Airtel Brand Rejuvenation Final (1)

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