Description
Airtel Bangladesh Limited is one of the leading telecommunication company in Bangladesh. It is a concern of Bharti Airtel Limited, a leading global telecommunication company with operations in 20 countries across Asia and Africa.
“DIGITALIZATION OF AIRTEL BANGLADESH LIMITED”
by
Silvia Rouf
ID: 0920749
An Internship report presented in Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Business Administration
INDEPENDENT UNIVERSITY, BANGLADESH
May, 2013
“DIGITALIZATION OF AIRTEL BANGLADESH LIMITED”
By
Silvia Rouf
ID: 0920749
has been approved
May 2013
Hanif Mahtab
Senior Lecturer
School of Business
Independent University, Bangladesh
Letter of Transmittal
To
Hanif Mahtab
Senior Lecturer ,
School of Business
Independent University, Bangladesh
Subject: Submission of Internship report titled “Digitalization of Airtel Bangladesh Limited”
Dear Sir,
This is my great pleasure to submit my Internship report of my three month long Internship
program in Airtel Bangladesh Limited, Gulshan-2. The title of the report is “Digitalization of
Airtel Bangladesh Limited’’. This report has been prepared to fulfill the requirement of my
internship program at my assigned organization in the Airtel Bangladesh Limited.
I have put my best effort to make this report a successful one. It has been joyful & enlightening
experience for me to work in the organization & prepare this report. However this has been
obviously a great source of learning for me to conduct similar types of studies in the future.
I would like to express my sincere gratitude to you for your kind guidance & suggestions in
preparing the report. It would be my immense pleasure if you find this report useful &
informative to have an apparent perspective on the issue. I shall be happy to provide any further
explanation regarding this report if required & please do not hesitate to call me if you have any
query on this report or any other relevant matters.
Thank You and Best Regards
Silvia Rouf
ID: 0920749
Acknowledgement
Over the past few months I have had a wonderful experience full of challenges and satisfaction
over completing my internship and contributing significantly to one of the largest organizations
in Bangladesh.
First of all, I would like to thank all my all the honorable faculty members, who over the years
played a big role in grooming me into what I am today. I would especially like to thank my
Internship supervisor, Mr. Hanif Mahtab for being so supportive the entire time.
I am extremely grateful to everyone at Airtel Bangladesh Limited for being so warm in their
approach and for bestowing such responsibility on me all the while making me feel completely at
ease. They made the transition from student life to a working life extremely easy.
Finally, I would like to thank everyone who helped me in conducting my research by taking time
out of their busy schedules to discuss with me on the various issues. Without them I never would
have been able to complete my project. A special thanks to:
• Imran Aziz, head of marketing communication, Airtel Bangladesh Limited.
• Md.Mamun-Ar-Rashid, assistant manager marcom, Airtel Bangladesh Limited.
• Prianka Alamgir, senior executive marcom, Airtel Bangladesh Limited.
Executive Summery
Airtel Bangladesh Limited is one of the leading telecommunication company in Bangladesh. It is
a concern of Bharti Airtel Limited, a leading global telecommunication company with operations
in 20 countries across Asia and Africa. As a part of my under graduation program, I have
completed my internship in this organization. Throughout the period of my internship, I had been
working in the marketing communication team of the marketing department. Here I prepared this
research report on Digitalization of Airtel Bangladesh Limited. The main aim and objective of
this research was to identify the effects of direct and marketing communications through social
media on the adoption timing of going digitalized among existing and new customers. The report
will reveal the background of the company, description of the digitalization, findings and
recommendations based on the experience gathered.
The conceptual framework is the correlation study where I have shown the relationship between
the independent and dependent variable (digitalization). Most of the data was collected form
primary and secondary data. The data collection method was exploratory research. The sample
size of this research is 25 and the main target population was the employees of Airtel Bangladesh
Limited. Here the software of SPSS was used for data analysis.
My major responsibilities was to assist the marketing communication team mainly with social
media activities including web ads, web monitoring and site maintenance along with other
activities such as on ground activations and events, campaign execution, content development,
brainstorming sessions and other promotional activities like ATL and BTL marketing. . I had
been given access to the official social network pages. I was assigned to give new ideas
regarding the campaign execution and content development. Every day, one of my
responsibilities was to capture the number of reach of the users on social media pages and then,
disseminate those information to the team. On the other hand, I was assigned to keep a
database of the information collected. Alongside, I prepared note for approvals for various events
for the department.
However, after doing this report I would like to conclude by saying that it had been a great
experience for me. Moreover the survey that I conducted gave us a stronger and more helpful
knowledge about the entire research
Table of content
Chapter?1:
1. Introduction------------------------------------------------------------------------1
2. Background of the study---------------------------------------------------------2
3. Statement of the problem--------------------------------------------------------2
4. Objective of the study------------------------------------------------------------3
5. Literature review------------------------------------------------------------------3-5
6. Conceptual framework-----------------------------------------------------------5-6
7. Research questions and hypotheses--------------------------------------------6
8. Methodology----------------------------------------------------------------------7
9. Sampling design------------------------------------------------------------------7-8
10. Methods of collecting data------------------------------------------------------8
11. Analytical prove------------------------------------------------------------------9-11
12. Findings---------------------------------------------------------------------------12
13. Discussion-------------------------------------------------------------------------12-13
14. Recommendations---------------------------------------------------------------14
Chapter?2
15. Overview of the company------------------------------------------------------15-18
Chapter?3
16. My roles and responsibilities--------------------------------------------------19
17. Limitations ----------------------------------------------------------------------20
18. Conclusion-----------------------------------------------------------------------20
19. Reference------------------------------------------------------------------------21-24
20. Appendix 1----------------------------------------------------------------------25-31
21. Appendix 2----------------------------------------------------------------------32-37
22. Appendix 3----------------------------------------------------------------------38
1
Chapter 1
1. Introduction
Airtel Bangladesh Limited is a concern of Bharti Airtel Limited, a leading global
telecommunication company with operations in 20 countries across Asia and Africa. Airtel
values its marketing policies that are aimed at as the direct impact of the organizations marketing
team. The organization work to develop and nurture engagement by going digitalized. The aim
of this research is to find out the strategies and approaches that are taken by the organization to
develop social media through digitalization in Airtel Bangladesh Ltd.
Digitalization is the integration of digital technologies into everyday life by the digitization of
everything that can be digitized. It is the use of electronic devices such as computers, tablets,
smart phones to engage with customers. Internet marketing is a major component of digital
marketing. The marketing industry is undergoing a fundamental transformation. Customers are
increasingly shifting their attention from traditional media marketing to the Internet, wireless
devices, and other digital media. In the digital era the ubiquity of the internet, resources are
seemingly endless. However, digitalizing through branding online is pretty similar to branding
offline. The palette is different because the medium is reduced to a screen instead of a billboard
or a print advertisement, but the opportunity for messaging is the same. When a company takes
its business to the Web, an online brand usually serves as an extension of its offline presence and
so did Airtel Bangladesh limited through social media. Social media refers to the means of
interactions among the people in which they create, share, and exchange information and ideas in
virtual communities and networks. Social media depend on mobile and web-based technologies
to create highly interactive platforms.
2
2. Background of the study
Airtel is a leading telecommunication company in Bangladesh. Going digitalized was totally a
success for airtel because it was the fastest and easiest way to the brand recognize to its target
group through online branding that is through social media. The use of social media and social
networking websites is just one form of new media advertising that is gaining popularity and
changing the advertising landscape.
Social media and networking websites can be easily distinguished by the ability of their users to
interact with one another, exchanging information and engaging in discourse through electronic
devices such as a computer or cell phone. Airtel have taken notice of these online communities
and have begun hosting their own company-managed online communities centered on their
brands products and services. For example, there is a regular online contest in facebook fan page
of airtel which is known as “Airtel Buzz” which created a hype amongst the young generation.
In addition consumers are creating their own consumer-initiated online communities around the
brands they consume. These communities are providing companies and consumers with
additional channels of communication with which they can interact with one another.The old
distinctions of B to B and B to Consumers are not as meaningful anymore as everyone from the
janitor on up to the CEO is on Facebook, swapping news and stories with friends. Ultimately,
people do not buy from companies, they buy from people and social media can put a more
informal, hip and personal face on an otherwise impersonal company.
3. Statement of the problem
In order for telecommunication organizations to be successful they must be able to communicate
properly with their target group as it is always one of the most important and vital strategic areas
of an organization’s success. The study is conducted to identify the effects of direct and mass
marketing communications through social media on the adoption timing of going digitalized
among existing and new customers. The fact that a significant part of the customer base will
never adopt the new e-service.
4. Origin of the report
This report is prepared to fulfill the partial requirement of the Internship Program of the BBA
Program of Independent University of Bangladesh (IUB), supervised by Mr. Hanif Mahtab . The
attachment with the host organization Airtel Bangladesh Limited, began in J anuary 2013 and this
report has been prepared in alignment with the assigned job responsibility during that period.
3
5. Objective of the study
To analyze digitalization in detail and find out the adoption timing of going digitalized among
existing and new customers requirements so that the ground can be set for the development of
the comprehensive marketing plan for the digitalization of Airtel Bangladesh Limited.
6. Literature Review
Social Media Use
Social media are defined as “forms of electronic communication (as Web sites for social
networking) through which users create online communities to share information, ideas,
personal messages, and other content (as videos).”iv While there are different ways to
categorize social media, its typology is often based on the main function and purpose of use,
such as for micro blogging (e.g., Twitter), social networking (e.g., Facebook), collaborative
knowledge production and sharing (e.g., Wikipedia), multimedia sharing (e.g., YouTube),
and sharing reviews and opinions (e.g., social Q&A, user reviews).The advent of social
media has brought about significant impacts on daily life, not only changing the ways in
which people stay connected, but also presenting considerable opportunities and challenges.
It is already known that social networking sites (SNS) such as Facebook are widely used; in
fact, about 66% of online adults use SNS.vi College students are particularly heavy users of
social media.vii For example, one 2011 Pew report found that over 80% of the college
students surveyed used SNS With the increasing popularity of social media, they have
actively leveraged these online forums to communicate with users and to reach out to
potential audiences.
Muniz and O’Guinn (2001) first introduces the idea of an online brand community in their
2001 research paper Brand community. The authors define a branded community as ‘a
specialized, non-geographical bound community, based on a structured set of social relation
among admirers of a brand’ (p. 412). Brand communities are composed of people who
possess a social identification with others who share their interest in particular brand
(Algesheimer et al. 2005; McAlexander, Schounten and Koenig 2002).
