Vodafone: How to make small seem big

This case study describes how Vodafone used a cultural insight to position its new micro-credit charge card product in Egypt.

Vodafone: How to make small seem big

Hubert Boulos and Hatem El KashefJWT Cairo

Summary

Egypt is a poor country where the telecoms category is highly competitive and driven by price via promotions targeting prepaid users, who comprise 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 5 and 30 British pence.) Had we looked at such cards as cheaper versions of pre-pay cards, then inevitably we would be inviting more price-led marketing and communication.

Our discovery: it is common practice in Egypt for...

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