I undersigned ………………………a student of T. Y. B. B. A. , here by declare that the project work presented in this report is my own work and has been carried out under the supervision of prof. Kuldeep Jobanputra of R. P. Bhalodia College, Rajkot. This work has not been previously report submitted to any other university for any other examination. Date: Signature (…………………….. ) Place: Rajkot ACKNOWLEDGEMENT 1 With great experience & enthusiasm I have presented my individual report in the T. Y. B. B. A. effectiveness. I convey to my gratitude to University, Mr.
Kuldeep Jobanputra for his valuable guidance in the completion of my project report. I am also thankful those persons who help me to compel it. I am hardly thankful to whole Airtel consumers, & especially for MR. AJAYBHAI. He has provided me totally information about my report. The Market research reports on Airtel on advertisement Preface 2 In this era of globalization where every minute India is moving a step ahead and expanding it horizontally, management in India is heading towards a profession. The demand for management’s professionals is increasing day by day.
In such a competitive surroundings it becomes a requirement to have an edge over others and B. B. A is such a course, which helps and assists students in doing that. The practical studies are treated as a different subject in B. B. A which helps the students in practically applying their theoretical knowledge. It helps us to face competition, builds up our confidence and also add something to our personality. Over and above in this fast moving economy, here practical studies play an important role in our carriers. . 3 IN E DX Sr. no 1. 2. 3. 4. 5. 6. 7. 8. General information articulars Pg. no 5 10 25 42 53 55 57 59 Marketing information Marketing research Research analysis & Finding SWOT analysis Suggestion Concussion Bibliography 4 GNRL EEA IN O M T N F R A IO 5 A T LA B IF IR E T R E NAME OF FIRM: YAER OF ESTABISHED: Airtel 1976 ADDRESS: – Maitri Communication, Dealer of Airtel, Mavdi Main Road, Opp fire station, Rajkot-30005. [email protected] in www. airtel. in E-MAIL:WEB SITE: – AWARDS AND CERTIFICATE: FORM OF ORGANISATION: – AWARD FOR 4 YAER (1997 TO 00) BEST CELLULER COMPANY PRIVATE LIMITED BRANCHES: SIZE OF THE UNIT: FORM OF ORGANIZATION: –
ALL OVER IN INDIA LARGE SCALE UNIT MULTINATIONAL CO… 6 About Bharti Televentures Bharti Tele-Ventures is India’s leading private sector provider of telecommunications services based on an aggregate of approximately 1,932,000 customers comprising of mobile, fixed-line and Internet customers, as of June 30, 2002. Of these, 1,607,000 are mobile customers. The company also provides VSAT, Internet and broadband network solutions. In addition, it offers national long distance services by providing data transmission services and voice transmission services.
Bharti Tele-Ventures is a holding company and its operations are segmented into four divisions, operated by wholly owned subsidiaries: Mobile – Bharti Cellular, Access – Bharti Telenet, Long Distance Bharti Telesonic, Broadband Solutions – Bharti Broadband Network. The Company today offers mobile services in Fifteen out of 22 circles in India. As of June 30, 2002, approximately 93% of India’s total number of mobile subscribers resided in BTVL’s existing and proposed mobile circles, according to COAI reports.
Bharti Tele-Ventures was the first private sector operator to provide fixed-line services in India when it commenced providing services in the Madhya Pradesh & Chattisgarh circle in June 1998. BTVL recently launched its fixed-line services in the license areas of Haryana, Delhi, Tamil Nadu and Karnataka and thus became the first private sector service provider to provide fixed-line services in all its remaining licensed areas. 7 Bharti Tele-Ventures has always believed in creating strong partnerships with its joint venture partners.
Today, Singlet and War burg Pincus are its leading partners. The other partners include leading international Insurance. financial investors such as International Finance Corporation, Asian Infrastructure Fund Group and New York Life 8 About Airtel Airtel ……….. A vibrant new World of unlimited opportunities, where “Air’ symbolized a word of unlimited freedom to think …………. to dream & to achieve, where “Tel’ connotes new innovative yet simple ways to communicate spontaneously, not just through words but through ideas, emotions and feelings. leadership.
