Image Management


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Image Management

  2. 2. We all have one But few work to Project & Protect it
  3. 3. What is an Image ?
  4. 4. An image is a dynamic & profound affirmation of nature, culture & structure.
  5. 5. <ul><li>Corporate image is defined as the perceived sum of the entire organization, its objectives and plans </li></ul><ul><li>The Corporate image comprises all the visual, verbal and behavioural elements that make up the organization </li></ul>
  6. 6. Its ‘walk the talk’ game Image is created by what we do & how we do it
  7. 7. Why managing an Image is so Important?
  8. 8. Importance <ul><li>differentiate itself from competition </li></ul><ul><li>world of deteriorating brand power </li></ul><ul><li>rising perceptions of parity products </li></ul><ul><li>reducing employee & customer loyalty </li></ul><ul><li>to create recognized added- value to the products and services </li></ul><ul><li>to prosper in an increasingly competitive and constantly changing global marketplace </li></ul>
  9. 9. According to the Opinion Research Corporation (ORC)…
  10. 10. 97 percent of the respondents acknowledged that image accounts for a significant measure of the successes and failures of their organizations.
  11. 11. An Image integrates… MISSION VISION STRATEGY Constantly managed Sustained & Supported Thoroughly Planned VISION STRATEGY MISSION .
  12. 12. Relevance of Image Management <ul><li>Focuses on the very heart and soul of the </li></ul><ul><li>organization, to the extent of evaluating </li></ul><ul><li>& determining organization's key purposes. It represents </li></ul><ul><li>highest levels of functional control of the organization </li></ul>MARKETING MANAGEMENT <ul><li>The ultimate battleground for winning and maintaining customer relationships now takes place in the minds, hearts, emotions and perceptions of the customers. </li></ul>
  13. 13. Image Audiences
  14. 14. Image Audience P E R C E P T I O N Suppliers Media <ul><ul><li>Customers </li></ul></ul>Shareholders Employees Community Corporate Image
  15. 15. Image Portrayal accurately reflect level of the organisation's commitment to quality, excellence and relationships with its various constituents encompasses company's products, services, management style, communications activities & actions around the world the perceived sum of the entire organization, objectives and plans CLEAR CONCISE CONCRETE For the target audience
  16. 16. Benefits of a Strong Image <ul><li>A complete awareness among managers of the firm's long-range goals </li></ul><ul><li>More clearly defined corporate objectives and direction </li></ul><ul><li>Improved insights into competitive positions and market conditions </li></ul><ul><li>Improved internal and external communications </li></ul><ul><li>A positive accounting to customers of the firm's position in the industry and the marketplace </li></ul><ul><li>Improved understanding of the organization within the financial community </li></ul><ul><li>Better understanding of the company, its objectives and its direction by employees, suppliers, directors, and the media </li></ul>
  17. 17. Influences on Image <ul><li>The product </li></ul><ul><li>Consistent high quality from people like Hewlett Packard, Compaq, IBM, Tektronix, and others has positioned these companies above their competition. </li></ul><ul><li>Service </li></ul><ul><li>IBM may not have the most advanced products, but no one questions the level of service they provide. </li></ul><ul><li>Finance </li></ul><ul><li>Microsoft, IBM, Compaq, Apple, DEC, HP and others is a strong factor in purchasing decisions and affects the future successes of those firms. </li></ul>
  18. 18. Influences on Image <ul><li>Employees </li></ul><ul><li>Happy, productive employees are a powerful market influence </li></ul><ul><li>Sense of Citizenship </li></ul><ul><li>HP, Intel, National Semiconductor and other industry leaders have become more vocal and more visible in taking strong positions regarding technology drain, technology transfer and international sales. </li></ul><ul><li>Acquisition Policy </li></ul><ul><li>The ability to assimilate new acquisitions into existing corporate structures is also important, as Gould and Xerox have realized. </li></ul>
  19. 19. So the mantra is…
  20. 20. Stand up with a happy, healthy face That reflects honesty, integrity, reliability & credibility
  21. 21. And as they say…
  22. 22. “ Watch your thoughts; they become words. Watch your words; they become actions. Watch your actions; they become habits. Watch your habits; they become character. Watch your character; it becomes your destiny.”
