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“ THE UPSTART’S ASSAULT “

SERVICES MARKETING

PRESENTED BY :-MUKESH YADAV – TM109374KHUSHBU THAKKAR – TM109201PRASHANT LALE – TM109343NISHEDH DAKSH – TM109223ANKIT SETHI – TM109236

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Case summary :-

MERIDICOM :-

Oldest and largest telecommunication player in the country. One of the well known brand. Industry price leader.

TELZIP :-

Small mobile network operator eager to break into new market. Decided to offer free broadband service to business customers.

MERIDICOM VS TELZIP :-

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GERNALD SEGNER (C.E.O)

JOSEPH ULAN

ADAM DUPREE

(LANDLINE)

EMELINE RICHARD

(BROADBAND)

FRANK LOPEZ (MOBILE)

HEAD OF DEPARTMENTS

KEY MEMBERS OF MERIDICOM :-

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MERIDICOM TELZIP

LANDLINE 85 % 5 %

BROADBAND 60 % NA

MOBILE 5 % 25 %

COMPARISION BETWEEN MERIDICOM AND TELZIP IN TERMS OF MARKET SHARE :-

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Problems associated with Meridicom :-

1. Expensive service.

2. Underperformance of Mobile Unit.

3. Meridicom not convenient for customers.

4. No synergy between the three divisions (Landline, Mobile and Broadband).

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Recommended Solutions :-

1. Work-out the bundling plan from all three areas where it can be shown that the overall spend for a customer with typical landline, broadband and mobile requirement will be less over a two or three year term, than with TelZip.

2. Meridicom can offer mobile broadband service.

3. 1 billing and 1 call centre.

4. For short term Meridicom can utilise Mobile segment and can offer several bundled pricing plans only by sacrificing price on mobile.

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5. Putting customer first. Also putting head sales at level of the rest of division heads.

6. Advertising campaign emphasizing “ Uninterrupted Forever ”.

7. Market research should be done in order to find out flaws in TelZip’s free broadband strategy.

8. Meridicom should improve its service quality and customer experience.

Continued…

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THANK YOU !!!!