This document provides a summary of the history of Bharti Airtel Limited, an Indian telecommunications company. It outlines key events from 1995 when Bharti Tele-Ventures was incorporated through 2011. Some highlights include Bharti launching cellular services under the Airtel brand in Delhi in 1995. Over the years, the company expanded services and operations across India through acquisitions and partnerships. It became the first private operator to provide fixed-line services in 1998. The company has grown to operate in 20 countries across regions and provide 2G, 3G, and plans to launch 4G services in India.

1. A Project Report on
Bharti Airtel Limited
Submitted to Submitted by
Dr. Shipra Khanna Deep Jyoti Das
&
Jaspreet Singh

2. Acknowledgement
We are very thankful to everyone who all supported us, for we have completed our
project effectively and moreover on time. We are equally grateful to our teacher Dr.
Shipra Khanna. She gave us moral support and guided us in different matters
regarding the topic. She had been very kind and patient while suggesting us the outlines
of this project and correcting our doubts. We thank her for her overall supports.
We would like to thank our dean Dr. Sandhir Sharma who helped us a lot in gathering
different information, collecting data from time to time in making this project despite of
their busy schedules.
Last but not the least; we thank our coordinator Ms. Namita Bhandari. She gave us
different ideas in making this project unique.
And we would also like to thank our Family; they have guided us from time to time in
making this project.
We would like to thank our Friends and also the person who have binded this report.
Deep Jyoti Das
&
Jaspreet

3. Index
1. Introduction 1
2. History 8
3. Organizational Structure 20
4. SWOT Analysis 22
5. Financial Status 26
6. Marketing Strategy 31
7. Main Competent & Marketing Strategy of There Co. 34
8. Suggestion & Recommendation 36
9. References 37

4. Introduction
Bharti Airtel Limited, commonly known as Airtel, is an Indian telecommunications
company that operates in 20 countries across South Asia, Africa and the Channel
Islands. It operates a GSM network in all countries, providing 2G or 3G services
depending upon the country of operation. Airtel is the fifth largest telecom operator in
the world with about 230.8 million subscribers across 19 countries at the end of June
2011. It is the largest cellular service provider in India, with over 171.85 million
subscribers as of August 2011. Airtel is the 3rd largest in-country mobile operator by
subscriber base, behind China Mobile and China Unicom. It also offers fixed line
services and broadband services. It offers its telecom services under the Airtel brand
and is headed by Sunil Bharti Mittal.
Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold
Certification. To earn Gold Certification, Bharti Airtel had to meet rigorous standards for
networking competency, service, support and customer satisfaction set forth by Cisco.
The company also provides land-line telephone services and broadband Internet access
(DSL) in over 96 cities in India. It also acts as a carrier for national and international
long distance communication services. The company has a submarine cable landing
station at Chennai, which connects the submarine cable connecting Chennai and
Singapore.
The company is structured into four strategic business units - Mobile, Telemedia,
Enterprise and Digital TV. The mobile business offers services in 18 countries across
the Indian Subcontinent and Africa. The Telemedia business provides broadband, IPTV
and telephone services in 89 Indian cities. The Digital TV business provides Direct-to-
Home TV services across India. The Enterprise business provides end-to-end telecom
solutions to corporate customers and national and international long distance services
to telcos.
It is known for being the first mobile phone company in the world to outsource
everything except marketing and sales and finance. Its network (base stations,
microwave links, etc.) are maintained by Ericsson, Nokia Siemens Network and Huawei,
business support by IBM and transmission towers by another company (Bharti Infratel
Ltd. in India). Ericsson agreed for the first time, to be paid by the minute for installation
and maintenance of their equipment rather than being paid up front. This enabled the
company to provide pan-India phone call rates of Rs. 1/minute (U$0.02/minute). Call
rates have come down much further. During the last financial year [2009–10], Bharti has
roped in a strategic partner Alcatel-Lucent to manage the network infrastructure for the
Telemedia Business.

5. India
Mobile
Airtel has nationwide presence and is the market leader with a market share of almost
completely (as of May 2010). It is 6th most valued brand according to an annual survey
conducted by Brand Finance and The Economic Times in 2010.
On 19 October 2004, Airtel announced the launch of a BlackBerry Wireless Solution in
India. The launch is a result of a tie-up between Bharti Tele-Ventures Limited
and Research In Motion (RIM).
The Apple iPhone 3G was rolled out in India on 22 August 2008 by Airtel & Vodafone.
Both the cellular service providers rolled out their Apple iPhone 3GS in the first quarter
of 2010. However, high prices and contract bonds discouraged consumers and it was
not as successful for both the service providers as much as the iPhone is successful in
other markets of the world. The Apple iPhone 4 was introduced on 27 May 2011 by
Airtel & Aircel.

6. 3G
On 18 May 2010, 3G spectrum auction was completed and Airtel will have to pay the
Indian government 12,295 crore (US$2.74 billion) for spectrum in 13 circles, the most
amount spent by an operator in this auction. Airtel won 3G licences in 13 telecom circles
of India: Delhi, Mumbai, Andhra Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (east),
Rajasthan, West Bengal, Himachal Pradesh, Bihar, Assam, North East, Jammu &
Kashmir. Airtel also operates 3G services in Maharastra, Goa, Kanpur and Kolkata
through an agreement with Vodafone and in Gujarat through an agreement with Idea.
This gives Airtel a 3G presence in 15 out of 22 circles in India.
On 20 September 2010, Bharti Airtel said that it has given contracts to Ericsson
India, Nokia Siemens Networks (NSN) and Huawei Technologies to set up infrastructure
for providing 3G services in the country. These vendors will plan, design, deploy and
maintain 3G-HSPA (third generation, high speed packet access) networks in 13 telecom
circles where the company has won 3G licences. While Bharti Airtel has awarded
network contracts for seven 3G circles to Ericsson India, NSN would manage networks
in three circles. Chinese telecom equipment vendor Huawei Technologies has been
introduced as the third partner for three circles.
On 24 January 2011, Airtel launched 3G services in Bangalore, Karnataka – its largest
circle by revenue. With this launch, Airtel became the third private operator (fifth overall)
to launch its 3G services in the country following Reliance Communications and Tata
Docomo. On 27 January 2011, Airtel launched 3G in Chennai and Coimbatore.
On 27 July 2011 Airtel launched 3G in 3 Major Cities in Kerala (Trivandrum, Cochin &
Calicut) with 3G network sharing agreement between idea.
On 3 August 2011, Airtel launched 3G in Maharashtra & Goa with 3G network sharing
agreement between idea. Airtel plans to cover 1,500 cities across 13 circles by the end
of March 2012. The company, which has 3G licences for 13 circles, is also in talks with
other service providers to roll out the services in the remaining 10 circles as part of its
roaming offerings. Airtel had about 3 million 3G subscribers as of May 2011.

