SUMMER INTERNSHIP

PROJECT REPORT

ON

“ANALYSIS AND IDENTIFICATION OF SMALL MEDIUM BUSINESS (SMB)

CUSTOMERS WITH AIRTEL”

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

POST GRADUTION DIPLOMA IN MANGEMENT

Of

GREAT ER NOIDA INSITIUTE OF MANAGEMENT, U.P

UNDER THE GUIDANCE OF :

(Sr. MANAGER , SALES , AIRTEL)

SUBMITTED BY :

(BATCH 2009-2011) AMIT KUMAR PANDEY

GNIM

GREATER NOIDA

Page | 1
 “ANALYSISAND
“ANALYSIS ANDIDENTIFICATION
IDENTIFICATIONOF
OFSMALL
SMALLMEDIUM
MEDIUMBUSINESS
BUSINESS(SMB)
(SMB)
CUSTOMERS
CUSTOMERSWITH
WITHAIRTEL”
AIRTEL”

BY
BY
PRABHMEET SINGH

DATE ………………. STUDENT’S SIGNATURE

COURSE : P.G.D.M

YEAR : 2009-2011

…………………………

(Sr. MANAGER-ABS ,AIRTEL)

…………………………….

(Mr. Girish Kr. Gupta)

MASTER SUMMER INTERNSHIP PROJECT SUBMITTED IN PARTIAL FULFILLMENT

OF THE REQUIREMENT FOR

POST GRADUTION DIPLOMA IN MANGEMENT

GREAT ER NOIDA INSITIUTE OF MANAGEMENT,

GREATER NOIDA

(2NDJUNE 2010 TO 20TH JULY 2010)

Page | 2
 ACKNOWLEDGEMENT

Some works are so typical that are impossible for a person to complete it
alone. Summer Internship Project is one of them. I would not be able to
complete my work without the help of my respected Company Guide,
Faculty Guide, my college and workplace colleagues and my family
members. So it is my obligation to thank all of them.

I have had the honour of having been associated & working

under the able & stimulating guidance of Mr. Nitish dipankar Senior
sales manager Bharti cellular limited, B-38/C, sector-47 NOIDA-201301.
Mr. Girish Gupta, senior faculty, Grater Noida Institute of Management,
Gr. Noida. The Project work was undertaken under their keen
supervision and the Project has been prepared by me. I express sincere
feeling of gratitude and respect for their inspiring help throughout the
work. Without their esteemed and valuable help and guidance it would
not have been possible for me to accomplish my job. I am gratefully
indebted to them.

And finally I would like to offer my heartiest prayer to the

Goddes Gayatree, who has given me mental and spiritual strength to
complete this project work.

Name of Trainee

Signature

Page | 3
 CONTENTS

[Link]. TOPIC Page No.

1. Executive Summary 6
2. Company Analysis 7
 About Airtel 8
 Vision & Promise 11
 Services Offered 12
 Organizational Structure 14
 Strategies 16
 Strength 19
3. Literature Survey 22
4. Context
 Introduction to sales management 29
 Objectives of sales management 31
 Sales force strategy 32
 Principles of sales 34
 Activities sales do 35
5. Research Objective
 Research Methodology 41
 Sample Size 46
 Procedure 47
 Importance of data 50
 Role of sales personnel during research 51
 Disguised medium for research
 Questionnaire 51
 Sample Surveys 52
 Swot analysis based on research 53

6. Competitor Analysis 54
 Technical comparison 57
 Service Provider comparison 58

Page | 4
[Link]. TOPIC Page No.

 Analysis 61
7. Conclusion & Feedback 69
8. Suggestions 70
9. Thanks Note 71
10. Bibliography 72

Page | 5
 EXECUTIVE SUMMARY

PROJECT TITLE :

“ANALYSIS AND IDENTIFICATION OF SMALL MEDIUM BUSINESS (SMB)

CUSTOMERS WITH AIRTEL”

ORGANIZATION : BHARTI AIRTEL LIMITED

There is high degree of competition in the Broadband & Telephone services. The intense
competition makes the companies to take necessary steps. The companies have to introduce
newer marketing strategies to attract the new corporate customers ,as well as retain the old
customers. This survey will help to know the market share of Bharti Airtel Broadband &
Telephone services in the SMB (Small Medium Business) corporate sector in Delhi region. And
also help in the identification of projected requirement in 6 months.

The effect of various marketing strategies can be reviewed. This will help in
designing suitable marketing strategy to reach more & more customers.

A business function is concerned with the formation of long-term objectives and

the development of plans to achieve them. Growth & Profit are the objective of any business
organization. Growth is only possible when the product is successful in market. An organization
should have well set and well-equipped strategy for this purpose. Market research studies help in
this matter a lot. Marketers get involved in the marketing research; this thinking is the paradigm ,
a scale to creating a customer.

Customer involvement in a product is an important variable influencing the pre

purchase of consumer behavior. Its understanding is helpful in making marketing decisions and
formulating the strategies. In decisions relating to segmentation and positioning, communication
planning, specially strategic advertising decisions relating to the type of media, degree of
reputation, quantity of information’s, length of the messages knowledge of level of consumer
involvement in the product categories has been reported to be the utility to marketing
professionals.

Page | 6
COMPANY PROFILE

Page | 7
COMPANY ANALYSIS

About Bharti Airtel

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has
a diverse business portfolio and has created global brands in the telecommunication sector.
Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-
Mart for the cash & carry business. It has successfully launched an international venture with EL
Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and
has launched Bharti AXA Life Insurance Company Ltd under a joint venture with AXA, world
leader in financial protection and wealth management.

Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private
telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology and has steered the course of the telecom sector
in the country with its world class products and services. The businesses at Bharti Airtel have
been structured into three individual strategic business units (SBU’s) - Mobile Services, Airtel
Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed
wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia
Services business offers broadband & telephone services in 94 cities. The Enterprise services
provide end-to-end telecom solutions to corporate customers and national & international long
distance services to carriers. All these services are provided under the Airtel brand.

Bharti Group

 Turnover : Rs 6000 Crore

 Employees : 8000 +
 Market Capitalization Rs. 673 billion Approx.
 Mobility Voice & Data Services across all India footprint covering all 23 telecom
circles of the country.
 National Long Distance : Fiber Optic Backbone across India.

Page | 8
  Fixed-line Telephony across 5 states in Phase I
 International Bandwidth Connectivity
- 7 Ku Band Satellite Earth Stations
- I2i Undersea Fiber from Singapore to Chennai

COMPANY PROFILE

Bharti Airtel is one of India's leading private sector providers of telecommunications services
based on an aggregate of 64,268,047 customers as on March 31, 2008, consisting of 61,984,721
GSM mobile and 2,283,326 Bharti Telemedia subscribers.

