WIND January 2008

Through this project i discovered many good infornations about Wind the company that it is one of the three Mobiles company in the world.

WIND

The Greek market of Mobile Telephony is characterized by high degree of penetration and advanced technology. Since the first years of operations media Telephony has become necessary means of communication by most Greeks and an integrated of their every day life. The business segment of Mobile Telephony is one of the highest growth segments of the country since the companies involved in a provision of Mobile Telephony services have made considerable investments of high value, both, for the development of telecommunications and technological infrastructure and in human resources.
WIND Hellas is today one of Greece’s largest telecommunications operator with an annual turnover 1.1 billion and more than 4 million customers. It was founded in 1992 as a subsidiary of Telecom Italia and ever since it was established as the technology leader of Greek mobile telephony market thank to its innovative products and services. In 2005 the company was acquired by Apax Partners and the Texas Pacific Group and Texas Pacific Group, two of the biggest international investments funds. In 2006, TIM Hellas acquired Q TELECOM, the fourth largest mobile operator in Greece. This acquisition allowed TIM Hellas to further strengthen its market position. 2007 is another milestone in the company’s history. On February 7th, Weather Investments S.P.A who controls the international telecom group of Orascom Telecom acquires TIM Hellas.
WIND Hellas is part of Weather investments a global telecommunication group controlled by the Sawiris family and Nagaib Sawiris. Weather owns Wind Telecommunicazioni spa, the third largest mobile operator in Italy as well as a 50% plus one share of Orascom Telecom Holding S.A.E. Orascom Telecom is a leading international telecommunications company operating GSM networks in seven high growth markets in the Middle East, Africa and South Asia.
In Greece, through Wind Hellas, the Weather Investments group has a significant presence in the local market and develops synergies to offer even more competitive products and services. WIND celebrates a new era in communication during which its customers will enjoy so much more.
Through all this years in Greece had developed three big telecommunication companies. The first is VODAFONE, The second company is WIND Hellas and the third company is COSMOTE. Through these three companies we have a high competition for the following reasons. Firstly, all companies they want to have a very good image through the people and they can do everything to succeed it. Secondly, VODAFONE is the first telecommunication company in Greece and with WIND Hellas have a big competition and every month they try to sell different ideas to the customers and off cource the other companies will provide the same ideas with some changes. Finally, COSMOTE the third company it is not a big competitor of WIND Hellas but it tries something different that other companies can not think. This was a direct competition.
But WIND Hellas has indirect competitors as all telecommunication companies. These are hypothetical spies from other companies and they want to learn future plan of the company. Offcource spies can destroy companies through many ways. Firstly, they can high people that in the past had worked for WIND Hellas in the department of advertising and campaign. Finally, even the lawyers can destroy a company because they know many things about the money that WIND Hellas have in the banks and they can hypothetical speaking leave with that money and destroy the company in a few seconds.
Through all this years we have seen many advertising campaigns from all the telecommunication companies. But the last years the competition is very big and the companies try to be first every time in some advertising campaigns ideas and the others will follow. VODAFONE the last months have done many advertising campaigns but two campaigns change the way of thinking of the company. The first advertising campaign was that with five euro you take a new sell phone number and you free time of speaking and sending messages around five euros. Before this campaign if you want to buy a new phone number you should pay twenty euro. The advertising campaign that outside from a kiosk you can see newspapers magazines etc, but outside from this kiosk you can see new phone numbers only. The second advertising campaign of VODAFONE was with three euro you can take card with units. Before this advertising when the units from your sell phone was over you could only buy a card with ten euro. In this advertising campaign is young boy and he speaking with his friend in the road with his sell phone and suddenly he stops speaking because the units was end. Then he go at a kiosk and he buy a card with three euro credits.
