Upload
prabhatoptimist8178
View
218
Download
0
Embed Size (px)
Citation preview
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 1/37
Assessment of Telecom
TVCsIndian Telecom Market Prabhat Kumar
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 2/37
K ey Areas to Explore
Competitive Marketplace
Framework of Advertisement Analysis
Advertisement Campaigns of key Companies
Analysis of Advertisement Campaign
Comparative Assessment of Advertisementcampaigns.
Recommendations for Individual Companies
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 3/37
Competition Analysis
Industry Overview (Market size, Gr owth rate,
Forecast)
Key competitors (Market share-National®ional)
User base analysis
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 4/37
Indian Telecom Industry
The telecom industry had a
market size of Rs 105,287 cr ore in
2006.
The Indian telecom industry is
expected to reach a size of Rs
344,921 cr ore by 2012 at a gr owth
rate of over 26 per cent.
In FY08 Indian telecom market,
witnessed a 46% YoY increase in
its subscriber base to 300 m.
Number of telecom subscribers is
expected to reach 500 million by
2010 and 650 million by 2012.
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 5/37
Segregation of Telecom Sector
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 6/37
Market Segment
Indian Telecom services
market can be categorized into
following segment on the basis
of services pr ovided.
1. Wire line Services2. Wireless Services
3. Internet services
Subscriber Base bysegments
Wireless
Services,286.87,
85%
Internet
Services,11.66,
3%
WirelineServices,
38.92,
12%
Figures are in millions subscribers
Subsegment of
I ¡ eless services
GSM,
¢ £ ¢ .
¤
£ ,
¥ 4¦
CDMA,¥ 4.
§
̈ ,
¢ ¨ ¦
Wireless services is f urther
catego
rized into fo
llowing subsegments
1. CDMA
2. GSM
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 7/37
Market Competition
M©
NL
10%
Other
11%
Sh
am
0%
HFCL
0%
H
he
2%
Relian
e
2%
Bharti
6%
BSNL
80%
Wire line Services Market Share(Subscriber Base)
Bharti
24%
Relian
e
18%
o
o
one17%
BSNL
15%
©
ata
9%
I
ea
10%
Air
el4%
Spi
e
2%
M©
NL
1%
BPL
0%
HFCL0%
Sh
am
0%
Other
8%
Wireless Services Market Share(Subscriber Base)
� BSNL and MTNL are govt. enterprises hold
about 90% of market share.
� Among private players Bharti, Reliance and
Tata are top 3 competitors.
� Big Players in wireless services market are
Bharti, Reliance, Vodafone, BSNL, Tata
and Idea.
� These six competitors together represent
more than 90% of market share.
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 8/37
Market CompetitionMarket Share of GSM service providers
June 2008
� Top player in GSM service pr ovider are
Bharti,Vodafone,BSNL,Idea
� These four player together makes more
than 85% contribution in the market
� Tata, Reliance & BSNL are the major player
in CDMA service.
� Near about 99% of the market is being
captured by these three.
Market Share of CDMA service providers
June 2008
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 9/37
Competitor Summary (IdentifyCompetitors)
Wire line Wireless W1(GSM) W2(CDMA)
Bharti 23.93732 69.38 Y N
Reliance 0.951615 50.79 Y Y
Vodafone N 49.20 Y N
BSNL 308.66077 41.96 Y Y
IdeaN
27.19 Y N
Tata 0.772202 26.33 Y Y
All the f igures are in Million
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 10/37
Subscriber ase Spread
Urban Vs Rural (for key competitors)
Rural Urban
Tata
Idea
BSNL
Vodafone
Reliance
Bharti
6.46%
23.54%
34.41%
30.10%
19.63%
27.76%
93.54%
76.46%
65.59%
69.90%
80.37%
72.24%
26.33
27.19
41.96
49.20
50.79
69.38
Total Subscribers
Millions
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 11/37
0
10
20
30
40
50
60
70
80
Jun 07 Sep 07 De 07 March 08 June 08
Idea Bharti Vodo one Reliance Tata BSNL
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 12/37
Idea
9
Bha ti
!
