Vodafone Brand Positioning
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Transcript of Vodafone Brand Positioning
HISTORY
Market ResearchBrand Positioning
Presented ByA.Wadut Al Mamun
• Vodafone acquired a 67% stake in Hutchison Essar for $10.7 billion. The company was renamed Vodafone Essar. 'Hutch' was rebranded to 'Vodafone'.2007
• Vodafone acquired the licenses in remaining 7 circles and started its pending operations in Madhya Pradesh circle, as well as in Orissa, Assam, North East and Bihar.2008
• Vodafone Group buys out its partner Essar from its Indian mobile phone business. It paid $5.46 billion to take Essar out of its 33% stake in the Indian subsidiary. It left Vodafone owning 74% of the Indian business.
2011
Vodafone India-Overview
India's teledensity has improved from under 4% in March 2001 to around 76% by the end of March 2013. The mobile subscriber base (GSM and CDMA combined) has grown from under 2 m at the end of FY00 to touch 812 m at the end of March 2011 (average annual growth of nearly 73% during this eleven year period).
Circles Number in millions
Metros 4 114
A circles 5 288
B circles 8 335.5
C circles 6 115
Indian Telecom Industry
Reliance; 16.81%
Vodafone; 16.56%
Idea; 11.55%
BSNL; 10.91%
Tata; 9.97%
Aircel; 6.84%
Uninor; 3.67%
Bharti; 19.70%
Others; 3.90%
The GSM ARPU(Average revenue per user) is Rs 100 (~ USD 2.2) per month.There is a wide disparity in the rural and urban teledensity with rural teledensity at 34% vs. urban teledensity of around 157%.
Indian Telecom Industry
MTSVideoconUnitechLoop
IdeaAircel
Tata
Vodafone
AirtelRelianceBSNL
MTNL
High on customer Satis-faction
Low on Customer Satis-faction
High on service
Low on service
Vodafone India
Vodafone Mobile Subscribers in the world (%)
Vodafone Mobile Penetration in the world (%)
Europe; 19
US/Canada; 6
India; 15
China; 16
Other Asia pacific; 18
Africa; 10
Others; 16
The total mobile subscribers in the world is 5.6 billion , out of which India occupies a market share of 15 % , after Europe and China.
Europe US/Canada India China Africa0
20
40
60
80
100
120
140
130
103
69 6558
Vodafone-Overview
Vodafone Customers by Market(%) Vodafone Revenue by Market (%)
India; 36
Voda-com; 12Germany; 10
Egypt; 9
Italy; 6
UK; 5
Spain; 5
Others; 17Germany; 17
Italy; 12
Spain; 11
UK; 11
India; 8
Vodacom; 12
Others; 29
Vodafone-Overview
Strengths Strong brand name Wide distribution network Financially stable Strong brand connect with the
customer Strong customer base
Weaknesses An international brand name may
mean that Indians may view it as a foreign brand
Low margins to distributors and retailers
Servicing of client needs.
Opportunities Untapped rural market Introduction of newer technologies Value added services market Business markets
Threats A number of competitors entering
the telecom space Mobile number portability Fear of consolidation in the industry
Vodafone India-Overview
Market share
Airtel28%
Voda-fone58%
Reliance5%
Idea8%
Favorite Telecom Brand
Adver-tisements
41%
Family4%
Friends53%
Colleagues2% Dealers
1%
Purchase Decision In-fluencers
How people choose Vodafone
Vodafone market research
Airtel28%
Idea8%
Reliance13%Tata Docomo
5%
Vodafone45%
Brand that understands Indian Consumers well
Factors to choose
Brand Image5%
Customer Care services
3%Availability
2%
Network36%
Offers7%
Call rates25%
Value added services
22%
Factors important while choos-ing a mobile service provider.
Incoming and outgo-ing calls
50%Internet31%
SMS packs19%
Factors important while using mobile.
Basic needs of customers
Thank You