Iipm project

INDIAN INSTITUTE OF PLANNING AND MANAGEMENT
BHUBANESWAR

A SUMMER PROJECT REPORT ON
“MARKET SURVEY OF DATA CARD” IN VODAFONE ESSAR
SPACETEL LIMITED,BBSR.

GUIDED BY: SUBMITTED BY:

MR. RAVIKAR CHAUDHARY. KRISHNA CHANDRA MISHRA
Distribution Head MBA-2ND SEM
Vodafone Essar Spacetel Limited, BBSR

TABLE OF CONTENTS.

CHAPTER NO. TITLE PAGE NO.

Declaration from student

Acknowledgement

Certificate from guide

Executive summery 1

Chapter 1 Introduction 3

1. Introduction of the study. 4

2.Objectieve of the study. 5

3.Need & Scope of the study. 6

4.Methodology of the study. 7

5.Limitation.of the study. 9

Chapter 2 Company profile 11

Chapter 3 Literature Review 17

Chapter 4 Data processing & analysis. 37

Data collection 38

Market Analysis On Vodafone Data Card 40

Data analysis on the basis of questionnaire. 41

SWOT Analysis of Vodafone Data Card. 42

Chapter 5 Findings 44

Chapter 6 Recommendations. 48

Conclusion. 49

Chapter 7 Questionnaires. 50

Chapter 8 Bibliography. 55

DECLERATION

I Krishna Chandra Mishra hereby declare that this project is an original piece of
research work carried out by me under the guidance and supervision of Mr Ravikar
Chaudhary. The information has been collected from genuine and authentic source. This
work has been submitted to partial fulfillment for the course of MBA taken up in IIPM,
Bhubaneswar.

Date- Name: Krishna Chandra Mishra

COMPANY CERTIFICATE

This is certify that Krishna Chandra Mishra student of
“INDIAN INSTITUTE OF PLANNING AND MANAGEMENT”, Bhubaneswar has
completed his project in VODAFONE on “MARKET SURVEY OF DATA CARD”
and has submitted the project report for partial fulfillment of MBA of the college for
the academic year 2010-12.

He has worked under my guidance and direction. The said report is based on
bonafide information.

Mr Ravikar Chaudhary
Distribution Head
Vodafone Essar Spacetel Limited,
Bhubaneswar

ACKNOLEDGEMENT
It gives me great pleasure and satisfaction for the successful completion
of this project. Every successful piece of work has many invisible helping hands
with their invaluable support and inspiration. For the completion of the project
report many person directly and indirectly assisted me.

At first I would like to express my sincere thanks and deep gratitude to
my esteemed guide Mr Ravikar Chaudhary for their initiative guidance and
valuable suggestion.

EXECUTIVE SUMMERY

It is well known to all that the Indian telecom industry has been
regularly beating target i.e It has been grown like very complexly, dynamically as well
as competitively. Because in the modern world every business is growth &
prospective oriented. And Now-a days one of the major issue in Indian Telecom
Industry is “how to expand their own business through the latest technologies like
wireless Data Card” to meet the various requirement for various purpose of people.
That’s why growth of data card especially happens when business, travelers
,academician and other professional needs to access email and other corporate
applications during urgent trips and travels.

INTRODUCTION TO VODAFONE ESSAR SPACETEL LIMITED:

Vodafone Essar is a member of the Vodafone Group and commended
operations in 1994.Vodafone Essar was awarded “Most Respected Company” in the
Telecom sector for 2010 & the “Most Trusted Service Brand” in India for 2010, by a
leading financial daily. Since inception Vodafone was showing strong customer
growth in all areas in the telecom Industry. But now problem faced by Vodafone in
internet data card market. And its Customer often feel that service provider do not
deliver what they promised. This is only cause for some problem may be in Vodafone
Data Card Service or some problem in customer perception or may be other causes.
How ever to find out what’s real fact I have taken my Project on the topic :
“Market survey of Vodafone Data Card”.

Project Title: “MARKET SURVEY OF VODAFONE DATA CARD”

1

Project Time Period:

For the core depth analysis of “Market survey of Vodafone Data Card” I was
conducted my studies from 23rd-May-2011 to 23rd-August-2011In my these days
Research studies I got to understand the reason for the failure of Vodafone Data
Card’s Promotion , and for this result I had prepared the SWOT analysis of Vodafone
Data Card.

OBJECTIVE OF THE RESEARCH:

• Primary Objectives:

 My primary objective of my research is to conduct the market survey of

Vodafone data card.

 To identify & analyze the customer satisfaction of Vodafone Data Card.

 To convenience different retailers to sale Vodafone Data Card.

 To deeply identify the cause behind the failure or lack of promotion Vodafone

Data Card among its different competitors in the Telecom Market Sector.

• Secondary Objectives:

 To successfully expand the Data Card’s business of “Vodafone Essar Spacetel

Limited, BBSR” among its other competitor data card’s in the Telecom
Market.

2

CHAPTER-1: INTRODUCTION.

• BACKGROUND OF THE STUDY.
• OBJECTIEVE OF THE STUDY.
• NEED OF THE STUDY.
• METHODOLOGY OF THE STUDY.
• LIMITATION.

3

INTRODUCTION OF THE STUDY

As per the Modern Marketing Management Scenario every Business Want
its auspicious growth & prospective. Likewise in this Modern society Indian Telecom
Industries face lots of challenges among its number of competitors in every phase with some
latest technology just like Wireless Data Card.& it is a major issue in each telecom industry
in India even if this competition can’t leave the World 4th largest Telecom Sector
VODAFONE. Because growth of data card especially happens when business, travelers
,academician and other professional needs to access email and other corporate applications
during urgent trips and travels.

As we are all well aware of that now-a-days the telecom industry has been
recognized world over as an important tool for socio economic development media for each
& every nation. On the other hand Internet service is act as one of the prime support of
services needed for the rapid growth of various sector of economy in the modern society & it
has become especially more important in recent year because of enormous growth of
information technology and for the smooth operation of the every business corporate goal.
Today An Internet Service is an essential aspect of every field like Entertainment, Education,
Hospital, Science & technology etc. So, every people probably mass youth age group people
want to use internet in their daily life.

There are various ways for internet service accessing but today it becomes
more & more easier than previously through data card. And its result to create lots of
competitor in Data Card / internet operator in telecom sector. On the other hand there is a big
question mark in internet users mind to use which data card operator. However everyone
knows very well that Vodafone is a world famous cellular service in telecom industry, but
people even some its customer might not listen / use its Data Card facility. That’s why I have
take a challenge on my project topic “ Market Survey on Vodafone data card.” For the
basic purpose to Analyze the Market Performance of Vodafone Data Card as well as to
enhance the Promotion of Vodafone Data Card.