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 - carriers (long distance services) and services to corporates. All these services are
provided under the Airtel brand.
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

Page | 9
Nortel for call center technology requirements. The call center operations for the mobile services
have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.

Company Background
Bharti Airtel Limited, a part of Bharti Enterprises, is India’s leading provider of
telecommunications services. The businesses at Bharti Airtel have been structured into three
individual strategic business units (SBU’s) – mobile services, broadband & telephone services
(B&T) & enterprise services. The mobile services group provides GSM mobile services across
India in 23 telecom circles, while the B&T business group provides broadband & telephone
services in 94 cities. The Enterprise services group has two sub-units – carriers (long distance
services) and services to corporate. All these services are provided under the Airtel brand.

Sunil Bharti Mittal or SBM as he is called has at the age of 43 created a Telecom
Giant in India. It has risen from humble beginnings in 1970’s as bicycle parts manufacturer,
knitwear and stainless steel utensils in Ludhiana, Punjab state. Together with other foreign
companies he has raised $ 1.5 billion of which $ 800 million is still in the bank.

Bharti happens to be India’s premier telecom company in the field of telecom terminals
and technology tie ups with world leaders like “ Siemens, Goldstar, Tatacom and Casio. It
is the first company in India to export telephones to U.S.A and has finalized plans to
manufacture GSM terminals in India.

Bharti Enterprises controls about 20% of the Total Telecom market in India. As he puts it, it was
a mixture of vision, good luck and hard work by a team of about 10 – 12 senior people. The early
beginnings in 1985 were in manufacturing telephone handsets. They did not have the expertise to
do telephone exchanges, jelly- filled cables had become a commodity and their capital
investment was high.

Bharti tele- Ventures Limited was incorporated on July 7, 1995 for promoting investments in
telecommunications services. Its subsidiaries operate telecom services across India. Bharti Tele-

Page | 10
Ventures is India’s leading private sector provider of telecommunications services based on a
strong customer base consisting of approximately 11.50 million total customers which constitute,
approximately 10.66 million mobile and approximately 836,000 fixed line customers, as of
January 31, 2005.

Milestones
Telecom Services

 Largest Private Telecom Service Provider in India- more than 150,00,000 subscribers.
 AIRTEL – Biggest footprint in India covering 23 states and largest GSM network with
over 140,00,000 users in India.
 First & Largest Pvt. Company to launch Fixed line Service in 15 states in India starting
Madhya Pradesh – Over 20,00,000 subs.
 First & only Indian company to operate Telecom Services outside India – Seychelles.
 First Private company to have Fiber Gateway for Data & Voice at Chennai & 7 Ku Band
Gateway for Internet bandwidth.

Page | 11
Our Network

Transport System

 Optical Fiber Cable (OFC) used for network for higher Performance & Reliability
 Synchronous Digital Hierarchy (SDH)(Nortel) for transport over the OFC Network
 Ring Topology for Full redundancy
 State of the art Network Management System(Nortel) for SDH equipment

Vision & Promise

By 2010 Airtel will be the most admired brand in India:

 Loved by more customers

 Targeted by top talent

 Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of our customers and
how we want them to feel. We deliver what we promise and go out of our way to delight the

customer with a little bit more

Page | 12
SERVICES OFFERED

BHARTI TELEVENTURES

Mobility Leaders Infotel Leaders

National Long Distance

Fixed Line Telephony

Internet

VSAT

International Long Distance

FOR US

Various Services Provided by Airtel are :

 MOBILE
Experience total cost control, no rentals and easy billing with our postpaid and prepaid
services. Explore the world with our roaming services and get absolutely cool offers with
airtel live.

 HOME PHONES
Airtel welcomes you to the world of telephony services for your home experience a
world-class service and cutting edge technology with Airtel landline and our feature rich

Page | 13
 Wireless fixed line. What’s more, calling is made more fun & convenient with services
and entertainment on Airtel.

 BROADBAND INTERNET
Airtel Broadband Services, India’s most preferred high-speed Internet service, redefines
your Internet experience. It is fast, fun, convenient and cost effective.

 BLACKBERRY
Blackberry from Airtel is and always connected wireless solution providing easy and
secure access to your email and data.

 EMAIL ON THE GO
Want to access information on your mobile? Airtel brings you Email on the go. You can
choose from Blackberry and Windows Mobile 5.0 depending upon the usage patterns,
requirement and suitability.

 CALLING CARDS
Our calling card services connect you to the world from India and allow a better way to
call back India.

 WIRELESS INTERNET
With Airtel’s Wireless Internet, you have the freedom to access the Internet anytime,
anywhere across India. It enables Internet, Email, and Office applications with real-time
secure VPN access to corporate applications whilst on the move.

FOR BUSINESS PURPOSE

 MOBILE
We offer you mobile solutions targeted for your business needs. We create price plans
that work for your business along with a range of features.

 VOICE
Our voice services give you the right tools, to suit the needs of small, medium and large
enterprises and to stay ahead.

Page | 14
 PRA for COMPANY NAME/Group
1) PRI (PRIMARY RATE INTERFACE)
2) 30 Channels of 64 kbps on 2 pair of wires.

 OFFICE SOLUTION
Manage your business more efficiently and effectively, with Airtel’s Office Solutions,
Easy Mail and Data Card.

 DATA & INTERNET

We bring you a comprehensive suite of data technologies for all your strategic
connectivity needs.
1) Analog Phone Line
2) ISDN BRI
3) ISDN PRI DID/DOD Service
4) Host of Value Add Services
5) Voice Mail Service
6) CENTREX Facility

 E-BUSINESS SERVICES
We offer you a range of services that help to keep your business running 24x7.

 SATELLITE SERVICES
We provide you connectivity, where ever you take your business. Our Satellite Services
bring you the benefits of access in remote locations.

 CARRIER SERVICES
India’s first private long distance communications service provider with world-class
Voice and Data communication services.

 INTERNATIONAL SERVICES
Get the communication solutions, your business needs, to stay connected worldwide with
our International Services.

Page | 15
Organizational Structure Of Bharti Enterprise

Page | 16
Organizational Structure Of Bharti Airtel Enterprise

Page | 17
STRATEGIES …
Segments

 Corporate Segment are accounts with Revenue Potential of Rs. 50K + per month
- Directly handled by company employees
- Team located at Okhla / Gurgaon / Noida Office
 SME
- Unlisted Companies in revenue band 10-50K bands.
- Separate team focusing on same
 Commercial
- Shops / Small Offices etc.
 Residential
- Low ARPU , high Volume residential customers
 STD PCOs
- Separate team focusing on same
 SME / COMMERCIAL / RESIDENTIAL / PCO team operate from Hubs and are
directly handled by outsource employees (ISO) who report to company employees (of
respective segment) at the HUBs

Corporate Strategy

 In a high decibel competitive environment, the short-term focus is to retain and

subsequently maximize revenue share based on relationship building.
 The Group Synergies of Mobility, Broadband and Long Distance are to be further
strengthened and leveraged.
 Non Voice Products such as Audio Bridging and DSL would keep increasing there pie in
the Revenue Rupee.

