Airtel Marketing Strategies

7/31/2019 Airtel Marketing Strategies

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EXECUTIVE SUMMARY

This report on Bharti Airtel is done to find out certain objective

regarding the strategic approach Adopted by Airtel to stand strongly

in the competitive telecom market. Airtels marketing strategies are

analyses using various models like SWOT analysis, BCG Matrix,

Ansoffs matrix, porters five forces etc.

The outcomes of these models are properly analyzed to

find out the various aspects like companies position and competitors

position in the market.

This report on Airtel not just give description about the

company but it also talks about the various marketing strategy

adopted by the company.

SWOT analysis of Airtel helps to find out the weak points

of the company and to find out the way to overcome this problem.

Similarly with the help of Ansoff matrix it can be finding

that what are the different strategic options available to the company

under the different market condition. and to find the answer that

why company is looking for overseas market like Nigeria and

Seychelles.


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TELECOMMUNICATION MARKET IN INDIA

The Ind ia n te le c o mm uni c a ti o ns Network with 250m

t e le p ho ne c o nne c ti o ns i s the fifth l a rg e s t in the world

and is the second la rg e s t among the e m e rg ing

e c o nom ie s of A s ia . Today it is the f a s t e s t growing

market in the world and represents uni q ue

opportunities for UK c o m p a ni e s in the s ta g nant g lo b a l

s c e na r io . Tele-density, which was languishing at 2% in

1999, has s ho wn a n im p re ss iv e jum p to 9.5% in 2006 and

10.5% in 2007 and is set to inc rea s e to 20% in the next

five y ea rs beating the Govt. target by thr ee y ea rs .

A cc or d ing ly , Ind ia re q ui re s inc re m e nta l inv e s tm e nts of

USD 20-25 bln for the next five y ea rs .

Pr iv a te o p e ra to rs have . made . m o b ile . te le p ho ny . the

f a s te s t growing (over 164% p.a.) in Ind ia . With more

tha n 33 million us e rs (b o th CDMA and GSM), wireless

is the principal growth e ng ine of the Ind ia n t e le c o m

industry. Given the cur re nt growth tr e nd s , cellular

c o nne c ti o ns in Ind ia will s ur p a ss fixed line by l a t e .

2004/early 2005. Inte ns e c o m p e titi o n between the

four m a in p r iv a te g ro up s - Bharti, V o d a f o ne , Ta ta and

Re lia nc e and with the S tate s e c to r incum b e nts -BSNL


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and AIRCEL has b ro ug ht about a s ig ni f ic a nt drop in

tariffs. T he re has been a lm o s t 74 % in cell p ho ne

c ha rg e s , 70% in ILD c a lls and 25% drop in NLD charges,

re s ul ti ng in a boom ti m e for the c o ns um e rs .

The Government has p la y e d a key e n a b ling ro le by

d e re g ul a ti ng a nd liberalising the industry, u she r ing in

c o m p e titi o n and p a v ing the way f or growth. While

there wer e re g ul a to ry irregularities earlier, re s ul ti ng in

liti g a ti o n, thes e ha v e all been a dd re ss e d now. Customs

d uti e s on hardware a nd m o b ile h a nd s e t s ha v e been

reduced from 14 percent to 5 p e rc e nt.

The Ind ia n government has merged the IT and

Te le c o m Ministries to speed up reforms .and d e c is io n

on the Communication Convergence Bill

to e n a b le the c o mm o n re g ul a ti o n of the Inte rnet,

b ro a d c a s ti ng and te le c o m s will be ta k e n a f te r the new

Government a ss um e s responsibilities in may thi s year.

A n ind e p e nd e nt re g ul a to ry body (TRAI) and d is p ute

s e ttl e m e nt body (TDSAT) i s fully f unc ti o na l.


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INDIAN CELLULAR MARKET

The Bharti Group, which operates in 23 circles, continues

to be the country's largest cellular operator, with 50 lakh

subscribers. BSNL, which operates in 22 circles, has a

subscriber base of 37 lakh subscribers. Thus BSNL

stands second largest cellular operator in terms of

subscriber base at the end of the fiscal ending March 31,

2007, displacing Vodafone from the second position.

Vodafone, which operates in only eighteen circles, is the

third largest operator with a subscriber base of 32 lakh.

Unlike fellow public sector undertaking, AIRCEL, which

operates in Mumbai and Delhi, BSNL has been a very

aggressive player in the market. "Cellular operators who

expected BSNL to go the AIRCEL way, were taken by

surprise and did not take effective steps to counter it,

till it was too late in the day," said a telecom analyst.

Belying fears of a slowdown in cellular subscriber

acquisitions, the cell club has reported a 7.92% growth, the

highest growth in any month so far, during March 2005.

Year-on-year, the cellular subscriber base in the country

has almost doubled in March 2005, and is expanding at


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the rate of 25% per year thereafter.

The cellular subscriber club expanded by 21.31 lakh last

month. This is much higher than 5.9 lakh subscribers

added in February 2005 and 2.13 lakh in January 2005.

Idea, which operates in Seven circles, is the fourth

largest operator with a subscriber base of 17.80 lakh,

higher than BPL's 11.31 lakh subscribers across four

circles. The subscriber numbers per operator drop sharply

with the sixth largest operator, Spice Communications,

having a subscriber base of 9.40 lakh, followed by

Reliance Telecom's 8.9 lakh subscribers.

AIRCEL is the ninth largest operator, with a base of

8.32 lakh subscribers.

While the subscriber base-jumped by 3.38% to 44.39 lakh

in the metros, subscriber base of category A circles of

Maharashtra, Gujarat, Andhra Pradesh, Karnataka and

Tamil Nadu jumped by 10.18 % to reach 43.64 lakh.

Category B circles of Kerala, Punjab, Haryana, Uttar

Pradesh (West), Uttar Pradesh (East), Rajasthan, Madhya

Pradesh and West Bengal recorded a jump of 10.69%, with

a total base of 33.74 lakh subscribers. Circle C has reported

12.74 % growth with subscriber numbers jumping to 5.08


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lakh.

Among the metros, while Mumbai added 1,63,180

subscribers, higher than the 1,58,646 added by Delhi, the

Capital's cellular subscriber base of over 80 lakh is still

higher than Mumbai's 66.89 lakh. While the cellular

industry has been on roll for the first three quarters of the

previous financial year with an average of 16.75 lakh

monthly additions in the third quarter, the first two

months of 2007 had seen the growth slowing d o wn.


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INTRODUCTION (Company overview) ...

Incorporated on July 7, 1995, Bharti Airtel Ltd is a division of Bharti

Enterprises. The businesses of Bharti Airtel are structured into two

main strategic groups - Mobility and Infotel. The Mobility business

provides GSM mobile services in all 23 telecommunications circles in

India, while the Infotel business group provides telephone services

and Internet access over DSL in 15 circles. The company complements

its mobile, broadband, and telephone services with national and

international long-distance services. The company also has a

submarine cable landing station at Chennai, which connects the

submarine cable connecting Chennai and Singapore. Bharti Tele-

Ventures provides end-to-end data and enterprise services to

corporate customers by leveraging its nationwide fibre- optic

backbone, last mile connectivity in fixed-line and mobile circles,

VSATs, ISP and international bandwidth access through the gateways

and landing station. All of Bharti Tele-Ventures' services are provided

under the Airtel brand.

As of September 2011, Bharti Tele-Ventures was the only company to


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provide mobile services in all 23 telecom circles in India.

By the end of July 2012, Bharti Tele-Ventures was serving more than

14.74 million GSM mobile subscribers and 1.10 million broadband

and telephone (fixed line) customers.

The equity shares of Bharti Tele-Ventures are currently listed on the

National Stock Exchange of India Ltd (NSE) and the Stock Exchange,

Mumbai (BSE). The main shareholders of Bharti Tele-Ventures were:

Bharti Telecom Ltd (45.65%), a subsidiary of Bharti Enterprises;

Singapore Telecom (15.69%), through its investment division

Pastel Ltd; and, Warburg Pincus (5.65%), through its investment

company Brentwood Investment Holdings Ltd). Other shareholders

with more than a 1% stake were: Citi Group Global Markets

Mauritius Pvt Ltd (2.99%); Europacific Growth Fund (2.04%); Morgan

Stanley & Co International Ltd (1.93%); CLSA Merchant Bankers Ltd

A/C Calyon (1.33%); Life Insurance Corporation of India (1.34%);

and, The Growth Fund of America Inc (1.11%).

Sunil Bharti Mittal, the founder-chairman of Bharti Enterprises

(which owns Airtel), is today, the most celebrated face of the telecom

sector in India. He symbolises the adage that success comes to those

who dream big and then work assiduously to deliver it. Sunil Bharti


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Mittal began his journey manufacturing spare parts for bicycles in the

late 1970s. His strong entrepreneurial instincts gave him a unique

flair for sensing new business opportunities. In the early years, Bharti

established itself as a supplier of basic telecom equipment. His true

calling came in the mid 1990s when the government opened up the

sector and allowed private players to provide telecom services.

Bharti Enterprises accepted every opportunity provided by this new

policy to evolve into India's largest telecommunications company and

one of India's most respected brands. Airtel was launched in 1995 in

Delhi. In the ensuing years, as the Airtel network expanded to

several parts of India, the brand came to symbolise the very

essence of mobile services.


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PRODUCTS

Airtel provides a host of voice and data products and services,

including high- speed GPRS services. Airtel also offers a wide array

of 'postpaid' and 'prepaid' mobile offers, with a range of tariff

plans that target different segments. A comprehensive range of

value-added, customised services are part of the unique package

from Airtel. The company's products reflect a desire to

constantly innovate. Some of these are reflected in the fact that Airtel

was the first to develop a 'single integrated billing system'.

