Orange Telecom - Kashif Waqar Khan - IE MDMK2011

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I had done this project on Orange Telecom while studying at IE Business School which is among the top 6 global business schools in the world.

The marketing objective was to launch the multimillion dollar campaign in 26 major markets in the world; primarily focusing at EMEA markets (Europe, Middle East & Africa).

The MarCom is primarily focusing at digital media marketing and I had called it SAM strategy. SAM represents Social Media Infiltration, Advergaming, Metaverses.

I am going forward to read your comments on this humble attempt.

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Orange Telecom - Kashif Waqar Khan - IE MDMK2011

  1. 1. Presented By: Kashif Waqar KhanPresented To: Professor Pablo MelchorProject Type: Individual Course AssignmentCompany: Orange Telecom Kashif Khan - IE Business School (MDMK 2011)
  2. 2. In 2008, Orange launched a new global brand vision and campaign which reflects the company’s transformation into one of the world’s leading providers of digitalcommunicationsThe marketing challenge was to launch the multimillion dollar campaign in 26 major markets in the world ; primarily focusing on EMEA markets (Europe, Middle East & Africa)Marketing theme of the campaign was “TOGETHER WE CAN DO MORE” . The maintakeout of this theme is to build the global community and remove barriers among communitiesMarketing campaign is divided into two parts : Phase 1: Thematic campaign based on the new brand identity “TOGETHER WE CAN DO MORE” It involves traditional media like ATL (TV, print, radio, outdoor) and BTL activities Phase 2: Tactical campaign is the second part of the campaign which involves digital media to communicate with the audience My project scope of work (SoW ) is based on this tactical campaign which is hypothetically developed by me There are three components of my digital strategy: o Social Media Infiltration o Advergaming o Metaverses All these tools are connected and promoting each other but I will not discuss Social media in this assignment Advergaming Theme: “ TOGETHER WE CAN SAVE GREEN COMMUNITY” Metaverses Theme: “TOGETHER WE CAN BUILD GREEN COMMUNITY”Major source of information is http://www.orange.com/en_EN/group/brand Kashif Khan - IE Business School (MDMK 2011)
  3. 3. Presentation roadmap is categorize into three sections . . . Presentation Marketing Challenge Advergaming & Foundation & Role Of Digital Metaverses Solutions Advergaming Objective & Marketing Challenge Strategy Company Background & Key Evidences Advergaming Tools & Plan Of Action Global Campaign Initiative Management Promise Metaverses Objective & Strategy Marketing Objective Metaverses Tools & Plan 4 C Analysis Of Action Role Of Digital Media in Achieving Objectives Measurement Roadmap Kashif Khan - IE Business School (MDMK 2011)
  4. 4. Facts About Orange Orange is one of the most remarkable and powerful brands in the wireless telecommunication industry Launched in 1994 and it entered into British FTSE-100 stock index in 1996 In August 2000, France Telecom acquired Orange from Vodafone for an eye-popping £25 billion (€ 36B). They paid princely sum of money because of a strong brand reputation It is the fifth largest telecom operator in the world, with over 189 million customers as of 2009Management Promise The promise of the management is to provide “better value, promised expanded network coverage, better network quality and improved customer services”. Kashif Khan - IE Business School (MDMK 2011)
  5. 5. 4 C AnalysisA) Company: Orange products includes mobile, internet and TV services plus content associated with these three platforms As of March 31, 2008, the Group had 111.9 million mobile customers and 12 million broadband internet (ADSL) customers. It covers 26 countries in the world and few of them are as follow: Switzerland, Poland, Romania, France, Slovakia, Spain, Africa and the Middle East In 2006, Orange became the Groups single brand for Internet, television and mobile services in the majority of countries where the company operates, and Orange Business Services the banner for services offered to businesses worldwide. The France telecom had consolidated sales of 52.9 billion Euros in 2007 (13 billion Euros at March 31, 2008)B) Customer: France Telecom has 170 million customers, of which are 120 million are under the Orange brandC) Competitor: Various competitors in different countries and varies from product category to category (local + global)D) Cost: Multi-Million Dollar campaign required to communicate with customers of 26 countries Kashif Khan - IE Business School (MDMK 2011)
  6. 6. Marketing Challenge Orange wants to launch a new global brand vision and campaign which reflects the company’s transformation into one of the world’s leading providers of digital communications Launch new brand identity in 26 different markets of the world through largest ever global IMC campaign in the history of the company Massive fragmented consumers’ universe divided into various communities from more than 26 countries * Marketing Objectives To improve brand awareness (TOM: by 10%, Unaided :15% & Aided:30%) To improve market share in key markets (Internet: 10%, Mobile:15 % & TV content:20%) To make youth as our key brand ambassadors in European & MEA key markets* Hypothetical to make campaign KPI’s more specific Kashif Khan - IE Business School (MDMK 2011)
