mts 1st wireless nigeria, communications strategy & product offering 2005/6 impact85

Communications Strategy & Product Offering for Mts1st Wireless, Lagos, Nigeria 2005/6

Impact85 Marketing & Communications www.impact85.com.ng T.018509141 M.08085322002/08088500000 E. [email protected] MTS/CC 2005/6

Single Minded Proposition

MTS 1st Wireless gives you the freedom to keep talking at an affordable rate

Advertising Objectives

Create awareness of the brand Motivate trail purchase Position the brand as a high quality and affordable product and services

Desired Brand Image Quality service and connectivity at an affordable price.

Timing of Creative Work Presentation to client is on 2nd December 2005


Target Audience

Highly independent-minded Nigerians who have a desire for high performing telecommunication services

Business communities in urban and semi-urban areas

Households who are not satisfied with the services they are currently receiving

University staff and students who have a great need to reach out and be reached; and Nigerians who would like to use telephone with quality services

Suggested Media

Campaign, one off ad, no of ads; Radio Television Newspaper and magazines – sizes: 82 x 3 cols, 6” x 2 cols, Outdoor- 40 sheet, neighbourhood walls, bus advertising, taxis advertising Internet – pop-ups on local websites and online newspaper media


Communication Objectives

These tactics will increase brand awareness amongst MTS 1st Wireless’s core targets audience within a 12 months.

To position the brand as technologically advanced within 12 months, among heavy CDMA users.

To support the launch of the new Internet product by generating 50 per cent awareness in areas like; Lagos Island, Victoria Island, Ikeja, Ilupeju, Suru-Lere, Yaba, Magodo, Iseri Oshun, Festac Town, Ajeromi Ifelodun, Eti-Osa, Mushin, The Lekki Peninsular, Obalende and other busy areas in the core market MTS 1st Wireless operates in.

To announce a promotions campaign to create 70 per cent awareness during the Christmas period.

To monitor and track the advertising campaign on a quarterly basis.


Marketing Strategy

To convert non-users and educate them with regards to wireless connectivity service in Lagos

To achieve a level of advertising spending consistent with the brand’s market objectives and competition

To communicate the brand to potential customers, retailers, media owners, and to generate increased distribution of MTS 1st wireless services and products by increasing the awareness of the brand

To improve distribution in areas of strength and growth potential

To maximise the effectiveness of the advertising and promotions by: Concentration in areas of greatest sales strength and potential Imaginative use of media facilities More Impactful and persuasive campaign


Path of Activities 1 COPY STRATEGY January Objective- to convince and educate non-users about the benefits of using MTS

product and services; Modern technology without compromise. Image- MTS 1st Wireless will be seen in its branded colours by target audience who

appreciate good quality service.

2 CREATIVE January-Februarys Main Theme Advertising Creative requirements are for full pages colour in tabloid size newspapers and

magazines, and half page colour in broadsheet size media. Outdoor –full 48 sheet and 192 sheet size, and full colour for Lagos Airports and toll

gate media MEDIA January and every month after To cover Lagos State with the full campaign To obtain maximum coverage/frequency on all wireless end user but with a strong

emphasise on customers aged 25- 45 (but not excluding 45-65 age group). To achieve a continuous campaign in reaching the target Market, to achieve

maximum cost efficiency. To give extra advertising weight to specific segment groups where possible.


MEDIA SELECTION April and May The following main media are available for direct advertising: 1. Regionalised editions of national newspapers and magazines. 2. Provincial daily morning newspapers 3. Local weekly newspapers. 6. Poster advertising 7. Television campaigns

The following media are recommended: Main Theme Advertising On the budget level of N6,200,000 we recommend the use of national newspapers and magazines to provide broad scale coverage and frequency of the target market over 12 months. Recommended Plan is shown as Schedule 1 Outdoor Advertising Oct - Nov We recommend outdoor budget of N18,000,000 be used to give added emphasis to the target market listed and the prime and secondary sales areas which are within Lagos Island, Victoria Island, Ikeja, Ilupeju, Suru-Lere and Yaba, Magodo, Iseri Oshun, Festac Town, Ajeromi Ifelodun, Eti Osa, Mushin, The Lekki Peninsular, and Obalende.

