03-08-2013, 12:59 PM
A case study on Bharti Airtel Limited
Bharti Airtel.pptx (Size: 3.81 MB / Downloads: 89)
History
Sunil Mittal founded the Bharti Group.
In 1986, Mittal incorporated Bharti Telecom Limited (BTL), and his company became the first in India to offer push-button telephones.
By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its first cordless telephones.
In 1992, Mittal won a bid to build a cellular phone network in Delhi.
In 1995, Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi.
In 2000, Bharti acquired control of Skycell Communications, in Chennai.
In 2003, the cellular phone operations were rebranded under the single Airtel brand.
In 2004, Bharti acquired control of Hexacom and entered Rajasthan.
In 2005, Bharti extended its network to Andaman and Nicobar.
Bharti Airtel
Bharti Airtel Limited, commonly known as Airtel.
It is a division of Bharti Enterprises.
It is an Indian telecommunication services company headquartered at New Delhi, India.
It operates in 20 countries across South Asia, Africa and the Channel Islands.
The company ranks amongst the top 5 mobile service providers globally in terms of subscribers.
The businesses of Bharti Airtel are structured into two main strategic groups -Mobility and Infotel.
The Mobility business provides GSM mobile services in all 23 telecommunications circles in India, while the Infotel business group provides telephone services and Internet access over DSL in 15 circles.
In India, the company's product offerings include 2G, 3G and 4G services, fixed line, high speed broadband through DSL, IPTV, DTH, enterprise services including national & international long distance services to carriers.
Business Description
Provides GSM mobile services in all the 22 telecom circles in India, Srilanka, Bangladesh and now in 16 countries of Africa.
Provides telemedia services in 87 cities in India.
Provides an integrated suite of Enterprise solutions, in addition to providing long distance connectivity both Nationally and Internationally.
It also offer DTH and IPTv services.
Key Challenges
Over next few years, the biggest challenge will be the preparation of an effective strategy for the data segment. “Data is where the next battle will be fought. Airtel will face major challenges from its competitors in this segment.
Bharti’s key business priorities including expanding reach of its m-commerce, m-health and B2B segments. Already introduce services like Airtel money, the mediphone voice-based application, a data centre and managed service solution. In future, the emphasis will be on expanding these product portfolios.
Strategy and key initiatives
As per a five-year managed services agreement signed recently , Ericsson will manage and optimize Airtel’s mobile networks in Africa. Ericsson will modernize and upgrade Airtel’s mobile networks in Africa with the latest technology including its multi standard RBS 6000 base station. As part of the modernization, Ericsson will also provide technology consulting, network planning & design and network deployment. Ericsson has been the managed services and network technology partner in the Asian operations.
Signature Tune
The signature tune of Airtel is composed by Indian musician A. R. Rahman.
The tune became hugely popular and is the world's most downloaded mobile music with over 150 million downloads.
A new version of the song was released on 18 November 2010, as part of the rebranding of the company.
This version too was composed by Rahman himself.
Fighting Commoditization
By 2002, there were more than 4 operators in each circle. The product as such was undifferentiated, perceived value became an important factor, customer service and other benefits were increasingly taking more importance.
Hutchisson Essar provided service features which were superior to Airtel at that point of time. The challenge was to retain the old customer base while getting a new segment of customers, the youth, the middle class. Call rates were dropping by the day and a price war has started. Switching costs were really less and consumers immediately switched to brand with better value for money.
Brand Articulation
Brand Identity
The products are designed with pep and energy in vivid red colors to go with the brand image.
Logo
Capital “A” reinforces brands leadership position.
Red dot focuses on innovation.
Red color is associated with power.
Brand Communication
Airtel ads are have a more emotional connect to it than most other competitor ads.
They have now adopted a more common-man approach to advertising.