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Chandibai Himathmal
Mansukhani College,

T.Y.BMM (Advt)



Project By: - Lav Sharma

Roll. No:- 41

Submitted to Professor:- prof. Swati Sable


I take this opportunity to express my Deep sense of gratitude to our

Prof. Swati Sable MAM for her valuable guidance encouragement and
support extended to me during the course of completion of this project

It has been honor to work under the guidance throughout the span.
I the under signed here by certify that Mr. Lav Sharma Roll
no.41 of Smt. Chandibai Himathmal Mansukhani College of
T.Y.BMM (Sem-V) has completed project of “BRAND BUILDING
” under my guidance in the academic year 2009-10. The
information submitted by me is true and original to the best of my

Prof. Swati

Project Co-Ordintor


NAME Of The Brand

Features of the Brand & USP
Competitors analysis

Call analysis of the product
Developing a Brand
Four P’s of the product
How is it different from others


Brand category


Brand name


Brand is a name, a term, a sign, a symbol, a design or a combination
of all of these intended to identify the goods and services of one seller or a
group of sellers and to differentiate them from those of competitors.
A brand is a name or trademark connected with a product or producer.
Brands have become increasingly important components of culture and the
economy, now being described as “cultural accessories and personal


Call is a telecommunication network service company which is trying to

strengthen its root in the market by offering valuable calling plans and value
added services which will help its consumer to maintain his/her bill. There
are wide ranges of plans that the call offers to its consumer.


Make a Call
Features of Brand
Total Cost Control

Pre activated STD/ISD without deposits or rentals

Strong Network coverage

Instant Balance and Validity Enquiry

Recharge your Call Prepaid

Prepaid Roaming

High speed pocket internet

Reach us Anytime Anywhere.

Easy Billing

Easy Payment Options anytime anywhere

Credit limit

Strong Network Coverage

Long Distance Calling Facility

Widest Roaming - National and International

GPRS – Roaming( high speed.)

Reach us, Anytime Anywhere

Best Value Plan.

Important feature that only Call provides is Using Call sim number in
international roaming on the cheapest rate ever. Local call rates for
international roaming with the other service provider and providing the
same to the NRI’s in Mumbai.
Competitors Analysis
India being the second fastest growing economy with a huge consumer class has resulted
in consumer durables as one of the fastest growing industries in India. Airtel, Loop
Mobile, Call, Reliance, Tata and Vodafone. The companies have been maintaining the
lead in the industry. The last few years have seen stiff competition for leadership in the
Indian telecommunication market, especially among Reliance, Call, Airtel, and
Vodafone. The segment saw a growth of 7-8 per cent in 2008 and this year the industry is
hopeful of clocking a growth of 12-15 per cent.

In the past few years, the telecommunication market has seen the influx of US companies
like Vodafone. Who have managed to capture a sizeable portion of the market from
established players using innovative product lines and aggressive promotion campaigns.

The main competitors of the company are:

 Airtel,Vodafone
 Reliance Communication
 Tata Indicom

S.No. Wired-Line Service Total Subscribers Share in %


1 Bharti Airtel Limited 2,756,254 7.28

2 Reliance Communications 1,115,693 2.95

3 Tata Teleservices 929,564 2.45

4 Vodafone 3,575,909 9.45
SWOT Analysis of Call
SWOT analysis is also another way of deciding on a successful marketing scheme, we
must look at strength, weakness, opportunity and threat.

• Call has more than 65 million customers. It is the largest cellular provider in
India, and also supplies broadband and telephone services - as well as many other
telecommunications services to both domestic and corporate customers.
• Other stakeholders in Call include Sony-Ericsson, Nokia - and Sing Tel, with
whom they hold a strategic alliance. This means that the business has access to
knowledge and technology from other parts of the telecommunications world.
• The company has covered the entire Indian nation with its network. This has
underpinned its large and rising customer base.

• An often cited original weakness is that when the business was started over 28
years ago, the business has little knowledge and experience of how a cellular
telephone system actually worked. So the start-up business had to outsource to
industry experts in the field.
• Until recently Call did not own its own towers, which was a particular strength of
some of its competitors such as Hutchison Essar. Towers are important if your
company wishes to provide wide coverage nationally.
• The fact that the Call has not pulled off a deal because of signal the lack of any
real emerging market investment opportunity for the business once the Indian
market has become mature.

