The Company Bharti Airtel

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Bharti Enterprises is one of India 's leading business groups with interests in telecom, agri business, insurance and retail. Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. BhartiAirtel Limited, a group company, is one of India 's leading private sector providers of telecommunications services spanning mobile, fixed line, broadband and enterprise services. BhartiAirtel was recently ranked amongst the top 10 best performing companies in the world in the Business Week IT 100 list and emerged as ‘The Second most trusted Brand' in the most trusted Brand 2007 survey

BhartiAirtel is structured into three strategic business units – Mobile services, Broadband & Telephone (B&T) services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles. The B&T business provides broadband & telephone services in 94 cities. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. Airtel's high-speed optic fiber network currently spans over 40,000 kms covering all the major cities in the country. The company has two international landing stations in Chennai that connects two submarine cable systems – i2i to Singapore and SEA-ME-WE-4 to Europe

Business divisions:

Mobile services

Airteltelemedia services

Digital TV services




BhartiAirtel and Radio Mirchi launch Mirchi Mobile on Airtel


BhartiAirtel launches Airtel World SIM for international travelers at the onset of the travel season


BhartiAirtel launches Live Aarti on mobile – now listen to live prayers from some of the holiest places of worship in India


BhartiAirtel Limited posted the following news update on its website


BhartiAirtel Limited posted the following news update on its website


Now record TV from your mobile with ‘Airtel digital TV Recorder’


Our vision is to be the most admired brand in India by 2010. Loved by more customers. Targeting top talent. Benchmarked by more businesse


As an outcome of a restructuring exercise conducted within the company; a new integrated organizational structure has emerged; with realigned roles, responsibilities and reporting relationships of Bharti’s key team players. With effect from March 01, 2006, this unified management structure of ‘One Airtel’ will enable continued improvement in the delivery of the Group’s strategic vision.

“What matters is what the customers want..”:Sunil Mittal, CEO Bharti Teleservices


PEST Analysis


1985-Department of Telecommunications (DOT) was established to grow telecom industry.

Earlier Tariff rates were high due to high taxes. Now it become lowest in the world.

Government has replaced license fees with revenue sharing scheme and extended the license period from 10 to 20 years.


Perception ” as a brand of the successful people.”

Social status.

“Word of mouth advertising.”


Earlier Inflation rates were higher.

Great economic growth & continued development of India’s economy registered a growth of 21%.


First cellular service to provide roaming services and other value added services.

Efficient customer care service.

E-commerce portal.

Introduced and involves in broadband services, long distance services, and internet services.

SWOT Analysis BhartiAirtel


BhartiAirtel has more than 65 million customers (July 2008). It is the largest cellular provider in India, and also supplies broadband and telephone services – as well as many other telecommunications services to both domestic and corporate customers.

Other stakeholders in BhartiAirtel include Sony-Ericsson, Nokia – and Sing Tel, with whom they hold a strategic alliance. This means that the business has access to knowledge and technology from other parts of the telecommunications world.

The company has covered the entire Indian nation with its network. This has underpinned its large and rising customer base.


An often cited original weakness is that when the business was started by Sunil Bharti Mittal over 15 years ago, the business has little knowledge and experience of how a cellular telephone system actually worked. So the start-up business had to outsource to industry experts in the field.

Until recently Airtel did not own its own towers, which was a particular strength of some of its competitors such as Hutchison Essar. Towers are important if your company wishes to provide wide coverage nationally.

The fact that the Airtel has not pulled off a deal with South Africa’s MTN could signal the lack of any real emerging market investment opportunity for the business once the Indian market has become mature.


The company possesses a customized version of the Google search engine which will enhance broadband services to customers. The tie-up with Google can only enhance the Airtel brand, and also provides advertising opportunities in Indian for Google.

Global telecommunications and new technology brands see Airtel as a key strategic player in the Indian market. The new iPhone will be launched in India via an Airtel distributorship. Another strategic partnership is held with BlackBerry Wireless Solutions.

Despite being forced to outsource much of its technical operations in the early days, this allowed Airtel to work from its own blank sheet of paper, and to question industry approaches and practices – for example replacing the Revenue-Per-Customer model with a Revenue-Per-Minute model which is better suited to India, as the company moved into small and remote villages and towns.

