A PROJECT REPORT ON

Strategic Approach Adopted by Airtel

Award of the degree of

MASTER’S OF BUSINESS ADMINISTRATION

Submitted by

Sahil Tiwari – 22GSOB2010437

Avantika Bhadauria – 22GSOB2010678
Drishti Chauhan – 22GSOB2010592
Mukul Rajput – 22GSOB2010593
Ashutosh Sharma – 22GSOB2010549

IN

GALGOTIAS UNIVERSITY

SCHOOL OF BUSINESS

Under the Supervision of

Dr. Bipin Chandra Pant

Assistant Professor

2022-2024
 TABLE OF CONTENT

1. Preface

2. Acknowledgment

3. Executive Summary

4. Strategy

5. Introduction

6. Methodology

7. Objectives of Study

8. History

9. Market Diversification

10. Network Expansion & Quality

11. Customer Centric Approach

12. Digital Transformation

13. Market Expansion

14. Cost Optimization

15. Innovative Offering

16. Competitive Pricing

17. Strategic Partnership

18. Cooperative Responsibilities

19. 5G and Future-Ready Technologies

20. Limitations

21. Conclusion
 Preface
In the present scenario, Marketing and sales is a major challenge for seasoned professional.
And it is no surprise that Marketing is a tough concept to understand.

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.

The project report consists of detailed Study of "MARKETING STRATEGIES OF AIRTEL"

A sincere effort has been made to analyse Overall working pattern of Mobile Services by the
Operator.

The report further provides information regarding Bharti Airtel, its financial position,
infrastructure with its product and services offered by them,, Pricing Policy and Promotion
and also Distribution Policy of Airtel. It is very important that trained marketing
professionals who are able to communicate specific features of the services while selling the
products. In the millennium all these activities would play a crucial role in the overall
development and maturity of the organization.

I hope that the research work made by me will be of great help to get the comprehensive
knowledge of the organization.
 Acknowledgment

This project is the outcome of sincere efforts, hard work and constant guidance of not only
me but a number of individuals. First and foremost, I am thankful to my guide Miss Niharika
Singh for providing me help and support throughout the Project Report period.

We owe a debt of gratitude to my faculty guide who not only gave me valuable inputs about
the industry but was a continuous source of inspiration during these months, without which
this Project was never such a great success. Last but not the least I would like to thank all my
Faculty members, friends and family members who have helped me directly or indirectly in
the completion of the project.
 Executive Summary

The present business scenario is totally customer oriented. Each company faces stiff
competition from its competitors, each provides the best services at competitive rates.

As a result, customer has lot of choices to get the best with least cost. To face this
competition, it is very important to know customer's behavior towards different products and
services.

This project is aimed at understanding the "Marketing strategies of Airtel" and its impact on
the perception of Airtel Customers.

Research has showed that it is far more costly to win a new customer than it is to maintain an
existing one, and there is no better way to retain a customer than to exceed his expectations.
For this purpose, it is essential to know the level of customer satisfaction.

The focus of my research was the measurement of customer satisfaction level for the services
provided by Bharti Airtel. I collected the feedback from the Consumers to get their
suggestions about the other products.

Finally, the results of this research verifies the fact that keeping the customer satisfied is the
best strategy to not only retains the existing customers but also to expand the business to new
horizons.
 Strategy

How will Airtel ‘Win Customers for Life’

 Quality customer additions

Win through
1 go-to-market  Revenue market share profile
excellence
 Revenue market share profile

 Prime spectrum to yield data growth

Win with
2 dataand  Data and digital revenue growth with industry-first initiatives
digital
 3G/4G network rollout
services

 Postpaid and sticky user base

Win with
3 valuable  Company owned retail stores
customers
 Enterprise and DTH solutions through service excellence

Win with a  Cost efficiencies

4
war on waste  Subscriber acquisition and retention costs and reduce churn

Win  High performance culture

5
with  Employee centricity
people
 Introduction

Bharti Airtel Limited is a leading global telecommunications company with operations in 20

countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks
amongst the top 4 mobile service providers globally in terms of subscribers. In India, the
company's product offerings include 2G, 3G and 4G wireless services, mobile commerce,
fixed line services, high speed DSL broadband, IPTV, DTH, enterprise services including
national & international long distance services to carriers. In the rest of the geographies, it
offers 2G, 3G wirelessservices and mobile commerce. Bharti Airtel had over 307 million
customers acrossits operations at the end of November 2014.

Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of
low cost and high volumes. The strategy has since been adopted by several operators. Airtel's
equipment is provided and maintained by Ericsson and Nokia Solutions and Networks
whereas IT support is provided by IBM. The transmission towers are maintained by
subsidiaries and joint venture companies ofBharti including Bharti Infratel and Indus Towers
in India. Ericsson agreed for the first time to be paid by the minute for installation and
maintenance of their equipment rather than being paid up front, which allowed Airtel to
provide low callrates of ₹1/minute (US$0.02/minute).
 Methodology
Environmental Analysis:

 External Environment: Airtel conducts a thorough analysis of the external

environment, including market trends, industry dynamics, competitive landscape,
regulatory changes, and technological advancements.
 Internal Environment: The company evaluates its internal strengths, weaknesses,
resources, and capabilities.

Setting Clear Objectives:

Airtel establishes clear and measurable strategic objectives, outlining what the company
wants to achieve. These objectives align with the company's mission and vision.

Market Segmentation and Customer Insights:

Airtel segments the market to identify specific customer groups with distinct needs and
preferences. It also gathers insights into customer behavior and expectations.

SWOT Analysis:

Airtel conducts a SWOT analysis to identify its strengths, weaknesses, opportunities, and
threats. This analysis helps the company make informed strategic decisions.

Competitive Analysis:

Airtel assesses the competitive landscape, studying the strategies and strengths of its rivals.
This analysis informs how Airtel can differentiate itself and gain a competitive edge.

Technology and Innovation Strategy:

Airtel outlines its technology and innovation strategy, including the adoption of new
technologies, digital transformation, and investments in future-ready technologies like 5G.

Resource Allocation and Budgeting:

Airtel allocates resources, including capital, human resources, and technology, based on the
strategic priorities and objectives.

Strategic Planning:

Airtel formulates a comprehensive strategic plan that outlines the initiatives and actions to be
taken to achieve its objectives. This plan includes timelines and responsibilities.

Execution and Implementation:

Airtel implements the strategic plan by executing the identified initiatives, projects, and
programs. This involves cross-functional collaboration and project management.
Key Performance Indicators (KPIs):

Airtel establishes KPIs to monitor progress and measure the success of its strategic initiatives.
These KPIs align with the strategic objectives.

Continuous Monitoring and Evaluation:

Airtel continuously monitors the progress of its initiatives and evaluates their effectiveness.
This includes periodic reviews and adjustments to the strategy as needed.

Customer Feedback and Adaptation:

Airtel actively seeks customer feedback and uses it to refine and adapt its strategic approach.
This customer-centric approach helps the company stay responsive to changing customer
needs.

Compliance and Ethics:

Airtel ensures that its strategic approach aligns with regulatory requirements and ethical
standards, which are critical to maintaining the company's reputation.

Communication and Reporting:

Airtel communicates its strategic approach and progress to stakeholders, including

employees, investors, and the public, through regular reports and updates.

Risk Management:

Airtel identifies and manages risks associated with its strategic initiatives to minimize
potential disruptions or setbacks.
 Objectives Of Study
The objective behind this research project is to study about the importance and development
of telecommunication industry in today's scenario.

To understand the Different Marketing strategies which are used by Bharti Airtel to Survive
in highly competitive Telecommunications market and different services which are offered
by Bharti Airtel.

An overview of the Indian telecommunication market is also given, along with the growing
LTE Market and challenges posed by strong competitors in India. A brief introduction about
Bharti Airtel has also been given, covering all the Products and services provided by Bharti
Airtel.

