IMC OF AIRTEL

PROJECT REPORT

ON

“INTEGRATED MARKETING

COMMUNICTION OF

AIRTEL BY

BHARTI AIRTEL LIMITED” Facebook: www.facebook.com/mehul.gondaliya

Email id: [email protected]

Submitted By:

Mehul B. Gondaliya (13M52)

Submitted To:

Prof. (Dr.) Rajnikant P. Patel

Director and Head,

GHPIBM

G.H. Patel P.G. Institute of Business Management

Sardar Patel University,

Vallabh Vidyanagar.

About Bharti Airtel

Bharti Airtel Limited is a leading global telecommunications company with operations in 20 countries across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the top 4 mobile service providers globally in terms of subscribers. In India, the company's product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line services, high speed DSL broadband, IPTV, DTH, enterprise services including national & international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G wireless services and mobile commerce. Bharti Airtel had nearly 287 million customers across its operations at the end of Dec 2013.

Business Divisions of Bharti Airtel

A) Mobile Services:

Bharti Airtel offers GSM mobile services in all the 22-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers.

B) Telemedia Services:

The group offers high-speed broadband with the best in class network. With fixed line

services in 87 cities, we help you stay in touch with your friends & family and keep you updated round the clock.

C) Airtel Business:

Airtel business provides a broad portfolio of services to large Enterprise, Government, Small & Medium businesses and carrier customers. It is India's leading and most trusted provider

of communication and ICT services, offering services that include voice, data, network integration, data center & managed services, enterprise mobile applications and digital media.

D) Digital TV Services:

Discover the magical experience of digital entertainment with Airtel. From DVD quality picture and sound, the best and widest variety of channels and Programmers to the best on-

demand content on Airtel Live, your TV viewing experience change forever with digital TV from Airtel.

About Airtel Brand

Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the day” with an ambition to become the most admired telecom service provider globally. Airtel, in just ten years of operations, rose to the pinnacle of achievement and continues to lead.

As India's leading telecommunications company, Airtel brand has played the role of a major catalyst in India's reforms, contributing to its economic resurgence.

Today Airtel touch people's lives with Mobile services, Telemedia services, to connecting India's leading 1000+ corporates. Airtel also connect Indians living in USA, UK and Canada with our call home service.

The Indian Telecom Sector

India's telecommunication network is the third largest in the world on the basis

of its customer base and it has one of the lowest tariffs in the world enabled by

the hyper-competition in its market. Major sectors of the Indian

telecommunication industry are telephony, internet and broadcasting. The

Telephonic network in the country, employs an extensive system of network

elements such as digital telephone exchanges, mobile switching centers, media

gateways and signaling gateways at the core, interconnected by a wide variety of

transmission systems using media, such as optical fiber or Microwave radio relay.

The Indian telecom industry underwent significant market liberalization in the

1990s, and it has now become one of the most competitive telecom markets in

the world. India has the world's second-largest mobile phone user base with

over 929.37 million users as of May 2012. It has the world's third-largest Internet

user-base with over 121 million as of December 2011.

The industry is expected to reach a size of 344,921 crore (US$62.43 billion) by 2012

at a growth rate of over 26 per cent, and generate employment opportunities for

about 10 million people during the same period. According to analysts, the

sector would create direct employment for

2.8 million People and for 7 million indirectly. The total revenue of the Indian telecom sector

Grew by 7% to 283,207 crore (US$51.26 billion) for 2010–11 financial year, while

revenues from telecom equipment segment stood at 117,039 crore (US$21.18

billion).

Telecommunication has supported the socioeconomic development of India and

has played a significant role to narrow down the rural-urban digital divide to

some extent.

Figure 1 - Market share of major operators in India (February, 2012). Source: Wikipedia

The telecom sector in India is undergoing a major change with regards to growth

drivers. Revenue from voice is

going to stabilize and with recent 20% hike in price by major telecom companies,

the tariff war over call rates may be coming to an end. As the telecom industry is

showing signs of slowing down in terms of subscriber growth, companies are

looking at other revenue streams to supplement their core services. Telecom

operators are focusing on innovative m-VAS services such as m-commerce, m-

health, and m-education.

Initial Branding

Initially, the target group was elite professionals since tariff rates were high.

Airtel positioned itself as an inspirational 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.

“Leadership” to “Touch Tomorrow”

Bharti decided to ‘humanize’ the brand ‘Airtel’ in 2000. It started with Bharti

launching its new

‘Touch Tomorrow’ campaign which aimed at strengthening its relationship with its

customers and make the brand ‘softer’ to cater a wide variety of people across the

society.

The advertising became two-pronged: a product-driven communication that

showcased new offerings like the Magic prepaid card, and an emotional

communication to connect with younger people.