7. 4G
On 19 May 2010, the broadband wireless access (BWA) or 4G spectrum auction in
India ended. Airtel paid 3314.36 crores for spectrum in 4 circles. The circles it will
provide 4G in are Maharashtra, Karnataka, Punjab and Kolkata.
According to Cellular Operators Association of India (COAI) director general Rajan S.
Mathews, Airtel is expected to launch 4G services in first qaurter of 2012. They are
expected to use LTE technology.

8. History
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited
liability under the Companies Act, for promoting telecommunications services. Bharti
Tele-Ventures received certificate for commencement of business on January 18, 1996.
The Company was initially formed as a wholly-owned subsidiary of Bharti Telecom
Limited. The chronology of events since Bharti Tele-Ventures was incorporated in 1995
is as follows:
Calendar year & Events
1995
Bharti Cellular launched cellular services 'AirTel' in Delhi
1996
STET International Netherlands NV, or STET, a company promoted by Telecom
Italia, Italy acquired a 20% equity interest in Bharti Tele-Ventures
Bharti Telenet launched cellular services in Himachal Pradesh
1997
British Telecom acquired a 21.05% equity interest in Bharti Cellular
Bharti Telenet obtained a license for providing fixed-line services in Madhya
Pradesh circle
Bharti Telecom and British Telecom formed a 51%: 49% joint venture, Bharti BT,
for providing VSAT services
1998
Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT
Internet for providing Internet services
First Indian private fixed-line services launched in Indore in the Madhya Pradesh
circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services
monopoly of DoT (now BSNL)
1999
Warburg Pincus (through its investment company Brentwood Investment
Holdings Limited) acquired a 19.05% equity interest in Bharti Tele-Ventures
Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC Cellular
Holdings) acquired an effective 32.36% equity interest in Bharti Mobile (formerly
JT Mobiles), the cellular services provider in Karnataka and Andhra Pradesh
circles
New York Life Insurance Fund, or NYLIF, acquired a 3% equity interest in Bharti
Cellular

9. 2000
Bharti Tele-Ventures acquired an effective equity interest of 40.5% in Bharti
Mobinet (formerly Skycell Communications), the cellular services provider in
Chennai
Bharti Tele-Ventures acquired a 30.2% equity interest of Telecom Italia in Bharti
Telenet and 18.8% from Bharti Telecom thereby making Bharti Telenet a 100%
subsidiary of Bharti Tele-Ventures
SingTel (through its investment company Pastel Limited) acquired STET's 15.3%
equity interest in Bharti Tele-Ventures
Bharti Tele-Ventures acquired an additional effective 41.64% equity interest in
Bharti Mobile (by acquiring the remaining 36.55% equity interest in SC Cellular)
resulting in Bharti Tele-Ventures holding an effective 74% equity interest in Bharti
Mobile.
2001
Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular
Bharti Telesonic entered into a joint venture, Bharti Aquanet, with SingTel for
establishing a submarine cable landing station at Chennai
Bharti Tele-Ventures issued additional equity for approximately US$ 481.30
million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, and Seejay Cellular
and Bharti Telecom
Bharti Cellular acquired a 100% equity interest in Bharti Mobitel (formerly Spice
Cell), the cellular services provider in Kolkata
Bharti Tele-Ventures acquired 85% and 15% in Bharti Telespatial from Bharti
Telecom and Intel, respectively
Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from British
Telecom, thereby making Bharti Cellular its 100% subsidiary
Bharti Tele-Ventures acquired an additional 49% equity interest in Bharti Mobinet
from Millicom International and BellSouth International, thereby owning 89.5%
equity interest in Bharti Mobinet, which was further increased to 95.3% following
an issuance of additional equity shares by way of rights issue
Punjab license restored to Bharti Mobile by the DoT and migration to NTP - 1999
accepted
Bharti Cellular entered into license agreements to provide cellular services in
eight new circles following the fourth operator cellular license bidding process
Bharti Telenet entered into license agreements to provide fixed-line services in
the Haryana, Delhi, Tamil Nadu and Karnataka circles
Bharti Telesonic entered into a license agreement with the DoT to provide
national long distance services across India
Bharti Aquanet, Bharti Telesonic and Bharti Cellular entered into license
agreements with the DoT to provide ISP services in India
Bharti Telesonic launched national long distance services under the brand name
of IndiaOne
Bharti Telenet launched fixed line services in Haryana under the brand name of
TouchTel.

10. 2002
Comes out with issue of 18.53 crore equity shares through book building route
with a floor price of Rs 45 per share, received bid for 18.55 crore shares.
Through the issue, it becomes the first company in India to come out with 100%
book building issue
Issue price fixed at Rs 45 per share, floor price fixed by the company. Raises Rs
834 crore
Shares listed on BSE, NSE and DSE, opens at 11% premium to its issue price
of Rs 45
Enters into a 5-year agreement with Escotel and ETL of the Escorts group to
contract leased line connectivity for its cellular operations
Mr. Ravi Akhoury ceases to be Director of Bharti Tele
DoT grants ILD Telephony License to Bharti Telesonic, subsidiary of the
company
Signs MoU with Telia AB to buy out their 26% stake in Bharti Mobile
Ties up with SSC (Secondary School Certification) Board, Hyderabad, where
Bharti will announce SSC results to its customers on their mobile phones
ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs
Bharti forays into Mumbai with offers
Alpine International Ltd. and ELM International Ltd. acquire shares of Bharti Tele-
Ventures
Sunil Mittal, Chairman & Managing Director of the company, bags Businessman
of the year award by Business India
2003
Airtel breaks interconnectivity with Tata Teleservices in Andhra Pradesh Circle
Company accorded its approval for amalgamation of its subsidiary companies
viz: Bharti Telenet Ltd, Bharti Telesonic Ltd, Bharti Broadband Networks Ltd and
Bharti Comtel Ltd through scheme of Amalgamation. The merged entity would be
renamed as Bharti Infotel Ltd
Air Tel launches Local direct dialling facility in Chennai circle
Mobilises 5 m long term foreign currency borrowings for expansion of cellular
operations
Bharti Cellular unveils CareTouch service
Bharti Group's cellular brand Airtel has unveiled free multimedia messaging
services (MMS) for its customers. The company has also rolled out pan-India
GPRS (General Packet Radio Services) for its corporate subscribers
Launches its `IndiaOne MeetXpress' audio-conferencing service
Punjab, Haryana get free incoming calls from Airtel
AirTel provides SMS facilities to hearing impaired in Chennai
Goa, Maharashtra gets 'voice portal' services by Bharti Cellular
Launches free additional connection to its new subscribers in New Delhi

