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Airtel

To become the centralized hub for marketing, customized pricing and CRM process.

Challenge Question:

Create an integrated, self sustaining, comprehensive plan for www.airtel.com to become the centralized hub for our marketing, customized pricing and CRM process.

 

The Brief:

Acquiring customers online is becoming the buzz in the Indian retail. The online market stands at Rs. 2000 Cr which is growing at a rate of 35% and is projected to touch Rs. 7000 Cr by 2015. Most of the successful websites have turned out to be online e-commerce websites, which generate revenue and suggest a sustainable business model.

No large company has truly leveraged the online media to build a very successful brand. Airtel wants to take the initiative and hence revamps the market to accommodate online media and branding.

 

With the new business structure, Airtel has merged its Mobility, Broadband and DTH divisions into a single B2C unit which takes care of all the functions.

www.airtel.com< is the parent website which would host – Airtel India, Airtel Bangladesh, Airtel Sri Lanka and other African countries. The site would also be the single point of engagement for all our products and services including (Fixed Line, Mobile, DTH, Broadband).

 

The Plan:

Innovative Ideators studied the various Relevant Crowds and concluded that the young students of the top B Schools of India were the closest to the defined segment by Airtel. Thus, Innovative Ideators reached out to the Top 122 MBA Institutes of India to participate in India’s biggest ideation challenge – Innovative Ideators Challenge 2012.

 

Contest:

Innovative Ideators Challenge 2011 was launched across India in top 122 MBA Institutes. A THINC (The Innovators Circle) Ambassador was appointed in each institute to spread the message about the challenge. Social media played an imperative role in publishing updates and information about the challenge. A dedicated portal was launched to submit the ideas in a structured manner.

 

Outcome:

With the joint efforts of Innovative Ideators team and THINC Ambassador, a staggering number of 8000+ students participated in the challenge. A total number of 2402 students from 220 teams solved Airtel’s case study and generated Intellectual Properties. The Jury then selected top 10 teams to present ideas to the senior management. One winning team was then awarded with the prize money.