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MTS helped eggs
The new brand statement liked subscribers
The eggs, which have become an integral part of advertising MTS, have rendered us good service. Its advertising has become more recognizable, and the number of subscribers who consider desirable operator MTS has increased.
At the disposal of "Vedomosti" were the results of several independent studies showing the changes in the MTS brand awareness since May 2006, when inscription "MTS" on a yellow background has given way to the egg white in a red square. Since then, according to Millard Brown, who "Vedomosti" has given MTS operator awareness advertising in all media rose from 84% to 91%. The number of MTS subscribers, who believe that the operator is interested in them as clients as well as respondents who consider desirable operator MTS has increased by 19% (absolute figures MTS does not disclose). According Analytics Market Research Corporation, in the last campaign of MTS, the operator advertised "International roaming", its brand identified 82% of respondents. How attractive this ad appreciated 83% and of surveyed subscribers of other operators wish to take advantage of MTS appeared in 37%.
Recent videos operator:
President of MTS Leonid Melamed most pleased that during the year the company has managed to change the attitude to her customers, investors, shareholders, "began increasing use of mobile communications, substantial growth in ARPU (average revenue per user. -" Vedomosti "), beaten even our own expectations revenue growth in the past year. " Russian ARPU, the company grew in the I quarter of 2007 compared to the same period of 2006 by 24% to $ 8, 8, and the average time of use of subscriber services - 13, 6% to 134 minutes per month. As head of MTS in April 2006, Melamed had hoped to increase the company's revenue for the year by at least 10-15%, but it turned out 35, 5%. "Re-branding has become an important element of the overall process [changes in the company], and the same scenario we will try to implement in Ukraine, where the MTS brand will begin to deduce the end of June", - he said.
The main competitor of MTS in Russia - "VimpelCom" has updated the brand in April 2005 to replace .: blue corporate colors and logo with a bee came in black and yellow stripes. A year from now the share of "committed", ie. E. The most loyal customers, who are not going to change the brand and recommend it to others, increased "VimpelCom", according to TNS, from 22% to 35%. At the end of 2004, "VimpelCom" had 28, 5% of total revenues of cellular operators "big three", in 2005 - 30, 2%. MTS share in the proceeds "Big Three" was reduced in 2005-2006. 47, 1 to 42%, 7%.
TNS assessed for "VimpelCom" and recognition of its advertising, but the method of investigation was different than that of MTS. "Respondents showed only television commercials, which previously was removed from all branded elements", - says a leading communications manager of "VimpelCom" Svetlana Anurova. Millard Brown showed respondents advertising MTS in its entirety - to measure their overall awareness of the advertising company, says a spokesman for MTS Irina Osadchaya.
The general director of BBDO Branding Turhan Mahmudov said the growth of advertising awareness MTS 7 percentage points is very good, stressing that this contribution not only to the brand but also the advertising activity of all market participants. Expenses MTS sales and marketing in Russia in 2006 decreased by 11, 8% to $ 419, 5 million. The "VimpelCom", says Anurova, marketing costs are growing each year due to the growth of business and the cost of the media carriers. The "MegaFon", according to his press secretary Marina Belasheva, the advertising budget in 2006 was also up slightly.
Sergey Koptev, chairman of Publicis Groupe in Russia (one of the four leaders of the global advertising market) believes that the bright and provocative image of the MTS is still not used by the operator to the full. "The moment [to] do it quickly and powerfully, missed, but to unleash the potential of the brand is never too late", - he said.
Recall that in January, the MTS has changed the vice president of marketing. Grzegorz Ash copied competitors, experts say.
To build on the success of MTS approved a new brand strategy, designed for two or three years, told "Vedomosti" vice president of marketing Cynthia Gordon, "The old brand strategy is considered only as one of the elements of communication with subscribers. Now we are looking at a brand is much broader - it is all that is associated with the perception of the company to its customers, from the design of advertising and sales centers to the quality of services. " The strategy MTS has developed a new tagline, keywords which - "is always more».
