MANAGEMENT RESEARCH PROGRAMME REPORT ON Impact of Employee Engagement on Productivity of OrganizationFOR THE PARTIAL FULFILLMENT OF THE REQUIREMET FOR THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT SUBMITTED BY: KUSHAGRA VERMA PGDM 2008-10 INSTITUTE OF MANAGEMENT RESEARCH AND TECHNOLOGY, (APPROVED BY AICTE, MINISTRY OF HRD, GOVT.OF INDIA) VIPUL KHAND-6, GOMTI NAGAR, LUCKNOW 1 ACKNOWLEDGEMENT This is serve gratitude to all those people without whom this PROJECT would have never seen the light of day. An endeavor is difficult to even initiate without the help of many souls who are always there by the grace of God. Researcher project is a result of help provided by many people. 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 Mr. Harsh Sir (Z.S.M)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 I sincerely thank my esteemed guide Mr. Bhartendu Singh (T.S.M)for her valuable guidance and co-operation rendered to me through out the project report. It would not have been possible for me to complete this project without there meticulous guidance and suggestions. I give my thanks to Mr. J.P. PATHAK (PROJECT GUIDE) and MR. (DR) D. BOSE (DIRECTOR IMRT GROUPS) for their valuable contribution, cooperation and guidance from time to time for completion of this project. Last but not the least I would like to thank my parents, friends, Colleagues and the staff of Bharti Airtel Lucknow, who directly or indirectly help me during the course of project without which project would have been a Herculean task. KUSHAGRA VERMA 2 INDEX Sr. Chapters No. 1. 2. Introduction Objectives a) Vision b) Bharti Televenture 3. 4. 5. Airtel Broadband Airtel Services Case study of black Barry Handset a)Product profile 6. 7. 8. 9. 10. Research methodology a)Graphical Representation Conclusion Recommendation Bibliography Questionnaire Page No. 2 13 22 27 35 41 51 52 53 54 3 4 5 HISTORY OF COMPANY 6 . 689. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) . The company’s mobile network equipment partners include Ericsson and Nokia. Hinduja TMT. among others. Corning. Nortel. The call center operations for the mobile services have been outsourced to IBM Daksh. Teletech & Mphasis MILESTONE OF COMPANY 7 . consisting of 64. All these services are provided under the Airtel brand. The enterprise services group has two sub-units . Mumbai (BSE) and The National Stock Exchange of India Limited (NSE). The company has a strategic alliance with SingTel. telemedia services (ATS) & enterprise services.370. 2008.mobile services. in the company.943 customers as on April 30. The mobile services group provides GSM mobile services across India in 23 telecom circles.434 GSM mobile and 2.509 Bharti Telemedia subscribers.carriers (long distance services) and services to corporates. equipment suppliers include Siemens. while the ATS business group provides broadband & telephone services in 94 cities.Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 66. In the case of the broadband and telephone services and enterprise services (carriers).319. The Company also has an information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements. The investment made by SingTel is one of the largest investments made in the world outside Singapore. Company shares are listed on The Stock Exchange. today announced that it had crossed the 50 million customer mark.200 census towns and over five lakh villages. Joint Managing Director. The company added the next 25 million customers in just 14 months.” 6 7 8 Bharti Airtel crossed the 10 million customer mark in November 2004. In July last year. President & CEO. Going forward. we believe this growth momentum will remain intact and we are gearing towards the 100 million customers mark. Manoj Kohli. Bharti Airtel added. covering 96 per cent of the Indian population.1 2 3 Mobile phone operator. became the first Indian telecom company to serve 50 million customers last month. Bharti Airtel has achieved the distinction of becoming the fastest private telecom company in world to achieve this landmark in a single country . “Our next 50 million will largely come from rural India as our plan is to reach 5. “We are delighted to have achieved this major landmark. Mr. It is a tribute to our commitment to provide best-in-class services to our customers and lead the market with exciting innovations. according to company executives. It underlines the strength of our unique business model and our vision to provide affordable services like lifetime prepaid to customers across the length and breadth of the country. India’s leading telecommunication services provider. it crossed the 25 million customer mark. As the market gets ready for the next wave of growth. Mr. The 50 million customer base covers mobile as well as broadband & telephone customers. Manoj Kohli. which puts Bharti Airtel amongst the top telecom companies in the world. Akhil Gupta. at a news conference this week.” said Bharti Airtel president and CEO. Bharti Airtel said. “This is a very proud moment for us and I would like to thank our 50 million customers for believing in Airtel. 