PPT ON AIRTEL MOBILE SERVICE

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Airtel Mobile Service  Presentation Transcript

1.AIRTEL MOBILE SERVICE

2.SOME FACTS
Owner-  “SUNIL BHARTI MITTAL”
Bharti Airtel, formerly known as Bharti Tele-Ventures LTD (BTVL) 
Largest Private Integrated Telecom Company in India
3rd Largest Wireless Operator in the World
Largest & Fastest Growing Wireless Operator in India (82 million subscribers as  in December 2008. )
Largest Telecom Company listed on Indian Stock Exchange
First cellular operator to set up cellular showrooms “AIR CONNECT”

3.PREPAID SERVICE  & POST PAID SERVICE
Services
Subscription Services
Call Management Services
Mail, Messaging & More
Data Services
Operator Services
Phone Backup

4.WHAT’S NEW……

5.SWOT ANALYSIS
STRENGTHS
“Bharti Airtel”- the brand name
 Has more than 82 million customers (Dec 2008).
Largest cellular provider in India,
Wide network coverage.
Other stakeholders like Sony-Ericsson, Nokia - and Sing Tel.
Immerging as a global leader in this industry.

6.WEAKNESS
In many areas Airtel does not own its own towers.
Providing only GSM service.
Still dependent upon major players like AT&T, Vodafone for technology.
Slow growth in Landline Services - high investment & less profit.
Start-up business had to outsource to industry experts in the field.
Airtel – MTN deal controversy

7.OPPORTUNITY
A strong economy and a growing market.
New technologies .
Strong strategic partnerships.
Investment in small villages.
Tie up with Google
Partnership with  blackberry wireless solutions
Bharti Airtel plan to another joint venture with Vodafone Essar and Idea Cellular to create a new independent tower company called Indus Towers. This new business will control more than 60% of India's network towers
8.THREATS
Airtel and Vodafone seem to be having an on/off relationship.
Takeover from other global telecom players.
Quickly changing pace of the global telecommunications.
New entrants like Virgin mobile, etc.
9.7’p of service marketing
Product: prepaid + post paid service
Price : different charges for different plans under prepaid and post paid (SIM- 100 rs)
Place: physical distribution         
Promotion: advertisement on TV, radio, internet, poster, magazine, newspaper etc
Brand ambassador- SHAHRUKH KHAN, SAIF ALI KHAN, KAREENA  KAPOOR

10.Physical evidence: SIM card Airtel mobile shop
Shop of various vendors
People: low contact persons(people can call)
Process: fill up form? activation of SIM

11.COMMUNICATION MIX

12.SERVICE BLUEPRINT

13.COMPETITORS

14.PERCEPTUAL MAP

15.DISTRIBUTION

16.STP
SEGMENTATION-
On the basis of geography
Divided Indian market in telecom circles Subdivided states into category A,B,C

17.TARGETING:
Earlier elite class above age group of 25
Corporate people and business men
Again targeted youth by introducing YOUTOPIA plan
Targeted women and senior citizens by introducing post paid plans

18.Positioning:
-“power to keep in touch”(1995)
Positioned in premium category aimed at elite class of society.
Airtel decided that the brand should always connote leadership be it in network, innovations ,offerings or services
 Sponsoring games like golf

19.REPOSITIONING

20.Tagline “Touch Tomorrow ”
 Started to capturing the mass market
  New look and the feel of the brand logo indicated the core value of the brand i.e. leadership, performance

21.AGAIN  REPOSITIONING:
Tagline: live every moment
  Brand ambassador:
  Sachin  Tendulkar
  Shahrukh  Khan
  Kareena Kapoor
 The advertisement which changed the whole look of Airtel in the minds of Indian consumers was full of emotions and reaction which one will experience in a lifetime.

22.Tagline “Express yourself”
 Changed its logo to give more energetic and younger look
 Advertisement in regional languages with emotional touch.
Advertisement was made to highlight the capability of Airtel’s network coverage.

23.EVALUATION OF SERVICE
24.  QUALITY GAP (COMPLAINTS)
Some Airtel  complaints
Sometime numbers do not worked
Regarding unexpected bill
 Not receiving the bill from courier in time
 Bill payment systems not updated
 Postpaid not activated
Networking Problem
 No connection after a week!
 SIM blocked
No action by company on requests

25.GAP ANALYSIS
There is some gap
The Standard gap:- In Airtel some standard of the quality production do not match. Poor Customer service from Airtel Company
2  The Internal Communication Gap:-
“my std calling service is not active.”
This complain shows that there is gap as in Adv. They said that Tagline "Express yourself”

26.3. Perception gap : Due to internet and GPRS facility which is not good.
4. The Service Gap :-
Service problems, Wrong Bill, GPRS  not active, network problem.

27.SERVICE  BLUEPRINT flow chart