Telecom Industry

Connecting the World

 PRESENTATION PLAN
 Industry Scenario
 Major Players in the Industry
 Four major Players in the industry
 Mediums of Advertising being used by the players
 Positioning Strategy
 Analyze the Advertising Objective

Basic Purpose

Recall Persuasion Model

AIDA
 INDUSTRY SCENARIO
 The Indian Telecom sector is third largest network in the world.
 Subscriber numbers already crossed 250 million.
 Average growth rate of over 40% in respect of subscribers.
 Monthly additions of above 7 million phones.
 Growth impetus from wireless segment with 84% wireless and
16% wired.
 National teledensity at 26%.
 Rural teledensity stands at 7%, while the urban at 57%.
 Further access is provided by 54 lakh PCOs and 5 lakh VPTs.
 9 million Internet and 2.5 million broadband subscribers.
 More than a thousand cities have been provided with broadband
connectivity out a total of five thousand cities
 MAJOR PLAYERS IN DIFFERENT SEGMENTS OF INDIAN
TELECOM INDUSTRY

Basic Services Operators

GSM Services Operators
BSNL
Airtel
MTNL

Vodafone
Reliance

Idea
TTSL

Reliance

BSNL
Internet Services Operators

BSNL
CDMA Services Operators

MTNL Reliance

Reliance
TTSL
TTSL
BSNL

Airtel
 BHARTI AIRTEL
 One of the Asia’s leading integrated telecom service provider has
pioneered several innovation in the telecom sector
 Bharti Airtel spend around Rs 170 Cr as Advertising Budget
 Major share goes to TV around 55% rest divided among the other
mediums like Print. Digital & Outdoor
 Airtel conducts various sponsored events like airtel Champions League
Twenty20 which adds up to their Brand Image
 VODAFONE
 Vodafone Essar is the Indian subsidiary of Vodafone Group, It is
the International mobile communication group
 Vodafone spends around Rs 200 Cr as an advertising Budget
 Heavy spend on commercials i.e 65%
 The Two iconic characters Vodafone Puppy & Zoozoo series has
generated a firm Brand Image
 The recent sponsored event in colors “Big Boss” by Vodafone
 BSNL
 BSNL is the World’s 7th Largest telecommunication company
providing comprehensive range of telecom services with a wide
network
 Only service provider making focused effort to bridge the Rural
Urban Digital Divide
 BSNL commercial with “Deepika Padukone” has increased its
recall factor
 BSNL is moderately present in Print, digital & outdoor
 They to follow the Sponsorship approach to increase the Brand
awareness
 TATA INDICOM
 India’s leading Telecom Service provider
 A Part of Tata Communications Ltd
 Tata Indicom releases around Rs 120 Cr as an
advertising Budget
 Heavy spent in Commercials & moderately in print,
digital & outdoor
 Listing out the Benefits approach didn’t work
 Tata Indicom repositioned itself with an emotional
appeal ex- Suno apne dil ki Awaz & Kashmir
Campaign
 As Sponsors there visibility is less
 OVERALL TV SPENT
 TV ad volumes have seen growth of 29% during Jan-sep 09
 High advertising share of 'food & beverages' sector on TV
during Jan-Sep '09

 'Toilet soaps' was the top category on TV during Jan-Sep '09

 Telecom services occupies 4th position with the 5% share

 'Hindustan Unilever Ltd' occupied the top position in the top

10 advertisers list on TV during Jan-Sep '09
 OVERALL TV SPENT BY TELECOM

 Telecom sector has seen a decline of 16% in TV ad volumes

during Jan - Mar '09 compared to Jan - Mar '08
 High share of 'telecommunication services' advertising on TV
during Jan-Mar '09
 'Sony Ericsson (India)' was the top advertisers under
'telecommunication equipments' and 'Bharti Airtel Ltd' leads
in 'telecommunication services' advertising on TV during '09
 Virgin vGlide Phones (slider) topped the chart of new
'telecommunication services' advertised on TV during Q1 '09
TOP FOUR ADVERTISERS OF
TELECOM SERVICES
ADVERTISERS % SHARE

Bharti Airtel 31%

Vodafone 21%

BSNL 12%

Tatateleservices 12%

Others 24%
CELEBRITIES ENDORSMENT IN TELECOM
 OVERALL PRINT SPENT
 Print ad volumes has seen decline of 2% during Jan-Jun ’09
compared to Jan-Jun’08
 ‘Education’ was the top sector in Print advertising during Jan-Jun
’09
 Service industry contributes 11%
 BSNL ranks 5th among the top advertisers in print advertising
TOP ADVERTISER IN PRINT
 OVERALL PRINT IN TELECOM
 ‘Telecommunication Services’ with 82% share leads in
Telecom Sector advertising in Print during Q1 ‘09

 ‘Bharat Sanchar Nigam Ltd’ was the top advertisers of

‘Telecommunication Services’ in Print during Q1 ’09

 Sales Promotional Ad campaigns accounted for 44% share

of overall ‘Telecom Sector’ ads in Print during Q1 ’09.
TOP 5 PLAYERS IN TELECOM SERVICES
 ADVERTISING OBJECTIVE
BASIC PURPOSE
 Increase the Brand loyalty
 Constant focus to spread awareness
 Price War among the players to persuade the
customers to shift
 Identify the requirements among the customers
 Constant creative change
 Introduction of various schemes & offers
 ADVERTISING OBJECTIVE

Recall-Persuasion-Relationship model
 Awareness of various telecom services are present
 Heavy spent on TV with the Celebrity icon makes
the comprehension very easy
 This builds Brand Attitude too
 This helps the Target group to persuade based on
the information available from the memory
 Recall of the brand must identifies the purpose of
the Brand

Thus this there is HIGH INVOVEMENT SITUATION

 ADVERTISING OBJECTIVE
AIDA

ATTENTION
Identify the specific requirement or create a need
through the creative's
INTEREST
Creative in relation to the customer need or favourite
celebrity endorsing the Brand showcasing the features
DESIRE
Provide customers with “Value for Money”

ACTION Buy
POSTIONING OF EACH PLAYER
 Airtel “Express Yourself” has created an emotional appeal
among the customers especially with the association of
Saif & Kareena The “Couple” factor has increased
 Vodafone with its Puppy has made its positioning “will
follow wherever you go” very clear, thus recall factor has
been generated
 BSNL with its celebrity icon Deepika Padukone, has
generated a wide appeal among the customers, with a
strong message that “We are a long time player”
 Tata indicom earlier positioning “Do more live more”
didn’t make that good impact, so they moved on to “Let
me tell you the benefits ” approach with actress Kajol as
the Brand Expert, In the present scenario they have taken
more emotional appeal”Suno apne Dil ki Awaz”
Thank You