MASTERING METRICS MEMBERSHIP NUMBER : 14701231

DIPLOMA IN PROFESSIONAL
MARKETING

MASTERING MATRICS
MEMBERSHIP NUMBER: 41701231
TASK 1: 4 PAGES
TASK 2: 6 PAGES
TASK 3: 6 PAGES

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Summary of content
Introduction
Task 1 – (A) VODAFONE GHANA organizational background
(B) Role of marketing metrics in the context of marketing and decision making. And the process of
making marketing decision within Vodafone Ghana
(C) Identification of Key metrics which can be used by Vodafone Ghana in measuring brand and brand
value and how this will assist Vodafone Ghana in understanding brand value.
(D) How marketing metrics related to measuring brand value are currently utilised in Vodafone Ghana
and how the metrics are applied.

Task 2 – (A) Different elements involved in measuring the value of a brand and how they can assist an
organisation in making decision.
(B) Collection of data relevant to the brand metric mentioned above and an analysis to demonstrate the
overall brand value of Vodafone Ghana
(C) A marketing dashboard showing the results of the brand metrics analyzed above

Task 3– (A) An evaluation process of brand valuation and how it can help Vodafone Ghana Ghana take
better future decisions.
(i) A recommendation and justification of a range of future metrics linked to brand valuation in Vodafone
Ghana.
(B) Recommendation of range primary and secondary research methods which could assist
Vodafone Ghana in validating our overall brand value and also identification of data sources within each
method.

(C) Benefits and challenges of using metrics approach to branding

MASTERING METRICS MEMBERSHIP NUMBER : 14701231

Introduction

Marketers in order to assess the effectiveness of their strategies and also measure performance often use
measure and techniques which said to metrics. It is often said that 'what isn’t measured isn’t done'
therefore marketer often measure their performance to prove their relevance and impacts made by their
activities towards the sustainability of the organization. It is however necessary for Vodafone Ghana
marketing function to measure our performances over time to give our management some evidence of
how relevant our activities are in helping our company achieves it set objectives. Our presentation will
focus on brand, for brand and brand value is now playing major role in every organisation in terms form
differentiation and achieving competitive advantage. Lots of commentators advice customers don’t buy
products but rather buys brand, this is very true, therefore is very important for Vodafone Ghana to
measure our brand and brand value to assess how effective our branding methods and activities has been
effective.

Marketers are also tasked to account for any investments made, and this is effectively done utilizing
appropriate analytical marketing tool which will give insight of the current and potential benefits our
company is likely to achieve form the investments made.

(B) Role of marketing metrics in the context of marketing and decision making. And the process of
making marketing decision within Vodafone Ghana

Marketing metric can be said to be “metrics that are based on customer or marketing mindset such
as awareness, satisfaction, and market share” (Mintz & Currim. 2013). Vodafone as part our plan to
effectively utilize marketing we always consider factors like using appropriate metrics in measuring
specific activity to help explore challenges and also opportunities to aid in future decisions. Marketing
metrics play numerous roles in Vodafone, this role however includes;

Assessing the level of our organization innovativeness: one of the roles marketing metrics plays in
Vodafone Ghana is, it helps to understand the changes with the industry in which we operate and our
ability to be creative in meeting the changing behaviour of both our customers and the environment we
operate in. for instance through our regular marketing research and our quest to respond to the needs of
our customers, we have introduce a new product being Vodafone Cash, however through the use of
marketing metrics we have being able to explore the success rate of our new products and this has helped

The effectiveness of strategies deployed: marketing metrics is used to measure the strategies we deploy
towards the achievement of our set objectives. Marketing metrics is used to assess the effectiveness of our
strategies in order to identify some weakness which might hinder the success of the strategies being used
and address it to ensure the effectiveness of the strategies. For instance after introducing our new products
being Vodafone Cash our marketing department decided to used text messages to increase awareness of
the product, but through the use of marketing metrics we were to able to explore the pace at which our
market share increasing was not what we anticipated, we therefore decided to use new media like social
media platforms (Facebook, Whatsapp, Twitter) and other digital media platform to increase awareness.
Through this review of strategy we have being able to increase our market share in the Mobile Money
segment, where Vodafone Cash is now ranked second in terms of customer base. (Joy 99.7 FM business
news)

Justify investments made and to be made: marketing helps to measure the performance our marketing
activities comparing the amount invested against the benefits achieved or to be achieved. This gives
management the edge to either grant or reject budget presented by the marketing function. When our
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marking presented a new proposal to management to finance a project which can help increase the
awareness level and our customer base in relation to our new products. Management supported the idea
and this is a s result of previous budget allocation which was measured using a marketing metric which
helped to explore the benefits and competitive edge our company gained through investing into awareness
creation.

