1. A Comparative Analysis of
Marketing Mix between
PRESENTED BY,
DEEP JYOTI DAS
CUN110501021
BBA- 3X
2. Introduction
• Bharti Airtel Limited, commonly known as Airtel.
• It is an Indian telecommunications services company headquartered at New Delhi, India.
• It operates in 20 countries across South Asia, Africa and the Channel Islands.
• Airtel has GSM network in all countries, providing 2G, 3G and 4G services depending upon
the country of operation.
• Airtel is the world's third largest mobile telecommunications company with over 261 million
subscribers across 20 countries as of August 2012.
• It is the largest cellular service provider in India, with 185.92 million subscribers as of
September 2012.
• Airtel is the third largest in-country mobile operator by subscriber base, behind China
Mobile and China Unicom.
• Airtel is the largest provider of mobile telephony and second largest provider of fixed
telephony in India, and is also a provider of broadband and subscription television services.
• It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal.
3. • Vodafone Group Plc is a British multinational telecommunications company
headquartered in London and with its registered office in Newbury, Berkshire.
• It is the world's second-largest mobile telecommunications company measured
by both subscribers and 2011 revenues (in each case behind China Mobile).
• Had 439 million subscribers as of December 2011.
• Vodafone owns and operates networks in over 30 countries and has partner
networks in over 40 additional countries.
• Its Vodafone Global Enterprise division provides telecommunications and IT
services to corporate clients in over 65 countries.
• Vodafone also owns 45% of Verizon Wireless, the largest mobile
telecommunications company in the United States measured by subscribers.
• The name Vodafone comes from voice data fone, chosen by the company to
"reflect the provision of voice and data services over mobile phones".
Introduction
5. History
• Sunil Bharti Mittal founded the
Bharti Group. In 1983.
• In 1986, Mittal incorporated Bharti
Telecom Limited (BTL).
• And his company became the first in
India to offer push-button
telephones, establishing the basis of
Bharti Enterprises.
• Today, Airtel is the largest cellular
service provider in India and the
third largest in the world.
• The evolution of 'Vodafone' brand
started in 1982 with the
establishment of 'Racal Strategic
Radio Ltd' subsidiary of Racal
Electronics plc - UK's largest maker
of military radio technology.
• The same year, Racal Strategic Radio
Ltd formed a joint venture
with Millicom called 'Racal
Vodafone', which would later evolve
into the present day Vodafone.
8. Vision & Promise
• By 2015 airtel will be the most
loved brand, enriching the
lives of millions.
• " Enriching lives means
putting the customer at the
heart of everything we do. We
will meet their needs based on
our deep understanding of
their ambitions, wherever they
are. By having this focus we
will enrich our own lives and
those of our other key
stakeholders. Only then will
we be thought of as exciting,
innovation, on their side and a
truly world class company."
• Mobile technology can change
the way people live. We will
innovate to improve access to
finance, education and
healthcare; improve efficiency
in agriculture and working as
well as delivering low carbon
solutions.
• By acting with honesty and
integrity, we know we will
achieve more for our
business, for our customers
and gain the necessary trust
needed to transform society.
• Our new vision captures the
far-reaching ambition we need
to support sustainable living
on a grand scale.
9. Mission
• To meet the global
standards for telecom
services that delight
customers through:-
– Customer service focus
– Empowered employees
– Innovative services
– Cost efficiency
• “The Vodafone mission is
to be the communications
leader in an increasingly
connected world”.
• By enriching
– Customers lives
– Helping individuals
– Businesses &
communities
– And delivering total
communication needs
10. Objective / Goals
• To undertake transformational
projects that have a positive
impact on the society and
contribute to the nation building
process.
• To Diversify into new businesses
in agriculture , financial services
and retail business with world-
class partners
• To lay the foundation for
building a “conglomerate” of
future
• To focus the customer and
lead the product.
• Staying as a leading
brand.
16. Product
• Prepaid, Post-paid, Value-added services, Solutions for business enterprises,
• International facilities through calling cards and prepaid world SIMs etc.
Place
• Flow of information in channel members
• Availability of promotional items to the channel
Price
• Flexible pricing mechanism
• Customer based pricing
Promotion
• Large scale print & video.
• SRK & Sachin are roped in to endorse the product.
• In 2002- Airtel got is Signature tune from A.R. Rehman.
• Provides innovations such as Bollywood movie premiers & music service.
18. Product
• This means giving customers the features and benefits they want. Vodafone
gives buyers features such as games, pictures, ring tones, information
services, bills and even video.
Place
• Vodafone operates over 300 stores and also sells through other outlets. It has
expert staff in the stores to help buyers.
Price
• Vodafone offers a number of price plans to suit all of its target groups. It also
gives NECTAR reward points for every £1 spent.
Promotion
• Above the line – this is advertising in a number of different ways such as TV
and posters.
• Below the line – this includes less obvious advertising such as in-store
displays and the way stores are branded.
• Vodafone work with icon like Devid Beckham to communicate its brand value.
19. Target Market
• The targeted market of Vodafone
includes the youths (15-34 adults)
• One target audience for Bharti’s
services is India’s 560 million youth
22. • Vodafone also has an effective marketing
strategy called “Rebranding”. In their
acquisition of one telecom company in
India, Hutchison Essar.
• Changing the name from Hutchison Essar to
Vodafone Essar is the key to their success.
• One of their most successful ads includes their
talented and wacky characters “Zoozoo”
• 24 hour customer support and online services
make their offers a complete package.
23.
24. Strengths
•A group of strong Network transportation
•Strong presence in rising marker like India
•Strong ability to manage change & acquisition
Weakness
•Untapped Rural market. Although Airtel have strong Presence throughout the
country but still they are far away from the Indian rural part
Opportunities
•Good Tax free offers and plans
•Needs to investigate & improvement of the new mobile technologies
Threats
•Increasing Competition
•Difficult to raise funds because of recession
25. Strengths
• Have more than 238,000 base station sites transmitting wireless signals
• Making one of the largest mobile operators in the world.
Weakness
• Vodafone slow in responding to the trend towards bundling
• The American business is not as strong as the European/having a break
of the world operations of 80% of their business is producing in Europe
Opportunities
• Vodafone launched its own software application store-The Joint
Innovation Lab in May 2009
• Most of the venture in Hutchison Essar in India
Threats
• Very high competitive & strong market to face
• Still at the back of most of the competitors in the US
