- - About the company
1.1 Historical Synthesis:
The National Telephone Company was born in Valdivia, currently CNT Telefónica del Sur SA It was in 1893 that the history of the Company began to be written with its first 55 subscribers.
From the beginning of its activities, the company has always held a position of leadership in technological innovation, providing not only an efficient telecommunications system to its users, but also making important contributions to the development of the sector in our country. The company has been a pioneer, among other aspects, in the implementation of automatic direct dialing, in the installation of smart public telephones and intercity fiber optic links and in the implementation of the international dialing multi-carrier system.
These great steps in technological advance began with 55 subscribers in Valdivia. Later, the telephone lines were progressively extended to cover the provinces of Llanquihue, Chiloé and Palena. Thus, the market of the Tenth Region was conquered. Recently, the Company has expanded its operations to the city of Temuco and lately to Concepción, becoming the eighth region in a new market to conquer.
1893: Start of the telephone service in Valdivia.
1967: First to implement Automatic Direct Dialing.
1983: Luksic Group enters as controlling partner.
1988: First to establish fiber optic links between cities and install smartphones
1990: Assumes control of the telephone in Coyhaique.
1993: First to offer International Multicarrier system.
1994: Beginning of operations of telefonica del sur carrier
1995: First to install ATM network.
1997: Starts operations in Temuco
1997: 100% of the digitalization of the network is reached.
Identification of the Company
Trade name:
National Telephone Company, Telefónica del Sur SA, whose fantasy name is CNT Telefónica del Sur.
Unique Roll Tributary
90,299,000-3
Legal Address
San Carlos N ° 107, Valdivia
Telephone
(63) 223000
Box
288- V. Valdivia.
directory
Guillermo Luksic Craig President
Andrés Kern Bascuñán Director
Luis Felipe Lehuedé Director
Luis Hernán Paul Fresno Director
Andrea Vial Herrera Director
Gonzalo Menéndez Duque Director
ADMINISTRATION
Jorge Atton Palma General Manager
Eduardo Commentz Hulaud Finance and Management Control Manager
Víctor Engelbreit Morstadt Commercial Manager
Iñaki Larraza Alberdi Customer Manager
Ricardo Riebel Krahmer Engineering and Operations Manager
BUSINESS MANAGEMENT
René López Gutiérrez Basic Telephone Services
Sergio Yañez Astete Long Distance Services
Ricardo Villagrán Hinostroza Multiservicios
1.2. Synthesis of products
Telefónica del Sur offers a wide variety of services divided into 4 categories:
- Telephony Internet Security and alarm monitoring Insurance
- Telephony
Under this section we find the following services, whose more detailed description is presented in the annexes of this campaign:
TS-Basic: Includes basic T-3000 telephone and 4 included services.
TS-Identimóvil: CIDCO 980 high-range wireless equipment, Fastel Gondola extension and 8 telephone services included, details of local calls in your telephone account.
Value: $ 2,490 per month in addition to the monthly rent of the telephone service
TS-Identifono: Fastel Gondola telephone, handset caller ID and 8 services included.
Value: $ 990 monthly additional to the monthly rent of the telephone service.
Milenium: Milenium team and Fastel Gondola extension
Value: $ 1,990 per month, VAT included.
Milenium Móvil: Milenium equipment and CIDCO 980 wireless extension.
Value: $ 3,490 per month, VAT included.
Milenium Duo: Milenium equipment and CIDCO 980, plus a second multipurpose line ideal for Internet or Fax connection.
Value: $ 9,980 per month, VAT included.
Under this section it also offers a multicarrier service:
Multicarrier 121: aims to provide intermediate telecommunications services and other telecommunications services. To fulfill this objective, the company has long-distance fiber optic networks, which cover the Ninth and Tenth regions of the country (Temuco to Puerto Montt), and two switching centers, located in the cities of Santiago and Valdivia. The company has a 30-year concession to install, operate and exploit the long-distance service, which it carries out through its own means such as those indicated above and through agreements with other intermediate service companies, for the rest of the country and abroad.
Within this product, Telefónica del sur offers a series of services:
Automatic Direct Dialing:
Dialing Nation 121 + Area Code + Destination Telephone.
International dialing. 121 + 0 + country code + city code + Destination Telephone.
Manual: They are all those communications that are established through the operator service.
Free Level to make the communication
121 122: National Long Distance Communications Assisted
Free Level to request Communication
121 182 : Assisted International Long Distance Communications
Short Distance Plan plus Local Service Measured Plane:
Monthly rent : $ 1,990
Minute Value HN : SLM 121 Plane
Minute Value HE : SLM 121 Plane
Automatic Reverse Collection: This service allows the client to access the Reverse Collection for National calls, free of charge, from any telephone in the country, 24 hours a day, without operator intervention.
The access number is 800 121 121.
Home Contracting Plan : Plan that allows a client to obtain differentiated values per minute, being able to rationalize their calls, if
their communications are more concentrated in economic hours and can obtain up to a 30% discount in values per minute, depending on the volume of national minutes you have in the month.
Monthly rent: $ 0
Minute Value HN : $ 49
Minute Value HE : $ 29
All Hours Contracting Plan : Plan that allows a client to obtain a value per flat minute, at all hours, being able to make their calls to all of Chile without worrying about the time they are made and can obtain up to a 30% discount, depending of the volume of national minutes you have in the month. The values are valid for all of Chile (rural companies and Easter Island are excepted).
Monthly rent : $ 0
Minute Value HN : $ 35
Minute Value HE : $ 35
Contracting Plan for Companies: A plan will be structured according to traffic behavior, with additional benefits, which will allow increasing the levels of savings in the company.
