Airtel STP & SWOT
- 2. • Continuous connectivity • Uninterrupted calling • Vast coverage • Plans that suit their pocket • Efficient customer care • High speed internet • Occasional offers • Additional services like OTTs
- 3. Entry Exit Barriers The barriers are very high to enter and exit the industry. It is one of the many reasons; firms in oligopoly have greater control within the industry. There can be many barriers to enter this industry, some because of the nature of the industry and some because the incumbent firms act as strong wall. , few barriers are 1. High start-up cost 2. Patents and copyrights 3. Government policies and restrictions 4. High advertising costs 5. Licensing costs.
- 4. Customer Value ■ Vision Vision is to enrich the lives of customers. Obsession to win customers for life by providing an exceptional experience. ■ Objectives Grow market share. Hold cost. ■ Values Alive. Inclusive. Respectful.
- 5. Bharti Airtel Limited, also known as Airtel, is an Indian global telecommunications services company based in New Delhi, Delhi NCT, India. Airtel provides GSM, 3G, 4G LTE, 4G+ mobile services, fixed line broadband and voice services depending upon the country of operation. Airtel had also rolled out its VoLTE technology across all Indian telecom circles.It operates in 18 countries across South Asia and Africa, and also in the Channel Islands. It is the second largest mobile network operator in India and the second largest mobile network operator in the world with over 423.28 million subscribers. Airtel Intro
- 7. Marketing Campaigns ❖ Patriotic feeling - Proud to be Indian Proud to be Bharti ❖ Airtel's no boundaries ❖ Har Ek Friend Zaroori Hota Hai ❖ 4G Girl campaign ➢ Sab Kuch Try Karo, Fir Sahi Chuno ➢ #airtelthanks ➢ We have nothing to hide ➢ Airtel hai to mumkin hai
- 8. Value Chain A value chain is a set of activities that an organization carries out to create value for its customers Customer needs Production Distribution Marketing After sales services
- 9. Value proposition 1) In 2017 Airtel deployed Massive MIMO - India's first 5G capable technology 2) Airtel boosts 4G network coverage with LTE 900 – technology in Andhra Pradesh and Telangana 3) No roaming charges
- 10. Oligopoly Market Structure Total Market subscribers 1140.71 mn Total gross revenue : 17.93 bn dollars Jio 397.24 mn subscriber Airtel 316.67 mn subscriber VI 305.13 mn subscriber BSNL 118.29 mn subscriber Niche market player MTNL 3.35 mn subscriber Provides services in the metro cities of Mumbai and New Delhi TRAI June 2020
- 11. ■ Primary objective is to retain its existing customers and increase its consumer base ■ Became the first mobile operator in India to commercially deploy LTE-Advanced (4G+) technology on a live 4G network ■ Launched airtel Thanks with an aim to delight its valued customers with exclusive and differentiated benefits. ■ Became first mobile operator to introduce Voice over wifi in India ■ Merger with Aircel gave airtel additional 74mn customer in 2018 (horizontal integration) Defensive strategy
- 12. Partnered with Life Insurance Limited to offer life insurance cover (term plan) worth Rs 4 Lakhs to users, bundled with prepaid rental plan. The first telecom operator to introduce Over-the-top (OTT) mobile network application in India with Wynk Music Airtel Thanks customers can now enjoy a 3 Month gift (worth Rs1500) of Netflix! One Year of Amazon Prime for select Airtel postpaid and Broadband Plans Horizontal integration
- 13. Strategy - Frontal Attack The market challenger is cutting the price of its offering, and is convincing the customers that the quality is not compromised and it is as good as that of the high priced competitors. Future strategy to get 5g first to the indian market To be a future ready enterprise, airtel is in continuous pursuit to upgrade existing 4G base stations with 5G capabilities.
- 14. Market competitors and their strategies Jio adapts pricing strategies. the company offers a satisfying price to their various telecom products and also provides assistance with high-speed internet services and exclusive offers. Rival companies also modified their pricing strategies when Jio introduced premium 4G services at cheap prices. Horizontal integration of the two brands i.e merging of vodafone and idea to get better customer base. Modified prices of plans and giving additional data for 4g internet at similar prices as that of competitors. Focuses on customer loyalty and long-term customer engagement. BSNL works on relationship marketing as many of BSNL customers are old and still wants to stick to the BSNL. Time to time, BSNL makes new policies and launches new schemes to retain their old customers
- 15. Consumer Behavior ■ Have trust in airtel ■ Consumers want something new after some time ■ Airtel is providing all the possible service ■ Value time more than money
- 17. Information Search Friends Family Advertisement Reviews Internet Buyer
- 19. Survey
- 20. Survey
- 21. Survey
- 22. STP
- 23. SWOT Analysis
- 24. Recommendations ■ Pricing strategy ■ Market penetration in rural areas ■ Just in time customer service ■ Build more strategic partnerships and distribution channels ■ Better Sales Offer.
- 25. Thank You Group Members: Utkarsh Singh Vidisha Verma Wilson Shaji Mayank Jaiswal Tanya Jain