TELECOMMUNICATION INDUSTRY
Presented by:
Ashok Sharma
India joins the 100-m mobile club
India has the fifth largest
subscriber base in the world
China has the highest number of mobile users
with 404 million subscribers
The US with 185 million, Japan with 150 million
and Russia with 140 million mobile users
Germany, Italy, the UK and Brazil are the
countries behind India in the top-10 list
India is the fastest growing market in terms of
percentage growth rate,
India is the second fastest in terms of absolute
numbers with 4 million new users being added
every month, next to China only
Target of reaching 500 million telephone
subscribers by 2010.
The ethos of change and the trends
emerging
Geographical barriers are diminishing everyday.
Convergence in technologies, services and
products.
The key differentiator for business success will be
the relationship with stakeholders - with an
emphasis on employees and customer
Telecommunication infrastructure will define a
nations knowledge resource.
BACKGROUND OF
Bharti Airtel Limited is one of India‟s leading private sector providers of
telecommunications services with an aggregate of over 22.07 million
customers as of end of April „06, consisting of more than 20.68 million
mobile customers. The company was the first private operator to provide
mobile services in all the 23 circles in India. The company also provides
telephone services and Internet access over DSL in 15 circles. The company
complements its mobile, broadband & telephone services with national and
international long distance services. The company also has a submarine
cable landing station at Chennai, which connects the submarine cable
connecting Chennai and Singapore. The company is a part of the
consortium, which jointly owns and has developed the next generation
undersea cable system SEA-ME-WE-4. The company provides reliable end-
to-end data and enterprise services to the corporate customers by
leveraging its nationwide fiber optic backbone, last mile connectivity in
fixed-line and mobile circles, VSATs, ISP and international bandwidth access
through the gateways and landing station.
VISION
“To be globally admired for telecom
services that delight customers”
MISSION
Customer service focus
Empowered employees
Innovative services
Cost efficiency
BACKGROUND OF
Recent Highlights 2005-2006
New structure created to take forward the corporate vision of making
Airtel the most admired brand by 2010
Manoj Kohli to be the President Of Bharti Airtel
Joint Presidents appointed for three independent SBUs – K Krishnan
(Broadband & Telephone Services); Vinod Sawhny (Enterprise Services)
and Sanjay Kapoor (Mobility)
Airtel Management Board Chaired by Manoj Kohli to consist of three Joint
Presidents and Sarvjit Dhillon (Director -Finance & Business Integration), Jai
Menon (Director IT & Innovation), Hemant Sachdev (Director, Marketing &
Communication), Don Price (Director, Networks) for Bharti Airtel.
.
New corporate brand philosophy
"It's about an energized team
It's about initiatives that build the future.
It's about speed of response by getting there first.
It's about working together as one.
Reaching out. Touching. Communicating.
Building telecom. Building partnerships.
To build a better world."
.
BACKGROUND OF
Hutch is the brand name of Hutchison Essar. It
established its presence in India in 1994 and was one
of the first cellular providers in the city of Mumbai.
Over time it has expanded operations across the
country and is one of the most respected cellular
service providers known for providing world class and
innovative class services. Hutchison Essar Limited,
with about 14.5 million subscribers after the BPL
Mobile Cellular Limited acquisition, is one of the most
reputed telecom companies in India.
