Professional Documents
Culture Documents
er
behavio
r
Branding
Sales
4 Ps
STP
Presented By:
Burzin Contractor (11)
Jatin Sinha(15)
Ninad Puranik(18)
Chetan Raman (44)
Rishabh Gupta(46)
Shashwat Agarwal(49)
Agenda
Industry Introduction
4 Ps (Product Price Place
Promotions)
Segmentation, Targeting,
Positioning
Market Share
Consumer Behaviour
Introduction
Second largest telecommunication network in world
Largest mobile phone user base in world
Use of both GSM and CDMA technology
18% growth expected in mobile network users
3
Vodafone
Logo
Origin of the name
Voice Data Fone
Milestone
M-pesa innovation
100 million customers
USP
high quality service
4
4 Ps of Marketing
Product
Place
Price
High-end post-paid
customers
Rewards to the users for the
amount of usage
Chota recharges
Promotio
n Customer Routing
STP
Segmentation
Income
High
ARPU
Working
class
Nature of
Customer
Corporate
Targeting
Service
usage
VAS
Same circle
High cost
calling service
for business
users
Youth
High cost
internet packs
Individual
Regular
users
High
income
segment
Age
Positioning
Working
executives
(30-40
years)
Flawless network
Cheap SMS
facilities for
youth
Easily available
Aircel
Logo
Slogan
The joy of a little extra/ Your world of Possibilities
Origin of the name
Air-cellular sturdy network and connectivity
Milestone
won 3G spectrum across 13 circles and BMA spectrum in 8 circles in 2010.
62.5 million customers in 2011
USP
Common man affordability
7
4 Ps of Marketing
Lenient with rates
Free calling services
Aggressive tariff packages
Penetration pricing strategy
Place
Price
Product
Promotion
Sponsor partners and events
Celebrities as Brand
ambassadors
Sponsors in IPL
8
STP
Segmentation
Income
Labor
class
Workin
g
middle
class
High
income
segmen
t
Region
North
North
east
West
Density
of usage
Urban
Targeting
Age
15-35
years
Semi
urban
Rural
Cheap mode of
communication
People who
have value
for money
Remove
misconception that
cell phone is for
status
Day to day
commodity use
Middle and
lower class
South
East
Positioning
35 and
above
Youth
9
Idea
Logo
Slogan
An idea can change your life
Milestone
IPO launched and listed on BSE and NSE
Launch of 3G in 10 circles
Tie up with Microsoft
USP
Service with some unique differentiator
10
4 Ps of Marketing
VAS ranged from INR15
to INR30 per month
Rewards to the users for
the amount of usage
Pricing penetration
strategy
Price
Place
Product
Promotion
11
STP
Segmentation
Income
Density
of usage
Low
Targeting
Positioning
Employment
Students
Urban
Middle
and lower
class
Smartne
ss that
comes
by using
simple
but an
unique
idea
Medium
Semi
urban
Private
business
Students
High
rural
Working
Executives
12
Airtel
Logo
Slogan
Express yourself
Milestone
First Indian private fixed line service provider in India
First telecom to have all India mobile footprint
Crossed 250 million customers
USP
Good service and easily available
13
4 Ps of Marketing
Value Added Services (VAS)
Blackberry Wireless Handheld
Live portals
Make my plan
Product
Place
Price
Promotion
Traditional print media to social
network marketing
Signature tune from A.R. Rehman
Word of mouth(2nd to Vodafone)
14
STP
Segmentation
Income
Low
Region
Nort
h
Targeting
Positioning
Social groups
Students
Social
groups
Repositioned
itself as young
energetic and
international
brand
West
Medium
High
Sout
h
Generation
X
East
Common
man
Working
Executives
15
Market share
Rank
Operators Name
Technology
Subscribers
In millions
254.33
Ownership
Airtel India
GSM, EDGE,
HSDPA+, TD-LTE
Vodafone India
GSM, EDGE,
HSDPA+, TD-LTE
GSM, EDGE,
HSDPA+, TD-LTE
CDMA 2000, EVDO,
GSM, EDGE,
HSDPA+, WiMax, LTE
198.68
19.28%
Idea Cellular
175.54
17.18%
Reliance
Communications
Aircel
88.26
Maxis Communications
(74%)
Sindya Securities &
Investments (26%)
8.41%
101.36
Bharti Enterprise(68%)
SingTel (32%)
16
Market
Share
24.38%
10.47%
Consumer behavior
17Source
: portal.euromonitor.com
Esteemed needs
Psychological
needs
Before
After
18
Basic needs
S
ecLevels of needs
re
t
N
Delight
ee
needs
ds
Unstated need
Real needs
Customer
Care service
Customized plans
Quality network at
cheap cost
Stated needs
19
Calling plan
Internet plan
Perception Map
Network High
Coverage
Calling Rates
Low
High
Airtel
Vodafone
Aircel
Source : Online Survey
Low
Idea
20
Bibliography
http://portal.euromonitor.com/portal/account/telecom/vodafone
http://www.businesstoday.in/sectors/telecom
http://telecom.economictimes.indiatimes.com/
http://www.dot.gov.in/content/telecom-policies
21
Questions if any???
22