1.1 INTRODUCTION ABOUT THE STUDY PROMOTIONAL STRATEGIES Promotion is true that products are manufactured to satisfy the needs of the consumers. But alone is not enough. Today the responsibility of the manufacturers does not cease with physical production whatever may be the nature of the product. The present day marketers are consumer oriented where it is the duty of the manufacturers to know from where, when, how and what price the products would be available. Successful marketing consists in offering the right product of the right price of the right place (and time) with right promotion. In course of time, various activities came into vogue designed particularly to help easy sale of goods. These activities commonly known as promotional Mix The marketing communication Mix also called as the “Promotion Mix” consists of four major tools. 1. Advertising. 2. Sales Promotion 3. Publicity 4. Personal Selling
MARKETING COMMUNICATION PROCESS: Generally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. Thus, there are three elements in this process.
1.2 OBJECTIVES To know the customer opinion about tariff rates of Airtel To know the brand loyalty of Airtel To know the influencing factors of Airtel To know the market share of the Airtel To know the sources of awareness for the customers To identify the customers satisfaction level regarding the advertisement of Airtel. To find out the right media for advertising of Airtel in the view of customers. To know the impact of advertisement on customers and on sales 1
To find out the customer attitude towards advertisement campaign of Airtel.
1.3 IMPORTANCE / NEED OF THE STUDY: The purpose of advertising is motivating but to sell something a product, a service or an AIRTEL. The real objective of advertising is effective communication between producers and consumers. In other words the ultimate purpose all advertising is “Increased awareness” list of the following specific objectives of advertising.
1.4 SOURCES OF DATA One of the important tools for conducting marketing research is the availability of necessary and useful data. Data collection is more of art than science the methods of marketing research are in a way the methods of data collection. The sources of information fall under two categories.
Internal sources: Every company has to keep certain records such as accounts, records, reports, etc., these records provide sample information which can organizations usually keeps collecting in its working.
External sources: When internal records are insufficient and required information is not available, the organizations will have to depend on external sources. The external sources of data are:
Primary data: Primary data are data gathered for a specific purpose or for a specific research report. For systematically collecting the data the closed end questionnaire is used. The questionnaire consists of questions relating to various aspects of the study for proper data collection the questionnaire is divided into 2 sections. Both the sections are meant for the respondent only.
Secondary data: Secondary data are data that are collected for another purpose and already exist somewhere. Data pertaining to company is collected from company web site company catalogues and magazines. The company profile gives a detailed report of history various products manufacture by its etc. 2
1.5 RESEARCH METHODOLOGY SURVEY METHOD: A survey is a complete operation, which requires some technical knowledge survey methods are mostly personal in character. Surveys are best suited forgetting primary data. The researcher obtains information from the respondents by interviewing them.
SAMPLING: It is not always necessary to collect data from whole universe. A small representative sample may serve the purpose. A sample means a small group should be emanative cross section and really “representative” in character. This selection process is called sampling.
SAMPLE SIZE: Samples are devices for learning about large masses by observing a few individuals. The selected sample is 25.
Sampling plan: 1. SAMPLING UNIT
-The business people, professionals are survived
2. SAMPLING PROCEDURE
- Stratified random sampling method is chosen.
The data collected from both the primary and secondary sources is tabulated and presented in a systematic from prior to classification and interpretation.
METHOD OF SAMPLING RANDOM SAMPLING METHOD The method adopted here is random sampling method. A random sample is one where each item in the universe has as equal chance of known opportunity of being selected.
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1.6 DATA ANALYSIS TECHNIQUES QUESTIONNAIRE: A Questionnaire is carefully completed logical sequence of question directed to a define objective. It is the out line of what information is required and the framework on which the data is built upon. Questionnaire is son commonly used in securing market information that its preparation deserves utmost skill and care.
FORMS OF QUESTIONS: OPEN ENDED QUESTIONS: They are descriptive in nature. Respondents are allowed to answer in their own words. Such questions buying the actual opinion of the respondent regarding a product
CLOSED ENDED QUESTIONS: They are not descriptive in nature. They will be given certain choices and the respondents have to choose choice among them. They make analysis easy but sometimes they restrict the respondents’ choices. TYPES OF CLOSED ENDED QUESTIONS: DICHOTAMS:
a question offering two answers choice.
MULTIPLE CHOICES:
a question offering three choices.
RATING SCALE:
a scale that rates some attributes from “poor” to “excellent”.
SCOPE OF THE STUDY The Scope is limited to one Branch. The scope of the study is to know various promotional Strategies in Airtel. It is aimed at enlightening the company about different steps to be taken up to increase the share of Airtel with regard other competitors and also to make the company to provide better customer services.
1.7 PERIOD OF STUDY Time taken to this study is 45 days for collection of data and data analysis.
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1.8 LIMITATIONS 1.
Time is the main limitation for the study, as project was restricted only for 1 and half month.
2.
The methods used in this project are random sampling methods and results obtained may not be accurately fully accurate and believable.
3.
The research has been centered to only hundred dealers of Twin Cities (Hyderabad & Secundrabad), rather than innumerable dealers dealing with different products of different brands across the globe.
4.
The analysis is purely based on closed ended questions and due their deliberate manipulation, important information may be lost and even barriers of communication would cause a limitation.
5.
The whole project research was confined to only Twin Cities (Hyderabad & Secundrabad).
6.
The research was done with the help of employees of the organization for some of the dealers and their barriers of communication or way to represent the topic would differ and actual information would be lost.
7.
The dealers responded during the survey were possessing primary education and their views would not be able to provide the required information.
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2.1 INTRODUCTION Bharti Telesoft, the telecom and e-commerce venture of Bharti Enterprises, India has maintained a very close track on technology and new services to help its customers and partners thrive on change. Bharti Telesoft is an Indian software company with a clear distinction. As part of India's largest telecom group, it is uniquely able to harness rich domain experience to the customer's benefit. Instead of being an IT company providing telecom solutions, we pride ourselves in being just the opposite! Bharti Telesoft is fast on the way to attaining a position of leadership in the IT world, through its clear focus on telecom, backed by rich domain expertise. The company has one of the best development facilities in the country, and has offices in India, United States and United Kingdom.
