Corporate Identity for a Defence Consultant

Corporate Identity

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

AVARAKSH- Defence Consultants

AVARAKSH Logo Design

LOGO LOGIC FOR AVARAKSH

ABOUT THE COMPANY:

Avaraksh (Hypothetical) is an international aerospace and defence consultancy firm that works with business and governments worldwide .It is based out of New Delhi and has various experts who are specialists in different sectors of defence on its panel of consultants.

Defence is opening up for procurement; India is the largest market for procurement of defence equipment because all of the equipment is mostly imported to India. Billions of dollars are being invested in India especially with the make in India campaign at its rise.

This company will primarily consult two types of stakeholders:

1.       The International companies that wish to invest in India:

These companies are technologically advanced but have no idea of the procedures of manufacturing defence equipment in India AVARAKSH will help them to:

• Network in the defence sector
• Share information of government policies in India with these foreign investors
• Prototype evaluation and acceptance
• Custom Facilitation- clearances for the export of the equipment
• Interaction with the Ministry of Home Affairs
• Facilitate the Foreign Direct Investment for the foreign companies in India which is currently at 49%

Proposed Target Foreign Companies:  BAE, Augusta Westland, Airbus, Boeing, Euro-Copter, Mitsubishi (Companies are for America, Russia, Germany, Israel etc.)

2.       The Indian companies that know how the procurement procedure but want the technical know-how of the equipment that comes from abroad:\

• Facilitate FDI by the foreign companies in India
• Facilitate the formation of Joint Ventures in India example: Sirosky and Tata Advanced Systems Limited.

Proposed Target Companies in India Mahindra Defence, Shubros defence, Sun group, Larsen and Turbo, ROLTA, Bharat Forge, Reliance new ventures

AVARAKSH provides personalized consultancy services in the defence and aerospace sector. It is the only defence consultancy that provides an unconventional and technologically innovative strategy.

NAME LOGIC:

The name AVARAKSH is derived from the Latin term “AVA” which means consultant and “RAKSH” which means protection in Hindi. Also “RAKSH” is synonymous with the “RAKSHA MANTRALAY” or Ministry of Defence.

LOGO LOGIC:

This logo represents the trinity of the three armed forces; air force, army and navy encompassed within the globe. It is for an international defence consultancy firm. The top portion is a fighter navy ship; the bottom left is a fighter plane of the air-force and the bottom right, a tank of the army. All of these three are made by using empty spaces in the blue background.

The blue colour will represent the entire earth as seen from outer-space and it is the colour of the air-force(colour of air) as well as the navy (colour of water).The logo is in sync with the personality of the brand as it is new, unconventional and different from the traditional monotonous defence logos. 

Logo Design Credits: Rohit Kumar Jakhu

Ikea launch in India - A proposed PR Strategy

IKEA LAUNCH PR STRATEGY

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

Major players in the furniture market in India:

            1. Godrej Interio furniture2. USHA Lexus furniture3. Millennium Lifestyle4. Fetherlite furnishings5. Zuari furniture6. Durian furniture7. Damro furniture8. WIPRO furniture9. Nilkamal furniture10 Dynasty Furniture11. EVOK12. Pepperfry furniture is the digital competition.

IKEA an Awesomely Crazy Brand- A few things done by them in the past

•The 2015 catalog experience-The parody on the launch of iPhone 6

•The IKEA time travel experiments

•The Instagram catalog website

•The social media catalog campaign

•IKEA klippbok – an iPad scrap book

•The 2013 Interactive application catalogue

•Ikea's biggest banner advertisement

•Multi-vie interactive kitchen stories

•The Facebook fan sleep over

•Catch the Swedish light campaign

•The world most liked showroom campaign

•Happy to bed- The YouTube social experience

•Ikea's 365 commercial campaign

•“Cheers” social celebration application

THE IKEA "MEINE KIYA" LAUNCH:

•The campaign resonates with the philosophy of the brand-ready to assemble furniture

•Former Norwegian prime minister Kjell Magne had criticized IKEA for not depicting women assembling furniture in its instruction booklets

•A marketing opportunity was seen in this

•What if ikea is promoted a brand depicting women empowerment?

