AirtelRetail Advertising Monitoring

and Maintenance

Brief

Monitor and maintain the Airtel advertising presence at the retail level

Keep Bharti continually updated on market developments

Monitor competitive activity and take action to counter any competitive market initiative

Strategy

To assess the advertising presence of the Airtel brand at retail level

To update this assessment on a daily basis

Cultivate close relationships with key retailers - create “Airtel Oasis”

Implement retail level promotions if required

Make Airtel the No.1 cellular brand in terms of retail visibility

Retail Promotions Retail Scheme Where we can introduce a Dealer Scheme

where a Dealer will be selected on Airtel Display & IMPROVEMENT in Sales for a particular period where he gets a personal meeting with any of the Airtel Brand Ambassadors namely Sachin Tendulkar or Shah Rukh Khan personally visiting his shop and giving a autograph to him.

A whole Exclusive Branding of Airtel on the Shop will be undertaken with a clause where the electricity bills will be paid by Bharti per Month .

Glowsign Boxes @ Rs 150 Per Sq feet or Wall Paintings will be done on a 4Rs Sq feet Basis on Lanes where High Pedestrial Movements are there.

Staffing

Recruit a team of Advertising Supervisors monitored by a City-in-Charge

Number of AS’s required would be dependant on the number of retail outlets to be monitored

Each AS can cover 50 outlets a day

Advertising Supervisor

To cover a specific retail route on a daily basis

Collect data on fixed parameters on a printed Daily Activity Report format

Put up, maintain and replace Airtel advertising signage

DAR’s to be handed over to the City-In-Charge at the end of each day

Each AS will work a different specified route each day

City-In-Charge

To co-ordinate the activities of the AS’s

To upload each days data, every evening, to the Advertising Management Information System website (AMIS)

File DAR hard copies as data back-up

To develop a close relationship with strategic outlets - “Airtel Oasis”

Crisis management

To double as the S&V dedicated Airtel resource for Outdoor

Advertising ManagementInformation System (AMIS)

A password protected web-site running MS-SQL 2000™ (Microsoft - Sequential Query Language)

Each CIC will upload DAR’s daily

Bharti will have access to a front end interface

Databases will be strictly confidential and Bharti’s property

Mirror Server back-up twice daily

Role of Serve & Volley

Will handle this activity on a turn-key basis

Will need a 1 month lead time to launch

Will hold monthly conferences with all staff in each circle

Would like to be evaluated against Bharti decided performance yardsticks