Telecom Industry Connecting the World

PRESENTATION PLAN
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Industry Scenario Major Players in the Industry Four major Players in the industry Mediums of Advertising being used by the players Positioning Strategy Analyze the Advertising Objective Basic Purpose Recall Persuasion Model AIDA

INDUSTRY SCENARIO
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The Indian Telecom sector is third largest network in the world. Subscriber numbers already crossed 250 million. Average growth rate of over 40% in respect of subscribers. Monthly additions of above 7 million phones. Growth impetus from wireless segment with 84% wireless and 16% wired.

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National teledensity at 26%. Rural teledensity stands at 7%, while the urban at 57%. Further access is provided by 54 lakh PCOs and 5 lakh VPTs. 9 million Internet and 2.5 million broadband subscribers. More than a thousand cities have been provided with broadband connectivity out a total of five thousand cities

MAJOR PLAYERS IN DIFFERENT SEGMENTS OF INDIAN TELECOM INDUSTRY
Basic Services Operators
BSNL Airtel MTNL Reliance TTSL Vodafone Idea

GSM Services Operators

Reliance BSNL

Internet Services Operators
BSNL MTNL Reliance

CDMA Services Operators
Reliance

TTSL TTSL BSNL Airtel

BHARTI AIRTEL

One of the Asia’s leading integrated telecom service provider has pioneered several innovation in the telecom sector

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Bharti Airtel spend around Rs 170 Cr as Advertising Budget Major share goes to TV around 55% rest divided among the other mediums like Print. Digital & Outdoor

Airtel conducts various sponsored events like airtel Champions League Twenty20 which adds up to their Brand Image

VODAFONE

Vodafone Essar is the Indian subsidiary of Vodafone Group, It is the International mobile communication group

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Vodafone spends around Rs 200 Cr as an advertising Budget Heavy spend on commercials i.e 65% The Two iconic characters Vodafone Puppy & Zoozoo series has generated a firm Brand Image

The recent sponsored event in colors “Big Boss” by Vodafone

BSNL

BSNL is the World’s 7th Largest telecommunication company providing comprehensive range of telecom services with a wide network

Only service provider making focused effort to bridge the Rural Urban Digital Divide

BSNL commercial with “Deepika Padukone” has increased its recall factor

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BSNL is moderately present in Print, digital & outdoor They to follow the Sponsorship approach to increase the Brand awareness

TATA INDICOM
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India’s leading Telecom Service provider A Part of Tata Communications Ltd Tata Indicom releases around Rs 120 Cr as an advertising Budget

Heavy spent in Commercials & moderately in print, digital & outdoor

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Listing out the Benefits approach didn’t work Tata Indicom repositioned itself with an emotional appeal ex- Suno apne dil ki Awaz & Kashmir Campaign

As Sponsors there visibility is less

OVERALL TV SPENT
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TV ad volumes have seen growth of 29% during Jan-sep 09 High advertising share of 'food & beverages' sector on TV during Jan-Sep '09 'Toilet soaps' was the top category on TV during Jan-Sep '09 Telecom services occupies 4th position with the 5% share 'Hindustan Unilever Ltd' occupied the top position in the top 10 advertisers list on TV during Jan-Sep '09

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OVERALL TV SPENT BY TELECOM

Telecom sector has seen a decline of 16% in TV ad volumes during Jan - Mar '09 compared to Jan - Mar '08

High share of 'telecommunication services' advertising on TV during Jan-Mar '09

'Sony Ericsson (India)' was the top advertisers under 'telecommunication equipments' and 'Bharti Airtel Ltd' leads in 'telecommunication services' advertising on TV during '09

Virgin vGlide Phones (slider) topped the chart of new 'telecommunication services' advertised on TV during Q1 '09

TOP FOUR ADVERTISERS OF TELECOM SERVICES
ADVERTISERS Bharti Airtel Vodafone BSNL Tatateleservices Others % SHARE 31% 21% 12% 12% 24%

CELEBRITIES ENDORSMENT IN TELECOM

OVERALL PRINT SPENT

Print ad volumes has seen decline of 2% during Jan-Jun ’09 compared to Jan-Jun’08

‘Education’ was the top sector in Print advertising during Jan-Jun ’09

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Service industry contributes 11% BSNL ranks 5th among the top advertisers in print advertising

TOP ADVERTISER IN PRINT

OVERALL PRINT IN TELECOM

‘Telecommunication Services’ with 82% share leads in Telecom Sector advertising in Print during Q1 ‘09

‘Bharat Sanchar Nigam Ltd’ was the top advertisers of ‘Telecommunication Services’ in Print during Q1 ’09

Sales Promotional Ad campaigns accounted for 44% share of overall ‘Telecom Sector’ ads in Print during Q1 ’09.

TOP 5 PLAYERS IN TELECOM SERVICES

ADVERTISING OBJECTIVE
BASIC PURPOSE
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Increase the Brand loyalty Constant focus to spread awareness Price War among the players to persuade the customers to shift

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Identify the requirements among the customers Constant creative change Introduction of various schemes & offers

ADVERTISING OBJECTIVE
Recall-Persuasion-Relationship model
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Awareness of various telecom services are present Heavy spent on TV with the Celebrity icon makes the comprehension very easy

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This builds Brand Attitude too This helps the Target group to persuade based on the information available from the memory

Recall of the brand must identifies the purpose of the Brand

Thus this there is HIGH INVOVEMENT SITUATION

ADVERTISING OBJECTIVE
AIDA ATTENTION
Identify the specific requirement or create a need through the creative's

INTEREST
Creative in relation to the customer need or favourite celebrity endorsing the Brand showcasing the features

DESIRE
Provide customers with “Value for Money”

ACTION

Buy

POSTIONING OF EACH PLAYER

Airtel “Express Yourself” has created an emotional appeal among the customers especially with the association of Saif & Kareena The “Couple” factor has increased Vodafone with its Puppy has made its positioning “will follow wherever you go” very clear, thus recall factor has been generated BSNL with its celebrity icon Deepika Padukone, has generated a wide appeal among the customers, with a strong message that “We are a long time player” Tata indicom earlier positioning “Do more live more” didn’t make that good impact, so they moved on to “Let me tell you the benefits ” approach with actress Kajol as the Brand Expert, In the present scenario they have taken more emotional appeal”Suno apne Dil ki Awaz”

Thank You

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