ASSIGNMENT

MARKETING
MANAGEMENT

Submitted To :
Submitted By :

Dr. S.K. Chadha Rajat Singla

MB
A General Section - A
IInd
Semester
Roll No. – 21
 Indian Telecommunication Industry

The Indian telecommunication industry, with about 525

million mobile phone connections (Dec 2009), is the third
largest telecommunication network in the world and the
second largest in terms of number of wireless
connections. The Indian telecom industry is one of the
fastest growing in the world and is projected that India will
have 'billion plus' mobile users by 2015. Projection by
several leading global consultancies is that India’s telecom
network will overtake China’s in the next 10 years. For the
past decade or so, telecommunication activities have gained
momentum in India. Efforts have been made from both
governmental and non-governmental platforms to enhance
the infrastructure. The idea is to help modern
telecommunication technologies to serve all segments of
India’s culturally diverse society, and to transform it into a
country of technologically aware people.

A large population, low telephony penetration levels, and a

rise in consumers' income and spending owing to strong
economic growth have helped make India the fastest-
growing telecom market in the world. The first and largest
operator is the state-owned incumbent BSNL, which is also
the 7th largest telecom company in the world in terms of its
number of subscribers. BSNL was created by corporatization
of the erstwhile DTS (Department of Telecommunication
Services), a government unit responsible for provision of
telephony services. Subsequently, after the
telecommunication policies were revised to allow private
operators, companies such as Vodafone, Bharti Airtel, Tata
Indicom, Idea Cellular,Aircel and Loop Mobile have entered
the space. see major operators in India. In 2008-09, rural
India outpaced urban India in mobile growth rate.
India's mobile phone market is the fastest growing in the
world, with companies adding some 19.1 million new
customers added in December 2009.
The total number of telephones in the country crossed the
543 million mark on Oct 2009. The overall tele-density has
increased to 44.85% in Oct 2009. In the wireless segment,
19 million subscribers have been added in Dec 2009. The
total wireless subscribers (GSM, CDMA & WLL (F)) base is
more than 543.20 million now. The wireline segment
subscriber base stood at 37.06 million with a decline of 0.12
million in Dec 2009.

INDIA has one of the fastest growing telecom networks in the

world with its high population and development potential...
The major players in telecom space in India are:

1. Airtel
2. Reliance Communications
3. Vodafone Essar
4. BSNL
5. Idea Cellular
6. Tata Indicom
7. Aircel
8. MTNL
9. Loop Mobile
10. Ping Mobile
11. MTS India
12. Virgin Mobile India
13. Uninor
14. S Tel
15. Etisalat DB Telecom
16. Tata DoCoMo

Due to the large number of firms in Indian telecom industry ,

the competition is intense and has seen tariffs falling to a
low of 1 paisa / second.

So, the quality of service becomes all the more important

because if the customers are not satisfied, they will change
their mobile operator. This can lead to a high churn out
being faced by the existing players as we have seen it in the
market. So, every competitor aims for “customer delight.”
 Bharti Airtel Limited

Bharti Airtel formerly known as Bharti Tele-Ventures

LTD (BTVL) is the largest cellular service provider in India,
with more than 121 million subscribers as of January
2010.With this, Bharti is now the world's third-largest, single-
country mobile operator and sixth-largest integrated telecom
operator. It also offers fixed line services and broadband
services. It offers its TELECOM services under
the Airtel brand and is headed by Sunil Bharti Mittal. The
company also provides telephone services and broadband
Internet access (DSL) in top 95 cities in India. It also acts as
a carrier for national and international long distance
communication services. The company has a submarine
cable landing station at Chennai, which connects the
submarine cable connecting Chennai and Singapore.
The businesses at Bharti Airtel have always been structured
into three individual strategic business units (SBU's) - Mobile
Services, Airtel Telemedia Services & Enterprise Services.
The mobile business provides mobile & fixed wireless
services using GSM technology across 23 telecom circles
while the Airtel Telemedia Services business offers
broadband & telephone services in 95 cities and has recently
launched a Direct-to-Home (DTH) service, Airtel Digital
TV. Shahrukh Khan is the brand ambassador of the mobile
company and Kareena Kapoor and Saif Ali Khan are the
brand embassadors of the DTH company. The company
provides end-to-end data and enterprise services to the
corporate customers through its nationwide fiber optic
backbone, last mile connectivity in fixed-line and mobile
circles, VSATs, ISP and international bandwidth access
through the gateways and landing station.
Globally, Bharti Airtel is the 3rd largest in-country mobile
operator by subscriber base, behind China Mobile and China
Unicom. In India, the company has a 24.6% share of the
wireless services market, followed by 17.7% for Reliance
Communications and 17.4% for Vodafone Essar

Bharti’s Vision & promise:

By 2010, Airtel will be the most admired brand in India.
Loved by more customers.
Targeted by top talent.
Benchmarked by more businesses.
We at Airtel always think in fresh and innovative ways about
the needs of our customers and how we want them to feel.
We deliver what we promise and go out of our way to delight
the customer with a little bit more

Airtel Brand:
Airtel was born free, a force unleashed into the market with
a relentless and unwavering determination to succeed. A
spirit charged with energy, creativity and a team driven “to
seize the day” with an ambition to become the most globally
admired telecom service. Airtel, in just ten years of
operations, rose to the pinnacle to achievement and
continues to lead.

