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Image Management

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  • Transcript

    • 1. IMAGE IS EVERYTHING
    • 2. We all have one But few work to Project & Protect it
    • 3. What is an Image ?
    • 4. An image is a dynamic & profound affirmation of nature, culture & structure.
    • 5.
      • Corporate image is defined as the perceived sum of the entire organization, its objectives and plans
      • The Corporate image comprises all the visual, verbal and behavioural elements that make up the organization
    • 6. Its ‘walk the talk’ game Image is created by what we do & how we do it
    • 7. Why managing an Image is so Important?
    • 8. Importance
      • differentiate itself from competition
      • world of deteriorating brand power
      • rising perceptions of parity products
      • reducing employee & customer loyalty
      • to create recognized added- value to the products and services
      • to prosper in an increasingly competitive and constantly changing global marketplace
    • 9. According to the Opinion Research Corporation (ORC)…
    • 10. 97 percent of the respondents acknowledged that image accounts for a significant measure of the successes and failures of their organizations.
    • 11. An Image integrates… MISSION VISION STRATEGY Constantly managed Sustained & Supported Thoroughly Planned VISION STRATEGY MISSION .
    • 12. Relevance of Image Management
      • Focuses on the very heart and soul of the
      • organization, to the extent of evaluating
      • & determining organization's key purposes. It represents
      • highest levels of functional control of the organization
      MARKETING MANAGEMENT
      • The ultimate battleground for winning and maintaining customer relationships now takes place in the minds, hearts, emotions and perceptions of the customers.
    • 13. Image Audiences
    • 14. Image Audience P E R C E P T I O N Suppliers Media
        • Customers
      Shareholders Employees Community Corporate Image
    • 15. Image Portrayal accurately reflect level of the organisation's commitment to quality, excellence and relationships with its various constituents encompasses company's products, services, management style, communications activities & actions around the world the perceived sum of the entire organization, objectives and plans CLEAR CONCISE CONCRETE For the target audience
    • 16. Benefits of a Strong Image
      • A complete awareness among managers of the firm's long-range goals
      • More clearly defined corporate objectives and direction
      • Improved insights into competitive positions and market conditions
      • Improved internal and external communications
      • A positive accounting to customers of the firm's position in the industry and the marketplace
      • Improved understanding of the organization within the financial community
      • Better understanding of the company, its objectives and its direction by employees, suppliers, directors, and the media
    • 17. Influences on Image
      • The product
      • Consistent high quality from people like Hewlett Packard, Compaq, IBM, Tektronix, and others has positioned these companies above their competition.
      • Service
      • IBM may not have the most advanced products, but no one questions the level of service they provide.
      • Finance
      • Microsoft, IBM, Compaq, Apple, DEC, HP and others is a strong factor in purchasing decisions and affects the future successes of those firms.
    • 18. Influences on Image
      • Employees
      • Happy, productive employees are a powerful market influence
      • Sense of Citizenship
      • HP, Intel, National Semiconductor and other industry leaders have become more vocal and more visible in taking strong positions regarding technology drain, technology transfer and international sales.
      • Acquisition Policy
      • The ability to assimilate new acquisitions into existing corporate structures is also important, as Gould and Xerox have realized.
    • 19. So the mantra is…
    • 20. Stand up with a happy, healthy face That reflects honesty, integrity, reliability & credibility
    • 21. And as they say…
    • 22. “ Watch your thoughts; they become words. Watch your words; they become actions. Watch your actions; they become habits. Watch your habits; they become character. Watch your character; it becomes your destiny.”
    • 23. The Case Study
    • 24.  
    • 25. Bharti Airtel
      • Largest Private Integrated Telecom Company in India
      • 3 rd Largest Wireless Operator in the World
      • Largest & Fastest Growing Wireless Operator in India
      • Largest Telecom Company listed on Indian Stock Exchange
      GROUP 7
    • 26. Product Offerings Broadband DTH services Mobility VAS Corporate services Brand Airtel
    • 27. Core values 1 2 3 Performance Dynamism Leadership
    • 28. Airtel – Strategy
      • MANTRA : Focus on Core Competencies and Outsource the rest!
    • 29. Vision 2010 Targeted by top talent Loved by more customers Benchmarked by more businesses . By 2010 Airtel will be the most admired brand in India
    • 30. Performance till date
      • Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened in 1995.
      • It has managed to hold on to its leadership position inspite of the presence of other players with deep pockets – Ambani’s, Tata’s, Birla’s and Vodafone.
      • Has coped well with regulatory changes.
      • Continues to attract and delight customers.
