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    A SUMMER TRAINING PROJECT

    ON

    CUSTOMER SATISFACTION WITH RESPECT TO

    VODAFONE

    A project report submitted in partial fulfillment of the requirements

    For the degree of Master of Business Administration (III Sem)

    Batch: 2012-14

    SUBMITTED TO

    Mr. Satyendra Arya

    Faculty Guide

    SUBMITTED BY

    Gaurav Kumar Malik

    MBA (III Sem)

    Roll No. TMG1202036

    COLLEGE OF MANAGEMENT & COMPUTER APPLICATION

    (Affiliated to Teerthanker Mahaveer University, Moradabad)

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    DECLARATION

    I hereby declare that the project report entitled:

    A Project Report on Customer Satisfaction with respect to Vodafone"

    submitted in partial fulfillment of the requirement for the degree ofMaster of

    Business Administration to Teerthanker Mahaveer University, Moradabad, is

    my original work and not submitted for the award of any other degree, diploma,

    fellowship, or any other similar title or prizes.

    Place: _________

    Date: _________

    Gaurav Kumar Malik

    MBA (III Sem)Roll No. TMG1202036

    2

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    CERTIFICATE

    The project report ofGaurav Kumar Malik, Student of MBA (III Sem),

    Roll No. TMG1202036) A Project Report on Customer Satisfaction with

    respect to Vodafone" is approved and is acceptable in quality and form.

    ___________

    Faculty Guide

    3

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    ACKNOWLEDGEMENT

    I would like to thanks and gratitude to All the faculty members of College ofManagement & Computer Application (TMU), Moradabad for their valuable guidance

    and support at all time.

    I am thankful to all those people who provided me all the necessary information directly or

    indirectly throughout this project report completed at time.

    Gaurav Kumar Malik

    MBA (III Sem)

    Roll No. TMG1202036

    4

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    TABLE OF CONTENTS

    Page Nos.

    Executive Summary 06-07

    Introduction 08-67

    Problem of the Study 68

    Objective 69

    Research Methodology

    70-83

    Analysis

    84-85

    Conclusions 86

    Recommendations 87

    Bibliography

    88

    Appendix 89-91

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    EXECUTIVE SUMMARY

    It is also intended to probe the areas where Vodafone can improve and areas where it leads

    from the other private players in the market.

    India's telecommunications market is among the highest-potential markets globally, marked

    by deregulation and rapid growth. Its cellular market alone is growing at 60% annually. This

    demand will only accelerate as new technologies emerge to make new services possible.

    Vodafone plans to grow its telecom business both in terms of geographical reach and in terms

    of the products and services we will offer.

    Vodafone is brought to you by Vodafone India Limited, one of the worlds leading

    cellular service providers. We are known for our innovative approach and world class

    technology. Our goal is to provide you superior products and services, anytime and

    anywhere.

    Vodafone established its presence in India in 1994, through a joint venture with Max India

    Limited. In 1995, Vodafone in Mumbai & Gujarat, Kolkata, Andhra Pradesh, Karnataka,

    Delhi, Chennai, Haryana, Rajasthan and UP (E).

    India's telecommunications market is among the highest-potential markets globally, marked

    by deregulation and rapid growth. Its cellular market alone is growing at 60% annually. This

    demand will only accelerate as new technologies emerge to make new services possible.

    Vodafone plans to grow its telecom business both in terms of geographical reach and in terms

    of the products and services we will offer.

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    VALUE ADDED SERVICES

    Almost all the respondents are in for value added services. They would like to have

    more information available on the cell phone. They wanted services like local

    information on the cell phone.

    While completing this project I found out that word of mouth was also an important

    factor for choosing mobile service providers. For the study, both primary data and

    secondary data were required. The primary data was collected based on a survey research,

    using a structured questionnaire with both open and closed end questions.

    The sampling procedure was probability sampling. Since the sample units were to be

    cellphone subscribers, a stratified random sample was used. The mode of survey was of

    personal interview, where the respondents filled up the questionnaires. The secondary data

    was collected from business newspapers, magazines, company brochures, journals and the

    internet.

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    INTRODUCTION

    Over867.02 millionpeople are using mobile phones in India today. More than 150% growth

    over last fiscal, being attributed to increased competition and sharp fall in tariffs during the

    past 12-15 months. Of the total mobile subscriber base, GSM (Global System for Mobile)

    cellular industry - led by Bharti, BSNL, VODAFONE & IDEA - showed impressive growth

    of 106%. There were 850 million GSM subscribers at the end of March 2013.

    CDMA was 71.5 lakh at the end of March, 2013 with Reliance accounting for over 6.4 million

    subscribers, followed by Tata Teleservices having 6.2 lakh customers. 15 lakh subscribers

    joined the GSM base last month and over 4 lakh opted for CDMA mobile phones. Of the total

    mobile subscriber base, GSM cellular industry - led by Bharti, BSNL and VODAFONE -

    showed impressive growth of 106 per cent. There were 26.1 million GSM subscribers at the

    end of March 2004, up from 13.4 million last March.CDMA was 7.1 million at the end of

    March, 2004 with Reliance accounting for over 6.4 million subscribers, followed by Tata

    Teleservices (Indicom), way behind at 620,000 customers.

