APROJECT REPORT

ON BRAND PROMOTION OF AIRTEL & STUDYING SALES PROMOTION TECHNIQUES AT MODERN

TRADE CENTRES

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD

OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO: SUBMITTED BY:Mr. LOKESH MEHRA NAVEEN JOSHI

MBA (3rd SEM)

DEPARTMENT OF MBASHANKARA INSTITUTE OF TECHNOLOGY

KUKAS-JAIPUR.

Preface

Quite frequently these days people talk of practical knowledge, both in academic institutions and outside. At each and every aspect in life we require some sort of theoretical and practical knowledge too.

It means only classroom lecture may not be enough to get the proper knowledge either in the business field or social life.Keeping all this in view, the present report has been written for the promotion the brand position of Bharti Airtel in the highly competitive environment and to study the sales promotion techniques at Modern Trade Centres.

I am grateful to all those who have helped me in the successful completion of this report.

I hope I have tried my level best in making this Report.If there is any error, in this Report I want to apologise for that.

Acknowledgement

I hereby extend my sincere feeling of gratitude towards under mentioned person, whose valuable supervision, guidance & support made possible preparation of this report.

First and foremost, I would like to thank Mr. LOKESH MEHRA .His attitude towards excellence in research and his enthusiasm has been source of constant inspiration. I am grateful to him for all the advice, encouragement and support.

I express my deep gratitude to him for all sustained interest and willing help.

I am also grateful to Mr. CHETAN PRAKASH for his support and invaluable guidance.

Without their precious guidance and inspiration this work would not have been completed.

I am thankful to all those who have directly or indirectly helped me in the successful completion of this report.

(NAVEEN JOSHI)

CONTENTS

OVERVIEW OF INDIAN TELECOM SECTOR. INTRODUCTION HISTORY OF TELECOM SECTOR IN INDIA IMPRESSIVE GROWTH

ABOUT AIRTEL INTRODUCTION ABOUT THE CHAIRMAN COMPANY PROFILE PARTNERS

FACTSHEET OF AIRTEL

BRAND PROMOTION IN AIRTEL

AIRTEL TIE UP WITH VISHAL MEGA MART

ABOUT VISHAL MEGA MART

ABOUT TECHNOMART

AIRTEL PREPAID PLANS FEATURES MORE WITH AIRTEL PREPAID HANDSET OFFERS TARIFFS

AIRTEL POSTPAID PLANS FEATURES HANDSET OFFERS

STUDYING SALES PROMOTION TECHNIQUESOBJECTIVES OF SALES PROMOTION THE MARKET SHARESUBSCRIBER BASECONCLUSIONBIBLIOGRAPHY

OBJECTIVE

To promote the brand position of Bharti Airtel and to study the sales promotion techniques by working as a promoter at Modern Trade Centres.

TELECOM SECTOR IN INDIA.

► INTRODUCTION:

The telecom industry is one of the fastest growing industries in India. India’s more than 100 million telephone network is the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. In terms of phones, India occupies the fifth position, after China, USA, Japan and Germany.

► HISTORY OF TELECOM SECTOR IN INDIA:

The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India

(TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year.

► IMPRESSIVE GROWTH:

The growth of telecom sector in India is really astonishing. In 1947, when India attained independence, it had less than 80,000 telephone connections. In the next 34 years, the country could add only two million connections. At present, the sector is adding two million connections every month! In 1947, the teledensity (telephone penetration per 100 persons) was 0.02. It reached a level of 9.13 by 13th April 2005. Still India lags behind countries like China and Brazil where teledensity is more than 42.The government initiated the process of liberalization of the sector in 1991 by inviting bids from private operators for two licenses to provide cellular services in each of the four major cities. In 1994, bids were invited for one license for providing fixes line-services in 21 circles. In January 1995, bids were invited for two licenses to provide cellular services in each of the 18 telecom circles excluding the four metros. Of course, DoT/MTNL retained the right to operate a cellular network in each of the licensed areas. The cellular rollout was done in 1995 for the metros and during 1996-98 for the other circles.At the end of September 2007, telephone connections in the country numbered 248.67 million and teledensity stood at 21.85 (per 100 population).By the end of 2007, entire country will be covered by telecom network, and all the villages will be connected by phone. Internet connections shall increase from 5.45 million in December 2004 to 18 million by 2007, and further to 40 million at the end of 2010.Telecom revenues increased from Rs 6578 million in 1980-81 to Rs 27,775 million in 1989-90, and further to Rs 186,286 millions in 1999-2000.Net profit increased from Rs. 1712 million in 1980-81 to Rs. 11,504 millions in 1989-90, and further to Rs 119,750 million in 1999-2000.

