Abstract

The case examines the brand repositioning exercises undertaken by Bharti Cellular Ltd., a leading cellular service provider in India. It also provides an insight into the trends in the cellular market. The case discusses how Bharti constantly repositioned its Airtel brand to expand its market and meet the challenges posed by the changing trends in the Indian cellular market during the late-1990s and early-2000s. It also critically discusses the rationale behind Bharti’s repositioning and restructuring efforts and the effectiveness of these initiatives.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand repositioning and restructuring strategies adopted by Bharti Cellular Ltd.

Keywords

Brand repositioning, Bharti Cellular Ltd., cellular service, India, Bharti constantly, repositioned, Airtel brand, market, changing trends, repositioning, restructuring efforts