    Now with the launch of the Chinese mobile brand Kejian has been launched in India. The

    company plans to spend close to Rs.40-crore in marketing promotions this year to establish

    the brand's identity. Kejian has tied-up with the newly floated Trust Telecom Technologies

    (part of Rs.600-crore Rajgarhia Group) for sales, marketing and service of the mobile handsets

    in India and SAARC region. To start with, the company has launched four GSM models in the

    price range of Rs.4,905 to Rs.16,650 offering latest features like high resolution colour

    screens, video cameras and sleek looks. Of the total mobile subscriber base, GSM cellular

    industry - led by Bharti, BSNL and VODAFONE - showed impressive growth of 106 per cent.

    There were 26.1 million GSM subscribers at the end of March 2004, up from 13.4 million last

    March.CDMA was 7.1 million at the end of March, 2004 with Reliance accounting for over

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    6.4 million subscribers, followed by Tata Teleservices (Indicom), way behind at 620,000

    customers.

    So far the youth and upper middle class has led the growth and bought into mobile

    lifestyle. But the ever cheaper pricing plans are coming to make mobile a commodity

    like shampoos and soap. Can you hear me now, no you dont because soon there will

    be a billion Indians talking.

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    http://news.bbc.co.uk/2/hi/business/3585257.stmhttp://news.bbc.co.uk/2/hi/business/3585257.stm
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    COMPANY PROFILE

    Vodafone is brought to you by Vodafone India Limited, one of the worlds leading

    cellular service providers. We are known for our innovative approach and world class

    technology. Our goal is to provide you superior products and services, anytime and

    anywhere.

    Our values are stated simply. To be fair and transparent in what we do and how we do

    it. To provide you quality services with more customer friendly practices. To make

    your communications experience simple, pleasurable and fun. Where you don't simply

    get technology - but technology that is relevant. Where solutions are not just promised

    in the future - but delivered in the present.

    10

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    VODAFONE established its presence in India in 1994, through a joint venture with Max

    India Limited. In 1995, VODAFONEison Max Tel Mumbai and VODAFONE in Gujarat,

    Kolkata, Andhra Pradesh, Karnataka, Delhi, Chennai, Haryana, Rajasthan and UP (E).

    Today, VODAFONEison is the one of the largest providers of cellular services in India with

    presence in all the major regions - Orange .It is also the country's largest roaming operator,

    with a more extensive network in India and around the world than any other operator.

    It is part of the Hong Kong based multinational conglomerate VODAFONEison Whampoa

    Limited, a Fortune 500 company, and one of The largest companies listed on the Hong Kong

    Stock Exchange. Its operations span 41 countries across the Asia Pacific region, Europe and

    the Americas.

    VODAFONEison affiliates jointly account for the largest number of cellular subscribers in

    India numbering over 5 million. ecom became the first operator in India to launch its cellular

    service. Mumbai and VODAFONE in Gujarat, Kolkata, Andhra Pradesh, Karnataka, Delhi,

    Chennai, Haryana, Rajasthan and UP (E).

    11

    http://www.hutchison-whampoa.com/http://www.hutchison-whampoa.com/http://www.hutchison-whampoa.com/http://www.hutchison-whampoa.com/
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    Essar was the principal partner of VODAFONEinson Whampoa in India. The

    VODAFONEinson group, with a combined market capitalization in Hong Kong of around US

    $170bn (Rs.790, 500 crore), is a significant world telecom player. Essar has the right to

    participate as an equity shareholder in all of VODAFONEison's future ventures in India.

    VODAFONEinson is chalking out an Indian platform from Gujarat in the west through all of

    North India to West Bengal on the east coast and is planning further expansions. As

    VODAFONEison's Indian partner.

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    VISION

    To make mobile communications a way of life and be the customers' first choice.

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    Our Mission

    We will meet the mobile communication needs of our customers through:

    Error- free service delivery

    Innovative products and services

    Cost efficiency

    Unified Messaging Solutions

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    Performance Culture

    We benchmark our processes and performance against world-class standards. We distinguish

    between performers and non-performers by valuing achievement at the individual as well as

    the team level. Ours is a culture of inclusively where feedback, learning and ideas are actively

    encouraged, sought and acted upon.

    Valuing Partnership

    We are committed to building exemplary relationship with our partners, which stand on the

    principles of mutual trust and mutual growth.

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    Valuing People

    We nurture an environment where people are respected and their uniqueness is valued. We

    believe that people are our key differentiators.

    Responsible Corporate Citizenship

    We are committed to making a positive and proactive contribution to the community. As a

    responsible corporate citizen we will contribute to and abide by environmental and legal

    norms.

    Ethical Practices

    We will uphold the highest ethical standards in all internal and external relationship. We will

    not allow misuse or misrepresentation of any kind.

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    Moto of Vodafone

    Red - Red is Warm

    Rock Solid - Rock Solid is dependable

    Rest Less Restless is rewriting the rules

    What we do

    Mobile is always at the heart of what we do, but now we are moving into integrated mobile

    and PC communication services.

    We are doing that in two ways wirelessly through 3G and HSDPA (High-Speed

    Download Packet Access), but also using fixed line broadband services like DSL (Digital

    Subscriber Line).

    Our customers benefit from a complete Vodafone experience in and out of their homes and

    offices. They are notified about email with our consumer push email service, access

    existing instant messaging services on the move, and share images and video captured on

    their handsets.

