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....