Measuring actual performance against expectations: marketing metrics helps to know where we are
comparing it where we want to be. Marketing metrics helps to compare our performance over times and
also against that of competitors to know we are doing in the industry. One of Vodafone Ghana’ corporate
objectives is to become the leading brand in the telecommunication industry taking every market like
internet data, calls and mobile money by December 2018 which is a 6 six year plan. It’s being three years
after the implementation of the plan and we have been able to achieve some of the objectives for instance
being the number one in terms of data and on-net calls segment, through the use of the marketing metrics
we use we have realized we haven’t done much in terms of achieving our set objective for there are more
segments we are to capture and become leaders which we are struggling to penetrate. Therefore our
marketing functions has decided to use emergent strategies to help increase our performance to help relies
our corporate objective.

(C) Identification of Key metrics which can be used by Vodafone Ghana in measuring brand and
brand value and how this will assist Vodafone Ghana in understanding brand value.
Companies are now focusing on building a very strong brand for brands are now becoming a very strong
strategic asset which helps companies to attract more customers and stakeholders as a whole.
A brand can be an experience, products, companies or services, and this when becomes successful as a
brand must be able to provide the company with profits and some potential benefits in future. A brand is
defined as a name, term, sign, symbol or design or combination of them, intended to identify the goods or
services of one seller or group of sellers and to differentiate them from those of competitors[in the
perceptions of target audiences].’ (Kotler et al 1999). It is however important to measure brand and brand
value to know how a company’s brand is performing against other brands. Brand metrics are the units of
measurement that determines how strong or weak a brand is relative to its impact on driving business
goals. (www.slideshare.com ) Therefore some key metrics which can be used by a company to measure
brand and brand value includes;

Brand contribution and review analysis: Vodafone Ghana can measure our brand and brand value
considering the brand tangible and intangible contribution to the our company’s over capital and
revenue.in measuring our brand an d brand value we will have consider both financial and nonfinancial
criteria. Below is how we can use brand contribution metric to measure our brand and brand value and
also help us understand our brand value;
Brand will be scored from 1-10 where 1-4 shows a weak or poor, 5-7 showing average and 8-10 showing
high/excellent brand value/contributions.

Vodafone cash Poor Average High/Excellent

Market Awareness level 7
Ability to extend portfolio 8
Reputation with customers 7
Reputation with employees 9
Level of differentiation 6

MTN Mobile money Poor Average High/Excellent

Market Awareness level 8
Ability to extend portfolio 8
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Reputation with customers 7

Reputation with employees 9
Level of differentiation 8

From the above tables we can say MTN Mobile money service has more value than Vodafone cash for it
has much stronger and makes great impact in the market capitalization of MTN than that of Vodafone
cash on our market capitalization. However for a brand a brand to be considered to be valuable it needs to
bring in more financial and financial contribution to the company.

Brand equity: brand equity is considered to be a measure of the strength of a brand in the marketplace by
adding tangible value to a company through the resulting sales and profit.’ (Jobber, 2007 p331). Sekhon Y
(2012) also suggests brand equity is the added value endowed by the brand to the producer. Brand equity
can however help measure brand and brand value in different ways one of such approaches is subtracting
marketing cost from the total revenue to reflects the brands gross value which can the help explore the
margin contributed by the specific brand. This is explained in the table below;

Vodafone Ghana MTN Ghana

Total revenue 25,000,000 32,000,000

-Total marketing costs -7,000,000 -14,000,000

= Magnitude of brand value 18,000,000 18,000,000

Operational margin 18,000,000 18,000,000

÷Total marketing costs ÷7,000,000 ÷14,000,000

=Return on marketing cost = 2.6 =1.3

The table above indicates MTN Ghana has a larger brand value than Vodafone Ghana, but we have a
better return when it comes to marketing and a strong brand normally spends less on marketing cost,
however if we are able to continue like this over time we are likely to overtake MTN Ghana which is
accidentally one of our main objectives. But in view of the above table we can say MTN has a larger
brand and brand value for a strong brand is able and must be able to generate more revenue.

