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Market Segmentation
Discovering Target market- Pre Launch of 4Gservice
5/14/2012
Ankit jain Abhiraj Chakraborty Chinmay Sharma Gopal Sharma Kumar Anshuman
External data:
- Market research - Secondary data (geographic information, demographics) - Partnerships (data merges with potential business partners)
Segmenting residential:
Telecom providers have two types of customers: business and residential (also known as consumers).There are several approaches a provider may use to segment its customer base. They may all work fine in different business environment. But when dealing with residential, the telecom provider is interested in the individual, in the person using the service and paying from his/her own wallet; or from moms or dads, but not from a company budget.
A basic Principle: Same provider may have two or more segmentation platforms at the same time (often one is considered more strategic and the other one more operational/tactical).
Segmentation platforms
Demographic segmentation Age Gender may work Occupation as well Geographic segmentation: from a basic urban/rural split, to more detailed regional divisions, geographical perspective on the market brings value in many areas. Some markets are strongly discriminated by population layout in the territory. Research segmentations Behavioral segmentations
Segmentation may start from simple layers of usage to complex grouping of customers based on multiple dimensional analyses (i.e. product portfolio adoption and usage, social network analyses).
Technology portfolio of the Reliable Industries Limited (All set to launch 4G service by this Year end )
Technology
Bet 4G/BWA
Draw 3G/GSM/WIMAX
Low
High
CDMA High
Company`s Strength
Enterprise Geographical (UrbanVoice /DATA /BOTH Industry Requirement (quality /quantity) Data/VOICE / Usage High /low Payment option Bulk Payment /Individual Bulk Payment /Individual BW requirement Age
Retail Geographical ( Roaming /Non roaming requirement Gender Income Usage Requirement
FMCG
Low/Medium/High
15Aug
M/F
Very Low Data L/M/H Voice L/M/H Data L/M/H Voice L/M/H Data L/M/H Voice L/M/H Data L/M/H Voice L/M/H
Just Incoming Free Social Pack, Unlimited Voice /FREE CALL /Roaming Free Free Social Pack, Unlimited Voice /FREE CALL /Roaming Free Free Social Pack, Unlimited Voice /FREE CALL /Roaming Free Free Social Pack, Unlimited Voice /FREE CALL /Roaming Free
Banking
Data/VOICE /
High /low
L/M/H
1522
M/F
L/M
Infra
Data/VOICE /
High /low
L/M/H
2235
M/F
M/H
Automobile
Data/VOICE /
High /low
L/M/H
3550
M/F
M/H
Health Care
Data/VOICE /
High /low
L/M/H
50++
M/F
L/M.H
Conclusion :
1. Before Launching the Service in the market, Company will measure the depth and strength it has in the Technology it has adopted to roll out the network in the market (Here Technology adopted is 4G and Company is high on strength and high on Importance). 2. So Now the company will classify the Market and Since in 4G speed Beyond 40 Mbps is expected , so company`s target Market will always be those who wants high speed irrespective of cost
3. Voice telephony does not require this amount of speed to communicate; they will not be primary Market after segmentation is done.