Kratika Sip Airtel

A
Project Report
On
Bharti airtel Limited

Submitted
In partial fulfillment
For the award of the Degree of
Master of Business Administration
With specialization in human resources management and marketing
Submitted by: Kratika Sharma
Supervised by: Assistant Professor Ms. Nisha Choudhary
Name of Candidate: - Kratika Sharma
Enrolment No:-21M2RCXXF40P604
Rajasthan technical university
Kota, Rajasthan
2021-2023
LETTER OF TRANSMITTAL
15 January 2023
Rajasthan technical university,
Kota Rajasthan
Subject: Submitting the Internship Report.
Dear Mam,
As a part of the MBA program of the faculty of Business Studies, an internship is enclosed
herewith, which is submitted as a requirement for a partially fulfillment MBA program at
Rajasthan technical University.
In the course of preparation of the report, relevant data, concerning articles, and information
were studied and practical knowledge had been gathered.
It has been a unique experience to carry out such research work. And also this was an
opportunity for me to enrich my knowledge by having an acquaintance with the practice that
will help me a lot in my career.
I have tried my best to make this report informative. However, despite my best effort, there
may remain some flaws in the report. I hope and pray that the mistakes will be kindly
excused.
Thanking you
Sincerely yours
Kratika Sharma
Enrollment no.:- 21M2RCXXF40P604

MBA Program
CERTIFICATE
This is certify that kratika sharma bearing Enrolment No:-21M2RCXXF40P604. is a

bonafide student of Master Business Administration course of the Institute Deepshikha Kala
Sansthan 2021-23 affiliated to Rajasthan technical University
Project Work Report on “Bharti airtel Limited “is prepared by her under the guidance of Ms
Nisha Choudhary in partial fulfillment of the requirements for the award of the degree of
Master of Business Administration of Deepshikha Kala Sansthan (Rajasthan technical
university) kota,Rajasthan.
Signature of Internal Guide Signature of HOD

Preface for Internship Report
In the present scenario marketing and sales is a major challenges for professional and it is no
surprise that marketing is a tough concept to understand .marketing is the activity set of
institutions and processes for creating, communicating, delivering and exchange offerings
that have value for customers, clients, partners and society at large.
The project report consists of detailed study of “MARKETING STRETEGIES OF AIRTEL”

a sincere effort has been made to analysis working pattern of mobile services.
The report further provides information regarding Bharti airtel its financial position
infrastructure with its product and services offered by them, which facilitated the customer
effectively .it is very important that trained marketing professional who are able to
communicate specific feature of the services should sell the product. In the millennium all
these activities would play a crucial role in the overall development and maturity of the
organization.
I hope that research work made by me will be great help to get the comprehensive knowledge
of the organization.
DECLARATION
I kratika sharma hereby declare that the work, which is being presented in the Project Report
entitled by “Bharti airtel limited” in partial fulfillment for the award of Master of Business
Administration With specialization in marketing and HRM and submitted to the
Rajasthan technical university is a record of own investigation carried under the guidance of
Ms Nisha Choudhary .
I have not submitted the matter presented in this Project Report anywhere for the award of
any other degree.
Kratika Sharma
Enrolment No:-21M2RCXXF40P604
MBA 2021-23
SPECIALIZATION:-
HRM & MARKETING
RAJASTHAN TECHNICAL UNIVERSITY

ACKNOWLEDEMENT
The path to success is never so smooth and simple to achieve. However, our learning and
motivation by our teacher help us to reach beyond our potential. My report would remain
partial without acknowledging people who encouraged me to achieve a milestone.
I express my sincere gratitude to my industry guide Miss. Samridhi kabra Store Manager of
Aitrel store ngs Gandhi nagar mod jaipur for his able guidance, continuous support and
cooperation throughout my project, without which the present work would not have been
possible. Also.I am thankful to my faculty guidance of my institute to encourage my
confidence.
Place: Jaipur Rajasthan

Date:15 January 2023
Student Name:- Kratika Sharma
Enrollment no. 21M2RCXXF40P604

EXECUTIVE SUMMARY
Bharti Airtel Limited
Headquartered in India, Airtel is a global communications solutions provider with over 500
Mn customers in 17 countries across South Asia and Africa.
The company ranks amongst the top three mobile operators globally and its networks cover
over two billion people. Airtel is India’s largest integrated communications solutions provider
and the second largest mobile operator in Africa. Airtel’s retail portfolio includes high speed
4G/5G mobile broadband, Airtel Xstream Fiber that promises speeds up to 1 Gbps with
convergence across linear and on-demand entertainment, streaming services spanning music
and video, digital payments and financial services.
For enterprise customers, Airtel offers a gamut of solutions that includes secure connectivity,
cloud and data centre services, cyber security, IoT, Ad Tech and CPaaS (Airtel IQ).
Indus Towers Limited
Indus Towers Limited is formed by the merger of Bharti Infratel Limited and Indus Towers.
This combined strength makes Indus one of the largest telecom tower companies in the
world.
Enabling communication for millions of people daily, Indus will continue to provide
affordable, high-quality and reliable services for the growing network connectivity needs of
India.
Indus Towers Limited has over 187,926 towers and 338,128 co-locations (as on 30th
September 2022) and a nationwide presence covering all 22 telecom circles. Indus’ leading
customers are Bharti Airtel (together with Bharti Hexacom), Vodafone Idea Limited and
Reliance Jio Infocomm Limited, which are the leading wireless telecommunications service
providers in India by revenue.
The Company is committed to truly living its credo of Putting India First and Connecting Lives Across
the Nation.
TABLE OF CONTENTS
S.NO TOPIC NAME PAGE NO
1. The brand airtel introduction 10
2. Introduction of Bharti airtel limited 10-11
3. Mission, vision, values of company 11-14
4. Services of Airtel and Close Competitors of Airtel 14-15
5. SWOT analysis of Bharti airtel 15-18
6. PESTEL analysis of Bharti airtel 18-22
7. Porter’s 5 forces analysis of Bharti airtel 22-25
8. Bharti airtel Services 25-28
9. Airtel’s Competitor Analysis 28-29
10. Promotional strategies of airtel 29-30
11. Airtel Company Analysis 33-33
12. Marketing strategies adopted by Bharti airtel 33-36
13. PLANS OF AIRTEL 36-37
14. SEGMENT WISE PERFORMANCE 37-39
15. INDIA‟S THREE HORSE TELECOM RACE IS SET TO 39-43

