Airtel Bangladesh Ltd - one of the leading GSM and
3G based cellular operator in Bangladesh with the motto of connecting millions
of people to their loved ones. It was formerly known as Warid Telecom and
changed its name after Bharti Airtel bought out major shares of it. Airtel
provides both Pre-paid and Post-paid connection throughout Bangladesh at a
lower price. These connections are then divided into different segments, such
as, Dolbol, Hoichoi, Adda, Superadda, Airtel Exclusive, Airtel Classic, etc.
They also provide corporate packages for product advertising via SMS. The feel
that their product gives clearly suggests it is more viable for the youth;
however any age group people can also use it.
IMC tools used:
Advertising: Airtel makes a full use of this tool. Their advertisements
are one of the best ones and because their market is mass market they use TV,
Radio Stations, all types of Print Medias and Social Media marketing to reach
out to their customers and potential customers. Their re-invention of content
display, clear message and high usage of imagery and music helps induce
immediate purchase of the product or retention of their brand name on customer’s
mind.
.jpg)
Interactive Marketing: They have an official page in every popular
social medias and sites you name, such as, Facebook, Twitter and YouTube. You
can see their highly intriguing ads and enjoy.
Direct Marketing: As a direct marketing strategy Airtel has
come up with telefilms. Whether you are an Airtel user or not you will
definitely find yourself sitting in front of the TV watching a telefilm that
has been released on a special occasion, such as, EID, Valentine’s Day, etc produced
by Airtel. Another tactics that they use is arranging special events like – on 13th
April 2012 they launched a campaign along with Prothom Alo, named, “AKBO AMRA
DEKHBE BISSHO” to draw the world’s largest “Alpona” at Manikmia Avenue, Dhaka,
Bangladesh. Other campaigns include- “BONDHU JEKHANE NETWORK SHEKHANE”
Please go through the links below to get a clear idea.
Sales Promotion: Airtel has many alluring offers that will
pull you or any other customer towards their product. For instance, 11 FnF at 29 paisa/minute, instant cashback, etc.
Conclusion and Observations: Airtel is a brand that fulfills all of Maslow's Hierarchy of needs except for physiological need. The company uses both classic and operant conditioning. It is indeed a brand that has acquired a sound success through its innovating and interesting marketing strategies, campaigns, music and dedication to their motto.
Reference:
Advertising and Promotion- An Integrated Marketing communications perspective, 8th Edidition, Belch/Belch.
Airtel Bangladesh-Wikipedia
Advertising Philosophies Practiced by Airtel Bangladesh.
