock Exchange and Delhi
Stock Exchange on February 18, 2002.
Bharti entered into a license agreement with the Dot to provide international long
distance services in India.
Bharti launched fixed- line services in the Delhi, Haryana, Karnatka and Tamil Nadu
license areas.
Bharti became the first private telecommunication services provider to launch
international long distance services.
2003
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Airtel celebrates its2nd anniversary in Kolkata, integrates innovation in telecom with social
initiatives.
Airtel launches its new 9872 mobile series in Punjab.
Airtel launches “Expense Tracker*, another 1st from the market leader.
Bharti agrees to buy TIW’s stake in mobile operations of Hexacom, Rajasthan.
Bharti Infotel launches India’s first broadband WiFi for homes, Sho & customers.
Airtel redefines mobile boundaries in Mumbai & Western India launches “IN no west”.
India Brand Summit kicks off.
Airtel launches e-bill for Punjab and Haryana customers.
Announces a new tariff plan with a monthly rental of Rs.99/Airtel crosses the 5 million customers mark.
Touchtel revises international long distance rates by upto 50% for its customers in Delhi.
Airtel gets the edge.
Airtel launches its services in Hathras.
Touchtel announces 50% reduction in tariff on ISD calls to South East Asian Countries for its
customers in Haryana.
Bharti moves towards providing an all India foot. On completion of 8 years, Airtel Delhi
announces Anniversary Bonanza.
Airtel voice portal launches exclusive speech of Cha-cha Nehru on Children’s Day.
Airtel joins hands with CRY this Children’s Day.
Airtel launches an existing offer with Sachin Tendulkar for its pre-paid customers.
Airtel commissions world class Voice Quality Enhancer (VQE) Technology.
Airtel launches country’s 1st ever all India Recharge Coupon.
India is at the threshold of a revolution in the mobility team.
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Bharti announces top-level appointment in the mobility team.
 Bharti Teletech becomes India’s first supplier of fixed lime SMS phones to BSNL.
 Touchtel Crosses the 1,00,000 Customer Base Milestone in Tamilnadu.
 Bharti Tele Ventures joins the billion - dollar club and net profit jumps three fold.
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Celebrate this festival season with Airtel.
2004
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Airtel launches validity extension service for its Pre-paid customers in Delhi.
Sunil Bharti Mittal gets “the Frost & Sullivan CEO of the year” award.
Bharti & Nokia join hands to build & manage “Mega” Networks.
Airtel’s brand ambassador Shahrukh Khan leads confidence to those who are
hearing impaired.
Airtel Punjab becomes first in the world to provide “Talk time Transfer” facility.
Airtel introduces in the country the first ever Talk time Transfer services for its PrePaid customers in Delhi.
Bharti spreads its wings to Rajasthan.
Touchtel customers to gel live election updates.
Airtel launches the world’s first Flexi- Recharge Prepaid coupon for its customers in
Delhi.
Bharti migrates all 15 cellular licenses to Unified Access Service License.
Bharti signs a landmark agreement with VSNL to share its National Long distance
backbone.
Bharti Tele- ventures crosses Rs. 5,000 crores revenues for the year - Earns net
Profit of over Rs.600 crores for the year.
Bharti Infotel & CISCO to empower Enterprise Networks.
Airtel Unveils its strategic Roadmap for eastern India.
Airtel launches All India anywhere bill Payment facility.
Bharti Tele Ventures Ltd. Announces the successful completion of its Foreign
Currency Convertible Bond (FCCB).
Bharti reaches agreement with Shayam Group to acquire their stake in mobile
operations in Rajasthan (Hexacom).
Bharti Tele Ventures joins the SEA-ME-WE-4 submarine cable consortium.
Bharti and IBM announce first-of- a-kind business transformation agreement in
global Telecommunications industry.
Bharti Enterprises and Changi Airport from a consortium to bid for the development
and management of airports in Delhi & Mumbai.
16
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Bharti Charts a “Mega Expansion” plans to connect over 2300 Towns in the year
2004-2005.