“Touch Tomorrow” to “Live Every Moment”

Airtel came out with a new logo. The logo signified a strong, contemporary and

confident symbol for a brand that was always ahead of the rest. It had two solid,

red rectangular forms whose counter forms create an open doorway. Capital “A”

showed leadership and red dot on “i” showed innovation.

LIVE EVERY MOMENT

In 2002, Airtel signed on music composer A R Rahman and changed its tune to

"Live every moment": Rahman's signature tune for Airtel is, perhaps, the most

downloaded ringtone in India.

“Live every moment” to “Express Yourself”

Later, Airtel adopted the "Express yourself" positioning, the emotional angle was

predominant

– It wanted to stand out in what was becoming a highly commoditized, crowded

market.

“Express yourself” to “Har ek friend zaroori hota hai”

Airtel came up with a new logo. The new logo was supposed to give Airtel and the

brand a more

"Youthful and international" look.

The logo is a modern representation of the letter 'a' on a bright red

background.

i. The unique symbol is an interpretation of the ‘a’ in Airtel.

ii. The curved shape & the gentle highlights on the red colour make it warm &

inviting, almost as if it were a living object.

iii. The colour Red shows the heritage. It is the colour of energy & passion that

expresses the dynamism that has made Airtel the success it is today, in India,

and now on the global stage.

iv. The logo is called “The Wave”.

Taglines of Airtel

Timeline depicting the various taglines of Airtel

1995

• Power to keep in touch

• Elite and premium brand

1999

• Touch tomorrow

• With NTP99 ,prices could be dropped,started looking from regional to pan india position

2002

• Live every moment

• To catch some emotions and feelings, brand of the masses

2003

• Express yourself • To strengthen the emotional connect of customers, wanted a fresh and contemporary idea that

built a brand their customers could identify with

2011

• Har ek friend zaroori hota hai

• Targets the youth with an evergreen theme of Friendship and its relevance

2014•The Smart Phone Network

• To Promot 3G Service and Network conncetivity in a smart phone.

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 10

Segmentation, Targeting & Positioning (STP)

This chapter describes the category of the selected product. The chapter is

organized into three sections. Section 1 states segmentation, Section 2 describes

targeting & Section 3 describes the positioning.

1) Segmentation

Due to diminishing marginal returns on its voice revenues, Airtel was forced to

abandon its one size fits all demographic segmentation. It came up with a strategy

where it classified users into different segments. Segmentation can be defined as

the process of dividing the market into customers with similar interests into one

segment

There are basically 4 levels of segmentation and Airtel segmented its market as:

1. Segment marketing:

Here the target market is divided into different segments on the basis

of homogenous needs. Airtel has broadly divided the whole market into 2

categories – prepaid and postpaid.

2. Niche Marketing:

It can be defined as the marketer’s effort to position their product or

service in smaller markets that have similar attributes and have been

neglected by other marketers. AIRTEL launched its product blackberry in this

category which particularly focussed on the upper business class who have to

be in touch with the world every time

3. Local marketing:

In this segment companies have to focus on the requirements of the

local markets to be successful. Airtel is focusing on local marketing by their

low tariff plans in rural and even urban cities.

4. Individual Marketing:

In this segmentation, companies focus on individual customers and try

to be in touch with them by phone calls, email etc. Airtel regularly calls its

every customer and tells them about its new features and schemes

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 11

Airtel segmented its consumer market on the basis of:-

1. Geographical segmentation: The market is divided into groups based on

demographic attributes such as localities, regions, cities, density etc. Airtel

segments the market on the basis of states, as they have different plans for

different states. The different geographic regions are handled independently and

different campaigns are run according to the tastes and preferences of people in

each region.

2. Demographic segmentation: The market is divided into groups based on

demographic attributes like age, gender, income, occupation, religion, family life

cycle etc

i. Age and lifecycle: Recognizing that senior citizens have the need to keep

in touch with their children and relatives who may be located far away,

Airtel came up with a senior plan which offered a discount on one STD

number and one local number. Besides, subscribers of this plan would get

special discounts for health check-ups and would have a facility to club

bills with that of their children

ii. Gender: The Company has also launched special packages to target the

women. Airtel had started the Ladies Special plan targeted at women and

allowed subscriber to receive special beauty and lifestyle tips, apart from

subscriptions to cosmopolitan and housekeeping magazines. The plan also

offers women the option to club the monthly bills with that of their

spouses.

iii. Income: Airtel also segmented the market on the basis of income

through their corporate plans. They had started the corporate scheme on

the basis of the higher usage rate and higher income persons.

iv. Generation: Airtel had started ‘Friendz’ pre-paid connection, SMS plans

and VAS like hello tunes, which was targeted towards the 15-25 year age.

