Airtel Marketing


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Airtel Marketing

  1. 1. Cellular Wireless Telecom Industry In India
  2. 2. GROUP MEMBERS <ul><li>BVIMSR </li></ul><ul><li>Suchita Topre 119 </li></ul><ul><li>Tejas Wagh 120 </li></ul><ul><li>Anushree Zanje 121 </li></ul>
  3. 3. Telecom-Industry Overview <ul><li>Gross Subscriber Base crosses 200 million Mark. </li></ul><ul><li>The total wireless subscriber (GSM, CDMA & WLL(F)) base is 162.53 million. </li></ul><ul><li>During the eleven months of current financial year 62.60 million lines have been added as compared to 35.93 million lines provision in the same period during the financial year 2005-06. </li></ul>
  4. 4. Statistics
  5. 5. Government Regulations and Policy Independent regulation has been a critical factor in growth 2002 Internet Telephony allowed. Reduction in License fees 2003 Calling Party Pays Regime Unified Access Licensing Reference Interconnect Order <ul><li>2004 </li></ul><ul><li>Intra-circle merger guidelines </li></ul><ul><li>Internet / broadband penetration </li></ul>Mature regulatory regime and an enabling policy framework already in place <ul><li>2005 </li></ul><ul><li>Unified Licensing </li></ul><ul><li>Quality of Service regulation </li></ul><ul><li>Rural Telephony </li></ul><ul><li>2006 </li></ul><ul><li>Number portability </li></ul><ul><li>Convergence </li></ul>TRAI’s recommendations
  6. 6. Telecom in India
  7. 7. GSM Subscriber Base     100.00 100.00 75.29 72.12 TOTAL   1 -1.53 1.71 1.82 1.29 1.31 BPL 9 2 3.96 2.79 2.80 2.1 2.02 MTNL 8 2 2.53 2.70 2.75 2.03 1.98 Spice 7 8 7.46 2.87 2.79 2.16 2.01 Reliance 6 7 6.71 4.01 3.92 3.02 2.83 Aircel 5 11 5.50 10.71 10.59 8.06 7.64 IDEA 4 16 4.42 22.27 22.27 16.77 16.06 Hutch 3 21 2.33 23.91 24.39 18 17.59 BSNL 2 23 5.71 29.03 28.67 21.86 20.68 Bharti 1     May'06 April'06 May'06 April'06     Service Areas %Growth % Market Share No. Of Subscribers (In Mn) Company Sl No.
  8. 8. Competitive environment <ul><li>Market challengers </li></ul><ul><li>Hutch </li></ul><ul><li>BSNL </li></ul><ul><li>Followers </li></ul><ul><li>Idea </li></ul><ul><li>Nichers </li></ul><ul><li>1.Aircel </li></ul><ul><li>2.Spice </li></ul>Market Share
  9. 10. Market Leader <ul><li>Airtel comes to you from Bharti Airtel Limited </li></ul><ul><li>The businesses at Bharti Airtel have been structured into three strategic business units (SBU's) - Mobile services, Broadband & Telephone services (B&T) & Enterprise services. </li></ul><ul><li>First private telecom service provider to connect all states of India . </li></ul><ul><li>Covers 23 telecom circles of the country, has 21 million customers </li></ul><ul><li>Highly successful brand in India </li></ul>
  10. 11. <ul><li>Mission </li></ul><ul><li>We will meet the mobile communication needs of our customers through : </li></ul><ul><ul><li>Error-free service delivery. </li></ul></ul><ul><ul><li>Innovative products and services. </li></ul></ul><ul><ul><li>Cost efficiency. </li></ul></ul><ul><li>Vision </li></ul><ul><li>‘ To be the most admired brand in India by 2010’ </li></ul><ul><li>Values </li></ul><ul><li>We will always put our customers first. We will always trust and respect each other. We will respect our associates as we respect each other. We will work together through a process of continuous improvement. </li></ul>
  11. 12. ..Contd <ul><li>Partnerships : </li></ul><ul><li>Partner with world's finest companies like Vodafone, Singtel (Singapore Telecom), Ericsson, Nokia,Blackberry,IBM and many more to bring the best of products & service. </li></ul>
  12. 13. ..Contd <ul><li>The Company is: </li></ul><ul><li>The First to launch full roaming service on pre-paid in the country. </li></ul><ul><li>The First to launch 32K SIM cards. </li></ul><ul><li>The First in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum. </li></ul><ul><li>The First to deploy Voice Quality Enhancers to improve voice quality and acoustics. </li></ul><ul><li>The First telecom company in the world to receive the ISO 9001:2000 certification from British Standards Institute. </li></ul>
