Himanshu Kamat (22) Hitesh Mahansaria (24

)
Sahil Gupta (88)
Prachi Bansal (84)
Kuntal Panja (106)
!n 1332, Hutchison Whampoa and its !ndian business
partner - Nax Croup, established a company that in
1334 was awarded a license to provide mobile
telecommunications services in Bombay and launched
commercial services as Hutchison Nax in
November 133S
1332: Hutchison Whampoa and Nax Croup establish Hutchison Nax
2000: Acquisition of Delhi operations and entry into Calcutta (now
Kolkata) and Cujarat markets through Essar acquisition
2001: Won auction for licences to operate CSN services in Karnataka,
Andhra Pradesh and Chennai
A 'You and !' print advertisement of Hutch featuring Cheeka (dog)
2003: Acquired AirCel Digilink (AD!L - ESSAR Subsidiary) which
operated in Rajastan, Uttar Pradesh East and Haryana telecom circles
and rebranded it 'Hutch'.
< 2004: Launched in three additional telecom circles of !ndia namely Punjab, Uttar
Pradesh (West) and West Bengal.
< 200S: Acquired BPL Nobile operations in 3 circles. This left BPL with operations
only in Numbai, where it still operates under the brand 'Loop Nobile'.
< 2007: vodafone acquires a 67º stake in Hutchison Essar for $10.7 billionThe
company is renamed vodafone Essar. 'Hutch' is rebranded to 'vodafone'.
< 2008: vodafone acquires the licences in remaining 7 circles and has starts
its pending operations in Nadhya Pradesh circle, as well as in Orissa, Assam,
North East and Bihar
< On Narch 31, 2011, vodafone Croup Plc announced
that it would buy an additional 33º stake in its !ndian
joint venture for $S billion after partner Essar Croup
exercised an option to sell the holding in the mobile·
phone operator.
< The UK firm paid $S.46 billion to its !ndian
counterpart to take Essar out of its 33º stake in the
!ndian subsidiary. !t will leave vodafone owning 74º
of the !ndian business, while the other 26º will be
owned by !ndian investors, in compliance with !ndian
law.
< !t is the second largest mobile phone operator in
terms of revenue behind Bharti Airtel , and
< Third largest in terms of customers.
< vodafone had about 134.S million customers as of
February 2011
< Despite the official name being vodafone Essar, its
products are simply branded vodafone.
< !t offers both prepaid and postpaid CSN cellular
phone coverage throughout !ndia with good presence in
the metros.
< vodafone Essar provides 2.7SC services based on
300 NHz and 1800 NHz digital CSN technology.
< vodafone Essar will launch 3C services in the country in
the ]anuary·Narch quarter of 2011 and plans to spend
up to $S00 million within two years on its 3C networks
Revenue stimulation and cost reduction
!nnovate and deliver on our customers' total
communication needs
Deliver strong growth in emerging markets
Actively manage our portfolio to maximize returns
Align capital structure and shareholder returns
policy to strategy
PEST ANALYSIS-
EXTERNAL ANALYSIS
#olitical
Regulations
Political Opposition to participation by the
private players
Covt support to promote FD! in Telecom sector
Banning of Phone Use in Certain Circumstances
'echnology
Equipped with New Technology
Rapid !ndustrial growth rate induced by
emerging technologies.
Strong Fibre Optic Network
Utilization of E· Commerce facilities
Efficient Customer Care Services
&ocio·Cultural
High End Phones becoming status
symbol
Due to !ntimate family bonding in
!ndian Culture, there is need to remain
connected
Tech Savvy Ceneration
conomic
Cost of calls Being Driven Down
Worldwide Recession· Both Boon S Bane
Niddle class consumer base growing due to
accelerated economic growth
Untapped markets in emerging Economies ·
New Opportunity
There are a few numbers of large firms worldwide that
competes for the market share, however are very competitive
and because of a relative slow market growth in this industry
the firms fight over the market shares.
There is also a low level of switching costs to the consumer
and a low level of product differentiation
Thus, in the mobile network industry the threat of rivalry is
fairly high.
The threat oI substitutes Ior voice and data communication
over the traditional network is moderate.
The low costs oI computer calling could potentially take over
most long distance calling.
The more local calls and business calls would be more secure
Ior the mobile market, although cell phones with the ability
to use the internet to make calls are being made available and
will soon take a considerable market share oI calls made.
The threat oI substitutes can be reasonable high in this
industry.
Substitute
The threat of buyers in
this industry can be
considered fairly low.
The individual buyer
has no impact on the
price of the products
offered.
1. !n the cell phone part of the business the suppliers of
the phones can have a big impact on the price of
products and the condition of the deal they make
with the provider.
2. One clear example of this is when apple launched
their new !·phone. They made an exclusive contract
with ATST so they had the exclusive right to be the
service provider to their phone in America.
3. So the supplier's power in this industry is high.
1. The threat of entry is highly influenced by the
economy of scale of the existing companies.
2. The large well established companies that have a
strong foothold in the market and a known brand
name would make entry for a new company
costly.
BCG MATRIX
&tars ?
Cows
Bundled #hones
Dogs
Bulk and !nteractive
messaging
!ntegrated wire line
communication
J