" dofone
17
# eliance
17
$
ata
9
BS% &
17
Ma ket sha e change
Idea
9 '
Bha( ti
) 0 '
1
odofone
17 '
2 eliance
18%
Tata
9%
BS3 4
15%
Market Share of Wireless June 2007 Market Share of Wireless June 2008
BSNL lost market share and Bharti, Vodafone and Idea gained.
Within top six competitor (accounting for 92% market share) change in market
share is given as below
Others9% Others
7%
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 13/37
Market trend of rural area In rural area BSNL leads the market having 34.14 % of market share.
BSNL having presence in both wire line as well as wireless.
BSNL dominates wire line service area by holding more than 99% market
share.
Companies like Bharti, Vodafone, Idea, Reliance are gr owing very f ast
might be because
Estimated population of 1.136 billion and about 72% living in rural areas makes it
a potential market for f uture gr owth.
As spreading of wire network is tough as well as costly so going wireless is good.
Wireless subscriptio
n is easy to
take People are switching f r om wire line to wireless because they are money
conscious (Prepaid option).
Advantage of mobility
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 14/37
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 15/37
Framework of Advertisement
Campaign analysis1. Who is the target audience?
2. Does the add have stopping
power?
3. Identif y the pr oduct benef it-
What's in it for the customer?4. Identif y the reason to believe-
How do we know the brand will
deliver the benef it?
5. Other consideration -Like
picture of pr oduct, memorabletagline
6. Overall evaluation
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 16/37
K ey Statistics TVCs in Telecom
TV advertising of Telecom sector saw a rise of 99 per cent during
January - August 2008 compared to January - August 2007.
'Telecommunication Services' garnered a high share of Telecom sector
advertising on TV during January - August 2008.
TV advertising of 'Telecommunication Equipments' saw a gr owth of 45
per cent and that of 'Telecommunication Services' grew by 127 per cent
during January - August 2008.
µNokia Corporation' leads in advertising of 'Telecommunication
Equipments' and ' Vodafone Essar Ltd' was number one advertisers for
'Telecommunication Services' on TV during January - August 2008.
'R Madhavan' had the maximum ad volumes of Celebrity Endorsement
of Telecom sector on TV during January - August 2008.
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 17/37
K ey Facts about TV advertisementsTVCs on National Channel Vs Regional
Channels
Advertisement Breakdown
National Channels cover about 71% of all TVCs. Most of the TVCs are for
Telecom services
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 18/37
Advertisement Campaigns of K ey
Companies arti Group
Television advertisements have increased sharply (99%) in past one year.
Vodafone leads TV advertisers with 25% of all telecom TVCs. This is followed
by Bharti, Reliance and Tata. BSNL advertises the least among big players.
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 19/37
Subscriber Growt ate
0
10
20
30
40
50
60
70
80
un 07 Sept 07 e 07 rch 08 une 08
5 6 e 7 8 h 7 rti V 9 d 9
@
9 ne RelianA e Tata BSN B
68.57% 62.48%% 60.00% 59.32%% 52.02%% 30.92%%
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 20/37
Idea
9%
Bha C ti
D D %
Vodofone
17%Reliance
17%
Tata
9%
BSE F
17%
Ma ket sha e change
Idea
9%
BhaG ti
H 5%
Vodofone
17%
Reliance
18%
Tata
9%
BSI P
15%
Market Share of Wireless June 2007 Market Share of Wireless June 2008
BSNL lost market share and Bharti, Vodafone and Idea gained.
Within top six competitor (accounting for 92% market share) change in market
share is given as below
Others9% Others
7%
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 21/37
Summary of TVC campaign
arti Airtel
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 22/37
Summary of TVC campaign
eliance Reliance is third (preceded by Vodafone and Bharti) in race for TVC
share with 15% of total TV commercial.
Reliance is leader in CDMA market (57.44% share) but has little
(3.80%) presence in GSM market.
Marginally gained market share (Wireless) (f r om 17% June 07 to 18%June 08) in the last one year.
19.63% of its subscriber base resides in Rural Areas.
Ads do not diff erentiate rural and urban.
