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ON
BHARTI AIRTEL LIMITED
CONTENTS
Executive Summary
Introduction
History
Change in Brand Logo &
Taglines
Objectives
Mission
Company Overview
Subsidiary Company
Organisation Structure
Strategic Business Unit
Market Share of Airtel
Subscriber Trend & Growth
Competitors
Business Partners & Partners Role
Marketing Mix
Value Chain Strategy
Financial Analysis
Company's Revenue
Company's Working Capital
Analysis
Company's Advertisement
Expenditure
Revenue from Value Added
services
Marketing Analysis
Porters generic Strategy
BCG Matrix
5-Force Model
SWOT Analysis
Awards & Recognitions
Research Methodology
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EXECUTIVE SUMMARY
INTRODUCTION
Bharti Airtel Limited formerly known as Bharti Tele-Ventures LTD
(BTVL) is an Indian company offering telecommunication services
in 19 countries. It is the largest cellular service provider in India,
with more than 141 million subscriptions as of August 2010.
Bharti Airtel is the world's third largest, single-country mobile
operator and fifth largest telecom operator in the world with a
subscriber base of over 180 million. It also offers fixed line
services and broadband services. It offers its telecom services
under the Airtel brand and is headed by Sunil Bharti Mittal. Bharti
Airtel is the first Indian telecom service provider to achieve this
Cisco Gold Certification. To earn Gold Certification, Bharti Airtel
had to meet rigorous standards for networking competency,
service, support and customer satisfaction set forth by Cisco. The
company also provides land-line 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.
HISTORY OF AIRTEL
In 2001, Bharti Cellular entered into a joint venture, Bharti Aqua net,
with SingTel for establishing a submarine cable landing station at
Chennai.
In the same year, 2002, ICICI Bank ties up with Bharti for pre-paid
mobile cards via ATMs.
'Express yourself
YEAR- 2003-2008.
SIGNIFICANCE
-- Express yourself' was successfully launched taking the
ownership of the entire space of communication and
strengthening the emotional bond Airtel enjoys with its customers
-- The masterminds behind the 'Express Yourself' campaign are
the joint vice-presidents: Mr. Prashant Godbole and Zarwan Patel.
COMPANY OVERVIEW
SUBSIDIARY COMPANIES
Bharti Hexacom
Bharti Comtel
Bharti Aquanet
Bharti Broadband
Bharti Infratel
Bharti Telemedia
Bharti Airtel (UK, USA, Canada, Hongkong, USA, Lanka)
ORGANISATION STRUCTURE
MARKET SHARE
SUBSCRIBER GROWTH
COMPETITORS
National Long Distance
BUSINESS PARTNERS
Outsourcing Deals
Vendors/Partners
Features/Advanta
ges
Network outsourcing
& maintenance
Ericssion
Ease in network
planning
Nokia siemens
network
Payments Linked to
-Usage & Network
quality
- Service level
agreement
Informational
technology
IBM
Passive
infrastructure
Bharti Infratel
Reduced capex
spend
Indus Towers
Increase focus on
sharing passive
Infrastructure
Call center
outsourcing
IBM Daksh
Mphasis
Enhanced &
Consistent customer
experience
Hinduja TMT
Aegis BPO
Common platform
across the group
Nortel
Partners Role
Service
Partners/Vendors
Role
Mobile services
Network Equipments
partners
IBM Daksh
Mphasis
Call center
operations
Hinduja TMT
Tele tech
Telemedia &
Enterprise services
Siemens
IT requirements
IBM
Nortel
Nortel
Equipments
suppliers
Group wide
technology
requirements
Call center
technology
requirements
OTHER ALLIANCE
In 2007, Bharti Airtel has entered into following major agreements
and alliances:
MARKETING MIX
PRODUCTS
Airtel Connections Postpaid
Airtel Connections Prepaid
Airtel Data Cards
Airtel Blackberry phones
* On 19 October 2004 Airtel announced the launch of a
Blackberry Wireless Solution in India. The launch is a result of a
tie-up between Bharti TeleVentures Limited and Research In
Motion (RIM).
Airtel I Phones
* As of 22 August 2008, the Apple iPhone 3G is available in
India on Airtel and Vodafone.
Airtel Digital TV
* On 9 October 2008, Airtel joined the DTH bandwagon in India
with Airtel Digital TV, a Direct-to-Home Television service
SUBSCRIBER BASE
The Airtel subscriber base according to TRAI - Telecom
Regulatory Authority of India as of February 2009 was:
Delhi - 4,671,177
Mumbai - 2,791,963
Madhya Pradesh - 7,690,609
Gujarat - 3,981,660
Andhra Pradesh - 8,892,353
Karnataka - 9,820,812
Tamil Nadu - 6,003,040
PRICE
Customer based pricing strategies.
Flexible pricing mechanism
Controlled by TRAI.
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.
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. Rehman, 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.
PHYSICAL ENVIRONMENT
INNOVATION
competitors
Capable Suppliers-
Start-
CORPORATE CUSTOMERS
Hathway Internet gateway. National Long distance services.
EFD Corporation Raymond
Bajaj Allianz
Mphasis
Wipro
IBM Daksh
Large Stock Broking Company
FINANCIAL ANALYSIS
Wireless Customer market share leadership at 24.7 %.
Total minutes on network carried in Q3 143 billion.
Total employee strength 25,553.
Balance sheet strength :
Assets - $ 12 billion
MARKETING ANALYSIS
TARGET CUSTOMERS
Up market professionals
Entrepreneur with business plans
Low income mass category
Youth
Women and senior citizens by post paid connection
PORTER GENERIC STRATEGY
NARROW
MARKET
BROAD MARKET
E.g.: AIRTEL
UNIQUENESS
COMPETENCY
LOW COST
COMPETENCY
?- RETAIL
INSURANCE
MARKET GROWTH
LOW
5-FORCE MODEL
COW- MOBILE
SERVICES
MARKET SHARE
HIGH
MARKET SHARE
LOW
Bibliography
www.trai.gov.in
www.airtel.in
www.wikipedia.com/airtel/
www.airtel-broadband.com
www.google.com