Marketing Strategy Airtel

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28.08.2019-609 views -Marketing Strategy Airtel

 Marketing Strategy Airtel Essay

Marketing Strategy Evaluation AirTel & Hutch

Rahul, Priyanka, Zardar, Rashmi Indian Institute of Planning & Management Ahmedabad

Project Introduction

" …Telecoms are rolling out like never prior to. And that 100-million mark doesn't look past an acceptable limit away. The mobile prospect base crossed 65 , 000, 000 in September 2005, a great over-30 % increase within the previous year…”

Project Launch Cont'd…

• Indian Cellular Industry will certainly touch $24 billion by the end of 06\. • Airtel (22 per cent market share, over 15 million mobile readers, source: Cellular Operators Association of India) witnessed its highest-ever net addition of just one. 8 million mobile consumers in a single 1 / 4.

Project Launch Cont'd…

• Hutch, with over 10 million subscribers (15 percent market share) may be No . 4 (behind Reliance and BSNL) at present, but it has got the highest average revenue every user.

AirTel Marketing Strategy

Business Process Supervision

Process Innovative developments and Continuous Improvement through People Involvement Problem Analysis by " Fact Centered - Root Cause Analysis"


Customer-Defined Organization Processes

Based upon Customer Specs, AirTel possess webbed many business operations on the subsequent concepts: Delivery time Turn around time Lead-time Time to market Other overall performance indicators

AirTel Marketing Strategy Cont'd…

Result Oriented Approach

Every single process has become designed by 1st planning the required result. The targeted the desired info is then arrived at through recognition of the pursuing: The next-customer and end-customer expectations. Quantifiable purpose of the process and key result areas. Past experience of " What went incorrect and can proceed wrong".

AirTel Marketing Strategy Cont'd…

Naturally, the point customer was clearly defined: top-notch, up market professionals and entrepreneurs. " We all positioned AirTel as a great aspirational and lifestyle brand, in a way that trivialized the price in the mind with the consumer. It absolutely was pitched not merely as a mobile service, but as something that gave him a badge benefit, " – recalls Hemant Sachdev, primary marketing expert (mobility) and director, Bharti Tele-Ventures.

AirTel Marketing Strategy Cont'd…

• In 1999, the rules of the game transformed. The New Telecommunications Policy arrived to effect, upgrading licence service fees with a revenue-sharing scheme and increasing the license period coming from 10 to 20 years. • Now, mobile service employees could drop their rates and concentrate on new consumer segments. Because SEC N became part of the catchment region, Airtel's connection changed from " power" to " touch tomorrow".

AirTel Web marketing strategy Cont'd…

• In 2002, Airtel fixed on music composer A R Rahman and changed its beat to " Live every single moment": Rahman's signature track for Airtel is, perhaps, the most downloaded ringtone in India. Yet that was just section of the ongoing conversation.

AirTel Manufacturer Review

• AirTel gets the most identifiable brand in the Indian owner space, with 30. 8% of our respondents able to identify it being a mobile company unaided. • While this can be lower than many of its competitors, examination of the many brand strength indicators reveals AirTel has a much stronger brand than it is competitors perform. Source: FOR INSTANCE Market Research Corp. 30th April 2006 -- 14 Webpages ID: IEMR1370648

AirTel Manufacturer Review cont'd…

• Of respondents, twenty-seven. 4% discovered AirTel with " cool”, 26% with " creative”, and 22% with " technically advanced”. Only eight. 6% of respondents identified AirTel with " cheap”. Between 2005 and 2006, it has increased its market share from twenty. 5% to 21. five per cent of the market. Source: FOR EXAMPLE Market Research Corp. 30th Oct 2006 - 14 Pages ID: IEMR1370648

AirTel Ad Campaigns

Hutch Marketing Strategy

" …A big success factor was how aspirational overtones in brand symbolism stayed, although price battles had started. Again, along with orange was a seminal characteristic; the brand's slogan was 'The future's bright, the future's orange'…”

Hutch Online strategy...