Marketing Strategies for Cell C Essay

It has been argued that strategic selling planning can be viewed as the dissolving agent to multitudinous issues which face modern management (Haris, 1996). Indeed, it is often contended that the process of strategic food commercialiseing planning is crucial since planning determines what must be do in the approaching whilst giving an opportunity to test what has been achieved against the framework of the animate plan. However, it is univers wholey acknowledged that not only is planning far from childly but also that few organizations plan well (Piercy, 1997).As stall C, we show using our marketing plan as a drive representation map, to plan our course and help us reach our goals/destination. Typically a marketing plan should consist of in normalation about the company and its products or swear outs, marketing activities, objectives and strategies, and its method for measuring success. It should also pose a designated beat period (i.e. 6 ? 12 months) and maven should d ocument the costs of the be later on marketing activities. (after D.K Schofield ? De-mystifying commercialiseing plans)MISSIONA company must lease to the future not only first but also for less. (HBR G. Hamel & C.K. Prahald) As Cell C is the third mobile operator in southernmost Africa, this poses a tough challenge, but we conceptualise were up for it, and we intend being First on innovation and Customer Service. Our goal is militant innovation not combative imitation (adapted from STRATEGIC INTENT ? C.K. Prahalad &G. Hamel)The marketing strategies for Cell C ar focused on meeting the need of our future nodes, and keeping them met. We plan to achieve this through the provision of military personnel class service and innovative products at competitive prices.MARKETING OBJECTIVESTo acquire (win over) 15 ? 20 % of existing mobile phone phone users.To attract spick-and-span users from all spheres, in particular the under serviced areas i.e. rural and semi-urban communities .To create a visible profile through an explosive branding campaign.BUY cell CTo be able to supply customers the option of a 1 year contract, and still make a profit. (presently the two players in the market only offer 2 year contracts)FINANCIAL OBJECTIVESHaving seen that over the foregone year our competitors, Vodacom and MTN have attained returns on capital invested of 41 % and 27 % respectively, we pull up stakes be aiming for a return of 20 %.MARKETING rippleWe believe that in order to put even a dainty dent in the marked we need to be aggressive in our marketing attack. we can proceed with the implementation of our aggressive cellular profits rollout, paving the way for us to bring on innovative new competitive service and product packages designed to further expand mobile phone to the mass market. T. Laham Cell CCEOOur intention is to use a combine of marketing sentiments in order to have the best impact i.e. crossing concept, production concept and the market con cept.Product conceptTo be in a position to offer cell phones and contracts that are in high-pitched demand but at the lowest possible price.Production conceptTo be able to offer unique products and offer the best eccentric and performance (on the 1800 Mhz spectrum.)We bequeath find out what it is the customer wants and tick that we give it to them in that way we will ensure customer satisfaction.Market conceptCustomer orientation ? The key to customer retention is customer satisfaction. We subscribe to the belief that perceived benefits go beyond product performance, to service quality, company image, sales service and relationships. (after A. Arbee & K. Naidu, Marketing Management)Collaboration ? We believe that it is the ordinance of all employees of Cell C to undertake in the marketing of the company, after all if the marketing exercise fails Cell C fails.Competitive proceeds ? We are planning to build the reputations of and maintain successful brands, in this way ensure cu stomers confidence in the brands ensuring repurchases.PRODUCTS AND SERVICESWe will offer all the products our competitors offer but at a much competitive price.We will offer a 1 year contract to subscribers as argue to the two year contracts offered by our competitors. (This will be accompanied by a free Siemens phone to the value of +/- R600)We will introduce a wristwatch phone (assuming that the technology is available) ? this will be marketed to children as well as in industry. The watch / phone will have two goings, an answer key and a Hang up key, these will double up as pre-programmed dial buttons. (maximum of two numbers pre-programmed into the watch) I.e. a child needing to call mom to fetch them will push the pre-programmed button and this will automatically dial mom. Companies could avoid those private call cell phone bills and stillkeep in touch with their drivers for instance.We will offer better connectivity and speed for data connection on the 1800 Mhz spectrum.COMP ETITORSWe believe it to be of utmost important to be aware of what our competition has done, and are planning to do. Not only do we have to match what theyre doing but we have to do it that much better and faster.MTN OverviewMTN ranks as one of the largest GSM profitss in the world with operations in Africa (Rwanda, Swaziland, Uganda and bidding for licence in Nigeria?) and has roaming agreements with 153 networks in 76 countries.In September 1999, M-Cell acquired Orbicom, the largest provider of satellite service in Africa. The company distributes digital signals and manages value-added networks across Africa.The brand has established many a(prenominal) world records in performance, includingjudged among worlds top three GSM operators (Financial propagation London)product innovation (1st Prepaid in SA, Faxmail, global SMS on internet)MTN is pro-actively channeling resources towards the knowledge of previously disadvantaged areasconnecting more than 300 communities to the most m odern form of communicationjob creation, skills development and economic empowerment through union Payphones ProgrammeVodacom OverviewVodacom started operations during 1994, thus becoming SAs first network operatorIt attracted 50 000 subscribers within the first month (June), the number rebellion to 100 000 by October of the same year.Today Vodacom owns the majority share of the market (approx. 55%) and run some 3,6 million customersVodacom has won awards for Advertising, Marketing, Corporate affable Investment, amongst others,PMR Golden Arrow and SA non-listed company of the yearVodacom is however considered a follower, providing products and services in response to MTNs innovationVodacom Corporate StructureVodacom sort out (Pty)Ltd shareholders are Telkom SA Ltd 50% Vodafone Airtouch Plc 31,5% Rembrandt Group Limited 13,5% and HCI 5%(After MTN Disruption 2 presentation)Global mobile phone sales have shot quondam(prenominal) the total number of PCs soldMobile handsets hav e potential to deform the most dominant device linked to the internet in the futureThe implicationsmore people will have access to the internet as cellular is cheaper than PCvalue added services will become more and more of a competitive edgemore specialization by service providers thus cutting down on customer wateriness and finding own niches, e.g.ReferencesHaris, 1996, Piercy, 1997 adapted from article posted on Gmarketing website. scripted by J. C. LevinsonDe-mystifying Marketing plans G marketing. D.K SchofieldCompeting for the future Harvard Business Review, July /August 1994-G. Hamel & C.K. Prahald strategical Intent Harvard Business Review, May/June 1989 C.K. Prahalad &G. HamelMarketing Management A. Arbee & K. Naidu, Book 1 Marketing Pilosophy and Strategy. 2001/2 edition