CHANGE
16. HRM strategies at Airtel 43-46
17. Objective of study 46-47
18. Research methodology 47-48
19 Conclusion 48-50
1.$ INTRODUCTION+..........
....................................................
....................................................
.....+3$
1.1$BACKGROUND$....................
....................................................
....................................................
.......$3$
1.1.1$ Current)Scenario!.........
....................................................
...................................................
!3$
Vision$Statement$................................
...............................................................
..........................................................
$3$
Objective$.............................................
...............................................................
.........................................................
$3$
1.2$ THE$PURPOSE,
$SCOPE$&$METHOD$OF$INVES
TIGATION$..................................
.....................................$3$
2.$ STRATEGIC+ISSUES+I
DENTIFICATION+&+FIRMS
+KEY+RESOURCES+..............
...................................+3$
2.1$ SWOT$ANALYSIS$......
....................................................
....................................................
..........$3$
STRENGTHS$..............................
....................................................
....................................................
......$3$
WEAKNESS$...............................
....................................................
....................................................
......$3$
THREATS$...................................
....................................................
....................................................
.....$3$
OPPORTUNITIES$........................
....................................................
....................................................
......$4$
2.2$ PESTEL$ANALYSIS$...
....................................................
....................................................
...........$4$
POLITICAL$&$LEGAL$...............
....................................................
....................................................
...........$4$
ECONOMIC$................................
....................................................
....................................................
.....$4$
SOCIAL$&$ENVIRONMENTAL$..
....................................................
....................................................
............$4$
TECHNOLOGY$...........................
....................................................
....................................................
.......$4$
2.3$ PORTER$5$FORCES$....
....................................................
....................................................
..........$5$
THREAT$OF$NEW$ENTRANTS$..
....................................................
....................................................
............$5$
POWER$OF$BUYERS$.................
....................................................
....................................................
.........$5$
POWER$OF$SUPPLIERS$.............
....................................................
....................................................
..........$5$
DEGREE$OF$RIVALRY$..............
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THE$SUBSTITUTE$THREAT$.......
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2.4$ CSF,
$KEY$RESOURCES,
$CAPABILITIES$&$ADDRESSING
$CUSTOMER$NEEDS$-
$MITIGATING$ISSUES$
(STRATEGY)$5$
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Objective$.............................................
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1.2$ THE$PURPOSE,
TIGATION$..................................
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STRENGTHS$..............................
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WEAKNESS$...............................
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THREATS$...................................
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OPPORTUNITIES$........................
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ECONOMIC$................................
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TECHNOLOGY$...........................
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POWER$OF$BUYERS$.................
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2.4$ CSF,
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Objective$.............................................
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1.2$ THE$PURPOSE,
TIGATION$..................................
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STRENGTHS$..............................
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WEAKNESS$...............................
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THREATS$...................................
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OPPORTUNITIES$........................
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ECONOMIC$................................
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TECHNOLOGY$...........................
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2.4$ CSF,
$KEY$RESOURCES,
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$MITIGATING$ISSUES$
(STRATEGY)$5$
Bharti$Airtel$ $
Business$Policy$&$Strategy
$
pg.$2$
$
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OPPORTUNITIES$........................
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2.4$ CSF,
$KEY$RESOURCES,
$CUSTOMER$NEEDS$-
$MITIGATING$ISSUES$
(STRATEGY)$5
1.1+Background+
Bharti$Airtel$Ltd.
$a$global$
telecommunication$
company$
operates$in$16$countries$wi
th$major$
presence$in$Asia$and$
Africa.$
With$413$million$subscribe
rs,$ the$
company$is$among$top$
three$
global$mobile$ service$
providers$ (Annual17-18, 2019).
$The$ company$
is$headquartered$ in$ India$
and$there$it$offers$wireless
$services,
$cell$phone$commerce,
$internet,$DTH (AnithaRajathi
and M,
2018).
$The$company$covers$almo
st$95.3%$Indian$population.
$The$company$presents$its
elf$with$
brand$name$“Airtel”$
(Annual17-18, 2019).$
1.1.1 Current+Scenario+
The$ telecommunication$
industry$ in$ India$ has$
taken$ a$ disruptive$ trend$
in$ Green$ Telecom,$
Expansion$ to$ Rural$
Areas,$ launch$ of$ BWA$
Technologies,$ Internet$ of$
things,$ increase$ in$
investment,
$mobile$banking$
and$more$(AirtelWebsite, n.d.).
$These$ trends$
have$brought$ rising$
competition$and$hence,
$to$serve$the$large$consum
er$base,
$the$companies$have$to$ta
ke$in$more$
debt$burden$and$high$oper
ating$cost.
$Airtel$has$brought$in$a$c
ertain$set$of$mission$and$
Goals$
to$build$and$maintain$its$e
xisting$market$share$(India
Brand Equity Foundation, 2017) .$
Vision+Statement+
“Our$ vision$ is$ to$
enrich$ the$ lives$ of$
customers.$ Our$ obsession$
is$ to$ win$ customers$ for$
life$
through$an$exceptional$exp
erience”$(Annual17-
18,$2019).$$
Objective+
Increase$Market$Share,
$increase$revenue$and$buil
d$new$revenue$streams,
$reduce$cost,$provide$
a$good$quality$network,
$be$more$sustainable$
(Annual17-18,$2019).$
1.1+Background+
Bharti$Airtel$Ltd.
$a$global$
telecommunication$
company$
th$major$
Africa.$
rs,$ the$
three$
$The$ company$
$services,
and M,
2018).
elf$with$
(Annual17-18, 2019).$
investment,
$mobile$banking$
$These$ trends$
er$base,
ke$in$more$
ating$cost.
Goals$
Vision+Statement+
life$
18,$2019).$$
Objective+
(Annual17-18,$2019).$
Bharti$Airtel$ $
Business$Policy$&$Strategy
$
pg.$3$
$
1. Introduction+
1.1+Background+
Bharti$Airtel$Ltd.
$a$global$
telecommunication$
company$
th$major$
Africa.$
rs,$ the$
three$
$The$ company$
$services,
and M,
2018).
elf$with$
(Annual17-18, 2019).$
investment,
$mobile$banking$
$These$ trends$
er$base,
ke$in$more$
ating$cost.
Goals$
Vision+Statement+
life$
18,$2019).$$
Objective+
(Annual17-18,$2019).
The Brand Airtel

We are a leading telecom company in India and
offer a wide bouquet of integrated services.
Airtel as a Brand
Airtel was born free to unleash the world of possibilities and opportunities with a
determination to connect people across the globe.
We are a perfect mix of energy, creativity, dedication and ambition to become the best
telecom service provider. We are a skilled team with a motive to grow and we are constantly
working and developing infrastructure to introduce newer and smarter technologies. We offer
enterprise services including national and international long-distance services to carriers.
We have more than 406 million subscribers (till March 2019)
We are constantly working to support the growing demand for data and telecom services. We
are delivering effective products to contribute towards creating “Digital India”, by helping
millions of voices to connect and grow for a brighter tomorrow. To know more please
visit, www.airtel.in
As India's leading telecommunications company, the Airtel brand has played the role of a
major catalyst in India's reforms, contributing to its economic resurgence.
In just 10 years, We have risen to the pinnacle of achievements and growing furthermore
Airtel – connecting world with each other
Introduction
Bharti Airtel Limited is a leading telecommunication company globally. Headquartered in

New India, we are the most trusted provider of ICT services with a global network across the
USA, Europe, Africa, Middle East, Asia-Pacific, India, and SAARC regions. Airtel
Telecommunications ranks amongst the top 3 mobile service providers around the world (as
per subscribers)
Through the diverse product portfolio and strategically located submarine cables and satellite
network running across 365,000+ RKMs in 50 countries and 5 continents, we are pushing
the boundaries in digital service delivery with a key focus on enhanced end-user experience,
round-the-clock infrastructure availability, and superior service quality.
A large spectrum of products

offerings
Mobile Services
2G, 3G, 4G services, with 5G services
ready network across India
Airtel Business
Bharti Airtel is a leading and most trusted provider of ICT services in India. We serve over
1200 global enterprises, 2000 large and 1 million medium/small businesses across India.
Airtel Business offers a diverse portfolio of products and services such as Data Connectivity,
Voice & Messaging, Conferencing, Cloud, Data Center, Security, IoT, CPaaS (Airtel IQ),
NaaS, Enterprise Mobility, Network Integration & Professional services to Enterprises,
Government, Carriers, Small & Medium Businesses, OTTS, and Mobile Network Operators
across the globe.
Digital TV Service
With a diverse range of services, we are a key player in the Digital TV Services industry
offering both High and Standard resolution TV Services with 635 channels including 80 HD
channels, 5 international channels, and 3 interactive services.
Home Services
Wireless services, mobile commerce, fixed lines services, high-speed home broadband, DTH,
and many more across 700 cities pan-India. By providing a speed of 1GBPS we are helping
India to go digital.
Airtel Broadband in Jammu
Step into the future of unlimited broadband plans with Airtel fiber net technology. Experience
the high-speed internet on our existing Fiber broadband connection in Jammu across multiple
devices.
Airtel X stream Fiber offers you with Fiber optic internet connection transforming your daily
broadband connection experience with high-speed internet. Airtel allows you to enjoy the
fastest broadband connection in Jammu with the speed of up to 1 Gbps, which means once
you connect broadband, you will get faster downloads and less buffering.
This FTTH (Fiber to home) technology provides you with fully-dedicated Fiber optic cable
different internet packages, which connect up to 60 devices via a professional-grade Wi-Fi
router modem. These internet packages in Jammu offer faster HD video streaming, heavy file
downloads, and uploads.
Unlimited internet plans such as Ultra include up to 1 Gbps speed, unlimited local/STD calls
and more importantly, Amazon Prime and Airtel X stream subscription. Now to get free Wi-
Fi router home, connect broadband and enjoy high-speed internet, entertainment, information
treasure and more, without compromises
About Bharti Airtel:
Airtel is an Indian based global telecom service company with headquarter at New Delhi,
India. Bharti Airtel was founded by Sunil Bharti Mittal in the year 1995. Initially Bharti
Cellular Limited started providing services from Delhi when under the brand name ‘Airtel’
and gradually this brand has grown to be the largest mobile network provider in India and
fourth largest network provider globally in terms of subscriber base. Currently Airtel has its
global presence operating in 20 countries covering Asia and Africa.
Airtel is known for its innovative business process of outsourcing all non-core operations like
network planning and IT services to third parties and focusing only on its core operation of
finance ,sales and marketing.
Bharti Airtel, commonly known as Airtel, is a telecom giant and second-largest in India in
terms of the number of subscribers. Founded on 7th July 1995 by Sunil Mittal, Airtel is the
first Indian telecom provider to be honoured with Gold Certification by Cisco. Today airtel is
not only restricted to mobile services but also includes Airtel Payments Bank, Airtel Thanks
App, Wynk Music, and a wide range of other services.
By being a successful company over the years in a sector that faces numerous challenges like
limited spectrum availability, tariff war the company has set a benchmark with marketing
being one of the reasons for its growth. However, the rapid growth of Reliance Jio over the
last 4 years is a growing concern for the company. Reliance Jio is giving a cut-throat
competition while the race to roll out 5G in India gets intense between the telecom
companies.
With “ Hunger to win customers for life” as its mission, airtel thrives to be on the top in the
leadership board.
Bharti Airtel Mission, Vision & Values
Bharti Airtel Mission Statement

Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven "to seize
the day" with an ambition to become the most admired telecom service provider globally.
airtel, in just ten years of operations, rose to the pinnacle of achievement and continues to
lead.
Bharti Airtel Vision Statement
Our Focus is to Win customers for life by offering an exceptional experience
Bharti Airtel Values
 Connection
 Creativity
Servies of Airtel
Airtel is a telecommunications giant and offers the following services:
 Mobile Network Services
 Broadband
 Satellite Television
 Payments Bank
 Landlines
Close Competitors of Airtel
The telecommunications market in India has heated up a lot recently and here are the major
players that compete with Airtel:
 Reliance Jio
 Vodafone Idea (VI)
 MTNL
 BSNL
SWOT Analysis Of Airtel
SWOT analysis is a framework for analysing and identifying a company’s strengths,

weaknesses, opportunities and threats. It helps in identifying where a company is lacking, and
what are the opportunities for a company so that it can work accordingly and minimize its
risk.
A company will not have complete control over all the factors like it can work on its
weaknesses by identifying them and can grow themselves with its strengths, but opportunities
and threats are not in their control as these factors are not predictable.
To understand it in detail, let us look at SWOT analysis for Airtel
1. Strengths Of Airtel
The strengths of a company are the features that have worked towards attracting more users
 Advertising: Celebrity brand ambassadors have boosted the brand to a great extent. Airtel
also has high brand visibility in forms of social media ads, television ads, and others such as
banners, etc.
 Customer Base: Airtel is one of the most popular cellular service providers in India with
more than 352 million subscribers. As of 2019, Airtel had 403 million users worldwide.
Airtel also has an international submarine cable system connecting India to Singapore. Airtel
also has a strong customer base in countries like Srilanka, Bangladesh, and Africa.
 Extensive infrastructure: From its partnership with Idea and Vodafone To building the
Indus, Tower Airtel has extended its infrastructure all over the country which is helping it in
gaining new customers
 Other Services: Airtel also provides users with services like Data and Application Based
Services, Data Center based services, Cloud-Based Services, and Digital Media services
 Unique marketing: Airtel as a company invests highly in marketing strategies and tries to
develop creative marketing campaigns to grab the attention of consumers. The company has
several other creative marketing campaigns which have left an impression on the market.
They are huge in the social media marketing space and this has won them many customers. If
you wish to learn social media to stay relevant as well, head on over to IIDE’s Social Media
Management Course and get started.
 Strategic Alliances: Airtel has some great companies as stakeholders, namely Sony Ericsson,
Nokia, and Singtel, and even Apple. Such strategic alliances have always proven to boost
brand equity and helped in developing the company.
2. Weaknesses Of Airtel
Weaknesses are aspects of a business or brand that have a scope for improvement. So let’s
check some of Airtel’s major weaknesses:
 Outsourcing Operations: Outsourcing operations has helped Airtel in reducing its prices.
This causes the risk of the company having to be dependent on some other companies which
may affect its operations
 African operations: Airtel had bought Zain’s African Business back in 2013 at a huge price
of approximately 9 billion dollars, but airtel is yet to announce any profits from that
investment.
 High Debt: Airtel has been under huge debt. This is because their acquisitions have been
turning out to be bad investments and also high credit and low margins.
3. Opportunities For Airtel
Opportunities for a company are the sectors in which a company may progress considering
the current market situations and weaknesses of other companies.
 Strategic Partnership: As far as MNP (Mobile Number Portability in India) is concerned
partnering with smartphone companies is going to be the smartest strategy. This guarantees
fixed cash flows in the future and would also ensure an increased customer base.
 Market development: Considering the brutal competition in the telecommunications
industry & shrinking margins, venturing into new markets/developing economies will prove
to be a success for the company.
 Untapped scope of the current market: Although it currently provides 4G coverage, such
networks should be provided even in rural areas. Also developing more infrastructure to
provide better connectivity. The company should aim towards providing these services to
most of its regions, these would, as a result, help the company to achieve higher profits and
an increase in customers.
 5G: The current advancements in technology and 5G trials could also prove an excellent
success for the company. 5G and LTE services are not yet very common in the country
especially in rural cities, Airtel can extend their services in this direction to get new
customers.
4. Threats To Airtel
Threats to a company are the reasons that are causing or may cause a decrease in the number
of customers.
 Jio 5G: Jio has been providing the customers with faster network services and has also
developed much more in the 5G Technology. Jio’s ethernet cable services labeled Jio Fibre
has gained a lot of attraction due to its low pricing and the great internet speed with rare to no
fluctuations in internet speeds
 Government Regulatory Framework: As a result of the normal auctioning of spectrum &
change in government policies, there is a possible threat to the stability of this market, as
companies with deeper pockets are more likely to gain from these auctions.
 Competition: The continuously changing prices in the Indian market and the rising margins
are adversely affecting Airtel’s business by a huge amount. Reliance Jio had started free data
and calling a few years back which caused a huge disruption in the telecom sector, causing
other companies to reduce their prices.
 MNP(Mobile Number Portability): MNP is a set of rules that provides the customers with
an option to change the company while keeping the number, since airtel has higher pricing in
comparison to some other service providers there is a huge possibility of customers changing
for cheaper service alternatives.
Airtel PESTLE Analysis
PESTLE Analysis of Airtel analyses the brand on its business tactics. Airtel PESTLE
Analysis examines the various external factors like political, economic, social, technological
(PEST) which impacts its business along with legal & environmental factors. The PESTLE
Analysis highlights the different extrinsic scenarios which impact the business of the brand.
PESTLE analysis is a framework which is imperative for companies such as Airtel, as it helps
to understand market dynamics & improve its business continuously. PESTLE analysis is
also referred to as PESTEL analysis.
What are Political Factors in PESTEL / PEST Analysis
The political factors play a huge role in not only investment decision by transnational
corporations but also by companies such as – Airtel Bharti. Political environment and other
factors not only impact the cost of doing business but also long term sustainability. Some of
the political factors are – governance system, democracy & institutions, military coup
chances, probability of armed conflict, law and order in market etc.
Political Factors that Impact Bharti Airtel (A)
- Threat of Terrorist Attacks – We believe in the world of post 9/11, corporations such as
Airtel Bharti have to live with operating under the shadow of a terrorist attack. The prudent
policy should be to take insurance and other types of hedging instruments to mitigate the
losses occurring because of the terrorist attacks.
- Segregation of Political Responsibilities between Different Government Agencies – There

are numerous government agencies which reduces the risk of overwhelming pressure by one
agency. But on the flip side it does increases both time and cost of doing business and getting
certifications and clearances.
- Role of Non-Government Organization, Civil Society & Protest Groups – The country has a
vibrant civil society community and Airtel Bharti should build bridges with them and seek
out areas of co-operations. Civil society groups are influential not only in policy making but
also in building a society wide narrative.
- Size of Government Budgets – both Local Governments and National Government – The
government at both national level and local levels are running deficit budgets which is
boosting growth in the short term but may lead to increase in inflation over medium term.
The bond rating of national government is investment grade.
What are Economic Factors in PESTEL / PEST Analysis
Economic factors of a country and region have a direct impact on the potential attractiveness
of a given market. Some of the economic factors that Airtel Bharti should evaluate both in the
present market and one in which it wants to enter are – inflation rate, GDP growth rate,
disposable income level etc.
Economic Factors that Impact Bharti Airtel (A)
- Foreign Exchange Rate – Number of companies have incurred losses in past few years
because of forex risk in – Venezuela, Brazil, and Argentina. Airtel Bharti should be careful
about the history of forex risk before entering new market. Many US companies have
incurred losses in Mexico in regular forex crisis in that country.
- GDP Trend & Rate of Economic Growth – The higher GDP growth rate signals growing
demand in the economy. Airtel Bharti can leverage this trend by expanding its product range
and targeting new customers. One way to start is by closely mapping the changes in –
consumer buying behavior and emerging value proposition.
What are Social Factors in PESTEL / PEST Analysis
Social factors such as demography trends, power structure in the society, women
participation in workforce etc have immense impact over not only the country's economy but
also on workforce talent availability and level of consumer demand.
Social Factors that Impact- Bharti Airtel (A)
- Education Level in Society – Education level of the society impacts both the quality of jobs
and level of income. High level of education often results in better jobs, higher income and
higher spending on complex and aspirational products.
- Power Structure in Society – Airtel Bharti should carefully analyze both - What is the power
structure in the society? How it impacts the demand in the economy. For example the power
structure in US economy is slowly moving towards the older generation as that generation
has higher disposable income compare to the younger generation.
- Demographic Trend – The demographic trend is one of the key factors in demand
forecasting of an economy. For example as the population of USA and EU is growing old the
demand for productsmostly catering to this segment will grow. Airtel Bharti should consider
demographic trends before new product developments and integrate features that cater to this
segment. As population is ageing it will require less tech intensive products.
- Societal Norms and Hierarchy – What sort of hierarchy and norms are acceptable in society
also influence the types and level of consumption in a society. In highly hierarchical societies
the power of decision making often reside at the top
What are Technological Factors in PESTEL / PEST Analysis
Technology is fast disrupting business models across various industries. Some of the
technology trends that are impacting the macro environment are – developments in artificial
intelligence, use of machine learning and big data analytics to predict consumer behavior,
growing importance of platforms over service providers etc.
Technological Factors that Impact Bharti Airtel (A)
- Preparedness for 5G Related Infrastructure – Countries across the world are trying to
prepare themselves to install 5G infrastructure. Airtel Bharti should assess to what level the
local market is prepared to roll out the 5G connectivity.
- Level of Acceptance of Technology in the Society – Airtel Bharti has to figure out the level
of technology acceptance in the society before launching new products. Often companies
enter the arena without requisite infrastructure to support the technology oriented model.
- Likelihood of Technology Disruption – If the country is hub of technology companies then
there is a high chance of technology disruption among various industries. Airtel Bharti has to
assess whether it can live with the fast pace of technology disruption in its industry.
- Transparency & Digital Drive – Airtel Bharti can use digitalization of various processes to
overcome corruption in the local economy.
- E-Commerce & Related Infrastructure Development – As E-Commerce is critical for Airtel
Bharti business model. It should evaluate the e-commerce infrastructure, technology
infrastructure etc before entering a new market.
What are Environmental Factors in PESTEL / PEST Analysis
Environmental factors are fast gaining traction not only among consumers but also among
regulators and policy makers. Climate change and changing ecosystem is leading to the
extinction of more than 20% of species on the planet by the turn of this century.
Environmental Factors that Impact Bharti Airtel (A)
- Environmental Standards and Regulations both at National & Local Levels – Often the
environment policy at national and local level can be different. This can help Airtel Bharti in
numerous decisions such as plant location, product development, and pricing strategy.
- Corporate Social Responsibilities Culture – Are Airtel Bharti present CSR efforts applicable
in the new market or does it needs to have new initiative to cater to the prospective market.
- Paris Climate Agreement and Commitment of National Government under the Agreement –
What are the commitments of the country under the Paris Agreement and what is the general
level of consensus regarding Paris Climate Agreement in the country. For example Trump not
standing by US commitments created an environment of uncertainty.
- Influence of Climate Change – How climate change will impact Airtel Bharti business
model and supply chain. For example if the supply chain is not flexible it can lead to
bottlenecks if shipments from one part of the world are delayed because of sudden climate
shift.
- Per Capita and National Carbon Emission – What is the per capita carbon emission of the
country and what is the overall level of carbon emissions of the country. This will help in
better predicting the environment policy of the country.
What are Legal Factors in PESTEL / PEST Analysis
Legal factors often govern – conditions to enter the market, laws to operate in the market, and
procedure to resolve any dispute with other stakeholders. If the legal system is not strong then
Airtel Bharti can face numerous challenges – from consumer petitions to shakedowns from
authorities.
Legal Factors that Impact Bharti Airtel (A)
- Independence of Judiciary and Relative Influence of Government – The judiciary