It also includes Indian market study, Bharti Airtel Corporate Study. Under this research
project following points about Bharti Airtel are being covered:

• Market Situation

• Product Policy and Planning

• Competitive Situation

• Market segmentation

• Positioning

• Pricing Policy

• Promotional Strategy
 History

Entry and Expansion Phase (1990s - Early 2000s):

Airtel, then known as Bharti Tele-Ventures, started as a small-scale telecom operator in India,
primarily focused on providing fixed-line services.

The initial strategy was to offer affordable telecommunication services to underserved

markets, especially in semi-urban and rural areas.

Mobile Revolution and Network Expansion (Mid-2000s):

With the advent of mobile telephony and the liberalization of the Indian telecom industry,
Airtel transitioned into mobile services and expanded its network rapidly.

Airtel focused on building a robust nationwide network and gaining a competitive edge
through superior coverage and network quality.

Market Leadership and Customer-Centric Approach (Mid-2000s - 2010s):

Airtel's strategic focus shifted towards becoming the market leader in the Indian telecom
industry.

The company adopted a customer-centric approach by offering innovative prepaid and post-
paid plans and emphasizing superior customer service.

Global Expansion (2000s - Present):

Airtel expanded its operations internationally, particularly in Africa and South Asia. This
move diversified its revenue sources and reduced dependence on the Indian market.

Digital Transformation and Diversification (2010s - Present):

Airtel embraced digital transformation by launching a range of digital apps and services,
including Airtel Money and Airtel Thanks app.

The company diversified its services to include broadband, digital TV, and more, becoming a
comprehensive digital service provider.

Network Upgrades and 4G Rollout (2010s - Present):

Airtel invested heavily in upgrading its network infrastructure to provide 4G and later, 5G
services.

The focus on high-speed data services has helped Airtel remain competitive in the era of
data-driven connectivity.
Strategic Alliances and Partnerships (2010s - Present):

Airtel entered into strategic partnerships with various content providers, including Netflix,
Amazon Prime, and Disney+ Hotstar, to bundle content with its data plans.

Cost Optimization and Operational Efficiency (Ongoing):

Given the competitive nature of the telecom industry, Airtel has been continuously working
on cost optimization and operational efficiency to maintain profitability.

Investment in Emerging Technologies (Ongoing):

Airtel has been investing in emerging technologies like 5G and IoT to remain at the forefront
of technological innovation.

Sustainability and Social Responsibility (Ongoing):

Airtel has incorporated sustainability practices and social responsibility into its strategic
approach, focusing on reducing its environmental impact and contributing to the communities
it serves.

Competitive Pricing and Customer Retention (Ongoing):

Airtel continues to offer competitive pricing strategies while focusing on retaining existing
customers and attracting new ones through innovative plans and services.
 Market Diversification

International Expansion:

Airtel has aggressively expanded its operations beyond India, particularly in Africa and South
Asia. Some key international markets where Airtel operates include:

 Africa: Airtel has a substantial presence in several African countries, including

Nigeria, Kenya, Tanzania, Rwanda, and others. This expansion into the African
market has been a significant diversification strategy.
 Bangladesh: Airtel operates in Bangladesh, offering mobile services to the local
population.
 Sri Lanka: Airtel has a presence in Sri Lanka, providing mobile and broadband
services.

Rural and Semi-Urban Markets in India:

Within India, Airtel has strategically expanded its reach to rural and semi-urban areas. While
urban markets remain crucial, tapping into rural and semi-urban markets allows Airtel to
reach a broader customer base.

Bundling Services:

Airtel has diversified its service offerings by bundling mobile and fixed-line services,
broadband, digital TV, and more. This bundling strategy allows them to offer a wider range
of services and cater to diverse customer needs.

Digital Services and Payments:

Airtel has ventured into the digital payments sector through Airtel Payments Bank. This
diversification enables customers to perform financial transactions and payments through the
Airtel platform.

Emerging Technologies:

Airtel has been exploring and investing in emerging technologies such as 5G, IoT (Internet of
Things), and cloud services. This diversification into new technology domains positions
Airtel for growth in future markets.

