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This Presentation details the various markeitng and promotional startegies adopted by Airtel

This Presentation details the various markeitng and promotional startegies adopted by Airtel

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  • 1. MARKETING MANAGEMENT ASSIGNMENT (II)- AIRTELANSHUMAN DUTTA215111070, 2011 -13 1
  • 2. CONTENTSINTRODUCTON……………………………………………………………………….……3HISTORY………………………………………………………………….…………………4CERTAIN FACTS ON AIRTEL…………………………………..………………………..4MISSION OF ORGANISATION……………………………………….…………………..5SERVICES OFFERED………………………………………………………………………5VALUES OF ORGANISATION…………………………………………...……………….7EVALUATION OF AIRTEL BRAND ELEMENTS……………………………………...8BRAND AWARENESS……………………………………………………………………...9NEW ADVERTISEMENT……...………………………………………………………….10BRANDING STRATEGIES………………………………………………………………..11REPOSITIONING………………………………………………………………………….12VALUE ADDED SERVICES………………………………………………………………13PROMOTIONS……………………………………………………………………………..13CAMPAIGNS……………………………………………………………………………….15AIRTEL MARKET ORIENTATION……………………………………………………..15GREEN INITIATIVE………………………………………………………………………15ACQUISITIONS AND MERGERS……………………………………………………….16JOINT VENTURES………………………………………………………………………...17SALES STRATEGY………………………………………………………………………..19PRICING STRATEGY…………………………………………………………………….20RECOMMENDATIONS…………………………………………………………………..21REFERENCES……………………………………………………………………………..22 2
  • 3. INTRODUCTIONAirtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobileand China Unicom. Bharti Airtel Limited (NSE: BHARTIARTL, BSE: 532454), commonlyknown as Airtel, is an Indian telecommunications company that operates in 20 countriesacross South Asia, Africa and the Channel Islands.It operates a GSM network in all countries, providing 2G or 3G services is the worlds fifthlargest telecommunication company and has more than 150 million users in India, 40 millionin Africa and another 10 million in Bangladesh and Sri Lanka. In November 2010, Airtel saidits subscriber base has crossed the 200 million mark and unveiled a new logo to mark theachievement. The company has a submarine cable landing station at Chennai, which connectsthe submarine cable connecting Chennai and Singapore.The logo as shown alongside is a modern representation of the letter a on a bright redbackground. Here are some notes and comments from Bharti on their design  The unique symbol is an interpretation of the „a‟ in airtel.  The curved shape & the gentle highlights on the red colour make it warm & inviting, almost as if it were a living object.  The logo represents a dynamic force of unparalleled energy that brings us and our customers closer," it added.  The “unboxed” having been freed of its rigid boundaries.  The colour "Red is part of our heritage and it is the colour of energy & passion that expresses the dynamism that has made Airtel the success it is today, in India, and now on the global stage.  The logo has been designed by creative agency BRAND UNION. 3
  • 4. - The entire re-branding campaign has apparently cost the company close to Rs 350-Crore.- A new theme tune, composed by A.R Rehman has also been released.HistoryBharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liabilityunder the Companies Act, for promoting telecommunications services. Bharti Tele-Venturesreceived certificate for commencement of business on January 18, 1996. The Company wasinitially formed as a wholly-owned subsidiary of Bharti Telecom Limited. Sunil Bharti Mittalis the Founder, Chairman and Group CEO of Bharti Enterprise.Certain facts on Airtel  Headquarters New Delhi, India  Area served South Asia, Africa and the Channel Islands  Key people Sunil Bharti Mittal (Chairman) and (MD)  Products Fixed-line and mobile telephony, broadband and fixed-line internet services, digital television and network services  Revenue increase US$9.290 billion (2010)  Operating income increase $2.313 billion (2010)  Profit increase $2.079 billion (2010)  Total assets increase $15.527 billion (2010)  Total equity increase $9.491 billion (2010)  Employees 22,858 (June 2011)  Parent Bharti Enterprises (63.45%)  SingTel (32.15%)  Vodafone (4.4%)  Subsidiaries Airtel Africa, Airtel Digital TV  Website www.airtel.inCoverage map of Bharti Airtel across 20 countriesImage Credits- WWW.DINESH.COM 4
