VODAFONE MARKETING CASE STUDY

Vodafone is a mobile communications company operating in about 30 countries around the world. Its headquarters are in Berkshire, England. It entered Indian markets in 2007 after acquiring Hutchison Telecommunications International Ltd. Vodafone India is the third largest mobile network operator in India after Airtel and Reliance Communication by subscriber base. It is based in Mumbai, Maharashtra. It is known for its marketing prowess, especially for its iconic Zoo Zoo ads.

As part of our project, our objective is to gain insights about how Vodafone plans to increase its footprint in India in terms of new products and increased market share. This is to be analyzed from various viewpoints-market penetration, market development, product development and diversification.

The scope of our study is the B2C (Business to Consumer) market segment of Vodafone India. The study would look into the perception that competitors and customers have about various Vodafone products, the various marketing challenges that it faces and the various recommendations (alternatives) that are needed to be implemented in light of these problems.

Our approach would be to survey existing and prospective customers of Vodafone on their experiences with its various product offerings ranging from voice to data services. We will extensively use primary and secondary data to come to solutions to various problems. Secondary data would include the details of the customers available with the Vodafone like the number of customers using prepaid and postpaid services, the number of customers availing MNP (Mobile Number Portability) service, etc. Primary data would include the data collected from the interviews conducted for customers and business executives in Delhi region, like 3G and 2G internet plans preferred by consumers. The survey would also include questionnaire floated online with questions like how satisfied are they with the Vodafones services, which network would they prefer on buying new connection, etc. The project will also explore Vodafones possibilities of entering into new markets and of growing its market share in existing markets through innovation and collaborations. It will make use of SWOT analysis to identify Vodafones strengths, weaknesses, opportunities and threats.