Monday, March 16, 2015

IMC campaign of Airtel


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.













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”







                                 https://www.youtube.com/watch?v=vunza2eOIV4











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.


















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