Current Brand Positioning and Target Market of Vodacom
Vodacom Memo
Thomas McQuaid
Lea Niglio-Parein
Paola Gonzalez-Zabala
Vodacom Project 1
3/12/14
The purpose of this memorandum is to analyze and explain the current brand positioning and target market of South African company, Vodacom, from previous commercial advertisements. After having analyzed the current target market and brand position we would recommend a new target market and position for Vodacom of South African’s age range, 15-55 (58.7 % of total population) and include the following segments within the market: white and black South Africans, business adults and corporations, while still including the younger more technologically friendly age group 15-24 (38.1 % of total population). Analysis
A detailed analysis on regulatory, political, social, international, and economic factors has resulted in many details that can affect Vodacom. We offer solutions to these factors below. Regulatory Factors
South Africa, despite it being the most developed country in Africa, is still divided by a number of different laws and regulations put in place decades before. As a result, many races and cultures within this country are segregated from one another. We found this is where Vodacom will encounter problems because of the many different communities that all have different interest. Our advice to Vodacom would be to have an assortment of advertisements that individually targets different segregated communities in order to maximize profitability. Political Factors
The political situation within South Africa today supports a presidential representative democratic republic, where the president is both head of the government and multi party system. South Africa is ranked 69th out of 176 countries on Transparency International's Corruption Perceptions Index 20125. 53% of South African Investment professionals are concerned about political instability in the coming year. Especially with the death of their former president Nelson Mandela, a South African icon.
Thomas McQuaid
Lea Niglio-Parein
Paola Gonzalez-Zabala
Vodacom Project 1
3/12/14
The purpose of this memorandum is to analyze and explain the current brand positioning and target market of South African company, Vodacom, from previous commercial advertisements. After having analyzed the current target market and brand position we would recommend a new target market and position for Vodacom of South African’s age range, 15-55 (58.7 % of total population) and include the following segments within the market: white and black South Africans, business adults and corporations, while still including the younger more technologically friendly age group 15-24 (38.1 % of total population). Analysis
A detailed analysis on regulatory, political, social, international, and economic factors has resulted in many details that can affect Vodacom. We offer solutions to these factors below. Regulatory Factors
South Africa, despite it being the most developed country in Africa, is still divided by a number of different laws and regulations put in place decades before. As a result, many races and cultures within this country are segregated from one another. We found this is where Vodacom will encounter problems because of the many different communities that all have different interest. Our advice to Vodacom would be to have an assortment of advertisements that individually targets different segregated communities in order to maximize profitability. Political Factors
The political situation within South Africa today supports a presidential representative democratic republic, where the president is both head of the government and multi party system. South Africa is ranked 69th out of 176 countries on Transparency International's Corruption Perceptions Index 20125. 53% of South African Investment professionals are concerned about political instability in the coming year. Especially with the death of their former president Nelson Mandela, a South African icon.