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Assignment
On
Submitted by:-
Vailankanni D’souza
MMS SEM I
Roll no. 12
INTRODUCTION
Industry Profile
A midst all the talk of slowdown in the Global world, telecom is one sector that has had a
fairly good year in terms of subscriber additions and revenue growth in 2009. However, even
as this gives some reason to cheer for the telecom incumbents, there are a few trends in key
metrics of the companies that suggest increasing pressure on margins. After the
telecommunication policies were revised to allow private operators, companies such as Bharti
Telecom, Tata Indicom, Reliance MTNL, Idea, Vodafone and BPL have entered the space as
Major Operators in India.
COMPANY PROFILE
Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services
providers with operations in India and Sri Lanka. Bharti Airtel since its inception has been at the
forefront of technology and has pioneered several innovations in the telecom sector.
• The largest wireless service provider in the country, based on the number of customers
as of September 30, 2009.
• Offers an integrated suite of telecom solutions to our enterprise customers, in addition to
providing long distance connectivity both nationally and internationally. We also offer DTH
and IPTV Services.
• The company also deploys, owns and manages passive infrastructure pertaining to
telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of
Indus Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive
infrastructure services in India.
• With effect from April 24, 2006, the name of the Company has been changed from
Bharti Tele-Ventures Limited (‘BTVL’) to Bharti Airtel Limited.
Fact sheet
Name Bharti Airtel Limited.
AIRTEL:
Market
Airtel has targeted the bottom of the pyramid - C K Prahalad Concept
Market segmentation:
•Geographical segmentation – metropolitan & cities India
•Demographic segmentation - low & middle income group
•People age group of 20 to 28
Target market:
Positioning
• Creating brands
• Ads and promotion
Marketing mix
• Price-low price strategy
• Place-maximum outlets and service centers
• Product -varieties available for various group
• Promotion -various schemes for prepaid and postpaid
Marketing Strategy
Airtel strategy is to be leader in:-
Innovations
Network
Offers and Services
Strategy of making customers educated about the services like: -
1. “ What is roaming?”
2. “ What is coverage area?”
3. “ How to make international calls?”
Airtel adopted the product driven communication to make their
products successful in the market and also emotional communication to target younger
people.
Sales Promotion Use heavy sales Increase to build and Increase to encourage
promotion to entice maintain relationships brand-switching.
people to subscribe. with customers.
Brand Ambassadors:
• Famous celebrities: Shah Rukh Khan, Sachin Tendulkar , A R Rehman,
Kareena Kapoor, Saif Ali khan.
VODAFONE:
Market
Target market:
• Market from urban areas from middle and upper middle class families
• Youngsters in big cities
• Businessmen
Positioning: -
• “Where you go the network follows you” by Hutch, now Vodafone
• Ads and promotion
Marketing mix:
• Price-low price strategy
• Place-maximum outlets and service centers
• Product -varieties available for various group
• Promotion -various schemes for prepaid and postpaid
Marketing Objectives
Vodafone says that they want to be the top mobile service provider of India by
the end of the year 2010
Marketing Strategy
• Our strategic objective is Innovate and delivers on our customers’ total
communications needs.
• Vodafone, too, needed to educate consumers about cellular telephony: -
− Can I call STD?
− Can I use my phone in a lift?
− What is airtime?
• Vodafone also communicates regularly with its customers to keep them well informed
of the benefits of all Vodafone products.
• Hutch, as a brand, always tried to connect with consumers in a simple, honest and real
manner,
• The “The Hutch pug.” and the actor Irfan Khan were retained for the brand
promotions.
While Vodafone - a younger and fun brand. Zoozoo enters market
• ZooZoo, small pseudo-animated character with big egg-shaped head, round belly but
extremely thin arms and legs, the new brand ambassador of Vodafone, has created a furor
in the advertising industry. Zoozoos have been successful in giving Vodafone a makeover
and establishing maximum brand presence.
AIRTEL:
Human resource:
Airtel values its human resources and its HR policies are aimed at targeting and retaining best
talent in the industry.
