ALWAYSLOCA L Eric Lee Eric Lemay Léa Leduc Berryman Sharon Luk Sarah MacKay.
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Transcript of ALWAYSLOCA L Eric Lee Eric Lemay Léa Leduc Berryman Sharon Luk Sarah MacKay.
ALWAYSLOCAL
Eric Lee
Eric Lemay
Léa Leduc Berryman
Sharon Luk
Sarah MacKay
AGENDA
The product Marketing Profile Marketing Mix Financial Analysis Foreign Entry Implementation
THE PRODUCT: ALWAYSLOCAL
New Add on for Rogers Wireless plans New SIM card technology
Two Canadian phone numbers on one SIM Card
Double the minutes on customer’s existing plan Local and long distance minutes
SWOT ANALYSIS
MARKET PROFILE Market Profile
Canadian wireless telecommunications services valued at $15 billion dollars
21.5 million subscribers Average of 400 minutes of monthly talk Growth in demand/value:
Mobile subscription has risen 10.8% annually between 2003 and 2008 6% of Canadian households own only cell phones (20%
increase in 2 years) 75% of Canadian households have a mobile subscription
Saturation point has not been reached
Euromonitor. (2009 January 20). Consumer Lifestyles. Retrieved October 25, 2009, from Global Market Information.
MARKET PROFILE
Market Share ComparisonRogers Communications : 37%BCE inc. : 30.3%Telus Corporation : 28.6%
Fixed-line telephony (traditional landlines)Voice over Internet Protocol (VoIP)
•E.g. Skype
Datamonitor. (2009 July). Wireless Telecommunications services in Canada – Industry. Retrieved October 22, 2009.
CONSUMER PROFILE Target market
People who make a lot of long distance calls
1. University students
• 73% of cell phone owners are in 18-34 age group• High spenders:
• Cell phone bill between $41 to $50 monthly• To compare, an average bill is under $36 monthly• Spend 81% of their disposable income on communications
• Supported by baby boomers (parents)• 57.5% do not pay for their own cell phone bills
PMB Online. (2009a Spring). Business Travel. Retrieved October 30, 2009, from Print Measurement Bureau. PMB Online. (2009c Fall), Occupation. Retrieved October 30, 2009, from Print Measurement Bureau.
CONSUMER PROFILE
2. Commuting business professionals
7.4% of cell phone users 20% of Canadians between 20-64 travel on business 5% travel over 5 times a year
High spenders: 43% spend between $36 to $50 per month on cell phones
CONSUMER PROFILE
Amount of Canadians in University
Amount of out of province students
Total Canadian out of province students
978,480(Statistics Canada 2009b)
12% 117,417.60
Number of Canadians Business travel over 5 times a year
Total frequent business travelers
33,843,873 (Statistics Canada 2009a)
5%(PMB Online 2009c)
1,692,193.65
Students and Commuters
Rogers Market Share
Canadians who have cell phones
Total target market
1,809,611.25 37%(PMB Online 2009b)
61.30%(PMB Online 2009b)
410,438
MARKETING MIX: PRICE
$45 monthly service fee with Canadian
Long distance Saver 125
$45 monthly service fee with AlwaysLocal
Cost of the add-on $15 $5
Short distance minutes 400 0-800
Long distance minutes 125 0-800
Monthly bill $60 $50
Cost per long distance minute
$0.12 $0.02
Cost per additional long distance minute
$0.35 $0.35
MARKETING MIX: PRODUCT
High switching costs
Low switching costs
Expensive
Cheap
Frequent traveler
Infrequent traveler
Long distance use
Short distance use
AlwaysLocal
Nationwide 30 (Telus)
200 Canadian Long distance (Bell)
My5 Local calls (Rogers)
Product Positioning map
DISTRIBUTION
Sell directly to customers Online
Purchase as an “Add-on” to existing plans Pick up SIM card in Rogers retail stores
In-stores Product offered in all Rogers stores (35 000)
PROMOTION
Advertising accounts for 11% of revenue
Promotional goals
Educate about the new concept
Promote the feature to Rogers/non-Rogers customers
Retain existing AlwaysLocal users
Remind target audience of corporate reputation
PROMOTION – COMMUNICATION FRAMEWORK
Framework consisting of communication guiding principles to consistently and effectively convey key messages to potential and existing AlwaysLocal customers through the various promotional initiatives.
