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Promotional Strategy for Value Added Services (VAS

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Introduction Objective • To create communication message for VAS Statement of Purpose • Customer Segmentation for VAS • Identifying preferred VAS products • Developing effective communication for promotion Deliverables • VAS customer segments • VAS combo products • VAS promotion strategies .

Stages involved Customer Segmentation Identifying various factors that influence consumer behavior Creating effective communication for the identified segment using the various factors identified .

Stage 1: Segmentation .

Segments Identified 1 • Low VAS usage • Low expenditure on VAS • Depends on retailers for VAS related information • Mainly consists of students • Moderate VAS usage • Low-Moderate expenditure on VAS • Influenced by TV ads. newspaper ads and online campaigns • Mainly consists of students • Heavy VAS usage • Heavy spenders on VAS and mobile usage • Influenced mainly by TV and online ads • Mainly consists of working professionals 2 3 .

5:Worst) TV advertisements 2.22 Newspapers & Magazine Advertisements 2.8 Posters & Banners 3.62 .44 Direct selling by Retailers 3.75 Online Advertisements 2.Rating of Promotional Channels Channel Average Ranking (1: Best.

07 % 63.29 % 21.83 % 26.06 % 0.VAS usage & awareness level I have used this feature I am planning to use this feature I am aware of this feature but have not used it nor planning to I am not aware of this feature SMS Wallpaper Download 97.72 % 7.01 % 9.77 % 2.48 % 42.81 % .14 % 28.16 % 16.61 % 34.81 % 5.62 % 2.04 % 31.43 % 32.29 % 28.62 % 3.42 % 60.10 % 13.77 % .72 % 3.99 % 47.45 % 63.90 % Healthcare Information 10.17 % Music Download Video Download Social Networking News Updates Ticket Booking Financial Transaction 26.58 % 20.14 % 20.99 % 43.03 % 63.67 % 30.25 % 1.04 % 40.

Stage 2: Identifying various factors that influence consumer behavior .

Methodology Prepare questionnaire Conduct Survey Identify the various consumer behavior factors .

Sample Description Demographics Location • Students • Working Professionals (2535 years) • Working Professionals (3550 years ) • Working Professionals (>50 years) • Kharagpur • Kolkata .

Factors Influencing Consumer Behavior that will be studied Motivation • Needs • Goals Beliefs • Type A (Primitive) • Type B (Primitive) • Type C (Authority) • Type D (Peripherals) • Type E (Inconsequential) Attitude • Towards present operators • Towards other operators • Towards VAS Personality Traits • Need for Cognition • Self Monitoring .

Stage 3: Creation of marketing communication .

Preparation of the communication message Preferred VAS products Segments Identified consumer behavior factors Marketing Communication .

Thank You!! .