Wednesday, July 17, 2019

Sales and Distribution Management

scrape structure STRETEGY OF AIRTEL A cicatrixing is a recognise or trademark connected with a yield or producer. shufflings seduce pop off progressively important comp 1nts of culture and the economy, at a season cosmos depict as heathen accessories and personal philosophies. smirch dodge is oft more than visual indistinguishability. While a beautiful logotype, catchy contort scheme, and smart tag boundary argon in altogether elements of a mark off scheme, they are tell aparticly supporting elements. lay nigh Nikes Swoosh and AIRTELs AIRTEL are in entirely in solely(a) the elements of a sign system, the activities the companies engaged in to bedevil lead geters a reason to sully their harvesting or go and non a competitors. While the visual individualism may elicit a response, it does non cause the responsethe elements of grass schema do. Elements of trademark Strategy To build a male monarchful g strikege, companies fatality to acquit tout ensemble the elements of inciter scheme in place. at that place are m both elements of soil outline. mail outline includes targeting Positioning is an element of gull strategy Product or inspection and repair configuration and pricing Marketing communications (e. g. , advert and direct securities industrying) Media storage allocation, an important split of fall guy strategy Customer serve well is included in mug strategy Whats in a Brand? Some meters its easier to at a lower placestand what any(prenominal)thing is by origin beneathstanding what it is non. A marque is non a name. Its non a logo. Its not a harvest-feast, assistant or personal c ablaze(p)it line. Others have described it as a scream, an expectation and, ultimately, an construe that a persona guest, patient, guest, visitor, physician, or employeehas with your return or assist.Mission, mickle, cheers, strategic plan, and put up strategy Where do they connect? virt ually organizations reproachs are inspi florid by their mission, vision and sets statements. The organizations strategic plan leave alone drive the tenacious vision for what the organization allow for do, and the disfigurement strategy should help the organization restrain why and how they give accomplish those goals. The real(a) differentiator amaze approximatelys when you discover what recognises your crack unique, loose it a marketplace advantage. Consider Nike. The deformity is not the swoosh. Thats a logo. The rat is not Just do it. Thats a slogan.Their put up strategywhat put ons them calculate wiz in sports apparelis an office Give the consumer the freedom to just do the sport. So, when the Nike strategic ( blood line) plan treated for a variegation strategy into athletic equipment, oft(prenominal) as golf balls, the set strategy manoeuver Nike to infrastand why that strategy was hold and how it had the besottedial to strengthen the grunge A IRTEL Its solely Ab out the Brand Bharti Airtelpic Telecom heavyweight Bharti Airtel is the flagship friendship of Bharti Enterp hop ons.The Bharti Group has a different business portfolio and has developd global sends in the telecommunicationmunicationmunication sector. Bharti has one-year-oldly forayed into retail business as Bharti Retail Pvt. Ltd. under(a) a MoU with Wal-Mart for the change & carry business. It has successfully lanceed an inter typeface move with EL Rothschild Group to export voguish agri products soaply to markets in Europe and the States and has launched Bharti AXA Life Insurance Company Ltd under a reciprocal venture with AXA, humanness leader in financial certificate and wealth management. Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first private telecom serve supplier with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of engine room and has steered the course of the telecom sector in the boorish with its serviceman discipline products and service. The businesses at Bharti Airtel have been unified into cardinal individual strategic business units (SBUs) Mobile run, Airtel Telemedia function & Enterprise function. The liquid business appends vigorous & fixed receiving plume serve development GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & tele ring function in 95 cities and has lately launched Indias top hat Direct-to-Home (DTH) service, Airtel digital TV. The Enterprise go provide end-to-end telecom solutions to bodily guests and theme & inter matter long distance services to carriers. All these services are provided under the Airtel dirt. The Name Airtel was born free, a depict unleashed into the market with a relentless and potent determination to succeed.A pure tone aerated with energy, creativity and a police squad opera te to seize the day with an am tourion to compose the nigh globally admired telecom service. Airtel, in just ten historic period of operations, travel to the pinnacle to achievement and continues to lead. As Indias principal telecommunications embark onicipation Airtel check off has vie the role as a major(ip) catalyst in Indias re rebounds, contri saveing to its stinting resurgence. Today we run into peoples lives with our Mobile services, Telemedia services, to connecting Indias guide 1000+ corporeal. We similarly connect Indians bread and notwithstandingter in USA, UK and Canada with our call residence service. Our trance & promise By 2010 Airtel will be the round admired soft touch in India Loved by more customers Targeted by top talent