Vodafone Egypt: How to make small seem big
JWT Cairo
Summary: How to make small seem big Fakka from Vodafone Egypt
Egypt is a poor country where the telecom category is highly competitive and driven by price via promotions targeting prepaid users (90% of the population). Vodafone's challenge was to compete on value, not just price. Vodafone wanted to introduce Micro Credit Recharge cards (priced between 7.5 and 45 cents.)
Had we looked at such cards as cheaper versions of prepaid cards, then inevitably we would be inviting more price-led marketing and communication. Our discovery: it is common practice for...