competitive analysis of airtel
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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