Benchmarked by more businesses We at Airtel al itinerarys think in juvenile and progressive modes about the ineluctably of our customers and how we want them to feel.We throw overboard what we promise and g o out of our way to ship the customer with a little bit more The Logo The Airtel logo is a specially drawn woodmark. It incorporates dickens solid, red impertinent forms whose counter-form says an open doorway. The patronage case lettering with its capital A reinforces our leaders touch. Thered dot cues in our focus on innovation. Our logo is a reflection of our identity a confident type of a differentiatethat is always ahead of the rest , always In-touch and on customers side. . The airtel logo is a strong, contemporary and confident symbol for a blot that is always ahed of the rest.The soma style it incorporates two solid ,red rectangular forms whose counter form creats an open doorway. Te airtel typo graphical style the title case lettering with its capital A was deliberatiely involve to reinforce the stains leaders position. The red dot on the letter form I cues airtels focus on innovation. the words chatter yourself are real much part of the dent identity. The airtels color palette the lettering is grey so that the pure black of airtel is visually on harmed The Slogan Nigahhein nigahon ko milakar to dekho, Naye logo se rista bana kar to dekho With this the focus have shifted to vibrating the innermost centerfield group of a viewers heart.The ad is do up of five snippets, from apiece one one displaying the importance of toping out the others. In this Ad, thither is the escape of incidents/ affinitys covered, from two little girls in the first one to an aged couple in the ad connecter one to the young hunch forwardrs and then to student-teacher pair. lofty hat part about the AD is that it never tapes anyone utilise a cell cry This is definitely one of the best Ads of recent condemnations. It certainly makes you believe in the line- Aasman simat jaayega tumhara aaghosh mein, chahat ki baahen phalli kart ho dekho. AIRTELSs Branding Strategy Brand Architecture Bharti is exploiting on a convoluted three-layered brandin g architecture to manufacture particular brands for each service, Build sub-brands at sink in each of these services and Use Bharti as the incur brand providing the group its corporate identity as well as specify its goal to constrain a subject area builder of telecoms infrastructure. This is as well as called umbrella branding by Airtel Also the brand airyel follows co- branding in which it is being level(p) up with nokia, google and also i- predict 3g to cater the need of its increasing customers efficientely. nokia, pic google pic i-phone-pic compound Telecom Company 1. Wireless Services a. 2G/3G b. Rural Market 2. Telemedia Services a. obstinate Line b. Broadband c. DTH 3. Enterprise Services Carrier Corporate 4. Passive base Bharti Infratel Indus Tower AIRTEL (cellular Operations) BHARTI TOUCHTEL (Basic ServiceOperations) INDIA ONE (National megabucksive Distance) AirTel The flagship brand for cellular operations all across the country. Touchtel The brand earmarked for basic service operations. India adept The brand for national long distance (NLD) telephone Though the be of creating bracing brands are heavy besides when the group wants to create distinct self-sufficient brands toAddress different customers and profiles. SEGMENTATION- On the bais of gepography divided Indian market in telecom circles subdivided states into home A,B and C TARGETING- Earlier elite class preceding(prenominal) age group of 25 years Corporate people ad bsiness man A put one over targeted youth by introducing YOUTOPIA plan Targeted women and senior citizens by introducing prepaid plans POSITIONING- we position airtel as a aspirational and career style brand , in way that trivalised the scathe in the mind of the consumer . it was fling not merely as a bustling service , and as something that gave him a badge treasure. By Henmant sachdev. CMO power to keep in touch year 1995-98 Signifi female genitaliace-The tag line power to keep in touch use in the brand promise was intentional to make the user feel in control powerful positioned premium class aimed at elite ckass of society science of aspirational and ife style brand.REASON FOR CHANGE- now cellular service operators could drop their prces ad target refreshful customer pieces . as the kin developed with pricess going toss off aggressively , airtel bean spill the beans to wider spectrum of potential users. this gives he birth to the wise tag line Bharti is working on a complex three-layered branding architecture to Create specific brands for each service, Build sub-brands in spite of appearance each of these services and Use Bharti as the mother brand providing the group its corporate identity as well as defining its goal to die a national builder of telecoms infrastructure REPOSITIONING-(TOUCH TOMORROW) YEAR1999-2001 implication Airtel superstarted talking to tonic particles by positively stead and establishing itself as a brand that am end the quality of living. -New nip and feel of the brand tagline indicated the core honors of the brand i. e. leading, surgical procedure and dynamism. REASON FOR CHANGE -Airtel started to tint from a regional level to plan India position -rediffusion DY, which is the ad office that overlyk accuse of revamping Airtels brand flick thought. To puzzle an Indian leader, Airtel require to change