TELEGRAM

MESSENGER
UNDERSTANDING
BELIEFS, ATTITUDES AND
WORKING OUT A
STRATERGY

ASSIGNMENT # A 317
SUBMITTED TO: Kavita Iyer
Maam
Ashwin Ankita Kadambari Samah
HL Chawla Zokarkar Kocchar

1646 1631 1731 1635

Batch Batch Batch Batch
2019 2019 2019 2019
 WHY WE CHOSE TELEGRAM?
As attitude change and understanding beliefs was our primary concern, we
wanted to chose a brand/service with strong USPs and clear edge in its
category.
Telegram has a technical advantage over its competition and due to a large
amount of stratified userbase on WhatsApp(its primary competition),
people do not know / know very little about this convenient and reliable
alternative.
Our goal is to understand the consumer psyche for Telegram and to analyse
and use the data that we have collected to make inferences on what
approach can be taken to enhance user activity and engagement for the
app.
Due to its strong backing and support, telegram is a highly sophisticated
application and has multiple attributes and features that set it apart and
give it a competitive advantage.
TELEGRAM ALLOWS YOU TO:
Telegram vs WhatsApp
Unlike WhatsApp, Telegram is a cloud-based messenger with seamless sync. As a
result, you can access your messages from several devices at once, including
tablets and computers, and share an unlimited number of photos, videos and files
(doc, zip, mp3, etc.) of up to 1,5 GB each. And if you don't want to store all that
data on your device, you can always keep it in the cloud.(unlimited cloud
storage)

Thanks to its multi-data centre infrastructure and encryption, Telegram is faster

and way more secure. On top of that, Telegram is free and will stay free no
ads, no subscription fees, forever. ( WhatsApp might charge in few countries
in the future)

The API is open, and we welcome developers to create their own Telegram apps.
This allows for concierge services and in chat games.
 Telegram allows you to send files of any type
and extension.
It also has the option of sending uncompressed
images.
All these features are just the tip of the iceberg.
With its fluid and user-friendly UI and array of
features, it definitely makes up for an interesting
service to analyze.
 Strategy
Tipping Point
Incorporation of the Law of
Diffusion of Innovators
Mass market success can be attained when
you achieve The Tipping Point.
The innovators (2.5% of customers) and
early adopters (13.5% of customers) are
unsaid brand ambassadors, they believe in
the brand.
Strategy
The early majority (34% of customers) rely on the reviews and
experiences of the above before making a move themselves. Hence,
getting strong favorable opinions/feedback from them is vital to develop
an overall positive attitude.
Adding exclusivity:
Using data analytics to identify innovators and early adopters
Providing them with specific incentives to keep them associated with
the app
Having them act as influencers who can direct positive behavior of
early majority
Example: Say A is an
innovator, B is a part of the
early majority
A needs to share a large file
with B, and invites the latter to
Telegram to view it.
We thus direct traffic towards
the app, provide the new user
with a pleasant experience,
and reward the influencer.
Viewing the two questions paralelly, we see that the
line of diffrence between the both of them is the
availability of features. This determinant decided the
change in responses of our target audience as well.

This showcases the amount of importance the

respondents give to each attribute they were offered
in the second question. Thus applying the principles
of the Fishbein Model it can be noted that while
advertising the attributes that can be given more
importance are Security, File transfer abilities and
privacy as these attributes are valued the most.

Majority of them were ready to switch to the app with

desirable attributes and were willing to have their
attitudes changed.
Thus, telegram needs to capitalize on its features
considered desirable by its target audience to generate
a call to action
 Introspection
While communicating to its target audience,
Telegram needs to adopt the inner to outer circle
approach to market its service.
1. The brand needs to first establish its purpose;
what it believes in. This is the why factor.
2. Secondly, deciding the course of action
adopted to realize the purpose.
3. Lastly, talk about what do they deliver which
stands as a proof to their purpose and process.
The golden circle
Reason for using the Golden Circle approach
The Why factor controls the audiences behavior as they will be
convinced of the brands quality when they associate these positive
beliefs its respective purpose.
The How factor is responsible for creating awareness and gaining the
brands Share of Mind.
The What factor is essentially the end product/service the brand is
delivering.
Telegrams case
Telegrams Golden Circle

Why Thinking ahead of time , we believe in a

wholesome experience in every aspect of life

Messaging experience like none other.

Speedy, unlimited and secure.
All of this happens to? be in one app
- try it out?
Strategies for Categories of consumers
Customers loyal to competition (WhatsApp)
These are the consumers who need the most convincing hence require
a niche feature targeted at them. Telegram needs to emphasize on its
Unique Selling Proposition