SyedAli SyedAli Ashley Ashley Daniel Daniel Ancy R. Shajahan Ancy R.

Shajahan ReenuReenu Tresa Tresa AjithPremachandran AjithPremachandran Arjun Raj Raj Arjun

About AirTel
Bharti Airtel Limited commonly known as Airtel, is an Indian telecommunications company that operates in 20 countries across South Asia, Africa and the Channel Islands It operates a GSM network in all countries, providing 2G or 3G services depending upon the country of operation Airtel is the fifth largest telecom operator in the world with about 230.8 million subscribers across 19 countries at the end of June 2011 Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony in India, and is also a provider of broadband and subscription television services It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance

Brief History
Sunil Bharti Mittal founded the Bharti Group In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh

History(Cont..)
In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta In 2004, Bharti acquired control of Hexacom and entered Rajasthan Today, Airtel is the largest cellular service provider in India and fifth largest in the world

Worldwide Presence

Strategic Business Units

Wireless Services 2G/3G Rural Market Enterprise Services Carrier Corporate

Telemedia Services Fixed Line Broadband DTH IPTV

Passive Infrastructure Bharti Infratel Indus Tower

Initial Branding
High tariff rates Cellular players had to impose high call charges on their customers Initial tag lines. Airtel celebrates the spirit of leadership The first choice of the corporate leaders Targeted the elite, up market professionals and entrepreneurs as customers.

Initial Branding( Cont)

Airtel was positioned as an aspirational and lifestyle brand. Pitched not merely as a mobile service, but as something that gave consumer a badge value. Sponsored games like Golf. Brand should always connect leadership in Network Innovations Offerings Services

Leadership to touch tomorrow Replacement of license fees with revenue scheme

Cellular operators could drop their prices

Target new segments

 Bharti AirTel decide to humanize the brand AirTel to gain competitive advantage.

Aimed at strengthening its relationship with its customers

and make the brand softer to cater a wide variety of people across the society. Airtel started talking to new segments by positively positioning and establishing itself as a brand ( ie.) leadership, performance and dynamism. Special features like music downloads, SMS, GPRS was introduced at affordable prices.

LIVE EVERY MOMENT

Touch tomorrow to LIVE EVERY MOMENT

It incorporates two solid ,red rectangular forms whose counter-form creates an open doorway The title case lettering with its capital A reinforces our leadership position The red dot implies focus on innovation.

 In 2002, Airtel signed on music composer A R Rahman and changed its tune to Live every

moments. Rahmans signature tune for Airtel is

perhaps, the most downloaded ringtone in india

Launched to capture the imagination of the

customer

Tagline which catches some emotional appeal

Express yourself
Youth icons like SRK and Sachin were brought in

as brand ambassadors to attract youngsters

Advertisement in regional language with emotional touch Strengthen the emotional bond Airtel enjoys with its customers Incoming calls free Promotion of VAS

 AirTel Live A multi access entertainment portal on the mobile with the most comprehensive content in the spheres of movies, music, sports and mobile game. AirTel Music on Demand signifies that the customer can listen to the music of their choice, anywhere.

Brand Ambassadors

Rebranding
Airtel rebranded itself in India in the first phase of a global rebranding strategy. The company unveiled a new logo with airtel written in lower case. Designed by London-based brand agency, Brand Union, the new logo is the letter 'a' in lowercase, with airtel written in lowercase under the logo

MARKET SEGMENT STRATEGY

Started focusing on the youth, women and senior citizens. "Friendz" pre-paid connection would attract those between 15-19 years of age. Ladies Special" plan gave attractive offers to the Indian women. Seniors plan subscribers got discount on one STD number and one local Airtel number along with special discounts on post paid connections

Perpetual Mapping

Popularizing the Brand

Co-Branding

Umbrella Branding