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7/30/2019 3G Industry in Hungary Presentartion
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THECOMPARISONOFTHEMARKETINGSTRATEGYOFT-MOBILEAND VODAFONE
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CONTENT
I. General Analysis Introduction of the Telecommunication
Industry
II. General Overview of Marketing/
Promotion Techniques
III. Segmentation & Positioning
IV. 4+3P Analysis
V. Branding of the Two Company
VI. The Evaluation of the Brands
VII. Temporary Offers and Brands
VIII. Future in Mobile Internet
IX. Conclusion
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GENERALANALYSISINTRODUCTIONOFTHETELECOMMUNICATIONINDUSTRY
3G third generation of mobile telephony: The International Telecommunications Union (ITU) defined the third
generation (3G) of mobile telephony standards IMT-2000 tofacilitate growth, increase bandwidth, and support more
diverse applications
Heavy competition: three big company
http://whatis.techtarget.com/definition/0,,sid9_gci1252096,00.htmlhttp://whatis.techtarget.com/definition/0,,sid9_gci1252096,00.html7/30/2019 3G Industry in Hungary Presentartion
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PENETRATIONOFTHE 3G/HSDPA
Guaranteed downloading: 2 MbpsGuaranteed uploading: 800 kbps
Available in 469 settlements35,9% of the country
53,2% of thecountry
Speed:150/40kbps
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PASTAND FUTURETRENDSGLOBALVSLOCAL
0100200300400500
600700800900
1000
April
May
June
July
Au
gust
Septem
ber
Okt
ober
Novem
ber
Number of mobile internet subscribers(in thousands)
Number
ofsubscribers
Reference: National Media and Infocommunications Authority
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PESTEL ANALYSIS
POLITICAL
Unstablepolitical
environment
Heavy taxpolicy
ECONOMIC
Economiccrisis in
2008stillrecovering
Inflation
Very weakHUF
Highunemploy-ment rate
(11%)
SOCIAL
Ageningsociety
PriceSensitivity
Innovativethinking canbe problem(stick to the
known)
TECHNO
-
LOGICAL
One of themost
importanttechnology of
our age
Very rapidpace of
innovation
Unlimitedopportunities
indevelopment
Very high rateof
Obso-lescence
ENVIRON
-
MENTAL
Importantand strict
environmental
regulations
High socialresponsibility
(requirement?)
LEGAL
Strongemployment
legacy
Telecomad Telco tax
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QUICKOVERVIEWOFTHE 3GSERVICESOFTHETWOCOMPANIES
26.08.2005: asvery firstT-Mobile madeavailable 3Gservice to its
customers
16.12.2005:Vodafone startsto provide 3G inBudapest
2006:T-Mobile improved its3G/HSDPA servicesavailability in 21 cities,download speed: 3,6Mbps
01.06.2007:Vodafonestarts toprovide3,5G
08.2008: T-Mobilesell Iphone 3G for990 HUF
09.2008: Vodafone
changed itsinfrastructure intoHuawei systemhighly improvedspeed of service
2011: Vodafonespeed up its 3Gnetwork, available
download speed:21Mbps
2011: T-Mobiletesting with
customers its4G/LTEtechnology
MarketLeader Challanger
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GENERALOVERVIEWOF MARKETING/PROMOTIONTECHNIQUES
http://www.youtube.com/watch?v=RbLn1Lxb_f8
http://www.youtube.com/watch?v=QiKmVYtvgXk
http://www.youtube.com/watch?v=OFkl2iX2Qwg
http://www.youtube.com/watch?NR=1&v=Rzs6Tk32t5U
http://www.youtube.com/watch?v=YtsNtP-cZNk&feature=related
HOW TODIFFERENTIATE?