PCO Strategy

 PCOs Segmentation is 5 Pronged :

- Wired Line PCOs
Page | 18
 - Public Exchanges through third party in high CAPEX,
congested and high Revenue unwired areas
- Calling Card Business (VCC)
- Coin Collection Boxes
- PCO C & M agents

SME Strategy
 Each ISO handling 125 Accounts. ISO reporting to AM-SME
 Concentrated effort on 10-50K identified list.
 High End DSL and total Telecom Solutions packaged to garner 60% + Revenue Share in
first 6 months.
 Identification of Trade Associations for Acquistion
 Group pulsing, Centrex, MBP and ISD offerings as key differentiators
 Break-Ins and Brand Loyalty to be leveraged for acquisition

RWA Strategy
 Comprehensive data of RWAs with office bearers, Influential Persons, no. of Airtel
Telephone customers, ARPU etc.
 Almost all RWAs contacted and Centrex activated for more than 100 RWAs
 Branding at the entrance gates with painting of Gates, provision of Security Guard cabins
 Relationship building with the RWA thru regular get-togethers, group meetings etc
 Aggressive Centrex Offer to break the entry barrier

Page | 19
STRENGTHS…
THEIR STRENGTH :

Assets that they have

 Their network
 Their customer base
 Their people

Their Future :

Leading edge where the world is going

 Broadband
 SME and Homes

Their Business Focus :

Operational Excellence

 Reducing churn
 Tightening costs
 Utilizing capacity

Their Culture :

Defining Moments

 Cut hierarchy to where knowledge resides

 Act transparently and courageously
 Applaud and celebrate wins

Their process focus :

Being best-in-class

 Process standardization & Automation

Page | 20
  Best practice application
 Speed and sense-of-urgency

Values & Beliefs :

 Responsible :-
They are responsible for
 Customers,
 Employers,
 Community,
 Shareholders and
 Other segments of society
 Ethical :-
They are committed to the highest standards of :-
 Ethics
 Integrity
 Honesty and
 Fairness in their approach

They have respect and concern for individuals :-

 Customer,
 Employees,
 Suppliers and
 Other members of society.

Page | 21
LITERATURE SURVEY

Page | 22
Page | 23
Today, Indian SMEs understand the critical transformational impact of technology on their
business, in an increasingly global setting.

In India, small and medium industries play a vital role in the growth of the economy. Small
industries have a 40% share in industrial output, producing over 8000 value-added products.
They contribute nearly 35% in direct export and 45% in the overall export from the country.
They are one of the biggest employment-providing sectors after agriculture, providing
employment to 28.28 million people.

However SMEs in India, which constitute more than 80% of total number of industrial
enterprises and form the backbone of industrial development, suffer from the problems of sub-
optimal scale of operation and technological obsolescence. Indian SMEs are facing a tough
competition from their global counterparts due to liberalization, change in manufacturing
strategies and turbulent and uncertain market scenario.

Innovation has always been the hallmark of small and medium enterprises. SMEs that integrate
innovation can reap significant benefits. Studies conducted by US Department of Commerce,
revealed that since World War II, 50% of all innovations and 95% of radical innovations, have
come from new and smaller firms {2}. The key process in the economic force of changes, as
described by Schumpeter, is the introduction of innovation and culture of innovation in the
enterprise. The innovation process is seen as a cycle involving trial and error, where problems, at
some stage of development lead to the need for reevaluation of the earlier stage of the innovation
process.
Economists think there’s a missing link in India’s economic evolution. The country leap-frogged
straight from being predominantly agriculture-based to a services-led economy. Somewhere in
between, the country missed out on industrial development, considered a crucial part of the
growth process.

But, if there is one part of Indian industry that has the promise to fill this gap, it’s the small and
medium scale sector. This end of the Indian industrial spectrum is following a rather interesting
evolutionary trajectory. There are clearly three stages in the growth path followed by the sector

Page | 24
in the post-independence history of Indian industry.

The first stage is when most small units were tied to the apron strings of large manufacturers and
were essentially suppliers of either raw materials or intermediate products, or were providers of
other essential finishing products, such as packaging material.

In addition, there were also some which actually produced most of the products of behalf of the
large companies. The big ones would then, after carrying out some desultory quality checks,
stamp their name on the product and sell it as their own. This practice was popular among
FMCG and durables companies.

Information technology has played a big role in the growth of the services sector, as well as in
improving the sector’s contribution to GDP. But, fundamentally, a large part of that really flows
from a buyer-vendor relationship. Most of India’s leading IT players are actually suppliers of
software, data and voice services to large companies based in USA or Europe.

But, as the bug of entrepreneurship bit deeper into the Indian psyche, a new breed of small units
started taking hold. These were small-to-medium units with new technology, new management
practices and new enterprise-wide systems. They saw the world as their market, not restricted by
any state or national boundaries, or being tied down to one large buyer.

They realised the necessity of building new brands and invested money in them, scaling up size
and manpower gradually. Many of these companies also made either greenfield investments or
small acquisitions overseas.

Some of them have today become preferred suppliers to a large number of Fortune 500
companies, and are transiting from their small-medium status to the big boys’ club. The quest to
find the missing link from the Indian industrial continuum probably ends here.

Page | 25
TELECOM SECTOR IN INDIA

The Indian telecom market has been displaying sustained high growth rates. Riding on
expectations of overall high economic growth and consequent rising income levels, it offers an
unprecedented opportunity for foreign investment. A combination of factors is driving growth in
the telecom market, promising rich returns on investments.

India is the fourth largest telecom market in Asia after China, Japan and South Korea. The Indian
telecom network is the eighth largest in the world and the second largest among emerging
economies. The industry has witnessed an explosive growth in recent years. Teledensity has
more than doubled from 2.3 per cent in 1999 to 4.8 per cent in 2002. However, the world average
is almost 7.5 times and the Asian average 4.5 times the Indian average. The Indian telecom
market size of over US $ 8 billion is expected to increase three fold by 2012. The expansion of
the telecom industry in India has been fuelled by a massive growth in mobile phone users, which
has reached a level of 10 million users in December 2002, an increase of nearly 100 per cent in
2002. This exponential growth of mobile telephony can be attributed to the introduction of
digital cellular technology and decrease in tariffs due to competitive pressures. For the first time
in India, the growth of cellular subscriber base has exceeded the fixed line subscriber base.
However, cellular penetration is still 1 per cent as compared to world average of around 16 per
cent.

