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Airtel - Positioning (And Repositioning)
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TABLE II
AIRTEL SERVICES |
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Voice Based Services:
Voice Mail
Call Conference
Dial a Service
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Call Management Services:
Call Line Identification (CLI)
Call Wait/Hold/Divert |
SMS Based Services:
SMS Games
Text Messaging
Information Services
Net 2 Cell
Mobile Messenger
Mobile Chat
Ringtones and Logos
Star Peep
Flash & Blink SMS
Vernacular SMS
Traffic Update |
Others:
STD/ISD
Airtel Roaming
Airtel Roaming Lite
32K Sim Card
Easy Roam East |
Source: www.cal.airtelworld.com
During the late-1990s, many international players such as
‘Orange'announced plans to enter the Indian market. The global telecom market
was getting saturated and these companies were searching for countries with
untapped potentials to increase their markets. India being one of the fast
developing nations with a vast population base was being seen as a high
potential market.
Apart from international players, many domestic players also entered the
segment. This increased the
competition in the sector. In the light of these
changes, Bharti realized the need for repositioning Airtel to increase its
market share. Rather than focusing on the value (delivered by the services), the
company chose to address the visual benefits delivered to the customers. In the
words of Hemant Sachdev (Sachdev), Director (Marketing), Bharti Group, “Instead
of the value-proposition model, we decided to address the sensory benefit it
gave to the customer as the main selling tack. The idea was to become a badge
value brand.”
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Continued....
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