fino analysis & strategy presentation 24.06.2010
DESCRIPTION
A brand that I felt was doing the legwork in areas which needed hope.TRANSCRIPT
FINO
An Indicative Brand Strategy
Presentation by
Carat Fresh Integrated
June ’10
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Product
Financial InclusionA door-step delivery of various financial products/ brands to
rural India through use of technology & agent networks
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SWOT
Strengths Weaknesses• Largest acceptance among FI’s.• In-house Technology R&D team• ISO 9001:2000 certified centralized processing centre • Ground level agent network
oWorks with several partners to reach the remotest parts of the country
• Currently acts as an intermediary.• Low on brand recognition and awareness.
Opportunities Threats• More and more financial institutions wish to
reach out to the rural audiences.• Government boost to financial inclusion.• Opportunity to establish itself as a full fledged
finance organization in the future.• Catering to sectors other than finance.
• Banks become self reliant in the future and establish their own network.
• Low on brand awareness and recognition meansoThreat from the competitorsoFear of being substituted by a competitor
brand
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Expectations from the Agency
• Category Definition• Positioning Strategy• Brand Identity for FINO
– Brand colors,– Logo,– Stationery,– Website,– And other necessary elements
• Communication Strategy– Articulation of the brand positioning (punch-line, tag-line)– Determining the key messages – Figuring out the optimum Media Plan
• ATL• BTL
• Brand Health Monitoring Mechanisms
Carat Fresh’s Approach 2Parts
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Carat Fresh’s Approach
# 1
Understand
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Carat Fresh’s Approach
Brand strategies of companies dedicated to ‘Financial Inclusion’
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Carat Fresh’s Approach
# 2
Recommend
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Carat Fresh’s Approach
Category Name (for FINO’s business model)
Direction for Brand Identity Direction for Positioning
# 1Understand
1. Analysis of FINO– Brand Architecture– Brand Identity
2. Analysis of companies dedicated to ‘Financial Inclusion’
– Brand Architectures– Brand Identities
Analysis of FINO
• Brand Architecture• Brand Identity
FINO
Overview:• About FINO• Solutions offered• Positioning• Branding Financial Inclusion solutions
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About FINO
• FINO was founded on 13th July, 2006 with the single objective of building technologies to enable financial institutions (FIs) to serve the under-served and the unbanked sector and also to service the technology requirements of entities engaged in servicing the bottom of pyramid customers
• Current Reach– No of Customers: 21 Banks, 20MFI, 4 Insurance, 9 Govt Entities– No of Location Served: Over 26000– No of Transaction Point: 8330
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FINO – Brand Architecture
Sub-brand strategy
FINO
FINO Tijori
FINO Saral
FINO Tatkal
FINO Parichay
FINO Sure
FINO Ravi
FINO Plus
FINO Mitra
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FINO – Category
• Category– Financial Inclusion
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FINO – Brand Identity
• Brand Name– FINO is an acronym for Financial Information Network and
Operations Ltd– FINO in Spanish represents Dolphin which is a symbol of
intelligence, friendliness, adaptability and networking
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FINO – Brand Identity
• Tagline– Enabling Financial Inclusion– Broadly defines the company’s overall offering
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FINO – Brand Identity
• Typeface used – The font is simple and in
capitals. There is no sharpness anywhere and every alphabet is smoothly rounded.
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FINO – Brand Identity
• Color(s) in the logo– Reflects hope, optimism and growth– The color-scheme gives an image of a ‘government
organization’
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FINO – Brand Identity
• Shape(s) in the logo– The orange hemisphere looks like a rising sun against the
yellow backdrop. Reflects country-side (rural) and a growing economy.
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FINO – Sound
• Sound– The Brand Name is simple and easy to pronounce – Very few syllables
Analysis of companies dedicated to Financial
Inclusion
• Brand Architecture• Brand Identity
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Types of Financial Inclusion Solutions
Organizations promoting their own
products
Organizations offeringIntermediary services
Financial Inclusion solutions
TechnologyTechnology
+Agent Networks
Microfinance
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
innoviti
Overview:• About Innoviti• Solutions offered• Positioning• Branding Financial Inclusion solutions
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About Innoviti
• Innoviti Embedded Solutions is a leading provider of information and commerce transaction processing solutions • Industries catered to
– Financial institutions, consumer facing businesses and government institutions.
