VODAFONE STP ANALYSIS STP Segmentation: Vodafone segments its target users by Income, Age, Service usage, Nature

of customer, life of the service and geographical condition. Income Age: Vodafone segments its end users by segmenting them into youth and adults. It further categorizes these as college going kids, those that have just entered the corporate world and older adults. Service Usage: Vodafone segments its target consumers /users by the kind of service they are looking for. They offer a variety of VAS and some users use Vodafone for these services. Nature of Customer-Corporate or individual: Vodafone segments its consumers by the nature of the customer, whether they are individual / sole users or whether they work in corporate and are looking to get a corporate connection. Life of the Service: Vodafone segments its target consumers by the life of service they expect to sign up for. Some users want to sign up for a life time card which could be post paid or pre paid card and some users want a card that has a validity date attached to it. They offer differentiated services to each of these segments. Geographical condition Targeting Vodafone is adopting a multi segment approach. They are offering a series of differentiated products to their respective markets. Home calling cards for the family of those professionals who use to work abroad. Rs. 10 recharge for small users. Cheap SMS Facility for youths Facilities for circle users Positioning: Wherever you go the network follows you Hutch as a brand always tried to connect with consumers in a simple,honest and real manner, while Vodafone is a more young and fun brand. So consumers will see a shift reflecting a more vibrant brand promotions. They are talking about the exclusively of the network and the services they are offering to the consumers.

lide 58: SWOT Analysis Slide 59: STRENGTHS Campaign penetrated both in the media as well as in social networking sites Was representation of a common man depicted as a cartoon character ZOOZOO Wide media coverage, more precisely through video Easy and cheap animation leading to low production cost No celebrity endorser - No associated risks and costs

Slide 60: WEAKNESS Had an undermining effect on the brand Vodafone Difficulty in understanding faced by rural population Slide 61: OPPORTUNITIES Revolution in the conventional way of advertising that was through public figures and celebrities Low advertising cost leading to provision of cheaper services IPL Season 2 expected to have good TRPs Huge Market. Slide 62: THREATS A major intimidation to the brand VODAFONE Ads could get lost in major marketing war during IPL

Learnings : Learnings Low cost ads can make good impact Concept is important Expensive Brand Ambassadors could be avoided Ads more relate to common man Most Importantly Keep it simpl

STP Analysis : STP Analysis Slide 64: Segmentation ZOOZOO - A cartoon character which represented common man Segmented basis on types of services used Urban and Rural region customers were separated out Slide 65: Targeting Targeted customers who would use VAS services Different kinds of VAS services were offered for different kinds of customers Urban customers were more in focus Slide 66: where you go the network follows you Hutch , as a brand, always tried to connect with consumers in simple, honest and real manner, while vodafone is more young and fun brand. So consumer will see a shift reflecting a more vibrant brand. The pug and actor Irfan Khan will be retained for the brand position. Positioning