This action might not be possible to undo. Are you sure you want to continue?
adoption and revenues have moved centre stage in communication service provider strategies. Success here has seen incredible growth in data traffic, something that is set to accelerate according to most analysts. Growth is being driven by multiple factors, not least of which is the convergence of services, devices, and technologies. Equally operators have facilitated this growth by upgrading their networks, subsidizing more powerful devices and attractively pricing data plans. The simplicity and attractive price point of flat-rated data plans has encouraged mass adoption of high speed internet connections. Low network access prices for end-users are essential to the business models of content providers as well as the device manufacturers on whose devices the content is provided. But what is becoming apparent is that flat rate or ‘unlimited’ data packages are unsustainable. The cost of serving these data hungry customers and the money earned have started to diverge – for many operators the cost of meeting the data needs has become too high. Operators are now faced with several strategic questions. Not the least of which include how to profit from data growth, how best to manage finite network resources, and how to be central to the customer experience. The good news is that we as a Mobile operator can systematize the instinctive capabilities of our network and Billing system, to create value by introducing new services and data plans using Policy Management. Policy Management allows us to flexibly configure and re-imagine their services, by enabling them to fine-tune and segment their offerings around: Data Volumes; Timeof-day conditions; Application type; URL/Domain, Protocol; Location; Content categories etc. So our marketing plan is to introduce Ncell user with Variety of Data Package which they can subscribe on their requirement basis. This will help us to provide our customer with multiple choices in value added Mobile data service and good customer experience. As our initial marketing map we have planned to introduce two different products for two different target markets.
Market Review Trends overview: . 2.1. These two products are internet service scheme which Ncell subscribe can activate from there handset or Ncell Data card. And as an operator it will allow us to efficiently manage our internet pipe to generate revenue without investing more on internet backhaul bandwidth. This scheme will allow them to use internet and browsing as per there requirement but pay smartly for the service. youths. Smart Internet: this is targeted to students. Corporate Internet Ncell: targeted for Business oriented market and corporate houses. and house wife’s and business women for age of 13 to 50.
Which is Hugh enough to kill any Mobile data operator’s network. Services.5 % of total data traffic by 2015. out of which mobile video would be 66. we can see below that by 2015 . Handsets and the Business Models around Mobile Internet are evolving at extremely fast pace .As per the research done by Cisco for trend analysis of mobile data traffic. Contributor to the growth of such a huge amount of mobile internet traffic are Classified as below.6 million Terabyte per month. demand for Mobile data traffic will reach 0. .Changing Mobile Internet Landscape Applications.
Gaming are growing exponentially in the internet world. but generate over 50% of global mobile data traffic as shown below. On the other hand Penetration of Smart phones is increasing. Introduction of more and more smart phones in the market.These Enhanced Services such as Video. Smart phones are less than 10 % of all handsets. P2P file sharing. . contributing to the data growth. introduction of USB dongles are the main contributor to amplify the demand of more and more internet bandwidth. changing trends of using internet data.
So we have focused this marketing scheme to increase our revenue as compared to data usage.Study of our data trend also shows that. . Data volume requirement is very high whereas increase in revenue as compared to the increase in data usage is very low.
Market segments In order to increase revenue base with current capacity. we have segmented Mobile data user market into two segments. after investing lot of time and resources in market research. . it is prepaid subscriber base. and house wife’s and business women for age of 13 to 50. This target market is price sensitive where they use social networking sites. We have designed scheme for this target customer named as Smart Internet: this is targeted to students. This market segment poses impulsive internet using behavior. Target market Our marketing scheme Target these two market segment to generate revenue and enhance good customer experience. Our Primary Market Segment is prepaid users as mentioned earlier it covers more than 70% of our subscriber base in terms of internet usage and revenue. This segment is highly price sensitive. One is corporate users. online gaming and various chatting sites. This will increases internet using behaviors and provide flexible and manageable options for mobile internet users. But if they use other website besides selected one they should pay as per our normal data plan. so subscribe can buy this bundle named “smart internet”. brand and service. Since prepaid segment is the biggest source for us to generate revenue in terms of Quantity we have designed our product based on specific requirement of both the segment. which consists of their five favorite sites with Wikipedia free for students except streaming traffic and they can pay certain amount at the beginning of the month and use unlimited service for one month’s but only for their favorite web site. whose internet using behavior is more of constant type and this segment is not too much sensitive towards price where as highly sensitive towards quality. video streaming. mailing sites. On the other hand our big chunk of the market is next segment which covers more than 70% of our subscriber base. youths. So in this product of ours “Smart Internet” we are going to bundle these sites in one.
brand and service and they are our reference group for brand promotion. downloads of attachments. application download and sports sites including social networking sites. whose choice for internet consists of multiple corporate emails. But for other web sites which are not included in the bundle they will pay as per the normal tariff plan. So we have created Corporate Internet bundle for this segment targeting corporate subscribers. . 2 sports site. stock updates. news sites. This bundle is also same as pay per site as described for primary target market. So our product consists of bundle of one corporate email. These subscribers are highly sensitive towards quality. two business sites. So when corporate subscriber purchases this bundle they will pay certain amount at the beginning of the months and use unlimited service included in bundle for one year.Our secondary target market would be corporate subscribers. social networking site and on top of that complementary stock update daily. push mails.
