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OBJECTIVES
1. To Study the Rebranding Strategy of Bharti Airtel and its results.

2. To Study the Trend of Market Share of Bharti Airtel.


3. To Study the Trend of the subscribers for the various services and products of Bharti Airtel.

RESEARCH METHODOLOGY
Secondary Data:
Internet Reports
Annual Report of TRAI (2009-10)

Articles Newspapers
Economic Times Business Standard Hindustan Times
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SUBSCRIBERS ANALYSIS
Total wireless subscribers (in million)
Subscribers (in million)
900 800 700 600 500 400 300 200 100 0
CDMA GSM TOTAL

2005 11.15 41.07 52.22

2006 20.95 68.19 89.14

2007 44.61 120.47 165.08 5

2008 68.37 192.7 261.07

2009 94.5 291.26 385.76

2010 105.67 478.68 584.35

01/Jan/11 206.94 564.24 771.18

SUBSCRIBERS ANALYSIS
Bharti Airtel GSM Subscribers (in millions)
Subscribers (in million)

600 500 400 300 200 100 0


TOTAL
AIRTEL 2007-08 192.7 2008-09 291.26 2009-10 478.68 Dec-10 526.65 Jan-11 564.24

61.98

93.92
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127.62

152.49

155.79

Contd..
Bharti Airtel Rural Wireless Subcribers (in millions)
140
120
Subscribers (in millions)

100
80 60 40 20 0

Mar/09 93.92 29.53


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Mar/10 127.62 48.09

TOTAL Rural

Contd..
Wire line Subscribers of Bharti Airtel
400 350 300 250 200 150

(in Lakhs)

100

Subscribers (in lakhs)


50 0

Dec/10 Dec/10

Jan/11 Jan/11

Total
Bharti Airtel

350.9
32.57
8

349.4
32.68

Contd..
Overall Bharti Airtel Subscriber Base
4% 7 Million

21% 43 Million

India

Africa
Srilanka &Bangladesh
75% 150 million

SWOT ANALYSIS
Strengths:
Excellent Marketing.

Good Plans and Services


Wide customer base. Successful introduction of 3G.

Tie ups with foreign companies to improve operations & to


go global. Good brand equity.

Good distribution network.

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Contd..
Weakness:
Improper customer service. Customer complaint rates are high according to TRAI. Improper implementation of Re-branding strategy.
Customer Complaints
2000 1800 1600 1400

1200
1000 800 600 400 200 0

2008-09 773

2009-10 1736

Dec-10 1062

11 Customer Complaints

Contd..
Opportunities:
Untapped rural market. Global market.

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Contd..
Threat:
Introduction of Mobile number portability (MNP). Price competition from Vodafone and Idea.
Bharti Airtel

14%

Subscriber In

50% 36%

Subscriber Out

Net Addition 13

BCG MATRIX

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ANSOFF MATRIX

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REBRANDING ANALYSIS

Reasons of Re-Branding:
To go Global. Strong consumer base over 200 million worldwide. Operating in 19 countries

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REBRANDING ANALYSIS

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MARKET SHARE ANALYSIS


Bharti Airtel GSM Market Share (in %)
29.5
Market Share (in %)

29 28.5 28 27.5

27
26.5
2009-10 Jan-11

Market Share

29.29

27.61

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Contd
Bharti Airtel Market Share in Rural Wireless (in %)
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Market Share (in %)

26.5 26 25.5 25 24.5

2009 March 26.46


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2010 March 25.19

Market Share

FINDINGS
1. In GSM segment Bharti Airtel has maximum market share

about 27.61% as per January, 2011. However it has gone


down from the last year which was 28.29%. 2. According to a research, more than 50% of people disliked

the image change.


3. With regard to the trend of subscribers it is substantially rising annually in GSM sector currently it has 155.79 million as per January 2011 previously it was 152.49 million on December 2010.

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CONCLUSION
Factors in favour:
Bharti Airtel has maintained its market share in telecom industry both in the rural as well as in urban and semi-urban areas and still

they are No.1 in the telecom industry.


Bharti Airtel has successfully introduced 3G through its wide distribution network, and they are trying to retain back their

customers through its products at the attractive prices.

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Contd..
Factors in against:
Bharti Airtels rebranding strategy was not as effective as it has to be, as customers are not getting familiar with the logo. Maximum customer complaints has resulted loss of 3.2lakh customers after introduction of MNP (Mobile Number Portability).

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Contd..
High rebranding cost has putted Bharti Airtels Net profit
down by 41% in the 3rd quarter. 2G Spectrum scam has also affected the market share of Bharti Airtel.

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LATEST NEWS
Hindustan Times
Friday, May 06, 2011

Bharti net dips as Africa drags


Net Profit of Bharti Airtel gone down by 31.5%. On Thursday Bharti Airtel announced net profit of Rs. 1400.7 cr for the quarter ended 31st March 2011, previous year it was Rs.2044.3 cr. This is due to higher cash outflow for its African operational.

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Contd..
Hindustan Times
Saturday, May 07, 2011

3G to blame for Airtel network crash?


Bharti Airtel network was crashed on Thursday for several hours without notice leaving 8 million consumers helpless. Reasons could be: 1. Launch of 3G Value Added Services which has adversely affected the primary services. 2. Company has over-outsourced it equipment and management to vendors.

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AirtelDil jo chahe pass laye

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