4
Relationship between digitalization and target group:
J ang, Olfman, Ko, Koh, & Kim (2008) discuss the advantage and disadvantage of company –
managed brand communities through social media. Company-managed online communities
have the benefit of being able to provide detailed information regarding their products or
services. Though the website is managed by the company itself it is likely negative opinions
and unfavorable reviews will be blocked or removed. This can create the illusion to
community members that consumers hold a brand in higher regard than they actually do.
Relationship between digitalization and technology:
One of the challenges brought about by the advances in information and communication
technologies is the explosion of information sources and channels. Some studies have
investigated source selection across a host of information channels in everyday-life
information-seeking contexts. Source selection studies in general have revealed that students
prefer to use electronic sources to get information. These findings suggest that students are
likely to turn to social media as information sources, for social media are just as accessible as
other online resources and are as convenient and user-friendly as humans.
Wertz and Ruyter (2007) conducted a study to identify why customers contribute to online
communities. In their study the authors focused on examining online service, lsrgely focusing
on the exchange of information and peer-to-peer interaction (p.349). Wasko and Faraj’s
(2005) findings contribute to customers who are committed to online community who
contribute knowledge more frequently and provide more helpful answers. This indicates that
even though members in online communities do not know each other offline, and the
community operates in a commercial context, strong relationship between individual
members and to the collective as a whole develop.
5
Relationship between digitalization and internet:
Muniz and O’Guinn (2001) believe, in large degree, brands transcend geography because
media transcend geography. In fact, most of the rethinking of community has had to do with
the rise of mass media. Mass media demonstrated that virtually all of the hallmarks of
geographic community could be simulated, if not wholly or substantially replicated, in a
mass- mediated world. The changes in computer-mediated communication currently under
way are no different in this regard.
Relationship between digitalization and social media:
In addition to affecting communication, social media seem to have changed information-
seeking behaviors. Some studies suggest that customers may be using various social media
platforms in order to satisfy their everyday-life information needs. Such changes in
information-seeking behavior make it increasingly urgent to understand digital evaluation
and use of information obtained from social media. Algesheimer al. (2008) developed a
conceptual model of how customers’ relationship with the brand community influence their
intentions and behaviors. The authors describe how identification with the brand community
leads to positive consequences, such as greater community engagement, and negative
consequences, such as normative community pressure and reactance.
7. Conceptual Framework
Digitalization
Target Group
Technology
Internet
Social Media
6
Dependent Variable
• Digitalization
Independent Variable
• Target Group
• Internet
• Technology
• Social media
8. Research Question
• Is there any significant relationship between digitalization and target group in context of
Airtel Bangladesh Limited?
• Is there any significant relationship between digitalization and technology in context of
Airtel Bangladesh Limited?
• Is there any significant relationship between digitalization and internet in context of
Airtel Bangladesh Limited?
• Is there any significant relationship between digitalization and social media in context of
Airtel Bangladesh Limited?
9. Hypothesis of the study
• There is a significant relationship between the digitalization and target group in context
of Airtel Bangladesh Limited.
• There is a significant relationship between the digitalization and technology in context of
Airtel Bangladesh Limited.
• There is a significant relationship between the digitalization and internet in context of
Airtel Bangladesh Limited.
• There is a significant relationship between the digitalization and social media in context
of Airtel Bangladesh Limited.
7
10. Methodology
The project by nature was an exploratory one and thus the research for the most part was
exploratory as well. However, there will also be some descriptive research to go along with
that. The data used is a mix of primary data and secondary data.
Sources of Primary Data
The primary data was obtained by visiting research team, marcom team and agencies.The data
was collected by conducting interviews (phone & face-to-face) of the people who would be
experts in the field. The data was obtained by asking a set of pre-determined open ended
questions to satisfy the exploratory nature of the research so that a vast array of information can
be obtained.
Sources of Secondary Data
The secondary data mainly consists of data and information collected from records, company
websites and also discussion with the management of the organization. Secondary data was also
collected from journals, magazines and books.
11. Sampling design
Population
The population targeted for this research was mainly the employees and the direct conversation
with the target population who are the university students.
Sample Units
The sampling unit in case of this research consisted of the employees taken from the population
of Airtel Bangladesh Limited.
Sampling Frame
The sampling frame usually contains a list of elements from which the sample is drawn. The
survey has been conducted among different levels of employees representing industries like
manager, senior manager, etc.
8
Sample size
The sample size consisted of 25 respondents who are the employees of the company. Employees
may not reveal information through online survey due to confidentiality concerns.
12. Methods of collecting data
Employees are usually less in number at the same time corporate clients may not reveal
information through online survey due to confidentiality concerns. The questions were prepared
in such a way keeping their confidentiality concerns of the mind. Also because of time constraint
it was not possible to go to every employee and take the survey. Therefore data of this report was
collected through structured questionnaires from employees, who were asked by personal
interview with help of the respective senior manager of marketing communication division.
13. Data Analysis
Analysis can be done for both qualitative and quantitative data. Due to time constraints and many
other limitations, only Cross Sectional Study has been done to limit the research to a reduced
length as required by the internship program in the university. To analyze the data collected
in the survey through questionnaires, and the analysis was conducted mainly through the use of
SPSS Software.
9
14. Analytical prove:
Reliability test:
Variables No. of items Cronbach's Alpha
Target Group 3 .570
Technology 3 .532
Internet 3 .021
Social Media 3 .608
Interpretation
From the above chart we can depict that the three variables – target group, technology and social
media is >0.5 and the variable internet is <0.5. If a value is greater then 0.5 it means it is reliable
and if it is smaller than 0.5 than it means it is not reliable. So as we can see target group, technology and
social media is greater than 0.5 which means they are reliable and the data of the 3 questions of each
variable is reliable.
(Source: Perception of Power (book), chapter: 6, page: 149)
Descriptive Statistics:
Interpretation:
Target Group
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is 0.86217 among the N=25 sample size, q2 holds a mean value of
0.80000 for N=25 sample size and q3 holds a mean value of 0.71414 for N=25 sample size.
10
Technology
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is 0.55678 among the N=25 sample size, q2 holds a mean value of
0.70711 for N=25 sample size and q3 holds a mean value of 0.65064 for N=25 sample size.
Internet
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is .75719 among the N=25 sample size, q2 holds a mean value of
.64031 for N=25 sample size and q3 holds a mean value of .63770 for N=25 sample size.
Social Media
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is .65064 among the N=25 sample size, q2 holds a mean value of
.57735 for N=25 sample size and q3 holds a mean value of .73711 for N=25 sample size.
Correlations
Interpretation:
The analysis of the correlation matrix indicates that few of the observed relationships were very
strong.
Using correlation we can easily analyze the relationship between the variables. The information
that we got up on the table gives us idea about the relationship in three ways.
• Significance- if any data is having (***) it is an indication of highly significant (99.99%
significant), if the data consist (**) it is moderately significant (99% significant) and if
the data consist of (*) it is Significant (95% significant). Here we have a moderately
significant relationship in v1-v4, v1-v5, v2-v1, v5-v4 and others does not hold any
significant relationship.
• Strength - .0-.4 value shows there is a weak relationship, if the value is in-between .4-.7
moderately strong relationship and .7-1 got strong relationship. Here v1-v4 got
moderately strong relationship rest of them has weak relationship.
11
• Correlation – All the values here shows that they are all positively correlated.
The value 0.955 is positive number, if the variable is increased by one unit the other variable will
increase by +0.955. Also the value contents 2 star, so it means the relation between social media
and target group is moderately significant. 0.955 shows the strength is strong, high and marked.
We can explain other correlation in same way.
(Source: Perception of Power (book), chapter: 6, page: 133)
Regression:
Interpretation:
The regression function is used to measure relationship between the independent and dependent variables.
This can easily be expressed by a linear equation. Such as,
Y=C +RX
Where, Y =Dependent variable
C =Intercept
R =Slope
X=independent variable
Now here we got the R value is 1.000 which means if the X increases by 1 unit the Y will change by
1.000 units.
(Source: Perception of Power (book), chapter: 6, page: 152)
T-Test
Interpretation:
The independent sample T-test calculates the difference of the variables that may occur for
different groups. Here we have chosen the 4 Independent variables and two dependent variables
and wanted to see whether four independent variables defers for different gender.
Here the value shows that two of the variables value is >.05, Target Group .826>.05 that means
it differs and. Technology .999>.05 that means it also differs. Internet .569>.05 it also differs.
Only one variables value is <.05. So that means it’s not differs for different gender.
12
15. FINDINGS:
Bases on observation and interpretation I found some positive and negative side in Airtel
Bangladesh Limitation.
• Digitalization has helped Airtel to brand itself more closely to customers.
• The marketing strategy that airtel use for digitalization is more successful because it is
easy to track customers needs and wants.
• Though the website is managed by the Airtel itself it is likely that negative opinions and
unfavorable reviews will be blocked or removed. This can create the illusion to
community members that consumers hold a brand in higher regard than they actually do.
16. Discussion
The survey instrument was designed to measure participants’ levels of engagement through
social media on the adoption timing of going digitalized among existing customers. Explanation
for the overall level of participant engagement among those taking this survey is that the
organization was providing a core meaning of digitalization. In this survey, questions were asked
to find out how strong the relationship between independent and dependent variable are and
how fast Airtel could reach their customers through digitalization. Digitalization is the use of
electronic devices such as computers, tablets, smart phones to engage with customers. When a
company takes its business to the Web, an online brand usually serves as an extension of its
offline presence and so did airtel Bangladesh limited through social media. Social media refers to
the means of interactions among the people in which they create, share, and exchange
information and ideas in virtual communities and networks.
However through questionnaire respondents had a chance to express their views openly about
digitalization. Unfortunately, not many respondents had clear views about the questions and only
few responses were fit to be recorded. Also, some responses were found to be repetitive and
therefore only some responses were suitable to be presented as part of the analysis. After
analysis all the data by the use of spss the result shows that the correlation between this 5
variable is more or less moderately significant, significant and also the strength between the
variable is very strong, high and marked. From the regression I can define that the independent
variables can explain digitalization (dependent variable) by high percentage. After the reliability
test the result of all the variables shows that the Cronbach’s alpha for all variables is grater then
.5 which means all the questions are clear and reliable to the ordinance.