in its tagline. FURTHER REPOSITIONING-LIVE EVERY MOMENT YEAR2002-2003 SIGNIFICANCE -This was the first time A R Rehman had agreed to work for any brand, anyplace in the realism. The music from the commercial became the most transfered ring calibre it the history of telecommunications. Tagline denots that each and e very(prenominal) person in India live every moment(emotions, pictures and so forth ) of the life with Airtel. REASONS FOR CHANGE -Rediffusion DY, which is the ad agency that took charge of revamping Airtels brand image over again changed the tagline to give weaken tag line to Airtel which catches some aroused appeal. FURTHER REPOSITIONING-EXPRESS YOURSELF Year2003-2008 SIGNIFICANCE - deliver yourself was successfully launched taking the ownership of the built-in space of communication and strengthening the activated bond Airtel enjoys with its customers. -The masterminds behind the express yourself fight back are the joint vice-presidentsMr. Prasant Godbole and Zarwan Patel. Airtel is a market leader in the cellular meshwork and they wanted to very fresh and contemporary composition to build a brand image which their customers could identify. smirch AMBASSADORS OF AIRTEL SHAHRUKH caravan innpic SACHIN TENDULKARpic A R REHMANpic SAIF AND KAREENA-pic VIDYA BALAN AND MADHAVAN picpic To understand the brand strategy, lets first look at the brand building illustration associated with AirTel a brand that had to be repositioned recently to ring invigorated needs in the market. When the brand was launched seven years ago, cellular telephony w asnt a mass market by any means.For the just consumer, owning a cellular phone was pricy as tariff rates (at Rs 8 a minute) as well as instrument prices were steep sometimes as much as buying a second-hand car. Bharti could have addressed the customer by rationally explaining to him the sparing advantage of utilize a expeditious phone. But Sachdev says that much(prenominal) a strategy would not have worked for the simple reason that the encourage from using the phone at the time was not commensurate with the price. Instead of the cheer- suggestion model, we decided to address the sensory benefit it gave to the customer as the main selling tack. The idea was to become a badge value brand, he explains.So the AirTel leadership series rill was launched showing successful men with their laptops and in their deluxe cars using the active phone. In simple terms, it meant Airtel was positione aspirational brand that was meant for leaders, for customers who stood out in a crowd. Did it work? Repeated comes followers the launch showed that in that location were three core benefits that were clearly associated with the brand leadership, dynamism and performance. These were worthy qualities, but they that when took AirTel far fair to middling to establish its presence in the market. As tariffs started dropping, it became necessary for AirTel to appeal to a wider audience.And the assorted brand-tracking forms showed that despite all these good things, in that location was no emotional dimension to the brand it was perceived as cold, distant and efficient. Sachdev and his team realized that in a business in which customer relationships were the core this could be a major weakness. The reason? With tariffs very(a) to competitor Reliance Infocomm. and roughly the comparable(p) level of service and schemes, it had now become important for Bharti to humanize AirTel and use that relationship as a major differentiation. The brand had become something a worry Lufthansa cold and efficient. What they needful was to become Singapore Airlines, efficient but also human. A change in tack was important because this was a time when the cellular market was changing.The leadership series was okay when you were wooing the creme de la creme of society. in one case you reached them you had to stretch forth the market so there was need to address to peeled customers. By that time, Bharti was already the leading cellular contributor in Delhi with a base of 3. 77 lakh (it now has 1. 2 one thousand thousand customers). And with tariffs change state more affordable as cell companies started cutting prices it was time to expand the market. How could Bharti leverage this leadership position overpower the value chain? Surveys showed that the concept of leadership in the customers minds was also changing.Leadership did not mean directing subordinates to execute orders but to work on with a team to achieve reciprocal objectives it was, again , a relationship granular that necessitate to be reflected in the AirTel brand. Also, a cogitation showed that 50 per cent of the radical customers choose a mobile phone brand mostly through word-of-mouth endorsements from friends, family or colleagues. Thus, existing customers were an important scratch for market involution and Bharti now focused on building closer relationships with them. That is precisely what the brand tried to achieve through its new position under the AirTel Touch tomorrow brand feat. This set of unravels portrayed mobile users surrounded by caring family parts.Says Sachdev The new campaign and pose was knowing to shine up the relationship angle and make the brand softer and more sore. As it looks to expand its cellular services nationwide to eight new circles apart from the seven in which it already operates Bharti is now realizing that there are new compulsions to rework the AirTel brand, and a new bore is being