promotional strategies of airtel

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1.1 INTRODUCTION ABOUT THE STUDY

PROMOTIONAL STRATEGIES

Promotion is true that products are manufactured to satisfy the needs of the consumers. But

alone is not enough. Today the responsibility of the manufacturers does not cease with

physical production whatever may be the nature of the product. The present day marketers

are consumer oriented where it is the duty of the manufacturers to know from where, when,

how and what price the products would be available. Successful marketing consists in

offering the right product of the right price of the right place (and time) with right promotion.

In course of time, various activities came into vogue designed particularly to help easy

sale of goods. These activities commonly known as promotional Mix The marketingcommunication Mix also called as the Promotion Mix consists of four major tools.

1. Advertising.

2. Sales Promotion

3. Publicity

4. Personal Selling

MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertaken to pass on the message of a product or

sale to the ultimate consumers. Thus, there are three elements in this process.

1.2 OBJECTIVES

To know the customer opinion about tariff rates of Airtel

To know the brand loyalty of Airtel

To know the influencing factors of Airtel

To know the market share of the Airtel

To know the sources of awareness for the customers

To identify the customers satisfaction level regarding the advertisement of Airtel.

To find out the right media for advertising of Airtel in the view of customers.

To know the impact of advertisement on customers and on sales

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To find out the customer attitude towards advertisement campaign of Airtel.

1.3 IMPORTANCE / NEED OF THE STUDY:

The purpose of advertising is motivating but to sell something a product, a service or anAIRTEL. The real objective of advertising is effective communication between producers

and consumers. In other words the ultimate purpose all advertising is Increased awareness

list of the following specific objectives of advertising.

1.4 SOURCES OF DATA

One of the important tools for conducting marketing research is the availability of

necessary and useful data. Data collection is more of art than science the methods of

marketing research are in a way the methods of data collection. The sources of information

fall under two categories.

Internal sources:

Every company has to keep certain records such as accounts, records, reports, etc., these

records provide sample information which can organizations usually keeps collecting in its

working.

External sources:

When internal records are insufficient and required information is not available, the

organizations will have to depend on external sources. The external sources of data are:

Primary data:

Primary data are data gathered for a specific purpose or for a specific research report.

For systematically collecting the data the closed end questionnaire is used. The

questionnaire consists of questions relating to various aspects of the study for proper data

collection the questionnaire is divided into 2 sections. Both the sections are meant for the

respondent only.

Secondary data:

Secondary data are data that are collected for another purpose and already exist

somewhere. Data pertaining to company is collected from company web site company

catalogues and magazines. The company profile gives a detailed report of history various

products manufacture by its etc.

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1.5 RESEARCH METHODOLOGY

SURVEY METHOD:

A survey is a complete operation, which requires some technical knowledge survey

methods are mostly personal in character. Surveys are best suited forgetting primary data.

The researcher obtains information from the respondents by interviewing them.

SAMPLING:

It is not always necessary to collect data from whole universe. A small representative

sample may serve the purpose. A sample means a small group should be emanative cross

section and really representative in character. This selection process is called sampling.

SAMPLE SIZE:

Samples are devices for learning about large masses by observing a few individuals. The

selected sample is 25.

Sampling plan:

1. SAMPLING UNIT -The business people, professionals are survived

2. SAMPLING PROCEDURE - Stratified random sampling method is chosen.

The data collected from both the primary and secondary sources is tabulated and presented

in a systematic from prior to classification and interpretation.

METHOD OF SAMPLING

RANDOM SAMPLING METHOD

The method adopted here is random sampling method. A random sample is one where

each item in the universe has as equal chance of known opportunity of being selected.

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1.6 DATA ANALYSIS TECHNIQUES

QUESTIONNAIRE:

A Questionnaire is carefully completed logical sequence of question directed to a define

objective. It is the out line of what information is required and the framework on which the

data is built upon. Questionnaire is son commonly used in securing market information

that its preparation deserves utmost skill and care.

FORMS OF QUESTIONS:

OPEN ENDED QUESTIONS:

They are descriptive in nature. Respondents are allowed to answer in their own words.

Such questions buying the actual opinion of the respondent regarding a product

CLOSED ENDED QUESTIONS:

They are not descriptive in nature. They will be given certain choices and the respondents

have to choose choice among them. They make analysis easy but sometimes they restrict

the respondents choices.

TYPES OF CLOSED ENDED QUESTIONS:

DICHOTAMS: a question offering two answers choice.

MULTIPLE CHOICES: a question offering three choices.

RATING SCALE: a scale that rates some attributes from poor to excellent.

SCOPE OF THE STUDY

The Scope is limited to one Branch. The scope of the study is to know various promotional

Strategies in Airtel. It is aimed at enlightening the company about different steps to be taken

up to increase the share of Airtel with regard other competitors and also to make the company

to provide better customer services.

1.7 PERIOD OF STUDY

Time taken to this study is 45 days for collection of data and data analysis.

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1.8 LIMITATIONS

1. Time is the main limitation for the study, as project was restricted only for 1 and

half month.

2. The methods used in this project are random sampling methods and results

obtained may not be accurately fully accurate and believable.

3. The research has been centered to only hundred dealers of Twin Cities (Hyderabad

& Secundrabad), rather than innumerable dealers dealing with different products of

different brands across the globe.

4. The analysis is purely based on closed ended questions and due their deliberate

manipulation, important information may be lost and even barriers of

communication would cause a limitation.

5. The whole project research was confined to only Twin Cities (Hyderabad &

Secundrabad).

6. The research was done with the help of employees of the organization for some of

the dealers and their barriers of communication or way to represent the topic would

differ and actual information would be lost.

7. The dealers responded during the survey were possessing primary education and

their views would not be able to provide the required information.

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2.1 INTRODUCTION

Bharti Telesoft, the telecom and e-commerce venture of Bharti Enterprises, India has

maintained a very close track on technology and new services to help its customers and

partners thrive on change. Bharti Telesoft is an Indian software company with a clear

distinction. As part of India's largest telecom group, it is uniquely able to harness rich domain

experience to the customer's benefit. Instead of being an IT company providing telecom

solutions, we pride ourselves in being just the opposite!