11. Mr Sin Hang Boon and Mr Wong Hung Khim have resigned from the Board of
Directors of Bharti Tele Ventures Ltd with effect from February 27, 2003.
Airtel provides SMS cricket updates
Bharti Mobinet Ltd, the Bharti group company that provides the AirTel mobile
service in Chennai, today launched its GPRS (General Packet Radio Service)
network and an MMS (multi-media messaging) on the GPRS platform
AirTel unveils new ring tones for karnataka cellular market
AirTel Subscribers exceed 3 million mark
AirTel unveils RAD system
Mr P M Sinha resigns from the Board of Directors of the Company with effect
from March 31, 2003.
Bharti TeleVentures announces the completion of merger with Bharti Mobitel
Bharti Mobitel Ltd. merged with Bharti Cellular Ltd.
AirTel reintroduces 'Mobile 2 Mobile' offer for Karnataka customers
AirTel, Touchtel jointly offer freeTouchtel land line for post-paid Airtel connection
AirTel rolls out voice mail service for pre-paid customers
AirTel unveils new scheme for pre-paid customers giving away free talk time
worth Rs 10 crore
Airtel surpasses 4 lakh subscriber base in Karnataka
Bharti announces new tariff plan AirTel 012
Offers 0-1-2, a new cellular package for the customers, which means zero
charges on incoming calls, Re 1 on mobile-to-mobile outgoing calls, Rs 2 on
mobile-to-mobile STD calls
Rolls out Airtel messenger service
AirTel offers bundled handset, connection package for Rs 5715
Airtel slashes SMS rates to 60 paise; excludes Delhi and Mumbai
Bharti cellular, wholly owned subsidiary of Bharti Tele-Ventures, increases its
stake to 100% in Bharti Mobile
Iinks distribution pact with Hathway Cable. With this alliance, Bharti is said to be
the first telecom firm to step into television distribution services
Six cell operators move over from Bharti to VSNL
Airtel augments cellular coverage in TN by including Arcot & Walajapet in its
network
Airtel ties up with Coke in Chennai to sell its Magic prepaid cards
AirTel embarks on network expansion in Hyderabad
Airtel unveils IndiaOne Long Distance Calling Card
AirTel introduces unified tariff package in TN, Chennai
Airtel becomes front runner in Karnataka's mobile services market
Bharti Tele launches 'Always on' service to its subscribers
SBI, AirTel announce EMI offer at Rs 299
Bharti and MTV join hands to launch new SIM card
AirTel unveils new post-paid scheme at zero rental

12. AirTel launches `Happy Plan' in AP
Airtel emerges as the highest selling pre-paid card
Airtel join hands with Alcatel & Videocon to launch new scheme
AirTel service provider touches 5 lakh customers in Punjab
Airtel offers 5 new services for its customers in Mumbai
Bharti launches first dual band network in Delhi
Gets 14th place among top 25 Cos in India
Bharti Mobile crosses 4 lakh mobile subscribers in AP
Airtel holds top position in terms of dealer penetration
Prof. V S Raju has been inducted on the Board of Directors of the Company.
Touchtel launches SMS service in fixed line phones in Karnal, Panipat
AitTel unveils special offers in Kerala
AirTel launches InnoWest for the western region
Bharti Tele-Ventures enters into an agreement with Telesystem (Mauritius) Pvt.
Ltd
Airtel slashes out going sms price to 30ps
AirTel on December 16, 2003 announced the launch of expense tracker service,
which provides customers the option of tracking their day-to-day expenses on a
daily or monthly basis. To avail of this service, the customer should register
himself by sending EXP REG Your mail ID{gt} to 3020. This service will allow a
user to track expenses, while on the move by sending an SMS. Each SMS sent
to 3020 would cost Rs 3.
AirTel introduces MTV Club Card in Chennai
2004
Bharti unveils new card for Mecca piligrims
AirTel enrolls 50,000 customers in its mobile service in 60 days
Launches WAP enabled portal Service in Kerala
Bharti Cellular's AirTel has extended its mobile connectivity to Karaikkal, Nagur,
Mannargudi and Kovilpalayam in Tamil Nadu circle.
Airtel customer base touches new high of 5 lakh mark in Andhra Pradesh
Mobile service provider AirTel is launching its first ever MMS (Multi Media
service) downloads in Tamil. The launch of this service has been timed to
coincide with Pongal.
AirTel tie up with MAA TV
Airtel launches Rs 50 pre-paids recharge
Bharti Tele-Ventures enters into a three year service agreement with Ericsson
Bharti Tele-Ventures (BTVL) has signed and received unified access service
licence to provide GSM services in five circles including Uttar Pradesh (East),
West Bengal & Andaman Nicobar, Orissa, Bihar and Jammu & Kashmir. The
licence has been granted to Bharti Cellular Ltd (BCL), the cellular arm and
subsidiary of BTVL.

13. Airtel announces the signing of the first-ever bilateral roaming agreement
between an Indian mobile service provider and its counterpart in Pakistan. This
facility will be available to pre-paid as well as post-paid customers. AirTel's
roaming agreement is with Mobilink, the only GSM cellular service provider in
Pakistan
Acquires switching systems from Tekelec that will give a technological edge to
the company
Bharti Tele-Ventures Ltd signed an information technology outsourcing deal with
infotech major IBM, estimated to be in the range of 0-750 million for a ten-year
period.
Jayant Khosla, new chief executive officer, Mumbai
Signs MoU to join the South East Asia - Middle East - Western Europe 4 (SEA-
ME-WE-4) consortium along with 15 other global telecom operators.
Bharti Tele-Ventures has struck a deal with Shyam Telecom to buy out the
latter's 67.5 per cent stake in cellular services company Hexacom for Rs 430
crore.
Bharti Tele garners 0 m via FCCBs
Samsung India Electronics Limited has tied up with cellular operator Bharti for
bundling its mobile handsets with a connection.
The Bharti group finalised a Rs 500-crore deal to share its national long-distance
(STD) network with VSNL in a first-of-its-kind accord between two top telecom
service providers in a bid to optimise capacities in the NLD segment.
Internet gateway and services provider, Videsh Sanchar Nigam Ltd. (VSNL) has
signed a Right to Use (RoU) agreement to deploy mobile telephony major, Bharti
Tele-Ventures' existing National Long Distance (NLD) backbone.
Airtel offers talktime transfer service
Airtel has announced money-back guarantee offer in case of call drop or poor
network experience for its subscribers
Bharti launches 2-in-1 card
Airtel launched two-way international roaming and GPRS for prepaid customers
in the Maharshtra and Goa circles
India's leading cellular company Bharti Tele-Ventures has bagged the Asian
MobileNews operator of the year award in India and the subcontinent
Bharti Tele-Ventures Ltd has awarded a million equipment contract to Swedish
telecoms company Ericsson
Bharti Televentures announced formation of a new strategic business unit to offer
various telecom and IT services through a single contact
Bharti Televentures unveiled a mobile portal featuring sports, entertainment and
news among others
Airtel ties up with Micro Tech to set up 'Mcops' vehicle security system
Bharti Tele-Venture on July 19 launched ring back tone service which is a
personalized mobile music service where the caller hears songs and other sound
clips instead of the traditional switchboard ring-ring tone

