Airtel Lanka Is A Part Of Bharti Airtel Marketing Essay

Airtel Lanka Is A Part Of Bharti Airtel marting EssayAirtel Lanka is a part of Bharti Airtel, Indias ahead(p) telecommunication company which on-line(prenominal)ly ope com dictatees in 20 countries across Asia and Africa. They brag to be the world 5th roundst roving service provider with their client vile. Airtel Lanka on-goingly has 1.7 million customers from an approximately 21 million customer base as of Quarter 3 in 2012.This assignment was constructed to analyze Airtel Lankas current grocery storeing st set upgy in Sri Lanka based on Airtels prepaid and maculation paid voice plans.A valid rivalry compend finished and through Porters quintette forces and a enlarge internal and external analysis has been conducted in this report, highlighting the issues Airtel had faced since its launch in 2009. Airtel has secured 4th place in the market place with 5 players currently playing a tough support in the mobile telecommunication.A detailed convergence analysis has been u ndertaken, p piling looking into the market sh be and growth through a contextualized BCG hyaloplasm. The Ansoff hyaloplasm touches on the challenges faced and the ideal strategy to improvise on the pair of Airtel products in the market.Table of Contents1.0 - give away areas of question and sources..1,22.0- synopsis of Airtel in the Sri Lankan merchandise.2,3,4,52.1 Airtel innate abstract 22.2 Airtel External abridgment..32.3 Analysis of Airtel Competitors.32.4 Putting into workout the judge proposal of marriage Builder.42.5 BCG MATRIX.42.6 The Ansoff intercellular substance.53.0- diagnose Conclusions Findings ..5,63.1 Internal Check up-SWOT53.2 K instantering your external environment.53.3 Creating a Value Proposition.53.4 Fierce Competition.63.5 BCG matrix Analysis of Airtels voice plans portfolio. 63.6 The Ansoff Matrix- developing a strategy..64.0 unfavorable Observations..7,84.1- reaping ripening. 74.2- commercialize Development74.3 Airtels Lifecycle extens ions....85.0 Learning outcomes from Group work ..8,96.0 Executive heavyset -Working as iodine team up..97.0 Action points..98.0 Appendices. 10,11,12,13,14List of figures2.1 Internal analysis (SWOT) Pg 22.2 External Environmental analysis (PESTEL). ..Pg 32.3 Analysis of Airtel CompetitorsPg 32.4 Putting into practice the Value offer Builder Pg42.5 BCG MatrixPg 42.6 Ansoff MatrixPg53.4 Competitive Market Share of Sri Lankan Telecommunication players Pg 64.3 Airtels Lifecycle extensions ....Pg8Key areas of researchPrimary seekWe gather in conducted a survey to test the market awareness on Airtel voice plans available in the market. We feature each identified five segments (Youth, Senior Citizen, somatic professional, professional entrepreneur, Family member) and interviewed five candidates. The sample size was total of 35 candidates, we collected the following responsesAirtel plans flim-flam meThe coverage is poorRating Airtel in the nearwhat categoryOurConclusion- close o f the market was not aware of Airtel products.Secondary ResearchA detailed research has been conducted with the use of academic journals, abstracts, trade publications, media reports, case studies, Interviews through the sources of Ebesco host, Harvard art review and umpteen trade management related text books and websites and statistical websites same(p) the Central bank of Sri Lanka and the Telecommunication regulatory Commission.Internal AnalysisThe research on internal analysis of a company has explained the verve of check ups giving a classic example of our own wellness check- ups every year and the importance of conducting a Swot check up internally too with the ever-so changing environment.External AnalysisPESTEL analysis has been used. Media articles contain demonstrated the external environmental challenges that Airtel is facing. Website journals have shown me the importance of analysing the external environment before planning for a new strategy.Competitor AnalysisA detailed competitive analysis has been done using the Porters five forces. Research has highlighted a unique observation, that competition, today looks ahead of profits and should be strategizing to make do for survival.Value PropositionMany journal articles and marketing websites have been referenced. The research has shed light onto the importance of having a mechanism of a operose nourish proposition with a customer focus with the impact of existence viewed as credible. A great example of this was Celtels success of bring downing the poorest continent. (24)BCG MatrixI have referenced journals, text books and trade publications which has highlighted product lifecycle decisions and both(prenominal) of the positives and negatives aspects of the BCG such as the lack of consideration in the competitive expectations and the put on the line factor.The Ansoff MatrixResearch into journals and websites have demonstrated on how to develop a strategy through managing new applied scie nce innovations with the Ansoff matrix strategies along with a new idea of reverse innovation conducted by Airtel in India.