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A detailed study done in


Submitted in partial fulfillment of the requirement for the award of degree of Bachelor in Business Administration (BBA) under Bharati Vidyapeeth University-Pune

Submitted by SNEHALCHAVAN ROLL NO: 10 BATCH: 2007-2010 Under the guidance of DR. GOVIND P. SHINDE

Bharati Vidyapeeth¶s Institute of Management & Entrepreneurship Development, Sector 8, CBD-Belapur, Navi Mumbai ±400614



The opportunity to get practical training in a reputed organization fulfills the felt gap between the theory and practical. I hereby acknowledge Bharti Airtel Ltd. providing the constant guidance for encouragement which helped me a lot to be successful in my efforts. This formal acknowledgement will hardly be sufficient to express my deep sense of gratitude to all of them. It was a memorable experience while doing my summer training project on a study of market potential of products. I would also like to thanks Dr. D.Y.PATIL director of BVIMED,NAVI MUMBAI and PROF.G.SHINDE my faculty guide without whom this project report could not be successfully completed. Above all, I would like to thank almighty God, who helped me in successfully completing my winter training project.




This is to certify that Summer Training Report entitled ³A Study of SBI Mutual Fund´. Which is submitted by me in partial fulfillment of the requirement for the award of degree Bachelor of Business Administration (BBA), at BHARTI VIDYAPEETH INSTITUTION OF ENTERPRENURSHIP DEVELOPMENT, NAVI MUMBAI comprises only my original work and due acknowledgement has been made in the text to all other material used.





Page No.

1.1 1.2 1.3 1.4 1.5 History. Type of company, Number of employees, turnover,net profit. Product profile. Goals, vision, mission. Patners.

1.1 Organisation chart.


1.1 SIPOC of Airtel 1.2 Telecom process.


4. DISTRIBUTION & MARKETING 1.1 Marketing strategies 5. Environmental scan / Monitering
1.1 SWOT Analysis.

( 25-30)


1.1 Number of competitors, Name of competitors. 1.2 Market share details.


1.1 Overview. 1.2 Corporate responsibilities.

(38-41) (42-45)


Bharti Airtel was formerly known as Bharti Tele-Ventures Limited (BTVL) is India's largest GSM mobile operator with more than 100 million mobile subscribers as of May 15 2009. It also offers fixed line services and broadband services. It offers its mobile services under the Airtel brand and is headed by Sunil Mittal. The company also provides, telephone services and Internet access over DSL in 14 circles. The company complements its mobile, broadband & telephone services with national and international Nlong distance services. It also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. Airtel also have services for their corporate customer like end-to-end data and enterprise services to the customers through its nationwide fiber optic backbone, last mile connectivity in fixed line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station.

The Company compliments its mobile and broadband & telephone services with national and international long distance services. It has over 35,016 route kilometers of optic fiber ,on its national long distance network. For international connectivity to east, it has a submarine cable landing station for international connectivity to the west, the Company is a member of the South East Asia-Middle East-Western Europe ± 4 (SEA-ME-WE-4) consortiums along with 15 other global telecom operators.

Airtel is a brand of telecommunication services in India operated by Bharti Airtel. Airtel is the largest cellular service provider in India in terms of number of subscribers. Bharti Airtel owns the Airtel brand and provides the following services under the brand name Airtel: Mobile Services (using GSM Technology), Broadband & Telephone Services 5

(Fixed line, Internet Connectivity (DSL) and Leased Line), Long Distance Services and Enterprise Services (Telecommunications consulting for corporate).

Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU¶s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 94 cities. The Enterprise services provide end-to-end

telecom solutions to corporate customers and national & international long distance services to carriers and all these services are provided under the Airtel brand.

