The marketing plan aims to make Airtel the most admired brand in India by 2010. It analyzes the telecom industry backdrop and Airtel's strengths, weaknesses, opportunities and threats. Airtel aims to dominate the wireless market by being the leader in products, services, market share, brand loyalty and customer satisfaction. The plan discusses market segmentation, targeting, positioning and growth strategies including expanding to rural markets. It proposes an integrated marketing communications program, customer relationship management, research strategy and contingency plans.

1. Marketing Plan - Airtel

2. Objective To develop a marketing plan for Bharti Airtel’smobile SBU

4. The telecom industry has been evolving with continuous development of new technology.

5. The typical Indian consumer has changed over the last few decades- exposed to a wide variety of goods and services and better quality services.

7. SWOT Analysis Bharti is well positioned in the market to exploit the opportunities for growth. Along side, there is threat from new entrants who may be able to position themselves better in non metro circles

8. Porter’s Five Forces Thus, the market for mobiles is highly competitive; though being the market leader Bharti wields some influence over its channel partners

9. Product Features Matrix

11. Segmentation Targeting & Positioning DOCOMO VodafoneAirtel Customer satisfaction Airtel Idea BSNL R. Comm Value-service Quality of service

17. Product Strategy MA R K E T G R OWT H MARKET SHARE

19. Growth Strategy EXISTING MARKET NEW MARKET EXISTING PRODUCT NEW PRODUCT

21. New Markets - Rural

22. Integrated Marketing Communications Program

25. Customer Relationship Management

26. Research Strategy

28. Recommendations

29. Contingency Plans

32. http://www.consultinghouse-international.com/images/consultinghouse_starting_something%20new.jpg

33. http://www.digitalproductionme.com/pictures/gallery/300x200/market%20growth.jpg

34. http://thenetsetter.com/blog/wp-content/uploads/Aug_2.jpg

35. http://library.ulster.ac.uk/images/consumer.jpg

36. http://snarkysmachine.files.wordpress.com/2010/08/thank-you-blackboard.jpg