Airtel: Create a New Brand or Use Existing Ones?

Name: Airtel: Create a New Brand or Use Existing Ones? (English version)
SKU: W34578

Deep Desai, Jaydeep Mukherjee

Product #:W34578

Supplier:MDI/Ivey

Discipline:General Management, Marketing

Setting:India, 2023

Details:Case (PDF) • 9 pages • 2024-01-11

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Niraj Sharma, Director of Marketing at Airtel, located in India, and his team prepared to launch India’s first telecom convergence product – a single telecom plan that provided mobile, paid TV, and WiFi services under one bill plan. Telecom convergence was expected to be the next big battle against the deep-pocket competitor Jio Telecom. In January 2023, there were three branding options on the table: positioning this convergence plan as a premium offering under the current Airtel brand; using the Airtel Xstream brand; or launching an entirely new brand – Airtel Black that encompassed Airtel mobile and Airtel Xstream services. The company wanted to drive its business growth across different products, including the proposed convergence.

Learning Objectives

After going through the case, participants will be learning the following brand management understanding:

Conceptual understanding of brand architecture, brand strategy, and its business implications.
Understand the utility and implications of brand extension vs new brand launch.
Understand management decision-making approach to a brand strategy under a competitive environment.

Airtel: Create a New Brand or Use Existing Ones?

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Learning Objectives