Your SlideShare is downloading. ×
Jordan GSM Clipping Analysis - Market Analysis - Sample Work
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Jordan GSM Clipping Analysis - Market Analysis - Sample Work

1,099

Published on

Jordan GSM Clipping Analysis …

Jordan GSM Clipping Analysis
Market Analysis
Sample Work

Published in: Business
3 Comments
2 Likes
Statistics
Notes
  • could u please send me a copy omarabusafieh@gmail.com thanx in advance
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Very nice indeed. Can I also have it? csecsex@gmail.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • very nice effort... please send it to me at zoza20200@yahoo.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,099
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
3
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. GSM Clippings Analysis
  • 2. Postpaid
  • 3. Zain - Postpaid
    • Postpaid offers earned a minor share of Zain’s communications in 2008 – early 2009
    • Benefits of a postpaid line were not explicitly highlighted
    • The offering was purely promotional (up to 25% and 40% free minutes) including a call for action element (limited offer)
    • Imagery was bright and fresh, yet it represented partial target segments (Businesses and females) which posed a risk of losing the appeal to other segments
  • 4. Orange - Postpaid
    • Postpaid offers earned a considerably reasonable share of Orange’s communication in 2008- early 2009
    • Benefits of a postpaid line were explicitly highlighted (per-second calls, 50% extra hours, 150 MB free GPRS bundle)
    • Collectively, the offering proposed flexibility and promotions such as discounted mobile devices
    • The messages were consistent, direct and inclusive (no hidden/tricky information)
    • Emotional messaging was evident through (Are you with Club?) which provided a sense of belonging
    • Poor art direction
  • 5. Umniah - Postpaid
    • Postpaid offers earned a considerably reasonable share of Umniah’s communication in 2008- early 2009
    • Messaging was dominated by Umniah’s USP of unlimited call plans
    • Promotional communication: discounted mobile devices
    • The messages were clear, strong and tactical
    • However, each ad included a long list of terms and conditions (when compared with Zain and Orange) which depicts transparency
    • The language was purely price-oriented
    • Cheap art direction (lack of variety, exclusive usage of Umniah’s colors)
  • 6. Postpaid - Conclusion
    • Generally speaking, postpaid plans earned minor shares of the overall communication activities carried by GSM operators in 2008 and early 2009
    • Zain lost the appeal to a large segment of the target audience due to the portrayal of partially-selected representations and the capitulation over discounted minutes in favor of the plan’s benefits. Comparatively, Zain scored high in terms of visual appeal and attractiveness.
    • Orange succeeded in exposing the benefits of postpaid plans, ran promotions and used and emotional language, yet the visual appeal and attractiveness scored low
    • Umniah spoke rationally and was purely price-oriented. Art direction was poor and depended excessively on the employment of Umniah’s logo and colors
  • 7. Pre-paid
  • 8. Zain Prepaid - ZJeelna
    • The (ZJeelna) campaign ran in outdoor and print
    • The messaging was entirely unclear
    • The language was not appropriately adapted to fit Zain’s guidelines and brand image/positioning ( دوبلناها وتكتكناها وزودناها، من الآخر، بونص )
    • The offering was vague and difficult to understand
    • Poor art direction
  • 9. Zain Prepaid – Zain El Kul
    • Zain El Kul is a prepaid plan that offered flexibility through:
      • 3P/m on-net calls
      • Unlimited validity
      • Optional features: free night calls, 50% discount on off-net calls, 6 super numbers for 1P/m (add 2 JD/month)
    • Flexibility was portrayed through the unconditional (3P/m on-net calls) which was conditionally part of other Zain prepaid plans (S7abak, Zain 5)
    • The naming was relevant and expressive (Zain El Kul): a plan for everyone belonging to Zain’s network
    • Imagery was somewhat relevant in portraying ‘unity’, yet it was dominated by a typical ‘sportive’ look
    • The messaging was clear and direct
  • 10. Zain Prepaid – Zain Muhafazat
    • The campaign was copy-based with no imagery
    • Benefits of the offering were concealed
    • Although the headline triggered attention and called for joining (Zain’s Family), yet it failed the answer to the eternal question ‘what’s in it for me?’
