airtel brand audit

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Presented By: Brand Audit of : Dil jo chahe pass laye… 1

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Page 1: Airtel Brand Audit

Presented By:

Brand Audit of :

Dil jo chahe pass laye…

1

Page 2: Airtel Brand Audit

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises.

It is one of India’s leading private sector providers of telecommunications services with

more than 110 million customers.

The businesses at Bharti Airtel have been structured into three individual strategic

business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise

Services.

Core values Empowering People - to do their best

Being Flexible - to adapt to the changing environment and evolving customer needs

Making it Happen - by striving to change the status quo, innovate

& energize new ideas with a strong passion & entrepreneurial spirit,

Openness and transparency - with an innate desire to do good

Creating Positive Impact – with a desire to create a meaningful difference in society.

INTRODUCTION

Page 3: Airtel Brand Audit

Mobile / Wireless Services

– 2G / 3G– Rural Market

Telemedia Services

– Fixed Line– Broadband– DTH

Enterprise Services

– Carrier– Corporate

Passive Infrastructure

– Bharti Infratel– Indus Tower

3

Integrated Telecom Company

Page 4: Airtel Brand Audit

TAGLINES OF BRAND

'Power to keep in Touch‘ (1995)

'Touch tomorrow‘ (1999)

'Live Every Moment' (2002)

'Express yourself‘ (2003)

Dil jo chahe pass laye…

Page 5: Airtel Brand Audit

Changing Commercials

5

Old New

Page 6: Airtel Brand Audit

Political Regulations Political Opposition to participation by the private players Govt support to promote FDI in Telecom

sector Banning of Phone Use in Certain

Circumstances

Technology Equipped with New Technology Rapid Industrial growth rate

induced by emerging technologies.

Strong Fibre Optic Network Utiilization of E- Commerce

facilities Efficient Customer Care

Services

Socio-Cultural High End Phones becoming

status symbol Due to Intimate family bonding

in Indian Culture, there is need to remain connected Tech Savvy Generation

Economic Cost of calls Being Driven Down Worldwide Recession- Both Boon & Bane Middle class consumer base growing due

to accelerated economic growth Untapped markets in emerging

Economies - New Opportunity

PEST ANALYSIS- EXTERNAL ANALYSIS

Page 7: Airtel Brand Audit

SUBSCRIBERS ANALYSIS

2005 2006 2007 2008 2009 2010 40544

CDMA 11.15 20.95 44.61 68.37 94.5 105.67 206.94

GSM 41.07 68.19 120.47 192.7 291.26 478.68 564.24

TOTAL 52.22 89.14 165.08 261.07 385.76 584.349999999998

771.180000000001

50150250350450550650750850

Total wireless subscribers (in million)

Su

bsc

rib

ers

(in

million

)

7

Page 8: Airtel Brand Audit

SUBSCRIBERS ANALYSIS

2007-08 2008-09 2009-10 Dec-10 Jan-11

TOTAL 192.7 291.26 478.68 526.65 564.24

AIRTEL 61.98 93.92 127.62 152.49 155.79

50

150

250

350

450

550

Bharti Airtel GSM Subscribers (in millions)

Su

bsc

rib

ers

(in

million

)

8

Page 9: Airtel Brand Audit

Contd…..

9

10

30

50

70

90

110

130

Bharti Airtel Rural Wireless Subcribers(in millions)

Su

bscri

be

rs (

in m

illi

on

s)

Page 10: Airtel Brand Audit

Contd…..

75%150 million

21%43 Million

4%7 Million

Overall Bharti Airtel Subscriber Base

IndiaAfricaSrilanka &Bangladesh

10

Page 11: Airtel Brand Audit

SWOT ANALYSIS

Strengths:

• Excellent Marketing.

• Good Plans and Services

• Wide customer base.

• Successful introduction of 3G.

• Tie ups with foreign companies to improve

operations & to go global.

• Good brand equity.

