Marketing mix of telecom services

7/27/2019 Marketing mix of telecom services

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By-

Ab hilash a

Mahesh A la

Deepak Na

Gopi nath V

Snehal Mad


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Telecom Industry

Introduction


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Market Analysis

Wireless Subscriber Base:

525.09

752.19

893.84864.72 886.3

904.51

0

100

200

300

400

500

600

700

800

900

1000

2009 2010 2011 2012 2013 2014

No.ofSubscribers(inMillion)

Year

Total Wireless Subscribers

Total WireLess Subscribers

0

50

100

150

200

250

2009 2010 2011 2012 2No.ofSubscribers(inmillion)

Year

Trend in Subsc

7%

15%

11%

14%

Current Subsc

Bharti Airtel Vodafone

Idea BSNL O

Source:TRAI


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Contd

Wire line Subscriber Base:

37.0635.09

32.6930.79

28.89 28.89

0

5

10

15

20

25

30

35

40

2009 2010 2011 2012 2013 2014

No.ofsubscribers(inmillion)

Year

Total Wire line Subscribers

Total Wire line Subscribers

0

5

10

15

20

25

30

2009 2010 2011 2012 2No.ofSubscribers(inmillion)

Year

Trend in Subsc

12%

12%

4% 5%3%

Current Subsc

BSNL MTNL Bharti Airtel


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Contd

Rural Wire less Subscriber Base:

164.57

250.89

307.59

331.6

359.67371.38

0

50

100

150

200

250

300

350

400

2009 2010 2011 2012 2013 2014

No.ofSubscribers(inmillion)

Year

Total Rural Subscribers

Total Rural Subscribers

0

20

40

60

80

100

2009 2010 2011 2012 2No.o

fruralsubscribers

(in

million)

Year

Trend in Subsc

29%4%

20%

11%

Current Subsc

Bharti Airtel Reliance V

Tata Idea O


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Contd

Rural-Urban Share:

020406080

100120

No.ofSubscribers(in

million)

Year

AIRTEL RURAL-URBAN SHARE

Urban

Rural0

50

100

No.ofSubscribers(in

million)

Year

VODAFONE RURAL-URBAN

SHARE

Urban

Rural

0

20

40

60

80

N

o.ofSubscribers(in

million)

Year

IDEA RURAL-URBAN SHARE

Urban

Rural0

50

100

150

N

o.ofSubscribers(in

million)

Year

RELIANCE RURAL-URBAN SHARE

Urban

Rural

0

20

40

60

80

No.ofSubscribers(in

mi

llion)

TATA RUR


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AirtelPower toKeep in

touch

Live every

moment

Segmentation

Geographic

Regionwise

Density

Demographic

Age

Income Gender

Targeting

Premium andUpper middleclass

Expansion-Rural

Women &Seniors


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VodafoneSegmentation

Geographic

Region wise Density

Demographic

Occupation

Business

Consumer

Income

Age

Behavioural

Post-paid/Prepaid

Service usage(VAS)

Targeting

Wide target market

Urban customers in focus Vodafone Delights

Made for you offers


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Idea, Reliance & Docomo

Idea

Income, Geographic

Students, Workers

Tata Docomo

Demographic

Middle and upper middleclass

Relianc

Income, Geog

Rural/Sub u


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PRODUCT: SIM CARD


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SERVICESVOICEINTERNET USAGE

VALUE ADDED SERVICES

MOBILE BANKING

2G/3G/4G

POSTPAID/PREPAID

CUSTOMER SUPPORT


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PROCESS


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PROCESSBusiness Process Framework eTOM

Enhanced Telecom Operations Map ITU M.

https://www.itu.int/rec/TREC-M.3050/en
https://www.itu.int/rec/T-REC-M.3050/enhttps://www.itu.int/rec/T-REC-M.3050/en


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PROCESS


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Advertisement Analysis


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45

7

23

12

8 5

Advertisement Channels

TV Cha

Social M

Print Ad

BillboarPosters

Event S

Radio


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64%

32%3%

1.20%

0.80%

Innovative Promotions

Vodafone

TATA Doomo

IdeaAirtel

Reliance

Vodafon

Campaig

as well a

networki

TATA Do

campaig

custome

the seco

Ad R l C t


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38%

34%

14%

8% 6%

Ads Rural Connect

AIRTEL

Idea

Reliance

Docomo

Vodafone

Airtel and Idea have most rural

Vodafone fails to

connect well to rural

areas because of difficulty

in understanding

faced by them.

