Strategic marketing plan for slt megaline for the year 2015 - 2nd Editing
Strategic marketing plan for slt megaline for the year 2015
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Transcript of Strategic marketing plan for slt megaline for the year 2015
STRATEGIC MARKETING PLAN FORSLT MEGALINE FOR THE YEAR 2015
Presented By - A.Mohamed AzharReg.No - 0000016630
Sri Lanka Institute of Marketing
• Sri Lanka Telecom is over 150 years trusted services,.• SLT provides facilities and services in the areas of Voice, Data & Video.• The blue chip of SLT’s group companies’ annual turnover about Rs.66 billion • SLT PLC has achieved the profit over Rs.36 billion in 2013• The SLT group has customer base of over 6 million including Multinational
Corporation, Large and Small Corporate, Public sector, Retail and Domestic customers
• The two main shareholders of Sri Lanka Telecom PLC– Sri Lankan government - 49.5% – Global Telecommunication Holdings N.V. of Netherlands - 44.98%
Sri Lanka Telecom PLC
Vision and Mission
• Vision - All Sri Lankans seamlessly connected with world class information, communication and entertainment services.
• Mission - You're trusted and proven partner for innovative and exciting
communication experience delivered with passion, quality and commitment.
Multiple Packages of Megaline
Rs.12,000
Rs.7,000Rs.11,000
Rs.10,000Mega home or Mega office
Mega home or Mega office
Mega home or Mega office
Crystal clear voice Offer of voice, broadband and Peo TV services through a single line Island wide network coverage Low initial charge. Discounted IDD calls and free Value Added Service (VAS) bundles Call charges are reduced after 3rd minute.
Product life cycle
• Sales are highest, but the rate of growth is slowing down• Product differentiation & Product improvements• High profits for those with high market share
Competition of Megaline
Primary competitors Secondary competitors Possible new competitors
Lanka Bell CDMADialog CDMASuntel CDMACitylink CDMA
DialogEtisalatMobitel
AirtelHutch
Tritel Services (Pvt) Ltd
Competitors analysisMegaline Lanka Bell Dialog CDMA
Product packages Postpaid
PrepaidBroadbandPeo Tv
Postpaid
PrepaidBroadband
Postpaid
PrepaidBroadband
Rental Rs.310.00 Rs.320.00 Rs.300.00
Customer base by 2013 1,071,246 786,454 212,000
Technology ADSL2+, VDSL2, 4G LTE, FTTH, Wi-Fi
WiMAX, 4G LTE, Wi-Fi
WiMAX, 4G LTE, Wi-Fi
Distribution Network Teleshops, Abans, Singer, Softlogic Abans, Singer Abans, Singer, Softlogic
Promotional tools Free umbrella or travelling beg, price reduced at December at, Facebook
TV , website, Print media, direct marketing
Sponsorship, Facebook, website, Print media.
Market share of wireline connection
Company Product No of subscribers (2013)
Market Share of Fixed connection (2013)
Sri Lanka Telecom Megaline, Citylink CDMA 1,571,309 57%
Lanka Bell Limited Lanka Bell CDMA 786,454 30%
Dialog Axiata PLC Dialog CDMA, Suntel CDMA 349,837 13%
Total 2,707,600 100%
Sri Lanka Telecom PLC
57%
Lanka Bell Lim-ited30%
Dialog Axiata PLC13%
Market share
Citylink 18.14%
SLT Fixedline
57%
Megaline 38.86%
SWOT analysis
Strength• High Brand reputation among the public• Island wide network• High-performing cable equipment (4G, Crystal
clear voice) • Strong financial stability & Fixed investment• Financial capability carryout new campaigns and
invest in R & D.
Opportunities• Government develops technological
infrastructure.• Connection termination is less by using the multi
package of SLT • Telecommunication industry is in a growth
increasing sales potential.
