A Study on Advertising Activities of Bharti Airtel, Hyderabad.

Internal Mentor:Ajay Mehta.

Presented By:Madhu Babu Bhogadi

Objectives of the study

• To know the advertising Effectiveness of Airtel Cellular service.

• To find out the awareness level of customers about Airtel promotional activities.

• To know the influencing factors of Airtel.

Bharti Airtel

• Initially as Bharti Tele-Ventures in 1995.

• Later changed to Bharti Airtel limited in 2006. • Bharti Airtel has nearly 271.8 million total customers

(183.61 million in India)

• Broadband & telephone services in 20 countries . • Bharti Airtel third largest player in the world.

• The company also has it’s presence in all 23 circles of India.

• Headed by Mr. Sunil Bharti Mittal

Introduction

• Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services.

• It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand.

• Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail, or new media such as websites and text messages.

• The main objecties to be considered for an effective advertising are Target audience Product concept Communication media Advertising message

Brand Slogan’s

• “AISI AZADI AUR KAHAN”, this campaign was launched mainly for the prepaid subscribers.

• “SIGNATURE TUNE”, this tune used for Brand Recall ability.

• “Dil Jo Chahe Paas Laaye”,   this  initiative  was  taken  to  target  the corporate and post-paid subscribers with its new communication.

• “Har Ek Friend Zaroori Hota Hai”, modified to focus on the youth and targeting itself as “The friendship brand”.

• “Jo Mera Hai Who Tera Hai”,  which  complemented  the  earlier  ad, focusing on friendship.

Brand Tagline’s

Power to keep in touch

Touch Tomorrow

Live Every Moment

Express Yourself

Brand Ambassadors 

2002 2003

200620082009

Competitors 

• BSNL

• Vodafone

• Idea

• Tata Reliance

• Docomo

• Aircel

• Uninor

• MTNL

Porter’s 5 Forces 

Threat from Competition

Customer Bargaining Power

Threat of Substitutes

Supplier Bargaining Power

Threat of New 

Entrants

1. Threat from Competitors HIGH

• BSNL, Vodafone, MTNL, Idea, Aircel, Uninor, Docomo, and Reliance.

• Vodafone the main competitor with a 153 million subscribers.  

2. Customer Bargaining powerHIGH

• Attractive Schemes for new connection.

• Availability of all operators everywhere.

• Similar services.

• Low Switching Costs.

3. Supplier’s Bargaining power  LOW

• Long term contracts.

• Depend on few telecom operators.

• Presence of many companies.

• Low software cost due to competition.

4. Threat from Substitutes HIGH

• Diminishing market for Landline and CDMA.

• Increase in broadband market.

• Increase in DTH market.

5. Threat of New Entrants

• Huge License Fees to be paid upfront & High gestation period.

• Low Spectrum Availability & Regulatory Issues.

• Infrastructure Setup Cost – High.

• Rapidly changing technology.

LOW

Findings & Learning's

• 55% of respondents come to know about airtel through advertisements, followed by 34% through friends and 11% through other sources, like parents, colleagues and relatives.

• 46% of respondents are interested in nokia+airtel, 22% like Airtel broadband services, 21% preferred airtel magic and 9% preferred postpaid services.

• 63% of respondents mostly like audio visual in Airtel advertisements followed 19% like print media and 13% like audio.

• 16% of respondents like more talk time and 11% like more validity.73% of respondents like both.

• 46% of the respondents are forced to use schemes provided by airtel, 29% are more attracted by airtel advertisements to use airtel,20% of the people believe that airtel good will,10% like to use because of connectivity.

• First choice of cellular service is airtel that is 40%,15% of people choice Vodafone, 6% use idea, 2% use aircel, 8% use reliance, 3% use tataindicom, 13% use docomo, 10% use bsnl, 1% use uninor and 2% like to use mts.

• 37% of the people say that advertisements are better than their previous cellular service, 19% says connectivity good in airtel than previous one and 44% of people says schemes are more in airtel.

• 49% of respondents are like advertisement through television in telecom service, 27% of the people like newspapers adds, 11% like magazines, 8% like wall printings and 5% like radio.

• Airtel is most concerned about customers, followed by Vodafone, Idea, BSNL, Reliance, Docomo, Tata Indicom, Uninor, Aircel and MTS.

Recommendations

• AIRTEL is successful in grabbing the highest market share in India, but there are still some recommendations from  my study point of view is that AIRTEL have to increase their advertisements through print media.

• AIRTEL not providing more talk time and more validity recharge options. I recommend that they have to provide that type of recharge options.

• People are showing more interest to buy nokia+airtel combination. I suggest

that Airtel have to concentrate on this combination.

• The company is not concentrating on other types of advertising media. Network should be expanding to rural villages.

• The company should conduct road shows so as to get awareness in the public about the product and services.

• First of all company should provide all its dealers and retailers all sort of promotion equipment such as glow sign board, banner, palm-plates etc. in time so that they increase their sales which is benefited both retailer as well as company.

• Number of hoarding should be increased.

• To increase the consumer as on network, company should make change in its FRC plan for example the talk value should be divided in two parts. 50% of talk value should provide at the time of activation and rest T.T. provide after gap of some days.

• Company should give extra return and other bonus, gifts to its retailers so they put their full efforts to increase the Airtel sales.

• Company should motivate its sales staff so they will pay more concentration in sales and activation of new connections.

Thank you