► Telecommunication sector in India can be divided into two segments:

1. Fixed Service Provider.

2. Cellular Services.

Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and video-conferencing.

► Cellular services can be further divided into two categories :-

1. Global System for Mobile Communications (GSM).

2. Code Division Multiple Access (CDMA).

The GSM sector is dominated by Airtel, Vodafone, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

► INTRODUCTION:Bharti Airtel Limited

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) and a subsidiary of Bharti Enterprises is India's largest Telecom Business operator has come up a long way to earn and maintain the top spot in India's mobile phone industry with more than 75 million subscribers as of August 2008.It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Mittal. The company also provides telephone services and Internet access over DSL in 14 circles.

Covering all 23 telecom circles, it has emerged as India's top private telecom operator .The company complements its mobile, broadband & telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. The company provides end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station and in fact the strength of their telecom business has allowed Bharti to foray into sectors like Insurance (tie up with AXA) and Retail (where it tied up with none other than Wal-Mart).

Some great and highly successful innovations by Airtel (later copied by rivals) like Hello Tunes and Lifetime Recharge Schemes have been huge revenue makers.

Sunil Bharti Mittal, chairman, Bharti Enterprises

► About the Chairman:

Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel Ltd. head quartered at New Delhi, India.  

Sunil Mittal started his career at a young age of 18 after graduating from Punjab University in India and founded Bharti, with a modest capital, in the year 1976.  Today, at 49 he heads a successful enterprise, amongst the top 5 in India, with a market capitalization of over US$ 40 billion and employing over 30,000 people

He has been conferred one of the highest civilian award – Padma Bhushan.

► Company Profile

Bharti Airtel is one of India's leading private sector providers of telecommunications services based on an aggregate of 75 million subscribers customers as on August, 2008, consisting of 59,670,174 GSM mobile and 2,244,492 broadband & telephone customers.

Bharti Airtel has been ranked amongst the top ten best performing companies in the world, in the coveted BusinessWeek IT 100 list.

Bharti Airtel, which is described by BusinessWeek in the report as a "highly innovative company," has escalated to tenth position from its last year ranking of 19.

The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s):

Mobile services.

Telemedia services(ATS)

Enterprise services.

The mobile services group provides GSM mobile services across India in 23 telecom circles, while the ATS business group provides broadband & telephone services in 94 cities.

The Enterprise Services group has two sub-units:

(i). Carriers (long distance services) and

(ii) Services to corporates.

All these services are provided under the Airtel brand. On 19th October 2004 Airtel announced the launch of a BlackBerry

Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele-Ventures Limited and Research In Motion (RIM).

Company shares are listed on The Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE).

► PARTNERS

The company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore, in the company.

The company’s mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among others. 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 call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

The company's unique strategic outsourcing model has been studied and documented by Harvard Business School as a case study which is available for download at: www.hbsp.harvard.edu.

FACTSHEET OF AIRTEL

Name Bharti Airtel Limited.

Business Description

Provides mobile, telemedia services (fixed line) and enterprise services (carriers & services to corporates)

Established July 07, 1995, as a Public Limited Company

Shares in Issue 1,897,148,464 as at June 30, 2007

Listings The Stock Exchange, Mumbai (BSE)The National Stock Exchange of India Limited (NSE)

Customer Base 59,670,174 GSM mobile and 2,244,492 telemedia customers (Status as at month ended February 29, 2008)

Operational Network

Provides GSM mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence.Provides telemedia services (fixed line) in 94 cities in India.

