AIRTEL MAGIC

Bharti Airtel is the leading .First private players to enter cellular sector.Launched “AIRTEL” post paid services in 1995.Revolutionized the cellular market in India.First cellular operator to launch showrooms AIRTEL CONNECT.Launched “Prepaid cellular services "under the Magic brand in January 1999.

INTRODUCTION

SEGMENTATION

Focus more on all 23 telecom circles in India and 4 metros( Delhi, Kolkata, Mumbai and Chennai).Based on size and importance of circles, services are to be provided to all the people across the country.Including all categories A,B & C ,to stay ahead in the competitive industry consisting of 22 private players.

HYDERABAD-GEOGRAPHIC SEGMENTATION

Hyderabad is now known as “GREATER HYDERABAD”-includes five districts:16 mandals in Hyderabad district (entire Hyderabad District)22 mandals in Ranga Reddy district 10 mandals in Medak district 5 mandals in Nalgonda district3 mandals in Mehboobnagar district

DEMOGRAPHIC SEGMENTATION

Based on the population as per the recent census.Based upon income levels (high and low) of all the people in and around hyderabad.Behavioral segmentationFocus on different lifestyles and beliefs of all categories of people.

TARGETING

Mostly the youth adults of urban and rural areas.Elite, up market professionals and entrepreneurs of all fields.Focus more on low income groups of urban and rural areas. Better services are to be provided to daily and weekly labourers in urban, semi urban and the rural areas.

POSITIONING‘Airtel’ as an aspirational and lifestyle brand in India.Customer - defined business process Easy recharge Making it as a recognizable brand in Indian cellular sector- “MAGIC BRAND”.

MARKETING STRATEGIES

Charge the users on a per second basis . Getting back the 1p.s sms scheme or give 500-1000 sms's for free . The recent talks of Bharti with MTNL have failed. It has to be  regarded as good news for Bharti, since according to the rules of the African Govt Bharti needed to acquire the entire MTNL company if it acquired the stake of 51% which they desired. So now it can initiate talks with other global telecom majors like At&t to boost its performance.Target the software  employees.Reducing the in-air outgoing and incoming call rates .If it acquires the 3G license tender which is to be held by this year  end(most probably it will acquire because of its P/E and financials).Virtual sims.

CONCLUSIONCut down the tariffs prices.Endorse the brand .Rural areas-skits and plays .Value-added services and special offers Marketing strategy should be continuous improvement through people involvement.

‘IF YOU CAN DREAM IT ,YOU CAN DO IT’ - Walt Disney

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