INTRODUCTIONWe are one of India’s leading providers of telecommunication serviceswith a nationwide presence in all the 23 licensed jurisdictions (alsoknown as Telecom Circles). We served an aggregate of 88,270,194customers as of December 31, 2008; of who 85,650,733 subscribe toour GSM services and 2,619,461 use our Telemedia Services either forvoice and/or broadband access delivered through DSL. We are thelargest wireless service provider in the country, based on the number ofsubscribers as of December 31, 2008. We also offer an integrated suiteof telecom solutions to our enterprise customers, in addition toproviding long distance connectivity both nationally and internationally.We have recently forayed into media by launching our DTH and IPTVServices. All these services are rendered under a unified brand “Airtel”.The company also deploys, owns and manages passive infrastructurepertaining to telecom operations under its subsidiary Bharti InfratelLimited. Bharti Infratel owns 42% of Indus Towers Limited. BhartiInfratel and Indus Towers are the two top providers of passiveinfrastructure services in India.Successful businesses have extensiveknowledge about their customers and competitors. Getting accurateand specific information about your customers and competitors is acritical first step in market investigation and development of amarketing plan. Accurate market assessment and development of an
effective plan is critical to the success of both new and existingbusinesses. The market impacts and directs all aspects of thecompanys activities and ultimately will lead to success or failure of thebusiness.In developing a market plan, your primary functions are to understandthe needs and desires of your customer select or develop a product orservice that will meet customer needs, develop promotional material thatwill make the customer aware, and ensure product or service delivery.
ABSTRACTThis document is the Final Research Product for BITM, titled“OVERVIEW OF TELECOM SERVICES INDUSTRY IN INDIA& ANALYSIS OF BHARTI AIRTEL”.ABOUT BHARTI AIRTELBharti Airtel is India’s no.1 reliable network, serving at around 88million voice & data user subscribers. The need of research study is tostudy about Bharti Airtel, understanding its various strategies that keepit ahead of all other competitors like Vodaphone, Idea, Reliance etc..This study is undergone through various steps of research project. Themethod used for the research project are- Group Discussion, internetbrowsing, different graphs & chart study etc. From this analysis wefound that Bharti Airtel has the largest market share due to its callingplans, Tariff plans and other strategies. Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.
Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL). Indias largest and worlds third largest cellular service provider. More than 88 million subscribers as of 31 December 2008. Airtel provides mobile & fixed wireless services using GSM technology across 23 telecom circles. Largest Telecom Company listed on Indian Stock Exchanges. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.The service strategies of Bharti Airtel are- Best-in-class technology: World-class Installation & Customer Service Interactive VAS to Drive ARPU enhancement One Airtel Synergies for Distribution, Brand & IT Data Products: Internet, MPLS etc Integrated Solutions to Drive Share of wallet Strategic Alliances Indirect Channel to Drive Penetration Deeper & Not Wider: 94 Cities Vertical & Not Horizontal: Hi-Rise Network Enhancement to Deliver 8+ MBPS New Products & VAS to drive Flat, combo plans
CORE BUSINESS AREAMobile Services - We offer mobile services using GSM technology on900MHz and 1800MHz bands, and are the largest wireless serviceprovider in the country, based on theNumber of customers. Our 85,650,733 mobile customers accounted fora market share of 24.7% of wireless market, as on December 31, 2008.We offer post-paid, pre-paid, roaming and value added servicesthrough our extensive sales and distribution channel covering1,069,706 outlets. Our network is present in 5,057 census towns and401,882 non-census towns and villages in India, thus coveringapproximately 79% of the country’s population. Our network operatingcenters, which monitor the health of ourmobile network are located in Gurgaon, near Delhi, and Chennai.Telemedia Services – We provide broadband (DSL) and telephoneservices (fixed line) in 95 cities with growing focus on new media andentertainment solutions such as DTH and IPTV. We had 2,619,461customers as on December 31, 2008 of which 37.9% were subscribing
to broadband/internet services. Our product offerings in this segmentinclude supply and installation of fixed-line telephones providing local,national and international long distance voice connectivity andbroadband Internet access through DSL. We also remain stronglycommitted to our focus on Small and Medium Business enterprises .Weprovide a range of customised Telecom/ IT solutions and aim to achieverevenue leadership in this rapidly growing segment of the ICT market.The strategy of our Telemedia business is to focus on cities with highrevenue potential, except for DTH which is an all- India offering. Airteldigital TV is available to customers through 23,200 retail points in 120cities across the country.Enterprise Services - Enterprise Services provides a broad portfolio ofservices to large Enterprise and Carrier customers. This divisioncomprises the Carrier and Corporate business units. Enterprise Servicesis regarded as the trusted communications partner to Indias leadingorganizations, helping them to meet the challenges of growth.Carriers – Carrier business unit provides long distance wholesale voiceand data services to carrier customers as well as to other business unitsof Airtel. It also offers virtual
calling card services in the overseas markets. The business unit owns astate of the art national and international long distance networkinfrastructure enabling it to provide connectivity services both withinIndia and connecting India to the world. The national long distanceinfrastructure comprises of 90,205 kms of optical fibre, over 1,500MPLS and SDH POPs and over 1,250 POIs with the local exchanges,providing a pan India reach. The international infrastructure includesownership of the i2i submarine cable system connecting Chennai toSingapore, consortium ownership of the SMW4 submarine cablesystem and investment in capacities across a number of diversesubmarine cable systems across transatlantic and transpacific routes. Inrecent past we have announced investments in new cable systems suchas Asia America Gateway (AAG), India Middle East and Western Europe(IMEWE), Unity North, EIG (Europe India Gateway) and Eastern AfricaSubmarine Cable System (EASSy).Corporate – This business unit delivers end to end telecom solutions toIndia’s large corporate. It serves as the single point of contact for alltelecommunication needs for corporate customers in India by providingfull suite of communication services across data, voice and managedservices. It specializes in providing customized solutions to address
unique requirements of different industry verticals; BFSI, IT, ITeS,Manufacturing and distribution, media, education, telecom,Government and PSUs and retail among others. Backed by the allianceswith leading technology companies worldwide and state of the artinfrastructure, it offers complete range of telecom solutions. Thesesolutions enable corporate to network their offices within India andacross the globe, provide them infrastructure to run business criticalapplications and provide them means to connect with theircustomers, vendors and employees.
OBJECTIVEThe aim of this research project is to study about different strategiesused, different products used by Bharti Airtel. It also includes Indianmarket study, Bharti Airtel Corporate Study, its financial & Industrialstudy. Under this research project following points are covered-
METHODOLOGY Viewing the mergers & acquisitions done by the company & predicting its strategy . Examine the research papers & annual reports published by the company Analysing the information given by the company about their products ,available on company website
COMPANY PROFILE Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL). Indias largest and worlds third largest cellular service provider. More than 88 million subscribers as of 31 December 2008. Airtel brand is headed by Sunil Bharti Mittal. Airtel provides mobile & fixed wireless services using GSM technology across 23 telecom circles .
India’s First Telecom Company that provides telecom services in all the circles. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. Company shares are listed on The Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India Limited (NSE) . Per Share price of Airtel in BSE is Rs 601.40 (5th march 2009)
MARKETING STRATEGYCore Value Of Airtel – • Performance • Dynamism • LeadershipTargeting – • Elite • Up market professionals • Entrepreneur with business plans • Low income mass category • Youth • Women and senior citizens by post paid connectionAdvertisement- Airtel basically uses two appeal to connect to the users • Emotional • Humorous