Airtel channel management and channel design

Presented by:Devesh Patidar

Introduction • Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base. the company has a 24.6% share of the wireless services market. behind China Mobile and China Unicom. • Largest Telecom Company listed on Indian Stock Exchange. . • In India. • It has all 23 circles of the country and covers 87% of the current population (as of FY08).

Vision 2010 • By 2010 Airtel will be the most admired brand in India: – Loved by more customers – Targeted by top talent – Benchmarked by more businesses .

” . • Strategic Intent: – To create a conglomerate of the future by bringing about “Big Transformations through Brave Actions.Vision 2020 • To build India's finest business conglomerate by 2020. • Supporting education of underprivileged children through Bharti Foundation.

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” .

with an innate desire to do good. • Being Flexible .Core Values • Empowering People . • Creating Positive Impact – with a desire to create a meaningful difference in society.to do their best.to adapt to the changing environment and evolving customer needs. • Openness and transparency . .

Objectives/Goals • To undertake transformational projects that have a positive impact on the society and contribute to the nation building process. • To Diversify into new businesses in agriculture. . financial services and retail business with world-class partners • To lay the foundation for building a “conglomerate” of future.

Strategic Issues in Distribution • • • • • Flow of Information in channel members. • Conflict between the channel members should be taking care by the company. Availability of promotional items to the channel. Claim settlement should be solved within the committed time. Control over the channel. Availability of products on required time frame. .

Products SIM (Subscribers Identification Module) • The base product of company. required for new subscriber. Now Airtel provides this SIM with 64kb memory. • Recharge voucher • Airtel PCO .

• LAPU A SIM is provided to retailers from the company at free of cost for providing easy recharge service. . Only regular retailers have this facility. This SIM has a memory of 128kb and specially designed for easy recharge purpose. A retailer has minimum 5 easy rechar ge customers per month. This SIM has also Rs 300 talk time free Airtel to Airtel. failuring this target the SIM will be automatically deactivated.Cont.

General Distribution Channel Airtel Sales Head Zonal Manager Territory Manager Direct Distributor Retailer Rural Sales officer Rural Stakist Rural Distributor Retailer GROUP 7 .

Next 20% of total universe C.Top 10% of total universe B.Retailer classification • • • • A.Remained 40% of total universe .Next 30% of total universe D.

Modern Trade This is a modern distribution channel for expansion of business. Mobile Bazaar.TMS. Under it there are 4 channel partners like. For all information & every activities there are some FOS who maintain gap between Retail own head & channel partners GROUP 7 . ARC & Airtel Exclusive Showrooms & This Trade Comes under Retail own head which employee of airtel.

Modern Trade Distribution channel Airtel M. ARC – Airtel Relationship Centre TMS – The Mobile Store .T.T. AE – Airtel Exclusive Office GROUP 7 . – Modern Trade . TMS Mobile Bazar ARC AE Office M.

Here 35% of the value must be in RCV 2.1500) Here 33% of the value must be in RCV. Stock to be Maintained by Distributor The distributor has to keep the LAPU balance for minimum 7 days. . 1. Stock to be Maintained by Retailer The retailer has to keep LAPU balance for 3 days (minimum amount Rs.Stock system in distribution The complete stock maintenance procedure re is categorically divided in two parts.

New Distribution • By The Website .

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