A PR Services Proposal by to Bharti Airtel LimitedA division of Group Bannericon September 2011
By 2010 Airtel will be the most admired brand inIndia Loved by more customers Targeted by top talent Benchmarked by more businessesVision achievement 2011 -Bharti Airtel has maintained its leadershipposition with 25.3% market share in IndiaGlobally present and expanding
Bharti Airtel Ltd is the 5th largest mobile operator in theworld in terms of subscriber base and has a commercialpresence in 19 countries. The Company is India’s largestintegrated telecom company in terms of customer baseand offers- Mobile - Cellular Services Telemedia - Fixed Line services, Broadband & IPTV Enterprise - Long Distance and Enterprise services. Digital TV - DTH service named Airtel Digital TV
Manoj Kohli of India`s biggest mobile phone group BhartiAirtel, told an industry conference in Hong Kong that his firmis aiming to almost double its customer base to 200 millionpeople in the next few years.`Achieving a billion plus (Indian mobile users) by 2015 ispossible,` he told the Mobile Asia Congress, the region`slargest telecom industry gathering.`The largest growth will happen in the rural market,` he said,adding that pricing wars between providers were knockingdown rates in the Indian market and making phonesaffordable to more people.
India will have 48 million direct to home (DTH) satellite TVhomes by 2015, thanks in part to the rapid expansion in DTHsubscriptions in rural areas, according to a new report fromthe Associated Chambers of Commerce and Industry of India(Assocham).Digital cable TV subscriptions are also predicted to soar,reaching 38 million by 2015 compared with nine million in2010.As of the end of last year, there were 38 million digital homesin India, with a DTH level of 28 million, cable and one millionviewers receiving internet protocol television (IPTV),
India’s mobile workforce is slated to grow by anoverwhelming 53% in the next four years, despite the fact thatenterprise adoption of mobility strategies is still at aninfantile stageThe Springboard Research report states that “With today’sconsumers becoming increasingly mobile and well informed,enterprises must follow suit. A mobile enterprise canexperience a range of business benefits including operationalefficiency and enhanced customer interaction andengagement. The resulting upside in productivity, revenueand market share cannot be ignored by Indian CXOs.”
Geographical Area-UPUUttar Pradesh1. Lucknow2. Bareilly Media reach in UPU3. Meerut4. Agra5. Jhansi Total 13 editorial centres/6. Kanpur editions7. Allahabad8. Varanasi9. Gorakhpur10. Aligarh11. MoradabadUttrakhand1. Nainital2. Dehradun
To provide Airtel PR services in UPU to: Create the perception of a full service lifestyle Brand Integrating technology and services for personal enhancement Publicise Airtel’s market offerings amongst targeted audience to increase the market share and bottom line Positive enrolment of Airtel amongst multiple constituencies establishing local leadership & understanding of Global Brand To take the Airtel services, it’s offers and community initiatives to new heights in the two States. Organize regular interactions between the Company & key journalists to build a strong relationship in turn supporting the communication strategy.
A reference to how Airtel’s services with updated technologyhas freed us all to do many a things while staying connectedall the time in any mode:Cell phones and Broadband Wi-Fi are considered the big"lifestyle enablers."The TV remote transcending now to the Digital TV services isthe current favouriteAided with specialised business enhancement services haschanged the way of conducting not local but globally spreadbusinesses
Gain in-depth information and anticipate eventsSustain and enhance Brand imageUnderstanding risk exposure and entry into new marketsand brand extensionsInvestor relations and profile enhancementStrong positioning of the financial markets & shareholdervalueBetter stakeholder relations and alignment of strategy withkey stakeholders’ expectationsHighlight employee output, retention and internal &external communicationsBetter media relations and issue managementPrepared for crisis situation
Mobility in UP (East) Source: Boneless Research Airtel - Leader with highest No. of subscribers and active users ◦ Focus – Sustain and increase base ◦ Enhance Brand
Mobility in UP (West) Source: Boneless Research Airtel – facing stiff competition & positioned behind others ◦ Focus – Initiate strategic PR exercise and market communications ◦ Aggressive Brand development and image enhancement
The urban and rural electronic media awareness has created ahunger for more information, entertainment and interactiveupdates, which cane be provided via Airtel’s-◦ IPTV◦ HD TV◦ HD recorderAirtel digital TV’s 6 interactive services iLearn, iNews, iDarshan, iGoodlife, iAstro and iKisaanPR to create awareness and enrolment of services
Fixed line services covering 94 cities in IndiaUrban and Rural interconnectivity provides a big opportunityfor growth.PR to create the required bridge with the targeted businesshouses for the enhanced awareness and promotion.
Primary – The urban-rural youth and theadultescentSecondary – media persons, social writers andcurrent usersTertiary – identified groups – farming community,Government organisations, Vyapar Mandals,Panchayats, Clubs, Business / Social Associations,etc.