  • 5. The company is structured into four strategic business units – Mobile, Telemedia, Enterpriseand Digital TV.The mobile business offers services in India, Sri Lanka and Bangladesh. Telemedia businessprovides broadband, IPTV and telephone services in 89 Indian cities. Digital TV businessprovides Direct-to-Home TV services across India.The Enterprise business provides end-to-end telecom solutions to corporate customers andnational and international long distance services.Mission of the Organization  The company meets the mobile communication needs of their customer through Brand identity  Error free service delivery  Cost efficiency  Unified messaging solutions  Innovative products and serviceServices Offered By the CompanyAirtel PrepaidBharti Enterprises, Indias leading integrated telecom service provider gives AirtelPrepaidReady Cellular Card and Recharge Cards are available, all over the city at our retailoutletsincluding 24 hour outlets. Airtel gives maximum benefits as it has no rental, no bills, and nodeposits. It gives crystal clear communication all over the cities in Karnataka.Total Cost ControlEnjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as much as youfeel the need to! Now thats what we call complete freedomNo Rentals and No depositsBuy an Airtel prepaid card without having to pay any rentals! Airtel prepaid card comeswithout having to pay hefty deposits!STD /ISD facility till the last rupeeNow experience complete freedom like never before with Airtel! Our STD / ISD facilityallows making long distance calls in India and Overseas from cellular phone!Instant Balance InquiryCheck your talk-time instantly by calling our toll-free number!60 second pulseAirtel provides you with a 60-second pulse rate! Freedom for you to experience like neverbefore. 5
  • 6. Instant RechargeAvail of instant recharge on your Airtel prepaid card with just a few simple steps.24-hour recharge facilityWith our round-the-clock recharge facility, recharge you Airtel prepaid card anytime,anywhere.Caller Line IdentificationCall Line Identification gives you the power to know the phone number of the calling partyeven before you answer the call, thus giving you the choice to either reject or take the call. Itprovides the added advantage of saving the incoming number directly in the Handset PhoneBook. So that the next time you want to call the same person, you dont need to retype hisnumber, simply use your phone book.Call Divert, Call Hold and Call WaitAvail of special services like call waiting, call hold and call divert- all with your Airtelprepaid card.Short Messaging Service (SMS)With Airtel Short Messaging Service (SMS), send messages and jokes to your friends andcolleagues, anytime anywhere.SMS based Information ServicesWith Airtel SMS based information services; you can get up to-the-minute cricket scores,order flowers as well as send couriers or check your daily horoscope.Voice Mail serviceVoice Mail lets you receive messages even when your handset is switched off or when youare outside the coverage area. You can listen to your messages whenever you feel like, fromanywhere in the world. Voice Mail can store up to 75 messages.Widest availabilityAirtel prepaid ready cellular card are available all over the city at over 7000 retail outletsincluding 24 hours outletsAirtel PostpaidAirtel postpaid connection offers enhanced full rate with distortion free high clarityvoice. Itprovides seamless, crystal clear no congested, easy accessible, network and finest 24Hourscustomer service facility. 6
  • 7. Easy BillingOne can enjoy the luxury of viewing details of your last 3 billing cycles and the convenienceof paying your Airtel bill online.Call Divert, Call Hold and Call WaitAvail of special services like call waiting, call hold and call divert –all with your Airtelpostpaid connection.Short Messaging Service (SMS)With Airtel Short Messaging Service (SMS), send unlimited messages and jokes to yourfriendsand colleagues, anytime anywhere.Caller IdentificationCall Identification gives you the power to know the phone number of the calling party evenbefore you answer the call, thus giving you the choice to either reject or take the call. Itprovides the added advantage of saving the incoming number directly in the Handset PhoneBook. So that the next time you want to call the same person, you dontneed to retype hisnumber, simply use your phone book.Voice MailVoice Mail lets you receive messages even when your handset is switched off or when youareoutside the coverage area. You can listen to