Mts Mobile
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In the battle for mindshare and market share... m e e s Ja l a u y d v b i A D G M h s e Muk heen P d u f i Sa
Situation Analysis • New Entrant in Indian Cellular Service • Poor customer attention to brand communications • Least brand recall • Inability to penetrate the market where domestic and well placed players are dominated. •
Power Of Red • Global Presence. • Market Leader in CIS countries. • ..\Pictures\MTS\MTS_Ads \MTC_power_of_red.flv
India Launch - TN
• ..\Pictures\MTS\MTS_Ads \40sec Malayalam.flv • ..\Pictures\MTS\MTS_Ads \30sec Flute Malayalam.flv • ..\Pictures\MTS\MTS_Ads \30sec Super Mar Malayalam.flv
Marketing Mix
OPPORTUNITIES • India is the second-largest telecommunications market in terms of sheer numbers of potential subscribers, and one of the fastest growing in the world • An expanding Indian economy with increased focus on the services sector • Population mix moving favourably towards a younger age profile • Urbanization with increasing incomes
Market Share and Growth • The cellular phone industry is considered to be the fastest growing industry in India. • The high and accelerated growth of cellular market has eventually added to the worth of Indian economy. • The key factor contributing to the increased growth is the rising standard of income.
• The industry is also eyeing rural areas of the country as new opportunities to prosper. • Millions of subscribers are increasing every month including the rural areas. • Still, more growth is expected in the future years. •
COMPETITOR ANALYSIS • To help management understand their competitive advantages/disadvantages relative to competitors
• To generate understanding of competitors past, present (and most importantly) future strategies
• To provide an informed basis to develop strategies to achieve competitive advantage in the future
• To help forecast the returns that may be made from future investments (e.g. how will competitors respond to a new product or pricing strategy?
PORTER’S GENERIC STRATEGY • • 1. Overall Cost leadership strategy • • 2. Differentiation strategy, and • • 3. Focus strategy •
•
MARKETING WARFARE STRATEGIES
• 1. The principle of defensive warfare,
•
(Your organization is the clear market Leader).
• 2. The principle of offensive warfare,
•
(Your organization is # 2 or 3 in the market, and you have the resources to sustain a challenge to the leader)
• • 3. The principle of flanking warfare
•
Your org. is 4-6 in the market, and you have the resources to
Audience • Most of the promotional strategies to capture the younger generation who formed a major part of the target market • The youth segment is the largest and fastest growing segment and is therefore targeted most heavily by cellular service providers • Special mobile packages targeted at the youth, women and senior citizens as part of its market
•
In the battle for mindshare and market share...
FLANKING WAREFARE • A good flanking move must be made into an uncontested area. • • The success of a flanking attack often hinges on your ability to create and maintain a separate category.
•
• Tactical surprise ought to be an important element of the plan. • Flanking skill requires exceptional foresight. The reason is that in a true flanking attack, there is no established market for the new product or service. • The pursuit is as critical as the attack itself •
Communication Strategy & Tactics • Celebrity • • • •
Endorsement More Hoardings / Bill boards Increased TVC with High Frequency Event / Programme Sponsorships “Connect the Rural India” – Niche Marketing for Farmers, Sr. citizen,
Impact of Celebrity Endorsement on a Brand • • • "A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin •
• Rephrasing Aristotle’s quote on anger,
“Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.”
Celebrity endorsements are impelled by virtue of the following motives: • Instant Brand Awareness and Recall. • Celebrity values define, and refresh the brand image. • Celebrities add new dimensions to the brand image. • Instant credibility or aspiration PR coverage. • Lack of ideas. • Convincing clients.
The scope of a celebrity on the incumbent brand: • Experience of use: This encapsulates familiarity and proven reliability. • User associations: Brands acquire images from the type of people who are seen using them. Images of prestige or success are imbibed when brands are associated with glamorous personalities. • Belief in efficiency: Ranking from consumer associations, newspaper editorials etc. • Brand appearance: Design of brand offers clues to quality and affects preferences. • Manufacturer’s name & reputation: A prominent brand name (Sony,Kellogg’s,Bajaj,Tata) transfers positive associations
•
Compatibility of the celebrity’s persona with the overall brand image • • • • • •
Celebrity’s fit with the brand image. Celebrity—Target audience match Celebrity associated values. Costs of acquiring the celebrity. Celebrity—Product match. Celebrity controversy risk.
Compatibility of the celebrity’s persona with the overall brand image • • • • • • • •
Celebrity popularity. Celebrity availability. Celebrity physical attractiveness. Celebrity credibility. Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession
Advantages of a celebrity endorsing a Brand • • • • • •
Establishment of Credibility Ensured Attention PR coverage Higher degree of recall Associative Benefit Mitigating a tarnished image -
Cadbury India -restore the consumer's confidence - high-pitch worms controversy - Amitabh Bachchan
Advantages of a celebrity endorsing a Brand • • • • •
Psychographic Connect Demographic Connect Mass Appeal Rejuvenating a stagnant brand
Advantages of a celebrity endorsing a Brand
Share of profession for the celebrities endorsing on TV during H1'09
Number of advertisers endorsed by a celebrity on TV during H1'09
So… Change Ur Life’s Plan !
