programe de marketing-orange romania
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efefa fawfTRANSCRIPT
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Program de marketing pentru Orange Romania S.A
Grecu Raducu-MihaiMarketing- 8102
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Obiectul de activitate Tipul firmei
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Evolutia firmei in timp
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Numar de angajati si organigrama
• Peste 3000 de angajati, 95% cu studii superioare , varsta medie= 29 ani
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Servicii & Produse oferite
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Indicatori economici
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Apreciere asupra calitatii produselor si
serviciilor
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Posibilitati de diversificare
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Posibilitati de fidelizare
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Diferentierea fata de concurenti
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Matricea BCG• RATA DE CRESTERE
• • CRP
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PIATA TINTA
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SEGMENTAREA CONSUMATORILOR
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FURNIZORI
• Apple, Nokia, • Alcatel, Samsung, Sony Ericsson, Sagem,• LG, Motorola, Philips , • HTC, Dell, Acer etc
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CONCURENTII FIRMEI
• CASTIGUL CLIENTILOR NOI IN 2011
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COMPORTAMENTUL DE CUMPARARE AL CONSUMATORILOR
• ORIENTARE SPRE PREPAY• ABONAMENT LA OFERIREA DE TELEFOANE• ORIENTARE SPRE OFERTELE CU MINUTE,
MESAJE, INTERNET, MMS INCLUSE la pret unic
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Analiza SWOTPuncte tari- Marca ,Acoperirea ,Tipuri de abonamente si extraoptiuni Grad ridicat de know how ,Forța de muncă calificată
Puncte slabe – preturi ridicate, probleme contractuale, clauze abuzive
Oportunitati- avans tehnologic, peroada sarbatorilor, cererea mare pe piata, piata mare de desfacere, folosirea unor tehologii la costuri reduse
Amenintari- Concurenta , Scaderea nivelului de trai, Calamitati naturale
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MIXUL DE MARKETING
- Strategii de produs- Strategii de pret- Strategii de distributie- Strategii de promovare
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Program de marketing pentru imbunatatirea activitatii
• Scop• Obiective-Creșterea numărului de clienți cu 10% în următoarele 3 luni -Creșterea cotei de piață penru abonamentele mixte cu 15% în următoarele 6 luni -Creșterea brand awareness-ului cu 20% în următoarele 2 luni -Atingerea unui reach de 15 milioane de persoane în următoarele 2 luni
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Enumerarea activitatilor
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Diagrama GANTT
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Buget si surse de finantareAvans către agenția de publicitate care se ocupă și de difuzarea mesajelor publicitare : 40.000 lei
• Crearea mesajelor publicitare și a formatelor publicitare • - pentru spoturi radio : 2000 lei • - pentru spoturi TV : 50.000 lei • - pentru print: 9000 lei • - bannere/ microsit-uri online : 700 lei • Difuzarea reclamelor – RESTUL DE 460.000 lei (include onorariul agenției)
repartizată astfel: • - pentru TV : 280.000 lei • - pentru radio : 80.000 lei • - pentru print: 50.000 lei • - on-line : 50.000 lei • Evaluarea campaniei: 1500 lei • TOTAL BUGET : 563.200 LEI
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CONCLUZII SI PROPUNERI
• -îmbunătățirea Serviciului de Relații cu Clienții ,
• simplificarea contractelor , scoaterea clauzelor contractuale
• modificarea tarifelor