airtel FINAL PPT.pptx

Advertising & Sales Promotion

Submitted by:Dilip Kumar A-41

Kapil Sharma A-54Sumit Malik A-58

Avesh Srivastava A-53Hardik Harshwardhan A-31

INDIAN TELECOM INDUSTRYThe Indian Telecommunications network is the third largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world.

The telecommunication sector continued to register significant success during the year and has emerged as one of the key sectors responsible for India’s resurgent India’s economic growth. The Indian Telecommunications network with 621 million connections is the third largest in the world.

The sector is growing at a speed of 45% during the recent years.Private operators hold 88.76% of the wireless market share where as BSNL and MTNL, two PSU operators hold only 11.24% market share.

Name Bharti Airtel LimitedEstablished July 07, 1995, as a Public Limited CompanyHeadquarters New Delhi, India

Business description Provides GSM mobile services in all the 22 telecom circles in India, Srilanka, Bangladesh and now in 16 countries of Africa.• DTH and IPTV Services• .

Proportionate revenueRs. 202,395 million (ended December 31, 2012-Audited)Rs. 184,767 million ( ended December 31, 2011-Audited)

Listings• Bombay Stock Exchange Limited (BSE)

National Stock Exchange of India Limited (NSE)• .

Various services offered

MY AIRTEL

Significance of various services

Airtel Live – A multi access entertainment portal on the mobile with the most comprehensive content in the spheres of movies, music, sports and mobile games

Airtel Music On Demand signifies that the customer can listen to the music of their choice , anywhere.

My Airtel helped positioning airtel closer to its customers in their mind.

MCHEK - The latest service allows customers to sign-up for the service via the Internet or through their mobile phone in a matter of seconds and pay their bills with ease and convenience of their mobile phone.

BRAND LOGO

Tagline of brand

'Power to keep in Touch‘ (1995)

'Touch tomorrow‘ (1999)

'Live Every Moment' (2002)

'Express yourself‘ (2003)

Media Objectives

• To make telecom services mark the beginning of the next phase of India’s telecom growth story and elevate the telecom sector on a par with most advanced markets in the world.

• To help Airtel to lead India’s journey on the information superhighway with world-class services.

Media Mix

Airtel Used Strong Media Mix• Television• Online• Outdoor

Primary medium is television• It produces a high reach and frequency of airtel’s primary

and secondary market.• Goal of Airtel is to reach 75% of 18-40 years (This medium is

excellent at building frequency which will enable the brand to keep top of the mind awareness)

Airtel focused on television because:• Their Primary target market is watching 22 hours

television a week• Reach of television is quickly build as compared to the

print media.

Outdoor• Primary target market drives 162 km and secondary

target market drives 190 km a week.• It builds very high frequency quickly over a short period

of time.

Airtel has chosen online advertising:• Target audience spends 14 hours online and it is a medium

whose use is increasing for the younger demographic.• Cost effective medium with a much lower total cost for an

entire year.

Newspaper:• It is not considered for the plan because it is not highly

favored by Airtel primary target audience (18-30).• The poor reproduction, necessary insertions and throw

away nature of medium means that developing frequency is costly that limits the viability of their campaign.

Radio• They are using radio advertising because of the high reach.• It builds frequency.

Magazine:• Advertising in magazine was not seen as effective

medium.• While shelf life is a benefit to magazines, for their goal of

initial heavy weights and sustaining throughout the year, they found magazine would be a weak medium.

Media execution

Airtel use specifically target online website:• Advertising will be executed using different sizes, rectangle,

leaderborad, skyscraper.• Websites types to be included are sports, news, and magazines.

Television:• The advertisement of Airtel must be telecasted initially at prime

time at high frequency as the target audience (youth and working class) sits in front of the television at night, this will also reduce wastage.

• Sponsoring of television serials with high TRPs can be another technique used under media scheduling. Example: TV news channels, Star Plus, Sony (KBC).

Media Strategies of Airtel

Bharti Airtel has spent a considerable amount on advertising its mobile phone service

Airtel, Besides print advertising, the company had put up large no of hoardings and kiosks in and around whole india.

Objective behind designing a promotion campaign for the ‘Airtel’ services is to promote the brand awareness and to build brand preferences.