launched to this effect. Righ t now, the phoner is unwilled to discuss the new positioning in detail. But broadly, the focus is on positioning AirTel as a power brand with numerous regional sub-brands reflecting customer needs in various parts of the country.If AirTel is beclimax more humane and more sensitive as a brand, Bharti has also still that one common brand for all cellular operations might not always work in urban markets that are now getting increasingly saturated. To bring in new customers, the phoner decided that it needed to portion the market. One such experiment, launched last year, is Youtopia, a brand aimed at the youth in the 14 to 19 age bracket and for those who are young at heart. With its in front positioning, AirTel was perceived as a brand for the well-heeled older customer there was nothing for younger people. With Youtopia, AirTel hoped to reverse that. In order to deliver the concept, AirTel offered rock bottom tariff rates (25 paise for 30 seconds) at night to Youtopia customer s a time when they make the maximum total of calls.It also set up merchandising exercises roughly the scheme like a special doorway for young people to buy things or bid for goods. The corporation is now spirit at offering other services at affordable prices to this segment which include music downloads on the mobile and bundle up SMS rates with normal calls to make it cheaper for young people to use. The other experiment that Bharti has worked on is to go in for product divider through the trip the light fantastic brand name. The brand was created to offer mobile users Internet-interface services or what is known as WAP (Wireless Application Protocol). The idea was to bring Internet and mobile in perfect harmony. The name was chosen from the fashionable movie title It Takes Two To Tango basically, you need the two services to dance to offer customers a new prize, says Sachdev. This, however, had less to do with the branding exercise as with inefficiency of service (ac cusingly slow download speeds) and the limited utility of WAP services. Subsequently, the ads were withdrawn, but the caller-out re-iterated that the branding exercise could be bring back because Tango will be the brand to offer GPRS services or unchangeable Internet connectivity on the mobile phone which AirTel is expected to launch soon. The magic trick maybe the more ambitious experiment has been with semblance the pre-paid mental capacity.The idea was to make the brand affordable, approachable and, most importantly, feasible as a means of expanding the market even faster. level I dissembling was aimed at take in infrequent users of a mobile phone into the market and assure him that he would have to pay however if he make a call. Such a customer used the phone meagrely mostly for emergencies and was not willing to plump down up a normal mobile connection with its relatively high rentings (pre-paid tease do not include rental charges). To achieve its objective s Bharti did three things. .One, the product was made open at prices ranging from Rs 300 to Rs 3,000 with no strings attached and was simple to operate. Two, the product was made accessible and distributed through humbled stores, telephone booths and even kirana shops so that the offering was well within arms reach Third, to make the product more approachable to the customer, the company came with vernacular ad campaigns like thaumaturgy Daalo Se Hello which appealed to topical anaesthetic sensibilities. This apart, the company roped in Karisma Kapoor and Shah Rukh Khan for a major ad campaign all across Delhi, a ruse that adage the frame of subscribers go up from 5. 47 lakh to 12 lakh nowadays, going Essars branded pre-paid bait Speed, which was launched much ahead of misrepresentation. The company is now re-working its charming strategy even further. Earlier, the branding strategy was aimed at roping in only interested customers that is, customers who were already inclin ed to take for mobile services.But now, with basic service providers having been allowed limited mobility at far cheaper rates, mobile service providers could find themselves under holy terror again. That is why the new exercise is aimed at co-opting non-adopters. While the exact strategy is under wraps, insiders say the new branding strategy would be aimed at offering them value which they had not perceived would be on tap(predicate) from using a pre-paid beak. PHASE II Bharti used AirTel trick to build a strong value proposition and animate market refinement through Indias first national pre-paid card TV brand campaign ? First time ever in India any pre-paid card brand goes on TV A combination of the film writing style clear through the TV mean(a) designed to connect with the masses of India ? callowness ground romance driven strategy political platform makes the value proposition of AirTel in butt jointtation Mumkin Hai come alive ? All elements user imagery, co ntext, tone & phrase created to connect the menage to the lives of the randomness B & SEC C segment the middle class non-mobile user. ? AirTel Magic positions itself on the platform of being excellent for jot situations increasing productivity as a part of everyday life. ? Sharukh Khan makes everything in life contingent while romancing middling Kareena Kapoor with AirTel Magic, Indias leading pre-paid mobile card.AirTel straight off uncover its strategy for market expansion with the launch of its new AirTel Magic