The company is investing in its operation in 120,000 to 160,000 small villages every year. It sees that less well-off consumers may only be able to afford a few tens of Rupees per call, and also so that the business benefits are scalable – using its ‘Matchbox’ strategy.

BhartiAirtel is embarking on 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. IPTV is another potential new service that could underpin the company’s long-term strategy.


Airtel and Vodafone seem to be having an on/off relationship. Vodafone which owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead invested in its rival Hutchison Essar. Knowledge and technology previously available to Airtel now moves into the hands of one of its competitors.

The quickly changing pace of the global telecommunications industry could tempt Airtel to go along the acquisition trail which may make it vulnerable if the world goes into recession. Perhaps this was an impact upon the decision not to proceed with talks about the potential purchase of South Africa’s MTN in May 2008. This opened the door for talks between Reliance Communication’s Anil Ambani and MTN, allowing a competing Inidan industrialist to invest in the new emerging African telecommunications market.

BhartiAirtel could also be the target for the takeover vision of other global telecommunications players that wish to move into the Indian market.

Airtel comes to you from BhartiAirtel Limited, India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. BhartiAirtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at BhartiAirtel have been structured into three individual strategic business units (SBU’s) – Mobile Services, AirtelTelemedia Services & Enterprise Services.




On the basis of Geography

divided Indian market in telecom circles.

Subdivided States into category A, B and C.


Earlier class above age group of 25 years.

Corporate people and business men.

Again targeted youth by introducing YOUTOPIA plan.

Targeted women and senior citizens by introducing post paid plans.


Tagline- “power to keep in touch”.

Positioned in premium category aimed at elite class of society.

Perception of aspirational and lifestyle brand.

Airtel decided that the brand should always connote leadership – be it in network, innovations, offerings or services

Sponsored games like Golf.


Tagline- “touch tomorrow”.

Started to capturing mass market.

New look and the feel of the brand logo indicated the core values of the brand i.e. leadership, performance and dynamism.


Tagline- “Live Every Moment”.

Brand Ambassador

Sachin Tendulkar

Shahrukh Khan


The advertisement which changed the whole look of Airtel in the minds of Indian consumers was full with emotions and reactions, which one will experience in a lifetime.

Again Repositioning

Tagline- “Express Yourself.”

Changed its logo to give more energetic and younger look.

Advertisements in regional languages with emotional touch.

Advertisements were made to highlight the capability of Airtel’s network coverage.

Again airtel aims higher penetration with new market segmentation strategy.

Segmentation is the new mantra in the wireless space. Airtel has announced its new market segmentation strategy, aimed at developing segmented products that appeal to a specific consumer segment, resulting in increased penetration of wireless phones.

Segmentation is the next big thrust for Bharti and Airtel as far as wireless market is concerned. Penetration level in the 15 -19-year age group is only three per cent

.TARGET Airtel will target the younger generation with prepaid plan ‘Friendz’. This includes phone-to-phone (P2P) recharge facility, enabling the consumer to transfer talk time and validity to any Airtel prepaid subscriber. In addition comes the introduction of ‘Hot Spot’ tariffs where AirtelFriendz customers can enjoy tariff discounts at pre-designated places within the city.

POSITIONING(USP) Airtel’sFriendz card, priced at Rs 249, is the only 64kb SIM on prepaid segment. The list of offerings includes the FriendzChat feature, enabling a group of up to five people to talk amongst themselves at a discounted rate of 50 paise per minute. Additionally, the feature enables a customer to SMS up to 15 friends simultaneously at just Rs 3.

“To drive market expansion, it is imperative that we reach out to the consumer segments that have not yet been addressed directly.

AIRTEL segmentation strategy aims towards understanding the need gaps of specific consumer segments and create special products for them..

For women, Airtel has introduced a special post-paid plan with a monthly rental of Rs 150, based on feedback received from market research.

Identifying the need of senior citizens, the ‘Senior’ plan offers a discount on one STD number and one local number. Youth, women and senior citizens being the first few initiatives by Airtel, the coming days will witness further growth in this category.



Mobile services:BhartiAirtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers.