Short Distance Plan plus Local Measured Service: Plan that for a minimum monthly income allows the customer to make their calls to all of Chile by paying the minute to SLM 121, also obtaining a discount on this value that can reach up to 30%, depending on the volume of national minutes you have in the month. The value of the first month's rent is proportional to the date the client was hired. There is no minimum contract period, or limit to the number of phones to call. The values are valid for all of Chile. (except rural companies and Easter Island
Monthly rent : $ 2,990
Minute Value HN: SLM 121 in Normal Hours
Minute Value HE: SLM 121 in Economic Hours
- Internet
- Surnet
Corresponds to 5 Internet connection plans:
Free Surnet: Navigation without contract only SLM is paid.
Good afternoon Surnet: To sail from 14:00 to 8:00 AM, with a 20% discount from SLM in economic hours.
Monthly rent: $ 6,490
Surnet Without Limits: To surf at all times, with a 40% discount of 3 in normal hours and 20% in SLM economic hours.
Monthly rent: $ 9,490
Surnet Renta Plana AM: Navigation from 6:00 a.m. to 2:00 p.m. without paying SLM.
Monthly Rent: $ 12,990
Surnet Renta Plana PM: Navigation from 9:00 p.m. Until 8:00 a.m. Without paying SLM.
Monthly Rent: $ 12,990
- Surnet Xtreme Broadband ADSL
Xtreme ADSL 1: Allows you to surf the Internet at extreme speed. Its Broadband ADSL allows browsing at more than double the traditional speed (maximum 128/64 Kbps), with flat rent at all hours, without paying Internet minutes. Permanent connection without dialing.
Monthly Rent: $ 28,990, includes equipment (ADSL MODEM).
Xtreme ADSL 2: It allows browsing at more than four times the traditional speed (maximum 256/128 Kbps), with flat rent at all hours, without paying Internet minutes. Permanent connection without dialing.
Monthly Rent: $ 33,990, includes equipment (ADSL MODEM).
XTREME ADSL 3: It allows browsing at more than four times the traditional speed (maximum 512/256 Kbps), with flat rent at all hours, without paying Internet minutes. Permanent connection without dialing.
Monthly Rent: $ 48,990, includes equipment (ADSL MODEM).
ADSL installation cost: UF 3
- Security and alarm monitoring
Corresponds to 6 security plans:
Plan Falcon: Central 5 zones, motion detector, 5 magnetic detectors, backup battery.
Value: UF 0.76
Sentinel Plan: Basic protection for large or higher risk houses.
Central 5 zones, 2 motion detectors, 7 auto switches, backup battery, indoor siren.
Value: $ UF 0.98
Great Vigilante Plan: Complete Protection, for houses with a larger surface and / or requiring more security.
8 zone control panel, 4 movement detectors, 18 magnetic detectors, backup battery, 2 panic buttons, 3 smoke detectors, reaction mobile.
Value: $ UF1, 22
Angel Premium Plan: Extra protection, whatever the surface.
Central 16 zones, 6 motion detectors, 24 magnetic detectors, backup battery, 4 panic buttons, 4 smoke sensors, reaction mobile.
Value: $ UF 1.52
Commerce Plan: Complete protection for commercial premises.
Central 5 zones, metal curtain opening detector, reaction mobile, motion detector.
Value: $ UF 1.
For companies, Telefónica del sur offers a series of products such as the following:
CENTREX: is based on the concept of OUTSOURCING and in this case applied to the transfer to third parties of telephone requirements.
It refers to a virtual telephone exchange, that is, without physically installing it, using conventional telephone lines, it allows offices that are geographically distributed, to be interconnected with each other, as if they were telephone annexes.
ASP Service (Application Service Provider): Technological platform that will allow companies that do not have management or sales application software to obtain them “on line” with North American companies and thus companies will not need servers or computer experts.
It also offers data networks and the Internet (connectivity-webhosting).
Webhosting: refers to l design and construction of a website, administration, management of commercial deals offered through the web and generally constitutes a tool initiating and supporting business customers via the Internet.
- Insurance (Protected Family)
Insurance plans and exclusive benefits for residential customers.
Fire Insurance
It can be contracted as Fire Insurance for property content and fire insurance for household structure or both.
Coverage: UF 200, UF 700
Home Assistance
Emergency plumbing, locksmith, electricity and glassware, 3 services per type of service per year.
Theft insurance
It covers losses of objects that are stolen by theft with force.
Covers goods with a limit of UF 15.
Secure Protected Communication
In the case of unemployment, temporary, permanent disability or death, telephone consumption will be covered with a cap of $ 20,000 for one year.
1.3 Organization chart
On this section we can mention that the company is structured as follows:
1.- Regional Manager
2.- Area Heads (Corporate Business, Residential Sales,
Customer Management, Engineering and Development, Customer Support, Subsidiary Companies,
Customer Administration)
3. - Heads of specific areas and Personnel
1.4 Product to advertise
This campaign will aim to position Telefónica del sur as a brand.
- About the product
Objective Analysis:
Telefónica del Sur, is a company immersed in the Telecommunications sector, which encompasses an innumerable amount of technologies, making a detailed analysis of the physical and technical characteristics of these unnecessary, it should only be noted that Telefónica del Sur has All the technical capacity and personnel available to face the offer of its services, which make use of the latest technology available in the market, which makes it an important player in this field in the country and a highly competitive capacity.
Subjective Analysis:
This analysis leads us to conclude that the company satisfies the communication and information needs that the GO requires, by making available a varied range of technologies that aim to solve these needs.
For the same reason above, it also satisfies the need to feel close to people who are separated by great distances, becoming a highly valued medium, becoming, as in the specific case of the telephone, an essential asset for the actions of society both in the social as well as the economic - commercial aspect, without excluding the Internet that is following and more rapidly the same path.
2.1 Price
In general lines and as a conclusion to the analysis carried out on the information presented in the annexes of this campaign, Telefónica del Sur presents in most of its products the cheapest prices and plans, except those related to Broadband Internet where, according to the plan, it exceeds little to the competition.
2.2 Square
This company has 5 offices in the city of conception located specifically at Avenida Paicaví 3055 (Technical and Operations Building), Chacabuco 839 (Telefónica del Sur Empresas), Barros Arana 519 (Comprehensive Customer Service Center) and at the Mall plaza del Trébol (Internet navigation center), Castellón 1047 (Central).