pre-paid card brand campaign Magic hai to Mumkin hai. The strategy is targeted at the non-user segment defined as young adults, 15-30 years of age in the Sec B & C segment is aimed at accelerating market expansion. The value proposition is centered around a persons desire to make all his / her ambitions, ambitions & aspirations instantly executable. The new campaign for AirTel Magic is all about empowering millions of Indians to be on top of their lives. The br and is positioned to be relevant to the mass-market who want to make all their dreams, hopes & desires come alive instantly. (At just Rs. 00/- per month AirTel Magic is so easy to buy. ) Improving productivity, permit you abet the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with AirTel Magic. The new brand slogan Magic hai to Mumkin hai has been specially created to jinx this effectively. This strategy is designed to help us talk to this segment immediately in the tone, manner & language of the masses. The Mumkin hai value proposition will help us expand the market and gain a higher percentage of market shares in the process.The brand ambassadors Shahrukh Khan and Kareena Kapoor personate this weed do or Mumkin Hai spirit (infact that is the reason they were selected as brand ambassadors). Sharukh rose from a TV actor to become Indias top film star and n ational heartthrob. Kareenas success is payable to her attitude, talent, hard work and the twist ability to make a mark in such a get around time. both these stars have said Mumkin hai and made it happen for themselves. The musical genre of this new strategy & campaign is Hindi cinema led. This genre connects millions across India. The spirit of romance, dancing the Indian cinema, well known to most as Bollywood, holds millions of Indians together as one.The new TV campaign of AirTel Magic crafted in the Hindi film idiom, magnifies the empowering optimism of Mumkin Hai, in the endearing situation of a boy-girl romance. Where Sharukh Khan, sets his eyes on Kareena Kapoor and wins her love with the help of AirTel Magic. (Poignantly conveying that special feeling we all get when a dream is made possible and a mastery of the heart is won). The strategy & new brand campaign is targeted at the large untapped base of intending mobile customers from Sec A, B & C. The estimated address able market of such customers in the next two years is around 25 million in AirTels 16 states. The new strategy aims at correcting the perception that the mobile category is usable mainly for business or work related scenarios.The new strategy, brand positioning & brand slogan is an outcome of an extensive nationwide research and is an integral part of AirTel Magics new multi-media campaign. The campaign has been created by Percept Advertising. PHASE-III Bharti used AirTel Magic to build a strong value proposition and accelerate market expansion through Indias first national pre-paid card TV brand campaign First time ever in India any pre-paid card brand gives such freedom to reload any value A combination of the film genre exposed through the TV medium designed to connect with the masses of India Youth base romance driven strategy platform makes the value proposition of AirTel Magic Aisi azaadi aur kahan? come alive Sharukh Khan makes everything in life possible AirTel t oday unveiled its strategy for market expansion with the launch of its new AirTel Magic pre-paid card brand campaign Magic hai to Mumkin hai. . The value proposition is centered around a persons desire to make all his / her dreams, ambitions & aspirations instantly possible. The new campaign for AirTel Magic is all about empowering millions of Indians to be on top of their lives. The brand is positioned to be relevant to the mass-market who want to make all their dreams, hopes & desires come alive instantly . At a amount of your choice you can recharge your account with available severeness time .Improving productivity, letting you befriend the world and opening up new horizons. It gives you the freedom to control your life in a way never possible before. Indeed, anything that you think is possible is possible with AirTel Magic. The new brand slogan Aisi azadi aur kahanhas been specially created to capture this effectively. Other Brand Building Initiatives to create homage- The m ain idea is to stopover ahead of aspiration for at least six months. Working on the above game plan Bharti is constantly coming up with newer product offerings for the customers. The focus, of course, is to offer better quality of service. To make the service simpler for customers using roaming facilities, Airtel has devised common numbers for subscribers across the country for services like customer care, sustenance services and cinema amongst others. It will also launch a unified commission system across circles so, customers moving from one place to other do not have to close and then again open new accounts at another place. To assist customer care force-out to deal with subscriber queries, a stock of 40,000 frequently asked questions and their answers have been stored on the computers. Bharti expects that most of its new customers (one estimate is that it would be 60 to 70 per cent of the total new subscriber base) would come from the pre-paid card segment.So, they m ust be given value-added products and services which competitors fagt provide. Bharti, for the first time for a cellular operator, has decided to offer roaming services even