anoop Koshy II Sem MBA Marian International Institute of Management (MIIM)

Airtel, is an Indian telecommunications company Headquartered in New Delhi, that operates in 20 countries across South Asia, Africa and the Channel Islands. Airtel is the third largest telecom operator in the world with over 243.336 million customers across 20 countries as of March 2012. It is the largest cellular service provider in India, with over 181 million subscribers at the end of March 2012. Airtel is the third largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. Revenue ` 596.01 billion(2011) Profit ` 60.46 billion (2011). Total assets ` 1,007.85 billion (2011)

At the time of launch The first mover in the market was Airtel which launched its services in Delhi in Aug 1995 (Informal launch). Essar Cell phone followed by launching its services informally in Oct 95. At this point of time, the market was at a nascent stage, awareness level was low and both operators independently tried to spread awareness and educate the people.

The product or service is the heart of the marketing mix. Without a product or a service custome rs' needs cannot be satisfied

a)They take personal responsibility to "get" the answer for any problem faced by the customer. b) They anticipate customers' problems and take proactive steps to prevent them. c)They give answers to the questions & requests, quickly &efficiently. d)They have a positive tone & manner while interacting with customers. e)They end the interaction on a positive or a humorous note-making the last 30 seconds count.

INTRODUCTION

GROWTH

MATURITY

Marketing Objectives

Create product awareness and trial

Maximize market share

Maximize profits whole defending market share

INTRODUCTION GROWTH
Product Offer a basic product/service.

MATURITY

Offer value added Increase in services. number of value added services.

Price
Distribution

Charge cost-plus Price

Build selective distribution

To penetrate market
Build Intensive distribution.

Price to match or best competitors

Build more intensive distribution

Advertising

Build product awareness among early adopters and dealers.

Use heavy sales Promotion to entice people to subscribe

Build awareness Stress brand and interest in the differences and mass market benefits
Increase to Build and maintain relationship with customers Increase to Encourage brand -switching

Sales

Promotion

Today, the 70% Airtel users preferred to remain with Airtel. Also good no. of users who were willing to switch from their respective subscribers showed interest in Airtel. Hence, these statistics imply a bright future for the company. Also the company is now providing more services. The main marketing technique of Airtel is, acts according to the minds of people.

Customer-Defined Business Processes

Based on Customer Specifications, AirTel have webbed many business processes on the following concepts: Delivery time Turn around time Lead-time Time to market Other performance indicators

Result Oriented Approach

Each process has been designed by first planning the desired result. The targeted results are then arrived at through identification of the following: The next-customer and end-customer expectations. Quantifiable purpose of the process and key result areas. Past experience of "What went wrong and can go wrong".

In 2002, Airtel signed on music composer A R Rahman and changed its tune to "Live every moment": Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India. But that was just part of the ongoing communication.