FAIR & LOVELY

Born: 1978

History: The fairness cream brand was developed by Hindustan Lever Ltd (now

Hindustan Unilever Ltd) in 1975.The product was then marketed nationally in 1978

Status: According to industry estimates, Fair and Lovely holds 80% market share in

the at least Rs1,000 crore by sales Indian fairness cream market

Brand story: Made to cater to the Indian market, where beauty is equated with fair

skin, the launch of Fair and Lovely was met with much enthusiasm. In 1988, the brand

went international, and is now available in 40 countries.

The brand has had its share of negative publicity, with women’s groups calling the ad

regressive. The ads, which focused on the mass aspiration of “marrying well”, soon

moved to more progressive ones in the 1980s.

The early 1990s saw the brand take on the role of enabler of t dreams. In the late

1990s, the brand message was that a woman could make her own destiny—a thought

that was carried forward in all its campaigns. In 2007, the brand tweaked its approach

to the Power of Beauty platform.

With the fairness cream business accounting for the lion’s share of the skincare

products industry here, several companies have launched fairness creams in the hope

of securing a piece of the growing pie.

While none were able to challenge HUL in terms of numbers, they did start eating into

the company’s market share with unique offerings.

Fair and Lovely was quick to take on competition—with variants. So, whether it was

unique offerings such as ayurvedic formulations with saffron (to combat Fairever by

CavinKare Pvt. Ltd) or those that claimed to erase marks (to fight No Marks by Ozone

Ayurvedics), Fair and Lovely managed to launch variants that matched, and in some

cases even topped, the promise touted by the competitor. To tap the premium segment

of the market, Fair and Lovely also launched Perfect Radiance. The popularity of the

brand and category can be gauged from the fact that today, it even has a variant for

men.

PRODUCT LINE

Fair & Lovely Products

Fairness Cream - Fairness Gel - Fairness Soap

Worldwide shipping. Ships usually within 2 days.

Fair & Lovely Forever Glow

Fair & Lovely Max Fairness For Men50gms

Presenting New Fair & Lovely foreverGlow with a breakthrough vita AHA Complex thta

works on key barriers to fairnes that appear with age.

Dullness ,Patchiness , Darkening.

Its Revolutionary VitaMAX Complex and UV Filters work intensively on tough male skin

and help give you:

Visible fairness

Visible spot reduction

Triple sunscreen UV protectio.

Fair & Lovely Anti Marks For Blemish-less Fair Skin

Fair & Lovely Anti Marks For Blemish-less Fair Skin50gms

Fair & Lovely antimarks fairness cream specially designed for skin with marks and spots.

With breakthrough Vita-Aloe Complex. Lightens different kinds of marks. Helps prevent

spots from coming back, Get visble fairness.

Fair & Lovely Ayurvedic Balance For Naturally Fair Skin

Fair & Lovely Ayurvedic Balance For Naturally Fair Skin50gms

Fair & Lovely ayurveda, your skin appears naturally fairer when in a state of balance.

Presenting New Fair & lovely ayurvedic Balance enriched with Lodhra and Manjistha in

addition to kumkumadi Tailam, a powderful concoction of 16 precious ayurvedic

ingredients, know to helps restore the natural balance on skin.This cream gives you: Natural

fairness, Balanced skin tone, Rejuvenated skin..Fair & Lovely Multi Vitamin For Clear Fair

SkinFair & Lovely Multi Vitamin For Clear Fair Skin50gms

Fair & lovely Multi Vitamin with a breakthrough Tri-fair vitamin complex that works on

key barriers to clear fairness.

* Darkening

* Marks

* Uneven skin tone

MARKETING STRATERGIES

Promotional Strategy

Posted by Skyline Business School / March 06, 2010 / in Management Strategies

AddThis Social Bookmark Button

Objective of Report

Objective of this report is to understand and analyze the brand ‘Fair and Lovely”.

To understanding the marketing strategy of any product, 4p which are Product, Price, Place

& Promotion important to understand. But in all of them Promotional strategy is very

important aspects. The effectiveness of promotional strategy should be outstanding from the

company side and its affect the consumer minds & perception. This report will also include

the product, price, distribution of the brand.

The main objectives of this report which are:

1. To understand the promotion strategy of Fair & Lovely

2. To analyze the marketing communication of the various competitive brands

3. To know the obstacles involved

4. To know influence of promotional strategy on customers

5. To give the recommendation based on analysis

In this report, I have put in efforts to analyze the fair & Lovely from various angles of

marketing, whether its distribution or communication.

The Fair & Lovely's Herbal Fairness Cream contains 3 unique natural ingredients which are

goats’ milk, saffron and lotus plus Vitamin B3 and natural sunscreens.

