vodafone services mktg
TRANSCRIPT
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SERVICE MARKETING
GAP ANALYSIS
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Snapshot
o Industry: Telecommunications
o Predecessor: Hutchinson Essar
o Founded in: 1994
o Headquarters: Mumbai, Maharashtra
o Parent Company: Vodafone InternationalHoldings
o Products/Services: Mobile Telephony Services,Wireless Broadband services
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Market Share
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1.2.37PsProduct:
oVodafone provides customers with
opportunities to chat, play games, send
SMS, internet services, ring tones, delightservices, internet on the go, dialing cards.
oValue added Services (VAS) like caller
tunes, job info, cricket scores, etc.
oVodafone live! provides on-the-move
information service.
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Place:
oVodafone is a pan India operating service
provider with stores throughout.
oIt sells through its Vodafone Stores andVodafone Mini stores and retailers.
oOnline buying/bill paying/recharging
options are also now available making
www.vodafone.in as a place
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Price:
oCharges vary from plan to plan and region
to region.
oPostpaid as well as prepaid options areavailable for the customers.
oCampus plans and corporate plans to
promote group buying are also available.
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Promotion:
oExtremely successful promotional strategies.o Zoozoo, Pug, Blackberry Boys, Irrfan Khan
oThe stores, its products and its staff allproject the brand image.
oStores also have special offers and
promotions (like the Thank You cards)
oSponsoring of global sports events like IPL,
cricket tournaments
oSocial media presence
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PeopleoWell trained staff and constant monitoring
helps
oCustomers using the services of Vodafonealso constitute a part of this P.
oOther people associated with the
Vodafone services are the BPO
employees, technicians, sales persons,
dealers, etc.
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ProcessoTRAI Defined processes are followed.
oCompany has their own Best practices
and processes.oOther sub-services like VAS, internet on
the go require specific procedures to avail
this process.
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Physical EvidenceoVodafone Stores
oSim Cards
oKiosks
oCharging Desks
oStalls and Promotional Products
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Business Strategy
Business Strategy is product led.
Technology driven product development
Youth oriented approach in NPD
Constant innovation on Promotions
USP Value Added Services
Good Hold in Metros, Lags in Tier II and III
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Objectives Survey
To give necessary recommendations
To get true consumer insights
To ascertain various GAPS
To analyze the overall Service Level of Vodafone
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GAP1
GAP2
GAP3
GAP4
GAP5
The
GAPModel
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Research Methodology-
Findingso Promotional activities
oPositive Influence on Customers
oVery Effective
o Connectivity Main takeaway frompromos
o Highly Rated Factors
oConnectivityo2G/3G Value Added Services
oOnline recharge
oExperience at Vodafone Stores
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Research Methodology-
FindingsoAt Par with Overall Score
oDiscounts
oPromotions
o Lower that Overall ScoreoCustomer Service Quality
oTariffs
oBusiness Ethics
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GAP 1Market research:
oPromotions aimed at Value Added Services
o It remains the least important factor in the survey
o
Spending can be redirected
Relationship Marketing:oGrievances not handled adequately
oCustomer may shift loyalty
oCustomers showed such inclination
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GAP 1
Service Recovery:oVery low correlation between the promotional
activities and the Customer Service Delivery(Pearsons Coefficient, r=0.098)
oMix of Highly Satisfied and Dissatisfied
Customers
oShows a Gap in the Model
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GAP 2
o Service Innovations:o Chhota Recharge, Chhota Credit
o Innovation needs consistency
o
Competitors service lines like Airtel Money, etc.gives them a superior edge over Vodafone.
o Customer Design Standards:oHigh expectation levels.
oUninterrupted and economical service.
oCustomers ready to pay premium for service.
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GAP 2
o Ethical Practices:o Involved in various unnecessary schemes being
activated without customers requests andbalance deducted.
oSubstantial population of 6-8% facing the same
situation)
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o Employee Role:oAmbience and service at Vodafone stores deliver
upon its standards.
oEmployees not trained enough to deliver
solutions to the customer.
oCreate a flaw in the system while system is in
place but the person using the system not
efficient enough to utilize it.
o Impact:
GAP 3
Lack of proper
service delivery
Low customer
retention.
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External
Communication:
Perceived as
expensive service
provider.
Value proposition:
Quality
Higher prices signifying
higher prices.
Service Delivery:
Providing various
options in tariffs.
Other service
providers also
providing same
service at lower
costs.
GAP 4
Recommendations:Pricing needs to be addressed and made value based so that
people feel the service is value for money and not premium
service.