Turning of ͞Warid͟ into ͞Airtel͟ | BackBenchers

Thesis
On
Brand Management

Submitted to : Mr. Rafiuddin Ahmed
Assistant Professor
Department of Marketing
Faculty of Business Studies
University of Dhaka

Submitted By : BackBenchers
4
th
Year 1
st
Semester
Section: A
Department of Marketing
Faculty of Business Studies
University of Dhaka

Date of Submission
16
th
April 2011

Group Profile
Group Leader ID
Taufique Haque Ashique 113

Members ID
Mohammad Rashed Bin Enam 001
Md. Fazle Rabbi Khadem 093
Seamat Sultana 137
Md. Moshiur Rahaman Rony 171
Faisal Bin Haque 175
S.M Mehedi Hasan 177










ڍTurning of Warid into Airtel Bangladesh: Customer impactڎ
Study 1:
Mukto, a 4
th
year student of Dhaka University, says ڍI am using warid
from the inception of warid telecom in Bangladesh. When Airtel
purchased the 70% stake and changed the name from Warid to Airtel, it
was a bit weird. Till now, I use Warid whenever I have to refill my
balance or purchase cards. ڍAirtelڎ triggers nothing in my head.ڎ
Study 2
Enamul Haque, a government employee, says ڍAll of the carriers in
Bangladesh are operated by renowned foreign mobile service provider
companies except TeleTalk. So it was the same when ڍWaridڎ was
ڍWaridڎ. Personally I hate Indian goods, I donڊt know why. When the
name changed to ڍAirtelڎ, I stopped using the product.ڎ
Study 3
Mehedi, an executive of a private service firm, says ڍAs you know,
Airtel is a pioneer of mobile telephony in South- Asia. May be one of
the most pronounced words in South- Asia. My reaction was OK! Since
childhood, we are bombarded by the ډAirtelڊ word, thanks to the Indian
channels!
Intro
Airtel Bangladesh is the sixth mobile phone carrier to enter the
Bangladeshi market, and launched commercial operations on May 10,
2007. Warid Telecom International LLC sold a majority 70% stake in the
company to Indiaڊs Bharti Airtel Limited for US$ 300 million. Airtel
rebranded all of Waridڊs products from December 20, 2010. Bharti
Airtel is making a fresh investment of US$300 million to rapidly
expand the operations of Warid Telecom and have management and board
control of the company.
Customer Impact
Rebranding requires a great deal of effort and commitment towards the
existing customers. Warid entered the market in 2005 and was well
branded, thanks to some rumors early in 2005. Since then Warid Telecom
tried to capture the market, especially the niche market of youths. On
the other hand, djuice was and still the leader in case of capturing
the youth market. But it was warid who really started the price war
among the phone carriers. What Warid was short of is the network.
Thatڊs why people from remote areas never heard of Warid Telecom and
its services.
On the other hand, Airtel incepted in 1995 in India. When Airtel
purchased the majority stake and rebranded it was a mixed impact among
the people, precisely the customers.
Was the reaction ڍGoodڎ?
Certainly, Airtel passed the hurdle of rebranding. I heard some people
exclaimed ڍMy God, Airtel!ڎ. The sentence says it all. We can call it
a successful transition. Mostly the reaction was good. Here are the
reasons:
1. Airtel is in the telephony market for over 15 years. People in
Bangladesh love to watch hindi serials, I wonder why they watch
such filthy materials. Remembering that, in clutter youڊll find
at least one Airtel advertisement. People are used to it. So
when rebranded there were no negative impact among people in
Bangladesh.
2. Recently Airtel introduced 3G in India. Some was hopeful that
Airtel is going to introduce it in Bangladesh market.
3. Usually Airtel provides flat rates on calls in India. Remembering
this in mind, some welcomed the transition from warid to Airtel.
Whatever the reasons are, Airtel was welcomed warm heartedly because
of the fact that Airtel has already a huge customer base. It rare that
a person never heard of Airtel in his/ her life. This was one the
strong points of Airtel to gamble in the super- high competitive
mobile market.
Negative Reaction
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Thesis On Brand Management Submitted to : Mr. Rafiuddin Ahmed Assistant Professor Department of Marketing Faculty of Business Studies University of Dhaka Submitted By : BackBenchers 4th Year 1st Semester Section: A Department of Marketing Faculty of Business Studies University of Dhaka Date of Submission 16th April 2011 .

