Brand Building Presentation, Niks

8/3/2019 Brand Building Presentation, Niks

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BRAND BUILDING

PRESENTATIONON

PRESENTED BY:

NIKUNJ DAMANI ( 07010 )


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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 ofcompetition.

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Industry

overview

Company

Overview

Current

Knowledge Structure

Desired

Knowledge StructureGap Analysis

PositioningChoosing Brand

Elements

Marketing

activities

Leveraging

The brand

Phase 1: Overview

Phase 2: Determining brand picture

Phase 3: Developing Brand management Strategy

Phase 4: Measuring Brand

Measuring Return

on brand investment

Establishing

Brand Image

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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 is22%, 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

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CURRENT MARKET SHARE OF INDIA

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MARKET SHARE OF ADIPUR -

GANDHIDHAM

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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 specificcustomer segment with proper marketing has been key to

success for virgin mobile across the globe.

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CONTINUE

Increased use of data services in future due to technological

advancements.

So, in mobile sector where all other players are trying toprovide similar service to different customer segments, virgin

is targeting specific segment with tailor made plans keeping its

long term goals in mind.

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VIRGINS BUSINESS MODEL

With intensive competition and reducing voice tariffs, the

profit margins for voice service are decreasing day by day. So,

the future profit strategy is maximizing profit margins through

data services and it is youth segment which provides

maximum data service revenues.

Future projection of increasing young and working population

of India as 65% of overall population by 2020.

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COMMUNICATION OF VIRGIN BRAND

Virgin mobile has communicated itself as the youth oriented

brand of India through various communication channels. They

are:

ThinkHat ke advertisement campaign targeting youth

Red and vibrant website look with youth focused language

Tailor made plans for young segment

Getting paid for incoming calls: a source of recharge option

for youth

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LEVELS OF PRODUCT

Core Benefit

Generic Product

Expected Product

Augmented Product

Potential Product

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About VIRGIN MOBILE

Core Benefit : Communication

Generic Product : Good coverage, Schemes, Customer

Service,Value Added services.

Expected Product : VAS, reasonable call rates and excellent

network coverage.

Augmented Product: good battery life, earphones and userfriendly.

Potential Product : Video calls and GPRS

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RESEARCH METHODOLOGY

Sample Size : 50

Sampling Technique : Convenience

Methodology : Questionnaire

Informal Interview

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Customer Based Brand Equity

Pyramid

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

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CURRENT MENTAL MAP

VIRGIN

MOBILE

STYLISH

THINK HAT

KE

GETTING

PAID FOR

INCOMING

YOUTH

CULTURE

50 PAISE

OUTGOING

RATE

FREE SMS

FACILITY

ATTRACTIVE

MODELS

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RESEARCH ANALYSIS

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y (w


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Salience : Identity (who are

you)???

Out of 50 respondents, no one has Top of the mind

Awareness level is 90% .

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(W


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Performance : Meaning (What

are you?)

2 correspondents out of 50 has used virgin mobile.

The major reason for others not using virgin mobile is due to

its unavailability in this region.

Virgin service is available at very less places so only those

respondents who frequently visits metro cities of the nation

has used it.

All the respondents are ready to try the virgin service due to its

highly attractive marketing activities, specially television

commercials. 19

y (W


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Imagery: Meaning (What are

you?)

Respondents feel that the concept of virgin mobile will be

more beneficial to the customers.

The first service provider to be focused particularly on youthsegment which comprises of almost 70 % of Indian

population.

Perception of good value added services as delivered through

advertisements.

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g s R s o s (W


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Judgments Response (What

about you?)

QUALITY:

Cost of service and other value added services is low.

The quality of the service will be directly compared with

the existing market leaders having high trust from the

customers for their brand.

CREDIBILITY:

Trust: low

Understanding consumer needs: high21


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CONTINUE

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:

Tailor made plans for the consumers

Benefits of free SMS, attractive handsets etc.

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Feelings Response (What about


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Feelings - Response (What about

you?)

Warmth - No

Fun - Yes

Excitement - Yes

Security - No

Social Approval - No

Self Respect - No

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RESONANCE Relationships (What


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RESONANCE Relationships (What

about you and me?)

LOYALTY & ATTACHMENT: as the respondents have

never used the virgin mobile service, there is no loyalty or

attachment for the brand.

ENGAGEMENT:

Engagement is high as people are interested to know more

about the brand and also ready to feel the experience of

brand.

