PROJECT SEMINAR ON

AIRTEL RURAL MARKETING

PRESENTED BY

S.V. MURALI KRISHNA

S. MANSOORS. ASADULLAHD. DEVENDRA

INTRODUCTION:

• India has the fastest growing telecom network in the world .

• Airtel, Idea, Reliance, Tata, BSNL, Aircel, Tata

Indicom, Vodafone, MTNL, and Loop Mobile are other major

operators in India.

• rural India still lacks strong infrastructure.

• Airtel among the top three in india.

INDUSTRY PROFILE:

• Telephony introduced in India in 1882.

• Total mobile phone subscribers have reached 929.37 million as

of May 2012.

• Teledensity has increased to 79.28% as of May 31, 2012

• China, currently the world's largest telecommunications

network added 119.2 million wireless subscribers.

• Recent reports show India was purported to overtake China by

the year 2013 as it has shown growth of 43.23% year by year.

COMPANY PROFILE

• Bharti Airtel Limited is one of Asia’s leading integrated telecom

services.

• Bharti Tele-Ventures Limited in 1985.

• four strategic business units:

mobile

telemedia

Enterprise

digital TV

• 246 million customers across india.

• Joint stock holding enterprise

VISION

• By 2015 Airtel will be the most loved brand,

• Enriching the lives of millions.

MISSION:

• deliver reliable cost effective and practical telecommunication solution with

highest quality of Customer Service delivered.

ACHIEVEMENTS:

• ‘Most Preferred Cellular Service Provider Brand’ award.

• Hall of Fame Award form Airtel March 2008

• Mission Impossible Award form Airtel March 2008

• Star Associates Award form Airtel 2008 etc..

ORGANIZATION CHART

RURAL MARKETING

• Marketing activity in which one dominant participant is from a

rural area.

• An umbrella term for the people who dealt with rural people.

• A process used to determine what products or services may be

of interest to customers.

• Integrated process through which companies build strong

customer relationships .

Information about rural marketing in surrounding rural areas

Rural area Retailer points

Turnover per month

% of network using

chennur 30 7,00,000 80

Gangana palli 7 90,000 85

Thakkolu 6 80,000 98

Bakara pet 6 2,00,000 60

Krishna puram 25 3,50,000 40

STRATEGY USED BY BHARTI AIRTEL

• Based on parameters such as source of livelihood, average

income of rural people

• Marketing content in local languages.

• Vans are used to cover rural areas to educate people.

• Public Call Offices (PCOs) in rural regions.

• Bharti Airtel Service Centers .

• Competitive Strategy based on five force model

Supplier , Customer Power , Potential Entrants , Substitute

Products, competitors.

why we choose rural market?

high

gro

wth

high

pro

fitab

ility

less

com

petit

ion

othe

r rea

sons

0%

20%

40%

45%

15%35%

5%

Series1

DATA ANALYSIS

yes no0%

20%

40%

60%

80%

100%

120%

97%

3%

Series1

Price difference between rural and urban area?

Effective strategy for promotion of the product

30%

50%

0%5%

0%

15%

challenges faced during the promotion of product

10%

45%

45%

competitors Illiteracy Environmental factors

Is rural marketing a good opportunity?

55%35%

10%

strongly agreeAgreeDisagreestrongly disagree

Which marketing strategy of scheme dramatically affects the sale of products?

45%

25%

30%

AvailabilityGood advertisingLow Price/Cost

order of your preference to sell particular brand

Brand that offer discount

Brand that offer good promotional schemes

Brand that offer stock on credit basis

Brand that offer good marketing support

0% 10% 20% 30% 40% 50% 60%

50%

20%

0%

30%

Target area in rural marketing?

20%

40%

35%

5%

Age shop Gender Occupation Demographic

Satisfied with rural marketing?

Yes No0%

20%

40%

60%

80%

100%

120%

Network having most popularity in terms of sales?

AirtelVodafone

IdeaReliance

Others

100%

0%0%

0%0%

Conclusion:

• As a whole it can be said organization emphasize more on

teamwork, motivating the employees and building the friendly

environment.

• Airtel is the strongest service provider among private players

and customers also perceive it as a strongest brand. Practicing

a proper Customer Relationship Management can only do it

and Bharti implement it properly.

{Enriching lives}