Registered Office

Bharti Airtel Limited(A Bharti Enterprise)Qutab Ambience (at Qutab Minar), Mehrauli Road,New Delhi - 110 030

Tel. No.: +91 11 4166 6000Fax No.: +91 11 4166 6011/12

Brand PromotionAIRTEL TIE UP WITH VISHAL MEGA MART

Brand Promotion was done at Modern Trade Centres and I worked as a Promoter in one of them i.e Vishal Mega Mart and in it the Techno Mart Department.

There were several sections such as Mobiles, Laptops,Personal Computers. I worked under the Mobile Section as a promoter for Airtel.

Before elaborating more, lets know more about Vishal Mega Mart.

VISHAL MEGA MART

The Founders

Mr. Ramchandra Agarwal Mrs. Uma Agarwal Mr. Surendra Agarwal

What started as a humble one store enterprise in 1986 in Kolkata(erstwhile, Calcutta) is today a conglomerate encompassing 130 showrooms in 86 cities / 20 states. India’s first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India.

The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra Aggarwal . The group had of turnover Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007The group’s prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket.

The group’s philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 2437042 sq. ft. in 20 states across India. Each store gives you international quality goods and prices hard to match. The cost benefits that is

derived from the large central purchase of goods and services is passed on to the consumer.

In India Vishal Mega Mart has its stores in Delhi, West Bengal, Bihar, Uttar Pradesh, Haryana, Punjab, Rajasthan, Uttarakhand, Jammu and Himachal Pradesh.

In Rajasthan, Vishal Mega Mart has its stores in Bhilwara, Jaipur, Udaipur Beawar, Bikaner and Jodhpur.

In Jaipur, there are four stores:-

Jaipur 1 Near Government Hostel.

Jaipur 2 Crystal Court, Malviya Nagar.

Jaipur 3 Vidhyadhar Nagar, Main Sikar Road.

Jaipur 4 Vaishali Nagar.

I worked at Jaipur 3 Vidhyadhar Nagar, Main Sikar Road. There was Techno Mart Department in which I had worked and under it there was Mobile Section.

Techno Mart

Weighing scale Mobile charger

Camera Mouse

Mobile phone Mobile phone

Mobile phone Mobile phone

Z-line H757 Z-line M73

Mobile phone Fax Machine

Z-line M93F

In Techno Mart Division, under Mobile Section I worked as a Promoter for Airtel and pitch customers for Airtel and under it I elaborate them about the Prepaid and Postpaid plans.

Airtel Prepaid Plans

Features:-

Total Cost Control Pre activated STD/ISD without deposits or rentals Strong Network Coverage Instant Balance and Validity Enquiry Recharge your Airtel Prepaid Prepaid Roaming More with Airtel Prepaid Reach us Anytime Anywhere

Total Cost ControlTotal Cost Control with Airtel Prepaid like never before. No more rentals or

deposits – simply recharge as much as according to need to from as low as Rs. 10, to as high as Rs. 10,000/-.

Pre activated STD/ISD without deposits or rentals Pre activated STD/ISD without deposits or rentals on Airtel Prepaid. No more paying deposits or having a minimum balance in user’s account to make an STD/ISD call. Hassle-free calls are here to stay!

Strong Network CoverageEnjoy complete clarity when calling with Airtel’s world-class technology and unbreakable network coverage that spans over 23 circles across the country

Instant Balance and Validity EnquiryUser’s account balance is updated on the screen of his handset at the end of each chargeable call. User can also call 123 from his mobile phone and listen to the voice announcement or simply dial *123#, press 'OK' or 'YES' button and his account balance will be displayed on the screen of his handset.

Recharge your Airtel PrepaidRecharging is Easy. The calling value on User’s card keeps reducing as he make calls or use any other chargeable service. Choose the Airtel Prepaid Recharge Coupon that’s right for you, from a variety of tailor– made recharge coupons with different denominations, which are available at a number of outlets across your city. Simply follow the procedure mentioned below, to recharge your phone.

