2. 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.
3. Hutchison Essar
Established - 1994
an Essar group and Hutchison Whampoa
undertaking,
acquiring the cellular mobile licence for
Mumbai
has a nationwide market share of 16.4pc
the fourth-largest Indian operator.
'Most Respected Telecom Company„
'Best Mobile Service in the country'
'Most Creative and Most Effective Advertiser
4. 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.
5. Sashi and Ravi Ruia, the Indian brothers
behind the Essar conglomerate.
The Essar Group is a diversified business
corporation with a balanced portfolio of assets
in the manufacturing and services sectors of
Steel,
Energy,
Power,
Communications,
Shipping Ports & Logistics,
Projects.
Essar employs more than 50,000 people
across offices in Asia, Africa, Europe and the
Americas.
6. VODAFONE TAKEOVER
Vodafone(Briton)
A Foreign company
Takes over HTIL(Whampoa group
of Li-Ka Shing.
Hong Kong
A foreign company
Hutchison
Essor
Indian
Company
Essor group
Asim Ghosh-12%
A.Singh and other companies
(Minority)
67%
7. CEO s
Asim Ghosh
61, will retire after leading the company for
10 years. He will continue as a non-
executive member on the board of
Vodafone Essar, the company said. Ghosh
was managing director of Hutchison Max
Telecom Pvt. Ltd, an operating company
of Hutchison Telecommunications
International Ltd, since 1998.
Marten Pieters
was earlier chief executive of Celtel
International BV, a mobile-phone operator
in several African countries, and currently a
director on the board of Luxembourg-
based Millicom International Cellular SA.
8. Services
• Tunes & Downloads
• Entertainment
• Devotional
• Sports
• News & Updates
• Call Management Services
• Finance
• Travel
• Mail, messaging & more
• Dial in Services
• Bill Info
10. PEST Analysis : A Environmental
Scanning
Political :
• Governmental and legal issues affecting how
the company operates
» Regulation
»Infrastructure
»Banning of phone use in certain
circumstances
»Health issues
11. Economic :
Factors affecting the purchasing power of
the customers and the company‟s cost of
capital
» Cost of 3G license
» Cost of calls being driven down
» Worldwide recession
» Third world countriesSocial :
Demographic and cultural aspects of environment
which influence customer need and market size
• Health issues
• Demographic
• Social trends
14. Targeting
• Vodafone is adopting multi-segment
approach .they are offering a series of
differentiated products to their respective
markets.
• Home calling cards for the families of
those professional who use to work
abroad.
• Rs. 10 recharge for small user.
• Cheap SMS facility for youth
• Facilities for circle users.
15. Positioning :
• “where you go the network follows you “
• Hutch , as a brand, always tried to connect
with consumers in simple, honest and real
manner, while vodafone is more young
and fun brand. So consumer will see a
shift reflecting a more vibrant brand.
• The “pug” and actor Irfan Khan will be
retained for the brand position.
• They are talking about the exclusivity of
the network and the service they are
offering to the customer.
16. Market Strategy of Vodafone
• Our strategic objective is
- Innovate and deliver on customer’s total
communications needs.
• Vodafone too, needed to educate
consumers about cellular telephony:-
-Can I call std?
-Can I use my phone in a lift?
-what is airtime?
17. Commercial Strategy of Vodafone
• Rebranding
-Stores
-Mass media coverage
• Innovative distribution to reach the customer
-Exclusive shops
-Hub and spoke
-Associate distributions
• Customer service
-Shops and call centers
-Vans
-Help desks
18. 4 Ps
Product:
• A product with many different features provides
customers with opportunities to
– chat,
– play games,
– send and receive pictures,
– change ring tones,
– receive information about travel and sporting events,
– obtain billing information
– and soon view video clips and send video messages.
• Vodafone live! provides on-the-move information
services.
19. 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.
20. Price:
• Vodafone wants to make its services
accessible to as many people as possible:
from the young, through apprentices and
high powered business executives, to the
more mature users.
• It offers various pricing structures to suit
different customer groups.
• Monthly price plans are available as well as
prepay options. Phone users can top up
their phone on line.
• Vodafone UK gives NECTAR reward points
21. Prmotion
• Vodafone works with icons such as Zoozoos & Pug to communicate its brand
values.
Above the line
• Advertising on TV, on billboards, in magazines and in other media outlets
reaches large audiences and spreads the brand image and the message very
effectively. This is known as above the line promotion.
• Below the line
• Stores have special offers, promotions and point of sale posters to attract
those inside the stores to buy.
• Vodafone's stores, its products and its staff all project the brand image.
• Vodafone actively develops good public relations by sending press releases to
national newspapers and magazines to explain new products and ideas.
23. Competitive Analysis (Positioning
Strategy
• Vodafone has veered
towards warmth and
emotions.
• Vodafone used the
powerful visual imagery
of a dog.
• Airtel is focused on
functionally and
efficiency.
• Airtel choose to use
music, which is not nearly
as effective.
24. Competitive Analysis (Target
Audience)
• They are targeting
middle class person as
their target audience.
• It can be justified by
their product like
chota recharge.
•A group or class of persons
enjoying superior intellectual
or social or economic status
•Up market
professionals
25. Evaluation (SWOT Analysis)
Strengths
•Leading mobile company
in the UK.
•Globally renowned name
Weaknesses
•Takeover of O2 or T-
Mobile
•Diversification into new
areas
Opportunities
•Takeover of O2 or T-Mobile
•Diversification into new
areas
Threats
•Threat of legal action by
workers.
•Obvious threat from other
mobile tariffs e.g. Virgin
26. The Vodafone main principles:
• Vision for the future
• Interest in the customer
• Staff orientated
• Results driven
27. Interest in the customer:
• Vodafone customers have chosen to trust the group.
• In return, Vodafone must understand their needs and
delight them with the services provided.
• Vodafone values customers above everything else and
aspires to make their lives richer, more fulfilled and more
connected.
• Vodafone must always listen and respond to each of its
customers.
• Vodafone will deliver greater quality and more
value, faster than anyone else.
28. Staff orientated:
• Outstanding people working together make Vodafone
exceptionally successful.
• Vodafone seek to attract, develop, and reward
outstanding individuals.
• Vodafone staff enjoy what they do.
• Vodafone believe in the power of its teams.
Results driven:
• Vodafone is action-oriented and driven by a desire to be
the best.
• Vodafone is committed to be the best in all they do.
• Vodafone staff play their part in delivering results.
• Vodafone seek speed, flexibility and efficiency in all that
it does.
29. Marketing Research
Analysis Cont’d…
49%
30%
21%
Billing System
yes, I m satisfied.
no, not satisfied.
can't say
Cost satisfaction
57%33%
10%
yes, I m satisfied.
no, not satisfied.
can't say
Card preferred
Postpaid
Prepaid
30. Marketing Research
Analysis
Sales
Vodafone
Airtel
BSNL
Service provided by the customer care
92%
4% 4%
yes, I msatisfied.
no, not satisfied.
can't say
network connectivity
yes, I m satisfied.
no, not satisfied.
can't say
Quality provided by Service Provider
61%
39%
0% yes, I m
satisfied.
no, not satisfied.
can't say
31. Future Trends
• Convergence of technologies & the ability of
private players to offer it to the market faster
than the incumbent operator.
• “The telecom industry in 2012 will be very
different from the one we know today.
Developing strong partnership skills, focusing on
customer user groups, embracing Internet
services and starting to talk the language of Web
2.0 will enable the carriers to thrive well into the
future,"
