Product Strategy

Airtel, is an Indian telecom MNC based in New Delhi,

India.
Operates in 20 countries across South Asia, Africa, and
the Channel Islands
Found on 7 July 1995 by Sunil Bharti Mittal
Largest in India, 4th largest in the world
Also provides fixed-line, broadband, digital TV,
mCommerce
2nd Most valuable brand @ $8.2 billion

Introduction

For every 100 living individuals within an area

73.55 wireless
connections

2.25 wireline
connections

Urban
140.44

Urban
5.80

Rural -43.82

Rural 0.68

Wireless Subscribers
377.36
41%

537.56
59%

As of 30th June 2015

Total monthly growth rate 0.52%

Urban monthly growth rate 0.68%
Rural monthly growth rate 0.30%

Urban
Rural

Market Share

Short codes &

special character

ase of getting a
connection

DND
services

Family
packs
Handset
offers Airtel

My plan

Airtel
Live

Special
recharges

Good network
Fixed line
services
Cellular
services

CORE
BENEFIT

Internet
access

Communication

Good customer service

Video
conference

3G
packs

Voice mail
service

Airtel CUG
Free MMS service

Special number
assignments

Broadband
Seemless 3G
connectivity

Product levels

International
roaming

Basic
Product
Expected
Product

Handset
offers

Airtel
money

Augmented
Product

 Width
Length
Depth
Consistency

Product Mix

Airtel
Mobile
Services

Digital TV

Post-paid

Set top boxes

Pre-paid
Television
VAS

Internet on
TV

Telemedia
services
Mobile
Internet

Corporate
internet

Internet for
home

Toll-free voice

Dongles &
routers

Fixed Line

Broadband
TV

MPLS

Movies

Product Mix

Business

 Features

Free Wi-Fi internet in Cabs: Uber-Airtel 4G tie up

First Mover Advantage: Airtel 4G
Payment Bank service: airtel Money
1000 new CO-CO stores to come up by December
Partnering with Eros now for Wynk movies

Product Differentiation

Thank You