Bharti Telesoft is fast on the way to attaining a position of leadership in the IT world, through

its clear focus on telecom, backed by rich domain expertise. The company has one of the best

development facilities in the country, and has offices in India, United States and United

Kingdom.

"As we spread wings to expand our capabilities and explore new horizons, the fundamental

focus remains unchanged: seek out the best technology in the world and put it at the service

of our ultimate user: our customer."

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Sunil Bharti Mittal(Group Chairman and Managing Director)

About Bharti Airtel Limited:

Bharti Airtel Limited, a group company of Bharti Enterprises, is Indias leading

integrated telecom services provider with an aggregate of 62 million customers.

Bharti Airtel has been rated among the best performing Companies in the world in the

Business Week IT 100. Bharti Airtel is Structured into three strategic business units

Mobile services, Broadband& Telephone (B&T) services and Enterprise services.

The mobile business Provides mobile & fixed wireless services using GSM

technology across 23Telecom circles. The B&T business provides broadband

& telephone Services in 94 cities. The Enterprise services provide end-to-end

telecom Solutions to corporate customers and national & international long distance

Services to carriers. All these services are provided under the Airtel brand. Airtels

high-speed optic fiber network currently spans over 53,000 kms Covering all the

major cities in the country. The company has two International landing stations in

Chennai that connects two submarine cables Systems - i2i to Singapore and SEA-

ME-WE-4 to Europe

Bharti Enterprises has been at the forefront of technology and has revolutionized

telecommunications with its world-class products and services.

Established in 1985, Bharti has been a pioneering force in the telecom sector with

many firsts and innovations to its credit, ranging from being the first mobile service

in Delhi, first private basic telephone service provider in the country, first Indiancompany to provide comprehensive telecom services outside India in Seychelles and

first private sector service provider to launch National Long Distance Services in

India. As of October 31, 2004, Bharti had approximately 9.83 million total

customers nearly 9.06 million mobile and 776,000 fixed line customers.

Its services sector businesses include mobile operations in Andhra Pradesh,

Chennai, Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata,

Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab, Rajasthan, TamilNadu, Uttar Pradesh (East) circle, Uttar Pradesh (West) circle and Jammu &

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Kashmir. In addition, it also has fixed-line operations in the states of Madhya

Pradesh and Chhattisgarh, Haryana, Delhi, Karnataka and Tamil Nadu and

nationwide broadband and long distance networks.

Bharti has recently launched national long distance services by offering data

transmission services and voice transmission services for calls originating and

terminating on most of India's mobile networks.

The Company is also implementing a submarine cable project connecting Chennai-

Singapore for providing international bandwidth.

Bharti Cellular Limited

Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai

(Metro), UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP

The company offers services under the brand name "AirTel".

Technology Partners:

AirTel has been immeasurably strengthened by its partnership with British

Telecom U.K. and Telecom Italia of Italy.AirTel services are in technical alliance

with Ericsson, has provided AirTel subscribers with a truly world class network.

Bharti Mobile Limited

Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab

under the brand name "Airtel".

Promoters:

Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.

Technology Partners:

AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the

telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti

Enterprises India.

The Bharti Enterprises, established in 1976, is today a multifaceted

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organization and a leading group involved in the manufacturing and the services

sector. Its key focus is on the marketing and operations of a comprehensive range of

telecom services in addition to the Healthcare sector.

Launch of Services: Karnataka: AirTel launched its services in Karnataka on May

13, 2000. The services in Punjab started in February 2002.

AirTel is brought by Bharti Enterprises, India's leading telecom

conglomerate, through its company, Bharti Mobile Limited. Bharti Enterprises has

revolutionized Indian telecommunications with its world-class products and

services.

Pre-paid Card:

The pre-paid card "Magic" is a nationwide brand.

Bharti Mobinet Limited

Service Area: Chennai (Metro)

Brand Name: Air Tel

Bharti Mobitel Limited

Service Area: Kolkata (Metro)

Brand Name: Air Tel

Bharti Mobitel is the cellular licensee for the Kolkata Metro.

Bharti Enterprises has been at the forefront of technology and has

revolutionized telecommunications with its world class products and services.

Established in 1976, Bharti has been a pioneering force in the telecom sector with

many firsts and innovations to its credit. Bharti has many joint ventures with world

leaders like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden;

Asian infrastructure find, Mauritius; International Finance Corporation, USA and

New York Life International, USA.

Bharti provides a range of telecom services, which include Cellular, Basic,

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Internet and recently introduced National Long Distance. Bharti also manufactures

and exports telephone terminals and cordless phones. Apart from being the largest

manufacturer of telephone instruments in India, it is also the first company to export

its products to the USA.

Pre-paid Services:

The company operates its pre-paid service under the brand name "Magic".

Bharti Telenet Limited

Service Area : Himachal Pradesh

Brand Name: Air Tel

2.2 OBJECTIVES OF THE COMPANY

To undertake transformational projects that has a positive impact on the

society and contribute to the nation building process.

To Diversify into new businesses in agriculture, financial services and retail

business with world-class partners

To lay the foundation for building a conglomerate of future

2.3 VISION-MISSION STATEMENT

2.3.1 VISION

By 2015 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

To build India's finest business conglomerate by 2020

Supporting education of underprivileged children through Bharti Foundation

Strategic Intent:

To create a conglomerate of the future by bringing about Big Transformations

through Brave Actions.

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2.3.2 MISSION

We at Airtel always think in fresh and innovative ways about the needs of our

customers and how we want them to feel. We deliver what we promise and go out

of our way to delight the customer with a little bit more

We will meet global standards for telecom services that delight customers

through:

Customer Service Focus

Empowered Employees

Cost Efficiency

Unified Messaging Solutions

Innovative products and services

Error- free service delivery

2.4 Board of Directors

The Board of Directors of the Company has an optimum mix of Executive and Non-

Executive Directors, which consists of three Executive and fifteen Non-Executive Directors.

