Case Study Analysis- Vtel

Presented By: Swagat Patra Yuki Jain Anubha Mathur Dhariti Walia LaxmiNarashimha

Scope
1 metro circle 9 telecom circles

Market condition
Indian telecom players are baffled with price wars in the industry. Major telecom players are moving into premier segment (Airtel Increased tariffs in 5 telecom circles and planning for the same in few other circles, Vodafone will also follow in near future)

Marketing Strategy
V-Tel would target five primary market segments:
General consumer and business market. Domestic Traveler/Calling Card.

Specifically tailor market offering to each customer segment. All customer segments that we target seek reliable communications that are easy to use. Feature preferences vary in between the segments. Business travelers, have a strong need for a universal communications portal that will take care of all their communication needs.

Operational Strategy
Tapping in to rural and semi urban markets Out sourcing infrastructure and Back-end services Tier II cities
Offering VAS, 2G, 3G Main focus is on expanding Broadband infrastructure and services.

Tier III cities 2G, VAS Higher emphasis on ARPU.

Sales strategy
Postpaid/Prepaid services Free SIM Cards with free 500MB Data Dynamic tariffs (5% to 70%) Roaming free in the central and east circles Selling more Data than Voice Small denomination recharge coupons Transferring balance facility

Sales Programs
Direct Sales Print advertising Trade shows Web advertising