Free Essay

Airtel

In: Business and Management

Submitted By vexconab
Words 4010
Pages 17
TERM PAPER ON:
“CONSUMER PERCEPTION OF E-ADVERTISING”

TOPICS: Airtel Bangladesh Ltd.

SUBMITTED TO
Mahmud Zubayer
Assistant Professor
Department Of Business Administration
East West University

SUBMITTED BY
Hasnat Jahan Nira: 2012-2-10-229 Md. Abul Kalam: 2012-2-10-126
Md. Abu Bakar Siddique Bhuiyan: 2010-2-10-327

LETTER OF TRANSMITTAL

10th December, 2013

To,
Mahmud Zubayer
Assistant Professor
Department of Business Administration
East West University.

Subject: Consumer perception of e-advertising about “Airtel Bangladesh Ltd.”

Dear Sir,
It gives us an immense pleasure in submitting to you the term paper Consumer perception of e-advertising about “Airtel Bangladesh Ltd.” Which is the topic under our observation?
While preparing the report, we closely focused on the topic & tried to collect most complete information available. We believe that it will provide you a clear scenario of e-advertising about the company.
We thank you for giving us the opportunity to do a report on the above mention point. This term paper will definitely give us experience which we can be used in our professional life. We will be always available for any further query and to answer any questions on this paper.
Thank you
Truly yours
Group- Scanner,
Course- MKT201; Section- 01

Hasnat Jahan Nira _______________________________
Md. Abul Kalam _________________________________
Md. Abu Bakar Siddique Bhuiyan __________________________

ACKNOWLEDGEMENT

At first we express our deep sense of gratitude to almighty ALLAH for His infinite grace that allowed us to complete this assignment successfully. We sincerely express our thanks to our honorable course teacher MAHMUD ZOBAYER, ASSISTANT PROFESSOR, DEPARTMENT OF BUSINESS ADMINISTRATION, EAST WEST UNIVERSITY; for giving us the task to prepare this term paper. It is an experience which will certainly help us in future. It will enhance our skill to a great extant. We are very grateful for his invaluable and caring guidance and suggestions.

While conducting the study, we had visited many websites and journals to prepare a resourceful term paper. We thank those entire people who prepared those informative and ingenious places which really help us in all the steps of our study.

Finally, we would like to thank to all group members that directly or indirectly helped us to provide and accumulate all the necessary information for the accomplishment of this TERM PAPER.

When we prepared the assignment with field work we face many new items and honestly we gather a lot of knowledge. MKT 201 course really very important for our study, for our career and for our personal life.

TABLE OF CONTENT

Serial Topic Page number 1. Acknowledgement 04

2. Executive Summary 06

3. Brief History Of e-advertising 07-09

4. Methodology of the study 09-10

5. Company profile 11

6. Mission-Vision 12

7. SWOT Analysis of e-advertising 12-13

8. Consumer perception on e-advertising 14-18

9. Future growth of e-advertising 18-20 10. Recommendation 20

11. Conclusion 21 12. Sources 22

EXECUTIVE SUMMARY

In MKT201 course, our honorable course instructor Mahmud Zobayer sir assigned us to make a term paper which is about the e-advertising through consumer perception. Then our group decided to work on Airtel Bangladesh ltd. We choose this company because their online advertising or e-advertising portion is very strong. We can find their advertisement in a available rate at so many website.

In our generation, facebook is very popular. So, no doubt that we can see many advertisement and Airtel Bangladesh ltd. must share their advertisement on facebook site.

Through e-advertising, any product or any company promote their brand, product very easily and very effectively. General people or consumer make survey about their desire product before purchase through e-advertising facilities.

In this term paper we discus about the e-advertising of Airtel Bangladesh ltd. here we focus of brief history of e-advertising and at same time we also explain about the e-advertising process of that company.

BRIEF HISTORY OF E-ADVERTISING

Online advertising or Internet advertising also called E-advertising uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

Online advertising is a large business and is growing rapidly. In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television. In 2012, Internet advertising revenues in the United States totaled $36.57 billion, a 15.2% increase over the $31.74 billion in revenues in 2011. Online advertising is widely used across virtually all industry sectors.

Despite its popularity, many common online advertising practices are controversial and increasingly subject to regulation. Furthermore, online ad revenues may not adequately replace other publishers' revenue streams. Declining ad revenue has led some publishers to hide their content behind pay walls.

Email: Email advertising is ad copy comprising an entire email or a portion of an email message. Email marketing may be unsolicited, in which case the sender may give the recipient an option to opt-out of future emails, or it may be sent with the recipient's prior consent (opt-in).
Display advertising: conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads' effect. As advertisers collect data across multiple external websites about a user's online activity, they can create a detailed picture of the user's interests to deliver even more targeted advertising. Advertisers may also deliver ads based on a user's suspected geography through geotargeting. A user's IP address communicates some geographic information (at minimum, the user's country or general region). The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations. For example, with mobile devices, advertisers can sometimes use a phone's GPS receiver or the location of nearby mobile towers.