The Chairman and managing director, Mr. Sunil Bharthi mittal, is an executive Director and

the nuber of Independent Directors on the Board is 50% of total Board strength the

independence of a Director is determined on the basis such that director does not have any

material pecuniary relationship with the company, its promoters or its Management, which

may effect the independence of the judgment of a Director. The Board members possess

requisite skills, experience and expertise required to take decisions,which are in 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

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N. Kumar

Kurt Hellstorm

Donald Cameron

Paul OSullivan

Professor V.S. Raju

Pulak Chandan Prasad

Bashir Abdullah Currimjee

Gavin Darby

Syeda Imam

Ajay Lal

York Chye Chang

Paul Donovan

Arun Bharat Ram

Management Structure

The group has been structured to create functional and operational specialization with a linear

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vision of business lines and functional areas.

The Company is headed by Chairman and Group Managing Director- Sunil Bharti Mittal

who is assisted by two Joint Managing Directors- Akhil Gupta and Rajan Bharti Mittal. The

Company also has two Presidents- President Mobile Services and President Infotel Services,

this responsibility includes Fixed-line, Long Distance and Broadband Services. The

Presidents report to the Group Chairman and Managing Director. The head of units and

SBUs report to the respective business's President.

An apex team of Corporate Directors has been constituted. The corporate directors have

supervisory and strategic responsibilities for functional areas across business lines. The

directors oversee functional areas including Business Development, Human Resources,

Marketing, Corporate Communication, IT & Technology, Finance, Legal, Corporate Affairs,

Corporate Strategy & Planning and Supervisory Director cum Chief Mentor - mobility.

The organization structure is designed to ensure that identical businesses are run along

similar lines and best resources in any functional field, be tapped to serve the best interests of

the entire group.

The structure also defines the role of the Head of the units who are totally empowered to

manage their respective companies and are fully responsible for business operations to build

world-class organizations with a high degree of customer focus.

BOARD OF DIRECTORS

MR. SUNIL BHARTI MITTAL

MR. RAKESH BHARTI MITTAL

MR. RAJAN BHARTI MITTAL

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Organisation Structure:

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CORPORATE STRUCTURE

1. Group structure

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Bharti Teletech, the manufacturing arm of Bharti Enterprises, with an installed capacity of 5

million telephone sets per annum, is India's leading manufacturer of high quality telephones.

Today Bharti Teletech is the major PTT supplier in South Asia. It has ISO 9002 accreditation

and also an OEM for Sprint Corporation and Siemens. Its range of products marketed under

the brand name Beetel constitutes a 30% market share in India thereby making it the market

leader in the domestic market.

Bharti Teletech has also found a growing market in Russia, Singapore, Sri Lanka, Romania,

Bahrain, Qatar, Jordan, Dubai, Yemen, Oman, Uganda, Nigeria, Tanzania, Seychelles,

Zimbabwe, South Africa and USA.

Services and Accomplishments

The largest private sector integrated telecommunications services group in

India in terms of the number of customers.

Largest Mobile footprint in India, covering 18 of the 23 licensed areas.

Proven track record of managing growth - both organic as well as by way of

acquisitions.

First and largest private telecommunications services company offering

fixed-line services in India.

Existing foreign shareholders have acquired direct and indirect equity

interests in the Company for a total consideration exceeding US$1 billion.

First private telecommunications company to launch long distance services.

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First off the block to launch fixed-line services in all the four circles of

Delhi, Haryana, Karnataka and Tamil Nadu.

2.5 PRODUCT MIX

PRODUCT

Airtel Pre-paid

Airtel Post-paid

Blackberry Wireless Handheld

Value Added Services (VAS)

The different value added services provided by Airtel are-

Instant Balance Enquiry

24Hr recharge Facility

Caller line identification

Call divert, Call wait & Call Hold

Multimedia messaging service (MMS)

Airtel Live Portal

SMS based Information Service

Hello Tunes & Ring Tones

Voice Mail Service

Easy Post-paid bill collection

Gifting of Ring Tones & Hello Tunes

GPRS

Business Solutions

PRICE

Customer based pricing strategies.

Flexible pricing mechanism

Controlled by TRAI.

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PROMOTIONAL ACCTIVITIES

Large scale print and video advertising.

Big celebrities like SRK and Sachin are roped in to endorse the product.

In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps

the most downloaded tune in India.

Provides innovations such as Bollywood movie premiers, music services such as ring

back tones & many more.

"Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan.

Executives corporate plan(First to give prepaid in this category).

Special discounts in calling rates & sms services.

Providing wallpapers and screensavers on website.

2.6 PERFORMANCE OF THE COMPANY

Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened.

It has managed to hold on to its leadership position inspite of the presence of other

players with deep pockets Ambanis, Tatas, Birlas and Vodafone.

Has coped well with regulatory changes.

Continues to attract and delight customers

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2.7 Awards and Recognitions

2010-11

AIRTEL has won the Most Preferred Cellular Service Provider Brand award at the

CNBC Awaaz Consumer Awards in Mumbai. This is 6th year in a row that AIRTEL

has won the award in this category. This year, the awards were based on an exhaustive

consumer survey done by The Nielsen Company. Over 3,000 consumers, spanning 19

cities and 16 states in India, rated brands across different categories to choose brands

which delivered true value for money.

Bharti AIRTEL has received the prestigious Business world-FICCI-SEDF Corporate

Social Responsibility Award 2009-2010. The FICCI Socio Economic Development

Foundation (FICCI-SEDF) and Business world CSR award was instituted in 1999 to

recognize exemplary responsible business practices by the Indian industry.

2009-10

Bharti AIRTEL rated as Indias Best Enterprise Connectivity Provider for 2009 at the

Annual Users Choice Awards instituted by PC Quest.

Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009

at the Telecoms World Awards Middle East by Terrapin.

AIRTEL was rated as the Strongest Brand in the Economic Times Brand Finance

Brand Power Rating 2009. It is the only Corporate Brand to be awarded the AAA

rating

Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for

Excellence in Public Administration, Academics and Management.

AIRTEL ranked second in the Economic Times-Brand Equity Most Trusted Brand2009.

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Bharti AIRTEL ranked Indias second most valuable company, by Business Today in

2009.

Bharti AIRTEL listed in Forbes Asias Fabulous 50 companies, 2009 on number sixth

position.

