Abstract

In early 2010, the London-based telecom giant Vodafone Group Plc launched low cost handsets of which one was priced at less then US$15. These handsets were targeted at millions of consumers living in developing and emerging markets.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Rural marketing
• Marketing to the bottom-of-the-Pyramid segment
• Strategy for developing and emerging markets
• Product decisions
• and Pricing decisions.

Keywords

Pricing, rural marketing, emerging markets, developing and emerging markets, competition, low cost, low-cost technology, mobile technology, Telecommunications, mobile banking services, Nokia, TCL, Vodafone