Content Partnerships:

Airtel has formed partnerships with various content providers to offer bundled services. This
includes collaborating with popular streaming platforms like Netflix, Amazon Prime Video,
and Disney+ Hotstar. Such partnerships diversify the company's offerings beyond traditional
telecom services.
 Network Expansion and Quality

Extensive Network Expansion:

Airtel has consistently invested in expanding its network infrastructure to cover a wide
geographic area. This includes urban, semi-urban, and rural regions in India and various
international markets where it operates.

4G and 5G Rollout:

Airtel has been actively upgrading its networks to provide 4G and, as of my last update, had
been preparing for the rollout of 5G services. The deployment of high-speed data networks
has been a significant focus to cater to the increasing demand for data services.

Rural and Remote Connectivity:

Airtel has made efforts to connect underserved and remote areas, bringing connectivity to
rural and less accessible regions. This expansion aims to bridge the digital divide and bring
the benefits of telecommunications to a broader population.

Network Quality:

Airtel has prioritized network quality, focusing on low call drop rates, high data speeds, and
minimal network congestion. This commitment to quality has helped in retaining and
attracting customers.

Customer Experience:

Providing a superior customer experience has been central to Airtel's strategy. This includes
offering efficient and responsive customer service and resolving network-related issues
promptly.

Network Optimization:

Airtel has implemented network optimization techniques to ensure efficient use of its
infrastructure and resources. This helps in delivering consistent and reliable services.

5G Preparedness:

Airtel had been actively preparing for the rollout of 5G services, including conducting trials
and collaborations with technology partners to leverage the potential of 5G technology.

Innovation and Technology Adoption:

Airtel has adopted advanced technologies and innovative solutions to enhance network
quality and provide a seamless experience to customers.
 Customer-Centric Approach

Customer-Focused Products and Services:

Airtel aims to offer a wide range of telecom and digital services tailored to meet the needs of
different customer segments. This includes prepaid and postpaid mobile plans, broadband
services, digital TV, and more.

Innovative Service Offerings:

Airtel continually introduces innovative services and packages to provide value to its
customers. This includes special data plans, content bundles, and loyalty programs designed
to cater to specific customer requirements.

Quality of Service:

Airtel places a strong emphasis on network quality and reliability. The company invests in
network infrastructure to reduce call drops, provide high data speeds, and minimize network
congestion.

Customer Support:

Airtel has a dedicated customer support system, including call centres and online support, to
assist customers with inquiries and issues promptly.

Self-Service Options:

Airtel provides self-service tools and apps that enable customers to manage their accounts,
recharge, and troubleshoot common problems on their own.

Feedback and Improvement:

Airtel actively seeks feedback from customers and uses this information to improve its
services. The company conducts surveys, receives input through customer service channels,
and addresses customer concerns and complaints.

Personalization and Customization:

Airtel leverages customer data to provide personalized recommendations and offers. This
personalization extends to content recommendations, customized plans, and more.

Loyalty Programs:

Airtel has introduced loyalty programs to reward long-standing customers. These programs
may include special discounts, exclusive access to content, and other benefits.
Transparency in Billing:

Airtel strives to maintain transparency in billing and pricing, ensuring that customers
understand their charges and usage.

Accessibility and Inclusivity:

Airtel seeks to make its services accessible to people with disabilities, ensuring that its
offerings are inclusive and user-friendly for all customers.

Community Engagement:

Airtel often engages with local communities and contributes to social causes in the areas
where it operates, reinforcing its commitment to the well-being of its customer base.

Continuous Improvement:

Airtel's customer-centric approach involves ongoing efforts to enhance services, products,

and customer experiences based on evolving customer needs and technological
advancements.
 Digital Transformation

Digital Apps and Services:

Airtel has launched a suite of digital apps and services, including the Airtel Thanks app. This
app serves as a one-stop destination for managing various Airtel services, recharging mobile
plans, and accessing exclusive content.

Airtel Payments Bank:

Airtel ventured into the digital payment space by launching Airtel Payments Bank. This
allows customers to make digital payments, transfer money, and perform other financial
transactions through their mobile devices.

Content and Entertainment:

Airtel has partnered with various content providers, including Netflix, Amazon Prime Video,
Disney+ Hotstar, and more. These partnerships enable Airtel to offer bundled services that
include exclusive content to its subscribers.

