Olusegun Oyeneye

(Student No. 190791)

MBA 2017

MARKETING MANAGEMENT

Assignment

MKT (MBA)

Due Date: 31st October 2017

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 MARKETING PLAN
Customers are key ingredient to the growth of a business and for a business to thrive, it needs
to find a means of retaining customers by recognizing the value of marketing. A marketing plan
is as important as a business plan. This plan is designed to provide a road map for the
organization when it comes to the advertising and promotion efforts for the coming year or for
the line of action. A good marketing plan must include situation analysis, great evaluation of the
target audience, setting up marketing goals, strategies and tactics using the marketing mix, and
budget breakdown. A good marketing plan assists the business in connecting with the target
audience and also improve customer base and ultimately increase revenue. The major goal of
marketing is to attract customers and also ensure their retention. It is very rare for intending
customers to walk into a shop or visit a website to purchase a good or service if they are not
aware or don’t know the service provider, the service or product you want to buy and why you
can be chosen over the competition. With the help of marketing, it helps analyze how building
brands is an important aspect of developing business and fundamental questions for business
should be “What are the needs of the businesses target customers?”, “how do the competition
meets the needs of the target customers?” and how can the business help the target customers
understand why the product and services. Advantages of coming up with a marketing plan is the
insight it gives the business to focus her resources and plan for the growth of the business.

Service to Expand into International Market: Telecomms service- AIRTEL Access Money
Product (AAMP)
Target Country: Brazil
Reasons for Choosing Brazil
The introduction of mobile money or mobile payment system in Brazil is a beacon of hope for
numerous low and middle-income Brazilians, who are presently requesting for better services
from their government according to Tellez-Merchan 2013. Currently the telecommunication firms
operating in Brazil are yet to develop a service offering that allows their consumers to use mobile
money in transacting for their businesses and payment of bills. This provides a window of
opportunity to take a first mover advantage in the country. There is an increasing use of online
payment for goods and services globally and the introduction of AIRTEL Access Money Product
(AAMP) into the Brazilian market will stimulate consumer’s interests in the service.
About the Company
Bharti Airtel Limited is a prominent and global leading telecommunications company with
operations in 20 countries across the Asia and Africa with their Headquarters in New Delhi, India
and the company is one of the top 5 mobile service providers globally based on subscribers.
The company offers product such as 2G, 3G and 4G wireless services, mobile commerce fixed
line services, high speed DSL broadband, IPTV, DTH, enterprise services which includes
national & international long distance services to carriers. The company currently boasts of over
307 million subscribers across its operation at the end of November 2014.
According to Wikipedia, Airtel was named India's second most valuable brand in the first ever
Brandz ranking by Millward Brown and WPP Plc. Airtel is the largest service provider of mobile
telephony and the second largest provider of fixed telephony services in India, and also a
provider of broadband and subscription television services. It offers it telecommunications
services under the “Airtel” brand and the company is headed by Sunil Bharti Mittal. The
organization asserts of a mission to deliver a positive impact on society and stakeholders in the
present and in time to come, by investment in communities through corporate social
responsibility to help maximize their potentials as well as their responsibilities to family also
finance the education of underprivileged children.

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Report Objective
With this massive portfolio stated above, the company is planning to extend its tentacles to a
broader international market and the first continent we are targeting is South America and the
country there is Brazil. The company is targeting Brazil and the service we are introducing in the
target country Brazil is the Airtel Money.

Background Information on the Company and Service

Airtel has the directive of delivering affordable and innovative mobile telephony services to all.
Through this mandate, Airtel has offered various solutions for voice, data and also they are
introducing a mobile commerce service called Airtel Money and this enables the intending
customer to use his/her mobile phone on the Airtel Network to send and receive money across
various banks, instantly recharge airtime, send airtime to loved ones or customers, easy means
of paying utility bills, goods and services. The service can also be linked to the customers; bank
account such that that on the customer’s Airtel Money Account, there is a virtual wallet which
gives the customer the power to make deposits, from the wallet to various bank accounts and
from bank accounts to the wallet, easy access to cash also through a means called card-less
withdrawals from partner banks automated teller machine (ATM). This service is a 24 by 7
service that can be services all with just an Airtel phone number. This product is already available
in 16 countries in Africa and it allows existing subscriber use it in any of the 16 countries with the
Cross Border Money Transfer option.
On the other hand, the organization (Airtel) is aware that the current trend of mobile telephony
in second and third world countries has ascended and it is also birthing various value added
solutions such as e-learning systems and payment platforms that are deployed on mobile
devices. These have the competence to alter the terrain of monetary and banking transactions.
The use of smartphones is widespread and even a smartphone is more vital in these type of
countries nowadays and this is a huge difference to the traditional financial services such as
bank accounts and savings. Due to this circumstance, mobile payment is believed to be a major
player in the improvement of financial service system and this new generation solution has
opened up doors of opportunity for reduction of costs of services that are provided to the
financially deprived in the nation (Alampay & Bala 2010; Duncomb & Boateng, 2010).