Brand scorecard: Vodafone Ghana can measure our brand and brand value by considering the assets that
particular brand has and the liability the brand has. However in measuring the brand and brand value we
can use the formula below; Brand value = Brand Assets – Brand Liability

Brand Asset Poor (0-25) Average (26-50) Above Average (51-70) High/Excellent (71-100) Score

Brand leader

Brand awareness

Brand perception
(quality)
Brand loyalty level

Brand Liability Poor (0-25) Average (26-50) Above Average High/ Excellent Score
(51-70) (71-100)
Service Failure
Lawsuits
Customer
Dissatisfaction
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To be able to assess and understand the value of our brand we will have to subtract our total liability from
our brand asset, however the difference will help determine the value of our brand. In doing this we will
have to compare our brands to that of average brands in the market. The categories will be scored from 0 -
100 points where 100 representing most valuable brand. Therefore for our brand to be considered to be
valuable we will have to have more or high asset than our brand liability.

(D) How marketing metrics related to measuring brand value are currently utilised in Vodafone
Ghana and how the metrics are applied.
Brand power evaluation metric: in measuring Vodafone Brand and brand value we consider the size and
quality of the brand compared to its peers (products or companies in the same category). Vodafone
currently measure our brand and brand value considering the strength and the ability of the brand to
deliver sustainable revenue and profit. However a power an adopted power grid is used to assess the
power/ value of our brand where two main variables are considered being brand strength and brand
stature and this is depicted below

Core brand drivers Pillars

Brand strength Energies differentiation: how innovative, ability to stand out
in the marketplace, price power, potential to create competitive
differentiation
Relevance: the brands ability to meaningful and can be able to
Penetrate and position itself in the market
Brand Stature Esteem; Extent to which accepts and respects the brand, the
Loyalty the brand commands and how the brand is able to
Achieve value proposition.
Knowledge: how knowledgeable are our customers about the
Brand, the brand level of awareness and saliency.

In measuring our brand and brand value we consider the strength and stature of the brand, and for a brand
to have greater strength/ value it must be relevant and must be able to differentiate itself from
competition. Also a brand having great stature eventually has esteem and also positioning favorably in the
minds of the market. A brand is therefore considered to have greater value it is made of all the above
pillars.

Gross Profit metric; The component of Brand value includes, destiny, distinction, culture, and
experience according John Davis and New View INC, however when all this is effectively delivered the
brand must be able to generate substantial level of profit than that of competing brands. Vodafone Ghana,
in measuring our brand and brand value utilizes Gross Profit Metric to explore the performance and value
of our brand.

Income statement summary

Period ending 20-Dec-2014 20-Dec-2013 20-Dec-2012
Total revenue
Cost of revenue
Gross profit

In using the above metric to measure our brand and brand value we consider the total revenue generated
by a specific brand subtract the marketing cost associated to the brand to realize the gross profit, however
the gross profit realized over a time period help to assess the value of our brand against its peers within
the industry.
MASTERING METRICS MEMBERSHIP NUMBER : 14701231

Task 2 – (A) Different elements involved in measuring the value of a brand and how they can assist
an organisation in making decision.
There different element involved in measuring brand value, however for Vodafone to be able to
effectively measure the performance and value of our brand we will have to consider some of this
elements. This elements includes, premium price, sales, recognition, transferability etc. these elements
and more help Vodafone Ghana to take some decisions to help build a very strong and valuable brand.
Below are some different element involved in measuring brand value and how it assists us making some
effective decisions;

Differentiation: is one key element that makes a brand, brand is having a distinctive sign of identity.
however ever for a brand to be considered to be valuable is need to have some distinctive features which
can help customers and stakeholders at large to easily identify and preferring that particular brand to that
of competitors. Therefore a brand with more distinctive features can be considered to be more valuable
than others within the industry it operates. Vodafone Ghana in order to measure how valuable our brand is
we assess how different our brand is from the competitors. However all our marketing and branding
methods and activities are aim at creating a very unique and distinctive feature for our brand to become
more valuable.

Recognition: Brand value and strength can generally be measured considering the level of the brand
awareness and position of the brand in the market in which the brands aims to serve. However for a brand
to be considered to be valuable it needs to be easily recognized without any help or clues
this the one of the measures some renowned and recognized bodies like inter-brand and other brand
ranking bodies uses in ranking world brands. therefore as part of Vodafone Ghana quest to building a very
strong and valuable brand we have decided to increase our brand awareness and also ease recognition by
coming up with catch strap lines like power to you, and taglines like ye twe ko etc. all this is aimed at
increasing our awareness level as well as position our brand in the market.