5 Commenting on this major global landmark. This is amongst the fastest rate of customer additions by any telecom company in the world. and is now the world’s tenth largest wireless carrier. 4 Bharti Airtel. Bharti has doubled its user base in the past 14 months alone. This milestone highlights the emergence of India as one of the top telecom markets in the world and we are proud to have been at the forefront of this growth.within 143 months of start of operations. we are 8 . I would like to thank our partners for having shared our vision. and hopes to reach 100 million subscribers by 2010. We are committed to create a world-class organization and benchmark it with the best in the world. With this. Bharti Airtel. Bharti Airtel will invest substantially in the long distance business to achieve the scale of a global carrier within next 2-3 years. thereby covering 95% of the country’s total population. In Broadband & Telephone SBU.000 villages across India by 2010. It is readying to offer triple play to its customers with the launch of its IPTV service. Bharti Tele-Ventures 9 . Bharti Airtel plans to make considerable investments in Network expansion to establish presence in all census towns and over 500. with a sharp focus on the home and SME segments.” 9 In the mobile business.committed to expanding our telecom networks wider and deeper across the country and partner India’s growth story. Bharti Airtel will initiate large-scale deployments of broadband network infrastructure in 94 towns. which is backed by wide national distribution. The company’s strategic focus will be on further strengthening the Airtel brand through best-in-class customer service. 10 In the Enterprise business. It is also strengthening the corporate business towards becoming a preferred managed services partner for the top 2000 corporations. mobile services 2. The Enterprise Services group has two sub-units – carriers (long distance services) and services top corporates. enterprise services The Mobile services group provides GSM mobile services across India in 23 telecom circles. Basic. Bharti provides a range of telecom services. Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. with a footprint in 16 states covering all four metros. 2006. Internet and recently introduced National Long Distance. Bharti Tele- 10 . From the creation of 'Airtel'.278 broadband & telephone customers The businesses at Bharti Tele-Ventures have been structured into three individual strategic units (SBU’s) – 1.061. consisting of 27. it is also the first company to export its products to the USA. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world class products and services. which include Cellular. Apart from being the largest manufacturer of telephone instruments in India.692627 customers as on September 30. while B&T business group provides broadband & telephone services in 94 cities. All these services are provided under the Airtel brand. Bharti has created a significant position for itself in the global telecommunications sector. Established in 1976. Bharti is the leading cellular service provider. to becoming the largest manufacturer and exporter of world class telecom terminals under its 'Beetel' brand.349 GSM mobile and 1. It has over 12 million satisfied customers Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business.631. broadband and telephone services (B&T) 3.Bharti Tele-Ventures is one of India's leading private sector providers of telecommunications services based on an aggregate of 28. Bharti also manufactures and exports telephone terminals and cordless phones. one of India's finest brands. Recently. and its flagship brand 'Airtel'. USA marked Bharti’s successful foray into the Customer Management Services business.. one out of every two people buying a mobile across India chose AirTel. Bharti has successfully launched an international venture with EL Rothschild Group owned ELRO Holdings India Ltd. In July 2002. o TARGETED BY TOP TALENT. to export fresh Agri products exclusively to markets in Europe and USA "What other operators have achieved in one to two years. Bharti Tele-Ventures in 2002 Vision BY 2010 AIRTEL WILL BE THE MOST ADMIRED BRAND IN INDIA: o LOVED BY MORE CUSTOMERS. 11 . has over 12 million customers across the length and breadth of India. Chairman." - Sunil Bharti Mittal.. We are truly proud to be spearheading the mobile revolution in the country. o BENCHMARKED BY MORE BUSINESS. While a joint venture with TeleTech Inc.Ventures is today acknowledged as one of India's finest companies. Bharti Enterprises’ dynamic diversification has continued with the company venturing into telecom software development. Bharti has done in just over a month. a part of the biggest private integrated telecom conglomerate. 