It is trying to set up a thematic campaign to build a stronger brand equity for Airtel.

Brand Awareness

• Brand awareness is spread through the campaigns and brand preference through brand stature.

• Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city,' bearing just the company's name and without explaining what Airtel was.

• In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection .

• Airtel formulated an advertising campaign which rope in famous movie actors as celebrity endorsement in a suitable way to promote the brand and is an effective tool for expanding market share.

• Advertising on television in the prime time and also huge 3D billboards may prove to lure the target audience.

• Repeated Airtel Mall Activity programmes activated on Christmas day. Apart from making awareness about Airtel, For this a Live Christmas Santa was among the people and was made the medium of Airtel Mall Activity which yielded very good results of awareness of Airtel Services.

Advertising Objectives

• Reach audience with interesting and persuasive messages.

• Breakthrough the communication clutter in the market place.

• Influence the behaviour of its target audience.• Attain new customers and increase the number of

relationships.• The keep their target audience and existing

customers updated about their new products, promotions and service reliability through emotions.

Positioning Strategy

Airtel positioned as an aspirational and lifestyle brand, in a way that trivialized the price in the mind of the consumer. It was pitched not merely as a mobile service, but as something that gave him a badge value ,“ – recalls Hemant Sachdev, chief marketing officer (mobility) and director, Bharti Tele-Ventures

Starting “Power to keep in touch”- to convey the power of instant communication.

Positioned to all category and class of the society who are willing to use cellular services.

Perception of Aspiration and lifestyle brand. Airtel decided that the brand should always connote leadership-

be it in network, innovations, offering or service.

BRAND AMBASSADORS

• Since its inception, in 1995 airtel has switched many brand ambassadors to maintain a connect with its customers.

• Its Brand Ambassadors range from legends like AR Rahman, Sachin Tendulkar to Shahrukh Khan, Saif Ali Khan, Kareena Kapoor, R. Madhavan, Vidya Balan.

• These days Airtel is using new models for promoting its brand keeping in view its new consumer base: Youth.

BRAND AMBASSADORS 2002

3 OCT, 2003

2006Vidya/Madhvan, 23rd april/2nd feb,08

Signed as B.A for Airtel

Target AudienceSanjay Kapoor, Bharti Airtel chief executive for India at a news conferences in New Delhi March 11, 2010, said “Our target audience for bharti’s services is India’s 560 million youth, is who “have habits akin to youth in the western world.Airtel Brand is all about Teenagers, youngsters, special relations family, friends, love breaking of communication barriers.Airtel basically targets college students for their connection but many people whose age is greater than 25 also take this connection for use of services .

Airtel target working people but many house wife and college going students use this connection.

Bharti airtel has a huge customer base in India. They basically target customers on the basis of age and occupation

Age: 18-30Working people (age>25)-middle income-higher

income group

• Advertising Strategy• Airtel uses two appeals to connect to its target

audiences:• Emotional Appeal• Humorous Appeal

• Following is an Image strip of a commercial used by Airtel to represent and Emotional Appeal.

Budget• Airtel has total Advertising budget somewhere

closer to Rs. 700 Crores annually.

Scheduling• Advertising media scheduling is the process of choosing the most

cost-effective media for advertising, to achieve the required coverage and number of exposures in a target audience. Target audience for AIRTEL will be the youth and working class situated in different geographical location.

• The advertisement of Airtel must be telecasted initially at prime time at high frequency as the target audience (youth and working class) sits in front of the television at night, this will also reduce wastage. Sponsoring of television serials with high TRPs can be another technique used under media scheduling. Example: TV news channels, Star Plus, Sony (KBC).

• First page of leading newspaper can be used to give an ad during the initial phase of the launch, slowly moving to second and third page with limited space.

Publicity Events

Sponsored various TV programmes like:• Big Boss• KBC• Indian Sangeet Awards• Satyamev Jayate

Sponsored Events like:• Delhi Half Marathon (Every year)• Border-Gavaskar Trophy• Indian Fantasy League• Delhi Golf Tournament• Organizes Painting competitions in various parts of the country.

Airtel, being the title sponsor, leads the way in terms of engaging with the fans on social media. Airtel’s social media activity with respect to the Indian GP in July where we focused on how Airtel was trying to gain traction in the build up to the event.

