MIO PLAN MARKETING ANALYSIS DONE BY: NACHAMAI ZI JIAN YI JIN HSIAO YU HASYIMAH
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Transcript of MIO PLAN MARKETING ANALYSIS DONE BY: NACHAMAI ZI JIAN YI JIN HSIAO YU HASYIMAH
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MIO PLAN MARKETING ANALYSIS
DONE BY: NACHAMAIZI JIANYI JINHSIAO YUHASYIMAH
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SingNet BroadBand
SingTel Fixed Line
SingTel Mobile
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Target Market Strategy Families SingTel users using separate plans
Non-SingTel Users
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PRODUCT
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Core
Actual
Augmented
Fixed Line Mobile Broadband
For the Basic User For the Savvy User For the Busy Executive
Levels of Product
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Mio Plan
TT05- Principles of Marketing Project
Basic User Savvy User Busy Executive
Mobile •100 mins (Outgoing)•Free Incoming Calls•500 SMS•Caller ID
•300 mins (Outgoing)•Free Incoming Calls•500 SMS•Caller ID•AutoRoam
•700 mins (Outgoing)•Free Incoming Calls•500 SMS•Caller ID•AutoRoam
Broadband •3 Mbps Unlimited Access
•10 Mbps Unlimited Access
•25 Mbps Unlimited Access
Telephone •Unlimited local calls on home phone•Caller Alert•Basic VAS Pack FREE for 1st 3 months ($4.28 per month applies thereafter)
Monthly Subscription Fee
$55.80 $86.21 $137.17
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Core
Actual
Augmented
Fixed Line Mobile Broadband
For the Basic User For the Savvy User For the Busy Executive
Levels of Product
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Augmented ProductCustomize Your Plan!
Exclusive Discounts on Mio TV!
Attractive Discounts on Supplementary Lines!
Annual Handset Upgrade
Dedicated Mio Hotline
Consolidated Billing
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Pricing
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Marketing ObjectivesTarget Market and Positioning• Families• Wide range of choices
Market Share Leadership • Asia’s leading telecommunications company• Owns shares in many regional operators
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Marketing Mix StrategyNon-price Costing• Different plans Different users• Based on their needs
Targeting Costing • Starts with ideal price based on customer’s considerations.
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Marketing ConditionsOligopolistic Competition• Few competitors• Price adjustments Stay competitive• Difficult for new competitors to enter the market
VS
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Product Mix Pricing StrategiesProduct Line Pricing• Different plans catering to different needs with different prices
Product Bundle Pricing• Bundle up 3 services for 1 standard subscription price
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PLACE
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Multi Distribution Channels
Indirect marketing channels1.SingtelDealer (small Shops) Consumer2.SingtelExclusive Retailer Consumer
Direct marketing channels3.SingtelConsumer
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hello! STORE•West- 2 shops• North-2 shops• East-3 shops• Central- 4 shops
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SingTel Exclusive retailers
• Central -22 shops •West-16 shops• North -26 shops• East -31 shops
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Location• Locate stores in proportion to
population in each area of Singapore• Strategic Location in every part of
Singapore• Aims to grab non SingTel customers
to be interested in signing contract with SingTel
• To stay competent (Starhub)
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Exclusive distribution • Advantage : SingTel obtains more
loyal and dependable and dealers obtain stronger support from SingTel
• More exclusive retail stores than concept stores
1) Save rental cost2) Bigger margin returns
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Analysis…• Within parameters near MRT station
Convenience Factor• Snatch market share• Made Services available for potential
customersShoppersDirect Walk in customers
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Store layoutPayment Counter
Cust
omer
s Ser
vice
coun
ter
Customers Service
counter
Handphone display
Latest promotion poster
Phone Dummies
Information
Counter
Entrance
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Evaluation(Advantage)• Red & Black Shop Theme color
To create image in customers mind• Plays lively music to create ambience
Create lively ambience to enhance shopping experience.
• Strategic standing position • Shop Location within parameters of MRT
station• Interactive Kiosk
Attract Attention
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Online store
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Interactive tour to understand what is Mio all about.
