To Find Out Effectiveness Airtel Advertisements & Their Impact on the Viewers

TO FIND f tout ensemble out EFFECTIVENESS AIRTEL ADVERTISEMENTS &038 THEIR IMPACT ON THE VIEWERS Table of Contents Introduction3 Airtel products9 beat of Study14 Research Methodology15 Findings27 Recomm terminusations28 Limitations of Study29 Bibliography31 Questionnaire32 INTRODUCTION (COMPANY OVERVIEW) Incorporated on July 7, 1995, bharti AIRTEL is a division of Bharti enterprises. The businesses of Bharti Airtel ar structured into two main strategic multitudes Mobility Infotel The mobility business provides gsm meandering(a) twist in all 23 telecommunication circles in india. hile infotel business free radical provides telephone serve and internet access over dsl in 15 circles. The company complements its meandering(a), broadband and telephone usefulnesss with national and internationalist long distance operate. The company alike has a submarine stock landing station at Chennai which connects the submarine cable connecting Chennai with Singapore. Bharti tele-ventur es provides end to end info and enterprise gos to corporate customers by leveraging its spatiotemporal fiber-optic backbone, last mile connectivity in fixed line and peregrine circles.VSATs,ISP and international bandwidth access through the gateways and landing station. tout ensemble of Bharti-ventures services ar provided under airtel. in 2008 bharti Airtel attained its 90 million customer mark. The integrity sh atomic number 18s of Airtel be listed on the national stock exchange and Bombay stock exchange. Sunil Bharti mittal, the weaken chairman of Bharti enterprises (who owns Airtel) is at once the to a greater extent or less(prenominal) celebrated face of the telecom empyrean in india. He symbolizes the adage that success surveils to those who dream swelled and work assiduously to deliver it.Sunil Bharti mittal began his journey manufacturing spare parts for bicycles in slow 1970s. his strong entrepreneurial instincts gave him a unique flair for sensing immature business opportunities. In the early eld, bharti established itself as a supplier of basic telecom equipment. His true calling came in the mid nineties when the government opened up the sector and allowed private frauds to provide telecom services. Bharti enterprises accepted e truly opportunity provided by this new policy to acquire into Indias largest telecommunications company and one of the Indias most respected places.Airtel was dunked in 1995 in delhi. As the Airtel mesh expanded to several parts of India the brand came to symbolize the genuinely essence of liquid services. Since then, Airtel has established itself a rag India in most of the states covering a population of over 600 million people. Airtel allow soon cover the entire country through a function of acquisitions and green field projects. With a front line in over 2,000 towns, Airtel today has the largest network capacity in the country.In the last nine days Airtel has achieved legion(predicate) fr onts and unique records it was the first to launch nationwide roaming operations, it was the first to cross the one million and the five million customer marks. It was also the first to launch services overseas. There are an new(prenominal)(prenominal) firsts credited to Airtel many of them in the area of innovative products and services. Today, Airtel innovates in almost everything that it presents to the food market place. An excellent workout is Easy Charge Indias first paperless electronic recharging facility for prepaid customers. As evidence of its fine record, Airtel has also been conferred with numerous awards.It won the prestigious Techies yield for being the best cellular services provider for four consecutive eld between 1997 and 2000 a record that is still unmatched. And in 2003, it received the congresswoman &038 information Award for being Indias largest cellular service provider, amongst others. Bharti Airtel has enjoyed an excellent put to work ever sinc e the telecom sector opened. It has managed to hold on to its leadership stupefy in spite of the presence of other players with deep pockets Ambanis, Tatas, Birlas and Vodafone. Has coped undividedsome with regulatory changes. It continues to attract and delight customers. t has also started making its presence felt initiationwide also. Recently AIRTEL has become the third largest telecom player in the world. Bharti Enterprises has successfully focuse its strategy on telecom spot straddling diverse fields of business. From the creation of Airtel, one of Indias finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its Beetel brand, Bharti has created a signifi bedt position for itself in the global telecommunications sector. PRODUCTS The Company is a part of Bharti Enterprises, and is Indias leaders provider of telecommunications services.The businesses at Bharti Airtel have been structured into three individual strategic busin ess units (SBUs) mobile services, broadband &038 telephone services (B) &038 enterprise services. The mobile services group provides GSM mobile services across India in 23 telecom circles, mend the B business group provides broadband &038 telephone services in 90 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. Its embroil Voice serve brisk go Satellite workManaged Data &038 Internet Services Managed e-Business Services Voice Services Bharti Airtel became the first private fixed-line service provider in India. It is at a time promoted under the Airtel brand. Recently, the Government opened the fixed-line industry to unfathomable contestation. Airtel has subsequently started providing fixed- line services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka, Tamil Nadu &038 UP (West). Airtel Enterprise Services deals that these circles h ave high