Consumer Branding

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Consumer Branding

  1. 1. Consumer Behavior&Branding<br />
  2. 2.
  3. 3. Presented By ::<br /> ANKIT SAXENA<br /> DAMODAR SIKARIA<br /> ROHIT RAY<br /> SHAILENDRA SHUKLA<br />PINAKI DAS KHAN<br />RAHUL BANSAL<br />
  4. 4. Brand History<br />Started : July 7, 1985.<br />Founder : Mr. Sunil BhartiMittal<br />Products : Mobile and Fixed line telecommunication solutions<br />GSM : 23 circles.<br />DSL : 15 circles. <br />
  5. 5. Major Operations (volume)<br />AIRTEL<br />Mobile<br />Fixed Line<br />Voice<br />Data<br />Voice<br />Data<br />GSM<br />GPRS / 3G<br />PSTN<br />Broadband<br />
  6. 6. Brand History<br />Revenue : $ 6 billion<br />Market Share : 24.6%<br /> Subscribers<br />GSM : 14.74 million<br />DSL & Fixed : 1.10 million<br /> Recent Foray : DTH, Int. 3G tie-ups, E2E solutions, Optic networks.<br />
  7. 7. Financial Snapshot<br />7<br />
  8. 8. Target Customers<br />General Public<br />Corporates<br />Youth<br />
  9. 9. Branding Technique<br />Umbrella Branding<br />
  10. 10. Co - Branding Technique<br />
  11. 11. Brand Positioning<br />
  12. 12. Brand Competition<br />
  13. 13. Product Pricing<br /> Above Normal or Premium Pricing<br />
  14. 14. Sales Offer<br />Product excellence based promotions/offers.<br />
  15. 15. Sales Promotions/Offers<br />A new promotional strategy to help in Brand Image Building.<br />
  16. 16. Brand Endorsement<br />Brand Ambassador&apos;s Evolution<br />
  17. 17. Brand Endorsement (reasons)<br /> They are Icons of their fields.<br /> Thus reflect the attributes on the brand – Best, Unmatched, Unbeatable, Irreplaceable etc….<br /> Lifestyle Product.<br /> The GenX factor.<br />
  18. 18. Brand Prism<br /><ul><li> Contemporary
  19. 19. Confident
  20. 20. Innovation</li></ul>Culture<br /><ul><li> High Quality
  21. 21. Reliable
  22. 22. Young & different.
  23. 23. Lifestyle Product</li></ul>Personality<br />Reflection<br />Physique<br />Self Image<br /><ul><li> People who seek </li></ul> good things.<br /><ul><li> Superior Voice </li></ul> Clarity<br /><ul><li> Exceptional Service </li></ul>Relationship<br /><ul><li> Emotional.
  24. 24. Express Yourself.</li></li></ul><li>Communication<br />Product Driven Communication<br />Emotions Driven Communication.<br />Celebrity Endorsements -&gt; Lifestyle Brand<br />
  25. 25. Brand Recall<br />A.R.Rehman’s Signature Tune.<br />Instant Brand Recall.<br />Most Downloaded ringtone in India (till date).<br />
  26. 26. Vision 2010<br />By 2010 Airtel will be the most admired brand in India:<br />Loved by more customers<br />Targeted by top talent<br />Benchmarked by more businesses<br /><ul><li>To build India's finest business conglomerate by 2020</li></li></ul><li>Thank you<br />

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