PROJECT REPORT ON

“Marketing Plan of Bharti Airtel”

Submitted to-Mrs.Poonam Sharma

Industry Mentor-Mr Vinay Ahuja(TSM)

Submitted by

Vishal Jamwal PGSF 1658

Ashish Kumar PGSF 1614

Medha Gupta PGSF 1626

Shikha Chaudhary PGSF 1647

Rishabh Tyagi PGSF 1638

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ACKNOWLEDGEMENT

We wish to express sincere gratitude to MR.Vinay Ahuja,Territory Sales Man-

ager for providing us an opportunity to complete our marketing plan project in

“BHARTI AIRTEL”.

I Sincerely thank Mrs.Poonam Sharma for their guidance and encouragement in

carrying out this project work .I also wish to express my gratitude to the offi-

cials and other staff members of Bharti Airtel who rendered their help during

the period of our project work.

I also thank Director of Jaipuria Institute Of Management , for providing me the

opportunity to embark on this project.

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TABLE OF CONTENTS

1 Executive Summary 32 Current Market Situation 4 A Market description B Product Review C Competitive Review D Channel and logistic Review E SWOT Analysis3 Objective and Issues 10 4 Marketing Strategy 11 A Positioning B Pricing Strategy

C Distribution Strategy D Marketing communication Strategy E Market Research F Marketing Organization

5 Action Plan 13 6 Budget 147 Control 158 Exhibit 17

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1. Executive Summary

Bharti Airtel Limited is a leading global telecommunications com-pany with operations in 18 countries across Asia and Africa. Head-quartered in New Delhi, India, the company ranks amongst the top 3 mobile service providers globally in terms of subscribers. In India, the company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed DSL broadband, DTH, enterprise services including national & international long dis-tance services to carriers. In the rest of the geographies, it offers 2G, 3G, 4G wireless services and mobile commerce. Bharti Airtel had over 363 million customers across its operations at the end of Septem-ber 2016.

In this report we have discussed about the target market . As you will see that Bharti Airtel is unlike any group before them , Due to instant access from the internet to the mobility . Airtel is also self expressive and confident about the service and quality it gives to the end cus-tomers .These all are important psychographic in terms while target-ing the market. It will be important to appeal their want to express themselves and to take customer feedback into consideration.

Airtel uses hybrid of ATL and BTL activities in order to promote their brand .This report would show the main vision ,goals and objec-

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tives that brings them on top among all the rivals in the same seg-ment.

2. Current Market Situation

A. Market Description

SEGMENTATION OF AIRTEL:

On the basis of Geographic variables:-

 Region wise:

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East Region (West Bengal, Assam, Arunachal Pradesh etc.)West Region (Gujarat, Rajasthan, Maharashtra etc.)South Region (Andhra Pradesh, Karnataka, Kerala etc.)North Region (Punjab, Haryana, Himachal Pradesh etc.)Central Region (Madhya Pradesh, Chhattisgarh, Jharkhand etc.)

Targeting of Airtel: 

Age:

1) From age group  18 <  35As most of the people start using a mobile from the age of 18 so we may make a segment of a age group 18 to 35 as most of them will be students and remaining will be young professionals working in the in-dustry. So they need SMS plans for chatting and they also need cheap calling rates. We may provide the FRINDZ card to them.

2) 35 and aboveAs most of these group will be working and don’t use mobile for  SMS and chatting. So this group needs only the calling facility at a reasonable rate. This Group may continue using the general plan.

Income

PREPAID & POSTPAID:

Generally the mobile service providers plan their marketing strategies according to the prepaid market and postpaid market. So it basically depends upon the income of the consumer that whether he selects the prepaid or postpaid. Generally the consumers with low income choose prepaid and consumers with high income choose postpaid.

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Airtel has targeted the premium and upper middle class. The motto behind this is only those segments should be targeted who value time and have the paying capacity. During the introduction stage there was a huge pressure to get consumers across to hook up with their brand, because getting them to Airtel by their earlier brand and switching their brand loyalty was too tough. Airtel marketers have been concen-trating totally on the business executive class but now that the basic viable volumes has been built up and prices have declined to a certain extent they are planning to venture further field.

B. Product Review:

• Airtel Broadband :

Experience the speed of hi-speed internet connectivity at your finger-tips

• Airtel Money:

Airtel money is an account on your mobile phone.you can now de-posit money (called loading cash) on to your airtel money account and use this balance to pay for various products & services through a sim-ple menu on your phone .