Airtel comes to you from Bharti Airtel Limited - a part of the biggest

private integrated telecom conglomerate, Bharti Enterprises. Bharti is

the leading cellular service provider, with an all India footprint

covering all 23 telecom circles of the country. It has over 21 million

satisfied customers. Bharti Enterprises has been at the forefront of

technology and has revolutionized telecommunications with its

world class products and services. Established in 1976, Bharti

has been a pioneering force in the telecom sector with many firstsand innovations to its credit. Bharti has many joint ventures with

world leaders like Singtel (Singapore Telecom); Warburg Pincus,

USA; Telia, Sweden; Asian infrastructure find, Mauritius;


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International Finance Corporation, USA and New York Life

International, USA. Bharti provides a range of telecom services,

which include Cellular, Basic, Internet and recently introduced

National Long Distance. Bharti also manufactures and exports

telephone terminals and cordless phones. Apart from being the

largest manufacturer of telephone instruments in India, it is also the

first company to export its products to the USA.

Airtel's journey to leadership began in Delhi in 1995. Since then,

Airtel has established itself across India in sixteen states covering a

population of over 600 million people. Airtel will soon cover the

entire country through a process of acquisitions and green field

projects. With a presence in over 1,400 towns, Airtel today has the

largest network capacity in the country.

In the last nine years Airtel has achieved many firsts and unique

records: it was the first to launch nationwide roaming operations, it

was the first to cross the one million and the five million customer

marks. It was also the first to launch services overseas.

There are other 'firsts' credited to Airtel - many of them in the area of

innovative products and services. Today, Airtel innovates in

almost everything that it presents to the market. An excellent


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example is Easy Charge - India's first paperless electronic

recharging facility for prepaid customers. As evidence of its fine

record, Airtel has also been conferred with numerous awards. It won

the prestigious Techies Award for 'being the best cellular services

provider' for four consecutive years between 1997 and 2000 - a record

that is still unmatched. And in 2003, it received the Voice & Data

Award for being 'India's largest cellular service provider', amongst

others.

As part of its continuing expansion, Airtel has invested over Rs. 1,065

billion in creating a new telecom infrastructure. In 2003/04, Bharti

Tele-Ventures earned a gross profit of Rs. 16 billion on revenues of

Rs. 50 billion.


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CORPORATE STRUCTURE OF AIRTEL

AIRTEL SERVICES


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A ir t e l P r e p a id

Airtel Pre p a id, the Ready Cellular Card from A ir te l comes to you

f ro m Bha r ti Ente rp r is e s , Ind ia ' s leading inte g rate d te le co m

s e rv ice p ro v id e r . Going m o b ile with A ir te l P re p a id is a new way of

life. With a ho s t o f g rea t f ea tur e s , a ls o s imp le to us e , A ir te l

P re p a id m a k e s e v e ry thi ng tha t y o u d rea m t and b e lie v e d,

p o ss ib le .

T o t a l Co s t Co n t r o l

Yo u can control your A ir te l Pre p a id like never before. No more

re nta ls o r d e p o s its simply re c ha rg e as much as you need to

from as low as Rs. 10, to as high as Rs. 10,000 / -.

Pre a ct iv a t e d S T D / I S D w it h o u t d e p o s it s or r e n t a ls Yo u can

now enjoy a p re -a c ti v ate d STD/ISD on your A ir te l Pre p a id. No

more p a y ing d e p o s its o r h a v ing a minimum b a la nc e in your

account to make an STD/ISD c a ll. Hassle-free c a lls are here to

s t a y !

Strong Network Co v e r a g e

Enjoy c o mp lete c la r ity when calling with A ir te ls world-class

te c hno lo g y a nd unb rea k a b le network coverage tha t spans o v e r

23 c irc le s a cr o ss the c o untr y .

I n s t a n t Balance and V a lid it y En qu ir y

Your account b a la nc e is upd ate d on the screen of your ha nd s e t

at the end o f ea c h c ha rg ea b le call. Yo u can a ls o call 123 from


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your m o b ile p ho ne a nd lis te n to the v o ic e announcement or

simply dial *1 23 # , p re ss ' OK ' or ' YES ' b utto n and your account

b a la nc e will be d is p la y e d on the screen of y o ur ha nd s e t.

R e ch a r g e your Airtel P r e p a id

Recharging is Easy. The calling v a lue on your card keeps

re duc ing a s you make c a lls or us e any other c h a rg ea b le s e rv ice .

Choose the A ir te l Pre p a id Re c h a rg e Coupon that s r ig ht for you,

from a v a r ie ty of ta ilo r made re c ha rg e co up o ns with d iff e re nt

denominations, which are a v a ila b le at a number of o utl e ts a cr o ss

your c ity. Simply follow the p ro c e dur e m e nti o ne d b e lo w, to

re c ha rg e your p ho ne .

Prepaid R o a m in g

Airtel Pre p a id comes p rea c ti v ate d with ' Na tio na l Ro a m ing ' , so

you s ta y connected no matter wherever you are. Yo u can a ls o

send or re ce iv e MM S, check your e m a il and a cc e ss other GPRS

s e rv ice s while ro a m ing in Ind ia a s you would in your own c ity.

While tr a v e ling abroad you can re c e iv e ca lls & send or re ce iv e

S M S.

Ot h e r S e r vic es

Airtel brings you, a wide ra ng e of Se rv ic e s tha t will c h a ng e the way

y o u c o mm uni c ate . Try them and d is co v e r a whole new world of

fun a nd e x c ite m e nt.

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Call management S e r vic es

Call waiting, call hold, call d iv e r t and Caller L ine Id e nti f ic a tio n

P re s e nta tio n all with your A ir te l p re p a id c o nne c tio n.

Voice M a il

When your ha nd s e t is s wi tche d off, or yo u re too busy to a ns wer

the p ho ne , A ir te l V o ice m a il will answer your c a lls and record a

m e ss a g e . The best p a r t is th a t there's no e x tr a m o nthl y cost for

s e tting up V o ic e m a il - you just pay f o r the p ho ne call when you

us e the s e rv ic e .

SMS (Short M ess a g in g S e r v ice )

Send m e ss a g e s quickly and easily u s ing text, if i t' s too noisy to

talk or y o u don't ha v e much ti m e . It' s the way to share tho s e

inte re s ti ng o ne -line rs , imp o r ta nt re m ind e rs and rib-tickling jo k e s ,

with a nyo ne , a nyti m e , anywhere in the wo r ld.

Sub s cr ip t io n A le r t s

Get re g ul a r a le r ts on n e ws , jo k e s , b us ine ss , he a lth and films on

your A ir te l m o b ile p ho ne with Subscription Se rv ic e s . SMS to 3333 for Ne ws , for Jo k e s , for

Business News, for Sp o r ts A le r ts & 

for V aa s tu ti p s .


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MMS ( M u lt i-m e dia M ess a g in g S e r v ice ) :

Ja zz up your m e ss a g e s with p ic tur e s , im a g e s and v id e o clippings,

with MM S from A ir te l! To a c ti v ate MMS on your p ho ne , SM S

' MM S ' to 56465 and save s e rv ice s e tting s .

Airtel L iv e !

Make your m o b ile the most h a pp e ni ng e nte r ta inm e nt d e s ti na tio n

with A ir te l L iv e ! A ir te l brings you the l ate s t in e nte r ta inm e nt and

information s e rv ice s , r ig ht on your p ho ne !

Airtel L iv e ! WAP S e r vic es : Download the l ate s t r ing to ne s ,

g a m e s , w a llp a p e r s , v id e o s and much more. Yo u can a ls o get

news clips, w a tc h liv e TV and d o wnl o a d full s o ng s on you p ho ne .

To get A ir te l L iv e ! s e tting s o n your p ho ne , SMS ' L iv e ' to 56465

and save the s e tting s tha t y o u re c e iv e as your p re f e rr e d

c o nne c tio n. A ir te l L iv e ! Portal can b e a cc e ss e d from you GPRS

e na b le d p ho ne , by s e nd ing a SMS ' FUN ' to 56465.

Airtel L iv e ! Voice S e r vic es : Jus t Dial 56465, and name the

s e rv ice . Fo r e.g. say r ing to ne s to d o wnl o a d your f a v o r ite r ing

to ne s . Yo u can a ls o cho o s e a v a r ie ty of content o p tio ns like L iv e

Cricket Co mm e nta ry , l ate s t National / Inte rna tio na l News, Movie

Reviews or Stock M a rk e t Upd ate s .

Airtel L iv e ! SIM S e r v ice s : A cc e ss lo a d s of fun content and

e x c iti ng s e rv ic e s like cr ic k e t, s to c k s , on your p ho ne at the touch


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of a few b utto ns wi th A ir te l L iv e ! SIM based Se rv ice s on your SIM

card menu. To d o wnl o a d ne w s e rv ic e s on your A ir te l SIM, cho o s e

the "What's new" o p tio n und e r the "A ir te l s e rv ic e s " menu.

Airtel L iv e ! SMS S e r v ice s :

Yo u can enjoy a ho s t o f s e rv ic e s by s e nd ing a keyword as an

SMS to 56465! Choose A s tr o lo g y / Horoscope, Cricket, Bollywood

/ Hollywood / Indi Pop Ring to ne s .

Hello Tun es

Tired of tha t b o r ing old t ring tring on your p ho ne ? W e ll now

when a f r ie nd ca lls , you can make them groove to the ho tte s t

new tr a ck s burning up the music charts with Hello T une s from

A ir te l! Yo u get a wide choice of s o ng s in the Popular & New

Arrivals c ate g o r ie s tha t are upd ate d re g ul a r ly . W h a t' s more you

can directly call the number for your kind of music, e.g. ca ll

678005 for English New and 678001 for Hindi New. This would

directly take y o u to your f a v o r ite a r ti s t' s Hello T une s lis ti ng.

