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By-
Ab hilash a
Mahesh A la
Deepak Na
Gopi nath V
Snehal Mad
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Telecom Industry
Introduction
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Market Analysis
Wireless Subscriber Base:
525.09
752.19
893.84864.72 886.3
904.51
0
100
200
300
400
500
600
700
800
900
1000
2009 2010 2011 2012 2013 2014
No.ofSubscribers(inMillion)
Year
Total Wireless Subscribers
Total WireLess Subscribers
0
50
100
150
200
250
2009 2010 2011 2012 2No.ofSubscribers(inmillion)
Year
Trend in Subsc
7%
15%
11%
14%
Current Subsc
Bharti Airtel Vodafone
Idea BSNL O
Source:TRAI
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Contd
Wire line Subscriber Base:
37.0635.09
32.6930.79
28.89 28.89
0
5
10
15
20
25
30
35
40
2009 2010 2011 2012 2013 2014
No.ofsubscribers(inmillion)
Year
Total Wire line Subscribers
Total Wire line Subscribers
0
5
10
15
20
25
30
2009 2010 2011 2012 2No.ofSubscribers(inmillion)
Year
Trend in Subsc
12%
12%
4% 5%3%
Current Subsc
BSNL MTNL Bharti Airtel
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Contd
Rural Wire less Subscriber Base:
164.57
250.89
307.59
331.6
359.67371.38
0
50
100
150
200
250
300
350
400
2009 2010 2011 2012 2013 2014
No.ofSubscribers(inmillion)
Year
Total Rural Subscribers
Total Rural Subscribers
0
20
40
60
80
100
2009 2010 2011 2012 2No.o
fruralsubscribers
(in
million)
Year
Trend in Subsc
29%4%
20%
11%
Current Subsc
Bharti Airtel Reliance V
Tata Idea O
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Contd
Rural-Urban Share:
020406080
100120
No.ofSubscribers(in
million)
Year
AIRTEL RURAL-URBAN SHARE
Urban
Rural0
50
100
No.ofSubscribers(in
million)
Year
VODAFONE RURAL-URBAN
SHARE
Urban
Rural
0
20
40
60
80
N
o.ofSubscribers(in
million)
Year
IDEA RURAL-URBAN SHARE
Urban
Rural0
50
100
150
N
o.ofSubscribers(in
million)
Year
RELIANCE RURAL-URBAN SHARE
Urban
Rural
0
20
40
60
80
No.ofSubscribers(in
mi
llion)
TATA RUR
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AirtelPower toKeep in
touch
Live every
moment
Segmentation
Geographic
Regionwise
Density
Demographic
Age
Income Gender
Targeting
Premium andUpper middleclass
Expansion-Rural
Women &Seniors
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VodafoneSegmentation
Geographic
Region wise Density
Demographic
Occupation
Business
Consumer
Income
Age
Behavioural
Post-paid/Prepaid
Service usage(VAS)
Targeting
Wide target market
Urban customers in focus Vodafone Delights
Made for you offers
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Idea, Reliance & Docomo
Idea
Income, Geographic
Students, Workers
Tata Docomo
Demographic
Middle and upper middleclass
Relianc
Income, Geog
Rural/Sub u
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PRODUCT: SIM CARD
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SERVICESVOICEINTERNET USAGE
VALUE ADDED SERVICES
MOBILE BANKING
2G/3G/4G
POSTPAID/PREPAID
CUSTOMER SUPPORT
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PROCESS
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PROCESSBusiness Process Framework eTOM
Enhanced Telecom Operations Map ITU M.
https://www.itu.int/rec/TREC-M.3050/en
https://www.itu.int/rec/T-REC-M.3050/enhttps://www.itu.int/rec/T-REC-M.3050/en7/27/2019 Marketing mix of telecom services
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PROCESS
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Advertisement Analysis
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45
7
23
12
8 5
Advertisement Channels
TV Cha
Social M
Print Ad
BillboarPosters
Event S
Radio
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64%
32%3%
1.20%
0.80%
Innovative Promotions
Vodafone
TATA Doomo
IdeaAirtel
Reliance
Vodafon
Campaig
as well a
networki
TATA Do
campaig
custome
the seco
Ad R l C t
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38%
34%
14%
8% 6%
Ads Rural Connect
AIRTEL
Idea
Reliance
Docomo
Vodafone
Airtel and Idea have most rural
Vodafone fails to
connect well to rural
areas because of difficulty
in understanding
faced by them.
