(2012). 741-742). The company can find 2.Strong brand name. Tele-media services fixed-line services are dogs since there is a phenomenal decrease in the services in the industry as a whole. Market segmentation surveys are common methods of obtaining the customer-specific The market potential includes Now let us take a deeper dive into Airtels own digital marketing and campaign strategy. The red colour indicates Airtels strong content and quick response to the actions of its competitors on social media handles is something that makes it unique. As circumstances, capabilities, threats, and strategies change, the dynamics of a competitive environment may not be revealed in a single matrix. uncontrollable negative e-WOM remains there. Your email address will not be published. campaign like Har Ek friend Jaruri hota hai/ Jo tera hai wo mera hai to target Gen Z and recently launched campaign of one touch internet targeting Gen X & baby boomers. However, the pull strategy will require the development of a prestigious brand image that could attract The Smartphone that works, Indians first 4G network and #expressyourself; has proved their obsession to win customers through an exceptional experience. can fill. Zablocki, A., Schlegelmilch, B., & Schant, E. (2017, May). The comparison of their communication and messaging strategy with competitors will reveal the potential areas that 100/Day. |. long-term survival in an increasingly complex and competitive customer market. The research study will mainly discuss different factors relating to the competitive advantage. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. University Press, USA. information obtained from cost structure analysis to develop cost advantage. As an organisation grows bigger in scale, it has to deal with controversies and Airtel is no exception. A competitive advantage denotes the ability of a business, product or service that allows it to have more market presence, same value at lower prices, more profit, and superior margins than its competitors. There are interrelationships among the key internal and external factors that SWOT does not reveal that may be important in devising strategies. The marketing of the products left a lot to be desired. by adopting product, service, quality, image, people or innovation differentiation. Innovation strategy provides a clear direction and focuses the effort of the entire organization on a common innovation goal. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Airtel has a competitive advantage mainly because of its rich brand heritage and its early entry into the telecom market. airtel's connectivity and dr solution enabled up police in their efforts to become more responsive and agile in providing safety and security to over 200 million citizens in 700 cities and 100,000 villages across the state. Airtel has done several such campaigns with taglines like Sab Kuch Karo, Fir Sahi Chuno. players and strengthen the company's bargaining power against other channel members. 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. Bharti Airtel Limited being in the forefront in offering 2G and 3G telecom services in India and by enhancing its market share across the country, became the largest mobile phone operator in India by 2009-10. Through the company's diverse sources of revenue, Disney has been able to keep its financial position stable. Innovative strategy. positioning statement that could create a positive image of the offered product in the customers' mind. There are gaps in the product range sold by the company. Shaw, E. H. (2012). customers. The current asset ratio and liquid asset ratios suggest that the company can use the cash more efficiently than what it is doing at present. Sustainable Competitive Advantage Airtel developed a sustainable advantage through its excellent network of telecom towers. An investment of 600,000 Mn, the largest by a private sector company in India, was announced. market share is low despite the high growth rate. Under the primary activities, the main activities which give Bharti Airtel a competitive edge are: Marketing Services Input Operations Output & Sales Operation Develop and Coverage area Licenses expand the Broad Strong SIM of each airtel infrastructure Band distribution outlet Does airtel is linked with velocity organisation or amit baid in any manner???? The race to dominate 5G space has begun worldwide and India is no exception. the Marketing Strategy of Airtel. (Age, gender, income and social Develop the brand identity by building brand salience/awareness. suppliers. This brand portfolio can be extremely useful if the organization wants to expand into new product categories. Right now the investment in technologies is not at par with the vision of the company. Opening up of new markets because of government agreement the adoption of new technology standard and government free trade agreement has provided Airtel an opportunity to enter a new emerging market. 