Presented By:Sitanshu.A.Merchan

tRoll No. MS0910081

Dil jo chahe pass laye…

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OBJECTIVES

1.To Study the Rebranding Strategy of Bharti

Airtel and its results.

2.To Study the Trend of Market Share of Bharti

Airtel.

3.To Study the Trend of the subscribers for the

various services and products of Bharti Airtel.

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RESEARCH METHODOLOGY

Secondary Data:

•Internet

•Reports

•Annual Report of TRAI (2009-10)

•Articles

•Newspapers

•Economic Times

•Business Standard

•Hindustan Times

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SUBSCRIBERS ANALYSIS

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SUBSCRIBERS ANALYSIS

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Contd…..

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Contd…..

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Contd…..

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SWOT ANALYSIS

Strengths:

•Excellent Marketing.

•Good Plans and Services

•Wide customer base.

•Successful introduction of 3G.

•Tie ups with foreign companies to improve

operations & to go global.

•Good brand equity.

•Good distribution network.

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Contd…..

Weakness:

•Improper customer service.

•Customer complaint rates are high according to

TRAI.

•Improper implementation of Re-branding strategy.

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Contd…..

Opportunities:

•Untapped rural market.

•Global market.

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Contd…..

Threat:

•Introduction of Mobile number portability

(MNP).

•Price competition from Vodafone and Idea.

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BCG MATRIX

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ANSOFF MATRIX

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REBRANDING ANALYSIS

Reasons of Re-Branding:

•To go Global.

•Strong consumer base over 200 million worldwide.

•Operating in 19 countries

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REBRANDING ANALYSIS

+ =

+ =

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MARKET SHARE ANALYSIS

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Contd…

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FINDINGS

1. In GSM segment Bharti Airtel has maximum market

share about 27.61% as per January, 2011. However

it has gone down from the last year which was

28.29%.

2. According to a research, more than 50% of people

disliked the image change.

3. With regard to the trend of subscribers it is

substantially rising annually in GSM sector currently

it has 155.79 million as per January 2011 previously

it was 152.49 million on December 2010.

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CONCLUSION

Factors in favour:

Bharti Airtel has maintained its market share in telecom

industry both in the rural as well as in urban and semi-urban

areas and still they are No.1 in the telecom industry.

Bharti Airtel has successfully introduced 3G through its wide

distribution network, and they are trying to retain back their

customers through its products at the attractive prices.

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Factors in against:

Bharti Airtel’s rebranding strategy was not as effective as

it has to be, as customers are not getting familiar with the

logo.

Maximum customer complaints has resulted loss of

3.2lakh customers after introduction of MNP (Mobile

Number Portability).

Contd..

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Contd..

High rebranding cost has putted Bharti Airtel’s Net

profit down by 41% in the 3rd quarter.

2G Spectrum scam has also affected the market

share of Bharti Airtel.

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LATEST NEWS

Hindustan TimesFriday, May 06, 2011

Bharti net dips as Africa drags

Net Profit of Bharti Airtel gone down by 31.5%. On Thursday Bharti Airtel announced net profit of Rs. 1400.7 cr for the quarter ended 31st March 2011, previous year it was Rs.2044.3 cr. This is due to higher cash outflow for its African operational.

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Hindustan TimesSaturday, May 07, 2011

3G to blame for Airtel network crash?

Bharti Airtel network was crashed on Thursday for several hours without notice leaving 8 million consumers helpless.

Reasons could be:

1.Launch of 3G Value Added Services which has adversely affected the primary services.2.Company has over-outsourced it equipment and management to vendors.

Contd..

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