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Introduction To A Mobile Phone Company
LifeTel
Today, only the product is not the problem solver, the service also plays an important roleto solve the peoples problem. In this age, most of the people are seeking after the sales
service. So in every place, in every time, in everywhere the people are accompanied withservice. Thus why we cannot but thinking without service. Where, Services are the
activities of benefits offered for sale that are essentially intangible and do not result in the
ownership of anything. Services have grown dramatically in recent years. Services aregrowing even faster in the world economy, making up a quarter of the value of all
international trade.
Name of the Service
Though Bangladesh is a developing country, the people of Bangladesh are very much
passionate to communicate. As some people abuse a mobile phone, there are many
people who use it for various important tasks (i.e. business, personal, political, social and
cultural etc). Therefore, the usage of mobile phone is increasing day by day. People of
different ages, income, geographical distribution, and life style or personality mobile
phone is a very convenience to all aspect at every moment, and common medium for
communication for people in Bangladesh. Therefore, it is a great opportunity to do well
business in telecommunication industry. In addition, that is why we are thinking of
introducing a new mobile phone company.
Brand Name of Our Service
The term Brand implies the name, sign, term, symbol, design or any combination of
them intended to identify the goods and services of one seller or group of seller and to
differentiate than those of competitors. Our services brand name of our mobile phone
company is LifeTel. The brand name of our mobile phone company LifeTel is for the
reason that it is very much easy to pronounce, easy for awarding the people.
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LifeTel
Building a Successful Brand
To build a successful brand, we have to follow the following four steps:
1. Brand Identity
2. Brand Meaning
3. Brand Response
4. Brand Relationship
Brand Identity
Brand Identity ensures the identification of the brand with customers and an association
of the brand and customers mind with a specific product class or customer need. Brand
identity answers the question of who are you?
Brand Meaning
Brand Meaning firmly establishes the totality of brand meaning in the minds of
customers by strategically linking a host of tangible and intangible of brand association
with certain properties. It answers the question of what are you?
Brand Response
Brand Response elicits the proper customer responses to this brand identification and
brand meaning. It answers the question of what about you and what do I think or feel
about you?
Brand Relationship
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LifeTel
Brand Relationship converts brand response to create and intense, active loyalty
relationship between the customers and brand. It answers the question of what about you
and me and what kind of association and how much of a connection would I like to have
with you?
Brand Building Blocks
Performing the four steps to create the right brand identity, brand meaning, brand
responses and brand relationship is a complicated and difficult process. To provide some
structure, it is useful to think of sequentially establishing six Brand Building Blockswith customers. To connote the sequencing involved, these brand building blocks can be
assembled in terms of a brand pyramid. There fore, the customer based brand equity
pyramid can be shown in the next page:
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LifeTel
Figure: Brand Building Blocks
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Reso
na
nc
e
Judgments
Feelings
Performance Imagery
Salience
3.
Response
4.Relationship
2.
Meaning
1.
Identity
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LifeTel
Subdimensions of Brand Building Blocks
But achieving the right brand identity involves creating brand salience with customers .
Brand salience relates to aspects of the awareness of the brand. Where brand awareness
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LoyaltyAttachmentCommunityEngagement
Quality FunCredibility Excitement
Superiority Warmth
Consideration Security
Self-respect
Social-
approval
Price User Profile
Primary characteristics & Purchase & usage
situationsSecondary features personality &
values
Product reliability, durability & History, heritage &
experience
Service ability.
Service effectiveness & serviceEfficiency, style & design
Category Identification
Needs satisfied
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Product Class Information
Lowest
Product Type Information
Brand Information
Product Category Information
Highest
LifeTel
refers to the customers ability to recall and recognize the brand, as reflected by their
ability to identify the brand under different conditions. To build brand awareness it is also
helping customers to understand the product or service category in which the brand
competes. There must be clear links regarding what product or services are sold under the
brand name. at a broader, more abstract level, however, brand awareness
also means making sure that customers know which of their needs the brand-through
this products-is designed to satisfy.
