A project report of customer satisfaction survey on vodafone — Document Transcript

1. Projectsformba.blogspot.com UNIVERSITY OF MUMBAI ORIENTAL EDUCATION SOCIETY’S SANPADA COLLEGE OF COMMERCE AND TECHNOLOGY SANPADA, NAVI MUMBAI SANPADA, PROJECT ON VODAFONE CUSTOMER SATISFACTION SURVEY SUBMITTED BY PROJECT GUIDE BACHELOR OF MANAGEMENT STUDIES (2010-11)Projectsformba.blogspot.com 1

2. Projectsformba.blogspot.com UNIVERSITY OF MUMBAI ORIENTAL EDUCATION SOCIETY’S SANPADA COLLEGE OF COMMERCE AND TECHNOLOGY SANPADA, NAVI MUMBAI SANPADA, PROJECT ON VODAFONE CUSTOMER SATISFACTION SURVEY Submitted In Partial Fulfillment of the requirements For the Award of the Degree of Bachelor of Management By PROJECT GUIDE BACHELOR OF MANAGEMENT STUDIES (2010-11)Projectsformba.blogspot.com 2

3. Projectsformba.blogspot.com DECLARATIONI …………………… student of T.Y.BMS (2010-11) herebydeclare that I have completed this project onVODAFONE CUSTOMER SATISFACTION SURVEY .The information submitted is true & original to the bestof my knowledge. Student SignatureProjectsformba.blogspot.com 3

4. Projectsformba.blogspot.com CERTIFICATEThis is to certify that Mr./Ms.______________________________________________ of Bachelor ofManagement Studies has undertaken and completed theProjectsformba.blogspot.com 4

5. Projectsformba.blogspot.comproject work titled------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- during the academicProjectsformba.blogspot.com 5

6. Projectsformba.blogspot.comyear 2010-2011 under the guidance of Prof.Dr.------------------------------------------------------------------------------------- submitted on ----------------------------- tothis college in fulfillment of the curriculum of Bachelor ofProjectsformba.blogspot.com 6

7. Projectsformba.blogspot.comManagement Studies University of Mumbai .This is a bonafide project work and the informationpresented is true and original to the best of ourknowledge and belief.Projectsformba.blogspot.com 7

8. Projectsformba.blogspot.comPROJECT GUIDE COURSE CO-ORDINATORPRINCIPAL PROJECT TOPIC:Projectsformba.blogspot.com 8

9. Projectsformba.blogspot.com “VODAFONE CUSTOMER SATISFACTION SURVEY”. ACKNOWLEDGEMENT: It is a pleasure to thank all the people who directly or indirectly in many wayshave assisted me in my project related studies and contributed in the process of makingthis project. Firstly, I would like to thank my project guide ………………….. for his support,cooperation and fruitful discussions during my research on the topic -“VODAFONE-CUSTOMER SATISFACTION SURVEY.”Projectsformba.blogspot.com 9

10. Projectsformba.blogspot.com Lastly, I would like to express my gratitude to all my college and in particular tothe coordinator of Bachelor of Management Studies (BMS);

………………., forproviding me such an interesting topic for my university project and their by supporting,and cooperating with me during my project.Projectsformba.blogspot.com 10

11. Projectsformba.blogspot.com EXECUTIVE SUMMARY:This project is based on telecom sector as the telecom sector is growing at a very goodpace. The telecom company which I have selected for my project is VODAFONE. Thereason behind selecting Vodafone is its various schemes in product & service category &also its future policies where the company is coming out with lots of new & affordableschemes for its customers. Vodafone is a UK based company & has various branches allover the world. The company was started in the mid 70’s & since then it has never lookedback. The products & services offered by Vodafone is of a very high quality & also at anaffordable rates. They have various plans for various customers depending on the statusof the customers.Vodafone has various product categories ranging from chargers, internet, mobile phones,headsets & headphones & many more. In the service category it has internet serviceswhich include broadband internet & PC internet services.Apart from the products & services normally offered they also came out with someinteresting & unique product like the I phone. This was one of the biggest events in thehistory of Indian telecom industry. The phones were available at around 32000-36000 Rswhich has a unique feature called as 3G system.Vodafone also came out with cell phones for the poor which was a part of their socialresponsibility toward the poor class people of the society. The phones were available inthe range of 1000 Rs -1500 Rs which was one of the successful strategies of Vodafone.According to the 2003-2010 data VODAFONE captures the market with 17.56 % & is atthe 3rd position just after Bharti with 24.69% & Reliance with 17.68%.Projectsformba.blogspot.com 11

12. Projectsformba.blogspot.comVodafone also came out with one of best& most attractive advertisement which no onehas ever seen before called as “VODAFONE ZOO-ZOO’S”. This advertisement was apart of VODAFONE’S marketing strategy to boost its sales during the IPL 2 season. Thiswas one of the master moves by VODAFONE to introduce ZOO-ZOO during the IPL 2season which was a “SUPER-HIT”.VODAFONE is planning to come with its own accessories stores which would be a one-time shop for its customers wherein the customers will get all the products under oneroof. Vodafone’s future plan is to become no.1 telecom company by the year 2010-2011which does not seems to be very difficult keeping in mind the progress it has made in thelast 5 years.Vodafone has added around 5 million subscribers in the year 2008-2009 which makes itthe 3rd largest telecom company in the world. Vodafone has joined hands with one of theworld largest & the best car racing company F1 MCLAREN MERCEDES to host the 2day event. This is the part of the promotion strategy of Vodafone to become the worldwide leader in telecom industry.Vodafone is also the official sponsor of the England Cricket Team for the Npower testseries . It has also shaken hands with the most popular football tournament UEFACHAMPIONS LEAGUE football which is a part of the promotional strategy ofVodafone.Projectsformba.blogspot.com 12

13. Projectsformba.blogspot.com INDEXSRNO. TOPICS PAGE NO 1. CHAPTER I 10-17 A: WHAT IS TELECOMMUNICATION B:PLAYERS IN TELECOMMUNICATION 2. CHAPTER II 18-20 A: DOT B: TRAI & ITS FUNCTIONS 3. CHAPTER III 21-31 A:ABOUT VODAFONE B:HISTORY OF VODAFONE C: MANAGEMENT OF VODAFONE 4. CHAPTER IV 32-56 A:

PRODUCTS & SERVICES OFFERED BY VODAFONE B: VODAFONE MARKET SHARE B: EXTRA EFFORT TO BOOST SALES C: CRM ADOPTED BY VODAFONE D: COMPARISON BETWEEN LOOP & VODAFONE 5. CHAPTER V 57-58 FUTURE OF VODAFONE 6. RESEARCH METHODOLOGY 59 7. CONCLUSION 60 8. BIBLIOGRAPHY 61Projectsformba.blogspot.com 13

14. Projectsformba.blogspot.com CHAPTER I WHAT IS TELECOMUNICATIONTelecommunication is the transmissions of signals over a distance for the purpose ofcommunication. In modern times this process almost always involves the sending ofelectro magnetic waves by electronic transmitters but in earlier years it may haveinvolved the use of smoke signals drums or semaphore lines. HISTORY OF TELECOMMUNICATION:The history of telecommunication began with the use of smoke signals & drums in Africathe America & parts of Asia. Smoke signalsIn the 1790’s the first fixed semaphore systems emerged in Europe however it was notuntil the 1830’s that electrical telecommunication systems started to appear. This articledetails the history of telecommunication & the individuals who helped maketelecommunication systems what they are today.Early telecommunication included smoke signals & drums. Drums were used in nativeslike Africa, New Guinea & South America & smoke signals in North America & China.In 1792 a French engineer Claude Chappe built the first visual telegraphy for semaphoresystem between Chile & Paris. This was followed by a line from Strasburg to Paris.Projectsformba.blogspot.com 14