Threats• Increasing mobile connections reduce
the fixed line connection. • Technological enhancement of
competitor – Dialog 4G
Weakness• Not enough sales teams to initiate personal
selling.• Communication tools ineffective• Higher financial resources needs to introduce
or improve the technology
SWOT
PESTEEL• Political
Influenced by TRCSL, Increase in development, Increase in Taxes
• Economic Carrier opportunities, Per capita GDP, Country development increasing the VAT reduce the customer affordability.
• Social Increase Telephone density, Increase in living standards and urbane lifestyle,
• TechnologicalAvailability of management information systems, other electronic repair services connection, Increase the broadband
• Ecological Eco friendly activities
• EthicalAdvertisements do no affect the customers and competitors
• LegalConsumer law, Employment law, Entry of new competitors has controlled
SLT expects to increase its revenue by the multiple packages of Megaline. SLT has achieved Rs 18 Billion revenue for Megaline for the financial year of 2013. Therefore, it expects a higher sales turnover for the year 2015, comparatively then the previous financial year. The sales objective has set as
Sales objective
“To achieve a Megaline revenue of Rs 22 Billion for the financial year of 2015 in all island”
Marketing objectives
Converting new single connection and existing single connection customers to Double connection customer base by 15% and Triple Play connection customer base by 10%.
To increase the market share of Megaline by 15% within next three years.
15% Conversions from the competitor to Megaline connection in 2015
Segmenting
Geographic Rural, UrbanDemographic Residential, BusinessPsychographic Life StyleBehavioral Usage, Loyalty
Home customers• Domestic users
Business customers• Multi-national & enterprise customers• Public sector institutions• Other operators/ wholesale customers• SME and retail customers
Targeting
Positioning
High service quality
Low service quality
Low PriceHigh Price
Megaline
Lanka Bell CDMA
Citylink CDMA
Dialog CDMA
Suntel CDMA
Marketing Mix strategy development (7Ps)
1. Product Strategy Core Product - Voice Actual Product - Broadband, PEO TV Augmented Product - Free repairing services
2. Pricing StrategySLT used promotional pricing strategy to attracts more customers during April and December.
Penetrating pricing strategy is appropriate to Increase the multiple connection & obtaining potential consumers.
3. Distribution strategy Teleshops – 36 Regional offices - 34 Maintenance centers – 22 Contact centers - 7
Bill Payments
Marketing Mix strategy development 7Ps
4. Promotional Strategy Sales promotion PR activities Free Gift
Radio, TV Personal selling Facebook, Twitter & website
Marketing Mix strategy development 7Ps
5. Physical evidence strategy• Staff Uniform• Website design• Labels, pennants, and other printed information• All SLT outlets and vehicles place SLT Logo
6. Process Strategy• Consumers can send the online application and attached the relevant supporting documents.• The regional office staffs do a feasibility checking and inform to the customer.• Customers can make the online payment.
7. People Strategy• Well educated and experienced staff• Interpersonal and communication skills of staff• Training and development programs to enhance the skills• Rewards and Compensations• Good relationship building and team work
Online process
Budget and financial analysis
Description Amount (Rs) Percentage Revenue 22,000,000,000 100%Expenditure Operating cost 12,250,000,000 55.68%
Distribution expense 4,150,500,000 18.87%
Financial cost 2,116,900,000 9.62%Total expenditure 18,517,400,000 84.17%Profit before tax 3,482,600,000
Income tax expense 956,520,0004.35%
Net profit 2,526,080,000 11.48%
Budget AssumptionThe budgeting method will be done using Objective and Task method.
Marketing Strategy Implementation - Action PlanActivities Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Situational analysis
Image analysis
Internal communication
Corporate magazine
Public relations
Sponsor – Rugby
Sales promotion
TV Advertisement
Online campaign
Outdoor
Monitoring & Evaluation
Monitoring • Conduct sales meetings – weekly
& monthly
• Monthly sales reports
• Quarterly review
• Annually review
• Motivating the SLT customer service officers
• Customer research & analysis
Evaluation• Time period of each activity.
• Staff confidence levels to achieve the action plan.
• Positive perception and motivation of the staff.
• Mail and e-mail surveys
• Communications audits
• Telephone surveys
• PR audits
• CRM
• Database searches