PPT made by Navin, Nitesh, Rajiv

1. Airtel iCreate -Business Plan
Name / Title of the solution
Name of the Team

2. Guidelines
File naming convention to be followed is (Campus Name_Team Name.pdf)
Your submission must not exceed 15 relevant slides including text and illustrations. Any page after
Slide 18(in case there are no annexure) and Slide 20(in case of Annexure) in this document will not be
considered in the review process. Only use relevant Annexure in the Presentation
Time Slot available to each team shall not exceed 15 minutes

3. Your Business Solution
• Introduction
• Scope
• Target Segment
• Market Description and Market Size
• Market Entry and Growth Strategy
• Pricing Strategy
• Implementation Strategy
• Financial Overview – Capital Expenditure & Operational Expenditure
• Contingency Planning
• Business Benefits : ROI – 5 yrs, 10 yrs

4. Market Entry and Growth Strategy l
Dr. Airtel Pols on Social Networking Sites
Viral Videos (Facebook)- Creating Buzz- New video every week
 ‘2’ Nuske Din ke Video- showing 2 people, dancing
Playing, exercising together.
68.5 % of the active users spend avg 130.1
minutes on Social N/w Sites
Source- comScore, Inc.
TV Advertising
 Discussion on AajTak with
 Advertising between Highest TRP
programs- Pavitra Rishta (Zee TV),
Uttaran (Colors)

5. Introduction
Brand Avatar-
Feeling of respect when
consumers see him
Tall & Fit
serious look
French beard
Specs
White Dr. Dress
Red sign on his pocket
May look like Amitabh
Bachchan
Personality:
Mature & Caring
Culture:
Indian Doctor
Physique: Tall ,
Fit & Handsome
Relationship:
Assuring &
Reliable
Self Image:
Healthy & Hearty
Reflection:
Trustworthy
Knowledge
Esteem
Relevance
1st time such service available on DTH
Has to look different than 'inews', 'imatinee', etc. and 'Active games', 'Active stories',
'Active English', etc.
Has to be very high on Differentiation to get first mover's advantage.
Differentiation
Consumers would be able to fit this service in their daily life as it addresses their day to day
problems. Relevant to Indian Consumers
The already existing Brands have a sense of esteem in consumer's mind as
they have the Brand Awareness. Brand Equity rank 215- Source: Brand Finance
'Dr' fits into the national culture and so consumers will develop a sense of familiarity with 'Dr.Airtel'
Airtel will not have to stress on what this service is all about. Rather only Benefits and sub-services
will have to be highlighted
Brand Equity model
Sample

6. Scope: Product offerings and How will it work
• Home Remedies for
• Cough & Cold, Height
Allergies, Acidity, etc
Dr. Daadi
• Indoor Aerobics
• Dance Aerobics
• Step Aerobics
• Sports Aerobics
• Calorie Meter
Dr. Aerobics
• Meditation Lessons
• Religious Mantras or
chants
• Yoga Lessons-
Pranayam Alom Vilom,
etc
Dr. Yoga
• Well balanced Diet plans
• Calorie Meter
• Wight Management plan
• Diet Tips
• Weight increase plan
Dr. Diet
• Home Remedies for skin &
hair problems
-Acne/pimples Dandruff,
etc
• Ayurvedic Beauty Tips-
Dry, Oily Skin
Dr. Skin & Hair
• Awareness lessons on
• Smoking, Aids,
Cancer, TB,
Alcoholism, etc
Dr. Aware
Videos- Role Play Based
Different Categories positioned differently
Lifestyle Health Problems- Modern Setting
Dr. Daadi- Conventional setting
Dr. Aerobics- Gym settings
Dr. Yoga- Garden setting
Videos- Role Play Based
Different Categories positioned differently
Lifestyle Health Problems- Modern Setting
Dr. Daadi- Conventional setting
Dr. Aerobics- Gym settings
Dr. Yoga- Garden setting
Involving Consumers everyday with Dr. Airtel-
2 new advices every day
According to season change, etc
Awareness of new diseases such as outburst of Flu, etc
Involving Consumers everyday with Dr. Airtel-
2 new advices every day
According to season change, etc
Awareness of new diseases such as outburst of Flu, etc
दो नुसके िदन के
85 million watch
Baba Ramdev’s
show daily

7. India’s wellness
industry in worth
Rs 110bn – E&Y
Market Description and Market Size
•33% Growth of 33% in revenue of the
slimming industry between 2005 &
2008
•Jagggi Vasudev –Popular over 100
centers worldwide.
• Art Of Living- Stress elimination
programme has reached 300 million
people worldwide
•Kaya, VLCC etc- Over 500 wellness
centers across India

10. Jan
2011
April
2011
July
2011
Oct
2011
Jan
2012
July
2012
Jan
2013
July
2013
India
Launch
Dr. Daadi
Dr. Skin
Service
Extension
Introduce
Other
Services.
Summer
BeautyTips
Medicine
Delivery
Through Med-
Shop
Health Loyalty
Card
Home
Gardening
Organic food
Home grown
vegetables
Videos from
Viewers
Ask for Videos
Viewers Poll
for Best Video
AAJ KA PLAN
Exercise, Diet
Calorie Chart
Skin Care Tips
Dr. Airtel
Edu-Health
Certification
Dr. Airtel on
Mobile
Convergence
Web/TV/ Mobile
3G Streaming
Promotion
Search of
Ultimate
Daadi
Promotion
TV
Advertising.
Print
Campaign
Promotion
RWAs
promotion.
Dengue
Awareness
Promotion
Airtel
Marathon.
DR. Airtel T
Shirts
Promotion
Dr. Airtel
Health
Camps
‘2’ Nuske Din ke
Jingles on Radio
Market Entry and Growth Strategy
Promotion
Kids telefilm-
Healthy-
Wealthy
ending
Promotion
Health
Inspectors
Viral Videos.
Social
Networking Sites
• Currently there is no offering in the health Sector
• Leverage Doctor + Airtel Brand to create Buzz
• Revenue growth of % CAGR in first 5 yrs
• Convergence with Mobile with the advent of 3G and
smart phones

11. Key Points
• Capital Expenditure of 3 million to develop the
application
• Operating Expense of 6 million per yr per stream
• Personnel expenses to design & develop the content
• COGS has to be reduced 2% annually
Efficient Plant
High Cogs Lean Manufacturing &
Maintenance
High Employee Cost Low inventory
High Turnaround Time Low Turnaround Time
Financial Overview – Capital Expenditure & Operational
Expenditure

12. Contingency Planning
SCENARI
O
PROBABLE REASON CONTINGENCY PLAN
Low
Viewership
Consumers didn’t like the
product
Consumers are not aware
about the product benefits
oIncrease promotional activities
oContent Revision
oCustomer Feedback mechanism
Competitive
Products
 Launch of health applications
by competitors
Slow growth in Airtel DTH
subscribers
o
Huge
increase in
subscribers
Application liked by all
Users subscribing to application
for trial
o Regular addition of new videos and
static content
oFocus on customer retention ,
customers may leave in second month

13. Business Benefits : ROI – 5 yrs, 10 yrs

14. Thank You