VISION

To be globally admired for telecom services that delight customers

MISSION
   

Customer service focus Empowered employees Innovative services Cost efficiency

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

MARKETING PROCESS & COMMUNICATION

INTERACTIVE  Point of need Communication  Personalization  Interactive  Conversations

CONSUMER APPROACH
 Anticipates customers needs  Transparent in dealing with customers  Attending the problems of the customer before one s own  Creates energy & excitement at work  Goes beyond tasks to attend the emotional needs of people

GSM Market Share

2.9% 2.6% 2.8% 5.2% 11.2% 4.0% 27.9%

Bharti BSNL Hutch Idea BPL Spice Aircel Reliance

19.3%

24.0%

MTNL

MARKET SEGMENTATION ACCORDING TO PLACE

 Geographical segmentation  Demographic segmentation

Geographical Presence India ...

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Soucre: TRAI

CHANGING DEMOGRAPHIES
Demand for VAS & Broadband services Among Youth 28 % Urban Population Rapid Urbanization Rising Income level

Source: Mckinsey Report

PROMOTION
   

Aggressive market expansion Functionality & Efficiency Physical presence People s emotions

POSITIONING OF
 A decade ago, Airtel positioned itself as an aspirational & lifestyle brand.  The target customer was clearly defined: elite up market, professionals & entrepreneurs.  Airtel s power trip : logo was black with tagline power to keep in touch .
power to keep in touch

 Airtel brand then aimed at leadership, be it in innovation, network, offering or service.

 Tagline indicated it: Airtel celebrates the spirit of leadership & The first choice of corporate leaders .  In 1999, communication changed from power to Touch tomorrow .

Touch Tomorrow

 In 2002-2003 it was changed to Live Every Moment  In 2003, Airtel adopted the Express Yourself positioning which is also its current tagline.

Porter s 5 Forces
Customer Bargaining Power

Threat of New Entrants

Threat from Competition

Threat of Substitutes

Supplier Bargaining Power

15

1. Threat from Competition

Wireless Market Top 4 garnering 75% market share

HIGH

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Competitor Analysis
Comp
40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Bharti Rcom IDEA MTNL

or An ys s

OP Margin

Net Margin Sep-07 26.40% 23.90% 14.10% 7.00% Sep-08 19.30% 13.20% 6.50% 6.80%

Best OP Margins & Net Profit Margins among Peers

Company Sep-07 Bharti Rcom IDEA MTNL 43.00% 37.90% 32.80% 23.70%

Sep-08 38.00% 31.60% 26.60% 22.90%

Source: CMIE November 2008

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2. Customer Bargaining Power

 Lack of differentiation among Service
Providers
HIGH

 Cut throat Competition  Low Switching Costs  Number Portability will have Ve
Impact

 Businesses & Consumers

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Market Scenario
Postpaid Vs Prepaid

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3. Suppliers Bargaining Power

LOW

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4. Threat of Substitutes
HIGH

 Landline  CDMA  Video Conferencing

DIMINISHING MARKET

BROADBAND SERVICES

 VOIP - Skype, Gtalk, Yahoo Messenger  e-Mail & Social Networking Websites

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5. Threat Of New Entrant

 Huge License Fees to be paid upfront & High gestation

period
 Entry of MVNOs & WiMAX operators  Spectrum Availability & Regulatory Issues  Infrastructure Setup Cost - High  Rapidly changing technology
LOW

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PRODUCTS & PRICING

OTHER STRATERGIES

THANK YOU
Preeti Narwani Anand Sharma Rahul Saha Gaurav Gupta Irfana Parveen