• Good distribution network.

11

Page 12: Airtel Brand Audit

Contd…..

Weakness:

• Improper customer service.

• Customer complaint rates are high according to

TRAI.

• Improper implementation of Re-branding strategy.

2008-09 2009-10 Dec-10

Customer Complaints 773 1736 1062

100

300

500

700

900

1100

1300

1500

1700

1900

Customer Complaints

12

Page 13: Airtel Brand Audit

Contd…..

Opportunities:

• Bharti Infratel – Cutting Down cost in Rural

area

• Match Box Strategy – Scale of Penetration

• Current Tele-Density – 30.6 is still low among

developing countries

• Low Broadband Penetration, Rural

Telephoney

13

Page 14: Airtel Brand Audit

Contd…..

Threat:

• Introduction of Mobile number portability

(MNP).

• Price competition from Vodafone and Idea.

• India centric – Major revenues from India

14

50%

36%

14%

Bharti Airtel

Subscriber In

Subscriber Out

Net Addition

Page 15: Airtel Brand Audit

BCG MATRIX Stars ?

Cows Dogs • Fixed Line Services

Market ShareLOWHIGH

Mark

et

Gro

wth

R

ate

HIG

HLO

W

Mobile Services

DTH & IPTV

Broad Band

3 G Services

Page 16: Airtel Brand Audit

ANSOFF MATRIX

16

Page 17: Airtel Brand Audit

PRO

DU

CT R

ANG

E

N

arro

w

Bro

ad

NATIONAL GLOBALGEOGRAPHICAL SCOPE

BSNL, MTNL

15.00 %

Other – 5%

Airtel 25%

10 %

Reliance 18%

Vodafone 17%

TATA 9.3%IDEA 9.6%

VIRGIN -0.5%

Strategic Group Analysis

Page 18: Airtel Brand Audit

GE MATRIX

18

Mar

ket A

ttra

ctive

ness

Strong Medium Weak

Low

Med

ium

Hig

hBusiness Strength

5.00 1.002.333.67

5.00

3.67

2.33

Page 19: Airtel Brand Audit

Factors Weight Rating(1 –5)

Value =(Weight * Rating)

Resource availability 0.20 3.5 0.7

Overall market size 0.15 4 0.6

Annual Market growth rate

0.20 4 0.8

Profitability 0.15 4 0.6

Competitive intensity 0.10 4 0.4

Technological requirements

0.20 4.5 0.9

Total 1.0 4.0

Factors Underlying Market Attractiveness

19GROUP 7

GE MATRIX

Page 20: Airtel Brand Audit

Factors Weight Rating(1 –5)

Value =(Weight * Rating)

Market share 0.15 5 0.75

New product development

0.10 3.5 0.35

Brand Image 0.10 4 0.40

Sales force 0.15 3 0.45

Pricing 0.15 3 0.45

Distribution capacity 0.10 4.5 0.45

Product quality 0.10 4.5 0.45

R&D Performance 0.15 3 0.45

Total 1.0 3.75

Factors Underlying Market/Biz Strength

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GE MATRIX

Page 21: Airtel Brand Audit

Airtel’s GE Matrix

Business Strengths

Mar

ket

Att

ract

iven

ess

Low

High

LowHigh

Attractive

Moderate Attractive

Unattractive

Mobile Airtel

TeleMedia

5.00 1.002.333.67

5.00

3.67

2.33

Enterprise

21

GE MATRIX

Page 22: Airtel Brand Audit

REBRANDING ANALYSIS

Reasons of Re-Branding:

• To go Global.

• Strong consumer base over 200 million worldwide.

