VISION & MISSION OF AIRTEL

Group member name

Ramesh SharmaRamesh Sharma Kamlesh PatilKamlesh PatilRounak JainRounak Jain Narendra JainNarendra Jain

Submitted to Prof. Aslam

Type Public

Founded 1995 as Bharti Tele-Ventures [2]

Founder(s) Sunil Bharti Mittal

Headquarters

New Delhi, India

Key people Sunil Mittal(Chairman) & (CEO)

Industry Telecommunications

Products WirelessTelephoneInternetSatellite Television

Revenue ▲ US$ 6.73 billion (2008)

Net income ▲ US$ 1.59 billion (2008)

Total assets ▲ US$ 12.28 billion (2008)

Owner(s) Bharti Enterprises

Website Bharti GroupAirtel

VISION

“To be globally admired for telecom services that delight customers”

MISSION

Customer service focus Empowered employees Innovative services Cost efficiency

One of India’s leading private sector providers of telecommunications services

The company was the first private operator to provide mobile services in all the 23 circles in India

The number of telephone subscribers in India increased to 494.07 Million at the end of August-09 from 479.07 Million in July-2009, thereby registering a growth rate of 3.13%. With this, the overall Tele-density in India reaches 42.2

Total subscriber for airtel till aug. 2009 are107996533

The company complements its mobile, broadband & telephone services withnational and international long distance services. The company also has asubmarine cable landing station at Chennai, which connects the submarinecable connecting Chennai and Singapore

BACKGROUND OF

BACKGROUND OF

Recent Highlights 2005-2006     New structure  created to  take forward the  corporate  vision of making

Airtel the most admired brand by 2010 Manoj Kohli to be the President Of Bharti Airtel Joint Presidents appointed for three independent SBUs – K Krishnan

(Broadband & Telephone Services); Vinod Sawhny (Enterprise Services) and  Sanjay Kapoor (Mobility)

Airtel Management Board Chaired by Manoj Kohli to consist of three Joint Presidents and Sarvjit Dhillon (Director -Finance & Business Integration), Jai Menon (Director IT & Innovation), Hemant Sachdev (Director, Marketing & Communication), Don Price (Director, Networks)  for Bharti Airtel.

MARKETING VALUE

Matching Demand to Supply Just in Time Marketing Consumer win win approach Customer first thinking Market creation Trust & empathy

MARKETING PROCESS

& COMMUNICATION

INTERACTIVE Point of need

Communication Personalization Interactive Conversations

MARKET ANALYSIS

Customer delight

Measuring customer satisfaction, channel satisfaction, walk in feedback score

Marketing performance

Brand performance

CONSUMER APPROACH

Anticipates customers needs Transparent in dealing with customers Attending the problems of the customer before one’s own Creates energy & excitement at work Goes beyond tasks to attend the emotional needs of people

GSM Market Share

19.3%

2.6%2.9%4.0%2.8%

5.2%

24.0%

27.9%

11.2%

Bharti

BSNL

Hutch

Idea

BPL

Spice

Aircel

Reliance

MTNL

MARKET SEGMENTATION & POISITIONING

BASES OF SEGMENTATION

Geographical segmentation Demographic segmentation Behavioral segmentation

POSITIONING OF

A decade ago, Airtel positioned itself as an aspirational & lifestyle brand.

The target customer was clearly defined: elite upmarket, professionals & entrepreneurs.

Airtel’s power trip : logo was black with tagline “power to keep in touch”.

power to keep in touch

Airtel brand then aimed at leadership, be it in innovation, network, offering or service.

Tagline indicated it: “Airtel celebrates the spirit of leadership” & The first choice of corporate leaders”.

In 1999, communication changed from “power” to “Touch tomorrow”.

Touch Tomorrow

In 2002-2003 it was changed to “Live Every Moment” In 2003, Airtel adopted the “ Express Yourself “ positioning

which is also its current tagline.

BRAND IMAGE

Aggressive market expansion Functionality & Efficiency Physical presence People’s emotions

BRAND MANAGEMENT

Unlocking consumer scarcities

One to one, one to many relationships

Need for a trusted partner Consumer outsource

NEW PRODUCT DEVELOPMENT

Towering strength Meet requirement Developing applications

MARKETING ENVIRONMENT

Aim:- To create, capture n deliver value. They introduce cutting edge marketing management

which involves thinking & provide framework & strategies. Emphasize market leader. Cross cultural negotiation.

Pricing policy

Dynamic Pricing Multiple pricing Points. Value addition to customer. Freedom of choice.

MARKETING REVERSE SYSTEM

Process Organization Mass Customization Sector Destruction Integrated Solutions Integrated Business Design Consumer Spaces Social Responsibility