Airtel comes to you from Bharti Cellular Limited – a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world-class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom); War burg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance Corporation, USA and New York Life International, USA.
Bharti provides a range of telecom services, which include Cellular, cordless Basic, phones. Internet Apart and from recently being introduced largest National Long of Distance. Bharti also manufactures and exports telephone terminals and the manufacturer telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states covering all four metros. It has over one million satisfied customers. Together they represent a sensitive contemporary confident symbol for those who believe in true Launching of Airtel in Gujarat Ahmedabad, subsidiary Gujarat. of August 5, 2002: Bharti Cellular Limited, a Bharti Tele-Ventures, India’s leading telecom conglomerate, today announced the launch of Airtel mobile services in Speaking on the occasion Mr. Sunil Bharti Mittal, Chairman and Group Managing Director, Bharti Enterprises said “It is my proud privilege to bring Airtel to Gujarat. Today we bring to Gujarat a worldclass network and a slew of unique benefits for the first time in India that only a true pan-India mobile player can offer. ” Mr.
Sanjay Kapoor, Executive Director, Bharti Cellular Limited said, “Ariel’s entry in Gujarat is a defining event which brings to our customers a bouquet of unique benefits. We are sure our service offerings will further stimulate growth and enhance the quality standards of mobile services in Gujarat. ” 10 Awards August 7, 2008: Bharti Airtel adjudged the ‘Best cellular services provider’ and ‘Best broadband service provider’ at the 2008 V&D 100 Awards. July 11, 2008: Bharti Airtel Limited voted as India’s most innovative company, in a survey conducted by The Wall Street Journal.
Bharti Airtel was ranked as the most innovative in responding to customer needs in a survey conducted to determine Asia’s 200 most-admired companies. The Asia Pacific Award for the Most Innovative HR practices-2000 The Golden Peacock National Training Award for excellence in Training practices-2000 The Golden Peacock National Quality Award-2001. June 13, 2008: Sunil Bharti Mittal received U. S. -India Business Council’s ‘Global Vision’ Award. The prestigious award recognizes his entrepreneurial zeal and contribution to Indian business Vision To make mobile communications a way of life and be the customers’ first choice. ” Mission We will meet the mobile communication needs of our customers through:
We will not use information about you without your permission and will provide the means for you to manage and control the information that you have provided. We will enable you to communicate your privacy concerns to us and that we will respond to them appropriately. We do not disclose any personal information to advertisers and for other marketing and promotional purposes that could be used to personally identify you, such as your password, credit card number and bank account number. The credit card transaction information is protected by the industry standard Secure Socket Layer (SSL). 12
M R E IN AKT G D P R MN EAT E T 13 IMPORTANCE OF MARKETING DEPARTMENT Marketing is the focus point of all business activities because the objectives of all business enterprise are to satisfy the needs and wants of the customers. Production and purchase has no meaning unless a firm is able to market the goods and services. Nothing happens unless somebody sells something. Marketing is the distinguishing feature of business. A business is essential part from all other human organization by the fact that it markets the product or services. Marketing is the basic operative function of all business firms.
It serves on the basis of business planning and generates revenue for the firm. Efficient marketing management is essential for the survival and growth of every enterprise. Marketing is a system of integrated business activities designed to develop marketing plans and programs leading to the satisfaction of customer wants. Marketing department represents an important functional area of business management efforts for the flow of goods and services from the producer to the consumers. Marketing department of the Bharti televenture Limited is a crucial part of its organization.