1.2 y Type : Public BSE: 532454 y y y y y y y y y Industry Founded Founders Headquatr Revenue : : : : : telecommunication July 07, 1995 Sunil Bharti Mittal New Delhi, India US$ 7.254 billion (2009)[1] US$ 2.043 billion (2009)[1] US$ 1.662 billion (2009)[1] US$ 11.853 billion (2009)[1] Bharti enterprise (64.76%) 6

Operating income : Net income Total assets Owners : : :

Subscriber base The Airtel subscriber base according to COAI - Cellular Operators Association of India as of January 2010[14]] was: y y y y y y y y y y y y y y y y y y y y y y Chennai - 4,656,675 Delhi - 1,822,208 Mumbai - 3,003,201 Kolkata - 2,746,100 Madhya Pradesh - 6,212,992 Gujarat - 5,112,601 Andhra Pradesh - 12,425,791 Karnataka - 12,153,094 Tamil Nadu - 8,033,771 Kerala - 3,076,728 Punjab - 4,581,187 Maharashtra - 6,518,134 Uttar Pradesh - 3,653,016 Uttar Pradesh East - 8,462,726 Rajasthan - 9,925,141 West Bengal & Andaman and Nicobar Islands - 5,070,213 Himachal Pradesh - 1,273,922 Bihar - 10,338,828 Orissa - 3,836,091 Assam - 2,194,310 North East. States - 1,357,383 Jammu and Kashmir - 1,804,047


The total is 131,714,243 or 32.86% of the total 404,349,733 GSM mobile connections in India till December 2009; and presently the Number 1 operator in India. On the 9th of May, 2009 Airtel signed a major deal with Manchester United Football Club. As a result of the deal, Airtel gets the rights to broadcast the matches played by the team to its customers.

1.3 Product Line
(a) Mobile Experience total cost control, no rentals and easy billing with our postpaid and prepaid services. Explore the world with our roaming services and get absolutely cool offers with Airtel Live.

‡ Enter the world of limitless possibilities with Airtel Prepaid. The service that helps you gives words to every feeling, an expression to every emotion.

‡ Postpaid Life becomes much simpler with your Airtel Postpaid. It gives you the unlimited freedom to reach out to Prepaid people in your special way.

(b) Home Phones Experience a world class service and cutting edge technology with Airtel landline and our feature rich Wireless fixed line. What¶s more, calling is made more fun and convenient with services and entertainment on Airtel

‡ Fixed Line Airtel welcomes you to its world of telephony services, which offers you world class services with its cutting edge technology.


‡ Fixed Wireless Phone Avail of the convenience of a mobile phone on a fixed line, without any cables disturbing the ambience of your living room!

(c) Broadband and Internet Experience a world class service and cutting edge technology with Airtel landline and our feature rich Wireless fixed line. What¶s more, calling is made more fun and convenient with services and entertainment on Airtel. y y y y y y Wi-Fi One Airtel Offer Power of 16 Mbps IPTV Airtel Net PC Airtel PC Security

(d) BlackBerry on Airtel BlackBerry from Airtel is an 'always connected' wireless solution providing easy and secure access to your email and data .It can be constantly accessible on mail, talk on phone and surf the internet at the same time, schedule and coordinate appointments in the middle of meetings, raise approval request, log in orders, update business databases and stay connected to your colleagues, customers, friends and family ± from anywhere, anytime.

(e) Email on the go Want to access information on your mobile? Airtel brings you Email on the go. You can choose from BlackBerry and Windows Mobile 5.0 depending upon the usage patterns, requirement and suitability.



Windows Mobile 5.0 Windows Mobile extends the familiar Windows and Office experience to mobile devices, helps to maximize the users time and stay in touch with 'what' and 'who' matters to them.


Airtel Easy Mail

Airtel Easy Mail is an email solution which works on true PUSH technology enabling both the corporate as well as the individual customers to get their emails as it gets delivered to their mail boxes.

(f) Wireless Internet With Airtel Wireless Internet, you¶ve the freedom to access the Internet anytime, anywhere across India. It enables Internet, Email & Office applications with real-time secure VPN access to corporate applications whilst on the move. ‡ Data Card This is a superior PC Data Card solution, which delivers wireless internet by EDGE and GPRS technologies. ‡ USB Modem Now get an instant access to internet and your corporate applications with our USB Modem.