Bharti AIRTEL was recognized as the Service Provider of the Year and Wireless

Service Provider of the Year at the Frost & Sullivan Asia Pacific ICT Awards 2009.

Bharti AIRTEL bagged the Best Carrier India Award and the Ovum Telco-

Transformation Award at the Telecom Asia Awards 2009.

Bharti AIRTEL was ranked sixth among the top 100 best performing technology

companies in the world, compiled by Business Week for the year 2009. The company

is placed ahead of global technology leaders like Apple (19), Microsoft (22) and

Google (37) in this exclusive list.

Sunil Mittal received the Madras Management Association (MMA) Business

Leadership Award for 2008-09 for revolutionising Indian telecom.

Bharti AIRTEL was selected as one of the top 10 winners of the IDC Enterprise

Innovation IT Awards 2009 across APAC region for its BSS Transformation Project.

Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany).

Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the

University of Leeds, UK.

Bharti AIRTEL received the Best Content Service Award for the AIRTEL-IFFCO

Farmer Information Dissemination Platform at the World Communications Awards in

London.

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Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009 at

the Telecoms World Awards Middle East. Telecoms World is one of the flagship

annual awards by Terrapin, one of the leading business media organizations forinternational telecom carriers and service providers.

Bharti AIRTELs low cost computing device AIRTEL Net PC was recognized by

Hindustan Times as one of the Top 9 Best Tech Products of 2009.

Bharti AIRTEL has been ranked among six best performing technology companies

in the world by Business Week. Bharti AIRTEL was awarded the Most Preferred

Cellular Service Provider Award at the CNBC Awaaz Consumer Awards 2009.

Bharti AIRTEL has been awarded the NDTV Profit Business Leadership Award

2009 in the Telecom Sector. NDTV Profit Business Leadership Awards have been

instituted to award organizational excellence. The awards promise to acknowledge the

best, the brightest and the most dynamic of Indian organizations that have emerged

leaders in their respective verticals.

Bharti AIRTEL bagged top honours in the Voice & Data 100 Survey, winning five of

the Voice & Data Telecom Awards 2009. Bharti AIRTEL was named the Top

Telecom Services Provider of the Year 2009. Manoj Kohli, CEO and Joint MD of

bharti AIRTEL, was named the Voice & Data Telecom Person of the Year 2009. The

Awards also named bharti AIRTEL, the Top VSAT Player 2009, the Top NLD Player

2009 and Top Cellular Services Provider 2009.

Bharti AIRTEL has recently won multiple recognitions in the field of Information

Technology such as Spamhaus Group Whitehat Network Star, Security Strategist

Award (Technology Senate 2009), Intelligent Enterprise Award (Technology Senate

2009) & CIO hall of fame.

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2008-09

Winner of the "Gallup Great Workplace Award"- Gallup Consulting, 2008.

"2nd Most Trusted Service Brand" - Annual Economic Times-Brand Equity, Most

Trusted Brands survey 2008.

'Best Content Service Award' for its Farmer Information Dissemination Platform for

bharti AIRTELs joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World

Communications Awards 2008.

Best Project Management' Award for its Gujarat e-GRAM project - World

Communications Awards 2008.

"Best Telecom Company" at the NDTV Profit Business Leadership Awards.

Best Carrier India for innovative products & services and efficient cost models and

the Ovum Telco-Transformation award recognizing philosophy and execution of a

successful outsourcing strategy at the Telecom Asia Awards 2008.

Sunil Bharti Mittal was awarded the GSM Association Chairmans Award 2008.

The highest honor in global telecom sector, recognized his tremendous contribution to

the development of India's telecom sector.

Sunil Bharti Mittal adjudged the Business Leader Transforming India, 2008" at the

NDTV Profit Business Leadership Awards.

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2.8 FUTURE STRATEGIES

Translate its expertise in Indian markets to other emerging economies.

This could call for acquisitions globally.

Technology leadership is a must Airtel must ensure that its reliance on GSM

technology does not render it obsolete.

Indian market inspire of being the worlds largest is still not matured. Opportunities

abound in the hinterland which must be exploited.

MARKET LEADERSHIP STRATEGIES

Segmentation

Long Term Outlook

Product Innovation

Quality Strategy

Heavy Advertising & Media Pioneer

Effective Sales Promotion

Competitive Toughness

Customer care

FUTURE STRATEGIES TO RETAIN ITS MARKET SHARE

New tariff plans.

More value added services.

Increase in visibility and coverage

The AirTel - AirTel advantage

New innovative packages

More of the e-factor

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BUSINESS STRENGTHS

Current high market share

Brand image

Brand equity Production capacity

Corporate image

Profit margins relative to competitors

R & D performance

Managerial personal

Promotional effectiveness

Market share.

Pan India Footprint.

The only operator in India other than VSNL having

International submarine cables.

Customer care.

Promotions.

STRATEGY

Airtel partnered with leading players in telecommunication players across the globe.

It has managed to work with the best of domain specialists globally and emerge as a

world class entity.

Partnerships include operational contracts with marquee vendors and strategic

investors ranging from private equity investors to global telecom giants.

BRAND POSITIONING

Became the 1st Indian company to win the Best Bottom Line IT & Best Knowledge

Management awards by defeating companies such as ONGC, Birla Corp., the Tatas

& Reliance at Asian level.

Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin.

Airtel is transforming itself fully into a Service Led Brand.

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3.1. PROMOTIONAL STRATEGIES

Promotion is true that products are manufactured to satisfy the needs of the

consumers. But alone is not enough. Today the responsibility of the manufacturers does not

cease with physical production whatever may be the nature of the product. the present daymarketers are consumer oriented where it is the duty of the manufacturers to know from

where, when ,how and what price the products would be available. Successful marketing

consists in offering the right product of the right price of the right place (and time) with right

promotion.

In course of time, various activities came into vague designed particularly to help easy

sale of goods. These activities commonly known as promotional Mix. The marketing

communication Mix also called as the Promotion Mix consists of four major tools.

