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-Anil Kumar

ISMC

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Introduction

Owner- Sunil Bharti Mittal.

Bharti Airtel formerly known as Bharti Tele-Ventures Limited (BTVL).

Indias largest cellular service provider.

Known for its service.

First cellular operator to set up cellular showrooms

Airtel Connect. First cellular company to install a second mobile

switching centre.

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History

1985- entered in telecom business.

1985-Technical collaboration with Siemens,Takacom corporation.

1990- entered in telecommunicationindustry.

1992- launching services in Delhi.

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History

1995- opened its first cellular showroom.

2000- invested in acquisitions and alliancesto expand its business.

Won Techies Award for four consecutiveyears (1997-2000).

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Market Share of Cellular Service Provider

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

1

service provider

marketsh

are(%)

Airtel

Reliance

Vodafone

BSNLTATA

Idea

Aircel

Spice

MTNL

BPL

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Segmentation

On the basis of Geography

-divided Indian market in telecom circles.

-Subdivided States into category A, B and C.

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Targeting

Earlier elite class above age group of 25years.

Corporate people and business men.

Again targeted youth by introducingYOUTOPIA plan.

Targeted women and senior citizens byintroducing post paid plans.

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Positioning

Tagline- power to keep in touch.

Positioned in premium category aimed atelite class of society.

Perception of aspirational and lifestylebrand.

Airtel decided that the brand should always

connote leadership - be it in network,innovations, offerings or services

Sponsored games like Golf.

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Repositioning

Tagline- touchtomorrow.

Started to capturing

mass market. New look and the feel

of the brand logoindicated the core

values of the brand i.e.leadership,performance anddynamism.

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Again Repositioning

Tagline- Live Every Moment.

Brand Ambassador

- Sachin Tendulkar

- Shahrukh Khan- Kareena Kapoor.

The advertisement whichchanged the whole look of Airtelin the minds of Indian consumerswas full with emotions andreactions, which one willexperience in a lifetime.

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Again Repositioning

Tagline- Express Yourself.

Changed its logo to give moreenergetic and younger look.

Advertisements in regionallanguages with emotionaltouch.

Advertisements were made tohighlight the capability ofAirtel's network coverage.

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In 2002, Airtel signed onmusic composer A. RRehman and changed its

tune to "Live everymoment.

Used 360 degreemarketing. e.g. organizedAirtel Scholar Hunt withNDTV.

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Latest Advertisement

http://bp3.blogger.com/_hOUBbiiTUw4/R3DxjmfzOsI/AAAAAAAAACU/z1vkx-fABj4/s1600-h/communication_02.jpg

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PEST Analysis

POLITICAL

1985-Department of Telecommunications(DOT) was established to grow telecomindustry.

Earlier Tariff rates were high due to hightaxes. Now it become lowest in the world.

Government has replaced license fees withrevenue sharing scheme and extended thelicense period from 10 to 20 years.

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SOCIAL

Perception as a brand of the successfulpeople.

Social status.

Word of mouth advertising.

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ECONOMICAL

Earlier Inflation rates were higher.Great economic growth & continued

development of Indias economy registered

a growth of 21%.

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TECHNOLOGICAL

First cellular service to provide roamingservices and other value added services.

Efficient customer care service.

E-commerce portal.

Introduced and involves in broadbandservices, long distance services, andinternet services.

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Conclusion

Most successful brand in India with largestmarket share.

Success is based on three pillars-

connectivity, affordability and innovation.The core is connectivity, i.e. the network

Doesnt promote its product always by

celebrities.Pre paid services are more expensive than

post paid service.

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Thank You