Fair & Lovely has launched its fairness face wash to compliment its established and trusted

natural lightening cream. Containing Fair & Lovely's unique Nutririch formulation which

includes natural elements such as Vitamin B3 and milk protein, the new facial cleanser is

100% soap free.

Fair & Lovely has launched its Dark Circle under Eye Cream to compliment its full regime

extension of our trusted natural lightening cream, Fairness Face Wash and Soap. Objective

of this report is to understand and analyze the brand ‘Fair and Lovely”. For understanding

the marketing strategy of any product, the 4ps are important to understand. This report will

look in to the product, price, distribution and promotion of the brand. The report will also

analyze the marketing communication of the various competitive brands. Special emphasis

has been given to the Borosoft marketing Strategy. Special emphasis will be given to

understand the competitive environment. The pricing strategy has also been discussed with

the closer outlook as in FMCG market price plays a very important in deriving demand too.

A set of suggestions for future growth path will be made based on analysis. The growth

strategy may vary depending on the kind of the product, market and target customer. In this

report, I have put in efforts to analyze the fair & Lovely from various angles of marketing,

whether its distribution or communicatioirness creamPromotional Strategy

Posted by Skyline Business School / March 06, 2010 / in Management Strategies

MARKETING MIX

DISTRIBUTION

HISTORY:

Bharti Tele-Ventures was incorporated on July 7, 1995 as a company

with limited liability under the Companies Act, for promoting

telecommunications services. Bharti Tele-Ventures received

certificate for commencement of business on January 18, 1996.

The Company was initially formed as a wholly-owned subsidiary of Bharti Telecom

Limited. The chronology of events since Bharti Tele-Ventures wasincorporated in 1995

is as follows:

Calendar year & Events1995

- Bharti Cellular launched cellular services'AirTel'in Delhi

1996- STET International Netherlands NV, or STET, a company promoted by

Telecom Italia, Italy acquired a 20% equity interest in BhartITele Ventures

- Bharti Telenet launched cellular services in Himachal Pradesh 1997

- British Telecom acquired a 21.05% equity interest in Bharti Cellular

- Bharti Telenet obtained a license for providing fixed-line

Services in Madhya Pradesh circle

- Bharti Telecom and British Telecom formed a 51% : 49% joint

venture,

Bharti BT, for providing VSAT services 1998

- Bharti Telecom and British Telecom formed a 51% : 49% joinTventure,

Bharti BT Internet for providing Internet services

- First Indian private fixed-line services launched in Indore in the

Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby

ending

fixed-line services monopoly of DoT (now BSNL) 1999

- Warburg Pincus (through its investment company Brentwood

Investment

Holdings Limited) acquired a 19.05% equity interest in Bharti

Tele-Ventures

- Bharti Tele-Ventures (by acquiring a 63.45% equity interest in SC

Cellular Holdings) acquired an effective 32.36% equity interest in

Bharti Mobile (formerly JT Mobiles), the cellular services provider

MARKETING STRATERGIES

PROMOTIONAL STRATEGY

After the liberalization of the Indian Telecom Sector in 1994, the Indian

cellular market witnessed a surge in cellular services. By 2005, there were a

total of 12 players in the market with the five major players being Bharti

Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL),

Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance

India Mobile (RIM) (Refer Exhibit I).

All the players except RIM offered services based on the Global System for Mobile

(GSM) technology. RIM provided services based on Code Division Multiple Access

(CDMA) technology as well as GSM.

As competition in the telecom arena intensified, service providers took new

initiatives to woo customers. Prominent among these were - celebrity

endorsements, loyalty rewards, discount coupons, business solutions and

talk time schemes. The most important consumer segments in the cellular

industry were the youth segment and the business class segment. The youth

segment was the largest and fastest growing segment and was therefore

targeted most heavily by cellular service providers.

Bharti Tele-Ventures adopted celebrity endorsement as its chief promotional

strategy. By 2004 it emerged the unprecedented leader commanding the

largest market share in the cellular service market. (Refer Exhibit II). Hutch

implemented the celebrity endorsement strategy partially, relying primarily

on its creative advertising for the promotion of its brand. BSNL, on the other

hand, attracted the consumer through its low cost schemes. Being a state

owned player, BSNL could cover rural areas, and this helped it increase subscriber

base. Reliance was another player that cashed on its innovative

promotional strategies, which included celebrity endorsements and attractive

talk time schemes. Idea, relied heavily on its creative media advertising sans

celebrities.

PRICING

The internet has significantly impacted our lifestyles. Be it in the way we shop or the

way we learn, the internet has always been there to make life simpler and easier.

Talking about making life simpler and easier, the internet has now made inroads into

the television space with internet protocol television (IPTV).

IPTV is the latest among the digital TV transmission. Initially, only a handful

companies in India provided this service. However, with the increase in broadband

penetration, newer companies such as Airtel have also started IPTV services.

