PRESENTED BY

GROUP 8
ADITYA G TOSHNIWAL
RISHI GAUTAM
SHILPA GARG
SWATI SHIPRA
SYED KHAJA MOHIUDDIN
TONMAYA CHATURVEDI
VIGNESH G
VISHAL KUMAR MAHATO
 Introduction
ü Started in 1995…took 13-1/2 years to reach 100 million mark

ü Sixth largest integrated operator in the world after China Mobile, China Unicom,
China

Telecom, AT&T and Verizon

ü If Airtel customers were to form a single country, it would be 12ththe largest country
in

the world

ü India LARGEST private INTEGRATED telecom company in India

ü LARGEST WIRELESS operator in India

ü LARGEST TELECOM company listed on Indian Stock Exchanges

ü
 Mission
• “ We at Airtel always think in fresh and
innovative ways about the needs of our
customers and how we want them to feel.
We deliver what we promise and go out of
our way to delight the customer with a little
bit more”
 Subsidiary Companies
• Bharti Hexacom
• Bharti Comtel
• Bharti Aquanet
• Bharti Broadband
• Bharti Infratel
• Bharti Telemedia
• Bharti Airtel(UK, US, Canada, Hongkong, USA, Lanka)
 Airtel- SBU’s
Mobile


• Service across 23 circles

• 4676 census towns and 207327 non-census towns and villages
covering 59% of population
• Market share- 22.9%
• 85mn subscribers from 25m in Jul 2006


Broadband & Telephone Services (B&TS)



• Service across 94 cities across 16 circles

• 1.75 m voice and 0.59 m broadband customers
•
•
 Airtel- SBU’s contd.
 Broadband & Telephone Services (B&TS)

• Service across 94 cities across 16 circles

• 1.75 m voice and 0.59 m broadband customers

 Enterprise Network
 -Carriers

• 49000 kms of fiber

• Submarine cable landing station at Chennai

• Association with SEA-ME-WE-4 with 15 more operators

•

 Subscriber Growth
Group Company wise % market share - Nov'2008
Sr, No. Name of Company Total Sub Figures % Market Share

1 Bharti Airtel 8,29,20,593 33.25%

2 Vodafone Essar 5,87,64,164 23.57%
3 BSNL 4,04,87,511 16.24%
4 IDEA 3,28,09,720 13.16%
5 Aircel 1,53,75,258 6.17%
6 Reliance Telecom 95,82,695 3.84%

7 Spice 37,05,894 1.49%

8 MTNL 38,21,277 1.53%
9 BPL 18,82,324 0.75%
All India 24,93,49,436 100.00%
 TARGETING
• Elite
• Up market professionals
• Entrepreneur with business plans
• Low income mass category
• Youth
• Women and senior citizens by post paid connection

•
 Sales forecasting
Method: Moving Average Method
Year Net Sales
2004-05 7903.03
2005-06 11231.47
2006-07 17851.60
2007-08 25703.51
2008-09 34014.29

Sales Forecast for 2010=19340.41 cr.

 Sales forecasting
Ratio Method
Year Net Sales
2004-05 7903.03
200506 11231.47
2006-07 17851.60
2007-08 25703.51
2008-09 34014.29

Sales Forecast=Actual Sales*( Actual Sales of this

year/Actual Sales of past year)

Sales Forecast for 2010= 45012.21 Cr.

