Branding: Lifetel

8/14/2019 Branding: Lifetel

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Introduction To A Mobile Phone Company

LifeTel

Today, only the product is not the problem solver, the service also plays an important roleto solve the peoples problem. In this age, most of the people are seeking after the sales

service. So in every place, in every time, in everywhere the people are accompanied withservice. Thus why we cannot but thinking without service. Where, Services are the

activities of benefits offered for sale that are essentially intangible and do not result in the

ownership of anything. Services have grown dramatically in recent years. Services aregrowing even faster in the world economy, making up a quarter of the value of all

international trade.

Name of the Service

Though Bangladesh is a developing country, the people of Bangladesh are very much

passionate to communicate. As some people abuse a mobile phone, there are many

people who use it for various important tasks (i.e. business, personal, political, social and

cultural etc). Therefore, the usage of mobile phone is increasing day by day. People of

different ages, income, geographical distribution, and life style or personality mobile

phone is a very convenience to all aspect at every moment, and common medium for

communication for people in Bangladesh. Therefore, it is a great opportunity to do well

business in telecommunication industry. In addition, that is why we are thinking of

introducing a new mobile phone company.

Brand Name of Our Service

The term Brand implies the name, sign, term, symbol, design or any combination of

them intended to identify the goods and services of one seller or group of seller and to

differentiate than those of competitors. Our services brand name of our mobile phone

company is LifeTel. The brand name of our mobile phone company LifeTel is for the

reason that it is very much easy to pronounce, easy for awarding the people.

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LifeTel

Building a Successful Brand

To build a successful brand, we have to follow the following four steps:

1. Brand Identity

2. Brand Meaning

3. Brand Response

4. Brand Relationship

Brand Identity

Brand Identity ensures the identification of the brand with customers and an association

of the brand and customers mind with a specific product class or customer need. Brand

identity answers the question of who are you?

Brand Meaning

Brand Meaning firmly establishes the totality of brand meaning in the minds of

customers by strategically linking a host of tangible and intangible of brand association

with certain properties. It answers the question of what are you?

Brand Response

Brand Response elicits the proper customer responses to this brand identification and

brand meaning. It answers the question of what about you and what do I think or feel

about you?

Brand Relationship

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LifeTel

Brand Relationship converts brand response to create and intense, active loyalty

relationship between the customers and brand. It answers the question of what about you

and me and what kind of association and how much of a connection would I like to have

with you?

Brand Building Blocks

Performing the four steps to create the right brand identity, brand meaning, brand

responses and brand relationship is a complicated and difficult process. To provide some

structure, it is useful to think of sequentially establishing six Brand Building Blockswith customers. To connote the sequencing involved, these brand building blocks can be

assembled in terms of a brand pyramid. There fore, the customer based brand equity

pyramid can be shown in the next page:

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LifeTel

Figure: Brand Building Blocks

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Reso

na

nc

e

Judgments

Feelings

Performance Imagery

Salience

3.

Response

4.Relationship

2.

Meaning

1.

Identity


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LifeTel

Subdimensions of Brand Building Blocks

But achieving the right brand identity involves creating brand salience with customers .

Brand salience relates to aspects of the awareness of the brand. Where brand awareness

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LoyaltyAttachmentCommunityEngagement

Quality FunCredibility Excitement

Superiority Warmth

Consideration Security

Self-respect

Social-

approval

Price User Profile

Primary characteristics & Purchase & usage

situationsSecondary features personality &

values

Product reliability, durability & History, heritage &

experience

Service ability.

Service effectiveness & serviceEfficiency, style & design

Category Identification

Needs satisfied


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Product Class Information

Lowest

Product Type Information

Brand Information

Product Category Information

Highest

LifeTel

refers to the customers ability to recall and recognize the brand, as reflected by their

ability to identify the brand under different conditions. To build brand awareness it is also

helping customers to understand the product or service category in which the brand

competes. There must be clear links regarding what product or services are sold under the

brand name. at a broader, more abstract level, however, brand awareness

also means making sure that customers know which of their needs the brand-through

this products-is designed to satisfy.