The second telecommunication company is COSMOTE. In Greece is the third company that people trust to communicate. The last advertising campaign was something new in the way that people speak through free time. The code name of campaign was “FREEZE”. Through this campaign you can call only people that have COSMOTE and speak with them only twenty minutes and they will charge only three minutes. In this campaign they are people that run in the roads, around the buildings and they try to come in a COSMOTE shop to take this program. This program it’s a new idea and until now you can not see in any other company.
The WIND Hellas wants to succeed in many things that they can reach. Firstly, they want to have WIND stores everywhere. Right now they have 350 WIND stores and more than 20.000 points of sale over Greece and customers may find WIND Hellas everywhere. WIND stores are located in the busiest city centers as well as in any part of the country and more than 100o well trained agencies that help customers to make the best choice and win more over than ever. Secondly, they want to have the best sale agencies in Greece. WIND Hellas invests in its people. It offers to its 1650 employees a challenging environment of continuous professional development and personal growth. It is estimated that during 2006 WIND employees participated in 46.000 hours of seminars. The average is 33 years old and is highly educated. The 35% own bachelor degrees, the 20% own master degrees and 32% own technical diplomas. Finally, WIND Hellas wants to be the leader as the first choice of people that will have, through which company will choose to speak. But to succeed this must work harder from all the other years. With the changes that happened through the previous months all can happened. The most important think is that the competition through the following years will be harder and harder.
TARGET GROUPS
Attracting a New Target Group:
Despite the already existing target group, WIND is interested in also attracting a different consumers; one that is close to its already existing one, but varies in important ways. The typical clients that we are going to attract will be in most cases both male and female and each one of all class income.So, we have to focus separately on each class and first of all by mentioning the low-middle one, which are usually young age people (15-30 years old). As a younger age group than our already existing one, this group’s income is thought to be around average and a bit below; meaning that this target group’s interests vary from those of our already existing one.According to our thought this specific class of clients actually needs a special handling and specific offers, according to their income. Therefore, people with such an economic situation within society have same interests and habits than most. All these facts can help us find settings for where to advertise, what our advertisements and marketing programs should consist of. For example, it would be clever to place advertisements with our products on billboards that are located in central areas. That we are going to achieve is to expand our client’s range to every corner of the country.
After conducting marketing research on our specific target group, we will use their habits and interests in order to reach them. For example, due to their young age, their interests include purchasing new technological advances; therefore it would be wise for the profits of our company to offer to our public such new kinds of technological advances through new models of mobile telecommunication.
Also, we have to find ways to attract or to keep touch with the high status clients. That means that these kinds of consumers are well off economically and probably enjoys high status within a society. Therefore, people with such an economic situation and status within society have different interest and habits than most. Meaning, this class of people enjoy expensive and flashy sports (such as golf), furthermore there purchasing behaviour is different too; he/she will most likely dress in brand named clothing, have a luxurious car and eat classy restaurants. One may think, is all this so important? Why do we care where someone eats? Well, all these facts can help us find settings for where to advertise, what our advertisements and marketing program should consist of. In addition we also mentioned that WIND client has limited leisure time in his/her hands. That means that it would be clever to reconstruct for them programs which are going to fit to their needs; such as corporate packages for their businesses, no limit communication between partners, and special prices in large amounts of accounts. We are going to introduce a program with better prices for roaming for incoming and outgoing calls.
Another target group that as a telecommunication company we have to attract, is “friends and family”. We have to introduce new telecommunication programs which will fulfil even the highest expectations of this specific target group. We are going to create for example, a program in which all the members of the family can talk each other with the lowest charges in the market and the lowest charges in SMS and MMS. It is very important for us to understand and then to fulfil all the needs and wants of our consumers, that is why we are going to based on the needs that we mentioned before.

