Brand Management in Power sector in three Companies. TATA Power, CESC and UGVCL

1. BRAND MANAGEMENT

2. Source: India Power April- June 2017

3. Unique Proposition: India’s Largest Integrated Private Power Utility
The advertisement focuses on a responsible campaign towards community and environment which is a part of their
business model. This leads to a sustainable development of the firm with economic growth. This also shows that the firm
provides reliable service with superior customer care.
 Care for environment
 Care for community
 Care for customers
 Care for People
Target Market Addressed: Retail customers of residential and Industrial area.
This is a Corporate based advertisement about service
This campaign is running for quite a long time which solely focuses on touching people’s hearts with its CSR activities.
The tagline itself has a deep meaning which tries to imply that, this is a reliable service which illuminates houses and give a
reason to cheer.

4. • Makes use of the Tata brand name and follows the same principle of giving back to the society.
• Tata Power has made a conscious effort to present itself as an environment friendly power producer.
• High Priority to sustainability.
• Highlighting commitment towards renewable energy and energy efficient power plants.
• Campaigns to highlight role in daily lives of citizens.
• Tries to provide better service to customers and makes them feel part of the Tata legacy.
“Clean, cheap and abundant power is one of the basic ingredients for the economic progress of a city, state or country”
Jamsetji Tata

8. Source: India Power April-June 2017

9. Source: India Power April-June 2015Source: Power Watch June 2016

10. Tagline: Growing Legacies
Unique Proposition: Profitable and consumer oriented power utility
Meet consumer's expectations continuously by providing safe, reliable and economic electricity through optimization of available
resources
Target Market: Everyone in Kolkata with power requirement
Corporate based advertisement
This is a beautiful example where the Newtown’s cradle balls are used to demonstrate the seamless assistance of the service
provider. The cradle balls are linked to real life application for problem solving. This shows a single platform used to solve all the
problems in a harmonious ways.

11. • Consistent effort on the part of the management to build a positive and strong brand image.
• CESC tries to portray itself as a brand that is easily accessible and talks about great customer
experience.
• Co-branding with numerous other brands like Indigo hair dye, SaReGaMaPa audio labels ,etc.
• Continuous efforts to connect with consumers through various campaigns run online as well as offline.
• Focus on sustainable development with reference to renewables and greener technologies.
• Major differentiating point communicated is its efficient service and consumer friendliness.

13. Source: India Power April-June 2017

14. Theme: Committed to continuous and reliable supply
Unique Proposition: Pioneer in specially designed transformers
Met consumer expectations by continuously by providing safe, reliable and economic electricity using latest technology available
along with prompt and efficient customer services.
Target Market: Everyone in Uttar Gujarat District with power requirement
Corporate based advertisement
• Providing a sustainable, affordable, safe and reliable electricity supply
• Providing prompt and efficient customer services
• Developing and incentivizing our employees
• Undertaking business in an environmentally acceptable manner

15. • Limited effort to build brand image or communicate with consumers.
• Initiatives fulfilled under the government policy are highlighted in the website.
• Recently advertisements have been released to communicate with its consumers and investors.
• Differentiation comes from its uninterrupted service and advanced technology like smart grids,
specially designed transformers and underground cables around Ahmedabad.
• Even now very little presence on social and print media.