(g) Digital TV Discover the magical experience of digital entertainment with Airtel. From DVD quality picture and sound, the best and widest variety of channels and programs to the best ondemand content on Airtel Live, your TV viewing experience change forever with digital TV from Airtel

(h) Digital TV Interactive Change the way you watch television with the most advanced technology in the world, digital TV interactive from Airtel. 'digital TV interactive' is the next-generation internetprotocol based TV Service with digital quality audio and video, a wide range of


TV programming, video on demand services and a host of other amazing interactive features. Now demand what you want to watch, when you want to touch it

1.3.1 Data Products
(a) Internet Leased Line ‡ A Leased Line is a point-to-point connection between two places, implemented by different transmission media (here through Airtel own network), which creates one link between its nodes. ‡ A dedicated connectivity is established by creating a logical E1 circuit between Ethernet port of the RSU, Ethernet port of BG-40/BG-20 at our MSU (224, Okhla Phase III, Delhi). The Port at RSU is extended to customer location through LAN extenders (Schemed Make). The Output Interface is Ethernet which would go in the Layer 3 Equipment (Router/ L3 Switch) of the customer ‡ An E1 standard Leased Line provides transmission speed of 2,048 kbps.

Technical Detail We at Airtel will dedicate an Internet port of at our end. This would enable Client Organization to have Unrestricted Access to the Internet. For Internet connectivity, the hardware required by Client Organization is as mentioned below: y Leased line Router/Layer 3 Switch at Client Organization office premises. This is to be provided by the customer. The Router would be responsible for forwarding and routing the traffic towards the end locations and to the remote server. The recommended brand is Cisco, but the customer is free to choose the make for himself. y Normally in the Internet leased line, pairs of digital Modem with G.703 and V.35 Interfaces for a bandwidth of 64 kbps and an Interface Converter for bandwidth


greater than 64 kbps is required but in Airtel network we will provide an Ethernet output, no such modems are required.


Scalability: A Leased Line Internet link is established between customer¶s premises and Airtel hub. A pre configured dedicated port is made available for Uninterrupted Internet Access for the

Network, 24 hours a day and 365 days a year. The bandwidth options available are 64 Kbps onwards. Security: Protection from intruders has become a major concern for most of the organizations. Keeping the network security of Client Organization in mind, Airtel provides security at various levels at our end. Since it is a public domain offering every customer has to arrange its own security by means of firewall etc. at customer end.

Support: Airtel provide around the clock technical support for network monitoring and fault rectification from implementation of the solution to after sales support.

High-throughput: Airtel shall provide you the throughput as per the commitment.

Network: Bharti Airtel has their own end-end network, hence no dependency on any other network.


Manageability: Since the only equipments used for the setup is Router/Switch, it becomes very easy to manage the setup at the customers end.

Network i2i Overview Network i2i is a completely owned circuit of Bharti, connecting Chennai to Singapore. It transports voice and data traffic under Bharti ILD License and represents the first private submarine network ushering the era of open global connectivity regime. The submarine cable terminates in the respective Landing Stations in Chennai and Singapore. The

Landing Station is Chennai is owned and managed by Bharti and the Landing Station in Singapore is owned and managed by SingTel. Bharti and SingTel jointly provide data Service on i2i. For customers in India Bharti would provide single window account management to customers and service providers.

In India, i2i is currently interfaced with the Bharti NLD backbone. Thus, seamless connectivity can be provided from more than 200 cities in India. Further by virtue of fixed line services being offered by Bharti, strong synergy of FSP-NLD-ILD present a unique end-to-end value proposition to the end customers as well as International Carriers partnering with Bharti. The value proposition is further extended to other cities through 13

interconnect and partnership with fixed line operators. In Singapore, i2i is further interconnected with other submarine cable systems (C2C, APCN, JUCN, CUCN etc.) for the onward journey. This is affected by establishing bilateral relationship between Bharti and leading Global Carriers wherein the Global Carrier provides connectivity from Singapore to various destination countries.


