Professional Documents
Culture Documents
Introduction
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel is structured into three strategic business units Mobile services, Telemedia services and Enterprise services. The mobile business provides mobile & fixed wireless services using GSM technology. Airtel was voted as the Best Cellular Service in the country for four consecutive years.
Prepaid Cellular Competition Analysis 51 Cellular networks in 2002 Major Competitors in 2002 Hutchinson BATATA-BPL Aircel Koshika Spice Communication Reliance Telecomm BSNL MTNL
Easy Recharge
International scratch system for Magic Cards
Effective Distribution
Easily available in departmental stores, gift shops, kirana shops, retail outlets, telephone booths etc Doorstep delivery in 2002
Customer Satisfaction
Affordable Easily accessible Strong customer relationship
Features
STD/ISD Facility Voice Mail Short Message Services Free CLIP Balance Enquiry
Bharti Magic 3 Cs
Leading Competitors Hutchinson and BATATA-BPL Competitive price, distribution and customer satisfaction strategies Top moves to target customers Airtel Connect showrooms Home Delivery First player to launch roaming cellular services and Smart Mail, Web Message, Call hold etc Attractive pricing strategies Focus on Youth
Competitor
Customer
Company
Bharti Airtel, is Asias leading integrated telecom services provider with operations in India and Sri Lanka. Services are offered under the brand name Airtel: Broadband & Telephone Services Long Distance Services Enterprise Services Mobile Services using GSM
Expected Product
Core Product
SIM Incoming Calls Outgoing Calls
Easy Distribution
SMS
Affordability
Voicemail
Customer Service
Brand Magic
New Celebrity endorsers (Sachin Tendulkar & SRK) who projected a fresh and youthful image were chosen to reflect Magics brand values of energy, hope, optimism and achievement. Special features for Magic Subscribers like free caller line identification, and innovative services like balance on screen. Bharti came up with many ad specific taglines like: Kabhi bhi, Kahin bhi, Jahan Chaho, Airtel Magic Pao
Brand Magic
Conducting contests for its subscribers through SMS. For Instance the Khulja Sim Sim contest launched in April 2002.
Bharti Airtel, Asias leading integrated telecom service provider, announced the launch of the Magic Dekho, Talktime Pao offer on its DTH service digital TV last month. This is an exclusive offer for Airtel Prepaid Mobile customers across the country where on buying a digital TV connection at Rs. 2000 with 3 months of Super Value Pack, the Airtel Prepaid Mobile customer receives 1000 minutes of local Airtel to Airtel talktime.
Target Customer
Magic was positioned as friendly, mass-market brand Targeted the youth, stood for simplicity and attitude anything is possible Aimed at attracting infrequent and non-interested users of the mobile phones Cellular services dropped in prices and target new customer segments As the category developed with prices going down sharply, Airtel began talking to a wider spectrum of potential users
The aim is to be relevant to the masses and make all their dreams, hopes and desires come true at Rs 300 per month Hemant Sachdev, Director, Marketing
CRM at Airtel
Vision To provide Airtel services anywhere and at any time. A customer should get the same quality of service no matter which call centre he contacts. The implementation of CRM also helped Bharti in having a unified workflow and unified processes across the country. Benefits Understand and segregate customer needs - With the help of CRM, they are able to provide customers different schemes and services depending on airtime usage. The CRM strategy at Airtel revolves around two aspects: Operational CRM - Helping call centers with workflow and dayto-day activities. Analytical CRM - Provides staff with the required information on customers; this is used for business development activities.