Therefore, there must be a product class at first not to only inform about the name of the
brand name. A customer must be aware of the category, types and the class of a brand
name. we can show the relationship between the product class and the brand name as
follows:
Figure: Product Category Structure
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Communication
NonverbalVerbal
Face to FaceTele PhoneMobile Phone
Life Tel
Mission of the LifeTel
LifeTel
Now we can show our brand name with the following diagram:
Figure: Product Category Structure with the Brand Name
Therefore, we can say that the brand name is not only the core factor for selling the
products or services, but also it also be needed for the product class and variety, category
with different types of the products or services also.
To deliver innovative, customer focused products and to be the benchmark for customer
service excellence, the company will gain all of its objectives and goals.
Vision of the LifeTel
To survive the best-quality service including high network, easy collection etc. we will be
the great service provider.
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Billing
andit
Salesand
Marketing
FinanceCorporate
affairs
Strategic
Planning
Human
Resource
Life
Tel
CustomerCare
Engineering
LifeTel
Functional Department
Our service company, LifeTel will have the following functional departments. And it will
serve the every functions within this department. As we are the new company in this
competitors market, we try to serve the people best in the existing market. So each and
every single work or function will be the best-suited function for each of the customers.
Figure: Functional Department of LifeTel
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LifeTel
Segmentation of our Mobile Phone Company
Segmentation of a product or service is very much important to position a market. So to
position a market, it is needed to segment a market at first. We can segment our service
mobile phone according:
Geographic Segmentation
At first if we want to segment the market on the basis of the geographic angle we start its
service from the capital of Bangladesh Dhaka city. Then it will be extended its
coverage area into Jessore, Sylhet, Chittagong, Khulna etc and gradually all of the
districts of our country.
At first, we increase or create the stations all over the country and it will cover all of the
district towns including all six divisional headquarters.The work relating to core network
up gradation was completed.
But we are going to all of the regions in the Dhaka City at first. Among Dhaka District
the regional area will be Narayangonj, Dhaka city, Savar, Gulshan, Banani etc will be the
priority base.
Under this region the area will be within this region. For example within the Dhaka City
the area will be the Dhaka University area, Mali Bhag area, Lal Bhag area, Farmghet area
etc.
Demographic Segmentation
We can also segment our consumer market into different types of income along with the
age of an individual. Among the consumers of geographic segmented consumer market, it
is very necessary to consider the demographic segmentation. As mobile company is a
factor of cost, so based on this purpose we will consider income segmentation along with
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LifeTel
age segment, as income also differs from age to age. For this, we are now targeting the
following group of customers related to different products:
Age Group Income (Tk./month) Category offered
Under 20 2,000-4,000 M2M (with out TNTincoming)
20-30 4,000-10,000ISD (with TNT
incoming)
30-40 10,000-25,000ISD (with TNT
Incoming)
40 & above 25,000 & aboveISD (with TNT
Incoming)
Psychographic Segmentation
It is also very important to the user of the mobile phone. As to segment the cellular phone
consumers psychographic segmentation, it plays the most important role.
Psychographics segmentation divides consumers into different segments based on social
class, life style or personality. It is very important to design the products and services of
mobile company according to the consumers psychographic factors.
Comment
All these segments dictate the persons need of different kind of phone sets, sometimes
phone lines as well. While ordering phone sets this factors must be considered.
From this segmentation process, we can say that it is very much effective to each of the
consumer. Therefore, we think it will be the good segmentation process for our mobile
company Life Link.
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LifeTel
Target Market
Many men many minds and it is in all around the world. Therefore, the Organization
that sells its product to consumer and business markets are not all the same. In this case,
the company cannot appeal to all buyers in those markets or at least not to all buyers in
the same way. On the other hand, not the all company influences the buyers too. They are
very much different from their numerous, widely scattered characteristics, and too varied
in their needs and buying practices.
Market segmentation reveals the firms market segments opportunity. The firm now has
to evaluate various segments and decides how many and which ones to target.
The company, LIve Link at first, targets all the people of Dhaka City. And these
people will be from teenager to any age group: from lower-middle class to upper-upper;
regardless to race, religion, gender literacy level, life style or personality any and every
single person who is in need of a telephone line backed with affordability spend the
expense of possessing a mobile phone is their target market.
We, the company, Life Link will make two types of customization phone lines along witha set with different prices for each of the segments.
Evaluations
In evaluating different market segments, a firm must look at three factors: Segment size
and growth, Segment structural attractiveness and Companys objectives and resource.
