39994311 final ppt of airtel

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VISION

To be globally admired for telecom

services that delight customers

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MISSION

Customer service focus

Empowered employees

Innovative services

Cost efficiency

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MARKETINGVALUE

Matching Demand to

Supply Just in Time Marketing

Consumer win winapproach

Customer first thinking Market creation

Trust & empathy

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MARKETING PROCESS & COMMUNICATION

INTERACTIVE

Point of need

Communication

Personalization

Interactive

Conversations

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CONSUMER APPROACH

Anticipates customers needs

Transparent in dealing with customers

Attending the problems of the customer beforeones own

Creates energy & excitement at work

Goes beyond tasks to attend the emotional needsof people

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GSM Market Share

19.3%

2.6%2.9%4.0%2.8%

5.2%

24.0%

27.9%

11.2%

Bharti

BSNL

HutchIdea

BPL

Spice

Aircel

Reliance

MTNL

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MARKET SEGMENTATION 

ACCORDING TO PLACE

Geographical segmentation

Demographic segmentation

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Geographical Presence India ...

Soucre: TRAI10

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Demand for VAS & Broadband

services Among Youth

28 % Urban Population

Rapid Urbanization

Rising Income level

CHANGING DEMOGRAPHIES

Source:Mckinsey Report

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PROMOTION

Aggressive market expansion

Functionality & Efficiency

Physical presence

Peoples emotions

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POSITIONING OF

A decade ago, Airtel positioned itself as an aspirational &

lifestyle brand.

The target customer was clearly defined: elite up market,professionals & entrepreneurs.

Airtels power trip : logo was black with tagline power to

keep in touch.

power to keep in touch

Airtel brand then aimed at leadership, be it in innovation,

network, offering or service.

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Tagline indicated it: Airtel celebrates the spirit of leadership & Thefirst choice of corporate leaders.

In 1999, communication changed from power to Touchtomorrow.

Touch Tomorrow

In 2002-2003 it was changed to Live Every Moment

In 2003, Airtel adopted the Express Yourself positioning which isalso its current tagline.

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Porters 5 Forces

Threat from

Competition

Customer

Bargaining

Power

Threat of 

Substitutes

Supplier

Bargaining

Power

Threat of 

New

Entrants

15

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1. Threat from Competition

16

Wireless Market Top 4 garnering 75% market share

HIGH

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Competitor Analysis

17

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Bharti Rcom IDEA MTNL

Comp or An ys s

OP Margin NetMargin

Company Sep-07 Sep-08 Sep-07 Sep-08

Bharti 43.00% 38.00% 26.40% 19.30%

Rcom 37.90% 31.60% 23.90% 13.20%

IDEA 32.80% 26.60% 14.10% 6.50%

MTNL 23.70% 22.90% 7.00% 6.80%

Best OP Margins &

Net Prof it Margins 

among Peers

Source:CMIE November 2008

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2. Customer Bargaining Power

Lack of differentiation among Service

Providers

Cut throat Competition

Low Switching Costs

Number Portability will have Ve

Impact 

Businesses & Consumers

18

HIGH

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Market Scenario

19

Postpaid Vs Prepaid

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3. Suppliers Bargaining Power

20

LOW

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4. Threat of Substitutes

Landline

CDMA

 Video Conferencing

 VOIP - Skype, Gtalk, Yahoo Messenger

e-Mail & Social Networking Websites

21

BROADBAND

SERVICES

DIMINISHING MARKET

HIGH

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5. Threat Of New Entrant

Huge License Fees to be paid upfront & High gestation

period

Entry of MVNOs & WiMAX operators

Spectrum Availability & Regulatory Issues

Infrastructure Setup Cost - High

Rapidly changing technology

22

LOW

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PRODUCTS & PRICING

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OTHER STRATERGIES

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THANK YOU

Preeti Narwani

 Anand Sharma

Rahul Saha

Gaurav Gupta

Irfana Parveen