    • The implicit notion of the offering was purely unclear and incomplete
  • 11. Zain Prepaid – Zain S7abak
    • Zain S7abak is a competitive plan targeting the youth and meeting their exact needs of discounted tariffs
    • The imagery represented the target segment and was successfully portrayed
    • The messaging was clear, direct and explicit (no hidden information)
    • The offering was plain and easy to understand
    • Portrayal of the ‘university life’ look and feel
  • 12. Zain Prepaid - Conclusion
    • Prepaid plans earned a large share of the overall communication activities carried by Zain operators in 2008 and early 2009
    • Collectively, Zain’s prepaid campaigns can be described as following:
      • The offerings’ naming is relevant and warm
      • Lack of a unique identity/look and feel for prepaid plans
      • Comparatively, art direction is professional
      • Confusion and vagueness is common
      • Lack of promotions, discounted plans and added-values
  • 13. Orange Prepaid - Mumtaz
    • Mumtaz is a competitive plan that appeals to Orange subscribers and non-subscribers alike by offering a unified tariff for all networks (5P/m)
    • The messaging, offering and naming were clear and easy to understand
    • The headline would attract the attention of Orange non-subscribers
    • Poor art direction
  • 14. Orange Prepaid – A7la
    • The plan capitalized over Orange’s network of 2.3 million fixed and mobile subscribers, a value that is highly welcomed by mobile users
    • The offering provided reasons for subscribing/switching to Orange: cheap tariffs, large customer base and discounted international calls
    • Very poor art direction
  • 15. Orange Prepaid – Friends
    • Orange’s ‘Friends’ plan targeted the youth and offered discounted/free calls to a selected list of 5 friends
    • Art direction was simple and relevant
    • The messaging was direct and highlighting the key benefit of the plan despite the inclusion of too many details
    • The look and feel of the campaign reflected ‘youth’ and ‘fun’ appeals
  • 16. Orange Prepaid - UniZone
    • Orange’s UniZone campaign began with a teaser portraying a long-haired young man with very limited income that suggests his incapability of cutting his own hair, and was very successful in drawing attention
    • The revealer implied that Orange offers the young man (a university student) unlimited calls despite his low budget
    • The messaging was cluttered and included several terms and conditions
    • The offering is relevant, valuable and satisfies previously unmet opportunities by other GSM operators
    • Interestingly, the campaign was successful in creating an association between a common Jordanian lingo ( معيش احلق ) and Orange’s UniZone plan, which became a slang reference to Orange
  • 17. Orange Prepaid - Promotions
    • Several promotions ran for Orange's prepaid plans that included free minutes, discounted mobile devices and free lines
    • The messaging was clear, inviting and explicit
    • The language was warm and reflected an appreciative attitude
    • The offering was relevant, valuable and appealing
    • Poor art direction
  • 18. Orange Prepaid - Conclusion
    • Prepaid plans earned a large share of the overall communication activities carried by Orange operators in 2008 and early 2009
    • Collectively, Orange’s prepaid campaigns can be described as following:
      • The offerings’ naming is relevant and simple
      • Confusing and ever-changing look and feel
      • Art direction is poor and unprofessional
      • Clear, direct and explicit