14. Airtel, a private telecom services provider, has commissioned its first 24x7
customer service centre in Andhra Pradesh
Airtel unveils Rs 199 pre paid card
AirTel join hands with NMIMS to offer executive MBA programme
AirTel introduces new scheme for hearing impaired in Maharashtra & Goa
AirTel inks pact with JP Mobile
Rolls out Enhanced Data Rate for Global Evolution (EDGE) network in Pune on
September 9, 2004, Ties up with Nokia for sale of Nokia 6230, an EDGE-enabled
handset.
AirTel unveils first virtual calling cards in India
BTVL rolls out EDGE services in Bangalore
Airtel rolls out Full Talktime Advantage card
Airtel rolls out wi-fi services in Mumbai
BTVL launches new 'Airtel Broadband Friendly Offer'
Airtel launches GPRS services for pre-paid customers
Airtel partners with ITPO to set up Wi-Fi network in Delhi
Airtel launches EDGE services and a new pre-paid plan for Chennai
Airtel introduces LAS in Karnataka
2005
Airtel launches video services for its GPRS customers on February 22, 2005
Airtel unveils new TV ad featuring Sachin, Sharukh
Bharti Tele-Ventures launches telecom network in Andaman & Nicobar
BTVL unveil fixed line, broadband services
Bharti inks 5-m deal with Nokia for rural network expansion
Bharti Tele Ventures Ltd has announced that Airtel, ICICI Bank & VISA have
joined hands to launch mChq - a revolutionary new service - a credit card on the
mobile phone
Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India
Bharti Tele Ventures announces agreement with Vodafone
Airtel unveils 'free flight' offer
Airtel unveils starter pack
Bharti Tele-Ventures launches under sea cable system
2006
Airtel unveils Re 1 STD plans
Airtel launches NetXpert.
Airtel launches Post2Pre recharging service on April 04,2006.
Airtel sets up customer centre
Mobile service provider Airtel today announced the launch of `Save My Phone
Contact' service for its pre-paid and post-paid customers in Delhi
Bharti Tele Ventures bags 'Wireless Service Provider of the Year' & 'Competitive
Service Provider of the Year' awards

15. Sunil Mittal bags CEO of the Year award
Cellebrum join hands with Airtel
Airtel Mega unveiled in Coimbatore
Airtel joins hand with Microsoft
Bharti Airtel Ltd has informed that Microsoft and the Company announced a
strategic partnership that will offer a range of software and services for small and
medium businesses (SMBs) in India.
Bharti Airtel Ltd on Nov 8, announced a first-of-its-kind alliance with the Adani
Group for establishing an end-to-end modern telecommunication network
infrastructure for the latter's multi-sector special economic zone (SEZ), located
near Mundra Port in Kutch district of Gujarat.
2007
Bharti Airtel, telecom major, has come out with a slew of initiatives including
buying out SingTel's 50 per cent stake in joint venture under sea cable company
Network i2i for 0 million.
Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on
Economics of Quality.
Bharti Airtel Ltd has announced the following changes in the operational
leadership structure and roles in the Company effective April 01, 2007.
Bharti Airtel Ltd on April 01, 2007, has announced the reduction in International
Long Distance Tariffs (ISD) for all its mobile customers in India.
Airtel signs agreement with HTC for touch screen mobile.
2008
Nokia Siemens Networks on Jan 3 declared that it has been awarded a multi
million euro contract from Bharti Airtel Ltd for deployment of a single interactive
voice response (IVR) platform across 23 circles. The three-year turnkey contract
comprises designing, planning, systems integration and optimisation services to
raise overall customer experience. The new IVR solution will enable Airtel to
deliver services such as voice SMS, televoting, call management services, caller
ring back tone and voice portal on a faster time-to-market basis and, therefore,
reduce OPEX costs.
Bharti Airtel Ltd on February 13, 2008 has announced that it has achieved the 60
million customer mark. This landmark has catapulted Bharti Airtel into the club of
top mobile operators in the world in terms of subscriber base. The 60 million
customer base covers mobile as well as fixed line and broadband customers.
Bharti Airtel tied up with US-based Apple Inc to bring the popular GSM-based
iPhone in the country.
Bharti Airtel Ltd has forged a technology alliance with Infosys Technologies Ltd to
launch its Direct-to-Home (DTH) television services. Infosys, through its digital
convergence platform, will offer a suite of products including devices, application
servers and interactive applications for Airtel's DTH services.

16. 2009
Bharti Airtel HAS signed a five-year managed services deal valued at 0 million
with Alcatel Lucent for its fixed-line and broadband operations.
Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is aimed at
offering the added advantage to Airtel customers to be in touch with each other
at an affordable rate of 50 paise per minute, be it a national long distance call
(STD) or a local call.
In order to create products and services for the small, medium and large
enterprises, Bharti Airtel and Cisco announced a strategic business alliance. The
alliance would combine the strengths of Airtel's network service and Cisco'
Internet Protocol (IP) technologies.
Bharti Airtel - Airtel and mChek announce milestone of One Million users;
introduce a broad range of new mCommerce services.
2010
Bharti Airtel submitted its bid for 3G spectrum, the auction for which starts from
April 9.
Bharti Airtel has partnered with US-based software maker VMware Inc. It has
done this in order to focus on the cloud-based managed computer services
market.
Bharti Airtel, India's No.1 cellular carrier has won broadband spectrum in four
circles. Earlier, Bharti has said that it had tied up the entire financing requirement
of .3 bn for the planned buy, through a series of banks.
Gearing up for the roll out its 3G services soon, Bharti Airtel on Monday said it
has chosen Ericsson India, Nokia Siemens Networks and Huawei Technologies
as network partners to launch the third generation mobile services. All the three
partners will plan, design, deploy and maintain a state-of-the-art 3G HSPA (high
speed packet access) network in 13 telecom circles of the total 22 for which
Bharti Airtel has bagged the licences for over Rs.12,000 crore.

