Cellular Project Ppt2

8/2/2019 Cellular Project Ppt2

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PROJECT ONROJECT ONCELLULAR INDUSTRYELLULAR INDUSTRY

Presented by :resented by : Muhammad Atif Ilyasuhammad Atif Ilyas MBA Part IIBA Part II Marketing Managementarketing Management


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After sale services

Prepaid & Post paid

connections

Telecommunication

OUR PRODUCT

Augmented Product

Actual Product

Core Product


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MARKETING MIXARKETING MIX


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PRODUCTRODUCT Nameame Global Linklobal Link Varietyariety Pre-paid and Post-paidre-paid and Post-paid Qualitiesualities Uninterrupted servicesninterrupted servicesQuality control onuality control on

chokinghoking due to excessive loadue to excessive load Featureseatures Easy Loadasy Load Validityalidity One yearne year

of Balancef Balance


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S No Details PriceJustajoo

(Pre Paid)Rabta

Post Paid

TARRIFS


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PROMOTIONSROMOTIONS Advertisingdvertising Electronic media/newslectronic media/news

papers/billboardsapers/billboards Personal Sellingersonal Selling Sale repsale reps Sale promotionale promotion Group packages / companyroup packages / company

packages /ackages / complimentaryomplimentaryconnectionsonnections


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FEATURESEATURES GPRS/WAP GPRS services from mobile toPRS services from mobile to

the internet at nominal rate i.e. Rs.10/- P/KBshe internet at nominal rate i.e. Rs.10/- P/KBs WAPAP Wireless Application Protocol toireless Application Protocol to

browse the internet on mobile phone. Therowse the internet on mobile phone. Thewebsite appears on WAP enabled phone screenebsite appears on WAP enabled phone screenso as to browse favorite sites whenevero as to browse favorite sites wheneverrequired. The Global Link speeds up access toequired. The Global Link speeds up access toWPA sitesPA sites

Easy Load No limit to re-charge mobileo limit to re-charge mobile Roaming No roaming chargeso roaming charges


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CONSUMER BUYERONSUMER BUYERBEHAVIOUREHAVIOUR


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FACTORS THAT MAY AFFECTCUSTOMERS BEHAVIOURCultural Factorsultural FactorsTrend Previously only adults availed thePreviously only adults availed themobile facilities, but now there is anobile facilities, but now there is anincreasing trend towards usage by teenagers.ncreasing trend towards usage by teenagers.

School going children are also occasionallychool going children are also occasionallyallowed to keep mobiles e.g during outdoorllowed to keep mobiles e.g during outdooractivities field trips, combined studies etc. Thisctivities field trips, combined studies etc. Thistrend has increased the demand of customersrend has increased the demand of customersfor the purchase of new connections.or the purchase of new connections.SubCultural Catering to the sub culturalCatering to the sub culturalaspects there is no restriction from religionsspects there is no restriction from religionsside and no geographical limitations either.ide and no geographical limitations either.


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SOCIAL FACTORSOCIAL FACTORS Social Class The target group for the launchhe target group for the launchof Global link is :-f Global link is :-

upper middle classpper middle class middle classiddle class working classorking class upper lower classpper lower class lower classower class

Education No condition of literacy as ano condition of literacy as anentirely illiterate person can easily operate antirely illiterate person can easily operate acell phone.ell phone.


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SOCIAL FACTORSOCIAL FACTORS Family In our society men are the decision makingn our society men are the decision makingauthorities in a familyuthorities in a family unit . Therefore selection of theTherefore selection of thehead of a family influence choice of the rest. Keepingead of a family influence choice of the rest. Keepingthis in view interest of al l the family members wil l behis in view interest of all the family members wil l becatered in the form of onl ine services, which wil l includeatered in the form of online services, which wil l include

sports coverageports coverage news updatesews updates recipesecipes ring tonesing tones weather forecasteather forecast religious infoeligious info jokesokes quotesuotes games etc.ames etc. On Post paid connection 100 min and 50 SMS pern Post paid connection 100 min and 50 SMS per

month free for the family member.onth free for the family member.


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SOCIAL FACTORSOCIAL FACTORS Groups Peoples choices are influenced byeoples choices are influenced bytheir peers and colleagues. Keeping this inheir peers and colleagues. Keeping this inview smart group and company packages williew smart group and company packages will

be floated at substantial rates.e floated at substantial rates. Role/Status Every person is playing avery person is playing aspecific role in a family or a workplace.pecific role in a family or a workplace.

Mobile services play an important role inobile services play an important role inorder to enable their customers to remain inrder to enable their customers to remain intouch for efficiently discharging their duties.ouch for efficiently discharging their duties.


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PERSONAL FACTORSERSONAL FACTORS Life style Mobile phones have become a needobile phones have become a needinstead of a status symbol due to too manynstead of a status symbol due to too manycommitments and extensive out doorommitments and extensive out dooractivitiesctivities .. Occupation Working class mainly the onesworking on field duties. Age Group Unlimited all age groups Economic Situation According to the current

economic survey per annum income of ourcountry according to our population is 788per capital- Rs: 3440/month. This shows ourservices are affordable to all.