    We offer a suite of products that, starting with voice calls, offers our customers an

    alternative to a traditional fixed telephone line. Vodafone Zuhause in Germany and

    Vodafone Casa in Italy, provide our customers with an easy-to-use mobile service,

    combined with low-cost fixed line telephony and DSL (Digital Subscriber Line)

    broadband.

    We have extended our reach into the office by delivering richer business applications and

    integrated fixed and mobile services, such as higher speed internet access.

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    Vodafone is a mobile network operator with its headquarters in Newbury, Berkshire,

    England, and UK. It is the largest mobile telecommunications network company in the

    world by turnover and has a market value of about 75 billion (August 2008). Vodafone

    currently has operations in 25 countries and partner networks in a further 42 countries.

    The name Vodafone comes from Voicedataphone, chosen by the company to "reflect the

    provision of voice and data services over mobile phones."

    As of 2006 Vodafone had an estimated 260 million customers in 25 markets across 5

    continents. On this measure, it is the second largest mobile telecom group in the world

    behind China Mobile.

    In the United States, Vodafone owns 45% of Verizon Wireless, the largest American

    mobile telecommunications company. Vodafone's original logo used until the introduction

    of the speech mark logo in 1997

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

    rejected. Vodafone's interest in Mannesmann had been increased by the latter's purchase of

    Orange, the UK mobile operator. Chris Gent would later say Mannesmann's move into the

    UK broke a "gentleman's agreement" not to compete in each other's home territory. The

    hostile takeover provoked strong protest in Germany and a "titanic struggle" which saw

    Mannesmann resists 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. The conglomerate was subsequently broken up and

    all manufacturing related operations sold off.

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    On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In April 2001

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

    In 2001 the Company took over Eircell, then part of eircom in Ireland, and rebranded it as

    Vodafone Ireland. It then went on to acquire Japan's third-largest mobile operator J-Phone, whichhad introduced camera phones first in Japan.

    On 17 December 2001 Vodafone introduced the concept of "Partner Networks" by signing TDC

    Mobil of Denmark. The new concept involved the introduction of Vodafone international services

    to the local market, without the need of investment by Vodafone. The concept would be used to

    extend the Vodafone brand and services into markets where it does not have stakes in local

    operators. Vodafone services would be marketed under the dual-brand scheme, where the

    Vodafone brand is added at the end of the local brand. (i.e., TDC Mobil-Vodafone etc.

    Vodafone Global Enterprise

    Global Enterprise is a business set up by Vodafone with the sole purpose of handling Vodafone's

    multinational clients. It is the high end business to business section of Vodafone group, and acts

    like an operating country (such as for example Vodafone UK). Devices and services available in

    any operating country are available to Global Enterprise customers in the same country, and so

    Vodafone Global Enterprise is able to offer a wide range of products. Vodafone Global

    Enterprise has a presence in over 65 countries and this number is expected to grow in future, as

    with the recent acquisition ofGhana Telecom. Since its foundation in 2007, Global Enterprise has

    aimed to be a world leader in managed mobility services. Vodafone Global Enterprise are

    headquartered inNewbury, but do have operatives around the world; while many of Vodafone's

    marketing employees are relocated to London, Global Enterprise' team will remain in Newbury.

    Nick Jeffery leads Vodafone Global Enterprise. He led the creation of Vodafone Global Enterprise

    in 2007 and continues to define the strategy and operational execution for Vodafone's relationship

    with multi-national corporate customers. Global Enterprise have a dedicated group of account

    managers, at both global and national levels, who look after customers needs, and are supported

    by pre-sales and technical consultancy teams.

    In February 2002 Finland was added into the mobile community, as Radiolinja is signed as a

    Partner Network. Radiolinja later changed its named to Elisa. Later that year the Company

    rebranded Japan's J-sky mobile internet service as Vodafone lives! And on 3 December 2002 the

    Vodafone brand was introduced in the Estonian market with signing of a Partner NetworkAgreement with Radiolinja (Eesti). Radiolinja (Eesti) later changed its name to Elisa.

    On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom Austria.

    As a result, Austria, Croatia, and Slovenia were added to the community. In April 2003 Og

    Vodafone was introduced in the Icelandic market and in May 2003 Vodafone Italy (Omnitel

    Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania was added to the

    community, with the signing of a Partner Network agreement with Bite.