Web banner advertising: Web banners or banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a central ad server.
Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs

Search Engine Marketing (SEM): Search Engine Marketing, or SEM, is designed to increase a website's visibility in search engine results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher's query.[18]:117 Search engines often employ visual cues to differentiate sponsored results from organic results. Search engine marketing includes all of an advertiser's actions to make a website's listing more prominent for topical keywords.

Social media marketing: Social media marketing is commercial promotion conducted through social media websites. Many companies promote their products by posting frequent updates and providing special offers through their social media profiles.

Mobile Advertising: Mobile advertising is ad copy delivered through wireless mobile devices such as smart phones, feature phones, or tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging Service) ads, mobile search ads, advertising within mobile websites, or ads within mobile applications or games (such as interstitial ads, “averaging,” or application sponsorship). Industry groups such as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications, similar to the IAB's efforts for general online advertising.

Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field, connectivity speeds have improved (which, among other things, allows for richer media ads to be served quickly), screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.[1]:14 The Interactive Advertising Bureau predicts continued growth in mobile advertising with the adoption of location-based targeting and other technological features not available or relevant on personal computers.

METHODOLOGY OF THE STUDY

RESEARCH METHOD

For collecting customer feedback, We prepared a set of questionnaires and given to some users. From them we got a lot of valuable information. Though the reliability of the data might be questioned due to confidentiality of personal information we tried our best to avoid certain question and screened out some results which seemed inconsistent with the rest of collected information.

PRIMARY SOURCES
For our primary research, we have mostly used the practical experiences, knowledge, skills, and some standard reference sources like – * Survey questionnaires * Daily Newspaper * Magazine

SECONDARY SOURCES Secondary information was collected from the web site of the parent company. For finding materials in the web, we used the standard search engines such as- * Airtel.com * Google * Wikipedia
LIMITATION OF THE STUDY
When we survey our questionnaires, we did not get proper attention from people. As a result our primary sources are not very strong.
Because of unavoidable political circumstance we are unable to meet with any employee of Airtel Bangladesh Ltd., but we are collection satisfactory data from websites and related company. But when we contact with them, they were very busy to their official work.
We have few limitations. But we were quite successful to collect our main information. So the result was hopefully satisfactory.
Time constraint was another limitation restricting this report from being more detailed or analytical. So, it was very difficult for us to get them free and obtain some practical ideas regarding their expectation and opportunities regarding our topic
Another problem was happened to matching the same time for group discussion.

COMPANY PROFILE OF AIRTEL BANGLADESH Ltd

* Airtel Bangladesh Ltd. is a GSM-based cellular operator in Bangladesh. * Airtel Bangladesh Ltd is the sixth mobile phone carrier to enter the Bangladesh market, and launched commercial operations on May 10, 2007. * Warid Telecom International LLC, an Abu Dhabi based consortium, sold a majority 70% stake in the company to India's Bharti Airtel Limited for US$300 million. * Bharti Airtel Limited will take management control of the company and its board, and rebranded the company's services under its own airtel brand from 20th December, 2010. * The Bangladesh Telecommunication Regulatory Commission approved the deal on Jan 4, 2010. * In January 2010, Bharti Airtel Limited, Asia’s leading integrated telecom services provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-based Abu Dhabi Group. * Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom and have management and board control of the company. This is the largest investment in Bangladesh by an Indian company. * Dhabi Group continues as a strategic partner retaining 30% shareholding and has its nominees on the Board of the Company. * The new funding is being utilized for expansion of the network, both for coverage, capacity, and introduction of innovative products and services. As a result of this additional investment, the overall investment in the company will be in the region of USD 1 billion.

Mission * We will meet the mobile communication needs of our customer through error-free service delivery * Innovative Product and Services * cost efficiency * Unified messaging solution
Vision
By 2015 Airtel will be the most loved brand, enriching the lives of Millions.
“Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company.”

SWOT ANALYSIS OF E-ADVERTISING

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats may face in future.

STRENGTH * Boundary less (global location). * Direct communication with consumer. * Extra features and services. * Improved customer interaction. * Helps the company collects consumer data and responses to understand their consumers better. * It makes it easier for companies and consumers to perform information search. | WEAKNESS * Security * Fake websites * Limited advertising * Customer’s satisfaction * Less coverage as compared to major competitors * Less experienced employees than competitors | OPPORTUNITIES * Decline of major competitors * Technologically better environment * New launches * More customers after re-launch * High availability (24 hour and seven days a week) * Advertising * Global expansion | THREAT * High public expectations * Low prices of competing brands * Privacy concerns * Fraud * Risk |

CONSUMER PERCEPTION OF E-ADVERTISING

While much research has been done on the topic of internet advertising but there is hardly any research focused on understanding the attitude towards online advertising in comparison to demographic variable (profession). The purpose of this paper is to investigate beliefs and attitudes toward online advertising among Employees Consumers and Entrepreneurs and the relationship between belief factors, attitude towards online advertising, and consumers' behavioral responses to online advertising.

