GO Telecom Rebooting a Brand
Financial Analysis
For this project, I revised the company’s business model, branding, and marketing tactics. I presented our strategy to a board of directors and provided marketing guidance. My revised plan: 1. Define a new business model: We have a core business of providing voice and data communication services. However, our existing infrastructure is not capable of offering cutting-edge VoIP services, and our customers demand new features and options. To redefine our business, we need to reengineer our services and solutions. We are
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SWOT Analysis
1. Going into the new decade, it was an opportunity for GO Telecom to rewrite its brand identity to match up with the new world order of consumers, and to maintain its market dominance. The company’s goal was to increase its customer loyalty by offering unique experiences for the customers. 2. Customers’ needs and expectations were growing rapidly. To remain competitive, GO Telecom adopted a ‘customer-centric’ strategy, with the objective of improving customer experience across multiple touchpoints, including mobile, web, and digital.
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In 2006, the Go brand emerged in the IT sector with a vision of simplifying technology. The brand was launched with a tagline “simplify technology for the digital age”. The company was the first in the market to integrate online shopping, online banking, and mobile services under the same brand. The market was dominated by other players such as Airtel, Vodafone, and Aircel, and the Go brand was aiming to leverage a different strategy, which was more about simplifying the lives of the users.
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