Airtel 2007

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VISION

By 2010- The Most Admired Brand in India

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ØLoved by more customers.Ø

ØTargeted with top talent.Ø

ØBenchmarked by more businesses.

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8/14/2019 Airtel 2007


Airtel- Brand Perception

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Andhra Pradesh

Geographic Segmentation

ØMainly Focusing Rural Areas of AP .Ø

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Very Little Mobile Penetration.Ø

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Andhra Pradesh- Plans

Market Share- 36% of total Mobile users, being over 6

million in numbers.(May 2008-COAI).

ØAdd 3,500 towers by the end of December.Ø

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Cover 90 percent of its population.Ø

ØAdvance Technology Introduction- 3G,

M-check, ATM Recharge.Ø

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Andhra Pradesh- Offers ØMoney-back guarantee offer in case of call drop or

poor network experience.Ø

ØLow Price & Youth Oriented Schemes (Campus Pack,

Students Pack, Friends & Family Pack)Ø

ØVoice SMSØ

ØMoney Transfer from Mobile

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8/14/2019 Airtel 2007


Music-

ØTouches everyone’s heart.Ø

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ØFull of emotions.Ø

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ØAirtel chose the best one i.e A.R. Rehman &offered him 10 mn $ which he could not refuse andfinally accepted.

Live Every Moment…

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Repositioning…

Tagline- Express Yourself.

Changed the Logo to give more Energetic Look.

Advertisements in Regional Languages – Emotional Touch.

Advertisements were made to Highlight the Network

Coverage.

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8/14/2019 Airtel 2007


Campaigns…Express Yourself...Ø

ØHighlight the new value added services for the customer.Ø

ØHighlight the main benefit.Ø

ØAs a Result, The Brand Awareness among people grew from60% to 91%.

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Campaigns…Atoot Bandhan Atoot Network

ØEmotional Touch.Ø

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ØTargeting Rural Consumers.

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ØPromoting Bundled Offers.Ø

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Campaigns…Barriers break when people talk.

ØIf People talk to others with different religion orregions, its easier to overcome the barriers..Ø

ØGives a message in the ad to ring the emotional bells

of common man.Ø

ØThe Best Ad of the Year Award-2007.

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Campaigns

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Proud to be an Indian…

ØFocuses on the Indians who have made an impact on theworld by taking initiatives.

ØShows the T rust one has on Leaders like Mahatma

Gandhi…..so that one can keep faith on the leader of thetelecom company.Ø

ØSo proud to be the customer of Bhartiand proud to be an

Indian.

Campaigns…

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Ø

For younger look.Ø

ØCustomers expect something different in terms of services,

values and also in terms of appearance.Ø

ØMaintain the leader’s position in the market.Ø

ØCompetition in Market- has to Highlight Services to stand

out.Ø

ØMany Celebrities- so that masses can relate to the

Need of Repositioning…

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8/14/2019 Airtel 2007


Marathons in cities like New Delhi & Calcutta.

Airtel Bindass India Concert at Mumbai on January13, 2008

Sponsored events like Big Boss.

Events…

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Capital Expenditure of 2.5 Billion $ in F.Y. 2008-2009.

Plans to cover 90 % of the villages by 2010(approx. 5.4 lakh villages)

To meet out this demand of large network Bharti has hired twocompanies, for passive Infra-structure.

•Indus- for network in 16 circles.•Infratech- for network in remaining 7 circles.

Growth Prospects..

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The main motive is to tailor its services according to the needs of thenew customers.

Joined hands with Indian Farmers’ Fertilizer Co-operative (IFFCO),providing handsets bundled with an airtel connection

Keeping them informed about farming techniques, dairy farming, mandiprices, animal husbandry & rural health incentives. Also assistingfarmers through dedicated helpline numbers.

Growth Prospects..

Airtel 2007

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