airtel brand strategies

8/3/2019 Airtel Brand Strategies

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Airtel comes from Bharti Airtel Limited.

The businesses at Bharti Airtel have been

structured into three strategic business units(SBU's) - Mobile services, Broadband &Telephone services (B&T) & Enterprise services.

First private telecom service provider to connect

all states of India .Covers 23 telecom circles of the country, has 21

million customers

Highly successful brand in India


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Mission

To meet the mobile communication needs of our customers through :

Error-free service delivery.

Innovative products and services. Cost efficiency.

Vision

To be the most admired brand in India by 2010

Values

We will always put our customers first. We will always trust andrespect each other. We will respect our associates as we respect eachother. We will work together through a process of continuousimprovement.


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Partnerships :

Partner with world's finest companies like Singtel

(Singapore Telecom), Ericsson, Nokia,

Blackberry,IBM and many more to bring the bestof products & service.


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The Company is: The First to launch full roaming service on pre-paid in

the country.

The First to launch 32K SIM cards.

The First in Asia to deploy the multi band feature in a

wireless network for efficient usage of spectrum.

The First to deploy Voice Quality Enhancers to

improve voice quality.

The First telecom company in the world to receive the

ISO 9001:2000 certification from British Standards

Institute.


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MARKETING MIX


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Airtel Pre-paid

Airtel Post-paid

Blackberry Wireless Handheld

Value Added Services (VAS)

The different value added services provided by Airtelare-

Instant Balance Enquiry

24Hr recharge Facility

Caller line identification

Call divert, Call wait & Call Hold

Multimedia messaging service (MMS)

Airtel Live Portal

SMS based Information Service


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Hello Tunes & Ring Tones

Voice Mail Service

Easy Post-paid bill collection

Gifting of Ring Tones & Hello Tunes

GPRS


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Customer based pricing strategies.

Flexible pricing mechanism

Controlled by TRAI.


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It has wide and extensive presence even in the

remotest areas.

Airtel Customer Care Touch Points.

Distributors likeE.g. Paan shops, grocery stores, chemists, outlet

etc.


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Large scale print and video advertising.

Big celebrities like SRK and Sachin are roped in toendorse the product.

In 2002 Airtel got its Signature tune from A.R.Rehman, this signature tune is perhaps the mostdownloaded tune in India.

Provides innovations such as Bollywood moviepremiers, music services such as ring back tones &many more.


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"Friendz" pre-paid connection for youth," Ladies

Special" plan, Seniors plan.

Executives corporate plan(First to give prepaid in

this category). Special discounts in calling rates & sms services.

Providing wallpapers and screensavers on website.


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SWOT


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Market share.

Pan India Footprint.

The only operator in India other than VSNL

having

international submarine cables.

Customer care.

Promotions.


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Price Competition from BSNL and MTNL

Losing lead on technical expertise.


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The fast extending IPLC market.

Latest technology and low-cost advantage.

Growth of mobile phone users.

Untapped Rural Market.


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Market Maturity in basic telephony segment.


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Segmentation

Long Term Outlook

Product Innovation

Quality Strategy

Heavy Advertising & Media Pioneer

Effective Sales Promotion

Competitive ToughnessCustomer care


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Became the 1st Indian company to win the BestBottom Line IT & Best Knowledge Managementawards by defeating companies such as ONGC,

Birla Corp., the Tatas & Reliance at Asian level.

Positions itself as juvenile brand by linkages tocelebrities such as SRK and Sachin.

Airtel is transforming itself fully into a Service

Led Brand.


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The Airtel logo is a strong, contemporary and

confident symbol for a brand that is always ahead

of the rest. It is a specially drawn word mark.

The Airtel Image style

The Airtel Typographical style

The Airtel Colour Palette


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New tariff plans.

More value added services.

Increase in visibility and coverage

The AirTel - AirTel advantage

New innovative packages

More of the e-factor

airtel brand strategies

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