• Innoviti provides transaction processing solutions in the areas of – secure identification,– payment processing – marketing technologies.
• Innoviti and its products have been the recipient of several honors ,– Design for Excellence Award for Vaayu, – the Red Herring award as one of top 100 companies in Asia in 2006– Wireless Innovation Contest award in 2007, Fullerton Technology Award in 2008.
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Solutions Offered
Financial Inclusion solutions
Insurance solution
Microfinance solution
Payment Technology solutions
Unipay
Wireless payment solution
Driving database marketing
Biometric authentication
Secure Identification solutions
Microfinance
Driving license
Pension disbursement and monitoring
Attendance monitoring
Marketing technology solutions
Program material/ currency design
Data gathering/ analysis/ warehousing
Direct/ mass marketing
Coupons/ Merchandising
Customer/ retailer interface
ROI monitoring
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Positioning
Simplifying Communications(says nothing about payment solutions and security of transactions.
Sounds more like a telecom company’s positioning)
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Branding Financial Inclusion solutions
No separate brand name for its Financial Inclusion solutions
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innoviti – Brand Architecture
Branded House strategy
innoviti
Financial Inclusion solutions
Payment technology solutions
Secure Identification solutions
Marketing technology solutions
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innoviti – Category
• Category– Based on our understanding of the offering through various sources, we might be able to
articulate the category as
Secure Transaction Aids
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innoviti – Brand Identity
• Brand Name– Innoviti connotes ‘Innovation’– Innovation in turn can be linked primarily to ‘technology’
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innoviti – Brand Identity
• Tag Line– Reflects simplification of technology but has no connect with
transactions and payment solutions
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innoviti – Brand Identity
• Typeface in the logo– Is small which signifies modern, new age– Is simple yet bold
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innoviti – Brand Identity
• Color(s) in the logo– Logo has shades of blue and yellow– Blue conveys
• Importance and confidence – Example: the blue power suit of the corporate world
• Intelligence, stability– Yellow
• Is bold and gathers attention• Is the color of optimism and hope
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innoviti – Brand Identity
• Shape(s) in the logo– The ‘i’s with the dots can be visualized as human beings, and
‘innoviti’ can be seen as connecting-the-dots (an oft used symbolism to reflect communication technology)
– The underline reinforces the brand name ‘innoviti’
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innoviti – Sound
• Sound of the brand name– Rhymes with ‘innovation’, ‘innovating’ and hence gives it an
impression of an innovative organization.
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SynopsisTech companies
A single company in the list to have only technology solutions without the aid of on-ground team.
Follows a branded house strategy with no sub-brand name for financial inclusion solutions.
Financial inclusion solution is only a part of the whole range of transaction/payment technology solutions they provide.
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
A Little World
Overview:• About ‘A Little World’• Positioning• Branding Financial Inclusion solutions
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About ‘A Little World’
• ALW is the developer of ZERO, India’s first domestic payment system with specific focus on reaching out to masses with lowest available communication infrastructure.
• ZERO creates the last mile operations network in villages, under pre-defined service agreements with Banks and front-ends the delivery of full-featured transactional services on behalf of Banks for Financial Inclusion on the ground
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Positioning
Touch a billion people through innovative technologies and alliances at the bottom of the pyramid for delivering multiple financial services.
(A vision statement which also defines the mission of the organization.)
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Branding Financial Inclusion solutions
They have two brands operating in this space‘Zero’ & ‘mZero’
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A Little World – Brand Architecture
A Little World uses a ‘Sub-brand’ strategy
A Little world
Financial InclusionZero
Mobile version of ZeromZero
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A Little World – Category
• Category– Technology Services
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A Little World – Brand Identity
• Brand Name– The name ‘A Little World’ connotes
• A world that is connected through technology• A world that is coming closer
– However it also connotes different meanings like • Little world of kids. It sounds more like the name of a playgroup.• A small family living a content life
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A Little World – Brand Identity
• Typeface used • Can’t read much in the use of this
typeface
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A Little World – Brand Identity
• Color(s) in the logo– The power of red shows the power of finance, emotions and
the power in relationships.– Relationship is the base of networking and the colour justifies
the brand’s proposition.