• Operating in 19 countries

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Page 23: Airtel Brand Audit

REBRANDING ANALYSIS

+ =

+ =

23

Page 24: Airtel Brand Audit

MARKET SHARE ANALYSIS

2009-10 Jan-11

Market Share 29.29 27.61

26.75

27.25

27.75

28.25

28.75

29.25

Bharti Airtel GSM Market Share (in %)

Mark

et

Share

(in

%)

24

Page 25: Airtel Brand Audit

2009 March 2010 March

Market Share 26.46 25.19

24.75

25.25

25.75

26.25

26.75

Bharti Airtel Market Share in Rural Wireless (in %)

Mark

et

Sh

are

(in

%)

Contd…

25

Page 26: Airtel Brand Audit

BRAND PERSONALITY MODEL : AAKER

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Page 27: Airtel Brand Audit

Sincerity Honest Cheerful Excitement Spirited Imaginative Competence Intelligent Successful Sophistication Upper-class Charming

PERSONALITY TRAITS

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Page 28: Airtel Brand Audit

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Brand Satisfaction is established only by the experiences that customers

have, across each of the brand’s touch-points, over the course of time.

A minority in the “Excellent” category and a one-third majority in the “Not

Satisfactory” category lead us to conclude that more of Airtel’s customer

base is disgruntled with it than delighted.

7%

27%

30%

37%

Excellent GoodSatisfactory Not Satisfactory

Brand Satisfaction

Page 29: Airtel Brand Audit

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It is a comprehensive concept, which includes all the tangible and

intangible traits of a brand, say beliefs, values, prejudices, features,

interests, and heritage. A brand personality makes it unique.

Brand personality is seen as a valuable factor in increasing brand

engagement and brand attachment, in much the same way as people

relate and bind to other people.

Brand Personality

40%

10%

23%

27%Strong NetworkCustomer ServiceInnovative SchemesValue Added Services

Page 30: Airtel Brand Audit

30

JAIDEEP

Page 31: Airtel Brand Audit

Opportunities for Airtel A static brand can quickly become irrelevant.

But brand innovation also has its risks. Brand innovation can take place internally

through research & development or it could occur externally by understanding the opportunities that are being created due to increased competition and an informed consumer.

A brand has to continually scout for opportunities to better itself and its perception among the consumers of its product.

Page 32: Airtel Brand Audit

Opportunities for Airtel Brand opportunity can be gauged by

understanding consumer behavior. One needs to understand what is pulling a

consumer away from your brand and what feature about your brand is underperforming to have the same effect – pulling the consumer away from your brand.

Page 33: Airtel Brand Audit

40%

20%7%

23%

10%

Value for Money

Coverage and Quality

Switching costs

Schemes and Benefits

Others

The reasons why people are with their current telecom service providers

Page 34: Airtel Brand Audit

10%

53%

17%

13% 7%

Coverage & Voice Clarity Customer Service QualityPricing SchemesOthers

Shows which features of Airtel brand promise are underperforming to create

a negative perception of the brand.

Page 35: Airtel Brand Audit

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Brand loyalty, in marketing, consists of a consumer's commitment to

repurchase or otherwise continue using the brand and can be

demonstrated by repeated buying of a product or service or other positive

behaviors such as word of mouth advocacy.

With a majority 63% of respondents saying they will not recommend Airtel

to anyone else, it is a very worrying statistic

Brand Loyalty

37%

63%

Yes No

Page 36: Airtel Brand Audit

CONCLUSION

Factors in favour:

Bharti Airtel has maintained its market share in telecom

industry both in the rural as well as in urban and semi-urban

areas and still they are No.1 in the telecom industry.

Bharti Airtel has successfully introduced 3G through its wide

distribution network, and they are trying to retain back their

customers through its products at the attractive prices.

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Page 37: Airtel Brand Audit

Factors in against:

Bharti Airtel’s rebranding strategy was not as effective

as it has to be, as customers are not getting familiar with

the logo.

Maximum customer complaints has resulted loss of

3.2lakh customers after introduction of MNP (Mobile

Number Portability).

Contd..

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Page 38: Airtel Brand Audit

Airtel…Dil jo chahe pass laye…

THANK Y U

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