Airtel launched its DTH service in 2008 and has grown to acquire over 15% of the Indian DTH market share. It targets families and positions itself as providing superior quality picture and packaging of channels. Airtel DTH aims to increase its subscriber base through competitive prices, high quality viewing experience, and promotions using its existing online and television platforms. Its goal is to reach brand resonance by incentivizing Airtel mobile customers to also use its DTH and broadband services and creating a sense of community among Airtel users.

1. 1
Airtel Brand Extension Analysis
Digital TV- ‘Come Home to the Magic’

2. Bharti Airtel- What is it?
#1
Operator &
Service Brand in
India
Present in
20
Countries
312.9 mn
customers
#2
Operator
In Africa
#4
wireless operator
in
the world
US$14.2bn
Revenue
(FY13-14)
4% of the
world’s
pop. on
Airtel
2

3. Global Telecom Company with a Diversified Portfolio
Airtel Business
• Services to large enterprises and
carriers
• Single point of contact for all telecom
needs
• Over 225,000 Rkm1 covering 50
countries across 5 continents
Tower Infrastructure Services
• Bharti Infratel owns 36,747 towers 1
across 11 circles
• Bharti Infratel owns 42% stake in
Indus Tower which has 115,040
towers1 across 22 circles
• Current market cap: US$11.5 bn2
Telemedia Services
• Fixed telephony and broadband
internet (DSL + IPTV)
• 3.4 mn1 customers
• Services provided across 87 cities
Mobile Services
• Wireless mobile services across 20
countries
• Market leader in India both in terms
of subscribers and revenue
• 299.7 mn1 wireless subscribers
globally
Digital TV
• Pan India DTH operations
• Amongst the top three players with
9.8 mn1 subscribers
• Coverage across 639 districts 1
3

4. To enrich the lives of customers. Their
obsession is to win customers for life
through an exceptional experience
• Multi-platform services in telecom, enterprise
digital television, unified under brand ‘airtel’
• Successfully unified operations across the
the umbrella of ‘airtel’
• Amongst the Top 100 of Most Valuable Global
• No. 1 service brand in India
• One of the top 10 brands in Africa – within 3
operations there
Airtel’s Vision
4

5. Airtel has always targeted customers
who value quality and service over
price.
With DTH also, they are not the
cheapest in the industry. But, they
value performance
5

6. DTH- What is it?
First launched
in India-
October, 2003 by
Dish TV
The 2011 Act made it
mandatory to shift to
digital transmission-
giving a boost to the
DTH industry
6 Big Players in
the Indian
market
42% of Indian
homes expected
to be on DTH by
2020
Indian DTH market
expected to cross $5
billion revenues by
2020, from $1.2
billion in 2012
6

7. The Major Players in India
7

8. Subscriber Base in Millions
Dish TV
28%
TATA Sky
19%Sun Direct
16%
Airtel
16%
Videocon
12%
BIG TV
9%
2011
Dish TV
27%
TataSky
21%Sun Direct
18%
Airtel
15%
Videocon
11%
Reliance
8%
2014
No major
change
8

9. Revenue Growth of Airtel DTH
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
2010 2011 2012 2013 2014
Revenue in INR Millions
Revenue in INR Millions
9

10. Growth of Airtel Subscriber Base
10
Set up
in 2008

11. 11

12. A high quality
channel
provider
Slim and Sleek
design
Option to
pause LIVE TV,
recording etc.
Interactive
services like
games and
cooking
channels
PROMOTIONPLACEPRICE

13. New Subscribers- Multiple Channel Packs with 45 day
subscription included in the first time payment
Existing Subscribers- Can get channel packs or
individual channels at different monthly prices
Starting from Rs. 179 per month
The packs are different for different regions
(Rural/Urban, North/South)
Due to competition from the cheaper SUN Direct in
South India, the prices are relatively cheaper in South
for Airtel DTH too
PRODUCT PROMOTIONPLACE

14. Nation wide
Presence
Online Orders
and Recharge is
also available
Distribution through
dedicated Airtel
shops and General
Retail shops
Retailers get a voucher: They don’t stock the set top
boxes
On placing an order, an Airtel employee comes to the
client’s place and installs the Set Top Box
PRODUCT PROMOTIONPRICE

15. To increase the customer base Increase usage of existing
customers
Promotion using current online platforms
PRODUCT PLACEPRICE

16. TV Advertising
ttps://www.youtube.com/watch?v=4Xd5qQgIrLo
https://www.youtube.com/watch?v=jciMOd8cYbs
https://www.youtube.com/watch?v=dC_SRk-Si8s
Links to Advertisements:
Emphasizes on the
family watching TV
together
Emotional Appeal to
the Advertisements

