Samenvatting

This thesis gives an overview about how YCall (a VoIP App) can be positioned in the Dutch market. This positioning helps to minimalize information overload in the mind of consumer, and thereby leaving a clear impression and message about the product and brand. Thus, by designing the most suitable market positioning for YCall, the company can receive the greatest benefit in the selected target market and use the best marketing strategies to serve its target group.

The YCall App was developed by its parent company YaBand in the beginning of 2015. This App allows users to make international or domestic calls with low calling rates and HD voice quality. The technology behind it is VoIP (Voice over Internet Protocol). This is the transfer of voice via advanced internet technology. YaBand has worked as a VoIP wholesaler for more than ten years, so the company is supported by its own professional VoIP technology and voice platform. The wide-spread use of the mobile internet, smartphone and mobile Apps give reasons for YaBand to develop YCall App and exploit it in the mobile Apps market. However, YCall has not attracted many users since its January of 2015. The total number of users and profit was lower than expected by the company. There were two main reasons for this, the first reason was due to technical problems within the App. YaBand is working hard to solve these problems. This thesis focuses on the second problem --- the lack of effective promotion tools. This thesis endeavours to find solutions for YCall, so that it can serve its customers better, and thereby attract more users. This is also the central question of this paper. The main approach used in this thesis is the STP model, that is market segmentation, targeting and positioning. The STP model is constructed by analysing the internal environment, macro-environment and meso-environment. The meso-environment consists of the five force analysis, the competitor analysis and the customer analysis. The research methods in this thesis include desk research and field research. The desk research involved searching relevant information on different search engines and textbooks. The field research includes a questionnaire directed towards four target groups of YCall and an interview with the CEO of YaBand.

The initial results of the internal analysis indicate some strengths and weaknesses of the YCall App. The competitive advantages are professional technological support, independent telecommunication operational system, low calling rates, strong financial support from the parent company and low resource load on mobile battery and data. Weaknesses are technical issues, a lack of effective promotional tools, limited product formats, tailored functions and discount plans. The analysis on macro-environment and meso-environment also reveals some opportunities and threats for YCall. The opportunities include the positive growth of the Dutch economy, the widespread use of smartphones and mobile Apps and the increasing awareness of sustainable products. There are several threats that cannot be ignored, such as a fierce competition, too many substitutes, low entered requirements and astrong bargaining power from customers. The Strengths, Weaknesses, Opportunities and Threats of the product can be combined together to develop an effective marketing strategy for the firm.

YaBand is suggested to target four target consumers (students, business professionals, immigrants and tourists) with specific offers and formats. In terms of students and tourists, the company can develop further its messaging and video calls on the App thereby adding to the customer’s experience. Unique tailored plans, such as student plans or travel plans can also be added to attract these two groups of consumers. Furthermore, the company can be more active on social media, thereby encouraging students and tourists to use promotion by positive word of mouth. In terms of business professional and immigrants, YCall is suggested to develop a computer based App, so that they can also use this on the computer. The diversified plans can be designed for these two groups of consumers, such as business plans or discount plans for the more specific country. The company can use promotional tools such as vouchers, rewards, discounts and incentives to attract more business people and immigrants to use the YCall App.