Sales/profits; strong brands normally generate and attract more sales and profits, for customers are likely
to patronize from a brand that is strong and valuable to them. therefore the sales and profits contributed
by a particular brand serves as an element which can be used to measure how strong and valuable a brand
is. Again as seen in the above metrics being used by Vodafone Gross profit metrics, before we arrive at
the gross profit of a particular brand we subtract the marketing/revenue cost form the revenue generated.
however an organisation is likely to spend less in marketing cost like advertisement, sales promotion in
order to trigger sales/ profit for a strong is assumed to have established itself strong in the market where
only less marketing cost will be incurred in marketing the brand which will have a positive impact on the
gross profit to realized therefore Vodafone have decided to build a very strong brand through effective
marketing activities like customers experience awareness creation, customer research etc. to help build a
very strong and value brand to help achieve an increase in our future sales and profits.

Market base: as the saying goes brand is not what you say it is, it’s what they say it is, they here
represent our customers’. Therefore those who determines if a brand is strong/ valuable or not is our
customers. In view of this a very strong brand must be able to command a respectable number of
customers in the industry or segment in which it operates. Some companies are said to be brand leaders
considering the customer base of that particular company. Therefore Vodafone always tries to associate
our brand to the expectation of our customers in order to retain and also attract prospects to increase our
customer base. MTN Ghana being our main competitor is considered to be one of the leading brands in
Ghana and this is a result of the company priding itself with 15 million customers and still counting.
MASTERING METRICS MEMBERSHIP NUMBER : 14701231

(B) Collection of data relevant to the brand metric mentioned above and an analysis to demonstrate
the overall brand value of Vodafone Ghana
our brand and brand value, we collected relevant data to provide in-depth analysis demonstrating
Vodafone overall brand value

Differentiation: in exploring and gathering data for our differentiation analysis we conducted a blind test,
where customer were giving cell phones and modems to use to indicate which brand they were using.
However 50 customers were choosing in each region summing up to a total of 500 customers throughout
the whole country. The table below depicts the information’s gathered; the survey was undertaken
considering three major players in the industry being MTN Ghana, TiGo and Vodafone Ghana.

Company Number of subscribers Passed Failed

Vodafone 500 138 362
MTN Ghana 500 256 244
TiGo Ghana 500 214 286

When the modems and phone were given to customers without letting them know the brand the customer
found it very different difficult to differentiate one brand from the other. Therefore an experiential
strategy was adopted where customers were now showing the brands and this was the results, this time
round 20 customers were contacted in each of the ten regions;

Company Number of respondents Unique/ different

Vodafone Of the 200 64
MTN Ghana Out of 200 102
TiGo Ghana Out of 200 34

The respondents after showing the brands now showed significant preferences to MTN Ghana brand to
have to be valuable and very unique compared to Vodafone Ghana and TiGo, therefore Vodafone Brand
value can be said to be a challenger and we must strategies increase our brand value.

Recognition: unaided and aided test: Vodafone Ghana branding strategy aims at positioning our brand in
the mind of our customers. However, in order to measure our brand and brand value considering the
recognition test mentions above we conducted a recall test;

We first conducted brand awareness test where asking our respondent which, if they have heard of
Vodafone Cash and out of the 300 customers, we interview only 97 said yes and most of who are existing
customers, but all the potential customers responded saying No. after this we decided to conduct and
industry survey to measure our brand and brand value against that of our competitors;
The question asked can you name the leading brand of telecommunication, 1000 respondents was
selected;

Company No selected
Vodafone 293
MTN Ghana 545
TiGo 162
The table above shows most of the respondents are much aware of MTN Ghana brand and they have
being able to position themselves in the mind of market. Vodafone Ghana brand is also known but as
MASTERING METRICS MEMBERSHIP NUMBER : 14701231

much as MTN Ghana, however our brand strength and brand considering brand recognition can be said to
be average.

Sales profit: in order to explore information on sales to help understand Vodafone Ghana brand and
brands value we gathered information on sales accumulated by Vodafone over the past two years
comparing it to that of our major competitors in the industry;
Company Sales December 2013 Sales December 2014 Sales June 2015
Vodafone Ghana 747 Billion 1.067 billion 1. 687 billion
MTN Ghana 1.753 billion. 2.498 billion 2.864 billion
TiGo Ghana 485 billion 789 billion 987 billion

The sales data was gathered from published reports and website of our competitors, and from the above
analysis MTN Ghana seem to have a very strong and valuable brand and their sales and revenue keeps
increasing. Vodafone and TiGo Ghana used to battle for the second spot since 2011 but Vodafone for the
past two years have built a very strong brand and has taken over the second spot which is indicating some
increase in the strength and value of our brand.

