Академический Документы
Профессиональный Документы
Культура Документы
Presented by,
Amit Pathak
Navin Koirala
Brand Introduction
Known as Nepal Doorsanchar Company Ltd.
Oldest telecommunication service provider in
the country.
184 location and in all 75 districts.
Only Landline service provider in Nepal.
Largest corporation of the country.
10 Million Users.
Mission
"Nepal Telecom as a progressive, customer spirited and
consumer responsive Entity is committed to provide nation-wide
reliable telecommunication service to serve as an impetus to the
social, political and economic development of the Country"
Objective
Main objective -to prepare brand audit in case
format.
Objectives have been further broken down as:
To understand the history of the brand
To determine the current status of the brand by
relating to various theoretical concepts
To analyse the branding elements and marketing
mix activities
POP &POD
Point of Parity
Point of Difference
Telecommunication Industry
ADSL service
CDMA service
Government Ownership
Largest Network
Brand Positioning
This positioning statement can be broken
down in two elements:
Quality Service
Affordable Price
Brand Mantra
Nepal Telecom Emotional
Descriptive Modifier
Modifier
Enjoy
Brand
Function
Connection
CBBE Model
Resonance
Behavior
Loyalty,
Attachment,
Community
Feeling
Judgment
Social
Brand
Approval,
Credibility,
Excitement,
Brand Quality
Security
Imagery
Performance
Government ownership,
Reliable, Efficient,
oldest Network, caring,
Low Price
wide range of services.
Salience
Top telecommunication
Industry
Slogan
Nepal Telecom has not changed its Slogan over time.
Nation's Communication Media ( Rastra ko Sanchar)
Dedicated to customer Service
URL: ntc.net.np
The URLs name and the brand name does not
match.
The second word "net" does not have any
meaning to the general customer.
Lengthy url.
Brand Association
Disturbed
Network
Corruptio
n
Namaste
logo
Old
Telecom
firm
Affordable
Price
Nepal
Teleco
m
Caring
old
fashioned
Poor
service
Governme
nt
institution
wide
range of
services
Brand Hierarchy
Nepal
Telecom
Brand
Landline
PSTN
Mobile
CDMA
(SkyPho
ne)
Brand
Post
Paid
CDMA
Prep
aid
WiFI
GPRS
GPRS
ADSL
3G
WiMax
Brand
Finding
\
Scores high in Sincerity and Competence dimension
High on reliability, efficient, dependable.
Low score is on sophistication means that people have
low value for Nepal Telecom in Glamorous, charismatic,
romantic.
Marketing Mix
Price
Provides different services to their customer with
comparatively in cheaper price than other competitors
like NCELL.
Provides a NAMESTE GSM mobile simcard for NRS
200(incl VAT) which includes NRS 100 talk Time.
Customers can make a call for 0.75 paisa per minutes
in same network in case of pre-paid mobile.
SMS within Nepal is Re.1 for the same network.
The charge for landline is NRS 1 for per 2 minutes
call.
Place
Customer Service office at vaiour place of the
cities.
Branches all over the nation with each and
every facility.
Provide the sim card to the business dealer in
each and every market area.
Promotion
NTC doesnt focus on ATL promotion.
Use display board in the main location
and other sales agent to reach the
customer easily
NT is also been indulging into Green
Environment process
sponsorship also has become a good
means of promotion for Nepal Telecom.
special offerings during the festive.
Recommendation
Nepal Telecom intensively be used rather than
using Nepal Doorshanchar Company limited.
Nepal Telecom's URLs is ntc.net.np which does
not match the brand name Nepal Telecom.
Nepal Telecom to have slogan of an enterprise
rather than government slogan.
Nepal Telecom to have brand name like Enjoy
Nationwide connection at low price which
include brand strength and brand positioning.
Continued..
Distinct STP so that other higher brand
strategy can be worked out in days ahead.
Improve service quality and communicating
persistently about the brand association Nepal
Telecom wants to have in customers mind.
Thank You !!