2.3 Promotion
a) Advertising Analysis of Telefónica del Sur.
Telefónica del Sur company has focused its advertising efforts on two horizons such as Fixed Telephony and the Internet, particularly the ADSL system.
It can be said that the communication that has been carried out at the concept level, is to humanize these services that are always seen so coldly. In the beginning when it began with regard to fixed telephony, they were spots where a family with very own traits was shown. Then I began to use opinion leaders such as the television entertainer Margot Kal.
But the great advertising change that was made was in the launch of the campaign of what is ADSL, and also with a very humanizing concept, in which they consisted only of a call and closure (always closer) and (Now that you can choose, choose well), we believe that this last call is very focused on the appearance also on the market of its direct competitor VTR with its Broadband product. The use of colors are associated with what are your corporate colors with a little light blue to give that air of technology that mainly characterizes this service.
With regard to the use of Media, Telefónica del Sur contemplates a broad enough range with great coverage and frequency. Media such as Television, Public Road, Press, Radio, Sponsorship, Internet, e-mail, Direct Marketing, etc. have been used. In addition to a whole Corporate Image system in its customer service offices.
We believe that the medium that has marked this campaign, if less appreciate those of more, has been Public Road, not for the impact of its messages, but for the magnitude and variety of supports it uses, and the strategic points that it has managed to rescue.
With regard to Communication Supports and Inter-Supports, it has circulated in the most important National Channels, as well as in Public Roads, making it the Bio-Bio Region where everything has been used, such as Central, Unipole, Monumental, Superior Pedestrian Fences. Telephone Booths, Pallets, Pedestrian Shelters and finally Camineros.
His actions realize that he has never neglected what Public Road is because there is a constant concern for this medium, which is reflected in the incorporation of a new message, circuit, etc.; finding at this time an attempt to become more known as a brand, but which maintains coherence problems where in most of its pieces the graphic brand does not appear and focusing its largest investment in publicizing its products.
b) PR
Here we can highlight lunches held for businessmen in the area in order to promote their products, in addition to sponsoring a regatta in the Bío-Bío.
Also under this point we can point out their participation in the project links that is carried out by the government, throughout the country mainly in the southern area.
c) Sales promotion:
Under this point we can point out the so-called "Combos" consisting of the grouping together in the form of a promotional package of various services that together lead to saving money, also the existence of a promotion referring to a reverse charge card that offers a discount of 25 % and with which you can participate in draws throughout the year, you can also point out the free 5-minute gift after speaking 5 minutes, it also has discounts of up to 35% on various rate plans. Another promotion is related to the payment of the account per day, which in this case corresponds to the offer of a children's film at a reduced price, $ 1,990.
d) Other communicational actions:
It was possible to point out the use of their vehicles where the Graphic Brand is used, the same point of sale with the use of POP material, Sponsorship of Red Bío Bío and all the concern for the Layout of the company, we can also refer to the existence of a sales force that aims to offer the product in the sectors that have coverage and thus increase the customer base and market share.
We can also point out the use of Direct Marketing aimed at households that presents the sending of an envelope with information brochures and a cover letter.
2.4 Approach and Definition of the commercial problem.
The problem that affects commercial performance and therefore the scope of the objectives refers to a communicational problem of the company that leads to the decision to generate communicational actions, which refers to the fact that Telefónica del Sur does not have a good level of recall and It does not have a clear position within the GO, due to the recent entry into the local market and disorderly communication actions, which betray a burning of too fast stages aimed at advertising its products and leaving aside the most important thing that is the brand, that is, creating the umbrella for your products.
- Objective group:
Demographic Segmentation:
NSE: B-C1-C2
Age: 25 to 45 years.
Sex: Both.
Geographical segmentation:
The people to impact are in Concepción, San Pedro and Chiguayante.
Psychographic Segmentation:
Due to their age and lifestyle, they like technology and the benefits it brings them, in relation to being always communicated and the time savings it implies.
Technology and, therefore, telecommunications are of great value to them because they see it as the way to always be in communication at work as well as with their family and friends.
In their free time they spend practicing sports, reading newspapers, listening to the radio and watching television as well as going on vacation, also visiting friends and distant relatives.
One of the goods with the highest value assigned by them, with respect to communications, is the telephone, which is seen as an essential means in their lives and with which they almost completely satisfy their communication needs, complementing it with the use of the Internet..
Current Positioning:
According to the Qualitative AND Quantitative research carried out by the agency, Telefónica del sur presents a Diffuse Positioning, due to the fact that it maintains disorderly corporate and product communication, a consequence of this is that among people who have heard of the company only associate it with telephones and do not perceive concepts or attributes valued in it.
In general, this is a problem that affects the vast majority of telecommunications companies, according to a study by Young & Rubicam based on the Brand Asset Valuator tool. In the study, 2,230 people were surveyed and considered the variables knowledge, esteem, relevance and differentiation.
Source: ESTRATEGIA newspaper.
- About the market
Telecommunications is a market where there is an absolute leader that is 20 times greater than the rest of its competition, which is Telefónica CTC Chile, as demonstrated by the following market concentration graph.
According to the report of the Undersecretary of telecommunications, this sector grew to more than 19%, according to figures from the Central Bank, between 1989 and 1998 there was an increase of 20.8%; Measured here is landline, mobile, long distance and Internet.
During the year 2000, the communications sector that grew with the most dynamism was mobile telephony and the Internet, the first record a growth of the order of 50% driven by the prepaid modality, while Internet connections, both switched and dedicated, they grew by 23.4%, especially driven by dedicated service.
In the case of fixed telephony, its increase registered 8.2%, national long distance recovered its growth by 9.6% and international long distance by 5.8%.
According to SUBTEL indicators, the penetration rate of mobile telephony exceeded the fixed rate, both nationally and in regions.