Media Consumer Community Pressure Groups EmployeesBuild stronger Create Brand Build goodwill Build& favourable ownership and reflect a Inculcate relations foreditorial Communicate humanitarian positive sense of prideopinions Market face influence for Airtel offerings / products andInturn services Demonstrate Rewardestablish the principle performancepositive public Corporate “People Over Multi-opinion focused Profits” pronged messaging influence in Develop the favour of goodwill EntertainmentCreate Promote the Airtel by ambassadors and youthchampions CSR communicati targetingwho assist in commitments ng the valuesneutralising Create on going Create familynegative engagement of past anddevelopments and recall present through employees continuous messaging
Follow the soft PR route - Let others speak about youCrisis Management & Brand Awareness PR CampaignQuantify reporting with quality outcomesStand out within the competitors by distinguishing oneselfsubtly but stronglyNot to take on the hard-line or confront pressure groupsKeep away from over-exposure and desperate attempts forcoverageBe aware of competition and negative mediaRequired exposure to offerings and services resulting inenhanced Brand BuildingReadiness for managing crisis in co-ordination with media,local public representatives as well as government officials
A Strategic ApproachFormulation & execution of comprehensive Brand enhancementand media management plan Educating multiple sections of the media to be inline with the expanse of Airtel and its vision Opportunity & positioning Airtel’s services of various segments in regional & mainline media (including rural market)Strengthen lobby with media personsEnsure coverage on news, developments and product /package offeringsCoverage of on-ground activities & events at regional levelProvide regular feedback and analysis from media
Regular hi-impact on ground Media Activity in presence of a spokesperson at each identified centres in order to keep in loop the local media. For proper strategising & suggestions from PR perspective Airtel to share its Marketing Plans in advance. Small-budget Media get together at regular intervals at all centres in presence of a senior official from Airtel. This will be an effective platform for Informal Interaction between the Media and the Company inturn creating a bridge during crisis situations . Regular participation in Social events.Detailed Strategy Paper shall be tabled during presentation
Crisis Centre: KanpurIssues: Discontinuation of numbers due to Issue raised on lifetime prepaid scheme FIR was lodged against Airtel on International calling Issue fully resolved with no media outcome after 1st strotyCrisis Centre: VaranasiIssues: Distributors providing SIM on fake ID Airtel network failed Robbery at one of Airtel’s cell-sites Issue fully resolved with media discontinuityCentre: DehradunIssues: Airtel network failed Media educated to write for Airtel citing other issuesOthers on request
Our Outcomes - 2009 Photo Opportunity without any presence of spokesperson ◦ Airtel Consumer initiative Airtel Lucky Recharge and Gaana lagao Sona pao Gorakhpur - October Agra - November Bareilly - December Kanpur - December Dehradun - December Meerut - December Varanasi - December Lucknow – December Dehradun Address by Mr. Manoj Kohli, CEO & JMD Bharti Airtel and Mr. Rohit Gothi, CEO, Bharti Airtel UPU Varanasi Agitation by Dr. Sandeep Pandey over water issues against Coca-Cola Media was fully educated and no outward comments towards the clients appeared either locally or internationally
Our Outcomes - 2010 Barabanki Water Harvesting implemented with presence of DM & officials of Coca- Cola One on One interview of Mr. Rohit Gothi, CEO, Bharti Airtel, UPU with top leading mainlines dailies : The Times of India Hindustan Times Hindustan Business Standard I next Meerut April’11 addressed by Mr. Deepak Malhotra , OD, North West Bharti Airtel and Mr. Rohit Gothi, CEO, Bharti Airtel UPU More success stories and outomes with can be tables on requested
Ashok Kapoor Chief Advisor / Mentor of IconPR, is a business entrepreneur with in-depth experience in journalism, media publishing, Public Affairs & PR management expertise; providing the firm with in-depth knowledge of both client’s requirement and servicing needs to compliment the outcome of desired objectives. With government & political understanding, consulting with values and experience of over 26 years on state and national perspective to all large business houses.Sharad Kapur Advisor to IconPr, is an experienced hand spanning his knowledge over 35 years in consultancy. His strong entrenchment with the media fraternity and relationship as the first PR Agency head in UP since 1999 has provided in- depth understanding of corporate deliverables to match with media requirements of the region.Saurabh Malaviya Senior Consultant at IconPR, is a bright face at Lucknow managing day to day UPU coordinations, client-media bridging and client management, efficiently for the past 4 yearsCity Coordinators – Stationed at every single city as per client needs
Managing international, national and rural public relationssince 1998Initiated the first ever state-wide rural pr network in 2003 inthe countryExperience with Brands like, international- British Tobacco,Bacardi, Amway, Coca-Cola, leading real estate– Omaxe,Ansal API, DLF, education- Wigan & Leigh, Carrier Launchers,Queen’s University Ireland, etc.Association with Coca-Cola since 1998. Re-assignment of theaccount for UP in 2011.
Stella Advisory Pvt. Ltd. under the ownership andmanagement of Group Bannericon, initiated PR services forAirtel in UP (E) from 2004 to 2005 and then UP (W) along withUttrakhand from 2005 onwardsFrom 2006 IconPR, the specialised PR division of GroupBannericon was granted State-wide PR services which wecontinue to provide with our best of commitment to AirtelAirtel’s growth trajectory has been an experience for us as wealso been taken forward by the sharing and professionalapproach of the CompanyA state-wide network in UPU, 6 centres dedicated to Airtelhas been developed and crisis management from small issuesto major outbursts have been handled to the completesatisfaction of Airtel over the period.We look forward to our continuing the relationship to 2015and beyond…
Thank You.From: IconPR A division ofBanner India Consultants