Airtel Marketing Strategy

Integrated market communicatings Group-8, Sec-C Ajit, Anuj, Prateek, Rohit, Vaibhav AIRTEL Evolution ? ? ? ? Founded seventh July 1995 First bustling ph ane federation in the world to source each(prenominal)thing except marketing and sales and finance operates in 20 countries crossways South Asia, Africa and the Channel Islands The largest cellular service provider in India 4P+2P+3P for AIRTEL ? 4Ps ? proceeds Airtel is the fifth largest telecommunication operator in the world with to the naughtyest level 230. 8 million subscribers across 19 countries ? It provides mobile, fixed telephony as well as broadband and subscription television service Airtel won 3G licenses in 13 telecom circles of India ? Product differentiation is limited so principal(prenominal) USP is uninterrupted run and troubleshooting support ? ? Price Price in the telecomm industry argon close to similar, hence main focus is on customized defrayment plans ? User is rationalise to choose between plans which favor cheaper SMS? s or calls ? Pay-per-second of usage v/s Pay-per-minute of usage is the latest attraction ? 4P+2P+3P for AIRTEL ? 4Ps ? Promotion ? Promotions argon usually in multiple formats as discussed bring forward in slides Main focus is connectivity, customized plans as well as unattackable network ? Place ? Airtel has se scoreate plans for each of the regions ? rustic nodes get more than support and focus is on basic services ? Urban customers are main targets for value added services and accordingly Airtel designs its product offerings and conference plans 4P+2P+3P for AIRTEL ? 2Ps ? People ? Involvement of raft with Airtel has increased with contracts identical har ek dost zaroori hota hai ? Final offerings are likewise passing customized to friend group rebates and so on ? adopt Design Pack design is kept red to re-inforce Airtel Brand ? definition of Plans is also evident 4P+2P+3P for AIRTEL ? 3Ps ? Peer -to-peer ? High rate of communication to inc rease peer-to-peer interaction and reviews especially in recent stages ? Personalization ? Personalization is constantly on rise especially with value- added-services ? Participation ? Airtel has tried to conduct contest every now and then to maximize customer participation but due to risque brand clutter it is difficult Media Vehicles ? ? ? ? ? ? Above the line ad ? Television ? Radio scrape Media ? Out-of-home ? Cinema Below the line publicise ? Trade Scheme ? Consumer offer ? In-shop and shop-front activities Direct Marketing Events bombilate digital Communication Ad Agencies ? Creative Agency- JWT India ? ? ? ? Airtel ended its 15-year-long relationship with creative agency, Rediffusion Y&R on Aug, 2010. Rediffusion has handled the brand since its inception in 1995 The Airtel account is worth(predicate) Rs 400 crore in terms of ad spends This also led to wobble in their logo Madison Media handles ? ? The media duties for Airtel for more than five years nowIt also handle s out-of-home and digital for the brand too Airtel TV Commercials TV Ad Campaigns by Airtel ? Har ek friend zaroori hota hai ? Purpose ? The commercial for Airtel aims to limit the brand trendier for the youth, while attempting non to alienate its older target reference set ? To position Airtel as a brand that embodies friendship, and patrons all sorts of friends connect with unitary an some opposite ? TV Advertisement analysis ? The commercial depicts different kinds of friends one has, and how the presence of each one is necessary in some way or the other ?A jingle penned by film lyricist Amitabh Bhattacharya, makes use of Hinglish and frequent youth lingo, and has the story of different categories of friends, much(prenominal) as the one who wakes one up during the wee hours for help, or another who may give you company during your financial crunch days ? The jingle ends with Har ek friend zaroori hota hai, and with the message that Airtel keeps one connected to their frie nds TV Ad campaigns by Airtel ? ? ? ? ? ? ? Dil jo chaahe paas laaye Baat karne se hi baat banti hai Do airtel bajenge to tarakki main char chand fall back jaenge Dil jo chahe pass laye Kuch bandhan atoot hote hain, jaise Airtel ka network Airtel internet 3G par Express yourself Har ek friend zaroori hota hai Ad Do airtel bajenge to tarakki main char chand lag jaenge Ad Dil jo chahe pass laye Ad ATL-TV ? ? ? It gets Pervasiveness, allows Airtel to be in the