Published on

Integrated Market Communication of Airtel

Published in: Education, Business
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Presented By- Girish Gupta(10) Shivam Gupta(47) Swati Tripathi(53) Bharti Bhutani(65) Gaurav Gupta(66 )
  2. 2. <ul><li>The dramatic changes in the field of marketing communications over the last decade have challenged marketing communicators to use communications methods that will: </li></ul><ul><ul><li>Break through the communications clutter in the marketplace </li></ul></ul><ul><ul><li>Reach audiences with interesting and persuasive messages </li></ul></ul><ul><ul><li>Assures that Marketing Communication investments yield an adequate return on investment </li></ul></ul>Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. Integrated Marketing Communications
  3. 3. Objective 2 Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. FIVE KEYS OF IMC Start with the customer Use any form of relevant contact Achieve Synergy Build Relationships Affect Behavior Five Key Aspects of IMC
  4. 4. It is our endeavor to build an integrated business, leading to higher synergies & efficiencies and creating an organization that has a truly national character in every aspect of business operations. The new structure will help us transition towards a customer focused organization while building sustainability & scalability to seamlessly manage 100 million customers and beyond. The new organization has been designed to enable strong corporate governance whilst ensuring operational freedom, through functional & matrix reporting relationships.” AIRTEL IMC BY Mr. SUNIL MITTAL
  5. 5. SWOT ANALYSIS <ul><li>Strengths </li></ul><ul><li>Over 77 Million users </li></ul><ul><li>It is the largest cellular provider in India </li></ul><ul><li>Strong Pan India Presence </li></ul><ul><li>Strategic alliance with nokia, singtel, sony give them access to knowledge and technology of telecom world </li></ul><ul><li>Weaknesses </li></ul><ul><li>Till recently they did not had own towers as compared to their own counterparts. </li></ul><ul><li>MTN Deal failure will signal lack of any real market investment </li></ul><ul><li>Oppurtunities </li></ul><ul><li>Tie up with google </li></ul><ul><li>Strategic Partnership with Blackberry. </li></ul><ul><li>Expanding its business in rural areas </li></ul><ul><li>Tie up with other companies to set up idependent tower company “Indus Towers”. </li></ul><ul><li>Threats </li></ul><ul><li>Presence of close and strong competitors. </li></ul><ul><li>Vodafone`s increasing acceptance. </li></ul><ul><li>CDMA companies providing better services. </li></ul><ul><li>Potential entry of Global competitors. </li></ul>
  6. 6. <ul><li>Business Process Management </li></ul><ul><li>Process innovation and continuous improvement through people involvement </li></ul><ul><li>Problem investigation by “fact based- root cause analysis ” </li></ul>AIRTEL MARKETING STRATEGY
  7. 7. <ul><li>Customer Defined business Process- </li></ul><ul><li>Based on customer specification, AIRTEL have webbed many business process on the following concepts: </li></ul><ul><li>Delivery time </li></ul><ul><li>Turn around time </li></ul><ul><li>Lead time </li></ul><ul><li>Time to market </li></ul><ul><li>Other performance indicator </li></ul>CONTD…
  8. 8. <ul><li>Result Oriented Approach </li></ul><ul><li>Each process has been designed by first planning the desired result. The target customer are then arrived at through identification of the following: </li></ul><ul><li>The next customer and the end customer expectations, quantifiable purposes of the process and key result areas. </li></ul><ul><li>past experience “What Went Wrong And Can Go Wrong” </li></ul>CONTD….