4

OBJECTIVE OF THE STUDY

Every organization has to achieve its organization goals. For this it is very
essential for an organization to know about it consumer and its competitive product. This
survey may be also aimed as to estimates potential buyer for the product. The objective of the
study is under.

 TO identify the marketing performance as well as the marketing strategies of

Vodafone Data Card among its various competitor in the Telecom Market of
Orissa.

 To identify the weakness of this data card and provide value addition to the

company.

 To Educating retailer about Vodafone data card & find out the reason behind lack

of promotion of Vodafone Data card .

 To find our target customer for it as well as analyze the cause why customer
preferring other data card instead of Vodafone.

 To know about customers various need for the purpose of Internet Service.

 To compare various parameter of marketing strategy, manufacturing process,
advertising, export and so on.

 To study consumer buying behavior, and factors which influences consumers
buying processes for the Vodafone internet Data Card.

5

NEED OF THE STUDY

Here the need of the study reveals that.

1. To identify what type of marketing practices & strategies that the “Vodafone Essar
Spacetel Limited” follows for achieving its business goal via the Data Card’s
business among its all market competitors .& To know how they provide their
service to various its customers in the telecom market field.

2. To know the difference between the Vodafone Data Card’s facility & all its
competitors Data Card’s facility as well as to identifying their various customers
needs.

3. To enhance the successful performance of Vodafone’s Data Card’s in the all other
telecom Data Card’s. & overly try to develop of the organization’s own need as well
as its different customer need.

SCOPE OF THE STUDY.

Here the scope of my study is focuses on existing marketing condition of Vodafone
Data Card’s business. & here my studies entire view were taken on the primary data
collection from different retailers of telecom sector on the basis of questionnaires and
my studies secondary data was taken from marketing books , internet sources like
company website, company’s past record. However I was done my entire studies on
different retailers shop’s in Bhubaneswar as well as nearer to Bhubaneswar location.

6

METHODOLOGY OF THE STUDY

• Research Methodology:

To define any research problem & give a suitable Solution for any
research, a sound research plan is inevitable. Research Methodology underlines the
various steps involved by the researcher in systematically solving the problem with
the Objective of determining various facts.

• Research Design:
A research work will be successful ,only with a sound design .The Research Design
for the purpose of the study is analytical in nature. The major purpose of analytical
research includes survey & in-depth analysis of variables. The research plan calls for
gathering primary & secondary data. The sampling method adopted for the present
study is simple random sampling.

• Methods of Data Collection.
In this project my research is fully depend on the collection of data are of two types

• Primary Data Collection.
• Secondary Data Collection.
.
1. Primary Data Collection.
In My Research the primary data collection was mainly done through the
questionnaires to Retailer, & questionnaires to customer. I meet the respondents
personally & request to answer my questions for the requirement of my study.
2. Secondary Data Collection
I collect my secondary data from different sources i.e from Philip Kotler’s
Marketing Management Book, Company annual report.

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 Research Instrument:
The instruments adopted for the primary data collection is through
“Questionnaires”. Through the questionnaire the feedback of the employee are taken.

 Sampling plan

Sampling plan includes sampling unit used in the survey. It also includes the
sampling size & the sampling procedure used for the survey.

 Sampling unit
Retailer shops in Bhubaneswar as well as nearer to Bhubaneswar.

 Sampling Size
The sample was selected based upon simple random sampling. For the purpose
of my study I had take numbers of sample.

 Contact Method
The method used to contact the respondent was direct interview. The
researcher selected direct contact method because there is no scope of contacting the
employee through telephone or direct mail. By telephone interview the respondents
characteristics & environment can’t be observe the response rate for mail survey is
low .Hence the resulting sample will not be representative one .

 Analysis of Data
Data’s are analyzed only the basis of questionnaires during the Market
Research period of Vodafone.

 Presentation of data
Percentage method,tables & charts are used to present the analyzed data.

8

LIMITATION OF THE STUDY

 Here my study is limited to Bhubaneswar & nearer to Bhubaneswar only except
other locations of Orissa.

 Respondents are busy in nature in their own Business for this few retailers as well
as people were not cooperate to me to answer my questionnaires.

 Some Respondents were totally don’t know about Vodafone Data Card.

 Research was conducted in urban area, the result might differ when it include of
semi-urban and rural area.

 Incomplete data from retailer.

 Limited sample size may fail the inductive generalization.

 People were hesitant to disclose the true fact of their thoughts about Data Card.

 Maximum retailers are unknown about Vodafone data card.

 Inability of retailer to answer few questions which caused difficulty in proper data
analysis.

 The project was taken as a part of my summer training, as the time was limited so
the survey was confined to few store only.

 Retailer were always keeps busy in their business.

 Most of the retailer as well as people are unaware of the Vodafone Data Card.

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CHAPTER-2

COMPANY PROFILE

10
COMPANY PROFILE OF VODAFONE

TYPE Public limited company
INDUSTRY Telecommunication
FOUNDED 1984
HEAD QUARTERS LONDON, UNITED KINGDOM
AREA SERVED Worldwide
KEY PEOPLE CHAIRMAN : SIR JOHN BOND
CEO:VITTORIO COLAO
PRODUCTS Fixed line and Mobile Telephony,
Internet service and Digital Television
REVENUE £45.88 BN (2011)
EMPLOYEES 83,682(March- 2011)
WEBSITE www.vodafone.com

COMPANY PROFILE OF VODAFONE ESSAR LIMITED:

Type Limited
Industry Mobile Telecommunications
Predecessor Hutchison Essar
Founded 1994
Headquarters Mumbai, Maharashtra, India.
Products Mobile Network, Telecom services, Internet Service etc.
Owner(s) Vodafone Group
Website www.vodafone.in / www.vodafone.com

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Vodafone Essar is a member of the Vodafone Group and commended
operations in 1994. When its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. The company now has operations across the country with over
134.57million customers. In a survey conducted by India’s leading business weekly,
Vodafone Essar was awarded “Most Respected Company” in the Telecom sector for

2010 & the “Most Trusted Service Brand” in India for 2010, by a leading financial
daily.

Vodafone is one of the World’s largest mobile communications companies by revenue
with approximately 358 million customers in its controlled & jointly controlled
markets as at 31st December 2010. Vodafone currently has equity interests in over 30
countries across five continents and more than 40 partner network worldwide.