This includes phone-to- phone (P2P) recharge facility, enabling the

consumer to transfer talk time and validity to any Airtel prepaid

subscriber. In addition comes the introduction of ‘Hot Spot’ tariffs where

Airtel Friendz customers can enjoy tariff discounts at pre-designated

places within the city.

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 12

3. Psychographic segmentation:

In this segmentation, marketers segment the market on the basis of

motivation, values, belief, lifestyle, personality etc.

Lifestyle: Airtel focused its attention on two groups in particular.

The first group was known as "funsters" -- consumers aged between 18-35 years old,

who share a common trait -- a high adoption of VAS. Airtel believes that with some

targeted marketing, spending from this group can increase quite significantly. The

Telco has exclusive tie-ups with application providers like Google and has

identified music-on-demand as a key value proposition.

The other segment of focus is the "achievers", who are the top five percent of

mobile users. While this segment isn't a high adopter of VAS, it contributes to

revenues nearly 10 times that of Airtel's ARPU.

To enhance customer experience for this segment, Airtel has separate priority

relationship managers. It also partnered with HTC and Blackberry to offer high-

end handsets catering specifically for those customers who want to be in touch

with their peers or their subordinates, colleagues etc.

Personality: Airtel last year had also started life Time Validity scheme for the

persons who are not financially strong and can’t afford the normal schemes

4. Behavioral segmentation:

Organizations also divide the market on the basis of behaviour that the

customer shows towards the usage of products. Various variables for segmenting

market on the basis of purchase behaviour of customers are occasions,

benefits, user status, user rate, loyalty etc.

Occasions: Airtel on the occasion of Independence Day, introduced a recharge

coupon of Rs 1947 with two years validity for its Delhi and NCR prepaid customers

Benefits: Airtel also provides various tangible and intangible benefits for its

customers.

Like Airtel launched various tangible benefits like validity schemes for its

customers and intangible benefits like roaming, voice mail, fax mail, close user

group etc.

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 13

Usage rate: Airtel very often comes up with schemes like Get the

talk time of 1111 on the recharge on 1000 i.e. getting more talk time value for which

customers are paying.

Targeting

Airtel has targeted the premium and upper middle class. The motto behind this is

only those segments should be targeted who value time and have the paying

capacity. During the introduction stage there was a huge pressure to get consumers

across to hook up with their brand, because getting them to Airtel by their earlier

brand and switching their brand loyalty was too tough. Airtel marketers have been

concentrating totally on the business executive class but now that the basic viable

volumes has been built up and prices have declined to a certain extent they are

planning to venture further field.

TARGETING AREAS

i. Professionals by giving free calls in postpaid connections.

ii. Entrepreneur by giving various plan in which they may get internal calling

free.

iii. Youth with the „FRIENDZ‟ Scheme.

iv. Targeting Students by introducing postpaid connection only for students

and with zero rentals.

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 14

Positioning:

The product is supposed to be a business efficiency tool. A lifestyle revolution

and a status symbol. The emphasis is to remove misconception that the cell phone

is an expensive means of communication. It’s a day to day use commodity and is no

more a symbol of status.

When it comes to Airtel who can forget the melodious, sweet music of its

composed by A.R.Rehman. The music attracts us in various forms such as chorus,

whistle, piano and in many other forms. The latest advertisements of Airtel “Jo tera

hai who mera hai” and “Kyun ki hare k friend jaruri hot hai” have created a brand

image in the minds of youngsters. This is one of the positioning strategy of Bharti

Airtel.

It was during this period that they also ran the “Breaking Barriers” campaign

under the express yourself campaign. It was a sign of the brand taking off globally

and also to indicate that it had the largest market presence in the Nation.

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 15

Integrated Marketing Communication

Advertising

The purpose of advertising is motivating but to sell something a product, a

service or an AIRTEL. The real objective of advertising is effective communication

between producers and consumers. In other words the ultimate purpose all

advertising is “Increased awareness” list of the following specific objectives of

advertising.

a) To make on immediate AIRTEL

b) To build primary demand

c) To introduce a price deal

d) To inform about a products availability

e) To increase market share

f) To help salesman by building on awareness of a product among retailers

g) To increase the frequency use of a product

h) To build overall company image

i) To build brand recognition

IMC Tools

AdvertisingSales

PromotionPublic

RelationsSponsorship

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 16

Airtel has been the first player in India to offer some niche

services like Blackberry, Caller Tunes, and personalized ringtones and has even

attached itself with the biggest names like Sachin Tendulkar, AR Rahman and

Shahrukh Khan to promote the brand.

