BRAND POSITIONINGBRAND POSITIONING Measures 1 2 Sy 7 Po m Perceptual Mapping si bo BRAND POSITIONING Measures 4 tio lic Statistical Techniques ns SURVEYS Experiential Positions Functional 120 85 Positions 450 BRAND POSITIONING
COMPANY PROFILE• Initially as Bharti Tele-Ventures in 1995• Later changed to Bharti Airtel limited in 2006• Bharti Airtel has nearly 29 million total customers• broadband & telephone services in 94 cities.
MARKETING STRATEGIES• PRICING STRATEGIES• NEW SERVICE OFFERINGS• VALUE ADDITIONS
AIRTEL BRAND POSITIONING• Creating a Winning Brand Promise• Capture the mind. Win the day.• Choosing your words carefully- EXPRESS YOURSELF• Brand Positioning Workshop
RESEARCH OBJECTIVE• Study the brand positioning and perception of Airtel.• Comparative analysis with other company.• Strategies adopted for it.• Factors influencing the customer to stick with their network.• Features needed every customer.• Efficiency in providing after sales services.• Factors in increasing sales.
RESEARCH METHODOLOGY1. Research Instrument.3. Data Collection • Primary Data • Secondary Data5. Sampling Techniques
LIMITATIONS1. Sample Size3. Limited Area5. Non Co-operative7. Errors
Do you give preference to advertisement for choosing your operator? 40 35 30 25 NO. OF 20 PEOPLE 15 Series1 10 5 0 YES NO CANT SAY
What do you think about the Airtel’s advertisements? 7%3% 25% 65% excellent good average poor
Which operator would you prefer (except yours)?OPERATORS E S C R 0 N E IA H 10 L T E O A 5 T Series1 A R 10 A ID T E NE 20 O F L A 55 E D T O IR V 0 20 40 60 A NO. OF PEOPLE
RESEARCH FINDINGS• Airtel enjoys high market share• Hidden cost and confusing plans• Network Connectivity• Attractive Advertisements• Major competition with Vodafone• Good market image
CONCLUSION• AirTel has the most recognizable brand in the Indian operator space, with 30.8% of our respondents .• Of respondents, 27.4% identified AirTel with “cool”, 26% with “creative”, and 22% with “technically advanced”. Only 8.6% of respondents identified AirTel with “cheap”.• It has increased its market share from 20.5% to 21.5% of the market.
RECOMMENDATIONS• Improve Server down problem• Image building• Apply more Promotion tactics• Focus on Customer satisfaction• Availability of vouchers• Eye on LBA’s