1. Advertising.

2. Sales Promotion

3. Publicity

4. Personal Selling

After the liberalization ofthe Indian Telecom Sector in 1994, the Indian cellular market

witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market

with the five major players being BhartiTele-Ventures Limited (Bharti), Bharat

Sanchar Nigam Limited (BSNL),Hutchinson-Essar limited (Hutch), Idea Cellular limited

(Idea) and Reliance India Mobile (RIM) (Refer Exhibit I).

All the players except RIM offered services based on the Global System for Mobile (GSM)

technology. RIM provided services based on Code Division Multiple Access

(CDMA) technology as well as GSM.

As competition in the telecom arena intensified, service providers took new initiatives to woo

customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount

coupons, business solutions and talk time schemes. The most important consumer segments

in the cellular industry were the youth segment and the business class segment. The youth

segment was the largest and fastest growing segment and was therefore targeted most heavily

by cellular service providers.

Bharti Tele-Ventures adopted celebrity endorsement as its chiefpromotional strategy. By

2004 it emerged the unprecedented leader commanding the largest market share in the

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cellular service market. (Refer Exhibit II). Hutch implemented the celebrity endorsement

strategy partially, relying primarily on its creative advertising for the promotion of its brand.

BSNL, on the other hand, attracted the consumer through its low cost schemes. Being a state

owned player, BSNL could cover rural areas, and this helped it increase its

Subscriber base Reliance was another player that cashed on its innovative promotional

strategies, which included celebrity endorsements and attractive talk time schemes. Idea

relied heavily on its creative media advertising sans celebrities.

MARKETING COMMUNICATION PROCESS:

Generally marketing communication is undertaken to pass on the message of a

product or sale to the ultimate consumers. Thus, there are three elements in this process.

3.2. IMPORTANCE OF ADVERTISING:

The purpose of advertising is motivating but to sell something a product, a service or

an AIRTEL. The real objective of advertising is effective communication between producers

and consumers. In other words the ultimate purpose all advertising is Increased awareness

list of the following specific objectives of advertising.

To make on immediate AIRTEL

To build primary demand

To introduce a price deal

To inform about a products availability

To increase market share

To help salesman by building on awareness of a product among retailers

To increase the frequency use of a product

To build overall company image

To build brand recognition

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3.3 PERSONAL SELLING

The process of selling is ensured by personal selling supposed

by advertising and sales promotion. Of these three methods personal selling occupies the

predominant role mainly because of the personal element involves. It may be described as apersonal source rendered to the community in connection with marketing of goods. It is a

marketing process with which consumers are personally persuaded to by goods and services

offered by a manufacturer. The most powerful element in the promotional mix is salesman

ship, is not something very new. Even centenaries ago salesman ship was practiced in Greece

and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use modern

technique of selling.

Features:

1. It helps to establish a cordial and abiding relationship between the organization and its

customers.

2. It is a creative art. It creates wants a new.

3. It is a science, in the sense that One human mind influences another human mind.

4. Personal selling imparts knowledge and technical assistance to the consumers.

PROMOTIONAL STRATEGIES

Promotional Strategies includes all those functions which have to do with the

marketing of a product all other activities designed to increase and expand the market. But it

is clearly distinguished from advertising and personal selling, through basic aim or all the

three is one and the same viz., to increase the volume of sales.

Sales Promotion: Contests, Games

Sweep stakes, Lotteries

Premiums

Sampling

Fairs and Trade shows

Exhibits

Demonstrators

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Couponing

Rebates

Low interest Financing

Entertainment

Trade in allowances

Trade stamps

Sales promotion in a specific sense refers to those sales activities that supplement

both personal selling and advertising and co-ordination ate them and help to make them

effective, such as displays, shows and expositions, demonstrations and other non recurrent

selling efforts not in the ordinary routine.

In a general sense the sales promotion includes personal selling, advertising and

supplementary selling activities.

Evaluation of Promotional strategies:

Two decades ago, there was no agreement among the marketing people that there was

a separate sales promotion function. In those days, promotion was a share- run to gain a

short run good. The importance of sales promotion is modern marketing has increased

mainly an account of its ability in promoting sales and preparing the ground for future

expansion. The main objective of sales promotion is to attract the prospective buyer towards

the product.

ABOUT AIRTEL

Airtel comes to you from Bharti Cellular Limited - a part of the biggest private integrated

telecom conglomerate, Bharti Enterprises. Bharti Enterprises has been at the forefront of

technology and has revolutionized telecommunications with its world class products and

services. Established in 1976, Bharti has been a pioneering force in the telecom sector with

many firsts and innovations to its credit. Bharti has many joint ventures with world leaders

like Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure

find, Mauritius; International Finance Corporation, USA and New York Life International,

USA.

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Bharti provides a range of telecom services, which include Cellular, Basic, Internet and

recently introduced National Long Distance. Bharti also manufactures and exports telephone

terminals and cordless phones. Apart from being the largest manufacturer of telephone

instruments in India, it is also the first company to export its products to the USA.

Bharti is the leading cellular service provider, with a footprint in 15 states covering all four

metros. It has over four million satisfied customers.

So come explore the making of the brand which touches the lives of 600 million people

across 16 states of India. From the meaning of our logo to downloadable goodies for your

computer, it's all here

3.4 BRAND&ADVERTISING:

For a brand to be successful, it must build enduring relationships with its different audiences.

Integral to this relationship is the visual image of the brand the consumer carries in his/her

mind. The Airtel brand image is created through the consistent application of a carefully

developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's

visual identity helps create instant brand recall and strengthens the relationships that its

audiences have with it.

The Airtel visual identity has different elements that work together to create a strong and

consistent identity for the brand. The most important of these are:

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always

ahead of the rest. It is a specially drawn word mark.

AIRTEL LOGO

The Airtel logo is a strong, contemporary and confident symbol for a brand that is

always ahead of the rest. It is a specially drawn word mark.

The Airtel Image style

The Airtel Typographical style

The Airtel Color Palette

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The Airtel Image style

It incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's

leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.. The

words 'Express Yourself' are very much part of the brand identity.

The Airtel Color Palette

The lettering is grey so that the pure black of Airtel is visually unharmed.

3.5 PUBLICITY

The publicity is derived as Any form of commercially significant news about a

product, and institution, a service, or a person published I a space or radio i.e. not paid for by

the sponsor. In short advertisement is paid form of publicity. It is to be noted here that

though the terms ADVERTISING AND Publicity or differences in the field of marketing,

both are used interchangeably.