Similar
targetgroups
SimilarProductsSimilarpricing
ATL:
BTL:
SOCIAL MEDIA:
http://www.youtube.com/watch?v=QiKmVYtvgXkhttp://www.youtube.com/watch?v=OFkl2iX2Qwghttp://www.youtube.com/watch?NR=1&v=Rzs6Tk32t5Uhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.youtube.com/watch?NR=1&v=Rzs6Tk32t5Uhttp://www.youtube.com/watch?v=OFkl2iX2Qwghttp://www.youtube.com/watch?v=QiKmVYtvgXk7/30/2019 3G Industry in Hungary Presentartion
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REMARKSONMARKETINGSTRATEGYINTHEINDUSTRY
Very heavycompetition in the
marketcontinous
marketingpresence needed
Integrated
marketingstrategies
impossible to divideit by medium or
productsProducts,temporary
promotion offersand image/brand-building marketingtechniques at the
same time
http://videa.hu/videok/vicces/vodafone-reklam-aprokeresz-now-21YQs3E3kIN6uHx07/30/2019 3G Industry in Hungary Presentartion
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NRC MARKETRESEARCHCOMPANY VRMREPRESENTATIVEDATABASEWITH 10.000 RESPONDENT
0%5%
10%15%20%25%30%35%40%45%50%
T-mobile Vodafone Telenor
46%
29.60%32.60%
Share of the 3G network operators
4%19%
77%
The share of the mobil internet useage
surfing frequently on themobile phone
surfing occasionally onthe mobile phone
does not use the mobilephone for internet
49.2, 49%44.2, 44%
6.3, 7%
.3, 0%
Prepaid or Postpaid mobileaccount
Postpaid Prepaid both no answer
88%
4%7% 1%
own mobile phone
mobile phone from workplace
both
neither
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FOCUS GROUP
Online via Skype 4 people (mini focus group) hour 21-24 years old participants Information, insights about 3G and the brands
Very usefulContinuous connection to everybody
Never ending informationIf you havent got a postpaid account then is
extremly expensiveTraget group 18-35, but the youth as well (12-18)
I am always afraid og exceeding the 1Gb limit,expensive as hell
Really good to entertain myselfCommunicate with my friends all
the timeExpensive
T-moblie is more expensive, but ithas a better service
Vodafone not nice people at thecall center
Really useful for businesses andfor businessmen
Usually not working for meThe network is bad (t-mobile)
Need a very good phone withtouchscreen to be able to enjoy itEasy to become addicted
I love the applicationsBut often slowly
Vodafone is cheaper, butthe service is worse
Facebook, gmail appsInformation anytime
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SEGMENTATION & POSITIONING
MainSegments
Households
Businesses
Household
Businesses
Foreign People
Fleet contracts
Positioning
Focus on quality
Wide range of3G options
Focus on functionality
Smaller range, less
differentiationPricing
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PRODUCT:
PRICE:
- 3G services for mobilephones, notebooks andPCs
- Large range of servicepackages for differentsegments (E.g. Go!NetL, RelaxNet M, Net&RollM)
- Prepaid or Monthlyplans
- Emphasis on quality
- 3G services for mobilephones, notebooks andPCs
- MobilWeb (dailytickets), VodafoneInternet
- MobilNet, VodafoneNetjegy, Pocket WiFi
- Prepaid or Monthlyplans
- Lower price
4P PRODUCT, PRICE
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PLACE:
PROMOTION:
- Offline (E.g. T-Mobileoutlets, other partnerstores)
- Online webshop
- Heavy emphasis onsales promotion
- Lot of 3G promotions
(E.g. startup discount,increase data traffic)
- Offline (E.g. Vodafonestores, other outlets)
- Online store
- Prominent salespromotion
- Offers few 3Gpromotions, emphasisesonline purchases forsuch promotions
4P PLACE, PROMOTION
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7P PEOPLE, PROCESS, PHYSICAL EVIDENCE
People
Frequent stafftrainings,emphasis oncustomer
service
Staff trainingsand mysteryshoppersensure goodcustomerservice
Process
Customerservice andcomplaints arehandled quickly
and changes in3G services areimplementedquickly
Customerservice is key,fast responseand Servicing isfast and efficient
PhysicalEvidence
Retail outletsand online storeis fashioned tothe current
promotion
Retail outletsand online storeis fashioned tothe currentpromotion.
