GAP ANALYSIS

SERVICE MARKETING

Snapshot
o o o o o o

Industry: Telecommunications Predecessor: Hutchinson Essar Founded in: 1994 Headquarters: Mumbai, Maharashtra Parent Company: Vodafone International Holdings Products/Services: Mobile Telephony Services, Wireless Broadband services

Market Share

1.2.37Ps
Product:
oVodafone provides customers with opportunities to chat, play games, send SMS, internet services, ring tones, delight services, 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.

Place:
oVodafone is a pan India operating service provider with stores throughout. oIt sells through its Vodafone Stores and Vodafone Mini stores and retailers. oOnline buying/bill paying/recharging options are also now available making www.vodafone.in as a place

Price:
oCharges vary from plan to plan and region to region. oPostpaid as well as prepaid options are available for the customers. oCampus plans and corporate plans to promote group buying are also available.

Promotion:
o Zoozoo, Pug, Blackberry Boys, Irrfan Khan

oExtremely successful promotional strategies.

oThe stores, its products and its staff all project 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

People
oWell trained staff and constant monitoring helps oCustomers using the services of Vodafone also constitute a part of this P. oOther people associated with the Vodafone services are the BPO employees, technicians, sales persons, dealers, etc.

Process
oTRAI 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.

Physical Evidence
oVodafone Stores oSim Cards oKiosks oCharging Desks oStalls and Promotional Products

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

Objectives Survey
To analyze the overall Service Level of Vodafone

To ascertain various GAPS

To get true consumer insights

To give necessary recommendations

GAP 1
GAP 2

The GAP Model

GAP 3

GAP 4
GAP 5

Research MethodologyFindings
o Promotional

activities Main takeaway from

o Positive Influence on Customers o Very Effective

o Connectivity

promos o Highly Rated Factors

o Connectivity o 2G/3G Value Added Services o Online recharge o Experience at Vodafone Stores

Research MethodologyFindings
o At

Par with Overall Score

o Discounts o Promotions

o Lower

that Overall Score

o Customer Service Quality o Tariffs o Business Ethics

GAP 1
Market

research:

o Promotions aimed at Value Added Services o It remains the least important factor in the survey o Spending can be redirected

Relationship

Marketing:

o Grievances not handled adequately o Customer may shift loyalty o Customers showed such inclination

GAP 1
Service

Recovery:

o Very low correlation between the promotional activities and the Customer Service Delivery (Pearsons Coefficient, r=0.098) o Mix of Highly Satisfied and Dissatisfied Customers o Shows a Gap in the Model

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:

o High expectation levels. o Uninterrupted and economical service. o Customers ready to pay premium for service.

GAP 2
o Ethical

Practices:

o Involved in various unnecessary schemes being activated without customers requests and balance deducted. o Substantial population of 6-8% facing the same situation)

GAP 3
o Employee

Role:

o Ambience and service at Vodafone stores deliver upon its standards. o Employees not trained enough to deliver solutions to the customer. o Create a flaw in the system while system is in place but the person using the system not efficient enough to utilize it.

o Impact:
Lack of proper service delivery Low customer retention.

GAP 4

External Communication:

Service Delivery:
Providing various options in tariffs. Other service providers also providing same service at lower costs.

Perceived as expensive service provider. Value proposition: Quality Higher prices signifying higher prices. Recommendations:

Pricing needs to be addressed and made value based so that people feel the service is value for money and not premium service.