BRAND AUDIT

IDEA CELLULAR LIMITED

STRATEGIC BRAND MANAGEMENT
Presented by
Group 7
Saloni Mohan 221127
Supriya Sharma 221153
Vagesha Sinha 221157
Vaibhav Ahuja 221160
Abhishek Jain 221175
Prateek Kawatra 211098
THE PAST
 THE PRESENT
Indias No. 22 Most Valuable Brand as per Best Indian Brands 2013 study by
Interbrand
Consistently gained market share Leadership position
Brand Awards
Best Brand Campaign
Of The Year World
Communication
Awards 2012
Gold For 3G
Population Campaign
Asia Pacific
EBITDA margin improvement Marketing Congress
2012
Best Use Of Online
Banner Advertising
Digital Media Awards
2012
Source:http://www.ideacellular.com/wps/wcm/connect/77d427f6-
Best Use Of Social
c0ac-4a53-a6f2-e7552a686d76/Investor
%2BPresentation_August'13.pdf?
Media - India Social
MOD=AJPERES&CACHEID=77d427f6-c0ac-4a53-a6f2- Case Campaign 2012
 POINTS OF PARITY
Basic voice and data transmission

GPRS Services

Easy recharge facilities by local retailers

Specific company stores to cater to customer query

Customer service helpline

Call management service

 POINTS OF DIFFERENCE
Customer Service Delivery Platform is ISO 9001:2008 certified
Ranked #1 in the Telecom Sector in Indias Best Place to Work For Study
- 2013
Entered into the device category: introduced 2G Smart-Phones which
are sold only in their 3G markets
Communication: Advertisements with social messages
Fulfilling needs of different customer segments: Women Card, Youth
Card
BRAND PORTFOLIO
Easy recharge,
Idea Prepaid Services SMS /Call Plans

Idea Postpaid Services Billing Plans

2G, 3G services
Idea Internet Services -GPRS
- Data Card

Idea STD Booth Phone,

Idea PCO Coin Box,
Value Added services Idea DTH Service,
Mobile App,
Customer Care
 PRODUCT RELATED
ATTRIBUTES
Brand Functionality
GPRS
Calling
and Easy
Messagi Recharge Music, Astrology, Cricket,
ng Plans news, alerts, Gaming,
Downloads, Voice SMS,
Dialer tone search, M-
Value
Voice
Chat, SMS Conferencing,
Added Idea PCO Coin box, Idea
Services
Services
STD/ISD/Local Video call
Phone Booth, Live TV,
Network Data Idea Mall, Video on
Connecti Transmis Demand.
on sion
 3 Key Customer issues:
o Network issues
o Billing issues
o Customer Care.

o For network issues, Idea Cellular has a subsidiary

for handling its active and passive infrastructure.
o My Idea Stores have been opened for the
billing and customer care issues .
o Dial 121 and bring Idea showroom where you are
campaign has led to BRAND ACCEPTANCE.

Product Appeal:
The music in the jingle, yellow color, Abhishek Bachchan and various other
services appeals to the customers.
Idea has made a place for itself in the market by being known for its
innovative, humorous and social ads.
BRAND ELEMENTS
 COMPETITION

Expanded its revenue share

by 40 bps for a 23.4% share
of the market.

Ended the quarter

with 16.2% of the
sector's total Improved its market
revenue, a gain of share by 95 basis points
57 bps to earn 30.9% of the total
revenue generated by all
telecom operators in the
quarter,

According to the data released by

Telecom Regulatory Authority of India
(Trai)
April-June quarter.
PARAMETERS
COMPETITON CAMPAIGNS
 COMPETITON CAMPAIGNS
After the initial euphoria about Har Ek Friend and Jo Tera Hai subsided Airtel
wondered if focusing so closely on one segment(youth) was the right strategy for
the country's largest mobile service provider.

Then they broadened the spectrum because they do not represent youth as
segment , they represent somebody who is youthful.