Thus the aforementioned scores from this study indicate that the management staff of Airtel
Bangladesh Ltd may be making a positive contribution on digitalizing Airtel. So, 1
st
of the
hypothesis regarding the approaches taken by Airtel is accurate. They have taken effective
13
approaches that keep the the existing customer to adopt digitalization. Here Airtel is trying to
hold their existing customers and try to fulfill needs of both existing and new customer. Airtel
being an organization of high stature, they believe that with the help of existing customers
support digitalization have taken the company to where it is now. In order to maintain high
quality work throughout the year, the employees are asked to give their feedbacks on events and
Airtel tries its best to improve their work. Going digitalized would not have totally been possible
without internet and social media. Both these independent variable has equally important role for
Airtel for which the company is where it is today. These variables gave a strong stage for the
company suddenly to grow very intensely in a very short period of time. It helps Airtel to get
clear picture of the existing position of the company and where the competitors are standing right
now.
However based on the feedback of surveys and departmental researches, it has been confirmed
that the Airtel is successful at going digitalized. it can be seen that advanced technology gave
Airtel the opportunity to grow one step ahead and get more closely connected to the target group
24/7. The involvement of customers on the web page and other social network gave a strong base
for the company. The company proudly affirms that it is the satisfaction of the online customers
that helped the company to become very successful in this short margin of time and
acknowledges the efficiency of the employees in their work which helped Airtel to be
digitalized. Social media is the convenient way that helped Airtel to get to its target group and
find out what the target group wants and why they prefer Airtel to use or made their first choice.
A survey was done in different universities and colleges to find out the target group’s preference.
Regular online activations and contests are being done so that the target group could participate
on the contest and win gifts that Airtel has best to offer. In this way it was easy for the company
to grab target groups attention online.
The research clearly points to certain undeniable facts. The strategy and recommendations that
have been chalked out will allow a focused and organized approach which will allow effective
and efficient marketing of the digitalization.In my research paper I followed the cross-sectional
study, which means collecting data ones from one particular sample size, due to time limitation it
was not possible to do the longitudinal study. If it was possible to do a longitudinal study the
research output could have been more accurate. I have tried my best to make this report as
informative, practical, reliable and relevant as possible. In preparation of this report, I have
reviewed few books, journals, articles from internet, taking few interviews and on the basis of
this available information. I drew a set of recommendation which I believe will help the
marketing communication department to improve their competence.
14
17. Recommendation
Though Airtel has taken effective approaches to develop digitalization, I recommend that they
develop to more advanced technologies, because digitalization varies and needs on continues
observation. An important implication from this finding is that the organization should continue
to invest in its digitalization initiative and other related programs in an effort to maintain the
strategy to hold on to the target customers. Directing resources toward this objective would
appear to be an effective investment for this organization. Implementing new strategies, giving
regular feedback on digitalization is necessary to maintain social media engagement.
15
Chapter-2
18. Company Overview
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services
providers with operations in India, Sri Lanka and Bangladesh. In J anuary 2010, Bharti Airtel
Limited acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-based Abu
Dhabi Group. Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand
the operations of Warid Telecom and have management and board control of the company. This
is the largest investment in Bangladesh by an Indian company. Dhabi Group continues as a
strategic partner retaining 30% shareholding and has its nominees on the Board of the Company.
The new funding is being utilised for expansion of the network, both for coverage and capacity,
and introduction of innovative products and services. As a result of this additional investment,
the overall investment in the company will be in the region of USD 1 billion. This is Bharti
Airtel’s second operation outside of India. The company launched its mobile services in Sri
Lanka in J anuary 2009 on a state-of-the-art 3.5G network. The company crossed the 1 million
customers mark within six months of launch on the back of innovative offerings as well as rapid
expansion of network coverage and distribution.
Through its global telecom operations Bharti group operates under the ‘Airtel’ brand in 19
countries across Asia and Africa– India, Sri Lanka, Bangladesh, Seychelles, Burkina Faso, Chad,
Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar,
Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda, and Zambia. In addition, the group
also has mobile operations in J ersey, Guernsey.
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17
The impact of Digitalization
Within 48 hours of launch of the latest brand campaign, the TVC has gone viral with 10,000
likes + 3800 shares making it the highest shared ad of Bangladesh.
Number of shares of the latest brand campaigns on facebook
The above bar graph shows the number of shares of the recent brand campaign TVC on
facebook. As we can see aitel has the highest number of shares.
8341
2494
2413
3315
1586
BCLI airtel Robi network Blink Brand Robi Desh Prem GP cholo bohudur
18
Organizational structure
Sanjay Kapoor
CEO (India & South Asia)
Manoj Kohil
JMD & CEO
(International Business
Group)
Devid Nishball
President
(Enterprise
Service)
Ajai Puri
Business
Director
(DTH Service)
Atul Bindal
President
(Mobile
Service)
K Srinivas
Joint President
(Telemedia
Services)
Shamini
Ramalingam
Directo
(Internal
Assurance)
Joyti Powar
Director
(Legal &
regulatory)
Krish
Shankar
Executive
Director
(Human
Resources)
Srikanth
Balachandar
Executive
Director
(Finance)
Amrita
Gangotra
Director (IT)
A Asikan
Executive
Director
(Supply Chain)
Joachim Hom
Executive
Director
(Network
service Group)
Sunil Bhrati Mittal
Chairman & Managing Director
19
Chapter-3
19. My job and responsibilities
During the month of J anuary to May 2013, I worked in Airtel marketing communication as an
internee. My association with this company was being a part of the Marketing Department. I
assisted the marketing communication team mainly with social media activities including web
ads, web monitoring and site maintenance along with other activities such as on ground
activations and events, campaign execution, content development, brainstorming sessions and
other promotional activities like ATL and BTL marketing.
It was a great experience for me and it helped me in realizing where my potential lies. What I
learnt at Airtel over the weeks was how to get along with the people that I have to work with
everyday, building relationships with people, building confidence and improving my
communication skills. This internship has also prepared me for my future career so this
internship has helped me a great deal. The experience has taught me responsibility, teamwork
and how to handle people in tough social situations. Even though the nature of work was quite
basic as an internee, nevertheless I got to see what practical life is. This internship overall has
been a great experience.
This report gives a profile of Airtel and an insight into marketing communication where I was
assigned to work. This report also reflects my learning and experiences at Airtel along with my
responsibilities and the tasks that I performed.
20. Limitations of my work
By being in the organization for only for four months, I found there was bound to aspects of
leadership practice, organizational culture and team communication that would not be revealed
during my observations. Being an outsider also limited what is revealed to me. The team
members guarded in their conversations around me, especially in my initial observations.
21. Function of the department
Marketing communications is essentially a part of the marketing mix. The marketing mix defines
the 4Ps of marketing and Promotion is what marketing communications is all about. It is the
message the organization is going to convey to the target market. The organization need to be
very particular about different messages that are going to convey through different mediums.
20
22. Limitations
The limitations faced in the course of this project were:
• Marketing communications required proper planning and time management to ensure that
campaigns are executed in a timely, strategic fashion. If the timing of one aspect of a
campaign is inaccurate, it could negatively impact the other aspects of the campaign,
resulting in skewed campaign results.
• By being in the organization for only four hours a week for five weeks, there are bound to
be aspects of leadership practice, organizational culture and team communication that
will not be revealed during my observations. Being an outsider may also limit what is
revealed to me. The team members may be guarded in their conversations around me,
especially in my initial observations.
• Lack of Resources
23. Conclusion
I would like to start the conclusion part by restating the hypothesis of my study. My hypothesis
was, “Although Airtel Bangladesh is leading the market of mobile telecommunication industry
with a sharp distance, and their customers are not yet adopted fully to digitalization. If AIRTEL
BANGLADESH does not take care of these change and another company enters the market with
similar offers, it will be difficult for Airtel Bangladesh to keep the current market share intact.”
From the analysis of the survey results and, it is clear that Airtel Bangladesh’s subscribers are
satisfied with airtel going digitalized. Recent research and literature demonstrate an increased
interest in the topic and studies show that digitalization is directly related to positive
organizational outcomes. This study was designed as an exploratory measure.
After doing this report I would like to conclude by saying that it had been a great experience for
me. Moreover the survey that I conducted gave us a stronger and more helpful knowledge about
the entire research. This report may contain few flaws yet I have tried my best to maintain
accuracy. My view, Business Communication helped us to learn about the various methods of
communication and how these methods are implemented in different organizations. I have
chosen a telecommunication organization as the subject of my report.
21
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25
Appendix
Appendix 1
Company Overvieew
Fact Sheet
Industry: Telecommunication
Founded: December 1, 2010 (Registration date)
Headquarters: House 34, Road 19/A, Banani, Dhaka 1213, Bangladesh
Key people: Chris Tobit (CEO), Abhay Seth (CSMO), SK Muphopadhyay (CFO),
Saad Ahmed (CTO), Rubaba Dowla (CSO), NoorMohammad(CHRO)
Products: Telephony, mobile telephony
Revenue: 117.213 billion (US$2.12 billion) (2012)
Operating income: 21.771 billion (US$394.06 million) (2012)
Net income: 18.282 billion (US$330.9 million) (2012)
Total assets: 856.142 billion (US$15.5 billion) (2012)
Total equity: 502.603 billion (US$9.1 billion) (2012)
Parent: Bharti Airtel 70% and Warid Telecom 30%
Website: http://bd.airtel.com/
Airtel’s Vision
“By 2015 airtel will be the most lodes brand, enriching the lives of millions”
Airtel’s Mission
To meet global Standards for telecom services that delight customers through:
• Customer Service Focus
• Empowers Employees
• Unified Messaginf Sloution
• Innovative products and services
• Error-free service delivery
26
Core Values
• Empowering People- to do their best
• Being Flexible – To adopt to the changing environment and evolving customer needs
• Making it Happen- by striving to change the status quo, innovate and energize new ideas
with a strong passion and entrepreneurial spirit
• Openness and transparency- with an innate desire to do good
• Creating Positive Impact-with a desire to create a meaningful difference in society.
Corporate responsibility
• Airtel Bangladesh limited promotes the employees to take judgment and devise the
industry - relationship process between the public and surroundings. Corporate Social
Responsibility in Airtel Bangladesh limited covers more public contact programs. The
spirit of Airtel’s dedication to CSR is surrounded in the ‘company Values’, which curtail
its warm seized idea. The ethics are:
• Respond to the needs of customers
• Expectation and Good result From employees
• Progress the services – resourcefully
• Visible and insightful in dealings with the shareholders
• morals, equality and life form will be proper
• conference and going away from submissive and lawful necessities
• Esteem greetings given towards shareholders and the public.
• Developing the atmosphere CSR way of life and pledge all through a three-split
approach:
• Engage with shareholders
• Guarantee the policies and performs to the Shareholders
• Conducting programs for employees, and for the public .In Bharti Airtel Limited, each
employee is aware to Corporate Social Responsibility issues and thus procedures are
prejudiced
27
Product and Services
• Products
Airtel offers subscription of two categories: Pre-Paid Subscription and Post-Paid
Subscription. Pre-Paid subscriptions are sub-divided into three plans:
Adda: Someone who l oves to keep i n touch wi th a cl ose group of
f ri ends. A person l i kes to browse the net when bored and make the most
of his/her time on phone. 'adda' will give themaximum fnf and all that at fantastic
rates.
