This document provides an overview of Bharti Airtel's marketing strategies. It discusses Airtel's profile, awards, products and services for consumers and businesses. It then analyzes Airtel using PESTLE factors and performs a SWOT analysis. Recent strategies discussed include outsourcing business operations, partnering with Google, pursuing m-commerce, and engaging in joint ventures. The document also outlines Airtel's corporate social responsibility activities.

1. Marketing Strategies
Of
Presented By-
Reshma Khatun-279
Ela Garg-318
Firoz Anjum-326
Richa Rashmi-342

2. ProFILE
Parent Company : Bharti
Category : Mobile Service Provider
Sector : Telecommunication
Tagline/ Slogans : Express yourself
USP : Top brand in India and Brand connect
Founded : 7 July 1994
Founder: Sunil Bharti Mittal
Headquarters: New Delhi, India
Area served : 20 countries South Asia, Africa and the Channel
Islands

3. Awards
 Bharti Airtel is the first Indian telecom service
provider to achieve Cisco Gold Certification.
 Bharti Airtel is rated among the best performing
companies in the world in the Business Week IT 100
list 2007.
 Bharti Airtel bags top honour at Telecom Leadership
Forum 2012
 Brand Airtel wins top accolades at Effie Awards

4. Product & Services

5. Services for us
 Mobile- Prepaid , Postpaid ,Hello Tunes
 Home Phones – Fixed Line , Fixed Wireless Phones
 Broadband & Internet
 Calling Cards
 Wirelesss Internet- 2G,3G, 4G LTE
 Airtel Digital TV

6. Services for business
 Emerging Business:
Data & IP, Voice, Business Application,
Data centre & Managed Services, Digital
Media.
 Enterprise & Government:
Voice, Data, Digital Media, Application
& Solutions, Integrated Managed Solution
 Global Business:
Global Voice , Global Data, Global
Coverage, Global Integrated Managed
Solutions, Global Smiles Partnership
Program

7. Vision & Mission
“WE ARE Airtel always think in fresh and innovative ways about the needs of our customers
and how we want them to feel . We deliver what we promise and go out of our way to delight
the customer with a little bit more”

8. PESTLE ANALYSIS
A) POLITICAL FACTORS
THREATS
OPPORTUNITY
FDI increase by government
Huge license fees to be paid
implies wider choice for
upfront & high gestation
consumers to opt for new
period for new entrants
services offered

9. PESTLE ANALYSIS
Economical
A) India is the fastest growing A) FDI in Telecom increased to
74%
economy after China , so the need for from 49%
teledensity .
B) Per capita income from 12000(2002) to B ) Expensive call rates when
+50000 ( 2010-11) compared to other prepaid
operators
C) Lower entry level cost hence more
number of consumers in the market
D) Strategic alliances with mobile
Handset companies for sale of Airtel
Prepaid

10. PESTLE ANALYSIS
Technological
 Bharti Airtel is first wireless service provider which supplies roaming
services, International and long distance communication services and
Value Added Services.
 Bharti Airtel has high-speed optic fiber network. This network presently
spans 126,357 kms all over India.
 Bharti Airtel's international network infrastructure includes ownership of
the i2i submarine cable system and consortium ownership in five global
undersea cable systems

11. PESTLE ANALYSIS
E) ENVIRONMENTAL FACTORS
 Radio frequency waves emitted from mobile phones
harms body cells and damages the DNA . But this has not been
scientifically proved as yet .
 On 1 September 2012, India set electromagnetic frequency
exposure limit for all mobile phone base stations to one tenth of
the existing ICNIRP exposure level. Telecom Enforcement
Resource & Monitoring (TERM) cells will audit the self-
certification provided by the mobile network operators.

12. PESTLE ANALYSIS
F) LEGAL FACTORS
A) Government has
replaced License Fees with
Revenue Sharing Schemes A) Lack of transparency in
B) License term extended License & Spectrum allocation
from 10 to 20 years B) MNP

13. SWOT
Strength Weaknesses
 Largest telecom operator in India  Decline in customer market share
 Strong customer base growth  Decline in ARPU's
 3G service launch
 Large passive infrastructure
 Maximum number of active customers
 Focus on rural sales
Opportunities Threats
 India is the fastest growth mobile services  MNP
market in the world  Temporary setback to telecom tower
 New subscriber additions through MNP growth
 Future potential of Tele-media services  TRAI
 Opportunities in Africa

14. Rebranding

16. UNIQUE PROMOTION

17. Marketing Strategies
Business Process Management-
 Process innovation and continuous improvement through people involvement.
 Problem investigation by “fact-based root cause analysis”.
Customer Defined Business Process
 Delivery Time
 Turnaround Time
 Lead Time
 Time to Market
 Other performance indicator

18. Contd…
Result Oriented Approach-
Each process has been designed by first planning the desired result . The largest
customer are then arrived at through identifiction of end customer expectations &
going through past experiences - “What Went Wrong And Can Go Wrong” .

20. Recent Strategies
 Outsource Business operations except Marketing ,Sales
and Finance.
 Announced a Strategic ;partnership with Google.
 M-Commerce
 Joint Venture with IFFCO

21. CSR Activies
 Airtel Ashiana for underpriviledged children at the Mohali office of
Airtel.
 Airtel tied up with an NGO to distribute daily surplus food to needy
children.
 Airtel Experience Centre by Access MP for the benefit of the
visually impaired people as well as people from deprived section of
society.
 BHARTI FOUNDATION- helps under priviledged children and
young people of our country.
 Donated free medicines , stationery,clothes and other utility items at
„Missionaries of Charity Home for Destitutes‟

22. Thank You!!!!