VISION
“To be the best in the business &
also in customer satisfaction”
MISSION
Best coverage
Ultimate customer satisfaction
Continuous product up gradation
CONCEPT
MARKETING CONCEPTS
Adapting & handling Adapting & responding to
changes change
Communicating & Communication skills
presenting
Planning & process Cross functional orientation
orientation
Analyzing & decision Analyzing
making
Customer focus, quality Customer service orientation
& service
Team leadership Team work
Achieving Goals Goal achievement,
accountability,initiative
MARKETING VALUES
Matching Demand to Matching Supply to
Supply demand
Just in Time Marketing Just in Case Marketing
Consumer win win Selling the ingredient
approach
Stimulus response
Customer first thinking
Guess work
Market creation
Transaction focus
Trust & empathy
MARKETING PROCESS
& COMMU NICATION
INTERACTIVE INTERACTIVE
Point of need
Direct mail
Communication E-mail
Personalization
One to one marketing
Interactive
Closing the loop
Conversations
MARKETING PROCESS
MARKETING PROCESS &
& COMMUNICATION
COMMU NICATION
BROADCAST BROADCAST
Brand as value Brand as Function
Brand as trust Advertisement (print & electronic)
Location Point of scale
Promotion
Independence
Sponsorship
Immediacy
Banner, bill-boards
Push marketing
MARKETING PROCESS
Variation Core Process
Internal customer satisfaction Customer Satisfaction &
score Measurement
% Review from new New Product/Market/Review
product/data. Stream
Service level & Grade of Service Provisionary
service Network Management
Voice quality Selling & Collection
Cost/Productivity After Sales Service
Cost/Unit of Output (Complaint Handling)
Commission Core Fault & Repair
Delivery/Schedule Support Process &
Cycle Time Development
Response Time
MARKET ANALYSIS
Link product & services with
Customer delight customers who want to purcha
Measuring customer Marketing techniques used alo
satisfaction, channel with psychology,sociology, whe
satisfaction, walk in feedback compiling marketing data
score
Constant analysis
Marketing performance
Strategy software
Brand performance Plan a Marketing strategy
CONSUMER APPROACH
Anticipates customers needs Setting high customer
service standards
Transparent in dealing with
customers Delivering beyond customers
expectations
Attending the problems of the
customer before one‟s own Proactively coming up with
innovative ideas to delight
Creates energy & excitement
the customers
at work
Open to inputs & feedbacks
Goes beyond tasks to attend
from customers
the emotional needs of
people Resolving conflicts
constructively
GSM Market Share
Bharti
2.9% 2.6%
2.8% 4.0% 27.9% BSNL
5.2% Hutch
Idea
11.2%
BPL
Spice
Aircel
Reliance
19.3% 24.0%
MTNL
MARKET
SEGMENTATION,TARGETING,POISITIONING
BASES OF SEGMENTATION
Geographical
Geographical
Segmentation
segmentation
Demographic
Demographic
Segmentation
segmentation
Behavioral
Behavioral segmentation
Segmentation
POSITIONING OF
A decade ago, Airtel positioned itself as an
aspirational & lifestyle brand.
The target customer was clearly defined: elite
upmarket, professionals & entrepreneurs.
Airtel‟s power trip : logo was black with tagline
“power to keep in touch”.
Airtel brand then aimed at leadership, be it in
innovation, network, offering or service.
Tagline indicated it: “Airtel celebrates
the spirit of leadership” & The first
choice of corporate leaders”.
In 1999, communication changed from
“power” to “Touch tommorrow”.
In 2003, Airtel adopted the “ Express
Yourself “ positioning which is also its
current tagline.
POSITIONING OF
Hello Bombay
Cultivate the brand personality as “foreign”
In 1996, positioned hutch as upper class with
tagline “world in your pocket”
Customer service reflected international touch
In the same year, hutch communication appeal
to upper class.
Max Touch found orange for add campaign
Max Touch became orange in 2001
After few months, they positioned their
product with the quality, with the tagline
“wherever you go, our network follows”.
After that the color changed from ORANGE
TO PINK. The idea is just to refresh the brand
& inculcate a new hutch spirit to create
excitement and more with renouncing the
orange brand to orange telecommunication
and creating new pan India hutch brand.
BRAND IMAGE
Sophisticated market
Aggressive market expansion
expansion
Functionality & Efficiency
Strategic planning
Physical presence
Practical approach with
People‟s emotions customers
Visual image of dog
BRAND MANAGEMENT
Unlocking consumer Universal personnel
scarcities access
One to one, one to many Anytime any place
relationships
Need for a trusted Inform & empowered
partner
Consumer outsource Demonstration first
NEW PRODUCT DEVELOPMENT
Brain Storming &
Towering strength
developing the concept
Testing on sample
Meet requirement customers
Developing applications Financial analysis
Creating prototype
Test run of the product
Favorable reaction-
Launch of product
MARKETING ENVIRONMENT
Innovation & entrepreneurship
in established & emerging
market.
Aim:- To create, capture n
Creating value in global supply
deliver value. & technology chain.
They introduce cutting edge Managing the distributed
enterprise.
marketing management which Valuation & Real option
involves thinking & provide analysis.
framework & strategies. Hutch to unveil its three tier
marketing means technology,
Emphasize market leader. price and quality
Cross cultural negotiation. Promoting ethics & cross
cultural issue.
Pricing policy
Dynamic Pricing Dynamic Pricing .
Multiple pricing Points. Multiple pricing Points.
Value addition to customer. Demand Based Pricing.
Freedom of choice. Value for money to
customer.
MARKETING REVERSE
SYSTEM
Process Organization
Mass Customization
Sector Destruction
Integrated Solutions
Integrated Business Design
Consumer Spaces
Social Responsibility
Thank You…