Path of Activities Part 2


Budget MTS 1st Wireless Limited, Marketing Communication Budget for 2005/6 December –February 2006 Background: Launch MTS products and Services 1. PERIOD January 2006- December 2006 Total Communication’s Budget N60,000,000 2. BUDGET a. Main Them Advertising Budget for 2005/6 N 58,000,000 December- February N 25,000,000 (Main Roll-Out) March -April N 15,000,000 May-June - July N 2,500,000 August-September N 2,500,000 Oct-Nov-Dec N 11,500,000 Production over 12 months N 3,500,000 Reserves N 2,000,000 Total 1st 12 months N 60,000,000


Budget Part 2 Budget Activity N 60,000,000 b. Promotional activities Dec 05-Dec 06 N 58,000,000 c. Production Cost N 3,500,000 Budget break down Dec 2005 - December 2006: Outdoor N 18,000,000 Promotion N 6,200,000 Sponsorship (one campaigns) N 2,500,000 Trade Show N 3,000,000 Public Relations N 8,000,000 Internet Advertising N 2,500,000 Television N 14,300,000 Production N 3,500,000 Total N 58,000,000 Reserves N 2,000,000

Please: This budget excludes our fees for implementation and creative concepts.


Marketing Expense –To – Analysis

This ensures that MTS 1st Wireless as a company does not overspend to achieve its sales targets. This analysis consists of five components of expense ratios that can be monitored.

Sales force- to- sales ratio Advertising-to- sales Marketing Research -to- sales Sales Administration-to-sales Sales Promotion-to-sales. MTS 1st Wireless’s marketing managers need to carefully monitor and observe these ratios, as fluctuations left unmonitored can become a major concern.

Another tool that could be used is the Variance analysis. This examines the deviation of actual results from a standard. Variance analysis is an important tool for MTS 1st Wireless to use in monitoring its costs. e.g. Spending variance is the difference between actual spending and budgeted spending.

Volume variance = Planned price X Actual volume – planned volume. Total variance = Actual volume X Actual price – Planned volume X planned price.


Market-Based Scorecard Analysis There are two tools of scorecard analysis that we will perform to determine early warning problems. We can use a customer performance scorecard to record the yearly performance on its customers and tracking the effectiveness of ad campaign itself.

Customer based measures that could be used are New and lost customers Relative product and service qualities Unhappy customers Both the target market awareness and target market preference.

Advertising Efficiency. MTS 1st Wireless managers can track this by; Monitoring customers’ opinions on and after seeing, hearing and watching the adverts. Implement before and after measures of usage attitude studies and Hire research agencies to carry out qualitative research. Return on Investment. ROI = Net Income Total Investment. Return on Capital Employed. ROE = Net Profit X Sales Sales Assets


Measuring the communication

Since one of MTS 1st Wireless marketing aims is to satisfy their customers. they will eventually need to monitor their customer satisfaction levels. This will be done through the use of surveys. A customer satisfaction analysis should be performed by MTS 1st Wireless, this is to assess the actual satisfaction versus the customers expectations. This can also be performed using various methods such as perception mapping, quality of life measurements and the customer lifetime value.

Brand awareness is another performance measurement that MTS 1st Wireless should use, this ensures that their marketing plans are reaching and delivering the brand image to their target audience while simultaneously capturing their attention.

In the Promotion mix, other measures can will be used i.e. In PR, a clipping service will be applied. This is to measure or count the number of times MTS 1st Wireless’s brand product/service is mentioned in the media. The disadvantage of this approach is, it cannot be used to draw conclusions relating to their sales gains.


Recommendation

We recommend the following:

The deployment of a communication mix that penetrates the targeted and segmented groups of the Lagos population.

A marketing campaign strategy more marketing driven than advertising driven, to develop exceptional product awareness and maximise immediate response more rapidly.

To convert non-users and educate them with regards to beneficial implications of an effective wireless technology.


Payment Terms

PRODUCTION Commissioning client is required to pay 80% of all production costs and the balance of 20% on completion of approved jobs/campaigns.

MEDIA PLACEMENTS Pre-payments for media insertions will be made at the beginning of every month to facilitate the smooth running of the ad campaign. Agency will present tear sheets and certificates of broadcast for the previous month not later than the end of the first week of the following month.

AUTHORSHIP All creative work/project produced for MTS 1st Wireless Limited Nigeria, is the creative concept of both client and agency (Impact85 Marketing & Communications), unless a payment is made to the agency thereby the ‘Agency’ no longer has any Rights over the ‘creative’ work/project.


mts 1st wireless nigeria, communications strategy & product offering 2005/6 impact85

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