» Recharge Online

» Tariff

» Roaming

» Handsets


» Pay bills

» Tariff

» Roaming

» Handsets


» BlackBerry Personal mail

» BlackBerry Internet

» BlackBerry devices

» Your account


» Windows mobile 6.5

Airteltelemedia services

Broadband services

Fixed line services

Wireless Internet

» Devices

» Tariff

» Reach Airtel

Calling Cards

» International Calling Cards

» Airtel Call Home

» Airtel World Calling Cards

Enterprises services

Corporate: The business unit delivers end to end telecom solutions to India’s large corporates. It serves as the single point of contact for all telecommunication needs for corporate customers in India by providing full suite of communication services across data, voice and managed services.

It specializes in providing customized solutions to address unique requirements of different industry verticals; BFSI, IT, ITeS, Manufacturing and distribution, media, education, telecom, Government and PSUs and retail among others.

These services include; Internet, MPLS -VPN, domestic and international private leased circuits, Satellite services (VSAT), Audio & Video conferencing, Data centre services, Managed network services, corporate value added services, EPBX, Centrex, Contact centre solutions.

Carriers :Carrier business unit provides long distance wholesale voice and data services to carrier customers as well as to other business units of Airtel. It also offers virtual calling card services in the overseas markets.

The international infrastructure includes ownership of the i2i submarine cable system connecting Chennai to Singapore, consortium ownership of the SMW4 submarine cable system and investment in capacities across a number of diverse submarine cable systems across transatlantic and transpacific routes. In recent past it has announced investments in new cable systems such as Asia America Gateway (AAG), India Middle East and Western Europe (IMEWE), Unity North, & EIG (Europe India Gateway).

Digital TV services:Discover the magical experience of digital enterainment with Airtel. From DVD quality picture and sound,the best and widest variety of channels and programmes to the best on-demand content on Airtel Live, your tv viewing experience change forever with digital TV from Airtel!


At bhartiairtel lower pricing strategy is followed as due to large number of competitors in the market like idea,Vodafone andnowdays DOCOMO so they prefer to follow low pricing strategy.

Advance Rental Plan (Rs.250+250 for 24 months.)

Airtel Value 299 (Rs 250+250, ,monthly rent 299 get talk time of Rs 299 in local.)

Airtel regular prepaid price of pack Rs.99

AirtelYuva Price of Pack Rs300 + 300min free A2A


As competition in the telecom arena intensified, BHARTI AIRTEL took new initiatives to woo customers. Prominent among these were –

celebrity endorsements,

loyalty rewards,

discount coupons

business solutions

talk time schemes.

Express Yourself”

Enhanced Network

Happy Recharge

Tie-ups with companies

Handset Offers

AIRTEL has used most number of celebrities for advertisements. The list includes-Sachin, Shahrukh khan, Rehmaan, Saif Ali Khan, KareenaKapoor, Zaheer Khan Etc.The most important consumer segments in the cellular industry were the youth segment and the business class segment. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service provider.

The popular techniques that are undertaken by Airtel Broadband for sales promotion at Mysore are as follows-

Point of purchase displays- when a person walks into any Airtel store anyone can find a wide range of point of purchase displays regarding broadband connection. When a consumer steps into a store he/she sees these displays and this turns out to willingness to purchase.

Tele calling- If you are having a Airtel landline at home the Airtel customer care calls the customers at regular intervals to create awareness and educate them about their broadband connections and wide offers.

Sales Executives- sales executives of Airtel gather database and approach to the consumers who are having Aitrtel landlines and who have a personal computer or laptop at their place then they promote their broadband services by explaining the features and offers in detail.

By directmail- this is another way of sales promotion where in the brochures and leaflets of broadband service are posted along with the landline bills to the consumer. In this way the consumer is attracted towards the broadband service.

Billboards, print media and banners etc are used widely as sales promotional methods to attract consumers.

Along with these Airtel also undertakes advertising and sales promotional activities aggressively by sponsoring in trade shows & events and they also participate in fairs and exhibitions locally.


Distribution networks of bhartiairtel:

Channel partners:airtel is been associated with best channel partners from beginning.these are





It’s reach covers almost all over India with tie-ups with other companies

Presence in all the 23 circles

Largest coverage area – Delhi and NCR

It has an installed base of 40,000 cellsites and 59% population coverage

Geographic region:,BhartiAirtel has put into place a network of on-the-ground, experienced and incentivised sales and marketing personnel. The teams there build both direct customer relationships as well as indirect channels (through handset manufacturer,.)

