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Fino analysis & strategy presentation 24.06.2010

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A brand that I felt was doing the legwork in areas which needed hope.

A brand that I felt was doing the legwork in areas which needed hope.

Published in: Business, Economy & Finance

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  • 1. FINO An Indicative Brand Strategy Presentation by Carat Fresh Integrated June ’10
  • 2. Carat Fresh Integrated 2 Product Financial Inclusion A door-step delivery of various financial products/ brands to rural India through use of technology & agent networks
  • 3. Carat Fresh Integrated 3 SWOT Strengths Weaknesses •Largest acceptance among FI’s. •In-house Technology R&D team •ISO 9001:2000 certified centralized processing centre • Ground level agent network oWorks with several partners to reach the remotest parts of the country • Currently acts as an intermediary. • Low on brand recognition and awareness. Opportunities Threats • More and more financial institutions wish to reach out to the rural audiences. • Government boost to financial inclusion. • Opportunity to establish itself as a full fledged finance organization in the future. • Catering to sectors other than finance. • Banks become self reliant in the future and establish their own network. • Low on brand awareness and recognition means oThreat from the competitors oFear of being substituted by a competitor brand
  • 4. Carat Fresh Integrated 4 Expectations from the Agency • Category Definition • Positioning Strategy • Brand Identity for FINO – Brand colors, – Logo, – Stationery, – Website, – And other necessary elements • Communication Strategy – Articulation of the brand positioning (punch-line, tag-line) – Determining the key messages – Figuring out the optimum Media Plan • ATL • BTL • Brand Health Monitoring Mechanisms
  • 5. Carat Fresh’s Approach 2 Parts
  • 6. Carat Fresh Integrated 6 Carat Fresh’s Approach # 1 Understand
  • 7. Carat Fresh Integrated 7 Carat Fresh’s Approach Brand strategies of companies dedicated to ‘Financial Inclusion’
  • 8. Carat Fresh Integrated 8 Carat Fresh’s Approach # 2 Recommend
  • 9. Carat Fresh Integrated 9 Carat Fresh’s Approach Category Name (for FINO’s business model) Direction for Brand Identity Direction for Positioning
  • 10. # 1 Understand 1. Analysis of FINO – Brand Architecture – Brand Identity 2. Analysis of companies dedicated to ‘Financial Inclusion’ – Brand Architectures – Brand Identities
  • 11. Analysis of FINO • Brand Architecture • Brand Identity
  • 12. FINO Overview: • About FINO • Solutions offered • Positioning • Branding Financial Inclusion solutions Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 13. Carat Fresh Integrated 13 About FINO • FINO was founded on 13th July, 2006 with the single objective of building technologies to enable financial institutions (FIs) to serve the under-served and the unbanked sector and also to service the technology requirements of entities engaged in servicing the bottom of pyramid customers • Current Reach – No of Customers: 21 Banks, 20MFI, 4 Insurance, 9 Govt Entities – No of Location Served: Over 26000 – No of Transaction Point: 8330
  • 14. Carat Fresh Integrated 14 FINO – Brand Architecture Sub-brand strategy FINO FINO Tijori FINO Saral FINO Tatkal FINO Parichay FINO Sure FINO Ravi FINO Plus FINO Mitra
  • 15. Carat Fresh Integrated 15 FINO – Category • Category – Financial Inclusion
  • 16. Carat Fresh Integrated 16 FINO – Brand Identity • Brand Name – FINO is an acronym for Financial Information Network and Operations Ltd – FINO in Spanish represents Dolphin which is a symbol of intelligence, friendliness, adaptability and networking
  • 17. Carat Fresh Integrated 17 FINO – Brand Identity • Tagline – Enabling Financial Inclusion – Broadly defines the company’s overall offering
  • 18. Carat Fresh Integrated 18 FINO – Brand Identity • Typeface used – The font is simple and in capitals. There is no sharpness anywhere and every alphabet is smoothly rounded.
  • 19. Carat Fresh Integrated 19 FINO – Brand Identity • Color(s) in the logo – Reflects hope, optimism and growth – The color-scheme gives an image of a ‘government organization’
  • 20. Carat Fresh Integrated 20 FINO – Brand Identity • Shape(s) in the logo – The orange hemisphere looks like a rising sun against the yellow backdrop. Reflects country-side (rural) and a growing economy.
