Integrated Marketing Communications of Airtel

1. INTEGRATED MARKETING
COMMUNICATIONS OF
AIRTEL

2. 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,

3. • 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

4. 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-

5. 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.

6. 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

7. 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

8. 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.

9. 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

10. 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.

11. 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)

13. 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

15. 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-

16. 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 systems
2. Operating margin, Net profit
margin is decreasing year on
year basis.
3. Downgrade of stocks
4. Decreasing ARPU (Average
revenue per user)
Opportunities
New subscribers through MNP
Opportunities in rural India,
Africa, South East Asia
Indian Cellular market is the
fastest growing market in the
world
Possibility of Acquisitions
Threats
Uncertain regulatory environment
Mobile number portability can
result in decrease in customer
base.
Competition from big players in
DTH and other products.

17. 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.