The company can achieve its subsidiary objectives along with the primary objectives with the help of marketing department. It not only helps the company to achieve the goals that are directly related to marketing department but 14 also helps in achieving the goals that are related to other departments of the organization. With the help of the marketing department Bharti televenture as a company has not been successful in gaining the sales volume but also earned goodwill for itself. As a result of the efforts made by the marketing department. Bharti televenture is enjoying a prestigious position in the telecom industry. 5 ORGANIZATIONAL STRUCTURE Organization means it is a group of people working together co-operatively under authority towards achieving goals and objectives that mutually benefits the organization. It may also be said as grouping activities is to be performed. We can also define as establishing relationship for the purpose of handling people to work effectively by maintaining horizontal and vertical coordination. Market is related with creation of standard of living. Organization is a form of co-operative efforts. It can be said that marketing organization consists of no. of people with many different position. Take all the things away from me, take my wealth, take my industries, take my land, but with help of my efficient organization I will bring these all back within only 5 years. ” Andrew Carnegie 16 DISTRIBUTION CHANNEL Company Distributor Dealer Salesmen Retailer Customer 17 MARKETING MIX Marketing is a comprehensive term; it includes all resources and a set of activities that facilitate the flow of goods & services from product to consumers. To plan out marketing activities and to provide better facilities we have to select specific market target in from of market segments or sub division of market.
The marketer formulates a combination of a number of devices or types of marketing activities that are co-ordinate into single marketing programmed to reach a particular target or market segment. The combination of those marketing methods or devices is known ad the marketing mix. Product mix Brand Style Colour Design Product line Package Warranty service Price mix pricing pricing policy basic price terms of credit discount allowance Marketing Strategy Marketing mix Focus on the target Market Promotion mix personal selling advertising publicity sales promotion dealers aids consumer aids
Place mix distribution channel wholesaler retailer mercantile agents physical distribution transport warehouse inventory 18 COMPETITORS In the fast growing world of technology almost each and every company may be having some or the other competitors. Airtel faces competition from the following competitors in the local market. “Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors. ” Today in this competitive world AIRTEL has got many competitors which are as follows: – ? ? ? ? ? VODAFONE IDEA BSNL RELIANCE TATA INDICOM 19
CHARTS SHOWING DIFFERENT ADVERTISING MEDIA PRESS ADVTG. Newspaper Magazines & Journals OUTDOOR ADVTG. Posters Boards Electric Display SandwichBoard Business Terms & Trains Sky Advertising Others DIRECT MAIL Circular BusinessReply Envelopscards Price List Catalogue Folders & Booklets PersonalLetter Others MISC. ADVTG. Radio & TV Cinema &Slides Fair&Exhibition Loud Speakers Demonstration Posters & Telegraph Dept. Others To serve the above-mentioned objective and to obtain the fruits by delivering all the benefits, advertising is the only way to reach the customers at minimum cost and maximum benefits.
The company can advertise the products by taking the help of its own advertising department or by advertising agency. The agency’s major role is purchase of media time and space besides it is directly responsible for development of all advertising copy and of the commercial. There are various tools which are used to advertise the product or service like print media, direct mail, outdoor media, broadcast media, transit media and other form like demonstration, exhibition etc. newspaper & magazines at national levels and they also advertise on T. V. r different channels ZEE, SONY, DDI, etc. they take the help of advertising agency. AIRTEL advertisement in all leading newspapers likes the Times of India, The Economics Times and they also take the help of transit media. Their theme of advertising is “Public awareness” which is becoming true because in this competition market. There was a controversy whether advertisement is expenditure or an investment. 20 SALES PROMOTION Sales promotion refers to activities other than personal salesmanship, advertising and publicity which stimulate consumers purchasing, dealer effectiveness e. . Display, exhibition and showroom demonstration, free samples, coupons, premiums and various other nonrecurring selling efforts not in the ordinary routine. It is plus ingredient in the marketing mix whereas advertising and personal salesmanship is essential & basic ingredients in the marketing mix. SALES PROMOTION (BRIDGE) PERSONAL SELLING ADVERTISING 21 In short, sales promotion is a bridge or connecting link covering the gap between advertising and personal salesmanship the two wings of promotion. 22 M R E IN AKT G RSAC EE R H 23 Introduction to Market Research
According to American Marketing Association “Marketing research is the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. ” Management in any organization needs information in large quantity about potential markets and environmental forces in order to develop successful strategic marketing plans, and to respond to such changes in the market place. A mass of data is available both from external sources and within the firm. This forms a solid platform for a research to take place.