  • 21. Carat Fresh Integrated 21 FINO – Sound • Sound – The Brand Name is simple and easy to pronounce – Very few syllables
  • 22. Analysis of companies dedicated to Financial Inclusion • Brand Architecture • Brand Identity
  • 23. Carat Fresh Integrated 23 Types of Financial Inclusion Solutions Organizations promoting their own products Organizations offering Intermediary services Financial Inclusion solutions Technology Technology + Agent Networks Microfinance
  • 24. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 25. innoviti Overview: • About Innoviti • Solutions offered • Positioning • Branding Financial Inclusion solutions Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 26. Carat Fresh Integrated 26 About Innoviti • Innoviti Embedded Solutions is a leading provider of information and commerce transaction processing solutions • Industries catered to – Financial institutions, consumer facing businesses and government institutions. • Innoviti provides transaction processing solutions in the areas of – secure identification, – payment processing – marketing technologies. • Innoviti and its products have been the recipient of several honors , – Design for Excellence Award for Vaayu, – the Red Herring award as one of top 100 companies in Asia in 2006 – Wireless Innovation Contest award in 2007, Fullerton Technology Award in 2008.
  • 27. Carat Fresh Integrated 27 Solutions Offered Financial Inclusion solutions Insurance solution Microfinance solution Payment Technology solutions Unipay Wireless payment solution Driving database marketing Biometric authentication Secure Identification solutions Microfinance Driving license Pension disbursement and monitoring Attendance monitoring Marketing technology solutions Program material/ currency design Data gathering/ analysis/ warehousing Direct/ mass marketing Coupons/ Merchandising Customer/ retailer interface ROI monitoring
  • 28. Carat Fresh Integrated 28 Positioning Simplifying Communications (says nothing about payment solutions and security of transactions. Sounds more like a telecom company’s positioning)
  • 29. Carat Fresh Integrated 29 Branding Financial Inclusion solutions No separate brand name for its Financial Inclusion solutions
  • 30. Carat Fresh Integrated 30 innoviti – Brand Architecture Branded House strategy innoviti Financial Inclusion solutions Payment technology solutions Secure Identification solutions Marketing technology solutions
  • 31. Carat Fresh Integrated 31 innoviti – Category • Category – Based on our understanding of the offering through various sources, we might be able to articulate the category as Secure Transaction Aids
  • 32. Carat Fresh Integrated 32 innoviti – Brand Identity • Brand Name – Innoviti connotes ‘Innovation’ – Innovation in turn can be linked primarily to ‘technology’
  • 33. Carat Fresh Integrated 33 innoviti – Brand Identity • Tag Line – Reflects simplification of technology but has no connect with transactions and payment solutions
  • 34. Carat Fresh Integrated 34 innoviti – Brand Identity • Typeface in the logo – Is small which signifies modern, new age – Is simple yet bold
  • 35. Carat Fresh Integrated 35 innoviti – Brand Identity • Color(s) in the logo – Logo has shades of blue and yellow – Blue conveys • Importance and confidence – Example: the blue power suit of the corporate world • Intelligence, stability – Yellow • Is bold and gathers attention • Is the color of optimism and hope
  • 36. Carat Fresh Integrated 36 innoviti – Brand Identity • Shape(s) in the logo – The ‘i’s with the dots can be visualized as human beings, and ‘innoviti’ can be seen as connecting-the-dots (an oft used symbolism to reflect communication technology) – The underline reinforces the brand name ‘innoviti’
  • 37. Carat Fresh Integrated 37 innoviti – Sound • Sound of the brand name – Rhymes with ‘innovation’, ‘innovating’ and hence gives it an impression of an innovative organization.
  • 38. Carat Fresh Integrated 38 Synopsis Tech companies A single company in the list to have only technology solutions without the aid of on-ground team. Follows a branded house strategy with no sub-brand name for financial inclusion solutions. Financial inclusion solution is only a part of the whole range of transaction/payment technology solutions they provide.
