This document provides an overview of Airtel, India's largest cellular service provider. It discusses Airtel's history and growth, products and services, branding, advertising, promotion strategies, segmentation, targeting, positioning, and marketing communication mix. Key points include that Airtel is India's largest private telecom company, with a focus on connectivity, affordability, and innovation. It has effectively used branding, celebrity endorsements, and a variety of marketing strategies to achieve significant market share.

1. SUBJECT :- MARKETING MANAGEMENT

2. SINGH HARI MOHAN 100 JAIN DEVENDRA 115 SAKLA GIRISH 116 SAWANT ASHISH 88

3. INTRODUCTION Owner - Sunil Bharti Mittal . Bharti Airtel formerly known as Bharti Tele-Ventures Limited (BTVL). India’s largest cellular service provider. Largest Private Integrated Telecom Company in India 3 rd Largest Wireless Operator in the World Largest & Fastest Growing Wireless Operator in India Largest Telecom Company listed on Indian Stock Exchange First cellular operator to set up cellular showrooms ‘Airtel Connect’. First cellular company to install a second mobile switching centre.

4. History 1985- entered in telecom business. 1985-Technical collaboration with Siemens, Takacom corporation. 1990- entered in telecommunication industry. 1992- launching services in Delhi. 1995- opened its first cellular showroom. 2000- invested in acquisitions and alliances to expand its business. Won ‘Techies Award’ for four consecutive years (1997-2000).

5. Product Airtel Pre-paid Airtel Post-paid Blackberry Wireless Handheld Value Added Services (VAS) The different value added services provided by Airtel are- Instant Balance Enquiry

6. 24Hr recharge Facility Caller line identification Call divert, Call wait & Call Hold Multimedia messaging service (MMS) Airtel Live PortaL Hello Tunes & Ring Tones Voice Mail Service Easy Post-paid bill collection GPRS

7. BRANDING What is brand ? It is a collection of symbols, associations to a product or service. It is a trademark or a distinctive identity to the product. Brand creates an image in the minds of the customer about the product. Company’s profitability can be enhanced if the brand has occupied a lasting position in the minds of the customer. Strong brand image brings in potential and loyal customers to the company. Brand helps to Deliver the message clearly Maintain loyalty with customers Increases credibility of the company Brings in better and future prospects

8. BRANDING OF AIRTEL In the initial days due to high tariff rates cellular players had to impose high call charges on their customers and the handsets were costly. Naturally, they targeted the elite, up market professionals and entrepreneurs as customers . Airtel was positioned as an aspirational and lifestyle brand . It was pitched not merely as a mobile service, but as something that gave consumer a badge value. The Brand was developed to connote leadership in network, innovations, offerings and services. The taglines like "Airtelcelebrates the spirit of leadership" and "The first choice of the corporate leaders" emphasized that stance. The ‘Leadership’ campaign was reportedly successful and resulted in a marginal improvement in Airtel performance.

9. Umbrella branding

10. Co-branding

11. WHAT IS ADVERTISEMENT? A public promotion of some product or service The business of drawing public attention to goods and services AIRTEL is spending large amounts on advertising so as to sustain and grow market share as big giant in the telecom market. Its ADVERTISING TAG line is “EXPRESS YOURSELF” CURRENTLY Its BRAND AMBESSDOR is SAIF & KAREENA . WHY SAIF & KAREENA ? -- Their public display of personal emotions, fights, tattoos, love expression has done miracle. Like filmmakers, advertisers are also running after them with bagful of money to sign them for their products. The sizzling duo will soon be seen in ample of ads and latest they will be seen in Airtel ad. -- They will replace Vidya Balan and Madhavan who has mesmerized the audience with their sensuousness and on-screen chemistry

12. -- According to a source, “Saif Ali Khan and Kareena Kapoor are the hottest couple when it comes to brand endorsements

13. Promotion Large scale print and video advertising. Big celebrities like SRK, SAIF, SACHIN are roped in to endorse the product. In 2002 Airtel got its Signature tune from A.R. Rehman, this signature tune is perhaps the most downloaded tune in India. Provides innovations such as Bollywood movie premiers, music services such as ring back tones & many more. "Friendz" pre-paid connection for youth," Ladies Special" plan, Seniors plan. Executives corporate plan(First to give prepaid in this category). Special discounts in calling rates & sms services. Providing wallpapers and screensavers on website.

14. SOME OF CAMPAIGNS LAID BY AIRTEL TO PROMOTE AIRTEL AIRTEL DELHI HALF MARATHON 2008 Airtel's health campaign "Grameen Mobile Puratchi" Airtel has created some highly acclaimed campaigns like Leadership campaign Quality Time campaign Magic Dalo Say Hello launch campaign Magic Hai to Mumkin Hai campaign

15. Outlet Of Airtel

16. STP OF AIRTEL Segmentation On the basis of Geography divided Indian market in telecom circles. Subdivided States into category A,B and C. Targeting Earlier elite class above age group of 25 years. Corporate people and business men. Again targeted youth by introducing YOUTOPIA plan. Targeted women and senior citizens by introducing post paid plans.

17. Positioning Tagline- “ EXPRESS YOURSELF ”. Positioned in premium category aimed at elite class of society. Perception of aspirational and lifestyle brand. Airtel decided that the brand should always connote leadership - be it in network, innovations, offerings or services Sponsored games like Golf.

18. AIRTEL Services

19. Subscription Services Call Management Services Phone Backup Services Messaging & more Services Operator Services

20. Marketing Communication Mix Marketing Mix is the combination of advertising, sales promotion, public relation, personal selling and direct marketing to attain the marketing and advertising objectives. Advertising: It the paid form of non personal ideas by the sponsor to the public. It may be through television, radio, banners and billboards. It is designed mainly to influence the purchase behavior of the consumers. Sales Promotion: It is the techniques and tools used to induce customers to purchase a product or service. Incentives are provided to retailers who encourage a particular sale or service of the product. Sales Promotion may be Consumers in the form of Coupons, rebates and to Traders in the form of trade shows and allowances.

21. Public Relation: Relationship with Consumers by publicizing the Products. It is done through the use of various distribution channels. It builds good relation with customers. Personal Selling: Face to Face communication between the buyer and the seller. Emotions and perception is observed directly. Direct Marketing: Direct communication with individuals through mail, television, internet and face to face contact. Consumer responsiveness is measured .

23. Conclusion Most successful brand in India with largest market share. Success is based on three pillars- connectivity, affordability and innovation. The core is connectivity, i.e. the network Doesn’t promote its product always by celebrities. Pre paid services are more expensive than post paid service .

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