You are the Brand Manager of a leading marketing company in Rwanda. Your duty is to plan, develop, and direct the marketing efforts for a particular brand or product. Your company has just signed a very important contract with a worldwide company: Vodafone. Your company has decided to give you the responsibility to complete successfully this contract. Your customer, Vodafone, decided to top the Rwandese market of telecommunication, as it believes it can be very profitable to do so. However, Vodafone does not have enough knowledge of the rwandese culture and rwandese consumer behaviors to define a clear branding strategy. It is your role to define the communication strategy for Vodafone who wants to become the first telecommunication company of the country. As a first assignment, you will have to choose 1 of the 3 products Vodafone wants to implement in the rwandese market (please find below information regarding those different products). Your job is to conceptualize an aggressive but wise branding strategy for this specific product. Your objectives are: 

 To define the 4 values (functional, emotional, existential and appropriation) to be attributed to the product you chose. 

 To define the marketing-mix (Product, Place, Price, Promotion) for the product you chose, and to describe the identity of the final customer (Person). 

 To use your skills, your knowledge and your imagination to develop storytelling to advertise the product you chose. You will have to describe the main aspects of a visual and written communication strategy, in line with the global branding strategy of the company

Answer rating: 100% (QA)

Values a Functional With Vodafone Home Broadband customers can enjoy highspeed internet connectivity making it easy for them to work study and access ... View the full answer