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    http://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/wiki/Eircellhttp://en.wikipedia.org/wiki/Eircellhttp://en.wikipedia.org/wiki/Eircomhttp://en.wikipedia.org/wiki/Irelandhttp://en.wikipedia.org/wiki/Vodafone_Irelandhttp://en.wikipedia.org/wiki/TDC_A/Shttp://enterprise.vodafone.com/site/enuk/home/p_home.jsphttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Business_to_businesshttp://enterprise.vodafone.com/site/enuk/about_vge/where_we_operate/p_footprint.jsphttp://en.wikipedia.org/wiki/Ghana_Telecomhttp://en.wikipedia.org/wiki/Newbury,_Berkshirehttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Newburyhttp://en.wikipedia.org/wiki/Strategyhttp://en.wikipedia.org/wiki/Elisa_Oyjhttp://en.wikipedia.org/wiki/Elisa_Oyjhttp://en.wikipedia.org/wiki/Mobilkom_Austriahttp://en.wikipedia.org/wiki/Austriahttp://en.wikipedia.org/wiki/Croatiahttp://en.wikipedia.org/wiki/Sloveniahttp://en.wikipedia.org/wiki/Og_Vodafonehttp://en.wikipedia.org/wiki/Og_Vodafonehttp://en.wikipedia.org/wiki/Omnitelhttp://en.wikipedia.org/wiki/Vodafone_Italyhttp://en.wikipedia.org/wiki/Lithuaniahttp://en.wikipedia.org/wiki/File:Vodafoneoldlogo.pnghttp://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/wiki/Eircellhttp://en.wikipedia.org/wiki/Eircomhttp://en.wikipedia.org/wiki/Irelandhttp://en.wikipedia.org/wiki/Vodafone_Irelandhttp://en.wikipedia.org/wiki/TDC_A/Shttp://enterprise.vodafone.com/site/enuk/home/p_home.jsphttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Business_to_businesshttp://enterprise.vodafone.com/site/enuk/about_vge/where_we_operate/p_footprint.jsphttp://en.wikipedia.org/wiki/Ghana_Telecomhttp://en.wikipedia.org/wiki/Newbury,_Berkshirehttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Newburyhttp://en.wikipedia.org/wiki/Strategyhttp://en.wikipedia.org/wiki/Elisa_Oyjhttp://en.wikipedia.org/wiki/Elisa_Oyjhttp://en.wikipedia.org/wiki/Mobilkom_Austriahttp://en.wikipedia.org/wiki/Austriahttp://en.wikipedia.org/wiki/Croatiahttp://en.wikipedia.org/wiki/Sloveniahttp://en.wikipedia.org/wiki/Og_Vodafonehttp://en.wikipedia.org/wiki/Og_Vodafonehttp://en.wikipedia.org/wiki/Omnitelhttp://en.wikipedia.org/wiki/Vodafone_Italyhttp://en.wikipedia.org/wiki/Lithuania
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    In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's LuxGSM

    and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to rename its mobile phone

    operations to Cytamobile-Vodafone. In April 2004 the Company purchased Single point airtime

    provider from John Caudwell (Caudwell Group) and approx 1.5million customers onto its base for

    405million, adding sites in Stoke on Trent (England) to existing sites in Newbury (HQ),

    Birmingham, Warrington and Ban bury. In November 2004 Vodafone introduced 3G services intoEurope.

    In June 2005 the Company increased its participation in Romania's Connex to 99% and also

    bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the Czech Republic was

    rebranded as Oskar-Vodafone. Later that year on 17 October 2005 Vodafone Portugal launched a

    revised logo, using new text designed by Dalton Maag, and a 3D version of the Speech mark logo,

    but still retaining a red background and white writing (or vice versa). Also, various operating

    companies started to drop the use of the SIM card pattern in the company logo. (The rebranding of

    Oskar-Vodafone and Connex-Vodafone also does not use the SIM card pattern.) A custom

    typeface by Dalton Maag (based on their font family Interface) formed part of the new identity.On 28 October 2005 Connexin Romania was rebranded as Connex-Vodafone and on 31 October

    2005 the Company reached an agreement to sell Vodafone Sweden to Telenorfor approximately

    1 billion. After the sale, Vodafone Sweden became a Partner Network. In December 2005

    Vodafone won an auction to buy Turkey's second-largest mobile phone company, Telsim, for$4.5

    billion, In December 2005 Vodafone Spain became the second member of the group to adopt the

    revised logo: it was phased in over the following six months in other countries.

    In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre, a centre of

    expertise for the company dealing with Customer Care for its higher value customers, technical

    support, sales and credit control. All cancellations and upgrades started to be dealt with by thiscall centre. On 5 January 2006 Vodafone announced the completion of the sale of Vodafone

    Sweden to Telenor. On February 2006 the Company closed its Birmingham Call Centre. In 1

    February 2006 Oskar Vodafone became Vodafone Czech Republic, adopting the revised logo and

    on 22 February 2006 the Company announced that it was extending its footprint to Bulgaria with

    the signing of Partner Network Agreement with Mobiltel, which is part of mobilkom Austria

    group.

    On 12 March 2006 former chief, Sir Christopher Gent, who was appointed the honorary post

    Chairman for Life in 2003, quits following rumors of boardroom rifts. In April 2006 the Company

    announced that it has signed an extension to its Partner Network Agreement with BITE Group,

    enabling its Latvian subsidiary "BITE Latvija" to become the latest member of Vodafone's global

    partner community. Also in April 2006 Vodafone Sweden changed its name to Telenor Sverige

    AB and Connex-Vodafone became Vodafone Romania, also adopting the new logo. On 30 May

    2006 Vodafone announced the then biggest loss in British corporate history (14.9 billion) and

    plans to cut 400 jobs; it reported one-off costs of 23.5 billion due to the revaluation of its

    Mannesmann subsidiary. On 24 July 2006 the respected head of Vodafone Europe, Bill Morrow,

    quit unexpectedly and on 25 August 2006 the Company announced the sale of its 25% stake in

