Professional Documents
Culture Documents
OBJECTIVES
1. To Study the Rebranding Strategy of Bharti Airtel and its results.
RESEARCH METHODOLOGY
Secondary Data:
Internet Reports
Annual Report of TRAI (2009-10)
Articles Newspapers
Economic Times Business Standard Hindustan Times
3
SUBSCRIBERS ANALYSIS
Total wireless subscribers (in million)
Subscribers (in million)
900 800 700 600 500 400 300 200 100 0
CDMA GSM TOTAL
SUBSCRIBERS ANALYSIS
Bharti Airtel GSM Subscribers (in millions)
Subscribers (in million)
61.98
93.92
6
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
TOTAL Rural
Contd..
Wire line Subscribers of Bharti Airtel
400 350 300 250 200 150
(in Lakhs)
100
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.
10
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.
12
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
14
ANSOFF MATRIX
15
REBRANDING ANALYSIS
Reasons of Re-Branding:
To go Global. Strong consumer base over 200 million worldwide. Operating in 19 countries
16
REBRANDING ANALYSIS
17
29 28.5 28 27.5
27
26.5
2009-10 Jan-11
Market Share
29.29
27.61
18
Contd
Bharti Airtel Market Share in Rural Wireless (in %)
27
Market Share
FINDINGS
1. In GSM segment Bharti Airtel has maximum market share
20
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
21
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).
22
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.
23
LATEST NEWS
Hindustan Times
Friday, May 06, 2011
24
Contd..
Hindustan Times
Saturday, May 07, 2011
25
26