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BY 2010 AIRTEL WILL BE THE MOST
ADMIRED BRAND IN INDIA:
BENCHMARKED BY MORE
BUSINESS.
AIRTEL
Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. A consortium of giants in the
telecommunication business. In it's six years of pursuit of greater customer
satisfaction, AirTel has redefined the business through marketing innovations,
continuous technological up gradation of the network, introduction of new generation
value added services and the highest standard of customer care.
Bharti is the leading cellular service provider, with an all India footprint
covering all 23 telecom circles of the country. It has over 12 million satisfied
customers.
Cellular telephony was introduced in India during the early 1990s. At that
time, there were only two major private players, Bharti (Airtel) and Essar
(Essar) and both these companies offered only post-paid services. Initially,
the cellular services market registered limited growth.
Moreover, these services were mostly restricted to the metros. Other factors
such as lack of awareness among people, lack of infrastructural facilities,
low standard of living, and government regulations were also responsible for
the slow growth of cellular phone services in India.
Although the cellular services market in India grew during the late 1990s (as
the number of players increased and tariffs and handset prices came down
significantly) the growth was rather marginal. This was because the cellular
service providers offered only post-paid cellular services, which were still
perceived to be very costly as compared to landline communications.
To be globally
admired for
telecom services
that delight
customers.
We will meet global standards for telecom services that delight customers
through:
• Customer Service Focus
• Empowered Employees
• Cost Efficiency
AIRTEL BROADBAND
Bharti Televentures is the fixed line operator business of Airtel. In the recent
branding exercise, all the services have been offered under the Airtel brand. Data is
the next driver for growth. This is clear to the operators who have belatedly realized
the implications for having a pie in all the segments of telecommunications. Hence
Bharti ventured in the broadband market.
However, the main contention in the broadband market is the price offering
which includes the bandwidth costs as well as the cost of laying down the
copper wire. Typically, in the mentality of the profit making exercise, Airtel
has so far focused only in those areas where it perceives that a huge market
is present. However, I still hold that their thrust should be in smaller towns
and cities where BSNL would ultimately usurp their potential customer
base. It seems that their fancily paid MBAs haven’t really understood the
success of BSNL who focused on the B and C class cities where it has
drawn unparalleled support despite the lousy customer experiences. This is
because of the absence of any other operator.
The current offerings by Airtel does not really enthuse a potential customer
who is looking at sustained data transfer. It is the classic case of having
something better than nothing.
Add to the lousy customer care that Airtel is slowly perfecting, it is staffed
with people who usually land up in their jobs with little idea of their job
profile. The so-called Tech engineers have often been unable to help a
customer who is facing issues with the connectivity. I have read first person
accounts for the same.
AIRTEL’s ENTERPRISE SERVICES
The company is a part of Bharti Enterprises, and is India's leading provider
of telecommunications services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBU’s) - mobile
services, broadband & telephone services (B&T) & enterprise services. The
mobile services group provides GSM mobile services across India in 23
telecom circles, while the B&T business group provides broadband &
telephone services in 90 cities. The Enterprise services group has two sub-
units - carriers (long distance services) and services to corporates. All these
services are provided under the Airtel brand.
Our Services:
Voice Services
Mobile Services
Satellite Services
Managed Data and Internet Services
Managed e-Data Services
AirTel launches VQE (Voice Quality
Enhancer) for the first time in Kolkata.
Introducing VQE (Voice Quality Enhancer) for the first time in Kolkata.
VQE is a revolutionary new system that spectrally reduces background
noise. It eliminates acoustic echo, adjusts speech levels in both directions
and does away with low or distorted speech so that every word of your's can
be heard clearly, wherever you may be speaking from.
The VQE technology has been sourced from Tellabs of USA, world leaders
in Voice Quality technology. Some of the prominent GSM operators using
Tellabs solution in the world are SingTel, Bell South, Telstra, BT Cell etc.
The Tellabs noise reduction technology removes high background noise
from the wireless side of the call thus delivering near wireline clear call
quality
on mobile phones. The Tellabs 3000 series of voice-quality enhancement
echo technology also eliminates the complexity of acoustic echo generated
by digital mobiles and hands free kits.
So go ahead. Express yourself and feel the difference on Kolkata's only
Non-
Stop 2.5G Network
AIRTEL NEWS
•
Bharti Airtel inks USD 400 million network expansion contract
with NOKIA
.• Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600 crores, PBT
crosses Rs. 1,000 crores.
• Bharti Airtel is amongst India’s Most Admired Knowledge enterprises in
2006.
• Sunil Bharti Mittal receives ‘The Honorary Fellowship’ from IETE.
