Post on 06-Apr-2018
8/3/2019 Airtel Brand Strategies
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Airtel comes from Bharti Airtel Limited.
The businesses at Bharti Airtel have been
structured into three strategic business units(SBU's) - Mobile services, Broadband &Telephone services (B&T) & Enterprise services.
First private telecom service provider to connect
all states of India .Covers 23 telecom circles of the country, has 21
million customers
Highly successful brand in India
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Mission
To meet the mobile communication needs of our customers through :
Error-free service delivery.
Innovative products and services. Cost efficiency.
Vision
To be the most admired brand in India by 2010
Values
We will always put our customers first. We will always trust andrespect each other. We will respect our associates as we respect eachother. We will work together through a process of continuousimprovement.
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Partnerships :
Partner with world's finest companies like Singtel
(Singapore Telecom), Ericsson, Nokia,
Blackberry,IBM and many more to bring the bestof products & service.
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The Company is: The First to launch full roaming service on pre-paid in
the country.
The First to launch 32K SIM cards.
The First in Asia to deploy the multi band feature in a
wireless network for efficient usage of spectrum.
The First to deploy Voice Quality Enhancers to
improve voice quality.
The First telecom company in the world to receive the
ISO 9001:2000 certification from British Standards
Institute.
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MARKETING MIX
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Airtel Pre-paid
Airtel Post-paid
Blackberry Wireless Handheld
Value Added Services (VAS)
The different value added services provided by Airtelare-
Instant Balance Enquiry
24Hr recharge Facility
Caller line identification
Call divert, Call wait & Call Hold
Multimedia messaging service (MMS)
Airtel Live Portal
SMS based Information Service
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Hello Tunes & Ring Tones
Voice Mail Service
Easy Post-paid bill collection
Gifting of Ring Tones & Hello Tunes
GPRS
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Customer based pricing strategies.
Flexible pricing mechanism
Controlled by TRAI.
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It has wide and extensive presence even in the
remotest areas.
Airtel Customer Care Touch Points.
Distributors likeE.g. Paan shops, grocery stores, chemists, outlet
etc.
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Large scale print and video advertising.
Big celebrities like SRK and Sachin are roped in toendorse the product.
In 2002 Airtel got its Signature tune from A.R.Rehman, this signature tune is perhaps the mostdownloaded tune in India.
Provides innovations such as Bollywood moviepremiers, music services such as ring back tones &many more.
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"Friendz" pre-paid connection for youth," Ladies
Special" plan, Seniors plan.
Executives corporate plan(First to give prepaid in
this category). Special discounts in calling rates & sms services.
Providing wallpapers and screensavers on website.
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SWOT
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Market share.
Pan India Footprint.
The only operator in India other than VSNL
having
international submarine cables.
Customer care.
Promotions.
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Price Competition from BSNL and MTNL
Losing lead on technical expertise.
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The fast extending IPLC market.
Latest technology and low-cost advantage.
Growth of mobile phone users.
Untapped Rural Market.
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Market Maturity in basic telephony segment.
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Segmentation
Long Term Outlook
Product Innovation
Quality Strategy
Heavy Advertising & Media Pioneer
Effective Sales Promotion
Competitive ToughnessCustomer care
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Became the 1st Indian company to win the BestBottom Line IT & Best Knowledge Managementawards by defeating companies such as ONGC,
Birla Corp., the Tatas & Reliance at Asian level.
Positions itself as juvenile brand by linkages tocelebrities such as SRK and Sachin.
Airtel is transforming itself fully into a Service
Led Brand.
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The Airtel logo is a strong, contemporary and
confident symbol for a brand that is always ahead
of the rest. It is a specially drawn word mark.
The Airtel Image style
The Airtel Typographical style
The Airtel Colour Palette
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New tariff plans.
More value added services.
Increase in visibility and coverage
The AirTel - AirTel advantage
New innovative packages
More of the e-factor