The Essar Group is diversified business corporation with a
balanced portfolio of assets in the manufacturing and service sector of Steel, Energy,
Power, Communications, Shipping Ports & Logistics, and Projects. Essar employs
more than 50,000 people across office in Asia, Africa , Europe and the Americas.
VISION AND MISSION OF VODAFONE
To enrich our customer's lives through the unique power of mobile communication.

PASSION FOR CUSTOMER

Our customers have chosen to trust us. In return, we must strive to anticipate and
understand their needs and delight them with our service. We value our customers
above everything else and aspire to make their lives richer, more fulfilled and more
connected.
We must always listen and respond to each of our customers. We will strive to delight
our customers, anticipating their needs and delivering.
PASSION FOR OUR PEOPLE

Outstanding people working together make Vodafone exceptionally successful. We
seek to attract, develop, reward and retain outstanding individuals. We believe in
empowerments and personal accountability. We enjoy what we do. We believe in the
power of our teams. 12

PASSION FOR RESULT:

We are action-oriented and driven by a desire to be the best.

We are committed to be the best in all we do.

We all play our part in delivering results.

We seek speed, flexibility and efficiency in all we do.

PASSION FOR THE WORLD AROUND US:

We will help people of the world to have fuller lives both through the services we
provide and through the impact we have on the world around us.

We recognize the responsibilities that accompany the growth we have achieved.

We will be a force for good in the world.

A spirit of partnership and mutual respect is critical in all our activities.

AN OVERVIEW OF VODAFONE GROUP LIMITED:

Company Perspectives:

We aim to the world’s leading wireless Telecommunications & information providers
bring more customers more services & more values then any other of its competitors.

Key Dates:

1985:Racal electronics & Millicom launch venture to develop a cellular telephone
network.

1991:Vodafone Group Ltd. Is floated as an independent company.

1997: The six cellular subsidiaries are recognized under the Vodafone brand.

1999:Voda merges with AirTouch,a large cellular operator on the U.S. West Coast.

2000:Mannesmann AG is acquired in the world’s largest merger to date.

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 COMPANY HISTORY:

Since its landmark merger with Mannesmann AG, Vodafone Group PLC has become
the first truly global wireless phone company. The largest company in Great Britain,
where it pioneered cellular service, it has poised itself to become the largest in the
world with in a few years. Vodafone has 59 million subscribers around the world &
has been focusing its future on bringing the internet to consumers in Europe & beyond
via wireless --not land-based—networks.

Origins:

Vodafone was the brainchild of Racal Electronics Ltd., a modestly prosperous U.K
electronics firm, and Millicon, a U.S communications company. Developed as a joint
venture during the early 1980’s Vodafone was granted a license to develop a cellular
network in the United Kingdom and was introduced under the auspices of Racal in
January 1985. The new subsidiaries success was stunning. The corporate sector was
quick to appreciate the advantages of mobile telecommunications ,and individuals
were equally quick to spot the status symbol potential of the new technology; fueled
by business need and Yuppie culture ,the demand for mobile phones skyrocketed.

By 1988 Racal Telecommunications Group Ltd., as Vodafone and the related
subsidiaries were officially known, was by far of the most successful player on the
Racal Electronics team. But however, three years later Racal Electronics
reconsidered, and Racal Telecom was separated from its parent company in 1991,at
which time the name was changed to Vodafone Group Ltd.
A digital system that allowed international calls between participating
countries was introduced in the early 1990s. Called the Global System for Mobile
Communications (GSM), it was first used by Vodafone.

14

In 1994 the company acquired a ten percent stake in Global Star, an
international consortium formed to develop a satellite-based network that would allow

mobile telecommunications to operate everywhere in the world (except the polar ice
caps) by 1998.

As of 1994, Vodafone operated one of the world’s largest cellular
networks, with over one million subscribers. This, combined with the companies
increasingly high international profile, made it a safe bet that Vodafone would
continue. As primarily Vodafone had equity positions in a number of other Europe
and Asian cellular companies. And it is proved that It play a prominent role in the
expanding mobile telecommunications industry .

Chris Gent, who had sat on Vodafone’s broad for a dozen years, was
appointed CEO in January 1997. He had never attended college but won a reputation
as a shrewd businessman in the banking and computing industries. The company
introduced a new corporate identity in the summer of 1997, uniting the six cellular
providers it had acquired (Vodac, Talk land, Vodacom, Voda call, Astec, and Peoples
phone) under the Vodafone brand. Vodafone began to restructure its network, laying
off 250 employees. Its 300 retail outlets dropped competitors products after. For the 1 st
time Chris Gent hoped to use the German company’s established ground-based
Internet service to grow Vodafone’s own new wireless-based Internet service.

So finally Vodafone was showing strong customer growth in all areas in
the telecom Industry.

 Key Milestones of Vodafone :
 1992: Hutchison Whampoa and Max Group established Hutchison Max
 2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets
through ESSAR acquisition.
 2001: Won auction for licenses to operate GSM services in Karnataka, Andhra
Pradesh and Chennai.

15

 2003: Acquired AirCel Digilink (ADIL ² ESSAR Subsidiary) which operated in
Rajastan, Uttar Pradesh East and Haryana telecom circles and renamed it under
Hutch brand
 2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar

Pradesh West' and 'West Bengal'
 2005: Acquired BPL (Except Mumbai)- 3 Circles, another mobile service provider
in India
 2008: Vodafone acquired the License in remaining 7 circles and has started its

pending operations in Madhya Pradesh/Chhattisgarh with its headquarters at
Malviya Nagar, Bhopal as well as in Orissa, Assam, North East and Bihar
 2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2.75G

network. Hutch was often praised for its award winning advertisements which all
follow a clean ,minimalist look. A recurrent theme is that its message Hello stands
out visibly though it uses only white letters on red background. Another recent
successful ad campaign in 2003 feature da pug named Cheeka following a boy
around in unlikely places, with the tagline, Wherever you go, our network
follows. The simple yet powerful advertisement campaigns won it many admirers.
 2009: Vodafone launched Recharge Online
 2009: Vodafone Essar - 1st Indian Telecom operator to receive the Payment Card
Industry Security Standard (PCI DSS) certification for its Mumbai operations and
launches unlimited SMS offer in Mumbai.
 2010: Vodafone emerged as the most admired marketer in India. 2010: Vodafone
crossed 100 mn customer in India.
 In 2011 vodafone become the 2nd largest telecom operator in India after Airtel.

