2. BRAND POSITIONING
AND
BRAND PERCEPTION

3. BRAND POSITIONING
BRAND POSITIONING Measures
1 2
Sy 7
Po m
Perceptual Mapping
si bo
BRAND POSITIONING Measures
4
tio lic
Statistical Techniques
ns
SURVEYS
Experiential Positions
Functional
120 85 Positions 450
BRAND POSITIONING

4. COMPANY PROFILE
• Initially as Bharti Tele-Ventures in 1995
• Later changed to Bharti Airtel limited in
2006
• Bharti Airtel has nearly 29 million total
customers
• broadband & telephone services in 94
cities.

5. MARKETING STRATEGIES
• PRICING STRATEGIES
• NEW SERVICE OFFERINGS
• VALUE ADDITIONS

7. AIRTEL BRAND POSITIONING
• Creating a Winning Brand Promise
• Capture the mind. Win the day.
• Choosing your words carefully-
EXPRESS YOURSELF
• Brand Positioning Workshop

8. GROWTH OF TELECOM
COMPANIES

9. RESEARCH OBJECTIVE
• Study the brand positioning and perception of
Airtel.
• Comparative analysis with other company.
• Strategies adopted for it.
• Factors influencing the customer to stick with
their network.
• Features needed every customer.
• Efficiency in providing after sales services.
• Factors in increasing sales.

10. RESEARCH METHODOLOGY
1. Research Instrument.
3. Data Collection
• Primary Data
• Secondary Data
5. Sampling Techniques

11. LIMITATIONS
1. Sample Size
3. Limited Area
5. Non Co-operative
7. Errors

12. ANALYSIS
AND
INTERPRETATION

13. CONNECTIONS USED BY PEOPLE
2%
16%
32%
12%
14%
24%
AIRTEL VODAFONE IDEA
TATA RELIANCE OTHERS

14. BASIS FOR CHOOSING OPERATOR
1% 15%
10%
4%
70%
ECONOMICAL PROMOTIONAL
VALIDITY OPTIONS NETWORK COVERAGE
OTHERS

15. Do you give preference to advertisement for
choosing your operator?
40
35
30
25
NO. OF
20
PEOPLE
15 Series1
10
5
0
YES NO CAN'T
SAY

16. What do you think about the Airtel’s
advertisements?
7%3%
25%
65%
excellent good average poor

17. Which operator would you prefer
(except yours)?
OPERATORS
E S
C R
0
N E
IA H
10
L T
E O
A
5
T
Series1
A
R
10
A
ID T
E
NE
20
O
F
L
A
55
E
D
T
O
IR
V
0 20 40 60
A
NO. OF PEOPLE

18. RESEARCH FINDINGS
• Airtel enjoys high market share
• Hidden cost and confusing plans
• Network Connectivity
• Attractive Advertisements
• Major competition with Vodafone
• Good market image

19. CONCLUSION
• AirTel has the most recognizable brand in
the Indian operator space, with 30.8% of
our respondents .
• Of respondents, 27.4% identified AirTel
with “cool”, 26% with “creative”, and 22%
with “technically advanced”. Only 8.6% of
respondents identified AirTel with “cheap”.
• It has increased its market share from
20.5% to 21.5% of the market.

20. RECOMMENDATIONS
• Improve Server down problem
• Image building
• Apply more Promotion tactics
• Focus on Customer satisfaction
• Availability of vouchers
• Eye on LBA’s

21. THANK YOU