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Submitted by:-

Priya Ranjan Mohanty

Apoorva Srivastava

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Sumit Suman Harish

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Bharti Airtel is a leading global

telecommunications player having

presence in around 20 countries across

Asia and Africa. The company ranks

amongst the top 4 mobile service providers

globally in terms of subscribers and has a

customer base of over 300 million

currently.

BUSINESS PROFILE

The Bharti Group, the parent company of

Airtel has a diverse business portfolio and

has created several global brands in the

telecom sector. With operations in India and

Sri Lanka, Airtel is Asia’s leading integrated

telecom service provider company. World

class services and cutting edge technology

has enabled Airtel to transform the

communication sector where it remains the

leader to date.

Bharti Airtel is the country’s largest integrated and the first private service sprovider with footprint in all the 23 telecom circles. Airtel has been the pioneer of technology and services since its inception and has steered the course of telecom sector in India with its products and services which are a class apart.

Airtel has been structured into three individual strategic business units (SBUs) – Mobile Services, Enterprise Services and Airtel Telemedia Services. The mobile business provides fixed wireless services in addition to mobile using GSM technology across 23 telecom circles while The Enterprise services provide end–to–end telecom solutions to corporate customers and national & international long distance services to carriers. Airtel Telemedia Services business offers broadband & telephone services in more than 95 cities and has recently launched India's best Direct–to–Home (DTH) service, Airtel digital TV. All these services are provided under the brand of Airtel. The high–speed optic fibre network operated by the company currently spans over 90,205 KMs covering all the major cities in the country.

The company operates two international landing stations in Chennai that connects two cable systems – SEA–ME–WE–4 to Europe and i2i to Singapore.

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Corporate Mission & Values

At Airtel, we always put you at the heart of what

we do. We strive to enhance your experience

with us and build a lasting

relationship with you by delivering better results

every time. And this, reflects in our mission as

well.

The company’s mission is to Hunger to win

customers for life and vision is to enrich the lives

of our customers. Our obsession is to win

customers for life through an exceptional

experience.

The company aims at work towards the vision,

driven by our values of AIR - Alive, Inclusive &

Respectful.

Company Leadership

The board of directors of the company has an

good mix of executive and non-executive

directors. Sunil Bharti Mittal is the Founder and

Chairman of Bharti Enterprises.

A recipient of several awards including Padma

Bhushan, believes that a responsible corporate

has a duty to give back to the community in

which it operates. This belief has resulted in the

Bharti Foundation, which operates 254 schools

as well as remedial centers and renders quality

support to government schools, providing

holistic education to over 50,000 under-

privileged children in rural India. Sunil was

ranked among the Top 25 Philanthropists in the

World in 2009 by the Barron’s Magazine

“Growing markets is not for the weak-hearted: infrastructure issues are there. The middle class is absent in most of the countries. We have to cater to the low end of the market to grow”

Positioning over the years High tariff rates were charged by the

government in the 1990s as a result of

which the cellular players has little choice

but to impose high call charges on

customers. He call charges were as high as

Rs 16 per minute as against Rs 1.20 for

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landline communication at that point of

time.

India being a high potential and growth

market, several key competitors entered the

segment which increased competition. Due

to such factors, Airtel repositioned itself to

increase its market share. They chose to

address the visual benefits delivered to the

customers in addition to value. They came

out with a series of imaging campaigns

including ‘Airtel Express Yourself’ during this

time. This was followed by the incorporation

of the new “Express yourself” tagline with a

new logo to give it a more energetic look.

Advertisements in regional languages

followed to connect better and

advertisements were made to highlight

Airtel’s superior network. Through their

consistent exercises, they segmented both

Upper middle class as well as Lower middle

class.

College going students and youth were

targeted through campaigns including

offering SIM cards free of cost outside

colleges.

It again repositioned itself through a

branding exercise in 2010 with the release of

its new logo along with a new brand

architecture. This upgrade by the company

was with a reason to stay fresh before its

customers. Wide spread campaign followed

and the new strategy was to appeal masses

since it was introducing new services of 3g,

video calling, video downloading and Airtel

money.

