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Vodafone's Product Portfolio


Customer are always right that's what's is known as the concept of business whatever the business enterprise it is might be considered a retail store a manufacturing unit or perhaps a service company the essential rule is customers are always right. The question is that why? Why will be the customers always right rather than the suppliers? The answer is clean and neat, the customers are the ones who accomplish the firms with revenue on which the produce the merchandise or pay the salary with their employee and even the only source to repay different bills. nevertheless the customers not the same as needs and what and since the economical resources are scares the companies have to come across different tradeoff situation where they have to pick the best possible mix of products and services that they can provide to their customers. The product mix that is decided by the suppliers are compressed in something portfolio.

A product stock portfolio is a method to optimize the literal value of the producible goods and services in accordance with the tactical planning by the shareholders. However a product portfolio is custom-made on the basis of demands by the clients and their ability to pay, another thing to add up on product portfolio is to segmenting the clients and market on which they would like to focus is vital as for once the market is segmented the companies can look for further tactical marketing and functional plans. Segmenting the marketplace could be very easy if the companies answer one of three basic questions of marketing FOR WHOM TO PRODUCE. By these different tools and methods a firm can decide on a perfect product portfolio for their market.

Vodafone an international telecommunication company has been aiming to place in their foots in Qatar since 12 months 2009 which is yet unable to record at least 50% of the marketplace share and associated with imperfect product profile. In the task I will clarify the present product portfolio of Vodafone and also give different suggestions for the company to make it better

Managing customers by FISH

By managing customers like seafood doesn't literally mean that customers are fish instead it is a short for "First In Still Here" a person that visits a company once doesn't always have to travel there the next time. However the aim of every company is to keep carefully the customers active in the organization and source them for infinite time. The seafood states that a customer who will come in for the first time should be treated so that he stay static in permanently (Wang & huges, 2014).

The customers are known as logical plus they may move to any other company it considers more value for money hence these customers have to be satisfied by dividing them into different groups such as their age, sex, frame of mind or even their dependability or monthly income and buying structure. Fish is not about handling customers for short-term but to provide customers an appropriate environment which they carve for in order that they continue browsing it over and over. In addition to this cooperation's shortage the trust building with the customers and the organizations loose customers anticipated to not approaching to customer targets even though it's not the organizations faults for the clients are so diverse and ever before changing it is very difficult to switch their resources once in a while hence it is very difficult for the companies to decide on one single appropriate product portfolio. Yet, in the next sections I'd identify different techniques to find out which departments or products should be taken off the organizations collection to make it effective

Strategic bank account management

Strategic accounts management better known as SAM is a tactical approach which originates from account management. Nonetheless it is employed to ensure positive and appropriate relationships with different customers of the business and it offers a make to step on and freshen up relationships with important and major customers. in addition to this SAM believes in providing definite customers with the specific and tailored goods and services that provide the prestige

SAM has been progressively more involved in various companies due to diverse relationships required in a small business community in the domains of business-business and business-customer. however strategic consideration management has successfully pushed the companies from no regards to very good relations with their customers and offer chain. In addition to this another advantage is the fact anticipated to Strategic accounts management has facilitated organizations to recognize different opportunities and increase income massively.

Next it is seen that anticipated to increasing quantity of customers, companies and competition to gain the market tactical account management is a competitive tool for different organizations to excel in the the modern world also for strategic profile management helps organizations in segmenting the market, teaming up with resource chain, being successful the dedicated customers and also to increase their income. However the primary role player in the game is the merchandise portfolio and choosing the products with keeping the customers in mind and the aim of fulfilling them.

Customer segmentation

Customer segmentation is known as the entranceway to success. Once a company can segment its market the company is assured to enjoy gains and high devoted customer average. Different scholars speak about customer segmentation as a goldmine available to the organizations the point develops how effectively the business segments the marketplace. If an organization will not faithfully choose appropriate customer segmentation it is likely to face reduction as for the non-demanded products would be accessible to the market kept unsold.

