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Airtel Marketing and Strategy

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Corporate Level Strategy
Corporate Strategy

Airtel is the single largest player, both in terms of revenue and customers in the Wireless segment and in the Airtel Business segment in India. It is the largest private player in the Telemedia services – Broadband and Fixed Line services. It also is one of the leading players in the other SBU’s – Digital TV services, and passive infrastructure services.
As the market leader, Airtel is making efforts to expand the total market, as well as defend its market share. Airtel has played a key role in the introduction of 4G/LTE services and in the Digital TV space in the country. It has also penetrated the rural market, which now boasts of a much better ARPU than before. As the market leader, Airtel’s strategy has been 4 fold – * High Usage, High Price: Airtel has focused on higher usage and higher price in India. Airtel started with low pricing, which helped it augment its subscriber base (largest in the country), and then steadily increased the prices. However, with the entry of newer firms like Docomo and Aircel, this strategy has not played off very well, with Airtel losing market share, from over 30% 4 years ago to just over 20% currently. * Marketing and Branding: Airtel has, over the years, laid strong emphasis on marketing and branding. The Brand ‘Airtel’ is one of the most recognizable brands in the country, let alone telecom. It has engaged in mass spending on celebrity endorsements, from Shah Rukh Khan to Sachin Tendulkar to A.R. Rehman. Airtel has also been successful in changing its brand identity, coupled with its changing logo over these years. It is now actively pursuing the youth segment in the country, with ads such as ‘har ek friend zaroori hota hai’, and ‘friendship package’ etc. * Value Added Services (VAS): Airtel has pioneered

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