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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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y
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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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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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COMPETITORS
Airtel
BSNL
Vodafone
Reliance
Idea
Tata Indicomm
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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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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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