Therefore, there must be a product class at first not to only inform about the name of the

brand name. A customer must be aware of the category, types and the class of a brand

name. we can show the relationship between the product class and the brand name as

follows:

Figure: Product Category Structure

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Communication

NonverbalVerbal

Face to FaceTele PhoneMobile Phone

Life Tel

Mission of the LifeTel

LifeTel

Now we can show our brand name with the following diagram:

Figure: Product Category Structure with the Brand Name

Therefore, we can say that the brand name is not only the core factor for selling the

products or services, but also it also be needed for the product class and variety, category

with different types of the products or services also.

To deliver innovative, customer focused products and to be the benchmark for customer

service excellence, the company will gain all of its objectives and goals.

Vision of the LifeTel

To survive the best-quality service including high network, easy collection etc. we will be

the great service provider.

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Billing

andit

Salesand

Marketing

FinanceCorporate

affairs

Strategic

Planning

Human

Resource

Life

Tel

CustomerCare

Engineering

LifeTel

Functional Department

Our service company, LifeTel will have the following functional departments. And it will

serve the every functions within this department. As we are the new company in this

competitors market, we try to serve the people best in the existing market. So each and

every single work or function will be the best-suited function for each of the customers.

Figure: Functional Department of LifeTel

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LifeTel

Segmentation of our Mobile Phone Company

Segmentation of a product or service is very much important to position a market. So to

position a market, it is needed to segment a market at first. We can segment our service

mobile phone according:

Geographic Segmentation

At first if we want to segment the market on the basis of the geographic angle we start its

service from the capital of Bangladesh Dhaka city. Then it will be extended its

coverage area into Jessore, Sylhet, Chittagong, Khulna etc and gradually all of the

districts of our country.

At first, we increase or create the stations all over the country and it will cover all of the

district towns including all six divisional headquarters.The work relating to core network

up gradation was completed.

But we are going to all of the regions in the Dhaka City at first. Among Dhaka District

the regional area will be Narayangonj, Dhaka city, Savar, Gulshan, Banani etc will be the

priority base.

Under this region the area will be within this region. For example within the Dhaka City

the area will be the Dhaka University area, Mali Bhag area, Lal Bhag area, Farmghet area

etc.

Demographic Segmentation

We can also segment our consumer market into different types of income along with the

age of an individual. Among the consumers of geographic segmented consumer market, it

is very necessary to consider the demographic segmentation. As mobile company is a

factor of cost, so based on this purpose we will consider income segmentation along with

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LifeTel

age segment, as income also differs from age to age. For this, we are now targeting the

following group of customers related to different products:

Age Group Income (Tk./month) Category offered

Under 20 2,000-4,000 M2M (with out TNTincoming)

20-30 4,000-10,000ISD (with TNT

incoming)

30-40 10,000-25,000ISD (with TNT

Incoming)

40 & above 25,000 & aboveISD (with TNT

Incoming)

Psychographic Segmentation

It is also very important to the user of the mobile phone. As to segment the cellular phone

consumers psychographic segmentation, it plays the most important role.

Psychographics segmentation divides consumers into different segments based on social

class, life style or personality. It is very important to design the products and services of

mobile company according to the consumers psychographic factors.

Comment

All these segments dictate the persons need of different kind of phone sets, sometimes

phone lines as well. While ordering phone sets this factors must be considered.

From this segmentation process, we can say that it is very much effective to each of the

consumer. Therefore, we think it will be the good segmentation process for our mobile

company Life Link.

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LifeTel

Target Market

Many men many minds and it is in all around the world. Therefore, the Organization

that sells its product to consumer and business markets are not all the same. In this case,

the company cannot appeal to all buyers in those markets or at least not to all buyers in

the same way. On the other hand, not the all company influences the buyers too. They are

very much different from their numerous, widely scattered characteristics, and too varied

in their needs and buying practices.

Market segmentation reveals the firms market segments opportunity. The firm now has

to evaluate various segments and decides how many and which ones to target.

The company, LIve Link at first, targets all the people of Dhaka City. And these

people will be from teenager to any age group: from lower-middle class to upper-upper;

regardless to race, religion, gender literacy level, life style or personality any and every

single person who is in need of a telephone line backed with affordability spend the

expense of possessing a mobile phone is their target market.

We, the company, Life Link will make two types of customization phone lines along witha set with different prices for each of the segments.

Evaluations

In evaluating different market segments, a firm must look at three factors: Segment size

and growth, Segment structural attractiveness and Companys objectives and resource.