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. Airtel should carefully evaluate the customers perceptions of product quality as these perceptions influence There are five steps Airtel can follow to It can be done by evaluating the Complaints can be lodged for poor service. It has then taken on to become the torch-bearer of the telecom industry in India. If you wish to be in touch, drop your details in the comment section, we will get back to you. One of the reason why the days inventory is high compare to its competitors is that Airtel is not very good at demand forecasting thus end up keeping higher inventory both in-house and in channel. Porter (1960) identified two basic types of competitive advantage; Cost advantage and differentiation advantage. (2018). Worst Airtel customer service, which is the reason, customers are shifting to other market players. 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. Imitation of the counterfeit and low quality product is also a threat to Airtels product especially in the emerging markets and low income markets. First, it is important to note that the company can enter the new market by acquiring the weak telephony companies within the Kenyan market segment. The targeting can be done by evaluating the commercial attractiveness and growth potential of identified segments. Lastly, products with low growth and low market share are dogs Airtel should divest as it is difficult to Adaptability. These (pp. These offerings are obviously part of the strategy to give Airtel competitive advantage. Certain online retailers like Amazon are available if online distribution strategy is chosen. Up the stack, that is. This growth. channel and comparison with own resources and capabilities will help Airtel develop an effective distribution No regular supply of innovative products Over the years the company has developed numerous products but those are often response to the development by other players. 3. This lack of choice can give a new competitor a foothold in the market. The Airtel is one of the leading firms in its industry. How different is your offering from competitors? dogs will be a cause of concern for Airtel. We believe these are the five factors which have worked in the telco's favour. The most familiar dimension distinguishes between offensive and defensive tactics. An organization can analyze, identify, and develop competitive advantages using tools such as Porters Five . 399 plan from Airtel offers 84GB high-speed 4G data, with 1GB data per day. Send your data or let us do the research. The company should also conduct behavioural analysis to identify the psychographic profiles. Airtel can combine the different segmentation strategies for more specific targeting as explained in the next strength is made available to customers. Secondly the supply of new products is not regular thus leading to high and low swings in the sales number over period of time. The key to this successful approach is in its . Lastly, focus on building- behavioural loyalty, sense of community, attitudinal attachment and active engagement Although, the analysis of Airtel Airtel's competitive advantage strategies highlight cost leadership as the main strategy, the company also uses the differentiation strategy along with cost leadership to set the basis for sustainable competitive advantage in the intensely competitive global consumer market. Airtel have 4 SBUs (Strategic business unit) which occupies different places in BCG matrix namely. potential customers and considers upper demand limit. 1.2 Pricing The market development will lead to dilution of competitors advantage and enable Airtel to increase its competitiveness compare to the other competitors. It's estimated that by 2023 there would be 5.03 billion active smartphone users worldwide, and 43% of those would be using 5G-ready devices. Superb Performance in New Markets Airtel has built expertise at entering new markets and making success of them. February 16, 2018 By Hitesh Bhasin Tagged With: Strategies. strength of the brand that reflects the brand equity. It also has international business holdings across Africa, Bangladesh, Sri Lanka, and the Channel Islands. This information will help Airtel develop customer Positive perceptions reflect the high brand value and positive brand equity, while negative perceptions reflect Develop Cost Leadership. International Marketing Review, 32(1), 78-102. attitudes, values and traits. Being the torchbearer of the telecom industry in India it has reshaped the telecom industry over the years. It is mainly of three types- comparative advantage, cost advantage, and differentiation advantage. The choice of skimming strategy will require clear communication of differentiation basis and how such We mainly analyze the trend of the ad creative category of Airtel Xstream in the recent period. It represent a great opportunity for Airtel to drive home its advantage in new technology and gain market share in the new product category. Products with low growth but high market share are cash cows that need to be milked for continuous good After changing its logo it has repositioned itself as Young, Energetic & International brand. Thank you for your email subscription. with customers, develop a personalised relationship and manage e-WOM to get better results. Airtel mainly targets people in the age group of 15-25 and elderlies by using different campaigns. It leads to a 2X2 matrix also called SWOT Matrix. products. management in identifying the emerging opportunities, exposing the potential threats and understanding how they relate to develop brand resonance that sits on pyramid top. sustainable competitive advantage, marketing strategy, and corporate image. New customers from online channel Over the past few years the company has invested vast sum of money into the online platform. Lets have a look at one of them . 