  7. 7. Marketing CampaignMarketing Campaign Theme: “TOGETHER WE CAN DO MORE” – Global Theme developed by Publicis FrancePhase 1: (Not related to this project) Thematic campaign based on the new brand identity “TOGETHER WE CAN DO MORE” It involve traditional media like ATL (TV, print, radio, outdoor) and BTL activitiesPhase 2: (Related to this project) It will follow once Orange will finish thematic campaign. In this phase digital media will play an important role. Tactical campaign is based on CSR element with the objective to “SAVE & BUILD THE GREEN COMMUNITY" Kashif Khan - IE Business School (MDMK 2011)
  8. 8. Digital Objectives Orange consumers are living in a digital world where they want to remove borders between people and places Bringing people together is the main theme for digital campaign for a common cause “Escape" from the ordinary and provides a highly unique experience to the consumers through digital media3D - Digital Strategy (SAM Strategy) 3 Dimensional digital strategy is based on following components. All these three tools are interlinked and supporting each other. o Social Media Infiltration (S) o Advergaming (A) o Metaverses (M) S A M Social Media Advergaming Metaverses Infiltration Kashif Khan - IE Business School (MDMK 2011)
  9. 9. Innovative branding exercise to reach young audience with the Objective “MISSION TO ACHIEVE” motive Requires sticky or high-recall application which will deliver and spread message to audience to come together and bring change in society Age: 18 ~ 35Target Audience Gender: Male & Female Geographical: Key markets EMEA (Europe, Middle East & Africa) Internet Habits: Orange internet customers & online gamers Mobile Phone Usage: Orange service users Kashif Khan - IE Business School (MDMK 2011)
  10. 10. Advergaming Advergaming Mission: “TOGETHER WE CAN SAVE GREEN COMMUNITY”Architecture Game Design: World is divided into different communities/regions and each community is facing various customized environmental issues Gamer will resolve those environmental issues and SAVE THE COMMUNITY and pass stage by stage. Solutions are given inside the game By passing each stage they are adding those communities in their accounts and earning points Gamers will register themselves to access game and they can pause game and restart at any point of time Gamers can choose their game avatars based on the geographical area Kashif Khan - IE Business School (MDMK 2011)
  11. 11. Advergaming Advertising format: Causal Gaming Format Modes: PC / Online , Smartphone games (Online Apps) Rationale to select this advertising format Focused branded causal Advergaming platform to engage audience Causal game which most of the people can easily play and relate themselves with their gaming avatars Easy to promote the game & divert traffic from various sources Help audience to understand environmental issues in each specific geographical area and how people can resolve it by helping each other Avatar will help them to have more personalize look & feel of the game Kashif Khan - IE Business School (MDMK 2011)
  12. 12. Strategy For Awareness: Online banner ads & rich media ads will be given on relevant Advergaming portals Would prefer to have a strategic alignment with Yahoo (presence all over the world) to promote the Advergaming & Metaverses site (explain in a separate slide) Rich media, on-shop , IMC Advergaming & Metaverses links will be given in all ATL campaigns campaign & media partnership In-shop promotion of the game & virtual site Drive Awareness Familiarity: Divided game into various communities based on geographical areas with community based customized environmental problems.Game on the widget Community based Varity of localized game Avatars are available and gamers can problem, Noble cause Drive Loyalty Drive Familiarity associate themselves with them Consideration: (Peer to Peer Reference , WoM & Consideration Effect) Gamers can refer a game at the end of each stage to their five friends and in this way they can generate great buzz around the campaignPurchase Green Initiative Peer to Peer reference Drive Purchase Drive Consideration Purchase: CSR platform inside the game and gamers can “PURCHASE GREEN INITIATIVES” (a tactic to generate money) to help environmental issues. Money goes to local /global NGO’s working on initiative Loyalty: Game Widget will be offered to gamers so that they can install widget on their computer and play it as per their convenience. Kashif Khan - IE Business School (MDMK 2011)
  13. 13. There are multiple ways to measure the effectiveness of the campaign but I am “Keeping It Super Simple” (KISS) Advertising KPI’s Measurement Unique impressions delivered by Yahoo Unique visits on the gaming portal CPM – Cost per thousand for the advertising inventory purchased CTR – Click through rate CPC – Cost per click CPS – Cost per session is also important to monitor Other Measurement Parameters Number of users registered for game o Geographical registration Number of communities/stages passed by users Time spend by each user Number of repeat visits to play game in a week Number of referrals to friends Number of Green Initiatives Purchased o Amount of money generated Voice Of Customer Monitor voice of customer through this campaign Kashif Khan - IE Business School (MDMK 2011)