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Everything is about the brand Why?
be the first brand of choice in the 3G sector Brand value vs Corporate value
BRANDINGOFTHETWOCOMPANY
Branding Levels:
Corporate level or brand forintegrated offers
Business unit level
Proposal brand
- main focus
- Advertised brand
Product levels
Actual, temporary offers andbrands
0
10
20
30
40
50
60
70
FMCG Durable
consumergoods
Service
sector
Industrial
products
62
53
43
18
The share of the brand value from the totalfinancial value of the companies in different
industries (%)source: Sattler/PriceWaterhouseCoopers, 2001
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Brand Identity
Brand Image
Proposalvalue of theBrand
BrandIdentification
BRANDINGMETHOD
Brand IdentidficationCompany Hungarian
TelekomVodafone
Brand Name T-mobile Vodafone
Logo
Slogen Lifes forsharing
Everythin isabout you
package Magenta,white colour,logo, picture,
productadventages
Red colour,logo, picture,product
advantages
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PROPOSAL BRAND STRATEGY
Brand value proposition- Functional advantages: the fastest and everywherereachabe network, discounts, integrated offers,
- Emotional advantages: innovativ, friendly, pink, cool,youthful, creative
- self-actualizaton advantages: lifes for sharing
- Functional advantages: discounts, reachable, cheaper, forforeign people
- Emotional advantages: inspiring, cool, youthful,passionate
- self-actualization advantages: Being Red, Rock Solid,Restless
Brand Image
Offer a richer life in emotions and experinecethrough sharing important moments in life
Helping our customers make the most oftheir time creating & delivering unbeatableexperiences
Brand IdentityNew brand strategy from 2012: narrowed brand portfolio tostrengthen the position of only one brand in customers mind
The know-how, innovation and simplicity are the values
In a single brand hierarchy, there is only one brand;everything else is information to help customers navigate
Communication leader in an increasingly connected word
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THEEVALUATIONOFTHEBRANDSThe Young&Rubicam BAV-model - Brandasset Valuator:
Brand strength = difference (D)* relvance (R)
Brand Strature = esteem (E) * knowledge (familiarity) (K)
T-mobile: strong and effective brand management Unique product and services through the intagrated
offers Market leader in market share and sales
Vodafone: Challanger position in the market Effective brand management Well-known brand Lower esteem because of the low-roller positioning
Lower differentiation and uniqueness (no integration)
0%
20%
40%
60%
80%
100%
D R E K 0%
20%
40%
60%
80%
100%
D R E K
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THE GRAVEYARD-MODEL BY KELLER
Brand awareness Recognition supported awareness (Have you ever heard about T-mobile?
Recall spontaneous awareness (What is the first brand that come to your mind ifI say mobile internet?
THEEVALUATIONOFTHEBRANDS
Recall in the 3G indsutry
Because of the highermarket share, strongerbrand image andfrequently, expensive andinnovativ advertisingtechniques, this value is
higher in case of T-mobile
Recognition in the 3Gindustry
Due to the successful and
effective brandmanagement both brandrecognised easily andinmedialty
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Go!Net S 30 MB / month 590 HUF / month
Go!Net M 100 MB / month 990 HUF / month
Go!Net L 500 MB / month 1990 HUF / month
Options for existing plans Data Allowance Fee
Daily Ticket 10 MB / day 150 HUF / dayMobilWeb Hobbi 100 MB / month 1000 HUF / monthMobilWeb Profi 500 MB / month 2000 HUF / month
TEMPORARYOFFERSAND BRANDSINTERNETFORYOURPHONEPROGRAMS
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FUTUREINMOBILEINTERNET: THESIGNSMobile Advertising Spend
is on the Rise.
By 2014, it has been
projected that the U.S.
market will be more than
double in size, reaching
$2.5 billion! Mobile
Optimization
Becomes a Reality.
Constantinnovations and
improvementsMobile Goes
Social.
By 2015 mobile
social network
users will reach79 million
Smartphones begin to dominate theMobileWorld.