We all have seen advertisements along the highway or during the commercial breaks,

informing about the quality and great features of Airtel's IPTV service. We got a

chance to experience this service and tell you about the pros and cons of this service.

Installation

First, the Airtel IPTV service is not available everywhereAt the end of reading this

review although many people would want to get this service, they may not be able to.

Installing this is a simple 30 minute to an hour's process, because it involves cabling

work. The installation personnel drill holes in your

walls, but fortunately after the installation all the cables were nicely tied up and nailed

to a corner of a wall.

Setup

IPTV setup is no different than a broadband connection setup, and the modem that

accompanies it is Wi-Fi enabled. If you have more than two computers or notebooks in

your house, you will not have to invest more for other hardware.

Features and performance

The good part about Airtel's service is the performance part. Unlike BSNL and

MTNL, Airtel IPTV is better and gives fewer problems. When talking about internet

speed, unlike others, the TV quality is not affected by your internet usage.

As far as features go, this IPTV service is a mixed bunch - with some good, bad and

ugly features.

The good: It features time-shift TV, along with having up to 130 channels and you can

also order food while enjoying your pay-per-view movies.

The bad: It has limited number of channels. However, Airtel promises to add more to

the bouquet.

The Ugly: Time Shift TV works only for a meagre 16 channels in total.

Pricing

The initial cost would be Rs. 4,000. This includes installation charges. You will then be

charged based on the plans which are:

1.Magic @ home Rs. 999: 135 channel IPTV, 256 kbps internet unlimited download

plus landline phone

2.Interactive Combo Rs. 599: 117 channel IPTV, 256 kbps internet 2.5-GB download

limit

3.Premium Pack Rs. 399: 135 channel IPTV (Available as an upgrade for current

broadband and landline users)

Overall

Summing it all up, Airtel IPTV has an edge over the others. However, at the same time

it cannot be considered to be completely flawless. This service is basically meant for

those who are looking for an all-in-one solution for their TV, Internet and landline

phone usage. Although the price for this service might become a restricting factor for

people to not use this service.

Finally, Airtel IPTV offers good features and performance but if it were to be popular

in a country like ours then we would suggest Airtel to seriously reconsider pricing and

add more channels that people would like to watch.

DISTRIBUTION

Airtel distribution expansion & market services in rural areas - Document Transcript

1. A PROJECT REPORT ON DISTRIBITION EXPENSION AND MARKET

SERVICE UPTO OUR SATISFACTION AT AIRTELTELECOM DATIA For the

partial fulfillment of the award of Master of Business Administration (2008-2010)

Submitted Submitted TO BY KAMAL SINGH RAJPUT HEAD OF THE

DEPARTMENT MBA IIIrd SEM

2. IPS College of Technology & Management Bela Ki bauri Shivpuri Link Road

Gwalior (MP) ACKNOWLEDGEMENT . It is a matter of great pride for me to accept

the challenge of being associated with one of the most dynamic and required field of

studies, which is known as Information Technology and this leads to the way of getting

training in the networking , which is used in telecom services . It is a great pleasure to

acknowledge with sincere gratitude to all those who helped me to make this project a

success. First I would like to thanks Mr. Sudhir Bhadoriya who gave me an

opportunity in the world largest telecom company and special thanks go to Mr. Sharad

Parasar and Mr. Sunil Bansal, who were always ready to listen and give advice. I will

also like to thank Mr.Sachin Arjaria {RSO] who shared his valuable experience with

me under who’s guidance i completed my summer training successfully. At last, thanks

to the Head of the Management Department of IPS College of Tech. Mgmt. Dr. George

Thomas and all the faculty members and also my friends for being so supportive.

3. . DEC LARATION I Kamal Singh Rajput a student of “M.B.A.-III Sem.” from

IPS COLLEGE OF TECHNOLOGY AND MANAGEMENT ,GWALIOR here by

declare that all the information has been used for purely academic purpose. I also

declare that all information gathered by me during training at the SHRI RAM

ENTERPRISES AIRTEL RURAL OFFICE, DATIA will be kept strictly confidential

and not be disclosed without prior written consent of Airtel,(GWALIOR). I anywhere

else for the award of any degree or diploma have not submitted this work. All the

source of information and help have been duly mentioned and acknowledge.

4. SIGNATURE OF THE STUDENT OBJECTIVE OF THE INDUSTRIAL

TRAINING : The Main Objective of Industrial Training was to get an Industrial

Interface, because it becomes very necessary to get an overview of working in an

Industry. It is very helpful to the Students who want to be a part of the Industry after

the MBA. A major aspect of career counseling and guidance is knowledge of the world

of work. Ignorance of the many ways in which people earn a living has been a great

deterrent to freedom of occupational choice. The value of work experience in

education has long been recognized and is now emphasized in the counseling of youth.

Industrial Training is not only to train the Students in a particular field but also to

teach them the value of working environment.

