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Qtel's response to global competition

Qtel's response to global competition

Background

Qatar Telecom (Qtel), one of the largest employers in Qatar, had enjoyed the benefits of being a national corporation with a monopoly in its domestic market.

When the Qatari government opened its telecommunications industry to domestic and foreign providers in 2006, Qtel was suddenly thrust into competition with the international giants of the telecommunications industry.

Strategy

To maintain market leadership, Qtel was ready to develop new products and platforms and to aggressively cultivate customer satisfaction.

But in addition to being ready, Qtel would need to announce its readiness as a world-class brand, able to stand its ground against the invading telecom behemoths. Qtel would need a dramatic brand transformation.

Implementation

Extensive research showed that Qtel enjoyed widespread popular support and, in terms of product offerings, was well positioned to compete with an expansive product portfolio including cable TV, Internet, Wi-Fi and wireless phone service.

But research also indicated that Qtel had room for improvement in terms of responsiveness and customer-focus.

Siegel+Gale developed a brand positioning that is as bold as it is simple: "Fuel your senses." The new positioning suggests that Qtel not only provides engaging entertainment services, but also the means to stimulate all the customer’s senses with an exhaustive inventory of media products.

The creative implementation was equally bold, with simple, confident messaging and a provocative, new visual system featuring a bright color palette and striking symbols. To tackle the question of customer responsiveness head on, we conducted extensive brand training to motivate and inspire Qtel personnel, and optimised the product portfolio with streamlined brand architecture that clarifies Qtel's offerings and builds equity in the masterbrand.

Results

The debut of the new brand programme made headlines and garnered an entirely positive response from the public and business partners, alike. Qtel savvily leveraged the introduction of its assured message and upbeat presence to serve notice that the company was primed to hold its own against all competition in the Qatari marketplace.

According to Dr. Nasser Marafih, Qtel’s CEO: "Every act of communication offers a new sensation for people—excitement, satisfaction, surprise or peace of mind —and we really wanted a brand campaign that embodied that. All our services help to engage people's senses and emotions, and 'Fuel Your Senses' really captures that."

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