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The Marketing Plan Outline
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Nepal Telcomm Services
Internship Report- MBA
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History of Ncell
Ncell Private Limited was previously known as Spice Nepal Private Ltd., established in the year 2004
the license issued by Nepal Telecommunications Authority to operate GSM mobile services, both Paid and Pre-Paid in the country, and commercially launched its services on September 17, in Kathmandu and its vicinity. Today, 75 out of the 75 districts of Nepal are covered with Ncell.
It is gradually expanding its network coverage cover age in various urban, semi-urban and rural areas o
country. In many places, Ncell has been providing services to the subscribers by installing
using satellite equipments and network. Ncell is Group of Telesonera European Company.In C ompany.In M 2010, Mero Mobile rebranded to Ncell, followed by the change of the legal entity name from
Nepal to Ncell.Spice Nepal Private Ltd. was established in 2004 as the first private mobile operat
Nepal and launched its services under Mero Mobile brand in 2005. In October 2008, TeliaSo
acquired controlling interest in the company.Since its acquisition by TeliaSonera, Ncell has actively developing its 2G network. Coverage has increased from 40% to 90% of the population. Since
Ncell has had the best mobile network quality in Nepal confirmed by third party surveys and test
services were launched in late 2010. Currently, Ncell is the number one GSM operator in Nepa
over 8 million subscriptions (of which nearly 100% are prepaid) and around USD 300 million in a net sales. Ncell’s revenues h ave been nearly doubling on an annual basis.
Ncell is committed to continue investing in the future development of the telecommunic
infrastructure and services in Nepal and to contribute to the future prosperity of the country an citizens.
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Useful Not useful The population of Nepal, of which four in five people live in rural areas, may previously never hav
access to telecommunication services, will inevitably gain from increased possibilities to commun
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TeliaSonera has invested close to half a billion USD in Ncell since acquisition in 2008 and until mid-2
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Mobile communication industry in Nepal is still in its infancy. TeliaSonera is aware of the significan
it plays as well as the responsibility it has taken on in Nepal. Therefore it is committed to driving term sustainable development in the country.
Telecommunication Industry
A telecommunication system consists of three basic elements: a transmitter that takes informatio
converts it to a signal; a transmission medium that carries the signal; and, a receiver that receive
signal and converts it back into usable information. The world history of developmen
telecommunication is very long. But the history of telecommunication in Nepal is rather very you
compared to the history and culture of Nepalese people. Telecommunication was introduced wit
installation of open wire trunk telephone line between Kathmandu and Birgunj (a border tow southern Nepal) for the first time in Nepal around 1914 beginning of the First World War.
Until 2003, Nepal Telecom (NT) formerly known as Nepal Telecommunication Corporation (NTC) wa
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only state owned telecommunication company of Nepal. Using liberalization policy and involvin Unlock full access with a free trial.
private sector in a competitive environment for the development and expansion of telecommunic
sector in Nepal, then His Majesty's Government of Nepal's decision dated December 25, 199 Download With Free Trial
initiated the involvement of the private sector in the development of the telecommunication ser
Then, United Telecom Limited started providing services in 2003. NTC was converted into a P
Limited Company on April 14, 2004. Nepal Telecommunications Authority as an autonomous regul
body has been established on March 4, 1998 as stipulated thetitle framework of Sign up to within vote on this
Useful NotA.D. useful Telecommunication Act 1997 A.D. and Telecommunication Regulation 1997 Spice Nepal P
Ltd., popularly known under its brand name "Mero Mobile", now Ncell is the first private GSM m
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Hello Nepal
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Customers Perception
As of March 2012, the penetration rate in Nepal was estimated at 49.02% over a population estima around 29 million. Subscribers
Rank
Operator
Technology
Ownership
1
Ncell
GSM
7.463 (April 2012)
TeliaSonera
2
Nepal Telecom
CDMA, GSM
6.751 (April 2012)
Nepal Telecom
(in millions)
Brand attributes of Ncell Brand Identity
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Ncell center to the market as a first private mobile operator in Nepal offering its services unde
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brand Mero Mobile, from that time being it has develop positive image on customers m
The Ncell brand came up under the common brand image of the TeliaSonera companies. So it wa
advantage for Ncell to have preoccupied brand image of TeliaSonera in international market. To
positive brand image the product should have three main criteria like strong, favorable and unique
Ncell is found to be competent all these respect. The customers have been highly delighted fro
continuous quality services. Before the introduction of Ncell in the Telecom industry the customers
compelled suffer the poor service quality delivered by leading mobile operator NTC. The N
corporate values which are: being a pioneer in the market, reliability, agility in response to the mar
and consumers’ needs, social responsibility, and a deep and abiding aspiration to be an integral p
the country. Likewise, it has created uniqueness through the introduction of those services which
not been experienced in Nepal. For example, Ncell introduced itself as the first pr telecommunication company to provide GSM service in Nepal. Brand Differentiation
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Ncell claimed that they have clear network. Customers also perceive Ncell network as reliable. Nce Unlock full access with a free trial.
been able to differentiate it from NTC by positioning itself as superior network quality. Now NTC
also subscribe Ncell services for backup purpose. Likewise, Download With Freepeople Trial also differentia Ncell from othe brand having unique services which are still not been provided by other companies. Brand Objectives Ncell Nepal’s main objectives are:
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Not useful ofUseful monopoly Ncell has been introduced mainly with the objective breaking held by the
owned Telecommunication Nepal Telecom.