Market base: customer base analysis to be able identify the relative market share of Vodafone Ghana we
collected and analyzed information from our customer data to explore the total number of customers, we
have and also checked on the national communication authority to gather data on our competitors;

Company Market share 2014 Market share June 2015 %

Vodafone Ghana 7,069,516 7,296,394 22.55%
MTN Ghana 13,852,398 14,886,291 46.00%
TiGo Ghana 4,133,760 4,490,078 13.87%.
Airtel 3,735,656 4,111,766 12.71%

As at the end of August 2014, the total mobile subscriptions in the country were 29,531,488 while total
data subscription also reached 14,615,048; which is 49.5% of the total. As explained earlier a brand which
is very strong and valuable must be able to retain and attract existing and potentials customers
respectively. However looking at the data gathered on the market share of the above major players in the
industry, we can say MTN Ghana has a very strong and valuable brand followed by Vodafone the two
companies happen to have larger market shares in the industry, being 46% and 22.55% respectively.

(C) A marketing dashboard showing the results of the brand metrics analyzed above
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unique brands in terms of differentiatioin

(Customers perspective)

MTN Ghana
Vodafone Ghana
TiGo Ghana

MTN Ghana 51%

Vodafone Ghana 32%
TiGo Ghana 17%

After undertaken a customer survey 51% of the customers interviewed considered MTN Ghana brand of
been unqiue while 32% choose Vodafone Ghana brand to be differnent. And 17% went for TiGo Ghana
therefore MTN Ghana is said to be strong and valuable as one of the elements used in measureing our
brand value was differentiation. In view of this Vodafone brand can be said to average in terms of strength
and value and we have to restrategies to enhance our brand value within the industry.

TiGo Ghana

level of recognition3
MTN Ghana level of recognition2
level of recognition

Vodafone Ghana

0 10 20 30 40 50 60
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Series 1 Series 2 Series 3

Vodafone Ghana 29.3
MTN Ghana 54.5
TiGo Ghana 16.2

The presentation abov gives a clear picture of the level of recognition each player’s brand mentioned
above has. MTN is well known and this is due to their wide coverage. Vodafone follows with 29.3%
recognition and if we want to be build a very brand considering the recognition element we will have to
enhance and increase our networl covrage in order to increase awareness in the rural areas where e fall
short to MTN Ghana.

Sales records of players within the telecommunication industry

60

50

40
2013
30 2014
2015
20

10

0
Vodafone Ghana MTN Ghana TiGo Ghana

2013 2014 2015

Vodafone Ghana 25 24.5 30.5
MTN Ghana 58.7 57.4 51.7
TiGo Ghana 16.3 18.1 17.8

Form the abov data MTN’s sales keeps rising making theier brand very stron and valuable for a very
strong brand must be able to generate more sales. Vodafone Ghana is experiencing some level of increase
in our sales which indicates are brand is getting stronger and valuable as our sales keeps increasing by
margins as the years go by.
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Relative market share

MTN Ghana
Vodafone Ghana
TiGo Ghana
Airtel Ghana

Data collected from a very reliable source been the national communication authourity gives a true figure
of he relative market share of all the players within the industry. The presentation above gives a clear
view of the relative market share of all the major players within the industry. Vodafone Ghana is
presented in dark red which is our corporate colour and is the second brand with the largest market share.
However in terms of markets share we are improving compared to last year and we will hev to continue
developing innovative startegies to help increase our brand strenght and value.
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Task 3– (A) An evaluation process of brand valuation and how it can help Vodafone Ghana Ghana
take better future decisions.

evaluation of brand is very important for it helps to explore the how much a brand really worth. in order
for Vodafone to efectively evaluate our brand. this provides a measure that can help elevate the profile of
our brand within vodafone

intensifyning our distribution strategy: intensifyning our distribution strategy : trough our bran
evalution process being the monitoring our competitors we relised our main competitor MTN Ghana is
having a building a very strong brand throug its wide coverage and accessibility. however we have
consider intensifying our distribution and coverge to help increase our brand aewarenss which happen to
be one of the main elements of brand strenght ands value. managemnet must however be informed and
convienced about the need to invest into our strategies to our competitive advantage.

maintaing and ehance the provision and quality services; our evaluation help to explore the relevance
of our customers in building a very strong and valuaable brand. Hoever it is very importrant for Vodafone
Ghana to coinsiderf the behaviour and needs of ur customers. In doing this we must plan instilling a
customer centeric culture where customers experience will be enhanced to services we provide to help
increase our brand equity in terms of financial returns.

retain and attract new customers: we must design future strategies which will hel retain as well as
attract new customers to help increase our market share shares which happens to be oe of the elements
and objective of the use our brand metrics. For as many reserches has proved it cost an organisation five
times the resources to attract than to retain exiting customes. In view of this we should strategies in
satisfyning our existing and not ignoring their needs in our quest to attacrt new customers.