•Rational for this:

q India is at it’s boiling point when it comes to women empowerment

q Breaking the cliché of furniture assembly being a man’s job

q Women are the influencers and purchasers when it come to furniture

q They would prefer a brand that supports the cause of women            empowerment

q During the course of the strategy women will act as brand advocates for IKEA

q India being a majorly lazy country, the #ikea-meinekiya campaign will help the           consumers understand what the process of ready to assemble furniture is    

q After the launch the strategy will be promoted for every body not only women in particular with the same connotation "ikea meine kiya" 

•Subsequently if this campaign was taken forward with the same connotation it can actually help it major stakeholders that is local suppliers -  Self-Help groups for local supplying can be formed and "ikea meine kiya" can be taken forward

•The guarantee by these SHGs of "meine kiya" is taken taken forward to prove the superior quality of ikea furniture

Brand Identity Prism for Axe for Men

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

Brand Identity Prism for AXE FOR MEN:

A Step By Step Guide to Understand how the BRAND IDENTITY PRISM WORKS:

Step 1:Understand the Essence of the Brand.Everything of the prism points back to the Essence of the brand, this is the core value of the brand

Step 2:Start moving Clockwise from the Physique. This answers the question: What is the first thing that comes to your mind when you think of the Brand?

Step 3: Move to the Personality of the brand. This answers the question: Is the brand was a person how he be?(Describe the person as you would if he was standing in front of you)

Step 4: Move to the Culture of the brand. Ask yourself and your research this question: What is the culture,values of the brand? (What does his brand stand for?)

Step 5: The next step is Self-Image. This answers the question: When I use the product, What do i feel about myself?(this answers the question why the consumer uses the brand ? if he does so)

Step 6: Here begins the externalization; by this I mean external factors that affect the brand. This Reflection  part answers the question: When I use the product, what do I want others to feel about myself?(Its a complex but a very fun question)

Note: Do not get confused between Step 5 and Step 6. They are tricky but answer a  lot of unasked questions.

Step 7:Relationship:This is the Key and most important step.If you find this out for your brand your entire Communication Strategy can be based around this.Think of all the persons you know. One of them might be the brand.

Brand Identty Prism for Axe for Men

If you want to know more on how the prism works read KAPFERER; the guy who invented it.

All my prisms are dedicated to Ramesh Tahiliani.

Understanding CSR of Pepsico India

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

An in-depth primary and secondary research on Pepsico revealed the CSR activities and the

guidelines followed by the company:

1. Care for customers, consumers are the world we live in

2. Sell only products we can be proud of

3. Speak with truth and candor

4. Balance the short term and long term

5. Win with diversity and inclusion

6. Respect and succeed together

The various CSR activities undertaken by Pepsico are as follows:

1. Water Conservation- replenish the world’s most precious asset - Water

a). Zero Water Discharge: It has adopted processes to treat process water before returning it to non-potable water uses. Water is thus being reused reducing  any discharge

b). Community Watershed Management Programs: Pepsi Co India partnered with The Energy and Resources Institute (TERI) to rejuvenate local water bodies. Villages in Neelamangala,Karnataka and around Dehradun and Mukteswar in Uttaranchal and currently recharges 300 million liters of water every year.

c). Rain Water Harvesting: Common in all Indian Pepsi Co plants, this enables maintaining and strengthening water reserves in the surrounding areas like Jainpur, Bazpur, Bharuch, Palakkad, Panipat and Neelamangala .

2. Solid Waste Management- A separate program to treat the solid waste in the most suitable and eco-friendly way through the  Exnora Waste to Wealth program.The company’s partnership with the NGO, Exnora continues to provide clean environment to more than than 450000 people across Pammal, Chennai, Nagapattinam, Tenkasi and Cuddalore in Tamil Nadu, Sangareddy in Andhra Pradesh and Panipat, Haryana

3. Agricultural Development- Working for the farmers with the farmers, Pepsi Co’s partnership with farmers, the high seed quality program and the citrus project were undertaken by Pepsico to:

a). Help farmers improve yield and income

b). Introduce new high yielding varieties of Potato, Oats, Citrus and others

c). Introduce sustainable farming methods and contract farming

d). Work closely with farmers and state governments to improve agricultural sustainability, crop diversification and enhance farmer incomes.

e). Facilitate FINANCIAL and insurance services so as to de-risk farming.

