The document provides an executive summary for Aimtel's strategy in Tripura, India. It finds that Tripura has high potential for subscriber growth as mobile and internet penetration is increasing. Aimtel currently has the largest market share but is losing customers to Clue Cellular's aggressive pricing. The summary recommends that Aimtel focus on customer retention and acquisition through competitive pricing and packages tailored for urban professionals and rural customers with small recharge packs. It also suggests using partnerships, referral programs, and expanding network coverage to regain market share in Tripura.

1. airtel iCreate 2017
Executive Summary Guidelines
Win over the local people first. Then fight the guerillas.
Team Name: The Sharks
Campus: IIM Ranchi
Members: Kuppa Sahiti
Prerna Pathre
Shashi Shekhar
VV Sruthi

2. 2
To analyze the
competitors market
strategy
To identify the market
share & growth
opportunities
To identify the critical
success factors
To assess the existing
market size and growth
Identified the growth
potential of customer
base
Analyzed key trends in
the market
Analyzed segment
specific requirements
Identified critical
success factors
Analyzed the factor
deciding the target
market
Identified the untapped
market for growth
Analyzed the mobile &
internet penetration in
Tripura
Developed marketing &
Pricing strategy
 Use Aggressive strategy – Implement customer retention & acquisition plans to increase market share
 Positioning statement – ‘Omnipresent & Omnipotent’ which addresses the consumer connectivity issue
 Walk-in In uniform & Avail discounts ( for Military ) , Corporate packages for IT Industry
 Introduce low cost phones with 3G/4G & value added services
Customer preference –
Network Quality
Highly price sensitive
market
STD packs are more
popular due to tertiary
sector
Adapt according to the
changing needs
Presence of
competitors makes
market attractive
Low pricing strategy was
the driving force towards
shift to Clue Cellular
Clue cellular is small
player, can be killed by
aggressive incumbent
Customer retention will be
driven by low priced, high
benefit plans
STRATEGIC
OBJECTIVES
ANALYSIS
INSIGHTS
RECOMME-
NDATIONS
Company AnalysisIndustry Analysis Competitive AnalysisExecutive Summary Solution

3. • Second-largest telecommunications market in the world
with over 1.21 billion subscribers as of 2017
• Second largest country in terms of internet subscribers.
• World’s second largest smartphone market and will have
almost 1 billion unique mobile subscribers by 2020.
• Tele-density for urban areas is 173.21% and rural areas is
57.45% as of July 2017
• Expected to create a total economic value of Rs 14 trillion
(US$ 217.37 billion) by the year 2020.
INDUSTRY OVERVIEW
• Network experience to prevail over customer experience as a selection criteria
• Tata has invested around US$16.38 million to convert its 10,000 base stations from indoor
to outdoor to reduce energy consumption and carbon footprint across its 20 telecom
circles in India so far
• There are over 62,443 uncovered villages in India; these would be provided with village
telephone facility with subsidy support from the government’s Universal Service
Obligation Fund
• Players price their products very carefully due to the price sensitive nature of customers
and high competition in the sector. Players generally go for price war
• As part of the recent outsourcing trend, operators have outsourced functions such as
network maintenance, IT operations and customer service
• Uncovering real mobile data usage and the drivers of customer satisfaction using data
analytics
INDUSTRY TRENDS
26%
74%
Tripura Population Stats
Urban
Rural
Company AnalysisIndustry Analysis Competitive AnalysisExecutive Summary Solution

