Marketing by telecom

industry
Made by: sanjeev sahani

sanjeev
 Government owned the service providers for long
period
It was in 1994 that private players were allowed.
Price wars started and now the charges are so low
that anyone can afford.
Efficiency has also improved dramatically

CHARACTERISTICS—
ENTRY AND EXIT BARRIERS
BUYERS MARKET BECAUSE OF INTENSE
COMPETITION. and history
Characteristics
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 BASED ON CONSUMERS—
INDIVIDUAL
CORPORATES
RURAL
URBAN
 BASED ON SERVICES—
FIXED WIRE LINES/WIRELSS
MOBILE SERVICE
INTERNT SERVICES
VIDEO TELECOM SERVICES.

MARKET SEGMENTATION
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 SWOT ANALYSIS
 DEMAND FORECASTING
 SERVICE STRATEGY ( BROADNING & UPGRADING
ESSENTIAL)
 PRICNG STRATEGY—
 POSITIONING STRATEGY
 PROMOTION STRATEGY (DIFFERENT MEDIA AND
COMMUNICATION FOR DIFFERENT GROUPS)
 IMPLEMENTATION
 CONTINUOUS MONITORING

MARKETING STRATEGY
sanjeev
 PRODUCT/SERVICE
CHANGING TECHNOLOGY AND CHANGING NEEDS OF
CONSUMEERS – CONTINUOUS CHANGES IN PRODUCTS.
NEW SERVICES CREATE NEW MARKETS.
* FIXED LAND LINE/WIRELESS SERVICES—
LONG DISTANCE/SHORT DISTANCE
* MOBILE SERVICE
* INTERNET
* VIDEO TELECOM SERVICES– VIDEO
CONFERENCING,VIDEOPHONE

MARKETING MIX
sanjeev
 Price: can be cost based, customer based,demand
based,competition based
 Telecom companies are resorting to competition
based pricing.
 Payment modes—pre-paid,post paid

 Place– During monopoly of BSNL/DOT consumers

were required to go to different offices. Now the
private operators are offering services from places
more convenient to customers...Generally multi-
services from one point only..

Marketing mix contd..

sanjeev
 Promotion—Use of direct marketing,newspaper
advt.,TV advt..
 Promotion campaigns are quite innovative.

 People—prompt repair,maintenance service essential.

People(employees)must report immediately .

 Physical evidence–
Some tangible clues essential..One such clue is Telephone
directory.
Sleek and attractive mobile phone

Marketing mix contd..

sanjeev