AIRTEL – STP and VALUE ADDED SERVICES

 SEGMENTATION

Airtel segments its market on the basis of states in India as they have different plans for different states.

According to the tastes and preferences of each region Airtel handle them independently and with different campaigns.

With the successful operation in twenty countries across Asia and Africa, Bharti Airtel is leading as a telecommunication company.

Region Wise:

• East Region (West Bengal, Assam, Arunachal Pradesh etc.)
• West Region (Gujarat, Rajasthan, Maharashtra etc.)
• South Region (Andhra Pradesh, Karnataka, Kerala etc.)
• North Region (Punjab, Haryana, Himachal Pradesh etc.)
• Central Region (Madhya Pradesh, Chhattisgarh, Jharkhand etc.)

Density of area:

• Urban (Cities Such As Mumbai, Delhi, Pune, Jaipur etc.)
• Semi-urban (Nasik, Aurangabad, Ahemadnagar etc.)
• Rural (Baramati, Khed, Saswad etc.)

Demographic variables:

• From age group 18 < 35
• 35 and above

Income:

• Prepaid and post-paid

Behavioral variables

Brand Loyalty:

It can also be segmented on the basis of the loyal customers and non-loyal customers of the brand. Airtel can provide various schemes and offers to the loyal customers to retain them with their product.

TARGETING

Premium and Upper class people has been targeted by Airtel and the reason/ motto behind this is that only those segments should be targeted who actually value time and have the capacity to pay for that.

There was a huge pressure on Airtel during the introduction phase to get consumers across to hook up with their brand, because getting them to Airtel by their earlier brand and the main thing which was too tough is to switch their brand loyalty

Marketers was concentrating on Business class people previously but after getting a huge consumers and prices have declined Airtel started concentrating on further field

TARGETING AREAS

• Professionals by giving free calls in post-paid connections.
• Entrepreneur by giving various plans in which they may get internal calling free.
• Youth with the “FRIENDZ” Scheme.
• Targeting Students by introducing post-paid connection only for students and with zero rentals.

POSITIONING

The product is meant to be a business potency tool. a life-style revolution and a standing image. The stress is to get rid of idea that the mobile phone is a fashionable means of communication. Its everyday use goods and isn't any symbol of status

When it comes to Airtel everybody can remember the melodious, sweet music of its composed by A R Rahman.

AIRTEL BRANDING:

1. Memorability

• Easily recognized 
• Easily recalled

      2. Meaningfulness

• Descriptive
• Persuasive

      3. Likability

• Fun and interesting
• Rich visual and verbal imagery 
• Aesthetically pleasing

      4. Transferability

•    Transferability within and across product category
•    Transferability across geographic boundaries and cultures

      5. Adaptability

• Flexible
• Updatable

      6. Protectability

• Legally
• Competitively

VALUE ADDED SERVICES

The Start-Stop service by Airtel is wherever you'll be able to either subscribe or unsubscribe from the Value added services (VAS) of Airtel. Airtel customers will SMS 'Start' or 'Stop' to 121 (toll free). An SMS is sent acknowledging customer's request & advises them of successive step.

VAS may be a widespread telecommunications business term for non-core services, or, in short, all services on the far side normal voice calls and fax transmissions. However, it may be employed in any industry, for services available at very little or no price, to market their primary business.

• CD recording and delivery: Proceedings of the entire conference can be recorded, burned onto a CD and delivered within 48 hrs of the conference, anywhere in India.
• Customized list: Participant list of Investor Relations call along with log-ins, company information, chairperson name, location, conference start time and end time.
• Conference coordinator: Availability of professionally skilled conference coordinators to ensure that your conference is held smoothly.
• Dry runs: Provision of dry runs to test the call quality.
• Playback: Real time recording of the conference on the video bridge for listening to the conference at a later time.
• Question and Answer session: This tool is extremely helpful and provides the unique experience of having a complete Question and Answer session with participants across the globe.
• Transcription: The recorded conference can also be provided in a word format to the organisation.
• Polling: Use this service to get the mandate of the participants.
• Webcast: To play the conference on your company web portal use this facility.
• Data conferencing: Involves PC based applications, e.g. transferring files to different users, collaborate on a white board, sharing apps etc.