INTEGRATED MARKETING COMMUNICATIONS OF

AIRTEL

INTRODUCTION OF TELECOM SECTOR

• INDIA’S TELECOMMUNICATION NETWORK - THE 3RD LARGEST IN THE WORLD ON THE

BASIS OF ITS CUSTOMER BASE

• ONE OF THE LOWEST TARIFFS IN THE WORLD

• MAJOR SECTORS -TELEPHONY, INTERNET & BROADCASTING.

• 2ND LARGEST TELECOM NETWORK IN THE WORLD (933 MILLION BY THE END OF

FY14)

• 3RD -HIGHEST IN TERMS OF TOTAL INTERNET USERS IN 2013 (164.81 MILLION

INTERNET SUBSCRIPTIONS)

• INDIAN TELECOM SECTOR’S REVENUE GREW 13.4 PER CENT TO USD 64.1 BILLION

IN FY12

• THE WIRELESS SEGMENT (96.9 PER CENT OF TOTAL TELEPHONE SUBSCRIPTIONS)

DOMINATES THE MARKET

• URBAN REGIONS ACCOUNT FOR 59.5 PER CENT OF TELECOM SUBSCRIPTIONS,

• BHARTI AIRTEL IS THE MARKET LEADER, WITH A 22.7 % SHARE OF TOTAL

SUBSCRIPTION, FOLLOWED BY VODAFONE (18.4 % SHARE)

• THE TOP FIVE PLAYERS – BHARTI AIRTEL, VODAFONE, IDEA, RELIANCE,

AND BSNL – ACCOUNT FOR OVER 79 PER CENT OF THE TOTAL

SUBSCRIBERS

ABOUT AIRTEL

• BHARTI AIRTEL LTD., COMMONLY KNOWN AS AIRTEL, WAS INCORPORATED ON THE 7TH OF

JULY, 1995 AS BHARTI TELE-VENTURES LIMITED.

• RENAMED AS BHARTI AIRTEL LIMITED IN 2006.

• LARGEST CELLULAR SERVICE PROVIDER IN INDIA, WITH 200 MILLION SUBSCRIBERS AS OF 9TH

AUGUST 2012.

• SERVES IN ALL 23 LICENSED TELECOM-CIRCLES COVERING 420,000 TOWNS/VILLAGES WITH

15 SUBSIDIARY COMPANIES & OPERATES IN MORE THAN 20 COUNTRIES ACROSS SOUTH ASIA

AND AFRICA

• PRODUCT OFFERINGS INCLUDE 2G, 3G AND 4G SERVICES, FIXED LINE, HIGH SPEED

BROADBAND THROUGH DSL, IPTV, DTH, ENTERPRISE SERVICES INCLUDING NATIONAL &

INTERNATIONAL LONG DISTANCE SERVICES TO CARRIERS.

• INDIA’S MOST INNOVATIVE COMPANY BY WALL STREET JOURNAL

OWNERSHIP-

• BHARTI GROUP (43.6 PER CENT), PASTEL LTD (14.8 PER CENT), INDIAN CONTINENT

TIMELINE OF AIRTEL

• 1995- BHARTI CELLULAR LAUNCHED CELLULAR SERVICES AS "AIRTEL" IN DELHI.

• 2004- THE LAUNCH OF A BLACKBERRY WIRELESS SOLUTION IN INDIA. (TIE-UP BETWEEN

BHARTI TELE-VENTURES LIMITED AND RESEARCH IN MOTION(RIM).

• 2009 : AIRTEL & MTN

• 2010 : AIRTEL & ZAIN (2ND BIGGEST OVERSEAS ACQUISITION AFTER TATA CORUS.)

JOINT VENTURE- AIRTEL-ERICSSON

MANAGE AND OPTIMIZE - AIRTEL’S MOBILE NETWORKS IN AFRICA.

