Brand Management-Analysis of Energy/ Infrastructure Brands

1. Brand Management
Submitted by:
Apurva Mittal 20141009
Indranil Joshi 20141023
Rajan Zaveri 20141056
Ridhhi Kanetkar 20141057
Riya Giri 20141058
Submitted to:
Prof. Pramod Paliwal
Analysis of Energy/ Infrastructure Brands

2. INDIAN OIL

3. About Indian OIL
It is India’s largest commercial enterprise, ranking 116th on Fortune
Global 500 listing. Indian.

4. • Message- The advertisement conveys the message to the masses about the entire
business portfolio of IOCL projecting it as India’s biggest integrated petroleum
company.
• Target Market- Enterprises looking for energy for production, people for petrol
diesel for vehicles and domestic uses.
• Corporate based branding has been used.
• Color
(Down to earth, June 2015)
Too much text

5. https://www.iocl.com/talktous/adcampaigns.aspx
Catchy
Narration
Business
portfolio
Logo

6. Brand Elements-IOCL
• Brand name: shows geographic indicator using INDIAN in the name,
only oil related operations is depicted
• Logo: The saffron circle represents energy as a derivative of the
Sun, connoting life and the future. The dark blue outer ring and the
horizontal band symbolize technology for harnessing this energy
• URL: Users can find information about the company's vision,
mission, objectives, corporate governance
• Slogans: Changes as per the campaign

8. GAIL
• GAIL (India) Limited is the largest state-owned
natural gas processing and distribution
company in India, It is headquartered in New
Delhi. Business:
Natural Gas, Liquid
Hydrocarbon, Liquefied petroleum
gas Transmission, Petrochemical, City
Gas Distribution, Exploration and
Production, GAILTEL and Electricity
Generation

10. Advertisement Analysis
• Message/Theme: The advertisement
emphasizes on the CSR activity conducted by
GAIL.
• Target Market: Indian companies
• Corporate Based Advertisement with
emphasis on an Ideology(CSR)

11. The Old Ad

12. • Message/Theme: The advertisement AGAIN
emphasizes on the CSR activity conducted by
GAIL.
• Target Market: SAME
• Corporate Based Advertisement (Same)
• Difference: The old ad was describing the CSR
avtivity in terms of Healthcare Provision while
the new ad focuses on the Literacy Campaign.

13. Brand Elements
• Brand Name: GAIL (Company)
• Logo:
• URL:
http://www.gailonline.com/final_site/index.ht
ml
• Character: Shows Responsibility and Care
• Slogan: “Tomorrow is Yours.”

15. • BHEL is an integrated power plant equipment
manufacturer and one of the largest
engineering and manufacturing company of
its kind.
Business:
Design
engineering
manufacture
Construction
Testing
commissioning
servicing
Industries:
Power
Transmission
Industry
Transportation
Renewable Energy
Oil & Gas
Defence

17. BHEL
• THEME: Multi-disciplinary approach towards
CSR
• Target Market: Power Transmission Sector,
Oil and Gas, Industrial Equipment,
Telecommunication Area, Non-Conventional
Energy
• Corporate based advertisement
• Showing completion of 50 years into the
business

18. Then Now
• Earlier they used product
based advertisement
• Target Market: Power
Transmission Sector, Oil and
Gas, Industrial Equipment,
Telecommunication Area,
Non-Conventional Energy
•Corporate based advertisement
•Target Market: Moving towards
corporate world.
•Getting Socially responsible
Corporate

19. Brand Elements
• The brand name itself indicates that it has geographic indicators. The brand name
is not fancy ,it is apt for the product and very direct.
• By looking at the logo it is very easy to comprehend that it’s a electrical
equipment company as
• The print advertisement emphasizes the engineering prowess of the company.
• It is very straightforward and clearly gives its message to the end user.
• The other print advertisement talks about the power sector in a lucid manner and
it also
• Educates the consumers on the current scenario of the power sector in India.

20. Web-Presence
• IOCL: Social Media presence
https://www.iocl.com/home.aspx
https://twitter.com/Indianoilcorp
• GAIL: Social Media presence
http://www.gailonline.com/final_site/index.html
https://twitter.com/gailindia
• BHEL: Social Media presence
• http://www.bhel.com/home.php

27. Company's strategy of using Web as a
Tool
• GAIL is present on
>Twitter: https://twitter.com/gailindia?lang=en
>Facebook: https://www.facebook.com/GAILIndia
• Uses web to spread awareness about:
1. CSR activities
2. Latest Technological Trends in the industry
3. Industry Happenings
 GAIL increasingly focuses on building an image that emphasizes
on building a better future of India.
 It portraits itself as No.1 NG Company of India
 Reinforces the necessity for other companies to indulge in CSR
activities.