AProject ReportOnMARKETING STRATEGIES OF BHARTIAIRTEL AND COMPARISON WITHRELIANCE INFOCOMM.

A r!e" #!$tor% o" te&e $ector !n In'!( In the early 1990s, the Indian government adopted a new economicp o l i c y a i m e d a t i m p r o v i n g I n d i a ' s c o m p e t i t i v e n e s s i n t h e g l o b a l m a r k e t s a n d t h e r a p i d g r o w t h o f e x p o r t s . K e y t o a c h i e v i n g t h e s e goals was a world class telecom infrastr!ct!re.I n I n d i a , t h e t e l e c o m s e r v i c e a r e a s a r e d i v i d e d i n t o f o ! r m e t r o s "#ew $elhi, %!mbai, &hennai and Kolkatta' and (0 circles, which r o ! g h l y c o r r e s p o n d t o t h e s t a t e s i n I n d i a . ) h e c i r c l e s a r e f ! r t h e r classified !nder *+,* *,* and *&,* with the *+* circle being the mostattractive and *&* being the least attractive. )he reg!latory body att h a t t i m e - t h e $ e p a r t m e n t o f ) e l e c o m m ! n i c a t i o n s " $ . ) ' - allocated two cell!lar licenses for each metro and circle. )hirty fo!r licenses for /0%900 cell!lar services were a!ctioned to (( firms in1 9 9 1 . ) h e f i r s t c e l l ! l a r s e r v i c e w a s p r o v i d e d b y , % o d i ) e l s t r a i n Kolkatta in +!g!st 1991. 2or the a!ction, it was stip!lated that no f i r m c a n w i n i n m o r e t h a n o n e m e t r o , t h r e e c i r c l e s o r b o t h . ) h e circles of 3amm! and Kashmir and +ndaman and #icobar had no bidders, while 4est ,engal and +ssam had only one bidder each.In 1995, the )elecom 6eg!latory +!thority of India ")6+I' bill wasintrod!ced in the 7ok 0abha, and the president officially anno!nced

the )6+I ordinance on (1 3an!ary 1998. )he government decidedt o s e t ! p ) 6 + I t o s e p a r a t e r e g ! l a t o r y f ! n c t i o n s f r o m p o l i c y form!lation, licensing and telecom operations. 9rior to the creation of )6+I, these f!nctions were the sole responsibility of the $.).: i g h l i c e n s e f e e s a n d e x c e s s i v e b i d s f o r t h e c e l l ! l a r l i c e n s e s p ! t tremendo!s financial b!rden on the operators, diverting f!nds awayfrom network development and enhancements. +s a res!lt, by 1999many operators failed to pay their license fees and were in danger of having their licenses withdrawn. In %arch 1999, a new telecompolicy was p!t in place "#ew )elecom 9olicy ;#)9< 1999'. =nder this new policy, the old fixed licensing regime was to be replaced bya r e v e n ! e s h a r i n g s c h e m e w h e r e b y b e t w e e n > 1 ( p e r c e n t o f cell!lar reven!e were to be paid to the government. 1 . 1 I N D I A N C E L L U L A R M A R K E T - E A R L I E R R O A D B L O C K S AND THEIR RESOLUTION Indian &ell!lar market immediately after the first ro!nd of licensing i n 1 9 9 ? 9 5 w a s beset by several problems for @ ? years till t h e # e w ) e l e c o m 9 o l i c y o f 1 9 9 9 w a s a n n o ! n c e d . 0 o m e o f t h e s e ro adblocks A c!rrent position is tab!lated belowB

