Project Report on Airtel

Submitted to: Prof. Ajay Bansal

Submitted by:
1) Sidhant Airen (PGFC 1635)
2) Shivani Singh (PGFC 1627)
3) Vartika Gupta (PGFC 1648)
4) Surabhi Khandelwal (PGFC 1639)
5) Prakash Veer Verma (PGFC 1608)

Table of Contents:
Contents
Acknowledgement:............................................................................................................... 3
Executive Summary:............................................................................................................. 4
Introduction (Company Overview):....................................................................................... 4
History:................................................................................................................................. 5
Founder................................................................................................................................. 5
Company Profile.................................................................................................................... 5
Global Expansion.................................................................................................................. 6
Marketing Strategies............................................................................................................. 7
Bharti airtel limited - Organization structure (India and South Asia).....................................9
Objective:........................................................................................................................... 10
Methodology:...................................................................................................................... 10
Airtel Enterprise Services.................................................................................................... 11
Business Need:................................................................................................................ 11
Industry type:.................................................................................................................. 12
Products & Services:........................................................................................................ 13
Global business............................................................................................................... 14
ANSOFF MATRIX.................................................................................................................. 15
ENVIRONMENTAL ANALYSIS................................................................................................. 18
CORE COMPETENCE............................................................................................................ 19
FINDINGS............................................................................................................................ 19
RECOMMENDATIONS........................................................................................................... 20

Acknowledgement:
I am using this opportunity to express my gratitude to everyone who
supported me throughout the course of marketing plan of Airtel. I am
thankful for their aspiring guidance, invaluable constructive criticism
and friendly advice during the project work. I am sincerely grateful to
them for sharing their truthful and illuminating views on a number of
issues related to the project.
I express my warm thanks to Mr. Ajay Bansal for their support and
guidance .
I would also like to thank my project external guide Mr. Vinay Ahuja
from airtel company who provided me with the facilities being required
and conductive conditions for my marketing project.

Executive Summary:
This report on Bharti Airtel is done to find out certain objectives regarding the
strategic approach adopted by Airtel to stand strongly in the competitive telecom
market.
Airtels marketing strategies are analyzed using various models like SWOT analysis,
BCG Matrix, Porters five forces etc.
The outcomes of these models are properly analyzed to find out the various
aspects like companies position in the market and competitors position in the
market.
This report on Airtel not just give description about the company but it also talks
about the various marketing strategy adopted by the company.
SWOT analysis of Airtel helps to find out the weak points of the company and to
find out ways to overcome these problems.
Similarly with the help of Ansoff matrix we tried to find out different strategic
options available with the company under different market conditions and to find
the answer why company is looking for overseas market like Nigeria and
Seychelles.

Introduction (Company Overview):

Bharti Airtel Limited is a leading global telecommunications company
with operations in 20 countries across Asia and Africa. Headquartered
in New Delhi, India, the company ranks amongst the top 4 mobile
service providers globally in terms of subscribers. In India, the
company's product offerings include 2G, 3G and 4G wireless services,
mobile commerce, fixed line services, high speed DSL broadband, IPTV,
DTH, enterprise services including national & international long
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distance services to carriers. In the rest of the geographies, it offers

2G, 3G wireless services and mobile commerce. Bharti Airtel had over
367 million customers across its operations at the end of November
2016.

History:
From the humble beginnings in the Indian telecom industry in 1986; Airtel has its roots in
Bharti Telecom Limited. Founded in 1986 by Sunil Bharti Mittal, the company was the
first in India to offer push button telephones, when the rest of the country was still using
rotary phones.
The first partnership they had was with Siemens AG of Germany, and they started
making push-button landlines in India rather than importing it from Taiwan, as it used to
be before.
The company then went on to launch various telecom technologies to the Indian market
and had innovation at its heart. Going on to acquire license to build a cellular network in
Delhi, Bharti Telecom Limited laid the ground work for the mobile operations of the
company in the year 1992. It began operations in Delhi in the year 1995 as Bharti TeleVentures. The service was extended to various other states by various acquisitions and
partnerships.