15. Projectsformba.blogspot.comSOME OF THE MOST POPULAR TELECOM COMPANIESIN INDIA:A.P TELECOMA.P.-telecom officers service telephone numbers can be viewed by clicking theconcerned telecom district. A.P. telecom circle is serving the whole state of AndhraPradesh including the twin cities of Hyderabad and Secundrabad.ASC ENTERPRISES LIMITED (ASCEL)Ascel is a multi venture corporate heralding the "convergence" era in our country,focusing on nationwide retailing of time (telecom, information & learning, media,entertainment) products & services, satellite and digital wireless communication venturesfor provision of infrastructure, services and solutions among other initiatives.AIRCELAircel is a mobile phone service provider in India.It offers both prepaid and postpaidGSM cellular phone coverage throughout India. Aircel is a joint venture between MaxisCommunications of Malaysia and Apollo Hospital Enterprise Ltd of India. UTSB has a74% stake in Aircel and the remaining 26% is with Apollo Hospitals. It is India’s fifthlargest GSM mobile service provider with a subscriber base of over 46.51 million, as ofSeptember 30, 2010. It has a market share of 9.65% among the GSM operators in thecountry.BANGALORE TELECOMBangalore telecom system is a communications window to the rest of the world. Offer awide range of telecom services from basic telephone service to high speed data circuits.Projectsformba.blogspot.com 15

16. Projectsformba.blogspot.comBHARTI ENTERPRISESEstablished in 1985, Bharti has been a pioneering force in the telecom sector with manyfirsts and innovations to its credit, ranging from being the first mobile service in Delhi,first private basic telephone service provider in the country, first Indian company toprovide comprehensive telecom services outside India.COMMSOUTHCommsouth was founded in Chennai, in the mid nineties; Commsouth has grown steadilyand established sound positions in the mobile telephony and telecom managementsoftware market.CELLEBRUMCellebrum is a company of M Corp global group with interests in the field of telecomsolutions, office

automation and information technology and value added services. Asia’sleading value-added mobile services and solutions provider on platforms like sms / ivrs /wap / gprs / ussd etc.CRICKET COMMUNICATIONSCricket is the operating subsidiary of leap wireless international, a customer-focusedcompany providing innovative mobile wireless services targeted to meet the needs ofcustomers who are under-served by traditional communications companies.Projectsformba.blogspot.com 16

17. Projectsformba.blogspot.comESSAR GROUPThe Essar group is one of India’s largest corporate houses with interests spanning themanufacturing and service sectors in both old and new economies: steel, power, shipping,constructions, oil & gas and telecom.IDEA CELLULARIndias leading GSM mobile services operator, idea cellular has licenses to operate in 11circles. With a customer base of over 17 million, idea cellular has operations in Delhi,Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal,Haryana, UP-west, Himachal Pradesh and Kerala. Idea acquired spice telecom which wasoperating in Karnataka and Punjab. Idea cellular footprint currently covers approximately45% of India’s population and over 50% of the potential telecom-market. As a leader invalue added services, innovation is central to ideas vas factory. It is the first cellularcompany to launch music messaging with cellular jockey, background tones, grouptalk, a voice portal with say idea and a complete suite of mobile email services.INTERNET & MOBILE ASSOCIATION OF INDIAThe internet & mobile association of India (IAMAI) is a not-for-profit industry bodyregistered under the SOCIETIES ACT, 1896. Its mandate is to expand and enhance theonline and mobile value added services sectors.Projectsformba.blogspot.com 17

18. Projectsformba.blogspot.comJP MOBILE, INC.JP Mobile is a solid, well-established company, a true pioneer in the enterprise mobilitymarket. They are a privately held company with solid financial backing. They offer surewave mobility suite, a comprehensive wireless mobility solution for enterprises, carriers,system integrators and independent software vendors.LOOP MOBILELoop mobile (BPL mobile now rebranded as loop mobile), represents growth withcontinuity. While we constantly work towards giving our subscribers a better network,innovative products and a superior mobile telephony experience, our subscribers can beassured of the same focus and commitment in providing the best network coverage,billing accuracy, and an unmatched personalized customer service.MTNL DELHIMTNL Was Set Up On 1st April, 1986 By The Government Of India To Upgrade TheQuality Of Telecom Services, Expand The Telecom Network, Introduce New ServicesAnd To Raise Revenue For Telecom Development Needs Of India �S Key Metros �Delhi, The Political Capital And Mumbai, The Business Capital Of India.MTS - SHYAM TELECOMSistema Shyam teleservices limited is a joint venture company between sistema of Russiaand Shyam group of India. Currently they operate in the states of Rajasthan, Tamil Nadu,Kerala, Bihar, West Bengal and Jharkand.Projectsformba.blogspot.com 18

19. Projectsformba.blogspot.comRELIANCE COMMUNICATIONSReliance Communications has a reliable, high-capacity, integrated (Both Wireless andWireline) and convergent (Voice, Data and Video) digital network. It is capable ofdelivering a range of services spanning the entire infocomm (Information andCommunication) value chain, including infrastructure and services for enterprises as wellas individuals, applications, and consulting.RELIANCE INFOCOMReliance Infocomm will offer a complete range of telecom services, covering mobile andfixed line telephony including

broadband, national and international long distanceservices.SHYAM TELECOM LIMITEDShyam telecom is pioneer in Telecom Industry. It has revolutionized the industry withdevelopment of innovative products. Shyam group commenced its operations in 1974 tointroduce up-to-date telecommunication technology.SONY ERICSSONSony Ericsson mobile communications offers mobile multimedia consumer products forpeople who appreciate the possibilities of powerful technology.Projectsformba.blogspot.com 19

20. Projectsformba.blogspot.comSPICE TELECOMSpice telecom the brand name of spice communications limited is presently operatingcellular phone services in the states of Punjab and Karnataka. Considered as one of thebest providers of mobile telephony in India.TATA INDICOMTata teleservices ltd offers its products and services to customers across India under thename of "Tata Indicom". Tata teleservices limited is India’s leading private basic serviceoperator.TELEMATIC ENGINEERS (P) LTD.Established in 1993, the TEPL network spans across the central western India, withservice and distribution centres of its own. Since its establishment, TEPL has beenforemost in bringing global technology to the Indian market.TOUCHTELA Bharti group company offering landline, DSL in metrosVIDESH SANCHAR NIGAM LIMITEDVSNL incorporated on April 1, 1986 under the Indian Companies Act, 1956 to take overthe activities of the erstwhile overseas communication services (OCS). The companyoperates a network of earth stations, switches, submarine cable systems, and value addedservice nodes to provide a range of basic and value added services.Projectsformba.blogspot.com 20

21. Projectsformba.blogspot.comVODAFONE ESSARVodafone essar in India is a subsidiary of Vodafone group plc and commencedoperations in 1994 when its predecessor Hutchison telecom acquired the cellular licensefor Mumbai. Vodafone essar now has operations in 16 circles covering 86% of India’smobile customer base, with over 34.1 million customers.YOUR BILL BUDDYYour bill buddy.com is your one-stop solution for finding the best mobile plan in marketfor yourself. Also you can send free sms to your friends. ABOUT DOT:Projectsformba.blogspot.com 21

22. Projectsformba.blogspot.comDOT stands for department of telecom. It was started in the year 1992-93.The departmentis presently headed by Prof M.N. Srirangaraju, who is supported by a team of qualified &dedicated staff members.On the forefront of development & with the advent of technological revolution &quantum development in the field of electronics & communication due to myriadcomplexities of the e-world it was inevitable for the evolution of another field to make adistinct identity of its own. Thus the ball of development was set into motion & thetelecommunication field gradually assumed a role of pre-eminence which is shared byfew other engineering disciplines in the modern world.The Department established in the year 1992 emphasized in providing quality educationwith the practical aspects of learning given ample importance .The departmentencourages tech-savvy Projects which Whet the students appetite for technicalexploration.Projectsformba.blogspot.com 22