Bharti Infotel Launches DSL service under the Brand name Touchtel DSL in M.P.
& Chattisgarh.
Airtel Charts an Aggressive Expansion plan for M.P & Chattisgarh to connect over
55 towns in the year 2004-2005 Airtel becomes India’s first mobile service to
extend roaming services in Pakistan.
Bharti Tele-ventures Ltd (BTVL)appoints Kurt Hailstorm on its board.
Airtel crosses the 6 million-customer marks nationally.
Bharti Teletech to manufacture GE phones in India.
Airtel adds more punch to “Azadi” for its prepaid customers.
CRISIL assigns highest GVC rating to Bharti Tele-ventures Ltd.
Bharti all set to provide all India footprint.
Bharti & Ericsson Announce The first of its kind Initiative in.
Bharti launches India’s Largest Gsm Mobile Service- Airtel in West Bengal.
Airtel wins the World Communication Best Brand Award”.
Airtel creates history again.
Airtel introduces Wi-Fi service in Mumbai.
Bharti Teletech introduces new standards of cordless telephony in India.
Sumit Gupta of Bhatinda wins Maruti car.
Airtel launches “EDGE” in Delhi.
“Bharti Entrepreneur of the year”.
Airtel offers slew of special Durga Puja benefits to its Customers in kolkatha.
Airtel gets an “EDGE”.
Airtel launches dictionary service in UP (west) and Uttaranchal.
Bharti Enterprises & DE Rothschild’s announce a 50:50 JV for export of fresh fruits
& vegetables.
Bharti heralds the beginning of a unified era in the Indian Telecom Industry.
Airtel to launch its services in 25 more towns of UP (West) & Uttranchal.
Airtel announces unique benefits for its customers in UP (west) & Uttranchal
leveraging its pan India footprint.
Touchtel announces further reduction in tariff rates for its customers in Haryana.
Airtel “EDGE” to redefine mobile telephony experience of customers in
Maharashtra & Goa.
Airtel launches in “Independence Day” Bonanza for its customers.
Touchtel launches voice portal & music messaging service.
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Airtel launches its firs ‘EDGE’ network in Punjab.
Airtel becomes the first Mobile Operator to cross 1,00,000 customer mark in
Himachal Pradesh.
Bharti Tele-Ventures delivers strong growth.
Airtel redefines mobile experience.
Airtel consolidates media planning and buying.
Airtel Live launched - the most comprehensive mobile portal featuring movies,
music mobile game & sports on the mobile.
Bharti & Siemens join hands to build & manage Airtel networks in three circles.
Bharti forms new SBU - “Enterprise Business” to offer comprehensive solutions to
corporate customers.
Airtel launches, ‘Campus Calling’ in Oxford of East.
Bharti Tele - Ventures in the “Asian Mobile news mobile operator of the year”.
Airtel enters into an exclusive tie-up for “LAKSHYA”.
Bharti infotel surrenders its redundant fixed service licenses in four circles.
Airtel adds another first, offers Money Back Guarantee to its customers in Andhra
Pradesh.
BCEI invites nomination for the ‘Bharti Entrepreneur of the year Award.
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COMPANY PROFILE :-
BRAND NAME : AIRTEL
COMPANY NAME : AIRTEL INDIA LT D. PARENT
COMPANY : BHARTI TELEVNTURES
HEAD OFFIC : KOLKATA
CORPORATE OFFICE : MUMBAI
LICENSING : 7TH JULY 1995
Airtel comes to you from Bharti cellular limited- a part of the biggest private integrated telecom
conglomerate, Bharti Enterprises Bharti provides a range of telecom services, which includes cellular,
basis, internet and recently introduced national long distance. Bharti also manufactures and exports
telephone terminals and cordless ones. Apart form being the largest manufacturer of telephone
instrument in India, it is also the first company to export its produces to the USA. Bharti is the leading
cellular service provides with a footprint in 15 states covering all four meters and more than 7 millions
satisfied customer.
Vision:“To make mobile communication a way of life and be the customer first choice”.