your messages whenever you feel like,fromanywhere in the world. Voice Mail can store up to 75 messages, with each message oftwo-minute durationSTD/ISD FacilityNow experience complete freedom like never before with Airtel! Our STD/ISD facilityallows youto make long distance calls in India and Overseas from your cellular phone.Roaming (National and International)Airtel‟s Roaming service allows you to use your mobile phone to make or receive calls from almost anywhere in India and abroad! Enjoy roaming within the country aswell asacross international destinationsValues of the OrganizationsInnoventuringTo generate and implement entrepreneurial and innovating ideas which continuously createsnew growth engines. 7
  • 8. Customers firstTo provide service beyond the expectations of the customers. The quality of thecustomerresponsiveness clearly differentiates them from others.Performance cultureTo benchmark the processes and performances against world class standards, to distinguishbetween performers, by valuing achievements at the individual as well asteam level.Valuing partnershipGet committed to building exemplary relationship with partners who stand on the principlesof mutual growth and trust.Valuing peopleTo mature as environment where people are respected and their uniqueness is valued. Theybelieve that people are their key differentiator.Responsible Corporate CitizenshipCommitted for making a positive and pro-active contribution to the society. They willcontribute to and abide by environmental and legal norms.Ethical PracticesThey will uphold the highest ethical standard in all internal and external relationship.Evaluation of Airtel Brand ElementsMemorability:  Easily recognized  Easily recalledThe brand elements of Airtel are memorable. It has no complexity in their brand elements. At least people caneasily recognize and recall the parent brand Airtel Bharati. Though its sub-brands are little bit tough torecognize and recall. So we can say parent brand are highly memorable.Meaningfulness:  Descriptive  PersuasiveBrand elements may take on all kinds of meaning, with either descriptive or persuasive content. The brandelements of Airtel have descriptive meaning and suggest something about the product category. 8
  • 9. Likability:  Fun and interesting  Rich visual and verbal imagery  Aesthetically pleasingAirtel uses its parent brand name in different font and style as their logo and symbol of parentbrand. Different brands of Airtel Bharti use different brand elements. Brand elements of Airtel are so muchlikable. It is likable especially to the educated or to the brand loyal people.Transferability:  Transferability within and across product category  Transferability across geographic boundaries and cultureTransferability means how useful is the brand elements for line or category extension. In general the lessspecific the name, the more easily it can be transferred across categories. In that sense Airtel Bhartiissuccessful in terms of transferability. Because it already introduced other products that havebeen accepted by the customers.Adaptability:  Flexible  UpdatableThe fifth consideration for brand elements is their adaptability over time. The brand Airtel ishighlyadaptable and updatable. It was launched in 7 July 1995, and continuing by the same name. Itdoesn‟t have to face any problem to change or update the brand elements with the change of time.Protectability:  Legally  CompetitivelyThis is the final consideration of evaluation criteria. The brand elements of Airtel Bharti areprotectable both in a legal and a competitive sense because it is registered with theappropriate legal bodies and vigorously defended trademark from unauthorized infringement.Airtel Brand AwarenessFor a brand to be successful, it must build enduring relationship with different audiences.Integral to this relationship is the visual image of the brand the consumer carries in his/hermind.The Airtel brand image is created through consistent application of a carefully developedvisual identity, which helps Airtel distinguish itself in a cluttered market. Airtel visualidentity helps to create instant brand recall and strengthens the relationship that it audiencehave with it. 9