eyes of the sense of hearing all the time Even though the audience is not make to pay heed to the advertisements, the high creativity quotient of the Airtel Ads makes it virtually impossible for the audience to turn a blind eye to them The Ads are very high on the use of imagery and medical specialty ATL-TV ? ? ? The genius of the Oscar winning music director A.R. Rahman is the man behind the catchy tune Airtel advertises more on its brand and its values than its products and services Most ads just establish the value and b eliefs of Airtel than establishing its services like mobile, telephone, or broadband ATL-TV ? ? The likes of Sachin Tendulkar, Shah Rukh Khan, Saif Ali Khan, Kareena Kapoor, Vidya Balan, A R Rahman attain all been brand ambassadors of Airtel at some point or the other One of the key reasons for the lasting impact of the Airtel ads is the reinvention of the content displayed TV (Sponsorship) ? ? principal garter of Kaun Banega Crorepati Airtel subscribers were given a special chance to directly land KBC ? Participation to the learn was only restricted to the Airtel subscribers and BSNL/MTNL landline users for the first span of seasons. Sponsor of Indian Idol ? Airtel subscribers got an exclusive chance to enter the show TV (Sponsorship) ? ? BCCI has awarded the series sponsorship rights of all international play matches played in India to Bharti Airtel for the period 2010-2013 On 9 May 2009, Airtel gestural a major deal with Manchester United Football Club TV (Sponsorship) ? ? In 2009, Airtel had signed a three-year deal orth Rs 150 crore with official tournament broadcaster ESPN pencil lead Sports for the title sponsorship of the T20 league. Airtel signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season Print Media Radio ? Bharti Airtel is among the top two advertiser on radio in India (1% share) ? Promotional ads released by Airtel on radio ? ? ? ? ? ? ? ? Mobile recharge malt whisky kya hua? Aaj ka kya plan hai? EMI Airtel World Cup Pack Airtel happy recharge Airtel Minimum Recharge Marathon Airtel radio ad jingle Consumer gross revenue Promotions ? ? ? ? ? Friendz pre-paid plan for youth Ladies Special plan Seniors plan for discounts to senior citizens executive director Corporate Plans Family Celebrations offer Special discounts in Call rates & SMS services Promotional Campaigns ? ? ? ? ? ? ? Airtel Jai Hind AD Campaign Leadership campaign prize Time Campaign Magic Dalo Say Hello put up campaign Magic Hai to Mumkin Hai campaign Call Karo Sona Jeeto campaign Promotions health Campaigns ? ? ? ? Airtel and Wockhardt hospitals unitedly launched a Good Health campaign to mark World Health Day on April 7 Comprised two health check-ups at discount of 75% Post-paid subscribers of Airtel could avail theWockhardt master health check up at Rs 799 against a original cost of Rs 3200 Also available as part of the campaign was the Wockhardt Heart Check at Rs 499, aginst Rs 2400 Grameen Mobile Puratchi Rural Markets ? ? ? This scheme was for more than 45 lakh night club members of IKSCL (IFFCO Kisan Sanchar Coopreative ltd) Farmers had five free Value Added Services under this scheme. The farmers had five free voice messages on mandi prices, farming techniques, weather forecasts, dairy farming, animal husbandry, rural health initiatives on a daily basis The pack for farmers ranged between Rs 1299 andRs 4000 along with the mobile phone. Direct Marketing ? Direct marketing techniques used ? Email Marketing ? Display Ads, tender Media sites ? Location based marketing tools, QR Codes ? Telemarketing to customers Events (1/2) ? To extend their target audiences, Airtel has sponsored mixed TV programmes like ? Big Boss ? Indian Idol ? Super Singer ? Indian Sangeet awards ? Bol Baby Bol Events (2/2) ? Airtel has sponsored various events like ? Indian Grand Prix 2011 ? Champions League T20 ? Delhi Half Marathon ? Border-Gavaskar Trophy, other cricket tours ? Indian Fantasy League ? Indian Golf festival Buzz ? ? ?Launch of Blackberry, tie up with RIM Indian Grand Prix 2011 Social Networking sites ? Facebook, ? Twitter Airtel Simulator Challenge Airtel Out of house Advertising Hoardings ? ? ? ? Launching 360 degree campaign, spread over 43 days, rolled out in metros, miniskirt metros in association with Madison media plus group Want to make the brand the part of every day life of costumer. Depict Airtel as youthful, vibrant &dynamic brand Gantries, bus