Mission:We will make the mobile communication need of our customer through:
‘Error-free services delivery”
“Innovation Product and Services”
“Cost efficiency”
“Unified messaging solutions”
19
Technology partner of Bharti
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ALCATEL
MOTAROLA
ERICSSON
SIEMENS
ORACLE
NORTEL NETWORK
Bharti tele-ventures Ltd, was incorporated on 7th July 1995 for promoting investment in
telecommunication services. Its subsidiaries operate telecom services across India Bharti
tele-ventures is India’s leading private sector provider of telecommunication service based
on a strong customer based consisting of 801 million total customer which constitute 76
million mobile and 7 lacks fixed line customer as on 30th June 2004.
The total GSM subscriber base in country now stands to 15.8 crores where CDMA
operate mobile base at 5 crores Bharti continues to be the largest GSM operator with 4
crores mobile subscribers base by BSNL with 27.8% subscribers and HUTCH is close
behind at 17.76%.
Bharti tele-ventures became the first private fixed line service provider in the country
promoted under the TOUCHTEL brand by launching its services in Madhya Pradesh
where it has 2.45 lakh subscribers.
Bharti also manufactures and exports telephones and cordless phones. Apart from being
the largest manufacturer of telephone instrument it is the first company to expert its
products to the USA.
Bhari runs the landline services in the name of “TOUCHTEL” and mobile services
under “AIRTEL”. TOUCHTEL will now cease to exit most likely by the end of
20
December and subsequently both the ervices will be brought under the brand Airtel mobile
and Airtel landline.
AIRTEL has also launched a national web national web based mobile coupon service
where customers can the websites, www.airtelworld.com to browse through to special
offers available form outlets like PUR. Teksons, Ebony in Delhi, copper Chimney in
Mumbai, tiffany’s in Banaglore send a keyword to a short code, and receive the coupon
directly on their mobile.
Customers Benefits:
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GPRS/MMS settings are preloaded on the handsets.
Airtel branded services are pre-loaded.
Easy access to GPRS services, thereby encouraging customers to explore a world of
endless possibilities on their mobile phones.
Integrated FM radio.
Provides access to network e-mail service: send receive and read e-mails.
Bharti tele-ventures is operating in Jammu and Kashmir, U.P.(East), Rajasthan, west
Bengal, Bihar and Orissa also. The Bharti group has offered GSM based cellular mobile
services in all these circle when the company gets the green signal from the department of
telecommunications; Airtel Bharti’s cellular service has become telecom behemoth with its
footprint spanning 23 circles.
On 5th July 2004 at Kolkata Airtel, India’s leading mobile service, announced the
launch of; AIRTEL live- a multi access entertainment Portal on the mobile with the most
comprehensive content in the spheres of movies, music sports and mobile and mobile
Games. The content can be accessed by prepaid as well as postpaid AIRTEL customers
throughout the country AIRTEL also launched the first ever GSM phone customized
especially for AIRTEL customer Nokia 6220. The phones games customized with
exclusive Sachin Tendulkar Wallpapers, A.R. Rehman tone, Preinstalled embedded
bookmarks and links.
Bharti Tele-ventures Ltd.- A public company listed on three Indian Stock Exchange.
Bharti Tele-ventures Ltd is controlled by The Bharti group it also provides fixed Line
21
‘local access’ national and international long distance telephone VSAT, Internet services
and corporate data network solutions. The company owns a 23,000 km ational fiber optic
backbone and substantial international bandwidth.
The circle in which AIRTEL mobile in operational are:
1. Andhra Pradesh 13. Maharashtra
2. Assam 14. Mumbai
3. Bihar 16. Orissa
4. Chennai 17. Punjab
5. Delhi 18. Rajasthan
6. Gujrat 19. Tamilnadu
7. Haryana 20. U.P (weast)
8. Himachal Pradesh 21. U.P (west)
9. Karnataka 22. West Bengal
10 .Kerala 23. Jammu and Kashmir
11. Kolkata
24. Jharkhand
12. Madhya Pradesh
25. Manipur
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Group Structure
MARKET STATUS OF THE ORGANISATION
The total GSM subscriber base in country now stands to 5.80 crores. Bharti Continues to
be largest GSM operator with 1.25 crores mobile subscribers base followed by BSNL with
27.8% subscribers and HUTCH is close behind at 19.76%.
