Banding strategy of Distribution franchisee Business of calcutta electric supply corporation, RPG group

1. Branding of
Distribution Franchisee Business
Presented by:
Pronoy Biswas
Pritam Moitra
(IISWBM)

2. What is Power Distribution
Franchise ?
Distribution Franchisee is an agent
which works on the behalf of the
Distribution Licensee (DISCOM) in
the designated area to manage
its power distribution
business including supply and billing
of electricity to the consumers
2

3. 3
Existing Power Map of CESC

4. Branding Process
As CESC is already a well established brand
in the power distribution franchise market,
we should focus more on the expansion and
revamp the branding strategies to acquire
new market segment, the process may
follow these steps
4
Gain Insight
by research
Clarify&
Develope
Brand
Strategy
Execute
Brand
Strategy by
managing
Assests

5. Analyze the needs of current and potential customer,
it may be DISCOM’s and the end users also. And try
to figure out most profitable customers and what do
they have common, it will help to create future
strategies
Analyze the Competitor strategies and try to
strengthen the future strategies to give fight with it
 SWOT analysis, this exercise can lead the
development in windward way. As CESC is already in
the business of power distribution , by finding out the
strength of it to overcome weakness and make
opportunity strong to overcome threats
Gain Insight5

6. Distribution Franchisee-Kota,
Bharatpur and Bikaner
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7. 7
 Branding Strategies should be based on STP
analysis
Branding through proper relevant channels
Treat this power franchise business as
“STAR” while allocating fund for branding
Branding must showcase the past
experience and Awards like what CESC has
gained from Kolkata and the it should contain
the news about new addition in business like
What CESC has gained in Rajasthan
Branding strategies

8. 8
Components of strategies
RelevanceAppeal CredibitltyConsistancy
Emotional
connection

9. 9
 For CESC target market may be towards Southern region,(city like
Chennai, Hyderabad and the upcoming big city like Amravati) as demand is
very high in that region and provider is less, Branding may be easy in that
region
In the potential area of action physical reach out is required like
establishment of full time office in that area
Participate in trade fair and organize awareness program like seminar about
the franchise model of CESC to reach out to the customer directly
Using different promotional channels of advertisement like in relevant
magazines, news paper and in also digital media
Execute Branding strategies

10. 10
Thank
you