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BRANDING
The emergence of New
Media in Branding
Why choose new media over good,
old advertising?
Changes in the Media and
Communication Industry:
Wide variety of products and services-consumer
spoilt for choice
Advances in technology-innovative products and
methods
Media proliferation
Consumers clued in to the latest trends-demand
and expect more from a brand
Market clutter-both in choices of products and
channels for promotion
Cutting through the clutter:
Consumers filter out advertising messages
which do not interest them
Marketers need innovative ways to attract
potential customers
Advertising alone not enough to grab
eyeballs
Need for unique ways of promoting your
product to get attention and hold it too.
The IMC Approach:
Integrated Marketing Communication
(IMC)-Using multiple media to reach target
audiences
Coordination and integration of all
marketing communication tools and
sources into a seamless program
Maximizes the impact on consumers and
brings strength to the brand
Tools of IMC-New Media and
branding:
Apart from conventional means like print
and broadcast, emerging alternatives,
termed new media- internet, events and
mobile phones
Excellent means of branding due to:
Sheer impact
Usability
Amount of scope for innovation
Events
Why are they popular?
How are they different?
Rising popularity of Events:
Events by corporates, business houses and
governments on the rise
Huge budgets allocated for the same in
advertising and marketing plans of the firm.
Rise in the number of specialized event
management companies across the globe
Demand for professionals in the field
Why Events?
The need for shift from Create emotion-fun,
one-way to two-way amazement; thus an
communication intimate form of branding
Source: http://www.dubaishoppingfestival.com/dsf/dsf-growth.htm
The Impact in Figures:
Cost per Year:
The average cost in the first festival cycle at 1996 was
DHS 2.5 Billion and DHS 2.79 at 1997.
At the third cycle in 1998, the cost was DHS 3.81 Billion,
and in 1999 the cost close at DHS 4.15 billion.
While at 2000 the cost surge to DHS 4.31.
At the last three years, the average cost ranges between
4.50 at 2001, 4.60 at 2002, 5.12 at 2003DSF 2005 had
3.3 million visitors with six per cent increase while
spending crossed Dh6.67 billion mark registering a 15 per
cent increase, says an independent study.
The Impact in Figures:
Source: http://www.dubaishoppingfestival.com/dsf/dsf-growth.htm
The Impact in Figures:
DSF 2005 has registered a total visitor participation of a
record 3.3 million people and an overall expenditure of
6.67 billion registering an increase of six per cent and 15
per cent respectively.
Ten long years and the popularity of the Dubai Shopping
Festival has been rising sky high.
The latest figures coming out of an independent study
commissioned by the DSF office is a clear indication that
the Dubai Shopping Festival, which is a brand icon in its
own right, is truly a world-class event which is fast
growing with every passing year.
Conclusion:
The study shows that the success of the DSF has been
growing because it was recently revamped as a family and
entertainment experience rather than a purely shopping
fiesta.
Whilst shopping remained the main focal theme of DSF, the
family experience complemented the shopping aspects.
The above case study makes the impact of the event clear.
Holding this event has not only improved the tourism
potential of the country, but also increased visibility and built
the Dubai brand for the world to see.
Cellular Network
The Event(s):
Idea cellular is one of the major cellular
network service providers in the country.
Their aim, through strategic media planning
and buying, is to create year round impact.
The main communication medium for the
Idea brand is televised events, through
which they seek strategic Idea brand
coverage in various formats.
The Event(s):
The main branding is done by sponsorship of
televised or live events
Idea organizes and sponsors a number of events,
of all kinds and magnitude
Their main branding is through sponsorship of
events, or holding events
Other media are mainly used to reinforce the
image that has been created by the events.
The Event(s):
Some of the most popular events that Idea has held or
sponsored are:
Idea Brand Equity Quiz:
Idea has tied up with the Largest Brand Property in the
Corporate Segment in India i.e. The Brand Equity Quiz. As a
special Innovation, Idea shall be hosting the Idea Brand Equity
Quiz on Mobile soon.
This is thus not only a means of branding, but also a means of
revenue generation through SMS quizzes and contests.
Idea Sa Re Ga Ma:
Idea recently launched Idea Sa Re Ga Ma on Zee Marathi. Its
a show which has popular actors from Marathi films, stage &
television actors performing and eyeing for the title.
The Event(s):
Idea Life Ban Jaaye:
A show on celebrities on Sony Entertainment Television.
Its a show which is not only a countdown show of the
top films and movies but also involves celebrities chat.
In every show you will also have a call -in on an Idea
number, where you can speak to your favorite star on
the set.
Another example of brand building alongside revenue
generation.
The IIFA (International Indian Film Academy) awards at
Dubai, held in 2007, were another grand event that was
sponsored by Idea. Because of the nature of the event,
it brought the brand a lot of visibility.
The Event(s):
The Second Annual IDEA ROCKS INDIA '06 concert
with Sunidhi Chauhan in 25 Cities: "IDEA ROCKS INDIA
is an annual calendar event created by Idea Cellular
with the intent to engage each and every one of our
customers on a platform that celebrates Bollywood and
Music.
Youthful in perspective, IDEA ROCKS INDIA delivers
well on the Value Added Services and Below the Line
platforms creating excitement wherever the tour travels.
These are just some of the events in the previous year.
IDEA has a strategy through which it sponsors and
organizes a number of events throughout the year
The Impact:
All these events have been huge success, and
there is no denying that.
We all remember Sa Re Ga Ma as Idea Sa Re Ga
Ma. And the event Idea Rocks India is a great
brand property that Idea has created.
All of these events have increased visibility, sales
and the brand value of the brand Idea.
They have helped it to differentiate itself in the
cluttered and competitive market.
The Impact in Figures:
Idea Cellular continues to be among Indias fastest growing
cellular service companies, with its revenues rising by 83
percent to touch Rs 1,100 crore in FY 200203, from Rs 600
crore in the previous year.
Its subscriber base grew by 58 percent to touch 1,280,441
from 808,676 in FY 200102.
The biggest contribution came from the lucrative Delhi circle,
which added 132,417 subscribers to Ideas kitty.
The growth was also fuelled by the deployment of new
services like GPRS. After that it has grown even further,
though the latest figures are not available.
The Impact in Figures:
Another feather in the IDEA cap is the GSM
Association Award for Bill Flash, it won recently.
This international award makes Idea the first
Indian cellular operator to win an award on this
prestigious platform.
According to the Brand Track Index Study (which
is a marketing consultant engaged by Idea to
evaluate their brand ) the brand is perceived as
reliable/trustworthy and one that offers cheaper
and good promotional offers.
Conclusion:
IDEA, through the various events it
organizes throughout the year,
accomplishes several aims:
The events aid brand recall
They have boosted sales
They have resulted in great visibility for the brand
Events are the New Media:
From the above discussions, its clear that events
are a great new means of branding your product.
They are an excellent means of communicating
with your customer and connecting with them at a
more intimate level.
There are a variety of events that provide a great
scope for brand building, repositioning or
launching in a new market.
Careful selection and execution of events helps
in building great brands.