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Mos final
The marketing plan is for Idea, the third largest GSM company in India. It segments the market geographically and demographically, targeting individuals aged 16 to 60 in rural, urban and semi-urban areas. The plan discusses Idea's positioning in terms of call rates and coverage. It performs a SWOT analysis and uses Porter's Five Forces model. The plan outlines Idea's product and service offerings and promotion strategies, which include sponsoring sports teams and green campaigns. It sets a vision to gain 30% market share by 2015 and discusses pricing, physical stores and recommendations to focus on value-added services and local content.
Mos final
- 1. MARKETING PLANPresented By:Ghanshyam Guptaghanshyamgupta7@gmail.com04/05/20101iilm gurgaon
- 2. About IdeaLeading mobileoperator in IndiaAdityaBirla group is the sole promoter3rd Largest GSM company in IndiaCovernearly 70 % of India’stelephonypotential04/05/20102iilm gurgaon
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- 4. SegmentationGeographicRegions and cities-Idea GSM services are licensed in 13 circles of India and used in metro cities & small villages DemographicAge, Family size, Income, Occupation, Education04/05/20104iilm gurgaon
- 5. Target MarketAny onefrom 16 to 60 years old from rural,urban & semi-urban area.60% target market is from rural area04/05/20105iilm gurgaon
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- 8. Part of theAditya Birla Group
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- 10. Recharge coupons areavailable only in towns
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- 12. Opportunities:-GDP has improvedsignificantly
- 13. Expected to enjoygrowth due to its low tele-density and increasing affordabilityRegulatory environment is improving Threats:-Intense competition
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- 15. Porters five forcesModelThreat from Competition – High
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- 18. Threat of Substitutes– High
- 19. Threat of NewEntrants – Previously low, now High04/05/20109iilm gurgaon
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- 22. Services Offered SMSbased service
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Editor's Notes
- #5 Age:- 15 years onwards.Family Size:- Large family uses more phones to connectIncome:- Does not affect much in segmentationOccupation:- Used by all class of peopleEducation:- Used by educated as well as uneducated people
- #16 In March 2010, Idea tied up with Deccan Chargers, one of the teams participating in the Indian Premier League (IPL). IPL provided Idea with a good opportunity for its brand building exercise as the competition was closely followed by the entire country.
- #17 GO GREEN ! IDEA has transformedAhmedabad and Mumbai bus shelters into The campaign will quiz viewers about happenings during telecast ofcricket matches. Green covers, with potted plants, and tendril climbers to convey the green message.
- #18 Taking its Innovative Use Mobile- ‘Save Paper campaign’ IDEA Cellular, the GSM mobile service operator has partnered with the two leading Coffee chains – Barista and Café Coffee Day – to spread awareness about its Green campaign through a unique mobile application that will allow people to download the menu card and bill on their mobile phones. This will eliminate the need for paper-based menu and bill in that particular transaction.