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Sathiya Soruban.EPROMOTION
PROMOTION   TRADE        PRODUCT      BRANDPROMOTIONS    PROMOTIONS   PROMOTIONS
Proposing a new offers to attract the retailer                           ‘Mera Offer’ - Vodafone Currencies               ...
“important role in retaining old consumers and attracting new ones”                           BASE & StrategySALES PROMOTI...
Introductory offers………                     Free Sim Cards                            FRC & SRCPRODUCT PROMOTIONS          ...
Upselling & Cross sellingSeasonal Special Recharge packs- free subscription offers& talktime offers-through SMS & Automate...
‘’prepaid market with low ARPU(Average Revenue per unit) and high                     minutes of usage(MoU)’’             ...
Tagline        USP           Segment         Target          Position                   Airtel        Express        Top  ...
BRAND PROMOTIONS
Bitch Please …….BRAND PROMOTIONS
‘’Promotion Campaigns is the way to differentiate’’                   Airtel - Har friend Zaroori Hotha HaiBRAND PROMOTION...
• TV Commercials                   -British Airways to southwest Pacific ;Jo tera hai who mera hai                   -Just...
• Sponsors                         Sports..Ipl                         Community Events                         Talent Sho...
‘’VAS is the only area where there is a huge opportunity  of making large profit in current telecom market as ithelps the ...
Appearance of celebrities does not influence buyingbehaviorMost liked AdsThe most effective promotional tools• Tv ads• New...
Influencing Factor of Perceived Service Quality            •   Reliability            •   Responsiveness            •   As...
RELIABILITY FACTORS                                  Perform service right the first time <                               ...
RESPONSIVENESS FACTORS                                                 Easy to contact <                                  ...
ASSURANCE FACTORS                                                      Courteous <                                        ...
EMPATHY FACTORS                                         Individual attention <                                            ...
TANGIBLES FACTORS                                                    Showrooms <                                          ...
NETWORK QUALITY                              Coverage( Highways, inside buildings, basements) <                           ...
Most Prevalent Service issues                                            wrong billing ,service            Airtel         ...
• Cronbach Alpha                                                                 Model Summary            Model           ...
• No proper research             Voice Messages-Expected to be great feature       • Not selecting the right service desig...
MATURE MARKET    HIGH LEVEL OF COMPETITION    REDUCED SWITCHING COSTS    OPTIONS AVAILABLE    REDUCED THE TOLERANCE ZONE ...
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Promotions-Cellular service providers;survey report on Qos Dimensions

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Promotions-Cellular service providers;survey report on Qos Dimensions