Effective allocation of resources: through our branding process we must to able to draw clear brand
objectives to be able to justify the need resoruces to help in building a healthy brand. This will also help
give a clear sense of what we plan to achieve as far as enhancing our brand value is concerned.

(i) A recommendation and justification of a range of future metrics linked to brand valuation in
Vodafone Ghana.

Brand contribution; The use of brand contribution will help identify the exact contribution a particular
brand makes to the overall worth of our brand. In doing this we will be able to know and assess the
strategies we have assigned to individual brands and know if the strategies are being compatible and
effective as expected. Also, this will help determine the amount of resources we are to allocate to a
particular brand. Since it is suggested that strong brands must be able to bring in great and big returns in
other words higher contributions to the organization.
Through the use of brand contribution Vodafone we will be assess individual brands againsnts specific
related individual brands which will help provide a propoer assesment and evalaution of our brand.
For instance our

Company Sales Relative marketshare

Vodafone cash
MTN Mobile money
TiGo Cash
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Vodafone cash contribution will measure asging the mobile money services of our competitors and
thiswill hel explore ho vluable and strong our brand is, within the industry.

Brand equity: as mentioned as one of the key metrics which can be used in measuring brand and brand
value. I suggest Vodafone use brand equity in evaluating our brand and brand value, for this will help
measure how much the brand is worth on the market considering the cost and returned associated with our
brand. For though a brand can be generating lots of revenue, but a huge amount of marketing activities
was injected to ensure the revenue generation. But a strong brand must be able to command huge revenue
with just a little marketing cost like promotions and advertisements. therefore the use of brand equity will
help explore this and know exactly how much a brand is worth to Vodafone Ghana.

Brand scorecard: for Vodafone Ghana to be able to measure our brand and brand value effectively, we
will have to know the liabilities associated to our brand and compare it to the assets of that particular
brand, this will however give Vodafone a true picture of how valuable our brand is. Therefore, I
recommend we use a brand scorecard to score our brand liabilities against assets to and understand how
valuable our brand is. For a valuable brand must be able to have more assets and little or no liabilities.
Therefore, this is what we must be strategising to achieve thus ensuring our brands have more assets than
liabilities.

Brand Scorecard
This was derived from the balance scorecard concept, being a management system which can
helpVodafone measure some key dynamics associated with our brand comparing it with competing brands
in and outside the industry as suggested by Prof Best J.R. In order to measure a brand and brand value, he
suggested the use of two key and useful scorecard which is brand assess and brand liability, therefore
Vodafone can measure our brand as well as know it’s value using the two mentioned scorecards.

Balance asset scorecard, these will include: brand awareness, market leadership, reputation for
quality and brand loyalty.
Brand assets
Company Poor (0-20) Average (50) Excellent (90-100) Poor`(0-20) Average (50) Excellent (90-100
Vodafone
MTN Ghana
TiGo Ghana

Brand liability: customer dissatisfaction, product failure, Lawsuits, questionable practices etc;

Company Poor (0- Average (50) Excellent (100) Poor (0-20) Average (50) Excellent(100)
20)
Vodafone
MTN Ghana
TiGo Ghana

In order to measure our brand and brand value Vodafone can compare our brands to other average brands
in the market as showed above the four categories of listed brand assets on a 0- 100 points scale with the
brand scoring 100 considered to be most valuable. Also the second table depicts brand liability which is
also scored on 0-100 where the company scoring 100 is said to be the less valuable brand. Therefore
Vodafone can measure our brand and brand value subtracting the brand liability from the brand assets of
Vodafone and that of average brands in the market to know how valuable our brand is compared to other
brands. This will however show how many assests our brand has as well as the iabilities associated to our
brand.
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(B) Recommendation of range primary and secondary research methods which could assist
Vodafone Ghana in validating our overall brand value and also identification of data sources within
each method

