Marketing plan of Indiatel

Telecommunication

(Indiatel Sim card)

Submitted To

Ms. Priti Gadhavi

Submitted by-
Jayesh Verma(07)

Tanuja Tolia(33)
Marketing plan of Indiatel telecommunication (Indiatel Sim card)

Executive summary

Indiatel is engaged in the manufacturing of mobile

devices and in converging Internet and communications industries,
with 128,445 employees in 120 countries, sales in more than 150
countries and global annual revenue of EUR 50.7 billion and
operating profit of 5.0 billion as of 2008. It is the world's largest
manufacturer of mobile telephones. Indiatel produces mobile devices
for every major market segment and protocol,
including GSM, CDMA, and W-CDMA . Indiatel offers Internet
services that enable people to
experience music, maps, media, messaging and games. Indiatel's
subsidiary Indiatel Siemens Networks produces telecommunications
network equipment, solutions and services. as, it has a huge market
share in mobile phones, and now it can diversify into Indiatel
networks i.e. Indiatel sims.it can act as a new positioning by
Indiatel.this diversification can help Indiatel to gain more and more
market share and also Indiatel has good faith in the minds of the
customers. So, it is easier for the company to attract new as well as
existing customers. Keeping in mind long term plans, different
demands of the different customers, competitors analysis, its
strategies, their different products, market analysis, different
segmentation, etc Indiatel decided to launch mobile network which
can be at a huge success in the future.

Challenges:-

As, already there are no. of telecommunication networks like

Airtel, Vodafone, Idea, TATA, Reliance etc, so there will be huge
competition in the market. As our services are new in this sector we
will face some challenges to stand in this huge competition. on the
other side as we are famous in Indiatel mobile phones and we have
good image in the minds of the customers, so it is easier to convience
our customers to switch to our brand. besides this there will be
difficulty in attracting new customers.

Current market Situation:-

The current market situation in this sector is full of

competition. Different players are providing different kinds of plans
and services to attract more and more customers. Every day each
player is providing new plan to attract others companies customer.
The major leader in today’s context is AIRTEL leading by
VODAFONE by BSNL and IDEA. Indian telecom market is
currently the most attractive telecom market with a lot of interest
being shown by foreign players. Since in India, the fixed line
subscribers are not even 10% of the mobile subscriber base.
Yes, that’s true. Indian telecommunication Industry is one of the
fastest growing telecom market in the world. The mobile sector has
grown from around 10 million subscribers in 2002 to reach 150
million by early 2007 and over 300 million at the end of 2009,
registering an average growth of over 90% yoy. The two major
reasons that have fuelled this growth are low tariffs coupled with
falling handset prices.
Surprisingly, CDMA market has increased it market share upto 30%
thanks to Reliance Communication. However, across the globe,
CDMA has been loosing out numbers to popular GSM technology,
contrary to the scenario in India.
Currently the Indian Telecommunication market is valued at around
$100 billion (Rupees 400,000 crore). Two telecom players dominate
this market – Bharti Airtel with 27% market share and Reliance
Communication with 20% along with other players like BSNL
(Bharat Sanchar Nigam Limited) and AT&T.
One segment of the market that has been puzzling is broadband
Internet. Despite the manner in which the countrys Internet market
has been booming, India’s move into high-speed broadband Internet
access has been distinctly slow.

Customer analysis:-

We will be targeting all segments of the people, by providing them all

kinds of services according to their need or wants. For example, we
will be providing different plans for different customers according to
their usage and needs. Different plans for all the different type of
people of the society, as a different and appropriate plan for
businessman will differ from a plan which is made up for a student.
Today customers wants goods and services according to their need so
we will be having separate plans for students, teenagers, adults,
service people, business people etc. i.e. we will be providing
customized products.

Competitor analysis:-

Airtel is leading the market with 93.923 million subscribers, capturing

a market share of 32.57%. BSNL bags third position with 46.684
million GSM subscribers. Followed by this is Idea, with a subscriber
base of 43.023 million in comparison to 41.519 million a month
earlier. The new entrant Aircel, ended March with 18.478 million
subscribers, holds 6.41% of market share. Reliance Telecom GSM
subscriber base reached 11.145 million from 10.745 million in
February 09.

So, Airtel, Vodafone, Bsnl , Idea, Aircel, Reliance are major

competitors which can hinders in the growth of Indiatel.