Copy a H e ll o Tun e

Get the tune you wa nt, all you have to do is call 55055 and

follow the s imp le v o ice in s tr uc tio ns to copy your f a v o r ite Hello

Tune s . Once inside the copy f ea tur e , ju s t key in the 10-digit

A ir te l m o b ile number you want to c o p y the Hello T une from and

you get the same Hello T une a ss ig ne d to y o ur numb e r .


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G if t a Hello T un e

Forget gifting choc o late s , flowers and g ree ti ng cards. Say it with

a s o ng ins tea d ! Gif t a Hello T une to tha t s p e c ia l someone. Jus t

call 55055 and cho o s e the song tha t you want to gift. Follow the

s imp le v o ice instructions and key i n the 10-digit A ir te l m o b ile

number tha t you want to gift the Hello T une to. Yo u will get an

SMS notification upon s uc c e ss f ul re c e ip t of tha t g if t.

Buy Music - Airtel Music Sh o p s

Buying your f a v o r ite Hello T une or Ring to ne is as s imp le asre c ha rg ing your p ho ne with t a lk ti m e . Simply walk i nto your

nearest A ir te l Shop a nd walk out with your f a v o r ite song. Choose

from Bollywood Hits to Ind ip o p Re m ix e s , Hard Rock to Gujrati

Garba, Bhajans to Ja zz , Bhangra Beats to f oo t tapping Tamil Hits

from a list of more tha n 18000 s o ng s .

Reach us Anytime A ny w h e r e

In case you ne e d a ss is ta nc e , dial ' 121 ' - our toll-free number,

a cc e ss ib le f ro m anywhere in the c o untr y , even while roaming.

Yo u can a ls o send u s an SMS to 121 or mail us a t

121 @a ir t e lin dia . co m .

A ir t e l P o s t p a id

Airtel we lc o m e s you to a v ib ra nt world of unl im ite d o pp o r tun iti e s .

M o re e x c iti ng, innovative yet s imp le new ways to c o mm uni c ate ,
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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just when y o u wa nt to, not just through words but i d ea s ,

e m otio ns and feelings. To g iv e you the unl im ite d freedom to

rea c h out to your s p e c ia l p e o p le in y o ur s p e c ia l w a y .

Easy B illin g

Enjoy a ho s t of rich f ea tur e s only with A ir te l e-bill. Re g is te r f ree

on My A ir te l s e c tio n and view your m o nthl y bill with call d e t a ils

for l a s t thr ee m o nths . So r t your c a lls between p e r s o na l and

official or a na lyz e your us a g e , at the click of a b utto n. To c h a ng e

your ta r iff p la n call our IVR at 121 and leave a re q ue st.

Easy Payment Op t io n s . Anytime A ny w h e r e

Yo u can cho o s e from a ho s t of convenient payment o p tio ns only

with A ir te l. Walk i nto any A ir te l relationship c e ntr e and make

your payments by c a s h o r cr e d it card. Drop a cheque at any of

the drop boxes for m a k ing p a y m e nts or simply log on to My A ir te l

s e c tio n and pay instantly through your cr e d it c a rd. Yo u can a ls o

opt for ea s y payment o p tio ns lik e :

S t a nd in g In

s

t r u ct io ns

Yo u can g iv e us s ta nd ing instructions to d e b it your cr e d it card

account f o r your m o nthl y A ir te l bills. All you have to do is fill the

Standing Ins tr uc tio n Fo rm and m a il, fax it to us or drop it any of


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our relationship ce nte r s .

Ele ct r o nic Clearing Sy s t e m

Fill an ECS form and m a il, fax it to us or drop it any of our

re la tio ns hi p ce ntr e s to directly d e b it your bank account for your

monthly A ir te l b ill .

Pay while r o a m in g

Airtel ha s intr o duc e d ' A ny wher e payment' tha t offers you the

c onv e ni e nc e of m a k ing payments while you roam. Walk in to any

A ir te l Relationship Ce ntr e in the c o untr y , make p a y m e nt s by

cash or cr e d it card and e nj o y uni nte rr up te d A ir te l Se rv ic e s .

Cr e d it lim it

Your pre-set cr e d it limit m e nti o ne d on your m o nthl y bill he lp s

you k ee p your m o b ile charges in control, k ee p s tr a ck of your

us a g e and e ns ur e s th a t your m o b ile p ho ne is not m is us e d.

Should you exceed your cr e d it lim it, you will be i nf o rm e d v ia a

v o ic e or a non-voice m e ss a g e to make a n inte r im payment and

reduce your account b a la nc e below your cr e d it lim it. Yo u may

a ls o cho o s e to pay us an additional re f und a b le d e p o s it to

e nha nc e your cr e d it limit or opt for our convenient payment

m e tho d o f Credit Card Standing instruction .You can a ls o make

us e of ECS f a c ility.


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Strong Network Co v e r a g e

Enjoy c o mp lete c la r ity when calling with A ir te l .It offers you world

c la ss te c hno lo g y and unb rea k a b le network coverage tha t spans

over 23 c irc le s a cr o ss the c o untr y .

L o n g D is t a n ce Calling Fa cility

Call long d is t a nc e c a lls in Ind ia and Ov e rs ea s with STD / ISD

facility on your A ir te l p ho ne .

W id es t R o a m in g - N a t io n a l and I n t e r n a t io n a l

A ir te l' s ro a m ing s e rv ic e allows you to stay connected and us e

your m o b ile p ho ne to make or re c e iv e c a lls from a lm o s t

anywhere in Ind ia and a ls o over 160 c o untr ie s , a b ro a d.

GPRS - R o a m in g

Use A ir te l Po s tp a id ' s GPRS s e rv ic e s , while roaming, to a cc e ss the

inte r ne t a nd office m a ils (eg. BlackBerry s e rv ice s ) , from a lm o s t

anywhere in Ind ia a nd a b ro a d.

Say it . In more than ju s t words, w it h S e r v ice s from A ir t e l

Airtel brings you a wide ra ng e of Se rv ic e s tha t will c h a ng e the way

y o u c o mm uni c ate . Try them and d is c o v e r a whole new world of fun

a nd e x c ite m e nt.

Call management S e r vic es

Call waiting, call hold, call d iv e r t and Caller L ine Id e nti f ic a tio n


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P re s e nta tio n, he lp you do more with your A ir te l Po s tp a id

c o nne c tio n!

Co nf e r e n c e ca ll

Yo u can hold a te le c o nf e re nc e with 5 p e o p le simultaneously with

Ca ll Conferencing s e rv ic e from A ir te l. In fact, you can set up a

c o nf e re nc e e v e n when the other five are using a landline p ho ne .

To know more, call c u s to m e r s e rv ic e at 121.

M is se d call a le r t

A m iss e d call a le r t is a SMS th a t you will re c e iv e for all the c a lls

tha t y o u m iss e d. The SMS will detail the CLI and the ti m e when

the call was made. To a c ti v ate , dial *1 35 *2 # then p re ss the call

b utto n and wait for the request to b e c o mp lete d.

Voice M a il

When your ha nd s e t is s wi tche d off, or yo u re too busy to a ns wer

the p ho ne , A ir te l V o ice m a il will answer your c a lls and record a

m e ss a g e . The best p a r t is th a t there's no e x tr a m o nthl y cost for

s e tting up V o ic e m a il - you just pay f o r the p ho ne call when you

us e the s e rv ic e .

SMS (Short M ess a g in g S e r v ice )

Send m e ss a g e s quickly and easily, using text, if i t' s too noisy to

talk or y o u don't ha v e much ti m e . It' s the way to Sha re tho s e

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inte re s ti ng o ne -line rs , imp o r ta nt re m ind e rs and rib-tickling jo k e s ,

with a nyo ne , a nyti m e , anywhere in the wo r ld.

Sub s cr ip t io n A le r t s

Get re g ul a r a le r ts on n e ws , jo k e s , b us ine ss , he a lth and films on

your A ir te l m o b ile p ho ne with Sub s cr ip t io n S e r v ice s . SM S

 for News, for Jo k e s , for

Bus ine ss News, for Sports A le r ts & 

for V aa s tu ti p s to 3333.

MMS ( M u lt i-m e dia M ess a g in g S e r vic e ) :

Ja zz up your m e ss a g e s with p ic tur e s , im a g e s and v id e o clippings,

with MM S from A ir te l! To a c ti v ate MMS on your p ho ne , S M S

' MM S ' to 56465 and save s e rv ice s e tting s .

AirtelL

ive

!

Make your m o b ile the most h a pp e ni ng e nte r ta inm e nt d e s ti na tio n

with A ir te l L iv e ! A ir te l brings you the l ate s t in e nte r ta inm e nt and

information s e rv ice s , r ig ht on your p ho ne !

Airtel L iv e ! WAP S e r v ice s : Download the l ate s t ringtones,

g a m e s , w a llp a p e r s , v id e o s and much more. Yo u can a ls o get

news clips, w a tc h liv e TV and d o wnl o a d full s o ng s on you p ho ne !

To get A ir te l L iv e ! s e tting s o n your p ho ne SMS ' L iv e ' to 56465

and save the s e tting s tha t y o u re c e iv e as your p re f e rr e d


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c o nne c tio n. A ir te l L iv e ! Portal can b e a cc e ss e d from you GPRS

e na b le d p ho ne , by s e nd ing a SMS ' FUN ' to 56465.

Airtel L iv e ! Voice S e r vic es : Jus t Dial 56465 and say the na m e of

the s e rv ic e . For e.g. say Ring to ne s to d o wnl o a d your

f a v o ur ite r ing to ne s . Yo u c a n a ls o cho o s e a v a r ie ty of content

o p tio ns like L iv e Cr ic k e t Co mm e nt a ry , late s t National /

Inte rna tio na l Ne ws , Movie Reviews or Stock M a rk e t Upd ate s .