23. Projectsformba.blogspot.com TRAI:TRAI stands for Telecom Regulatory Authority of India. TRAI was established in theyear 1997 in pursuance of TRAI (Ordinance) 1997 which was later replaced by an act ofparliament to regulate the telecommunication services. Some of the majorrecommendatory, regulatory & tariff setting. FUNCTIONS OF TRAIFunctions of TRAI are to make recommendations on the need & timing for introductionof new service provider ensure compliance of terms & conditions of license,

effectivemanagement of spectrum, lay down the standards of quality of service to be provided bythe service providers & ensure the quality of service & conduct the periodical survey ofsuch service provided by the service providers so as to protect interest of the Consumersof telecommunication service, ensure effective compliance of universal serviceobligations notify the rates at which telecommunication services in India shall beprovided under this act etc.Recently in exercise of powers conferred by Provision(K) (1) of Section 2 of the TRAIAct, the Central Government, Vide Notification no S0 44(E) dated 9th January 2004, hasnotified Broadcasting & Cable services to be telecommunication service.Projectsformba.blogspot.com 23

24. Projectsformba.blogspot.com RECONSTITUTION:I (Amendment) Act, 2000 had led to reconstitution of the authority. It consists of oneChairperson, two full-time members & two part-time Members.The present composition of the authority is as follows:SHRI. NRIPENDRA MISRACHAIRPERSONSHRI A.K. SAWHNEYMEMBERSHRI R.N. PRABHAKARMEMBERPROF N. BALAKRISHNANPART-TIME MEMBERDR RAJIV KUMARPART-TIME MEMBERProjectsformba.blogspot.com 24

25. Projectsformba.blogspot.com SOME IMPORTANT & INTERESTING FACTS ABOUT VODAFONEVodafone is the third largest company in this country by market capitalization. This isremarkable because Vodafone is a relatively new company. Most of the other companiesin the FTSE 100(largest 100 companies in the UK) have been around considerably longer.Most people in this country instantly recognize the Vodafone logo and know what thecompany does. Vodafone supplies customers with mobile telephone facilities includingtext, games, music, mobile TV, and internet services. In 2005 Vodafone had around 16million UK customers, employed over 11,500 people across call centres, offices andretail shops.The NAS is less well-known. It is a national charity working with children, adults, andfamilies affected by autism, and those professionals who work alongside them. Autism isa complex life long developmental disability affecting an increasing number of childrenin the UK. The term autism covers a wide range of behavioral and communicationdifficulties. For example people with autism find everyday social interaction verydifficult.Their ability to develop friendships is generally limited as is their capacity to understandother peoples emotional expression. People with autism can often have accompanyinglearning disabilities but everyone with the condition shares a difficulty in making senseof the world.The NAS champions the interests of people with autism and provides servicesappropriate to their needs. Around 535,000 people in the UK have autistic spectrumdisorders and 2 million parents, carers and friends are affected. Understanding of thecondition remains limited.Projectsformba.blogspot.com 25

26. Projectsformba.blogspot.com HISTORY OF VODAFONE:Vodafone is the worlds leading international mobile communications company.Currently it has operations in 25 countries across 5 continents and 40 partner networkswith over 260 million customers worldwide. DURING 1980’SVodafone made the UKs first mobile call at a few minutes past midnight on 1 st January1985. Within fifteen years, the network was the largest company in Europe and thelargest of its kind anywhere in the world. By the turn of the century, almost every secondUK citizen had a mobile – and a third of them were connected to Vodafone.The Vodafone story is one of investment, innovation and award-winning customerservice. Above all, it’s one of growth and the ability to deliver the tremendous benefits ofmobile communications, not just in the UK but worldwide.1982•

The Racal electronics group wins its bid for the private sector UK cellular license. Itsets up the Racal telecoms division and names the new network ‘Vodafone’ to reflect theprovision of voice and data services over mobile phones. Based in Newbury, thecompany has less than 50 employees, all in one building.1985• The Vodafone analogue network is the first cellular network to launch in the UK, andthe first call is made from St Katherine’s dock in London to Newbury on 1 January 1985.1987• Vodafone is recognized as the largest mobile network in the world.Projectsformba.blogspot.com 26

27. Projectsformba.blogspot.com• Vodata is created as the ‘voice and data’ business to develop and market Vodafonerecall, the voicemail service.• Vodapage is launched, providing a paging network that covers 80% of the UKpopulation.1988• Racal telecomm plc floats on the London and New York stock exchanges.1989• Paknet is formed as a joint venture between Racal telecom and cable & wireless. VODAFONE DURING 1990’S:1991• Racal and Vodafone demerge. And the Vodafone group is listed as an independentcompany on the London and New York stock exchanges.• Vodafone and telecom Finland make the world’s first international roaming call.• Vodafone launches its digital (GSM) mobile phone service – the first in the UK.1992• Vodafone and telecom Finland sign the worlds first international GSM roamingagreement.1993• Vodafone group international is formed to acquire licenses and supervise overseasinterests.• Vodafone opens its first high street store.Projectsformba.blogspot.com 27

28. Projectsformba.blogspot.com1994• Vodata is the first network operator in the UK to launch data, fax and sms services overthe digital network.• Vodafone joins the global star consortium to develop and launch a low earth orbitingsatellite mobile phone service.1996• Vodafone is the first network operator in the UK to launch a pre-pay analogue package.• Per second billing on the digital network is introduced, as well as options to buy‘bundled’ minutes and make off-peak local calls to landlines.1997• Chris gent succeeds Sir Gerald Whent as chief executive officer of Vodafone group plc.1999• Vodafone air touch plc is created as a result of a successful merger between Vodafonegroup plc and air touch communications Inc.• On 5 January Vodafone connects the five million customers in the UK. VODAFONE DURING 2000’S:2000• The acquisition of Mannesmann Ag almost doubles the size of the Vodafone groupmaking it the largest mobile telecommunications company and one of the top tencompanies, by market capitalization, in the world.Projectsformba.blogspot.com 28

29. Projectsformba.blogspot.com• Vizzavi is launched, a 50/50 joint venture between Vodafone air touch and vivendinetto deliver a multi-access branded internet portal for Europe.• Vodafone acquires the largest available 3g license in the UK. In parallel with thedevelopment of 3g, Vodafone announces its intention to offer GPRS (general packetradio service) to UK corporate customers.• The global star satellite communications service is launched in the UK.2001• Vodafone introduces instant messaging to its networks.• Vodafone makes the world’s first 3g roaming call between Spain and Japan.2002• Vodafone trials its global mobile payment system in the UK Italy and Germany.• Vodafone launches the first commercial European GPRS roaming service.• The Vodafone group foundation is launched. The group and its subsidiaries plan tocontribute £20 million to community programmes, guided by the group social investmentpolicy.• Vodafone launches Vodafone live! & mobile office, two new

consumer and businesspropositions.• Arun Sarin is selected to succeed Sir Christopher Gent as Chief Executive of Vodafonegroup plc.Projectsformba.blogspot.com 29

30. Projectsformba.blogspot.com2003• Vodafone live! attracts 1 million customers in its first six months.• Orange, telefonica moviles, t-mobile, and Vodafone form a new association to driveinteroperable mobile payments.2004• Vodafone launches its first 3g service in Europe with the vodafone mobile connect3g/gprs data card.• Vodafone live! With 3g is launched in 13 markets.2005• Vodafone simply is launched, giving customers new, easy-to-use voice and textservices.• Vodafone introduces passport, a new voice roaming price plan.2006• The number of Vodafone live! Customers with 3g reach 10 million.Projectsformba.blogspot.com 30

31. Projectsformba.blogspot.com MANAGEMENT OF VODAFONE NEW CEO OF VODAFONE: VODAFONE ANNOUNCES NEW CHIEF EXECUTIVEVodafone group plc today announces that, after five years in the role, Arun Sarin will beretiring as chief executive at the end of the company’s AGM on 29th July 2008. He willbe succeeded by deputy chief executive Vittorio Colao.Arun Sarin became chief executive in July 2003 and over the last five years has led thecompany through a period of significant change, both strategic and organizational. Underhis leadership Vodafone has developed and implemented a new strategy to become a totalcommunications company, which is already delivering results. As part of its strategyVodafone has also expanded into emerging markets including Romania, Czech Republic,Turkey, and most recently, India where Arun Sarin led the acquisition of Hutchison essar,which is the largest foreign investment made in the country.In portfolio management, during this time the company also disposed of its businesses inJapan and Sweden, together with interests in Switzerland and Belgium. In Europe thenew strategy has delivered innovative products, improved revenue and significant costreduction.Organizationally the company has been structured to take advantage of its significantglobal footprint by becoming an integrated business with a clear distinction betweenglobal and local activities.During his time as chief executive the company has also grown its proportionatecustomer base from 120 million to more than 260 million globally and over this periodVodafone has consistently delivered strong results. Returns to shareholders over thisProjectsformba.blogspot.com 31