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CHAPTER- 3

LIT ERAT URE REVIEW

17

 DATA CARD:

Wireless Data Card is a revolutionary device used to access high speed internet connectivity
for mail system or any other data transfer from your Laptop, Pocket PC or mobile phone
through wireless technology. It is very easy to install and use at any given place and time.
There are various wireless data card available in the market while varies from each other on
the basis of speed and tariff. The most widely used in the market Linksys wireless adapter,

net gear, wireless router, net gear wireless adapter, ball wireless adapter, Reliance USB
modem, Airtel data Card, Reliance USB Data Card and many more at variable price.

 Feature & Plans of Vodafone Data Card:

Vodafone has lunched high speed internet USB Data Card as same as Broadband access
speed. Vodafone Data Card connect with Laptop and Desktop just plug in and connect to the
Vodafone internet server. Vodafone Data Card Provide you 3G Broadband Speeds while
roaming abroad.

• Vodafone Data Card Features:

• Gets you high-speed connectivity to the internet through the Vodafone EDGE network.
• Is easy to install-just plug in and you are ready, no CDs require.
• Support 3G, HSDPA 7.2 Mbps, GSM quad-band: 850 900 / 1800 / 1900.
• Gives 3G Broadband speeds when you travel abroad.
• Works with your preferred VPN software, to give you secure access to your company
server & internet.
• Have many different tariff plans, so you can choose the one that meets your requirement.
• Saves you from high internet charges on your hotel bills.
• Gets you high-speed connectivity to the internet through the Vodafone EDGE network.
• Support SMS.
• Supports Micro SD card up to 2GB.
• Use in any Laptop or PC
• Vodafone Data Card Plans:

Here are two types of Data Card Plans.

1. Postpaid Plans 2. Prepaid Plans
 VODAFONE DATA CARD

• Vodafone 3G Data Card K3565

The new Vodafone K3565 Data Card supports 3.6 Mbps
HSDPA, It is a plug and play Data Card.

• Vodafone 3G Data Card K3765

The new Vodafone 3G K3765 Data Card supports
download speed up to 7.2 Mbps and Upload speeds up to 5.7 Mbps. It
also has a Memory Card (Micro SD) slot with up to 4GB capacity. It is
a plug-and-play USB Data Card with All Windows (Windows 2000)
and Apple Mac supported Operating systems. It also support SMS and
Voice Service.

 Different scheme of Vodafone 2G data card

Prepaid plan
Packs Free data Validity
Rs 4 25mb 1 days
Rs 16 150mb 3 days
Rs 59 400mb 30 days
Rs 98 1gb 30 days
Rs 299 3gb 30 days
Post paid
Packs Free data Validity
Rs 99 1 gb 30 days

Rs 149 2gb 30 days
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Rs 299 5 gb 30 days
Rs 499 Unlimited 30 days
Data card price-Rs 1399
After free browsing charges will be 5 paisa/10kb
Data card speed is 236 kbps

VODAFONE 3G

3G stands for third generations technology.It enhances the
service excellence such as video calling multimedia and high speed
internet.Which is 3 times faster then 2G.You can get 3G services
through a 3G compactable handset or through USB Sticks.

The Vodafone 3G ready USB stick enables customers to stay
connected on-the-go. Prepaid users can recharge with the Vodafone
Mobile Connect packs, whereas postpaid customers can avail the one
year advance rental plans.The Vodafone 3G ready USB stick is
available across all Vodafone Stores, Mini Stores and other retail
outlets.

 VODAFONE MI-FI

After its 3G services Vodafone lunched its Mi-Fi device.
Which is manufactured by Huawei, the R201 connects to Vodafone's 3G
network and allows up to 5 uses with Wi-Fi to connect to it and browser
the Web. It supports HSDPA 7.2 mbps and HSUPA 5.76 mbps. It
provides 4 hour of battery life. It available in market only at 5500.

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PEST ANALYSIS

• POLITICAL
Governmental and legal issues affecting how the company works.
Regulations
Infrastructures
Banning of phones use in certain circumstances
Health issues

• ECONOMIC
Factor affecting the purchasing power of customer and the companies cost of capital.
Cost of 3G license
Cost of call being driven down
Worldwide recession
Cost of 2G license

• SOCIAL
Demographic and cultural aspects of environment which influence customer need
and market size.
Health issues
Demographic
Social trends

• TECHNOGICAL
2G
3G
MMS
GPRS

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 COMPETITOR OF VODAFONE

 VODAFONE DATA CARD COMPITORS

22

 MARKETING STRATEGY OF VODAFONE

• VODAFONE TARGET THE RURAL INDIA

The main target customer of Vodafone are formal ruler India by offering cheap and
light mobile sets. Vodafone attracts most of the customer of the small villages and towns.

• OFFERING CHEAP HANDSET

Vodafone offers cheap and free connections to all customers the cost for these sets
was Rs 79, 849, 1099 set and onwards.

• FREE SUPPORT AND SERVICES

In every district and big towns opens is service center to provide better support and
services.

• A STRONG LOGISTIC AND SUPPLY CHAIN

Vodafone has a strong logistic and supply all over India in every small town the
potential customer can easily purchase the Vodafone SIM and sets.

• TARGET YOUNGSTAR AND METROPOLITAN

Vodafone attracts youngsters by offering colorful handset at every low prices.

 BRAND POSITION BY VODAFONE

MARKET SEGMENTATION

Market segmentation is the division of a market into different groups of customers with
distinctly similar needs and product/service requirements. Or to put it another way, market
segmentation is the division of a mass market into identifiable and distinct groups or
segments, each of which have common characteristics and needs and display similar
responses to marketing actions.
• Geographical Segment :For mobile market our Vodafone targets to rural customer
and for data card our Vodafone targets to new user of laptop or desktop, college
student.

• Demographic Segment- middle income groups,

• Psychographic • Behavioral

 TARGET MARKETING

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.

• And Rs 16 recharge for internet use.

• People living in small towns and villages.

• Poor middle income groups.

• Youngsters in big cities

• Unlimited talk time only in Rs249

• Internet unlimited download only in Rs499 .

• Cheap SMS facilities for youth.

 POSITIONING
In marketing positioning has come to mean the process by which marketers try to create
an image or identity in the minds of their target market for its product brand or
organization .Effective Brand Positioning is contingent upon identifying and communicating
a brand's uniqueness, differentiation and verifiable value.

“Positioning is not what you do to a product, it is what you do to the mind of
prospect.”

Generally, the brand positioning process involves:

1. Identifying the business's direct competition.
2. Understanding how each competitor is positioning their business today. 24

3. Comparing the company's positioning to its competitors' to identify viable areas for
differentiation.
4. Developing a distinctive, differentiating and value-based brand positioning statement,
key messages and customer value propositions.

