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a 

1995 ± mobile service brand in Delhi and HP and BT
acquires a stake

1996-97 ± Formed Bharti BT VSAT Ltd

1999-2000 Acquires JT Mobiles in Karnataka, AP and


Punjab

2001-02 ± Launches IndiaOne , 8 new licenses in the


East, becomes largest operator, launches Airtel tune

2003-04 ± Association with Ericsson, IBM, RIM

2006-07 ± Forays into Sri Lanka and US, tie up with


Google and Microsoft
Vision 2010
m By 2010 Airtel will be the most admired brand
in India:
± Loved by more customers
± Targeted by top talent
± Benchmarked by more businesses
Vision 2020
m To build India's finest business conglomerate
by 2020
m Supporting education of underprivileged
children through Bharti Foundation
m Strategic Intent:
± To create a conglomerate of the future by bringing
about ͞Big Transformations through Brave
Actions.͟
Èission
͞ We at Airtel always think in fresh and
innovative ways about the needs of our
customers and how we want them to feel. We
deliver what we promise and go out of our
way to delight the customer with a little bit
more͟
Subsidiary Companies
m Bharti Hexacom
m Bharti Comtel
m Bharti Aquanet
m Bharti Broadband
m Bharti Infratel
m Bharti Telemedia
m Bharti Airtel(UK,US,Canada, Hongkong, USA,
Lanka)
Core Values of AirTel
m Performance

m Dynamism

m Leadership
TARGETING
m Elite
m Up market professionals
m Entrepreneur with business plans
m Low income mass category
m Youth
m Women and senior citizens by post paid
connection
POSITIONING
m ͞2   

m 
   
m   
m 

2   

m Positioned in premium category aimed at elite class of
society
m Convey power of instant communication
m Perception of aspirational and lifestyle brand
m Airtel decided that the brand should always connote
leadershipʹbe it in network, innovations, offerings,
services
m Sponsored games like Golf
͞
   
m New campaign launched to facilitate entry into new markets

m Started to capture mass market

m A new logo for Airtel- Red , black and white colors with ͚Airtel͛
enwrapped in an eclipse.

m Logo indicated core value of the brand: leadership,


performance and dynamism
͞  
m Launched to capture the imagination of the
customer
m Projects a persons desire to spontaneously
communicate through words, emotions,
sights, sounds, thoughts and actions over
boundaries, distances and geographies


m In 2003, Airtel repositioned its brand with
͞Express yourself͟ campaign
m Changed its logo to give more energetic and
younger look
m Highlight capability of Airtel͛s performance
and network coverage
m Launched in regional language
THE FIRST ÈOVER ADVANTAGE
m Electronic recharge
m Hello tunes
m Airtel Live!
m Portfolio manager
m Song catcher
m Easy music
m Black berry handsets
m È-cheques
First Èover Advantage
IÈC TOOLS
m Advertisements
m Sales promotion
m Publicity and events
AIRTEL ADVERTISEÈENT
m Airtel basically uses two appeal to connect to
the users
± Emotional
± Humorous

m Total advertising budget of Airtel is Rs. 150


crore
÷ 



 
 

  
 

    
INTERNET ADVERTISING
Èassive advertising through
m Google AdSense
m BidVertisers
m Sponsor online games at Zapak.com
SALES PROÈOTION
m ͞Friendz͟ pre-paid plan
m ͞Ladies special͟ plan
m ͞Senior citizen͟ plan
Youtopia
m Special tariff plan for youth- Youtopia
m Reduced tariffs, access to cell phones
m 14-19 years of age
m Expand customer base (limited to the older age
groups till now)
m Deviation from earlier positioning for older people
symbolizing dignity and power
m Re 0.25 for 30 seconds- night!, special bidding
portal, music download facilities, SÈS at
affordable prices
PUBLICITY AND EVENTS
Sponsored events
m Delhi half marathon
m Delhi golf tournament
Sponsored TV shows
m Big Boss
m KBC
m Indian Idol
Customer Bargaining Power
m Lack of differentiation among Service
Providers
m Cut throat Competition
m Low Switching Costs
m Attractive Schemes for new connection
m Availability of all operators everywhere
m Difficulty to differentiate Brand
m Number Portability will have ʹVe Impact
m Businesses & Consumers
Factors Underlying Èarket/Biz Strength
Vactors Weight Rating Value =
(1 ʹ5) (Weight * Rating)

Èarket share 0.15 5 0.75

New product development 0.15 3.5 0.525

Brand Image 0.10 4 0.40

Sales force 0.15 3 0.45

Pricing 0.15 3 0.45

Distribution capacity 0.10 4.5 0.45

Product quality 0.10 4.5 0.45

R&D Performance 0.10 3 0.30

Total 1.0 3.775


Airtel ʹ Strategy
ÈANTRA : Focus on Core Competencies and
Outsource the rest!
Product
Innovation

Core
Pricing VAS
Competencies

Èarketing
and
Branding
Performance till date
m Bharti Airtel has enjoyed an excellent run ever
since the telecom sector opened.
m It has managed to hold on to its leadership
position inspite of the presence of other
players with deep pockets ʹ Ambani͛s, Tata͛s,
Birla͛s and Vodafone.
m Has coped well with regulatory changes.
m Continues to attract and delight customers.
V  RE SRAEGIES
Growth Factors
Infrastructure
Sharing

Rural
Growth Èanaged
Telephony Services
Factors

Enterprise
Telecom
Road Èap ʹ Growth Path

VPN & VoIP

WiÈAX

3G

2G/2.5G
Airtel - Strategy
Product
Innovation

Pricing
Core VAS
Competencies

Èarketing
and
Branding

ÈANTRA : Focus on Core Competencies and


Outsource the rest!
Thank You!!!!!!!

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