telecommunications potential, especially for carrying Voice &038 Data traffic.These circles were strategically selected so as to provide synergies with Airtels long distance network and Airtels extensive mobile network. Airtel Enterprise Services, Indias premium telecommunication service, catchs to you a whole new experience in telephony. From integrated telephone services for Enterprises and down in the mouth business enterprises to user-friendly plans for Broadband Internet Services (DSL), we bring innovative, cost-effective, comprehensive and multi-product solutions to cater to all your telecom and data needs. alert ServicesAirtels mobile footprint extends across the country in 21 telecom circles. Its service standards compare with the very best in the world. In fact, thats how Bharti has managed to provide the trust of millions of customers and makes it one of the top 5 operators in the world, in equipment casualty of service and subscriber base. The company has se veral scratch lines to its credit The First to launch full roaming service on pre-paid in the country. The First to launch 32K SIM cards. The First in Asia to deploy the multi band feature in a radio network for Efficient usage of spectrum. The First to deploy Voice case Enhancers to improve voice quality and Acoustics. The First telecom company in the world to receive the ISO 90012000 Certification from British Standards Institute Satellite Services Airtel Enterprise Services provides you connectivity where ever you take your Business. Satellite Services bring you the benefits of access in remote Locations. Airtel Enterprise Services is a leading provider of broadband IP Satellite services and DAMA/PAMA services in India.Managed data &038 internet services Airtel enterprises services bring a comprehensive suite of data technologies. So Airtel is able to support all types of networks and ensure the customers put forward manage their network to the future seamlessly. These servic es include leased lines, customized solutions, metro Ethernet. Managed e-business services Airtel enterprise services offer an internationally benchmarked, carrier class hosting, storage and business continuity services. A coarse range of services help the customers run their business the way they want.All this is possible because of world class high tech data centers. processional STRATEGY 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 Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited (Hutch), estimation Cellular limited (Idea) and credit India Mobile (RIM) (Refer Exhibit I). All the players to a greater extentover RIM offered services based on the Global System for Mobile (GSM) technology.RIM provided services based on Code Division threefold Access (CDMA ) technology as well as GSM. As competition in the telecom arena intensified, BHARTI AIRTEL took new initiatives to woo customers. Prominent among these were eminence endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes. AIRTEL has apply most bit of celebrities for ads. The list includes-Sachin, Shahrukh, Rehmaan, Saif Ali Khan, Kareena Kapoor, Zaheer Khan Etc. The most important consumer segments in the cellular industry were the younker segment and the business class segment.The youth segment was the largest and fastest growing segment and was therefore targeted most heavy by cellular service provider. 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 cellular service market. 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 uncouth areas, and this helped it increase its subscriber base. Reliance was another player that cashed on its innovative promotional strategies, which include celebrity endorsements and attractive talk time schemes. Idea relied heavily on its creative media advertising sans celebrities. OBJECTIVE OF THE STUDY The purpose of the study is to run a risk out the effectiveness of AIRTEL advertisements i. e. What type of impact these advertisements have on the viewing audience? Are the viewing audience getting the desired message? The secondary objective includes conclusion out following What type of advertisements viewers now days like? What type of changes AIRTEL needs to make in future? explore METODOLOGY The data was collected from primary as well as secondary ascendants. Primary data source Around 80 people were arbitrarily selected and their response to the questionnaire was taken as primary data. Secondary data source the secondary data was collected from following sources AIRTEL website Newspapers Internet The total number of respondents was 80. Out of which 24 were female respondents and rests 56 were males. The respondents are categorized in three different groups.First group consists of person less than 20 years of age. These are mainly teenagers and are most likely to grease ones palms or use new mobile connections. The second group i. e. 20-35 years of age are already using one or the other connection. The last group was mainly of somewhat older people and consists of 30% of the total sample. The graph shows the % distribution of customers of different service providers . There are some more players in the market but for the shake of clarity, exclusively these six were given consideration. Out of the major six players, Airtel is found to be having the largest market share with 32%. he main competitors to AIRTEL in har m of number of customers are BSNL and Vodafone. Popularity of ads of different brands among viewers The advertisements of Vodafone were found to be more popular among the respondents. Most of them talked almost the hutch dog. Similarly the tag line of IDEA an idea can change your life is also very popular. AIRTEL ads are supposed to be more or less centered on randy factors. 