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MIO PLAN MARKETING ANALYSIS
DONE BY:
NACHAMAI
ZI JIAN
YI JIN
HSIAO YU
HASYIMAH
SingNet BroadBand
SingTel Fixed Line
SingTel Mobile
Target Market
Strategy
Families
SingTel users using separate plans
Non-SingTel Users
PRODUCT
Levels of Product
Augmented
Actual
For the Basic User
For the Savvy User
For the Busy
Executive
Core
Fixed Line
Mobile
Broadband
Mio Plan
Basic User
Savvy User
Busy Executive
Mobile
•100 mins (Outgoing)
•Free Incoming Calls
•500 SMS
•Caller ID
•300 mins (Outgoing)
•Free Incoming Calls
•500 SMS
•Caller ID
•AutoRoam
•700 mins (Outgoing)
•Free Incoming Calls
•500 SMS
•Caller ID
•AutoRoam
Broadband
•3 Mbps Unlimited
Access
•10 Mbps Unlimited
Access
•25 Mbps Unlimited
Access
Telephone
•Unlimited local calls on home phone
•Caller Alert
•Basic VAS Pack FREE for 1st 3 months ($4.28 per month applies
thereafter)
Monthly
Subscription Fee
$55.80
$86.21
$137.17
TT05- Principles of Marketing Proje
Levels of Product
Augmented
Actual
For the Basic User
For the Savvy User
For the Busy
Executive
Core
Fixed Line
Mobile
Broadband
Augmented Product
Customize Your Plan!
Exclusive Discounts on Mio TV!
Attractive Discounts on Supplementary
Lines!
Annual Handset Upgrade
Dedicated Mio Hotline
Consolidated Billing
Pricing
Marketing Objectives
Target Market and Positioning
• Families
• Wide range of choices
Market Share Leadership
• Asia’s leading telecommunications
company
• Owns shares in many regional operators
Marketing Mix
Strategy
Non-price Costing
• Different plans Different users
• Based on their needs
Targeting Costing
• Starts with ideal price based on
customer’s
considerations.
Marketing Conditions
Oligopolistic Competition
• Few competitors
• Price adjustments Stay competitive
• Difficult for new competitors to enter the
market
Product Mix Pricing
Strategies
Product Line Pricing
• Different plans catering to different needs
with different prices
Product Bundle Pricing
• Bundle up 3 services for 1 standard
subscription price
PLACE
Multi Distribution Channels
Indirect marketing channels
1.SingtelDealer (small Shops) Consumer
2.SingtelExclusive Retailer Consumer
Direct marketing channels
3.SingtelConsumer
hello! STORE
• West- 2 shops
• North-2 shops
• East-3 shops
• Central- 4
shops
SingTel Exclusive retailers
• Central -22
shops
• West-16 shops
• North -26 shops
• East -31 shops
Location
• Locate stores in proportion to population
in each area of Singapore
• Strategic Location in every part of
Singapore
• Aims to grab non SingTel customers to be
interested in signing contract with SingTel
• To stay competent (Starhub)
Exclusive
distribution
• Advantage : SingTel obtains more loyal
and dependable and dealers obtain
stronger support from SingTel
• More exclusive retail stores than concept
stores
1) Save rental cost
2) Bigger margin returns
Analysis…
• Within parameters near MRT station
Convenience Factor
• Snatch market share
• Made Services available for potential
customers
Shoppers
Direct Walk in customers
Store layout
Evaluation(Advantage)
• Red & Black Shop Theme color
To create image in customers mind
• Plays lively music to create ambience
Create lively ambience to enhance shopping
experience.
• Strategic standing position
• Shop Location within parameters of MRT
station
• Interactive Kiosk
Attract Attention
Online store
Interactive tour to
understand what is
Mio all about.
Visual interface for
buyers to explore
the different Mio
bundles
Online calculator
Aims to portray
their bundle plans
are worth the money
Analysis
• Products displayed in Catalog
Customer understand about product at
one glance
• Online submission
Convenience for plan subscription
Trade Fairs participated
•
•
•
•
•
IT Show
PC show
Great Singapore Sale- Road Shows
COMEX
SITEX
Analysis
• SingTel make use of platform
provided to showcase Mio plans and
bundles
• Recognize the regular crowds in
every trade fair.
