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Vodafone Brand Positioning
- 1. Presented By A.WadutAl Mamun
- 2. Vodafone India-Overview •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
- 3. Indian Telecom Industry Circles Number in millions Metros 4 114 A circles 5 288 B circles 8 335.5 C circles 6 115 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).
- 4. Indian Telecom Industry Reliance, 16.81% Vodafone, 16.56% Idea, 11.55% BSNL, 10.91% Tata, 9.97% Uninor, 3.67% Aircel, 6.84% 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%.
- 5. Vodafone India MTNL BSNL Reliance Airtel Vodafone Tata Aircel Idea Loop Unitech Videocon MTS High on customer Satisfaction Low on Customer Satisfaction High on service Low on service
- 6. Vodafone-Overview Vodafone MobileSubscribers in the world (%) Vodafone Mobile Penetration in the world (%) Europe, 19 US/Canada, 6 India, 15 China, 16 Africa, 10 Others, 16 Other Asia pacific, 18 130 103 69 65 140 120 100 80 60 40 20 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. 58 0 Europe US/Canada India China Africa
- 7. Vodafone-Overview Vodafone Customersby Market(%) Vodafone Revenue by Market (%) India, 36 Vodacom, 12 Others, 17 German y, 10 Spain, 5 UK, 5 Italy, 6 Egypt, 9 Germany, 17 Italy, 12 Spain, 11 Others, 29 Vodacom, 12 India, 8 UK, 11
- 8. Vodafone India-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
- 9. Market share FavoriteTelecom Brand Airtel 28% Vodafone 59% Reliance 5% Idea 8%
- 10. How people chooseVodafone Purchase Decision Influencers Advertise ments 41% Family 4% Friends 52% Colleagu es 2% Dealers 1%
- 11. Vodafone market research Brand that understands Indian Consumers well Airtel 28% Idea 9% Reliance Vodafone Tata 13% Docomo 5% 45%
- 12. Factors to choose Brand Image 5% Customer Care services 3% Factors important while choosing a Availability 2% mobile service provider. Network 36% Offers 7% Value added services 22% Call rates 25%
- 13. Basic needs ofcustomers Factors important while using mobile. Incoming and outgoing calls 50% SMS packs 19% Internet 31%
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