Establishment

The company was founded in 1982 as a joint venture .

the name was derived from the newly-found company's goal

of establishing both voice (VO) and data (DA) services over
a mobile telephone network.

Speechmark logo, suggesting conversation

In terms of customers, therefore, only China Mobile is larger.

 Hutchison Essar
Established - 1994
an Essar group and Hutchison Whampoa
undertaking,
acquiring the cellular mobile licence for Mumbai
has a nationwide market share of 16.4pc
the fourth-largest Indian operator.
'Most Respected Telecom Company‘
'Best Mobile Service in the country'
'Most Creative and Most Effective Advertiser of the
Year'.
 Vodafone Essar
Vodafone Essar, previously Hutchison Essar
is a cellular operator in India that covers 23
telecom circles in India.
Despite the official name being Vodafone Essar,
its products are simply branded Vodafone.
It offers both prepaid and postpaid GSM
cellular phone coverage throughout India with
good presence in the metros.
Sashi and Ravi Ruia, the Indian brothers behind the Essar
conglomerate.
The Essar Group is a diversified business corporation with a
balanced portfolio of assets in the manufacturing and
services sectors of
Steel,
Energy,
Power,
Communications,
Shipping Ports & Logistics,
Projects.
Essar employs more than 50,000 people across offices in
Asia, Africa, Europe and the Americas.
 VODAFONE TAKEOVER

Takes over HTIL(Whampoa group

Vodafone(Briton) of Li-Ka Shing.
A Foreign company Hong Kong
A foreign company

67%
Essor group

Asim Ghosh-12%
Hutchison A.Singh and other companies
Essor (Minority)
Indian
Company
CEO s
Asim Ghosh
61, will retire after leading the company for 10
years. He will continue as a non-executive
member on the board of Vodafone Essar, the
company said. Ghosh was managing director of
Hutchison Max Telecom Pvt. Ltd, an
operating company of Hutchison
Telecommunications International Ltd, since
1998.

Marten Pieters
was earlier chief executive of Celtel
International BV, a mobile-phone operator in
several African countries, and currently a
director on the board of Luxembourg-based
Millicom International Cellular SA.
 Services
• Tunes & Downloads
• Entertainment
• Devotional
• Sports
• News & Updates
• Call Management Services
• Finance
• Travel
• Mail, messaging & more
• Dial in Services
• Bill Info
 Products
• Prepaid
• Postpaid
• I-Phone 3G
• Magic box Handset
• World Calling Cards
• Gulf Calling Cards
• Vodafone PCO
• Vodafone Handyphone
PEST Analysis : A Environmental Scanning

Political :
• Governmental and legal issues affecting how the
company operates
» Regulation

»Infrastructure
»Banning of phone use in certain
circumstances
»Health issues
Economic :
Factors affecting the purchasing power of the
customers and the company’s cost of capital
» Cost of 3G license
» Cost of calls being driven down
» Worldwide recession
» Third world countries
Social :
Demographic and cultural aspects of environment
which influence customer need and market size
• Health issues
• Demographic
• Social trends
 • Picture phone
• Mobile etiquette
• Saturation point

Technological :
» 3G
» UMTS(2.5G)
» GPRS/WAP
» SMS / MMS
 STP Analysis
Segmentation :
income
• Age
• Service usage
• Life of service
• Geographical condition
• Nature of customer
• Institutional
• Sole
Targeting
• Vodafone is adopting multi-segment
approach .they are offering a series of
differentiated products to their respective
markets.
• Home calling cards for the families of those
professional who use to work abroad.
• Rs. 10 recharge for small user.
• Cheap SMS facility for youth
• Facilities for circle users.
Positioning :
• “where you go the network follows you “
• Hutch , as a brand, always tried to connect with
consumers in simple, honest and real manner,
while vodafone is more young and fun brand. So
consumer will see a shift reflecting a more vibrant
brand.
• The “pug” and actor Irfan Khan will be retained for
the brand position.
• They are talking about the exclusivity of the
network and the service they are offering to the
customer.
 Market Strategy of Vodafone
• Our strategic objective is
- Innovate and deliver on customer’s total
communications needs.
• Vodafone too, needed to educate
consumers about cellular telephony:-
-Can I call std?
-Can I use my phone in a lift?
-what is airtime?
 Commercial Strategy of Vodafone
• Rebranding
-Stores
-Mass media coverage
• Innovative distribution to reach the customer
-Exclusive shops
-Hub and spoke
-Associate distributions
• Customer service
-Shops and call centers
-Vans
-Help desks
 4 Ps
Product:
• A product with many different features provides customers with
opportunities to
– chat,
– play games,
– send and receive pictures,
– change ring tones,
– receive information about travel and sporting events,
– obtain billing information
– and soon view video clips and send video messages.
 
