The document provides an IMC plan for Helliance Communications to address customer churn due to Mobile Number Portability (MNP). The plan includes developing customized plans and services, promoting 3G and associated mobile apps, and an integrated marketing communication strategy using print, outdoor, television, social media, sales promotion and public relations. The goal is to reduce churn by better communicating the benefits of Helliance's network and differentiated offerings.

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IMC Plan for Hellaince
IMC Project | Final Submission
Group O
Ajay R 2011PGP055
Mudit Agarwal 2011PGP081
Padma N 2011PGP087
Rahul Barwe 2011PGP091
Shirish Prakash Jain 2011PGP097
Umang Kulshrestha 2011PGP105

2. Company – Helliance Communication
Helliance Communications (HLCOM), is one of the largest private
sector information and communications company in India
HLCOM positions itself to be India’s no. 1 and most trusted network
Market scenario:
• Highly competitive and price sensitive
• Rapid technology development and changing operating models.
• Competitors like Fonevoda , Airlet, etc. are drawing MNP
customers
Current scenario for HLCOM:
• Invested into both GSM and CDMA
• Has also bought out 3G spectrum in 13 circles
HLCOM is faced with the problem of customer churn due to MNP in
both its GSM and CDMA services. Its High time they Stop this outflow !!

3. IMC Planning Process – Helliance
Review of Marketing Plan
Analysis of Promotional Program Situation
Assumption
Analysis of Communication Process Based
Budget Determination
Develop Integrated Marketing Communication Plan
Sales Personal PR/ Direct Internet/
Advertising Promotion Selling Publicity Marketing Interactive
Develop Objectives & Strategy for Each
Develop Message, Media Strategy & Tactics
Integrate and Implement marketing communications strategy
Monitor, Evaluate & Control IMC Program

4. Review of Current Marketing Plan
• The whole marketing communication is focused towards the
roll out of 3G
• Very less communication for MNP and attracting subscribers
from other operators
• Benefits from 3G roll out in 13 circles has not been targeted
towards drawing subscribers through MNP
• Competitors like Airlet and fonevoda are constantly
communicating a better network and drawing customers
• Following the same strategy of percentage of sales method
while they should spend more during MNP
Need to shift the Marketing objective towards reducing churn rate of
subscribers due to MNP

5. Current situation
Growth Dominated by Youngsters
• The year-on-year (Y-O-Y) • 25-35 years’ forms the single
growth in 2011 is 34.02%. largest age group among
• Wireless Teledensity mobile users
increased from 67.98 to 71.11
Shift towards data services Growth in Smartphone
Usage of data services increased Since 2009 the growth rate in the
12 times from march 2007 to smartphone segment has been
March 2011 approx. 300% (IDC)
MNP among youngsters
Age wise distribution of those who are willing
to go for MNP
20-30 years 41%
30-40 years 32%
40 years and above 27%

6. Understanding the consumers - Survey
How the following
parameter Affect MNP Mean
Decision
Call rates 3.82
http://www.surveymonkey.com/s/JL5QJHN Data rates 3.18
Network coverage 4.14
Variety of plans & services 3.05
New Technology Availability 3.77
Brand Perception 3.18
Customer Services 3.73
Features that could Mean
prevent MNP Decision
Customize your plan 3.79
Availability of Apps 3.09
Customizable (VAS) services
3.16
and applications

7. Marketing Strategies
Customized Plans and Services
Exchange of VAS Why This ?
Services • Increase usage of
Lack of awareness • Switch from 1 different VAS services
• Leads to increase
of VAS service to other
awareness about VAS
• Limited knowledge of having same cost
per period • Affordability due to
VAS usage in spite of
package reduction
heavy marketing Reduced duration • Fast switching of VAS
• According to Survey of VAS leading to more usage
Variety of VAS - 3.05/5 • VAS for reduced • Fixed revenue from
period of 5 days VAS
Problem Plan Details Implications

8. Marketing Strategies Continued..
3G with Mobile Apps
Music Download Apps • Music search App , Personalized Playlist App
Video App • Online Video Search App , YouTube App
Chat App • Single app for Gtalk, yahoo messenger, etc.
Social Network Apps • Facebook App, LinkedIn App, Tweeter App
Email App • Integrated email Apps configurable with Gmail, yahoo, etc.
Long term High Customer Involvement Services
M-Kissan • Agri /Commodity information ,Weather info etc. as
SMS Notifications for farmers
M-Abhyaas • Professional course material, competitive Exam
preparation, personality development
M-Youth • Latest application, news, songs or
games, sports, Bollywood
M-Healthcare • Telemedicine with the help of with leading hospital
chain
M-Money • Individual transactions, bill payments, cash
withdrawal and microfinance receipts and payments

9. Integrated Marketing Communication Plan
Mission
• Reducing the churn rate due to MNP through better differentiation
and communication of benefits
Money
• Movement from % of sales budget to Task and Objective based
budget
Message
• India’s most trusted network bringing about a change, working to
towards infinite possibilities
• Content (rational appeal) : Helliance Communication– One
Network Infinite Possibilities
• Structure : Group of people representing the trust and power of
Helliance comm helping those in problem and asking them to join
Helliance because it provides infinite possibilities.
• Format : Explaining benefit for particular possibility and then
asking people to join us
• Source : Company and its subscribers

10. Heliance Comm. Logo

11. Advertisements- Print Ads
Top Right: Customized Plans to fit
their needs
Top Left: Faster 3G plans
Bottom Right: High customer involvement

12. Advertisements- OOH
Customized service 3g ads on fast local trains
showing options
• M-money can be promoted at places near ATM, banks
• To promote M-youth and M-Abhyaas among youth pamphlets &
banner can be placed near educational institutes and book stores
• M-Kisaan can be further targeted at places like shandy market, retail
outlets in rural areas

13. Advertisements- TV storyboard
A person finds out that his A person is furious at the A person is frustrated with
data pack just expired and he bill overshoot again this the download speed that
can no more follow his stocks time. A group of people he gets. And then again a
portfolio on the move. (But comes and explains him group of people comes
he has hundred messages that they are free from the and shows him the speed
left). Second frame, group of worries of fluctuating that a combined group can
people comes and provides phone bill. gain.
him with different cell phones
showing different plans

14. Internet Marketing- Social Media
• Fixed budget
• Adjust Call rates and
data rates for same
budget
• Generate code from app
and use it to subscribe
the plan
• Help us to know the
success rate of the
campaign
Facebook App Facebook Game
(Make your plan) (Make your plan)
• Building trust by posting videos • Interactive Game which
gives free talk time to
of improving the life of people the winners
like farmers , students through • Status update promotes
viral marketing
high involvement services
(Brand trust)
Facebook Game
(Play more talk more)

15. Other IMC tools
Sales Promotion
• Discount on 3G plans for first few months for
MNP customer
• Free Vas service for 1st month
Direct Marketing
• Targeting Communities and Residential
colonies of companies as CUGs
Public Relations
• Sponsoring sports events
• Taking part in CSR activities related to Farmers
or Students for M- Kissan and M - youth

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