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Brand Building Presentation, Niks
Brand Building Presentation, Niks
What is Brand?
Brand is a name, term, sign, symbol or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
Phase 1: Overview
Industry overview Company Overview
Gap Analysis
INDUSTRY OVERVIEW
Telecommunication Industry is the worlds fastest growing sector. India is the fastest growing mobile (service provider) market in
World.
Total subscriber base till Oct. 2008 in India is 260 million. 85% of the subscriber base is in prepaid segment. Industry growth is 22%, the cellular subscribers grew almost 73% in 2008 to touch 260 million mark .
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MAJOR PLAYERS
Airtel Reliance BSNL
Vodafone
Tata IDEA
COMPANY OVERVIEW
In Indian mobile market, Virgin mobile is a unique player based on its business model and strategy. It is the only service provider which does not hold any bandwidth and mobile setup infrastructure but uses Tata Teleservices spectrum and is penetrating market totally on its branding and marketing strategy. Creating a niche brand and promoting it to specific
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Increased use of data services in future due to technological advancements. So, in mobile sector where all other players are trying to
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LEVELS OF PRODUCT
Core Benefit Generic Product Expected Product
Augmented Product
Potential Product
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friendly.
Potential Product : Video calls and GPRS
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RESEARCH METHODOLOGY
Sample Size Sampling Technique Methodology : : : 50 Convenience Questionnaire
Informal Interview
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ATTRACTIVE MODELS
THINK HAT KE
VIRGIN MOBILE
YOUTH CULTURE
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RESEARCH ANALYSIS
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Out of 50 respondents, no one has Top of the mind Awareness level is 90% .
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commercials.
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of Indian
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CONSIDERATION: If the brand is launched in other parts of the nation in aggressive way then it will surely get success due to its attractive offers and additional benefits to the consumers. The consumer will prefer to go for the brand. SUPERIORITY:
No Yes Yes
Security
No
No No
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DESIRED STATUS
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SALIENCE
To increase awareness level of the brand to 100% Also to give knowledge regarding all the new customer beneficial schemes launched by virgin mobile and never ever
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PERFORMANCE
I would like to increase the performance on basis of following parameters: Introducing the service at all the places where tata teleservice
already exists.
Providing better customer service through customer care centers. Increasing the width of distribution channel
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IMAGERY
Making the Virgin brand as one of the successful brand of the industry. Providing new attractive offers which are unique in the
segment.
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JUDGEMENT
QUALITY: introduction at various places Better customer service through organised distribution
channel.
CREDIBILITY: New innovative offers and building trust in minds of customers for the brand.
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CONSIDERATION: As youth is the main target segment, the offers must be such at it attracts the target population at a large so that virgin becomes the most preferred brand while making any decision for communication purpose. SUPERIORITY:
FEELINGS
All the following feelings of the consumers must be converted in to positive attitude towards the brand.
Warmth
Yes
Fun
Excitement Security
Yes
Yes Yes Yes Yes
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RESONANCE
LOYALTY, ATTACHMENT AND ENGAGEMENT To increase the consumer loyalty I will keep introducing new and innovative schemes so that they never think to switch.
Once the customer prefers to use the virgin mobile, they will
be automatically get attach to the brand and also trust the brand due to its unique customized features as per their requirements.
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GAP ANALYSIS
It is difficult to convince the consumers to go for new brand which is new in the industry. The existing companies have tied a deep trust feeling in
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STRATEGIC DECISIONS
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BRANDING OBJECTIVE
To create a strong positive image like Quality product with wider range, Reliable service provider on whom you can trust upon and the best schemes provider for the young generation
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MARKETING OBJECTIVE
Brand awareness of 100% along with its benefits and innovative features.
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Demographic:
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Behavioral: User Status : Non-user, potential user, regular user Usage occasion : Regular
Psychographics:
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COMPETITORS Airtel BSNL
Vodafone
Reliance Idea Tata Indicomm
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POINTS OF PARITY Value added services Recharge schemes
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POINTS OF DIFFERENCE Get paid for incoming calls. 50 paisa for all calls across the country.
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POSITIONING
GO HELLO
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DISTRIBUTION CHANNEL: Virgin mobile makes its products available to the customer by both retail stores and online distribution. Selective Distribution: Virgin mobile has selected some retail outlets to distribute its products. It does not follow the strategy of intensive and exclusive distribution. The Mobile Store,
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Online Distribution: Virgin Mobile India has announced that customers can now buy Virgin Mobile branded products and services online. They just need to select the handset, plan and number of their choice by filling an online form. Post the payment transaction, handsets will be delivered to the customer within 24 - 48 hours and the requisite documents for
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Promotion: Virgin Mobile entered the Indian market in grand style. The company surprised the readers of a leading Indian daily when all the headlines on the front page were in the colour red. Virgin Mobile has used a very vibrant colour to relate itself with the targeted market. Apart from traditional media, internet and outdoor youth centric advertising has been
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Electronic Boards
EVENT MARKETING Event organized at different college campuses where youth is found at large (Different contests will be held and winners will be awarded with free handsets of virgin ).
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CONTINUE
CONSUMER PROMOTIONS Provide different schemes such as free VAS for a limited period, discounts on handsets etc.
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BUDGET
TASK Add in local newspaper Half page add, 2 times/month for 4 months @3500/add Consumer Promotion Activities done 5 Hoardings (5* 7500* 6 mths) 10 Pole Kiosks (Rs.350 each * 12) Electronic Boards Leaflets Schemes for distributors Organizing Events at colleges ESTIMATED COST (RS) 28,000
Rs. 5,00,000
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Brand Tracking
I will do brand tracking studies and collect information from consumers on routine basis. To understand where, how and in what ways brand value is
created.
Feed back of the consumers of competitors will be taken under consideration in order to identify the loop holes of the strategy.
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EVALUATION
Check Sales Level on Monthly Basis. Checking the attitude of consumers towards the brand during and after the marketing activities.
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Justification
As I have understood the consumer needs, I tried to cater the different needs by providing different schemes and offers. Also I have adopted for aggressive marketing, this will create
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