Airtel mop &mos
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This document provides an overview of Bharti Airtel's marketing strategies in India. It discusses Airtel's market segmentation, targeting, positioning, and marketing mix. Airtel segments the market based on demographics like age and income. It targets youth, professionals, and women. Airtel positions itself as a provider of expressive services. The marketing mix discusses Airtel's mobile, broadband, and enterprise services and its pricing, placement, and promotion strategies. A SWOT analysis identifies Airtel's strengths in market leadership, pan-India presence, and opportunities in rural markets, while threats include competition.
![MARKETING PLANNING <br /> AND <br /> STRATEGY<br /> A<br /> Project Report<br /> On<br /> AIRTEL<br /> <br />Presented By :<br />Ghanshyam Gupta<br />ghanshyamgupta7@gmail.com<br />EXECUTIVE SUMMARY<br />In this project we have studied and analyzed the various aspects related to how Airtel has become a market leader in India. The telecom industry is a booming sector in our country and airtel has rightly exploited the needs and preferences of the customer. We have performed a STP & SWOT analysis of the company. We have also explained the marketing mix of the company w.r.t 7P’s. The strengths and weaknesses of the company are explained with the help of the BCG and the ANSOFF matrix. The five porters model gives an indepth insight as to how things should be dealt with. Lastly we have analysed the pricing and the marketing strategies adopted by the company and recommended that if the company wants to prosper more it should innovate its products and services in such a way that it is unique to its competitors. The large untapped rural market of India is also an opportunity for the company.<br />INTRODUCTION<br />The telecommunications sector is one of the fastest growing sectors of our country. It is also the fastest growing telecom market in the world . Indian tele-density is very low compared to other nations. Its rural tele-density is about 2%. This presents an excellent opportunity for the telecom companies to expand their business and reap benefits. The entry of foreign giants like Vodafone into the market is a testimony for the attractiveness of Indian telecom sector. In the initial stages, Indian telecom sector was a monopoly of the Department of Telecom. But with the government allowing private participation in the sector the growth has been phenomenal.<br />Over the past 10 years, India has registered the fastest growth among major democracies, having grown at over 7 per cent in four years during the 1990s. It represents the fourth largest economy in terms of Purchasing Power Parity. According to a recent Goldman Sachs report, over the next fifty years, Brazil, Russia, India and China - the BRIC economies- could become a much larger force in the world economy. It reports, “India could emerge as the world’s third largest economy and of these four countries; India has the potential to show the fastest growth over the next 30 to 50 years”. The report also states that, “Rising incomes may also see these economies move through the ‘sweet spot’ of growth for different kinds of products, as local spending patterns change. This could be an important determinant of demand and pricing patterns for a range of commodities”. The share of the services sector as a percentage of total GDP is also predicted to rise from the current 46 per cent to about 60 per cent by 2020. The boom in the services sector is slated to come from India, emerging as a chosen destination for software and other IT enabled services, tourism etc. According to a Nasscom- McKinsey & Co. Study, by 2008, the Indian IT software and services sector will account for US$ 70-80 billion in revenues; it’ll employ 4 million people, and account for 7 per cent of India’s GDP and 30 per cent of India’s foreign exchange inflows.<br />India's tele-density fell a shade short of the half-century mark, at 49.50 for the end of January 2010 according to information provided by the Ministry of Communications and IT. The total number of telephone subscribers in India was at 581.81 million at the end of January 2010, up 3.49 per cent over 562.21 million at the end of December 2009. Wireless tele-density in India stood at 46.37 in January 2010, with the addition of 19.9 million new connections in the month. The total number of wireless or mobile phone subscribers in India was at 545.05 million by the end of January 2010 compared to 525.15 million by the end of December 2009, posting a 3.79 per cent increase.<br />Bharti Airtel remained the leader in wireless segment with 22.3 per cent market share, followed by Reliance and Vodafone with 17.72 per cent and 17.27 per cent respectively.