MIO PLAN MARKETING ANALYSIS
DONE BY:
NACHAMAI
ZI JIAN
YI JIN
HSIAO YU
HASYIMAH
SingNet BroadBand
SingTel Fixed Line
SingTel Mobile
Target Market
Strategy
 Families
 SingTel users using separate plans
 Non-SingTel Users
PRODUCT
Levels of Product
Augmented
Actual
 For the Basic User
 For the Savvy User
 For the Busy
Executive
Core
 Fixed Line
 Mobile
 Broadband
Mio Plan
Basic User
Savvy User
Busy Executive
Mobile
•100 mins (Outgoing)
•Free Incoming Calls
•500 SMS
•Caller ID
•300 mins (Outgoing)
•Free Incoming Calls
•500 SMS
•Caller ID
•AutoRoam
•700 mins (Outgoing)
•Free Incoming Calls
•500 SMS
•Caller ID
•AutoRoam
Broadband
•3 Mbps Unlimited
Access
•10 Mbps Unlimited
Access
•25 Mbps Unlimited
Access
Telephone
•Unlimited local calls on home phone
•Caller Alert
•Basic VAS Pack FREE for 1st 3 months ($4.28 per month applies
thereafter)
Monthly
Subscription Fee
$55.80
$86.21
$137.17
TT05- Principles of Marketing Proje
Levels of Product
Augmented
Actual
 For the Basic User
 For the Savvy User
 For the Busy
Executive
Core
 Fixed Line
 Mobile
 Broadband
Augmented Product
Customize Your Plan!
Exclusive Discounts on Mio TV!
Attractive Discounts on Supplementary
Lines!
Annual Handset Upgrade
Dedicated Mio Hotline
Consolidated Billing
Pricing
Marketing Objectives
Target Market and Positioning
• Families
• Wide range of choices
Market Share Leadership
• Asia’s leading telecommunications
company
• Owns shares in many regional operators
Marketing Mix
Strategy
Non-price Costing
• Different plans  Different users
• Based on their needs
Targeting Costing
• Starts with ideal price based on
customer’s
considerations.
Marketing Conditions
Oligopolistic Competition
• Few competitors
• Price adjustments  Stay competitive
• Difficult for new competitors to enter the
market
Product Mix Pricing
Strategies
Product Line Pricing
• Different plans catering to different needs
with different prices
Product Bundle Pricing
• Bundle up 3 services for 1 standard
subscription price
PLACE
 Multi Distribution Channels
 Indirect marketing channels
1.SingtelDealer (small Shops) Consumer
2.SingtelExclusive Retailer Consumer
 Direct marketing channels
3.SingtelConsumer
hello! STORE
• West- 2 shops
• North-2 shops
• East-3 shops
• Central- 4
shops
SingTel Exclusive retailers
• Central -22
shops
• West-16 shops
• North -26 shops
• East -31 shops
Location
• Locate stores in proportion to population
in each area of Singapore
• Strategic Location in every part of
Singapore
• Aims to grab non SingTel customers to be
interested in signing contract with SingTel
• To stay competent (Starhub)
Exclusive
distribution
• Advantage : SingTel obtains more loyal
and dependable and dealers obtain
stronger support from SingTel
• More exclusive retail stores than concept
stores
1) Save rental cost
2) Bigger margin returns
Analysis…
• Within parameters near MRT station
 Convenience Factor
• Snatch market share
• Made Services available for potential
customers
Shoppers
Direct Walk in customers
Store layout
Evaluation(Advantage)
• Red & Black Shop Theme color
To create image in customers mind
• Plays lively music to create ambience
Create lively ambience to enhance shopping
experience.
• Strategic standing position
• Shop Location within parameters of MRT
station
• Interactive Kiosk
Attract Attention
Online store
Interactive tour to
understand what is
Mio all about.
Visual interface for
buyers to explore
the different Mio
bundles
Online calculator
Aims to portray
their bundle plans
are worth the money
Analysis
• Products displayed in Catalog
Customer understand about product at
one glance
• Online submission
Convenience for plan subscription
Trade Fairs participated
•
•
•
•
•
IT Show
PC show
Great Singapore Sale- Road Shows
COMEX
SITEX
Analysis
• SingTel make use of platform
provided to showcase Mio plans and
bundles
• Recognize the regular crowds in
every trade fair.
• Recognize the motive of every
customers for going to the Trade fairs.
PROMOTION
Advertising
Informative
• “There’s a new way to connect to everything
you love at home and beyond.”
• When 1st introduced
• Provides information
Persuasive
• “It’s all about teamwork.”
•Persuading customers to buy the package
Sales Promotions
Tools - Consumer
 Price packs
 Combine fixed line, mobile and
broadband services
- Enjoy greater savings
 Many alternatives based on customers’
needs
- For The Basic User
- For The Savvy User
- For The Busy Executive
 Premiums
 FREE VoiceMail for first 3 months
 5% off your mio TV programme charges
 Patronage rewards
 Red rewards
- 1 year membership offers privileges such as:
• half-yearly rebates on your SingTel bills
• hello! Stores vouchers
Tools - Business
 Conventions and Trade shows
 SingTel Megafair 2007
 SingTel-IT Show 2009 Broadband Bundles
 SingTel Christmas Fair 2007
 find new sales leads
 contact customers
 introduce new products
 meet new customers
 sell more to present customers
 educate customers
Public Relations
Collaborates with MDA & Ngee Ann Polytechnic
• establish Singapore as a global media hub
• develop local broadcast media solutions and
talent
• practical experience in live broadcasting
environments at the BIC
• New modules
• Courses for professionals
 Formula 1 SingTel Singapore Grand Prix