Gently scratch the silver panel on the reverse of the recharge card for a 16-digit number.

Call '123' and choose your preferred language.

Follow the voice announcement and enter the 16-digit recharge number, when requested.

More Recharge options:

Flexible recharge voucherThis unique recharge voucher gives you the option to choose between validity or talktime, as per your need.

Easy Recharge Recharge your Airtel Prepaid Card electronically with value that suits your

needs, starting from Rs. 10 till Rs. 10,000. You can also recharge your Airtel Prepaid while roaming anywhere in the country. 

24-hour Recharge via ATMRecharge your Airtel Prepaid round-the-clock at your nearest ATM. Just walk up to your nearest ATM, insert the ATM card and enter your ATM PIN number. Select 'Mobile Recharge / Bill Pay' from the main menu and follow the prompts to recharge your prepaid. This recharge option is available with all leading banks.

SMS Recharge You may also register your mobile number at any of the member bank's ATM to avail the SMS recharge facility. Upon registration you will receive a registration PIN number. To recharge your prepaid, type, RC <Recharge Amount> <Registration PIN> and SMS it to the 3 digit SMS code of your bank. All future transaction will require this PIN. The code to which this SMS needs to be sent for various banks is as follows: Bank of Punjab: 550, Centurion Bank: 565, Citibank: 530, Corporation Bank: 545, DCB: 585, HDFC Bank: 540, ICICI Bank: 575, IDBI Bank: 520, ING Vysya Bank: 552, SBI: 535, UTI Bank: 525.

Internet Recharge User may log on to the Internet banking website of his bank and select the prepaid recharge option to recharge his Airtel prepaid. Many leading banks provide Internet based recharging.

Validity Extension serviceTrade your talk time to extend the validity of your prepaid. Dial *141*001# and then, press the call button. Your validity would be extended by 1 day for a charge of Rs.15. You can similarly extend your validity for 5, 10, 15 or 30 days.

Transfer Talk timeTransfer talk time to another prepaid, just dial *143* number# and then press the calling button. You can transfer Rs.50 per request for which Rs.55 would be deducted from your balance.For details call 121.

Prepaid RoamingAirtel Prepaid comes preactivated with 'National Roaming', so you stay connected no matter wherever you are. You can also send or receive MMS, check your email and access other GPRS services while roaming in India as you would in your own city. While traveling abroad you can receive calls & send or receive SMS.

In case you are not able to login to any network while roaming, please follow these instructions:

Go to "menu” option of your mobile. Select Network option (Can be a sub option in setting, depending on the

handset you use). Select "Manual" network. Select desired network

More with Airtel PrepaidAirtel brings you, a wide range of Services that will change the way you communicate. Try them and discover a whole new world of fun and excitement.

Call management Services Call waiting, call hold, call divert and Caller Line Identification Presentation – all with your Airtel prepaid connection.

Voice MailWhen your handset is switched off, or you’re too busy to answer the phone, Airtel Voicemail will answer your calls and record a message. The best part is that there's no extra monthly cost for setting up Voicemail - you just pay for the phone call when you use the service.

SMS (Short Messaging Service)Send messages quickly and easily using text, if it's too noisy to talk or you don't have much time. It's the way to share those interesting one-liners, important reminders and rib-tickling jokes, with anyone, anytime, anywhere in the world.

Subscription AlertsGet regular alerts on news, jokes, business, health and films on your Airtel

mobile phone with Subscription Services. SMS <SUB NEWS> to 53333 for News, <SUB JOKE> for Jokes, <SUB BIZ> for Business News, <SUB SPO> for Sports Alerts & <SUB VAASTU> for Vaastu tips.

MMS (Multi-media Messaging Service): Jazz up your messages with pictures, images and video clippings, with MMS from Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service settings.

Airtel LiveMake your mobile the most happening entertainment destination with Airtel Live Airtel brings you the latest in entertainment and information services, right on your phone!