Marketing Research includes all the activities that enable an organization, to obtain the information it needs to make decisions about its environment, its marketing mix and its present or potential customers and consumers. More specifically, Market Research is the development, interpretation and communication of decision oriented information to be used in the strategic marketing process. Marketing Research is the systematic design, collection, interpretation and reporting of information for help marketers solve specific marketing problem or to take advantage of marketing opportunities.
It is a process of gathering information not currently available to decision makers. Marketing Research is conducted on a specialproject basis, with the research methods, adopted to the problems being studies and to changes in the environment. The Market Research society defines Marketing Research as “the collection and analysis of data from a sample of individuals or organizations relating to their characteristics, behavior, attitudes opinions or possessions. It includes all forms of marketing and social research such as consumer and industrials surveys psychological investigations, observational and panel studies. 24 Nature of Research The Marketing Research is carried out on Retailers of Airtel Limited is in nature of Applied Marketing Research. The research where the application of all Marketing Concept and Strategies have been put into practice. The nature of research is also Syndicate Research, which can be carried out by anyone, a part from Research Organization. The Research has been carried out through the universally favored approach of a personal interview survey.
Applied Research is the one, which is carried out by applying all the marketing concepts into a subject that needs to be researched and through this application, the findings are presented in the forms of a report. I am using Applied Marketing Method at there 25 Objectives of Study Any activity done or to be done has certain objective behind it. As project report is a practical subject and also marketing is ever changing so not just depend on books and past data which are available to me, I prefer survey of consumer which is required to know the Buyer Behavior how differ from one shop to another and one consumer to another.
The objectives of this survey on Advertising and Brand are: ? To identify the effectiveness of Airtel Advertising. ? To what extent they influence the purchase decision of the customers. ? To identify Brand awareness of Airtel. ? To know the importance of Brand Airtel among consumers. 26 Sample Survey The gathering of primary data through experimentation involves use of sampling, survey method and observations. The survey conducted on Retailers for Hutch Cellular Limited involved a survey based on personal interview. The details of the selected samples for the survey are as under: City chosen for Sample Survey:? Sample size:? Area selected :- Rajkot city 50 samples Kotharya road, Manhar plot, Raiya road, Dhebar road, Palace road, Sardar nagar road, Dr. Yagnik road, 27 MARKET RESEARCH METHODOLOGY Formulation of Research Problem Research Design Determination of Sources of Data Collection of Information Processing and Analysis Present the finding 28 FORMULATION OF RESEARCH PROBLEM First step of the marketing research process is the formulation of research problem. Marketing management must be carefully note to define the problem too broadly or too narrowly for the marketing researcher.
The marketing manager and the researcher must work closely together to define carefully and agree on the research objectives. The manager’s best understand marketing research and how to obtain the information. In order to avoid waste of time and money it is necessary to define the problem in specific terms. The survey has been undertaken in order to answer some questions like ? Are you like to see advertisement? ? Through which media you came know about it? ? Do you know about the brand ambassador of the Air-tel? ? In your opinion through which media company can get maximum reward? 29 RESEARCH DESIGN
The second step of the marketing research process calls for determining the information needed and developing a plan for gathering it efficiently. A research design can be defined as “The plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. ”. Designing a research plan calls for decisions on the data sources, research approaches, research instrument, sampling plan and contact methods. Once it is realized that the secondary data are insufficient, the researcher needs to decide upon one alternative design to collect the primary data.
The three basic methods which can be used are: – 1. The Observational Method: This method involves direct observation of people and situation through one way mirrors, hidden cameras or disguised observers. Direct observation involves watching actual behavior; indirect observation involves inferring behavior by looking at the result of that behavior. 2. The Experimental Method: The most scientifically valid research is experimental research. The purpose of experimental research is to capture cause-and-effect relationship by eliminating competing explanations of the observed findings.
To the extent that the design and execution of the experiment eliminate alternatives hypothesis that might explain the result, research and marketing managers can have confidence in the conclusion. This method however, involves more time and is costly. 30 3. The Survey Method: Surveys are best suited for descriptive research. This method involves learning about people’s knowledge, beliefs, preferences and satisfaction and to measure these magnitudes in the general population. As in observation, survey research can be structured or unstructured.