Who we are

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Bharti Airtel

Key Milestones

1992 - Wins bid to build a cellular

network in New Delhi

1995 - Operations incorporated as

Bharti Tele-ventures and service

launched

1996 - Cellular network expanded to

Himachal Pradesh and soon to other

parts

2001 – Company goes public

2002 – Listed in BSE and NSE

2003 – Operations rebranded under

single ‘Airtel’ brand

2005 – Pan India presence achieved

through expansion to Andaman and

Nicobar islands.

2009 – International operations

commences in Sri Lanka

2010 – Expansion to Africa by the

acquisition of Zain Telecom

2012 – Operations commences in

Rwanda, Africa.

2012 – Becomes the 4th largest

operator in the world

2014 – Crosses 200 million customer

mark in India

Products and Services

Mobile

Prepaid

Postpaid

Broadband & Internet

Speed on demand

Airtel PC secure

Airtel Net PC

IPTV

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Digital TV

Data and IP Solutions

Wireless Internet

Data Card

USB Modem

Email on the go

Windows Mobile 5.0

Airtel Easy Mail

Calling Cards

International Calling Cards

Airtel Call Home

Airtel World Calling Cards

Achievements and recognition

Ranked fourth in Transparency 2013 as Airtel wins top honours at the 7th Frost & Sullivan ICT Awards 2008

Voted India’s most innovative company, in a survey conducted by The Wall Street Journal.

Voted the 2nd Most Trusted Service Brand in the Annual Economic Times–Brand Equity, Most Trusted Brands survey.

Won the Platinum Trusted Brand Award in the Mobile Service provider category in the Reader's Digest Asia Trusted Brands Survey .

Bagged the 'Wireless Service Provider of the Year' award at the 2008 Frost & Sullivan Asia Pacific ICT Awards.

Voted India’s most innovative company in a survey conducted by The Wall Street Journal in 2008

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Winner of the Gallup Great Workplace Award – Gallup Consulting, 2008

2nd Most Trusted Service Brand –Economic Times–Brand Equity, Most Trusted Brands survey 2008

Best Content Service Award for its Farmer Information Dissemination Platform for Bharti Airtel’s joint venture with IFFCO, IKSL

Best Project Management Award for Gujarat e–GRAM project – World Communications Awards 2008

‘Best Telecom Company’ at the NDTV Profit Business Leadership Awards

Best Carrier India for innovative products & services and efficient cost models and the Ovum Telco–Transformation award recognizing philosophy and execution of a successful outsourcing strategy at the Telecom Asia Awards 2008

Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award 2008. The highest honour in global telecom sector, recognized his tremendous contribution to the development of India’s telecom sector

Sunil Bharti Mittal adjudged the Business Leader Transforming India, 2008 at the NDTV Profit Business Leadership Awards

Bharti Airtel has won the ‘Most Preferred Cellular Service Provider Brand’ award at the CNBC Awaaz Consumer Awards in Mumbai.

Received the prestigious Businessworld Corporate Social Responsibility Award 2009–2010.

Major Promotional

Campaigns

AirTel followed a lot of promotional activities

over the years which helped it to grow. Here

are some major promotional strategies:-

1.Airtel Jingle- A.R. Rahaman

16 states, 600 million people, one service

provider

This music went on to become the “Airtel Signature Tune”

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Target: People who need wireless network, people who want to connect on the go, people who want to be the part of the revolution of wireless communication

2. Join the Dots.

“Few relation are very important, they cant be avoid

keep connected with Airtel”

Target: special relations like Son, Daughter, Wife, Mother, Grandfather

3. Communication Boundaries

“Deewarein gir jaati hain, faasle mit jaate hain, jahan do baatein ho jaati hain (Barriers break when people talk).”

Target: Long distance relationship

like son away from home, husband

on business trip, Friends separated

for career.

4. Endless Goodbye

“A man and his girl are never apart even after they say goodbye”

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This ad was made with the launch of

AirTel 3G which focused on video call.

Target: people who always want to see and talk with each other This ad was Nominated as Best Ad in CANNES Festival in 2010 5. Street Dance

“Dil Jo Chahe Pass Laye” Wherever you go, carry your entertainment with you

Target: People who wanted entertainment on the go.

Live entertainment on airtel 3G.