"As we spread wings to expand our capabilities and explore new horizons, the fundamental focus remains unchanged: seek out the best technology in the world and put it at the service of our ultimate user: our customer."
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Sunil Bharti Mittal (Group Chairman and Managing Director) About Bharti Airtel Limited: Bharti Airtel Limited, a group company of Bharti Enterprises, is India’s leading integrated telecom services provider with an aggregate of 62 million customers. Bharti Airtel has been rated among the best performing Companies in the world in the Business Week IT 100. Bharti Airtel is Structured into three strategic business units – Mobile services, Broadband& Telephone (B&T) services and Enterprise services. The mobile business Provides mobile & fixed wireless services using GSM technology across 23Telecom circles. The B&T business provides 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. Airtel’s high-speed optic fiber network currently spans over 53,000 kms Covering all the major cities in the country. The company has two International landing stations in Chennai that connects two submarine cables Systems - i2i to Singapore and SEAME-WE-4 to Europe
Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world-class products and services. Established in 1985, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit, ranging from being the first mobile service in Delhi, first private basic telephone service provider in the country, first Indian company to provide comprehensive telecom services outside India in Seychelles and first private sector service provider to launch National Long Distance Services in India. As of October 31, 2004, Bharti had approximately 9.83 million total customers – nearly 9.06 million mobile and 776,000 fixed line customers. Its services sector businesses include mobile operations in Andhra Pradesh, Chennai, Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab, Rajasthan, Tamil Nadu, Uttar Pradesh (East) circle, Uttar Pradesh (West) circle and Jammu & 7
Kashmir. In addition, it also has fixed-line operations in the states of Madhya Pradesh and Chhattisgarh, Haryana, Delhi, Karnataka and Tamil Nadu and nationwide broadband and long distance networks. Bharti has recently launched national long distance services by offering data transmission services and voice transmission services for calls originating and terminating on most of India's mobile networks. The Company is also implementing a submarine cable project connecting ChennaiSingapore for providing international bandwidth. Bharti Cellular Limited Bharti Cellular Limited is the cellular licensee for the Delhi (Metro), Mumbai (Metro), UP(W), Haryana, Maharashtra, Tamil Nadu, Kerala, MP The company offers services under the brand name "AirTel". Technology Partners: AirTel has been immeasurably strengthened by its partnership with British Telecom U.K. and Telecom Italia of Italy. AirTel services are in technical alliance with Ericsson, has provided AirTel subscribers with a truly world class network. Bharti Mobile Limited Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab under the brand name "Airtel".
Promoters: Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.
Technology Partners: AirTel comes to you from Bharti Mobile Ltd. A consortium of giants in the telecommunication business - British Telecom UK, Tecc3300 Italy, and Bharti Enterprises India. The Bharti Enterprises, established in 1976, is today a multifaceted 8
organization and a leading group involved in the manufacturing and the services sector. Its key focus is on the marketing and operations of a comprehensive range of telecom services in addition to the Healthcare sector. Launch of Services: Karnataka: AirTel launched its services in Karnataka on May 13, 2000. The services in Punjab started in February 2002. AirTel is brought by Bharti Enterprises, India's leading telecom conglomerate, through its company, Bharti Mobile Limited. Bharti Enterprises has revolutionized Indian telecommunications with its world-class products and services. Pre-paid Card: The pre-paid card "Magic" is a nationwide brand.
Bharti Mobinet Limited Service Area: Chennai (Metro) Brand Name: Air Tel
Bharti Mobitel Limited Service Area: Kolkata (Metro) Brand Name: Air Tel Bharti Mobitel is the cellular licensee for the Kolkata Metro. 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); Warburg 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, Basic, 9
Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA.
Pre-paid Services: The company operates its pre-paid service under the brand name "Magic".
Bharti Telenet Limited Service Area : Himachal Pradesh Brand Name: Air Tel
2.2 OBJECTIVES OF THE COMPANY •
To undertake transformational projects that has a positive impact on the society and contribute to the nation building process.
•
To Diversify into new businesses in agriculture, financial services and retail business with world-class partners
•
To lay the foundation for building a “conglomerate” of future
2.3 VISION-MISSION STATEMENT 2.3.1 VISION •
By 2015 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses
•
To build India's finest business conglomerate by 2020
•
Supporting education of underprivileged children through Bharti Foundation
•
Strategic Intent:
To create a conglomerate of the future by bringing about “Big Transformations through Brave Actions.”
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2.3.2 MISSION •
“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”
•
We will meet global standards for telecom services that delight customers through: • Customer Service Focus • Empowered Employees • Cost Efficiency • Unified Messaging Solutions • Innovative products and services • Error- free service delivery
2.4 Board of Directors The Board of Directors of the Company has an optimum mix of Executive and NonExecutive Directors, which consists of three Executive and fifteen Non-Executive Directors. The Chairman and managing director, Mr. Sunil Bharthi mittal, is an executive Director and the nuber of Independent Directors on the Board is 50% of total Board strength the independence of a Director is determined on the basis such that director does not have any material pecuniary relationship with the company, its promoters or its Management, which may effect the independence of the judgment of a Director. The Board members possess requisite skills, experience and expertise required to take decisions,which are in best interest of the Company. The composition of the Board is as under: Sunil Bharti Mittal Rajan Bharti Mittal Akhil Gupta Rakesh Bharti Mittal Chua Sock Koong 11
N. Kumar Kurt Hellstorm Donald Cameron Paul O’Sullivan Professor V.S. Raju Pulak Chandan Prasad Bashir Abdullah Currimjee Gavin Darby Syeda Imam Ajay Lal York Chye Chang Paul Donovan Arun Bharat Ram
Management Structure
The group has been structured to create functional and operational specialization with a linear 12
vision of business lines and functional areas. The Company is headed by Chairman and Group Managing Director- Sunil Bharti Mittal who is assisted by two Joint Managing Directors- Akhil Gupta and Rajan Bharti Mittal. The Company also has two Presidents- President Mobile Services and President Infotel Services, this responsibility includes Fixed-line, Long Distance and Broadband Services. The Presidents report to the Group Chairman and Managing Director. The head of units and SBUs report to the respective business's President. An apex team of Corporate Directors has been constituted. The corporate directors have supervisory and strategic responsibilities for functional areas across business lines. The directors oversee functional areas including Business Development, Human Resources, Marketing, Corporate Communication, IT & Technology, Finance, Legal, Corporate Affairs, Corporate Strategy & Planning and Supervisory Director cum Chief Mentor - mobility.
