TABLE OF CONTENTS
1. INRODUCTION TO MARKETING STRATEGIES22. COMPANY PROFILE COMPANY HISTORY 7 ORGANISATIONAL STRUCTURE9 SERVICES PROVIDED BY COMPANY10 AREA OF OPERATION14 MERGERS,ACCQUISITIONS AND JOINT VENTURES163. MARKETING STRATEGIES ADAPTED BY BHARTI 20 BRANDING AND POSITIONING STRATEGIES21 PRISING AND DISTRIBUTION STRATEGIES 31 PROMOTIONAL STRATEGIES 334. COMPANYS FINANCIAL STATUS 395. CONCLUSION406. BIBLIOGRAPHY41
INRODUCTION TO MARKETING STRATEGIESMarketing is the important aspect of an organization. The success of the organization is largely attributed to the performance of the marketing. Therefore, there must be suitable marketing strategies in respect of the following
1. Product Strategy :- Every organization has appropriate product strategy. The product strategy enables to take decisions in respect of- Product line/mix: A company may follow either a single product strategy or a multi-product strategy. A company may concentrate on core product line or a diversified product line business. Development of a new product A firm must decide about the development of new products or modified products to face the competition in the market and to meet the needs and wants of the customers. In this connection, the firm must decide as to how many new products and as what time intervals they must be introduced. Other product policies- A firm must decide on the other product policies in respect of- Policies relating to product packaging. Policies relating to branding and brand extension. Policies relating to product positioning, etc.
2. Pricing Strategy :- A firm must decide about pricing strategy. While fixing prices , a firm may consider several factors such as cost of product, demand for product, competition in the market, the nature of the product, the nature of the consumers, objective of the firm, etc. There are several pricing strategies such as Skimming Pricing strategy- In this case high prices are charged in order to earn high profit margins. A firm may follow either Rapid skimming where high prices are charged and there is heavy promotion. Or Slow skimming where high process is charged and there is low promotion. Penetration pricing strategy- in this case , low prices are charged , in order to capture a good market share. A firm may follow either Rapid penetration where low prices are charged and there is heavy penetration or Slow penetration where Low prices are charged and there is low promotion.Other pricing strategies- there are several other pricing strategies such as Follow the leader pricing Standard pricing (For all market same price) Differential pricing (Different pricing for different markets) Trial pricing (initially lower pricing at the product launch) Probe pricing (initially higher pricing to probe the demand
3. Distribution Strategy:- A firm must decide in respect of distribution. The distribution strategy needs to be framed in respect of:Channels of distribution whether direct channels, or indirect channels. Area of distribution - whether local, regional, national or international. Dealers network- The number of dealers, area-wise, product-wise. Dealers training training to the dealers, especially in case of consumer durables, so that they are familiar with the features and operations of the product. Dealers incentives and compensation- Commission to be paid to the dealers, and additional incentives to push the sales in the market.4. Promotional Strategies:- A firm must decide policies in respect of promotion. The various promotion strategies are in respect of the following : Advertising Strategy- A firm must frame strategy in the area of advertising in respect of :a) Advertising Budget Strategy brand wise, area wise, period wise, and media wise.b) Media Scheduling Strategies bursting, fighting, pulsing, etc.c) Media Selection Strategy depending upon several factors, such as nature of product, competitors, advertising, consumers, advertising budget, advertising objectives, etc. Sales Promotion Strategy A firm must give proper emphasis on sales promotion techniques. Therefore, a firm must frame sales promotion strategy in respect of :a) The amount of funds to be spent on sales promotion techniques like discounts, exchange offers, free gifts, free samples, premium offers, samples, etc.b) Decision on areas like after sales service, guarantees, etc. in respect of period, product, selection and training of service staff, etc.c) The duration and timing of sales promotion offers whether during specific season or festival periods, etc.d) The products or brands, and the market areas, which needs to be given more focus in respect of sales promotion Publicity Nowadays, publicity plays an important role in promotion of goods and services. Therefore, a firm needs to