4. • Aimtel has the highest market share in Tripura
• It entered NESA market in 2004 and Tripura is a small
territory under NES
• It is valued for Network quality and Customer experience
• Customer market share – 47.2%
• YOY Growth rate of 3%
• 2G on 900 MHz , 3G on 1800 MHz
• 4G Services – First mover advantage
About The Company Strengths
• Network and Customer
experience
• Higher Market share
• Maximum customer base
compared to other
operators
• First mover advantage for
4G Services
Weakness
• High talk time packages
• Low penetration rate in
rural areas
Opportunities
• Fast increasing subscriber
base in both rural & urban
areas
• Changing preference
towards network quality
Threats
• New entrants such as Clue
cellular are increasing at a
faster pace and capturing
market
• Market Share declined by 0.46% & YOY growth reduced from
17% to 3%
• Focus on packs designed for Military Jawans, a major reason
for losing customers
• Clue Cellular grabbed major share by offering STD packs
• Sites increased by 100% & 27% for Clue Cellular & Aimtel
respectively.
• Internet market share 45% ( Decline - )
Insights
46.4
46.6
46.8
47
47.2
47.4
47.6
Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15
Aimtel CMS
Aimtel
Advantage
2G
(900MHz)
3G
(1800MHz)
4G
(1st Mover
Advantage)
Competitive AnalysisExecutive Summary SolutionCompany AnalysisIndustry Analysis

5. Aimtel Clue Cellular
Market share 46.98 7.56
Number of towers 392 165
Bundling package Available Not available
Base growth rate 8 % 88 %
Rural market Present Not present
Threat from New
Entrants
Bargaining power of
customers (buyers)
Low as this sector is
capital intensive
Ability of sustaining
huge losses in initial
period as customer
acquisition strategy
Threat from existing
competitors
High as every player
is investing heavily for
customer acquisition
and retention
Every player is
bringing lucrative
deals for customers
High as they can
easily switch between
subscribers
Customers can select
based on plans
companies are
offering
Clue cellular aggressive pricing strategy is eating into
the market share of Aimtel
Number of site points added by Aimtel and Clue
cellular are nearly same
Aimtel is the dominant player in market
Key Insights
Competitive AnalysisExecutive Summary SolutionCompany AnalysisIndustry Analysis

6. Charges Services
INR 10 100 MB Data / INR 10 Talk time
INR 19 Local + STD @ 1p/sec + 200 MB data
INR 29 Local + STD @ 1p/sec + 250 MB data + 10 Talk Time
INR 49 500 MB + 20 Talk Time
INR 99 1 GB + 50 Talk Time
INR 99 500 MB + 100 Min Talk Time
INR 199 1 GB + 250 Min
INR 249 1.5 GB + 250 Min Talk Time
INR 399 2.5 GB + 300 Min Talk Time
Phone
Charger
Ear phones
Bluetooth
3G/4G
High Battery life
Button + 2.6 Inch
touch screen
Multi-Language
Competitive AnalysisExecutive Summary SolutionCompany AnalysisIndustry Analysis
POSITIONING STATEMENT
“Omnipotent & Omnipresent”
Network strength and customer experience
RURAL : small recharge packs
URBAN: unlimited combo packages
VALUE PROPOSITION
GEOGRAPHY OVERVIEW
Tripura is bordered by Bangladesh to the north, south and west
Mostly covered by hilly terrain
Literacy rate 96.82% (as of 2014)
Occupation : Agriculture-64%
Mobile phone penetration : Urban – 85.4%, Rural – 55%
Internet penetration : Urban – 193%, Rural – 75%
• Plug & Play Services
• Early Bird Offer – (33%
extra)
• Agricultural News & videos
• Customer referral Program
(INR 5 talk time for every
referral up to Rs100)
VALUE ADDED SERVICES
Business strategy
Long term: phone and customer referral program, customer service- cell sites and
balloons, point of sales
Short term: pricing and packages

7. Thanks

8. Urban Population
P r i o r i t y S e g m e n t f o r c u s t o m e r
r e t e n t i o n
Offerings: Providing bundling
packages to customers, target
service sector with corporate plans
Value proposition – 4G data will
provide first mover advantage
Target
market-26%
Competitive
market
Price and
service quality
sensitive
Mobile
penetration
– 85%
Distribution & Sale: Online and
offline channels, promotional
activities
Rural Population
P r i o r i t y S e g m e n t f o r c u s t o m e r
a c q u i s i t i o n
Price and
value
sensitive
Offerings:’Chota Packs’ – small
recharge to-ups,
Value propositions: Tie-up with
NGO to generate awareness about
farming
Target
Market –
74%
Untapped
market
Mobile
penetration -
55%
Distribution & Sales: retail stores,
word of mouth - get more rewards
on Referral
Annexure 1