COMPANY PROFILE OF BHARTI AIRTEL Cision* + s w e s p r e a d w i n g s t o e x p a n d o ! r c a p a b i l i t i e s a n d e x p l o r e n e w horiDons, the f!ndamental foc!s remains !nchangedB seek o!t the best technology in the world and p!t it at the service of o!r !ltimate!serB o!r c!stomer.*)hese are the premise on which ,harti Enterprises has based itsentire plan of action.,harti Enterprises has been at the forefront of technology and hasrevol!tioniDed telecomm!nications with its world class prod!cts andservices.E s t a b l i s h e d i n 1 9 > 1 , , h a r t i h a s b e e n a p i o n e e r i n g f o r c e i n t h e t e l e c o m s e c t o r . 4 i t h m a n y f i r s t s a n d i n n o v a t i o n s t o i t s c r e d i t , ranging f r o m b e i n g t h e f i r s t m o b i l e s e r v i c e i n $ e l h i , f i r s t p r i v a t e basic telephone service provider in the co!ntry, first Indian companyt o p r o v i d e c o m p r e h e n s i v e t e l e c o m s e r v i c e s o ! t s i d e I n d i a i n0eychelles and first private sector service provider to la!nch# ational 7ong $istance 0ervices in India. ,harti had approximately@ . ( 1 m i l l i o n t o t a l c ! s t o m e r s F n e a r l y ( . > > m i l l i o n m o b i l e a n d @@?,000 fixed line c!stomers.

Its services sector b!sinesses incl!de mobile operations in +ndhra9 r a d e s h , & h e n n a i , $ e l h i , / ! G a r a t , : a r y a n a , : i m a c h a l 9 r a d e s h , Karnata ka, Kerala, Kolkata, %adhya 9radesh circle, %aharashtra circle, %!mbai, 9!nGab, )amil #ad! and =ttar 9radesh "4est' circle.I n a d d i t i o n , i t a l s o h a s a f i x e d l i n e o p e r a t i o n s i n t h e s t a t e s o f %adhya 9radesh and &hattisgarh, :aryana, $elhi, Karnataka and)amil #ad! and nationwide broadband and long distance networks., h a r t i h a s r e c e n t l y l a ! n c h e d n a t i o n a l l o n g d i s t a n c e s e r v i c e s b y offering data transmission services and voice transmission servicesf o r c a l l s o r i g i n a t i n g a n d t e r m i n a t i n g o n m o s t o f I n d i a ' s m o b i l e ne tworks.) h e & o m p a n y i s a l s o i m p l e m e n t i n g a s ! b m a r i n e c a b l e p r o G e c t c o n necting &hennai 0ingapore for providing i n t e r n a t i o n a l bandwidth., h a r t i E n t e r p r i s e s a l s o m a n ! f a c t ! r e s a n d exports telephoneterminals and cordless phones. +part from bei n g t h e l a r g e s t man!fact!rer of telephone instr!ments, it is also the first telecomcompany to export its prod!cts to the =0+.,harti )ele Cent!res' strategic obGective isHto capitalise on the growth opport!nities that the &ompany believesa r e a v a i l a b l e i n t h e I n d i a n t e l e c o m m ! n i c a t i o n s m a r k e t and

c o n s o l i d a t e i t s p o s i t i o n t o b e t h e l e a d i n g i n t e g r a t e d telecomm!nications services provider in key markets in India, with afoc!s on providing mobile servicesI.)he &ompany has developed the following strategies to achieve itsstrategic obGectiveB J 2oc!s on maximiDing reven!es and marginsK J &apt!re maxim!m telecomm!nications reven!e potential withminim!m geographical coverageK J . f f e r m ! l t i p l e t e l e c o m m ! n i c a t i o n s s e r v i c e s t o p r o v i d e c!stomers with a *one stop shop* sol!tionK J 9osition itself to tap data transmission opport!nities and offer advanced mobile data servicesK J 2oc!s on satisfying and retaining c!stomers by ens!ring highlevel of c!stomer satisfactionK J 7everage strengths of its strategic and financial partnersK and J E m p h a s i D e o n h ! m a n r e s o ! r c e d e v e l o p m e n t t o a c h i e v e operational efficiencies