MACRO ECONOMIC IMPETUS

Over the past 10 years, India has registered the fastest growth among major democracies, having
grown at over 7 per cent in four years during the 1990s. It represents the fourth largest economy
in terms of “Purchasing Power Parity”. According to a recent Goldman Sachs report, over the
next fifty years, Brazil, Russia, India and China - the BRIC economies- could become a much
larger force in the world economy. “India could emerge as the world’s third largest economy and
of these four countries; India has the potential to show the fastest growth over the next 30 to 50
years”. The report also states that, “Rising incomes may also see these economies move through
the ‘sweet spot’ of growth for different kinds of

Page | 26
products, as local spending patterns change. This could be an important determinant of demand
and pricing patterns for a range of commodities”. The share of the services sector as a percentage
of total

GDP is also predicted to rise from the current 46 per cent to about 60 per cent by 2020. The
boom in the services sector is slated to come from India, emerging as a chosen destination for
software and other IT enabled services, tourism etc. According to a Nasscom- McKinsey & Co.
Study, by 2008,

the Indian IT software and services sector will account for US$ 70-80 billion in revenues;
employ 4 million people, and account for 7 per cent of India’s GDP and 30 per cent of India’s
foreign exchange inflows.

DEMOGRAPHIC IMPETUS

Population projections from the Planning Commission of India suggest that the share of the
working age population (15-64 years) in total population will grow from the current 59 per cent
to about 65 per cent, translating into 882 million by year 2020. According to the Vision 2020
document of the Planning Commission of India, the country will witness continued urbanisation.
The urban population is expected to rise from 28 per cent to 40 per cent of total population by
2020. Future growth is likely to be concentrated in and around 60 to 70 large cities having a
population of one million or more. This profile of concentrated urban population will facilitate
customised telecom offerings from operators. Over the years, spending power has steadily
increased in India. Between 1995 and 2002, nearly 100 million people became part of the
consuming and rich classes. Over the next five years, 180 million people are expected to move
into the consuming and very rich classes. On an average, 30-40 million people are joining the
middle class every year, representing huge consumption spending in terms of the demand for
mobile phones, televisions, scooters, cars, credit goods and a consumption pattern associated
with rising incomes.

Page | 27
MARKET-SIZE, PLAYERS AND TRENDS

Today, India has the eighth largest telecom network in the world, which is growing at an overall
rate of over 20 per cent. As of May 2004, India had about 43 million fixed lines and 36 million
wireless subscribers contributing to the total tele-density of about 7 %.

According to Morgan Stanley, the total revenue from the Indian telecom market in financial year
2003 was estimated to be about US$ 9.2 billion. Presently, wireline service contribute about half
of the total service revenues. Over the next 5-8 years, however, their contribution is expected to
fall to about 30 per cent and wireless services are expected to contribute half the industry
revenue. Data revenue is expected to increase from 2 per cent to 8 per cent of total revenues.

3%
Wireline
12%
GSM

CDMA
18% 46%
Domestic Long
Distance

Iinternational
2% Long Distance
19%
Data

OPPORTUNITIES
Page | 28
India offers an unprecedented opportunity for telecom service operators, infrastructure vendors,
manufacturers and associated services companies. A host of factors are contributing to enlarged
opportunities for growth and investment in telecom:

 an expanding Indian economy with increased focus on the services sector

 population mix moving favorably towards a younger age profile
 urbanization with increasing incomes
Investors can look to capture the gains of the Indian telecom boom and diversify their operations
outside developed economies that are marked by saturated telecom markets and lower GDP
growth rates.

Till recently, the industry believed that while the hike in Foreign Direct Investment (FDI) limits
was necessary, it was not a sufficient condition for growth of the telecom sector. With most of
the regulatory uncertainty getting over, there is heightened interest in Indian telecom.

Further, at a time when global telecom majors are struggling to cope with their losses and the
rollout of 3G networks, which has been a non-starter for close to a year now; India, with its
telecom success story, represents an attractive and lucrative destination for investment.

CONTEXT
Page | 29
INTRODUCTION TO SALES MANAGEMENT
This will help you understand an overview of the Sales Environment, Organizational aspects,
how sales department is expected to function, the sales hierarchy, perception of sales as a
profession, demands on sales, etc.

The Learning Objectives

To understand the fundamentals of Sales Management.

To understand the key concepts of Sales Management.

GET GOING …

Introduction : A central characteristic of human know-how is that, unlike a genie, once it has
been let out of the bottle, it can’t be put back in. Firms raise the ante by introduction new and
better ways to do things, only to find that this competitive advantage lasts just as long as it takes
their rival to figure out how to do things better, cheaper or faster and so the cycle continues.

Your customers and prospects are playing competitive leapfrog, facing an

endless cycle of escalating expectations, in which winning an advantage today earns them only
an entry to tomorrow’s even tougher game.

For example : the over-night delivery industry did not even exist 25 years ago. When Federal
Express promised to guarantee delivery of packages overnight, the market was skeptical at best.
Beginning with the first flight, which delivered only three packages, the industry rapidly took
off.

Competitors quickly joined the contest. Soon it was not good enough just to get
the package there overnight with almost perfect success : the package delivery company also had
to be able to instantly tell the consumer exactly where the package was when asked.

Page | 30
 The next step was order fulfillment. The company not only delivers, but even assembles
consumer’s products for them. As of this writing, FedEx now supplies software that allows its
customers to track Packages themselves.

The Federal Express experience points out that competitive advantage is ephemeral:
today’s dazzling new capabilities are tomorrow’s price of admission to the competition. The bar
is always raised for your customer’s initial delight, as the new level of value quickly becomes
“What have you done for me lately?”

Technology has also significantly lowered barriers to entry, expanding the pool of likely
competitors. As computer power grows ever cheaper and more accessible, “high Tech” is an
almost superfluous term: the technology is available to any one.

Information technology is transforming marketing from mass phenomenon to

“mass customization”. The phrase, which might have been an oxymoron a few years ago, simply
means that Information Technology gives the firm flexibility to quickly adapt their product to fit
individual customer needs and their customers come to expect it.

SALES MANAGEMENT : PERCEPTION OF THE PROFESSION

 Easy and quick way to make money

 Selling is all about communication skills
 Serves as a good “stop gap” arrangement
 Gives an opportunity to plan and decide market strategy and product planning
 Opportunity to take jaunts around the country
 To make large circle of acquaintances
 Availability of spare time between calls
 Opportunity to dress and live in style.

Page | 31
WHAT IS SALES MANAGEMENT ?

DEFINITION : The meaning of “Sales Management” has changed gradually over the years.
The Definitions Committee of the American Marketing Association has agreed that Sales
Management means

“The planning, direction and control of personal selling, including recruiting, selecting,
equipping, assigning, routing, supervising, paying and motivating as these tasks apply to
the personal sales force”.

