Professional Documents
Culture Documents
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a
1995 ± mobile service brand in Delhi and HP and BT
acquires a stake
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 A new logo for Airtel- Red , black and white colors with ͚Airtel͛
enwrapped in an eclipse.
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)
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
WiÈAX
3G
2G/2.5G
Airtel - Strategy
Product
Innovation
Pricing
Core VAS
Competencies
Èarketing
and
Branding