Vodafone Idea

1. Direct Competitors-Jio, Airtel, BSNL, MTNL

etc
2. Different Problem-Weak Network, E-mail,
Declining customer count, Low Wi-fi Speed.

3.Different Customers-Pre-paid, Post-paid

4. Different Product Category-Local Broadband

Providers
 Company Overview
Vodafone Idea Limited,[11][12][13] d/b/a Vi (pronounced /wiː/)[14][15] is an Indian telecom
operator with its headquarters based in Mumbai, Maharashtra and Gandhinagar, 
Gujarat in India.Vodafone Idea is a pan-India integrated GSM operator offering 
2G, 3G and 4G, 4G+ and VoLTE.

Founded Number of
31st August employees12,47
It is an Indian multinational telecommunications services
company which operates in 22 countries 2018, India 9

VI has a market Mobile subscribers as

share of 28% of 30th September 2020
is 319.83 million

Shareholding
Pattern
Strengths
Promoters: 72.05% Weaknesses
The company has been
FII: 8.82% Company has a poor The company has
maintaining an effective
ROCE of -12.07% shown a poor profit
DII: 6.01% average operating
over the past 3 years growth of -541.39% for
margins of 33.42% in the
Public: 13.12% the past 3 years
last 5 years.
 Target Customer
Users can be of different age groups and any gender. For
example, corporates or organization in need of broadband,
mobile users who require internet and call connectivity etc

Customers primary goals are to get seamless connectivity

even in the rural parts of India. Fast internet service for
their various online consumption and research
requirements along with that added services such mobile
recharge apps

Daily activities differ from customer to customer, they can

be a student, employee, professor etc. Among their daily
activities they require telecom services to connect with
peoples with geographical distance, internet services for
various purposes like research, video conferencing,
personal entertainment, ZOOM etc
 Strategic Messaging
VI- , respecting the dictates of the current situation, ‘Vi’ will advertise
itself first on the multimedia platforms, like the TV and 
digital platforms. The company has plans to follow this up with a high
decibel marketing strategy to resonate with the values and aims of the
brand while building itself a substantial legacy.

With its marketing campaign “Sab try speed test challenge and airtel
open network, it positions itself as fastest internet service provider in
the country and a company who first priority is to provide seamless
service to its customers.
Value Proposition
An aspirational brand that is ready for the future. Its watchwords are
quality, service and value.
Vision
Create world class digital experiences to connect and inspire
every Indian to build a better tomorrow

From being a telco, we are trying to become a ‘techco’ in keeping pace

with the changing needs of enterprises,” Abhijit Kishore, director-
enterprise business at Vodafone Idea, told ET. “This is the space where
the partnership will come in handy.”
 Content Strategy

Vodafone-Idea is a brand that has been

known for some of the most feasible pre-
paid and post-paid palns

The merger has yet not come up with a

great marketing strategy since the merger
happened 2 years back only

Its ad campaigns has been shared and liked

by its customers, and they position it as a
brand that provide 3rd high speed internet
connectivity compared to its peers
 Product Offering and Pricing

Vodafone-Idea (VI)provides a wide variety of services in the field of

telecom. Such as Mobile Service(voice and data), prepaid, postpaid
service, value added service etc

It also has Telemedia services providing broadband services across 87

cities in India, Digital TV services and VI Business which provides variety
of Information and communication Technology services to other business,
government and carrier customers.

VI follows a competitive pricing strategy because of the huge competition

in telecom segment in India from competitors like Reliance Jio, Vodafone
etc. It provides flexibility to its customer to choose their plan according to
their preference and pay tariff according to chosen pack.

Its services support multiple environments (e.g., web, iOS, Android). Any
device with required functionality of wifi, IC chip, sim slot etc can avail its
services.
Product strength/weaknesses

The company has a high promoter

holding of 72.05% which acts as a
strength to the company

Changing Technology is increasing the

cost of new infrastructure. And also its
plans cost a little higher over its main
competitor Jio

Customers perceive it as India’s 3rd

fastest internet service provider with
good customer service and overall
connectivity.
 Channel
Vodafone-Idea organizes a strong
promotional campaigns for its
services utilizing all media channels
from TV, print, events, social media
etc.

Telephone systems,
broadband packages, net
packs etc are some keywords
used.

It also got a good presence on social media

like Facebook, Twitter etc. and organized
events like Airtel Delhi Half Marathon etc
under their community development
program and brand promotion.

Airtel has got a wide distribution

network which spans across 18
countries. Its intensive distribution
network enables it to cover the rural
area.
 Customer Experience and Customer
Success

Fast internet speeds and Among the top complaints by

Vodafone-Idea customers one is of
seamless connections are
services has been some of the features liked
irregularity in 4G data
internet, it is good at some
liked by its customers most by customers places and bad in some.

Vodafone-Idea’s Postpaid customers are

Vodafone-Idea is active on
among the most loyal ones.
estimated Net Promoter social media platforms and
Prepaid Customers prefer
Score(NPS) is good services at low cost
is a bit slow to respond to
33 which keeps them loyal. customer complaints.
 Vodafone-Idea vs Jio

Telecommunication India’s 3rd fastest Plan cost on a little higher side.

services network

Multinational
Telecommunication
Mobile and internet usersSeamless digital platform that bundles all its offerings under a s
Services Company

• High ARPU
Operates in 18 countries • More services per Competitive pricing strategy
customer
• Brilliant customer
experience