Image Management

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IMAGE IS EVERYTHING

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We all have one

But few work to Project & Protect it

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What is an Image?

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An image is a dynamic & profound affirmation of nature, culture & structure.

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•Corporate image is defined as the perceived sum of the entire organization, its objectives and plans

•The Corporate image comprises all the visual, verbal and behavioural elements that make up the organization

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Its ‘walk the talk’ game

Image is created by what we do & how we do it

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Why managing an Image

is so Important?

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Importance • differentiate itself from competition • world of deteriorating brand power • rising perceptions of parity products • reducing employee & customer loyalty• to create recognized added- value to the

products and services • to prosper in an increasingly competitive and

constantly changing global marketplace

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According to the Opinion Research Corporation (ORC)…

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97 percent of the respondents acknowledged that image accounts for a significant measure of the successes and

failures of their organizations.

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An Image integrates…

MISSION

VISION

STRATEGY

Constantly managed

Sustained & Supported

Thoroughly Planned

VISION

STRATEGY MISSION

.

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•Focuses on the very heart and soul of the organization, to the extent of evaluating& determining organization's key purposes. It representshighest levels of functional control of the organization

MARKETING

MANAGEMENT

Relevance of Image Management

•The ultimate battleground for winning and maintaining customer relationships now takes place in the minds, hearts, emotions and perceptions of the customers.

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Image Audiences

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PERCEPTION

Suppliers

Media

Customers

Shareholders

Employees

Community

Corporate

Image

Image Audience

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Image Portrayal

accurately reflect level of the organisation's

commitment to quality, excellence and

relationships with its various constituents

encompasses company's products, services, management style,

communications activities & actions around the world

the perceived sum of the entire

organization, objectives and plans

CLEAR

CONCISE

CONCRETE

For the target audience

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Benefits of a Strong Image

• A complete awareness among managers of the firm's long-range goals

• More clearly defined corporate objectives and direction• Improved insights into competitive positions and market

conditions• Improved internal and external communications• A positive accounting to customers of the firm's position

in the industry and the marketplace• Improved understanding of the organization within the

financial community• Better understanding of the company, its objectives and

its direction by employees, suppliers, directors, and the media

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Influences on Image

• The product Consistent high quality from people like Hewlett Packard, Compaq,

IBM, Tektronix, and others has positioned these companies above their competition.

• Service IBM may not have the most advanced products, but no one

questions the level of service they provide.

• Finance Microsoft, IBM, Compaq, Apple, DEC, HP and others is a strong

factor in purchasing decisions and affects the future successes of those firms.

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Influences on Image

• Employees Happy, productive employees are a powerful market influence

• Sense of Citizenship HP, Intel, National Semiconductor and other industry leaders have

become more vocal and more visible in taking strong positions regarding technology drain, technology transfer and international sales.

• Acquisition Policy The ability to assimilate new acquisitions into existing corporate

structures is also important, as Gould and Xerox have realized.

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So the mantra is…

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Stand up with a happy, healthy face

That reflects honesty, integrity,

reliability & credibility

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And as they say…

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“Watch your thoughts; they become words. Watch your words; they become actions.Watch your actions; they become habits.

Watch your habits; they become character. Watch your character; it becomes your destiny.”

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The Case Study

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Bharti Airtel

• Largest Private Integrated Telecom Company in India

• 3rd Largest Wireless Operator in the World

• Largest & Fastest Growing Wireless Operator in India

• Largest Telecom Company listed on Indian Stock Exchange

25GROUP 7

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Product Offerings

Broadband DTH services

Mobility VAS Corporate services

Brand Airtel

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Core values

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Performance

DynamismLeadership

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Airtel – Strategy

MANTRA : Focus on Core Competencies and Outsource the rest!

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Targeted by top talent

Loved by more customers

Benchmarked by more

businesses

.

By 2010 Airtel will be the most admired brand in India

Vision 2010

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Performance till date

• Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened in 1995.

• It has managed to hold on to its leadership position inspite of the presence of other players with deep pockets – Ambani’s, Tata’s, Birla’s and Vodafone.

• Has coped well with regulatory changes.• Continues to attract and delight customers.

