ACCORDING to father of modern marketing, Philip Kotler, “Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.”

These words of the North American Professor succinctly summarizes the fact that beyond wanting to sell or profit making, brands must be willing and ready to create value and reward customers to earn their loyalty.

Like in every other industry, the demand for quality service experience, innovative products and services by customers in Nigeria’s telecommunications industry have been major driver of winning the marketplace.

Leading telecommunications service provider, Airtel has been one of the most consistent operators that have deepen its brand affinity and loyalty through innovative products and services in the last five years. One of such offerings is its SmartConnect package.