Brand Endorsers
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28%
27%25%
16%
4%
Brand Endorsers
Ranbir Kapoor
Zoo Zoo
SRK
Abhishek Bachchan
Anushka Sharma
Most P
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89%
4.50%3.50%
2.50%
0.50%
AIRTEL
Reliance
Idea
TATA Docomo
Vodafone
Most Popular Ringtone
AIRTELs signature tune by
A.R. Rahman is perhaps the most
downloaded ringtone.
18%
14%
14%
2%
Most P
Idea
AIRTEL
TATA Docomo
Reliance
Vodafone
Idea:Ek
Aapki D
Airtel:A
TATA D
sim ple s
Price
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Price
Competition Based Pricing - Customized Flexi Pricing (Monthly Unlimited Plans , Special Roaming Packs , D
Network Packs , Re 1 Entertainment storeVodafone)
VAS and Data services are the Margin Levers
Product Mix Pricing Methods-
1)Product Line Pricing - Class Distinctions2)Optional Feature Pricing - Optional features and services along with main product- Ex- Entertainment Pac
Packs , Message Packs etc
3)Two Part Pricing - Fixed fee plus a variable usage fee. Telephone users pay a minimum monthly fee plus
the minimum . (Fixed fee should be low enough to induce purchase of service)
4)Product Bundling Pricing - Mixed Bundling , Pure Bundling
42.547 49.7
35.3 36.8 38.238.241.1
47.4
FY 2013 FY 2014 FY 20115E
ARPM-Paisa/Min
Vodafone Airtel Idea
190 201.1205.2206.3 215.4
223.1
164.2 175.1179.3
FY 2013 FY 2014 FY 2015E
ARPU-Rs/User
Vodafone Airtel Idea
31.5
29.330.1
FY 2013
Data Rea
Vodaf
Place
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Place
Vodafone Airtel
3 G Coverage In India
Ref- vodafone.com Tataindicom.in Icra.in
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, PEOPLE
Employees at Retail Stores
Customer Care Support
Importance:
Involves high level of communication with the customers
97% of the participants talk about 'after-sales service'. Each one tells approximately 47
experience.
According to a survey done by ET, nearly 7 out of 10 consumers intended to make a pu
against it due to poor service experience.
64% of Indians lose their temper with a customer service executive, far higher in compar48% in other markets
Play an important role in increasing the sales in rural and semi urban areas.
P
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EmployeeWellbeing
Framework
Propertraining andcontinuityeducation
programmes
Employeefriendlypolicies
Fitness andHealth
Promotion
Rewardsand
Recognition
Flexible workoptions
SafeWorking
Environment
EmployeeEngagement
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Contd
IDEA
2013:Best TelecomCompany to workfor
Amity TelecomExcellence Awardfor 'The Best Rural
Services Providerof the Year 2013
2011:Best TelecomCompany to workfor
VODAFONE
2014:Best TelecomCompany to workfor (only TelecomCompany in top100)
2013:Second Best
Telecom Companyto work for
2012:Second BestTelecom Companyto work for
AIRTEL
2011:Third BestTelecom Companyto work for
'The MostImpactful HRPractise Award
for the use ofmobiletechnologies foremployeeservices(Organizedby the NationalHRD Network)
Accolades:
Source: ET and G
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PHYSICAL EVIDENCE
Retail Stores
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Websites
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Mobile Apps
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Survey ResultsAGE
Income (Monthly)
Services Currently use
Services Used40
Ratings given by the users Satisfaction Levels
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g g y
Deciding Factors
Satisfaction Levels
Ranking on A
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Frequency of Visits to Custo
Preferred Brand Ambassador
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