Ppt

1. ADVERTISING STRATEGIES OF AIRTEL
PRESENTED BY – MANISH PANWAR
ABHISHEKH BHARDWAJ
DEEWAKAR JHA
AYUSH BANSAL
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2. INTRODUCTION
 Airtel was established in 1995, Bharti (Airtel) has been
a pioneering force in the telecom sector.
 Airtel comes to you from Bharti Airtel limited, India’s
largest integrated and the first private telecom
services provider with a footprint in all the 23 telecom
circles.
 The businesses at Bharti Airtel have been structured
into four individual strategic business units(SBU’s)-
Mobile services, Airtel telemedia services, Enterprise
services and Digital TV services.
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3.  Bharti Airtel is one of India’s leading private
sector providers of telecommunications
services based on an aggregate of
66,689,943 customers.
 Approx 64,370,434 GSM mobile
subscribers.
 Approx 2,319,509 Bharti Telemedia
subscribers.
 Bharti has recently entered into retail
business as Bharti Retail Pvt. Ltd.
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4. AIRTEL ZERO COMPLAINT
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5. VARIOUS SERVICES OFFERED
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6. SIGNIFICANCE OF VARIOUS SERVICES
 AirtelLive a multi access entertainment portal on the
mobile with the most comprehensive content in the
spheres of movies, music, sports and mobile games.
 AirtelMusicOn Demand signifies that the customer can listen to
the music of their choice , anywhere.
 My Airtel helped positioning airtel closer to its customers
in their mind.
 MCHEK the latest service allows customers to sign-up for
the service via the Internet or through their mobile
phone in a matter of seconds and pay their bills with
ease and convenience of their mobile phone.
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7. BRAND LOGO
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8. MEDIA MIX
 Airtel Used Strong Media Mix
• Television
• Online
• Outdoor
 Television
• It produces a high reach and frequency of airtel’s
primary and secondary market.
• Goal of Airtel is to reach 75% of 18-40 years.
• 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.
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9.  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.
 ONLINE
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.
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10. MEDIA STRATEGIES OF AIRTEL
 Bharti Airtel has spent a considerable amount on
advertising its mobile phone service
 Airtel, Besides print advertising, the company had
put up large no of hoardings and kiosks in and
around whole India.
 Objective behind designing a promotion campaign
for the ‘Airtel’ services is to promote the brand
awareness and to build brand preferences.
 It is trying to set up a thematic campaign to build a
stronger brand equity for Airtel.
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11. 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.
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12. 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 bharti’s
services is India’s 560 million youth”.
 Airtel Brand is all about Teenagers, youngsters,
special relations family, friends, love breaking of
communication barriers.
 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.
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13.  AdvertisingStrategy
• Airtel uses two appeals to connect to its target
audiences:
• Emotional Appeal
• Humorous Appeal
 Budget
• Airtel has total Advertising budget somewhere
closer to Rs. 700 Crores annually.
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14. STRATEGIES ADOPTED TO MAKE CAMPAIGNSUCESSFUL
TheFacebookPage
 According to the data provided by Unmetric the Airtel F1 Facebook page has gained
863,102 fans from the start of July till October 21, a percentage increase of 320.6.
There has been a steady rise since the start of September which can be credited to
its contest “Join Our Pit Crew” and other engagement activities.
TwitterandPinterestpresence
 The Twitter presence of Airtel F1 has come a long way since it we last
reviewed in July. The fan count then was 130 while it has more than
1300 now. Earlier, the content strategy mainly 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.
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15. JO TERA HAI WO MERA HAI
 Jo tera hai wo mera hai “Friendship is all about
sharing.”
 Picturisation: vibrant, peppy, colourful and pretty
much bursting with youth, and the upbeat mood of
the ad is complemented by an anthem that has
started creating quite a buzz on the digital space.
 Execution style: Dramatization and Humor.
 Target Audience: Teenagers, youngsters.
 Appeal: Emotional (Music)
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16. HUMOROUS APPEAL
 The Humor Appeal is one of roughly twenty
advertising strategies that marketing professionals
use to persuade people to buy a product, pay for a
service, donate to a cause, or otherwise be persuaded.
The Humor Appeal persuades people to like a
company, brand, product, service, or idea by making
them laugh and feel good.
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