marketing techniques of MTN Nigeria

INTRODUCTION

MTN Nigeria operates one of four GSM licenses and has been in commercial operation since 2001. MTN Nigeria aggressively focused on subscriber growth, supported by rapid network roll out amid keen competition in the market. Consequently, the company significantly increased its subscriber base from 5,6 million to 8,4 million. Coming off a low base, mobile penetration again increased significantly to 13%, reflecting continued demand and intense activity by mobile operators.

AIM

The effect of marketing strategies used by a telecommunication company (MTN).

Marketing strategies in which MTN uses as the logic in their business unit hoping to achieve a successful sale and attract customers are:

PACKAGES

PAY GO

MTN offers free calls at night to its customers.  They can also register one number called magic number that allows free calls all day.

MTN ONE RATE

 MTN offers to its customers that make a lot of calls during the day like business men, marketers etc. MTN offers to all call rates, 3kobo per second across all networks all day. Additionally, the network also reduces sms rates of 5kobo all day to any number plus one free daily sms, full voice mail service, and seven free call backs per day. MTN one rate charges you for only what you used not a second more and they have numbers given in which you can subscribe to if you want the MTN pay as you go.

MTN MUZIQ

            MTN MUZIQ price plan gives you free music especially to music lovers. Get to experience music in as many ways as possible.

SPONSORSHIP

MTN sponsors of programs in other to boast sales and purchase e.g. who wants to be a millionaire, MTN/ project fame, MTN/ family challenge which in other to participate in this program one has to have an MTN line therefore it increases sales and purchase.

INTERNET SERVICES

The very best 3g services offered by MTN include fastlink mobile internet data card, voice and video calling. You can search on the Google web search engine with MTN Google sms on your phone, which does not require internet connectivity, only search by key words using text messaging service.

ADVERTISING

MTN also uses adverts which seems one of the most effective medium of marketing on t.v., radio or newspaper, internet e.t.c.

CALLER TUNEZ

One can also record his or her own tunes by downloading the latest tunes for ringing tones with MTN CALLER TUNEZ. Now there is even MTN sim plus with a huge storage capacity.

BLACKBERRY SERVICES

MTN also offer to the customers who use Blackberries various services e.g. the internet and pinging services in other for them to purchase it.

METHOD OF RESEARC H

 In the course of our research questioners were printed and distributed to MTN users using Covenant University as a case study. Based on the results we got the effect of the marketing strategies of MTN are very effective.

THE OBSERVATION

We’ve observed that as MTN roles out more marketing strategies, other network operators try to compete with them and therefore copy or further modify the offers given by MTN.

According to Ogundolapo Olawunmi – who is on pay go says she got to know about the package through a TV advert and it was the reason why she bought Mtn because she wanted free calls at night. She also can register one number called magic number that she can call for free.

According to Anyakwo Patricia – says she got interested in MTN through project fame because she feels it is nice for them to sponsor projects that bring out talents and she bought MTN in order to vote for her friend and she hasn’t had to change the line since then.

According to MR Taiwo Michael – he uses the internet services offered by MTN and he feels the N 100 the common one used by many people.

CONCLUSION

In conclusion, the MTN marketing strategies have been effective in attracting customers to purchase the product which is the main aim of marketing. Judging also from the level of increase in the number of subscribers which shows in MTN having three subscriber groups – 0803, 0806 and 0813 there has been an increase in purchase.