Teletalk 3G Brand Plan
Nov 21, 2014
Teletalk 3G Brand Plan
Beginning…… 3G represents the next step in the evolution of mobile telephony,
offering enhanced capacity and efficiency compared to the current 2G technology.
3G has a 4-5 times higher voice capacity than present 2G services.
An ideal platform to deliver low cost voice telephony to consumers.
3G has hi-speed data capabilities It will fulfill the content rich mobility experience for urban Bangladeshi.
With 3G networks, consumers will have access to mobile Internet, faster browsing, streaming and downloading and business functionalities.
Initially, Teletalk is likely to launch 3G services in select cities where expect a high demand for 3G services like Dhaka, Chittagong etc. and then gradually expand to other cities and towns.
What is new with 3G?The more bandwidth, the better the end-user experience, the more fragmented offering
Target Market
Target Segment
Consumer Need
DhakaChittago
ng
Advanced Users (Executives)
Stay in touch, Record information, input and access data while on go
Internet Users(Students)
Perform many functions like entertainment, internet etc and individuality
Entry Users(Normal users)
Entertainment with Voice clarity
TARGET MARKETS: Teletalk’s marketing strategy is to differentiate the services from other operators on the market. Our primary customer targets is the middle-upper income professional that need to coordinate their busy schedules and communicate with colleagues, friends and family. Our secondary consumer targets are college and graduate students who want infotainment.
MARKETING OBJECTIVES We have set an aggressive buy achievable objective for the first and second years of marketFirst-year Objectives - We are aiming for a 10% share based on sales.Second-year Objectives - to achieve a 22% share based on sales.
How can we leverage 3G to different user segments?
Positioning: Using product differentiation, we are positioning the Teletalk’s 3G technology as the versatile, convenient, value-added services for personal and professional use.
The marketing strategy will focus on the convenience of having one device for communication, but also music, pictures, and video, and full Internet access.
StrategiesProducts & Services:
• Broadband Connectivity• Video Calling• Music Download• Mobile TV• Video Conferencing• Faster Video Download• Online Gaming
Mobile TV - uTv
• Mobile TV is a high profile service that end users expect to be able to access on their phones.
• Video on demand with sort by categories • Very Fast channel switching
• Contextual teasers and interactive services (Voting, WAP/Download link, News)
Brand VisionBy 2015 Teletalk will be the most admired brand in Bangladesh• Loved by more customers• Targeted by top talent
Teletalk will be the pioneer and number
one in 3G services providers brand by
capturing 35% of telecom market and 15
million subscribers by 2015.
Current - 3.3 million
2011 -5.5 million
2012 -8.0 million
2013 -10 million
2014 -12.5 million
2015 -15 million
Brand Mission
Market Definition
3G of Teletalk offers consistent services to users wherever they are.
SITUATION ANALYSIS
We have set an aggressive buy achievable objective for the first and second years of market.
First-year Objectives - We are aiming for a 10% share based on sales.Second-year Objectives - to achieve a 22% share based on sales.
Target Market (Forecasts)
Target Size (Forecasts)
Strength:• Faster data transmitting and higher bandwidth, allow more business applications and commercialization• Personalized multimedia communication tools
Weakness:• Cannot offer full internet experience due to limited speed and bandwidth• Relatively higher cost to use and deploy infrastructure compared with 2G and 2.5G
Opportunities:• Strategic alliance opportunities with traditional non-telecommunication industries• sophisticated commercialization of 3G technology would encourage more applications of e-commerce and m-commerce• It is expected that consumers will continue to replace handsets with newer technology at a rapid rate. Since most service providers have not invested in 2.75G or enhanced data rates for global evolution (EDGE) but still desire the higher data capacity rates, the growth opportunity for 3G is very optimistic.
Threat:• Upcoming 4G threatens to entry before 3G is fully deployed and commercialized.• 2G and 2.5G are still in the market place, squeezing the market share.• New entrants like Grameen Phone, Warid
SWOT ANALYSIS
Services Key Programs Key GoalsMobile TV TV & radio Advertisement, Print
media, celebrity branding, sponsorship etc.
Awareness of the service, image building and 20% revenue of target market
Broadband Connectivity
TV Advertisement, Print media, Outdoor advertising, sponsorship etc.
Brand awareness, differentiation, 30% subscribers and 35% revenue of target market
Video Calling
TV & radio Advertisement, Print media, Outdoor advertising etc
Brand awareness, differentiation, 15% revenue of target market
Music & Video Download
TV & radio Advertisement, Print media, Outdoor advertising etc.
Brand awareness, differentiation, 30% revenue of target market
Video Conferencing
TV & radio Advertisement, Print media, Outdoor advertising, sponsorship etc.
Brand awareness, 5% revenue of target market
KEY PROGRAMS AND THEIR GOALS
Teletalk should achieve
• Known as admired brand for latest technology• 5.5 million subscribers by 2012• 0.3 billion revenue from advanced segment in 2012
Brand Objectives
BRAND ACTION PLAN
Product Strategy : Unique Offering (3G SIM, Information Guide etc)Strategic Alliance with Nokia for offering package with 3G support set and unique features
Pricing Strategy: Skimming pricing policyDifferent prices packages with different segment
Design Strategy : Exclusive design reflected the national history or cultures
Communication Strategy: 360 degree campaign (idea-infotainment)
Distribution Strategy: Exclusive care points and also distributors
Component Plans
New Product Development :New services like Geographic Messaging Services Platform (GMSP)
Kid Tracking Fleet Tracking
Traffic Weather
Fodor’s Guide City Tourism
Treasure Hunt Geo-Tag
Targeted Opt-in marketing
Value Proposition: Offer a variety application TODAY to generate Revenue TODAY
Value Proposition: Offer a variety application TODAY to generate Revenue TODAY
Proximity MktingSocial
Networking
Ass
et
Tra
ckin
g Gam
ing
Travel/Info
Guides
Emergency
Services
Post-It notes Meeting alerts GeoBlogging
GMSP
New Brand DevelopmentNew brand for new services like Mobile TV – uTv
Customer relationship ManagementCustomer touch points, networks, VAS etc.
FINANCIAL SUMMARY
S.N Particulars Amount
01 Marketing Expenditure 7 million
02 Infrastructure Development Expenditure 65 million
03 Administrative Expenditure .7 million
04 Product Development Expenditure 12 million
05 Others 5million
20112012 2013 2014 2015
Revenue
Year
Presented ByMD. HASNAIN CHOWDHURY
Executive, Market DevelopmentTELETALK BANGLADESH LIMITED