Submitted by, Mabin P. Varughese

S2 MBA , AvishkarMACFAST

Competitive AnalysisOf

Marketing Assignment

Assignment Question

• You are a consultant and have been hired by Airtel to conduct a competitive analysis? Prepare a Report?

Bharti Airtel Limited Competition

Bharti Airtel is a leading alternative provider of telecommunications services in India .Among the top ten global carriers offering services in about 20 other countries, particularly in Africa.

Through subsidiaries, the company operates three business units: Telemedia Services (broadband and telephone), Enterprise Services, and Mobile Services.

The Enterprise Services group aids both long-distance carriers and corporate clients.

Bharti Airtel has more than 220 million mainly mobile subscribers.   It provides digital television service for 5 million in India. The company is a unit of Bharti Enterprises, a conglomerate with

interests in financial services, food, and retail, besides telecom.

S.T.P

• Segment Elite class of people; Corporates

• Target Group Elite class above 25 years age; YUPS(Young Upward Professionals)• Positioning Aspirational and lifestyle brand; Premium category

Analysis

Strength1. Largest cellular service provider in India, with over 164.61 million

subscribers at the end of April 2012 

2. Largest Telecom operator in the world with 207.8 million subscribers across 19 countries at the end of 2011

3. Only Indian operator, with VSNL, that has an international submarine cable

4. High brand visibility

5. Strong advertising with celebrity brand ambassadors.

Weakness1. Price competition from BSNL and MTNL

2. Untapped Rural Market.

Opportunity1. Fast expanding cellular market 2. Latest and low cost technology 3. Untapped rural market

Threats1. New entrant's low price offering 2. Saturation point in Basic telephony service 3. Mobile Number Portability

Top Competitors for Bharti Airtel Limited

1. Reliance

2. Idea

3. Vodafone

4. Tata Docomo

5. Aircel

6. MTNL

7. BSNL

GSM Subscriber Base

Sr. No. Company No. Of Subscribers (In Mn) % Market Share %Growth Service Areas

    April‘12 May‘12 April‘12 May‘12    

1 Bharti 20.68 21.86 28.67 29.03 5.71 23

2 BSNL 17.59 18 24.39 23.91 2.33 21

3 Vodafone 16.06 16.77 22.27 22.27 4.42 16

4 IDEA 7.64 8.06 10.59 10.71 5.50 11

5 Aircel 2.83 3.02 3.92 4.01 6.71 7

6 Reliance 2.01 2.16 2.79 2.87 7.46 8

7 Spice 1.98 2.03 2.75 2.70 2.53 2

8 MTNL 2.02 2.1 2.80 2.79 3.96 2

9 BPL 1.31 1.29 1.82 1.71 -1.53 1

  TOTAL 72.12 75.29 100.00 100.00    

Market challengers 1. Vodafone2. BSNL

Followers3. Idea4. Reliance

Nichers1. Aircel2. Docomo

Competitive Strengths

Businesses

Bharti Tele-Ventures current businesses include -

• Mobile services

• Fixed-line

• National and international long distance services

• VSAT, Internet services and network solutions

• Broadband services with DSL and Wi-Fi network .

Bharti Tele-Ventures believes that the following elements will contribute to the Company's success as an integrated telecommunication services provider in India and will provide the Company with a solid foundation to execute its business strategy:

Nationwide Footprint Focus on industry trends and capitalize on new

telecommunications-related business opportunities. The strong brand name recognition and a reputation. The Company's strong relationships with international strategic and

financial investors.

Ideas For Product Development more than other network

• Provide vast range of products• Should try to Focus more on Rural marketing• Should try to focus more on Advertisement's

Conclusion The conclusion is that AIRTEL’s Advertisement has a major impact on

its users.

AIRTEL had created a very good image on the mind of the new users of cellular service. AIRTEL is successful in capturing the highest market share by adopting Celebrity Endorsement .

Strategies Adopted by Airtel :-

Supply chain , Market division, Department of products , Vast Product Range , Mind Blowing Advertisements.

But in students it isn’t a popular one because there isn’t much attracting schemes and offers for the youth .

Thank You