MODERNIZE AND UPGRADE - AIRTEL’S MOBILE NETWORKS IN AFRICA WITH THE LATEST

TECHNOLOGY INCLUDING ITS MULTI STANDARD RBS 6000 BASE STATION.

ADVERTISING

• ADVERTISING IN THE PRIME TIMES, SUCH AS IN NEWS HOURS, POPULAR TELE DRAMAS

THROUGH TV

• RADIO ADVERTISEMENTS BETWEEN MUSICAL PROGRAMS CAN BE EFFECTIVE.

• NEWSPAPERS, MAGAZINES, BILLBOARDS, BROCHURES

WORD OF MOUTH-

• OFFER LOWEST-VALUE PACKAGES FOR A LIMITED AMOUNT.

• OPTIONS SELECTION BETWEEN MONETARY INCENTIVES/PRODUCT PROMOTION

PACKAGES WILL BE GIVEN.

• PREFERENCES TO SELECT BEST SHOPS FOR THEIR NETWORK

PUBLIC RELATIONS-

• PROGRAMS DESIGNED TO PROMOTE AND PROTECT A COMPANY’S IMAGE AND

SALES PROMOTION-

• OVER 800 AIRTEL STORES ACROSS INDIA

• NEW MOBILE PHONE THAT IS BROUGHT IN THE MOBILE STORE, AN AIRTEL GSM

IS GIFTED FOR FREE

• TIED UP WITH LUFTHANSA TO OFFER ITS CUSTOMERS BONUS MILES ON GERMAN

AIRLINES

TARGET AUDIENCE-

• PREPAID CONNECTIONS: COLLEGE STUDENTS

• POST PAID CONNECTION: WORKING PEOPLE

TAGLINES

1995- POWER TO KEEP IN TOUCH-

• MAKE THE USER FEEL ‘IN CONTROL AND POWERFUL’.

• POSITIONED IN PREMIUM CATEGORY AIMED AT ELITE CLASS OF SOCIETY.

1999- TOUCH TOMORROW-

• INDICATED CORE VALUES OF THE BRAND I.E LEADERSHIP, PERFORMANCE AND DYNAMISM.

• THE TARGET WAS A NEW CLASS OF CONSUMER, WHO COULD NOW AFFORD A CELLPHONE

GIVE THE LOWER CALL RATES

• 2002- LIVE EVERY MOMENT-

• ROPED IN A.R. RAHMAN TO COME UP WITH BRAND’S SIGNATURE (JINGLE)

• DENOTES THAT EACH AND EVERY PERSON IN INDIA LIVE EVERY MOMENT (EMOTIONS,

FEELINGS ETC) WITH AIRTEL

2003- EXPRESS YOURSELF-

• STRENGTHENING THE EMOTIONAL BOND AIRTEL SHARE WITH ITS CUSTOMERS.

LOGO

• THE CURVED SHAPE & THE GENTLE HIGHLIGHTS ON THE RED COLOR MAKE IT WARM &

INVITING

• IT REPRESENTS A DYNAMIC FORCE OF UNPARALLELED ENERGY THAT BRINGS THE

COMPANY AND ITS CUSTOMERS CLOSER.

• IT IS MODERN, VIBRANT & FRIENDLY.

• THE USE OF ALL LOWERCASE IS OUR RECOGNITION FOR THE NEED FOR HUMANITY.

• RED IS PART OF AIRTEL HERITAGE.

• IT IS THE COLOR OF ENERGY & PASSION THAT EXPRESSES THE DYNAMISM THAT HAS

MADE AIRTEL A SUCCESS ON THE GLOBAL STAGE

SPONSORSHIPS

• MAY 2009 - MANCHESTER UNITED : RIGHTS TO BROADCAST THE MATCHES PLAYED BY

THE TEAM TO ITS CUSTOMERS.

• 5-YEAR DEAL - ESPN STAR SPORTS - THE TITLE SPONSOR OF THE CHAMPIONS LEAGUE

TWENTY20 CRICKET TOURNAMENT .

