What does a comprehnsive marketing plan for a mobile service provider relaunch inculde? (should cover the 4Ps)
My business is divided into 3 major categories, Prepaid, Postpaid and VAS. Currently i am on TDMA and wish to upgrade to CDMA 2000 1x EVDO. The emerging market is Pakistan whcih is a predominantly prepaid market (95% of subs are prepaid). VAS is going to be a major revenue driver and area of focus in this regard. I am looking for how to prepare a comprehensive marketing plan
There are 3 important C’s to win in mobile market – Coverage / Cost / Content.
Emerging markets like urs are more of rural markets- hence coverage takes priority.
Then comes cost- to reach to the millions. Benchmark vis-a-vis other per capita income & spends, rather than on regular pricing strategies. Look at China/ India for pricing models since they are similar markets.
Content(VAS) & service come later- helps in good brand imagery.
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