The organization structure is designed to ensure that identical businesses are run along similar lines and best resources in any functional field, be tapped to serve the best interests of the entire group. The structure also defines the role of the Head of the units who are totally empowered to manage their respective companies and are fully responsible for business operations to build world-class organizations with a high degree of customer focus. BOARD OF DIRECTORS MR. SUNIL BHARTI MITTAL MR. RAKESH BHARTI MITTAL MR. RAJAN BHARTI MITTAL
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Organisation Structure:
14
CORPORATE STRUCTURE 1. Group structure
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Bharti Teletech, the manufacturing arm of Bharti Enterprises, with an installed capacity of 5 million telephone sets per annum, is India's leading manufacturer of high quality telephones. Today Bharti Teletech is the major PTT supplier in South Asia. It has ISO 9002 accreditation and also an OEM for Sprint Corporation and Siemens. Its range of products marketed under the brand name Beetel constitutes a 30% market share in India thereby making it the market leader in the domestic market. Bharti Teletech has also found a growing market in Russia, Singapore, Sri Lanka, Romania, Bahrain, Qatar, Jordan, Dubai, Yemen, Oman, Uganda, Nigeria, Tanzania, Seychelles, Zimbabwe, South Africa and USA.
Services and Accomplishments •
The largest private sector integrated telecommunications services group in India in terms of the number of customers.
•
Largest Mobile footprint in India, covering 18 of the 23 licensed areas.
•
Proven track record of managing growth - both organic as well as by way of acquisitions.
•
First and largest private telecommunications services company offering fixed-line services in India.
•
Existing foreign shareholders have acquired direct and indirect equity interests in the Company for a total consideration exceeding US$1 billion.
•
First private telecommunications company to launch long distance services.
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•
First off the block to launch fixed-line services in all the four circles of Delhi, Haryana, Karnataka and Tamil Nadu.
2.5 PRODUCT MIX PRODUCT •
Airtel Pre-paid
•
Airtel Post-paid
•
Blackberry Wireless Handheld
•
Value Added Services (VAS) The different value added services provided by Airtel are-
•
Instant Balance Enquiry
24Hr recharge Facility
Caller line identification
Call divert, Call wait & Call Hold
Multimedia messaging service (MMS)
Airtel Live Portal
SMS based Information Service
Hello Tunes & Ring Tones
Voice Mail Service
Easy Post-paid bill collection
Gifting of Ring Tones & Hello Tunes
GPRS
Business Solutions
PRICE •
Customer based pricing strategies.
•
Flexible pricing mechanism
•
Controlled by TRAI. 17
PROMOTIONAL ACCTIVITIES •
Large scale print and video advertising.
•
Big celebrities like SRK and Sachin are roped in to endorse the product.
•
In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India.
•
Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.
•
"Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan.
•
Executives corporate plan(First to give prepaid in this category).
•
Special discounts in calling rates & sms services.
•
Providing wallpapers and screensavers on website.
2.6 PERFORMANCE OF THE COMPANY •
Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened.
•
It has managed to hold on to its leadership position inspite of the presence of other players with deep pockets – Ambani’s, Tata’s, Birla’s and Vodafone.
•
Has coped well with regulatory changes.
•
Continues to attract and delight customers
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2.7 Awards and Recognitions 2010-11 AIRTEL has won the ‘Most Preferred Cellular Service Provider Brand’ award at the CNBC Awaaz Consumer Awards in Mumbai. This is 6th year in a row that AIRTEL has won the award in this category. This year, the awards were based on an exhaustive consumer survey done by The Nielsen Company. Over 3,000 consumers, spanning 19 cities and 16 states in India, rated brands across different categories to choose brands which delivered true value for money. Bharti AIRTEL has received the prestigious Business world-FICCI-SEDF Corporate Social Responsibility Award 2009-2010. The FICCI Socio Economic Development Foundation (FICCI-SEDF) and Business world CSR award was instituted in 1999 to recognize exemplary responsible business practices by the Indian industry. 2009-10 Bharti AIRTEL rated as India’s Best Enterprise Connectivity Provider for 2009 at the Annual Users’ Choice Awards instituted by PC Quest. Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East by Terrapin.
AIRTEL was rated as the ‘Strongest Brand’ in the Economic Times Brand Finance Brand Power Rating 2009. It is the only Corporate Brand to be awarded the AAA rating Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for Excellence in Public Administration, Academics and Management. AIRTEL ranked second in the Economic Times-Brand Equity Most Trusted Brand 2009. 20
Bharti AIRTEL ranked India’s second most valuable company, by Business Today in 2009. Bharti AIRTEL listed in Forbes Asia’s Fabulous 50 companies, 2009 on number sixth position. Bharti AIRTEL was recognized as the ‘Service Provider of the Year’ and ‘Wireless Service Provider of the Year’ at the Frost & Sullivan Asia Pacific ICT Awards 2009. Bharti AIRTEL bagged the Best Carrier India Award and the Ovum TelcoTransformation Award at the Telecom Asia Awards 2009.
