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BRAND MANAGEMENTIN TELECOM INDUSTRY

Presented by :

Annaso Chougule [14] Krishnakant Deokar[15]

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1. At most beginning only Product/Service

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2. Start Branding

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3. Branding started with strategic management

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4. Came up with Marketing Mix

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5. Brought Integrated Marketing Communication with innovative

promotional strategy

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6. Current Scenario

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25%

18%

17%

13%

10%

9%

4% 2% 2%

Airtel

Reliance

Vodafone

BSNLIdea

Tata

Aircel

Spice

Others

GSM& MAMARKETSHARE

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AIRTEL

1995 - Bharti Tele-Ventures was incorporated on July 7, 1995

as a company

Bharti Cellular launched cellular services 'AirTel' in

Delhi

2004 - AirTel enrolls 50,000 customers in its mobile service in

60 days

Airtel was voted as the Best Cellular Service in the country

for four consecutive years. Largest Private Integrated

Telecom Company in India.

3rd Largest Wireless Operator in the World.

Largest & Fastest Growing Wireless Operator in India.

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IDEA

1995 - Incorporated as Birla Communications Limited

1996 - Changed name to Birla AT&T Communications

Limited

2000 - Merged with Tata Cellular Limited 2002 - Changed name to Idea Cellular Limited and launched

"Idea" brand name

2003 - Reached the two million subscriber mark

2004 - Acquired Escotel Mobile Communications Limited 2005 - Reached the five million subscriber mark. Turned Profit

Positive

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IDEA

2006 - Acquired Escorts Telecommunications Limited

Reached the 10 million subscriber mark

2007 - Won an award for the "CARE" service

2008 - Idea acquired 9 licences

2009 - Idea becomes a pan-India operator

Emerging Company of the Year - fastest growing

mobile operator in the worlds fastest growing telecom

market

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The name Vodafone comes from Voice data fone, chosen

by the company to "reflect the provision of voice and data

services over mobile phones.

Vodafone

Original Corporate Logo of

Vodafone before 1997

New Corporate Logo of

Vodafone as of 1997.

Vodafone started as Racal Vodafone in 1982.

It was renamed Racal Telecom in September 1988.

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Milestones

1985 1st lau c of a commercial mobile etworki t e UK

1991 1st i ter atio al roami g call i t e world

1994 1st mobile operator lau c i g SMS2001 1st pa Europea roami g price i itiative

2002 1st commercial GP S roami g service.

2004 1st offer of a 1-megapiel camera p o e to

EuropeVodafo e is t e worlds largest mobiletelecommu icatio s commu ity

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BRAND POSITIONING

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0

10

0

30

40

50

60

V DAF NE ELIANCE BSNL AI TEL IDEA

50

5

30

7

BRAND RECALL VALUE

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BRAND EQUITY

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Questionnaire

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Airtel

33%

Vodafo e

21%

Idea

14%

Tata13%

elia ce

16%

t ers3%

1] Which connection you currently use ?

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9.5

8

6

4

6

3

0

1

2

3

4

5

6

7

8

9

10

Airtel Vodafo e Idea Tata elia ce t ers

2] Out of score 10, how much score do you give to easyrecharge process of your operator ?

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3] On what basis you chose your operator ?

14%

10%

4%

70%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Eco omical

Promotio al

Validity ptio s

Network coverage

t ers

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9.5

4 45

3

0

1

2

3

4

5

6

7

9

10

Airtel Vodafo e Idea Tata elia ce t ers

4] Out of score of 10 rate of network coverage of thefollowing operators ?

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YES

82%

O

%

Ca 't Say

3%

5] Is your operator introduces promotional Offers / Schemesfrequently ?

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6] Which operator would you prefer ?

51%

20%

10%

5%

10%

4%

0% 10% 20% 30% 40% 50% 60%

Airtel

Vodafo e

Idea

Tata

elia ce

t ers

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7] Do you give preference to advertisement while choosingyour operator ?

YES

40%

N

25%

Ca 't Say35%

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8] Out of score of 10, how much score do you give tocustomer care support of your operator ?

8

7

6

5

6

2

0

1

2

3

4

5

6

7

8

9

Airtel Vodafo e Idea Tata elia ce t ers

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SWOT ANALYSIS

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AIRTEL

Strengths

More then 100 million subscribers

Other stakeholders in Bharti Airtel include Sony-

Ericsson, Nokia - and Sing Tel, with whom they hold a

strategic alliance.Network Coverage

Weakness

Continuous failure to establish itself in global market.

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AIRTEL

Opportunities

Global telecommunications and new technology brands see

Airtel as a key strategic player in the Indian market.

3G SPECTRUM.

Threats

Airtel and Vodafone seem to be having an on/off

relationship.

The quickly changing pace of the globaltelecommunications industry could tempt Airtel to go along

the acquisition trail which may make it vulnerable if the

world goes into recession.

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IDEA

Strengths

Attractive existing footprint

Established position

Strong distribution channel High quality network structure

Weaknesses

Concentration

Losses accumulated by company

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IDEA

Opportunities

- Growth in Indian telecom industry

Threats

- Intense competition

- Alternative technology(3G SPECTRUM)

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VODAFONE

Strengths

Diversified geographical portfolio with strong mobile

telecommunications operations in Europe, the Middle

East, Africa, Asia Pacific and to some extent the US. Network infrastructure.

Leading presence in emerging markets such as India

Advertising and publicity

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VODAFONE

Weaknesses

Little focus on CSR activities

US business not nearly as strong as European/rest of the

world operations

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VODAFONE

Opportunities

Improve accessibility to wide range of customers

To overtake airtel in india

Threats

Highly competitive market

Still lags behind major competitors in the US

Lack of customer base in rural market.

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