PUJAN SHARMAPARVEEN KUMAR

SHALINI SINGHSAMEER BAHARDWAJ

Flow of Presentation

Introduction Product / services Price Place Promotion Finding Suggestion

INTRODUCTION

Introduction

• Largest Private Integrated Telecom Company in India and 6TH largest telecom service provider and 3rd largest single provider

• Largest & Fastest Growing Wireless Operator in India

• Largest Telecom Company listed on Indian Stock Exchange

• More than 110 million people• Largest network in India

Airtel Customer Base

Delhi5%

Mumbai3%

Kolkata3%

Chennai2%

A.P.10%

Karnatka11%

T.N.7%

Maharash-tra6%

Gujarat4%

Punjab 4%

UP (W)2%

Haryana1%

M.P.5%

Kerala2%

H.P.1%

Rajasthan7%

UP (E)6%

WB4%

J & K2%

Orissa3% Bihar

8%

Assam2%

NE1%

MISSION AND VALUESMission

• To meet the global standards for telecom services that delight customers through:– Customer service focus– Empowered employees– Innovative services– Cost Efficiency

Values • CUSTOMER: “We will be responsible to the needs of our customers.”• PEOPLE: “We will trust and respect our employees.”• LEARNING: “We will continuously improve our services – innovatively and

expeditiously.”• COMMUNITY: “We will be transparent and sensitive in our dealings with all

stakeholders.”

PRODUCT/SERVICES

MOBILE SERVICE TELE- MEDIA ENTERPRISE

Postpaid

prepaid DTH

Fixed line

DSL

corporate

carrier

PREPAID

POST PAID

Mobile Services

Customer Base(Nov09):110.53 millionWireless Market Share:25%Population Covered :83%

DTH

DSL

FIXED LINE

Tele-media Services

• Focus on SMB segment and broadband at homes.• This Company offers high speed broadband and Tele-media

business services in 95 cities and recently launched India’s best Direct to Home (DTH) service.

• It has 2.9million customers as on, Oct 2009of which 40.5% were subscribing to broadband/internet servi.ces

• It also provide a range of customised Telecom/ IT solutions and aim to achieve revenue leadership in this rapidly growing segment of the ICT market broadband/internet services.

• This business unit contributes 9% of overall revenue of company.

Fixed Landline

CORPORATE

CARRIER

Providing end to end telecom solutions to large and small &medium businesses.Limited Competition Segment One stop Telecom SolutionTarget 2000,top large corporateLeveraging Integrated play

Passive infrastructure services• Bharti Airtel infratel operates in 11 circles.• Indus towers operates in 16 circles .• Bharti has 42%,voda has 42% and idea has 16% in Indus.

Key performance indicators (Infratel)• Total no of towers-29112.• Sharing factor-1:49.• Sharing revenue per sharing operator • per month 36382.

Key performance indicators (Indus)• Total no of towers-100728.• Sharing factor-1:69.

PLACE

PLACE

• Airtel is India’s first telecom service provider to be working in 23 circle’s•Easily available everywhere- from rural areas to urban areas and from big outlets to pan shops•Extensive sales and distribution channel, with 1,069,706 outlets•Digital T.V. is available to customers through 23,200 retail points in 120 cities across the country

STRATEGY

• Push strategy• Pull strategy• Intensive distribution• “MATCHBOX” strategy

PRICE

NATURE OF THE MARKET

• The market in this area is highly price sensitive.

• In this industry every firm is a price follower.• First mover has the advantage in this industry.

AIRTEL• Airtel aims to maximize the market share.• First Mover advantage - Recharge coupons

WIRELESS NETWORK

• GSM - Bonus Cards - Coupon Cards

• Broadband (Different regions different prices)

Delhi Rs 649 per month Chennai Rs 749 per month Nagpur Rs 749 per month

DTH

Packages offered Kids Plus – 2 channels at Rs 200 p.a.Cine Plus – 4 channels at Rs 350 p.a.Mega sports – 7 channels at Rs 750 p.a.Hindi Plus – 8 channels at Rs 450 p.a.

Pay per channel scheme • Set max- Rs 20p.m• Star cricket-20p.m

STRATEGIES ADOPTED

• Market Skimming Strategy (STD prices and Broadband)

• Market Penetration Strategy product development: (DTH different channel schemes)

Contd.

• Geographical Pricing Different states Different countries Different tariff for different region (DSL)

• Price Rebates DTH services (set top boxes) Free regional channels

Contd.

• Promotional pricing – Airtel has launched various schemes like gaming quizzes which allow players to win cash payback.

• Bundling Broadband and fixed landline Broadband speed and call rates

• Time Pricing Dropping rates at nights (11pm - 7am) Festive season

PRICE DISCRIMINATION

• Airtel follows a Price Discrimination strategy based on gender, age etc. Campus Card Friends Card

PROMOTION

MESSAGE GENERATION AND EVOLUTION

• Premium brand People brand

• Reflect human emotion, aspiration, family centric (Papa drawing karni hai, Papa ka phone aaya tha naa, Kuch

bandhan atoot hote hai, Nigahein campaign, barrier breaks)

• Storyboard, speak out , Poetry, signature tune

Nigahen nigahon se milake to dekho. Naye logo se rishta bana kar to dekhoHasratien dil me dabane se kya haasil hoga apne hoth hila kar to dekhoKhamoshi se kab hoti hai khwahishein poori dil ki baat bata kar to dekhoJo hai dil mei use kar do bayaan khud ko ek baar jata kar to dekhoAasmaan simat jayega aaghosh mein chahat ki baahein phaila kar to dekhoDil ki baat bata kar to dekho.

• TELE ADS• RADIO

“tum ko dekh te hin, charge hua zindagi, kabhi linking road, kabhi peddar road, kabhi meera road, kabhi aarey road, desh bhar mei re-charge kahi bhi, aisi azadi aur kaha”

To increase the potential target market of the product

PLACE PROMOTION

PLACE PROMOTION

• BILLBOARDS• PUBLIC PLACES

Banner Hoardings Poster Flags Sign posts

EVENT AND EXPERIENCE

• KBC• DELHI HAUF MARATHON• BIG BOSS • CHAMPION TROPHY TWENTY-20

Contd.

• Public relation

• Airtel with • I phone• Black berry• Nokia

• Twitter on Airtel

Celebrity Endorsement

SURVEY

Finding• In terms of liking of ads, Vodafone is way ahead of AIRTEL • Viewers have a liking towards most of the celebrities used in AIRTEL

ads.• The viewers like the ads with some funny content but this is missing in

most of the AIRTEL ads• The majority of the customers starts or shifts to a service provider

based upon word of mouth and different schemes under pricing.• A R Rehman is the most favorite celeb in the Airtel promotion.• Airtel DTH is the most less demanded in the people and broadband is

the most demanded.• Idea and Tata- Indicom is the cheaper service provider in the India.• People are not choosing Airtel because of unnecessary disturbance and

pricing schemes.

Suggestion

• Along with using various celebrities for endorsements, AIRTEL should try to introduce advertisements with some sort of humor.

• The majority of perspective customers are teenagers, so AIRTEL ads should be more go-around them.

• The people now days have started using more and more internet, so along with TV Advertisements, AIRTEL should give more attention to online advertisements.

• People give very less attention to the print ads, so these ads should be mainly informative ads, the ads giving information about new schemes and recharge coupons etc.

• Airtel should open own more outlets.

THANK YOU