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    In The Battle For Mindshare and Market Share... : Abdu L Jase em Divy A Muke SHM G Saifu Dhee NP

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    saif1324
    MTS is a new entrant in the Indian cellular service market facing challenges including poor brand recall, inability to penetrate the market, and less attention to brand communications compared to established domestic players. The document discusses MTS's opportunities in India's growing telecommunications market and outlines strategies around flanking warfare, increased marketing including celebrity endorsements, and focusing promotional efforts on younger target audiences.

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    In The Battle For Mindshare and Market Share... : Abdu L Jase em Divy A Muke SHM G Saifu Dhee NP

    Uploaded by

    saif1324
    675 views38 pages
    MTS is a new entrant in the Indian cellular service market facing challenges including poor brand recall, inability to penetrate the market, and less attention to brand communications compared to established domestic players. The document discusses MTS's opportunities in India's growing telecommunications market and outlines strategies around flanking warfare, increased marketing including celebrity endorsements, and focusing promotional efforts on younger target audiences.

    Original Description:

    MTS Mobile India - Presentation - Celibrity Endorsement - MBA - Advertisement & Sales Promotion -

    Original Title

    MTS Mobile

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    MTS is a new entrant in the Indian cellular service market facing challenges including poor brand recall, inability to penetrate the market, and less attention to brand communications compared to established domestic players. The document discusses MTS's opportunities in India's growing telecommunications market and outlines strategies around flanking warfare, increased marketing including celebrity endorsements, and focusing promotional efforts on younger target audiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    675 views38 pages

    In The Battle For Mindshare and Market Share... : Abdu L Jase em Divy A Muke SHM G Saifu Dhee NP

    Uploaded by

    saif1324
    MTS is a new entrant in the Indian cellular service market facing challenges including poor brand recall, inability to penetrate the market, and less attention to brand communications compared to established domestic players. The document discusses MTS's opportunities in India's growing telecommunications market and outlines strategies around flanking warfare, increased marketing including celebrity endorsements, and focusing promotional efforts on younger target audiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 38

    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
    \MTC_power_of_red.flv
    India Launch - TN
    • ..\Pictures\MTS\MTS_Ads
    \40sec Malayalam.flv
    • ..\Pictures\MTS\MTS_Ads
    \30sec Flute Malayalam.flv
    • ..\Pictures\MTS\MTS_Ads
    \30sec Super Mar Malayalam.flv
    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

     

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