Principle Description
Provides new information (Introduction Phase)
The launch of a new product or concept especially requires a concise and simple description to inform the customer of its benefits; a more thorough explanation should always be readily available (in-store and online)
Promotes the benefits in a persuasive manner
The various advertisements and promotions need to emphasize the benefits and tailored in a way to get the best response from the target audiences (i.e. students, business travelers, etc.)
Explains the difference between AlwaysLocal and similar long distance plans
Rogers is required to stress that this new feature allows a customer to call to/from two specific destinations and not everywhere in the world, but for a lower price; this differentiates this feature to long-distance plans.
Emphasizes the minimal efforts for the customer
It is essential to highlight no switching costs and the simple feature-adding process to create a favorable perspective of this new concept.
PROMOTION – MEDIA CHANNELS
AlwaysLocal – Decision factors Specific/small target market Relatively low potential profit margins
• Essential to keep advertising costs low to maintain profitability
TELEVISION Emphasize corporate reputation
• I.e. Best signal, GSM network, largest Canadian network
Introduce new phones/plans
Conclusion Too expensive to advertise AlwaysLocal using television advertisements Not suitable to solely advertise a feature with low profit margins
PROMOTION – MEDIA CHANNELS
RADIO Hard to introduce a new technology and concept over a short period of time Not a conventional corporate media channel No visual element to effectively explain the function of the SIM card Does not constitute an effective media channel to target a specific audience
AlwaysLocal target market is specific
Conclusion Radio is not yet an effective promotional media channel for AlwaysLocal
• Potentially rewarding once AlwaysLocal concept is mainstream
PROMOTION – MEDIA CHANNELS
NEWSPAPER/MAGAZINE One-time exposure; lack of sustainable exposure Not a conventional corporate media channel Does not constitute an effective media channel to target a specific audience
AlwaysLocal target market is specific
Conclusion Newspapers and Magazines do not offer Rogers a sustainable advertising
option for AlwaysLocal
PROMOTION – DIRECT MARKETING
IN-STORE Promote AlwaysLocal feature through informative signage Inform the customers through face-to-face explanations and pamphlets Drive sales of the feature to new and existing Rogers customers
Identify customer behaviors to offer feature to individuals with high long-distance charges
INTERNET Promote the feature on the Rogers website Option to add the AlwaysLocal feature upon subscribing to all phone plans E-mail to all Rogers customers to promote new feature Tailored communiqué will be sent to all Rogers customers with high long
distance charges to promote AlwaysLocal AlwaysLocal will be advertised on Facebook
Essential to attract specific target markets
PROMOTION - OTHER INITIATIVES
SALES PROMOTION New/existing AlwaysLocal customers can get the feature for 3 months free
upon satisfying the sales promotion condition
Condition: Refer 10 individuals to add the feature on their phone plan Promotion will be advertised on the Rogers website, in-store and on
university/college campuses
PUBLIC RELATIONS : UNIVERSITIES AND COLLEGES Gain exposure at campus events
Especially at the beginning of semesters Expose feature in campus newspapers and communications
i.e. Articles on how to save money as a student
FINANCIAL ANALYSIS
Possible new technology costs Would include SIM card technology and cell phone
software $1 million $3 million $5 million
BREAK EVEN ANALYSIS ($1 M TECHNOLOGY)
92,241 Subscribers ($6,278,708 in Revenue)
1.20% of Rogers customers
22.47% of Targeted Rogers customers
0.445% of Canadians who own a cell phone
BREAK EVEN ANALYSIS ($3 M TECHNOLOGY)
125,574 Subscribers ($6,278,708 in Revenue)
1.64% of Rogers customers
30.60% of Targeted Rogers customers
0.605% of Canadians who own a cell phone
BREAK EVEN ANALYSIS ($5 M TECHNOLOGY)
158,908 Subscribers ($6,278,708 in Revenue)
2.07% of Rogers customers
38.72% of Targeted Rogers customers
0.766% of Canadians who own a cell phone
FINANCIAL ANALYSIS - $1M TECHNOLOGY COSTSRevenue
Price Per annual Unit $ 60.00
