V

S
Battery Life :

Pager >

SmartPhones

Strength :

Pager >

Smartphones

Cost :

Pager Cheaper than

Smartphones

Pager minimal range

issues

PAGE
R
TAKES
IT

ALL
CHOIC
for
E
IS

Re-Launch Strategy
YOURS
PAGERS

Team Brain Jammers

Goa Institute of Management

Quick Facts

Pager
communication
successfully
launched in India in
the year 1995

Pagers were generally

worn on the belt or
carried in the pocket

India is the worlds fastest growing

industry in the world in terms of number
of wireless connections

A p p l i c a t i o n o f PA G E R S
Pagers are still in use today in places where
mobile phones typically cannot reach users
The operation of the radio transmitters
contained in mobile phones is problematic or
prohibited
Volunteer Fire Fighters, EMS, and Rescue
squad members usually carry pagers to alert
them of emergency call outs for their
department

Bulk
in
Messag
g

asti
c
d
a
Bro
ng

Pagers receive a special tone from a fire department

radio frequency

Restaurant pagers are in wide use today

Customers are given a portable receiver that usually

vibrates, flashes, or beeps when a table becomes free
or when their meal is ready

Free
Cha of
rge

No
Networ
k
Issues

Portab
le
and Ea
sy
to
Handle

Simplicity,
High
Reliability, and Low
Cost
Pagers in use where
mobile
phones
cannot reach users
Pagers used to alert
emergency call outs
Group messages

Not much functionality

Lack of stylish designs
Does not work over
long distances
Limited
messaging
capability
No way to tell if
recipient has received
message

SWOT
Analysis

Can be used by blind people

as a communicating device
(Voice Pager)
Create designer pagers that
appeal to the consumers
Increase the distance over
which communication occurs
Increase
awareness
and
utility in rural areas
Integration
with
security
systems
and smoke alarms

Presence of smart phones

at cheap price
Existing phones from
established brands
Changing Consumer Base

 Pager, which will display

Pager, which will display
short important
short important
messages
messages
Useful in remote areas
Useful in remote areas
where no cell phone
where no cell phone
connectivity
connectivity
Light weight device easy
Light weight device easy
to carry around.
to carry around.

- Priced lower than a cell

- Priced lower than a cell
phone it will be affordable by
phone it will be affordable by
everyone and anyone
everyone and anyone
- Penetration Pricing strategy
- Penetration Pricing strategy
to enter the market
to enter the market
dominated by smart phones
dominated by smart phones

Price

Product

4Ps
Promotion
- Ambush Marketing against
- Ambush
Marketing
against
Smartphones
at specific
places
Smartphones
at
specific
places
-Campaign to create buzz and generate
-Campaign
to create
buzz and generate
interest among
users
interest
among
users
- Colourful
designs
- Colourful
designs
- Social Media
Campaign and
- Social
Media
Campaign
and
Advertisements
Advertisements
- Offers and discounts
- Offers and discounts

Place

- Hospitals, restaurants and

- mines
Hospitals, restaurants and
mines
- Remote rural areas where
- Remote rural areas where
mobile phones are not in use
mobile phones are not in use

Marketing Plan
Phase 1
Advertising
Facebook/Google
campaign
Banner advertisement
Malls and Road Side
Events

Direct mail/SMS
marketing (Outbound
Marketing)
Increasing pager services

Week 1- 4

Phase 2

Phase 3

Blogs & Articles

Enhanced Merchant
Engagement and
Offers
Approach malls,
major events and
retail outlet
Improve user
facilities

Inbound Marketing

Merchant advertising
Classifieds & review
sites

Viral Video launch

Viral Marketing

Celebrity Endorsement
Week 5-8

Week 12 - 16

The campaign would start off by using the basic set of online media tools
and outbound marketing.
The second phase will expand the reach of Pagers through campaigns
Last phase would allow to loyal customers with added benefits. This
phase will allow to expand the reach of Pagers through successful events.

Re-Launch Strategy
Targeting

Positioning

To target the elderly people

who can send an SOS
Message,
in
case
of
emergency
To coordinate officials in
malls, retail stores and major
events
Housewives to communicate
with their maids through
Alternatively
also be regional
used
pagers
init cantheir
by
handicapped people( deaf and
language
mute) to communicate via short

Position the pager as a tool

to
communicate
faster
within areas which are
sensitive to radiations
No health issues : Minimum
SAR value ( no damage to
brain and fertility rate )
No battery issues, no
overheating,
no
range
issues
Adapt

texts.

Pager companies in
India also offered
their services in
regional languages
also

Penetration
Pricing
Strategy

Also it can be used a device for

the blind to communicate if we
can inscribe on the pager

Key Strategy: Different Pager Type for

Different Customer
People love to eat out. How many
times have you gone to a restaurant
and had to wait for a table? : Here the
Voice Pager will do wonders by being used
by someone that would take your name
and then yell out or call over an intercom
when your table was ready.
Some Clichs Are Accurate: Pagers
help to connect on-call doctors to their
hospitalized patients
In an era where dropped phone calls
and lost text messages are still quite
common : The 99 percent reliability of
satellite-based pager technology makes it a
preferred method of communication in
cases where reaching someone is critical.
Pager is good news for people in
both urban and rural areas: Where
either a lack of signal or too much
interference can disrupt cell service. In
addition, the technology used to send
pages is powerful enough to travel

For those in the emergency

fields : Such as the medical

profession, fire, and law enforcement,

the timing of responses can make all
the difference in the outcome.
Group Pages : When set up
properly, just one phone call can send
the same page to millions of people.
And, unlike text messaging which is
not always instant, paging will reach
these people quickly. (page takes a
maximum of 30 seconds to reach a
pager unit)
While a large sized screen
can be a great help : Receiving a
message on such a large device can
be hard to conceal. This is not the
case with pagers. Example: In
colleges and schools

Pagers are actually also very

helpful for small-scale

P
R
I
N
T
A
D