PROFILE largest cellular service provider in India, with more than 110 million subscribers worlds third-largest mobile operator Bharti Airtel has 24.3% customer market share and 33.8% revenue market share Known for Services• First cellular operator to set up cellular showrooms ‘Airtel Connect’.
AIRTEL (BHARTI AIRTEL LTD.) Incorporated on July 7, 1995 for promoting investments in telecommunications services. It is the largest telecommunication service provider in India. It has 44.6 million mobile and5.4 million fixed line customers Bharti is the leading cellular serviceprovider, with a footprint in 23 states including all metros and more than 50 million satisfied customers.
PRODUCTS:- Airtel Data Cards Airtel Blackberry phones 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). Airtel I Phones As of 22 August 2008, the Apple iPhone 3G is available in India on Airtel and Vodafone.
Airtel Digital TV * On 9 October 2008, Airtel joined the DTH bandwagon in India with Airtel Digital TV, a Direct- to-Home Television service.
AIRTEL (BHARTI AIRTEL LTD.)Services• Airtel prepaid and Airtel postpaid• Fixed line and WLL service• Strong Network Coverage• 24 hrs customer care services• Instant Balance and Validity Enquiry• SMS (Short Messaging Service)• MMS (Multi-media Messaging Service)• Airtel Live! WAP Services• Hello Tunes• Missed call alert
AIRTEL (BHARTI AIRTEL LTD.)MARKET TARGETING Airtel has targeted the upper class and middle class people. The reason is that only they have the value time and have the paying capacity. It Is also planning to target the business tourists during their stay in India About 60% of the clients are top executives of corporate houses. About 15% are foreign organisations and the rest are professionals students and small businessmen.
AIRTEL (BHARTI AIRTEL LTD.) MARKETING STRATEGY ADOPTED BY BHARTI Bharti has spent a considerable amount on advertising its mobilephone service, besides print advertising, the company had put up large no of hoardings around the country. The objective behind designing a promotion campaign for the ‘Airtel’ services is to promote the brand awareness and to build brand preferences. It is trying to set up a thematic campaign to build a strongerbrand equity for Airtel
AIRTEL (BHARTI AIRTEL LTD.) They are giving more importance to Network efficiency and quality services Giving more importance to the customers and their needs
AIRTEL (BHARTI AIRTEL LTD.) PRICE AND PRICING POLICY AIRTEL has realised that the Indian market is price sensi tive. Therefore they come up with various innovative tariff schemes to take needs of different category of customers-Generally, the cellular services are more expensive than the landline based telephone services.
AIRTEL (BHARTI AIRTEL LTD.)COMPETITIVE SITUATION Airtel launched its services before Essar and skimmed th e market picking up the bulk of the high usage premium clients. This is a very competitive industry with the two companies differentiating either on value-added services or price. Airtel is perceived as the high quality provider and has a premium image
7 P’S OF AIRTEL
PRODUCT Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS) The different value added services provided by Airtel are- Instant Balance Enquiry 24Hr recharge Facility Caller line identification Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live Portal SMS based Information Service
….CONTD Hello Tunes & Ring Tones Voice Mail Service Easy Post-paid bill collection Gifting of Ring Tones & Hello Tunes GPRS Business Solutions
PRICE Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI.
PLACE It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points Distributors like E.g. Paan shops, grocery stores, chemists, outlet etc.
PROMOTION Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product because it . In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is the most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more. Advertisements in regional language with emotional touch
RECENTLY LAUNCHED PROMOTIONALACTIVITIES
PEOPLE Total Employees 25616( Bharti Airtel consolidated) as per Q3 08. Dedicate and passionate workforce. One of the best customer support. Have won 2nd Best employer award in 2004.
PROCESS Process for services is very easy and customer can avail it very easily. 121 is the customer support no. which can be dialed from anywhere in India.