Bharti Airtel

Competitors:
Direct:
Vodafone, Idea, Reliance, Tata DOCOMO, AIRCEL
Broadband: BSNL, Hathway, TIKONA, E.t.c

Indirect:
Whatsapp, Viber, Facetime, Skype e.t.c

Overview of Industry:
Telecom Regulatory Authority of India (TRAI) has revealed that the country's mobile subscriber base has increased from 893.84 million in December 2011 to 903.73 million in January 2012 The overall tele-density reached 77.57 per cent Broadband subscriber base is increased to 13.42 million by the end of January 2012 Telecom users in rural areas have grown at a faster pace compared to their urban counterparts in the last five years, a CAG report said

Possible Substitutes:
Telecommunication through Internet like VOIP, Web Chats.
Eg: Skype, Facetime(Apple), Viber, Whatsapp, iMessage e.t.c

Airtels Market Share in the Industry

Revenue: 20239 Cr Market share: 30.3% Customer base: 186 million

Competitive Positioning
Adoption of new technology at a very nascent stage to stay ahead of their competitors.
Eg: 4G, Airtel Money

Positioned in Premium category aimed at medium to high class society.

Competitors Strengths & Weakness

Strength

IDEA:
>Brand name >Big Image >Good Network >Good Customer Support

Weakness IDEA: >chargeable internet on other network

while roaming

> Lack of integrated Operations

BSNL:
Network does not deliver on the quality service parameters decided by TRAI Call drop rates are high Reduction in brand equity Present only in C - Circle

BSNL:
Successful in building network alliance with Ericson and cisco systems. High presence in Rural market A Govt. Entity

Objective
Increase Market share to 40 45%. Increase revenue to 35000 Cr. Retain the Present customers.
Can be achieved by:
Reach out all over India by increasing the network. Provide more value added services. Satisfy the needs of the customer.

Competitive Frame of Reference

Corporate Telecommunication Broadband Fixed line Mobile communication Mobile internet/3G/LTE Digital TV

KVD
Connectivity Affordability Innovation Subscriber relationship Adoption of new technology

Perception Map:
High Cost Airtel Vodafone Videocon

High Market Reach Idea HATHWAY BSNL TIKONA Low

Low Cost

Positioning Statement