Marketing Strategy Airtel
Marketing Strategy Comparison AirTel & Hutch
Rahul, Priyanka, Zardar, Rashmi Indian Institute of Planning & Management Ahmedabad
Project Introduction
“…Telecoms are rolling out like never before. And that 100-million mark doesn't look too far away. The mobile subscriber base crossed 65 million in September 2005, an over-30 per cent increase over the previous year…”
Project Introduction Cont’d…
• Indian Cellular Industry will touch $24 billion by the end of 2006. • Airtel (22 per cent market share, over 15 million mobile subscribers, source: Cellular Operators Association of India) witnessed its highest-ever net addition of 1.8 million mobile customers in a single quarter.
Project Introduction Cont’d…
• Hutch, with over 10 million subscribers (15 per cent market share) may be No. 4 (behind Reliance and BSNL) at present, but it has the highest average revenue per user.
AirTel Marketing Strategy
Business Process Management
Process Innovations and Continuous Improvement through People Involvement Problem Investigation by "Fact Based - Root Cause Analysis"
Cont’d…
Customer-Defined Business Processes
Based on Customer Specifications, AirTel have webbed many business processes on the following concepts: Delivery time Turn around time Lead-time Time to market Other performance indicators
AirTel Marketing Strategy Cont’d…
Result Oriented Approach
Each process has been designed by first planning the desired result. The targeted results are then arrived at through identification of the following: The next-customer and end-customer expectations. Quantifiable purpose of the process and key result areas. Past experience of "What went wrong and can go wrong".
AirTel Marketing Strategy Cont’d…
Naturally, the target customer was clearly defined: elite, up market professionals and entrepreneurs. "We positioned AirTel as an aspirational and lifestyle brand, in a way that trivialized the price in the mind of the consumer. It was pitched
Rahul, Priyanka, Zardar, Rashmi Indian Institute of Planning & Management Ahmedabad
Project Introduction
“…Telecoms are rolling out like never before. And that 100-million mark doesn't look too far away. The mobile subscriber base crossed 65 million in September 2005, an over-30 per cent increase over the previous year…”
Project Introduction Cont’d…
• Indian Cellular Industry will touch $24 billion by the end of 2006. • Airtel (22 per cent market share, over 15 million mobile subscribers, source: Cellular Operators Association of India) witnessed its highest-ever net addition of 1.8 million mobile customers in a single quarter.
Project Introduction Cont’d…
• Hutch, with over 10 million subscribers (15 per cent market share) may be No. 4 (behind Reliance and BSNL) at present, but it has the highest average revenue per user.
AirTel Marketing Strategy
Business Process Management
Process Innovations and Continuous Improvement through People Involvement Problem Investigation by "Fact Based - Root Cause Analysis"
Cont’d…
Customer-Defined Business Processes
Based on Customer Specifications, AirTel have webbed many business processes on the following concepts: Delivery time Turn around time Lead-time Time to market Other performance indicators
AirTel Marketing Strategy Cont’d…
Result Oriented Approach
Each process has been designed by first planning the desired result. The targeted results are then arrived at through identification of the following: The next-customer and end-customer expectations. Quantifiable purpose of the process and key result areas. Past experience of "What went wrong and can go wrong".
AirTel Marketing Strategy Cont’d…
Naturally, the target customer was clearly defined: elite, up market professionals and entrepreneurs. "We positioned AirTel as an aspirational and lifestyle brand, in a way that trivialized the price in the mind of the consumer. It was pitched