Investment in this market or sector during 2000 registered figures higher than previous years reaching the amount of US $ 1,120 million, of which 40% refers to investments in the area of mobile telephony.
Another important aspect to highlight is the increase in penetration of fixed telephony from 1990 to 2000 from 6.5 to 22 lines per 100 inhabitants.
In this market and as already mentioned, one of the most developed sectors has been the Internet, in this regard in Chile the Internet is in a growth stage within its life cycle and therefore in a consolidation phase of the industry.
During the year 2000, the Internet and specifically dedicated connections, both MODEM cable and xDSL technologies, had explosive growth, reaching 220%, reflecting the demand for this type of high-speed connection.
Public Telephone Service Concessionaires (as of March 2001)
- Compañía Nacional de Telefonos, Telefonica del Sur SA (CNT) Compania de Telecomunicaciones de Chile SA (CTC) 1 / Compania de Telefonos de Coyhaique SA (TELCOY) SACI Telephone Equipment Manufacturing Complex (CMET) Manquehue Net SA (Manquehue) VTR Telefonica SA (VTR) Entel Telefonía Local SA (Entelphone) Telesat SACooperativa Rural Eléctrica de Llanquihue Ltda. (CRELL) FirstCom Telephony SA 2 / WILL SA 2 / Diveo de Chile SA (ex - Diginet Chile SA) 2 / MCW SA 2 / Justice Telecom Chile Compañía Local SA 2 /
Public telephone service concessionaires with a concession granted under the Telecommunications Development Fund (FDT)
15 Comunicación y Telefonía Rural SA (CTR) 3 /
16 Gilat to Home Chile SA (ex - GVT) (Gilat)
17 Sociedad de Gestión de Negocios, Valores y Proyectos SA (Geneva)
18 Megacom Commercial and Industrial Society (Megacom)
19 Nacional de Transmisiones SA (Natrans) 4 /
Long Distance Telephony
As illustrated in the Table, as of March 2001, 25 intermediate service concessionaires with carrier code were registered to provide national and international long distance telephone service, of which 16 had authorization to start the service and, of these, 13 were in operation. The changes registered between July 2000 and March 2001 were the entry of a new concessionaire, E-Newcarrier.com Chile SA, and the interruption of service of the Justice Telecom International Larga Distancia SA concessionaire.
| Code
Carrier |
Company |
Start
Service authorized |
Operation |
||
| one | 110 | Firstcom Networks SA | NO | . NO | |
| two | 111 | Justice Telecom International Long Distance S.A. | YES | NO | |
| 3 | 113 | Transam Comunicaciones SA | YES | YES | |
| 4 | 114 | E-Newcarrier.com Chile SA | NO | NO | |
| 5 | 116 | Heilsberg SA | YES | NO | |
| 6 | 117 | Inversiones y Comunicaciones SA | YES | YES | |
| 7 | 118 | Globaltel SA | NO | NO | |
| 8 | 119 | Concert Chile SA (Ex-AT & T Chile SA) | YES | YES | |
| 9 | 120 | Globus SA Telecommunications Company of Chile | YES | YES | |
| 10 | 121 | Telefónica del Sur Carrier SA | YES | YES | |
| eleven | 122 | Manquehue Long Distance Telecommunications | YES | YES | |
| 12 | 123 | Entel Chile SA | YES | YES | |
| 13 | 127 | Sur Comunicaciones SA | NO | NO | |
| 14 | 150 | Word X Change Communications SA | YES | NO | |
| fifteen | 151 | Astro SA | NO | NO | |
| 16 | 154 | Micarrier Telecomunicaciones SA | YES | YES | |
| 17 | 155 | Firstcom Long Distance SA | YES | YES | |
| 18 | 159 | Chapter SA Long Distance Telephony | NO | NO | |
| 19 | 171 | Chilesat SA | YES | YES | |
| twenty | 177 | Signal Transport Company SA | YES | YES | |
| twenty-one | 178 | Transfer Telecomunicaciones SA | NO | NO | |
| 22 | 180 | Visat Telecomunicaciones SA | NO | NO | |
| 2. 3 | 181 | Bellsouth Chile SA | YES | YES | |
| 24 | 188 | CTC Transmisiones Regionales SA | YES | YES | |
| 25 | 189 | The Telephone Company SA | NO | NO | |
Source: SUBTEL.
Company of telephony mobile
| Cellular mobile telephony (Band 800 mhz) | Digital Mobile Telephony or PCS (Band 1900) | Satellite mobile telephony |
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INTERNET
Currently, there are 37 Internet connection provider companies (ISPs).
The main changes registered in the market, at the level of service providers, during the period July 2000 and March 2001, reflect in part the dynamism that characterizes this market and the fact that, in Chile, the Internet is a service that it is still in an expansion phase within its life cycle and therefore, in a consolidation phase of the Industry.
Among the main changes observed during the last 9 months, we can mention the entry of the ISP Metropolis Intercom, Impsat Chile, Access Technology Services (Accesoemol), Lat Link and Inter.net, and the departure of the ISP Gratis1.com and Justice Telecom International Long Distance (Surfree) 3.
