EstablishmentThe company was founded in 1982 as a joint venture .

the name was derived from the newly-found company's goal of establishing both voice (VO),data (DA), phone(FONE) services over a mobile telephone network.

Speechmark logo, suggesting conversation

In terms of customers, therefore, only China Mobile is larger.

Vodafone Essar

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom circles in India.

Despite the official name being Vodafone Essar, its products are simply branded Vodafone.It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros.

SWOT Analysis

Strengths• Campaign penetrated

both in media as well as social networking sites.

• Wide media coverage through video.

• Easy and cheap animations leading to low production cost.

• No celebrity endorser- NO associated risks and costs.

Weakness• Had an undermining

effect on the brand.• Difficulty in

understanding problems faced by rural populations.

Opportunities

• Revolution in the conventional way of advertising that was through public figures and celebrities.

• Low advertising cost leading to provision of cheaper services.

• Huge market

Threats

• Threat of legal action by workers.

• Obvious threat from other mobile tariffs e.g. Virgin

VODAFONE TAKEOVER

Vodafone(Briton)A Foreign company

Takes over HTIL(Whampoa group of Li-Ka Shing.

Hong KongA foreign company

Hutchison Essor

Indian Company

Essor group

Asim Ghosh-12%A.Singh and other companies

(Minority)

67%

STRATEGIES

EXPANSION STRATEGY:• Meeting societies’ needs provides

more opportunities.• Extending business in emerging

markets – Africa and India.SUSTAINABILITY STRATEGY:• Operating standards are consistent.• Deliver progress against

stakeholders expectation

Market Strategy of Vodafone

• Our strategic objective is - Innovate and deliver on

customer’s total communications needs.

• Vodafone too, needed to educate consumers about cellular telephony:-

-Can I call std? -Can I use my phone in a lift? -what is airtime?

Commercial Strategy of Vodafone

• Rebranding -Stores -Mass media coverage• Innovative distribution to reach the customer -Exclusive shops -Hub and spoke -Associate distributions• Customer service -Shops and call centers -Vans -Help desks

4 Ps

Product:• A product with many different features provides

customers with opportunities to– chat,– play games, – send and receive pictures,– change ring tones,– receive information about travel and sporting events,– obtain billing information – and soon view video clips and send video messages.

 • Vodafone live! provides on-the-move information

services. 

Place:• Vodafone UK operates over 300 of

its own stores.• It also sells through independent

retailers e.g. Carphone Warehouse.• Customers are able to see and

handle products they are considering buying.

• People are on hand to ensure customers’ needs are matched with the right product and to explain the different options available.

Price:

• Vodafone wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users.

• It offers various pricing structures to suit different customer groups.

• Monthly price plans are available as well as prepay options. Phone users can top up their phone on line.

Promotion

• Vodafone works with icons such as Zoozoos & Pug

to communicate its brand values.

• Uses above the line promotion.

• Stores have special offers, promotions and point of

sale posters to attract those inside the stores to buy.

• Vodafone's stores, its products and its staff all

project the brand image.

• Vodafone actively develops good public relations by

sending press releasest national newspapers and

magazines to explain new products and ideas.

PEST Analysis : A Environmental Scanning

Political :• Governmental and legal issues

affecting how the company operates» Regulation»Infrastructure»Banning of phone use in certain circumstances»Health issues

Economic : Factors affecting the purchasing

power of the customers and the company’s cost of capital

»Cost of 3G license»Cost of calls being driven down»Worldwide recession»Third world countriesSocial :

Demographic and cultural aspects of environment which influence customer need and market size

• Health issues• Demographic• Social trends

• Picture phone• Mobile etiquette• Saturation point

Technological :» 3G»UMTS(2.5G)»GPRS/WAP»SMS / MMS

STP Analysis

Segmentation : income

• Age• Service usage• Life of service• Geographical condition• Nature of customer • Institutional• Sole

Targeting

• Vodafone is adopting multi-segment approach .they are offering a series of differentiated products to their respective markets.

• Home calling cards for the families of those professional who use to work abroad.

• Rs. 10 recharge for small user.• Cheap SMS facility for youth• Facilities for circle users.• video

Positioning :

• “where you go the network follows you “• Hutch , as a brand, always tried to

connect with consumers in simple, honest and real manner, while vodafone is more young and fun brand. So consumer will see a shift reflecting a more vibrant brand.

• The “pug” and actor Irfan Khan will be retained for the brand position.

• They are talking about the exclusivity of the network and the service they are offering to the customer.

Competitors in Market

Competitive Analysis (Positioning Strategy

• Vodafone has veered towards warmth and emotions.

• Vodafone used the powerful visual imagery of a dog.

• Airtel is focused on functionally and efficiency.

• Airtel choose to use music, which is not nearly as effective.

Competitive Analysis (Target Audience)

• They are targeting middle class person as their target audience.

• It can be justified by their product like chota recharge.

•A group or class of persons enjoying superior intellectual or social or economic status

•Up market professionals

Consumer issues• Maintaining consumer trust

• Clarity of pricing, handling customer privacy, protect customers from inappropriate content.

• Driving safety

• Mobile thefts

Consumer issues

• Concerns about misuse of services.

• Consumer satisfaction with sevices and products.

• Helping parents

Creative ads and schemes of vodafone

• Vodafone ads have been creative and amusing.

• Happy to help

• Campus card

• Cheaper sms

• Zoo-Zoos

• Video

Making of zoo-zoos

Future plans

• Low cost high-end handsets.

• Making mobile telephony more affordable to indian consumers.

• Investment into rural india.

Jayvardhan Agrawal 2

Ekta Agrawal 3

Harshvardhan Agrawal 4 Forum Mehta - 35

Juhi Parekh - 42