Idea cellular marketing plan targets rural customers
•Download as PPTX, PDF•
1 like•592 views
The marketing plan is for Idea, the third largest GSM company in India. It segments the market geographically and demographically, targeting individuals aged 16 to 60 in rural, urban and semi-urban areas. The plan discusses Idea's positioning in terms of call rates and coverage. It performs a SWOT analysis and uses Porter's Five Forces model. The plan outlines Idea's product and service offerings and promotion strategies, which include sponsoring sports teams and green campaigns. It sets a vision to gain 30% market share by 2015 and discusses pricing, physical stores and recommendations to focus on value-added services and local content.
Recommended
Recommended
More Related Content
Similar to Idea cellular marketing plan targets rural customers
Similar to Idea cellular marketing plan targets rural customers (20)
More from Ghanshyam Gupta
More from Ghanshyam Gupta (20)
Idea cellular marketing plan targets rural customers
- 1. MARKETING PLAN Presented By : Ghanshyam Gupta ghanshyamgupta7@gmail.com 04/05/2010 1 iilm gurgaon
- 2. About Idea Leading mobile operator in India AdityaBirla group is the sole promoter 3rd Largest GSM company in India Covernearly 70 % of India’stelephonypotential 04/05/2010 2 iilm gurgaon
- 3. SEGMENTATIONTARGET MARKETPOSITIONING 04/05/2010 3 iilm gurgaon
- 4. Segmentation Geographic Regions and cities -Idea GSM services are licensed in 13 circles of India and used in metro cities & small villages Demographic Age, Family size, Income, Occupation, Education 04/05/2010 4 iilm gurgaon
- 5. Target Market Any one from 16 to 60 years old from rural,urban & semi-urban area. 60% target market is from rural area 04/05/2010 5 iilm gurgaon
- 6. Positioning Call rates HIGH HIGH coverage LOW LOW 04/05/2010 6 iilm gurgaon
- 8. Part of the Aditya Birla Group
- 10. Recharge coupons are available only in towns
- 11. Connectivity04/05/2010 7 iilm gurgaon
- 14. Alternative Technology04/05/2010 8 iilm gurgaon
- 16. Customer Bargaining Power – High
- 17. Supplier Bargaining Power – Low
- 18. Threat of Substitutes – High
- 19. Threat of New Entrants – Previously low, now High04/05/2010 9 iilm gurgaon
- 20. MARKETING MIX 04/05/2010 10 iilm gurgaon
- 21. Product 04/05/2010 11 iilm gurgaon
- 24. GPRS
- 25. Roaming service
- 27. Physicalattribute in services04/05/2010 12 iilm gurgaon
- 28. Gap model for service quality Knowledge gap Management perception of consumer expectation Customer expectation Standard gap Retailer communication about services Standard specifying service to be delivered Service gap Delivery gap Communication gap Actual service delivered Customer perception of services 04/05/2010 13 iilm gurgaon
- 29. PROMOTION STRATEGIES “WHAT AN IDEA SIRJI” 04/05/2010 14 iilm gurgaon
- 31. Win tickets for the matches, autographed merchandize.“ Idea logo on the front of team player’s jersey and trousers” 04/05/2010 15 iilm gurgaon
- 32. Idea paints Ahmadabad and Mumbai in “Green India Campaign” Allowed millions of mobile users in India to participate in this unique campaign happened in March 12, 2010. 04/05/2010 16 iilm gurgaon
- 33. IDEA’s next big idea!!! M- newspaper M-bills M-tickets M-toll M-menu 04/05/2010 17 iilm gurgaon
- 34. “Infotainment a Click away” 04/05/2010 18 iilm gurgaon
- 35. Vision « To garner 30 % marketshare of the total market by 2015 » Mission « Providing VAS with ease of accesibility and affordibility to each and every person » 04/05/2010 19 iilm gurgaon
- 37. Promote through transport system like metro, city buses
- 38. Organize small fair in malls
- 39. Cash in on regional festivals and can launch games
- 40. Tie-up with social networking sites.
- 41. Tie up with various banks for online payment of bills, cash payments, railway tickets.04/05/2010 20 iilm gurgaon
- 43. Tie up with matrimonial site
- 44. Collaboration with multiplexes04/05/2010 21 iilm gurgaon
- 45. PRICING - Free of cost excess to M-check - Rate for browsing to other sites will be less than competitor’s price 04/05/2010 22 iilm gurgaon
- 46. PHYSICAL EVIDENCE IDEA Mobile Vans Mobile Advertising Websites Ideaoutlets 04/05/2010 23 iilm gurgaon
- 48. Increasing focus on localisation and availability of content in local languages04/05/2010 24 iilm gurgaon
- 49. Cont… Demand for good VAS content providers from mobile operator is expected to increase when the 3G spectrum rolls out. We will see more VAS in banking, gaming, advertising, mobile commerce applications which will improve margins over current SMS value added services. 04/05/2010 25 iilm gurgaon
- 50. “AN IDEA CAN CHANGE YOUR LIFE” 04/05/2010 26 iilm gurgaon
Editor's Notes
- Age:- 15 years onwards.Family Size:- Large family uses more phones to connectIncome:- Does not affect much in segmentationOccupation:- Used by all class of peopleEducation:- Used by educated as well as uneducated people
- In March 2010, Idea tied up with Deccan Chargers, one of the teams participating in the Indian Premier League (IPL). IPL provided Idea with a good opportunity for its brand building exercise as the competition was closely followed by the entire country.
- GO GREEN ! IDEA has transformedAhmedabad and Mumbai bus shelters into The campaign will quiz viewers about happenings during telecast ofcricket matches. Green covers, with potted plants, and tendril climbers to convey the green message.
- Taking its Innovative Use Mobile- ‘Save Paper campaign’ IDEA Cellular, the GSM mobile service operator has partnered with the two leading Coffee chains – Barista and Café Coffee Day – to spread awareness about its Green campaign through a unique mobile application that will allow people to download the menu card and bill on their mobile phones. This will eliminate the need for paper-based menu and bill in that particular transaction.