they make for both a high value offer and a driver of revenue. Competitive edge of this scheme is. and enable a subscriber to gain access to services at a more .Competitive Review With this marketing scheme we have analyzed that we can change the trend of charging flat rate data plan. Product and Business Review Customer buying trends are driving the increased importance of bundled and packaged service offerings. End users are attracted to bundles because of the price. can provide an additional source of income. convenience and peace of mind they offer. Allowing customers to bolt-on packages. Of particular interest to pre-paid subscribers. but without changing their payment plan. it will definitely help us to generate revenue with the existing data pipe which reduces the cost of data backhaul by increasing the revenue. are occasions when they want to enjoy equivalent advantages to a post-paid subscriber. From an operator’s perspective.
40% savings on Internet Backhaul b. Strong marketing team to implement the plan and an expert marketing communication and customer care team to handle presales and after sales issue. Objective of this product and marketing strategy is to be innovative and pioneer in the mobile internet service so that we can gain competitive edge over our competitors in this field. Opportunities: Cost reduction a. 1. c. Control/ Management . This scheme is easy to implement in our system without hassle and complex legal formality saving both CAPEX and OPEX for implementation of new system. So we have gaps yet to be identified. So marketing communication within Ncell users will be cost effective and we have planned to attract new subscriber to Ncell through this scheme. 40% Increase in the Volume b. We do not have expert technical team who can handle technical complexity if arises after launch of the product. 50% increase in the Hits 20% increase in (ARPU) Average revenue per unit.favorable rate. 2. We can accommodate this plan within marketing budget since we will be targeting this scheme to our existing customer to encourage them to use most of our data service. 3. Combining the attractiveness of lower prices. bolt-on packages offer subscribers new value and operators’ incremental revenue. with prepaid cost control. 20% savings on RAN/Spectrum 30% optimization of image/text contents Revenue a. Strength: We as an operator already have strong technical infrastructure. Weaknesses: If we have to highlight our weakness. c. we are new with this scheme and no one has experience about this product and its marketing response.
If government body imposes restriction in such scheme as there are no rules regarding data sells restriction for Data segration service yet. And the as always Market is unpredictable and there is risk of our product getting unpopular. There is always tradeoff between price and quality and our objective is to provide valued quality. We can only compete with them in technology and quality not in price. Effective Bandwidth Management b. . if we delay in launching this concept. Customer satisfaction due to flexibility of choices for the data service 4. Since technology is changing every day. if same produce or scheme is launched by competitor then we will have hard time competing with them in price. Threats: Nepali internet market is price sensitive market. Manage Quality Of Experience and customer experience c.a. there is threat of difficulty in coping with new technology. there will be threat of failing of this plan.
. As besides young generation. having so much potential of mobile data market. Marketing objectives Marketing objective is to complement sales objective finally but besides that this scheme will provide marketing to segment the mobile internet market so that we can launch scheme based on market segmentation. Sales objectives Sales objective in this case would be to increase sales volume of existing internet resource. Even thought corporate market is small in Nepal but it is a niche market which can never be neglected so marketing objective in this case would be to find out what is the volume of this niche market and its subscribers. Goals and Objectives The main goal of this scheme is to encourage Nepali market to use mobile data at affordable and valued price. It will definitely help to increase revenue as it encourage subscriber to use mobile internet. This will also provide our sales additional tool to sell Ncell services to new subscribers. Value added services are always of choice by subscribers besides voice and SMS. it is not prominent as such because Nepali people are unaware of its uses and benefits. and convince customer that we have high tech solution to adopt their changing requirement. Marketing will use opportunity for Brand visibility. So our goal is to sell data scheme to as much as subscribers as possible and main objective of doing this is increase revenue by optimizing existing resources and cut down the burden of paying hug amount to internet backhaul provider as per the increase in demand of internet bandwidth. by implementation of this smart and corporate scheme.5.
This will provide our target market with Affective fulfillment for their requirement. Our product will provide them opportunity to choose their favorite web site bundle and pay less.Strategies Our Strategy is to manipulate Marketing Mix in such a way that we can get best marketing tool for our product. 1. We will use our corporate customers as a reference group and use them as pilot customers for our corporate product to get brand visibility. This will provide benefits to customers by giving matched value for their cost. brand. Ego identification As we are providing free Wikipedia browsing for students and free stock update to our corporate clients we will be creating Belongingness and social meaningfulness to our customer about our product and services and company as a whole. Positioning: By using this tool we will try to create an image or identity in the minds of our target market as defined for our product. we will present this product to our subscribers by publishing it in our official web site with the video of how to activate and use . Symbolic positions o o o 3. o 2. We will be successful in Self-image enhancement by providing innovative and high quality services at affordable price. Functional positions o Our Product will solve the problems of our customer who are paying flat rate for internet usage. We have defined each parameter as below. Experiential positions o Since our product is new in market. From marketing point of view we are creating Width of our product line which will provide options to our customers. or organization as a whole.
