BRAND MANEGEMENT MKT654

Assignment 6

Brand Audit-ZOOM Meeting

Submitted by:

Karan Trivedi AU1814018

Submitted to:

Prof. Jinal Parikh

Date: 02-04-2020

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Q. Pick any online meeting portal of your choice and conduct its Brand audit i.e. Brand
Exploratory and Brand Inventory (in your opinion).

Ans) The online meeting portal Zoom is selected and conducting Brand audit of it. The idea to
undertake this platform come at the time when due to Covid-19 outbreak, Lockdown is imposed and
universities online session are conducted on this platform. Also, mentioning the fact that, such digital
online meeting portals like Zoom, Skype, Zoho Meeting, GoToMeeting, Google meet are all
benefited due to Covid-19 and these platforms are on the growth and making money in the crisis
despite the world facing a recession.

Zoom is a cloud-based video conferencing tool with a local, desktop client and a mobile app that
allows users to meet online, with or without video. Zoom users can choose to record sessions,
collaborate on projects, and share or annotate on one another's screens, all with one easy-to-use
platform. Zoom is used by over 500,000 customer organizations and is rank 1 in customer
satisfaction. As per research, Zoom is the most popular video conferencing solution for companies
with 500 employees or fewer, and the second-most popular solution for companies with more than
500 employees, after Skype for Business. In 2019, more than 500 Fortune 500 companies were
using Zoom.

Brand Exploratory

1. Awareness: Zoom was started back in 2011 by Eric Yuan. Though, the Brand had a limited
awareness as it was only used for big corporate companies. The target customer were the big
corporates of fortune 500 companies. But these days Zoom has become the buzz word. Not
only school colleges and formal meetings are conducted here but there are many informal
meetings i.e. a large group of friends using zoom to stay in touch with each other. According
to statistics, the number of users using zoom increased by over 67% in mid-march which were
earlier at the start of the year 2020. So, in a way Coivd-19 has been a boon for the applications
like Zoom. It has definitely helped in increasing the awareness of the brand.

2. Favourability: There are many competitors of this online meeting application of Zoom.
Skype, Zoho, Google hangouts are a few to name. Now the favorability is ensured in its usage
and quality. The clients of Zoom are very loyal and they stick to its usage due to some or the
other reason. This shows the favorability of the market. A good favorability fetches a good

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 market share. Good quality includes, smooth connection, easy user interface, unique features
that help the consumer like recording, sharing the screen.

3. Uniqueness of associations: The uniqueness of the brand is its features and user friendly
built. There are no restrictions to its usage and consumers find it very easy to use this
application. The whole procedure right from setting up an account to conducting a meeting is
very simple. This uniqueness is associated with the brand and so it is preferred over its
competitors. The Zoom app provides usually provides 40 minutes for meeting for those who
have not purchased the plan. But Zoom do provide free 40 minutes extra for first time users.
Also, way of interaction like scheduling the meeting, sending invited through mail. Reminder
Pop-ups of meeting all these features connects the user with the brand and keep it attached.

Brand Inventory

1. Brand element: Brand elements of zoom is its logo. The blue and white icon symbolizing a
video clearly remarks its function. Also, it is easily accessible through any device this makes
it more associative to the brand and integrates itself as a brand element.

2. Supporting Marketing programs: Zoom has a referral program that provides commission
for generating Zoom subscription referrals through friends or family members or colleague
and it also markets itself with its access to training, partner portal and marketing material.
One can invite someone, earn the points and redeem it.

3. Profile of competitive brand: Understanding competitors’ profile is very important as it

shows how the company is doing in the market place. Also, this helps to quickly identify its
pricing and policy decision. So, zoom keeps itself updates with its competitors and tries to
have an edge over it. Skype, ZOHO meeting, Slack are the major competitors.

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 4. POPs and PODs: Zoom might have many things in parity with skype or hangouts.
POPs
• Both Zoom and Skype perform the similar function that is conducting meetings online.
• Both Zoom and Skype have similar operational grounds.
• Both Zoom and Skype has a similar basic need of operating that is connectivity, online
meetings.
PODs
• Both Zoom and Skype have different target segments, Skype majorly targets corporates and
zoom has no such focused target group.
• Both Zoom and Skype have positioned itself differently in the minds of consumers. Zoom
excels in content sharing capability while Skype is great for one-to-one meeting.
• Zoom is cross-platform compatible and offers basic version free of cost, while Skype offers
basic form free of service and doesn’t allows cross-platform compatibility.

5. Brand Mantra: - Zoom: Quality and Simplicity.

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