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Vodafone PDF
Vodafone PDF
India scale
Country
Population (m)
China
1323
India
1180
United States
302
Indonesia
245
Uttar Pradesh
191
Brazil
189
Pakistan
165
Bangladesh
147
Russia
143
Nigeria
131
Japan
127
Bihar
121
Maharashtra
108
Mexico
107
Philippines
89
Madhya Pradesh
88
West Bengal
88
Vietnam
84
Germany
82
Egypt
79
Ethiopia
75
15
Ave. ARPU
(US$)1
Mobile penetration1
Ave. RPM
(US$)1
3.5
70%
0.01
3 Metro circles2
Large cities; high purchasing power, high population density,
cosmopolitan
160% penetration
5 A circles
Delhi
8 B circles
Kolkata
Mumbai
6 C circles
Chennai
Zonal Head
All Channels
Marketing
First level of
General management
Customer
Service
Credit &
Collection
Network
Channel structures
Vodafone
Indirect Channel
Exclusive Retail
2 tiered distribution
model
Exclusive
Primary focus on
postpaid, terminals
& data
Focused on prepaid
Direct Channels
Modern Trade
Focused on postpaid
B2B Business
Enterprise
VGE
National A/C
SME
Includes fixed line
and data
Vodafone
Distributor
Distributor Sales
Executives
Retailer
Retailer Retailer
Retailer
SIM, recharge vouchers
and e-top up
Direct distribution to
village clusters
within 20kms
20KM
Main
Town
40KM
35KM
Cluster of
villages
serviced by
Associate
distributor
Cluster of
villages
serviced by
Associate
distributor
2443
1339
2263
1951
3524
766
5 km
2443
1126
Cell-site location
9
Population
9,000
1,200,000
8,000
7,000
1,000,000
6,000
800,000
5,000
600,000
4,000
3,000
400,000
MAR 11
EtopUp outlet
23.5K channel partner sales force serving 1.25 million multi brand outlets in 360K town and villages
10
1,250,608
867,267
1,098,465
MAR 10
778,730
Activation Outlet
963,033
MAR 09
680,052
MAR 08
740,718
415,471
Sep 11
200,000
434,421
Associate Distributors
8,454
MAR 11
3,859
7,913
MAR 10
3,726
Distributors
5,646
MAR 09
3,619
3,293
MAR 08
3,335
1,519
2,321
1,000
346,384
2,000
Sep 11
Exclusive retail
Vodafone exclusive retail
11
Vodafone Store
Experience
Convenience
Service advantage
Home of the Smartphone
Entrepreneurial model
Low cost
Differentiator in rural
market Face of brand
465
681
348
217
369
7,125
1,151
2,497
1,827
1,105
Total
7,590
1,832
2,845
2,044
1,474
Vodafone Stores
The widest presence of exclusive retail in the country, servicing over a million walk-ins, selling 33%
of total postpaid, and 8% of prepaid acquisition every month
12
Direct channels
Direct Sales Agent
Feet on street, cold calling
Tele-calling
Channel managed by the Business Partner under supervision of the Vodafone Channel Manager
13
Appoint new
retailers
Identify Visible Gaps
14
Activation
Recharge
Booster
Entertainment
Incentivising improvement
Build efficiency in target setting
Weekly booster on
Minimum Daily Activations
Bonus Card Sale
15
High quality
Low revenue
Revenue
High quality
High revenue
Low quality
Low revenue
Low quality
High revenue
L
Quality
16
Retailer Name
Town Name
FOS/DSE name
Dist Name
FTD, MTD and last MTD
Gross UB last MTD:- 25
Gross UB MTD:- 15
Etopup tertiary last month:
12000
Etopup tertiary this month:
6000
Data pack sold
17
Vodafone
Passbook
May11,Etop Com 1796,OTF
12513, QPS Early Bird 2520,
Apr
QPS
17520,
MNP
Recharge Sch 150, MNP Sch 0,
MNP
*121
Com
220,
Anya12895,
Kul
47614.
Hamara wada kamai sabse
JYADA
Cell-site info
Retail delight
Performance in a town/village
cluster
Used for acquisition cost planning
Relative position to competition
and action planning to improve
share-customer & acquisition
Platinum
Gold
Silver
Bronze
Mar-10
6
11
10
5
Oct-10
6
15
9
2
Jun-11
6
17
7
2
Churu
Bikaner
Jhunjhunu
Sikar
Jaisalmer
Nagaur
VAS
Bharatpur
Jodhpur
Jaipur
Alwar
Ajmer
Barmer
Pali
Jalore
Sirohi
Bhilwara
Rajsamand
Chittaurgarh
Udaipur
Tonk
Dausa
Sawai
Bundi
Kota
Baran
Jhalawar
Dungarpur
Banswara
18
Karauli
Dhaulpur