HISTORY:

The Times of India reported on 5th May that [[Reliance]] Mutual Fund has kept its position

as India’s largest fund house with assets crossing INR 48,000 crores. Reliance has the

distinction of being the first Indian company to be named among the five hundred listed in

Forbes. How did all this come about? Let us dig into the rags to riches story of Reliance.

The one name associated with it from its foundations is Dhirubhai Ambani.

Â

What is Reliance? The Reliance Group is India’s largest business house with total

revenues being more than $22.6 billion. This is equal to 3.5% of India’s GDP. Reliance

contributes to 10% of India’s total indirect tax and 6% of her total exports. Reliance

network of exports spread out to more than one hundred countries across the globe.Â

What are the activities of Reliance? It is involved in oil exploration and production, gas

refining and marketing, petrochemicals, textiles, financial services, insurance, power,

telecommunications and infocom initiatives.Â

The names of Reliance and Dhirubhai Ambani go hand in hand. He was born on 28th

December 1932, in Chorwad, Gujarat. He belonged to the Hindu Modh Bania community.

Dhirubhai built India’s largest private sector empire, Reliance, and created an equity

cult. His father was a schoolteacher. Dhirubhai started off by selling fried snacks to pilgrims

in Mount Girnar during weekends. After school he became a dispatch clerk at A.Besse &

Company. The latter became distributors of Shell and Dhirubhai was sent to manage an oil

filling station at Aden. For sometime he also worked in Dubai. In 1958 he returned to India

with INR 50,000/- in his pocket. With this he set up a textile trading company.Â

This was the first chapter of the story of Reliance. Aptly helped by his wife and two sons

Dhirubhai diversified his interests to petrochemicals, telecommunications and information,

technology, energy, power, finance, capital markets and logistics. Reliance gave new

dimensions to India’s equity culture. Till then the market had been dominated by

financial institutions but with Reliance coming into the picture thousands of retail investors

jumped into the fray by putting their trust in the name of Reliance. With innovative

instruments like convertible debentures from the 1980’s Reliance became a hot favorite

in the Stock Market. Reliance was the pioneer Indian company to raise funds in the

international markets. Only India’s sovereign rating restricted its high credit taking in

international markets.

The Federation of Indian Chambers of Commerce and Industry named Dhirubhai Ambani of

Reliance The Indian Entrepreneur of the 20th century. The Times of India conducted a poll

in which he was acclaimed to be the greatest creator of wealth in the 20th century.Â

Thus we see that Reliance Industries Ltd was the brainchild and product of the labors of

Indian business tycoon, Dhirubhai Ambani alias Dhirajlal Hirachand Ambani.

The story of Reliance makes fascinating reading. During the 1950’s the administrators

of Yemen discovered that a lot of their currency, the Rial, was disappearing through Aden

because of a young man placing unlimited buy orders for Rials. The Rials, at that time, were

made of pure silver and was greatly in demand in the London Bullion Exchange. Dhirubhai

bought and melted the Rials and sold it to the London bullion traders. Within three months

his work came to a halt but by that time he had made few lacs.Â

In the 60’s Dhirubhai returned to India and started Reliance Commercial Corporation

with a humble capital. The business was related to the import of polyester yarn and export

of spices.Â

The first address of Reliance was in Narsinathan Street in Masjid Bunder – a small 350 sq

ft joint with a telephone, table and three chairs and only two assistants. The family too

managed in a one room flat.Â

The fortunes of Reliance soon began to change. In 1966 the first textile mill was set up at

Naroda using polyester fibre. He branded his products Vimal and thanks to intensive

marketing, Vimal became a household name. Financial retail outlets were set up where only

Vimal brands were sold. In 1975 a visiting World Bank team certified it to be excellent

even by the standards of the developed world.Â

RELAINCE PRODUCTS

Reliance Base Phone

Reliance Mobile

?Reliance Data Card

?Reliance Voucher, E-Recharge

?Reliance PCO

?Reliance Broad Band

PRODUCT MIX

Reliance mobile always faced the problem of weak network. So to correct the major have

invested over Rs 300 crore to upgrade to NGIP (Next Generation IP) network. Product has

to sell itself. Now they are launching about more than 1100 network towers to provide more

coverage to its customers.

Price

There are many ways to price a product. The pricing policy/ strategy vary in various

situations. In case of Reliance mobiles they have priced their product at a very low price &

they also come up with new plans.

Place

Another element of Marketing Mix is Place. Place is also known as channel, distribution, or

intermediary. It is the mechanism through which goods and/or services are moved from the

manufacturer/ service provider to the user or consumer. Reliance Mobiles do not find it very

difficult to find the distribution channel because they are the old players and distribute their

product in India.

Promotion

Another one of the 4P’s is promotion. This includes all of the tools available to the marketer

for ‘marketing communication’. Reliance has recently started doing heavy promotions.

