Airtel Marketing Plan

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A presentation we made for our end-of-course Marketing I submission.

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Airtel Marketing Plan

  1. 1. Marketing Plan - Airtel<br />
  2. 2. Objective<br /> To develop a marketing plan for Bharti Airtel’smobile SBU<br />
  3. 3. Backdrop for Analysis <br /><ul><li>The first and second generation reforms in India have been a turning point for the telecom industry
  4. 4. The telecom industry has been evolving with continuous development of new technology.
  5. 5. The typical Indian consumer has changed over the last few decades- exposed to a wide variety of goods and services and better quality services.
  6. 6. The Department of Telecom and TRAI are the nodal policy setting and regulatory body in India.</li></li></ul><li>Mission Statement and Objectives<br />Mission Statement: <br /> To be the most admired brand in India by 2010<br />SBU Objective:<br /> To dominate the cellular services industry by being the market leader in products and services category in wireless market and lead on all important fronts viz. market share, brand loyalty and customer satisfaction. <br />
  7. 7. SWOT Analysis<br />Bharti is well positioned in the market to exploit the opportunities for growth. Along side, there is <br /> threat from new entrants who may be able to position themselves better in non metro circles<br />
  8. 8. Porter’s Five Forces<br />Thus, the market for mobiles is highly competitive; though being the market leader Bharti wields <br />some influence over its channel partners<br />
  9. 9. Product Features Matrix<br />
  10. 10.
  11. 11. Segmentation Targeting & Positioning<br />DOCOMO<br />VodafoneAirtel<br />Customer satisfaction<br />Airtel<br />Idea<br />BSNL<br />R. Comm<br />Value-service<br />Quality of service<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17. Product Strategy <br />MA<br />R<br />K<br />E<br />T G<br />R<br />OWT<br />H<br />MARKET SHARE<br />
  18. 18.
  19. 19. Growth Strategy<br />EXISTING MARKET<br />NEW MARKET<br />EXISTING PRODUCT<br />NEW PRODUCT<br />
  20. 20.
  21. 21. New Markets - Rural<br />
  22. 22. Integrated Marketing Communications Program<br />
  23. 23.
  24. 24.
  25. 25. Customer Relationship Management<br />
  26. 26. Research Strategy<br />
  27. 27.
  28. 28. Recommendations<br />
  29. 29. Contingency Plans<br />
  30. 30.
  31. 31. Source of Images<br /><ul><li>http://beddows.org/wp-content/woo_custom/29-relationship-mix.jpg
  32. 32. http://www.consultinghouse-international.com/images/consultinghouse_starting_something%20new.jpg
  33. 33. http://www.digitalproductionme.com/pictures/gallery/300x200/market%20growth.jpg
  34. 34. http://thenetsetter.com/blog/wp-content/uploads/Aug_2.jpg
  35. 35. http://library.ulster.ac.uk/images/consumer.jpg
  36. 36. http://snarkysmachine.files.wordpress.com/2010/08/thank-you-blackboard.jpg</li>

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