39994311 final ppt of airtel

8/6/2019 39994311 Final Ppt of Airtel

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VISION

To be globally admired for telecom

services that delight customers



MISSION

Customer service focus

Empowered employees

Innovative services

Cost efficiency



MARKETINGVALUE

Matching Demand to

Supply Just in Time Marketing

Consumer win winapproach

Customer first thinking Market creation

Trust & empathy



MARKETING PROCESS & COMMUNICATION

INTERACTIVE

Point of need

Communication

Personalization

Interactive

Conversations



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



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



MARKET SEGMENTATION

ACCORDING TO PLACE

Geographical segmentation

Demographic segmentation



Geographical Presence India ...

Soucre: TRAI10



Demand for VAS & Broadband

services Among Youth

28 % Urban Population

Rapid Urbanization

Rising Income level

CHANGING DEMOGRAPHIES

Source:Mckinsey Report



PROMOTION

Aggressive market expansion

Functionality & Efficiency

Physical presence

Peoples emotions



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.



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.



Porters 5 Forces

Threat from

Competition

Customer

Bargaining

Power

Threat of

Substitutes

Supplier

Bargaining

Power

Threat of

New

Entrants

15



1. Threat from Competition

16

Wireless Market Top 4 garnering 75% market share

HIGH



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



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



Market Scenario

19

Postpaid Vs Prepaid



3. Suppliers Bargaining Power

20

LOW



4. Threat of Substitutes

Landline

CDMA

Video Conferencing

VOIP - Skype, Gtalk, Yahoo Messenger

e-Mail & Social Networking Websites

21

BROADBAND

SERVICES

DIMINISHING MARKET

HIGH



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



PRODUCTS & PRICING



OTHER STRATERGIES



THANK YOU

Preeti Narwani

Anand Sharma

Rahul Saha

Gaurav Gupta

Irfana Parveen

39994311 final ppt of airtel

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