Rural Marketing Practices for Telecom Services
Nokia Siemens Networks, 2008
Nokia Siemens Networks, 2008
Project Brief
Nokia Siemens Networks, planning to increase its outreach among telecom service operators in South and South East, commissioned the research to understand rural marketing best practices for India, Indonesia, Philippines, Vietnam and Bangladesh. They wanted to explore the different market segmentation models that were existing locally, communication strategies that worked effectively in these geographies and additional insights around marketing and branding that their global team needed to adopt while developing creatives for these geographies.
Individual Contribution as Chief Analyst and Report Writer
Process
Market segmentation with corresponding income levels and other qualitative ownership criteria were developed for each of the countries based on existing market resources and census data. Specific characteristics that were helping or hindering telecom growth were earmarked for their possible long term impact. Local best practices in marketing were mapped with detailed examples from market leaders and challengers not just from these 5 countries but also from other relevant players in neighboring countries.
The report was extremely well received and was showcased in Mobile Mondays in Bangalore as well as in the Nokia Siemens Networks' internal corporate magazine and in a podcast that can be heard below.
Market Analysis and Consumer Segmentation
Consumer Interactions
Sample Strategies
“Thebest place to sell is in the fieldbecause the rural population of Indonesia is working in the field.”
– Marketing Manager, Kalbe Farma, Pharmaceutics
“Offerit in smallproportions so that it can be more affordable for the low income and rural market.”
“TheHaatbazars arethe ideal place to sella telecom product in the rural areas ofthe country.”
– Marketing Manager, Citycell
“Offerit in smallproportions so that it can be more affordable for the low income and rural market.”
– MarketingManager, Bangko Kabyan
Summary Report Sponsored by Nokia Siemens Networks
Nokia Siemens Networks Podcast: Rural Markets Rural with Saswati Saha Mitra and Stephan Martin.
Also available for free on ITunes.