For evaluating each of the segmentation process, we can follow the following criteria:
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LifeTel
Types of Level of Evaluation
Segmentation Segmentation Segment Size
(% of
Population)
Segment Structural
Attractiveness
Companys
Objectives &
Resource
Geographic
Dhaka City 20% Easy to survive
Possibility for high
return
Large population.
Easy to place
network.
Customer
satisfaction at a
high profit.
Large sales
people.
Chittagong
City
5% Possibility to high
return
Greater profitable
customer
Customer
satisfaction at a
high profit
Jessore City 7% Possibility to high
return
Customer
satisfaction at a
high profit
Types of Level of EvaluationSegmentation Segmentation Segment Size
(% of
Population)
Segment Structural
Attractiveness
Companys
Objectives &
Resource
Demographic
Under 20 2%
Easy to survive
Possibility for high
return
Large population.
Easy to place
network.
People are pricesensitive
Customersatisfaction at a
high profit.
Large sales
people.
Capable to
provide better
customer
service and
excellent
networkingsystem
20-30 10%
30-40 5%40 & above 2%
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LifeTel
Selecting Target Market Segments
After evaluating different segments, the company must now decide which and how many
segments it will target. Target market consist s of a set of buyers who share common
needs of characteristics that the company decides to serve. So according to the
segmentation of geographic, we can select the Dhaka City at first. In addition, if we
choose the demographical segmentation then we can choose the 20-30 ages people.
A company can follow the following three types of strategies:
1. Undifferentiated Marketing
2. Differentiated Marketing
3. Concentrated Marketing
Undifferentiated Marketing
A market coverage strategy in which a firm decides to ignore market segment differences
and go after the whole market with one offer. It also called mass marketing. It focuses on
what is common in the needs of consumers rather than on what is different.
Differentiated Marketing
A market coverage strategy in which a firm decides to target several market segments
and designs separate offers for each. It is also called segmented marketing.
According to this segment, a company can hope for higher sales and a stronger position
within each market segment. Developing a stronger position within several segments
create more total sales than undifferentiated marketing across all segments.
Concentrated Marketing
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Super Connection (Pre-paid)
Heavy Users (Business Person)
Business Purpose (Public Calling)
Packages
Market Positioning
LifeTel
A market coverage strategy in which a firm goes after a large share of one or a few
segments or niches. It is also called Niche Marketing. It is specially appealing when
companys resources are limited. It is such type of strategy by which it is only possible to
attract one or few competitors.
Choosing the target marketing strategy
When a company chooses a target marketing strategy, they have to consider their
companys resources and the product or service available. Since we have a lot of
resources and thus why we select the differentiated marketing strategy to capture the
target market easily. The figure for the chosen target market in the next page:
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Target Market
Simple Connection (Pre-paid)
Student, Bachelor, Middle Class, UpperMiddle Class, Urban or Suburban
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LifeTel
After the company has decided which market segment to enter with which product, it must decide
what positions it want to occupy a clear distinctive and desirable place relative to competing
products in the mind of target customers. The companys entire marketing program should
support the chosen positioning strategy.
Since if a product is perceived to be exactly like another product on the market, consumers would
have no reason to buy it, LifeTel brings special features on the product as well as significant
various services that positioned the products in the target segments. As we are the new company,
we brings some offer for the peoples attention:
Tk. 3,600.00 Tk. 3,200.00 Tk. 4,999.00 Tk. 3,499.00 Tk. 2,999.00 Tk. 7,999.00
LifeTel offers the above sets along with the sim card and 2 pre-paid cards (Tk. 1,000.00) are free.
LifeTel also provides a life long time incoming for the customers who selected the Tk. 500.00
talk time.
LifeTel Pre-paid Packages
Like many others company in Bangladesh, we also provide two types of pre-paid packages; they
are:
- You don't have to pay monthly line rent
- Don't need to deposit money for any special service (e.g. NWD/ISD)
- Don't have to wait in long queue to pay mobile bill
- You have to recharge your account before you can use it
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LifeTel
- Recharge period expires after a set time
Therefore, if your expected mobile usage and expenses are low (generally less than Tk. 1,000.00)
and you want to control of mobile expenses, then prepaid package is right for you. Many of our
customers also associate prepaid with simplicity, transparency and predictability.
