This report analyzes the marketing plan of Bharti Airtel, a telecommunications giant in India. It discusses the company's current market position, marketing strategies, and financial position. It also explores how Airtel defends its market share and competes in the changing technological environment.
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Marketing PlanofBharti Airtel0 Title: Marketing PlanofBharti Airtel Assignment Code and Title: Student Name: Course Name and Number: Professor: Date:
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Marketing PlanofBharti Airtel1 Executive Summary The telecommunication giant, core competitor, an Indian business conglomerate Bharti Airtel has their headquarters in New Delhi, India. Mr. Sunil Bharti Mittal found it in 1976 with operational nodes across Asia and Africa, with almost 18 countries in their chain. The pivotal aim of this work is to analyze the corporate giant Bharti Airtel as per its current market position, marketing strategies, financial, economic and social position of the company. This report also discusses marketing techniques used by Airtel to defend an increase in market shares and find the competitors of the Airtel and how it fights sportingly in the business game. And most importantly, how it reacts to changing technological environment in the Mobile research application domain. Contents
Marketing PlanofBharti Airtel3 Introduction Bharti Airtel Limited Company is a famous corporate giant in the Indian Global telecommunications Field since its advent on 7thof July, year 1995. It is adivision of Bharti Enterprises. The advent is from New Delhi, India, spanning across 20 countries belt to South Asia and Africa. The Service landscape consists of GSM, 3G, 4G LTE, fixed line broadband andvoicewhichiscompanydependent.AirtellandscapealsoencompassesVoLTE technology. Bharti Airtel has its name being the third largest Mobile Network giant in India and famous as the Ninth largest successful network operations worldwide. The Number of subscribers are booming number of 293.79 Million. Thus introducing India’s most recognised brand with high ranking declared by Millwar Brown and WPP Ps. Situation Analysis The Incorporation of Bharti Airtel is earmarked in the history of business as per 7thof July in the year 1995 being the most renowned flagship company and important part of Bharti Enterprises on the whole. Bharti Group has a diverse business portfolio. The Global business giant has created many products and services in the area of the telecommunication sector. Some products and services of Airtel are; 3G/4G Technology, Digital TV, Broadband, Enterprise solution, Mobile Data Service and Android-based Tablets, still much more till date. The revolutionary corporate giant has left no stone unturned in making the world connect with others through Mobile towers and network or Information sharing through Data webs. Airtel as famous Indian telecommunication Giant operates extensively in 20 countries across several continents such as South Asia, Channel Islands and extended to Africa even. (Banik & Nag, 2016). The operation of a GSM Network country wise with 2G or 3G services as per Country and Operation is the total monopoly of Airtel. As per 2012 data, the Giant Bharti Airtel has loving customer crowd over 243.336 . This data has been formulated for 20
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Marketing PlanofBharti Airtel4 countries. It is the 3rd largest telecom operator in the world. In India, Airtel’s name reigns supreme as a mobile service provider with over 176.95 or more subscribers again as per 2012 data. The first leading competitors for Airtel in telecom sectors are China Mobile and China Unicorn again as per 2012 data. Airtel being coined from Bharti Airtel workspace, is a corporate giant and most importantly the first private company catering to 23 telecom circles. Since its inception from way back 1995, Airtel has been a forefront player in technology, mobile, research, and development and has steered the course of International business with itscustomer service reigning supreme in world-class leveland high end, high performance products. The business of Airtel is encapsulated in a shell which can be broken down into basic strategic segments; Mobile World, Airtel Tele media Web and Enterprise Network. Let us ponder over the Market Share Airtel has as depicted by this picture. The data can change with the changing time and date and the maturing effect of the business environment (Prasad & Mishra, 2014).