The media are broadly classified into direct indirect. Direct method of advertising

refers to such methods used by the advertiser with which he could establish a direct contact

with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc.

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Press Publicity:

This remains the most popular method of publicity to day. News papers and magazines

have become a part of cultural and political life of the people. Now press publicity takes two

forms.

(a) News Papers

(b) Magazines

(A) New papers :

The abbreviation for news papers is North. East, West, South past and present event report.

News papers are bought largely for their news value. As such they are appropriate for

announcing new products and new development of existing products. Because of their

frequency of publication, they are also well suited to opportunity makers, the various

advantages may be summed up as follows:

They reach nook and corner, so their coverage is high.

High frequency enables speedy preparation and publication of advertisement.

News papers offer a lot of flexibility. According to the convenience and necessity of

the advertises the shape and size of advertisement could be changed.

Advertising in news papers is a cheap method of advertising from the company point

of view.

The news papers advertising sponsor four kinds of advertising

Classified advertisement EX : House for sale etc.,

General advertisement

Teaser advertisement

News type advertisement

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(B) Magazines:

Another media under press publicity is magazines, and journals. They also offer good

facility because magazines are read leisurely when the reader mentally prepared to receive the

advertisement.

Magazines are periodicals (periodicals of publication is regular) but different from news

papers in two respects. One is that it pre-selects, its readership through the nature its content:

as mentioned above they are read leisurely magazines, as a group may be subdivided from the

point of view of advertisers as follows :

Kinds of out-door publicity:

Rural Advertising:

It refers to posters which are often posted on walls. The size of such poster would be

big and might contain pictures etc. It is often found in cinema advertising.

Advertisement boards:

These advertisement or posters but are kept at certain fixed places especially at points.

Where people frequently assemble bus stages, railway stations etc., offer good places for this

kind of advertising.

Vehicular Advertising:

This refers to moving advertisements. These advertisement on moving vehicle such as

buses and railway trains offer examples of this. This type of advertising has such a very large

circulation and is considered to be very effective.

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Mobile Division

Overview

Bharti Tele-Ventures vision for its mobile business is To make mobile communications a

way of life and be the customers first choice.

The mission is to meet the mobile communication needs of the customer through 1) error free

service 2) Innovative products and services and 3) cost efficiency. The Companys strategic

objective is to consolidate its leadership position amongst the mobile service providers in

India.

The Indian mobile market, according to the COAI, has increased from approximately 1.2

million subscribers as of March 31, 1999 to approximately 34.77 million subscribers as of

October 31, 2004.

Despite this rapid growth, the mobile penetration rate in India, at approximately 3.4% as of

October 31, 2004, is significantly lower than the average mobile penetration rate in other

Asian and international markets.

The number of mobile subscribers in India is expected to show rapid growth over the next

four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.

Bharti Tele-Ventures believes that the demand for mobile services in India will continue to

grow rapidly as a result of the following factors:

Lower tariffs and handset prices over time;

Growth in pre-paid customer category;

Greater economic growth and continued development of India's economy;

Higher quality mobile networks and services; and

Greater variety and usage of value added services.

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Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all

the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries

providing mobile services under Bharti Cellular Limited.

As of October 31, 2004, approximately 96% of India's total mobile subscriber market resided

in the Company's nineteen mobile circles, which collectively covered only 56% of India's

land mass.

Bharti Healthcare

The corporate ethos of providing the best to our customers carries extra relevance when it

comes to healthcare products. One sector where quality implies the saving of lives and the

promotion of healthy living. Offering quality support to the pharmaceutical industry, Bharti

Healthcare has been engaged in the manufacture of empty hard Gelatine capsules since 1982.

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1. Who are the different Customers who prefer to purchase AIRTEL?

Table 4.1:Table 4.1: Preferring To Purchase AIRTEL.

Source: Primary Data using Questionnaire.

Graph 1:Preferring To Purchase AIRTEL

36

FACTORS NO.OF RESPONDENTS PERCENTAGE

EMPLOYEES 15 30%

BUSINESS PERSONNEL 26 52%

PROFESSION 3 6%

STUDENTS 6 12%

TOTAL 50 100%


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Interpretation: According to my survey, it can be seen from the above table that

indicates Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%) and Students

6 (12%), prefer to purchase AIRTEL.

2. Who influenced you to take Airtel connection?

Table 4.2: INFLUENCING FACTORS TO PURCHASE AIRTEL


GRAPH 2:

BAR GRAPH REPRESENTING THE INFLUENCING FACTORS TO PURCHASE

AIRTEL

37

FACTORS NO.OF RESPONDENTS PERCENTAGE

FRIENDS 11 22%

ADVERTISEMENTS 10 20%

GOODWILL/FAME 14 28%

PERSONAL CHOICE 15 30%

TOTAL 50 100%


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Blue Pie Graph representing influencing factors to purchase of AIRTEL

Interpretation: As per my survey, the above table reflects that Friends 11 (22%),

Advertisements 10 (20%), and Goodwill/Fame 14 (28%), Personal Choice 15 (30%) is the

factors influencing to purchase of AIRTEL.

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3. Are You Satisfied with Airtel Rental Plans Price?

Table 4.3: LEVEL OF SATISFACTION OF CUSTOMER IN VIEW OF PRICE


Graph 3: PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF

SATISFACTION OF CONSUMERS IN VIEW OF PRICE

39

ATTRIBUTESNO.OF

RESPONDENTSPERCENTAGE

VERY GOOD 5 10%

GOOD 20 40%

AVERAGE 19 38%

SATISFACTORY 6 12%

TOTAL 50 100%


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Interpretation: The following table indicates the level of satisfaction of consumers towards

the purchase of AIRTEL.

4. Are Satisfied With Services Of Airtel?

Table 4.4: SERVICES OF AIRTEL TO THE CUSTOMERS


GRAPH 4:

40

Attributes No. of Respondents Percentage

Very Good 10 20%

Good 21 42%

Average 16 32%

Not Satisfied 3 6%

Total 100 100%


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THE FLOATING GRAPH REPRESENTING SERVICES OF AIRTEL TO THE

CONSUMERS

Interpretation: The Floating Graph Representing Services of Airtel to the Consumers.

