An Assignment

On
Airtel Bangladesh
Submitted to
Md. Moniruzzaman Sarkar
Adjunct Faculty
Jahangirnagar university

Submitted By
Group No. # 6
SL No.

Group Member ID

Member Name

01

20142016

Md. Soriful Islam

04

20142057

Md. Saidur Rahman

Airtel Bangladesh Internet Marketing Advertisement Campaign: A Critical

Analysis

Introduction
This article represents a critical analysis of marketing communications materials used by Airtel Bangladesh, a
telecommunication company which is one of the fastest growing mobile services providers in Bangladesh and is a
concern of Bharti Airtel Limited, a leading global telecommunications services provider. The company offers a wide
array of innovative mobile services, including voice, value added services, data and m-commerce products and is
focused on expanding its state-of-the-art mobile network both for coverage and capacity.
With a customer base of more than 10 million, Airtel Bangladesh is the most preferred youth brand of the country
that thrives on excellent data service. To make customer's lives easier Airtel Bangladesh has Doorstep Service by
which customers can enjoy all kinds of service at their preferred place. M-Commerce opened a new horizon in
money transfer that gives Airtel customers the freedom to send money to their dear ones instantly from their mobile.
Through M-health, customers can now reach professional doctors over phone 24/7 and get basic treatment.
To enrich the lives of the customers Airtel has 7 Airtel Experience Centers (AEC) and 77 Airtel Relationship Centers
(ARC) across the country and our corporate office is situated in Banani (house 34, Road 19/A), Dhaka 1213,
Bangladesh.

The article starts with description and analysis of various types of media employed in order to promote the Airtel
Bangladesh, followed by the identification of objectives of Airtel Bangladesh campaign. Then, extensive analysis of
images and words used in Airtel Bangladesh campaign is undertaking in order to ensure a greater scope for the
current research. Moreover, attempts are made to analyse the appeal of Airtel Bangladesh marketing messages, as
well as, assessments are provided at what extent Airtel Bangladesh marketing campaigns were achieving their
objectives.

Types of Media used to Promote Airtel Bangladesh As Brand

Media can be defined as a facilitating institution who suggest appropriate message within the operative constraints
of space (Tyagi and Kumar, 2004, p.341) and is considered to be one of the most effective advertisement methods
among marketing practitioners.
Spurgeon (2008) divides media into two categories: published media and visual/aural media. Published media
includes newspapers, magazines, trade and professional press, as well as internet. Visual and aural media, on the
other hand, include television, radio, cinema, posters, billboards, and direct mailing.
Various types of media are used in order to advertise the Airtel Bangladesh brand in general, and Airtel Bangladesh
Serves the best by providing the third generation 3G and 4G network.
Newspapers are one of the most popular forms of media advertising that is widely used by Airtel Bangladesh. Airtel
Bangladesh Company is one of the companies that has stared media advertisement in its earlier stages, and by now
the company has been engaged in media advertising for more than 6 years.
Similarly, Magazines have also been widely used at a national level in order to advertise Airtel Bangladesh. The
choice of magazines to advertise the brand has been undertaken according to their readability by the target customer
segment of the company, and the Airtel Bangladesh advertisements usually occupy the whole page of magazines in
order to maximize the positive impact of the marketing initiatives.
Internet is another platform where the various forms of Airtel Bangladesh advertisements are placed. Specifically,
the brand online advertisement is undertaken through the extensive use of banners, pop-up ads, on-site sponsorships
and various other formats of online advertisements in thousands of websites along the globe. Moreover, there are
specific forums and many websites globally that are dedicated to Airtel Bangladesh fans and where users share their
stories where Airtel Bangladesh is involved.
Airtel Bangladesh has been advertised through Television in country as well with the company spending a
considerable amount of financial resources for this purpose. Airtel Bangladesh TV ads in the countries vary from
each other and they have been prepared taking into account the characteristics of a local culture in order to avoid any
misunderstandings due to cultural differences, and maximize the positive impact of the TV advertisement initiatives.
The Airtel Bangladesh is also advertised in cinema and this is undertaken in two ways. Firstly, there are Airtel
Bangladesh video advertisements played in cinemas for selected movies before the movie starts. Secondly, Airtel
Bangladesh is widely advertised through product placement in movies, where Airtel Bangladesh features somewhere
during the movie and in order to maximize the efficiency of the product placement, the telecommunication and
internet is usually consumed by the leading role during the movie.
While the number of usage and importance of product placement is increasing among the businesses with Airtel
Bangladesh being among the leaders, there is a place for misunderstanding and contradiction as well.
Airtel Bangladesh media advertisement through the radio usually does last only for few seconds, but nevertheless is
considered to be highly efficient in terms of increasing the level of brand awareness and customer loyalty.
Posters and billboards are also widely used as an integral part of the Airtel Bangladesh media promotion. Airtel
Bangladesh billboards are usually placed at the city centres on the countrye as well as highways and some of the
rural areas. Posters, on the other hand, are normally displayed at the public transport, some of the shops and
restaurants.