In this tropics we discus about the perception of consumer. Airtel Bangladesh ltd., it’s a very popular telecom company of Bangladesh, in fact of other countries too. It’s a world network based company now turn to the point of e-advertising; about e-advertising they have strong web sites to maintain their advertising process. When we browse any site of internet we can easily find the advertisement of Airtel Bangladesh ltd.

Through their e-advertising or online advertising general people or interested customer of their company can get the proper information. Sometimes many offers or activities are always un focused from consumer and as a result the loyal consumer cannot be get the benefit of the offers. And it’s true that, the company maximum time is unable to reach the offers or benefits or any information of the consumer because of lacking proper communication. Television or radio is only use for deliver the message but because of so many TV channels the messages are not reaching to the proper customer. And television and radio just only for advertising but e-advertising have a big advantage and that is interaction facilities.

First, we can say about facebook. Facebook is a social communication point of young generation. Telecom company basically target consumer is young generation. So, this company uses facebook for their e-advertising and also for interaction.

Above two photos is from facebook site. If we concentrate on the photo then we can see that so many comments and questions of consumer to Airtel Bangladesh Ltd. Admin of this page must be responsible to reply the every question’ answer properly. By their answer or reply consumer can get their desire information and it’s really a effective and positive impression of that telecom company.
Now, talk about their own site. www.airtelbd.com this is the website of Airtel Bangladesh Ltd., company’s own site. Here they published their each & everything of their company. In that site, we can find many categories. Career buildup category, feedback, customer service, features, package, prepaid, post-paid internet, airtel account etc., and category.

Airtel account- it’s a very big advantage of airtel user because they can easily operate their account through this site. Customer service is another category, where the airtel user can contact with the employee to solve the problem of related the sim or connection. So, through use internet and their own site we can get so many advantages.

When information and contact path is available then anything is going very smoothly and as a result consumer perception is must be very positive. But if the company is also provide the internet connect system then it will be very gorgeous. Yes, this telecom company also provides internet facilities. Airtel understands your need for being connected in today’s fast-paced world of information! Mobile Internet brings the world to your hands, by enabling you to access internet using your Airtel connection.
Just use your Airtel phone as a modem to access internet from your desktop or laptop and get connected to the informational highway wherever Airtel network is available in Bangladesh.

Another unique feature of our e-portal is the online address book, which allows you to save phone numbers and email addresses of your contacts in a special directory in the Airtel website. Access the online address book from anywhere in the world to find out valuable contact info whenever & wherever you should need it.
In order to use this feature, simply register to e-portal, which is known in another name as self-care portal. To resister, go to home page and under the login section, you will find ‘create profile’ section. Just simply create your profile and you will be set to use this online address book.

Airtel Bangladesh Ltd., also maintain the e-mail marketing as their e-advertising. Now they have launch their 3G facilities which is provide internet service in anywhere and any situation. In this YOUTUBE advertisement we just only see a advertising of Airtel but this is not only about advertising but also promoting, buildup the awareness, deliver a unique message to lower to upper class user.
Sometimes, in our e-mail id, we get verities e-mail from different company to provide the message of their product and services. Airtel Bangladesh Ltd., also doing this type advertising. Most of the time e get text in our mobile phone and the text is contain the message of new offer of the company, so Airtel also doing this type mobile advertising too.
Among this entire example we can easily defined that, through Airtel Bangladesh Ltd., consumer have positive and effective perception. They also doing many CSR activities, they have to sponsor many program too but it’s not about e-advertising. Whose are uneducated or poor level people they have no idea about e-advertisement. So, about them this company uses bill-board, CSR activities, Sponsorship of program. Whose people are known about internet they only aware of e-advertising but their amount is very low. So, any companies first target consumer is big amount people. So, as the same time this company attack news paper, magazine, poster, festoon, leaflet, bill board this type promotional tools.
But overall Airtel Bangladesh ltd., have good attention from customer perspective.

