Description
PROJECT ON AIRTEL AD ANALYSIS
Airtel – Ad Analysis
Arpit Raj (IM-039) Nakul Patel (IM-092) Vishnu Sudhakaran (IM-191)
Team Lukas
• This ad is based on the STP model which explicitly segments the target group i.e. the youngsters (age group of 18-30yrs).
• Ad connects to the youth almost instantaneously
• Thus, it has targeted the age group that uses the maximum voice and data-services. • Airtel is positioning itself among its audience as a way to connect to and express the human emotions and relationships.
• Even the past ads of Airtel have been emphasizing on same lines as – “Express Yourself” and “Dil Jo Chahe, Pas Laye ”
Airtel – Ad Analysis
• This ad focuses on the Airtel as a brand rather than any particular telecom service or product.
• This ad does not target any particular telecom facility but projects itself as a strong medium to connect to your friends. • This ad simply tells the TG that Airtel as service provider is the best option they have • This advertise stand out in all telecom ads as it does not directly attack the competition and focuses on building brand Airtel solely • This ad attempts to strongly position itself in telecom market as a strong brand-preference
Airtel – Ad Analysis
• “Har Ek Friend Zaroori Hota Hai” talks about how every friend serves a special purpose, similar to different Airtel services
• • • • Lazy Friend ? Easy recharge & online bill payment Proxy Friend ? Career Guidance Kadkee Friend ? Talktime transfer Status Update Friend ? Update FB status
• In short, Airtel suits the need of everyone with its plethora of services!
Airtel – Ad Analysis
• Although, Airtel Ad is simple and has a potential to stick with people, but…
• The message is hazy – Not everyone can understand the implication of each friend as a service in one view • The specific services can be seen only after visiting the Airtel website
• It doesn’t even highlight fast-growing services like 3G
• While the youth can connect with this ad almost instantaneously, same is not true for all the age groups; it even misses the business class people which is a valuable TG
Airtel – What we think…
• Major competitors for Airtel are – Vodafone, Idea, Reliance and Docomo • Airtel v/s Vodafone
• Unlike Airtel, Vodafone has been segmenting it’s target groups based on services rather than age group
• Super Zoo-zoo for 3G, Game ad for entertainment services and so on.
• Vodafone also focuses on human relations like Airtel to lure in the customers but targets people from all age group.
• Ex. Vodafone’s “Happy to Help” ad • While Airtel’s take on friendship is “peppy & trendy”, Vodafone is more conventional making a viewer reminisce about his or her childhood days
Airtel v/s Rest
• Moreover Vodafone ad’s have a shortcoming – they are difficult to comprehend for semi-urban and rural customers
• Airtel v/s Idea
• Recently Idea ads have largely been focusing on the 3G service which has made it’s ads monotonous
• Airtel v/s Reliance
• Reliance ads have a touch of simplicity where they explicitly focus on services provided and is more of 4P oriented model
Airtel v/s Rest
• Airtel v/s Docomo
• Docomo ads have been service and customer oriented with a pinch of humor to them • It’s earlier ads “Keep it simple, silly” have been specifically been targeting on services and the current “Idli” ad shows it’s dedication towards the customers
Airtel v/s Rest
The End!
doc_692920780.pdf
PROJECT ON AIRTEL AD ANALYSIS
Airtel – Ad Analysis
Arpit Raj (IM-039) Nakul Patel (IM-092) Vishnu Sudhakaran (IM-191)
Team Lukas
• This ad is based on the STP model which explicitly segments the target group i.e. the youngsters (age group of 18-30yrs).
• Ad connects to the youth almost instantaneously
• Thus, it has targeted the age group that uses the maximum voice and data-services. • Airtel is positioning itself among its audience as a way to connect to and express the human emotions and relationships.
• Even the past ads of Airtel have been emphasizing on same lines as – “Express Yourself” and “Dil Jo Chahe, Pas Laye ”
Airtel – Ad Analysis
• This ad focuses on the Airtel as a brand rather than any particular telecom service or product.
• This ad does not target any particular telecom facility but projects itself as a strong medium to connect to your friends. • This ad simply tells the TG that Airtel as service provider is the best option they have • This advertise stand out in all telecom ads as it does not directly attack the competition and focuses on building brand Airtel solely • This ad attempts to strongly position itself in telecom market as a strong brand-preference
Airtel – Ad Analysis
• “Har Ek Friend Zaroori Hota Hai” talks about how every friend serves a special purpose, similar to different Airtel services
• • • • Lazy Friend ? Easy recharge & online bill payment Proxy Friend ? Career Guidance Kadkee Friend ? Talktime transfer Status Update Friend ? Update FB status
• In short, Airtel suits the need of everyone with its plethora of services!
Airtel – Ad Analysis
• Although, Airtel Ad is simple and has a potential to stick with people, but…
• The message is hazy – Not everyone can understand the implication of each friend as a service in one view • The specific services can be seen only after visiting the Airtel website
• It doesn’t even highlight fast-growing services like 3G
• While the youth can connect with this ad almost instantaneously, same is not true for all the age groups; it even misses the business class people which is a valuable TG
Airtel – What we think…
• Major competitors for Airtel are – Vodafone, Idea, Reliance and Docomo • Airtel v/s Vodafone
• Unlike Airtel, Vodafone has been segmenting it’s target groups based on services rather than age group
• Super Zoo-zoo for 3G, Game ad for entertainment services and so on.
• Vodafone also focuses on human relations like Airtel to lure in the customers but targets people from all age group.
• Ex. Vodafone’s “Happy to Help” ad • While Airtel’s take on friendship is “peppy & trendy”, Vodafone is more conventional making a viewer reminisce about his or her childhood days
Airtel v/s Rest
• Moreover Vodafone ad’s have a shortcoming – they are difficult to comprehend for semi-urban and rural customers
• Airtel v/s Idea
• Recently Idea ads have largely been focusing on the 3G service which has made it’s ads monotonous
• Airtel v/s Reliance
• Reliance ads have a touch of simplicity where they explicitly focus on services provided and is more of 4P oriented model
Airtel v/s Rest
• Airtel v/s Docomo
• Docomo ads have been service and customer oriented with a pinch of humor to them • It’s earlier ads “Keep it simple, silly” have been specifically been targeting on services and the current “Idli” ad shows it’s dedication towards the customers
Airtel v/s Rest
The End!
doc_692920780.pdf