Table of Contents Introduction: ............................................................................................................................... 3 Mission Statement: .............................................................................................................................. 3 Vision ..................................................................................................................................................... 3 Objectives and Strategies ................................................................................................................... 3 Problem Statement .............................................................................................................................. 4 Market background ............................................................................................................................ 5 Market Analysis: ................................................................................................................................................ 5 Internal Analysis ................................................................................................................................................ 5 External Influences ........................................................................................................................................... 5 Competitive & Comparative Analysis ............................................................................................ 7 Situational Analysis (SWOT) ............................................................................................................ 7 Strengths ............................................................................................................................................................... 7 Weaknesses .......................................................................................................................................................... 7 Opportunities ...................................................................................................................................................... 7 Threats .................................................................................................................................................................. 8 Research recommendations: ............................................................................................................. 8 Integrated Marketing Communication Plan: ...................................................................... 9 Target Market ...................................................................................................................................... 9 Top line goals: ...................................................................................................................................... 9 Brand Analysis & Recommendations ............................................................................................. 9 Marketing Communications Mix .................................................................................................. 10 • Social Media/Online Promotions Plan ............................................................................................. 10 • Promotion Plan ........................................................................................................................................ 11 Public Relations Plan ................................................................................................................................... 12 Conclusion: .............................................................................................................................. 14 Recommendations ............................................................................................................................ 14 Measureables ..................................................................................................................................... 14 Conclusion .......................................................................................................................................... 14 Advertising Plan to be handed in October 29, 2012. Appendices • Appendix A – CWTA 2012 subscribers • Appendix B – CWTA 2011 subscribers • Appendix C – Competitor Analysis – Rogers and TCC • Appendix D – Tactics, Timeline and Budget • Appendix E - Wireless Subscriber and Revenue Market Share • Appendix F – Rogers Article • Appendix G – Public Analysis Chart 2 Introduction: Bell Mobility is a subsidiary of Bell Canada Enterprises (BCE), Canada's largest telecommunications company. Bell Mobility was actually the first in Canada to establish a cellular network and continues to provide consumers, businesses and organizations of all sizes with solutions to all their wireless communications needs through Bell Mobility, SOLO and Virgin Mobile Canada Mission Statement: To delight. Simply put, that’s their mission: To delight customers with the products, services and customer support that Bell provides to customers every day. Vision • To bring outstanding products and services that help with daily life; • To provide products and services that are wanted by customers; • To remember that technology can be fun, and excite with creative and useful new product innovations; • To ensure that pricing information is presented clearly; • To be helpful and courteous in the customer’s dealings with Bell; • To be accessible to customers through the medium of their choice, whether it be online, in-store or by phone.1 Objectives and Strategies To be recognized by customers as Canada’s leading communications company. Bell is making significant investments in developing and delivering the most innovative communications and media services to Canadians. In that way, we will continue to create value for our shareholders and rewarding careers for our team members, while ensuring we have the financial strength to fulfill our Bell Let’s Talk charitable commitment to mental health and multiple sponsorship programs across the country. Our goal is focused around 6 Strategic Imperatives: • Accelerate wireless • Leverage wireline momentum • Expand media leadership • Invest in broadband networks and services • Achieve a competitive cost structure • Improve customer service 1 Source: http://www.bce.ca/aboutbce/bellcanada/wireless/ 3 By executing these imperatives, we will continue to achieve our primary business objectives to profitably expand our customer base and grow revenues, operating income, free cash flow and return on our invested capital. Problem Statement Bell currently provides the largest wireless network coverage in Canada; however, it is currently only the second largest mobile provider in Canada. They are losing their subscriber base and market share major competitors as well as to new and accessible wireless providers. Bell Mobility would like to increase their numbers of new subscribers (new to the wireless network and from other existing providers) while retaining their current customers. Over a one-year period, Bell Mobility would like to increase their market share by 5%. They can achieve this by providing an incentive for customers to switch providers, providing competitive rate plans, as well as a referral incentive for existing customers. 4 Market background Market Analysis: In order to fully understand Bell’s position in the market, it is first important to understand the wireless market as it stands for telecommunication’s service providers (TSPs). According to the CRTC 2012 Communications Monitoring Report, there is currently a network provided to 99% of Canadians2. The wireless market sector consists of three large facilities-based national wireless service providers (WSPs), and a number of smaller regional facilities-based WSPs. A number of new facilities-based WSPs have recently entered the wireless market sector whose mobile services are accessible to 55% of Canadians. There is, therefore, a constant growing market for new and existing WSPs. Bell Mobility is currently losing subscriber and revenue market share therefore needs a new incentive with which to attract new customers and keep their current ones. Internal Analysis Currently, Bell Mobility has a very strong and recognizable brand image. It is also the second largest mobile provider despite having the largest network coverage in the country. Even though Bell currently has two popular mobile provider subsidiaries, SOLO and Virgin Mobile Canada, through all three distributors, Bell Mobility offers a large range of products and services, and continues to be the first to provide new networks, such as the new 4G-LTE wireless networks. Bell has received criticism for its inconsistent customer service provided. Many customers find the need to cancel their contracts and switch to other providers, as they do not receive the service they desire and now have access to no-contract, competitive rates with other providers. External Influences Competitors: • Bell’s major competitors are Rogers and Telus, with increased market share being lost to new WSPs, such as Wind that offer no-contract, competitive, and often lower, plan rates Demographics: • The number of new subscribers to mobile providers are constantly increasing Geographic: 2 Source: see Appendices A and B http://www.crtc.gc.ca/eng/publications/reports/policymonitoring/2012/cmr2012.pdf 5 • Consumers looking for best rate plans to keep in contact with a large range of contacts located from coast to coast Social