FUTURE GROWTH OF E-ADVERTISING

Bharti Airtel has launched an international fibre optic cable to boost internet speed and improve the overall quality of international voice and data connectivity in Bangladesh.
The terrestrial optical fibre connection between India and Bangladesh will be a catalyst for the country’s future growth in telecoms, said Chris Tobit, chief executive officer of Airtel Bangladesh. “This will enable Bangladesh to connect to the rest of the world with improved voice quality and high speed data,” .The link, which extends from Bongaon in the Indian state of West Bengal to the Petrapole-Benapole border, will enhance voice and data connectivity between the two countries as well as transit traffic between Bangladesh and the rest of the world. The link will provide robust network infrastructure and high bandwidth to support the anticipated data thrust in Bangladesh, with the upcoming 3G services. The cable is further interconnected with the fiber backbone constructed from the Benapole border to Dhaka by the ITC (International Terrestrial Cable) licensees in the region.
Airtel Bangladesh is, in fact, likely to take the 3G route to boost the company’s under 8 percent market penetration in a country that is home to some 103 million mobile customers. With 7.66 million subscribers as of May this year, Airtel is the fourth-largest mobile carrier in Bangladesh behind Grameenphone, Banglalink and Robi.
At present, Bangladesh relies entirely on a single undersea cable system, the SEA-ME-WE-4, for global connectivity. As a result, internet speeds and international voice communications are often disrupted whenever the cable snaps or is down for maintenance, forcing the country to opt for more expensive satellite connectivity to keep its 30 million-plus internet users online.
They also added all existing mobile phone companies and internet service providers in Bangladesh would be able to use the cable link to improve the overall quality of international voice and data connectivity in the country.

Airtel Bangladesh's 3G services will be available initially in Dhaka and Chittagong and will be extended to the whole country in a phased manner. So it is one of the effective future growths of e-Advertising for Airtel Bangladesh Ltd. The telecom operator also introduced various packages for its customers. Customers can enjoy high speed mobile Internet, HD video streaming, file sharing and downloads over Airtel 3G with innovative, simple and affordable data packs. All Airtel packages are of minimum 1 Mbps speed.

Internet service providers Airtel have decided to reduce internet tariff on the pay per use package considering future growth of the potential mobile internet services. The providers took the decision in line with their pledges towards the government’s vision for establishing Digital Bangladesh by 2021. This upcoming reduction of internet tariff will increase availability of internet among the mass and will prove to be a revolutionary step forward.
“We expect that the new pricing could potentially encourage thousands of first-time users to explore the web as a ready source of information,” .There are more than 30 million internet users in Bangladesh, of which 95 percent access the worldwide web through the mobile network.

RECOMMENDATIONS

We have designed our recommendations in such manner, that how costumer become satisfy.. We have also tried to present recommendations about how to improve services quality and other facilities. Customers are the key for any kind of success. So satisfaction of the customer is a great concern. Our recommendations towards the company are:

* They have to increase their e-advertising.

* Improve network as soon as possible

* Contact with the customer in disciplined manner

* Meeting arrangement with the customer

* Harmonize natural talent with interest that motivates

* Increase knowledge of subjects that inspires

* Influencer

CONCLUSION

To complete this term paper on E-advertising topic, our group chose the Airtel Bangladesh Ltd. to complete it we visit many websites and collect much information. We take help from news papers and magazines. Because of political issue our group could not visit the Airtel Bangladesh Ltd. office and also could not meet with any employee of the company. But we gather so many information about the topic from many sources and some of our friends help really good to complete it. Basically this company has strong position in e-advertising sectors. Day-by-day they increased their popularity. They are very much successful to make a positive impression on their target customer. In our generation e-advertising is very popular. We can get information very faster through e-advertising. As a result, we get information very fast and it may help us to make a decision on the basis of that information. So, e-advertising is very popular, faster way to promote any product or services and also help to get solution or contact too.

SOURCES

1. http://www.thedailystar.net/beta2/news/airtel-launches-new-cable-link-to-boost- internet-speed/

2. http://www.daily-sun.com/details_yes_13-06-2013_Airtel-cut-internet-rates_526_1_3_1_15.html

3. https://www.facebook.com/bd.airtel 4. https://www.facebook.com/Airtel.Bangladesh

5. https://www.google.com.bd/search?q=e-advertising+of+airtel+bangladesh+ltd.+photo&biw=1024&bih=666&tbm=isch&tbo=u&

6. https://www.google.com.bd/webhp?source=search_app&gws_rd=cr&ei=rWuYUuqLDcK4rgfD5oC4Dw#q=e-advertising+of+airtel+bangladesh+ltd.+photo

7. http://en.wikipedia.org/wiki/Online_advertising

8. http://publishing2.com/2008/05/27/google-adwords-a-brief-history-of-online-advertising-innovation/

