Consumer Behavior

&Branding

Presented By ::• ANKIT SAXENA

• DAMODAR SIKARIA

• ROHIT RAY

• SHAILENDRA SHUKLA

• PINAKI DAS KHAN

• RAHUL BANSAL

Brand History

• Started : July 7, 1985.

• Founder : Mr. Sunil Bharti Mittal

• Products : Mobile and Fixed line telecommunication solutions- GSM : 23 circles.- DSL : 15 circles.

Major Operations (volume)

Voice Data

Mobile Fixed Line

Voice Data

AIRTEL

GSM GPRS / 3G PSTN Broadband

Brand History

• Revenue : $ 6 billion

• Market Share : 24.6%

• Subscribers- GSM : 14.74 million- DSL & Fixed : 1.10 million

• Recent Foray : DTH, Int. 3G tie-ups, E2E solutions, Optic networks.

Financial Snapshot

Details Q2 FY 09 Y-on-Y

Customers 79.99 mn 57.00%

Revenue $ 1,942 mn 42.30%

EBITDA $ 796 mn 36.50%

Cash Profit $ 673 mn 20.30%

Net Income $ 441 mn 26.80%

7

Target Customers

Youth General Public Corporates

Branding Technique

Co - Branding Technique

Brand Positioning

Brand Competition

Product Pricing

Above Normal or Premium Pricing

Sales Offer

• Product excellence based promotions/offers.

Sales Promotions/Offers

A new promotional strategy to help in Brand Image Building.

Brand Endorsement

Brand Ambassador's Evolution

Brand Endorsement (reasons)

• They are Icons of their fields.

• Thus reflect the attributes on the brand – Best, Unmatched, Unbeatable, Irreplaceable etc….

• Lifestyle Product.

• The GenX factor.

Brand Prism

Culture

Relationship

Personality Reflection

Physique Self Image

• Young & different.• Lifestyle Product

• Superior Voice Clarity• Exceptional Service

• High Quality• Reliable

• Contemporary• Confident• Innovation

• Emotional.• Express Yourself.

• People who seek good things.

Communication

• Product Driven Communication

• Emotions Driven Communication.

• Celebrity Endorsements -> Lifestyle Brand

Brand Recall

• A.R.Rehman’s Signature Tune.

• Instant Brand Recall.

• Most Downloaded ringtone in India (till date).

Vision 2010

• By 2010 Airtel will be the most admired brand in India:- Loved by more customers- Targeted by top talent- Benchmarked by more businesses

• To build India's finest business conglomerate by 2020

Thank you