airtel (1)
TRANSCRIPT
Bharti Airtel
Kriti BhallaPrerna SuriKhushboo BahetiVikas MishraRahul ShokeenRohit Shukla
BRAND EVOLUTION Sunil Bharti Mittal (born 23 October 1957) is an Indian telecom mogul, philanthropist and the founder, chairman and Group CEO of Bharti Enterprises.
1983, Germany’s Siemens (push button telephone)
1986, Incorporated Bharti Telecom Ltd
1990, Country’s first fax machine and cordless telephones
1992, he successfully bid for one of the four mobile phone network licenses auctioned in India
1995, Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched services in Delhi
2003, the cellular phone operations were rebranded under the single Airtel brand
Bharti Airtel – An integrated Telco
Airtel Mobile services
Airtel Telemedia services
Airtel Enterprise Services
Airtel Digital TV services
Airtel money
BRAND PERSONALITYAirtel is perceived with the following personality characteristics Sincerity
Honesty
Lifestyle
Excitement
Spirited
Imaginative
Intelligent
Successful
Upper class
SWOT AnalysisStrength 1.Largest cellular service provider in India, with
over 164.61 million subscribers at the end of April 2011 2.3th Largest Telecom operator in the world with 207.8 million subscribers across 22 countries at the end of 2012 3.Only Indian operator, with VSNL, that has an international submarine cable 4.High brand visibility 5.Strong advertising with celebrity brand ambassadors
Weakness 1.Price competition from vodafone , spice & reliance etc. 2.Untapped Rural Market
Opportunity 1.Fast expanding cellular market 2.Untapped rural market
Threat 1.New entrant's low price offering 2.Mobile Number Portability
STP Analysis
Segment
• Elite class of people; Corporate
Target Group
• Elite class above 25 years age; YUPS(Young Upward Professionals)
Positioning
• Aspirational and lifestyle brand; Premium category
Brand Identity of Airtel
Airtel as Product
Mobile services
Telemedia services
Enterprise Services
Digital TV services
Airtel money
Airtel as organization
Hardworking , fun ,indigenous and genuine
Brand Identity of Airtel
Airtel as Person
Sincere , Honest , intelligent , imaginative , successful and upper class Airtel logo
Young , dynamic and warm
Positioning of Airtel
Airtel is positioned as an aspirational and lifestyle brand, in a way
that trivalised price in the mind of the consumer. It was pitched
not merely as a mobile service, but as something that gave him a
badge value.”
- Hemant Sachdeva
“Power to keep in touch”
Year 1995 -98
“In control POWERFUL”
Premium category
Perception of aspirational and lifestyle brand
POSITIONING
“Touch Tomorrow”
Year 1999 -2001”
Brand that improved the quality of life.
Core values – Leadership, Performance and Dynamism
REPOSITIONING
“Live Every Moment”
Year 2002 -2003
First time A.R.Rahman had agreed to work for any brand,
anywhere in the world.
Most downloaded ringtone in the history of
telecommunication.
FURTHER REPOSITIONING
“Express Yourself”
Year 2003 -2008
Ownership of the entire space of communication and
strengthening the emotional bond Airtel enjoys with its
customer.
FURTHER REPOSITIONING
Perceptual Mapping
High Connectivity
Low Connectivity
Low on esteem High on esteem
Airtel
Vodafone
Reliance
BSNL
Spice
Idea
MTNL
TATA
Old Logo
Old Logo – “Flag Logo”
“Air” in Black and “ Tel” in White
“ i “ in red to maintain continuity and innovation.
Letter “A” showed dominance and leadership.
It is conveyed as strong , contemporary and
confident symbol of brand which is ahead of
others.
Brand Revitalization
• The unique symbol is an interpretation of the ‘a’ in airtel.
• The curved shape & the gentle highlights on the red color make it warm & inviting, almost as if it were a living object.
• The logo represents a dynamic force of unparalleled energy .
• The “unboxed” having been freed of its rigid boundaries.
• The color "Red is part of Indian heritage. it is the color of energy & passion that expresses the dynamism that has made Airtel the success it is today, in India, and now on the global stage
BRAND ARCHETYPES
These are the two archetypes we can associate Airtel as a brand with
Airtel -
Magician
( affect transformation)
Jester
(Have a good time)
Subscribers- 141,519,840
Market Revenue- 46.417 billion
Market share-22.6%
Employee- 83900(overall)
VODAFONE
IDEA
Subscribers- 99,441,714
Market revenue-15,389 Crore
Market share – 16.09%
Employees-6481
RELIANCE
Subscribers-more than 20 million
Market revenue- 11,110 Crore
Market share-16.7%
Employee-28065
Airtel/Vodafone
POINTS OF PARITY: Both the brands have the same pricing strategies and market segmentation
POINTS OF DIFFERENCE: Target customers of Vodafone are middle class people whereas Airtel targets elite and upper class people.Airtel positions itself as a lifestyle brand whereas Vodafone positions itself as a common man’s brand.