  14. 15. Product <ul><li>Airtel Pre-paid </li></ul><ul><li>Airtel Post-paid </li></ul><ul><li>Blackberry Wireless Handheld </li></ul><ul><li>Value Added Services (VAS) </li></ul><ul><li>The different value added services provided by Airtel are- </li></ul><ul><ul><li>Instant Balance Enquiry </li></ul></ul><ul><ul><li>24Hr recharge Facility </li></ul></ul><ul><ul><li>Caller line identification </li></ul></ul><ul><ul><li>Call divert, Call wait & Call Hold </li></ul></ul><ul><ul><li>Multimedia messaging service (MMS) </li></ul></ul><ul><ul><li>Airtel Live Portal </li></ul></ul><ul><ul><li>SMS based Information Service </li></ul></ul>
  15. 16. ..Contd <ul><ul><li>Hello Tunes & Ring Tones </li></ul></ul><ul><ul><li>Voice Mail Service </li></ul></ul><ul><ul><li>Easy Post-paid bill collection </li></ul></ul><ul><ul><li>Gifting of Ring Tones & Hello Tunes </li></ul></ul><ul><ul><li>GPRS </li></ul></ul><ul><li>Business Solutions </li></ul>
  16. 17. Price <ul><li>Customer based pricing strategies. </li></ul><ul><li>Flexible pricing mechanism </li></ul><ul><li>Controlled by TRAI. </li></ul>
  17. 18. Place <ul><li>It has wide and extensive presence even in the remotest areas </li></ul><ul><li>Airtel Customer Care Touch Points </li></ul><ul><li>Distributors like </li></ul><ul><li>E.g. Paan shops, grocery stores, chemists, outlet etc. </li></ul>
  18. 19. Outlets
  19. 20. Promotion <ul><li>Large scale print and video advertising. </li></ul><ul><li>Big celebrities like SRK and Sachin are roped in to endorse the product. </li></ul><ul><li>In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India. </li></ul><ul><li>Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more. </li></ul>
  20. 21. ..Contd <ul><li>&quot;Friendz&quot; pre-paid connection for youth,&quot; Ladies Special&quot; plan, Seniors plan. </li></ul><ul><li>Executives corporate plan(First to give prepaid in this category). </li></ul><ul><li>Special discounts in calling rates & sms services. </li></ul><ul><li>Providing wallpapers and screensavers on website. </li></ul>
  21. 22. SWOT
  22. 23. STRENGTHS <ul><ul><li>Market share. </li></ul></ul><ul><ul><li>Pan India Footprint. </li></ul></ul><ul><ul><li>The only operator in India other than VSNL having </li></ul></ul><ul><ul><li>international submarine cables. </li></ul></ul><ul><ul><li>Customer care. </li></ul></ul><ul><ul><li>Promotions. </li></ul></ul>
  23. 24. WEAKNESS <ul><ul><li>Price Competition from BSNL and MTNL </li></ul></ul><ul><ul><li>Losing lead on technical expertise. </li></ul></ul>
  24. 25. OPPORTUNITIES <ul><ul><li>The fast extending IPLC market. </li></ul></ul><ul><ul><li>Latest technology and low-cost advantage. </li></ul></ul><ul><ul><li>Growth of mobile phone users. </li></ul></ul><ul><ul><li>Untapped Rural Market. </li></ul></ul>
  25. 26. THREATS <ul><ul><li>Market Maturity in basic telephony segment. </li></ul></ul>
  26. 27. Market Leadership Strategies <ul><li>Segmentation </li></ul><ul><li>Long Term Outlook </li></ul><ul><li>Product Innovation </li></ul><ul><li>Quality Strategy </li></ul><ul><li>Heavy Advertising & Media Pioneer </li></ul><ul><li>Effective Sales Promotion </li></ul><ul><li>Competitive Toughness </li></ul><ul><li>Customer care </li></ul>
  27. 28. Brand Positioning <ul><li>Became the 1st Indian company to win the ‘Best Bottom Line IT’ & ‘Best Knowledge Management’ awards by defeating companies such as ONGC, Birla Corp., the Tatas & Reliance at Asian level. </li></ul><ul><li>Positions itself as juvenile brand by linkages to celebrities such as SRK and Sachin. </li></ul><ul><li>Airtel is transforming itself fully into a Service Led Brand . </li></ul>
  28. 29. The Airtel Logo <ul><li>The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest. It is a specially drawn word mark. </li></ul><ul><li>The Airtel Image style </li></ul><ul><li>The Airtel Typographical style </li></ul><ul><li>The Airtel Colour Palette </li></ul>
  29. 30. Future Strategies to retain its market share <ul><li>New tariff plans. </li></ul><ul><li>More value added services. </li></ul><ul><li>Increase in visibility and coverage </li></ul><ul><li>The AirTel - AirTel advantage </li></ul><ul><li>New innovative packages </li></ul><ul><li>More of the e-factor </li></ul>