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BRAND POSITIONING AND BRAND PERCEPTION

BRAND POSITIONING
BRAND POSITIONING Measures

Perceptual Mapping

BRAND POSITIONING Measures

Statistical Techniques

SURVEYS

Experiential Positions Functional Positions

120

85

450

BRAND POSITIONING

COMPANY PROFILE
Initially as Bharti Tele-Ventures in 1995 Later changed to Bharti Airtel limited in 2006 Bharti Airtel has nearly 29 million total customers broadband & telephone services in 94 cities.

MARKETING STRATEGIES
PRICING STRATEGIES NEW SERVICE OFFERINGS VALUE ADDITIONS

AIRTEL BRAND POSITIONING


Creating a Winning Brand Promise Capture the mind. Win the day. Choosing your words carefullyEXPRESS YOURSELF Brand Positioning Workshop

GROWTH OF TELECOM COMPANIES

RESEARCH OBJECTIVE
Study the brand positioning and perception of Airtel. Comparative analysis with other company. Strategies adopted for it. Factors influencing the customer to stick with their network. Features needed every customer. Efficiency in providing after sales services. Factors in increasing sales.

RESEARCH METHODOLOGY
1. Research Instrument. 2. Data Collection
Primary Data Secondary Data

3. Sampling Techniques

LIMITATIONS
1. Sample Size 2. Limited Area 3. Non Co-operative 4. Errors

ANALYSIS AND INTERPRETATION

CONNECTIONS USED BY PEOPLE


16% 2% 32% 12%

14% 24%

AIRTEL TATA

VODAFONE RELIANCE

IDEA OTHERS

BASIS FOR CHOOSING OPERATOR

1%

15% 10% 4%

70%

ECONOMICAL VALIDITY OPTIONS OTHERS

PROMOTIONAL NETWORK COVERAGE

Do you give preference to advertisement for choosing your operator?


40 35 30 25 NO. OF 20 PEOPLE 15 10 5 0 YES NO CAN'T SAY

Series1

What do you think about the Airtels advertisements?


3% 7% 25% 65%

excellent

good

average

poor

Which operator would you prefer (except yours)?


0

LI OT T AN HE A T C R A E S

OPERATORS

10 5 Series1 10 20 55 0 20 40 60

O D A AF IR O I T N DE E E A L

R E

NO. OF PEOPLE

RESEARCH FINDINGS
Airtel enjoys high market share Hidden cost and confusing plans Network Connectivity Attractive Advertisements Major competition with Vodafone

Good market image

CONCLUSION
AirTel has the most recognizable brand in the Indian operator space, with 30.8% of our respondents . Of respondents, 27.4% identified AirTel with cool, 26% with creative, and 22% with technically advanced. Only 8.6% of respondents identified AirTel with cheap. It has increased its market share from 20.5% to 21.5% of the market.

RECOMMENDATIONS
Improve Server down problem Image building

Apply more Promotion tactics


Focus on Customer satisfaction Availability of vouchers Eye on LBAs

THANK YOU