Retailer Market Mapping

Topics: Mobile phone, Retailing, Telephone Pages: 8 (1639 words) Published: December 28, 2010









Executive Summary

This marketing initiative is one of the first steps in a series of initiatives towards making ‘Beetel’ the most loved and aspirational brand. The objective includes making Bharti Teletech Limited a robust distribution powerhouse, with a vision to enable technology reach each and every household across the length and breadth of the country.

As a part of this marketing campaign Beetel deployed its team in various areas like Mumbai, Ahmadabad, Baroda, Nagpur, Surat, Pune, Raipur, and Indore.

Following are the key objectives identified for this initiative:

• Market Mapping for the universe of retailers operating in Verticals of Telecom, IT, B2B and Electronics.

• To find out the retail outlets in the market which could be converted into Factory / Brand outlets , Shop in Shop etc.

• To understand the opportunities in the market wherein Beetel could pitch in for the distribution of the various products.


Bharti Teletech is into Selling and Distribution of Technology products as well as Manufacturing of basic and feature landline phones. Incorporated in July 1985, this was the first entity of Sunil Bharti Mittal which became the stepping stone for the group towards the telecom journey which is still touching newer heights.

Bharti Teletech was the first in India that started the manufacture of electronic push button telephone instruments under the brand name Beetel. By the time Year 1995 came to close, Bharti Teletech was the largest manufacturer of telephones in India. Around the same time, it started setting up the retail channel for selling Beetel branded phones and other products. Beetel have the distinction of being the first in India to bring: • Push Button Phone in 1985

• Answering Phone/Machines in 1989
• Cordless Phones & Fax Machines in 1990 • Manufacture of Radio Pagers in 1993 • CLI Phones in 2000
• Phones with SMS facility in 2003
• Integrated player to launch Free to Air – Set Top Boxes in 2004 • Phones with FM Radio in 2007
The Company is currently engaged into distribution & marketing of wide range of products that include Smart Phones, high quality cordless phones, modems, audio / video conferencing products, Free to Air Set Top Boxes, Fixed Cellular Phones & Fixed Wireless Terminals. The alliances are with Blackberry, Apple, ASUS, Polycom, Transcend, Logitech, Huawei, Samsung, Aastra, Panasonic and Sanyo. Apart from this, Bharti Teletech is also engaged into manufacture of high quality landline telephones at its manufacturing operations Ludhiana under Beetel brand for Airtel, BSNL / MTNL as well as retail market & exports to over 30 countries across 5 continents.

Bharti Teletech currently commands a leading share in retail as well as the telecom service provider segments. Buoyed by its experience & success in distribution & marketing as well as the changing sphere of Indian economy, the Company plans to offer a high range of products to the consumers, going forward.

Bharti Teletech Limited is emerging as a distribution powerhouse in India. With over 800 Tier 2 Distributors, 25000 Retailers network and 29 warehouses spanning across the Length and Breadth of the Country. Bharti Teletech Limited is today one of the largest distribution companies in India.

The wide range of products distributed by Bharti Teletech Limited involve Smart Phones, Flash Memory Products (Memory Card, USB Flash Drive), Lifestyle Products (Digital Photo Frame, Digital Camera, Mp3/Mp4 Players), Audio-Video Conferencing Solutions, Multimedia Projectors, LCD/ Plasma Panel, VOIP/ SIP phones, 3G...
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