Bharti Airtel

Kriti Bhalla Prerna Suri Khushboo Baheti Vikas Mishra Rahul Shokeen Rohit Shukla

BRAND EVOLUTION
Sunil
Bharti Mittal (born 23 October 1957) is an Indian telecom mogul, philanthropist and the founder, chairman and Group CEO of Bharti Enterprises. 1983, Germanys Siemens (push button telephone) 1986, Incorporated Bharti Telecom Ltd

1990, Countrys first fax machine and cordless telephones

1995, Mittal incorporated the cellular operations as Bharti TeleVentures and launched services in Delhi
2003, the cellular phone operations were rebranded under the single Airtel brand

Bharti Airtel An integrated Telco

Airtel Mobile services Airtel Telemedia services Airtel Enterprise Services Airtel Digital TV services Airtel money

BRAND PERSONALITY
Airtel is perceived with the following personality characteristics
Sincerity

Honesty
Lifestyle Excitement Spirited Imaginative Intelligent Successful Upper class

SWOT Analysis
Strength 1.Largest cellular service provider in India, with over 164.61 million subscribers at the end of April 2011 2.3th Largest Telecom operator in the world with 207.8 million subscribers across 22 countries at the end of 2012 3.Only Indian operator, with VSNL, that has an international submarine cable 4.High brand visibility 5.Strong advertising with celebrity brand ambassadors 1.Price competition from vodafone , spice & reliance etc. 2.Untapped Rural Market

Weakness

Opportunity

1.Fast expanding cellular market 2.Untapped rural market

Threat

1.New entrant's low price offering 2.Mobile Number Portability

STP Analysis
Segment
Elite class of people; Corporate

Target Group
Elite class above 25 years age; YUPS(Young Upward Professionals) Positioning Aspirational and lifestyle brand; Premium category

Brand Identity of Airtel

Telemedia services
Enterprise Services Digital TV services

Airtel as organization
Hardworking , fun ,indigenous and genuine

Airtel money

Brand Identity of Airtel

Airtel as Person
Sincere , Honest , intelligent , imaginative , successful and upper class

Airtel logo
Young , dynamic and warm

Positioning of Airtel

Airtel is positioned as an aspirational and lifestyle brand, in a way that trivalised price in the mind of the consumer. It was pitched not merely as a mobile service, but as something that gave him a badge value.

- Hemant Sachdeva

POSITIONING
Power to keep in touch
Year 1995 -98 In control POWERFUL Premium category

Perception of aspirational and lifestyle brand

REPOSITIONING

Touch Tomorrow
Year 1999 -2001 Brand that improved the quality of life. Core values Leadership, Performance and Dynamism

FURTHER REPOSITIONING

Live Every Moment

FURTHER REPOSITIONING

Express Yourself
Year 2003 -2008
Ownership of the entire space of communication and strengthening the emotional bond Airtel enjoys with its customer.

Perceptual Mapping
High Connectivity

Airtel

Vodafone
Spice Idea
Low on esteem

High on esteem

TATA BSNL

Reliance

MTNL

Low Connectivity

Old Logo
Old Logo Flag Logo

Air in Black and Tel in White

It is conveyed as strong , contemporary and

Brand Revitalization
The unique symbol is an interpretation of the a in airtel.

The curved shape & the gentle highlights on the red color make it warm & inviting, almost as if it were a living object. The logo represents a dynamic force of unparalleled energy . The unboxed having been freed of its rigid boundaries. The color "Red is part of Indian heritage. it is the color of energy & passion that expresses the dynamism that has made Airtel the success it is today, in India, and now on the global stage

BRAND ARCHETYPES
These are the two archetypes we can associate Airtel as a brand with
Airtel Magician ( affect transformation) Jester (Have a good time)

VODAFONE
Subscribers- 141,519,840

Market Revenue- 46.417 billion

Market share-22.6%

Employee- 83900(overall)

IDEA
Subscribers- 99,441,714

Market revenue-15,389 Crore

Market share 16.09%

Employees-6481

RELIANCE
Subscribers-more than 20 million

Market revenue- 11,110 Crore

Market share-16.7%

Employee-28065

Airtel/Vodafone

POINTS OF PARITY: Both the brands have the same pricing strategies and market segmentation POINTS OF DIFFERENCE: Target customers of Vodafone are middle class people whereas Airtel targets elite and upper class people. Airtel positions itself as a lifestyle brand whereas Vodafone positions itself as a common mans brand.

QUICK FACTS
Airtel has nationwide presence, and is the 6th most valued brand according to an annual survey conducted by Brand Finance and The Economic Times in 2010 In 2004 Airtel announced the launch of Blackberry wireless solutions in india. In 2010 Bharti Airtel announced a re-branding campaign wherein, they would be referred as Airtel, with a new logo.

