Brand Management

Submitted by: Apurva Mittal 20141009Indranil Joshi 20141023Rajan Zaveri 20141056Ridhhi Kanetkar 20141057Riya Giri 20141058

Submitted to: Prof. Pramod Paliwal

Analysis of Energy/ Infrastructure Brands

INDIAN OIL

About Indian OIL

It is India’s largest commercial enterprise, ranking 116th on Fortune Global 500 listing. Indian.

• Message- The advertisement conveys the message to the masses about the entire business portfolio of IOCL projecting it as India’s biggest integrated petroleum company.

• Target Market- Enterprises looking for energy for production, people for petrol diesel for vehicles and domestic uses.

• Corporate based branding has been used.• Color

(Down to earth, June 2015)

Too much text

https://www.iocl.com/talktous/adcampaigns.aspx

Catchy

Narration

Business portfolio

Logo

Brand Elements-IOCL• Brand name: shows geographic indicator using INDIAN in the name,

only oil related operations is depicted• Logo: The saffron circle represents energy as a derivative of the Sun,

connoting life and the future. The dark blue outer ring and the horizontal band symbolize technology for harnessing this energy

• URL: Users can find information about the company's vision, mission, objectives, corporate governance

• Slogans: Changes as per the campaign

GAIL

• GAIL (India) Limited is the largest state-owned natural gas processing and distribution company in India, It is headquartered in New Delhi.

Business:Natural Gas, Liquid Hydrocarbon, Liquefied petroleum gas Transmission, Petrochemical, City Gas Distribution, Exploration and Production, GAILTEL and Electricity Generation

Advertisement Analysis

• Message/Theme: The advertisement emphasizes on the CSR activity conducted by GAIL.

• Target Market: Indian companies• Corporate Based Advertisement with

emphasis on an Ideology(CSR)

The Old Ad

• Message/Theme: The advertisement AGAIN emphasizes on the CSR activity conducted by GAIL.

• Target Market: SAME• Corporate Based Advertisement (Same)• Difference: The old ad was describing the CSR

avtivity in terms of Healthcare Provision while the new ad focuses on the Literacy Campaign.

Brand Elements

• Brand Name: GAIL (Company)• Logo: • URL: http://

www.gailonline.com/final_site/index.html• Character: Shows Responsibility and Care• Slogan: “Tomorrow is Yours.”

• BHEL is an integrated power plant equipment manufacturer and one of the largest engineering and manufacturing company of its kind.

Business:Designengineering manufactureConstructionTestingcommissioning servicing

Industries: PowerTransmission IndustryTransportation Renewable Energy Oil & Gas Defence

BHEL• THEME: Multi-disciplinary approach towards

CSR• Target Market: Power Transmission Sector,

Oil and Gas, Industrial Equipment, Telecommunication Area, Non-Conventional Energy

• Corporate based advertisement• Showing completion of 50 years into the

business

Then Now• Earlier they used product

based advertisement• Target Market: Power

Transmission Sector, Oil and Gas, Industrial Equipment, Telecommunication Area, Non-Conventional Energy

•Corporate based advertisement•Target Market: Moving towards corporate world. •Getting Socially responsible

Corporate

Brand Elements• The brand name itself indicates that it has geographic indicators. The brand name is not

fancy ,it is apt for the product and very direct.

• By looking at the logo it is very easy to comprehend that it’s a electrical equipment company as

• The print advertisement emphasizes the engineering prowess of the company.

• It is very straightforward and clearly gives its message to the end user.

• The other print advertisement talks about the power sector in a lucid manner and it also

• Educates the consumers on the current scenario of the power sector in India.

Web-Presence• IOCL: Social Media presencehttps://www.iocl.com/home.aspxhttps://twitter.com/Indianoilcorp

• GAIL: Social Media presencehttp://www.gailonline.com/final_site/index.htmlhttps://twitter.com/gailindia

• BHEL: Social Media presence• http://www.bhel.com/home.php

Company's strategy of using Web as a Tool

• GAIL is present on >Twitter: https://twitter.com/gailindia?lang=en >Facebook: https://www.facebook.com/GAILIndia• Uses web to spread awareness about:1. CSR activities2. Latest Technological Trends in the industry3. Industry Happenings GAIL increasingly focuses on building an image that emphasizes on

building a better future of India. It portraits itself as No.1 NG Company of India Reinforces the necessity for other companies to indulge in CSR activities.