Brand positioning and customer perception of Airtel was studied through surveys and secondary research. Airtel has a large customer base of nearly 29 million but faces competition from Vodafone and Idea. Customer preference for Airtel is driven by attractive advertisements and network coverage while hidden costs and confusing plans are weaknesses. The research found Airtel has the largest market share but needs to improve network connectivity and server uptime to retain customers.

2. BRAND POSITIONING
AND
BRAND PERCEPTION

3. BRAND POSITIONING
BRAND 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

4. 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.

5. MARKETING STRATEGIES
• PRICING STRATEGIES
• NEW SERVICE OFFERINGS
• VALUE ADDITIONS

7. AIRTEL BRAND POSITIONING
• Creating a Winning Brand Promise
• Capture the mind. Win the day.
• Choosing your words carefully-
EXPRESS YOURSELF
• Brand Positioning Workshop

8. GROWTH OF TELECOM
COMPANIES

9. 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.

10. RESEARCH METHODOLOGY
1. Research Instrument.
3. Data Collection
• Primary Data
• Secondary Data
5. Sampling Techniques

11. LIMITATIONS
1. Sample Size
3. Limited Area
5. Non Co-operative
7. Errors

12. ANALYSIS
AND
INTERPRETATION

13. CONNECTIONS USED BY PEOPLE
2%
16%
32%
12%
14%
24%
AIRTEL VODAFONE IDEA
TATA RELIANCE OTHERS

14. BASIS FOR CHOOSING OPERATOR
1% 15%
10%
4%
70%
ECONOMICAL PROMOTIONAL
VALIDITY OPTIONS NETWORK COVERAGE
OTHERS

15. 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 CAN'T
SAY

16. What do you think about the Airtel’s
advertisements?
7%3%
25%
65%
excellent good average poor

17. 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

18. RESEARCH FINDINGS
• Airtel enjoys high market share
• Hidden cost and confusing plans
• Network Connectivity
• Attractive Advertisements
• Major competition with Vodafone
• Good market image

19. 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.

20. RECOMMENDATIONS
• Improve Server down problem
• Image building
• Apply more Promotion tactics
• Focus on Customer satisfaction
• Availability of vouchers
• Eye on LBA’s

21. THANK YOU