Bharti Airtel

Kriti BhallaPrerna SuriKhushboo BahetiVikas MishraRahul ShokeenRohit Shukla

BRAND EVOLUTION Sunil Bharti Mittal (born 23 October 1957) is an Indian telecom mogul, philanthropist and the founder, chairman and Group CEO of Bharti Enterprises.

1983, Germany’s Siemens (push button telephone)

1986, Incorporated Bharti Telecom Ltd

1990, Country’s first fax machine and cordless telephones

1992, he successfully bid for one of the four mobile phone network licenses auctioned in India

1995, Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched services in Delhi

2003, the cellular phone operations were rebranded under the single Airtel brand

Bharti Airtel – An integrated Telco

Airtel Mobile services

Airtel Telemedia services

Airtel Enterprise Services

Airtel Digital TV services

Airtel money

BRAND PERSONALITYAirtel is perceived with the following personality characteristics Sincerity

Honesty

Lifestyle

Excitement

Spirited

Imaginative

Intelligent

Successful

Upper class

SWOT AnalysisStrength 1.Largest cellular service provider in India, with

over 164.61 million subscribers at the end of April 2011 2.3th Largest Telecom operator in the world with 207.8 million subscribers across 22 countries at the end of 2012 3.Only Indian operator, with VSNL, that has an international submarine cable 4.High brand visibility 5.Strong advertising with celebrity brand ambassadors

Weakness 1.Price competition from vodafone , spice & reliance etc. 2.Untapped Rural Market

Opportunity 1.Fast expanding cellular market 2.Untapped rural market

Threat 1.New entrant's low price offering 2.Mobile Number Portability

STP Analysis

Segment

• Elite class of people; Corporate

Target Group

• Elite class above 25 years age; YUPS(Young Upward Professionals)

Positioning

• Aspirational and lifestyle brand; Premium category

Brand Identity of Airtel

Airtel as Product

Mobile services

Telemedia services

Enterprise Services

Digital TV services

Airtel money

Airtel as organization

Hardworking , fun ,indigenous and genuine

Brand Identity of Airtel

Airtel as Person

Sincere , Honest , intelligent , imaginative , successful and upper class Airtel logo

Young , dynamic and warm

Positioning of Airtel

Airtel is positioned as an aspirational and lifestyle brand, in a way

that trivalised 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.”

- Hemant Sachdeva

“Power to keep in touch”

Year 1995 -98

“In control POWERFUL”

Premium category

Perception of aspirational and lifestyle brand

POSITIONING

“Touch Tomorrow”

Year 1999 -2001”

Brand that improved the quality of life.

Core values – Leadership, Performance and Dynamism

REPOSITIONING

“Live Every Moment”

Year 2002 -2003

First time A.R.Rahman had agreed to work for any brand,

anywhere in the world.

Most downloaded ringtone in the history of

telecommunication.

FURTHER REPOSITIONING

“Express Yourself”

Year 2003 -2008

Ownership of the entire space of communication and

strengthening the emotional bond Airtel enjoys with its

customer.

FURTHER REPOSITIONING

Perceptual Mapping

High Connectivity

Low Connectivity

Low on esteem High on esteem

Airtel

Vodafone

Reliance

BSNL

Spice

Idea

MTNL

TATA

Old Logo

Old Logo – “Flag Logo”

“Air” in Black and “ Tel” in White

“ i “ in red to maintain continuity and innovation.

Letter “A” showed dominance and leadership.

It is conveyed as strong , contemporary and

confident symbol of brand which is ahead of

others.

Brand Revitalization

• The unique symbol is an interpretation of the ‘a’ in airtel.

• The curved shape & the gentle highlights on the red color make it warm & inviting, almost as if it were a living object.

• The logo represents a dynamic force of unparalleled energy .

• The “unboxed” having been freed of its rigid boundaries.

• The color "Red is part of Indian heritage. it is the color of energy & passion that expresses the dynamism that has made Airtel the success it is today, in India, and now on the global stage

BRAND ARCHETYPES

These are the two archetypes we can associate Airtel as a brand with

Airtel -

Magician

( affect transformation)

Jester

(Have a good time)

Subscribers- 141,519,840

Market Revenue- 46.417 billion

Market share-22.6%

Employee- 83900(overall)

VODAFONE

IDEA

Subscribers- 99,441,714

Market revenue-15,389 Crore

Market share – 16.09%

Employees-6481

RELIANCE

Subscribers-more than 20 million

Market revenue- 11,110 Crore

Market share-16.7%

Employee-28065

Airtel/Vodafone

POINTS OF PARITY: Both the brands have the same pricing strategies and market segmentation

POINTS OF DIFFERENCE: Target customers of Vodafone are middle class people whereas Airtel targets elite and upper class people.Airtel positions itself as a lifestyle brand whereas Vodafone positions itself as a common man’s brand.

