ASSIGNMENT MARKETING MANAGEMENT
Submitted To : Submitted By : Dr. S.K. Chadha
Rajat Singla MB
A General Section - A IInd Semester Roll No. – 21
Indian Telecommunication Industry The Indian telecommunication industry, with about 525 million mobile phone connections (Dec 2009), is the third largest telecommunication network in the world and the second largest in terms of number of wireless connections. The Indian telecom industry is one of the fastest growing in the world and is projected that India will have 'billion plus' mobile users by 2015. Projection by several leading global consultancies is that India’s telecom network will overtake China’s in the next 10 years. For the past decade or so, telecommunication activities have gained momentum in India. Efforts have been made from both governmental and non-governmental platforms to enhance the infrastructure. The idea is to help modern telecommunication technologies to serve all segments of India’s culturally diverse society, and to transform it into a country of technologically aware people. A large population, low telephony penetration levels, and a rise in consumers' income and spending owing to strong economic growth have helped make India the fastestgrowing telecom market in the world. The first and largest operator is the state-owned incumbent BSNL, which is also the 7th largest telecom company in the world in terms of its number of subscribers. BSNL was created by corporatization of the erstwhile DTS (Department of Telecommunication Services), a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Vodafone, Bharti Airtel, Tata Indicom, Idea Cellular,Aircel and Loop Mobile have entered the space. see major operators in India. In 2008-09, rural India outpaced urban India in mobile growth rate. India's mobile phone market is the fastest growing in the world, with companies adding some 19.1 million new customers added in December 2009.
The total number of telephones in the country crossed the 543 million mark on Oct 2009. The overall tele-density has increased to 44.85% in Oct 2009. In the wireless segment, 19 million subscribers have been added in Dec D ec 2009. The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than 543.20 million now. The wireline segment subscriber base stood at 37.06 million with a decline of 0.12 million in Dec 2009. INDIA has one of the fastest growing telecom networks in the world with its high population and development potential... The major players in telecom space in India are: Airtel 2. Reliance Communications 3. Vodafone Essar 4. BSNL 5. Idea Cellular 6. Tata Indicom 7. Aircel 8. MTNL 9. Loop Mobile 10. Ping Mobile 11. MTS India 12. Virgin Mobile India 13. Uninor 14. S Tel 15. Etisalat DB Telecom 16. Tata DoCoMo 1.
Due to the large number of firms in Indian telecom industry , the competition is intense and has seen tariffs falling to a low of 1 paisa / second. So, the quality of service becomes all the more important because if the customers are not satisfied, they will change their mobile operator. This can lead to a high churn out being faced by the existing players as we have seen it in the market. So, every competitor aims for “customer delight.”
Bharti Airtel Limited Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular service provider in India, with more than 121 million subscribers as of January 2010.With this, Bharti is now the world's third-largest, singlecountry mobile operator and sixth-largest integrated telecom operator. It also offers fixed line services and broadband services. It offers its TELECOM services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides telephone services and broadband Internet access (DSL) in top 95 cities in India. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. The businesses at Bharti Airtel have always been structured structur ed into three individual strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 95 cities and has recently launched a Direct-to-Home (DTH) service, Airtel Digital TV. Shahrukh Khan is the brand ambassador of the mobile company and Kareena Kapoor and Saif Ali Khan are the brand embassadors of the DTH company. The company provides end-to-end data and enterprise services to the corporate customers through its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station.
Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar
Bharti’s Vision & promise: By 2010, Airtel will be the most admired brand bran d in India. Loved by more customers. Targeted by top talent. Benchmarked by more businesses. We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more
Airtel Brand: Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the day” with an ambition to become the most globally admired telecom service. Airtel, in just ten years of operations, rose to the pinnacle to achievement and continues to lead. As India's leading telecommunications company Airtel brand has played the role as a major catalyst in India's reforms, contributing to its economic resurgence. Today we touch people’s lives with our Mobile services, Telemedia services, to connecting India's leading 1000+ corporates. We also connect Indians living in USA, UK and Canada with our callhome service.
Mission: Company will meet the mobile communication
Needs of his customers through error – free service delivery. Innovative products and services and through cost efficiency. United Messaging solutions.
Corporate Responsibilty At Bharti Airtel: To be responsive to needs of customers. To trust and respect employees. To be transparent and sensitive in dealing with all stakeholders.