Airtel outlel at BHUBANESHWAR
COMPETITION OF THE ORGANIZATION
In Bihar AIRTEL will face competition from BSNL, RTL and RIM. BSNL has two types
of services in GSM technology in Cellular sector.
1. Excel
2. Cellone
EXCEL: Excel is the prepaid service of BSNL. It is the most popular service in Bihar.
CELLONE: Cellone is the Post-Paid service offered by BSNL. BSNL tariff rate is very
economical and has very large network coverage this is what make it very popular. But
there LS a problem in the evening hours the network of BSNL is always busy. It is very
difficult to make call.
There is a shortage prepaid card offered by banal RTL:- RTL has got one type of service
in GSM technology service called smart.Smart is p-repaid service offered by RTL. Most of
the people are using smart card due to shortage of banal excel card, Problem with smart is
its traffic structure is, high, network coverage is very limited.
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RIM: RIM has got two type of services in CDMA technology. It has got two types of
services one is prepaid and another is postpaid. The traffic structure is very high and it has
got limited mobility.
There is a billing problem in both the services offered by RIM. The connectivity and
voice quality is very good.
Recharge Denomination
MRP Processing Fee Regular Customer Lifetime Customer Service Tax Validity
10
3.91
4.99
8.90
1.10
0
20
7.82
9.98
17.80
2.20
0
30
8.73
17.97
26.70
3.30
0
60
20.0
33.40
53.40
6.60
0
120
20.00
86.80
106.80
13.20
0
200
131.49
46.51
178.00
22.00
30
330
124.46
169.24
293.70
36.30
30
560
150.00
348.40
498.40
61.60
45
1110 0.00
987.90
987.90
122.10
60
2200 0.00
1957.99
1957.99
242.01
180
3300 0.00
2936.99
2936.99
363.01
365
*Lifetime 298
24
Tariff Card
All Recharge
Voucher
SVV@ Rs.
59
SVV@ Rs.
99
SVV@ Rs.
149
STD@ Rs.
35
A2A
1.00
0.59
0.35
0.29
1.00
A2M
1.00
0.59
0.60
0.59
1.00
A2Landline 1.00
0.99
0.99
0.59
1.00
Local Calls
STD Calls
A2A
1.50
1.50
0.99
0.99
1.00
A2M
1.50
1.50
0.99
0.99
1.00
A2Landline 1.50
1.50
0.99
0.99
1.00
SMS
Local
1.00
1.00
1.00
1.00
1.00
National
1.50
1.50
1.50
1.50
1.50
International 5.00
5.00
5.00
5.00
5.00
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Chapter – 3
Organization structure
A
Theoretical Aspect
of
Sales Promotion
26
Sale Promotion ………………… A Concept
Sales promotion, key ingredient in marketing campaigns consists of a collection of
incentive tools, mostly short term designed to stimulate or greater purchase of particular
products or services by consumer or the trade.
Sales promotion is one of the most loosely used terms in the marketing vocabulary.
Sales promotion refers to the technique of which is adopted to increase the volume of sales
in any consumer markets. It covers those marketing activities other than advertisement and
dealers effectiveness, such activities other are displays, show exhibition, demonstration and
many other non routine selling at the point of purchase.
“PHILIP KOTLER” defines it as follows ......... Sales promotion consists of diverse
collection of incentive tools, mostly short term, designed to stimulate quicker and greater
purchase of particular products\services by consumer or the trade.
Any company use sales promotion tools to create a stronger and quicker response. The
aim of every manufactures is to sell its products to get back amount the capital, which has
been invested in the business. Every businessman wants EG send more and more products
in the market and get maximum profit.
