Airtel Channel Management And Channel Design

Airtel channel management and channel design

Presented by:Devesh Patidar

Introduction • Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. • In India, the company has a 24.6% share of the wireless services market. • It has all 23 circles of the country and covers 87% of the current population (as of FY08).

• Largest Telecom Company listed on Indian Stock Exchange.

Vision 2010 • By 2010 Airtel will be the most admired brand in India: – Loved by more customers – Targeted by top talent – Benchmarked by more businesses

Vision 2020 • To build India's finest business conglomerate by 2020. • Supporting education of underprivileged children through Bharti Foundation. • Strategic Intent: – To create a conglomerate of the future by bringing about “Big Transformations through Brave Actions.”

Mission “ We at Airtel always think in fresh and innovative ways about the needs of our customers and how we want them to feel. We deliver what we promise and go out of our way to delight the customer with a little bit more”

Core Values • Empowering People - to do their best. • Being Flexible - to adapt to the changing environment and evolving customer needs. • Openness and transparency - with an innate desire to do good. • Creating Positive Impact – with a desire to create a meaningful difference in society.

Objectives/Goals • To undertake transformational projects that have a positive impact on the society and contribute to the nation building process. • To Diversify into new businesses in agriculture, financial services and retail business with world-class partners • To lay the foundation for building a “conglomerate” of future.

Strategic Issues in Distribution • Flow of Information in channel members. • Availability of products on required time frame. • Control over the channel. • Availability of promotional items to the channel. • Claim settlement should be solved within the committed time. • Conflict between the channel members should be taking care by the company.

Products SIM (Subscribers Identification Module) • The base product of company, required for new subscriber. Now Airtel provides this SIM with 64kb memory.

• Recharge voucher • Airtel PCO

Cont. • LAPU A SIM is provided to retailers from the company at free of cost for providing easy recharge service. Only regular retailers have this facility. This SIM has a memory of 128kb and specially designed for easy recharge purpose. A retailer has minimum 5 easy rechar ge customers per month, failuring this target the SIM will be automatically deactivated. This SIM has also Rs 300 talk time free Airtel to Airtel.

General Distribution Channel

Airtel Sales Head Zonal Manager Territory Manager Direct Distributor

Rural Sales officer

Retailer

Rural Stakist Rural Distributor Retailer

08/05/09

GROUP 7

Retailer classification • • • •

A- Top 10% of total universe B- Next 20% of total universe C- Next 30% of total universe D- Remained 40% of total universe

Modern Trade This is a modern distribution channel for expansion of business. Under it there are 4 channel partners like- TMS, Mobile Bazaar, ARC & Airtel Exclusive Showrooms & This Trade Comes under Retail own head which employee of airtel. For all information & every activities there are some FOS who maintain gap between Retail own head & channel partners

08/05/09

GROUP 7

Modern Trade Distribution channel

Airtel M.T. TMS

Mobile Bazar

ARC

AE Office

M.T. – Modern Trade , ARC – Airtel Relationship Centre TMS – The Mobile Store , AE – Airtel Exclusive Office

Stock system in distribution The complete stock maintenance procedure re is categorically divided in two parts. 2. Stock to be Maintained by Distributor The distributor has to keep the LAPU balance for minimum 7 days; Here 35% of the value must be in RCV

4. Stock to be Maintained by Retailer The retailer has to keep LAPU balance for 3 days (minimum amount Rs.1500) Here 33% of the value must be in RCV.

New Distribution • By The Website