9. https://exploreb2b.com/articles/a-brief-history-of-internet-advertising

Similar Documents

Premium Essay

Airtel

...http://www.docstoc.com/docs/21061665/AIR-TEL-PPT http://www.authorstream.com/Presentation/rohit.arde123-323275-airtel-presentation-final-others-misc-ppt-powerpoint/ http://www.moneycontrol.com/company-facts/bhartiairtel/history/BA08 Company History - Bharti Airtel Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures received certificate for commencement of business on January 18, 1996.The Company was initially formed as a wholly-owned subsidiary of Bharti Telecom Limited. The chronology of events since Bharti Tele-Ventures was incorporated in 1995 is as follows: http://www.indiainfoline.com/Markets/Company/Fundamentals/Directors-Report/Bharti-Airtel-Ltd/532454 Company Snapshot Bharti Airtel provides telecommunication services primarily to corporate, and small and medium scale enterprises in India. It offers global system for mobile communication (GSM) services, broadband and telephone services, national and international long distance services, and enterprise services. The company's mobile communication services include information services, short message, and prepaid and post paid services, as well as wireless application protocol-enabled Internet access and roaming services. Its telephone services include telephone services, dial-up services, special phone plus services, unified messaging, and audio conference services; and broadband...

Words: 1964 - Pages: 8

Free Essay

Airtel

...Together good things happen... Bharti Airtel Annual Report 2009-10 Airtel centre The Airtel Centre – Inaugurated on November 13, 2009 Centre of excellence that houses more than 3,000 employees, 13 offices and spread over 600,000 sq.ft. Table Bharti Airtel Annual Report 2010 of contents 1 Corporate information 2 Corporate history and Top 30 shareholders 3 Performance at a glance 4 Awards & honours 5 Chairman’s message 6 Board of directors 7 CEO (International) & JMD’s message 8 CEO (India & South Asia)‘s message 9 Together good things happen 10 Corporate social responsibility 11 Directors’ report 12 Management discussion & analysis 13 Report on corporate governance 14 Secretarial audit report 15 Standalone financial statements with Auditors’ report 16 Consolidated financial statements with Auditors’ report 17 Notice of annual general meeting 2 3 4 5 6 8 12 14 18 24 32 40 46 63 64 115 159 1 Corporate Board of directors Sunil Bharti Mittal Chairman and Managing Director information Group General Counsel & Company Secretary Vijaya Sampath Statutory Auditors Manoj Kohli CEO (International) & Joint Managing Director Non-executive directors Ajay Lal Akhil Gupta Arun Bharat Ram Chua Sock Koong Craig Edward Ehrlich Lim Chuan Poh N. Kumar Nikesh Arora Pulak Chandan Prasad Rajan Bharti Mittal Rakesh Bharti Mittal Tan Yong Choo CEO (India & South Asia) Sanjay Kapoor S.R. Batliboi & Associates, Chartered Accountants Auditors – US GAAP Ernst & Young...

Words: 92085 - Pages: 369

Premium Essay

Airtel

...Bharti Airtel has made strategic organisational changes to enhance its focus on expanding operations to international markets beyond India and South Asia. The company has created a new international business group, which will be responsible for the company's expansion plans. Manoj Kohli, joint managing director and chief executive of Indian and South Asian operations, has been appointed as the head the newly created international business division. Sanjay Kapoor, currently the deputy CEO of the company will be elevated to the position of CEO (India and South Asia), Bharti Airtel. In his new role, Mr Kapoor would have responsibility of leading India and South Asia businesses of Bharti Airtel and will drive growth and business synergies in mobile services, telemedia services, enterprise services and DTH. Sunil Bharti Mittal, chairman and managing director of Bharti Airtel, said: “The next phase of our journey is set to be another game changer - requiring superior thrust and focused leadership. We continue to win in the Indian telecom market, which is going through a phase of hyper competition. At the same time, we will be developing comprehensive plans for our journey to cover emerging markets beyond India and the South Asia.” “Bharti Airtel has one of the finest management teams in the country and a strong leadership pipeline. This new structure will leverage our management depth and build a strong platform for fulfilling our global vision. Manoj and Sanjay, are amongst...

Words: 260 - Pages: 2

Premium Essay

Airtel

...MARKETING STRATEGIES OF AIRTEL SUBMITTED UNDER PARTIAL FULFILLMENT OF THE REQUIREMENT FOR TRAINING SUPERVISOR: PROJECT ADVISOR: SUBMITTED BY: SESSION: ACKNOWLEDGEMENT I acknowledge the sincere assistance provided to me from several rather unexpected quarters during the course of execution of this study. It would be a mammoth task to place on record my gratitude to each and every one of them but a whole hearted attempt would be made nevertheless, least I be branded ungrateful. I am extremely thankful to Mr.Abhishek Yadav, (Unit Advisor) for giving me an opportunity to undergo training in BHARTI AIRTEL MARKETING and making my stay at AIRTEL MARKETING a memorable learning experience. Where the emotions are involved words cease to work. I am deeply indebt to ---------------------- for her encouragement, affections, valuable advice and guidance that helped me to complete this project successfully. 2 EXECUTIVE SUMMARY The project aims at understanding the Marketing strategies at Airtel and its impact on the perception of Airtel Cellular Services. Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement of customer satisfaction level for the services provided by Bharti Airtel. The research was...

