Advertising Campaign for Mobile Service Provider, by Rahul Krishnan.

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Marketing Executive
RahulR Krishnan
Bringing advanced technological edge in telecommunication
services

3. Mission
“We will bre ak all So und-barrie rs and be
Quicke r to m ake sure that o ur
Custo m e rs co m m unicate be tte r than
anyo ne and stay satisfie d with pride .”
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4. Marketing Problems
• High promotional expenses
• Competition
• Market Penetration
• Strong positioning of other major brands
• Obscurity to cease market share from
existing players
• Reluctance of customers to change from
their existing brands
• High distribution cost
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5. Key ConsumerInsights
 Immediate connection
 Quick fault redressal
 Quality in service
 Price according to quality
 Cut in call charges
 Customer care centres
 Quick access to internet facility
 More Custom Offers
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7. Segmentation
 Nature of Customer
Individual
○ Age
Senior Citizen
Students
Youth
○ Gender
Groups
○ Family
○ Couples
Corporate
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8. Targeting
 Up market professionals
 Low income mass category
 Youth
 Students
 Women and senior citizens
 Family
 Couples
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9. Positioning
 TelNet helps customers to enjoy more
affluent communication, anytime,
anywhere with highest speed coupled
with clarity. Always reliable, always
quick, always delivering quality services
just the way people expect…
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10. Competition (Intense)
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12. Call Management
 Call Conference
 Call Diversion
 Call Hold
 Call Waiting
 Caller Line Identification
 Missed Call Alert
 Voice Mail
 Call Barring
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13. Services
 DialTones
 Entertainment
 Astrology
 Sports
 Movie Tickets
 Games
 Chat
 General
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14. Balance Exchange
 Transfer Balance amount to another
TelNetter
 Type *166*<TelNet
Number>*<amount>#
 Eg: *166*9192873693*250#
 Minimum Balance to transfer 50Rs
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15. Free Plan Change
 Change from Prepaid to Postpaid for
free
 Change from postpaid to prepaid for free
 Post Paid to Prepaid
Credit Value > 1500 Rs
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16. OtherCustomerBenefits
 Instant Balance Enquiry
 24Hr recharge Facility
 Multimedia messaging service (MMS)
 GPRS
 SMS based Information Service
 Hello Tunes & Ring Tones
 Gifting of Ring Tones & Dial Tones
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17. Sales Promotion
 Providing services which were not
offered so far
SMS & Call Barring
Balance Exchange
Reminders
Unlimited Credits
InfoText
 Effective Ad Campaigns
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18. Sony Ericsson TelNetter
 Get a TelNet prepaid connection for free
with every Sony Ericsson cell phones
 Offer valid till June 5 2009
 TelNet General
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19. SMS & Call Barring
 Block SMS and Calls from particular
numbers
 Type *177*<number>#
 Eg: *177*9747207694#
 Unlock
*176*<number>#
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20. World SMS @1 Rs
 94 Rs Easy Recharge
 Local, National and International SMS at
just 1 Rs
 Other SMS packages will be void
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21. 200 Mins Free
 First 400 minutes free for all prepaid
connections to all TelNetters
 First 200 minutes free for all prepaid
connections to all other mobiles
 Local only
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22. Daily 6 Hours Free
 Daily 6 Hours free for all prepaid
connections to all TelNetters
 76 Rs Easy Recharge
 30 days validity
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23. Communication Strategies
 Conducting Promotional Campaigns at Shopping Malls,
Supermarkets, Mobile Stores Colleges and Other
Institutions and Areas.
 Sending Ads along with Newspapers to 25% of
subscribers in each area.
 Creating TelNet communities in Orkut, Facebook, Hi5 and
Wayne.
 Hoardings and Banners.
 Television and Print Media.
 Rosebowl as channel partner
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24. Technology
 WiMax
 3G
 EDGE
 WAP
 GPRS
 MMS
 SMS
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25. Pre Paid Plans
 TelNet YOUTH
 TelNet Student
 TelNet Citizen
 TelNet PINK
 TelNet TEXTER
 TelNett General
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26. Post Paid Plans
 TelNet Corporate BETA
 TelNet DUET
 TelNet FAMILY
 TelNet Citizen BETA
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27. TelNet YOUTH- prepaid
 Full Talk Time on all recharges
 Free Night Calls
12 AM to 6 AM
TelNet to TelNet
 99 Rs Package
 Tariff
TelNet to TelNet – 35 paise
TelNet to Other – 50 paise
STD – 1.25 Rs
400 SMS - Local & National
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28. TelNet STUDENT - prepaid
 Full Talk Time on all recharges
 6 Am to 6 PM free calls to 10 TelNetters
 50 Rs package
 200 Minutes free to any local mobile every
month
 Tariff
TelNet to TelNet – 30 paise
TelNet to Other – 50 paise
STD – 1.25 Rs
1000 SMS - Local & National
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29. TelNet Citizen - prepaid
 Age above 65
 Zero balance calls up to 300 mins for all
local mobile calls
 Free news updates
 Reminder – 5 Rs each
 150 Rs Package
 Tariff
TelNet to TelNet – 35 paise
TelNet to Other – 50 paise
STD – 1.25 Rs
400 SMS - Local & National
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30. TelNet PINK- prepaid
 SMS and Call Barring
 InfoText
 Location information
 Zero Balance calls
 Up to 400 minutes
○ Credit Limit > 1000
 PINK to PINK unlimited
 22 Rs Easy Recharge
 89 Rs Package
 Tariff
 TelNet to TelNet – 30 paise
 TelNet to Other – 50 paise
 STD – 1.25 Rs
 1000 SMS - Local & National
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31. TelNet TEXTER- prepaid
 119 Rs Package
 1000 SMS per day (L & N)
12 Rs Easy Recharge
If SMS > 1000 on any day
○ 2000 SMS per day till next validity expiry
 Tariff
TelNet to TelNet – 40 paise
TelNet to Other – 50 paise
STD – 1.25 Rs
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32. TelNet General
 100 Rupees Package
 Tariff
TelNet to TelNet – 90 paise
TelNet to Other – 1 Rupee
STD – 2 Rs
SMS – .10 paise
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33. TelNet Corporate BETA -
postpaid
 Unlimited Credit value
 Free Missed Call Alerts
 No Service Calls or Messages
 Caller Line Identification
 Call Waiting
 Reminder – 5 Rs each
 Monthly Rental
 499 Rupees
 Tariff
 TelNet to TelNet – 20 paise
 TelNet to Other – 30 paise
 STD – 1.10 Rs
 SMS – 1 Rupee
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34. TelNet DUET - Postpaid
 399 Rs package
 Dual Sim
 Lover to Lover Unlimited Calls (Local)
 Lover to Lover Unlimited SMS (Local)
 Tariff
TelNet to TelNet – 40 paise
TelNet to Other – 60 paise
STD – 1.30 Rs
SMS – 25 Paise
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35. TelNet FAMILY - Postpaid
 999 Rupees Package
 4 Sim
 Unlimited Calls and SMS in Circle (local)
 Tariff
TelNet to TelNet – 30 paise
TelNet to Other – 50 paise
STD – 1.30 Rs
SMS – 25 Paise
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36. Telnet CITIZEN BETA -
Postpaid
 Age above 65
 Zero balance calls up to 300 mins for all
local mobile calls
 Free news updates
 Reminder – 5 Rs each
 299 Rs Package
 Tariff
TelNet to TelNet – 20 paise
TelNet to Other – 45 paise
STD – 1.10 Rs
500 SMS - Local & National
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38. TelNet Brand Ambassadors
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39. Print Releases
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