SUMMER TRAINING PROJECT-PRESENTATIONON

“MARKETING STRATEGIES OF AIRTELAT BHARTI AIRTEL, LUCKNOW”

INSTITUTE OF MANAGEMENT STUDIES, DEHRADUNBATCH 2012-14

SUBMITTED BY:ADITYA BHATT

(MB12FA33)

Introduction• Bharti Airtel Limited, commonly known as Airtel.• Airtel is an Indian telecommunications company that operates in 20

countries across south Asia, Africa and the channel Islands.• It operates a GSM network in all countries, providing 2G and 3G

services.• Airtel is the 4th largest telecom operator in the world.• 230.8 million subscribers across 19 countries.• The largest cellular service provider in India, with over 171.85 million

subscribers.• Airtel is the 3rd largest in-country mobile operator by subscriber base

behind China Mobile and China Unicom.• It offers its telecom services under the Airtel brand and is headed by

Sunil Bharti Mittal.

Worldwide PresenceAirtel is the 5th largest mobileOperator in the world In terms of subscriber base.

Has a commercial presence in 20 countries and the channelislands.

Airtel Bangla, in Bangladesh.

Airtel, in India.

Airtel Sri Lanka, in Sri Lanka.

Airtel Africa, which operates in16 African Countries.

Subscriber Base

Bharti Airtel has about230.8 million Subscribersworldwide. 169.18 million in India.

46 million in Africa.

4 million in Bangladesh.

1.8 million in Sri Lanka.

India

“A” Circle

“B” Circle

“C” Circle

SWOT Analysis

Strength• It is the largest cellular provider in India, and also supplies broadband and

telephone services- as well as many other telecommunications services to both domestic and corporate customers.

• Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia and Sing Tel, with whom they hold a strategic alliance. This means that the business has access to knowledge and technology from other parts of the telecommunications world.

• The company has covered the entire Indian nation with its network. This has underpinned its large and rising customer base.

Weakness• An often sighted original weakness is that when the business was started

by Sunil Bharti Mittal, over 15 years ago, the business had little knowledge and experience of how a cellular telephone system actually worked. So the start up business had to outsource to industry experts in the field.

• Until recently Airtel did not own its own towers, which was a particular strength of some of its competitors such as Hutchison Essar. Towers are important if your company wishes to provide wide coverage nationally.

• The fact that the Airtel has not pulled off a deal with South Africa’s MTN could signal the lack of any real emerging market investment opportunity for the business, once the Indian market has become mature.

Opportunities• The company possesses a customised version of the Google search engine

which will enhance broadband services to customers. The tie-up with Google can only enhance the Airtel’s brand, and also provide advertising opportunities for Google in India.

• Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. The new iPhone will be launched in India via an Airtel distributorship. Another strategic partnership was held with BlackBerry wireless solutions.

• The company is investing in its operation in 120 000 to 160 000 small villages every year. It sees that less well-off consumers may only be able to afford a few tens of Rupees per call, and also so that the business benefits are scalable - using its “Matchbox” strategy.

Threats• Airtel and Vodafone seem to be having an on/off relationship. Vodafone

which owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead invested in its rival Hutchison Essar. Knowledge and Technology previously available to Airtel now moves into the hands of one of its competitors.

• The quick changing pace of the global telecommunications industry could attempt Airtel to go along the acquisition trial which may make it vulnerable if the world goes into recession. Perhaps this was an impact upon the decision not to proceed with talks about the potential purchase of South Africa’s MTN in May 2008. This opened the door for talks between Reliance Communication’s Anil Ambani and MTN, allowing a competing Indian industrialist to invest in the new emerging markets of South Africa.

Financial Status

Primary Objective :1.) To study the performance of Airtel with respect to its competitors. Secondary Objective : 1.) To analyze the market parameters 2.) To understand the preference for Airtel over other connections

RESEARCH METHODOLGY

Research Design :The methodology adopted for this project is exploratory in nature since there is no hypothesis that has to be tested. The conclusions have been drawn by exploratory research work.

Population :This study is carried out in Lucknow ( U.P)

Sample Size : 100 is the sample size taken.

Since it’s a study project sampling technique used is convenient sampling.

Sampling Technique :

Consumers of telecom sectorSampling Unit:

Data Collection :a) Primary Data : I have met retailers of the Airtel company and have been able to get first hand information regarding the product , its features and buying patterns o the product. Their input has been valuable .Also I have collected primary data through a questionnaire

b) Secondary Data : Secondary source has played a vital role to play in this report. A good amount of data has been collected from various published articles and reports found in magazines and journals . Another vital source has been the internet and particularly the companies own website

• The study brings to light that competition is the major factor that affects the marketing process of the dealers.

• Airtel is currently the market leader in quality service.• Government telecom policies have an impact on development of mobile

service providers.• Mobile service providers is a very complex standard.• Airtel fulfils the requirement of a personal communication system• Airtel satisfies its customers the maximum

FINDINGS

• Airtel should diversify more in coverage regions.• Airtel as market leader should lower a price in order to reach more

customers• More innovative advertisement campaigns• Airtel connectivity is good but there is congestion in the network

SUGGESTIONS

THANK YOU