IoT (Internet of Things):

Airtel has been actively exploring opportunities in the Internet of Things (IoT) sector. It
provides connectivity and solutions for various IoT applications, such as smart homes, smart
cities, and industrial IoT

Cloud Services:

Airtel has entered the cloud services market, offering cloud-based solutions to businesses and
organizations. This includes cloud storage, data backup, and hosting services.

eCommerce Initiatives:

Airtel has delved into the eCommerce space by offering a platform for customers to shop
online, order groceries, and more.

Digital Customer Support:

Airtel offers digital customer support through various channels, including chatbots, online
help centers, and social media, making it easier for customers to get assistance and resolve
issues.

Personalization and Data-Driven Insights:

Airtel leverages customer data and analytics to offer personalized recommendations and
tailor its services to individual preferences.
5G and Emerging Technologies:

Airtel has been actively preparing for the rollout of 5G technology and exploring emerging
technologies to enhance its digital capabilities.

API and Developer Ecosystem:

Airtel has opened up its APIs to developers, encouraging the creation of third-party
applications and services that can integrate with the Airtel platform.

Digital Marketing and Engagement:

Airtel uses digital marketing and engagement strategies to connect with customers and
promote its services.
 Market Expansion

1. Expanding Presence within India:

 Urban and Metro Areas: In addition to its strong presence in urban and metropolitan
areas, Airtel has focused on strengthening its position in these high-population density
regions.
 Rural and Semi-Urban Areas: Airtel has expanded its footprint in rural and semi-
urban areas, reaching previously underserved markets. This expansion allows the
company to tap into new customer segments.
 4G and 5G Deployment: Airtel has invested in deploying 4G technology and
preparing for 5G to offer high-speed internet services across India, ensuring that it
stays competitive in the evolving digital landscape.
 Broadband and Digital TV Services: Airtel has expanded its broadband and digital
TV services into more cities and towns, providing customers with access to high-
speed internet and a wider range of content.

2. International Expansion:

 Airtel Africa: Airtel has a significant presence in Africa, operating in multiple

countries across the continent, including Nigeria, Kenya, Tanzania, Rwanda, and
more. Airtel Africa is one of the leading telecom operators in the region.
 South Asian Markets: Airtel has expanded into South Asian markets, such as
Bangladesh and Sri Lanka, offering mobile and other telecom services.

3. Market Diversification:

Airtel's strategy involves diversifying its services to reduce dependency on a single

market or service. This includes broadband, digital TV, digital payments, IoT, and
more.

4. Strategic Alliances and Partnerships:

Airtel has formed strategic alliances and partnerships with content providers, device
manufacturers, and other industry players to enhance its service offerings and reach a
broader customer base.

5. Digital Transformation:

Airtel has ventured into digital services, including digital payments and content
partnerships, to cater to the evolving needs of customers and to provide a
comprehensive digital experience.
 Cost Optimization

Network Infrastructure Efficiency:

Airtel has worked to optimize its network infrastructure to ensure efficient use of resources
while maintaining network quality. This includes modernizing and streamlining its
infrastructure to reduce operational costs.

Energy Efficiency:

Airtel has invested in energy-efficient technologies and practices within its network
operations. Reducing energy consumption not only lowers operational costs but also
contributes to environmental sustainability.

Operational Streamlining:

The company has streamlined its operational processes to reduce redundancy and
inefficiencies. This includes improving supply chain management, logistics, and back-office
operations.

Vendor Management:

Airtel has actively managed relationships with vendors and suppliers to ensure cost-
effectiveness and quality in the procurement of equipment and services.

Outsourcing and Shared Services:

Airtel has explored outsourcing and shared services models to minimize operational costs.
Outsourcing non-core functions allows the company to focus on its core competencies while
controlling expenses.

Digital Transformation:

Digital transformation efforts, such as the deployment of digital customer support and self-
service tools, have helped streamline operations and reduce support costs.

Data-Driven Decision-Making:

Airtel has employed data analytics to make informed decisions on resource allocation,
network expansion, and cost management.

