U. P. Technical university for the partial fulfillment of the degree of mba



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WHAT DOES AIRTEL OFFER?


With Airtel, the subscriber wouldn't just get a personal phone that lets him/her be in touch, always, but also gets a host of benefits that let him/her manage his/her time like never before.

An Airtel subscriber is provided with a Subscriber Identity Module Card (SIM card) - that is the key to operating his/her cellular phone. His card activates Airtel cellular services and contains a complete micro-computer chip with memory to enable one to enjoy one's cellular phone thoroughly. Each SIM card contains a PIN code (Personal Identity Number) which may be entered by one. Just plug your SIM card into your cellular phone, enter the PIN code and it becomes 'your' personal phone'.


PRODUCT LIFE CYCLE


The pattern of cellphone subscriber growth observed elsewhere in the world reveals that the growth in the market is Initially slow followed by a sharp acceleration, but so far that has not happened in India. As far as the Product Life Cycle is concerned. Indians are at the beginning of the maturity stage.



introduction

growth

maturity

marketing objectives

Create product awareness and trial

Maximise market share

Maximise profits whole defending market share

Strategies

Product

Offer a basic product/ service.

Offer value added services

Increase in number of value added services.

Price

Charge cost- plus

Price to penetrate market

Price to match or best competitors

Distribution

Build selective distribution

Build Intensive distribution.

Build more intensive distribution.

Advertising

Build product awareness among early adopters and dealers.

Build awareness and interest in the mass market

Stress brand differences and benefits.

Sales Promotion

Use heavy sales promotion to entice people to subscribe.

Increase to build and maintain relationships with customers.

Increase to encourage brand-switching.


OBJECTIVES OF THE STUDY



Objectives:

  • To study the importance and development of tele – communication industry in today’s scenario.

  • To understand the various Marketing Strategies which Airtel has adopted to survive in highly competitive cell phone industry.

  • To make a comparative study of the major players in Indian Service Provider.


RESEARCH Methodology

The methodology adopted for this project is exploratory in nature since there is no hypothesis that has to be tested. The conclusions have been drawn by exploratory research work.

There have been two sources of information collected:



  1. Primary Sources

I have met retailers of the Airtel of the company and have been able to get first hand information regarding the product, its features and the buying patterns of the product. Their input has been valuable.

  1. Secondary Sources

Secondary source has played a vital role to play in this report. A good amount of data has been collected from various published articles and reports found in magazines and journals. Another vital source has been the Internet and particularly the companies own website.
LIMITATIONS

Every attempt will be taken to obtain the error free and meaningful result but as nothing in this world is 100% perfect I believe that there will still the chance for error on account of following limitations-



  1. Respondent’s unavailability.

  2. Time pressure and fatigue on the part of respondents and interviewer.

  3. Courtesy bias.


FINDINGS

1. Do you believe that India is potentially one of the most exciting mobile service providers in the world?

Company

Yes
No

Airtel

4

1

Vodafone

4

1

Idea

4

1

MTNL

4

1


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