Structured survey use formal lists of question asked of all respondent the same way where as in unstructured researcher use an open format that lets the interviewer probe respondents and guide the interview, depending on their answers. There are three types of surveys namely: ? Telephone Survey ? Mail Survey ? Personal Interview Here, for the survey of retailers of Airtel I have used personal interview method as tool for data collection. 31 DETERMINATION OF SOURCES OF DATA In marketing research literature, there are two types of data: primary data and secondary data. The researcher can gather primary data or secondary or both. . Primary Data: The first hand data collected for a specific purpose or for a specific research project constitutes primary data. When the needed data do not exist or are inaccurate, incomplete or unreliable the researcher collects primary data. Most marketing research projects thus involve some primary data collection. The main primary data sources consist of consumers, dealers, buyers, etc. Consumers and buyers constitute the main source of information in most researches. A buyer may not be the user of the product, although in some cases the consumer and the buyer may be the same person.
The normal producer is to interview some people individually or in groups to get on idea of how people feel about the topic in question and then develop a formal research instrument. (a) Survey by Questionnaire. (b) Panel Research. (c) Observation Approach. (d) Experimental Research 2. Secondary Data: Information collected by other organization or individuals which might be relevant to the study constitutes secondary data. Researchers usually start their investigation by examining secondary data to see whether their problem can be partly or wholly solved without collecting costly 2 primary data. Secondary data provides a starting point for research and offer the advantages of low cost and ready availability. (a) Published Survey of Markets. (b) General Library Research. (c) Government Publications and Reports. (d) All Advertising Media (Newspapers, magazines etc. ) (e) Trade Associations. (f) Universities. (g) Internal Sources. 33 COLLECTION OF INFORMATION Marketing researchers have a choice of two main research instruments in collecting primary data: Questionnaire and mechanical devices. Questionnaire:
A questionnaire consists of questions presented to the respondents for their answers. Because of its flexibility, the questionnaire is by for the most common instrument used to collect primary data. In preparing a questionnaire, care should be taken in choosing the questions and their form, wording and sequence. The questions included in the questionnaire can be closed end questions prosperity all the possible answers and are easier to tabulate and interpret. Open end questions allow respondents to answer in their own words and they often reveal more as they give an insight into how people think.
In my study, the questionnaire contained both open-end and closed-end questions depending upon the type of information to be gathered. Mechanical Device: Mechanical devices are occasionally used in marketing. They are used to measure the interest or emotions aroused by exposure to a specific situation. Sampling plan: After deciding research approach and instruments the marketing researchers must design a sample plan. This calls for three decisions. 34 Sampling Unit: The marketing researcher must define the target population that will be sampled. In my case the target population was the retailers selling sim card of Airtel Limited at Rajkot.
Sample Size: Large samples give more reliable results than small samples. However, it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. In my survey the sample size was 50. Sampling Procedure: To obtain a representative sample a probability sample of the population should be drawn. Probability sampling allows the calculation of confidence limits for sampling errors. When the time and cost are involved the in probability sampling is excessive, marketing researcher will take non-probability samples. The various sampling method are as under:
Probability Sampling Simple random sample Stratified random sample Cluster sample Non-probability Sampling convenient sample Judgment sample Quota sample My survey falls under the category of the convenient sample under Non-probability sampling. In this method the researcher is free to select. The respondents are selected on the basis of the being available at the time of survey. 35 INTRODUCTION OF ADVERTISEMENT Companies must do more than make good products-they must inform consumers about product benefits and carefully position products in consumers’ minds. To do this, they must skillfully use the mass-promotion tools.
And advertising is the most effective tool. We are in 21st century, where there is cut-throat competition in the market and there are also numbers of Multinational Companies are as well as many MNC’S are coming day by day in our country, by offering world-class technology. It is very easy to enter in the market but very tough to survive or stay in competitive market. According to Peter Drucker, “Marketing means only create consumers. ” But in reality it is too tough, so we must have such planed marketing strategies which catch the consumer once and never allows them to switchover other products.
