MIO PLAN MARKETING ANALYSIS

DONE BY: NACHAMAIZI JIANYI JINHSIAO YUHASYIMAH

SingNet BroadBand

SingTel Fixed Line

SingTel Mobile

Target Market Strategy Families SingTel users using separate plans

Non-SingTel Users

PRODUCT

Core

Actual

Augmented

Fixed Line Mobile Broadband

For the Basic User For the Savvy User For the Busy Executive

Levels of Product

Mio Plan

TT05- Principles of Marketing Project

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

Core

Actual

Augmented

Fixed Line Mobile Broadband

For the Basic User For the Savvy User For the Busy Executive

Levels of Product

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

VS

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 channels1.SingtelDealer (small Shops) Consumer2.SingtelExclusive Retailer Consumer

Direct marketing channels3.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 cost2) Bigger margin returns

Analysis…

• Within parameters near MRT station Convenience Factor

• Snatch market share• Made Services available for potential

customersShoppersDirect Walk in customers

Store layoutPayment Counter

Cust

omer

s Se

rvic

e co

unte

r

Customers Service

counter

Handphone display

Latest promotion poster

Phone Dummies

Information

Counter

Entrance

Evaluation(Advantage)• Red & Black Shop Theme color

To create image in customers mind

• Plays lively music to create ambienceCreate 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 CatalogCustomer understand about

product at one glance

• Online submissionConvenience 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 RelationsCollaborates 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_f3b5057dc3.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://financial-horizons.org/asian_family_on_computer.jpg

Citations•http://www.appxolute.com/ax/images/logo_starhub.png•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=2837&cid=18&pg=14•http://www.hardwarezone.com/articles/view.php?id=2936&cid=18&pg=16

Citations

•http://www.hardwarezone.com/articles/view.php?id=2592&cid=18&pg=12•http://farm4.static.flickr.com/3144/2427161661_b1dbea394f.jpg?v=0•http://www.lyngsat-logo.com/hires/ss/singtel.png•http://www.trexi.com.sg/pics/3corporate/starhub_green.gif•http://home.singtel.com/mio/i/mp_about_imgb.jpg•http://www.hardwarezone.com/articles/view.php?id=2936&cid=18&pg=16

Citations

•http://www.ci.yuma.az.us/Images/General/ss-10720051-piggyBank.jpg•http://home.singtel.com/mio/mio_home.html •http://en.wikipedia.org/wiki/Singtel•http://files.lesterchan.net/photos/singtel/hello_jp2/outside_view.jpg•http://www.moblog.com.sg/blog/paulcsc/img/51998736-931A-4291-8B3E-48471256CBD5/DSC06228.jpg