Submitted To: Submitted By:

Mrs. Kavita Shukla Kanchan Sanyal

Mrs. Anurupa Singh (Section J, PGP 09-11)
TELECOM INDUSTRY
Deals with the activities and services of electronic
system for transmitting messages through cables,
telephone, mobile-phones, radio or television.
Telecom Segments:
> Wire line Services
> Wireless service

Major Players: 3 Major Players

State owned companies (BSNL and MTNL)
•Private Indian owned companies (Reliance
Infocomm, Tata Teleservices)
•International invested companies (Hutchison-Essar,
Bharti Tele-Ventures, Escotel, Idea Cellular, BPL
Mobile, and Spice Communications).
 AIRTEL
Vision 2020
To build India's finest business conglomerate by 2020
Supporting education of underprivileged children through Bharti Foundation
Strategic Intent:
To create a conglomerate of the future by bringing about “Big Transformations
through Brave Actions.”

Mission
We will meet the mobile communication needs of our customers through :
Error-free service delivery.
Innovative products and services.
Cost efficiency.
Values
We will always put our customers first. We will always trust and respect each other.
We will respect our associates as we respect each other. We will work together through
a process of continuous improvement
COMPETITORS

• RELIANCE

• VODAFONE

• IDEA

• AIRCEL
 STP - AIRTEL
SEGMENTATION TARGETING
On the basis of Geography
• Achievers
Divided Indian market in telecom circles. • Productivity-Enhancer
Subdivided states into category A,B & C. • Social Callers

POSITIONING
• Tagline- “ EXPRESS YOURSELF ”.
• 3rd largest wireless operator in the world
• Largest private integrated telecom company in India
• 6th largest integrated telecom operator in the world
• Airtel decided that the brand should always connote leadership - be it in
network, innovations, offerings or services.
SWOT Analysis
Strengths Weaknesses

 Brand Equity  Infrastructure

 Advertising  Knowledge Sharing
 Strategic Alliances among competitors
 Better service coverage  Weak customer service
 Good Signal strength  CRM

Opportunities Threats

 3G Services  Competition
 Only service provider to  Vulnerable to recession
support Black berry wireless  Technological
solutions, iPhone constraints
 Digital TV services
 In-house Infrastructure
 PEST Analysis
POLITICAL
• 74% FDI Investment
• Lack of Transparency in Spectrum
& License Allocation
• 3G Policy & MNP still Pending
ECONOMICAL
• GDP growth rate - Averaged
around 7.9 % from 2002-2008
• Rising Tele-density – Target of
45% by 2010
• Growing per capita
income/disposable Income
• Falling Handset Prices
• Moderate inflation levels which
were prevalent during the past 7
years – around 5-6%
SOCIAL
•Demand for VAS & Broadband
services Among Youth
•28 % Urban Population
•Rapid Urbanization
•Rising Income level
 
TECHNOLOGICAL
•CDMA – Already there are big
players in this segment Reliance
, Tata
•3G – Value added services
potential still to be tapped fully
•2G/3G – GSM Currently
commands 70% of mobile
subscribers in India
BCG Matrix of Airtel
HIGH
LOW

HIGH LOW
 Customer
Bargainin
g Power

Threat of Threat Threat of

from
New Competitio Substitut
Entrants n es

Supplier
Bargainin
g Power
Ansoff Matrix
 Product
• PREPAID
• POSTPAID
• BLACKBERRY
• SMART PHONES
• CALLINGCARDS

Price

PRICE
 PLACE
• It has wide and extensive presence even in
the remotest areas
• Airtel Customer Care Touch Points
• Strong distribution channel

PROMOTION
• Airtel Jai Hind AD Campaign
The focus was to cash in on the Independence Day
fever. The USP was very clear, feel proud of your
country and by extension, Brand Airtel.
•Leadership campaign
•Quality time campaign
•Magic Dalo
•Say Hello Launch campaign
•Magic Hai to Mumkin Hai campaign
 PEOPLE
• Dedicated and passionate
workforce.
• Has various attractive schemes
and plans for all the market
segments.
• Good and effective customer

PROCESS
service.

• Process for availing services is

very easy and customer can avail
it very easily.
• 121 is the customer support no.
which can be dialed from
anywhere in India.
PHYSICAL ENVIRONMENT

• Logo
• Color
• Factory Outlet
• Uniform
• Offices
• Service Station
• Ambience
BLUEPRINT OF AIRTEL SERVICES
 Current Performance
• Bharti Airtel has enjoyed an excellent run ever since the
telecom sector opened.
• It has managed to hold on to its leadership position inspite of
the presence of other players with deep pockets – Ambani’s,
Tata’s, Birla’s and Vodafone.
• Has coped well with regulatory changes.

• Continues to attract and delight customers.

 Current Happenings
• Dow Jones and Bharti Airtel Partner for Launch of The Wall Street Journal
India Mobile
• Airtel Broadband - official Broadband Sponsor of Cricket on YouTube
• Bharti Airtel makes its Media & Entertainment debut – launches Digital Media
Business
• Bharti Airtel Completes Deployment of the Bangalore Traffic Police
Enforcement Automation System on BlackBerry Smartphones
• Bharti enters into exclusive discussions with Zain for the acquisition of Zain
Africa BV
 KEY STRATEGIC
OBJECTIVES
• Sustain revenue share in mobile profitably

• Achieve deeper penetration in home and SMB

• Product & vertical focus to gain Client Revenue Market Share

(CRMS) in Enterprise business
• Become a benchmark in customer experience through service
quality & innovation
• Build a robust leadership pipeline to support growth

• Benchmark in cost efficiency & productivity

 FUTURE STRATEGIES
• Translate its expertise in Indian markets to other emerging economies.

• This could call for acquisitions globally.

• Technology leadership is a must – Airtel must ensure that its reliance

on GSM technology does not render it obsolete.

• Indian market in-spite of being the worlds largest is still not matured.
Opportunities abound in the hinterland which must be exploited.
 CONCLUSION
• Life of Every Indian, Winning at every moment of truth

• Most successful brand in India with largest market share.

• Success is based on three pillars- connectivity, affordability and

innovation. The core is connectivity, i.e. the network

• Doesn’t promote its product always by celebrities.

• Pre paid services are more expensive than post paid service .
Got Questions ???
Thank
You