Airtel L iv e ! SIM S e r v ice s : A cc e ss lo a d s of fun content and

e x c iti ng s e rv ic e s like cr ic k e t, s to c k s , on your p ho ne at the touch

of a few b utto ns wi th A ir te l L iv e ! SIM based Se rv ice s on your SIM

card menu. To d o wnl o a d ne w s e rv ic e s on your A ir te l SIM, cho o s e

the "W ha t' s new" o p tio n und e r the "A ir te l s e rv ic e s " m e nu.

Airtel L iv e ! SMS S e r v ice s : Yo u can enjoy a ho s t of s e rv ic e s by

s e nd ing a keyword as an SMS to 56465 ! Choose A s tr o lo g y /

Horoscope, Cr ic k e t, Bollywood / Hollywood / Indi Pop Ring to ne s .

In case you ne e d a ss is ta nc e SMS He lp to 56465.

GPRS ( G e n e r a l Packet Radio S e r vic es )

L o g on to the i nte rne t, with GPRS th a t allows data transmission

at a hi g he r speed. Access e -m a ils and i nte rne t a cr o ssA

ir te l's

p a n- Ind ia presence u s ing ' M o b ile O ff ic e ' with your p ho ne or a

p ho ne and laptop b o th.


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Get the ED G E

Browse the i nte rne t on your m o b ile p ho ne with A ir te l' s EDGE

s e rv ice s . Enjoy live T V , e nha nc e d WAP e x p e r ie nc e and A ir te l

Data Cards on our hi gh speed n e two rk .

Hello Tun es

Tired of tha t b o r ing old t ring tring on your p ho ne ? W e ll now

when a f r ie nd c a lls , you can make them groove to the ho tte s t

new tr a c k s bur ni ng up the music charts with Hello T une s from

A ir te l! Yo u get a wide choice o f s o ng s in the Popular & New

Arrivals c ate g o r ie s tha t are upd ate d re g ul a r ly . What's more, you

can directly call the number for your kind of music, e .g. c a ll

678005 for En glish N ew and 678001 for Hindi New. This woul d

directly take you to your f a v o ur ite a r ti s t' s Hello T une s lis ti ng.

Copy a H e ll o Tun es

L ik e a tune you want, all you ha v e to do is call 55055 and follow

the s imp le v o ice instructions to copy your f a v o ur ite Hello T une s .

Once inside the c o p y f ea tur e , just key in the 10-digit A ir te l

m o b ile number you want to copy the Hello T une from and you

g et the same Hello T une a ss ig ne d to your numb e r .

G if t a Hello T un es

Forget gifting choc o late s , flowers and g r ee ti ng cards. Say it with a

s o ng ins tea d ! Gif t a Hello T une to tha t s p e c ia l someone. Jus t

call 55055 and cho o s e the song tha t you want to gift. Follow the


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s imp le v o ic e instructions and k e y in the 10-digit A ir te l m o b ile

number tha t you want to gift the Hello T une to. Yo u will get an

SMS notification upon s uc c e ss f ul re c e ip t of tha t g if t.

Buy Music - Airtel Music Sh o p s

Buying your f a v o ur ite Hello T une or Ringtone is as s imp le as

re c ha rg ing your p ho ne with t a lk ti m e . Simply walk i nto your

nearest A ir te l Shop a nd walk out with your f a v o ur ite song.

Choose from Bollywood Hits to Ind ip o p Re m ix e s , Hard Rock to

Gujrati Garba, Bhajans to Ja zz , Bhangra Beats to f oo t tapping

Tamil Hits from a list of more tha n 18000 s o ng s .

Reach us, Anytime A ny w h e r e

In case you ne e d a ss is ta nc e , dial ' 121 ' - our toll-free number,

a cc e ss ib le f ro m anywhere in the c o untr y , even while roaming. *In

case of e m a il, m e nti o n your m o b ile no. like 9810012345 in the

s ub je c t of the mail for a q ui c k e r re s p o ns e .


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OBJECTIVES

The Indian communications scenario has transformed into a multiplayer,

multi product market with varied market size and segments. Within the

basic phone service the value chain has split into domestic/local calls, long

distance players, and international long distance players. Apart from having

to cope with the change in structure and culture (government to corporate),

Airtel has had to gear itself to meet competition in various segments basic

services, long distance(LD), International Long Distance (ILD), and Internet

Service Provision (ISP).It has forayed into mobile service provision as well.

Objective of study are:

What marketing strategies the Airtel is implementing to defend and

increase the market share.

To find who are the competitors of the Airtel and the market shares of

the competitors and what strategies Airtel is implementing to beat its

competitors.

To find out how Airtel react to the technology changes in the

communications sector,


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METHODOLOGY

The m e tho d o lo g y adopted for thi s p ro je c t is e x p lo ra to ry in

na tur e s inc e the re is no hy p o thes is tha t has to be

tested. The conclusions ha v e been drawn by e x p lo ra to ry

re s ea rc h wo rk .

The re have been two s o ur c e s of information

c o lle c te d :

Primary S o ur c e s

I have met reta ile rs of the A ir te l of the company and ha ve

b ee n a b le to g e t first hand information re g a rd ing the

product, i ts f ea tur e s and the b uy ing patterns of the

product. Their input has been v a lua b le .

S e c o nd a r y S o ur c e s

Se c o nd a ry s o ur c e has p la y e d a v ita l ro le to p la y in thi s

report. A good a m o unt of data has been c o lle c te d from

v a r io us pub lishe d a r ti c le s and reports f o und in

m a g a z ines and journals. A no the r v ita l s o ur c e has been

the Inte rne t a nd particularly the c o mp a ni e s own we b s ite .


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STRENGTH

VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on

the telecom, around 93% of the total revenue comes from telecom(Total telecom revenue Rs 3,326).

LEADERSHIP IN FAST GROWING CELLULAR SEGMENT

Airtel is holding leadership position in cellular market.. Bharti Airtel is

one of India's leading private sector providers of telecommunications

services based on an aggregate of 27,239,757 customers as on August 31,

2006, consisting of 25,648,686 GSM mobile and 1,591,071 broadband &telephone customers.

PAN INDIA FOOTPRINT Airtel offers the most expansive

roaming network. Letting you roam anywhere in India with its Pan-India

presence, and trot across the globe with International Roaming spread in

over 240 networks. The mob ile s er vic es gro up pr ov id es GS M

mobile services across India in 23 telecom circles, while the B&T

business group provides broadband & telephone services in 92 cities.

THE ONLY OPERATOR IN INDIA OTHER THAN VSNL

HAVING INTERNATIONAL SUBMARINE CABLES . Airtel, the

monopoly breaker shattered the Telecom monopoly in the International

Long Distance space with the launch of International Submarine cable

Network i2i jointly with Singapore Telecommunications Ltd. in the year

2002. This has brought a huge value to the IPLC customers, delivering

them an option besides the incumbent carrier, to connect to the outside

world.


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WEAKNESS

Price Competition from BSNL and AIRCEL. Airtel is tough competition

from the operators like BSNL nd AIRCEL as these two operators are offering

services at a low rate.

Untapped Rural market . Although Airtel have strong Presence

throughout the country but still they are far away from the Indian rural part and

generally this part is covered by BSNL so indirectly Airtel is losing revenue

from the rural sector.

OPPORTUNITIES

THE FAST EXTENDING IPLC MARKET An IPLC (international privateleased circuit) is a point-to-point private line used by an organization to

communicate between offices that are geographically dispersedthroughout the

world. An IPLC can be used for Internet access, business data exchange,

video conferencing, and any other form of telecommunication. Airtel

Enterprise Services and SingTel jointly provide IPLCs on the Network i2i.

The Landing Station in Singapore is managed by SingTel and by Airtel in

Chennai (India). Each Landing Station has Power Feeding Equipment,

Submarine Line Terminating Equipment and SDH system to power the cable,

add wavelengths and convert the STM-64 output to STM-1 data streams

respectively.


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LATEST TECHNOLOGY AND LOW COST ADVANTAGE The costs of

introducing cellular services for Airtel are marginal in nature, as it needs only

to augment its cellular switch/equipment capacity and increase the number of

base stations. The number of cities, towns and villages it has covered already

works to its advantage as putting more base stations for cellular coverage in

these areas comes with negligible marginal cost. Besides such cost

advantages, it has also other cost advantages for the latest cellular technology.

As a late entrant into the cellular market, it has dual advantage of latest

technology with modern features, unlike other private cellular operators who

started their service more than 4-5 years back and low capital cost due to

advantages of large scale buying of cellular switch/equipment.

HUGE MARKET The cellular telephony market is presently expanding at a

phenomenal / whopping rate every year and there is still vast scope for Airtel

to enter /expand in this market. Besides there is a vast rural segment

where the cellular services have not made much headway and many customers

are look ing towards Airtel for providing the service to them. With its wide

and extensive presence even in the remotest areas, Airtel poised to gain a big

market share in this segment when it expands cellular services into the rural

areas.


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THREATS

COMPETITION FROM OTHER CELLULAR It is time for BSNL to

improve/expand its cellular services. Fierce and cut-throat competition is

already in place with the markets ever abuzz with several tariff reductions and

announcement of attractive packages, trying to grab most of the mind share of

the king - the consum er, whose benefits are increasing with passing of

everyday. If BSNL is not innovative and agile, its cellular service will be a

flop. It needs to be proactive with attractive packaging, pricing and marketing

policies lest its presence in the market be treated with disdain by the private

cellular companies. The launch of WLL services by Reliance Infocomm has

aggravated the situation.