Retailers: Retailers are mainly mobile handset shops, phone booths, mobile servicing and repairing shops and other shops which are strategically located and from where customer can purchase the products and services. Retailer gets 3% discount from RDs/UDs on their billing to RDs/UDs. Thus retailer works with 3% margin on all its sales.

Rural distributers: These are known as RD and can be located at blocks and towns. For every 5000 population there has to be a rural distributor. It distributes the products, services and promotion material in designated territory and responsible for smooth attainment of target of SIM activation and recharge without encroaching into other distributor’s territories.

Urban distributors: These are known as UD and located at District HQ. It distributes the products, easy balance, services and promotion material to retailer in designated urban areas of a district and responsible for smooth attainment of target of SIM activation and recharge without encroaching into other distributor’s territories.

Second order distributers: Company makes invoice of SIMs, PEFs, GSM Pay Phones, RCVs of various denominations chiefly Rs.10, Rs 30 and Rs. 60 to only Urban Distributors and Rural Super Distributors. Easy balance is also transferred to only Urban Distributors (UDs) and Rural Supers (RS).

Urban distributors distribute the above items to retailers according to the demand and transfer easy balance to retailer through FOS SIM. Therefore, this setup of distribution is Second Degree and it is more suitable for catering to the need of urban areas.

Third order distributers: RS distributes the above items to Rural Distributors commonly known as RDs and transfers easy balance into Rural Distributors SIM. Rural Distributor then distribute the above items among the retailer according to the demand of it and transfer easy balance to retailer through FOS SIM from easy balance of Distributor SIM. This three level distribution is used to reach to sub urban and rural areas.


Airtel maintains a top talent in company as there is battle for a top talent

Its hires a right people for a right job

Intiates long term HR strategy to attract, retain and best talent in company

Talent management process in which people hire for higher position among their existing employees and helpful for their career advancement programs.(sucession planning)

Leadership talent pool: done at operating levels on the job training is given and greater empowerment at operating level

Emphasis on professional enterpreneurs in the company

People management at middle and lower level

Tie up with top insititutes for advanced learning for their empolyees.

People development key focused area of airtel and focused on reward and recongnition strategies(long term incentive plan,performance centric rewads)

Online compensation system for their employees.

Flexi-time policy (worklife balance)


There isn’t a great deal of differentiation in terms of pricing, services, schemes and so on, but there are differences in approach. Overall, Airtel is focused on functionality and efficiency

First to start Customer centres – Airtel Connect

Now becoming Relationship Centres – one shop to pay bills, ask queries, buy new phones, surf the net and enjoy a cup of coffee

Head Office in Delhi


Process followed at bhartiairtel is

New connection:

First of all the coustomer will gather a valuable and important information for getting nn and availing a new connection for any telecom services the positive word of mouth and very easily,reliable and most convenient procedure will attract the customers and promotions schemes will be followed forcustomer attraction and large base.( celebrity endorsements,

loyalty reward,discount coupons ,business solutions ,talk time schemes. ,Express Yourself”,Enhanced Network,Happy Recharge.etc..

After gathering all information regarding the company the customer will subscribe for the service and front office employees will provide all valuable support and clear information regardinfg the new connection then documentation and verification will be done by back stage employees and support processes to varify the information given by the customer and maintain record of it and start the service.

Customer satisfaction in order to retain existing customer and make them delightful the company should Value added services through messaging will be offered as a differentiator, while simultaneously offering service providers the opportunity to maximize ad revenue

Some examples of customer centric VAS:

Location services

Mobile shopping

Appointment scheduling

Content rich messages as an alternative to emails

Mobile Social Networking

Unified database integrated with all channels of communication

Ensures all customer interactions are driven by the same set of data

Providing quick resolution to customer queries

Ability to view complete history of customer interactions, customer transactions and in-depth customer profile by call center agents

Driving focused marketing campaigns and recommending the most relevant offers by analyzing customer calling behavior


The airtel very efficiently manage the customer expectations like

They first done a survey to understand the what customer expect about their service system

Tell them how they should expect like offerings various schemes and value added services

They provide consistency in their services 24 hrs service with efficient service delivery.

