Airtel uses mix of segmentation strategies to segment its offerings like basic Call /SMS plans, prepaid / Post-paid plans, VAS – Data, caller tunes etc

1. Presented By : Priyanka Das

2. Overview
 Introduction
 Background
 Financial Status
 Key Persons
 Mission and Vision
 Product offers
 Marketing Strategy
 Competitors
 SWOT analysis
 Jio effect
 Current scenario
 References

3. Introduction
 Founded : 7th July 1995
 Parent company : Bharti Airtel Limited
 Founder : Sunil Bharti Mittal
 Headquarter : New Delhi
 Area Served : India, Sri Lanka, Bangladesh ,Africa and
18 countries
 Endorser : Sasha Chhetri
 Tag line : India’s fastest 4G network
 Positioning : Aspirational and lifestyle brand offering
excellent telecom service
 Website : www.airtel.com

5. Background
Airtel has its roots in bharti telecom ltd.
 1984 : Sunil Bharti mittal started assembling push button
phones in India
 1990 : Bharti was making cordless phones, fax machines
and other telecom gear
 1992 : Bharti clinched a deal with the french telecom group
Vivendi
 1994 : The plan approved by the government
 1995 : He launched telecom services in Delhi under the
brand name AirTel

6. Background
 2000 : Bharti acquired control of Skycell Communications,
in Chennai.
 2004 : Becoming to the first operator in India, launched
Airtel theme song
 2008 : It emerged that Airtel was exploring the possibility
of buying the MTN Group(South africa based
telecommunication company)
 2009 : Airtel launched its first international mobile network
in Sri Lanka

7. Financial Status
 Market share : 24.32%
 Market size : 66.54 million subscribers
 Brand Value : 350.44 Billion INR
 Brand Equity : 708 Billion INR
 Total Asset : 2248 Billion INR
 Profit : 54 Billion INR
 Operating Income: 341 Billion INR
 Share price : 379 INR

8. Addition to the Airtel

9. Key persons
 Founder : Sunil Bharti Mittal
 MD and CEO : Gopal Vittal
 Independent Director : V.K.Viswanathan, Ben
Verwaayen, Craig Ehrlich, D.K.Mittal, Obiageli Ezewesili,
Shishir Priyadarshi
 Non –Executive Director : Chua Sock Koong, Sheikh
Faisal Thani AL-Thani, Rajan Bharti Mittal, Tan Yong
Choo

10. Sunil Bharti Mittal

11. Mission and Vision
 Mission :
Hunger to win customers for life
 Vision :
Our vision is to enrich the lives of our customers.
Our obsession is to win customers for life through an
exceptional experience.

12. Product offers
 2G,3G and 4G wireless services
 Mobile commerce
 Fixed line services
 High speed DSL broadband
 IPTV
 DTH
 enterprise services including national & international long
distance services to carriers

13. Marketing Strategy
 Airtel uses mix of segmentation strategies to segment its
offerings like basic Call /SMS plans, prepaid / Post-paid
plans, VAS – Data, caller tunes etc
 Airtel has targeted the generation Z of 15-25 ages
 Airtel is always known for its innovation and some of its
products were Airtel live, Hello tunes, My Plans, M-check
are pioneer strategies & the list is never ending.

14. Competitors
 Reliance
 Idea
 Vodafone
 Aircel
 MTNL
 BSNL
 Telenor

15. SWOT Analysis
OPPORTUNITIES
Strategic Partnership
Market Development
Value Added services
Long term evolution or 4G
STRENGTH
Renowned Telecom company
High Brand Equity
Extensive infrastructure
Strategic Alliances
Torchbearer of the telecom
Industry
WEAKNESSES
Outsourced Operations
Venturing into African
operations
High Debt
THREATS
Government Regulatory
Framework
Competition
Mobile number portability

16. Jio Effect
 Announced free voice calls across India bundled with 300
MB of 4G data at Rs145.
 Growth rates have fallen from over 50% just a year ego
 Profit decline by 5.3% and 9.5%
 Bharti Airtel’s mobile broadband customer base fell by
8.8% sequentially to 37.7 million customers.
 Voice revenues fell 4.4% compared to the seasonally weak
September quarter. They have declined nearly 8% in the
past two quarters.
 Airtel losses its market share by 8455 crore

17. References
 https://en.wikipedia.org/wiki/Bharti_Airtel
 http://www.livemint.com/Money/ggQhHdQSd5V3aEl0kE4
hbL/Reliance-Jio-impact-Airtels-Q3-results-are-bad-
enough-but.html
 http://www.marketing91.com/swot-analysis-of-airtel/
 https://successstory.com/companies/bharti-airtel
 http://www.moneycontrol.com/india/stockpricequote/teleco
mmunications-service/bhartiairtel/BA08