The Magic: 9erhaps the more ambitio!s experiment has been with Magic - thepre paid card. )he idea was to make the brand affordable,accessible and, most importantly, feasible as a means of expandingthe market even faster. PHASE I %agic was aimed at bringing in infreL!ent !sers of a mobile phone into the market and ass!re him that he wo!ld have to pay only if hemade a call. 0!ch a c!stomer !sed the phone sparingly - mostlyfor emergencies - and was not willing to pick !p a normal mobilec o n n e c t i o n w i t h i t s r e l a t i v e l y h i g h r e n t a l s " p r e p a i d c a r d s d o n o t incl!de rental charges'.)o achieve its obGectives ,harti did three things. J .ne, the prod!ct was made available at prices ranging from 6s @00 to 6s @,000 with no strings attached and was simple tooperate. J )wo, the prod!ct was made accessible and distrib!ted thro!ghsmall stores, telephone booths and even kirana shops so thatthe offering was well within arms reach.

J ) h i r d , t o m a k e t h e p r o d ! c t m o r e H a p p r o a c h a b l e I t o t h e c!stomer, the company came with vernac!lar ad campaignslike

Magic Daalo Se Hello which appealed to local sensibilities.)his apart, the company roped in Karisma Kapoor and 0hah 6!khKhan for a maGor ad campaign all across $elhi, a r!se that saw then ! m b e r o f s ! b s c r i b e r s g o ! p f r o m 1 . ? 8 l a k h t o 1 ( l a k h t o d a y , overtaking EssarMs branded pre paid card S ee! , w h i c h w a s la!nched m!ch ahead of %agic. )he company is now re working its%agic strategy even f!rther.Earlier, the branding strategy was aimed at roping in only interestedc!stomers - that is, c!stomers who were already inclined to opt for mobile services. ,!t now, with basic service providers having beena l l o w e d l i m i t e d m o b i l i t y a t f a r c h e a p e r r a t e s , m o b i l e s e r v i c e providers co!ld find themselves !nder threat again.)hat is why the new exercise is aimed at co opting non adopters.4 h i l e t h e e x a c t s t r a t e g y i s ! n d e r w r a p s , i n s i d e r s s a y t h e n e w branding strategy wo!ld be aimed at offering them val!e which theyhad not perceived wo!ld be available from !sing a pre paid card.

PHASE II , h a r t i ! s e d + i r ) e l % a g i c t o b ! i l d a s t r o n g v a l ! e p r o p o s i t i o n a n d accelerate market expansion thro!gh IndiaMs first national pre paid card )C brand campaign J 2irst time ever in India any pre paid card brand goes on )C J + combination of the film genre exposed thro!gh the )C medi!mdesigned to connect with the masses of India J No!th based romance driven strategy platform makes the val!eproposition of +ir)el %agic O%!mkin :aiM come alive J +ll elements !ser imagery, context, tone P lang!age created toconnect the category to the lives of the 0E& , P 0E& & segment F the middle class non mobile !ser. J +ir)el %agic positions itself on the platform of being excellent for e m e r g e n c y s i t ! a t i o n s i n c r e a s i n g p r o d ! c t i v i t y a s a p a r t o f everyday life. J 0har!kh Khan makes Oeverything in life possibleM while r o m a n c i n g p r e t t y K a r e e n a K a p o o r w i t h + i r ) e l % a g i c , I n d i a M s leading pre paid mobile card.

AmountSer iceProce!!ingTa"#Time$a"i%it&'R!()Ta*'+,)Fee!'R!()'R!() '-a&!). / 0 . 0 . . 1 / ( / / 0 3 2 ( . 1

/ 2 . .

