Internal Branding vs External Branding - Tata Teleservices Ltd.

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Symbiosis Institute of Operations Management

Marketing Management Project Report

INTERNAL BRANDING vs EXTERNAL BRANDING STRATEGIES OF TATA TELESERVICES LTD.

Submitted by Debasmita Acharya (001) Bhupesh Dua (026) Yadwinder Singh (081) Sandeep Soman (103) Mankaran Singh (123)

Branding Strategies at Tata Teleservices Ltd.

Contents
INTRODUCTION .................................................................................................................... 3

OBJECTIVE ............................................................................................................................ 3

BACKGROUND ...................................................................................................................... 3

PROJECT METHODOLOGY ..................................................................................................... 4

LITERATURE REVIEW............................................................................................................. 5

PROJECT FINDINGS ............................................................................................................... 7

CONCLUSION ...................................................................................................................... 11

LEARNINGS ......................................................................................................................... 12

PHOTOGRAPHS:.................................................................................................................. 12

REFERENCES ....................................................................................................................... 13

Page 2

Branding Strategies at Tata Teleservices Ltd.

INTRODUCTION
Corporate branding is the keyword in today’s marketing- and communication world. Like many other concepts, branding also covers different approaches and fields of interest. Creating a strong brand is essential to the success of a business. As a business owner you want your company to be remembered, you want your business name to be the first thing that comes to a customer’s mind when they think of the products and services that you sell. Every day we mentally convert products to the brand that sells them. Hamburgers and Fries = McDonalds. Soft Drink = Coca-Cola. Computers = Microsoft or more recently, Apple. These are all great examples of this process in action. You could say that these brands are household names because they have a monopoly on their competition. But of course, even these companies had to start somewhere. That’s where strong branding comes in. If you can relate your brand to your product in the mind of the consumer, you have a recipe for success. There are two major elements to Brand. How the public sees your business before they become a customer (External branding) and how they view your business as a customer (Internal Branding).

OBJECTIVE
The objective of the project is to study the various branding strategies (External and Internal) adopted by Tata Teleservices Ltd., the various steps taken by the company to portray the required brand image, the different strategies used by Tata Indicom and Docomo and its alignment towards the brand image. This project will also deal with the more neglected side of branding: Internal branding - how the employees of the company brand the company towards the external environment and how this type of branding can be used to image recruitment towards potentially new employees. These very aspects of the branding concept seriously put the network society’s reflexiveness on the agenda.

BACKGROUND
Tata Teleservices Limited spearheads the Tata Group's presence in the telecom sector. The Tata Group includes over 90 companies, over 395,000 employees worldwide and more than 3.5 million shareholders. Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. It has embarked on a growth path since...
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