According to WILLIAM J. STANTANT “Sales promotion as demand stimulating
device designed to supplement advertising and facilities personal selling”.
Producer and middle man conducts sales promotions. The target for producer’s sales
promotion may be middle- man, end users-house holds or business users or the producers
own sales forces. Middlemen direct sales or prospect sales further down the channel or
distribution.
There are several in marketing environment contribute to the surging popularity of sales
promotion.
1. Short-term results – Sales promotion such as couponing and trade allowances
produce quicker, more measurable sales results this strategy argues that immediate
benefits come at the expense of building brand equity.
27
2. Competitive pressure – If any competitors are offering buyer’s price reduction
contests, or an other incentive, a firm may feel forces to retaliate with its own sales
promotion.
3. Buyer’s expectation – Consumers have always expected to purchase good
quality goods at lower price.
4. Low quality of retail selling – Many retailers have done self-service. In such
product displays and samples often are the only effective promotional tools
available at the point of purchase.
Purpose:
Sales promotion tools very in their specific objectives, A free sample stimulates
consumer trait, whereas a free management advisory service aims at cementing along term
relationship with a retailer.
Seller use incentive type promotions to attract new tries, to reward loyal customers and
to increase repurchase rates of occasional users. Sales promotion often attract brand
switchers, who are primarily looking for low price, premiums. Sales promotion is unlikely
to turn them into loyal users.
Sales promotion enables manufacturers to adjust to short term variations in supply and
demand. Thus enables manufacturers to test how high a list price they can charge, because
they can always discount it. They induce consumers to try new products instead of never
straying form current ones. They promote greater consumer awareness of prices.
Small-share competitors find it advantageous to use sales promotion. Because they
cannot afford to match market leaders, large advertising budgets; nor can they obtain shelf
space without offering trade allowance or stimulate consumer trial without offering
incentives.
OBJECTIVES:
For Retailers:- Sales promotion objectives includes persuading retailers to carry new
items and higher levels of inventory, encouraging off- season buying, encouraging stocking
of related items, offsetting competitive promotions, building brand loyally and gaining
entry its new retail outlets.
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For Consumers:- Sales promotion objectives include encouraging purchase of larger
sized units, building trial among nonusers and attracting switchers away from competitors
brand.
For the Sales Force:- Sales promotion objectives include encouraging more prospecting
and stimulating off-season sales.
Evaluation Sales Promotion
Evaluating the effectiveness of sales promotion is much easier and the more accurate
than evaluating the effectiveness or advertising For example, response to a premium offer
or a coupon with a specified closing date can be counted and compared to a similar period
when there were no premiums or offered.
Advantages of Sales Promotions
1. It stimulates positive attitude towards the product.
2. It gives extra incentive to the customers to make a new purchase.
3. It gives direct inducement to take immediate action now rather then later.
4. It has flexibility and can be used at any stage of a new product introduction.
Sales Promotion is very effective
1. When a new brand introduced.
2. When communicate a major improvement in our product.
3. When we want to increase the number retail stores to sell our products.
Limitations of Sales Promotion
1. Sales promotion has temporary and short life not exceeding three month. Sales
promotion alone can’t build up brand loyalty.
2. Sales Promotion are only supplement, device to supplement selling efforts of
other promotion tools
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3. They are not recurring in their use.
4. Too many sales promotions may affect adversely the brand image. Suggesting
it lack of popularity or overstocking by a company.
5. Advertising agencies accord low status to sales promotion and usually
employee junior staffs for sales promotion to that may be trained for more creative
jobs promotion are ineffective.
30
Chapter – 4
A Practical Aspect of Sales Promotion and
Customer Expectation from AIRTEL in BHUBANESWAR

 Data Analysis and Interpretation
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SALES PROMOTION IN AIRTEL
Sales promotion activities play a greater and vital role on entire marketing sales
promotion activities no one can survive in market. Sales promotion tools are most essential
for modern global marketing. This chapter has been devoted to the studies on sales
promotion activities in Airtel.
