Dialog GSM Is A Major Player In Telecommunication Marketing Essay

Marketing mix is a tool to achieve organisation mission, objective, and other benefits with that organisation satisfy their customer needs, face competition etc.

Marketing Mix is used differently between different target markets. For service sector marketing tools include another 3 elements, which are,

People

In a service sector organisation is not providing goods therefore organisation tends to provide a quality customer service. The organisation staffs are the key factors in service organisation.

Eg: Express common culture

Process

Process is expressing that organisation working effectively. And attract customers’ through a fast service.

Eg: In a bank, sending new credit card automatically when old credit card expired

Physical Evidence

Physical evidence is a tool to customer to judge about the organisation through outlook of the overall service.

Eg: Packing

Dialog

Dialog GSM is a major player in Telecommunication service in Sri lanka. It’s started in 1995.currently dialog expand its network to other services which are,

Mobile network

Land line

Television

Broadband

Investment

Now the dialog plc is one of the largest listed companies on the Colombo stock exchange in terms of market capitalisation.

As per their mission, vision and their statement (The future today) the management build a strong brand name through a better service within ten years.

Dialog and P7

The Dialog GSM is a service provider therefore it has to use P7 tools to achieve their group gaol. When analysis the past activities of this company It used all P7 to cover all the market segments.

Dialog has segmented their network service according the customers revenue which is mainly delivering through the package. These packages are segment aver all population according their income.

Dialog came through a penetration policy to capture the market. And currently it use same low level price system to keep a strong barrier to new comers. Sri lanka is a development country and the inflation is high therefore price is a key instrument to operate long term.

Earlier mobile phones were used by rich people in Sri lanka but Dialog break this practise and introduce gsm system and provided quality mobile phone with affordable price. Package system,

Pre-paid

Post Paid

<100>

<300>

<1000>

<2500>

Marketing mix

Dialog segment their market their network and provide service according the segmentation. Promotion is different according the market.

Mostly this company promote <300 >package because it is suitable for most of the customer Dialog provide,

Free ring tone

Free emergency calls

Free call dictionary

3G etc

Dialog use personal promotion as well

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Dialog captures the market through a better promotion. And they introduce new packages according the seasons. Prices are depends on the packages.

Dialog covers the island through a better distribution channels. Every where customers can contact dialog dealers. Customers can buy new mobile sim through dealers or through web.

Customers are connecting through a best customer service. Customer can contact directly through a free call from their mobile phone.

Dialog split the market but mostly their target is medium revenue level customers. Through that they control 75% market share. Dialog BOD use their marketing mix well from the start. Dialog advertisement include,

Personnel selling

Advertising

Sales promotion

Publicity

Market mix with some different

Dialog GSM is currently doing well in everything but the marketing department and other departments have to be ready to face future competition,

Eg: New competitor enters in to the telecommunication market.

Current marketing mix is usable to manage current competitors but now more foreign investors are planning to invest in Sri Lanka because of peace and opportunity. Foreign competitors are full of capital as well as in new technology. Dialog introduces new ideas but that is not more enough to compete with future.

Product/Service

Product is well known to customers. And it is easy to use than other network. Now Dialog has to influence the people who are in out of the country. Therefore Dialog has to identify the new technology which is used by worldwide network companies eg: Virgin mobile

Dialog has to cover the whole Island and other Sri lankan citizen who are out of the country Eg: Student. Therefore It is better to invest from now .For that funds allocation and capital investment activities are needed to achieve a certain level improvement in product level.

Place

Dialog uses all the distribution channels to promote their telecommunication.

They need to keep in touch with environmental changes. Dialog can use more e-system to communicate.

Price

Currently Dialog doing a better price cut promotion but still customer expect more therefore it can lead to new competitors to enter in to market. Dialog can still do market penetration to capture the balance market and dialog has to maintain same customers therefore maintaining price system is important to development country.

Dialog has to consider shareholder expectation level to set the price

Promotion

Dialog is use all the promotion methods there is no doubt about their promotion levels. They have more chances to advertise because the dialog group has television and graphic company.

People

Dialog staff expresses a common culture and which is described as a strong culture. Staff well trained. Human Resources department is doing well.

But still there is a space to improve their service. Sometime customers are waiting to contact. It can reduce through adding some quality staffs.

Conclusion

Marketing mix is very tactical instrument which has to be used in technical ways. In an entrepreneur company marketing mix is handled through experience but in a large company such as Dialog GSM management has to clearly guide it through decisions.

At the same time marketing mix helps to a company to successfully position in a market.

Marketing mix can use from a small organisation to large organisation to verify their main product and sub products in same market condition or different market condition.