Objectives of Sales Management

Sales Management is a key function in many kinds of business enterprises. From the company
viewpoint there are three general and underlying objectives of Sales Management:

 Achieving sufficient Sales Volume

 Providing ample Contribution to profits
 Experiencing continuing growth

Sales Force Objectives:

Companies must define the specific objective they expect their sales force to achieve. It depends
on the company’s target market and desired position in the target market. Normally at any level
in the field ,people would like to put in effort, and it is an important management function to give
direction to these efforts. For proper directions, objectives need to be set initially.

Regardless of the selling context, sales people will have one or more of the following special
tasks to perform:

1. Prospecting: Searching the Prospects, or Leads. This is most important, as Cost of

selecting a wrong customer can be enormous.
2. Targeting: Deciding how to allocate their time among prospects and customers.
Customer’s needs to be targeted based on the product mix.

Page | 32
 3. Communicating: Communicating information about the company’s products and
services and making customers aware about the benefits of buying company’s products,
and developing long term relationship with the customers.
4. Selling: Approaching, presenting, handling objections, and closing sales. It is not just
selling; it is converting an ordinary customer into a loyal customer.
5. Servicing: Providing various services to the customers- consulting on problems,
rendering technical assistance, and arranging financing, expenditure and deliver. Today
everything being equal, service is what can differentiate your product from the
competitors.
6. Information gathering: Conducting marketing research and doing intelligence work.
With reference to customer, consumer and competition, information is the key to success.
7. Allocating: Deciding which customer will get scarce products during product shortages.
Corporate loyal customers should be given preference when it comes to allocation. Also
it is important to categorize the customers based on their contribution to the company’s
sales.

Sales Force Strategy :

Companies must deploy resources strategically so that they call on the right customer with the
right resource and in the right way.

One Representative to one Customer. E.g.: Pharmaceutical selling.

One Representative too many customers. E.g.: Industrial selling.

Sales Representatives work with the customers in several ways:

1. Sales Representative to buyer: A sales representative discusses issues with the prospect
or customer in person or over the phone.
2. Sales Representative to buyer group: A sales representative gets to know as many
members of the buyer group as possible.

Page | 33
 3. A sales team to buyers group: A company’s sales team works closely with the members
of the customers buying group.
4. Conference Selling: A sales representative brings the company’s resource people
together to discuss a major problem or opportunity.
5. Seminar Selling: The Company’s team conducts an educational seminar for the
customer company about the state-of-the-art developments.

SALES MANAGEMENT: THE BASIC CONCEPTS

Customer list: It is not possible to call on all the customers around the world. Based on the sales
force structure, a defined list of customers who can be called on at regular intervals is prepared.
This is the customer list. Penetration: Number of customers, and frequency with which the
customer is called on, is penetration.

Campaign: Preset promotional activities, structured to a set of customers in a defined period

within the policies of the company to reach a particular goal are known as a campaign.

Working day: It is a day on which the activity norms are to be filled. Difference between a
calendar day and a working day is that calendar days are continuo’s and working days can be
discontinuous.

Call: An interaction between a sales person and a customer is referred to as a call. Hot call is a
call is a call where there is no promise to buy.

Monitoring: It is a communication skill necessary for the sales personnel to gather information
about the customer, and the environment from a variety of sources.

Detailing: It is a communication skill required to present the company products to the customer.
A sales rep is expected to be a good detailer.

C&F A: A carrying and forwarding agent is an agent working in the distribution channel, on the
behalf of the company.

Page | 34
Stockiest: A stockiest is a distributor, wholesaler or an authorized wholesale dealer who delivers
the goods purchased from the company(C&F A) to the retailers.

Retailer: A retailer is an intermediary in the distribution channel who sells goods to the
customers.

Collection: The sale is not complete unless payment is received against it. A credit sale is not a
complete sale.

Principles of sales:

Principles.

You have nothing to sell if there is no one to buy.

Relationship comes first, task second.

Service is the goal, discovery is the outcome, and sale may be the solution.

People buy when they satisfy their own needs.

What selling demands from the present scenario ?

1) Great perseverance and inner strength.

2) Continuous learning.
3) Meeting deadlines.
4) Assertive attitude.
5) Ability to manage high pressures.
6) Physical stamina for extensive travel.
7) Knowledge of different languages depending on the markets served.
8) Knowledge of competitors, company and customers.
9) Ability to adjust to the changing times

Page | 35
SALES HABITS OF HIGHLY SUCCESSFUL SALES PEOPLE

 Communicating the message that it is sound business to trust you.

 Asking the right question
 Taking the lead
 Engaging the prospect
 Finding key requirements
 Converting the leads that “fall into your lap”
 Knowing how to make your product or service fit somewhere else
 Pretending you are a consultant (because you are)
 Asking for the next appointment while you are on the first visit
 Reading industry publications (yours and your clients)
 Supporting your visit the next day
 Giving speeches to business and civic groups
 Passing along opportunity when appropriate
 Taking responsibility for presentations that go haywire
 Being honest with yourself about the nature of the firm you work for
 Telling everyone you meet who you work for and what you sell
 Keeping your sense of humor
 Taking notes
 Creating a plan with each new prospect
 Asking for referrals
 Showing enthusiasm
 Giving yourself appropriate credit
 Telling the truth (it’s easier to remember)

Page | 36
Activities Sales Do

 Revenue focus through increased penetration & higher plan sell.

 Voice acquisition
 DSL acquisition
 Sales Coordination
 Coordination for TAG Roll Out, Augmentation and TAG Diversion
 Non-Financial and Market Intelligence Reports
 Sell VAS
 Market promotions
 RWA tie ups
 To avoid FBD (first bill default)
 To control Sales complaints
 To control Churn
 To reduce zero pulsing del
 Strong customer focus through well groomed and certified ISO
 Sales Training
 Welcome calls/ Introduction farming

Planning : Planning is looking ahead on the basis of the present and the immediate past. The
plan of action is the result envisaged the line of action to be pursued, the stages to be gone
through and the methods to be employed. Planning includes the objectives and scope of the
business.

In large businesses, we usually have an annual plan. In conformity with this one, monthly,
weekly, daily plans also simultaneously operate. These ‘forecasts’ all merge into a single plan

Page | 37
operating as a guide for the whole concern. The plan should be one and continuous and flexible
and as exact as possible.

Control : The next important task of the manager is control. Control watches that the program
and standards are adhered to, whilst planning lays down the program. It operates on all fields of
management including sales. Control operates on everything

- Things, People and Actions.

For control to be effective, it must be done within reasonable time and must be followed by
rewards / punishment.

ASSERTIVENESS :

If the sale has to be continuous, one must master the skills use them and sharpen them. The
approach used on assertiveness here is by and large commonsense approach like what the skill is,
its benefits, process etc.

