Vodafone Brand Positioning

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HISTORY Market Research Brand Positioning Presented By A.Wadut Al Mamun

description

Brand positioning of Vodafone.

Transcript of Vodafone Brand Positioning

Page 1: Vodafone Brand Positioning

HISTORY

Market ResearchBrand Positioning

Presented ByA.Wadut Al Mamun

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• 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

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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

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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

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MTSVideoconUnitechLoop

IdeaAircel

Tata

Vodafone

AirtelRelianceBSNL

MTNL

High on customer Satis-faction

Low on Customer Satis-faction

High on service

Low on service

Vodafone India

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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

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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

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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

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Market share

Airtel28%

Voda-fone58%

Reliance5%

Idea8%

Favorite Telecom Brand

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Adver-tisements

41%

Family4%

Friends53%

Colleagues2% Dealers

1%

Purchase Decision In-fluencers

How people choose Vodafone

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Vodafone market research

Airtel28%

Idea8%

Reliance13%Tata Docomo

5%

Vodafone45%

Brand that understands Indian Consumers well

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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.

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Incoming and outgo-ing calls

50%Internet31%

SMS packs19%

Factors important while using mobile.

Basic needs of customers

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Thank You