Presentation On

Airtel
Submitted To: Submitted By;
Mr. Rakesh Chaudhary Mayur Gakhar
PGP20082772
Group 1
INTRODUCTION
 Evolution of Telecom In
India
ILD services was
BSNL was Number portability
Independent opened to Intra-circle
established was proposed
Private regulator, competition merger
by DoT Calling Party (pending)
players were TRAI, was guidelines were
Attempted
Pays (CPP) was
allowed in established Go-ahead to established to boost
implemented
Value Added the CDMA Rural
Services technology telephony
1994 1999 2002 2005 2007
2003 2004
INDIA

1992 2000 Internet Unified 2006

1997
telephony Access
initiated Licensing Broadband
(UASL) policy 2004
National Decision on 3G
NTP-99 led to Reduction regime was was
Telecom FDI limit was services
migration from of licence Reference
introduced formulated—
Policy (NTP) increased (awaited)
high-cost fixed fees Interconnec targeting 20
was from 49 to 74
license fee to low- t order was million
formulated percent
cost revenue issued subscribers
sharing regime by 2010

Department of Telecommunication (DoT) is the main body

formulating laws and various regulations for the Indian telecom
industry.
ILD – International Long Distance
 Technologies
CDMA – Already there are
big players in this
segment Reliance ,
Tata

3G – Value added services

potential still to be
tapped fully

2G/3G – GSM Currently

commands 70% of
mobile subscribers in
India
 Vision 2020
• To build India's finest business
conglomerate by 2020
• Supporting education of
underprivileged children through
Bharti Foundation
• Strategic Intent:
– To create a conglomerate of the future
by bringing about “Big Transformations
through Brave Actions.”
 Government Regulations and Policy
Independent regulation has been a critical
factor in growth 2006
Number portability
Convergence

2005
Unified Licensing
TRAI’s recommendations Quality of Service regulation
Rural Telephony
2004
Intra-circle merger guidelines
Internet / broadband penetration

2003
Calling Party Pays Regime
Unified Access Licensing
Reference Interconnect Order

2002
Internet Telephony allowed.
Reduction in License fees
Mature regulatory regime and an enabling policy
framework already in place
BVIMSR
 Mission
• We will meet the mobile communication needs of our customers
through :
 Error-free service delivery.
 Innovative products and services.
 Cost efficiency.
Vision
• ‘To be the most admired brand in India by 2010’
Values
• We will always put our customers first. We will always trust and
respect each other. We will respect our associates as we respect
each other. We will work together through a process of continuous
improvement.
BVIMSR
 Objective
Airtel objective is to generate above
industry average profitable growth
by:

• Maintain the No. 1 Position In the Market

• Geographic expansion of the portfolio
• Continuous innovation in Services
• Higher investment to build new technology
• Selective add-on acquisitions
 ..Contd
The Company is:
• The First to launch full roaming service on pre-paid in the
country.
• The First to launch 32K SIM cards.
• The First in Asia to deploy the multi band feature in a
wireless network for efficient usage of spectrum.
• The First to deploy Voice Quality Enhancers to improve
voice quality and acoustics.
• The First telecom company in the world to receive the ISO
9001:2000 certification from British Standards Institute.
 SITUATIONAL ANALYSIS
Some uncontrollable situational factors that are faced by the
Airtel are as follows,
• Price : Although the Customer of Airtel is very high but when
we talk about the of the price Airtel has to make a strong
strategy for price.

• Competition:Competition in market is very high. New

Companies are entering in the market like Aircel , MTS etc.
They are offering best service at competitive price .

• Geographical factors: Airtel service didn’t reach in all

villages yet. In Village , People are using BSNL service so
Airtel has a chance to grow in village on the basis of their
best service quality.
 MARKETING ANALYSIS
In the mind of the consumer, Airtel
Services should provide following
features:
• Easy Billing
• Strong Market Coverage
• Credit Limit
• Long Distance Calling Facility
• Best Value Plan
• Widest Roaming – National & International
• Easy Payment Option- Anytime & Anywhere
 TARGETING AREAS
Every one is target
Elite

Up market professionals

Entrepreneur with business plan

Low income mass categories

Youth with YOUTH CLUB

Targeting woman & seniors citizen by introducing postpaid connection

 Telecom-Industry Growth

• Gross Subscriber Base crosses 200

million Mark.
• The total wireless subscriber (GSM,
CDMA & WLL(F)) base is 162.53
million.
• During the eleven months of current
financial year 62.60 million lines
have been added as compared to
35.93 million lines provision in the
same period during the financial
year 2005-06.
 Market Leader

• Airtel comes to you from Bharti Airtel Limited

• The businesses at Bharti Airtel have been structured into three
strategic business units (SBU's) - Mobile services, Broadband
& Telephone services (B&T) & Enterprise services.
• First private telecom service provider to connect all states of
India .
• Covers 23 telecom circles of the country, has 21 million
customers
• Highly successful brand in India
 Market Leadership Strategies

• Segmentation
• Long Term Outlook
• Product Innovation
• Quality Strategy
• Heavy Advertising & Media Pioneer
• Effective Sales Promotion
• Competitive Toughness
• Customer care
 OPPORTUNITIES

The fast extending IPLC market.

