This document provides an overview of Bharti Tele-Ventures Limited (Bharti Airtel), one of India's leading private telecommunications companies. It details Bharti Airtel's services, achievements, board of directors, and marketing strategies. Key information includes that Bharti Airtel has over 28 million customers across mobile, broadband, and telephone services. It was the first company to launch cellular services in India and has received several awards for its innovations and performance.

1. APROJECT REPORT ON MARKETING
Submitted in the partial fulfillment in Bachelor of Business AdministrationSubmitted To: Submitted
By:Mrs. Manju Gupta Jaspreet BajajProject Guide Roll no.BBA 3
rd
SEMMaharaja Agarsen Institute of Management Studies(Affiliated from Guru Gobind Singh Indraprastha
UniversityKashmiri Gate, Delhi)
ACKNOWLEDGEMENT
I would like to take an opportunity to thank all the people in collecting thenecessary information and
making of the report. I am grateful to all of themfor their time and wisdom.My project becomes a reality
only because of cooperation of many peoplewho had helped me in completing this project. I sincerely
extend mygratitude to Mrs. MANJU GUPTA who has given me this goldenopportunity to have an insight
in the corporate world and who has been asource of guidance and support.JASPREET BAJAJ
CERTIFICATE
This is to certify that JASPREET BAJAJ BBA 3
rd
SEM student fromMAHARAJA AGARSENINSTITUTE OF MANAGEMENT STUDIESaffiliated to “Guru Gobind
Singh Indraprastha University, Delhi” hascompleted her project under my supervision. She made this
project to myentire satisfaction and as per requirement of the course.Mrs. Manju GuptaProject Guide
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 customersas on September 30, 2006, consisting of 27,061,349 GSM mobileand 1,631,278
broadband & telephone customersThe businesses at Bharti Tele-Ventures have been structured into
threeindividual strategic units (SBU’s) – 1)mobile services2)broadband and telephone services
(B&T)3)enterprise servicesThe Mobile services group provides GSM mobile services across India in23
telecom circles, while B&T business group provides broadband &telephone services in 94 cities. The
Enterprise Services group has twosub-units – carriers (long distance services) and services top
corporates.All these services are provided under the
Airtel
brand.Bharti Enterprises has been at the forefront of technology and hasrevolutionized
telecommunications with its world class products andservices. Established in 1976, Bharti has been a

2. pioneering force in thetelecom 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 alsomanufactures and exports telephone terminals and cordless phones. Apartfrom being the
largest manufacturer of telephone instruments in India, it isalso the first company to export its products
to the USA.Bharti is the leading cellular service provider, with a footprint in 16 statescovering all four
metros. It has over 12 million satisfied customersBharti Enterprises has successfully focused its strategy
on telecom whilestraddling 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 asignificant position for itself in the global telecommunications sector. Bharti
Tele-Ventures is today acknowledged as one of India's finest companies, andits flagship brand 'Airtel',
has over 12 million customers across the lengthand breadth of India.While a joint venture with TeleTech
Inc., USA marked Bharti’s successfulforay into the Customer Management Services business, Bharti
Enterprises’dynamic diversification has continued with the company venturing intotelecom software
development. Recently, Bharti has successfully launchedan international venture with EL Rothschild
Group owned ELRO HoldingsIndia Ltd., to export fresh Agri products exclusively to markets in Europeand
USA
"What other operators have achieved in one to two years, Bharti has done in just over amonth. 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
Vision
BY 2010 AIRTEL WILL BE THE MOSTADMIRED BRAND IN INDIA:

LOVED BY MORE CUSTOMERS.

TARGETED BY TOP TALENT.

BENCHMARKED BY MOREBUSINESS.

3. AIRTEL
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 it's six
years of pursuit of greater customer satisfaction, AirTel has redefined the business throughmarketing
innovations, continuous technological up gradation of thenetwork, introduction of new generation value
added services and thehighest standard of customer care.Bharti is the leading cellular service provider,
with an all India footprintcovering all 23 telecom circles of the country. It has over 12 million
satisfiedcustomers.Cellular telephony was introduced in India during the early 1990s. At thattime, 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 factorssuch 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 (asthe number of players increased and tariffs and handset prices came downsignificantly) 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).
Bharti’s Mission
To be globallyadmired fortelecom servicesthat delightcustomers
.
We will meet global standards for telecom services that delight customersthrough:• 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 Executiveand Non-Executive Directors,
which consists of three Executive and fifteen Non-Executive Directors.The Chairman and Managing
Director, Mr. Sunil Bharti Mittal, is anExecutive Director and the number of Independent Directors on

