BRAND BUILDING PRESENTATION ON

PRESENTED BY: NIKUNJ DAMANI ( 07010 )

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 of competition.

Phase 1: Overview
Industry overview Company Overview

Phase 2: Determining brand picture

Current Knowledge Structure Desired Knowledge Structure

Gap Analysis

Phase 3: Developing Brand management Strategy

Positioning
Choosing Brand Elements Marketing activities Leveraging The brand

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 is 22%, 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

CURRENT MARKET SHARE OF INDIA

MARKET SHARE OF ADIPUR GANDHIDHAM

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 specific

customer segment with proper marketing has been key to

success for virgin mobile across the globe.
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Increased use of data services in future due to technological advancements. So, in mobile sector where all other players are trying to

provide similar service to different customer segments, virgin

is targeting specific segment with tailor made plans keeping its long term goals in mind.

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: Think Hat 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 Generic Product Expected Product : Communication : Good coverage, Schemes, Customer Service,Value Added services. : VAS, reasonable call rates and excellent network coverage. Augmented Product: good battery life, earphones and user

friendly.
Potential Product : Video calls and GPRS
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RESEARCH METHODOLOGY
Sample Size Sampling Technique Methodology : : : 50 Convenience 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

STYLISH

ATTRACTIVE MODELS

THINK HAT KE

FREE SMS FACILITY

VIRGIN MOBILE

GETTING PAID FOR INCOMING

50 PAISE OUTGOING RATE

YOUTH CULTURE

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RESEARCH ANALYSIS

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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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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.

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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 youth

segment which comprises of almost 70 %

population.

of Indian

Perception of good value added services as delivered through advertisements.

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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: high
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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 you?)

Warmth Fun Excitement

No Yes Yes

Security

No
No No

Social ApprovalSelf Respect -

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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 ever

launched 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 teleservice

already 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 the

segment.

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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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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
Excitement Security

Yes
Yes Yes Yes Yes
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Social ApprovalSelf Respect -

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 in

customers 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 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 Brand Position and Values

Target Market: Consumer Segmentation Bases Geographic: Region: West Gujarat City : Adipur & Gandhidham

Demographic:

Income : 50,000 & above

Age : 15 25 years Gender : Male/Female

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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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POSITIONING

GO HELLO

-TALK MORE,TAKE MORE

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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 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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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.
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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.
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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 Marketing 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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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 Add in local newspaper Half page add, 2 times/month for 4 months @3500/add Consumer Promotion Activities done 5 Hoardings (5* 7500* 6 mths) 10 Pole Kiosks (Rs.350 each * 12) Electronic Boards Leaflets Schemes for distributors Organizing Events at colleges ESTIMATED COST (RS) 28,000

50,000 2,25,000 42,000 1,00,000 5,000 20,000 30,000

TOTAL ESTIMATED COST

Rs. 5,00,000
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Media/Message Delivery System

TALK MORE, GET MORE

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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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