Positioning and repositioning of airtel
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Transcript of Positioning and repositioning of airtel
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Positioning (AndRepositioning) of..
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History of CellularTelephony in India
1992 Telecommunication sector in India liberalized to bridge the gapthrough government spending
1993 The telecom industry gets an annual foreign investment Rs 20.6
million
1994 License for providing cellular mobile services granted by the
government of India for the Metropolitan cites of Delhi, Mumbai,Kolkata & Chennai. Cellular mobile service to be duopoly
1995 19 more telecom circles get mobile licenses
1997 Telecom Regulatory Authority of India is set up
1998 Annual foreign investment in telecom stands at Rs 17,756.4 million
1999 National Telecom Policy is announced, Tariff rebalancing exercise
gets initiated, FDI inflow into telecom sector falls by almost 90% to
Rs. 2126.7 million
2000 Amendment of TRAI Act. &FDI inflow drops further down to Rs 918
million coming
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45%
20%10%
25%
A tree is known by its fruit.
Market Share Distribution
VODAFONE
OTHER(IDEA,TATADOCOMO,AIRCEL etc)
RELIANCE
AIRTEL
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Companyprofile
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n The flagship services of the Bharti group included Airtel (cellular),Mantra (Internet Services) and Beetel (telephone instruments)
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In 1985,he entered the telecom business by establishing BhartiTelecom Lmtd that manufactured telephonic equipment.
Starting work with Siemens AG (Germany) & TakacomCorporation (Japan) .
Bharti invested heavily in the acquisitions and alliances ,As a part of this, Bharti acquired JT Mobile (Andhra Pradesh
and Karnataka), SkyCell (Chennai) and Spice Cell (Kolkata).
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4It is the largest cellular telecom company in the countryreaching over 600 mln people in 16 (out of 29) states of India.Company posted revenues of Rs 8.48 billion & a net loss of Rs1 billion in the financial year 2000-01
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Question
Examine the circumstances in which Bharti
and trace the brands initial days in the
backdrop of the emerging cellular telephony
market in India. In the light of the Leadership
campaign, analyze why Airtel and other cell
phone brands were seen as premium-end
offering.
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Answer
Airtel was launched as a postpaid cellularservice in delhi in 1995
The company redinfed cellular service
innovative marketing strategies, continuoustechnological up-gradations and efficientcustomer services.
Airtel brand set many benchmark for indiancellular industry(First operator to setupcellular showroom)
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Segmentation of AIRTEL
On the basis
ofGeography
SubdividedStates intocategory A, Band C
Stepwise segmentation
Divided Indian
market in
telecom circles.
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A good beginning is half ofthe battle..
Middle age
Corporate
Home-maker
Young generation
Earlier elite class above age
group of 25 years.
Targeted women and senior
citizens by introducing post paid
plans.
Corporate people and business men. Again targeted youth by introducingYOUTOPIA plan.
TARGET
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Strategy of Targeting(example)
Ogilvy On
Advertising
written by
David Ogilvyperfect portfolio of psychology
emotions
product benefit
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power to keep in touch
Always maintain leadership - be it in network, innovations, offerings or services
Positioned in premium category aimed at elite class of society
Positioning
Perception of aspirational and lifestyle brand.
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Repositioning
Positioned in premiumcategory aimed at
elite class of society.
Tagline
FocusStarted to capturingmass market
Before After
Touch
tomorrow.Live Every
Moment
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Reason forrepositioning
Why repositioning
Emotional love
customers to derive
all benefits of
cellular telephony
'kept close to the
heart.'
Airtel also shifted
its focus from SEC A
audiences to SEC B
audiences
convey a warm and
informal style
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Brand endorsement
Brand essence of
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Lookingforward.
What next?
Airtel was namedthe 'Best CellularService' in thecountry
1.won the'Techies' award4for fourconsecutive years(1997-2000)2.'Tango' in 2001.. ??
http://www.icmrindia.org/free%20resources/casestudies/Airtel.htmhttp://www.icmrindia.org/free%20resources/casestudies/Airtel.htm -
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