Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase

sales and achieve a sustainable competitive advantage Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives Plans and objectives are generally tested for measurable results. Marketing strategy involves careful scanning of the internal and external environment. TYPES OF STRATIGIES: Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below: , Strategies based on market dominance- In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies: Leader Challenger Follower Nicher

Porter generic strategies- strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension ofFocus-broad or narrow. Product differentiation(broad): It is also known simply as "differentiation on is the process of distinguishing a product or offering from others, to make it more attractive to a particular target market Cost leadership (broad) : A cost leadership strategy aims to exploit scale of production, well defined scope and other economies (e.g. a good purchasing approach), producing highly standardized products, using high technology .Its is different from price leadership. Market segmentation(narrow) :A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function Innovation strategies This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: Innovates Close followers Late followers Growth strategies In this strategy we ask the question, How should the firm grow?. There are a number of different way by which we can find out how we can grow in the market. Horizontal integration: When a company expands its business into different products that are similar to current lines. Vertical integration : When a company expands its business into areas that are at different points of the same production path.

 Diversification is a form of corporate strategy for a company. It seeks to increase profitability through greater sales volume obtained from new products and new markets. Diversification can occur either at the business unit level or at the corporate level. At the business unit level, it is most likely to expand into a new segment of an industry that the business is already in. At the corporate level, it is generally very interesting entering a promising business outside of the scope of the existing business unit. Intensification strategy: that strategy can make strong planning to achieve the desired goals.

Business Process Management

Process Innovations and Continuous Improvement through People Involvement .
Problem Investigation by "Fact Based - Root Cause Analysis

Customer-Defined Business Processes Based on Customer Specifications, AirTel have webbed many business processes on the following concepts: Delivery time Turn around time Lead-time Time to market Other performance indicators Result oriented Approach: The targeted results are then arrived at through identification of the
following: The next-customer and end-customer expectations. Quantifiable purpose of the process and key result areas. Past experience of "What went wrong.Each process has been designed by first planng and can go wrong" In 1999, the rules of the game changed. The New Telecom Policy came into effect, replacing licence fees with a revenue-sharing scheme and extending the licence period from 10 to 20 years. Now, cellular service operators could drop their prices and target new customer segments. As SEC B became part of the catchment area, Airtel's communication changed from "power" to "touch tomorrow".

In 2002, Airtel signed on music composer

A R Rahman and changed its tune to "Live every

moment": Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India. But that was just part of the ongoing communication.