A Strategy of Airtel in response to

Glocalization

Harsh Agarwal
Roll No. – 56
Glocalisation = Globalization + Localization
 VISION AND PROMISE STATEMENT

 “By 2015 airtel will be the most loved brand, enriching

the lives of millions.”
Enriching lives means –
 putting the customer at the heart of everything.
 meet their needs based on deep understanding of
their ambitions.
 SWOT ANALYSIS

STRENGTHS

 Is a leading global telecommunications company.

 Operating in 19 countries across Asia and Africa.
 Offers mobile voice & data services, fixed line, high
speed broadband, IPTV, DTH etc.
 Has been ranked among the six best performing
technology companies in the world by business
week.
 Huge subscriber base of about 200 millions.
WEAKNESSES

 Until recently Airtel did not own its own towers,

which was a particular strength of some of its
competitors such as Vodafone Essar.
 Airtel has not pulled off a deal with South
Africa’s MTN.
 Outsourcing almost everything.
OPPORTUNITIES

 Airtel digital TV brings the ICC Cricket World Cup

2011 in High Definition.

 Sony India and Airtel digital TV come together to

expand the Flat panel TV viewing opportunity this
cricket season.

 Airtel won 3G spectrum in 13 circles: Delhi, Mumbai,

Andhra Pradesh, Karnataka, Tamil Nadu, U.P., W.B.
etc.

 Bharti Airtel completed a deal to Zain Telecom’s

businesses in 15 African countries for $10.7 billion.
THREATS

 Vodafone earlier owned some stake in the Airtel

business sold it back and invested in Hutchison Essar.

 The changing pace of the global telecommunications

industry could tempt Airtel to go along the acquisition
trail which may make it vulnerable if the world goes into
recession (South Africa's MTN in May 2008).

 Target for the takeover vision.

 REBRANDING STRATEGY OF AIRTEL

 Our unique symbol is an interpretation of the ‘a’ in

airtel.

 The curved shape & the gentle highlights in the red

color make it warm & inviting, almost as if it were a
living object.

 Represents a dynamic force of unparalleled energy

that brings us and our customers closer.

 All lowercase is our recognition for the need for

humanity.

 Red is part of our heritage. It is the color of energy

& passion.
 REBRANDING STRATEGY (Contd….)

 On November 23, 2010, Airtel's Africa

operations were rebranded to ‘airtel’.

 Sri Lanka operations on November 28, 2010

and on December 20, 2010, Warid Telecom in
Bangladesh rebranded to ‘airtel’.

 A new version of the song was released on 18

November 2010 composed by A.R. Rahman.
MY VIEW
THANK YOU