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Presented By:
Brand Audit of :
Dil jo chahe pass laye…
1
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.
It is one of India’s leading private sector providers of telecommunications services with
more than 110 million customers.
The businesses at Bharti Airtel have been structured into three individual strategic
business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise
Services.
Core values Empowering People - to do their best
Being Flexible - to adapt to the changing environment and evolving customer needs
Making it Happen - by striving to change the status quo, innovate
& energize new ideas with a strong passion & entrepreneurial spirit,
Openness and transparency - with an innate desire to do good
Creating Positive Impact – with a desire to create a meaningful difference in society.
INTRODUCTION
Mobile / Wireless Services
– 2G / 3G– Rural Market
Telemedia Services
– Fixed Line– Broadband– DTH
Enterprise Services
– Carrier– Corporate
Passive Infrastructure
– Bharti Infratel– Indus Tower
3
Integrated Telecom Company
TAGLINES OF BRAND
'Power to keep in Touch‘ (1995)
'Touch tomorrow‘ (1999)
'Live Every Moment' (2002)
'Express yourself‘ (2003)
Dil jo chahe pass laye…
Changing Commercials
5
Old New
Political Regulations Political Opposition to participation by the private players Govt support to promote FDI in Telecom
sector Banning of Phone Use in Certain
Circumstances
Technology Equipped with New Technology Rapid Industrial growth rate
induced by emerging technologies.
Strong Fibre Optic Network Utiilization of E- Commerce
facilities Efficient Customer Care
Services
Socio-Cultural High End Phones becoming
status symbol Due to Intimate family bonding
in Indian Culture, there is need to remain connected Tech Savvy Generation
Economic Cost of calls Being Driven Down Worldwide Recession- Both Boon & Bane Middle class consumer base growing due
to accelerated economic growth Untapped markets in emerging
Economies - New Opportunity
PEST ANALYSIS- EXTERNAL ANALYSIS
SUBSCRIBERS ANALYSIS
2005 2006 2007 2008 2009 2010 40544
CDMA 11.15 20.95 44.61 68.37 94.5 105.67 206.94
GSM 41.07 68.19 120.47 192.7 291.26 478.68 564.24
TOTAL 52.22 89.14 165.08 261.07 385.76 584.349999999998
771.180000000001
50150250350450550650750850
Total wireless subscribers (in million)
Su
bsc
rib
ers
(in
million
)
7
SUBSCRIBERS ANALYSIS
2007-08 2008-09 2009-10 Dec-10 Jan-11
TOTAL 192.7 291.26 478.68 526.65 564.24
AIRTEL 61.98 93.92 127.62 152.49 155.79
50
150
250
350
450
550
Bharti Airtel GSM Subscribers (in millions)
Su
bsc
rib
ers
(in
million
)
8
Contd…..
9
10
30
50
70
90
110
130
Bharti Airtel Rural Wireless Subcribers(in millions)
Su
bscri
be
rs (
in m
illi
on
s)
Contd…..
75%150 million
21%43 Million
4%7 Million
Overall Bharti Airtel Subscriber Base
IndiaAfricaSrilanka &Bangladesh
10
SWOT ANALYSIS
Strengths:
• Excellent Marketing.
• Good Plans and Services
• Wide customer base.
• Successful introduction of 3G.
• Tie ups with foreign companies to improve
operations & to go global.
• Good brand equity.
• Good distribution network.
11
Contd…..
Weakness:
• Improper customer service.
• Customer complaint rates are high according to
TRAI.
• Improper implementation of Re-branding strategy.
2008-09 2009-10 Dec-10
Customer Complaints 773 1736 1062
100
300
500
700
900
1100
1300
1500
1700
1900
Customer Complaints
12
Contd…..
Opportunities:
• Bharti Infratel – Cutting Down cost in Rural
area
• Match Box Strategy – Scale of Penetration
• Current Tele-Density – 30.6 is still low among
developing countries
• Low Broadband Penetration, Rural
Telephoney
13
Contd…..
Threat:
• Introduction of Mobile number portability
(MNP).
• Price competition from Vodafone and Idea.
• India centric – Major revenues from India
14
50%
36%
14%
Bharti Airtel
Subscriber In
Subscriber Out
Net Addition
BCG MATRIX Stars ?