QUICK FACTS
Airtel has nationwide presence, and is the 6th most valued brand according to an annual survey conducted by Brand Finance and The Economic Times in 2010
In 2004 Airtel announced the launch of Blackberry wireless solutions in india.
In 2010 Bharti Airtel announced a re-branding campaign wherein, they would be referred as Airtel, with a new logo.
In 2009 Airtel signed a major deal with Manchester United
Airtel, also signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season
In 2011, Airtel launched wallet service - Airtel Money in the millennium city of Gurgaon
In 2011 Airtel introduced India’s first free mobile access to Twitter.
Bharti Airtel announced the launch of ‘Airtel Broadband TV’.
Co branding
Bharti Airtel has tied up with Infosys as its technology partner for Airtel
money
Bharti Airtel has appointed Nokia Siemens Networks to supply, manage
4G network in Maharashtra
Airtel has signed a pact with Opera Software, to provide its customers
with Opera Mini browsers
Bharti Airtel and Apple together brought the iPhone 4 to India
Hungama ties up with Airtel for incentive scheme i.e to provide gaming
facility on the wireless platform.
•People really get inspired by eminent personalities such as film stars, cricketers and make them their role models therefore the company has been making use of them as their brand ambassadors for the worldwide publicity.
•There have been various tag lines which the company has adopted such as “Magic hai toh Mumkin Hai, Aisi Azaadi aur Kahaaan’ and the most recent one Har Ek Friend Zaroori Hota Hai. These tag lines helped the company to connect better with the customers.
•Airtel has devised common numbers for subscribers across the country for services like customer care, food services and cinema to make services simpler for customers using roaming facilities.
MARKETING STRATEGIES
•So that the customers moving from one place to another need not have to close and then again open new accounts at another place, it has also launched a unified billing system across circles.
•A storehouse of 40,000 frequently asked questions and their answers have been stored on computers to assist customer care personnel to deal with subscriber queries.
•Company feels that the prepaid products and services must be given value as it expects that most of its new customer i.e. 60% to 70% of the total new subscriber would come from the prepaid card segment.
•Airtel has decided to offer roaming services even to its pre-paid customers, but the facility would be limited to the region in which they buy the card to ensure that the customers do not migrate.
•The company is focusing on making the pre-paid attractive by keeping the cost low and making recharging more convenience as pre-paid cards are really catching up with the mobile phone users.
•The Company has tied up with WAITER ON WHEELS a company delivering food at home, to reach its magic pre-paid cards to subscriber’s doorsteps.
•The users can recharge their cards by just making a phone call to grocery shops as it has also joined hands with local grocery shops.
•Has also launched a special service, Care touch, for high-value, corporate customers, providing them with instant single point access for any assistance they require. They can dial 777 and enjoy a slew of services, which includes easier payment of bills, service in priority basis and value added services without any additional paper work.
•Airtel presented MTV Inbox the first ‘on-air’ SMS based interactive music dedication show exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show with real-time feedback mechanism. Both brands joined hands to target the high growth youth segment.
•Company creates brand followers by choosing eminent personalities such Sharukh Khan & Sachin Tendulkar for awareness and sponsoring events such as the Delhi Marathon etc. This is also done through advertisements and promotions.
•Airtel has signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season.
BHARTI – A GROWTH JOURNEY
GLOBAL BRANDING
Bangladesh Chad Burkina Faso Democratic republic of congo
Gabon Ghana India Kenya
Malawi Madagascar Niger Nigeria
Republican of congo
Rwanda Seychelles Sierra Lione
Sri Lanka Tanzania Zambia Uaganda
Jersey and guernsey
To make Airtel brand global Bharti Airtel joined hands with Manchester United for a five year exclusive agreement”
“This partnership is intended to delight Airtel customers across India, Sri Lanka and Seychelles by offering them a variety of benefits”
A once in a lifetime opportunity for Airtel’s guests to travel with the Manchester United first team during their way to UEFA Champions League matches and also to watch matches at Old Trafford.
When all the new assets are launched, Bharti-Airtel’s global network will span some 200,000 kilometres and be accessible in 50 countries. At the same time, the operator is building out 17 POPs around the world, including coverage in Asia Pac, the US, Europe and Middle East, which will serve as network access nodes for a range of network services, including Ethernet, video transmission services, IP and MPLS services.
Bharti Airtel has appointed JWT's Bharat Bambawale as global brand director
FUTURE PROSPECTS
Bharti Airtel is the first company in India to offer high-speed Internet services using fourth-generation (4G) telecommunications technology.
Bharti Airtel through its wholly owned subsidiary Airtel M commerce services ltd (AMSL) has launched India’s first mobile wallet service Airtel Money. It’s available across 300 key cities in India.
It has planned to expand its operations overseas to have a more wider presence.
THANK YOU……