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INTEREGATED MARKETINGCOMMUNICATION

2009

COMPARISON

BETWEEN

VIRGIN, DOCOMO &

RELIANCE

MRADUL RAJ PACHOURI

08BS0001794

I B S P U N E

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Indian Telecom Industry Some Facts

Indian Telecom sector, like any other industrial sector in the country, has gone through manyphases of growth and diversification. Starting from telegraphic and telephonic systems in the19th century, the field of telephonic communication has now expanded to make use of advancedtechnologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day byday, both the Public Players and the Private Players are putting in their resources and efforts to

improve the telecommunication technology so as to give the maximum to their customers.

The Indian telecom sector can be broadly classified into Fixed Line Telephony andmobile telephony. The major players of the telecom sector are experiencing a fiercecompetition in both the segments.

The major players like BSNL, MTNL, and VSNL in the fixed line and Airtel, Vodafone(Hutch), Idea, Tata, Reliance, Tata-Docomo and Aircel in the mobile segment arecoming up with new tariffs and discount schemes to gain the competitive advantage.

The Public Players and the Private Players share the fixed line and the mobile segments.Currently the Public Players have more than 60% of the market share.

Its Not about calls anymoreCommunication Strategies Adopted

by three players

Basic ServiceTelecom Telecom Telecom

Strategy Pan India Appeal,Differential ( BetterCoverage & HighestVAS support atlowest possibleRate)

Challenger Strategy only inMobile Communication.

Youth Centric Approach

Entered in this market byjoining hand with Tata TeleServices. Also Openingdifferent Mobile retail chainsto make their presence felt inthe market. Whatever theydo they do it differently like

First time any Telecomplayer in India paid theircustomer for their incomingcalls.Social Media & Internet issomething where their targetmarket spend their time, sothey are focusing more onthose Media.

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Message/

Positioning

There message isvery simple that theywant to project

themselves as PanIndia brand with allInformationTechnologicalsolution.Campaigns like BolIndia Bol, India kacricket hai bidhushows that they wantto encash on theirBrand Image as best

Indian Company.Other campaignslike Go For it andFastest MobileBroadband createdsome controversieswhereAdvertisingStandards Council ofIndia (ACSI) forrunning misleading

ad campaignsfastest mobile

Broadband Servicein India

Inspirational/Motivational,Do the New.

There are a lot of people whothink, a lot of people who settheir goals, but there are verylimited people who followthe path to achieve theirgoals, their promise to dosomething which can changethe world! They have Proventhis with changing theCalling rate pattern.

Positioned as Youth centricBrand.Think Hatke, Think

differently, connectingthemselves with youth whichsymbolizes fun, masti,

enthusiasm and creativity

When a firm launches itsproduct, it usually ropes inbrand ambassadors topromote the brand. But theVirgin Group, they aredifferent. The founder, Sir

Richard Branson himself isthe biggest publicity magnet,mainly because of doingthings differently.

They positioned themselvesdifferently by using funnyAds on TV Advertisement aswell as Print Media like lifecycle syndrome and Lifegirl and Life boy

Campaigns Yeh India kacricket hai Bidhu-Touching cords ofIndian Heart byconnecting theircompany with themost entertaining

game.

Bol India Bol-Humorous waywhich portraitsIndians giving theiradvices to theirfriends, relatives andacquaintances.Which in turn is

1.Musical Rhym DO-CO-MO2.Do-ers Campaign-Share how U are gonna stickto your DO and win aBlackberry everydayadvertisement all over social

Media sites, Blogs etc.

Think Hatke- thisCampaigns was to maketheir customer feel that theydo not belong to generalmasses and they are differentwith their different way ofthinking. Customer or youth

generally want to associatethemselves with the tag ofIconoclast or Different

from crowd.

Online viral campaign-To promote its new SMSplan.Youth in India send sixtimes as many SMSs andconstantly desire to connect

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saying that now youcan take or giveadvice to your dearlypeople by usingReliance low callingrates.

Simply Reliance byusing most famousactor Hrithik Roshanthey are claimingthat they have verysimple costumerfriendly plans.

with their large network offriends and family. SMS istheir Secret MessagingService which they use tolead a life of their choice;zooming in and out from aworld as and when they wantto.

Seasonal offers like bak bakoffers etc

Pricing/ CallRates/

SMS Rates

Competitive, Threedifferent plans forcalling for differentcustomers needs,Night Free calling,All India R2R free, 1P messaging

Very Innovative(HighlyCompetitive): DistributiveInnovation, Introduced Persec calling Rate

Innovative Incoming cashback, Competitive outgoingcalling, SMS DifferentialPricing first three messagesat 1.5 Rs each and after thathundred message free allover India.

Emphasis VAS and BrandBuilding, Plan foreveryone.

Price, Service for Masses,Cost Effectiveness

YOUTH and their SMSHabits and their long Outbound calls.

TargetMarket

Different Plans fordifferent segment,Generally with lowIncome and businessclass people whoneed to callfrequently on sameset of number againand again.

Lower and Middle ClassSegment, youth Customers age between 15-30Estimated Population400million.

Sponsorships/

Official

Partnership/Joint

Promotions

RelianceCommunications

Bags Cricket WorldCup Sponsorship forUs $103 Millionincludes two WorldCups, 20-20 WorldCup, ChampionshipTrophy

IndiaLanka ODI/ T 20Series

Tied up with Myspace.com,Tied Up with Few college

Canteens provided free TVto them in favour of theiradvertisements.

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Brand

Ambassador

Bollywood Super

star Hrithik Roshan

Ms. Pooja Chopra, Femina

Miss India World 2009, andMs. Krushnaa Patil, the

youngest Maharashtrian girl

to conquer Mount Everest.

Founder- Richard Brandson

No other such Cricket or

Bollywood personalities.

In some colleges they are

appointing students as their

Brand ambassadors.

Collaboration

/ Cross

selling

Black-Berry, HTC ,Nokia, LG and manyothers for their

CDMA connections

Mobile Phone support RetailChain with lower prices.

Black- Berry

Budget for

Branding/

Rebranding

Highest High Very High

Brand Equity Highest after Airteland Vodafone intelecom sector,Brand is alsosupported bydiversifications in

other segment likeReliance energy,RelianceInfrastructures andMany More.

Lowest Medium

Major

WeaknessRegular Complaintslike UnreasonableBills, misleadingterms andconditions*

Network Problems/Incomplete Reach on PanIndia Map.

Network Problem in someInterior areas.