3. Proposing a new offers to attract the retailer
‘Mera Offer’ - Vodafone Currencies
‘Airtel Premier League’ - Recognition on Journals
TRADE PROMOTIONS
`Navrathna Retailer Contests’ –Gifts
‘Display Contest’
‘Lucky Draw Coupon ‘
Free Talktime Offers on achieving activation targets
High Margins
Boards& Banners
Retailer Meets Certificates to Display
Schemes and free outings
4. “important role in retaining old consumers and attracting new ones”
BASE & Strategy
SALES PROMOTIONS
Segmentation
Circles
Competition
5. Introductory offers………
Free Sim Cards FRC & SRC
PRODUCT PROMOTIONS
Namma Thamizhagam Pack- Local Usages
One India Packs Free Talktimes
ISD Packs Students Packs- Nanban pack/Thala pack
Combo Packs
6. Upselling & Cross selling
Seasonal Special Recharge packs- free subscription offers& talktime offers
-through SMS & Automated voice calls
Product Bundling – Special offers with Mobile phone buyers
On shop activities have a significant role in
generating business as these are the last Ads to which customers come in
contact before buying the service. humans are more under the influence of
fresh exposure as compared to past ones . Pos – Pamplets & Posters
Corporates- Bundled packs with wireless , Fixed line , Broadband
Closed group calling- Price slashes
Customized Corporate caller tunes
No conventional channels of promotions are used
7. ‘’prepaid market with low ARPU(Average Revenue per unit) and high
minutes of usage(MoU)’’
Tariff plays the main role in marketing
PRODUCT PROMOTIONS
Penetrative Pricing
Competitive Pricing=>’PRICE WAR’
8. Tagline USP Segment Target Position
Airtel Express Top Elite YUPS Aspirational;L
yourself Brand;VAS Class;corpora ifestyle
tes
Vodafone Power to you Advertiseme Upper Students;cor Cheerful;Hu
BRAND PROMOTIONS
nts;VAS class;corpora porates morous
tes;lifestyle
Tata Docomo Do the new Per second Middle class Students;seni Pay as per
pulse or citizens use
Idea An Idea can Low cost Middle;upper Students;wor Smartness
change your booster middle class kers;labourer
life packs s
BSNL Connecting Govn. ; Senior Middle Reliable;low
India Quality citizens;cons class;urban& priced
ervative rural
audience
Reliance Karlo dunia Handsets Lower;lower Rural, daily Confidence
muthi mein middle class wagers
11. ‘’Promotion Campaigns is the way to differentiate’’
Airtel - Har friend Zaroori Hotha Hai
BRAND PROMOTIONS
Idea – Education for all ; Use mobile save paper
mobile telephony to solve issues
Aircel – Save Tigers
Vodafone – Happy to help
Relinace- Mera plan hai
Docomo- Pay for what you use; Keep it simple,silly!
12. • TV Commercials
-British Airways to southwest Pacific ;Jo tera hai who mera hai
-Just make you think!!! get an idea
BRAND PROMOTIONS
-Storytelling
-Cute and Charming ZoOZoO
-The cricket Connect ; verbal information
-Simple and colorful; value is what you pay
• Bill Board Advertising
• Press Advertising
• Radio Advertising
13. • Sponsors
Sports..Ipl
Community Events
Talent Shows
Award Ceremonies
Conferences
BRAND PROMOTIONS
Cultural Events
• Kiosks
• Promotional Alliances with movies
• Product Placement
• Social Media
14. ‘’VAS is the only area where there is a huge opportunity
of making large profit in current telecom market as it
helps the players to increase their Average Revenue Per
User (ARPU)’’
15. Appearance of celebrities does not influence buying
behavior
Most liked Ads
The most effective promotional tools
• Tv ads
• News papers
• Hoardings
• Magazines
• Internet
Most compelling medium that influences buying behavior
17. RELIABILITY FACTORS
Perform service right the first time <
Promised time <
Information communication <
Accurate billing <
Reputation <
SURVEY -1
1 2 3 4 5
18. RESPONSIVENESS FACTORS
Easy to contact <
Resolve Quickly <
Willing to help <
Prompt Service <
SURVEY -1
1 2 3 4 5
23. Most Prevalent Service issues
wrong billing ,service
Airtel disconnections
service disconnections,
Aircel connectivity
sim registration fails,
Idea connectivity, calldrops
Reliance wrong billing ,connectivity
SURVEY -1
Tata Docomo service disconnections
call drops, wrong billing, Sim
Vodafone Blocks
24. • Cronbach Alpha
Model Summary
Model Adjusted R Std. Error of the
R R Square Square Estimate
1 .752a .723 .712 .536
dimension0
a. Predictors: (Constant), Physical Evidence, Empathy, Network Quality, Reliability, Assurance, Responsiveness
Coefficientsa
Model Unstandardized
Coefficients
B Sig.
