Analysis of branding issues in cellular industry and study the impact of rebranding Airtel

Abstract

Indian Telecommunication industry (3rdlargestin theworld and the zndlargestamong the emergingeconomiesofAsiaandthefastestgrowingmarketintheW orld)hasseenexplosive growth in subscriber base in recentyears.But severalfactors like the changing trend,low tariffs,etc.keep buildingm arginpressureontheoperatorsin thiscategory. Inthisprojectfocusingintothecellularservice providercategory,wewilldiscussthe severalbranding issues ofthe existing players and how it is related to changing trend of custom erpreference,brand loyalty and custom ersatisfaction and the uncertaintiesinvolved in the path ahead.The issuesw illbe analyzed from theview pointofthe variousattributes and factorsthatcustom ervaluem ost. Then w ew illlook intohow Airtelhaslaunched arebranding exercise and itsim pacton custom erpreference.In thisprocessw ew illapply detailed questionnaire aswellastheoretical fram ew ork.Analyzing the responses from thatquestionnaire willhelp usto understand the im pactofrebranding ofAirtel.The purpose ofthis proposed research projectisto collect specificattitudinal,behavioraland generalinform ation regardingthe im pactofthe rebranding exercise.