Number of total units sold 205219Net Sales $ 12,313,137.83
Expenses: Variable Costs
Price Per unit (SIM card) $ 15.00
Cost of Goods Sold $ 3,078,284.46 Contribution Margin $ 9,234,853.37
Expenses: Fixed Costs
Advertising Expenses $ 1,456,166.05
Cost of Technology $ 1,000,000.00
Total fixed costs $ 2,456,166.05
Profit Year 1 $ 5,322,521.27
FINANCIAL ANALYSIS - $3M TECHNOLOGY COSTSRevenue
Price Per annual Unit $ 60.00
Number of total units sold 205219Net Sales $ 12,313,137.83
Expenses: Variable Costs
Price Per unit (SIM card) $ 15.00
Cost of Goods Sold $ 3,078,284.46 Contribution Margin $ 9,234,853.37
Expenses: Fixed Costs
Advertising Expenses $ 1,456,166.05
Cost of Technology $ 3,000,000.00
Total fixed costs $ 4,456,166.05
Profit Year 1 $ 3,322,521.27
FINANCIAL ANALYSIS - $5M TECHNOLOGY COSTSRevenue
Price Per annual Unit $ 60.00
Number of total units sold 205219Net Sales $ 12,313,137.83
Expenses: Variable Costs
Price Per unit (SIM card) $ 15.00
Cost of Goods Sold $ 3,078,284.46 Contribution Margin $ 9,234,853.37
Expenses: Fixed Costs
Advertising Expenses $ 1,456,166.05
Cost of Technology $ 5,000,000.00
Total fixed costs $ 6,456,166.05
Profit Year 1 $ 1,322,521.27
FINANCIAL ANALYSIS: CONCLUSION
Technology is not very complicated Change SIM card formatting to roam simultaneously in
two networks Ample space for another phone number since SIM
cards hold address books, pictures and video Software already exist for dual SIM card phones Decide $3 Million is reasonable
All break downs are profitable in the first year if Rogers upgrades over 160,000 of its existing customers Only 2.1% of their existing customers
FOREIGN ENTRY POTENTIAL
Country: Germany Extensive transportation infrastructure Protection of intellectual property Currency
Entry Strategy: Licensing agreements with German firms for the new SIM card technology
IMPLEMENTATION
DEVELOPMENT/DISTRIBUTION Technology facet already completed
Quality control testing was completed successfully Rogers has secured distribution rights for AlwaysLocal SIM cards technology
IDENTIFICATION PROCESS Instill a process to identify customer behavior in customer accounts
Identify customers with high long-distance charges Automate process that will offer AlwaysLocal to customers enrolled in long-
distance plans (i.e. Long-distance Saver 125)
Goals Strengthen customer loyalty by helping Rogers customers save money Identify new behaviors to better direct R&D in developing new services for the
new SIM card technology
Timeframe: March - July
IMPLEMENTATION
PRODUCT LAUNCH Planned for next back-to-school
period Important spending period for
students; especially non-local students
Collaborate with universities to include the feature in campus publications and events
Online initiatives to advertise AlwaysLocal on the website and through e-mail
In-store informative signage and active selling to new and existing customers
IMPLEMENTATION
PRODUCT LAUNCH
Sales Promotion Advertise on campuses, online,
in-store, by mail (with monthly phone bill)
Create process to record referrals in respective accounts
Goals Create demand Gain quick brand exposure Attract non-Rogers customers
Timeframe: August to November (4 months)
ANY QUESTIONS?
BIBLIOGRAPHY Burns, Enid. (2006 August 25), Teen, College students are most active cell phone users. Retrieved November 1,
2009, from http://clickz.com/3530886.
Datamonitor. (2009 July). Wireless Telecommunications services in Canada – Industry. Retrieved October 22,
2009.
Euromonitor. (2009 January 20). Consumer Lifestyles. Retrieved October 25, 2009, from Global Market Information.
Heller, David (2009 January 29), Grad school applications increase. Retrieved October 26, 2009, from http://media.www.gwhatchet.com/media/storage/paper332/news/2009/01/29/News/Grad-School.Applications.Increase-3603379.shtml
K, Hercules. (2009 October 6), CDMA carrier Bell and Telus to launch iPhone in Canada. Retrieved October 25, 2009, from http://business2press.com/2009/10/06/cdma-bell-telus-to-launch-iphone-canada/
PMB Online. (2009a Spring). Business Travel. Retrieved October 30, 2009, from Print Measurement Bureau.
PMB Online. (2009b Fall), Cell phones, smartphones, Hhld Organizers. Retreived October 25, 2009, from Print Measurement Bureau.
PMB Online. (2009c Fall), Occupation. Retrieved October 30, 2009, from Print Measurement Bureau.