Bharti AIRTEL was ranked sixth among the top 100 best performing technology companies in the world, compiled by Business Week for the year 2009. The company is placed ahead of global technology leaders like Apple (19), Microsoft (22) and Google (37) in this exclusive list. Sunil Mittal received the Madras Management Association (MMA) Business Leadership Award for 2008-09 for revolutionising Indian telecom. Bharti AIRTEL was selected as one of the top 10 winners of the IDC Enterprise Innovation IT Awards 2009 across APAC region for its BSS Transformation Project. Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany). Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the University of Leeds, UK. Bharti AIRTEL received the ‘Best Content Service’ Award for the AIRTEL-IFFCO Farmer Information Dissemination Platform at the World Communications Awards in London.
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Bharti AIRTEL has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East. Telecoms World is one of the flagship annual awards by Terrapin, one of the leading business media organizations for international telecom carriers and service providers.
Bharti AIRTEL’s low cost computing device AIRTEL Net PC was recognized by Hindustan Times as one of the ‘Top 9 Best Tech Products of 2009’. Bharti AIRTEL has been ranked among six best performing technology companies in the world by Business Week. Bharti AIRTEL was awarded the Most Preferred Cellular Service Provider Award at the CNBC Awaaz Consumer Awards 2009.
Bharti AIRTEL has been awarded the NDTV Profit Business Leadership Award 2009 in the Telecom Sector. NDTV Profit Business Leadership Awards have been instituted to award organizational excellence. The awards promise to acknowledge the best, the brightest and the most dynamic of Indian organizations that have emerged leaders in their respective verticals. Bharti AIRTEL bagged top honours in the Voice & Data 100 Survey, winning five of the Voice & Data Telecom Awards 2009. Bharti AIRTEL was named the Top Telecom Services Provider of the Year 2009. Manoj Kohli, CEO and Joint MD of bharti AIRTEL, was named the Voice & Data Telecom Person of the Year 2009. The Awards also named bharti AIRTEL, the Top VSAT Player 2009, the Top NLD Player 2009 and Top Cellular Services Provider 2009. Bharti AIRTEL has recently won multiple recognitions in the field of Information Technology such as Spamhaus Group Whitehat Network Star, Security Strategist Award (Technology Senate 2009), Intelligent Enterprise Award (Technology Senate 2009) & CIO hall of fame.
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2008-09 Winner of the "Gallup Great Workplace Award"- Gallup Consulting, 2008. "2nd Most Trusted Service Brand" - Annual Economic Times-Brand Equity, Most Trusted Brands survey 2008. 'Best Content Service Award' for its Farmer Information Dissemination Platform for bharti AIRTEL’s joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications Awards 2008. Best Project Management' Award for its Gujarat e-GRAM project - World Communications Awards 2008. "Best Telecom Company" at the NDTV Profit Business Leadership Awards. Best Carrier India for innovative products & services and efficient cost models and the Ovum Telco-Transformation award recognizing philosophy and execution of a successful outsourcing strategy at the Telecom Asia Awards 2008. Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award 2008. The highest honor in global telecom sector, recognized his tremendous contribution to the development of India's telecom sector. Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008" at the NDTV Profit Business Leadership Awards.
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2.8 FUTURE STRATEGIES •
Translate its expertise in Indian markets to other emerging economies.
•
This could call for acquisitions globally.
•
Technology leadership is a must – Airtel must ensure that its reliance on GSM technology does not render it obsolete.
•
Indian market inspire of being the world’s largest is still not matured. Opportunities abound in the hinterland which must be exploited.
MARKET LEADERSHIP STRATEGIES •
Segmentation
•
Long Term Outlook
•
Product Innovation
•
Quality Strategy
•
Heavy Advertising & Media Pioneer
•
Effective Sales Promotion
•
Competitive Toughness
•
Customer care
FUTURE STRATEGIES TO RETAIN ITS MARKET SHARE •
New tariff plans.
•
More value added services.
•
Increase in visibility and coverage
•
The AirTel - AirTel advantage
•
New innovative packages
•
More of the e-factor
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BUSINESS STRENGTHS •
Current high market share
•
Brand image
•
Brand equity
•
Production capacity
•
Corporate image
•
Profit margins relative to competitors
•
R & D performance
•
Managerial personal
•
Promotional effectiveness
•
Market share.
•
Pan India Footprint.
•
The only operator in India other than VSNL having
•
International submarine cables.
•
Customer care.
•
Promotions.
STRATEGY •
Airtel partnered with leading players in telecommunication players across the globe.
•
It has managed to work with the best of domain specialists globally and emerge as a world class entity.
•
Partnerships include operational contracts with marquee vendors and strategic investors ranging from private equity investors to global telecom giants.
BRAND POSITIONING •
Became the 1st Indian company to win the ‘Best Bottom Line IT’ & ‘Best Knowledge Management’ awards by defeating companies such as ONGC, Birla Corp., the Tatas & Reliance at Asian level.
•
Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin.
•
Airtel is transforming itself fully into a Service Led Brand.
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3.1. PROMOTIONAL STRATEGIES Promotion is true that products are manufactured to satisfy the needs of the consumers. But alone is not enough. Today the responsibility of the manufacturers does not cease with physical production whatever may be the nature of the product. the present day marketers are consumer oriented where it is the duty of the manufacturers to know from where, when ,how and what price the products would be available. Successful marketing consists in offering the right product of the right price of the right place (and time) with right promotion. In course of time, various activities came into vague designed particularly to help easy sale of goods. These activities commonly known as promotional Mix. The marketing communication Mix also called as the “Promotion Mix” consists of four major tools. 1. Advertising. 2. Sales Promotion 3. Publicity 4. Personal Selling After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market with
the
five
major
players being
BhartiTele-Ventures
Limited
(Bharti), Bharat
Sanchar Nigam Limited (BSNL),Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer Exhibit I). All the players except RIM offered services based on the Global System for Mobile (GSM) technology.
