As many as 16 players vying for the attention of consumers in a market, how can anyone get noticed? Ask Indian telecom service providers and they will tell you how…
Thus, in such a scenario the biggest fear in the mind of the marketing honchos is how to avoid getting commoditised in this market and to continue to maintain their individuality despite the onslaught of competition. As all brands, be it new or the established ones, are in rat race to get more subscribers in the world’s most competitive telecom market, experts believe that it would be the brand which is perceived as the most innovative and transparent that will manage to bag the maximum number of consumers in its kitty.
For instance, Tata DOCOMO, which launched its services in the market in early 2009, introduced the concept of pay per second for the first time in India. However, soon other players too started offering this to their customers. But for the end customer, the instant brand recall whenever one talks about per second billing still continues to be Tata DOCOMO, which enforces the fact that though it’s difficult to make a distinctive mark in this market, but once you are able to make the same, it remains etched forever in the minds of subscribers.
Vodafone too was troubled with this industry problem of offering a sustainable differentiating factor for their brand in the summer of 2009 and their miracle solution for this came in the form of famous Zoozoo campaign. The thought process that went in was that, “While the brand had a wide array of never-talked about products and services in the pipeline, not many out of that long tail seemed sustainable as differentiators for an extended period of time. The challenge was in finding a way to make that differentiation sustainable, so as to stay in the consumers’ consideration set. Parallely, a perfect media opportunity was upon us in the form of Season 2 of the Indian Premier League cricket extravaganza…”, Rajiv Rao, NCD, Ogilvy India (agency that handles Vodafone account), tells 4Ps B&M. What more? The campaign not only did wonders for the brand on a mass level, but also went out to win the Gold Effie for this campaign. In fact, Vodafone has already come out with merchandising created around these creatures to match the mass hysteria that followed!
Thus, in such a scenario the biggest fear in the mind of the marketing honchos is how to avoid getting commoditised in this market and to continue to maintain their individuality despite the onslaught of competition. As all brands, be it new or the established ones, are in rat race to get more subscribers in the world’s most competitive telecom market, experts believe that it would be the brand which is perceived as the most innovative and transparent that will manage to bag the maximum number of consumers in its kitty.
For instance, Tata DOCOMO, which launched its services in the market in early 2009, introduced the concept of pay per second for the first time in India. However, soon other players too started offering this to their customers. But for the end customer, the instant brand recall whenever one talks about per second billing still continues to be Tata DOCOMO, which enforces the fact that though it’s difficult to make a distinctive mark in this market, but once you are able to make the same, it remains etched forever in the minds of subscribers.
Vodafone too was troubled with this industry problem of offering a sustainable differentiating factor for their brand in the summer of 2009 and their miracle solution for this came in the form of famous Zoozoo campaign. The thought process that went in was that, “While the brand had a wide array of never-talked about products and services in the pipeline, not many out of that long tail seemed sustainable as differentiators for an extended period of time. The challenge was in finding a way to make that differentiation sustainable, so as to stay in the consumers’ consideration set. Parallely, a perfect media opportunity was upon us in the form of Season 2 of the Indian Premier League cricket extravaganza…”, Rajiv Rao, NCD, Ogilvy India (agency that handles Vodafone account), tells 4Ps B&M. What more? The campaign not only did wonders for the brand on a mass level, but also went out to win the Gold Effie for this campaign. In fact, Vodafone has already come out with merchandising created around these creatures to match the mass hysteria that followed!
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
“We will change your outlook” - The Sunday Indian on B-SCHOOL RANKING SCAMSTERS EXPOSED! A must read...
The Sunday Indian:-
B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!
IIPM enters into media education
IIPM makes record 10,000 placements in five years
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
No comments:
Post a Comment