Sapna Agarwal 08-702Vinay Agnani 08-704Vaibhav Alone 08-705Tejashree Bole 08-712Smita Bommera 08-713Promod Kamble 08-730Nupur Khanna 08-733Sanjukta Mukherjee 08-740Reemis Rodrigues 08-749Neha Vyas 08-757

Source : COAI, ETIG database

• India’s largest GSM mobile operator.

• Category of the company Public, Listed on BSE

• Founded 1985

• Headquarters New Delhi-India

• Key people Sunil Mittal

• Industry Telecom

• Revenues Rs37500 cr

• Website www.bhartiairtel.com

ABOUT THE COMPANY

BUSINESS UNITS

• Total cost control• Pre Activated STD/ISD• Strong Network

Coverage

Prepaid mobile phone! Postpaid Mobile Phone!

•Easy Billing· Easy Payment Options. Anytime, Anywhere.· Credit Limit· Strong Network Coverage· Long Distance Calling Facility· Widest Roaming (National and International)· GPRS – Roaming

Products

PRICING STRATEGY.Varied call charges based on the time when the call was made•E.g. – users were charged Re. 1 for the first min and 0.50p every min for outgoing calls in the time slot of •The rates were lowered at nights to Rs. 0.40 and Rs.0.60 respectively.•Life time validity card for Rs.99 only•Launched special offers –sms packs, STD pack etc.•Low roaming tariffs. •Free GPRS services for there pre-paid and post paid customers.

PEOPLE

• Total Employees 25,616( Bharti Airtel consolidated) . High employees attrition rate.

• 118.86 million mobile customers (Dec 09)

PLACE

• It has wide and extensive presence even in the remotest areas of India and Sri lanka

• Airtel Customer Care Touch Points

• Distributors

E.g. Paan shops, grocery stores, chemists, mobile phone outlets, etc.

• 23-telecom circles of India

PLACE

PROMOTION• Official IPL Sponsors• TV Ads• Show sponsors• Danglers outside retail outlets (pan wala’s)• Hoardings• Delhi half marathon• Tie up with social networking sites & retail stores.• Online ads.• Different strategy of advertising ( Pan wala’s and taxi

drivers with mobiles)

PROCESS• Min service std’s laid down by TRAI have to be

adhered to.• 4 hrs 4 activation & 72 hrs for doc verification• Depending on Severity of problem, feedback call may

or may not be given.• 121 toll free no for any service or query• Customer complaints to be resolved within 72 hrs

maximum if not extn must be asked for• Services mostly outsourced (Symbiotic)

14

SERVICE BENCHMARKS

PROCESS

PHYSICAL ENVIRONMENT

GAP MODEL

• Gap 1 – Customer Expectation & Company Perceptions of Customer Expectaion– Lack of communication between Dept.– Focus on new customer

• Gap 2 - Customer – Driven Service Design & Std. & Company’s Perception of Consumer Expectation

• All services & process of Airtel are outsourced• No proper system to develop a new service are

• Gap 3 – Customer – driven service Design & Std. & service deliver– Increasing customer base– POI

• Gap 4 - service deliver & External Communication to customer

• Closing of Gaps– Relationship marketing– Employee mgmt.