67,689,943 Customers

64,370,434 Mobile Connections

2,319,509 Telemedia Subscribers

The first private operator to have an all India presence.

HISTORY

Entered telecom business in 1985 1985-Technical collaboration with Siemens, Taka COM

corporation.

1995- opened its first cellular showroom. Won ‘Techies Award’ for four consecutive years (1997-

2000).

Bharti Airtel is one of India's leading private sector providers of telecommunications services

RevenuesRs. 117,255 million

Market CapitalisationUSD 50 Billion

Market Share 33%

SERVICES

For You –

1. Mobile- Prepaid

- Postpaid

2.Home Phones – Fixed Line

- Fixed Wireless Phones

3.Broadband & Internet

4.Blackberry

5.Calling Cards

6.Wireless Internet – Data Card

- USB Modem

• For your business:-

• Data and IP solutions

• Conferencing

• Voice solutions

SERVICES

PREPAID PLANS

• Airtel 100 SUK

• Super lifetime (for existing customers)

• Easy lifetime

• Airtel ka super lifetime validity (new connections)

• College Special Plans

• Airtel prepaid grameen pack

POSTPAID PLANS

Starter 149Airtel 299 power planNew INDIA roam 399Airtel talkathon 449New INDIA home- 299Airtel 199 talk

HOME PHONES & BROADBAND

Home Phones-• Fixed line

• Wireless phoneBroadband services-

•Speed up to 2mbps•Pay as much as you use

•India games•PC secure

UNIQUE SELLING PREPOSITION

Connectivity, Affordability. Roaming service and Value added service. Broadband and internet services. Pioneer in starting customer centers. E-commerce portal. First to bring Blackberry and iPhone with 3g technology

Airtel was the first to introduce easy recharge First to bring M-Commerce to India.

Market Segmentation

Behaviour Segmentation, benefit segmentation, demographic segmentation, market niche, mass customization

MARKET TARGETING

Elite group(above 25 years of age!)

Corporate People and Business men

Targeted youth by introducing YOUTOPIA PLAN.

Targeted women and senior citizens.

POSITIONING • ► Tagline- “power to keep in touch”. • ►”Leadership series” campaign • ►Positioned in premium category aimed

at elite class of society. • ►Perception of inspirational and lifestyle

brand. • ► Airtel decided that the brand should

always connote leadership - be it in network, innovations, offerings or services

REPOSITIONING

• ► Tagline- “touch tomorrow”.

• ► Started to capturing mass market.

• ► New look and the feel of the brand logo indicated the core values of the brand i.e. leadership, performance and

dynamism

• ► Repositioning efforts also included “AIRTEL CONNECT CENTERS”

AGAIN REPOSITIONING

• ► Tagline- “Live Every Moment”.

• ► The advertisement which changed the whole look of Airtel in the minds of

Indian consumers was full with emotions and reactions, which one will experience in a lifetime.

AGAIN REPOSITIONING

• ► Tagline- “Express Yourself.”

• ► Changed its logo to give more energetic and younger look.

• ► Advertisements in regional languages with emotional touch.

• ► Advertisements were made to highlight the capability of Airtel's network

coverage.

• ► In 2002, Airtel signed on music composer A. R Rehman and changed its tune to "Live every moment”.

• ► Used 360 degree marketing. e.g. organized Airtel Scholar Hunt with NDTV.

Airtel brand review• ► There is an amazing consistency in the

manner in which AIRTEL has over the two years emerged as the country’s top 2nd service brand in the Most Trusted Brands survey

• Brand Ambassadors:• Sharukh khan• A.R.Rehman• Vidya balan• Madhavan• Sachin( currently droped)

• ► While many legacy brands appear to be suffering from the wear and tear of

time, AIRTEL has clearly leveraged its vast reservoir of experience in the TELECOM business, focusing on attributes — like customer centricity, efficient service and quick response — that have added to the brand’s trust

AirTel Brand Review cont’d…

• ► Of respondents, 27.4% identified AirTel with “cool”, 26% with “creative” and 22% with “technically advanced”. Only 8.6% of respondents identified AirTel with “cheap”. • Between 2004 and 2005, it has increased its market share from 20.5% to 21.5% of the market.

• Brands that Figure in the Top - 100 consumer brands in India are:

• Nokia at Position 4.

• Bharti Airtel is at position 46 • Reliance Mobile is placed at 73 • BSNL is ranked 79 • Tata Indicom is at 83 • LG Mobile is at rank 90

So AIRTEL is the best player in telecom business.

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