Internet Access Providers (as of March 2001)
1 AT&T Chile Internet SA www.attla.com
2 AT&T Red Global Telecomunicaciones Ltda. Www.agns.cl
3 Bellsouth Chile SA www.bellsouth.cl
4 Bit Comunicaciones Ltda. Www.bitcom.net
5 Computing Center of the Faculty of Physical and Mathematical Sciences of the University of Chile (CEC) www.cec.uchile.cl
6 Chilesat SA www.chilesat.net
7 Chilnet SA www.chilnet.cl
8 Cybernet www.cibernet.cl
9 National Telephone Company, Telefónica del Sur SA www.surnet.cl
10 SACI Telephone Equipment Manufacturing Complex www.cmet.net
11 Cybercenter SA www.cybercenter.cl
12 Servicios Tecnológicos Acceso SA www.accesoemol.cl
13 Entel SA www.entelchile.net
14 Global Com SA www.globalcom.cl
15 Global One Communications SA www.globalone.net
16 GTD Internet SA www.gtdinternet.com
17 IFX Networks Chile SA www.ifxnw.cl
18 Impsat Chile SA www.impsat.com
19 Inter.net www.cl.inter.net
20 Internet Shopping Center SA www.intercity.cl
21 Lat Link.Net SA www.latlink.net
22 Manquehue Net SA www.manquehue.net
23 Metrópolis Intercom SA www.tvcable.cl
24 PSINet Chile SA www.psi.cl
25 Corporate Communications Network Internet (RCC) www.rcc.cl
26 Retail Multimedia and Computation Ltda. Www.netnow.cl
27 Servicio en Línea Imaginativa Ltda. Www.imaginativa.cl
28 Servicios Interweb SA www.interweb.cl
29 Sistema SA- Amerikanclaris Internet www.aclaris.cl
30 SouthernPlanet.com Chile Ltda. Www.ispchile.cl
31 Telefónica Empresas CTC Chile SA www.internetempresas.cl
32 Terra Networks Chile SA www.terra.cl
33 Internet Services, Tutopia.com de Chile Ltda. Www.tutopia.com
34 Uplink Networks Limitada www.uplink.cl
35 VTR Punto NET SA www.vtr.net
36 WebHost Chile SA www.webhost.cl
37 Servicios Televisivos Cable Aconcagua SA www.aconcagua.cl
Source: SUBTEL.
A conjunctural situation in this sector is related to the common front made by Telefónica del Sur, VTR, Entel and AT&T Latin America in order to prevent the CTC tariff decree from being changed, which according to these companies would affect the already little competition that exists in this market at the level of market shares.
Current development of the company in the market
Local telephony
The company's market has shown a significant increase in recent years. In the case of the city of Temuco, as of December 31, it had close to 12,000 lines in service, which implies an increase in sales of more than 85% compared to the previous year. In Region X, meanwhile, about 120,000 lines in service were recorded, an increase of 10.8% compared to the previous year. For its part, the Telefónica de Coyhaique market has experienced an increase of more than 20% in the last year, registering nearly 14,000 telephone lines in service.
Long Distance 121
The Company also offers national and international long distance communication services, through its subsidiary Telefónica del Sur Carrier SA. This company has a 434 kilometer fiber optic cable network that allows it to provide media rental services in the IX and X Regions. Currently, the long distance market is made up of 9 carrier companies, reaching Telefónica del Sur Carrier SA a total of 116.6 million minutes completed in the last year, representing an increase of more than 40% compared to the previous year.
Public telephony
During the last time, the consolidation of the public telephony business area has been achieved, there has been an increase in the number of automatic reversal public telephones and an improvement in the average performance of each telephone. The creation of new models of cabins, to improve the image and profitability of the business. The installation, in the last year of a large number of public telephones in the city of Temuco, stands out, which made it possible to considerably improve the Company's presence in that city.
Internet
Telefónica del sur has developed solutions in this area related to the products described above, but does not provide data on its specific actions in this business area.
For Concepción, specific quantitative data on its performance in these areas is not specifically provided, but the objective of reaching a 30% market share in the coming years is indicated.
Market share
Telefónica del sur shows an undisputed dominance in the X and XI regions with shares of 88% and 91% respectively.
SWOT
Strengths:
- Always oriented to the technological forefront. Strategic alliances with important companies in the world of communications and computer science. Wide range of services, both in telephony and on the Internet. Management of services such as UEN. Management of market research skills and consumer behavior. They present the largest market share in the X and XI regions. Company of Chilean regions and capitals. Pioneers in communication technologies. Lower rates than the competition. Be the property of the Luksic Group.
Weaknesses
- Low level of brand awareness. It does not have a clear positioning. It has not carried out campaigns to position itself as Broadband providers, losing opportunities in the competition that is looming for this product in the local market due to the entry of ENTEL and Telefónica CTC. links you to Telefónica CTC Chile.
Opportunities
- Product Development: (current market / new product) Possibility of delivering digital television service in the future. Partnering with a cable television company. Entering the cellular telephone tender.
- Market Penetration: (Current Market / Current Product) Carry out a brand positioning advertising campaign.
Threats.
- Appearance in the local market of a company that delivers Wireless Local Loop (WLL), at a lower cost than current technologies. Appearance of an international mega company for access to telecommunications technologies. Low degree of satisfaction from the telephone service community current fixed, related to a dissatisfaction rate of the order of –23.4% according to a study by Adimark, Universidad Adolfo Ibañez and the National Center for Productivity and Quality, carried out in the second half of 2000, in the Metropolitan, V and VIII regions.Readjustments in the CTC tariff decree.
Competitive analysis
Direct Competition:
Under this analysis we find all the telecommunications companies that operate in the area and that offer similar products to those of Telefónica del Sur.
- Telefónica CTC ChileVTREntel
Indirect Competition:
All other companies that meet the GO's communication and information needs in some way
- Postal companies, Government and non-governmental institutions, Mass media.
Another analysis is related to the attributes that GO members value, according to the investigation carried out by the agency, in relation to these the analysis shows the following:
Price: High price, it is also related to scam and prices not related to the service it provides.
Technology: It is not an attribute that is associated too much, related to offering cutting-edge technology. Cell phones with little coverage.
VTR:
Price: it is associated as a cheaper alternative than the Telefónica CTC Leader, but in counterpart it is associated with deceptive customer acquisition techniques due to the fact that they raise their rates once the promotion ends.
Technology: it has a favorable evaluation in this aspect, it is seen as an avant-garde company, and dynamic with state-of-the-art technology, in the case of Broadband it receives a less favorable evaluation for those transcended as not being reliable connections.
ENTEL:
Price: High Price, but that is related to the service it offers and the technologies it has.
Technology: Considered as the Leader of modern technology in Chile, according to the GO one of the most reliable within the telecommunications industry.