RIM
provided
services
based
on Code
Division
Multiple
Access
(CDMA) technology as well as GSM. As competition in the telecom arena intensified, service providers took new initiatives to woo customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes. The most important consumer segments in the cellular industry were the youth segment and the business class segment. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional strategy. By 2004 it emerged the unprecedented leader commanding the largest market share in the 26
cellular service market. (Refer Exhibit II). Hutch implemented the celebrity endorsement strategy partially, relying primarily on its creative advertising for the promotion of its brand. BSNL, on the other hand, attracted the consumer through its low cost schemes. Being a state owned player, BSNL could cover rural areas, and this helped it increase its Subscriber base Reliance was another player that cashed on its innovative promotional strategies, which included celebrity endorsements and attractive talk time schemes. Idea relied heavily on its creative media advertising sans celebrities.
MARKETING COMMUNICATION PROCESS: Generally marketing communication is undertaken to pass on the message of a product or sale to the ultimate consumers. Thus, there are three elements in this process.
3.2. IMPORTANCE OF ADVERTISING: The purpose of advertising is motivating but to sell something a product, a service or an AIRTEL. The real objective of advertising is effective communication between producers and consumers. In other words the ultimate purpose all advertising is “Increased awareness” list of the following specific objectives of advertising. To make on immediate AIRTEL To build primary demand To introduce a price deal To inform about a products availability To increase market share To help salesman by building on awareness of a product among retailers To increase the frequency use of a product To build overall company image To build brand recognition
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3.3 PERSONAL SELLING The
process
of
selling
is
ensured
by
personal
selling
supposed
by advertising and sales promotion. Of these three methods personal selling occupies the predominant role mainly because of the personal element involves. It may be described as a personal source rendered to the community in connection with marketing of goods. It is a marketing process with which consumers are personally persuaded to by goods and services offered by a manufacturer. The most powerful element in the promotional mix is salesman ship, is not something very new. Even centenaries ago salesman ship was practiced in Greece and Rome. According to Peter Drucker Cyrus Mecornie was the first man to use modern technique of selling.
Features: 1.
It helps to establish a cordial and abiding relationship between the organization and its customers.
2.
It is a creative art. It creates wants a new.
3.
It is a science, in the sense that “One human mind influences another human mind”.
4.
Personal selling imparts knowledge and technical assistance to the consumers.
PROMOTIONAL STRATEGIES Promotional Strategies includes all those functions which have to do with the marketing of a product all other activities designed to increase and expand the market. But it is clearly distinguished from advertising and personal selling, through basic aim or all the three is one and the same viz., to increase the volume of sales. Sales Promotion: •
Contests, Games
•
Sweep stakes, Lotteries
•
Premiums
•
Sampling
•
Fairs and Trade shows
•
Exhibits
•
Demonstrators 28
•
Couponing
•
Rebates
•
Low interest Financing
•
Entertainment
•
Trade – in – allowances
•
Trade stamps
“Sales promotion in a specific sense refers to those sales activities that supplement both personal selling and advertising and co-ordination ate them and help to make them effective, such as displays, shows and expositions, demonstrations and other non recurrent selling efforts not in the ordinary routine”. In a general sense the sales promotion includes “personal selling, advertising and supplementary selling activities”. Evaluation of Promotional strategies: Two decades ago, there was no agreement among the marketing people that there was a separate sales promotion function. In those days, promotion was a “share- run to gain a short run good”. The importance of sales promotion is modern marketing has increased mainly an account of its ability in promoting sales and preparing the ground for future expansion. The main objective of sales promotion is to attract the prospective buyer towards the product.
ABOUT AIRTEL 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); Warburg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance Corporation, USA and New York Life International, USA. 29
Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of 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 four million satisfied customers. So come explore the making of the brand which touches the lives of 600 million people across 16 states of India. From the meaning of our logo to downloadable goodies for your computer, it's all here
3.4 BRAND&ADVERTISING: For a brand to be successful, it must build enduring relationships with its different audiences. Integral to this relationship is the visual image of the brand the consumer carries in his/her mind. The Airtel brand image is created through the consistent application of a carefully developed visual identity, which helps Airtel distinguish itself in a cluttered market. Airtel's visual identity helps create instant brand recall and strengthens the relationships that its audiences have with it. The Airtel visual identity has different elements that work together to create a strong and consistent identity for the brand. The most important of these are: The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark. AIRTEL LOGO •
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark.
•
The Airtel Image style
•
The Airtel Typographical style
•
The Airtel Color Palette 30
The Airtel Image style It incorporates two solid, red rectangular forms whose counter form creates an open doorway.
The Airtel Typographical style The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.. The words 'Express Yourself' are very much part of the brand identity. The Airtel Color Palette The lettering is grey so that the pure black of Airtel is visually unharmed.
3.5 PUBLICITY The publicity is derived as “Any form of commercially significant news about a product, and institution, a service, or a person published I a space or radio i.e. not paid for by the sponsor”. In short advertisement is paid form of publicity. It is to be noted here that though the terms ’ADVERTISING ‘AND ‘Publicity’ or differences in the field of marketing, both are used interchangeably. The media are broadly classified into direct indirect. Direct method of advertising refers to such methods used by the advertiser with which he could establish a direct contact with the prospects. Most of the media are indirect in nature EX: Free Publicity, cinema, etc. 31
Press Publicity: This remains the most popular method of publicity to day. News papers and magazines have become a part of cultural and political life of the people. Now press publicity takes two forms. (a)
News Papers
(b)
Magazines
(A) New papers : The abbreviation for news papers is “North. East, West, South past and present event report”. News papers are bought largely for their news value. As such they are appropriate for announcing new products and new development of existing products. Because of their frequency of publication, they are also well suited to opportunity makers, the various advantages may be summed up as follows: •
They reach nook and corner, so their coverage is high.
•
High frequency enables speedy preparation and publication of advertisement.
•
News papers offer a lot of flexibility. According to the convenience and necessity of the advertises the shape and size of advertisement could be changed.
•
Advertising in news papers is a cheap method of advertising from the company point of view.