75% of the respondents said that they like the TV ads more than any other medium of advertisement. The main internet users now a days i. e. oungsters were found to have a liking towards the advertisements used on internet. The housewives and the people older than 3 years like to go through advertisements in newspapers and magazines etc, and also like the advertisements on radio or local FM stations. Major portion of the respondents categorized AIRTEL ads as emotional ads. In every advertisement, one or the other facet of the gentleman relations is at the centre. The AIRTEL ads were also considered to be dif ferent from the competitors and innovative. Many respondents claimed that the fun part was always absentminded from the AIRTEL ads.Out of all celebrities endorsing AIRTEL, A. R. Rehmaan is most celebrated among the viewers. Almost every respondent linked the AIRTEL success with the famous shadiness composed by Rehmaan. The girls mainly like the advertisements with Saif Ali khan and Shahrukh khan. One of the finding was that using too many celebrities in advertisements is not that much effective. AIRTEL advertisement with seven celebrities including Saif, Kareena, Zaheer khan, Gautam Gambhir is supposed by the viewers as wastage of money. 60% of the respondents believe that the Celebrity endorsements give a brand a ouch of glamour and the anticipate that a famous face will provide added appeal and call down recognition in a crowded market. AIRTEL itself is already using a number of celebrities in its advertisements like shahrukh khan, Saif ali khan,kareena,Sachin,Madhvan etc. so in most future also AIRTEL should move on with celebrity endorsements as viewers give them value and have a liking towards them. Major portion of the viewers got the message from the AIRTEL ads as it is a brand that offers services at cheaper price. The ads dont give any hint about the service quality.So AIRTEL should give some consideration to this fact and try to punctuate on the better quality also through the advertisements. The claims made in AIRTEL ads are believable?? About 50% of the respondents had this belief that the claims made about the connectivity, voice clarity etc in the AIRTEL ads are true. The major portion of these 50% respondents was actually the AIRTEL users. 35% of people suppose these claims as just a part of advertisement and non existing in actual. 70% of the respondents said that they started using that sim card because of one or other type of scheme.The different types of schemes like-10 paisa call, darkness calling free etc help the customers make th eir mind to shift to that accompaniment service provider. The advertisements in general have a very gauzy impact on their decision. FINDINGS FROM THE STUDY The look carried out helped us to come to the following out comes ? In terms of liking of ads, Vodafone is way in advance of AIRTEL. ?Viewers have a liking towards most of the celebrities used in AIRTEL ads. ? The viewers like the ads with some funny content but this is missing in most of the AIRTEL ads ?The majority of the customers starts or shifts to a service provider based upon word of mouth and different schemes. The advertisements play a very little part in their decision. ?The preferences of the viewers for the celebrities are always changing so we cant rely on a iodin celebrity forever. ?Viewers like to see short and up to the mark ads but Most of the AIRTEL ads are too lengthy. RECOMMENDATIONS ?Along with using unhomogeneous celebrities for endorsements, AIRTEL should try to introduce advertisements with some sor t of humor. ?The majority of perspective customers are teenagers, so AIRTEL ads should be more focused around them ?The people now days have started using more and more internet, so on with TV advertisements, AIRTEL should give more attention to online advertisements. ?People give very less attention to the print ads, so these ads should be mainly informatory ads i. e. the ads giving information about new schemes and recharge coupons etc. LIMITATIONS The research was carried out taking care of each &038 every small draws which can alter the results but still there were some limitations that must be acknowledged. The respondents chosen were mainly from cities.So the results dont include the responses of rural customers. To find out the overall effectiveness of advertisements a lot of data regarding the price paid to the celebrities and cost of advertisement etc. was required, but as this type of data is classified so it was not available. CONCLUSION Mobile penetration is shortly e xploding in INDIA and Bharti Airtel has been riding the crest of the huge mobile industry wave that has been formed. Consequently great potential and huge market opportunities have now opened up the playing field in Indias telecom market and also made it much more competitive.In the present open market environment, there are currently over 10 major operators in India which are competing with each other to get the major share of this market. So at any point of time, AIRTEL cant take things lightly. It needs to change its marketing and advertising strategies gradually. The advertisements used at present seem appropriate for AIRTEL but we cant always rely on these advertisements and the celebrities. Bibliography www. airtelworld. com www. scribd. com www. wikipedia. org Search engine used www. oogle. com www. trai. gov. in QUESTIONNAIRE Dear Respondent, I am a student of oriental Institute of Management, Vashi, Navi Mumbai and doing a research for a study for which I fix to pose a qu estionnaire to find out impact of the advertisements of some of the big players of Indian telecom sector. Your cooperation is deeply solicited to provide the relevant information. I prove that information will be kept confidential. Please tick at the place that matches your opinion. 1. You are Male Female 2. Specify your age