The South East Asia-Middle East-West Europe 4 (SEA-ME-WE 4) project is the fourth project in the SEA-ME-WE series. SEA-ME-WE 4 is built by a consortium of over 16 global telecom majors. Bharti is one of the largest stake-holders in the SEA-ME-WE

4.The consortium is headed by France Telecom, with an estimated total cost of $500-600 million, while Algeria Telecom, Bangladesh Telegraph and Telephone Board, Communications Authority of Thailand, ETISALAT (UAE), France Telecom, MCI (USA), Pakistan Telecommunications Company and Singapore Telecom are the other companies involved in the project. The cable links 14 countries such as UAE, Egypt, Algeria, Singapore, Malaysia, Thailand, Bangladesh, and India among others on its route from Europe to Asia. This submarine cable system linking South East Asia to Europe via the Indian Sub-Continent and Middle East with Terminal Stations in Singapore, Malaysia, Thailand, Bangladesh, India, Sri Lanka, Pakistan, United Arab Emirates, Saudi Arabia, Egypt, Italy, Tunisia, Algeria and France. The equipment providers for the system are Alcatel Submarine Networks, France and Fujitsu Ltd., Japan.

(b) Internet Leased Port ILP stands for Internet Leased Port. It is a high speed, dedicated premium bandwidth designed to specifically meet the corporate user¶s requirement. ILP bandwidth is delivered to our customers with assured SLA parameters and service commitment on critical network performance metrics like latency, packet drop, and network availability


etc. ILP services are designed to ensure allow our corporate users to run their web based mission critical applications on Internet with reliable network performance at all times. Internet bandwidth is delivered to our customers through wired/wireless last mile access. Airtel Point of Presence (PoP) is connected to the customer¶s premise over Airtel owned and operated wired leased line last mile. In case wired medium is not feasible at a particular location the bandwidth can also be delivered through WiMAX (wireless last mile). The SLA commitments are on the end to end link which ensures the desired levels of service availability to the customer at all times. Symmetric bandwidth means equal upload and download capacity of the link. If the customer buys 1 Mbps symmetric Internet Bandwidth he gets 1 Mbps Upload and 1 Mbps download Capacity. In case of asymmetric bandwidth the customer can get cost advantage by changing the 1:1 ratio between upload and download capacities.

Salient Features ± ‡ Unparallel Service Level Guarantee ‡ Premium Service dedicated to an individual customer ‡ 24 x 7 Dedicated Internet access ‡ Easy scalability ‡ 24 x 7 Network Monitoring Service and Technical Helpdesk

(c) Leased Line Leased lines (or private lines) are point-to-point dedicated circuits, provided on Airtel National Long Distance Backbone. In today¶s communication dependent environment, it is not enough to be connected but also to stay connected. Business continuity is fast becoming a ³must have´ for every Enterprise client. The unpredictability of network uptimes worldwide, has led to the necessity for clients to address needs for route diversity, media redundancy, and most importantly real-time data re-routing. Customers


are fast looking at outsourcing the management of their network to the Carriers. Airtel Leased Lines are dedicated, secure point-to-point Layer 1 circuits that are carried over the SDH network and have no connection to the PSTN. Leased lines are available in several bandwidth options from 64K to STM speeds. They provide a private and secure connection between two or more locations in a customer¶s network, making them an ideal solution for connections that are time and/or content sensitive. Whether a customer needs to transmit voice, data or video, leased lines provide a guaranteed bandwidth option for higher throughput and lower latency over a Carrier network. Leased lines are dedicated circuits to connect equipment at the ends of the line. They provide connectivity and data transfer between the customer¶s locations without any packet loss or jitter for error-free transmissions. Customers can also use leased lines to send multiple types of traffic over the same circuit.

1.4 Goals, Vission, Mission :
A. Mission ION ³ 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´ y y y y Customer service focus Empowered employees Innovative services Cost efficiency

B.Core Values y Empowering People - to do their best



Being Flexible - to adapt to the changing environment and evolving customer needs


Making it Happen - by striving to change the status quo, innovate and energize new ideas with a strong passion and entrepreneurial spirit

y y

Openness and transparency - with an innate desire to do good Creating Positive Impact ± with a desire to create a meaningful difference in society.

