Marketing Stratigies of

Nikita Nagdev Roll no. 47

Telecommunications Market in India

The Indian telecommunications Network with 250m telephone connections is the fifth largest in the world It is the second largest among the emerging economies of Asia Tele-density, which was languishing at 2% in 1999, has shown an impressive jump to 9.5% in 2006 and 10.5% in 2007 Customs duties on hardware and mobile handsets have been reduced from 14 percent to 5 percent

INDIAN CELLULAR MARKET

The Bharti Group, which operates in 23 circles, continues to be the country's largest cellular operator, with 50 lakh subscribers. BSNL, which operates in 22 circles, has a subscriber base of 37 lakh subscribers Vodafone, which operates in only eighteen circles, is the third largest operator with a subscriber base of 32 lakh MTNL, which operates in Mumbai and Delhi, BSNL has been a very aggressive player in the market

GSM MARKET IN INDIA

With a population of around 1.1 billion growing at roughly 1.7 per cent a year, India is potentially one of the most exciting GSM markets in the world Much of this success can be attributed to the stabilisation of the licensing and regulatory environment Telecom Policy (1999) that has had the most radical impact on the development of GSM services. Competition in the mobile sector has already had a visible impact on prices with calls currently costing less than 9 cents per minute This means that service costs have fallen by 60 per cent since the first GSM networks became live in 1995

 Bharti also manufactures and exports telephone terminals and cordless phones Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA Bharti has also put its footsteps into Insurance and Retail segment in collaboration with Multi- National Bharti is the leading cellular service provider, with a footprint in 23 states covering all four metros and more than 50 million satisfied customers

Introduction of Airtel
Bharti Airtel Limited was incorporated on July 7, 1995 The customer base consisting of 50 million total customers, which constitute, 44.6 million mobile and 5.4 million fixed line customers It is a part of the biggest private integrated telecom company, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance

Services of Airtel
Easy Billing Easy Payment Options. Anytime Anywhere Standing Instructions Electronic Clearing System Pay while roaming Credit limit Strong Network Coverage

Long Distance Calling Facility GPRS - Roaming

Widest Roaming - National and International

DISTRIBUTION
Company

Franchisee

Distributor

Dealer

Dealers

Customer

Customer

Brand Ambasadors

SWOT ANALYSIS
STRENGTHS

Cost advantage Current leaders in quality service Largest distribution network Ability to constantly innovate Highly skilled workforce Entrepreneurial zeal Airtels increased equity and market cap

WEAKNESSES To prove credibility Price pressures

Need for Government support

Awareness Sales and Marketing

OPPORTUNITIES To sustain passion and commitment Airtels market share increasing at other service provider expense. Thus opportunity to wipe it out. Attain higher value services Vertical repeatable solutions. Low penetration level in rural markets.

THREATS Foreign investment Global trends moving from GPS to WLL. Lack of global parity in telecom tariff

Other competition

CONCLUSION
70% Airtel users preferred to remain with Airtel good number of users who were willing to switch from their respective subscribers showed interest in Airtel Airtel is providing free text messaging service and free voice mail service

Call conferencing is also another feature Airtel provides.