  9. 9. <ul><li>Airtel Was First to take advantage of following services- </li></ul><ul><li>Electronic Recharge </li></ul><ul><li>Hello Tunes </li></ul><ul><li>Airtel Live </li></ul><ul><li>Portfolio manager </li></ul><ul><li>Song Catcher </li></ul><ul><li>Easy Music </li></ul><ul><li>Black Berry Handsets </li></ul><ul><li>M-cheque </li></ul>THE FIRST MOVER ADVANTAGE
  10. 10. <ul><li>The firm already covers more 300,000 villages and hopes to extend services to 100,000 more by March </li></ul><ul><li>Bharti Airtel’s future success as the phone firm expands rapidly in Bihar, piggybacking on some 300 distributors and more than 50,000 retail outlets selling Airtel cards.  </li></ul><ul><li>Bharti Airtel’s “matchbox strategy”. It “is about making available Airtel recharge cards wherever matchboxes could be found” </li></ul>RURAL STARTEGIES
  11. 11. <ul><li>Basic Segmentation is done on basis of Regulatory norms </li></ul><ul><li>-- Telecom circles. </li></ul><ul><li>Then state is further divided into three category on the basis of the Geography </li></ul><ul><li>i.e. Class A, Class B, Class C. </li></ul>SEGMENTATION
  12. 12. Source: R.S Kaplan and S. Anderson , “Time Driven Activity Based Costing” Contribute to more than 100% of profits Customers requiring investments Break even customers Customers contributing negatively to profits … Customer Segmentation is a must ! Contribution to Overall Profitability
  13. 13. <ul><li>Invest maximum time and </li></ul><ul><li>effort to serve these customers </li></ul><ul><li>Communicate frequently, </li></ul><ul><li>respond promptly in case of </li></ul><ul><li>issues </li></ul><ul><li>Milk these accounts as </li></ul><ul><li>long as they are active </li></ul><ul><li>The Key is to recognize </li></ul><ul><li>when to stop investing in </li></ul><ul><li>the relationship </li></ul><ul><li>Do not invest in these </li></ul><ul><li>customers </li></ul><ul><li>Maximize the profit on </li></ul><ul><li>each transaction </li></ul>Period of Association Customer Profitability True Friends Barnacles Strangers Butterflies <ul><li>Analyze the size of </li></ul><ul><li>potential business </li></ul><ul><li>Cross sell if potential is </li></ul><ul><li>large; else minimize </li></ul><ul><li>investment </li></ul>Source: Harvard Business Review, April 2002 – The Reinartz & Kumar Model CUSTOMER GROUPING
  14. 14. <ul><li>Aim to …. </li></ul><ul><li>Attain new customers and increase the number of relationships </li></ul><ul><li>Increase the profitability of those relationships </li></ul><ul><li>Increase the duration of profitable relationships </li></ul>… ...Increase the Customer Lifetime Value Serving the True Friends….with profitability
  15. 15. <ul><li>Every one is target </li></ul><ul><li>Elite </li></ul><ul><li>Up market professionals </li></ul><ul><li>Entrepreneurs with Business Plans </li></ul><ul><li>Low-income mass categories. </li></ul><ul><li>Youth with YOUTH CLUB. </li></ul><ul><li>Targeting woman and seniors citizen by introducing postpaid connection. </li></ul>TARGETING
  16. 16. <ul><li>Starting “power to keep in touch” -to convey the power of instant communication </li></ul><ul><li>Positioned to premium category elite class of society. </li></ul><ul><li>Perception of Aspirational and Lifestyle brand. </li></ul><ul><li>Airtel decided that the brand should always connote leadership-be it in network, innovations, offerings or services. </li></ul><ul><li>Sponsored game like Golf </li></ul>Source: POSITIONING
  17. 17. <ul><li>Then “Touch Tomorrow” came at a time when the Indian telecom sector was witnessing the entry of more players, thus urging Airtel to talk to a bigger audience. </li></ul><ul><li>Started to capturing mass market </li></ul><ul><li>New look and the feel of the brand logo indicated the core values of the brand i.e. leadership, performance and dynamism. </li></ul>Source: CONTD…
  18. 18. <ul><li>Then came “Live Every Movement” – to capture the imagination of the customer. </li></ul><ul><li>Brand Ambassador </li></ul><ul><li>- Sachine Tendulkar </li></ul><ul><li>- Shahrukh Khan </li></ul><ul><li>- kareena Kapoor </li></ul><ul><li>These advertisements changed the whole look of Airtel and now Airtel in the minds of Indian consumers was full of emotions and reactions, which one will experience in a lifetime . </li></ul>Source: CONTD….
  19. 19. &quot;We want to create channels like television on mobile phones and generate both differentiation and revenues from it. And we believe that these channels could be on cricket, bollywood and music. Why should not a consumer enjoy all these on mobile when he can enjoy these on television!&quot; Hement Sachdev ,Director Marketing, Bharti Enterprises Source: Mint, November 2007 FUTURE STP
  20. 20. <ul><li>Political :- </li></ul><ul><li>Governmental and legal issues affecting how the company operates. </li></ul><ul><li>Regulation – Dominating Brand </li></ul><ul><li>Infrastructure – First mover Advantage </li></ul><ul><li>Banning of phone use in certain circumstances </li></ul><ul><li>Health issues – Heath Ministry </li></ul><ul><li>Economic :- </li></ul><ul><li>Factors influencing the purchasing power of customers and the company's cost of capital. </li></ul><ul><li>Cost of 3G licenses – Lowering down </li></ul><ul><li>Cost of calls being driven down </li></ul><ul><li>Worldwide recession – Both Boon and Bane </li></ul><ul><li>Third world countries - New Opportunity </li></ul>PEST ANALYSIS
  21. 21. <ul><li>Social:- </li></ul><ul><li>Demographic and cultural aspects of the environment which influence customer needs and market size. </li></ul><ul><li>Health Issues </li></ul><ul><li>Demographics </li></ul><ul><li>Social Trends </li></ul><ul><li>Picture phones </li></ul><ul><li>Mobile Etiquette </li></ul><ul><li>Saturation Point </li></ul><ul><li>Technological </li></ul><ul><li>Strong connect </li></ul>CONTD….