5. Market trends
- Growth of the sector in cups of more than 3.6%, according to Universidad de Chile Increase to 6.3% of the population with Internet access in 2003. (Source, CCS digital economy study, 2001). Price reduction increase in demand for high-speed Internet connections. According to the Morgan Stanley Company, in 2005 there will be 2,182,000 Internet users in Chile. In the Communications field, a new war is approaching among the actors of cellular telephony, that will be linked in a new price war and plans. Absorption by companies of everything related to the Internet, to solve communication problems and reduce costs.
- Positioning to achieve
Position yourself as a Southern Telecommunications Company for which it knows and understands you.
- Marketing Goals
This objective follows from the situation that corresponds to errors in the communication of the company to its GO, therefore the objective is stated as follows:
- Overall objective
Direct communication efforts to clearly position the company in the GO through an advertising campaign, which will be divided into 2 stages:
- Stage: This will be the objective to be carried out by the “Conexion” agency and will consist of a brand positioning Campaign. Stage: This is a stage that will not be carried out by the agency, but will take the form of a proposal and corresponds to a Product campaign Commercial objective
Not being part of the agency's work to set a goal of this type, under this point the goal set by the company for Concepción will be pointed out, which refers to reaching a 30% market share in the 5-year period.
- Marketing strategies
- Promotion strategy:
- Carrying out a Positioning campaign using telephony as a product launches, because among the products offered by this type of companies it is the one that presents the greatest importance and valuation by the GO according to market research carried out by the agency.
- Product Strategy:
1.- Introduce changes to the company's WEB page (www.Telefonicadelsur.cl), aimed at improving its service and keeping it updated.
Tactic
- Update the news section of the pages with mainly regional content every week. Immediately implement the "Products for companies" section. Distribution strategy:
Expand the distribution of the service to other areas to cover the entire intercommunity.
Tactic
- Deliver the service in Talcahuano. Public relations strategy:
They will be destined to generate a good image in public opinion and concern for the community that affects their actions as a company.
Tactic 1: organize activities or sponsor events to generate resources for regional child aid institutions.
Tactic 2: Support sports clubs or athletes that stand out in the area through sponsorship, such as the sponsorship of sports in Concepción.
Tactic 3: Organize sports championships in disciplines such as Soccer, Tennis and Rafting.
- Post-sale strategies
Tending to keep customers satisfied with the purchase of the product.
Tactic 1: Courtesy call, with the aim of welcoming the new customer once the telephone service is installed and operational.
Tactic 2: allow 2 customers to speak for free to individual telephones of people who have birthdays throughout the day.
Media Strategy
Analysis of the current situation
Telefónica del Sur is currently carrying out an advertising campaign which broadcasts a wide range of media and supports, both national and local coverage, privileging frequency versus coverage and mainly covering socioeconomic strata B-C1-C2.
Analyzing this campaign, it can be said that the main objective of the company is currently the vehicle of advertising pieces tending to publicize its offer of products, leaving the creation of the umbrella for them in the background, which is the positioning of Telefónica. from the south as a brand; This situation causes, as concluded from the market investigation carried out by the agency, that there is no clear positioning of the company and therefore the GO does not perceive a clear difference between the company and its competition, even causing it to be related to Telefónica CTC Chile.
In specific terms, the use of media and supports by the company is as follows:
TV
Chilevision
TVN
Press
The Mercury
The South
Radio
Bio-Bio
Horizon
Active Radio
Rock and pop
Public road
Monumental
Pedestrian barriers
Shelters and pallets
Direct marketing
Mailing
Point of sale
Pop material
Brochures
Posters
Sales force
Corporate Vehicles
Media Tracking
Among the activities carried out by our GO and that allow us to build a profile of them in relation to their daily exposure to the media, we can highlight that in general:
- They get up early in the morning, exposing them to radio and television (the morning program) while having breakfast and organize their día.Un large percentage of these are mobilized own cars or public transportation which are exposed to radium and public roads, all this approximately between 7 and 9 in the morning, then in their work they continue to be exposed to the radio, as an element of company (in many cases to a different station than the one they heard before). In addition many are exposed to the pressas newspapers during the course of the morning, in moments of recreation, where conversations are held with coworkers about actions carried out and relevant events presented in the media. Once the morning shift is over, they move to their homes or snack places, exposing themselves to public roads and radio, once at home to television (mid-day news), between 12 and 15 hours. working day, when they return home they are exposed again to via
Public and radios, between 17 and 20 hrs. Once at home, they are exposed to television (soap operas, news and some stellar or entertainment program) and in some cases to the press.
- The housewife, during the morning, is accompanied by television to watch the morning or radio. If you go shopping, you are exposed to radio and public roads and various advertising elements located at points of sale. After lunch, he is exposed to television to watch soap operas, and in the afternoon he enjoys a magazine, then before the end of the day, he is exposed in the same way as the previous case (to soap operas and then to some entertainment or stellar program In general, people change their media exposure habits during the weekend, as they leave the daily routine and their media exposure is the following: written press, newspapers with their supplements or magazines with greater dedication and mostly to television, as well as being exposed to public roads in case of leaving their home, when visiting large stores, Mall, cinema or places outdoors.
(Source: Class material, Media planning II, Professor Jessica Dellarrosa).
Media Target
Within our campaign, our media objective will be to impact, to position Telefónica del Sur, our Target Group made up of people from 25 to 45 years old, of both sexes, from socioeconomic levels B-C1-C2 who live in the communes of Concepción, Chiguayante, San Pedro, during the period from September 4 to December 30, 2001.
We will privilege the frequency, maintaining a communication on the basis of a "Wave Strategy", in the media to be used, being the first and last month those that will bear the highest frequency.