17. Worldwide Presence
Coverage map of Bharti Airtel across 20 countries
Airtel is the 5th largest mobile operator in the world in terms of subscriber base and has
a commercial presence in 20 countries and the Channel Islands.
Its area of operations includes:
The Indian Subcontinent:
Airtel Bangla, in Bangladesh
Airtel, in India
Airtel Sri Lanka, in Sri Lanka
Airtel Africa, which operates in 16 African countries:
Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the Congo, Gabon,
Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Rwanda, Seychelles, Sierra Leone,
Tanzania, Uganda and Zambia.
The British Crown Dependency islands of Jersey and Guernsey, under the brand
name Airtel-Vodafone, through an agreement with Vodafone.

18. Subscriber Base
Bharti Airtel has about 230.8 million subscribers worldwide – 169.18 million in India,
46 million are in Africa, 4 million in Bangladesh and 1.8 million in Sri Lanka as of the
end of June 2011. The numbers include mobile services subscribers in 19 countries and
Indian Telemedia services and Digital services subscribers.
India
The Airtel subscriber base according to Cellular Operators Association of India (COAI)
as of December 2010 was:
Metros
Hyderabad −8,947,870
Chennai – 2,947,870
Delhi – 7,420,171
Mumbai – 3,263,688
Kanpur - 3,259,687
Kolkata – 3,181,073
"A" Circle
Andhra Pradesh – 15,329,598
Gujarat – 5,980,024
Karnataka – 14,004,247
Maharashtra – 7,865,425
Tamil Nadu – 9,157,295
"B" Circle
Haryana – 1,856,093
Kerala – 3,383,097
Madhya Pradesh – 8,527,584
Punjab – 5,946,742
Rajasthan – 12,001,442
Uttar Pradesh (East) – 11,455,638
Uttar Pradesh (West) – 5,475,843
West Bengal – 7,592,487
"C" Circle
Assam – 2,828,490
Bihar – 13,901,163
Himachal Pradesh – 1,528,727
Jammu and Kashmir – 1,879,828
North Eastern States – 1,748,202
Orissa – 4,989,102
Airtel is the market leader in India with about 169,186,247 out of the total 598,779,674
Subscribers in India or about 28.26% market share as of June 2011.

19. Sl. No. Name of Company Total Sub Figures % Market Share
1 Bharti Airtel 169,186,247 28.26%
2 Vodafone Essar 141,519,840 23.63%
3 IDEA 95,108,818 15.88%
4 BSNL 88,461,492 14.77%
5 Aircel 57,980,752 9.68%
6 Uninor 26,330,211 4.40%
7 Videocon 7,129,886 1.19%
8 MTNL 5,236,171 0.87%
9 Loop Mobile 3,150,308 0.53%
10 Stel 3,317,414 0.55%
11 Etisalat 1,358,535 0.23%
All India 598,779,674 100.00%

20. Organizational Structure
The organizational structure that existed till recently concentrated on the hierarchy of
the operations (not services) inside the company as a whole. The structure depicts the
corresponding operation/region of different in-charges and hence it didn't hold anyone
responsible for each of its services. So, the company found it better to restructure its
organizational chart and it came into implementation from 1 August. The transformed
organizational structure will have two distinct Customer Business Units (CBU) with clear
focus on B2C (Business to Customer) and B2B (Business to Business) segments.
Bharti Airtel's B2C business unit will comprehensively service the retail consumers,
homes and small offices, by combining the erstwhile business units – Mobile,
Telemedia, Digital TV, and other emerging businesses (like M-commerce, M-health, M-
advertising etc.). The B2C organization will consist of Consumer Business and Market
Operations.

21. Sunil Bharti Mittal (Chairman and Group CEO of Bharti Enterprises)
Sunil Bharti Mittal (born 23 October 1957) is an Indian telecom mogul, philanthropist
and the founder, chairman and Group CEO of Bharti Enterprises. The US$8.3 billion
turnover company runs India's largest GSM-based mobile phone service and world's
fifth largest wireless company with over 190 million customers across 19 countries in
Asia and Africa. He is the son of Sat Paul (former MP) and Lalita.
In 2007, he was awarded the Padma Bhushan, India's third highest civilian honor
Awards and Recognition
 Transforming India Leader, NDTV Business Leader Awards 2008.
 GSMA Chairman's Award 2008.
 Padma Bhushan in 2007, from the President of India.
 Asia Businessman of the Year, Fortune Magazine 2006.
 Telecom Person of the Year, Voice & Data, 2006.
 CEO of the year 2005, at the Frost and Sullivan Asia Pacific ICT awards 2006.
 Best Asian Telecom CEO, Telecom Asia Awards 2005.
 Best CEO, India, Institutional Investor, 2005.
 Business Leader Of The Year, Economic Times, 2005.
 INSEAD Business Leader Award 2011

22. SWOT ANALYSIS

23. Strengths
* Bharti Airtel has more than 65 million customers (July 2008). It is the largest cellular
provider in India, and also supplies broadband and telephone services - as well as
many other telecommunications services to both domestic and corporate customers.
* Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel, with
whom they hold a strategic alliance. This means that the business has access to
knowledge and technology from other parts of the telecommunications world.
* The company has covered the entire Indian nation with its network. This has
underpinned its large and rising customer base.
Weaknesses
* An often cited original weakness is that when the business was started by Sunil Bharti
Mittal over 15 years ago, the business has little knowledge and experience of how a
cellular telephone system actually worked. So the start-up business had to outsource to
industry experts in the field.
* Until recently Airtel did not own its own towers, which was a particular strength of
some of its competitors such as Hutchison Essar. Towers are important if your company
wishes to provide wide coverage nationally.
* The fact that the Airtel has not pulled off a deal with South Africa's MTN could signal
the lack of any real emerging market investment opportunity for the business once the
Indian market has become mature.

24. Opportunities
* The company possesses a customized version of the Google search engine which will
enhance broadband services to customers. The tie-up with Google can only enhance
the Airtel brand, and also provides advertising opportunities in Indian for Google.
* Global telecommunications and new technology brands see Airtel as a key strategic
player in the Indian market. The new iPhone will be launched in India via an Airtel
distributorship. Another strategic partnership is held with BlackBerry Wireless Solutions.
* Despite being forced to outsource much of its technical operations in the early days,
this allowed Airtel to work from its own blank sheet of paper, and to question industry
approaches and practices - for example replacing the Revenue-Per-Customer model
with a Revenue-Per-Minute model which is better suited to India, as the company
moved into small and remote villages and towns.
* The company is investing in its operation in 120,000 to 160,000 small villages every
year. It sees that less well-off consumers may only be able to afford a few tens of
Rupees per call, and also so that the business benefits are scalable - using its
'Matchbox' strategy.
* Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea
Cellular to create a new independent tower company called Indus Towers. This new
business will control more than 60% of India's network towers. IPTV is another potential
new service that could underpin the company's long-term strategy.

