Competitive Analysis, S.T.P & PEST analysis of Bharti Airtel

1. COMPETITIVE ANALYSIS
OF
BHARTI AIRTEL LIMITED
Prepared by-
Amitha Rajesh. R
S2 MBA (DAKSHA)
MACFAST
THIRUVALLA, KERALA, INDIA

2. QUESTION
■ You are a consultant and have been hired by Airtel to
conduct a competitive analysis? Prepare a report.

3. Introduction
■ Bharti Airtel Limited is an Indian global telecommunications services company based in
New Delhi, India. Founded in 7th July 1995 by Sunil Bharti Mittal.
■ It operates in 16 countries across South Asia and Africa. Airtel provides GSM, 3G, 4G LTE
and VoLTE mobile services, fixed line broadband and voice services depending upon the
country of operation.
■ Airtel had also rolled out its VoLTE technology across seven telecom circles namely
Mumbai, Maharashtra and Goa, Madhya Pradesh, Chhattisgarh, Gujarat, Andhra Pradesh
& Telangana, Karnataka, Chennai and Kolkata.
■ Airtel's marketing has been one of the success stories in Indian marketing spectrum. It
has successfully created the image in the minds of the customers which it intended to.
Being an aspiration brand in early 2000s to a vibrant youthful telecom service in second
decade of 21st century.

4. S.T.P
Segmentation
Airtel has been famed to have done extremely successful customer segmentation.
Moreover it has evolved the brand over the years into what was the need of the day. At the very
basic it divided the customer segment into telecom circles. It then divided the states into category
A,B and C. It identified demographics on the basis of Age.
During the years 1993-1998
It clearly identified segment above the age of 25 and belonging to the middle class or
above in the Indian affluence pyramid.
During the years 1999-2003
It increased its segments to tap growing India middle class by taking in the Segments
B2,B3,C1,C2
During the years 2003-2008 and further
It started targeting you people as the total market share of 15-25 age group was 3-4%. It
was a huge area to be tapped. So it changed its logo, tagline and TVC to cater to this group.

5. Targeting
During the years 1993-1998
It targeted only elite class above 25 years. Targeted class were
generally Corporate people and business men.
During the years 1999-2003
Targeted youth with plans like 'YOUTOPIA'. It increased its segments to
tap growing India middle class by taking in the Segments B2,B3,C1,C2
During the years 2003-2008 and further
Tried to target women and senior citizens by introducing post paid
plans. Tried to cater to 15-25 age group by campaigns like Friendz and 'har ek
friend zaroori hota hai'.

6. Positioning
During the years 1993-1998
Positioned itself in the premium category aimed at elite class of
society. It created Airtel as an aspiration and lifestyle brand. The tagline
was "power to keep in touch'. Sponsored events like Golf which
particularly enticed the privileged class.
During the years 1999-2001
Changed the tagline to 'touch tomorrow' to spread to other
segments of the population. New logo was designed to resonate the
core values of the brand, leadership, performance and dynamism.

7. Top Competitors for Bharti Airtel Ltd
■ Reliance
■ Vodafone
■ Idea
■ Aircel
■ BSNL

8. Analysis
1. Market Challengers
■ Reliance
■ Vodafone
2. Market Followers
■ Idea
■ BSNL
3. Market Nichers
■ Airtel
■ Docomo

9. SWOT Analysis
STRENGTHS
■ High brand visibility
■ It is the largest cellular provider in India
■ Strong Pan India Presence
■ Strong ads with celebrity brand ambassadors has boosted the brand
WEAKNESS
■ Price competition with other telecom players
■ User privacy is an allegation which the brand has to face
■ Outsourcing of Core Systems

10. OPPORTUNITIES
■ Untapped Rural Market
■ Tie up with google
■ Strategic partnership with Blackberry
THREATS
■ New entrance’s low price offering can reduce share
■ Presence of close & strong competitors
■ CDMA companies providing better services
■ Uncertain Economic condition

11. PEST Analysis
POLITICAL
■ Banning of phone use in certain circumstances
■ Earlier Tariff rates were high due to high taxes.
■ Regulation – Dominating Brand
ECONOMIC

12. SOCIAL
■ Health Issues
■ Demographics
■ Social Trends
■ Strong Connect
TECHNOLOGICAL
■ Fastest to launch new services
■ E-commerce portal
■ Efficient customer care service
■ Fastest to launch new services

13. Conclusion
 Most successful brand in India with largest market share.
 Pre paid services are more expensive than post paid
services.
 Success is based on three pillars- Connectivity,
Affordability, & Innovation.
 Airtel has a large product mix & keeps evolving with time
as it technology driven product.

14. THANK YOU