Northern Region Marketing Plan – April to September 2010

I. Opportunities/challenges 2010-11

Description Urban Areas Rural Areas

Knowledge of VM product offerings High Low
Mass Media Effective Not effective
License fee for store/trade promotions Expensive Free
Stock availability on the trade is high at face value High Low
Super dealers operating >3 1 or 2
Revenue potential High Low
Coverage Small gaps Low

II. Action Plan

 Improve product offering awareness

i. Perform eight promotions/month, four on zona tudobom and Afrikings to educate
potential subscribers on cost effective ways to use the service/equipment.
ii. Use community radios and local languages in rural areas – sent list of radios per
location and languages to marketing.
iii. Sign “Memorando de entendimento” with Nampula Municipality to reduce cash
payment for license fees by sponsoring the Nampula day festivities and CSI projects
for the municipality. This will be finalized by end of April.
iv. Promotions when launching new coverage, next six months four new coverage areas
were official launch will involve local leaders.
 Stock availability on the trade at face value
i. Set target per super dealers per area (Loja Vodacom) (table 1).
ii. Afrikings to service the trade directly were availability is low, have identified four
locations that they have to concentrate their efforts.
iii. On new coverage areas super dealers to have permanent presence.
 Marketing activities
i. Promotions to launch new coverage with local government officials, community
leaders and business.

1
 ii. Corporate cocktail for the official launch of 3G Network.
iii. Photo expo “comemorando a independencia”, invite corporate and government
officials in June.
iv. Sponsor city days for Nampula (included in the “memorando de entendimento”) and
Namialo.
v. Between 10 -14 May the President of Mozambique will be visiting Nampula, in
particular Erati (Namapa), negotiating with Nampula Governor to include on the
Presidents program the official launch of our network in Namapa.

III. Budget

 Budget for the Activities to finalize with Sales and Marketing.

Table 1: Targets per Super Dealer per Area for Gross connections and Starter pack distribution

Target Gross Starter Packs Target Voucher

Province Area Dealer
Connection Sales Sales
MOCOM 1,680 4,200 1,056,000
Pemba
APS 420 1,050 264,000
Cabo Delgado MOCOM 480 1,200 132,000
Mocimboa da Praia
APS 120 300 33,000
Montepuez MOCOM 600 1,500 660,000
MOCOM 420 1,050 138,600
Angoche
Kangela 180 450 59,400
APS 540 1,350 396,000
Nacala Kangela 900 2,250 660,000
APS 360 900 264,000
APS 300 750 132,000
Nampula Namialo Kangela 750 1,875 330,000
MOCOM 450 1,125 198,000
APS 2,700 6,750 2,178,000
Kangela 1,350 3,375 1,089,000
Nampula City MOCOM 2,250 5,625 1,815,000
One Air 1,800 4,500 1,452,000
Selmec 900 2,250 726,000
APS 750 1,875 214,500
Cuamba
MOCOM 750 1,875 214,500
Niassa APS 1,050 2,625 495,000
Lichinga Kangela 630 1,575 297,000
MOCOM 420 1,050 198,000
Grand Total 19,800 49,500 13,002,000