Out of all strategies advertising strategy is very important. Advertiser includes not only business firms, but also charitable organizations or trust, professionals, Government agencies that direct message to target publics. Ads are a cost-effective way to disseminate messages, whether to build brand preference or to educate people to avoid hard drugs. Meaning The term advertising originated from the Latin word “Adverto” which means to turn around. Thus according to this meaning advertising means an activity employed to draw attention to any object or purpose. Definition “Advertising is causing to know, to remember to do. 36 Advertising can be defined as mass, paid communication (presentation and promotion) of goods, services or ideas by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. Advertising appears in recognized media, such as newspapers, magazines, radio, television, cinema film, outdoor hoardings and posters, direct mail and transit. STRENGTH OF ADVERTISING AS A PROMOTIONAL TOOL Advertising is a major promotion tool. It has the following basic plus points or strength as a promotion tool: 1.
It offers planned and controlled message. 2. It can contact and influence numerous people simultaneously, quickly and at a low cost per prospect, hence it is called mass means of communication. 3. It has the ability to deliver message to audience with particular demographic and socio-economic features. 4. It can deliver the same message consistently in a variety of contexts. 5. It can reach prospects that can not be approached by salesmen. 6. It helps to presell goods and pull the buyers to retailers. 7. It offers a wide choice of channels for transmission of such as visual. . It is very useful to create maximum interest and offer adequate knowledge of the new product when the innovation is being introduced in the market. 37 IMPORTANCE OF ADVERTISING Nothing can except the mint can make money without advertising. Mass production and mass distribution totally depend on all forms of advertising and publicity. We can tell numerous people about a product or service in the quickest time interval at the lowest possible cost. Advertising by facilitating mass production and mass distribution has provided immense employment opportunities to people.
It is responsible for creating and delivering rising standard of living to innumerable people. It has made possible tremendous industrialization and economic development in many countries. It is the backbone of modern national and international marketing. Modern advertising informs guides, educates as well as protects buyers, so that they can buy intelligently and raise their standard of living. In the marketing programme of a business enterprise, advertising is an indispensable tool supplemented by salesmanship and sales promotion. Advertising is to business what steam, electric or nuclear energy (motive power) is to industry.
The wheels of industry and commerce cannot move with desirable speed without the propelling power of promotion mix. The advertising purpose and tasks of Airtel are set by marketing plans and strategies. Advertising is the use of paid for, sponsor identified material in mass media. The real purpose of advertising of Airtel is not only one, viz. , to sell something a product, a service, or merely an idea through effective communication. It attempts to stimulate sales to all customers (present, former and future). It has other purposes as well. It is used to reassure buyers that they have really made the best purchase.
Thus, advertising of Airtel can build up brand loyalty. It can enhance the morale of the salespeople and dealers thereby securing enthusiastic distribution of products. It is also employed to promote the bright image of the company in the society. 38 SELECTION OF ADVERTISING MEDIA Selection of media is a crucial part of advertising. The steps here are deciding on desired reach, frequency, and impact; choosing among major media types; selecting specific media vehicles; deciding on media timing; and deciding on geographical media allocation. Then the result of these decisions needs to be evaluated.