Physical Evidence

Physical Evidence is the material part of a service. Strictly speaking there are no physical

attributes to a service, so a consumer tends to rely on material cues. As Reliance mobile

provide various rental plans.

People

Reliance always valued their customers. They provide a very cheap call rates affordable to

the lower class.

Process

Process is another element of the extended marketing mix, or 7P’s.There are a number of

perceptions of the concept of process within the business and marketing literature.

MARKETING STRATERGIES

Reliance Industries: A Closer Examination

Here the writer writes about a closer examination in Reliance Industrieschillibreeze writer

— Kanchana Rajesh

Buy Retail ReportsReliance is gearing to be a major player in the Indian Retail Revolution.

They are aggressively working on a pan-India network of retail outlets in various formats.

State-of-the-art technology, a seamless supply chain infrastructure and unmatched customer

experience, is what the initiative is all about.

Featured ProductLogisitics Industry in India

Third Party Logistics Market in India: With globalization the demand of third party logistics

(3PL) business, a western concept, is increasing in India, as firms are now focusing towards

the better management of their supply chain processes and to increase their penetration level

in the market. The 3PL services are now being perceived as better way for managing

internal as well as external logistic process driven by improving logistic infrastructure and

rising awareness of efficient logistics practices."

Reliance Retail, the 100% subsidiary of Reliance Industries, entered the retail foray

involving a minimum investment of Rs 25,000 crore. They plan to achieve a target of Rs 10-

billion revenue by 2010 employing 5,00,000 people. Hinting at an impending IPO, Reliance

retail, has renamed “Ranger Farm” to Reliance Fresh Ltd, having hived the name of their

most popular format. The company’s name will sound familiar to the investors once the

company plans to tap the capital markets by facilitating brand recall.

The first of their format is Reliance Fresh, a convenience store. These stores, range from

2,000 to 5,000 sq feet, provide customers with a variety of fresh fruits, vegetables, staple

foods and other products in a world-class ambience. They aggressively partnered farmers by

following a farm-to-folk strategy to ensure fresh fruits and vegetables at affordable prices.

They chose Hyderabad to test waters, as the city offers real estate at a price that does not

quite pinch. They selected the cream crowd from pioneers in organized retailers to head the

organization. With such a strong foothold, they ventured and their cash counters clicked Rs

3.5 to Rs 6.5 lakh per day and some outlets at prime locations are averaging Rs 5 lakh per

day.

Channels Of Distribution

Abstract: This research paper is focused on the distribution channels. When producing a

product, the main question is: quality or quantity? This is where the methods...

Functions And Types Of Channels Of Distribution

in goals, differences in desired product lines, the use of multiple distribution channels by

producers, and inadequacies in performance Cost-customers service trade...

Channel Distributation Of Pepsico

PVT LTD, Reay Road. The report enclose in depth description about its Distribution

channel system and Route restructuring, Promotion and merchandising activities...

Distribution Dossier - Samsung India

entire Middle East and South East Asia Regions. SAMSUNG'S DISTRIBUTION

CHANNEL Samsung has two manufacturing units one each in Chennai and Noida. A

national...

Sales And Distribution Management

launched an international venture with EL Rothschild | |Group to export fresh agri

products exclusively to markets in Europe and USA and has launched Bharti AXA...

Ssi Case Distribution

candy and tobacco jobbers was decreasing, which was distorting the traditional

distribution channel. Two factors were causing this distortion. First, the wholesaler...

Hul Distribution Management

Evolution over Time 2.2. Detail Overview 3. Channel Design 4.

Initiatives taken to Improve the Distribution Network 5. Field Force...

Arun Verma - Reliance Car

* Segmentation * Marketing mix 1. Product 2. prices 3. Distribution 4. Promotion 6.

Summary 7. References and bibliography...

Distribution Network Of Hul

aspects: 1. Evolution of HULs distribution network 2. Transportation & Logistics

3. Channel Design 4. Initiatives taken...

Reliance Demat

view acquisitions as an opportunity to expand product lines, increase distribution

channels, hedge against volatility, increase its market share, or acquire other...

Ipswich Shellfish Delivers Fresh Lobster

will go to waste. But on the other hand once they acquire the talent to coordinate their

distribution channels they are able to serve many more markets and increase...

Fresh Connections

market. But new companies have to be careful about the access to distribution channel

and their location. They have to look if there are already a lot of competitors...

VODAFONE

HISTORY

Vodafone itself was formed in 1982 as a joint venture between Racal Electronics plc's

subsidiary Racal Strategic Radio Ltd (who won one of two UK cellular telephone network

licences) along with Millicom and the Hambros Technology Trust. In this arrangement

Racal owned 80%, Millicom 15% and Hambros 5%. The network was known as Racal

Vodafone, with the Vodafone name being derived from the firm's goal of establishing a

voice and data services over cellular telecommunication networks. Hence VO represented

voice and DA symbolized data — yielding the name Vodafone.