Moshiur Rahaman Rony Faisal Bin Haque S.M Mehedi Hasan ID 001 093 137 171 175 177 . Fazle Rabbi Khadem Seamat Sultana Md.Group Profile Group Leader Taufique Haque Ashique ID 113 Members Mohammad Rashed Bin Enam Md.

So it was the same when Warid was Warid . says South. an executive of a private service Airtel is a pioneer of mobile telephony in the most pronounced words in South. I don t know why. thanks to some rumors early in 2005. I stopped using the product. I use Warid whenever I have to refill my balance or purchase cards. On firm. says I am using warid from the inception of warid telecom in Bangladesh.Turning of Warid into Airtel Bangladesh: Customer impact Study 1: Mukto. Study 3 Mehedi. Airtel triggers nothing in my head.Asia. Since then Warid Telecom tried to capture the market. and launched commercial operations on May 10. we are bombarded by the Airtel channels! Intro Airtel Bangladesh is the sixth mobile phone carrier to enter the Bangladeshi market. childhood. especially the niche market of youths. Till now. When Airtel purchased the 70% stake and changed the name from Warid to Airtel. Warid Telecom International LLC sold a majority 70% stake in the company to India s Bharti Airtel Limited for US$ 300 million. 2010. 2007. Personally I hate Indian goods.Asia. Bharti Airtel is making a fresh investment of US$300 million to rapidly expand the operations of Warid Telecom and have management and board control of the company. a 4th year student of Dhaka University. thanks As you know. Study 2 Enamul Haque. a government employee. says All of the carriers in Bangladesh are operated by renowned foreign mobile service provider companies except TeleTalk. Airtel rebranded all of Warid s products from December 20. it was a bit weird. Warid entered the market in 2005 and was well branded. May be one of was OK! Since to the Indian . Customer Impact Rebranding requires a great deal of effort and commitment towards the existing customers. When the name changed to Airtel . My reaction word.

I heard some people exclaimed My God. Airtel is in the telephony market for over 15 years. Airtel passed the hurdle of rebranding. The sentence says it all. That s why people from remote areas never heard of Warid Telecom and its services. We can call it a successful transition. Negative Reaction h›u ›‚” z”†‚”‹ ό‰’” …— h‹”›„ ›†ô– i• £”† ‘‰•sy— Š”Ž‰”›‘†b ‰”†ew”Ž– s›y s›£s•„† ‡ †” ‰”eŽ”›„ o †”‹ ‡•‰‚ᆠ’›£ Œ”£ . I wonder why they watch such filthy materials.the other hand. some welcomed the transition from warid to Airtel. precisely the customers. djuice was and still the leader in case of capturing the youth market. 2. Remembering this in mind. in clutter you ll find at least one Airtel advertisement. People are used to it. When Airtel purchased the majority stake and rebranded it was a mixed impact among the people. On the other hand. Mostly the reaction was good. Airtel! . Recently Airtel introduced 3G in India. Was the reaction Good ? Certainly. It rare that a person never heard of Airtel in his/ her life. What Warid was short of is the network. But it was warid who really started the price war among the phone carriers. Here are the reasons: 1.high competitive mobile market. Some was hopeful that Airtel is going to introduce it in Bangladesh market. People in Bangladesh love to watch hindi serials. So when rebranded there were no negative impact among people in Bangladesh. Whatever the reasons are. 3. Remembering that. Airtel was welcomed warm heartedly because of the fact that Airtel has already a huge customer base. Airtel incepted in 1995 in India. Usually Airtel provides flat rates on calls in India. This was one the strong points of Airtel to gamble in the super.