2010 - 60.2 million smartphone
users, 50 % increased from 2009
2011 - 73.3 million smartphone
users
Rising popularity of smart phones -
increase of e-commerce
Consumers
want
Accessibility
Always -Everywhere
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Mobile VoIP
Mobile voice-over-IP willbecome a mainstream form ofcommunication by the endof 2012, based on rapid growthof voice-over-3G wirelessusers.
HSDPAHigh-Speed
Downlink PacketAccess (HSDPA)
support down-
link speeds of1.8, 3.6, 7.2 and14.4 Mbit/s.
Further speedincreases are
planned for the
near future.
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CONCLUSION
Hard competition in the industry
Complex marketing and pormotion techniques to keep the market
leader position or to be a challanger
Hard to differentiate in the sector branding
Similar position and segmentation, niche markets
7P service sector main focus on the customer and on the
processes, product, price differentation
Effective branding techniques
BAV & Graveyard evaluation: T is stornger
Fast moving and developing industry new products, future trends
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REFERENCELIST
Russell S. Winer Marketing management 2004Arens Contemporary Advertising 2006Katalin Ndasi Brand management documentation and lecture materialsYoung&Rubicam BAV analysis - http://www.yrbav.com/http://searchtelecom.techtarget.com/definition/3Ghttp://nol.hu/gazdasag/20110304-teljes_lesz_a_3g-lefedettseg
http://www.telecomsmarketresearch.com/resources/Hungary_Mobile_Operator_Subscriber_Statistics.shtmlhttp://www.hwsw.hu/hirek/46739/t-mobile-vodafone-telenor-mobil-internet-3g-ericsson-
huawei-zte.htmlhttp://vodafone.hu/http://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-
huawei-telekom-magyar-telenor-zte-ericsson.html
http://www.t-mobile.hu/lakossagi/mobil_szelessavhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedwww.vodafone.hu
www.t-mobile.huhttp://elib.kkf.hu/edip/D_13640.pdf- goston Gyrgy: Amobiltvkzlsi szektorban alkalmazott marketing eszkzk
http://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://www.yrbav.com/http://searchtelecom.techtarget.com/definition/3Ghttp://searchtelecom.techtarget.com/definition/3Ghttp://nol.hu/gazdasag/20110304-teljes_lesz_a_3g-lefedettseghttp://www.telecomsmarketresearch.com/resources/Hungary_Mobile_Operator_Subscriber_Statistics.shtmlhttp://www.telecomsmarketresearch.com/resources/Hungary_Mobile_Operator_Subscriber_Statistics.shtmlhttp://www.hwsw.hu/hirek/46739/t-mobile-vodafone-telenor-mobil-internet-3g-ericsson-huawei-zte.htmlhttp://www.hwsw.hu/hirek/46739/t-mobile-vodafone-telenor-mobil-internet-3g-ericsson-huawei-zte.htmlhttp://vodafone.hu/http://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.t-mobile.hu/lakossagi/mobil_szelessavhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.vodafone.hu/http://www.t-mobile.hu/http://elib.kkf.hu/edip/D_13640.pdfhttp://elib.kkf.hu/edip/D_13640.pdfhttp://www.t-mobile.hu/http://www.t-mobile.hu/http://www.t-mobile.hu/http://www.vodafone.hu/http://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.youtube.com/watch?v=YtsNtP-cZNk&feature=relatedhttp://www.t-mobile.hu/lakossagi/mobil_szelessavhttp://www.t-mobile.hu/lakossagi/mobil_szelessavhttp://www.t-mobile.hu/lakossagi/mobil_szelessavhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://www.hwsw.hu/hirek/47711/vodafone-3g-mobilnet-mobilinternet-hspa-hsupa-huawei-telekom-magyar-telenor-zte-ericsson.htmlhttp://vodafone.hu/http://www.hwsw.hu/hirek/46739/t-mobile-vodafone-telenor-mobil-internet-3g-ericsson-huawei-zte.htmlhttp://www.hwsw.hu/hirek/46739/t-mobile-vodafone-telenor-mobil-int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