Sunday communication

Topics: Mobile phone, Value added, Brand Pages: 2 (518 words) Published: November 2, 2013
Problem statement:
To come up with a strategy to increase Sunday’s revenue

Options:
1. Shifting branding strategy to service strategy: introducing different service plans for different target market e.g corporate plans, youth plans, night plans, STD plans etc, can Leverage on 3G services. 2. Adopt integrated marketing strategy like other competitors 3. Create Ad campaigns touching upon social issues . (e.g Like IDEA does in INDIA). 4. Offer handsets (which are good in appearance) on discounted price with customized service plans. Criteria for evaluation:

1. Cost involved/investment required
2. Effect on brand value
3. Competition

Shifting branding strategy to service-oriented strategy.
1. Cost is involved in market research, in revising tariffs, innovative service plans (per second billing), diversification of services training its customer executives for better customer support, diversification of services. Cost of investment on 3G services is also high. 2. Since Sunday is already a popular brand because of its wacky marketing strategy, focusing on providing innovative and better services to the customer will be an added advantage. 3. There is a fierce competition in the market, innovation in the services is one thing that keep Sunday ahead of others Action Plan

1. Devise various customized plans ,corporate plan, youth plan, STD, roaming, night, friendship plans, monthly and weekly data plans etc. 2. Leverage on 3G services
3. Introduce per second billing
4. Focus on providing better customer support services
4. Concentrate more on value added service such as vernacular SMS (in 9 languages), games on the mobile, a large covered area for pre-paid roaming, and so on 5. Diversify in broadband services, DTH, Voice over internet protocol 6. investment cost for better services through We have started offering low-denomination packs to get consumers who are at the bottom of the pyramid. We launched offerings like worry-free plan, usage...
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