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A Little World – Brand Identity
• Shape(s) in the logo– NA
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A Little World – Sound
• Sound of the brand name– Great sounding name– Easy to remember
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
E-SOFT solutions
Overview:• About ‘E-soft solutions’• Branding Financial Inclusion solutions
Analysis of:• Brand Architecture• About M-NAIRA• Positioning• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About E-SOFT
• E-Soft Solutions Limited is a privately held Nigerian software development company incoporated with Coporate Affair commission with RC:779190
• It provides innovative, cost-effective and compelling web and mobile based software products and services
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Branding Financial Inclusion solutions
M-NAIRA is the sub-brand used for Financial Inclusion solutions
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E-SOFT solutions limited – Brand Architecture
Sub-brand strategy
E-SOFT
M-NAIRA
Fincore soft
Mycollegeweb
Hospital switch
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About M-NAIRA
• M-NAIRA is a proven innovative Mobile Money, Revenue Management and payments solution • It converts any mobile phone to a micro bank for the un-banked based on scratch cards and enabled by
any SMS enabled mobile phone
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Positioning
Mobile Money Solution. Converts any mobile phone to a micro bank for the unbanked.
(links the brand positioning to the product offering)
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M-NAIRA – Category
• Category– Mobile banking solutions
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M-NAIRA – Brand Identity
• Brand Name– The name seems to be the combination of M & Naira– M represents ‘mobile’ & Naira is the basic unit of money in
Nigeria
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M-NAIRA – Brand Identity
• Tag Line– The tag line ‘MOBILE MONEY SOLUTION’ captures the
company offering.
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M-NAIRA – Brand Identity
• Typeface in the logo– The font of M-NAIRA reminds of the origin/ethnicity of the
service
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M-NAIRA – Brand Identity
• Color(s) in the logo– Green color in the background is representative of Islamic
population in Nigeria– The combination of white and green is seen as ‘sacred’ across
the Islamic world
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M-NAIRA – Brand Identity
• Shape(s) in the logo– The map of Nigeria in the background represents the reach &
local nature of the brand
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M-NAIRA – Sound
• Sound of the brand name– Easy to pronounce
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
WIZZIT
Overview:• About ‘WIZZIT’• Positioning• Branding Financial Inclusion solutions
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About WIZZIT
• Mobile/ cell phone banking technology• Payment mechanism to the un-banked or under-banked• Empowering people
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Positioning
Live.Life.Anywhere. With Wizzit you have your bank in your pocket.(talks about product benefit and adds an emotional appeal to the offering)
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Branding Financial Inclusion solutions
No separate brand name for its Financial Inclusion solutions
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WIZZIT– Brand Architecture
Branded House strategy
WIZZIT
Salaries and wages
Affordable banking
Cell-phone banking
Debit/stop orders
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WIZZIT – Category
• Category– Mobile banking
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WIZZIT – Brand Identity
• Brand Name– It’s a combination of ‘WIZZ’ and ‘IT’ which could mean ‘a wizard
in IT’.– ‘Z’ is new age and also has a connotation of ‘special’, ‘high-end’.
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WIZZIT – Brand Identity
• Tag Line– My bank in my pocket– Denotes simple & exhaustive nature of business
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WIZZIT – Brand Identity
• Typeface in the logo– All capital letters signifies importance & seriousness– The tag line is in small letters
• Signifies simplicity achieved through mobile banking.
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WIZZIT – Brand Identity
• Color(s) in the logo– Black, red and white are attention grabbing colors and are seemingly used for the same
purposes.
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WIZZIT – Brand Identity
• Shape(s) in the logo– Red stripes represent
• The importance and the speed of the service• The simplistic form of mobile vibes/ signals and hence can be linked to
mobile banking.
