INTRODUCTION

Bharti Airtel Limited was incorporated on July 7, 1995 for promoting investments in
telecommunications services.
Its subsidiaries operate telecom services across India. Bharti Airtel is India's leading private
sector provider of telecommunications services based on a strong customer base consisting of
50 million total customers, which constitute, 44.6 million mobile and 5.4 million fixed line
customers, as of March 31, 2007.
Airtel comes to us from Bharti Airtel Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which
include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also
manufactures and exports telephone terminals and cordless phones. Apart from being the
largest manufacturer of telephone instruments in India, it is also the first company to export
its products to the USA. Bharti has also put its footsteps into Insurance and Retail segment in
collaboration with Multi- National giants. Bharti is the leading cellular service provider, with
a footprint in 23 states covering all four metros and more than 50 million satisfied customers.
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.
The company provides broadband internet access (DSL) in over 96 cities in India. The
company has a submarine cable landing station at Chennai, which connects the submarine
cable connecting Chennai and Singapore.
Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold
Certification.
The businesses at Bharti Airtel have been structured into Four individual strategic business
units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services.

Mobile Services – Mobile business provides mobile and fixed wireless services using GSM
technology across 23 telecom circles.
Telemedia Services - Airtel Telemedia Services business offers broadband and tele-phone
services in 94 cities.
Enterprise Services - Enterprise services provide end-to-end telecom solutions to corporate
customers and national and international long-distance services to carriers
“We at Airtel always think in fresh and innovative ways about the needs of our customers and
how we want them to feel. We deliver what we promise and go out of our way to delight the
customer with a little bit more”

VISION

By 2015 Airtel will be the most admired brand in India:

 Loved by more customers

 Targeted by top talent
 Benchmarked by more businesses

MISSION

To be globally admired for telecom services that delight

customers. We will meet global standards for telecom
services that delight customers through:

 Customer Service Focus

 Empowered Employees
 Cost Efficiency
 Unified Messaging Solutions

The Airtel Brand and its Logo

There has been no change in the brand name Airtel was born free, a force to unleash into the
market with a relentless and unwavering determination to succeed. A spirit charged with energy
creativity and team driven to seize the day with an ambition to become the most globally admired
telecom service.

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead
of the rest. It is a specially drawn wordmark.

 The unique symbol is an interpretation of the 'a' in Airtel. The curved shape & the gentle
highlights on the red color make it warm & inviting, almost as if it were a living object. 
 The logo represents a dynamic force of unparalleled energy that brings us and our
customers closer," it added.
 The "unboxed" having been freed of its rigid boundaries. Airtel calls the new
logo youthful, international, inclusive and dynamic – representing the journey of the first
Indian brand to go truly global. The new identity underlines Airtel’s willingness to
embrace everything that is new. The red color, which is an integral part of the brand,
continues to represent the energy and dynamism that has made Airtel the success it is
today. The new curved addition to the logo is a symbol which will help ensure instant
recognition across diverse international markets.
 The color "Red is part of our heritage. It is the color of energy & passion that expresses
the dynamism that has made Airtel the success it is today, in India, and now on the global
stage.
 BRAND AMBASSADORS USED BY AIRTEL

In order to take the advantage of the growing number of youth in our country, Airtel introduced
Sachin Tendulkar, Shahrukh khan, Saif ali khan, kareena Kapoor, Gautam Gambhir and many
others as brand ambassadors to tap the potential.

 Airtel has taken the lead on many occasions.

