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Communication strategy of airtel

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American International University-Bangladesh (AIUB) Subject: “Marketing Research”

Section: (B)

Research Report on- ‘‘Communication Strategy of Airtel Bangladesh Ltd”

Submitted To:

Chowdhury, AHM Ehsanul Huda

Director, Department of BBA

American International University-Bangladesh

Submitted By: ID Sarwar , Shafinaz 09-13313-1

Akter,Salma 09-13632-1

Afroz,Faria 09-13338-1

Date of Submission: 10th May, 2012


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‘‘Communication Strategy of Airtel Bangladesh Ltd”


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Letter of Transmittal

10th May, 2012

Chowdhury, AHM Ehsanul Huda

Director, Department of BBA

American International University-Bangladesh

Dear Sir,

It is a great pleasure for us to submit the report to you entitled by “Communication Strategy of

Airtel Bangladesh Ltd” .This report is submitted to fulfill our ‘Marketing Research’ course

requirement.

We are grateful to you for your continuous guidance in preparing the group report. Finally, we

also believe that this report will satisfy you and we will be happy to answer your any query in

future.

Respectfully yours,

Shafinaz, Sarwar

09-13313-1

[email protected]


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Acknowledgment

We have taken efforts in this report. However, it would not have been possible without the kind

support and help of many individuals and organizations. We would like to extend our sincere

thanks to all of them.

We are highly grateful to the respondents who have given their valuable time to fill up the

questionnaire. We are also highly indebted to the officers of Airtel customer service centre of

Banai area for providing necessary information regarding our report.

We would like to express our special gratitude and thanks to our sir Ehsanul Huda Chowdhury

for giving us lots of inspirations & suggestions.

Our thanks and appreciations also go to our classmates in developing the report by giving their

opinion.


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Executive Summary

Airtel is one of the leading telecommunication companies of our country. In 2010 airtel started

their journey in Bangladesh.Before Airtel was known as Warid Telecom. But in January 2010,

Bharti Airtel Limited, Asia’s leading integrated telecom services provider, acquired Warid

Telecom and became Airtel Bangladesh Ltd. We have made our report on “communication

Strategy of Airtel Bangladesh Ltd”. Our research is a combination of both exploratory research

and conclusive research. We did a questionnaire survey on the university students of Banani

area. We chose the students as our respondents because airtel is basically used by the young

generation. We analyzed the result through SPSS software. From this research we have gotten a

comprehensive idea about the communication strategy of airtel Bangladesh ltd.From the result

we have also found that users are happy with the communication strategy of airtel. As our

research is done on a specific area with specific customers segment, so may be the result will

not be same when it will be done on another customer segments.


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Table Of Content Page No

CHAPTER ONE Organization Overview

1-4

CHAPTER TWO

Literature Review

6-7

CHAPTER THREE

Introduction of the Report

9-10

CHAPTER FOUR

Methodology of the Study

12

CHAPTER FIVE

Analysis and Interpretation of the Data

14-20

CHAPTER SIX

Findings of the study

22

CHAPTER SEVEN

Suggestions

24

CHAPTER EIGHT Conclusion

Bibliography

Appendix

26

28

28-32


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Part-1

Chapter-1

Organizational Overview


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1. Organizational Overview:

Bharti Airtel Ltd:

Airtel is a leading global telecommunications company with operations in 19 countries. Bharti

Airtel Ltd was incorporated in the year 1995 with the name Bharti Tele-Ventures Ltd. The

company was promoted by Bharti Telecom Ltd, a company incorporated under the laws of India.

The name of the company was changed from Bharti Tele-Ventures to Bharti Airtel Ltd with

effect from April 24, 2006 in order to reflect their brand essence, objective and the nature of their

business activities. During the year 1995-96, the company launched mobile services under the

brand name 'Airtel' for the first time in Delhi and Himachal Pradesh. Bharti Airtel Ltd is a

provider of telecommunication services with presence in all the 22 licensed jurisdictions in India

and in Sri Lanka. The company is the largest GSM mobile service provider in India. The

company offers an integrated suite of telecom solutions to enterprise customers, in addition to

providing long distance connectivity both nationally and internationally. The company has

fourteen subsidiary companies. The company provides all the services under the Airtel brand.