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PSYCHOLOGICAL FACTORSSYCHOLOGICAL FACTORS Motivation Global l ink will actually belobal l ink will actually besatisfying customers safety and socialatisfying customers safety and socialneeds,and the brand image which weeeds,and the brand image which we

develop for our brand will motivate theevelop for our brand will motivate thecustomer.ustomer. Learning Its user friendliness andts user friendliness andeasy to load facil ity will help public toasy to load facil ity will help public to

learn operating and connecting withearn operating and connecting withpeople.eople. Beliefs and Attitudes Here we willere we willcater to the values of Pakistan market.ater to the values of Pakistan market.


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CONSUMER BUYING DECISIONONSUMER BUYING DECISIONPROCESSROCESS Needs RecognitionGlobal link will satisfy psychological safety andlobal link will satisfy psychological safety andsecurity needsecurity needs .. Identification Of AlternativesPresently the other alternatives that areresently the other alternatives that areavailable in the market arevailable in the market are ::Productsroducts

Mobil inkobil ink U fonefone Paktelaktel Instansta Waridarid Telenorelenor


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EVALUATION OF ALTERNATIVEStrengthQualities of other mobile services include:ualities of other mobile services include: Wider coverageider coverage Variety for selectionariety for selection Diversity in call ratesiversity in call rates GSMSM Allied features like MMS, SMS, GPRS etcllied features like MMS, SMS, GPRS etc ..

Weaknesses Chocking in connection due to over load of callshocking in connection due to over load of callsresulting in delay or inability in connecting withesulting in delay or inability in connecting withpeople.eople.


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BUSINESS MARKETUSINESS MARKET


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BUSINESS MARKET Geographically Concentrated Buyer

Main business centre will be concentrated in theoutskirts of Islamabad, so as to monitor saleat different regions. Desired DemandThe demand for connections will ultimately bederived from consumer market; therefore,close monitoring of consumer markets

pattern will be done. Inelastic Demand

Business buying demand will not be affected bythe fluctuating rates of the other product.


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BUSINESS MARKET Fluctuating DemandAllowance in new connection will be catered inadvance so as to meet the fluctuating demandsof the consumer markets on special

occasions like Eid, Christmas , new yearvalentines days etc.Professional Purchasing

Business goods will be purchased by trainedpurchasing agents who will be following globalLinks policies & requirements.


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BUSINESS BUYING PROCESS Problem Recognition

To meet the requirements of the customers. General Need DescriptionFor Global Link quality services, sufficientconnections and timely supply will be takengood care of Product Specifications

Detailed specifications of Global Link to thebusiness buyers will ensure good sale.


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Suppliers SearchThrough internet, websites and adds in thenewspapers most appropriate suppliers wil beidentified. Proposals Solicitations

Qualified supplies will be invited to submitualified supplies will be invited to submitproposals. After skimming the options fewroposals. After skimming the options fewsuppliers will be called for presentation.uppliers will be called for presentation.

BUSINESS BUYING PROCESS


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Suppliers SelectionLooking at the attributes the most attractivesuppliers will be selected with the help of selfdevised suppliers evaluation model. Order Routine Specification

After selection of the suppliers routine taskswillbe specified that will include quantity required,time of delivery, warranties, technicalsupervision etc.



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Performance ReviewPerformance of the suppliers will be evaluatedon quarterly basis and the criteria of evaluationwill be conveyed to the suppliers in advance.



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Individual FactorsThe factors related to

(a) Age(b) Education(c) Job position(d) Personality. They are very clearly definedin the Customer Buyers Behaviour.

MAIN FACTORS INFLUENCINGBUSINESS BUYERS


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PARTICIPANTS IN THEARTICIPANTS IN THEBUSINESS BUYING PROCESSUSINESS BUYING PROCESSBuying center of our product will include theuying center of our product will include thefollowingollowing User In order to initiate the process the staffn order to initiate the process the staff

members of our company will be given connectionembers of our company will be given connectionon subsidized ratesn subsidized rates Influencersnfluencers Influential managers of thenfluential managers of the

company itself as well as of the other organizationsompany itself as well as of the other organizationswhich will serve as a good source to definehich will serve as a good source to definespecification and provide information for evaluatingpecification and provide information for evaluatingour product.ur product.


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PARTICIPANTS IN THEARTICIPANTS IN THEBUSINESS BUYING PROCESSUSINESS BUYING PROCESS Buyersuyers Marketing manager of the company willarketing manager of the company willhave the authority to decide for the selection ofave the authority to decide for the selection ofsuppliers and arrange terms of purchaseuppliers and arrange terms of purchase Deciders The same marketing manager willhe same marketing manager willbe the deciding factore the deciding factor Gatekeepers Technical person as well asechnical person as well aspersonal secretary of the company will play theersonal secretary of the company will play therole of gatekeepers in controlling flow of info toole of gatekeepers in controlling flow of info toothersthers


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MARKET FOCUSARKET FOCUSGlobal link services are void of any

differences. As mentioned earlier our

focus will be both the Institutional

Markets as well as Government Market


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BUDGETUDGETWe cannot itemize in detail of the cost

associated with creating and running a

market and sales organization for a newcompany. However, reasonable

estimate of cost may be about 1 million a

year for marketing and sales

Cellular Project Ppt2

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