Airtel - Positioning (And Repositioning)

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Case Details:

Case Code : MKTG037
Case Length : 12 Pages
Period : 1990 - 2003
Pub Date : 2003
Teaching Note : Available
Organization : Bharti Cellular Limited
Industry : Cellular
Countries : India

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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.

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Excerpts

Repositioning Airtel

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.

The surveys conducted after the launch revealed that people began associating three core benefits with the Airtel brand - Leadership, Performance and Dynamism.

Other supportive values associated with the brand-included courtesy, politeness and efficiency. The campaign was reportedly successful and resulted in a marginal improvement in Airtel's performance.

By 1999, Bharti had become the leading cellular player in Delhi (its major market) with a subscriber base of over 0.38 million. However, the growth was still much below the company's expectations.

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...

Repositioning Airtel - Once Again!

Due to consistent marketing efforts, the Airtel and Touch Tomorrow campaign became very popular. Therefore, Bharti's decision to withdraw this campaign (Touch Tomorrow) in 2002 came as a surprise to many.

The new campaign was accompanied by a change in the logo as well (Refer Figure II). The idea behind the new logo was to give Airtel a younger look. The logo (with new design and colour pattern) symbolized innovation, energy and friendliness...

Exhibits

Exhibit I: A Note on the Indian Cellular Telephony Industry
Exhibit II: Post-Paid & Pre-Paid Cellular Brands in India (Late 2002)
Exhibit III: Bharti - Towards The Future