• Recognize the motive of every
customers for going to the Trade fairs.
PROMOTION
Advertising
Informative
• “There’s a new way to connect to everything
you love at home and beyond.”
• When 1st introduced
• Provides information
Persuasive
• “It’s all about teamwork.”
•Persuading customers to buy the package
Sales Promotions
Tools - Consumer
Price packs
Combine fixed line, mobile and
broadband services
- Enjoy greater savings
Many alternatives based on customers’
needs
- For The Basic User
- For The Savvy User
- For The Busy Executive
Premiums
FREE VoiceMail for first 3 months
5% off your mio TV programme charges
Patronage rewards
Red rewards
- 1 year membership offers privileges such as:
• half-yearly rebates on your SingTel bills
• hello! Stores vouchers
Tools - Business
Conventions and Trade shows
SingTel Megafair 2007
SingTel-IT Show 2009 Broadband Bundles
SingTel Christmas Fair 2007
find new sales leads
contact customers
introduce new products
meet new customers
sell more to present customers
educate customers
Public Relations
Collaborates with MDA & Ngee Ann Polytechnic
• establish Singapore as a global media hub
• develop local broadcast media solutions and
talent
• practical experience in live broadcasting
environments at the BIC
• New modules
• Courses for professionals
Formula 1 SingTel Singapore Grand Prix
Reach customers and non-customers
Good image
Favourable publicity
Benefit in long-run
Direct Marketing
Online marketing
http://home.singtel.com/singtel/index.html
Wealth of information
Latest updates
24/7
Fast and easy to obtain information
Kiosk marketing
• present information about their product lines
Eliminate the time wasted
Fast and easy to obtain information
Home visits
Personal Selling
• SingTel Christmas Fair 2007 @ Ngee Ann
City
Sales forces act on behalf of
Manage personal customer
relationships
Find & develop new
customers
Communicate information
Customer satisfaction and
company profit
Recommendations
• Offering customers an Integrated Wireless
Modem when they subscribe for Mio Plan.
• Allow customers to accumulate unused
talk time and SMS.
• Push Cart Store
Citations
•http://farm4.static.flickr.com/3197/2701062841_f3b50
57dc3.jpg
•http://www.np.edu.sg/soe/news/Pages/20090615_ECE
_SingTelMOU.aspx
•http://home.singtel.com/mio/mio_plan_features.html
•http://home.singtel.com/mio/mio_plan_plans.html
•http://home.singtel.com/mio/index.html
•http://financialhorizons.org/asian_family_on_computer.jpg
Citations
•http://www.appxolute.com/ax/images/logo_starhub.pn
g
•http://home.singtel.com/mio/i/mp_about_imgb.jpg
•http://www.portraitworkshop.com/gallery_caricatures_
portraits/other_talents_gallery/irzan_jamingan.php
•http://www.hardwarezone.com/img/data/articles/2008
/2597/singtel_04.jpg
•http://www.hardwarezone.com/articles/view.php?id=2
837&cid=18&pg=14
•http://www.hardwarezone.com/articles/view.php?id=2
936&cid=18&pg=16
Citations
•http://www.hardwarezone.com/articles/view.php?id=2
592&cid=18&pg=12
•http://farm4.static.flickr.com/3144/2427161661_b1dbe
a394f.jpg?v=0
•http://www.lyngsat-logo.com/hires/ss/singtel.png
•http://www.trexi.com.sg/pics/3corporate/starhub_gree
n.gif
•http://home.singtel.com/mio/i/mp_about_imgb.jpg
•http://www.hardwarezone.com/articles/view.php?id=2
936&cid=18&pg=16
Citations
•http://www.ci.yuma.az.us/Images/General/ss10720051-piggyBank.jpg
•http://home.singtel.com/mio/mio_home.html
•http://en.wikipedia.org/wiki/Singtel
•http://files.lesterchan.net/photos/singtel/hello_jp2/out
side_view.jpg
•http://www.moblog.com.sg/blog/paulcsc/img/5199873
6-931A-4291-8B3E-48471256CBD5/DSC06228.jpg