MARKETING

MANAGEMENT
 MMM
Sr. No. Names Roll No.

1 AJANI KAJAL P. MM-10-01

2 SWAMIKUTTY ANISH RAJ MM-10-02
3 DHAS AMIT J. MM-10-08
4 JADHAV SAMIR S. MM-10-14
5 KAMATH VINAYAK R. MM-10-15
6 RAI ANIKET B. MM-10-23
 Evolution of Telecom In India
Department of Telecommunication (DoT) is the main body formulating
laws and various regulations for the Indian telecom industry.

ILD services was

BSNL was Number portability
opened to Intra-circle
Independent established was proposed
competition merger guidelines
Private regulator, by DoT Calling Party (pending )
players were TRAI, was were established
Pays (CPP) was Attempted to
allowed in established Go-ahead to implemented boost Rural
Value Added the CDMA telephony
Services technology
1994 1999 2002 2005 2007
2003 2004
INDIA

1992 2000 Internet Unified 2006

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

ILD – International Long

Distance 3
Indian Telecom Sector
• Fastest Growing Sector – CAGR 22% (2002-07)
•
• Second Largest Telecom Market
– Lowest tariff charges in the world
– Wireless Subscribers – 315.3 Mn
– Wireline Subscribers – 38.4 Mn
– Teledensity – 30.6
–
• 23 Circles - 4 Categories ( Metro, A, B & C)
•
• Bharti Airtel – Largest player with presence in
23 Circles
– 4
Integrated Telecom Company
q Wireless Services qEnterprise
– 2G/3G Services
– Rural Market – Carrier
– – Corporate
qTelemedia –
Services qPassive
– Fixed Line Infrastructure
– Broadband – Bharti Infratel
– DTH – Indus Tower

5
Bharti Airtel
• Largest Private Integrated Telecom
Company in India
•
• 3rd Largest Wireless Operator in the
World
•
• Largest & Fastest Growing Wireless
Operator in India
•
• Largest Telecom Company listed on
Indian Stock Exchange
6
•
Mission
We will meet the mobile communication needs of our customers through:
§Error-free service delivery.
§Innovative products and services.
§Cost efficiency.

lues
•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 improvem
7
Core Values
• 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 quo, innovate and
energize new ideas with a strong
passion and entrepreneurial spirit
• Openness and transparency - with
an innate desire to do good
• Creating Positive Impact – with a
desire to create a meaningful
difference in society. 8
Objectives/Goals
• To undertake transformational
projects that have a positive
impact on the society and
contribute to the nation building
process.
• To Diversify into new businesses in
agriculture, financial services and
retail business with world-class
partners
• To lay the foundation for building a 9
Airtel – Strategy
MANTRA : Focus on Core
•

Competencies and Outsource the

rest!
•

10
Strategies
Current Strategy
•

• Globally partnered with leading players in telecom.

•

• It has managed to work with the best of global specialists.

•

• Operational contracts with marquee vendors, strategic

investors ranging from private equity investors to global
telecom giants.
Future Strategy
•Tra n sla te its exp e rtise in In d ia n m a rke ts.

•Te ch n o lo g y le a d e rsh ip is a m u st – A irte lm u st e n su re th a t its

re lia n ce o n G S M te ch n o lo g y d o e s n o t re n d e r it o b so le te .

•Indian market inspite of being the worlds largest is still not

matured. Opportunities abound in the hinterland which must
be exploited.
11
Porters Generic Strategy

N a rro w
M a rke t
S co p e

B ro a d
M a rke t
S co p e

D iffe re n tia l S tra te g y C o st Le a d e rsh ip

U n iq u e n e ss Lo w C o st
C o m p e te n cy C o m p e te n cy
Porter’s 5 Forces

13
1. Threat from Competition
Wireless Market – Top 4 garnering 75 %
market share

HIGH

14
15
2. Customer Bargaining Power
Ø Lack of differentiation among Service
HIGH
Providers
Ø Cut throat Competition
Ø Low Switching Costs
Ø Number Portability will have –Ve Impact
Ø Businesses & Consumers

16
3. Suppliers Bargaining Power
LOW

17
4. Threat of Substitutes
Ø Landline DIMINISHING MARKET HIGH
Ø CDMA
Ø
Ø Video Conferencing
Ø BROADBAND
SERVICES
Ø VOIP - Skype, Gtalk, Yahoo Messenger
Ø e-Mail & Social Networking Websites

18
5. Threat of New Entrants
Ø Huge License Fees to be paid upfront & High gestation
period
Ø Entry of MVNOs & WiMAX operators LOW

Ø Spectrum Availability & Regulatory Issues

Ø Infrastructure Setup Cost - High
Ø Rapidly changing technology
Ø

19
SWOT Analysis
7 P’s of Airtel

21
 •PRODUCT
• Airtel Pre-paid
• Airtel Post-paid
• Blackberry Wireless Handheld
PRICE
•Customer based pricing strategies.
•Flexible pricing mechanism
•Controlled by TRAI.
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.
•
•

and video advertising.

its Signature tune from A.R. Rehman, this signature tune is the most downloaded
ons such as Bollywood movie premiers, music services such as ring back tones &

22
23
 Physical Environment
EOPLE
Total Employees 25616( Bharti Airtel consolidated) as per Q3 08.
Dedicate and passionate workforce.
One of the best customer support.
Have won 2nd Best employer award in 2004.

S
s for services is very easy and customer can avail it very easily.
the customer support no. which can be dialed from anywhere in Ind

24
 BCG Matrix for Bharti Airtel
Stars ?
HIGH

Retail
Insurance
Mobile Services
DTH & IPTV

Broad Band
Cows Dogs
• Fixed Line Services
•

•
•

•
LOW

HIGH LOW
Market Share 25
PRODUCTS

PRODUCTS
Market Share (GSM Mob. Services)
 Changing Demographics

ØDemand for VAS & Broadband

services Among Youth
Ø
Ø28 % Urban Population
Ø
ØRapid Urbanization
Ø
ØRising Income level
Ø

Source: Mckinsey Report

 TARGETING

• Elite
•
• Up market professionals
•
• Entrepreneur with business plans
•
• Low income mass category
•
• Youth
•

• Women and senior citizens by post paid connection

•
Positioning through Product Innovations
References
• Bharti Airtel, Annual Report -2008
• Investors presentation, Bharti Airtel Limited,
November 2008
• Telecommunication Services, Indian Industry: A
Monthly Review, CMIE – November 2008
• Analyst Report – Bharti Airtel, Asit C. Mehta
Invesment Intermediates Ltd.
• Telecommunication Sector Report – March 2008,
CRISIL
• Capitaline Database http://capitaline.com
• Indian Telecommunication Sector - August 2007,
IBEF Report
• “Next Big Spenders – Indian Middle Class”,
Businessweek 31
Thank You!!!!!!!