  • 39. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 40. A Little World Overview: • About ‘A Little World’ • Positioning • Branding Financial Inclusion solutions Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 41. Carat Fresh Integrated 41 About ‘A Little World’ • ALW is the developer of ZERO, India’s first domestic payment system with specific focus on reaching out to masses with lowest available communication infrastructure. • ZERO creates the last mile operations network in villages, under pre-defined service agreements with Banks and front-ends the delivery of full-featured transactional services on behalf of Banks for Financial Inclusion on the ground
  • 42. Carat Fresh Integrated 42 Positioning Touch a billion people through innovative technologies and alliances at the bottom of the pyramid for delivering multiple financial services. (A vision statement which also defines the mission of the organization.)
  • 43. Carat Fresh Integrated 43 Branding Financial Inclusion solutions They have two brands operating in this space ‘Zero’ & ‘mZero’
  • 44. Carat Fresh Integrated 44 A Little World – Brand Architecture A Little World uses a ‘Sub-brand’ strategyA Little world Financial Inclusion Zero Mobile version of Zero mZero
  • 45. Carat Fresh Integrated 45 A Little World – Category • Category – Technology Services
  • 46. Carat Fresh Integrated 46 A Little World – Brand Identity • Brand Name – The name ‘A Little World’ connotes • A world that is connected through technology • A world that is coming closer – However it also connotes different meanings like • Little world of kids. It sounds more like the name of a playgroup. • A small family living a content life
  • 47. Carat Fresh Integrated 47 A Little World – Brand Identity • Typeface used • Can’t read much in the use of this typeface
  • 48. Carat Fresh Integrated 48 A Little World – Brand Identity • Color(s) in the logo – The power of red shows the power of finance, emotions and the power in relationships. – Relationship is the base of networking and the colour justifies the brand’s proposition.
  • 49. Carat Fresh Integrated 49 A Little World – Brand Identity • Shape(s) in the logo – NA
  • 50. Carat Fresh Integrated 50 A Little World – Sound • Sound of the brand name – Great sounding name – Easy to remember
  • 51. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 52. E-SOFT solutions Overview: • About ‘E-soft solutions’ • Branding Financial Inclusion solutions Analysis of: • Brand Architecture • About M-NAIRA • Positioning • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 53. Carat Fresh Integrated 53 About E-SOFT • E-Soft Solutions Limited is a privately held Nigerian software development company incoporated with Coporate Affair commission with RC:779190 • It provides innovative, cost-effective and compelling web and mobile based software products and services
  • 54. Carat Fresh Integrated 54 Branding Financial Inclusion solutions M-NAIRA is the sub-brand used for Financial Inclusion solutions
  • 55. Carat Fresh Integrated 55 E-SOFT solutions limited – Brand Architecture Sub-brand strategyE-SOFT M-NAIRA Fincore soft Mycollegeweb Hospital switch
  • 56. Carat Fresh Integrated 56 About M-NAIRA • M-NAIRA is a proven innovative Mobile Money, Revenue Management and payments solution • It converts any mobile phone to a micro bank for the un-banked based on scratch cards and enabled by any SMS enabled mobile phone
  • 57. Carat Fresh Integrated 57 Positioning Mobile Money Solution. Converts any mobile phone to a micro bank for the unbanked. (links the brand positioning to the product offering)
  • 58. Carat Fresh Integrated 58 M-NAIRA – Category • Category – Mobile banking solutions
  • 59. Carat Fresh Integrated 59 M-NAIRA – Brand Identity • Brand Name – The name seems to be the combination of M & Naira – M represents ‘mobile’ & Naira is the basic unit of money in Nigeria
  • 60. Carat Fresh Integrated 60 M-NAIRA – Brand Identity • Tag Line – The tag line ‘MOBILE MONEY SOLUTION’ captures the company offering.
