The Indian telecom market is increasingly becoming saturated. The penetration of telecom in India is more than 91%. The availability of MNP has made this battle fiercer Thus, all players are resorting to better offerings in terms of data, voice packages, network strength, etc to tap into competition subscribers to increase their market share. Hence the task at hand is to acquire new customers from competition using MNP and get them under Vodafone umbrella.
The target audience for the campaign was all competition users between the age of 16-45 from NCCS AB with a smartphone.
Analysis of the situation reveals that network strength is one of the primary reasons for customers to change their telecom operator.