For better understanding of this concept we are trying to introduce in Brazil, it is helpful to define
from the beginning few key concepts. First of these concept is money and money is conceived
by its main function of mans of payment for goods and services and so, it is equal to having a
credit balance or a legal access over goods and services offered by service providers. Cash is
the legal or national paper money or legal tender. Digital currency or e-money is a computer-
based deployment of money or payment system. Following suit, mobile money is a method of
payments consisting in airtime transfers, paying bills, paying merchants and cash transfers.
According to Mulasa (2014), the global mobile money/wallet market is forseeable to reach $5
Trillion by 2020 growing at a compound annual growth rate (CAGR) of 127.5% from 2013 to
2020. As at 2014, Mulasa predicted that two in five Americans will use mobile wallets by 2017.
In 2016, Samsung revealed its Samsung Pay service has be deployed in Brazil, getting officially
ahead of Android Pay (originally known as Google Wallet) and Apple Pay. Google, responsible
for Android Pay, has no timeline for the arrival of the service in Brazil. There are unconfirmed
news reports that MasterCard is looking to support Apple Pay in the country before year-end,
although people who have set up Apple Pay accounts overseas are often able to use the service
in Brazil. International newcomers will face an uphill battle against the many challenges that
locals are used to. Notwithstanding significant growth in financial inclusion in recent years, 32
percent of Brazilians older than 15 are still unbanked, according to the World Bank’s Global
Findex 2014 report.

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Content to be covered in the Report
The marketing plan report will cover areas such as
Introduction,
Situation Analysis,
Marketing Strategy,
Marketing Mix, and
Implementation and Control

SITUATION ANALYSIS
For an organization to know her present status, detailed attention must be paid to the past status
and its future status. Operations cost, revenues generated and profits gained must be analyzed
for the longer-term period. It is best practice to do a comparative analysis of the development of
the organization with that of top competitors. It is also appropriate to investigate the improvement
of similar products and services with that of the competition. An analysis of the results achieved
is performed for the company as a whole, or also according to individual market segments. A
detailed analysis of the results achieved helps in setting a marketing plan.
Situation analysis refers to a collection of methods that managers use to analyze an
organization's internal and external environment to understand the organization's capabilities,
customers, and business environment (Dictionary of Marketing Terms, 2008). The situation
analysis consists of several methods of analysis: The 5Cs Analysis, SWOT analysis and Porter
five forces analysis (Steenburgh & Avery, 2010). A Marketing Plan is created to guide businesses
on how to communicate the benefits of their products to the needs of potential customer. The
situation analysis is the second step in the marketing plan and is a critical step in establishing a
long term relationship with customers (Steenburgh & Avery, 2012).

The analytical framework that is best for this product in Brazil is the 5C Analysis. In order to
lucratively fulfill customers’ necessities, Airtel must understand the external and internal situation
and these includes the customer, the market atmosphere and the capabilities of the organization
and for the organization to stand the test of time, the organization also needs to forecast trends
and development in the dynamic environment which it operates. The 5C analysis helps access
all the five key areas which is pertinent to marketing decisions. The 5C analysis is a revamped
flavor of the 3C analysis (company, customers and competitors) and the revamped is climate
and collaborators.

5C ANALYSIS OF MOBILE MONEY/MOBILE PAYMENT PLATFORMS IN BRAZIL

Company

According to Wikipedia, Airtel was named India's second most valuable brand in the first ever
Brandz ranking by Millward Brown and WPP Plc. Airtel is the largest service provider of mobile
telephony and the second largest provider of fixed telephony services in India, and also a
provider of broadband and subscription television services. It offers it telecommunications
service s under the “Airtel” brand and the company is headed by Sunil Bharti Mittal.
This product is already available in 16 countries in Africa and it allows existing subscriber use it
in any of the 16 countries with the Cross Border Money Transfer option.

