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Submitted by: Dilip Kumar A-41 Kapil Sharma A-54 Sumit Malik A-58 Avesh Srivastava A-53 Hardik Harshwardhan A-31
The telecommunication sector continued to register significant success during the year and has emerged as one of the key sectors responsible for Indias resurgent Indias economic growth. The Indian Telecommunications network with 621 million connections is the third largest in the world.
The sector is growing at a speed of 45% during the recent years. Private operators hold 88.76% of the wireless market share where as BSNL and MTNL, two PSU operators hold only 11.24% market share.
Name Bharti Airtel Limited Established July 07, 1995, as a Public Limited Company Headquarters New Delhi, India
Business description Provides GSM mobile services in all the 22 telecom circles in India, Srilanka, Bangladesh and now in 16 countries of Africa. DTH and IPTV Services
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Proportionate revenue Rs. 202,395 million (ended December 31, 2012-Audited) Rs. 184,767 million ( ended December 31, 2011-Audited) Listings Bombay Stock Exchange Limited (BSE) National Stock Exchange of India Limited (NSE)
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MY AIRTEL
BRAND LOGO
Tagline of brand
'Power to keep in Touch (1995)
Media Objectives
To make telecom services mark the beginning of the next phase of Indias telecom growth story and elevate the telecom sector on a par with most advanced markets in the world. To help Airtel to lead Indias journey on the information superhighway with world-class services.
Media Mix
Airtel Used Strong Media Mix Television Online Outdoor Primary medium is television It produces a high reach and frequency of airtels primary and secondary market. Goal of Airtel is to reach 75% of 18-40 years (This medium is excellent at building frequency which will enable the brand to keep top of the mind awareness)
Airtel focused on television because: Their Primary target market is watching 22 hours television a week Reach of television is quickly build as compared to the print media. Outdoor Primary target market drives 162 km and secondary target market drives 190 km a week. It builds very high frequency quickly over a short period of time.
Airtel has chosen online advertising: Target audience spends 14 hours online and it is a medium whose use is increasing for the younger demographic. Cost effective medium with a much lower total cost for an entire year. Newspaper: It is not considered for the plan because it is not highly favored by Airtel primary target audience (18-30). The poor reproduction, necessary insertions and throw away nature of medium means that developing frequency is costly that limits the viability of their campaign.
Radio They are using radio advertising because of the high reach. It builds frequency.
Magazine: Advertising in magazine was not seen as effective medium. While shelf life is a benefit to magazines, for their goal of initial heavy weights and sustaining throughout the year, they found magazine would be a weak medium.
Media execution
Airtel use specifically target online website: Advertising will be executed using different sizes, rectangle, leaderborad, skyscraper. Websites types to be included are sports, news, and magazines.
Television: The advertisement of Airtel must be telecasted initially at prime time at high frequency as the target audience (youth and working class) sits in front of the television at night, this will also reduce wastage. Sponsoring of television serials with high TRPs can be another technique used under media scheduling. Example: TV news channels, Star Plus, Sony (KBC).
Brand Awareness
Brand awareness is spread through the campaigns and brand preference through brand stature. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city,' bearing just the company's name and without explaining what Airtel was. In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection .
Airtel formulated an advertising campaign which rope in famous movie actors as celebrity endorsement in a suitable way to promote the brand and is an effective tool for expanding market share. Advertising on television in the prime time and also huge 3D billboards may prove to lure the target audience. Repeated Airtel Mall Activity programmes activated on Christmas day. Apart from making awareness about Airtel, For this a Live Christmas Santa was among the people and was made the medium of Airtel Mall Activity which yielded very good results of awareness of Airtel Services.
Advertising Objectives
Reach audience with interesting and persuasive messages. Breakthrough the communication clutter in the market place. Influence the behaviour of its target audience. Attain new customers and increase the number of relationships. The keep their target audience and existing customers updated about their new products, promotions and service reliability through emotions.
Positioning Strategy
Airtel positioned as an aspirational and lifestyle brand, in a way that trivialized the 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 , recalls Hemant Sachdev, chief marketing officer (mobility) and director, Bharti Tele-Ventures
Starting Power to keep in touch- to convey the power of instant communication. Positioned to all category and class of the society who are willing to use cellular services. Perception of Aspiration and lifestyle brand. Airtel decided that the brand should always connote leadership- be it in network, innovations, offering or service.