8 P’s of Airtel are: 1.
Product
A product means what we produce. If we produce goods, it means tangible product and when we produce or generate services, it means intangible service product. produ ct. A product is both what a seller has to sell and a buyer has to buy. The products of Airtel are: Airtel Pre-paid Airtel Post-paid Airtel Data card Blackberry Wireless Handheld Airtel Digital TV Airtel Broadband Services Value Added Services (VAS) The different value added services provided by Airtel areInstant Balance Enquiry 24Hr recharge Facility Caller line identification
Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live Portal SMS based Information Service Hello Tunes & Ring Tones Voice Mail Service Easy Post-paid bill collection Gifting of Ring Tones & Hello Tunes GPRS Business Solutions
2.
Price
The company has introduced various billing plans under the post paid plans. All the plans and schemes introduced by the company are keeping in mind the customers needs and competitiors offerings. Customer based pricing strategies. Flexible pricing mechanism Controlled by Telecom Regulatory Authority of India (TRAI)
3.
Place
It has wide and extensive presence even in the remotest areas. Almost throughout whole India, the SIM cards and recharge cards are available so it has an extensive coverage. Airtel Customer Care Touch Points Distributors like E.g. Paan shops, grocery stores, chemists, outlet etc. Its products are available even in Grocery stores.
4.
Promotion
Airtel does a lot of promotions and and advertisements for its products. The brand ambassadors are Sachin Tendulkar, Shah Rukh Khan, Kareena Kapoor, Saif Ali Khan etc., all of these which are very popular with the people. Large scale print and video advertising. Big celebrities like SRK and Sachin are roped in to endorse the product because it . In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is the most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more.
5.
People
Understanding the customer better allows to design appropriate products. Being a service industry which involves a high level of people interaction, it is very important to use this resource efficiently in order to satisfy customers. Training, development and strong relationships with intermediaries are the key areas to be kept under consideration. Training the employees, use of IT for efficiency, both at the staff and agent level, is one of the important areas to look into. Some of the features are: Total Employees 25616 (Bharti Airtel consolidated) as per Q3 08. Dedicate and passionate workforce. One of the best customer support. Have won 2nd Best employer award in 2004.
6.
Process
The process should be customer friendly. The speed and accuracy of payment is of great importance. The processing
method should be easy and convenient to the customers. IT & Data Warehousing will smoothen the process flow. IT will help in servicing large no. of customers efficiently and bring down overheads. Technology can either complement or supplement the channels of distribution cost effectively. It can also help to improve customer service levels. The use of data warehousing management and mining will help to find out the profitability and potential of various customers product segments Process for services is very easy and customer can avail it very easily. 121 is the customer support no. which can be dialed from anywhere in India. All the information is available at a single number round the clock at 121. Just dial 121.
7.
Physical Evidence:
Physical Evidence is the element of the service mix which allows the consumer again to make judgments on the organization. Physical evidence is an essential ingredient of the service mix, consumers will make perceptions based on their sight of the service provision which will have an impact on the organizations perceptual plan of the service. For example, the Customer Service centres offer a physical place for the face to face interaction of the customer and the employees and it is this Physical Evidence which the customers perceive. The service provider has to effectively manage the constituents of physical evidence.
8.
Pace:
Airtel uses all the latest technology which is available to serve its valuable customers. The website of Airtel has the option to recharge the Prepaid mobiles and to pay the bills of
the postpaid mobiles. It also has an option to create an account for the postpaid customers through which they can have a complete control over their account on the Internet. It offers services on the efficient 2.5G spectrum and is waiting for the auction of the 3G spectrum to start offering high speed data download services. The Airtel network is also managed by Nokia Siemens Network (NSN) which is a market leader in providing network solutions. The IT services are provided by IBM which is again a market leader. In all, Airtel uses the most advanced technology so that its customers take the advantage of most efficient and best services available throughout India.
Thus, above are the 8 P’s of Airtel.
Customer Satisfaction: Airtel strives towards customer satisfaction. It goes an extra step to ensure “Customer Delight”. I am also a customer of Airtel and fully satisfied by its services which are unmatched by any other service provider. Even though, the services of Airtel are priced a little higher than the other competitors, it fully justifies the reason for this high price as it is a premium service. Thus, Airtel believes believes in Customer Customer Satisfaction. Satisfaction.