12 . A consortium of giants in the telecommunication business. Following this realization. which were targeted only at the premium segment). It has over 12 million satisfied customers. there were only two major private players. Initially.Airtel comes to you from Bharti TeleVentures Limited . low standard of living. these services were mostly restricted to the metros. AirTel has redefined the business through marketing innovations. This was because the cellular service providers offered only post-paid cellular services. the cellular services market registered limited growth. introduction of new generation value added services and the highest standard of customer care. and government regulations were also responsible for the slow growth of cellular phone services in India. Moreover. launched pre-paid cellular services in the late 1990s. Other factors such as lack of awareness among people. with an all India footprint covering all 23 telecom circles of the country. continuous technological up gradation of the network. Bharti (Airtel) and Essar (Essar) and both these companies offered only post-paid services. Bharti Enterprises. Although the cellular services market in India grew during the late 1990s (as the number of players increased and tariffs and handset prices came down significantly) the growth was rather marginal. The main purpose of these services was to target customers from all sections of society (unlike post-paid services. lack of infrastructural facilities. In it's six years of pursuit of greater customer satisfaction. Cellular telephony was introduced in India during the early 1990s. which were still perceived to be very costly as compared to landline communications. Bharti is the leading cellular service provider. At that time. the major cellular service providers in India. 13 . We deliver what we promise and go out of our way to delight the customer with a little bit more 14 .Bharti’s Mission To be globally admired for telecom services that delight customers.free service delivery Airtel`s Vision & promise By 2010 Airtel will be the most admired brand in India: Loved by more customers Targeted by top talent Benchmarked by more businesses We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. 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. which are in the best interest of the Company. its promoters or its management. which consists of three Executive and fifteen Non-Executive Directors. The composition of the Board is as under: o o o o o o o o o o o o o o o o Sunil Bharti Mittal Rajan Bharti Mittal Akhil Gupta Rakesh Bharti Mittal Chua Sock Koong N. is an Executive Director and the number of Independent Directors on the Board is 50% of the total Board strength. experience and expertise required to take decisions. which may affect the independence of the judgment of a Director.S. The Board members possess requisite skills. The independence of a Director is determined on the basis that such director does not have any material pecuniary relationship with the Company.Board of Directors The Board of Directors of the Company has an optimum mix of Executive and Non-Executive Directors. Raju Pulak Chandan Prasad Bashir Abdullah Currimjee Gavin Darby Syeda Imam Ajay Lal York Chye Chang 15 . Mr. Sunil Bharti Mittal. Kumar Kurt Hellstorm Donald Cameron Paul O’Sullivan Professor V. The Chairman and Managing Director. Airtel AllOver 16 . Only India's leading mobile service offers you the truly 'freedom-packed' Prepaid! It is also the first company to export its products to the USA. First operator to revolutionaries the concept of retailing with the inauguration of AirTel Connect (exclusive showrooms) in 1995. • BHARTI announces aggrement with VODAFONE marking the entry of the World's Largest Telecom Operator into India Bharti Enterprises and AXA Asia Pacific Holdings Limited announce Partnership for a life insurance joint venture in India Airtel Launches future factory . Enjoy the mobile roaming across 38 partner networks & above 700 cities Moreover roam across international destinations in 119 countries including USA. 600 million people. • • • First to provide roaming facility in USA.ACHIEVEMENTS • • First to launch Cellular service on November 1995. First to expand it's network with the installation for second mobile switching center in April.Centres of Innovation to Incubate Pioneering Mobile Applications 16 states. 1997 and the first to introduce the Intelligent Network Platform First to provide Roaming to its subscribers by forming an association called World 1 Network. Canada. • • • • 17 . First to introduce push button phone in India. UK etc with 284 partner networks. 5 bn. USD 1. o SUNIL BHARTI MITTAL IS THE “CEO OF THE YEAR” AT THE FROST AND SULLIVAN ASIA PACIFIC AWARDS 2006 AND BHARTI AIRTEL BAGS “WIRELESS SERVICE PROVIDER OF THE YEAR” AND “COMPETITVE SERVICE PROVIDER OF THE YEAR”. Bharti Enterprises. and now world’s best – Vodafone.700 crores (approx. 