The importance of consumer sales promotion in the marketing mix of the telecom category throughout India has increased. Indian Telecom companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, telecom service providers like Vodafone, Airtel, Tata teleservices and Idea should understand consumer and retailer interpretations of their promotional activities. The study here pertains to consumer’s perceptions regarding sales promotion. Some past researches have suggested that promotion itself has an effect on the perceived value of the brand. This is because promotions provide practical benefits such as monetary savings, added value, increased quality and convenience as well as hedonic benefits such as entertainment, exploration and self-expression. These tactics has always been very beneficial for all Indian telecom companies in terms of income and cash flows. However, all major players in the Indian telecom will have to understand the fact that better products are services mean more customers hence the rise in profit margin with high income generation.
Broadly speaking most of the in private sector has started implementing better plans for the customers which include
- Affordable Price
- Channelized distribution of products and services
- Enhanced rural connectivity
- Addressing customer issues with lowest TAT
Resurgence of advertising and marketing in Indian telecom sector
These are the four basic pillars which has redefined working strategy for private telecom players in IndiaMost telecom companies are following the mentioned below marketing strategies which are built on the basis of these criteria. Promotion is one of the important elements in the process of designing and implementing an effective marketing strategy. Apart from all this, the private players in the Indian telecom industry have started paying attention towards the rural areas of India due to increasing user base. Specific plans have been devised to make the most of these areas.