AIRTELMAPPING THE EVOLVING GENERATIONS

SHRESHTHA RAIZADA 14PGDM053

ORGANIZATIONAL BRIEF

J. WALTER THOMPSON, DELHI

• ADVERTISING INDUSTRY

• SERVICES: Creative, Digital, Marketing Communication, Strategic Planning, Total Branding Solutions

• WPP GROUP INDIA TURNOVER: $500 million

• GEOGRAPHICAL SPREAD: Worldwide

• INDUSTRY STANDING: 2th largest Ad Agency in India**

• INDUSTRY PROSPECTS: INR 1,20,000 Cr expected to grow at 14.2% CAGR 2013-18*

• COMPETITORS: Ogilvy & Mather, Lowe Lintas, McCann Erikson, Taproot India**Sources:

*KPMG India** ET Bureau Sep 10, 2014

CORE ISSUE:

Airtel is India’s First and 4G player & current positioning of 4G is generic

OBJECTIVE:

• To Identify one or more consumer insights for a potential 4G user on which our B2C communication can be based.

• A creative thought on which 4G communication can be pivoted.

ISSUE/PROBLEM EXPLORATION

1. What was done?a) Secondary Research- Industry reports &

analysis of changing themes of adsb) Primary Research:1. Qualitative Study2. Quantitative Research

a) Why was it done?a) To develop deeper understanding of

client’s businessb) To decode insights from the experiences

of existing 2G and 3G consumersc) To validate the above qualitative findings

b) How was it done?a) Structured Online Questionnaire 70+

responsesb) Interactions with • 2G and 3G users• Industry Experts• Airtel Client & Store Manager

PROJECT METHODOLOGY

1. 3 G Users demand better experience on the

following:1) 63.4 % respondents want 3G to

improve in Video Chatting2) 60.98% of respondents want 3G to

improve in Internet Calls3) 51.22% of respondents want 3G to

improve in Easy browsing/Web page downloading

4) 48.78% of respondents want 3G to improve in Video Downloading

2. Evening /late nights are preferred internet usage time band

3. 63% of respondents use simultaneously two devices

4. 64% internet users are SPEED AWARE5. 65% 3G users intend to shift to 4G & 48% 2G

users are willing to upgrade to 4G

DATAANALYSIS &

CONCLUSION

1. Promote Airtel 4G Dongle as a fast friend of all Notebook Brands

2. Use 4G for Mission Critical Moments in Life

3. Ek bar try karo , lat lag jayegi ( the idea of addiction and dependence on faster technology but in a more positive tone and style )

4. Continue to push the idea of ' two / three devices powered by 15 times higher speed'

5. Build saliency for 4G speed in MBPS as 'life speed meter' to sync with today's fast paced life

6. Be ahead of others! Anywhere. Anytime. Use 4G (aimed at 3G fence sitters)

RECOMMENDATIONS

1. Entire Advertising Planning Cycle

2. Absorbed the culture of an ad agency

3. Significance and relevance of concepts such as

Sanskritisation, Social mobility, Social

Stratification and Ethnography

4. Intellectually Stimulating Group Discussions and

preparation of pitches for multiple projects like

HeroMotorbikes, VillageWiKY

Jeevansaathi.com, Bharti land, 99acres.com

gave diversified perspective

5. Learnt to dig deeper to understand the role of

marketers as ‘hidden persuaders’

EXPERIENCES & LEARNINGS