J
oice C&N
&ervice
DC &ervice
#N
Data Cards
'elemetry and
&ecurity &olutions
3 C &ervices
ANSOFF`s MATRIX
Product Development
Business Solutions
Nkt. Peneteration
3C
Data Cards
Diversification
Bundled Phones
Nkt. Development
Exclusive Nobile Content
9-@
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B
r
o
a
d
NATIONAL GLOBAL
GEOGRAPHICAL SCOPE
BSNL,
MTNL
Other
AirteI
ReIiance
Vodafone
TATA
IDEA
VIRGIN
Strategic Group Analysis
< vodafone regularly conducts Brand Health Tracking, which is designed
to measure the brand performance against a number of key metrics
and generate insights to assist the management of the vodafone brand
across all vodafone branded operating companies. This tracking has
been in place since 2002 and provides continuous historical data
against key metrics in all 13 vodafone branded operating markets.
< An external accredited and independent market research organization
provides global coordination of the methodology, reporting and
analysis. As a result of these activities the vodafone brand is now
ranked number 11 in the Brand 'op 100 global brands list
recently published in 'he Financial 'imes, with an estimated
value attributable to the brand of £18.7 billion.
< vodafone has continued to focus on delivering a superior, consistent
and differentiated customer experience through its brand and
communications activities.
vodafone tops
UK valuable
brand index
The Brand Finance Nobile 100 is an index of the
world's most valuable mobile telecoms brands in
the world published annually in association with
Total Telecom
1. !n the third year of publication vodafone remains
the top ranked brand with a value of $30.7 billion
(up from $28.3 billion) and a Brand Rating of
AAA+ (up from AAA)
2. The increase in brand values in China and the US
illustrate continued rapid economic growth in
China and the growing economic recovery in the
US
MARKETING
FRAMEWORK
BRANDED CUSTOMER
EXPERIENCE
BRAND
COMMUNICATIONS
BRAND
VALUES &
ENGAGEMENT
Arun Sarin, CEO Vodafone
A brand 8 hat a brand /408."
The most vaIuabIe brands in the orId are those
here the customer knos they're going
to get a good experience"
Sir John Bond, Chairman, Vodafone
umbai, arch 5, 2008 WFA/ÌSA - Global Advertiser
Conference 27
< Croup's vision · ¨to be the communications leader
in an increasingly connected world".
< Develop competitive local market brand
positioning, with local brand positioning projects
now implemented in 13 markets.
< dvertising is largely done on TV, on billboards, in
magazines and in other media outlets which reaches
large audiences and spreads the brand image and the
message very eIIectively.
< !rfan Khan Advertisement
< To enable the consistent use of the vodafone brand, a
set of guidelines has been developed in areas such as
advertising, retail, online and merchandising, all
including detail on how to make the brand work
across every touch point.
< Since ]une 2006, eight markets have implemented the
global retail design.
< Stores have special offers, promotions and point of
sale posters to attract those inside the stores to buy.
< The migration from Hutch to vodafone was one of
the fastest and most comprehensive brand
transitions in the history of the Croup, with
 400,000 multi brand outlets,
 over 3S0 vodafone stores,
 over 1,000 mini stores,
 over 3S mobile stores and
 over 3,000 touch points reframed in two months,
with 60º completed within 48 hours of the
launch.
< vodafone live portal that is header banners,
channel sponsorship and sponsorship of free NNS
alerts.
umbai, arch 5, 2008 WFA/ÌSA - Global Advertiser
Conference 42
< #elevant
< #eliable
< Easy to use
< Ìnnovative
Differentiation
strategy:
%o make the
most of
customer's
time!
Positioning
strategy:
· Cost Saving in
Europe
· #evenue
Growth in
Emerging
arkets
GIobaI
strategy:
Fitting into our
Strategy
An innovative Handset based
SeIf Care application, that will
allow our customers to access
reaI time seIf care services
directly from their phones.
A capabiIity that enables
taiIored on device self service
and C# transactions
Ìt will radicaIIy improve the
quaIity of user's Interactions
with their products and services,
making things simpler and more
easily accessible
< Brand as a central organising principle that drives
performance, culture, experience and action
< Treat engagement as a journey, and a source of
competitive differentiation
< !nvolve Leaders!
< Nake the vision actionable
include everyone who
represents your brand
< Link to recognition and reward
< Neasure your progress
hat we do
Differentiation: A Creat Customer
xperience
Functional Benefits: Useful, &eamless,
&timulating
Emotional Benefit: !nspired (to use my
time)
hat we do
Differentiation: A Creat Customer
xperience
Functional Benefits: Useful, &eamless,
&timulating
Emotional Benefit: !nspired (to use my
time)
here we play
Narket Definition: !ntegrated
Communications #rovider
Positioning Target: #rogressives
Customer !nsight: ! live for this life and
time is precious
here we play
Narket Definition: !ntegrated
Communications #rovider
Positioning Target: #rogressives
Customer !nsight: ! live for this life and
time is precious
ho we are
Personality: 'he #ioneer
values: Red, Rock solid S Restless
Physique: Red within a technicolor world
ho we are
Personality: 'he #ioneer
values: Red, Rock solid S Restless
Physique: Red within a technicolor world
Our rallying cry
Ambition: Communications leader
Purpose: 'o help people make the most of
their time in life
Customer expression: Nake the most of
now
Our rallying cry
Ambition: Communications leader
Purpose: 'o help people make the most of
their time in life
Customer expression: Nake the most of
now
< A static brand can quickly become irrelevant. But
brand innovation also has its risks.
< Brand innovation can take place internally through
research S development or it could occur externally by
understanding the opportunities that are being
created due to increased competition and an informed
consumer.
< A brand has to continually scout for opportunities to
better itself and its perception among the consumers
of its product.
< Brand opportunity can be gauged by
understanding consumer behavior.
< One needs to understand what is pulling a
consumer away from your brand and what feature
about your brand is underperforming to have the
same effect - pulling the consumer away from
your brand.
The The reasons why people are with their current reasons why people are with their current
telecom service providers telecom service providers
40Ʒ
20Ʒ

