This marketing plan summarizes Bharti Airtel's current situation in the Indian mobile market. Airtel has the largest market share at 22.4% but faces competition from Jio, Vodafone and Idea. The plan identifies Airtel's strengths in network and customer base but also weaknesses in perception and infrastructure costs. It sets objectives to expand 4G/3G rural coverage and acquire more customers. The budget is Rs. 6.5 lakh million annually for expenses like access charges, licenses, power and advertising to control productivity, marketing and increase sales and market share over time.

1. MARKETING PLAN
BHARTI AIRTEL
Submitted by -Group 9
Vishal Jamwal
Medha Gupta
Ashish Kumar
Rishabh Tyagi
Shikha Chaudhary

2. CONTENTS
❖ Current Market Situation
❖ SWOT Analysis
❖ Objectives & Issues
❖ Marketing Strategy
❖ Organisation Structure
❖ Budgeting & control

3. Current Market Situation
Market Description Product Review

4. Competitive Review
❖ Bharti Airtel- 22.4% market share
❖ Vodafone- 19.16% market share
❖ Idea cellular- 17.01% market share
❖ Reliance communication- 9.93%
❖ Market share
❖ Aircel- 9.93% market share
❖ BSNL- 8.26% market share
❖ Tata Docomo- 5.87% market share
❖ Telenor- 5% market share
❖ MARKET CHALLENGERS-
❖ Reliance Jio
❖ Vodafone
❖ MARKET FOLLOWER-
❖ Idea cellular
❖ MARKET NICHER-
❖ Aircel
❖ Tata docomo

5. SWOT
STRENGTHS
Fastest 4G
network
Highest spectrum
in all 23 circles.
Largest customer
base and market
share.
Best distribution
network.
WEAKNESSES
Customers
perception about
the company.
Establishment of
infrastructure.
OPPORTUNITIES
Venturing into
new markets and
businesses.
Expanding 4G and
3G services to
rural areas.
THREATS
Price war with
Reliance Jio.
MNP service.

6. OBJECTIVES & ISSUES
OUR MISSION:
Hunger to win customers for life.
OUR VISION:
Our vision is to enrich the lives of our customers. Our obsession is
to win customers for life through an exceptional experience.
OUR VALUES:
We aim to work towards our vision, driven by our values of AIR - Alive,
Inclusive & Respectful.
Issues:
❖Corporate putting projects on hold till March due to demonetization.
❖Visibility of brand.
❖Customers acquisition rate.
❖Sales deviation.
❖Fixed charges by channel partners.

7. Marketing Strategy
Positioning Pricing Strategy

8. Marketing Strategy
❖ Distribution Strategy Marketing Communications
Strategy

9. Organisation Structure

10. Budgeting & Control
Estimated budget of Bharti Airtel is Rs. 6.5 lakh million per year (approx).
The allocation is based on the following factors:
❖ Access charges.
❖ License fee and spectrum charges.
❖ Power and fuel.
❖ Advertisements (IMC).
❖ Employee benefit and salaries.
❖ Efficiency Control:
❖ Productivity per person.
❖ Lack of Aggressive Marketing.
❖ Annual Plan Control:
❖ Sales analysis:
❖ There is a increase of 4.9% in sales from 2015 to 2016.
❖ Market share analysis:
❖ The market share of Airtel has increased by 1.3% from 2015 to 2016 (2015- 31.4% and 2016- 32.7%).
❖ Financial analysis:
❖ Airtel is viable, stable and profitable company.