AIR TEL PPT

					BRAND POSITIONING AND BRAND PERCEPTION

BRAND POSITIONING
BRAND POSITIONING Measures

1

2

7

Perceptual Mapping

BRAND POSITIONING Measures

Statistical Techniques

SURVEYS

Experiential Positions Functional Positions

120

85

450

BRAND POSITIONING

COMPANY PROFILE
• Initially as Bharti Tele-Ventures in 1995 • Later changed to Bharti Airtel limited in 2006 • Bharti Airtel has nearly 29 million total customers • broadband & telephone services in 94 cities.

MARKETING STRATEGIES
• PRICING STRATEGIES • NEW SERVICE OFFERINGS • VALUE ADDITIONS

AIRTEL BRAND POSITIONING
• Creating a Winning Brand Promise • Capture the mind. Win the day. • Choosing your words carefullyEXPRESS YOURSELF • Brand Positioning Workshop

GROWTH OF TELECOM COMPANIES

RESEARCH OBJECTIVE
• Study the brand positioning and perception of Airtel. • Comparative analysis with other company. • Strategies adopted for it. • Factors influencing the customer to stick with their network. • Features needed every customer. • Efficiency in providing after sales services. • Factors in increasing sales.

RESEARCH METHODOLOGY
1. Research Instrument. 2. Data Collection
• • Primary Data Secondary Data

3. Sampling Techniques

LIMITATIONS
1. Sample Size 2. Limited Area 3. Non Co-operative 4. Errors

ANALYSIS AND INTERPRETATION

CONNECTIONS USED BY PEOPLE
16% 2% 32% 12%

14% 24%

AIRTEL TATA

VODAFONE RELIANCE

IDEA OTHERS

BASIS FOR CHOOSING OPERATOR

1%

15% 10% 4%

70%

ECONOMICAL VALIDITY OPTIONS OTHERS

PROMOTIONAL NETWORK COVERAGE

Do you give preference to advertisement for choosing your operator?
40 35 30 25 NO. OF 20 PEOPLE 15 10 5 0 YES NO CAN'T SAY

Series1

What do you think about the Airtel’s advertisements?
3% 7% 25% 65%

excellent

good

average

poor

Which operator would you prefer (except yours)?
0

LI OT T AN HE A T C R A E S

OPERATORS

10 5 Series1 10 20 55 0 20 40 60

O D A AF IR O I T N DE E E A L

V

R E

NO. OF PEOPLE

RESEARCH FINDINGS
• Airtel enjoys high market share • Hidden cost and confusing plans • Network Connectivity • Attractive Advertisements
• Major competition with Vodafone

• Good market image

CONCLUSION
• AirTel has the most recognizable brand in the Indian operator space, with 30.8% of our respondents . • Of respondents, 27.4% identified AirTel with “cool”, 26% with “creative”, and 22% with “technically advanced”. Only 8.6% of respondents identified AirTel with “cheap”. • It has increased its market share from 20.5% to 21.5% of the market.

RECOMMENDATIONS
• Improve Server down problem
• Image building • Apply more Promotion tactics • Focus on Customer satisfaction

• Availability of vouchers • Eye on LBA’s

THANK YOU


				
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Description: Bharti Airtel, PESENTATION AND ITS STRATEGIES,,,,,,,,,,,,,,,