Airtel Live WAP Services: Download the latest ring tones, games, wallpapers, videos and much more. You can also get news clips, watch live TV and download full songs on you phone. To get Airtel Live settings on your phone, SMS 'Live' to 56465 and save the settings that you receive as your preferred connection. Airtel Live Portal can be accessed from you GPRS enabled phone, by sending a SMS 'FUN' to 56465.

Airtel Live Voice Services: Just Dial 56465, and name the service. For e.g. say ring tones to download your favorite ring tones. You can also choose a variety of content options like Live Cricket Commentary, latest National / International News, Movie Reviews or Stock Market Updates.

Airtel Live SIM Services: Access loads of fun content and exciting services like cricket, stocks, on your phone at the touch of a few buttons with Airtel Live SIM based Services on your SIM card menu. To download new services on your Airtel SIM, choose the "What's new" option under the "Airtel services" menu.

Airtel Live SMS Services: You can enjoy a host of services by sending a keyword as an SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood / Hollywood / Indi Pop Ring tones. In case you need assistance SMS, Help to 56465.

Hello Tunes Tired of that boring old ‘tring tring’ on your phone? Well now when a friend calls, you can make them groove to the hottest new tracks burning up the music charts with Hello Tunes from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that are updated regularly. What's more you can directly call the number for your kind of music, e.g. call 678005 for English New and 678001 for Hindi New. This would directly take you to your favorite artist's Hello Tunes listing.

Copy a Hello TuneGet the tune you want, all you have to do is call 55055 and follow the simple voice instructions to copy your favorite Hello Tunes. Once inside the copy feature, just key in the 10-digit Airtel mobile number you want to copy the Hello Tune from and you get the same Hello Tune assigned to your number.

Gift a Hello TuneForget gifting chocolates, flowers and greeting cards. Say it with a song instead! Gift a Hello Tune to that special someone. Just call 55055 and choose the song that you want to gift. Follow the simple voice instructions and key in the 10-digit Airtel mobile number that you want to gift the Hello Tune to. You will get an SMS notification upon successful receipt of that gift.

Buy Music - Airtel Music ShopsBuying your favorite Hello Tune or Ring tone is as simple as recharging your phone with talk time. Simply walk into your nearest Airtel Shop and walk out with your favorite song. Choose from Bollywood Hits to Indipop Remixes, Hard Rock to Gujrati Garba, Bhajans to Jazz, Bhangra Beats to foot tapping Tamil Hits from a list of more than 18000 songs.It's as simple as:

Choose your favourite song from the music catalogue available with the retailer.

Retailer will just press a few keys on his phone and download a song (Hello Tune or Ring tone) to your mobile phone.  In the case of Hello Tunes you will be required to dial 674 (toll free) to confirm acceptance of the song.

You will also get an SMS confirming the successful download of your song.

Finally you can pay the retailer for the song and walk out...as simple as that.

Reach us Anytime AnywhereIn case you need assistance, dial '121' - our toll-free number, accessible from anywhere in the country, even while roaming. You can also send us an SMS to 121 or mail us at 121@airtelindia.com. *In case of email, mention your mobile no. like, 9810012345, in the subject of the mail for a quicker response.

Handset Offers

Now choose from a wide range of mobile handsets available exclusively with special offers from Airtel

Nokia 1200

Dust and splash proof with rubberized keypad and anti-slippery back cover.Bright flashlight for convenience and emergency.

Nokia 1209

Not just another good-looking phone, its premium designer body is made of a durable material and anti-slip backing. The ultimate choice of many first time users, simplicity does not mean lacking functions.

Nokia 1208

Experience enhanced visual with the 65,536 color display.Dust and splash proof with rubberized keypad and anti-slippery back cover.

Nokia 1650

Practicality,functionality with style.Get instant entertainment, vivid colour and large screen display. Nokia 1650 meets our need while you are on the go.

Sony Ericsson J120i

Slim, compact and hassle free - J120i makes calling and texting as easy as ABC, with added feature of FM radio.