MARKET MATURITY IN BASIC TELEPHONY SEGMENT Although

Airtel entered in the basic telephony market its a biggest there for the company

as the basic telephony market has reached


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BCG MATRIX

BCG Matrix is used to find out the relative growth prospects of the product line.

Within the Airtel product line leased, private, circuit are among star.

Airtel is going to have a submarine cable between Singapore and Chennai with

the collaboration of SingTel. This wills Airtel to maintain its position in IPLC

market. Right in India only VSNL have such cables.

HIGH

GROWTH %

LOW

Leased

Private

Circuit

Stars

Basic Telephone

(Fixed Line)

Cows

ISP

Cellular

Do s

HIGH LOW

Relative Market Share

uestionmarks


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ANSOFF MATRIX

To portray alternative corporate growth strategies, Igor Ansoff conceptualized a

matrix that focused on the firms present and potential products and markets /

customers. He called the four product-market strategic alternatives

market penetration [existing market + existing product], market development [existing product + new market], product development [existing market + new product], and Diversification [new product + new market].

The company should follow all four strategies depending on the demand and

product as indicated in the matrix. The company perhaps needs to focus more on the

comparatively neglected area of diversification.

MARKET PENETRATION : Airtel entered in broadband and fixed phone

line market.

PRODUCT DEVELOPMENT : IPLC products MARKET DEVELOPMENT : Airtel is now looking for overseas market. DIVERSIFICATION : Airtel has now outsourcing sum of its services

like customer services with IBM

MARKET

PENETRATION ENTERED IN

BROADBAND ANDFIXED LINE MARKET

PRODUCT

DEVELOPMENT

IPLC PRODUCTS

MARKETDEVELOPMENT

LOOKING FOROVERSEAS MARKET

DIVERSIFICATION

OUTSOURCING


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INDUSTRY STRUCTURE PORTERS MODEL

The earlier pattern used to be that the national telecom company used to own everysegment of the value chain till the international gateway. With liberalization there wascompetition in virtually every segment. There are companies that provide localconnectivity, those that function as long distance carriers, and those that provide onlygateway links. Some integrated players operate in all segments. The intensity of competitive pressures across the chain is reflected in the downward spiral beingwitnessed in tariffs and prices to customer.The value chain for cellular mobile service and Internet Service Providers (other thancable based net connections) are similar in as much as the calls reach the destinationthrough similar local loop, long distance and international gateway .

Supplier Power

Low

Supplier Power

is moderate

Entry Barriers

High

Entry Barriers

Low

Threats of

Substitutes Low

Threats of

Substitutes High

BPC LowBPC GettingHigher

Industry Attractiveness

High Earlier

Low Now

Prior to Competition Post Competition


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ENVIRONMENTAL ANALYSIS

It is a systematic examination of all 3 levels of the environment with at least three

purposes: Detecting important economic, social, cultural, environmental, health,

technological, and political trends, situations, and events

Identifying the potential opportunities and threats for the institution implied

by these trends, situations, and events

Gaining an accurate understanding of your organizations strengths and

limitations

STEEP refers to changes in the social, technological, economic, environmental, and

political sectors that affect organizations directly and indirectly.

A STEEP analysis of the macro environment indicates that economic (a phone call

being a cheaper way to stay in touch than outstation travel for example) and social

factors (working outside the home town) have forced the pace of utilization of

technology (Public Call Offices, mobile phones, networked companies).

Increasing customer awareness has raised expectations and vocal demands are being

articulated for consumer rights; such political factors have in turn impacted the

competitive environment by way of entry of private players, independent

regulation, and a policy framework tilted towards a level playing field for new

entrants. A near environment analysis indicates that the competitors are

becoming active resource rivals (political and financial) apart from applying

pressures as customer rivals . The customer has, needless to say, benefited from

increased choice from within the communications services basket itself.


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CORE COMPETENCE

Airtel core competencies are sales & promotions and as of now Airtel is leading brand

in mobile services in India. Airtel have three big personality Viz. Sachin Tendulkar ,

Shahrukh Khan and music maestro A. R. Rahman for endorsing there product and

services currently Airtel is outsourcing there no competence function and try to fully

concentrate on his core competency that is sales promotion.


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Market SITUATION

At the time of la un ch

The first mover i n the market was A ir te l which l a unc he d its

s e rv ic e s in Delhi in Aug 1995 (Inf or m a l la unc h) . Essar Cellphone

followed by l a unc hi ng its services informally in Oct 95. A t thi s p o int

of ti m e , the market was at a na s c e nt stage, a war e ne ss le v e l

was l o w and both o p e ra to rs independently tr ie d to s p rea d

a w a re ne ss and e d uc ate the p e o p le. Once the ne twor k s wer e

c o mm e rc ia lly la unc he d, it became a numb e r game with a

multitude of schemes b e ing offered to woo customers Ini ti a lly

the c e llp ho ne was p e rc e iv e d as a status s y m b o l and utility

took a back s ea t The ta rg e t segment in Delhi wer e corporate

and the high i nc o m e g ro up. The average c a p a c ity installed

was for 1.5 l a k h s ub s c r ib e rs . This coupled wi th the steep li c e ns e

f ee p a id to DOT put p re ss ur e on the o p e ra to rs to b rea k -e v e n

by r a p id ly e x p a nd ing the ir m a rk e ts . In the first two y ea rs , thi s

le d to a number of schemes b e ing offered a nd p r ic e s c ra s hi ng.


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COMPETITIVE S I T U A T I ON

Airtel l a unc he d its s e rv ic e s before Essar and s k imm e d

the m a rk e t picking up the bulk of the high us a g e p re m ium

clients. This is a very c o mp e titi v e industry with the two

c o m p a ni e s d iff e re nti a ti ng e ithe r o n v a lue -a dd e d s e rv ic e s or

p r ic e . A ir te l is p e rc e iv e d as the high q ua lity p ro v id e r and ha s

a p re m ium im a g e . Essar, on the other hand, is p e rc e iv e d a s the

lower end s e rv ic e p ro v id e r . A ir te l p o s iti o ns it s e lf as the market

l ea d e r o n the b a s is of the number of s ub s c r ib e rs . Essar i s trying

to counter this by e m p ha s is ing on the rea c h of i ts network and

the quality of i ts s e rv ic e . However, Essar is s o m ew hat not b ee n

very s ucc e ss f ul la rg e ly due to the i nc o ns is te nc y in a d v e r ti s ing

To promote the m s e lv e s , both the p la y e rs have been

d e p e nd e nt on ta c ti c a l a d v e r ti s ing However, they have

re s tr a ine d from u s ing c o m p a ra ti v e a d v e r ti s ing Hoardings ha v e

b ee n a very p o p ul a r m e d ium for c a rr y ing the a d v e r ti s e m e nts

A ir te l ha s a ls o been a d v e r ti s ing on te le v is io n using the Bha r ti

Te le c o m n a m e .


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SALES DEPARTMENT AND STRA TE GY

A . M a jo r A cco un t s (Direct Ch a nn e l)

Handles corporate (na m e d and famed) a cc o unts

Fo re c a s ti ng of s a le s

M a pp ing the a cc o unts

Providing a f te r s a le s support to the s ub s cr ib e r s .

Maintaining call reports for records .

Providing Feedback to the m a rk e ti ng department re g a rd ing

the re q ui re m e nt of the m a rk e t.

B. IDC ( in d ir e ct Ch a nn e l)

Maintaining records and l e v e l check of the c hanne l partner

L ia is o ni ng between the c hanne l partner and the company.

Ta rg e t a c hi e v e m e nt

C. D is t r ib u t io n Supp o r t

L o g is t ics

Monitor h a nd s e t and SIM card re q ui re m e nts o f

channe

l partners and c o -o rd ina

te with s

to res

Se ttl e a rea s of concerns such as i nc e nti v e c la im s of

c hanne l p a r tne r s


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R e n t a l

Provide cellular services (SIM cards) on rent. Provide cellular

phones on rent

Useful for people visiting Delhi for a short interval.

T e le s a l es

Call customers and generate sales lead.

Follow up with the customers, if they need any assistance.

Pass on the s a le s lead to the c h a nne l d e p a r tm e nt.

Audit

Consultant to the AirTel showrooms.

Monitor the operations at the AirTel distribution outlets

Organize training.

Retail

Locate shops to open retail counters.

Monitor the retail counters.


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MARKET SEGMENTATION

S e gm e nta ti o n is b e ne f ic ia l because of better predictability of

the ta rg e t c o ns um e r group, minimization of risk

e x p o s ur e , better ability to f ine -tune a product / s e rv ic e

to the re q ui re m e nt of ta rg e t buyer and the re s ul ta nt

ea s e in d e s ig ni ng a proper d e s ig ni ng m a rk e ti ng mix

s tr ate g y In thi s c a s e s e g m e nta ti o n is on the bade of i nc o m e .

In e va lua ti ng d iff e re nt market segments the company

looks at two f a c to rs The o v e ra ll a ttr a c ti v e ne ss of the

s e g m e nt s and the company's o b je c ti v e s &re s o urc e s

The present market f or Cellular p ho ne s , pagers and

conventional pho ne s is as f o llo ws

P r em iu m Mid dle Ec o n o m y

Upp er L o w er Upp er L o w er Upp er L o w er

Cellular P h o n es X X X - - -

P a g er X X X X - -

C o n v en tio n a lP h o n es

X X X X X -


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TARGET MARKET SEGMENTATION

Airtel has targeted the p re m ium and up pe r m idd le class . The

ra ti o na le b e hi nd i t i s t h a t only tho s e segments

s h o u l d b e ta rg ete d who v a lue ti m e and ha v e the p a y ing

c a p a c ity. It is a ls o p la nni ng to target the b us ine ss tourists

during the ir stay in the c a p ita l

A b o ut 60% of the clientele are t o p executives of

corporate ho us e s . A b o ut 15% are f or e ign or g a ni z a ti o ns and

the rest are professionals and s m a ll businessmen. During the

intr o d uc ti o n s t a g e there was i nte ns e p re ss ur e to get

c o ns um e rs a c ro ss to hook up wi th the ir b ra nd, b e c a us e

g e tting the m to switch brand loyalty l ate r would be h a rd. So

far A ir te l marketers ha v e b ee n c o nc e ntr a ti ng to ta lly on

the b us ine ss e x e c uti v e class but now tha t the b a s ic v ia b le

v o lum e s ha s b ee r ) built up a nd p r ic e s have d e c line d to a

c e r ta in extent they are p la nni ng to v e ntur e f ur the r a f iel d.