The company operates in four strategic business units, namely Mobile, Telemedia, Enterprise

and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The

Telemedia business provides broadband, IPTV and telephone services in 95 Indian cities. The

company was ranked among the six best performing technology companies in the world.

Airtel Bangladesh Ltd:

The Bharti Airtel brand penetrated Bangladesh in January 2010 when it acquired 70 percent

ownership in Warid Telecom. With this launching, Airtel Bangladesh joins the global Airtel

family with 200 million customers in Asia and Africa continents. The mobile operator, under the

Airtel Bangladesh brand, announced the launch of its services in the growing Bangladeshi

market nearly a year after it bought majority shares into Warid Telecom. Chris Tobit, chief

executive officer of Airtel Bangladesh, said they would value the country's identity, culture and

language, as people are passionate about them.Bharti Airtel is making a fresh investment of USD

300 million to rapidly expand the operations of Warid Telecom and have management and board

control of the company. This is the largest investment in Bangladesh by an Indian company.


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Dhabi Group continues as a strategic partner retaining 30% shareholding and has its nominees on

the Board of the Company.

The new funding is being utilized for expansion of the network, both for coverage, capacity

and introduction of innovative products and services. As a result of this additional investment,

the overall investment in the company will be in the region of USD 1 billion.

Vision of Airtel:

“To be globally admired for telecomservices that delight customers”

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

Mission of Airtel:

“We will meet the mobile communication needs of our customers through”:

Error- free service delivery

Innovative products and services

Cost efficiency


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SOWT analysis of Bangladesh:

Strengths1.Global brand image 2.Low call tariff 3.Instant cash back offer 4.different product segment for different type of customers 5.Dedicated and customer oriented employees 6. loyal towards customers

Weaknesses 1. Limited coverage 2. Unstable network quality3. Few customer service centres4.Don't focus on business solution

Opportunities 1.Customers good intention to use airtel service2. Introduction of new technology andservices.3. Expand the market in the rural area4.3G, 4G

Threats 1. Good network quality of competitors2.Political istability 3. Intense copetition

SWOT analysis


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Chapter- 2

Literature Review


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2. Literature Review:

Communication Strategy:

Communication strategy helps to develop brand awareness, which means that consumers

translate product information into perceptions about the product’s or service’s attributes and its

position within the larger market. Businesses organizations use communication strategy to retain

the product’s and service’s current customer base, and to cement relationships with customers.

Marketing communication strategy defines the business’s plan for product information

dissemination and brand awareness development.

In other words, communication strategies are about the alignment of communication with the

goals of the business. Companies do not have a face, but they do have an image, which they need

to maintain by consistently delivering to their customers. A company's employees are the means

by which its services and products are actually delivered; therefore, it is vital for employees to

know what the company wants to achieve. It is necessary for them to be aware of what they need

to accomplish - in terms of both the brand image of the company and goals.

Objective of communication strategy:

A company develops a communication strategy to deliver the right information to the right

customers at the right time. A company builds the communication stagey to fulfill the following

Objectives:

To maintain good relationship with the customers

To provide information about their products and services to the customers

To increases the customer’s loyalty to their products and services.

To show their existence in the market

Components of communication strategy:

Communication strategy consists of one or more communication components. One of the most

effective components of communication strategy is advertising. Advertising allows a business to

reach a large audience through mass market or target market appeals. Through advertising a

company can easily show the benefit of their products or services to their target customers.


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Another component of communication is personal contact .For maintaining a good relationship

with their customers a company give email or sms to their current customers. These sms or email

contains information about the company’s products or services and also about the new offers.

Sometimes companies give messages to their customers in different occasion like-eid,pohela

boisakh and so on .This is another part of communication strategy.

Benefit of the communication strategy:

A well-chosen communication strategy utilizes one or more components to disseminate the

company’s outgoing message. A market-appropriate communication strategy increases the

company’s chances to accurately transmit the product’s benefits, and to have that message

positively received by the customer. The business likely benefits from customer goodwill when

the company story or customer testimonial strategies are used. An effective communication

strategy helps a company to maintain a good and long term relation to its customers. By the

communication process a company gets the feedback of the company’s performance and on the

basis of that feedback they can take the corrective action.


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Part -2

Chapter -3

Introduction of the Report


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3.1 Rationale of the Study:

As a part of the course “Marketing Research” every student has prepared a research proposal and

also a report through theoretical knowledge and practical revelation. The perfect coordination

between theory and practice are a paramount importance in the context of modern business world

as regards to resolve the dichotomy between these two areas. Our research topic was

‘communication strategy of Airtel Bangladesh Ltd’. We chose this topic because

telecommunication is one of the booming industries of our country and aitel is one of them.