  • 10. Brand Slogan“aisi azadi aur kahan”Signature TuneIn 2002, Airtel chose one of the country‟s most successful music composers A R Rahman andtune he gives,denote “Live every moment”Jingles“Nigahein nigahon se mila kar to dekho, naye logo se rishta banakar to dekho…”Airtels brand new advertisementIt is based on the easy friendship of college youth, is possibly the most talked-aboutmarketing campaign on air today. It is refreshing, it is different, and it is making waves, bigtime. The theme of this very catchy advertisement is that every single friend, indeed everytype of friend is essential to ones life (“Har ek friend zaroori hota hai”). The lyrics sing forthemselves –“…Koi chat room friend, koi classroom friendShopping mallwala shopping friendKoi exam hallwala copying friendMovie buddy, groovy buddyHi buddy bye buddy…joke buddy poke buddyGaana buddy shaana buddy…Chaddi buddy yaar buddyHar ek friend zaroori hota hai!”The Airtel campaign is a spontaneous celebration of friendship, and it appears to havetouched a wonderful chord amongst so many viewers. It has achieved such instant successdespite featuring no celebrity, not even a known face.Instead, around 70 young actors inject the film with incredible energy.The key reason for its success:The campaign reflects a deep human insight, that friendship is one of the most endearing andtreasured aspects of our lives. Several consumers have commented online that theadvertisement evokes wonderful memories of friendship for them, that it makes them humwith the glow of friendship all over again. 10
  • 11. BRANDING STRATEGIES OF AIRTELBrand PositioningAirtel positions itself as juvenile brand linkages to celebrities such as SRK and Sachin. Airtelistransforming itself fully into a service led brand.From Touch Tomorrow to Live Every MomentIn late-2002, Bharti Cellular Ltd. (Bharti), Indias largest cellular telephone company releaseda television commercial (TVC), which despite using the oft-repeated celebrity endorsementroute was unusual in terms of its celebrity selection. Instead of using the usual moviestars/sports celebrities, it chose one of the countrys most successful music composers,A.R.Rehman to promote its brand.The campaign attracted considerable media attention because this was the first time Rehmanhad agreed to do a television commercial and also because, Rehman had been paid Rs 10million for the campaign, a sum usually unheard of, for celebrity endorsers in India. Thecampaign received brickbats as well as bouquets in the media, both for the selectionof Rehman and the TVCs execution. However, Bharti claimed to have scored an ace in termsof getting Rehman to compose five exclusive symphonies downloadable as ring tones forAirtel users.The TVC was a part of the brand repositioning and restructuring efforts for Airtel, as part ofwhich, Bharti changed the brands tagline in early-2002 from Touch Tomorrow to LiveEvery Moment. The company also decided to undertake a comprehensive brand buildingprogram for the company and chose the slogan Unlimited Freedom for the same.Commenting on these changes, company sources said, "Airtels brand identity and campaignwill now have a new younger and international look and feel that builds on the earlier 11
  • 12. positioning."Bhartis massive media expenditure plans were no surprise, considering the factthat it was the largest cellular telecom company in the country - reaching over 600 millionpeople in 16 (out of 29) states of India. The company posted revenues of Rs 8.48 billion and anet loss of Rs.1 billion in the financial year 2000-01.The Airtel brand (and the pre-paid card service brand, Magic) had top-of-the-mind recallamongst cellular phone users and enjoyed a leadership position in most markets. Industryobservers primarily attributed it to Bhartis strong brand building and positioning strategies.Repositioning AirtelThe above realization led to the launch of the Leadership Series campaign, which featuredsuccessful men and women with their deluxe cars, carrying laptops and using cell phones. Acompany source said that the campaign was aimed at positioning Airtel as an inspirationalbrand, which was meant for leaders and celebrities. Other supportive values associated withthe brand-included courtesy, politeness and efficiency. The campaign was reportedlysuccessful and resulted in a marginal improvement in Airtels performance.By 1999, Bharti had become the leading cellular player in Delhi (its major market) with asubscriber base of over 0.38 million. However, the growth was still much below thecompany‟s expectations. Meanwhile, as the competition in the sector