5. Which of the connection that you most prefer by advertisements?

TABLE 4.5: THE BRAND PREFERED BY THE CUSTOMER:

S.NO Options No. of respondents Percentage

1. Airtel 30 40

2. BSNL 20 27

3. VODAFONE 15 214. IDEA 10 12

Total 75 100


Graph 5: THE BRAND PREFERED BY THE CUSTOMER

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Interpretation:

From the above table it observe red that 40% of respondents are welcomed with the

Airtel subscription.

27% of respondents prefer the BSNL.

21% of the respondents are preferred to VODAFONE.

12% of respondents are preferred to IDEA.

6. What are the Reasons for preference of Airtel Brand?

TABLE 4.6: REASONS FOR PREFERRING AIRTEL:

SL.NO OPTIONS NO.OF RESPONDENTSPERCENTAGE1. Quality 26 35

2. Brand name 24 32

3 Tariff 16 21

4 Others 9 12

Total 75 100


GRAPH 6:

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i

Interpretation:

From the above table we can observe that 35% of respondents select the brand for quality.

32% of them prefer due to brand name.

21% of them due tariff plans.

12% of them select due to package, schemes etc.

Most of respondents preferring the quality of the Airtel.

7. Are you ready to Purchase Airtel Sim?

Table 4.7: Preference rate of customers for purchasing Airtel Sims:

Sl.no Options No. of respondents Percentage1 Yes 51 68

2 No 24 32

Total 75 100


Graph 7: Are you ready to Purchased Airtel Sim?

43

Reasons for preferring Airtel

3532

21

12

05

101520

253035

40

Quality Brand name Tarief Others


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Interpretation:

From the above table we can observe that 68% of respondents are ready to buy the Airtel

sims.

32% of respondents are saying to buy the Airtel.

Most of the customers are ready to buy the Airtel.

8. What are the Influencing factors for purchasing Airtel Sim Cards?

Table 4.8:Influencing factors for purchasing Airtel Sim Cards:

Sl.no Options No. of respondents Percentage

1 Advertisement 22 29

2 Dealers 28 38

3 Friends 15 20

4 Family 10 13

Total 75 100


Graph 8

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Interpretation:

From the above table it refers that 38% of respondents are influenced through the

Dealers.

29% of respondents are influenced through the Advertisement

20% of respondents are influenced through the Friends

13% of respondents are influenced through Family.

09) Rate of purchasing Airtel through Advertisement?

TABLE4.9: Rate of Influence through Advertisement?

Sl.no Options No. of respondents percentage

1 Very much influenced 10 13

2 Some what 35 283 Not influenced 20 26

4 Not at all 10 13

Total 75 100


Graph 9:

45

Factors Influencing for purchase of

AIRTEL

29

38

20

13

05

1015202530

3540

Ad

vertise

men

t

Deale

rs

Frie

nds

Family


46/58

Rate of influence through Advertisement

13

2826

13

0

5

10

15

20

25

30

Very much

influenced

Some what Not

influenced

Not at all

Interpretation:

From the above table determines that 28% of respondents

Are somewhat influenced.

26% of respondents were not influenced.

13% of respondents were Very much influenced.

13% of respondents were Not at all influenced.

Most of the respondents are somewhat influenced to buy by Advertisement effect.

10) What are the satisfaction levels of Airtel Advertisement?

TABLE 4.10: Satisfaction Level of Advertisement

Sl.no Options No. of respondents percentage

1 Very much satisfied 10 13

2 Some what satisfied 35 28

3 Not satisfied 20 26

4 Not at all 10 13

Total 75 100

Source: Data collected through Primary Data using Questionnaire.

Graph 10:

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Satisfaction level of Advertisement

13

2826

13

0

5

10

15

20

25

30

Very much

satisfied

Some what

satisfied

Not satisfied Not at all

Interpretation:

From the above table we can observer that 28%of respondents are Some what satisfied

with Advertisement.

26% of them are not satisfied with Advertisement

13% of respondents are very much satisfied.

13%of them are not at all satisfied.

Most of the customers are some extent satisfied with Advertisement.

11) Which type of advertising channel is best to reach todays customer?

TABLE 4.11: Customer Opinion on Media and Telecommunication

SL.NO Options No. of respondents percentage

1. Electronic media 30 40

2. Print media 10 13

3 Magazines 10 13

4. Hoardings 25 34

Total 75 100


Graph 11:

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Interpretation:

From the above table it found that 40% of respondents are opined the Electronic media

for Advertising of telecom companies.

34% of respondents they go for Hoardings.

13% of respondents prefer Print media.

13% of respondents prefer the magazines.

At most of the respondents are preferred to Electronic media.

12) Do you prefer the Outdoor Media?

TABLE 4.12: AIRTEL ADVERTISING THROUGH OUTDOOR MEDIA

SL.NO Options No. of respondents Percentage

1. Yes 54 68

2. No 21 32

Total 75 100


Graph 12: ADVERTISING THROUGH OUTDOOR MEDIA

48

Customer opinion on Media and Telecommunication

40

13 13

34

0

10

20

30

40

50

Electronic

media

Print media Magazines Hoardings


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Outdoor media Advertising

68

32

Yes

No

Interpretation:

From the above table illustrates the preference of the customers for Outdoor

Advertising of Airtel.

68% of respondents answered YES.

Whereas 32% said NO for out door Media.

It shows us that most of the customers prefer the Outdoor Media.

13) Do you feel whether it is sufficient to do advertise through Outdoor?

Table 4.13: SUFFICENCY RATE OF ADVERTISING THROUGH OUTDOOR


1. Very much 28 37

2. Some what 22 29

3. Not Sufficient 14 19

4. Not At all 11 15Total 75 100


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Graph 13:

Sufficency rate of Advertisement

through Outdoor

37

29

1915

05

10152025303540

Very much Some what

Sufficient

Not Sufficient Not At all

Interpretation:

From the above table it informs that 37% of respondents feel that is very much

Sufficient to do Advertise through Outdoor Media.

