“A Study of the Potential SUBSCRIBERS perception

towards VODAFONE”

• In 1991 Vodafone company made world's first international mobile roaming call,
and very recently introduced 'Vodafone Money Transfer' which allows
emerging market customers to send and receive money safely and easily using
their mobile phone.

• Hutch was often praised for its award-winning advertisements which all follow a
clean, minimalist look. A recurrent theme is that its message "Hi" stands out
visibly though it uses only white letters on red background. Another successful ad
campaign in 2003 featured a pug named Cheeka following a boy around in
unlikely places, with the tagline, "Wherever you go, our network follows." The
simple yet powerful advertisement campaigns won it many admirers.
Advertisements featuring the pug were continued by Vodafone even after
rebranding. The brand subsequently introduced ZooZoos which gained even
higher popularity than was created by the Pug.

❖ Vodafone purchases Essar's stake

In July 2011, Vodafone Group bought the mobile phone business of its partner Essar for
$5.46 billion. This meant Vodafone owns 74% of Essar. On 11 February 2007,
Vodafone agreed to acquire the controlling interest of 67% held by Li Ka
Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance
Communications, Hinduja Group, and Essar Group, which is the owner of the
remaining 33%. The whole company was valued at USD 18.8 billion. The transaction
closed on 8 May 2007. In April 2014, India based Piramal Group sold its 11%
Stake in Vodafone India to Prime Metals, an indirect subsidiary of s
 ➢ Objectives:
To advertise globally about the VODAFONE’s new 4G network which would
provide users with “HD-broadband”( http://ezinearticles.com/?The-
Difference-Between-3G-and-4G-Wireless&id=3688679) experience which is
10 times faster than the existing 3G service.(citation needed) thus
leveraging original Vodafone tagline “power to you”.

This would position VODAFONE as global leader in mobile carrier in terms

of speed and reliability.

• Target audience:
Positioning Vodafone as fastest network, focusing mainly on urban population.

Primary target audience: greater appeal for Vodafone’s core 18 to 39 age target , mainly
techno-savvy people who consume heavy data by streaming HD movies , online heavy
graphic multiuser games on mobile and laptop.

Secondary target: Business professionals who are mostly travelling and are in need of
real time video conferencing, Video phone calls/video chat sessions with their clients,
Doctors who are required to perform operations in the rural areas but are
geographically far located .

• Special Audience:
Small businesses across Europe are missing out on new business opportunities because
they are unable to respond to enquiries fast enough in a world where customers expect
around the clock service, according to new research from Vodafone. The new ultra fast
4G network would help the SME’s to respond more efficiently to thier customer thus
developing a competetive edge.

• Key Message:
Vodafone’s has been projecting the key thought ‘Power to you’ by its global campaigns.

Since the current technological shift is towards “High Definition” high definition video
and sound, it’s the need of the hour to have High definition network as well.

• Benefits:
Buffer less streaming of HD contents. Wider network coverage, broadband WIFI
tethering anywhere from the cell phone.

Cellular phones will have the capability to stream live videos , while laptops will be able
to download a full-length HD movies in less than five minutes. These are noteworthy
possibilities, making certain daily tasks less tedious, and keeping people entertained
whenever, wherever they might be, but represent the tip of the iceberg with regard to
4G.

• Tone:
As 4G network pertains to very high speed therefore , the tone of the message should
be aggressive and warm thus creating a sense of new transformation.

➢ Merger with Idea Cellular

On 20 March 2017, Idea Cellular and Vodafone India announced that their
respective boards had approved a merger of the two companies. The merger got
approval from Department of Telecommunications in July 2018. On August 30,
2018, National Company Law Tribunal gave the final nod to the Vodafone-Idea
merger [1] The merger was completed on 31 August 2018, and the newly merged entity
was named Vodafone Idea Limited. However, the merger did not include
Vodafone's 42% stake in Indus Towers Ltd. The merger created the largest telecom
company in India by subscribers and by revenue. Under the terms of the deal, the
Vodafone Group holds a 45.2% stake in the combined entity, the Aditya Birla Group
holds 26% and the remaining shares will be held by the public.

