PRESENTATION ON AIRTEL MAGIC

PRESENTED BY:
BALWANT SINGH GURMEET SINGH GURVINDER SINGH MAHEK GUPTA

Introduction
y Bharti Airtel is india s largest cellular service

provider comee s into the market in 1990 s .In India cellular sevices were not too much popular at that time. Airtel entered into the market for premium class and where providing only postpaid services to its customers. When Airtel entered into the market there was very less competition in the market. Company was focusing on premium segment with high cost and with limitd services .

About Airtel Magic

y Airtel introduce Prepaid service with the brand name

Airtel Magic . y Companies operating period is divided into two phases. y Phase1 y Phase2

Objectives of Phase 1
y Attract infrequent users. y Provide rental free cell phone through magic. y Available to customers at various prices. y Available to customers at various places. y Promotion through add campaign.

Objectives of Phase 2
y Repositioning. y Targeting youth(15-30)- Romance lovers. y Changing Tag lines y Changing price strategies y Providing various facilities y Advertising strategies y Market expansion

Market segmentation
y Geographical segment

1. Metro politants 2. Major cities y Demographic segment

1.Income group

y Age group

Target Marketing
y People in towns and cities y Poor and middle class y Corporate and business class people

Positioning
y Tagline y Creating brands y Ads and promotions y Sponsored games

Marketing mix
y Price y Place y Product y Promotions

SWOT Analysis
y Strength
y y y y y

Maximum number of users Maximum facilities Maximum network coverage Better technalogy Stakeholders Lack of infrastructure Lack of investment

y Weakness
y y

SWOT cont d
y Opportunities
y y y

Tie ups Opportunity of better technology Expansion in rural areas Hard competition Threat from global market Threat from CDMA

y Threats
y y y

Conclusion
y Successful brand y Three pillars- connectivity, affordability, innovation y Using high promotional techniques

THANK YOU