Vodafone was launched on 1 January 1985 and later that year Racal Strategic Radio was

renamed Racal Telecommunications Group Limited in 1985. A year later, on 29 December

1986 Racal Electronics bought out the minority shareholders of Vodafone for GB£110

million. In September 1988 the company was again renamed Racal Telecom and on 26

October 1988 Racal Electronics floated 20% of the company — a flotation that valued

Racal Telecom at GB£1.7 billion. On 16 September 1991 Racal Telecom was demerged

from Racal Electronics as Vodafone Group and the mobile telephony giant was born.

During the mix 1990s Vodafone began to consolidate itself on the British high-street. In

July 1996 Vodafone acquired the two thirds of Talkland it did not already own for £30.6

million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone

for £77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's

network. In a similar move the company acquired the 80% of Astec Communications that it

did not own, a service provider with 21 stores. This made Vodafone a very visible presence

on the British high street and significantly increased the company's share of UK mobile

customers.

New Vodafone Corporate Logo

New Corporate Logo of Vodafone as of 1997.

In 1997 Vodafone introduced its new corporate Speechmark logo. This represents a

quotation mark within a circle. With the 'O's in the Vodafone logotype being opening and

closing quotation marks, suggesting conversation.

Vodafone in Europe

The late 1990s and early 200s saw Vodafone grow dramatically via a number of strategic

acquisitions. The first of these ocurred on 29th June 1999 when Vodafone completed its

purchase of AirTouch Communications, Inc. and changed its name to Vodafone Airtouch

plc. This acquisition also gave Vodafone a 35% share of Mannesmann, owner of the largest

German mobile network. On 21st September 1999 Vodafone agreeded to merge its U.S.

wireless assets with those of Bell Atlantic Corp to form Verizon Wireless.

In November 1999 Vodafone made an unsolicited (hostile) bid for Mannesmann, which was

rejected. During 1999 Mannesman had purchesed the UK mobile operator Orange and both

Vodafone and Mannesman were now operating in the same markets. The hostile takeover

provoked strong protest in Germany and there insued a board struggle which saw

Mannesmann resist Vodafone's efforts. However on 3 February 2000 the Mannesmann

board agreed to an increased offer of £112bn, then the largest corporate merger ever. The

EU approved the merger in April 2000.

On 28th July 2000 the company reverted to its former name, Vodafone Group Plc. The

conglomerate was subsequently broken up and all manufacturing related operations sold off.

Investment also continued in new technologies and on 16th April 2001 Vodafone made the

first 3G voice call on Vodafone United Kingdom's 3G network.

PRODUCT LINE:

Vodafone branded handsets shipped

vodafone-handsets

Product focus: Vodafone branded handsets

Vodafone 845 (left) Android smartphone Vodafone 150 (right) ultra low-cost handset.

iphone

Apple iPhone 3GS

Voice usage (billions of messages)

voice-usage

SMS usage (billions of messages)

sms-usage

Messaging revenue

£4.8bn

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 improve 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,colourgamimages 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

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.

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.

Place:•Vodafone UK operates over 300 of its own stores.

•It also sells through independent retailers e.g. Carphone Warehouse.

•Customers are able to see and handle products they are consideringbuying.

•People are on hand to ensure customers’ needs are matched with the

right product and to explain the different options available.Price:

•Vodafone wants to make its services accessible to as many people as possible: from

thyoung,

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 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. VODAFONE’S MARKETING MIX:

MARKETING STRATERGIES:

Marketing strategy of Vodafone in India and the consumer’s attitude towards their services

Abstract : Market study

The de regulation in the INDIAN telecommunication markets since the beginning of the

1997s has brought about significant changes in the communication industry. The mobile

telephone market has changed dramatically over the past 5 years in INDIA. Mobiles have

become so popular that many people use their handset as their only phone and rarely use a

land line. The study of consumer’s behavior is important because it helps in many activities

like segmentation, target market selection, positioning, and product/service decision, pricing

decision, distribution and promotion decision.

Model of consumer decision making process is helpful to understand the consumer

behavior. It shows how the external and internal factors influence the consumer attitude

formation and attitude change. The model reflects cognitive (or problem solving) consumer

and, to some degree emotional consumer. Understanding consum

Price and Distribution

Vodafone’s products and services are available directly, via Vodafone stores and country

specific Vodafone websites, and

indirectly via third party service providers, independent dealers, distributors and retailers, to

both consumer and business

customers in the majority of markets under the Vodafone brand.

