A Comparative Analysis ofMarketing Mix betweenPRESENTED BY,DEEP JYOTI DASCUN110501021BBA- 3X
Introduction• Bharti Airtel Limited, commonly known as Airtel.• It is an Indian telecommunications services company headquartered at New Delhi, India.• It operates in 20 countries across South Asia, Africa and the Channel Islands.• Airtel has GSM network in all countries, providing 2G, 3G and 4G services depending uponthe country of operation.• Airtel is the worlds third largest mobile telecommunications company with over 261 millionsubscribers across 20 countries as of August 2012.• It is the largest cellular service provider in India, with 185.92 million subscribers as ofSeptember 2012.• Airtel is the third largest in-country mobile operator by subscriber base, behind ChinaMobile and China Unicom.• Airtel is the largest provider of mobile telephony and second largest provider of fixedtelephony in India, and is also a provider of broadband and subscription television services.• It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal.
• Vodafone Group Plc is a British multinational telecommunications companyheadquartered in London and with its registered office in Newbury, Berkshire.• It is the worlds second-largest mobile telecommunications company measuredby both subscribers and 2011 revenues (in each case behind China Mobile).• Had 439 million subscribers as of December 2011.• Vodafone owns and operates networks in over 30 countries and has partnernetworks in over 40 additional countries.• Its Vodafone Global Enterprise division provides telecommunications and ITservices to corporate clients in over 65 countries.• Vodafone also owns 45% of Verizon Wireless, the largest mobiletelecommunications company in the United States measured by subscribers.• The name Vodafone comes from voice data fone, chosen by the company to"reflect the provision of voice and data services over mobile phones".Introduction
Subscribers in IndiaAirtel, 185.92Vodafone152.46Subscribers (in millions)
History• Sunil Bharti Mittal founded theBharti Group. In 1983.• In 1986, Mittal incorporated BhartiTelecom Limited (BTL).• And his company became the first inIndia to offer push-buttontelephones, establishing the basis ofBharti Enterprises.• Today, Airtel is the largest cellularservice provider in India and thethird largest in the world.• The evolution of Vodafone brandstarted in 1982 with theestablishment of Racal StrategicRadio Ltd subsidiary of RacalElectronics plc - UKs largest makerof military radio technology.• The same year, Racal Strategic RadioLtd formed a joint venturewith Millicom called RacalVodafone, which would later evolveinto the present day Vodafone.
Vision & Promise• By 2015 airtel will be the mostloved brand, enriching thelives of millions.• " Enriching lives meansputting the customer at theheart of everything we do. Wewill meet their needs based onour deep understanding oftheir ambitions, wherever theyare. By having this focus wewill enrich our own lives andthose of our other keystakeholders. Only then willwe be thought of as exciting,innovation, on their side and atruly world class company."• Mobile technology can changethe way people live. We willinnovate to improve access tofinance, education andhealthcare; improve efficiencyin agriculture and working aswell as delivering low carbonsolutions.• By acting with honesty andintegrity, we know we willachieve more for ourbusiness, for our customersand gain the necessary trustneeded to transform society.• Our new vision captures thefar-reaching ambition we needto support sustainable livingon a grand scale.
Mission• To meet the globalstandards for telecomservices that delightcustomers through:-– Customer service focus– Empowered employees– Innovative services– Cost efficiency• “The Vodafone mission isto be the communicationsleader in an increasinglyconnected world”.• By enriching– Customers lives– Helping individuals– Businesses &communities– And delivering totalcommunication needs
Objective / Goals• To undertake transformationalprojects that have a positiveimpact on the society andcontribute to the nation buildingprocess.• To Diversify into new businessesin agriculture , financial servicesand retail business with world-class partners• To lay the foundation forbuilding a “conglomerate” offuture• To focus the customer andlead the product.• Staying as a leadingbrand.
Product• Prepaid, Post-paid, Value-added services, Solutions for business enterprises,• International facilities through calling cards and prepaid world SIMs etc.Place• Flow of information in channel members• Availability of promotional items to the channelPrice• Flexible pricing mechanism• Customer based pricingPromotion• Large scale print & video.• SRK & Sachin are roped in to endorse the product.• In 2002- Airtel got is Signature tune from A.R. Rehman.• Provides innovations such as Bollywood movie premiers & music service.
Product• This means giving customers the features and benefits they want. Vodafonegives buyers features such as games, pictures, ring tones, informationservices, bills and even video.Place• Vodafone operates over 300 stores and also sells through other outlets. It hasexpert staff in the stores to help buyers.Price• Vodafone offers a number of price plans to suit all of its target groups. It alsogives NECTAR reward points for every £1 spent.Promotion• Above the line – this is advertising in a number of different ways such as TVand posters.• Below the line – this includes less obvious advertising such as in-storedisplays and the way stores are branded.• Vodafone work with icon like Devid Beckham to communicate its brand value.
Target Market• The targeted market of Vodafoneincludes the youths (15-34 adults)• One target audience for Bharti’sservices is India’s 560 million youth
• Product Innovation• Heavy Advertising• Effective Sales Promotion• Customer care
• Vodafone also has an effective marketingstrategy called “Rebranding”. In theiracquisition of one telecom company inIndia, Hutchison Essar.• Changing the name from Hutchison Essar toVodafone Essar is the key to their success.• One of their most successful ads includes theirtalented and wacky characters “Zoozoo”• 24 hour customer support and online servicesmake their offers a complete package.
Strengths•A group of strong Network transportation•Strong presence in rising marker like India•Strong ability to manage change & acquisitionWeakness•Untapped Rural market. Although Airtel have strong Presence throughout thecountry but still they are far away from the Indian rural partOpportunities•Good Tax free offers and plans•Needs to investigate & improvement of the new mobile technologiesThreats•Increasing Competition•Difficult to raise funds because of recession
Strengths• Have more than 238,000 base station sites transmitting wireless signals• Making one of the largest mobile operators in the world.Weakness• Vodafone slow in responding to the trend towards bundling• The American business is not as strong as the European/having a breakof the world operations of 80% of their business is producing in EuropeOpportunities• Vodafone launched its own software application store-The JointInnovation Lab in May 2009• Most of the venture in Hutchison Essar in IndiaThreats• Very high competitive & strong market to face• Still at the back of most of the competitors in the US