6. Together Good Things Happen

“Life is all about experience”

“You cannot be alone when 110 million people are connected with you”

This ad featuring shahrukh khan was to connect his fans with AirTel

Target: Aspirating People, close friends, people who loves networking, people who want to be together

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7. Har Ek Friend Zaroori Hota Hai

Besides entertaining one and all with its catchy jingle, the ad served to position Airtel as a brand that stands for friendship, and helps one to stay in touch with all kinds of friends.

“Every Friend is important and AIRTEL connects each friend.”

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Target: Friends-The early morning friend, the late night savior, the guy who throws his house open, the ones who borrow money from you, the ones who pay for you - the list is endless……. 8. Jo Tera Hai Wo Mera Hai

“Friendship ki sharing humesha on rakhe AIRTEL

INTERNET”

Target: Teenagers, youngsters, Tech Savvy 9. Power of Human Expression

“Human Expression has great powers. So Express Yourself.”

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Target: To promote AirTel’s tagline EXPRESS YOURSELF 9. The SMARTPHONE NETWORK

“Kabhi kabhi bas ek smartphone life me thoda magic la sakta hai.” “Khaas smartphones ke liye bana hai AIRTEL, the smartphone network”

Target: All smartphone users. Smartphone is the major player in cellphone market. 10. AIRTEL 4G Challenge

“Is se faster network mile toh lifetime mobile bill free.” On the Launch of AIRTEL 4G in India, AIRTEL claimed to be the fastest network in India in terms of internet connectivity.

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Target: All those who want best internet speed. Businessmen.

WHAT DOES AIRTEL OFFER?

With Airtel, the subscriber wouldn't just get

a personal phone that lets him/her be in

touch, always, but also gets a host of

benefits that let him/her manage his/her

time like never before.

An Airtel subscriber is provided with a

Subscriber Identity Module Card (SIM card) -

that is the key to operating his/her cellular

phone. His card activates Airtel cellular

services and contains a complete micro-

computer chip with memory to enable one

to enjoy one's cellular phone thoroughly.

Each SIM card contains a PIN code (Personal

Identity Number) which may be entered by

one. Just plug your SIM card into your

cellular phone, enter the PIN code and it

becomes 'your' personal phone'.

PRODUCT LIFE CYCLE

The pattern of cellophane subscriber growth

observed elsewhere in the world reveals

that the growth in the market is initially slow

followed by a sharp acceleration, but so far

that has not happened in India. As far as the

Product Life Cycle is concerned. Indians are

at the beginning of the maturity stage.

Basically, the company is tasked with

the work of operating

telecommunication services in the

larger Indian subcontinent. The

company’s business services include

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mobile services, enterprise services

and Telemedia services. The mobile

services comprise of fixed wireless

services and mobile services which

use GSM network technology across

major telecommunication circles in

the country.

With a Pan-India presence, Airtel an

established player in providing 3G

services is now planning aggressively

to roll out its 4G services in a phased

manner. These services are now

available in metros and big cities like

Bangalore and Mumbai. The company

also provides world class landline

telephone and broadband services

and the enterprise unit across 95

cities in India. Some of Bharti Airtel

competitors include the following:

Idea

Tata Docomo.

Reliance Communications Limited

Bharat Sanchar Nigam Ltd.

Vodafone (strongest competitor)

Products in the marketing mix

of Airtel

The company provides a wide array of

products and services. In order to

retain the maximum number of

customers, Airtel has tried to provide

as many products and services as

possible in order to keep the

customers. The following is a list of its

products: Airtel Pre-paid services

Blackberry Wireless Handheld

Airtel Post-paid services

Value added services like instant balance

inquiry, caller line identification, 24 hour

recharge facility, multimedia messaging

service, call wait & call Hold, Caller divert,

Airtel Live portal

SMS based information services

Voice mail services

Hello tunes, Ring tones,

Ringtones and hello tunes offers

Easy post-pay bill payment solutions

Enterprise Solutions

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Place in the marketing mix of

Airtel

Airtel’s penetration in India is quite

impressive because the services and

networks can be found even in India’s

remotest regions. Currently, gross

subscriber base has pass the 200

million mark while the total wireless

subscriber base for CDMA, GSM and

WLL is about 162 million. Clearly, the

customer base of Airtel is strong in

India. It is also worth mentioning that

millions of the network’s lines are

added per year.