Founder

This company is the brainchild of Sunil Mittal, who has worked hard for his
company from when he assembled landline phones to his puschase of a
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cellular network in India when it was just a fldgeling concept, to making it a

household name within a span of a mere 20 years.
Company Profile
The company went through some amazing strategic planning. The goal was always larger than life. Sunil
Bharti Mittal rebranded all of his mobile telecom ventures under a single brand named Airtel in 2003.
The company has grown to be Indias largest mobile operator, with consistent hard work and everyday
innovation.

Airtel had always adopted various cutting edge strategies to be one step ahead of competition. From
acquiring regional operators in its early years, rebranding entire operations under one umbrella to
outsourcing activities to various corporations, Airtel always set standards in the industry.They are the
only company who has every part of its operation except marketing, sales and finance and building the
'minutes factory' model of low cost and high volumes, outsourced. Their equipment partner is Ericsson,
and Nokia and IT support is provided by IBM.
Airtel built a smart Minutes Factory model aiming at low cost and high volume output. By
outsourcing daily operations and retaining core functions like finance, sales, marketing and
management, the brand built sustainable business model that worked wonders over a period of time for
the company.
The CEO of the company right now is Gopal Vittal,and the Chairman and Managing Director is Sunil
Mittal, the man himself.

Global Expansion
Airtel operates in India, Sri Lanka, Bangladesh, a few countries in African continent and the Channel
Islands. They are one of the largest mobile operator network in the world in terms of subcribers, and has
a commercial presense in over 20 countries.
Its area of operations include:

The Indian Subcontinent:

Airtel India, in India

Airtel Sri Lanka, in Sri Lanka

Airtel Bangladesh, in Bangladesh

Airtel Africa, which operates in 17 African countries:

Burkina Faso, Chad, Democratic Republic of the Congo, Republic of the Congo,
Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Rwanda, Seychelles,
Sierra Leone, Tanzania, Uganda and Zambia.

The British Crown Dependency islands of Jersey and Guernsey, under the brand
name Airtel-Vodafone, through an agreement with Vodafone.

Marketing Strategies

In 2004, Airtel went ballistic with glitzy ideas. The collaboration with world famous
music composer A R Rahman brought about their theme song which was an instant hit
among subscribers. The tune went on to make a unique place in Airtels history. The
company rebranded itself in 2010 with a new logo and a new theme song to establish
global identity.

Today, company offers various products such as 2G, 3G and 4G wireless services, High
Speed Internet, Fixed line telephony and DTH services. In a span of 19 years, the
company went from offering mobile telephony services in one city in India to expanding
its operations in over 20 countries.

Being 4th largest mobile operator in the world with a subscriber base of over
250 million, the story of Airtels success will forever motivate those who dare to dream.

Bharti airtel limited - Organization structure (India and South

Asia)

MD & CEO(India and South

asia)
Gopal Vittal

Director-Market
Operations

Director-Consumer
Business

Director-Customer
Experience

Director & CEO-Airtel

Business

Ajai Puri

VACANT

Sarang Kanade

Ashok Ganapathy

Director & CEO Global

Voice & Data Business
Ajai Chitkara

CEO-Direct-to-Home

VACANT

CEO-Airtel Payments
Bank

CEO-Nxtra
Neil Pollock

Shashi Arora

CTO

Global CHRO

Global CFO

Global CIO

Abhay
Savargaonkar

B Srikanth

Nilanjan Roy

Harmeen Mehta

Director - Legal

Chief Regulatory
Officer

Director-Global Supply
Chain

Moti Gyamlani

Sameer Chugh

Ravi Gandhi

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Objective:
The Indian communication market has transformed into a multiplayer, multi product market with varied
market size and segments. Within the basic phone service the value chain has split into domestic/local
calls, long distance players and international long distance players. Apart from having to cope with the
change in structure and culture (government to corporate) , Airtel has had to gear itself to meet
competition in various segments - basic services, long distance(LD), International Long Distance(ILD),
and Internet Service Provision (ISP),Mobile Service Provision.

