OMNITEL PRONTO ITALIA <ul><li>NAVIN BAFNA </li></ul><ul><li>GMBA 08 </li></ul>
SFONDO  - Background <ul><li>Omnitel the first private sector participant in Italian telecommunication market. </li></ul><...
Purpose of the case study- Positioning “LIBERO” <ul><li>LIBERO </li></ul><ul><li>No monthly fee </li></ul><ul><li>No incre...
Omnitel Strategy <ul><li>No intention to reduce prices. </li></ul><ul><li>Focus on the High end of the market. </li></ul><...
The figures <ul><li>Plan Details </li></ul><ul><li>Avg use – 193 min </li></ul><ul><li>Outgoing calls per month – 93 minut...
The Italian Market <ul><li>Italian market is influenced by the culture and the people are more Fashion oriented than any o...
Dissoluzione  - Solution <ul><li>In my opinion the product needs mass appeal and to increase its market share an excitemen...
<ul><li>“ The Pubblicita” </li></ul><ul><li>-  </li></ul><ul><li>The Campaign </li></ul>
LIBERO “NO DELIMITARE”
Liberta - Freedom “devoto libero, favellare libero” <ul><li>“Be free , Talk Free” </li></ul><ul><li>The solution, promotio...
No Monthly charges  Only Pay when you Use <ul><li>“ devoto libero, favellare libero” </li></ul><ul><li>“ Be Free, Talk Fre...
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Omnitel Pronto Italia

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OMNTEL PRONTO ITALIA

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Omnitel Pronto Italia

  1. 1. OMNITEL PRONTO ITALIA <ul><li>NAVIN BAFNA </li></ul><ul><li>GMBA 08 </li></ul>
  2. 2. SFONDO - Background <ul><li>Omnitel the first private sector participant in Italian telecommunication market. </li></ul><ul><li>Started operations in 1994 paid $469 million for GSM license. </li></ul><ul><li>Shares 4% market share. </li></ul><ul><li>Competition from ‘Telecom Italia Mobile (TIM)’ </li></ul>
  3. 3. Purpose of the case study- Positioning “LIBERO” <ul><li>LIBERO </li></ul><ul><li>No monthly fee </li></ul><ul><li>No increase in the commissions of the distributors. </li></ul><ul><li>Enhancing the demand of the Product. </li></ul><ul><li>Creating an Brand image for itself. </li></ul>
  4. 4. Omnitel Strategy <ul><li>No intention to reduce prices. </li></ul><ul><li>Focus on the High end of the market. </li></ul><ul><li>Reducing the churn rate (less than 15 %). </li></ul><ul><li>Not to indulge in price war with TIM. </li></ul><ul><li>Increase in the Market share </li></ul>
  5. 5. The figures <ul><li>Plan Details </li></ul><ul><li>Avg use – 193 min </li></ul><ul><li>Outgoing calls per month – 93 minutes.( Peak – 13 mins) </li></ul><ul><li>Incoming Calls per month – 100 minutes.( Peak – 25 mins) </li></ul><ul><li>Peak hrs charge – 1595 lits </li></ul><ul><li>Off peak hrs – 195 lits </li></ul><ul><li>Net Revenue – 72385 lits </li></ul><ul><li>Additional Set up charges – 10000 lits. </li></ul>
  6. 6. The Italian Market <ul><li>Italian market is influenced by the culture and the people are more Fashion oriented than any other european country. Latest Style is a symbol of status and people don’t want to compromise on the same. Thus the idea of subsidizing the Mobile handsets may not be a viable idea. </li></ul>
  7. 7. Dissoluzione - Solution <ul><li>In my opinion the product needs mass appeal and to increase its market share an excitement has to be created with ore efforts on the Marketing Strategy and its well upon to go with the ‘Libero’ option. </li></ul>
  8. 8. <ul><li>“ The Pubblicita” </li></ul><ul><li>- </li></ul><ul><li>The Campaign </li></ul>
  9. 9. LIBERO “NO DELIMITARE”
  10. 10. Liberta - Freedom “devoto libero, favellare libero” <ul><li>“Be free , Talk Free” </li></ul><ul><li>The solution, promotion campaign. </li></ul><ul><li>Anything where masses can be appealed and can be associated directly with the USP of the Plan. </li></ul><ul><li>USP – No Monthly charges. </li></ul>
  11. 11. No Monthly charges Only Pay when you Use <ul><li>“ devoto libero, favellare libero” </li></ul><ul><li>“ Be Free, Talk Free” </li></ul>

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