misson & vission of airtel
TRANSCRIPT
VISION & MISSION OF AIRTEL
Group member name
Ramesh SharmaRamesh Sharma Kamlesh PatilKamlesh PatilRounak JainRounak Jain Narendra JainNarendra Jain
Submitted to Prof. Aslam
Type Public
Founded 1995 as Bharti Tele-Ventures [2]
Founder(s) Sunil Bharti Mittal
Headquarters
New Delhi, India
Key people Sunil Mittal(Chairman) & (CEO)
Industry Telecommunications
Products WirelessTelephoneInternetSatellite Television
Revenue ▲ US$ 6.73 billion (2008)
Net income ▲ US$ 1.59 billion (2008)
Total assets ▲ US$ 12.28 billion (2008)
Owner(s) Bharti Enterprises
Website Bharti GroupAirtel
VISION
“To be globally admired for telecom services that delight customers”
MISSION
Customer service focus Empowered employees Innovative services Cost efficiency
One of India’s leading private sector providers of telecommunications services
The company was the first private operator to provide mobile services in all the 23 circles in India
The number of telephone subscribers in India increased to 494.07 Million at the end of August-09 from 479.07 Million in July-2009, thereby registering a growth rate of 3.13%. With this, the overall Tele-density in India reaches 42.2
Total subscriber for airtel till aug. 2009 are107996533
The company complements its mobile, broadband & telephone services withnational and international long distance services. The company also has asubmarine cable landing station at Chennai, which connects the submarinecable connecting Chennai and Singapore
BACKGROUND OF
BACKGROUND OF
Recent Highlights 2005-2006 New structure created to take forward the corporate vision of making
Airtel the most admired brand by 2010 Manoj Kohli to be the President Of Bharti Airtel Joint Presidents appointed for three independent SBUs – K Krishnan
(Broadband & Telephone Services); Vinod Sawhny (Enterprise Services) and Sanjay Kapoor (Mobility)
Airtel Management Board Chaired by Manoj Kohli to consist of three Joint Presidents and Sarvjit Dhillon (Director -Finance & Business Integration), Jai Menon (Director IT & Innovation), Hemant Sachdev (Director, Marketing & Communication), Don Price (Director, Networks) for Bharti Airtel.
MARKETING VALUE
Matching Demand to Supply Just in Time Marketing Consumer win win approach Customer first thinking Market creation Trust & empathy
MARKETING PROCESS
& COMMUNICATION
INTERACTIVE Point of need
Communication Personalization Interactive Conversations
MARKET ANALYSIS
Customer delight
Measuring customer satisfaction, channel satisfaction, walk in feedback score
Marketing performance
Brand performance
CONSUMER APPROACH
Anticipates customers needs Transparent in dealing with customers Attending the problems of the customer before one’s own Creates energy & excitement at work Goes beyond tasks to attend the emotional needs of people
GSM Market Share
19.3%
2.6%2.9%4.0%2.8%
5.2%
24.0%
27.9%
11.2%
Bharti
BSNL
Hutch
Idea
BPL
Spice
Aircel
Reliance
MTNL
MARKET SEGMENTATION & POISITIONING
BASES OF SEGMENTATION
Geographical segmentation Demographic segmentation Behavioral segmentation
POSITIONING OF
A decade ago, Airtel positioned itself as an aspirational & lifestyle brand.
The target customer was clearly defined: elite upmarket, professionals & entrepreneurs.
Airtel’s power trip : logo was black with tagline “power to keep in touch”.
power to keep in touch
Airtel brand then aimed at leadership, be it in innovation, network, offering or service.
Tagline indicated it: “Airtel celebrates the spirit of leadership” & The first choice of corporate leaders”.
In 1999, communication changed from “power” to “Touch tomorrow”.
Touch Tomorrow
In 2002-2003 it was changed to “Live Every Moment” In 2003, Airtel adopted the “ Express Yourself “ positioning
which is also its current tagline.
BRAND IMAGE
Aggressive market expansion Functionality & Efficiency Physical presence People’s emotions
BRAND MANAGEMENT
Unlocking consumer scarcities
One to one, one to many relationships
Need for a trusted partner Consumer outsource
NEW PRODUCT DEVELOPMENT
Towering strength Meet requirement Developing applications
MARKETING ENVIRONMENT
Aim:- To create, capture n deliver value. They introduce cutting edge marketing management
which involves thinking & provide framework & strategies. Emphasize market leader. Cross cultural negotiation.
Pricing policy
Dynamic Pricing Multiple pricing Points. Value addition to customer. Freedom of choice.
MARKETING REVERSE SYSTEM
Process Organization Mass Customization Sector Destruction Integrated Solutions Integrated Business Design Consumer Spaces Social Responsibility