This PPT includes Telecom Sector information and its Poter's 5 forces. Brief about vodafone and its product, SWOT analysis, and competitor analysis. Similarly for Vodafone product i.e. ITEL A20 MOBILE, explains the Poter's 5 forces, SWOT analysis, STP, Marketing Mix, PLC, Sales forecast, Distribution formats and channels and consumer behavior with the help of Factor Analysis.

1. PRESENTED BY:
Dhroov Sharma
DM17MA23
Marketing Analytics
A BRIEF REPORT ON
VODAFONE MOBILE PHONE IN
INDIA

2. SECTOR INFORMATION
206
300
430
621
846
951
898
846
996
1059
1194.58
1185.58
18.3
26.2
37
52.7
70.9
78.7
74.02
77.58 79.38
83.36
92.98
91.61
0
10
20
30
40
50
60
70
80
90
100
0
200
400
600
800
1000
1200
1400
FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18*
Growth in Total Subscribers
Telephone Subscriber (in million) Teledensity
Source: IBEF Report
• India’s telephone subscriber base
expanded at a CAGR of 19.16%
• The mobile segment’s teledensity surged
from 14.6% in FY07 to 90.70% in FY17
• India is currently the 2nd largest telecommunication market and has the 3rd
highest number of internet users in the world

3. • Strict government regulations
• Extremely high infrastructure setup cost
Threat of New Entrants
• Low Switching cost
• Customers are price sensitive
Buyer Power
PORTER’S 5 FORCES
Threat of Substitutes
• No Competition in the market
• High Competition
• High exit barriers are also
intensifying competition
Rivalry CompetitionSupplier Power
• Few Supplier
• High Switching Cost

4. COMPANY OVERVIEW
• Vodafone was launched in India in September 2007
• Vodafone have consistently been awarded for their best-in-class network,
powerful brand, unique distribution and unmatched customer service
• Vodafone has 18% of Market Share and stood 2nd in the position
• Vision: “Connecting everybody to live a better today and build a better
tomorrow”
Source: Vodafone.in

5. SWOT ANALYSIS
STRENGTH
• Low cost as per the targeted market
• Good product quality
• Multiple flavor
Weakness
Opportunity
Threat • Competitor’s low price plan offering affects Vodafone's margins
• Mobile Number Portability can reduce subscriber base
• Latest and low cost technology can help the brand grow
• Untapped rural market can be a huge Potential
• Not been able to exploit the mobile wallet market (mpesa)
Strength • Most popular cellular service provider across the world
• Strong network capabilities across the country including Rural Market

6. PRODUCTS & SERVICES
1. Vodafone 125
2. Vodafone 225
3. Itel A20
And many more.
1. 4G MiFi
2. 4G Dongle
3. 3G Mobile WiFi
4. 3G Dongle
1. Mobile Internet, 4G
2. Billing & Payment
3. Prepaid Recharge & Balance
4. mpesa
Source: Vodafone.in

7. COMPETITOR ANALYSIS
Xiaomi
27%
Samsung
24%
Vivo…
Lenovo
6%
Oppo
5%
Others
32%
Market Share
Source: International Data Corporation Report
SMARTPHONE SEGMENTTELECOMMUNICATION SEGMENT
Airtel
25%
Vodefone
18%
Idea
17%
Jio
14%
Others
26%
Market Share

8. ITEL A20 MOBILE
• The Android 7.0 Nougat-based
• Powered with 1.3GHz quad-core processor, coupled with 1GB RAM
• The 4G VoLTE-enabled smartphone supports dual-SIM cards
• Packs a 1700mAh battery, and has 8GB of storage
• It bears a 2-megapixel rear camera with flash, and a 0.3-megapixel
(VGA) front camera
• Sensors on board include accelerometer, ambient light sensor, and
proximity sensor

9. • 250,000 Active Patents
• High Capital requirement
Threat of New Entrants
Supplier Power
• Few Chipset Supplier
• High Switching Cost
• Diverse customers
• Low Switching costs
• Lack of brand loyalty
• High competition
Buyer Power
PORTER’S
5 FORCES
• High Competition
• Competitors constantly at
short intervals launch new
variants, Models, Versions
and better features
Rivalry Competition
Threat of Substitutes
• Landline users are declining
• No Significant Tech existing to wipe out Mobile and
Smartphone industry any time soon

10. SWOT ANALYSIS: ITEL A20 MOBILE
• Low Margin to
distributors and retailer
• New to Smart Phone
Segment
• Rural Market penetration
• More featured mobile in
affordable prices
• Highly Competitive
Market
• Low Margin
Threats
• Strong Band Image
• Good product quality,
packaging and at
affordable price
Weaknesses OpportunitiesStrengths

