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Review of various Brand Engagement
strategies practiced by GSM mobile service
providers in India.
EPGDIB: 2010-12
Subject: Marketing Management
Group No: 5
Team Members
Sandeep Kakkar
Inder Mohan Singh Uberoi
Inder Pal
Amit Saini
Kartik Jalan
Snigdha
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An Era of Growth
1991
2010
Worlds fastest growingtelecommunications industry
2nd largest telecommunication
network
15 million subscribers added
every month
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An Era of Change
1991
2010
Luxury
Monopoly
Limitations
One Player
Calling
NecessityChoices
Options
One of the Players
Using Services
POOR CONSUMER I AM THE CONSUMER
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An Era of Fight
1991
2010
No Advertising
No promotions
Fight for
TOM Recall
Acquiring space
Fight To Engage ConsumerIN Brand
FOR Brand
WITH Brand
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Defining Brand Engagement
Brand engagement is the interactive process ofmoving the customer forward, to a strongersense of self, and to a higher plane of being and
doing. The goal of brand engagement is to create the
customers who will drive the business forward.
Brand engagements are platform engagements.This means advancing customers into newcreative realmsand marketswhere they canadd value back to the brand, and wherecompetitors cant follow
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Why Engage - The Challenges Highly competitive market with more 15 operatorsacross the country.
Acquisitions to Retention.
Dipping Revenue both urban and Rural Effective subscriber growth-Increase in customer base
which corresponds to high revenue market share (RMS)
Mobile number portability (MNP)- The BIG Challenge
The 3G roll out.
Dipping call rate per minute to per second
HUNT IS ON FOR BIGGEST BRAND DIFFERENTIATORS
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Meeting Business and Market
Challenges
Increase rural penetration.
Data Segment-Voice contributes to 80% of totalrevenue and data amounts to only 20%.
More quality service-MNP will force the serviceprovider to improve their quality to avoid loosingsubscribers.
Horizontal integration leveraging the present
channels eg -A
irtel digital TV. More scope in content related services since
consumer is influenced by local culture.
BUT HOW TO CUT ABOVE THE REST TO MEET THESE
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Chosen Mobile players to review Brand
Engagement strategies..
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Brand Engagement strategies by
AIRCEL AIRCEL A Brand targeted to youth.
Communication is young
Engage consumers at all possible touch and
need points.
Social Media
Technology Needs
Surfing Needs
Style Quotient
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Brand Engagement strategies by
AIRCELBlyk- Its just not a service
Pocket internet
3G services
Pocket Apps
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Brand Engagement strategies by
AIRCELPocket Apps- A collection of free and paid apps
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Brand Engagement strategies by
AIRCELPocket internet
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Brand Engagement
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Brand Engagement strategies by Idea
IDEA A Brand targeted towards all
Communication: Issues of Social Importance and
being the change leader.
Engage consumers by highlighting themselves associally responsible brand and enlightening citizens .
Engage consumers at all possible touch and need
points.
On line promotions
Social media
On ground activities
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Brand Engagement strategies by IDEA
CELLULAR
The various activities to engage the customers
are
Connecting idea on social networking site
facebook.
College activation program-Campus ka Sirji.
National inter school skill fest for saving paper. Language Translation portal
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Break the language barrier
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Glance at Telecom Statistics
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Indian Mobile Telecom Industry-An
Overview
The Indian Telecommunications industry is the worlds
fastest growing telecommunications industry with742.12 m telephone subscribers and 706.69 m mobile phone
subscribers. 2nd largest telecommunication network in the world in
terms of number of wireless connections after China.
About 15 million subscribers added every month.
Mobile Tele-density - No of mobile phones per 100 people- Rural tele-density -21
Urban tele-density 110
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B) All India GSM cellular subscriber base.
As on 31st December 2010 the total subscriber baseis apprx 700 million.
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Rural Urban Market segmentation
GSM Rural Subscribers as % to GSM
Subscriber Base
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Rural Urban Market segmentation
Tele density-Urban and Rural
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Top 5 GSM players in India and their market
share.
1)A
irtel2)Vodafone
3)Idea
4)BSNL5)Aircel