4. the Board is50% of the total Board strength. The independence of a Director isdetermined 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 expertiserequired to take decisions, which are in the best
interest of the Company.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


5. Syeda Imam

Ajay Lal

York Chye Chang

Paul Donovan

Arun Bharat Ram
ACHIEVEMENTS
•
First to launch Cellular service on November 1995.
•
First operator to revolutionaries the concept of retailing with theinauguration of AirTel Connect
(exclusive showrooms) in 1995.
•
First to introduce push button phone in India.
•
First to expand it's network with the installation for second mobileswitching center in April, 1997 and
the first to introduce the Intelligent Network Platform First to provide Roaming to its subscribers by
formingan association called World 1 Network.
•
First to provide roaming facility in USA. Enjoy the mobile roamingacross 38 partner networks & above
700 cities Moreover roam acrossinternational destinations in 119 countries including USA, Canada, 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 announcePartnership for a life insurance joint
venture in India
•

6. Airtel Launches future factory - Centres of Innovation to IncubatePioneering Mobile Applications
•
16 states, 600 million people. Only India's leading mobile service offersyou the truly 'freedom-packed'
Prepaid!
•
It is also the first company to export its products to the USA.
BHARTI announces agreement with VODAFONEmarking the entry of the World's LargestTelecom
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 managementcontrol in Bharti Tele
-Ventures.
Awards for the year 2006-2007
•
BHARTI AIRTEL DRAWS TOP HONORS AT THE MIS ASIA ITEXCELLENCE AWARDS 2006
•

7. BHARTI AIRTEL AMONG THE TOP 10 BEST PERFORMINGCOMPANIES IN THE WORLD ACCORDING
TOBUSINESSWEEK IT 100 LIST.
•
SUNIL BHARTI MITTAL IS THE “CEO OF THE YEAR” ATTHE FROST AND SULLIVAN ASIA PACIFIC AWARDS
2006AND BHARTI AIRTEL BAGS “WIRELESS SERVICEPROVIDER OF THE YEAR” AND “COMPETITVE
SERVICEPROVIDER OF THE YEAR”.
•
BHARTI TELE-VENTURES IS THE “BEST INDIANCARRIER” AT THE TELECOM ASIA AWARDS 2006.
AirTel: Appropriating the value of 'expression'
Over the last couple of years, the market has grown considerably, withdeeper 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 merelyon
network, coverage and SMS is just not enough. You need to go beyondall the rational identifiers - which
are prerequisites in any case - and connectat a deeper level. We needed a strong differentiator in an
increasinglycommoditized and crowded market. We found this differentiator in a corehuman truth that
defines our category - which is that there are momentswhen you need to make your point, when you
need to be heard. Expressingand communicating are perhaps two of the most basic emotions.
AirTelenables you to make your point in the most expressive way, anytime,anywhere. The campaign
is towards owning this through 'Expressyourself.' We believe 'Express yourself' allows us to connect at
a deeperlevel and create a long-term platform for the brand."
For AirTel, the challenge also lay in presenting a unified 'face' to theconsumer. This assumes significance
when viewed in the light of thecompany's pre- and post-paid communication, which, in the past, had
beentreated very differently. Brand image, as a result, was being driven in twodifferent dimensions.
"Brand AirTel is a category leader straddlingcompletely different market segments such as consumer,
business and
corporate, as well as different voice, data and payment platforms," saysBindal. "'Express yourself'
enables the brand to unify and connect across theentire base of our existing and prospective
customers."One of the most obvious benefits of owning a property such as 'candidexpression' (and
'Express yourself') is the expansive nature of the thought."The moment you have as broad a canvas as
'Express yourself', it becomeseasy for anyone working on the brand to come up with new ideas
andexecutions. That's what makes a good campaign idea," observes Rediff'sPrashant Godbole, who,
along with creative partner Zarvan Patel, conceivedthe campaign. This is just the proverbial tip of the