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    http://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Cytahttp://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/wiki/Connex_GSMhttp://en.wikipedia.org/wiki/Connex_GSMhttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Vodafone_Portugalhttp://en.wikipedia.org/wiki/Dalton_Maaghttp://en.wikipedia.org/wiki/Dalton_Maaghttp://en.wikipedia.org/wiki/Connex_GSMhttp://en.wikipedia.org/wiki/Connex_GSMhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/Eurohttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Telsimhttp://en.wikipedia.org/wiki/Telsimhttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Vodafone_Spainhttp://en.wikipedia.org/wiki/Vodafone_Swedenhttp://en.wikipedia.org/wiki/Vodafone_Swedenhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/Vodafone_Czech_Republichttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Mobilkom_Austriahttp://en.wikipedia.org/wiki/Vodafone_Swedenhttp://en.wikipedia.org/wiki/Vodafone_Romaniahttp://en.wikipedia.org/wiki/Mannesmannhttp://en.wikipedia.org/wiki/Bill_Morrow_(Executive)http://en.wikipedia.org/wiki/Luxembourghttp://en.wikipedia.org/wiki/Cytahttp://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/wiki/Connex_GSMhttp://en.wikipedia.org/wiki/Czech_Republichttp://en.wikipedia.org/wiki/Vodafone_Portugalhttp://en.wikipedia.org/wiki/Dalton_Maaghttp://en.wikipedia.org/wiki/Dalton_Maaghttp://en.wikipedia.org/wiki/Connex_GSMhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/Eurohttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Telsimhttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Vodafone_Spainhttp://en.wikipedia.org/wiki/Vodafone_Swedenhttp://en.wikipedia.org/wiki/Vodafone_Swedenhttp://en.wikipedia.org/wiki/Telenorhttp://en.wikipedia.org/wiki/Vodafone_Czech_Republichttp://en.wikipedia.org/wiki/Bulgariahttp://en.wikipedia.org/wiki/Mobilkom_Austriahttp://en.wikipedia.org/wiki/Vodafone_Swedenhttp://en.wikipedia.org/wiki/Vodafone_Romaniahttp://en.wikipedia.org/wiki/Mannesmannhttp://en.wikipedia.org/wiki/Bill_Morrow_(Executive)
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    Belgium's Proximus for 2 billion. After the deal, Proximus was still part of the community as a

    Partner Network. On 5 October 2006 Vodafone announced the first single brand partnership with

    Og Vodafonewhich would operate under the name Vodafone Iceland and on 19 December 2006

    the Company announced the sale of its 25% stake in Switzerland's Swisscom for CHF4.25 billion

    (1.8 billion). After the deal, Swisscom would still be part of the community as a Partner

    Network. Finally in December 2006 the Company completed the acquisition of Aspective, anenterprise applications systems integrator in the UK, signaling Vodafone's intent to grow a

    significant presence and revenues in the ICT marketplace.

    Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as Telsim Vodafone and

    on 1 April 2007 Telsim Vodafone Turkey dropped its original brand and became Vodafone

    Turkey. In addition, Vodafone Turkey also gives service in Turkish Republic of Northern Cyprus.

    On 1 May 2007 Vodafone added Jersey and Guernsey to the community, as Airtel was signed as

    Partner Network in both crown dependencies. In June 2007 the Vodafone live! Mobile Internet

    portal in the UK was relaunched. Front page was now charged for and previously "bundled" data

    allowance was removed from existing contract terms. All users were given access to the "full"web rather than a Walled Garden and Vodafone became the first mobile network to focus an entire

    media campaign on its newly launched mobile Internet portal in the UK. On 1 August 2007

    Vodafone Portugal launched Vodafone Messenger, a service with Windows Live Messengerand

    Yahoo! Messenger.

    On 17 April 2008 Vodafone extended its footprint to Serbia as VIPs mobile was added to the

    community as a Partner Network and on 20 May 2008 the Company added VIP Operator as a

    Partner Network thereby extending the global footprint to the Republic of Macedonia. In May

    2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands.On 30 October 2008, the

    company announced a strategic, non-equity partnership with MTS group of Russia. The

    agreement adds Russia, Armenia, Turkmenistan, Ukraine, and Uzbekistan to the group footprint.

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    ASIA-PACIFIC

    NETWORKS IN ASIA-PACIFIC

    Majority-owned Minority-owned No Ownership

    Australia China mainland Afghanistan Armenia

    India Fiji Hong Kong Japan

    New Zealand India Malaysia Samoa

    Singapore Sri Lanka

    Thailand Turkmenistan

    Uzbekistan

    In July 1993 BellSouth New Zealand's network went live and October 1993 Vodafone Australia's

    network also went live. This was followed in July 1994 by Vodafone Fiji's network going live.

    In November 1998 Vodafone purchased BellSouth New Zealand which later became Vodafone

    New Zealand. In 1999 J-Phone launched the J-sky mobile internet service in response to Do

    Comosi-Mode service. In December 2002 J-Phone's 3G network went live.

    On 1 October 2003 J-Phone became 'Vodafone' and J-Phone's mobile internet service J-Sky

    becameVodafone Live!. On 3 November 2003 Singapore became a part of the community as M1

    was signed as partner network.

    In December 2004 Vodafone Australia agreed to deploy high-speed MPLS backbone network

    built byLucent Worldwide Services using Juniperhardware.[24]

    Then in April 2005 SmarTone changed the name of its brand to 'SmarTone-Vodafone' after both

    companies signed a Partner Network Agreement. In August 2005 Vodafone launched 3G

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    technologies inNew Zealand and in October 2005 it began launching 3G technology in Australia.