Marketing PlanofBharti Airtel5 Image Source: (bsmedia.business-standard.com) If seen the market share of GSM operator be it Vodafone Essar, BSNL, Aircel, MTNL and Loop along with Uninor, Videocon and Idea Cellular,. Airtel has a considerably higher share and it is more than 28.35% or maybe much more than that in real-time markets. While choosing the tower for Data or cellular service, the service provider also looks into the issues of network breakups, slow connection, no internet problems and duplicity in bills problems. Airtel facilitates to provide all types of services and help to people and in their advertisement. They have shown reaching all outer regions of the globe, the far off villages and places where at times electricity is also a big problem, but Airtel along with its tower and services has always reigned supreme till date very successfully (Mann & Jha, 2015). What they need to improve in situation analysis is to develop a more strategic alliance with providers, who provide assistance in improved towers, customer support and services, and flexible tariffs, shorter to upper grade as per all segments of society so it is plain sailing to
Marketing PlanofBharti Airtel6 communicate, work and browse for all. All this would improve the situational analysis of Airtel much more (Gök & Hacioglu, 2010). SWOT Analysis Strengths:With customer record of booming 65 million since the year 2008, Bharti Airtel is renowned as the most acknowledged cellular providers in India. It has most improtantly proved itself in the field of Broadband related services and of course, is the King of Telephone applications world. It has a pivotal role in telecommunication services, be it domestic and corporate clients and retailers (Ravikumar, 2015). Weakness:When the business started its initial phase by the great Mr. Sunil Bharti Mittal, the story entails past incident of few years ago, the business has little or zero knowledge of cellular technology and their contextual working principle on all domains. So the start-up business was skilfully handled as an outsource project by the experts in the field. Until the current scenario, when Airtel did own everything from scratch and their own network terminology, advertising boomed with business ventures, prior to this, the towers and business were much in the hands of Hutchison Essar. Opportunities:With all the partnerships intact, the new iPhone is the outcome via Airtel distributors across the globe. Another event in which partnership venture is noted in history with BlackBerry Wireless Solutions. Well, every dark cloud has a silver lining (Vaněk, Mikoláš & Žváková, 2012). As Airtel outsourced its business to industry experts in earlier days, this gave it enough time to do research and development and also put questions on industry formulated approaches and stringent continuous practices, for example, the decisiontoreplacetheRevenue-Per-Customermodelwithcosteffectiveandmore comprehensible Revenue-Per-Minute model, well accustomed to Indian Environment which is diversely distributed to small and remote villages, 120,000-160,000/year and town.
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Marketing PlanofBharti Airtel7 Threats:With Vodafone being a core competitor or having an on/off relationship with Airtel, is quite a threat in itself. Vodafone owns 5.6% stake, which it sold back to Airtel and invested in Hutchison Essar, which has been a rival for Airtel since long. So the knowledge, tower, network, and technology setback from this incident was a big one for Airtel. With an increase in globalization in telecommunication, an extension of business venture could be in losses if the world goes into recession scene (Xing & Tu, 2014). This aforesaid incident was also responsible for not joining hands with South Africa's MTN. Target Market & Positioning Whether it is mobile data, blackberry service galore, push technology, web-enabled automatic referencing email solution with automatic and bewildering push technology saga, USBbased modem for instant connectivity to applications and corporate knowledge, Airtel data card to exemplify liberal high-speed Internet access anytime and anywhere with powerful towers all around the world. With offload pressure on billing staff, operating system independent wireless network, Airtel has reached the acme of success until 2019 (Limited, 2016). Whether to talk about GPRS based solutions of Mobile application enterprise tools, automatic meter reading elements, track Master or SMS based solutions for private and corporate centers and call centers specifically, Airtel reigns supreme in all the segments. Later in Beetel Teletech Ltd, a successful branch of Bharti Enterprise Ltd gave birth to Android operating system tools based on Google. This was to replace the high demand for reasonably costed computingrelateddeviceswith thefastest growing needsof rich technology research paradigms (Jain, Mittal & Sonwalkar, 2018) of the E-World. Not only this, the technology solutions can be extended in the enterprise segment giving connectivity in mobile circles of business segments and fixed-line applications, for example, VSATs, various configuration ISP and different domain International Bandwidth setups using the landing stations and gateway nodes. And of course, no one can forget the Direct to the
