PRESENTED BY –NITIN & NADIM (SYMMS)

Integrated Market Communication of

History of Airtel:-

Bharti Cellular launched cellular services 'AiRtEl‘ in Delhi in 1995,Himachal Pradesh in 1997, Karnataka and Andhra Pradesh circles in 1999

In 1998, Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle and in the same year, Bharti Telecom and British Telecom formed a 51% : 49% joint venture

In 2001, Bharti Cellular entered into a joint venture, Bharti Aqua net, with SingTel for establishing a submarine cable landing station at Chennai.

In 2002, Bharti Cellular Ties up with Secondary School Certification Board, Hyderabad, where Bharti will announce SSC results to its customers on their mobile phones.

In the same year,2002,ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs.

Airtel provides SMS facilities to hearing impaired in Chennai(2003)

In 2003, Airtel Subscribers exceed 3 million mark.

Products:- Airtel Connections Postpaid

Airtel Connections Prepaid

Airtel Data Cards

Products:- Airtel Blackberry phones

*On 19 October 2004 Airtel announced the launch of a Blackberry Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele- Ventures Limited and Research In Motion (RIM).

Products:- Airtel I Phones

*As of 22 August 2008, the Apple iPhone 3G is available in India on Airtel.

AIRTEL DIGITAL TV (DTH)

Products:-

Airtel Digital TV* On 9 October 2008, Airtel joined the DTH bandwagon in India with Airtel Digital TV, a Direct-to-Home Television service.

WAR IN SKY DIRECT

TOHOME

ABOUT AIRTEL DIGITAL TV

Parent : Bharti AirtelLaunch on : 9 Oct. 2008Headquarters : MumbaiArea served : All over IndiaKey people : Sunil MittleCEO : Manoj KohliBrand Ambassador: Saif Ali Khan and Kreena KapoorProducts : Direct broadcast satelliteWebsite : www.airtel.in/digitaltvSlogan : “Come Home to the Magic”Present Situation : 21,000 outlets including ARC with1 mn

subscriberSubscribers : 6.26 million as of 30 June 2011

Major Competitor

1. DISH T.V. with 10 million subscriber

2. TATA SKY with 5.5 million subscriber

3. BIG T.V . 1.5 million subscriber

Airtel Connections PrepaidGSM

Type Public company

Industry TelecommunicationFounded 7 July 1995Founder(s) Sunil Bharti MittalHeadquarters New Delhi, IndiaArea served South Asia, Africa and

the Channel IslandsKey people Sunil Bharti Mittal

(Chairman) and (MD)Revenue  US$9.290 billion(201

0)Operating income  $2.313 billion(2010)Profit  $2.079 billion(2010)Total assets  $15.527 billion(2010)Total equity  $9.491 billion(2010)Employees 22,858 (June 2011)Subscribers (India) 171.85 million

(Aug.11)Subsidiaries Airtel Africa

Airtel Digital TVWebsite airtel.in

AB

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Mission & Vision :-

Company’s VISION * “To provide global telecom services and

have delight customers.”

Company’s MISSION* Error- free service delivery  * Innovative products and services  * Cost efficiency  * Unified Messaging Solutions* has a target of 180 million subscribers by

2011

SWOT ANALYSISStrengths:

Excellent Marketing.Good Plans and ServicesWide customer base.Successful introduction of 3G.Tie ups with foreign

companies to improve operations & to go global.

Good brand equity.Good distribution network.

Weakness: Improper customer service.Customer complaint rates are

high according to TRAI. Improper implementation of

Re-branding strategy.

Opportunities:Untapped rural market.Global market.

Threat: Introduction of Mobile

number portability (MNP).Price competition from

Vodafone and Idea.

The following table gives details regarding the subscriber base of each Mobile Service Provider in India as of Jan 2011

GSM Operator Total Subscriber Base – January

2011

Market Share

Bharti Airtel 155,796,598 27.99%Vodafone 127,364,342 22.88%

IDEA Cellular 84,289,641 15.14%BSNL 83,591,015 15.02%Aircel 51,831,796 9.31%Uninor 20,305,550 3.65%

Videocon 6,011,233 1.08%MTNL 5,152,831 0.93%

Loop Mobile 3,062,120 0.55%STel 2,514,777 0.45%

Etisalat DB (Cheer Mobile)

4,52,574 0.08%

All India 564,246,151 100%

REBRANDING ANALYSIS

Reasons of Re-Branding:

• To go Global.

• Strong consumer base over 200 million worldwide.

• Operating in 19 countries

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CONCLUSION

Factors in favour:

Bharti Airtel has maintained its market share in

telecom industry both in the rural as well as in urban

and semi-urban areas and still they are No.1 in the

telecom industry.

Bharti Airtel has successfully introduced 3G through

its wide distribution network, and they are trying to

retain back their customers through its products at

the attractive prices.

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Factors in against:

Bharti Airtel’s rebranding strategy was not as

effective as it has to be, as customers are not getting

familiar with the logo.

Maximum customer complaints has resulted loss of

3.2lakh customers after introduction of MNP

(Mobile Number Portability).

2G Spectrum scam has also affected the market

share of Bharti Airtel.

Contd..

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