Sathiya Soruban.E

PROMOTION

PROMOTION

1TRADEPROMOTIONS

2PRODUCT

PROMOTIONS

3BRAND

PROMOTIONS

TRAD

E PR

OM

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ON

SProposing a new offers to attract the retailer ‘Mera Offer’ - Vodafone Currencies

‘Airtel Premier League’ - Recognition on Journals`Navrathna Retailer Contests’ –Gifts

‘Display Contest’

‘Lucky Draw Coupon ‘

Free Talktime Offers on achieving activation targets

High MarginsBoards& Banners

Retailer Meets Certificates to Display

Schemes and free outings

SALE

S PR

OM

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S “important role in retaining old consumers and attracting new ones”

BASE

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trat

egy

Segmentation

Circles

Competition

PRO

DU

CT P

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S Introductory offers………

Free Sim Cards FRC & SRC

Namma Thamizhagam Pack- Local Usages

One India Packs Free Talktimes

ISD Packs Students Packs- Nanban pack/Thala pack

Combo Packs

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

PRO

DU

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ROM

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S‘’prepaid market with low ARPU(Average Revenue per unit) and high minutes of usage(MoU)’’

Tariff plays the main role in marketing

Penetrative PricingCompetitive Pricing=>’PRICE WAR’

BRAN

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STagline USP Segment Target Position

Airtel Express yourself

Top Brand;VAS

Elite Class;corporates

YUPS Aspirational;Lifestyle

Vodafone Power to you Advertisements;VAS

Upper class;corporates;lifestyle

Students;corporates

Cheerful;Humorous

Tata Docomo Do the new Per second pulse

Middle class Students;senior citizens

Pay as per use

Idea An Idea can change your life

Low cost booster packs

Middle;upper middle class

Students;workers;labourers

Smartness

BSNL Connecting India

Govn. ; Quality

Senior citizens;conservative audience

Middle class;urban&rural

Reliable;low priced

Reliance Karlo dunia muthi mein

Handsets Lower;lower middle class

Rural, daily wagers

Confidence

BRAN

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S

BRAN

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SBitch Please …….

BRAN

D P

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S‘’Promotion Campaigns is the way to differentiate’’

Airtel - Har friend Zaroori Hotha Hai

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!

BRAN

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S• TV Commercials

-British Airways to southwest Pacific ;Jo tera hai who mera hai-Just make you think!!! get an idea-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

BRAN

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S• Sponsors

Sports..IplCommunity EventsTalent ShowsAward CeremoniesConferencesCultural Events

• Kiosks

• Promotional Alliances with movies

• Product Placement

• Social Media

‘’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)’’

Appearance of celebrities does not influence buying behavior

• Tv ads• News papers• Hoardings• Magazines• Internet

Most liked Ads

The most effective promotional tools

Most compelling medium that influences buying behavior

SURV

EY -1

Influencing Factor of Perceived Service Quality

• Reliability• Responsiveness• Assurance• Empathy• Tangibles• Network Quality

SURV

EY -1

RELIABILITY FACTORS

Perform service right the first time <Promised time <

Information communication <Accurate billing <

Reputation <

1

SURV

EY -1

RESPONSIVENESS FACTORSEasy to contact <Resolve Quickly <Willing to help <

Prompt Service <

1

SURV

EY -1

ASSURANCE FACTORS

Courteous <Safe Transactions <

Knowledgeable <Instills confidence <

1

SURV

EY -1

EMPATHY FACTORS

Individual attention <Best interests <

Flexible and Accessible <

1

SURV

EY -1

TANGIBLES FACTORS

Showrooms <Employee Neatness <

Materials associated <

1

SURV

EY -1

NETWORK QUALITY

Coverage( Highways, inside buildings, basements) <Voice clarity <

Call Drops <Peak hour calls <

1

SURV

EY -1

Most Prevalent Service issues

Airtelwrong billing ,service disconnections

Aircelservice disconnections, connectivity

Ideasim registration fails, connectivity, calldrops

Reliance wrong billing ,connectivity

Tata Docomo service disconnections

Vodafonecall drops, wrong billing, Sim Blocks

SURV

EY -1

• Cronbach AlphaModel Summary

ModelR R Square

Adjusted R Square

Std. Error of the Estimate

dimension01 .752a .723 .712 .536

a. Predictors: (Constant), Physical Evidence, Empathy, Network Quality, Reliability, Assurance, Responsiveness

Coefficientsa

Model Unstandardized Coefficients

Sig.B1 (Constant) 1.410 .061

Reliability 0.135 .015Responsiveness 0.171 .002Assurance 0.110 .032Empathy 0.095 .041Network Quality 0.276 .000Physical Evidence 0.082 .059

GAP

S• No proper research

Voice Messages-Expected to be great feature

• Not selecting the right service design and StandardsVodafone Delights

• Not delivering on standardsIdea Cellular – Vodafone signal towers

• Uncouth Customer behavior in postpaid bill payments

MATURE MARKETHIGH LEVEL OF COMPETITIONREDUCED SWITCHING COSTSOPTIONS AVAILABLEREDUCED THE TOLERANCE ZONE

Concentrate on Satisfaction and retention