2. A Consumer, Competitor and Product Strategy Analysis
Sangeeth Elka B022
Soham Kadam B033
Saurabh Kala B034
Prashanth K B038
Sumeet Mishra B043
Abhiram PVK B047
AIRTEL
A Consumer, Competitor and Product Strategy Analysis

3. Introduction
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 $8.2 billion

4. The Growing Wireless Telecom Market
Total monthly growth rate 0.52%
Urban monthly growth rate 0.68%
Rural monthly growth rate 0.30%
For every 100 living individuals within an area
73.55 wireless connections
Urban –
Rural
2.25 wireline connections
Urban – 5.80
Rural – 0.68

5. Market Share

6. Competitive Strategy Comparison
Parameters
Airtel
Vodafone/ Hutch
Targets
Urban, semi-urban and rural
Urban
Catchy Tunes
Airtel Signature tune, Har ek friend Zaroori hota hai, Jo tera hai who mera hai
You and I in this beautiful world
Major Campaigns
Express Yourself, Smartphone Network
You and I, ZooZoo
Appeal
Emotional and Cultural aspects
Contemporary trends
Market Share
22.48%
18.16%
Associations
Satyamev Jayate
Airtel Indian Grand Prix 2012
Airtel Rising Star soccer talent hunt
• Vodafone IBL 2013
• Vodafone Cycling  Marathon

7. PESTEL analysis Political Technology
Good policies and responsibility for providing secure network.
Political
First wireless operator to supply roaming and long distance call services. Optical fibre line of kms.
Technology
Strict legal obligations regarding 3G auctions would favour Airtel
Legal
Trying to cater to all age groups with new initiatives like the ‘My Plan’ offer
Social

8. SWOT Analysis Strengths Weaknesses Opportunities Threats
- Largest operator in India
- 4th largest operator in the world
- First to launch 4G in India
- Well-established nationwide infrastructure
- High brand equity
- Connects with Indian culture
Weaknesses
- Debt and finances
- Africa acquisitions and operations
- Late adoption of 3G and advanced wireless technologies
- Untapped voice market
- 3G and data revenue
- Mergers and Acquisitions
- Tapping 4G LTE for handsets
- High competition in the telecom market - Unfriendly regulatory environment; expected to discontinue given the intentions of the new government
- - Mobile Number Portability: More choices for the customer
Opportunities
Threats

9. Analysis of the Respondent Data (Personal)

10. Analysis of the Respondent Data (Questionnaire)

12. Key Insights For Airtel
Only 5% of the people who own an Airtel SIM cite availability of recharge coupons as a major issue.
Key Improvement Areas:
I. Data Service: 31.57% (Mixed)
II. Quality of Network: 26.31% (West & Southwest India)
III. Customer Service: 23.68% (South India)
53.4% are brand loyal (for Airtel) when the new handset being bought is a low-budget handset while the same figure is 83.4% if the handset is high end (> Rs. 20,000).
Working professionals are more brand loyal than students as far as Airtel is concerned. Corporate-specific CUG plans should be worked upon.

13. Segmentation and Targeting
Segmentation and Targeting based on :
- Geographical Regions
The different geographic regions are handled independently and different campaigns are run according to the tastes and preferences of people in each region
- Demographics (Age and Income)
Targets younger population by providing them cheap call/message rates at night and cheap internet plans in 2G
Targets elder population by providing plans for calls at reasonable rates and Internet plans for 3G
Targets lower income groups by offering them cheap and affordable lifetime validity prepaid cards
Targets higher income groups by offering them premium services like VAS(value added services), GPRS plans and 3G technology

14. Positioning
Re-positioned as a service for the youth especially college going students
Introduced internet data sharing pack
1998 to 2002
2002 to 2006
2006 to 2008
2008 to 2013
2013 to Present
The Smartphone Network
Re-positioned as a service for people across diverse cultures, age groups and professionals
Airtel’s signature tune by A.R. Rahman and ad featuring people from different nationalities and age groups
Re-positioned itself as an omnipresent service that can be leveraged for daily activities
Positioned as a service for the Urban Elite and Professionals
Mobile phone was an expensive gadget for business people

15. Campaigns Smartphone network Unlimited Calling and Internet all night
Boss is the wife
Advertisements everywhere regarding 3G network expansion by 42%
Videos on website to educate the consumers about 3G and Airtel
Unlimited Calling and Internet all night
Pre-Marriage setting
Airtel Live and Internet
One rupee videos and songs
Airtel Money
Multiple Language launch
Apni boli ka apna mazaa
Youth oriented
“Har ek friend zaroori hota hai” and “Jo tera hai, woh mera hai”
Internet pack sharing
Airtel Music
“My Song, My Story”

16. Marketing Mix
Product: Prepaid and Postpaid, Data services and Value-added services
Place: Matchbox Strategy
Promotion: Constant advertisements throughout the year focusing on different aspects of the product
Price:
At par with all the competitors.
Re. 1 video on Airtel Live!
Customized plans for Prepaid and Postpaid consumers

17. Conclusion