4 . . ( . 0 . / / ( / . 5 2 2 / 5 0 . 1 . 6 . 5 0 ( 0 1 . 2 4 / 5 2 5 5 ( 5 5 . 2 ( + 6 5 2 5 5 0 ( 6 1 . 0 ( 2 / 5 2 5 / ( + 5 . . ( 5 6 5 2 1 5 1 + 5 5 . 0 0 0 . 5 1 ( . 5 0 3 ( 3 0 . 2 5 + ( . 5 / 1 ( / 0 4 . 0 2 ( . 5 1 6 ( 1 3 2 2 0 0 ( . 5 + 3 ( 4 AmountSer iceProce!!ingTa"#Time$a"i%it&'R!()Ta*'+,)Fee!'R!() '-a&!)3 0 / 0 5 . 2 5 3 2 3 . 2 6 3 5 . 2 5 4 4 3 2 3 1 2 0 4 5 . 2 5 + 3 3 2 3 4 . 0 4 5 . 2 5 6 4 ( 2 / 2 2 0 6 ( . 2 0 0 2 ( 3 / 0 . 3 5 ( / 2 0 / 3 ( . 0 4 . 3 . ( 5 6 0 + 6 ( + 5 3 2 3 4 ( 2 / 5 5 0 ( 6 1 3 2 3 + ( + 6 5 . 1 ( 5 5 3 2 . 2 / 2 5 3 . 2 3 2 2 / / ( / / / 2 . ( . 1 3 2 / + ( 5 . 5 . 5 ( . 1 3 2 . 5 ( + . 5 . + ( 5 . 3 2 4 4 ( / 5 5 . 2 ( . 6 3 2 + 2 ( 3 1 5 . 2 . 4 / 3 2

1 / 4 4 . 1 . + 4 2 0 2 0 1 3 . + 3 3 0 + ' . 0 / 1 ( ( 0 1 4 + 3 5 2 . . 2 / . 2 5 2 . 4 2 4 . 2 + 2 1 . 1 2 2 / . 1 . 2 2 . / 2 6 . 4 2 ( . ( ( 3 4 0 3 3 5 2 . . 2 0 3 ( 2 1 3 + 3 5 2 . / 2 2 3 . 3 5 2 5 5 . 2 4 0 0 0 4 0 0 0 R / + 2 + 2 + 2 + 2 ( 2 . 2 + . 5 2 3 5 6 ( ( (

' R!()Ta*'+,)Fee!'R!() '-a&!)+ . 2 . 2 1 6 2 2 2 1 + 2 2 2 2 4 4 2 + . 2 2 5 0 5 . 2 2 5 3 . 2 5 2 5 / 5 . 2 2 5 . 2 . 2 5 0 + 2 2 5 5 . 5 1 2 5 / + 2 5 ( + 2 5 1 5 + . 2 2 0 0 1 0 4 ( 4 2 ( 3 1 3 3 1 / / 3 2 1 1 4 2 2 2 1 5 2 2 2 . 5 2 4 ( 1 1 1 ( ( 3 3 3 ( 1 4 3 3 1 1

' 3 1 3 4 . 2 +

R 1

! 4 1 ( / (

) 0 ( ( 3 ( 6 + . 2 + 5

( 2 1 3 2 3 + ( 6 3 1 ( 2 1 5 + 3 1 5 0 5 1 0 2 2 2 . 5 / . 1 2 6 6 / 2 . + + 6 1 2 6 . 6 3 2 .

6 / 4 1 4 1 2 2 ( 5 ( 4 3 ( ( 1 5 0 2 5 . 2 5 . 3 / ( ( 3 3 6 + 6 + . 2 0 / . . 1 2 2 2 4 ( 5

1 1 5 2 5 2 5 1 + 5 3 1 ( 3 5 2 . 2 5 1 2 3 2 2 6 / 1 0 1 2 2 3 / 3 2 1 . 5

5 2 . 5

2 6 2 2 2 5 2 3 3 ( ( . 0 4 4 1 2 2 + 6 / 1 1 2 3 1 . 2 5 0 5 4 1 2 + 3 1 5 1 2 2 ( + 1 2 . 2 5 5

