Bharti goes into reinvent mode

Brand Bharti Airtel is on a reinvent mode. The northbound and highly diversified subscriber base and rapidly changing technology have prompted the Bharti Airtel management to look into its brand identity for the second time in its 15-year history.

With subscriber diversity growing by the day, the company is looking at increased segmentation of its consumers while delivering a common overarching message that binds all subscribers under one umbrella.

While on the one hand, the company is mulling value-based segmentation of its subscribers, on the other, it plans to segment its consumers both demographically and psychographically. Never mind the size of each segment, Bharti Airtel plans to have one universal message going across to all of them.

Read more at The Economic Times