AIRTEL MAGIC

INTRODUCTION
Bharti Airtel is the leading .
First private players to enter cellular sector.
Launched “AIRTEL” post paid services in 1995.
Revolutionized the cellular market in India.
First cellular operator to launch showrooms AIRTEL
CONNECT.
Launched “Prepaid cellular services "under the Magic brand in
January 1999.

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 SEGMENTATION
Focus more on all 23 telecom circles in India and 4
metros( Delhi, Kolkata, Mumbai and Chennai).
Based on size and importance of circles, services are to be
provided to all the people across the country.
Including all categories A,B & C ,to stay ahead in the
competitive industry consisting of 22 private players.
HYDERABAD-GEOGRAPHIC SEGMENTATION

Hyderabad is now known as “GREATER

HYDERABAD”-includes five districts:
16 mandals in Hyderabad district (entire
Hyderabad District)
22 mandals in Ranga Reddy district
10 mandals in Medak district
5 mandals in Nalgonda district
3 mandals in Mehboobnagar district
 DEMOGRAPHIC
SEGMENTATION
Based on the population as per the recent census.
Based upon income levels (high and low) of all the
people in and around hyderabad.
Behavioral segmentation
Focus on different lifestyles and beliefs of all
categories of people.
 TARGETING
Mostly the youth adults of urban and rural areas.
Elite, up market professionals and entrepreneurs of all
fields.
Focus more on low income groups of urban and rural
areas.
Better services are to be provided to daily and weekly
labourers in urban, semi urban and the rural areas.
 POSITIONING
‘Airtel’ as an aspirational and lifestyle brand
in India.
Customer - defined business process
Easy recharge
Making it as a recognizable brand in Indian
cellular sector- “MAGIC BRAND”.
 MARKETING
STRATEGIES
Charge the users on a per second basis .
Getting back the 1p.s sms scheme or give 500-1000 sms's for free .
The recent talks of Bharti with MTNL have failed. It has to be  regarded as good news
for Bharti, since according to the rules of the African Govt Bharti needed to acquire the
entire MTNL company if it acquired the stake of 51% which they desired. So now it can
initiate talks with other global telecom majors like At&t to boost its performance.
Target the software  employees.
Reducing the in-air outgoing and incoming call rates .
If it acquires the 3G license tender which is to be held by this year  end(most probably it
will acquire because of its P/E and financials).
Virtual sims.
CONCLUSION
Cut down the tariffs prices.
Endorse the brand .
Rural areas-skits and plays .
Value-added services and special offers
Marketing strategy should be continuous
improvement through people involvement.
 THANK YOU
IF YOU CAN DREAM IT ,YOU CAN DO IT’
‘

- Walt Disney