MIO PLAN MARKETING ANALYSIS DONE BY: NACHAMAI ZI JIAN YI JIN HSIAO YU HASYIMAH

1. MIO PLAN MARKETING ANALYSIS DONE BY: NACHAMAI ZI JIAN YI JIN HSIAO YU HASYIMAH

2. SingNet BroadBand SingTel Fixed Line SingTel Mobile

3. Target Market Strategy • Families • SingTel users using separate plans • Non-SingTel Users

4. PRODUCT

5. Levels of Product Augmented • For the Basic User • For the Savvy User • For the Busy Executive Actual Core • Fixed Line • Mobile • Broadband

6. Mio Plan TT05- Principles of Marketing Project

7. Levels of Product Augmented • For the Basic User • For the Savvy User • For the Busy Executive Actual Core • Fixed Line • Mobile • Broadband

8. Augmented Product • Customize Your Plan! • Exclusive Discounts on Mio TV! • Attractive Discounts on Supplementary Lines! • Annual Handset Upgrade • Dedicated Mio Hotline • Consolidated Billing

9. Pricing

10. 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

11. 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.

12. Marketing Conditions • Oligopolistic Competition • Few competitors • Price adjustments  Stay competitive • Difficult for new competitors to enter the market VS

13. 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

14. PLACE

15. Multi Distribution Channels • Indirect marketing channels 1.SingtelDealer (small Shops) Consumer 2.SingtelExclusive Retailer Consumer • Direct marketing channels 3.SingtelConsumer

16. hello! STORE • West- 2 shops • North-2 shops • East-3 shops • Central- 4 shops

17. SingTel Exclusive retailers • Central -22 shops • West-16 shops • North -26 shops • East -31 shops

18. 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)

19. 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 cost 2) Bigger margin returns

20. Analysis… • Within parameters near MRT station • Convenience Factor • Snatch market share • Made Services available for potential customers • Shoppers • Direct Walk in customers

22. Store layout Payment Counter Customers Service counter Phone Dummies CustomersService counter Latest promotion poster Information Counter Handphone display Entrance

23. Evaluation(Advantage) • Red & Black Shop Theme color • To create image in customers mind • Plays lively music to create ambience • Create lively ambience to enhance shopping experience. • Strategic standing position • Shop Location within parameters of MRT station • Interactive Kiosk • Attract Attention

24. Online store

25. 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

26. Analysis • Products displayed in Catalog • Customer understand about product at one glance • Online submission • Convenience for plan subscription

27. Trade Fairs participated • IT Show • PC show • Great Singapore Sale- Road Shows • COMEX • SITEX

28. 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.

29. PROMOTION

30. 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

31. 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

32. 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

33. 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

34. Public Relations • Collaborates 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

35. Formula 1 SingTel Singapore Grand Prix • Reach customers and non-customers • Good image • Favourable publicity • Benefit in long-run

36. Direct Marketing • Online marketinghttp://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

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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