This document provides a marketing plan report for Bharti Airtel. It begins with an executive summary of Airtel as a leading telecommunications company operating in 18 countries. The report then discusses Airtel's target market, product offerings, competitive landscape, distribution channels, and a SWOT analysis. It outlines Airtel's objectives to enhance the customer experience. The marketing strategy section covers Airtel's positioning in the market, pricing strategies, distribution approach, and marketing communications. It also discusses Airtel's market research, marketing organization, action plans, budget, and control measures.

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PROJECT REPORT ON
“Marketing Plan of Bharti Airtel”
Submitted to-Mrs.Poonam Sharma
Industry Mentor-Mr Vinay Ahuja(TSM)
Submitted by
Vishal Jamwal PGSF 1658
Ashish Kumar PGSF 1614
Medha Gupta PGSF 1626
Shikha Chaudhary PGSF 1647
Rishabh Tyagi PGSF 1638

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ACKNOWLEDGEMENT
We wish to express sincere gratitude to MR.Vinay Ahuja,Territory Sales
Manager for providing us an opportunity to complete our marketing plan project
in “BHARTI AIRTEL”.
I Sincerely thank Mrs.Poonam Sharma for their guidance and encouragement in
carrying out this project work .I also wish to express my gratitude to the
officials and other staff members of Bharti Airtel who rendered their help
during the period of our project work.
I also thank Director of Jaipuria Institute Of Management , for providing me the
opportunity to embark on this project.

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TABLE OF CONTENTS
1 Executive Summary 3
2 Current Market Situation 4
A Market description
B Product Review
C Competitive Review
D Channel and logistic Review
E SWOT Analysis
3 Objective and Issues 10
4 Marketing Strategy 11
A Positioning
B Pricing Strategy
C Distribution Strategy
D Marketing communication Strategy
E Market Research
F Marketing Organization
5 Action Plan 13
6 Budget 14
7 Control 15
8 Exhibit 17

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1. Executive Summary
Bharti Airtel Limited is a leading global telecommunications
company with operations in 18 countries across Asia and Africa.
Headquartered in New Delhi, India, the company ranks amongst the
top 3 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, 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 over 363 million customers across its
operations at the end of September 2016.
In this report we have discussed about the target market . As you will
see that Bharti Airtel is unlike any group before them , Due to instant
access from the internet to the mobility . Airtel is also self expressive
and confident about the service and quality it gives to the end
customers .These all are important psychographic in terms while
targeting the market. It will be important to appeal their want to
express themselves and to take customer feedback into consideration.
Airtel uses hybrid of ATL and BTL activities in order to promote
their brand .This report would show the main vision ,goals and

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objectives that brings them on top among all the rivals in the same
segment.
2. Current Market Situation
A. Market Description
SEGMENTATION OF AIRTEL:
On the basis of Geographic variables:-
Region wise:

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East Region (West Bengal, Assam, Arunachal Pradesh etc.)
West Region (Gujarat, Rajasthan, Maharashtra etc.)
South Region (Andhra Pradesh, Karnataka, Kerala etc.)
North Region (Punjab, Haryana, Himachal Pradesh etc.)
Central Region (Madhya Pradesh, Chhattisgarh, Jharkhand etc.)
Targeting of Airtel:
Age:
1) From age group 18 < 35
As most of the people start using a mobile from the age of 18 so we
may make a segment of a age group 18 to 35 as most of them will be
students and remaining will be young professionals working in the
industry. So they need SMS plans for chatting and they also need
cheap calling rates. We may provide the FRINDZ card to them.
2) 35 and above
As most of these group will be working and don’t use mobile
for SMS and chatting. So this group needs only the calling facility at
a reasonable rate. This Group may continue using the general plan.
Income
PREPAID & POSTPAID:
Generally the mobile service providers plan their marketing strategies
according to the prepaid market and postpaid market. So it basically
depends upon the income of the consumer that whether he selects the
prepaid or postpaid. Generally the consumers with low income choose
prepaid and consumers with high income choose postpaid.