(47)Analysis of Airtel in the Sri Lankan MarketAirtels Internal analysisthreatsCompetition high proud start up costFree Internet calling impose Floor pricing for mobile providers.StrengthsRecognized brandCapital enthronisation from India5th largest mobile operator in the worldStrategic Partners nearly the worldCEO well known business personalityWeaknesses leave out of local friendship ExperienceNo coverage in pastoral areasPoor quality congestion and dropped callsOpportunities precise lucrative marketuntapped SegmentsLegal Airtel set flow rates in Sri Lanka 2.2 Airtel External AnalysisPESTELPolitical Stability after the civil warEcological set up of their towers on the community health.CSR projects.Economic- Sri Lankan Rupees fluctuation Fuel price, InflationSocial get behaviorsTechnological- Adaptation from consumers2.3 Analysis of Airtels CompetitorsTh reat of New EntrantsThe set flow rate that is imposed from the government on calling rates makes it difficult to enter and compete.The Porters 5 forcesLow Bargaining power of suppliers at that place are some mobile handset providers. Eg.Nokia Motorola, Sony Ericsson high school Rivalry amongst quick playersCustomers have many choicesHigh Bargaining power of BuyersThere are 5 underlying mobile provides in Sri Lanka, Dialog Axiata, Mobitel, Etisalat, Airtel Hutch.Cost of switching is not high.Threat of SubstitutesFixed telephone lines, Internet calling..2.4 Putting into practice the Value proposition Builder3.OfferingsCorporate plans, Family bundles, Special tourist plans.Value for money2 .Value ExperienceClear coverage, Best rates with value added run1.MarketFamilies, couples, small fryren, University students, Travelers Corporate businessesValue Proposition4. BenefitsGreat packages for target area the market .Rs 200 package included with free 200 MB, 200 sms6. ProofSuccess stories to be highlighted through publicise to gain credibility.5. Alternatives DifferentiationGreat Coverage, Unique plans. adapted from Greener consulting Ltd T/A Future curve (2003-2001) The value proposition builder. Online. open from http//www.ronholt.es/prensa/2011_Winning_Value_Propositions.pdf Accessed September 29th,2012Market ShareHighLowProblem ChildStars 2.5 BCG matrixPre paid post paidValue added servicesHighMarket GrowthCash CowsLowDogs2.6 Ansoff Matrix living growth New ProductAirtelExisting MarketProduct DevelopmentMarket PenetrationDiversificationMarket DevelopmentNew Markets3.0 Key Conclusions Findings3.1 Internal Check ups-SWOTJust as we conduct check- ups on for health, A SWOT is required with the changing market trends. The strong financial plunk for can be used to increase its investments and expand rural coverage. Their strategical partners can assist in improving credibility local market knowledge.3.2 Knowing your external environmentThe government imposed flow rate makes it harder for Airtel to compete. Mr Mittal explained that this could be played with in India which makes competition easier. (39)3.3Creating a value propositionCreating a value proposition is essential for a company exhausting to reach its target market. A value proposition is not well-nigh listing all Airtels benefits exactly selecting the core benefits. Sunil Mittal chairman of Bharti Enterprises, had introduced a concept of reverse innovation success where he outsourced key IT functions and left parsimoniousness on core strengths of understanding customers and building brand in India. (47)http//www.airtel.in/wps/wcm/ wed/7f2d9c004622c34386769613a14a5b1e/bharti-mittal.jpg?MOD=AJPERES3.4 Fierce CompetitionPorters Five forces acts as a reformative tool in devising a strategy based on competition. I have identified that rivalry is high with 5 large players in a market of 21,699,591 mobile subscribers in Q3 2012.Competitive Market share of Sri Lanka Telecom munication player(Author 2012)3.5 BCG matrix Analysis of Airtels voice plans portfolioThere is a growing telecommunication market share of approximately 95 % as mobile users. Airtel inevitably to adapt is product lifecycle to uplift its develop products and implement proper segmentation to gain market share.3.6 The Ansoff Matrix- developing a strategyAirtel is adopting a low cost mass market strategy. (Market penetration) Airtel postulate to rejuvenate their product and conduct proper segmentation to develop its market and look into a strategy of Market Development and Product development.4.0 Critical observations4.1 Product DevelopmentBalanced portfolioWe need to understand that using BCG to decompose its market share and growth and cash flow could be ineffectively measuring performance. Airtel needs to differentiate and localise their product portfolio and ensure customers are knowledgeable about the differentiated value offered. Eg Rs 100 package, Rs 300 package.Wider netw ork Coverage ClarityAirtel pleas from the Sri Lankan government to allow tower sharing which impart cringe overall cost, improve quality and minimise environmental concerns. The example of Satellites will improve data link quality.Value proposition develops the productAirtel needs to uplift its image in mobile technology sector with its Indian expertise. Retail partnerships can be used such as banks