1 (Constant) 1.410 .061
Reliability 0.135 .015
SURVEY -1
Responsiveness 0.171 .002
Assurance 0.110 .032
Empathy 0.095 .041
Network Quality 0.276 .000
Physical Evidence 0.082 .059
25. • No proper research
Voice Messages-Expected to be great feature
• Not selecting the right service design and Standards
Vodafone Delights
• Not delivering on standards
Idea Cellular – Vodafone signal towers
• Uncouth Customer behavior in postpaid bill payments
GAPS
26. MATURE MARKET
HIGH LEVEL OF COMPETITION
REDUCED SWITCHING COSTS
OPTIONS AVAILABLE
REDUCED THE TOLERANCE ZONE
Concentrate on Satisfaction and retention
Notas do Editor
When my mom cooks fish curry…the sugandh travels to my room…..thats her promotion strategy that makes me want to eat….similarly any promotional activity must make the customer buy!!!
First lines of promotions…..Other two can be categorised as sales promotions
Retailers are help in pushing the products to the customersengagement programs are currently available on marketVodafone offers Mera Offer which is based on the currencies which is called the Vodafone currency. Company gives a target to the the retailers, after the achievement of that target, Vodafone currency is added to the retailer’s account. Various gifts are provided based on the pointsRegular retailer meet is there at regular interval of time. Top retailers are provided with different schemes and free outing. Certificates are given to them and this gets displayed in their shops. AIRTEL offers Navartna retailer contest. Company gives gifts on achieving the target. AIRTEL Premier League is based on the point system. Recognition is given to the retailers on Airtel journals. UNINOR is organizing one display contest in which the retailers are getting one mobile phone if they will display more leaflets and posters on their shops. They also make happy the retailers by involving them in the lucky draw coupon contest.Similarly, Tata Docomo also provides free talk time offer to the retailers on achieving certain Activation target.
.
Mass Customization…as a sample of the service…companies have restricted their promotion packs from frc to src…all companies follow similar plans…
Reliance & vodafone provide handsets with service subscription!! Bundling is also done with I-phones and blackberry.On shop activities are also have a significant role in generating business as these are the last adds to which customers come in contact before buying the product/service. According to psychologists humans are more under the influence of fresh exposure as compared to past ones and this is called as recency effect.
Indian telecom sector is a…docomo- differentiated pricing strategy….idea has kept itself away and has maintained its own pricing strategy all through. difficult to beat a competitor on network bases then it would be comparatively easy to snatch the customers on bases of some schemes like limited free calls, sms at 10 paisa etc. As a result of increasing efforts to expand market share and profit level, telecom operatorshave developed several strategies including “price war”. These had led to series of drops inmobile phone installation fees, call rates and free Short Message Services (SMS).
Most of the promotional activities emphasize and revolve around this basic slide….Bsnl and reliance…..you can hve a look
Airtel concentrates on connecting, bonds and relationships …idea addresses many social issues through their ad campaigns..aircel goes the causal way…docomo campaigns concentrate on empowering customers
Airtel emotional tap…they’re back with their trademark Jingles in jotera who mera after the one by ARRThey make u think and place the their idea at the endReliance uses storytelling in their adsAircel uses its cricket connect and verbal information on plansDocomo ads are the tata way- value is wat you payBill board adv in major cities…Large hordings…bus stops…and on the dividers
All xceptbsnl sponsor for sportsevent!cricket!.......small stalls popping up and selling sims…though u think it’s a promotion..mostly its just done to achieve targetsPromotional alliances in movie trailers to download ringtones and caller tunesAircel and tataindicom are famous for thisAll the players are present in social networking sites….how far they are effective- Mr. Kaushik and Miss. Uma can answer u on this
Abhisheik…though ads and promtions play a considerable role in developing brand awareness and brand image,,,they seldom influence buying…..WOM seems to be the most influencing factor…the only factor that influences wom is QoS….so…wat are the factors that influence Qos
Abhisheik…
These are the rankings of the companies based on their scores…Reliance lags far behind in reliability……due to its improper billing…….
Airtel and vodafone have Special Customer relationship centres and help centres in all the important cities……though it would increase the no. of calls a customer care number can be established to talk directly to the CC executives…imstead of going through all those lengthy option typing busines….
All the companies try to provide assurance…but airtel tops the list… people are not hesitant to even deposit their money in the airtel money services-that’s a big acheivement for a mobile service provider……
With so much of crm initiatives and technology…when I contact a customer care executive……why cant they answer my call starting- hello Mr.sorupan…how may I help u sir!!!! This a touch point to enhance customer experience…..Maybe that can happen in future….
These are directly related with the brand image…..and ofcourse everybody tries to excel……except BSNL
The very purpose of a mob phone is to talk wherever and whenever u want to talk…….a lot of people changed their numbers when we were in lecture hall complex just because they were not able to stay connected to their loved ones during the class hours!!!
The reliability and validity was checked….it also has a good fit/////all the components have a significant influence on the service quality….It was also revealed that dimension of Network Quality was the best predictor of service quality in thetelecom sector and is followed by Responsiveness and others factors. Network quality had themost important positive impact on customer perceived Services quality.
Voice messages were launched in india thinking that it would be a great hit….but indian customers are hesitant towards such service!!!Many institutions did not agree to contribute to the concept of Vodafone delights…which led to its failureIdea has entered into an alliance with vodafone to enhance its network coverage….but the calls are not charged as per the standard plans when they are in the signal tower range of vodafone…Some companies like idea provide doorstep bill collections for postpaids…..many customers dodge these service personnels…and also default on their payments….