MEDIA PLANNING PROJECT

AIRTEL 3G

Submitted By-

Kanika Sharma(09609060)

Danish Khan(09609071)

Nupur Pandey(09609104)

BHARTI AIRTEL 3G

The high-speed access to voice and data technology is known as 3G service, as it is considered the third generation of cellular telecommunications technology. A 3G network is necessary for this service to function. It offers advancements on the 1G and 2G networks such as multimedia applications like video and broadband services

3G services have the potential to transform the lives of millions of Indians by taking a variety of life enhancing services on high speed broadband to the remotest corners and bridge the digital divide. In addition, 3G services will have a strong multiplier effect on economic growth and bring in enhanced efficiencies as well.

Bharti Airtel 3G

3G network from airtel gives customers the power to do what they thought was unimaginable

connect to family and friends – face-to-face video calling. In real time!

connect to the internet with superfast page loading times

download and upload large files at blazing fast speeds

get your entertainment on the go – real time streaming music and videos

send and receive mails with large attachments

download and play interactive 3D games

MEDIA OBJECTIVES

To make 3G services mark the beginning of the next phase of India’s telecom growth story and elevate the telecom sector on a par with most advanced markets in the world. .

To help Airtel to lead India’s journey on the information superhighway with world-class 3G services.

MEDIA STRATEGY ADOPTED BY BHARTI AIRTEL

Bharti has spent a considerable amount on advertising its mobile phone service, Airtel. Besides print advertising, the company had put up large no of hoardings and kiosks in and around Delhi. The objective behind designing a promotion campaign for the ‘Airtel’ services is to promote the brand awareness and to build brand preferences.

It is trying to set up a thematic campaign to build a stronger brand equity for Airtel. Since the cellular phone category itself is too restricted, also the fact that a Cellular phone is a high involvement product, price doesn't qualify as an effective differentiator. The image of the service provider counts a great deal. Given the Cell phone category, it is the network efficiency and the quality of service that becomes important. What now the buyer is looking at is to get the optimum price-performance package. This also serves as an effective differentiator.

Brand awareness is spread through the' campaigns and brand preference through brand stature. Airtel's campaign in the capital began with a series of 'teaser' hoardings across the city,' bearing just the company's name and without explaining what Airtel was. In the next phase the campaign associated Airtel with Cellular only thereafter was the Bharti Cellular connection .brought up.

Vans with Airtel logos roamed the city, handing out brochures about the company and its services to all consumers. About 50,000 direct callers were sent out. When the name was well entrenched in the Delhites’ mind, the Airtel campaign began to focus on the utility of Cellphone.

In the first four months alone Airtel's advertisement spends exceeded Rs. 4 crores. As of today the awareness level Is 60% unaided. This implies that if potential or knowledgeable

consumers are asked to name a Cellular phone service provider that is on the top of his/her mind 60% of them would name Airtel

Airtel can formulate an advertising campaign which may rope in famous movie actors as celebrity endorsement is a suitable way to promote the brand and is an effective tool for expanding market share. Advertising on television in the prime time and also huge 3D billboards may prove to lure the target audience.

Repeated Airtel Mall Activity programmes can be activated on Christmas day. Apart from making awareness about Airtel 3G. For this a Live Christmas Santa can be among the people and be made the medium of Airtel Mall Activity which may yield very good results of awareness of Airtel 3G Services.

MEDIA BRIEF

Advertising Objective

Reach audience with interesting and persuasive messages. Breakthrough the communication clutter in the market place. Influence the behaviour of its target audience. Attain new customers and increase the number of relationships. The keep their target audience and existing customers updated about their new products,

promotions and service reliability through emotions.

Positioning Statement

Starting “Power to keep in touch”- to convey the power of instant communication.

Positioned to premium category and elite class of the society.

Perception of Aspiration and lifestyle brand.

Airtel decided that the brand should always connote leadership- be it in network, innovations, offering or service.

Sponsored games like golf. New look and feel of the brand indicates core values of the brand- Leadership, Performance and

Dynamism. Brand Ambassador: SRK, Sachin Tendulkar, Kareena Kapoor. The advertisements have changed the whole look of Airtel, now in Airtel in its customers minds’

is full of emotions and reactions one will experience in a lifetime.

TARGET AUDIENCE

A target audience is the primary group of people that something, usually an advertisement is aimed at appealing to. A target audience can be people of a certain

age group, gender, marital status etc. (ex: teenagers, females, single people, etc.)Without knowing the target audience, a company's advertising and the selling efforts can become difficult and very expensive.A Target Audience can be selected on the basis of following parameters:

Age Location (where they live) Gender Marital Status

Bharti airtel has a huge customer base in India. They basically target customers on the basis of age and occupation.