    • 31. Segmentation
      • Basic segmentation is done on the basis of regulatory norms – telecom circles
      • The state is further divided into three category on the basis of geography - class A, class B, class C
    • 32. Targeting
      • Every one is a target:
      • Elite
      • Up market professionals
      • Corporates
      • Low income mass category
      • Youth
      • Women and senior citizens
    • 33. Positioning
      • Starting with “ Power to keep in touch ” – to convey the power of instant communication
      • Positioned for premium category elite class of society
      • Perception of aspirational & lifestyle brand
      • Brand that always connotes leadership
      • Sponsored games like Golf
    • 34. Repositioning
      • Then “ Touch Tomorrow ” came at a time when indian telecom sector was witnessing the entry of more players
      • Need to capture mass market
      • Urge to talk to a wider audience
      • New Airtel logo
      • Emphasis on core values
          • leadership
          • dynamism
          • performance
    • 35. Repositioning
      • Then came “ Live every moment ” – to capture the imagination of the customers
      • Brand ambasadors-
        • Sachin Tendulkar
        • Shahrukh Khan
        • Kareena kapoor
      • To evoke emotions & reactions among indian consumers, which one will experience in a lifetime
    • 36. Repositioning
      • In 2003, Airtel repositioned its brand with “Express yourself” campaign
      • Changed its logo to give more energetic and younger look
      • Highlight capability of Airtel’s performance and network coverage
      • Launched in regional
      • language
    • 37.
    • 38. Airtel Share
    • 39. Communicating via tag lines
      • Power to keep in touch(1995)
      • Touch tomorrow(1999)
      • Live every moment(2002)
      • Express yourself(2003)
    • 40. Image Communication Strategy Barriers break when people talk
    • 41.
    • 42.
    • 43. Highly acclaimed campaigns like
      • Leadership campaign
      • Jai Hind campaign
      • Quality Time campaign
      • Magic dalo
      • Magic hai to mumkin hai
      • Atoot bandhan, atoot network
      • Join the dots
    • 44. Airtel ambassadors over the years
    • 45.
    • 46. For Corporates
      • Mobile services
      • Voice services
      • Satellite services
      • Managed data &
      • internet services
      • Manage e-business
      • services
      • Manage customized
      • integrated solutions
    • 47. Youtopia
      • Special tariff plan for youth- Youtopia
      • Reduced tariffs, access to cell phones
      • 14-19 years of age
      • Expand customer base (limited to the
      • older age groups till now)
      • Deviation from earlier positioning for
      • older people symbolizing dignity and
      • power
    • 48. Rural Strategies
      • Covers over 4,00,000 villages and hopes to expand to other 1,00,000 by 2009
    • 49. Airtel IFFCO launch
      • Airtel unveiled the “Grameen Mobile Puratchi” campaign for the rural india
      • The scheme is for 45 lakh society members of IKSCL( IFFCO KISAN SANCHAR COOPERATIVE LIMITED)
      • Provides free Vas on – mandi prices, farming techniques, weather forcasts, dairy farming, animal husbndry, rural health initiatives
    • 50. First Mover Advantage
    • 51. Publicity & Events
      • Sponsored events
      • Delhi half marathon
      • Delhi golf tournament
      • Border- Gavaskar trophy
      • Indian fantasy league
      • Sponsored TV shows
      • Big Boss
      • KBC
      • Indian Idol
      • Bol Baby Bol
    • 52.
    • 53. Something for Everyone
      • “ Friendz” pre-paid plan
      • “ Ladies special” plan
      • “ Senior citizen” plan
      • “ Family celebration” plan
    • 54. Promotions through Health campaigns
      • Airtel & WockHardt hospitals together launched a ‘ good health campaign’ to mark world health day, comprising health check ups at 75% discount
      • Many promotional campaigns for post paid customers offering heavy discounts available all around the year
    • 55. Public relations
      • Unifies its brand under the flagship brand of Airtel
      • New brand strategy to enhance simplicity, convenience & value to customers
      • Strengthen CSR values of Airtel
    • 56. CSR initiatives by Airtel
      • To be responsive to the needs of customers
      • To continuously improve services
      • To be transparent & sensitive
      • in the dealings with
      • all the stakeholders
      • To trust & respect their
      • employees
    • 57. CSR initiatives by Airtel
      • Airtel Aashiana for the underprivileged children at the Mohali office of Airtel
      • Tie up with an NGO to distribute daily surplus food to needy children
      • Airtel experience centre for visually impaired people & for the deprived sections of the society
    • 58. CSR Initiatives
      • In J&K has distributed free medicines, clothes & other utility items to “Missionaries of charity home for destitute”
      • A tree plantation drive was carried out in various circles where free tee samplings were planted
      • Airtel is in the process of setting up of 1000 Satya Bharti Schools to deliver education to underprivileged children in deep rural pockets of India
    • 59. Thank you & Express yourself By: Sunita Sharma MAMM II