Integrated Market Communication of Airtel

1. Presented By- Girish Gupta(10) Shivam Gupta(47) Swati Tripathi(53) Bharti Bhutani(65) Gaurav Gupta(66 )

3. Objective 2 Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. FIVE KEYS OF IMC Start with the customer Use any form of relevant contact Achieve Synergy Build Relationships Affect Behavior Five Key Aspects of IMC

4. It is our endeavor to build an integrated business, leading to higher synergies & efficiencies and creating an organization that has a truly national character in every aspect of business operations. The new structure will help us transition towards a customer focused organization while building sustainability & scalability to seamlessly manage 100 million customers and beyond. The new organization has been designed to enable strong corporate governance whilst ensuring operational freedom, through functional & matrix reporting relationships.” AIRTEL IMC BY Mr. SUNIL MITTAL

12. Source: R.S Kaplan and S. Anderson , “Time Driven Activity Based Costing” Contribute to more than 100% of profits Customers requiring investments Break even customers Customers contributing negatively to profits … Customer Segmentation is a must ! Contribution to Overall Profitability

19. "We want to create channels like television on mobile phones and generate both differentiation and revenues from it. And we believe that these channels could be on cricket, bollywood and music. Why should not a consumer enjoy all these on mobile when he can enjoy these on television!" Hement Sachdev ,Director Marketing, Bharti Enterprises Source: Mint, November 2007 FUTURE STP

25. Bharti Airtel leads the pack in terms of television ad volumes . T. V. ADs

26. A boy travels to his home town atop a bus and walks past a river... A boy travels to his home town atop a bus and walks past a river... world... ...to get to his grandfather’s home amid green fields. Seeing him, his grandmother thinks he is her son... ...but he tells her, “Nahin dadi. Main Raj. Aapke Gajju ka beta!” She tells her husband, “Dekho kaun aaya hai, tumhara pota.” But the grandfather says in anger ... ... “Ab yeh kya lene aaya hai? 22 saal se iske baap ne baat tak nahin ki.” At this, the boy replies... ... “Wohi to karvaane aaya hun daadu.” He dials his father’s number and hands the phone to him. His father apologises on the phone to which the grandfather replies, “Baap ko rulaega kya?” Voiceover: “Kuch badhan atoot hote hain jaise...” “ ...Airtel ka network. Desh ke har koney mein, aapke saath.”

27. 'Touch tomorrow‘ (1999) 'Live Every Moment' (2002) 'Express yourself‘ (2003) COMMUNICATING VIA TAGLINES 'Power to keep in Touch‘ (1995)

29. The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. The USP is clear: feel proud of your country, and, by, extension, Brand Airtel. The single-minded focus is to cash in on the I-Day fever. AIRTEL- JAI HAI AD CAMPAIGN

32. 2002 3 OCT, 2003 2006 Vidya/Madhvan, 23 rd april/2 nd feb,08 Signed as B.A for Airtel 2002 3 OCT, 2003 2006 2 nd feb,08 Signed as B.A for Airtel

33. RESPONSE HEIRARCHY MODEL AWARENESS Interest Desire Action

38. CONTD…. The business-to-business communication is focused on a series of print ads, all of which show images of smartly dressed executives engaged in non-business activities: rowing boats, playing golf and so on. .