The news papers advertising sponsor four kinds of advertising •
Classified advertisement EX : House for sale” etc.,
•
General advertisement
•
Teaser advertisement
•
News type advertisement 32
(B)
Magazines:
Another media under press publicity is magazines, and journals. They also offer good facility because magazines are read leisurely when the reader mentally prepared to receive the advertisement. Magazines are periodicals (periodicals of publication is regular) but different from news papers in two respects. One is that it pre-selects, its readership through the nature its content: as mentioned above they are read leisurely magazines, as a group may be subdivided from the point of view of advertisers as follows :
Kinds of out-door publicity: Rural Advertising: It refers to posters which are often posted on walls. The size of such poster would be big and might contain pictures etc. It is often found in cinema advertising.
Advertisement boards: These advertisement or posters but are kept at certain fixed places especially at points. Where people frequently assemble bus stages, railway stations etc., offer good places for this kind of advertising.
Vehicular Advertising: This refers to moving advertisements. These advertisement on moving vehicle such as buses and railway trains offer examples of this. This type of advertising has such a very large circulation and is considered to be very effective.
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Mobile Division Overview Bharti Tele-Ventures vision for its mobile business is “To make mobile communications a way of life and be the customers first choice”. The mission is to meet the mobile communication needs of the customer through 1) error free service 2) Innovative products and services and 3) cost efficiency. The Company’s strategic objective is to consolidate its leadership position amongst the mobile service providers in India. The Indian mobile market, according to the COAI, has increased from approximately 1.2 million subscribers as of March 31, 1999 to approximately 34.77 million subscribers as of October 31, 2004. Despite this rapid growth, the mobile penetration rate in India, at approximately 3.4% as of October 31, 2004, is significantly lower than the average mobile penetration rate in other Asian and international markets. The number of mobile subscribers in India is expected to show rapid growth over the next four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner. Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors: Lower tariffs and handset prices over time; Growth in pre-paid customer category; Greater economic growth and continued development of India's economy; Higher quality mobile networks and services; and Greater variety and usage of value added services.
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Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in all the twenty-three telecom circles in India. It proposes to consolidate all its subsidiaries providing mobile services under Bharti Cellular Limited. As of October 31, 2004, approximately 96% of India's total mobile subscriber market resided in the Company's nineteen mobile circles, which collectively covered only 56% of India's land mass. Bharti Healthcare
The corporate ethos of providing the best to our customers carries extra relevance when it comes to healthcare products. One sector where quality implies the saving of lives and the promotion of healthy living. Offering quality support to the pharmaceutical industry, Bharti Healthcare has been engaged in the manufacture of empty hard Gelatine capsules since 1982.
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1. Who are the different Customers who prefer to purchase AIRTEL? Table 4.1: Preferring To Purchase AIRTEL.
FACTORS
NO.OF RESPONDENTS
PERCENTAGE
EMPLOYEES
15
30%
BUSINESS PERSONNEL
26
52%
PROFESSION
3
6%
STUDENTS
6
12%
50
100%
TOTAL
Source: Primary Data using Questionnaire. Graph 1: Preferring To Purchase AIRTEL
36
FACTORS
NO.OF RESPONDENTS
PERCENTAGE
FRIENDS
11
22%
ADVERTISEMENTS
10
20%
GOODWILL/FAME
14
28%
PERSONAL CHOICE
15
30%
50
100%
TOTAL
Interpretation: According to my survey, it can be seen from the above table that indicates Employees 15 (30%), Business Personnel 26 (52%), Profession 3 (6%) and Students 6 (12%), prefer to purchase AIRTEL.
2. Who influenced you to take Airtel connection? Table 4.2: INFLUENCING FACTORS TO PURCHASE AIRTEL
Source: Primary Data using Questionnaire. GRAPH 2: BAR GRAPH REPRESENTING THE INFLUENCING FACTORS TO PURCHASE AIRTEL
37
Blue Pie Graph representing influencing factors to purchase of AIRTEL Interpretation: As per my survey, the above table reflects that Friends 11 (22%), Advertisements 10 (20%), and Goodwill/Fame 14 (28%), Personal Choice 15 (30%) is the factors influencing to purchase of AIRTEL.
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3. Are You Satisfied with Airtel Rental Plans Price? ATTRIBUTES
NO.OF RESPONDENTS
PERCENTAGE
VERY GOOD
5
10%
GOOD
20
40%
AVERAGE
19
38%
SATISFACTORY
6
12%
50
100%
TOTAL
Table 4.3: LEVEL OF SATISFACTION OF CUSTOMER IN VIEW OF PRICE
Source: Primary Data using Questionnaire. Graph 3: PIE EXPLOSION GRAPH REPRESENTING THE LEVEL OF SATISFACTION OF CONSUMERS IN VIEW OF PRICE
39
Interpretation: The following table indicates the level of satisfaction of consumers towards the purchase of AIRTEL.
4. Are Satisfied With Services Of Airtel? Table 4.4: SERVICES OF AIRTEL TO THE CUSTOMERS Attributes Very Good Good Average Not Satisfied Total
No. of Respondents 10 21 16 3 100
Source: Primary Data using Questionnaire. GRAPH 4: 40
Percentage 20% 42% 32% 6% 100%
THE FLOATING GRAPH REPRESENTING SERVICES OF AIRTEL TO THE CONSUMERS
Interpretation: The Floating Graph Representing Services of Airtel to the Consumers.
5. Which of the connection that you most prefer by advertisements? TABLE 4.5: THE BRAND PREFERED BY THE CUSTOMER: S.NO
Options 1. Airtel 2. BSNL 3. VODAFONE 4. IDEA Total Source: Primary Data using Questionnaire.
No. of respondents 30 20 15 10 75
Graph 5: THE BRAND PREFERED BY THE CUSTOMER
41
Percentage 40 27 21 12 100
Interpretation: From the above table it observe red that 40% of respondent’s are welcomed with the Airtel subscription. 27% of respondents prefer the BSNL. 21% of the respondents are preferred to VODAFONE. 12% of respondents are preferred to IDEA.