  14. 14. Innovative & entertaining virtual world experience to the audience Objective Drive traffic from IMC campaign and provide edutainment platform to stay on the VW with the motive “ REMOVING BARRIERS AMONG COMMUNITIES” Age: 18 ~ 50 yearsTarget Audience Gender: Male 65% & Female 35% Geographical: Key EMEA Markets (Europe, Middle East & Africa) Internet Habits: Spend 2~3 hours onlineTarget Audience TOGETHER WE CAN BUILD GREEN COMMUNITY Kashif Khan - IE Business School (MDMK 2011)
  15. 15. Metaverses VW Page 1: After login they will see a page where entire world is dividedArchitecture into different communities Visitors will choose to visit communities of their own choice Once visitor will enter into that community ; a synopsis will be presented to him about that community , green problems & prospective solutions Visitor will interact with other visitors and will share his knowledge for the solution of those issues VW site look & feel will be close to actual area so that visitor will enjoy the virtual visit of that area More visitors will interact and participate , more they will earn green points Consumers can virtually interact with each other and it will help to achieve main campaign objective ”REMOVING BORDERS AMONG COMMUNITIES” Buying “GREEN INITIATIVE TOOLS” to raise money for green charity Kashif Khan - IE Business School (MDMK 2011)
  16. 16. Strategy For Awareness: Advergaming Online banner ads & rich media ads will be given on relevant portals Heavy awareness activities inside the game for VW VW links will be given in all TVC & print campaigns Relationship: Rich media, on-shop , IMC campaign & media Initiate offline meetings in few countries and invite top contributors partnership Drive Awareness and give them a chance to meet each other and build relationship This meeting can be organized on local & international levels Earn points by adding virtual friends like Facebook Varity of localized game avatars are available and visitors canAround the world with Relationship building from associate themselves with those avatars green VW VW platform Loyalty Build Relationship Sense Of Common Cause: More someone will participate and build green community; the more he will earn green points. There will be a winner on weekly basis. PR will play an important role hereEducation & Entertainment Together we can build from one Platform Edutainment green community Edutainment: Sense Of Common Cause Its a CSR platform and visitors are learning to make communities better & green in a interactive manner . Education & Entertainment is critical Loyalty: A team of frequent visitors and contributors will be made and they will be appointed brand ambassador for this noble cause and they will travel around to promote the campaign Kashif Khan - IE Business School (MDMK 2011)
  17. 17. Advertising KPI’sMeasurement Unique impressions delivered Unique visits on VW platform Total number of visitors CPM – Cost per thousand for the advertising inventory purchased CTR – Click through rate CPC – Cost per click CPS – Cost per session is also important to monitor Other Measurement Parameters Number of users /registration for VW o Geographical registration Number of communities stages covered by users Total time spend by each user Number of repeat visits on the virtual platform Number of referrals to friends Number of Green Initiatives Purchased o Amount of money generated Voice Of Customer Monitor voice of customer through this campaign Kashif Khan - IE Business School (MDMK 2011)
  18. 18. Synergy Elements Advergaming MetaversesTheme Save the Green Community Build the Green CommunityRegistration There will be one online registration and same login & Password will be used for both formatsAvatar One user can use one Avatar which will be used in both formats. Varity of Avatars available based on different communitiesCumulative Green Points Cumulative earned green points will be displayed on each platform for each userPR More relevant for VW visitors , offline meetings and media briefing sessions Kashif Khan - IE Business School (MDMK 2011)
  19. 19. Title Estimated Source Remarks Amount (Euro)Production Cost Euro 700,000 Olive Media Dubai Partial production house is in(Game + VW) India that’s why overall cost is economicalGlobal Online Media Euro 1 million Mr. Ahmad – MD Yahoo (MEA) He could be approached toBuying With Yahoo facilitate global agreementPR Activity and Euro 500,000 Orange global PR agency Global PR alignment will beMedia Events required for this campaign Kashif Khan - IE Business School (MDMK 2011)
  20. 20. Strategic Alliance with United Nations Environmental Programme (UNEP) is recommended to givecredibilityAlliance with leading online portal is important to save media cost. Yahoo is recommended as aglobal campaign partnerSocial Media Infiltration and PR is important to create buzz around the projectIts important to use Advergaming & Metaverses site links on the IMC campaign. It will help toincrease media coverage of the campaign. Orange In-shop activity is also important with “GREENORANGE LOGO” , especially during the campaign duration Kashif Khan - IE Business School (MDMK 2011)
  21. 21. End of DocumentContact: kashifwaqarkhan@gmail.com Kashif Khan - IE Business School (MDMK 2011)
  22. 22. Source Of Information Brand website : http://www.orange.com/en_EN/group/brand/ Press Office on the website YouTube videos Kashif Khan - IE Business School (MDMK 2011)

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