Workforce Efficiency:

Airtel has worked to optimize its workforce by re-skilling and up skilling employees,
ensuring that they are aligned with the evolving needs of the business.
Standardization and Process Improvement:

The company has adopted standardized processes and continuous process improvement
initiatives to reduce operational costs and enhance efficiency.

Capital Expenditure Optimization:

Airtel has reviewed and optimized its capital expenditure, allocating resources to projects that
deliver the highest return on investment.

Sustainable Practices:

Airtel has incorporated sustainability practices into its operations, which not only align with
global environmental standards but can also lead to cost savings through reduced waste,
energy consumption, and regulatory compliance.
 Innovative Offerings

Airtel Thanks App:

 Airtel launched the "Airtel Thanks" app, which serves as a one-stop platform for
managing various Airtel services, including mobile, broadband, and digital TV.
 The app also offers exclusive benefits to loyal customers, such as discounts, cashback,
and access to premium content.

Content Partnerships:

Airtel has collaborated with leading content providers like Netflix, Amazon Prime Video,
Disney+ Hotstar, and Zee5 to offer bundled content services. Customers can access a wide
range of movies, TV shows, and original content through these partnerships.

Data and Voice Plans:

Airtel has introduced innovative data and voice plans to cater to the evolving needs of
customers. These plans include unlimited calls, high-speed data, and data rollover options,
allowing customers to get the most out of their subscriptions.

Wynk Music and Xstream:

 Airtel offers the Wynk Music app, which provides a vast library of songs and allows
users to create playlists and enjoy music without incurring data charges.
 Airtel Xstream is a platform that combines digital TV, movies, music, and live TV. It
offers a seamless entertainment experience for customers.

Airtel Payments Bank:

Airtel has ventured into the digital payment space with Airtel Payments Bank. It allows
customers to make digital payments, transfer money, and perform other financial transactions
through their mobile devices.

IoT Services:

Airtel provides IoT (Internet of Things) services for various industries, including agriculture,
healthcare, and smart cities. These innovative solutions help businesses optimize their
operations and enhance efficiency.

eCommerce Initiatives:

Airtel has introduced eCommerce initiatives, such as offering an online platform for
customers to shop for a wide range of products and services.
Smart Homes and IoT Devices:

Airtel has introduced smart home solutions and IoT devices that enable customers to control
and monitor their homes remotely.

Enterprise Solutions:

Airtel offers a range of enterprise solutions, including cloud services, data connectivity, and
collaboration tools, to cater to the needs of businesses and organizations.

5G Readiness:

Airtel has been actively preparing for the rollout of 5G technology, which is expected to offer
faster data speeds and enable innovative applications and services.

Digital Marketing and Engagement:

Airtel uses digital marketing and engagement strategies to connect with customers and
promote its innovative services.
 Competitive Pricing

Diverse Price Plans:

Airtel offers a wide range of price plans for its mobile, broadband, digital TV, and enterprise
services. These plans cater to various customer segments with different usage patterns and
budgets.

Prepaid and Postpaid Options:

Airtel provides both prepaid and postpaid mobile plans, allowing customers to choose the
payment model that suits their preferences and financial constraints.

Data-Heavy Plans:

Airtel has introduced data-heavy plans with high data allowances, catering to the growing
demand for data services. These plans are popular among users who consume a significant
amount of data for streaming, browsing, and social media.

Unlimited Voice Calls:

Many Airtel plans offer unlimited voice calls, providing customers with the flexibility to
make unlimited calls to any network without worrying about call charges.

Data Rollover:

Airtel has introduced data rollover options, allowing unused data to be carried over to the
next billing cycle, maximizing the value for customers.

Family and Group Plans:

Airtel offers family and group plans that allow multiple connections to be bundled together
under a single account, offering savings and convenience.

OTT and Content Bundles:

Airtel bundles its mobile and broadband plans with subscriptions to popular over-the-top
(OTT) content platforms like Netflix, Amazon Prime Video, Disney+ Hotstar, and Zee5.
These bundles provide added value to customers.

Roaming and International Plans:

Airtel offers cost-effective roaming and international plans, ensuring that customers can stay
connected even while traveling.