8. iceberg, Patel adds. "Wewill be taking the idea forward in many different ways in the forthcomingwork,"
he informs. Patel also credits his creative team for "fleshing out theidea
".
In October 2002, Magic led the market, with 30% of the market share.Bharti claimed that its strategies
were one of the most ambitiousexperiments ever in the Indian pre-paid cellular telephony market.
However,given the increasing competitive pressure, doubts were being expressedregarding the ability of
Bharti's marketing initiatives to help Magic retain its'Magic' in the future.
AIRTEL BROADBAND
Bharti Televentures is the fixed line operator business of Airtel. In the recent branding exercise, all the
services have been offered under the Airtel brand.Data is the next driver for growth. This is clear to the
operators who have belatedly realized the implications for having a pie in all the segments of
telecommunications. Hence Bharti ventured in the broadband market.However, the main contention in
the broadband market is the price offeringwhich includes the bandwidth costs as well as the cost of
laying down thecopper wire. Typically, in the mentality of the profit making exercise, Airtelhas so far
focused only in those areas where it perceives that a huge marketis present. However, I still hold that
their thrust should be in smaller townsand cities where BSNL would ultimately usurp their potential
customer base. It seems that their fancily paid MBAs haven’t really understood thesuccess of BSNL who
focused on the B and C class cities where it hasdrawn 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
havingsomething better than nothing.Add to the lousy customer care that Airtel is slowly perfecting, it is
staffedwith 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 acustomer who is facing issues with the connectivity. I
have read first personaccounts 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
beenstructured into three individual strategic business units (SBU’s) - mobileservices, broadband &
telephone services (B&T) & enterprise services. Themobile services group provides GSM mobile services
across India in 23telecom circles, while the B&T business group provides broadband &telephone

9. services in 90 cities. The Enterprise services group has two sub-units - carriers (long distance services)
and services to corporates. All theseservices are provided under the Airtel brand.Our Services:

Voice Services

Mobile Services

Satellite Services

Managed Data and Internet Services

Managed e-Data Services
AirTel launches VQE (Voice QualityEnhancer) 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 backgroundnoise. It eliminates acoustic echo, adjusts speech levels in both
directionsand does away with low or distorted speech so that every word of your's can be heard clearly,
wherever you may be speaking from.The VQE technology has been sourced from Tellabs of USA, world
leadersin Voice Quality technology. Some of the prominent GSM operators usingTellabs solution in the
world are SingTel, Bell South, Telstra, BT Cell etc.The Tellabs noise reduction technology removes high
background noisefrom the wireless side of the call thus delivering near wireline clear callqualityon
mobile phones. The Tellabs 3000 series of voice-quality enhancementecho 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
AIRTEL SERVVICES
SERVICENAMETYPE OFSERVICEDESCRIPTIONPREPAIDCHARGES(Rs.)POSTPAIDCHARGES(Rs.)
Calling LineIdentificationPresentation(CLIP)Automaticonly for newacquisitionsDisplays the
callersnumber on your mobile phone screenRs. 25Dial-a-serviceAutomaticonly for newacquisitionsUsers
can call to getcertain information andservice. For instance,Dial 604 for Infotel,Dial 131 for Railwayinfo.
These callnumbers are availablein the phone book Rs. 2.40 per minuteRs. 2 per
minuteWAPAutomaticonly for newacquisitionsdownload exclusivecontents from Airtel'sWAP sitePer
contentdownloadPer contentdownloadGPRS & MasalaAutomaticonly for newacquisitionsAccess

10. internet on themove and downloadexclusive contents fromAirtel's WAP siteGPRS Charges- Rs 600 per
monthGPRS Charges- Rs 600 per month646 CallingchargesAutomaticonly for newacquisitionsUsers can
call into thisvoice recognitionservice and listen to jokes, movie gossips,download ringtones etcRs. 6 per
minutesRs. 6 per minutesVAS SMSChargesAutomaticonly for newacquisitionsContent offered bymedia
companies likeIndiatimes, Rediff,Yahoo fall into thiscategoryRs. 3 per
AIRTEL NEWS
•
Bharti Airtel inks USD 400 million network expansion contractwith NOKIA.
•
Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600 crores, PBTcrosses Rs. 1,000 crores.
•
Bharti Airtel is amongst India’s Most Admired Knowledge enterprises in2006.
•
Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE.
•
Notice of postal ballot for seeking consent of the shareholders on schemeof amalgamation of Satcom
Broadband Equipments Limited and BhartiBroadband Limited with Bharti Airtel Limited.
•
Bharti Airtel to Observe Silent period from October 1, 2006.
PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indiancellular market witnessed a surge
in cellular services. By 2005, there were atotal of 12 players in the market with the five major players
being BhartiTele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL),Hutchinson-Essar
limited (Hutch), Idea Cellular limited (Idea) and RelianceIndia 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 DivisionMultiple Access (CDMA) technology as well as GSM.As
competition in the telecom arena intensified, service providers took newinitiatives to woo customers.
Prominent among these were - celebrityendorsements, loyalty rewards, discount coupons, business
solutions andtalk time schemes. The most important consumer segments in the cellular industry were
the youth segment and the business class segment. The youthsegment was the largest and fastest
growing segment and was thereforetargeted most heavily by cellular service providers.Bharti Tele-
Ventures adopted celebrity endorsement as its chief promotionalstrategy. By 2004 it emerged the

