The document proposes a customer acquisition strategy for Airtel Money involving: 1) Segmenting customers into four groups and designing educational and promotional campaigns targeted towards each group. 2) Launching social media competitions like "Airtel Money Star of the Day/Month" to generate buzz. 3) Using emails, banners, partnerships and retail promotions to increase awareness of Airtel Money's benefits and drive transactions. 4) Promoting repeat usage among friends and family to expand the customer base.

1. Executive Summary
Submitted by,
Sukesh Chandra Gain
Problem Definition:
 Designing customer acquisition strategy
 Using internet, e-mails and social media to create buzz about the product
 End to end sales and marketing exposure – from strategizing and acquiring
customers to increasing usage and retention.
Mainly, we have to convey the value propositions offered by Airtel Money to customers.
Segmentation:
We can segment the target group in 4 user groups according to the values they believe in
and the features they want: Family head (who can influence the family members),
Students (Age group- 16-25 years), Young Professionals (Age group-25-35 years),
Businessmen (who are running small to medium scale business)
Recommendations
 Designing a Campaign: “Reveal the power of your money with Airtel”
 Educational Institutes: Promotion in major Govt. & private educational institutes
by setting up kiosk (Delhi University (~ 250000 students), JNU, VIT, Manipal
Group etc.)
 Push Strategy: Extending the offer to activate the Airtel Money service to the new
Airtel customers while buying Airtel SIM card
 POS Terminal: Encouraging retail outlets to install POS terminals for Airtel
Money
 Self Financing Promotion: Advertising on the back side Airtel recharge
voucher
 Collaboration with major nationalized banks (SBI, PNB, IDBI, HDFC, ICICI etc.)
to activate the Airtel Money service while customers are opening new account
with the banks
Designing customer acquisition strategy

2.  Corporate tie-up with organizations operating in service industry (TCS, Infosys;
Apollo Hospital, Makemytrip, IRCTC etc)
 Tie up with large and medium retail chains (Bigbazzar, Spenser, Central, Chroma)
I would be promoting Airtel Money on Social media (FB, Linkedln, Twitter,
BookmyShow etc.) awareness and customer acquisition.
Designing Facebook Campaign:
“Airtel Money Star of the Day” & “Airtel Money Star of the Month”
I. A competition- “ Airtel Money Star of the Day” & “Airtel Money Star of the
Month” will be launched on FB
II. A demo video of Airtel Money will be uploaded on the FB page to crate a buzz.
This video should show the end to end process of using Airtel Money
III. Initially (2 days) the FB page will be populated among all Airtel employees and
FMS student community to make sure its visibility to FB users
Rules for the FB competition:
a) Find out the nearest retail shop where you can recharge your SIM with Airtel
Money
b) Recharge your mobile with minimum of Rs. 100
c) By a product of minimum Rs. 5
d) Upload a your photo taken at the retail shop along with your transaction id
e) Share your experience on FB page
Star of the Day will be decided based on number of transaction/purchase.
You will receive a gift from Airtel. You can choose a merchandise from the range
displayed on the information page of FB.
Star of the Month will be decided based on maximum number of transaction for a
particular month by a single user.
You have a chance to win an iPhone.
For More information: Finding all merchants and retailers according to your preferences
is now just a few clicks away.
Search a merchant: Link
Using internet, e-mails and social media to create buzz about the product

3. Search a retailer: Link
N.B:
i. This facility is currently available in Delhi (NCR), Chenani & Bangalore
ii. Register for Airtel Money by just creating your 4-digit secure mPIN password for
authorizing transactions and loading cash
iii. You can call 12121(for Airtel users) and 880-001-2121 (Non-Airtel Users)
 E-mails Marketing
 Receiving 1.67 crore Indian consumers Email Database from
http://www.kumudhamwebtech.com/
 Using email of the Airtel's existing database for selected cities : Delhi,
Chennai & Bangalore and send mailer to them
 Sending mailer with all the required details and link
 Showing them the benefits of Airtel Money and how life could be lot easier
using Airtel Money
 Attaching a demo video (by showing end-to-end process of using Airtel
Money) with the mailer
 Sending the FB & Airtel Money Website link with the mailer
 Promoting through Orkut, Twitter page
 Banner advertisement on Bookmyshow.com, Yatra.com, Makemytrip.com etc.
 Depth: Promoting Repeat Usage
o Promote among family members, friends & relatives thorough existing
customer.
Communication:
Son: “Send me some pocket money”; Papa: “Check your mobile in 1 minute”
 Breadth: Increase consumer base in other cities
 Creating new channels – Airtel outlet near established corporate offices or
industrial zone.
(These are not hard & first rules; it could be tweaked based on the input from Airtel's management)
End to end sales and marketing exposure – from strategizing and acquiring customers to
increasing usage and retention