Académique Documents
Professionnel Documents
Culture Documents
STP Overview
Segmentation
Geographical Variables:
Region wise ( Telecom Circles ) *
Metro Circles : Cities of Delhi, Mumbai, Kolkata A Circles : Andhra Pradesh, Gujarat, Karnataka, Tamil Nadu, Maharashtra B Circles : Haryana, Kerala, Madhya Pradesh, West Bengal, UP (East), UP(West). C Circles : Assam, Bihar, Himachal Pradesh, Northeast, Orissa.
Segmentation
Density of area : *
Urban (Cities Such As Mumbai, Delhi, Kolkata, Chennai etc.) Rural (Baramati, Khed, Saswad etc.)
Segmentation
Demographic Variables:
Age and lifecycle:
From age group 15 to 24 25 and above Senior citizens
Segmentation
Psychographic segmentation
Lifestyle Personality
Behavioral segmentation
Brand loyalty Occasions Benefits Usage Rate
Targeting
Launched In 1995
Targeting
1999 - 2004
Targeting
2004 2010
Youth - Individuality Emotional Attachment with the Customers
Targeting
2010 Onwards Growing college going students segment Increased youth involvement Customer retention
Positioning
It is the act of communicating companys offer so that it occupies a distinct and valued place in the customers mind Lifestyle Positioning-Airtel Positioning based on use or application -Tangible & Intangible Benefits -mCheck, Airtel Live, music on demand -KBC and Indian Idol -Ad campaigns
Positioning
Tangible & Intangible Benefits
Airtel money Airtel voice blog Learn Next Alliances with -Ericsson, Nokia Seimens -Nokia Ovi Life Tools -Radiomirchi MobileMirchi -Britannica Encyclopedia Britannicaonline
Transition in Positioning
1995 - 2002
2002 - 2010
2010 - Present
Power to Keep in touch from 1995 1999 In 1999 it became brand of masses as it moved on to national arena Touch tomorrow (1999) signified the capture of new customers i.e the middle class
Live Every Moment (2002) A.R. Rahman composed the jingle Express yourself (2003) tried to show the emotional attachment It also tried to show the clearer picture of the brand.
Dil Jo Chahe Paas Layae (2010) this is to signify it would deliver values to customer that they desire anywhere. Har ek friend zaroori hota hei campaign encouraged the youth to connect with everyone.
Thank you !