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

By Vision 2020 y y y y To build India's finest business conglomerate by 2020 Supporting education of underprivileged children through Bharti Foundation Strategic Intent To create a conglomerate of the future by bringing about ³Big Transformations through Brave Actions.´


D. Objectives/Goals y To undertake transformational projects that have a positive impact on the society and contribute to the nation building process. y To Diversify into new businesses in agriculture, financial services and retail business with world-class partners y To lay the foundation for building a ³conglomerate´ of future.

1.5 Partners Of Bharti Airtel: Network Equipment Mobile Services Telemedia & Long Distance Services Information Technology Nokia Siemens, Ericsson, Huawei Nokia Siemens, Wipro, Cisco, Alcatel Lucent, ECI, Tellabs IBM

Call Centre Operations

IBM Daksh, Hinduja TMT, Teleperformance, Mphasis, Firstsource & Aegis

Equity Partner {Strategic}


Strategic Equity Partners ± Bharti Airtel have a strategic alliance with SingTel, which has enabled to further enhance and expand telecommunications networks in India to provide quality service to customers. The investment made by SingTel in Bharti is one of their largest investments made in the world outside Singapore.


Equipment & Technology Partners ± Bharti Airtel believe in deploying the finest technology and operating state-of-the-art networks. Equipment suppliers for mobile networks include‡ Ericsson ‡ Nokia & Huawei

In case of the telephone services and long distance networks, equipment Suppliers Include‡ Siemens, ‡ Nortel ‡ Corning ‡ CISCO and

‡ WIPRO among others.

Bharti Airtel has an information technology alliance with IBM for group ± wide information technology y7 requir7ements. And also have a technology alliance with Nortel for call center technology requirements.

Alcatel-Lucent - JV was important venture in Telemedia industry. It is a global telecommunications corporation, headquartered in Paris, France. It provides

telecommunications solutions to service providers, enterprises and governments around the world, enabling these customers to deliver voice, data and video services. The company focuses on fixed, mobile, and networking hardware, IP technologies, software, and services. It leverages the technical and scientific expertise of Bell Labs, one of the largest innovation and R&D houses in the communications industry. Alcatel-Lucent has operations in more than 130 countries.


Business process



There are 5 steps in the SIPOC process. 1. Supplier 2. Inputs 3. Process 4. Outputs 5. Customers


Telecom Process Detailed-




Organization Structure :
As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bharti¶s key team players. With effect from March 01, 2006, this unified management structure of 'One Airtel' will enable continued improvement in the delivery of the Group¶s strategic vision

Board of Directors


Sunil Bharti Mittal is the Founder Chairman and Group CEO of Bharti Enterprises headquartered at New Delhi , India . Bharti Enterprises is one of India 's leading business groups with interests in telecom, financial services, retail, manufacturing.

Mr. Rajan Bharti Mittal is the Managing Director of Bharti Enterprises and Group Lead Director of Bharti Wholesale and Retail Business. He is actively involved in overseeing the activities of the Group at the corporate level and has rich experience in the field of marketing and brand management.

Mr. Akhil

is the Deputy Group CEO and Managing Director of

BhartiEnterprises and a Director of Bharti Airtel Limited. He has been closelyassociated with a range of strategic, financial, mergers and acquisitions and business performance issues of the group.

Mr. Rakesh Bharti Mittal is the Vice-Chairman of Bharti Enterprises and the Vice Chairman and Managing Director of Bharti TeleTech. He is also the Vice-Chairman of Bharti Enterprises and the Vice Chairman and Managing Director of Bharti TeleTech.


Chua Sock Koong joined Singtel in June 1989 as Treasurer. She was appointed Chief Financial Officer in 1999, with responsibility for the Group's financial functions, including treasury and risk management.

Mr. N Kumar has is been an independent director and member of the Audit Committee since 2001. He was elected Chairman of the Audit Committee in August 2003. N Kumar is the Vice-Chairman of The Sanmar Group, a well known Industrial Group in India that has interest in Chemicals, Engineering and Shipping.

Mr. Craig Ehrlich has served for many years as the Chairman of the GSMA, GSH global telecom association. He joined Hutchison Whampoa in 2003 as a board member of Hutchison Telecommunication Group and advises the group 3G and 2G businesses worldwide.

