Bharti Airtel launched in the 1990s when the cellular market in India was emerging. Due to high tariffs, cellular brands initially targeted elite customers and were seen as premium offerings. Airtel's 'Leadership' campaign positioned it as an aspirational lifestyle brand that provided status and leadership in network, innovations, and services. This helped Airtel improve its performance marginally in the premium segment in the early competitive market.
This presentation is about the services provided by Airtel for B2B Clients and list of their clients and also about the promotional activity they follow
This presentation is about the services provided by Airtel for B2B Clients and list of their clients and also about the promotional activity they follow
Telecom sector in India and Customer Relationship Management (CRM)Raja Sarkar
The Indian telecom sector has evolved over the last two decades significantly. Before
the economic liberalization in the 1990’s, it was the state run service providers BSNL(Bharat
Sanchar Nigam Limited) & MTNL (Mahanagar Telecom Nigam Limited) who had absolute
monopoly in this sector. Landlines used to dominate the Indian telecom space. Mobile phone users
were very few and they were mostly from the ultra rich and the elite segment. Call charges were
extremely high which kept the ordinary people outside the purview of the telecom service. It was
the economic liberalization which opened the floodgates for private and foreign investments in the
Indian economy in almost each and every sector and the telecom sector was also not untouched by
it. It brought the private players into the telecom space and created a fierce competition which
resulted in an ideal atmosphere for the diffusion of the telecom services among all classes and
segments. It was the trigger for the subsequent telecom revolution in India which ultimately
resulted in India becoming the 2nd largest telecom market in the world with more than a billion
customers. Today it’s the mobile phone which dominates the Indian telecom space and landline is
fast becoming an extinct species. With one of the cheapest tarrifs in the world along with the
numerous value added services, mobile phones have virtually become an inseparable part of our
lives. With the advent of smart phones and the introduction of 3G & 4G services in India, we are
rapidly moving towards a second revolution in the Indian telecom space.
Telecom sector in India and Customer Relationship Management (CRM)Raja Sarkar
The Indian telecom sector has evolved over the last two decades significantly. Before
the economic liberalization in the 1990’s, it was the state run service providers BSNL(Bharat
Sanchar Nigam Limited) & MTNL (Mahanagar Telecom Nigam Limited) who had absolute
monopoly in this sector. Landlines used to dominate the Indian telecom space. Mobile phone users
were very few and they were mostly from the ultra rich and the elite segment. Call charges were
extremely high which kept the ordinary people outside the purview of the telecom service. It was
the economic liberalization which opened the floodgates for private and foreign investments in the
Indian economy in almost each and every sector and the telecom sector was also not untouched by
it. It brought the private players into the telecom space and created a fierce competition which
resulted in an ideal atmosphere for the diffusion of the telecom services among all classes and
segments. It was the trigger for the subsequent telecom revolution in India which ultimately
resulted in India becoming the 2nd largest telecom market in the world with more than a billion
customers. Today it’s the mobile phone which dominates the Indian telecom space and landline is
fast becoming an extinct species. With one of the cheapest tarrifs in the world along with the
numerous value added services, mobile phones have virtually become an inseparable part of our
lives. With the advent of smart phones and the introduction of 3G & 4G services in India, we are
rapidly moving towards a second revolution in the Indian telecom space.
This INTEGRATED MARKETING COMMUNICATION report contain befit analysis of Advertisement and promotion activity of airtel last three years.
If you like my report please sent me feed back on
Email: gondaliya.mehul101@gmail.com
Bharti Airtel Limited also known as Airtel is an Indian global telecommunications services company based in Delhi, India.Airtel was named India's second most valuable brand in the first ever Brandz ranking by Millward Brown and WPP plc.