Media are the channel or medium by which advertisement reaches to the consumer. They are called wider and variety vehicles for advertiser for transmission of promotional message. While selecting media the characteristics of target audience is the major factor which decides how to give advertisement. Suppose a company who has target audience related to higher class and upper middle class can go through vehicle like television. The media planner has to know the capacity of the media types to deliver reach frequency, and impact. The major advertising media along with their costs, advantages and limitations should consider. 39
RESEARCH ANALYSIS & FINDINGS 40 Are you like to see advertisement? Yes No 46 4 50 45 40 No. of person 35 30 25 20 15 10 5 0 Yes No Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement and 50 out of them 46 are watching the advertisement and only 4 people are not like to watching advertisement. Suggestion I would not like to do any suggestion because most of the people are watching advertisement of Airtel. 41 Have you seen the advertisement of Air-tel? Yes No 45 5 50 45 40 35 No. of people 30 25 20 15 10 5 0 Yes No Series1
Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 45 are watching the advertisement of Airtel and only 5 people are not aware about the Airtel advertisement. Suggestion I would not like to do any suggestion because most of the people are watching the Airtel advertisement. 42 Through which media you came know about it? Newspaper Hording Television Retailer shop Other sources 20 10 8 10 2 25 20 No. of person 15 Series1 10 5 0 Newspaper Hording Television Retailer shop Other sources Analysis
From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 20 are watching through Newspaper,10 are watching through hording,8 are watching through television,12 are watching through retailer and remaining are watching through other sources. Suggestion I would like to suggestion to company that they can increase their advertisement in television because maximum people are watching advertisement in television. 43 In advertisements which factor are very attractive? (Rank them) Theam Color combination Brand ambassador Massage Other Factors 2 10 3 24 1 Importent Factores Theam Color combination Brand ambassador Massage Other Factoers Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 12 are saying that Theam is important factors, 10 are saying color combination, 3 are saying brand ambassador 24 are saying Massage. Suggestion I would like to suggest to the company that they can Focuses more and more in their advertisement massage and theam because more people are concern with the massage in compare to other. 44
Do you know about the brand ambassador of the Air-tel? Yes No 32 18 35 30 no. of person 25 20 15 10 5 0 Yes No Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 38 are saying that they know about the brand ambassador of Airtel and only 18 are not know about the brand ambassador of Airtel. Suggestion I would like to suggest to the company that they can show the brand ambassador of company is in maximum time in their advertisement because maximum people can aware about that. 5 Do you get all information through advertisement of Air-tel? Yes No 24 26 26. 5 26 25. 5 25 24. 5 24 23. 5 23 Yes No No. of Person Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 24 are saying that they get all information through Airtel and 26 are say that they are not getting all information through advertisement of Airtel. Suggestion I would like to suggest to the company that they can show the maximum information in their advertisement. 46
Give your opinion about an attractiveness of air-tel advertisement? Excellent Best Good Average 10 15 18 7 Excellent Best Good Average Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 10 are saying that the attractiveness is Excellent,15 are saying that best,18 are saying Good, and 7 are saying Average. Suggestion I would like to suggest to the company that they have increase their attractiveness in their advertisement because give maximum information. 47
Every time company should change their advertisement? Yes No 40 10 50 No. of people 40 30 20 10 0 Yes No Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 40 are saying that company can change their advertisement frequently, and only 10 are say they are not change their advertisement. Suggestion I would not like to suggest to the company because company can change advertisement frequently. 48 In your opinion to gat maximum sale in Air-tel which policy of advertisement should company follow?
Introduce new advertisement Change in advertisement Calibrate change Continue with the same 19 16 10 5 Introduce new advertisement Change in advertisement Calibrate change Continue with the same Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 40 are saying that company can change their advertisement frequently, and only 10 are saying that they are not changing their advertisement. Suggestion I would not like to suggest to the company because company can change advertisement frequently. 9 In your opinion through which media company can get maximum Newspaper Hording Television Retailer shop Other sources 15 8 10 22 5 reward? 25 No of person 20 15 10 5 0 r H or di ng Te le vi si R on et ai le rs ho O th p er so ur ce s N ew sp ap e Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have went through, all of them are watching the advertisement of Airtel and 50 out of them 15 are saying that company can get maximum reward throw newapaper,8 are saying throw hording,10 are saying throw Telivision,22 are saying throw Retailer shop. Suggestion 50
I would not like to suggestion to company that people can maximum reward throw the retailer shop so they can give their advertisement in there retailers. Airtel Vodaphone TATA Reliance Idea 13 13 6 8 10 Which company’s advertisement you most like? 14 12 10 8 6 4 2 0 e el e TA TA ho n nc Ai rt R el ia ap Id e a No. of person Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have went through, all of them are watching the advertisement of Airtel and 50 out of them 13 are saying that they have like a airtle’s advertisement,13 are saying vodaphone,6 saying TATA,8 saying Reliance, 10 saying Idea.