11. SEGMENTATION TARGETING
POSITIONING

12. Geographic:
Rural and Urban areas (North, south, east, west) includes Tier 1 Cities, Tier2 and Tier3 cities
Demographic:
Age: 15 - above
Education: Any
Income: Middle to Upper income
Psychographics: Readiness to try new products, Price sensitive, Techno lover
SEGMENTATION: It defines the consumer

13. TARGETING: It helps to select the consumer
• The primary segment is the one for whom the product is designed
• Most revenue will come from the primary target market
• These customers share common characteristics and behaviors, account for the
highest volume of sales and are most likely to buy now
Here it is: Rural Market, Low Income, Internet Lover, Techno lover

14. POSITIONING: It helps to tap the consumer
“The Future is Exciting”
Vodafone wants his targeted customer to experience a new feature
through purchasing of “Itel A20”, in affordable price.

15. MARKETING MIX

16. PRODUCT
• ANDRIOD VERSION Android v7.0 (Nougat)
• SCREEN SIZE 4.0-inch TFT
• PROCESSOR 1.3 GHz quad-core
• RAM 1 GB
• CONNECTIVITY Mobile hotspot, Wi-Fi, Bluetooth and a MicroUSB
• CAMERA 2MP Primary and 0.3MP Secondary
• STORAGE 8GB inbuilt memory
• COLOUR Silver, Champagne Gold and Dark Blue
• BATTERY 1,700mAh Li-ion
• WARRANTY 1 year manufacturer warranty & 6 month
accessories warranty

17. PRICE
• An affordable 4G smartphone
• The Pricing strategy Vodafone is using skimming
• The Price of Itel A20 is ₹3690/ ₹1590/-

18. PLACE
• ONLINE PLATFORM Amazon, Flipkart

19. PROMOTION

20. PRODUCT LIFE CYCLEAnnualSalesVolume
Time
INTRODUCTION Growth Maturity Decline
R
&
D
• ITEL A20 is in the
Introductory stage

21. SALES FORECAST (Excel)
Source: IBEF Report, https://telecom.economictimes.indiatimes.com/news/35-4g-subscribers-from-rural-areas-jio-and-incumbents-neck-and-neck-in-rural-india-cmr/63597029
IMRB, COAI REport https://www.financialexpress.com/industry/mobile-handset-penetration-why-rural-consumer-is-not-rural-anymore/788513/
206
300
430
621
846
951
898
846
996
1059
1194.58
1185.58
1422.7
1695.86
FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY18 FY19FFY20F
Growth in Total Subscribers
Telephone Subscriber (in million)
CAGR 19.22%
674.61
254.41
684.42
267.50
URBAN RURAL
Smartphone Growth (In Million)
2019 2020

22. SALES FORECAST
Source: IBEF Report, https://telecom.economictimes.indiatimes.com/news/35-4g-subscribers-from-rural-areas-jio-and-incumbents-neck-and-neck-in-rural-india-cmr/63597029
IMRB, COAI REport https://www.financialexpress.com/industry/mobile-handset-penetration-why-rural-consumer-is-not-rural-anymore/788513/
9.29
19.04
0
5
10
15
20
2019F 2020F
Vodafone Smartphone Sales Forecasted
(In Million)
Particular
2019(In
Million)
2020(In
Million)
Net Sales 13935 28560
Cost of sold
goods 6503 13328
Expenses 2787 5712
EBIT 4645 9520
Tax 1161.25 2380
Net Profit 3483.75 7140

23. DISTRIBUTION FORMATS AND CHANNELS
• Indirect Channel
Vodafone
Distributor
Distributor Sales Executives
Retailer
Main
Town
Direct
distribution to
village clusters
within 20kms
Cluster of villages
serviced by
Associate
Distributor
20Km
40Km
Cluster of villages
serviced by
Associate
distributor
35Km
Urban Rural

24. DISTRIBUTION FORMATS AND CHANNELS
• Exclusive Retail

25. DISTRIBUTION FORMATS AND CHANNELS
• Direct Channel
• Direct Sales Agent • Tele-calling • Super call Centre

26. DISTRIBUTION FORMATS AND CHANNELS
Channel Level:
• Zero Level
Vodafone Customer
• One Level
Vodafone Retailer Customer

27. CONSUMER BUYING BEHAVIOUR ON MOBILE
• Factor Analysis*
Group Name Value for Money Stylish
Factors
Processor
Finger Print
Scanner
Battery life Colour
VoLTE 4G
Connectivity (Wifi,
Bluetooth, etc.)

28. CONCLUSION and LEARNING
• Vodafone is trying to penetrate in the market to increase their market share
• Tapping to Lower middle and Rural market
• Vodafone should Improve battery and camera quality
• Vodafone will capture market share as they have all the factors which customer
seeks while purchasing a smartphone
• More intense advertisement should have needed to compete with Jio

29. THANK YOU!!