INTRODUCTION

 Flagship company of Bharti

Enterprises.

 India’s largest integrated and the

first private telecom services
provider.
 
 Structured into three strategic
business units - Mobile services, Tele
media services and Enterprise
services.
 
 Businesses are structured into two
main strategic groups
Mobility and Infotel.
– Mobility provides GSM mobile
services
– Infotel provides telephone
services and Internet access
over DSL
 VISION MISSION
By 2010 AIRTEL will be . Recruit and maintain
the most admired brand caliber working staff.
in INDIA: . Provides customer
. Loved by more specific software
customers. solution.
. Targeted by top talent. . Continues improvement
. Benchmarked by more in software quality.
businesses
 Some “Firsts” about AIRTEL
 First to launch Cellular service in India.
 First to launch nationwide roaming operations.
 First to cross the one million and the five million customer
marks.
 India's first paperless electronic recharging facility for
prepaid customers.
 First private fixed-line service provider in India.
 First to launch 32K SIM cards.
 First telecom company in the world to receive the ISO
9001:2000 certification from British Standards Institute.
 First operator to revolutionaries the concept of retailing
with the inauguration of Airtel Connect (exclusive
showrooms)
COMPETITIVE ANALYSIS
 MARKET STRUCTURE

MARKET LEADER AIRTEL

MARKET CHALLENGER VODAFONE

IDEA , TATA ,
MARKET FOLLOWER RELIANCE
Chhota Recharge
 Strong competitive moves should
always be blocked

 “Chhota Recharge” concept and

“Night Calling” concept.

– Introduced by Vodafone

– Immediately launched the offer

after Vodafone
MARKET EXPANSION STRATEGY
Growth sales with Growth sales with new
Existing Products and innovative services

Provide existing services Increase market by

for better performance. providing updated versions.
 various sales promotion  Start stop services
techniques  News services
 Enhance own market  Insurance services
 Bill payment services
Advertisement Description

Creative
25%

Informative
10% Emotional
60%

funny
5%
Airtel express yourself ad
 CAPTIONS USED
 Two words can bring down an empire
 One dream can change the world
 One raised finger can break a billion hearts
 ... and two can win a war
 a whisper can inspire hope…
 one touch can instill faith…
 some voices can move a nation…
 yet some others can dissolve boundaries…
 one act of defiance can spark a revolution…
 one hundred thousand candles can end a war…
Vidya balan ad
PROMOTIONAL EFFECTIVENESS
Promotional campaign influence
decision of respondents to shift
to the Airtel

 Uses two appeals :

 Emotional

 Rational

• Signed on music composer A.R.Rehman

• Adopted the “Express Yourself“

• Youth icons like Shahrukh khan and Sachin

• Tendulakar brought in as brand ambassadors

AIRTEL DELHI HALF
MARATHON
 AWARDS AND ACHIEVEMENTS
 Prestigious Techies Award for 'being the Best Cellular
Service Provider.’

 ‘Voice & Data Award’ for being India's largest

cellular service provider.

 Top 10 best performing companies in the world.

 “2nd Most Trusted Service Brand” - 2008

 Wireless Service Provider of the Year.

 Competitive Service Provider of the Year.

 CONCLUSION
“Good services is the way to retain the consumers”
 BEST NETWORK COVERAGE.
• GOOD RELATIONSHIP WITH CUSTOMERS.
• LARGE MARKET COVERAGE.
• Bharti Airtel Limited, a group company of Bharti
Enterprises, is Asia’s leading integrated telecom services
provider with operations in India and Sri Lanka and has
an aggregate of over 88 million customers as at end of
December 2008. Bharti Airtel Limited has been voted as
India's most innovative company, in a survey conducted
by The Wall Street Journal.