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WIZZIT – Sound
• Sound of the brand name– Very simple to pronounce– Denotes speed through pronunciation (the use of ‘zz’)
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
pagatech
Overview:• About ‘pagatech’• Positioning
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About pagatech
• Pagatech was founded in early 2009 with a vision to enable a cashless society and bank the unbanked in Africa
• Paga, which is the first product of Pagatech, is an innovative, open, secure, and interoperable mobile payments platform that allows any person who has a mobile phone to transact electronically
• Pagatech is building the network of banks (including micro-finance institutions), mobile operators, and trusted agent network required for success
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Positioning
Your cash, anywhere, anytime.(talks about self reliance and the convenience of using pagatech services)
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pagatech– Brand Architecture
Branded House strategy
pagatech
Send Cash
Bill Pay
Buy Airtime
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pagatech – Category
• Category– Mobile Banking
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pagatech – Brand Identity
• Brand Name– The origin of word ‘paga’ is in Hebrew which means ‘to meet’
and ‘tech’ represents ‘technology’– Hence ‘pagatech’ signifies networking by means of technology
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pagatech – Brand Identity
• Tagline– NA
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pagatech – Brand Identity
• Typeface used – Typeface used is small letters
which is representative of ‘new age’
– Bold font of ‘paga’ puts more emphasis on networking over technology.
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pagatech – Brand Identity
• Color(s) in the logo– The black color of ‘paga’ and gray color of ‘tech’ indicates the
importance of networking over technology– The orange color of the circles indicates warmth and energy.
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pagatech – Brand Identity
• Shape(s) in the logo– Circles of the different shapes indicate the networking at
different levels– The dots form a full circle which is representative of ‘efficient
use of resources’.
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pagatech – Sound
• Sound– Traditional and ‘new-age’ words forming one word bring out
the essence of the offering– Easy to pronounce with few syllables
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
ekgaon
Overview:• About ‘ekgaon’• Positioning
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About ekgaon
• ekgaon offers a range of technology solutions for enabling financial inclusion for banks
• ekgaon is focused on creating a global village where freedom, equality, respect for environment and culture, coexists with the human desire to learn, grow and attain spirituality in harmony with nature
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Positioning
One village, one world(talks about uniting. Also connotes the huge potential that lies in one village.)
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Ekgaon – Brand Architecture
Branded House strategy
ekgaon
System Analysis
System Development
User centric Design
Localization
Training & Support
Strategic Consulting
Event management
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Ekgaon – Category
• Category– Not sure.
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Ekgaon – Brand Identity
• Brand Name– The origin of the brand name is in Hindi language which means
‘one village’– Indicates the place & the nature of the business
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Ekgaon – Brand Identity
• Tagline– It signifies the company vision of creating a global village.– It can also mean creating a world within a single village.
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Ekgaon – Brand Identity
• Typeface used – Small letters reflects new-age
and cutting-edge business that the company is into
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Ekgaon – Brand Identity
• Color(s) in the logo– The green color of the letter ‘gaon’ signifies the basis of the rural economy which is
agriculture– Dark black color of the letter ‘ek’ emphasizes the mission of the company.– It may also have been used to separate ‘ek’ from ‘gaon’ to facilitate the ease of
pronunciation.
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ekgaon– Brand Identity
• Shape(s) in the logo– The Brand Name is mentioned in small case with no significant
shapes
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ekgaon– Sound
• Sound– Difficult to pronounce unless one understands the meaning of
the term ‘ekgaon’
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Synopsis(tech+ agent network) companies
The tech+agent network companies have adopted either a branded house of a sub-brand strategy
The brand names connote1. A small world formed as a result of technology
2. Convenience of mobile banking
Networking through technology
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
GRAMEEN BANK
Overview:• About ‘GRAMEEN BANK’• Positioning
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About GRAMEEN BANK
• Grameen Bank (GB) follows non conventional banking practice by removing the need for collateral and creating a banking system based on mutual trust, accountability, participation and creativity.
• Industry Credentials: – SWITZERLAND : Aga Khan Award For Architecture : 1989– BELGIUM : King Baudouin International Development Prize : 1993– BANGLADESH : Independence Day Award : 1994– MALAYSIA : Tun Abdul Razak Award : 1994
And many more
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Positioning
Banking for the poor(clearly links the brand to the rural community.)
