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Consum

er
behavio
r

Branding

Sales
4 Ps

STP

Presented By:
Burzin Contractor (11)
Jatin Sinha(15)
Ninad Puranik(18)
Chetan Raman (44)
Rishabh Gupta(46)
Shashwat Agarwal(49)

Agenda
Industry Introduction
4 Ps (Product Price Place
Promotions)
Segmentation, Targeting,
Positioning
Market Share
Consumer Behaviour

Introduction
Second largest telecommunication network in world
Largest mobile phone user base in world
Use of both GSM and CDMA technology
18% growth expected in mobile network users
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Vodafone
Logo
Origin of the name
Voice Data Fone
Milestone
M-pesa innovation
100 million customers
USP
high quality service
4

4 Ps of Marketing

Product

Place

300 towns and 5000


villages
9800+ brand retail stores
Independent retailers

Price

Value Added Services


(VAS)
Vodafone Red Box
Digital television
Super-Fast activation

High-end post-paid
customers
Rewards to the users for the
amount of usage
Chota recharges

Promotio
n Customer Routing

The advertising with the


Zoo-Zoo campaign
Sponsors in IPL
Word of Mouth
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STP
Segmentation
Income

High
ARPU

Working
class

Nature of
Customer

Corporate

Targeting

Service
usage

VAS

Same circle

High cost
calling service
for business
users

High quality service

Youth

High cost
internet packs

Individual
Regular
users

High
income
segment

Age

Positioning

Working
executives
(30-40
years)

Flawless network

Cheap SMS
facilities for
youth

Easily available

Aircel
Logo
Slogan
The joy of a little extra/ Your world of Possibilities
Origin of the name
Air-cellular sturdy network and connectivity
Milestone
won 3G spectrum across 13 circles and BMA spectrum in 8 circles in 2010.
62.5 million customers in 2011
USP
Common man affordability
7

4 Ps of Marketing
Lenient with rates
Free calling services
Aggressive tariff packages
Penetration pricing strategy

Utility for common man


Good STD packs
Attractive group plans

Place

Covered 280 towns and


6800 villages

Price

Product

Promotion
Sponsor partners and events
Celebrities as Brand
ambassadors
Sponsors in IPL
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STP
Segmentation
Income
Labor
class
Workin
g
middle
class
High
income
segmen
t

Region
North
North
east
West

Density
of usage

Urban

Targeting
Age

15-35
years

Semi
urban
Rural

Cheap mode of
communication
People who
have value
for money

Remove
misconception that
cell phone is for
status
Day to day
commodity use

Middle and
lower class

South
East

Positioning

35 and
above

Youth
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Idea
Logo

Slogan
An idea can change your life
Milestone
IPO launched and listed on BSE and NSE
Launch of 3G in 10 circles
Tie up with Microsoft
USP
Service with some unique differentiator
10

4 Ps of Marketing
VAS ranged from INR15
to INR30 per month
Rewards to the users for
the amount of usage
Pricing penetration
strategy

Value Added Services


(VAS)
Idea Money Wallet
Mobile internet

Price

Place

Covers majorly urban


areas but has strong
holdings in rural areas
also

Product

Promotion

Sponsor partners and events


Celebrities as Brand
ambassadors
What an idea sirji

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STP
Segmentation
Income

Density
of usage

Low

Targeting

Positioning

Employment
Students

Urban

Middle
and lower
class

Smartne
ss that
comes
by using
simple
but an
unique
idea

Medium
Semi
urban

Private
business

Students

High
rural

Working
Executives

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Airtel
Logo

Slogan
Express yourself
Milestone
First Indian private fixed line service provider in India
First telecom to have all India mobile footprint
Crossed 250 million customers
USP
Good service and easily available
13

4 Ps of Marketing
Value Added Services (VAS)
Blackberry Wireless Handheld
Live portals
Make my plan

Flexible pricing mechanism based on


prevailing market conditions
Competitive pricing

Product

Place

Penetration into remotest regions


Coverage of 20 countries
Wide distributed network

Price

Promotion
Traditional print media to social
network marketing
Signature tune from A.R. Rehman
Word of mouth(2nd to Vodafone)

14

STP
Segmentation
Income
Low

Region

Nort
h

Targeting

Positioning

Social groups
Students

Social
groups

Repositioned
itself as young
energetic and
international
brand

West
Medium

High

Sout
h

Generation
X

East

Common
man

Working
Executives
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Market share
Rank

Operators Name

Technology

Subscribers
In millions
254.33

Ownership

Airtel India

GSM, EDGE,
HSDPA+, TD-LTE

Vodafone India

GSM, EDGE,
HSDPA+, TD-LTE
GSM, EDGE,
HSDPA+, TD-LTE
CDMA 2000, EVDO,
GSM, EDGE,
HSDPA+, WiMax, LTE

198.68

Vodafone Group (100%)

19.28%

Idea Cellular

175.54

Aditya Birla Group


(100%)
Reliance ADAG (67%)
Public (26%)

17.18%

Reliance
Communications

Aircel

GSM, EDGE, HSDPA,


TD-LTE

88.26

Maxis Communications
(74%)
Sindya Securities &
Investments (26%)

8.41%

101.36

Bharti Enterprise(68%)
SingTel (32%)

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Market
Share
24.38%

10.47%

Consumer behavior

17Source

: portal.euromonitor.com

Maslows Hierarchy of needs

Esteemed needs

Psychological
needs

Before

After
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Basic needs

S
ecLevels of needs
re
t
N
Delight
ee
needs
ds
Unstated need
Real needs

Free talk time


Promo Balances

Customer
Care service
Customized plans
Quality network at
cheap cost

Stated needs
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Calling plan
Internet plan

Perception Map
Network High
Coverage

Calling Rates
Low

High
Airtel
Vodafone
Aircel
Source : Online Survey

Low

Idea
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Bibliography

http://portal.euromonitor.com/portal/account/telecom/vodafone
http://www.businesstoday.in/sectors/telecom
http://telecom.economictimes.indiatimes.com/
http://www.dot.gov.in/content/telecom-policies

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Questions if any???

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