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Airtel has targeted the premium and upper middle class. The motto
behind this is only those segments should be targeted who value time
and have the paying capacity. During the introduction stage there was
a huge pressure to get consumers across to hook up with their brand,
because getting them to Airtel by their earlier brand and switching
their brand loyalty was too tough. Airtel marketers have been
concentrating totally on the business executive class but now that the
basic viable volumes has been built up and prices have declined to a
certain extent they are planning to venture further field.
B. Product Review:
• Airtel Broadband :
Experience the speed of hi-speed internet connectivity at your
fingertips
• Airtel Money:
Airtel money is an account on your mobile phone.you can now
deposit money (called loading cash) on to your airtel money account
and use this balance to pay for various products & services through a
simple menu on your phone .
• Airtel Digital TV HD Recorder :
A new service from airtel which lets you watch and record HD
channels .Airtel

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digital TV[HD] recorder has 5 times more picture clarity with the
highest possible picture resolution of 1920*1080 and wide aspect
ratio of 16:9.
• Airtel Digital TV HD :
Mind blowing picture clarity with the highest possible resolution of
1080*1920 (2.07 million + pixels with 5 times sharper picture than
standard definition )
• Hellotunes:
Now when your reins call you, they will no longer have to hear that
old boring “tring tring “.Instead ,they can groove to the hottest new
tracks on the music scene, every time they call you.
• Airtel 4G :
With 4G from airtel business, the internet will never be the same
again .No more buffering and unnerving wait.Now you can watch
seamless streaming video, video chat with your friends and family in
high definition and do much more while on the move .
• Airtel Online Shop:
Mobiles , Broadband ,digital ,HD recorder and much more ,now at a
single click .Airtel offers online shopping of services and various
products and services.
• Airtel 3G:

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Enjoy better quality and speed of connectivity , browse , upload ,
download , chat , and do much more on your mobile ,as well as your
laptop.the unmatched 3G network lets your work force respond
quickly and creates more smiles per cubicle.
C. COMPETITIVE REVIEW
India is currently the second largest telecommunication market and
has third highest internet users in the world. There is a cut throat
competition in Indian telecom market and the major competitors are
as follows-
 Bharti Airtel- 22.4% market share
 Vodafone- 19.16% market share
 Idea cellular- 17.01% market share
 Reliance communication- 9.93% market share
 Aircel- 9.93% market share
 BSNL- 8.26% market share
 Tata Docomo- 5.87% market share
 Telenor- 5% market share
The total size of telecom market of India is 1.058 million
customers.
MARKET CHALLENGERS
 Reliance Jio
 Vodafone
MARKET FOLLOWER-
 Idea cellular

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MARKET NICHER-
 Aircel
 Tata docomo
D. CHANNELS AND LOGISTIC REVIEW-
 Bharti Airtel uses second degree and third degree distribution
network. These two systems are in place for altogether different
markets.
 The territory and the degree of distribution network are done
only on the basis of whether the market is urban and rural.
 There are differences between the offers that are offered to
retailers in different areas.They vary based on the territory.
3. SWOT ANALYSIS
Strengths-
 The major strength of Bharti Airtel is its 4G network which is
currently fastest among all other telecom operators.
 Highest spectrum in all 23 circles, which is equivalent to the
total spectrum of Vodafone and Idea combined together.
 Largest customer base and highest market share i.e 24.23% of
total telecom market size.
 Airtel has the best distribution network compare to other
telecom operators both qualitative and quantitative.
Weaknesses-
 Customer’s perception about the company that it is a costly
telecom operator.
 More dependency on channel partner for establishing
infrastructure.

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Opportunities-
 With fierce competition in the telecom industry & shrinking
margins, venturing out in new markets/developing economies
will prove fruitful for the company.
 Although it is currently providing 3G & 4G services, but these
services are limited to specific geographical locations.
Expansion of these services to most of the regions and moreover
to the rural market which is still untapped in terms of high speed
internet.
Threats-
 The major threat to Airtel in today’s context is the pricing war
with Reliance Jio.
 MNP gives the customer independence to change the service
provider while retaining the number and as Airtel charges are
premium over other service providers, it can see slump in
subscriber base due to MNP.
4. Objectives & Issues:
At Airtel, they always put customers at the heart of what they do.
Airtel strive to enhance their customers experience with them and
build a lasting relationship with them by delivering better results
every time. And this reflects in their mission too.
1. Mission: Hunger to win customers for life.