Golpo: Someone who loves making long conversations, our 'golpo' package with 24 hrs
flat tariff to any number is something you will fall in love with. Talk to any number
anytime at a fixed flatrate
Kotha: Sharing every little moment with the ones user loves with airtel 'kotha'-the
package planwith 1 sec pulse from the very first second
Dolbol
Post-Paid subscription are sub-divided into two plans:
Airtel Exclusive - airtel exclusive offers flexible tariff plans which will help
users to explore a wide range of services and keep overall cost to a reasonable limit.
Airtel advantage- airtel advantage comes with an attractive flat tariff plan,
large close calling circle which makes communication simple.
Functions : Airtel Bangladesh Limited is divided if into thirteen functional areas. These are:
Customer Care
Supply Chain Management
Network
Operational Excellence
Human Resources & Administration
Sales
Information Technology
Corporate Affairs
Finance
Marketing
Legal & Secretarial
CEO Office
28
Corporate Assurance Group
Each function are divided into departments & teams depending on the size and business
deliverables.
Strategies Airtel’s Strategy is ‘Focus on core competencies and outsource the rest’.
Cost leadership Strategy
A firm gains cost leadership in an industry when its cost of production is lower and hat of its
competitors. Airtel has gain cost leadership by managing its processes and resources efficiently
and effectively. By bringing down its operational costs, airtel has offered its products and
services at lower prices. It has also earned higher profits because either the profit margins are
greater or the sales volume has increased.
Differential Strategy
The differential strategy adopted by the firms needs to process sufficient skills and abilities to
differentiate the product from that of the competitors based on attributes that allow the
consumers to perceive the product that as different from that of the competition. Some
differential strategy adopted by airtel are- Best service provider, good call center service in local
Product
Innovation
Core Competencies
Pricing
VAS
Product
Innovation
29
language, good service in remote areas, new initiatives like Google search on airtel live,
downloads, banking etc.
Marketing Strategy
Airtel provides both post-paid and pre-paid connection plans. The post-paid plan is branded and
marketed across the country under the name airtel Postpaid, which means leader or royalty.
The pre-paid segment is branded and marketed as airtel Prepaid. Airtel-Postpaid and
Airtel Prepaid user enjoy various value added services(VAS), such as SMS, MMS, GPRS,
64K SIM, Dual SIM product, Corporate packages for product advertising via SMS, and a host of
other features.
Symbol & logo: the unique symbol of company is an interpretation of the ‘a’ in Airtel. Th
ecurved shape & te gentle highlights on the red color make it warm & inviting, almost as if it
were a living object. It represents a dynamic force of un paralleled energy that brings it and its
customer’s closer. Company’s specially designed logo type is modern, vibrant and friendly. . I t
signals our resolve to be accessible, while the use of all lowercase is company’s recognition for
the need for humanity. Red is the color of energy & passion that express the dynamism that has
made airtel the success it is today.
Industry analysis
An Overview of Mobile industry and telecommunication industry in Bangladesh is in emerging
stage, experiencing robust growth. The mobile industry grew 50 percent in Bangladesh with
mobile users increasing from 53.83 million in J anuary 2010 to 80.91 million in September 2011.
Currently there are 6 mobile operators in Bangladesh. They are namely-
Grameenphone – J oint venture ownership 62%Telenor and 38%Grameen Telecom .
Banglalink – J oint venture with Orascom Telecom Co. originated from Egypt.
Robi – J oint venture between Telecom Malaysia Berhad TM and A. K. Khan& company limited
Airtel – Concern of Bharti Airtel Limited.
TeleTalk – Public limited company but 100% share have been owned by the government of
Bangladesh.
Citycell – J oint venture with SingTel Asia pacific investment Pvt. limited.
30
The total number of Mobile Phone subscribers has reached 93.788 million at the end of June
2012. The Mobile Phone subscribers are shown below:
Operators Active Subscribers
Grameen Phone Ltd. (GP) 39.293
Orascom Telecom Bangladesh Limited (Banglalink) 25.490
Robi Axiata Limited (Robi) 19.211
Airtel Bangladesh Limited (Airtel) 6.734
Pacific Bangladesh Telecom Limited (Citycell) 1.699
Teletalk Bangladesh Ltd. (Teletalk) 1.358
Total 93.788
*Subscribers in Millions
**The above subscribers' numbers are declared by the mobile operators
31
COMPETITIVE STRATEGY AND COM PETITIVE ANALYSIS
Comparative Industry Analysis (BCG Matrix)
BCG Matrix of cellular companies in Bangladesh
BCG Growth-Share Matrix
High Market Growth Gremeen Phone Banglalink / Airtel
Low Market Growth Robi / Citycel Teletalk
High Relative Market Share Low Relative Market Share
Cellular Market Share by BCG matrix
Gremeen Phone is the company which is associated with “Stars” in BCG matrix with high
market growth and high relative market share.
Airtel and Banglalink are the GSM cellular companies which are associated with “Question
marks” in BCG matrix as it exhibits high market growth and relatively low relative market share.
Robi is the GSM cellular company and Citycell the CDMA cellular company with low market
growth and high relative market share that’s why it is associated with “Cash Cows” in BCG
matrix.
Teletalk is the GSM cellular company with low market growth and low relative market share
that’s why it is associated with “Dogs” in BCG matrix.
32
Appendix?2
Data Analysis
Reliability test:
Scale: Target Group
Case Processing Summary
N %
Cases Vali
d
25 100.0
Excl
uded
a
0 .0
Tota
l
25 100.0
a. Listwise deletion based on all
variables in the procedure.
Reliability Statistics
Cronbach's
Alpha N of Items
.570 3
Scale: Technology
Case Processing Summary
N %
Cases Valid 25 100.0
Excluded
a
0 .0
Total 25 100.0
a. Listwise deletion based on all variables in
the procedure.
33
Reliability Statistics
Cronbach's
Alpha N of Items
.532 3
Scale: Internet
Case Processing Summary
N %
Cases Valid 25 100.0
Excluded
a
0 .0
Total 25 100.0
a. Listwise deletion based on all variables in
the procedure.
Reliability Statistics
Cronbach's
Alpha N of Items
.021 3
Scale: Social Media
Case Processing Summary
N %
Cases Valid 25 100.0
Excluded
a
0 .0
Total 25 100.0
a. Listwise deletion based on all variables in
the procedure.
34
Reliability Statistics
Cronbach's
Alpha N of Items
.608 3
Descriptive Statistics: Target Group
N Minimum Maximum Mean Std. Deviation
Do you think 18 years is the
perfect target group for airtel
brand?
25 1.00 3.00 1.9200 .86217
Do you think target group is
beneficial for airtel?
25 1.00 3.00 1.8400 .80000
Do u think airtel portrays
what target group wants?
25 1.00 3.00 1.4800 .71414
Valid N (listwise) 25
Descriptive Statistics: Technology
N Minimum Maximum Mean Std. Deviation
Do u think that because of
technology you can get easily
what airtel has to offer?
25 1.00 3.00 1.6800 .55678
Do you think you need to
change your technology in
every six months?
25 1.00 3.00 2.4000 .70711
Does airtel cope easily with
the technology you use?
25 1.00 3.00 1.5600 .65064
Valid N (listwise) 25
35
Descriptive Statistics: Internet
N Minimum Maximum Mean Std. Deviation
Do you think because of
internet airtel is able to get
more close to their customer?
25 1.00 3.00 1.6400 .75719
Do you think airtel’s internet
is more faster than the other
telecom internet?
25 1.00 3.00 2.0800 .64031
Is Internet the only reason
you use airtel?
25 1.00 3.00 2.3600 .63770
Valid N (listwise) 25
Descriptive Statistics: Social Media
N Minimum Maximum Mean Std. Deviation
Do you think social media
facilitates open
communication, leading to
enhanced information
discovery and delivery ?
25 1.00 3.00 1.5600 .65064
Do you think social media
expands market research?
25 1.00 3.00 1.4000 .57735
Do you think social media
may result in negative
comments from employees
about the company?
25 1.00 3.00 2.2800 .73711
Valid N (listwise) 25
36
Correlations
target_group
(1)
technology
(2)
Internet (3)
social_medi
a (4)
digitalization
(5)
target_group
variable 1
Pearson
Correlation
1 .090 .244 .012 .629
**
Sig. (2?tailed)
.669 .240 .955
**
.001
N 25 25 25 25 25
technology
variable 2
Pearson
Correlation
.090 1 .042 .166 .068
Sig. (2?tailed) .669
**
.843 .427 .747
N 25 25 25 25 25
Internet
variable 3
Pearson
Correlation
.244 .042 1 .326 .289
Sig. (2?tailed) .240 .843
.112 .161
N 25 25 25 25 25
social_media
variable 4
Pearson
Correlation
.012 .166 .326 1 .430
*
Sig. (2?tailed) .955 .427 .112
.032
N 25 25 25 25 25
digitalization
variable 5
Pearson
Correlation
.629
**
.068 .289 .430
*
1
Sig. (2?tailed) .001 .747 .161 .032
N 25 25 25 25 25
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
37
Regression:
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 1.000
a
1.000 1.000 .00000
a. Predictors: (Constant), social_media, target_group, technology,
internet
T-Test
Levene's Test for Equality of
Variances
F Sig.
target_group Equal variances assumed .050 .826
Equal variances not
assumed
technology Equal variances assumed .000 .999
Equal variances not
assumed
internet Equal variances assumed .334 .569
Equal variances not
assumed
social_media Equal variances assumed 3.978 .058
Equal variances not
assumed
38
Appendix-3
Survey questionnaire
1. Do you think 18 years is the perfect target group for airtel brand?
2. Do you think target group is beneficial for airtel?
3. Do u think airtel portrays what target group wants?
4. Do u think that because of technology you can get easily what airtel has to offer?
5. Do you think you need to change your technology in every six months?
6. Does airtel cope easily with the technology you use?
7. Do you think because of internet airtel is able to get more close to their customer?
8. Do you think airtel’s internet is more faster than the other telecom internet?
9. Is Internet the only reason you use airtel?
10. Do you think social media facilitates open communication, leading to enhanced
information discovery and delivery ?
11. Do you think social media Expands market research?
12. Do you think social media may result in negative comments from employees about the
company?
doc_711474494.pdf
Airtel Bangladesh Limited is one of the leading telecommunication company in Bangladesh. It is a concern of Bharti Airtel Limited, a leading global telecommunication company with operations in 20 countries across Asia and Africa.