 Latest technology and low-cost advantage.

Growth of mobile phone users.

Untapped Rural Market.

BVIMSR
 Product

• Airtel Pre-paid
• Airtel Post-paid
• Blackberry Wireless Handheld
• Value Added Services (VAS)
The different value added services provided by Airtel are-
 Instant Balance Enquiry
 24Hr recharge Facility
 Caller line identification
 Call divert, Call wait & Call Hold
 Multimedia messaging service (MMS)
 Airtel Live Portal
 SMS based Information Service
BVIMSR
 Promotioning

• Large scale print and video advertising.

• Big celebrities like SRK and Sachin are roped in to endorse

the product.

• In 2002 Airtel got its Signature tune from A.R. Rehman, this
signature tune is perhaps the most downloaded tune in India.

• Provides innovations such as Bollywood movie premiers,

music services such as ring back tones & many more.
 Pricing Strategies

• Customer based pricing strategies.

• Flexible pricing mechanism
• Controlled by TRAI.
Outlets

BVIMSR
 Place

• It has wide and extensive presence even in the remotest areas

• Airtel Customer Care Touch Points
• Distributors like
E.g. Paan shops, grocery stores, chemists, outlet etc.

BVIMSR
 Brand Positioning

• Became the 1st Indian company to win the ‘Best Bottom Line
IT’ & ‘Best Knowledge Management’ awards by defeating
companies such as ONGC, Birla Corp., the Tatas & Reliance
at Asian level.

• Positions itself as juvenile brand by linkages to celebrities

such as SRK and Sachin

• Airtel is transforming itself fully into a Service Led Brand.

 The Airtel Logo
• The Airtel logo is a strong, contemporary and
confident symbol for a brand that is always
ahead of the rest. It is a specially drawn word
mark.
• The Airtel Image style
• The Airtel Typographical style
• The Airtel Colour Palette
Various Strategies to retain its
market share
• New tariff plans.

• More value added services.

• Increase in visibility and coverage

• The AirTel - AirTel advantage

• New innovative packages

• More of the e-factor

 AIRTEL ADVERTISING
STRTATEGY
Airtel basically should use two appeals to connect with their
target audiences:

Emotional Appeal

Humorous Appeal
 Direct Marketing
Airtel offers following services to its corporate client:

Mobile services
Voice services
Satellite services
Managed data and internet Services
Managed e-business services
Managed customized integrated solution
 Publicity & Events
Big Boss

KBC

Indian Sangeet Award

Bol Baby Bol

High viewers of these serials. Airtel can take a benefits from this
for publicity
Sponsored Events like:
Delhi Half Marathon

Border -Gavaskar Trophy

Indian Fantasy League

Delhi Golf Tournament

 RURAL STRATEGIES
The firm already covers more 300,000 villages and hopes to
extend services to100,000 more by march

 Bharti Airtel’s future success as the phone firm expands

rapidly in Bihar, piggybacking on some 300 distributors and

more than 50000 retail outlets selling Airtel cards

 Bharti Airtel’s ‘match box strategy’. It ‘Is about market

available Airtel Recharge cards wherever matchbox could
be
found’
 Basic segmentation is done on the basis of Regulatory norms

---- Telecom Circles

 The state is further divided into three category on the basis of

geography

i.e. Class 1 , Class 2 , Class 3

 ti ng
c a s
o re
s F
Sa le
BVIMSR
 MOVING AVERAGE
St + St-1 + St-2 + . . . + St-(N+1) St+1 =
-----------------------------------
N
idea

•we want to try to "average out" the forecast to cancel out noise
•looks for some sort of trend up or down; attempts to smooth out the trend, but always
lags behind the trend

small N
the forecast will quickly respond to changes, but we lose the "averaging out" effect
which cancels out noise

large N
we get good averaging out of noise, but poor response; sluggish
N is usually chosen by trial and error. Whatever has worked the best in predicting past
data is presumed to be the best for predicting the next period.
 MOVING AVERAGE
Quarterly Revenues Revenues for Forecast
Years period

Sep-07 63374   
Dec-07 69639   
Mar-08 78191 211204 
Jun-08 84833 232663 70401.33
Sep-08 90203 253227 77554.33
Dec-08 96334 271370 84409
Mar-09 98245 284782 90456.67
Jun-09 99416 293995 94927.33
Sep-09 98455 296116 97998.33
      98705.33
BVIMSR
 THANK YOU
&
EXPRESS YOURSELF