about airtel
TRANSCRIPT
PRESENTED BY
ADITYA G TOSHNIWALRISHI GAUTAMSHILPA GARGSWATI SHIPRASYED KHAJA MOHIUDDINTONMAYA CHATURVEDIVIGNESH GVISHAL KUMAR MAHATO
GROUP 8
Introduction
Started in 1995…took 13-1/2 years to reach 100 million mark
Sixth largest integrated operator in the world after China Mobile, China Unicom,
China
Telecom, AT&T and Verizon
If Airtel customers were to form a single country, it would be 12ththe largest country
in
the world
India LARGEST private INTEGRATED telecom company in India
LARGEST WIRELESS operator in India
LARGEST TELECOM company listed on Indian Stock Exchanges
Mission
• “ 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”
Subsidiary Companies
• Bharti Hexacom
• Bharti Comtel
• Bharti Aquanet
• Bharti Broadband
• Bharti Infratel
• Bharti Telemedia
• Bharti Airtel(UK, US, Canada, Hongkong, USA, Lanka)
Airtel- SBU’s
Mobile
• Service across 23 circles
• 4676 census towns and 207327 non-census towns and villages covering
59% of population
• Market share- 22.9%
• 85mn subscribers from 25m in Jul 2006
Broadband & Telephone Services (B&TS)
• Service across 94 cities across 16 circles
• 1.75 m voice and 0.59 m broadband customers
Airtel- SBU’s contd.
Broadband & Telephone Services (B&TS)
• Service across 94 cities across 16 circles
• 1.75 m voice and 0.59 m broadband customers
Enterprise Network
-Carriers
• 49000 kms of fiber
• Submarine cable landing station at Chennai
• Association with SEA-ME-WE-4 with 15 more operators
Subscriber GrowthGroup Company wise % market share - Nov'2008
Sr, No. Name of Company Total Sub Figures % Market Share
1 Bharti Airtel 8,29,20,593 33.25%
2 Vodafone Essar 5,87,64,164 23.57%
3 BSNL 4,04,87,511 16.24%
4 IDEA 3,28,09,720 13.16%
5 Aircel 1,53,75,258 6.17%
6 Reliance Telecom 95,82,695 3.84%
7 Spice 37,05,894 1.49%
8 MTNL 38,21,277 1.53%
9 BPL 18,82,324 0.75%
All India 24,93,49,436 100.00%
TARGETING
• Elite
• Up market professionals
• Entrepreneur with business plans
• Low income mass category
• Youth
• Women and senior citizens by post paid connection
Sales forecasting
Method: Moving Average MethodYear Net Sales
2004-05 7903.03
2005-06 11231.47
2006-07 17851.60
2007-08 25703.51
2008-09 34014.29
Sales Forecast for 2010=19340.41 cr.
Sales forecasting
Ratio MethodYear Net Sales
2004-05 7903.03
200506 11231.47
2006-07 17851.60
2007-08 25703.51
2008-09 34014.29
Sales Forecast=Actual Sales*( Actual Sales of this year/Actual Sales of past year)
Sales Forecast for 2010= 45012.21 Cr.
Sales Budget
1330 2250 3718 64830
5000
10000
15000
20000
25000
30000
35000
40000
11231
17851
25703
34014
1330 22503718
6483
Relationship b/w Net Sales - Selling Expense
Selling & Administrative Expense
Net
Sal
es
Airtel- SIPOC PROCESS
Supplier Input Process Output Customer
Intel
Cisco
IBM
Apple
India Times
Network
Infrastructure
Spectrum
Technology
Finance
Licenses
GSM Services
VAS Services
Fixed lines
Broadband
DTH
IPTV
Public
Corporate
Business
SME’s
Institute
Customer importance
Technology
Competitive Position
Capable Supplier
START
Relationship Management
Relationship Management process includes the following steps.
