Product and Brand Management

Topic: A Presentation on the concept of Repositioning initiatives of Airtel from its launch till date

Submitted by Punit patel Shailam Porwal 12087 12086

Positioning and Repositioning

Positioning: It is a part of brand identity and value proposition that is to be actively communicated to a target audience. Repositioning: Changing the current positioning of brand.

Bharti Airtel
Founded in July 1995 by Sunil Bharti Mittal(MD &Chairman). BTL (Bharti telecom Ltd.) had Launched countrys first fax machine, cordless telephones and customer services. Largest cellular service provider in India and 5th largest Telecom Company in world. Provide mobile telephony, fixed telephony, broadband, subscription television services.

Positioning in 1995
Airtel celebrates the spirit of Leadership The first choice of the corporate Leaders

Market Situation
Starting of wireless telecom.
Cellular company impose high call charges on customers. (Rs. 10 to 16 per min) Mobile handset were costly. Target: Airtel targeted the elite, rich customers, market professionals and entrepreneurs customers.

Branding
Positioned as lifestyle brand.
The brand positioned as to show Leadership in networking, offerings and services. Pitched not merely as a mobile service, but as something that gave consumer a badge value

Positioning in 1999/2000
Touch Tomorrow

Market Situation
Cellular operators dropping their prices.

Bharti decided to humanize the brand Airtel to gain competitive advantage. This was also a time when customers needed to be educated:
Airtel took out full and half-page ads in newspapers, answering queries like "what is roaming?", "what is coverage area?" and "how to make international calls".

Branding
Leadership was not only mean to lead subordinates, now Airtel brand needed to focus on relationship game. Airtel started targeting new segments by positively positioning and establishing itself as a brand that improved the quality of life. Change in campaign to capture wide variety of people in society. New look and the new feel of the brand tagline. leadership and performance.

Positioning in 2002
Live Every Moment

Change in Brand Logo

The title case lettering with its capital A reinforces our leadership position. The red dot cues in logo focus on innovation.

Branding
Airtel's brand image changed the tagline to catche some emotional appeal. Tagline denotes that each and every person in India live every moment (emotions, feelings etc.) of the life with Airtel.

In 2002, Airtel signed for the first time music composer A R Rahman and changed its tune to Live every moment.

Live Every Moment

Positioning in 2003
Express Yourself

Branding
Advertisements in regional language with emotional touch. Youth icons like Shahrukh Khan and Sachin were brought in as a brand ambassadors. Airtel basically uses emotion to connect to the users Friendz pre-paid plan Ladies special plan Senior citizen plan

Brand Ambassadors
The three brand ambassador are the leaders in their respective fields, so is Airtel.
SACHIN - Cricket SHAHRUKH - Movies A.R REHMAN - Music composer

Ads Barrier breaks when people talk Aisi aajadi aur kahan (for prepaid users) Dil jo chahe pas laye

Express Yourself

Aisi azadi aur kahan

Barriers breaks when people talk

Latest Airtel Logo

New Logo
The logo look like a curved A with little bit of highlighting to indicate the warm and friendly appeal of Airtel. It represents a dynamic force of energy which bring the management and customers closer. The original theme tune of Airtel was change that having a younger and international feel to it. Ads har ek friend jaruri hota hai. Dil jo chahe pas laye.

Repositioning of Airtel
Airtel Celebrate the spirit of Leadership

1995

Elite and Premium Brand

Touch Tomorrow

2000

Price rate drop

2002

Live every Moment Added emotional feeling, signed A.R. Rahman Express Yourself Build strong emotional Bond with customers

2003