Slide 1:

Presentation On Airtel Submitted To: Submitted By; Mr. Rakesh Chaudhary Mayur Gakhar PGP20082772 Group 1

INTRODUCTION :
INTRODUCTION

Evolution of Telecom In India :

Evolution of Telecom In India Go-ahead to the CDMA technology INDIA Private players were allowed in Value Added
Services National Telecom Policy (NTP) was formulated 1992 1994 1997 Independent regulator, TRAI, was
established NTP-99 led to migration from high-cost fixed license fee to low-cost revenue sharing regime 1999 2000
2002 BSNL was established by DoT ILD services was opened to competition Internet telephony initiated Reduction of
licence fees 2003 Calling Party Pays (CPP) was implemented Unified Access Licensing (UASL) regime was
introduced Reference Interconnect order was issued 2004 Intra-circle merger guidelines were established Broadband
policy 2004 was formulated—targeting 20 million subscribers by 2010 2005 FDI limit was increased from 49 to 74
percent Attempted to boost Rural telephony 2006 Number portability was proposed (pending) Decision on 3G
services (awaited) 2007 Department of Telecommunication (DoT) is the main body formulating laws and various
regulations for the Indian telecom industry. ILD – International Long Distance

Technologies :
CDMA – Already there are big players in this segment Reliance , Tata 3G – Value added services potential still to be
tapped fully 2G/3G – GSM Currently commands 70% of mobile subscribers in India Technologies

Vision 2020 :
Vision 2020 To build India's finest business conglomerate by 2020 Supporting education of underprivileged children
through Bharti Foundation Strategic Intent: To create a conglomerate of the future by bringing about “Big
Transformations through Brave Actions.”

Government Regulations and Policy :

Independent regulation has been a critical factor in growth 2002 Internet Telephony allowed. Reduction in License
fees 2003 Calling Party Pays Regime Unified Access Licensing Reference Interconnect Order 2004 Intra-circle
merger guidelines Internet / broadband penetration Mature regulatory regime and an enabling policy framework
already in place 2005 Unified Licensing Quality of Service regulation Rural Telephony 2006 Number portability
Convergence TRAI’s recommendations Government Regulations and Policy

Slide 7:
BVIMSR

Slide 8:
BVIMSR Mission We will meet the mobile communication needs of our customers through : Error-free service
delivery. Innovative products and services. Cost efficiency. Vision ‘To be the most admired brand in India by 2010’
Values We will always put our customers first. We will always trust and respect each other. We will respect our
associates as we respect each other. We will work together through a process of continuous improvement.

Objective :
Objective Airtel objective is to generate above industry average profitable growth by: Maintain the No. 1 Position In
the Market Geographic expansion of the portfolio Continuous innovation in Services Higher investment to build new
technology Selective add-on acquisitions

..Contd :
..Contd The Company is: The First to launch full roaming service on pre-paid in the country. The First to launch 32K
SIM cards. The First in Asia to deploy the multi band feature in a wireless network for efficient usage of spectrum.
The First to deploy Voice Quality Enhancers to improve voice quality and acoustics. The First telecom company in the
world to receive the ISO 9001:2000 certification from British Standards Institute.

SITUATIONAL ANALYSIS :
SITUATIONAL ANALYSIS Some uncontrollable situational factors that are faced by the Airtel are as follows, Price :
Although the Customer of Airtel is very high but when we talk about the of the price Airtel has to make a strong
strategy for price. Competition:Competition in market is very high. New Companies are entering in the market like
Aircel , MTS etc. They are offering best service at competitive price . Geographical factors: Airtel service didn’t reach
in all villages yet. In Village , People are using BSNL service so Airtel has a chance to grow in village on the basis of
their best service quality.

MARKETING ANALYSIS :
MARKETING ANALYSIS In the mind of the consumer, Airtel Services should provide following features: Easy Billing
Strong Market Coverage Credit Limit Long Distance Calling Facility Best Value Plan Widest Roaming – National &
International Easy Payment Option- Anytime & Anywhere

Slide 13:
TARGETING AREAS Every one is target Elite Up market professionals Entrepreneur with business plan Low income
mass categories Youth with YOUTH CLUB Targeting woman & seniors citizen by introducing postpaid connection

Telecom-Industry Growth :
Telecom-Industry Growth Gross Subscriber Base crosses 200 million Mark. The total wireless subscriber (GSM,
CDMA & WLL(F)) base is 162.53 million. During the eleven months of current financial year 62.60 million lines have
been added as compared to 35.93 million lines provision in the same period during the financial year 2005-06.

