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PROFILE
 largest cellular service provider in India, with
more than 110 million subscribers
 world's third-largest mobile operator

 Bharti Airtel has 24.3% customer market share
and 33.8% revenue market share
 Known for Services
• First cellular operator to set up cellular showrooms
‘Airtel Connect’.

AIRTEL (BHARTI AIRTEL LTD.)

 Incorporated on July 7, 1995 for
promoting investments in telecommunications services.

 It is the largest telecommunication service provider in India.
It has 44.6 million mobile and5.4 million fixed line
customers

 Bharti is the leading cellular serviceprovider, with a
footprint in 23 states including all metros and more than 50
million satisfied customers.

PRODUCTS:-

 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 Tele Ventures 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.

Services
• Airtel prepaid and Airtel postpaid
• Fixed line and WLL service
• Strong Network Coverage
• 24 hrs customer care services
• Instant Balance and Validity Enquiry
• SMS (Short Messaging Service)
• MMS (Multi-media Messaging Service)
• Airtel Live! WAP Services
• Hello Tunes
• Missed call alert

MARKET TARGETING
 Airtel has targeted the upper class and middle class
people.

 The reason is that only they have the value time and have
the paying capacity. It Is also planning to target the
business tourists during their stay in India
About 60% of the clients are top executives of corporate
houses. About 15% are foreign organisations and the rest
are professionals students and small businessmen.

MARKETING STRATEGY ADOPTED BY
BHARTI
 Bharti has spent a considerable amount on advertising
its mobilephone service, besides print advertising, the
company had put up large no of hoardings around the
country.
 The objective behind designing a promotion campaign
for the ‘Airtel’ services is to promote the brand
awareness and to build brand preferences. It is trying to
set up a thematic campaign to build a strongerbrand
equity for Airtel


 They are giving more importance to Network efficiency
and quality services

 Giving more importance to the customers and their needs

 PRICE AND PRICING POLICY

AIRTEL has realised that the Indian market is price sensi
tive. Therefore they come up with various innovative
tariff schemes to take needs of different category of
customers-Generally, the cellular services are more
expensive than the landline based telephone services.

COMPETITIVE SITUATION

 Airtel launched its services before Essar and skimmed th
e market picking up the bulk of the high usage premium
clients.

 This is a very competitive industry with
the two companies differentiating either on value-added
services or price. Airtel is perceived as the high quality
provider and has a premium image

PRODUCT
 Airtel Pre-paid
 Airtel Post-paid
 Blackberry Wireless Handheld
 Value Added Services (VAS)
The different value added services provided by Airtel
are-
 Instant Balance Enquiry
 24Hr recharge Facility
 Caller line identification
 Call divert, Call wait & Call Hold
 Multimedia messaging service (MMS)
 Airtel Live Portal
 SMS based Information Service

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 Hello Tunes & Ring Tones
 Voice Mail Service
 Easy Post-paid bill collection
 Gifting of Ring Tones & Hello Tunes
 GPRS

 Business Solutions

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.
 Advertisements in regional language with emotional
touch

RECENTLY LAUNCHED PROMOTIONAL
ACTIVITIES

PEOPLE
 Total Employees 25616( Bharti Airtel
consolidated) as per Q3 08.
 Dedicate and passionate workforce.

 One of the best customer support.

 Have won 2nd Best employer award in 2004.

PROCESS
 Process for services is very easy and customer
can avail it very easily.
 121 is the customer support no. which can be
dialed from anywhere in India.


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Airtel

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