Review of various Brand Engagement

strategies practiced by GSM mobile service

providers in India.
EPGDIB: 2010-12
Subject: Marketing Management
Group No: 5
Team Members
Sandeep Kakkar
Inder Mohan Singh Uberoi
Inder Pal
Amit Saini
Kartik Jalan
Snigdha
 An Era of Growth

2010
• World’s fastest growing
telecommunications industry

• 2nd largest telecommunication

network

• 15 million subscribers added

every month

1991
 An Era of Change

2010
Necessity
Choices
1991 Options
One of the Players
Luxury Using Services
Monopoly
Limitations
One Player
Calling

POOR CONSUMER I AM THE CONSUMER

 An Era of Fight

2010
Fight for
1991 TOM Recall
Acquiring space
No Advertising
No promotions

Fight To Engage Consumer

IN Brand
FOR Brand
WITH Brand
 Defining Brand Engagement
• Brand engagement is the interactive process of
moving the customer forward, to a stronger sense
of self, and to a higher plane of being and doing.
• The goal of brand engagement is to create the
customers who will drive the business forward.

• Brand engagements are platform engagements.

This means advancing customers into new creative
realms–and markets–where they can add value
back to the brand, and where competitors can’t
follow
 Defining Brand Engagement
Concluding

Involving the consumers in the brand

By making them do things which they
get used to.

Which automatically
DRIVES BUSINESS PROFITABILITY
 Why Engage - The Challenges
• Highly competitive market with more 15 operators
across the country.
• Acquisitions to Retention.
• Dipping Revenue both urban and Rural
• Effective subscriber growth-Increase in customer base
which corresponds to high revenue market share (RMS)
• Mobile number portability (MNP)- The BIG Challenge
• The 3G roll out.
• Dipping call rate per minute to per second

HUNT IS ON FOR BIGGEST BRAND DIFFERENTIATORS

 Meeting Business and Market
Challenges
• Increase rural penetration.
• Data Segment-Voice contributes to 80% of total
revenue and data amounts to only 20%.
• More quality service-MNP will force the service
provider to improve their quality to avoid loosing
subscribers.
• Horizontal integration leveraging the present
channels eg - Airtel digital TV.
• More scope in content related services since
consumer is influenced by local culture.

BUT HOW TO CUT ABOVE THE REST TO MEET THESE

Chosen Mobile players to review
Brand Engagement strategies…..
 Brand Engagement strategies by
AIRCEL
• AIRCEL – A Brand targeted to youth.
• Communication is young
• Engage consumers at all possible touch and
need points.
– Social Media
– Technology Needs
– Surfing Needs
– Style Quotient
 Brand Engagement strategies by
AIRCEL
Blyk- Its just not a service
– Pocket internet
– 3G services
– Pocket Apps
 Brand Engagement strategies by
AIRCEL
Pocket Apps- A collection of free and paid apps
 Brand Engagement strategies by
AIRCEL
Pocket internet
Brand Engagement
 Brand Engagement strategies by Idea
• IDEA – A Brand targeted towards all
• Communication: Issues of Social Importance and
being the change leader.
• Engage consumers by highlighting themselves as
socially responsible brand and enlightening citizens .
• Engage consumers at all possible touch and need
points.
– On line promotions
– Social media
– On ground activities
Brand Engagement strategies by IDEA
CELLULAR
• The various activities to engage the customers
are…

– Connecting idea on social networking site

facebook.
– College activation program-Campus ka Sirji.
National inter school skill fest for saving paper.
– Language Translation portal
 Break the language barrier

Print
Glance at Telecom Statistics
 Indian Mobile Telecom Industry-An
Overview (contd)
• Total market size-in terms of subscriber base
A) Indian GSM cellular Industry-An overview
 Indian Mobile Telecom Industry-An
Overview
• The Indian Telecommunications industry is the world’s
fastest growing telecommunications industry with
742.12 m telephone subscribers and 706.69 m mobile phone
subscribers.
• 2nd largest telecommunication network in the world in
terms of number of wireless connections after China.
• About 15 million subscribers added every month.
• Mobile Tele-density - No of mobile phones per 100 people-
– Rural tele-density -21
– Urban tele-density 110
B) All India GSM cellular subscriber base.

As on 31st December 2010 the total subscriber base

is apprx 700 million.
Rural Urban Market segmentation
• GSM Rural Subscribers as % to GSM
Subscriber Base
Rural Urban Market segmentation
• Tele density-Urban and Rural
• Top 5 GSM players in India and their market
share.
1)Airtel
2)Vodafone
3)Idea
4)BSNL
5)Aircel