P OS I T I ON I N G

The product is s o ug ht to be p o s iti o ne d as a business

efficiency tool. a lif e s ty le re v o lutio n and a s ta tus s y m b o l The

e m p ha s is is to re m o v e m is c o nc e p ti o n tha t the c e ll ph one is

an e x p e ns iv e m ea ns of c o mm uni c a ti o n and d r iv e hom e the

p o int tha t the c e ll ph one is actually a d a y -to -d a y uti lity


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46

PRODUCTS AND PLANNING

The product or s e rv ic e is the heart of the marketing

mix. Without a product or a s e rv ic e c u s to m e rs ' ne e d s

c a nno t be s a ti s f ie d.

The b a s ic product p ro m is e by A ir te l is mobility. A ir te ls

main m a rk e ti ng strategy is to be a first mover all the time . It

has re c o g ni z e d the s ig ni f ic a nc e of m a k ing the first move

because in the field o f Communication & Information

Technology changes occur at a tr e m e nd o us p a c e .

Effective product s e g m e nt a ti o n ha s to be c a rr ie d on

continuously b e c a u s e basic services can be and will be

c o p ie d and in ti m e become expected component of the

product. A ir te l s ee k s to c a rr y out thi s s e g m e nt a ti o n

through provision of new information s e rv ic e s and m a k ing

new f a c iliti e s a v a ila b le . The product policy and p la nni ng

d e p e nd s on the s ta g e of the product life c y c le . A t present

the cellular pho ne market ha s rea c he d the m a tur ity

s t a g e . S inc e , the p re m ium segment is ne a r ing s a tur a ti o n

the company ta rg e ti ng the upper m idd le and m idd le -m idd le

c la ss . In order to do s o A ir te l is trying to o p ti m iz e the p r ic e

p e r f or m a nc e package by offering suitable "product

bund ling ".


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This involves the selection of the suitable hardware

(ha nd s e t) and i ts s o f twa re (it s s e rv ic e s .) With rea s o na b le

price in order to d e liv e r m a x imum p r ic e performance to

its c u s to m e rs . In a dd iti o n, it offers f ree Airtime services and other

c o nc e ss io ns to make the prices and thu s the product more

a ttr a c ti v e . It has a ls o opened a 24 hour s customer s e rv ic e .

Only p r ic e d o e sn' t serve as an e ff e c ti v e differentiator,

value a dd e d s e rv ic e s become the e ff e c ti v e d iff e re nti a to r .

T h e " V a lu e A dd e d S e r v ice s " provided from Airtela r e : -

i) V o ic e M a ils e rv ic e

This system is similar to the a n s wer ing m a c hi ne - if the

us e r is not a b le to answer a call for some rea s o n thec a lle r can leave m e ss a g e s in the v o ic e mail box which can

be l ate r re tr ie v e d by the us e r

ii) Short Message Service

The s ho r t message service is like a two-way pager. It g iv e s a n

o p ti o n of s e nd ing and re c e iv ing text m e ss a g e s directly from

one m o b ile p ho ne to a no the r without the i nte rv e ntio n of an

o p e ra to r .


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iii) M o b ile Fax Data S e rv ic e

This s e rv ic e he lp s the s ub s c r ib e r to send and re c e iv e

Faxes, a cc e ss E-m a il, d o wnl o a d computer files from other

systems and re m o te ly log on to a no the r computer and surf the Inte rne t.

iv) C a s h Ca rd

The cash card is a p re -p a id and p re -a c ti v ate d card which

allows the b uy e rs to buy a ir ti m e in a d v a nc e . All it

re q ui re s is the payment of an initial amount. This is a

useful s e rv ic e for p e o p le who tr a v e l to Delhi often andtho s e who want to control the e x p e ns e s on the ir c a lls .

v) C a lle r ID

Displays calling person's numb e r .

vi) O utg o ing c a llre s tr ic ti o n

To prevent or limit outgoing c a lls , for e x a m p le , in peak

hours. Also p o ss ib le to e x c lud e one or s e v e ra l

c o untr ie s , or a ny g e o g ra p hi c a l re g io n, to p e rm it only

local c a lls , or to limit the o utg o ing c a lls to a lis te d

numb e r .

vii) Call Forward

Inc o m ing c a lls can be f orwar d e d to a no the r fixed or

m o b ile pho ne .

Be s id e s these some other s e rv ic e s provided by A ir te l are - Ca ll

Conferencing , Call Bro a d c a s t.


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It is in the o p e ra to r s -Inte re s t tha t they not only get many

s ub s cr ib e r s b ut a ls o get them to use the m o b ile facility

f re q ue ntl y . In the early stages g e tting inc rea s e s to s ub s cr ib e

may be ea s ie r th a n g e tting them to talk since they will find it

c o s tl ie r to us e the m o b ile p ho ne a s compared to a conventional

p ho ne.

viii) Roaming Fa c ili ty

Roaming facility is a v a ila b le while the s ub s cr ib e r is travelling.

The billing i s done in the ho m e network (Delhi). Roaming facility

is a v a ila b le manually* a s well as s e m i-a utom a ti c a lly . Once a

s ub s cr ib e r is In any other city or c o untr y , where a GSM network

is a v a ila b le , simply i n s e r t the SIM card of the local o p e ra to r Into

your ha nd s e t and s ta r t ta lk ing.

* Manual Roaming m ea n s a separate SIM card is p ro v id e d for

ea c h c ity

** Se m i a uto m a ti c ro a m ing m ea ns one card ha s the facility

for d iff e re nt c iti e s .


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AIRTEL'S MARKETING O R I E N T A T I O N

S inc e thi s is a high-involvement e x p e ns iv e product, the

s e rv ic e p ro v id e r ha s to fully ta k e care of the c usto m e r s .

a) They ta k e p e rs o na l responsibility to "get" the a ns wer for

a ny p ro b le m f a c e d by the c usto m e r

b) They a nti c ip ate c u s to m e rs ' p ro b le m s and ta k e p ro

a c ti v e steps to prevent the m

c) They g iv e answers to the q ue s ti o ns & re q ue s ts ,

quickly & e ff ic ie ntl y .

d) They have a p o s iti v e tone & manner while i nte ra c ti ng

with c usto m e rs .

e) They end the i nte ra c ti o n on a p o s iti v e or a humorous

note- m a k ing the la s t 30 s e c o nd s c o unt.

Airtel rea liz e s th a t a ttr a c ti ng p e o p le i s ea s y but converting

them into lo y a l customers is ha rd, hence e m p ha s is is on

m a int a ini ng a ' S m iling and a Friendly A tm o s p he re ' to

p lea s e and reta in the c usto m e r .


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PRICE AND PRICING P OL I CY

AIRTEL has rea liz e d tha t the Ind ia n market is p r ic e

s e n s iti v e . The re f or e it care of the ha s come up with

v a r io us innovative ta r iff schemes to ta k e needs of d iff e re nt

category of customers- Ge ne ra lly , the cellular s e rv ic e s a re

more e x p e n s iv e tha n the l a nd line based te le pho ne

s e rv ic e s . This is due to the rea s o n tha t the o p e ra ti ng

c o mp a ni e s are re q ui re d to pay a f ee to the government for

using a ir ti m e .


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Marketing Strategy Adopted By Bharti Airtel

Bharti has spent a c o ns id e ra b le amount on a d v e r ti s ing its

m o b ile p ho ne service , Airtel . Be s id e s print advertising , the

company had p ut up l a rg e no of hoardings and kiosks in and

around Delhi. The objective behind designing a p ro m o ti o n

c a mp a ign for the A ir te l services is to promote the brand

a w a re ne ss and to build b ra nd p re f e re nc e s .

It is trying to set up a the m a ti c c a m p a ign to build a

s tr o ng e r brand e q ui ty for A ir te l. S inc e the cellular p ho ne

category itself is too re s tr ic te d, a ls o the fact th a t a

Cellular pho ne is a high invo lv e m e nt product, p r ic e d o e sn' t

qualify as an e ff e c ti v e differentiator. The i m a g e of the

s e rv ic e p ro v id e r counts a g rea t deal. Given the Cell p ho ne

category, it is the network efficiency and the quality of

s e rv ic e tha t becomes i m p or ta nt. What now the buyer is

looking at is to get the o p ti mum p r ic e -p e r f or m a nc e package.

This a ls o serves as an e ff e c ti v e d iff e re nti a to r

Brand awareness is s p rea d through the' c a m p a ig ns and

brand p re f e re nc e through brand s ta tur e . A ir te l ' s c a m p a ign

in the capital began with a s e r ie s of ' tea s e r ' hoardings

a c ro ss the c ity ,' b ea r ing jus t the company's na m e and


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without e x p la ini ng what A ir te l was. In the ne x t p ha s e the

c a m p a ign a ss o c iate d A ir te l wi th Cellular only the rea f te r was

the Bharti Cellular c o nne c ti o n b ro ug ht up. V a ns with A ir te l

lo g o s roamed the c ity, handing out b ro chur e s about the

company and i ts s e rv ic e s to all c o ns um e rs . A b o ut 50,000

d ire c t c a lle rs wer e sent out. When the na m e was well

e ntr e nc he d in the De lhi ite s s mind, the A ir te l c a mp a ign

b e g a n to focus on the utility o f Cell phone. In the first

four months a lo ne A ir te i' s a d v e r ti s e m e nt spend

exceeded Rs. 4 c ror e s .

