Professional Documents
Culture Documents
ADVERTISING
STRATEGIES OF AIRTEL
PRESENTED BY – MANISH PANWAR
ABHISHEKH
BHARDWAJ
DEEWAKAR JHA
AYUSH BANSAL
INTRODUCTION
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OFFERED
SIGNIFICANCE OF VARIOUS
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SERVICES
Airtel Live a multi access entertainment portal on the
mobile with the most comprehensive content in the
spheres of movies, music, sports and mobile games.
BRAND LOGO
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MEDIA MIX
Airtel Used Strong Media Mix
• Television
• Online
• Outdoor
Television
• It produces a high reach and frequency of airtel’s
primary and secondary market.
• Goal of Airtel is to reach 75% of 18-40 years.
• Airtel focused on television because:
• Their Primary target market is watching 22 hours
television a week
• Reach of television is quickly build as compared to
the print media.
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Outdoor
• Primary target market drives 162 km and
secondary target market drives 190 km a week.
• It builds very high frequency quickly over a short
period of time.
ONLINE
Airtel has chosen online advertising:
• Target audience spends 14 hours online and it is a
medium whose use is increasing for the younger
demographic.
• Cost effective medium with a much lower total cost
for an entire year.
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ADVERTISING OBJECTIVES
Reach audience with interesting and persuasive
messages.
Breakthrough the communication clutter in the
market place.
Influence the behaviour of its target audience.
Attain new customers and increase the number of
relationships.
The keep their target audience and existing customers
updated about their new products, promotions and
service reliability through emotions.
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TARGET AUDIENCE
Sanjay Kapoor, Bharti Airtel chief executive for
India at a news conferences in New Delhi March
11, 2010, said “Our target audience for bharti’s
services is India’s 560 million youth”.
Airtel Brand is all about Teenagers, youngsters,
special relations family, friends, love breaking of
communication barriers.
Bharti airtel has a huge customer base in India.
They basically target customers on the basis of age
and occupation
Age: 18-30
Working people (age>25)-middle income-higher
income group.
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Advertising Strategy
• Airtel uses two appeals to connect to its target
audiences:
• Emotional Appeal
• Humorous Appeal
Budget
• Airtel has total Advertising budget somewhere
closer to Rs. 700 Crores annually.
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863,102 fans from the start of July till October 21, a percentage increase of 320.6. There
has been a steady rise since the start of September which can be credited to its contest
in July. The fan count then was 130 while it has more than 1300 now. Earlier,
the content strategy mainly involved tweets and retweets about F1 alone but it
has evolved since then as Airtel started running a Twitter hashtag contest
#airtelIndianGP which has been the primary reason for its follower count.
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HUMOROUS APPEAL
The Humor Appeal is one of roughly twenty
advertising strategies that marketing professionals
use to persuade people to buy a product, pay for a
service, donate to a cause, or otherwise be persuaded.
The Humor Appeal persuades people to like a
company, brand, product, service, or idea by making
them laugh and feel good.
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