  • 61. Carat Fresh Integrated 61 M-NAIRA – Brand Identity • Typeface in the logo – The font of M-NAIRA reminds of the origin/ethnicity of the service
  • 62. Carat Fresh Integrated 62 M-NAIRA – Brand Identity • Color(s) in the logo – Green color in the background is representative of Islamic population in Nigeria – The combination of white and green is seen as ‘sacred’ across the Islamic world
  • 63. Carat Fresh Integrated 63 M-NAIRA – Brand Identity • Shape(s) in the logo – The map of Nigeria in the background represents the reach & local nature of the brand
  • 64. Carat Fresh Integrated 64 M-NAIRA – Sound • Sound of the brand name – Easy to pronounce
  • 65. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 66. WIZZIT Overview: • About ‘WIZZIT’ • Positioning • Branding Financial Inclusion solutions Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 67. Carat Fresh Integrated 67 About WIZZIT • Mobile/ cell phone banking technology • Payment mechanism to the un-banked or under-banked • Empowering people
  • 68. Carat Fresh Integrated 68 Positioning Live.Life.Anywhere. With Wizzit you have your bank in your pocket. (talks about product benefit and adds an emotional appeal to the offering)
  • 69. Carat Fresh Integrated 69 Branding Financial Inclusion solutions No separate brand name for its Financial Inclusion solutions
  • 70. Carat Fresh Integrated 70 WIZZIT– Brand Architecture Branded House strategy WIZZIT Salaries and wages Affordable banking Cell-phone banking Debit/stop orders
  • 71. Carat Fresh Integrated 71 WIZZIT – Category • Category – Mobile banking
  • 72. Carat Fresh Integrated 72 WIZZIT – Brand Identity • Brand Name – It’s a combination of ‘WIZZ’ and ‘IT’ which could mean ‘a wizard in IT’. – ‘Z’ is new age and also has a connotation of ‘special’, ‘high- end’.
  • 73. Carat Fresh Integrated 73 WIZZIT – Brand Identity • Tag Line – My bank in my pocket – Denotes simple & exhaustive nature of business
  • 74. Carat Fresh Integrated 74 WIZZIT – Brand Identity • Typeface in the logo – All capital letters signifies importance & seriousness – The tag line is in small letters • Signifies simplicity achieved through mobile banking.
  • 75. Carat Fresh Integrated 75 WIZZIT – Brand Identity • Color(s) in the logo – Black, red and white are attention grabbing colors and are seemingly used for the same purposes.
  • 76. Carat Fresh Integrated 76 WIZZIT – Brand Identity • Shape(s) in the logo – Red stripes represent • The importance and the speed of the service • The simplistic form of mobile vibes/ signals and hence can be linked to mobile banking.
  • 77. Carat Fresh Integrated 77 WIZZIT – Sound • Sound of the brand name – Very simple to pronounce – Denotes speed through pronunciation (the use of ‘zz’)
  • 78. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 79. pagatech Overview: • About ‘pagatech’ • Positioning Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 80. Carat Fresh Integrated 80 About pagatech • Pagatech was founded in early 2009 with a vision to enable a cashless society and bank the unbanked in Africa • Paga, which is the first product of Pagatech, is an innovative, open, secure, and interoperable mobile payments platform that allows any person who has a mobile phone to transact electronically • Pagatech is building the network of banks (including micro-finance institutions), mobile operators, and trusted agent network required for success
  • 81. Carat Fresh Integrated 81 Positioning Your cash, anywhere, anytime. (talks about self reliance and the convenience of using pagatech services)
  • 82. Carat Fresh Integrated 82 pagatech– Brand Architecture Branded House strategypagatech Send Cash Bill Pay Buy Airtime
  • 83. Carat Fresh Integrated 83 pagatech – Category • Category – Mobile Banking
  • 84. Carat Fresh Integrated 84 pagatech – Brand Identity • Brand Name – The origin of word ‘paga’ is in Hebrew which means ‘to meet’ and ‘tech’ represents ‘technology’ – Hence ‘pagatech’ signifies networking by means of technology
  • 85. Carat Fresh Integrated 85 pagatech – Brand Identity • Tagline – NA
  • 86. Carat Fresh Integrated 86 pagatech – Brand Identity • Typeface used – Typeface used is small letters which is representative of ‘new age’ – Bold font of ‘paga’ puts more emphasis on networking over technology.
  • 87. Carat Fresh Integrated 87 pagatech – Brand Identity • Color(s) in the logo – The black color of ‘paga’ and gray color of ‘tech’ indicates the importance of networking over technology – The orange color of the circles indicates warmth and energy.
  • 88. Carat Fresh Integrated 88 pagatech – Brand Identity • Shape(s) in the logo – Circles of the different shapes indicate the networking at different levels – The dots form a full circle which is representative of ‘efficient use of resources’.