independence often reflect both strength and credibility of the institutions in the country.
- Consumer Protection Laws – Airtel Bharti needs to know what are the consumer laws, what
is the rate of enforcement, what is the attitude of authorities towards consumer protection
laws, and what is the role activist groups in enforcement of consumer protection laws.
- Adherence to Common Law – Is the country following common law which is uniform for
all parties – whether domestic or international. If there is arbitrariness in the judicial process
then Airtel Bharti can’t be sure of the judgments.
- Laws regarding Monopoly and Restrictive Trade Practices – As a new player Airtel Bharti
shouldn’t be worried about the monopoly and restrictive trade practices law.
Porter’s 5 Forces Analysis
Threat from competition

High Fixed Cost: The industry also suffers from high fixed cost which makes the entry
barrier also very high for the industry. It comes as no surprise that in the capital-intensive
telecom industry the biggest barrier to entry is access to finance. To cover high fixed costs,
serious contenders typically require a lot of cash. When capital markets are generous, the
threat of competitive entrants escalates. When financing opportunities are less readily
available, the pace of entry slows. Meanwhile, ownership of a telecom license can represent a
huge barrier to entry. There is already 6-7 players in each region excluding 3 -4 big players
like Bharti Airtel, reliance, Vodafone and BSNL.
Very less time to gain advantage by an innovation: Every company in this industrial sector in
investing a huge amount in research and development and marketing strategy. That is why we
see when any offer launched by any company is always counter attacked by other companies
very soon. This makes the industry rivalry most prominent. E.g. Caller tunes, Life time cards.
Price wars: The price war is really very fierce in this industry. Price war in telecom
industry has commoditized the market that branding has taken a backseat. New players are
reducing their tariffs to get better hold in the market and in turn the existing big players like
Airtel, reliance etc. also have to compete by introducing low tariff new plans such as youth
plan for younger generation, ladies special etc.
Threat of New Entrant
Both potential and existing competitors influence average industry profitability. The threat of
new entrants is usually based on the market entry barriers. They can take diverse forms and
are used to prevent an influx of firms into an industry whenever profits, adjusted for the cost
of capital, rise above zero. In contrast, entry barriers exist whenever it is difficult or not
economically feasible for an outsider to replicate the incumbents’ position. The most
common forms of entry barriers, except intrinsic physical or legal obstacles, are as follows:
 Economies of scale: In telecom industry the economies of scale exists from the
supplier side. That is why companies try to increase their subscriber base at drastic
rate.
 Distribution channels: Distribution channels are also providing a major determining
factor. These channels are not loyal to any company and competitors can easily access
them and make out work for them.
 Though huge licence fee to be paid upfront and high gestation period reduces the
threat of new entrant and discourages investment and infrastructure in the telecom
sector.
 Limited Spectrum availability, Regulatory issue which again leads to high licence fee
also restrict new players from entering into the market.
 Rapidly changing technology and setup the efficient Infrastructure for the same
accordingly is also the major factor which stops new player to enter into the telecom
sector.
 New entrants are ready to enter huge capital considering the attractiveness of the
market.
 Increase in FDI limits to 74% is bringing competition from foreign players. Huge
investments are being made by the foreign companies to setup better infrastructure
and getting latest technology into the country.
 Threat from the non telecom background brand which could foray into the telecom
industry by the ease of outsoucing.
 Customer switching cost is very low, as cost of new connection is really low. And
new connection offers more benefits to the customers
Threat of substitute
The threat that substitute products pose to an industry’s profitability depends on the relative
price-to-performance ratios of the different types of products or services to which customers
can turn to satisfy the same basic need. The threat of substitution is also affected by switching
costs – that is, the costs in areas such as retraining, retooling and redesigning that are incurred
when a customer switches to a different type of product or service. It also involves:
The potential major substitutes for telecom industry are as follows:
 Products and services from non-traditional telecom industries pose serioussubstitution
threats. Cable TV and satellite operators now compete for buyers. The cable guys,
with their own direct lines into homes, offer broadband internet services, and satellite
links can substitute for high-speed business networking needs.
 Wireless phones are also getting cheaper each year over the last decade; this has
provided consumers with more convenience and mobility, to the extent that the
younger demographic now considers a fixed line phone redundant.
 Just as worrying for telecom operators is the internet: VOIP i.e voice over ip
telephony is becoming a viable vehicle for cut-rate voice calls. Delivered by ISPs –
not telecom operators – “internet telephony” could take a big bite out of telecom
companies’ core voice revenues. Applications like Skype have been extremely
popular among younger generation users and are fast emerging as preferred means of
communication.
BUYER’S POWER
Buyer power is one of forces that influence the appropriation of the value created by an
industry. The most important determinants of buyer power are the size and the concentration
of customers. Other factors are the extent to which the buyers are informed and the
concentration or differentiation of the competitors. Kippenberger (1998) states that it is often
useful to distinguish potential buyer power from the buyer’s willingness or incentive to use
that power, willingness that derives mainly from the “risk of failure” associated with a
product’s use
The following points influence the buyer power:
 Lack of differentiation among the service provider: As telephone and data services
does not vary much regardless of which companies are selling them.
 Cut throat competition: Competition level has increased a lot with increase in new
foreign as well as domestic players in the industry. Operators are engaging in an
intense price war which is benefitting to the buyers in every way.
 Customer is price sensitive: Every operator is offering low tariffs with better services
due to high level of competition among the operators which has made customer more
sensitive to price.
 Low switching costs from one operator to other operator.
 The consumer now has access to several means of communication like email, instant
messaging which are diminishing the importance voice services
 Attractive Schemes for new connections.
 Availability of all operators everywhere.
SUPPLIER POWER
Supplier power is a mirror image of the buyer power. As a result, the analysis of supplier
power typically focuses first on the relative size and concentration of suppliers relative to
industry participants and second on the degree of differentiation in the inputs supplied. The
ability to charge customers different prices in line with differences in the value created for
each of those buyers usually indicates that the market is characterized by high supplier power
and at the same time by low buyer power. In the drawback of Indian telecom industry the
following should be kept in mind:
 Large number of suppliers: The industry basically has a large number of suppliers,
which helps them to choose from a lot of options. So they try to select the best option
to deliver the value to the customers and to have a competitive advantage from their
competitor.
 Shared tower infrastructure: Technology has helped them to share the tower
infrastructure. This basically helps them to reduce the initial investment a lot.
 Limited pool of skilled managers and engineers especially those well versed in the
latest technologies which put companies into weaker side in terms of hiring and
salaries.
 Medium cost of switching since changing their hardware would lead to additional cost
in modifying the architecture.
Bharti airtel Services
In India, the company's offers products and services both for the end consumer as well as for
businesses. The consumer business offers 2G, 3G and 4G wireless services, mobile
commerce, fixed line services, high speed DSL broadband, IPTV and Digital TV. The
enterprise services include national & international long distance services to large enterprises
and carriers and tower infrastructure services. In the rest of the geographies (i.e. Africa), it
offers 2G, 3G wireless services and mobile commerce.
B2B SERVICES OF AIRTEL

Voice Services
Network Services
Data and Application Based
Data Center based services
Cloud based services