Market Leader :
Market Leader Airtel comes to you from Bharti Airtel Limited The businesses at Bharti Airtel have been structured into
three strategic business units (SBU's) - Mobile services, Broadband & Telephone services (B&T) & Enterprise
services. First private telecom service provider to connect all states of India . Covers 23 telecom circles of the
country, has 21 million customers Highly successful brand in India

Market Leadership Strategies :

Market Leadership Strategies Segmentation Long Term Outlook Product Innovation Quality Strategy Heavy
Advertising & Media Pioneer Effective Sales Promotion Competitive Toughness Customer care

OPPORTUNITIES :
BVIMSR OPPORTUNITIES The fast extending IPLC market. Latest technology and low-cost advantage. Growth of
mobile phone users. Untapped Rural Market.

Product :
BVIMSR Product Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS) The
different value added services provided by Airtel are- Instant Balance Enquiry 24Hr recharge Facility Caller line
identification Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live Portal SMS based
Information Service

Promotioning :
Promotioning Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the
product. In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded
tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones &
many more.

Pricing Strategies :
Pricing Strategies Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI.

Outlets :
BVIMSR Outlets

Place :
BVIMSR Place It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points
Distributors like E.g. Paan shops, grocery stores, chemists, outlet etc.

Brand Positioning :
Brand Positioning Became the 1st Indian company to win the ‘Best Bottom Line IT’ & ‘Best Knowledge Management’
awards by defeating companies such as ONGC, Birla Corp., the Tatas & Reliance at Asian level. Positions itself as
juvenile brand by linkages to celebrities such as SRK and Sachin Airtel is transforming itself fully into a Service Led
Brand.

The Airtel Logo :

The Airtel Logo The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of
the rest. It is a specially drawn word mark. The Airtel Image style The Airtel Typographical style The Airtel Colour
Palette

Various Strategies to retain its market share :

Various Strategies to retain its market share New tariff plans. More value added services. Increase in visibility and
coverage The AirTel - AirTel advantage New innovative packages More of the e-factor
Slide 27:
AIRTEL ADVERTISING STRTATEGY Airtel basically should use two appeals to connect with their target audiences:
Emotional Appeal Humorous Appeal

Slide 28:
Direct Marketing Airtel offers following services to its corporate client: Mobile services Voice services Satellite
services Managed data and internet Services Managed e-business services Managed customized integrated solution

Slide 29:
Publicity & Events Big Boss KBC Indian Sangeet Award Bol Baby Bol High viewers of these serials. Airtel can take a
benefits from this for publicity

Slide 30:
Sponsored Events like: Delhi Half Marathon Border -Gavaskar Trophy Indian Fantasy League Delhi Golf Tournament

Slide 31:
RURAL STRATEGIES The firm already covers more 300,000 villages and hopes to extend services to100,000 more
by march Bharti Airtel’s future success as the phone firm expands rapidly in Bihar, piggybacking on some 300
distributors and more than 50000 retail outlets selling Airtel cards Bharti Airtel’s ‘match box strategy’. It ‘Is about
market available Airtel Recharge cards wherever matchbox could be found’

Slide 32:
Basic segmentation is done on the basis of Regulatory norms ---- Telecom Circles The state is further divided into
three category on the basis of geography i.e. Class 1 , Class 2 , Class 3

Slide 33:
BVIMSR Sales Forecasting

Slide 34:
MOVING AVERAGE St + St-1 + St-2 + . . . + St-(N+1) St+1 = ----------------------------------- N idea
we want to try to "average out" the forecast to cancel out noise looks for some sort of trend up or down; attempts to
smooth out the trend, but always lags behind the trend small N the forecast will quickly respond to changes, but we
lose the "averaging out" effect which cancels out noise large N we get good averaging out of noise, but poor
response; sluggish N is usually chosen by trial and error. Whatever has worked the best in predicting past data is
presumed to be the best for predicting the next period.

Slide 35:
BVIMSR MOVING AVERAGE

THANK YOU & EXPRESS YOURSELF :

THANK YOU & EXPRESS YOURSELF

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