Place: maximum outlets and service centers

Product: Verities available for various groups

Promotion: Various schemes for pre-paid and post-paid

Before Vodafone took over hutch the positioning strategy followed by hutch was already
a success in the indian telecom market. The company got huge appreciation and for the word
wining ad campaigns. Differentiating it services from the competitor’s and presenting it in a
form of an advertisement helped hutch in positioning its brand in a world class manner.
Showing its class in the telecom industry was important and reflected when the company
signed the 2 class acts in there field, Rahul Dravid and Irfan Khan as its brand ambassadors.
In 2007, when Vodafone took over hutch, the transition time for the company was very less.
Decisions regarding relaunching of brand, positioning, channelizing, etc were taken and
implemented in four months.

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MERGEFORMATINET INCLUDEPICTURE "http://gombar.in/images/blog/hutch.jpg" *

MERGEFORMATINET

It was important for Vodafone to maintain the things as it is before making any big change in
the services,and to ensure that the company went for the similar ad campaigns with a pug in it
trying to show that the pughas got a new home.
In the latest Positioning strategy, Vodafone launched the ‘Power to you’ campaign. Power to
you has following features. 25

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"Power to you" comes together with new services that bring the Internet, the
email & social
Communities closer than ever to customers
Enhanced user experience of email and Internet on the mobile phone, through the
service “Vodafone Internet pe Mobil” which now integrates the Opera Mini browser
Easy email access, anytime anywhere, from a broad variety of handsets.
Together with the new brand promise, Vodafone refreshes the IVR for easier and
improved customer experience.

26

 DISTRIBUTION

A broad range of channels through which customers can access our services and
products.

• DIRECT CHANNEL
We directly own and manage about 2,200 stores around the world and we also have
around 10,300 Vodafone-branded stores run through franchise and exclusive dealer
arrangements. In most of our local markets sales forces also sell direct to enterprise
customers.

• INDIRECT CHANNEL
The level of indirect distribution varies between markets and may include using third
party service providers, independent dealers, distributors and retailers.

• ONLINE
The internet has also become an increasingly powerful and cost-effective distribution
channel. 51% of our European contract customers receive their bills online.

 SERVICES
Services to meet all our customers’ needs

• VOICE
We are one of the largest carriers of mobile voice traffic in the world providing
domestic, international and roaming voice services to more than 370 million customers.

• MESSAGING
Our networks sent and received over 292 billion text, picture, music and video
messages this year.

• DATA
More than 75 million customers buy our mobile data services which allow access to
the internet, email and applications on their phones, tablets, laptops and netbooks.

27

• FIXED LINE
Over six million customers use our fixed broadband services in 13 markets to meet
their total communications needs. In addition, through Gateway, we provide wholesale carrier
services to more than 40 African countries.

 OTHER SERVICES REVENUE
This includes business managed services, such as secure remote network access, and
revenue from mobile virtual network operators generated from selling access to our network
at the wholesale level.

• 4G/LTE MOBILE BROADBAND USB STICK
The Samsung GT-B3740, is our first ever 4G/LTE network device which enables
customers to experience super-fast mobile broadband.

• SMART PHONES AND TABLETS
These have advanced capabilities including access to email, the internet and mobile
applications such as Google Maps and Facebook. Smartphones now account for 19% of the
total number of phones used by our customers in Europe. We now supply the iPhone in 19
markets.

• VODAFONE BRANDED HANDSET
We are making Vodafone designed handsets available to mass market audiences
while offering differentiated experiences. During the year 14 new handsets were released
under our own brand and we shipped 5.8 million.

• OTHER CONNECTED DEVICES

In addition to handsets, we supply a range of innovative connected smart devices.
During the year we launched our first ever USB stick based on 4G/LTE technology and
Vodafone WebBox which enables customers to connect to the internet using existing
television sets by simply plugging in a keyboard with an embedded mobile SIM.

28
 VODAFONE MARKETING MIX

ESSENTIALS OF MARKETING:

The world is a global market with few barriers, so Vodafone has to be
highly visible as ‘the brand to buy’. Effective marketing is the key to this high visibility.
Marketing involves anticipating customers’ needs and finding the right product or service to
meet those needs, thereby encouraging high sales levels. Vodafone goes further by looking to
impress on its customers not merely what its products are i.e. features, but also what they can
increasingly do i.e, benefits. This involves effective communication. There is a slowdown in
sales of mobile handsets, in some markets like the UK, as the mature part of the product
lifecycle is reached. Customers are exposed to a barrage of different images and messages by
mobile phone companies, as the competition gets tougher. Vodafone appeals to new
customers and aims to keep its existing ones by emphasising the uniqueness of the brand.
Vodafone’s aim is to grow its revenue and improves its profit margin
by adding value to its products and services i.e. earning more from each product sold. The
‘Vodafone live!’ service enables customers to use picture messaging and to download
polyphonic ring tones, colour games, images and information, through an icon-driven menu.
This service will soon be further enhanced by picture messaging
libraries, video clips and video telephony (seeing the person you're calling) and improving
download speeds. Another service is the Vodafone Mobile Connect Card, which enables
customers to access their normal business applications on a laptop when out of the office.
Such services add value to the product, and high profile effective promotion will help sell
these services to existing and new customers.

 VODAFONE’S MARKETING MIX:

A longer term marketing strategy is underpinned by careful planning and a
successful marketing mix. The marketing mix is a combination of many features that can be
represented by the four Ps.
• Product - features and benefits of a good or service
• Place - where the good or service can be bought
• Price - the cost of a good or service
• Promotion - how customers are made aware of a good or service.
29
1. 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.
2. PLACE
• Vodafone UK operates over 300 of its own stores.
• It also cells 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.
3. 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 for every £1 spent on calls, text messages,
picture messages and ring tones.
4. PROMOTION
Vodafone works with icons such as David Beckham to communicate its brand values.