6. What are the Reasons for preference of Airtel Brand? TABLE 4.6: REASONS FOR PREFERRING AIRTEL: SL.NO 1. 2. 3 4
OPTIONS Quality Brand name Tariff Others
NO.OF RESPONDENTSPERCENTAGE 26 35 24 32 16 21 9 12
Total
75
Source: Primary Data using Questionnaire. GRAPH 6: 42
100
i
Reasons for preferring 40 35 30 25 20 15 10 5 0
35
Airtel
32 21 12
Quality
Brand name
Tarief
Others
Interpretation: From the above table we can observe that 35% of respondents select the brand for quality. 32% of them prefer due to brand name. 21% of them due tariff plans. 12% of them select due to package, schemes etc. •
Most of respondents preferring the quality of the Airtel.
7. Are you ready to Purchase Airtel Sim? Table 4.7: Preference rate of customers for purchasing Airtel Sims: Sl.no 1 2
Options
Yes No Total Source: Primary Data using Questionnaire.
No. of respondents 51 24 75
Graph 7: Are you ready to Purchased Airtel Sim?
43
Percentage 68 32 100
Interpretation: From the above table we can observe that 68% of respondents are ready to buy the Airtel sims. 32% of respondents are saying to buy the Airtel. •
Most of the customers are ready to buy the Airtel.
8. What are the Influencing factors for purchasing Airtel Sim Cards? Table 4.8: Influencing factors for purchasing Airtel Sim Cards: Sl.no
Options 1 Advertisement 2 Dealers 3 Friends 4 Family Total Source: Primary Data using Questionnaire.
No. of respondents 22 28 15 10 75
Graph 8 44
Percentage 29 38 20 13 100
Factors Influencing for purchase of AIRTEL 38
40 35 30 25 20 15 10 5 0
29 20
Fa m ily
nd s Fr ie
D ea le rs
Ad ve
rti s
em
en t
13
Interpretation: From the above table it refers that 38% of respondents are influenced through the Dealers. 29% of respondents are influenced through the Advertisement 20% of respondents are influenced through the Friends 13% of respondents are influenced through Family.
09) Rate of purchasing Airtel through Advertisement? TABLE4.9: Rate of Influence through Advertisement? Sl.no
Options
No. of respondents
1 2 3 4
Very much influenced Some what Not influenced Not at all Total Source: Primary Data using Questionnaire. Graph 9:
45
10 35 20 10 75
percentage 13 28 26 13 100
Rate of influence through Advertisement 28
30
26
25 20 15
13
13
10 5 0 Very much influenced
Some what
Not influenced
Not at all
Interpretation: From the above table determines that 28% of respondents Are somewhat influenced. 26% of respondents were not influenced. 13% of respondents were Very much influenced. 13% of respondents were Not at all influenced. Most of the respondents are somewhat influenced to buy by Advertisement effect.
10) What are the satisfaction levels of Airtel Advertisement? TABLE 4.10: Satisfaction Level of Advertisement Sl.no 1 2 3 4
Options No. of respondents Very much satisfied 10 Some what satisfied 35 Not satisfied 20 Not at all 10 Total 75 Source: Data collected through Primary Data using Questionnaire. Graph 10: 46
percentage 13 28 26 13 100
Satisfaction level of Advertisement 28
30 25 20 15 10 5 0
26
13
Very much satisfied
13
Some what Not satisfied satisfied
Not at all
Interpretation: From the above table we can observer that 28%of respondents are Some what satisfied with Advertisement. 26% of them are not satisfied with Advertisement 13% of respondents are very much satisfied. 13%of them are not at all satisfied. Most of the customers are some extent satisfied with Advertisement.
11) Which type of advertising channel is best to reach today’s customer? TABLE 4.11: Customer Opinion on Media and Telecommunication SL.NO
Options 1. Electronic media 2. Print media 3 Magazines 4. Hoardings Total Source: Primary Data using Questionnaire.
No. of respondents 30 10 10 25 75
Graph 11: 47
percentage 40 13 13 34 100
Customer opinion on Media and Telecommunication 50
40
40
34
30 20
13
13
10 0 Electronic media
Print media
Magazines
Hoardings
Interpretation: From the above table it found that 40% of respondents are opined the Electronic media for Advertising of telecom companies. 34% of respondents they go for Hoardings. 13% of respondents prefer Print media. 13% of respondents prefer the magazines. At most of the respondents are preferred to Electronic media.
12) Do you prefer the Outdoor Media? TABLE 4.12: AIRTEL ADVERTISING THROUGH OUTDOOR MEDIA SL.NO
Options 1. 2.
Yes No Total Source: Primary Data using Questionnaire.
No. of respondents 54 21 75
Graph 12: ADVERTISING THROUGH OUTDOOR MEDIA
48
Percentage 68 32 100
Outdoor media Advertising
32 Yes No 68
Interpretation: From the above table illustrates the preference of the customers for Outdoor Advertising of Airtel. 68% of respondents answered YES. Whereas 32% said NO for out door Media. It shows us that most of the customers prefer the Outdoor Media.
13) Do you feel whether it is sufficient to do advertise through Outdoor? Table 4.13: SUFFICENCY RATE OF ADVERTISING THROUGH OUTDOOR Sl.no
Options
1.
No. of respondents
Very much
2. 3. 4.
Some what Not Sufficient Not At all Total Source: Primary Data using Questionnaire. 49
Percentage
28
37
22 14 11 75
29 19 15 100
Graph 13:
Sufficency rate of Advertisement through Outdoor 40 35 30 25 20 15 10 5 0
37 29 19
Very much
Some what Sufficient
Not Sufficient
15
Not At all
Interpretation: From the above table it informs that 37% of respondents feel that is very much Sufficient to do Advertise through Outdoor Media. 29% of respondents are feel it is Some what Sufficient. 19% of respondents feel that is not sufficient. 15% of respondents feel it is Not at all sufficient for Outdoor media. Most of the respondents are agreed with the Outdoor Media.