17. 17
Print Advertising
Rational Route- Emphasis
on quality of picture
through better technology
Emotional Route- As a
gift to your beloved

18. Competitive Frame of Reference

19. 19
Broadly Same across both
Hardware &
Software
Remote Universal & Light weight Not Universal, Heavy
Channels More number Less number
COMPARISON

20. 20
The prices are comparable to the market but Airtel is not considered the cheapest
Standard Definition box cost: Airtel- INR 1740 Tata Sky- INR 1700
COMPARISON

21. Perceptual Map
High Picture Quality
Good Packaging of Channels
Low Picture Quality
Poor Packaging of Channels

22. Points of Difference
TV portability in
automobiles
High Quality
Viewing
Experience- Only
DTH provider with
SRS International
Satellite
World’s Largest
Network Operation
Centre (NOC) at
Manesar- providing
state of the art
customer
experience
Universal Remote
controlling set top box
and TV both
dishes and
satellite
combination
give higher
signal in rain
Service leader-
pioneered 4hr
installation
(99%
customers)

23. Points of Parity
Competitive
prices
Pause LIVE
TV
Interactive
services
Video on
Demand
Recorder
with
external
USB
Over 383
Channels,
including
over 25 HD
channels

24. SEGMENTATION
INCOME BASED
BASIC PACKS
(Low Income)
HIGH VALUE
PACKS
(High Income)
GEOGRAPHY
BASED
NORTH
(Rural and Urban
Divided)
SOUTH
(Rural and Urban
Divided)
Efforts have been made to gather a market share in the rural areas by providing low cost
packs
For different geographies, regional language packs are provided
SEGMENTATION and TARGETING

25. 25
POSITIONING STATEMENT
Airtel is targeting the Middle and Upper Middle Class families in urban
areas. It is positioning itself as a superior quality channel provider meant
for families watching TV together

26. My plan in DTH- Based on Usage Pattern of
consumer, offers are developed for different users
This is a form of targeted marketing, wherein
specific offers are given to specific segments of
customers

27. Brand Laddering
Relaxing Home Entertainment
System
Watch my favourite shows with my
loved ones
Provides Best Quality Picture
Sleek Design
Easy to Use Remote
EMOTIONAL
BENEFIT
ATTRIBUTES
FUNCTIONAL
BENEFIT
VALUES

28. 28
Brand Resonance Model
High Brand Recall
Mostly in Telecom but in DTH
also, Recognition is very high
Reliable product with
very high service
efficiency, sleek design
and competitive price
Used by middle to
high income
consumers. Brand
has a personality of
Competence
‘Come home to the
magic’ induces a
feeling of
excitement. Also,
Airtel is a reputed
brand giving social
approval
Superior quality &
high credibility but
need more
expertise.
Superiority in
terms of service
Brand is yet to
reach Resonance

29. 29
Reaching Resonance
One Airtel-
customers using
Airtel sims are
incentivized to
use Airtel DTH,
Broadband
Attitudinal
Attachment-
customers feel
that Airtel always
provides the best
service and they
do not want to use
any other brand
Creating an
Airtel family to
build a sense of
community-
through online
groups and offline
exercises where
Airtel users are
brought together

30. 30
SUMMARY
Airtel
DTH
Started in
2008
More than
15%
market
share
High Brand
Recall
Targets
Families
Provides
Best
Quality
Slim &
Sleek
Design

31. 31

32. CREDITSSlide Number 2
Source: TRAI and Informa Telecoms and Media
Notes:
1. As of Dec 31, 2014
2. For the regions in which Airtel has a footprint
3. Fourth largest mobile operator in the world as of September 30, 2012, based on proportionate equity subscriptions .Based on data from Informa Telecoms and Media
Slide Number 3
Source: TRAI and Informa Telecoms and Media
Notes:
1. Bharti Airtel Quarterly Report for quarter ending Dec 31, 2014
2. Market Cap data as on Apr 9, 2015
Slide Number 4
• Notes:
1. As per The BrandZ Top 100 Most Valuable Global Brands study conducted by leading global research firm Millward Brown- May-2012
2. Brand Equity’s Most Trusted Brands Annual survey – 2014
Slide Number 6
Source: The Hindu News Articles
http://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ece
Slide Numbers 10 and 11
Source: Annual Reports of Bharti Airtel
Slide Numbers 14,15,16,18,19
Source: GMID Database and Airtel Website
http://www.askvg.com/review-comparison-between-airtel-digital-tv-and-tata-sky-dth-services-in-india/
32

33. Under the guidance of:
Brand Management Couse
Nandita Gupta
IIM Lucknow, PGP30151
Term IV
Brand Extension- Airtel DTH