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EVOLUTION OF BRAND
PRESENTED BY:-NAKHAT AMRIT .S. -32MAHESH CHOUDHARY -19VARSHA MANIKANDAN -02B. NAGA SAROJA -37
PRODUCT AND BRAND MANAGEMENT
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Amity Business SchoolEVOLUTION OF BRAND
There is an increasing focus on branding as a strategic tool to drivefinancial value and competitive advantage for modern corporations.Never has branding been so much in demand across the globe in allindustries.
Venture Republic has found that there are 3 major drivers of the
modern branding trend:1) Individualism:Westernized societies recognize the fragmentation of our personal and socialidentities which encourages self-identity construction through consumption of materialgood and services.
2) Globalization:
Individual consumers are becoming a smaller part of a much larger world and need tofind easy and quick ways to guide them through.
3) Symbolic experiences in demand:Consumers are buying experiences rather than commodities whose components arelargely image driven, intangible and symbolic
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DEFINITIONS
What constitutes a brand can be
explained in terms of EVOLUTION OFBRAND CONCEPT. This tends to bebased more on the physical attributesassociated with brand.
A name, term, sign, symbol, or design orcombination of these two intended to
identify goods or services of one seller orgroup of sellers and to differentiate themfrom those of competitors.
AMERICANMARKETING
ASSOCIATION(AMA)
A brand....signals to the consumer thesource of product, and protects thecustomer and the product fromcompetitors who would attempt to provideproducts that appear to be identical.
DAVID AAKER
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DEFINITIONS
Naming Individuals is the
branding practice followed todifferentiator one person fromthe others .Branding in thesimplest form is a differentiator
IN EARLYTIMES
It was some kind of corporateumbrella branding .In fact theidentity of the producer used tobe the brand name.
MIDCENTUARY
Brands were based on thepersonal names of the investor,patent holder or shopkeeper
FURTHEREVOLVED
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Amity Business SchoolORANGE
HutchisonEssar Limitedstartedoperationsunder thebrand name
"Orange" inMumbai.
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Amity Business SchoolORANGE
The Orange brand name has also now beenremoved from India. Orange Mumbai was atfirst rebranded to Hutch, but has now been
rebranded Vodafone in 2007 after Vodafonepurchased Hutch India.
Orange is the current sponsor of Rockcorps inthe UK, a community based organisation wherevolunteers donate four hours of their time inexchange for a concert ticket.
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Amity Business SchoolHutchPromise
Where ever you go, our network follows.
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Except Mumbai in other states, Orangewas marketed under "Hutch" brand. It wasthen changed to "Hutch" nationwide when
they expanded rapidly to become the thirdlargest mobile service provider in Indiaand furthered its market share through the
acquisition of BPL, Fascel, Command &Aircel Digilink.
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Amity Business SchoolThe MAKEOVER
In 2005, Hutchmoved awayfrom its orange-
coloured logoand went all pink(simultaneously,Orange, too, was
integrated intoHutch inMumbai).
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On March 31, 2007 Hutch Essar sold its67.1% stake to Vodafone for 11.08 billion.
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Amity Business SchoolWhy HUTCH?! Accelerates Vodafones move to a controlling position in
a leading operator in the attractive and fast growing
Indian mobile market.
Hutch Essar delivers a strong existing platform in India.
Driving additional value in Hutch Essar.
Increases Vodafones exposure to high growth emerging
markets.
Hutch had overtaken many of the domestic competitors
like BPL, Orange etc.
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Amity Business SchoolHUTCH TO VODAFONE
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Amity Business SchoolVODAFONE
Vodafone haspartnered withthe Essar Group
as its principaljoint venturepartner for the
Indian market in2007 on 21stSEPTEMBER.
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Amity Business SchoolREBRANDING
CAMPAIGN
Tagline- Change isGood.
Baseline- Hutch is
now Vodafone
Where ever you goour networkfollows
TO
Make the most ofnow.
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Amity Business SchoolThe VODAFONE change
The migration from Hutch to Vodafone was one of
the fastest and most comprehensive brandtransitions in the history of the Vodafone Group,with:
400,000 multi brand outlets, over 350 Vodafone stores,
over 1,000 mini stores,
over 35 mobile stores over 3,000 touch-points
rebranded in two months, with 60% completedwithin 48 hours of the launch.
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Amity Business SchoolTRANSITION
To show the transitionfrom Hutch to Vodafone,Ogilvy & Mather (O&M)launched a rather direct,
thematic ad showing thetrademark pug in agarden, moving out of apink colored kennel which
symbolized Hutch makinghis way into a red one thatis the Vodafone color.
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Amity Business SchoolBrand Differentiation
Make the most ofnow
through ValueAdded Services
The Usualcatering to
Call and SMS
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Vodafone
Hutch
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Amity Business SchoolPower to you
Power to you expresses
Vodafones desire to offer
customers better choicesand to support them,
through mobilecommunications.
Power to you reflectsthe promise to make
things simpler for thecustomers and to offerthem unique advantageswith Vodafone.
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Amity Business SchoolCBBE for VodafoneMuch
affiliationcreates BrandPatronage
Customer has asense of self
control- Power toyou
Strong Customer Serviceand Unique VAS
Vodafone has achieved tremendousgrowth in its brand awareness and
preference
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Identity=Who areyou?
Meaning=What do youstand for?
Response=What about
you?
Relationship =
What aboutyou and me?
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Amity Business SchoolBrand Reach
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Pug Retires.. Enter ZOOZOO !!
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Amity Business SchoolCHANGE INADVERTIESMENT STRATEGY
Pug was the Mascot for Vodafone
Taken over from Hutch
IPL 2008 had Vodafone going in Pug forits Happy to Help service.