Airtel enjoys a well distributed

network of distributors including

even businesses like groceries and

chemist outlets. One of the things that

have made Bharti Airtel a force to

reckon in telecommunication

industry in India and Africa is that it

has the strategy of making the first

moves and emerging as a winner. It

has managed to buy Kuwait’s Zain

and Tata steel in the past, making it a

top 5 wireless carrier in the world by

subscription.

Wider distribution network as

compared to competitors

Network is widespread bringing many

customers daily to Airtel

Fourth largest mobile operator in the

world with presence in 20 countries

Promotion in the Marketing mix

of Airtel

Airtel engages in aggressive

marketing strategy ranging from

traditional print media to social

network marketing. However, the

company’s recent rebranding efforts

bombed in the market and were not

received positively. The company also

engages in large scale TV and print

advertising. The company frequently

uses big celebrities who endorse the

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services. The company also managed

to create its signature tune from Oscar

winning musician A.R.Rahman which

has become one of the most

downloaded tunes in India.

It is also interesting to note that even

such seemingly redundant activities

like providing wallpapers and

screensavers to computer users has

proved a very effective marketing

strategy. The company also offers

special discounts and offers to its

subscribers.

Apart from that Airtel has been hiring

several figures from Bollywood right

from the legendary Amitabh Bachhan

to Vidya Balan as their brand

ambassadors. The God of cricket,

Sachin Tendulkar too has been a part

of their advertisement campaigns too.

The advantage of Airtel is that I goes

regional with its advertisement

efforts.

Some salient points about the

promotions of Airtel are

Uses ATL(Above the line) and

BTL(bellow the line) activities

Makes an effort to go regional

Recent rebranding effort has failed in

the market

Has good word of mouth and a good

brand image.

Price in the marketing mix of

Airtel

The company uses competitive

pricing strategy just like any other

network providers because of the

competition which is present in this

sector. However, Airtel also provides

flexible pricing mechanism

depending on the prevailing market

conditions. For instance, when the

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company relaxes taxation, it also

reduces its prices across all affected

products. The make my plan

introduced by Airtel was a smart

strategy as customers could now

modify their plan as they see fit.

Corporate Social Responsibility

The Indian economy has seen a significant

development in the last two decades. Several

hundred million people are benefiting from the

country's progress. Concurrently, India's

population too has risen to more than 1.2 billion,

placing an increasing burden on existing

resources. Access to basic services like

education, health, financial services, banking etc.

are often beyond the means of the common

person.

Airtel's sustainability journey endeavours to

contribute further to our society and to our

environment. It is our firm belief that not a single

man, woman or child should be denied access to

education, health and prosperity.

We believe in social inclusion of people

everywhere, and have made this the

cornerstone of our sustainability programme.

We leverage our network presence, reach and

accessibility, through mobile telephony, direct-

to-home television and broadband services, to

contribute towards a sustainable future, not just

for people everywhere but also for our planet

and economy. We are confident that we can be

a force of good, positive change, in society and

also augment the efforts of the government,

public-private groups, Bharti Foundation and

NGOs in the area of sustainability.

In 2011, we made a commitment to widen our

sustainability journey. It is with this commitment

towards sustainability, Airtel has been able to

maintain a balanced approach towards all three

dimensions of sustainability and quests to

progress on the path of sustainability in the years

to come.

Anchored deeply into its business strategy,

sustainability and corporate social

responsibility are fundamentals to Airtel's

business commitments and initiatives. For

Airtel, sustainability is about a responsible

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business approach that creates long-term

stakeholder value by taking into consideration

every dimension of how business operates in

the social, cultural and economic environment.

Airtel strongly believes that its approach will

help create a long-term shared value for its

customers, employees, suppliers,

shareholders and the community.

Through its pioneering initiatives and

innovations, Airtel has continuously quested to

bring a transformational change by delivering

societal development and a positive

environmental footprint. Airtel's 'Blueprint for

Social Inclusion' is one of the instances,

which makes sure that millions of people with

no network access are included and

empowered with digi-presence.

Our goal: Millions more are

included and empowered

through sustainable social and

economic development

Governments from across the world have widely

acknowledged internet accessibility as an

imperative for long-term economic growth.

Apart from providing public services like e-

governance, health, education and

entertainment, the internet has opened up new

avenues for growth, helping economies become

and remain connected and highly competitive. A

large part of today's information is accessible on

the internet and in other electronic forms.

