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Understanding the Vision Statement of Airtel

Paper Type: Free Essay Subject: Marketing
Wordcount: 1853 words Published: 27th Apr 2017

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A statement that captures the long-term picture of what the organization wants to become. A vision statement must be inspirational, memorable and reflect the desires of those with vested interests. The vision can be short term term goals or the long term. The following are the vision statements of Airtel:

To be globally admired for telecom services that delight customers

Bench marked by more business

First private telecommunication company to launch long distance services.


Will meet the mobile communication needs of our customers through error -free service delivery

Innovative products and services

Cost efficiency

Unified messaging solutions

Vision statement by 2015:

By 2015 airtel will be the most loved brand, enriching the lives of millions.

” Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company.”


A mission statement is a formal short written statement of the purpose of a company or organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a sense of direction, and guide decision-making.

In the words of Sunil Mittal:

“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”

Customer service focus

Empowered employees

Innovative services

Cost efficiency

We will meet the mobile communication needs of our customer through error-free service delivery

Innovative Product and Services

cost efficiency

Unified messaging solution


Empowering People – to do their best

Being Flexible – to adapt to the changing environment and evolving customer needs

Making it Happen – by striving to change the status quo, innovate and energize new ideas with a strong passion and entrepreneurial spirit

Openness and transparency – with an innate desire to do good

Creating Positive Impact – with a desire to create a meaningful difference in society.

Code of conduct:

As defined by the company, the code of conduct which all the employees are supposed to follow is mentioned in the following points. The words have been directly taken from airtel’s site. So everywhere they have referred to themselves as “we at airtel”

Not only as an organization, but also as a close-knit family, we at airtel, have tremendously fuelled our growth through the policy of being ‘in touch’ with our core values, principles and ethics.

Each airtel employee, does not only understand the importance of these fundamentals as aid to the family’s growth, but as a responsible member, adds to its criticality by operating individually as well as collectively towards making the association of the organization to its principles stronger and more effective. We live by strong values of respect for our customers, colleagues and business partners alike and as a large organization we intend to share the same level of understanding with our internal as well as external stakeholders. We have, therefore, evolved a code of conduct that has been drawn up to provide this understanding.

We at bharti, follow the code of conduct to effectively embrace and sustain bharti’s values, which are:

» To be responsive to the needs of our customers

» To trust and respect our employees

» To continuously improve our services -innovatively and expeditiously

» To be transparent and sensitive in our dealings with all stakeholders

The code of conduct provides employees with operating principles in order to live up to the values of the Bharti group.

All employees of the bharti group are expected to

» Learn and understand the elements of the code

» Comply with the code and associated policies and guidelines

» Seek clarifications and assistance when in doubt

» Promptly report known/suspected violations

» Cooperate in investigations pertaining to code violations

Committed to not only maintaining the highest standards of operations through thorough professionalism, but also creating an example of operational success, we at airtel have established the office of the ombudsman, which acts as a neutral and unbiased forum for internal as well as external stakeholders of the company. The respected stakeholders can raise relevant concerns and complaints with regards to the code of conduct to maintain a proper sustainability and respect of bharti’s core values.

Segmentation, targeting and positioning of airtel:

The key brands/products of Airtel are:

Telecommunication services



DTH service

Internet service



Basic segmentation done by Airtel is on the basis of Regulatory norms: Telecom circles (it holds true even for the internet service and the DTH service) i.e. the states of India have been divided into 23 telecom circles. Every circle provides service to its customers on the basis of the needs of the people living in that circle. Further segmentation is done on the basis of geography called Class A, class B and class C. These classes are defined on the basis of the economic parity of the people living in those classes. These are determined by the amount of money people spend on phones monthly, what are the types of mobile sets which people own (blackberry, etc.)

On the basis of Geographic variables:

Region wise:

East Region (West Bengal, Assam, Arunachal Pradesh etc)

West Region (Gujarat, Rajasthan, Maharashtra etc)

South Region (Andhra Pradesh, Karnataka, Kerala etc)

North Region (Punjab, Haryana, Himachal Pradesh etc)

Central Region (Madhya Pradesh, Chhattisgarh, Jharkhand etc)

Density of area:

Urban (Cities Such As Mumbai, Delhi, Pune, Jaipur etc)

Semi-urban (Nasik, Aurangabad, Ahemadnagar etc)

Rural (Baramati, Khed, Saswad etc)

On the basis Demographic variables:

Age :

1) From age group 18 to 35: As most of the people start using a mobile from the age of 18 so we may make a segment of a age group 18 to 35 as most of the will be students and remaining will be freshers working in the industry. So they need SMS plans for chatting and they also need cheap calling rates. We may provide the FRINDZ card to them.

2) 35 and above: As most of these group will be working and don‟t use mobile for SMS and chatting. So this group needs only the calling facility at a reasonable rate. This Group may continue using the general plan.


PREPAID & POSTPAID : Generally the mobile service providers plan their marketing strategies according to the prepaid market and postpaid market. So it is basically depends upon the income of the consumer that whether he selects the prepaid or postpaid. Generally the consumers with low income choose prepaid and consumers with high income choose postpaid.

On the basis of Behavioral variables

Brand Loyalty: We can also segment it on the basis of the loyal customers and non loyal customers of the brand. We can provide various schemes and offers to the loyal customers to retain him with our product.


A target market or target audience is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the two elements of a marketing mix strategy that determine the success of a product in the marketplace.

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Airtel has targeted the premium and upper middle class. The motto behind this this only those segments should be targeted who value time and have the paying capacity. During the introduction stage there was a huge pressure to get consumers across to hook up with their brand, because getting them to Airtel by their earlier brand and switching their brand loyalty was too tough. Airtel marketers have been concentrating totally on the business executive class but now that the basic viable volumes has been built up and prices have declined to a certain extent they are planning to venture further field.


Professionals: by giving free calls in postpaid connections.

Entrepreneurs: by giving various plan in which they may get internal calling free.

Youth: with the „FRIENDZ‟ Scheme.

Students: by introducing postpaid connection only for students and with zero rentals.

Families which have to watch TV (good quality picture) at home. DTH service aims at them.

Tech savy people who need to be connected at the go. For them airtel has broadband and other services

Research has generally shown that target marketing strategies are constructed from consumer inferences of similarities between some aspects of the advertisement (e.g., source pictured, language used, lifestyle represented) and characteristics of the consumer (e.g. reality or desire of having the represented style. Consumers are persuaded by the characteristics in the advertisement and those of the consumer.


Since the economic position of people in india has improved in the past few years (excluding recession times) and the level of disposable income has increased drastically, people are ready to shell out money to be in sync with the trends in the field of technology like telecommunication, internet and Television viewing (read DTH service). So people at airtel decided to target these people who were ready to shell out any kind of money. So for that Airtel has recently put in millions of dollars to reposition its brand. They want to position themselves in such a way that all the services cater to the same target group irrespective of the brand/service they are using. So the STP mentioned in the following paragraphs for all the brands of airtel is the same.


The product is supposed to be a business efficiency tool. A lifestyle revolution and a status symbol The emphasis is to remove misconception that the cell phone is an expensive means of communication It’s a day to day use commodity and is no more a symbol of status.


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