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 66
 
R  |  
Ô 
ÿ m 2010 Airtel will be the most admired brand
in India6
º oved b more customers
º Targeted b top talent
º menchmarked b more businesses
R   
Growth Factors
Infrastructure
Sharing

Rural
Growth Managed
Telephon Services
Factors

Enterprise
Telecom
i
 Ú

MANTRA 6 Focus on Core Competencies and
Outsource the rest!
Product
Innovation

Core
Pricing VAS
Competencies

Marketing
and
mranding
„ ÷ڄÔ
iÔi„i
ÿ Electronic recharge
ÿ Hello tunes
ÿ Airtel ive!
ÿ Portfolio manager
ÿ Song catcher
ÿ Eas music
ÿ mlack berr handsets
ÿ MMcheques
Why comparison with vodafone
ÿmharti Airtel is the leader in telecommunication sector.
ÿmharti Airtel holds the lion share of market of communication sector.
ÿHowever, Vodafone has been giving tough competition to mharti
Airtel.
ÿVodafone is the second largest pla er and share holder in
Communication sector.
ÿSince its launch Vodafone has been adopting aggressive marketing
strategies.
ÿVodafone Toda deals in ever business of communication sector.
ÿVodafone making and changing the strategies to capture the market
shares
mrand positioning by mharti Airtel
R   

ÿ Geographical segment (metropolitans & cities India)
ÿ Demographic segment ʹ High & middle income groups
ÿ People age group of 20 to 28 ear
„  

ÿ People who living in cities and towns.
ÿ middle income group or high class people.
ÿ Youngsters in big cities.
ÿ musinessmen
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ÿ Creating brands associations (Sharukh khan & Sachin
Tendulker)
ÿ Ads and promotions
ÿ Promotion for stud of poor childrens.
R 


ÿ Price6 low price strateg
ÿ Place6 maximum outlets and service centers
ÿ Product6 varieties available for various groups
ÿ Promotion6 various schemes for preMpaid and postM
paid
RARKETING STRATEGIES OF VODAFONE.

Vodafone target the rural India


 The main targeted customers of Vodafone are from rural
India.
 m 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 RsM799M849M1099\set and
onward.
Free support and services
 In ever 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 suppl all over India.
 In ever small town the potential customers can easil
purchase the Vodafone SIM & Sets.
Targeting youngsters in metropolitans
 Vodafone attracts oungsters b offering colorful handset at
ver low prices.
mRAND POSITIONING m VODAFONE

R   

ÿ Geographical segment (rural India and metropolitan)
ÿ Demographic segment M middle income groups

„  

ÿ People living in small towns and villages.
ÿ Poor and middle income groups.
ÿ Youngsters in big cities.
ÿ musinessmen
| 



ÿ Creating brands(dog and zooMzoo)
ÿ Ads and promotions(marathons)
R 


ÿ Price 6 low price strateg
ÿ Place 6 maximum outlets and service centers
ÿ Product 6 verities available for various groups
ÿ Promotion6 various schemes for preMpaid and postMpaid
Ú

 


ÿ Mobile services with GSM technolog
ÿ FixedMline connections
ÿ National and international long distance services
ÿ VSAT, Internet services and network solutions
ÿ mroadband services
Ú

   
ÿ mobile services with GSM technolog
ÿ fixedMline telephone services
ÿ Universal Internetworking
ÿ VoIP (Voice over Internet Protocol)
ÿ Interactive Television
ÿ Visual Communication
ÿ mroadband Portal
ÿ Telecommuting
ÿ Total Cost Control - No more rentals or deposits ʹ simpl
recharge as much as ou need to from as low as Rs. 10, to
as high as Rs. 10,000/M.
ÿ Pre activated STD/ISD without deposits or rentals -No
more pa ing deposits or having a minimum balance in our
account
ÿ Strong Network Coverage- unbreakable network coverage
that spans over 23 circles across the countr
ÿ Instant malance and Validity Enquiry- Enquir & activation
of schemes in single menu.
ÿ Prepaid Roaming
ÿ Call management Services
ÿ Voice Rail
ÿ SRS (Short Ressaging Service)
ÿ RRS (Rulti-media Ressaging Service)
ÿ Airtel Live!
ÿ Hello Tunes
ÿ Copy a Hello Tune
ÿ Gift a Hello Tune
ÿ muy Rusic - Airtel Rusic Shops
ÿ Reach us Anytime Anywhere
ÿ Conference call
ÿ Rissed call alert
ÿ GPRS (General Packet Radio Services)
ÿ LIFE TIRE PLAN
ÿ Robile Fax 1 Data Service
ÿ Caller ID
ÿ Call forward
ÿ 3 G SPECTRUR.
STRENGTHS
ÿ Cost advantage
ÿ Current leaders in qualit service
ÿ argest distribution network
ÿ Abilit to constantl innovate
ÿ Highl skilled workforce
ÿ Entrepreneurial zeal
ÿ Airtel͛s increased equit and market cap.
WEAKNESSES
ÿ To prove credibilit
ÿ Price pressures
ÿ Need for Government support
ÿ Awareness
ÿ Sales and Marketing
OPPORTUNITIES
ÿ To sustain passion and commitment
ÿ Airtel͛s market share increasing at other service provider
ÿ expense. Thus opportunit to wipe it out.
ÿ Attain higher value services
ÿ Collaborative business needs to be explored
ÿ Vertical repeatable solutions.
ÿ ow penetration level in rural markets.
THREATS
ÿ Foreign investment
ÿ Global trends moving from GPS to W.
ÿ ack of global parit in telecom tariff
ÿ Other competition
Airtel has launched special mobile packages targeted at
youth, women and senior citizens.
ÿ make calls for as low as 50 p a minute from
predetermined areas such as universities and
popular hang outs.
ÿ `Friendz' package for students and oung people
whereb subscribers are allowed to transfer
mobile recharge Ͷ both talk time and validit
ÿ send SMS to up to 15 friends simultaneousl at
Rs3.
ÿ Airtel has launched the `Seniors Plan' with a
monthl rental of Rs150
ÿ ƒSpecial five͛Menable users to talk to five other
numbers of the same operator at special
discounted rates.
ÿ Feature of AIRTEL forced people to use AIRTEL is
ÿ Feature of AIRTEL is better than the people͛s previous
cellular service.
ÿ Celebrity liked by people very much in AIRTEL
ÿ Age group the focus
customer prefrence in using telecom service

42%

28%

14%

10%

6%

Airtel Vodafone Reliance TATA Idea


ÿ AGGRESSIVE SEING ʹ AIRTE + NOKIA.
ÿ PREPAID HAVE mECOME CASH COW FOR
mHARTI AND THROUGH WHICH THEY COUD
INVEST IN OTHER mUSINESSES.
ÿ THEY HAD COOmORATED WITH ZAIN AS
THEY ARE MASTERED IN 3G OPERATIONS.

GROUP 7 44