Digital Media services
Bharti Airtel is one of the three telecom giants of India, known for its distinct and
engaging digital marketing strategies and campaigns. With its promotional efforts
directed towards all who can buy a SIM card, they are for their young and energetic
brand image.
Yet with Airtel’s amazing efforts to market itself, competitors such as Reliance Jio
have wreaked havoc on the industry with their cutthroat pricing and a stronger digital
marketing plan.
Airtel Target audience
A target audience is a specific group of customers to whom the business targets specifically
& direct their marketing of products and services. It is based on demographics, age, location,
gender, income level, profession, etc.
 Airtel mainly targets people in the age group of 15-25 and elder lies by using different
campaigns.
 It targets the young, urban, social people and low-income mass category as well. Airtel’s
spectrum is wide from elites to non-elites, it serves all with its financial and business plans.
Airtel’s Competitor Analysis
Airtel had competitors such as Vodafone, Idea, Aircel, and Telenor but with the emergence of
Reliance Jio, the competition is now at a higher level. By using social media insights they
have been optimizing interactions with their users across all platforms.
According to TNS, a consulting firm, 95% of Airtel’s customers are connected through
Facebook, Twitter, and Google+.
Social Media Marketing of Airtel
As far as the social presence of Airtel & its competitors is concerned, Jio wins
comprehensively in the number of followers on Instagram.
Airtel’s presence on social media has improved, its Facebook followers are growing with 500
million users.
Even on Twitter with 2.5 million followers, @Airtel_Presence makes sure to get all the
tweets with airtel in its context and clear their queries.
Graph image……..
Although their engagement rate is something the company has to work upon. The above
graph shows their Facebook engagement.
When it comes to Youtube, Airtel is doing a decent job with more than 400 videos and almost
20 million views but loses the race with Jio in subscriber count:887k to 2.63 million.
Now let us take a deeper dive into Airtel’s own digital marketing and campaign strategy.
Airtel Campaign & Digital Marketing Strategies
Jingles like “ Har Ek friend Jaruri Hota hai”, “Jo Tera hai, Wo Mera hai” for Gen Z have
worked brilliantly for them while taglines like “one-touch Internet” attract Gen X and elders.
 Airtel has done several such campaigns with taglines like “Sab Kuch Karo, Fir Sahi Chuno”
 The Smartphone that works, Indian’s first 4G network and #expressyourself; has proved their
obsession to win customers through an exceptional experience.
 Famous personalities like Sachin Tendulkar, A R Rahman, Vidya Balan have also endorsed
the brands earlier which have built a positive image among the people.
 Airtel follows a “matchbox strategy” with which it expands regularly in rural India.
The campaigns achieve their goals smartly by their dynamism, warm, friendly appeal; all the
more it helps them gain the trust of their customers. With their priority service as a part of
platinum care, they have also attracted hustlers who like hassle-free service.
Bharti Airtel’s new campaign named “Öpen to Question” highlights its aim to resolve queries
of every single customer, learn quickly from failures and ensure they don’t get repeated. With
this Airtel has secured top position on the ad diagnostics index.
Airtel has also introduced its banking in 2017 Airtel Payments Bank, India’s first payments
bank aims to take digital banking services to the unbanked over their mobile phones quickly
and efficiently which contributes to the Government’s vision of Digital India and Financial
Inclusion. However, this is constrained to only airtel users.
Airtel Company Analysis
After learning so much about Airtel, it’s time to analyse what we learned. The survey shows
that Airtel is the brand that cellular phone users have on top-of-their-mind recall and all these
campaigns help airtel hold the leadership positions in most markets.
With its logo change and mega campaign of Rs.300 crore in 2010 it has repositioned itself as
a young, energetic and international brand. It has then taken on to become the torch-bearer of
the telecom industry in India. Airtel added over 3.67 million mobile subscribers in October
which was a lot more when compared to its competitors.
Airtel has been undertaking transformative initiatives that have the potential to make a
positive impact on society and contribute to development. Airtel has always focused on its
social media marketing and it is evident from its famous campaigns which got attention. The
red colour indicates Airtel’s strong content and quick response to the actions of its
competitors on social media handles is something that makes it unique. Let’s have a look at
one of them –
This was in response to Jio’s announcement Interconnect Usage Charges (IUC) being levied
when a Jio customer makes a call to a non-Jio customer. Through its famous campaign “Sab
Kuch Try Karo, Phir Sahi Chuno” it tells people to first review the performance of every
telecom operator and then choose one. It never directly said to use Airtel. But it focussed on
gaining the trust of its people by telling them to try first, then decide. It also tried to establish
a strong connection with the customers through the campaign #NetworkOfCare for Airtel
Delhi Half Marathon 2019.
A recently published report by Open Signal states that Airtel topped in gaming experience
which was prominently seen in the covid-19 lockdown. Airtel had a score of 55.6 of a total of
100 points. The higher the score of the company the lower the connectivity issues. The
company was ahead of its rivals in video experience too.
Points
As we saw before, Airtel suffers from a couple of issues from competitors to reducing market
share. To encapsulate what the company suffers from, we have done a pain point analysis.
 In the year 2020, Airtel’s debt increased by about 1 trillion Indian rupees when compared
with 2019 which is again a threat to the company.
 With strategic investments being made by Google and Facebook in Jio and telecom is one of
the focus, there is a threat that soon there will be a monopoly of Jio in the telecom sector.
 Annual net profit declined for the last 2 years, however increasing revenue every quarter.
 Airtel needs to work on its engagement rate on Facebook and YouTube.It is falling short with
its competitors.
 Although the company has worked immensely on Twitter, it has been in controversies due to
several factors including political, religious, and rivalry-clash.
Conclusion
With its campaigns, Airtel wins over its customers and attracts a wide range of people from
different walks of life. It also has international business holdings across Africa, Bangladesh,
Sri Lanka, and the Channel Islands. The company even plans to offer satellite broadband
services in India by 2022.
As an organisation grows bigger in scale, it has to deal with controversies and Airtel is no
exception. It has been working on its allegation of privacy as well as has been in the news for
it stands for social causes, the recent one being Kerala floods. During it all, Airtel has been
resilient and shown positive growth in its net profit, with a year-on-year increasing profit
margin.
In this data-driven world, we need to have insights and recognize the problems at the right
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and business-driven solutions to tackle challenges.
If you wish to be a digital marketer or have an interest in the field of digital marketing, IIDE
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MARKETING STRATEGY ADOPTED BY BHARTI
Bharti has spent a considerable amount on advertising its mobile phone service, Airtel. Besides
print advertising, the company had put up large no of hoardings and kiosks in and around
Delhi. The objective behind designing a promotion campaign for the ‘Airtel’ services is to
promote the brand awareness and to build brand preferences. It is trying to set up a thematic
campaign to build a stronger brand equity for Airtel. Since the cellular phone category itself is
too restricted, also the fact that a Cellular phone is a high involvement product, price doesn 't
qualify as an effective differentiator. The image of the service provider counts a great deal.
Given the Cell phone category, it is the
Airtel has tied up with Lufthansa to offer customer bonus miles on the German airlines frequent
flier 's programs. (ii) There have been educational campaigns, image campaigns, pre launch
advertisements, launch advertisements, congratulatory advertisements, promotional advertise-
ments, attacking advertisements and tactical advertisements.
PROMOTIONAL STRATEGY
Airtel to “Touch Tomorrow” with a new brand vision The Bharti Mobile promoted AirTel
cellular service will go in for repositioning of its brand image. The new brand ethos is
portrayed in two distinct fashions - the tag line "Touch Tomorrow", which underscores the
leading theme for the new brand vision, followed by "The Good Life", which underscores a
more caring, more customer centric organization. Aimed at re- engineering its image as just
simply a cellular service provider to an all out information communications services provider,
Touch Tomorrow is meant to embrace the new generation of mobile communication services
and the changing scope of customer needs and aspirations that come along with it
Airtel Product Strategy:
The product strategy and mix in Airtel marketing strategy can be explained as follows:
Airtel provides a wide variety of services in the field of telecom. The summary of the
products in the marketing mix of Airtel are described as below:
• Mobile Services: Airtel provides both voice and data service to its customers. Currently
Airtel has got the largest customer base in India crossing over 358 million. Airtel was the first
one to provide 4G services in India. Also Airtel provides a variety of low cost plans for its
voice and data services. Airtel mobile service can be classified into:
o Prepaid service eg. Recharge offers , roaming packs, blackberry packs, Family share pack,
Handset pack etc.
o Postpaid service eg. Bill payment, My Plan, Roaming plans, other special offers etc.
o Other value added service eg. SMS, MMS, Hello tunes, Airtel Money, Airtel Live, 2G 3G
4G internet, voice mail, DND services etc.
• Telemedia Services: Airtel provides broadband services across 87 cities in India. Some of
the products offered are 4G homes internet service, broadband internet connection, Dongels
and routers for 4G and 3G services.
• Digital TV services: Airtel TV provides over 540 HD channels with superior picture
quality. Airtel Digital TV+ setup box also allows user to record TV programs that can be
watched later.
• Airtel business: Airtel provides variety of Information and communication Technology
services like data centre, network integration, tower infrastructure service to other business,
government and carrier customers.
Airtel Price/Pricing Strategy:
Below is the pricing strategy in Airtel marketing strategy:

Airtel follows a competitive pricing strategy because of the huge competition in telecom
segment in India from competitors like Reliance Jio, Vodafone etc.
he pricing strategies of all telecom companies are monitored by Telecom Regulation
Authority of India to ensure fair prices are being charged to all customers. Hence, despite
regulation, the most important aspect in the pricing strategy in the marketing mix of Airtel is
based on competitive pricing strategy. Airtel provides flexibility to its customer to choose and
customize their plan according to their preference and pay tariff according to chosen pack
(eg. MyPlan service to customer to choose their plan and pay price accordingly). The aim of
Airtel’s pricing strategy is customer retention by providing them with combo offers to boost
revenue. Airtel pricing strategies in broadband segment is also of very low cost and attracts
huge customer base to avail affordable plans. Airtel faces tough competition in terms of price
war with other telecom companies like Reliance Jio and the customer loyalty for any telecom
company is nearly zero and entirely dependent on price of services, so Airtel offers its basic
product like call, data, SMS and other value added services at a cheap rate
Airtel Place & Distribution Strategy:
Following is the distribution strategy in the Airtel marketing mix:

Airtel sells its service through distributers and retailers, which form the basis of place
strategy in the marketing mix of Airtel. Airtel has got a wide distribution network which
spans across 20 countries. Airtel’s intensive distribution network enables it to cover the
remotest area. Airtel uses retail stores, convenient stores, roadside stalls etc to make its
service available to customers. Airtel makes its service available through businesses like paan
shops, chemist’s shops, groceries shops etc. Airtel has also launched ‘Project leap’ in the year
2015 to expand its coverage to over 5 lakh villages. Under this project, Airtel will spend 60
thousand crores over a period of next three years to expand its network and make its services
available across India.
Airtel Promotion & Advertising Strategy:
The promotional and advertising strategy in the Airtel marketing strategy is as follows:
Airtel is an established and well known brand in telecom sector. Airtel organizes a strong
promotional campaigns for its services utilizing all media channels from TV, print, events,
social media etc. Hence the promotion strategy in the marketing mix of Airtel is extremely
comprehensive i.e. they do a 360 branding. Airtel has used all the big celebrities to endorse
their services like Shahrukh Khan, AR Rehman, Sachin Tendulkar, Vidya Balan etc.
Airtel has also organized some famous marketing campaigns to target youth audience and
build its brand like ‘Har Ek friend Zaroori hota he’ and ‘Jo Tera Hain Wo Mera Hain’.
Airtel also sponsors various events like Cricket matches, Grand Prix etc and organized events
like Airtel Delhi Half Marathon etc under their community development programme and
brand promotion. Airtel has also got a good presence on social media like Facebook, Twitter
etc. Which it uses for its service promotion and solve queries of customers.
Airtel also engages in public relations like Education campaigns, girls child awareness
campaigns etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Airtel.
People:
Airtel focuses on ‘Win with people’ approach for its effective business strategy. Airtel has
got an employee base of 18179 with a commendable employee engagement score of 79%.
Airtel invests heavily in the training and development of the skills of its employees. In 2016,
Airtel invested 168 million to nurture talent within its organization and build high
performance culture. Airtel also focuses on developing a healthy work culture and efficient
functioning of its cross functional teams. Airtel’s Talent First Strategy focuses on building
entrepreneurship and leadership skills in employees. The people strategy in the marketing
mix of Airtel focuses on hiring the right talent, training them and rewarding them. Airtel also
promotes gender diversity in its organization by promoting women friendly working policies.
Airtel promotes itself as a learning organization where all employees follow a learning
development plan based on their career aspiration. Airtel also gives rewards and recognition
to indentify and retain talent within organization.
Process:
Airtel process for providing service to its customer is very easy and streamlined. Airtel
process focuses on providing a reliable and responsive service to its customers. To get a plan
or new connection the customers can directly go to any Airtel’s service centres or contact the
support service to activate/deactivate a plan. Airtel’s customer can get their queries resolved
24*7 by contacting the customer support number from anywhere across India. Airtel also
opened India’s first Open network initiative under Project Leap that displays network
strength across India. This transparent policy allows customer to check network strength and
coverage and report any issue easily. Airtel also allow its customer easily to identify various
plans and pick the most suitable plan. Airtel customers are free to evaluate the services and
then can carry on or switch to a different brand using number portability. Airtel focuses on
delivering optimal services without loss of quality through their commitment towards its
customers.
Physical Evidence:
Airtel retail outlet and relationship centres serves as a service point to its customers. The
Company-Owned-Company-Operated Airtel stores try to serve its customer in the best
possible way by providing a one stop solution for all customer needs like instant connection,
dongle and broadband connection etc. These stores provide a superior customer experience
with excellent look and feel of all the outlets and convenient location within any city. Airtel
products like sim card cover and recharge vouchers are beautifully designed to appeal to the
customer. Airtel provides its digital TV services through its set top boxes which are easy to
configure and use. All these products acts as a differentiating factor for Airtel service
marketing. Hence, all these help in summarizing the marketing mix of Airtel.
PLANS OF AIRTEL
 Why we like Bharti Airtel?
Because they are India‘s leading and most trusted provider of ICT services with a diverse
portfolio of services to Enterprises, Governments, Carriers and Small and Medium
Businesses. Our products and solutions leverage the power of the digital to enable
enterprises, small to large, to transform their businesses
 Why you should buy Bharti Airtel now?
The company has shown good improvement on key metrics in recent quarters. In the recent
December quarter, total revenue was at ₹26,518 crores (up 23 per cent yo-y) vs. Jio‘s
₹19,475 crore. Its India business with revenue of ₹19,105 crore was on par with Jio.
 What's special about Bharti Airtel?

 Bharti Airtel not only provides B2C services, they also accelerated B2B services under
wireless and fixed line technology, national and international long-distance connectivity,
broadband, digital TV services, and complete integrated telecommunication solutions to our
enterprise customers. Bundled plans with truly unlimited voice packs
 First to launch 4G in India Prepaid
 & Postpaid plans An Industry First Exclusive Rewards Program: airtel Thanks
 Industry first voice over Wi-Fi service Redefined International Roaming
 Rated as the network with India‘s best video experience and fastest download speed by
 Open signal.
SEGMENT WISE PERFORMANCE:
1.) WIRELESS SERVICES:
Bundled plans with truly unlimited voice packs

 First to launch 4G in India
 Prepaid
 & Postpaid plans An Industry First Exclusive Rewards Program:
 airtelThanks Industry first voice over Wi-Fi service
 Redefined International Roaming
 Rated as the network with India‘s best video experience and fastest download speed by
 Open signal
2.) HOME SERVICES:
 Ultra-fast broadband offering - Airtel Xstream Fiber; offering up to 1 Gbps speed

 ‗V-Fiber‘ technology
 airtelThanks program for Home Broadband
 customers Re-architected and simplified pricing
 Attractive plans and offers
 Highly reliable services
 24/7 online support
 Value-added services
3.) AIRTEL BUSINESS:
Diverse portfolio of services - voice, data, video,

 network integration, data centers, managed services, enterprise mobility applications and
digital media Strategically located submarine cables and
 satellite network Global network running across 250,000 Rkms, covering 50 countries and
5.continents Enterprise Hub, a one-stop digital self-care portal
4.) TOWER INFRASTRUCTURE: One of the world‘s largest passive infrastructure

 providers 95,372 towers (including proportionate share of
 Indus)
5.) DIGITAL TV SERVICES:
Standard and high definition digital TV services

 Converged digital entertainment play: Airtel
 Xstream Airtel Xstream device portfolio: Android based
 OTT smart stick and an Android based 4k Hybrid Smart Box that offers satellite TV and
OTT content
BHARTI AIRTEL WITH ITS COMPETITORS (COMPETITIVE

ANALYSIS)
o Bharti Airtel Ltd, Sunil Mittal-founded telecom giant which stood on top for a long period
of time, has been reduced to second place in terms of the customer base.
o Mukesh Ambani-led Reliance Jio has become the biggest telecom company in India
according to the total Indian revenues and the number of customers within the three years.
o Interestingly, Bharti Airtel is leading the pack in the ARPU (Average Revenue Per Unit)
MARKET SHARE:
In terms of market share as well, Jio tops the list with ~35%
 market share, followed by Airtel, Vodafone Idea, BSNL, MTNL and others. All in all,
private companies collectively account for
 89.35% of the market share and public companies (BSNL, MTNL) retain only a mere
10.65%. The regulator, in its statement, said that total wireless subscribers, including 2G, 3G
 and 4G increased to 1,160.59 million (116.05 crore) in February, up from 1,156.44 million
at the end of January 2020. The regulator said that the wireless subscriber base saw a monthly
increase rate of 0.36%
INDIA‟S THREE HORSE TELECOM RACE IS SET TO CHANGE
1.)PAT
In 2019, Reliance Jio is at the top in Profit after Tax of Rs. 39,734.00 which was followed by
Bharti Airtel with Rs.1331.00 and then Vodafone with (Rs.14, 800). Next 2020, again
Reliance Jio maintained its position with higher Profit after tax followed by Bharti Airtel and
Vodafone Idea.
2.) DEBT TO EQUITY

A high D/E ratio means that the company is financing a large portion of its business through
debt. So in this case, Reliance is at Top because its D/E ratio is less and followed by Bharti
Airtel and Vodafone Idea. Higher ratio means higher risk to the shareholders whereas lower
ratio indicates lower risk to the shareholders.
3.) PRICE EARNINGS

