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MARKETING PLAN<br />Presented By :<br />Ghanshyam Gupta<br />ghanshyamgupta7@gmail.com<br />04/05/2010<br />1<br />iilm gu...
About Idea<br />Leading mobile operator in India<br />AdityaBirla group is the sole promoter<br />3rd Largest GSM company ...
SEGMENTATIONTARGET MARKETPOSITIONING<br />04/05/2010<br />3<br />iilm gurgaon<br />
Segmentation<br />Geographic<br />Regions and cities -Idea GSM services are licensed in 13 circles of India and used in me...
Target Market<br />Any one from 16 to 60 years old from rural,urban & semi-urban area.<br />60% target market is from rura...
Positioning<br />Call rates<br />HIGH<br />HIGH<br />coverage<br />LOW<br />LOW<br />04/05/2010<br />6<br />iilm gurgaon<b...
SWOT Analysis<br />Strength :-<br /><ul><li>Innovative strategies
Part of the Aditya Birla Group
 CSR</li></ul>Weaknesses:-<br /><ul><li>High Debt Equity ratio
Recharge coupons are available only in towns
Connectivity</li></ul>04/05/2010<br />7<br />iilm gurgaon<br />
Opportunities:-<br /><ul><li>GDP has improved significantly
Expected to enjoy growth due to its low </li></ul>     tele-density and increasing affordability<br /><ul><li>Regulatory e...
Alternative Technology</li></ul>04/05/2010<br />8<br />iilm gurgaon<br />
Porters five forces Model<br /><ul><li>Threat from Competition – High
Customer Bargaining Power – High
Supplier Bargaining Power –  Low
Threat of Substitutes – High
Threat of New Entrants – Previously low, now High</li></ul>04/05/2010<br />9<br />iilm gurgaon<br />
MARKETING MIX<br />04/05/2010<br />10<br />iilm gurgaon<br />
Product<br />04/05/2010<br />11<br />iilm gurgaon<br />
Services Offered<br /><ul><li> SMS based service
Voice based service
GPRS
Roaming service
Customer care service
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Mos final

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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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