11. unprecedented leader commanding thelargest market share in the cellular service market. (Refer Exhibit
II). Hutchimplemented the celebrity endorsement strategy partially, relying primarilyon its creative
advertising for the promotion of its brand. BSNL, on the other hand, attracted the consumer through its
low cost schemes. Being a stateowned 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 attractivetalk time schemes. Idea, relied heavily on its creative
media advertising sanscelebrities.
RAHMAN TUNE CROSSES AIRTEL’SEXCLUSIVITY BARRIER
October 04, 2002
Cellular service provider AirTel seems to have hit the right note with its newcommercial starring
musician A R Rahman. The commercial which iscurrently on air has a beat which also doubles up as a
ringtone which isostensibly available only to AirTel users. But the interesting part is that theringtone 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 (westernregion) 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 provingto be a potent advertising tool for the
company. It is not very clear what thismeans for the other cellular operators. Cellular users have been
“forwarding”the tune to one another, which according to Mr Pota, has given AirTel achance to enter the
“mind of the user” irrespective of which service he optsfor.“It gives the user a chance to go back to the
AirTel product and acts as astrong reminder medium,” he explains. Marketing professionals like
Samsika Marketing Consultants’ managing director Jagdeep Kapoor point tothe usage of an “audio
celebrity” as something that is significant.“The normal practice is to opt for film stars and sportsmen
rather than anaudio personality” he says.Rivals, though seemingly unfazed by the phenomenon, seem to
be doingtheir own homework on this brand of advertising. While none of themcommented on AirTel’s
strategy and its impact on their own subscriber base,one advertising professional working with a rival
service provider opinesthat the tune is “transient” and not likely to have any long term impact as a
brand building tool.Being the latest entrant in the Mumbai circle, AirTel has had to find ways of cutting
through the clutter.Says Mr Kapoor,” AirTel will have try to find ways to attract new customersand
convert the existing ones.” Explaining that the usage of an audiocelebrity was more “strategic than

12. tactical”, he adds that non-AirTel userswill have the AirTel “brand experience” inspite 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 fromcompetition
remains unclear.“Competition will not do well to adopt a knee jerk reaction and will have tocome out
with advertising that is well thought out” explains Mr Kapoor. Heanticipates a situation where the new
entrant (AirTel) will continue to bemore aggressive.
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 itsservice 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 dealanywhere between Rs 8 crore and Rs 10 crore.Both
Sachin and Shah Rukh are two of the most sought after celeb endorsersin the country, with the former
edging out the latter in the celeb endorsementrace. The Master Blaster’s portfolio includes brands like
Colgate Pamolive,ESPN-STAR Sports, Pepsi, MRF, Boost, TVS, Palio, Visa, Adiddas andBritannia. 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 linewith
the group’s strategy to connect to the mass market through celebendorsers from movies, cricket and
music. “For mass connect, Shah Rukhand Sachin are the best bet as brand endorsers,” says a senior
companyexecutive. Bharti plans to launch a multimedia campaign targetting itsservice at the mass
market.
OBJECTIVE
The objective of my project report is to study the advertising strategy of AIRTEL Cellular service and its
effect on mobile users existing and who aregoing to use mobile service in future. In other words, my aim
is to study the
Advertising Effectiveness of AIRTEL
Cellular service.
DATA SOURCES
Data is collected from both the Primary sources
i.e.
questionnaire and alsofrom Secondary sources.Primary sources:The primary source of data collection is
through questionnaire. Thequestionnaires are distributed among 35 peoples and their view is

