Vodafone has continued to focus on delivering a superior, consistent and differentiated customer experience through its brand and communication activities. A new marketing framework has been developed and implemented across the business. which includes a new vision of expanding the group's category from mobile only to total communications 'to be the communications leader in an extremely connected and dynamic world'. Brand and customer experience continues to deliver on Vodafone's promise of 'helping customers make most of their time'. The brand function has also developed a strategy to develop a competitive local market brand positioning, with local positioning projects now implemented in 12 markets all over the globe.
In September 2007, Vodafone welcomed India with its 'Hutch is now Vodafone' campaign. The migration from Hutch to Vodafone was one of the fastest and most comprehensive brand transitions in the history of the group, with 4,00,000 multi-brand outlets, over 350 Vodafone stores, over 1000 mini stores and over 3000 brand touch points rebranded, with 60% completed in the first 48 hours.
Strengths : - Strong brand name
- Wide distribution network- Financially stable
- Strong customer base
Weaknesses : - People in the Semi-urban and rural areas can't easily relate to the brand
- Low margins for distributors and retailers
Opportunities : - Untapped rural markets
- Introduction of new technologies
- Value added service market
- Business markets
- High brand recall and awareness due to creative campaigns and large customer base
- Extremely high brand equity as it's a globally recognized brand with strong values
- Favorite among the youth due to its unique positioning
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