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Airtel - Positioning (And Repositioning)
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REPOSITIONING AIRTEL – ONCE AGAIN! Contd...
According to a Cellular Operator's Association of India (COAI)
report, the cellular market in India was one of the fastest growing market of
the decade. As per the report, there were over 8.17 million cellular subscribers
in India and the number was expected to grow to over 12 million and 120 million
by 2003 and 2008 respectively. With such high potential, almost all the players
were seen focusing on their positioning,
advertising and promotional efforts and
on building strategic partnerships. Bharti was also making efforts to retain its
position as the market leader (Refer Exhibit III for a note on Bharti's moves on
the strategic level).
However, it still remains to be seen whether the latest round of repositioning
and the strategic partnerships would help Airtel sustain the competition and
retain its leadership in the market. The shift to Live Every Moment from Touch
Tomorrow had nevertheless, proved that Bharti is consistently on the lookout for
best marketing strategies for Airtel.
QUESTIONS FOR DISCUSSION:
1. Examine the circumstances in which Bharti launched Airtel and trace the brand's initial days in the backdrop of the emerging cellular telephony market in India. In the light of the ‘Leadership'campaign, analyze why Airtel and other cellphone brands were seen as premium-end offerings.
2. Explain the reasons behind the ‘Leadership'campaign being replaced by the ‘Touch Tomorrow'campaign. Also critically comment on the company's decision to replace ‘Touch Tomorrow'with ‘Live Every Moment.'
3. Do you think Bharti has not been giving enough time for one positioning plank to prove effective before moving on to the next? What are the merits and demerits of frequently changing a brand's positioning?
4. In the light of the intensifying competition in the Indian cellular telephony market and the fact that almost all players have begun focussing strongly on the marketing front, what should Bharti do to ensure that it retains its market leadership position?
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