18 .) to acquire around 10% in Bharti Tele-Ventures Ltd. • • • • • • Awards for the year 2007-2008 o BHARTI AIRTEL DRAWS TOP HONORS AT THE MIS ASIA IT EXCELLENCE AWARDS 2006 o BHARTI AIRTEL AMONG THE TOP 10 BEST PERFORMING COMPANIES IN THE WORLD ACCORDING TO BUSINESSWEEK IT 100 LIST. o BHARTI TELE-VENTURES IS THE “BEST INDIAN CARRIER” AT THE TELECOM ASIA AWARDS 2006. to unassailable leadership position in India The largest single foreign investment ever in the history of India The largest investment in the Indian telecom sector Bharti establishes its supremacy in the Indian telecom market. having attracted Asia’s best – SingTel.BHARTI announces agreement with VODAFONE marking the entry of the World's Largest Telecom Operator into India • Vodafone to invest approximately Rs. Bharti set to gain global leadership in the telecom sector Bharti Enterprises continues to hold shareholding and management control in Bharti TeleVentures. SingTel and Vodafone to take Bharti Tele-Ventures Ltd. 6. it becomes easy for anyone working on the brand to come up with new ideas and executions. accompanied by much higher competitive intensity. That's what makes a good campaign idea. in the past.AirTel: Appropriating the value of 'expression' Over the last couple of years. Bharti claimed that its strategies were one of the most ambitious experiments ever in the Indian pre-paid cellular telephony market. We needed a strong differentiator in an increasingly commoditized and crowded market. along with creative partner Zarvan Patel. This assumes significance when viewed in the light of the company's pre. differentiating merely on network. "We will be taking the idea forward in many different ways in the forthcoming work. However. anytime. Bharti TeleVentures. the challenge also lay in presenting a unified 'face' to the consumer. AirTel enables you to make your point in the most expressive way." says Bindal. as a result." Atul Bindal. with deeper penetration and wider usage of voice and data services. Expressing and communicating are perhaps two of the most basic emotions." he informs. You need to go beyond all the rational identifiers . We found this differentiator in a core human truth that defines our category . Magic led the market. Patel also credits his creative team for "fleshing out the idea" In October 2002." observes Rediff's Prashant Godbole. Brand image. doubts were being 19 . was being driven in two different dimensions.and post-paid communication. "The moment you have as broad a canvas as 'Express yourself'. which.which are prerequisites in any case . who. with 30% of the market share. The campaign is towards owning this through 'Express yourself. as well as different voice. "Brand AirTel is a category leader straddling completely different market segments such as consumer. expands on this. business and corporate. Patel adds. "'Express yourself' enables the brand to unify and connect across the entire base of our existing and prospective customers. This is just the proverbial tip of the iceberg. chief marketing officer. had been treated very differently."One of the most obvious benefits of owning a property such as 'candid expression' (and 'Express yourself') is the expansive nature of the thought. when you need to be heard. the market has grown considerably.and connect at a deeper level. coverage and SMS is just not enough. "In this context.' We believe 'Express yourself' allows us to connect at a deeper level and create a long-term platform for the brand." For AirTel. given the increasing competitive pressure. conceived the campaign. data and payment platforms.which is that there are moments when you need to make your point. anywhere. expressed regarding the ability of Bharti's marketing initiatives to help Magic retain its 'Magic' in the future. 20 . This is because of the absence of any other operator. it is staffed with people who usually land up in their jobs with little idea of their job profile. It is the classic case of having something better than nothing. all the services have been offered under the Airtel brand. Airtel has so far focused only in those areas where it perceives that a huge market is present. It seems that their fancily paid MBAs haven’t really understood the success of BSNL who focused on the B and C class cities where it has drawn unparalleled support despite the lousy customer experiences. I still hold that their thrust should be in smaller towns and cities where BSNL would ultimately usurp their potential customer base. In the recent branding exercise. The so-called Tech engineers have often been unable to help a customer who is facing issues with the connectivity. 