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Published by: ritikrock6 on Feb 04, 2011
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ScribdUpload a DocumentSearch Documentsdocument collections iconpublishers icondocuments iconscribd pages iconusers iconExploreTri_11x6Documents* Books - Fiction* Books - Non-fiction* Health & Medicine* Brochures/Catalogs* Government Docs* How-To Guides/Manuals* Magazines/Newspapers* Recipes/Menus* School Work* + all categories** Featured* RecentPeople* Authors* Students* Researchers* Publishers* Government & Nonprofits* Businesses* Musicians* Artists & Designers* Teachers* + all categories** Most Followed* Popular* Sign Up* * Log In1First PagePrevious PageNext Page/ 52Sections not availableZoom OutZoom InFullscreenExit FullscreenSelect View ModeView ModeBookSlideshowScrollReadcast
 
Add a CommentEmbed & ShareReading should be social! Post a message on your social networks to let others know what you're reading. Select the sites below and start sharing.Readcast this DocumentTransparentLogin to Add a CommentShare & EmbedAdd to CollectionsDownload this Document for FreeAuto-hide: onQuantcastAPROJECTREPORTONMARKETINGSubmitted in the partial fulfillment in Bachelor of Business AdministrationSubmitted To:Submitted By:Mrs. Manju GuptaJaspreet BajajProject GuideRoll no.BBA 3rd SEMMaharaja Agarsen Institute of Management Studies(Affiliated from Guru Gobind Singh Indraprastha UniversityKashmiri Gate, Delhi)ACKNOWLEDGEMENTI would like to take an opportunity to thank all the people in collecting thenecessary information and making of the report. I am grateful to all of themfor their time and wisdom.My project becomes a reality only because of cooperation of many peoplewho had helped me in completing this project. I sincerely extend mygratitude to Mrs. MANJU GUPTA who has given me this goldenopportunity to have an insight in the corporate world and who has been asource of guidance and support.JASPREET BAJAJCERTIFICATEThis is to certify that JASPREET BAJAJ BBA 3rd SEM student fromMAHARAJA AGARSENINSTITUTE OF MANAGEMENT STUDIESaffiliated to “Guru Gobind Singh Indraprastha University, Delhi” hascompleted her project under my supervision. She made this project to myentire satisfaction and as per requirement of the course.Mrs. Manju GuptaProject GuideAwards for the year 2006-2007•BHARTI AIRTEL DRAWS TOP HONORS AT THE MIS ASIA ITEXCELLENCE AWARDS 2006•BHARTI AIRTEL AMONG THE TOP 10 BEST PERFORMINGCOMPANIES IN THE WORLD ACCORDING TOBUSINESSWEEK IT 100 LIST.•SUNIL BHARTI MITTAL IS THE “CEO OF THE YEAR” ATTHE FROST AND SULLIVAN ASIA PACIFIC AWARDS 2006AND BHARTI AIRTEL BAGS “WIRELESS SERVICEPROVIDER OF THE YEAR” AND “COMPETITVE SERVICEPROVIDER OF THE YEAR”.
 
•BHARTI TELE-VENTURES IS THE “BEST INDIANCARRIER” AT THE TELECOM ASIA AWARDS 2006.AirTel: Appropriating the value of 'expression'Over the last couple of years, the market has grown considerably, withdeeper penetration and wider usage of voice and data services, accompaniedby much higher competitive intensity," Atul Bindal, chief marketing officer,Bharti TeleVentures, expands on this. "In this context, differentiating merelyon network, coverage and SMS is just not enough. You need to go beyondall the rational identifiers - which are prerequisites in any case - and connectat a deeper level. We needed a strong differentiator in an increasinglycommoditized and crowded market. We found this differentiator in a corehuman truth that defines our category - which is that there are momentswhen you need to make your point, when you need to be heard. Expressingand communicating are perhaps two of the most basic emotions.Air Telenables you to make your point in the most expressive way, anytime,anywhere. The campaign is towards owning this through 'Expressyourself.' We believe 'Express yourself' allows us to connect at a deeperlevel and create a long-term platform for the brand."For AirTel, the challenge also lay in presenting a unified 'face' to theconsumer. This assumes significance when viewed in the light of thecompany's pre- and post-paid communication, which, in the past, had beentreated very differently. Brand image, as a result, was being driven in twodifferent dimensions. "Brand AirTel is a category leader straddlingcompletely different market segments such as consumer, business andcorporate, as well as different voice, data and payment platforms," saysBindal. "'Express yourself' enables the brand to unify and connect across theentire base of our existing and prospective customers."One of the most obvious benefits of owning a property such as 'candidexpression' (and 'Express yourself') is the expansive nature of the thought."The moment you have as broad a canvas as 'Express yourself', it becomeseasy for anyone working on the brand to come up with new ideas andexecutions. That's what makes a good campaign idea," observes Rediff'sPrashant Godbole, who, along with creative partner Zarvan Patel, conceivedthe campaign. This is just the proverbial tip of the iceberg, Patel adds. "Wewill be taking the idea forward in many different ways in the forthcomingwork," he informs. Patel also credits his creative team for "fleshing out theidea".In October 2002, Magic led the market, with 30% of the market share.Bharti claimed that its strategies were one of the most ambitiousexperiments ever in the Indian pre-paid cellular telephony market. However,given the increasing competitive pressure, doubts were being expressedregarding the ability of Bharti's marketing initiatives to help Magic retain its'Magic' in the future.AIRTEL BROADBANDBharti Televentures is the fixed line operator business of Airtel. In the recentbranding exercise, all the services have been offered under the Airtel brand. Data is the next driver for growth. This is clear to the operators who have belatedly realized the implications for having a pie in all the segments of telecommunications. Hence Bharti ventured in the broadband market.However, the main contention in the broadband market is the price offeringwhich includes the bandwidth costs as well as the cost of laying down thecopper wire. Typically, in the mentality of the profit making exercise, Airtelhas so far focused only in those areas where it perceives that a huge market

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