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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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