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Customers
The customer target is basically every mobile phone user in Brazil and due to the high rate of
crime in the favelas and metropolis of Brazil, consumers are weary of moving too much cash and
getting robbed, while merchants prefer not having a cash register full of notes and becoming
targets of crime. Withdrawing cash has also become trickier. Owners of gas stations and
supermarkets often decide against installing ATMs on the premises because these are regularly
exploded with dynamite, particularly in smaller cities, where police forces are less prepared and
take longer to reach the scene.
On the other hand, regular POS machines are often unaffordable to many small businesses.
This has led to the availability of many options of card readers that work in combination with
Bluetooth-equipped smartphones and high-speed internet connections (3G/4G or Wi-Fi service)
for a fraction of the cost. According to Open mobile Media.com A simpler and cheaper card
reader seemed a good idea to Bruno Nascimento Ferreira, who along with his extended family,
sells caipirinhas, fried shrimp and other refreshments from a stall on a beach in Bertioga, 120
km (75 miles) away from São Paulo. They were paying 180 reais per month for renting a wireless
POS machine, plus MDR fees on every transaction, but 20-year old Ferreira researched
available options and convinced the family to switch to the Ingenico machine. It charges just 29
reais in monthly rent, but has no internet connection, relying on the user’s smartphone via
Bluetooth and the Mobile Rede app, which is backed by Banco Itaú.“It pays off in terms of cost
and there is no need to have a corporate bank account,” said Nascimento, mentioning another
point of concern for small entrepreneurs, who often need payment options that transfer the
money to a personal bank account. “Other people who sell stuff on this beach, such as
magazines and cosmetics, are using the same system,” he added. Now, there are dozens of
card readers being offered to small businesses in Brazil for as low as 10 reais per
month. Competition is fierce, but revenues earned regularly from subscriptions are enticing.
“Connectivity is a great deal. Services that provide monthly fees are gold,” said Wyless TM Data’s
Orihuela.

Competitors
For competitors of the mobile payment platform in Brazil is Paggo, our market research shows
that Paggo was specifically tailored for the high class market and it is finding it hard to spread its
tentacles to the critical mass or large scale users regardless of the fact that it has more than 8
years of operation in Brazil (Mariscal & Flores-Roux, 2010). And if Airtel introduces a specially
designed model of a mobile banking and payment solution for the low-income earners, there
would be a rapid change in the mobile banking system in Brazil and will also capture a large
mass of users across the country.
Currently Brazil has similar system like the Conditional Cash Transfer (CCT) program and the
BolsaFamilia Program (BFP) which has over 13 million families being catered for by the
government social payment scheme and this has attracted the interest of the international
investors (Lindert et al., 2007). The success of BolsaFamilia was based on the application of the
corresponding banking network (Diniz et al, 2012; Kumar et al. 2006) Meanwhile 70% of all of
the BolsaFamilia payments (Banco Central, 2011) are made through this channel. In practice,
CaixaEconômica Federal (CEF), the public bank hired by the Ministry of Social Development
(MDS) to carry out the BolsaFamilia program (BFP) payments through its correspondent banking
network, built in partnership with all types of organizations (post offices, lottery shops,
pharmacies, small grocery stores, supermarkets, real estate offices, and microfinance
institutions) and working in areas with little or no access to traditional banking channels. This
program serves millions of families and if there is a successful experience of delivering the BFP
through a mobile payment platform, it would create one of the biggest users for this type of mobile
application in the world. According to Brandão, (2011), the statistics of the average payment
ticket and the total amount paid monthly, BFP makes almost 13 million transactions per month.

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Climate

To fully understand the business climate and environment, many factors that can affect the
business must be researched and understood. An analysis on the climate of Brazilian
environment is based on their Political and regulatory environment, Economic Environment,
Social/cultural environment and Technological analysis which stands for PEST.

Brazil has had a stable political environment among the South American countries in recent years
and this is one factor that determines success of a business plan. Political stability is a key factor
to the attainment of the plans made by firms especially in international marketing and the political
state of Brazil give the company leverage to introduce the product into the country. Regulatory
environment of Brazil on the other hand is investment friendly as evidenced in some of the
business regulations policies put in place by the government in recent years. An Analysis Brazil’s
regulatory environment shows how active the government regulates the market with their policies
and the positive effects it has on the production, distribution and sale of the goods and services
in the country. This makes Brazil an investment option for this marketing plan. The Brazilian
economy like many other economies has had to struggle with the global depression. The
economy has just recovered from recession posting positive GDP of 2.55% which is a sign of
growth in the micro economic and macro-economic indices of the economy. The country has a
low inflation rate and has a stable exchange rate in the international market. Brazil has favorable
social/cultural trends. The countries demographics in terms of population are high, largely
educated populace and diversified culture. This makes the country a good destination for
international marketing. An analysis of technology helps improve on old routines and suggest
new methods for being cost efficient. To stay competitive and gain an advantage over
competitors, businesses must sufficiently understand technological advances (Verganti, 2012).
Available statistics shows that Brazil is a technological inclined country with basic infrastructures
that will support the successful introduction of the proposed product/service to the country.