Mr. Mauro Sentinelli (61 years) is a doctorate in electronic engineering from the University of Rome. He holds a Masters degree in Telephony from Turin University and MBA¶s from Insead and Kellog.


Mr. Pulak Chandan Prasad is an independent director and member of the Board Audit Committee. He initially joined the Board as a nominee of Warburg Pincus in November 2001

Mr. Bashir Abdulla Currimjee has been an independent director since February 2001. He is also the lead director among the independent directors and a member of the Board HR Committee and Board ESOP Compensation Committee.

Mr. Ajay Lal is a Director of Bharti Airtel Limited. He is a Senior Partner and Managing Director of AIF Capital. He has over 20 years experience in private equity, project finance and corporate banking. Prior to joining AIF Capital in 1997

Mr. Arun Bharat Ram has been an independent director of Bharti Airtel and a member of the Board Audit Committee since March 2006. He belongs to a leading family of industrialists, known for their philanthropy and promotion of art and culture and commenced his career with DCM Limited


Mr. Manoj is the CEO & Joint Managing Director of Bharti Airtel Limited. He heads the integrated telecom operations of entire Bharti Airtel including Mobile Services, Telemedia Services, Enterprise Services andInternational Operations. Prior to appointment as CEO & JMD, Manoj was the President & CEO of Bharti Airtel.

Mr. Nikesh is an independent non-executive director and a member of the HR committee and ESOP Compensation Committee of Bharti Airtel. Nikesh is President, EMEA Operations & Senior Vice President, Google. Nikesh oversees all revenue and customer operations, as well as marketing and partnerships.

Mr. Kung Yang is presently the Vice President (Business Management), International Group in SingTel, overseeing new investment opportunities as well as existing investments in the region including Indonesia, India,Thailand, Philippines, Bangladesh, Taiwan, China and Sri Lanka




1.1 Airtel marketing strategies:
Mantra : ³Focus on core compentencies and outsource the rest´

Values of Airtel for marketing: y y y y y

Matching Demand to Supply Just in Time Marketing Consumer win win approach Customer first thinking Market creation Trust & empathy MARKETING STRTEGIES

Airtel partnered with leading players in telecommunication players across the globe. ‡ It has managed to work with the best of domain specialists globally and emerge as a world class entity.


‡ Partnerships include operational contracts with marquee vendors and strategic investors ranging from private equity investors to global telecom giants.


They have basket full of product which are quite interesting. The schemes are as follows: y y y Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld


y y

Value Added Services (VAS) The different value added services provided by Airtel area. Instant Balance Enquiry b. 24Hr recharge Facility c. Caller line identification d. Call divert, Call wait & Call Hold e. Multimedia messaging service (MMS) f. Airtel Live Portal g. SMS based Information Service h. Hello Tunes & Ring Tones i. j. Voice Mail Service Easy Post-paid bill collection

k. Gifting of Ring Tones & Hello Tunes l. 2 Price y y y Customer based pricing strategies. Flexible pricing mechanism Controlled by TRAI. GPRS

2. Place


y y y y

It has wide and extensive presence even in the remotest areas Airtel Customer Care Touch Points Distributors like E.g. Paan shops, grocery stores, chemists, outlet etc.

4..Promotion :

Some of the Advertisements by Airtel

y y y

Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product. In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India.


Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.


Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan.


y y

Executives corporate plan(First to give prepaid in this category). Special discounts in calling rates & sms services.

The service strategies of Bharti Airtel arey y y y y y y y y y y y Best-in-class technology: World-class Installation & Customer Service Interactive VAS to Drive ARPU enhancement One Airtel Synergies for Distribution, Brand & IT Data Products: Internet, MPLS etc Integrated Solutions to Drive Share of wallet Strategic Alliances Indirect Channel to Drive Penetration Deeper & Not Wider: 94 Cities Vertical & Not Horizontal: Hi-Rise Network Enhancement to Deliver 8+ MBPS New Products & VAS to drive Flat, combo plans




1.1 Company Analysis :

(a) SWOT Analysis Bharti

Strengths ‡ Bharti Airtel has more than 100 million customers (14 May 2009). It is the largest cellular provider in India, and also supplies broadband and telephone services - as well as many other telecommunications services to both domestic and corporate customers. ‡ Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing Tel, with whom they hold a strategic alliance. This means that the business has access to knowledge and technology from other parts of the telecommunications world. ‡ The company has covered the entire Indian nation with its network. This has underpinned its large and rising customer base.



