1. A
Comparative study
On
AIRTEL & IDEA
In Partial Fulfillment of MBA Program Semester - 4
Noble Engineering College, Junagadh
Submitted By: Guided By:
Nikhil detroja. (127380592015) Prof. Asif Memdani
Gujarat Technological University
(Academic Year: 2012-2014)

2. Airtel
Bharti Airtel Limited is a leading global telecommunications company with operations in 20 countries across
Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the top 4 mobile service
providers globally in terms of subscribers. In India, the company's product offerings include 2G, 3G and 4G
wireless services, mobile commerce, fixed line services, high speed DSL broadband, IPTV, DTH, enterprise
services including national & international long distance services to carriers. In the rest of the geographies, it
offers 2G, 3G,4G wireless services and mobile commerce. Bharti Airtel had nearly 287 million customers across
its operations at the end of Dec 2013
Idea
In 2000, Tata Cellular was a company providing mobile services in Andhra Pradesh. When Birla-AT&T brought
Maharashtra and Gujarat to the table, the merger of these two entities was a reality. Thus Birla-Tata-AT&T,
popularly known as Batata, was born and was later rebranded as IDEA.
Then Idea set sights on RPG’s operations in Madhya Pradesh which was successfully acquired, helping Batata
have a million subscribers, and the licence to be the fourth operator in Delhi was clinched.
In 2004, Idea (the company had by then been rechristened) bought over the Escorts group’s Escotel gaining
Haryana, Uttar Pradesh (West) and Kerala — and licences for three more — UP (East), Rajasthan and Himachal
Pradesh. By the end of that year, four million Indians were on the company’s network. In 2005, AT&T sold its
investment in Idea, and the year after Tatas also bid good bye to pursue an independent telecom business.
And Idea was left only with one promoter, the AV Birla group. Rs 2,700 crore adding Punjab and Karnataka
circles. Modi’s joint venture partner, Telekom Malaysia, invested Rs 7,000 crore for a 14.99% stake in Idea.
Just around then, Idea’s subsidiary, Aditya Birla Telecom sold a 20% stake to US-based Providence Equity
Partners for over Rs 2,0000 crore.
Airtel Idea
LOGO
SYMBOL

3. ADVERTISE
BRAND
AMBASSAD
OR
Vidya Balan Abhishek Bachchan
PARENT
COMPANY
Bharti Airtel Aditya Birla
TAGLINE/
SLOGANS
Express yourself An idea can change your life
USP Top brand in India and Brand connect Big brand with great service
PRODUCT Mobile, Digital TV,
telecommunications,
Wireless broadband
Telecommunications, Wireless
broadband
INTERNET 2G, 3G, 4G 2G, 3G
STP
Segment Elite class of people; Corporate Middle and upper middle class
Target
Group
Elite class above 25 years age;
YUPS(Young Upward Professionals)
Students (majority out station),
workers, labourers
Positionin
g
Inspirational and lifestyle brand;
Premium category
Smartness that comes with using Idea
SWOT
ANALYSIS
Strength 1.Largest cellular service provider in
India, with over 164.61 million
subscribers at the end of April
2013
2.Largest Telecom operator in the
world with 207.8 million
subscribers across 19 countries at
the end of 2010
3.Only Indian operator, with VSNL,
that has an international submarine
cable
4.High brand visibility
5.Strong advertising with celebrity
brand ambassadors
1.Flexible plans
2.Good advertising
3.High brand visibility
4.Celebrity brand ambassadors
Weakness 1.Price competition from BSNL and
MTNL
2.Untapped Rural Market
1.Untapped Rural Market
Opportuni
ty
1.Fast expanding cellular market
2. Untapped rural market
1.Latest and low cost technology
3.Untapped rural market
Threats 1.New entrant's low price offering 1.New entrant's low price offering

4. 2.Saturation point in Basic telephony
service
3.Mobile Number Portability
COMPETITO
RS
1.Reliance
2.Idea
3.Vodafone
4.Tata Docomo
5.Aircel
6.MTNL
7.BSNL
8.Uninor
9.Tata Indicom
10.Virgin
1.Airtel
2.Vodafone
3.Reliance
4.Tata Docomo
5.Aircel
6.MTNL
7.BSNL
8.Uninor
9.Tata Indicom
10.Virgin