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AIRTEL MOBILE SERVICE

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

PREPAID SERVICE & POST PAID SERVICE

Services Subscription Services Call Management Services
Breadth of service offering Narrow many Number s of markets few served Service focused Fully focused wide unfocus ed Market focused

Mail, Messaging & More

Data Services Operator Services Phone Backup

WHATS NEW

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.

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

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

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.

7p 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 electronic distribution Promotion: advertisement on TV, radio, internet, poster, magazine, newspaper etc Brand ambassador- SHAHRUKH KHAN, SAIF ALI KHAN, KAREENA KAPOOR

7p of service marketing
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

COMMUNICATION MIX
PERSONAL COMMUNICATION SELLING CUSTOMER SERVICE ADVERTISING PUBLICITY & PUBLIC RELATION PRESS RELATION PRESS CONFERENCE INSTRUCTION MATERIAL WEB SITES MANUALS

BROADCAST PRINT

TRAINING TELEMARKETING

INTERNET DIRECT MAIL

SPECIAL EVENTS SPONSORSHIP

BROCHURES

SERVICE BLUEPRINT
F R O N T

Visit to shop Take a sim card Visiting card Relevant documents S T ---------------------------------------------------------LINE OF INTERACTION-----------------------------------------W A Customer see all the G F Prepaid & post paid SIM Verify satisfaction by Bill payment & Analyzing the plan E get visiting card

Which are available LINE OF VISIBILITY B Vendor send documents Service provider verify W A To service provider All the documents C -----------------------------LINE OF INTERNAL PHYSICAL INTERACTION----------------------------------------K F Maintain all prepaid F Bill preparation Maintaining billing & post paid SIM & recharge S system T ---------------------------------LINE OF INTERNAL IT INTERACTION-------------------------------------------------A Customer records G DATABASE Ordering and billing E Inventory / purchase

COMPETITORS

PERCEPTUAL MAP
Low quality
Virgin mobile Tata Indicom Idea BSNL

High price

Low price
Reliance Vodafone Airtel

High quality

DISTRIBUTION

DELHI HIMACHAL PRADESH J&K HARYANA PUNJAB

ASSAM ANDHRA PRADESH WEST BENGAL GUJARAT KARNATAKA

ORISSA RAJASTHAN MADHYA PARDESH MAHARASHTRA GOA

UTTAR PRADESH BIHAR TAMIL NADU KERALA

STP
SEGMENTATIONOn the basis of geography Divided Indian market in telecom circles Subdivided states into category A,B,C

STP
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

STP
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

REPOSITIONING

Touch tomorrow

Live every moment

Express your self

TAGLINE

REPOSITIONING:
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

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.

AGAIN REPOSITIONING:
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 Airtels network coverage.

EVALUATION OF SERVICE
Dimension Credibility Rating 4

Security
Access Communication Understanding the customer Tangibles Reliability Responsiveness Competence Courtesy (politeness)

6
5 6 5 6 5 5 6 5

Evaluation by SERVQUAL
1= STRONGLY DISAGREE 2 3 4 5 6 7= STRONGLY AGREE

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

GAP ANALYSIS
There is some gap 1. 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

GAP ANALYSIS
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.

SERVICE BLUEPRINT flow chart

Customer come to shop Interact with vender LINE OF VISIBILITY
F R O N T S T A G E

Identify prepaid or post paid connection according to need Customer provide relevant documents Take a sim card

Identify the plan which are available in pre paid or post paid Select a plan according to convenience Take a visiting card for further contact

 Vender hands over all the document to manager the manager sends the documents to company head quarter Evaluation of documents of customers occurs Eligibility criteria fulfilled not fulfilled

Provide various services (to make their customer is a loyal customer)

Service provider With draw its services

Billing facility for post paid holders