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Segmentation

• Basic segmentation is done on the basis of regulatory norms – telecom circles

• The state is further divided into three category on the basis of geography - class A, class B, class C

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Targeting

Every one is a target:

• Elite

• Up market professionals

• Corporates

• Low income mass category

• Youth

• Women and senior citizens

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Positioning

• Starting with “Power to keep in touch” – to convey the power of instant communication

• Positioned for premium category elite class of society

• Perception of aspirational & lifestyle brand

• Brand that always connotes leadership

• Sponsored games like Golf

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Repositioning

• Then “Touch Tomorrow” came at a time when indian telecom sector was witnessing the entry of more players

• Need to capture mass market• Urge to talk to a wider audience• New Airtel logo• Emphasis on core values

• leadership• dynamism• performance

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Repositioning

• Then came “Live every moment” – to capture the imagination of the customers

• Brand ambasadors-– Sachin Tendulkar– Shahrukh Khan– Kareena kapoor

• To evoke emotions & reactions among indian consumers, which one will experience in a lifetime

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Repositioning

• In 2003, Airtel repositioned its brand with “Express yourself” campaign

• Changed its logo to give more energetic and younger look

• Highlight capability of Airtel’s performance and network coverage

• Launched in regional

language

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Airtel Share

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Communicating via tag lines

• Power to keep in touch(1995)

• Touch tomorrow(1999)

• Live every moment(2002)

• Express yourself(2003)

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Image Communication Strategy

Barriers break when people talk

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Highly acclaimed campaigns like

• Leadership campaign

• Jai Hind campaign

• Quality Time campaign

• Magic dalo

• Magic hai to mumkin hai

• Atoot bandhan, atoot network

• Join the dots

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Airtel ambassadors over the years

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For Corporates

• Mobile services• Voice services• Satellite services• Managed data & internet services• Manage e-business services• Manage customized integrated solutions

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Youtopia

• Special tariff plan for youth- Youtopia

• Reduced tariffs, access to cell phones

• 14-19 years of age

• Expand customer base (limited to the

older age groups till now)

• Deviation from earlier positioning for

older people symbolizing dignity and

power

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Rural Strategies

Covers over 4,00,000 villages and hopes to expand to other 1,00,000 by 2009

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Airtel IFFCO launch

• Airtel unveiled the “Grameen Mobile Puratchi” campaign for the rural india

• The scheme is for 45 lakh society members of IKSCL( IFFCO KISAN SANCHAR COOPERATIVE LIMITED)

• Provides free Vas on – mandi prices, farming techniques, weather forcasts, dairy farming, animal husbndry, rural health initiatives

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First Mover Advantage

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Publicity & Events

Sponsored events• Delhi half marathon• Delhi golf tournament• Border- Gavaskar trophy• Indian fantasy league

Sponsored TV shows• Big Boss• KBC• Indian Idol• Bol Baby Bol

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Something for Everyone

• “Friendz” pre-paid plan

• “Ladies special” plan

• “Senior citizen” plan

• “Family celebration” plan

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Promotions through Health campaigns

• Airtel & WockHardt hospitals together launched a ‘good health campaign’ to mark world health day, comprising health check ups at 75% discount

• Many promotional campaigns for post paid customers offering heavy discounts available all around the year

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Public relations

• Unifies its brand under the flagship brand of Airtel

• New brand strategy to enhance simplicity, convenience & value to customers

• Strengthen CSR values of Airtel

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CSR initiatives by Airtel

• To be responsive to the needs of customers

• To continuously improve services• To be transparent & sensitive in the dealings with all the stakeholders• To trust & respect their employees

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CSR initiatives by Airtel

• Airtel Aashiana for the underprivileged children at the Mohali office of Airtel

• Tie up with an NGO to distribute daily surplus food to needy children

• Airtel experience centre for visually impaired people & for the deprived sections of the society

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CSR Initiatives

• In J&K has distributed free medicines, clothes & other utility items to “Missionaries of charity home for destitute”

• A tree plantation drive was carried out in various circles where free tee samplings were planted

• Airtel is in the process of setting up of 1000 Satya Bharti Schools to deliver education to underprivileged children in deep rural pockets of India

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Thank you &

Express yourselfBy:

Sunita SharmaMAMM II

Image Management

Business

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