Trough these research we tried to find out the communication strategy of airtel and also whether

their customers are satisfied with this communication process or not. As marketing major

students we know that communication strategy is one of the indispensable parts of marketing

area. But we had only the bookish knowledge about communication. This research helped us to

get the practical knowledge about the communication strategy. And we know that “action speaks

louder than words “.So this research enlarged our knowledge about communication strategy and

we can also use it in building our future career. This research may be also helpful for our faculty.

By evaluating our research paper our faculty will understand our capability of doing research in a

particular industry. They will also get the actual condition of that particular industry. Our

research may also help Airtel Bangladesh Ltd. Because airtel also come to know about how their

communication strategy is working. If there is any lacking in their communication strategy, then

they can take the corrective actions.

3.2 Statement of the Problems: A research is conducted to identify any specific problem. We conducted our research to identify

the whole communication strategy of airtel. We tried to identify how airtel communicate with

their customers. Through these we tried to find out customer satisfaction level of airtel with their

communication process .Specifically this research find out answers for the following questions:

How does airtel communicate with its customers?

How does airtel maintain their customer’s services?

Does airtel’s advertisings are effective?


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What are the lackings in their communication?

How do they completely satisfy their customers?

3.3 Scope and Delimitation of the Study:

As we did this research for our academic purpose.For this we did not have any financial support

so we couldn’t conduct our research broadly. On the other hand we had conducted this research

with in a limited time. For this we had shorten our scope of the study. We chose Banani area to

conduct our survey because that area was convenience for us. Our respondents were basically the

university students of Banani area. As airtel is mostly used by the young university going

students.

We also went to the airtel office and met the employees who gave us detail information about

their communication strategy. We engaged for preparing this research paper from 16th march to

10th April. We worked approximately eight hours per week.

3.4 Objectives of the Study:

As the business students it is indispensable to undergo some practical study like this for the

purpose of having flavor of professional atmosphere and make rectification, as required. The

objective of this report was to give a clear scenario of the communication process of Airtel

Bangladesh Ltd. Furthermore the report also provided some analysis and hence suggestions on

how to develop their performance as well as service quality to ensure maximum customer

satisfaction. Our objectives were divided into two categories:

i. Broad/General Objective:

To had comprehensive idea about the communication strategy of airtel

ii. Specific Objectives:

To knew how airtel communicates with their customers

To knew the satisfaction level of airtel’s customers

To knew the lackings of airtel’s communication

To suggest the different suggestion


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Chapter 4

Methodology of the Study


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4.1 Methodology of the Study:

Research Type: Our research was combination of both exploratory research and conclusive

research.

Survey type: We did questionnaire survey.

Sample frame: Our sample frame was the airtel users of Banani area.

Sample size: Our sample size was 30 respondents. We took 30 airtel users from Bananai area.

We chose them randomly.

Sample technique: We did probability sampling. We chose our respondent randomly and there

was a chance for everyone for being selected.

4.2 Methodology of collecting data:

In order to fulfill the objectives of the study both Primary and secondary data were collected

Primary sources:

We collected our secondary information from following ways:

We took Interviews through questionnaire

We also had Face-to-face conversation with the respective employees of Customer

service center of airtel

Secondary sources:

Secondary source played a vital role in our data collection. We collected our secondary

information from following ways:

Annual Reports of Airtel Bangladesh Ltd.

Data from various published articles and reports about airtel found in magazines and

journals

Also from the web sites. http://www.airtel.com/


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Part-3

Chapter-5

Analysis and Interpretation of the Data


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5.1 Frequency Tables: Table no-1: Gender consideration of the respondents

Frequency Percent Valid Percent Cumulative

Percent Valid Male 16 53.3 53.3 53.3

Female 14 46.7 46.7 100.0

Total 30 100.0 100.0

Explanation:

From our research result, we have found that males are using airtel more than female. We have

found that around 54% airtel users are male and around 47% airtel users are female. As the result

is based on our specific population survey, it may not be the actual scenario in the market.

Because the population in the market is not same.

Figure No-1

FemaleMale

Gender


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Explanation:

Among our respondents male is 53.3%, female is 46.7%.

