vodafone marketing analysis_1
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7/31/2019 VODAFONE Marketing Analysis_1
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Marketing Analysis
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Voice data fone INDIA
Second largest mobile network in India
Formerly Vodafone Essar and Hutchison Essar
Brand Image : Young and fun oriented
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Vodafone INDIA
Second largest mobile network in India
Formerly Vodafone Essar and Hutchison Essar
Brand Image : Young and fun oriented
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Telecom Services : INDIA
Fixed Line Services
Mobile Services (GSM & CDMA)
Internet Services International Long Distance Services
National Long Distance Service
Mobile Money
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Voda Products & Services
VoiceData
Messaging
Fixed Line
Handsets
Mobile connects
Services PackagingPre-paid
Post-paid
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STP Analysis
Segmentation Income
Age
Usage
Geographical conditions
Targeting Multi segment Approach
Differentiated Products
Home calling cards
Chota recharge
750 Sms 49 rs mein Facility for circle users
Positioning Honest & simple promise of Reliable Connection
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Vodafone Operations
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Distribution & Sales
Vodafone
Distributor
Retailer
Customer
Primary sales
Secondary sales
Tertiary sales
Distribution Channel SalesChannel
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Channel Structure
Direct Indirect Misc. Sales
Channel
structure
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Distribution Network
Front channel roles:
Order Handling
Storage
Display Promotion
Selling
Product Info & feedback
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Vodafone Sales
Vodafone Outlets
Vodafone Shops
Vodafone teleshops
Sales Kit/Dealers Vodafone online
Other resellers online
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Dealer Selection
Sound financial background
Good market reputation
Good previous track record
Good market penetration Different geographical areas
Minimum product stock/ info to be maintained
Trained by Vodafone time to time
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Dealer Responsibilities
Educating customers
Pre sale
Selling
Post sale service Promo Activities
- Zonal level: Road shows etc
- Circle level: FM,Local newspapers
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Dealer Other Roles
Recruitment- under guidance of Vodafoneofficials
Training and development of manpower
Performance Appraisal
Feedback & customer satisfaction
Promote other products
Margin Adjustment
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Integrated Marketing
Ads
Sales promotions
Events and experiences
PR & Publicity Direct Marketing
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Media Com Homework
Pain Points Poor Infra (call quality)
Price conscious
Too many options
Poor after sales service Quality
Voda Benefits Superior signal strength
Easy Availability, challenges status Quo
Reason to Believe Honest & simple promise of Reliable Connection
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Ad Campaigns
TVC
Radio
Films
Print Local
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Media Promotion
Message strategy : Simple and short,
Creative strategy: Uncomplicated & Creative
Zoozoo Concept, grabs
attention
Execution Strategy: Fine tuned, 30ads Aired each
day in IPL2
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Salient Features
Endorser : Zoo Zoo Objective: Created to convey VAS
Target Audience: Common Aspirant Indian,
the larger chunk
Budget: Low cost, High Impact
Results : Strong Advertising persuades the customer
& creates a Feeling of Omni-presence and strongnetwork
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Urban & Rural
Urban Consumer Profile 163% Tele density vs village 35%
Spoilt with too many chices
Rural Consumer Profile Multiple Languages
Low Spending habits Cultural differences
Life style
Demographics & Regions
Education
Basic handsets
Poor Infra: Reach-Green connections
Revenue Model- VAS-The Cash Cow Info VAS
Entertainment VAS
M-commerce VAS
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Project Pappu
Sustained reach of VODA to be followed by Salesand distribution
Make its service(prepaid) available near every villagePappu’s house.
Super Distributor at the hub, Associate distributor atspokes in a two tier model. The AD is a keystakeholder. Being a local, he brings familiarity withthe local environment.
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Thank You