AIRTEL BRAND REJUVENATION

GROUP-4
Presented By:-
Ashay Upadhay
Kishan Janani
Manoj Panjwani
Prerna Bhadani
Raghav Jha
Saurabh 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