Strategies Adopted to make Campaign Sucessful

The Facebook Page

• According to the data provided by Unmetric the Airtel F1 Facebook page has gained 863,102

fans from the start of July till October 21, a percentage increase of 320.6. There has been a

steady rise since the start of September which can be credited to its contest “Join Our Pit

Crew” and other engagement activities.

Twitter and Pinterest presence

• The Twitter presence of Airtel F1 has come a long way since it we last reviewed in July. The

fan count then was 130 while it has more than 1300 now. Earlier, the content strategy mainly

involved tweets and retweets about F1 alone but it has evolved since then as Airtel started

running a Twitter hashtag contest #airtelIndianGP which has been the primary reason for its

follower count.

The Pinterest page has a fascinating feel to it. In terms of

numbers, there hasn’t been much of a change, the follower count increased from 70 to mere 88 but the effort is worth applauding. It has an array of boards covering almost every aspect of the sport along with a dedicated board for the Indian GP, which is being updated constantly

The strategy and its execution clearly signify that it has made a whole-hearted effort. It has made great use of all the platforms it has used and with Airtel being the fourth largest mobile telephony company in the world expanding into newer markets aggressively and it also being the title sponsor of this prestigious event, it had to be grand and spectacular in its social media efforts

Jo Tera hai wo mera hai

• Jo tera hai wo mera hai “Friendship is all about sharing”

• Picturisation: vibrant, peppy, colourful and pretty much bursting with youth, and the upbeat mood of the ad is complemented by an anthem that has started creating quite a buzz on the digital space.

• Execution style: Dramatization and Humor• Target Audience: Teenagers, youngsters, Tech Savvy• Appeal: Emotional (Music)

Signature Tune

Introduced In 2002In 2002, Airtel chose one of the country’s most

successful music composers A R Rahman and Tune he gives,denote "Live every moment": Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India.

Rahman had been paid Rs 10 million for the campaign

Airtel Jingle- A.R. Rahman

• Airtel Jingle- A.R. Rahaman• 16 states, 600 million people, one service provider• One network that connects India, like A. R Rahman moves

India with his music• This music went on to become the “Airtel Signature Tune”

• Execution style: Musical• Target Audience: People who need wireless network,

people who want to connect on the go, people who want to be the part of the revolution of wireless communication

• Appeal: Emotional (Music)

Communication Boundaries

• Communication Boundaries • ‘Express Yourself’ platform making the breaking of communication

barriers its focal point “Deewarein gir jaati hain, faasle mit jaate hain, jahan do baatein ho jaati hain (Barriers break when people talk).” Connecting cultures, longing to communicate without any barriers the society places, making new friends, caring, unity, peace, free mindedness

• Execution style: Slice of Life• Target Audience: long distance relationship Son/ daughter away from

home, husband away from his wife for business assignment, friends separated because of careers.

• Appeal: Emotional Appeal(Personal and Social Feelings) Affection, Happiness, Love, Acceptance, Belongingness

Endless Goodbye• Endless Goodbye• “A man and his girl are never apart even after they say

goodbye”• With Airtel 3G video calls, you always stay close to your loved

ones, no matter how far you are. • love-Affection-Togetherness• Nominated as Best Ad in CANNES Festival in 2010

• Execution style:Fantasy,Dramatization• Target Audience: people who always want to see and talk with

each other• Appeal:Emotional ( Personal feelings) Love,Affection

Street Performer

• Street Performer “Dil Jo Chahe Pass Laye”• Wherever you go, carry your entertainment with you• Entertainment anywhere any day….

• Execution style: Musical• Target Audience: On the GO entertainment lovers,

Demanding• Appeal: Mixed (Emotional and Rational): Comfort,

Feature, Competitive Advantage

Together Good Things Happen

• The growth of Airtel is related to Shahrukh khan from its No one to someone to stardom, which is connected to 110 million fans.

• Unity, togetherness, networking, Aspiration, chasing the dreams, relationships, success.

• “Life is all about experience” • “You cannot be alone when 110 million people are

connected with you”• Target Audience: Aspirating People, close friends, people

who loves networking, people who want to be together• Appeal: Emotional