MTS Mobile

8/14/2019 MTS Mobile

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In the battle formindshare and market

share...

Abdul

Jaseem

Divya

MukeshMG

Saifudhee

nP


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Situation Analysis

New Entrant in IndianCellular Service

Poor customer attention

to brandcommunications

Least brand recall

Inability to penetrate themarket where domesticand well placed playersare dominated.


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Power OfRed

Global Presence.

Market Leader in CIS countries.

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India Launch - TN


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Marketing Mix


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PPORTUNITIES India is the second-largest

telecommunications market interms of sheer numbers of potential

subscribers, and one of the fastestgrowing in the world

An expanding Indian economy withincreased focus on the servicessector

Population mix moving favourablytowards a younger age profile

Urbanization with increasing incomes


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Market Share and Growth

The cellular phone industry isconsidered to be the fastestgrowing industry in India.

The high and accelerated growth ofcellular market has eventuallyadded to the worth of Indian

economy. The key factor contributing to the

increased growth is the rising

standard of income.


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The industry is also eyeing ruralareas of the country as newopportunities to prosper.

Millions of subscribers are increasingevery month including the ruralareas.

Still, more growth is expected in thefuture years.


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COMPETITOR ANALYSIS

To help management understand their competitiveadvantages/disadvantages relative to competitors

To generate understanding of competitors past, present (andmost importantly) future strategies

To provide an informed basis to develop strategies to achievecompetitive advantage in the future

To help forecast the returns that may be made from future

investments (e.g. how will competitors respond to a newproduct or pricing strategy?


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PORTERS GENERICSTRATEGY

1. Overall Cost leadership strategy

2. Differentiation strategy, and

3. Focus strategy

MARKETING WARFARE


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MARKETING WARFARESTRATEGIES

1. The principle of defensive warfare,

(Your organization is the clear market Leader).

2. The principle of offensive warfare,

(Your organization is # 2 or 3 in the market, and you have the

resources to sustain a challenge to the leader)

3. The principle of flanking warfare

Your org. is 4-6 in the market, and you have the resources to


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Audience

Most of the promotional strategies tocapture the younger generationwho formed a major part of the

target market The youth segment is the largest and

fastest growing segment and istherefore targeted most heavily bycellular service providers

Special mobile packages targeted atthe youth, women and senior

citizens as part of its market


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In the battle for

mindshare and marketshare...


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FLANKING WAREFARE

A good flanking move must be madeinto an uncontested area.

The success of a flanking attackoften hinges on your ability tocreate and maintain a separate

category.


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Tactical surprise ought to be animportant element of the plan.

Flanking skill requires exceptionalforesight. The reason is that in atrue flanking attack, there is noestablished market for the new

product or service. The pursuit is as critical as the attack

itself


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Communication Strategy &Tactics

CelebrityCelebrityEndorsementEndorsement

More Hoardings / Billboards

Increased TVC withHigh Frequency

Event / Programme

Sponsorships Connect the Rural

India NicheMarketing for

Farmers, Sr. citizen,


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Impact of Celebrity Endorsementon a Brand

"A sign of a celebrity is thathis name is often worthmore than his services.- Daniel J Boorstin


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Rephrasing Aristotlesquote on anger,

Any brand can geta celebrity. That iseasy. But getting acelebrity consistentwith the right brand, to

the right degree, atthe right time, for theright purpose and inthe right way... that is

not easy.


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Celebrity endorsements are impelledby virtue of the following motives:

Instant Brand Awareness and Recall.

Celebrity values define, and refreshthe brand image.

Celebrities add new dimensions tothe brand image.

Instant credibility or aspiration PRcoverage.

Lack of ideas.

Convincing clients.


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The scope of a celebrity on theincumbent brand:

Experience of use: This encapsulates familiarity and provenreliability.

User associations: Brands acquire images from the type of peoplewho are seen using them. Images of prestige or success areimbibed when brands are associated with glamorous

personalities.

Belief in efficiency: Ranking from consumer associations,newspaper editorials etc.

Brand appearance: Design of brand offers clues to quality and

affects preferences. Manufacturers name & reputation: A prominent brand name

(Sony,Kelloggs,Bajaj,Tata) transfers positive associations

Compatibility of the celebritys


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Compatibility of the celebrityspersona with the overall brand

image Celebritys fit with the brand image.

CelebrityTarget audience match

Celebrity associated values. Costs of acquiring the celebrity.

CelebrityProduct match.

Celebrity controversy risk.

Compatibility of the celebritys


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Compatibility of the celebrityspersona with the overall brand

image Celebrity popularity.

Celebrity availability.

Celebrity physical attractiveness.

Celebrity credibility.

Celebrity prior endorsements.

Whether celebrity is a brand user. Celebrity profession


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Advantages of a celebrityendorsing a Brand

Establishment of Credibility

Ensured Attention

PR coverage

Higher degree of recall

Associative Benefit

Mitigating a tarnished image -Cadbury India -restore the consumer'sconfidence - high-pitch wormscontroversy - Amitabh Bachchan


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Psychographic Connect

Demographic Connect

Mass Appeal

Rejuvenating a stagnant brand


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Share of profession for the


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Share of profession for thecelebrities endorsing on TV during

H1'09


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Number of advertisers endorsedby a celebrity on TV during H1'09


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So Change Ur Lifes

Plan !

Thank U

MTS Mobile

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