Team Members Ali Can Orhan Business Administration Gizem Atasoy Industrial Engineering Canberk Tellal Industrial Engineering Maral Pourrahim Industrial Engineering Strategic Evaluation to Engage Low Income Segment for VODAFONE TURKEY

Think About Your Phone Bills Have you ever think you overpay for your tariff? Why are you paying for SMS? Why are you paying for internet if your device cannot connect internet? Talking minutes should be more and internet usage should be less! Is there any flexible tariff?

Turkish Market Analysis 40% of the population is low-income segment Over 72 Million mobile subscriber. 93.8% penetration 112% penetration excluding children between age 0 and 9 57% of the subscribers are using prepaid lines. Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Turkish Subscriber Habits Turkey is the country with the longest call time per month per subscriber. An avarege Vodafone user talks 426 min/month. Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

3G usage 56 Million 3G user in Turkey In 2008 revenue from internet usage was 1.2%. In 2014 it is 19% Increase in smartphone and tablet usage is a major factor in the increase. Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Strategy Defeniton We are going include the income generating person in the pool of tariff User Segmentation Youth (Till 21 Age) Adults (21 +) Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Needs and Tendencies Youth Youth do not have regular payment on the tariffs Can sustain their routines without renewing the tariffs. High usage in mobile internet. Shortcomings in tariffs. Adults Due to responsibilities, must have an active status in communication. Can not sustain their routines without renewing the tariffs. High usage in making calls. Incompatibility between featureas in tariff and phones Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Product Definition

Inspired by the family structure of the Turkish People & Dropbox Basically, we aim to bring family members together to use same tariff The system is simple to use Offered value is to buying a pool and allocate the offering system within your family members according to your preferences The owner of the package can customize usage of family members Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Allocation of the pool Pool FatherMotherChildren Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Packages & Pricing Offered packages 1 gb internet 1000 call minutes 1000 sms to every direction TL 2 gb internet 1500 call minutes 1500 sms TL 4gb internet 2000 call and 2000 sms TL Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Distribution We’ve only considered the channels that we can expand our market share within the segment such as; SOK and A101 A101 and SOK are our target to make an agreement to position Red Roof in that stores These discounter chains are very crucial to increase penetration as: A101 has almost 4000 stores and SOK has 3000 stores in Turkey Most of their stores are located around low-income areas Their strategies also give the same message with Red Roof which are high quality, low price, and price sensitive for low-income segment Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

Distribution | Direct Marketing Strategies We will be analyzing the places that our market share is low and implement a marketing activities for those areas to increase accesibility. We will coordinate door to door activities to increase penetration In field Activities: –Face to face marketing with a direct communication activities with locals. Market Analysis Strategy Definition Product Definition Product Features SWOTSummary

–With this new offering service, we aim to; No waste at this tariff Increase number of subscribers Increase penetration with new business partnerships Differentiate by offering flexibility and financial accessibility Bring family together! Liberate Vodafone’s current subscribers satisfaction Market Analysis Strategy Definition Product Definition Product Features SWOTSummary