A

PRESENTATION
ON
MARKETING STRATEGY OF
BHARTI AIRTEL LTD.

BY
MARKETING GROUP
MBA 4TH SEM
R.G.I
 BHARTI AIRTEL
AN INDIAN TELECOMMUNICATION CO. OFFERING SERVICES IN 19 COUNTRIES.

FOUNDED BY SUNIL BHARTI MITTAL IN JULY 7, 1995.

PROVIDES TELEPHONE SERVICES AND BROADBAND INTERNET ACCESS IN OVER 96 CITIES IN

INDIA

LARGEST CELLULAR SERVICE PROVIDER IN INDIA, WITH MORE THAN 200 MILLION
SUBSCRIPTIONS AS ON NOVEMBER 2010 .
ENTERING NEW GEOGRAPHIES
BUSINESS UNITS
MARKET SHARE
7%
9% 19%
RELIANCE
AIRTEL
11% BSNL
VODAFONE
24%
IDEA
TATA
18%
OTHERS
12%

BHARTI AIRTEL LEADS IN BOTH

SUBSCRIBER MARKET SHARE AS WELL AS
REVENUE MARKET SHARE.

RELIANCE COMMUNICATIONS HAS THE SECOND

LARGEST SUBSCRIBER MARKET SHARE FOLLOWED
BY VODAFONE INDIA,BSNL AND IDEA CELLULAR.
CORE VALUES OF THE COMPANY
EMPOWERING PEOPLE - TO DO
THEIR BEST

BEING FLEXIBLE - TO ADAPT TO THE

CHANGING ENVIRONMENT AND EVOLVING
CUSTOMER NEEDS

MAKING IT HAPPEN - BY STRIVING TO CHANGE THE

STATUS
STATUS QUO,
QUO, INNOVATE
INNOVATE AND
AND ENERGIZE
ENERGIZE NEW
NEW IDEAS
IDEAS
WITH A STRONG PASSION AND ENTREPRENEURIAL
SPIRIT

OPENNESS AND TRANSPARENCY - WITH

AN INITIATE DESIRE TO DO GOOD

CREATING POSITIVE IMPACT – WITH

A DESIRE TO CREATE A MEANINGFUL
DIFFERENCE IN SOCIETY.
AIRTEL’S MARKETING STRATEGY
PROCESS INNOVATIONS AND CONTINUOUS
IMPROVEMENT THROUGH PEOPLE INVOLVEMENT.

PROBLEM INVESTIGATION BY "FACT BASED

- ROOT CAUSE ANALYSIS"

EACH PROCESS HAS BEEN DESIGNED BY

FIRST PLANNING THE DESIRED RESULT.
 

THE TARGET CUSTOMER WAS CLEARLY

DEFINED.

POSITION AIRTEL AS AN ASPIRATIONAL AND LIFESTYLE

BRAND, IN A WAY THAT TRIVIALIZED THE PRICE IN THE
MIND OF THE CONSUMER.

IT WAS PITCHED NOT MERELY AS A MOBILE

SERVICE, BUT AS SOMETHING THAT GAVE
CUSTOMER A BADGE VALUE.
SWOT ANALYSIS
STRENGTHS WEAKNESSES
MARKET LEADER, DEPENDENCE ON
PROVIDERS,
STRATEGIC COMPETITION IN
ALLIANCE, SOUTH INDIA,
NETWORK TOWERS ARE
PROFITS,COLLAB NOT OWNED, NATION
ORATIONS WIDE ADVERTISING

OPPORTUNITIES THREATS
MOBILE BANKING, VIRGIN, TATA
3G , INTERNATIONAL
MARKET, DOCOMO,
INNOVATIVE FOREIGN
PRODUCTS,
SPONSORSHIP
PLAYERS
 4 P’S: MARKETING
●
POSTPAID
●
19 COUNTRIES ACROSS AFRICA
AND INDIAN SUB-CONTINENT.
●
PREPAID ●
PRESENCE IN 23 CIRCLES IN
●
BLACKBERRY WIRELESS INDIA
●
VALUE ADDED SERVICES ●
RELATIONSHIP CENTRES

PRODUCT PLACE

PROMOTION PRICE

●
STRONG EMPHASIS ON
MAINTAINING YOUTHFUL AND ●
FLEXIBLE PRICING
ENERGETIC IMAGE
●
CELEBRITY ENDORSERS
●
VARIABLE CUSTOMER
●
MAJOR SPONSOR OF BASED PRICING
PROMINENT SPORTS EVENTS
PRODUCTS
AIRTEL PREPAID

AIRTEL POSTPAID

AIRTEL BLACKBERRY

VALUE ADDED SERVICES

SEGMENTATION STRATEGY
BENEFITS
LOYALTYSOUGHT
STATUS
USAGE RATES
(MIN/MONTH

USER
STATUS
USAGE RATES
(CALLS/DAY)
TYPE OF
USAGE
CONTD…
HIGH AND
MEDIUM VAS
CUSTOMERS
TEEN AND YOUTH

HIGH AND
MEDIUM USAGE
RATE CUSTOMERS

FIRST TIME USERS

HIGH USAGE RATE

CUSTOMERS
CORPORATE
USERS
GROWTH STRATEGY
EXISTING MARKET
MARKET PRODUCT
PENETRATION DEVELOPMENT
RURAL VALUE ADDED
MARKETS, SERVICES,
NONMETRO BLACKBERRY
CORCLES HANDSET

MARKET
NEW MARKET

DEVELOPMENT
GROWTH DIVERSIFICATI
OUTSIDE INDIA, ON
EXPANSION IN
SOUTHERN INDIA

EXISTING PRODUCT NEW PRODUCT

REBRANDING STRATEGY

AIRTEL LAUNCHED NEW LOGO AS IT CROSSED 200

MILLION CUSTOMERS ON NOVEMBER 18TH, 2010.
WHICH STRENGTHENS ITS GLOBAL PRESENCE AND
LEADERSHIP.

AFTER GLOBAL ACQUISITION WITH

ZAIN TELECOM (AFRICAN TELECOM
COMPANY) AIRTEL CHANGE ITS LOGO. 

FOR THE REBRANDING OF AIRTEL’S 

NEW LOGO COMPANY HAS SPENT
RS. 300 CRORES.

AIRTEL SIGNATURE TUNE HAS ALSO REFRESHED

BY A R RAHMAN MAKING IT DYNAMIC AND
YOUTHFUL WITH LAUNCH OF NEW BHARTI
AIRTEL LOGO.
LATEST ADVERTISING STRATEGY
AIRTEL’S NEW TVC PROMOTING ITS 3G
INTERNET SERVICES AND ITS FEATURES.
THIS AD FOCUSSES ON
ENTERTAINMENT ANYWHERE,
ANYTIME.
BHARTI AIRTEL’S SIGNATURE MUSIC IS
REPLACED AFTER MORE THAN HALF A
DECADE.
AIRTEL NEW LOGO 2010 LAUNCHES
WITH A VIDEO CALLING
ADVERTISEMENT
USES EMOTIONAL APPEAL
HAS AN INTERNATIONAL LOOK,
WHICH IS DYNAMIC AND REPRESENTS
THE JOURNEY OF THE VERY FIRST
INDIAN BRAND TO GO TRULY GLOBAL.
CONCLUSION AND RECOMENDATION
CUSTOMISE SERVICES BASED ON CUSTOMER NEEDS

INCREASE VALUE ADDED SERVICE PORTFOLIO

STRENGTHEN TIE UPS WITH CORPORATIONS

FOCUS ON QUALITY

FOCUS ON YOUTHFUL IMAGE

THANK YOU