Objectives of study are:

To develop a market plan for airtel.
What marketing strategies, the Airtel in implementing to defend and increase the market share.
To find who are the competitors of the Airtel and the market shares of the competitors and what
strategies Airtel is implementing to beat its competitors.
To find out how Airtel react to the technology changes in communications sector.

Methodology:
Primary Data Sources:
Observation
Industry Mentor
Secondary source:

Internet Search
News Paper
Magazines
Others

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Airtel Enterprise Services:

Business Need:

Cost optimization: Businesses are constantly working on optimizing cost by

reducing technology spend, managing service levels and demonstrating the
business value of information and communication technology. Airtel solutions
have skillfully optimized costs by streamlining workflows and business processes
across enterprises.
Productivity: Businesses strive towards becoming more productive. Airtel
Productivity Solutions deliver the promise of 360-degree solutions to businesses by
streamlining processes, improving communication, expediting decisions, finding
better & cost-effective ways to do business and equipping employees with the right
business tools.

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 Mobile workforce: Businesses of today require solutions that ensure a secure and
mobile workspace across devices. Airtels smart solutions has enabled effective
mobile workspaces across businesses by providing dependable mobile connectivity
across platforms.

Business expansion: Businesses of today require solutions that

ensure a secure and mobile workspace across devices. Airtels
smart solutions has enabled effective mobile workspaces across
businesses by providing dependable mobile connectivity across
platforms.
Customer engagement: Digital avenues like mobile, video, and
cloud have become crucial as businesses look for new solutions to
interact and engage with customers. Airtel Customer Engagement
Solutions offer deep consumer insights and help connect better
with customers.
Business continuity: Businesses require solutions that help plan
for unexpected outages and disruption of critical processes across
lines of collaboration. Airtels Business Continuity Solutions deliver
Backup Connectivity, Data, Voice and Mobile Hosting, Storage and
Application Management and Security.
Industry type:

BFSI: With the BFSI sector sitting on the cusp of a digital crossing,
mobile has emerged as a crucial way to bank the unbanked and
to digitise customer experience. Airtel solutions help enterprises
differentiate themselves, drive operational efficiencies, and
facilitate a superior customer experience.
Manufacturing and distribution: In the rapidly evolving world
of today, complex operations, partnerships and supply chains can
be transformed for the better with technology. Airtel eases the
functioning of businesses with its comprehensive suite of
connectivity, collaboration and mobility solutions.
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 Government: In the highly digitized global environment, the

government can benefit greatly by moving away from traditional
processes and adopting mobile and digital solutions. Airtels
mGovernance and eGovernance Solutions enable you to shift from
manual to automated processes, empower personnel with digital
mobility, connect geographically dispersed offices and roll out
unique citizen services.
IT/ ITeS: Swift innovation occurs when the means to collaborate,
connect and communicate with partners, employees and
customers are unified. With a gamut of solutions for IT and ITeS,
airtel enables accelerated innovation via seamless
communication and collaboration between partners, employees,
and customers.
Media & entertainment: Customers are more connected today
than ever before with multiple smart devices to access media
universally. In this digital world, airtel simplifies the processes via
which you relay and disseminate information. Our solutions
enable real-time transmission of video, audio, and data for secure
and efficient distribution of digital content.
Education: A rapid evolution of technology has put the emphasis
on a richer learning experience. Airtel leverages this opportunity
and introduces Digital Learning Solutions and customized
applications. These help students achieve their goals and make
life simpler for administrators and parents.

Products & Services:

Intelligent connectivity: Offering end-to-end comprehensive

solutions for network connectivity, airtel's Intelligent Networks
Solution empower your business through customized solutions
and increased coverage. Our MPLS, VSAT, IPLC, Ethernet, Internet,
and NLD help your enterprise reliably adopt technology for
business growth.