Vo d 51 Suggestion I would not like to suggestion to company that they have give more and more advertisement in compare to other company. And get maximum selling in market. FUTURE PLANS FUTURE PLANS As we know that each and every company want to achieve high position in this competitive market. One must decide about future because it is uncertain. 52 So format a future goal and go ahead. Here following are the main future plans of Airtel. ? To increase the market share ? To share maximum market in advertisement ? To provide maximum numbers of satisfied services to their retailers ?
Secondly their long term plan is to be consistent in the policy adopted by them for the purpose of outright excellence in their field. Thus Airtel has no plans in particular except to lead the market in the crucial times of Cellular wars, and out rightly exceed the usage of land lines by wireless cellular telephones and maintain their standard of quality coverage. 53 SWOT ANALYSIS 54 SWOT ANALYSIS S W Strength Weaknesses High market share brand image To attract all class of customer Good service will increase the no. of users Emerging Competition like Reliance, TATA, BSNL, VODAFONE, etc. O Opportunities
T Threats 55 CONCLUSION 56 CONCLUSION Airtel has good reputation in the market. Objective of survey is to know the advertisement effectiveness. I have already discussed the objects in the survey. The organization has good reputation in the market; however, it requires some efforts to maintain the reputation for the betterment of its future. However, now they are taking reasonable steps to improve its brand name and sales target. Lastly, I can say that Airtel has bright future for the coming years. And I hope this project report will help them taking right decision and fulfill their customer demands.
Again, I am thanking to all who directly or indirectly helped me. Wishing Airtel, the best success ………………… 57 SUGGESTIONS 58 SUGGESTIONS After making a survey in Rajkot on Airtel, I have come to some conclusive suggestions, which are necessary for the company. From my point of view to maintain and improve the market share of Airtel, my main points or suggestions are: ? The company can also takes advantage of reduced taxes and other incentives granted by certain states in India for locating manufacturing facilities in such states and economic zone. ? Most of the retailers of Rajkot don’t know about the services provided by Airtel.
So company should concentrate on this point and advertise so they attract customers. ? Now a day advertisement is very important role in selling so they can increase their advertisement in all different sectors. So these are my suggestion to Airtel for his better future….. 59 BIBLIOGRAPHY 60 BIBLIOGRAPHY 1. Marketing Management – By PHILIP KOTLER 2. Market Research – By LUCK RUBIN 3. Web site – www. airtel. in 61 MARKETING RESEARCH REPORT ON Advertising Effectiveness of Air-tel Q1Name: _________________________________________ Q2 Age: ____________________________________ Q3 Gender: Male Female
Q4 Occupation: _____________________________ Q5 Contact no: _____________________________ Q6 are you like to see advertisement? (a) Yes (b) No Q7 Have you seen the advertisement of Air-tel? (a) Yes (b) No Q8 if yes, then through which media you came know about it? (A) (B) (C) (D) (E) Newspaper Hording Television Retail shop Other sources Q9 In advertisements which factor are very attractive? (Rank them) Theam Message Color combination Other factors Brand ambassador Q10 Do you know about the brand ambassador of the Air-tel? 62 (a) Yes (b) No
Q11 Do you get all information through advertisement of Air-tel? (a) Yes (b) No Q12 Give your opinion about an attractiveness of air-tel advertisement? Excellent Best Good Average Q13 Every time company should change their advertisement? (a) Yes (b) No Q14 In your opinion to gat maximum sale in Air-tel which policy of advertisement should company follow? (A) Introduce new advertisement (B)Change in advertisement (C) Celebrity change (D) Continue with the same Q15 In your opinion through which media company can get maximum reward? Newspaper Television Hording Others
Q16 which company’s advertisement you most like? Why? (A) Air-tel ____________________________________ (B)Vodafone _________________________________ (C)TATA _____________________________________ (D)Reliance _________________________________ (E)Idea ______________________________________ Q17 any, suggestion, if would you like to say for Air-tel? 63 ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ THANK YOU…… 64