Bharti AirtelRinging in a revolution

Submitted by,

Meha Thakur(11305896)

Rajat Dubey(11305761)

Hardeep Sandhu (11301324)

INTRODUCTION Bharti Airtel Limited, commonly known as Airtel, is an Indian

multinational telecommunications services company.

Founder of Bharti Airtel

“ SUNIL BHARTI MITTAL”

Company started off as a small bicycle -parts

business in 1970s.

In 1985, decided to venture into the nascent telecom market.

The company was organized into four subsidiaries :Bharti cellular ltd., Bharti Telenet ltd, Bharti Telesonic ltd, Bharti Broadband networks ltd.

Bharti Airtel limited is today one of Asia’s leading integrated telecom service providers, boasting of operations in close to 19 countries.

The ever expanding company is today structured into four strategic business units: Mobile, Telemedia, Enterprise, Digital TV.

Bharti Airtel is itself part of Bharti Enterprise.

Airtel is the Second largest Asia-Pacific mobile operator by subscriber base, behind China Mobile.

Bharti traded as: BSE: 532454

NSE: BHARTIARTBSE

PROBLEMS Should bharti again go in for a brand re-position itself ?

Bharti has been active in international markets, making acquisitions in Bangladesh, Africa etc . Should the company adopt a common theme and branding for all the markets in which it is present or root its marketing and brand positioning in more local themes?

Do you think that targeting and positioning adopted by Bharti India in that resulted in its success can be replicated in other marked?

STRENGTHS First to launch 4G in India.

Only Indian operator, with VSNL, that has an international submarine cable.

Largest Telecom operator in the world with 275 million subscribers across 20 countries.

Strong advertising with celebrity brand ambassadors.

WEAKNESS Untapped Rural Market.

Late adoption of 3G and advance wireless technologies.

Debt and finances.

OPPORTUNITIES Latest and low cost technology.

Untapped rural market.

Growing Globally.

THREATS Potential entry of global competitor.

Competition from domestic Players.

Saturation point in Basic telephony service.

Mobile Number Portability

SEGMENTATION OF AIRTEL On the basis of Demographic variables

1) AGEa) From age group 16 to 35 Provide the FRIENDZ card to them. b) 35 and above This Group may continue using the general plans.

2) INCOMEa) Prepaid and postpaid

On the basis of Behavioral variable 1) Brand Loyalty

loyal customers and non-loyal customers.

TARGETING OF AIRTEL Targeting Professionals by giving free calls in postpaid

connection.

Targeting Students by introducing postpaid connection only for students and with zero rentals.

Youth with the “FRIENDZ” Scheme.

POSITIONING OF AIRTEL

Easily recognized 

Easily recalled

LATEST COMPETITVE ADVANTAGE FOR THE BRAND

SOLUTIONS As per the current position of Airtel they are not much required for the

brand re launch and re-position itself. But to remain “ahead of the curve” they can adopt new strategies.

Bharti has been active in international markets like Bangladesh, Africa etc. a common theme and branding cannot be adopted by Bharti for all the markets. They need to prepare different segments and execute different strategies for different area or countries.

Yes, the strategies and positioning adopted by Bharti in India can be replicable in other markets. But these strategies may not be enough so other techniques should be required according to the need of market.

RECOMMENDATION Airtel should focus on call rates that they offer.

Airtel should improve its customer services like feedback from consumer as well as retailers.

Airtel should launch some new innovative scheme that gives benefits consumer as well as retailers.

Airtel should reduce those services that are less in use or less in awareness like contest on mobile.

Conclusion Most successful brand in India with largest market share.

Success is based upon three pillars connectivity, affordability, innovation. The core is connectivity i.e. network.

Doesn’t promote its product always by celebrities.

Some services need to improve.