30-07-2012, 03:16 PM
Airtel Rebranding
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With over 143 million subscribers in India, Bharti Airtel is the leading player in the Indian telecom sector. Airtel rebranded its identity, which became the master brand for all 19 countries including 16 countries in Africa (where it acquired Zain Telecom), and Bangladesh (where it acquired Warid Telecom). Company has come up with a new logo design and signature tune, and it will spend Rs 340 crores globally to market it. The new logo does not have the capital 'A', but the red colour will still be dominant in the new brand. The red colour, of the brand, continues to represent heritage, energy and passion. Also the new logo has lot similarities with the logo of erstwhile Zain Telecom.
Airtel has reported consolidated revenues of Rs. 15756 crores for the quarter ended December 31st 2010, up 52.9% year on year, largely on the back of the addition of its Africa revenues.Airtel has almost 200 million mobile customers at present – around 152 million of them in India, 42 million in Africa, and almost five million in Bangladesh and Sri Lanka.In India, it has 3.3 million Telemedia and 4.9 million Digital TV customers.
In the course of expanding internationally with the acquisition of companies like Zain and Warid, Airtel is trying to gain an international image in the minds of all the users in various countries it operates in. It is the first time in 15 years that company is changing its logo. The acquisition of Zain added about 40 million subscribers from African countries. Zain is the market leader in 10 countries among the 15 countries acquired by Airtel and on second position in 4 countries. Because of the huge subscriber base in new market, change in logo has been done keeping in mind its synchronization with the logo of Zain. The purpose of the synchronization is to give the sense of continuity to African subscribers (of erstwhile Zain) in form of new logo of Airtel (which is very similar with that of Zain).
Re-branding Shoppers’ Stop- the Start of Something New!
Shopper’s Stop was launched by K Raheja Corp. in October 1991, with the objective of being a men’s ready to wear store. However, it soon grew into a complete lifestyle store, and changed the concept of organised retail in India along the way. It provided its customers with an international standard of shopping. Its wide range of merchandise, exclusive shop-in-shop counters of international brands and world class customer support were enough to woo the Indian consumer in 1991, and firmly establish itself in the retail industry.
However, it started facing tough competition in the mid 2000’s, as competitors like Globus, Westside and Lifestyle, who catered to the same segment of customers, entered the market. The youth, which was the main target segment, wanted trendy products. Shoppers’ Stop felt that re-branding itself would be a good idea at this point. However, before taking the plunge, they went through a series of workshops called ‘Trial Room’, to understand the preferences of consumers. They realised that not just the logo, the entire look and feel of the brand would have to change.
The brand idea needed to connect to younger people. Several strategic decisions helped them at this point:
1. They chose a new logo as they felt that it was more classical, rich, and authoritative – something Shopper’s customers connect with. Black and white gives them a strong brand recall value.
2. The positioning was changed to “Bridge to Luxury”, which clearly helped them differentiate themselves from their competitors. They also changed the tagline to ‘Start Something New’, which fit in with the changing mood of their consumers.
3. They continued with their “First Citizen” program, which had yielded very satisfactory results in the initial phase, with only minute changes. This program helped to retain customers and add to the perceived value of the brand. It also served as a strong brand pull creator as it created a niche for its frequent shoppers and raised the expectations of the customer in terms of expected value from the brand.
4. The service underwent quite a change:
• They had a new dress code in black and white for the employees and training sessions for the employees to help them tackle demanding customers with varied tastes.
• They introduced a company anthem for the staffers penned by renowned lyricist Gulzar and sung by popular Indian playback singer Sonu Nigam. It was played every morning across all outlets in the country as a song of celebration.
• They brought out collectible shopping bags with different themes and launched the first in the series based on the theme ‘Fashion for the Ages’.
• They launched an in-store radio in association with Blue Frog Media Pvt. Ltd
5. They stressed on a green message, starting an environmental awareness campaign called ‘Think Green’. As part of this initiative, they planted more than 500 trees and distributed 1,500,000 seed sachets among its customers.
6. They were the first brand to introduce the concept of “Customer Care Associate”, where everyone in the company is first designated a “Customer Care Associate” to reinforce at all levels that the customer always comes first.
7. They introduced a new concept in the retail industry by setting up trial rooms with day and night lighting options so that consumers could check how garments would look during the day and in the night.
