Airtel

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  • 1. Presented by Group 2
  • 2. Indian scenario since 1991 for telecom market • Prior to 1880’s telecom sector was taken under department of post and telegraph • Many reforms supporting this industry have been injected • In 1984 Privatization of this sector was done • C-Dot was developed • In 1986 BSNL and VSNL were established • For private companies regulation TRAI was established • NTP 94 and NTP 99 played a crucial role
  • 3. Indian telecom – growing share in world telecom -Total Telecom Base ~23 Crore 3rd largest in the world -Tele-density ~20 % Lowest in the World -Wireless Sub Base ~18 Crore 3rd largest in the world -Wireless Penetration ~16 % One of the lowest -ARPU <USD 9 One of the lowest -Mou/Sub/Month ~490 minutes 2nd highest in the world -Realized RPM ~2 US cents/min Lowest in the world -Fixed line Sub Base ~5 Crore -Broadband Sub Base ~20 Lakh Large potential market Indian telecom –well placed in world telecom space Source: Based on data in Global Wireless Matrix 1Q07- Merrill Lynch. COAI & AUSPI data June 30 , 2007
  • 4. PESTLE Analysis Source: An analysis of Factors Influencing the Telecommunication Industry Growth A case study of China and India School of Management: BLEKINGE INSTITUTE OF TECHNOLOGY
  • 5. Political • Govt. gave up policy of central planning and control • Govt. established national telecom policy (NTP) • Telecom Regulatory Authority of India was established on 20 February 1997 • 11th 5 yr plan, emphasis was given on improving services in rural region • Huge license fees and gestation period for new entrants
  • 6. Economic • Health, education, e-governance, rural development by providing better and quick communication. • Bharti has over one fifth of overall Indian market • Reliance 16.71%, Vodafone16.52%, Tata11.16% • Multinational firms ---High end consumer and high performance market • local Players --- low end consumer and low performance market • Liberalisation fuelled intense competition : Low costs • Growth in IT gave boost to telecom industry
  • 7. Social • Rural Tele-density 28.4%, urban Tele-density 137.3% • Causes of travel are replaced by communication. • Helps society to be in line with Global activities • Supporting Leukaemia and Lymphoma Research: CSR
  • 8. Technology • Technology reduced costs • Increase in tele-density from 63% - 67.6% (TRAI 2010) • Wireless subscriber base for telecom industry 509.3 MN (TRAI 2010). • E-Payment, E-Commerce, E-Marketing, AV media, Social Media
  • 9. Ecological • Devices and Towers emits unhealthy radiations • Hindering Infrastructure development • Airtel along with Vodafone Eco Active Paper Sourcing Energy Conservation Sponsorship Help us Being a Greener Company Join our E-bills Scheme
  • 10. Legal • Two legal aspect: Licensing and Tele-density • Licensing: : Unified Access Services (UAS 2003) • Tele-density: Universal Service Obligation Fund (USOF 2002) USOF was estimated to hold around $ 3.6 bn at the end of FY10 • Auction & FCFS • 3G roaming issue: HC issued a DoT order against airtel (mar, 13)
  • 11. Porter’s Five Forces Model
  • 12. THREAT of SUBSTITUTES LOW
  • 13. Threat of new entrants BARRIERS: • Investment Cost • Optical Fibre Network • Regulatory Charges • Spectrum cost • Deterrent and Hidden Cost LOW
  • 14. RIVALRY AMONG EXISTING PLAYERS
  • 15. RIVALRY AMONG EXISTING PLAYERS 220 200 250 200 150 250 200 BSNL IDEA Airtel Tata Docomo Relaince Vodafone Aircel Minimum Full Talktime offered by the Companies Tariffs (Minimum Full Talktime)
  • 16. RIVALRY AMONG EXISTING PLAYERS
  • 17. RIVALRY AMONG EXISTING PLAYERS High Low HIGH
  • 18. BARGAINING POWER OF SUPPLIERS • Mobile Handset Supplier • Optic Fiber Wire • Software assistance • Spectrum Cost LOW
  • 19. BARGAINING POWER OF BUYERS High Low HIGH
  • 20. Telecommunication Market in India
  • 21. Active Subscribers 0 20 40 60 80 100 120 140 160 180 200 Airtel Vodafone Reliance Idea BSNL+MTNL Tata Aircel Unitech Others Total Active Subscribers(mn) Total Active Subscribers(mn)
  • 22. Market Share Airtel 25% Vodafone 20% Reliance 15% Idea 16% BSNL+MTNL 8% Tata 7% Aircel 7% Unitech 3% Others 2% Market Share
  • 23. Market Segmentation • On the basis of geographical Variables. • On the basis of Demographical Variables. • On the basis of Income. • On the basis of behavioural Variables.
  • 24. Market Segmentation
  • 25. Competitive Strengths of Airtel • Diversified Businesses • Nationwide Footprint • Seeking new business opportunities • High Quality Service • Strong Bonding with big players
  • 26. Few more Competitive Strengths • Evaluation of Airtel Brand Elements, Memo ability, easily recognized, Easily recalled. • Meaningfulness, Descriptive, Persuasive. • Likability, Fun and interesting, Rich visual and verbal imagery, Aesthetically pleasing. • Transferability, Transferability within and across product category, Transferability across geographic boundaries and cultures. • Adaptability, Flexible, Updatable • Protect ability, Legally, competitively
  • 27. Brand elements of airtel •The brand elements of Airtel are easily recognized and recalled. •The brand elements are interesting and funny with verbal imagery. •Adaptability ,flexible and updatable •Protect ability
  • 28. Brand Elements of Airtel
  • 29. Marketing Strategies of Airtel Airtel has adopted the strategy of direct communication to target it’s rural customers- •Use of local language in it’s marketing content. •Vans used to educate about mobile services and it’s usage. •Developed share phone services(PCO’S) in rural regions to increase awareness about the brand and it’s services. •Bharti airtel service centres- Customer services provided in local dialects
  • 30. Marketing strategies in rural areas
  • 31. Advertising strategies Airtel has always backed on human relations and emotions in their brand communication through it’s advertisements focusing on the emotional content. The brand promotion has come a long way with it’s signature tune composed by A.R. Rahman in 2002 to the latest ad campaigns inspired by the theme of friendship.
  • 32. TV Commercials JOIN THE DOTS
  • 33. Communication Boundaries
  • 34. PRINT ADVERTISEMENTS
  • 35. Airtel into Mobile Marketing Through airtel’s mobile Advertising platform, advertisers will be able to leverage multiple communications outlets and tools such as- •SMS • Wireless application protocol(WAP) •Audio visual content(MMS)