SUMMER TRAINING PROJECT-PRESENTATION
“MARKETING STRATEGIES OF AIRTEL
AT BHARTI AIRTEL, LUCKNOW”
INSTITUTE OF MANAGEMENT STUDIES, DEHRADUN
• Bharti Airtel Limited, commonly known as Airtel.
• Airtel is an Indian telecommunications company that operates in 20
countries across south Asia, Africa and the channel Islands.
• It operates a GSM network in all countries, providing 2G and 3G
• Airtel is the 4th largest telecom operator in the world.
• 230.8 million subscribers across 19 countries.
• The largest cellular service provider in India, with over 171.85 million
• Airtel is the 3rd largest in-country mobile operator by subscriber base
behind China Mobile and China Unicom.
• It offers its telecom services under the Airtel brand and is headed by
Sunil Bharti Mittal.
Airtel is the 5th largest mobile
Operator in the world In
terms of subscriber base.
Has a commercial presence in
20 countries and the channel
Airtel Bangla, in Bangladesh.
Airtel, in India.
Airtel Sri Lanka, in Sri Lanka.
Airtel Africa, which operates in
16 African Countries.
Bharti Airtel has about
230.8 million Subscribers
169.18 million in India.
46 million in Africa.
4 million in Bangladesh.
1.8 million in Sri Lanka.
• It is the largest cellular provider in India, and also supplies broadband and
telephone services- as well as many other telecommunications services to
both domestic and corporate customers.
• Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia and Sing
Tel, with whom they hold a strategic alliance. This means that the business
has access to knowledge and technology from other parts of the
• The company has covered the entire Indian nation with its network. This
has underpinned its large and rising customer base.
• An often sighted original weakness is that when the business was started
by Sunil Bharti Mittal, over 15 years ago, the business had little knowledge
and experience of how a cellular telephone system actually worked. So the
start up business had to outsource to industry experts in the field.
• Until recently Airtel did not own its own towers, which was a particular
strength of some of its competitors such as Hutchison Essar. Towers are
important if your company wishes to provide wide coverage nationally.
• The fact that the Airtel has not pulled off a deal with South Africa’s MTN
could signal the lack of any real emerging market investment opportunity
for the business, once the Indian market has become mature.
• The company possesses a customised version of the Google search engine
which will enhance broadband services to customers. The tie-up with
Google can only enhance the Airtel’s brand, and also provide advertising
opportunities for Google in India.
• Global telecommunications and new technology brands see Airtel as a key
strategic player in the Indian market. The new iPhone will be launched in
India via an Airtel distributorship. Another strategic partnership was held
with BlackBerry wireless solutions.
• The company is investing in its operation in 120 000 to 160 000 small
villages every year. It sees that less well-off consumers may only be able to
afford a few tens of Rupees per call, and also so that the business benefits
are scalable - using its “Matchbox” strategy.
• Airtel and Vodafone seem to be having an on/off relationship. Vodafone
which owned a 5.6% stake in the Airtel business sold it back to Airtel, and
instead invested in its rival Hutchison Essar. Knowledge and Technology
previously available to Airtel now moves into the hands of one of its
• The quick changing pace of the global telecommunications industry could
attempt Airtel to go along the acquisition trial which may make it
vulnerable if the world goes into recession. Perhaps this was an impact
upon the decision not to proceed with talks about the potential purchase
of South Africa’s MTN in May 2008. This opened the door for talks
between Reliance Communication’s Anil Ambani and MTN, allowing a
competing Indian industrialist to invest in the new emerging markets of
Primary Objective :
1.) To study the performance of Airtel with respect to its competitors.
Secondary Objective :
1.) To analyze the market parameters
2.) To understand the preference for Airtel over other connections
Research Design :
The methodology adopted for this project is exploratory in nature since
there is no hypothesis that has to be tested. The conclusions have been
drawn by exploratory research work.
This study is carried out in Lucknow ( U.P)
Sample Size :
100 is the sample size taken.
Sampling Technique :
Since it’s a study project sampling technique used is convenient
Consumers of telecom sector
Data Collection :
a) Primary Data : I have met retailers of the Airtel company and have
been able to get first hand information regarding the product , its
features and buying patterns o the product. Their input has been
valuable .Also I have collected primary data through a questionnaire
b) Secondary Data : Secondary source has played a vital role to play in
this report. A good amount of data has been collected from various
published articles and reports found in magazines and journals .
Another vital source has been the internet and particularly the
companies own website
• The study brings to light that competition is the major factor that affects
the marketing process of the dealers.
• Airtel is currently the market leader in quality service.
• Government telecom policies have an impact on development of mobile
• Mobile service providers is a very complex standard.
• Airtel fulfils the requirement of a personal communication system
• Airtel satisfies its customers the maximum
• Airtel should diversify more in coverage regions.
• Airtel as market leader should lower a price in order to reach more
• More innovative advertisement campaigns
• Airtel connectivity is good but there is congestion in the network