Marketing Strategy: Bharti Airtel Limited

Bharti Airtel Limited (also known as ‘Airtel’) is an Indian worldwide broadcast communications administrations organization headquartered in New Delhi, India. It operates in 20 nations crosswise over South Asia and Africa. Airtel provides GSM, 3G, 4G LTE and VoLTE versatile administrations, settled line broadband and voice administrations. It is the second biggest system administrator in India and the second biggest globally with more than 429 million subscribers.

• Mission- “Hunger to win customers for life. ”
• Vision- “Our vision is to enrich the lives of our customers. Our obsession is to win customers for life through an exceptional experience. ”Airtel in India –
• Segmentation: Airtel is known for good customer segmentation. In addition, it has developed the brand throughout the years into what was the need of the day. At the plain fundamental it separated the client portion into telecom circles. Based on Geographic factors: - Region-wise:
• East Region (West Bengal, Assam, Arunachal Pradesh and so on. )
• West Region (Gujarat, Rajasthan, Maharashtra and so on. )
• South Region (Andhra Pradesh, Karnataka, Kerala and so on. )
• North Region (Punjab, Haryana, Himachal Pradesh and so on. )
• Focal Region (Madhya Pradesh, Chhattisgarh, Jharkhand and so on. ) Population density:
• Urban (Cities such as Mumbai, Delhi, Pune, Jaipur and so on. )
• Semi-urban (Nasik, Aurangabad, Ahmadnagar and so on. )
• Rural (Baramati, Khed, Saswad and so on. )It recognized socioeconomics based on age.
• 1993-1998 - It plainly recognized fragment over the age of 25 and having a place with the working class or above in the Indian wealth pyramid.
• 1999-2003 - It expanded its sections to tap developing India white collar class.
• 2003-2008 and further - It began focusing on you individuals as the aggregate piece of the pie of 15-25 age gather was 3-4%. It was a tremendous region to be tapped. So, it changed its logo, slogan and TVC to consider this gathering.
• Targeting: It was a difficult task to get customers accept the premium image of the brand. Airtel advertisers have been concentrating totally on the business official class however now that the essential practical volumes have been built up and costs have declined to a specific degree they are intending to wander further.
• Positioning: In its initial years Airtel targeted the high-class and higher-middle class. The brand adopted a new positioning strategy. Lately, the market has dynamically changed from
• Marketing Mix: Products – The organization gives a wide cluster of items and administrations. With a specific end goal to hold the most extreme number of users, Airtel has attempted to give however many items and administrations as could be expected under the circumstances so as to keep the users.

The following is a list of few products offered by Airtel:

• Airtel Pre-paid services
• Airtel Post-paid services
• Value added services like instant balance inquiry, caller line identification, 24-hour recharge facility, multimedia messaging service, call wait & call Hold, Caller divert, Airtel Live portal
• SMS based information services
• Voice mail services
• Ringtones and hello tunes offer
• Easy post-pay bill payment solutions
• Enterprise Solutions

Place - Airtel's reach in India is great in light of the fact that the administrations and systems can be found even in India's remotest districts. Presently, net endorser base has passed the 200 million check while the aggregate remote supporter base for CDMA, GSM and WLL is around 162 million. The client base of Airtel is solid in India. Promotion - Airtel takes part in forceful promoting technique going from print media to informal organization advertising. The organization likewise takes part in extensive TV commercials. The organization works with famous people who underwrite the administrations. The organization have joined hands with A. R. Rahman, Amitabh Bachchan and Sachin Tendulkar in the past. Price - Airtel takes after a focused estimating technique in light of the enormous rivalry in telecom portion in India from contenders like Reliance Jio, Vodafone and so on. Airtel gives adaptability to its client to their service plan as per their inclination and pay accordingly (eg. MyPlan administration to client to pick their arrangement and pay cost in like manner).

The point of Airtel's estimating system is client maintenance by giving them combo offers. Airtel faces extreme rivalry as far as value war with other telecom organizations like Reliance Jio and the client devotion for any telecom organization is about zero. To stay in competition Airtel offers its essential item like call, information, SMS and other esteem included administrations at affordable rates. Airtel outside India – Airtel is operating positively worldwide in its full swing. It has operations in countries like Bangladesh, Sri Lanka, Chad, Congo and others. In majority of the markets it has been functioning as a major player. In Africa, the company changed its top management in Kenya over uncertainties in future. Its strategy in Africa to offer low tariffs has not yielded the expected market share. The 3G strategy has led them acquire some share of the market. This has created a chance of Airtel exiting the market. In Sri Lanka, the company has eyed the tech-savvy youth customers. They received a positive response for their digital initiatives. Their adoption rates are at par with Asian markets. They have merged with Google to start Direct Carrier Billing service for the first time for the customers.

Conclusion – The company has always adapted their strategy according to the changing customer needs. This has greatly helped them to maintain the market share over the years. They have always introduced new products in the markets to try and experimented time and again. With all the advancements and increased customer support the company has successfully managed to create a loyal customer base.