As many as 16 players vying for the attention of consumers in a market, how can anyone get noticed? Ask Indian telecom service providers and they will tell you how…
Experts suggest that marketers can avoid the clutter trap either by selling a product for what it is, or by bringing a differentiated product to market. And that’s what exactly every single player in the telecom arena is trying to do at present. “The DNA of Airtel stands for relationships that are personal & touch your heart and at the same time connotes nationality,” says Sagar Mahableshwarkar, CCO of Rediffusion DY&R.
While Airtel is trying to make emotional bonding with its customers through its ads, Aditya Birla owned Idea Cellular is talking about socially relevant issues like illiteracy, racism, deforestation, et al. According to Sanjeev Aga, Managing Director, Idea Cellular, “Our endeavour as a brand is to come out with ideas that touch the lives of the people. It’s a different thing that in that process we end up with campaigns that have a social message attached!” Even state-owned BSNL has joined the bandwagon by launching some innovative services. “Besides 3G and Wi-Max we have also ventured into enterprise solutions that not only let us expand our horizon, but eventually gears up our revenue from an added resource,” H. C. Ahluwalia, GM, BSNL tells 4Ps B&M. Then on the extreme end there is Richard Branson’s prodigy – Virgin mobile – that is for the suave youth of the country and is trying to catch their attention through its cheekiness. Certainly, everyone seems to be doing its bit to stand unique among the crowd, but the question still remains: What is that distinct brand personality that these players have actually made for themselves over the years and more so how have they saved themselves from encroaching into each other’s brand territory till now?
On a macro level the only difference that a telecom service operator can really talk about in a large country like India is the network. Though service providers have tried to communicate this in the past (which includes Airtel with India ka atoot network campaign and RCOM with its total network campaign), there is not a big differentiation that they can really offer with regards to the network as each one of them is striving hard to make the most of the limited spectrum available to it. Another important factor in Indian context is the reach, but that aspect also seems to have been already take care of by these players.
Experts suggest that marketers can avoid the clutter trap either by selling a product for what it is, or by bringing a differentiated product to market. And that’s what exactly every single player in the telecom arena is trying to do at present. “The DNA of Airtel stands for relationships that are personal & touch your heart and at the same time connotes nationality,” says Sagar Mahableshwarkar, CCO of Rediffusion DY&R.
While Airtel is trying to make emotional bonding with its customers through its ads, Aditya Birla owned Idea Cellular is talking about socially relevant issues like illiteracy, racism, deforestation, et al. According to Sanjeev Aga, Managing Director, Idea Cellular, “Our endeavour as a brand is to come out with ideas that touch the lives of the people. It’s a different thing that in that process we end up with campaigns that have a social message attached!” Even state-owned BSNL has joined the bandwagon by launching some innovative services. “Besides 3G and Wi-Max we have also ventured into enterprise solutions that not only let us expand our horizon, but eventually gears up our revenue from an added resource,” H. C. Ahluwalia, GM, BSNL tells 4Ps B&M. Then on the extreme end there is Richard Branson’s prodigy – Virgin mobile – that is for the suave youth of the country and is trying to catch their attention through its cheekiness. Certainly, everyone seems to be doing its bit to stand unique among the crowd, but the question still remains: What is that distinct brand personality that these players have actually made for themselves over the years and more so how have they saved themselves from encroaching into each other’s brand territory till now?
On a macro level the only difference that a telecom service operator can really talk about in a large country like India is the network. Though service providers have tried to communicate this in the past (which includes Airtel with India ka atoot network campaign and RCOM with its total network campaign), there is not a big differentiation that they can really offer with regards to the network as each one of them is striving hard to make the most of the limited spectrum available to it. Another important factor in Indian context is the reach, but that aspect also seems to have been already take care of by these players.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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