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Airtel - Positioning (And Repositioning)
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REPOSITIONING AIRTEL Contd..
According to company sources, these brand-tracking exercises helped it realize the fact that in a business where customer relationships were of paramount importance, lacking an emotional or humanized touch was a major weakness. Hence, to gain a
competitive advantage, Bharti decided to humanize the Airtel brand. Commenting on the decision, a senior executive of Essar said, “The leadership series was okay when you were wooing the crème de la crème of society. Once you reached them you had to expand the market so there was need to address to new customers.”
In August 2000, Bharti launched its new ‘Touch Tomorrow', which aimed at strengthening its relationship with its customers. Bharti's advertisement expenditure for the year amounted to Rs 450 million. The advertisements spanning the print, electronic and outdoor media (for these campaign) featured cellular users surrounded by caring family members. Commenting on the rationale behind the new campaign, Sachdev said, “The new campaign and positioning was designed to highlight the relationship angle and make the brand softer and more sensitive.”
According to company sources, the new positioning was aimed at developing a strong relationship with the customers. Sachdev said, “Mobile telephony is taken for granted – in one of our researches, consumers have described mobile telephony as being ‘kept close to the heart.'What is adding a new dimension to the cellular category is the advent of new features like roaming, SMS, and the Net, which are taking
communication beyond voice to data and video. This has tossed a challenge: how to bond with consumers.”
Explaining the need for repositioning, Sachdev said, “Airtel was perceived as a premium brand. The new positioning is intended to add warmth to these attributes.” In line with the company's objectives, the new TVCs and advertisements focused on highlighting Airtel as a brand that made it possible for customers to derive all benefits of cellular telephony.
The new commercials developed for this campaign reflected humane, aspirational, family-centric and softer brand values while promising easy reach.
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