2019 Assignment 1 - branding Coal PDF

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branding Coal...

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IIMA-2019/ e-SMP Assignment/ Professor Arvind Sahay Please provide a no more than a two page: 1. positioning and branding statement 2. and approach that can be used for promotion of corporate image of Coal India Ltd. The goal of this proposed branding and positioning statement is to improve the image of coal as a fuel and of Coal India as a firm amongst the public, government and corporate leaders from where it is just now. Your response should contain the following Identify current key drivers of brand perception of coal in India and of CIL Use of the brand prism tool to construct possible brand gaps that can use used to construct a brand position  Construct brand position along with the statement that encapsulates the position and the rationale of how it follows from the brand gap and why it will elevate the position.  

Your answer should be no more than two typewritten pages.

Brand Prism – Alignment between Brand Identity & it’s Image [both on Social side – externalities & it’s spirits’ – internal brand spirit/soul] – Alignment in Brand’s desired & conceived identities. Brand Coal in India [Commodity] Perception Positives Drives fuel hungry Power Sector, a typical village/tribal fuel – rustic & vintage feel, Black, highly Combustible yet less inflammable, Cheaper fuel option, natural water filter, fossil hence organic fuel resource, typical smoky aromatic flavor for food cooked on coal, light weight, ease to transport, takes ages to form

Coal India Ltd [Organization] Govt Undertaking, Dominates Indian Energy Sector, Owns abundant reserves, top Railway & shipping lines user, drives mining economy, Substitutes coal imports to significant %,

Negatives

Dirty, Smoky, shapeless, non-attractive, Dusty, unhealthy working conditions, Labor intensive, gruesome deaths, difficult to mine environmental sensitive, comparatively insignificant economy in fast transforming Indian Economies on overall front, Land acquisition issues, inadequate technologies, low plant efficiencies, monopolistic tendencies

Key Drivers Positives

Coal in India [Commodity]

Negatives

Coal India Ltd [Organization]

Fuel hungry Indian Energy Sector, growing usage in allied industries like steel making, cement etc, Technological advances in Advanced Mining techniques, Growing sensitization to nature & mine ecosystem, developing labor reforms, Advances in Transportation mechanisms – esp Railways & Ocean liners Societal usage norms, Pollution norms, Labor Union Policies, Govt Mining Global warming Policies, Environmental policies, mining safety norms, land acquisition norms, labor health norms, Global warming, fuel efficiency, unsecured transportation prone to thefts, growing presence from rebel-outfits in mining area

Surging Organic inclinations & a typical Barbeque culture across urban homes/societies, Back Packing trend, , online availability, Technological advances in domestic water filtering techniques using organic filters.

Brand Prisms [Alignment between Identity & Image] Desired Identity Desired Identity Physique Shapeless, tough-toclaim, takes ages to create, energy resource, once lit – keeps burning for long Relationship Long lasting fire, cheaper & safer fuel option & easy to use, laid down life, fuel Barbeque & back-packing friendly

Personality Original, Organic, full of energy, “Koyla Kaala hein, Chattanon ne pala !..Andar kaala, baahar kaala, par sachhaa hein saala!”…. Zinda !!! “feel alive” sense

Culture tribal/aboriginal/ village, primitive

Coal In India

Reflection Charcoal black, remote, shapeless, dusty, dirty, smoky

Physique Large Organization, World’s 2nd Largest producer & importer as well; multiple locations, Coal dependent Power Sector Relationship Electricity producer, forest & tribal culture caring, yet efficient & profitable

Personality ‘Naturally’ located, Organized, Employment generator, Technology driven, Efficient

Coal India Ltd

Reflection Public Sector, Govt run Orgn, unorganized

Self- Image “what am I to do with coal?” Globe warmer

Conceived Identity

Culture Nature & People caring, Safety first, Systems follower

Self- Image Dark, Dusty, environment shaker, unhealthy atmosphere, Globe warmer

Conceived Identity The Gaps

Desired Identity Full of energy Less costly & safe Original & Organic Environmental friendly

Conceived Identity Lost identity – historical use Unhealthy, & dirty Primitive Globe warmer

Organic, Mystic, Powerful

&

Conceived Identity Public Sector, Lethargic & inefficient Orgn Unclean dependability Old mining methods user Ecosystem destroyer, Gruesome deaths

The Brand Position Power Sector Driver, Nature Protector, Efficient, Tribal & Employee caring The Branding Statement

e

Power-fu l Proudly Aboriginal

Desired Identity Large yet organized efficient Orgn Power Generator Technology user People & Nature caring Safety first

Coal India Ltd ( AGo v t o f I n d i aEn t e r p r i s e )

Driving Power, Sustaining Nature

The Correlation For Domestic users & Backpackers Coal is For Investors & Bulk Users Coal India is Efficient Organic, less Costly fuel option that is chemical & cost effective commercial coal provider, that is free, rustic, gives aromatic flavor to food, sensitive to the needs of the mining ecosystem, because: it’s Original, largely available, deploys latest mining technologies because Govt environment friendly, has long lasting ambers, initiatives like CAMS, UTTAM; technology very light in weight, easy to deploy, very less deployments like GPS/GPRS & Satellite inflammable yet highly combustible hence a Surveillance; e-Auctions & e-Procurements; safer fuel option, hassle free availability, Various forest restoration & dust reduction drives historically proven aromatic properties...