But what is the formula to this success? Mr Harit Nagpal, Marketing and New Business Director, Vodafone Essar believes there is a mantra to the brands that succeed in Indian marketplace, which he shared at FMS annual convention, held in New Delhi on December 2.
Said Mr Nagpal, I believe there are four steps to building a great brand in India. First is Presence, then Relevance, then Performance and then Bonding. Brands have to go through these four steps sequentially.
Elaborating each step of his framework, Mr Nagpal said, Presence is all about visibility in the marketplace. A mass brand should be present all over the market. For instance, when I was working on Pepsi, we had a simple test. Anywhere in the city if someone stands on the road and takes a 360 degree view of the place, is the brand Pepsi visible on not. If it isnt there, we have a long way to go.
Talking about Relevance, Mr Nagpal said, Building Relevance is all about owning up either a primary hygiene attribute or a secondary hygiene attributes. Brand should stand for something important to consumers. For instance, in case of Hutch, we said, seamless connectivity is important to mobile phone users. So we said, where ever you go, the network follows. It made the brand relevant to consumers.
On next step of Performance, he said, bands have to meet the expectations that Presence and Relevance generate. Finally, Bonding is all about retention and engagement with consumers.
Cautioning students against just thinking of formula and framework, Mr Nagpal said, Brands building is about strategizing one day, and executing that plan 364 days! Execution is everything.
Mr Nagpal has been instrumental in one of the swiftest and effective brand makeover when Hutch became Vodafone almost overnight in mid September 2007. Vodafone, the worlds leading mobile telecommunication company, completed the acquisition of Hutchison Essar in May 2007 and the company was formally renamed Vodafone Essar in July 2007. The transition is was probably the largest brand change ever undertaken in this country. It touched over 35 million customers, across 400,000 shops and thousands of employees and business associates.
Mr Nagpal was earlier associated with leading brands like Pepsi and Marico and is widely recognized as one of the leading marketers in the country. He is an alumnus of Faculty of Management Studies, Delhi where he completed his MBA in 1985.
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But what is the formula to this success? Mr Harit Nagpal, Marketing and New Business Director, Vodafone Essar believes there is a mantra to the brands that succeed in Indian marketplace, which he shared at FMS annual convention, held in New Delhi on December 2.
Said Mr Nagpal, I believe there are four steps to building a great brand in India. First is Presence, then Relevance, then Performance and then Bonding. Brands have to go through these four steps sequentially.
Elaborating each step of his framework, Mr Nagpal said, Presence is all about visibility in the marketplace. A mass brand should be present all over the market. For instance, when I was working on Pepsi, we had a simple test. Anywhere in the city if someone stands on the road and takes a 360 degree view of the place, is the brand Pepsi visible on not. If it isnt there, we have a long way to go.
Talking about Relevance, Mr Nagpal said, Building Relevance is all about owning up either a primary hygiene attribute or a secondary hygiene attributes. Brand should stand for something important to consumers. For instance, in case of Hutch, we said, seamless connectivity is important to mobile phone users. So we said, where ever you go, the network follows. It made the brand relevant to consumers.
On next step of Performance, he said, bands have to meet the expectations that Presence and Relevance generate. Finally, Bonding is all about retention and engagement with consumers.
Cautioning students against just thinking of formula and framework, Mr Nagpal said, Brands building is about strategizing one day, and executing that plan 364 days! Execution is everything.
Mr Nagpal has been instrumental in one of the swiftest and effective brand makeover when Hutch became Vodafone almost overnight in mid September 2007. Vodafone, the worlds leading mobile telecommunication company, completed the acquisition of Hutchison Essar in May 2007 and the company was formally renamed Vodafone Essar in July 2007. The transition is was probably the largest brand change ever undertaken in this country. It touched over 35 million customers, across 400,000 shops and thousands of employees and business associates.
Mr Nagpal was earlier associated with leading brands like Pepsi and Marico and is widely recognized as one of the leading marketers in the country. He is an alumnus of Faculty of Management Studies, Delhi where he completed his MBA in 1985.
| Check Top MBA Colleges in India by Cities | | |
| Also Read Important Articles on MBA Admission | ||
| Top MBA Colleges in India | MBA Admission | MBA Entrance Exam |
| MBA Placements | MBA Ranking In India | GD Topics |
First Hutch and now Vodafone are brands that have become synonymous with massive visibility and likable advertising, making it one of Indias leading brands.