intensified, thegovernment also decided to reduce tariff rates. As a result, the players made all efforts toextend their horizons to reach customers across all sections. Essar, the nearest competitor ofAirtel, began offering tariff plans, schemes and services that were identical to that of Airtel.Repositioning Airtel - Once Again!Due to consistent marketing efforts, the Airtel and Touch Tomorrow campaign became verypopular. Therefore, Bhartis decision to withdraw this campaign (Touch Tomorrow) in 2002came as a surprise to many. The new campaign was accompanied by a change in the logo aswell. The idea behind the new logo was to give Airtel a younger look. The logo (with newdesign and colour pattern) symbolized innovation, energy and friendliness.On 18 November 2010, Airtel rebranded itself in India in the first phase of a globalrebranding strategy. The company unveiled a new logo with airtel written in lower case.Designed by London-based brand agency, Brand Union, the new logo is the letter a inlowercase, with airtel written in lowercase under the logo.On 23 November 2010, Airtels Africa operations were rebranded to airtel. Brandpositioning handled by Ogilvy. Sri Lanka followed on 28 November 2010 and on 20December 2010, Warid Telecom rebranded to airtel in Bangladesh- JWTThe "Value Added Services" provided by Airtel  Voice Mail service This system is similar to the answering machine - if the user is not able to answer a call for some reason the caller can leave messages in the voice mail box which can be later retrieved by the user.  Short Message Service The short message service is like a two-way pager. It gives an option of sending and 12
  • 13. receiving text messages directly from one mobile phone to another without the intervention of an operator.  Mobile Fax 1 Data Service This service helps the subscriber to send and receive Faxes, access E-mail, download computerfiles from other systems and remotely log on to another computer and surf the Internet.  Cash Card The cash card is a pre-paid and pre-activated card which allows the buyers to buy air time inadvance. All it requires is the payment of an initial amount. This is a useful service for peoplewho travel to Delhi often and those who want to control the expenses on their calls.  Caller ID Displays calling persons number.  Outgoing call restriction To prevent or limit outgoing calls, for example, in peak hours. Also possible to exclude one or several countries or any geographical region, to permit only local calls, or to limit the outgoing calls to a listed number.  Call forward Incoming calls can be forwarded to another fixed or mobile phone. Besides these some other services provided by Airtel are - Call conferencing, Call broadcast etc. It is in the operators -Interest that they not only get many subscribers but also get them to use the mobile facility frequently. In the early stages getting increases to subscribe may be easier than getting them to talk since they will find it costlier to use the mobile phone as compared to a conventional phone.  Roaming Facility Roaming facility is available while the subscriber is travelling. The billing is done in the home network (Delhi). Roaming facility is available manually as well as semi- automatically. Once a subscriber is in any other city or country, where a GSM network is available, simply insert the SIM card of the local operator into your handset and start talking.Promotional StrategyAirtel has been dependent on tactical advertising. However, it has restrained from usingcomparative advertising.Hoardings have been a very popular medium for carrying the advertisements. Airtel has alsobeen advertising on television using the Bharti Telecom name. 13
  • 14. 14
  • 15. Airtel’s Campaign  Delhi half marathon  Border-Gavaskar trophy  Indian fantasy league  Delhi golf tournament  $1million sponsorship for CWG  Indian Cricket Team  Manchester United Football Club  Indian Formula One Grand PrixAirtels Marketing OrientationSince this is a high-involvement expensive product, the service provider has to fully take careof the customers.  They take personal responsibility to "get" the answer for any problem faced by the customer  They anticipate customers problems and take pro-active steps to prevent them  They give answers to the questions & requests, quickly & efficiently.  They have a positive tone & manner while interacting with customers.  