• Thank U
Situation Analysis • New Entrant in Indian Cellular Service • Poor customer attention to brand communications • Least brand recall • Inability to penetrate the market where domestic and well placed players are dominated. •
Power Of Red • Global Presence. • Market Leader in CIS countries. • ..\Pictures\MTS\MTS_Ads \MTC_power_of_red.flv
India Launch - TN
• ..\Pictures\MTS\MTS_Ads \40sec Malayalam.flv • ..\Pictures\MTS\MTS_Ads \30sec Flute Malayalam.flv • ..\Pictures\MTS\MTS_Ads \30sec Super Mar Malayalam.flv
Marketing Mix
OPPORTUNITIES • India is the second-largest telecommunications market in terms of sheer numbers of potential subscribers, and one of the fastest growing in the world • An expanding Indian economy with increased focus on the services sector • Population mix moving favourably towards a younger age profile • Urbanization with increasing incomes
Market Share and Growth • The cellular phone industry is considered to be the fastest growing industry in India. • The high and accelerated growth of cellular market has eventually added to the worth of Indian economy. • The key factor contributing to the increased growth is the rising standard of income.
• The industry is also eyeing rural areas of the country as new opportunities to prosper. • Millions of subscribers are increasing every month including the rural areas. • Still, more growth is expected in the future years. •
COMPETITOR ANALYSIS • To help management understand their competitive advantages/disadvantages relative to competitors
• To generate understanding of competitors past, present (and most importantly) future strategies
• To provide an informed basis to develop strategies to achieve competitive advantage in the future
• To help forecast the returns that may be made from future investments (e.g. how will competitors respond to a new product or pricing strategy?
PORTER’S GENERIC STRATEGY • • 1. Overall Cost leadership strategy • • 2. Differentiation strategy, and • • 3. Focus strategy •
•
MARKETING WARFARE STRATEGIES
• 1. The principle of defensive warfare,
•
(Your organization is the clear market Leader).
• 2. The principle of offensive warfare,
•
(Your organization is # 2 or 3 in the market, and you have the resources to sustain a challenge to the leader)
• • 3. The principle of flanking warfare
•
Your org. is 4-6 in the market, and you have the resources to
Audience • Most of the promotional strategies to capture the younger generation who formed a major part of the target market • The youth segment is the largest and fastest growing segment and is therefore targeted most heavily by cellular service providers • Special mobile packages targeted at the youth, women and senior citizens as part of its market
•
In the battle for mindshare and market share...
FLANKING WAREFARE • A good flanking move must be made into an uncontested area. • • The success of a flanking attack often hinges on your ability to create and maintain a separate category.
•
• Tactical surprise ought to be an important element of the plan. • Flanking skill requires exceptional foresight. The reason is that in a true flanking attack, there is no established market for the new product or service. • The pursuit is as critical as the attack itself •
Communication Strategy & Tactics • Celebrity • • • •
Endorsement More Hoardings / Bill boards Increased TVC with High Frequency Event / Programme Sponsorships “Connect the Rural India” – Niche Marketing for Farmers, Sr. citizen,
Impact of Celebrity Endorsement on a Brand • • • "A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin •
• Rephrasing Aristotle’s quote on anger,
“Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.”
Celebrity endorsements are impelled by virtue of the following motives: • Instant Brand Awareness and Recall. • Celebrity values define, and refresh the brand image. • Celebrities add new dimensions to the brand image. • Instant credibility or aspiration PR coverage. • Lack of ideas. • Convincing clients.
The scope of a celebrity on the incumbent brand: • Experience of use: This encapsulates familiarity and proven reliability. • User associations: Brands acquire images from the type of people who are seen using them. Images of prestige or success are imbibed when brands are associated with glamorous personalities. • Belief in efficiency: Ranking from consumer associations, newspaper editorials etc. • Brand appearance: Design of brand offers clues to quality and affects preferences. • Manufacturer’s name & reputation: A prominent brand name (Sony,Kellogg’s,Bajaj,Tata) transfers positive associations
•
Compatibility of the celebrity’s persona with the overall brand image • • • • • •
Celebrity’s fit with the brand image. Celebrity—Target audience match Celebrity associated values. Costs of acquiring the celebrity. Celebrity—Product match. Celebrity controversy risk.
Compatibility of the celebrity’s persona with the overall brand image • • • • • • • •
Celebrity popularity. Celebrity availability. Celebrity physical attractiveness. Celebrity credibility. Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession
Advantages of a celebrity endorsing a Brand • • • • • •
Establishment of Credibility Ensured Attention PR coverage Higher degree of recall Associative Benefit Mitigating a tarnished image -
Cadbury India -restore the consumer's confidence - high-pitch worms controversy - Amitabh Bachchan
Advantages of a celebrity endorsing a Brand • • • • •
Psychographic Connect Demographic Connect Mass Appeal Rejuvenating a stagnant brand
Advantages of a celebrity endorsing a Brand
Share of profession for the celebrities endorsing on TV during H1'09
Number of advertisers endorsed by a celebrity on TV during H1'09
So… Change Ur Life’s Plan !
• Thank U
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