Mukesh Mishra

Dipjyoti Talukdar Vivek Sinha

Aman Agrawal
Kumar Gaurav
Index

• Introduction to Bharti Airtel.

• Where are we now?
• Where we want to be?
• How do we get there?
• Conclusion.
INTRODUCTION
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with
limited liability under the Companies Act, for promoting telecommunications
services. Bharti Tele-Ventures received certificate for commencement of
business on January 18, 1996. The Company was initially formed as a wholly-
owned subsidiary of Bharti Telecom Limited.It offers its telecom services under the
Airtel brand and is headed by Sunil Bharti Mittal. The company also provides
telephone services and broadband Internet access (DSL) in over 96 cities in India. It
also acts as a carrier for national and international long distance communication
services. The company has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore.
Bharti Airtel  comes to you from Bharti Airtel
Limited, one of Asia’s leading integrated telecom
services providers with operations in 18 countries
across Asia and Africa. Bharti Airtel since its
inception, has been at the forefront of technology
and has pioneered several innovations in the telecom
sector.
The company is structured into four strategic
business units - Mobile, Telemedia, Enterprise and
Digital TV. The mobile business offers services in
India, Sri Lanka and Bangladesh. The Telemedia
business provides broadband, IPTV and telephone
services in 89 Indian cities. The Digital TV business
provides Direct-to-Home TV services across India. The
Enterprise business provides end-to-end telecom
solutions to corporate customers and national and
international long distance services to telcos.
 STEP 1..

Where are we now?

Indian Telecom Market

Source : Telecommunication Services, Indian Industry: A Monthly

Review, CMIE – December 2008
Organization Structure

Investor Relations :- http://www.bhartiairtel.in

 Socio Cultural.

Political . Economic.

Technological.
Political Factors
Government stability.
Pressure Groups.
Terrorism.

Socio Cultural Factors.

Demographics
Lifestyle
Educational level
Economic Factors:
Unemlployment.
GDP trends
Money supply.

Technological Factors:
Industrial R&D expenditure.
Speed of technology transfer.
Product lifecycle.
Michael Porter’s 5 Force Model
Rivalry Determinant.
Switching Cost.
Brand identity.
Exit barrier.
Determinant Of Buyer Power.
Lack of differentiation among Service Providers
Substitute product
Buyer Switching Costs
Businesses & Consumers
Entry Barrier.
Capital requirement
Government policy
Access to distribution
Substitution threat.
Switching cost.
Buyer propensity
to substitute
Relative price
performance of substitute
Determinant of supplier power
Cost of switching supplier.
Presence of substitute input.
Importance of volume to supplier.
Strength Weakness
• Outsourcing of core system
• Market Leader
• Recognized Globally
• Strong Brand Image
• Strong New Business Development team
• Strong Financials
• Largest Telecom Player 22.6%

Opportunities Threats
• Low Broadband Penetration, Rural • Falling ARPU
• Telephony • Intense Competition & Shortage of
• Bharti Infratel – Cutting Down cost in Bandwidth
Rural area • New Players coming in India
• Current Tele-Density – 30.6 is still low • Uncertain Economic Condition
among developing countries
 STEP -2
WHERE DO WE WANT TO BE?
BCG Matrix for Bharti Airtel

HIGH
Stars
?
Retail,
Dth, broadband
Insurance

Cash cows Dogs

/////

Mobile services Fixed Line Services

LOW

HIGH LOW
SEGMENTATION
 Airtel segmented into circle METRO,A,B &C.
 Individual lifestyles.
 Youth age[15-35]
 Senior citizens
 Women
 Frequent travellers
 Corporate houses
 Elite groups.
 Up market professionals
 Entrepreneurs
 Low income masses.
 Youth
 Women & senior citizens
 Power to keep in touch [1995-1998].
 Touch tommorow [1999-2001].
 Live every moment [2002-2003]
 Express yourself.[2008 onwards].
 TOWS MATRIX
Strengths Weakness
Market leader Outsourcing of core
Strong brand image systems
Largest telecom player No margins
Opportunities SO ANALYSIS. WO ANLYSIS
Rural sector Customosed schems for Penetrate in rural to
Current tele density still low rural. improve margins.
Bharti infratel-cutting down Use brand image to improve Proper review different
cost in rural. teledensity. segments.

Threats ST ANALYSIS WT ANALYSIS.

Falling ARPU.
Economic condition
Intense competetion
Ever changing business
enviornment.
Provide different tariffs ,i.e Carry out more of market
increase no.of choices research to identify new
First mover advantage to oppertunities.
counter BE.
STEP 3
How Do We Get
There?
Airtel Pre-paid
Airtel Post-paid
Blackberry Wireless Handheld
Value Added Services (VAS)
DTH Services
 Airtel broadband and Wireless internet
Customer based pricing strategies.
Flexible pricing mechanism
Controlled by TRAI.
It has wide and extensive presence
even in the remotest areas
Airtel Customer Care Touch Points
Distributors like e.g. Pan shops,
grocery stores, chemists, outlet etc.
Promotion
Large scale print and video
advertising.
Big celebrities like SRK and Sachin
are roped in to endorse the product
because it .
In 2002 Airtel got its Signature tune
from A.R. Rahman, this signature tune
is the most downloaded tune in India.
Provides innovations such as
Bollywood movie premiers, music
services such as ring back tones &
many more.
Total Employees 25616( Bharti
Airtel consolidated)
Dedicate and passionate
workforce.
One of the best customer support.
Have won 2nd Best employer
award in 2004.
Process for services is
very easy and customer
can avail it very easily.
121 is the customer

support no. which can be

dialed from anywhere in
India.
Branding Of Airtel
 Live every moment Express Yourself

Co-Branding
 CONCLUSION
The finalisation of the Zain deal by Airtel has proved that
they are not restricted within the boundaries of the country
rather they want to make there presence felt to the entire
world. Even after such a huge success and a huge customer
base it still believes that they have miles to go……

And thanks to our teacher for suggesting us to work

on this particular topic which helped us in getting a deep
insight into the telecom industry specially AIRTEL.
 Thank you..!

Express yourself