Download - Airtel Project Report
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Submitted To: Submitted By:
Mrs. Kavita Shukla Kanchan Sanyal
Mrs. Anurupa Singh (Section J, PGP 09-11)
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TELECOM INDUSTRYTELECOM INDUSTRYDeals with the activities and services of electronic system for
transmitting messages through cables, telephone, mobile-phones, radio or television.
Telecom Segments: > Wire line Services > Wireless service
Major Players: 3 Major PlayersState owned companies (BSNL and MTNL)•Private Indian owned companies (Reliance Infocomm, Tata Teleservices)•International invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular, BPL Mobile, and Spice Communications).
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Vision 2020To build India's finest business conglomerate by 2020Supporting education of underprivileged children through Bharti Foundation Strategic Intent:
To create a conglomerate of the future by bringing about “Big Transformations through Brave Actions.”
Mission We will meet the mobile communication needs of our customers through :
Error-free service delivery. Innovative products and services.Cost efficiency.
Values 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
AIRTELAIRTEL
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COMPETITORSCOMPETITORS
• RELIANCE
• VODAFONE
• IDEA
• AIRCEL
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SEGMENTATIONOn the basis of Geography
Divided Indian market in telecom circles.
Subdivided states into category A,B & C.
TARGETING
• Achievers• Productivity-Enhancer• Social Callers
POSITIONING• Tagline- “ EXPRESS YOURSELF ”.
• 3rd largest wireless operator in the world
• Largest private integrated telecom company in India
• 6th largest integrated telecom operator in the world
• Airtel decided that the brand should always connote leadership -
be it in network, innovations, offerings or services.
STP - AIRTELSTP - AIRTEL
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SWOT AnalysisSWOT AnalysisStrengths
Brand Equity Advertising Strategic Alliances Better service coverage Good Signal strength
Weaknesses
Infrastructure Knowledge Sharing among competitors Weak customer service CRM
Opportunities
3G Services Only service provider to support Black berry wireless solutions, iPhone Digital TV services In-house Infrastructure
Threats
Competition Vulnerable to recession Technological constraints
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PEST AnalysisPEST AnalysisPOLITICAL• 74% FDI Investment• Lack of Transparency in Spectrum &
License Allocation• 3G Policy & MNP still Pending
ECONOMICAL• GDP growth rate - Averaged around 7.9 %
from 2002-2008• Rising Tele-density – Target of 45% by
2010• Growing per capita income/disposable
Income • Falling Handset Prices• Moderate inflation levels which were
prevalent during the past 7 years – around 5-6%
SOCIAL•Demand for VAS & Broadband services Among Youth•28 % Urban Population•Rapid Urbanization•Rising Income level TECHNOLOGICAL•CDMA – Already there are big players in this segment Reliance , Tata •3G – Value added services potential still to be tapped fully•2G/3G – GSM Currently commands 70% of mobile subscribers in India
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BCG Matrix of AirtelBCG Matrix of Airtel
LOWHIGH
HIG
HLO
W
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Threat from Competition
Customer Bargaining
Power
Threat of Substitutes
Supplier Bargaining
Power
Threat of New
Entrants
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Ansoff Matrix Ansoff Matrix
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PricePrice
ProductProduct• PREPAID• POSTPAID• BLACKBERRY• SMART PHONES• CALLINGCARDS
PRICEPRICE
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PLACEPLACE• It has wide and extensive presence
even in the remotest areas• Airtel Customer Care Touch Points • Strong distribution channel
PROMOTIONPROMOTION• Airtel Jai Hind AD CampaignThe focus was to cash in on the Independence Day fever. The USP was very clear, feel proud of your country and by extension, Brand Airtel. •Leadership campaign•Quality time campaign•Magic Dalo•Say Hello Launch campaign•Magic Hai to Mumkin Hai campaign
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PEOPLEPEOPLE• Dedicated and passionate workforce.• Has various attractive schemes and plans
for all the market segments.• Good and effective customer service.
PROCESSPROCESS• Process for availing services is very easy
and customer can avail it very easily.• 121 is the customer support no. which can
be dialed from anywhere in India.
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• Logo• Color• Factory
Outlet• Uniform• Offices• Service
Station• Ambience
PHYSICAL ENVIRONMENTPHYSICAL ENVIRONMENT
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BLUEPRINT OF AIRTEL SERVICESBLUEPRINT OF AIRTEL SERVICES
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Current PerformanceCurrent Performance
• Bharti Airtel has enjoyed an excellent run ever since
the telecom sector opened.
• It has managed to hold on to its leadership position
inspite of the presence of other players with deep
pockets – Ambani’s, Tata’s, Birla’s and Vodafone.
• Has coped well with regulatory changes.
• Continues to attract and delight customers.
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Current HappeningsCurrent Happenings
• Dow Jones and Bharti Airtel Partner for Launch of The Wall Street
Journal India Mobile
• Airtel Broadband - official Broadband Sponsor of Cricket on YouTube
• Bharti Airtel makes its Media & Entertainment debut – launches
Digital Media Business
• Bharti Airtel Completes Deployment of the Bangalore Traffic Police
Enforcement Automation System on BlackBerry Smartphones
• Bharti enters into exclusive discussions with Zain for the acquisition of
Zain Africa BV
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KEY STRATEGIC KEY STRATEGIC OBJECTIVESOBJECTIVES
• Sustain revenue share in mobile profitably
• Achieve deeper penetration in home and SMB
• Product & vertical focus to gain Client Revenue
Market Share (CRMS) in Enterprise business
• Become a benchmark in customer experience
through service quality & innovation
• Build a robust leadership pipeline to support growth
• Benchmark in cost efficiency & productivity
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FUTURE STRATEGIESFUTURE STRATEGIES
• Translate its expertise in Indian markets to other
emerging economies.
• This could call for acquisitions globally.
• Technology leadership is a must – Airtel must ensure that
its reliance on GSM technology does not render it
obsolete.
• Indian market in-spite of being the worlds largest is still
not matured. Opportunities abound in the hinterland
which must be exploited.
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CONCLUSIONCONCLUSION
• Life of Every Indian, Winning at every moment of truth
• Most successful brand in India with largest market
share.
• Success is based on three pillars- connectivity,
affordability and innovation. The core is connectivity,
i.e. the network
• Doesn’t promote its product always by celebrities.
• Pre paid services are more expensive than post paid
service .
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Got Got Questions ???Questions ???
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ThankThankYouYou