Some of the types of telecom communications provided by Airtel are:

Age: 25-18 Working people (age>25)-middle income-higher income group

Airtel basically targets college students for these connection but many people whose age is greater than 25 also take this connection for use of 3G services . So they are secondary audience.

Airtel target working people but many house wife and college going students use this connection.

COMPETITOR INFORMATION

State-owned Bharat Sanchar Nigam Ltd (BSNL) will expand its third generation (3G) services to 120 cities across the country by December,which already operated in 640 cities.

After BSNL, TATA DOCOMO (a joint venture between TATA Teleservices and Japan’s NTT DOCOMO) one of the giants of the telecommunication world,launched its third generation (3G) network from November 5 on the occasion of Diwali in 9circles. With this, Tata DoCoMo became the first private telecom firm to launch 3G mobile services in the country. Two state owned firms -- BSNL and MTNL -- had launched the services more than a year ago.

Bharti Airtel launched its 3G services in 13 circles across India and another giant of telecommunication realm Vodafone Essor is eyeing to launch its 3G services as they are planning to spend up to $500 million within two years on its 3G network.

Aircel to launch 3G services in Q1 next year, invest $500 mn and will launch 3G in top 10 cities of each circle and then will cover the rest of the states in which it has received spectrum.  

IDEA CELLULAR LIMITED -India's sixth-biggest mobile phone operator , expects to start 3G wireless services by end-2010 or in January.

Vodafone had said that it will be launching the 3G services commercially by January-March quarter of 2011. It plans to launch the services in phased manner starting from metros.

Reliance is also planning to launch the services either by year end or early next year.

Competitors and their Operating region

Advertising Strategy

Airtel uses two appeals to connect to its target audiences:

Emotional Appeal Humorous Appeal

Following is an Image strip of a commercial used by Airtel to represent and Emotional Appeal.

The following Image clip shows that Airtel spends maximum on Television as a medium of Advertising when compared to its significant competitors.

Budget

Their total Advertising budget is somewhere closer to Rs. 150 Crores annually.

Scheduling

Advertising media scheduling is the process of choosing the most cost-effective media for advertising, to achieve the required coverage and number of exposures in a target audience. Target audience for AIRTEL 3G will be the youth and working class situated in different geographical location.

The advertisement of Airtel 3G must be telecasted initially at prime time at high frequency as the target audience (youth and working class) sits in front of the television at night, this will also reduce wastage. Sponsoring of television serials with high TRPs can be another technique used under media scheduling. Example: TV news channels, Star Plus, Sony (KBC).

First page of leading newspaper can be used to give an ad during the initial phase of the launch, slowly moving to second and third page with limited space.

Latest Rollout Plan- Airtel 3G services

Airtel's 3G services, will usher in a new era of unique life style products. The offerings will be specifically targeted towards mobile broadband, given the enhanced speed and user experience which the 3G technology enables. The partners will play a catalyst role in enhancing the customer experience and the data usage habits in the country. In addition to being HSPA+ (High Speed Packet Access) ready from launch, the 3G network will support world class user data speeds and enhanced mobile broadband user experience. High Speed Packet Access plus enables high peak user throughputs which are multiple times higher than those supported in current 2G networks.

Additional Information

Publicity Events

Sponsored various TV programmes like:

Big Boss KBC Indian Sangeet Awards Bol Baby Bol

Sponsored Events like:

Delhi Half Marathon (Every year) Border-Gavaskar Trophy Indian Fantasy League Delhi Golf Tournament Organises Painting competitions in various parts of the country.

Research Analysis

Which card is used.

50%

29%

0%0%

21% HUTCH

AIRTEL

BSNL

TATA INDICOM

IDEA

Service provided by the customer care

92%

4% 4%yes, I m satisfied.

no, not satisfied.

can't say

network connectivity

yes, I m satisfied.

no, not satisfied.

can't say

Cost satisfaction

57%33%

10%yes, I m satisfied.

no, not satisfied.

can't say

Research Findings

GSM service providers (cellular), customers seem satisfied with the 'ability to make and receive calls in any part of the city', however, the service providers have fallen short in meeting customers’ expectations when it comes to coverage within buildings, in basements or in lifts.

The corporate image of the service provider continues to be an important aspect in driving retention and most service providers have been successful in building a positive and favorable image among the subscribers.

The study also revealed that 'Error free' and 'accurate' bills, being promptly delivered is something that the customers seem to be taking for granted and have little impact on retention. On the contrary, non-delivery on these could cause a lot of disgruntlement and unhappiness with the service provider.

Another revelation was that customers seemed very peeved with the amounts they had to pay for local and STD calls.