Words: 12266 - Pages: 50

Premium Essay

Airtel

...May 9, 2013 Result Update KEY DATA Market Cap (INR bn) Market Cap (USD mn) 52 WK High / Low Avg Daily Volume (BSE) Face Value (INR) BSE Sensex Nifty BSE Code NSE Code Reuters Code Bloomberg Code Shareholding % Promoters MF/Banks/Indian FIs FII/ NRIs/ OCBs Indian Public Performance Chart 2Q 68.0 8.0 17.0 7.0 1295.2 23984.4 370 / 238 507834 5 19990 6069 532454 BHARTIARTL BRTI.BO BHARTI IN 3Q 68.0 8.0 18.0 6.0 4Q 69.0 9.0 17.0 5.0 CMP : INR 324 Rating : Buy Target : INR 410 Bharti Airtel Margins contract due to higher network costs and fuel expenses… Operating matrics in India improves, while that of Africa disappoints … Voice realization in both India and Africa continues to remain under pressure, but higher AMOU in India is a major positive… Headline tariffs are set to improve… Maintain 'Buy' rating on the stock with revised price target of Rs 410 Bharti Airtel's consolidated net profit during Q4FY13 missed our estimates as well as the consensus estimates due to price realization pressure in India & Africa, high network rollout costs and sharp rise in interest cost and higher tax expenses during the quarter. Although the number of subscribers on the company's network increased both in India and Africa resulting in higher total minutes on the network (TMOU), the realized revenue per minute (ARPM) continued to remain under pressure. The average revenue per user (ARPU) though increased due to increased data usage from its 3G user base and higher voice minutes of usage...

Words: 5319 - Pages: 22

Premium Essay

Airtel Profile

...COMPANY PROFILE Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures received certificate for commencement of business on January 18, 1996. The Company was initially formed as a wholly-owned subsidiary of Bharti Telecom Limited. Bharti Airtel Ltd is one of the world's leading providers of telecommunication. Airtel has GSM network in all countries in which it operates, providing 2G, 3G and 4G services depending upon the country of operation. Airtel is the world's third largest mobile telecommunications company with over 261 million subscribers across 150 countries as of August 2012. It is the largest cellular service provider in India, with 183.61 million subscribers as of November 2012.[5] Airtel is the third largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. The chronology of events since Bharti Tele-Ventures was incorporated in 1995 is as follows: Calendar year & Events 1995 - Bharti Cellular launched cellular services 'AirTel' in Delhi 1996 - Bharti Telenet launched cellular services in Himachal Pradesh 1997 - British Telecom acquired a 21.05% equity interest in Bharti Cellular - Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle 1998 - First Indian private fixed-line services launched in Indore in the Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby...

Words: 1131 - Pages: 5

Premium Essay

Bharti Airtel

...If you were Bharti, what major concerns would you have about entering an outsourcing agreement with IBM? With Ericson, Nokia or Siemens? Bharti Airtel started as a very small company with only $900 capital. Who would have imagined it would have become India biggest Telecom Company. Today, Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony in India, and is also a provider of broadband and subscription television services. It offers its telecom services under the "Airtel" brand, and is headed by Sunil Bharti Mittal. It also acts as a carrier for national and international long distance communication services. Concerns with IBM, Nokia, Ericson and Siemens When Bharti was going through crises of capital expenditures, Gupta introduced two proposals for their benefit. One was to combine with IBM and another was to Nokia, Ericson and Siemens. Their strategy was to hand over the full responsibility of buildup, maintenance and servicing of the telecom network to equipment vendors. As IT technology is not an easily available and cheap market. It does require a lot of investment money to go in. At that stage-when Gupta made the proposal-Bharti didn’t had much. So from the point of a chairman it was the best solution to get the outsourcing done. “The advantages that it has was uncertainty in expenditure would have been low, transferring risk equipment risk to the vendors, pay for use and avoid capacity wastage”(Applegate, Austin &...