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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 everlaunched by any other player in past.

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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 teleservicealready 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 thesegment.

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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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CONTINUE

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:

Consumers must be aware of all the benefits of virgin

mobile.

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FEELINGS

All the following feelings of the consumers must be converted in

to positive attitude towards the brand.

Warmth - Yes

Fun - Yes

Excitement - Yes

Security - Yes

Social Approval - Yes

Self Respect - Yes 31


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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 incustomers which is difficult to break.

Virgin can not launch its service unless and until tata

teleservice already exists.

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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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Market Communication objective

To increase the awareness about the brand along with new and

stylish models, schemes and value added services.

Create strong positive brand image.

Motivate youth to select the virgin mobile as an alternate for

communication and then shifting them as regular customer.

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Market communication


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Market communication

Functional Area Objective

Advertisement ( Create awareness about the brand and new

models and facilities)

Consumer Promotions (In order to launch the product)

Event Organization at colleges and theatres where young

generation is found at large. (Increase sense of belonging)

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Strategic Management Process

Identify and establish Brand Positioning and Values.

Plan and implement Brand marketing program.

Measure and interpret Brand performance.

Grow and sustain Brand Equity.

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Identify & Establish


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Identify & Establish

Brand Position and Values

Target Market: Consumer Segmentation Bases

Geographic: Region: West Gujarat

City : Adipur & Gandhidham

Demographic: Income : 50,000 & above

Age : 1525 years

Gender : Male/Female

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CONTINUE

Behavioral: User Status : Non-user, potential user,

regular user

Usage occasion : Regular

Psychographics: Activities and lifestyle : young generation

who is specially Outdoor-oriented, always

want to stay in connection with close

friends.

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CONTINUE

COMPETITORS

Airtel

BSNL

Vodafone

Reliance

Idea

Tata Indicomm

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CONTINUE

POINTS OF PARITY

Value added services

Recharge schemes

Online facility for recharge

Availability of wide range of instruments

Good network

Good popularity

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CONTINUE

POINTS OF DIFFERENCE

Get paid for incoming calls.

50 paisa for all calls across the country.

A brand truly meant for the young India which is reflected at

each & every touch point.

Extensive data service offers in the form of vbytes.

Excellent value added plans.

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CONTINUE

POSITIONING

GOHELLO

-TALK MORE,TAKE MORE

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Plan & Implement Brand


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Plan & Implement Brand

Marketing Program

BRAND ELEMENTS

Brand Name: Virgin Mobile

Logo:

Slogan: Go Hello

Jingle:talk more, take more

URL: www.virginmobile.com

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Designing marketing programs


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Designing marketing programs

to build Brand Equity

PRODUCT : NO CHANGE

Virgin Mobile offers six RUIM enabled

handsets with colour screen, FM radio and

include one touch access for Vbytes-Virgin

Mobiles VAS portal.

PRICE : NO CHANGE

The handsets are priced in the range of

Rs2000-5000.

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CONTINUE

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,Univercell, Croma, Convergem, Big C, Vishal Mega Mart,

Vijay Sales and Sangeetha are some of the places where virgin

mobiles are available. 48


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CONTINUE

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

proof of identity will be collected in person. Customers taking

advantage of online shopping will also be offered additional

talk time, extra messages as well as other freebies.49


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CONTINUE

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

used wisely to attract the targeted audience.

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Integrating Brand


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Integrating BrandMarketing Activities

ADVERTISEMENTS:

Hoardings

Pole Kiosks

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.

Tie up with local shopping malls in the city to attract more

customers.

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BUDGET

TASK ESTIMATED COST

(RS)

Add in local newspaper

Half page add, 2 times/month for 4 months @3500/add

28,000

Consumer Promotion Activities done 50,000

5 Hoardings (5* 7500* 6 mths) 2,25,000

10 Pole Kiosks (Rs.350 each * 12) 42,000

Electronic Boards 1,00,000

Leaflets 5,000

Schemes for distributors 20,000

Organizing Events at colleges 30,000

TOTAL ESTIMATED COST Rs. 5,00,000

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Media/Message Delivery System

TALK MORE, GET MORE54


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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.

Check the effects of advertisements by communication-effect

research.

Check whether Steps taken by me are implemented properly

on Time.

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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

awareness and educate people about the various benefits.

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Brand Building Presentation, Niks

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