Collaborators
This is a group of people who work jointly on an activity or project. And for this project the
collaborators are the mobile platform providers such as google for android phones, apple for IOS
(these are the major stakeholders in the mobile phone market all across the world). Retailers
such as Companhia Brasileira de Distribuicao, Carrefour Comercio e IndustriaLtda, Wal-
MartBrasilLtdaetc, Payment Providers such as Visa, Master Card, Interswitch, Nigerian Inter-
Bank Settlement Systems (NIBBS), Mobile Network operators such as Vivo, TIM, Claro, Oi et al.
Banks like Banco Bradesco, CaixaEconomica Federal, Banrisul and Software Startups and the
last collaborator is the Software Startups in Brazil such as GuiaBolso, Nubank and BankFacil.

Conclusion
The 5C analysis of the Brazilian economy shows that huge opportunity and prospect exist in the
economy for the expansion of AIRTEL Access Money Product (AAMP). Hence, the proposed
introduction of AIRTEL Access Money Product (AAMP) will give the desired results.

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MARKETING STRATEGY
A lot of time and effort is putt into the development and maintenance of a marketing campaign
which moves the intended audience. The common types of marketing objective is to increase
sales, build brand awareness, increase market share, launch new product and services, target
new customers as well as enter new markets locally and globally. A marketing strategy should
be based on the findings that targets business competitions, customers, market share and the
potential increase in market. The marketing strategy is the basic building blocks for a business’s
marketing plan and this is achieved by having a great understanding of the needs and wants of
the customers.

Segmentation
It is believed that firms do not have all the resources, capacity and capabilities to satisfy all
customers in the market customers do not have similar needs, preferences and they may even
seek different benefits from the same product. Therefore, segmenting the market in other to
serve an identified market segment using identified variables better and profitably becomes a
crucial marketing task in organizations. It is on this premise that the firm choose telecoms
service.

Targeting
The target market for the product/service is all Airtel mobile telephone users in Brazil. Airtel
Money is a mobile commerce service that enables customers to use your Airtel mobile phone to
do the following: Send and receive money across networks. Instantly top up your airtime and
also send airtime to someone else's phone. Make payments for utility bills, goods and services.
It also allows you link your bank account to your Airtel Money wallet and enables you to check
your account balances, deposit money from your phone to your bank account and from your
bank account to your phone, make card less withdrawals from partner’s ATMs. It is a 24 hours,
7 days a week service from your Airtel line. These unique features of the product make it safe
for the users of Airtel mobile telephones to use the new product for convenient transactions.

Positioning
This means to design the product and its marketing programme to emphasise attributes and
benefits that appeal to customers in the target segment and at the same time distinguish the
company's offering from those of competitors (Walker & Mullins, 2014:23). Positioning of
product/service offering is the act of designing an organisation's offering and image so that it
occupies a distinct and valued perspective in the mind of the target market, relative to competitive
products and services (Jooste, Strydom, Berndt & du Plessis, 2012:376). The product/service
will be designed in such a way that it will be easy to use, convenient to customers and reliable.
The positioning strategy that will be adopted for this service includes quality product/service,
effective supporting services, reliable channels, competitive price, and effective promotion
actions (advertising and sales promotion).

Value Proposition
This is the overall statement of value that the company intends to offer to its customers. Its shows
how the product being offered by the company differs from those of their competitors in terms of
quality, benefit, performance and price. The value proposition is to provide quality service that
will meet the needs of customers at all times in a convenient and reliable manner and to provide
services of value to customers so as to meet their aspirations.

Marketing Mix

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This is the traditional 4Ps of marketing which firms use to sell their products/services. The 4Ps
of marketing include product, price, place (distribution) and promotion.

Product Development
The product lifecycle has had much coverage over the past years but Moon (2005) provides an
interesting perspective that suggests by changing products’ positioning in the marketplace,
companies can propel their products backward or forward into the lucrative growth phase. The
product for the target market is new products in that market and it will go through product
innovations and improvements.