• A family-day at office, half day leave for birthdays, gifts for anniversaries,
compulsory 10 days off, festival celebration with family, no official meetings on
weekends, five day weeks, concierge services, call center engagement programs etc.
These “care” policies and practices are applied across the organizational levels without
any discrimination
At Bharti Airtel, the ‘Mantra’ for employee delight focuses on 5 Ps – People, Pride, Passion,
Processes and Performance.
• Bharti Airtel offers a flexible compensation structure to its employees wherein the
employees have the flexibility to structure their fixed component of their compensation
according to their requirements within the ambit of legislation.
• Performance Linked Incentive (PLI) schemes are linked with the variable component
of our compensation structure. This component is linked to both the individual
performance against his/ her set KRAs (Key Result Areas) and the overall performance of
the business entity that an employee belongs to.
• The mechanisms like Performance Management System (PMS) and Talent
Management Process (TMP) are the key sources of identifying the training needs of the
employees and check to competency levels for promotion.
Formal job description documents Helped in communicating to each of the employees about
issued our expectations from them, and established role clarity
‘open house' conducted Departments and HR takes up individual grievances
Family group meetings Where in issues other than those related to work are
discussed.
HR interface Every member of the HR department has been assigned two
departments each to discuss and sort out all HR, personnel
and administration issues.
HR Intranet Provides information on HR policies, organisational
structure, training calendar and the house journal.
VODAFONE:
Human resource:
This policy applies to All Employees in Vodafone subsidiaries and Joint Ventures with an
interest of 50% or more..
The Policy
• It is the policy of the Board of Vodafone Group Plc that the human resources teams
will develop and maintain effective terms and conditions of employment and ensure that
they are applied equitably and consistently and communicated effectively.
• It is each Local Company Chief Executive Officer responsibility to implement
procedures to enable employees who believe they have suffered unfair treatment at work,
to have their concerns investigated promptly and objectively.
• It is the responsibility of each local HR director to put measures and procedures in
place and communicate them appropriately to ensure the above objectives are met.
This policy applies to All Employees in Vodafone subsidiaries and Joint Ventures with an
interest of 50% or more.
The Policy
• It is the policy of the Board of Vodafone Group Plc to ensure that all recruitment
activities are fair and non-discriminatory and both identify and address individual
development needs, potential and opportunities. Recruitment should also recognize the
opportunities, initiatives and changing skill profiles throughout the Group.
• Each company will implement programmes to ensure employees will receive
continuous training in respect of induction, leadership, professional and personal
development on any existing or new role.
• It is the responsibility of the Local Company Chief Executive Officer to put in place
policies and procedures and communicate them appropriately to ensure the above
objectives are met.
People
Organisation changes
Vodafone changed the shape and size of its organisation during the 2009 financial year to
accommodate growth within the business as well as to create a leaner, more agile structure
with clearer reporting lines and accountabilities across the Group.
Steps Benefits
Equal opportunities and diversity - offers • 13% of senior employees and three
equal opportunities for all aspects of operating company CEOs are female.
employment and advancement regardless of • 23 nationalities are represented in top
race, nationality, sex, age, marital status, management bands.
disability or religious or political belief.
People with disabilities are assured of full Modifications to workplaces are made to
and fair consideration for all vacancies provide access and therefore Job opportunities
for the disabled.
Every effort is made to continue the Via job design and the provision of additional
employment of people who become disabled facilities and appropriate training.
CONCLUSION
• Bharti Airtel speedy activity is one of its best attributes that has made it gain an
international status across the world. It is always updated with the latest data and is
highly competent. Quality remains the prime concern and is maintained strictly by
the team.
• Vodafone sets a perfect example of a well-laid out marketing strategy, Zoozoo
captured attention of nearly two billion people during the IPL. People eagerly
waited for breaks between matches to see more stories about Zoozoo.
• Bharti Airtel concentrates more on Innovation and Product Development e.g.
IPTV Services where as Vodafone is known for its Customer Service.