1. Enhancing the blackberry Sales of Vodafone ( Maharashtra and Goa ) CHAPTER 1
1.1 PROJECT TITLE
Enhancing Blackberry Sales In Vodafone ( Maharashtra And Goa )
1.2 OBJECTIVE
The study undertaken is aimed to achieve following objectives:-
A) To increase In shop Demonstrators
B) To visit Vodafone stores, outlets , blackberry outlets
C) Reaseach about buying behavior
D) Compitition Analysis
EXECUTIVE SUMMARY
1.1 INTRODUCTION
1.1.1 Vodafone Essar Ltd
Vodafone Essar is a one of the major player of mobile telecommunications in India.
Headquarter located in Mumbai Maharashtra, India. Vodafone Essar formerly known as
Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India
based in Mumbai. Vodafone Essar is owned by Vodafone 67% and Essar Group 33%.
On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held
by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, piping 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.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 Essar provides 2.75G services based on 900 MHz and 1800 MHz digital
GSM technology, offering voice and data services in 23 of the country's 23 license
areas. It is among the top three GSM mobile operators of India. It has also started 3G
services in selected cities of India.
Low cost cell phones have been launched in the Indian market under the Vodafone
brand. The company also plans to launch co-branded handsets sourced from global
vendors as well. China's ZTE, which is looking to set-up a manufacturing unit in the
country, is expected to provide several Vodafone handsets in India. Earlier this year,
Vodafone penned a global low-cost handset procurement deal with ZTE.
Brand Communication and Study of Special Loyalty Program of Vodafone vis-a-vis other telecom operators.
Vodafone Essar Corporation Ltd Page 5 of 45
1.1.2 Vodafone Group plc.
Vodafone Group plc. is a British multinational mobile network operator headquartered
in Newbury, England. Vodafone is the world's largest mobile telecommunication network
company. It currently has operations in 31 countries and partner networks in a further
40 countries. Based on subscribers, it is the world's second largest mobile phone
operator behind China Mobile.
The name Vodafone comes from voice data fone, chosen by the company to "reflect
the provision of voice and data services over mobile phones".
Vodafone owns 45% of Verizon Wireless, the largest wireless telecommunications
network in the United States, based on number of subscribers.Vodafone is managed by

2. Sir Nick Read (Chairman Africa , middle east ,asia pacific region), Vittorio Colao (CEO),
John Buchanan (Deputy Chairman) and Andy Halford (CFO)
A map showing Vodafone Global Enterprise‘ footprint
In Red-Vodafone Operating Countries
In Blue-Vodafone's partners and affiliates
Fig 2: Map showing Vodafone Enterprise footprint
Enhancing blackbeddrry sales in Vodafone ( Maharashtra and Goa) vis-a-vis other telecom operators.
2.1.3 Essar Group
The Essar Group is a multinational conglomerate corporation in the sectors of Steel,
Energy, Power, Communications, Engineering Procurement, Shipping Ports & Logistics
as well as Construction. Headquartered located at Essar House, 11 Keshavrao Khadye
Marg, Mahalaxmi, Mumbai, India.Essar began as a construction company in 1969 and
diversified into manufacturing, services and retail. Essar is managed by Shashi Ruia,
Chairman – Essar Group. Ravi Ruia, Vice Chairman – Essar Group and Prashant Ruia,
Anshuman Ruia, Smiti Kanodia and Rewant Ruia Directors.
Essar Communication Holdings Ltd is also venturing into emerging markets in Africa
and South Asia. In Kenya, Essar Communications has launched a new cellular services
brand called ―yu‖, becoming the country‘s fourth telecom operator.
Brand Communication and Study of Special Loyalty Program of Vodafone vis-a-vis other telecom operators.
Vodafone Essar Corporation Ltd Page 7 of 45
CHAPTER 3
2.1 PRODUCT PROFILE
VAS Products Worldwide
1) Caller ring back tone

3. 2) Group Messaging
3) Missed Call alert
4) Music on Demand
5) Short message service center
6) SMS chat and Voice Chat
VAS products in INDIA
SMS based with bollywood and cricket the largest content.VAS market has the potential
to generate over Rs 50000 crore
India is 2nd largest mobile Handset market in the world after china.
VAS market in india estimated 11700cr is poised to reach Rs 48000 by 2013
4.4 Sampling Plan
100 Retailers of M&G Circle
60 Retailers of Pune Zone
40 Retailers of Vasai(city), Vasai Zone
12 Retailers of Nalasopara, Vasai Zone
A sample of 100 retailers across M&G Circle were taken into consideration for Market
Research.
a) 60 Retailers of Pune Zone
b) 40 Retailers of Vasai City
c) 12 Retailers of Nalasopara
4.5 Field Visit & Survey
(Duration: 10th April 2012 to 30th May 2011)
After finalizing with Blackberry ISDs was decided that a planned field visits will be made
across the various zones of Vodafone (Maharashtra & Goa Circle). A day before the
field visit was to be undertaken project guide explained about the intricacies &
regulation that needs to be followed while interacting with ISD. . Planning was done on
the basis of feasibility & proximity of the region. Zones which are present in each other‘s
vicinity were grouped together & were targeted thereafter. While getting the feedbacks
attempts were made to know about other difficulties of the ISD which they face while
accessing our services. Special emphasis was put on branding of Vodafone at
blackberry outlets. During this tenure an insight into the customer-competitor
synchronization was also taken.
Total BB Total bb Total Vodafone Total Airtel Total idea
handset sale activation p/m
2165 750 345 250 155

