SERVICES MARKETING

Presented by: Group # 8 Nirjhara Nir Prashant Thakur Prateek Rastogi Pratit Rawat Preeti Kataria

Telecom Sector in India

 The Indian telecommunications industry is one of the fastest growing in the world.  The industry has witnessed consistent growth during the last few years on the back of rollout of newer circles by operators, successful auction of third-generation (3G) and broadband wireless access (BWA) spectrum, network rollout in semi-rural areas and increased focus on the value added services (VAS) market.

 According to TRAI, the number of telephone subscriber base in the country reached 742.12 million as on October 31, 2010, an increase of 2.61 per cent from 723.28 million in September 2010. With this the overall tele-density (telephones per 100 people) has touched 62.51. The wireless subscriber base has increased to 706.69 million at the end of October 2010 from 687.71 million in September 2010, registering a growth of 2.76 per cent.  The India mobile subscriber base is set to exceed 771 million connections by 2013.

2011

Value-Added Services (VAS) Market

 Mobile value added services (VAS) include text or SMS, menu-based services, downloading of music or ring tones, mobile TV, videos and sophisticated m-commerce applications.

3-G Services  3G & BWA spectrum enable the users to have value added services like video streaming, mobile internet access, higher & faster data downloads.

Telecom Sector is going Global

 In March 2010, Bharti Airtel bought the African operations of Kuwait-based Zain Telecom for US$ 10.7 billion, driving the Indian player into the league of top ten telecom players globally.  RBI has liberalised the investment norms for Indian telecom companies by allowing them to invest in international submarine cable consortia through the automatic route.

Four key players and their service marketing mix Ps are: 1. 2. 3. 4.

Players of the sector AIRTEL(private) VODAFONE(private) MTNL(public) BSNL(public)

 7Ps of services 1. Product or service 2. Price 3. Place 4. Promotion 5. People 6. Process 7. Physical environment

AIRTEL
 Product Or Service  1.Prepaid  2.Postpaid  3 Broadband  4. DTH service  5 landline services.  6. 3G Service  7.data card service
 Price

Customer based pricing strategies. 1. Flexible pricing mechanism 2. Controlled by TRAI

AIRTEL
Promotion
 Large scale print and video advertising.  Big celebrities like SRK and Sachin are roped in to endorse the product.  Airtel got its Signature tune from A.R. Rahman, this signature tune is the most downloaded tune in India  Bollywood movie premiers, music services such as ring back tones & many more.

Friendz pre-paid connection for youth, Ladies special plan, Seniors plan.  Executives corporate plan Special discounts in calling rates and sms service.  Providing wallpapers and screensavers on website.


AIRTEL
 Place
 It has wide and

 People
 Total Employees

extensive presence even in the remotest areas  Airtel Customer Care Touch Points  Distributors like  E.g. Paan shops, grocery stores, chemists, outlet etc

25616( Bharti Airtel consolidated) .  Dedicate and passionate workforce. One of the best customer support. Have won 2nd Best employer award in 2004

AIRTEL
 Pro cess
 Process for services is 

Physical environment

very easy and customer can avail it very easily.  121 is the customer support no. which can be dialed from anywhere in India.

 Airtel is one of the

most important player in the industry and it has been able to maintain an environment that goes in sync with its image.  The buildings, printed materials etc justify the above.

VODAFONE
 Product or Service  1. Prepaid  2.Postpaid  3.3G  4. data card services  Price  Customer based

pricing strategies. 1. Flexible pricing mechanism 2. Controlled by TRAI.

VODAFONE
 Place  It has also wide and  Promotion  Large scale print and

extensive presence all over INDIA, has Vodafone stores at reachable places.  Distributors like  E.g. Paan shops, grocery stores, chemists, outlet etc

video advertising.  Celebrities and famous Zoozoo ads.  Has tie up with many corporate like Maruti. (Post-paid connections).  Special discounts in calling rates and sms service.

VODAFONE
 People  Process

Employees Process for services is 83,862 (March 2011) very easy and customer can avail it  Physical Environment very easily.  has maintained an environment that goes  111 is the customer support no. which can in sync with its image. be dialled from  The buildings, printed anywhere in India. materials etc justify its environment class.

MTNL
 Product Or Service  Basic landline services.  Dolphin mobile  Price  It is government body

services  Garuda mobile sevices  Jadoo mobile services  Broadband services

co so price is decided by government.

MTNL
 Place  MTNL providing  Promotion  MTNL uses media such

services in metropolitan cities mainly activated in Delhi and Mumbai

as print media, electronic media(television and radio) to advertise.

MTNL
 Process  Mtnl has different  Physical Environment  Being a PSU, the

customer care no. For different cities.

physical environment of MTNL is not as good as the privater ones like Airtel and Vodafone

BSNL
 Product Or Service  1basic landline  Price  It is government

services.  2. Prepaid  3.Postpaid  4..Broadband

concern so price is also decided by government.

BSNL
 Place   Promotion  Large scale print and

Bharat Sanchar Nigam Limited (BSNL) has extended their divine services to more 829 Cities, metropolises across India in 20 different circles.

video advertising.  Celebrities like Deepika Padukone have been used in the advertisements

BSNL
 Process  1500 is the customer  Physical environment  Being a PSU, the

care no.

physical environment of MTNL is not as good as the privater ones like Airtel and Vodafone

THANKYOU