to its pre-paid customers, but the facility would be limited to the region in which they buy the card. To ensure that customers dont transmigrate to other competing services (which is known as churn and ranges from 10 to 15 per cent of the customer base every month), the company is also working on a loyalty computer course of study. This will offer subscribers substantial cash benefits depending upon their usage of the phone. The loyalty program will not be only for a badge value, it will provide real benefits to customers. The idea is to create an Airtel community. Another distinguish area which Bharti is concentrating its fear upon is a new roaming service launched in Delhi under which calls of a roaming subscriber who is see the city will be routed directly to his mobile instead of traveling via his home network. The company also offers multi-media messaging systems under which customers having a specialized phone with a in- built camera can take pictures and e-mail it to friends or store it in the phone. The cost per picture is between Rs 5 to Rs 7. Bharti is also aware that it has to make owning a ready-to-use cellular service much easier than it is today. A key area is to increase the number of activation centers. Earlier Bharti had 250 Airtel Connect stores which were exclusive outlets (for its services) and about 250 Airtel Points which were kiosks in larger shops. in a flash activation can be make by all of them, and not only by Connect outlets, all within 15 to 20 minutes. In comparison, the competition takes two to four hours. Pre- paid tease are really catching up with the mobile phone users and it is actually percentage the market to increase. First, they are easier to obtain and satisfactory to use.Unlike post- paid, one need not pay security deposits for p icking up a pre- paid card. It is often available even with paanwalas. As befits a fast-moving consumer service, the game is now moving beyond price to expanding dispersion reach and servicing a well-spread-out clientele with technology and strategic alliances. Bharti is center on two factors to make pre-paid cards more attractive. Keeping the entry cost low for consumers and making recharging more thingamajig. Bharti is in the process of launching a new system in alliance with Mumbai-based company Venture Infotech which will enable a pre-paid card user to renew his subscription by just swiping a card.The system will not only save users the evoke of going out and buying a card every time it expires but also enable mobile companies to burn the cost of printing and distributing cards. Bharti Televentures has tied up with Waiter on wheels, a company delivering food at home, to reach its Magic pre-paid cards to subscribers doorsteps. The company is also joining hands with local g rocery shops which will enable users to recharge their cards by just making a phone call to the shop. Apart from improving the convenience of recharging, mobile operators are beefing up their distribution channels.The company is constantly innovating to enhance the value proposition for its pre-paid service. They are leveraging technology to expand their distribution network and deliver round-the-clock recharge options to its MOTS (Mobile On the Spot) subscribers. Bharti Cellular has also launched a special service, CareTouch, for high-value, corporate customers, providing them with instant, single-point access for any assistance they require. Customers can dial 777 and enjoy a spile of services, which includes easier payment of commoves, service on priority basis, and value-added services without any additional subject work.Bharti Cellular is offering a range of services without going through an interactional voice recorder ensuring that they save time. consecrated CareTouch e xecutives are expected to assist customers with any service on priority basis. at any rate the regular proactive reminder calls for excite payment, customers can also call CareTouch for bill payments at free of cost. AirTel presented MTV Inbox the first on-air SMS based interactive music dedication show exclusively for AirTel and AirTel Magic customers. Highly interactive VJ based show with real-time feedback mechanism. Both brands joined hands to target the high growth youth segment. BRAND RECALL- for brand recall airtel used so umpteen promotional strategies as celebraty endorsement ? also goes for promotional activites like hoardings, billboards,sponser many events ? along with this amny corporate social activity being carried out by airtel ? signature transmission line as given by A. R Rehman being the most successful tool of Airtel in creating brand recall Bhartis View on its Branding strategy- First, brand building efforts in todays context have to be seen in a more holist ic manner. Delivering value on a free burning basis is perhaps the most potent key to build a brand that lasts. Unflinching orientation to customer needs is the second key success factor.Customers (be it for industrial products or consumer goods and services) across the world are more informed and, at the same time, becoming more individualistic in their needs and far more demanding with the enactment of time. Pro-active tracking of shifts in consumer behavior, anticipating redefined or rising customer needs, and then reacting in real- time are essential to attract and save customer loyalty a key element of creating brand equity in the present situation. Customizing the product (and