Huawei T128

Slim, Light weight, Easy to use menu in multi language. The Huawei T128 comes with Aminated effects, backlight features & many more.Offer Details:-

Only Rs 1199/-Huawei T128 handset + Airtel prepaid connection with Life Time Validity + Free Hello Tunes worth Rs 45/-

Services

Subscribe for cool alerts at the click of a button! What's better is that you receive updates automatically on your Airtel phone.

Avail of special services like calling waiting, call hold, call divert and voice mail to manage all your accessibility needs with Airtel.

Let your phone do the talking, with our Mail and Messaging services. Make arrangements, share moments or just say hello...

Take your office wherever you go & access e-mail and Internet any time anywhere, with Airtel.

More services, for convenient use of your mobile from Airtel network.

Welcome to Airtel Mobile Phone Backup, a unique service that saves all the vital and precious information at the touch of a button.

Now secure your handset with this unique service, which helps you keep track of your mobile phone when it’s stolen or lost..

Tariffs

Going mobile is now a lot more affordable with amazingly reduced tariffs from Airtel .So go ahead and choose Airtel’s New Prepaid with lowest monthly cost of staying cellular,available for both new and existing customers.

New Muskaan tariff

Option Calling valueValidity

99+96 6 30 days

99+151 44 365 days

99+392 349 365 days

99+653 581 365 days

SUPER LIFE TIME

Option Calling Value Validity99 + 294 10 SUPER LIFETIME

RCV VALIDITY

TALK VALUE REMARKS

RCV-52 30 DAYS 0 All Local call Call 50 Paisa @ Min

RCV-75 30 0 All Local 50 Paisa @ STD & LL 1 @ Min

RCV-35 30 10 All Local Rs.1/-, STD 1/@ Min

RCV-36 30 0 360 Local SMS

RCV-98 30 9 All Local Call Rate 1/ -@ Min

RCV-26 30 0 100 National SMS Free

RCV-152 365 45 All Local Call Rate 1/- @ Min

RCV-393 365 349 All Local Call Rate 1/- @ Min

RCV-654 365 582 All Local Call Rate 1/- @ Min

RCV-295 SUPER LIFE TIME

10 All Local Call Rate 1/- @ Min

RCV-95 30 0 A2A 30 Paise A2O 50 Paise A2LL 1 Rs.

RCV-150 30 0 All Local Call 50 Paisa @ STD 1 Gulf Calling @ 6.99, U.S Calling @3.99 All Local SMS 10 Paise, National SMS 25 Paise

NEW MUSKAAN PACK

FOR PRESENT CUSTOMER

MRP : Rs. 321CALL VALUE : Rs.150

FOR NEW CUSTOMERMRP : Rs. 320

CALL VALUE :Rs. 149

ADVANTAGES

VALIDITY : 1 YEARFREE LOCAL & NATIONAL SMS : 250(Validity 30 Days)

2 Local Airtel to Airtel No. @ 10 Paise/ Minute.

For Registering 2 Local Airtel No. Call 52521. Call Charges Rs. 2/Minute.

AIRTEL SAATHI PACK

Call at minimum rates on any of your 2 favourite nos.

Airtel to Airtel : 10 Paise/Minute.

Airtel to Mobile : 40 Paise/Minute.

Airtel to LandLine : 65 Paise/Minute.

Airtel to STD : Rs. 1/Minute.

Charges Rs.5/Week.

Airtel-: Present :-

Nokia Bundle Offer

FRC 94*Validity 1 year

*A2A Talk Value 150 Min

* Free Local SMS 300 (For First Month)

Life Time Validity

FRC 195*Vaidity : Life Time

* Free Local SMS 300 (For First Month)

Terms & Conditions Apply

Post paid Plans

Features:- Easy Billing Easy Payment Options. Anytime Anywhere

Credit Limit

Strong Network Coverage

Long Distance Calling Facility

Widest Roaming – National and International

GPRS – Roaming

Reach us Anytime Anywhre

Easy Billing

Enjoy a host of rich features only with Airtel e-bill. Register free on ‘My Airtel’ section and view your monthly bill with call details for last three months. Sort your calls between personal and official or analyze your usage, at the click of a button. To change tariff plan call IVR at 121 and leave a request, User can also send in their requests through email 121@airtelindia.com, log their request on My Airtel section of the website or SMS the change to 121.