32. Projectsformba.blogspot.comperiod have also been very positive with dividends increasing from 1.69p to 7.51p, anincrease of more than 400%. He has also built a new senior management team and takenthe lead on major industry issues, including mobile broadband and internet services. COMMENTING, CHAIRMAN SIR JOHN BOND SAID:“Arun has done a tremendous job as chief executive. He has led the company withdistinction and navigated Vodafone through a period of rapid change. He has developed anew strategy for the business and significantly expanded our footprint in emergingmarkets. The acquisition in India was very well timed and executed. The board has agreat deal to thank him for and i would like personally to thank him for all he has donefor the business and wish him and his family all the best for the future. In Vittorio Colaowe have a fine successor and I am looking forward to working with him in his new role.” ARUN SARIN SAID:“It has been a privilege to lead Vodafone for the last five years and to have been involvedin the company for such a long time. I feel that I have accomplished what i set out toachieve, particularly in developing and implementing a new strategy. I am very proud ofwhat Vodafone and its 71,000 people have achieved and

the good momentum we have inthe marketplace. I know that the business is in capable hands with Vittorio Colao. Havingworked with him for many years I know that he has the experience and vision to takeVodafone on to future success.”Vodafone group plc also announced today that non executive directors Michael Boskinand Jurgen Schrempp will not be seeking re-election at the AGM. Michael Boskin joinedthe Vodafone board in 1999 on Vodafone’s merger with air touch communications inc,having served for a number of years previously on the air touch board. Jürgen Schremppbecame a director of Vodafone in 2000 when Vodafone completed its acquisition ofMannesmann, having been a member of Mannesmann’s supervisory board before then.Projectsformba.blogspot.com 32

33. Projectsformba.blogspot.comSir John bond said: “I would like to thank Michael and Jürgen for their contributions andfor the different and important perspectives each has brought to our board. Both haveserved with distinction and i am very grateful for their tireless work on our boardcommittees, especially Michael’s chairmanship of the audit.Committee. Jürgen has, at one time or another, been a member of each of our principalboard committees. We wish them both well in the future.” ARUN SARINArun Sarin, aged 53, graduated from the Indian institute of technology with a BS inengineering in 1975. In 1978 he gained a MS in engineering and a MBA from theUniversity of California, at Berkeley.He started his career as a management consultant before moving, in 1984, to pacificTelesis group in San Francisco. Commencing in corporate development, he wasinstrumental in the company acquiring the first cellular licenses in the us as well aswinning the first cellular license in Germany and a PCN license in the UK. He wassubsequently appointed CFO and chief strategy officer at pacific bell, before moving onto become vice president and general manager, San Francisco bay area telephonecompany, a pacific bell division with 12,000 employees.Following the demerger from pacific Telesis of the mobile and paging businesses to formair touch communications, Arun was appointed senior vice president corporate strategyand development where he developed and implemented a growth strategy encompassingpartnerships and acquisitions, which included the merger with us west’s wirelessbusiness.Projectsformba.blogspot.com 33

34. Projectsformba.blogspot.comOn becoming president and CEO, air touch international, Arun was responsible for theacquisition of wireless licenses in several overseas territories and establishing themanagement teams of these new ventures.He then became president of air touch communications where he was responsible formanaging the cellular and paging operations in 14 countries and was a key negotiator inthe successful merger of air touch with Vodafone group plc. Within the combinedbusiness, Vodafone air touch plc, he was appointed CEO US/Asia pacific region,managing the group’s operations in the US, Asia and Australasia. In addition, he headedthe global mobile internet division, responsible for the introduction of wireless internetservices.In 2000, with the successful merger of Vodafone air touch’s us businesses with those ofbell Atlantic and GTE to form VERIZON wireless, arun, whilst maintaining a non-executive directorship of Vodafone air touch plc, became CEO of info space, a providerof mobile internet content and directory services.In 2001 he joined ACCEL-KKR telecom; a telecom investment and managementbusiness, where he evaluated numerous opportunities in the telecommunications industryaround the world and oversaw the acquisition of bell Canada’s yellow pages business.In April 2003 he became CEO

designate of Vodafone group plc and assumed the post ofchief executive on July 30th 2003.Prior to becoming chief executive, Arun had been a non-executive director of the GAPInc, the Charles Schwab Corporation and Cisco systems inc. In July 2005, he wasappointed to the court of directors at the bank of England.Projectsformba.blogspot.com 34

35. Projectsformba.blogspot.com Vittorio ColaoVittorio Colao, aged 46, was appointed chief executive, Europe and deputy group chiefexecutive of Vodafone group plc in October 2006.Vittorio holds a business degree cum laude from Bocconi university and an MBA withhonors from the Harvard business school.Between 2004 and 2006 he was chief executive officer of RCS media group in Milan, aleading media group, publishing newspapers, magazines and books in Italy, Spain, andFrance.Prior to that, Vittorio held the post of regional CEO, south Europe, Middle East andAfrica, of Vodafone group plc, and he was an executive director on the main board.Before the Vodafone acquisition, Vittorio was COO and CEO of Omnitel Pronto Italia,now vodafone Italy.Vittorio spent the early part of his career (1996-98 and 1991-96) at Mckinsey & co,where he was a partner in the Milan office, working on media, telecommunications andindustrial goods. He headed the finance practice, and was responsible for the officerecruiting of consultants.Vittorio worked in 1989/1990 for Morgan Stanley investment bank division, in London,and Mondadori, the Italian publisher.Vittorio has been a non-executive director andmember of the remuneration committee of Ras insurance, then listed on the Milan stockexchange (now merged with allianz se), and was previously a non-executive director andchairman of the remuneration committee of Finmeccanica,Projectsformba.blogspot.com 35

36. Projectsformba.blogspot.com CHAPTER IVPRODUCTS & SERVICES OFFERED BY VODAFONE: PRODUCTS CATEGORY:1.CHARGERS:Stay connected wherever you are with the nokia travel charger. Its handy when yourecamping, flying or on the go. Its also ideal if you forget to keep your phone fullycharged.With most nokia phones now packing cameras, organizers and email, this nifty gadgetwill come in handy for more than just talking. And because its small, you can pack it inyour bag and forget about it - until you run out of juice.Projectsformba.blogspot.com 36

37. Projectsformba.blogspot.com2.CONNECTIVITY:Get a great signal at home - without leaning out of the window - thanks to the Vodafoneaccess gateway.The gateway simply plugs into your broadband line, boosting your 3g signal rightthrough your home. Its also small, so youll hardly notice its there. Want to share yoursignal with friends and family?If theyre on Vodafone you can - up to four people can use the gateway at once.Vodafone access gateway works with any 3g phone. Youll also need a home broadbandline, with a minimum speed of 1mbps.The Vodafone access gateway is also available from just 290 RS a month with select paymonthly offers; please pop into a store for more information.Projectsformba.blogspot.com 37

38. Projectsformba.blogspot.com3.HEADSETS & HEADPHONES:Get a great signal at home - without leaning out of the window - thanks to the Vodafoneaccess gateway.The gateway simply plugs into your broadband line, boosting your 3g signal rightthrough your home. Its also small, so youll hardly notice its there. Want to share yoursignal with friends and family?If theyre on Vodafone you can - up to four people can use the gateway at once.Vodafone access gateway works with any 3g phone. Youll also need a home broadbandline, with a minimum speed of 1mbps.The Vodafone access gateway is also

available from just 290 a month with select paymonthly offers; please pop into a store for more information.Projectsformba.blogspot.com 38