As suggested by Hussey and Hussey (1997) methodology addresses concerns such as why was the data
collected, what data was collected, where was it collect, when was it collected, how much was collected
and how was it analyzed. Therefore, for Vodafone to be able do a proper analyses, we will have to
validate the information gathered. This is will however be done using both primary and secondary
research methods. Secondary research is defined as an information that has been previously gathered for
some purpose other than the current research project, (Wilson 2006). Saunders et al, (2003) also cited
Secondary research can be obtained from reports, academic articles and periodic journals. Secondary
research can be internal source within the organization or external sourced outside the organization.
Primary research is also said to be data collected to address specific research objectives. Primary research
is a collection of new information and is more personal and individual (Aaker et al (2004). Primary data
can be obtained through quantitative and qualitative research.

Below are the ranges of relevant primary and secondary research methods which could assist Vodafone
Ghana validate data gathered in relations to our overall brand value.

Net promoter score net promoter score: in order to know exactly how our customer feel about our
brand compared to other brands, we will have to undertake a customer survey using the net promoter
score where customers will be asked which brand do they think is very unique among a list of three
telecommunications being MTN Ghana, Vodafone and Togo Ghana. However the responses given by the
customer will help assess which company is very unique and different among the three players. In doing
this we are going to use the services of an external and neutral agency who is likely to provide us with the
true picture devoid of any bias and favoritism. Again, this is being carried across the country using a
random sampling approach to select subscribers to prodived us with the correct data

Revenue and sales analysis: some players whose published revenue was gathered and used for our
analysis has been charged of understating their revenue and that they done really publish the actual
figures as required. However to validate and get a correct figure we will try and log onto the website of
the Ghana revenue authority to gather the actual revenue and profits returns filed by our competitors to
help give a true picture of how much revenue was/ is generated by our competitors. Also data on how
much our competitors spent on marketing activities can now be the exact amount indicated in their report,
therefore we will try and also get this information form the Ghana revenue authority. This will however
be used to analysis the sales and revenue in order to assess our brand performance against that of our
competitors in relation to revenue generation.

Focus group discussions: this will alone help provide valuable qualitative data as to how easy and the
level of our brand recognition. We are going to create 5 group which will be made up 8 members each.
The respondents will be selected based on their expertise and knowledge about the industry and the
market in which we operates. a trained moderator will use to contro the discussions. this will help explore
the actual level of recognition and the most popular brand within the industry.

social and digital media monitoring: digital technology is now taking over the industry, therefore it will
be important for Vodafone to monitor the trafic on the various social media paltforms, for instance
monitoring how active our platforms are comparedto our competitors. Also number of followers and likes
as well as trends and commenmts being made by our stakeholders on the various social media platforms.
This will help explore how strong and valuable our brand is.

Nca publications: the customer data gathered from the national commincation authrouti is at as June
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2015 where as we are in the month of November. However, it will relevant if we get access the current
relative market share of Vodafone compared to the competitors. Again we will explre the increase rate
among the players to asess which brand is able to increase its market share compared to the previous data
gathered.

(C) Benefits and challenges of using metrics approach to branding

Brand metrics is very imoprotant for its helps to link brand management and business performance. Brand
metrics a strategic management tool which needs a continuous improvement activcties rather than a static
snapshot in time of the brand’s performance. Thus,brand evaluation needs to be continues and a
systematic activities. An effective utilisation of brand metric will help Vodafone achieve the following
benefits;

the assess the actual performace of the brand to its expectaions the use of metric approach to branding
will help Vodafone Ghana measure our performance against our expectation. Through the analysis of a
metric we will be able to assess how strong or valuable our brand has become within a given period of
time comparing it to the identity we aim to create through our branding strategies. For instance, through
the use of brand equity we will be able to identify how much our brand is worth compared to other related
brands.

Assess the effectiveness of the branding strategies: the use of metric approach in brand building helps
to assess the effectiveness of the branding strategies deployed in building a very strong and valuable
brand. With the help of a metric like the brand contribution we will be able to assess the contribution
made by each of our brands assessing their performance and identifying is the branding strategies
assigned to our different brand are being effective

Explore the different elements which contribute to our brand value: metric approach to branding
helps to know the different element that constitute to building and making a brand very strong and
valuable. This helps to consider these elements in our decision making and making sure proper measure
are put in place to enhance these elements to make our brand strong and valuable.

Gain some level of competitive advantage: using a metric approach to branding will help Vodafone
Ghana, gain some level of competitive advantage within the industry. For the metric will help identify
some challenges facing our brand where proper measure and strategies will then be implemented to
address such issues which will be to Vodafone Ghana competitive advantage.