• National telecommunications and new technology brands see Call as a key
strategic player in the Indian market. Despite being forced to outsource much of
its technical operations in the early days, this allowed call to work from its own
blank sheet of paper, and to question industry approaches and practices - for
example replacing the Revenue-Per-Customer model with a Revenue-Per-Minute
model which is better suited to India, as the company moved into small and
remote villages and towns.
• The company is investing in its operation in 120,000 to 160,000 small villages
every year. It sees that less well-off consumers may only be able to afford a few
tens of Rupees per call, and also so that the business benefits are scalable - using
its 'Matchbox' strategy.
• Call is embarking on another joint venture with Vodafone Essar and Idea Cellular
to create a new independent tower company called Indus Towers. This new
business will control more than 60% of India's network towers. IPTV is another
potential new service that could underpin the company's long-term strategy.
• Airtel and Vodafone seem to be having an on/off relationship. Vodafone which
owned a 5.6% stake in the Airtel business sold it back to Airtel, and instead
invested in its rival Hutchison Essar. Knowledge and technology previously
available to Call now moves into the hands of one of its competitors.
• The quickly changing pace of the National telecommunications industry could
tempt Call to go along the acquisition trail which may make it vulnerable if the
world goes into recession. Perhaps this was an impact upon the decision not to
proceed with talks about the potential purchase. Call could also be the target for
the takeover vision of other global telecommunications players that wish to move
into the Indian market.


Market segmentation is the identification of portions of the market that are

different from one another. Segmentation allows the firm to better satisfy the
needs of its potential customers. Call’s market segmentation is all Classes


Target Marketing involves breaking a market into segments and then

concentrating your marketing efforts on one or a few key segments. Target
marketing can be the key to a small business’s success. Geographical area
which Call is targeting is only Mumbai as it is the initial stage of Call. So it
is targeting only in Mumbai and demography which Call has decided for its
product is 18 to 40 years.


It is the “added value” or augmented elements that determine a brand’s

positioning in the market place.
Positioning can be defined as follows:
Positioning is how a product appears in relation to other products in the

There are four Components of brand positioning they are as follows

1. Product class

2. Consumer Segment

3. Consumer Perception

4. Benefits offered by the brand

1.Product Class

Product class or a product market can be defined as a set of products/ brands

which are perceived as substitutes to satisfy specific consumer needs. Call is
a basic necessity of today’s market as it fulfills the telecommunication
needs of today’s social animal.

2.Consumer Segment
It is the way how the class of consumers is being shown

Call focuses on offering services all the calss.

3. Consumer Perception
Consumer Perception is what the consumer feels about the product after it is
established in the market.

4. Benefits offered by the Brand

The benefits which the brands offer are mentioned in this concept

The all new “Call” is fully loaded with a range of exciting new features.
It's a perfect complement to your evolved tastes and lifestyle. And the best
way to take your mobile bills towards decline in the bills is call

The new Call is a generation different from other telecommunication

services offering best value added services at cheaper rates and call to call
free lifetime scheme

Companies aim is to provide good network and efficient value added

services to its consumer. Main objective of the ad campaign is to make
the most efficient use of media in order to get its consumers.
Call is a Simcard offering best value plans and value added services

 Price of Call is always reasonable for Customers

 Advertising:

 Though TV , Sign boards , Bill boards , Radio and Newspaper

 Broachers , Posters ,Dummies and display stands

 Sale promotion:

 Gift like, , Mitsubishi split AC, watches and digital diary

 With Call offer 2500Rs original Blue tooth free

 With Call offer leather Wallet

 With Call offer caps and shirt


 Mumbai and main cities of Mumbai

 South Mumbai
 North Mumbai
 East Mumbai
 West Mumbai

 Channels:
Call > Distributor > Whole seller > Retailer > Customer

 Coverage:
Call available all over mumbai from 15 September

Call is offering free lifetime calling with best value added services at
cheaper rates n its best value plan which would help the consumer to reduce
its bill. Call will be offering exciting offers which would attract many of the
customers using other brand of telecommunication services.