39. Projectsformba.blogspot.com4.FLEX ARM CRADLE:Talk in your car - while your hands stay firmly on the wheel. The Vodafone car cradle isdesigned for any handset. Just attach the suction cap to your windscreen, or clip thecradle to your air - vent. No mess. No tools. No hassle.Once the cradles attached, twist the bendy arm for the perfect position. Its as easy asthat. Simple and safe, the must-have accessory is, at just 567 RS, very affordable too.Projectsformba.blogspot.com 39

40. Projectsformba.blogspot.com5.MEMORY CARDS:When you need to pack even more into your phone, choose the sandisk 4 GB micro sdmemory card. It has the same dimensions as the 2 GB card, but lets you carry loads moretunes and photos.With space for up to 1,000 tracks, theres enough room in this tiny device for all yourfavourites. You can also store, view or transfer photos and video clips - safely and easily.Slim, powerful and ultra compatible, the 4 GB micro sd memory card is the idealcompanion for your phone.Projectsformba.blogspot.com 40

41. Projectsformba.blogspot.com SERVICES:Vodafone’s new telecoms management service - simplifying the management of fixedand mobile telecoms services.Vodafone Global Enterprise- – The division of Vodafone which manages thecommunications needs of the largest multinational companies worldwide – announces thelaunch of Vodafone telecoms management, a new service which combines and simplifiesthe management of fixed and mobile telecoms.Vodafone telecoms management is a fully hosted service designed to remove theoperational complexity of managing the telecoms environment for multinationalbusinesses.Underpinned by Vodafone’s global support and service level agreements, the service willgive multinationals greater visibility and management control over their telecomsexpenditure, as well as improve the quality of service delivered to employees.The offering will also deliver a single, online management view of both their fixed andmobile telecoms services. Vodafone consultants will work with customers to assess andscope their current telecoms vendors and services, then develop a management planaimed to deliver greater efficiency and reduce costs.Projectsformba.blogspot.com 41

42. Projectsformba.blogspot.com ADDITIONAL KEY FEATURES INCLUDE: • A single online view of spend across all telecoms providers • Full visibility of telecoms assets such as mobile and fixed devices • Ability to control and manage mobile devices • Capability to secure, lock and remotely wipe mobile devices • Visibility of telecoms vendor contracts and the current contract statusThe online management portal is tailored to each organization to ensure that it interfaceswith their existing company processes. For example, the service provides an employeeself-service portal, enabling employees to order new mobile devices and update theirprofiles. The process of ordering a device and the type of device that an employee isallowed to order will be in line with each company’s set approval guidelines, policies andwork flows.“In this tough economic environment our customers are urgently seeking ways to reducecost and simplify their processes,” said Nick Jeffery, director, Vodafone globalenterprise. “Very few global organizations have a complete and accurate view of theirfixed and mobile telecoms landscape. Our telecoms management service has beendeveloped in direct response to this need.”Projectsformba.blogspot.com 42

43. Projectsformba.blogspot.com INTERNET: MOBILE BROADBAND: MOBILE BROADBAND VIA YOUR PHONEFeel the freedom. Use the internet your way – with

full access to VOIP services likeSKYPE™, and peer to peer services like file sharing.With mobile broadband via your phone, you get a whopping 5 GB each month. Simplyuse your phone as normal – and if you have a 3g phone, connect it to your laptop to turnyour phone into a broadband modem.Before you get started, you might need to make a few changes to your phone’s settings –your user manual will have all the details. Add mobile broadband via your phone – for £20 a month • 5gb a month – ideal for big downloads • VOIP and peer to peer services – get full access to SKYPE™, file sharing and lots more • One plan for everything – you don’t need a separate USB modem device. Just use your phone insteadProjectsformba.blogspot.com 43

44. Projectsformba.blogspot.com HOMEBROADBAND:Vodafone home broadband gives you high-speed internet access and inclusive anytimelandline calls for just 812 RS a month.With no hidden catches, our customers say its better value than their previous homebroadband package.What do I get? • Super fast broadband connection (up to 8mb) with unlimited usage • Inclusive calls to UK landlines any time • 25% off calls to UK mobiles • Free UK-based telephone support 24/7 • Broadband modem and micro filters includedAll for just 812 Rs per month.30-Day money back guaranteeWe’re so confident Vodafone at home is better value for money than your currentbroadband package, we’ll give you a 30-day money back guarantee. Call us to find outmore.What about VAT? Costs shown include vat at 17.5%. Dont worry; youll only be charged vat at 15% -while that rate remains.Projectsformba.blogspot.com 44

45. Projectsformba.blogspot.comPRICING STRATEGIES :A: MONTHLY PRICE PLANSB: PAY AS YOU DO PLANSC: CALL CHARGES WHILE GOING ABROADD: PAY MONTHLY CALL CHARGESE: BUSINESS CALL CHARGESProjectsformba.blogspot.com 45

46. Projectsformba.blogspot.comMARKET SHARE OF MOBILE OPERATORS IN INDIA:2002-2008Projectsformba.blogspot.com 46

47. Projectsformba.blogspot.comVODAFONE TOP’S THE LIST IN THIS CATEGORYABOUT THE MOST POPULAR VODAFONE ZOO-ZOOS:Projectsformba.blogspot.com 47

48. Projectsformba.blogspot.com SOME INTERESTING FACTS ABOUT ZOOZOOS:On first look, these “Zoo Zoos” in Vodafone TV ads may resemble animated cartooncharacters with an alien look or simply a stupid egg-head character with disproportionalwhite bodies and black dots for eyes and mouth.But the interesting part is that Zoo Zoos are not animated characters but are actually slimwomen actors from local Mumbai theatres, dressed in white costumes that are stuffedwith foam to portray the characters.These characters are named Zoo Zoos, and are created by O&M. These ads were directedby Prakash Varma and were launched during the ongoing IPL 2 series.They are human beings who were made to wear body suits. “the design of the charactersis such that one gets fooled into thinking it is animation,” shrugs Rao, which was indeedthe very illusion that had to be created. “in a sense, it is ‘live’ animation!” He quips,referring to the fact that it was all shot live.To create large heads they used a material called Perspex, which was again stuffed withfoam. Also, they casted only women and children to play the zoo zoos so that the thinhands and legs made the heads look even bigger. SPONSORSHIPVODAFONE’S PARTNERSHIP WITH MCLAREN MERCEDESSERIES:Projectsformba.blogspot.com 48

49. Projectsformba.blogspot.comAs title sponsor and official mobile partner of the ‘Vodafone Mclaren Mercedes’ team,Vodafone is raising its association with Formula 1 to the ultimate level. Wehave committed to a long-term agreement, starting in 2007.The sponsorship demonstrates Vodafone’s ongoing commitment to the Formula 1 worldchampionship, a sport which continues to deliver massive global television coverage andwhich has significant appeal for Vodafone’s consumer and business customers around theworld.The title sponsorship including the team name ‘Vodafone Mclaren Mercedes’ and‘official mobile partner’ of the team gives Vodafone; dominant title sponsorship brandingon the cars, drivers and pit crews overalls and helmets.As we enter into this exciting new partnership the associative rights acquired provideunique opportunities that will continue to raise brand awareness through the team nameand branding. The team partnership delivers a powerful integrated marketing platformthrough advertising, hospitality, mobile content, handset offers and promotions andthrough innovative activation will encourage preference and loyalty amongst Vodafone’scustomers. VODAFONE WITH UEFA CHAMPIONS LEAGUE:Vodafone is in its second season as official partner and official mobile network of theUEFA Champions’ League, the worlds largest annual football competition.Vodafone is delighted to be at the forefront of Europe’s premier club competition. Afterthe successes of last seasons UEFA champions league sponsorship and the agreementsannounced in April to sponsor the UEFA cup final and UEFA super cup, Vodafone islooking forward to strengthening its position as a brand passionate about the beautifulgame.Projectsformba.blogspot.com 49

