Marketing Mix of Airtel and 7Ps (Updated 2024)

The Marketing mix of Airtel analyses the 7Ps of Airtel, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Airtel. Bharti Airtel Limited (Bharti Airtel) is one of India’s most popular providers of integrated telecommunication services. It is based in India and headquartered in New Delhi. The company is tasked with operating telecommunication services in the larger Indian subcontinent. The company’s business services include mobile, enterprise, and Telemedia services. The mobile services comprise fixed wireless and mobile services that use GSM network technology across major telecommunication circles in the country.

With a vast customer base and Pan-India presence, Airtel, an established player in providing 3G services, is the fourth largest mobile operator and is planning aggressively to roll out its 4G services in a phased manner. These services are now available in metros and big cities like Bangalore and Mumbai. The company also provides world-class landline telephone and broadband services and enterprise units across 95 cities in India. Some of Bharti Airtel’s competitors include the following:

• Idea
• Tata Docomo.
• Reliance Communications Limited
• Bharat Sanchar Nigam Ltd.
• Vodafone (strongest competitor)

About Airtel

• Type: Telecommunications services company
• Industry: Telecommunications
• Founded: 7 July 1995, India
• Founder: Sunil Bharti Mittal
• Headquarters: New Delhi, India
• Area served: 18 countries across South Asia and Africa
• Key people: Sunil Bharti Mittal, Chairman, and Shashi Arora, Chief Financial Officer
• Number of employees: Over 200,000+ Worldwide

Airtel Product Strategy

The company provides a wide array of products and services from telecom companies. To retain the maximum number of customers, Airtel has tried to provide as many products and services from network providers as possible to keep the customers.

The Product Mix of Airtel in 2024 is as follows (Source)

1. Mobile Services: Prepaid Plans: Airtel offers a variety of prepaid mobile plans with different price points, data allowances, and validity periods; Postpaid Plans: Airtel provides postpaid mobile plans that offer monthly billing and a range of benefits, including unlimited calling and data rollover; International Roaming: Airtel offers international roaming services, allowing customers to use their mobile phones abroad; Data Packs: Airtel provides data packs and add-ons for customers who require additional data beyond their regular plan; Voice and SMS Services: Basic voice calling and SMS services are an integral part of Airtel’s mobile offerings.
2. Fixed-Line Services: Fixed Broadband: Airtel offers high-speed fixed broadband internet connections with various plans and data limits; Fixed-Line Telephony: Traditional fixed-line telephone services are available, including landline connections with local and national calling.
3. Digital Television: DTH (Direct-to-Home) Services: Airtel Digital TV provides direct-to-home satellite television services with various channel packages and features.
4. Digital Services and Content: Airtel Xstream: Airtel offers a digital platform that includes streaming of movies, TV shows, and original content; Airtel Thanks: Airtel Thanks is a loyalty program that provides customers with rewards, discounts, and exclusive offers; Airtel Payments Bank: Airtel operates a payments bank that offers digital banking services, including savings accounts, money transfers, and bill payments.
5. Enterprise Solutions: Business Connectivity: Airtel provides connectivity solutions for businesses, including leased lines, MPLS, and VPN services; Cloud and Data Center Services: Airtel offers cloud computing and data center services to support business operations; Unified Communication: Airtel provides unified communication solutions, including audio and video conferencing and collaboration tools.
6. IoT (Internet of Things): Airtel offers IoT solutions for various industries, enabling connected devices, applications, and data analytics.
7. International Services: Airtel provides international connectivity, including global MPLS services and international voice and data solutions.

Airtel Pricing Strategy

The company uses a competitive pricing strategy like any other network provider because of the competition in this telecom sector. However, with an intelligent strategy, Airtel also provides a flexible pricing mechanism depending on the prevailing market conditions. For instance, when the company relaxes taxation, it also reduces its prices across all affected products. The Make My Plan introduced by Airtel was an intelligent strategy as customers could modify their plan as they see fit.

