COMMUNICATION

INDUSTRY:MOBILE PHONE SERVICE

PROVIDERS
Steps in effective communication
Determ Design
Identify Select Establis Decide
ine commu
target channel h media
objectiv nicatio
audience s budget mix
es ns

Measure
results

Integrated
marketing
communication
s
 mkt.share

11.5
10.8 20.8
airtel reliance vodafone

6.8
17.1 tata aircel idea

11.4
16.8 bsnl
year Total Growth Airtel Growth Hutch Growth Docomo Growth
subscibe rate(%) subscrib rate(%) subscrib rate(%) subscrib rate(%)
2002 6.68

2003 13.3 99.1 4.9

2004 35.61 62.65 11 55

2005 56.95 37.5 15 26 8.5

2006 101.86 44 22 50 10 15

2007 162.53 37 53.63 58 38(vod) 73

2008 498.4 67 165.5 67 49.2 22

2009 602 17.2 180.47 8 113.1 56

2010 752.19 19.6 240 24 173 34.6 41

2011 771.8 59.1 30.6

Note:The subscribers are in millions

Product Life cycle
771

602
498.4
162.5

94 2000 2004 2011

 B
R AIRTEL VODAFONE(HUTCH) DOCOMO
HUTCH(2005-2007)
A VODA(2007……..)
N
TIME SLOT D
1.REGIONAL
AWARENESS EVENTS
2000-2004 2.TV ADDS
(INTRODUCTION) 3.HOARDINGS

1.CELEBRITY 1.CREATIVE
ENDORSEMENTS ADVERTISEMENTS
2004-2009 2.TARRIF CATALOGUES 2.HOARDINGS
(DEVELOPMENT) 3.KIOSK LABELS 3.KIOSK LABELS
4.TV ADDS 4.TARRIF CATALOGUES
5.HOARDINGS 5.COMMUNICATING
CHANGE
1.FREE SIM CARDS 1.FREE SIM CARDS 1.CREATIVE
2.NEWS PAPERS 2.ZOO-ZOO ADDS ADVERTISEMENTS
2009-2011 3.TV ADDS 3.PRINT MEDIA COMMUNICATING
(MATURITY) 4.HOARDINGS 4.IPL PRESENTING SP... TECHNOLOGY
5.DAY-OUTLETS 5.DAY OUTLETS 2.CELEBRITY ENDO….
3.ALL MEDIA
COMPETITOR USING
 Airtel

•  celebrity endorsements, loyalty rewards,

discount
coupons, business solutions and talk time
schemes.
• AIRTEL has used most number of
celebrities for advertisements. The list
includes-Sachin, Shahrukh, Rehmaan, Saif Ali
Khan,
Kareena Kapoor, Zaheer Khan Etc.
 Continued………………………………….
• Till 2004 Airtel used television, news papers, and
hoardings
• In 2005 it started advertisements in the famous
sites like youtube
• As youth and business class are the main
segments it made A.R.Rahman has its brand
ambassador in 2005
• After that for targetting youth it used cricket and
bollywood stars(2007-till date)
 Vodafone(Hutch)
• Hutch target is mostly student community and
youth
• It emphasized on creativity rather than
celebrity endorsement.
• Vodafone zoo-zoo is a biggest hit of the
decade.
• The response for these advertisements is
huge(subscriber growth rate:56%)
 Tata Docomo
• New technology
• Late entrant
• Emphasized on communicating the
technology(1p/s)
• Successfully grabbed 8% of market share.
• Ranbir kapoor is the brand ambassador
• Even market leader has been alerted.
 IPL4
Knight Riders: Nokia, Tag Heuer watches and HDIL
Mumbai Indians: Mastercard , Adidas
Deccan Chargers: Jaypee Group & Nike
Delhi Daredevils: Hero Honda, Religare & Adidas . Radio
Mirchi will be their radio partner.
Kings XI Punjab: Spice, Coca-Cola & 9x , Provogue
,Pearls
Rajasthan royal: Bajaj Allianz
Chennai Super Kings: Aircel Cellular and Reebok Also
they have chosen Radio One, Chennai as its radio
partner.
• Total number of viewers for first 15 matches is
130 million
• Advertisers have spent Rs. 800-900 crore till
now
sample
THANK YOU