    On 28 October 2005 the Company announced the acquisition of a 10 per cent stake in India's

    Bharti Televentures, which operates the largest mobile phone network in India under the brand

    nameAirTel. On 22 December 2005 the Company announced the completion of the acquisition of

    the 10% stake in Bharti Televentures ofIndia.

    In January 2006 Indonesia, Malaysia, and Sri Lanka were added to the Vodafone footprint as

    Vodafone Group signed a partner network agreement with Telekom Malaysia. On 17 March 2006

    Vodafone announced an agreement to sell all its interest in Vodafone Japan to Softbank for 8.9

    billion of which 6.8 billion will be received in cash on closing of deal. Vodafone Japan later

    changed its name to Softbank Mobile. On 9 October 2006 Vodafone New Zealand bought New

    Zealand's 3rd largest I.S.P., iHug and on 1 November 2006 Vodafone Australia signed the

    Australian Football League (AFL)'s biggest individual club sponsorship deal with the Brisbane

    Lions for seasons 2007, 2008 and 2009.

    On 6 February 2007 along with the partnership with Digicel Caribbean (see below), Samoa was

    added as a Partner Market. Then on 11 February 2007 the Company agreed to acquire acontrolling interest of 67% in Hutchison Essar Limitedfor US$11.1 billion. At the same time, it

    agreed to sell back 5.6% of its AirTel stake back to the Mittals. Vodafone would retain a 4.4%

    stake inAirTel. On 21 September 2007 Hutch was rebranded to Vodafone in India.

    On 10 February 2008 Vodafone announced the launching of M-Paisa mobile money transfer

    service on Afghanistan's Roshan: Afghanistan was added to the Vodafone footprint.

    On 9 February 2009 Vodafone announced a merger with 3/Hutchison via a joint venture company

    VHA Pty Ltd, which would offer products under the Vodafone brand. Dtac in Thailand is signed

    as a partner network of the Group on 25 March 2009.

    On 18 September 2002 Vodafone signed a Partner Network Agreement with MTC group of

    Kuwait. The agreement involved the rebranding of MTC to MTC-Vodafone. On 29 December

    2003 Vodafone signed another Partner Network Agreement with Kuwait's MTC group. The

    second agreement involved co-operation in Bahrain and the branding of the network as MTC-

    Vodafone.

    On 3 November 2004 the Company announces that its South African affiliate Vodacom had

    agreed to introduce Vodafone's international services, such as Vodafone live! And partner

    agreements, to its local market.

    In November 2005 Vodafone announced that it was in exclusive talks to buy a 15% stake of

    VenFin in Vodacom Group, reaching agreement the following day. Vodafone and Telkom then

    had a 50% stake each in Vodacom. Vodafone now owns 65% of Vodacom after purchasing a 15%

    stake from Telkom.

    On 8 November 2006 the Company announced a deal with Telecom Egypt resulting in further co-

    operation in the Egyptian market and increasing its stake in Vodafone Egypt. After the deal,

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    Vodafone Egypt was 55% owned by the group, while the remaining 45% was owned by Telecom

    Egypt.

    In December 2007 a Vodafone Group-led consortium was awarded the second mobile phone

    license in Qatarand on 3 July 2008 Vodafone agreed to acquire a 70% stake in Ghana Telecom

    for $900 million. The acquisition was consummated on 17 August 2008. The same group-led

    consortium in Qatar wins the second fixed-line license in the said country on 15 September 2008.

    On 9 October 2008, the company offers to acquire an additional 15 per cent stake in Vodacom

    group from Telkom. The finalized details of the agreement were announced on 6 November 2008.

    The agreement calls forTelkom to sell a 15 of its 50 per cent stake in Vodacom to the group, and

    demerging the other 35 per cent to its shareholder. Meanwhile, Vodafone has agreed to make

    Vodacom its exclusive sub-Saharan Africa investment vehicle. Also, Vodafone agreed to continue

    maintaining the visibility of the Vodacom brand. The transaction is expected to close on May/June

    2009.

    On 28 January 2009, the group announced a partner network agreement with Du, the second-

    largest operator of the United Arab Emirates. The agreement involves co-operation on

    international clients, handset procurement, mobile broadband etc.

    On 18 May 2009, Vodacom floats onto the JSE Limited stock exchange in South Africa after

    Vodafone increased its stake by 15% to 65% to take a majority holding despite disputes by local

    trade unions.

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    TARIFF VOUCHERS , PLANS & SERVICES

    New to Prepaid

    Go mobile with a Vodafone Prepaid connection and control how much you spend with a

    Prepaid cell plan. Buy a special prepaid mobile handset for your Vodafone Prepaid mobile

    SIM card with our Prepaid mobile handset offers. To keep talking without any talktime or

    validity hassles make use of our flexible recharging options for your Vodafone Prepaid mobile

    SIM card: Prepaid recharge cards, eTopUp and Direct Top-Up. Its easy to find a Prepaid

    recharge topup too: weve got Prepaid outlets everywhere, so that you can stay connected

    wherever you are. And thats not all you can also subscribe to our unique Prepaid mobile

    services and Prepaid offers and make the most of your Vodafone Prepaid cell phone. Sounds

    good? Check out all the benefits that come along with a Prepaid connection from Vodafone

    India, and itll sound even better!

