Secrets of Airtel Marketing Strategy
Airtel Marketing Strategy
Indian Airtel is among the top ten leading mobile telecommunications India MNCs functioning in more than 20 countries in Asia and Africa. Airtel marketing strategy is attractive and made for the masses. It also holds the title of Indian integrated telecom facility provider and controls 22 circles of telecoms in this country.
Three Basics of Airtel Marketing Strategy:
Segmentation
It is the first basic approach Airtel uses. It utilizes a mix of segmentation approaches to facilitate the customers in Call, SMS Plans, VAS-Data, prepaid & post-paid plans, and call tunes. After segmenting the services for different regions of the country, it also offers the best segmentation services for different ages, religions, social and income groups.
Geographic:
Airtel operates according to the wishes of its people (customers) in different geographic directions. It comes with unique plans favorable for these people. With the passage of time, Airtel has introduced numerous targeting campaigns for young, mature and even for kids using the services such as “Jo tera hai wo mera hai” or “Har ek friend jaruri hota hai.” The newest plan launched by this company is “One Touch Internet” which targets Gen X and Baby Boomers.
Positioning in the Market:
This company enjoys a top position among India’s most favorite mobile services. It receives more preference from mobile phone users looking for the best cellular networks. Airtel has a new logo which makes it more attractive, relevant, and energetic and a preferred international brand. Today, it is known as a Torch Bearer in the Indian Telecom Industry.
Airtel Marketing Strategy
Motive: “Desire to get and keep clients for life”
Vision: “Airtel vision is to improve the living standard of our clients. Our passion is to keep our clients throughout their lives by providing exceptional service.”
Tagline: Airtel desires to have an emotional bonding with the users.
Competitive Benefit in Airtel Marketing Strategy:
Airtel is continuously extending its network for Indian phone users with the help of a partnership with Vodafone. It also created the Indus Tower for better network formation. It has now an extended network in all important parts of the country offering a competitive edge to the customers with the lowest operational costs, better coverage, high network connectivity, and superb customer service.
Airtel creates sustainable benefits for customers through its superb network. The network depends on modern telecom towers having low operational costs for the service providers. In most cases, local network or cellular companies rent the Airtel towers rather than installing a new one. Airtel keeps a big budget for promotion and advertising the services helping the customers to learn more about the benefits.
The Leader in the Cellular Market
These things make it a leader in the cellular market. This company always takes care of what is said in the promotions. Word of mouth is the strongest point of this service. Innovation and new products make Airtel more popular among users. It has numerous attractive offers such as Prepaid, Hello Tunes, Airtel Live, M-check, and My Plans. There is no ending to this list. Airtel operates with the help of four strategic business units (SBUs). All these units are present in the BCG Matrix.
Largest Network of India Cellular Industry:
Airtel has captured the Indian market with more than 27.2 % market shares in the cellular industry. It also feels proud of its largest network of customers in India. These things make it a preferred and most favorite network in the country.
Airtel is also famous for its tele-media services. It offers superb fixed-line services after forecasting a huge decrease in the industry because of the reduced number of cell phone users in India.
Airtel presents high-speed broadband, a special service highlighting the name of Airtel in the industry. It covers an area of 126,357 km of the installed fiber network. They are also seeing to upgrade the network by bringing new broadband technology. It would increase the market share as well as the customer range of this company.
Recently, the company’s website reveals that with a clear line of sight, wireless optical communications technology can transmit data at speeds up to 20 Gbps.
Business for Large Entrepreneurs | Airtel Marketing Strategy
First of all, Airtel is always helpful to customers in India. Furthermore, it offers unique packages and services to corporate and commercial users. Big organizations and companies using their network for communication get special advantages. Employers looking for top services for their employees can easily buy lucrative deals.
Digital TV services are excellent as they cover 18 % of the market shares. The DTH service is among the top dish TV services in competition with the leading TATA Sky in India.
Distribution Strategy of Airtel:
Airtel introduces an effective but simple channel structure. It utilizes a distribution network system of 2-Tier and 3-tier. It has Urban Distributors in the 2-Tier system. On the other hand, they distribute the items with the help of these UD’s to all retailers in India. The items get delivered according to the local demand. The retailers can transfer the balance using a FOS SIM that functions under UD.
In contrast, the 3-Tier distribution system is for rural users where Rural Distributors (RD) are present. Now users can transfer easy load (balance) into the RD’s SIM. This balance is then transferred to the retailers. On the other hand, company officials are also working to deliver the best experience to customers in the entire network. They come with special corporate deals and plans for users.
Brand Equity
It is a special part of Airtel’s marketing strategy. Top of Mind Awareness (TOMA), Average Revenue per User (ARPU), AND an extensive distribution system are also serving more than 300 million users. These users are basically helping Airtel to create a superb deal including the best technologies. Today, it has technological and telecommunication brands serving customers’ evolving needs. Furthermore, this company is famous for its marketing and branding efforts. This is why Airtel has transformed the logo to be more energetic, stronger and young.
Competitive Analysis and Market Analysis:
Airtel is competing with numerous leading services in India. It is a huge competitor of TATA, MTS, and others. Companies such as Aircelwho, Uninor and Vodafone consistently try to give Airtel a tough time. However, Airtel’s strategies seem to win the race.
Customer Analysis
Airtel is a favorite for everyone. It is a preferred network for B2C and B2B clients in India. Cellular plans and deals are more economical for middle-class users. It is equally useful for the growing corporate sectors looking for A-class services.
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