“DIGITALIZATION OF AIRTEL BANGLADESH LIMITED”
by
Silvia Rouf
ID: 0920749
An Internship report presented in Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Business Administration
INDEPENDENT UNIVERSITY, BANGLADESH
May, 2013
“DIGITALIZATION OF AIRTEL BANGLADESH LIMITED”
By
Silvia Rouf
ID: 0920749
has been approved
May 2013
Hanif Mahtab
Senior Lecturer
School of Business
Independent University, Bangladesh
Letter of Transmittal
To
Hanif Mahtab
Senior Lecturer ,
School of Business
Independent University, Bangladesh
Subject: Submission of Internship report titled “Digitalization of Airtel Bangladesh Limited”
Dear Sir,
This is my great pleasure to submit my Internship report of my three month long Internship
program in Airtel Bangladesh Limited, Gulshan-2. The title of the report is “Digitalization of
Airtel Bangladesh Limited’’. This report has been prepared to fulfill the requirement of my
internship program at my assigned organization in the Airtel Bangladesh Limited.
I have put my best effort to make this report a successful one. It has been joyful & enlightening
experience for me to work in the organization & prepare this report. However this has been
obviously a great source of learning for me to conduct similar types of studies in the future.
I would like to express my sincere gratitude to you for your kind guidance & suggestions in
preparing the report. It would be my immense pleasure if you find this report useful &
informative to have an apparent perspective on the issue. I shall be happy to provide any further
explanation regarding this report if required & please do not hesitate to call me if you have any
query on this report or any other relevant matters.
Thank You and Best Regards
Silvia Rouf
ID: 0920749
Acknowledgement
Over the past few months I have had a wonderful experience full of challenges and satisfaction
over completing my internship and contributing significantly to one of the largest organizations
in Bangladesh.
First of all, I would like to thank all my all the honorable faculty members, who over the years
played a big role in grooming me into what I am today. I would especially like to thank my
Internship supervisor, Mr. Hanif Mahtab for being so supportive the entire time.
I am extremely grateful to everyone at Airtel Bangladesh Limited for being so warm in their
approach and for bestowing such responsibility on me all the while making me feel completely at
ease. They made the transition from student life to a working life extremely easy.
Finally, I would like to thank everyone who helped me in conducting my research by taking time
out of their busy schedules to discuss with me on the various issues. Without them I never would
have been able to complete my project. A special thanks to:
• Imran Aziz, head of marketing communication, Airtel Bangladesh Limited.
• Md.Mamun-Ar-Rashid, assistant manager marcom, Airtel Bangladesh Limited.
• Prianka Alamgir, senior executive marcom, Airtel Bangladesh Limited.
Executive Summery
Airtel Bangladesh Limited is one of the leading telecommunication company in Bangladesh. It is
a concern of Bharti Airtel Limited, a leading global telecommunication company with operations
in 20 countries across Asia and Africa. As a part of my under graduation program, I have
completed my internship in this organization. Throughout the period of my internship, I had been
working in the marketing communication team of the marketing department. Here I prepared this
research report on Digitalization of Airtel Bangladesh Limited. The main aim and objective of
this research was to identify the effects of direct and marketing communications through social
media on the adoption timing of going digitalized among existing and new customers. The report
will reveal the background of the company, description of the digitalization, findings and
recommendations based on the experience gathered.
The conceptual framework is the correlation study where I have shown the relationship between
the independent and dependent variable (digitalization). Most of the data was collected form
primary and secondary data. The data collection method was exploratory research. The sample
size of this research is 25 and the main target population was the employees of Airtel Bangladesh
Limited. Here the software of SPSS was used for data analysis.
My major responsibilities was to assist the marketing communication team mainly with social
media activities including web ads, web monitoring and site maintenance along with other
activities such as on ground activations and events, campaign execution, content development,
brainstorming sessions and other promotional activities like ATL and BTL marketing. . I had
been given access to the official social network pages. I was assigned to give new ideas
regarding the campaign execution and content development. Every day, one of my
responsibilities was to capture the number of reach of the users on social media pages and then,
disseminate those information to the team. On the other hand, I was assigned to keep a
database of the information collected. Alongside, I prepared note for approvals for various events
for the department.
However, after doing this report I would like to conclude by saying that it had been a great
experience for me. Moreover the survey that I conducted gave us a stronger and more helpful
knowledge about the entire research
Table of content
Chapter?1:
1. Introduction------------------------------------------------------------------------1
2. Background of the study---------------------------------------------------------2
3. Statement of the problem--------------------------------------------------------2
4. Objective of the study------------------------------------------------------------3
5. Literature review------------------------------------------------------------------3-5
6. Conceptual framework-----------------------------------------------------------5-6
7. Research questions and hypotheses--------------------------------------------6
8. Methodology----------------------------------------------------------------------7
9. Sampling design------------------------------------------------------------------7-8
10. Methods of collecting data------------------------------------------------------8
11. Analytical prove------------------------------------------------------------------9-11
12. Findings---------------------------------------------------------------------------12
13. Discussion-------------------------------------------------------------------------12-13
14. Recommendations---------------------------------------------------------------14
Chapter?2
15. Overview of the company------------------------------------------------------15-18
Chapter?3
16. My roles and responsibilities--------------------------------------------------19
17. Limitations ----------------------------------------------------------------------20
18. Conclusion-----------------------------------------------------------------------20
19. Reference------------------------------------------------------------------------21-24
20. Appendix 1----------------------------------------------------------------------25-31
21. Appendix 2----------------------------------------------------------------------32-37
22. Appendix 3----------------------------------------------------------------------38
1
Chapter 1
1. Introduction
Airtel Bangladesh Limited is a concern of Bharti Airtel Limited, a leading global
telecommunication company with operations in 20 countries across Asia and Africa. Airtel
values its marketing policies that are aimed at as the direct impact of the organizations marketing
team. The organization work to develop and nurture engagement by going digitalized. The aim
of this research is to find out the strategies and approaches that are taken by the organization to
develop social media through digitalization in Airtel Bangladesh Ltd.
Digitalization is the integration of digital technologies into everyday life by the digitization of
everything that can be digitized. It is the use of electronic devices such as computers, tablets,
smart phones to engage with customers. Internet marketing is a major component of digital
marketing. The marketing industry is undergoing a fundamental transformation. Customers are
increasingly shifting their attention from traditional media marketing to the Internet, wireless
devices, and other digital media. In the digital era the ubiquity of the internet, resources are
seemingly endless. However, digitalizing through branding online is pretty similar to branding
offline. The palette is different because the medium is reduced to a screen instead of a billboard
or a print advertisement, but the opportunity for messaging is the same. When a company takes
its business to the Web, an online brand usually serves as an extension of its offline presence and
so did Airtel Bangladesh limited through social media. Social media refers to the means of
interactions among the people in which they create, share, and exchange information and ideas in
virtual communities and networks. Social media depend on mobile and web-based technologies
to create highly interactive platforms.
2
2. Background of the study
Airtel is a leading telecommunication company in Bangladesh. Going digitalized was totally a
success for airtel because it was the fastest and easiest way to the brand recognize to its target
group through online branding that is through social media. The use of social media and social
networking websites is just one form of new media advertising that is gaining popularity and
changing the advertising landscape.
Social media and networking websites can be easily distinguished by the ability of their users to
interact with one another, exchanging information and engaging in discourse through electronic
devices such as a computer or cell phone. Airtel have taken notice of these online communities
and have begun hosting their own company-managed online communities centered on their
brands products and services. For example, there is a regular online contest in facebook fan page
of airtel which is known as “Airtel Buzz” which created a hype amongst the young generation.
In addition consumers are creating their own consumer-initiated online communities around the
brands they consume. These communities are providing companies and consumers with
additional channels of communication with which they can interact with one another.The old
distinctions of B to B and B to Consumers are not as meaningful anymore as everyone from the
janitor on up to the CEO is on Facebook, swapping news and stories with friends. Ultimately,
people do not buy from companies, they buy from people and social media can put a more
informal, hip and personal face on an otherwise impersonal company.
3. Statement of the problem
In order for telecommunication organizations to be successful they must be able to communicate
properly with their target group as it is always one of the most important and vital strategic areas
of an organization’s success. The study is conducted to identify the effects of direct and mass
marketing communications through social media on the adoption timing of going digitalized
among existing and new customers. The fact that a significant part of the customer base will
never adopt the new e-service.
4. Origin of the report
This report is prepared to fulfill the partial requirement of the Internship Program of the BBA
Program of Independent University of Bangladesh (IUB), supervised by Mr. Hanif Mahtab . The
attachment with the host organization Airtel Bangladesh Limited, began in J anuary 2013 and this
report has been prepared in alignment with the assigned job responsibility during that period.
3
5. Objective of the study
To analyze digitalization in detail and find out the adoption timing of going digitalized among
existing and new customers requirements so that the ground can be set for the development of
the comprehensive marketing plan for the digitalization of Airtel Bangladesh Limited.
6. Literature Review
Social Media Use
Social media are defined as “forms of electronic communication (as Web sites for social
networking) through which users create online communities to share information, ideas,
personal messages, and other content (as videos).”iv While there are different ways to
categorize social media, its typology is often based on the main function and purpose of use,
such as for micro blogging (e.g., Twitter), social networking (e.g., Facebook), collaborative
knowledge production and sharing (e.g., Wikipedia), multimedia sharing (e.g., YouTube),
and sharing reviews and opinions (e.g., social Q&A, user reviews).The advent of social
media has brought about significant impacts on daily life, not only changing the ways in
which people stay connected, but also presenting considerable opportunities and challenges.
It is already known that social networking sites (SNS) such as Facebook are widely used; in
fact, about 66% of online adults use SNS.vi College students are particularly heavy users of
social media.vii For example, one 2011 Pew report found that over 80% of the college
students surveyed used SNS With the increasing popularity of social media, they have
actively leveraged these online forums to communicate with users and to reach out to
potential audiences.
Muniz and O’Guinn (2001) first introduces the idea of an online brand community in their
2001 research paper Brand community. The authors define a branded community as ‘a
specialized, non-geographical bound community, based on a structured set of social relation
among admirers of a brand’ (p. 412). Brand communities are composed of people who
possess a social identification with others who share their interest in particular brand
(Algesheimer et al. 2005; McAlexander, Schounten and Koenig 2002).
