GTM execution of Airtel night store and

Barriers and use case study of mobile internet

Shivani Gupta (MBA-46-2013) Under guidance of

Shwetanshu Gupta (MBA-49-2013) Mr. Puneet Gupta

Marketing Head, Airtel, Jammu

*Bharti Airtel

*Bharti Airtel Limited, commonly known as Airtel, is an Indian

multinational telecommunications services company headquartered in New

Delhi, India. It operates in 20 countries.

*Airtel is the largest provider of mobile telephony and second largest

provider of fixed telephony in India, and is also a provider

of broadband and subscription television services.

*Bharti Airtel added 5.10 lakh subscribers to take its base to 20.97 crore at

the end of July,2014. Its market share in India is highest with a value of

28.41%.

* It offers its telecom services under the “Airtel" brand, and is headed by

Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider

to achieve Cisco Gold Certification.

*Achievements

By 2015 Airtel will be the most loved brand, enriching the lives

of millions.

" Enriching lives means putting the customer at the heart of

everything we do. We will meet their needs based on our deep

understanding of their ambitions, wherever they are. By having

this focus we will enrich our own lives and those of our other key

stakeholders. Only then will we be thought of as exciting,

innovation, on their side and a truly world class company."

*Mission & Vision

*Logo

*Airtel's unique symbol is an interpretation of the ‘a’ in Airtel.

*The curved shape & the gentle highlights on the red color

make it warm & inviting, almost as if it were a living object.

*It represents a dynamic force of unparalleled energy that

brings Airtel and its customers closer.

*Red is part of Airtel’s heritage. It is the color of energy &

passion that expresses the dynamism that has made Airtel the

success it is today, in India, and now on the global stage.

*Airtel night store

* About Airtel night store

*Bharti Airtel introduced its Night Store . It’s a first of its kind store. It

enabled the customers to buy value-for-money offers on their prepaid

mobile for internet usage and local calling at night, 12 midnight to 6am.

*It includes unlimited internet and calls ranging from ₹ 1 to ₹ 49.

*This night store is a combination of:

*Unlimited Airtel to Airtel local calls for ₹ 7

*Unlimited 2G internet for ₹ 8

*500Mb of 3G internet for ₹ 29

*1Gb of 3G internet for ₹ 49

*Unlimited Facebook for ₹ 1

* Snapshot of official site of Airtel Night Store

*Promotional strategies

*Online/viral approach

*Teaching institutes

*Off-campus visibility

*Approaching cyber café and eating point in Jammu

*Recreation spots

*Rural areas

*Online Promotion

Event 1: This online promotion was done on Facebook pages.

Canara bank officers batch

Viewers - 93

The Head Hunters

Viewers - 243

This online promotion was done on facebook pages.

All New Management Club

Viewers - 92

The Business School

Viewers - 54

Event 2: Various tuition institutes were targeted

PG near ASL institute,

Kacchi Chawni

Mastermind Classes,

Kacchi Chawni

*Teaching Institutes

Various tuition institutes were targeted

Abhimanyu IAS Academy,

Gandhi NagarAchievers, Shastri Nagar

Gurukul Institute, Kacchi Chawni

Various tuition institutes were targeted

* Activity in teaching institutes

Vector Institute, Shastri

Nagar

The Head Hunterz, Gandhi

Nagar

*Off campus visibility

Event 3 : Approaching hot spots near college campus

Raina tea stall, MBS college

Photostat shop, MBS

college

Approaching hot spots near college campus

Nescafe, Jammu University

Eating point opposite MIET

college

*Cyber café

Event 4: Approaching various Cyber Café.

Jungle Dot Com,

near JU

Sherry Cyber Café, Kacchi

Chawni

*Eating points

Momo Hut, Shastri Nagar RK Sweet Shop, Thandi Khui,

Samba

Event 5 : Approaching eating points

Approaching eating points

Zamindara Dhaba, Thandi

Khui, SambaJanta Fruit Ice-Cream,

Gandhi Nagar

*Recreation spots

Event 6: Approaching recreation points

Pool and snookers club,

Rehari

Platinum Gym, Bahu

Plaza

Approaching recreation points

Creamy Bite Ice-Cream

Parlour

Oasis Gym, Bakshi

Nagar

* Semi- Rural Market

Event 7: Approaching Semi-Rural Market

Pathania Sweet Shop, Samba Samsung Electronics Shop,

Vijaypur.

Hungry Hoops, Samba Amar Communication,

Samba

Approaching Semi-Rural Market

BSF Camp, Paloura

Manhas General Store,

Paloura

Approaching Semi-Rural Market

Gitangi Shopee, Paloura General Store, Paloura

Approaching Semi-Rural Market

*On field learning with Sales team

*For four days we were tagged with area sales head.

