Vodafone Launches Ultra Low Cost Mobile Handsets for Emerging Markets
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Details
Case Code:
CLMM085
Case Length:
4
Period:
Pub Date:
2010
Teaching Note:
NO
Price (Rs):
200
Organization:
Vodafone, Plc.
Industry:
Technology & Communications
Country:
Global
Themes:
Marketing Strategy,Pricing, Product Launch
Abstract
In early 2010, the London-based telecom giant Vodafone Group Plc launched low cost handsets of which one was priced at less then US$15. These handsets were targeted at millions of consumers living in developing and emerging markets.
Learning Objectives
The case is structured to achieve the following Learning Objectives:
- Rural marketing
- Marketing to the bottom-of-the-Pyramid segment
- Strategy for developing and emerging markets
- Product decisions
- and Pricing decisions.
Keywords
Pricing, rural marketing, emerging markets, developing and emerging markets, competition, low cost, low-cost technology, mobile technology, Telecommunications, mobile banking services, Nokia, TCL, Vodafone