[attachment=29549]
With over 143 million subscribers in India, Bharti Airtel is the leading player in the Indian telecom sector. Airtel rebranded its identity, which became the master brand for all 19 countries including 16 countries in Africa (where it acquired Zain Telecom), and Bangladesh (where it acquired Warid Telecom). Company has come up with a new logo design and signature tune, and it will spend Rs 340 crores globally to market it. The new logo does not have the capital 'A', but the red colour will still be dominant in the new brand. The red colour, of the brand, continues to represent heritage, energy and passion. Also the new logo has lot similarities with the logo of erstwhile Zain Telecom.
Airtel has reported consolidated revenues of Rs. 15756 crores for the quarter ended December 31st 2010, up 52.9% year on year, largely on the back of the addition of its Africa revenues.Airtel has almost 200 million mobile customers at present – around 152 million of them in India, 42 million in Africa, and almost five million in Bangladesh and Sri Lanka.In India, it has 3.3 million Telemedia and 4.9 million Digital TV customers.
In the course of expanding internationally with the acquisition of companies like Zain and Warid, Airtel is trying to gain an international image in the minds of all the users in various countries it operates in. It is the first time in 15 years that company is changing its logo. The acquisition of Zain added about 40 million subscribers from African countries. Zain is the market leader in 10 countries among the 15 countries acquired by Airtel and on second position in 4 countries. Because of the huge subscriber base in new market, change in logo has been done keeping in mind its synchronization with the logo of Zain. The purpose of the synchronization is to give the sense of continuity to African subscribers (of erstwhile Zain) in form of new logo of Airtel (which is very similar with that of Zain).
Re-branding Shoppers’ Stop- the Start of Something New!
Shopper’s Stop was launched by K Raheja Corp. in October 1991, with the objective of being a men’s ready to wear store. However, it soon grew into a complete lifestyle store, and changed the concept of organised retail in India along the way. It provided its customers with an international standard of shopping. Its wide range of merchandise, exclusive shop-in-shop counters of international brands and world class customer support were enough to woo the Indian consumer in 1991, and firmly establish itself in the retail industry.
However, it started facing tough competition in the mid 2000’s, as competitors like Globus, Westside and Lifestyle, who catered to the same segment of customers, entered the market. The youth, which was the main target segment, wanted trendy products. Shoppers’ Stop felt that re-branding itself would be a good idea at this point. However, before taking the plunge, they went through a series of workshops called ‘Trial Room’, to understand the preferences of consumers. They realised that not just the logo, the entire look and feel of the brand would have to change.
The brand idea needed to connect to younger people. Several strategic decisions helped them at this point:
1. They chose a new logo as they felt that it was more classical, rich, and authoritative – something Shopper’s customers connect with. Black and white gives them a strong brand recall value.
2. The positioning was changed to “Bridge to Luxury”, which clearly helped them differentiate themselves from their competitors. They also changed the tagline to ‘Start Something New’, which fit in with the changing mood of their consumers.
3. They continued with their “First Citizen” program, which had yielded very satisfactory results in the initial phase, with only minute changes. This program helped to retain customers and add to the perceived value of the brand. It also served as a strong brand pull creator as it created a niche for its frequent shoppers and raised the expectations of the customer in terms of expected value from the brand.
4. The service underwent quite a change:
• They had a new dress code in black and white for the employees and training sessions for the employees to help them tackle demanding customers with varied tastes.
• They introduced a company anthem for the staffers penned by renowned lyricist Gulzar and sung by popular Indian playback singer Sonu Nigam. It was played every morning across all outlets in the country as a song of celebration.
• They brought out collectible shopping bags with different themes and launched the first in the series based on the theme ‘Fashion for the Ages’.
• They launched an in-store radio in association with Blue Frog Media Pvt. Ltd
5. They stressed on a green message, starting an environmental awareness campaign called ‘Think Green’. As part of this initiative, they planted more than 500 trees and distributed 1,500,000 seed sachets among its customers.
6. They were the first brand to introduce the concept of “Customer Care Associate”, where everyone in the company is first designated a “Customer Care Associate” to reinforce at all levels that the customer always comes first.
7. They introduced a new concept in the retail industry by setting up trial rooms with day and night lighting options so that consumers could check how garments would look during the day and in the night.