Strategy using by Telecom Service Providers In India

Today, telecom service provider industry is going to change in India after entered 2G and 3G service. Competition is already become tough and all telecom service providers are trying to take position by much strategically.

Within 2-3 years many other new service providers are entered into Indian market and made healthy competition with good market coverage. Let’s see company/brand wise strategically analysis:-

Total GSM Market Players: - Airtel, Vodafone, Uninor, Idea, Reliance, Tata Docomo, BSNL/MTNL, Aircel, Videocon.

(1) Uninor: - Uninor brand is a joint venture between Telenor Norway & Unitech which has entered before a year ago in India and today Uninor has already taken good brand position in Indian market. Today, Uninor is playing with 5.99% market share among all GSM players. Within short span of period, it has covered good market share, covered good subscriber base and competing strong against rivals Airtel, Vodafone, Idea, Aircel etc.

Strategy: - Uninor brand has adopted “Pricing Strategy” since launching period. However, pricing strategy already been used by other service provider but no one brand come yet like Uninor pricing strategy . As well, it is coming with various kinds of unique ideas & concept on pricing part. And we can definitely say that “Price” is core competency for Uninor brand. Overall media planning too strategically where it is covering majority print media (Esp. Daily news paper), OOH, Digital media as well as TVC campaign is using much less.

(2) Airtel (Bharti Enterprise):- After changing a corporate identity, Airtel is trying to get re-position in market by targeting on youth market. The new campaign is focusing on “Har Eak Friend Zaroori Hai” in order to take strong position in youth market. Today, Airtel is moving towards totally on youth market than others.

Recently before a month ago, Airtel has released so many various kind of campaign like Curious Friend, chipku friend, proxy friend, LOL friend, Facebook friend, Sharing friend, etc. The ultimately, it is conveying message about its punch line “Har Ek Friend Zaroori Hai”.

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Overall, Airtel has lost its position from market in terms of brand equity, market share after changing logo.

(3) Vodafone: - Vodafone is getting good success and built up strong brand image in market. The Zoo zoo campaign was getting huge positive feedback and on that base Vodafone got good image. Still, the Zoo Zoo concept is running and already released various VAS services campaign as well as 3G service campaigns.

Vodafone is much strong rival of Airtel and Vodafone has also covered good market share with growth.

(4) Idea (Aditya Birla Group):- Idea brand is now much focusing on 3G network service, brand is endorsing by bollywood Star Mr. Abhishek Bachchan. The campaign is always good with creative concept but yet Idea brand could not bit either Airtel or Vodafone.

All above brands are trying to get position on their specific market and want to build up stronger brand equity.

Subscriber base:-  Airtel having 176.95 mn with 27.3% market share, Vodafone having 148.60 mn with 22.93% market share, Idea having 108.12 mn with 16.68 market share, BSNL having 93.42 mn with 14.42% market share, Aircel having 62.46 mn with 9.64% market share while Uninor having 38.79 mn with 5.99% market share.

Subscriber Growth: - Airtel 0.55%, Vodafone 0.58%, BSNL 0.93%, Aircel 1.33%, Idea 1.64% and Uninor have achieved 6.86% growth in subscriber base.

Conclusion:-

We can make easily analysis that Uninor has achieved good market within short span of period as well as also built up good brand image in Indian market.

(Source for Statistical data: - COAI, All data are Jan 2012).