Bharti Airtel is India's largest telecommunications services provider with over 220 million subscribers across its mobile, broadband, and enterprise services. It faces competition from other major players like Reliance, Idea, Vodafone, and public sector providers BSNL and MTNL. Airtel has a 28% market share of India's GSM subscriber base. It has strengths in its nationwide network footprint and strong brand recognition, but also faces threats from new low-cost entrants and market saturation. The document analyzes Airtel's competitive position and provides recommendations around rural marketing, advertising, and product development.

1. Submitted by,
Mabin P. Varughese
S2 MBA , Avishkar
MACFAST
Competitive Analysis
Of
Marketing Assignment

2. Assignment Question
• You are a consultant and have been hired
by Airtel to conduct a competitive analysis?
Prepare a Report?

3. Bharti Airtel Limited Competition
 Bharti Airtel is a leading alternative provider
of telecommunications services in India .Among the top ten global
carriers offering services in about 20 other countries, particularly in
Africa.
 Through subsidiaries, the company operates three business units:
 Telemedia Services (broadband and telephone),
 Enterprise Services, and
 Mobile Services.
 The Enterprise Services group aids both long-distance carriers
and corporate clients.
 Bharti Airtel has more than 220 million mainly
mobile subscribers.
 It provides digital television service for 5 million in India.
 The company is a unit of Bharti Enterprises, a conglomerate with
interests in financial services, food, and retail, besides telecom.

4. S.T.P
• Segment
Elite class of people; Corporates
• Target Group
Elite class above 25 years age; YUPS(Young
Upward Professionals)
• Positioning
Aspirational and lifestyle brand; Premium
category

5. Analysis
Strength
1. Largest cellular service provider in India, with over 164.61 million
subscribers at the end of April 2012
2. Largest Telecom operator in the world with 207.8 million subscribers
across 19 countries at the end of 2011
3. Only Indian operator, with VSNL, that has an international submarine
cable
4. High brand visibility
5. Strong advertising with celebrity brand ambassadors.

6. Weakness
1. Price competition from BSNL and MTNL
2. Untapped Rural Market.
Opportunity
1. Fast expanding cellular market
2. Latest and low cost technology
3. Untapped rural market
Threats
1. New entrant's low price offering
2. Saturation point in Basic telephony service
3. Mobile Number Portability

7. Top Competitors for Bharti Airtel
Limited
1. Reliance
2. Idea
3. Vodafone
4. Tata Docomo
5. Aircel
6. MTNL
7. BSNL

8. GSM Subscriber Base
Sr. No. Company No. Of Subscribers (In Mn) % Market Share %Growth Service Areas
April‘12 May‘12 April‘12 May‘12
1 Bharti 20.68 21.86 28.67 29.03 5.71 23
2 BSNL 17.59 18 24.39 23.91 2.33 21
3 Vodafone 16.06 16.77 22.27 22.27 4.42 16
4 IDEA 7.64 8.06 10.59 10.71 5.50 11
5 Aircel 2.83 3.02 3.92 4.01 6.71 7
6 Reliance 2.01 2.16 2.79 2.87 7.46 8
7 Spice 1.98 2.03 2.75 2.70 2.53 2
8 MTNL 2.02 2.1 2.80 2.79 3.96 2
9 BPL 1.31 1.29 1.82 1.71 -1.53 1
TOTAL 72.12 75.29 100.00 100.00

9. Market challengers
1. Vodafone
2. BSNL
Followers
1. Idea
2. Reliance
Nichers
1. Aircel
2. Docomo

10. Competitive Strengths
Businesses
Bharti Tele-Ventures current businesses include -
• Mobile services
• Fixed-line
• National and international long distance services
• VSAT, Internet services and network solutions
• Broadband services with DSL and Wi-Fi network .

11. Bharti Tele-Ventures believes that the following elements will contribute
to the Company's success as an integrated telecommunication services
provider in India and will provide the Company with a solid foundation
to execute its business strategy:
 Nationwide Footprint
 Focus on industry trends and capitalize on new
telecommunications-related business opportunities.
 The strong brand name recognition and a reputation.
 The Company's strong relationships with international strategic and
financial investors.

12. Ideas For Product Development more
than other network
• Provide vast range of products
• Should try to Focus more on Rural marketing
• Should try to focus more on Advertisement's

13. Conclusion
 The conclusion is that AIRTEL’s Advertisement has a major impact on
its users.
 AIRTEL had created a very good image on the mind of the new users
of cellular service. AIRTEL is successful in capturing the highest
market share by adopting Celebrity Endorsement .
 Strategies Adopted by Airtel :-
Supply chain , Market division, Department of products ,
Vast Product Range , Mind Blowing Advertisements.
 But in students it isn’t a popular one because there isn’t much
attracting schemes and offers for the youth .

14. Thank You