2. MFCL being a new entity, has a low level of brand awareness.
Awareness of the brand Matix needs to be created to make a mark among its
stakeholders and corporate community.
MFCL – Brand awareness
3. -To promote the brand among corporate entities
- To increase the brand value / equity
- To create favourable image among future investors
- To motivate internal audience
- To attract talents
Corporate communication activities will also flesh out the ‘profile of the
company’ behind the brand and create a positive rub off on Dr. Fasal
which we plan to have as our mother brand in the agri-input category.
Why corporate communication
4. Before we design our strategic messaging template we need to firm up
on the followings:
- Mission & Vision statement
- Core values
- Sensory identity
Firm up the basics to achieve the desired identity
5. Guidelines to prepare the Vision & Mission statement
Firm up the basics to achieve the desired identity
Mission Statement Vision Statement
Function It lists where the organisation sees itself some
years from now. For employees, it gives
direction about how they are expected to
behave and inspire them to give their bests. It
shapes customers’ understanding of why they
should work with the organisation.
It lists the broad goals for which the
organisation is formed. Its prime function is
internal, to define the key measure or measures
of the organisation’s success and its prime
audience is the leadership team and the
stakeholders.
Answer It answers the question, “why are we here?” It answer the question, “what do we do?”
Employees It helps team to act and guides them in what
they should do
It identifies why they need to work with the
organization and their differentiator
Change Your mission statement may change if your
company outlives the industry it started in, but
it should still tie back your core values and
vision.
Your vision should remain intact, even if the
market changes dramatically, because it speaks
to what your company represents, not just what
it does.
Time A mission statement talks about organization’s
present leading to its future.
A vision statement talks about the organization’s
future.
About A Mission talks about HOW the organization
will get to where it wants to be. Defines the
organization’s purpose and primary objectives.
A vision statement outlines where an
organization wants to be. Communicates both
the purpose and values of the organization.
We need to firm up the statements at the earliest
6. Guidelines to prepare the Core values
They are the values you live by when you do business, and what makes your
approach to your business special.
Core values are the very significant components of the identity of any business.
They are specialized standards set by a company regarding the method of its
functioning, decision making, problem solving, and customer service. The main
aim of any company is to attract profit, which can easily be done if clients and
customers are impressed by the satisfaction provided to them from the services.
And for letting the clients know about the quality of the business, core values of a
company essentially have to be set.
The primary benefit of core values is that they let clients and potential consumers
know what the company is all about, and clarifies the identity of the company.
Core values are points to be considered for maintaining proper corporate
relations with the media, customers, public, and other business entities.
Firm up the basics to achieve the desired identity
7. Guidelines to prepare the Core values
Some Examples
Customer Service and Satisfaction
Quality of Services
Integrity
Contribution to Career Growth
Excellence
Creativity
Adherence to Deadlines and Deliverables
Firm up the basics to achieve the desired identity
Needs to be developed at the earliest
10. Sensory identity
Logo Unit
(decided)
Firm up the basics to achieve the desired identity
Logo Unit
(variation)
We have been using this unit in all our communication pieces till date.
It seems that the management is also keen on having this unit as the logo.
We need to decide and freeze at the earliest and get the logo registered
11. Sensory identity
Corporate tune
Firm up the basics to achieve the desired identity
In order to create a unique brand identity and instant
identification with the brand, we need to have a brand tune
as our property.
This tune will be an integral part of our audio and
audio visual communication.
We need to decide and freeze and develop it at the earliest and use the same in all our
future communications.
13. Standardising the corporate communication
Core messaging template (suggested) :
To create a larger than life imagery of Matix we should consider
including the followings in the template:
- Matix - “World’s largest integrated Ammonia –Urea project”.
- Matix - Ushering an industrial resurgence in the core sector like
fertiliser being the first Green-field urea plant in the country
after 18 years.
-Matix – A Technology Management Driven Company
-Matix – A R&D and innovation driven Company
-Matix robust HR policy
-Matix Quality policy
We need to decide and freeze after management’s consent and use the same in all
our future communications.
14. a) Employees as brand ambassadors
Matix employees should be cleverly used in enriching the brand
experience of the customer.
The following points should be kept in mind to create the desirable brand
image through our employees.
- Physical appearance (uniform)
Appropriate dress codes to be followed by the employees while on duty.
At the factory, uniform provided by the MFCL should be the dress-at-work.
Corp com tools
15. a) Employees as brand ambassadors
-Etiquettes
Etiquette training to be given by HR during induction. Successful completion of
this course will increase your knowledge and ability to: use basic courtesy and
manners, practice common business etiquette to build relationships, interact in a
respectful manner with co-workers and customers/clients and other
stakeholders.
-Communication skills
Periodical workshops to be conducted by the HR to improve the communication
skills of the employees. This session will focus on the various aspects of
business communications. It will provide guidance on effective communication
at work via email and phone conversations.
Corp com tools
16. b) Office / workplace ambience
Reception areas should always portray the professional image of the
organisation.
Reception staff should always present themselves in a tidy and professional
manner while dealing with people
Matix office should also display our vision/mission statement, logo, quality policy,
core values etc prominently.
Corp com tools
17. c) Internal newsletter d) Corporate Brochure
e) Corporate A/V f) Website
g) PR activities h) CSR activities
i) Mass Media advertising j) Event participation
k) Brand properties like
- Matix Merit Scholarships at institutes like IIRMA ,PUSA etc.
- Annual Agri Conclave in association with some media house.
- Annual corporate quiz
Corp com tools
All MFCL employees, services, communication and premises should create a
distinct identity which reflects professionalism and modernism.
19. Matix Corp – Comm strategy
High decibel launch-
Launch a high velocity corp-comm campaign to take off from the inertia stage.
Establish the corporate brand, and make the industry, consumers and other
stakeholders aware of its legacy, strength and stature.
Align it with the soft launch to create brand credibility for Dr. Fasal.
Corp-comm mix –
- Press campaign
- PR activity
- A/V
- Website
- Corp brochure
20. Matix Corp – Comm strategy
Follow – up with moderate and low cost activities
- CSR
- Employee representation
- Website
- Corp brochure
-Office ambience
- Internal Newsletter
-Occasional PR
24. Creative Rationale
• A three ad press campaign around one of our ‘brand elements’.
• The campaign tries to create an emotional connect with identifiable
imageries.
• The campaign establishes the Corporate philosophy through the
creative route.
• The execution is subtle yet establishes the important messages
strongly and intelligently.