25. Threats
* Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned
a 5.6% stake in the Airtel business sold it back to Airtel, and instead invested in its rival
Hutchison Essar. Knowledge and technology previously available to Airtel now moves
into the hands of one of its competitors.
* The quickly changing pace of the global telecommunications industry could tempt
Airtel to go along the acquisition trail which may make it vulnerable if the world goes into
recession. Perhaps this was an impact upon the decision not to proceed with talks
about the potential purchase of South Africa's MTN in May 2008. This opened the door
for talks between Reliance Communication's Anil Ambani and MTN, allowing a
competing Indian industrialist to invest in the new emerging African telecommunications
market.
* Bharti Airtel could also be the target for the takeover vision of other global
telecommunications players that wish to move into the Indian market.

26. Financial Status
Balance Sheet of Bharti Airtel
Balance Sheet of Bharti Airtel ------------------- in Rs. Cr. -------------------
Mar '11 Mar '10 Mar '09 Mar '08 Mar '07
12 mths 12 mths 12 mths 12 mths 12 mths
Sources Of Funds
Total Share Capital 1,898.80 1,898.77 1,898.24 1,897.91 1,895.93
Equity Share Capital 1,898.80 1,898.77 1,898.24 1,897.91 1,895.93
Share Application Money 278.60 186.09 116.22 57.63 30.00
Preference Share Capital 0.00 0.00 0.00 0.00 0.00
Reserves 41,932.10 34,650.19 25,627.38 18,283.82 9,515.21
Revaluation Reserves 2.10 2.13 2.13 2.13 2.13
Net worth 44,111.60 36,737.18 27,643.97 20,241.49 11,443.27
Secured Loans 17.10 39.43 51.73 52.42 266.45
Unsecured Loans 11,880.40 4,999.49 7,661.92 6,517.92 5,044.36
Total Debt 11,897.50 5,038.92 7,713.65 6,570.34 5,310.81
Total Liabilities 56,009.10 41,776.10 35,357.62 26,811.83 16,754.08
Mar '11 Mar '10 Mar '09 Mar '08 Mar '07
12 mths 12 mths 12 mths 12 mths 12 mths
Application Of Funds
Gross Block 61,437.50 44,212.53 37,266.70 28,115.65 26,509.93
Less: Accum. Depreciation 20,736.70 16,187.56 12,253.34 9,085.00 7,204.30
Net Block 40,700.80 28,024.97 25,013.36 19,030.65 19,305.63
Capital Work in Progress 6,497.60 1,594.74 2,566.67 2,751.08 2,375.82
Investments 11,813.00 15,773.32 11,777.76 10,952.85 56,009.10
Inventories 34.40 27.24 62.15 56.86 47.81
Sundry Debtors 2,375.80 2,104.98 2,550.05 2,776.46 1,418.52
Cash and Bank Balance 126.60 54.89 153.44 200.86 239.11
Total Current Assets 2,536.80 2,187.11 2,765.64 3,034.18 1,705.44
Loans and Advances 11,186.10 7,072.42 5,602.83 5,103.13 3,160.02
Fixed Deposits 7.20 761.86 2,098.16 302.08 541.35
Total CA, Loans & Advances 13,730.10 10,021.39 10,466.63 8,439.39 5,406.81
Deffered Credit 0.00 0.00 0.00 0.00 0.00
Current Liabilities 16,104.80 12,979.55 13,832.49 12,400.38 9,809.83
Provisions 627.60 658.75 634.40 1,961.95 1,232.84
Total CL & Provisions 16,732.40 13,638.30 14,466.89 14,362.33 11,042.67
Net Current Assets -3,002.30 -3,616.91 -4,000.26 -5,922.94 -5,635.86
Miscellaneous Expenses 0.00 0.00 0.09 0.20 2.66
Total Assets 56,009.10 41,776.12 35,357.62 26,811.84 16,754.07
Contingent Liabilities 49,771.40 3,921.50 4,104.25 7,140.59 7,615.04
Book Value (Rs) 115.42 96.24 145.01 106.34 60.19
Source: Dion Global Solutions Limited

27. -10,000.00
0.00
10,000.00
20,000.00
30,000.00
40,000.00
50,000.00
60,000.00
Mar '07 Mar '08 Mar '09 Mar '10 Mar '11
Net worth 11,443.27 20,241.49 27,643.97 36,737.18 44,111.60
Total Liabilities 16,754.08 26,811.83 35,357.62 41,776.10 56,009.10
Investments 705.82 10,952.85 11,777.76 15,773.32 11,813.00
Net Current AssTotal Assetsets -5,635.86 -5,922.94 -4,000.26 -3,616.91 -3,002.30
Total Assets 16,754.07 26,811.84 35,357.62 41,776.12 56,009.10
Rs.inCr.
Balance Sheet

28. Profit & Loss account of Bharti Airtel
Profit & Loss account of Bharti Airtel ------------------- in Rs. Cr. -------------------
Mar '11 Mar '10 Mar '09 Mar '08 Mar '07
12 mths 12 mths 12 mths 12 mths 12 mths
Income
Sales Turnover 38,015.80 35,609.54 34,048.32 25,761.11 17,851.61
Excise Duty 0.00 0.00 0.00 0.00 0.00
Net Sales 38,015.80 35,609.54 34,048.32 25,761.11 17,851.61
Other Income 218.20 1,118.46 -1,261.75 104.04 105.62
Stock Adjustments 7.20 -34.91 5.29 9.05 30.07
Total Income 38,241.20 36,693.09 32,791.86 25,874.20 17,987.30
Expenditure
Raw Materials 251.30 278.72 286.94 42.90 52.16
Power & Fuel Cost 0.00 0.00 0.00 0.00 0.00
Employee Cost 1,304.50 1,401.66 1,397.54 1,297.88 1,076.95
Other Manufacturing Expenses 14,204.20 11,882.41 8,627.13 7,339.01 5,017.27
Selling and Admin Expenses 8,137.70 6,856.42 9,385.68 5,892.50 4,030.48
Miscellaneous Expenses 699.60 1,482.39 1,409.89 535.46 444.28
Preoperative Exp Capitalised 0.00 -293.31 -269.25 0.00 0.00
Total Expenses 24,597.30 21,608.29 20,837.93 15,107.75 10,621.14
Mar '11 Mar '10 Mar '09 Mar '08 Mar '07
12 mths 12 mths 12 mths 12 mths 12 mths
Operating Profit 13,425.70 13,966.34 13,215.68 10,662.41 7,260.54
PBDIT 13,643.90 15,084.80 11,953.93 10,766.45 7,366.16
Interest 296.70 283.35 434.16 393.43 282.07
PBDT 13,347.20 14,801.45 11,519.77 10,373.02 7,084.09
Depreciation 4,193.70 3,890.08 3,206.28 3,166.58 2,353.30
Other Written Off 417.90 207.84 178.82 266.07 137.80
Profit Before Tax 8,735.60 10,703.53 8,134.67 6,940.37 4,592.99
Extra-ordinary items 11.80 -50.78 -46.15 -60.67 9.92
PBT (Post Extra-ord Items) 8,747.40 10,652.75 8,088.52 6,879.70 4,602.91
Tax 1,007.60 1,177.87 321.78 632.43 566.79
Reported Net Profit 7,716.90 9,426.15 7,743.84 6,244.19 4,033.23
Total Value Addition 24,346.00 21,329.56 20,551.00 15,064.84 10,568.98
Preference Dividend 0.00 0.00 0.00 0.00 0.00
Equity Dividend 379.80 379.79 379.65 0.00 0.00
Corporate Dividend Tax 60.10 64.55 64.52 0.00 0.00
Per share data (annualised)
Shares in issue (lakhs) 37,975.30 37,975.30 18,982.40 18,979.07 18,959.34
Earning Per Share (Rs) 20.32 24.82 40.79 32.90 21.27
Equity Dividend (%) 20.00 20.00 20.00 0.00 0.00
Book Value (Rs) 115.42 96.24 145.01 106.34 60.19
Source: Dion Global Solutions Limited

