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The Marketing Plan Executive Overview With many operators facing stagnating or declining voice revenues, data services

adoption and revenues have moved centre stage in communication service provider strategies. Success here has seen incredible growth in data traffic, something that is set to accelerate according to most analysts. Growth is being driven by multiple factors, not least of which is the convergence of services, devices, and technologies. Equally operators have facilitated this growth by upgrading their networks, subsidizing more powerful devices and attractively pricing data plans. The simplicity and attractive price point of flat-rated data plans has encouraged mass adoption of high speed internet connections. Low network access prices for end-users are essential to the business models of content providers as well as the device manufacturers on whose devices the content is provided. But what is becoming apparent is that flat rate or unlimited data packages are unsustainable. The cost of serving these data hungry customers and the money earned have started to diverge for many operators the cost of meeting the data needs has become too high. Operators are now faced with several strategic questions. Not the least of which include how to profit from data growth, how best to manage finite network resources, and how to be central to the customer experience. The good news is that we as a Mobile operator can systematize the instinctive capabilities of our network and Billing system, to create value by introducing new services and data plans using Policy Management. Policy Management allows us to flexibly configure and re-imagine their services, by enabling them to fine-tune and segment their offerings around: Data Volumes; Timeof-day conditions; Application type; URL/Domain, Protocol; Location; Content categories etc. So our marketing plan is to introduce Ncell user with Variety of Data Package which they can subscribe on their requirement basis. This will help us to provide our customer with multiple choices in value added Mobile data service and good customer experience. As our initial marketing map we have planned to introduce two different products for two different target markets.

1. Smart Internet: this is targeted to students, youths, and house wifes and business women for age of 13 to 50. 2. Corporate Internet Ncell: targeted for Business oriented market and corporate houses.

These two products are internet service scheme which Ncell subscribe can activate from there handset or Ncell Data card. This scheme will allow them to use internet and browsing as per there requirement but pay smartly for the service. And as an operator it will allow us to efficiently manage our internet pipe to generate revenue without investing more on internet backhaul bandwidth.

Market Review Trends overview:

Changing Mobile Internet Landscape Applications, Services, Handsets and the Business Models around Mobile Internet are evolving at extremely fast pace .As per the research done by Cisco for trend analysis of mobile data traffic, we can see below that by 2015 , demand for Mobile data traffic will reach 0.6 million Terabyte per month, Which is Hugh enough to kill any Mobile data operators network.

Contributor to the growth of such a huge amount of mobile internet traffic are Classified as below, out of which mobile video would be 66.5 % of total data traffic by 2015.

These Enhanced Services such as Video, P2P file sharing, Gaming are growing exponentially in the internet world. On the other hand Penetration of Smart phones is increasing, contributing to the data growth. Smart phones are less than 10 % of all handsets, but generate over 50% of global mobile data traffic as shown below. Introduction of more and more smart phones in the market, changing trends of using internet data, introduction of USB dongles are the main contributor to amplify the demand of more and more internet bandwidth.

Study of our data trend also shows that, Data volume requirement is very high whereas increase in revenue as compared to the increase in data usage is very low.So we have focused this marketing scheme to increase our revenue as compared to data usage.

Market segments In order to increase revenue base with current capacity, after investing lot of time and resources in market research, we have segmented Mobile data user market into two segments. One is corporate users; whose internet using behavior is more of constant type and this segment is not too much sensitive towards price where as highly sensitive towards quality, brand and service. On the other hand our big chunk of the market is next segment which covers more than 70% of our subscriber base, it is prepaid subscriber base. This market segment poses impulsive internet using behavior. This segment is highly price sensitive. Since prepaid segment is the biggest source for us to generate revenue in terms of Quantity we have designed our product based on specific requirement of both the segment. Target market Our marketing scheme Target these two market segment to generate revenue and enhance good customer experience. Our Primary Market Segment is prepaid users as mentioned earlier it covers more than 70% of our subscriber base in terms of internet usage and revenue. We have designed scheme for this target customer named as Smart Internet: this is targeted to students, youths, and house wifes and business women for age of 13 to 50. This target market is price sensitive where they use social networking sites, mailing sites, video streaming, online gaming and various chatting sites. So in this product of ours Smart Internet we are going to bundle these sites in one. so subscribe can buy this bundle named smart internet, which consists of their five favorite sites with Wikipedia free for students except streaming traffic and they can pay certain amount at the beginning of the month and use unlimited service for one months but only for their favorite web site. But if they use other website besides selected one they should pay as per our normal data plan. This will increases internet using behaviors and provide flexible and manageable options for mobile internet users.

Our secondary target market would be corporate subscribers, whose choice for internet consists of multiple corporate emails, push mails, news sites; stock updates, downloads of attachments, application download and sports sites including social networking sites. These subscribers are highly sensitive towards quality, brand and service and they are our reference group for brand promotion. So we have created Corporate Internet bundle for this segment targeting corporate subscribers. So our product consists of bundle of one corporate email, two business sites, 2 sports site, social networking site and on top of that complementary stock update daily. This bundle is also same as pay per site as described for primary target market. So when corporate subscriber purchases this bundle they will pay certain amount at the beginning of the months and use unlimited service included in bundle for one year. But for other web sites which are not included in the bundle they will pay as per the normal tariff plan.

