In the battle for

mindshare and market

share...
s e e m
ul Ja ya
Ab d D i v
M G
e s h
Muk heen P
ifu d
Sa
 Situation Analysis
• New Entrant in Indian
Cellular Service
• Poor customer attention
to brand
communications
• Least brand recall
• Inability to penetrate the
market where domestic
and well placed players
are dominated.
•
 Power Of Red
• Global Presence.
• Market Leader in CIS countries.
• ..\Pictures\MTS\MTS_Ads
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India Launch - TN
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Marketing Mix
 OPPORTUNITIES
• India is the second-largest
telecommunications market in
terms of sheer numbers of potential
subscribers, and one of the fastest
growing in the world
• An expanding Indian economy with
increased focus on the services
sector
• Population mix moving favourably
towards a younger age profile
• Urbanization with increasing incomes
 Market Share and Growth
• The cellular phone industry is
considered to be the fastest
growing industry in India.
• The high and accelerated growth of
cellular market has eventually
added to the worth of Indian
economy.
• The key factor contributing to the
increased growth is the rising
standard of income.
• The industry is also eyeing rural
areas of the country as new
opportunities to prosper.
• Millions of subscribers are increasing
every month including the rural
areas.
• Still, more growth is expected in the
future years.
•
 COMPETITOR ANALYSIS
•
 To help management understand their competitive


advantages/disadvantages relative to competitors

•
 To generate understanding of competitors past, present (and


most importantly) future strategies

•
 To provide an informed basis to develop strategies to achieve


competitive advantage in the future

•
 To help forecast the returns that may be made from future


investments (e.g. how will competitors respond to a new

product or pricing strategy?
 PORTER’S GENERIC
STRATEGY
•
• 1. Overall Cost leadership strategy
•
• 2. Differentiation strategy, and
•
• 3. Focus strategy
•
 MARKETING WARFARE
•
STRATEGIES
• 1. The principle of defensive warfare,
•

(Your organization is the clear market Leader).


• 2. The principle of offensive warfare,

•

(Your organization is # 2 or 3 in the market, and you have the
resources to sustain a challenge to the leader)

•
• 3. The principle of flanking warfare
•

Your org. is 4-6 in the market, and you have the resources to
 Audience
• Most of the promotional strategies to
capture the younger generation
who formed a major part of the
target market
• The youth segment is the largest and
fastest growing segment and is
therefore targeted most heavily by
cellular service providers
• Special mobile packages targeted at
the youth, women and senior
citizens as part of its market
•
 In the battle for
mindshare and market
share...
 FLANKING WAREFARE

• A good flanking move must be made

into an uncontested area.
•
• The success of a flanking attack
often hinges on your ability to
create and maintain a separate
category.


•
• Tactical surprise ought to be an
important element of the plan.
• Flanking skill requires exceptional
foresight. The reason is that in a
true flanking attack, there is no
established market for the new
product or service.
• The pursuit is as critical as the attack
itself
•
 Communication Strategy &
• Celebrity Tactics
Endorsement
• More Hoardings / Bill
boards
• Increased TVC with
High Frequency
• Event / Programme
Sponsorships
• “Connect the Rural
India” – Niche
Marketing for
Farmers, Sr. citizen,
 Impact of Celebrity Endorsement
on a Brand
•
•
• "A sign of a celebrity is that
his name is often worth
more than his services.”
- Daniel J Boorstin
•
• Rephrasing Aristotle’s
quote on anger,


 “Any brand can get

a celebrity. That is
easy. But getting a
celebrity consistent
with the right brand, to
the right degree, at
the right time, for the
right purpose and in
the right way... that is
not easy.”
 Celebrity endorsements are impelled
by virtue of the following motives:
• Instant Brand Awareness and Recall.
• Celebrity values define, and refresh
the brand image.
• Celebrities add new dimensions to
the brand image.
• Instant credibility or aspiration PR
coverage.
• Lack of ideas.
• Convincing clients.
The scope of a celebrity on the
incumbent brand:
• Experience of use: This encapsulates familiarity and proven
reliability.
• User associations: Brands acquire images from the type of people
who are seen using them. Images of prestige or success are
imbibed when brands are associated with glamorous
personalities.
• Belief in efficiency: Ranking from consumer associations,
newspaper editorials etc.
• Brand appearance: Design of brand offers clues to quality and
affects preferences.
• Manufacturer’s name & reputation: A prominent brand name
(Sony,Kellogg’s,Bajaj,Tata) transfers positive associations
•
 Compatibility of the celebrity’s
persona with the overall brand
image
• Celebrity’s fit with the brand image.
• Celebrity—Target audience match
• Celebrity associated values.
• Costs of acquiring the celebrity.
• Celebrity—Product match.
• Celebrity controversy risk.
 Compatibility of the celebrity’s
persona with the overall brand
image
• Celebrity popularity.
• Celebrity availability.
• Celebrity physical attractiveness.
• Celebrity credibility.
• Celebrity prior endorsements.
• Whether celebrity is a brand user.
• Celebrity profession
•
 Advantages of a celebrity
endorsing a Brand
• Establishment of Credibility
• Ensured Attention
• PR coverage
• Higher degree of recall
• Associative Benefit
• Mitigating a tarnished image -
Cadbury India -restore the consumer's
confidence - high-pitch worms
controversy - Amitabh Bachchan
 Advantages of a celebrity
endorsing a Brand
• Psychographic Connect
• Demographic Connect
• Mass Appeal
• Rejuvenating a stagnant brand
•
Advantages of a celebrity
endorsing a Brand
 Share of profession for the
celebrities endorsing on TV during
H1'09
Number of advertisers endorsed
by a celebrity on TV during H1'09
So… Change Ur Life’s
Plan !


•
 Thank U

 