Price Strategy
Cravens and Piercy (2013:320) point out price is becoming a key part of how products are taken
to market. Pricing strategy specifies the role of price in the marketing strategy and the planned
actions regarding price. The purpose of pricing strategies is, in the main, to impact on positioning
in the market and to deliver superior value (Cravens & Piercy, 2013:319). To determine a pricing
strategy that will account for the many complexities, Cravens and Piercy (2013:324) recommend
the framework below
Set pricing objectives: to gain market position, achieve financial performance, to position the
product, to stimulate demand, and or to influence competition.
Analyse the pricing situation: understand needs and benefits, composition of product cost,
price elasticity, non-price factors, and volume effect on cost, competitive advantages, and control
over costs; and forecast using different scenarios.
Select pricing strategy: know how much flexibility exists; compare different pricing strategies
(high-active strategy, high-passive strategy, low-active strategy, low passive strategy); and know
legal and ethical considerations (price fixing, price discrimination, deceptive pricing, predatory
pricing).
The pricing strategy of this product will be value based pricing. This is based on the company
desire to deliver services that meet and exceed the expectations of customers. This strategy
ensures that only quality products/services are made available to customers and the price of the
services will be based on the value or benefit provided to the customers. This strategy is selected
ahead of competition based pricing because the product is the first of its kind in that market.

Distribution Strategy
Distribution Strategy indicates the strategy to be used for each distribution channel, including the
role of channel members, assistance and support provided, and specific activities planned. In
order to facilitate a better understanding of pricing and promotion it is appropriate to map the
channels of distribution from production through to consumption. Once these distribution
channels are understood (including the market segments that are being served in each part of
the channel) an opportunity to refine pricing and promotional strategies exists. However, the
distribution strategy for this product is through internet. The company will develop strong internet
services that are reliable and efficient so as to ensure that customers are able to access the
services as at when needed.

Promotion Strategy
The term promotion means to move something. In marketing, one needs to communicate his/her
product (offerings) to the target market in order to achieve organisational or individual objectives.
That is creating awareness to the target audience. Promotion can also be referred to as ‘promo’
tools, marketing communication mix and promotional mix. Promotion strategy has to do with the
planned integrated communication strategy and actions for advertising, publicity, Internet,
personal selling, and sales promotion.

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The promotional strategy for this product/service is advertising and sales promotion. This is
because advertising will help in the persuasion and conviction of the customers of Airtel at
different cities in Brazil while sales promotion will provides those incentives that are needed to
induce the customers to subscribe to the product/service. Advertising and sales promotion are
known to complement each other among all the promotional strategies that organizations use to
create awareness of their products. The AIDA model provided is in the promotion strategy and it
should be customized to the marketing strategies selected for a market segment (or brand)
keeping the trigger, access, engage principle as the integrating links.
Attention (cognitive stage - awareness and knowledge)
Interest (affective stage - liking and preference)
Desire (affective stage - conviction)
Action (behaviour stage - purchase)
Advertising
Advertising is any paid form of non-personal communication directed to a mass or target
audience through mass media (electronic, print, outdoor, audio visual) by an identified sponsor
(Eniola & Olutade, 2013). Kumar (2012) asserts that the message content of advertising must
demonstrate expertness and trustworthiness (target audience acceptance increases with the
expertness of the source and the ability of the audience to evaluate the product or brand, ie
determine trustworthiness. According to “source attractiveness theory” (based on psychological
research) the acceptance of the message depends on familiarity, likeability, and similarity:
Familiarity is the audience's knowledge of the source through exposure.
Likeability is the affection for the source's physical appearance and behaviour.
Similarity is the resemblance between the source and the receiver.

Sales promotion
Sales promotion is a short term incentive to induce a non-buyer to become a buyer and make a
customer to buy more. It can also be used to increase brand-loyalty (Eniola & Olutade, 2013).
Sales promotion employs promotional tools which vary with the class of sales promotion involved
which can be consumer, trade and sales force promotion.

The following six categories of consumer sales promotion are commonly used (Kumar, 2012):
Coupons; Premiums; Frequent buyer programmes; Contests; Samples; and Point-of-
purchase (POP) displays. In the case of trade sales the following categories are most common
(Kumar, 2012): Trade allowances (cash discount, quantity discount, seasonal discount);
Training; Free merchandise; Store demonstrations; and Business meetings, conventions
and trade shows. Kumar (2012) points out that advertising and sales promotion are more
important if:
The product has a low value; It is a standardised product; There are many customers;
The product is simple to understand; and Customers are geographically dispersed.

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