21 .Bharti Televentures is the fixed line operator business of Airtel. Data is the next driver for growth. Add to the lousy customer care that Airtel is slowly perfecting. However. However. Typically. The current offerings by Airtel does not really enthuse a potential customer who is looking at sustained data transfer. in the mentality of the profit making exercise. Hence Bharti ventured in the broadband market. This is clear to the operators who have belatedly realized the implications for having a pie in all the segments of telecommunications. the main contention in the broadband market is the price offering which includes the bandwidth costs as well as the cost of laying down the copper wire. carriers (long distance services) and services to corporates. It eliminates acoustic echo. Telstra. The VQE technology has been sourced from Tellabs of USA. adjusts speech levels in both directions and does away with low or distorted speech so that every word of your's can be heard clearly. The Tellabs noise reduction technology removes high background noise from the wireless side of the call thus delivering near wireline clear call quality 22 . world leaders in Voice Quality technology. VQE is a revolutionary new system that spectrally reduces background noise. wherever you may be speaking from. Our Services: • • • • • Voice Services Mobile Services Satellite Services Managed Data and Internet Services Managed e-Data Services AirTel launches VQE (Voice Quality Enhancer) for the first time in Kolkata. Introducing VQE (Voice Quality Enhancer) for the first time in Kolkata. and is India's leading provider of telecommunications services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) . BT Cell etc. The Enterprise services group has two sub-units . All these services are provided under the Airtel brand. Bell South.AIRTEL’s ENTERPRISE SERVICES The company is a part of Bharti Enterprises. Some of the prominent GSM operators using Tellabs solution in the world are SingTel. broadband & telephone services (B&T) & enterprise services. while the B&T business group provides broadband & telephone services in 90 cities.mobile services. The mobile services group provides GSM mobile services across India in 23 telecom circles. ) Calling Line Automatic Displays the callers number Rs. These call numbers are available in the phone book WAP Automatic download exclusive contents Per content Per content only for new from Airtel's WAP site download download acquisitions GPRS & Automatic Access internet on the move GPRS GPRS Masala only for new and download exclusive Charges . 6 per Rs.5G Network SERVICE NAME PREPAID POSTPAID CHARGES CHARGES (Rs. Express yourself and feel the difference on Kolkata's only Non-Stop 2.Rs Charges .on mobile phones. Yahoo fall into this TYPE OF DESCRIPTION SERVICE 23 . So go ahead.40 per Rs. download ringtones etc VAS SMS Automatic Content offered by media Rs. Dial 131 for Railway info. Dial 604 for Infotel. 6 per charges only for new recognition service and minutes minutes acquisitions listen to jokes. acquisitions Rediff. 2 per only for new information and service. movie gossips. 3 per Charges only for new companies like Indiatimes.Rs acquisitions contents from Airtel's WAP 600 per 600 per month site month 646 Calling Automatic Users can call into this voice Rs. For minute minute acquisitions instance. The Tellabs 3000 series of voice-quality enhancement echo technology also eliminates the complexity of acoustic echo generated by digital mobiles and hands free kits. 2.) (Rs. 25 Identification only for new on your mobile phone screen Presentation acquisitions (CLIP) Dial-a-service Automatic Users can call to get certain Rs. 24 . Notice of postal ballot for seeking consent of the shareholders on scheme of amalgamation of Satcom Broadband Equipments Limited and Bharti Broadband Limited with Bharti Airtel Limited. PBT crosses Rs. 1. • Bharti Airtel is amongst India’s Most Admired Knowledge enterprises in 2006. PROMOTIONAL STRATEGY 25 .600 crores. 2006. • • Bharti Airtel to Observe Silent period from October 1.000 crores.AIRTEL NEWS • Bharti Airtel inks USD 400 million network expansion contract with NOKIA • Bharti Airtel limited: Q2 cash profit exceeds Rs. 1. • Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE. the Indian cellular market witnessed a surge in cellular services. RIM provided services based on Code Division Multiple Access (CDMA) technology as well as GSM. relied heavily on its creative media advertising sans celebrities. service providers took new initiatives to woo customers. Bharat Sanchar Nigam Limited (BSNL). BSNL. Hutchinson-Essar limited (Hutch). there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti). BSNL could cover rural areas. Hutch implemented the celebrity endorsement strategy partially. By 2005. Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I). The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. which included celebrity endorsements and attractive talk time schemes. The most important consumer segments in the cellular industry were the youth segment and the business class segment. discount coupons. loyalty rewards. attracted the consumer through its low cost schemes. By 2004 it emerged the unprecedented leader commanding the largest market share in the cellular service market. Being a state owned player. All the players except RIM offered services based on the Global System for Mobile (GSM) technology. 