Digi–presence at Airtel means creating a

platform for digital accessibility of

telecommunication, internet and digital

television services. We are determined to take

the benefits of digi-presence beyond urban or

affluent areas to remote areas.

"No one left out" is a commonly heard call to

action at Airtel.

We believe that telecom connectivity is an

important medium to achieve social and

economic inclusion for all Indians. We are

committed to providing robust and dependable

telecom services to customers even in adverse

terrains and geographies. Airtel is the only

operator which provides coverage in a fully

underground mine in the Tehri hydro power

plant. We have connectivity at the highest

motorable road, at Khardung La pass, in Ladakh.

We also connect fishermen off the coast of

Kerala, and in the sparsely populated, dense

forests of the Sunderbans.

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In order to strengthen our network resilience,

we use the Automatically Switched Optical

Network (ASON) technology. This ensures

service continuity even in the case of multiple

fibre ring failure. This is particularly essential for

Indian conditions, since road expansion is a

constant activity on our national highways and

intra-city roads.

The internet paradigm is changing, from dialup

to broadband, from kilobits to gigabits, and from

connected people to connected things. Our

networked world is changing in speed, size,

scale, and scope. Towards this goal, Airtel has a

sustained annual programme for the expansion

and improvement of our network in both urban

and rural areas. Our 2G network covers almost

all of urban and rural India with a capacity to

connect most of India's population through high

quality voice and data services.

In terms of everyday living, this means that from

Kashmir to Kerala and from Gujarat to Bengal,

people everywhere are increasingly able to

speak, connect, transact and grow. A migrant

labourer in Mumbai, for example, can speak to

his family in Bihar, access regional news and

channels, listen to Bhojpuri music, and send

money home to his friends and family, all

through the Airtel network. With a robust, go-to-

market strategy, backed by 1.3 million

distribution outlets nationally, and a strong

network, we ensure that affordable and

omnipresent services march hand in hand with

our network to benefit people.

mCommerce

While banking and financial services are

permeating across India, there is still a vast

population that is unbanked or under-banked.

India's subscriber base is fast approaching 900

million, with almost 300 million subscribers from

rural areas. Over 50% of these rural subscribers

do not have bank accounts. We believe that the

mobile industry which covers a significant mass

of India's population can utilise its existing

national coverage and infrastructure, and

collaborate with banks to play a significant role

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in enabling financial inclusion as well as payment

services across India.

Payment services on mobile phones have seen a

huge transformation in recent times. The earlier

days offered basic information-based services

such as balance or transactions enquiry, funds

transfer and bill payments. These services

offered immense convenience and flexibility to

customers who could avail these facilities

"Anywhere and Anytime". Today, a mobile

wallet has the potential to cause large scale

digitisation and/ or virtualisation of cash

transactions. Ubiquitous mobile connectivity,

wide distribution network, large scale customer

service infrastructure and robust micro

transaction processing are some of the key

capabilities that Airtel has built over the years.

We are leveraging these capabilities to create a

state-of-the-art payments infrastructure across

the country.

Airtel is one of the first telecom operators in

India to get a licence from RBI to build mobile

payment services. Airtel Money, a product of

Airtel mCommerce Services Ltd (AMSL), is

building a railroad that could transform the

existing payments landscape. Today the benefits

of Airtel Money include utility bill payments for

electricity, water and cooking gas bills,

remittance for medical and education services,

payment of citizen services, convenient

shopping at local kirana (grocery) stores - all of

these without carrying a card or cash or having

the constant worry of losing either.

There is a profound interdependence

between the corporates and communities.

An organisation does not exist in isolation,

detached from the people and communities

it lives in. Both give and take from each

other, and this intertwined relationship

builds and grows over time to be increasingly

beneficial and rewarding.

As a corporate, we make our presence felt in

the communities we serve and also where

our employees live and work. We are

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focused on creating a sustained, positive and

deep-rooted impact on the society at large.

Our philanthropic efforts, employee

volunteerism, and community outreach

initiatives support the desire to be seen as a

trusted partner - one that honours its

commitments and takes pride in the role it

plays in community wellness.

