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

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

67%

Essor group
Asim Ghosh-12% A.Singh and other companies (Minority)

Hutchison Essor Indian Company

CEO s
Asim Ghosh 61, will retire after leading the company for 10 years. He will continue as a nonexecutive 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 Luxembourgbased 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 companys 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 customers 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

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 towards warmth and emotions. Vodafone used the powerful visual imagery of a dog.

Airtel is focused on functionally and efficiency. Airtel choose to use music, which is not nearly as effective.

Competitive Analysis (Target Audience)

They are targeting middle class person as their target audience. It can be justified by their product like chota recharge.

A group or class of persons enjoying superior intellectual or social or economic status Up market professionals

Evaluation (SWOT Analysis)

Strengths
Leading mobile company in the UK. Globally renowned name

Weaknesses
Takeover of O2 or TMobile Diversification into new areas

Opportunities
Takeover of O2 or T-Mobile

Threats
Threat of legal action by workers. Obvious threat from other mobile tariffs e.g. Virgin

Diversification into new areas

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 Contd

Card preferred
Cost satisfaction

Postpaid Prepaid
yes, I m satisfied. no, not satisfied. can't say
Billing System

10%

33%

57%

21%
yes, I m satisfied.

49% 30%

no, not satisfied. can't say

Marketing Research Analysis

network connectivity

Sales
Vodafone Airtel BSNL
Service provided by the customer care
0%
4% 4% yes, I m satisfied. no, not satisfied. can't say 92%
yes, I m satisfied. no, not satisfied. can't say

Quality provided by Service Provider

yes, I m satisfied. no, not satisfied. 61% can't say

39%

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

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