AIRTEL

Submitted by:
Anisha Kriti
Ankit Goyal
Anuradha Singh
Atul Sharma
Priyanshu Gupta
1.Product 1.Competitive 1.Retailers

PRICE

PLACE
PRODUCT
level pricing and
2.Product line 2.Product distributors
decision bundle pricing 2.Leap project
3.Product mix
Levels of product and services
• Core benefits- LTE call network highest quality of network
• Actual product-
features- making a call, connecting people through video calls, 4G internet, airtel bank, wynk subscription
and amazon prime subscription
Packaging- hard envelope, supporting material, proper guidelines
Quality level- open network
• Augmented product-
after sales services- 24*7 hours customer care helpline and outlets airtel
product support- airtel app for customers checking their plans
• Product line decision:
line filling- normal plan 399/- gives unlimited calls facility 1.4gb data pack, unlimited video call minutes
and a daily limit of 100 text msg
Line stretching- upward stretch as moving towards giving more and more services to the customer will rise
in its plan.
• Product width
1. Phone
2. Tv
3. Internet
4. Airtel shop
5. Airtel live
• Product mix length-
various plans like calls internet videocall which depends upon the
quantity from low to high prices
Firestick and facility to pay bills recharge bills etc.
• Product mix depth-
Prepaid landline
Tv- digital tv airtel movies
Internet- 4G LTE 3g broadband
Airtel shop- airtel money mobile accessories electronic items
Airtel live- news alerts games
• Product mix consistency- relatedness
 PRICING STRATEGY
• Competitive based pricing
Recharge plans 8 INR to 399 INR
PRICE DURATION DATA
399/- 84 DAYS 1GB/DAY+UNLIMITED CALLS

349/- 56DAYS 20 GB OVER 56 DAY+

UNLIMITED CALLS

149/- 28 DAYS 2 GB FOR 28 DAYS

More prices because offers more features and prices up for these
 Product bundle pricing and discount
• Airtel black – 2 tier gold and platinum of more than and less than 499/-
bill plans includes international roaming and calls
Quad pay platforms- allow customers to bundle multiple relationships
(broadband , postpaid mobile and TV) with one single bill + discount at
10% in Hyderabad and pan India
Airtel home platform- better bundle of tariffs for postpaid, home
broadband and direct to home(DTH) connections
PLACE STRATEGY
• Service through distributors and retailers
Wide distribution network across 20 countries
It has intensive distribution network remotest area
Retail stores , convenient stores roadside stores to make services available to
customers
Services available through business like paan shops, chemists shops, groceries stores
etc.
Project leap in 2015 to expand the coverage over 5 lakh villages 60 thousands crore
over a period of next3 yrs to expand its services entire India
Claims for 24 customer service support team on online and call for reporting any
issues and queries
 PROCESS
PROMOTIONAL

PEOPLE
1.360 1.Employee 1.Open
branding 2.customers network
2.Celebrity initiative
3.Campaign
 PROMOTIONAL STARTEGY
Extremely comprehensive i.e. they do a 360 branding
big celebrities to endorse their services like Shahrukh Khan, AR Rehman,
Sachin Tendulkar, Vidya Balan etc.
organized some famous marketing campaigns to target youth audience
and build its brand like ‘Har Ek friend Zaroori hota he’ and ‘Jo Tera Hain
Wo Mera Hain’.
Sponsors various events like Cricket matches, Grand Prix etc. and
organized events like Airtel Delhi Half Marathon etc. under their
community development programme and brand promotion.
Engages in public relations like Education campaigns, girls child
awareness campaigns etc.
 PEOPLE
• ‘Win with people’ approach for its effective business strategy
• Employee base of 18179 with a commendable employee engagement
score of 79%
• Airtel invests heavily in the training and development of the skills of
its employees
• Airtel’s Talent First Strategy focuses on building entrepreneurship and
leadership skills in employees
• Focuses on hiring the right talent, training them and rewarding them.
 PROCESS
• Airtel process focuses on providing a reliable
and responsive service to its customers
• Airtel also opened India’s first Open network
initiative under Project Leap that displays
network strength across India.
1.Company-Owned-

EVIDENCE
PHYSICAL
Company-Operated
2.Superior customer
experience
 PHYSICAL EVIDENCE

The Company-Owned-Company-Operated Airtel stores try to

serve with one stop solution.
Superior customer experience with excellent look and feel of
all the outlets and convenient location within any city.