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BRAND POSITIONING
BRAND POSITIONING Measures
Perceptual Mapping
Statistical Techniques
SURVEYS
120
85
450
BRAND POSITIONING
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
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
14% 24%
AIRTEL TATA
VODAFONE RELIANCE
IDEA OTHERS
1%
15% 10% 4%
70%
Series1
excellent
good
average
poor
LI OT T AN HE A T C R A E S
OPERATORS
10 5 Series1 10 20 55 0 20 40 60
O D A AF IR O I T N DE E E A L
R E
NO. OF PEOPLE
RESEARCH FINDINGS
Airtel enjoys high market share Hidden cost and confusing plans Network Connectivity Attractive Advertisements Major competition with Vodafone
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.
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