Competitive analysis of Bharti Airtel Ltd.

Competitive Analysis, S.T.P & PEST analysis of Bharti Airtel

1. Competitive Analysis of B harti A irtel L imited Prepared by- Amitha Rajesh. R S2 MBA (DAKSHA) MACFAST THIRUVALLA, KERALA, INDIA

2. QUESTION You are a consultant and have been hired by Airtel to conduct a competitive analysis? Prepare a report .

3. Introduction Bharti Airtel Limited is an Indian global telecommunications services company based in New Delhi, India. Founded in 7 th July 1995 by Sunil Bharti Mittal. It operates in 16 countries across South Asia and Africa. Airtel provides GSM, 3G, 4G LTE and VoLTE mobile services, fixed line broadband and voice services depending upon the country of operation. Airtel had also rolled out its VoLTE technology across seven telecom circles namely Mumbai, Maharashtra and Goa, Madhya Pradesh, Chhattisgarh, Gujarat, Andhra Pradesh & Telangana, Karnataka, Chennai and Kolkata. Airtel's marketing has been one of the success stories in Indian marketing spectrum. It has successfully created the image in the minds of the customers which it intended to. Being an aspiration brand in early 2000s to a vibrant youthful telecom service in second decade of 21st century.

4. S.T.P Segmentation Airtel has been famed to have done extremely successful customer segmentation. Moreover it has evolved the brand over the years into what was the need of the day. At the very basic it divided the customer segment into telecom circles. It then divided the states into category A,B and C. It identified demographics on the basis of Age . During the years 1993-1998 It clearly identified segment above the age of 25 and belonging to the middle class or above in the Indian affluence pyramid . During the years 1999-2003 It increased its segments to tap growing India middle class by taking in the Segments B2,B3,C1,C2 During the years 2003-2008 and further It started targeting you people as the total market share of 15-25 age group was 3-4%. It was a huge area to be tapped. So it changed its logo, tagline and TVC to cater to this group.

5. Targeting During the years 1993-1998 It targeted only elite class above 25 years. Targeted class were generally Corporate people and business men. During the years 1999-2003 Targeted youth with plans like 'YOUTOPIA'. It increased its segments to tap growing India middle class by taking in the Segments B2,B3,C1,C2 During the years 2003-2008 and further Tried to target women and senior citizens by introducing post paid plans. Tried to cater to 15-25 age group by campaigns like Friendz and ' har ek friend zaroori hota hai'.

6. Positioning During the years 1993-1998 Positioned itself in the premium category aimed at elite class of society. It created Airtel as an aspiration and lifestyle brand. The tagline was "power to keep in touch '. Sponsored events like Golf which particularly enticed the privileged class. During the years 1999-2001 Changed the tagline to 'touch tomorrow' to spread to other segments of the population. New logo was designed to resonate the core values of the brand, leadership, performance and dynamism.

7. Top Competitors for Bharti Airtel Ltd Reliance Vodafone Idea Aircel BSNL

8. Analysis Market Challengers Reliance Vodafone 2. Market Followers Idea BSNL Market Nichers Airtel Docomo

9. SWOT Analysis STRENGTHS High brand visibility It is the largest cellular provider in India Strong Pan India Presence Strong ads with celebrity brand ambassadors has boosted the brand WEAKNESS Price competition with other telecom players User privacy is an allegation which the brand has to face Outsourcing of Core Systems

10. OPPORTUNITIES Untapped Rural Market Tie up with google Strategic partnership with Blackberry THREATS New entrance’s low price offering can reduce share Presence of close & strong competitors CDMA companies providing better services Uncertain E conomic condition

11. PEST Analysis POLITICAL Banning of phone use in certain circumstances Earlier Tariff rates were high due to high taxes. Regulation – Dominating Brand ECONOMIC

12. SOCIAL Health Issues Demographics Social Trends Strong Connect TECHNOLOGICAL Fastest to launch new services E-commerce portal Efficient customer care service Fastest to launch new services

13. Conclusion Most successful brand in India with largest market share. Pre paid services are more expensive than post paid services. Success is based on three pillars- Connectivity, Affordability, & Innovation. Airtel has a large product mix & keeps evolving with time as it technology driven product.

14. Thank YOU