Without customer segmentation a marketing mix is similar to a impaired person as for after the market is segmented the organizations choose the product, price, place and campaign unless and until a business is aware there the potential buyers of the location, what their budget is or how much they are willing to pay, what they demand or like and what offers or promotions they are looking for this is useless to provide in general public, for no person would be happy to buy the products.

Finally after customer segmentation an organization must design something portfolio and differentiate products, prices and designs based on their customer's affordability and income composition. It is also discovered that organizations are better off when they section the marketplace and on the basis of income framework of the customers as for the organizations re able to identify different product portfolios for customers who are usually more profitable and low priced effective.

Vodafone's customers

Telecom industry is known as one of the ever living industry for rather than just being immortal the clients of telecommunication industry keeps increasing in the market. The different telecom industries on the globe have the ability to generate new marketplaces through the progress of technology and produced demand through the cell phones. When it concerns Qatar only two telecommunication companies' reside major being the Qtel and Vodafone. Both the companies are quite competitive to be able to win increasingly more market share of Qatar. however both companies fight on the basis of different customer oriented approaches available to utilize.

Until the launch of Vodafone Qtel acquired complete control of the marketplace but Vodafone as an international telecom industry they may have positively captured enough of the marketplace share. Nonetheless it is not really a huge ratio or accurate to the ratio that was expected through Vodafone and the blame is correct product portfolio. Qatar being an Arab country requires different services unlike the european population.

The graph one shows the different market share captured by the telecom business in Qatar

Chart 1-

In the entire year 2009 it is seen that Vodafone could capture 16% of the market talk about very effectively and the reason can be scheduled to being a fresh company on the market the customers were likely to enter into deals with the business in order to try something new. However after the years Vodafone can support itself but no much expansion is shown on the market and lastly in the entire year 2013 Vodafone can capture 25% of the marketplace share. Nevertheless the market share should be risen to a more better percentage unlike the business from 12 months 2009-2012

Products and services provided by Vodafone:

  1. Connectivity- Vodafone product known as gateway is a signal booster for cellular connections
  2. Headsets and earphones - Bluetooth enabled headphones
  3. Memory credit cards- micro and tiny memory card
  4. Chargers- lightweight mobile and tablet chargers.
  5. Prepaid Sim credit cards - extras, smart packs, calls, text message, internet over mobile, data celluar.
  6. Postpaid Sim credit cards- Red, Vintage 100.
  7. Youth deals- Falla, anghami+.
  8. Fixed cell phone lines

Vodafone has divided and segmented its customers on the basis of the volume of customers they are able to pull of the marketplace. However I have changed the statistic in graph format as possible seen below in graph 2.

Since Vodafone is able to capture only 25% of the 1. 8 million people in the Qatar they have a number of customers utilizing their mobile services which touch to approximately 300000 whereas on the other hands lots of customers use fixed fines still with about 100000 and broad band connections conclude to 180000.

Table 1-

Customer portfolio

Customer portfolio is composed to identify different sets of services provided by an organization when it concerns the revenue it generates for the company because of this an organization is able to judge and understand that not all sections will be the same and on which of the merchandise the company is earning perfectly and which of the segments these are facing losses

The most significant part of any firm is to send back satisfied customers and it is only possible with the way of generating an intelligent portfolio. however a smart or reliable collection is only possible through an extremely tested and made the decision upon market portion where the organization has divided its products on the basics on what the customers absolutely need and what they are prepared to purchase and add value to strategic accounts' services and products based on the vision the business has and the mission it wants to attain on.

A quantity of scholars explain that each customer or portion for occasion should be cured very differently and apart for other so that they feel the services they can be opting to are specially created for them plus they come out sense prestigious. Hence when it concerns Vodafone it is very important that they make a decision upon an alternative package for each customer that arises in their office and make him feel very special in the matter if appeal, price and design.

Below the stand shows a outlook client portfolio for vodafone that presents spans and segments of clients of that the marketing strategy ought to rely upon as committing on each and every segment regarding to records development and the romance/service need. The pursuing sections embody possible appeal studies and supplementary reviews that the firm must strategically determine beforehand asking for each investment in their product portfolios.

