November 26, 2010 03:15PM

http://234next.com/csp/cms/sites/Next/Home/5646625-146/brand_matters_airtel-_an_abiku_network.csp

I am a subscriber on the Zain network, and what I discovered during the recent name change to Airtel informed this write-up. Its importance made me jettison some other outlined topics.

This is an interesting issue, as Airtel replaced Zain network over the weekend, with several consumers unaware that they are hooked on a new network. What has become very critical is the approach adopted in the name change. Airtel suddenly replaced Zain, without the target consumers gaining firsthand knowledge.

Airtel should have garnered consumer’s attention through specific communication channels before the eventual unveiling. It should have created a bit of excitement amongst the consumers about the new network. When Etisalat came in, it leveraged on a platform of registering preferred numbers for consumers. This motivated several Nigerians to connect with the network.

A coherent strategy to generate massive awareness for the name change amongst consumers would have been a potent tool to arouse the audience interest and gain their attention. When people saw red billboards with Airtel logo, they asked questions, and this shows limited awareness about the name change.

Identity crisis

A brand name should also be one that appeals to the consumer. It is surprising to note that even subscribers on the network do not know the name of their new network. A subscriber within my office complex asked which one is Airtel again?

The network on my phone, as I write, still reads ‘ZAIN NG’. I learnt of the proposed buy over of Zain months back. The period should have been utilised to sensitise Nigerians about the new brand name, its offerings, and benefits to them. Airtel should have developed a strategy which is aimed at touching base with the consumers. Presently, the brand has identity crisis with the consumers, due to the process of name change that has resultant effects on poor network quality.

I conducted a dipstick research on the name change in order to gauge the perception of ZAIN subscribers. The results were very revealing, as virtually all respondents interviewed have lost confidence in the network. Some were unhappy they could not load recharge cards on their phone since the name change.

The most critical response is that quite a lot of subscribers have migrated to other networks. It is equally important to state here that many were surprised at the name change, as they were caught unawares.

Airtel should have conducted a comprehensive research on the potential outcome of the name change. This would have enabled the network gain insights about the perception of the consumers. The brand needs to understand consumers’ perception, as this influences their behaviour. This has resulted in the decisions of some consumers dropping the brand, prior to the name change. Airtel would have touched base with consumers, gauge their perception, and allay their fears about the name change through the research. What sets Airtel apart from other networks would have been revealed.

No structured strategy

There was no structured communication strategy to inform the consumers about the name change. Airtel may embark on a name change, but can it match up to the desired image? Consumers must be able to trust the brand while they also need to be treated with respect. It becomes difficult to change perceptions and to transcend current stereotypes related to particular brand images.

It is already visible that there is consumers’ remorse. This was revealed through the ‘on the street’ dipstick research. Consumer’s remorse occurs when changes take place after a consumer patronises a brand, which s/he regrets later.

Now, consumers on the network are unhappy and unsatisfied with network quality. Airtel needs to contend for consumer’s loyalty and have consistency in service delivery.

I was pleasantly surprised when a story in a newspaper on November 22, credited to Airtel chairman, read: ‘Airtel will give MTN a good fight’. My view is that this should not be the starting point for Airtel. What this portends is that Airtel might even be heading towards the wrong direction. Airtel needs to fully understand the key parameters on ground and map out strategies to remain a preferred network for its consumers. Airtel needs to gauge the perception of subscribers on its network and give them a reassurance that it will improve on its offerings.

The brand needs to gather a substantial momentum against competition. It is coming at a time when several Nigerians perceive Etisalat as the best network. There should be a high visible marketing and public relations intervention to position the brand in the minds of Nigerians.

We indeed await Airtel to showcase and leverage what is stands for to Nigerians. It is only then we will all know we know what freedom means.