It includes overall performance of Airtel in the market. The opportunity, threats that is faces. A wholistic presentation on Airtel.

2. • Continuous connectivity
• Uninterrupted calling
• Vast coverage
• Plans that suit their pocket
• Efficient customer care
• High speed internet
• Occasional offers
• Additional services like OTTs

3. Entry Exit Barriers
The barriers are very high to enter and exit the industry. It is one of the many
reasons; firms in oligopoly have greater control within the industry. There can be
many barriers to enter this industry, some because of the nature of the industry
and some because the incumbent firms act as strong wall. , few barriers are
1. High start-up cost
2. Patents and copyrights
3. Government policies and restrictions
4. High advertising costs
5. Licensing costs.

4. Customer Value
■ Vision
Vision is to enrich the lives of customers. Obsession to win
customers for life by providing an exceptional experience.
■ Objectives
Grow market share. Hold cost.
■ Values
Alive. Inclusive. Respectful.

5. Bharti Airtel Limited, also known as Airtel, is an Indian global
telecommunications services company based in New Delhi, Delhi NCT,
India. Airtel provides GSM, 3G, 4G LTE, 4G+ mobile services, fixed line
broadband and voice services depending upon the country of operation.
Airtel had also rolled out its VoLTE technology across all Indian telecom
circles.It operates in 18 countries across South Asia and Africa, and also in
the Channel Islands. It is the second largest mobile network operator in
India and the second largest mobile network operator in the world with
over 423.28 million subscribers.
Airtel Intro

6. Products and Services

7. Marketing Campaigns
❖ Patriotic feeling - Proud to be Indian Proud to be
Bharti
❖ Airtel's no boundaries
❖ Har Ek Friend Zaroori Hota Hai
❖ 4G Girl campaign
➢ Sab Kuch Try Karo, Fir Sahi Chuno
➢ #airtelthanks
➢ We have nothing to hide
➢ Airtel hai to mumkin hai

8. Value Chain
A value chain is a set of activities that an organization carries out to create value for its customers
Customer
needs
Production Distribution Marketing
After sales
services

9. Value proposition
1) In 2017 Airtel deployed Massive MIMO - India's
first 5G capable technology
2) Airtel boosts 4G network coverage with LTE 900 –
technology in Andhra Pradesh and Telangana
3) No roaming charges

10. Oligopoly Market Structure
Total Market subscribers 1140.71 mn
Total gross revenue : 17.93 bn dollars
Jio 397.24 mn subscriber
Airtel 316.67 mn subscriber
VI 305.13 mn subscriber
BSNL 118.29 mn subscriber
Niche market player
MTNL 3.35 mn subscriber
Provides services in the metro cities of
Mumbai and New Delhi TRAI June 2020

11. ■ Primary objective is to retain its existing customers and increase its consumer base
■ Became the first mobile operator in India to commercially deploy LTE-Advanced (4G+)
technology on a live 4G network
■ Launched airtel Thanks with an aim to delight its valued customers with exclusive and
differentiated benefits.
■ Became first mobile operator to introduce Voice over wifi in India
■ Merger with Aircel gave airtel additional 74mn customer in 2018 (horizontal integration)
Defensive strategy

12. Partnered with Life Insurance Limited to offer life insurance cover (term plan) worth Rs 4 Lakhs to users,
bundled with prepaid rental plan.
The first telecom operator to introduce Over-the-top (OTT) mobile network application in India with Wynk
Music
Airtel Thanks customers can now enjoy a 3 Month gift (worth Rs1500) of Netflix!
One Year of Amazon Prime for select Airtel postpaid and Broadband Plans
Horizontal integration

13. Strategy - Frontal Attack
The market challenger is cutting the price of its offering, and is convincing the customers that
the quality is not compromised and it is as good as that of the high priced competitors.
Future strategy to get 5g first to the indian market
To be a future ready enterprise, airtel is in continuous pursuit to upgrade existing 4G base
stations with 5G capabilities.

14. Market competitors and their strategies
Jio adapts pricing strategies. the company offers a satisfying price to their various
telecom products and also provides assistance with high-speed internet services and
exclusive offers.
Rival companies also modified their pricing strategies when Jio introduced premium 4G
services at cheap prices.
Horizontal integration of the two brands i.e merging of vodafone and idea to get better
customer base.
Modified prices of plans and giving additional data for 4g internet at similar prices as
that of competitors.
Focuses on customer loyalty and long-term customer engagement. BSNL works on
relationship marketing as many of BSNL customers are old and still wants to stick to the
BSNL.
Time to time, BSNL makes new policies and launches new schemes to retain their old
customers

15. Consumer Behavior
■ Have trust in airtel
■ Consumers want something new after some time
■ Airtel is providing all the possible service
■ Value time more than money

16. Buyer Decision Process
Purchase
Decision
Post-Purchase
Evaluation

17. Information Search
Friends Family
Advertisement Reviews Internet
Buyer

18. Alternative Purchase Decision

19. Survey

20. Survey

21. Survey

22. STP

23. SWOT Analysis

24. Recommendations
■ Pricing strategy
■ Market penetration in rural areas
■ Just in time customer service
■ Build more strategic partnerships and distribution channels
■ Better Sales Offer.

25. Thank You
Group Members:
Utkarsh Singh
Vidisha Verma
Wilson Shaji
Mayank Jaiswal
Tanya Jain