Here’s an analysis of Airtel’s pricing and distribution strategy below:

1. Segmented Pricing for Diverse Markets: Airtel recognizes the diverse nature of its customer base and tailors its pricing to different market segments. They offer a range of prepaid and postpaid plans, each designed to address various customer groups’ unique needs and budgets, from price-sensitive consumers to premium subscribers.
2. Value-Based Pricing for Premium Services: Airtel positions itself as a provider of premium telecommunications services, offering superior network quality, data speeds, and customer service. To justify premium pricing, Airtel ensures that its customers perceive significant value in network reliability, data allowances, and additional perks.
3. Competitive Pricing and Promotions: In the face of intense competition, Airtel remains competitive by continuously monitoring and adjusting its pricing in response to market dynamics. They launch promotional campaigns, limited-time offers, and discounts to attract and retain new subscribers. This dynamic pricing approach keeps Airtel competitive in the fast-changing telecom landscape.
4. Data-Centric Pricing: Airtel recognizes the growing demand for data services and has structured many plans around data-centric offerings. They provide various data plans, including unlimited data packs and bundled services that cater to the evolving digital needs of consumers.
5. Bundling and Cross-Selling: Airtel employs bundling strategies, offering combinations of services such as mobile plans with broadband or digital television services. By bundling, they create value for customers and incentivize them to use multiple Airtel services, ultimately increasing customer retention and revenue.
6. International Roaming and Global Services Pricing: Airtel offers international roaming plans with transparent pricing structures for international travelers. They cater to global customers by providing affordable international calling and data services, aligning with the needs of business travelers and expatriates.
7. Customer Retention and Loyalty Programs: Airtel’s pricing strategy includes initiatives to retain and reward loyal customers. Loyalty programs and exclusive benefits encourage customers to stay with Airtel, reducing churn and maintaining a loyal subscriber base.
8. Flexible Pricing Models for Enterprises: Airtel offers tailored pricing models for its enterprise customers, providing customized solutions for businesses, including corporate plans, dedicated connectivity, and cloud services. These pricing models align with the unique requirements of corporate clients.

Airtel Place Strategy

Airtel’s penetration in India is impressive because the services and networks can be found even in India’s remotest regions. The gross subscriber base has passed the 200 million mark, while the total wireless subscriber base for CDMA, GSM, and WLL is about 162 million. Airtel’s huge customer base and vast distribution network are vital in India. It is also worth mentioning that millions of lines are added to the network each year.

Here are key elements of Airtel’s place strategy:

1. National Retail Presence: Airtel maintains a nationwide network of retail stores, kiosks, and authorized dealers. These physical outlets serve as customer touchpoints where consumers can subscribe to services, purchase devices, and seek support, ensuring widespread access to Airtel’s offerings.
2. Online Channels: Airtel leverages its official website and mobile app as primary online channels for customer acquisition and self-service. Customers can browse plans, pay bills, and manage their accounts conveniently through these digital platforms.
3. Telecom Infrastructure: Airtel invests in expanding and maintaining its telecom infrastructure, including mobile towers and fiber-optic networks. This infrastructure is crucial for providing reliable network coverage and high-speed internet access to urban and rural areas.
4. Partnerships with Retail Chains: Airtel collaborates with retail chains and outlets to make its products and services available in various consumer-facing locations. These partnerships may include supermarkets, electronics stores, and mobile device retailers.
5. Distribution in Rural Areas: Airtel recognizes the importance of reaching rural and underserved areas. They establish distribution points and service centers in rural regions to ensure residents can access mobile connectivity and telecommunications services.

Airtel Promotion Strategy

Airtel engages in aggressive marketing strategies ranging from traditional print media to social media channels and network marketing. However, the company’s recent rebranding efforts bombed the market, and fixed wireless services were not received positively. The company also engages in large-scale TV and print advertising. The company frequently uses big celebrities who endorse the services. The company also managed to create its signature tune from Oscar-winning musician A.R. Rahman, which has become one of the most downloaded tunes in India.