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Ncell is an excellent example of re-branding in Nepalese business arena. Initially it came up with b
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name “Mero Mobile”. Later after 2010 it came up with new brand name Ncell. The word
compromises of two words N- cell, the letter “N” stands for Nepal and cell stands for simply phone.
Logos
Hi-tech stone in rich purple color is its present corporate logo. This Hi-stone reflects the s
connectivity. The logo that has been used by Ncell in Nepal is the same logo used by its parent com TeliaSonera.
Color
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Unlock full access with a free trial. Ncell’s purple corporate color is very well -known in Nepalese Corporate sector. The purple co
energizing and inspiring, it reflects the creativity, passion and reliability with which Ncell will contin
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serve its customers. This can be taken as one of the excellent example of company trying to c brand identity through its corporate color in Nepal.
Sound
Sign up to vote on this title The music/sound used in Ncell TV, Radio advertisement is catchy and touching that customers useful Useful Not so
recognize or recall the brand whenever they heard it in TV or Radio advertisement.
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The Marketing Plan Outline
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card
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can
be
spent
of 8
on
any
Mero
Nepal Telcomm Services
Internship Report- MBA
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Mobile
voice,
data
or
value
added
se
The campaign message is clear: Customers share the Mero Mobile experience with their friend
families. People to talk to each other and Ncell take great pride in providing them with the netwo do this. Lucky Draw Campaign
Ncell launched a lucky draw campaign for its entire subscriber from August 27, 2 010. The campaign Dial 9090 is a simple lucky draw program where any Ncell subscriber can participate by dialing
Once dialed, the user will receive a registration code through SMS which the user has to keep saf order participating. Live lucky draw was be broadcasted every Friday on Kantipur TV at 9pm. The campaign was run for a period of 10 weeks. Each week, 5 participants won one weekly prize
The weekly prizes were LCD TV, Motorbike, Laptop, BlackBerry Smartphone and tour pack
Thailand for two. At the end of the campaign, two participants won bumper prizes in addition t weekly prizes. The bumper prizes were: Hyundai Santro Car and Rs. 10, 00,000 .
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The consumers who called but still didn’t win any prize got their money back on their bonus accoun Unlock full access with a free trial.
My 5 Campaign
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Leading telecom service provider Ncell has introduced yet another attractive scheme “My 5” w
enables customers to make calls at cheaper rate. The scheme will come into effect from F
(December 28) onwards. Under this scheme, customers can select five Ncell number at only 99 Pais minute exclusive of tax.
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Useful Not useful New subscribers acquiring Ncell’s SIM card under Sajilo tariff at Rs. 99 will get main balance of Rs 5
bonus balance Rs 49. The selected numbers for My 5 scheme can be changed anytime for wh
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Under the offer, customers buying Samsung Galaxy S4 can avail 1GB data for three mont
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freebies. If Samsung S4 buyers already hold Ncell sim, they can instantly activate and start usin Ncell data service on the new device. Activation can be done through SMS, IVR or In case they do not possess Ncell sim, they can collect Ncell sim and activate the offer for free by up due registration form, and showing the voucher in any Ncell Centre. The sim thus received will Sajilo
The offer is being provided under a campaign named Ncell Loaded, which Ncell launched recen
assure that the device with ‘Ncell Loaded’ logo has Ncell sim and enables the customer to enjoy N
quality
voice
and
fastest
data
ser
Ncell has committed to tie up with smartphone devices so that their customers could enjoy sea
surfing experience. This offer on Samsung S4 is our move towards fulfilling that commitment,”
corporate communication expert of Ncell Milan Sharma. Buy one, get one free campaign
Ncell has started a new campaign ‘Buy One - Get One Free’, under which Ncell mobile data users b
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any monthly data pack can now enjoy the same volume of data for free. The offer launched unde Unlock full access with a free trial.
campaign is applicable to all types of monthly data packs that Ncell provides, such as 10MB, 4
100MB, 300MB, 500MB, 1GB, 5GB and 10GB. Hence, customers Download WithifFree Trial buy 100MB monthly data unde
new campaign, they will get another 100MB for free. The new campaign will last for 45 day customers must use the service received within a month. Ncell sanga sabai danga
Sign up to vote on this title Ncell, the largest mobile service provider in the country, has been awarding attractive Useful useful prizes to its Not
customers each week under the campaign "Ncell Sanga Sabai Danga." Ncell on Monday announce
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Only prepaid customers who have been using their Ncell SIM for six months or more are eligible t
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this service when their balance reduces to Rs. 2 or less. When the customer recharges his/her ba
the next time, along with the loan Rs. 20, a service fee of Rs. 2 (exclusive of tax) will be deducted
the new balance. If the recharged amount is less than Rs. 20, the entire balance will be deducted
the remaining credit and service tax shall be deducted upon the next recharge. If the customer doe
recharge the balance after using the service, s/he will still be able to enjoy incoming services but w be
able
to
request
for
another
Saapati
until
the
previous
credits
is
cle
The service can be availed by the customer at anytime of the day and as many times as one wishe
to do so one must have cleared the previous credit and service fee before requesting for an Saapati recharge.
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