Scribd Logo
Încărcați

Bine ați venit la Scribd!

  • Promotional Strategy For Value Added Services (VAS)

    Încărcat de

    Sourabh Mittal
    363 vizualizări14 pagini
    This document outlines a promotional strategy for value-added services (VAS). It involves three main stages: 1. Customer segmentation identified three segments - low, moderate, and heavy VAS users - and their preferred promotional channels like TV, online ads, and retailers. 2. Identifying consumer behavior factors through a survey to understand motivations, beliefs, attitudes, and personality traits influencing VAS usage. 3. Creation of targeted marketing communications for each segment, promoting preferred VAS products based on the consumer behavior analysis. The strategy aims to effectively promote VAS adoption through segmented messaging.

    Descriere originală:

    Titlu original

    VAS

    Drepturi de autor

    © Attribution Non-Commercial (BY-NC)

    Formate disponibile

    PPT, PDF, TXT sau citiți online pe Scribd

    Vi se pare util acest document?

    Este necorespunzător acest conținut?

    Raportați acest document
    This document outlines a promotional strategy for value-added services (VAS). It involves three main stages: 1. Customer segmentation identified three segments - low, moderate, and heavy VAS users - and their preferred promotional channels like TV, online ads, and retailers. 2. Identifying consumer behavior factors through a survey to understand motivations, beliefs, attitudes, and personality traits influencing VAS usage. 3. Creation of targeted marketing communications for each segment, promoting preferred VAS products based on the consumer behavior analysis. The strategy aims to effectively promote VAS adoption through segmented messaging.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    363 vizualizări14 pagini

    Promotional Strategy For Value Added Services (VAS)

    Încărcat de

    Sourabh Mittal
    This document outlines a promotional strategy for value-added services (VAS). It involves three main stages: 1. Customer segmentation identified three segments - low, moderate, and heavy VAS users - and their preferred promotional channels like TV, online ads, and retailers. 2. Identifying consumer behavior factors through a survey to understand motivations, beliefs, attitudes, and personality traits influencing VAS usage. 3. Creation of targeted marketing communications for each segment, promoting preferred VAS products based on the consumer behavior analysis. The strategy aims to effectively promote VAS adoption through segmented messaging.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 14

    Promotional Strategy for Value Added Services (VAS)

    Introduction
    Objective To create communication message for VAS

    Statement of Purpose

    Customer Segmentation for VAS Identifying preferred VAS products Developing effective communication for promotion

    Deliverables

    VAS customer segments VAS combo products VAS promotion strategies

    Stages involved

    Customer Segmentation

    Identifying various factors that influence consumer behavior

    Creating effective communication for the identified segment using the various factors identified

    Stage 1: Segmentation

    Segments Identified
    1 Low VAS usage Low expenditure on VAS Depends on retailers for VAS related information Mainly consists of students
    Moderate VAS usage Low-Moderate expenditure on VAS Influenced by TV ads, newspaper ads and online campaigns Mainly consists of students Heavy VAS usage Heavy spenders on VAS and mobile usage Influenced mainly by TV and online ads Mainly consists of working professionals

    Rating of Promotional Channels


    Channel Average Ranking (1: Best, 5:Worst)

    TV advertisements

    2.22

    Newspapers & Magazine Advertisements

    2.75

    Online Advertisements

    2.8

    Posters & Banners

    3.44

    Direct selling by Retailers

    3.62

    VAS usage & awareness level


    I have used this feature I am planning to use this feature I am aware of this feature but have not used it nor planning to I am not aware of this feature

    SMS Wallpaper Download

    97.83 % 26.81 %

    .72 % 7.25 %

    1.45 % 63.77 % 2.17 %

    Music Download Video Download Social Networking News Updates Ticket Booking Financial Transaction

    26.81 % 5.07 % 63.04 % 40.58 % 20.29 % 21.01 %

    9.42 % 60.14 % 20.29 % 28.99 % 43.48 % 42.03 %

    63.04 % 31.16 % 16.67 % 30.43 % 32.61 % 34.06 %

    0.72 % 3.62 %

    3.62 % 2.90 %

    Healthcare Information

    10.14 %

    28.99 %

    47.10 %

    13.77 %

    Stage 2: Identifying various factors that influence consumer behavior

    Methodology
    Prepare questionnaire

    Conduct Survey

    Identify the various consumer behavior factors

    Sample Description
    Demographics Location

    Students Working Professionals (2535 years) Working Professionals (3550 years ) Working Professionals (>50 years)

    Kharagpur Kolkata

    Factors Influencing Consumer Behavior that will be studied

    Motivation Needs Goals

    Beliefs Type A (Primitive) Type B (Primitive) Type C (Authority) Type D (Peripherals) Type E (Inconsequential)

    Attitude Towards present operators Towards other operators Towards VAS

    Personality Traits Need for Cognition Self Monitoring

    Stage 3: Creation of marketing communication

    Preparation of the communication message


    Preferred VAS products

    Segments

    Identified consumer behavior factors


    Marketing Communication

    Thank You!!

    S-ar putea să vă placă și