Easy Payment Options. Anytime Anywhre

User can choose from a host of convenient payment options only with Airtel. Walk into any Airtel relationship centre and make their payments by cash or credit card. Drop a cheque at any of the drop boxes for making payments or simply log on to My Airtel section and pay instantly through their credit card.

User can also opt for easy payment options like:-

Standing Instructions User can give us standing instructions to debit your credit card account for their monthly Airtel bills. All they have to do is fill the Standing Instruction Form and mail, fax it to us or drop it any of our relationship centres.

Electronic Clearing SystemFill an ECS form and mail, fax it or drop it any of Airtel relationship centres to directly debit User bank account for his monthly Airtel bill.

Pay while roamingAirtel has introduced 'Anywhere payment' that offers the convenience of making payments while User roam. Walk in to any Airtel Relationship Centre in the country, make payments by cash or credit card and enjoy uninterrupted Airtel Services.

Credit Limit

User’s pre-set credit limit mentioned on his monthly bill helps him keep his mobile charges in control, keeps track of his usage and ensures that his mobile phone is not misused. Should User exceed his credit limit, he is informed via a voice or a non-voice message to make an interim payment and reduce his account balance below his credit limit. User may also choose to pay an additional refundable deposit to enhance his credit limit or opt for our convenient payment method of Credit Card Standing instruction .He can also make use of ECS facility.

Strong Network Coverage

Enjoy complete clarity when calling with Airtel .It offers the User world class technology and unbreakable network coverage that spans over 23 circles across the country.

Long Distance Calling Facility

Call long distance calls in India and Overseas with STD / ISD facility on your Airtel phone.

Widest Roaming – National and International

Airtel's roaming service allows User to stay connected and use his mobile phone to make or receive calls from almost anywhere in India and also over 160 countries, abroad.

GPRS – Roaming

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office mails (eg. BlackBerry services), from almost anywhere in India and abroad.

Reach us Anytime AnywhereIn case User need assistance, dial '121' - our toll-free number, accessible from anywhere in the country, even while roaming. He can also send us an SMS to 121 or mail us at 121@airtelindia.com. *In case of email, mention your mobile no. like, 9810012345, in the subject of the mail for a quicker response.

Handset offers

Touch screen phones

HTC Touch Diamond Only Rs. 27,500\-

The HTC Touch Diamond will be available for Airtel Users in 17 cities - Delhi/ NCR, Mumbai, Chennai, Kolkata, Bangalore,Hyderabad, Pune, Ahmedabad, Surat, Nagpur, Indore, Chandigarh, Jaipur, Lucknow, Ludhiana, Guwahati and Cochin.

Palm Treo 750 Only Rs. 22,990/-

The Palm Treo 750 is available in 10locations namely Delhi-Mumbai-

Chennai-Kolkatta-Bangalore-Hyderabad-Pune-Ahmedabad-Chandigarh-Jaipur

Studying Sales Promotion Techniques

Sales promotion techniques were firstly used in the year 1930, when the global recession started from the United States of America. It was the time of transformation of “Sellers Market” into the “Buyer’s Market” at the global level. In order to wipe out the piling stocks or goods in the ware houses the marketers used the techniques to lure or induce the customers to buy their products.

Sales Promotion is one of the four aspects of promotion i.e. advertising, personal selling, and publicity/public relations. Sales Promotions are specified efforts that are designed to have an immediate impact on sales.

Sales Promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short-term sales effects. Where advertising offers a reasons to buy, sales promotion offers an incentive to buy. Sales Promotion collectively comprises of the tools used to promote sales.

American Marketing Association defines it as: “In a specific sense, sales promotion includes those sales activities that supplement both personal selling and advertising and coordinate them and help to make them effective such as displays, shows and expositions, demonstrations and other non-recurrent selling efforts not used in the ordinary routine.”

According to Philip Kotler, “Sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchase of particular products/services by consumers or the trade.”