• 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.
• 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.
30
 VODAFONE PRODUCTS:
• Brand Image:
Dvid Beckham is more than a footballer. He is also regarded as a fashion
icon, a caring family man and a nice guy: an overall image that attracted Vodafone to him.
Beckham’s popularity with football fans comes largely from his England team captaincy. As
a footballer, he is well regarded around the world. Other young men who might aspire to his
success and style also tend to identify with him. He appeals to many females because of his
reputation as a fashion and lifestyle icon. He is also married to a female
icon in her own right.
Vodafone’s sponsorship of the Manchester United team appeals to a broad
section of the global football/sports audience, whereas aspects of Beckham’s broader image
have grown to appeal to a much wider section of society. That suits Vodafone, who needs to
appeal to different
• Segments of the market.
Beckham’s healthy lifestyle allied to his talent suggests an energy and a
controlled passion for life; an image that Vodafone would also like to project for itself. On a
football field, Beckham is innovative, creative, exciting; characteristics that Vodafone aspires
to. Beckham the family man comes across as caring and empathetic; Vodafone wants people
to appreciate that it too understands and cares about what people want and need. Beckham is
generally seen as dependable; Vodafone wants to communicate a similar image. The synergy
is clear.
• The campaign
Beckham is supporting the campaign to promote Vodafone live! in the UK
and in other markets. The UK campaign shows Beckham doing everyday things: a happy,

relaxed, competent shopper sending pictures and accepting a message to remember to buy
eggs. At the same time he is also clearly demonstrating what Vodafone live! can do.
The TV campaign has been a huge success. Many people have seen it and can recall the
adverts. The campaign captured the imagination of the press, and many newspapers covered
stories about Beckham’s sponsorship deal. Slogans such as ‘Send it like Beckham’ help to
further promote the Vodafone message. Beckham’s image is also used on a variety of other
customer communications including in-store posters, billboards, in the company’s magazines
and catalogues and in leaflets mailed to customers.
31
• Market Research.
High profile campaigns are a gamble. The campaign’s impact has to justify the
time, money and effort spent on it. The marketing team must evaluate the campaign’s
success. Vodafone UK has asked people across different sectors of society about the
campaign, and has analysed their responses. Individuals were asked what they could
remember about the campaigns. This is known in the marketing industry as recall.
• Recall %
Another exercise assessed the effectiveness of the poster depicting Beckham
being reminded to buy some eggs. People in the survey are shown different Vodafone posters
and asked to say which of them they recall in relation to Vodafone live!
Clearly, the Beckham poster is far and away the one that is best recalled.
Other data has been used to assess the success of the Beckham promotion. Findings from UK
Brand Tracking data reveal that the TV campaign has increased awareness of Vodafone with
above average efficiency as measured by the Awareness Index, primarily because of the
Beckham scenes. People are able to recall and describe the advertisements without
prompting.
The Beckham campaign has also helped to support Vodafone’s drive for brand
migration. Vodafone can help to fulfil its aim to grow successfully by acquiring local
companies in markets that Vodafone would like to enter. A good example of this is
Vodafone’s purchase of J-Phone in Japan. The initial strategy was to use a dual J-Phone
Vodafone logo alongside the powerful image of Beckham to emphasise the relationship
between the two companies.
The final transition removed the J-Phone logo altogether to a sole focus on
Vodafone (Vodafone KK). This strategy warmed J-Phone’s customers to the idea of a global

brand replacing a local brand. David Beckham is a popular figure in Japan and helped to
smooth the way for the substitution of the global brand in place of the local one.

32
 ADVERTISING

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ZooZoo, the new brand ambassador of Vodafone, has created a furor in the
advertising industry. Zoozoos have been successful in giving Vodafone a makeover and
establishing maximum brand presence. I consider it to be a perfect example of a well-laid out
marketing strategy for the following reasons:
Vodafone chose the Indian Premier League 2 (IPL-2) as a platform to launch
their advertisement, which proved to be a great marketing strategy. Cricket is considered to
be a religion in India, and Zoozooz captured attention of nearly two billion people during the
IPL. People eagerly waited for breaks between matches to see more stories about Zoozoo.
Zoozoos are small pseudo-animated characters with big egg-shaped head, round
belly but extremely thin arms and legs. It was a fresh and innovative concept and Vodafone
wonderfully promoted their services by creating different stories featuring Zoozoos. The
charm of the Zoozoo was itself a great self-marketing strategy and they were instant success
among masses. Within few days, Zoozooz created a huge audience for them, giving a boost to
the Vodafone brand.

People were already in awe of those cute and lovable characters, but the
curiosity heightened when Vodafone disclosed that Zoozooz were not animated, rather
humans were playing those characters. People were even more hungry to know about their
favorite Zoozooz. 33
In the second phase, after the release of these ads, Vodafone promoted these
characters on social media sites, which was another wise decision. Zoozoo fan clubs are there
on social networking sites like Facebook, YouTube, Orkut, Twitter, and many more, where
they have a huge followings.
Now Vodafone has announced to launch the Zoozoo goodies like zoozoo toys,
zoozoo mugs, zoozoo keychains, zoozoo t-shirts, etc. Zoozooz have themselves become a
brand and it will be interesting to see how Vodafone uses this concept in future to promote
their services.
According to TRAI the total number of telephone subscribers in
India increased to 846.32 million at the end of March 2011 from 826.25 mn at the end of
February 2011, registering a growth rate of 2.43 percent. Urban subscriber numbers have
shown a decline of 2.32 percent totaling 66.65 percent from 66.72 percent where as the share
of rural subscribers has increased by 2.64 percent from 33.28 percent to 33.35 percent. This
only proves the growing upward mobility of the rural market. The total wireless subscriber
base increased from 791.38 mn in February 2011 to 811.59 mn at the end of March 2011,
registering a growth of 2.55 percent. Here again, the share of urban subscribers has declined
to 66.30 percent from 66.36 percent, where as the share of rural subscribers has increased
from 33.64 percent to 33.70 percent. The overall wireless teledensity in India reaches 67.98.
According to estimates, Bharti Airtel's market share is now 19.99 percent, followed by
Reliance Communications at 16.72 percent and Vodafone at 16.58 percent. BSNL has 11.32
percent while Tata Teleservices has 10.98 percent market share while Idea Cellular has 11.03
percent.

In early March, Bharati Airtel announced that it had added 6 lakh 3G
subscribers in the 11 circles where it has launched 3G services till date, and is targeting 1,000
towns by the end of FY 2012.Idea Cellular reported 1 mn 3G subscribers within a month of
its launch. RCom has launched 3G in over 150 cities, the latest being in HP, and it plans to
rollout 3G services in all its 13 circles where it won 3G spectrum shortly. Vodafone reported
over 2 lakh 3G subscribers in March 2011, and says that it is adding 35,000 new 3G users on
a daily basis. It has launched in over 8 circles till date. Tata DOCOMO, which invested Rs

250 cr for its 3G rollout in Gujarat, now offers 3G services in 19 cities in the state, besides
also being present in 8 other circles.

VLR active subscribers have also increased to 70.72 percent of the total
wireless subscriber base, with 573.97 mn being active Vlr subscribers in March, out of the
total 811.59 mn subscriber base, according to TRAI data. Circle-wise, Jammu and
Kashmir has the highest proportion of VLR subscribers with 79.63 percent, followed
by Assam (78.18 percent) and Maharashtra (76.79 percent); Mumbai has the lowest
proportion with 58.49 percent.