4
Relationship between digitalization and target group:
J ang, Olfman, Ko, Koh, & Kim (2008) discuss the advantage and disadvantage of company –
managed brand communities through social media. Company-managed online communities
have the benefit of being able to provide detailed information regarding their products or
services. Though the website is managed by the company itself it is likely negative opinions
and unfavorable reviews will be blocked or removed. This can create the illusion to
community members that consumers hold a brand in higher regard than they actually do.
Relationship between digitalization and technology:
One of the challenges brought about by the advances in information and communication
technologies is the explosion of information sources and channels. Some studies have
investigated source selection across a host of information channels in everyday-life
information-seeking contexts. Source selection studies in general have revealed that students
prefer to use electronic sources to get information. These findings suggest that students are
likely to turn to social media as information sources, for social media are just as accessible as
other online resources and are as convenient and user-friendly as humans.
Wertz and Ruyter (2007) conducted a study to identify why customers contribute to online
communities. In their study the authors focused on examining online service, lsrgely focusing
on the exchange of information and peer-to-peer interaction (p.349). Wasko and Faraj’s
(2005) findings contribute to customers who are committed to online community who
contribute knowledge more frequently and provide more helpful answers. This indicates that
even though members in online communities do not know each other offline, and the
community operates in a commercial context, strong relationship between individual
members and to the collective as a whole develop.
5
Relationship between digitalization and internet:
Muniz and O’Guinn (2001) believe, in large degree, brands transcend geography because
media transcend geography. In fact, most of the rethinking of community has had to do with
the rise of mass media. Mass media demonstrated that virtually all of the hallmarks of
geographic community could be simulated, if not wholly or substantially replicated, in a
mass- mediated world. The changes in computer-mediated communication currently under
way are no different in this regard.
Relationship between digitalization and social media:
In addition to affecting communication, social media seem to have changed information-
seeking behaviors. Some studies suggest that customers may be using various social media
platforms in order to satisfy their everyday-life information needs. Such changes in
information-seeking behavior make it increasingly urgent to understand digital evaluation
and use of information obtained from social media. Algesheimer al. (2008) developed a
conceptual model of how customers’ relationship with the brand community influence their
intentions and behaviors. The authors describe how identification with the brand community
leads to positive consequences, such as greater community engagement, and negative
consequences, such as normative community pressure and reactance.
7. Conceptual Framework
Digitalization
Target Group
Technology
Internet
Social Media
6
Dependent Variable
• Digitalization
Independent Variable
• Target Group
• Internet
• Technology
• Social media
8. Research Question
• Is there any significant relationship between digitalization and target group in context of
Airtel Bangladesh Limited?
• Is there any significant relationship between digitalization and technology in context of
Airtel Bangladesh Limited?
• Is there any significant relationship between digitalization and internet in context of
Airtel Bangladesh Limited?
• Is there any significant relationship between digitalization and social media in context of
Airtel Bangladesh Limited?
9. Hypothesis of the study
• There is a significant relationship between the digitalization and target group in context
of Airtel Bangladesh Limited.
• There is a significant relationship between the digitalization and technology in context of
Airtel Bangladesh Limited.
• There is a significant relationship between the digitalization and internet in context of
Airtel Bangladesh Limited.
• There is a significant relationship between the digitalization and social media in context
of Airtel Bangladesh Limited.
7
10. Methodology
The project by nature was an exploratory one and thus the research for the most part was
exploratory as well. However, there will also be some descriptive research to go along with
that. The data used is a mix of primary data and secondary data.
Sources of Primary Data
The primary data was obtained by visiting research team, marcom team and agencies.The data
was collected by conducting interviews (phone & face-to-face) of the people who would be
experts in the field. The data was obtained by asking a set of pre-determined open ended
questions to satisfy the exploratory nature of the research so that a vast array of information can
be obtained.
Sources of Secondary Data
The secondary data mainly consists of data and information collected from records, company
websites and also discussion with the management of the organization. Secondary data was also
collected from journals, magazines and books.
11. Sampling design
Population
The population targeted for this research was mainly the employees and the direct conversation
with the target population who are the university students.
Sample Units
The sampling unit in case of this research consisted of the employees taken from the population
of Airtel Bangladesh Limited.
Sampling Frame
The sampling frame usually contains a list of elements from which the sample is drawn. The
survey has been conducted among different levels of employees representing industries like
manager, senior manager, etc.
8
Sample size
The sample size consisted of 25 respondents who are the employees of the company. Employees
may not reveal information through online survey due to confidentiality concerns.
12. Methods of collecting data
Employees are usually less in number at the same time corporate clients may not reveal
information through online survey due to confidentiality concerns. The questions were prepared
in such a way keeping their confidentiality concerns of the mind. Also because of time constraint
it was not possible to go to every employee and take the survey. Therefore data of this report was
collected through structured questionnaires from employees, who were asked by personal
interview with help of the respective senior manager of marketing communication division.
13. Data Analysis
Analysis can be done for both qualitative and quantitative data. Due to time constraints and many
other limitations, only Cross Sectional Study has been done to limit the research to a reduced
length as required by the internship program in the university. To analyze the data collected
in the survey through questionnaires, and the analysis was conducted mainly through the use of
SPSS Software.
9
14. Analytical prove:
Reliability test:
Variables No. of items Cronbach's Alpha
Target Group 3 .570
Technology 3 .532
Internet 3 .021
Social Media 3 .608
Interpretation
From the above chart we can depict that the three variables – target group, technology and social
media is >0.5 and the variable internet is <0.5. If a value is greater then 0.5 it means it is reliable
and if it is smaller than 0.5 than it means it is not reliable. So as we can see target group, technology and
social media is greater than 0.5 which means they are reliable and the data of the 3 questions of each
variable is reliable.
(Source: Perception of Power (book), chapter: 6, page: 149)
Descriptive Statistics:
Interpretation:
Target Group
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is 0.86217 among the N=25 sample size, q2 holds a mean value of
0.80000 for N=25 sample size and q3 holds a mean value of 0.71414 for N=25 sample size.
10
Technology
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is 0.55678 among the N=25 sample size, q2 holds a mean value of
0.70711 for N=25 sample size and q3 holds a mean value of 0.65064 for N=25 sample size.
Internet
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is .75719 among the N=25 sample size, q2 holds a mean value of
.64031 for N=25 sample size and q3 holds a mean value of .63770 for N=25 sample size.
Social Media
Descriptive statistics option measures the mean of the particular question in the whole data set.
Here it shows the mean of q1 is .65064 among the N=25 sample size, q2 holds a mean value of
.57735 for N=25 sample size and q3 holds a mean value of .73711 for N=25 sample size.
Correlations
Interpretation:
The analysis of the correlation matrix indicates that few of the observed relationships were very
strong.
Using correlation we can easily analyze the relationship between the variables. The information
that we got up on the table gives us idea about the relationship in three ways.
• Significance- if any data is having (***) it is an indication of highly significant (99.99%
significant), if the data consist (**) it is moderately significant (99% significant) and if
the data consist of (*) it is Significant (95% significant). Here we have a moderately
significant relationship in v1-v4, v1-v5, v2-v1, v5-v4 and others does not hold any
significant relationship.
• Strength - .0-.4 value shows there is a weak relationship, if the value is in-between .4-.7
moderately strong relationship and .7-1 got strong relationship. Here v1-v4 got
moderately strong relationship rest of them has weak relationship.
11
• Correlation – All the values here shows that they are all positively correlated.
The value 0.955 is positive number, if the variable is increased by one unit the other variable will
increase by +0.955. Also the value contents 2 star, so it means the relation between social media
and target group is moderately significant. 0.955 shows the strength is strong, high and marked.
We can explain other correlation in same way.
(Source: Perception of Power (book), chapter: 6, page: 133)
Regression:
Interpretation:
The regression function is used to measure relationship between the independent and dependent variables.
This can easily be expressed by a linear equation. Such as,
Y=C +RX
Where, Y =Dependent variable
C =Intercept
R =Slope
X=independent variable
Now here we got the R value is 1.000 which means if the X increases by 1 unit the Y will change by
1.000 units.
(Source: Perception of Power (book), chapter: 6, page: 152)
T-Test
Interpretation:
The independent sample T-test calculates the difference of the variables that may occur for
different groups. Here we have chosen the 4 Independent variables and two dependent variables
and wanted to see whether four independent variables defers for different gender.
Here the value shows that two of the variables value is >.05, Target Group .826>.05 that means
it differs and. Technology .999>.05 that means it also differs. Internet .569>.05 it also differs.
Only one variables value is <.05. So that means it’s not differs for different gender.
12
15. FINDINGS:
Bases on observation and interpretation I found some positive and negative side in Airtel
Bangladesh Limitation.
• Digitalization has helped Airtel to brand itself more closely to customers.
• The marketing strategy that airtel use for digitalization is more successful because it is
easy to track customers needs and wants.
• Though the website is managed by the Airtel itself it is likely that negative opinions and
unfavorable reviews will be blocked or removed. This can create the illusion to
community members that consumers hold a brand in higher regard than they actually do.
16. Discussion
The survey instrument was designed to measure participants’ levels of engagement through
social media on the adoption timing of going digitalized among existing customers. Explanation
for the overall level of participant engagement among those taking this survey is that the
organization was providing a core meaning of digitalization. In this survey, questions were asked
to find out how strong the relationship between independent and dependent variable are and
how fast Airtel could reach their customers through digitalization. Digitalization is the use of
electronic devices such as computers, tablets, smart phones to engage with customers. When a
company takes its business to the Web, an online brand usually serves as an extension of its
offline presence and so did airtel Bangladesh limited through social media. Social media refers to
the means of interactions among the people in which they create, share, and exchange
information and ideas in virtual communities and networks.
However through questionnaire respondents had a chance to express their views openly about
digitalization. Unfortunately, not many respondents had clear views about the questions and only
few responses were fit to be recorded. Also, some responses were found to be repetitive and
therefore only some responses were suitable to be presented as part of the analysis. After
analysis all the data by the use of spss the result shows that the correlation between this 5
variable is more or less moderately significant, significant and also the strength between the
variable is very strong, high and marked. From the regression I can define that the independent
variables can explain digitalization (dependent variable) by high percentage. After the reliability
test the result of all the variables shows that the Cronbach’s alpha for all variables is grater then
.5 which means all the questions are clear and reliable to the ordinance.