Reach customers and non-customers
Good image
Favourable publicity
Benefit in long-run
Direct Marketing
 Online marketing
http://home.singtel.com/singtel/index.html
 Wealth of information
 Latest updates
 24/7
 Fast and easy to obtain information
 Kiosk marketing
• present information about their product lines

Eliminate the time wasted

Fast and easy to obtain information
 Home visits
 Personal Selling
• SingTel Christmas Fair 2007 @ Ngee Ann
City
Sales forces act on behalf of
 Manage personal customer
relationships
 Find & develop new
customers
 Communicate information
 Customer satisfaction and
company profit
Recommendations
• Offering customers an Integrated Wireless
Modem when they subscribe for Mio Plan.
• Allow customers to accumulate unused
talk time and SMS.
• Push Cart Store
Citations
•http://farm4.static.flickr.com/3197/2701062841_f3b50
57dc3.jpg
•http://www.np.edu.sg/soe/news/Pages/20090615_ECE
_SingTelMOU.aspx
•http://home.singtel.com/mio/mio_plan_features.html
•http://home.singtel.com/mio/mio_plan_plans.html
•http://home.singtel.com/mio/index.html
•http://financialhorizons.org/asian_family_on_computer.jpg
Citations
•http://www.appxolute.com/ax/images/logo_starhub.pn
g
•http://home.singtel.com/mio/i/mp_about_imgb.jpg
•http://www.portraitworkshop.com/gallery_caricatures_
portraits/other_talents_gallery/irzan_jamingan.php
•http://www.hardwarezone.com/img/data/articles/2008
/2597/singtel_04.jpg
•http://www.hardwarezone.com/articles/view.php?id=2
837&cid=18&pg=14
•http://www.hardwarezone.com/articles/view.php?id=2
936&cid=18&pg=16
Citations
•http://www.hardwarezone.com/articles/view.php?id=2
592&cid=18&pg=12
•http://farm4.static.flickr.com/3144/2427161661_b1dbe
a394f.jpg?v=0
•http://www.lyngsat-logo.com/hires/ss/singtel.png
•http://www.trexi.com.sg/pics/3corporate/starhub_gree
n.gif
•http://home.singtel.com/mio/i/mp_about_imgb.jpg
•http://www.hardwarezone.com/articles/view.php?id=2
936&cid=18&pg=16
Citations
•http://www.ci.yuma.az.us/Images/General/ss10720051-piggyBank.jpg
•http://home.singtel.com/mio/mio_home.html
•http://en.wikipedia.org/wiki/Singtel
•http://files.lesterchan.net/photos/singtel/hello_jp2/out
side_view.jpg
•http://www.moblog.com.sg/blog/paulcsc/img/5199873
6-931A-4291-8B3E-48471256CBD5/DSC06228.jpg