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•Previously brand was marketed as Hutch, the marketing brand was

officially changed to Vodafone on 20 September 2007.

•Vodafone under Hutch brand has been named the

- most respected telecom company
- best mobile service in country
- most creative & most effective advertising of the year

•It is among the top three GSM mobile operators of India.

• It is the second largest mobile phone operator in terms of revenue

behind Bharti airtel and third largest in terms of customers.

• Vodafone Essar now has operations in 16 circles covering 86% of
India’s mobile customer base, with over 34.1 million customers.
Mission & Vision

“To enrich our customer's lives through the unique power of mobile

Also its vision is to be the world’s mobile communication leader – enriching

customers’ lives, helping individuals, businesses and communities more
connected in a mobile world.

Passion for Customers

Our customers have chosen to trust us. In return, we must strive to anticipate
and understand their needs and delight them with our service.

We value our customers above everything else and aspire to make their lives
richer, more fulfilled and more connected.

We must always listen and respond to each of our customers.

We will strive to delight our customers, anticipating their needs and

Vodafone Essar Limited

Type Limited
Founded 1994 as Hutchison Essar
Headquarters Mumbai, Maharashtra, India
Industry Mobile telecommunications
Products Mobile networks,
Telecom services, Etc.
Owner(s) Vodafone Group (67%)
Essar Group (33%)
Employees 10,000 – March 31, 2009
Website Vodafone India

Key People Asim Ghosh,MD, Harit Nagpal

Business Description

It grows mainly during the year 1992-2005

1992: Hutchison Whampoa and Max Group established Hutchison Max

2000: Acquisition of Delhi operations Entered Calcutta and Gujarat

markets through ESSAR acquisition

2001: Won auction for licences to operate GSM services in Karnataka,

Andhra Pradesh and Chennai

2003: Acquired AirCel Digilink (ADIL — ESSAR Subsidiary) which operated

in Rajastan, Uttar Pradesh East and Haryana telecom circles and renamed
it under Hutch brand.
2004: Launched in three additional telecom circles of India namely
'Punjab', 'Uttar Pradesh West' and 'West Bengal‘

2005: Acquired BPL (Except Mumbai)- 3 Circles, another mobile service

provider in India
In 2008 it launched Apple i-phone 3G & in 2009 it launched recharge
Vodafone live

Vodafone Mobile Connect USB Modem

Vodafone Connect to Friends

Vodafone Passport

Vodafone Freedom Packs

Vodafone at Home

Vodafone 710 and Amobee Media Systems

Vodafone Business Handsets

C0mmunication Mixv

Though it has chosen many ways to advertise such as through Advertisemen

o Newspaper

o Internet

o Television
o Billboards
o Magazines

Basically you find its advertisement are humorous & emotional.

Vodafone works with icons such as David Beckham to communicate its brand

Vodafone's stores, its products and its staff all project the brand image.

It offers various pricing structures to suit different customer groups.


SWOT Analysis

rong international presence & brand recognition

ntrolling interest in strong growth markets (e.g. Egypt, Romania, South
ica, Turkey, India)
ll-defined cost reduction initiatives: managed purchasing, outsourcing
ve now established a clear route to delivering fixed broadband services
all relevant market
rategic alliances with Apple i-phone


certainty in revenue growth in the HSDPA network based on historically

w consumer market take-up of 3G data services
ow customer growth in DSL wholesale markets in UK and Italy;
ow subscriber growth in Spain arising from lower promotional activity Adverse imp
m exchange rate movements particularly in South Africa
e likely slippage of dividends in Verizon Wireless to 2010
SWOT contd
-Focus on cost reductions improving returns
-Majority stake in Hutchison Essar in India
-Research and development of new mobile technologies
-Focus on developing markets (Africa, Latin America)
-3G data services gaining momentum in business customers
-Successful partnerships with laptop manufacturers to include embedded Vodafone
SIMs to mobile devices allow opportunities for up selling of mobile
broadband services

-Highly competitive market
-Still lags behind major competitors in the US
-High mobile penetration in principal market leaves little room for growth
-Fierce competition in mature markets, specially with converge d Telco's
-As other company’s are offering triple-play and quad-play services; Vodafone
lacks a direct substitute for such services

one is the world's leading international mobile communications company.

one actively develops good public relations by sending press releases to national
apers and magazines to explain new products and ideas.

tising on TV, on billboards, in magazines and in other media outlets reaches

audiences and spreads the brand image and the message very effectively.

one Essar, under the Hutch brand, has been named the 'Most Respected Telecom
ny', the 'Best Mobile Service in the country' and the 'Most Creative and Most
tive Advertiser of the Year'.

one's logo is a true representation of that belief - The start of a new conversat
gger, a catalyst, a mark of true pioneering.