Etisalat's project second part

Etisalat's project second part - New target market In this...

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New target market In this survey we will be targeting upper middle class Egyptian families, it was conducted on a sample of 50 people, 25 of whom were female and the remaining 25 were male. The age range covers married couples with ages averaging from 41 to 55 and their offspring with ages less than 25. These represent educated professionals who gross approximately 5000Egyptian Pounds per month. All the above represent Demographic variables that were easily obtained. Moreover, as all the participants belong to the greater Cairo region, no Geographic variables are at play here. Age <25 50% 25-40 4% 41-55 46% <25 25-40 41-55
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Engaged 2% Single 50% Married 48% Engaged Single Married Status 2,000-4,000 8% 4,001-6,000 22% 6,001-8,000 18% >8,000 52% 2,000-4,000 4,001-6,000 6,001-8,000 >8,000 Family Income/Month
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Problem Statement
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Problem Identification According to the survey carried out we were able to identify certain problems. Although Etisalat provides the best service rates, still subscribers are reluctant to switch to it. This may be attributed to the initial backlash of bad brand image caused by the customer complaints as a result of poor network coverage. This, coupled with poor advertising, as seen from the survey, seem to cripple the company in spite of its moderate performance in the areas of consumer service and availability. Etisalat therefore must not only enhance network coverage but address the poor standard of its brand image and advertising campaigns.
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2.5 4.6 4.2 4.5 4.5 4.6 4.2 2.4 3.1 2.2 3.2 2.3 4.1 3.2 3.8 4.9 4.7 4.5 0 1 2 3 4 5 6 Price Quality of network Quality of customer services Brand Image Availabilty Advertising Mobinil Vodafone Etisalat (1:being very poor 5:being excellent) Marketing
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Goals And Objectives
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Objective The objective of this study is to lure 5% of the high value subscribers annually from competitive companies to Etisalat. This can be achieved by enhancing the brand image through improved network coverage coupled with an aggressive advertising campaign that is found appealing by the Egyptian public.
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Current Product Etisalat Menu Now you can enjoy the “Etisalat Menu” where you can get a list of valuable and variable services; such as the daily weather forecast, prayer times, top downloads, call me/recharge me and list of the latest promotions. This menu is accessible even while roaming with most operators . To access the Etisalat menu, simply dial *100# (from left to right) and the list of available services will be displayed on your mobile. To move forward with any choice in the menu, all you need to do is press the Call button. Simply input your choice number and confirm by pressing Send . You don’t have to have any previous settings to use the menu. Try it NOW. It's free of charge ! How do I use it
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This note was uploaded on 10/22/2011 for the course SOCI 122 taught by Professor Kamal during the Spring '11 term at Georgia State University, Atlanta.

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Etisalat's project second part - New target market In this...

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