SUBMITTED BY:INDERJEET PAL

BBAH1MG14012

SUBMITTED TO:Dr. RUCHI JAIN GARG

PRODUCTS & SERVICES

• Postpaid/Prepaid Voice and Data• Idea 3G smart phones

• 3G /4G SIM and Wi-Fi net setters• MNP

• Special Blackberry Services• VAS

• Idea Money

What an IDEA! Apart from advertising their products to the consumers, Idea brings about

awareness and change in the society through their unique ad campaigns as they are always based on social issues and public awareness. Some examples are:

1) Health and fitness (‘Walk when you talk’ campaign) 2) Paper conservation (‘Save paper, use mobile’ campaign) 3) Consumer Awareness (‘No ullu banawing’ campaign) 4) Education for all ( ‘IIN’ campaign)

Airtel - An Integrated Telco

Competition• Airtel is the market leader in GSM mobile services• Other key players along with the percentage market share has been shown in the table and pie chart* below

Bharti Airtel28%

Vodafone24%

IDEA16%

BSNL15%

Aircel10%

Others8%

Telecom Company No of Subscribers

Bharti Airtel 171,846,824

Vodafone 144,144,031

IDEA 98,441,714

BSNL 90,622,219

Aircel 59,191,661

Others 47,512,178

Strategic Maps

• Airtel is good in quality but has relatively higher prices (hence lower score)• BSNL has least price (being government division), but lacks the call quality• Vodafone and Aircel are priced at similar level but differ in call quality

Call Quality

Pric

e

High

Medium

Low

HighMediumLow

Strategic Maps

• Airtel has substantial network coverage, but at a higher price• BSNL has highest network coverage and least price• Aircel has lowest network coverage and medium level price

Network Coverage

Pric

e

HighMediumLow

High

Medium

Low

Strategic Maps

• Airtel is considered the best brand with high no of products/services/plans offered• BSNL lacks the brand image and is very low on the no of services/plans offered• Idea and Aircel lie in the medium range, lower than Vodafone and Airtel

Brand Image

Prod

uct

Offe

rings

High

Medium

Low

HighMediumLow

Strategic Maps

• Airtel and Vodafone provide the best customer services, with large no of outlets• Idea has got higher reach than Aircel with similar customer service• BSNL is low on both customer service and reach

Reach / No of Outlets

Cust

omer

Ser

vice

s

High

Medium

Low

HighMediumLow

Competitive Matrix

Key Success Factors Weightage Airtel Vodafone IDEA BSNL Aircel Network Coverage 25% 8 7 7 9 4 Call Quality 25% 8 9 6 6 6 Product Offerings 15% 9 8 7 3 6 Brand Image 15% 9 8 6 4 6 Reach / No. of Outlets 10% 9 8 6 2 4 Customer Service 5% 9 8 5 3 5 Price 5% 6 7 6 9 7 Score 100% 8.35 7.95 6.35 5.85 5.3 Market Share 28.09% 23.56% 16.09% 14.81% 9.68%

• Network coverage and call quality are the most important factors in the telecom market• The products/plans offered, along with the brand image also play an important role for customers decision making process• Price is a threshold as similar prices are charged by all private players (BSNL is Govt. owned)

New Key Success Factors

Key Success Factors Weightage Airtel Vodafone IDEA BSNL Aircel

R&D Performance 30% 9 8 7 5 6

Rural Market Focus 25% 8 6 5 9 5

Partnership 20% 9 8 6 3 4

Network Coverage 10% 9 7 7 9 4

Call Quality 10% 9 9 8 6 7

Product Offerings 5% 9 9 8 3 8

Score 100% 8.3 7.2 6.35 6.05 5.45

Market Share * 35.00% 25.00% 15.00% 10.00% 8.00%

* This is the expected market share based on the new key success factors

• R&D is required to provide higher bandwidth data services to high income group• Rural market still remains quite unexplored, which has huge potential customer base• Partnership with mobile phone manufacturers can help in starting the concept of contract based service plans (especially for lower income group)

Survey Result/Findings1. Idea, Airtel and Vodafone are the top three operators of choice

with Idea getting nearly 50% of votes.2. 50% of the people surveyed avail 3g services while 30% avail 2g

services and 20% of the peoples are using 4g.3. 50% people use a dual SIM phone.4. Network Connectivity is the top parameter for choosing the

operator followed by Pricing.5. Only 20% of the respondents have opted for MNP. Top reasons for

change are again network and pricing.6. 75% of the respondents were not influenced by ads while making

a choice for their operator. 7. Average Monthly mobile expenditure: Students- Between 200 to 500 Young professionals- More than 5008. 95% of the respondents didn’t use any VAS.9. Average amount charged for 1GB 3G data (1 month) by all

operators is between 250-300.10. All respondents were satisfied with the amount charged for 3G

data as long as their network connectivity was up to the mark.

11. 95% of the respondents recharge immediately after their data pack exhausts.12. Referral of operator to friends/family: 60%- Network 30%- Price and schemes 10%- Others13. Age group of the respondents was between 18-30. 70%- 18-25 30%- 25-3514. Educational Background- Graduates and Undergraduates15. Young professionals

References• Bharti Airtel Annual Report 2015-2016

• https://www.airtel.in

•https://www.ideacellular.com

• http://investorzclub.blogspot.com

• http://www.marketingteacher.com

• http://www.financialexpress.com

•Questioners

•Outlets visits