  • 89. Carat Fresh Integrated 89 pagatech – Sound • Sound – Traditional and ‘new-age’ words forming one word bring out the essence of the offering – Easy to pronounce with few syllables
  • 90. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 91. ekgaon Overview: • About ‘ekgaon’ • Positioning Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 92. Carat Fresh Integrated 92 About ekgaon • ekgaon offers a range of technology solutions for enabling financial inclusion for banks • ekgaon is focused on creating a global village where freedom, equality, respect for environment and culture, coexists with the human desire to learn, grow and attain spirituality in harmony with nature
  • 93. Carat Fresh Integrated 93 Positioning One village, one world (talks about uniting. Also connotes the huge potential that lies in one village.)
  • 94. Carat Fresh Integrated 94 Ekgaon – Brand Architecture Branded House strategy ekgaon System Analysis System Development User centric Design Localization Training & Support Strategic Consulting Event management
  • 95. Carat Fresh Integrated 95 Ekgaon – Category • Category – Not sure.
  • 96. Carat Fresh Integrated 96 Ekgaon – Brand Identity • Brand Name – The origin of the brand name is in Hindi language which means ‘one village’ – Indicates the place & the nature of the business
  • 97. Carat Fresh Integrated 97 Ekgaon – Brand Identity • Tagline – It signifies the company vision of creating a global village. – It can also mean creating a world within a single village.
  • 98. Carat Fresh Integrated 98 Ekgaon – Brand Identity • Typeface used – Small letters reflects new-age and cutting-edge business that the company is into
  • 99. Carat Fresh Integrated 99 Ekgaon – Brand Identity • Color(s) in the logo – The green color of the letter ‘gaon’ signifies the basis of the rural economy which is agriculture – Dark black color of the letter ‘ek’ emphasizes the mission of the company. – It may also have been used to separate ‘ek’ from ‘gaon’ to facilitate the ease of pronunciation.
  • 100. Carat Fresh Integrated 100 ekgaon– Brand Identity • Shape(s) in the logo – The Brand Name is mentioned in small case with no significant shapes
  • 101. Carat Fresh Integrated 101 ekgaon– Sound • Sound – Difficult to pronounce unless one understands the meaning of the term ‘ekgaon’
  • 102. Carat Fresh Integrated 102 Synopsis (tech+ agent network) companies The tech+agent network companies have adopted either a branded house of a sub-brand strategy The brand names connote 1. A small world formed as a result of technology 2. Convenience of mobile banking Networking through technology
  • 103. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 104. GRAMEEN BANK Overview: • About ‘GRAMEEN BANK’ • Positioning Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 105. Carat Fresh Integrated 105 About GRAMEEN BANK • Grameen Bank (GB) follows non conventional banking practice by removing the need for collateral and creating a banking system based on mutual trust, accountability, participation and creativity. • Industry Credentials: – SWITZERLAND : Aga Khan Award For Architecture : 1989 – BELGIUM : King Baudouin International Development Prize : 1993 – BANGLADESH : Independence Day Award : 1994 – MALAYSIA : Tun Abdul Razak Award : 1994 And many more
  • 106. Carat Fresh Integrated 106 Positioning Banking for the poor (clearly links the brand to the rural community.)
  • 107. Carat Fresh Integrated 107 GRAMEEN BANK – Brand Architecture Branded House strategyGrameen Bank Grameen Trust Grameen Fund Grameen Fisheries Grameen Telecom Grameen Cybernet Grameen shakti Grameen Phone Grameen Education Grameen Knit wear Grameen solutions Grameen byabosa Bikash
  • 108. Carat Fresh Integrated 108 GRAMEEN BANK – Category • Category – Microfinance
  • 109. Carat Fresh Integrated 109 GRAMEEN BANK – Brand Identity • Brand Name – Grameen means "rural" or "village" in Bangla language making the brand name resonate clearly in a poor man’s ears
  • 110. Carat Fresh Integrated 110 GRAMEEN BANK – Brand Identity • Tag Line – Banking for the poor – Reflects the services clearly
  • 111. Carat Fresh Integrated 111 GRAMEEN BANK – Brand Identity • Typeface used – Capital letters give it the required seriousness – Forward slant in the tagline reflects confidence and positivity, progress and growth
  • 112. Carat Fresh Integrated 112 GRAMEEN BANK – Brand Identity • Color(s) of the logo – House in RED signifies the colour of BRICKS – Green is the colour of growth and symbolizes the basis of rural economy & prosperity – Alternatively , the colors reflect Bangladesh
  • 113. Carat Fresh Integrated 113 GRAMEEN BANK– Brand Identity • Shape(s) in the logo – The house in the logo can be visualized as an upward arrow which again emphasizes on the prosperity aspect. – The house also symbolizes small scale enterprises
  • 114. Carat Fresh Integrated 114 GRAMEEN BANK – Sound • Sound – The word Grameen is easy to pronounce and since it is in the regional language, it elicits a feeling of belonging
  • 115. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 116. SKS MICROFINANCE Overview: • About ‘SKS MICROFINANCE’ • Positioning Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 117. Carat Fresh Integrated 117 About SKS • SKS distributes small loans to poor women so they can start and expand simple businesses and increase their income • SKS uses the group lending model where poor women guarantee each other loans. Borrowers undergo financial literacy training and must pass a test before they are allowed to take out loans. • Re-payment rates on collateral-free loans are more than 99% because of this systematic process
  • 118. Carat Fresh Integrated 118 Positioning Providing microfinance to underserved section of society. (clearly links the brand to the rural community.)