Cows Dogs • Fixed Line Services
Market ShareLOWHIGH
Mark
et
Gro
wth
R
ate
HIG
HLO
W
Mobile Services
DTH & IPTV
Broad Band
3 G Services
ANSOFF MATRIX
16
PRO
DU
CT R
ANG
E
N
arro
w
Bro
ad
NATIONAL GLOBALGEOGRAPHICAL SCOPE
BSNL, MTNL
15.00 %
Other – 5%
Airtel 25%
10 %
Reliance 18%
Vodafone 17%
TATA 9.3%IDEA 9.6%
VIRGIN -0.5%
Strategic Group Analysis
GE MATRIX
18
Mar
ket A
ttra
ctive
ness
Strong Medium Weak
Low
Med
ium
Hig
hBusiness Strength
5.00 1.002.333.67
5.00
3.67
2.33
Factors Weight Rating(1 –5)
Value =(Weight * Rating)
Resource availability 0.20 3.5 0.7
Overall market size 0.15 4 0.6
Annual Market growth rate
0.20 4 0.8
Profitability 0.15 4 0.6
Competitive intensity 0.10 4 0.4
Technological requirements
0.20 4.5 0.9
Total 1.0 4.0
Factors Underlying Market Attractiveness
19GROUP 7
GE MATRIX
Factors Weight Rating(1 –5)
Value =(Weight * Rating)
Market share 0.15 5 0.75
New product development
0.10 3.5 0.35
Brand Image 0.10 4 0.40
Sales force 0.15 3 0.45
Pricing 0.15 3 0.45
Distribution capacity 0.10 4.5 0.45
Product quality 0.10 4.5 0.45
R&D Performance 0.15 3 0.45
Total 1.0 3.75
Factors Underlying Market/Biz Strength
20
GE MATRIX
Airtel’s GE Matrix
Business Strengths
Mar
ket
Att
ract
iven
ess
Low
High
LowHigh
Attractive
Moderate Attractive
Unattractive
Mobile Airtel
TeleMedia
5.00 1.002.333.67
5.00
3.67
2.33
Enterprise
21
GE MATRIX
REBRANDING ANALYSIS
Reasons of Re-Branding:
• To go Global.
• Strong consumer base over 200 million worldwide.
• Operating in 19 countries
22
REBRANDING ANALYSIS
+ =
+ =
23
MARKET SHARE ANALYSIS
2009-10 Jan-11
Market Share 29.29 27.61
26.75
27.25
27.75
28.25
28.75
29.25
Bharti Airtel GSM Market Share (in %)
Mark
et
Share
(in
%)
24
2009 March 2010 March
Market Share 26.46 25.19
24.75
25.25
25.75
26.25
26.75
Bharti Airtel Market Share in Rural Wireless (in %)
Mark
et
Sh
are
(in
%)
Contd…
25
BRAND PERSONALITY MODEL : AAKER
26
Sincerity Honest Cheerful Excitement Spirited Imaginative Competence Intelligent Successful Sophistication Upper-class Charming
PERSONALITY TRAITS
27
28
Brand Satisfaction is established only by the experiences that customers
have, across each of the brand’s touch-points, over the course of time.
A minority in the “Excellent” category and a one-third majority in the “Not
Satisfactory” category lead us to conclude that more of Airtel’s customer
base is disgruntled with it than delighted.
7%
27%
30%
37%
Excellent GoodSatisfactory Not Satisfactory
Brand Satisfaction
29
It is a comprehensive concept, which includes all the tangible and
intangible traits of a brand, say beliefs, values, prejudices, features,
interests, and heritage. A brand personality makes it unique.
Brand personality is seen as a valuable factor in increasing brand
engagement and brand attachment, in much the same way as people
relate and bind to other people.
Brand Personality
40%
10%
23%
27%Strong NetworkCustomer ServiceInnovative SchemesValue Added Services
30
JAIDEEP
Opportunities for Airtel A static brand can quickly become irrelevant.
But brand innovation also has its risks. Brand innovation can take place internally
through research & development or it could occur externally by understanding the opportunities that are being created due to increased competition and an informed consumer.
A brand has to continually scout for opportunities to better itself and its perception among the consumers of its product.
Opportunities for Airtel Brand opportunity can be gauged by
understanding consumer behavior. One needs to understand what is pulling a
consumer away from your brand and what feature about your brand is underperforming to have the same effect – pulling the consumer away from your brand.
40%
20%7%
23%
10%
Value for Money
Coverage and Quality
Switching costs
Schemes and Benefits
Others
The reasons why people are with their current telecom service providers
10%
53%
17%
13% 7%
Coverage & Voice Clarity Customer Service QualityPricing SchemesOthers
Shows which features of Airtel brand promise are underperforming to create
a negative perception of the brand.
35
Brand loyalty, in marketing, consists of a consumer's commitment to
repurchase or otherwise continue using the brand and can be
demonstrated by repeated buying of a product or service or other positive
behaviors such as word of mouth advocacy.
With a majority 63% of respondents saying they will not recommend Airtel
to anyone else, it is a very worrying statistic
Brand Loyalty
37%
63%
Yes No
CONCLUSION
Factors in favour:
Bharti Airtel has maintained its market share in telecom
industry both in the rural as well as in urban and semi-urban
areas and still they are No.1 in the telecom industry.
Bharti Airtel has successfully introduced 3G through its wide
distribution network, and they are trying to retain back their
customers through its products at the attractive prices.
36
Factors in against:
Bharti Airtel’s rebranding strategy was not as effective
as it has to be, as customers are not getting familiar with
the logo.
Maximum customer complaints has resulted loss of
3.2lakh customers after introduction of MNP (Mobile
Number Portability).
Contd..
37
Airtel…Dil jo chahe pass laye…
THANK Y U
38
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