  22. 22. <ul><li>Technological:- </li></ul><ul><li>Equipped with new technology </li></ul><ul><li>Fastest to launch new Services </li></ul><ul><li>Serves high quality Fixed line and Broadband services </li></ul><ul><li>Strong NLD optical fiber network </li></ul><ul><li>E-commerce portal </li></ul><ul><li>Efficient customer care service </li></ul>CONTD…
  23. 23. IMC TOOLS <ul><li>Advertisements </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Public Relations </li></ul><ul><li>Publicity </li></ul><ul><li>Events </li></ul>
  24. 24. AIRTEL ADVERTISING <ul><li>Airtel basically uses two appeal to connect with their target audiences- </li></ul><ul><li>Emotional Appeal </li></ul><ul><li>Humorous Appeal </li></ul><ul><li>Their Total Advertising Budget is around Rs 150 Crores annually. </li></ul>
  25. 25. Bharti Airtel leads the pack in terms of television ad volumes . T. V. ADs
  26. 26. A boy travels to his home town atop a bus and walks past a river... A boy travels to his home town atop a bus and walks past a river... world... get to his grandfather’s home amid green fields.   Seeing him, his grandmother thinks he is her son... ...but he tells her, “Nahin dadi. Main Raj. Aapke Gajju ka beta!” She tells her husband, “Dekho kaun aaya hai, tumhara pota.” But the grandfather says in anger ... ... “Ab yeh kya lene aaya hai? 22 saal se iske baap ne baat tak nahin ki.” At this, the boy replies... ... “Wohi to karvaane aaya hun daadu.” He dials his father’s number and hands the phone to him. His father apologises on the phone to which the grandfather replies, “Baap ko rulaega kya?” Voiceover: “Kuch badhan atoot hote hain jaise...” “ ...Airtel ka network. Desh ke har koney mein, aapke saath.”
  27. 27. 'Touch tomorrow‘ (1999) 'Live Every Moment' (2002) 'Express yourself‘ (2003) COMMUNICATING VIA TAGLINES 'Power to keep in Touch‘ (1995)
  28. 29. The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. AIRTEL- JAI HAI AD CAMPAIGN
  29. 30. <ul><li>Airtel has created some highly acclaimed campaigns like </li></ul><ul><li>Leadership campaign </li></ul><ul><li>Quality Time campaign </li></ul><ul><li>Magic Dalo </li></ul><ul><li>Say Hello launch campaign </li></ul><ul><li>Magic Hai to Mumkin Hai campaign </li></ul>OTHER CAMPAIGNS
  30. 31. INTERNET ADVERTISING <ul><li>Massive Advertisements Through- </li></ul><ul><li>Google ADS </li></ul><ul><li>Bidvertisers </li></ul><ul><li>Sponsors online Games at </li></ul>
  31. 32. 2002 3 OCT, 2003 2006 Vidya/Madhvan, 23 rd april/2 nd feb,08 Signed as B.A for Airtel 2002 3 OCT, 2003 2006 2 nd feb,08 Signed as B.A for Airtel
  33. 34. <ul><li>&quot;Friendz&quot; pre-paid plan </li></ul><ul><li>&quot;Ladies Special&quot; plan </li></ul><ul><li>i Airtel Selects envIOWorksTM Platform to Add Social Marketing to its Hello TunesTM Service </li></ul><ul><li>Introduced the ‘Family Celebration offer’- Call at 60 paise per minute from  Airtel telephone service to Airtel mobile service and vice versa  </li></ul>SALES PROMOTIONS
  34. 35. <ul><li>Airtel and Wockhardt Hospitals together launched a `Good Health Campaign' to mark World Health Day on April 7, comprising two health check-up packages at discounts of 75 per cent. </li></ul><ul><li>Post-paid subscribers of Airtel can avail themselves of the Wockhardt master health check at Rs. 799, against an original cost of Rs. 3,200. Also available as part of the campaign is the Wockhardt Heart Check at Rs. 499, against Rs. 2,400 </li></ul>PROMOTION THROUGH HEALTH CAMPAIGNS
  35. 36. <ul><li>Bharti Airtel unveiled the &quot;Grameen Mobile Puratchi“ </li></ul><ul><li>campaign for the rural market </li></ul><ul><li>This scheme is for more than 45 lakh society members of IKSCL(IFFCO KISAN SANCHAR COOPERATIVE LTD.) </li></ul><ul><li>Farmers would have five free Value Added Services under this scheme. The farmers will have five free voice messages on mandi prices, farming techniques, weather forecasts, dairy farming, animal husbandry, rural health initiatives on a daily basis </li></ul><ul><li>The pack for farmers ranges between Rs 1,299 and Rs 4,000 along with the mobile phone, </li></ul>Grameen Mobile Puratchi
