80-81 / 111
2018 was extremely dynamic for the telecom market,
with major changes in two of its major companies.
One of the organizations went through a process of
complete change of the name of the brandwithwhich it
operates. The rebranding campaign was supported by
large-scale communication through various channels
– television, print, online and outdoor advertising;
positioning in a variety of events; enhanced PR
presence in the media.
For the other serious player on the telecom market
in the country, the year passed under the sign of the
change of ownership of the company. The deal was
widely covered in the media in Bulgaria and for several
months has become one of the most commented
economic themes in the public space.
In these conditions of enhanced public communication
with regards to its two largest competitors on the
market, VIVACOM has managed to maintain its
steady presence in the media and increase consumer
confidence.
Evidence of this is the study ‘Positioning of
TelecommunicationCompanies’ conducted inDecember
2018 – January 2019. Its main goals were to establish
consumer attitudes and needs regarding telecom
services and how the leading operators in our country
are positioned according to the degree of satisfaction
of their clients. The scope of the query included the
most important services from a consumer point of
view – mobile voice service, mobile broadband, digital
satellite television, IPTV package and optical Internet
from a single provider. The data showed that
VIVACOM
is positioned as a preferred company of consumers for
which the family is one of the core values, along with
communication, positivism and honesty
. For them,
telecommunication services are a way to be in touch
with their loved ones or to provide entertainment and
pleasure. They are looking for convenient and easy-to-
use services from a trustworthy and reliant company
that offers good value for money. This positioning is
the result of VIVACOM's long-term strategy of offering
and communicating a wide portfolio of products and
services for the whole family. For that purpose, the
‘Different Together’ comprehensive communication
platform launched in 2017, with the main characters
in the advertising campaigns the four members of
the screen ‘family’ of VIVACOM, played a major role.
The results of the survey are proof that it works
successfully to position our brand as a trusted partner,
making life of every family easier and more enjoyable.
They also show that our advertising activities have
been effective in achieving our goals.
As a company, we strive to be as effective as possible
in everything we do, and that is why we measure also
the effectiveness of our communication campaigns.
For 2018, we achieved exceptionally high score of 3%
in the most important metric of TV advertising – SOS/
SOV (Share Of Spending / Share Of Voice). It shows
the ratio between the invested ad budget and the
audience reached by the ads, according to the official
channel ratings for a given time period. According to
Nielsen data, 3% is the highest score for the telecom
sector for the whole of 2018 and the best for VIVACOM
for the past few years.
Users of telecommunication services describe
VIVACOM as:
An operator that provides attractive and
diverse bundled services;
An operator who provides innovative products
and services and is constantly in line with market
trends.
Main results
Positioning of VIVACOM’s
mobile voice service
(from a user’ point of view):
•
Best network coverage, incl. 4G/LTE network;
• Unlimited minutes to all networks;
• Best (attractive) monthly fee;
• A great choice of tariff plans.
Positioning of VIVACOM’s
mobile broadband
(from a user’s point of view):
• Best coverage of the 4G/LTE network;
• Continuous and high bandwidth, stable
connection.
Positioning of VIVACOM’s
IPTV package and
optical Internet
(from a user’s point of view):
• An operator providing the best interactive TV, a
wide choice of TV channels;
• Continuous and reliable Internet connection;
• High-speed Internet connection.
4.5.1.
Market – VIVACOM positioning
Positioning of VIVACOM’s
digital satellite TV
(from a user’s point of view):
• A wide choice of TV channels, incl. film channels;
• High quality TV picture and sound;
• Reliable TV signal (without interruptions);
• Attractive prices.
Study on ‘Positioning of Telecommunication
Companies’ conducted by Gallup International in
the period December 2018 – January 2019, with
a representative sample: urban population 15-60
years old (with an additional subsample of the rural
population to cover the service of digital satellite TV);
2032 completed personal interviews.
→
2018
57
2017Q2
62
2018Q2
Mobile Voice Services
2018
2018
60
2017Q2
66
2018Q2
Fixed Broadband
71
2017Q2
75
2018Q2
Mobile broadband
2018 2018
68
2017Q2
79
2018Q2
Television
National representative survey conducted by Gallup International comparing data for the second quarter
of 2018 against the same period in 2017
ANNUALREPORT
2018
INTEGRATED
4.
PERFORMANCE
4.5.
Dynamic
80
81