Airtel vs. Idea Stp Analysis

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  • Topic: Aditya Birla Group, Kolkata, Kumar Mangalam Birla
  • Pages : 4 (553 words )
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  • Published : April 15, 2012
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Submitted By•Aashish •Charmi Patel •Karandeep Arora •Mamta Sharma •Prakruti Andharia

Product

Airtel
• Parent company- Bharti Airtel India Limited. • Category- GSM Mobile Service Provider • Slogan/ Tag line- Express Yourself • USP- Top brand in India, Strong connectivity.

Idea
• Parent Company- Idea Cellular, Aditya Birla Group. • Category- GSM Mobile Service Provider • Slogan/Tagline- An Idea can change your life! • USP- Big brand, great services.

Segmentation: AIRTEL
 Basic segmentation is done on the basis of Regulatory

norms- i.e. Telecom circles based on states & regions  Further divided into geographic subcategoriesClass A Class B Class C  Market-wise, Airtel initially ventured in for the elite class, Corporates & young professionals requiring quality mobile telecom facilities. Its now provides all over India, across all urban & rural segments .

Segmentation: IDEA
 Telecom Circles  Middle & Upper Middle Class  Metro, Tier ½ cities, Rural areas  It is the common man’s cellular service

Targeting: AIRTEL
 Earlier, elite class above age group of 25 years.  Corporates, YUPS(Young Upward Proffesionals)  Youth – Acheivers & aspiring individuals, quality seekers.  Targeted Women & Senior Citizens with postpaid plans.  Later, Airtel started targeting across various geographical &

social classes of India.  It developed the ‘Matchbox strategy’- making airtel recharge cards available wherever matchboxes can be found.

Targeting: AIRTEL
 Later, Airtel started targeting across various

geographical & social classes of India.
 It developed the ‘Matchbox strategy’- making airtel

recharge cards available wherever matchboxes can be found.

Targeting: AIRTEL
 Being the first mover for quite some time India with

new services like Hello Tunes, Airtel Live, electronic recharge, Blackberry handsets etc, Airtel’s target market has been of those who are ahead of the curve, the educated, well-aware class of people who...
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