Airtel - Positioning (And Repositioning)
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(Case Code: MKTG037) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG037 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Positioning |
| Case Length |
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12 Pages |
| Period |
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1990 - 2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Available |
| Organization |
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Bharti Cellular Limited |
| Industry |
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Cellular |
| Countries
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India |
Abstract:
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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.
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Issues:
» Discuss the brand repositioning and restructuring strategies adopted by Bharti Cellular Ltd.
Contents:
Keywords:
Brand repositioning, Bharti Cellular Ltd., cellular service, India, Bharti constantly, repositioned, Airtel brand, market, changing trends, repositioning, restructuring efforts
Airtel - Positioning (And Repositioning)
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