Airtel has always backed on human relations and emotions in their brand

communication through its advertisements focusing on the emotional content. The

brand promotions have come a long way with its signature tune composed by AR

Rahman in the year 2002, to the latest campaigns inspired by the theme of

friendship.

Hoarding a advertisement of Airtel

Here we are showing advertisement used to promote internet service.

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 17

1)

Hyperlink for this advertisement: -

1) airtel - dil jo chahe, paas laye.webm

2) AirTel Advertisement - A R Rahman.mp4

In the 2010, Airtel launched a new signature tune and it even rebranded its logo

and launched the “Dil Jo Chahe Paas Laaye” campaign. This initiative was taken to

target the corporate and post-paid subscribers with its new communication.

2)

Hyperlink for this advertisement:

1) Airtel Har Ek Friend Zaroori Hota Hai Song with Lyrics.mp4

Dil jo chahe, paas laye in 2010

Har Ek Friend Zaroori Hota Hai

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 18

In 2011, the brand launched the “Har Ek Friend Zaroori Hota Hai”

campaign with a same signature tune modified to focus on the youth and targeting

itself as “The friendship brand”. The campaign was a huge success with its lively

tune. Since then, Airtel’s campaigns have been inspired by the theme of friendship.

3)

Hyp

erli

nk

for

this

adv

erti

sem

ent:

-

1)

Airtel 'jo mera hai wo tera hai, Jo tera hai wo mera TVC.mp4

2) Airtel My First Internet Ad 15 Secs.mp4

In the year 2012, it launched the latest Ad campaign which complemented the

earlier ad, focusing on friendship – “Jo Mera Hai Who Tera Hai”, which is again a

hit amongst the viewers and its customers.

Jo Mera Hai Who Tera Hai

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 19

4)

Hyperlink for this advertisement: - airtel Re 1 Mobile Video - Taxi Ad (TVC).mp4

In the year 2013, it launched the 'Rs 1 Entertainment Store' Airtel continues to

leverage the affordable 'Rs 1' tag to simplify data services for its customers and

encourage the mobile internet experience among first-time users across India.

Rs 1 Entertainment Store

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 20

5)

In the year 2014:

I. Airtel launched the “The Boss Film” , focusing on working class , which is

again hit among the viewers and its customers.

Hyperlink for this advertisement: -

II. Airtel lunched “Talk all night long, with unlimited internet and calls from

Airtel”, they focusing on Couples, Which is more emotional advertisement

and it will attract more customers to unlimited Internet and calls.

Hyperlink for this advertisement: -

1) Talk all night long, with unlimited internet and calls from airtel.mp4

2) New Airtel Ad So Romantic! sweet voice, awesome !.mp4

III. Airtel lunched “Smart Phone Network” camping Lunched for specially 3G

internet service, it is Effective campaign for a smartphone, now a day smart

phone user increasing in India so the company focused on smart phone

network.

Hyperlink for this advertisement: -

1) airtel new 5 star film.mp4

2) Largest 3G network on airtel - The Smartphone Network.mp4

“The Boss” “Talk all night long, with unlimited internet and calls”

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 21

Publicity and public relations:

A variety of programs designed to promote and protect a company’s image and

its products”, by high-credibility/ability to catch buyer’s off-guard. This will cover

gaps between the company’s point-of-view and media-coverage. This can create

/maintain corporate-identity/Improve Company’s-reputation/build relationships

with media etc. It’s a cost-effective tool which has message flexibility and useful for

crisis management.

Airtel starts 4G demo in a public place, it is create awareness of first 4G service

lunched by Airtel. Airtel also give free 4G service to customers for Experience of 4G.

Hyperlink - Airtel Delhi Half Marathon 2011.mp4

In 2011, Airtel start publicity by Delhi Half Marathone event. The above video shows

public warring Airtel T-Shirts and Bag.

Sponsorship:-

The company goes for sponsoring events in order to heighten the company and

brand image. Mostly the company goes for financing such kind of events in which

its product has got some room to build likeness. The company also goes for

sponsoring Satyamev Jayat show.

Hyperlink for this Sponsorship: -

1)Satyamev Jayate - Bus Film.mp4

2)Airtel Satyamev Jayate _ Airtel Money.mp4

G.H.PATEL POST GRADUATE INSTITUTE OF BUSINESS MANAGEMENT 22

WEBOGRAPHY

1) https://www.youtube.com/results?search_query=Airtel+2014+Celebration

2) http://www.slideshare.net/sundar786/marketing-projectreportairtel

3) http://en.wikipedia.org/wiki/Promotional_mix

4) http://www.slideshare.net/airtel

5) http://www.afqus.com/airtel