• Airtel Digital TV HD Recorder :

A new service from airtel which lets you watch and record HD chan-nels .Airtel

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digital TV[HD] recorder has 5 times more picture clarity with the highest possible picture resolution of 1920*1080 and wide aspect ra-tio of 16:9.

• Airtel Digital TV HD :

Mind blowing picture clarity with the highest possible resolution of 1080*1920 (2.07 million + pixels with 5 times sharper picture than standard definition )

• Hellotunes:

Now when your reins call you, they will no longer have to hear that old boring “tring tring “.Instead ,they can groove to the hottest new tracks on the music scene, every time they call you.

• Airtel 4G :

With 4G from airtel business, the internet will never be the same again .No more buffering and unnerving wait.Now you can watch seamless streaming video, video chat with your friends and family in high definition and do much more while on the move .

• Airtel Online Shop:

Mobiles , Broadband ,digital ,HD recorder and much more ,now at a single click .Airtel offers online shopping of services and various products and services.

• Airtel 3G:

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Enjoy better quality and speed of connectivity , browse , upload , download , chat , and do much more on your mobile ,as well as your laptop.the unmatched 3G network lets your work force respond quickly and creates more smiles per cubicle.

C. COMPETITIVE REVIEW

India is currently the second largest telecommunication market and has third highest internet users in the world. There is a cut throat com-petition in Indian telecom market and the major competitors are as follows-

• Bharti Airtel- 22.4% market share• Vodafone- 19.16% market share• Idea cellular- 17.01% market share• Reliance communication- 9.93% market share• Aircel- 9.93% market share• BSNL- 8.26% market share• Tata Docomo- 5.87% market share• Telenor- 5% market share

The total size of telecom market of India is 1.058 million cus-tomers.

MARKET CHALLENGERS

• Reliance Jio• Vodafone

MARKET FOLLOWER-• Idea cellular

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MARKET NICHER-• Aircel• Tata docomo

D. CHANNELS AND LOGISTIC REVIEW-• Bharti Airtel uses second degree and third degree distribution

network. These two systems are in place for altogether different markets.

• The territory and the degree of distribution network are done only on the basis of whether the market is urban and rural.

• There are differences between the offers that are offered to re-tailers in different areas.They vary based on the territory.

3. SWOT ANALYSIS

Strengths-• The major strength of Bharti Airtel is its 4G network which is

currently fastest among all other telecom operators.• Highest spectrum in all 23 circles, which is equivalent to the to-

tal spectrum of Vodafone and Idea combined together.• Largest customer base and highest market share i.e 24.23% of

total telecom market size.• Airtel has the best distribution network compare to other tele-

com operators both qualitative and quantitative.

Weaknesses-

• Customer’s perception about the company that it is a costly tele-com operator.

• More dependency on channel partner for establishing infrastruc-ture.

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Opportunities-•  With fierce competition in the telecom industry & shrinking

margins, venturing out in new markets/developing economies will prove fruitful for the company.

•  Although it is currently providing 3G & 4G services, but these services are limited to specific geographical locations. Expan-sion of these services to most of the regions and moreover to the rural market which is still untapped in terms of high speed inter-net.

Threats-• The major threat to Airtel in today’s context is the pricing war

with Reliance Jio.• MNP gives the customer independence to change the service

provider while retaining the number and as Airtel charges are premium over other service providers, it can see slump in sub-scriber base due to MNP.

4. Objectives & Issues:

At Airtel, they always put customers at the heart of what they do. Air-tel strive to enhance their customers experience with them and build a lasting relationship with them by delivering better results every time. And this reflects in their mission too.

1. Mission: Hunger to win customers for life.

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2. Vision: There vision is to enrich the lives of our customers. Air-tel obsession is to win customers for life through an exceptional experience.

3. Values: We aim to work towards our vision, driven by our val-ues of AIR - Alive, Inclusive & Respectful.

Issues

Improper after sale service. It has a wrong perception about the offers in the minds of their customers. Hence they feel the rates are too high.

