Airtel Mobile Service
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AIRTEL MOBILE SERVICEhttp://www.studygalaxy.com/
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SOME FACTS Owner- SUNIL BHARTI MITTAL Bharti Airtel, formerly known as Bharti Tele-VenturesLTD (BTVL)
Largest Private Integrated Telecom Company in India 3rd Largest Wireless Operator in the World
Largest & Fastest Growing Wireless Operator in India
(82 million subscribers as in December 2008. )
Largest Telecom Company listed on Indian Stock
Exchange
First cellular operator to set up cellular showrooms
AIR CONNECT
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PREPAID SERVICE &POST PAID SERVICEServices Subscription Services Call Management Services Mail, Messaging & More Data Services Operator Services Phone Backup
Breadth of service offering
Number
s of
markets
served
Narrow wide
many Service
focused
unfocus
ed
few Fully
focused
Market
focused
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WHATS NEW
http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/ -
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SWOT ANALYSISSTRENGTHS Bharti Airtel-the brand name
Has more than 82 million customers (Dec
2008). Largest cellular provider in India,
Wide network coverage.
Other stakeholders like Sony-Ericsson, Nokia- and Sing Tel.
Immerging as a global leader in this industry.
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WEAKNESS In many areas Airtel does not own its own
towers.
Providing only GSM service.
Still dependent upon major players like AT&T,Vodafone for technology.
Slow growth in Landline Services - high
investment & less profit. Start-up business had to outsource to industry
experts in the field.
Airtel MTN deal controversy
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OPPORTUNITY A strong economy and a growing market.
New technologies .
Strong strategic partnerships.
Investment in small villages.
Tie up with Google
Partnership with blackberry wireless solutions
Bharti Airtel plan to another joint venture with Vodafone Essarand Idea Cellular to create a new independent tower company
called Indus Towers. This new business will control more than
60% of India's network towers
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THREATS Airtel and Vodafone seem to be having an
on/off relationship.
Takeover from other global telecom players.
Quickly changing pace of the global
telecommunications.
New entrants like Virgin mobile, etc.
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7p of service marketing Product: prepaid + post paid service Price : different charges for different plans
under prepaid and post paid (SIM- 100 rs)
Place:physical distributionelectronic distribution
Promotion: advertisement on TV, radio,internet, poster, magazine, newspaper etc
Brand ambassador- SHAHRUKH KHAN, SAIFALI KHAN, KAREENA KAPOOR
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7p of service marketing Physical evidence: SIM card Airtel mobile shop
Shop of various vendors People: low contact persons(people can
call)
Process: fill up form activation of SIM
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COMMUNICATION MIXPERSONALCOMMUNICATION ADVERTISING PUBLICITY &PUBLIC RELATION INSTRUCTIONMATERIAL
SELLING BROADCAST PRESS RELATION WEB SITESCUSTOMERSERVICE PRINT PRESSCONFERENCE MANUALSTRAINING INTERNET SPECIAL EVENTS BROCHURES
TELEMARKETING DIRECT MAIL SPONSORSHIP
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SERVICE BLUEPRINT
Visit to shop Take a sim card Relevant documents Visiting card
---------------------------------------------------------LINE OF INTERACTION------------------------------------------
Customer see all the
Prepaid & post paid SIMWhich are available
Verify satisfaction by
Analyzing the plan Bill payment &get visiting card
LINE OF VISIBILITYVendor send documents
To service provider
Service provider verify
All the documents
-----------------------------LINE OF INTERNAL PHYSICAL INTERACTION-----------------------------------------
Maintain all prepaid
& post paid SIM & recharge
Bill preparation
Maintaining billing
system---------------------------------LINE OF INTERNAL IT INTERACTION-------------------------------------------------
Customer records
Ordering and billing
Inventory / purchase
DATABASE
F
R
O
N
T
S
T
A
GE
B
A
C
K
S
T
A
G
E
F F
F
W
W
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COMPETITORS
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PERCEPTUAL MAPLow quality
Virgin mobile BSNL
Tata Indicom
Idea
High price Low priceReliance
Vodafone
Airtel
High quality
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DISTRIBUTION
DELHI ASSAM ORISSA UTTAR PRADESH
HIMACHAL PRADESH ANDHRA PRADESH RAJASTHAN BIHAR
J & K WEST BENGAL MADHYA PARDESH TAMIL NADU
HARYANA GUJARAT MAHARASHTRA KERALA
PUNJAB KARNATAKA GOA
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STPSEGMENTATION-
On the basis of geography
Divided Indian market in telecom circlesSubdivided states into category A,B,C
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STPTARGETING: Earlier elite class above age group of 25
Corporate people and business men Again targeted youth by introducing
YOUTOPIA plan
Targeted women and senior citizens byintroducing post paid plans
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STP Positioning: -power to keep in touch(1995)
Positioned in premium category aimed atelite class of society.
Airtel decided that the brand should always
connote leadership be it in network,innovations ,offerings or services
Sponsoring games like golf
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REPOSITIONING
Touch tomorrow Live every moment Express your self
TAGLINE
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REPOSITIONING: Tagline Touch Tomorrow Started to capturing
the mass market
New look and the feelof the brand logo
indicated the core
value of the brand i.e.
leadership,
performance
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AGAIN REPOSITIONING:Tagline: live every momentBrand ambassador:
Sachin Tendulkar
Shahrukh Khan
Kareena Kapoor
The advertisement whichchanged the whole look of
Airtel in the minds ofIndian consumers was fullof emotions and reactionwhich one will experiencein a lifetime.
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AGAIN REPOSITIONING: Tagline Express yourself Changed its logo to give
more energetic andyounger look
Advertisement in regionallanguages with emotionaltouch.
Advertisement was made
to highlight the capabilityofAirtels networkcoverage.
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EVALUATION OF SERVICEDimension Rating
Credibility 4
Security 6
Access 5
Communication 6
Understanding the customer 5
Tangibles 6
Reliability 5
Responsiveness 5
Competence 6
Courtesy (politeness) 5
Evaluation by SERVQUAL
1= STRONGLY DISAGREE
23
4
5
67= STRONGLY AGREE
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QUALITY GAP (COMPLAINTS)Some Airtel complaints Sometime numbers do not worked
Regarding unexpected bill
Not receiving the bill from courier in time
Bill payment systems not updated
Postpaid not activated
Networking Problem No connection after a week!
SIM blocked
No action by company on requests
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GAP ANALYSISThere is some gap
1. The Standard gap:- In Airtel some standard of the qualityproduction do not match. Poor Customer service from Airtel
Company
2 The Internal Communication Gap:-- my std calling service is not active.
This complain shows that there is gap as in Adv. They said thatTagline "Express yourself
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GAP ANALYSIS3. Perception gap : Due to internet and GPRS
facility which is not good.
4. The Service Gap :-Service problems, Wrong Bill, GPRS not
active, network problem.
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SERVICE BLUEPRINT flow chart Customer come to shop
Interact with vender LINE OF VISIBILITY
Identify prepaid or post paid connection according to need
Customer provide relevant documents
Take a sim card
Identify the plan which are available in pre paid or post paid
Select a plan according to convenience
Take a visiting card for further contact
F
R
O
N
T
S
T
A
G
E
Vender hands over all the document to manager
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Vender hands over all the document to manager
the manager sends the documents to company head quarter
Evaluation of documents of customers occurs
Eligibility criteria fulfilled not fulfilled
Billing facility for post paid holders
Provide various services Service provider With draw
its services
(to make their customer is aloyal customer)