Vodafone
FUTURE INDUSTRY LEADER
MARKETING STRATEGY
Project submitted by:
Manish Kamal – X014/15
V. Naidu – X0__/15
Soumya Choudhary – X0__/15
Shankar B Mishra – X0__/15
TABLE OF CONTENT
S. No.
Topic
Page
1
Executive Summary
3
2
Introduction
4
3
Analysis of Buyer behaviour
6
4
Analysis of Current situation
7
Analysis Framework
5
•
PESTEL Analysis
9
•
SWOT Analysis
10
•
Ansoff Matrix Analysis
11
6
STP Strategy
12
7
Vodafone Corporate Objectives (Proposed)
13
8
Impact on Key stakeholders
14
9
Marketing Strategy
15
10
Marketing Action Plans
16
11
Future Product Positioning Strategy
18
12
Projected Profit and Loss Statement
19
13
Contingency Plans
19
EXECUTIVE SUMMARY
After years of focus on voice-telephony, Vodafone should now focus on new areas like Value Added Services (VAS) and data based services for growth in future. Attractive offers in this segment would also help improve the Average Revenue per User (ARPU), a critical profitability parameter for cellular companies.
Vodafone India revenue has grown by 10.6% in FY13 compared to FY12. Its Operating Margin stands at ~ 30%. However, upside in terms of margin improvement with the current focus on voice telephony looks difficult. Thus, the focus needs to change from voice based services to non-voice services where there is significant scope for improvement in terms of revenue growth.
With the sale of 2G and 3G licenses last year and introduction of Mobile Number Portability, these has been a significant change in the competition canvas in the country with all the cellular service companies vying at each other’s share. In such times, it is important to be clear in terms of your target segments based on STP and on how would you differentiate your
MARKETING STRATEGY
Project submitted by:
Manish Kamal – X014/15
V. Naidu – X0__/15
Soumya Choudhary – X0__/15
Shankar B Mishra – X0__/15
TABLE OF CONTENT
S. No.
Topic
Page
1
Executive Summary
3
2
Introduction
4
3
Analysis of Buyer behaviour
6
4
Analysis of Current situation
7
Analysis Framework
5
•
PESTEL Analysis
9
•
SWOT Analysis
10
•
Ansoff Matrix Analysis
11
6
STP Strategy
12
7
Vodafone Corporate Objectives (Proposed)
13
8
Impact on Key stakeholders
14
9
Marketing Strategy
15
10
Marketing Action Plans
16
11
Future Product Positioning Strategy
18
12
Projected Profit and Loss Statement
19
13
Contingency Plans
19
EXECUTIVE SUMMARY
After years of focus on voice-telephony, Vodafone should now focus on new areas like Value Added Services (VAS) and data based services for growth in future. Attractive offers in this segment would also help improve the Average Revenue per User (ARPU), a critical profitability parameter for cellular companies.
Vodafone India revenue has grown by 10.6% in FY13 compared to FY12. Its Operating Margin stands at ~ 30%. However, upside in terms of margin improvement with the current focus on voice telephony looks difficult. Thus, the focus needs to change from voice based services to non-voice services where there is significant scope for improvement in terms of revenue growth.
With the sale of 2G and 3G licenses last year and introduction of Mobile Number Portability, these has been a significant change in the competition canvas in the country with all the cellular service companies vying at each other’s share. In such times, it is important to be clear in terms of your target segments based on STP and on how would you differentiate your