 Launched Cellular service in Delhi on November, 1995.
 Operator to revolutionize the concept of retailing with the inauguration of Airtel Connect
(exclusive showrooms) in 1995.
 To expand its network with the installation for second mobile switching center in April,
1997 and the first in Delhi to introduce the Intelligent Network Platform First to provide
Roaming to its subscribers by forming an association called World 1 Network.
 First to provide roaming facility in USA. Airtel has the largest automatic roaming service
"SMART ROAM"- National in 400 cities in India and "SMART ROAM" - International
in over 60 countries and 95 networks all over the world.
 It is also the first company to export its products to the USA.
 SERVICES
Airtel Prepaid
Airtel Prepaid, the Ready Cellular Card from Airtel comes to you from Bharti Enterprises,
India's leading integrated telecom service provider. Going mobile with Airtel Prepaid is a
new way of life. With a host of great features, also simple to use, Airtel Prepaid makes
everything that you dreamt and believed, possible.
 Total Cost Control
You can control your Airtel Prepaid like never before. No more rentals or deposits – simply
recharge as much as you need to from as low as Rs. 10, to as high as Rs. 10,000/-.
Pre activated STD/ISD without deposits or rentals
You can now enjoy a pre-activated STD/ISD on your Airtel Prepaid. No more paying
deposits or having a minimum balance in your account to make an STD/ISD call. Hassle-free
calls are here to stay!
 Other Services
Airtel brings you, a wide range of Services that will change the way you communicate. Try
them and discover a whole new world of fun and excitement.
 Call management Services
 Call waiting, call hold, call divert and Caller Line Identification Presentation – all
with your Airtel prepaid connection.
 Voice Mail
 When your handset is switched off, or you‟re too busy to answer the phone, Airtel
Voicemail will answer your calls and record a message. The best part is that there's no
extra monthly cost for setting up Voicemail - you just pay for the phone call when you
use the service.
 SMS (Short Messaging Service)
 Send messages quickly and easily using text, if it's too noisy to talk or you don't have
much time. It's the way to share those interesting one-liners, important reminders and
rib-tickling jokes, with anyone, anytime, anywhere in the world.
 Subscription Alerts
 Get regular alerts on news, jokes, business, health and films on your Airtel mobile
phone with Subscription Services. SMS to 3333 for News, for Jokes, for Business
News, for Sports Alerts & for Vaastu tips.
 MMS (Multi-media Messaging Service):
 Jazz up your messages with pictures, images and video clippings, with MMS from
Airtel! To activate MMS on your phone, SMS 'MMS' to 56465 and save service
settings.
 Airtel Live!
Make your mobile the most happening entertainment destination with Airtel Live! Airtel
brings you the latest in entertainment and information services, right on your phone!
 Airtel Live! WAP Services: Download the latest ring tones, games, wallpapers,
videos and much more. You can also get news clips, watch live TV and download full
songs on you phone. To get Airtel Live! settings on your phone, SMS 'Live' to 56465
and save the settings that you receive as your preferred connection. Airtel Live! Portal
can be accessed from you GPRS enabled phone, by sending a SMS 'FUN' to 56465.
 Airtel Live! Voice Services: Just Dial 56465, and name the service. For e.g. say ring
tones to download your favorite ring tones. You can also choose a variety of content
options like Live Cricket Commentary, latest National / International News, Movie
Reviews or Stock Market Updates.
 Airtel Live! SIM Services: Access loads of fun content and exciting services like
cricket, stocks, on your phone at the touch of a few buttons with Airtel Live! SIM
based Services on your SIM card menu. To download new services on your Airtel
SIM, choose the "What's new" option under the "Airtel services" menu.
 Airtel Live! SMS Services: You can enjoy a host of services by sending a keyword
as an SMS to 56465! Choose Astrology / Horoscope, Cricket, Bollywood /
Hollywood / Indi Pop Ring tones. In case you need assistance SMS, Help to 56465.
 Hello Tunes
Tired of that boring old „tring tring‟ on your phone? Well now when a friend calls, you can
make them groove to the hottest new tracks burning up the music charts with Hello Tunes
from Airtel! You get a wide choice of songs in the Popular & New Arrivals categories that
are updated regularly. What's more you can directly call the number for your kind of music,
e.g. call 678005 for English New and 678001 for Hindi New. This would directly take you to
your favorite artist's Hello Tunes listing.
 Copy a Hello Tune - Get the tune you want, all you have to do is call 55055 and
follow the simple voice instructions to copy your favorite Hello Tunes. Once inside
the copy feature, just key in the 10-digit Airtel mobile number you want to copy the
Hello Tune from and you get the same Hello Tune assigned to your number.