A high P/E ratio means the stock is possibly overvalued since its price is high relative to its
earnings. On the other hand, a low P/E ratio means that the stock is undervalued and can be a
potential investment opportunity. Therefore in this case Bharti Airtel price per earnings ratios
is zero which means company‘s stock is undervalued and stock price is low relative to its
earnings.
STRONG PERFORMANCE BY AIRTEL
The company‘s large investments towards building future ready networks, data centers plus
its sharp focus on quality customers is beginning to reap dividends.
 Multiple globally renowned experts have consistently rated Airtel as India‘s top mobile
 network. This is another validation of our superior network execution. We remain
committed to taking high speed mobile broadband to every corner of the nation and enable a
Digital India Digital Transformation has been a big agenda for Airtel and today virtually
every process of
 the company is leveraging the power of digital. We remain ahead of the curve when it
comes to bringing in the latest technologies and thereby serve our customers better through
digital platforms. As always, we continued to drive deep collaborations to enable a world-
class experience for
 our customers. Be it Amazon, Netflix, Zee, Star, Eros, HDFC, Bharti AXA, Apollo
Hospitals and a wide number of start-ups in the retail segment; and the likes of Cisco, Zoom,
Google, Microsoft and AWS in the enterprise segment. Alongside the operational strength,
there was an undivided attention towards strengthening
 the balance sheet in a timely manner. The year witnessed massive fund raise initiatives by
your company totalling over USD 8 Bn, including rights issue (USD 3.6 Bn), Airtel Africa
IPO (USD 674 Mn), Perpetual bond (USD 1 Bn), QIP (USD 2 Bn) and FCCB (USD 1 Bn).
Now, with a strong balance sheet accompanied by a best-in-class network and a robus
t spectrum portfolio, Airtel is well positioned to capitalize on future opportunities. Airtel
Africa continued its growth trajectory and strong performance across geographies and
 segments- voice, data and mobile money. The company continued investing in market
leading networks as it drives the dual agenda of connectivity and financial inclusion
Organization Structure
Bharti Airtel announced a new organization structure for its operations in India and South
Asia. The new structure has been aimed at driving greater business and functional synergies,
providing a common interface to customers, and creating a de-layered and more agile
organization. In addition, the new structure would provide more meaningful, empowered
roles and enhance employee engagement. The transformed organisation structure had two
distinct Customer Business Units (CBU) with clear focus on B2C (Business to Customer) and
B2B (Business to Business) segments.
Bharti Airtel’s B2C business unit would serve the retail consumers, homes and small offices,
by combining the erstwhile business units - Mobile, Telemedia, Digital TV, and other
emerging businesses (like M-commerce, M-health, M-advertising etc). The B2C organization
consisted of Consumer Business and Market Operations.
Market Operations group would lead the ‘go-to-market’ strategy. This vertical would take
products and services to customers in South Asia with speed and efficiency. Market
Operations would complement the Consumer Business by building a robust ‘go-tomarket’
ecosystem and leverage Bharti Airtel’s vast distribution reach. Market Operations in India &
South Asia was be divided in three regions (each headed by an Operations Director): North,
East & Bangladesh; South & Sri Lanka; and West.
The B2B business unit would continue its focus on serving large corporate and carriers
through Bharti Airtel’s wide portfolio of telecommunication solutions. (www.airtel.in, media
release, July 7, 2011).
Organizational culture
The company has put in place a culture statement to capture its HR strategy and has named it
as ‘AIR culture’ (http://www.airtel.in/ careers-files/air-culture.html). The statement reads as
follows: “Our values are imbibed in what we do and how we do it”. To further elaborate on
this, three elements have been introduced which are as follows:
Alive – This means that the company’s employees are alive to the needs of the customers.
They are driven by passion, energy and a can-do attitude. The Airtel family believes that
there is always a way to do things and they would not accept a ‘no’ for an answer.
Inclusive –Airtel recognizes that it is in the business of serving diverse communities and it
necessitates to align employees to their diverse customer group in terms of working,
anticipating, adapting & delivering solutions enrich their lives.
Respectful – The company staff are always reminded of the fact that humility and honesty
are the necessary qualities for achieving mutual respect for customers and communities at
large, since any company exists in relation to these stakeholders and Airtel is not an
exception to the case.
HRM strategies at Airtel
Airtel strives to align its HR strategy with its corporate strategy. The HR team kept checking
to see if the organization teams had the attitude that would help realize the vision of the
company. The emphasis of the HR team has been aligning the corporate objectives with those
of the various groups objectives and individual objective of the company. The emphasis of
the company has been to recruit young people. The average age is just 26 years. The
company wanted to bring in young entrants and mould them as per the business organization
and at the same time, enhance their interaction and creativity . Senior management was
advised by the HR management to walk the talk. The employees were encouraged to put
forward their views openly and, at the same time, to play a more proactive role in team
building efforts. This was further augmented by a reward and recognition system coupled
with a strong training program. The motto behind the training programs was – “We let our
employee decide their training needs, and if the individual does not know what his training
needs are, then we don’t need him”
Specific HR Policies Adopted by Airtel
To augment the above HR strategy, the company has embarked on a series of innovative and
important HR policies with a view to integrate the business policies and strategies of the
company with those of people related companies.
Company with a view to derive competitive advantage through people and their development
have initiated the following HR policies :
Recruitment and selection
In Bharti Airtel, recruitment and selection policy seems to follow a system commonly found
in a corporate set up in the private sector. It starts with the manpower budgeting at the end of
the financial year, where the top management and the Head of the Departments (HODs) are
involved. Wherever there is a vacant position, the concerned manager requests for manpower
through Manpower Requisition Form (MRF). This has to be then approved by the GM-HR.
On approval the form is forwarded to the recruitment manager. The CVs are sourced using
various methods and initial screening takes place.
The shortlisted candidates are required to fill a format and mark the date of functional
interview. Once this is done, the shortlisted candidates are called for interview as per the
requirements (qualifications and experience of the candidate are matched with the
requirement). The functional interview is conducted by the function manager.
Once, the candidate is through this stage, he/she is scheduled for salary negotiations with the
HR. Once, all conditions are satisfied and an agreement is reached, the offer letter is issued
Talent management
As a part of development of talent pipeline, Airtel initiated two specific programs
(www.airtel.in):
a. Bharti Airtel Young Leader Program (BYLP) -This program is created with a view to
create a future pool pf business leaders drawn from premium business schools across the
country to instill a fresh and energetic outlook into the working of the organization. The
young leaders are provided with leadership inputs on periodic basis and an accelerated career
track, which would enable them to be a part of the higher level management positions, a
much needed initiative for effective succession planning within the company.
b. Technical Leaders Program - Bharti Airtel attracts and absorbs the finest talent from the
most prestigious technical campuses across India. The objective of the program is to create a
“future technology leadership pool” that will not only infuse fresh energy into the
organization, but also generate a constant stream of talent in order to deliver superior
business performance. A combination of technical training and on-the-job skill and knowhow
helps technical leaders understand different aspects of the department for smooth functional
role-play
Performance management At Airtel,
the HR team measures the individual’s performance linked to Organizational goals by giving
employees a feedback, rewarding them, based on their achievements against set performance
goals and required competencies and working out a plan for their development.
The method which Airtel follows for Appraisal is 180-degree. Performance Management
System (PMS) at Airtel includes, developing job descriptions, selecting appropriate people
with an appropriate selection process and providing effective orientation,education and
Training. Coaching and feedback is provided which is followed by compensation, recognition
and reward for people’s contributions. Promotional and career development opportunities for
staff are provided.
Leadership and other competencies of individuals are assessed and improved through various
workshops and training programs. Developmental gaps are identified during PMS and Self
Development Plans
Training and Development
(http://www.airtel.in/careers-files/learning-development.html)
Airtel allows the employees to identify their training needs. This motivates the employee to
achieve better results. The company offers ‘study while work’ programmes, leadership
development programs, general management programs, action-learning experiences,
feedback tools and development relationships.
The senior management interacts with the employees through open houses, employee forums
and help lines. Airtel in conjunction with some of the leading institutes across the world like,
Centre for Creative Leadership (CCL), INSEAD Business School, Indian School of Business
Hyderabad (ISB), Indian Institute of Management (Ahmadabad) has developed a suite of
customized programs to cater to the top talent in Junior, Middle and Senior management.
These programs cover leadership and general management skills and enable Airtel to manage
the careers of ambitious and talented employees while build an internal leadership pipeline.
The above programs envisage to develop the following competencies among Airtel
employees:
Achieving Business Success
 Displaying Entrepreneurial Spirit
 Empowering and Developing
 Delighting the Customer
 Winning with Others
Reward Management
Reward and Recognition Policy of Bharti Airtel is exclusive and it’s the most vital motivation
factor for the employees. The success of the rewards and recognition system at Airtel is
attributable to the following measures:
 The reward is matched to the person
 The reward is matched to the achievement
 The rewards are timely and specific
 Some of the areas that are rewarded at Airtel are – cost-saving suggestions, exceptional
customer service and the attainment of sales goals.
Employee Benefits at Airtel