Get statistically powered forecasts: the use of metrics in branding will help Vodafone gain some level of
knowlegde about current and future situation s our brand is likely to face. In view of this we will be able
forcast and design mitigation plans and strategies to help maintain and improve opn our brand strength.

key challenge to all brsand analytics, however is the decisio making process against which the metrics
are dveloped. Marketer faces lots of challenges in using brand metrics in branding, thi si because we are
find its very difficult in understanding the causal relationships between brand perception, brand
performance and financial impact. However marketers find it difficult to explore and understand key
drivers like demand, touch points, perception ans bheehaviouir of our customers.

More difficult to quantify: most of the data and elements used in measuring and monitoring brand are
qualitative in nature,for inatcne, perception, enagament, recognition etc make it very difficul to quantify
therefore making it difficult to have a clear picture of how the brand is performing agaisnt its
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competitiors.

Competitors not providing correct data: Manipulating of data, some competitors were chraged and
accused of publishing inaccuarate to their personal gains and benefits. A company like TiGo was accused
of under quoting their revenue and sales so as to avoid paying huge tax returns, where they company
organised a press confefrnce to deny such alligations. But as to if they are speaking the trusth of not
investigations are on going to explore the real figures and truth of the issue. In measuring how valuable
our brand is we gathered published information from on our competitors activities, however our final
evalaution might not be accurate since the data we used were not accurate.

Sales and marketshare not neccesaily a result of brand building: brand metrics considers elements
which only helps evaluate brand performaces but happens to ignore other factors which might cause and
increase or decrease in the element used to evaluate the brand. For instance we used sales and
marketshare to evalaute our brand value and strength ignoring the fact that other factors like PESTEL,
competitors going out of business etc can also help incease sales and marketshare where the increase was
not in anyways influced by our brand performance.

The marketing cost of the competitors: some informations needed to help compare our brand
performaces where very difficult to access and also interprate. We gathered combosme and large
informations which at some point as very difficult to undera

conclusion: For our marketing function to be able to justify our budgte allocation and also gain the
support senior management in undertaking our branding activties we will have to provide enough
conviencing evdence of the imporance and relevance o our company in building and mainataing a vy
strong and valuable brand. This can however be done using relevant brand metric to undertake a proper
assement of the performance of our brand and how valuable our brand is. Again to be able to build and
manintain a vry strong and vluable brand will need to to use apporpraite brand metirc to monitor our
performance and strategies to help address any potentialchallenge and explore opportunioties to Vodafone
Ghana competitive advantage.
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VODAFONE GHANA PROFILE

Vodafone, Ghana’s national telecommunications took over from Ghana Telecommunication (GT) and its
mobile telephony offshoot, One Touch officially became rebranded on Wednesday night April 15, 2009 at
a ceremony in Accra at the Accra International Conference Centre. Millions of people in every Corner of
the globe to choose Vodafone to talk, text and connect to data services that help them make the most of
every day. Mission and vision: To enrich our customer’s lives through the unique power of mobile
communication

Type of organization
Vodafone UK bought 70% stake in Ghana telecom in 2007.The government of Ghana also have 30%
stake in the company. Vodafone Ghana is profit making and a global company that is a limited company.

Vodafone Ghana size in terms of employee turnover

Vodafone Ghana currently employs 1350 employees working at our main head office 1589 staffs
deployed across our branches all over Ghana.

Products and services

The products of the industry are: Mobile phones, fixed lines, Internet broadband, Voice and data. Mobile
phones, Internet broadband, Vodafone mobile broadband, fixed line operation, Vodafone health line,
Vodafone Business solutions, and our newly introduced service being Vodafone mobile money.

Customer base
Vodafone Ghana customer base as at may 2015 was 7,276,938 subscribers but increased to 7 ,296,394
subscribers as June 2015. And currently thew seecon largest telecommunication provdefrs in terms of
customer base.

Competitors
The main competitors of Vodafone Ghana includes MTN Ghana who happens to be the market learder,
TIGO, AIRTEL, EXPRESSO,GLO, Surf line and BLU Technologies a new entrant.

Other relevant information

The players in the industry are now considereing building a very strong brand, for research has shown
customer swiching cost is very low, however players are strategizing in building a very strong brand in
order to retain exitaing and also attract potential customers. Therefoe the implementation of brand metrics
is very relevant to all the players but selecting and using of the right metric is a challenge within the
industry.
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