LOGO

IMC Plan for HellainceIMC Project | Final Submission

Group OAjay R 2011PGP055Mudit Agarwal 2011PGP081Padma N 2011PGP087Rahul Barwe 2011PGP091Shirish Prakash Jain 2011PGP097Umang Kulshrestha 2011PGP105

Company – Helliance Communication

Helliance Communications (HLCOM), is one of the largest private sector information and communications company in India

HLCOM positions itself to be India’s no. 1 and most trusted network

Market scenario:• Highly competitive and price sensitive• Rapid technology development and changing operating models.• Competitors like Fonevoda , Airlet, etc. are drawing MNP

customers

Current scenario for HLCOM:• Invested into both GSM and CDMA • Has also bought out 3G spectrum in 13 circles

HLCOM is faced with the problem of customer churn due to MNP in both its GSM and CDMA services. Its High time they Stop this outflow !!

IMC Planning Process – Helliance

Review of Marketing Plan

Analysis of Promotional Program Situation

Analysis of Communication Process

Budget Determination

Develop Integrated Marketing Communication Plan

AdvertisingSales

PromotionPersonalSelling

PR/Publicity

DirectMarketing

Internet/Interactive

Develop Objectives & Strategy for Each

Develop Message, Media Strategy & Tactics

Integrate and Implement marketing communications strategy

Monitor, Evaluate & Control IMC Program

Assumption Based

Review of Current Marketing Plan

• The whole marketing communication is focused towards the

roll out of 3G

• Very less communication for MNP and attracting subscribers

from other operators

• Benefits from 3G roll out in 13 circles has not been targeted

towards drawing subscribers through MNP

• Competitors like Airlet and fonevoda are constantly

communicating a better network and drawing customers

• Following the same strategy of percentage of sales method

while they should spend more during MNP

Need to shift the Marketing objective towards reducing churn rate of subscribers due to MNP

Current situation

Growth• The year-on-year (Y-O-Y)

growth in 2011 is 34.02%.• Wireless Teledensity

increased from 67.98 to 71.11

Dominated by Youngsters• 25-35 years’ forms the single

largest age group among mobile users

Shift towards data servicesUsage of data services increased 12 times from march 2007 to March 2011

Growth in SmartphoneSince 2009 the growth rate in the smartphone segment has been approx. 300% (IDC)

Age wise distribution of those who are willing to go for MNP

20-30 years 41%

30-40 years 32%

40 years and above 27%

MNP among youngsters

How the following parameter Affect MNP

DecisionMean

Call rates 3.82

Data rates 3.18

Network coverage 4.14

Variety of plans & services 3.05

New Technology Availability 3.77

Brand Perception 3.18

Customer Services 3.73

Understanding the consumers - Survey

http://www.surveymonkey.com/s/JL5QJHN 

Features that could prevent MNP Decision

Mean

Customize your plan 3.79

Availability of Apps 3.09

Customizable (VAS) services and applications

3.16

Marketing Strategies

Customized Plans and Services

Problem

Lack of awareness of VAS

• Limited knowledge of VAS usage in spite of heavy marketing

• According to Survey Variety of VAS - 3.05/5

Plan Details

Exchange of VAS Services

• Switch from 1 service to other having same cost per period

Reduced duration of VAS

• VAS for reduced period of 5 days

Implications

Why This ?• Increase usage of

different VAS services• Leads to increase

awareness about VAS• Affordability due to

package reduction• Fast switching of VAS

leading to more usage• Fixed revenue from

VAS

3G with Mobile Apps

Marketing Strategies Continued..

• Music search App , Personalized Playlist AppMusic Download Apps

• Online Video Search App , YouTube AppVideo App

• Single app for Gtalk, yahoo messenger, etc.Chat App

• Facebook App, LinkedIn App, Tweeter AppSocial Network Apps

• Integrated email Apps configurable with Gmail, yahoo, etc.Email App

Long term High Customer Involvement Services

• Agri /Commodity information ,Weather info etc. as SMS Notifications for farmersM-Kissan

• Professional course material, competitive Exam preparation, personality developmentM-Abhyaas

• Latest application, news, songs or games, sports, BollywoodM-Youth

• Telemedicine with the help of with leading hospital chainM-Healthcare

• Individual transactions, bill payments, cash withdrawal and microfinance receipts and paymentsM-Money

Integrated Marketing Communication Plan

Mission• Reducing the churn rate due to MNP through better differentiation

and communication of benefitsMoney• Movement from % of sales budget to Task and Objective based

budgetMessage• India’s most trusted network bringing about a change, working to

towards infinite possibilities• Content (rational appeal) : Helliance Communication– One

Network Infinite Possibilities• Structure : Group of people representing the trust and power of

Helliance comm helping those in problem and asking them to join Helliance because it provides infinite possibilities.

• Format : Explaining benefit for particular possibility and then asking people to join us

• Source : Company and its subscribers

Heliance Comm. Logo

Advertisements- Print Ads

Top Right: Customized Plans to fit their needs

Top Left: Faster 3G plans

Bottom Right: High customer involvement

Advertisements- OOH

Customized service showing options

• M-money can be promoted at places near ATM, banks • To promote M-youth and M-Abhyaas among youth pamphlets &

banner can be placed near educational institutes and book stores• M-Kisaan can be further targeted at places like shandy market, retail

outlets in rural areas

3g ads on fast local trains

A person is furious at the bill overshoot again this time. A group of people comes and explains him that they are free from the worries of fluctuating phone bill.

A person is frustrated with the download speed that he gets. And then again a group of people comes and shows him the speed that a combined group can gain.

A person finds out that his data pack just expired and he can no more follow his stocks portfolio on the move. (But he has hundred messages left). Second frame, group of people comes and provides him with different cell phones showing different plans

Advertisements- TV storyboard

Internet Marketing- Social Media

Facebook App (Make your plan)

• Fixed budget• Adjust Call rates and

data rates for same budget

• Generate code from app and use it to subscribe the plan

• Help us to know the success rate of the campaign

Facebook Game (Make your plan)

• Building trust by posting videos of improving the life of people like farmers , students through high involvement services (Brand trust)

Facebook Game (Play more talk more)

• Interactive Game which gives free talk time to the winners

• Status update promotes viral marketing

Other IMC tools

Sales Promotion

• Discount on 3G plans for first few months for MNP customer

• Free Vas service for 1st month

Direct Marketing

• Targeting Communities and Residential colonies of companies as CUGs

Public Relations

• Sponsoring sports events• Taking part in CSR activities related to

Farmers or Students for M- Kissan and M - youth

LOGO