Bharti Airtel limited commonly known as Airtel is an Indian Multinational telecommunication services company headquarter at New Delhi, IndiaIt 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.

Strategic Business Unit of Airtel Mobile Services Airtel Telemedia services Enterprise Services

SWOT ANALYSIS

STRENGTH 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.

Bharti Airtel and MERCEDES AMG PETRONAS announce Race Partnership for 2012 Formula One airtel Indian Grand Prix.

Cash Rich with global presence. Huge variety of products in every

segment with competitive prices and value added services.

WEAKNESS Poor network in rural areas Operating margin, Net profit margin

is decreasing YUP’s basis. Low GPRS speed. Decreasing ARPU (Average revenue

per user).

OPPORTUNITIES Strategic tie ups with google, apple,

and 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.

Digitization of many industries which supports mobile payments. This will help airtel money.

Indian Cellular market is the fastest growing market in the world.

THREAT Many international players will

come in the industry, giving tough competition.

Political instability is making call charges more.

2G spectrum auctions are going to cost more resulting in huge investment.

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.

STP

SEGEMENTATIONElite class of people; Corporate.

TARGETINGElite class above 25 years age; YUPS(Young Upward

Professionals)

POSITIONINGInspirational and lifestyle brand; Premium category

7 P’S OF SERVICE MARKETING MIX

1. PRODUCT

Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS)

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 Hello Tunes & Ring Tones Voice Mail Service Easy Post-paid bill collection Gifting of Ring Tones & Hello Tunes GPRS

Business Solutions

2. PRICE

Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI.

3. PLACE

It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points Distributors like

E.g. Pan shops, grocery stores, chemists, outlet etc.

4. PROMOTION

Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product

because it. In 2002 Airtel got its Signature tune from A.R. Rahman, 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.

5. PEOPLE Total Employees 25616( Bharti Airtel consolidated) as per Q3 08. Dedicate and passionate workforce. One of the best customer supports. Have won 2nd Best employer award in 2004. Providing a service, rather than selling a service. Quality of personal relationships between company and clients becomes

vital. New staff needs thorough training and constant monitoring.

Staffing costs -------> The highest cost Recruiting specialist staff -------> time consuming and expensive. Strategies and tactics for recruiting, training and safeguarding relationships.

6. PHYSICAL ENVIRONMENT Smart Run-down Facilities Interface Comfort

7. PROCESS

Process for 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.