Our pre-paid packages includes the following facilities:
There are 3 DR (Dear Number) for any connections
To active your connection, please dial 0003
2 years handset warranty and guarantee
It is a mobile 2 mobile connection
Your Aalaap (7 am 10 am) for any mobile at Tk. 2.00/per minute
Rate/Minute1 Peak
( 7 am - 6 pm)
Off Peak
( 6 pm - 10 pm)
Super Off Peak
( 10 pm - 7 am)
Outgoing LifeTel 2 LifeTel 2.00 Taka 1.50 Taka 1.00 Taka
To any mobile 4.00 Taka 3.00 Taka 1.50 Taka
Dear Number 0.50 Taka 0.50 Taka 0.50 Taka
Incoming From Any Mobile Free
Pulse 05 secondSMS Outgoing 1 Taka1VAT applicable
Pre-paid Cards
LifeTel offers the following pre-paid cards. And each card will be different time of
validation; they are as follows:
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LifeTel
1. 30 days for Tk. 50.00
2. 3 months for Tk. 100.00
3. 6 months for Tk. 200.00
4. Life Time incoming for Tk. 500.00
Visiting Card
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LifeTel
LifeTel offers a visiting by which the subscriber can go anywhere where the company
arranges a tour or ceremony. It offers the subscriber at least 30% discounts.
Guidelines for LifeTels Benefits
1. News:
i. Bangle : Call-2468
ii. English: Call-3579
2. Sports News: Send SMS to 0001
3. Help Line: 012
Simple Connection
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LifeTel
Simple connection is for only mobile to mobile connection.
Super Connection
Mobile to mobile with T&T incoming
First two minutes incoming free. And then for after per minute the charge will be Tk.
1.50.
15% VAT is applicable on the total bill.
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Sales Letter
LifeTel
Dear Customer
We, the company, NEXUS is greatly delighted to announce you that we are coming tothe market with a brand LifeTel which is totally different from the others existing
mobile company.
LifeTel offer you some special benefits which is different; Life time incoming, full
network coverage, low call rate, services at your home and a mobile set offer along with
our mobile sim at a very much low price which will satisfy you at a larger.
Our mission statement is The Passion of Life
You will get some special benefits for our features as-high satisfaction performance, can
feel comfort because of no difficulties in network coverage and can own a mobile set
along with a sim card only for a few time with both guarantee and warranty. We willalways be with you every time. Please accept our cordial thanks. We look forward to
continuing to serve your needs in the future.
Sincerely,
Sales Manager
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Director
Sales Manager
Regional Sales Manager
Sales Executive
Area Sales Manager
Sales Executive
Organizational Chart of our Mobile Phone
LifeTel
LifeTel
Comment
We, the company, LifeTel want to capture all the market with penetration pricing system.
Moreover, it will be positioning its product for a long time.
Every organization follows a hierarchy system in their organization. And they perform
their functions according to the hierarchy system. We the organization LifeTel alsofollow a hierarchy system and we perform our each and every task accordingly. The
hierarchy of our mobile company is like the following page:
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Sales People Sales People
Recruitment Criteria
Number of Sales People
LifeTel
How many people we are in consider under our organization will be alike the following.
We believe that the people are in interested to achieve a goal, have an ability to work in
the team, and can do something different from the others can be an employee of our
organization. We also believe that the people who have the ability to create something
new and are customer-oriented who can listen and anticipate their customers needs. The
candidate also will be action oriented and self-starter.
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Dignity Number
Director 01
Sales Manager 07
Sales Executive Officer 06
Sales People 80
Total Number of Sales Staff = 94
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LifeTel
Recruitment Criteria
SL No Position Criteria
01 Sales Manager a. The incumbent must have BBA/MBA
degree in Marketing
b. Leadership skill
c. Communication skill
d. Fluency in English
e. Computer Literacy
f. At least 5-years experience in relevant field
will be given preference.
g. Able to analyze sales trend and accordingly
suggest for better selling and sales
promotional plan.02 Sales Executive a. The incumbent must have BBA/MBA
degree in Marketing
b. Able to work independently with minimum
supervision.
c. Must be computer literate.
d. At least 3-years in relevant field.
e. Fluency in English
03 Sales People a. The incumbent must have B.Com or any
Graduation degree.
b. 1-2 years working experience in relevant
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Power of Sales Force
LifeTel
field
c. Must be customer service skill
d. Must be interested to work anywhere
Entry-Level Remuneration Package
We, the Live Link Company offers the employee the following benefits or entry level
packages:
We believe that the employee of our organization will be entrepreneur of an individual
sector. We provide an excellent working environment along with entertainment. So we
think these will help each employee to perform a best result.