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GRAMEEN BANK – Brand Architecture
Branded House strategy
Grameen BankGrameen Trust
Grameen Fund
Grameen Fisheries
Grameen Telecom
Grameen Cybernet
Grameen shakti
Grameen Phone
Grameen Education
Grameen Knit wear
Grameen solutions
Grameen byabosa Bikash
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GRAMEEN BANK – Category
• Category– Microfinance
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GRAMEEN BANK – Brand Identity
• Brand Name– Grameen means "rural" or "village" in Bangla language making
the brand name resonate clearly in a poor man’s ears
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GRAMEEN BANK – Brand Identity
• Tag Line– Banking for the poor– Reflects the services clearly
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GRAMEEN BANK – Brand Identity
• Typeface used – Capital letters give it the
required seriousness– Forward slant in the tagline
reflects confidence and positivity, progress and growth
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GRAMEEN BANK – Brand Identity
• Color(s) of the logo– House in RED signifies the colour of BRICKS– Green is the colour of growth and symbolizes the basis of rural
economy & prosperity – Alternatively , the colors reflect Bangladesh
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GRAMEEN BANK– Brand Identity
• Shape(s) in the logo– The house in the logo can be visualized as an upward arrow
which again emphasizes on the prosperity aspect.– The house also symbolizes small scale enterprises
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GRAMEEN BANK – Sound
• Sound– The word Grameen is easy to pronounce and since it is in the
regional language, it elicits a feeling of belonging
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
SKS MICROFINANCE
Overview:• About ‘SKS MICROFINANCE’• Positioning
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About SKS
• SKS distributes small loans to poor women so they can start and expand simple businesses and increase their income
• SKS uses the group lending model where poor women guarantee each other loans. Borrowers undergo financial literacy training and must pass a test before they are allowed to take out loans.
• Re-payment rates on collateral-free loans are more than 99% because of this systematic process
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Positioning
Providing microfinance to underserved section of society.(clearly links the brand to the rural community.)
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SKS Microfinance – Brand Architecture
SKS uses a sub-brand strategy.
SKS Microfinance
Aarambha
Vriddhi
Raksha
Life Insurance loans
Sangam Store loans
Housing Loans
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SKS – Category
• Category– Microfinance
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SKS – Brand Identity
• Brand Name– SKS stands for Swayam Krishi Sangam, which in Hindi means
”self-cultivation society”.
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SKS – Brand Identity
• Typeface– The typeface is bold. Strengthens the ambitious nature of the
SKS’s business.
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SKS – Brand Identity
• Color(s) of the logo– Sky-blue reflects the all-inclusive nature of SKS’s financial
products and the positive impact on all the members– The sombre grey signifies the seriousness of SKS’s intent and
commitment to fulfil the needs of customers and stakeholders
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SKS – Brand Identity
Shape(s) in the logo– There are five women sitting in a circle which is core to the
business as they offer loans only to women– Five women in a group also signifies the group-lending model
that SKS uses.– The grey semi-circle shows a cover of protection on them
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SKS – Brand Identity
• Sound– Three syllables with alliteration
Brands Analyzed
• Technology• innoviti
• Technology+ Agent Networks• A Little World• M-NAIRA• WIZZIT• pagatech• ekgaon
• Microfinance• GRAMEEN BANK• SKS• unitus
unitus
Overview:• About Unitus• Positioning
Analysis of:• Brand Architecture• Category • Brand Identity
– Brand Name– Tagline– Typeface used for Name– Color(s) in the logo– Shape(s) in the logo– Sound of the brand name
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About Unitus
• unitus, an international non-profit organization, fights global poverty by accelerating the growth of microfinance—small loans and other financial tools for self-empowerment—where it is needed most.
• unitus works with microfinance partners and other emerging enterprises in India, Southeast Asia, East Africa, South America, and Mexico
• unitus’s microcredit loan is supported by a range of client-supporting products and services such as business skills training, savings programs, and basic insurance plans.
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Positioning
Innovative solutions to global poverty(does not talk about a particular class of people. i.e ‘poor’. Rather talks of
addressing the issue of poverty through innovative solutions.)
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Unitus-Category
• Category– Microfinance
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unitus– Brand Architecture
Branded house strategy
unitus
unitus capital
unitus equity fund
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unitus– Brand Identity
• Brand Name– Derived from two words ‘unity’ and ‘us’, thus giving it a
meaning of ‘togetherness’.– The name gives a feeling of security and protection.
