Made by;

Ritu
Raj
15027
 Vision
By 2010,
Airtel will be most admired brand in India
“Loved by more customers
Targeted by top talent
Benchmarked by more businesses”

“Targeting of 125 million subscribers with $10bn revenue”

- Sunil Bharti Mittal
 Mission
• Error- free service delivery
• Innovative products and services
• Cost efficiency
• Unified Messaging Solutions
SUNIL BHARTI MITTAL

CMD Bharti Group (since 2001)

 Information
• AIRTEL 1995 (estd.) ,under BHARTI CELLULAR LIMITED
• Chairman & M.D. Sunil Bharti Mittal since 2001
• Market capitalization US $ 40 billion ( in Feb.2008)
• Employees 30000
• Headquartered New Delhi, INDIA
• India’s largest telecom service provider
• In 2001, entered into a joint venture with Singapore Telecom
Singtel Largest stake in Airtel i.e. 45.36%

• First that crossed 2 million mobile subscribers in INDIA

• Earned profit of 27% in year 2008-09 when most of the companies were hit
due to recession
 Contd….

• Company was named as the best telecom service provider in ASIA-

PACIFIC in 2005 by the Telecom & Consultance firm “Frost &
Sullivan”
• Forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with
Wal-Mart in November 2006
• Second time merger acquisitions with the African Telecom Giant

‘MTN’ worth US $29 billion acquisition which failed

• 10th place globally as the number of subscribers are concerned
• In Dec. 2008 ,Airtel launched its services in Sri Lanka
 Base
Acc. to TRAI as in February 2009,
Chennai 2,133,677
Delhi 4,671,177
Mumbai 2,791,963
Kolkata 2,456,896
Madhya Pradesh 7,690,609
Gujarat 3,981,660
Andhra Pradesh 8,892,353
Karnataka 9,820,812
Tamil Nadu 6,003,040
Kerala 2,169,633
Punjab 3,754,405
Maharashtra 6,248,906
Uttar Pradesh (West) 2,256,862
(East) 5,722,386
 Contd….
Rajasthan 6,704,274
West Bengal & Andaman and Nicobar 3,501,560
Himachal Pradesh 951,121
Bihar 7,152,245
Orissa 2,811,453
Assam 1,448,389
Other North Eastern States 890,054
Jammu & Kashmir 1,590,935

• Total is 101,114,971 or 24.2% of the total 375,742,592 (GSM + CDMA)

mobile connections in India

• Number 1 operator in India.

• In May,2009 Airtel signed a major deal with Manchester United

Football Club
Market Capturization – Jan 2010

2009,Trak.
in
 Partnership
Successfully in partnership with various leading
companies of the world

Singapore Telecom

Warburg Pincus

British Telecom

and many more

AIRTEL
SBU’s
 Mobile Services
Provides mobile & fixed wireless
services using GSM technology
across 23 telecom circles
Airtel Telemedia Services

Offers broadband & telephone services in

95 cities and has recently launched
India's best Direct-to-Home (DTH)
service, i.e. Airtel digital TV
Enterprise Services
Provide end-to-end telecom solutions to
corporate customers and national &
international long distance services to
carriers
Marketing
Strategies
 Profitability
Works upon 80:20 rule

20% customers in any market yield 80% of the

profits

Only 20 % of the market

20 % of the customers is addressed efficiently
get 80% of the business
 Contd….
Aim to ….
• Attain new customers and increase the number of
relationships
• Increase the profitability of those relationships
• Increase the duration of profitable relationships

“Know your
customer….to capture and retain
them !”
 Beliefs
• Exposure to global business environment
- Competition is not just domestic but global

• Acquisition costs on the rise

- Increasing need to penetrate and have efficient distribution

• Buying power of customer

- Open markets
- Global customers
- Multiple substitutes
“…Customer is KING”
 AIRTEL - 3G
• Plans to launch 3G services in India in the next 6 months.

• Airtel's 3G speed is rumoured to be around 400Kb/s.

The main reason to roll out 3G is the competition from BSNL rolling
out 3G in India.

The other main reason being to promote

the iPhone which, otherwise, has not yet
seen success in India.
 Positioning
• Various Brand Ambassador( SRK, Sachin, A R Rahman, Saif Ali
Kahn, Kareena Kapoor and many more )
• Largest advertiser in India
• Global player
• Network Coverage
• Penetration in each market
• Largest subscriber base
• Majorly used
• Convenient to access
• Always be No.1 profitably
 Corporate
Social
Responsibility
 CSR
Bharti’s commitment to CSR is embedded in the
‘Corporate Values’. These Values are,
• To be responsive to the needs of our customers
• To trust and respect our employees
• To continuously improve our services – innovatively and
expeditiously
• To be transparent and sensitive in our dealings with all
stakeholders
 Contd….
We encourage our employees to take decisions and
design business processes, keeping in mind the
following:
• Ethics, fairness and being correct
• Meeting and going beyond compliances and legal requirements
• Showing respect and sensitivity towards stakeholders and
communities
• Nurturing the environment
 Contd….
“We feel that it is important that each
employee should understand the importance of
environmental, social and economical aspects
while taking business decisions”.

-Bharti Group
Acquisition War
AIRTEL v/s VODAFONE

• Vodafone’s entry in Indian telecom market posed 1st real

threat to BAL’s supremacy
• Vodafone planned to invest $ 2 billion to establish and
introduce new 3G technologies
• Vodafone’s allocation of spectrum to expand from 16 to 23
telecom circles
• Vodafone entry increased competition and better services to
customer
AIRTEL v/s TATA &
RELIANCE
• GoI’s approval to companies to provide both GSM & CDMA (BSNL,
Reliance, Tata )
• New player expected to break oligopoly in market.
• Due to competition slashing down of tariff rates which were already lowest
in world.
• BAL did not have plans to start CDMA.
• GoI plan to allow more players to enter to reduce rates.
 Promotional
Strategies
NEW ADVERTISING STRATEGY.

-‘Kuch Bandhan atoot hote hain’

-‘Barriers break
when people talk’
 Price Wars
Because of hyper competitive market,
• First to start the Rs. 999 pack
• First to start Re.1/min call
• First to start Campus pack ( Rs.250 )

• AIRTEL also launched ‘Freedom Plan’

Airtel customers will be charged 1 paisa per second for all
Local to Airtel numbers and 1.20 paise per second for local and STD calls
to other network as well as on Airtel network
---------And many more
S.W.O.T.
Analysis
Strengths Weakness
• Very focused on telecom • High price of services
like VAS
• Leadership in fast
growing telecom market • Limited tariffs and packs
with cheaper price
• Only Indian operator
that has an International
submarine cable
Opportunities Threats
• Fast expansion of • Competition from other
International Market players
• Latest Technology at low • Market maturity in
cost cellular segment
• Targeting all segments
• Tapping the Rural
Market
 Bibliography
• www.airtel.in
• www.trak.in
• www.wikipedia.org
• www.ibn7.com (Khabar Live)
• Cell Strot
• The Times of India
• Business World
• Economic Times
• BBC News
• CNBC-TV18
THANK
YOU