• AIRTEL TITLE SPONSOR THE INAUGURAL FORMULA ONE INDIAN GRAND PRIX DURING

THE 2011 SEASON.

ADVERTISEMENTS

• AIRTEL INCORPORATED UMBRELLA BRANDING STRATEGY, A MARKETING

PRACTICE THAT INVOLVES SELLING MANY RELATED PRODUCTS UNDER A SINGLE

BRAND NAME.

(HTTPS://WWW.YOUTUBE.COM/WATCH?V=SUAE2LZIMQI)

CAMPAIGNS

JO TERA HAI WO MERA HAI – AIRTEL INTERNET

(HTTPS://WWW.YOUTUBE.COM/WATCH?V=JMYOWHWREGQ)

• RELATION, HAPPINESS, YOUNGSTERS, MASTI, COOL FACTOR, MEMORABLE

MOMENTS IN FRIENDS.

HAR EK FRIEND ZAROORI HOTA HAI-

• TALKS ABOUT HOW EVERY FRIEND SERVES A SPECIAL PURPOSE, SIMILAR TO

DIFFERENT AIRTEL SERVICES

AIRTEL VS COMPETITORS

VODAFONE-

• UNLIKE AIRTEL, VODAFONE HAS BEEN SEGMENTING IT’S TARGET GROUPS BASED ON

SERVICES RATHER THAN AGE GROUP (ZOO ZOO ADS, GAME ADS)

• VODAFONE ALSO FOCUSES ON HUMAN RELATIONS LIKE AIRTEL TO LURE IN THE

CUSTOMERS BUT TARGETS PEOPLE FROM ALL AGE GROUP (VODAFONE’S “HAPPY TO

HELP” AD)

IDEA-

• IDEA ADS HAVE LARGELY BEEN FOCUSING ON THE 3G SERVICE WHICH HAS MADE IT’S

ADS MONOTONOUS

RELIANCE-

• RELIANCE ADS HAVE A TOUCH OF SIMPLICITY WHERE THEY EXPLICITLY FOCUS ON

SERVICES PROVIDED

DOCOMO-

• DOCOMO ADS HAVE BEEN SERVICE AND CUSTOMER ORIENTED WITH A PINCH OF

SWOT

Strengths

1. Largest Telecom company

2. Strategic Alliances with players like

Ericsson, Nokia, Huawei

3. Market Leader with Pan- India

services

4. High Brand recognition & Awareness

5. Quality Service and Customer care

Weaknesses

1. Outsourcing of Core systems2. Operating margin, Net profit

margin is decreasing year onyear basis.

3. Downgrade of stocks4. Decreasing ARPU (Average

revenue per user)

Opportunities

New subscribers through MNPOpportunities in rural India,Africa, South East AsiaIndian Cellular market is thefastest growing market in theworldPossibility of Acquisitions

Threats

Uncertain regulatory environmentMobile number portability canresult in decrease in customerbase.Competition from big players inDTH and other products.

FUTURE OUTLOOK

• DEPENDS ON THE FOLLOWING ASPECTS:-

1) THE ENTRY OF NEW PLAYERS WOULD POSE A CHALLENGE TO AIRTEL’S ABILITY

TO SUSTAIN A FIERCE COMPETITIVE ENVIRONMENT.

2) SUCCESS ON THE 3G SERVICES FRONT.

3) OVERSEAS EXPANSION

4) ASSISTANCE IN THE FORM OF DIVERSIFICATION INTO NEW BUSINESSES UNDER THE

BHARTI GROUP.

• NEW STRATEGIES AND INNOVATIONS, ACQUISITIONS, PENETRATION INTO

INTERNATIONAL MARKETS BETTER SCHEMES FOR CUSTOMERS SHOULD ENSURE

THAT AIRTEL KEEPS ITS NOSE ABOVE ITS STRONG COMPETITION.