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    PBM Case - Sunday Communications

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    Mahesh Sundar N
    Sunday Communications was able to create brand awareness for its telecom services through innovative marketing despite indistinguishable products and lack of uniqueness. It focused on brand building over market share due to limited funds. Sunday targeted younger, price-sensitive consumers and established its brand image as bold and innovative by connecting consumers to local trends through creative ads and promotions. However, sustaining brand recall became challenging as the mobile market became saturated. While Sunday's brand strategy was initially successful, its declining ad spending from 2000 onward hurt its ability to maintain visibility among its target demographic. Recommendations included leveraging parent company resources, adopting new integrated marketing, strengthening local content, and positioning as the best local connection provider while keeping its young brand image.

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    PBM Case - Sunday Communications

    Uploaded by

    Mahesh Sundar N
    100 views2 pages
    Sunday Communications was able to create brand awareness for its telecom services through innovative marketing despite indistinguishable products and lack of uniqueness. It focused on brand building over market share due to limited funds. Sunday targeted younger, price-sensitive consumers and established its brand image as bold and innovative by connecting consumers to local trends through creative ads and promotions. However, sustaining brand recall became challenging as the mobile market became saturated. While Sunday's brand strategy was initially successful, its declining ad spending from 2000 onward hurt its ability to maintain visibility among its target demographic. Recommendations included leveraging parent company resources, adopting new integrated marketing, strengthening local content, and positioning as the best local connection provider while keeping its young brand image.

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    Brand Case study on Sunday Communications

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    Sunday Communications was able to create brand awareness for its telecom services through innovative marketing despite indistinguishable products and lack of uniqueness. It focused on brand building over market share due to limited funds. Sunday targeted younger, price-sensitive consumers and established its brand image as bold and innovative by connecting consumers to local trends through creative ads and promotions. However, sustaining brand recall became challenging as the mobile market became saturated. While Sunday's brand strategy was initially successful, its declining ad spending from 2000 onward hurt its ability to maintain visibility among its target demographic. Recommendations included leveraging parent company resources, adopting new integrated marketing, strengthening local content, and positioning as the best local connection provider while keeping its young brand image.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    100 views2 pages

    PBM Case - Sunday Communications

    Uploaded by

    Mahesh Sundar N
    Sunday Communications was able to create brand awareness for its telecom services through innovative marketing despite indistinguishable products and lack of uniqueness. It focused on brand building over market share due to limited funds. Sunday targeted younger, price-sensitive consumers and established its brand image as bold and innovative by connecting consumers to local trends through creative ads and promotions. However, sustaining brand recall became challenging as the mobile market became saturated. While Sunday's brand strategy was initially successful, its declining ad spending from 2000 onward hurt its ability to maintain visibility among its target demographic. Recommendations included leveraging parent company resources, adopting new integrated marketing, strengthening local content, and positioning as the best local connection provider while keeping its young brand image.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    INDIAN INSTITUTE OF MANAGEMENT – TIRUCHIRAPALLI

    Case Submission : Product & Brand Management

    Creative Advertising – Sunday Communications Ltd Mahesh Sundar N(1803017)

    Decision Points

    In an Industry like telecommunication, where the product offered is common and services virtually
    indistinguishable and lacks rarity, Sunday Communications were able to create a faster brand
    awareness through innovative marketing communication. Due to its limited financial strength, Sunday
    focussed primarily on Brand building and not on taking the numerano position in the market. The
    major Target Group for Sunday were the younger and more price sensitive consumer. Sunday was
    successful in creating an image of a bold and innovative telecom service provider by providing the
    consumers a connect with the local trends & events, joint promotions and creative advertising. The
    covenant for the brand was “ Young, Unique & Value for money”. By offering consumers a connect
    with local trends and competitive pricing with good bundling options, Sunday was able to initially
    establish reason to believe in their brand. By breaking the sterotype of cautious corporate campaigns,
    Sunday was able to bring in Unqiueness to their brand promotion strategy.
    Issues
    In a country where the mobile penetration has reached 120%, sustaining brand recall is quite
    challenging. The product offerings & services does not enjoy rarity and gets copied very quickly.
    Similarly the uniqueness in brand communication also gets diluted with more companies (not
    necessarily from same industry) deploying similar communication pattern. To continue enjoying the
    brand visibility, Sunday had to continue investing in advertisements. This is because the target group
    of Sunday were Young and price sensitive consumers who never shied of trying new things.
    Alternatives/Recommendations
    Exibit 2 shows the declining ad spend of Sunday from 2000 onwards. As mentioned, Brand
    Promotion strategy of young and unique needs a constant connect with the consumer. The connect
    becomes more important when the differentiated communication is copied by different industries.
    Sunday started de-growing from the Industry average from 2002 onwards. No Brand Strategy is
    permanent and it needs to adapt to the changing trend and consumer behaviour. The following are the
    recommendations to reverse the downward slide.
    1. Leverage the financial strength of PCCW to continue Brand communication through different
    mediums.
    2. Adopting innovative integrated marketing communication to ensure Brand recall remains
    strong.
    3. Stregthening the local content sharing by deploying location based suggestions to consumers.
    4. With mobile penetration at 120%, Sunday Communications needs to position itself as a must-
    have connection for local usage.
    5. An integrated marketing approach highlighting the local coverage – “ For the explorer in U”
    without dropping the image of a young and freshness in advertising campaingns.

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