Words: 659 - Pages: 3

Free Essay

Bharti Airtel

...Bharti AirTel Case Digest Bharti AirTel Limited, although in relatively good financial standing, should be very careful in allocating its limited resources. Investments for network installation, maintenance, service and IT systems can cause significant pressure in Bharti’s working capital. As such, investment decisions can make or break Bharti. There are several key reasons why Bharti should outsource its network and IT systems. The first reason is the rapidly changing environment of the telecommunication industries. If Bharti purchases its own network and IT systems, the systems may be obsolete in no time thus wasting the limited capital resources of this company. A second reason is Bharti’s should concentrate on its competencies. Its strength is not technology but operations. This firm’s competency is not in IT design or in network systems. Instead, its core competency is branding and customer service. Therefore, it is in these areas that Bharti has to concentrate. Bharti should leave the technology part to its vendors so that it can maintain its competitive edge. Outsourcing will provide Bharti the option of always getting the best in the field as vendors compete against each other in providing the best offerings at the best cost. Bharti can change networks/IT without worrying about the fixed structures that will become obsolete and useless because of the rapidly evolving technology. Practically, Bharti will in fact be transferring investment risks to the vendors...

Words: 569 - Pages: 3

Premium Essay

Airtel Perception

...A STUDY ON CUSTOMER PERCEPTION TOWARDS Submitted in the partial fulfillment in Bachelor of Business Administration Submitted To: Submitted By: Ms. Rasna Pathak Project Guide Roll no. 94532451177 BBA 6th SEM GNA Institute of Management & Technology (Affiliated from PTU) ACKNOWLEDGEMENT I would like to take an opportunity to thank all the people in collecting the necessary information and making of the report. I am grateful to all of them for their time and wisdom. My project becomes a reality only because of cooperation of many people who had helped me in completing this project. I sincerely extend my gratitude to Ms Rasna Pathak who has given me this golden opportunity to have an insight in the corporate world and who has been a source of guidance and support. Sameer Thakur TABLE OF CONTENTS |Title Page |1 | |Bonafide Certificate |2 | |Declaration ...

Words: 8497 - Pages: 34

Free Essay

Bharti Airtel

...Bharti Airtel Case In the year 2004, Bharti Airtel was at an important crossroads where the company needed to make decisions that would be instrumental in deciding how successful the company would be in the future. The company was growing at an incredible pace, 100% per year, and it was having trouble keeping up with the growth in order to maintain the network. The process of budgeting, maintaining vendor contracts, and managing IT capital expenditure were starting to become a formidable challenge for the company. Bhart Airtel needed to understand exactly what its core competencies were and make the appropriate strategic plans to focus on the competencies. Bharti Airtel’s core competency was understanding the customer’s needs and building the brand up. There was a 300-400 million potential Indian phone customers, and Bharti Airtel’s goal was to capture as much of the market share as they could. The problem was that the company was spending much of it’s time and resources on maintaining the expansive network and focusing on it’s Information Technology needs. This led to the company being more focused on it’s IT needs and less on it’s core competency. Akhil Gupta decided to make a revolutionary decision by changing they way things had been done. Instead of focusing the company’s time and resources on expanding and maintain the expansive network, Gupta thought it was a better idea to outsource all of it’s IT needs. This unpopular decision by Gupta meant that Bharti Airtel would...

Words: 323 - Pages: 2

Premium Essay

Bharti Airtel

...Hai |1 Case 5 – Strategic Outsourcing at Bharti Airtel Limited 1. Do you think Bharti should enter the outsourcing agreements outlined by Gupta? What do you see as advantages and disadvantages of such agreements? In my opinion, Bharti should go ahead with its outsourcing agreements outline by Gupta. There are advantages and disadvantages of delegating its telecommunications and IT networks to vendors. First of all, Indian market for Telecom is growing exponentially. In 1989, there were 4.2 million telephone subscribers. By 2003, the number was 54 million. Thus, outsourcing would help Bharti to full capitalize the astounding growth surge. It can use its resources and expertise to only focus on core areas of value-added services, marketing, branding and pricing, and leave the rest to expert vendors. Second, as one of Applegate’s benefits of “incremental outsourcing”, Bharti would reduce its deliver time to market by outsourcing (Applegate, 287). New network set up in a circle takes at least 6 months from planning to operating. Using its vendors’ technology and expertise, new products would be developed faster and the time would be reduced to get the product or service to the end users. Third, Bharti would receive favorable cash flow profiles and cost reduction from outsourcing, according to Applegate (288). The company would transfer equipment investment risk to vendors. It does not have to keep the investment in maintaining excess capacity. Vendors can archive...

