2. Bharti Airtel Limited commonly known as Airtel is an Indian
multinational telecommunication Services company Headquarter at New
Delhi, India.
It operates in 20 countries across South Asia, Africa and the Channel
Islands. Airtel has 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
Airtel is the largest provider of mobile telephony and second largest
provider of fixed telephony in India, and is also a provider of
broadband and subscription television services.
3. Vision Statement
By 2010 Airtel will be the most admired brand in India:
Loved by more customers
Targeted by top talent
Benchmarked by more businesses
Mission Statement
“We at Airtel always think in fresh and innovative ways about the
needs of our customers and how we want them to feel. We
deliver what we promise and go out of our way to delight the
customer with a little bit more”
5. Strengths
Huge customer base of 186.9M, highest in India.
Recognized and established brand name. High
Brand Equity and Strategic Alliances.
Effective advertising capability with out of the
box thinking.
Targeting youth of India (the highest population
bracket 18-25yrs)
Wide and extensive presence in 25 states of
India.
Airtel Money, SmartDrive services which is
getting popular.
Huge variety of products in every segment with
competitive prices and value added services.
Weaknesses
Poor network in rural areas
Operating margin, Net profit margin is
decreasing year on year basis.
Low GPRS speed
Decreasing ARPU (Average revenue per
user)
Opportunities
Strategic tie ups with google, apple, blackberry to avail
various services like search engine for broadband, iphone
and blackberry phone.
Increasing mobile and broadband market in rural and
urban area of India.
Can Expand its Airtel Tv brand as the digitalization of TV
took from july 2012.
Indian Cellular market is the fastest growing market in
the world
Threats
Many international player will come in the
industry, giving tough competition
Political instability is making call charges more.
Tough competition from china in the future.
Mobile number portability can result in decrease
in customer base.
Competition from big players in DTH and other
products.
6. 1995
Bharti Cellular launched cellular services as "AirTel" in
Delhi.
2004
On 19 October 2004, Airtel announced the launch of a
BlackBerry Wireless Solution in India. The launch is a
result of a tie-up between Bharti Tele-Ventures Limited
and Research In Motion(RIM).
7. May 2009 : AIRTEL & MTN
Informa Analyst Matthew Reed - Failure was South Africa’s worry
that control of MTN.
March 2010 : AIRTEL & ZAIN
India's second biggest overseas acquisition after Tata Corus.
Bharti Airtel completed its $10.7 billion acquisition of African
operations from Kuwaiti firm - Airtel the world's 5 largest wireless
carrier by subscriber base!!!
8. August 2010 : AIRTEL & TELECOM SEYCHELLES
100% stake : US$62 million - Global presence to 19
countries.
Invest US$10 million in its fixed and mobile telecoms
network in the Seychelles over 3 years.
Also participating in the Seychelles East Africa
submarine cable (SEAS) project of US$34 million -
improving global connectivity by building a 2,000 km
undersea high speed link.
9. AIRTEL-ERICSSON
Ericsson –
Manage and Optimize - Airtel’s mobile networks in Africa.
Modernize and Upgrade - Airtel’s mobile networks in Africa
with the latest technology including its multi standard RBS
6000 base station.
As part of the MODERNIZATION - Ericsson will also
provide technology consulting,
network planning & design
network deployment.
10. 9 May 2009 - Manchester United : Rights to broadcast the
matches played by the team to its customers.
5-year deal - ESPN Star Sports - The TITLE SPONSOR of
the Champions League Twenty20 cricket tournament .
Airtel title sponsor the inaugural Formula One Indian Grand
Prix during the 2011 season.
11.
12. •Prepaid connections:
Targets Audience is college students.
• Post paid connection:
Target Audience is working people but there
can be secondary audiences such as house wife
and college going students who use this
connection.
16. There are over 800 Airtel Stores across India
Every new mobile phone that is brought in
The Mobile Store, an Airtel GSM is gifted for
free
Airtel Tied up with Lufthansa to offer its
customers bonus miles on German Airlines.
17. In a service industry like
telecom, people live a
brand 24X7. It's all about
experience; and for Airtel,
brand =customer
experience
-Rajan Mittal,
Joint Managing Director
18. (1995)
•Power to keep in touch
(1999)
•Touch Tomorrow”
(2002)
•“Live Every Moment”
(2003)
•Express Yourself”
19. Advertisements are built on a story line.
Exceptional audio appeal in commercials.
Decent, simple and an up market feel.
Catchy slogans-
“Barriers break when people talk”
‘’Pyar ke beech mein kabhi dooriyan na aayen’’.
20. Market Penetration
The Airtel Advantage- 1p/min call
VAS- Airtel Live, Hello Tunes,
Astrology etc.
Extensive & Increasing Sales &
Distribution Channel.
Lowest National & International
Tariff.
Product Development
MATE- Mobile Application
tool for Enterprise.
M Commerce- mCheck
3G & 4G Network
Market Development
3G Network Implementation
in Sri Lanka.
Lost cost calling card to India-
UK, USA, Singapore etc.
MTN-Airtel Alliance in South
Africa.
Diversification
Bharti Infra Tel & Towers.
BhartiTelemedia Services-
Broadband, DTH,IPTV
Bharti Retail
M
a
r
k
e
t
Existence Product New