26 . relying primarily on its creative advertising for the promotion of its brand. and this helped it increase its subscriber base. Reliance was another player that cashed on its innovative promotional strategies.After the liberalization of the Indian Telecom Sector in 1994. business solutions and talk time schemes. (Refer Exhibit II). Prominent among these were . Idea. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. on the other hand. As competition in the telecom arena intensified.celebrity endorsements. But the interesting part is that the ringtone is being flaunted not just by AirTel customers but by customers of rival service providers like BPL.RAHMAN TUNE CROSSES AIRTEL’S EXCLUSIVITY BARRIER Cellular service provider AirTel seems to have hit the right note with its new commercial starring musician A R Rahman. Orange and Dolphin as well! 27 . The commercial which is currently on air has a beat which also doubles up as a ringtone which is ostensibly available only to AirTel users. though seemingly unfazed by the phenomenon. it is a great advertising product for AirTel and works like a “walking. Says Mr Kapoor. While none of them commented on AirTel’s strategy and its impact on their own subscriber base. AirTel has had to find ways of cutting through the clutter.” The ringtone which is also the jingle for AirTel’s TV commercial. talking brand ambassador.” Explaining that the usage of an audio celebrity was more “strategic than tactical”. which according to Mr Pota. 28 . Being the latest entrant in the Mumbai circle. seem to be doing their own homework on this brand of advertising. It is not very clear what this means for the other cellular operators. he adds that non-AirTel users will have the AirTel “brand experience” inspite of not using the service. has given AirTel a chance to enter the “mind of the user” irrespective of which service he opts for. Rivals. Cellular users have been “forwarding” the tune to one another.” AirTel will have try to find ways to attract new customers and convert the existing ones. Marketing professionals like Samsika Marketing Consultants’ managing director Jagdeep Kapoor point to the usage of an “audio celebrity” as something that is significant.” he explains. is proving to be a potent advertising tool for the company. the nature of reaction from competition remains unclear. Overall. he explains.” admits Bharti Cellular’s chief marketing officer (western region) Pratik Pota. “The normal practice is to opt for film stars and sportsmen rather than an audio personality” he says. one advertising professional working with a rival service provider opines that the tune is “transient” and not likely to have any long term impact as a brand building tool.“We did expect the tune to catch up but this has really exceeded our expectations. “It gives the user a chance to go back to the AirTel product and acts as a strong reminder medium. While Mr Pota highlights the fact that the usage of the tune by other operators means “free advertising” for AirTel and the users having a positive disposition towards the product. questionnaire and also from Secondary sources.e.“Competition will not do well to adopt a knee jerk reaction and will have to come out with advertising that is well thought out” explains Mr Kapoor. The questionnaires are distributed among 35 peoples and their view is recorded and used in analyzing the data Secondary sources : The secondary sources includes online sites. DATA SOURCES Data is collected from both the Primary sources i. newspapers and templates from AIRTEL distributions centers and AIRTEL Customer Care. He anticipates a situation where the new entrant (AirTel) will continue to be more aggressive. 29 . Primary sources: The primary source of data collection is through questionnaire. 30 . know precisely what is own Ex-factory sales have been. of his product and of course. A manufacturer will of course. The job of retail audit is to provide information for a manufacturer or his advertising agent about sales. A rise in Ex-factory sales might be due to rise in customers demand or to increase stock holding by wholesaler or retailer. manufacturer does not normally know what the sales of competing product are with any precision. in order to make estimate of regional market trends. But unless he sells direct to the “final buyer” he does not have always accurate information about the actual purchaser of his product.1 BACKGROUND OF THE STUDY RETAIL AUDIT RESEARCH Retail audit research now account for a large proportion of total expenditure on market research in this country. Despite this fact. stock and distribution of his product and of its competitor. cover. Again a manufacturer does not always have accurate information about the distribution. It is the purpose of this article to attempt to fill this gap. stock. the method advantage and disadvantage and problem connect with this type of research have received little attention in print. display etc.1. 