Brand Audit |

Nepal Telecom
Namaste GSM Service
Group 2:
Avash Man Shrestha | 13520
Kaushal Shrestha |13522
Sichu Gopal Shrestha | 13526

Summary

Background

Product Portfolio

Brand Elements

Conceptual Mapping

Segmentation, Targeting and Positioning

Marketing Mix

POD and POP

CBBE Pyramid

External Environment Analysis

SWOT

Recommendations

Descriptive Statistics

Background

Nepal Doorsanchar Company Limited (NEPAL TELECOM)

Established in 2032 B.S.

State owned telecommunication service provider, 91.50% Govt. share

Mission: Nation-wide reliable telecommunication service

Vision: Dominant player in telecommunication sector

Goal: Cost effective telecommunication services

Mobile Service : 1999 A.D. 2G GSM Service, 2003 A.D.

Major Service provider in Nepalese telecom market.

Product Portfolio
Cellular
NT

PSTN

Internet

CDMA
SKY
GSM
Namaste
ADSL
YI-MAX

Brand Elements

Brand Name:

Logo:

Slogan

NT- Namaste GSM Service

a blue back drop with golden Conch shell Sankha
and hands positioned in the sign of Namaste
transforming to a grid tower in the foreground.
the logo symbolizes communication and greetings.
gives a feeling of patriotism and values
towards development of the country.

Conceptual Mapping
Affordable

Bonding

Dependable

NT

The Mantra:

Affordable and Dependable

service that Bonds Nepalese
Nationality

Leader

Traditional

Segmentation, Targeting and

Positioning

Segments based on Demographics and Psychographics

Income level and feeling of patriotism

Youths with middle level income who prefer affordability.
Middle and old aged people who prefer to have nations own service provider.
Professionals, business people and government officials that reflect NTs integrity,
success and trust

Positioning

Value Segment
Affordable, Dependable and Creating Bonds

Marketing Mix

Product

Assortment of voice, data and text services.

Pricing

Low cost leader

Place

Nation wide GSM network

SIM distribution through central office and branches minimal distribution and
representatives
Recharge cards: online, mass retail outlets, ATM outlets, Pin transfers.

Promotion

Print, Radio, TVC, Point of sales, social medias

Trade fairs, events and sponsorships
Seasonal offers on call rates
CSR initiative to clean Bagmati and Bishnumati river in Kathmandu.

POP and POD

POP

Wide range of consumer base for

mobile service

POD

Cheap International Calling

Roaming facility

Mobile Wifi service e.g. Sajha yatayat,

long route buses

Government owned

Data card facility

MoPS recharge facility

Cost Leadership

User friendly

Prestige in 98510 NTs Postpaid

service

Brand Exploratory

NT CBBE Pyramid

Porters Competitive Forces

Barriers
to entry
High

Threat of
Substitute
Moderate

Industry
rivalry
High

Bargaining
power of
Suppliers
Low

Bargaining
power of
Customers
High

SWOT
Strength

Economies of scale
Cost Advantage
Brand equity
Government holding

Weakness
Poor Network
High overhead cost
Customer care service

Opportunity

Threats

Market Expansion and la

Diversification
Technological advancement

Competition
New entrants
Foreign investment in other private
companies

Recomendation

It is highly recommended that NT improve the quality of service currently

being provided.

NT also needs to improve on its secondary attributes such as customer care,

additional services such as call waiting, missed call notification etc.

Focus on innovation both in product, services and marketing innovation such

that the brand is able to rejuvenate with the current generation.

Creat awareness in terms of new products and services by introducing

promotional activities and advertisements.

Further to maintain its competitive advantage NT needs to enforce its

current strengths that they have as a brand and need to reinforce it.

Descriptive Statistics | NT
Brand Personality (Aakers Brand Personality Rating
Dimensions

Sincerity

Excitement

Competence

Ruggedness

Sophistication

Score

3.6

2.24

3.13

2.98

2.56

Brand Performance
Performance

Quality

Price

Additional services

Additional services

dimension
Score

2.44

3.78

satisfaction
2.56

required
3.04

Competitive analysis
Attributes
NT
Ncell

Value for

Quality

Availability

National

money
3.82
2.28

2.24
3.87

4.18
4.21

Appeal
4
2.5

Descriptive Statistics | NT
Performance Satisfaction Level
Attributes
Primary Feature and attributes

NTs USP
Various categories of product

Performance Satisfaction Level

Average

Product reliability, durability

Good Quality and Coverage

Unsatisfactory

and serviceability
Service effectiveness, efficiency

Customer service

Unsatisfactory

and empathy

Price

Wide range of product with different

pricing

Highly satisfactory

Thank You