Kohinoor Business School

Subject : Marketing Management

Presentation On Bharti Airtel
Presented By :
• Trishala Maheshwari
• Mihir Shah
• Shobhna Kanojia
• Nimish Todankar
• Rohan Kadam
 Introduction
 Formerly known as B.T.V.L.
• Largest cellular service provider in India, with
more than 110 million subscribers
• World's third-largest mobile operator
• Bharti Airtel has 24.3% customer market share
and 33.8% revenue market share
• Known for Services
• First cellular operator to set up cellular showrooms
‘Airtel Connect’.
• HISTORY
Bharti Airtel is one of India's leading private sector providers of
telecommunications services based on an aggregate of 71,777,448
customers as on June 30, 2008, consisting of 69,383,716 GSM mobile
and 2,393,732 Bharti Telemedia subscribers.
The businesses at Bharti Airtel have been structured into three
individual strategic business units (SBU’s) - mobile services, telemedia
services (ATS) & enterprise services. The mobile services group
provides GSM mobile services across India in 23 telecom circles, while
the ATS business group provides broadband & telephone services in 94
cities. The enterprise services group has two sub-units - carriers (long
distance services) and services to corporates. All these services are
provided under the Airtel brand.
Company shares are listed on The Stock Exchange, Mumbai (BSE) and
The National Stock Exchange of India Limited (NSE).
COMPETETIVE ANALYSIS
 GSM Subscriber Base

Sr. No. Company No. Of Subscribers (In Mn) % Market Share %Growth Service Areas
    April‘10 May‘10 April‘10 May‘10    
1 Bharti 20.68 21.86 28.67 29.03 5.71 23
2 BSNL 17.59 18 24.39 23.91 2.33 21
3 Vodafone 16.06 16.77 22.27 22.27 4.42 16
4 IDEA 7.64 8.06 10.59 10.71 5.50 11
5 Aircel 2.83 3.02 3.92 4.01 6.71 7
6 Reliance 2.01 2.16 2.79 2.87 7.46 8
7 Spice 1.98 2.03 2.75 2.70 2.53 2
8 MTNL 2.02 2.1 2.80 2.79 3.96 2
9 BPL 1.31 1.29 1.82 1.71 -1.53 1
  TOTAL 72.12 75.29 100.00 100.00    
• Market challengers
1. Vodafone
2. BSNL
• Followers
1. Idea
• Nichers
1.Aircel
2.Spice
 Competetive Strengths
• Businesses
• Bharti Tele-Ventures current businesses include -
• •
• Mobile services
• •
• Fixed-line
• •
• National and international long distance services
• •
• VSAT, Internet services and network solutions
• •
• Broadband services with DSL and Wi-Fi network
 Competetive Strengths
• Bharti Tele-Ventures believes that the following elements will contribute to the
Company's success as an integrated telecommunication services provider in India
and will provide the Company with a solid foundation to execute its business
strategy:
• •
• Nationwide Footprint - approximately 92% of India's total mobile subscribers
resided in the Company's fifteen mobile circles. These 15 circles collectively
accounted for approximately 56% of India's land mass;
• •
• Focus on telecommunications to enable the Company to better anticipate industry
trends
• and capitalize on new telecommunications-related business opportunities.
• •
• The strong brand name recognition and a reputation for offering high quality
service to its
• customers;
 Competetive Strengths
• Quality management team with vision and proven execution skills; and
• •
• The Company's strong relationships with international strategic and financial
investors such as SingTel, Warburg Pincus, International Finance Corporation, Asian
Infrastructure Fund Group and New York Life Insurance .
 Conclusion
• The conclusion of our study is that AIRTEL’s Advertising has a major impact on its
users.
• AIRTEL had created a very good image on the mind of the new users of cellular
service.
• AIRTEL is successful in capturing the highest market share by adopting Celebrity
Endorsement .
• Strategy. A.R. Rehmaan’s tune for AIRTEL worked as free advertising for AIRTEL as
another service user uses it too.
• Other celebrities like Shahrukh Khan (Bollywood) and Sachin Tendulkar (Cricket)
has also contributed very much in AIRTEL.
• AIRTEL has influenced mass customer by its wide network base in India and is
popular among business man and professionals .
• But in students it isn’t a popular one because there isn’t much attracting schemes
and offers for the youth .