Special Offers and Discounts:

Airtel frequently introduces special offers, discounts, and cashback schemes to attract and
reward customers. These offers may include seasonal promotions and loyalty benefits.
Competitive Post-paid Plans:

Airtel has competitive post-paid plans with additional features such as bundled family
connections, data rollover, and international roaming benefits.

Transparency in Pricing:

Airtel strives to maintain transparency in its pricing, ensuring that customers understand their
charges and the terms of their plans.

Competitive Broadband Pricing:

Airtel's broadband services offer competitive pricing for high-speed internet, making it an
attractive choice for homes and businesses.
 Strategic Partnerships
Content Partnerships:

Airtel has partnered with leading content providers such as Netflix, Amazon Prime Video,
Disney+ Hotstar, and Zee5. These collaborations enable Airtel to bundle premium content
with its mobile and broadband plans, enhancing the value proposition for customers.

Device Manufacturers:

Airtel collaborates with device manufacturers to offer bundled deals on smartphones, tablets,
and other devices. These partnerships make it more affordable for customers to acquire new
devices.

Banking and Financial Services:

Airtel Payments Bank, a subsidiary of Bharti Airtel, has established partnerships with various
financial institutions to offer a wide range of banking and financial services to customers,
including digital payments, savings accounts, and insurance.

OTT and Streaming Services:

Airtel partners with over-the-top (OTT) streaming platforms like Netflix, Amazon Prime
Video, and Disney+ Hotstar to provide customers with access to a vast library of movies, TV
shows, and original content.

Cloud and Technology Partnerships:

Airtel has collaborated with technology companies to enhance its cloud and data center
services. These partnerships help Airtel offer cloud solutions to businesses and enterprises.

IoT Partnerships:

Airtel has partnered with IoT (Internet of Things) device manufacturers and technology
companies to provide connectivity and solutions for various IoT applications in industries
such as agriculture, healthcare, and smart cities.

Content Delivery Networks (CDN):

Airtel collaborates with CDN providers to enhance content delivery and streaming
capabilities, ensuring a seamless and high-quality viewing experience for customers.

International Roaming Partners:

Airtel has partnerships with international mobile operators to offer cost-effective international
roaming plans, allowing customers to stay connected while traveling abroad.

Start-up Ecosystem Support:

Airtel has supported the start-up ecosystem in India by partnering with various incubators and
accelerators, providing technology and infrastructure support to emerging businesses.
Agriculture and Rural Development Partnerships:

Airtel has engaged in partnerships that aim to promote agricultural and rural development
through digital solutions and connectivity.

Digital Marketing and Advertising Partnerships:

Airtel partners with advertising agencies and marketing technology companies to enhance its
digital marketing and customer engagement efforts.
 Corporate Responsibility
Education Initiatives:

Airtel supports educational initiatives to improve access to quality education. These programs
may include digital learning platforms and partnerships with educational institutions.

Healthcare Services:

Airtel engages in healthcare initiatives, including telemedicine services, health camps, and
partnerships with healthcare providers to make healthcare accessible to underserved
communities.

Environment and Sustainability:

Airtel has incorporated sustainability practices into its operations, focusing on reducing its
environmental impact. This includes energy efficiency measures, waste reduction, and
responsible sourcing.

Community Development:

Airtel is involved in various community development projects, including infrastructure

development, water resource management, and initiatives to enhance the living conditions in
underserved areas.

Women's Empowerment:

Airtel supports women's empowerment through initiatives like vocational training and
women entrepreneurship programs, enabling women to become economically self-sufficient.

Disaster Relief and Preparedness:

Airtel has been actively engaged in providing disaster relief and support during natural
disasters, helping affected communities recover.

Promotion of Digital Inclusion:

Airtel's digital initiatives aim to bridge the digital divide by making digital services and
information accessible to remote and underserved areas.

Support for Persons with Disabilities:

Airtel focuses on making its services and solutions accessible to people with disabilities,
fostering inclusivity and equal opportunities.