In 2009 Airtel signed a major deal with Manchester United

 Airtel, also signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season In 2011, Airtel launched wallet service - Airtel Money in the millennium city of Gurgaon In 2011 Airtel introduced Indias first free mobile access to Twitter. Bharti Airtel announced the launch of Airtel Broadband TV.

Co branding
Bharti Airtel has tied up with Infosys as its technology partner for Airtel money Bharti Airtel has appointed Nokia Siemens Networks to supply, manage 4G network in Maharashtra Airtel has signed a pact with Opera Software, to provide its customers with Opera Mini browsers Bharti Airtel and Apple together brought the iPhone 4 to India Hungama ties up with Airtel for incentive scheme i.e to provide gaming facility on the wireless platform.

MARKETING STRATEGIES
People really get inspired by eminent personalities such as film stars, cricketers and make them their role models therefore the company has been making use of them as their brand ambassadors for the worldwide publicity.
There have been various tag lines which the company has adopted such as Magic hai toh Mumkin Hai, Aisi Azaadi aur Kahaaan and the most recent one Har Ek Friend Zaroori Hota Hai. These tag lines helped the company to connect better with the customers. Airtel has devised common numbers for subscribers across the country for services like customer care, food services and cinema to make services simpler for customers using roaming facilities.

So that the customers moving from one place to another need not have to close and then again open new accounts at another place, it has also launched a unified billing system across circles. A storehouse of 40,000 frequently asked questions and their answers have been stored on computers to assist customer care personnel to deal with subscriber queries. Company feels that the prepaid products and services must be given value as it expects that most of its new customer i.e. 60% to 70% of the total new subscriber would come from the prepaid card segment.

Airtel has decided to offer roaming services even to its prepaid customers, but the facility would be limited to the region in which they buy the card to ensure that the customers do not migrate. The company is focusing on making the pre-paid attractive by keeping the cost low and making recharging more convenience as pre-paid cards are really catching up with the mobile phone users.

The Company has tied up with WAITER ON WHEELS a company delivering food at home, to reach its magic pre-paid cards to subscribers doorsteps.

The users can recharge their cards by just making a phone call to grocery shops as it has also joined hands with local grocery shops. Has also launched a special service, Care touch, for high-value, corporate customers, providing them with instant single point access for any assistance they require. They can dial 777 and enjoy a slew of services, which includes easier payment of bills, service in priority basis and value added services without any additional paper work. Airtel presented MTV Inbox the first on-air SMS based interactive music dedication show exclusively for Airtel and Airtel Magic customers. Highly interactive VJ based show with real-time feedback mechanism. Both brands joined hands to target the high growth youth segment.

Company creates brand followers by choosing eminent personalities such Sharukh Khan & Sachin Tendulkar for awareness and sponsoring events such as the Delhi Marathon etc. This is also done through advertisements and promotions.
Airtel has signed a deal to be title sponsor the inaugural Formula One Indian Grand Prix during the 2011 season.

BHARTI A GROWTH JOURNEY

GLOBAL BRANDING

Bangladesh

Chad

Burkina Faso

Democratic republic of congo

Gabon
Malawi Republican of congo Sri Lanka Jersey and guernsey

Ghana
Madagascar Rwanda Tanzania

India
Niger Seychelles Zambia

Kenya
Nigeria Sierra Lione Uaganda

To make Airtel brand global Bharti Airtel joined hands with Manchester United for a five year exclusive agreement This partnership is intended to delight Airtel customers across India, Sri Lanka and Seychelles by offering them a variety of benefits A once in a lifetime opportunity for Airtels guests to travel with the Manchester United first team during their way to UEFA Champions League matches and also to watch matches at Old Trafford.

When all the new assets are launched, Bharti-Airtels global network will span some 200,000 kilometres and be accessible in 50 countries. At the same time, the operator is building out 17 POPs around the world, including coverage in Asia Pac, the US, Europe and Middle East, which will serve as network access nodes for a range of network services, including Ethernet, video transmission services, IP and MPLS services. Bharti Airtel has appointed JWT's Bharat Bambawale as global brand director

FUTURE PROSPECTS
Bharti Airtel is the first company in India to offer high-speed Internet services using fourth-generation (4G) telecommunications technology. Bharti Airtel through its wholly owned subsidiary Airtel M commerce services ltd (AMSL) has launched Indias first mobile wallet service Airtel Money. Its available across 300 key cities in India. It has planned to expand its operations overseas to have a more wider presence.

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