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Segmentation, Targeting andPositioning of

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STP Overview

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Segmentation

Geographical Variables:

Region wise ( Telecom Circles ) *

Metro Circles : Cities of Delhi, Mumbai, Kolkata

A Circles : Andhra Pradesh, Gujarat, Karnataka, Tamil

Nadu, Maharashtra

B Circles : Haryana, Kerala, Madhya Pradesh, West

Bengal, UP (East), UP(West).

C Circles : Assam, Bihar, Himachal Pradesh, Northeast,

Orissa.

* As per Indian Department of Telecommunications Report, 2007.

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Density of area : *

Urban (Cities Such As Mumbai, Delhi, Kolkata, Chennai

etc.)

Rural (Baramati, Khed, Saswad etc.)

Segmentation

* As per Indian Department of Telecommunications Report, 2012 .

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Segmentation

Demographic Variables:

Age and lifecycle:

From age group 15 to 24

25 and above

Senior citizens

Gender

Generation

Income

Prepaid

Postpaid

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Psychographic segmentation

Lifestyle

Personality

Behavioral segmentation

Brand loyalty

Occasions

Benefits

Usage Rate

Segmentation

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Launched In 1995

Affluent and Elite Working Professionals

High income group consumers

Targeting

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1999 - 2004

Increasing middle class

Brand of Masses

Targeting

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20042010

Youth - Individuality

Emotional Attachment with the Customers

Targeting

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2010 Onwards

Growing college going students segment

Increased youth involvement

Customer retention

Targeting

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It is the act of communicating companys offerso that it occupies a distinct and valued placein the customers mind

Lifestyle Positioning-Airtel Positioning based on use or application

-Tangible & Intangible Benefits

-mCheck, Airtel Live, music on demand-KBC and Indian Idol

-Ad campaigns

Positioning

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Tangible & Intangible Benefits

Airtel money

Airtel voice blog Learn Next

Alliances with

-Ericsson, Nokia Seimens

-Nokia Ovi Life Tools

-Radiomirchi MobileMirchi

-Britannica Encyclopedia Britannicaonline

Positioning

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Transition in Positioning

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1995 - 2002 2002 - 2010 2010 - Present

Power to Keep in

touch from 1995

1999

In 1999 it became

brand of masses as it

moved on to national

arena

Touch tomorrow(1999) signified the

capture of new

customers i.e the

middle class

Live Every Moment

(2002) A.R. Rahman

composed the jingle

Express yourself

(2003) tried to show

the emotional

attachment

It also tried to show theclearer picture of the

brand.

Dil Jo Chahe Paas

Layae (2010) this is to

signify it would deliver

values to customer that

they desire anywhere.

Har ek friend zaroori

hota hei campaign

encouraged the youthto connect with

everyone.

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Thank you !