    Great prepaid offers

    Talk longer. SMS even more. Or get yourself a Vodafone Prepaid handset with a Prepaid handset

    offer. Get the best value for your money with Vodafones latest Prepaid offers that work with your

    Prepaid mobile tariff plan to make the most of your mobile Prepaid talktime.

    Prepaid offers on top-up recharge

    Make use of Vodafones prepaid offers to get a prepaid top-up recharge for the best deals on

    talktime, validity and call rates for Vodafone Prepaid cell phone

    Bonus CardsWant more?

    Low call rates, longer validity -get it all on your Vodafone mobile phone

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    Do away with long numbers

    Now you can make calls without entering your pin number every time.

    Now you can make calls without entering your pin number every time. Just sms WCC CREATE

    to 111 to register your number to a particular pin number. Once done, you can

    make calls without the pin by dialing 50118/50218/50318 For eg, 50318-001-12345678. Note: This facility is available with only 1 pin at a time.

    If you send an SMS with a second pin, it will automatically overwrite the first one without

    carrying your balance forward.

    World Calling Card

    Is a prepaid card that you can use with your Vodafone mobile phone to make STD & ISD calls.

    They even help you keep a tab on your long-distance call expenses. Plus no security deposit. It

    just keeps getting better.Recharge online

    You can recharge your Vodafone Prepaid mobile phone instantly without leaving the comfort of

    your chair. And all it takes is a few clicks. So, get started by entering your 10 digit Vodafone

    mobile phone number.

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    Prepaid outlets

    Find one right in your neighbourhood and drop in to choose from a range of Prepaid options.

    Vodafone Stores Come meet us, we'll help you out with everything you need.

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    "Telecommunications is the backbone of our future economy. International

    Competitiveness increasingly depends on the development of a telecommunications

    infrastructure that is compatible with international standards"

    The cellular industry all over the world has been witnessing very high growth rates in

    subscriber base in recent years. For developing countries in particular, cellular services are

    becoming a very significant proportion of the overall telecom infrastructure.

    The mechanics of competition within this market involve complex feedback effects

    between individual service providers and with their operating environment, and these

    forces play an important role in governing the growth of this industry.

    In a country like India which is not yet telephone-saturated and the ongoing changes in

    related areas are resulting in a rapidly changing profile of users, providers and their

    respective needs, continuous revision of the telecom policy is imperative. Given the

    emerging new technologies and the integrating economies there must be fairness among

    competitors

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    CELLULAR INDUSTRY IN INDIA

    The Government of India recognizes that the provision of a world-class telecommunications

    infrastructure and information is the key to rapid economic and social development of the country.

    It is critical not only for the development of the Information Technology industry, but also has

    widespread ramifications on the entire economy of the country. It is also anticipated that going

    forward, a major part of the GDP of the country would be contributed by this sector. Accordingly,

    it is of vital importance to the country that there be a comprehensive and forward looking

    telecommunications policy which creates an enabling framework for development of this industry.

    DOT

    DOT stands for department of telecom. It was started in the year 1992-93.The department is

    presently headed P.J. Thomas who issupported 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 myriad complexities of the world

    it was inevitable for the evolution of another field to make a distinct identity of its own. Thus the

    ball of development was set into motion & the telecommunication field gradually assumed a role

    of pre-eminence which is shared by few other engineering disciplines in the modern world.

    The Department established in the year 1992 emphasized in providing quality education with the

    practical aspects of learning given ample importance .The department encourages tech-savvy

    Projects which Whet the students appetite for technical exploration.

    TRAI

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    TRAI stands for Telecom Regulatory Authority of India. TRAI was established in the year 1997

    in pursuance of TRAI (Ordinance) 1997 which was later replaced by an act of parliament to

    regulate the telecommunication services. Some of the major recommendatory, regulatory & tariff

    setting.

    FUNCTIONS OF TRAI:

    Functions of TRAI are to make recommendations on the need & timing for introduction of new

    service provider ensure compliance of terms & conditions of license, effective management of

    spectrum, lay down the standards of quality of service to be provided by the service providers &

    ensure the quality of service & conduct the periodical survey of such service provided by the

    service providers so as to protect interest of the Consumers of telecommunication service, ensure

    effective compliance of universal service obligations notify the rates at which telecommunication

    services in India shall be provided under this act etc.

    Recently in exercise of powers conferred by Provision(K) (1) of Section 2 of the TRAI Act, the

    Central Government, Vide Notification no S0 44(E) dated 9th January 2004, has notified

    Broadcasting & Cable services to be telecommunication service.

    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.

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    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.

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    Promotion:

    Vodafone works with icons such as David Beckham to communicate its brand values.

    Advertising on TV, on billboards, in magazines and in other media outlets reaches large

    audiences and spreads the brand image and the message very effectively. This is known as

    above the line promotion.

    Stores have special offers, promotions and point of sale posters to attract those inside the

    stores to buy.

    Vodafones stores, its products and its staff all project the brand image.

    Vodafone actively develops good public relations by sending press releases to national

    newspapers and magazines to explain new products and ideas.

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    BOARD OF DIRECTORS & GROUP MANAGEMENT

    Sir John Bond- Chairman of Vodafone Group Plc

    Executive Directors:-

    Arun Sarin- Chief Executive

    Vittorio Colao- Deputy Chief Executive

    Andy Halford- Chief Financial Officer

    Deputy Chairman & Senior Independent Director

    John Buchanan- Deputy chairman & Senior Independent

    Director.