BGG matrix

Advantages and implications of BCG Matrix

  • Focuses attention on cashflow and needs
  • It is quantifiable and facile to use
  • Easy to remember words and their meanings after denoting to company units
  • Assume colossal current market allocate, economies of level, and price association

BCG has two constituents such as forthcoming attractiveness of SBA (progress and profitability potential client) and steady extrapolated competitive locale (if our competitive locale looks specifically as nowadays next extrapolate).

Star- (expansion strategy)- the merchandise that falls in the category of stars is said to be good nowadays and good in the upcoming so kiss it, affection it nevertheless, you demand to do diagnosis all the period because if gaps heightens next it moves to question symbol so much larger do diagnosis each and every period, nor stay. However in short it can be said as mobile mobile plans specially prepaid service which signify pay before you call. however mobile data deals and prepaid call rates from Vodafone is operating as start for the company and it may further generate earnings for the company

Question mark- (progress strategy)- the products that fall season in the group of question grades are said to be poor nowadays and good in the upcoming which means you seize milk from cow and locale it in question mark as a matter of fact broadband associations are behaving as question marks for the Vodafone company. However we believe that soon it is likely to increase sales and come up generating revenue for the business.

Dog- (retrenchment strategy) the products that fall season in the category of Dogs they can be reported to be poor nowadays and poor in the upcoming so locale your dog beyond the door that is scale back from SBA. however in the problem of Vodafone it's the land-line interconnection and due to the improvement and common sizing of mobile phones there are a hardly any chances for the community to accept landlines again. Alternatively it is a chaotic situation for a person to switch from one service agency to another in the matter of landlines. Hence Vodafone is not able to capture of a lot of the market in Qatar

Cow- (steadiness) -the goods that show up in the category of cash cows good nowadays and poor in the upcoming so cash cow that is seize the milk and be it a little whereas else. Retain milking the cow that is SBA behaving good nowadays however, not in the upcoming so make as far money as possible now. In the matter of Vodafone I could be easily comprehended that the product they are discussing is specially customized youngsters services which mainly include Fallah service and is intended to be cheap as well as for a minor call rate. Nevertheless the customers of Fallah program of Vodafone hasn't only captured the young ones but also many women and men in the community


In conclusion to the job we can understand the value of product portfolio, how it changes the impact it includes in the community and how with the ability to capture the marketplace share with regards to Vodafone it is understood how the company should focus on its product collection and what things Vodafone is lacking in its product portfolio. Furthermore an organization is meant to understand on what products it should produce and portion the market on the fundamentals of the targeted section by which the business is able take more market show and go back satisfied customers in the matter of Vodafone the company has no yet able to segment the market accurately plus they should look towards the customers they are focusing on and what they require I could justify this by proclaiming the problem of truth of Vodafone that they are struggling to provide different services to women and they're forced to come quickly to youth Fallah packages for it suits their needs more accurately. However finally the Vodafone is examined on the essential of BGG matrix in the manner that the cash cows, stars, dogs and question marks are recognized.


After assessing Vodafone's client profile and dotted the key question marks studies it feels that for Vodafone it's important to possess the world-class sales causes and report connection qualities as grasping business-to-business and business-to-customer cable connections, be confidentially accountable for clients needed aftermath, comprehend their company and necessities, being adjacent and inside knowledge, fix customers' setbacks, and become creative in responding to customers' needs across an progressive R&D workshop Vodafone must gaze beyond the competitive increases that they own, they have to grasp an qualified client associations and report relationship by looking into customers' needs and clarify deep vision of the customer's anticipations, and realize the needs and opportunities beforehand their clients do, they need to deed as an essential power because of their clients and add worthwhile to their services, because clients yet demand their telecom operator to deed and present in a way that distinguish them off their complements and uphold a competitive locale in the marketplace as corporates and of sequence meets private needs as specific customers. Though, Vodafone must accept additionally an essential Client Relationship (SCM) outlook that may be attained across strategizing of sales strategies and constructions Vodafone perspective SCM necessities the following:


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