The staff(front office employees )and the customer care service all the time provide the effective communication to the customer expectations.Direct contact with customers with regard to proper usage of their phones.

They modify the service if there any problem or defect arises and repair and replacement service without any cost.

They follow various programs to deal with dissatisfied customers and follow up program by sending SMS in order to know their satisfaction level.

The Functional Dimension

The role of the technology is to make thing easier for the consumers. Airtel has been very successful in simplifying the use of mobile services by modifying the technology to suit the common users. Even the simplest of the consumer can use the products and services.

Airtel says, “Your world of communication just got simpler.”

The Social Dimension

Airtel is a recognized brand to be associated with. I satisfy my esteem and it gives me opportunity to be a part of the culture. It is associated with high level of social value.

The Spiritual Dimension

“Building telecom, building relationships.” It is important to be in touch with the relatives and dear ones but this is possible today through the mobile communication. Airtel encourages everyone to be more involved in building relationships and spread the happiness.

The Mental Dimension

Airtel gives me the opportunity to “Express Myself.” The message is very clear to be open and daring to express. The expression gives me a lot of pleasure and an opportunity to think that I am a separate individual and have the right to communicate .


“We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more”

The customer rate the overall excellence of the service quality on the the basis of the following factors:

Reliability: The customer get the service from airtel as promised to their customers, No more waiting for dial-up to connect. Reduction of error level at airtel services.

Responsiveness : the airtel telecom services always inform customers as whwn service will be performed and provide prompt service to customers and always ready to help the customers whenever any problem arises so If any complaint is observed from the customers, it should be dealt quickly.

Assurance: the airtel services provide assurance to their customers for the transactions they made Airtel along with F-Secure, one of the best in PC security, provides you with a service that tries to answer a Broadband customer’s most frequently asked question “Is my PC safe?”.Superior server technology and a dedicated port provide total security to data storage and information exchange through the Internet.

Empathy : The 24×7 customer support unit helps you to serve better. It works for round-the-clock, 365 days a year. The customer feedbacks are carried out with great care.

Tangibles :The airtel has a world class infrastructure & end-to-end digital network and . BhartiAirtel since its inception, has been at the forefront of technology and has pioneered several innovations in the telecom sector having best Trained and professional customer care executives


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When I go to airtel branch in Jalandhar first of all I wil see the physical evidence of the centre the infrastructure,,the parking place the location the layout of the centreetc .

Line of interaction :The buiding of centre was good and there is proper parking place for the vehicles and the servicescape(equipments,presence of no.ofphones,uniform of staff) was appealing and I give the information about myself and collect yhe information regarding the number of schemes available at that time and I will collect the receipt or document.

Line of visibility: here the on stage staff take call and make me aware regarding all the information I wanted and then I made face to face interaction with him and make my all queries clear regarding the new number and make my registration and send my all information to backstage employees for further verification regarding my personal information.

Line of internal interaction :Here the backstage staff staff will srrange meeting of me with the front staff and will maintain records of mine and make all transaction to make the onstage employee to work more easily with me and help in all the essential information he required to make interaction with me.

Support processes: in this the support staff provide help in the preparation of documents making registration,erification of the data provided by me and then after verification sent it to onstage staff in the form of apporoval so they basically provide the support to onstage empolyees in delivering the services


AIRTEL make their customer always happt if their any complain arises from them they act quickly and effectively and always make their customer fully satisfied.

They make the right always the first time

Act quickly

Empower their employees to resolve the problem

Provide them adequate explanations if any service failure occurs

Treat customers fairely

They prvideguranntees to their customers

Service Benchmarks:

Airtel commits to provide you accurate, easy to understand, timely bills month after month. If you ever need clarifications or more information you can always reach out to us and we shall by happy to help. In the unlikely event that you spot any inaccuracies, we request you to bring it to our notice and we assure you that all bill disputes raised by you will be resolved within four weeks of registration.

Airtel strives to ensure the best of service levels for you. We endeavor to achieve the following bench marks for the following activities: Service Parameter

Time Limit for service request or redressal of complaint

Activating your phone connection

Within two days of receiving your completed application along with all requisite documentation

Service Complaints

Within 7 working days

Termination of Connection

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