brand management 14 & 15
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BRAND MANAGEMENTIN TELECOM INDUSTRY
Presented by :
Annaso Chougule [14] Krishnakant Deokar[15]
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1. At most beginning only Product/Service
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2. Start Branding
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3. Branding started with strategic management
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4. Came up with Marketing Mix
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5. Brought Integrated Marketing Communication with innovative
promotional strategy
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6. Current Scenario
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25%
18%
17%
13%
10%
9%
4% 2% 2%
Airtel
Reliance
Vodafone
BSNLIdea
Tata
Aircel
Spice
Others
GSM& MAMARKETSHARE
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AIRTEL
1995 - Bharti Tele-Ventures was incorporated on July 7, 1995
as a company
Bharti Cellular launched cellular services 'AirTel' in
Delhi
2004 - AirTel enrolls 50,000 customers in its mobile service in
60 days
Airtel was voted as the Best Cellular Service in the country
for four consecutive years. Largest Private Integrated
Telecom Company in India.
3rd Largest Wireless Operator in the World.
Largest & Fastest Growing Wireless Operator in India.
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IDEA
1995 - Incorporated as Birla Communications Limited
1996 - Changed name to Birla AT&T Communications
Limited
2000 - Merged with Tata Cellular Limited 2002 - Changed name to Idea Cellular Limited and launched
"Idea" brand name
2003 - Reached the two million subscriber mark
2004 - Acquired Escotel Mobile Communications Limited 2005 - Reached the five million subscriber mark. Turned Profit
Positive
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IDEA
2006 - Acquired Escorts Telecommunications Limited
Reached the 10 million subscriber mark
2007 - Won an award for the "CARE" service
2008 - Idea acquired 9 licences
2009 - Idea becomes a pan-India operator
Emerging Company of the Year - fastest growing
mobile operator in the worlds fastest growing telecom
market
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The name Vodafone comes from Voice data fone, chosen
by the company to "reflect the provision of voice and data
services over mobile phones.
Vodafone
Original Corporate Logo of
Vodafone before 1997
New Corporate Logo of
Vodafone as of 1997.
Vodafone started as Racal Vodafone in 1982.
It was renamed Racal Telecom in September 1988.
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Milestones
1985 1st lau c of a commercial mobile etworki t e UK
1991 1st i ter atio al roami g call i t e world
1994 1st mobile operator lau c i g SMS2001 1st pa Europea roami g price i itiative
2002 1st commercial GP S roami g service.
2004 1st offer of a 1-megapiel camera p o e to
EuropeVodafo e is t e worlds largest mobiletelecommu icatio s commu ity
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BRAND POSITIONING
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0
10
0
30
40
50
60
V DAF NE ELIANCE BSNL AI TEL IDEA
50
5
30
7
BRAND RECALL VALUE
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BRAND EQUITY
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Questionnaire
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Airtel
33%
Vodafo e
21%
Idea
14%
Tata13%
elia ce
16%
t ers3%
1] Which connection you currently use ?
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9.5
8
6
4
6
3
0
1
2
3
4
5
6
7
8
9
10
Airtel Vodafo e Idea Tata elia ce t ers
2] Out of score 10, how much score do you give to easyrecharge process of your operator ?
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3] On what basis you chose your operator ?
14%
10%
4%
70%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Eco omical
Promotio al
Validity ptio s
Network coverage
t ers
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9.5
4 45
3
0
1
2
3
4
5
6
7
9
10
Airtel Vodafo e Idea Tata elia ce t ers
4] Out of score of 10 rate of network coverage of thefollowing operators ?
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YES
82%
O
%
Ca 't Say
3%
5] Is your operator introduces promotional Offers / Schemesfrequently ?
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6] Which operator would you prefer ?
51%
20%
10%
5%
10%
4%
0% 10% 20% 30% 40% 50% 60%
Airtel
Vodafo e
Idea
Tata
elia ce
t ers
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7] Do you give preference to advertisement while choosingyour operator ?
YES
40%
N
25%
Ca 't Say35%
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8] Out of score of 10, how much score do you give tocustomer care support of your operator ?
8
7
6
5
6
2
0
1
2
3
4
5
6
7
8
9
Airtel Vodafo e Idea Tata elia ce t ers
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SWOT ANALYSIS
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AIRTEL
Strengths
More then 100 million subscribers
Other stakeholders in Bharti Airtel include Sony-
Ericsson, Nokia - and Sing Tel, with whom they hold a
strategic alliance.Network Coverage
Weakness
Continuous failure to establish itself in global market.
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AIRTEL
Opportunities
Global telecommunications and new technology brands see
Airtel as a key strategic player in the Indian market.
3G SPECTRUM.
Threats
Airtel and Vodafone seem to be having an on/off
relationship.
The quickly changing pace of the globaltelecommunications industry could tempt Airtel to go along
the acquisition trail which may make it vulnerable if the
world goes into recession.
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IDEA
Strengths
Attractive existing footprint
Established position
Strong distribution channel High quality network structure
Weaknesses
Concentration
Losses accumulated by company
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IDEA
Opportunities
- Growth in Indian telecom industry
Threats
- Intense competition
- Alternative technology(3G SPECTRUM)
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VODAFONE
Strengths
Diversified geographical portfolio with strong mobile
telecommunications operations in Europe, the Middle
East, Africa, Asia Pacific and to some extent the US. Network infrastructure.
Leading presence in emerging markets such as India
Advertising and publicity
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VODAFONE
Weaknesses
Little focus on CSR activities
US business not nearly as strong as European/rest of the
world operations
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VODAFONE
Opportunities
Improve accessibility to wide range of customers
To overtake airtel in india
Threats
Highly competitive market
Still lags behind major competitors in the US
Lack of customer base in rural market.
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