6 5 4 1 5 5 2 2 4 2 0 3 ( ( 3 3 + 4 2 3 2 3

5 / 5 ( ( 4 . 2 0 1 2 2 0 . ( ( 3 3 6 +

Services provided by Bharti Airtel J %obile services with /0% technology J 2ixed line connections J #ational and international long distance services J C0+), Internet services and network sol!tions J ,roadband services Services provided by Reliance Infocomm.

mobile services with CDMA technologyfixed-line telephone servicesUniversal Internetworking oI! " oice over Internet !rotocol#Interactive $elevision is%al Comm%nication&roadband !ortal$elecomm%ting CONCL7SION + f t e r a n a l y D i n g t h e f i n d i n g s o f t h e r e s e a r c h , I c a n c o n c l ! d e t h a t +irtel lagged behind its competitors as far as c!stomer service andavailability is concerned. )he maxim!m no. of people who !se them o b i l e i s i n t h e a g e g r o ! p o f ( 0 t o ( > . & a s h c a r d s a r e t h e m o s t pop!lar type of mobile connections, as they are cons!mer friendlyand recharging the connection is not a problem.% a x i m ! m n o . o f p e o p l e s p e n d s 60 100 on their connections. +s+ i r t e l i s t h e o n l y c o m p a n y h a v i n g t h e m a x i m ! m n o o f m o b i l e c o n n e c t i o n s s o i t m ! s t s e r i o ! s l y l o o k i n t o t h e l o o p h o l e s o f t h e existing c!stomer service department.+s we know that now +irtel has already la!nched its prod!ct withl o g o H M + i s i a D a a d i a ! r k a h a n I M h a s a l r e a d y b e c a m e p o p ! l a r i n market. 0o we c a n s a y t h a t i n s p i t e o f s o m a n y c o m p e t i t o r i n t h e market +irtel is having a good

position G!st beca!se every time, it tries its best to !nderstand theneed of its important c!stomers.2 r o m t h e c o m p a r i s o n a n d d e e p a n a l y s i s o f e v e r y a s p e c t o f b!siness of both the companies we can concl!de that bharti airtelhas to more work in every field of comm!nication b!siness.I t i s t h e t i m e n o t o n l y t o s ! r v i v e b ! t t o s ! s t a i n i n t h e m a r k e t f o r a long time.2 o r t h i s + i r t e l h a s t o w o r k o n i t s a l l m a r k e t i n g strategies,marketing,promotion,brand image.etc.+irtel has to take 6eliance info. Cery serio!sly and !pdate its own strategies from time to time and when the need arises.4ith aggressive marketing strategies airtel has to target r!ral Indiaas 80Q of pop!lation of India live in these areas.)he other segment may be cost!mers of all age gro!ps.

BIBLIOGRAPH) I n t h i s p r o G e c t r e p o r t , w h i l e f i n a l i D i n g a n d f o r a n a l y D i n g L ! a l i t y problem in details the following ,ooks, %agaDinesA3o!rnals and4 e b 0 i t e s h a v e b e e n r e f e r r e d . + l l t h e m a t e r i a l d e t a i l e d b e l o w provides effective help and a g!iding layo!t while designing this textreport. Boo#! : 9rinciples of %arketing F9hilip Kotler P Kevin keller edi. 1(%arket 6esearch F $.$. 0harma6esearch %ethodology F &.6. Kothari 8e9!ite!: www.airtelworld.com www.google.com www.india.com httpBAAwww.blonnet.comA(00?A05A(5AstoriesA(00?05(50(1>0800.htm, %!mbai, 3!ne(1, (00?.comAcompaniesAcompaniesRrArelianceRinfocomA(00@110?Rstop roaming.htm, ?#ovember (00@$omain,, %issed &all, +t httpBAAwww.domainb

Maga:ine!: +irtel "( 3!ly to 10 3!ly (00?'+irtel India page of :) paper ")h!rsday 1$ecember (00?'&owards India "(5 $ecember to ? 3an. (00?