The Journey from Vodafone Idea to Vi

Case Code: CLMM148 Case Length: 5 Pages Period: 2015-2020 Pub Date: 2020 Teaching Note: Available

Price: Rs.150 Organization: Vodafone Idea Ltd. (VIL) Industry: Technology & Communications Countries: India Themes: Branding Strategy, Brand Differentiation, Brand Loyalty

Abstract

The case “The Journey from Vodafone Idea to Vi” talks about the rebranding exercise undertaken by Vodafone Idea Ltd. (VIL) in 2020. The case starts out with a brief history of both Vodafone India and Idea Cellular (Idea) and about their merger. It then describes the reasons behind VIL’s rebranding exercise. The case touches upon the various elements involved in the rebranding exercise. It also describes the challenges that VIL could face in the future and the steps it could take to mitigate those challenges.

Issues

• Understand the importance of branding in attracting and retaining customers.
• Know the issues and challenges in rebranding a well-established brand.
• Understand the issues that could lead to a company deciding to go in for rebranding.
• Understand why companies create a new brand positioning after integration of two companies as part of the M&A activity.

Introduction

In September 2020, Vodafone Idea Ltd. (VIL), the third largest telecom operator in India born out of the merger between Vodafone India and Idea Cellular in 2018, rebranded itself as ‘Vi’. The rebranding was taken up to create a unified identify as Vodafone and Idea had different appeals for different sets of customers. It was also seen as the final step in the integration of the two entities. The challenge for VIL was to retain the legacy of both the brands while creating a fresh appeal among its customers at the same time. Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea Ltd., said, “We wanted to carry forward the legacy of both the brands. We also wanted to create a new, dynamic edge to reflect the changing times and evolving consumer needs…We wanted to come up with something that is future-fit for both our organization and our customers. We saw this as an opportunity to shape up a new brand while carrying forward the legacy and heritage with us.”

Keywords

Rebranding, Brand Positioning, Brand Management, Marketing Management, Brand Equity, Merger, Vodafone Idea Ltd, Vi; Customer Retention, Brand Identity, Brand Strategy, Marketing Strategy, Mission, Vision, Jio

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