3.Good brand visibility and advertising. Although the company has worked immensely on Twitter, it has been in controversies due to several factors including political, religious, and rivalry-clash. 0% found this document useful, Mark this document as useful, 0% found this document not useful, Mark this document as not useful, Save 334055134 AIRTEL Marketing Project For Later, is an Indian global telecommunications services company that is based in New, Delhi, India. Bharti Airtel Limited is a major Indian telecommunications firm, with a particular focus on operating in the mobile services market. Differentiation strategy. size, such as- financial data of industrys major players, government data, customer surveys, published industry reports and trade association data. These conditions allow the . Bharti Airtel, commonly known as Airtel, is a telecom giant and second-largest in India in terms of the number of subscribers. Springer, Cham. Academic writing has no room for errors and mistakes. like usage frequency, benefits sought, usage occasions and brand loyalty. Journal of Business Research, 65(11), Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their The brand is positioned as the smartphone network in a market where WhatsApp calls (active mobile internet . It can be attitudinal (customers The promotional strategies like direct selling or high profile advertising will suit if the company wants to push Firstly, clearly define the target market. This multibillion-dollar company is based in California, America. The pricing 1 Month. We at IIDE work to create practical and business-driven solutions to tackle challenges. Founded in 1995, the company quickly tried to exploit growth opportunities arising from the liberalization of Indian telecommunication markets. Strengths are the Airtel Bharti capabilities and resources that it can leverage to build a sustainable competitive advantage in the marketplace. Segmenting Targeting and Positioning in Global Markets. commonly called buying criteria. effective Marketing Strategy. Identify the strengths/weaknesses of business by comparing with competitors to find that gaps that offered product associations. like- gender, age, income and ethnicity. Tactics are maneuvers a business uses in combat with its rivals to address threats and help ensure that a firm's broader strategy is carried out successfully. Detailed SWOT Analysis of Bharti Airtel Strength 1. Airtel has targeted the generation Z of 15-25 ages, generation X & baby Boomers by using different campaigns over the period of time i.e. Airtel can extrapolate the historical data to determine the market growth rate. Yet with Airtels 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. Its is the top ranked telecom service provider in India and is. Identified segments have the appropriate size. As of 2021-02-04, among the Airtel Xstream's ad creative, the Html category's proportion is 0.0%, Video category's proportion is 100.0%, Playable Ads category's proportion is 0.0%, Image category's proportion is 0.0%, Carousel category's proportion is 0.0%. due to Network & customer service issue. Your email address will not be published. Schlegelmilch, B. In light of Keller brand equity model (shared above), the Airtel can take the following steps to develop the Based on these platforms, we are cultivating our managers, developing new . Whether the distribution will be direct (involving no middlemen), or indirect. Below are the Strengths in the SWOT Analysis of MTN : 1.Support sales activities by understanding customer's business. In Academy of Marketing Science Annual Conference (pp. different media channels. The training was conducted in Bharti Airtel Limited Siwan, BIHAR .This is a Marketing . 5. Decreasing cost of transportation because of lower shipping prices can also bring down the cost of Airtels products thus providing an opportunity to the company - either to boost its profitability or pass on the benefits to the customers to gain market share. by Aditya Shastri | Case Studies, Marketing Strategies | 0 comments. Through this portal, customers can have towers erected in the vicinity of their location, Airtel plans to invest in Self Optimizing Networks(SON) for automatic network optimization, geo spatial, network tools for targeted network planning, capacity enhancements, Customer Experience Management, (CEM) as well as software defined networks that will dramatically improve customer experience. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Consider the AIDA (awareness, interest, desire, action) when developing the message. Project Leap will enable Airtel to take a decisive lead in delivering a differentiated customer experience. 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. Below the line promotion options are- catalogues, tradeshows and direct Identify and communicate the meaning of Airtel brand. industry average and achieve the economies of scale. to the companys major strengths and weaknesses. Strategic Direction, 26(9). If you have BIG dreams to score BIG, think out propositions (USPs). gender, family, age, location etc. All the above Airtel postpaid plans come with different Airtel Thanks Rewards depending on the plan you choose. The high buyer power will indicators: After segmenting the customer market and choosing the right target market, Airtel now requires to set a clear The partnership has so far proven successful, which both Orange and Airtel using Safaricom's competitive advantage to serve their subscribers while allowing Safaricom to generate revenues, a mutually beneficial relationship. processes, using lean production methods and strong bargaining position when negotiating with suppliers are some With the formation of Indus tower & partnering with Idea & Vodafone for Indian Operations, Airtel has extended its infrastructure in the extreme parts of the country for nationwide penetration, creating competitive edge over other players in terms of low operational cost, better network connectivity, coverage, low call drops & better customer service. academic writing services at least once in their lifetime! SWOT is a static assessment - analysis of status quo with few prospective changes. The data Airtel developed a sustainable advantage through its excellent network of telecom towers. Chat with us following brand equity components: Brand awareness provides the basis for brand equity development process. promotional alternatives. loyalty programs are expensive, it will benefit Airtel be reducing the costs of acquiring new customers. and qualitatively assessing the customer market. Mittal's company reported a record loss last fiscal year, while a shock court order to pay $3 billion in back fees forced the operator to raise capital. This tune went on to, history. strengths and weaknesses of their products with their product offerings. As of 2021-03-16, among the My Airtel's ad creative, the Html category's proportion is 0.0%, Video category's proportion is 100.0%, Playable Ads category's proportion is 0.0%, Image category's proportion is 0.0%, Carousel category's proportion is 0.0%. performance. Airtel can use Porters value chain model (as given below) to determine the industrys cost structure. on multifaceted factors- like: By using the segmentation technique, Airtel can narrow down the large, diversified target audience into specific Starting just $19. The customer analysis should offer information about how the needs and expectations of different groups differ Need more investment in new technologies. In the marketing book (pp. Airtel should develop unique What is Airtel future expansion opportunities and its Global Networking benefits. Operational effectiveness strategy. Also Airtel has shifted from a technological brand to a communication brand through its continuous evolving branding & marketing efforts. explained in detail in the next section). This project is done for the partial fulfillment of my curriculum of full time PGDM program (2008-2010). Handbuch Markenfhrung, 1-32. Evaluate the competitors strategies by collecting information from shareholder reports, white papers, press and cannot be used for research or reference purposes. Unless Airtel manages to offer faster and broader connectivity . A sustainable competitive advantage is a long-term benefit a brand has over its competition, usually because of a specific unique quality of the product, service or company. The promotional plan of Airtel Marketing Strategy requires the company to consider the following factors: The development of effective marketing mix strategies depends on Airtels knowledge of its potential customer Rs. Marketing Management, 34(1-2), 63-70. positioning statement and periodically test its effectiveness by collecting qualitative and quantitative data (like positively influences profitability and indicates Airtel has a strong position during the negotiation process with Airtel has been undertaking transformative initiatives that have the potential to make a positive impact on society and contribute to development. Collect the following target market information- who will buy the product? A recently published report by Open Signal states that Airtel topped in gaming experience which was prominently seen in the covid-19 lockdown. Airtel has also introduced its banking in 2017 Airtel Payments Bank, Indias first payments bank aims to take digital banking services to the unbanked over their mobile phones quickly and efficiently which contributes to the Governments vision of Digital India and Financial Inclusion. Competitive advantages are conditions that allow a company or country to produce a good or service at a lower price or in a more desirable fashion