Media Strategy
To meet the objectives stated above, the means to be used will be:
PRESS
This medium was selected because it presents supports with local coverage, and a leader within our segment (El Sur), which presents days in the region in which sales increase, especially on Sundays, which allows us to have a good reference to guide those days and thus impact the largest number of people corresponding to our GO
Studies carried out by the D`Arcy Agency support the choice of this medium, yielding 48% regional newspaper reading results, within the C1-C2 segments, between the ages of 25 to 55, with Sunday being the day in which one of its highest sales rates occurs, which in the case of the newspaper El Sur, corresponds to 43% of sales (source: Study of graphics in regions, Media Direction SA, November 1998).
The frequency in this medium will be represented by the appearance of impacts every Sunday, during the campaign period.
TV
This medium will be used because it presents exclusively regional coverage supports, in addition to the data produced by the market research carried out by this agency, which places this medium as the one with the highest exposure within our Target, (100% of respondents).
Studies carried out by the D'Arcy agency, at the request of Telefónica del Sur in the region, provide data that show that 53% of women and 48% of men in our segment prefer a particular support such as TVN.
The same study notes that among what is seen more on television are the news, soap operas, movies, reports, documentaries and morning shows.
The frequency in this medium will be 1 daily spot from Monday to Friday, in the regional news schedule, the first and last month of the campaign.
RADIO
This medium, according to the market research carried out by this agency, is located in the second place of media exposure.
Specifically, in the Concepción-Talcahuano community, 96.3% of its inhabitants listen to this medium, exposing themselves to it for an average of 4.7 hours per day (Source: Estudio La Radio del 2000, ARCHI).
Within our GO, as demonstrated in the market research carried out by this agency, 97.2% listen to the radio.
The frequency in this medium will be average throughout the campaign, presenting a complement between supports to capture both the male and female sex.
PUBLIC ROAD
We will use this medium because we can impact our GO in different places while moving around the city.
With this medium we will cover the coverage of the campaign (Concepción, San Pedro and Chiguayante), the frequency in this medium will remain constant during the first month of the campaign and then increase in the last 3 months due to the incorporation of other supports.
POINT OF SALE
This medium is of utmost importance for the objectives of this campaign due to the fact that it becomes the last line in the marketing chain that gives us the possibility of impacting GO
Also, and in the specific case of this company, the location of the point of sale becomes an important communicative entity for being located in one of the busiest arteries in the city of Concepción, such as Barros Arana, and also the possibility of impacting the GO in the Mall Plaza del Trébol where it also presents a sales room.
Support Justification
PRESS
- The South
For being a regional support of great prestige and tradition, which points to our GO and which also presents sales of around 2,615 copies from Monday to Friday, which represents 16% of the sale of newspapers in the area (Source: Estudio Hábitos Daily Reading, Search Marketing).
The South increases its sales explosively on Sunday, obtaining 43% of the total sales of newspapers (Source: Study of the graph of regions, Media Direction SA, November 1998), this increase corresponds to more than double the sales registered from Monday to Friday reaching a sale of 9,942 copies, being this day in which we will convey our messages to reach the largest number of people who make up our GO due to the first reading levels it reaches both in terms of GO and the age range at which we aim with the campaign (Source: Study Daily Reading Habits, School of Economics and Administration of the University of Concepción)
TV
- TVN
Because this is one of the main national supports, being extremely important for our planning because it allows us to drive exclusively in the region with different rates.
TVN has a reach of 62% from Monday to Friday in the region. (Source: Initiativemedia, July 1999 television study, eighth region)
According to the research of the agency D'Arcy, TVN has the highest preference in the GO compared to other supports, with 53% of women and 48% of men.
TVN presents the Share by highest hourly block between 19:30 and 22:00, reaching 58.5%. (Source: Initiativemedia, July 1999 television study, Eighth Region).
Within our GO, the highest ratings are given in the news schedule, marking 36.9 rating points in the ABC1 stratum and 32 rating points in C2.
(source people meters, July 2000).
RADIO
- BIO- BIO
It is a regional radio station recognized in the area for its tradition and prestige of music programming and mainly news, which interests our GO who likes immediate information about what is happening around them, and which has the highest ratings within the GO Study of Radial Tuning (Search Marketing, 2000- Concepción, Chiguayante, San Pedro, Talcahuano, Penco.)
By age range, the rating between 25 and 45 years is 14.9%.
- Active Radio
It is a support that allows us to drive locally and, according to studies, is one of the top tunes in the intercommunity (Source Search Marketing 2000), it also presents the possibility of driving with local coverage.
The tuning for age between 25 and 44 years is 5.0%
Public road
- Shelters
This support allows us to impact our GO preferably to C2 in various situations of its daily work while it transits the city, particularly at the time when it is ready to take the collective transportation, which will permanently expose the message during the time that I took this work.
- Pallets
This support allows us to impact our GO while it circulates through the city in different circumstances and times of the day, without prejudice to whether it is day or night, it has a large number of locations in all the places where it is intended to cover the campaign..
- Unipol
This support will be used because it has a location that is owned by the company itself, with which we generate impacts with zero cost in vehicles, in addition to being located on one of the high traffic routes of our GO, especially for people who live in the Lomas de San Andrés.
- Panels (Big Marketing)
This is a new support in Concepción and it allows us, like pallets and shelters, to capture the GO's attention during its daily activities within the city. It is located on the main streets of vehicular traffic, through which our GO transits. and low-level locations, which makes it a high impact support, in addition to the possibility of having a 24-hour maintenance process, which enables the permanence and quality of the message in physical terms.
Point of sale
- Brochures : they will have the objective of informing the GO of the different products that the company offers, in addition to allowing them to be impacted with the central idea of the campaign and thus not lose its coherence. Posters : they will have the objective of supporting other advertising media to maintain the coherence of the campaign so that the GO is impacted with the idea until the last minute of the purchase decision. Pendants : they will have the objective of supporting the other advertising media to maintain the coherence of the campaign so that the GO is impacted with the idea until the last minute of the purchase decision.
Media Tactics
TV
Support: National Television
Intersoportes: News Red Bio Bio
Rating: 33.1
Radio
Support: Radio Bío-Bío, Intersoportes: Hours distributed
Duration: 30 ”
Investment volume bonus of 20% discount.