4. CHAPTER 5
5.1 DATA ANALYSIS
(Duration: 12th May 2012 to 26th May 2012)
Survey of ISD gave us a wide variety of responses to the specific issues. Responses
varied from region to region & it became essential to churn a final output of all the
available data. Analysis part started with data entries that were gathered through survey
& Questionnaire. A numerical prompted approach was taken to do the above discussed
activity so as to make the final analysis more objective than subjective. Along with the
close ended question a special attention was also paid to open ended question. . Open
ended question were not included in final statistical analysis as such but were referred
all the time when final conclusions was being formulated. If it was close enough to an
objective response than it was recorded as such or in other case was discarded
completely. As we moved ahead with the data entry & analysis part we were able to
come up with some concrete result even before the final conclusion could be
inked.These findings were promptly recorded for the final course of action. An overview
of what is there in store was taken by the help of these steps & rectifying measures
were taken accordingly. Extra care was taken while getting the final feedback from
subscribers & cross verification was done once the whole sorted & categorized data
was ready.This paved a way for much more analytical & comprehensive subsequent
stages.
Enhancing Blackberry Sales in Vodafone (Maharashtra and Goa ) Loyalty Program of Vodafone vis-a-vis other
telecom operators. Vodafone Essar Corporation Ltd Page
5.3 General Findings
Most of the ISDs are completely aware of scheme.
Vodafone –ISDs have has created good images of itself in the mind of retailers.
Party at the end of program really attracts retailers.
ISD need a service of constant SMS alerts on plans and schemes.
ISD need a permanent material which could be of their use also for internal
branding of their respective shop.
Blackberry Plans are displayed on Vodafone flanges, shelf strip,dangles, signage
and other different promotional tools at retailer outlets has increased the visibility of
Vodafone at retail outlets
SWOT Analysis of Blackberry ISDs
SWOT analysis is a method for analysing a business, its resources, and its
environment.
SWOT is commonly used as part of strategic planning and looks at:
Internal strengths
Internal weaknesses
Opportunities in the external environment
Threats in the external environment

5. SWOT can help management in a business discover:
What the business does better than the competition
What competitors do better than the business
Whether the business is making the most of the opportunities available
How a business should respond to changes in its external environment
Recommendation
Vodafone must give more and more schemes to ISD. Eg:IPL tickets where
distributed to ISDs for the highest saling Vodafone blackberry plans.
Internet Services for ISDs.
Vodafone must fragment ISDs on their past performance so that they self
motivate to activate more Vodafone plans at their best and become one of the best
performing ISD in that particular area
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CHAPTER 7
Conclusion
The objective stated in the beginning is achieved at the end of the project.
1)To increase in shop demonstrators. understand the requirements and needs of
ISDs of Vodafone Essar Cellular Limited has been done successfully.
2) To visit vodafone stores,blackberry outlets and enterprises and retail outlets.
3) Research about the buying behavior
4) Compitition mapping
Enhancing the blackbeery and DataCard sales in Vodafone ( Maharashtra and Goa )
ANNEXURE
A1. Questionnaire
Questionnaire
A) Area
1) Name
2) Shop Name
3) Vodafone Activation.
4) Name of ISD
a) Frequency of Visit Everyday Once in 2 Days Once in 3 Twice a Day
Days
B) Easiest way by which isd Phone SMS Alerts Leaflets/ Vodafone
could be informed about Call A4 Representative
upcoming offer, IPL,blackberry Sheeters
plans, Products and new
discounts by Vodafone
C) Scheme Communication

6. 1) On Time? Yes No
2) Understanding of blackberry plans Yes No
3) How you were informed about the event?
D) For any information on Internet SalesExc SMS BB group
blackberry plans mostly
interaction happens with ?
E) How often you use service of <5 5-10 times/day 10-20 >20 times/day
121 or 123? times/day times/day
F) Most effective branding Flanges Posters Vodafone Danglers Vodafone Rate
element? shelf strip Chart
G) Do you get Try and buy service in your Yes No
blackberry handset ?
Enhancing the sale of blackberry in Vodafone ( Maharashtra and Goa )
H) How many blackberry Vodafone activation you did?
1) Last Month
2) This month
I) Who are the market leader in blackberry Idea Airtel Uninor Tata Vodafone
plan? Docomo
J) Do you know about the scheme of IPL ( 2012 )? If Yes then how are you informed about it?
K) Any Activation issues from Vodafone ? Yes No
L) When was the last time you received you pay ? how much?
M) Which are the most saling plans of Vodafone in Try and buy BIS 399
Prepaid ?
N) Which are the most saling plans of BIS BIS599 BIS2999 BIS4999
Vodafone in postpaid ? 299
O) BIS 299 or BIS 599? Which one is more preferred BIS 299 BIS 599
by customers?
DATA CARD AND DONGAL
2.2 OBJECTIVE
The study undertaken is aimed to achieve following objectives:-
A) To Study the USB Market
B) To Gain Dataship in Dongal Market
C) Reaseach about buying behavior
D) Compitition Analysis

