BRAND POSITIONING

AND
BRAND PERCEPTION
 BRAND POSITIONING
BRAND POSITIONING Measures

1 2 Sy 7

P m
os b
Perceptual Mapping

i t ol

BRAND POSITIONING Measures

4
io ic

Statistical Techniques
ns
SURVEYS

Experiential Positions

Functional
120 85 Positions 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
 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

1. Sampling Techniques
 LIMITATIONS
1. Sample Size

2. Limited Area

3. Non Co-operative

4. Errors
 ANALYSIS
AND
INTERPRETATION
CONNECTIONS USED BY PEOPLE
2%
16%
32%

12%

14%
24%

AIRTEL VODAFONE IDEA

TATA RELIANCE OTHERS
BASIS FOR CHOOSING OPERATOR

1% 15%
10%

4%
70%

ECONOMICAL PROMOTIONAL
VALIDITY OPTIONS NETWORK COVERAGE
OTHERS
Do you give preference to advertisement for
choosing your operator?

40
35
30
25
NO. OF
20
PEOPLE
15 Series1
10
5
0
YES NO CAN'T
SAY
What do you think about the Airtel’s
advertisements?
7%3%

25%

65%

excellent good average poor

 Which operator would you prefer
(except yours)?
OPERATORS

E S
C R
N E 0
IA H

10
L T
E O

5
T

Series1
A
R

10
EA
ID T
NE

20
O
F

L
A

55
E
D

T
O

IR
V

0 20 40 60
A

NO.OFPEOPLE
 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