VISION & MISSION OF

AIRTEL

Group member name

Ramesh Sharma
Kamlesh Patil
Rounak Jain
Narendra Jain

Submitted to
Prof. Aslam
Type Public
Founded 1995 as Bharti Tele-Ventures
[2]
Founder(s) Sunil Bharti Mittal
Headquarter New Delhi, India
s
Key people Sunil Mittal
(Chairman) & (CEO)
Industry Telecommunications
Products Wireless
Telephone
Internet
Satellite Television
Revenue ▲ US$ 6.73 billion (2008)
Net income ▲ US$ 1.59 billion (2008)
Total assets ▲ US$ 12.28 billion (2008)
Owner(s) Bharti Enterprises
Website Bharti Group
Airtel
VISION

“To be globally admired for telecom

services that delight customers”
 MISSION

 Customer service focus

 Empowered employees
 Innovative services
 Cost efficiency
 BACKGROUND OF
One of India’s leading private sector providers of telecommunications services

The company was the first private operator to provide mobile services in all the
23 circles in India
The number of telephone subscribers in India increased to 494.07 Million
at the end of August-09 from 479.07 Million in July-2009, thereby
registering a growth rate of 3.13%. With this, the overall Tele-density in
India reaches 42.2

Total subscriber for airtel till aug. 2009 are107996533

The company complements its mobile, broadband & telephone services with
national and international long distance services. The company also has a
submarine cable landing station at Chennai, which connects the submarine
cable connecting Chennai and Singapore
 BACKGROUND OF

Recent Highlights 2005-2006

•    New structure created to take forward the corporate vision of making

Airtel the most admired brand by 2010
 Manoj Kohli to be the President Of Bharti Airtel
 Joint Presidents appointed for three independent SBUs – K Krishnan
(Broadband & Telephone Services); Vinod Sawhny (Enterprise Services)
and Sanjay Kapoor (Mobility)
 Airtel Management Board Chaired by Manoj Kohli to consist of three Joint
Presidents and Sarvjit Dhillon (Director -Finance & Business Integration), Jai
Menon (Director IT & Innovation), Hemant Sachdev (Director, Marketing &
Communication), Don Price (Director, Networks) for Bharti Airtel.
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
 MARKET ANALYSIS

 Customer delight

 Measuring customer satisfaction, channel satisfaction, walk in

feedback score
 Marketing performance

 Brand performance
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
Bharti
2.9% 2.6%
2.8% 4.0% 27.9% BSNL
5.2% Hutch
Idea
11.2%
BPL
Spice
Aircel
Reliance
19.3% 24.0%
MTNL
MARKET SEGMENTATION & POISITIONING

BASES OF SEGMENTATION

 Geographical segmentation
 Demographic segmentation
 Behavioral segmentation
 POSITIONING OF

 A decade ago, Airtel positioned itself as an aspirational

& lifestyle brand.
 The target customer was clearly defined: elite upmarket,
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.
 BRAND IMAGE

 Aggressive market expansion

 Functionality & Efficiency
 Physical presence
 People’s emotions
 BRAND MANAGEMENT

 Unlocking consumer
scarcities
 One to one, one to many
relationships
 Need for a trusted partner
 Consumer outsource
 NEW PRODUCT DEVELOPMENT

 Towering strength
 Meet requirement
 Developing applications
MARKETING ENVIRONMENT

 Aim:- To create, capture n deliver value.

 They introduce cutting edge marketing management
which involves thinking & provide framework & strategies.
 Emphasize market leader.
 Cross cultural negotiation.
 Pricing policy

 Dynamic Pricing
 Multiple pricing Points.
 Value addition to customer.
 Freedom of choice.
MARKETING REVERSE
SYSTEM
 Process Organization
 Mass Customization
 Sector Destruction
 Integrated Solutions
 Integrated Business Design
 Consumer Spaces
 Social Responsibility