Transcript
AIRTEL BRAND REJUVENATION
GROUP-4Presented By:-Ashay UpadhayKishan JananiManoj PanjwaniPrerna BhadaniRaghav JhaSaurabh Kochhar
WHAT IS A BRAND?
• A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality
• A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service
"A brand is the most valuable real-estate in the world, a corner of the consumer's mind".
BRAND REJUVENATION
• Brand rejuvenation involves adding value to an existing brand by improving product attributes and enhancing its overall appeal
• Brand rejuvenation helps overcome the consumer’s boredom in seeing the same product on the shelves year after year
• A consumer’s psychological desire for changing is one key factor behind brand rejuvenation
OBJECTIVES OF BRAND REJUVENATION
• The intention is to breathe some new life into a brand that may be showing signs of decline
• Because of competition, some re-formulation and refinement become necessary from time to time
• It helps keep the brand live and in focus
ABOUT AIRTEL
• Leading global telecommunications company 5th largest
• Spread in 19 countries across Asia and Africa• The company offers mobile voice & data services,
fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers
• Ranked amongst six best performing technology companies in the world by business week
• 200 million customers
• VISION “To provide global telecom services and
delight customers”
• MISSION “Meet the mobile communication need
through, error free service and innovative products”
AIRTEL GOING GLOBAL• Bharti Airtel identified speed breakers to its growth in India
• Indian telecom market has almost reached its saturation point
• African market has high growth potential for bharti Airtel
• Speeded its business in 15 African units. Which is adopted from Kuwait-based Zain Group in June 2010
• Zain Africa is a strategic investment for bharti Airtel from a long term perspective
AIRTEL RE-BRANDING
• On 18 November 2010, Airtel rebranded itself in India • Company spent Rs. 300 Crores in rebranding• Airtel came up with – New Logo– Signature Tune
• New identity of the brand has been applied all across:– India– Sri Lanka,– Bangladesh,– Seychelles and – Africa(15 countries)
STRATEGY OF REBRANDING
• Operations in 19 Asian and African countries • Through their rebranding and repositioning
they aim to achieve an international appeal wherein customers not only in India but across the world recall their brand
• Launch of its 3G services
WHY REBRANDING?
• Is trying to gain an international image in the minds of all the users in various countries it operates
• Acquisition of Zain added about 40 million subscribers from African countries
• Change in logo has been done keeping in mind its synchronization with the logo of Zain
PRODUCT LIFE CYCLE
BCG MATRIX
ANSOFF’S MATRIX
AIRTEL RE-BRANDING – WAS IT NEEDED ?
• Airtel took such a step even though it has a very strong market position
• It could have done the same through smarter advertising and brand associations which has been missing in Airtel
CRITICSM
• People didn’t found the new logo attractive
• New signature tune more peppy and international in its approach. But truth be told it DESTROYS the entire experience Airtel’s previous tune
• People may not identify new logo in interior part of India
CRITICSM OF AIRTEL LOGO
OLD V/S NEW
• Dil jo chahe paas aye
CONCLUSION
• Poor attempt by Airtel to target the international audience
• Instead they would have spent the 300 cr at improving their customer services and infrastructure
• Everyone will still go for Airtel because they are still one of the best
• But then today they majorly disappointed the country• It looks like in an attempt to please the international
audience, they have forgotten about their home country itself
top related