‡ An often cited original weakness is that when the business was started by Sunil Bharti Mittal over 15 years ago, the business has little knowledge and experience of how a cellular telephone system actually worked. So the start-up business had to outsource to industry experts in the field. ‡ Until recently Airtel did not own its own towers, which was a are important if your company wishes to provide wide coverage nationally. particular strength of some of its competitors such as Hutchison Essar. Towers ‡ The fact that the Airtel has not pulled off a deal with South Africa's MTN could signal the lack of any real emerging market investment opportunity for the business once the Indian market has become mature.

Opportunities ‡ The company possesses a customized version of the Google search engine which will enhance broadband services to customers. The tie-up with Google can only enhance the Airtel brand, and also provides advertising opportunities in Indian for Google. ‡ Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. The new iPhone will be launched in India via an Airtel distributorship. Another strategic partnership is held with BlackBerry Wireless Solutions ‡ Despite being forced to outsource much of its technical operations in the early days, this allowed Airtel to work from its own blank sheet of paper, and to question industry approaches and practices - for example replacing the RevenuePer-Customer model with a Revenue-Per-Minute model which is better suited to India, as the company moved into small and remote villages and towns ‡ The company is investing in its operation in 120,000 to 160,000 small villages every year. It sees that less well-off consumers may only be able to afford a few


tens of Rupees per call, and also so that the business benefits are scalable - using its 'Matchbox' strategy ‡ Bharti Airtel is embarking on another joint venture with Vodafone Essar and Idea Cellular to create a new independent tower company called Indus Towers. This new business will control more than 60% of India's network towers. IPTV is another potential new service that could underpin the company's long-term strategy.

Threats ‡ Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead invested in its rival Hutchison Essar. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors. ‡ The quickly changing pace of the global telecommunications industry could tempt Airtel to go along the acquisition trail which may make it vulnerable if the world goes into recession. Perhaps this was an impact upon the decision not to proceed with alks about the potential purchase of South Africa's MTN in May 2008. This opened the door for talks between Reliance Communication's Anil Ambani and MTN, allowing a competing Inidan industrialist to invest in the new emerging African telecommunications market. ‡ Bharti Airtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market.




This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats.




National long distance compitetors : BSNL, Reliance, Vodafone, TATA indicom, Idea.


International compitetors: VSNL, RELIANCE, BSNL.


Bharti Airtel has 24.3% customer market share and 33.8% revenue market share. Vodafone India has 18.8% customer market share and 20.7% revenue market share. 

Idea Cellular has 11.2% subscribers market share and 12.1% revenue market share 

BSNL has subscriber share of 12.7% and mere 10.2% of revenue share Reliance Communications is the worst performer with 18.9% customer market share and pathetic 11.5% revenue market share.

According to Mobile India, BSNL seems to have a turnaround in its operations as the company has added a 81% more subscribers in July-2009, compared to June-2009.





1. Segmentation: On the basis of Geography y y They divided Indian market in telecom circles. They Subdivided States into category A, B and C.

3. Targeting: After the segmentation they targeted ; y y y y Earlier elite class above age group of 25 years. Corporate people and business men. Again targeted youth by introducing YOUTOPIA plan. Targeted women and senior citizens by introducing post paid plans.

4. Positioning: They positioned custmores by understanding each nature of consumer y Tagline- ³power to keep in touch´. It was been Positioned in premium category aimed at elite class of society.According to their Perception of aspirational and lifestyle brand.



Airtel decided that the brand should always connote leadership - be it in network, innovations, offerings or services. So it Sponsored games like Golf.

5. Repositioning : Then again they repositioned to attract other customers; y Tagline- ³touch tomorrow´. It was been started to capturing mass market.


