Mos final

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MARKETING PLAN idea

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  • 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.
  • Mos final

    1. 1. MARKETING PLAN<br />Presented By :<br />Ghanshyam Gupta<br />ghanshyamgupta7@gmail.com<br />04/05/2010<br />1<br />iilm gurgaon<br />
    2. 2. About Idea<br />Leading mobile operator in India<br />AdityaBirla group is the sole promoter<br />3rd Largest GSM company in India<br />Covernearly 70 % of India’stelephonypotential<br />04/05/2010<br />2<br />iilm gurgaon<br />
    3. 3. SEGMENTATIONTARGET MARKETPOSITIONING<br />04/05/2010<br />3<br />iilm gurgaon<br />
    4. 4. Segmentation<br />Geographic<br />Regions and cities -Idea GSM services are licensed in 13 circles of India and used in metro cities & small villages<br /> Demographic<br />Age, Family size, Income, Occupation, Education<br />04/05/2010<br />4<br />iilm gurgaon<br />
    5. 5. Target Market<br />Any one from 16 to 60 years old from rural,urban & semi-urban area.<br />60% target market is from rural area<br />04/05/2010<br />5<br />iilm gurgaon<br />
    6. 6. Positioning<br />Call rates<br />HIGH<br />HIGH<br />coverage<br />LOW<br />LOW<br />04/05/2010<br />6<br />iilm gurgaon<br />
    7. 7. SWOT Analysis<br />Strength :-<br /><ul><li>Innovative strategies
    8. 8. Part of the Aditya Birla Group
    9. 9.  CSR</li></ul>Weaknesses:-<br /><ul><li>High Debt Equity ratio
    10. 10. Recharge coupons are available only in towns
    11. 11. Connectivity</li></ul>04/05/2010<br />7<br />iilm gurgaon<br />
    12. 12. Opportunities:-<br /><ul><li>GDP has improved significantly
    13. 13. Expected to enjoy growth due to its low </li></ul> tele-density and increasing affordability<br /><ul><li>Regulatory environment is improving </li></ul>Threats:-<br /><ul><li>Intense competition
    14. 14. Alternative Technology</li></ul>04/05/2010<br />8<br />iilm gurgaon<br />
    15. 15. Porters five forces Model<br /><ul><li>Threat from Competition – High
    16. 16. Customer Bargaining Power – High
    17. 17. Supplier Bargaining Power – Low
    18. 18. Threat of Substitutes – High
    19. 19. Threat of New Entrants – Previously low, now High</li></ul>04/05/2010<br />9<br />iilm gurgaon<br />
    20. 20. MARKETING MIX<br />04/05/2010<br />10<br />iilm gurgaon<br />
    21. 21. Product<br />04/05/2010<br />11<br />iilm gurgaon<br />
    22. 22. Services Offered<br /><ul><li> SMS based service
    23. 23. Voice based service
    24. 24. GPRS
    25. 25. Roaming service
    26. 26. Customer care service
    27. 27. Physicalattribute in services</li></ul>04/05/2010<br />12<br />iilm gurgaon<br />
    28. 28. Gap model for service quality<br />Knowledge gap<br />Management perception of consumer expectation<br />Customer expectation<br />Standard gap<br />Retailer communication about services<br />Standard specifying service to be delivered<br />Service gap<br />Delivery gap<br />Communication gap<br />Actual service delivered<br />Customer perception of services<br />04/05/2010<br />13<br />iilm gurgaon<br />
    29. 29. PROMOTION STRATEGIES<br />“WHAT AN IDEA SIRJI”<br />04/05/2010<br />14<br />iilm gurgaon<br />
    30. 30. “Idea cellular links sponsorship deal with Deccan chargers”<br /><ul><li>VAS
    31. 31. Win tickets for the matches, autographed merchandize.</li></ul>“ Idea logo on the front of team player’s jersey and trousers”<br />04/05/2010<br />15<br />iilm gurgaon<br />
    32. 32. Idea paints Ahmadabad and Mumbai in “Green India Campaign”<br />Allowed millions of mobile users in India to participate in this unique campaign happened in March 12, 2010.<br />04/05/2010<br />16<br />iilm gurgaon<br />
    33. 33. IDEA’s next big idea!!!<br />M- newspaper<br />M-bills<br />M-tickets<br />M-toll<br />M-menu<br />04/05/2010<br />17<br />iilm gurgaon<br />
    34. 34. “Infotainment a Click away”<br />04/05/2010<br />18<br />iilm gurgaon<br />
    35. 35. Vision<br /> «  To garner 30 % marketshare of the total market by 2015 »<br />Mission<br />« Providing VAS with ease of accesibility and affordibility to each and every person »<br />04/05/2010<br />19<br />iilm gurgaon<br />
    36. 36. PROMOTION <br /><ul><li>Sponsor college fest as they can directly get the young crowd
    37. 37. Promote through transport system like metro, city buses
    38. 38. Organize small fair in malls
    39. 39. Cash in on regional festivals and can launch games
    40. 40. Tie-up with social networking sites.
    41. 41. Tie up with various banks for online payment of bills, cash payments, railway tickets.</li></ul>04/05/2010<br />20<br />iilm gurgaon<br />
    42. 42. PROMOTION <br /><ul><li>Tie up with hotels n resorts for searching of holiday packages online through idea GPRS
    43. 43. Tie up with matrimonial site
    44. 44. Collaboration with multiplexes</li></ul>04/05/2010<br />21<br />iilm gurgaon<br />
    45. 45. PRICING<br /> - Free of cost excess to M-check<br /> - Rate for browsing to other sites will be less than competitor’s price<br />04/05/2010<br />22<br />iilm gurgaon<br />
    46. 46. PHYSICAL EVIDENCE<br />IDEA Mobile Vans<br />Mobile Advertising<br />Websites<br />Ideaoutlets<br />04/05/2010<br />23<br />iilm gurgaon<br />
    47. 47. Recommendation<br /><ul><li>Focus should be more on basic features other than CSR.
    48. 48. Increasing focus on localisation and availability of content in local languages</li></ul>04/05/2010<br />24<br />iilm gurgaon<br />
    49. 49. Cont…<br />Demand for good VAS content providers from mobile operator is expected to increase when the 3G spectrum rolls out.<br />We will see more VAS in banking, gaming, advertising, mobile commerce applications which will improve margins over current SMS value added services.<br />04/05/2010<br />25<br />iilm gurgaon<br />
    50. 50. “AN IDEA CAN CHANGE YOUR LIFE”<br />04/05/2010<br />26<br />iilm gurgaon<br />

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