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Case
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Reference no. W34578
Subject category: Strategy and General Management
Authors: Deep Desai (Ivey Publishing, Western University); Jaydeep Mukherjee (Management Development Institute (MDI), Gurgaon)
Published by: Ivey Publishing
Originally published in: 2024
Version: 2024-01-11
Length: 9 pages
Data source: Field research
Topics: Airtel; Brand architecture; Brand extension; New service; New product launch; General management; Marketing
Share a link: https://casecent.re/p/196430
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Abstract

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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.
Location:
India
Industry:
Information, media & telecommunications
Size:
Large
Other setting(s):
2023
Teaching note
-
Reference no. W34579
Subject category: Strategy and General Management
Authors: Deep Desai (Ivey Publishing, Western University); Jaydeep Mukherjee (Management Development Institute (MDI), Gurgaon)
Published by: Ivey Publishing
Originally published in: 2024
Version: 2024-01-11
Length: 7 pages
Data source: Field research
View full details

About

Abstract

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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Location:
India
Industry:
Information, media & telecommunications
Size:
Large
Other setting(s):
2023

Related

Teaching note
-
Reference no. W34579
Subject category: Strategy and General Management
Authors: Deep Desai (Ivey Publishing, Western University); Jaydeep Mukherjee (Management Development Institute (MDI), Gurgaon)
Published by: Ivey Publishing
Originally published in: 2024
Version: 2024-01-11
Length: 7 pages
Data source: Field research
View full details