Brand Endorsers


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28%

27%25%

16%

4%

Brand Endorsers

Ranbir Kapoor

Zoo Zoo

SRK

Abhishek Bachchan

Anushka Sharma

Most P


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89%

4.50%3.50%

2.50%

0.50%

AIRTEL

Reliance

Idea

TATA Docomo

Vodafone

Most Popular Ringtone

AIRTELs signature tune by

A.R. Rahman is perhaps the most

downloaded ringtone.

18%

14%

14%

2%

Most P

Idea

AIRTEL

TATA Docomo

Reliance

Vodafone

Idea:Ek

Aapki D

Airtel:A

TATA D

sim ple s

Price


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Price

Competition Based Pricing - Customized Flexi Pricing (Monthly Unlimited Plans , Special Roaming Packs , D

Network Packs , Re 1 Entertainment storeVodafone)

VAS and Data services are the Margin Levers

Product Mix Pricing Methods-

1)Product Line Pricing - Class Distinctions2)Optional Feature Pricing - Optional features and services along with main product- Ex- Entertainment Pac

Packs , Message Packs etc

3)Two Part Pricing - Fixed fee plus a variable usage fee. Telephone users pay a minimum monthly fee plus

the minimum . (Fixed fee should be low enough to induce purchase of service)

4)Product Bundling Pricing - Mixed Bundling , Pure Bundling

42.547 49.7

35.3 36.8 38.238.241.1

47.4

FY 2013 FY 2014 FY 20115E

ARPM-Paisa/Min

Vodafone Airtel Idea

190 201.1205.2206.3 215.4

223.1

164.2 175.1179.3

FY 2013 FY 2014 FY 2015E

ARPU-Rs/User

Vodafone Airtel Idea

31.5

29.330.1

FY 2013

Data Rea

Vodaf

Place


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Place

Vodafone Airtel

3 G Coverage In India

Ref- vodafone.com Tataindicom.in Icra.in


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, PEOPLE

Employees at Retail Stores

Customer Care Support

Importance:

Involves high level of communication with the customers

97% of the participants talk about 'after-sales service'. Each one tells approximately 47

experience.

According to a survey done by ET, nearly 7 out of 10 consumers intended to make a pu

against it due to poor service experience.

64% of Indians lose their temper with a customer service executive, far higher in compar48% in other markets

Play an important role in increasing the sales in rural and semi urban areas.

P


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EmployeeWellbeing

Framework

Propertraining andcontinuityeducation

programmes

Employeefriendlypolicies

Fitness andHealth

Promotion

Rewardsand

Recognition

Flexible workoptions

SafeWorking

Environment

EmployeeEngagement


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Contd

IDEA

2013:Best TelecomCompany to workfor

Amity TelecomExcellence Awardfor 'The Best Rural

Services Providerof the Year 2013

2011:Best TelecomCompany to workfor

VODAFONE

2014:Best TelecomCompany to workfor (only TelecomCompany in top100)

2013:Second Best

Telecom Companyto work for

2012:Second BestTelecom Companyto work for

AIRTEL

2011:Third BestTelecom Companyto work for

'The MostImpactful HRPractise Award

for the use ofmobiletechnologies foremployeeservices(Organizedby the NationalHRD Network)

Accolades:

Source: ET and G


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PHYSICAL EVIDENCE

Retail Stores


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Websites


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Mobile Apps


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Survey ResultsAGE

Income (Monthly)

Services Currently use

Services Used40

Ratings given by the users Satisfaction Levels


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g g y

Deciding Factors

Satisfaction Levels

Ranking on A


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Frequency of Visits to Custo

Preferred Brand Ambassador

Documents

Marketing mix of telecom services