4. Health and Lifestyle- It contributes towards teaching the young children about the sensible eating habits by launching the Get Active & a Good Nutrition and Active Lifestyle Program for Children. The objectives of which were as follows:

a). To raise awareness on the importance of balanced nutrition and regular physical activity for a HEALTHY lifestyle among school children

b). Starting with a Breakfast Makes Me Smart module in 2008 emphasized the importance of HEALTHY breakfast and the My Pyramid module of 2009 laid stress on learning nutrition through active engagement

c). This initiative made many young children opt for healthier breakfast options, PepsiCo through this also promoted their Quaker Oats

5. Other initiatives include the collaboration with the Indian Labour organisation to fight against Aids. The Akshay Parta partnership to support the mid-day meal and the employee volunteer programme run by the Saalam Balak trust

6. Pepsico also organised the 6th Business Responsibility Summit 2014 Themed: “Business as Partners in India's Development”

7. Pepsico is also known to run Human and environment sustainability programs such as:

a). Quality of Food- The company is dedicated towards making the best quality food which obeys the ISO regulations laid down by the Government.

b). Genetically Modified Foods- The company’s Food Safety and Regulatory Affairs Department along with other suppliers ensure that proper Government seal has been applied to the GMOs

c).  Packaging- The foods are packaged in the most appropriate manner keeping in mind all the dos and don’ts laid down by the Government

d). Marketing- Pepsi-co is helping the Government in creating awareness about some basic issues like sensible eating habits while promoting its foods and beverages, trying to keep the young children aloof from them

e). Sustainable Agricultural Policy- Pepsi-co has developed and published Global Sustainable Agricultural Policy which entails regulations on water savings, waste reuse, soil protection and chemical use.

f). Sustainable Packaging Council- It is a multidisciplinary team team, comprising of members from R&D, Innovation, Procurement, Sales & Marketing and Public Policy groups.  They develop strategies for proper and responsible disposal

In conclusion CSR analysis of the competition of Pepsico was also conducted and it was concluded that today Companies practicing Corporate Social Responsibility need not be altruistic to be effective. The companies like PepsiCo and Coca-Cola invest in projects like water treatment facilities and a zero waste footprint for their products because it helps them reduce their resource use, which in turn helps them become sustainable and achieve higher profits The firm of the future is expected to have undergone significant transformation such that CSR no longer becomes managed as a separate deliverable, but is part of the experience of being an employee in an organization that lives its values.

Starbucks

Brand Definition of Starbucks:

Starbucks is a high end international coffee brand for the affluent ones, which is dedicated to providing an experience through a delightful ambience and a palatable but overpriced menu. It is struggling to strike a chord with the Indian consumer due to lack of coffee drinking culture and an elusive hyped image.

Marketing objectives:                                     

Redefine the positioning and image of Starbucks by focusing on the services thereby increasing the TOMA in the premium international coffee segment in India while sustaining the aspirational image of the brand.

Role of Advertising:

To make the consumer believe in his mind that Starbucks is the only value for money premium coffee brand and make it an ‘escapade’ for the affluent customer

Competition:

Micro Competitors:

CCD: It is positioned as the cheap Indian coffee hangout suited for the young economical pallet

Barista: It is positioned as the international coffee brand that is classy and has lost its charm

The Coffee Bean and Tea Leaf: it is positioned as an outlet that targets both  coffee and tea drinkers

Costa Coffee: The international premium quality coffee brand that is reliable and mature

Macro Competitors

Mc Donalds: The quick service restaurant that suits the immediate need for a coffee on the go

Dunkin Donuts: Positioned as the all-day hang out café for the urban young

Target Consumer:

The target audience are status conscious and socially active individuals who want the best in what they pay for and look forward to feel special. They always wish to associate with something that makes them feel important, they look for the coffee drinking experience that they can work and socialize in.

Current positioning of Starbucks:

Starbucks is the aspirational premium coffee brand, the hyped and slightly over-priced multinational coffee brand for the Indian market.

Proposed positioning:

To become the premium performance oriented aspirational coffee brand which fulfills expectations of an international coffee brand, thereby becoming the classy foreigner who satisfies the target consumers

The Button for the communication strategy:

Starbucks makes you experience a surreal escapade each time you visit

Key Supports for the button:

The consumer can experience an escape into the delectable aroma of Robusta coffee beans creating an irresistible craving for the same. After becoming the performance oriented brand the current coffee drinking experience more memorable at Starbucks. More comfortable seats will be provided so that the consumer stays for a longer duration of time. The consumer will then fall in love with this foreigner that he currently has a fling with.