  1. 1. Sathiya Soruban.EPROMOTION
  2. 2. PROMOTION TRADE PRODUCT BRANDPROMOTIONS PROMOTIONS PROMOTIONS
  3. 3. Proposing a new offers to attract the retailer ‘Mera Offer’ - Vodafone Currencies ‘Airtel Premier League’ - Recognition on JournalsTRADE PROMOTIONS `Navrathna Retailer Contests’ –Gifts ‘Display Contest’ ‘Lucky Draw Coupon ‘ Free Talktime Offers on achieving activation targets High Margins Boards& Banners Retailer Meets Certificates to Display Schemes and free outings
  4. 4. “important role in retaining old consumers and attracting new ones” BASE & StrategySALES PROMOTIONS Segmentation Circles Competition
  5. 5. Introductory offers……… Free Sim Cards FRC & SRCPRODUCT PROMOTIONS Namma Thamizhagam Pack- Local Usages One India Packs Free Talktimes ISD Packs Students Packs- Nanban pack/Thala pack Combo Packs
  6. 6. Upselling & Cross sellingSeasonal Special Recharge packs- free subscription offers& talktime offers-through SMS & Automated voice callsProduct Bundling – Special offers with Mobile phone buyersOn shop activities have a significant role ingenerating business as these are the last Ads to which customers come incontact before buying the service. humans are more under the influence offresh exposure as compared to past ones . Pos – Pamplets & PostersCorporates- Bundled packs with wireless , Fixed line , BroadbandClosed group calling- Price slashesCustomized Corporate caller tunesNo conventional channels of promotions are used
  7. 7. ‘’prepaid market with low ARPU(Average Revenue per unit) and high minutes of usage(MoU)’’ Tariff plays the main role in marketingPRODUCT PROMOTIONS Penetrative Pricing Competitive Pricing=>’PRICE WAR’
  8. 8. Tagline USP Segment Target Position Airtel Express Top Elite YUPS Aspirational;L yourself Brand;VAS Class;corpora ifestyle tes Vodafone Power to you Advertiseme Upper Students;cor Cheerful;HuBRAND PROMOTIONS nts;VAS class;corpora porates morous tes;lifestyle Tata Docomo Do the new Per second Middle class Students;seni Pay as per pulse or citizens use Idea An Idea can Low cost Middle;upper Students;wor Smartness change your booster middle class kers;labourer life packs s BSNL Connecting Govn. ; Senior Middle Reliable;low India Quality citizens;cons class;urban& priced ervative rural audience Reliance Karlo dunia Handsets Lower;lower Rural, daily Confidence muthi mein middle class wagers
  9. 9. BRAND PROMOTIONS
  10. 10. Bitch Please …….BRAND PROMOTIONS
  11. 11. ‘’Promotion Campaigns is the way to differentiate’’ Airtel - Har friend Zaroori Hotha HaiBRAND PROMOTIONS Idea – Education for all ; Use mobile save paper mobile telephony to solve issues Aircel – Save Tigers Vodafone – Happy to help Relinace- Mera plan hai Docomo- Pay for what you use; Keep it simple,silly!
  12. 12. • TV Commercials -British Airways to southwest Pacific ;Jo tera hai who mera hai -Just make you think!!! get an ideaBRAND PROMOTIONS -Storytelling -Cute and Charming ZoOZoO -The cricket Connect ; verbal information -Simple and colorful; value is what you pay • Bill Board Advertising • Press Advertising • Radio Advertising
  13. 13. • Sponsors Sports..Ipl Community Events Talent Shows Award Ceremonies ConferencesBRAND PROMOTIONS Cultural Events • Kiosks • Promotional Alliances with movies • Product Placement • Social Media
  14. 14. ‘’VAS is the only area where there is a huge opportunity of making large profit in current telecom market as ithelps the players to increase their Average Revenue Per User (ARPU)’’
  15. 15. Appearance of celebrities does not influence buyingbehaviorMost liked AdsThe most effective promotional tools• Tv ads• News papers• Hoardings• Magazines• InternetMost compelling medium that influences buying behavior
  16. 16. Influencing Factor of Perceived Service Quality • Reliability • Responsiveness • Assurance • Empathy • TangiblesSURVEY -1 • Network Quality
  17. 17. RELIABILITY FACTORS Perform service right the first time < Promised time < Information communication < Accurate billing < Reputation <SURVEY -1 1 2 3 4 5
  18. 18. RESPONSIVENESS FACTORS Easy to contact < Resolve Quickly < Willing to help < Prompt Service <SURVEY -1 1 2 3 4 5
  19. 19. ASSURANCE FACTORS Courteous < Safe Transactions < Knowledgeable < Instills confidence <SURVEY -1 1 2 3 4 5
  20. 20. EMPATHY FACTORS Individual attention < Best interests < Flexible and Accessible <SURVEY -1 1 2 3 4 5
  21. 21. TANGIBLES FACTORS Showrooms < Employee Neatness < Materials associated <SURVEY -1 1 2 3 4 5
  22. 22. NETWORK QUALITY Coverage( Highways, inside buildings, basements) < Voice clarity < Call Drops < Peak hour calls <SURVEY -1 1 2 3 4 5
  23. 23. Most Prevalent Service issues wrong billing ,service Airtel disconnections service disconnections, Aircel connectivity sim registration fails, Idea connectivity, calldrops Reliance wrong billing ,connectivitySURVEY -1 Tata Docomo service disconnections call drops, wrong billing, Sim Vodafone Blocks
  24. 24. • Cronbach Alpha Model Summary Model Adjusted R Std. Error of the R R Square Square Estimate 1 .752a .723 .712 .536 dimension0 a. Predictors: (Constant), Physical Evidence, Empathy, Network Quality, Reliability, Assurance, Responsiveness Coefficientsa Model Unstandardized Coefficients B Sig. 1 (Constant) 1.410 .061 Reliability 0.135 .015SURVEY -1 Responsiveness 0.171 .002 Assurance 0.110 .032 Empathy 0.095 .041 Network Quality 0.276 .000 Physical Evidence 0.082 .059
  25. 25. • No proper research Voice Messages-Expected to be great feature • Not selecting the right service design and Standards Vodafone Delights • Not delivering on standards Idea Cellular – Vodafone signal towers • Uncouth Customer behavior in postpaid bill paymentsGAPS
  26. 26. MATURE MARKET HIGH LEVEL OF COMPETITION REDUCED SWITCHING COSTS OPTIONS AVAILABLE REDUCED THE TOLERANCE ZONE Concentrate on Satisfaction and retention

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