Winning the competition can be done only by micro analysis of the behaviour of your consumer. This makes more sense in a sector like mobile communication, where competitive rivalry is too intense. The market leader Airtel always surpass its counterparts in product innovation. Airtel 'my plan' was such an innovation targeting a demographic segment family. A very recent launch in this sector is from Vodafone. Vodafone Flex Recharge. This product was developed by carefully understanding the consumer. Every time a consumer is often at disadvantage when he has to make multiple recharges for value added services. A prepaid consumer has to remember his voice recharge dates, SMS recharge dates, Data recharge dates and so on. The new product eliminates all these tussle for the consumer with a single recharge for all the services. Thus Vodafone carefully crafted a new segment based on usage.
The ad campaign is also simple and straight to the point. The informative element in the commercial is well appreciable. Now let us see what is the response of other incumbents.