Thus the aforementioned scores from this study indicate that the management staff of Airtel
Bangladesh Ltd may be making a positive contribution on digitalizing Airtel. So, 1
st
of the
hypothesis regarding the approaches taken by Airtel is accurate. They have taken effective
13
approaches that keep the the existing customer to adopt digitalization. Here Airtel is trying to
hold their existing customers and try to fulfill needs of both existing and new customer. Airtel
being an organization of high stature, they believe that with the help of existing customers
support digitalization have taken the company to where it is now. In order to maintain high
quality work throughout the year, the employees are asked to give their feedbacks on events and
Airtel tries its best to improve their work. Going digitalized would not have totally been possible
without internet and social media. Both these independent variable has equally important role for
Airtel for which the company is where it is today. These variables gave a strong stage for the
company suddenly to grow very intensely in a very short period of time. It helps Airtel to get
clear picture of the existing position of the company and where the competitors are standing right
now.
However based on the feedback of surveys and departmental researches, it has been confirmed
that the Airtel is successful at going digitalized. it can be seen that advanced technology gave
Airtel the opportunity to grow one step ahead and get more closely connected to the target group
24/7. The involvement of customers on the web page and other social network gave a strong base
for the company. The company proudly affirms that it is the satisfaction of the online customers
that helped the company to become very successful in this short margin of time and
acknowledges the efficiency of the employees in their work which helped Airtel to be
digitalized. Social media is the convenient way that helped Airtel to get to its target group and
find out what the target group wants and why they prefer Airtel to use or made their first choice.
A survey was done in different universities and colleges to find out the target group’s preference.
Regular online activations and contests are being done so that the target group could participate
on the contest and win gifts that Airtel has best to offer. In this way it was easy for the company
to grab target groups attention online.
The research clearly points to certain undeniable facts. The strategy and recommendations that
have been chalked out will allow a focused and organized approach which will allow effective
and efficient marketing of the digitalization.In my research paper I followed the cross-sectional
study, which means collecting data ones from one particular sample size, due to time limitation it
was not possible to do the longitudinal study. If it was possible to do a longitudinal study the
research output could have been more accurate. I have tried my best to make this report as
informative, practical, reliable and relevant as possible. In preparation of this report, I have
reviewed few books, journals, articles from internet, taking few interviews and on the basis of
this available information. I drew a set of recommendation which I believe will help the
marketing communication department to improve their competence.
14
17. Recommendation
Though Airtel has taken effective approaches to develop digitalization, I recommend that they
develop to more advanced technologies, because digitalization varies and needs on continues
observation. An important implication from this finding is that the organization should continue
to invest in its digitalization initiative and other related programs in an effort to maintain the
strategy to hold on to the target customers. Directing resources toward this objective would
appear to be an effective investment for this organization. Implementing new strategies, giving
regular feedback on digitalization is necessary to maintain social media engagement.
15
Chapter-2
18. Company Overview
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services
providers with operations in India, Sri Lanka and Bangladesh. In J anuary 2010, Bharti Airtel
Limited acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-based Abu
Dhabi Group. Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand
the operations of Warid Telecom and have management and board control of the company. This
is the largest investment in Bangladesh by an Indian company. Dhabi Group continues as a
strategic partner retaining 30% shareholding and has its nominees on the Board of the Company.
The new funding is being utilised for expansion of the network, both for coverage and capacity,
and introduction of innovative products and services. As a result of this additional investment,
the overall investment in the company will be in the region of USD 1 billion. This is Bharti
Airtel’s second operation outside of India. The company launched its mobile services in Sri
Lanka in J anuary 2009 on a state-of-the-art 3.5G network. The company crossed the 1 million
customers mark within six months of launch on the back of innovative offerings as well as rapid
expansion of network coverage and distribution.
Through its global telecom operations Bharti group operates under the ‘Airtel’ brand in 19
countries across Asia and Africa– India, Sri Lanka, Bangladesh, Seychelles, Burkina Faso, Chad,
Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar,
Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda, and Zambia. In addition, the group
also has mobile operations in J ersey, Guernsey.
Marke
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17
The impact of Digitalization
Within 48 hours of launch of the latest brand campaign, the TVC has gone viral with 10,000
likes + 3800 shares making it the highest shared ad of Bangladesh.
Number of shares of the latest brand campaigns on facebook
The above bar graph shows the number of shares of the recent brand campaign TVC on
facebook. As we can see aitel has the highest number of shares.
8341
2494
2413
3315
1586
BCLI airtel Robi network Blink Brand Robi Desh Prem GP cholo bohudur
18
Organizational structure
Sanjay Kapoor
CEO (India & South Asia)
Manoj Kohil
JMD & CEO
(International Business
Group)
Devid Nishball
President
(Enterprise
Service)
Ajai Puri
Business
Director
(DTH Service)
Atul Bindal
President
(Mobile
Service)
K Srinivas
Joint President
(Telemedia
Services)
Shamini
Ramalingam
Directo
(Internal
Assurance)
Joyti Powar
Director
(Legal &
regulatory)
Krish
Shankar
Executive
Director
(Human
Resources)
Srikanth
Balachandar
Executive
Director
(Finance)
Amrita
Gangotra
Director (IT)
A Asikan
Executive
Director
(Supply Chain)
Joachim Hom
Executive
Director
(Network
service Group)
Sunil Bhrati Mittal
Chairman & Managing Director
19
Chapter-3
19. My job and responsibilities
During the month of J anuary to May 2013, I worked in Airtel marketing communication as an
internee. My association with this company was being a part of the Marketing Department. I
assisted the marketing communication team mainly with social media activities including web
ads, web monitoring and site maintenance along with other activities such as on ground
activations and events, campaign execution, content development, brainstorming sessions and
other promotional activities like ATL and BTL marketing.
It was a great experience for me and it helped me in realizing where my potential lies. What I
learnt at Airtel over the weeks was how to get along with the people that I have to work with
everyday, building relationships with people, building confidence and improving my
communication skills. This internship has also prepared me for my future career so this
internship has helped me a great deal. The experience has taught me responsibility, teamwork
and how to handle people in tough social situations. Even though the nature of work was quite
basic as an internee, nevertheless I got to see what practical life is. This internship overall has
been a great experience.
This report gives a profile of Airtel and an insight into marketing communication where I was
assigned to work. This report also reflects my learning and experiences at Airtel along with my
responsibilities and the tasks that I performed.
20. Limitations of my work
By being in the organization for only for four months, I found there was bound to aspects of
leadership practice, organizational culture and team communication that would not be revealed
during my observations. Being an outsider also limited what is revealed to me. The team
members guarded in their conversations around me, especially in my initial observations.
21. Function of the department
Marketing communications is essentially a part of the marketing mix. The marketing mix defines
the 4Ps of marketing and Promotion is what marketing communications is all about. It is the
message the organization is going to convey to the target market. The organization need to be
very particular about different messages that are going to convey through different mediums.
20
22. Limitations
The limitations faced in the course of this project were:
• Marketing communications required proper planning and time management to ensure that
campaigns are executed in a timely, strategic fashion. If the timing of one aspect of a
campaign is inaccurate, it could negatively impact the other aspects of the campaign,
resulting in skewed campaign results.
• By being in the organization for only four hours a week for five weeks, there are bound to
be aspects of leadership practice, organizational culture and team communication that
will not be revealed during my observations. Being an outsider may also limit what is
revealed to me. The team members may be guarded in their conversations around me,
especially in my initial observations.
• Lack of Resources
23. Conclusion
I would like to start the conclusion part by restating the hypothesis of my study. My hypothesis
was, “Although Airtel Bangladesh is leading the market of mobile telecommunication industry
with a sharp distance, and their customers are not yet adopted fully to digitalization. If AIRTEL
BANGLADESH does not take care of these change and another company enters the market with
similar offers, it will be difficult for Airtel Bangladesh to keep the current market share intact.”
From the analysis of the survey results and, it is clear that Airtel Bangladesh’s subscribers are
satisfied with airtel going digitalized. Recent research and literature demonstrate an increased
interest in the topic and studies show that digitalization is directly related to positive
organizational outcomes. This study was designed as an exploratory measure.
After doing this report I would like to conclude by saying that it had been a great experience for
me. Moreover the survey that I conducted gave us a stronger and more helpful knowledge about
the entire research. This report may contain few flaws yet I have tried my best to maintain
accuracy. My view, Business Communication helped us to learn about the various methods of
communication and how these methods are implemented in different organizations. I have
chosen a telecommunication organization as the subject of my report.
21
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25
Appendix
Appendix 1
Company Overvieew
Fact Sheet
Industry: Telecommunication
Founded: December 1, 2010 (Registration date)
Headquarters: House 34, Road 19/A, Banani, Dhaka 1213, Bangladesh
Key people: Chris Tobit (CEO), Abhay Seth (CSMO), SK Muphopadhyay (CFO),
Saad Ahmed (CTO), Rubaba Dowla (CSO), NoorMohammad(CHRO)
Products: Telephony, mobile telephony
Revenue: 117.213 billion (US$2.12 billion) (2012)
Operating income: 21.771 billion (US$394.06 million) (2012)
Net income: 18.282 billion (US$330.9 million) (2012)
Total assets: 856.142 billion (US$15.5 billion) (2012)
Total equity: 502.603 billion (US$9.1 billion) (2012)
Parent: Bharti Airtel 70% and Warid Telecom 30%
Website: http://bd.airtel.com/
Airtel’s Vision
“By 2015 airtel will be the most lodes brand, enriching the lives of millions”
Airtel’s Mission
To meet global Standards for telecom services that delight customers through:
• Customer Service Focus
• Empowers Employees
• Unified Messaginf Sloution
• Innovative products and services
• Error-free service delivery
26
Core Values
• Empowering People- to do their best
• Being Flexible – To adopt to the changing environment and evolving customer needs
• Making it Happen- by striving to change the status quo, innovate and energize new ideas
with a strong passion and entrepreneurial spirit
• Openness and transparency- with an innate desire to do good
• Creating Positive Impact-with a desire to create a meaningful difference in society.
Corporate responsibility
• Airtel Bangladesh limited promotes the employees to take judgment and devise the
industry - relationship process between the public and surroundings. Corporate Social
Responsibility in Airtel Bangladesh limited covers more public contact programs. The
spirit of Airtel’s dedication to CSR is surrounded in the ‘company Values’, which curtail
its warm seized idea. The ethics are:
• Respond to the needs of customers
• Expectation and Good result From employees
• Progress the services – resourcefully
• Visible and insightful in dealings with the shareholders
• morals, equality and life form will be proper
• conference and going away from submissive and lawful necessities
• Esteem greetings given towards shareholders and the public.