*Areas covered: RS Pura, Miran Sahib, Muthi, Domana, Akhnoorand Nagrota

*Sims sold: 100

*Promotion of Airtel Magic Recharge

*Banners placed at various retail

points.

*Barriers and use case study for

mobile internet

*Objectives

*Main focus was on:

*The digitally excluded people, who have little or no

opportunity of accessing the internet

*The digitally dismissive people, who have (or potentially have)

a means of accessing the internet but choose not to use it.

We know that a large proportion of older people do not use

communications technology, the question is, why not?

*Main objectives:

*To explore older people’s knowledge, attitudes and preferences regarding the internet.

*To discover any barriers that is likely to prevent older people (or particular groups of older people) from using computers and the internet.

*To understand older people’s views on how to overcome the barriers.

*To suggest ways to overcome these barriers.

*The research covered three main areas:

*Understanding of the mobile internet and perceived barriers

*Potential benefits of using the internet.

*Ways to overcome barriers and enable older people to make use of the

internet.

*Research methodology

*Sample size: 200

*Questionnaire design: 8 open end questions & 6 closed end

questions

*Sample : Sample of 200 respondents was taken form population

above 40 age group.

*Source for data collection: Primary data (Questionnaire)

*Questionnaire

0

10

20

30

40

50

60

70

80

90

40-45 45-55 55 ABOVE

Series1 55 85 60

Age o

f re

spondents

Age group

*Data analysis

0

10

20

30

40

50

60

70

Professional

Managerial

Clerical Selfemploye

d

Others

Series1 24 16 55 35 70

No.

of

recpondents

Occupation

• 27% of the respondents are in age group of 40-45, 43% in the age group of 45-55 and

30% are above 55.

• 12% of the respondents are professionals, 8% are managers, 35% are clerical, 18% are

self -employed and 27% lies in others category

Access to internet

0

20

40

60

80

100

120

140

Yes No

Series1 68 132

No.

of

resp

ondents

0

10

20

30

40

50

60

70

80

Interested inusing

Not interestedin using

Series1 75 57

No.

of

resp

ondents

Interested in using internet

• Out of 200 respondents, only 68 have accessed internet and 132 had never accessed

internet.

• Out of 132 who had never accessed internet, only 75 were interested in accessing

internet.

0

5

10

15

20

25

30

35

Desktop/Laptop

Mobile/Tab Both

Series1 34 19 15

No.

of

resp

ondents

0

5

10

15

20

25

30

Yes No

Series1 16 30

No.

of

resp

ondents

Device used for accessing internet Still using internet

• Out of 68 respondents, 34 use laptop/PC, 19 use mobile and 15 use both devices.

* Barriers to mobile internet use

*Lack of awareness of what technology offers

*Hidden cost

*Too hard or too old to learn

*Affordability

*Feeling foolish

*Insecure environment

*Inappropriate design

*Age barriers

* Potential enablers

*Although older people’s understanding of how the internet and computers work is often very low, their unprompted knowledge of its potential uses and benefits is often surprisingly high. The most frequently mentioned uses of the internet and mobile include:

• Accessibility (portability)

• Easy connectivity

• Easy to recharge

• Keeping in touch: a number were aware of using mobile internet for keeping in touch with family and friends abroad as well as with younger members of the family.

• Time saving and convenient: Home shopping was mentioned as an example of something that is convenient for all and particularly beneficial for those who are housebound.

*1. Educating about internet

*First and foremost barrier is the lack of education about

internet.

*So target group can be made aware of its benefits:

*Best leisure time

*Best way to remove social isolation

*Awareness raising campaigns can be held which will help them

to have an idea of what internet is.

Suggestions

2. Focus on training/access to help if

required.

*One of the biggest problems is education, making sure there

are ways for people to access technology which make it

attractive. Lots of money is often put into capital purchases

like hardware or infrastructure but ongoing training and

support... is what people want and need.

*Training can be provided to the target group, on demand

*For this purpose a trainer can be made available in various

Airtel centers.

*3. Target Group

*CRPF, Air force personnel, BSFians can be targeted who are

away from home.

* They can be encouraged to make use of mobile internet to

get in touch with their families through video chatting.

*Low tariff internet plans can be provided to customers above age 40

and potential benefits of using mobile internet can be told to them.

* 4. Subsidies: providing low tariff internet plans to

customers above 40 age group.

* 5. Desired additional features in Sim Card

*Providing Add-on SIM card.

*Most of the respondents believe that internet is a costly affair

and most of the time they fear to use it believing that it

contains hidden costs.

*Manual with SIM card, automatic update

* 4. Marketing does not reflect older people’s

interests:

*Generally, technology is not marketed to older people in a way

that reflects their needs and interests.

*Most of the older people are interested in using technology if

they are aware of its benefits

*So internet services can be targeted to older section of society.