and house wife’s and business women for age of 13 to 50. youths. Corporate Internet Ncell: targeted for Business oriented market and corporate houses. and house wife’s and business women for age of 13 to 50. This is price sensitive market but hug consumption capacity so we have priced it as 499 per month which will give us better revenue even profit marginal value is very less. 2. This will help us to provide our customer with multiple choices in value added Mobile data service and good customer experience. Product Our marketing plan is to introduce Ncell user with Variety of Data Package which they can subscribe on their requirement basis. Pricing 1. We will publish this information in our official face book and Blogs and twitter as well as website by Provide sensory stimulation and cognitive stimulation to our subscriber. Smart Internet: this is targeted to students. And as an operator it will allow us to efficiently manage our internet pipe to generate revenue without investing more on internet backhaul bandwidth. 1. Smart Internet: this is targeted to students. As our initial marketing map we have planned to introduce two different products for two different target markets. These two products are internet service scheme which Ncell subscribe can activate from there handset or Ncell Data card. . This scheme will allow them to use internet and browsing as per there requirement but pay smartly for the service.the service. this will create a urgency among our subscriber to know and use our products. youths.
8000 dealers all around Nepal 2. to be successful promotions need to be differentiated with relevant benefits. these promotions . Communications/Promotion With pre-paid users perceived as being more value conscious. This is because what constitutes values depends on the segment. and lower customer values making traditional marketing approaches expensive. blanket promotions risk destroying value by needlessly cutting prices or offering free services without sufficient operator reward.2. But with personal data either missing or incomplete. 100 Ncell centers And subscribers will be able to activate service through SMS. Call center and through our Ecare and subscriber’s portal at our website. Corporate Internet Ncell: targeted for Business oriented market and corporate houses. This is not a price sensitive market but with less consumption capacity and very high quality sensitive so we have priced it as 699 per month which will give us better revenue because profit margin value is high comparatively. promotions play a vital role in stimulating revenue. IVR “interactive voice message”. However. USSD short code. 500 Ncell sops 3. Distribution Existing distribution channel for our SIM card and customer support will be 1.
Committing a customer to an automatic monthly recharge in exchange for a bundle of services 6. Examples of effective recharge promotions include: 1.Nayarini . Pokhara . We will Use low-budget marketing to get our message out to our customers on a regular basis.e. Action Plan and Implementation Media plan: As a marketing communication media we have decided to use Advertisement in Newspaper as primary means of communication. or flash-enabled website will quickly erode our budget and upset our marketing plans.g. Bheri .e.g. Biratnagar and Janakpur. We will place 10 big hoading Boards at main city of Nepal. and watch sales revenue grow. to reduce the cost of fulfillment 4. every time you recharge you’ll receive a credit 2. Every marketing dollar spent should produce a good return in sales . Encouraging multiple refills of an account during a defined period . maintain a balance of more than $30 and enjoy reduced voice calls 5. We will use Play cards which we will be distributing to college students and customers in Ncell center and Ncell shop. SSD etc. IVR. Recharge bonus . Television as a media tool similarly we will be using our internal media such as Sending SMS to all of our subscribers informing them about our schemes. Persuading a subscriber to maintain a minimum balance level to enjoy lower rates . A one-time radio ad blitz. and the ability to run and manage multiple promotional offers in parallel. Budget: The secret to creating a high-impact marketing plan is to optimize your limited budget.. recharge 4 times this month and have weekend sms free 3. Varying recharge rates .).i. glossy brochure..e. Kathmandu.need to be carefully crafted to be profitable. This requires the use of multiple promotional triggers.to incentivize refills that use low cost channels (ATM. We believe Expensive ad exposure does not necessarily translate to increased sales.
We will Spend time to get customer referrals on a weekly basis. find customers who are easy to identify and affordable to reach. For a low-budget high-impact marketing plan to work. We will be implementing our phase by phase Marketing plan as shown in the Gantt chat. Marketing success comes from creativity. So in our marketing plan we have included budget for marketing only. We have allocated 20% of our total marketing budget for this camping which comes around 3 million for 3 years target.Find The Right Target: A critical part of your marketing plan is targeting the right customer. These are just a few tactics and strategies we will be using to create a high-impact marketing plan on a low-budget. Forgetting the mass market and we are planning to go for small niche markets that will help us to plan our budged properly. Schedule: We will be launching it on the occasion of Christmas and New Year 2012. We will start our preparation earlier then that. This is particularly for marketing communication because budgeting for technical implementation and system up gradation will be included in budget of technical team. Assignments: 7. Make Ourself News Worthy: A mention of our company in the right media can help deliver our marketing message in a low cost manner resulting in plenty of media talk. not from having the biggest budget. Maximize Referrals: The most cost-effective method of reaching new customers is by referrals from satisfied customers. Evaluation Lead tracking systems . A satisfied customer telling others about our business is more effective than any fancy ad campaign.
• Sales reviews .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.