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.

21% HUTCH
0% AIRTEL
BSNL
50%
TATA INDICOM
29%
IDEA

Service provided by the customer care

4% 4%
yes, I m satisfied .
no , not satisfied.
can't say
92%

network connectivity

yes, I m satisfied.
no, not satisfied.
can't say

Cost satisfaction

10%
yes, I m satisfied.
no, not satisfied.
33% 57%
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.