and sustenance retailers to align credibility. Adding value for money and reducing cost..4.2 Market Development give the sack from Mass market Low cost strategy and establish value for moneyAirtel is lowering rates and using a penetration strategy. Mittal explained that Tariffs could be played with in India which makes competition easier. So Airtel should adopt packages with value added services as opposed to low cost which will be precious by its markets. (39)Develop untapped marketsKiddies Plan Parents will see this as a security to be able to contact their children and have res trictions on internet and calling features in place.Welcome to Sri Lanka- Tailored to the tourism in Sri Lanka. With application forms on the tourism website and they have a connection vigorous when arrive at the airport.Corporate packagesOffering great bundle packages with Internet, integrated mobiles services, Dialog is treating its high spenders with a key client relationship purchase order offering receptions and freebies and points system. Airtel should adopt a similar strategy to attract the lead spenders and sustain their loyalty.4.3 Airtels Lifecycle extensionsMarketing Mix adjustment-Add value rather than reduce priceAfter sales service-BetterCommunication to publicProduct adjustmentsBetter coverage with towers and satellitesImprovement with more value added services profit Usage of Airtel bu current customers-Develop great packagesIncrease Number of Airtel UsersConvert non users in new Segments-Grab Competitors Customer.Kotler,P. And Keller,K ( 2009) (19)5.0 Learning outcomes from group workMaster Market penetration before moving onThe group identified that Airtels current strategy undertaken is market penetration. Airtel is not currently performing in their markets or their products. They need to perfect this before moving on. A differentiated market penetration strategy is what the group has decided. It was identified that Airtel has already many registered section products with the Telecommunication regulatory commission, the underlying issue is the clutter in advertising of Airtel packages that it is not marketed properly.Trail offersThis was a new idea brought up by one of our team members to offer 1 month trial offers and permit customers experience Airtels product. This will help to capture market share from competitors.We have identified Product P from the marketing mix and that for successful murder it requires a synchronization of the other 3 PsEvolving Technology discourse went that Airtel should always keep a high priority on evo lving technology despite its penetration strategy to stay in existing markets and existing products.Retail PartnershipsMy assignment identified for retails partnerships to enhance the value of the overall product but our team has looked at it as an opportunity to meet target markets and to establish credibility in their markets.6.0 Executive summary -Working as one teamThe team got along well there was participating component part from all business backgrounds by each team member. We worked well to rowlock to our time plan. We got a good competitor insight from a team member who worked for the competitor, Dialog Axiata and another who had foreign exposure had brought forward technologies like tower sharing.On the flip side our group was very opinionated but we always battled out the contradictions and came to an agreeable solution. Individually I learnt a lot about the industry insights and the facts and figures brought by team member has enhanced my knowledge in the telecommunic ation industry.Action pointsThe group started early to choose a company and Individual research was conducted on Product from the marketing mix.An active email group was set up where we had online discussions as well.Second see to it up was to discuss ideas so far and our progressOnce we blameless our individual assignment we discussed our findings along with the survey results (see appendix) and battled out the best points to put in our power point presentation.We finalized the slides with layout and discussed out talking pointsWe are now practicing our presentation.8.0 AppendixQUESTIONNAIREThis survey is about the Airtel and their product offering. Please spend some valuable time of you on this survey and information which collected through this survey would be kept confidentially.MaleFemale1. Gender ()2. senesce () 20 25 26 35 36 45 45 50 51-Above3. Rate the following mobile phone suppliers according to your preference.Very goodGoodAverageSome whatDislike12345Airtel12345H utch12345Dialog12345Mobitel12345Etisalat123454. Have you ever used an Airtel connection? ()Yes No 5. If the answer is yes for the above question why did you switch to another connection? ()Airtel Product range confused mePrice levels are didnt meet up my requirementCoverage is not sufficientMarketing campaigns makes me complexValue added services are not sufficient6. You use your device in general on ()VoiceSMSData7. Whose product range fulfil your mobile connection requirement ()AirtelHutchDialogMobitelEtisalat8. Your most favourite marketing campaign is from ()AirtelHutchDialogMobitelEtisalatThank you