What is Service Company and How it is

Marketed?
Three Components to market Service Company

1. People

2. Physical Evidence

3. Process
 Establishment
The company was founded in 1982 as a joint venture .

the name was derived from the newly-found company's goal

of establishing both voice (VO) and data (DA) services over a
mobile telephone network.

Speechmark logo, suggesting conversation

In terms of customers, therefore, only China Mobile is larger.

 Vodafone Essar
Vodafone Essar, previously Hutchison Essar is a
cellular operator in India that covers 23 telecom
circles in India.
Despite the official name being Vodafone Essar,
its products are simply branded Vodafone.
It offers both prepaid and postpaid GSM
cellular phone coverage throughout India with
good presence in the metros.
 VODAFONE TAKEOVER

Takes over HTIL(Whampoa group

Vodafone(Briton) of Li-Ka Shing.
A Foreign company Hong Kong
A foreign company

67%
Essor group

Asim Ghosh-12%
Hutchison A.Singh and other companies
Essor (Minority)
Indian
Company
 Products
• Prepaid
• Postpaid
• I-Phone 3G
• Magic box Handset
• World Calling Cards
• Gulf Calling Cards
• Vodafone PCO
 Services

• Entertainment and Lifestyle

• Downloads
• Mail and Messaging
• Call Management Services
• M shop
• Alerts
• Social Networking
• 3G service
 Place:
• Vodafone UK operates over 300 of its own
stores.
• It also sells through independent retailers e.g.
Carphone Warehouse.
• Customers are able to see and handle products
they are considering buying.
• People are on hand to ensure customers’
needs are matched with the right product and
to explain the different options available.
 Price
• It offers various pricing structures to suit
different customer groups.

• Monthly price plans are available as well as

prepay options.

• Vodafone UK gives NECTAR reward points.

Promotion
• ABOVE THE LINE PROMOTION

• BELOW THE LINE PROMOTION

 STPD Analysis
Segmentation :
income
• Age
• Service usage
• Life of service
• Geographical condition
• Nature of customer
• Institutional
• Sole
 Targeting
.
• Home calling cards for the family of those
professionals who used to work abroad.

• Rs. 10 recharge for small users.

• Cheap SMS facilities for youth.

• Facilities for circle users

 Positioning :

• -”Where you go network follows you.”

• network & services

• Innovative distribution

• Customer service
 Differentiation

Viral Marketing/Buzz Marketing – Birth of

Zoo zoo
Value Add services

Market Differentiation SAP Technology

Development Differentiation

Cost Advantage
Continuous Improvement
 BRANDING
• Brand image

• Vodafone and Beckham

• ZooZoos

• Average revenue

• Recall
 PRODUCT LIFE CYCLE
• Introduction stage

• Growth stage

• Maturity stage

• Decline stage
 Market Strategy of
Vodafone
1.Product –led

2.Provide Value Added Services

OBJECTIVES

• obtain new customers

• keep the customers it already has

• introduce new technologies and services (eg text messaging, WAP)

• continue to develop the Vodafone brand.

Competitors in Market
 What factors, influence you to choose
Vodafone service?

Service; 20.00%
Customer care; 4.00%

Brand name; 10.00%

Network; 66.00%
Which payment scheme are you using?

Post-Paid; 24.00%

Pre-Paid; 76.00%
If the company stops giving offers/schemes, would
you switch to other service provider?

No; 20.00%

Yes; 80.00%
Do you use Vodafone handset?

i-Phone; 3.33% Blackberry; 3.33%

magic box service; 13.33%

No; 80.01%
The Vodafone customer care services are very
helpful.

disagree; 16.68% Strongly agree; 16.66%

neither agree nor disagree;

10.00%

agree; 56.66%
Have you ever felt that you have cheated or
dissatisfied by any of the following services?

Other; 3.34% Call drop ; 33.33%

Network congestion ; 30.00%

Value add; 33.33%

Would you like to change your service as per
the latest number portability system?

Yes; 33.00%

No; 67.00%
Rate the overall Vodafone service on scale.

Good ; 20.00%

Excellent; 36.67% Bad ; 3.33%

Very good ; 40.00%