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C
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Change in Brand Identity
Refreshing their brand identity is a step
further in the evolution of our business andorganisational culture.
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Superior
Customer Service
Strong Network
VODAFONE
HUTCH
Differentiator
Now!!
PODthen-Hygiene
Now.
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Amity Business SchoolZOOZOOs
Introduction of Zoozoosduring IPL season 2.
Launched on April 20,
2009 with about 30different for ValueAdded Services.
20-30 seconds duration
with the ad messageabout the VAS. Endingwith Power to You.
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Amity Business SchoolAdvantage
Animations were 10-15 times costlier.
Low costumes and real people. Speedy Schedules.
30 Ads cost only 3 crores.
Just 20-30 seconds long. Massive Viral Marketing.
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Use of Internet for Promotion Downloadable Ringtones, wallpapers,screensavers and videos.
Facebook- aimed at building a community.
Dedicated microsite- What kind of azoozoo are you?
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Zoozoo EmoticonsZoozoos on YahooMessenger
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Zoozoo Calendars
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Amity Business SchoolOfficial fb Fan Page
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Amity Business SchoolImpact
Zoozoos dominated SocialNetworking sites as well as themedia.
Created strong association.
Videos had 3 million hits in 3weeks.
Most watched ads in breaksduring IPL.
Big hit on the Net.
Curiosity builds about character.
Strong Viral Marketing- Everyage group interested in the ad.
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Amity Business SchoolBrand Promise
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For the World Around Us:
Vodafone helps in helping the people around the world tohave fuller lives through their services and its impacts.
For Our People:
Outstanding people working together makes Vodafoneexceptionally successful.
For Results:
Vodafone believes in being action oriented and is driven bythe desire to be the BEST.
For Our Customers:In anticipation of their customers trust, Vodafone understands
their needs and delights them with its services.
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Committed to building the worlds most valuable
communications brand To be the World Leader in MobileCommunications.
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VODAFONE CHANGES OVER THE YEARS
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Amity Business SchoolSTPSegmentation:
ZooZoo- a character representing common man. Segmented based on services used.
Urban and Rural region customers were separated out.
Targeting:
Targeted customers who used Value Added Services.
Different VAS offered to different customers.
Urban customers were more in focus.
Positioning:
Where you go, the network follows you.
Hutch as a brand always tried to connect to customers in a simple,honest and real manner. Vodafone is a more young, fun and vibrantbrand.
The pug and actorIrfan Khan retained for Brand position.
Exclusive network and services offered to the customers still remainthe same.
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MARKETINGFRAMEWORK
BRANDED CUSTOMEREXPERIENCE
BRANDCOMMUNICATIONS BRAND
VALUES &
ENGAGEMENT
The brand is built on a foundation
of a number of strategiccomponents, with the MarketingFramework at their heart
The Marketing Framework is the cornerstone of
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The Marketing Framework is the cornerstone oftheir Brand Strategy
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Why are wehere?
Helping our customers make the most of their time
Where arewe going?
We will be the communications leaderin an increasingly connected world
What do we do?Creating & delivering unbeatable experiencesthrough
How do we do it? Being Red, Rock Solid, Restless
BY
BY
BY
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Putting the brand at the centre of the
Customer Experience
A brand iswhat a brand does.Arun Sarin, CEO Vodafone
The most valuable brands in the world
are those where the customer knowstheyre going to get a good experience
Sir John Bond, Chairman, Vodafone
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Brands Effort to make customers to feel
appreciated, confident and inspired
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Helping our customers make the most of their time
Red Rock Solid Restless
Passionate Trustworthy Creative
Emotional Direct Inspiring
Appreciated Confident Inspired
...so our customers spend more time with us
The Brand is
by being
thereforeour voice is
so Vodafonecustomers feel
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..brand commitment to customersthrough our new Customer Promise.....
Our Promise to youWe value your time more than anyone else. Thats why,wherever you see Vodafone, you can expect:
A network you can rely on when you need it
Expert, friendly help and advice you only have to ask once
When youre abroad, the services you need will be as easy to
use as at home, and youll know what you are paying
New and inspiring solutions to help you make the most of
your time.
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Into the rural markets
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Into the rural markets
Access to mobile phones can mean a whole lotof opportunities to introduce various value-added services to rural customers in emerging
economies such as India. Increased mobile phone penetration also means
a lot of opportunities for local entrepreneurssince Vodafone is likely to tie-up with them to
offer banking and other services to customers atthe base of the economic pyramid.
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EVOLUTION CONTINUES..
Vodafone being a dynamic brand, it willkeep evolving and it will be very interestingto witness what Vodafones futurestrategies and growth model in India willbe.
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Amity Business SchoolHutch India Ad - You and I
(First Ad - Full Version)
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Hutch India Ad - Change is Good (First Ad after
the Vodafone Deal)
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Amity Business SchoolNew Vodafone 3G Ad.
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Amity Business SchoolREFERENCE NEHA MISHRA MANAGER IN VODAFONE STORE,
Noida. http://www.mbaknol.com.
http://www.venturerepublic.com.
www.youtube.com
www.venturerepublic.com
Textbook: Brand Protection Matters by Blendin Isaac
www.adpunch.org
Official websites of Orange and Vodafone
GOOGLE IMAGES.
http://www.mbaknol.com/http://www.venturerepublic.com/http://www.youtube.com/http://www.venturerepublic.com/http://www.venturerepublic.com/http://www.youtube.com/http://www.venturerepublic.com/http://www.mbaknol.com/8/2/2019 Evolution of Brand
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Thank you.