29. Mar '07 Mar '08 Mar '09 Mar '10 Mar '11
Total Income 17,987.30 25,874.20 32,791.86 36,693.09 38,241.20
Total Expenses 10,621.14 15,107.75 20,837.93 21,608.29 24,597.30
Operating Profit 7,260.54 10,662.41 13,215.68 13,966.34 13,425.70
Reported Net Profit 4,033.23 6,244.19 7,743.84 9,426.15 7,716.90
0.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
30,000.00
35,000.00
40,000.00
45,000.00
Rs.icCr.
Profit & Loss Account

30. Cash Flow of Bharti Airtel
Cash Flow of Bharti Airtel ------------------- in Rs. Cr. -------------------
Mar '11 Mar '10 Mar '09 Mar '08 Mar '07
12 mths 12 mths 12 mths 12 mths 12 mths
Net Profit Before Tax 8725.80 10699.25 8161.54 6972.54 4601.37
Net Cash From Operating Activities 13215.40 12692.63 11853.15 10459.85 8107.95
Net Cash (used in)/from
Investing Activities
-19075.00 -10601.66 -10894.38 -11648.41 -7975.05
Net Cash (used in)/from Financing Activities 5646.50 -2539.32 -672.00 898.03 340.13
Net (decrease)/increase In Cash and Cash
Equivalents
-213.10 -448.35 286.77 -290.53 473.03
Opening Cash & Cash Equivalents 341.50 789.88 503.31 793.47 307.43
Closing Cash & Cash Equivalents 128.40 341.53 790.08 502.94 780.46
Source: Dion Global Solutions Limited
Mar '07 Mar '08 Mar '09 Mar '10 Mar '11
Net Profit Before Tax 4601.37 6972.54 8161.54 10699.25 8725.8
Net (decrease)/increase In
Cash and Cash Equivalents
473.03 -290.53 286.77 -448.35 -213.1
-2000
0
2000
4000
6000
8000
10000
12000
Rs.inCr.
Cash Flow

31. Marketing Strategy
Bharti decided to design different marketing strategies for different circles depending on
the strategies, employed by the competitors. While the company was focusing on its
pricing strategies, its competitors in various sectors were concentrated on new service
offerings and value additions since the players almost immediately matched price
reduction moves, companies had begun focusing on developing value-added offerings
and schemes to expand their market and gain customer loyalty.
Analysts remarked that the players were coming up with new schemes or value-
additions almost every week to get the better of their competitors. By constantly keeping
itself abreast with the moves of its competitors and launching various proactive/reactive
schemes, Bharti was able to retain its leadership position. Despite continual attacks
from Vodafone, Reliance, Idea Cellular and BSNL, Bharti is cellular services received
good high response in all circles during2005. It was reported that in Mumbai, 60-75% of
customers seeking Airtel services were BPL Mobile and Hutch subscribers. In fact, it
was becoming difficult for the company to activate cellular connections in Mumbai
swiftly on account of the high rush ± in some cases; it took almost three days to activate
a connection. Bharti has spent a considerable amount on advertising its mobile phone
service, Airtel. Besides print advertising, the company had put up large no of hoarding
sand kiosks in and around Delhi. The objective behind designing a promotion campaign
for the Airtel services is to promote the brand awareness and to build brand
preferences. It is trying to set up a thematic campaign to build stronger brand equity for
Airtel.
Since the cellular phone category itself is too restricted, also the fact that a Cellular
phone is a high involvement product, price doesn't qualify as an effective differentiator.
The image of the service provider counts a great deal. Given the Cell phone category, it
is the network efficiency and the quality of service that becomes important. What now
the buyer is looking at is to get the optimum price-performance package. This also
serves as an effective differentiator Brand awareness is spread through the' campaigns
and brand preference through brand stature.

32. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city,'
bearing just the company's name and without explaining what Airtel was. In the next
phase the campaign associated Airtel with Cellular only thereafter was the Bharti
Cellular connection brought up. Vans with Airtel logos roamed the city, handing out
brochures about the company and its services to all consumers. About 50,000 direct
callers were sent out. When the name was well entrenched in the Delimits is mind, the
Airtel campaign began to focus on the utility of Cell phone.
In the first four months alone Airtel's advertisement spends exceeded Rs.4crores. As of
today the awareness level is 60% unaided. This implies that if potential or
knowledgeable consumers are asked to name a Cellular phone service provider that is
on the top of his/her mind 60% of them would name Airtel. As for aided it -is 100 %( by
giving clues and hints etc.).
Brand strength of a product or the health of a brand is measured by the percentage
score of the brand on the above aided and the unaided tests. The figures show that
Airtel is a healthy and a thriving brand.
Every company has a goal, which might comprise a sales target and a game plan with
due regard to its competitor. Airtel’s campaign strategy is designed keeping in mind its
marketing strategy. The tone, tenor and the stance of the visual ads are designed to
convey the image of a market leader in terms of its market share. It tries to portray the
image of being a "first mover every time" and that of a "market leader".
The status of the product in terms of its life cycle has just reached the maturity stage in
India. It’s still on the rising part of the product life cycle curve in the maturity stage.
The diagram on the left hand side shows the percentage of the users classified into
heavy, medium and low categories. The right hand side shows the revenue share
earned from the three types of users.
Airtel, keeping in mind the importance of the customer retention, values its heavy users
the most and constantly indulges in service innovation. But, since heavy users comprise
only 15-20% of the population the other segment cannot be neglected. The population
which has just realized the importance of cellular phones has to be roped in. It is for this
reason that the service provider offers a plethora of incentives and discounts. Concerts
like the "Freedom concert" are being organized by Airtel in order to promote sales. The
media channel is chosen with economy in mind. The target segment is not very
concrete but, there is an attempt to focus on those who can afford. The print
advertisements and hoarding are placed in those strategic areas which most likely to
catch the attention of those who need a cellular phone. The product promise (which
might cost different 1 higher) is an important variable in determining the target audience.