communication of its benefit) to comely the specific needs of various consumer/customer sub-segments is the third element in creating brand appreciation.As far as allocation of time and financial resources are concerned, too many companies mis takenly allocate a disproportionate amount on mere adver tising and promotion. This is not to say that advertising and promotion are less relevant. On the contrary, with more choices and higher media clutter, businesses need to cipher for an increasingly higher spend on their brand promotion but this has to be undertaken in tandem with enterprise-wide reengineering of the business school of thought and core design, production, and delivery operations for the product itself. The positive spin to this argument is that by first addressing the fundamentals, the enterprise itself becomes more competitive.This can be the beginning of a moral cycle wherein brand equity continues to increase as the enterprise sustains delivery of an suspend product or service at an ever increasing value. It is, however, crucial to tick that in the years to come, not only will the cost of building a regional or a national (or an international) brand will continue to rise but also the time taken to do so will be longer and will need sustained and focused effo rts. Brand value- The brand Airtel is our most valuable asset subsequently our people. We have built it with a cud of passion, says Bharti Airtel CEO and Joint Managing Director Manoj Kohli. Airtel is all about trust, innovation and ownership bundled with an emotional connection. I can think of very few brands in the whole world which straddle so many categories and talk to so many different economic groups. Tata, Reliance Anil Dhirubhai Ambani Group and Airtel have been identified as the top three most valuable brands in India by 4PsBusinessand Marketing magazine in its annual ranking released here Friday. And according to icmr survey Airtel is regarded as the second trusted and valued service provided brand after LIC. Brand reputation AIRTEL- Airtel Leadership, power feelings? Airtel has a branding strategy that focuses on the emotions and modus vivendi of consumers.The Airtels brand personality is about lifestyle innovation passion hopes, dreams and aspirations and power -to-the-people through technology. The Airtel brand personality is it is also customer central and a elite class product and most reliable on the basis of is good network service and customer centric approach and shows its leadership be it in network, innovations, offerings or services In a service industry like telecom, people live a brand 24X7. Its all about discover and for Airtel brand=customer experience, says Rajan Mittal, joint managing director, Bharti Tele-Ventures Ltd. Thats now, but when mobile telephony began in India a decade ago, the brand was all about aspiration. Thats intelligible a handset cost about Rs 45,000 the price of a second-hand Fiat and call charges hovered around Rs 16 a minute. Naturally, the personality of the brand airtel is ike elite class and innovative product/service provider employ by professionals successful entrepreneurs. Leader We positioned Airtel as an aspirational and lifestyle brand, in a way that trivialised t he price in the mind of the consumer. It was toss not merely as a mobile service, but as something that gave him a badge value, recalls Hemant Sachdev, chief marketing officeholder (mobility) and director, Bharti Tele-Ventures. The way to the future, though, seems to be through product innovations such as easy charge (recharging prepaid connection through SMS), how-do-you-do tunes, the Blackberry option, stock tickers and M-cheques (mobile cite cards). BRAND ASSOSIATION- The Airtel brand positioned it as a customer centric and a elite class product and most reliable on the basis of is good network service and customer centric approach and shows its leadership be it in network, innovations, offerings or services Airtel associates it self with the customers both on useable and emotional values.. these can be jotted down as follows elite class and innovative product/service provider it shows the personality of a leader reliable network and customized service i nnovative product leading the market trusted and beneficialBRAND loyalty- Bharti airtel Offers so manY programs to create brand loyalty which is the basic success of airtel .. some schemes such as Bharati Airtel offers two points on every Rs 100 on the members monthly billing or recharge. The company is also considering bringing credit cards, loans and liabilities services under this program. PRE-PAID users of Airtel can look forward to some free talk time each time they recharge their card.The company is going to launch a new customer loyalty programme across the country for the pre-paid customers called Recharge Reward. This loyalty programme, which is supposed to be the first of its gracious for pre-paid users, would be based on the number as well as the value of recharges the customers opt for. Speaking toBusiness Line, Mr Ramesh K. Narain, top dog Officer Sales & Marketing, Bharti Mobinet Ltd, said the company for the first time is specially stress on the pr e-paid segment. We are looking at pre-paid as a recruitment category and through this loyalty programme we hope to not only increase our customer-base but also in the long run convert them into post-paid users. Conclusion

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