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2. Vision: There vision is to enrich the lives of our customers.
Airtel obsession is to win customers for life through an
exceptional experience.
3. Values: We aim to work towards our vision, driven by our
values of AIR - Alive, Inclusive & Respectful.
Issues
Improper after sale service. It has a wrong perception about the offers
in the minds of their customers. Hence they feel the rates are too high.
5. Marketing Strategy:
A. Positioning:
Positioning is nothing but creating an impression in the
customers mind. Airtel is now considered to be youth centric
brand. So they come up with “har ek frnd zaruri hota h”, “jo
tera h vo mera h”, etc jingles. Airtel emotionally connect with
the customers through A.R Rehman tunes. Now days; Airtel
means Airtel 4g, for logos. As Shasha is new face for airtel
4G. Airtel consider to be the best service provider because
they created a mind set for Airtel network. That their network
will be constant and same in Himalyas to Kanyakumari
unlike other networks. Even word of mouth considers being
best factor in positing Airtel as their customer base is more.
Lastly Airtel believes in after sales service, which impact into
good brand image.

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B. Pricing Strategies:
Bharti Airtel is planning to reduce billing charges starting
tonight of its postpaid customers after they exhaust
their 3G and 2G data limits, a move that will increase
stickiness with existing subscribers and push more prepaid
subscribers to postpaid, which brings higher margins and
revenue for the company. Under the new plan, if a 3G data
customer with Rs 250 rental exhausts 1 GB data limit, then
another 1GB of 3G data capacity will be added to his quota
for Rs 250. This way, customers can add up to three times of
their data capacity in the plan, people familiar with the
development.
C. Distribution Strategy:
It has wide spread simple and effective channel structure.
Company uses 2-Tier & 3-tier distribution network system.
Under 2-tier distribution network, company appoints UD
(urban distributors) & RS (Rural Suplliers). UD distribute the
items to retailers according to the SIM who work under UD’s.
Under 3-tier distribution RS (rural supers) distributes the items
to RD (Rural Distributors) & transfer easy balance into RD’s
SIM, who then distribute it to Retailers. Apart from all these
company also uses Airtel Relationship centres under
franchised model & company officials for corporate sales.
D. Marketing Communication Strategy:
Advertising: Advertising in the prime times, such as in new
hours, popular tele dramas through TV. Radio advertisements

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between musical programs can be effective. Newspapers,
magazines, billboards, brochures.
Public Relations: Programs designed to promote and protect a
company’s image. Airtel Delhi half marathon 2011
Sales Promotion: Over 800 Airtel stores across India. New
mobile phones that is bought from mobile store, an Airtel GSM
is gifted for free.
Sponsorship: Satyamev Jayate -bus film, Satyamev Jaayte-airtel
money.
E. Market Research:
Airtel has gained most market share so far in FY16. India's No.
1 mobile carrier, increased its revenue market share (RMS) by
the most in five years. Most of the gains were from data
offerings which consolidated its lead over rivals Vodafone and
Idea cellular. In 17 circles of the total 22 circles (rank 1 or 2) in
India with average RMS of 36.4% in these circles. Largest
spectrum network in India is owned by the Airtel.
F. Marketing Organization:
In Top Level there are one chairman & managing Director.
Under him there are total 5 CEO’s, CFO’s, Director’s, etc;
under various departments. In CEO (India and South Asia)
there are total 4 presidents and business directors under

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various departments. Which consist of mobile services, Tele
media services, enterprise services and dth services. JMD &
CEO of international business group have 6 executive
directors, directors, CFO, under various departments i.e;
Human Resources, supply chain, network servies group, legal
and regulatory and lastly IT.
6. ACTION PROGRAMMES
 Airtel cuts its 4G prices up to 80% to check the effects of
Reliance Jio and announced new postpaid plans including:
 Offers unlimited mobile calls along with 3G/4G data unlimited
voice calling along with 100 SMS per day.
 Airtel plans to tackle the voice call drops by implementing
(SON) self network technology.
7. Budget of Airtel to Implement its Plan:
The estimated budget of Bharti Airtel is 6.5 Lakh million per year
(approx)
Airtel allocate its budget by considering following factors:
 Access charges.
 License fee and spectrum charges.
 Power and fuel, Advertisements (IMC).
 Employee benefit and salaries.
8. Control Measure to Implement Plan:
Control measures help management assess results after the plan is
implemented. These control measures are taken by the top

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management to monitor the quality and customer service satisfaction
these enables the company to react very quickly in correcting any
problems that may occur
These are the control measures which company takes:
EFFICIENCY CONTROL:
Check Productivity per person. Airtel does not do aggressive
marketing to promote its product and services
ANNUAL PLAN CONTROL:
Sales analysis:
There is increase of 4.9% in sales from 2015-2016
Market share Analysis:
The market share of airtel has increased by 1.3% from2015 to 2016
(2015-31.4% and 32.7%)
Financial Analysis:
As we all know that Airtel is visible stable and profitable company
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