50. Projectsformba.blogspot.comThe UEFA champions’ league is the worlds greatest club football competition. Duringnine months of every year, Europe’s top 32 clubs battle it out for the trophy that provestheyre the best of the best. Its a sponsorship that delivers considerable value to Vodafoneand is highly relevant to most of the Vodafone operating companies.Football is the most popular sport in the world. Huge numbers of Vodafone customers arepassionate about football - and sponsorships help to convert this passion into a businessrelationship.The partnership enables Vodafone to deliver content including video highlights packagesand goal alerts from all UEFA champions league matches to football fans on theVodafone live! With 3g consumer service. VODAFONE TIE-UP WITH RADIO CHANNEL FEVER 104:Vodafone tied up with Radio channel FEVER 104 wherein the channel provides withcash prizes of upto 1 lakh or more which is another promotion strategy adopted byVodafone which was a success. VODAFONE SPONSOR OF ENGLAND CRICKET TEAM:As our sponsorship of the England cricket team comes to a close, we’ve got animpressive line up to celebrate the 12th and final year of the partnership. This summerEngland will once again embark on the quest for victory in the ultimate test of anyEngland cricketer as they take on Australia in the Npower ashes series; and as aVodafone customer, you can be with us the whole way.Projectsformba.blogspot.com 50

51. Projectsformba.blogspot.com VODAFONE SOUNDBITESVodafone sound bites explore every aspect of the global music scene. Featuringinternational artists’ interviews at gigs and festivals, bands’ fantasy group line-ups, pre-show rituals and performers describing their first time on stage, the programme brings anauthentic behind the scenes insight into the world of music.Vodafone sound bites is available on tv, via a website (www.mtv-vodafonesoundbites.com) and on mobile (wap.mtv-vodafonesoundbites.com)

as a seriesof twenty one, three minute shows. The website and mobile service carry additionalfootage, as well as editorial and news elements.Uniquely the programme is available in seven languages on MTV in Germany, Hungary,the Netherlands, Portugal, Romania, Spain, Turkey, the UK and Ireland, Australia, NewZealand and on the mtv European feed, covering sixteen countries!EFFORTS TAKEN TO BOOST SALES BY VODAFONE(THE ZOO ZOO SERIES):Vodafone’s new series of advertisements feature lovable white, large-headed creaturesthat have attracted more than 28,500 fans on face book. “They are so cute,” “they remindme of Casper who was my favourite cartoon.”Projectsformba.blogspot.com 51

52. Projectsformba.blogspot.comBut for all those who think the zoo zoos are animated, here’s the shocker: they are realpeople in costume.Rajiv Rao, Executive Creative Director (South Asia) of Ogilvy & Mather, the agency thathandles Vodafone advertisements, said: “we wanted to make real people look asanimated as possible.”Bangalore-based nirvana films shot the ads in Cape Town, South Africa, just in time forIPL. Said Prakash Verma, nirvana’s owner and director of the zoozoo campaign: “our actors were small-bodied, thin womencovered in layers of white fabric. Each facial expression was made of rubber and pastedon the actors.”In about 10 days, O&M completed the campaign shooting two-three films a day, eachselling a product or a service offered by Vodafone. A dozen more films are expected asthe league progresses.Projectsformba.blogspot.com 52

53. Projectsformba.blogspot.comThe characters, which look like distant cousins of the Pillsbury dough boy, were enactedby professional ballet artists in white body suits. “What makes them so endearing is thatthey are innocent people living in a simple world unlike ours, who laugh loud when theylaugh. And who seem to be in an in-between world of animation and reality,” said Mr.Rajiv Rao, executive creative director, O&M.A film shot at 20 frames per second made the zoo zoo’s movements hurried and comical.Of the 29 different zoo zoo ads created for the IPL, there will be a new one everyday. CUSTOMER RELATIONSHIP MANAGEMENT VODAFONE LAUNCHES PHONES FOR THE POORFrom now onwards millions of people all through the world could access mobile phonesfor the first time with the release of Vodafone’s first ultra-cheap own-branded phones. Itis said by the company that these phones are cheap enough for poor people to have. Plusthe Vodafone 125 and 225, released recently, are aimed at expanding the availability ofaffordable mobile phones in increasing markets.The mobile phones have been produced for Vodafone by Chinese manufacturer ZTECorporation - the first handsets resulting from an agreement between the two companiesannounced in December. They will come into view first on Vodafone networks in Egypt,Romania and South Africa. The Vodafone 125 and 225 are reported to be consisting witha similar set of basic features, although the 125 has a monochrome display whereas the225’s display is colour.Vodafone is also planning to open access to mobile services for more people in countrieswhere mobile networks are the most viable and cost-effective communications serviceavailable. The phones are said to be coming with the price tag of around 1200-2500.Projectsformba.blogspot.com 53

54. Projectsformba.blogspot.comHAPPY TO HELP:This is an online 24*7 helpline service for the customers of Vodafone. Thisprovides help to the customer queries related to the products & services likeVAS, talktime, recharge & etc.CUSTOMER CARE CENTRE:This is one of the best way of maintaining a healthy customer

relationshipadopted by VODAFONE. They have their own customer care centre’s allover India wherein the customers directly come to the centre’s regarding theproblems they face related to the products & services.INTRODUCTION OF I PHONE 1 OF THE BIGGEST EVENT INTHE HISTORY OF INDIAN TELECOM:Projectsformba.blogspot.com 54

55. Projectsformba.blogspot.com“We are delighted to announce that the iphone 3g will be available in India from august22, 2008. It will be available in 8gb & 16gb models, priced at Rs 31,000 and Rs 36,100respectively. ”And this is just the cost of apple hardware - you will have to pay extra for data and voiceplans. Airtel will also introduce iphone on the same date but I don’t think if an iphone 3gis worth that kind of money.Now that Vodafone officially announced the price of iphone, a local rep. Shared detailsabout the different tariff plans available for Vodafone customers of iphone in India.Unlike blackberry, Vodafone offers no "unlimited data" plan for iphone users. Thatmeans if you exhaust your monthly data usage limit, be prepared to shell out an extra Rs5 per mb of data exchanged.Projectsformba.blogspot.com 55

56. Projectsformba.blogspot.comThe monthly rent for iphone will range from Rs 500 to Rs 1000 depending on yourinternet requirements. The lower plan will provide you with 50 mb of free data usagewhile the upper 1000 plan provides 600 mb of data usage.The above plans are for customers with a postpaid connection.If you want to go for a prepaid iphone connection, there’s a iphone data card available fora monthly rent of Rs 100 but without any free data usage.The sms and local / std call charges on iphone will more or less be the same as existingtariffs offered by Vodafone.Let’s do some maths. If you are heavy web user, the overall cost would work somethinglike this - Rs 36000 (for handset) + Rs 12000 (yearly rent) + call charges + extra datacharges + taxes.Contrast that with a blackberry curve from airtel - Rs 23000 (for headset) + Rs 6000(yearly rent with unlimited data) + call charges + taxes. VODAFONE’S TIE-UP WITH B.E.S.T & RAILWAY’S:Projectsformba.blogspot.com 56

57. Projectsformba.blogspot.comAs a part of the customer relationship management Vodafone came out with a uniqueplan of providing its customers with utmost ease of paying their bills on the railwayplatforms & in the buses. The customers were have to visit the respective centre’s of theirarea to pay the bills which was time consuming & required some effort. Because of theinitiative taken by Vodafone postpaid customers are very much relaxed that they do nothave to visit the respective centre’s to make the payment. COMPARISN BETWEEN VODAFONE & LOOP MOBILE LOOP MOBILE:Loop mobile strives for customer satisfaction and business success in the telecom servicefield. Apart from offering prepaid, post-paid, roaming, voice sms and push mail servicesin the wireless industry, this mobile service company also provides other values-addedservices. The communications service company gives an itemized bill, which a detailedbill is accounting the outgoing calls, sms, subscribed services and other such details.The customer of the mobile service company also gets missed call alerts through smsalerts, when the phone is switched off or is out of the coverage area/range. Mobile answerphone service or voice mail service is available for customers not able to attend calls, andif activated allows the caller to record his/her message. Call conferencing is also offeredby bpl communication, which a conference between two or more persons.Other services such as clip, which identifies the caller; popular roaming, which allowsspecial roaming without any deposit in India and STD/ISD facility to

makenational/international calls are provided by the mobile service company. EmergencySTD/ISD services, which provide access to STD/ISD calling without any deposits for 20minutes, clir to secure the customers’ numbers from being reflected on caller’s mobileand fax/data and internet options are also the other value-added services offered by thecommunications service company. BPL communication offers national roaming thatProjectsformba.blogspot.com 57

