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Brand Audit : Nepal TelecomPresented by,Amit PathakNavin Koirala

Brand IntroductionKnown as Nepal Doorsanchar Company Ltd.Oldest telecommunication service provider in the country.184 location and in all 75 districts.Only Landline service provider in Nepal.Largest corporation of the country.10 Million Users.Mission & VisionVision To remain a dominant player in telecommunication sector in the Country while also extending reliable and cost effective services to all"

Mission "Nepal Telecom as a progressive, customer spirited and consumer responsive Entity is committed to provide nation-wide reliable telecommunication service to serve as an impetus to the social, political and economic development of the Country" ObjectiveMain objective -to prepare brand audit in case format.Objectives have been further broken down as:To understand the history of the brand To determine the current status of the brand by relating to various theoretical concepts To analyse the branding elements and marketing mix activities

Nepal Telecom as a BrandConsidered as a strong Brand in Nepalese Market.Nepal Telecom brand has 45% market share in Nepalese market.Brand associated as highest tax payer.

POP &PODPoint of ParityPoint of Difference Telecommunication IndustryLandline Service providerGSM Service providerADSL service GPRS and 3G Network CDMA service Government OwnershipLargest NetworkBrand PositioningThis positioning statement can be broken down in two elements:Quality ServiceAffordable Price

Brand MantraNepal TelecomEmotional ModifierDescriptive ModifierBrand FunctionEnjoyNationwide, Low priceConnectionCBBE ModelResonanceBehavior Loyalty, Attachment, CommunityFeelingSocial Approval, Excitement, SecurityJudgmentBrand Credibility, Brand QualityPerformanceReliable, Efficient, Low PriceImageryGovernment ownership, oldest Network, caring, wide range of services.Salience Top telecommunication IndustryBrand Element AnalysisName : Nepal TelecomComposed of two words Nepal and Telecom. Brand name means telecommunication firm of Nepal.This brand name falls in Descriptive category of Landor's brand name taxonomy. Describes the function of the brand literally.100% brand awareness.Master Brand LogoConsistency in Brand logo.Namaste a greetings to welcome guestThis symbol means that Nepal Telecom values its customers and welcomes them with respect.Color one of trust, honesty and loyalty.sincere, reserved and quiet, and doesn't like to make a fuss or draw attention.the silent and non aggressive nature of Nepal Telecom.

SloganNepal Telecom has not changed its Slogan over time. Nation's Communication Media ( Rastra ko Sanchar)Dedicated to customer Service Meaning of these two slogan can be operationalized as follows:Nation's ownershipPeople's firmHigh Penetration across the countryQuality Network

URL: ntc.net.np The URLs name and the brand name does not match.The second word "net" does not have any meaning to the general customer.Lengthy url.

Package and DesignSimcard packed in the envelope with same color combination and design.The packaging of Nepal Telecom Sim card assists in following functions:To identify the brandTo convey persuasive and descriptive informationTo facilitate the Sim transportation and protection

Brand AssociationBrand Hierarchy Nepal TelecomMobileLandlineWiFICDMA(SkyPhone)PSTNCDMA GPRSADSL WiMaxPost PaidPrepaidGPRS3G BrandBrandBrand

Aakers Brand Personality Scale

Finding\

Scores high in Sincerity and Competence dimensionHigh on reliability, efficient, dependable.Low score is on sophistication means that people have low value for Nepal Telecom in Glamorous, charismatic, romantic.

Marketing MixProducts & ServicesTelephone service (PSTN) all over the nation.Broadband service with fastest internet,SIM card with excellent GSM & CDMA network.Cable for TV program with channel from all over the world.Telephone service with domestic, STD and ISD calls.Broadband service for the bank to run the ATM machine.Caller id, voice mail, CRBT, mobile internet service, national and international roaming in mobile (GSM) networkThird generation (3G) mobile service in capital city

Price Provides different services to their customer with comparatively in cheaper price than other competitors like NCELL.Provides a NAMESTE GSM mobile simcard for NRS 200(incl VAT) which includes NRS 100 talk Time.Customers can make a call for 0.75 paisa per minutes in same network in case of pre-paid mobile.SMS within Nepal is Re.1 for the same network.The charge for landline is NRS 1 for per 2 minutes call.PlaceCustomer Service office at vaiour place of the cities.Branches all over the nation with each and every facility.Provide the sim card to the business dealer in each and every market area.

PromotionNTC doesnt focus on ATL promotion.Use display board in the main location and other sales agent to reach the customer easilyNT is also been indulging into Green Environment process sponsorship also has become a good means of promotion for Nepal Telecom.special offerings during the festive.

RecommendationNepal Telecom intensively be used rather than using Nepal Doorshanchar Company limited.Nepal Telecom's URLs is ntc.net.np which does not match the brand name Nepal Telecom.Nepal Telecom to have slogan of an enterprise rather than government slogan. Nepal Telecom to have brand name like Enjoy Nationwide connection at low price which include brand strength and brand positioning.Continued..Distinct STP so that other higher brand strategy can be worked out in days ahead.Improve service quality and communicating persistently about the brand association Nepal Telecom wants to have in customers mind.

Thank You !!