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ADVERTISING & SALES PROMOTION PROJECT REPORT

ON

BHARTI AIRTEL

BY AYUSH MAHAJAN A0102211213

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COMPANY OVERVIEW
Bharti Airtel Limited, which is commonly known as Airtel, is an Indian Telecommunication Company that operates in 19 countries across South Asia, Africa and Channel Islands. Airtel operates GSM networks in all countries, providing 2G or 3G services or 4G Services depending upon the country of operation. Airtel is the fifth largest telecom operator in the world with over 207.8 million subscribers across 19 countries at the end of 2010. It is the largest cellular service provider in India, with over 164.61 million subscribers at the end of 2011 April. Airtel is also the 3rd largest incountry Mobile Operator by subscriber base, behind China Mobile and China Unicom.

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Brand Promotion by Airtel:

AIRTEL STARTED OFF WITH THE FOLLOWING CAMPAIGNS : Power to Keep in Touch(1995) : This campaign conveyed the message of Instant Communication. At that time, Airtel wanted to project an image of Aspirational and a Lifestyle brand and was positioned target the Premium Category of Elite class Consumers. Touch Tomorrow(1999) :The Campaign urges it to talk to a bigger audience. They started capturing the mass markets and the new brand logo indicated the core values of the brand i.e. leadership, performance and dynamism.

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Then in 2002, the new advertisements with the tagline Live Every Moment : Airtel started using Brand ambassadors such as Sachin Tendulkar, Shahrukh Khan and Kareena Kapoor with the objective of changing the whole look of Airtel. In 2003 came another successful campaign Express Yourself

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VARIOUS INTEGRATED MARKETING COMMUNICATION TOOLS Advertisements : Various television and radio commercials showcasing brand airtel and how it can connect you with the world. Sales promotions: promotion of sales by launching various schemes for its customers where they get free coupons, recharges, holidays and even they can meet the brand ambassadors of that brand encouraged the people to buy and use airtel which affected its sales. Direct Marketing : Direct marketing using various trade shows, seminars, etc. Public Relations Publicity : To publicize the brand and make it a common phenomenon among the youth . by sponsoring various events like DELHI HALF MARATHON 2012

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VARIOUS APPEALS
If we observe the advertisements that Airtel has come up with over the years, they are basically using two kinds of appeals to connect with their target audiences. Emotional Appeal It can be seen by the recent punch line of airtel Har Friend Zaroori Hai Yaar and Humorous Appeal : these consisted mostly of ads filled with humour like:

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VARIOUS PROMOTION CAMPAIGNS

Leadership campaign Airtel Jai Hind Campaign: The focus was to cash in on the Independence Day fever. The USP was very clear, feel proud of your country and by extension, Brand Airtel. Quality time campaign Magic Dalo Say Hello Launch campaign Magic Hai to Mumkin Hai campaign

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INTERNET ADVERTISING
Airtel has used internet quite effectively to advertise and has been doing massive advertisements through: Google Ads Bidvertisers in which they have to offer site-targeted payper-click(PPC) text ads and image ads Sponsors online games at Zapak.com

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Keeping in mind the target audience, Airtel came up with very effective sales promotions and was able to increase the number of users. Some of the sales promotions that performed really well are: Ladies Special plans: which offered special call rates for ladies. Friendz pre-paid plan Introduced the Family Celebrations offer : Call at 60paisa per minute from Airtel mobile service to Airtel landline service Promotions through Health Campaigns: Airtel and Wockhardt hospitals together launched a Good Health campaign to mark World Health Day on April 7, comprising two health check-ups at discount of 75%. Grameen Mobile Puratchi campaign : for rural india.

SALES PROMOTION

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Publicity and Events:

To reach their target audiences, Airtel has sponsored various TV programmes like Indian Sangeeth awards Bol Baby Bol Delhi Half Marathon. Airtel Soccer Since last year Airtel is a Proud Sponsor of the F-1 Grand Prix thereby targeting the Elite Class Consumers as F-1 is a Luxury Sport. Indian Fantasy League Delhi Golf tournament It also organized Painting Competition in states of Karnataka and M.P. for the students such kind of events helps the brand to capture the attention of the target audience and involve them

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SOCIAL MEDIA
Social Media: Airtel has made its presence in the Social Media such as Facebook promoting its Recent Activities & updates to the customers about the companys actions & Offers for the consumers. The Company also lets the customers aware about the youth who spends a lot of time on Facebook & Twitter. Facebook is used mostly on updating Companys Actions & New Updates whereas Twitter focuses more on Customer Services or dispute handling on a more personal level.

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Rural Market Strategies to Increase Reach:

Alliances/Partnerships: To extend its reach in India's rural markets, Bharti Airtel is focusing on innovative initiatives, including efficient infrastructure deployments, expanding its distribution network via partnerships, and customized content and tariffs. Bharti Airtel has launched Micro-financing agreements in collaboration with Nokia and SKS Micro-finance. To expand coverage into rural regions, Bharti Airtel is sharing passive infrastructure services with Vodafone (42 percent ownership) and Idea (16 percent ownership) through its joint venture, Indus Towers. Bharti Airtel also formed a joint venture with the Indian Farmers Fertilizer Cooperative Limited (IFFCO). IFFCO Kisaan Sanchar provides subsidized handsets and connections at competitive rates in rural areas.

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THANK YOU