shelters pole, ne ons, job timers, unipoles, dropdowns, public expediency branding, station branding etc are the form of advertisements involved Airtel Out of Home Advertising Transit Medium,Street Furniture ? ? ? ? To communicate from door to door attempt more attention of the customer Key nodal points of market and high traffic points, TG dwelling and the concentration area Sky ballon branding, boat branding, Cycle branding, Airtel Product Placement Months before the announcement of the August 22nd iPhone launch, fanatics in India were howler for their shot at iPhone 3G mania. You would think from the crowds in the photo that the Airtel iPhone launch in Mumbai, India was a raging success. Think again One cult of iPhone colleague present at Airtels testical festival knows otherwise.Airtel Branded Entertainment ? ? ? Way to create buzz The ads can be flashed in between the various highly watched TV serials or can be sponsors of some big movies play matches, Super star awards, Dance, singing co mpetitions Airtel Sensory Branding ? Through its mite tune ? Its unique color and logo ? Having celebrities like Sachin Tendulkar and A. R. Rahman digital Communication Web 2. 0 Digital Communication Web 2. 0 Digital Communication Web 2. 0 Digital Communication Web 2. 0 CSR Initiatives ? ? ? Initiative of opening Airtel Ashiana for underprivileged children at the Mohali office of AirtelTied up with an nongovernmental organization to distribute daily surplus food to needy children Airtel Experience pump by Access MO for the benefit of visually impaired people as well as people from deprived section of society CSR Initiatives ? ? Bharti launchation, the philanthropic arm of Bharti Enterprises was established in 2000 with a vision to help underprivileged children and young people of our country realise their potential In the process of setting up a 1000 Satya Bharti Schools to deliver high quality education to underprivileged children in the deepest rural pockets The First removal firm Advantage 1.Electronic recharge 2. Hello Tunes 3. Airtel Live 4. Portfolio Manager 5. Song backstop 6. Easy Music 7. Black berry handsets 8. M-cheques Airtel- Retail Media ? ? ? ? Presence of recharging excerptions by an extensive network of small stores/big retail stores/small or big retail shops/pan shops etc Easy way to recharge option by keeping a specific number digit for a particular type of recharge option Availability of new sim cards free of cost to increase the customer base at various outlets Airtel owned stores and Airtel galleries present in every district to address customer queries more responsiblySocial, Ethical & Legal Issues ? ? VAS Fraud ? There has been plentifulness of criticism about Airtel for its unauthorized VAS activation ? Many of its services were activated automatically according to a complaint ? Several thousands of users were incorrectly billed ? In return Airtel launched STOP/START 121 services for such issues ? Alternatively, one can sign up on the Do non Disturb list to avoid all telemarketing calls and SMS Controversy ? Bharti Airtel(India) was issued notices by Telecom Regulatory Authority of India(TRAI) for violation of Mobile number portability(MNP) Regulations. fit in to TRAI, it had received complains from customers regarding wrong rejection of porting requests by telecom operators Social, Ethical & Legal Issues ? ? Silcon plan has dragged Airtel to the Federal High Court over allegedly making a publication to the claimant? s customers and subscriber by means of voice call, schoolbook messages or SMS informing them that the claimant is a band of fraudster (Oct, 2010) The CCC of ASCI has concluded that Airtel? s advertisement (campaign Dil Titli) is misleading, as the viewer of the TV commercial is led to think that Airtel Digital TV has superior picture uality because of MPEG4 or DVBS2 technology (Jan, 2010) Dil Titlicampaign Social, Ethical & Legal Issues ? ? ? The AIRTEL Digital TV advertisement offering lay off Regional Pack for life was accused of being misleading as the DTH licence was valid only up to May 2018 (Feb, 2010) The CCC of ASCI found the claim made in the SMS ad that Airtel Digital TV recording equipment is High Definition capable as misleading BSNL has accused Airtel of inequitable trade practices over the private operators claim that it is the only mobile telecom service provider in Jammu & Kashmir (J&K) (Dec, 2004) Thank You