AIRTEL MAGIC – SELLING A PRE-PAID CELLPHONE SERVICE
BACKGROUND NOTE Contd..
However, Bharti was not content with sitting back and savoring the
short-term success of Magic. The company realized that the Indian cellular
telephony market was undergoing a radical transformation. With the entry of
a fourth players in various telecom circles in 2002 (until then only three
players were operating in all circles), the future was expected to be rather
uncertain. The subscriber base was over 6.4 million by March 2002 as
compared to 3.5 million in March 2001. Telecom circles in the states of
Rajasthan, Haryana and Kerala posted an estimated growth rate (in
subscribers) of 179%, 151% and 151% respectively in 2002.
This growth could be primarily attributed to the introduction of pre-paid
cards, which accounted for over 55% of an operator's revenue. In early 2002,
analysts forecasted that the number of subscribers using pre-paid cellular
services in India was estimated to reach over 25 million by the year 2004
(from 4.5 million in 2002). The immense potential the market offered lured
almost all major players to shift their focus to the pre-paid segment to
design new marketing strategies to expand their user base in this segment.
With the intensifying competition in the market, Bharti also felt the need
to revamp its own marketing strategies and retain its position as the market
leader.
ALL SET TO CREATE MAGIC
In early 2002, Magic decided to revamp its marketing strategies. There were
plans to launch the service in newer areas and bring about changes in
pricing, positioning and advertising. The company also planned to make new
value additions by providing better services. As a first step in this
direction, Magic was brought under Bharti's umbrella brand, Airtel, and was
renamed Airtel Magic. Company sources said that the move was aimed at
banking on the strengths of Airtel as a brand. While the earlier brand
strategy aimed at customers interested in using mobile services, the new
strategy was aimed at attracting even non-interested customers by appealing
to their needs and requirements (offering them a value they did not perceive
earlier).
In line with this strategy, Magic was positioned as a friendly, mass-market
brand. Sources at Bharti revealed that in its repositioning exercise under
the Airtel brand, Magic targeted youth and stood for simplicity and attitude
that said, ‘anything is possible.'Explaining the rationale behind the brand
repositioning on the Airtel level, Hemant said, “As we grew to a 15-circle
telecom network, we wanted to become generic to mobility in the country.” As
a part of its revamping exercise, Bharti also changed the logo. The new
Magic logo reflected the new brand values of youthfulness, energy,
simplicity and friendliness (See Exhibit III for Old and New Logos of
Magic).
Bharti then focused on extending its distribution base in all the circles in
which it operated and therefore, ensured the availability of Magic cards in
the remotest parts of its operating circles. By late 2002, the states of
Kerala and A.P. had 2000 and 4,500 stores respectively. In Chennai (Tamil
Nadu) and Kolkata (West Bengal) there were over 2,500 and 3,000 outlets
respectively.
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Contents...
Casting The Celebrity Magic
Background Note
All Set To Create Magic
The Industry Strikes Back
The Future – Far From Magical
Questions For Discussion
Exhibit I
Exhibit II
Exhibit III
Exhibit IV
Cellular Service Subscriber Base In India
Additional Readings & References
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