STP analysis of Airtel
Introduction
Bharti Airtel is the Telecom giant from Bharti Enterprises. Airtel has a reach accross 23 telecom circles across India and is India's largest integrated service provider. It entered into telecom sector in 1985 . In 1992 it launched services in Delhi and launched its first showroom in Delhi. Since then its growth has been spectacular. It is the biggest telecom service provider in India and has expanded its footprint to African continent. The current market share of Airtel in India is as shown below.
Customer Segmentation
Airtel has been famed to have done extremely successful customer segmentation. Moreover it has evolved the brand over the years into what was the need of the day. At the very basic it divided the customer segment into telecom circles. It then divided the states into category A,B and C.
It identified demographics on the basis of Age.
During the years 1993-1998
It clearly identified segment above the age of 25 and belonging to the middle class or above in the Indian affluence pyramid.
The groups targetted in SEC were A,B1.
During the years 1999-2003
It increased its segments to tap growing India middle class by taking in the Segments B2,B3,C1,C2
During the years 2003-2008 and further
It started targeting you people as the total market share of 15-25 age group was 3-4%. It was a huge area to be tapped. So it changed its logo, tagline and TVC to cater to this group.
Targetting
During the years 1993-1998
It targeted only elite class above 25 years. Targeted class were generally Corporate people and business men.
During the years 1999-2003
Targeted youth with plans like 'YOUTOPIA'. It increased its segments to tap growing India middle class by taking in the Segments B2,B3,C1,C2
During the years 2003-2008 and further
Tried to target women and senior citizens by introducing post paid plans. Tried to cater to 15-25 age group by campaigns like Friendz and 'har ek friend zaroori hota hai'.
Positioning
During the years 1993-1998
During the years 1999-2003
Targeted youth with plans like 'YOUTOPIA'. It increased its segments to tap growing India middle class by taking in the Segments B2,B3,C1,C2
During the years 2003-2008 and further
Tried to target women and senior citizens by introducing post paid plans. Tried to cater to 15-25 age group by campaigns like Friendz and 'har ek friend zaroori hota hai'.
Positioning
During the years 1993-1998
Positioned itself in the premium category aimed at elite class of society. It created Airtel as an aspiration and lifestyle brand. The tagline was "power to keep in touch' The brand resonated leadership,everywhere, be it network, innovations, offerings or services. Sponsored events like Golf which particularly enticed the privileged class.
During the years 1999-2001
Changed the tagline to 'touch tomorrow' to cater to other segments of the population. New logo was designed to resonate the core values of the brand, leadership, performance and dynamism.
During the years 2001-2003
During the years 2003-2008 and further
The airtel logo was changed yet again. They tried to give it a more energetic and younger look. Advertisement was done in regional languages with emotional touch. Advertisement were made to highlight the capability of Airtel's network coverage. Used 360 degree marketing model for ex. it organized Airtel Scholar Hunt with NDTV.
During the years 1999-2001
Changed the tagline to 'touch tomorrow' to cater to other segments of the population. New logo was designed to resonate the core values of the brand, leadership, performance and dynamism.
During the years 2001-2003
Tagline : "live every moment'. Brand ambassadors like Sachin Tendulkar, Shahrukh khan and Kareena Kapoor were employed. The advertisement tried to change the whole look of Airtel in the minds of Indian consumers. The ad showed emotions and reactions which one will experience in a life time
During the years 2003-2008 and further
The airtel logo was changed yet again. They tried to give it a more energetic and younger look. Advertisement was done in regional languages with emotional touch. Advertisement were made to highlight the capability of Airtel's network coverage. Used 360 degree marketing model for ex. it organized Airtel Scholar Hunt with NDTV.
Conclusion
Airtel's marketing has been one of the success stories in Indian marketing spectrum. It has successfully created the image in the minds of the customers which it intended to. Being an aspiration brand in early 2000s to a vibrant youthful telecom service in second decade of 21st century.