58. Projectsformba.blogspot.comallows the customers to get incoming calls while traveling in India and internationalroaming to get incoming calls while traveling outside India.Offers post-paid, prepaid, roaming, voice sms and push mail services. The post-paidservice offered by the mobile service company has several plans to attract customers.These plans include PAISA VASOOL on BPL mobile at reduced call rates, sms andmms, talk more with BPL mobile, which is a group plan for the family and friends atreduced call rates, national family and friends, which offers 60 per cent discount on stdairtime for calls to any one mobile number and night plan.Under the prepaid scheme, the communications service company offers MOTS RCC 399with outgoing calls free on BPL and zone advantage, which allows the customer to pickany of the 15 zones, like home, office, college and so on, in order to enjoy some specialprivileges of calling and sending sms. The night pack allows customer to make calls atminimum rates and the sms bundle pack is offered by BPL communication at very lowrates. Roaming with MOTS allows one to subscribe for national and internationalroaming.E-mails may be unanswered in the inbox and in the present competitive world, quickdecision are highly essential. The push mail offered by the mobile service companyallows one to access mails even while traveling. The push mail supports Microsoftexchange, lotus notes, SMTP and imap/pop3 servers. PROBLEMS FACED BY LOOP CUSTOMERS: BILLING PROBLEMS:Projectsformba.blogspot.com 58

59. Projectsformba.blogspot.comI have 2 mobile numbers from bpl mobile. I have given auto pay from my credit card soas to there is no delay in bill payment. This was working fine till November 06. SinceDecember every time bpl comes back saying that my bank declines the payment i hadcheck with my bank they are saying that my card is in active mode has large limit thanbpl mobiles bill still bpl disconnects my connection. This has happened 5-6 times. I havea confirmation from my bank that there is no problem in my card. I have written to bpl atleast 10times but none of their senior level people looked in this I am suffering evenmonetary losses due to this & frustration. It feels like they want to harass you. I have veryclean record of bill payment & not even a late payment as I have always kept my billpayment on auto pay. I have submitted this auto pay to their Malad gallery but I don’tknow why their operations dept or customer care dept are not able to solve this. Mysincere request to all new mobile connection buyers to read through my complaint. BY AJAY PATANKARREDUCING BALANCE WITHOUT ANY CONFIRMATION:I was in Germany for about two months during which barring one or two numbers no onecould reach me despite activating international roaming on my cell. This caused a lot ofinconvenience and I had to pay additional money to make phone-calls.But then on 9th November suddenly my balance went off from Rs. 2,500 to a negativebalance after sending and receiving one sms. I logged a complaint on the online systemfor which i receive two apparently unique complaint numbers doc-c-11117465 and doc-c-111121812 which itself speaks a lot about the complaint management system.Projectsformba.blogspot.com 59

60. Projectsformba.blogspot.comAfter returning when I called the absolutely useless help desk and explained the situationto several executives over and over again, they finally gave me the two numbers onwhich apparently i had spoken. I tried both these numbers here locally from my land line-one number is out of service and the other is a fax line. First of all i could not receive anycalls while i was in Germany and then these numbers that were given by the help desk arenot even functional numbers.I am really annoyed now and its getting worse cause today I have had another debit of Rs.99 for activating an inactive international roaming. BY D.RANADE BAD SERVICE:I am prepaid subscriber , I had given my documents 3 days back , after that they send mea message your request could not proceeded please call mobile assist 0n 555, after thatlast night they suspended my both prepaid line , when i visit Mahim gallery they saidsignature is not there on application form , I signed on application & they promise methat my line will be activated within an hour but still it is suspended so please i request donot use BPL mobile. Now i have already taken airtel card & i am not going to use bplanymore. Airtel & Vodafone is best. COMMENTED BY SHAILESH PATIL PROBLEMS FACED BY VODAFONE CUSTOMERS:Projectsformba.blogspot.com 60

61. Projectsformba.blogspot.comAnyone experiencing problems with Vodafone today, no sms and cannot receive anycalls, cannot get through to CS.ChrisNo problems in derby. Could be a local problem. FUTURE OF VODAFONE:Projectsformba.blogspot.com 61

62. Projectsformba.blogspot.com VODAFONE SUGGESTS FUTURE ANDROID PHONE:Vodafone have confirmed that their currently looking at developing more android phonesto complement their new HTC magic handset, and that some future android devices couldappear without google.In an interview with techradar.com, Vodafone’s Rachel Williams revealed that whilst theHTC magic arise bundled with all the well-known google services future androidhandsets may feature a basic package allowing networks to integrate their own clients’software instead.Williams also went onto confirm that more Vodafone android phones were likely in thefuture, “we are looking at other android devices by joining the open handset alliance itshows our commitment (to ranging other devices using Androids)”. VODAFONE APPLICATION STORE COMING SOON: Vodafone on May 12TH 2009 announced plans to open their own applicationstores for third party application that will be made available across a wide variety ofmobile platforms VODAFONE COMPLETES HUTCH ACQUISITION:On day when Indian conglomerate Essar threatened legal action against Hutch-Essar dealVodafone’s CEO Arun Sarin met Communications & IT Minister Dayanidhi Maran &briefed him on the company’s future plans for India.Projectsformba.blogspot.com 62

63. Projectsformba.blogspot.comThe British telecom major won the bid to acquire the stake of Hutchison Telecom inIndia’s fourth largest mobile operator Hutch – Essar.Essar sources said the company is considering legal action over the deal on account of itbeing ignored in taking key business decisions.Essar is concerned over Vodafone’s moveto forge ahead with plans like networks sharing without consulting it first. “This is just the beginning Maran told PTI about the Hutch-Vodafone deal. India’stelecom growth story is really interesting. Once the tele-density crosses 25 per cent, thegrowth curve will become even steeper.Maran hoped that the number of mobile users in India which is currently 150 millionwould touch 250 million by end of 2007 & 500 million mark in the next 3 years.Projectsformba.blogspot.com 63

64. Projectsformba.blogspot.com Research MethodologyMethod used: Case studyA Case study was conducted on Vodafone and vodafone’s rebranding strategies in Indiafrom Hutch to Vodafone.I used newspapers and various other sources to study the case.Ittook around 40 days for me to study and analyse the case.A Case study can be defined as a careful study of some social unit (as a corporation ordivision within a corporation) that attempts to determine what factors led to its success orfailure.Rather than using samples and following a strict set of rules to examine limited numberof variables, case study methods involve an in-depth, longitudinal examination of a singleinstance or event: a case. They provide a systematic way of looking at events, collectingdata, analyzing information, and reporting the results. As a result the researcher may gaina sharpened understanding of why the instance happened as it did, and what mightbecome important to look at more extensively in future research.Projectsformba.blogspot.com 64

65. Projectsformba.blogspot.comA CASE STUDY ON VODAFONE’S REBRANDING STRATEGIESIN INDIA:HUTCH TO VODAFONE Launch of Vodafone EssarVodafone is the world’s leading international mobile communications company. Itpresently has operations in 25 countries across 5 continents and 40 partner networks withover 200 million customers worldwide. Vodafone has partnered with the Essar Group asits principal joint venture partner for the Indian market. The Essar Group is a diversifiedbusiness corporation with interests spanning the manufacturing and service sectors likeSteel, Energy, Power, Communications, Shipping & Logistics and Construction. TheGroup has an asset base of over Rs.400 billion and employs over 20,000 people.Vodafone Essar was launched in India on 21st September 2007. Vodafone was welcomedin India with the “Hutch is now Vodafone” campaign. The popular and endearing brandHutch was transitioned to Vodafone across India. This marked a significant chapter in theevolution of Vodafone as a dynamic and ever-growing brand. This brand unveilednationally through a high profile campaign covering all important media.Vodafone, the world’s leading mobile telecommunication company, completed theacquisition of Hutchison Essar in May 2007 and the company was formally renamedVodafone Essar in July 2007. The transition from Hutch to Vodafone is probably thelargest brand change ever undertaken in this country and arguably as big as any in theworld. It is even larger than Hutch’s own previous brand transitions. The migration fromHutch to Vodafone was one of the fastest and most comprehensive brand transitions inthe history of the Vodafone Group, with 400,000 multi brand outlets, over 350 VodafoneProjectsformba.blogspot.com 65

