Bharti Airtel formerly known as Bharti Tele- Ventures Limited (BTVL) is a JV between Singtel and Bharti Telecom.
India’s largest cellular service provider.
Known for its service.
First cellular operator to set up cellular showrooms ‘Airtel Connect’.
First cellular company to install a second mobile switching centre
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead of the rest.
The Airtel Image style- It incorporates two solid, red rectangular forms whose counter form creates an open doorway.
The Airtel Typographical style- The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation.. The words 'Express Yourself' are very much part of the brand identity.
The Airtel Colour Palette- The lettering is grey so that the pure black of Airtel is visually unharmed.
On the basis of Geography -divided Indian market in telecom circles. -Subdivided States into category A, B and C.
Earlier elite class above age group of 25 years.
Corporate people and business men.
Again targeted youth by introducing YOUTOPIA plan.
Targeted women and senior citizens by introducing post paid plans.
“ We position Airtel as an aspirational and lifestyle brand, in a way that trivalised the price in the mind of the consumer. It was pitched not merely as a mobile service, but as something that gave him a badge value.” Henmant Schdev, Chief Marketing Officer (mobility) and Director, Bharti Tele-Ventures.
Source: ICMR Case Study
'Power to keep in Touch’ YEAR- 1995-1998
SIGNIFICANCE- The tag line 'Power to keep in Touch' used in the brand promise was designed to make the user feel 'in control…powerful' . Positioned in premium category aimed at elite class of society. Perception of aspirational and lifestyle brand
REASON FOR CHANGE- Now, cellular service operators could drop their prices and target new customer segments. As the category developed with prices going down sharply, Airtel began talking to a wider spectrum of potential users. This gives the birth to the new tagline.
'Touch tomorrow‘ YEAR- 1999-2001
SIGNIFICANCE– Airtel started talking to new segments by positively positioning and establishing itself as a brand that improved the quality of life.New look and the feel of the brand tagline indicated the core values of the brand i.e. leadership, performance and dynamism.
REASON FOR CHANGE- Airtel started to look from a regional level to pan India position .Rediffussion DY&R, which is the ad agency that took charge of revamping Airtel's brand image thought, to become a Indian leader, Airtel need to change its tagline .
'Live Every Moment' YEAR– 2002-2003
SIGNIFICANCE— This was the first time A R Rehman had agreed to work for any brand, anywhere in the world. The music from the commercial became the most downloaded ring tone in the history of telecommunications. Tagline denotes that each and every person in India live every moment (emotions, feelings etc.) of the life with Airtel.
REASONS FOR CHANGE– Rediffussion DY&R, which is the ad agency that took charge of revamping Airtel's brand image again changed the tagline to give better tagline to Airtel which catches some emotional appeal .
'Express yourself‘ YEAR- 2003-2008…….
SIGNIFICANCE— 'Express yourself' was successfully launched taking the ownership of the entire space of communication and strengthening the emotional bond Airtel enjoys with its customers. Airtel is a market leader in the cellular network and they wanted a very fresh and contemporary idea to build a brand image which their customers could identify.
This tune used for BRAND RECALLABILITY.
It was the most popular tune among the people.
People hear this tune and immediately associate it with the brand.
It was most downloaded ringtone in India. NOW THEY ARE LOOKING FORWARD TO COME UP WITH ANOTHER TUNE…MAY BE IN 2009.
Airtel adopted the product driven communication to make their products successful in the market and also emotional communication (Saif-Kareena and Vidhya-Madhvan)to target younger people. Generally Airtel use heavy celebrity endorsements to keep it as a lifestyle brand unlike Vodafone.
BRAND EQUITY (BAV MODEL)
BRAND RECALL VALUE
PERCEPTUAL MAPPING High connectivity Low connectivity Low on Esteem High on Esteem Vodafone Airtel BSNL Reliance Smart
POINT OF PARITY
POINT OF DIFFERENCE
Both the brands have same pricing strategies.
Both the brands have the same market segmentation.
Target customers of Vodafone is middle class people whereas Airtel targets elite and upmarket class of people.
Aitel positions itself as a lifestyle brand whereas Vodafone positions itself as common man’s brand.
Bharti Airtel has entered the elite club of top telecom companies. It is at number 25 . The study conducted by UK based brand valuation firm Brand Finance Plc.
June 11,2008 ET Brand Equity published India’s top 10 service brands and Airtel was 2 nd and LIC toped the list.
According to an article of ET 31 st July 07 brand valuation of Airtel is $1.70 bn.