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.

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Case Details:


Case Code : MKTG037 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


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


The case examines the brand repositioning exercises undertaken by Bharti Cellular Ltd., a leading cellular service provider in India. It also provides an insight into the trends in the cellular market.

The case discusses how Bharti constantly repositioned its Airtel brand to expand its market and meet the challenges posed by the changing trends in the Indian cellular market during the late-1990s and early-2000s.

It also critically discusses the rationale behind Bharti's repositioning and restructuring efforts and the effectiveness of these initiatives.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


Discuss the brand repositioning and restructuring strategies adopted by Bharti Cellular Ltd.


  Page No.
From 'Touch Tomorrow' to 'Live Every Moment' 1
Background Note 2
Repositioning Airtel 4
Repositioning Airtel - Once Again! 7
Exhibits 9


Brand repositioning, Bharti Cellular Ltd., cellular service, India, Bharti constantly, repositioned, Airtel brand, market, changing trends, repositioning, restructuring efforts

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