There are some sales promotion tools which Airtel provides for customers which is as
follows:Kaun Banega Crorepati..................!
As we all know that we are associated closely with STAR and KBC Platform as an
“Exclusive” Mobile Partner. The broad points are as follows:
1. Only Airtel Mobile subscribers, can answers the question from their mobile to
participate, and get to the Hot Seat for winning Rs 2 Crores. (Besides BSNL
landline subscribers can participate).
2. Ten seats in the audience are booked for Airtel Subscribers in every episode of
KBC.
3. Exclusive 28 days window (or Airtel where 24 Airtel subscribers get an opportunity
to get a “Direct entry into Fastest Finger First”.
4. Play along for Airtel viewers to answer a question, asked during KBC program, &
win Rs 1 lac.
Airtel Live
Through Airtel live the customer can access Internet on a limited basis. The Customer can
only access the Airtel site (www.airtelworld.com). He can also download ring tones,
wallpaper, videos and games.
There is no rental for Masla. But it is the customer downloads any Ring Tones,
Wallpaper, videos and games it is charged as per the downloading charges.
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RINGTONES : 15
WALLPAPER : 10-15
VIDEOS
:
30
GAMES
: 50
Reach Me
In Reach Me, the caller doesn’t leaves any message the called party receives a missed call
alert from number.
There is no monthly rent for this services. But when the user retrieves any message he
gets he will be charged as per his tariff plan and if he calls up again will be charged as per
tariff plan.
Missed You.....................!
If the customer is not reachable or has switched off his mobile phone and may one tries to
call him them this service helps him to get the details of the number missed number. With
this service the customer stays connected although he is not reachable or the mobile is
switch off. When he switches on his mobile phone or when he is reachable he receives a
message alert with the detail of the missed number.
Activation - XXX
Deactivate - XXX
Easy charge
You can recharge when ever you want. We can recharge our mobile anywhere, whenever,
at any cost with easy charge.
33
DATA ANALYSIS INTERPRETATION
My extensive survey is based on questionnaire having closed ended questions given by
the organization. I have a set of 17 questions related to products of different company.
During survey views of the retailer who are presently dealing with various products of
different mobile companies. The sample size of 50 from west part of state Capital
BHUBANESWAR. Main thrust was given to know the position of Airtel in market, Where
the AIRTEL stands in market, who is the main competitor of Airtel, from which company
subscriber having most of the problem and also what is the expectation from AIRTEL
Findings: - After analyzing the 50 data I found that Airtel has advantage in SIM selling
with 68%, Smart is second with 28% and Aircel has 4% of market share in west part of
BHUBANESWAR.
34
Chapter – 5
Conclusion and Suggestions
35
Conclusion & Suggestions
Conclusion:The research work was very extensive and exhaustive. The samples were taken to
extent to get figure about the industry. The telecommunication industry is still in its teen
age in the district but growing very rapidly. the researcher was surprised to know the real
statistics. Airtel in some extent have very positive image amongst the subscribers/retailers.
That’s why they influence customer to take Airtel Connection. Also either its company’s
credibility, or past performance, Airtel’s image is best amongst respondents. When I asked
for networking problem Airtel is fairly good only 20% respondents asked that its
networking is poor. But I think it is a cause of concern and Airtel needs to improve its
networking and its better if percentage become 0%.
After analyzing the information gathered by opinions of respondents, in the study
consisting of 50 respondents researcher reached on following conclusion.
Suggestions:To be no. 1 is always a big advantage for any firm in any industry. The no. 1 image of
Airtel has already done its work. The rest was fulfilled by these survey and huge
advertisement-casting superstars like Sachin, Sharukh, A. R. Rahman, Kareena etc. Now
the company has to in cash all these. The high degree of dissatisfaction from other
operators is working in the same way as oxygen for the fire.
On the basis of extensive study there are some suggestions, which can help to improve
the organizational image and status.
1. The tariff rate of Airtel should always cheaper than other private service
provider.