Competitive Review With this marketing scheme we have analyzed that we can change the trend of charging flat rate data plan. Competitive edge of this scheme is, it will definitely help us to generate revenue with the existing data pipe which reduces the cost of data backhaul by increasing the revenue.

Product and Business Review Customer buying trends are driving the increased importance of bundled and packaged service offerings. End users are attracted to bundles because of the price, convenience and peace of mind they offer. From an operators perspective, they make for both a high value offer and a driver of revenue. Of particular interest to pre-paid subscribers, are occasions when they want to enjoy equivalent advantages to a post-paid subscriber, but without changing their payment plan. Allowing customers to bolt-on packages, can provide an additional source of income, and enable a subscriber to gain access to services at a more

favorable rate. Combining the attractiveness of lower prices, with prepaid cost control, bolt-on packages offer subscribers new value and operators incremental revenue.
1. Strength: We as an operator already have strong technical infrastructure, Strong marketing

team to implement the plan and an expert marketing communication and customer care team to handle presales and after sales issue. Objective of this product and marketing strategy is to be innovative and pioneer in the mobile internet service so that we can gain competitive edge over our competitors in this field. This scheme is easy to implement in our system without hassle and complex legal formality saving both CAPEX and OPEX for implementation of new system. We can accommodate this plan within marketing budget since we will be targeting this scheme to our existing customer to encourage them to use most of our data service. So marketing communication within Ncell users will be cost effective and we have planned to attract new subscriber to Ncell through this scheme.
2. Weaknesses: If we have to highlight our weakness, we are new with this scheme and no one

has experience about this product and its marketing response. So we have gaps yet to be identified. We do not have expert technical team who can handle technical complexity if arises after launch of the product.
3. Opportunities:

Cost reduction a. 40% savings on Internet Backhaul b. c. 20% savings on RAN/Spectrum 30% optimization of image/text contents Revenue a. 40% Increase in the Volume b.
c.

50% increase in the Hits 20% increase in (ARPU) Average revenue per unit. Control/ Management

a. Effective Bandwidth Management


b. Manage Quality Of Experience and customer experience

c. Customer satisfaction due to flexibility of choices for the data service

4. Threats: Nepali internet market is price sensitive market; if same produce or scheme is

launched by competitor then we will have hard time competing with them in price. We can only compete with them in technology and quality not in price. There is always tradeoff between price and quality and our objective is to provide valued quality. If government body imposes restriction in such scheme as there are no rules regarding data sells restriction for Data segration service yet, there will be threat of failing of this plan. Since technology is changing every day, if we delay in launching this concept, there is threat of difficulty in coping with new technology. And the as always Market is unpredictable and there is risk of our product getting unpopular.

5. Goals and Objectives

The main goal of this scheme is to encourage Nepali market to use mobile data at affordable and valued price. As besides young generation, having so much potential of mobile data market, it is not prominent as such because Nepali people are unaware of its uses and benefits. So our goal is to sell data scheme to as much as subscribers as possible and main objective of doing this is increase revenue by optimizing existing resources and cut down the burden of paying hug amount to internet backhaul provider as per the increase in demand of internet bandwidth. Sales objectives Sales objective in this case would be to increase sales volume of existing internet resource, by implementation of this smart and corporate scheme. It will definitely help to increase revenue as it encourage subscriber to use mobile internet. This will also provide our sales additional tool to sell Ncell services to new subscribers. Value added services are always of choice by subscribers besides voice and SMS.

Marketing objectives Marketing objective is to complement sales objective finally but besides that this scheme will provide marketing to segment the mobile internet market so that we can launch scheme based on market segmentation. Even thought corporate market is small in Nepal but it is a niche market which can never be neglected so marketing objective in this case would be to find out what is the volume of this niche market and its subscribers. Marketing will use opportunity for Brand visibility, and convince customer that we have high tech solution to adopt their changing requirement.

Strategies Our Strategy is to manipulate Marketing Mix in such a way that we can get best marketing tool for our product. We have defined each parameter as below.

Positioning: By using this tool we will try to create an image or identity in the minds of our target market as defined for our product, brand, or organization as a whole. 1. Functional positions
o

Our Product will solve the problems of our customer who are paying flat rate for internet usage. Our product will provide them opportunity to choose their favorite web site bundle and pay less. From marketing point of view we are creating Width of our product line which will provide options to our customers. This will provide benefits to customers by giving matched value for their cost. We will be successful in Self-image enhancement by providing innovative and high quality services at affordable price. We will use our corporate customers as a reference group and use them as pilot customers for our corporate product to get brand visibility. Ego identification As we are providing free Wikipedia browsing for students and free stock update to our corporate clients we will be creating Belongingness and social meaningfulness to our customer about our product and services and company as a whole. This will provide our target market with Affective fulfillment for their requirement.