They end the interaction on a positive or a humorous note-making the last 30 seconds count.Airtel realizes that attracting people Is easy but converting them into loyal customers is hard,hence emphasis is on maintaining a Smiling and a Friendly Atmosphere to please and retainthe customerGREEN INITIATIVESGreen Towers P7 programAs of today, Bharti Infratel is the only telecom tower company, which has installed almost 3MWT of solar capacity on their network, generating more than 5 million units of electricityevery year. The Green Towers P7 program is scoped for 22,000 tower sites (primarily ruralareas having low or no Grid Power availability) out of which 5,500 sites have already beenimplemented in the first year as a part of this 3-year program. Once completed, the initiativewill reduce diesel consumption by 66 million litres per year with a significant carbon dioxidereduction of around 1.5 lac MT per year. 15
  • 16. Bharti Infratel bagged the 2011 Green Mobile Award at the GSMA Mobile World Congressat Barcelona and was also awarded the 2010 innovative infrastructure company of the yearaward at the CNBC Infrastructure Awards for this ground-breaking initiative.Bharti remains the first company in the world to introduce the practice of sharing of passiveinfrastructure by collaborating with their competition to share mobile towers and to reducethe collective carbon footprint of the industry. This has become a subject of case studies ininstitutions including Harvard Business School.Energy conservationThe company has installed solar hot water generator at its main campus in Gurgaon forfulfilling the hot water requirement in the cafeteria. Majority of its facilities across NCRregion are now equipped with LES (Lighting Energy Savers) which have reduced energyconsumption in the lighting system to the tune of 10–25%. Variable Frequency Drivesinstalled in AHU (Air Handling Unit) at its campus have helped in enhancing the efficiencyof cooling system by 10%. These measures have resulted in a total saving of 8.5 lakh units ofelectricity per year.Airtel has embarked upon technology related initiatives like virtualization of servers that hashelped it release over 500 CPUs. Also the drive of sending e-bills to the post-paid customersis helping save 12,840 trees annually. Within its campus the „Secure Print Solution – anautomated queue management based secured printing solution has led to an annualized savingof about 8 metric tonnes of paper.Alternate energy sources such as solar energyThey have already deployed these at as many as 1050 sites thus saving 6.9 million litres ofdiesel and approximately Rs. 280 millionEnergy efficiency measures such as Integrated Power Management Systems andvariable speed DC generatorsIt has resulted in the reduction in the rate of diesel consumption by 1.2 million litres. Theyhave already saved Rs. 47 million across nearly 900 sites.Demand side management like Free Cooling Units (FCU) instead of air conditionersIt has already been implemented across 3400+ sites, saving consumption of 4.1 million litresof diesel.Acquisitions and MergersMTNIn May 2008, it emerged that Bharti Airtel was exploring the possibility of buying the MTNGroup, a South Africa-based telecommunications company with coverage in 21 countries inAfrica and the Middle East. 16
  • 17. The Financial Times reported that Bharti was considering offering US$45 billion for a 100%stake in MTN, which would be the largest overseas acquisition ever by an Indian firm.However, both sides emphasize the tentative nature of the talks, while The Economistmagazine noted, "If anything, Bharti would be marrying up," as MTN has more subscribers,higher revenues and broader geographic coverage.[1] However, the talks fell apart as MTNgroup tried to reverse the negotiations by making Bharti almost a subsidiary of the newcompany.[2]In May 2009, Bharti Airtel again confirmed that it is in Talks with MTN and companies havenow agreed discuss the potential transaction exclusively by 31 July 2009.[3] Bharti Airtel saidin a statement "Bharti Airtel Ltd is pleased to announce that it has renewed its effort for asignificant partnership with MTN Group".[4]Talks eventually ended without agreement, dueto the South African government opposition.