Customer strategy and management

Customer Delight Index

73.1

(2007: 70.6, 2006: 69.9)

Vodafone endeavours to ensure that customer needs are at the centre of all of the Group’s

actions. The Group seeks to use its understanding to deliver relevance and value to each

customer and communicate to them on an individual, household, community or business

level, with the ultimate aim of encouraging customers to stay with Vodafone for longer and

use and promote the Group’s services more.For this reason, the Group has created a Global

Customer Value Management team to support operating companies with their aim to engage

with customers directly through a data driven approach, linking all the elements of customer

interactions to deliver exceptional service and consistency in the Group’s approach while

financially optimising decisions made via a branded customer experience across all

touchpoints. Recent examples of this include: rollout of a consistent and innovative store

design to eight countries, successful trial of an innovative handset based self service

solution and creation of a global training academy for customer facing staff.Vodafone’s

PANTALOONS

HISTORY:

Pantaloon Retail (India) Limited is India's leading retailer that operates multiple retail

formats in both the value and lifestyle segment. Pantaloon has ushered a retail revolution in

India and its founder Kishore Biyani is known as India's "King of Retail". Pantaloon's

headquarter is in Mumbai. The company currently operates over 5 million square feet of

retail space and has plans to increase it to 30 million sq. ft by 2011. Pantaloon has plans to

open over 3000 new stores by 2010.

Pantaloon's origin can be traced to 1987 when the company was incorporated as Manz Wear

Private Limited. The company launched Pantaloons trouser, India's first formal trouser

brand. In 1992, Pantaloon launched its IPO. In 1994, The Pantaloon Shoppe - exclusive

menswear store in franchisee format was launched across the country. Pantaloon started

distribution of distribution of branded garments through multi-brand retail outlets across the

nation. In 2001, Big Bazaar, India's first hypermarket chain was launched. In 2002, Food

Bazaar, the supermarket chain was launched. In 2006, Future Capital Holdings, the

company's financial arm launched real estate funds, "Kshitij" and "Horizon" and private

equity fund "Indivision". The company is also planning forays into insurance and consumer

credit.Pantaloon Retail is the flagship company of Future Group. The lines of business of

Future Group are:E-commerce: Pantaloon's website Futurebazaar.com has revolutionized

the e-commerce business in India. It offers a wide range of products at affordable prices. It

has been named as Best Indian Website 2007 in the Shopping category by PC World.

Food: In food business, the group offers a host of options. Food Bazaar - a chain of large

supermarkets; Brew Bar - a beer bar; café Bollywood - a national chain of eateries;

Chamosa - a pan-Indian chain of snack counters, and Sports Bar - a bistro focused on the

world of sports.

Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue Sky,

Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10.

Home & Electronics: Options include: Collection i - a lifestyle furniture store; Electronics

Bazaar - offers branded electronic goods and appliances; e-zone - trendiest electronics

items; Furniture Bazaar - entire range of Home Furniture; Home Town - one stop

destination for all the home needs.

Leisure & Entertainment: Options are: Bowling Co. - state-of-the-art premium family

entertainment centre, offering multiple, novel and unique leisure and entertainment options;

F 123 - offers a wide range of gaming options ranging from bowling and pool to redemption

and interactive video games to bumper cars.

Wellness & Beauty: Options are: Health Village - a state-of-the art spa and yoga centre; Star

& Sitara: Beauty salon for men and women; Tulsi - provides access to the best allopathic,

ayurvedic and homeopathic medicinal products; Turmeric - offers beauty products like

colour cosmetics, fragrances, herbal and specialty skin items, hair products and bath

accessories.

Books & Music: Future Group's brand - "Depot" offers Books, CDs, and stationery items.

PRODUCT LINE:

Pantaloon sold aparrels and accessories categorized under:-

Men’s formal

Men’s casual

Ladies ethnic

Ladies western

Children’s wear

?Pantaloon develops three types of merchandise:-

Classic type

Fashion type

Collection typE

PRODUCT MIX:

1. Product:

E-commerce: Pantaloon’s website Futurebazaar.com has revolutionized the e-commerce

business in India. It offers a wide range of products at affordable prices.

Food: In food business, the group offers a host of options.

Food Bazaar – a chain of large supermarkets; Brew Bar – a beer bar; café Bollywood – a

national chain of eateries; Chamosa – a pan-Indian chain of snack counters, and Sports Bar

– a bistro focused on the world of sports.

Fashion: The group offers a variety of options in fashion. Its brands include aLL, Blue Sky,

Central, Etam, Fashion Station, Gini & Jony, Navaras, Pantaloons, and Top 10.

Home & Electronics: Options include: Collection i – a lifestyle furniture store; Electronics

Bazaar – offers branded electronic goods and appliances; e-zone – trendiest electronics

items; Furniture Bazaar – entire range of Home Furniture; Home Town – one stop

destination for all the home needs.