  36. 37. DIRECT MARKETING <ul><li>Airtel offers following services to its corporate clients- </li></ul><ul><li>Mobile Services </li></ul><ul><li>Voice Services </li></ul><ul><li>Satellite Services </li></ul><ul><li>Managed Data and </li></ul><ul><li>Internet Services </li></ul><ul><li>Managed e-business </li></ul><ul><li>Services </li></ul><ul><li>Managed Customized </li></ul><ul><li>Integrated Solutions </li></ul>
  37. 38. CONTD…. The business-to-business communication is focused on a series of print ads, all of which show images of smartly dressed executives engaged in non-business activities: rowing boats, playing golf and so on. .
  38. 39. PUBLIC RELATIONS <ul><li>Unifies its brands under the flagship brand of Airtel. </li></ul><ul><li>Integrated brand strategy to result in cost efficiencies & economies of scale. </li></ul><ul><li>New brand strategy to enhance simplicity, convenience and value to customers . </li></ul>
  39. 40. <ul><li>The CSR values of Airtel are- </li></ul><ul><li>To be responsive to the needs customers </li></ul><ul><li>To continuously improve services – innovatively and expeditiously </li></ul><ul><li>To be transparent and sensitive in their dealings with all stakeholders </li></ul><ul><li>To trust and respect their employees </li></ul>CONTD…
  40. 41. <ul><li>Airtel Ashiana for underprivileged children at the Mohali office of Airtel. </li></ul><ul><li>Airtel tied up with an NGO to distribute daily surplus food to needy children </li></ul><ul><li>Airtel Experience Centre by Access MP… for the benefit of the benefit of visually impaired people as well as people from deprived section of society. </li></ul>CSR INITIATIVES BY AIRTEL
  41. 42. <ul><li>In Jammu & Kashmir donated free medicines, stationery, clothes and other utility items at the ‘Missionaries of Charity Home for Destitutes’. </li></ul><ul><li>Airtel Kerala team visited an old age home and shared a day full of fun with the members of he home. </li></ul><ul><li>A tree plantation drive was carried out by Access-NCR, Access-North and Access-UP West Circles, where in free tree saplings were planted. </li></ul>CONTD….
  42. 43. <ul><li>BHARTI FOUNDATION- the philanthropic arm of Bharti Enterprises was established in 2000 with a vision &quot;To help underprivileged children and young people of our country realize their potential” </li></ul><ul><li>Airtel is in the process of setting up a 1000 “Satya Bharti Schools ” to deliver high quality education to underprivileged children in the deepest rural pockets of the country. </li></ul>CONTD….
  43. 44. <ul><li>BHARTI FOUNDATION- the philanthropic arm of Bharti Enterprises was established in 2000 with a vision &quot;To help underprivileged children and young people of our country realize their potential” </li></ul><ul><li>Airtel in the process of setting up a 1000 “Satya Bharti Schools ” to deliver high quality education to underprivileged children in the deepest rural pockets of the country. </li></ul><ul><li>The “CII - Bharti Woman Exemplar Award” </li></ul>CONTD…
  44. 45. PUBLICITY AND EVENTS <ul><li>Sponsored various T.V. Programmes like </li></ul><ul><li>Big Boss </li></ul><ul><li>KBC </li></ul><ul><li>Indian Sangeet Awards </li></ul><ul><li>Bol Baby Bol 2008. </li></ul>
  45. 46. CONTD… <ul><li>Sponsored Events Like- </li></ul><ul><li>Delhi Half Marathon </li></ul><ul><li>Border- Gavaskar Trophy </li></ul><ul><li>Indian Fantasy League </li></ul><ul><li>Delhi Golf Tournament </li></ul><ul><li>Organizes Painting Competition For 2 ND and 3 RD classes in states of Karnataka and M.P . </li></ul>