MARKETING PLAN

BHARTI AIRTELSubmitted by -Group 9 Vishal JamwalMedha GuptaAshish KumarRishabh TyagiShikha Chaudhary

CONTENTS

❖ Current Market Situation❖ SWOT Analysis❖ Objectives & Issues❖ Marketing Strategy❖ Organisation Structure❖ Budgeting & control

Current Market SituationMarket Description Product Review

Competitive Review

❖ Bharti Airtel- 22.4% market share❖ Vodafone- 19.16% market share❖ Idea cellular- 17.01% market share❖ Reliance communication- 9.93% ❖ Market share❖ Aircel- 9.93% market share❖ BSNL- 8.26% market share❖ Tata Docomo- 5.87% market share❖ Telenor- 5% market share❖ MARKET CHALLENGERS-❖ Reliance Jio❖ Vodafone❖ MARKET FOLLOWER-❖ Idea cellular❖ MARKET NICHER-❖ Aircel❖ Tata docomo

SWOT

STRENGTHSFastest 4G networkHighest

spectrum in all 23 circles.

Largest customer base

and market share.Best

distribution network.

WEAKNESSES

Customers perception about the company.

Establishment of

infrastructure.

OPPORTUNITIES

Venturing into new markets

and businesses.Expanding 4G

and 3G services to rural areas.

THREATSPrice war with Reliance Jio.MNP service.

OBJECTIVES & ISSUESOUR MISSION:Hunger to win customers for life.

OUR VISION:Our vision is to enrich the lives of our customers. Our obsession is to win customers for life through an exceptional experience.

OUR VALUES:We aim to work towards our vision, driven by our values of AIR - Alive, Inclusive & Respectful.

Issues:❖Corporate putting projects on hold till March due to demonetization.

❖Visibility of brand.

❖Customers acquisition rate.

❖Sales deviation.

❖Fixed charges by channel partners.

Marketing Strategy

Positioning Pricing Strategy

Marketing Strategy

❖ Distribution Strategy Marketing Communications Strategy

Organisation Structure

Budgeting & ControlEstimated budget of Bharti Airtel is Rs. 6.5 lakh million per year (approx).The allocation is based on the following factors:❖ Access charges.❖ License fee and spectrum charges.❖ Power and fuel.❖ Advertisements (IMC).❖ Employee benefit and salaries.

❖ Efficiency Control:❖ Productivity per person. ❖ Lack of Aggressive Marketing.

❖ Annual Plan Control:

❖ Sales analysis: ❖ There is a increase of 4.9% in sales from 2015 to 2016.❖ Market share analysis: ❖ The market share of Airtel has increased by 1.3% from 2015 to 2016 (2015- 31.4% and 2016- 32.7%).❖ Financial analysis: ❖ Airtel is viable, stable and profitable company.