  23. 23. The Case Study
  24. 25. Bharti Airtel <ul><li>Largest Private Integrated Telecom Company in India </li></ul><ul><li>3 rd Largest Wireless Operator in the World </li></ul><ul><li>Largest & Fastest Growing Wireless Operator in India </li></ul><ul><li>Largest Telecom Company listed on Indian Stock Exchange </li></ul>GROUP 7
  25. 26. Product Offerings Broadband DTH services Mobility VAS Corporate services Brand Airtel
  26. 27. Core values 1 2 3 Performance Dynamism Leadership
  27. 28. Airtel – Strategy <ul><li>MANTRA : Focus on Core Competencies and Outsource the rest! </li></ul>
  28. 29. Vision 2010 Targeted by top talent Loved by more customers Benchmarked by more businesses . By 2010 Airtel will be the most admired brand in India
  29. 30. Performance till date <ul><li>Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened in 1995. </li></ul><ul><li>It has managed to hold on to its leadership position inspite of the presence of other players with deep pockets – Ambani’s, Tata’s, Birla’s and Vodafone. </li></ul><ul><li>Has coped well with regulatory changes. </li></ul><ul><li>Continues to attract and delight customers. </li></ul>
  30. 31. Segmentation <ul><li>Basic segmentation is done on the basis of regulatory norms – telecom circles </li></ul><ul><li>The state is further divided into three category on the basis of geography - class A, class B, class C </li></ul>
  31. 32. Targeting <ul><li>Every one is a target: </li></ul><ul><li>Elite </li></ul><ul><li>Up market professionals </li></ul><ul><li>Corporates </li></ul><ul><li>Low income mass category </li></ul><ul><li>Youth </li></ul><ul><li>Women and senior citizens </li></ul>
  32. 33. Positioning <ul><li>Starting with “ Power to keep in touch ” – to convey the power of instant communication </li></ul><ul><li>Positioned for premium category elite class of society </li></ul><ul><li>Perception of aspirational & lifestyle brand </li></ul><ul><li>Brand that always connotes leadership </li></ul><ul><li>Sponsored games like Golf </li></ul>
  33. 34. Repositioning <ul><li>Then “ Touch Tomorrow ” came at a time when indian telecom sector was witnessing the entry of more players </li></ul><ul><li>Need to capture mass market </li></ul><ul><li>Urge to talk to a wider audience </li></ul><ul><li>New Airtel logo </li></ul><ul><li>Emphasis on core values </li></ul><ul><ul><ul><li>leadership </li></ul></ul></ul><ul><ul><ul><li>dynamism </li></ul></ul></ul><ul><ul><ul><li>performance </li></ul></ul></ul>
  34. 35. Repositioning <ul><li>Then came “ Live every moment ” – to capture the imagination of the customers </li></ul><ul><li>Brand ambasadors- </li></ul><ul><ul><li>Sachin Tendulkar </li></ul></ul><ul><ul><li>Shahrukh Khan </li></ul></ul><ul><ul><li>Kareena kapoor </li></ul></ul><ul><li>To evoke emotions & reactions among indian consumers, which one will experience in a lifetime </li></ul>
  35. 36. Repositioning <ul><li>In 2003, Airtel repositioned its brand with “Express yourself” campaign </li></ul><ul><li>Changed its logo to give more energetic and younger look </li></ul><ul><li>Highlight capability of Airtel’s performance and network coverage </li></ul><ul><li>Launched in regional </li></ul><ul><li>language </li></ul>
  36. 37.
  37. 38. Airtel Share
  38. 39. Communicating via tag lines <ul><li>Power to keep in touch(1995) </li></ul><ul><li>Touch tomorrow(1999) </li></ul><ul><li>Live every moment(2002) </li></ul><ul><li>Express yourself(2003) </li></ul>
  39. 40. Image Communication Strategy Barriers break when people talk
  40. 41.
  41. 42.
  42. 43. Highly acclaimed campaigns like <ul><li>Leadership campaign </li></ul><ul><li>Jai Hind campaign </li></ul><ul><li>Quality Time campaign </li></ul><ul><li>Magic dalo </li></ul><ul><li>Magic hai to mumkin hai </li></ul><ul><li>Atoot bandhan, atoot network </li></ul><ul><li>Join the dots </li></ul>
  43. 44. Airtel ambassadors over the years
  44. 45.
