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IMCOST

A PROJECT REPORT ON Marketing Application Practices Brand Rejuvenation

SUBMITTED TO PROF. Shilpa Mam

DATE: 23-2-2013

GROUP MEMBERS

Sr.No.

Name

ROLL NO.

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Archana A Ahire Nikita D Ambre Utkarsh S. Arya Sushant Asarkar Anuj Bhoil Rakendu Radhakrishan

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SR NO. 1 2 3 4 5

TOPIC Introduction Of Brand Rejuvenation Objectives Of Brand Rejuvenation ABOUT AIRTEL AIRTEL GOING GLOBAL STRATEGY OF REBRANDING WHY REBRANDING? PRODUCT LIFE CYCLE BCG MATRIX ANSOFFS MATRIX CRITICSM OF AIRTEL LOGO

6 CONCLUSION

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 consumers boredom in seeing the same product on the shelves year after year. A consumers 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 Bharti Airtel


Bharti Airtel Limited, commonly known as Airtel, is an Indian telecommunications Services Company headquartered at New Delhi, India. It operates in 20 countries across South Asia, Africa, and the Channel Islands. Airtel has GSM network in all countries in which it operates, providing 2G, 3G and 4G services depending upon the country of operation. Airtel is the world's fourth largest mobile telecommunications company with over 261 million subscribers across 20 countries as of August 2012. It is the largest cellular service provider in India, with 183.61 million subscribers as of November 2012. Airtel is the third largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. Airtel is the largest provider of mobile telephony and second largest provider of fixed telephony in India, and is also a provider of broadband and subscription television services. It offers its telecom services under the airtel brand, and is headed by Sunil Bharti Mittal. Bharti Airtel is the first Indian telecom service provider to achieve Cisco Gold Certification. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. Airtel is credited with pioneering the business strategy of outsourcing all of its business operations except marketing, sales and finance and building the 'minutes factory' model of low cost and high volumes. The strategy has since been copied by several operators. Its networkbase stations, microwave links, etc.is maintained by Ericsson and Nokia Siemens Network whereas business support is provided by IBM, and transmission towers are maintained by another company (Bharti Infratel Ltd. in India). Ericsson agreed for the first time to be paid by the minute for installation and maintenance of their equipment rather than being paid up front, which allowed Airtel to provide low call rates of 1/minute (US$0.02/minute). During the last financial year (200910), Bharti negotiated for its strategic partner Alcatel-Lucent to manage the network infrastructure for the tele-media business. On 31 May 2012, Bharti Airtel awarded the three-year contract to Alcatel-Lucent for setting up an Internet Protocol access network (mobile backhaul) across the country. This would help consumers access internet at faster speed and high quality internet browsing on mobile handsets.

Our Brand
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 admired telecom service provider globally. Airtel, in just ten years of operations, rose to the pinnacle of achievement and continues to lead. As India's leading telecommunications company, airtel brand has played the role of a major catalyst in India's reforms, contributing to its economic resurgence. Today we touch people's lives with our Mobile services, Telemedia services, to connecting India's leading 1000+ corporates. We also connect Indians living in USA, UK and Canada with our call home service.

Our Vision & promise


By 2015 airtel will be the most loved brand, enriching the lives of millions. Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company."

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)