QUICK FACTS

Airtel has nationwide presence, and is the 6th most valued brand according to an annual survey conducted by Brand Finance and The Economic Times in 2010

In 2004 Airtel announced the launch of Blackberry wireless solutions in india.

In 2010 Bharti Airtel announced a re-branding campaign wherein, they would be referred as Airtel, with a new logo.

In 2009 Airtel signed a major deal with Manchester United

Airtel, also signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season

In 2011, Airtel launched wallet service - Airtel Money in the millennium city of Gurgaon

In 2011 Airtel introduced India’s first free mobile access to Twitter.

Bharti Airtel announced the launch of ‘Airtel Broadband TV’.

Co branding

Bharti Airtel has tied up with Infosys as its technology partner for Airtel

money

Bharti Airtel has appointed Nokia Siemens Networks to supply, manage

4G network in Maharashtra

Airtel has signed a pact with Opera Software, to provide its customers

with Opera Mini browsers

 Bharti Airtel and Apple together brought the iPhone 4 to India

Hungama ties up with Airtel for incentive scheme i.e to provide gaming

facility on the wireless platform.

•People really get inspired by eminent personalities such as film stars, cricketers and make them their role models therefore the company has been making use of them as their brand ambassadors for the worldwide publicity.

•There have been various tag lines which the company has adopted such as “Magic hai toh Mumkin Hai, Aisi Azaadi aur Kahaaan’ and the most recent one Har Ek Friend Zaroori Hota Hai. These tag lines helped the company to connect better with the customers.

•Airtel has devised common numbers for subscribers across the country for services like customer care, food services and cinema to make services simpler for customers using roaming facilities.

MARKETING STRATEGIES

•So that the customers moving from one place to another need not have to close and then again open new accounts at another place, it has also launched a unified billing system across circles.

•A storehouse of 40,000 frequently asked questions and their answers have been stored on computers to assist customer care personnel to deal with subscriber queries.

•Company feels that the prepaid products and services must be given value as it expects that most of its new customer i.e. 60% to 70% of the total new subscriber would come from the prepaid card segment.

•Airtel has decided to offer roaming services even to its pre-paid customers, but the facility would be limited to the region in which they buy the card to ensure that the customers do not migrate.

•The company is focusing on making the pre-paid attractive by keeping the cost low and making recharging more convenience as pre-paid cards are really catching up with the mobile phone users.

•The Company has tied up with WAITER ON WHEELS a company delivering food at home, to reach its magic pre-paid cards to subscriber’s doorsteps.

•The users can recharge their cards by just making a phone call to grocery shops as it has also joined hands with local grocery shops.

•Has also launched a special service, Care touch, for high-value, corporate customers, providing them with instant single point access for any assistance they require. They can dial 777 and enjoy a slew of services, which includes easier payment of bills, service in priority basis and value added services without any additional paper work.

•Airtel presented MTV Inbox the first ‘on-air’ SMS based interactive music dedication show exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show with real-time feedback mechanism. Both brands joined hands to target the high growth youth segment.

•Company creates brand followers by choosing eminent personalities such Sharukh Khan & Sachin Tendulkar for awareness and sponsoring events such as the Delhi Marathon etc. This is also done through advertisements and promotions.

•Airtel has signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season.

BHARTI – A GROWTH JOURNEY

GLOBAL BRANDING

Bangladesh Chad Burkina Faso Democratic republic of congo

Gabon Ghana India Kenya

Malawi Madagascar Niger Nigeria

Republican of congo

Rwanda Seychelles Sierra Lione

Sri Lanka Tanzania Zambia Uaganda

Jersey and guernsey

To make Airtel brand global Bharti Airtel joined hands with Manchester United for a five year exclusive agreement” 

“This partnership is intended to delight Airtel customers across India, Sri Lanka and Seychelles by offering them a variety of benefits” 

A once in a lifetime opportunity for Airtel’s guests to travel with the Manchester United first team during their way to UEFA Champions League matches and also to watch matches at Old Trafford. 

When all the new assets are launched, Bharti-Airtel’s global network will span some 200,000 kilometres and be accessible in 50 countries. At the same time, the operator is building out 17 POPs around the world, including coverage in Asia Pac, the US, Europe and Middle East, which will serve as network access nodes for a range of network services, including Ethernet, video transmission services, IP and MPLS services.

Bharti Airtel has appointed JWT's Bharat Bambawale as global brand director

FUTURE PROSPECTS

Bharti Airtel is the first company in India to offer high-speed Internet services using fourth-generation (4G) telecommunications technology.

Bharti Airtel through its wholly owned subsidiary Airtel M commerce services ltd (AMSL) has launched India’s first mobile wallet service Airtel Money. It’s available across 300 key cities in India.

It has planned to expand its operations overseas to have a more wider presence.

THANK YOU……