Ad talks about easy to use, low price, f eatures and integration with R
world, c
onnectivity.
Tag line ³
Butt
onD
abao´
(Push the button). Ads talksless about experience and emotion.
Umbrella ads talks about connectivity in remote areas and emphasizesnetwork as critical element of lif e.
Has ads targeted at diff erent segments like college going students,common man (lower middle class) working class.
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 23/37
Summary of TVC campaign
Vodafone Highest advertiser on TV ± 25% of total telecom TVCs. Undergonebrand name change f r om Hutch to Vodafone.
Gained market share in the last one year.
Has been increasing subscriber base consistently by 60% f r om Jun07to June 08.
30% of its subscriber base resides in Rural Areas.
Separate and appealing ad for its customer care ± ³happy to help´.
Ads do not diff erentiate target population by rural and urban.
Ads focus on emotions of relationship and positions its services asadding to those relationships.
Key elements ± connectivity, Less focus on detailed f eature.
Ads seems to be targeted at ± educated audience who enjoy enrichingexperience/emotion than just f eature.
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 24/37
Summary of TVC campaignSNL
BSNL lost its market share in last one year. (f r om 17% in June 07 to 15 % inJune 08)
Lowest advertiser on TV behind other players like Bharti, Vodafone Reliance,Idea, Tata. (11% of total telecom TVCs).
Among BSNL subscribers 34.14% are in rural areas. This is highest pr oportion
among key players.
Gr owth rate in number of subscribers has been the lowest among key players.
Earlier TVC (One India) focused on low tariff rates. Later ads started focussingthemes like connecting India, specif ic f eatures, a f amily necessity (landline).
BSNL banks on its near monopoly in landlines acr oss India and communicatesas largest telecommunication network in India.
Tag lines ± Connecting India, BSNL Best Hai Mere Liye, Apno ko Apno se Jode,
BSNL has higher market share in Rural areas as compared to its market sharein Urban areas.
BSNL ads do not diff erentiate by rural and urban population (at least in NationalChannels)
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 25/37
Summary of TVC campaign
Tata Tata (Mainly Tata Indicom) has high market share in CDMA market (35.41%). Ithas launched its GSM services under virgin mobile brand name.
Lowest advertiser on TV behind other players like Bharti, Vodafone Reliance,(14% of total telecom TVCs).
Among Tata subscribers 6.46% are in rural areas. This is lowest pr oportion
among key players.
Gr owth rate in number of subscribers has been the lower among key players.
Latest TVC campaign has Tagline ± Suno DIl ki Awaz. Tata Indicom is trying to position its services to be the one for successf ul people. Asociation sith success.
Prior campaign had tagline ± Switch to Tata Indicom and Experience thediff erence´. Main basis was pr o jected to be better connectivity. Doesn't seems to
be a real diff erentiator
BSNL ads do not diff erentiate by rural and urban population (at least in NationalChannels)
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 26/37
Summary of TVC campaign
TATA Indicom XXXXXXX
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 27/37
Advertisement Campaigns of K ey
Companies eliance1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5
1 2 3 4 5
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 28/37
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 29/37
Advertisement Campaigns of K ey
Companies Vodafone
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 30/37
Advertisement Campaigns of K ey
Companies Vodafone3
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 31/37
Advertisement Campaigns of K ey
Companies Vodafone4
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 32/37
Advertisement Campaigns of K ey
Companies Company 3 XXXXXXX
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 33/37
Comparative Assessment of
Advertisement Campaigns XXXXXXXX
XXXXXX
XXXXXXX
XXXXXXXXX
XXXXXXXXXXXXX
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 34/37
Comparative Assessment of
Advertisement Campaigns XXXXXXXX
XXXXXX
XXXXXXX
XXXXXXXXX
XXXXXXXXXXXXX
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 35/37
Recommendations Company 1
XXXXXXXXX
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 36/37
Recommendations Company
XXXXXXXXX
8/4/2019 Assessment of Advertising Message in Indian Telecom Market
http://slidepdf.com/reader/full/assessment-of-advertising-message-in-indian-telecom-market 37/37