Negotiation is once again linked with the professional aspects of sales management covering
styles, process and characteristics of effective negotiation.

Assertiveness Basic Skills :

 Be Specific
 Be Honest
 Be Straightforward
 Appropriate body language, which confirms the verbal message
 Be prepared to withdraw & to re-group
 Buy time
 Criticize the task not the person
 Be prepared to listen
 Be prepared to negotiate if appropriate
 Learn to agree to disagree

Page | 38
  Play the broken record when needed
 Deflect criticism

 Acknowledge own mistakes

 Be well prepared

NEGOTIATION:

“A process for arriving at an exchange of value that satisfies the interests of all parties involved”.

This definition may not be exactly what you perceive to be negotiation. Many people believe that
there is a winner and a loser in negotiation, but this is not always true. In a successful negotiation
between two people it is possible for both parties to end up with very satisfying results. It is
important to note that negotiation is not only about outsmarting your opponent, but is about
reaching a reasonable agreement.

Process of negotiation :
CREATING THE CLIMATE: This means that, ”the negotiation process begins long before
two or more people actually sit down across from each other at the bargaining table & the key to
the climate of negotiation lies in what happens within the opening moments”. At the beginning
of a negotiation, in as little time as seconds, a climate is created. From the opening minutes to the
very end of a negotiation a significant amount of non-verbal communication takes place.

PREPARATION : If you think preparation is a waste of time, think again ! When dealing with
negotiation, “there is no substitute for adequate preparation”. Certain situations may have time
constraints and depending on the negotiation the length of preparation differs.

PROPOSAL : It is a crucial part of negotiation process. Put forward something with as little
emotion as possible. Do not start speaking until you have something relevant to say. Pay close
attention to the proposal of the other party. Use humor when appropriate but do not try to be
cleaver.

Page | 39
CLOSE THE NEGOTIATION :

To successfully close offer the smallest concessions first you may not need to go any further.
Make steady eye contact to emphasize that each concession is a serious loss to you do not

concede ground unless you have something in return. Remind the party, of areas of agreement to
help break a dead lock confirms terms and record the deal make the final offer and encourage
closure.

Page | 40
RESEARCH OBJECTIVES

Page | 41
RESEARCH OBJECTIVE :
The first and the foremost step in any marketing research project is to define the objective i.e.,
the researcher should take into account the purpose of the study {main objective}, the relevant
information needed and how it will be used in decision making/ background information. Once
the problem has been identified and the researcher set the objective and, the research can be
designed and conducted properly.

The basic objective of the marketing survey was:

 To understand projected requirement in 6 months.

 To analyze total telecom spend by small medium enterprises.

 To analyze Airtel share within SMB segment.

For this purpose we have designed a questionnaire and had it filled by the method of direct
personal interview with corporate people. We have a sample size of 150, which we analyzed
and concluded by giving our suggestions to the players in the industry.

Page | 42
TYPES OF RESEARCH CONDUCTED

Page | 43
Types of Research Conducted

Exploratory research:

Exploratory research is to explore or search through a problem or situation to provide

insights and understanding. Exploratory research could be used for following purposes:

 A review of market research to identify the relevant factors that influence

customer.
 Interviews with industry experts to determine the preference and satisfaction level
among them.
 A comparative analysis of pros and cons of services provided by different service
providers to gain some idea of the factors that influence better performance.
 To determine the factors that customers consider important in selecting services.

Page | 44
RESEARCH METHODOLGY

Page | 45
RESEARCH METHODOLGY :
Tactical Information Systems are designed to support recurrent decision making situations
therefore the information requirements can be determined ahead of time. This allows for reports
to be produced regularly and in predetermined format(s).

Generally aimed at operating and control levels of the organization – this precludes they are
being prepared by top-level management.

 First we identify the Target population; it is the collection of elements or objects that posses
the information sought by the researcher and about which inferences are to be made.

 Now we look for the Sample frame; it is the representation of the target population. It
usually is a list of population members used to obtain a sample. We took a sample size (the
number of elements to be included in the study) of 150.

 Then we selected the Sampling techniques being used.

Selecting sampling techniques involves several decisions of a broader nature. The researcher
must decide whether to use non-probability sampling or probability sampling also whether to use
sampling with or without replacement.

METHOD USED :
Market research by collecting information, data, observations using disguised mediums from the
Marketing Executives.

SOURCES OF INFORMATION :

A. Primary – From Questionnaires during the market research.

B. Secondary – From Office documents, manuals and websites of the company.

Page | 46
SAMPLE SIZE :

As the survey of the entire population is not possible and feasible to conduct due to time and
cost constraint, we have taken a sample size of 150 which represents the entire population.

SAMPLING TECHNIQUE :

AREA SAMPLING

A common form of cluster sampling is area sampling, in which the clusters consists of
geographic areas, such as counties, blocks, etc. This technique was used because only the region
of South-Delhi was taken for the study.

PLACE OF STUDY :

Place of the study were all the major parts of South Delhi and Noida.

Areas Undertaken :

 Canught place
 Nehru place
 Aashram
 Greater Kailash – I , II
 East of kailash
 South Extension Part – I , II
 Safdarjung Enclave
 Patiyala house
 Tees hazari court
 Atta Market

Procedure of the study :

Page | 47
  A database of Small Medium Business (SMB) customers was given by the company
which included all the details i.e name, contact number and office address of the
concerned person.

1. During this process we looked for an appointment with the concerned person to
collect relevant information by questionnaire.

2. The data collected was analyzed & we approached the clients with our plans &
proposals.

 By knowing such information we can categories the company into the desired category
and target the company in the future.

Daily Call Report, Expense statement etc. On-line retrieval is achieved through
invoking programs, which incorporate the routines necessary to retrieve the data and the
predetermined formats for presenting it.

Analytical Tools Used :

 SPSS
 Microsoft Excel

How we identify the Corporate/Potential accounts ?

They are categorized on the basis of revenue, which they pay towards the monthly bill. So the
base line is that the accounts which are paying between Rs. 20,000 and above towards their
monthly bill on landline and broadband.

Accounts that can also have sister concern are taken composite i.e revenue produced by the
entire sister concern, and then only we can categories in to the CORPORATE ACCOUNTS.

Page | 48
Importance Of Data :
To be useful the various information systems must be integrated – the factor that best relates the
various systems is data.

A Tactical Information system is constructed around a common core of data collected because of
its potential use to the area that collects it and because this data is a resource for the entire
organization.

Data is often organized in a database – since the database receives inquiries from all over the
organization, it acts as a centre for the network of information flows. Not all data is maintained
in a database – some information is needed only within their own files. If other sections within
the organization require the data then it is wise to incorporate it into the corporate database(s).