Collaboration:-

As already Indiatel is leading in mobile sector whole overall

the world it does not require any collaboration with any organization.
Already customers are loyal to Indiatel and have created a good image
in the minds of its customers. Collaboration is needed when the
company is new in the market and not known to the people or when it
has finance problems. Indiatel is well established brand need not ant
collaboration.

Swot analysis:-
Strengths:-

1) Huge market share in mobile sector

2) Indiatel has world-class research, design and engineering team
3) Indiatel has global relationships with all major phone companies
worldwide
4) Indiatel is rated the world's fifth most valuable brand
5) Indiatel's strong management team has come through many
crises unscathed

Weaknesses:
Indiatel will likely be late in developing third-generation (internet-
enabled) phones

opportunities:
- The world biggest phone companies are willing to pay top dollar to
offer its customers Indiatel's snazzy phones
- There is growing world market for cell phones and network,
especially in developing countries such as China and India
- The cell phone market reach 3 billion units per year by 2010.

Threats:
- The European market for cellular phones with current technology is
nearly saturated

-threats from competitor like Airtel and Vodafone

Our vision
Indiatel is a consumer led company. There is a progressive and
continuous increase in consumer involvement with technology and
communications globally. People are broadening their modes of
communication to include the web and, social networks are becoming
central to how people communicate.
People want to be truly Indiateled, independent of time and place, in a
way that is very personal to them. And, Indiatel’s promise is to
Indiatel people in new and better ways.
Indiatel’s strategy is to build trusted consumer relationships by
offering compelling and valued consumer solutions that combine
beautiful devices with enriched services.

Product description:-

Product- mobile Sim

Category- pre-paid and post paid

Features- related to different plans.(post paid)

Students scheme(pre paid) – 50 rs sim, 1 yr validity, local call 40

paisa, std-60 paisa, sms 10 paisa, free hello tune

For business people- 100 rs sim, 1yr validity, local & std call-60
paisa, sms 20 paisa
In case of post paid sims, customized services will be given and
according to customers demand different plans will be made and
charged.

Marketing strategy

Geographic
World region – Asia
Country – India
Cities – Reach out maximum places
Demographic
Age – All age group
Gender – Male, Female
Income – All income groups
Occupation – Every sector
Religion – Irrespective of religion
Psychographic
Social class – All class of people
Lifestyles – Urban, rural, and even far villages
Behavioural
Benefits – Quality
Loyalty status – Strong

Positioning:-
Positioning is the process of creating the image of the product that
holds in the mind of the consumers, relative to competing products.
Positioning helps consumers understand what is unique about the
products when compared with the competitor’s product. Indiatel is
going to position all segment groups.

Marketing mix
Product:-
Product involves mobile Sims.

Price:-
Price will be kept, keeping in mind competitor’s price. Mainly while
pricing, different segments and different plans they are taking will be
kept in mind.

Place:-
Product will be available in Indiatel centres. Besides this, different
vendors, retailers, suppliers can be used. Canopies can also be made
outside school, colleges, offices, and main stress will be laid on rural
market.
Promotion:-
Promotion is a key element of marketing program and is concerned
with effectively and efficiently communicating the decisions of
marketing strategy. It influences the target consumer’s perceptions to
facilitate exchange between the marketer and the consumer. Some of
the promotional strategies used by Indiatel are:-
1) Advertising on TV, Radio
2) Direct selling
3) Personal selling
4) Different offers
5) Motivating the channel i.e.distributer margin
6) Free sims, who purchases any Indiatel mobile phone

Short & long term projection

Projections are to be forecasted on the basis of marketing plan,

whether it is implemented in a proper way or not, whether all the
process is going according to our estimations or our planning. Keen
eye should have to be on the implementation of the plan. The results
can be known by seeing whether we have achieved the estimated
target or not. As Indiatel is a well establishes brand, its new strategy
of Indiatel mobile networks will be at a great success. Estimated
market share will be 25% within a year.
Conclusion

As Indiatel is the leading manufacturer of mobile phones whole over

the world, its new strategy of diversification in Indiatel Mobile
Network will be at great success, also customers are loyal to Indiatel
and Indiatel has positioned itself properly in the minds of all the
customers. It will be easier for Indiatel to attract its existing
customers. Besides this Indiatel with its latest technology and strong
networks is laying more stress on rural areas where till now no
network has satisfied rural people.

References

Lehman, Donald R product Mgmt

Marketing%20Plan%20Outline.htm

www.businessweek.com/globalbiz/.../analyst_doubts.html

discussions.europe.Indiatel.com/discussions/board/message