MNPhas also shown a record 64.23 mn lakh subscriber churn by the end of
March 2011, where North and Western India recorded the maximum amount of MNP
numbers. According to a report released by COAI in March, Vodafone was the biggest gainer
in MNP, adding over 50,000 customers, followed by Idea which added 0.18 percent net
additions to their total subscriber base, Bharti Airtel which added 0.10 percent net additions
to its subscriber base. According to the report, RCom has fared the worst in MNP, losing
more than 350 thousand subscribers, with net additions of -0.24 percent.

India’s leading Mobile Service operator Vodafone has added a total of 3.68
million GSM subscribers which is the highest number of new mobile subscribers additions in
the month of March 2011. Vodafone’s GSM subscriber base now reached 134.5 million, as
per the COAI data.
Cellular Operators Association of India (COAI) today released the GSM
subscriber base for March 2011 and, quite expectantly, new additions continue at an average
growth rate. The total 14.5 million new GSM subscribers being added in March at a monthly
growth rate of 2.61% taking the all-India GSM cellular subscriber base to 559.55 million.
Among the GSM Mobile Service Operators, Bharti Airtel notched up 3.20 million new
subscribers during the month, taking its total base to 162 million. While India’s national
telecom backbone and Pan India 3G Mobile service operator Bharat Sanchar Nigam Ltd
(BSNL) added up 1.3 million new users in March-2011, taking its total subscriber base to
86.4 million.
Idea Cellular added 2.7 million new customers, boosting its subscriber base to
89.5 million, while Aircel increased its base by over 1.3 million customers to take its
subscriber base to 54.8 million. Mahanagar Telephone Nigam Ltd (MTNL) added 20,720
new users during the month, boosting its total base to 5.19 million at the end of March, 2011.

Uninor, one of the youngest GSM operators in India has added 1.2mn GSM subscriber
whileVideocon added 5,41,877 subscribers and STel managed just 1,28,429 new subscribers
from 5 circles. Etisalat DB/Cheers Mobile 3,15,709 added subscribers in 13 circles.

35
GSM Operator Total Subscriber Base – MarchMarket Share
2011
Bharti Airtel 162,203,480 28.48%
Vodafone Essar 134,569,706 23.63%
IDEA Cellular 89,503,318 15.71%
BSNL 86,458,165 15.18%
Aircel 54,843,290 9.63%
Uninor 22,792,141 4.00%
Videocon 7,105,960 1.25%
MTNL 5,199,337 0.91%
Loop Mobile 3,094,204 0.54%
STel 2,820,891 0.50%
Etisalat DB (Cheer Mobile) 6,52,370 0.17%
All India (excluding Reliance and 569,558,571 100%
Tata)

36

CHAPTER-4
DATA PROCESSING & ANALYSIS.

37

DATA COLLECTION

In my research studies I had collected the various data from different
Retailer in Bhubaneswar as well as nearer to Bhubaneswar location in Orissa, about
the Market Survey Of Vodafone Data Card . Which makes my Project fruitful.
However the following given datas are collected by my own in my 3 months
Research programm period.

Outlet Name Tata Micromax Beetle Reliance RIL Aircel Airtel Others
Guru
Music bhawan Yes Yes Yes Yes
Uma electronics Yes Yes Yes
The computer house Yes Yes Yes
It care Yes Yes Yes Yes
Hcl world Yes Yes Yes
It centre Yes Yes Yes
Sancheti infosys Yes Yes Yes Yes
Infotech system Yes
Cell electronics Yes Yes Yes Yes
Life style Yes Yes Yes Yes
Time & sound Yes Yes Yes Yes Yes Yes
Swastic electronics Yes Yes Yes
Sri sai electronics Yes Yes
Orissa mobile parts Yes Yes Yes
Sister mobile Yes Yes Yes
Heera ent Yes Yes
Khusi communication Yes
Laptop world Yes
Meltronix services Yes Yes Yes
Omtronix Yes Yes
Life light Yes Yes
Aman infosys Yes Yes Yes Yes Yes
Om electronics Yes Yes Yes Yes
Intex Yes Yes Yes
Technology Yes Yes Yes Yes Yes
Allied corner Yes Yes Yes
Cell net Yes Yes Yes Yes
Subham electronics Yes Yes Yes

Unicorn Yes Yes Yes
Srijagannath fancy Yes Yes Yes
Unicon Yes Yes Yes Yes
M/s landmark Yes Yes Yes
Nigam info solution Yes Yes Yes Yes
Laptop lounge Yes Yes Yes Yes
Nilesh infotech Yes Yes Yes Yes
Computer planets Yes Yes Yes Yes
Das computers Yes Yes Yes
Sai info solution Yes Yes Yes Yes
Shree rishab infotech Yes Yes
Shree computer Yes Yes
Maa entp Yes Yes
Mohaparta comm Yes Yes Yes
Suruchi communica Yes
Mobile zone Yes
Dash electronics Yes Yes
Systematrix Yes Yes
Ashribad computer Yes Yes
Fashion park Yes Yes Yes Yes Yes
Sa Infosys Yes Yes Yes Yes Yes
E mart 4 you Yes Yes Yes
Gedget world Yes Yes Yes
Tanisha e world Yes Yes Yes
Bit & byte Yes Yes
Best communication Yes Yes
It clinic Yes Yes
Trisha infotech Yes Yes
Y 2 k communication Yes Yes
Diya mobile Yes Yes Yes
System world Yes

39

MARKET ANALYSIS ON VODAFONE DATA CARD THROUGH THE ABOVE
DATA COLLECTION.

For the Market Analysis of Vodafone Data Card I have taken the above sample which
size is 60 retailer. Through the above data collection in my Research studies I analyze
lots of information they are such as :
 Most of the Retailers even if people don’t aware about Vodafone Data Card. It is
only cause for the other Competitors Data Card of Vodafone are already exist in
the Market.
 From the above 60 sample I got to know that most of the retailer are prefer to use
MICROMAX Data Card, then Tata Data Card & the etc.
 However from the above sample the Total 60 no of retailer’s response is:

MARKET ANALYSIS ON DATA CARD

Total=60
40

ANALYSIS ON THE BASIS OF QUESTIONNAIRES.