Inequality and discrimination in education of

children with diverse backgrounds and

abilities remains one of the major challenges

in India. We are convinced that holistic well-

rounded development will go a long way in

developing children as the leaders of

tomorrow. With the aim of helping them

actualise their true potential and become

productive members of society, we

concentrated most of our employee

volunteerism and philanthropic efforts

towards our contributions to Satya Bharti

schools . Launched in 2006, the Satya Bharti

School Programme initiated by Bharti

Foundation, the philanthropic arm of Bharti

Enterprises, is one of the largest end-to-end

rural education initiatives undertaken by a

corporate in India.

This programme supports the pursuit of

excellence and aims to set benchmarks for

quality education across the country. The

programme provides free, quality education

to underprivileged children, with a special

focus on the girl child, in the deepest rural

pockets of the country.

SWOT ANALYSIS

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STRENGTHS

Cost advantage

Current leaders in quality service

Largest distribution network

Ability to constantly innovate

Highly skilled workforce

Entrepreneurial zeal

Airtel’s increased equity and

market cap.

WEAKNESSES

To prove credibility

Price pressures

Need for Government support

Awareness

Sales and Marketing

OPPORTUNITIES

To sustain passion and

commitment

Airtel’s market share increasing

at other service provider expense.

Thus opportunity to wipe it out.

Attain higher value services

Collaborative business needs to

be explored

Vertical repeatable solutions.

Low penetration level in rural

markets.

THREATS

Foreign investment

Global trends moving from GPS to

WLL.

Lack of global parity in telecom

tariff

Other competition

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Telemedia Services Broadband revolution to follow wireless revolution in India • Pan-India presence of 87 cities • Operates in the entire broadband continuum-fixed line voice and high speed broadband across Homes and Office segments, broadband (via DSL), IPTV, internet leased line and MPLS services • Key Performance Indicators – Voice (wire-line) and Data (DSL) Presence in 87 top cities in India – Customer base: 3.4 million – Broadband penetration at 43.9% of customer base -Sept 30, 2014

Digital TV Services • First Company in India which provides real integration of all the three screens viz. television, mobile and computer enabling our customers to record their favorite TV programs through mobile and web. • Launched “Airtel Digital TV” service in October 2008 as fifth operator providing Direct-to-Home (DTH) services in India. – Subscriber base of ~9.5 million subscribers – Present across 639 districts – Offer 430 channels including 22 HD channels and 4 interactive services – Also offers High Definition (HD) Set Top Boxes and Digital TV Recorders with 3D capabilities delivering superior customer experience.

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Airtel Money Airtel Money is offered in India and across all 17 countries of Africa where Airtel is present • Airtel Money, Airtel’s semi-closed wallet has witnessed phenomenal growth over the year The total customer base using the

Airtel Money platform there increased

by 35.4% to 1.8 million from 1.3

million on a sequential quarter basis.

The total number of transactions

jumped by 70.2% on a sequential

quarter basis to 44.2 million in the

current quarter as compared to 26.0

million in the previous quarter.

-Oct 30, 2013

Governments from across the world have

Tower Infrastructure • Bharti Infratel is a leading tower infrastructure provider • Also holds a 42% stake in Indus Towers,amongst the largest tower companies in the world, operating in 15 circles, thereby enabling the Company to provide leading pan-India passive infrastructure services • Bharti Infratel conducted its Initial Public Offering in December 2012, raising $761m for a 10% stake, current market capitalization of US$9bn. • Sharing factor (Tenancy ratio) of ~2.02x per tower

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Bharti Infratel owns 42% stake in Indus Towers– one of the world’s largest passive infrastructure providers. widely acknowledged internet accessibility as

an imperative for long-term economic growth.

Apart from providing public services like e-

governance, health, education and

entertainment, the internet has opened

upesent services march hand in hand with our

network to benefit people.

SOURCES

1.Marketing91.com

2.“MARKETING STRATEGIES OF AIRTEL

AT BHARTI AIRTEL”

by ADITYA BHATT at INSTITUTE OF

MANAGEMENT STUDIES, DEHRADUN

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3. http://www.airtel.in/about-

bharti/investor-relations/company-

profile/fact-sheet/

4.

http://www.airtel.in/sustainability/

5. Investor Presentation, Nov 2014,

Airtel.in

6. airtel promotion:

http://www.campaignindia.in/Bran

d/airtel,12.aspx

7.Youtube.com