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Marketing & Branding

 
Industry : Telecom/ISP Functional Area : Branding
Activity:  13 comments  245 views  last activity : 10 14 2011 11:54:33 +0000
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Brief:-Competition is going great between all telecom service providers after entering "Uni nor".Lets we can talk about major competitors  VODAFONE V/s AIRTEL.Both brand has taken change their logo (Vodafone bought hutch) and recent this year Airtel change its corporate identity. A time was there before 2009, Airtel always came with innovative VAS service, good network, creative campaign, amaizing ideas, and other were following AIRTEL ideas at that time. And now, we are not getting such things from Airtel.

Strategy part:- (1) Vodafone:-  Since vodafone has bought the hutch company, immediately taken an op of IPL season-1 and did aggressive branding by vodafone. And suddenly Vodafone is became success in reposition of brand. Otherwise , it was very difficult to change its corporate identity in the mind of consumers. It was challenge taken by vodafone ,to remove the brand name HUTCH from the market and established Vodafone.Hutch was very strong brand and difficult to kill that brand, but vodafone did it. Then, slowly one by one strategy was executed with new vodafone dog, new jingle, which was the first phase to established the brand.Then again IPL season came and coming with "Zoozoo" branding, very new concept, creative idea, great mascot, all zoozoo campaign has established strong Vodafone brand. Each and every Indian people were liked all zoozoo campaign, advertisement, service message by vodafone. Yes, we are regularly getting new innovation, creative ideas, silent ad but clear message from Vodafone side. Vodafone is now coming with innovative VAS service. Recently, it has launched "Take borrowed from your friends" campaign.Link:-   http://www.vodafone.in/pages/tvads.aspx     

(2) AIRTEL:-Now, Airtel is going down and also not coming with good services as well ideas in terms of branding part.Even though Idea , reliance is going good. Idea cellular services, Tata Docomo is now coming with good campaign even Uninor as compared to Airtel. Recently this year, AIrtel has made change its corporate identity (logo), which is not getting much good response in mind of consumers. Airtel old logo was really good and strong brand.New logo is not yet  set in the consumers mind.Now, we are not getting any new service from Airtel like vodafone, even brand awareness is not working well. Airtel is showing just its new corporate identity as compared to service. So, we can say that Idea, tata docomo is executing regularly good service to stay in competition.

Share your views ....Now turn of Vodafone ........

 
13 comments on "Now, Time of Vodafone & Its Innovative Services AND (- AIRTEL) "
  Commented by  ujjval jain, Retail, Retail    | 10 14 2011 10:16:59 +0000
..they are doing one good job....they are connecting people..
  Commented by  Virag Shah, Confidential    | 10 14 2011 08:02:19 +0000
Thanks Makrand sir for giving lots of inspiration and also i am feeling happy right now. 

Now, Airtel has also starting reposition by launching new campaign " Har Ek Friend Zaroori hota hai.." Airtel now more focus on youth market to recover brand image and execute plan by strategically.
  Commented by  Makrand Bhave, Marketing & MICE, WIZCRAFT International    | 10 14 2011 07:54:15 +0000
I am speechless!! Such indepth info and such an analytical brain! With Mr Muralidharan also giving you more ammunition to polish your research fields and add more inputs in terms of real time customers seeking your expertise, I salute him too!

Go for it Virag!!
  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 07 28 2011 07:05:29 +0000
Thank you so much sir. I you did not tell me, i can not do this analysis in detail. Even so many thing i came to know apart from this. You did give motivation and increase my confidence level. Thanks to all.
  Commented by  S. Muralidharan, Head, Project Planning/Strategy, Knowledge Foundation    | 07 28 2011 06:54:02 +0000
Good, Virag.  I'll revert to you with my observation after carefully going through your mail, which you said is for 20 pages.  Thanks Mr. Srinivas for igniting the dormant potential in you.  We will together, as far as possible, polish and embellish your creative mind.  Thanks once again Virag.
  Commented by  Rohit Thakur, Sr. MEP QA/QC Engineer, QA/QC INCHARGE, CONSTRUCTION SPECIALIST-MEP    | 07 28 2011 06:51:49 +0000
good and True survey Mr. Virag...agreed with the survey...keep up the good work!!
  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 07 28 2011 06:33:50 +0000
Respected Murli sir,

I have sent you mail regarding as per mentioned. i can able to share because more than 20 page data. But, i would like to share Conclusion Vodafone v/s Airtel.

Conclusion:- Overall vodafone has taken gain for this year and Airtel has made loss in profit as well as down in brand ranking. Before 2009, Airtel was really stron brand, but now, it is in no.1 but overall losing its profit of margin and Idea is gaining near by Airtel. Reliance and BSNL has made highest loss for this year.
Welcome Mr. Virag
  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 07 27 2011 07:22:30 +0000
Thank you Mr.Srinivas sir, yes, Murli sir really guiding me good point and i am working on that. I will share all update scenario over here either by today or by tomorrow as soon as possible. I am increasing my confidence because yours, murli sir, rohit sir, Narayan murthy sir supports are getting. Thanks
Wow.  Mr. Virag good analytical information.  Your interest seems to be in "brand analysis". Great.  Why cant you become a brand consultant offering services to the brand owners to improve their market strength against the nearest rival.  Fortunately, you have Mr. Muralidharan here to guide you on the right track.  You are the invaluable raw material and Mr. Muralidharan is polishing your abilities. I salute you both.  All the very best. 
  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 07 27 2011 03:44:36 +0000
Thanks sir, for your suggestion, yes, i can able to provide the whole scenario after launching the 3G mobile, Mobile portability service as above mentioned. I agree with you that in telecom sector many things are confusing us. 

We have query in many service like Is this  service are success or not? How much response got by service provider?
  Commented by  S. Muralidharan, Head, Project Planning/Strategy, Knowledge Foundation    | 07 26 2011 15:44:40 +0000
Virag, thanks for your insight.  To be frank with you its too technical and confusing to a novice like me.  

Could you please address the following:
1) After the announcement of number portability, how many have shifted from one service provider to the other and vice-versa?
2) What is their penetration ratio in Indian market, before and 
now?
3) After introduction of 3G, what are the value added services each competitor had introduced?  What is the scope of SaaS with them? How many software providers, of late, have tied up with them?
What are the scopes for content development company in these two mobile service providers?
If you highlight these aspects, a large number of audience would approach you for further information.  With that you should be able to approach these two specific companies with the research details to tie-up with them as an SME (Subject Matter Expert)!

  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 07 26 2011 14:18:30 +0000
Due to limited length of article, i could not mentioned some more thing which  i am sharing in comments..Here i would like to add more things, Vodafone each services campaign like, night call, IPL-3, bonus offer, vodafone delight, call at 10p, mobile number portability, vodafone 3g, 3g launch pad, IPL-4, Low mobile balance services etc. all are good campaign , breaking clutter campaign and people feel good.

IPL was made very lucky for vodafone. And then, slowly Vodafone change its tagline and make it new  "( Power to you) " . So, Vodafone has taken very carefully each steps and executed each strategy very timely.  

Vodafone has executed each strategy carefully and on right time against huge rival Airtel. Hutch was very strong brand and difficult to kill that brand, but vodafone did it. Then, slowly one by one strategy was executed with new vodafone dog, new jingle, which was the first phase to established the brand.
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