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AIRTEL MOBILE SERVICEhttp://www.studygalaxy.com/

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SOME FACTS Owner- SUNIL BHARTI MITTAL Bharti Airtel, formerly known as Bharti Tele-VenturesLTD (BTVL)

Largest Private Integrated Telecom Company in India 3rd Largest Wireless Operator in the World

Largest & Fastest Growing Wireless Operator in India

(82 million subscribers as in December 2008. )

Largest Telecom Company listed on Indian Stock

Exchange

First cellular operator to set up cellular showrooms

AIR CONNECT

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PREPAID SERVICE &POST PAID SERVICEServices Subscription Services Call Management Services Mail, Messaging & More Data Services Operator Services Phone Backup

Breadth of service offering

Number

s of

markets

served

Narrow wide

many Service

focused

unfocus

ed

few Fully

focused

Market

focused

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WHATS NEW

http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Prepaid/Whats+New/

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SWOT ANALYSISSTRENGTHS Bharti Airtel-the brand name

Has more than 82 million customers (Dec

2008). Largest cellular provider in India,

Wide network coverage.

Other stakeholders like Sony-Ericsson, Nokia- and Sing Tel.

Immerging as a global leader in this industry.

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WEAKNESS In many areas Airtel does not own its own

towers.

Providing only GSM service.

Still dependent upon major players like AT&T,Vodafone for technology.

Slow growth in Landline Services - high

investment & less profit. Start-up business had to outsource to industry

experts in the field.

Airtel MTN deal controversy

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OPPORTUNITY A strong economy and a growing market.

New technologies .

Strong strategic partnerships.

Investment in small villages.

Tie up with Google

Partnership with blackberry wireless solutions

Bharti Airtel plan to another joint venture with Vodafone Essarand 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

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THREATS Airtel and Vodafone seem to be having an

on/off relationship.

Takeover from other global telecom players.

Quickly changing pace of the global

telecommunications.

New entrants like Virgin mobile, etc.

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7p of service marketing Product: prepaid + post paid service Price : different charges for different plans

under prepaid and post paid (SIM- 100 rs)

Place:physical distributionelectronic distribution

Promotion: advertisement on TV, radio,internet, poster, magazine, newspaper etc

Brand ambassador- SHAHRUKH KHAN, SAIFALI KHAN, KAREENA KAPOOR

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7p of service marketing Physical evidence: SIM card Airtel mobile shop

Shop of various vendors People: low contact persons(people can

call)

Process: fill up form activation of SIM

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COMMUNICATION MIXPERSONALCOMMUNICATION ADVERTISING PUBLICITY &PUBLIC RELATION INSTRUCTIONMATERIAL

SELLING BROADCAST PRESS RELATION WEB SITESCUSTOMERSERVICE PRINT PRESSCONFERENCE MANUALSTRAINING INTERNET SPECIAL EVENTS BROCHURES

TELEMARKETING DIRECT MAIL SPONSORSHIP

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SERVICE BLUEPRINT

Visit to shop Take a sim card Relevant documents Visiting card

---------------------------------------------------------LINE OF INTERACTION------------------------------------------

Customer see all the

Prepaid & post paid SIMWhich are available

Verify satisfaction by

Analyzing the plan Bill payment &get visiting card

LINE OF VISIBILITYVendor send documents

To service provider

Service provider verify

All the documents

-----------------------------LINE OF INTERNAL PHYSICAL INTERACTION-----------------------------------------

Maintain all prepaid

& post paid SIM & recharge

Bill preparation

Maintaining billing

system---------------------------------LINE OF INTERNAL IT INTERACTION-------------------------------------------------

Customer records

Ordering and billing

Inventory / purchase

DATABASE

F

R

O

N

T

S

T

A

GE

B

A

C

K

S

T

A

G

E

F F

F

W

W

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COMPETITORS

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PERCEPTUAL MAPLow quality

Virgin mobile BSNL

Tata Indicom

Idea

High price Low priceReliance

Vodafone

Airtel

High quality

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DISTRIBUTION

DELHI ASSAM ORISSA UTTAR PRADESH

HIMACHAL PRADESH ANDHRA PRADESH RAJASTHAN BIHAR

J & K WEST BENGAL MADHYA PARDESH TAMIL NADU

HARYANA GUJARAT MAHARASHTRA KERALA

PUNJAB KARNATAKA GOA

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STPSEGMENTATION-

On the basis of geography

Divided Indian market in telecom circlesSubdivided states into category A,B,C

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STPTARGETING: Earlier elite class above age group of 25

Corporate people and business men Again targeted youth by introducing

YOUTOPIA plan

Targeted women and senior citizens byintroducing post paid plans

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STP Positioning: -power to keep in touch(1995)

Positioned in premium category aimed atelite class of society.

Airtel decided that the brand should always

connote leadership be it in network,innovations ,offerings or services

Sponsoring games like golf

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REPOSITIONING

Touch tomorrow Live every moment Express your self

TAGLINE

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REPOSITIONING: Tagline Touch Tomorrow Started to capturing

the mass market

New look and the feelof the brand logo

indicated the core

value of the brand i.e.

leadership,

performance

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AGAIN REPOSITIONING:Tagline: live every momentBrand ambassador:

Sachin Tendulkar

Shahrukh Khan

Kareena Kapoor

The advertisement whichchanged the whole look of

Airtel in the minds ofIndian consumers was fullof emotions and reactionwhich one will experiencein a lifetime.

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AGAIN REPOSITIONING: Tagline Express yourself Changed its logo to give

more energetic andyounger look

Advertisement in regionallanguages with emotionaltouch.

Advertisement was made

to highlight the capabilityofAirtels networkcoverage.

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EVALUATION OF SERVICEDimension Rating

Credibility 4

Security 6

Access 5

Communication 6

Understanding the customer 5

Tangibles 6

Reliability 5

Responsiveness 5

Competence 6

Courtesy (politeness) 5

Evaluation by SERVQUAL

1= STRONGLY DISAGREE

23

4

5

67= STRONGLY AGREE

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QUALITY GAP (COMPLAINTS)Some Airtel complaints Sometime numbers do not worked

Regarding unexpected bill

Not receiving the bill from courier in time

Bill payment systems not updated

Postpaid not activated

Networking Problem No connection after a week!

SIM blocked

No action by company on requests

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GAP ANALYSISThere is some gap

1. The Standard gap:- In Airtel some standard of the qualityproduction do not match. Poor Customer service from Airtel

Company

2 The Internal Communication Gap:-- my std calling service is not active.

This complain shows that there is gap as in Adv. They said thatTagline "Express yourself

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GAP ANALYSIS3. Perception gap : Due to internet and GPRS

facility which is not good.

4. The Service Gap :-Service problems, Wrong Bill, GPRS not

active, network problem.

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SERVICE BLUEPRINT flow chart Customer come to shop

Interact with vender LINE OF VISIBILITY

Identify prepaid or post paid connection according to need

Customer provide relevant documents

Take a sim card

Identify the plan which are available in pre paid or post paid

Select a plan according to convenience

Take a visiting card for further contact

F

R

O

N

T

S

T

A

G

E

Vender hands over all the document to manager

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Vender hands over all the document to manager

the manager sends the documents to company head quarter

Evaluation of documents of customers occurs

Eligibility criteria fulfilled not fulfilled

Billing facility for post paid holders

Provide various services Service provider With draw

its services

(to make their customer is aloyal customer)