23Ʒ
10Ʒ
value for Money
Coverage and CuallLy
SwlLchlng cosLs
Schemes and 8eneflLs
CLhers
10Ʒ
33Ʒ
17Ʒ
13Ʒ

Coverage Ǝ volce ClarlLy CusLomer Servlce CuallLy
Þrlclng Schemes
CLhers
$ $hows hows which Ieatures oI which Ieatures oI VodaIone VodaIone
brand promise are underperIorming to brand promise are underperIorming to
create a negative perception oI the create a negative perception oI the
brand. brand.
< From the observations, an understanding of the opportunities
that vodafone can capitalize on is created.
< vodafone is a company which focuses on customer service
through its brand communications in the form of ¨Power to You"
and ¨Happy to Help". !t has to ramp up its customer service and
it's value propositions to make the brand more effective in the
market.
< vodafone should try to focus on promises it has made to its
customers and faltering on these would be detrimental to its
survival.
< Pricing has to be made innovative and should be centered on
creating value for the customer through product bundling and
pioneering tariff styles.
52
Brand Satisfaction is established only by the experiences that
customers have, across each of the brand's touch·points, over the
course of time.
A minority in the ¨Excellent" category and a one·third majority in
the ¨Not Satisfactory" category lead us to conclude that more of
odafone's customer base is disgruntled with it than delighted.

27Ʒ
30Ʒ
36Ʒ
LxcellenL Cood SaLlsfacLory noL SaLlsfacLory
rand $atisIaction
53
!t is a comprehensive concept, which
includes all the tangible and intangible traits
of a brand, say beliefs, values, prejudices,
features, interests, and heritage. A brand
personality makes it unique.
Brand personality is seen as a valuable
factor in increasing brand engagement and
brand attachment, in much the same way
as people relate and bind to other people.
rand Personality
40Ʒ
10Ʒ
23Ʒ
27Ʒ
SLrong
neLwork
CusLomer
Servlce
lnnovaLlve
Schemes
value Added
Servlces
54
Brand loyalty, in marketing,
consists of a consumer's
commitment to repurchase or
otherwise continue using the
brand and can be demonstrated
by repeated buying of a product
or service or other positive
behaviors such as word of mouth
advocacy.
With a majority 63º of
respondents saying they will
recommend vodafone to anyone
else, it is a good statistic
rand Loyalty
37Ʒ
63Ʒ
no ?es
Brand Hierarchy,7.
udgment
$uality according to Price
!nnovative and competitive
Resonance
High level of repeat
purchase
Regular Engagement
High on Community
Feelings
Excitement
#erformance
Nedium Priced
Service Effectiveness and
Efficiency
!magery
User Profile - All Classes
All Age Croup and Cender
Strong Brand Reliability
&alience
varied Product Portfolio
very High Awareness
High Recall
< vodafone, Nokia among most recalled brands
during the !PL.
< Among the top 10 most recalled advertisements,
vodafone Zoozoo ads (Co Creen and ]okes) rank
highest, with 43 per cent unaided
recall.(According to Afaqs ! study)
< VodaIone has maintained its market share in urban and
semi-urban areas and can have opportunity to compete Ior
rural share.
< VodaIone has been able to maintain arguably the highest
brand awareness and recall ratings in its industry segment.
< They have capitalised on zoo zoo merchandise in
association with $hopper`s stop but can do better on this
Iront.
< A suggestion could be releasing a weekly comic
strip on zoo zoo in national dailies through print
ad mode and involving audiences directly with the
story line in competition format.
< Nobile games and Apps can be developed with
the zoo zoo as protagonist.
< !n game advertising is a medium that can be
explored.

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