CAMPAIGN GOALS
The re-launch campaign’s goals are to first of all increase circulation therefore revenues. We want WIND to be known as the top telecommunication company with the most efficient support worldwide, which provides the most benefit packages for all. These important issues we expect that will have an influence and affect each and every person in Greece.

CAMPAIGN
First of all we should mention once again that WIND does not intend to change its image, but insists in remaining true to its traditional beliefs and characteristics. The campaign aims at refreshing the telecommunication’s image by advertising in new locations, mediums, attracting a new and wider clients and moreover reminding the public that it is the top in its field of telecommunications.
But we want to expand our telecommunication range to every corner of the world. The issue now is how WIND will actually manage to attract this specific target group. As we mentioned above our new consumers are looking for someone to give them good prices and technological advances. Furthermore, after conducting marketing research on our new target groups, it would be wise for WIND to advertise in such magazines or websites. But we will analyze these further on.

LOCATIONS AND MEDIUMS OF ADVERTISING AND PROMOTION
We will promote the programs and packages on radio and television. We are going to do that because radio and television are mediums that the audience of Greece prefers. Outdoor advertising might not be helpful and successful. Finally, the Internet would be the most successful ways of advertising of all. Now it is necessary to take under consideration each target group’s interests and habits, in order to create marketing techniques to promote WIND’s programs. Taking into consideration the ages of our target groups and their average income, one can say their purchasing behavior, activities and habits are expensive but more adventurous. So that would give our clients the opportunity to promote itself through technology (internet), publications such as Sports Illustrated as well as lifestyle magazines.
Furthermore, Sunday newspaper editions would be a wise location to place advertisements for WIND. Also, conferences sponsored by WIND would work with these specific target groups too. WIND could organize seminars or conferences that would have a special guest, someone who has a successful career in Greece. The customers could attend these seminars and be offered various advice and helpful secrets on telecommunications. WIND already has a website, www.tim.gr, which is changed to wind; it is a very successful and frequently visited website. We believe that there is no need for any changes within this site. It is a complete, clear and user friendly website. Furthermore, WIND can advertise in websites that contain sections about specific topics that are somehow related to the magazine’s target groups. For example it would be fine to advertise our company in the following:
 Google.com
 Msn.com
 In.gr
 And any websites connected with technological advancements


CONCEPT AND TACTICS OF OUR PROMOTIONAL CAMPAIGN IN ALL MEDIUMS
The concept that WIND will tray to transmit to its customers is that the programs of the company will be reliable, trustworthy, that will offer to consumers’ information as well as special offers. We want our customers to trust the information and packages we are going to provide them with. So, in order to promote WIND on television we are going to use some celebrities; the idea to include Zeta Makripoulia, the famous actor and Antonis Remos, the famous singer with mobile phones in their hands is a clever concept. So the “script” is going to include Zeta, who is at her performance for her role at theatre in Thesaloniki and of course Antonis, who is in Athens for the opening of his music concert. Even if they are far away from each other, through WIND they came closer! So, the slogan of the advertisement will be: “Bring us closer”. “WIND secures the “elimination” of distances and brings us closer!” This is our slogan and we are going to use it in all mediums, in order to promote our advertisement. This concept in advertisements will be implemented for only a year’s period and even if the ad is on a bill board or a newspaper it will have the same concept. So according to our thought we suppose that it will be better to select “Star Channel” or even “Alter” channel, in order to present our ad. We conclude at this choice because both of these channels have a tremendous viewership between the entire economical statuses.
Furthermore, we have to mention the matter about the brand name. So we have to focus on this and especially when the brand name of a company changes, usually the company’s image is transformed. But as we mentioned earlier our goal is to reinforce the WIND’s image not to transform it. We want to create a legend for WIND’s trademark. By saying about the advertising issue, we have also to mention and all the other mediums, in which our ad is going to be presented. For a newspaper we focus on some gossip one, which is going to be read by the most of the public here in Greece. An example of it is “Espresso”. But also we have to include to our concept and a political newspaper, which is referring to businessman in specialization on their fields. A good example of it is “Vima” or “Kathimerini”. Always we have to have in the back of our head that a great amount of people use to make a specific selection about what they read and that is why we are trying to “touch” every professional, every simple human being, every teenager, every elder woman and even every family member of all interests and economic situations. Everything that has to do with the radio part probably is going to cost “nothing” for our company, because we are focusing on the sound and not on the image. An example of a radio station, in which we are going to present our ad, is “Sfera FM” or even “Sports FM”. We suppose that is going to be the best choice because, we targeting every economic stage, every age and even every preference on what the public hears.
Moreover, the area of magazines is also a profitable stage for WIND. So we choose to advertise our concept to “Down Town” which is monthly, elite, and also gossip magazine, to “OK” which is a weekly magazine and finally to “RAM” which specializes on gadgets and new or even alternative technical advances. By using the above magazines, we will try to attract consumer’s attention of all economic and life-style statuses. The external costs of this advertisement are the most important part, on which we have to focus on. By choosing these two celebrities, is going to be a clever thought but also an expensive one about what the company is going to spend. So we conclude that we are to going to make a good and profitable deal for all of us and them, by proposing to them a specific amount of money for all the mediums, on which the specific advertisement is going to be presented. Finally we concluded on 15,000 euros in cash for both of them. At the end we have to refer to the concluded amount of money that the advertisement is going to cost for us on the entire mediums. So, for the television which is the most expensive medium, for the radio stations, for the magazines, for the newspapers and for the ads on the billboards we decided that we have to spend around 20,000 euros.