  • 119. Carat Fresh Integrated 119 SKS Microfinance – Brand Architecture SKS uses a sub-brand strategy.SKS Microfinance Aarambha Vriddhi Raksha Life Insurance loans Sangam Store loans Housing Loans
  • 120. Carat Fresh Integrated 120 SKS – Category • Category – Microfinance
  • 121. Carat Fresh Integrated 121 SKS – Brand Identity • Brand Name – SKS stands for Swayam Krishi Sangam, which in Hindi means ”self-cultivation society”.
  • 122. Carat Fresh Integrated 122 SKS – Brand Identity • Typeface – The typeface is bold. Strengthens the ambitious nature of the SKS’s business.
  • 123. Carat Fresh Integrated 123 SKS – Brand Identity • Color(s) of the logo – Sky-blue reflects the all-inclusive nature of SKS’s financial products and the positive impact on all the members – The sombre grey signifies the seriousness of SKS’s intent and commitment to fulfil the needs of customers and stakeholders
  • 124. Carat Fresh Integrated 124 SKS – Brand Identity Shape(s) in the logo – There are five women sitting in a circle which is core to the business as they offer loans only to women – Five women in a group also signifies the group-lending model that SKS uses. – The grey semi-circle shows a cover of protection on them
  • 125. Carat Fresh Integrated 125 SKS – Brand Identity • Sound – Three syllables with alliteration
  • 126. Brands Analyzed • Technology • innoviti • Technology+ Agent Networks • A Little World • M-NAIRA • WIZZIT • pagatech • ekgaon • Microfinance • GRAMEEN BANK • SKS • unitus
  • 127. unitus Overview: • About Unitus • Positioning Analysis of: • Brand Architecture • Category • Brand Identity – Brand Name – Tagline – Typeface used for Name – Color(s) in the logo – Shape(s) in the logo – Sound of the brand name
  • 128. Carat Fresh Integrated 128 About Unitus • unitus, an international non-profit organization, fights global poverty by accelerating the growth of microfinance—small loans and other financial tools for self- empowerment—where it is needed most. • unitus works with microfinance partners and other emerging enterprises in India, Southeast Asia, East Africa, South America, and Mexico • unitus’s microcredit loan is supported by a range of client-supporting products and services such as business skills training, savings programs, and basic insurance plans.
  • 129. Carat Fresh Integrated 129 Positioning Innovative solutions to global poverty (does not talk about a particular class of people. i.e ‘poor’. Rather talks of addressing the issue of poverty through innovative solutions.)
  • 130. Carat Fresh Integrated 130 Unitus-Category • Category – Microfinance
  • 131. Carat Fresh Integrated 131 unitus– Brand Architecture Branded house strategyunitus unitus capital unitus equity fund
  • 132. Carat Fresh Integrated 132 unitus– Brand Identity • Brand Name – Derived from two words ‘unity’ and ‘us’, thus giving it a meaning of ‘togetherness’. – The name gives a feeling of security and protection.
