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Vodafone is the world¶s largest and India¶s second largest mobile telecom community Currently employing over 65000 people and has over 130 million customers, operating in 26 countries Previously known as Hutchison Essar cellular operator in India.
Offers both GSM prepaid and postpaid services along with 2G,3G services
y 1947: Nationalization of all foreign telecommunication companies to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. y 1975: Formation of DoT (Department of Telecommunication) responsible for telecom services in entire country until1985. Separated from PTT y 1985-86: Mahanagar Telephone Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and Mumbai. Videsh Sanchar Nigam Limited (VSNL) for international telecommunications y 1997: Government sets up Telecom Regulatory Authority of India (TRAI) which reduced the interference of Government in deciding tariffs and policy making. Opposition from DoT. y 1999-2000: New national telecom policy adopted. Cellular services are launched. DoT divided into two- one policy maker and the other service provider (DTS) which was later renamed as BSNL.
Vodafone Essar provides 2G services based on 900Mhz and 1800Mhz digital GSM technology, offering voice and data services in 16 of the country's. Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals, 15%. The whole company was valued at USD 18.8 billion.
Strengths: Complementary strengths of Vodafone & Hutch essar the brand name it has in the indian market . 2nd highest market share in India (source : Wikipedia) . It has a 2nd highest subscriber base in india . Its strong advertising strategies and impact on people . Its India's 3rd biggest mobile carrier (source: Business standard)
Ambiguous products, services High customer churn (33.33%) Rural India unable to relate to the brand Poor network coverage
Emerging markets and expansion in India Innovation Product and services expansion Growing data business and 3G auctioning VAS as a means to increase ARPU Growing Enterprise solution market (10.2% in 2009 anticipated) Large capital can be raised by listing Vodafone on Indian Stock Exchange(IPO) Tower sharing business with Indus Towers
Lower cost competitors or imports Price wars Falling ARPUs (Average Revenue per User ) from 247-222(September 2009 ) Hyper competition
Vodafone print advertising, the company had put up large no of hoardings and kiosks in and around country Vans with Vodafone logos in all the circles Concerts like the "Freedom concert" are being organised by Vodafone in order to promote sales. Print Ads, Word of mouth Official partner Of DLF IPL 2009 Sponsorship of ICC Cricket World Cup
Vodafone's strategy is product-led; the company is continually developing new products and services which utilize the latest technological advance. Vodafone has given birth to the Zoozoo: a special character created specifically to convey a value added service (VAS) offering in each of the newly released commercials. Vodafone has come with creative advertising campaign for its various plans. This strategy has captured the imagination of millions.
Mobile Number Portability
Product decisions are executed in 3ways 1. Branding 2. Quality 3. Features.
The prices are charged according with:Services Roaming rates Talk plans The pricing strategies are:Product line Competition Skimming Penetration.
Vodafone covers almost 75% of its operational area. It also sells through independent retailers. Customers are able to see and handle products they consider to buy. People are on hand to ensure customer s needs are matched with the right product to explain the different options available. It has both postpaid outlets and prepaid outlets.
Vodafone always works with icons such as David Beckham,lara bingle to communicate its brand values The new ambassador is Michael Clarke (Australian cricketer) and Irfan Khan( Actor) In 2009 zoo zoo came as the brand ambassador and created maximum brand presence Vodafone chose the Indian Premier League 2 (IPL-2) as a platform to launch their advertisement, which proved to be a great marketing strategy.
VODAFONE SLOGAN: ³ MAKE THE MOST OF NOW´
Promotion Using Air baloon
launches Solar Powered Phone
Free Zoozoo and Vodafone Umbrellas with every post paid connection
3G ready USB stick
People include: 1) HIGHER MANAGERS 2) MIDDLE MANAGERS 3) LOWER MANAGERS Others: - Technicians, dealers, and other employees People are important because: Providing a service, rather than selling a product. Quality of personal relationships between company and clients becomes vital. New staff needs thorough training and constant monitoring. Staffing costs is the highest cost Recruiting specialist staff is time consuming and expensive. Strategies and tactics for recruiting, training and safeguarding relationships.
In vodafone the process is done in 3 ways ie:NEW CONNECTION:- which includes Information Attraction of customers Promotions SUBSCRIPTION Application Documentation Verification Start service SATISFACTION customer care relationship VAS Correct bill
Vodafone shops Mobile Vodafone shops Vodafone teleshops: Prepaid outlets Vodafone privileges New red colour intended to refresh the image of Vodafone in the minds of the customers .
Recruitment and Selection
Vodafone aim to be recognised as an employer of choice. Vodafone strive to maintain high standards and good employee relations. Vodafone employment policies are developed to reflect local legal, cultural and employment requirements. We aim to be recognised as an employer of choice and therefore seek to maintain high standards and good employee relations wherever they operate.
Vodafone.com Employees by location
Regular reviews of peoples¶ performance and potential. Graduate recruitment programmes in almost all operating countries. Continued focus on increasing diversity and inclusion: ± 14% of senior leaders, two Executive Committee members and three operating company CEOs are female; and ± 26 nationalities are represented in senior leadership roles.
Vodafone Business Principles
Vodafone Code Of Conduct
3C S Analysis
CUSTOMER: General Customers V.E.S Customer Corporate customers
COST : 1re/3min std 1paise/sec 150 sms free per day 1paise per K.B
COMPETITION : Airtel Idea Reliance Aircel BSNL
Total revenue of £44.5 billion, up 8.4%, with improving trends in most markets through the year. Adjusted operating profit of £11.5 billion, a 2.5% decrease in a recessionary environment. Data revenue exceeded £4 billion for the first time and is now 10% of service revenue. £1 billion cost reduction programme delivered a year ahead of schedule; further £1 billion programme now underway. Final dividend per share of 5.65 pence, resulting in a total for the year of 8.31 pence, up 7%. Higher dividends supported by £7.2 billion of free cash flow, an increase of 26.5%.