33. Besides this, other promotional strategies that Airtel has adopted are.
People who have booked Airtel services have been treated to exclusive premiers
of blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus
miles on the German airlines frequent flier's programs.
There have been educational campaigns, image campaigns, pre launch
advertisements, launch advertisements, congratulatory advertisements,
promotional advertise-ments, attacking advertisements and tactical
advertisements.
PROMOTIONAL STRATEGY
Airtel to “Touch Tomorrow” with a new brand vision The Bharti Mobile promoted AirTel
cellular service will go in for repositioning of its brand image. The new brand ethos is
portrayed in two distinct fashions - the tag line "Touch Tomorrow", which underscores
the leading theme for the new brand vision, followed by "The Good Life", which
underscores a more caring, more customer centric organization. Aimed at re-
engineering its image as just simply a cellular service provider to an all out information
communications services provider, Touch Tomorrow is meant to embrace the new
generation of mobile communication services and the changing scope of customer
needs and aspirations that come along with it The new communication is about anew
dimension in the cellular category that goes beyond the Internet, SMS, roaming, IVRS,
etc but which engulfs the whole gamut of wireless digital broadband services that will
constitute tomorrows cellular services. The new campaign is in two phases - the first of
which will communicate overall brand philosophy and the second products and services.
According to Mr.Jagdish Kini, Chief Operating Officer, Bharti Mobile Limited, Karnataka
"We are adopting anew brand- platform - Touch Tomorrow - not only to reflect our
corporate ethos but also business strategy”.
The new identity will have the logo in Red, Black and White colors along with lower case
typography to convey warmth.
AirTel will incorporate the latest branding in all of its communication and will soon be
going in for an enhanced promotional drive to establish the brand's presence.

34. Bharti Airtel VS Vodafone Essar
Bharti Airtel Limited, a group company of Bharti Enterprises, is a leading emerging
market Telco with operations in 19 countries across Asia and Africa. The company has
over 230.8 million customers across its operations. Bharti Airtel has been ranked among
the six best performing technology companies in the world by Business Week.
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. The company now has operations across the country with over 100
million customers. Vodafone is the world's leading international mobile communications
group with approximately 333 million proportionate customers as on 31 December
2009. Vodafone currently has equity interests in 31 countries across five continents and
around 40 partner networks worldwide.
Bharti Airtel -
1. Market segmentation -
Geographical segment (metropolitans & cities India)
Demographic segment - middle income groups
People age group of 20 to 28 year
2. Target marketing -
People who living in cities and towns.
Poor or middle income group people.
Youngsters in big cities.
Businessmen
3. Positioning -
Creating brands (Sharukh khan & Sachin Tendulker)
Ads and promotions
Promotion for study of poor children
4. Marketing mix -
Price: low price strategy
Place: maximum outlets and service centers
Product: verities available for various groups
Promotion: various schemes for pre-paid and post-paid.

35. Vodafone
Vodafone target the rural India the main targeted customers of Vodafone are from rural
India. By offering cheap and light mobile sets Vodafone attracts most of the customers
of small villages and towns. Offering cheap handsets Vodafone offers cheap and free
connections to all customers. The cost for these sets was Rs-799-849-1099 per set and
onward. In every district and big towns Vodafone opens its service centers to provide
better support and services
Strong logistics and supply chain Vodafone has a strong logistic and supply all over
India. In every small town the potential customers can easily purchase the Vodafone
SIM & Sets. Targeting youngsters in metropolitans Vodafone attracts youngsters by
offering colorful handset at very low prices.
BRAND POSITIONING BY VODAFONE
1. Market segmentation
Geographical segment (rural India)
Demographic segment - middle income groups
2. Target marketing
People living in small towns and villages.
Poor and middle income groups.
Youngsters in big cities.
Businessmen
3. Positioning
Creating brands
Ads and promotions
4. Marketing mix
Price : low price strategy
Place : maximum outlets and service centers
Product : verities available for various groups
Promotion: various schemes for pre-paid and post-paid
Following are the few suggestions to Airtel and Vodafone for improving the market
share and image of the products concerned.
The brands must be made available easily in, PCO & general stores.
Company must undertake extensive promotional activities like advertisements
must be released in different Medias to create brand awareness.
Sales promotion tools like gifts, contests and coupons must be given to
retailers as well as customers and prospects.
Catalogues should be distributed among customers.
Price should be as competitive as other company maintains.
Distribution of new connection should be in reach of customer pocket.

36. Suggestion & Recommendation
First of all company will provide all its dealers and retailers to all sort of promotion
equipment such as glow sign board, banner, pum plates etc. in time so that they
increase their sales which is benefited both retailer as well as company.
Few outlets are unaware about scheme so proper communication is necessary
between distributor and retailers.
Number of hoarding should be increased.
Company should be lenient in ID verification procedure.
To increase the consumer as on network, company should make change in its
FRC plan for example the talk value should be divided in two parts.50% of talk
value should provide at the time of activation and rest T.T. provide after gap of
some days.
Company should make understand its retailers about the benefits of consumer as
on network.
Company should give extra return and other bonus, gifts to its retailers so they
put their full efforts to increase the Airtel sales.
Company should motivate its sales staff so they will pay more concentration in
sales and activation of new connections.
Company should make some necessary change in its FRC plan. For example
company should divide the talk time in to two times {50% at the time of
activation+50% after 15 days.}

37. References
http://www.managementparadise.com/forums/principles-management-p-o-
m/208113-swot-analysis-bharti-airtel.html
http://www.theofficialboard.com/org-chart/bharti-airtel
http://www.moneycontrol.com/financials/bhartiairtel/balance-sheet/BA08
http://www.airtel.in/AnnualResults/Bharti_Airtel_annual_report_full_2010-
2011.pdf
http://www.airtel.in/wps/wcm/connect/AirtelinAES/AES/Home/
http://en.wikipedia.org/wiki/Bharti_Airtel