New look and the feel of the brand logo indicated the core values of the brand i.e. leadership, performance and dynamism.

6. Again Repositioning: It again repositioned : y Tagline- ³Live Every Moment´. Brand Ambassador for this advertisement was 1. Sachin Tendulkar 2. Shahrukh Khan 3. Kareena Kapoor. y The advertisement which changed the whole look of Airtel in the minds of Indian consumers was full with emotions and reactions, which one will experience in a lifetime.

7. Again Repositioning:


Tagline- ³Express Yourself.´ It changed its logo to give more energetic and younger look.


y y

Advertisements in regional languages with emotional touch. Advertisements were made to highlight the capability of Airtel's network coverage.

This is how Airtel tried its best to survive in the market.

The service strategies of Bharti Airtel arey y y Best-in-class technology: World-class Installation & Customer Service Interactive VAS to Drive ARPU enhancement

y y y y y y y y y

One Airtel Synergies for Distribution, Brand & IT Data Products: Internet, MPLS etc Integrated Solutions to Drive Share of wallet Strategic Alliances Indirect Channel to Drive Penetration Deeper & Not Wider: 94 Cities Vertical & Not Horizontal: Hi-Rise Network Enhancement to Deliver 8+ MBPS New Products & VAS to drive Flat, combo plan


Corporate Governance


1.1 Corporate Governance Bharti Airtel Limited firmly believes in the principles of Corporate Governance and is committed to conduct its business in a manner, which will ensure sustainable, capital efficient and long-term growth thereby maximizing value for its shareholders, customers, employees and society at large. Company¶s policies are in line with Corporate Governance guidelines prescribed under Listing Agreement/s with Stock Exchanges and the Company ensures that various disclosures requirements are complied in µletter and spirit¶ for effective Corporate Governance.

On April 20, 2006 CRISIL re-affirmed that ³During the financial year 2003-04, Bharti Airtel was assigned highest Governance and Value Creation (GVC) rating viz. µLevel 1¶ rating by CRISIL, which indicates that the company¶s capability with respect to creating wealth for all its stakeholders is the highest, while adopting sound Corporate Governance practices.

To achieve the principle of Corporate Governance which will help in ensuring sustainable and long term growth, Company needs to maximize value for its shareholders, customers,


employees and society at large. Following things should kept in accordance with the effective planning;

‡ Human Resource Development. ‡ Memorandum of Association. ‡ Articles of Association. ‡ Audit Committee ‡ Remuneration Committee ‡ Board of Directors ‡ Investor Grievance Committee ‡ Corporate Social Responsibility

1.2 CORPORATE RESPONSIBLITIES: At Bharti, CSR is a way of life. Each department and employee strives to be sensitive to the stakeholders and environment within their work context. Bharti encourages employees to take decisions and design business-linked processes that are sensitive to communities and environment. Corporate Social Responsibility (CSR) in Bharti encompasses much more than only social outreach programs. It is an integral part of the way Bharti conducts its business. The essence of Bharti¶s commitment to Corporate Social Responsibility is embedded in the µCorporate Values¶, which stem from its deepest held beliefs. These Values are: y y y y To be responsive to the needs of our customers To trust and respect our employees To continuously improve our services ± innovatively and expeditiously To be transparent and sensitive in our dealings with all stakeholders


We encourage our employees to take decisions and design business processes, keeping in mind the following: y y y y Ethics, fairness and being correct Meeting and going beyond compliances and legal requirements Showing respect and sensitivity towards stakeholders and communities, and Nurturing the environment

We practice our CSR beliefs and commitments through a three-pronged approach: y y Engaging with stakeholders Ensuring stakeholder sensitive policies and practices


Undertaking programs for our employees, community and environment

Bharti Airtel sensitizes its employees towards CSR issues at various forums. We feel that it is important that each employee should understand the importance of environmental, social and economical aspects while taking business decisions. At Bharti, each employee is sensitized towards CSR issues and thus operations at the ground level are influenced. Such sensitization exercises have resulted in many socially and environmentally sensitive decisions on the ground. For example, Confidence Plan for hearing impaired people,