Objectives of Airtel Bangladesh Internet Marketing Campaign

Airtel Bangladesh advertisement campaigns have been launched in order to achieve specific objectives. It is clear
that the main objective of Airtel Bangladesh Company as a business entity is profit maximization, and all of the
efforts of the company are directed to the achievement of this primary objective. However, Airtel Bangladesh
advertisement campaigns contribute to the achievement of the primary objective of profit maximization in several
ways.
Varey (2002) informs that marketing communication campaign might have up to eight objectives. Each of these
objectives can be analysed in order to identify if Airtel Bangladesh marketing campaigns are aiming to achieve
them.
Firstly, creating awareness of the company and its products. This specific marketing objective is pursued by Airtel
Bangladesh Company as a secondary objective. This is because the company already has a high level of brand
recognition and its limited range of products is widely well-known within the countries the company is operating.
Secondly, informing and educating consumers and buyers. The relevance of this type of marketing objective to
Airtel Bangladesh campaigns is limited due to the fact that there are no positive informational and educational points
associated with Airtel Bangladesh Internet, such as communication aspects and financial benefits that could be
communicated to the potential and existing customers.
Thirdly, encouraging a liking for the companys products over those of the competitors of the company. This is one
of the main objectives Airtel Bangladesh marketing campaigns aim to achieve. Global market of beverage products
is highly competitive, and of the main strategies adopted by Airtel Bangladesh Company involves engaging in
intensive marketing initiatives.
Fourthly, encouraging product trial among potential new customers. This form of marketing objective is pursued by
Airtel Bangladesh very occasionally and only in new markets the company is entering.
Fifthly, increasing short-term sales by the means of stimulating action. This specific marketing objective is often
pursued by Airtel Bangladesh. Accordingly, seasonal and other sales are often introduced in major supermarkets, and
relevant information is communicated to the potential and existing customers.
Sixthly, reassuring customers and reinforcing their particular desirable buying behavior. This type of marketing
objective is pursued by Airtel Bangladesh campaigns through integrating the consumption of the data usage to the
lifestyle of the customers, thus achieving their lifelong loyalty.
Seventhly, generating information from customers. Such type of marketing objective is not very popular with Airtel
Bangladesh marketing campaigns due to the size of the company as well as the nature of the business.
Eighthly, creating sales lead. The marketing objective of creating sales lead is popular with the types of businesses
that operate with the push strategy, i.e. the companies that direct their marketing initiatives mainly to the distributors
and wholesalers, not the final consumers. Airtel Bangladesh Company, on the other hand, operates under the pull
strategy and directs its marketing efforts and communication to the final consumers, and therefore, does not have a
necessity to generate sales leads.

Analysis of Images and Words used in Airtel Bangladesh Internet Advertising and Their Appeal

Airtel Bangladesh marketing campaign materials have been devised according to the messages they aim to convey,
and images, words and sounds featuring within them have been perfected by marketing professionals in order to
serve the same purpose.
Messages sent through images, words and audio materials promoting Airtel Bangladesh can be classified into three
categories: Airtel Bangladesh internet helps to best satisfy the speed, connecting world one speedy, package is
stylish, and Safe browsing by Airtel Bangladesh is part of a lifestyle.
Marketing initiatives, words, images, audio and video materials Airtel Bangladesh employs tries to communicate a
message that this Connection satisfies the speed & web surfing in the best possible manner and partially for this
reason Airtel Bangladesh is consumed by millions of people per day.
In other words, Desire created for Airtel Bangladesh is fundamentally different from The different kind of network
of 3G, and the Desire for Airtel Bangladesh is more a want than a thirst in a virtual meaning of the word.
Moreover, Kotler and Keller (2006) state that the most effective marketing messages are presented by companies as
a solution to a problem potential customers experience. This idea finds its confirmation in case of Airtel Bangladesh
in a way that the 3G Internet connection is being associated with a style and being cool and trendy and at the same
time the connection is consumed by successful and famous personalities such as Mosarf karim, Mostofa Farooki,
Rokeya Begum etc.
According to Freud (2005) in whatever they do people are motivated by two forces: sexual satisfaction and the
willingness to be great. These two issues can be viewed as a problem and need that need to be satisfied. Specifically,
some people aim to satisfy the need of the willingness to be great by trying to be stylish and trendy and associating
themselves with established, famous, and successful personalities.
This fact is used by businesses such as Airtel Bangladesh Company by paying The Youngsters of present generation
to publicly associate themselves with the products and services the company is offering. As a result, other people
will purchase these products and services because they want to be famous and successful as well. This is a partial
explanation for the contents of some Airtel Bangladesh advertisement materials where celebrities are featured.
Apart from the above discussed points of the Airtel Bangladesh being designedd it 3G internet package as
3G is state-of-the-art technology in mobile communication. In simpler words, it is a network which gives you fast
data speeds on your phone so that you can do much more than just talk. It enables high-speed Internet access, video
calling and enhanced multimedia experience. With 3G internet these are the features of Airtel internet:

High speed mobile internet access on phone.

High quality voice service: The quality of voice calls is much better in 3G compared to 2G services.

Faster download: 3G users can download songs, video content, high resolution photos and other files at
high speed.

Mobile with broadband experience: 3G subscribers can use their phones for high speed internet as long as
they are in a region under 3G coverage

Video services: 3G user can enjoy video call facility where both the caller and receiver will be able to see
each other while speaking, if both have 3G services and 3G-enabled handsets: 3G enables its users to send
video mails and video clips to their friends.

Mobile TV: 3G users can watch TV programmers of different channels on their phone, even when theyre
on the move.

Are They Working: Analysis of Success Associated with Airtel Bangladesh Marketing Initiatives
There are different criteria against which the success of a marketing campaign can be assessed. According to
Koekemer and Bird (2004) integrated marketing communication assessment criteria include customer loyalty,
market share, and the amount of revenue that were generated as a result of the marketing campaign. The same
criteria can be applied in case of Airtel Bangladesh in order to analyse the effectiveness of its marketing
When evaluated from the criteria of customer loyalty Airtel Bangladesh marketing initiatives can be considered to
be highly successful. There are millions of people worldwide who consume Airtel Bangladesh regularly. It has been

Even stated that every second of every day, people everywhere 13,000 of them pop open an Airtel Bangladesh
product (Bodden, 2008). And some of these consumers drink Airtel Bangladesh regularly.

The extent of efficiency of Airtel Bangladesh marketing initiatives can be evaluated on the basis of market share
criteria as well. The company is selling its products in more than two hundred countries employing 139,600
employees and is a market leader in the majority of these markets (Growth, Leadership, Sustainability, online,
2011). This fact can be pinpointed to as an evidence of success of Airtel Bangladesh integrated marketing
communication initiatives.
Moreover, if the efficiency of company marketing campaign is to be evaluated from the viewpoint of profitability it
can be seen that partially as a result of effective integrated marketing communication strategy Airtel Bangladesh was
able to generate $8.2 billion from operations during the year of 2009 (From Our Leadership, online, 2009).
However, there is also an alternative approach in terms of evaluating the success of marketing campaigns involving
media. For instance, marketing initiatives involving media relations can be accessed through a range of media tools
such as advertising equivalency, number of total audience that has been reached through a specific publication,
numbers of journalists hosted, articles published etc.
The evaluation of media marketing campaigns conducted through the internet, on the other hand is conducted by
application a different range of assessment tools such as the total number of unique visitors to the website, length of
visit to the website, natural (free) search engine results, paid search engine results, and others.
Similarly, there are specific sets of efficiency level evaluation tools that can be applied to each individual method of
integrated marketing communication initiatives. The application of these measures to Airtel Bangladesh marketing
campaigns proves the campaigns to be efficient and positively contributing to the achievement of their aims and
objectives.

Conclusion
Having an effective integrated marketing communications strategy and efficiently to implement it is one of the
necessities for companies in a modern business world without which the chances for companys long-term growth
will be compromised. In order to be successful the components and all elements of marketing campaigns, including
images, texts audio and video materials need to be effective.
This article has studied the related issues in the case of Airtel Bangladesh Company in general, and their core
products Airtel Bangladesh soft drink in particular. The company relies on media extensively in order to conduct its
integrated marketing communication strategy. The choice of media used by Airtel Bangladesh includes newspapers,
magazines, internet, television, cinema, radio, posters and billboards.
Marketing campaigns initiated and conducted by Airtel Bangladesh has a range of objectives to achieve that include
encouraging a liking for Airtel Bangladesh, increasing short-term sales, forming buyer behaviour and others.
The above stated facts reveal the huge amount of potential of marketing in a way that Airtel Bangladesh Company
offers mainly perceived benefits to its customers, however, with the effective choice of components of integrated
marketing communication and their efficient use the company was able to become one of the most successful
multinational corporations in the world.