29% of respondents are feel it is Some what Sufficient.

19% of respondents feel that is not sufficient.

15% of respondents feel it is Not at all sufficient for Outdoor media.

Most of the respondents are agreed with the Outdoor Media.

14) According to you will outdoor Advertisement Influence the customers?

TABLE 4.14: INFLUENCE THROUGH THE OUTDOOR MEDIA

Sl.no Opinion No. of respondents Percentage

1. Very much 32 43

2. Some what 21 283. Not influence 12 16

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4. Not at all 10 13

Total 75 100


Graph 14:

Influence through Outdoor Media

43

28

1613

0

10

20

30

40

50

Very much Some what Not influence Not at all

Interpretation:

From the above table it is observed that 43% of respondents are very much

influenced through outdoor media.

28% of respondents are somewhat influenced.

16% of respondents are not influenced.

13% of respondents are feeling not at all influenced by Outdoor media.

15) According to you which is the best Advertise form from the following one?TABLE 15: LOCATION OF AIRTEL COMPANY ADVERTISEMENT

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1. Hoardings 38 51

2. Advt on walls 21 28

3. Advt on Buses 12 15

4. Others 04 06

Total 75 100Source: Primary Data using Questionnaire.

GRAPH 15:

Interpretation:

From the above table 51% of respondents saw the Advertisement of Airtel telecom on

Hoardings.

28% of respondents are seen on Walls.

15% of respondents are saw ion the Buses.

06% of respondents are saying they saw Advertisement on others like Magazines,

Flex-boards.

Most of the respondents are going through the advertisement of Airtel by hoardings

FINDINGS

The company is advertisement is not fair and is not reaching to all people.

The advertisement is difficult to understand.

52

Location of Airtel

Advertisement

51

28

15

6

0

10

20

30

40

50

60

Hoardings Adv on wallsAdv on Buses Others


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AIRTEL is not concentrating on the promotional activities for the customers and for

the retailers.

AIRTEL is not giving gifts for the customers.

The company is not concentrating on other types of advertising media.

The package design is not communicative and eye catching, so package design and

color have to blend harmoniously to make the package communication effective.

Network is not reaching to rural villages.

Talk time is very less in Prepaid Cards.

The company is not conducting road shows so as to get awareness in the public about

the product and services.

Improve the marketing personnel and they should give full knowledge to the

customers and retailers.

AIRTEL must improve their personnel selling direct contacting customers to give

awareness of their products.

CONCLUSIONS

Reduce the Tariff rates to increase the market share.

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AIRTEL is not concentrating on the promotional activities for the customers and for

the retailers.

Improve the marketing personnel and they should give full knowledge to the

customers and retailers.

AIRTEL is not giving gifts for the customers.

The company is not concentrating on other types of advertising media.

Network should be expanding to rural villages.

Talk time must be increased in prepaid cards.

Reduce the Tariff rates to increase the market share.

The company should conduct road shows so as to get awareness in the public about

the product and services.

RECOMMENDATIONS

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An attempt has been made to suggest to the Airtel a few measures. These Recommendations

have been made within the preview of the data available.

1) The company must go for some more promotional activities rather than TV,

advertisement, hoarding and news papers.

2) The company has to conduct the periodical meetings with customers and take their

valuable suggestions.

3) The package design should be communicative and eye catching, so package design

and color have to blend harmoniously to make the package communication effective.

4) Innovative efforts must be launched to improve the position through better marketing

strategies.

5) Increase the print media advertisements

6) Always perform the price discount sales

QUESTIONNAIRE

A). Name:

B). Occupation:

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Employee Business Profession Student

C). Address for Communication:

D). Monthly Income (or) Income Level

2000-4000 4000-80008000-12000 More than 12000

E). Are you the user of Mobile?

Yes No

F). Mobile Number:

1) Different customers prefer to purchase AIRTEL?

Employee Business

Profession Student

2) Who influenced you to take Airtel connection?

Friends Advertisement

Goodwill Personal choice

3) Are You Satisfied with Airtel Rental Plans Price?

Very good Good

Average Satisfaction

4) Are Satisfied With Services Of Airtel?

Very good Good

Average Not Satisfied

5) Which of the connection that you most prefer by advertisements?

Airtel Bsnl

Vodafone Idea6) What are the Reasons for preference of Airtel Brand?

Quality Brand name

Tariff Other 7) Are you ready to Purchase Airtel Sim?

A) Yes B) No

8) What are the Influencing factors for purchasing Airtel Sim Cards?

A) Advertisement B) Dealer

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C) Friends D) Family

9) Rate of purchasing Airtel through Advertisement?

A) Very much influenced B) some what

C) Not influenced D) Not at all

10) What are the satisfaction levels of Airtel Advertisement?

A) Very much satisfied B) some what

C) Not satisfied D) Not at all

11) Which type of advertising channel is best to reach todays customer?

A) Electric media B) print media

C) Magazines D) hoardings

12) Do you prefer the Outdoor Media?

A) Yes B) no

13) Do you feel whether it is sufficient to do advertise through Outdoor?

A) Very much B) some what

C) Not sufficient D) Not at all

14) According to you will outdoor Advertisement Influence the customers?

A) Very much B) Some what

C) Not influence D) Not at all

15) According to you which is the best Advertise form from the following one?

A) Hoardings B) Advt on walls

C) Advt on buses D) Others

BIBLIOGRAPHY

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BOOKS

1) Phillip Kotler & Kevin Lane keeler, Marketing Management 12th Edition

(New Delhi: Prentice hall of India, 2007).

2) Paul E.Green Donald S Tull and Gerald Albaum, Research for Marketing Decisions

5th Edition (New Delhi: Prentice hall of India, 2005).

3) G.c.barri, Marketing Research Tata McGraw 4th Edition reprint 2002.

4) R.S.N.Pillai, Modern Management 8th Edition 2008,

NEWSPAPERS

The Hindu

The Economic Times

Deccan Chronicle

The Times of India

WEB SITES

www.bharati.com

www.airtel.in
http://www.bharati.com/http://www.airtel.in/http://www.bharati.com/http://www.airtel.in/

promotional strategies of airtel

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