<br />YEARS1851First operational landlines introduce1881Merger with postal system1947Merger of ETC and IRT into IRCC1985DOT established1986Conversion of DOT into VSNL and MTNL1992Private players were allowed in VAS1994National Telecom Policy (NTP) was formulated 1997Independent regulator, TRAI, was established1999NTP-99 led to migration from high-cost fixed license fee to low-cost revenue sharing regime 2000BSNL was established by DoT2002ILD services was opened to competition, Go-ahead to the CDMA technology, Internet telephony initiated, Reduction of licence fees2003Unified Access Licensing (UASL) regime was introduced2004Broadband policy 2004 was formulated—targeting 20 million subscribers by 20102005FDI limit was increased from 49 to 74 percent2006Number portability was proposed 2007Decision on 3G services <br />EVOLUTION OF TELECOM INDUSTRY IN INDIA:<br />ABOUT THE COMPANY<br />Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular service provider in India, with more than 124 million subscribers as of February 2010[update]. With this, Bharti is now the world's third-largest, single-country mobile operator and sixth-largest integrated telecom operator. It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and broadband Internet access (DSL) in top 95 cities in India. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.<br />The businesses at Bharti Airtel have always been structured into three individual strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched a Direct-to-Home (DTH) service, Airtel Digital TV. Shahrukh Khan is the brand ambassador of the mobile company and Kareena Kapoor and Saif Ali Khan are the brand ambassadors of the DTH company. The company provides end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station.<br />Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar. In January 2010, company announced that Manoj Kohli, Joint Managing Director and current Chief Executive Officer of Indian and South Asian operations, will become the Chief Executive Officer of the International Business Group from 1st April 2010. He will be overseeing Bharti's overseas business. Current Dy. CEO, Sanjay Kapoor, will replace Manoj Kohli and will be the CEO with effective from 1st April, 2010.<br />VISION and MISSION<br />VISION 2010<br />By 2010 Airtel will be the most admired brand in India:<br />Loved by more customers<br />Targeted by top talent<br />Benchmarked by more businesses<br />VISION 2020<br />To build India's finest business conglomerate by 2020<br />Supporting education of underprivileged children through Bharti Foundation <br />Strategic Intent:<br />To create a conglomerate of the future by bringing about “Big Transformations through Brave Actions.” <br />MISSION<br />“We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more” <br />OBJECTIVE / GOALS<br />To undertake transformational projects that have a positive impact on the society and contribute to the nation building process. <br />To Diversify into new businesses in agriculture, financial services and retail business with world-class partners.<br />To lay the foundation for building a “conglomerate” of future.<br />MARKET SHARE OF BHARTI AIRTEL<br /> CUSTOMER MARKET SHARE <br /> REVENUE MARKET SHARE<br />MARKET SEGMENTATION<br />,[object Object]](https://image.slidesharecdn.com/airtelmopmos-100905005322-phpapp01/85/Airtel-mop-mos-1-320.jpg)
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Airtel mop &mos
- 2. Age: 18 to 40 years
- 3. Gender: Male and Female
- 4. Income: More than 60000 per annum
- 17. Low income group people
- 19. Large scale print and video advertising.
- 20. In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India.
- 21. Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.
- 22. Special discounts in calling rates & SMS services.
- 24. Process for availing services is very easy and customer can avail it very easily.
- 25. 121 is the customer support no. which can be dialed from anywhere in India.
- 27. Customer touch points are extravagant and appealing
- 28. Large showrooms and customer care centers.
- 29. Unique and appealing brand logo.
- 30. PEOPLE
- 31. Dedicated and passionate workforce.
- 32. Has various attractive schemes and plans for all the market segments.
- 34. Achieve deeper penetration in home and SMB
- 35. Product & vertical focus to gain client Revenue Market Share (cRMS) in Enterprise business
- 36. Become a benchmark in customer experience through servicequality & innovation
- 37. Build a robust leadership pipeline to support growth
- 39. Focuss on rural market: The rural market has great potential and is largely untapped.
- 41. Most successful brand in India with largest market share.
- 42. Success is based on three pillars- connectivity, affordability and innovation. The core is connectivity, i.e. the network
- 43. Doesn’t promote its product always by celebrities.
- 46. www.google.com
- 47. Services Marketing by Lovelock. Prentice Hall India Ltd.