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unitus– Brand Identity
• Tag Line– Showcases Unitus as an organization with multiple offerings
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unitus– Brand Identity
• Typeface in the logo– Bold fonts reflect solidarity– The edge of ‘t’ is cut perfectly to give a sharp slant that breaks
out of the monotony
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unitus – Brand Identity
• Color(s) in the logo– A small green dot on top of the letter ‘I’ signifies prosperity and can also represent the
rural economy.– The ‘i’ in unitus gives it a human touch as the shape of ‘i’ is representative of the shape
of a human being.
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unitus – Brand Identity
• Sound– The pronunciation is simple and gives the feeling of Unite Us in it
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Synopsismicro-finance companies
Most companies analyzed in this category follow a Branded House strategy.
The name, logo or the tagline includes the term ‘poor’, ‘village’ to form a connect with the rural population
# 2Recommend
• Direction for Category Naming
• Positioning
# 2Recommend
• Direction for category Naming
• Positioning
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Category Name: why is it important?
Finance
Financial Inclusion
SHGs Mobile Banking Microfinance How do we name the category for FINO?
Investment companies
Insurance CompaniesBanks
Carat Fresh Integrated
Category Name: why is it important?
When we need to buy something to wash hands, we ask for either a hand wash or a soap
When we wish to watch a movie on a big screen, we either go to a single screen or a multiplex
What would we say when we wish to avail of services like FINO?
Carat Fresh Integrated
Category Name: why is it important?
Currently when the industry wishes to speak of Financial Inclusion, it approaches organizations like Banks, Insurance companies or entities
like Grameen Bank
The industry does not approach FINO since there is no recognition of the role that this category plays in Financial Inclusion
The recognition of the role comes with identifying the category and defining it appropriately for all stakeholders
Once this is done, the industry will start recognizing FINO as a major contributor in the umbrella category of Finance
Carat Fresh Integrated
Category Name: Based on FINO’s business model
Do we have a full grasp of the significance of FINO’s business model?
So, how do we classify FINO into a category?
Carat Fresh Integrated
Category Name: Based on FINO’s business model
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Banks DSA End Consumer
Foreign Universities
Educational Consultants Indian Students
Insurance Companies Insurance Agents End Consumer
Hotels Travel Agents End Consumer
For example
Carat Fresh Integrated
Category Name: Based on FINO’s business model
145
Financial Institutions FINO End Consumer
How does FINO categorize itself as part of the entire value chain and as part of
people’s lives?
Carat Fresh Integrated
Category Name: Based on FINO’s business model
146
Financial Institutions FINO End Consumer
FINO acts as a channel between the Financial Institutions and the end consumer
Carat Fresh Integrated
Category Name: Based on FINO’s business model
147
Hence, using the term channel in the context of FINO, we can get the corresponding category name
Carat Fresh Integrated
Category Name: Recommendations
148
Alternate Banking and Finance Channel
Option 1
Carat Fresh Integrated
Category Name: Recommendations
149
Financial Inclusion Channel
Option 2
# 2Recommend
• Direction for Category Naming
• Positioning
# 2Recommend
• Direction for Category Naming
• Positioning
Carat Fresh Integrated
152
Positioning for FINO – Key Considerations
First & the largest player providing such service in the Indian market
Largest customer base in the country
Largest network of agents to reach out to the rural audience.
Option 1
Carat Fresh Integrated
153
Positioning for FINO
India’s Largest Alternate Banking and Finance Channel
India’s Largest Financial Inclusion Channel
OR
Carat Fresh Integrated
154
Positioning for FINO – Key Considerations
FINO opens up a multitude of financial opportunities for the rural consumer
These opportunities are changing the lives of the rural community and uplifting them on the financial front
Option 2
Carat Fresh Integrated
155
Positioning for FINO
Changing Lives of Millions
Carat Fresh Integrated
156
Further Work
• Category Definition• Positioning Strategy• Visual Identity for FINO
– Brand colors,– Logo,– Stationery,– Website,– And other necessary elements
• Brand Manual• Communication Strategy
– Determining the key messages – Figuring out the optimum Media Plan
• ATL• BTL
• Brand Health Monitoring Mechanisms
Investment
Rs15 lacsService Tax extra
Duration
45 days