Support: Radio Activa
Intersoportes: Hours distributed
Duration: 30 ”
Press
Support: El Sur newspaper
Intersoportes: Page determined Odd
Day: Sunday
Investment volume bonus of 40% discount.
Public road
Support: Shelters and Pallets
Intersports:
| Conception | artuto prat / freire |
| chacabuco / ongolmo | |
| vilumilla / maipu | |
| roosevelt / san martin | |
| lomas san andres calle 4 | |
| May 21 / monumental fertile plain | |
| Chiguayante | chiguayante road / main avenue |
| avenue o »higgins / angamos | |
| calle1 / manuel rodriguez | |
| San Pedro de la Paz | av. Los mañios / av. The acacia trees |
| los nogales / avenida los aromos | |
| the lilies / diego muñoz | |
| av. Michimalongo height 1133 | |
| the aromas front entrance essbio | |
| Chiguayante | via chiguayante / sander´s |
| via chiguayante / sotomayor | |
| via chiguayante / villuco cruz de maderas | |
Period: 4 months
Support: Unipol
Intersoportes: Technical building and operations, Paicaví 3055, Concepción
Number of Hits: 2
Period: 4 months
Support: Big Marketing
Intersoportes: Race between Castellon and Tucapel
Number of Hits: 3
Period: 3 months
Point of sale
Support: POP material
Intersoportes: Brochures
Format: 18 x 8 cm
Number of Hits: 3000
Period: 4 months
Support: POP material
Intersoportes: Posters
Format: 80 x 50 cm
Number of Hits: 8
Period: 4 months
Support: POP material
Intersoportas: Hanging
Format: 30 cm
Number of Hits: 15
Period: 4 months
Investment in media
Television: $ 11,372,000 + VAT
Press: $ 13,566,748 + VAT
Radio: $ 10,710,714 + VAT
Public Way: $ 10,419,200 + VAT
Point of Sale: $ 0
Total Vehicle: $ 46,068,662 + VAT
Production:
- Radial phrase 30 ": $ 50,000 + IVASpot 30": $ 600,000 + VAT Printing shelters and pallets (16 impressions): $ 364,800 + VAT Brochures (3,000 impressions): $ 213,000 + IVP Point of Sale Panels (8 impressions): $ 120,000 + IVAChanging (15 impressions): $ 0 (printing bonus) Big Marketing Panels (3 impressions): $ 737,064 + VAT Unipol (2 impressions): $ 1,416,000 + VAT
Total Production: $ 3,500,864 + VAT
Grand Total Campaign: $ 49,569,526 + VAT
Creative strategy
Objective group
Demographic segmentation:
NSE: B-C1-C2
Age: 25 to 45 years.
Sex: Both.
Geographical segmentation:
The people to impact are in Concepción, San Pedro and Chiguayante.
Psychographic Segmentation:
Due to their age and lifestyle, they like technology and the benefits it brings them, in relation to being always communicated and the time savings it implies.
Technology and, therefore, telecommunications are of great value to them because they see it as the way to always be in communication at work as well as with their family and friends.
In their spare time they spend time playing sports, reading newspapers, listening to radio and watching television as well as going on vacation, as well as visiting friends and distant relatives.
One of the goods with the highest value assigned by them, with respect to communications, is the telephone, which is seen as an essential means in their lives and with which they almost completely satisfy their communication needs, complementing it with the use of the Internet..
Basic Promise
Solving the needs of communication between people and information through the use of the best technologies available in the market and at the best prices.
Communication problem
The communicational problem of the company that leads to the decision to generate communicational actions, refers to the fact that Telefónica del Sur does not have a good level of recall and does not have a clear position within the GO, due to the recent entry into the local market and communicational actions. disorganized, which betray a burning of too fast stages aimed at advertising their products and leaving aside the most important thing that is the brand, that is, the creation of the umbrella for their products.
Communication objective
The Communication objective aims to differentiate Telefónica del Sur from its competition by communicating to the GO that it is a Telecommunications company in Southern Chile, for which it knows and understands you.
Positioning to achieve
To position Telefónica del Sur as the Telecommunications Company of the South of Chile, for which it knows you and understands your needs.
Persuasion mechanism
The mechanism to be used in communication will be mostly emotional but without neglecting the rational, taking into account that every emotional process first goes through a reasoning by people.
The emotional will be reflected in the use of colors, shapes, images and the message and thus achieve an identification by the GO with the product, with which we will make them feel that the product is part of them, evoking their identification with the area where you live and feel proud of it.
The rational aspect will be to realize that Telefónica del Sur is the company that achieves these feelings and solves its communication problems.
Creative Way
The path that we will use to reflect the communication objective in the best possible way will not be through objects or icons that conceptualize the company, but rather images that the GO is faced with in daily life and at the same time will be used. Through these images, it reflects the need for communication of the people of these cities, thus causing the feeling of identification with their own and thus humanizing the products of Telefónica del Sur.
In this way, it is also wanted to ensure that the GO, through the Communication pieces, is aware of and values the efforts that have been made in the area to improve communications.
Tone and Style.
This campaign will be developed using a direct tone, with an everyday language, in the second person (You), and the style will be cult-informal, in order to achieve the identification that we seek and not turn the message into something boring but rather dynamic.
Axles
Communication
Because it is the generic need that satisfies and is the most important part of the basic promise of the company.
South
Because this is the differentiating attribute and with which we want to position the company in the market seeking to identify it with the people of Concepción, Chiguayante and San Pedro, making them feel that it is the only company that knows their needs because it is from the same area. geographic.
Creative Central Concept
A telecommunications company that by being South knows and understands you.
Slogan
"He understand you"
Justification of the slogan
With this slogan we will identify the company with its GO and it will be the closure of all the pieces of the campaign that will encompass the idea of being a company in southern Chile that knows you and gives you what you need.
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