7. EXECUTIVE SUMMARY
INTRODUCTION
Vodafone Product in Market
1) 2G netcruise
2) 3G
Vodafone will be selling CDMA Dongles from MTS under its Brand called Netcruise
Tariff will be different from what MTS itself will be selling the network and billing the
network and billing will be done by MTS
3G stands for third generation wireless. It is based on an International
Telecommunication Union (ITU) initiative for a single global wireless standard called
International Mobile Telecommunications-2000 (IMT-2000).
It enhances the service experience such as multimedia, high speed mobile broadband,
internet access with the ability to view video footage on your mobile handset. With a 3G
phone and access to the Vodafone 3G network you can make video calls, watch live
TV, access the high speed internet, receive emails and download music tracks, as well
as the usual voice call and messaging services found on a mobile phone, like person to
person video, live streaming, downloadable video of entertainment, news, current affairs
and sport content and video messaging
High Speed Packet Access (HSPA) is a amalgamation of two new generation
mobile telephony protocols: - High Speed Downlink Packet Access (HSDPA) and
High Speed Uplink Packet Access (HSUPA). The term HSPA is commonly used
to refer to UMTS based Vodafone 3G networks that support both HSDPA and
HSUPA data for improved download and upload speeds. It can support speeds
upto 21 Mbps & also reduces latency, Handsets, USB dongle & data cards are
available with HSPA technology support
WCDMA is a 3G technology that supports only low 3G speeds, a max of 384
Kpbs in a good coverage area, WCDMA devices provide a poor experience on
the speeds as compared to what 3G can actually deliver with HSPA devices.
We recommend that a user upgrades his phone to a HSPA technology phone to
ensure he enjoys the 3G services with high speed & best experience
Benefits of 3G
1) Multimedia streaming and downloading
2) High speed mobile broadbrand
3) Video Calling
4) Live TV
5) Download of large email attachments very fast
6) Vide call conference
2G VS 3G
- Real time face to face video calling
- Live Tv on mobile
- HD Gaming
- Faster internet Speed

8. - Real time streaming of music and videos
From last few months, as Vodafone is preparing grounds by launching various media
activity giving information about its 3G offerings and also offers Free Trial of Video
Calling & 3G Mobile broadband – Data Service to its customers in 3G circles.
Vodafone Essar today officially introduced much awaited Tariff Plans for its 3G Mobile
and Data Services.
For convenience of prospective 3G Mobile and High Speed Data service users, there is
no changes for Voice and SMS tariff and it will be charged as Vodafone’s 2G GSM
Plan. The customer can clubbed any Mobile Internet Packs (Mobile Data Plans) or 3G
Combo Plans starts from Rs. 102 as their needs and suitability. The 3G Video Call cost
will be Rs.3/minute.
Marketing Research
Market Research is an important managerial tool that forms the basis of the marketing strategy and
campaign .
Number of Promoter 25
Visited 15
Activation 200
Netcruise 40
3G 160
Vodafone Dongle Plan for 3G
Prepaid Vodafone Plan
Speed 7.1
Price 1500
Benefits 4GB
3G/ 2G 3G
Validity 30days
Salary 8000

9. 1ST RECHARGE 109
Benefits 1GB
COMPETITION MAPPING OF DONGAL MARKET IN MAHARAHSTRA
AND GOA
Model Tataphoton Tataphoton Airtel Idea MTS
3G Plus Netsetter
Speed 7.2 7.2 7.2 7.2 7.2
Price 1500 1200 1899 1799 999
Benefits 10GB 3GB 3GB 10GB
2G/3G 3GB broadbrand 3GB 3GB Broadbrand
Validity 4months 30days 30days 30days 30days
FRC 500 300 91 110 198
Benefits 650MB 3GB plus Na 2GB 2GB
additional 3GB
free

11. Brand Communication and Study of Special Loyalty Program of Vodafone vis-a-vis other telecom operators.
Vodafone Essar Corporation Ltd Page 43 of 45
A2. REFERENCES
1. Product brochures, Leaflets and other advertisement materials.
2. Websites – www.dot.gov.in/osp/Brochure/Brochure.htm
www.vodafone.in
www.essar.com
www.trai.org
www.telecomwatch.in
www.telecomupdate.net
3. Books – C.R Kothari; ―Research Methodology‖ Pg: 14 – 21, 100 – 105.
Statistics by SP Gupta Pg: 881 – 951
The Marketing Whitebook (2010-2011)
Kapferer, J.N. (1992), Strategic brand management: new approaches to creating and
evaluating brand equity. Kogan Page, London, U.K
Kapferer, J.N. (2004), The new strategic brand management (creating and sustaining
brand equity long term) (3rd ed.). Kogan Page, London, U.K