frame a proper publicity strategy in respect of :a) The media to be concentrated for publicity.b) The period or timing of publicity.c) The relationships with various media people.d) The amounts of funds to be allocated for publicity purpose, such as on event marketing during product launch, gifts to the media people, etc. Personal Selling Strategy It plays an important role in promoting the sale of products, especially in the case of industrial goods. Therefore, proper decision must be taken in respect of :a) The number of sales force, selection and training.b) The compensation to the sales force.c) The product, which require personal selling efforts.d) The market or area where personal selling is required, etc.5. Marketing Research Strategy:- Nowadays, marketing research plays an important role in marketing of goods and services. A firm must decide in respect of : The products, which requires market research. The markets, where marketing research to be conducted. The type of marketing research , such as sales research, product research, consumer research, pricing research, etc.Bharti Airtel Ltd.Bharti Airtel Ltd., commonly known as Airtel, was incorporated on the 7th of July, 1995 as a Public Limited Company and one of the first companies to enter the Telecom Services business in India. It is the largest Indian telecommunications company and it operates in more than 20 countries across South Asia and Africa offering 2G, 3G and 4G LTEmobile services. It is thelargest cellular service providerinIndia, with over 303millionsubscribersas of June 2015.In the early years, Bharti Airtel Ltd established itself as a supplier of basic telecom equipment. Mr Sunil Mittal jumped at the opportunity provided when the government opened up the sector and allowed private players to provide telecom services. Bharti Airtel Ltd accepted every opportunity provided by this new policy to evolve into India's largest telecommunications company and one of India's most respected brands. It is considered to be the first mobile firm in the world to outsource everything except marketing, sales and financial operations and building the 'minutes factory' model of low cost and high volumes. The strategy has since been adopted by several operators. Airtel's telecom equipment is provided and maintained byEricssonandNokia Solutions and Networkswhereas IT support is provided byIBM. The transmission towers are maintained by subsidiaries and joint venture companies of Bharti includingBharti InfratelandIndus Towersin India.Airtel now offers a variety of services to its consumers including 4G services in select cities.Vision- Our vision is to enrich the lives of our customers. Our obsession is to win customers for life through an exceptional experience.Tagline The smart phone Network.
BHARTI AIRTEL LTD - COMPANY HISTORYIn 1984,Sunil Mittalstarted assembling push-button phones in India which he earlier used to import from a Taiwan company, Kingtel, replacing the old fashioned, bulkyrotary phonesthat were in use in the country then. Bharti Telecom Limited (BTL) was incorporated and entered into a technical tie up with Siemens AG ofGermanyfor manufacture of electronic push button phones. By the early 1990s, Bharti was making fax machines, cordless phones and other telecom gear. He named his first push-button phones as 'Mitbrau'. In 1992, he successfully bid for one of the four mobile phone network licenses auctioned inIndia. One of the conditions for the Delhi cellular license was that the bidder has some experience as a telecom operator. So, Mittal clinched a deal with the French telecom groupVivendi. He was one of the first Indian entrepreneurs to identify the mobile telecom business as a major growth area. His plans were finally approved by the Government in 1994and he launched services inDelhiin 1995, when Bharti Cellular Limited (BCL) was formed to offer cellular services under the brand name AirTel. Within a few years Bharti became the first telecom company to cross the 2-million mobile subscriber mark. Bharti also brought down the STD/ISD cellular rates inIndiaunder brand name 'India one'.In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell inCalcutta. Bharti Enterprises went public in 2002, and the company was listed on Bombay Stock Exchange and National Stock Exchange of India. In 2003, thecellular phoneoperations were rebranded under the single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar. This expansion allowed it to offer voice services all across India. Airtel launched "Hello Tunes", a Caller ring back tone service (CRBT), in July 2004 becoming to the first operator inIndiato do so. The Airtel theme song, composed by A.R. Rahman, was the most popular tune on that year. In May 2008, it emerged that