For evaluating each of the segmentation process, we can follow the following criteria:

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Types of Level of Evaluation

Segmentation Segmentation Segment Size

(% of

Population)

Segment Structural

Attractiveness

Companys

Objectives &

Resource

Geographic

Dhaka City 20% Easy to survive

Possibility for high

return

Large population.

Easy to place

network.

Customer

satisfaction at a

high profit.

Large sales

people.

Chittagong

City

5% Possibility to high

return

Greater profitable

customer

Customer

satisfaction at a

high profit

Jessore City 7% Possibility to high

return

Customer

satisfaction at a

high profit

Types of Level of EvaluationSegmentation Segmentation Segment Size

(% of

Population)

Segment Structural

Attractiveness

Companys

Objectives &

Resource

Demographic

Under 20 2%

Easy to survive

Possibility for high

return

Large population.

Easy to place

network.

People are pricesensitive

Customersatisfaction at a

high profit.

Large sales

people.

Capable to

provide better

customer

service and

excellent

networkingsystem

20-30 10%

30-40 5%40 & above 2%

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LifeTel

Selecting Target Market Segments

After evaluating different segments, the company must now decide which and how many

segments it will target. Target market consist s of a set of buyers who share common

needs of characteristics that the company decides to serve. So according to the

segmentation of geographic, we can select the Dhaka City at first. In addition, if we

choose the demographical segmentation then we can choose the 20-30 ages people.

A company can follow the following three types of strategies:

1. Undifferentiated Marketing

2. Differentiated Marketing

3. Concentrated Marketing

Undifferentiated Marketing

A market coverage strategy in which a firm decides to ignore market segment differences

and go after the whole market with one offer. It also called mass marketing. It focuses on

what is common in the needs of consumers rather than on what is different.

Differentiated Marketing

A market coverage strategy in which a firm decides to target several market segments

and designs separate offers for each. It is also called segmented marketing.

According to this segment, a company can hope for higher sales and a stronger position

within each market segment. Developing a stronger position within several segments

create more total sales than undifferentiated marketing across all segments.

Concentrated Marketing

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Super Connection (Pre-paid)

Heavy Users (Business Person)

Business Purpose (Public Calling)

Packages

Market Positioning

LifeTel

A market coverage strategy in which a firm goes after a large share of one or a few

segments or niches. It is also called Niche Marketing. It is specially appealing when

companys resources are limited. It is such type of strategy by which it is only possible to

attract one or few competitors.

Choosing the target marketing strategy

When a company chooses a target marketing strategy, they have to consider their

companys resources and the product or service available. Since we have a lot of

resources and thus why we select the differentiated marketing strategy to capture the

target market easily. The figure for the chosen target market in the next page:

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Target Market

Simple Connection (Pre-paid)

Student, Bachelor, Middle Class, UpperMiddle Class, Urban or Suburban


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LifeTel

After the company has decided which market segment to enter with which product, it must decide

what positions it want to occupy a clear distinctive and desirable place relative to competing

products in the mind of target customers. The companys entire marketing program should

support the chosen positioning strategy.

Since if a product is perceived to be exactly like another product on the market, consumers would

have no reason to buy it, LifeTel brings special features on the product as well as significant

various services that positioned the products in the target segments. As we are the new company,

we brings some offer for the peoples attention:

Tk. 3,600.00 Tk. 3,200.00 Tk. 4,999.00 Tk. 3,499.00 Tk. 2,999.00 Tk. 7,999.00

LifeTel offers the above sets along with the sim card and 2 pre-paid cards (Tk. 1,000.00) are free.

LifeTel also provides a life long time incoming for the customers who selected the Tk. 500.00

talk time.

LifeTel Pre-paid Packages

Like many others company in Bangladesh, we also provide two types of pre-paid packages; they

are:

- You don't have to pay monthly line rent

- Don't need to deposit money for any special service (e.g. NWD/ISD)

- Don't have to wait in long queue to pay mobile bill

- You have to recharge your account before you can use it

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LifeTel

- Recharge period expires after a set time

Therefore, if your expected mobile usage and expenses are low (generally less than Tk. 1,000.00)

and you want to control of mobile expenses, then prepaid package is right for you. Many of our

customers also associate prepaid with simplicity, transparency and predictability.