"Telecommunication industry is one of the most rising industry which evolved at faster rate in last 10 15 years. Recently, India is the world’s second largest telecommunication market and still growing. Mobile economy in India is increasing very fast and will add significantly to India’s GDP. 4G technology is originated through 1G, 2G as well as 3G technology. 4G technology is the indicator of brisk growth of wireless communication technologies. The growth of 4G technology generates new services which are useful for the customers for various purposes like internet accessing with high data rate, global roaming, videos anywhere, any time and at any place with full grown support for all other multimedia. 4G technology is a very encouraging generation of wireless communication that will change the people life to wireless world in coming days. This paper deals with the current scenario of 4G mobile services. There are various competitors in the telecommunication market such as Bharati Airtel, Vodafone, Idea Cellular, Reliance Jio and BSNL. The current scenario of 4G mobile services which includes current market share of different companies, different schemes and offers provided to their customers in terms of mobile data, pricing, call rates, the growth of the companies and their marketing strategies. It also throws light on competitive edge over other service providers. Entry of reliance jio has made great turbulence in the telecommunication market by providing schemes like free internet, free calling, 4G network provide a serious threat to other competitor. Due to this, Reliance Jio is preferable choice for all the customers. Other service providers are facing challenges and find difficulty to cope up with the new game in the communication market. Reliance Jio marketing strategies have captured the more market share as compared to other competitors. It is very difficult for others to survive in the market. The other competitors are trying to survive in the market by changing their marketing strategies, satisfy their customers demand and retain their customers and refrain to switch to Reliance Jio or any other competitor. Ms. Mamata Alias | Aishwarya Rammrao Desai | Dr. C. S. Dalvi ""4 G Wave of Mobile Services in India"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Special Issue | Fostering Innovation, Integration and Inclusion Through Interdisciplinary Practices in Management , March 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23087.pdf
Paper URL: https://www.ijtsrd.com/computer-science/other/23087/4-g-wave-of-mobile-services-in-india/ms-mamata-alias"
this is the project on airtel.....which is done by the students of alliance university bangalore.......its really nice and go through this and have a good day....its simple and awesome
1. QUESTION -3
Do you think Bharti has not been giving enough time
for one positioning plank to prove effective before
moving on to the next? What are the merits and
demerits of frequently changing a brand’s positioning?
2. POSITIONING STRATEGY ANALYSIS
Rationale
In telecom industry people live a brand 24X7 so the possibilities
of being tired by a continuous campaign is very high
Brand restructuring helps the company to broaden its customer
base by reaching more people and offering new services
Success
Airtel is the most recognizable brand in Indian operator space,
with 30.8% of respondents able to identify it as a mobile brand
unaided
A member of Forbes ‘Asian Fabulous 50’
Of 10 million new subscriber sign up every month one in every 4
sign up with Airtel, not only to make calls but also to access the
Web, download cricket scores and send billions of
4. QUESTION-4
In the light of intensifying competition in the Indian
cellular telephony market and the fact that almost all
players have began focusing on the marketing front,
what should Bharti do to ensure that it retains its
market leadership position.
5. Recommendations
Strategic
In 2003 ,Airtel changed its tagline once again and the new
tagline is ‘Express Yourself’. This dynamism should be
maintained in future to build a more comprehensive and
stronger brand.
More focus on emotional angle to differentiate the brand
Airtel was the first cellular service provider to start
customer centers ( Airtel connects), thus setting a trend of
effective and responsive CRM system & it should be
maintained.
Innovative and low priced schemes for attracting mass
6. CONT….
Low-priced and Youth oriented schemes (e.g. Campus
pack, Student pack) are to be implemented more
effectively.
Keeping the competition low by strategic alliances and
acquisitions.
Aggressive rural market penetration using
infrastructure and by implementing innovative &
focused schemes.
Promotion in regional languages to tap rural market.
7. Cont….
Technical
Widening of the network coverage area
Increasing quality of service & interconnectivity
Innovative VAS such as e-recharge, recharge using SMS
Advanced technology introduction such as 3G,Mcommerce
(e.g. m-check, ATM recharge)
Promotion of Blackberry and other business customer
oriented services
Better use of internet and transforming it into a direct
communication channel
8. QUESTION-1
Examine the circumstances in which Bharti launched
Airtel and trace the brands initial days in the backdrop
of emerging cellular market in India. In the light of
‘Leadership’ campaign, analyze why Airtel & other cell
phone brands were seen as premium end offerings.
9. INITIAL DAYS
Sunil Bharti Mittal laid the foundations of the New Delhi
based Bharti group in 1970s with a small bicycle part
business.
1985 Bharti group entered the telecom business by
establishing Bharti Telecom Ltd. and entered into technical
collaboration with Siemens AG Germany for
manufacturing electronic pushbutton telephones.
Launched cellular service in Delhi in 1992, started offering
post-paid service from Nov,1995.
Started offering VAS such as Smart mail, Fax, Call hold,
Call waiting etc. and e-commerce portals to facilitate
consumers.
10. Premium end offerings and
‘LEADERSHIP CAMPAIGN’
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 "Airtel celebrates 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.