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Integrated Market Communication of<br />Presented By –<br />Nitin & Nadim (SYMMS)<br />
History of Airtel:-<br /><ul><li>Bharti Cellular launched cellular services 'AiRtEl‘ in Delhi in 1995,Himachal Pradesh in ...
 In 1998, Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle and in the same yea...
In 2001, Bharti Cellular entered into a joint venture, Bharti Aqua net, with SingTel for establishing a submarine cable la...
 In 2002, Bharti Cellular Ties up with Secondary School Certification Board, Hyderabad, where Bharti will announce SSC res...
In the same year,2002,ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs.
Airtel provides SMS facilities to hearing impaired in Chennai(2003)
In 2003, Airtel Subscribers exceed 3 million mark.</li></li></ul><li>Products:-<br /><ul><li>Airtel Connections Postpaid
Airtel Connections Prepaid
Airtel Data Cards</li></li></ul><li>Products:-<br /><ul><li>Airtel Blackberry phones</li></ul>*On 19 October 2004 Airtel a...
Products:-<br /><ul><li>Airtel I Phones</li></ul>*As of 22 August 2008, the Apple iPhone 3G is available in India on Airte...
Products:-<br />Airtel Digital TV (DTH)<br />
<ul><li>Airtel Digital TV</li></ul>* On 9 October 2008, Airtel joined the DTH bandwagon in India with Airtel Digital TV, a...
WAR IN SKY<br />DIRECT <br />TO<br />HOME<br />
ABOUT AIRTEL DIGITAL TV<br />Parent  :                         BhartiAirtel<br />Launch on :                   9 Oct. 2008...
Major Competitor<br />DISH T.V.    with 10 million subscriber<br />TATA SKY   with 5.5 million subscriber<br />BIG T.V .  ...
Airtel Connections Prepaid<br />GSM<br />
ABOUT AIRTEL Connections Prepaid<br />
Mission & Vision :-<br /><ul><li>Company’s VISION </li></ul>	* “To provide global telecom services and have delight custom...
SWOT ANALYSIS<br /><ul><li>Strengths:
Excellent Marketing.
Good Plans and Services
Wide customer base.
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Airtel.add1

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  1. 1. Integrated Market Communication of<br />Presented By –<br />Nitin & Nadim (SYMMS)<br />
  2. 2. History of Airtel:-<br /><ul><li>Bharti Cellular launched cellular services 'AiRtEl‘ in Delhi in 1995,Himachal Pradesh in 1997, Karnataka and Andhra Pradesh circles in 1999
  3. 3. In 1998, Bharti Telenet obtained a license for providing fixed-line services in Madhya Pradesh circle and in the same year, Bharti Telecom and British Telecom formed a 51% : 49% joint venture
  4. 4. In 2001, Bharti Cellular entered into a joint venture, Bharti Aqua net, with SingTel for establishing a submarine cable landing station at Chennai.
  5. 5. In 2002, Bharti Cellular Ties up with Secondary School Certification Board, Hyderabad, where Bharti will announce SSC results to its customers on their mobile phones.
  6. 6. In the same year,2002,ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs.
  7. 7. Airtel provides SMS facilities to hearing impaired in Chennai(2003)
  8. 8. In 2003, Airtel Subscribers exceed 3 million mark.</li></li></ul><li>Products:-<br /><ul><li>Airtel Connections Postpaid
  9. 9. Airtel Connections Prepaid
  10. 10. Airtel Data Cards</li></li></ul><li>Products:-<br /><ul><li>Airtel Blackberry phones</li></ul>*On 19 October 2004 Airtel announced the launch of a Blackberry Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele- Ventures Limited and Research In Motion (RIM).<br />
  11. 11. Products:-<br /><ul><li>Airtel I Phones</li></ul>*As of 22 August 2008, the Apple iPhone 3G is available in India on Airtel.<br />
  12. 12. Products:-<br />Airtel Digital TV (DTH)<br />
  13. 13. <ul><li>Airtel Digital TV</li></ul>* On 9 October 2008, Airtel joined the DTH bandwagon in India with Airtel Digital TV, a Direct-to-Home Television service.<br />
  14. 14. WAR IN SKY<br />DIRECT <br />TO<br />HOME<br />
  15. 15. ABOUT AIRTEL DIGITAL TV<br />Parent : BhartiAirtel<br />Launch on : 9 Oct. 2008<br />Headquarters : Mumbai<br />Area served : All over India<br />Key people : Sunil Mittle<br />CEO : ManojKohli<br />Brand Ambassador: Saif Ali Khan and KreenaKapoor<br />Products : Direct broadcast satellite<br />Website : www.airtel.in/digitaltv<br />Slogan : “Come Home to the Magic”<br />Present Situation : 21,000 outlets including ARC with1 mn subscriber<br />Subscribers : 6.26 million as of 30 June 2011<br />
  16. 16. Major Competitor<br />DISH T.V. with 10 million subscriber<br />TATA SKY with 5.5 million subscriber<br />BIG T.V . 1.5 million subscriber<br />
  17. 17.
  18. 18.
  19. 19. Airtel Connections Prepaid<br />GSM<br />
  20. 20. ABOUT AIRTEL Connections Prepaid<br />
  21. 21. Mission & Vision :-<br /><ul><li>Company’s VISION </li></ul> * “To provide global telecom services and have delight customers.”<br /><ul><li>Company’s MISSION</li></ul> * Error- free service delivery  <br /> * Innovative products and services  <br /> * Cost efficiency  <br /> * Unified Messaging Solutions<br /> * has a target of 180 million subscribers by 2011<br />
  22. 22. SWOT ANALYSIS<br /><ul><li>Strengths:
  23. 23. Excellent Marketing.
  24. 24. Good Plans and Services
  25. 25. Wide customer base.
  26. 26. Successful introduction of 3G.
  27. 27. Tie ups with foreign companies to improve operations & to go global.
  28. 28. Good brand equity.
  29. 29. Good distribution network.
  30. 30. Opportunities:
  31. 31. Untapped rural market.
  32. 32. Global market.
  33. 33. Threat:
  34. 34. Introduction of Mobile number portability (MNP).
  35. 35. Price competition from Vodafone and Idea.
  36. 36. Weakness:
  37. 37. Improper customer service.
  38. 38. Customer complaint rates are high according to TRAI.
  39. 39. Improper implementation of Re-branding strategy.</li></li></ul><li>The following table gives details regarding the subscriber base of each Mobile Service Provider in India as of Jan 2011<br />
  40. 40. REBRANDING ANALYSIS<br />Reasons of Re-Branding:<br /><ul><li>To go Global.
  41. 41. Strong consumer base over 200 million worldwide.
  42. 42. Operating in 19 countries</li></li></ul><li>Advertising<br />
  43. 43.
  44. 44.
  45. 45. CONCLUSION<br />Factors in favour:<br /><ul><li>Bharti Airtel has maintained its market share in telecom industry both in the rural as well as in urban and semi-urban areas and still they are No.1 in the telecom industry.
  46. 46. Bharti Airtel has successfully introduced 3G through its wide distribution network, and they are trying to retain back their customers through its products at the attractive prices. </li></ul>22<br />
  47. 47. Contd..<br />Factors in against:<br /><ul><li>Bharti Airtel’s rebranding strategy was not as effective as it has to be, as customers are not getting familiar with the logo.
  48. 48. Maximum customer complaints has resulted loss of 3.2lakh customers after introduction of MNP (Mobile Number Portability).
  49. 49. 2G Spectrum scam has also affected the market share of BhartiAirtel.</li></ul>23<br />
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