2. Symbolic positions
o

o o

3. Experiential positions
o

Since our product is new in market, we will present this product to our subscribers by publishing it in our official web site with the video of how to activate and use

the service. We will publish this information in our official face book and Blogs and twitter as well as website by Provide sensory stimulation and cognitive stimulation to our subscriber. this will create a urgency among our subscriber to know and use our products.

Product Our marketing plan is to introduce Ncell user with Variety of Data Package which they can subscribe on their requirement basis. This will help us to provide our customer with multiple choices in value added Mobile data service and good customer experience. As our initial marketing map we have planned to introduce two different products for two different target markets. 1. Smart Internet: this is targeted to students, youths, and house wifes and business women for age of 13 to 50. 2. Corporate Internet Ncell: targeted for Business oriented market and corporate houses.

These two products are internet service scheme which Ncell subscribe can activate from there handset or Ncell Data card. This scheme will allow them to use internet and browsing as per there requirement but pay smartly for the service. And as an operator it will allow us to efficiently manage our internet pipe to generate revenue without investing more on internet backhaul bandwidth. Pricing
1. Smart Internet: this is targeted to students, youths, and house wifes and business women

for age of 13 to 50. This is price sensitive market but hug consumption capacity so we have priced it as 499 per month which will give us better revenue even profit marginal value is very less.

2. Corporate Internet Ncell: targeted for Business oriented market and corporate houses. This

is not a price sensitive market but with less consumption capacity and very high quality sensitive so we have priced it as 699 per month which will give us better revenue because profit margin value is high comparatively.

Distribution Existing distribution channel for our SIM card and customer support will be 1. 8000 dealers all around Nepal 2. 500 Ncell sops 3. 100 Ncell centers And subscribers will be able to activate service through SMS, USSD short code, IVR interactive voice message, Call center and through our Ecare and subscribers portal at our website.

Communications/Promotion With pre-paid users perceived as being more value conscious, promotions play a vital role in stimulating revenue. However, blanket promotions risk destroying value by needlessly cutting prices or offering free services without sufficient operator reward. This is because what constitutes values depends on the segment; to be successful promotions need to be differentiated with relevant benefits. But with personal data either missing or incomplete, and lower customer values making traditional marketing approaches expensive, these promotions

need to be carefully crafted to be profitable. This requires the use of multiple promotional triggers, and the ability to run and manage multiple promotional offers in parallel. Examples of effective recharge promotions include: 1. Recharge bonus - i.e. every time you recharge youll receive a credit 2. Encouraging multiple refills of an account during a defined period - e.g., recharge 4 times this month and have weekend sms free 3. Varying recharge rates - to incentivize refills that use low cost channels (ATM, IVR, SSD etc.), to reduce the cost of fulfillment
4. Persuading a subscriber to maintain a minimum balance level to enjoy lower rates - e.g.,

maintain a balance of more than $30 and enjoy reduced voice calls 5. Committing a customer to an automatic monthly recharge in exchange for a bundle of services

6. Action Plan and Implementation

Media plan: As a marketing communication media we have decided to use Advertisement in Newspaper as primary means of communication, Television as a media tool similarly we will be using our internal media such as Sending SMS to all of our subscribers informing them about our schemes. We will use Play cards which we will be distributing to college students and customers in Ncell center and Ncell shop. We will place 10 big hoading Boards at main city of Nepal, Kathmandu, Pokhara ,Nayarini , Bheri , Biratnagar and Janakpur. Budget: The secret to creating a high-impact marketing plan is to optimize your limited budget. A one-time radio ad blitz, glossy brochure, or flash-enabled website will quickly erode our budget and upset our marketing plans. We will Use low-budget marketing to get our message out to our customers on a regular basis, and watch sales revenue grow. We believe Expensive ad exposure does not necessarily translate to increased sales. Every marketing dollar spent should produce a good return in sales

Find The Right Target: A critical part of your marketing plan is targeting the right customer. For a low-budget high-impact marketing plan to work, find customers who are easy to identify and affordable to reach. Forgetting the mass market and we are planning to go for small niche markets that will help us to plan our budged properly. Make Ourself News Worthy: A mention of our company in the right media can help deliver our marketing message in a low cost manner resulting in plenty of media talk. Maximize Referrals: The most cost-effective method of reaching new customers is by referrals from satisfied customers. A satisfied customer telling others about our business is more effective than any fancy ad campaign. We will Spend time to get customer referrals on a weekly basis. These are just a few tactics and strategies we will be using to create a high-impact marketing plan on a low-budget. Marketing success comes from creativity; not from having the biggest budget. We have allocated 20% of our total marketing budget for this camping which comes around 3 million for 3 years target. This is particularly for marketing communication because budgeting for technical implementation and system up gradation will be included in budget of technical team. So in our marketing plan we have included budget for marketing only.

Schedule: We will be launching it on the occasion of Christmas and New Year 2012. We will start our preparation earlier then that. We will be implementing our phase by phase Marketing plan as shown in the Gantt chat. Assignments:
7. Evaluation

Lead tracking systems

Sales reviews