Frequency Table: Table no-2: Age consideration of the respondents


Percent Valid

18-20 12 40.0 40.0 40.0 21-23 9 30.0 30.0 70.0

23-26 9 30.0 30.0 100.0

Total 30 100.0 100.0

Explanation:

From our research result, we have found that ages between 18-20 students are using more airtel

connection. But as this result is developed on the basis of the small population, it may not be

same when the research will be done on the whole market.

Figure No-2

23-2621-2318-20

Age of the respondents


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Explanation:

According to our research result around 40% airtel users are young and their age is between 18-

20.30% airtel users are above 21-26.

Table no-3: Education level consideration of the respondents


Per0cent Valid Undergraduate 17 56.7 56.7 56.7

Graduate

9 30.0 30.0 86.7

Post Graduate 4 13.3 13.3 100.0

Total 30 100.0 100.0

Explanation:

As we have done our survey on the university students, so all of them are educated. Among them

we have found that airtel usage rate is high at undergraduate level and very low at post Graduate

level .Because the post graduate students are much more concern about the good network than

the price and other offers.

Figure No- 3:

post GraduateGraduateUndergraduate

Education level


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Explanation:

From the research result it is found that undergraduate students are using more airtel and they are

around 58 % .Graduate students are 30% and post Graduate is 13.3%.This result is based on only

the students users. But in the real market besides students other people are also using airtel

services. So that time the result may not be as same as it is now.

5.2 Mean & standard deviation:

Assemble scale

Strongly agree agree Neutral disagree Strongly disagree

5 4 3 2 1

Descriptive:

Table no-4: Descriptive Statistics N Minimum Maximum Mean Std. Deviation Airtel is one of the best mobile service companies of our country-

30 1 5 2.67 1.061

Airtel maintains standard procedure to communicate with its customers-

30 1 5 2.63 .928

Airtel regularly inform its target customers about their new offers-

30 1 4 1.97 .765


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Airtel's advertisements are effective-

30 1 5 2.87 1.042

Airtel providees their advertisements in all media -

30 1 4 2.23 .858

Airtel's advertisements are attractive and informative-

30 1 5 2.73 1.172

Airtel has adequate customer service centres-

30 1 5 3.03 1.129

Airtel's customer service centres are helpful for you to solve your problem-

30 2 5 3.07 1.202

You are happy with Airtel's communication process-

30 2 5 3.00 1.145

Valid N (listwise)

30

Explanation:

From our research result we have found that most of the respondents are agree that airtel is one

of the leading telecom companies of Bangladesh and airtel is providing standard service

procedures. Most of the respondents are satisfied and agree that airtel provides information about

their new offers to the customers Most of the respondents are also happy with airtel’s

advertisings and they are also agree that airtel providers their advertisements in all media. Most

of the respondents are neutral about the advertising pattern like weather the advertisements are

informative or not. Most of the respondents are again neutral regarding the customer services

topic. But they are satisfied with the customer service centre’s services. Most of the respondents

are happy with airtel.


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5.3 Interactive Graphs: Figure No-4:

Explanation:

From our research result we have found that most of the respondents are strongly agree that airtel is one of the leading telecom companies of Bangladesh and

Figure No-5:

Explanation:

Most of the respondents are neutral about airtel’s advertisements. But others are satisfied with airtel’s advertisements. Avery few respondents are dissatisfied with airtel’s advertisements.

Bars show counts

1 2 3 4 5

Airtel is one of the best mobile service companies of our country-

0

4

8

12

Cou

nt

Bars show counts

1 2 3 4 5

Airtel's advertisements are attractive and informative-

2

4

6

8

Cou

nt


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Figure No

Explanation:

Most of the respondents are neutral about the customer service centers. Some of the respondents are also dissatisfied with customer service centers.

Figure No-7:

Explanation:

The respondents are happy with airtel’s communication process. Most of the respondents are

highly satisfied with airtel and its communication strategy.