Marketing PlanofBharti Airtel8 famous and inevitable Home TV galore of services abroad India famously known as Airtel Digital TV started since 9th October 2008 has ruled the entertainment segment till date. The market liquidity position is dwindling. The absolute Liquid Ratio is unstable over the important measurable period due to changing of Liabilities which are liquid in nature constituting the index. Equity ratio thus calculated after all this has been hiking up as a result of outsider’s investment or funds deposited. The company must balance its income without increasing the operational costs and daily expenses. The decrease in sales and customer complaints has resulted in a steep decrease in the profitable position in the company graph (Mahajan, Misra & Mahajan, 2017). The company needs to control the Profit Marginal Costs. Marketing Mix Strategy Let us study the Marketing Mix strategy for Airtel by pondering over some research. The paper of Indrajith Mallick tells that Airtel can face trading problem due to interbank activity in their money markets that is the allocation of liquidity not in proper form. This effect can also be described as “An over the counter effect”. One needs monetary intervention for bargaining games to win the profitability in the market. This work studied the profitability performance of renowned Indian public sector banks (Joshi Sethi, 2019). Their guidelines should be used by Airtel to maintain a proper balance in their banking operations and this can save them from dwindling graphs. The company should maintain its financial position by balancing the debt position by increasing its sales by controlling the additions of fixed assets. Airtel is advised to maintain the important level of profit in operations segment in order to survive and sustain the dividend pay-out on shares and thus increase their share values and earnings in International Markets (Hou, 2015). 1.Product-Basically, the Bharti Airtel Business comes in two main strategic groups; Mobility providing GNM Mobile service in all 23 telecoms Indian circle and Infotel
Marketing PlanofBharti Airtel9 providing telephone and Internet services over DSL in 15 circles. This data can vary according to era, research and the maturation effect of time and year. The company augments the landscape fo services in mobile, telephone and broadband with national and international long distance zones as well.Airtel is the brand name in mobile and other sectors as well, which connects people all across the globe especially in India. The modest journey entails a business saga which has its decent marginal beginning from Delhi's regional operator to the mobile giant which is second largest in the entire Asia Pacific region. Their story makes motivating lessons for new entrepreneurs and business learners. 2.Price-BhartiAirtelusesthecompetitivestrategyofpricinglikemanyother successful network service providers due to the thrilling competition being present in the telecom sector. At times, it also adopts flexible pricing strategy depending upon the existing market situations. In last few years of Airtel Business Graphs, as the operating profit margin has increased, as a result, the earning and share value along with a dividend pay-out ratio has increased four folds. A total watch out situation before taking any business leap, partnership, and ventures. The planning and design of costing have to be done stringently. Expenses need to curtail. Customer feedbacks, delay in operation and consumer issues need to be addressed as a priority (Dwivedi & Sharma, 2011). The hardcore competition and stringent marketing conditions by cellular and other mobile service providers along with local protocols of the cellular business, Airtel should follow flexible pricing schemes well suited to all sections of society. Also, it should reach out to rural and urban areas. 3.Place-The towers play an integral role for the company if it wants to provide total coverage country or nationwide (Soheli, 2016). With the maturation environment for the business decided its future, so Airtel made a mistake not pulling off an investment and the business deal with the South Africa's famous MTN. This company has a Intelligent
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Marketing PlanofBharti Airtel10 customized E-version of the famous search engine Google which could give a big boost to Airtel brand and its superb advertising could rank up the business in India for Google engine. Although Global telecommunications and emerging technology successful telecom brands see Airtel as a key strategic player in the M-Commerce and E- Indian Business Arena (Kaur Sahi, Sambyal & Sekhon, 2016). The stakeholders for Airtel Market comprise of Sony Ericsson, Nokia and the strategic alliance with SingTel. They are corporate giants who have kneaded knowledge and technology web all across the globe for telecommunication networks with their coverage of the whole Indian Nation worldwide. This has underpinned its mushrooming followers, partners and Customer base (Agarwal & Ramakrishnan, 2010). The twist of events graduated with Mr. Anil Ambani from Reliance communication joined hands with MTN, with the African telecommunications market joining hands with Reliance. So, maybe the global telecommunication giant in the next segment is the aim of Airtel to capture Indian markets (Pandey & Pattnaik, 2017). 4.People-The outsourcing of mobile services has been allocated to Teletech and Mphasis, IBM Daksh and Hinduja TMT. The great investment and business alliance for Airtel is earmarked in the overseas market with their advent of operations in Nigeria and Seychelles (Dhir, Ongsakul, Ahmed & Rajan, 2019).MTNL and BSNL are Airtel’s core competitors in spite of lagging behind their technology infrastructure. But these two have inside reached in rural along with urban areas with profound planning and operations of low tariffs and easy operation.Airtel is a corporate giant holding telecom market share of about 28% or maybe more till this date. Airtel proves to give better services than others in the telecom market and hence has proven record of being unique of them all in share market history (Malik, Aziz & Hassan, 2014).