➢ Abstract over Rural consumers

Rural consumers form a formidable block of over one-fifth of the total
mobile phone user-base in India. In comparison to a tele-density of more
than thirty per cent in urban areas, it is less than ten per cent in the rural
areas, thereby indicating a huge scope for future growth. The study was
conducted with an objective to identify the factors influencing the selection
of mobile phone service provider among rural users. The study brought out
clearly that the major factors influencing the choice of service provider were
network coverage, price, value-for-money and billing integrity,
recommendations from family and friends, customer service and company
image. Network problem was observed to be the most important reason for
switching over to other mobile phone service provider.

❖ QUESTIONNAIRE- I

A Study of the Potential SUBSCRIBERS

perception towards VODAFONE
 ▪ PERSONAL INFORMATION

1. Name___________________________________________________

2. Address:________________________________________________

3. Mobile: Yes ( ) No ( )

if yes ,Service Provider Name _______________________________

Mobile no.________________________________________________

( If YES go to Q. No. 4 If NO go to Q. No. 5 )

4. Have you ever changed the mobile service provider Yes ( ) No ( )

If yes then the reason _________________________________________

5. Gender: Male ( ) Female ( )

6. Age Group

a) < 20 years ( ) b) 20-25 years ( ) c) 25-30 years ( )

 d) 30-35 years ( ) e) 35+ years ( )

7. Occupation

Student ( ) Salaried ( )

Business ( ) Others ___________________

▪ AWARENESS & USAGE

8. What brand comes to your mind when you hear “Mobile Service” sector

Cellone ( ) VODAFONE ( ) RIM ( )

Tata Indicom ( ) Airtel ( ) Spice ( )

Any other(s) _________________________________________________

9. Rank the mobile service providers in terms of their overall performance

Cellone ( ) VODAFONE ( ) RIM ( )

Tata Indicom ( ) Airtel ( ) Spice ( )

( Denote 1 for Highest and 6 for Lowest rank )

10. What type of service do you intend use? Pre-paid ( ) Postpaid ( )

11. Are you aware of the schemes /plans of VODAFONE

Yes ( ) Not very clear ( ) Not at all ( )

( If Yes go to Q. No. 12 otherwise END )

12 .Which mobile service you would prefer to go in for

Cellone ( ) VODAFONE ( ) RIM ( )

Tata Indicom ( ) Airtel ( ) Spice ( )

Any other(s)________________________________________________

Why______________________________________________________

( If VODAFONE go to Q.No. 13 otherwise go to Q. No 15 )

13. What is that aspect or parameter that made you choose VODAFONE

(Choose only one)

Value Added Services ( ) Network ( ) Tariff Plans( )

 Customer care ( ) others ( )

14. Why did you choose VODAFONE (You can choose more than one.)

Promotion ( ) Special discount ( ) Friend/Family’s influence (

) Good service quality ( )

Attractive service plan ( ) Locations of services station ( )

Other please specify:__________________________________

15. Would you recommend your VODAFONE service to a friend? Yes( ) No ( )

If ’NO’ why?___________________________________________________

16. How do you rate VODAFONE in terms of overall performance?

Excellent ( ) Good ( ) Fair ( ) Poor ( ) Very poor ( )

17. Any further suggestion for improvement to your service provider?

_________________________________________________________________________________
_________________________________________________________________________________
_______________
 ▪ USER SATISFACTION

18. To what extend are you satisfied with VODAFONE?

Particulars Excellent Good Fair Poor Very

Poor

Tariff

Network

Customer Care

Value Added Services

Availability of SIM and Recharge

cards

Roaming Services

19. Taking the above factors into consideration how do you rate VODAFONE ?

Excellent ( ) Good ( ) Fair ( ) Poor ( ) Very poor ( )

20. Would you recommend VODAFONE to a friend? Yes ( ) No ( )

If’NO’ why?_________________________________________

21. Any further suggestion for improvement to VODAFONE?

_________________________________________________________________________________
_________________________________________________________________________________
_______________

Customer Signature