      • Various promotions, discounted plans and added-values
  • 19. Umniah Prepaid - Bitaqa
    • Umniah’s ‘Bitaqa’ plan targeted Umniah’s subscribers and non-subscribers through highlighting cheap on and off net tariffs
    • The messaging was clear, however, included several terms and conditions that would reduce interest in the offering
    • The offering included implicit hidden conditions
    • The language used was popular, slang and common
    • Cheap art direction
    • Notably, all Umniah’s ads included labels at the top right corner indicating the offering category
  • 20. Umniah Prepaid – Mosta7eel
    • Umniah’s ‘Mosta7eel’ campaign was a continuation of an earlier offering launched in response to Zain’s (Zain 5) campaign
    • The messaging was clear and direct with less terms and conditions as compared to Umniah’s offerings in general
    • The offering was a direct call for action for a limited period
    • Cheap art direction
  • 21. Umniah Prepaid – Ana Shabab
    • ‘ Ana Shabab’ is umniah’s youth plan
    • The messaging was clear and direct despite the inclusion of several terms and conditions
    • The offering was purely price-oriented
    • Cheap art direction
    • The look and feel was dull and unengaging, and would appeal to price-sensitive targets only
  • 22. Umniah Prepaid – Ma3ana
    • ‘ Ma3ana’ is another prepaid plan by Umniah that associated charged amounts with free minutes
    • The messaging capitalized over the ‘impossible’ concept adapted through several campaigns by Umniah which poses a threat of confusion with other offers
    • The offering was purely price-oriented, offering free minutes and discounted tariffs
    • Cheap art direction
  • 23. Umniah Prepaid - Muhafazat
    • Celebrity endorsement was evident through Umniah’s ‘Muhafazat’ campaign
    • The endorsement was successfully implemented through linking the values of nationalism and masculinity associated with ‘Omar Al Abdallat’ with Umniah’s Muhafazat line targeting Jordan’s governorates
    • The messaging was clear despite the inclusion of several terms and conditions
    • The language used communicated a relevant appeal of ‘nationalism’ and ‘unity’ to the target segment
    • The campaign was carried on concerts and a music album by Omar Abdallat exclusively for Umniah
  • 24. Umniah Prepaid – Visitors Package
    • Umniah’s Visitors Package targeted Jordan visitors
    • Benefits of the offering were very similar to other prepaid plans which indicates that the visitors package is just another naming that offers the same benefits to attract Jordan's visitors
    • The messaging included several details that required adequate attention
    • Cheap art direction
  • 25. Umniah Prepaid – Promotions
    • Umniah ran several promotions offering seasonal benefits related to prepaid plans
    • The messaging was purely rational and price-oriented
    • Cheap art direction
  • 26. Umniah Prepaid - Conclusion
    • Prepaid plans earned a large share of the overall communication activities carried by Umniah operators in 2008 and early 2009
    • Collectively, Umniah’s prepaid campaigns can be described as following:
      • The offerings’ naming is slang and common
      • Excessive employment of Umniah’s logo and colors resulting in a fatigue factor
      • Art direction is cheap
      • Inclusion of extended terms and conditions, sometimes tricky
      • Various promotions and discounted plans
  • 27. Value-Added Services (VAS)
  • 28. Zain - VAS
    • Live Radio Ringtone
    • Roaming GPRS
    • Profile Ringtones (Meeting, silent, ..)
