It has been argued that “strategic marketing planning can be viewed as the solution to multitudinous issues which face modern management” (Haris, 1996).
Indeed, it is often contended that the process of strategic marketing planning is crucial since planning determines what must be done in the future whilst giving an opportunity to test what has been achieved against the framework of the existing plan. However, it is universally acknowledged that not only is planning far from simple but also that few organizations plan well (Piercy, 1997).
As Cell C, we intend using our marketing plan as a road map, to plan our course and help us reach our goals/destination. Typically a marketing plan should consist of information about the company and its products or services, marketing activities, objectives and strategies, and its method for measuring success. It should also have a designated time period (i.e. 6 ? 12 months) and one should document the costs of the planned marketing activities. (after D.K Schofield ? De-mystifying Marketing plans)
MISSION
“A company must get 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 South Africa, this poses a tough challenge, but we believe we’re up for it, and we intend being First on innovation and Customer Service. Our goal is “competitive innovation not competitive imitation” (adapted from STRATEGIC INTENT ? C.K. Prahalad &
The Business plan on Marketing Plan Bloomberg Planning Product
... business to consumers.Evaluation of Bloomberg's marketing communications plan. Evaluation of the role of marketing planning and the main ... key tools in media planning and the management of marketing communications for Bloomberg. Identification of objectives, target segments and strategic plans for Bloomberg's new ...
G. Hamel)
The marketing strategies for Cell C are focused on meeting the needs of our future customers, and keeping them met. We plan to achieve this through the provision of world class service and innovative products at competitive prices.
MARKETING OBJECTIVES
To realise (win over) 15 ? 20 % of existing cell phone users.
To attract new 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 C”
To be able to offer 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 OBJECTIVES
Having seen that over the past year our competitors, Vodacom and MTN have attained returns on capital invested of 41 % and 27 % respectively, we will be aiming for a return of 20 %.
MARKETING MIX
We believe that in order to put even a slight dent in the marked we need to be aggressive in our marketing attack. “we can proceed with the implementation of our aggressive cellular network rollout, paving the way for us to introduce innovative new competitive service and product packages designed to further expand mobile telephony to the mass market”. T. Laham Cell CCEO
Our intention is to use a combination of marketing concepts in order to have the best impact i.e. Product concept, production concept and the market concept.
Product concept
To be in a position to offer cell phones and contracts that are in high demand but at the lowest possible price.
Production concept
To be able to offer unique products and offer the best quality and performance (on the 1800 Mhz spectrum.)
We will find out what it is the customer wants and ensure that we give it to them in that way we will ensure customer satisfaction.
The Research paper on General Electric Medical Systems – Global Product Company Concept
The Global Product Company concept means ”to concentrate manufacturing – and ultimately other activities – wherever in the world it could be carried out to GE’s exacting standards most cost-effectively”. That means that the production is moving to countries where people are mostly underutilized (the example given in the case study tells about engineers from Eastern Europe, who cost only $1,5/h). ...
Market concept
Customer 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 mandate 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 Advantage ? We are planning to build the reputations of and maintain successful brands, in this way ensure customers confidence in the brands ensuring repurchases.
PRODUCTS AND SERVICES
We will offer all the products our competitors offer but at a more competitive price.
We will offer a 1 year contract to subscribers as opposed 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 buttons, 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 still keep in touch with their drivers for instance.
We will offer better connectivity and speed for data connection on the 1800 Mhz spectrum.
COMPETITORS
We 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 they’re doing but we have to do it that much better and faster.
MTN Overview
MTN ranks as one of the largest GSM networks 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.
The Term Paper on Service Marketing
We have always had service industries, and indeed there are numerous biblical references to services as diverse as inn keeping, money lending and market trading. Over time, the service sector has grown in volume andin the importance attributed to it. According to Baker J.M et al, The Marketing Book 5th Ed, (2003), early economists saw services as being totally unproductive, adding nothing of value ...
In September 1999, M-Cell acquired Orbicom, the largest provider of satellite services in Africa. The company distributes digital signals and manages value-added networks across Africa.
The brand has established many world records in performance, including
judged among world’s top three GSM operators (Financial Times London)
product innovation (1st Prepaid in SA, Faxmail, global SMS on internet)
MTN is pro-actively channeling resources towards the development of previously disadvantaged areas:
connecting more than 300 communities to the most modern form of communication
job creation, skills development and economic empowerment through Community Payphones Programme
Vodacom Overview
Vodacom started operations during 1994, thus becoming SA’s first network operator
It attracted 50 000 subscribers within the first month (June), the number rising to 100 000 by October of the same year.
Today Vodacom owns the majority share of the market (approx. 55%) and services some 3,6 million customers
Vodacom has won awards for Advertising, Marketing, Corporate Social Investment, amongst others,PMR Golden Arrow and SA non-listed company of the year
Vodacom is however considered a follower, providing products and services in response to MTN’s innovation
Vodacom Corporate Structure
Vodacom Group (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 past the total number of PCs sold
Mobile handsets have potential to become the most dominant device linked to the internet in the future
The implications:
more people will have access to the internet as cellular is cheaper than PC
value added services will become more and more of a competitive edge
more specialization by service providers thus cutting down on customer confusion and finding own niches, e.g.
References
Haris, 1996, Piercy, 1997 adapted from article posted on Gmarketing website. Written by J. C. Levinson
“De-mystifying Marketing plans” G marketing. D.K Schofield
“Competing for the future” Harvard Business Review, July /August 1994-
The Research paper on Service Marketing Study
Module outcomesxv Work programmexv Warning against plagiarismxv Study unit 1What is service marketing? 1 1. 1Introduction2 1. 2What are services? 2 1. 3Why services marketing? 3 1. 4Service and technology4 1. 5Characteristics of services compared to goods6 1. 6Services marketing mix? 8 1. 7Staying focused on the customer? 9 1. 8Summary9 1. 9Discussion questions9 1. 10Read the case study on p. 153 ...
G. Hamel & C.K. Prahald
“Strategic Intent” Harvard Business Review, May/June 1989 – C.K. Prahalad &
G. Hamel
“Marketing Management” A. Arbee & K. Naidu, Book 1 Marketing Pilosophy and Strategy. 2001/2 edition
