Systema Shyam Teleservices Ltd, MTS

Project Managed and initiatives

  • Fusion Marketing: After applying this in Arvind mills in the year 2006, I replicated this in MTS too. In Arvind Mills, my focus group was Xerox machine and office automation vendors, and in MTS, My target was laptop and computer selling outlets on Tilak road, Pune. We had tied up with them and place our promoters in-store as well as outside the store with promotable and branding, based on this reasoning that whoever buys a laptop certainly will lookup for an internet connection or Data card. A bundle offer with a computer will attract the customer and also a selling point for that particular laptop seller.
  • My Market Concept: Select the high activation market and create visibility, educate the dealers and engage them with activities such as a birthday or anniversary celebration with the sales team, promoters for lead generation, wall painting, street banners and cover all consumer touchpoints. I initiated this concept from Peth Area mobile market, which later became a part of the ABC calendar of Trade marketing for the entire MMG circle. Each month we select a few such markets with the help of the sales team under My Market concept.
  • I initiated this concept from Peth Area mobile market, which later became a part of the ABC calendar of Trade marketing for the entire MMG circle. Each month we select a few such markets with the help of the sales team under My Market concept.

Town Launch for MTS Voice, Feature Phone and Smartphones

  • Objective: To launch and promote MTS / create a brand recall value for the brand. Popularize brand among the TG, through various touchpoints. Influence the sale of the product.
  • Pre-launch plan: Identification of handset /recharge selling outlets. Educate retailers about MTS products /processes & services. Utiba mapping & stock placement. Visibility at retail via Signages ¤t offer POSM Create awareness in the town via auto-promotion.
  • Launch day plan: Create visibility in the town via street bannering. Van roadshow. Innovative semi-permanent branding at the top 10 Handset selling outlets. Entertainment act to create a buzz in the town

Shamiyana Activity:

This was the most successful lead generation and customer acquisition activity in MTS. It had Started from 2 small pilot activity in Pune – Yerwada and Fatima Nagar market and became so successful that once 66% of the MTS total marketing budget was given to this activity only. The concept was –
  1. To take the benefit of an aggressive pice model, which was affordable to lower-income groups.
  2. Instant Activation with the help of the service team
  3. Create a festive environment and a limited period offer.
  4. Other elements were – Photographer for passport size photo, photocopy machine, Shamiyana set-up, Anchor, leaflets, Auto announcement, street bannering, also promoted on cable tv a day before the activity.
    The objective was to provide handsets to a person if he just has a voter id card and Rs. 600 to pay for handsets.
Target customer – 1st-time user, lower-income group.
Result: One shamiyana Activity got 60 to 130 customers in a single day.
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