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SMART: V1 who to serve for the Telenor Group ?

SMART: V1 who to serve for the Telenor Group ?. SMART STEER CO. MEETING || INTRODUCING THE SEGMENTS. Introducing the six consumer segments initially points to the fact that only two segments stand for two thirds of revenue in the market…. QUALITY ORIENTED. COMMODITY ORIENTED.

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SMART: V1 who to serve for the Telenor Group ?

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  1. SMART: V1 who to serve for the Telenor Group ?

  2. SMART STEER CO. MEETING || INTRODUCING THE SEGMENTS Introducing the six consumer segments initially points to the fact that only two segments stand for two thirds of revenue in the market… QUALITY ORIENTED COMMODITY ORIENTED INTEGRITY & QUALITY SMART DEAL & TECHNOLOGY IMAGE & QUALITY 1 2 3 4 5 COST & IMAGE 6 SOURCE: MAP, Telenor Group NOTE. Distribution in market is based on 5,6 mill. people 2

  3. TARGET SEGMENTS PRIMARY SPIN OFF SMART STEER CO. MEETING || STRATEGIC RESOURCES & SUM UP Recommended segment mix in Telenor portfolio will cover 90 % of the market and overlap on the most exposed segment VALUE PROFILE TELENOR 1 3 6 5 4 INTEGRITY & QUALITY IMAGE & QUALITY SMART DEAL & TECH COST FOCUSED QUALITY ORIENTED NONE CBB BIBOB SOURCE: Team analysis

  4. SMART STEER CO. MEETING || TELENOR; WHO TO SERVE SEGMENT The Quality oriented segment don’t mind spending a little extra 1 DEMOGRAPHICS 52YEAR-OLD 47% 53% Family with older children 18 % of the population Middle/high income 38 % of market Province/city VALUES BEHAVIOR LATEST PHONE Mobile data 58% • I´m oriented towards nature and happy pay more for environmentally friendly products • I place high importance on elegance and aesthetics • Good customer service is significantly important 54% Voice 22 min/day SMS 7/day 25% PSTN 68% 10% High involvement 18% WEB Retail SOURCE: Telenor MAP

  5. SEGMENT ONE ATTRIBUTE IMPORTANCE (FITS & GAPS) SMART STEER CO. MEETING || TELENOR; WHO TO SERVE SEGMENT Strong match between Telenor´s profile and the Quality orientedtop drivers of choice makes a solid base for attracting the segment 1 Attribute importance (relative to market) is listed clockwise – starting at 12 0’clock • Especially in service areas Telenor has a solid base to match the segments needs TELENOR SEGMENT 1 SOURCE: Telenor MAP

  6. ATTRIBUTE SCORE (COMPARISON TO TOP THREE COMPETITORS) SMART STEER CO. MEETING || TELENOR; WHO TO SERVE SEGMENT OWNERS* SEGMENT Although Telenor has a fair share of segment one, competitors profiles have even stronger fits on hygiene factors 1 Segment one attribute score on hygiene factors (share of customers). Attribute absolute importance is listed clockwise – starting at 12 0’clock Telenor 21% 3 Telia 8% TDC 14% Other 30% 28% Quality oriented According to complementary data from Pricing project Telia has build stronger NW perception. Supposable due to massive media spend and communication of 4G NW SOURCE: Telenor MAP & Data from Pricing project, 2012 NOTE: * Measured in sim share

  7. SMART STEER CO. MEETING || CBB; WHO TO SERVE SEGMENT The youngest segment, called Cost and image has a distinct profile in terms of price focus and online shopping behavior 6 DEMOGRAPHICS 29YEAR-OLD 49% 51% Young family / single 19 % of the population Low income 11 % of market City VALUES BEHAVIOR LATEST PHONE Mobile data 48% • Social status is important to me and I like when others look up to me • I'm first with the latest and I always know what is new and hip • I will always go for the cheaper product cause price is most important 23% Voice 8 min/day 59% SMS 7/day PSTN 36% 3% High involvement 13% WEB Retail SOURCE: Telenor MAP

  8. ATTRIBUTE SCORE (COMPARISON TO STRONGEST COMPETITORS) SMART STEER CO. MEETING || CBB; WHO TO SERVE SEGMENT OWNERS* SEGMENT Price is the only significant telecom driver of choice; Due to strong attractive value profile and large share in customer base the segment will serve as the target segment 6 Segment one attribute score on hygiene factors (share of customers). Attribute absolute importance is listed clockwise – starting at 12 0’clock 10% 3% CBB Onfone 28% Telmore Other MNO´s Other MVNO`s 36% 24% Cost & image SOURCE: Telenor MAP NOTE: * Measured in sim share

  9. SMART STEER CO. MEETING || CBB; WHO TO SERVE SEGMENT The Image & quality segment is immensely data and handset oriented 5 DEMOGRAPHICS 30YEAR-OLD 56% 44% Before / young family 17 % of the population Low income 30 % of market City VALUES BEHAVIOR LATEST PHONE Mobile data 84% • Products with technical innovations are exciting and important to me • I like when others look up to me and being the centre of attention • Thrills give me the feeling of living more intensely 39% Voice 20 min/day 44% SMS 10/day PSTN 32% 6% High involvement 37% WEB Retail SOURCE: Telenor MAP

  10. SEGMENT FIVE ATTRIBUTES (FITS & GAPS) SMART STEER CO. MEETING || BIBOB; WHO TO SERVE SEGMENT Gaps on important attributes initially addressed in the rebranding of Bibob. Attributes reflects former Bibob brand strategy before March 2012 5 Attributes relative importance is listed clockwise – starting a 12 0’clock. • Implemented web shop in October 2012 • Introduced instalment plans in October • Introduced content bundling in June • Introduced CRM program in April • Followed Oister on data price most of 2012 • Increased data speed to 32 Mbit/s BIBOB SEGMENT 5 SOURCE: Telenor MAP

  11. ATTRIBUTES (COMPARISON TO STRONGEST COMPETITORS) SMART STEER CO. MEETING || BIBOB; WHO TO SERVE SEGMENT OWNERS* SEGMENT No single competitor owns the segment in terms of segment market partly due to the extreme switch probability (~37%) 5 Segment one attribute score on hygiene factors (share of customers). Attribute absolute importance is listed clockwise – starting at 12 0’clock 2% BiBoB 14% 3 15% Telmore Telenor 15% TDC Telia 16% Other MVNO´s 19% 17% • Competing head to head with larger competitors in terms of market share BiBoB is challenged on NW and Trustworthiness perception Image & quality SOURCE: Telenor MAP NOTE: * Measured in sim share

  12. SMART STEER CO. MEETING || STRATEGIC RESOURCES & SUM UP With recommended segment mix the Telenor brand portfolio targets ~80 % of revenue share; Covering a broad mix of consumer values E SHARE OF REVENUE STRONGEST COMPETITORS Thrill & Entertainment Fair Prestige QUALITY ORIENTED 1 38 % TDC Vitality Nature Classic Carefree Purism Tranquil Clanning Cool& Trendy 5 IMAGE 6 QUALITY 30 % SEVERAL ̶ + Security Service Innovation/ Protech Smart shopping Quality Personal efficiency 6 TELMORE COST FOCUSED 11 % Proven Total cost Customized R SOURCE: MAP, Telenor Group

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