idea brand audit ppt

8/12/2019 Idea Brand Audit Ppt

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Brand audit of Idea cellular


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History

Idea Cellular is an Aditya Birla Group Company

Idea is a pan-India integrated GSM operator offering 2G and 3Gservices

With revenue in excess of $4 billion; revenue market share of nearly15%; and subscriber base of over 121 million in FY 2013

Idea is Indias 3rd largest mobile operator.


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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 services(Call Divert, Call Barring, Caller LineIdentity Restriction and Call Conferencing)


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Points of Differentiation

Advertisements communicating a social message

Position in the mind ladder

Initiator of competitive prepaid pricing

Innovative VAS like customer friendly tariff plans

Catering to the unique needs of different customer segments,

where Womens Card caters to the special needs of the womanon the move, and Youth Card covers the emerging youthsegment


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Brand portfolio

Idea Cellular Ltd.

Pre Paid Net SetterPost Paid


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The pre-paid and post-paid plans are complemented by variousvalue added services which act as a differentiating factor:

SMS Conferencing Reply all Idea Multiplayer gaming

Different GPRS settings for different handsets

M-chat

Cricket alerts

Flash SMS

Voice SMS

Idea fresh

Idea Radio

Dialer tone search

Background music


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Brand Elements

Brand Name

The brand name IDEA is has meaningful connotations in the English lang

the company has used that well in the brand building process.

Brand Association

Idea is associated with a brand that provides value for its entire customer

Slogans / Jingles

An idea can change your life, what an idea sirjee have a strong assothe customers.

Colours

Idea uses yellow black and blue as it colors. The yellow color of the logo, to be friendly and warm, is used to motivate and stimulate creative and ienergy


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Communication

Ek idea jo badal de aapki duniya

What an idea sir ji Save paper, Save tree

Breaking the Language Barrier

Walk when you Talk

Education for All


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Pricing

It is known for its innovative, aggressive, customer friendly andcompetitive prepaid offerings that it introduced for the first time inIndia


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Customer Based Brand Equity

Who are you?

IDEA Cellular Limited is a leading GSM mobile services operator in India.

What are you?

The brand idea has created a very strong imagery by associating itself tocolour, the idea logo, the signature tune, the captionAn IDEA can chalife,

What about you? What do I think or feel about you?

The brand has created enough favorable judgments and feelings for itse

much talked about campaignsSwitch to Idea, Break the language

What about you and me

Engagement with subscribers is seemed at various levels, from major celeshows to small local events timed to coincide with new product offeringslike Idea Rocks India, Idea Star Singer,


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Brand mantra


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Brand recognition

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20%

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60%

80%

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Idea Airtel Vodafone

Top of Mind Recall

Idea has the second highest top of mind recall with 70% users mentioning it first three brands recalled by respondents.


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Clue recognition

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20%

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Sirjee SRK Zoo Zoo Hrithik Deepika

Clue Recognition

Clue recognition was also used to find out if respondents can recognize the brahelp of clues which act as a stimulus.Both Idea and Airtel were recognized correctly by 91% respondents using their reSirjee and Shahrukh Khan.


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Brand perception

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5%

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25%

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45%

College Students Villagers Price Conscious People

Perception about Idea Users

Respondents were asked who in their mind was a typical Idea UserThe common perception among respondents had been that Idea is used mcollege students or price conscious people, comprising of over 70% respon


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Conclusion

Communication is clearly Ideas strong point

However, branding doesnt only mean communication, and abrand also has to look at the quality of product and servicesoffered.

Idea is losing out on the branding race to Airtel and Vodafonebecause both these brands have great communication coupled

with quality products and services.


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Recommendation

There is a wide disconnect in the perception of people about Idea. T

consumers think it has poor network whereas in rural areas it is primarigood network coverage. This gap needs to be bridged

The main competitors of Idea i.e. Airtel and Vodafone are very globacompanies which have global appeal. Idea is viewed as a Desi IndiaThe company needs to revamp its image by polishing its brand.

Idea users are perceived to be value conscious users. They are mostly

Idea needs to break this image by focusing a little more on HNI's. Mosschemes are aimed at students. This alienates them from the wealthy

idea brand audit ppt

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