BHARTI AIRTEL VS VODAFONE ESSAR

Bharti Airtel Limited, a group company of Bharti Enterprises, is a leading emerging markets telco with
operations in 18 countries across Asia and Africa. The company has over 185 million customers across its
operations. Bharti Airtel has been ranked among the six best performing technology companies in the
world by Business Week.

Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its
predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has
operations across the country with over 100 million customers. Vodafone is the world's leading
international mobile communications group with approximately 333 million proportionate customers as
on 31 December 2009. Vodafone currently has equity interests in 31 countries across five continents and
around 40 partner networks worldwide.

Bharti Airtel -

1. Market segmentation -
 Geographical segment (metropolitans & cities India)
 Demographic segment - middle income groups
 People age group of 20 to 28 year

2. Target marketing -
 People who living in cities and towns.
 Poor or middle income group people.
 Youngsters in big cities.
 Businessmen

3. Positioning -
 Creating brands (Sharukh khan & Sachin Tendulker)
 Ads and promotions
 Promotion for study of poor childrens

4. Marketing mix -
 Price: low price strategy
 Place: maximum outlets and service centers
 Product: verities available for various groups
 Promotion: various schemes for pre-paid and post-paid.

Vodafone
Vodafone target the rural India The main targeted customers of Vodafone are from rural India. By
offering cheap and light mobile sets Vodafone attracts most of the customers of small villages and
towns. Offering cheap handsets Vodafone offers cheap and free connections to all customers. The cost
for these sets was Rs-799-849-1099 per set and onward. In every district and big towns Vodafone opens
its service centers to provide better support and services

Strong logistics and supply chain Vodafone has a strong logistic and supply all over India. In every small
town the potential customers can easily purchase the Vodafone SIM & Sets. Targeting youngsters in
metropolitans Vodafone attracts youngsters by offering colorful handset at very low prices.

BRAND POSITIONING BY VODAFONE

1. Market segmentation
 Geographical segment (rural India)
 Demographic segment - middle income groups

2. Target marketing
 People living in small towns and villages.
 Poor and middle income groups.
 Youngsters in big cities.
 Businessmen

3. Positioning
 Creating brands
 Ads and promotions

4. Marketing mix
 Price : low price strategy
 Place : maximum outlets and service centers
 Product : verities available for various groups
 Promotion: various schemes for pre-paid and post-paid

Following are the few suggestions to Airtel and Vodafone for improving the market share and image of
the products concerned.
 The brands must be made available easily in, PCO & general stores.
 Company must undertake extensive promotional activities like advertisements must be released
in different Medias to create brand awareness.
 Sales promotion tools like gifts, contests and coupons must be given to retailers as well as
customers and prospects.
 Catalogues should be distributed among customers.
 Price should be as competitive as other company maintains .
 Distribution of new connection should be in reach of customer pocket.