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Remuneration Package
Basic Salary
Sales Commission
Annual Bonus
Performance Bonus
Occasional Bonus
Target Bonus
Health & Care Allowance
Tiffin Allowance
Conveyance Allowance
Leave
Mobile Phone
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Job Description of Sales Department
Resources Provided To Employees
LifeTel
Every sales force can express their sales opinion independently
For an illegal activities, the sales force can oppose it
The expertise sales people can present in any organizational meeting
They can take any decision in sales supporting activities to promote customerwhich can not violate the companys image
The regional office
Telecommunication: Telephone, Mobile, Fax, Computers etc
Official Furniture
Air Conditioned Room
Safety place in which the regional office is stood
File Cabinet
Proper supply of water, electricity
Duties and Responsibilities of a Sales Manager
Sales manager, more or less, are responsible for the following duties:
Represents the company as a whole
Responsible for achieving the sales and revenue target
Selects, develops and leads the commercial team in the region
Develop a strong retail and distribution channel
Motivate & generate distributors to facilitate the packages and other things
related to cellular service
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LifeTel
Generate idea from customers, retailers, and distributors about new product
and service idea.
Responsible for value added service.
Assume responsibilities for products sales success and failure.
Duties and Responsibilities of A Sales Executive
Provides operational support to Sales manager
Collects and analyzes market information
Helps develop and executes distribution strategy
Co-ordinates closely between sales, marketing and finance
Monitors projects success and suggests improvements
Duties and Responsibilities of A Regional Sales Manager
Responsible for achieving the sales target
Responsible for development and expansion of retail and distribution channel
Arrange to provide regular performance feedback to the sales executive
Evaluates sales peoples performance by providing guidance for continuous
improvement on strength and weakness.
Duties and Responsibilities of A Sales People
Responsible for achieving the daily sales target
To make a long-term relationship with the customer
Collect market information and provides to the regional sales manager.
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Employee Training
LifeTel
Training is an important factor to success in the competitive market. And thus why weprovide the effective training to the employees. There are training:
1. On the job training
2. Off the job training
On-the-Job Training
On-the-job training places the employees in actual work situations and makes them
appear to be immediately productive. It is learning by doing. On-the-job training is given
by the following way:
1. Preparing the trainees be telling them about the job and overcoming their
uncertainties.
2. Presenting the instruction, giving essential information in a clear manner.
3. having the trainees try out the job to demonstrate their understanding
4. Placing the workers in the job, on their own, with a designated resource person to
call upon should they need assistance.
Off-the-Job Training
Off-the-job training is given to the employees out of their working hours. It can be given
by the following ways:
1. Videos-Films
2. Computer-Based Training
3. Vestibule Training
4. Programmed Instruction
Training Durations:
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Comment on Overall Sales Strategy
Support Services
Technological Resources
LifeTel
Usually the training durations is for 3 hours to 2 or 3 days within the company. But if we
think that it is not enough for the employee then we can send employees to professional
training institutes or hire training personnel. The training can be 4-5 times a month or a
year. It will be totally depends on our willingness and ability of our company.
To provide cellular service it requires enormous amount and kinds of technological
equipment and resources as well as support. We, the company of Life Link is using GSM
technology for networking system. Because in this competitive age, the network is most
succession factor.
Our company will have a customer service centre to provide the solutions of any kind of
problems. This centre will open 24/7 per week. Any kind problems the customer face,
they can inform to the employees of this centre or they can come to the centre to solve
their problems.
We are in well position in the competitive market for the following reasons:
Better customers service
Ease to operate system
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Packaging
LifeTel
Advertising is attractive
Low cost call in different times
High network coverage
5-second pulse in every minutes in any time
Free customer care service
Figure: Package of LifeTel
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Advertising
LifeTel
Figure: (A) Billboard of LifeTel
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LifeTel
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LifeTel
Sales
xecutive