RVIM Bharti Airtel Ltd Marketing for customer value

Bharti Airtel

Telecommunications company

Website-www.airtel.in

Bharti Airtel Limited is an Indian global telecommunications services company based in New Delhi, India. It
operates in 20 countries across South Asia and Africa. Airtel provides GSM, 3G, 4G LTE mobile services,
fixed line broadband and voice services depending upon the country of operation.

Stock price: BHARTIARTL (NSE) ₹ 316.05 -0.50 (-0.16%)

CEO: Gopal Vittal (1 Mar 2013–)

Headquarters: New Delhi

Parent organizations: Bharti Enterprises (64%), Singapore Telecommunications Limited (36%)

Corporate structure

AIRTEL is credited with pioneering the business strategy of outsourcing all of its business operations except
marketing, sales and finance and building the 'minutes factory' model of low cost and high volumes. The
strategy has since been adopted by several operators. AIRTEL's equipment is provided and maintained by
Ericsson and Nokia Solutions and Networks whereas IT support is provided by IBM. The transmission
towers are maintained by subsidiaries and joint venture companies of Bharti including Bharti Infratel and
Indus Towers in India
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VISION

Our vision is to enrich the lives of our customers. Our obsession is to win customers for life through an
exceptional experience.

MISSION

Hunger to win customers for life.

Our Values

We aim to work towards our vision, driven by our values of AIR - Alive, Inclusive & Respectful.

Alive

We are alive to the needs of our customers. We act with passion, energy and a can-do attitude to help our
customers realise their dreams. Innovation and an entrepreneurial spirit drive us - if it can’t be done, we’ll
find a way.

Inclusive

Airtel is for everyone - we champion diversity, recognising the breadth and depth of the communities we
serve. We work with them, anticipating, adapting and delivering solutions that enrich their lives. We do this
by having an open mind and embracing change.

Respectful

We live the same lives as our customers, sharing the same joys and the same pains. We never forget that
they are why we exist. We act with due humility, always open and honest, to achieve mutual respect.

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Organization Structure Bharti airtel limited - Organization structure (India and South
Asia)

1)Sunil Bharti Mittal-CHAIRMAN

2)Gopal Vittal-MD & CEO(INDIA & SOUTH ASIA)

3)Ajai Puri-COO, INDIA & SA

4)Harmeen Mehta-GLOBAL CIO

5)Sarang Kanade-DIRECTOR - CUSTOMER EXPERIENCE & RETAIL

6)Ajay Chitkara-DIRECTOR & CEO, AIRTEL BUSINESS

7)Gautam Anand-CHIEF PEOPLE OFFICER

8)Moti Gyamlani-DIRECTOR - GLOBAL SUPPLY CHAIN

9)Badal Bagri-CFO - INDIA & SA

10)Randeep Sekhon-CTO

11)Sunil Taldar-CEO - DTH

12)Nilanjan Roy-GLOBAL CFO

13)Sameer Chugh-DIRECTOR - LEGAL

14)Ravi Gandhi-CHIEF REGULATORY OFFICER

Marketing department

The process of marketing flows from

Head office-Branches at different states-Zonal branch manager-Zonal sales manager-Teritory

manager-Field sales executive-Distributor-Retailer-Customer

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SWOT ANALYSIS OF BHARTI AIRTEL LIMITED

Strengths

Renowned Telecom company: With its 19+ years of rich experience in telecom industry this MNC had
travelled far to become world’s 3rd largest telecom operator overseas with operations in nearly 20 countries.

High Brand Equity: It is one of the pioneer brands in telecommunication having a high brand recall and with
a whopping subscriber base.

Extensive infrastructure: With the formation of Indus tower & due to its partnership with Idea & Vodafone,
the infrastructure of Airtel has extended in all parts of the country resulting into nationwide penetration.

Strategic Alliances: The company has top notch stakeholders, namely Sony Ericsson, Nokia and singtel, and
the recent one being Apple. Such strategic alliances boost the brand equity and the bottom line of the
company.

Torchbearer of the telecom Industry: With its number 1 spot due to its excellent services in developing
economies, Airtel has interconnected the life of people in an highly efficient way. Thus, where Vodafone is
an external entrant, Airtel is a leading nationwide player in India and the torchbearer of the telecom industry
in India.

Weakness

Outsourced Operations: Outsourcing operations helped Airtel in lowering its cost. But on the other hand,
they are running the risk of being dependent on some other companies which may affect its operations.

Venturing into African operations: Although it’s been 4 years that Airtel has acquired Zain’s Africa
business, but Airtel is still struggling to turn around the unit which was bought at a whoppy 9 billion dollars.

High Debt: With its acquisitions turning out to bad investment, and credit being high and margins being low,
Airtel group is under high debt. Airtel does not have as deep pockets as Vodafone.

Opportunities

Strategic Partnership: Partnering with smart phone companies is going to be a smart strategy as far as MNP
(mobile number portability in India) is concerned. This will ensure fixed cash flows in the future and a
higher customer base.

Market Development: With fierce competition in the telecom industry & shrinking margins, venturing out in
new markets/developing economies will prove fruitful for the company.
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VAS: VAS (Value Added services) is going to future of the telecommunication industry & by specializing
itself in this vertical Airtel can differentiate itself in highly competitive market. With introduction of unique
services, Airtel can avail higher margins.

Untapped geography of the current market: Although it is currently providing 3G & 4G services, but these
services are limited to specific geographical locations. Expansion of these services to most of its regions will
help the company get more margins and customers.

LTE: The whole wireless world is moving towards LTE (long term evolution or 4G). LTE for mobile
broadband can be a good solution for India where fixed broadband penetration is otherwise low. Airtel has
taken the lead with this version of LTE in 4 cities, but deployment needs to catch up pace. Despite a weak
LTE ecosystem in India, Airtel should portray itself as the embracer of that technology. The company lacks
nationwide 3G license with spectrum in 13 out of 22 telecom service areas. Airtel’s LTE network for mobile
broadband is still confined to only 4 cities in India.

Threats

Government Regulatory Framework: With the auction of spectrum & change in the government policies on a
regular basis, it is a potential threat to the stability & existence of this industry thereby affecting the players.

Competition: Price war in the home market and declining margins due to this is adversely affecting the
overall business of the group.

MNP (Mobile number portability): MNP gives the customer independence to change the service provider
while retaining the number and as Airtel charges are premium over other service providers, it can see slump
in subscriber base in the next fiscal year with PAN India MNP applicable from May 3rd 2015.

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