Rural and Agricultural Development:

Airtel participates in programs aimed at improving rural livelihoods, promoting sustainable

agriculture, and enhancing the income of farmers and rural communities.
Partnerships with NGOs and Government:

Airtel collaborates with non-governmental organizations (NGOs) and government agencies to

implement CSR initiatives and scale up their impact.

Employee Volunteering and Engagement:

Airtel encourages its employees to actively participate in CSR activities, providing

opportunities for them to contribute to community development.
 5G and Future-Ready Technologies

5G Trials and Readiness:

Airtel has been actively conducting 5G trials in India to test the feasibility and capabilities of
5G technology. These trials aim to ensure that Airtel is ready to deploy 5G networks when
regulatory approvals are granted.

Spectrum Auctions and Investment:

Airtel has participated in spectrum auctions to secure the necessary spectrum bands for 5G
services. Investing in suitable spectrum is crucial for launching 5G networks with high
bandwidth and low latency.

Network Modernization:

Airtel has been modernizing its network infrastructure to make it 5G-ready. This includes
upgrading its existing 4G networks to support the transition to 5G.

IoT and Edge Computing:

Airtel has been exploring the potential of IoT (Internet of Things) and edge computing to
offer advanced solutions for businesses and industries. This includes applications in smart
cities, smart agriculture, and industrial IoT.

Network Slicing:

Airtel is working on network slicing technology, which allows the network to be partitioned
into different virtual networks, each tailored to specific use cases and industries. This
technology is expected to play a significant role in 5G deployments.

Cloud Services:

Airtel has ventured into cloud services, offering cloud storage, data backup, and hosting
services to businesses and organizations. Cloud services are integral to supporting future-
ready technologies.

AI and Automation:

Airtel has been leveraging artificial intelligence (AI) and automation to optimize network
operations and provide enhanced customer experiences. These technologies play a crucial
role in managing and securing future networks.

OpenRAN and Virtualization:

Airtel has been exploring open radio access network (OpenRAN) and network function
virtualization (NFV) technologies, which can increase network flexibility and reduce capital
expenditures.
Emerging Technologies Collaboration:

Airtel collaborates with technology partners, including equipment manufacturers and

software providers, to stay updated on the latest technology trends and innovations.

5G Use Cases and Applications:

Airtel is exploring various 5G use cases, such as augmented reality (AR), virtual reality (VR),
smart cities, connected vehicles, and advanced industrial applications.
 Limitations

1. Respondent's unavailability.

2. Shortage of time may become a constraint.

3. Courtesy bias.

4. There may be errors due to biasness of respondents.

5. Sample of 31 consumers may not represent the whole universe.

 Conclusion

Airtel is a telecom service providing company where customer satisfaction is together goal
and marketing tool. Today's customers in the telecom industry, where lots of offers are
available, are harder to satisfy. They remain smoother, more challenging, more price
conscious, less forgiving and they are innovative by many more companies with equivalent or
better offers. The experiment is not only to produce satisfied customers also to produce loyal
and delighted customer.

From this research, It can be concluded that more than 70% of the Users who are currently
using Airtel were satisfied with the services of Airtel. Also, a Good no. of users who were
willing to switch from their respective subscribers showed interest in Airtel. Hence, these
statistics imply a bright future for the company. Airtel has done a good job by improving its
core competencies.

Airtel is working hard on its Research and development. This is one of the main reasons why
it is still on the top position in terms of the Number of Active Users and Average Revenue
Per User.

Airtel was the first Player to enter into 4G market, so Airtel has to take advantage. Airtel has
to Focus on the rural areas and expand the business in rural areas.

Any business should have a vision, mission, objective and organizational structure to
succeed. For covering all these Criteria, Company needs to build up a strategic plan through
which it can reach its main goal point. The company should maintain all major process also
others factors.

There are several competitors in the market which are already working rigorously with the
similar Game Plan but whichever company properly implements the plans, will be able to
succeed in the long run.

This is a competitive and customer driven market. It is high time for Airtel to satisfy and
retain its existing customers. With the changing technological, economic and political
scenario, the telecom sector will face many ups and downs. To attain the Top position in the
Market, Bharti Airtel needs to build an Aggressive strategy to be able to counter its Biggest
Competitors Jio & Vi.