NTEGRATED SERVCE MARKET

COMMUNCATON
NTEGRATED MARKET COMMUNCATON
The dramatic changes in the marketing
communications over last few decades
have challenged the market communicators
to use techniques that will :-
- Break through the communication clutter in
the market place.
- Reach audience with interesting and
persuasive messages.
- Assure that Marketing Communication
nvestments yield an adequate return on
investment.
ive Keys of MC
Five Keys of
IMC
START
WTH THE
CUSTOMER
USE ANY
RELEVANT
CONTACT
AECT
BEHAVOR
BULD
RELATON-
SHP
ACHEVE
SYNERGY
SWOT
$97eng9s:
ExceIIen9 Ma7e9ing.
Good PIans and $e7vices
Wide cus9ome7 base.
$uccessfuI in97oduc9ion of 3G.
Tie ups wi9 fo7eign companies 9o imp7ove ope7a9ions & 9o go
gIobaI.
Good b7and equi9y.
Good dis97ibu9ion ne9wo7.
Weaness:
Imp7ope7 cus9ome7 se7vice.
Cus9ome7 compIain9 7a9es a7e ig acco7ding 9o TRAI.
Ne9wo7 Cove7age Issues.
2008-09 2009-10 Dec-10
Customer Complaints 773 1736 1062
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Cus9ome7 CompIain9s
ppo79uni9ies:
Un9apped 7u7aI ma7e9.
GIobaI ma7e9.
T7ea9:
In97oduc9ion of MobiIe numbe7 po79abiIi9y (MNP).
P7ice compe9i9ion f7om Vodafone and Idea.
50%
36%
14%
Ba79i Ai79eI
Subscriber
n
Subscriber
Out
Net Addition
RE-BRANDNG ANALYSS
+
=
+
=
RST MOVER ADVANTAGE
AIRTEL
RURAL STRATEGES
The firm covers almost 400,000 villages across ndia
Bharti Airtel's success as a phone firm has expanded
rapidly in Bihar, piggybacking on some 500 distributors
and 55,000-60,000 retail outlets selling Airtel cards.
Bharti Airtel's "Matchbox strategy worked wonders for
the company.
MC TOOLS USED BY ARTEL
Advertisements
Sales Promotions
Direct Marketing
Public Relations
Publicity
Events
ARTEL ADVERTSMENTS
Airtel basically uses two appeals to connect with their
target audiences-
Emotional Appeal
Humorous Appeal
COMMUNCATNG VA TAG LNES
POWER TO KEEP N TOUCH (1995)
TOUCH TOMORROW (1999)
LVE EVERY MOMENT (2002)
EXPRESS YOURSEL (2003)
DL JO CHAHE PAAS LAYE (2011)
NTERNET ADVERTSEMENTS
Massive advertising through
Google
Bidvertiser
Sponsoring Online Games on Zapak.com
ARTEL BRAND AMBASSADORS
OVER THE YEARS
SALES PROMOTON
riend's Plan
Campus Plan
Ladies Plan
Happy Hours etc.
CAMPAGNS
Airtel has created some highly acclaimed campaigns like
Leadership Campaigns
Quality Time Campaigns
Magic Dalo
Say Hello Launch Campaign
Magic Hai Toh Mumkin Hai Campaign
Health Campaign
Grameen Mobile Puratchi
Har Ek riend Zaruri Hota Hai
DRECT MARKETNG
Airtel offers the following services to its corporate clients-
Mobile Services
Voice Services
Sattelite Services
Managed data and nternet Services
Managed Customized ntegrated Solutions
PUBLCTY AND EVENTS
Sponsored various T.V Programmes like
Big Boss
ndian dol
Champions League Twenty 20
ormula One Race
Delhi Golf Tournament
Delhi Half Marathon
Border Gavaskar Trophy etc.