Airtel Branding –A Case Study

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its a case study on telecom branding.i have taken the example of airtel and its journey from 1995-2009..

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Airtel Branding –A Case Study

  1. 1. By: MANIK GUPTA FOR PGDM
  2. 2. <ul><li>SO I MADE THIS PPT FOR MY PGDM CLASS PPT…BUT WHILE MAKING I FOUND SOME OF OF OUR FRNDDS DON’T GIVE IT FOR DOWNLOAD .. </li></ul><ul><li>SO AS AN ADVOCATE FOR OPEN SOURCE AND TO HELP OTHERS. Coz those deadlines sometimes just very difficult to meet.. </li></ul><ul><li>AM POSTING THIS… </li></ul><ul><li>HVE GOT REFERENCES FROM PPT s on the slideshare and some other pdf material </li></ul><ul><li>Do tell if it helped.. </li></ul><ul><li>Gudluck!! </li></ul>
  3. 3. <ul><li>Airtel was born free, a force unleashed into the market with a relentless and unwavering determination to succeed. A spirit charged with energy, creativity and a team driven “to seize the day” with an ambition to become the most globally admired telecom service. </li></ul>
  4. 4. <ul><li>In the initial days due to high tariff rates cellular players had to impose high call charges on their customers and the handsets were costly. </li></ul><ul><li>Naturally, they targeted the elite, up market professionals and entrepreneurs as customers . Airtelwas positioned as an aspirationaland lifestyle brand . </li></ul><ul><li>It was pitched not merely as a mobile service, but as something that gave consumer a badge value. The Brand was developed to connote leadership in network, innovations, offerings and services. </li></ul><ul><li>The taglines like &quot;Airtelcelebrates the spirit of leadership&quot; and &quot;The first choice of the corporate leaders&quot; emphasized that stance. </li></ul><ul><li>The ‘Leadership’ campaign was reportedly successful and resulted in a marginal improvement in Airtel performance. </li></ul>
  5. 7. <ul><li>In early 2000 it was observed through market surveys that the concept of leadership was undergoing a transformation resulting in it being a moderate success. </li></ul><ul><li>Hence Bharti decided to ‘humanize’ the brand ‘Airtel’ to gain competitive advantage. </li></ul><ul><li>In august 2000 Bharti launched its new ‘Touch Tomorrow’ campaign which aimed at strengthening its relationship with its customers and make the brand ‘softer’ to cater a wide variety of people across the society. </li></ul><ul><li>The Company adopted a three-tier brand architecture to expanded its ‘Touch Point’ network. </li></ul>
  6. 9. <ul><li>The focus now was on the endless possibilities of technology to make life good and advertising became two-pronged: a product-driven communication that showcased new offerings like the Magic prepaid card, and an emotional communication that showed younger people </li></ul>
  7. 12. <ul><li>Airtel logo is a strong,contempory, a confident symbol of a brand that is always ahead of the rest , always ‘In-touch’ and on customer’s side. </li></ul><ul><li>It incorporates two solid, red rectangular forms whose counter-form creates an open doorway. </li></ul><ul><li>The title case lettering with its capital ‘A’ reinforces our leadership position. </li></ul><ul><li>The red dot cues in our focus on innovation. </li></ul>
  8. 13. <ul><li>In 2002, Airtel signed on music composer A R Rahman and changed its tune to &quot; Live every moment&quot;: Rahman's signature tune for Airtel is, perhaps, the most downloaded ringtone in India. But that was just part of the ongoing communication. </li></ul>Live every moment
  9. 15. <ul><li>The following year Airtel adopted the &quot;Express yourself&quot; positioning, which is also its current tagline. </li></ul><ul><li>Now, the emotional angle was predominant - and stark, black and white imagery to stand out in what was becoming a highly commoditised, crowded market </li></ul>Express Yourself
  10. 16. <ul><li>Youth icons like Shahrukh khan and Sachin were brought in as brand ambassadors to attract youngsters </li></ul>
  11. 17. Taglines of brands
  12. 18. To justify taglines tv ad campaigns were launched
  13. 22. <ul><li>http://www.slideshare.net/gauravjain1985/airtel-presentation-brand-identity-presentation </li></ul><ul><li>http://www.slideshare.net/eurocupter/brand-airtel-presentation </li></ul><ul><li>Airtel.in </li></ul>
  14. 23. <ul><li>ANY ?’S </li></ul>

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