Marketing PlanofBharti Airtel11 The scalable matchbox strategy has earned accolades for Airtel many folds. The Joint venture decision with the famous Vodafone Essar and the well marketed Idea Cellular to successfully create Indus Towers, unique and independent in its operations was an earmarked victory for Airtel. Another feature in the kitty is IPTV as a new service as a long term strategy (Raza, 2015). 5.Promotion-The Company organizes famous and prominent promotional campaigns. The promotion strategy which it adopts is the 360 branding. The company has hired renowned celebrities for endorsing the brand. As it has been seen that Mr. Sachin Tendulkar, the great renowned cricketer, the famous actor Shahrukh Khan and eminent musician A.R. Rahman are Airtel’s brand ambassadors (George K. Amoako, 2012). 6.Process-C-dot switches have a traditional background of technological research paradigm, so it would not fetch high-profit margins. This should be soon replaced by more profitable, feature enriched third generation switches to improve upon the present situation with the desired quality and level of customer services. This should further facilitate simultaneous integration with a nationwide network. No Signal pocket problems can be avoided if the special distribution of towers is there with a large number (Dvořák & Poutník, 2017).Widespread and conspicuous distribution of channels and services should be given by Airtel in all rural and urban areas to match the rough market competition. The distribution network should work on product visibility and availability in all important locations (Ali Raza, 2012).The research and development team of Airtel should harness untapped large segment of Indian rural and even urban market to establish mobility in that area and thereby earn a good market profit share (Anand, 2011). 7.Physical Evidence-Airtel has a good strategic alliance with SingTel since long. Outside Singapore, it is the highest bidder and investment maker in the whole world. Vodafone is another strategic alliance maker with Airtel in the Indian Telecom Arena. This is thought
Marketing PlanofBharti Airtel12 provokingly one of the largest and most successful segments of single foreign investments in the field of varying service giving broadband, message and call giving telephone services and the booming enterprise services as carriers. IBM plays partner to Airtel in Information Technology deal for its group-connected Information technology needs, along with the famous Nortel being interconnected for applications call centre IT inputs (Damodaran, 2013). RecommendationsandConclusion To conclude this marketing report, one must entail all the resources and pivotal point of this market study and research. Be it Airtel’s strategic alliance, outsourcing, overseas market, etc. to attain a complete picture. From the above discussion and analysis, it can be concluded that Bharti Airtel has maintained its pace in the market be it a strategic alliance, outsourcing,overseasmarket,takingcareofthecompetition,maintainingitsbrand ambassadors place or holding a place as a leader of the telecom market. Airtel needs to increase its marginal profitability by all the good measures as stated in Market Mix. Also while seeing the operational costs, the overheads, daily wages and miscellaneous costs should also be taken in account. After the entire analysis, synthesis and knowledge mining of Bharti Airtel, its repute, lineage, and history with market value, some recommendation matrix is the need of time as per the study with respect to Market Analysis for Pricing of Products and Services, Technology Advancement and Research, Diversity in Distributed Channels, Untapped rural segmentandmuchmore.Airtelneedstocarefullystudyandimproveuponthese considerations especially formulate a strategy to uncover the Market Risks and Develop a flexible, user-friendly and progressive portfolio for its Telecom and Mobile Sectors. References Agarwal, R., & Ramakrishnan, V. (2010). Telecom Sector Infrastructure: A Quantitative Analysis of the Past, Present and Future.SSRN Electronic Journal.
