Brand strength of a product or the health of a brand is measured by the

percentage score of the brand on the above aided and the unaided tests.

The figures show that Airtel is a healthy and a thriving brand.

Every company has a goal, which might comprise a sales target and a

game plan with due regard to Its competitor. Airtel 's campaign strategy

is designed keeping in mind its marketing strategy. The tone, tenor and

the stance of the visual ads are designed to convey the image of a market
leader in terms of its market share. It tries to portray the image of being

a "first mover every time" and that of a "market leader".

The status of the product in terms of its life cycle has just reached the

maturity stage in India. It is still on the rising part of the product life cycle

curve in the maturity stage.

The diagram on the left hand side shows the percentage of the users

classified into heavy, medium and low categories. The right hand side

shows the revenue share earned from the three types of users.

Airtel, keeping in mind the importance of the customer retention, values

its heavy users the most and constantly indulges in service innovation.

But, since heavy users comprise only 15 - 20% of the population the other

segment cannot be neglected.

The population which has just realised the importance of cellular phones

has to be roped in. It is for this reason that the service provider offers a

plethora of incentives and discounts. Concerts like the "Freedom concert"

are being organised by Airtel in order to promote sales. The media

channel is chosen with economy in mind. The target segment is not very

concrete but, there is an attempt to focus on those who can afford. The

print advertisements and hoarding are placed in those strategic areas

which most likely to catch the attention of those who need a cellular
phone. The product promise (which might cost different 1 higher) is an

important variable in determining the target audience.

Besides this, other promotional strategies that Airtel has adopted are .

(i) People who have booked Airtel services have been treated to exclusive premiers of

blockbuster movies. Airtel has tied up with Lufthansa to offer customer bonus miles on the

German airlines frequent flier's programs.

(ii) There have been educational campaigns, image campaigns, pre launch advertisements,

launch advertisements, congratulatory advertisements, promotional advertise-ments,

attacking advertisements and tactical advertisements.