Airtel's Marketing Strategy

7/29/2019 Airtel's Marketing Strategy

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anoop KoshyII Sem MBA

Marian International Institute

of Management (MIIM)


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Airtel, is an Indian telecommunications company Headquarteredin New Delhi, that operates in 20 countries across South Asia,Africa and the Channel Islands.

Airtel is the third largest telecom operator in the world with over

243.336 million customers across 20 countries as of March 2012. It is the largest cellular service provider in India, with over 181

million subscribers at the end of March 2012.

Airtel is the third largest in-country mobile operator by subscriberbase, behind China Mobile and China Unicom.

Revenue`

596.01 billion(2011)Profit ` 60.46 billion (2011).

Total assets ` 1,007.85 billion (2011)


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At the time of launch

The first mover in the market was Airtel whichlaunched its services in Delhi in Aug 1995

(Informal launch). Essar Cell phone followedby launching its services informally in Oct95. At this point of time, the market was at anascent stage, awareness level was low and

both operators independently tried to spreadawareness and educate the people.


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The product or service isthe heart of the marketing mix.Without a product or a service custome

rs' needs cannot be satisfied


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a)They take personal responsibility to "get" the

answer for any problem faced by the customer.

b) They anticipate customers' problems and take pro-

active steps to prevent them.c)They give answers to the questions & requests,

quickly &efficiently.

d)They have a positive tone & manner whileinteracting with customers.

e)They end the interaction on a positive or a humorousnote-making the last 30 seconds count.


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INTRODUCTION GROWTH MATURITY

Create productawareness and trial

Maximize market share Maximize profits wholedefending market share

Marketing Objectives


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INTRODUCTION GROWTH MATURITY

Product Offer a basic

product/service.

Offer value added

services.

Increase in

number of valueadded services.

Price Charge cost-plusPrice

To penetratemarket

Price to match orbest competitors

Distribution Build selectivedistribution

Build Intensivedistribution.

Build moreintensivedistribution

Advertising Build productawareness amongearly adopters anddealers.

Build awarenessand interest in themass market

Stress branddifferences andbenefits

Sales Use heavy sales Increase to Increase to

PromotionPromotion toentice people tosubscribe

Build andmaintainrelationship with

customers

Encourage brand-switching


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Today, the 70% Airtel users preferred to remainwith Airtel. Also good no. of users who werewilling to switch from their respective

subscribers showed interest in Airtel. Hence,these statistics imply a bright future for thecompany. Also the company is now providingmore services. The main marketing technique

of Airtel is, acts according to the minds ofpeople.


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Customer-Defined Business Processes

Based on Customer Specifications, AirTel havewebbed many business processes on the followingconcepts:

Delivery timeTurn around time

Lead-timeTime to marketOther performance indicators


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Result Oriented ApproachEach process has been designed by first planning thedesired result. The targeted results are then arrived atthrough identification of the following:

The next-customer and end-customer expectations.

Quantifiable purpose of the process and key resultareas.

Past experience of "What went wrong and can gowrong".


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In 2002, Airtel signed on music composer A

R Rahman and changed its tune to "Liveevery moment": Rahman's signature tune forAirtel is, perhaps, the most downloadedringtone in India. But that was just part of the

ongoing communication.

Documents

Airtel's Marketing Strategy