Airtel - Positioning (And Repositioning)
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
The above realization led to the launch of the 'Leadership Series' campaign, which featured successful men and women with their deluxe cars, carrying laptops and using cell phones. A company source said that the campaign was aimed at positioning Airtel as an aspirational brand, which was meant for leaders and celebrities.
Meanwhile, as the competition in the sector intensified, the government also decided to reduce tariff rates. As a result, the players made all efforts to extend their horizons to reach customers across all sections. Essar, the nearest competitor of Airtel, began offering tariff plans, schemes and services that were identical to that of Airtel...
Exhibit I: A Note on the Indian Cellular Telephony Industry
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