Airtel Marketing Strategy

Integrated Marketing Communications

Group-8, Sec-C

Ajit, Anuj, Prateek, Rohit, Vaibhav

AIRTEL: Evolution
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Founded: 7th July 1995
First mobile phone company in the world to outsource everything except marketing and sales and finance operates in 20 countries across South Asia, Africa and the Channel Islands
The largest cellular service provider in India

4P+2P+3P for AIRTEL
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4P’s
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Product:
Airtel is the fifth largest telecom operator in the world with about
230.8 million subscribers across 19 countries
 It provides mobile, fixed telephony as well as broadband and subscription television services
 Airtel won 3G licenses in 13 telecom circles of India
 Product differentiation is limited so main USP is uninterrupted services and troubleshooting support
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Price:
Price in the telecomm industry are close to similar, hence main focus is on customized payment plans
 User is free to choose between plans which favor cheaper SMS‟s or calls  Pay-per-second of usage v/s Pay-per-minute of usage is the latest attraction 

4P+2P+3P for AIRTEL
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4P’s
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Promotion:
 Promotions

are usually in multiple formats as discussed further in

slides
 Main focus is connectivity, customized plans as well as dependable network 

Place:
 Airtel

has separate plans for each of the regions
 Rural customers get more support and focus is on basic services
 Urban customers are main targets for value added services and accordingly Airtel designs its product offerings and communication plans 4P+2P+3P for AIRTEL
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2P’s
 People:
 Involvement

of people with Airtel has increased with campaigns like “har ek dost zaroori hota hai”
 Final offerings are also highly customized to friend group discounts and so on
 Pack

Design:

 Pack

design is kept red to re-inforce Airtel Brand
 Description of Plans is also evident

4P+2P+3P for AIRTEL
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3P’s
 Peer -to-peer:
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