Positioning (And Repositioning) of..

EXPRESS YOURSELF

History of Cellular Telephony in India

1992 Telecommunication sector in India liberalized to bridge the gap through government spending

1993
1994

The telecom industry gets an annual foreign investment Rs 20.6 million

License for providing cellular mobile services granted by the government of India for the Metropolitan cites of Delhi, Mumbai, Kolkata & Chennai. Cellular mobile service to be duopoly

1995 1997 1998

1999

19 more telecom circles get mobile licenses Telecom Regulatory Authority of India is set up Annual foreign investment in telecom stands at Rs 17,756.4 million
National Telecom Policy is announced, Tariff rebalancing exercise gets initiated, FDI inflow into telecom sector falls by almost 90% to Rs. 2126.7 million Amendment of TRAI Act. &FDI inflow drops further down to Rs 918 million coming

2000

A tree is known by its fruit.

VODAFONE RELIANCE

OTHER(IDEA,TATA AIRTEL

10% 25%

20%

DOCOMO,AIRCEL etc)

45%

Market Share Distribution

Company profile
1 2 3n
In 1985,he entered the telecom business by establishing Bharti Telecom Lmtd that manufactured telephonic equipment.

Starting work with Siemens AG (Germany) & Takacom Corporation (Japan) . The flagship services of the Bharti group included Airtel (cellular), Mantra (Internet Services) and Beetel (telephone instruments) It is the largest cellular telecom company in the country reaching over 600 mln people in 16 (out of 29) states of India. Company posted revenues of Rs 8.48 billion & a net loss of Rs 1 billion in the financial year 2000-01 Bharti invested heavily in the acquisitions and alliances , As a part of this, Bharti acquired JT Mobile (Andhra Pradesh and Karnataka), SkyCell (Chennai) and Spice Cell (Kolkata).

Question
Examine the circumstances in which Bharti and trace the brands initial days in the backdrop of the emerging cellular telephony market in India. In the light of the Leadership campaign, analyze why Airtel and other cell phone brands were seen as premium-end offering.

Answer
Airtel was launched as a postpaid cellular service in delhi in 1995 The company redinfed cellular service innovative marketing strategies, continuous technological up-gradations and efficient customer services. Airtel brand set many benchmark for indian cellular industry(First operator to setup cellular showroom)

Segmentation of AIRTEL

On the basis of Geography

Divided Indian market in telecom circles.

Subdivided States into category A, B and C

Stepwise segmentation

A good beginning is half of the battle..

Middle age
Earlier elite class above age group of 25 years.

Home-maker
Targeted women and senior citizens by introducing post paid plans.

TARGET
Corporate
Corporate people and business men.

Young generation
Again targeted youth by introducing YOUTOPIA plan.

Strategy of Targeting(example)

Ogilvy On Advertising written by David Ogilvy

perfect portfolio of psychology

emotions
product benefit

Positioning
Perception of aspirational and lifestyle brand. Always maintain leadership - be it in network, innovations, offerings or services Positioned in premium category aimed at elite class of society

power to keep in touch

Repositioning
Before After

Tagline

Touch tomorrow.
Positioned in premium category aimed at elite class of society.

Live Every Moment

Started to capturing mass market

Focus

Reason for repositioning

Airtel also shifted its focus from SEC A audiences to SEC B audiences

Why repositioning
Emotional love

customers to derive all benefits of cellular telephony

convey a warm and informal style

'kept close to the heart.'

Brand endorsement

Brand essence of

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Looking forward.

Airtel was named the 'Best Cellular Service' in the country

1.won the 'Techies' award4 for four consecutive years (1997-2000) 2.'Tango' in 2001..

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What next?