• Vodafone live! provides on-the-move information services.
 
Place:
• Vodafone UK operates over 300 of its own stores.
• It also sells through independent retailers e.g.
Carphone Warehouse.
• Customers are able to see and handle products
they are considering buying.
• People are on hand to ensure customers’ needs
are matched with the
• right product and to explain the different options
available.
Price:
• Vodafone wants to make its services accessible to
as many people as possible: from the young,
through apprentices and high powered business
executives, to the more mature users.
• It offers various pricing structures to suit different
customer groups.
• Monthly price plans are available as well as
prepay options. Phone users can top up their phone
on line.
• Vodafone UK gives NECTAR reward points for
every £1 spent on calls, text messages, picture
messages and ring tones.
 Prmotion
• Vodafone works with icons such as Zoozoos & Pug to communicate its brand

values.

Above the line

• Advertising on TV, on billboards, in magazines and in other media outlets

reaches large audiences and spreads the brand image and the message very

effectively. This is known as above the line promotion.

• Below the line

• Stores have special offers, promotions and point of sale posters to attract

those inside the stores to buy.

• Vodafone's stores, its products and its staff all project the brand image.

• Vodafone actively develops good public relations by sending press releases to

national newspapers and magazines to explain new products and ideas.

Competitors in Market
 Competitive Analysis (Positioning Strategy

• Vodafone has veered • Airtel is focused on

towards warmth and functionally and efficiency.
emotions. • Airtel choose to use music,
• Vodafone used the powerful which is not nearly as
visual imagery of a dog. effective.
 Competitive Analysis (Target Audience)

• They are targeting •A group or class of persons

middle class person as enjoying superior intellectual
their target audience. or social or economic status
• It can be justified by
their product like chota •Up market
recharge. professionals
 Evaluation (SWOT Analysis)
Strengths
•Leading mobile company in
the UK.
•Globally renowned name
Opportunities
•Takeover of O2 or T-Mobile
•Diversification into new areas
Weaknesses
•Takeover of O2 or T-Mobile
•Diversification into new
areas
Threats
•Threat of legal action by
workers.
•Obvious threat from other
mobile tariffs e.g. Virgin
 The Vodafone main principles:

• Vision for the future

• Interest in the customer
• Staff orientated
• Results driven
 Interest in the customer:

• Vodafone customers have chosen to trust the group.

• In return, Vodafone must understand their needs and delight
them with the services provided.
• Vodafone values customers above everything else and aspires
to make their lives richer, more fulfilled and more connected.
• Vodafone must always listen and respond to each of its
customers.
• Vodafone will deliver greater quality and more value, faster
than anyone else.
 Staff orientated:
• Outstanding people working together make Vodafone
exceptionally successful.
• Vodafone seek to attract, develop, and reward outstanding
individuals.
• Vodafone staff enjoy what they do.
• Vodafone believe in the power of its teams.
Results driven:
• Vodafone is action-oriented and driven by a desire to be the
best.
• Vodafone is committed to be the best in all they do.
• Vodafone staff play their part in delivering results.
• Vodafone seek speed, flexibility and efficiency in all that it
does.
 Marketing Research
Analysis Cont’d…

Card preferred
Cost satisfaction Postpaid
Prepaid
10%
yes, I m satisfied.
no, not satisfied.
33% 57%
can't say

Billing System

21%
yes, I m satisfied.
49% no, not satisfied.
can't say
30%
 Marketing Research
Analysis

network connectivity

Sales
yes, I m satisfied.
Vodafone Airtel no, not satisfied.
BSNL Relience can't say

Quality provided by Service Provider

Service provided by the customer care

0% yes, I m
4 % 4% satisfied.
yes, I m satisfied . 39%
no, no t satisfied. no, not satisfied.
can't say 61%
92 % can't say
 Future Trends
• Convergence of technologies & the ability of private
players to offer it to the market faster than the
incumbent operator.
• “The telecom industry in 2012 will be very different
from the one we know today. Developing strong
partnership skills, focusing on customer user groups,
embracing Internet services and starting to talk the
language of Web 2.0 will enable the carriers to thrive
well into the future,"
BIBILOGRAPHY
ECONOMIC TIMES
FT.COM
WIKIPEDIA
FORBES