14) According to you will outdoor Advertisement Influence the customers? TABLE 4.14: INFLUENCE THROUGH THE OUTDOOR MEDIA Sl.no 1. 2. 3.
Opinion Very much Some what Not influence
No. of respondents 32 21 12 50
Percentage 43 28 16
4.
Not at all Total Source: Primary Data using Questionnaire.
10 75
13 100
Graph 14:
Influence through Outdoor Media 50
43
40 28
30
16
20
13
10 0 Very much
Some what Not influence
Not at all
Interpretation: From the above table it is observed that 43% of respondents are very much influenced through outdoor media. 28% of respondents are somewhat influenced. 16% of respondents are not influenced. 13% of respondents are feeling not at all influenced by Outdoor media.
15) According to you which is the best Advertise form from the following one? TABLE 15: LOCATION OF AIRTEL COMPANY ADVERTISEMENT 51
Sl.no 1. 2. 3. 4.
Options Hoardings Advt on walls Advt on Buses Others Total Source: Primary Data using Questionnaire.
No. of respondents 38 21 12 04 75
Percentage 51 28 15 06 100
GRAPH 15:
Location of Airtel Advertisement 60 50
51
40
28
30
15
20
6
10 0 Hoardings Adv on wallsAdv on Buses
Others
Interpretation: From the above table 51% of respondents saw the Advertisement of Airtel telecom on Hoardings. 28% of respondents are seen on Walls. 15% of respondents are saw ion the Buses. 06% of respondents are saying they saw Advertisement on others like Magazines, Flex-boards. Most of the respondents are going through the advertisement of Airtel by hoardings
FINDINGS The company is advertisement is not fair and is not reaching to all people. The advertisement is difficult to understand. 52
AIRTEL is not concentrating on the promotional activities for the customers and for the retailers. AIRTEL is not giving gifts for the customers. The company is not concentrating on other types of advertising media. The package design is not communicative and eye catching, so package design and color have to blend harmoniously to make the package communication effective. Network is not reaching to rural villages. Talk time is very less in Prepaid Cards. The company is not conducting road shows so as to get awareness in the public about the product and services. Improve the marketing personnel and they should give full knowledge to the customers and retailers. AIRTEL must improve their personnel selling direct contacting customers to give awareness of their products.
CONCLUSIONS Reduce the Tariff rates to increase the market share. 53
AIRTEL is not concentrating on the promotional activities for the customers and for the retailers.
Improve the marketing personnel and they should give full knowledge to the customers and retailers. AIRTEL is not giving gifts for the customers.
The company is not concentrating on other types of advertising media. Network should be expanding to rural villages. Talk time must be increased in prepaid cards.
Reduce the Tariff rates to increase the market share. The company should conduct road shows so as to get awareness in the public about the product and services.
RECOMMENDATIONS
54
An attempt has been made to suggest to the Airtel a few measures. These Recommendations have been made within the preview of the data available. 1) The company must go for some more promotional activities rather than TV, advertisement, hoarding and news papers. 2) The company has to conduct the periodical meetings with customers and take their valuable suggestions. 3)
The package design should be communicative and eye catching, so package design
and color have to blend harmoniously to make the package communication effective. 4) Innovative efforts must be launched to improve the position through better marketing strategies. 5) Increase the print media advertisements 6) Always perform the price discount sales
QUESTIONNAIRE A). Name: B). Occupation: 55
Employee
Business
Profession
C). Address for Communication: D). Monthly Income (or) Income Level 2000-4000 8000-12000
4000-8000 More than 12000
E). Are you the user of Mobile? Yes
No
F). Mobile Number: 1) Different customers prefer to purchase AIRTEL? Employee
Business
Profession
Student
2) Who influenced you to take Airtel connection? Friends
Advertisement
Goodwill
Personal choice
3) Are You Satisfied with Airtel Rental Plans Price? Very good
Good
Average
Satisfaction
4) Are Satisfied With Services Of Airtel? Very good
Good
Average Not Satisfied 5) Which of the connection that you most prefer by advertisements? Airtel
Bsnl
Vodafone Idea 6) What are the Reasons for preference of Airtel Brand? Quality
Brand name
Tariff Other 7) Are you ready to Purchase Airtel Sim? A) Yes
B) No
8) What are the Influencing factors for purchasing Airtel Sim Cards? A)
Advertisement
B) Dealer 56
Student
C) Friends
D) Family
9) Rate of purchasing Airtel through Advertisement? A) Very much influenced
B) some what
C) Not influenced
D) Not at all
10) What are the satisfaction levels of Airtel Advertisement? A) Very much satisfied
B) some what
C) Not satisfied
D) Not at all
11) Which type of advertising channel is best to reach today’s customer? A) Electric media C) Magazines
B) print media D) hoardings
12) Do you prefer the Outdoor Media? A) Yes
B) no
13) Do you feel whether it is sufficient to do advertise through Outdoor? A) Very much C) Not sufficient
B) some what D) Not at all
14) According to you will outdoor Advertisement Influence the customers? A) Very much
B) Some what
C) Not influence
D) Not at all
15) According to you which is the best Advertise form from the following one? A) Hoardings
B) Advt on walls
C) Advt on buses
D) Others
BIBLIOGRAPHY
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BOOKS 1) Phillip Kotler & Kevin Lane keeler, Marketing Management 12th Edition (New Delhi: Prentice hall of India, 2007).
2) Paul E.Green Donald S Tull and Gerald Albaum, Research for Marketing Decisions 5th Edition (New Delhi: Prentice hall of India, 2005). 3) G.c.barri, “Marketing Research” Tata McGraw 4th Edition reprint 2002. 4) R.S.N.Pillai, “Modern Management” 8th Edition 2008,
NEWSPAPERS The Hindu The Economic Times Deccan Chronicle The Times of India
WEB SITES www.bharati.com www.airtel.in
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