As India's leading telecommunications company Airtel brand

has played the role as a major catalyst in India's reforms,
contributing to its economic resurgence.

Today we touch people’s lives with our Mobile services,

Telemedia services, to connecting India's leading 1000+
corporates. We also connect Indians living in USA, UK and
Canada with our callhome service.

Mission:
Company will meet the mobile communication
Needs of his customers through error – free service delivery.
Innovative products and services and through cost
efficiency.
United Messaging solutions.

Corporate Responsibilty At Bharti Airtel:

To be responsive to needs of customers.
To trust and respect employees.
To be transparent and sensitive in dealing with all
stakeholders.

8 P’s of Airtel are:

1. Product

A product means what we produce. If we produce goods, it

means tangible product and when we produce or generate
services, it means intangible service product. A product is
both what a seller has to sell and a buyer has to buy.
The products of Airtel are:
Airtel Pre-paid
Airtel Post-paid
Airtel Data card
Blackberry Wireless Handheld
Airtel Digital TV
Airtel Broadband Services

Value Added Services (VAS)

The different value added services provided by Airtel are-
Instant Balance Enquiry
24Hr recharge Facility
Caller line identification
Call divert, Call wait & Call Hold
Multimedia messaging service (MMS)
Airtel Live Portal
SMS based Information Service
Hello Tunes & Ring Tones
Voice Mail Service
Easy Post-paid bill collection
Gifting of Ring Tones & Hello Tunes
GPRS
Business Solutions

2. Price
The company has introduced various billing plans under the
post paid plans. All the plans and schemes introduced by the
company are keeping in mind the customers needs and
competitiors offerings.
Customer based pricing strategies.
Flexible pricing mechanism
Controlled by Telecom Regulatory Authority of India (TRAI)

3. Place

It has wide and extensive presence even in the remotest

areas. Almost throughout whole India, the SIM cards and
recharge cards are available so it has an extensive
coverage.
Airtel Customer Care Touch Points
Distributors like
E.g. Paan shops, grocery stores, chemists, outlet etc. Its
products are available even in Grocery stores.
 4. Promotion

Airtel does a lot of promotions and advertisements for its

products. The brand ambassadors are Sachin Tendulkar,
Shah Rukh Khan, Kareena Kapoor, Saif Ali Khan etc., all of
these which are very popular with the people.
Large scale print and video advertising.
Big celebrities like SRK and Sachin are roped in to endorse
the product because it .
In 2002 Airtel got its Signature tune from A.R. Rehman, this
signature tune is the most downloaded tune in India.
Provides innovations such as Bollywood movie premiers,
music services such as ring back tones & many more.

5. People

Understanding the customer better allows to design

appropriate products. Being a service industry which
involves a high level of people interaction, it is very
important to use this resource efficiently in order to satisfy
customers. Training, development and strong relationships
with intermediaries are the key areas to be kept under
consideration. Training the employees, use of IT for
efficiency, both at the staff and agent level, is one of the
important areas to look into.
Some of the features are:
Total Employees 25616 (Bharti Airtel consolidated) as per Q3
08.
Dedicate and passionate workforce.
One of the best customer support.
Have won 2nd Best employer award in 2004.

6. Process

The process should be customer friendly. The speed and

accuracy of payment is of great importance. The processing
method should be easy and convenient to the customers. IT
& Data Warehousing will smoothen the process flow.

IT will help in servicing large no. of customers efficiently and

bring down overheads. Technology can either complement
or supplement the channels of distribution cost effectively. It
can also help to improve customer service levels. The use of
data warehousing management and mining will help to find
out the profitability and potential of various customers
product segments

Process for services is very easy and customer can avail it

very easily.
121 is the customer support no. which can be dialed from
anywhere in India. All the information is available at a single
number round the clock at 121. Just dial 121.

7. Physical Evidence:

Physical Evidence is the element of the service mix which

allows the consumer again to make judgments on the
organization. Physical evidence is an essential ingredient of
the service mix, consumers will make perceptions based on
their sight of the service provision which will have an impact
on the organizations perceptual plan of the service.
For example, the Customer Service centres offer a physical
place for the face to face interaction of the customer and the
employees and it is this Physical Evidence which the
customers perceive. The service provider has to effectively
manage the constituents of physical evidence.

8. Pace:

Airtel uses all the latest technology which is available to

serve its valuable customers. The website of Airtel has the
option to recharge the Prepaid mobiles and to pay the bills of
the postpaid mobiles. It also has an option to create an
account for the postpaid customers through which they can
have a complete control over their account on the Internet. It
offers services on the efficient 2.5G spectrum and is waiting
for the auction of the 3G spectrum to start offering high
speed data download services.
The Airtel network is also managed by Nokia Siemens
Network (NSN) which is a market leader in providing network
solutions.
The IT services are provided by IBM which is again a market
leader.

In all, Airtel uses the most advanced technology so that its

customers take the advantage of most efficient and best
services available throughout India.

Thus, above are the 8 P’s of Airtel.

Customer Satisfaction:

Airtel strives towards customer satisfaction. It goes

an extra step to ensure “Customer Delight”.

I am also a customer of Airtel and fully satisfied by its

services which are unmatched by any other service
provider. Even though, the services of Airtel are
priced a little higher than the other competitors, it
fully justifies the reason for this high price as it is a
premium service.

Thus, Airtel believes in Customer Satisfaction.