Daily report : This is a very vital tool for any organization. As the sales people are mostly
in the market, it is very difficult to actually see them working. Thus daily report helps in
informing the company about the customers met by rep on that particular day and the business
transacted.

The daily report helps in assessing the number of customer met by the sales person on a
particular day. Normally each organization has a list of pre-identified customers for a particular
territory, be it a multinational company or a small company.

A daily report always contains the name of the sales rep or the employee code number, the date,
the market worked during the day, names of customers met or the code numbers of the
customers, the products for which met or the codes of the products , the orders taken during the
day.

ROLE OF SALES PERSONNEL DURING RESEARCH

Page | 49
 Sales representatives

Role

 To meet the sales objectives and targets.

 To call on customers as per the calls planned.
 To plan sales presentation
 To maintain and upgrade customer relationships
 Collection of overdue accounts as advised by credit department
 To maintain customer record card
 To process orders promptly
 Maintain weekly reports
 Submit weekly reports
 Exhibit honesty while dealing with the customers
 To abide by the company policy while making a call
 Prepare call objectives
 Study about client’s profile and prepare a note on it
 Insure that you know what are you going to talk about
 Explain Call presentations
 Develop selling skills
 Techniques to achieve objectives of the call
 Listen to what your client says
 Do post –call analysis
 To participate in the formulation of the policy

Don’ts

 Don’t cut short your representative

 Don’t interrupt
 Don’t brag


Page | 50
 Don’t project false picture
 Don’t hasten up
 Don’t neglect the client’s view
 Don’t contradict any statements
 Don’t behave in ruffled fashion

Page | 51
 QUESTIONNAIRE

1-On which facilities Airtel should focus to attract more and more Customers?

a)Much better sevices than others b)No requierment for betterment

c)Innovate new schems d)Don’t know

2-Should Airtel Continue providing service for the paid mobile sector to attract the customers?

a)YES b)No c)Don’t know d)None

3-How much share does Airtel have in the paid mobile sector?

a)50% b)2% c)56.2 d)none

4-In present senario which has the better Brodband service in the market?

a)Airtel b)MTNL c)Spectranet d)Hathway

5-Which type of facilities should be provided to the custoerms so they can use airtel broadband
services?

a)Provide better connectivty & speed b)Increase rate of surffing.

c)No need for inprovement c)None

6-How much customers satisfied with the Airtel different-different services?

a)10% b)2% c)88% d)none

7-Local, S.T.D calls percentage should be increases more than 70%?

a)No b)Can’t say c)Yes d)None

Page | 52
SAMPLE SURVEYS

Page | 53
SWOT Analysis on the basis of the research undertaken:

Strengths:

 It has got a popular and widely accepted brad in the name of Airtel.
 It has got a superior technology e.g. copper & optical fiber network, underground
Cabling, digital subscriber lines in the case of internet.
 Its value –added services are the major assets that it has.
 Airtel has got a very sound database of information’s etc.

Weaknesses:

 The sales people are not at all competitive and make wrong commitments.
 The billing system is not perfect and the customer care needs more focus & attention.
 Proper research work is not done before penetrating the other’s market.
 The customers are not aware of the value-added services.
 It has not covered the entire area in its own circle as yet etc.

Page | 54
Opportunities:

 Airtel Landline & broadband has got only one major competitor that too in government
sector in the Form of MTNL in Delhi and BSNL in other regions.
 There is no private player around doing the same business that of wired landline
telephony.
 It has got a subscriber base of only few lack and it has got the whole lot of market to
explore.
 India is fastly becoming a telecom hub and landline phones are still the basic
requirement of the customer’s etc.

Threats:

 It has not paid any dividends since its corporation and does not anticipate paying any
dividends for the foreseeable future.
 Competition from WLL technology may adversely impact the impact the company’s
revenues. Indian customer may be willing to subscribe to limited mobility using WLL to
take advantage of the lower call charges.
 Lower call rates of other telephone operators are a major threat.
 Increase of foreign direct investment in telephone industry may also become a threat, due
to arrival of new players.

Page | 55
COMPETITOR ANALYSIS

Page | 56
COMPERETIVE ANALYSIS

Operators – Fixed, CDMA and GSM

Page | 57
 8 Operators

6 Operators 6 Operators

GSM
FIXED LINE WLL / CDMA
 Bharti
 BSNL(State  BPL  BSNL
owned)  MTNL
 BSNL
 MTNL(State  Reliance
 Hutch
owned)  Shyam
 Idea
 Bharti (Touchtel) Telecom
 MTNL
 Tata Telecom  Tata
 Reliance
 HFCL Telecom
 Spice Telecom
 Shyam Telecom  HFCL

COMPARISON

Page | 58
OLD TECHNOLOGY

 Analog Environment
 Frequent breakdowns
 For each line one pair of copper is involved.
 For 100 lines, 100 Pairs of copper cable to be managed.

NEW TECHNOLOGY

 Digital Environment.
 Rugged System.
 For 30 Lines, 2 pair of copper cable is required.
 Call setup time negligible.
 Voice Clarity.
 Flexible Numbering Scheme.
 Direct Landing Number to each extension.

FIXED LINE SEGMENT

 A monopoly sector controlled by Government until 1996

 Today 6 service providers, 2 State Owned, rest private
 Subscriber base 43, 18 million (May 2004)
 Sector growth slowed since mobile tariffs fell
 Only 1, 83 million subscribers are added over last one year (May 2003-May 2004)
 Increased competition from CDMA Services.

 BHARTI BROADBAND AND TELEPHONE

Page | 59
Bandwidth provided : 64 kbps to 2 Mbps

Technology used : Internet via cable and DSL

Market segment targeted : SOHO and SME segments

Area of Operation : all over India

 DISHNET DSL

Providing broadband service since : January 2000

Bandwidth provided : 64 kbps to 2 Mbps

Technology used : ADSL (Asymmetric Digital Subscriber Line)

Market segment targeted : Residential and commercial (small, medium and large offices,
corporate)

Area of Operation : Ahmedabad, Ahmednagar, Akola, Bangalore, Baramati, Bhopal, Calicut,

Chennai, Coimbatore, Delhi, Erode, Faridabad, Ghaziabad, Goa, Gurgaon, Hubli, Hyderabad,
Indore, Juniper, Jalgaon, Kalyan, Kochi, Kolkata, Madurai, Mysore, Nasik, Nagpur, Navi
Mumbai.