66. Projectsformba.blogspot.comstores, over 1,000 mini stores, over 35 mobile stores and over 3,000 touch-pointsrebranded in two months, with 60% completed within 48 hours of the launch.The Vodafone mission is to be the communications leader in an increasingly connectedworld – enriching customers’ lives, helping individuals, businesses and communities bemore connected by delivering their total communication needs.Vodafone’s Marketing Strategies: Hutch to VodafoneVodafone’s new advertising campaign in India carried on with the same popular pug thathas become a brand ambassador for Hutch. ‘Where ever you go, our network follows,’was the previous slogan with the pug following the child wherever he goes. Now, withHutchison Essar becoming part of the Vodafone Group, the new campaign had startedwith Vodafone Essar earmarking Rs. 2.5 billion on the transition from Hutch toVodafone. The main message of the brand transition exercise: The new Vodafone is thesame old Hutch. In the

advertisement, the pug sees a new home when it returns after anouting and feels the change is better. The new catch phrase will be ‘Make the most ofnow.’Vodafone had tied up with Star India to run a complete roadblock of its fresh campaignon the entire network by unveiling the 24-hour nationwide rebranding campaign.Vodafone used all of the commercial airtime across all 13 channels in five languages(Hindi, Tamil, Bengali, Marathi and English) from 9 pm on 20 September to 9 pm onSeptember 21. This exercise included TV commercials, transition bumpers and contestspots to promote the Vodafone Essar brand. Commercial spots had also been purchasedon Sony.Conventionally awareness for a new brand takes some time to build. However, Vodafonewanted to achieve this task at the shortest possible time. Hence, Maxus and Star Networkworked closely to address this challenge and came up with the idea wherein during theday of the launch a complete roadblock on the Star Network channels wasconceptualized. Considering that the Star Network is the lead network in India, this wasthe most apt platform for Vodafone launch. This strategy helped not only in achievingbuild rapid brand awareness but also breaks the clutter during such an important launch inthe most happening category – telecom. This is a first of its kind mega media initiative inIndia by any brand. While the campaign was heavy on television, it also included allother media vehicles. The print campaign kicked off on 21 September, a day after thetelevision splash.While the brand campaign had been addressing the transformation, the Company, on theother hand was swiftly preparing for a price war in the Indian telecom space. Indeed, itwas preparing to provide mobile handsets to new subscribers at ultra-cheap prices,ranging from about $19 to $25.Projectsformba.blogspot.com 66

67. Projectsformba.blogspot.comVodafone Essar launched low priced cell phones in India under the Vodafone brand, andalso co-branded handsets sourced from major global vendors. By bringing in millions oflow-cost handsets from across the globe into India, Vodafone Essar distributed bundledhandsets through its existing 400,000 distribution outlets. By flooding the market with itslow-cost handsets, Vodafone also became a mass mobile phone brand like Nokia,Samsung, Motorola, and Sony Ericsson in addition to continuing as telecom servicesprovider.Previously, similar handset-driven expansion strategies to grow subscriber bases wereadopted by CDMA players, like RCOM and Tata Teleservices. Vodafone is the firstGSM operator to follow suit.The Vodafone mission is to be the communications leader in an increasingly connectedworld – enriching customers’ lives, helping individuals, businesses and communities bemore connected by delivering their total communication needs. Vodafone’s logo is arepresentation of that belief – The start of a new conversation, a trigger, a catalyst, a markof true pioneering.Vodafone’s Advertising Strategies: Hutch to VodafoneAdvertising is probably one of the most frequently used vehicles for Rebranding, as it isfairly easy, flexible and quick to change. It is a powerful way of reaching a broad ortargeted audience quickly and is effective at signalling a change in positioning, howeverreal or broad that may be. There are many examples of where advertising has eitherrepositioned or strengthened brands, other good examples of where advertising has built anew position for a brand or built a strong emotional link with the public are wherecompanies have created a sort of soap opera out of their advertising.The Advertising agency of Hutch and now Vodafone, Ogilvy & Mather (O&M), had atwo-fold task to achieve: announce the entry of Vodafone into India and highlight themetamorphosis of Hutch into Vodafone. O&M realised that they had a fantastic propertyin the Hutch pug, which they had been using for about five

years. Therefore, to show thetransition from Hutch to Vodafone, O&M launched a rather direct, thematic ad showingthe trademark pug in a garden, moving out of a pink coloured kennel which symbolisedHutch making his way into a red one that is the Vodafone colour. A more energetic,chirpier version of the ‘You and I’ tune associated with Hutch was played towards theend, and it concludes with ‘Change is good. Hutch is now Vodafone’.O&M has also rolled out four Commercials featuring Hutch’s animated boy and girl,‘introducing’ the new brand’s logo to consumers. The four creatives which were of fiveseconds each included the duo peeping over a wall to see the logo; parasailing with thelogo flying high behind them; releasing a rocket bomb wherein the explosion reveals thelogo; and lastly, drawing curtains aside to show the logo.Projectsformba.blogspot.com 67

68. Projectsformba.blogspot.comFour other ads with the pug did the rounds of telly screens. These five and 10 secondspots cast the dog in situations where he, literally, saw red, using the colour as a visualmnemonic to remember the brand by. The pug was shown in a red basket, popping upfrom a red cart, drying himself on a red mat, and hiding in a red blanket. Each of thesemade use of the ‘Hutch is now Vodafone’ tagline.The print ads, in all major languages in several leading dailies, were kept unbelievablysimple: a still shot of the pug inside a red kennel. The same creative was used in outdoorhoardings as well, in all the 16 circles in which Vodafone now operates.It wasn’t easy integrating Vodafone with Hutch; the latter, as is known, is a subtle,understated brand, while globally, Vodafone represents high energy, dynamism andyoung vitality – all represented by its bright red speech mark logo. And so they put inelements such as a more energetic tune and feel to the ads.A few advertisements include: • Hutch is now Vodafone: If you watch any of the star channels or tuned into 20-20 world cup, you would have seen this ad. On 11 February 2007, Vodafone agreed to acquire the controlling interest of 67% held by Cheung Kong Holdings in Hutch-Essar for US$11.1 billion and now had to rebrand itself so it has decided to run a new ad series which piggy banked on Hutch’s dog mascot and the theme “Change is Good”. This required nearly 250 crores of spending by Vodafone but they have successfully painted the town red. An interesting part of this campaign was on the opening day roadblock where they made a deal with Star India so that besides them no other commercials were aired (apart from in-channel promos) on the Star India’s channels for 24 hours. • Vodafone Valentine Day Special Ads: Vodafone had released a simple and sweet ad for musical greetings targeted at couples during the valentine week the feature of this campaign is its simplicity and believability and is quite well received. It uses the positioning “Make the most of now” enjoy the video • Vodafone Chota Credit Ink Ad: This new ad had come as refreshing change and more so that this ad takes a very refreshing look at school and at fountain pens. This ad creates a wonderfully subtle message which really puts the point of chota (small) credit across.Projectsformba.blogspot.com 68

69. Projectsformba.blogspot.com CONCLUSION:Vodafone with the help of its correct marketing strategy & quality products & services atan affordable price is one of the world’s leading telecom companies with the customerbase of over 250 million & the future plans & policies of Vodafone will help thecompany to achieve its target of adding 500 million by the end of 2010.Projectsformba.blogspot.com 69

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BIBLIOGRAPHY: SOURCES OF INFORMATION: INTERNET & NEWSPAPERSI INTERNET: WWW.GOOGLE.COM WWW.VODAFONE.CO.UK WWW.BUSINESS-STANDARD.COM WWW.WIKIPEDIA.COMII NEWSPAPERS: BUSINESS STANDARDProjectsformba.blogspot.com 70