The latest campaign of friends forever advertise a service that clearly shows that
the brand is now thinking afresh. The campaign speaks of internet access at a flat
rate of Re 1 for services ranging from email, Facebook, music and films.
COMPETITON CAMPAIGNS
 COMPETITON CAMPAIGNS
Youth oriented and catering to their different needs
Campaigns have always depicted Voice quality and clarity, Instant connectivity No
call drops/ un-interrupted and Call Connect features of Vodafone.
New campaigns like made for moms, made for young or made for first love depicts
the yet another emotional way of connecting through customers. This way
Vodafone hopes to position itself as the superior network, and seeks to build
preference from new customers.
No upfront social ads
 COMPETITION BRAND ELEMENTS
Element Brand Brand

Brand Name Airtel Vodafone

Brand Co-branding : Google, Nokia, Sports ( IPL,F1 Racing, Indian
associations Blackberry, Apple Inc, Opera badminton league etc) and
software characters Zoozoos, pug etc.

Brand logo and

symbols

Brand URL www.airtel.in www.Vodafone.in

Brand slogans Signature tune, AR Rahman You and I

and jingles (2002) Little things you do for me
New signature tune (2010) Power to you
2011 Har ek friend zaroori Wherever you go we follow
hota hai

Brand color Red and white Red and white

SOURCES OF BRAND EQUITY
Availability
 ROLE OF CELEBRITIES

Idea did not hire any celebrity to promote

its services till late 2007.

Advertising agency Lowe Lintas (Lowe),

which had been designing ad campaigns for
Idea since the late 1990s,developed new
campaigns after Jr. Bachchan was signed up.

The company used its brand name

'Idea' in its ad slogans like 'An Idea
can change your life,' 'A good Idea,'
and 'What an Idea!'
 CAMPAIGNS
Save paper, Save trees Campaign

Highlighted that how mobiles could

replace paper and save trees.

The effort has always been to

establish the brand as Champion,
Elevating and Humane brand .
There is a reflection of socially
relevant topics in its campaigns
like education, caste, elections,
health, etc.

Walk when you talk

campaign
Highlighted health and
fitness.
SPORTS AND CULTURE
 BRAND MANTRA

Lets bring a change,

with a new idea

Message

Company strives to make positive

change in the society
 CBBE Pyramid

For education and rural development

Engagement with subscribers to coincide
with new product offerings
Campaigns like Idea Rocks India, Idea
Star Singer, Idea Andhra Idol etc. Campaigns Switch to
CSR activities Idea, Break the language
barrier, etc. The ads are
The brand had generated respect, innovative, funny, exciting
credibility and superiority for and effective in putting
itself forth a social message
Affordability, world-class
Associates itself to
services, innovative the yellow color,
schemes Idea logo, the
IDEA-leading GSM mobile signature tune, the
services operator in India. caption, etc
Comes from the stable
ABG of Companies.
 MARKET RESEARCH
Top of mind recall Clue recognition Perception about idea
90% users
90% 90% 40% 32%
70% 65% 18%
85%

Idea Airtel Vodafone

If idea were a What idea means to people?

person, what would
Abhishek
it be? Bachchan
What an idea
sirjee
Advertisemen
ha
n ve ld an itt
y
va
ti Bo M ts
hc on
W
ac no
k B In m
m Service issues
is he Co
h
Ab
MARKET RESEARCH
The thought behind the creative brand
was idea or I die. Basically, you have to
come up with ideas every time
otherwise you will not be able to
survive in the industry. India is poised
to present a big opportunity for e
commerce and advertising because of its
swelling appetite for data. Deploying latest
technology to enrich customer experience is
what keeps the brand going. We innovate
and make sure it reaches people. He
concludes by saying that telecom industry is
sitting on great opportunities; it is the
multiple offerings and pricing models which
define early winners. If one player builds
coverage and capacity, the other must
follow or perish.
- Vivek Malhotra,
Vice President ,Idea Cellular
RECOMMENDATIONS
Thank You!!