for customers. Airtel can take information from different sources to accurately determine the market Khan, M. T. (2014). (a) In cost focus a firm seeks a cost advantage in its target . Did You Know Airtel was founded in 1995 and is known to be one of the oldest providers of telecom services in India. High-speed broadband which is question mark since it has best in class network with 126,357Rkm of fibre laid down but still they have presence in only 87 metros & tier-1 city further investment can increase their market share & will help it to move to stars. How it serves the customers tangible needs the product. In many locations, newer entrants found it cheaper to rent Airtel's existing infrastructure rather than setup new towers.Also spending extensively on advertising & promotions helped it to become a market leader. Certain capabilities or factors of an organization can be both a strength and weakness at the same time. Ability to produce and sell at a lower cost (known as cost leadership) Brand and reputation. The key to build the sustainable competitive advantage is to have organizational capabilities, expertise, and structure to exploit the resources. In 2010, the company rebranded itself with a new logo(, celebrities Shah Rukh Khan, Kareena Kapoor, and Saif, Today, the company offers various products such as 2G, 3G and 4, Internet, Fixed line telephony and DTH services. competitors. what are the disadvantages of Airtel as a business? reproduction, or any misuse in any manner. Copyright 2022 Marketing91 All Rights Reserved, Marketing strategy of Airtel Airtel marketing strategy, Tele-media services fixed-line services. M. E. Porter, Competitive Strategy(New York: Free Press, 1980), A. D. Chandler, Strategy and Structure (Cambridge, Mass. The needs, expectations and buying behaviour of customers are heterogeneous and depend As suggested by Michael Porter in 1985, competitive advantage theory is concerned with a competitive advantage within one's organization. not only due to direct interaction with the brand, but also the indirect interaction with different environmental Bharti Airtels new campaign named pen to Question highlights its aim to resolve queries of every single customer, learn quickly from failures and ensure they dont get repeated. Identify the director competitors and create a list of it. However, with intensifying competition and the resulting decline in average revenue per user (ARPU), the company was looking for opportunities to further consolidate its leadership position. Telecom executives eyeing opportunities in industry services should look critically at connectivity and life cycle management. Lead Trainer & Head of Learning & Development at IIDE, Leads the Learning & Development segment at IIDE. Only Indian operator, with VSNL, that has an international submarine cable 4. Difference between the price charged by Airtel due to its brand name and price charged by similar unbranded New technologies developed by the competitor or market disruptor could be a serious threat to the industry in medium to long term future. Competitive advantage plays a key role in business success, but not all companies know how to gain a competitive advantage and differentiate themselves in the current extremely competitive, or even cutthroat, market.. To build an edge over the competition, leaders need to be cognizant of competitors' behavior and industry structure to be able to build sustainable value for customers. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Marketing91 is a free resource site for Business and Marketing students and professionals. From tele-density of just 18.3 % in FY07 to 75.2 FY14 (DOT data), industry has seen a high growth momentum. management's ability to communicate the identified unique selling propositions. Hi, I am an MBA and the CEO of Marketing91. Contact Us Email: Airtel.partner@airtel.com Contact No. Segmentation, targeting, positioningin the Marketing strategy of Airtel, Competitive advantage in the Marketing strategy of Airtel , BCG Matrix in the Marketing strategy of Airtel-, Distribution strategy in the Marketing strategy of Airtel , Brand equity in the Marketing strategy of Airtel , Competitive analysis in the Marketing strategy of Airtel, Market analysis in the Marketing strategy of Airtel , Customer analysis in the Marketing strategy of Airtel , Marketing Strategy of Reliance Industries Limited, Marketing Strategy of Air India Air India Marketing Strategy, Marketing strategy of Coca cola Coca cola marketing strategy, Marketing Strategy of Apple Inc Apple Marketing Strategy, Marketing strategy of Aquaguard Aquaguard marketing strategy, Marketing Strategy of Tommy Hilfiger Tommy Hilfiger Marketing Strategy, Marketing strategy of Amazon Amazon marketing strategy, Marketing Strategy of China Mobile China Mobile Marketing Strategy, Marketing Strategy of Huawei Huawei Marketing Strategy, Economic Utility Definition, Types, Benefits, Economic Value Definition, Methods, Formula, Duty of Care Definition, Role and Examples, Economic Value Added (EVA) Definition, Steps and Calculation.
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