Segmentation, Targeting and Positioning of

STP Overview

Segmentation
Geographical Variables:
Region wise ( Telecom Circles ) *
Metro Circles : Cities of Delhi, Mumbai, Kolkata A Circles : Andhra Pradesh, Gujarat, Karnataka, Tamil Nadu, Maharashtra B Circles : Haryana, Kerala, Madhya Pradesh, West Bengal, UP (East), UP(West). C Circles : Assam, Bihar, Himachal Pradesh, Northeast, Orissa.

* As per Indian Department of Telecommunications Report, 2007.

Segmentation
Density of area : *
Urban (Cities Such As Mumbai, Delhi, Kolkata, Chennai etc.) Rural (Baramati, Khed, Saswad etc.)

* As per Indian Department of Telecommunications Report, 2012 .

Segmentation
Demographic Variables:
Age and lifecycle:
From age group 15 to 24 25 and above Senior citizens

Gender Generation Income

Prepaid Postpaid

Segmentation
Psychographic segmentation
Lifestyle Personality

Behavioral segmentation
Brand loyalty Occasions Benefits Usage Rate

Targeting

Launched In 1995

Affluent and Elite Working Professionals High income group consumers

Targeting

1999 - 2004

Increasing middle class Brand of Masses

Targeting

2004 2010
Youth - Individuality Emotional Attachment with the Customers

Targeting

2010 Onwards Growing college going students segment Increased youth involvement Customer retention

Positioning
It is the act of communicating companys offer so that it occupies a distinct and valued place in the customers mind Lifestyle Positioning-Airtel Positioning based on use or application -Tangible & Intangible Benefits -mCheck, Airtel Live, music on demand -KBC and Indian Idol -Ad campaigns

Positioning
Tangible & Intangible Benefits
Airtel money Airtel voice blog Learn Next Alliances with -Ericsson, Nokia Seimens -Nokia Ovi Life Tools -Radiomirchi MobileMirchi -Britannica Encyclopedia Britannicaonline

Transition in Positioning

1995 - 2002

2002 - 2010

2010 - Present

Power to Keep in touch from 1995 1999 In 1999 it became brand of masses as it moved on to national arena Touch tomorrow (1999) signified the capture of new customers i.e the middle class

Live Every Moment (2002) A.R. Rahman composed the jingle Express yourself (2003) tried to show the emotional attachment It also tried to show the clearer picture of the brand.

Dil Jo Chahe Paas Layae (2010) this is to signify it would deliver values to customer that they desire anywhere. Har ek friend zaroori hota hei campaign encouraged the youth to connect with everyone.

Thank you !