 Gift a Hello Tune -Forget gifting chocolates, flowers and greeting cards. Say it with
a song instead! Gift a Hello Tune to that special someone. Just call 55055 and choose
the song that you want to gift. Follow the simple voice instructions and key in the 10-
digit Airtel mobile number that you want to gift the Hello Tune to. You will get an
SMS notification upon successful receipt of that gift.

 Easy Payment Options. Anytime Anywhere

You can choose from a host of convenient payment options only with Airtel. Walk into any
Airtel relationship centre and make your payments by cash or credit card. Drop a cheque at
any of the drop boxes for making payments or simply log on to My Airtel section and pay
instantly through your credit card. You can also opt for easy payment options like:
  Standing Instructions -You can give us standing instructions to debit your credit
card account for your monthly Airtel bills. All you have to do is fill the Standing
Instruction Form and mail, fax it to us or drop it any of our relationship centres.
 Electronic Clearing System -Fill an ECS form and mail, fax it to us or drop it any of
our relationship centres to directly debit your bank account for your monthly Airtel
bill.
 Pay while roaming- Airtel has introduced 'Anywhere payment' that offers you the
convenience of making payments while you roam. Walk in to any Airtel Relationship
Centre in the country, make payments by cash or credit card and enjoy uninterrupted
Airtel Services.
 Credit limit -Your pre-set credit limit mentioned on your monthly bill helps you keep
your mobile charges in control, keeps track of your usage and ensures that your
mobile phone is not misused. Should you exceed your credit limit, you will be
informed via a voice or a non-voice message to make an interim payment and reduce
your account balance below your credit limit. You may also choose to pay us an
additional refundable deposit to enhance your credit limit or opt for our convenient
payment method of Credit Card Standing instruction. You can also make use of ECS
facility.

 Strong Network Coverage

Enjoy complete clarity when calling with Airtel. It offers you world class technology and
unbreakable network coverage that spans over 23 circles across the country.
 Long Distance Calling Facility Call long distance calls in India and Overseas with
STD / ISD facility on your Airtel phone.
 Widest Roaming - National and International Airtel's roaming service allows you
to stay connected and use your mobile phone to make or receive calls from almost
anywhere in India and also over 160 countries, abroad.
 GPRS - Roaming Use Airtel Postpaid's GPRS services, while roaming, to access the
internet and office mails (eg. BlackBerry services), from almost anywhere in India
and abroad.

 Call management Services

Call waiting, call hold, call divert and Caller Line Identification Presentation, help you do
more with your Airtel Post-paid connection!
 Conference call -You can hold a teleconference with 5 people simultaneously with
Call Conferencing service from Airtel. In fact, you can set up a conference even when
the other five are using a landline phone. To know more, call customer service at 121.
 Missed call alert -A missed call alert is a SMS that you will receive for all the calls
that you missed. The SMS will detail the CLI and the time when the call was made.
To activate, dial *135*2# then press the call button and wait for the request to be
completed.
 Voice Mail -When your handset is switched off, or you‟re too busy to answer the
phone, Airtel Voicemail will answer your calls and record a message. The best part is
 that there's no extra monthly cost for setting up Voicemail - you just pay for the phone
call when you use the service.
MARKETING STRATEGY ADOPTED BY BHARTI AIRTEL
Airtel Follows a set of pre-defined values what they call as their ‘Air Culture’. Here ‘Air’
stands for – Alive, Inclusive and Respectful respectively
Segmentation: Airtel has always believed in being customer centric. They have
geographically segmented the market in East, West, North, South and central. They have also
gone a step ahead and segmented the market in each region on the basis of demographic
variables like age, Income, Social groups, etc. From the demographic data collected they run
different campaigns as per the preferences of people in each region. Thus, trying to increase
their base volume.
Competitive advantage: Airtel has tried maintain its cost leadership by reducing the
operational costs and with the help of its unique business model- where their daily operations
are outsourced and core functions like finance, sales, marketing, and management are
retained.