2. For better coverage additional tower should be established in remote area.
3. Must go in remote areas. The market invented by BSNL has of no means it
without service. The unavailability of BSNL connection will make the company the
only king in that market. There is a huge opportunity there.
36
4. Easy Recharge facility should be available in most of the outlet.
5. No. of Airtel outlet should be increase in remote area chowk.
6. Airtel should provide ‘Gramin Bandhan Activity’ to increase the connection in
Remote area.
7. In corporate and institutions, people are looking for better service. So by
providing this it can gain the Big HNI’s to reach its break even as soon as possible
and can earn profit from there.
8. People in the zone very price sensitive. So the tariff must be comparative.
9. Customers get dissatisfied very soon. So a Good customer care unit must
support them. They need care and by providing a long customer organization
relationship can be built.
These recommendations are on the basis of personal findings. Which the researcher
came to know in the research period. Hence these are recommended for acceptance.
Bibliography
Book follows
1. Research process, Research methodology, methods and technique, 2nd edition,
Kothani C.R., Chapter – 1, Page – 10.
2. Data Collection, Research methodology, methods and techniques, 2nd edition,
Kothari, C.R., Chapter – 6, Page – 95-111.
3. Consumer Perception, Consumer Behaviour, 8th edition, Schiffman Leon G. &
Kanuk Leslie. Lazar, Chapter – 6, Page – 158-200.
37
Website :
www.gogle.com
www.airte.in
www.bhartiairtel.in
www.airtelworld.in
questionnaire
Name of the Retailers : ___________________________________________
Contact No. & Address : _______________________________________
______________________________________________________________
Please tick at the appropriate box :1. Highest SIM selling position :Airtel Aircel Smart Remarks
Qty ______ _______ ______
Cause :- _________________________________________________
2. Highest H.B.O. selling:Airtel Tata Aircel Smart RIM Remarks
Qty ______ _____ _____ ______ _____
38
Cause :- _________________________________________________
3. Which Telecom Company having balance problem:Airtel Tata Aircel BSNL Smart RIM Remarks
Qty ______ _____ _____ ______ _____ ______
Cause :- _________________________________________________
4. Highest Easy recharge selling:Airtel Tata Aircel BSNL Smart RIM Remarks
Qty ______ _____ _____ ______ _____ ______
Cause :- _________________________________________________
5. Highest Life Time Selling:Airtel Tata Aircel BSNL Smart RIM Remarks
Qty ______ _____ _____ ______ _____ ______
Cause :- _________________________________________________
6. Highest SIM stock:Airtel Aircel BSNL Smart Remarks
Qty ______ _____ _____ ______
Cause :- _________________________________________________
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7. Highest H.B.O. stock:Airtel Tata Aircel Smart RIM Remarks
Qty ______ _____ _____ ______ _____
Cause :- _________________________________________________
8. If you have invested capital in AIRTEL then what you considered before investment?
Compnay Credibility Company Past Performance Security Others
Cause :- _________________________________________________
9. Main Reason to invest the capital in telecom sector or in AIRTEL
Margin Less Risk Profit Loss Remarks
Cause :- _________________________________________________
10. According to you which Telecom company is best & why:
Airtel Tata Aircel BSNL Smart RIM Remarks
Cause :- _________________________________________________
11. In which sale you get maximum beneift
Airtel Tata Aircel BSNL Smart RIM Remarks
Cause :- _________________________________________________
12. Customer are interested to take connection of which
40
Prepaid Life Time H.B.O.
Cause :- _________________________________________________
13. Which company is not valuable
Airtel Tata Aircel BSNL Smart RIM Remarks
Cause :- _________________________________________________
14. Why you convey the customer to take connection of any one of these?
Airtel Tata Aircel BSNL Smart RIM Remarks
Cause :- _________________________________________________
15. Explain highest complain regarding networking
Airtel Tata Aircel BSNL Smart RIM Remarks
Cause :- _________________________________________________
16. From which company, customers are not satisfied and facing problems
Airtel Tata Aircel BSNL Smart RIM Remarks
Cause :- _________________________________________________
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