Words: 1413 - Pages: 6

Premium Essay

Airtel Annual Repot Discussion

...Bharti Airtel Limited Annual Report 2010-11 Board of directors Sunil Bharti Mittal Akhil Gupta Chua Sock Koong N. Kumar Ajay Lal Craig Ehrlich Pulak Prasad Rakesh Bharti Mittal Tan Yong Choo Evan Mervyn Davies Rajan Bharti Mittal Hui Weng Cheong Nikesh Arora Salim Ahmed Salim Tsun-yan Hsieh Manoj Kohli Table of contents Corporate information Performance at a glance rformance Chairman's message airman's CEO (International) & JMD's message O (Internation onal) on CEO (India & South Asia)'s message O (India dia Corporate social responsibility rporate po Directors' report rectors' e Management discussio & analysis nage agement discussion ssio ssion Report on corporate governance governance port ver ve Secretarial audit report report cretarial o Standalone financial stateme with Aud ors' report Auditors' ndalone a statements ments me e uditors r Consolidated financial statements with Auditors' report nsolidated financial statements w i nt with t 2 3 4 6 8 10 0 1 14 24 30 47 48 103 1 Bharti Airtel Annual Report 2010-11 Corporate information Board of directors Mr. Sunil Bharti Mittal Chairman & Managing Director Mr. Manoj Kohli CEO (International) & Joint Managing Director Non-executive directors Mr. Ajay Lal Mr. Akhil Gupta Ms. Chua Sock Koong Mr. Craig Ehrlich Lord Evan Mervyn Davies Mr. Hui Weng Cheong Mr. N. Kumar Mr. Nikesh Arora Mr. Pulak Prasad Mr. Rajan Bharti Mittal Mr. Rakesh Bharti Mittal H.E. Dr. Salim Ahmed...

Words: 98549 - Pages: 395

Premium Essay

Regional Analysis Airtel

...Executive Summary Bharti Airtel, a leading telecommunications provider in India has seen an enormous growth since the opening up of the Indian economy after the economic reforms initiated by the then PM of India, Mr. P.V.Narasimharao towards liberalization, globalization and privatization. Airtel is now the fourth largest telecom company in the world in terms of subscriber base and is the leading telecom carrier in India. The phenomenal growth of Airtel has been due its outstanding and unique business model where it retained its core-functions to itself such as marketing and finance and outsourced its IT functions to companies such as IBM. Airtel has expanded significantly since 1992 due to the competitive advantage it had in the domestic market ( pan-India presence) and only since 2005-06 it started going global foraging into Africa. Significant threats to Airtel come from the lowering of FDI influx into Indian economy and increasing government regulations in the spectrum allocation frame work ,political interference and lobbying. Also the unstable economic conditions in the countries such as Central Africa were not favorable for its expansion in the global markets. Bharti Airtel (or simply Airtel) is an Indian telecommunications company with operations in 20 countries across Asia and Africa. It is headquartered in New Delhi India and was originally conceived and set up by Sunil Bharti Mittal in 1995. At present, Airtel is the world’s fourth largest telecommunication...

Words: 2782 - Pages: 12

Premium Essay

Assignment on Sensory Marketing of Airtel

...INTRODUCTION TO TOPIC SENSORY MARKETING: Marketing techniques that aim to seduce the customer by using his senses to influence his feelings and behavior. Sense: Any of the faculties, as sight, hearing, smell, taste, or touch, by which humans and animals perceive stimuli originating from outside or inside the body. HISTORY: During the 1950s, marketers concentrated on using sight for branding. They focused on color and form to promote brands. This was because the main medium for advertising was posters. As television became popular, the consumers' sense of sound was appealed to in advertising. This was mainly during television commercials in the form of jingles (appendix a). In the 1970s marketers began to find that smell could be used in brand promotion. They were also able to adjust the scent of their products to make them more palatable for the consumer. Recently sensory branding has developed to encompass all five senses. Where it all starts….. Perceptual Encoding (process of meaning attribution) Sensation (five senses) Stimuli (exposure) See Ear Smell Taste Feel Sight Sound Odor Flavor Texture The Senses 1. Visual Sight is the most used sense for marketing because it is the one most responsive to the environment. According to fashion retailer Gina Tricot, 'the eyes buy 70 or 80 percent of what people buy.' Sight is how the customer knows the product offering, quality, changes...

Words: 2270 - Pages: 10

Premium Essay

Customer Perception on Airtel.

...INTRODUCTION Introduction In today’s globalizing economy competition is getting more and more fierce. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before. Not only is the number of competitive offerings rising due to globalization of production, sourcing, logistics and access to information. Many products and services face new competition from substitutes and from completely new offerings or bundles from industry outsiders. Since product differences are closed at an increasing speed and many companies try to win the battle for customers by price reductions, products and services tend to become commodities. Customer perceptions are influenced by a variety of factors. Besides the actual outcome - i.e. did the product or service deliver the expected function and did it fulfil the customers need - the whole process of consumption and all interactions involved are of crucial importance. Background of the Study Today’s globalised information driven economy this can also comprise issues like • How other customers or influencing groups perceive the product or brand • The degree to which the customer feels the actual marketing campaign addresses the most important issues • Responsiveness and service quality of any affiliates, e.g. distribution partners Customer perceptions are dynamic. First of all, with the developing relationship between customer and company,...

Words: 10139 - Pages: 41