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  • Marketing in Telecom Industry

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    The document discusses marketing in the telecom industry. It provides background on how the industry was previously government-owned but has since opened to private players, leading to price wars and improved efficiency. It then outlines various aspects of marketing in telecom such as market segmentation based on consumers and services, developing marketing strategies including SWOT analysis and demand forecasting, and using the marketing mix of product, price, place, promotion, people, and physical evidence.

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    The document discusses marketing in the telecom industry. It provides background on how the industry was previously government-owned but has since opened to private players, leading to price wars and improved efficiency. It then outlines various aspects of marketing in telecom such as market segmentation based on consumers and services, developing marketing strategies including SWOT analysis and demand forecasting, and using the marketing mix of product, price, place, promotion, people, and physical evidence.

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    11 views8 pages

    Marketing in Telecom Industry

    Uploaded by

    Dhanashree
    The document discusses marketing in the telecom industry. It provides background on how the industry was previously government-owned but has since opened to private players, leading to price wars and improved efficiency. It then outlines various aspects of marketing in telecom such as market segmentation based on consumers and services, developing marketing strategies including SWOT analysis and demand forecasting, and using the marketing mix of product, price, place, promotion, people, and physical evidence.

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    © All Rights Reserved
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    of 8

    Marketing In Telecom Industry

    MADE BY:
    NIMESH KAMDAR 17028
    SHUBHAM GAIKWAD 17018
    KAPIL WAGH 17058
    SOMESH CHAUHAN 17010
    MANGESH KAGNE 17025
    Characteristics and history

    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.
    MARKET SEGMENTATION

     BASED ON CONSUMERS: -
    INDIVIDUAL
    CORPORATES
    RURAL
    URBAN
     BASED ON SERVICES: -
    FIXED WIRE LINES/WIRELSS
    MOBILE SERVICE
    INTERNT SERVICES
    VIDEO TELECOM SERVICES.
    MARKETING STRATEGY

     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 MIX

     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 contd ..

     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..

     Promotion:- Use of direct marketing, newspaper


    advertisement, TV advertisement.
     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
    Thank You

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