Categorization Rewards and Recognition Satisfaction Level Communication
Grievances
Supply Chain ManagementThe Supply Chain (SCM) function has been created with a mandate to
develop partner relationships to maximize mutual opportunities for growth
and profitability.
Bharti Airtel's Supply Chain Philosophy is partnership and collaboration.
DISTRIBUTION
• Focus on maximizing revenues & margins.
• Offer multiple telecommunications services to provide
customers with ‘one stop shop’ solution.
• Capture maximum telecommunication revenue potential
with minimum geographical coverage.
• Focus satisfying & retaining the customers by ensuring high
level of consumer satisfaction.
DISTRIBUTION NETWORK
• Karnataka Circle
18 Airtel Connect shops
51 Airtel Points & 185 Sub-Dealers,
For Pre-paid cards 32 distributors, 4380 Retailers, 4 Company
Sales People & 225 Corporate Sales Agents.
Delhi, AP, Chennai, HP, Kolkata- Circles.
MATCH BOX STRATEGY
“It is about making available Airtel recharge cards wherever match boxes
could be found”
SALES QUOTAS
• For Prepaid connections in all of the circles, distributors &
franchisees, are remunerated a fixed amount, approximately
20% & 15% respectively, of the value of the card sold to the
customer.
• For Pre-paid recharge coupons,the distributors & franchisees
receive approximately 7% of the value of the coupon sold.
• For Post-Paid connections in all their circles,the rates may
increase upto 100% of base commissions on meeting quality
& quantity targets.
PEOPLE
Recruitment
Campus & consultancy
Selection is done through interviews.
T & D
Training imparted as per the need.
Motivation
Salary
60% (fixed)+ 40% (variable).
AIRTEL ADVERTISEMENT
• Airtel basically uses two appeal to connect to
the users
– Emotional
– Humorous
• Total advertising budget of Airtel is Rs. 150
crore
“Touch tomorrow”
• New campaign launched to facilitate entry into new markets
• Started to capture mass market
• A new logo for Airtel- Red , black and white colors with ‘Airtel’
enwrapped in an eclipse.
• Logo indicated core value of the brand: leadership, performance
and dynamism
SALES PROMOTION
• “Friendz” pre-paid plan
• “Ladies special” plan
• “Senior citizen” plan
Youtopia• Special tariff plan for youth- Youtopia
• Reduced tariffs, access to cell phones
• 14-19 years of age
• Expand customer base (limited to the older age groups till now)
• Deviation from earlier positioning for older people symbolizing
dignity and power
• Re 0.25 for 30 seconds- night!, special bidding
portal, music download facilities, SMS at
affordable prices
PUBLICITY AND EVENTS
Sponsored events
• Delhi half marathon
• Delhi golf tournament
Sponsored TV shows
• Big Boss
• KBC
• Indian Idol
OUTCOME OF THE CAMPAIGN
Addition of 2.7 Million customers in a month
Group Company wise % market share - Sep'2008
Sl.No.
Name ofCompany
Total SubFigures
% MarketShare
1 Bharti Airtel 77479215 33.16%
2VodafoneEssar 54624809 23.38%
3 BSNL 39166943 16.76%
4 IDEA 30380163 13.00%
5 Aircel 13878243 5.94%
6RelianceTelecom 9206127 3.94%
7 Spice 3599744 1.54%
8 MTNL 3677782 1.57%
9 BPL 1663904 0.71%
All India 233676930 100.00%
Oct’2008
Total SubFigures
% MarketShare
80199747 33.18%
56703506 23.46%
39811109 16.47%
31582937 13.07%
14659298 6.06%
9582695 3.96%
3637129 1.50%
3743879 1.55%
1807902 0.75%
241728202 100.00%
CONCLUSION
Plans to reach 200 million users in the next 2-1/2
years
Next phase of growth will come from Rural India
which is still under penetrated
MNP and 3G will also act as catalyst in spurring
further growth
THANK YOU