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 Enterprise mobility: Catering to the operational needs of your

organization, airtels Enterprise Mobility Solutions make you the
task master of your business with an inclusive service that
provides apps, voice plans & devices and gives your employees
the freedom to work from anywhere.
Collaboration Solutions result in business success: Airtel
Collaboration Solutions brings you an exciting world of
conferencing that enables speedy decision taking saving
colossal amounts of effort and makes ample room for growth
opportunities by promoting teamwork between employees,
partners and customers.
Office connectivity: Whether you are looking to expand your
existing business or start a new one, we offer you a complete
suite of office connectivity solutions. From fixed line to office
internet to mobile data on dongles and Wi-Fi dongles, we have got
it all covered. Airtel's recently launched myPlan for business has
further empowered enterprises with absolute mobile plan
flexibility.
Digital media: Enterprises across verticals now need to manage
and deliver compelling media experiences in more places - faster,
cheaper, and with less complexity. Airtel Digital Media Solutions
ensure end-to-end electronic distribution of content including
content production, acquisition, storage, processing, and delivery.

Global business:
GLOBAL VOICE: We provide a comprehensive portfolio of
solutions to help you deliver high-quality Voice Services that drive
increased satisfaction for your customers. Leverage our services
to increase revenue and deliver to your bottom line.

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As one of the largest carriers of International Voice in Asia and

amongst the top telecom operators in the world, we provide you
with the services your customers demand. Our cable systems are
expansive, and through an aggressive focus on planning,
optimization and fast turn-around times, we are able to offer our
customers uninterrupted service. Needless to say, we are the
number 1 International Long Distance (ILD) Operator in India.
Global data: Experience an always-on connectivity for your
business with our superior infrastructure, innovative solutions and
global reach.With billions of dollars invested in our world-class
network, partnerships with leading global carriers & technology
vendors and over 50,000 employees across the globe, we give
your business that extra edge. From Transmission services to IP
transit to Satellite services, our data solutions can match all your
connectivity needs and help you meet your business objectives.
GLOBAL COVERAGE: With over 400 interconnects with Partners, we are ready to
explore the world with you. Our superior network infrastructure with at least three cables on
every submarine route around the world, enables you to meet both your expansion and diversity
needs across regions. With a special focus on high-growth markets in Asia-Pacific, Middle East
and Africa, our expansion is an endeavour towards enhancing your world, your way.
Partner connect program: Partner your business with airtel and reach
out to the world. airtel is a leading integrated telecommunication company
with operations in 20 countries across Asia, Americas, Europe, Middle East
and Africa. Let's combine our goals whether you sell our solutions or make
them part of your solutions. Our partnership model ensures continued
success of your business by offering competitive product portfolio, dedicated
sales & solutions support and a global network. Let's together aim to acquire
new business and markets.

ANSOFF MATRIX

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MARKET PRODUCT
PENETRATI DEVELOPME
ON
NT
ENETERED IN
IPLC PRODUCTS
BROADBAND
AND FIXED LINE
MARKET

MARKET
DIVERSIFICA
DEVELOPM TION
ENT
OUTSOURCING
LOOKING FOR
OVERSEAS
MARKET

To portray
alternative corporate
growth strategies, Igor Ansof conceptualized a matrix
that focuses on the firms present and potential products
and market/ customers. He called the four productmarket strategic alternatives
Market penetration [existing market + existing product]
Market development [existing product + new market]
Product development [existing market + new product]
and
Diversification [new product + new market]
The company should follow all four strategies depending
on the demand and product as indicated in the matrix.
The company perhaps needs to be focused more on
comparatively neglected area of the diversification.
MARKET PENETRATION: Airtel entered in broadband
and fixed phone line market.
PRODUCT DEVELOPMENT : IPLC Products
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 MARKET DEVELOPMENT: Airtel is now looking for

overseas market. Company has already made his
presence in Nigeria and Seychelles.
DIVERSIFICATION: Airtel has now outsourcing some of
its services like customer services with IBM.

