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GLOBALIZATION STRATERGY

PROJECT REPORT

VODAFONE SRATERGY IN INDIA

Submitted by- Zoravar Sher Singh Kalsia
Kanishq Baweja
Tarn Raghav
Dhanraj

France Telecom (now Orange S.Introduction Vodafone India Ltd. Licences for these circles had initially been awarded by the DoT in 1994. Rajasthan and Haryana. The licence to operate in Mumbai (then Bombay) circle was awarded to Hutchison Max by the Department of Telecommunications (DoT) in November 1994. Initially. But later Hutch took the majority stake. Uttar Pradesh (East). (HMTL). 1997 and 1995 respectively. Hutchison Telecom . and planned to enforce its ownership of the brand in India.2016 and plans to expands its network to various cities from March 2016 . In February 2007. HMTL was renamed Hutchison Essar Limited (HEL) in August 2005. Essar Group was the major partner. after Airtel. By the time of Hutchison Telecom's Initial Public Offering in 2004. the Kolkata circle in July 2000 and the Gujarat circle in September 2000. The cellular service branded "Max Touch" was launched the same year. it was able to establish leading positions in India's largest markets providing the resources to expand its footprint nationwide. In Delhi. By adopting this focused growth plan. In these densely populated urban areas it was able to establish a robust network. Maharashtra. It has already launched its 4G services in Mumbai from February. Vodafone India launched 3G services in the country in the January–March quarter of 2011 and plans to spend up to $500 million within two years on its 3G networks. with a market share of 18.42%. They made an offer to purchase part of Hutchison's India operations. Then it also targeted business users and high-end post-paid customers which helped Hutchison Essar to consistently generate a higher Average Revenue Per User (ARPU) than its competitors. In 2006. it announced the acquisition of a company (Essar Spacetel — A subsidiary of Essar Group) that held licence applications for the seven remaining licence areas. Between 1992 and 2006. It has approximately 185 million customers as of June 2015. HMTL rebranded "Max Touch" as Orange from 14 February 2000. Hutchison Whampoa had acquired interests in six mobile telecommunications operators providing service in 13 of India's 23 licence areas and following the completion of the acquisition of BPL Mobile that number increased to 16. It offers both prepaid and post-paid GSM cellular phone coverage throughout India with better presence in the metros. Hutchison retained the rights over the Orange brand in India. Hutchison acquired interests in all 23 mobile telecom circles of India.) acquired the worldwide rights for the Orange brand from "Vodafone" in May 2000. but Hutchison India declined to sell. the company grew its business in the largest wireless markets in India — in cities like Mumbai. but had to pay a royalty to France Telecom. well-known brand and large distribution network – all vital to long-term success in India. is the second largest mobile network operator in India by subscriber base. Delhi and Kolkata. Hutchison Max entered into the Delhi telecom circle in December 1999. The hutch-Vodafone deal – the gate for Vodafone to India Hutchison Max Telecom Ltd. was established on 21 February 1992.Vodafone is the second largest player in telecom operator in India after Airtel. Vodafone India provides services on basis of 900 MHz and 1800 MHz digital GSM technology. a joint venture between Hutchison Whampoa and the Max Group.A. France Telecom left the Indian market in December 2004. It is headquartered in Mumbai.

A recurrent theme is that its message "Hi" stands out visibly though it uses only white letters on red background. This meant Vodafone owns 74% of Essar. Hutch was often praised for its award winning advertisements which all follow a clean. minimalist look.1 billion. Vodafone's creative agency is O&M while Harit Nagpal was the Marketing Director during the various phases of its brand evolution. Hinduja Group. Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in HutchEssar for US$11. with the tagline. pipping Reliance Communications. an indirect subsidiary of Vodafone Group. The whole company was valued at USD 18. .1 billion. India based Piramal Group sold its 11% Stake in Vodafone India to Prime Metals. On 11 February 2007. Vodafone purchases Essar's stake In July 2011. "Wherever you go.announced that it had entered into a binding agreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests in Hutchison Essar Limited for a total cash consideration (before costs.8 billion. which is the owner of the remaining 33%." The simple yet powerful advertisement campaigns won it many admirers. Vodafone Group bought the mobile phone business of its partner Essar for $5. Another successful ad campaign in 2003 featured a pug named Cheeka following a boy around in unlikely places.46 billion. our network follows. and Essar Group. Ads featuring the pug were continued by Vodafone even after rebranding. The transaction closed on 8 May 2007. The brand subsequently introduced ZooZoos which gained even higher popularity than was created by the Pug. In April 2014. expenses and interests) of approximately $11.

CAGE Framework of India .