Submitted To: Submitted By:

Mrs. Kavita Shukla Kanchan Sanyal

Mrs. Anurupa Singh (Section J, PGP 09-11)

TELECOM INDUSTRYTELECOM INDUSTRYDeals 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 PlayersState 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).

Vision 2020To build India's finest business conglomerate by 2020Supporting 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

AIRTELAIRTEL

COMPETITORSCOMPETITORS

• RELIANCE

• VODAFONE

• IDEA

• AIRCEL

SEGMENTATIONOn the basis of Geography

Divided Indian market in telecom circles.

Subdivided states into category A,B & C.

 

TARGETING

• Achievers• Productivity-Enhancer• 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.

STP - AIRTELSTP - AIRTEL

SWOT AnalysisSWOT AnalysisStrengths

Brand Equity Advertising Strategic Alliances Better service coverage Good Signal strength

Weaknesses

Infrastructure Knowledge Sharing among competitors Weak customer service CRM

Opportunities

3G Services Only service provider to support Black berry wireless solutions, iPhone Digital TV services In-house Infrastructure

Threats

Competition Vulnerable to recession Technological constraints

PEST AnalysisPEST AnalysisPOLITICAL• 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 AirtelBCG Matrix of Airtel

LOWHIGH

HIG

HLO

W

Threat from Competition

Customer Bargaining

Power

Threat of Substitutes

Supplier Bargaining

Power

Threat of New

Entrants

Ansoff Matrix Ansoff Matrix

PricePrice

ProductProduct• PREPAID• POSTPAID• BLACKBERRY• SMART PHONES• CALLINGCARDS

PRICEPRICE

PLACEPLACE• It has wide and extensive presence

even in the remotest areas• Airtel Customer Care Touch Points • Strong distribution channel

PROMOTIONPROMOTION• Airtel Jai Hind AD CampaignThe 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

PEOPLEPEOPLE• Dedicated and passionate workforce.• Has various attractive schemes and plans

for all the market segments.• Good and effective customer service.

PROCESSPROCESS• 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.

• Logo• Color• Factory

Outlet• Uniform• Offices• Service

Station• Ambience

PHYSICAL ENVIRONMENTPHYSICAL ENVIRONMENT

BLUEPRINT OF AIRTEL SERVICESBLUEPRINT OF AIRTEL SERVICES

Current PerformanceCurrent 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 HappeningsCurrent 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 KEY STRATEGIC OBJECTIVESOBJECTIVES

• 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 STRATEGIESFUTURE 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.

CONCLUSIONCONCLUSION

• 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 Got Questions ???Questions ???

ThankThankYouYou