A s of to d a y the awareness l e v e l Is 60% una id e d. This

im p lie s tha t if p o te nti a l or knowledgeable c o ns um e r s are

asked to na m e a Ce llul a r p ho ne s e rv ic e p ro v id e r th a t is

on the top of hi s / he r m ind 60% of the m wo ul d name A ir te l.

As for a id e d it -is 100% (b y giving clues and hi nts e tc .) .

Brand s tr e ng th of a product or the he a lth of a brand is

m ea s ur e d by the p e rc e nta g e score of the brand on the

above a id e d and the una id e d te s ts . The figures show th a t

A ir te l is a he a lthy and a thriving b ra nd.

Every company has a g o a l, which m ig ht c o m p r is e a s a le s

ta rg e t and a g a m e p la n with due regard to Its

c o m p e ti to r . A ir te ls c a m p a ign s t ra tegy is d e s ig ne d keeping


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in m ind its m a rk e ti ng s tr ate g y . The to ne , te no r and the

s ta nc e of the visual ads are d e s ig ne d to convey the i m a g e

of a market l ea d e r in terms of i ts market share. It tr ie s to

p or tr a y the i m a g e of b e ing a "f irs t mover every ti m e " and

th a t of a "market l ea d e r". The status of the product in

terms of i ts life c y c le has just rea c he d the m a tur ity stage

in Ind ia . It is still on the rising part of the product life c y c le

cur v e in the m a tur ity s ta g e .

The d ia g ra m on the l e f t hand s id e shows the p e rc e nta g e of

the us e rs classified i nto he a vy , m e d ium and low

c ate g or ie s . The r ig ht ha nd s id e shows the revenue s ha re

ea rne d from the thr ee types of u s e rs .

A ir te l, k ee p ing in m ind the i mp or ta nc e of the customer

rete ntio n, v a lue s its he a vy users the m o s t a n d

cons tan t ly indu lges in s e rv ic e inno v a ti o n. But s inc e heavy

us e rs c o m p r is e only 15 - 20% of the p o p ul a ti o n the other

segment c a nno t be ne g le c te d. The p o p ul a ti o n which has j u s t

rea liz e d the i m p or ta nc e of cellular p ho ne s ha s to be roped

in. It is for thi s rea s o n tha t the s e rv ic e p ro v id e r offers a

p le tho ra of i nc e nti v e s a nd d is c o unts . Concerts like the

"Fr ee d o m concert" are b e ing or g a ni z e d by A ir te l in order to

promote s a le s . The m e d ia c h a nne l is cho s e n with e c o nom y


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in m ind. The target segment is not very concrete but, there

is an a tte m p t to focus on tho s e who can afford. The p r int

a d v e r ti s e m e nt s a nd ho a rd ing are p la c e d in tho s e s tr ate g ic

a rea s which most likely to catch the a tte ntio n of tho s e

who need a cellular pho ne . The product p ro m is e is an

imp or ta nt v a r ia b le in d ete rm ini ng the t a rg e t a ud ie nc e .

Be s id e s thi s , other promotional s tr ate g ie s th a t A ir te l has adopted

are.

(i) Pe o p le who ha v e booked A ir te l services ha v e been tr eate d to

e x c lus iv e p re m ie r s of b lo c k b us te r m o v ie s . A ir te l has ti e d

up with L uf tha ns a to offer customer bonus m ile s on the

German a ir line s f re q uent f lie r ' s p ro g ra m s .

(ii) T he re have been educational ca mp a ig ns , im a g e

c a mp a ig ns , pre la unch a d v e r ti s e m e nt s , la unch

a d v e r ti s e m e nt s , congratulatory a d v e r ti s e m e nts ,

promotional a d v e r ti s e m e nt s , atta c k ing a d v e r ti s e m e nts

and tactical a d v e r ti s e m e nt s .


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DI S T R I B U T I ON

Co mp a ny

Fr a nc hi s ee Dis tr ib uto r

Dea le r Dea le rs

Custo m e r

Cu s to m e r

The- company whose o p e ra tio ns are c o nc e ntr ate d in and a ro und

Delhi. Its 27 Franchisees and 15 Distributors- They a ls o have 8

' ins ta nt a cc e ss cash card counters- Each f ra nc hi s e s or distributor

can ha v e any number of d ea le rs und e r him as long as the person

is approved by the A ir te l a utho r ity. Each f ra nc hi s e s has to i nv e s t

Rup ee s Ten L a k h s . to obtain a f ra nc hi s e and should e mp lo y an

officer re cr ui te d by A ir te l. This person acts a s an liaison between

the company and the f ra nc hi s e s . The f ra nc hi s e s can i t any

number of d ea le r s as long as the ir te rr ito r ie s do not o v e r la p. But

unfo r tuna te ly A

ir te l has not been very s uc c e ss f ul in controlling

te rr ito r ia l o v e r la p s of d ea le rs . The f ra nc hi s e s can c a rr y out his 1

her own p ro m otio na l s tr ate g y . For thi s the company c o ntr ib utes


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75% of the money and the f ra nc hi s e s c o ntr ib utes 25% of the

m o ne y . The d ea le rs und e r the f ra nc hi s ee re c e iv e the same

commission. The f ra nc hi s e s and the d ea le r obtain the feedback from

the c u s to m e r s and they are s e nt through the liaison officer on a d a y -

to -d a y b a s is to A ir te l. The d ea le r ha s to inv e s t Rup ee s . One L a k h as

an initial inv e s tm e nt. The d ea le r of A ir te l are no t

a llo we d to p ro v id e any other o p e ra to r s ' s e rv ice .

Ta rg et set for distributors and the d ea le rs is 100 -150 a c ti v a tio ns per

m o nth. Hence the d ea le r s can a ls o go for the ir own

p ro m otio ns like b a nne rs and d is c o unts on f e s ti v a ls etc. The

d ea le r p ro v id e s s e rv ic e p ro mp tl y . The c o nsum e r on providing the

bill of pur c ha s e for the h a nd s e t and proof of re s id e nc e has only to

wait an hour before g e tting connected. The staff of the d ea le rs and

the f ra nc hi s ee s are p ro v id e d tr a ini ng by the A ir te l p e r s o nne l.

The c o mp la ints encountered by the f ra nc hi s ee s and d ea le rs are

e ithe r ha nd s e t b e ing non-functional or the SIM Card not g e tting

a c ti v ate d. A ny thi ng m o re c o mp lic ate d is re f e rr e d to the m a in

Airtel office in De lhi .

WHAT DOES AIRTEL OFF E R ?


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With A ir te l, the s ub s cr ib e r wouldn't j u s t get a p e r s o na l p ho ne tha t

le ts hi m / he r be in touch, always, but a ls o gets a ho s t of b e ne f its

th a t le t hi m / he r manage hi s / he r ti m e like never before. AnA

ir te l

s ub s cr ib e r is p ro v id e d with a Subscriber Id e nti ty Module Card (SIM

card) - th a t is the key to o p e ra ti ng hi s / he r cellular p ho ne . His

card a c ti v ate s A ir te l cellular s e rv ic e s a nd c o nta ins a c o mp lete m icr o -

c o mp ute r chip with memory to e na b le o ne to enjoy one's cellular

p ho ne thoroughly. Each SIM card c o nta ins a PIN co d e (Personal

Id e nti ty Number) which may be entered by one. Jus t p lug y o ur S IM

card into your cellular p ho ne , enter the PIN code and it becomes

' y o ur ' p e rs o na l p ho ne ' .

PRODUCT LIFE CYCLE

The pattern of c e ll ph one s ub s cr ib e r growth observed e ls e wher e in

the wo r ld re v ea ls tha t the growth in the market is Ini ti a lly slow

followed by a s ha rp a cc e le ra tio n, but so far th a t ha s not

ha pp e ne d in Ind ia . As far as the Product L if e Cycle is concerned.

Ind ia ns are at the b e g inni ng of the m a tur ity s t a g e .


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MARKETING OB JE C T I V E S

Create p ro duc t

a wa re ne ss and tr ia l

S t r a t e g ie s

M a x im is e

ma

rk et s ha

re

M a x im is e p ro f its

whole d e f e nd ingmarket s h a re

P r o du ct Offer ab a s icp ro duc t/ s e rv ic e .

Offer v a luea dd e d s e rv ice s

Inc rea s e innumb e r of v a lue a dd e d

P r ice Chargec o s t- p lus

Price top e netr ate

Price tomatch o r b e s t c o mp e ti to r s

D is t r ib u t io n Builds e le c ti v ed is tr ib uti o n

BuildInte ns iv ed is tr ib uti o n.

Buildm o reinte ns iv e

A dv e r t is in g Buildp ro duc ta wa re ne ssamong ea r lyadopters

Builda wa re ne ss and inte re s t inthe m a ss m a rk e t

Stress b ra ndd iff e re nc e s a nd b e ne f its .

S a le s Use heavys a le s

Inc rea s e to Inc rea s e to

P r o m o t io n p ro m otio n to e ntic e

p e o p le to s ub s cr ib e .

build a ndm a inta in

re la tio ns hi ps with c u s to m e r s .

e nc o ur a ge b ra nd -

s wi tc hi ng.


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4 4

1 1

4

1

FINDINGS

1. Do you b e lie v e that I ndia is potentially one of the most

e x cit in g mobile se r v ice providers in the w o r ld ?