 SATYAM INFOWAY

Providing broadband services since : January 2000

Bandwidth provided : 64 kbps to 25 Mbps

Technology used : Wireless broadband

Market segment targeted : Corporate

Page | 60
Area of Operation : Chennai, Delhi, Hyderabad, Mumbai and Pune

 SPECTRANET
Providing broadband services since : September 2000

Bandwidth provided : 64 kbps to 155 Mbps

Technology used : Internet through cable, DSL, IP VPN, leased-line access, with connectivity
options (DSL, pure fiber, coaxial, radio and Ethernet)

Market segment targeted : Corporate, SOHOs, SMEs, institutions and House holds

Area of Operation : NCR – South, South West, Central Delhi and Gurgaon. Being extended
towards North Delhi

 BSNL

Providing broadband and telephone

Bandwidth provided : 256 kbps to 512 Mbps, 2Mbps to 8 Mbps

Technology used : Internet through cable, DSL, IP VPN, leased-line access, with connectivity
options (DSL, pure fiber, coaxial, radio and Ethernet)

Market segment targeted : Corporate, SOHOs, SMEs, institutions and House holds, CIC and
Government Departments

Page | 61
ANALYSIS

Page | 62
ANALYSIS ON LANDLINE MARKET SHARE

45
40
35
30 Airtel
25 40.3 MTNL/BSNL
20 30.6 Reliance
15 Tata
17.6
10 11.5
5
0
% Using

This question shows that in present scenario BSNL/MTNL has the largest market share in the
SMB (Small Medium Business) sector. Analysis revealed that over 40.3% of companies are
using BSNL landlines. This analysis shows that Airtel should focus on the landline share by
providing better services and schemes to attract more and more customers.

Page | 63
ANALYSIS ON COMPANY PAID MOBILE

60

50
Airtel
40
Vodaphone
30 56.2
Reliance
Idea
20
Other
19.7
10 11.1 4.2
8.8
0
% Using

This question shows that in present scenario Airtel has the largest market share in the company
paid mobile sector. Airtel should continue providing better services and schemes to attain there
position in mobile sector.

Page | 64
ANALYSIS ON BROADBAND MARKET SHARE

35
30 34.5
Airtel
25 MTNL
20 12.322.6 Spectranet
30.6 Hathway
15 Hath
10 Specway
MTN...
5
AirteL
0 l
% Using

Analysis shows that 34.5% of SMB’s customers uses Hathway broadband services due to which
it has largest market shares.

Page | 65
Percentage Of Satisfied Customers Of Airtel In Corporate

10%
2%

Satisfied
Not Satisfied
Can't Say
88%

Analysis shows that 88% customers are satisfied with the services provided by Airtel where as
only 10% are unsatisfied.

Page | 66
Percentage Of Calling Pattern

80
70 Local
60 9.1 STD
50 20.1
70.8 ISD
40 ISD
30
20 STD
10
Local
0
% Using

This question shows that 70.8% local calls are done more than STD and ISD . So Airtel should
focus on providing better call values and schemes on local calls to attract more customers.

Page | 67
  BENEFITS OF AIRTEL INTERNET SERVICE

 High Speed Access

Get the advantage of the quickest and easiest access to the Internet. On the state of the art Airtel
network you can transfer data up to 155 Mbps.

 Service Level Guarantee

We guarantee service availability and network latency, or extend your service for free as per
Service Level Guarantee.

 Scalability

Free yourself from the constraints of limited bandwidth by choosing from our wide range of
access speeds (64 Kbps to 155 Mbps) to cater to your needs.

 24*7 Network Monitoring and Technical Support

Our 24*7 network monitoring ensures your network runs smoothly. A 24*7 technical support
team is dedicated to you round the clock to resolve any technical problems you may encounter
and ensures that service is delivered as per Airtel Service Level Guarantee.

 Integrated Solution Approach

Our Enterprise Services is an end-to-end communications solutions provider, giving customer

centric integrated service. We have the expertise and the experience in the field of providing
flawless Internet connectivity.

 Network

We have a completely managed IP network that builds a converged platform to run all enterprise
solutions. The entire backbone is built on trusted names like Cisco and Juniper to provide data
capacity in terabytes and high routing/switching speed. Muti tier network architecture is

Page | 68
designed to avoid single point of failure and offer highest network availability. Scalability in no
time is the highlighting point of our network.

All the Internet core routers in the ISP backbone are connected in a Star topology
and are using OSPF routing protocol. To communicate with external world, the EBGP-4 protocol
is used at the international gateway egress routers.

Page | 69
CONCLUSIONS & FEEDBACK

More than anything, Bharti is all about relationships. We value our customers
concern for quality, timely delivery & top-class support.

Bharti is first company of private sector, which got license for landline telephone service in
India. After many years of monopoly of BSNL first time in India any private started this service
in private sector so Bharti is enjoying this factor very well and also doing well in this area. Now
BSNL getting tough competition in this area and this is very good for customer that company is
giving better services in landline telephone. Bharti Airtel is providing lots of Value Added
Services.

Airtel is doing very good in this business and it looks it will do very good in this business.
As in our research we saw more than 90% of Airtel customers are satisfied with the services of
Airtel.

Observations and Findings:

 Airtel has attained a position in the market such that new customers prefer Airtel services
than BSNL.

 BSNL is still having the biggest share in the market in the field of landline. It is still
providing service to the old and big firms.

 No other brand is providing better broadband services than Airtel is providing.

 Corporate customers of Airtel are satisfied by the services provided by the company.

 Most of the customers are unaware of the value-added services provided by the company.

 Customers sometimes become rude due to their bad experiences with Mobile services.

Page | 70
  Airtel has covered most of the commercial areas but there are still some areas to be
covered.

How Airtel has an edge over competitors in penetrated market ?

 Dedicated customer care team 24*7

 Dedicated switch circle wise 24*7

 Large network area

SUGGESTIONS :

 Educate customer on the benefits of Value-added services.

 Company should make more promotional campaign in commercial areas.

 Strategic Partnerships with leading Global Telecom Service Providers & Investors.

 Know our areas of strength and areas of improvement.

 Design Individual Development Plans so as to convert areas of improvement to areas of

strength.

 Identify the competencies required at different levels.

 Identification and development of employees for future roles and responsibilities.

Page | 71
  Customer care services provided to the active customers should be more efficient towards
the problem solution.

THANKS NOTE :

In the practical training for a period of 45 days, I have learned a lot about the
present scenario in the field of communication. I have gained knowledge about the
technology used by the company.

At our college we learn most of the things theoretically, which does not provides
sufficient information about the subject, and students remain unaware of the
problems and errors when they go to the field. This practical training has provided
us the knowledge about various technologies in the communication field.

I am highly grateful & thankful to the AIRTEL family for the support and
guidance given to us for the successful completion of our practical training & wish
them success in every field.

AMIT KUMAR PANDEY

Page | 72
 BIBLIOGRAPHY

BOOKS:

 Philip Kotler – Marketing Management

 Naresh K. Malhotra – Marketing Research

INTERNET WEB SITES:

 [Link]

 [Link]

 [Link]

 [Link]/[Link]

Page | 73