Marketing strategies and the development of competitive positioning for telecommunications companies in KOLWEZI: A comparative analysis of Vodacom and airtel

Abstract

This study focuses on the marketing strategies and the development of competitive positioning among telecommunications companies in Kolwezi, DRC, through a comparative analysis of Vodacom and Airtel. It aims to understand how marketing practices contribute to brand visibility, brand differentiation, and consumers’ perception of brand positioning. The research is based on a systemic and comparative approach, utilizing interviews, direct observation, literature review, and a quantitative survey conducted among 100 subscribers and 20 employees from both companies. The analysis focuses on three main dimensions: the components of competitive positioning, promotional practices, and the orientation of marketing services.

The results reveal that both operators use similar marketing tools, including media advertising, sales promotions, and customer relationship management systems. However, their strategic orientations differ. Vodacom stands out for the emphasis it places on brand visibility, event-based communication, and relationships with its target audiences.

This orientation is accompanied by a favorable perception of its leadership, as 94% of respondents consider the company a leader, compared to 78% for Airtel.

For its part, Airtel places greater emphasis on product knowledge and the use of the Internet as an information channel. Furthermore, the two operators show convergence in their promotional practices, with 70% of respondents from each network reporting that they had purchased a phone at a promotional price.

The study thus shows that competitive positioning does not depend solely on the variety of marketing tools employed, but above all on their combination, consistency, and strategic focus. It also highlights the importance of customer experience, brand recognition, and visibility in differentiating telecommunications companies. Ultimately, the coordination of marketing initiatives is an essential factor in building a distinctive competitive positioning in the Kolwezi market.

Key words: Marketing strategies; competitive positioning; telecommunications; marketing communication; brand differentiation.

Received Date: September 17, 2026

Accepted Date: October 09, 2026

Published Date: November 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/1036