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Brand Audit : Nepal Telecom

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 & Vision


Vision
To remain a dominant player in telecommunication sector in the
Country while also extending reliable and cost effective services
to all"

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

Nepal Telecom as a Brand


Considered as a strong Brand in Nepalese
Market.
Nepal Telecom brand has 45% market share in
Nepalese market.
Brand associated as highest tax payer.

POP &POD
Point of Parity

Point of Difference

Telecommunication Industry

Landline Service provider

GSM Service provider

ADSL service

GPRS and 3G Network

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

Nationwide, Low price

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

Brand Element Analysis

Name : Nepal Telecom


Composed of two words Nepal and Telecom.
Brand name means telecommunication firm of
Nepal.
This brand name falls in Descriptive category
of Landor's brand name taxonomy.
Describes the function of the brand literally.
100% brand awareness.

Master Brand Logo


Consistency in Brand logo.
Namaste a greetings to welcome guest
This symbol means that Nepal Telecom values
its customers and welcomes them with
respect.
Color
one of trust, honesty and loyalty.
sincere, reserved and quiet, and doesn't like to
make a fuss or draw attention.
the silent and non aggressive nature of Nepal
Telecom.

Slogan
Nepal Telecom has not changed its Slogan over time.
Nation's Communication Media ( Rastra ko Sanchar)
Dedicated to customer Service

Meaning of these two slogan can be operationalized


as follows:
Nation's ownership
People's firm
High Penetration across the country
Quality Network

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.

Package and Design


Simcard packed in the envelope with same
color combination and design.
The packaging of Nepal Telecom Sim card
assists in following functions:
To identify the brand
To convey persuasive and descriptive information
To facilitate the Sim transportation and protection

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

Aakers Brand Personality Scale

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

Products & Services

Telephone service (PSTN) all over the nation.


Broadband service with fastest internet,
SIM card with excellent GSM & CDMA network.
Cable for TV program with channel from all over the
world.
Telephone service with domestic, STD and ISD calls.
Broadband service for the bank to run the ATM machine.
Caller id, voice mail, CRBT, mobile internet service,
national and international roaming in mobile (GSM)
network
Third generation (3G) mobile service in capital city

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 !!

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