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Is airtel ready to face Reliance onslaught

Anju YadavChandan Kumar

Mitali SinhaPranav ShahiSonika Roy

Suraj Mohanty

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Shall cover

• Airtel• Strategy used by Airtel• Comparison- Airtel & Rjio• Strategy used by Airtel• Comparison- AirTel & Rjio• Competitive advantage of AirTel over Rjio• Key elements in CRM• CRM Strategy• Objective of CRM• Rewarding factors • Customer development process in AirTel• 5 Forces model

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Airtel• Bharti Airtel Limited is an Indian global

telecommunications services company• Based in New Delhi, it operates in 18 countries• Airtel provides GSM, 3G and 4G LTE mobile services,

fixed line broadband and voice services depending upon the country of operation

• Bharti Telecom Limited (BTL) was incorporated and entered into a technical tie up with Siemens

• In 1992, Sunil Mittal successfully bid for one of the four mobile phone network licences auctioned in India

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• AirTel was formed to offer cellular services in1995• Bharti Enterprises went public in 2002• In 2009, Airtel launched its first international mobile

network in Sri Lanka, followed by the African business of Zain Telecom

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Strategy used by Airtel

• Outsourcing all of its business operations except marketing, sales and finance

• Airtel's equipment is provided and maintained by Ericsson and Nokia Solutions and Networks whereas IT support is provided by IBM

• The transmission towers are maintained by subsidiaries and joint venture companies

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Comparison- AirTel & RJio

AirTelResources- Available

Brand- Strong brand name

Process- More effective

RjioResources- Available

Brand- Known

Process- Low

Resource is easy to copyBrand name is difficult to copyMost difficult to copy for any company is process

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Competitive advantage of AirTel over RJio

• Largest telecom player in India• Market leader• Recognized globally• Pan India presence• Strategic alliance with other stakeholders • Low cost to high volume• Airtel open network policy

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Key elements in CRM

• People • Technology• Process• Relationship programmes include– Customer service– Loyalty prog.– Customisation– Reward prog.

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CRM Strategy

• Customer connectivity• Long run • Call drop• Customer service issues

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Objective of CRM

• Provide better customer service• Increase revenue• Acquire new customer• Cross selling• Help sales staff for closing deals faster• Make call centres more efficient

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Rewarding factors

• Communicate

• Make your rewards attainable

• Make them complimentary

• Use free gifts

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Customer development process in AirTel

•Who are•Why will they opt you

Customer Discovery

•Validation of feedback

•Keep them informed and involved

Customer Validation

•Pull strategy•Drive customer demand

Customer Creation

•Each department delivers the customer value

Customer Building

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5 Forces model

Industry rivalry(high)

Bargaining power of

buyers(high)

Bargaining power of supplier

(Low)

Threat of substitute

(Low/Medium)

Threat of new entrance

(high)

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Thank You