Changing one’s brand logo is one of the most critical exercises for any organisation – more so as it means the power of brand recall is wiped out in an instant (because of the old brand/logo being phased out) and the company has to invest considerably in again building a recall customer base. Given that, for Spice Mobile, these are similarly critical times as the company has been engaged in the process of changing its brand logo. Spice now has a new logo replacing the old combination of five rainbow colours with a vibrant shade of yellow that – the company says – symbolizes the energy and spirit that the company stands for. According to the company, the move to undergo an identity change was keeping in mind the changing market dynamics and more importantly the bid to signify Spice Mobile’s evolving relationship with its market, customers and other stakeholders. They have also got in place a new brand ambassador, Sonam Kapoor, who would be seen in their flagship S1200 mobile handset, that would have a 12 megapixel camera. It’s noteworthy that Spice Mobile has also recently entered into a 65:35 JV with the Malaysian handset maker CSL Mobile, which owns the Blueberry brand and has plans to launch their range in the country soon.
The company spokesperson says, “We pioneered the dual SIM market in the country and in the coming time, you would see some interesting products from our side. Additionally, we will also be adopting a more aggressive marketing, our aim is to be the number three handset vendor in the country.” But with competition also well endowed in terms of celebrities and attractive logos (read: Micromax, Karbonn, Intex et al), Spice’s leading foray into the dual SIM category is not expected to be smooth. The handset market is at an interesting stage with new players fighting it out intensely. Evidently, enough said about the market... is still not enough said!
The company spokesperson says, “We pioneered the dual SIM market in the country and in the coming time, you would see some interesting products from our side. Additionally, we will also be adopting a more aggressive marketing, our aim is to be the number three handset vendor in the country.” But with competition also well endowed in terms of celebrities and attractive logos (read: Micromax, Karbonn, Intex et al), Spice’s leading foray into the dual SIM category is not expected to be smooth. The handset market is at an interesting stage with new players fighting it out intensely. Evidently, enough said about the market... is still not enough said!
Swati Sharma
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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