Bars show counts

1 2 3 4 5

Airtel has adequate customer service centres-

2

4

6

8

10

Cou

nt

Bars show counts

2 3 4 5

You are happy with Airtel's communication process-

0

4

8

12

Cou

nt


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Chapter-6

Findings of Study


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6. Findings of the study:

From our research result we tried to identify the communication strategy of airtel and also

weather airtel is able to satisfy their customers with their communication process or not. From

our research we find out the following facts:

Majority of the airtel users are male and their percentage is 53.3%

Students mostly between the age of 18-20 use airtel

Airtel is one of the leading telecommunication companies of Bangladesh

Airtel subscribers are happy with the communication process of airtel

Airtel’s advertisements are effective

Customers are moral less happy with the customer care service centers

From the above findings we can say that airtel’s communication strategy is moderately good.

Because we didn’t find any result where consumers are strongly disagree or disagree with the

effective communication strategy of airtel. That’s why we can say that their position is good in

market and their communication strategy is also satisfactory. But our findings are based on our

small survey, so may be the findings result will not be same when the research will be done on

the whole market


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Part -4

Chapter -7

Suggestions


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7. Suggestions:

Though airtel is maintaining a good communication strategy but to achieve the premier position

in the telecom industry airtel should take some new steps or they should improve their current

strategies. We have given some suggestions for airtel on the basis of our research. The

suggestions are given below:

Airtel’s advertisement should be more rational

Airtel should make their advertisements more informative

Airtel should establish more customer care centers

They should introduce more packages for the professionals

They should Continuously progress their communication strategy


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Chapter-8

Conclusion

8. Conclusion:

Airtel is one of the leading telecom companies of Bangladesh. The research result gives us an

comprehensive idea about airtel’s communication strategy. We get the idea about how airtel

communicates with its target customers. We also come to know that airtel’s advertisements are

attractive and informative to the customers. We have found that customers are satisfied with

airtel’s communication strategy. Our research result is based on the airtel users basically the

students of Banani area. Because this area was convenient for us to take the interview of the

respondents. Because of time and resource limitation we chose only 30 respondents. So the result

may be different if it was done in another area or another customer groups.


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Part-5

Bibliography

&

Appendix


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9. Bibliography:

Bharti Airtel - Rider of the boom - Rishi Joshi and Amit Mukherjee, Business Today 5th March

2008

www.oppapers.com/.../communication-strategies-adopted-by-airtel-pdf

www.skylinecollege.com/.../advertising-strategy-of-airtel-cellular-service

http://www.answers.com/topic/airtel-telecom-bangladesh#ixzz1pgP7V0BL

http://www.answers.com/topic/bharti-airtel#ixzz1pgOQiSMc

strat.in/2009/04/telecom-airtel-vs-gp-communications/


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10. Appendix:

Questionnaire survey

Our topic is about “communication strategy of Airtel Bangladesh Limited”. This research is conducted as part of our ‘Marketing Research’ course. The result is used for our academic purposes.

1. Name of the respondent :

2. Gender : □ Male □ Female

3. Age : □ 18-20 □ 21-23 □24-26

4. Education level : □ Undergraduate □ Graduate □ Post graduate

8. Airtel is one of the best mobile service companies of our country-

□ Strongly Agree □ Agree □ Neutral □ Disagree □ Strongly Disagree

9. Airtel maintains standard procedure to communicate with its customers-


10. Airtel regularly inform its target customers about their new offers -


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11. Airtel’s advertisements are effective-


12. Airtel provides their advertisings in all media-


13. Airtel’s advertisements are attractive and informative-


14. Airtel has adequate customer service centre-


15. Airtel’s customer’s service centers are helpful for you to solve your problem-


16. You are happy with airtel’s communication process-



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Products offered by Airtel Bangladesh Ltd:

Airtel provides both post-paid and pre-paid connection plans. The post-paid plan is branded and

marketed across the country under the name airtel Postpaid, which means leader or royalty. The

pre-paid segment is branded and marketed as airtel Prepaid.

The airtel Prepaid category is divided into five segments:

Adda

Golpo

Kotha

Foorti

Dolbol

The airtel Postpaid category is divided into three segments:

Airtel Exclusive

Airtel Classic

Airtel Advantage

Value added services offered by Airtel Bangladesh Ltd:

Airtel-Postpaid and Airtel Prepaid user enjoy various value added services(VAS), such as SMS,

MMS, GPRS, 64K SIM, Dual SIM product, Corporate packages for product advertising via

SMS, and a host of other features. However, International Roaming is available only to Warid

postpaid users.

Logo of Airtel Bangladesh ltd


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Airtel’s Customers Service centre at Banani

Printed advertisement of Airtel Bangladesh Ltd


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