31 . It is after all. but it is likely to be biased. The manufacturer own sales force will naturally collect a good deal of such information. not the main function of sales too collect information of this type. consciously. You can easily gather zip code or state code information eg. but it’s of paramount importance to your business or organization to understand how satisfied customers are with your business or organization to understand how satisfied are customer with your service. How are you going to change your process as result of these customers Satisfaction surveys results? • Do not be biased in preparing questionnaire. Only a particular segment is happy with your product. • Start with the end in mind. Try to gather satisfactory information without leading the customers either way. Writing a Satisfaction survey can be tricky. • Open ended questions (text boxes) are crucial for understanding the satisfaction of customers. Make sure you understand why you are writing and creating a customer survey and what you are going to do with the results.It is true that information of the type can be sending and is collected by other means. you can ask them to expand on why they are unhappy. For instances. Don’t assume that customers love or hate your products. if customer are unhappy with a particular aspect of your service or product. Customer Satisfaction surveys can deliver powerful incisive information and provide ways to gain a competitive edge. Customer Survey In worldwide internet market place. Beware that 32 . unconsciously and it may be non-systematic in character. • Gather demographic information within your customer survey to help segment your data during the analysis. Here are few tips for writing a customer satisfactory survey. customer satisfaction surveys are often regarded as the most accurate barometer to predict the success of a company because they directly ask about the critical success of a business. if done effectively. SMS. no need for a fixed phone line. Blackberry has become a very handy tool to be always on always connected. Make sure you are using vocabulary that your customers understand. easy to use integrated phone. Product profile Blackberry is always connected wireless solution which provides secure access to your mail and data. integrated device 33 . With growing need of mails on the move.e. Thousands of business customers around the world use BlackBerry .a complete mobile email solution that allows you to send and receive email wherever you are. browser and organizer applications for managing information and communications from a single. In fact. Founded in 1984 and based in waterloo research in motion (RIM) is a leading designer. Blackberry is a complete. There's no need for a laptop to view your emails. it often makes sense to “test drive” a survey with some customers before you launch it to the entire survey participant population. Blackberry is a high end product of Airtel used for E-mails and Internet Browsing moreover you can access your companies data through intranet and extranet which is secure.you do not bombard too many question on participant to lead him to skip answers i. its leads to incomplete survey. Be clear to so everyone can understand your questions.they're automatically 'pushed' straight to your BlackBerry handheld or blackberry connect handhelds. manufacture and marketer of Blackberry that is wireless solutions for the worldwide mobile communication market. and no need to log-on . Sleek and stylish handset Integration with an existing IPS email account Open personalized email id [email protected] keyboard . 34 .blackberry. polyphonic ring tones Centralized management and support. Integrated phone.21.Blackberry – What It Mean To customer EMAIL ON THE MOVE JUST GOT EASIER • • • • • • • • • • • • • • • • Single.com Integrates 9 new pop3 /ISP enabled corporate or Internet mail accounts with Blackberry handhelds BLACKBERRY PRODUCTS 1.990).990). integrated device for data and voice needs. high resolution screen Speaker phone. sms. Pearl 8100 2. (Rs. Curve 8300 (Rs. View email attachment in popular document formats Blackberry ‘push’ technology means entire email delivered automatically Advanced security for enterprise and government organizations Global address lookup Wireless calendar synchronization Bluetooth technology Excellent battery life Advanced call log . browser and organizer applications. Access existing email and browse internet wirelessly.23. 8310(with GPS) (Rs. (Rs.990). 8700g 4.31.990).29.14.990). (Rs.24.990). (Rs. 8800 5.24. 8120(Wi-Fi) 7.3. 8820 6. 35 .990) (Rs. 2. Sciences such a psychology and 36 .1 RESEARCH DESIGN Marketing research is often concerned with the behaviors of the consumer in the respect marketing research have drawn heavily on the behavioral. It helped in collecting the information from the framed question. The concept and the theories of these behavioral sciences are also proved to be relevant to market researcher. 