General Merchandise : Options Include: Big Bazaar , Shoe Factory, Brand Factory,

Navaras, KB’s FairPrice , Central, Blue Sky

Leisure & Entertainment: Options are: Bowling Co. – state-of-the-art premium family

entertainment centre, offering multiple, novel and unique leisure and entertainment options;

F 123 - offers a wide range of gaming options ranging from bowling and pool to redemption

and interactive video games to bumper cars.

Wellness & Beauty: Options are: Health Village – a state-of-the art spa and yoga centre;

Star & Sitara: Beauty salon for men and women; Tulsi - provides access to the best

allopathic, ayurvedic and homeopathic medicinal products; Turmeric - offers beauty

products like colour cosmetics, fragrances, herbal and specialty skin items, hair products

and bath accessories.

Books & Music: Future Group’s brand – “Depot” offers Books, CDs, and stationery items.

2. Price:

Pantaloons India has brought a whole new revolution when it comes to pricing strategies,

which is evident through the success of its Big Bazaar and Food Bazaar outlets.

3. Place:

The company operates over 12 million square feet of retail space, has over 1000 stores

across 71 cities in India and 65 rural cities with taking over Aadhar(). It plans to take up

floor space of 30 million square feet by 2011.It has plans to open over 3000 new stores by

2010. It is targeting the Tier-2 and 3 cities which has a huge unleashed potential.

4. Promotion:

They use magazines, newspapers, television, radios , hoardings, internet etc for promoting

the brand . They have joint ventures and alliances with many companies to promote the

brand.Seasonal Discounts , Sales Discounts during Festivals are offered to attract

consumers.

5. People:

At the senior management level, the group hired high profile executives from reputed

organizations like Goldman Sachs , Coca-Cola India, PRIL also tied up with a few

management schools to create a management talent pool for the lower levels.

Best Employers in India (Rank 14th) in the Hewitt Best Employers 2007 survey.

The company follows a multi-format retail strategy that captures almost the entire

consumption basket of Indian customers.

6. Processes:

Pantaloons Retail has implemented SAP with an investment of $10 Million in keeping pace

with the technology and it is currently in the process of setting up a SAP consultancy

software. SAP will be helpful in building robust transaction management system and

7. Physical Evidence:

It has a huge list of awards, recognition in its kitty like Most Admired Fashion Group Of

The Year, Most Admired Food & Grocery Retailer Of The Year , Most Admired Food

Court , Most Admired Retailer of the Year, ,Most Admired Food & Grocery Retailer of the

Year – Supermarket

It is the pioneer in the retail industry and it believes in developing strong insights on Indian

consumers and building businesses based on Indian ideas, as espoused in the group’s core

value of ‘Indianness.’ The group’s corporate credo is, ‘Rewrite rules, Retain values.’

MARKETING STRATERGIES:

Retail News October 2006

GENERAL PLANS AND INDUSTRY INFORMATION

Organized retail majors record over 50% growth in Q2

Wednesday, November 08, 2006

The top five retailers in the organized retail sector have had a phenomenal performance this

past quarter, with a combined net sales growth of more than 50% for the quarter than ended

September 2006. The top five retailers, Pantaloon Retail, Shoppers' Stop, Trent, Titan

Industries and Provogue, have combined net sales growth of 52% and net profit growth of

22%.

Pantaloon Retail had the highest net sales growth at 65%, its value segment increasing by

78% and lifestyle segment increasing by 50%. Value retail accounts for close to 72% of the

company's turnover.

Source: The Economic Times

Malls attracting more than just customers

Wednesday, October, 04, 2006

Its not only customers that are flocking to malls in India, marketers are all making a beeline

to malls as they are the perfect connecting place to their target audiences. Banks, credit card

companies, cars, and airline companies are all focusing on co-branding activities with

retailers who are selling every little inch of space for signs; carry bags, end caps, trolleys or

in-store TV promos.

PRICE:

Monday, October 30, 2006antaloons sold branded garments at affordable prices.

?More than 70% of apparel sales at pantaloons consisted of

private labels like Bare, HNY,John Millers,AFL etc while rest were

brands such as Levis,Arrow,reebok etc.

?The price of private labels was 20%-25% lower as compared to

the branded once.

?In men’s wear retailers earned margin between 55%-60% on

private labels while in women’s wear it was between 48%-50%.

?Special event pricing

DISTRIBUTION:

?Promotional pricingPantaloons located at up market accessible & high

footfall locations.

?Initially,property was purchased & developed by

Biyani but after 2002 he decided to buy properties on

lease.

?In beginning the stores had a floor space of 4,500 sq

ft but later it grew bigger and occupied between

30,000-90,000 sq ft.

?It takes 20,000-25,000 sq ft in high traffic areas like

entertainment complexes and shopping malls.

?Pantaloon entered into a strategic alliance with Inox

leisure to take up spaces in multiplexes.

?One level distribution