It is also interesting to note that even seemingly redundant activities like providing wallpapers and screensavers to computer users have proved a very effective marketing service promotion strategy. The company also offers special discounts, added services, and offers to its subscribers.

Apart from that, Airtel has been hiring several figures from Bollywood, from the legendary Amitabh Bachchan to Vidya Balan, as their brand ambassadors. The God of cricket, Sachin Tendulkar, has been a part of their advertisement campaigns. The advantage of Airtel’s advertising and marketing strategy is that it goes regional with its advertising efforts.

Some salient points about the promotions of Airtel are:

• Uses ATL and BTL activities
• Makes an effort to go regional
• Recent rebranding efforts have failed in the market
• Has good word of mouth and a good brand image second only to Vodafone.

Some Recent Video ads and Print ads of Airtel are:

Airtel People Strategy

When discussing the “People” aspect of Airtel’s Service Marketing Mix, it’s essential to consider the various stakeholders involved in delivering and managing the company-wide distribution network’s services. This includes employees, management, customer service representatives, and the culture within the organization. Here are some points that might help you with your article:

1. Customer-centric Approach: Airtel focuses on understanding and meeting the needs of its customers. This is reflected in their employee training programs, emphasizing customer satisfaction and personalized service.
2. Skilled Workforce: Airtel invests in hiring, training, and retaining skilled professionals across various functions such as technology, marketing, sales, and customer service to ensure high-quality service delivery.
3. Employee Training and Development: Regular training programs are conducted to keep the workforce up-to-date with the latest technologies, customer service practices, and industry trends. This includes both technical and soft skill training to enhance service quality.
4. Performance Management: Airtel uses performance management systems to evaluate and improve the performance of its employees. This helps identify improvement areas and reward high-performing individuals, motivating staff and ensuring accountability.
5. Diverse and Inclusive Culture: Airtel fosters a diverse and inclusive work environment where employees from various backgrounds and cultures can thrive. This diversity contributes to innovative solutions and services that cater to a broad customer base.
6. Leadership and Vision: The leadership at Airtel plays a crucial role in setting the vision and direction for the company. Their focus on innovation, customer satisfaction, and expansion into new markets influences the entire organization’s approach to service delivery.
7. Customer Support Teams: Airtel has dedicated customer support teams available through various channels like call centers, social media, and in-store assistance. These teams are trained to efficiently address customer queries, complaints, and feedback.
8. Employee Engagement: Airtel engages its employees through various initiatives, including recognition programs, feedback mechanisms, and team-building activities. This helps in maintaining high morale and a positive work environment.
9. Community Involvement and CSR: Employees are encouraged to participate in community service and corporate social responsibility (CSR) activities. This contributes to societal development and builds a positive brand image and employee pride.
10. Innovation and Collaboration: Airtel encourages a culture of innovation where employees are motivated to develop new ideas and improvements. Collaboration across different departments is promoted to ensure that the company can offer integrated and comprehensive solutions to its customers.

Airtel Process Strategy

The “Process” element of the Service Marketing Mix for Airtel involves the procedures, mechanisms, and flow of activities by which services are consumed. This includes everything from service delivery to customer interaction and post-sale support. Here are key points to consider for the Process aspect in your article on Airtel:

1. Service Activation and Provisioning: Airtel has streamlined processes for activating new mobile connections, broadband, or DTH services. The process is designed to be quick and efficient, minimizing the time from purchase to activation.
2. Billing and Payment: Airtel offers multiple channels for billing and payments, including online portals, mobile apps, physical stores, and bank auto-payments. This flexibility enhances customer convenience and ensures timely payments and service continuity.
3. Customer Onboarding: The onboarding process for new customers is made seamless with digital forms, e-KYC (Electronic Know Your Customer), and immediate service activation options. This reduces paperwork and makes the process faster and more environmentally friendly.
4. Customer Service and Support: Airtel provides 24/7 customer support through various channels such as call centers, live chat on their website and app, email, and social media platforms. This ensures that customer queries and issues are addressed promptly and efficiently.
5. Online and App-based Services Management: Airtel offers a comprehensive mobile app and online portal that allow customers to manage their accounts, pay bills, recharge, change plans, and access support. This digital-first approach simplifies processes for the customer.
6. Feedback Mechanisms: Airtel has established mechanisms to gather customer feedback through surveys, social media monitoring, and direct feedback channels. This feedback is used to improve service delivery and customer satisfaction.
7. Network Management and Maintenance: The company employs advanced technologies and processes for network management and maintenance to ensure high-quality, uninterrupted services. This includes regular updates and upgrades to the network infrastructure.
8. Service Customization: Airtel allows customers to customize their service packages and features according to their needs. This process is facilitated through the Airtel app and website, where customers can easily modify their plans.
9. Dispute Resolution and Redressal: Airtel has a structured process for handling customer disputes and complaints, ensuring that grievances are addressed promptly and fairly.
10. Service Termination: The service termination or plan changes process is straightforward, with clear instructions on the Airtel website and app. Customers can also seek assistance from customer service for any related queries.
11. Privacy and Data Security: Airtel follows strict processes to ensure the confidentiality and security of customer data in compliance with legal and regulatory standards. This includes secure data handling procedures and customer consent management.

Airtel Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the environment in which the service is delivered, along with any tangible elements that facilitate the service process or enhance the customer experience. For Airtel, a leading telecommunications company, physical evidence plays a crucial role in shaping perceptions of multimedia messaging services and reinforcing brand image. Here are some key points that highlight the physical evidence aspect of Airtel:

1. Branding and Visual Identity: Airtel’s brand logo, color scheme (predominantly red), and visual identity are consistently applied across all customer touchpoints, including retail stores, promotional materials, and digital platforms. This visual consistency helps reinforce the brand’s image and aids in easy recognition.
2. Retail Stores and Customer Service Centers: Airtel’s retail outlets and customer service centers are designed to be welcoming and professional, reflecting the brand’s commitment to quality and customer service. These physical locations are equipped with the latest technology to assist customers efficiently.
3. Website and Mobile Application: The design and functionality of Airtel’s website and mobile app provide a seamless and user-friendly experience. They are virtual evidence of Airtel’s commitment to leveraging technology for enhanced customer service.
4. Marketing and Promotional Materials: Airtel uses high-quality marketing materials, including brochures, banners, and advertisements. These materials’ professional design and clear messaging contribute to the company’s professional image.
5. Telecommunication Infrastructure: Although not directly encountered by most customers, Airtel’s vast network of towers, technical equipment, and fiber-optic cables are crucial physical evidence of its capability to deliver high-quality service.
6. Billing and Communication: The design and clarity of Airtel’s billing statements, both physical and digital, also serve as physical evidence. They are crafted to be easy to understand, reinforcing transparency and trust.
7. Employee Uniforms: In retail stores and service centers, employees wear branded uniforms, making them easily identifiable and enhancing the professional look of Airtel’s physical service environments.
8. SIM Cards and Devices: The physical SIM cards and branded devices (such as routers or modems for broadband services) provided by Airtel are designed with the brand’s logo and color scheme, serving as a tangible reminder of the brand.
9. In-store Experience and Ambiance: The layout, lighting, and overall ambiance of Airtel’s stores are carefully curated to offer a pleasant and engaging customer experience, reflecting the brand’s focus on customer satisfaction.
10. Customer Testimonials and Success Stories: Displayed in stores, on the website, or in marketing materials, these testimonials are tangible proof of customer satisfaction and the quality of Airtel’s services.

Liked this post? Check out the complete series on Marketing Mix