4. 2. 1. While designing the questionnaire. Graphical Representation: 37 .sociology in fact the contribution of these science to marketing research have been very significant especially with regard to two aspect. The research technique used by psychology and they have amply used sociologists being of considerable relevance to marketing researchers. 2. 2. Type of information to be collected: 1. Number of question to be asked. Lay out of the questionnaire. Order or sequence of the question. Phrasing of the questionnaire.2 Method of data collection Questionnaire: This was the most popular method for conducting the survey. 3. following aspect were considered. to get maximum necessary data for research. Customer survey Table WHICH MOBILE SERVICE YOU USE Company Name In Number Percentage Airtel Idea Reliance Vodaphone BSNL Total 40 45 29 29 17 160 25% 28% 18% 18% 11% 100 Graphical Representation: 11% 18% 25% AIRTEL IDEA RELIANCE VODAPHONE BSNL 18% 28% Table: IMPORTANCE REGARDING SERVICE 38 . What is important for you? In Number Percentage Connectivity Coverage Roaming Local Call All 19 40 34 24 43 12 25 21 15 27 Total 160 100 Graphical Representation: 27% 12% Connectivity 25% Coverage Roaming Local call 15% 21% All Feature of AIRTEL forced people to use AIRTEL is 39 . 40 .50 45 40 35 30 25 20 15 10 5 0 35 35 20 10 Advertisment Connectivity Schems Goodwill Values shown in Percentage Feature of AIRTEL is better than the people’s previous cellular service. Schemes Advertismen 15% t 25% Connectivity 60% Type of advertisement mostly like by people in AIRTEL is 41 . R.Audio Visual 85% Audio 13% Print 2% Celebrity liked by people very much in AIRTEL Sachin 55% A. Shahrukh 38% Kareena Rehman 2% 5% 42 . People take benefits of schemes offered by AIRTEL People take benifits of Schemes offered by AIrtel 13% 2% Yes(85%) No(13%) Cann`t say(2%) 85% 43 . People like most in AIRTEL is Airtel Magic 5% Nokia+Airtel 86% Postpaid services 8% Airtel Board Band 1% 44 . 45 . AIRTEL is successful in capturing the highest market share by adopting Celebrity Endorsement Strategy. 46 . AIRTEL has adopted a very good strategy by providing a new connection with NOKIA who is market leader in mobile set.AIRTEL had created a very good image on the mind of the new users of cellular service. Other celebrities like Shahrukh Khan (bollywood) and Sachin Tendulkar (Cricket) has also contributed very much in AIRTEL. A. People like its schemes very much .R.CONCLUSION The conclusion of my study is that AIRTEL’s Advertising has a major impact its users. Rehmaan’s tune for AIRTEL worked as free advertising for AIRTEL as another service user uses it too. many new users buy Nokia sets and they get a free connection of AIRTEL. AIRTEL should sign more celebrities from cricket and bollywood. 47 . AIRTEL should introduce cheaper recharge cards than the other because its competitor HUTCH had introduced it. but there are still some recommendations from my study point of view is that AIRTEL needs to make its network service more stronger than other service providers to dominate the market in future too.RECOMMENDATIONS By virtue of its connectivity and advertising strategy AIRTEL is successful in grabbing the highest market share in India. L. Varshney and Dr. R. Third Revised Edition. Gupta. 48 .BIBLIOGRAPHY ON-LINE WEBSITE: .IN WWW.AIRTEL.L. WWW. Sultan Chand and Sons.2 Nov 2006) BOOKS: Marketing Management. S. Dr.GOOGLE.CO.COM NEWSPAPERS: Times of India (15 Oct 2006. Which type of advertisement you most like in AIRTEL? a)Audiovisual b)Print c) Audio 49 .70% b) More than 70% 6. How did you know about AIRTEL cellular service? a) Friends b) Advertisements c) Other Sources 2. How many AIRTEL users in your phone book? a) Less than 30% 30% . Which feature of AIRTEL forced you to used AIRTEL? a)Advertisements d) Goodwill 3. Which was your first choice of cellular service when you want to use mobile phone? a) AIRTEL b) HUTCH c) IDEA f) OTHERS b) Connectivity c) Schemes d)RELIANCE e)TATA INDICOM 4.QUESTIONNAIRE NAME… ADDRESS… OCCUPATION… CELLULAR SERVICE USED… If AIRTEL than proceed further 1. Which feature of AIRTEL is better than your previous cellular service? a) Advertisements b) Connectivity c) Schemes 5. Which you like most in AIRTEL? a) NOKIA + AIRTEL b) AIRTEL MAGIC c) Postpaid services d) Airtel Broadband 10. Post paid) 13. Rehman 8.R. Do you participate contest offered by AIRTEL like KBC-2 & Indion Idol-2? YES NO 12.e. According to you is AIRTEL is #1 in India? a) Yes b) No 50 . Have you take benefits of any scheme offered by AIRTEL? a) YES b)NO 9. Which celebrity you like very much in AIRTEL? a) Sachin b) Shahrukh c) Kareena d) A. Which service you like most in AIRTEL? a) AIRTEL missed you service b) Free Ringtones c) Free Hello tunes 11. Which type of recharge cards you like most? a) More talktime b) More validity c) Both (i.7.