Objectives of Sales Promotion

The ratio of expenditure for sales promotion is increasing in the budget of a firm in comparison to advertising. According to Kotler a decade ago it was about 60:40, which increased in many consumer packaged goods upto 25:75. This due to the fact that sales promotion fulfills many purposes. Sales Promotion objectives depends upon overall marketing strategy of the company.

There may be two approaches of affirm about sales promotion objectives like proactive or reactive. In proactive approach firm tries to gain additional market share and tries to expend market.In reactive approach firms are compelled for sales promotion programmes due to competitive pressures or to relieve from excessive inventory pile sips.

1. Improving the marketing performance of middleman and sales people.2. Supplement advertising and personal selling.3. Stimulating demand for a product.4. To encourage greater use by existing customers.5. To increase impulse buying.6. To attract new customers.7. To get retailer cooperation.8. To protect market share in the age of competition.9. Shifting the burden of shortage on distributors.10.To earn the benefits of economies of scale.11.To overcoming seasonal slumps.12.To support and supplement to the salesmen’s effort.13.To develop favourable consumer experience.14.To generate short-term cash in flows.15.To expand the target market.16.Improve relationship with dealers.17.To induce brand switching.

Sales Promotion Techniques

Consumer Promotion Techniques

Free samplesPrice reductions/rebatesTrading stampsCouponsPremium(gifts)Consumer servicesProduct demonstrationSpeciality advertisingCataloguesContests and sweep stakesRoad shows

Middlemen Promotion Techniques

Special discountsSales assistanceTrade allowancePoint-of-purchase displaysTrade showsCash rebateAdvertising allowancesCount and recount allowance DatingSlotting allowances

Sales Force Promotion Techniques

Sales contestsSales training manualsPackets with promotional materialsDemonstrations

Subscriber Base

The Airtel subscriber base according to COAI - Cellular Operator Association of India as of May 2008 was:Delhi - 4,055,704 Mumbai - 2,468,016 Chennai - 1,823,532 Kolkata - 1,852,838 Maharashtra & Goa - 4,345,945 Gujarat - 3,004,824 Andhra Pradesh - 6,516,332 Karnataka - 7,316,500 Tamil Nadu - 4,218,705 Kerala - 1,703,298 Punjab - 3,239,200 Haryana - 1,067,990 Uttar Pradesh (West) - 1,624,001 Uttar Pradesh (East) - 3,897,278 Rajasthan - 4,242,006 Madhya Pradesh - 3,084,776 West Bengal & Andaman and Nicobar - 2,106,163 Himachal Pradesh - 809,829 Bihar - 4,912,900 Orissa - 1,911,070 Assam - 939,746 North Eastern States - 585,213 Jammu & Kashmir - 1,100,069

The total is 67,425,935 or 32.81% of the total 205,460,762 GSM mobile connections in India till May 2008

The market share:

COMPANY

REVENUE(Rs.Crore)

SUBSCRIBERBASE(million)

VALUATION (Approx.)

Bharti Airtel 18,250 60 $40 bn

Reliance Comm.

4,874 44 $30 bn

Vodafone Essar

NA 44 $28-30 bn

BSNL 39,750 33 $55 bn

Tata Tele Services

NA 24 $16 bn

Idea Cellular 5,694 21 $18 bn

Spice Comm. 28,522 3.5 $1.5 bn

MTNL 1,220 3 $3 bn

Shyam Telelink

160 2.5 $116 mn

HFCL Infotel NA 0.4 $90 mn

*source: Businessworld.

Conclusion

In this 45 Days period of training I gained lots of knowledge about the brand image of Airtel and and its marketing strategies regarding sales promotion.

While working as a promoter and having direct interaction with the mobile users I got a deep knowledge about the different sales promotion techniques.

Thus, during my training period my ultimate objective of brand promotion of Airtel and studying various sales promotion techniques was achieved.

BIBLIOGRAPHY

The Business world (Feb 2008). Economics and Business Facts for you (Jan 2008). www.bhartiairtel.in www.airtel.in Corbis .com www.google.com