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    Review of various Brand Engagement

    strategies practiced by GSM mobile service

    providers in India.

    EPGDIB: 2010-12

    Subject: Marketing Management

    Group No: 5

    Team Members

    Sandeep Kakkar

    Inder Mohan Singh Uberoi

    Inder Pal

    Amit Saini

    Kartik Jalan

    Snigdha

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    An Era of Growth

    1991

    2010

    Worlds fastest growingtelecommunications industry

    2nd largest telecommunication

    network

    15 million subscribers added

    every month

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    An Era of Change

    1991

    2010

    Luxury

    Monopoly

    Limitations

    One Player

    Calling

    NecessityChoices

    Options

    One of the Players

    Using Services

    POOR CONSUMER I AM THE CONSUMER

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    An Era of Fight

    1991

    2010

    No Advertising

    No promotions

    Fight for

    TOM Recall

    Acquiring space

    Fight To Engage ConsumerIN Brand

    FOR Brand

    WITH Brand

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    Defining Brand Engagement

    Brand engagement is the interactive process ofmoving the customer forward, to a strongersense of self, and to a higher plane of being and

    doing. The goal of brand engagement is to create the

    customers who will drive the business forward.

    Brand engagements are platform engagements.This means advancing customers into newcreative realmsand marketswhere they canadd value back to the brand, and wherecompetitors cant follow

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    Why Engage - The Challenges Highly competitive market with more 15 operatorsacross the country.

    Acquisitions to Retention.

    Dipping Revenue both urban and Rural Effective subscriber growth-Increase in customer base

    which corresponds to high revenue market share (RMS)

    Mobile number portability (MNP)- The BIG Challenge

    The 3G roll out.

    Dipping call rate per minute to per second

    HUNT IS ON FOR BIGGEST BRAND DIFFERENTIATORS

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    Meeting Business and Market

    Challenges

    Increase rural penetration.

    Data Segment-Voice contributes to 80% of totalrevenue and data amounts to only 20%.

    More quality service-MNP will force the serviceprovider to improve their quality to avoid loosingsubscribers.

    Horizontal integration leveraging the present

    channels eg -A

    irtel digital TV. More scope in content related services since

    consumer is influenced by local culture.

    BUT HOW TO CUT ABOVE THE REST TO MEET THESE

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    Chosen Mobile players to review Brand

    Engagement strategies..

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    Brand Engagement strategies by

    AIRCEL AIRCEL A Brand targeted to youth.

    Communication is young

    Engage consumers at all possible touch and

    need points.

    Social Media

    Technology Needs

    Surfing Needs

    Style Quotient

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    Brand Engagement strategies by

    AIRCELBlyk- Its just not a service

    Pocket internet

    3G services

    Pocket Apps

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    Brand Engagement strategies by

    AIRCELPocket Apps- A collection of free and paid apps

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    Brand Engagement strategies by

    AIRCELPocket internet

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    Brand Engagement

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    Brand Engagement strategies by Idea

    IDEA A Brand targeted towards all

    Communication: Issues of Social Importance and

    being the change leader.

    Engage consumers by highlighting themselves associally responsible brand and enlightening citizens .

    Engage consumers at all possible touch and need

    points.

    On line promotions

    Social media

    On ground activities

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    Brand Engagement strategies by IDEA

    CELLULAR

    The various activities to engage the customers

    are

    Connecting idea on social networking site

    facebook.

    College activation program-Campus ka Sirji.

    National inter school skill fest for saving paper. Language Translation portal

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    Break the language barrier

    Print

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    Glance at Telecom Statistics

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    Indian Mobile Telecom Industry-An

    Overview

    The Indian Telecommunications industry is the worlds

    fastest growing telecommunications industry with742.12 m telephone subscribers and 706.69 m mobile phone

    subscribers. 2nd largest telecommunication network in the world in

    terms of number of wireless connections after China.

    About 15 million subscribers added every month.

    Mobile Tele-density - No of mobile phones per 100 people- Rural tele-density -21

    Urban tele-density 110

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    B) All India GSM cellular subscriber base.

    As on 31st December 2010 the total subscriber baseis apprx 700 million.

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    Rural Urban Market segmentation

    GSM Rural Subscribers as % to GSM

    Subscriber Base

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    Rural Urban Market segmentation

    Tele density-Urban and Rural

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    Top 5 GSM players in India and their market

    share.

    1)A

    irtel2)Vodafone

    3)Idea

    4)BSNL5)Aircel


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