13. recordedand used in analyzing the dataSecondary sources :The secondary sources includes online sites,
newspapers and templates fromAIRTEL distributions centers and AIRTEL Customer Care.
People know about AIRTEL cellular service through 30 % Friends 70% Advertisements 5% Other Sources
friendsadvertisementsother sources
Feature of AIRTEL forced people to use AIRTEL is 35% Advertisements 20% Connectivity
10%Schemes35%Goodwill
advertisementconnectivityschemesgoodwill
People’s first choice of cellular service when they want to use mobile phoneAIRTEL 45%HUTCH 30%IDEA
8% RELIANCE 10% TATA INDICOM 5% OTHERS 2%
AIRTELHUTCHTATA INDICOMRELIANCEIDEAOTHERS
Feature of AIRTEL is better than the people’s previous cellular service.Advertisements 25% Connectivity
60% Schemes 15%
ADVERTISEMENTSCONNECTIVITYSCHEMES
AIRTEL users in people’s phone book Less than 30% : 15%30% - 70% : 25%More than 70% : 60%
0-3030-7070-100
Type of advertisement mostly like by people in AIRTEL isAudio Visual:85%Print:2%Audio:13%
Audio VisualPrintAudio
Celebrity liked by people very much in AIRTELSachin :55%Shahrukh:38%Kareena:2%A. R. Rehman:5%
SACHINSHAHRUKHKAREENAA.R. REHMAAN
People take benefits of schemes offered by AIRTELYES:85% NO:13%CAN’T SAY:2%
YESNOCAN’T SAY
People like most in AIRTEL is NOKIA + AIRTEL:86%AIRTEL MAGIC:5%Postpaid services:8%AIRTEL
Broadband:1%
NOKIA + AIRTELAIRTEL MAGICPostpaid servicesAIRTEL Broadband
Service liked by people most in AIRTEL is AIRTEL missed you service:63%Ring tones:15%Hello tunes :22%
AIRTEL missed youserviceRINGTONESHELLOTUNES
People participate contest offered by AIRTEL like BID TO WIN, LI’LCHAMPSYES:72% NO:28%
YESNO
Type of recharge cards liked by peopleMore talk time:23%More validity:15%Both :62%
More talktimeMore validityBoth
AIRTEL is #1 in IndiaYes:95% No:5%
YesNo

14. 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 avery good image on the mind of the new users of cellular
service. AIRTELhas adopted a very good strategy by providing a new connection with NOKIA who is
market leader in mobile set, many new users buy Nokia setsand they get a free connection of AIRTEL.
AIRTEL is successful incapturing the highest market share by adopting Celebrity EndorsementStrategy.
A.R. Rehmaan’s tune for AIRTEL worked as free advertising for AIRTEL as another service user uses it too.
Other celebrities like ShahrukhKhan (bollywood) and Sachin Tendulkar (Cricket) has also contributed
verymuch in AIRTEL.
RECOMMENDATIONS
By virtue of its connectivity and advertising strategy AIRTEL is successfulin grabbing the highest market
share in India, but there are still somerecommendations from my study point of view is that AIRTEL
needs tomake its network service more stronger than other service providers todominate the market in
future too.AIRTEL should introduce cheaper recharge cards than the other because its competitor
HUTCH had introduced it.AIRTEL should sign more celebrities from cricket and bollywood.
BIBLIOGRAPHY
ON-LINE WEBSITE :.
o
WWW.GOOGLE.CO.IN
o
WWW.AIRTEL.CO
M NEWSPAPERS:
o
Times of India (15 Oct 2006- 2 Nov 2006)BOOKS:
o
Marketing Management, Dr. S.L. Varshney andDr. R.L. Gupta, Third Revised Edition,Sultan Chand and
Sons.
QUESTIONNAIRE
NAME: ……………………………………………ADDRESS: ……………………………………………OCCUPATION:
…………………………………………….CELLULAR SERVICE USED:…………………………………………….If AIRTEL than
proceed further 1.How did you know about AIRTEL cellular service? Friends Advertisements Other

15. Sources2.Which feature of AIRTEL forced you to used AIRTEL ? Advertisements Connectivity
SchemesGoodwill
3.Which was your first choice of cellular service when you want to usemobile phone?AIRTELHUTCH IDEA
RELIANCE TATA INDICOMOTHERS4.Which feature of AIRTEL is better than your previous cellular
service?Advertisements Connectivity Schemes5.How many AIRTEL users in your phone book?Less than
30%30% - 70% More than 70%6.Which type of advertisement you most like in AIRTEL?Audio
VisualPrintAudio7.Which celebrity you like very much in AIRTEL?Sachin Shahrukh KareenaA. R.
Rehman8.Have you take benefits of any scheme offered by AIRTEL?YESNO9.Which you like most in
AIRTEL? NOKIA + AIRTELAIRTEL MAGICPostpaid servicesAIRTEL Broadband10.Which service you like
most in AIRTEL?AIRTEL missed you serviceFree RingtonesFree Hello tunes11.Do you participate contest
offered by AIRTEL like KBC-2 & IndionIdol-2?YESNO12.Which type of recharge cards you like most?More
talktime

19. More validityBoth (i.e. Post paid)13.According to you is AIRTEL is #1 in India?YesNo