Our pre-paid packages includes the following facilities:

There are 3 DR (Dear Number) for any connections

To active your connection, please dial 0003

2 years handset warranty and guarantee

It is a mobile 2 mobile connection

Your Aalaap (7 am 10 am) for any mobile at Tk. 2.00/per minute

Rate/Minute1 Peak

( 7 am - 6 pm)

Off Peak

( 6 pm - 10 pm)

Super Off Peak

( 10 pm - 7 am)

Outgoing LifeTel 2 LifeTel 2.00 Taka 1.50 Taka 1.00 Taka

To any mobile 4.00 Taka 3.00 Taka 1.50 Taka

Dear Number 0.50 Taka 0.50 Taka 0.50 Taka

Incoming From Any Mobile Free

Pulse 05 secondSMS Outgoing 1 Taka1VAT applicable

Pre-paid Cards

LifeTel offers the following pre-paid cards. And each card will be different time of

validation; they are as follows:

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LifeTel

1. 30 days for Tk. 50.00

2. 3 months for Tk. 100.00

3. 6 months for Tk. 200.00

4. Life Time incoming for Tk. 500.00

Visiting Card

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LifeTel

LifeTel offers a visiting by which the subscriber can go anywhere where the company

arranges a tour or ceremony. It offers the subscriber at least 30% discounts.

Guidelines for LifeTels Benefits

1. News:

i. Bangle : Call-2468

ii. English: Call-3579

2. Sports News: Send SMS to 0001

3. Help Line: 012

Simple Connection

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LifeTel

Simple connection is for only mobile to mobile connection.

Super Connection

Mobile to mobile with T&T incoming

First two minutes incoming free. And then for after per minute the charge will be Tk.

1.50.

15% VAT is applicable on the total bill.

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Sales Letter

LifeTel

Dear Customer

We, the company, NEXUS is greatly delighted to announce you that we are coming tothe market with a brand LifeTel which is totally different from the others existing

mobile company.

LifeTel offer you some special benefits which is different; Life time incoming, full

network coverage, low call rate, services at your home and a mobile set offer along with

our mobile sim at a very much low price which will satisfy you at a larger.

Our mission statement is The Passion of Life

You will get some special benefits for our features as-high satisfaction performance, can

feel comfort because of no difficulties in network coverage and can own a mobile set

along with a sim card only for a few time with both guarantee and warranty. We willalways be with you every time. Please accept our cordial thanks. We look forward to

continuing to serve your needs in the future.

Sincerely,

Sales Manager

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Director

Sales Manager

Regional Sales Manager

Sales Executive

Area Sales Manager

Sales Executive

Organizational Chart of our Mobile Phone

LifeTel

LifeTel

Comment

We, the company, LifeTel want to capture all the market with penetration pricing system.

Moreover, it will be positioning its product for a long time.

Every organization follows a hierarchy system in their organization. And they perform

their functions according to the hierarchy system. We the organization LifeTel alsofollow a hierarchy system and we perform our each and every task accordingly. The

hierarchy of our mobile company is like the following page:

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Sales People Sales People

Recruitment Criteria

Number of Sales People

LifeTel

How many people we are in consider under our organization will be alike the following.

We believe that the people are in interested to achieve a goal, have an ability to work in

the team, and can do something different from the others can be an employee of our

organization. We also believe that the people who have the ability to create something

new and are customer-oriented who can listen and anticipate their customers needs. The

candidate also will be action oriented and self-starter.

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Dignity Number

Director 01

Sales Manager 07

Sales Executive Officer 06

Sales People 80

Total Number of Sales Staff = 94


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LifeTel

Recruitment Criteria

SL No Position Criteria

01 Sales Manager a. The incumbent must have BBA/MBA

degree in Marketing

b. Leadership skill

c. Communication skill

d. Fluency in English

e. Computer Literacy

f. At least 5-years experience in relevant field

will be given preference.

g. Able to analyze sales trend and accordingly

suggest for better selling and sales

promotional plan.02 Sales Executive a. The incumbent must have BBA/MBA

degree in Marketing

b. Able to work independently with minimum

supervision.

c. Must be computer literate.

d. At least 3-years in relevant field.

e. Fluency in English

03 Sales People a. The incumbent must have B.Com or any

Graduation degree.

b. 1-2 years working experience in relevant

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Power of Sales Force

LifeTel

field

c. Must be customer service skill

d. Must be interested to work anywhere

Entry-Level Remuneration Package

We, the Live Link Company offers the employee the following benefits or entry level

packages:

We believe that the employee of our organization will be entrepreneur of an individual

sector. We provide an excellent working environment along with entertainment. So we

think these will help each employee to perform a best result.