• Notice of postal ballot for seeking consent of the shareholders on
scheme
of amalgamation of Satcom Broadband Equipments Limited and Bharti
Broadband Limited with Bharti Airtel Limited.
• Bharti Airtel to Observe Silent period from October 1, 2006.
PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian
cellular market witnessed a surge in cellular services. By 2005, there were a
total of 12 players in the market with the five major players being Bharti
Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL),
Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance
India Mobile (RIM) (Refer Exhibit I).
All the players except RIM offered services based on the Global System for Mobile
(GSM) technology. RIM provided services based on Code Division Multiple Access
(CDMA) technology as well as GSM.
As competition in the telecom arena intensified, service providers took new
initiatives to woo customers. Prominent among these were - celebrity
endorsements, loyalty rewards, discount coupons, business solutions and
talk time schemes. The most important consumer segments in the cellular
industry were the youth segment and the business class segment. The youth
segment was the largest and fastest growing segment and was therefore
targeted most heavily by cellular service providers.
Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional
strategy. By 2004 it emerged the unprecedented leader commanding the
largest market share in the cellular service market. (Refer Exhibit II). Hutch
implemented the celebrity endorsement strategy partially, relying primarily
on its creative advertising for the promotion of its brand. BSNL, on the other
hand, attracted the consumer through its low cost schemes. Being a state
owned player, BSNL could cover rural areas, and this helped it increase its
subscriber base. Reliance was another player that cashed on its innovative
promotional strategies, which included celebrity endorsements and attractive
talk time schemes. Idea, relied heavily on its creative media advertising sans
celebrities
Celebrity
Endorsement
Strategy
“Competition will not do well to adopt a knee jerk reaction and will have to
come out with advertising that is well thought out” explains Mr Kapoor. He
anticipates a situation where the new entrant (AirTel) will continue to be
more aggressive.
OBJECTIVE
The objective of my project report is to study the advertising strategy of
AIRTEL Cellular service and its effect on mobile users existing and who are
going to use mobile service in future. In other words, my aim is to study the
Advertising Effectiveness of AIRTEL Cellular service.
DATA SOURCES
Data is collected from both the Primary sourcesi.e. questionnaire and also
Primary sources:
Chapetr 3
30 % Friends
70% Advertisements
5% Other Sources
35% Advertisements
20% Connectivity
10%Schemes
35%Goodwill
People’s first choice of cellular service when they want to use mobile
phone
AIRTEL 45%
HUTCH 30%
IDEA 8%
RELIANCE 10%
TATA INDICOM 5%
OTHERS 2%
Sachin : 55%
Shahrukh : 38%
Kareena : 2%
A. R. Rehman : 5%
YES : 85%
NO : 13%
CAN’T SAY : 2%
YES : 72%
NO : 28%
AIRTEL is #1 in India
Ye s : 95%
No : 5%
Chapter4
CONCLUSION
The conclusion of my study is that AIRTEL’s Advertising has a major
impact its users. People like its schemes very much .AIRTEL had created a
very good image on the mind of the new users of cellular service. AIRTEL
has adopted a very good strategy by providing a new connection with
NOKIA who is market leader in mobile set, many new users buy Nokia sets
Strategy. A.R. Rehmaan’s tune for AIRTEL worked as free advertising for
AIRTEL as another service user uses it too. Other celebrities like Shahrukh
Khan (bollywood) and Sachin Tendulkar (Cricket) has also contributed very
much in AIRTEL.
RECOMMENDATIONS
By virtue of its connectivity and advertising strategy AIRTEL is successful
in grabbing the highest market share in India, but there are still some
make its network service more stronger than other service providers to
WWW.GOOGLE.CO.IN
o
WWW.AIRTEL.COM
NEWSPAPERS:o
Times of India (15 Oct 2006- 2 Nov 2006)
BOOKS:
o
Annexure
QUESTIONNAIRE
NAME:
……………………………………………
ADDRESS:
……………………………………………
OCCUPATION:
…………………………………………….
CELLULAR SERVICE USED:…………………………………………….
Friends
Advertisements
Other Sources
Advertisements
Connectivity
Schemes
Goodwill
3. Which was your first choice of cellular service when you want to use
mobile phone?
AIRTEL
HUTCH
IDEA
RELIANCE
TATA INDICOM
OTHERS
Advertisements
Connectivity
Schemes
Audio Visual
Print
Audio
Sachin
Shahrukh
Kareena
A. R. Rehman
NOKIA + AIRTEL
AIRTEL MAGIC
Postpaid services
AIRTEL Broadband
11.Do you participate contest offered by AIRTEL like KBC-2 & Indion
Idol-2?
YES
NO
More talktime
More validity
Both (i.e. Post paid)
Yes
No