-Anil Kumar ISMC

Introduction
Owner-

Sunil Bharti Mittal. Bharti Airtel formerly known as Bharti TeleVentures Limited (BTVL). Indias largest cellular service provider. Known for its service. First cellular operator to set up cellular showrooms Airtel Connect. First cellular company to install a second mobile switching centre.

History
1985-

entered in telecom business. 1985-Technical collaboration with Siemens, Takacom corporation. 1990- entered in telecommunication industry. 1992- launching services in Delhi.

History
1995 2000-

opened its first cellular showroom.

invested in acquisitions and alliances to expand its business. Techies Award for four consecutive years (1997-2000).

Won

Market Share of Cellular Service Provider

30.00%
market share(%)

Airtel Reliance Vodafone BSNL TATA Idea Aircel Spice 1 service provider MTNL BPL

25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

Segmentation
On

the basis of Geography

-divided Indian market in telecom circles.

-Subdivided States into category A, B and C.

Targeting
Earlier

elite class above age group of 25

years. Corporate people and business men. Again targeted youth by introducing YOUTOPIA plan. Targeted women and senior citizens by introducing post paid plans.

Positioning
power to keep in touch. Positioned in premium category aimed at elite class of society. Perception of aspirational and lifestyle brand. Airtel decided that the brand should always connote leadership - be it in network, innovations, offerings or services Sponsored games like Golf.
Tagline-

Repositioning
Tagline- touch tomorrow. Started to capturing mass market. New look and the feel of the brand logo indicated the core values of the brand i.e. leadership, performance and dynamism.

Again Repositioning
Live Every Moment. Brand Ambassador - Sachin Tendulkar - Shahrukh Khan - Kareena Kapoor. The advertisement which changed the whole look of Airtel in the minds of Indian consumers was full with emotions and reactions, which one will experience in a lifetime.
Tagline-

Again Repositioning
Express Yourself. Changed its logo to give more energetic and younger look. Advertisements in regional languages with emotional touch. Advertisements were made to highlight the capability of Airtel's network coverage.
Tagline-

 In

2002, Airtel signed on music composer A. R Rehman and changed its tune to "Live every moment. Used 360 degree marketing. e.g. organized Airtel Scholar Hunt with NDTV.

Latest Advertisement

PEST Analysis
POLITICAL 1985-Department of Telecommunications (DOT) was established to grow telecom industry. Earlier Tariff rates were high due to high taxes. Now it become lowest in the world. Government has replaced license fees with revenue sharing scheme and extended the license period from 10 to 20 years.

SOCIAL Perception as a brand of the successful people. Social status. Word of mouth advertising.

ECONOMICAL Earlier Inflation rates were higher. Great economic growth & continued development of Indias economy registered a growth of 21%.

TECHNOLOGICAL First cellular service to provide roaming services and other value added services. Efficient customer care service. E-commerce portal. Introduced and involves in broadband services, long distance services, and internet services.

Conclusion
Most

successful brand in India with largest market share. Success is based on three pillarsconnectivity, affordability and innovation. The core is connectivity, i.e. the network Doesnt promote its product always by celebrities. Pre paid services are more expensive than post paid service.

Thank You