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Marketing PlanofBharti Airtel13 Ali Raza. (2012). Impact of relationship marketing tactics on relationship quality and customer loyalty: A case study of telecom sector of Pakistan.AFRICAN JOURNAL OF BUSINESS MANAGEMENT,6(14). Anand, P. (2011). Talent development and strategy at telecom major Bharti Airtel.Strategic HR Review,10(6), 25-30. Banik, A., & Nag, T. (2016). Bharti Airtel and Zain: A Journey into New Territories.Global Business Review,17(6), 1510-1515. Damodaran, S. (2013). New Strategies of Industrial Organization: Outsourcing and Consolidation in the Mobile Telecom Sector in India.SSRN Electronic Journal. Dhir, S., Ongsakul, V., Ahmed, Z., & Rajan, R. (2019). Integration of knowledge and enhancing competitiveness: A case of acquisition of Zain by Bharti Airtel.Journal Of Business Research. Dvořák, M., & Poutník, L. (2017). The Impact of Different Determination of Intangible Fixed Assets in Accordance with CAS and IPSAS on Financial Statements.European Financial And Accounting Journal,2017(3), 103-116. Dwivedi, H., & Sharma, L. (2011). Leadership through Innovation and Creativity in Marketing Strategies of Indian Telecom Sector: A Case Study of Airtel Using Factor Analysis Approach.International Journal Of Business Administration,2(4). George K. Amoako. (2012). The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana.African Journal Of Marketing Management,4(2). Gök, O., & Hacioglu, G. (2010). The organizational roles of marketing and marketing managers.Marketing Intelligence & Planning,28(3), 291-309.
Marketing PlanofBharti Airtel14 Hou, L. (2015). On Market, Competition and Regulation in the EU Telecom Sector.SSRN Electronic Journal. Jain, S., Mittal, A., & Sonwalkar, J. (2018). Human Resource Development Strategies in Indian Telecommunication Industry with Special Reference to Bharti Airtel Limited-An Empirical Study.LBS Journal Of Management & Research,16(1and2), 28. Joshi Sethi, U. (2019). Pay structure and organisational citizenship behaviour: A study of Telecom sector in India.Journal Of Management Research And Analysis,6(1), 3-8. Kaur Sahi, G., Sambyal, R., & Sekhon, H. (2016). Analyzing Customers' Switching Intentions in the Telecom Sector.Journal Of Global Marketing,29(3), 156-169. Limited, V. (2016). Hindustan Zinc Limited: Results for the Third Quarter and Nine Months Ended December 31, 2018. Retrieved fromhttps://www.prnewswire.com/news- releases/hindustan-zinc-limited-results-for-the-third-quarter-and-nine-months-ended- december-31-2018-300781330.html Mahajan, V., Misra, R., & Mahajan, R. (2017). Review on factors affecting customer churn in telecom sector.International Journal Of Data Analysis Techniques And Strategies,9(2), 122. Malik, S., Aziz, S., & Hassan, H. (2014). Leadership Behavior and Acceptance of Leaders by Subordinates: Application of Path Goal Theory in Telecom Sector.International Journal Of Trade, Economics And Finance,5(2), 170-175. Mann, P., & Jha, M. (2015). The Quality of Services and Their Impact on Customer Satisfaction in the Telecom Sector with Reference to Mobile Service Providers.Indian Journal Of Marketing,45(6), 53.
Marketing PlanofBharti Airtel15 Pandey, S., & Pattnaik, P. (2017). Mandatory CSR and organizational compliance in India: The experience of Bharti Airtel.Global Business And Organizational Excellence,36(6), 19-24. Prasad, K., & Mishra, S. (2014). A Study to Explore Relationships Between Customer Demographics and Brand Loyalty in The Indian Telecom Sector.International Journal Of Customer Relationship Marketing And Management,5(3), 1-13. Ravikumar, P. (2015). Structural Pattern Analysis in Telecom Social Networks.International Journal Of Computer Applications,113(6), 21-26. Raza, D. (2015). Financial Performance of Indian Telecom Industry: A Comparative Study of Bharat Sanchar Nigam Limited and Bharti Airtel.Asian Journal Of Research In Business Economics And Management,5(4), 135. Soheli, J. (2016). Factors Affecting the Innovative Capabilities in Telecom Sector in Bangladesh.SSRN Electronic Journal. Vaněk, M., Mikoláš, M., & Žváková, K. (2012). Evaluation Methods of Swot Analysis / Metody Vyhodnocení Swot Analýzy.Geoscience Engineering,58(2), 23-31. Xing, W., & Tu, Y. (2014). An Enterprise Financial Situation Analysis Based on Comparative Analysis.Applied Mechanics And Materials,687-691, 4687-4690. Image Reference: (2016).Retrievedfromhttp://bsmedia.business-standard.com/_media/bs/img/article/2016- 06/14/full/1465850210-9571.jpg