Visual interface for buyers to explore the different Mio bundles
Online calculator
Aims to portray their bundle plans are worth the money
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Analysis• Products displayed in Catalog
Customer understand about product at one glance
• Online submissionConvenience for plan subscription
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Trade Fairs participated • IT Show• PC show• Great Singapore Sale- Road Shows• COMEX • SITEX
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Analysis• SingTel make use of platform
provided to showcase Mio plans and bundles
• Recognize the regular crowds in every trade fair.
• Recognize the motive of every customers for going to the Trade fairs.
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PROMOTION
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AdvertisingInformative• “There’s a new way to connect to
everything you love at home and beyond.”• When 1st introduced• Provides information
Persuasive• “It’s all about teamwork.”• Persuading customers to buy the package
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Sales PromotionsTools - Consumer Price packs Combine fixed line, mobile and
broadband services - Enjoy greater savings
Many alternatives based on customers’ needs
- For The Basic User- For The Savvy User
- For The Busy Executive
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Premiums FREE VoiceMail for first 3 months 5% off your mio TV programme charges
Patronage rewards Red rewards
- 1 year membership offers privileges such as:• half-yearly rebates on your SingTel bills• hello! Stores vouchers
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Tools - Business Conventions and Trade shows SingTel Megafair 2007 SingTel-IT Show 2009 Broadband Bundles SingTel Christmas Fair 2007
find new sales leads contact customers introduce new products meet new customers sell more to present customers educate customers
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Public RelationsCollaborates with MDA & Ngee Ann Polytechnic • establish Singapore as a global media
hub• develop local broadcast media solutions
and talent• practical experience in live broadcasting
environments at the BIC• New modules• Courses for professionals
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Formula 1 SingTel Singapore Grand Prix
Reach customers and non-customers Good image Favourable publicity Benefit in long-run
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Direct Marketing Online marketing
http://home.singtel.com/singtel/index.html Wealth of information Latest updates 24/7 Fast and easy to obtain information
Kiosk marketing• present information about their product lines
Eliminate the time wasted Fast and easy to obtain information
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Home visits
Personal Selling• SingTel Christmas Fair 2007 @ Ngee Ann City
Sales forces act on behalf of Manage personal customer relationships
Find & develop new customers
Communicate information Customer satisfaction and company profit
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Recommendations• Offering customers an Integrated
Wireless Modem when they subscribe for Mio Plan.
• Allow customers to accumulate unused talk time and SMS.
• Push Cart Store
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Citations•http://farm4.static.flickr.com/3197/2701062841_f3b5057dc3.jpg•http://www.np.edu.sg/soe/news/Pages/20090615_ECE_SingTelMOU.aspx•http://home.singtel.com/mio/mio_plan_features.html•http://home.singtel.com/mio/mio_plan_plans.html•http://home.singtel.com/mio/index.html•http://financial-horizons.org/asian_family_on_computer.jpg
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Citations•http://www.appxolute.com/ax/images/logo_starhub.png•http://home.singtel.com/mio/i/mp_about_imgb.jpg•http://www.portraitworkshop.com/gallery_caricatures_portraits/other_talents_gallery/irzan_jamingan.php•http://www.hardwarezone.com/img/data/articles/2008/2597/singtel_04.jpg•http://www.hardwarezone.com/articles/view.php?id=2837&cid=18&pg=14•http://www.hardwarezone.com/articles/view.php?id=2936&cid=18&pg=16
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Citations•http://www.hardwarezone.com/articles/view.php?id=2592&cid=18&pg=12•http://farm4.static.flickr.com/3144/2427161661_b1dbea394f.jpg?v=0•http://www.lyngsat-logo.com/hires/ss/singtel.png•http://www.trexi.com.sg/pics/3corporate/starhub_green.gif•http://home.singtel.com/mio/i/mp_about_imgb.jpg•http://www.hardwarezone.com/articles/view.php?id=2936&cid=18&pg=16
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Citations•http://www.ci.yuma.az.us/Images/General/ss-10720051-piggyBank.jpg•http://home.singtel.com/mio/mio_home.html •http://en.wikipedia.org/wiki/Singtel•http://files.lesterchan.net/photos/singtel/hello_jp2/outside_view.jpg•http://www.moblog.com.sg/blog/paulcsc/img/51998736-931A-4291-8B3E-48471256CBD5/DSC06228.jpg