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Presented By :-

Ankur Sharma

Nishant

Sumit ChauhanVivek Gupta

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Entered telecom business in 1985

& telecommunication in 1990

Launch cellular service in Delhi in

1992

Acquired Skycell (TN),JT Mobile(AP

& Karnataka), Spice Cell(WB) in

2000 to expand business

The First telecom company in the world to

receive the ISO 9001:2000 certification from

British Standards Institute

The First to deploy Voice Quality Enhancers

to improve voice quality and acoustics.

The First in Asia to deploy the multi band feature in a

wireless network for efficient usage of spectrum.

Won Techies Award for four consecutive

years(1997-2002)

First company to install second Mobile

switching centre

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Sunil Bharti Mittal laid the foundations of the New Delhi based Bharti group in 1970s

with a small bicycle part business

1985 Bharti group entered the telecom business by establishing Bharti Telecom Ltd.

and entered into technical collaboration with Siemens AG Germany formanufacturing electronic pushbutton telephones.

Launched cellular service in Delhi in 1992, started offering post-paid

service from Nov,1995

Started offering VAS such as Smart mail, Fax, Call hold, Call waiting etc.

and e-commerce portals to facilitate consumers.

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In the initial days due to high tariff rates cellular players had to impose high call charges on their customers and the

handsets were costly.

Naturally, they targeted the elite, up market professionals and entrepreneurs as

customers . Airtel was positioned as an aspirational and lifestyle brand .

It was pitched not merely as a mobile service, but as something that gave consumer a badge value. The Brand was

developed to connote leadership in network, innovations, offerings and services.

The taglines like "Airtel celebrates the spirit of leadership" and "The first choice

of the corporate leaders" emphasized that stance.

The Leadership campaign was reportedly successful and resulted in a marginal

improvement in Airtel performance.

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Govt. reduced the tariffs and taxes

which led to the emergence ofhuge customer base.

A brand was created that not only had

qualities like

Leadership, Performance, Dynamismbut also with supportive values like

courtesy, politeness and efficiency.

During late 1990s many national and

international players started entering

into the Indian telecom market

Other players also started imitating

strategies followed by Airtel, by offeringsame type of schemes and facilities

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In early 2000 it was observed through market surveys that the concept of leadership

was undergoing a transformation resulting in it being a moderate success.

Hence Bharti decided to humanize the brand Airtel to gain competitive advantage.

In august 2000 Bharti launched its new Touch Tomorrow campaign which aimed at

strengthening its relationship with its customers and make the brand softer to cater a

wide variety of people across the society.

The Company adopted a three-tier brand architecture to expanded its 'Touch Point

network

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Special features like music download

facility, SMS, permanent GPRS wasintroduced at a

affordable price

Tier-III

Free net Long distance Tango-Internet mobile

Tier-II

Basic TelephonyNational Long

distance ServiceBroadband

serviceMobile Service

Tier-I

Airtel

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In 2002, Airtel again repositioned its brand with new tagline Live Every Moment and

changed its logo to create a brand identity that had a younger international look and feel.

Airtel also replaced its three-tier brand architecture and adopted a two-tier brand

architecture where all wireless products were placed under Airtel brand

Airtel logo after repositioning to Live Every Moment campaign

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Rationale

In telecom industry people live a brand 24X7 so the possibilities of being tired by a continuous

campaign is very high

Brand restructuring helps the company to broaden its customer base by reaching more people

and offering new services

Success

Airtel is the most recognizable brand in Indian operator space, with 30.8% of respondents able

to identify it as a mobile brand unaided

A member of Forbes Asian Fabulous 50

Of 10 million new subscriber sign up every month one in every 4 sign up with Airtel, not only

to make calls but also to access the Web, download cricket scores and send billions of text

messages

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Problem Solution

y Lacking on emotional and human

touch in leadership campaign

y Launch of internet-interface service

called tango.

y Frequent shifts of campaign

y To expand market and attract new

customers, relationship with customers

is needed, more emotional touch is

required.

y Keeping in mind the limited

infrastructure and less technology

friendly customers the launch of tango

should have been delayed

y Better marketing strategy

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Recommendation

Strategy

oMore focus on emotional angle to differentiate the brand

oAirtel was the first cellular service provider to start customer centers (Airtel connects),

thus setting a trend of effective and responsive CRM system & it should be maintained.

o Innovative and low priced schemes for attracting massoLow-priced and Youth oriented schemes (e.g. Campus pack, Student pack) are to be

implemented more effectively.

oKeeping the competition low by strategic alliances and acquisitions.

oAggressive rural market penetration using existing infrastructure and by implementing

innovative & focused schemes.

oPromotion in regional languages to tap rural market.

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Technical

o

Widening of the network coverage areao Increasing quality of service & interconnectivity

oAdvanced technology introduction such as 3G, M- commerce across India (e.g. m-check, ATM

recharge)

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