All the news about MTS
Igor Tsukanov
Elena Vinogradova
Rinat Sagdiev
via vedomosti.ru
The eggs, which have become an integral part of advertising MTS, have rendered us good service. Its advertising has become more recognizable, and the number of subscribers who consider desirable operator MTS has increased.
At the disposal of "Vedomosti" were the results of several independent studies showing the changes in the MTS brand awareness since May 2006, when inscription "MTS" on a yellow background has given way to the egg white in a red square. Since then, according to Millard Brown, who "Vedomosti" has given MTS operator awareness advertising in all media rose from 84% to 91%. The number of MTS subscribers, who believe that the operator is interested in them as clients as well as respondents who consider desirable operator MTS has increased by 19% (absolute figures MTS does not disclose). According Analytics Market Research Corporation, in the last campaign of MTS, the operator advertised "International roaming", its brand identified 82% of respondents. How attractive this ad appreciated 83% and of surveyed subscribers of other operators wish to take advantage of MTS appeared in 37%.
Recent videos operator:
President of MTS Leonid Melamed most pleased that during the year the company has managed to change the attitude to her customers, investors, shareholders, "began increasing use of mobile communications, substantial growth in ARPU (average revenue per user. -" Vedomosti "), beaten even our own expectations revenue growth in the past year. " Russian ARPU, the company grew in the I quarter of 2007 compared to the same period of 2006 by 24% to $ 8, 8, and the average time of use of subscriber services - 13, 6% to 134 minutes per month. As head of MTS in April 2006, Melamed had hoped to increase the company's revenue for the year by at least 10-15%, but it turned out 35, 5%. "Re-branding has become an important element of the overall process [changes in the company], and the same scenario we will try to implement in Ukraine, where the MTS brand will begin to deduce the end of June", - he said.
The main competitor of MTS in Russia - "VimpelCom" has updated the brand in April 2005 to replace .: blue corporate colors and logo with a bee came in black and yellow stripes. A year from now the share of "committed", ie. E. The most loyal customers, who are not going to change the brand and recommend it to others, increased "VimpelCom", according to TNS, from 22% to 35%. At the end of 2004, "VimpelCom" had 28, 5% of total revenues of cellular operators "big three", in 2005 - 30, 2%. MTS share in the proceeds "Big Three" was reduced in 2005-2006. 47, 1 to 42%, 7%.
TNS assessed for "VimpelCom" and recognition of its advertising, but the method of investigation was different than that of MTS. "Respondents showed only television commercials, which previously was removed from all branded elements", - says a leading communications manager of "VimpelCom" Svetlana Anurova. Millard Brown showed respondents advertising MTS in its entirety - to measure their overall awareness of the advertising company, says a spokesman for MTS Irina Osadchaya.
The general director of BBDO Branding Turhan Mahmudov said the growth of advertising awareness MTS 7 percentage points is very good, stressing that this contribution not only to the brand but also the advertising activity of all market participants. Expenses MTS sales and marketing in Russia in 2006 decreased by 11, 8% to $ 419, 5 million. The "VimpelCom", says Anurova, marketing costs are growing each year due to the growth of business and the cost of the media carriers. The "MegaFon", according to his press secretary Marina Belasheva, the advertising budget in 2006 was also up slightly.
Sergey Koptev, chairman of Publicis Groupe in Russia (one of the four leaders of the global advertising market) believes that the bright and provocative image of the MTS is still not used by the operator to the full. "The moment [to] do it quickly and powerfully, missed, but to unleash the potential of the brand is never too late", - he said.
Recall that in January, the MTS has changed the vice president of marketing. Grzegorz Ash copied competitors, experts say.
To build on the success of MTS approved a new brand strategy, designed for two or three years, told "Vedomosti" vice president of marketing Cynthia Gordon, "The old brand strategy is considered only as one of the elements of communication with subscribers. Now we are looking at a brand is much broader - it is all that is associated with the perception of the company to its customers, from the design of advertising and sales centers to the quality of services. " The strategy MTS has developed a new tagline, keywords which - "is always more».
All the news about MTS
Igor Tsukanov
Elena Vinogradova
Rinat Sagdiev
via vedomosti.ru
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