marketing strategy for Spice telecom with a focus on the less penetrated and unsaturated markets.

1. Opensource presents
A customer acquisition program for
SPICE MOBILE

2. Opportunity
There is a huge untapped market for mobile
products in Odisha. Lack of product
awareness, high price point and unplanned
communication are the hurdles that has kept
the reach of the products limited .

3. Scope
There is huge scope for Spice to explore the
market and acquire new clients. It can target
and focus on areas where its products has a
high chance of acceptability i.e in areas
where people have an income level that is
below the middle of the scale. Sub urban
settlements, sub divisional and block
headquarters and small towns can be
strategically targeted to acquire new clients

4. Strategy
The following steps should form part of a
broader strategy to tap the market
• Identification of the prospect zones.
• Studying the socio- economic profile as well
as the spending pattern of the people in the
area.
• Their access to different media channels
• Selection of right media mix.
• Developing compatible message.

5. Zones of operation
Unsaturated areas and areas having low
mobile density need to be identified as
potential zones of operation. Areas
underrepresented by competitor
brands, Areas where other brands put up a
cost barrier and areas where the impact of
the communication of your competitors is low
could be chosen as strategic locations to
launch your campaign.

6. Media planning
A successful campaign is contingent upon a
prudent use of media channels. Assessing
the reach and accessibility of various media
to different segments of target groups
, studying the pattern of response to previous
messages sent by your competitors and the
likely receptiveness to the type of messages
are important aspects to be taken into
account.

7. Engagement programs
To stay in news and ensure consistent recall
engagement programs are of utmost
necessity. The prospect must always feel
connected to your brand and for this
programs ,both micro and of macro scale
should be organized regularly. It has to be
interactive events where opportunities for
response generation from the side of the
audience is possible.

8. Types of programs
The programs should be constructed around
a popular theme or it should be so conceived
as to carry and embed the communication
proposition of your brand.
This may be an event involving the local
groups and could either be in an interactive
or a competitive format. The subject of the
discussion or interaction should invariably
allude to and align with your communication
message.

9. Our plan of action
We have developed these concept based
campaigns that could generate interest of the
target group because of its compatibility with
their interests and sensibilities

10. “Spice" for your joy
The concept will position Spice mobile as
another addition to a consumer‘s ingredients
of joy. Possession of a spice phone with all
its features would be presented as a cool tool
to simplify day to day tasks as well as an
enhancer of pleasure. Along with price, the
other differentiating features to be highlighted
are its comparative ease of use and its
commitment and concern for the common
people.

11. “Spice "and sports
Spice will try to identify with the exuberant
spirit of the youth and engage their attention
through activities that they would like. We will
organize a sports event where the
participants will be the youth associations
and clubs of the area who can be used as
carriers of your brand message to different
areas.

12. Spice for a cause
On identification of any problem, solution of
which could create a positive impression
about the solution provider, spice will identify
itself with that cause which may endear it with
people and create more opportunities for
interaction with the brand. The issue will be
identified prior to the launch of the program.

13. Promoting through events
Every region has some cultural festivals that
is unique and popular to the area. We will
find out such opportunities to develop
programs that would embed the theme and
customize messages that would subtly
communicated to the people ultimately
syncing your brand with the value of the
event.

14. Opensource presents
A customer acquisition program for
SPICE MOBILE