INDUSTRY STRUCTURE FOR PORTERS MODEL

The industry structure has become relatively unfavorable
compared to earlier monopolistic times.
Prior to competition
post competition

Supplier Power
Low

Supplier power
is moderately
high

Entry Barriers low

INDUSTRY
ATTRACTIVENESS

Threat of
substitutes low

HIGH EARLER
Entry barriers high

LOW NOW

BPC
getting
higher

Threat of substitutes
high
Bargaining power
of customers
(BPC) getting low
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The earlier pattern used to be that the national telecom

used to own every segment of the value chain till the
international gateway. With liberalization there was
competition in virtually every segment. There are
companies that provide local connectivity, those that
functions as long distance carriers, and those that provide
only gateway links. Some integrated players operate in all
segments. The intensity of competitive pressure across
the chain is reflected in the downward spiral being
witnessed in tariffs and prices to customer.
The value chain for cellular mobile services and Internet
Service Providers (other than cable based net
connections) is similar in as much as the calls reach the
destination through similar local loop, long distance and
international gateway.
ENVIRONMENTAL ANALYSIS
It is systematic examination of all three levels of the
environment with at least three purposes:
Detecting important economic, social, cultural,
environmental, health, technological, and political trends,
situations and events.
Identifying the potential opportunities and threats for the
institution implied by these trends, situations and events.
Gaining an accurate understanding of your organizations
strengths and limitations.

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STEEP refers to change in the social, technological,

economic, environment and political sectors that affects
organization directly and indirectly.
A STEEP analysis of the micro environment indicates that
economic (a phone call being a cheaper way to stay in
touch than outstation travel for example) and social
factors (working outside the home town) have forced the
pace of utilization of technology (Public call offices,
mobile phones, network companies). Increasing customer
awareness has raised expectations and vocal demands
are being articulated for customer rights; such political
factors have in turn impacted the competitive
environment by way of entry of private players,
independent regulation, and a policy framework titled
towards a level playing field for new entrants. A near
environment analysis indicates that the competitors are
becoming active resource rivals (political and financial)
apart from applying pressure as customer rivals. The
customer has, needless to say, benefited from increasing
choice from within the communication services basket
itself.

CORE COMPETENCE
Airtel core competencies are sales and promotions and as
of now airtel is being leading brand in mobile services in
India. Airetl have three big personalities Viz. Sachin
Tendulkar, Shah Rukh Khan and music maestro A R
Rahman for endorsing their products and services.
Currently airtel is outsourcing there no competence
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function and try to fully concentrate on his core

competency that is sales and promotion.
FINDINGS
Strategic Alliance The company has the strategic
alliance with Sing Tel. The investment made by Sing Tel is
one of the largest investments made in the world outside
Singapore in the company. The company also has a
strategic alliance with Vodafone. The investment made by
Vodafone in Bharti is one of the largest single foreign
investments made in the Indian telecom industry. The
companys mobile network equipment partners include
Ericsson and Nokia. In the case of the broadband and
telephone services and enterprise services (carriers),
equipment suppliers include Siemens, Nortel, Corning,
among others. The company also has an information
technology alliance with IBM for its group-wide
information technology requirements and with Nortel for
call center technology requirements.
Outsourcing The call center operations for the mobile
services have been outsourced to IBM Daksh , Hinduja
TMT, Teletech and Mphasis
Overseas Market Airtel is looking for overseas market
and already started operation in Nigeria and Seychelles.
Competition Airtel is facing strong competition from
MTNL and BSNL inspite of the fact they are far away from
airtel technological but these two have a inside rach in
rural and urban area and have low tariff rates.
Brand Ambassador Airtel have strong brand
ambassador , Sachin Tendulkar, Shahrukh Khan and A. R.
Rehman to promote their product and services .
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 Leader in Telecom market Airtel is holding a position of

Market Leader by having 21 percent of the total market
share.
RECOMMENDATIONS
After the complete analysis of entire STUDY we put put
forward a set of recommendations which are as follows:
Pricing Depending on the market conditions /
competition from cellular or wll-mobile service providers
and also to suit local conditions , there should be flexible
pricing mechanism ( either at central or local level)
Improvement in Technology Airtel should immediately
shift to third generation switches by replacing its c-dots
switches . This Will Improve the quality of service to
desired level and provide simultaneous integration with
nationwide network. The special distribution of
transmission towards should be increase to avoid no
signal pocket
Establishments of Distribution Channels Airtel
should establish widespread network.
Untapped Rural Market Large part of Indian rural
market is still untapped therefore airtel is required to
bring that area under mobility.

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