1. A PROJECT ON SERVICE MARKETING OF - A IRTEL Group Members- Apurup Chakravarty Debottam Mitra Jeewander Singh Sidhu Joydeep Chakraborty Raushan Kumar

2. B ACKGROUND - Sunil Bharti Mittal (S.B. Mittal) laid the foundations of the New Delhi based Bharti Group in the 1970s. The group entered the telecommunication (telecom) industry during the early-1990s Bharti Tele-Ventures, a part of Bharti group, offered various telecom services such as fixed line, cellular, V-SAT and Internet services Bharti launched Airtel as a post paid cellular service in Delhi in November 1995. Over the next few years, the company redefined the way cellular services were being marketed in the country.

3. M ISSION - Meet the mobile communication need of our customers through-  Error free service delivery  Innovative product and services  Cost efficiency Values- We always put our customer first We will always trust and respect each other We will work through a process of continuous improvement

4. ELEMENT OF THE SERVICES MARKETING MIX - Product Price Place Promotion People Process Physical evidence

5. Product- Postpaid connections Prepaid connections Calling cards Airtel data cards Price- The prices are charged in accordance with Talk plans Roaming rates Special services

6. The pricing is effected by- Demand Government policy Cooperative objectives Industrial barriers Cost Competitors Place- It has wide and extensive presence even in remote areas Strong distribution channel Airtel customer care touch points

7. Promotion- Advertisement Hoarding Personal selling Internet Publicity Allotment of VIP numbers Special talk plan Reducing rates

8. People- Dedicated and passionate workforce Good and effective customer support Quality of personal relationships between company and clients becomes Process- Process of availing service is very easy and fast 24*7 customer support which can be availed from anywhere in India Strong network of distribution channel

9. Physical Evidence- Before and after sell documents Sim Bills Factory outlet Logo & color

10. B LUEPRINT -

11. A IRTEL POSITIONING STRATEGY -

12. Airtel has changed its positioning strategy from time to time-  It started with the tagline of “ POWER TO KEEP IN TOUCH ”- It aimed at the elite class of the society Convey power of instant communication Perception of aspirational and lifestyle brand  Then in 2000 it tried to change its position under a new campaign called “ TOUCH TOMORROW ”- o New campaign aimed to facilitate entry in new market o Started to capture mass market

13. In 2002 it again changed its logo with a tag line of “ LIVE EVERY MOMENT ”- A.R Rahman was choosed as the brand ambassador of airtel Prepaid connections were launched to aim lower end customers Project a persons desire to spontaneously communicate through word,emotion,sight,sound,thoughts and actions over boundaries In 2003 airtel repositioned its brand with “EXPRESS YOURSELF” campaign- o Highlight the capability of airtel’s performance and network coverage o Launched in regional language o youth icons like Shahrukh Khan and Sachin Tendulkar were brought in as brand ambassadors to attract youngsters

14. Recently Airtel launched a new campaign which was totally focused on the youth of the country “ DIL JO CHAAHE PASS LAAYE ” and has a new twist of “ HAR EK FRIEND ZAROORI HAI ” o It was aimed to make the brand trendier for the youth while attempting not to alienate its older target audience set

15. TARGET CUSTOMER POPULATION - High end customers Professional people Youth population Rural population as it has a network coverage even in remote areas Middle class people

16. SERVICE GAP ( S )- The central focus of the gaps model is the customer gap the difference between customers expectations and perceptions.The idea is that firms want to close this gap as far as possible The services gap generally happen because of four reasons- Not knowing what customer expect Not selecting the right service design and standards Not delivering to service standards Not matching performance to promises The main gaps which come in the case of Airtel are-  Customer care executives must be more attentive towards customers  Fast redressal of customer’s complaints.  Promising what they can deliver