FUNDAMENTALS OF MARKETING

Name Roll No Semester University

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 (19972000).

Bharti Airtel is one of India's leading private sector providers of telecommunications services

Market Share 33%

Revenues Rs. 117,255 million

Market Capitalisation USD 50 Billion

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

SERVICES
For your business: Data and IP solutions

Conferencing
Voice solutions

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 149 Airtel 299 power plan New INDIA roam 399 Airtel talkathon 449 New INDIA home- 299 Airtel 199 talk

HOME PHONES & BROADBAND

Home Phones Fixed line Wireless phone Broadband servicesSpeed 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 countrys 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 brands trust

AirTel Brand Review contd

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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