    • Corporate Ringtone
    • Translation
    • Backup Copy
    • Online Payment
    • Office Portal to read emails
    • Zain – Arab Bank Credit Card
    • and points system
    • Zain Skies
    Exclusive
  • 29. Zain - VAS
    • Tawjihi Results
    • Euro-cup services
    • CLIR
    • CLI+
    • 7aleeha
    • Games
    Non-exclusive
  • 30. Zain - VAS
    • *111#
      • Amal Dabbas Comics
      • Al Jazeera News
      • Play Trix
      • Valentine channel for love songs
      • Cinema Guide
      • Weather news
      • Jokes
      • Horoscope
      • Islamic channel: quranic verses and prays
      • Sam3ni ringtones
    *111#
  • 31. Zain - VAS
    • Watwet.com (Twitter)
    • AboAwad Cartoons
    • Abumahjoob Ringtones
    • Where2go Guide
    Joint Services
  • 32. Orange - VAS
    • Pray schedule during ramadan
    • Credit Transfer
    • Live broadcast of:
      • Body Language
      • Personality Analysis
      • Dream interpretation
      • NLP
    Exclusive
  • 33. Orange - VAS
    • My friends ringtone
    • CLIR
    • CLI+
    • Send ادعية to friends
    • Ramadaniat
    • Orange World
    • Wap Content (clips, videos)
    • Tawjihi Results
    Non-exclusive
  • 34. Orange - VAS
    • Dandana Ringtones:
      • Kathem El Saher
      • Al Rawabi
      • Abdel Kader Koza3
      • Marsel Khalefeh
      • Sami Yosef
      • Fairuz
      • Yehya Hawa
      • Iraqi Songs
      • Al Yarmouk Band
      • Tamer Husni
      • Hussein El Salman
      • Al Dameer Al Arabi
    Dandana
  • 35. Umniah - VAS
    • Voice Messages
    • Fixed phone sim card
    • MCN (Block Incoming Calls + SMS)
    • Block
    • أدفع عني : call receiver pays the tarrif
    • DJ Cool: background music and jokes
    • Video audio Chat (MMS)
    • Royal Jordanian Airline Calls
    • Hollywood movies, ringtones, wallpaper
    Exclusive
  • 36. Umniah - VAS
    • Euro-cup news
    • Tawjihi Results
    • Wap games download
    • CLIR
    • CLI+
    Non-exclusive
  • 37. Umniah - VAS
    • أغنيلك
      • Omar Abdallat – Muhafazet
      • Nancy Ajram
      • Toni Qattan
      • Oleh
      • English Variety
      • Arabic Variety
    أغنيلك
  • 38. Umniah - VAS
    • *100#:
      • Sport News
      • Jokes
      • Horoscope
      • Proverbs
      • Cinema Guide
      • Weather News
      • Chat
      • أدفع عني : call receiver pays the tarrif
    *100#
  • 39. Findings
  • 40. The Message Criteria Zain Umniah Orange Clarity Clear Incomplete Cluttered Extended Terms Clear Plan Naming Relevant Brand-Oriented Slang Common Simple Clear Relevance Relevant Relevant Generic Reader friendly Reader Friendly Lenghty Direct Explicit Emotional/Rational Emotional Rational Rational Closeness N/A N/A N/A Consistent Consistent in terms of themes, fonts and layouts Consistent Umniah Logo Inconsistent Distinctive Distinctive Distinctive Non-distinctive
  • 41. The Visual Criteria Zain Umniah Orange Clarity Clear Clear and Direct Unclear Attractiveness Attractive Unattractive Cheap Unattractive Confusing Consistent/Familiar Consistent Consistent Inconsistent Creative N/A N/A N/A Relevant Somewhat relevant Relevant to the target Irrelevant Emotional/Rational Emotional Rational Rational Unique Unique Unique Generic Boring/Dynamic & interesting Fresh and Exciting Boring Excessive usage of Umniah Logo Neutral
  • 42. SWOT Analysis
    • Strengths
    • Perception and positioning of being the Leader
    • Most advanced in terms of VAS and Communications
    • Regional Brand (ex. One network)
    • Heritage (ex-Fastlink)
    • Opportunities
    • Utilize the (Wonderful World) in communications
    • Boost VAS in terms of services variety (vs. Umniah) and communications
    • Introduce a Loyalty programs (will be the first to introduce it in Jordan)
    • Internal branding to reflect the (Wonderful World) in all personal communications
    • Reward system for life-time customers
    • Focus on Postpaid plans, offering more benefits
    • Weaknesses
    • Very emotional in terms of communications
    • Transparency issues: hidden information and tariffs (vs. Orange & Umniah)
    • Lack of promotions (vs. Orange & Umniah)
    • Threats
    • Pursuing on the current communication strategy which will eventually harm the brand
    • Churn
    • Lost appeal to specific target segments
    • Credibility Issues (under delivery of promise)

×