  • 133. Carat Fresh Integrated 133 unitus– Brand Identity • Tag Line – Showcases Unitus as an organization with multiple offerings
  • 134. Carat Fresh Integrated 134 unitus– Brand Identity • Typeface in the logo – Bold fonts reflect solidarity – The edge of ‘t’ is cut perfectly to give a sharp slant that breaks out of the monotony
  • 135. Carat Fresh Integrated 135 unitus – Brand Identity • Color(s) in the logo – A small green dot on top of the letter ‘I’ signifies prosperity and can also represent the rural economy. – The ‘i’ in unitus gives it a human touch as the shape of ‘i’ is representative of the shape of a human being.
  • 136. Carat Fresh Integrated 136 unitus – Brand Identity • Sound – The pronunciation is simple and gives the feeling of Unite Us in it
  • 137. Carat Fresh Integrated 137 Synopsis micro-finance companies Most companies analyzed in this category follow a Branded House strategy. The name, logo or the tagline includes the term ‘poor’, ‘village’ to form a connect with the rural population
  • 138. # 2 Recommend • Direction for Category Naming • Positioning
  • 139. # 2 Recommend • Direction for category Naming • Positioning
  • 140. Carat Fresh Integrated 140 Category Name: why is it important? Finance Financial Inclusion SHGs Mobile Banking Microfinance How do we name the category for FINO? Investment companies Insurance Companies Banks
  • 141. Carat Fresh Integrated Category Name: why is it important? When we need to buy something to wash hands, we ask for either a hand wash or a soap When we wish to watch a movie on a big screen, we either go to a single screen or a multiplex What would we say when we wish to avail of services like FINO?
  • 142. Carat Fresh Integrated Category Name: why is it important? Currently when the industry wishes to speak of Financial Inclusion, it approaches organizations like Banks, Insurance companies or entities like Grameen Bank The industry does not approach FINO since there is no recognition of the role that this category plays in Financial Inclusion The recognition of the role comes with identifying the category and defining it appropriately for all stakeholders Once this is done, the industry will start recognizing FINO as a major contributor in the umbrella category of Finance
  • 143. Carat Fresh Integrated Category Name: Based on FINO’s business model Do we have a full grasp of the significance of FINO’s business model? So, how do we classify FINO into a category?
  • 144. Carat Fresh Integrated Category Name: Based on FINO’s business model 144 Banks DSA End Consumer Foreign Universities Educational Consultants Indian Students Insurance Companies Insurance Agents End Consumer Hotels Travel Agents End Consumer For example
  • 145. Carat Fresh Integrated Category Name: Based on FINO’s business model 145 Financial Institutions FINO End Consumer How does FINO categorize itself as part of the entire value chain and as part of people’s lives?
  • 146. Carat Fresh Integrated Category Name: Based on FINO’s business model 146 Financial Institutions FINO End Consumer FINO acts as a channel between the Financial Institutions and the end consumer
  • 147. Carat Fresh Integrated Category Name: Based on FINO’s business model 147 Hence, using the term channel in the context of FINO, we can get the corresponding category name
  • 148. Carat Fresh Integrated Category Name: Recommendations 148 Alternate Banking and Finance Channel Option 1
  • 149. Carat Fresh Integrated Category Name: Recommendations 149 Financial Inclusion Channel Option 2
  • 150. # 2 Recommend • Direction for Category Naming • Positioning
  • 151. # 2 Recommend • Direction for Category Naming • Positioning
  • 152. Carat Fresh Integrated 152 Positioning for FINO – Key Considerations First & the largest player providing such service in the Indian market Largest customer base in the country Largest network of agents to reach out to the rural audience. Option 1
  • 153. Carat Fresh Integrated 153 Positioning for FINO India’s Largest Alternate Banking and Finance Channel India’s Largest Financial Inclusion Channel OR
  • 154. Carat Fresh Integrated 154 Positioning for FINO – Key Considerations FINO opens up a multitude of financial opportunities for the rural consumer These opportunities are changing the lives of the rural community and uplifting them on the financial front Option 2
  • 155. Carat Fresh Integrated 155 Positioning for FINO Changing Lives of Millions
  • 156. Carat Fresh Integrated 156 Further Work • Category Definition • Positioning Strategy • Visual Identity for FINO – Brand colors, – Logo, – Stationery, – Website, – And other necessary elements • Brand Manual • Communication Strategy – Determining the key messages – Figuring out the optimum Media Plan • ATL • BTL • Brand Health Monitoring Mechanisms
  • 157. Investment Rs15 lacs Service Tax extra Duration 45 days