BRAND AMBASSADORS
Since its inception, in 1995 airtel has switched many brand ambassadors to maintain a connect with its customers. Its Brand Ambassadors range from legends like AR Rahman, Sachin Tendulkar to Shahrukh Khan, Saif Ali Khan, Kareena Kapoor, R. Madhavan, Vidya Balan. These days Airtel is using new models for promoting its brand keeping in view its new consumer base: Youth.
2002
BRAND AMBASSADORS
3 OCT, 2003
2006
Target Audience
Sanjay Kapoor, Bharti Airtel chief executive for India at a news conferences in New Delhi March 11, 2010, said Our target audience for bhartis services is Indias 560 million youth, is who have habits akin to youth in the western world. Airtel Brand is all about Teenagers, youngsters, special relations family, friends, love breaking of communication barriers. Airtel basically targets college students for their connection but many people whose age is greater than 25 also take this connection for use of services .
Airtel target working people but many house wife and college going students use this connection. Bharti airtel has a huge customer base in India. They basically target customers on the basis of age and occupation Age: 18-30 Working people (age>25)-middle income-higher income group
Advertising Strategy Airtel uses two appeals to connect to its target audiences: Emotional Appeal Humorous Appeal
Following is an Image strip of a commercial used by Airtel to represent and Emotional Appeal.
Budget Airtel has total Advertising budget somewhere closer to Rs. 700 Crores annually.
Scheduling
Advertising media scheduling is the process of choosing the most cost-effective media for advertising, to achieve the required coverage and number of exposures in a target audience. Target audience for AIRTEL will be the youth and working class situated in different geographical location. The advertisement of Airtel must be telecasted initially at prime time at high frequency as the target audience (youth and working class) sits in front of the television at night, this will also reduce wastage. Sponsoring of television serials with high TRPs can be another technique used under media scheduling. Example: TV news channels, Star Plus, Sony (KBC). First page of leading newspaper can be used to give an ad during the initial phase of the launch, slowly moving to second and third page with limited space.
Publicity Events
Sponsored various TV programmes like: Big Boss KBC Indian Sangeet Awards Satyamev Jayate Sponsored Events like: Delhi Half Marathon (Every year) Border-Gavaskar Trophy Indian Fantasy League Delhi Golf Tournament Organizes Painting competitions in various parts of the country.
Airtel, being the title sponsor, leads the way in terms of engaging with the fans on social media. Airtels social media activity with respect to the Indian GP in July where we focused on how Airtel was trying to gain traction in the build up to the event.
involved tweets and retweets about F1 alone but it has evolved since then as Airtel started
running a Twitter hashtag contest #airtelIndianGP which has been the primary reason for its follower count.
The Pinterest page has a fascinating feel to it. In terms of numbers, there hasnt been much of a change, the follower count increased from 70 to mere 88 but the effort is worth applauding. It has an array of boards covering almost every aspect of the sport along with a dedicated board for the Indian GP, which is being updated constantly The strategy and its execution clearly signify that it has made a whole-hearted effort. It has made great use of all the platforms it has used and with Airtel being the fourth largest mobile telephony company in the world expanding into newer markets aggressively and it also being the title sponsor of this prestigious event, it had to be grand and spectacular in its social media efforts
Signature Tune
Introduced In 2002 In 2002, Airtel chose one of the countrys most successful music composers A R Rahman and Tune he gives,denote "Live every moment": Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India. Rahman had been paid Rs 10 million for the
campaign
Communication Boundaries
Communication Boundaries Express Yourself platform making the breaking of communication barriers its focal point Deewarein gir jaati hain, faasle mit jaate hain, jahan do baatein ho jaati hain (Barriers break when people talk). Connecting cultures, longing to communicate without any barriers the society places, making new friends, caring, unity, peace, free mindedness Execution style: Slice of Life Target Audience: long distance relationship Son/ daughter away from home, husband away from his wife for business assignment, friends separated because of careers. Appeal: Emotional Appeal(Personal and Social Feelings) Affection, Happiness, Love, Acceptance, Belongingness
Endless Goodbye
Endless Goodbye A man and his girl are never apart even after they say goodbye With Airtel 3G video calls, you always stay close to your loved ones, no matter how far you are. love-AffectionTogetherness Nominated as Best Ad in CANNES Festival in 2010 Execution style:Fantasy,Dramatization Target Audience: people who always want to see and talk with each other Appeal:Emotional ( Personal feelings) Love,Affection
Street Performer
Street Performer Dil Jo Chahe Pass Laye Wherever you go, carry your entertainment with you Entertainment anywhere any day. Execution style: Musical Target Audience: On the GO entertainment lovers, Demanding Appeal: Mixed (Emotional and Rational): Comfort, Feature, Competitive Advantage