Marketing strategy and implementation for Airtel

Introduction

Current Situation (Balance sheet)

Current Situation (Balance sheet)

Current Situation (Balance sheet)

Current Situation (Share price-1 month)

Current Situation (Share price-1 year)

Key Issues

• Jio effect• Voice over LTE implementation issues• Rural penetration• A difficult regulatory environment• Falling margins

Objectives

• Mission: Hunger to win customers for life• Vision: To enrich the lives of their customers.

Their obsession is to win customers for life through an exceptional experience.

• Values:– Alive– Inclusive– Respectful

Marketing Strategies

• Relationship marketing• Integrated marketing• Pricing strategies (Customer based)• Product innovation (Leap frog strategy)• Expansion strategy (Foreign investments)• Mass marketing• Fortress or position defense strategy• Strategic tie ups (Microsoft, Lufthansa, Uber, etc.)

Marketing action plan

• Sponsoring popular sporting and entertainment events

• Guerilla marketing• More investment in R&D• Increase Value Added services portfolio

Contingency plans