Download - Airtel rural marketing ppt
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PROJECT SEMINAR ON
AIRTEL RURAL MARKETING
PRESENTED BY
S.V. MURALI KRISHNA
S. MANSOORS. ASADULLAHD. DEVENDRA
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INTRODUCTION:
• India has the fastest growing telecom network in the world .
• Airtel, Idea, Reliance, Tata, BSNL, Aircel, Tata
Indicom, Vodafone, MTNL, and Loop Mobile are other major
operators in India.
• rural India still lacks strong infrastructure.
• Airtel among the top three in india.
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INDUSTRY PROFILE:
• Telephony introduced in India in 1882.
• Total mobile phone subscribers have reached 929.37 million as
of May 2012.
• Teledensity has increased to 79.28% as of May 31, 2012
• China, currently the world's largest telecommunications
network added 119.2 million wireless subscribers.
• Recent reports show India was purported to overtake China by
the year 2013 as it has shown growth of 43.23% year by year.
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COMPANY PROFILE
• Bharti Airtel Limited is one of Asia’s leading integrated telecom
services.
• Bharti Tele-Ventures Limited in 1985.
• four strategic business units:
mobile
telemedia
Enterprise
digital TV
• 246 million customers across india.
• Joint stock holding enterprise
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VISION
• By 2015 Airtel will be the most loved brand,
• Enriching the lives of millions.
MISSION:
• deliver reliable cost effective and practical telecommunication solution with
highest quality of Customer Service delivered.
ACHIEVEMENTS:
• ‘Most Preferred Cellular Service Provider Brand’ award.
• Hall of Fame Award form Airtel March 2008
• Mission Impossible Award form Airtel March 2008
• Star Associates Award form Airtel 2008 etc..
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ORGANIZATION CHART
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RURAL MARKETING
• Marketing activity in which one dominant participant is from a
rural area.
• An umbrella term for the people who dealt with rural people.
• A process used to determine what products or services may be
of interest to customers.
• Integrated process through which companies build strong
customer relationships .
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Information about rural marketing in surrounding rural areas
Rural area Retailer points
Turnover per month
% of network using
chennur 30 7,00,000 80
Gangana palli 7 90,000 85
Thakkolu 6 80,000 98
Bakara pet 6 2,00,000 60
Krishna puram 25 3,50,000 40
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STRATEGY USED BY BHARTI AIRTEL
• Based on parameters such as source of livelihood, average
income of rural people
• Marketing content in local languages.
• Vans are used to cover rural areas to educate people.
• Public Call Offices (PCOs) in rural regions.
• Bharti Airtel Service Centers .
• Competitive Strategy based on five force model
Supplier , Customer Power , Potential Entrants , Substitute
Products, competitors.
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why we choose rural market?
high
gro
wth
high
pro
fitab
ility
less
com
petit
ion
othe
r rea
sons
0%
20%
40%
45%
15%35%
5%
Series1
DATA ANALYSIS
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yes no0%
20%
40%
60%
80%
100%
120%
97%
3%
Series1
Price difference between rural and urban area?
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Effective strategy for promotion of the product
30%
50%
0%5%
0%
15%
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challenges faced during the promotion of product
10%
45%
45%
competitors Illiteracy Environmental factors
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Is rural marketing a good opportunity?
55%35%
10%
strongly agreeAgreeDisagreestrongly disagree
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Which marketing strategy of scheme dramatically affects the sale of products?
45%
25%
30%
AvailabilityGood advertisingLow Price/Cost
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order of your preference to sell particular brand
Brand that offer discount
Brand that offer good promotional schemes
Brand that offer stock on credit basis
Brand that offer good marketing support
0% 10% 20% 30% 40% 50% 60%
50%
20%
0%
30%
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Target area in rural marketing?
20%
40%
35%
5%
Age shop Gender Occupation Demographic
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Satisfied with rural marketing?
Yes No0%
20%
40%
60%
80%
100%
120%
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Network having most popularity in terms of sales?
AirtelVodafone
IdeaReliance
Others
100%
0%0%
0%0%
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Conclusion:
• As a whole it can be said organization emphasize more on
teamwork, motivating the employees and building the friendly
environment.
• Airtel is the strongest service provider among private players
and customers also perceive it as a strongest brand. Practicing
a proper Customer Relationship Management can only do it
and Bharti implement it properly.
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{Enriching lives}