MBA case study- Escotel Mobile Network Communication special reference to Branding Models

1. ESCOTEL
Branding a New Service

2. Presented By
Mahammed Arief
Sachin K S

3. ABOUT COMPANY
› Joint venture between Escort Ltd and First Pacific Co. Ltd
› Company Operation started in early 1994
› Industry: Telecommunication
› Headquartered: Delhi

4. › Kerala – BPL (a strong national brand)
› U.P west – Koshika (street-smart operators)
› Haryana – Essar (part of the largest national network)
COMPETITORS

5. USP of the Brand
› Service Guarantee Scheme
› Money Back Guarantee Scheme

6. Phase I: Concept Selling
› 1st mover advantage in cellular business
› Generic Benefits to customers
› Creating a strong brand in the minds of Customers
› Connecting People
› Un-interrupting Network Solution

7. Phase II: Creating Differentiation
1st Microwave Link Technology implemented
All weather and crystal clear communication
Widest coverage
Long time quality services
Priced at reasonable rates

8. › Targeting Business Class
› Targeted House-wives
› Targeted Professionals
› Targeted Retired People
› Differentiation in
Geography
Add Timings
Media Mix
Phase III: Tactical Adds

9. Physique
Strong Infrastructure
Network Connection
Personality
Happiness
Good Times
Luxury
Everywhere
Culture
Leader
National Brand
Self Image
Quality Service
Relationship enhancement
Regional Approach
Reflection
Connected
Family Business
Professionals
Relationship
Wide range Connection
B-B Service
Quality Service in all
places at all seasons

10. BRAND ELEMENTS
› Name: Escotel Mobile Communication Ltd
› Logo:
› Tone:
› Jingle:
› Packaging: Service Provider
› Characters: Strong network
› URL:www.emcl.com
› Slogan: New Freedom, New Togetherness, New Confidence, New
Success, New Freedom, New Horizons. New Accessibility, New
Hopes.

12. Sincerity Honest service to its customers, genuine
price, cheerful, regional and domestic
Excitement Customer perceived services as all time
network connections
Competence Service is perceived as responsible,
reliable, efficient, supportive and
dependable
Sophistication The customer services such as service
guarantee, money back guarantee
Ruggedness The technology used to transmit the
signals, all seasonal strong service i.e. Tv
add in Kerala reference to monsoon
seasons.

13. THANK
YOU