Brand Management-Analysis of Energy/ Infrastructure Brands
-
Upload
apurva-mittal -
Category
Marketing
-
view
180 -
download
1
Transcript of Brand Management-Analysis of Energy/ Infrastructure Brands
![Page 1: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/1.jpg)
Brand Management
Submitted by: Apurva Mittal 20141009Indranil Joshi 20141023Rajan Zaveri 20141056Ridhhi Kanetkar 20141057Riya Giri 20141058
Submitted to: Prof. Pramod Paliwal
Analysis of Energy/ Infrastructure Brands
![Page 2: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/2.jpg)
INDIAN OIL
![Page 3: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/3.jpg)
About Indian OIL
It is India’s largest commercial enterprise, ranking 116th on Fortune Global 500 listing. Indian.
![Page 4: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/4.jpg)
• 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
![Page 5: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/5.jpg)
https://www.iocl.com/talktous/adcampaigns.aspx
Catchy
Narration
Business portfolio
Logo
![Page 6: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/6.jpg)
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
![Page 7: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/7.jpg)
![Page 8: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/8.jpg)
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
![Page 9: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/9.jpg)
![Page 10: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/10.jpg)
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)
![Page 11: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/11.jpg)
The Old Ad
![Page 12: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/12.jpg)
• 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.
![Page 13: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/13.jpg)
Brand Elements
• Brand Name: GAIL (Company)• Logo: • URL: http://
www.gailonline.com/final_site/index.html• Character: Shows Responsibility and Care• Slogan: “Tomorrow is Yours.”
![Page 14: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/14.jpg)
![Page 15: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/15.jpg)
• BHEL is an integrated power plant equipment manufacturer and one of the largest engineering and manufacturing company of its kind.
Business:Designengineering manufactureConstructionTestingcommissioning servicing
Industries: PowerTransmission IndustryTransportation Renewable Energy Oil & Gas Defence
![Page 16: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/16.jpg)
![Page 17: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/17.jpg)
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
![Page 18: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/18.jpg)
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
![Page 19: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/19.jpg)
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.
![Page 20: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/20.jpg)
Web-Presence• IOCL: Social Media presencehttps://www.iocl.com/home.aspxhttps://twitter.com/Indianoilcorp
• GAIL: Social Media presencehttp://www.gailonline.com/final_site/index.htmlhttps://twitter.com/gailindia
• BHEL: Social Media presence• http://www.bhel.com/home.php
![Page 21: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/21.jpg)
![Page 22: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/22.jpg)
![Page 23: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/23.jpg)
![Page 24: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/24.jpg)
![Page 25: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/25.jpg)
![Page 26: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/26.jpg)
![Page 27: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/27.jpg)
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 activities2. Latest Technological Trends in the industry3. 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.
![Page 28: Brand Management-Analysis of Energy/ Infrastructure Brands](https://reader031.fdocuments.us/reader031/viewer/2022013006/589e1a961a28ab605b8b577d/html5/thumbnails/28.jpg)