Vodafone Services Mktg

7/29/2019 Vodafone Services Mktg

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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.

Documents

Vodafone Services Mktg