Through the questionnaires to different Retailer & People in my
Research study I got to know that Maximum people are unaware about Vodafone Data
card. Even if some people like its Cellular service customer but they unaware about
Vodafone Data Card .If someone know about Vodafone data card ,he is saying that
data card of Vodafone is not good . It may be true or false. But however maximum
people says that Vodafone fail to fulfill its promise in Data Card field through it
provide good service in cellular sector. And for this reason people like to use other
Data Cards which are available in the Market even the Vodafone Data Card price
low . In my research period I identify that maximum Data card Market is captured by
MICROMAX & TATA PHOTON PLUS . So it is a very difficult for Vodafone Data
Card to exist in present situation. But it is true that everything will be possible so why
not for Vodafone Data Card. For this reason to find out what is the real fact behind
Vodafone Data Card, for this I done SWOT Analysis which is explained below.

41

 SWOT ANALYSIS OF VODAFONE DATA CARD:
Strength

Vodafone has fully IP enabled infrastructure thus implying application convergence,
service convergence and network convergence. Vodafone has been able to maintain a

strong distribution channel. It is world’s second largest telecom company. 2G data
card speed is 236kbps and 3g data card speed is 7.5mbps. Its annual revenue is good,
which helps in investing in assets for long term growth.

Weakness

Its 3G service is not available in all circle. There is not a better promotion of this data
card. Most of retailer unknown about this data card. Vodafone deposited more then
10,000 cr for 3G license but till now it is not recovered. There is no availability of
unlimited download plan for prepaid customer.

Opportunities

A strong economy and a growing market. Indian telecom industry is the fastest
growing telecom industry in the world. So there is a opportunity for Vodafone to
grow. Partnership with a good advertising company could help for better promotion.
Now-a-day’s most of rural people using internet ,so there is good chance to growth by
rural penetration. In Odisha 3G services is not provided by Vodafone ,so it’s a another
opportunity to grow up. Providing low price scheme for price sensitive customer.

Threat

Regulatory decision and changes. Reduction in entry fee and annual license fee for
National Long Distance and International Long Distance(ILD). In indian market ,
there is a large number of player. So, these are the threats for Vodafone.

42

 FINDINGS:
 Most of retailer unaware about Vodafone Data Card.

 Retailer and customer all are need for a unlocked data card.

 Some retailer interested for this data card because its price is less.

 On the other hand some retailer preferring speed data card to sale for this cause

they sale to prefer other Data card expect Vodafone.

 There is a greater demand in market for latest technology which is the drawback of
Vodafone Data Card.

 People perception about Vodafone Data Card’s poor service facility.

 Less of advertisement in educational field like school, college, university,

medicine, science & technology etc where the use of Data Card i.e Internet is
highly essential for every phase.

FINDINGS OVER THE SAMPLING DATA THROUGH QUESTIONNAIRE TO RETAILER’S

44

 Findings Through The Questionnaires To People.
1. Have you Internet connection or not?

INTERNET USER

Total=50

2. Awareness of Data Card?

Total=50

45

3. Awareness of Vodafone Data Card ?

Total Respondends =50

46

CHAPTER-6
RECOMMENDATIONS

47

 RECOMMENDATION :
1. VISIBILITY (POSTER,BANNER,HOADING).

2. AVAILABILITY.

3. SERVICE.

4. SPEED SHOULD MATCH WITH OUR COMPETITOR.

5. WE SHOULD COME OUT WITH SOME FEATURE TO MATCH WITH 3G.

6. WE HAVE TO PUSH OUR PRODUCT WHERE TATA AND OTHER ARE
WEAK.

7. TIE UP WITH LAPTOP AND DESKTOP.

8. ACTIVITIES IN COLLEGE CAMPUS.

9. CAMPUS OUTSIDE COUSELLING CENTRES.

10. UNNATURAL DEMAND CREATION.

11. FREE DATA DOWNLOAD FACILITY FOR 1ST TIME USER.

12. WE HAVE TO GO SOME PUBLIC ENTERTAINMENT PLACES FOR OUR
PRODUCT AWARENESS.

13. CONTACT WITH OUR OLD CUSTOMER BY CALL OR SMS.

48

CONCLUSION

From the entire studies of my 3 months Summer Internship Program
on “Market Survey of Vodafone Data Card” I am here concluding that-

Though Vodafone has a widest Telecom Sector in whole over the
world it should have a deepest Product line in internet Data Card Market. But as
per my survey , questionnaires to people as well as many retailer , have different
buyer decision & valid perception about using different brands of Data Card in
the Market for internet accessing , Because people were perceiving that Vodafone
is not a user friendly Data Card service provider but still some of its customer
uses its product for its Brand Image. Hence Vodafone should aim to providing
different aggressive promotional strategies like good network connectivity, latest
advertisements, competitive Data card price, cost effective Tariff Plans , & more
user friendly service over Internet Data Card. Then it will be able to exist itself in
front of its competitors in the Market.

49

CHAPTER-7
QUESTIONNAIRES

50

QUESTIONNAIRES

NAME:
ADDRESS:
OCCUPATION:
CELLULAR SERVICE USED:

(TICK the appropriate option )
.
1. Do you have any PC or Laptop?

Yes No

2. Do you have Internet connection in your PC or Laptop?

Yes No

3. If yes, from which source you are accessing internet ?

Broad Band Connection
GPRS
LAN connection
Data Card
Other Source

4. Do you know about Vodafone Data Card?

Yes No

5. How you know about this Vodafone Data Card ?

ADVERTISEMENT FRIEND INTERNET OTHER

6. Which Brand of Data Card You use?

Vodafone MicroMax Airtel BSNL Photon plus Reliance Other

51

7. Why you choose that Data Card?

LESS PRICE SPEED BRAN NAME SCHEME
D

8. Which feature of your data card is better than other Data Card ?

Advertisements Connectivity Schemes

9. Which type of advertisement you most like in VODAFONE ?

Audio Visual Print –Audio

10. What do you rate the Vodafone customer care service ?

10-20% 20-30% 30-40% 40-50% More Then 50%

52

QUESTIONNAIRES TO RETAILER’S

NAME –

ADDRESS-

SHOP TYPE-

1. Which companies data card available in your store?

2. How many data card you sales in a month?

3. From your total sale which is more preferred by customer?

4. Why customer likes that data card?

5. From your view which data card is better?

6. Why that data card is better?

7. Do you have any idea about Vodafone data card?

8. Till now any customer asking you for Vodafone data card?

53

CHAPTER-8
BIBLIOGRAPHY

54

BIBLIOGRAPHY
BOOKS

Marketing Management-Phillip Kotler

MAGAZINE

4P’s.

Vikalpa

Marketing Master Mind

Havard Business Review

NEWSPAPERS

Business Standard

The Economic Times

WEBSITE

www.vodafone.in

www.vodafone.com

www.vodafonecellular.com

www.trai.com

www.google.com

55

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