  45. 46. For Corporates <ul><li>Mobile services </li></ul><ul><li>Voice services </li></ul><ul><li>Satellite services </li></ul><ul><li>Managed data & </li></ul><ul><li>internet services </li></ul><ul><li>Manage e-business </li></ul><ul><li>services </li></ul><ul><li>Manage customized </li></ul><ul><li>integrated solutions </li></ul>
  46. 47. Youtopia <ul><li>Special tariff plan for youth- Youtopia </li></ul><ul><li>Reduced tariffs, access to cell phones </li></ul><ul><li>14-19 years of age </li></ul><ul><li>Expand customer base (limited to the </li></ul><ul><li>older age groups till now) </li></ul><ul><li>Deviation from earlier positioning for </li></ul><ul><li>older people symbolizing dignity and </li></ul><ul><li>power </li></ul>
  47. 48. Rural Strategies <ul><li>Covers over 4,00,000 villages and hopes to expand to other 1,00,000 by 2009 </li></ul>
  48. 49. Airtel IFFCO launch <ul><li>Airtel unveiled the “Grameen Mobile Puratchi” campaign for the rural india </li></ul><ul><li>The scheme is for 45 lakh society members of IKSCL( IFFCO KISAN SANCHAR COOPERATIVE LIMITED) </li></ul><ul><li>Provides free Vas on – mandi prices, farming techniques, weather forcasts, dairy farming, animal husbndry, rural health initiatives </li></ul>
  49. 50. First Mover Advantage
  50. 51. Publicity & Events <ul><li>Sponsored events </li></ul><ul><li>Delhi half marathon </li></ul><ul><li>Delhi golf tournament </li></ul><ul><li>Border- Gavaskar trophy </li></ul><ul><li>Indian fantasy league </li></ul><ul><li>Sponsored TV shows </li></ul><ul><li>Big Boss </li></ul><ul><li>KBC </li></ul><ul><li>Indian Idol </li></ul><ul><li>Bol Baby Bol </li></ul>
  51. 52.
  52. 53. Something for Everyone <ul><li>“ Friendz” pre-paid plan </li></ul><ul><li>“ Ladies special” plan </li></ul><ul><li>“ Senior citizen” plan </li></ul><ul><li>“ Family celebration” plan </li></ul>
  53. 54. Promotions through Health campaigns <ul><li>Airtel & WockHardt hospitals together launched a ‘ good health campaign’ to mark world health day, comprising health check ups at 75% discount </li></ul><ul><li>Many promotional campaigns for post paid customers offering heavy discounts available all around the year </li></ul>
  54. 55. Public relations <ul><li>Unifies its brand under the flagship brand of Airtel </li></ul><ul><li>New brand strategy to enhance simplicity, convenience & value to customers </li></ul><ul><li>Strengthen CSR values of Airtel </li></ul>
  55. 56. CSR initiatives by Airtel <ul><li>To be responsive to the needs of customers </li></ul><ul><li>To continuously improve services </li></ul><ul><li>To be transparent & sensitive </li></ul><ul><li>in the dealings with </li></ul><ul><li>all the stakeholders </li></ul><ul><li>To trust & respect their </li></ul><ul><li>employees </li></ul>
  56. 57. CSR initiatives by Airtel <ul><li>Airtel Aashiana for the underprivileged children at the Mohali office of Airtel </li></ul><ul><li>Tie up with an NGO to distribute daily surplus food to needy children </li></ul><ul><li>Airtel experience centre for visually impaired people & for the deprived sections of the society </li></ul>
  57. 58. CSR Initiatives <ul><li>In J&K has distributed free medicines, clothes & other utility items to “Missionaries of charity home for destitute” </li></ul><ul><li>A tree plantation drive was carried out in various circles where free tee samplings were planted </li></ul><ul><li>Airtel is in the process of setting up of 1000 Satya Bharti Schools to deliver education to underprivileged children in deep rural pockets of India </li></ul>
  58. 59. Thank you & Express yourself By: Sunita Sharma MAMM II