[5]ZainIn March 2010, Bharti struck a deal to buy the Kuwait firms mobile operations in 15 Africancountries, in Indias second biggest overseas acquisition after Tata Steels $13 billion buy ofCorus in 2007.Bharti Airtel completed its $9 billion acquisition of African operations from Kuwaits Zain,making the firm the worlds No. 5 wireless carrier by subscribers. Airtel has reported that itsrevenues for the fourth quarter of 2010 grew by 53% to US$3.2 billion compared to theprevious year; newly acquired Zain Africa division contributed US$911 million to the total.However, net profits dropped by 41% from US$470 million last year to US$291 million thisyear due to a US$188 million increase in radio spectrum charges in India and an increase ofUS$106 million in debt interest.Joint venturesAirtel-EricssonAs per a five-year managed services agreement signed recently. Ericsson will manage andoptimize Airtel‟s mobile networks in Africa. Ericsson will modernize and upgrade Airtel‟smobile networks in Africa with the latest technology including its multi standard RBS 6000base station. As part of the modernization, Ericsson will also provide technology consulting,network planning & design and network deployment. Ericsson has been the managed servicesand network technology partner in the Asian operations.Bharti Airtel and IIT Delhi - Telecom Centre of Excellence[6]The Bharti-IIT Delhi Telecom Center of Excellence is established as the Bharti School ofTelecommunication Technology and Management, IIT Delhi with a vision- „To developtelecom leaders through excellence in education and research‟.The school offers post-graduate programmes, i.e. M.Tech, MBA, MS (Research) and PhD intelecommunication and has a state-of-the-art Teaching and Research infrastructure. AnExpression of Interest in this regard was signed between Bharti Airtel and IIT Delhi. 17
  • 18. The Bharti-IIT Delhi Telecom Centre of Excellence is being set up as part of an initiative bythe Department of Telecommunications, Government of India. The objective of the Centre isto promote innovation in the telecom sector and capacity building through knowledgetowards achieving Telecom Vision 2010 of the Government.The Centre will also work towards providing support to the industry in planning futuretelecom growth in the country and reducing the rural urban digital divide. It will promotefocused R&D in the area of telecom and also work development of India specific telecomapplications.“This is another major initiative by the Government of India to support growth of telecomsector in India. We are happy to partner Bharti Airtel in setting up this centre and promotingexcellence in the area of telecommunications.” Prof. Surendra Prasad, Director, IIT Delhi.“The India telecom sector is today playing a crucial role in the development and progress ofthe country. We are delighted to further strengthen our partnership with IIT-Delhi throughthis major initiative by the DoT to develop India as a world-class telecom hub.” Mr. ManojKohli, President, Bharti Airtel Ltd.Airtel’s mobile subscribers in India[7]The mobile subscription is exploding in India with 22.62 million mobile phone subscribersadded in the month of December alone. Bharti Airtel has the highest wireless mobilesubscribers with 152.5 million, followed by Reliance and Vodafone.The Internet and Mobile Association of India (IAMAI) estimated there are around 2 millionmobile Internet users and the figure is growing rapidly. It will not be too long before ruralIndia would starts accessing the internet via mobile phones. Herein lies the greatestopportunity for the marketer. 18
  • 19. Sales Department and StrategyMajor Accounts (Direct Channel)  Handles corporate (named and famed) accounts  Forecasting of sales  Mapping the accounts  Providing after sales support to the subscribers.  Maintaining call reports for records.  Providing Feedback to the marketing department regarding the requirement of themarket.IDC (indirect Channel)  Handling distribution  Maintaining records and level check of the channel partner.  Laisioning between the channel partner and the company.  Target achievement  Training the executives of the channelDistribution Support Logistics  Monitor handset and SIM card requirements of channel partners and co-ordinate with stores  Settle areas of concerns such as incentive claims of channel partners Rental  Provide cellular services (SIM cards) on rent.  Provide cellular phones on rent  Useful for people visiting Delhi for a short interval. Telesales  Call customers and generate sales lead.  Follow up with the customers, if they need any assistance  Pass on the sales lead to the channel department. Audit  Consultant to the Airtel showrooms.  Monitor the operations at the Airtel distribution outlets Organize training. Retail  Locate shops to open retail counters.  Monitor the retail counters. 19