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Remuneration Package

Basic Salary

Sales Commission

Annual Bonus

Performance Bonus

Occasional Bonus

Target Bonus

Health & Care Allowance

Tiffin Allowance

Conveyance Allowance

Leave

Mobile Phone


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Job Description of Sales Department

Resources Provided To Employees

LifeTel

Every sales force can express their sales opinion independently

For an illegal activities, the sales force can oppose it

The expertise sales people can present in any organizational meeting

They can take any decision in sales supporting activities to promote customerwhich can not violate the companys image

The regional office

Telecommunication: Telephone, Mobile, Fax, Computers etc

Official Furniture

Air Conditioned Room

Safety place in which the regional office is stood

File Cabinet

Proper supply of water, electricity

Duties and Responsibilities of a Sales Manager

Sales manager, more or less, are responsible for the following duties:

Represents the company as a whole

Responsible for achieving the sales and revenue target

Selects, develops and leads the commercial team in the region

Develop a strong retail and distribution channel

Motivate & generate distributors to facilitate the packages and other things

related to cellular service

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LifeTel

Generate idea from customers, retailers, and distributors about new product

and service idea.

Responsible for value added service.

Assume responsibilities for products sales success and failure.

Duties and Responsibilities of A Sales Executive

Provides operational support to Sales manager

Collects and analyzes market information

Helps develop and executes distribution strategy

Co-ordinates closely between sales, marketing and finance

Monitors projects success and suggests improvements

Duties and Responsibilities of A Regional Sales Manager

Responsible for achieving the sales target

Responsible for development and expansion of retail and distribution channel

Arrange to provide regular performance feedback to the sales executive

Evaluates sales peoples performance by providing guidance for continuous

improvement on strength and weakness.

Duties and Responsibilities of A Sales People

Responsible for achieving the daily sales target

To make a long-term relationship with the customer

Collect market information and provides to the regional sales manager.

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Employee Training

LifeTel

Training is an important factor to success in the competitive market. And thus why weprovide the effective training to the employees. There are training:

1. On the job training

2. Off the job training

On-the-Job Training

On-the-job training places the employees in actual work situations and makes them

appear to be immediately productive. It is learning by doing. On-the-job training is given

by the following way:

1. Preparing the trainees be telling them about the job and overcoming their

uncertainties.

2. Presenting the instruction, giving essential information in a clear manner.

3. having the trainees try out the job to demonstrate their understanding

4. Placing the workers in the job, on their own, with a designated resource person to

call upon should they need assistance.

Off-the-Job Training

Off-the-job training is given to the employees out of their working hours. It can be given

by the following ways:

1. Videos-Films

2. Computer-Based Training

3. Vestibule Training

4. Programmed Instruction

Training Durations:

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Comment on Overall Sales Strategy

Support Services

Technological Resources

LifeTel

Usually the training durations is for 3 hours to 2 or 3 days within the company. But if we

think that it is not enough for the employee then we can send employees to professional

training institutes or hire training personnel. The training can be 4-5 times a month or a

year. It will be totally depends on our willingness and ability of our company.

To provide cellular service it requires enormous amount and kinds of technological

equipment and resources as well as support. We, the company of Life Link is using GSM

technology for networking system. Because in this competitive age, the network is most

succession factor.

Our company will have a customer service centre to provide the solutions of any kind of

problems. This centre will open 24/7 per week. Any kind problems the customer face,

they can inform to the employees of this centre or they can come to the centre to solve

their problems.

We are in well position in the competitive market for the following reasons:

Better customers service

Ease to operate system

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Packaging

LifeTel

Advertising is attractive

Low cost call in different times

High network coverage

5-second pulse in every minutes in any time

Free customer care service

Figure: Package of LifeTel

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Advertising

LifeTel

Figure: (A) Billboard of LifeTel

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LifeTel

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LifeTel

Sales

xecutive

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