Co m p a ny Yes N o A ir t e l 4 1 V o d a f o n e 4 1 I d e a 4 1 AIRCEL 4 1

A s a cc o rd ing to the above table 16 (80%) out of the to ta l 20

inte rv ie we d p e o p le in all the above four s p e c if ie d Ind ia n m o b ile

s e rv ice p ro v id e rs are o f b e lie f tha t Ind ia is p o te nti a lly one of the

most e x c iti ng m o b ile s e rv ic e p ro v id e r s in the world, wher ea s

some 4 (20%) of them do not agree to thi s v ie w.

No

Ye s

0 2 4 6 8 10 12 14 16 18

AirTel Voda f one Idea AIRCEL


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2. Do you find that the g o v e r n m e n t s t e le co m policy has

h a d t h e most radical impact on the d e v e lo p m e n t o f

mobile se r vic e p r o v id e r s ?

Co m p a ny Y es N o A ir t e l 4 1 V o d a f o n e 3 2 I d e a 3 2 AIRCEL 5 --


inte rv ie we d p e o p le in all the above four s p e c if ie d Ind ia n m o b ile

s e rv ice p ro v id e r s find th at the gover nments te le c o m policy ha s

had the most ra d ic a l imp a c t on the d e v e lo pm e nt of m o b ile

s e rv ice p ro v id e r s , wher ea s some 5 (25%) of them deny thi s .

5

4.5

4

3.5

3

2.5

2

1.5

1

0.5

0Yes No

AirTel

Vodaf one

Idea

AIRCEL


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3. Do you b e lie v e that one of the ch a lle n g es f a cin g mobile

o p e r a t o r s in I ndia is the div e r s i t y of the co v e r a g e

r e g io n s ?

Co m p a ny Y es N o A ir t e l 2 3 V o d a f o n e 3 2 I d e a 3 2 AIRCEL 2 3


inte rv ie we d p e o p le in the m o b ile s e rv ic e p ro v id e r s are of b e lie f

tha t one of the c h a lle ng e s f a c ing m o b ile o p e ra tio ns in Ind ia is the

diversify of the coverage re g io ns , wher ea s inte re s ti ng ly a no the r

10 (50%) of them deny thi s .

3

2.5

2

1.5

1

AirTel

Vodaf one

Idea

AIRCEL

0.5

0Yes No


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4. To what extent, d o es you find that mobile se r v ice

providers is a very co m p le x s t a nd a r d ?

Co m p a ny To some e x t e n t

( 1 - 5 )

To g r e a t e x t e n t

( 6 -10 ) A ir t e l 3 2 V o d a f o n e 2 3 I d e a 2 3 AIRCEL 3 2


inte rv ie we d p e o p le in all the above four m a jo r the m o b ile s e rv ice

p ro v id e rs in Ind ia n Cellular industry find only to some extent tha t

GSM is a very co mp le x s t a nd a rd, wher ea s the a no the r 10 (50%)

re s p o nd e nts find to g rea t extent th a t m o b ile s e rv ice p ro v id e rs is

a very c o mp le x s t a nd a rd.

3

2.5

2

1.5

1

AirTel

Vodaf one

Idea

AIRCEL

0.5

0To some extent To great extent


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CONSUMER L E V E L

1. Do you b e lie v e that mobile se r v ice providers co m es

clo se t o fu lf illi n g the r e qu ir e m e n t s for a p e r s o n a l

co mm un ica t io n s y s t e m ?

Co m p a ny Y es N o A ir t e l 9 1 V o d a f o n e 8 2 I d e a 8 2 AIRCEL 5 5

As the above shows 30 (75%) out of to ta l 40 re s p o nd e nts are of

the b e lie f tha t m o b ile s e rv ic e p ro v id e r s comes c lo s e to fulfilling

the re q ui re m e nts for a p e rs o na l c o mm uni c a tio n system, wher ea s

10 (25%) of them are in no way to thi s b e lie f .

No

Yes

3

2 2

2 AIRCEL

Idea

Voda f on e 2 AirTel

3

3

3


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8

8

2 2

9

1

2. Do you find that mobile se r v ice providers as them o s t

e x cit in g and s a t is fy in g mobile s t a nd a r d ?

Co m p a ny Yes N o A ir t e l 9 1 V o d a f o n e 7 3 I d e a 8 2 AIRCEL 8 2

A s the above shows 32 (80%) out of to ta l 40

re s p o nd e nts find tha t m o b ile s e rv ic e p ro v id e r s as the

most e x c iti ng and s a ti s f y ing m o b ile s ta nd a rd, wher ea s

the re m a ini ng 8 (10%) re s p o nd e nts

denythis .

No

Ye s

0 5 10 15 20 25 30 35

AirTel Vodaf oneIdea

AIRCEL


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8

3. Do you b e lie v e that your se r vic e provider

has a g e nu in e co mm it m e n t to cr e a t in g a

modern and e ffici e n t

co mm un ica t io n s ?

Co m p a ny Yes N o A ir t e l 10 --

V o d a f o n e 8 2 I d e a 10 -- AIRCEL 8 2

A s the above shows 36 (90%) out of to ta l 40 re s p o nd e nts

are of the b e lie f tha t the ir s e rv ic e p ro v id e rs

ha v e a g e nui ne c o mm itm e nt to creating a

modern and e ff ic ie nt c o mm uni c a tio ns

wher ea s the re m a ini ng 4 (10%) re s p o nd e nts deny thi s .

2

0 No

2

0 AIRCEL Idea V oda f one

8 AirTel

10 Yes

10


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RECOMMENDATIONS

PRICING

Depending on the market conditions / competition from

cellular or wll-mobile service providers and also to suit

local conditions, there should be flexible pricing mechanism

(either at central or local level).

IMPROVEMENT IN TECHNOLOGY

Airtel should immediately shift to third generation switches

by replacing its c-dot switches. This will improve the quality

of service to desired level and provide simultaneousintegration with the nationwide network. The special

distribution of the transmission towers should be increased

to avoid no signal poc k ets

ESTABLISHMENT OF DISTRIBUTION CHANNELS

Airtel should establish widespread and conspicuous

distribution to match that of the competitors. The

distribution network shall make the product visible and

available at convenient locations .

UNTAPPED RURAL MARKET


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Large part of Indian rural market is still untapped therefore

airtel is required to bring that area under mobility.

CONCLUSION

From above the details I conclude tha t 70%

A ir te l users p re f e rr e d to re m a in with A ir te l. Also good

no. of us e rs who wer e willing to s wi tc h from

the ir r e s p e c ti v e s ub s c r ib e rs s ho we d inte re s t in A ir te l.

Hence, thes e s t a ti s ti c s imply a b r ig ht f utur e for the

company. Also the c o m p a ny is now providing more

s e rv ic e s like the door to door s e rv ic e s which is

you dial the A ir te l customer care and would like to

send s o m e o ne flowers the A ir te l company d e liv e rs

tho s e flowers to the person c o nc e rne d. Also A ir te l i s

providing f ree text m e ss a g ing s e rv ic e and f ree

v o ic e m a il s e rv ic e . Call conferencing is also

a no the r feature Ai rt el p ro v id e s .

QU E S T I ON N A I R E


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N A M E:

A DD R ES S :

OCCU P A T I ON :

1. Do you b e lie v e that I ndia is p o t e n t ia ll y

one of t h e m o s t e x cit in g mobile se r v ice

providers in t h e

w o r ld ?

Co m p a ny Yes N o A ir t e l V o d a f o n e I d e a AIRCEL

2. Do you find that the g o v e r n m e n t s t e le co m

policy has h a d t h e most radical impact on the

mobile se r vic e p r o v id e r s ?

Co m p a ny Y es N o

A ir t e l V o d a f o n e I d e a AIRCEL


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3. Do you b e lie v e that one of the ch a lle n g es f a cin g

mobile o p e r a t o r s in I ndia is the

div e r s i t y of the co v e r a g e

r e g io n s ?

Co m p a ny Y es N o A ir t e l V o d a f o n e I d e a AIRCEL

4. To what extent, d o es you find that mobilese r v ice

providers is a very co m p le x s t a nd a r d ?

Co m p a ny To some e x t e n t

( 1 -5 )

To g r e a t e x t e n t

( 6 -10 ) A ir t e l

V o d a f o ne

I d e a AIRCEL

CONSUMER L E V E L


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1. Do you b e lie v e that mobile se r v ice providers

co m es clo se t o fu lf illi n g the r e qu ir e m e n t s for a

p e r s o n a l co mm un ica t io n s y s t e m ?


2. Do you find that mobile se r v ice providers as the m o s t

e x cit in g and s a t is fy in g mobile s t a nd a r d ?


3. Do you b e lie v e that your se r vic e provide

has a g e nu in e commitment to cr e a t in g a modern

and e ffici e n t co mm un ica t io n s ?

Co m p a ny Yes N o

A ir t e l V o d a f o n e I d e a AIRCEL


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C ON C L U S I ON

From above the details I conclude tha t 70%A ir te l users p re f e rr e d to re m a in with A ir te l. Also good

no. of us e rs who wer e willing to s wi tc h from the ir

re s p e c ti v e s ub s c r ib e rs s ho we d inte re s t in A ir te l.

Hence, thes e s t a ti s ti c s imply a b r ig ht f utur e for the

company. Also the c o m p a ny is now providing mores e rv ic e s like the door to door s e rv ic e s .


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REFERENCES

Kotler, Philip, Marketing Management: Analysis, planning,

Implementations and control, Pearson Education, New Delhi

Stanton William J., Fundamentals of Marketing, McGraw

Hill, New Delhi

Czinkota, M.R., Marketing Management, Pearson

Education Asia, New Delhi

Saxena Rajana, Marketing Management, Tata McGraw Hill,

New Delhi

BSNL Website:- www.bsnl.co.in Airtel Website:- www.airtel.com Aircel Website:- www.aircel.com

Airtel Marketing Strategies

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