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Interview Questions Bharti Airtel

Interview Questions Bharti Airtel

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03/18/2014

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Interview Questions for Bharti
Airtel:

During the interview, we would like to cover the following areas of marketing
provided below. Although not all questions will be covered in all interviews, we
would like to cover all these areas across the various interviews.

I.
Branding and brand positioning
\u2022
How has Bharti ensure consistent touch and feel?
\u2022
What were the challenges you faced in keeping the Airtel brand consistent
across various regions and targets markets?
\u2022
What have been Bharti\u2019s key brand values in keeping the Airtel brand
consistent?
II. New product development
\u2022
Is Bharti looking at a lower cost handset to compete with the \u201cpeople\u2019s
phone\u201d proposed by Spice?
III.
Distribution and channels
\u2022

How does the chain of distribution work? I.e. for a farmer to buy an Airtel
prepaid phone, who are all the parties involved (ex. The motorcycle guy with
cards in various denominations), how do they stay in contact with one
another?

\u2022
How does Airtel keep track of inventory of these cards?
\u2022
How do these parties get paid?
\u2022
What is the rate of \u201cdefault\u201d? i.e. loss of pre-paid cards that are not
accounted for.
\u2022
What other methods of distribution for taking Airtel products to the market?
\u2022
What method of distribution has been the most successful in rural markets?
I V.
Promotions and advertising
\u2022
How does Bharti implement regional marketing promotions organizationally?
\u2022
What decisions regarding promotions are centralized and which are
decentralized?
\u2022
Which promotions and means of advertising have worked best in the rural
markets?
\u2022

What are some of the promotional strategies that Bharti has considered for
the BOP consumers but not implement either at this time or have rejected for
any reason?

V.
Rural marketing approaches
\u2022
Under documentation, the website says that Bharti will require a photo
identification\u2014how is this addressed with people from the villages?
\u2022

In one of the articles, it states that the next phase of growth will come from villages. When it comes to distribution, Bharti follows \u201cmatchbox\u201d strategy \u2014\u201cwe should be present whenever a matchbox is present\u201d\u2014what is the matchbox strategy?

\u2022

What are the necessary needs of the consumers at the bottom of the pyramid from a mobile phone perspective that you have yet not been able to address through the various marketing strategies?

\u2022
What were the most important needs that such consumers identified in
having a mobile phone? Ex. Status symbol? What else?
\u2022

Have you found that in addressing the needs of the consumers at the BOP,
you have tapped into an \u201cunrealized\u201d need for the city dwellers as well?
Example?

\u2022
Considering Bharti\u2019s competitors are tapping into the rural market as well,
how does Bharti ensure customer loyalty?
\u2022
How does Bharti intend to overcome the infrastructure hurdle in order to tap
into the rural markets?
\u2022

In a recent article, it was indicated that in order to minimize the cost of
building infrastructure in rural areas, Bharti was partnering with Idea Cellular
and Vodafone to \u201cshare\u201d their current towers. Has the partnership been
implemented? How has this partnership worked so far?

VI.
Partnerships (banks, Nokia, etc.)
\u2022

What can you tell us about innovative partnerships that Bharti has done? For example, can you tell us about the Bharti\u2019s partnership with Nokia in the use of mobile vans in villages?

\u2022
What can you tell us about Bharti\u2019s partnership with ICICI Bank for purposes
of using the mobile phone to transfer money?
\u2022

What other partnerships has Bharti engaged in and how has that helped
Bharti develop new products and utilize new distribution channels or
promotions?

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