An array of family friendly benefits has been designed for the employees:
Flexibility: Employees can opt for flexible work timings, to work from home, work from a
remote location, or work part time for specified periods of time.
Day care centre: A day care centre facility is provided within the
 flexibility office premises to support working parents.
Easy day: A Grocery shopping centre to help employees take care of their personal chores is
available at office.
Health and Fitness Centre: World-class fitness centre and spa facility in office.
 Concierge Desk: Small errands like bill payments, finding a plumber, etc.
Food Court: Cafeteria has a multi-cuisine food court that includes counters like Costa
Coffee, Banana Leaf and Healthy sip n bite. Fun@work: At Airtel, all achievements and
launches are celebrated with zest.
Sabbatical Policy: Employees can opt for leave of 6 months for personal reasons.
 Leave of up to one year may be applied for, to pursue higher education.
 ESOPs
Some of the growth benefits available are as follows:
 Career Progression: Based on the defined career paths, career discussions between
‘employee and manager’ help them chalk out employees’ career progression. The process
supports self-analysis of employees, keeping in mind their long-term and short-term career
plans. At Airtel, career growth is fuelled by opportunities that help employees diversify into
different functions of work. The opportunities available in all Strategic Business Units
(SBUs) across functions are internally advertised for employees to choose their growth
trajectory.
 Continuing Education Opportunities : The program offers a range of courses in General
Management, Human Resources, Marketing & Sales, Finance, IT, Networks and Supply
Chain from premier educational bodies and institutes.
Benefits for women include the following:
 Maternity/ postnatal benefits: Maternity leave may be extended up to 6 months. Employees
may also opt for flexible work options after joining back from maternity leave.
 Mentoring program: Designed for high potential middle management women employees,
the program involves mentor mentee sessions and flexible interactions to encourage a higher
ratio of women employees in the top management.
 Social & learning events focused on women’s interests: “Astitva, a celebration of
womanhood” organizes events such as senior leadership interactions, health awareness
programs, parenting workshops, etc.
Corporate Governance at Airtel Bharti
Airtel has a firm belief in maintaining transparency with a view to maximizing shareholder
value with a long-term basis. The company has, therefore, embarked on developing sound
policies and practices related to corporate governance for this purpose. The company’s
commitment towards compliance is backed up by an independent and fully informed Board,
comprehensive processes, policies and communication. Due attention is paid by the company
to ensure that various disclosures required are compiled in both ‘letter and spirit’ for effective
corporate governance.
Objective of Study
The objective behind this research project is to study about the telecommunication industry in
today‘s scenario to understand the marketing strategies which are used by Bharti airtel
limited to survive in highly competitive cell phone market and different services which are
offered by Bharti airtel limited. an overview of the Indian telecommunication market is
given, along with the growing GSM market and challenges before the CDMA market in
India. A brief introduction about Bharti airtel has been given covering all the services
provided by Bharti airtel.
It also includes Indian market study, Bharti Airtel Corporate study. Under this research
project following points about Bharti airtel are covered;
 Promotional strategy
 Market situation
 Competition situation
 Market Segmentation
 Positioning
 Pricing policy
RESEARCH METHODOLOGY
Methodology
The information required for this study obtained was basically through two sources.
Primary Data:
Primary Data has been gathered by a survey through a structured questionnaire. The Data has
been collected from 100 customers, through questionnaires, by using simple random
sampling. In addition interaction with the staff of Hero MotoCorp Ltd has
also given some information.
Data using personal interviewing techniques are collected through self-designed surveys. The
main data collection for his purpose should be done by judging sampling conversation
sampling.
Secondary Data:
Secondary Data comprises of information obtained from annual reports, brochures,

manuals websites etc
Data was collected from Web sites, going through records of the organization, Books,
Journals etc.
LIMITIATION OF THE STUDY
• The Research is limited to 6 weeks.

• Due to the time constraints, could not gather more information to justify exact
condition of the company.There were difficulties in obtaining data from executives
and managers due to their busy work schedule.
Research Design:
The study is conducted in a systematic procedure starting from selection of the topic to final
report preparation. The important part was to identify and collect data. They were classified,
analyzed, interpreted, and presented in a systematic way to find important points. The overall
process of the methodology followed in the study is explained further.
Sample Size:
In this research work, the data has retrieved from 50 employees sample sizes.
Sampling Method:
Survey was conducted through Questionnaires.
TOOLS OF ANALYSIS:
Data collected from sources is analyzed and interpreted systematically with the help of
statistical tools such as percentages.
CONCLUSION
Bharti Airtel is a public limited company commonly known as Airtel. It is an Indian telecom
company, which is currently operating its business across South Asia, Africa, and the
Channel Islands. It provides GSM in all the countries including 2G and 3G services. Due to
its operations in more than 18 countries, Airtel is currently known as the 3rd largest mobile
network operator across the globe with over a billion users and the 2nd largest mobile
network operator in India.
Bharti Airtel's Indian Customer Base, as of March 31, 2020, looked like this -
 283.7 million Mobile Services

 2.4 million homes
 16.6 million Digital TV Services
Along with being one of India’s largest integrated telecom providers in India, Airtel is
also famously ranked by Millward Brown and WPP plc in the first-ever Brandz ranking
as the most valuable brand. At the end of September 2020, Airtel had around 440 Mn
customers across its operations. It was known as the 3rd largest cellular service provider in
India after beating China Unicom with 303 million subscribers, when reported back in
August 2015.
Along with the telephony network that Airtel provides, where the company offers prepaid and
postpaid networks, it also offers broadband and DTH services for its customers. It also acts as
a carrier for national and international long distances communication services. The company
has a submarine cable landing station in Chennai which connects the submarine cable
between Chennai and Singapore. One of the other services provided by Airtel is the Airtel
Money (commerce platform in collaboration with Infosys).
Airtel is also hailed as the first Telco to launch Multiplex in Metaverse, a milestone it
achieved when it unveiled Metaverse multiplex on the PartyNite Metaverse platform,
which is the first Metaverse multiplex in India.
On this note, let's look at this StartupTalky Bharti Airtel company profile, which brings the
Airtel case study, competitions, Bharti Airtel subsidiaries, products, Airtel employees, Airtel
telecom founded in, Airtel net worth, hiring culture, policies, Airtel's history, Airtel's
customer base, achievements, and more.
BIBILOGRAPHY
WEBISTES ;-
1. www.airtel.in
2. www.digitalscholar.in
3. www.marketing91.com
4. www.mbaskool.com
5. www.academia.edu.com
6. www.barteby.com
7. www.projects4mba.com
8. www.247caseanalysis.com
9. www.porteranalysis.com
10. www.mysmartprice.com
11. www.Fernfortuniversity.com
Articles;-
1. Timesofindia.indiatimes.com
2. www.ibef.org
3. Economictimes.indiatimes.com
4. www.ndtv.com
5. Indianexpress.com
6. www.thehindu.com
7. www.forbes.com

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Bharti airtel Limited

For the award of the Degree of

Master of Business Administration

With specialization in human resources management and marketing

Submitted by: Kratika Sharma

Supervised by: Assistant Professor Ms. Nisha Choudhary

Name of Candidate: - Kratika Sharma

Rajasthan technical university

Subject: Submitting the Internship Report.

Enrollment no.:- 21M2RCXXF40P604

This is certify that kratika sharma bearing Enrolment No:-21M2RCXXF40P604. is a

Signature of Internal Guide Signature of HOD

The project report consists of detailed study of “MARKETING STRETEGIES OF AIRTEL”

RAJASTHAN TECHNICAL UNIVERSITY

Place: Jaipur Rajasthan

Student Name:- Kratika Sharma

Enrollment no. 21M2RCXXF40P604

Bharti Airtel Limited

Indus Towers Limited

S.NO TOPIC NAME PAGE NO

1. The brand airtel introduction 10

2. Introduction of Bharti airtel limited 10-11

3. Mission, vision, values of company 11-14

4. Services of Airtel and Close Competitors of Airtel 14-15

5. SWOT analysis of Bharti airtel 15-18

6. PESTEL analysis of Bharti airtel 18-22

7. Porter’s 5 forces analysis of Bharti airtel 22-25

8. Bharti airtel Services 25-28

9. Airtel’s Competitor Analysis 28-29

10. Promotional strategies of airtel 29-30

11. Airtel Company Analysis 33-33

12. Marketing strategies adopted by Bharti airtel 33-36

13. PLANS OF AIRTEL 36-37

14. SEGMENT WISE PERFORMANCE 37-39

15. INDIA‟S THREE HORSE TELECOM RACE IS SET TO 39-43

16. HRM strategies at Airtel 43-46

17. Objective of study 46-47

18. Research methodology 47-48

The Brand Airtel

Bharti Airtel Limited is a leading telecommunication company globally. Headquartered in

A large spectrum of products

Bharti Airtel Mission Statement

Close Competitors of Airtel

SWOT Analysis Of Airtel

SWOT analysis is a framework for analysing and identifying a company’s strengths,

3. Opportunities For Airtel

Airtel PESTLE Analysis

- Segregation of Political Responsibilities between Different Government Agencies – There

Economic Factors that Impact Bharti Airtel (A)

Technological Factors that Impact Bharti Airtel (A)

Legal Factors that Impact Bharti Airtel (A)

- Independence of Judiciary and Relative Influence of Government – The judiciary

Threat from competition

Bharti airtel Services

B2B SERVICES OF AIRTEL

Data and Application Based

Data Center based services

Cloud based services

Airtel Target audience

Airtel’s Competitor Analysis

Airtel Campaign & Digital Marketing Strategies