Vodafone's Segmentation, Targeting and Positioning

         Vodafone is is continuing to grow a solid, loyal customer base because the company offers excellent product along with excellent customer service.The company continues to offer a variety of services, including data, messaging, voice and broadband. It's continuous advancement in the data services, they offer by developing its 3G networks and the capabilities of various handsets.

SEGMENTATION:-

Segmentation is the process of splitting (segmenting) the entire market into smaller groups. Demographics is the most common variable of market segmentation that includes age, gender, income, geographic, psychograhpic and behavioural.Markets are made up of many distinct groups of people who have common characteristics as consumers. Some of those groups may not be immediately obvious. All of them command tremendous buying power. But they direct it to products and services that address them as a highly individual subdivision or segment of the market.

Vodafone's Segmentation :

1. Demographics - Age > 13 to 65

                            - Income > Small, Middle and High level Markets(Both B2B and B2C)

                            - Urban, Semi-urban and rural areas

2. Psychographics - Preferably Youth and and People in the Urban and Semi-urban areas

                              - People who are willing to pay more for a premium service

Vodafone's Targeting Strategies :-

1. B2C Market : Recharge plans starting from as low as INR 10 and going up to INR 500.

                        - Data plans ranging from INR 44 to INR 250

2. B2B Market : Recently launched plans and packages for SMEs as well as large scale 

                          businesses which can be customized according to their needs

3. Value Added Services and Discounts : To target home-makers, students & professionals

         Due to the extensive price range of its various voice, messaging and data services and it's variety of value added services which can be customized as per individual customers' needs and wants, Vodafone strategically targets customers and consumers of all ages and incomes.

Vodafone's Positioning :-

Product       :   Both Premium and Basic ( Voice, data and messaging services as well as 

                       mobile transfer and IT solutions for businesses) 

Price           :   For small, middle and high level markets ( Depending on the requirements,

                       voice, data and messaging packages are available in different price ranges)

Distribution :   Exclusive Retail Stores as well as sales at small retail shops to reach as 

                       many customers as possible