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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