Airtel Marketing
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Airtel Marketing

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Airtel Marketing Airtel Marketing Presentation Transcript

  • Cellular Wireless Telecom Industry In India
  • GROUP MEMBERS
    • BVIMSR
    • Suchita Topre 119
    • Tejas Wagh 120
    • Anushree Zanje 121
  • Telecom-Industry Overview
    • Gross Subscriber Base crosses 200 million Mark.
    • The total wireless subscriber (GSM, CDMA & WLL(F)) base is 162.53 million.
    • During the eleven months of current financial year 62.60 million lines have been added as compared to 35.93 million lines provision in the same period during the financial year 2005-06.
  • Statistics
  • Government Regulations and Policy Independent regulation has been a critical factor in growth 2002 Internet Telephony allowed. Reduction in License fees 2003 Calling Party Pays Regime Unified Access Licensing Reference Interconnect Order
    • 2004
    • Intra-circle merger guidelines
    • Internet / broadband penetration
    Mature regulatory regime and an enabling policy framework already in place
    • 2005
    • Unified Licensing
    • Quality of Service regulation
    • Rural Telephony
    • 2006
    • Number portability
    • Convergence
    TRAI’s recommendations
  • Telecom in India
  • GSM Subscriber Base     100.00 100.00 75.29 72.12 TOTAL   1 -1.53 1.71 1.82 1.29 1.31 BPL 9 2 3.96 2.79 2.80 2.1 2.02 MTNL 8 2 2.53 2.70 2.75 2.03 1.98 Spice 7 8 7.46 2.87 2.79 2.16 2.01 Reliance 6 7 6.71 4.01 3.92 3.02 2.83 Aircel 5 11 5.50 10.71 10.59 8.06 7.64 IDEA 4 16 4.42 22.27 22.27 16.77 16.06 Hutch 3 21 2.33 23.91 24.39 18 17.59 BSNL 2 23 5.71 29.03 28.67 21.86 20.68 Bharti 1     May'06 April'06 May'06 April'06     Service Areas %Growth % Market Share No. Of Subscribers (In Mn) Company Sl No.
  • Competitive environment
    • Market challengers
    • Hutch
    • BSNL
    • Followers
    • Idea
    • Nichers
    • 1.Aircel
    • 2.Spice
    Market Share
  •  
  • Market Leader
    • Airtel comes to you from Bharti Airtel Limited
    • The businesses at Bharti Airtel have been structured into three strategic business units (SBU's) - Mobile services, Broadband & Telephone services (B&T) & Enterprise services.
    • First private telecom service provider to connect all states of India .
    • Covers 23 telecom circles of the country, has 21 million customers
    • Highly successful brand in India
    • Mission
    • We will meet the mobile communication needs of our customers through :
      • Error-free service delivery.
      • Innovative products and services.
      • Cost efficiency.
    • Vision
    • ‘ To be the most admired brand in India by 2010’
    • Values
    • We will always put our customers first. We will always trust and respect each other. We will respect our associates as we respect each other. We will work together through a process of continuous improvement.
  • ..Contd
    • Partnerships :
    • Partner with world's finest companies like Vodafone, Singtel (Singapore Telecom), Ericsson, Nokia,Blackberry,IBM and many more to bring the best of products & service.
  • ..Contd
    • The Company is:
    • The First to launch full roaming service on pre-paid in the country.
    • The First to launch 32K SIM cards.
    • The First in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum.
    • The First to deploy Voice Quality Enhancers to improve voice quality and acoustics.
    • The First telecom company in the world to receive the ISO 9001:2000 certification from British Standards Institute.
  • MARKETING MIX
  • 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.
  • Outlets
  • Promotion
    • Large scale print and video advertising.
    • Big celebrities like SRK and Sachin are roped in to endorse the product.
    • In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India.
    • Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.
  • ..Contd
    • &quot;Friendz&quot; pre-paid connection for youth,&quot; Ladies Special&quot; plan, Seniors plan.
    • Executives corporate plan(First to give prepaid in this category).
    • Special discounts in calling rates & sms services.
    • Providing wallpapers and screensavers on website.
  • SWOT
  • STRENGTHS
      • Market share.
      • Pan India Footprint.
      • The only operator in India other than VSNL having
      • international submarine cables.
      • Customer care.
      • Promotions.
  • WEAKNESS
      • Price Competition from BSNL and MTNL
      • Losing lead on technical expertise.
  • OPPORTUNITIES
      • The fast extending IPLC market.
      • Latest technology and low-cost advantage.
      • Growth of mobile phone users.
      • Untapped Rural Market.
  • THREATS
      • Market Maturity in basic telephony segment.
  • Market Leadership Strategies
    • Segmentation
    • Long Term Outlook
    • Product Innovation
    • Quality Strategy
    • Heavy Advertising & Media Pioneer
    • Effective Sales Promotion
    • Competitive Toughness
    • Customer care
  • Brand Positioning
    • Became the 1st Indian company to win the ‘Best Bottom Line IT’ & ‘Best Knowledge Management’ awards by defeating companies such as ONGC, Birla Corp., the Tatas & Reliance at Asian level.
    • Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin.
    • Airtel is transforming itself fully into a Service Led Brand .
  • The Airtel Logo
    • The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark.
    • The Airtel Image style
    • The Airtel Typographical style
    • The Airtel Colour Palette
  • Future Strategies to retain its market share
    • New tariff plans.
    • More value added services.
    • Increase in visibility and coverage
    • The AirTel - AirTel advantage
    • New innovative packages
    • More of the e-factor
  • THANK YOU & EXPRESS YOURSELF