VISION & MISSION OF
AIRTEL
Group member name
Ramesh Sharma
Kamlesh Patil
Rounak Jain
Narendra Jain
Submitted to
Prof. Aslam
Type Public
Founded 1995 as Bharti Tele-Ventures
[2]
Founder(s) Sunil Bharti Mittal
Headquarter New Delhi, India
s
Key people Sunil Mittal
(Chairman) & (CEO)
Industry Telecommunications
Products Wireless
Telephone
Internet
Satellite Television
Revenue ▲ US$ 6.73 billion (2008)
Net income ▲ US$ 1.59 billion (2008)
Total assets ▲ US$ 12.28 billion (2008)
Owner(s) Bharti Enterprises
Website Bharti Group
Airtel
VISION
“To be globally admired for telecom
services that delight customers”
MISSION
Customer service focus
Empowered employees
Innovative services
Cost efficiency
BACKGROUND OF
One of India’s leading private sector providers of telecommunications services
The company was the first private operator to provide mobile services in all the
23 circles in India
The number of telephone subscribers in India increased to 494.07 Million
at the end of August-09 from 479.07 Million in July-2009, thereby
registering a growth rate of 3.13%. With this, the overall Tele-density in
India reaches 42.2
Total subscriber for airtel till aug. 2009 are107996533
The company complements its mobile, broadband & telephone services with
national and international long distance services. The company also has a
submarine cable landing station at Chennai, which connects the submarine
cable connecting Chennai and Singapore
BACKGROUND OF
Recent Highlights 2005-2006
• New structure created to take forward the corporate vision of making
Airtel the most admired brand by 2010
Manoj Kohli to be the President Of Bharti Airtel
Joint Presidents appointed for three independent SBUs – K Krishnan
(Broadband & Telephone Services); Vinod Sawhny (Enterprise Services)
and Sanjay Kapoor (Mobility)
Airtel Management Board Chaired by Manoj Kohli to consist of three Joint
Presidents and Sarvjit Dhillon (Director -Finance & Business Integration), Jai
Menon (Director IT & Innovation), Hemant Sachdev (Director, Marketing &
Communication), Don Price (Director, Networks) for Bharti Airtel.
MARKETING VALUE
Matching Demand to Supply
Just in Time Marketing
Consumer win win approach
Customer first thinking
Market creation
Trust & empathy
MARKETING PROCESS
& COMMUNICATION
INTERACTIVE
Point of need
Communication
Personalization
Interactive
Conversations
MARKET ANALYSIS
Customer delight
Measuring customer satisfaction, channel satisfaction, walk in
feedback score
Marketing performance
Brand performance
CONSUMER APPROACH
Anticipates customers needs
Transparent in dealing with customers
Attending the problems of the customer before one’s own
Creates energy & excitement at work
Goes beyond tasks to attend the emotional needs of people
GSM Market Share
Bharti
2.9% 2.6%
2.8% 4.0% 27.9% BSNL
5.2% Hutch
Idea
11.2%
BPL
Spice
Aircel
Reliance
19.3% 24.0%
MTNL
MARKET SEGMENTATION & POISITIONING
BASES OF SEGMENTATION
Geographical segmentation
Demographic segmentation
Behavioral segmentation
POSITIONING OF
A decade ago, Airtel positioned itself as an aspirational
& lifestyle brand.
The target customer was clearly defined: elite upmarket,
professionals & entrepreneurs.
Airtel’s power trip : logo was black with tagline “power to
keep in touch”.
power to keep in touch
Airtel brand then aimed at leadership, be it in innovation,
network, offering or service.
Tagline indicated it: “Airtel celebrates the spirit of
leadership” & The first choice of corporate leaders”.
In 1999, communication changed from “power” to “Touch
tomorrow”.
Touch Tomorrow
In 2002-2003 it was changed to “Live Every Moment”
In 2003, Airtel adopted the “ Express Yourself “ positioning
which is also its current tagline.
BRAND IMAGE
Aggressive market expansion
Functionality & Efficiency
Physical presence
People’s emotions
BRAND MANAGEMENT
Unlocking consumer
scarcities
One to one, one to many
relationships
Need for a trusted partner
Consumer outsource
NEW PRODUCT DEVELOPMENT
Towering strength
Meet requirement
Developing applications
MARKETING ENVIRONMENT
Aim:- To create, capture n deliver value.
They introduce cutting edge marketing management
which involves thinking & provide framework & strategies.
Emphasize market leader.
Cross cultural negotiation.
Pricing policy
Dynamic Pricing
Multiple pricing Points.
Value addition to customer.
Freedom of choice.
MARKETING REVERSE
SYSTEM
Process Organization
Mass Customization
Sector Destruction
Integrated Solutions
Integrated Business Design
Consumer Spaces
Social Responsibility