5. Marketing Strategy:

A. Positioning:

Positioning is nothing but creating an impression in the cus-tomers mind. Airtel is now considered to be youth centric brand. So they come up with “har ek frnd zaruri hota h”, “jo tera h vo mera h”, etc jingles. Airtel emotionally connect with the customers through A.R Rehman tunes. Now days; Airtel means Airtel 4g, for logos. As Shasha is new face for airtel 4G. Airtel consider to be the best service provider because they created a mind set for Airtel network. That their network will be constant and same in Himalyas to Kanyakumari un-like other networks. Even word of mouth considers being best factor in positing Airtel as their customer base is more. Lastly Airtel believes in after sales service, which impact into good brand image.

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B. Pricing Strategies:  

Bharti Airtel is planning to reduce billing charges starting tonight of its postpaid customers after they exhaust their 3G and 2G data limits, a move that will increase sticki-ness with existing subscribers and push more prepaid sub-scribers to postpaid, which brings higher margins and rev-enue for the company. Under the new plan, if a 3G data cus-tomer with Rs 250 rental exhausts 1 GB data limit, then an-other 1GB of 3G data capacity will be added to his quota for Rs 250. This way, customers can add up to three times of their data capacity in the plan, people familiar with the devel-opment.

C. Distribution Strategy: It has wide spread simple and effective channel structure. Company uses 2-Tier & 3-tier distribution network system. Under 2-tier distribution network, company appoints UD (ur-ban distributors) & RS (Rural Suplliers). UD distribute the items to retailers according to the SIM who work under UD’s. Under 3-tier distribution RS (rural supers) distributes the items to RD (Rural Distributors) & transfer easy balance into RD’s SIM, who then distribute it to Retailers. Apart from all these company also uses Airtel Relationship centres under franchised model & company officials for corporate sales.

D. Marketing Communication Strategy:

Advertising: Advertising in the prime times, such as in new hours, popular tele dramas through TV. Radio advertisements

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between musical programs can be effective. Newspapers, maga-zines, billboards, brochures.

Public Relations: Programs designed to promote and protect a company’s image. Airtel Delhi half marathon 2011

Sales Promotion: Over 800 Airtel stores across India. New mo-bile phones that is bought from mobile store, an Airtel GSM is gifted for free.

Sponsorship: Satyamev Jayate -bus film, Satyamev Jaayte-airtel money.

E. Market Research:

Airtel has gained most market share so far in FY16. India's No. 1 mobile carrier, increased its revenue market share (RMS) by the most in five years. Most of the gains were from data offer-ings which consolidated its lead over rivals Vodafone and Idea cellular. In 17 circles of the total 22 circles (rank 1 or 2) in India with average RMS of 36.4% in these circles. Largest spectrum network in India is owned by the Airtel.

F. Marketing Organization:

In Top Level there are one chairman & managing Director. Under him there are total 5 CEO’s, CFO’s, Director’s, etc; under various departments. In CEO (India and South Asia) there are total 4 presidents and business directors under vari-

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ous departments. Which consist of mobile services, Tele me-dia services, enterprise services and dth services. JMD & CEO of international business group have 6 executive direc-tors, directors, CFO, under various departments i.e; Human Resources, supply chain, network servies group, legal and regulatory and lastly IT.

6. ACTION PROGRAMMES

• Airtel cuts its 4G prices up to 80% to check the effects of Re-liance Jio and announced new postpaid plans including:

• Offers unlimited mobile calls along with 3G/4G data unlimited voice calling along with 100 SMS per day.

• Airtel plans to tackle the voice call drops by implementing (SON) self network technology.

7. Budget of Airtel to Implement its Plan:

The estimated budget of Bharti Airtel is 6.5 Lakh million per year (approx) Airtel allocate its budget by considering following factors:

• Access charges. • License fee and spectrum charges. • Power and fuel, Advertisements (IMC). • Employee benefit and salaries.

8. Control Measure to Implement Plan:

Control measures help management assess results after the plan is im-plemented. These control measures are taken by the top management to monitor the quality and customer service satisfaction these enables

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the company to react very quickly in correcting any problems that may occurThese are the control measures which company takes:

EFFICIENCY CONTROL:

Check Productivity per person. Airtel does not do aggressive market-ing to promote its product and services

ANNUAL PLAN CONTROL:

Sales analysis:

There is increase of 4.9% in sales from 2015-2016

Market share Analysis:

The market share of airtel has increased by 1.3% from2015 to 2016 (2015-31.4% and 32.7%)

Financial Analysis:

As we all know that Airtel is visible stable and profitable company

THANK YOU

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