Sales Budget
 Airtel- SIPOC PROCESS

Supplier Input Process Output Customer

Customer importance
GSM Services Public
Intel Network Infrastructure
Technology VAS Services Corporate
Cisco Spectrum
Fixed lines Business
IBM Technology Competitive Position
Broadband SME’s
Apple Finance
Capable Supplier DTH Institute
India Times Licenses
IPTV
START
Relationship Management
Relationship Management process includes the following
steps.
Supply Chain Management
Ø The Supply Chain (SCM) function has been created with a mandate to
develop partner relationships to maximize mutual opportunities for
growth and profitability.
Ø Bharti Airtel's Supply Chain Philosophy is partnership and
collaboration.
 DISTRIBUTION
• Focus on maximizing revenues & margins.
• Offer multiple telecommunications services to provide
customers with ‘one stop shop’ solution.
• Capture maximum telecommunication revenue
potential with minimum geographical coverage.
• Focus satisfying & retaining the customers by ensuring
high level of consumer satisfaction.
 DISTRIBUTION NETWORK
• Karnataka Circle
ü 18 Airtel Connect shops
ü 51 Airtel Points & 185 Sub-Dealers,
ü For Pre-paid cards 32 distributors, 4380 Retailers, 4 Company
Sales People & 225 Corporate Sales Agents.

ü Delhi, AP, Chennai, HP, Kolkata- Circles.

 MATCH BOX STRATEGY

“It is about making available Airtel

recharge cards wherever match boxes
could be found”
 SALES QUOTAS
• For Prepaid connections in all of the circles, distributors &
franchisees, are remunerated a fixed amount, approximately
20% & 15% respectively, of the value of the card sold to
the customer.

• For Pre-paid recharge coupons,the distributors & franchisees

receive approximately 7% of the value of the coupon sold.

• For Post-Paid connections in all their circles,the rates may

increase upto 100% of base commissions on meeting
quality & quantity targets.
 PEOPLE
q Recruitment
 Campus & consultancy
 Selection is done through interviews.

qT&D
 Training imparted as per the need.
 Motivation

q Salary
 60% (fixed)+ 40% (variable).

 AIRTEL ADVERTISEMENT
• Airtel basically uses two appeal to connect to
the users
– Emotional
– Humorous

• Total advertising budget of Airtel is Rs. 150

crore
 “Touch tomorrow”
• New campaign launched to facilitate entry into new markets
• Started to capture mass market
• A new logo for Airtel- Red , black and white colors with ‘Airtel’
enwrapped in an eclipse.
• Logo indicated core value of the brand: leadership, performance
and dynamism
•
 SALES PROMOTION
• “Friendz” pre-paid plan
• “Ladies special” plan
• “Senior citizen” plan
 Youtopia
• Special tariff plan for youth- Youtopia
• Reduced tariffs, access to cell phones
• 14-19 years of age
• Expand customer base (limited to the older age groups till now)
• Deviation from earlier positioning for older people symbolizing
dignity and power
• Re 0.25 for 30 seconds- night!, special bidding
 portal, music download facilities, SMS at
 affordable prices
 PUBLICITY AND EVENTS
Sponsored events


• Delhi half marathon

• Delhi golf tournament
Sponsored TV shows


• Big Boss
• KBC
• Indian Idol
 OUTCOME OF THE CAMPAIGN
Group Company wise % market share - Oct’2008
Sep'2008
Sl. Name of Total Sub % Market Total Sub % Market
No. Company Figures
Share Figures Share
1 Bharti Airtel 77479215 33.16% 80199747 33.18%
2 Vodafone 54624809 23.38% 56703506 23.46%
 Addition of
Essar
3 BSNL 39166943 16.76% 2.7
39811109 16.47% Million
4 IDEA 30380163 13.00%
5 Aircel 13878243 5.94%
31582937 13.07% customer
6 Reliance 9206127 3.94%
14659298 6.06% s in a
7
Telecom
Spice 3599744 1.54%
9582695 3.96% month
8 MTNL 3677782 1.57% 3637129 1.50%
9 BPL 1663904 0.71% 3743879 1.55%
All India 233676930 100.00% 1807902 0.75%
241728202 100.00%
 CONCLUSION

ü Plans to reach 200 million users in the next 2-1/2

years
ü Next phase of growth will come from Rural
India which is still under penetrated
ü MNP and 3G will also act as catalyst in spurring
further growth
ü
 THANK
YOU