Airtel

BRANDING ASSIGNMENT

Nilormi Das (A006)

Siddardha Narayanasetty (A012)

Sriram Peri (A014)

Global Telecom Industry

Source: Insight Research

Region 2011 2012 2013 2014 2015 2016 CAGR

NA 575.90 632.60 698.10 791.70 924.60 970.70 11%

AP 1,049.20 1,208.20 1,348.00 1,539.20 1,759.90 1,785.20 11%

EMEA 1,414.20 1,525.30 1,604.60 1,692.30 1,778.80 1,709.50 4%

LAC 286.80 339.50 389.50 450.90 523.70 662.10 18%

Total 3,326.10 3,705.60 4,040.20 4,474.10 4,987.00 5,127.50 9%

Indian Telecom Industry

Source: TRAI

Rebranding

• Radical transformation… that

brings about a refreshing

change… to the destination

brand » American Marketing Association &

seconded by David Ogilvy

Airtel

• Largest Private Integrated Telecom Company in India 

• 5th Largest Wireless Operator in the World 

• Largest & Fastest Growing Wireless Operator in India

• Largest Telecom Company listed on Indian Stock

Exchange

Airtel OfferingsMe Businesses

Phone Emerging Business

Postpaid mobile Data & IP

Prepaid mobile Voice

iPhone 5 Business Application

my airtel app Data Centre & Managed Services

Internet Digital Media

Mobile Internet (GPRS) Enterprise & Government

3G Voice

4G Data

airtel money Digital Media

Digital TV Applications & Solutions

Wireless Internet Integrated Managed Solutions

airtel Live Global Business

Global Voice

Global Data

Global Coverage

Global Integrated Managed Solutions

Global Channel Partner Program

Timing

Reasons:• Local global

• Need for single, powerful & unified face to consumers

• Reached user base of 200 million in 2010

• Speak to different countries, think internationally + trying to

connect with the youth ( especially in India)

• Presence over 19 countries

• Acquisition of Zain Telecom, in Africa and Warid Telecom in

Bangladesh

Ad Campaigns

Endless Goodbyes

Airtel money

"Baat sirf paison ki nahin hai" (“It’s not just about Money”)

Airtel Music - my song, my story

Ad Campaigns

Airtel 3G:closer to what you love’

Har ek friend zaroori hota hain

Brand elements – Old vs New

Consumer Perception

Question

• Will Airtel’s rebranding ring the cash registers?

• Will the resemblance of Airtel’s new logo to that of Vodafone’s confuse the customers?

• Will its efforts result in an increase in number of subscribers, resulting in Airtel having the last laugh?

• Or has Airtel provided Vodafone with the much needed edge by pressing the ‘self-destruct’ mode, after all Airtel did have strong consumer association.

Brand Equity

Parameter 2012 2011 2010 2009

Brand Value $ 5,221 mn $ 3,686 mn $ 3,159 mn $ 3,052 mn

Brand Rating AA AA- AA A+

Enterprise Value $ 43,398 mn $ 28,861 mn $ 27,737 mn $ 26,000 mn

Value/ Ent. Value 12% 12.8% 11.4% 11.7%

Source: Brand Finance

Thank You!!!