Thursday, January 28, 2010

Demographic targeting


One of the things that I noticed about the uninor outdoor ads is their positioning at youth rather than an all-inclusive demography. The ads are targeted at college goers and those in their first jobs and at an urban audience. Most of the faces that grace the print/outdoor ads look serious, but show confidence or contentment. Probably only two models actually smile/laugh in the ads. Interestingly, not much of jingoism which the others like Tata DoCoMo or Reliance seem to be drumming up. I have not seen any of the TV ads though. Not sure how uninor fares with a rural audience. More females than the males in the ads.

In India with ARPU being low, it is always a tough fight to get a loyal mindshare. With mobile number portability coming in, it will become even more messy. Seems like they have got a decent start in their first month of operations and I hope these folks succeed as I have been associated indirectly with both the companies that form uninor. (Unitech was assisted in setting up all the operations and billing infrastructure and software by my earlier company and Telenor is a customer of my current company (though not here, but in Europe)). Their web-site could be a tad better.

And I like their logo in blue!

9 comments:

gils said...

botolaam beshaa irukay...uninor ad nallarukum polaruku :D

zeno said...

It would be interesting to watch the indian telecom space for the next few years. May be at the end of the battle[or should i say war] these ad agencies and few "KINGS" will be benefitted. The customer may get benefitted. Can't be sure about the Mobile companies though!

zeno said...

Oh and in rural or semi urban areas, to be precise at least in one area that i knew they took a hit! some good soul spread up the rumor that, with identity proof we give, they give the SIM to terrorists![namma oor pakkam makkal eppadi than ippadi room pottu yosippanglo!]

Srivats said...

Thats the catch they want to target those young generation out of college, or on college aspiring career. Since they know the other demographics are already taken LOL :) I love some of the next door looking models, Hey I am allowed to look :)

RamMmm said...

@gils - :-D photo beshaa irukka, illai adhula irukkura models beshaa irukkaala?

@zeno - There is always a merger on the cards for telecom companies when they are closing shop. Spectrum crunch! :-) [we anyway have only protectionist governments]

Very creative rumor, I'd say. These things are like wild fire. Who else, must be one of the existing players or some jealous bugger might have fanned this. Now uninor has to advertise that this is false. More spending then!

@Srivats - Agreed, but still focusing on a single demography which is fickle may not have all the rewards. And almost everyone tries to hit the same group.

You can look, admire, praise, ogle the models, even if you are married (and should be able to accept the same from your spouse as well :)). Only thing is to not to take it too far, or else sufferance must be borne. :) :)

chennai girl said...

Ellaram ennnannavo pesareenga...:(
As far as iam concerned, i like the ad on the whole, rite from models to the color to the logo avvalavuthaan...

Ramesh said...

Had to search what uninor was - just shows I have been out of the country too long and must get back !! Yeah, its really tough to catch attention, when the service has a strong tendency to commoditise and brand differentiation is very very tough. After all, do we care whether our connection is Airtel or Vodaphone or whatever, as long as the price is right and calls don't drop.

RamMmm said...

@chennai girl-neenga oru linela sonneenga. Naan konjam padam kaamichchaen. :-) I love these models rather than the dancing monkeys or all 32 teeth exposed models I am used to seeing.

@Ramesh-We are a price sensitive market. Brand loyalty is there, but only very feeble. We will get to know our loyalties once MNP comes into effect in the next month or two.

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