  • 20. Price and Pricing PolicyAirtel has realized that the Indian market is price sensitive. Therefore it care of the has comeup with various innovative tariff schemes to take needs of different category of customers-Generally, the cellular services are more expensive than the land line based telephoneservices. This is due to the reason that the operating companies are required to pay a fee tothe government for using airtime.Pricing strategies of Airtel are  Customer based pricing strategies  Flexible pricing mechanism  Controlled by TRAIAirtel, keeping in mind the importance of the customer retention, values its heavy users themost and constantly indulges in service innovation. But, since heavy users comprise only 15 -20% of the population the other segment cannot be neglected.The population which has just realized the importance of cellular phones has to be roped in. Itis for this reason that the service provider offers a plethora of incentives and discounts.Concerts like the "Freedom concert" are being organized by Airtel in order to promote sales.The media channel is chosen with economy in mind.The target segment is not very concrete but, there is an attempt to focus on those who canafford. The print advertisements and hoarding are placed in those strategic areas which mostlikely to catch the attention of those who need a cellular phone. The product promise (whichmight cost different 1 higher) is an important variable in determining the target audience.Airtel has also introduced attractive pricing in its broadband segment. At the launch of thethird generation services in Chennai and Coimbatore, Mr Atul Bindal, President, MobileServices, Bharti Airtel, told Business Line, “The response has been mind boggling with thetotal consumption of around 200 GB a day.”[8] 20
  • 21. Airtel will offer services such as video call, live streaming of video, high speed Internet,mobile TV entertainment through the 3G technology. Users can also avail themselves of theservices through the existing „SIM‟ cards.In a bid to attract mass trial and adoption of the service, the company offers packages of up toten days. For Rs. 8, under the Sachet plan, a user can avail himself of 10 MB of free data (oneday validity); and 65 MB for Rs 63 and one day validity.Mr Bindal welcomed Airtel‟s brand ambassador and cine star Karthi on to the Airtel 3Gplatform as the first 3G customer in the city. For laptop users, Airtel offers 3G „dongles,‟ hesaidIn the 72 hours of the service becoming operational in Bangalore, around one lakh customersare enjoying a variety of services, including video call , movies and music, according to asenior company official.RECOMMENDATIONSAwareness programsStill more awareness programs have to be implemented in order toattract more customerslike: -  Increase advertisement campaigns.  Increase Electronic media usage for the awareness programs.  Establishment of Hoardings in rural areas also.  Bringing awareness through issue of pamphlets in the newspapers.Consumer Retention:  Airtel has to implement some more retention programs like:-  Extra talk times should be given to the potential customers who are there for more than 2 years in the subscriptions.  Some festival offers should be given in order to retain the customers.  If more messages and extra talk time benefits are given then it can help for retaining of the customers.  Airtel has to increase the customer care centers in order to concentrate more on the customer‟s queries and their problems. 21
  • 22. REFERENCES:[1] "Emerging-market telecoms: Eyes on Africa", The Economist, 6 May 2008[2] "$50 Billion Telecom Deal Falls Apart", The New York Times, 25 May 2008[3] TopUpGuru.com (May) Bharti Renews MTN Talks[4] "Topupguru.com". Topupguru.com. Retrieved 2010-08-23.[5] Telecoms.com. 2009-10-01. Retrieved 2010-08-23.[6] www.techwhack.com/ 840-bharti-airtel-iit-delhi.htm[7] http://blog.alivenow.in/2011/02/mobile-subscribers-in-india-on-rise.html ,Thursday,February 17, 2011[8] http://www.speakchennai.com/wp-content/uploads/2011/01/airtel-3g-chennai-actor-karthi.jpg[9] www.scribd.com/Branding-Strategies-of-Airtel19.htm 22