Bharti Airtel is an Indian telecommunications company founded in 1985 that has expanded internationally. It operates mobile networks in 19 countries and has over 275 million subscribers globally, making it one of the largest telecom providers in the world. While Airtel has seen much success in India through innovative offerings, strong branding, and celebrity endorsements, its strategies may need local adaptation in different international markets. The document discusses Airtel's history, operations, strengths, weaknesses and recommendations for how it can strengthen its position through improved customer service and new value-added offerings.

1. Bharti Airtel
Ringing in a revolution
Submitted by,
Meha Thakur(11305896)
Rajat Dubey(11305761)
Hardeep Sandhu (11301324)

2. INTRODUCTION
 Bharti Airtel Limited, commonly known as Airtel, is an Indian
multinational telecommunications services company.
 Founder of Bharti Airtel
“ SUNIL BHARTI MITTAL”
 Company started off as a small bicycle -parts
business in 1970s.
 In 1985, decided to venture into the nascent telecom market.
 The company was organized into four subsidiaries :Bharti cellular
ltd., Bharti Telenet ltd, Bharti Telesonic ltd, Bharti Broadband
networks ltd.

3.  Bharti Airtel limited is today one of Asia’s leading integrated
telecom service providers, boasting of operations in close to 19
countries.
 The ever expanding company is today structured into four
strategic business units: Mobile, Telemedia, Enterprise, Digital
TV.
 Bharti Airtel is itself part of Bharti Enterprise.
 Airtel is the Second largest Asia-Pacific mobile operator by
subscriber base, behind China Mobile.
 Bharti traded as: BSE: 532454
NSE: BHARTIARTBSE

4. PROBLEMS
 Should bharti again go in for a brand re-position itself ?
 Bharti has been active in international markets, making
acquisitions in Bangladesh, Africa etc . Should the company
adopt a common theme and branding for all the markets in
which it is present or root its marketing and brand positioning
in more local themes?
 Do you think that targeting and positioning adopted by Bharti
India in that resulted in its success can be replicated in other
marked?

6. STRENGTHS
 First to launch 4G in India.
 Only Indian operator, with VSNL, that has an international submarine
cable.
 Largest Telecom operator in the world with 275 million subscribers
across 20 countries.
 Strong advertising with celebrity brand ambassadors.

7. WEAKNESS
Untapped Rural Market.
Late adoption of 3G and advance wireless technologies.
Debt and finances.

8. OPPORTUNITIES
Latest and low cost technology.
Untapped rural market.
Growing Globally.

9. THREATS
 Potential entry of global competitor.
 Competition from domestic Players.
 Saturation point in Basic telephony service.
 Mobile Number Portability

11. SEGMENTATION OF AIRTEL
On the basis of Demographic variables
1) AGE
a) From age group 16 to 35
Provide the FRIENDZ card to them.
b) 35 and above
This Group may continue using the general plans.
2) INCOME
a) Prepaid and postpaid
On the basis of Behavioral variable
1) Brand Loyalty
loyal customers and non-loyal customers.

12. TARGETING OF AIRTEL
Targeting Professionals by giving free calls in postpaid
connection.
 Targeting Students by introducing postpaid connection
only for students and with zero rentals.
 Youth with the “FRIENDZ” Scheme.

13. POSITIONING OF AIRTEL
 Easily recognized
 Easily recalled

14. LATEST COMPETITVE
ADVANTAGE FOR THE BRAND

15. SOLUTIONS
 As per the current position of Airtel they are not much required for the
brand re launch and re-position itself. But to remain “ahead of the
curve” they can adopt new strategies.
 Bharti has been active in international markets like Bangladesh, Africa
etc. a common theme and branding cannot be adopted by Bharti for
all the markets. They need to prepare different segments and execute
different strategies for different area or countries.
 Yes, the strategies and positioning adopted by Bharti in India can be
replicable in other markets. But these strategies may not be enough
so other techniques should be required according to the need of
market.

16. RECOMMENDATION
 Airtel should focus on call rates that they offer.
 Airtel should improve its customer services like feedback from
consumer as well as retailers.
 Airtel should launch some new innovative scheme that gives
benefits consumer as well as retailers.
 Airtel should reduce those services that are less in use or
less in awareness like contest on mobile.

17. Conclusion
Most successful brand in India with largest market share.
Success is based upon three pillars connectivity, affordability,
innovation. The core is connectivity i.e. network.
Doesn’t promote its product always by celebrities.
Some services need to improve.