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ABOUT COMPANY BHARTI AIRTEL
Bharti Airtel Limited, commonly known as Airtel, is an Indian
multinational telecommunications Services Company headquartered in
New Delhi, India.
It operates in 20 countries across South Asia, Africa, and the Channel
Islands.
Airtel has a GSM network in all countries in which it operates, providing
2G, 3G and 4G services depending upon the country of operation.
Airtel is the world's third largest mobile telecommunications company by
subscribers, with over 275 million subscribers across 20 countries as of
July 2013.
It is the largest cellular service provider in India, with 192.22 million
subscribers as of August 2013.
Airtel is the third largest in-country mobile operator by subscriber base,
behind China Mobile and China Unicom.
MARKETING MIX
In order to understand which strategy AIRTEL has used to achieve its
objectives, we will look at the marketing mix of the company.
As marketing strategy shapes the marketing mix for the products, the
marketing mix will point to the strategic choice of the company.
The marketing mix is a synonym for 4ps, which is constructed of the four
most important components of every product’s strategy - Product, Price,
Promotion and Place.
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MARKETING MIX: 4 P’S OF AIRTEL
1. PRODUCT
Airtel is the one of the largest mobile operator in the world in terms of
subscriber base and has a commercial presence in 20 countries and
the Channel Islands.
Followings are product of BHARTI AIRTEL
Airtel Pre-paid
Airtel Post-paid
Blackberry Wireless Handheld
Value Added Services (VAS)
Fixed line and telephony
Broadband and fixed-line internet services
Digital television and IPTV
DTH operator
The different value added services provided by Airtel are-
Instant Balance Enquiry
24Hr recharge Facility
Caller line identification
Call divert, Call wait & Call Hold
Multimedia messaging service (MMS)
Airtel Live Portal
SMS based Information Service
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2. PRICE
Each of the VAS services is offered at a rate of Rs.30 in
general.
This price varied for different kinds of services.
Customer based pricing strategies and Flexible pricing
mechanism is Controlled by TRAI.
3. PLACE
AIRTEL is getting its products to the market through distributors.
It mainly sells its Products and services through Mobile operators and
retailers, which is common for the industry.
It has wide and extensive presence even in the remotest areas
Airtel Customer Care Touch Points and Distributors like E.g. Paan
shops, grocery stores, chemists, outlet etc. also helps as a place of
availability of product.
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4. PROMOTION
Big celebrities like SRK and Sachin are roped in to endorse the product.
In 2002 Airtel got its Signature tune from A.R. Rehman, this signature
tune is the most downloaded tune in India.
Provides innovations such as Bollywood movie premiers, music services
such as ring back tones & many more.
Airtel uses following promotion ways...
Television
The print media
Posters
Internet
Hoardings
Sponsorsofvarious events
5. CONCLUSION
AIRTEL’s mission is to regain its leadership position in the Telecom
market.
No matter the reason or the season, Airtel focus on giving their customer
the best productfrom their side.