• Developing the atmosphere CSR way of life and pledge all through a three-split
approach:
• Engage with shareholders
• Guarantee the policies and performs to the Shareholders
• Conducting programs for employees, and for the public .In Bharti Airtel Limited, each
employee is aware to Corporate Social Responsibility issues and thus procedures are
prejudiced
27
Product and Services
• Products
Airtel offers subscription of two categories: Pre-Paid Subscription and Post-Paid
Subscription. Pre-Paid subscriptions are sub-divided into three plans:
Adda: Someone who l oves to keep i n touch wi th a cl ose group of
f ri ends. A person l i kes to browse the net when bored and make the most
of his/her time on phone. 'adda' will give themaximum fnf and all that at fantastic
rates.
Golpo: Someone who loves making long conversations, our 'golpo' package with 24 hrs
flat tariff to any number is something you will fall in love with. Talk to any number
anytime at a fixed flatrate
Kotha: Sharing every little moment with the ones user loves with airtel 'kotha'-the
package planwith 1 sec pulse from the very first second
Dolbol
Post-Paid subscription are sub-divided into two plans:
Airtel Exclusive - airtel exclusive offers flexible tariff plans which will help
users to explore a wide range of services and keep overall cost to a reasonable limit.
Airtel advantage- airtel advantage comes with an attractive flat tariff plan,
large close calling circle which makes communication simple.
Functions : Airtel Bangladesh Limited is divided if into thirteen functional areas. These are:
Customer Care
Supply Chain Management
Network
Operational Excellence
Human Resources & Administration
Sales
Information Technology
Corporate Affairs
Finance
Marketing
Legal & Secretarial
CEO Office
28
Corporate Assurance Group
Each function are divided into departments & teams depending on the size and business
deliverables.
Strategies Airtel’s Strategy is ‘Focus on core competencies and outsource the rest’.
Cost leadership Strategy
A firm gains cost leadership in an industry when its cost of production is lower and hat of its
competitors. Airtel has gain cost leadership by managing its processes and resources efficiently
and effectively. By bringing down its operational costs, airtel has offered its products and
services at lower prices. It has also earned higher profits because either the profit margins are
greater or the sales volume has increased.
Differential Strategy
The differential strategy adopted by the firms needs to process sufficient skills and abilities to
differentiate the product from that of the competitors based on attributes that allow the
consumers to perceive the product that as different from that of the competition. Some
differential strategy adopted by airtel are- Best service provider, good call center service in local
Product
Innovation
Core Competencies
Pricing
VAS
Product
Innovation
29
language, good service in remote areas, new initiatives like Google search on airtel live,
downloads, banking etc.
Marketing Strategy
Airtel provides both post-paid and pre-paid connection plans. The post-paid plan is branded and
marketed across the country under the name airtel Postpaid, which means leader or royalty.
The pre-paid segment is branded and marketed as airtel Prepaid. Airtel-Postpaid and
Airtel Prepaid user enjoy various value added services(VAS), such as SMS, MMS, GPRS,
64K SIM, Dual SIM product, Corporate packages for product advertising via SMS, and a host of
other features.
Symbol & logo: the unique symbol of company is an interpretation of the ‘a’ in Airtel. Th
ecurved shape & te gentle highlights on the red color make it warm & inviting, almost as if it
were a living object. It represents a dynamic force of un paralleled energy that brings it and its
customer’s closer. Company’s specially designed logo type is modern, vibrant and friendly. . I t
signals our resolve to be accessible, while the use of all lowercase is company’s recognition for
the need for humanity. Red is the color of energy & passion that express the dynamism that has
made airtel the success it is today.
Industry analysis
An Overview of Mobile industry and telecommunication industry in Bangladesh is in emerging
stage, experiencing robust growth. The mobile industry grew 50 percent in Bangladesh with
mobile users increasing from 53.83 million in J anuary 2010 to 80.91 million in September 2011.
Currently there are 6 mobile operators in Bangladesh. They are namely-
Grameenphone – J oint venture ownership 62%Telenor and 38%Grameen Telecom .
Banglalink – J oint venture with Orascom Telecom Co. originated from Egypt.
Robi – J oint venture between Telecom Malaysia Berhad TM and A. K. Khan& company limited
Airtel – Concern of Bharti Airtel Limited.
TeleTalk – Public limited company but 100% share have been owned by the government of
Bangladesh.
Citycell – J oint venture with SingTel Asia pacific investment Pvt. limited.
30
The total number of Mobile Phone subscribers has reached 93.788 million at the end of June
2012. The Mobile Phone subscribers are shown below:
Operators Active Subscribers
Grameen Phone Ltd. (GP) 39.293
Orascom Telecom Bangladesh Limited (Banglalink) 25.490
Robi Axiata Limited (Robi) 19.211
Airtel Bangladesh Limited (Airtel) 6.734
Pacific Bangladesh Telecom Limited (Citycell) 1.699
Teletalk Bangladesh Ltd. (Teletalk) 1.358
Total 93.788
*Subscribers in Millions
**The above subscribers' numbers are declared by the mobile operators
31
COMPETITIVE STRATEGY AND COM PETITIVE ANALYSIS
Comparative Industry Analysis (BCG Matrix)
BCG Matrix of cellular companies in Bangladesh
BCG Growth-Share Matrix
High Market Growth Gremeen Phone Banglalink / Airtel
Low Market Growth Robi / Citycel Teletalk
High Relative Market Share Low Relative Market Share
Cellular Market Share by BCG matrix
Gremeen Phone is the company which is associated with “Stars” in BCG matrix with high
market growth and high relative market share.
Airtel and Banglalink are the GSM cellular companies which are associated with “Question
marks” in BCG matrix as it exhibits high market growth and relatively low relative market share.
Robi is the GSM cellular company and Citycell the CDMA cellular company with low market
growth and high relative market share that’s why it is associated with “Cash Cows” in BCG
matrix.
Teletalk is the GSM cellular company with low market growth and low relative market share
that’s why it is associated with “Dogs” in BCG matrix.
32
Appendix?2
Data Analysis
Reliability test:
Scale: Target Group
Case Processing Summary
N %
Cases Vali
d
25 100.0
Excl
uded
a
0 .0
Tota
l
25 100.0
a. Listwise deletion based on all
variables in the procedure.
Reliability Statistics
Cronbach's
Alpha N of Items
.570 3
Scale: Technology
Case Processing Summary
N %
Cases Valid 25 100.0
Excluded
a
0 .0
Total 25 100.0
a. Listwise deletion based on all variables in
the procedure.
33
Reliability Statistics
Cronbach's
Alpha N of Items
.532 3
Scale: Internet
Case Processing Summary
N %
Cases Valid 25 100.0
Excluded
a
0 .0
Total 25 100.0
a. Listwise deletion based on all variables in
the procedure.
Reliability Statistics
Cronbach's
Alpha N of Items
.021 3
Scale: Social Media
Case Processing Summary
N %
Cases Valid 25 100.0
Excluded
a
0 .0
Total 25 100.0
a. Listwise deletion based on all variables in
the procedure.
34
Reliability Statistics
Cronbach's
Alpha N of Items
.608 3
Descriptive Statistics: Target Group
N Minimum Maximum Mean Std. Deviation
Do you think 18 years is the
perfect target group for airtel
brand?
25 1.00 3.00 1.9200 .86217
Do you think target group is
beneficial for airtel?
25 1.00 3.00 1.8400 .80000
Do u think airtel portrays
what target group wants?
25 1.00 3.00 1.4800 .71414
Valid N (listwise) 25
Descriptive Statistics: Technology
N Minimum Maximum Mean Std. Deviation
Do u think that because of
technology you can get easily
what airtel has to offer?
25 1.00 3.00 1.6800 .55678
Do you think you need to
change your technology in
every six months?
25 1.00 3.00 2.4000 .70711
Does airtel cope easily with
the technology you use?
25 1.00 3.00 1.5600 .65064
Valid N (listwise) 25
35
Descriptive Statistics: Internet
N Minimum Maximum Mean Std. Deviation
Do you think because of
internet airtel is able to get
more close to their customer?
25 1.00 3.00 1.6400 .75719
Do you think airtel’s internet
is more faster than the other
telecom internet?
25 1.00 3.00 2.0800 .64031
Is Internet the only reason
you use airtel?
25 1.00 3.00 2.3600 .63770
Valid N (listwise) 25
Descriptive Statistics: Social Media
N Minimum Maximum Mean Std. Deviation
Do you think social media
facilitates open
communication, leading to
enhanced information
discovery and delivery ?
25 1.00 3.00 1.5600 .65064
Do you think social media
expands market research?
25 1.00 3.00 1.4000 .57735
Do you think social media
may result in negative
comments from employees
about the company?
25 1.00 3.00 2.2800 .73711
Valid N (listwise) 25
36
Correlations
target_group
(1)
technology
(2)
Internet (3)
social_medi
a (4)
digitalization
(5)
target_group
variable 1
Pearson
Correlation
1 .090 .244 .012 .629
**
Sig. (2?tailed)
.669 .240 .955
**
.001
N 25 25 25 25 25
technology
variable 2
Pearson
Correlation
.090 1 .042 .166 .068
Sig. (2?tailed) .669
**
.843 .427 .747
N 25 25 25 25 25
Internet
variable 3
Pearson
Correlation
.244 .042 1 .326 .289
Sig. (2?tailed) .240 .843
.112 .161
N 25 25 25 25 25
social_media
variable 4
Pearson
Correlation
.012 .166 .326 1 .430
*
Sig. (2?tailed) .955 .427 .112
.032
N 25 25 25 25 25
digitalization
variable 5
Pearson
Correlation
.629
**
.068 .289 .430
*
1
Sig. (2?tailed) .001 .747 .161 .032
N 25 25 25 25 25
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
37
Regression:
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 1.000
a
1.000 1.000 .00000
a. Predictors: (Constant), social_media, target_group, technology,
internet
T-Test
Levene's Test for Equality of
Variances
F Sig.
target_group Equal variances assumed .050 .826
Equal variances not
assumed
technology Equal variances assumed .000 .999
Equal variances not
assumed
internet Equal variances assumed .334 .569
Equal variances not
assumed
social_media Equal variances assumed 3.978 .058
Equal variances not
assumed
38
Appendix-3
Survey questionnaire
1. Do you think 18 years is the perfect target group for airtel brand?
2. Do you think target group is beneficial for airtel?
3. Do u think airtel portrays what target group wants?
4. Do u think that because of technology you can get easily what airtel has to offer?
5. Do you think you need to change your technology in every six months?
6. Does airtel cope easily with the technology you use?
7. Do you think because of internet airtel is able to get more close to their customer?
8. Do you think airtel’s internet is more faster than the other telecom internet?
9. Is Internet the only reason you use airtel?
10. Do you think social media facilitates open communication, leading to enhanced
information discovery and delivery ?
11. Do you think social media Expands market research?
12. Do you think social media may result in negative comments from employees about the
company?
doc_711474494.pdf