BRAND POSITIONING AND

BRAND PERCEPTION

Experiential Positions

BRAND POSITIONING

BRAND POSITIONING

4

Functional Positions

Symbolic

Positions

1

120

2

85

SUR

VE

YS

Per

cep

tual

Map

pin

g

7

450

Statistical Tech

niques

BR

AN

D P

OS

ITIO

NIN

G M

easures

BR

AN

D

PO

SIT

ION

ING

M

easu

res

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 carefully- EXPRESS 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

32%

24%14%

12%

16%2%

AIRTEL VODAFONE IDEA

TATA RELIANCE OTHERS

BASIS FOR CHOOSING OPERATOR

15%

10%

4%

70%

1%

ECONOMICAL PROMOTIONAL

VALIDITY OPTIONS NETWORK COVERAGE

OTHERS

Do you give preference to advertisement for choosing your operator?

05

10

1520

25

3035

40

NO. OF PEOPLE

YES NO CAN'TSAY

Series1

What do you think about the Airtel’s advertisements?

65%

25%

7%3%

excellent good average poor

Which operator would you prefer (except yours)?

55

20

10

5

10

0

0 20 40 60

OP

ER

AT

OR

S

NO. OF PEOPLE

Series1

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