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    VISUAL IDENTITIES OF VODAFONE

    1. NAME:

    The name Vodafone originates from Voice Data Fone, which reflects provisions

    of voice and data over mobile phones. The name would serve as a reflection of the

    firm's goal of establishing a voice and data services over cellular

    telecommunication networks. VO represented voice and DA would symbolize data

    and FONE would represent the cellular network, hence Vodafone.

    In 1982 Racal Electronics plcs subsidiary Racal Strategic Radio Ltd. won one of

    two UK cellular telephone network licences. Vodafone was launched on 1 January

    1985. Racal Strategic Radio was renamed Racal Telecommunications Group

    Limited in 1985. On 29 December 1986 Racal Electronics bought out the minority

    shareholders of Vodafone for GB110 mil-lion.

    He named the server, Brezhnev and the workstations were named after American

    Presidents. In September 1988 the company was again renamed Racal Telecom and

    on 26 October 1988 Racal Electronics floated 20% of the company. The flotation

    valued Racal Telecom at GB1.7 billion. On 16 September 1991 Racal Telecom

    was demerged from Racal Electronics as Vodafone Group.

    2. LOGO:

    In 1997 Vodafone introduced its new corporate Speechmarklogo. This represents a

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

    opening and closing quotation marks, suggesting conversation.

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    3. SLOGAN/PHRASE:

    "Make the Most of Now"

    The Make the most of now tagline, in favour of the simpler Power to you. Instead of

    dictating to customers, Vodafone wants to let them know that they, with phone in hand

    hooked up to the mobile internet, are now in charge. It is not the big power, said Vittorio

    Colao the Italian chief executive of Vodafone, the mobilephone giant of his new brand

    identity. It is not the power of top down. It is bottom-up power. It really means that

    Vodafone puts the customer at the centre of what we do.

    For Colao , this is more than just a new marketing push. He has put polishing the

    companys brand and image, internally and externally, at the top of his in-tray. The centre

    of this company is marketing and human resources, he said. It is not the brand talking

    anymore and telling the customer what to do. It is the customer who will decide.

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    4. SHOWROOMS:

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    5. ADVERTISING:

    Zoo Zoos

    ZooZoo was created to promote the value added services ( VAS) of Vodafone. Vodafone was

    trying hard to capture the VAS Space because it is a potential cash cow for cellular companies.

    Vodafone also wanted to make the most of the IPL

    season 2. Although IPL is a crowd puller, it is also a marketer's nightmare because of the clutter.

    IPL attracts all the deep pocket advertisers and to standout, one needs to think out of the box.

    Thus ZooZoo was born. They were launched on April 20th 2009 with about 30 different TVCs for

    VAS including cricket alerts, beauty alerts, phone backup, call filter, live games, musical

    greetings etc. ZooZoo is a semi alien semi-human

    character living in an earth-like place ( lot of which is left to the viewer's imagination).These are

    very simple beings who are very expressive. They laugh aloud , cry loud and have a child like

    simplicity around them.The success of ZooZoo is the success of minimalism and simplicity.

    Although the production process of ZooZoo ads are not simple, as a consumer I was attracted to

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    the simplicity of the concept and the execution. ZooZoo also highlights the power of storytelling.

    Each ads tells a very simple story. After all brands are made through story telling.

    6. VODAFONE HELPLINE SERVICES:

    Vodafone has rolled out a new ad campaign, to take forward their 'Happy to Help' positioning.

    O&M has created the three TVCs which form a part of the series to promote Vodafone's customer

    care helpline service. Each of the three spots features the little girl and her adorable pug in

    situations where the pug gets to play the little girl's loyal help at hand. Talking about the

    campaign, Rajiv Rao, group creative director, O&M says, "The brief for the campaign was to

    bring alive the Vodafone Customer Service promise and make it more tangible.

    This is stage two of the campaign where we've specifically mentioned some of the services like

    24x7 day and night service, service at your door step with mobile vans, and over 3000 Vodafone

    stores at your service so that you are never too far from one." In the first TVC, the little girl is the

    only one to sit on a bench in her ballet class, while the other girls are practicing. Since the girl has

    forgotten her ballet shoes, her pug is racing against time to get across her shoes to her before the

    class ends. The commercial ends with the 'Happy to help at your doorstop' tagline, that focuses on

    the Vodafone Mobile Stores. In the second ad, the girl is swimming in a pool, and the pug follows

    her every move with a towel in its mouth.

    The objective behind this TVC was to showcase the 3000 plus Vodafone stores and mini-stores,

    and their convenient locations. In the last commercial, the pug is shown to keep watch outside the

    girl's tent, as she peacefully sleeps. This TVC portrays the pug as available for service at anytime,

    to draw a parallel with Vodafone's customer care service.

    7. BANNER ADVERTISING:

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    Mobile banners are probably the most common and fastest growing of the formats

    available on mobile. Similar in concept to Web banners, static or animated banners may be

    placed at the head and foot of portals, mobile sites or search results.

    Banner ads can be click to call, or click to download, but more commonly they click

    through to a mobile site or microsite.

    Demographic targeting options look up and use a customers age, sex, location, and the

    type of device they are using to offer a more relevant advertising experience. Contextual

    targeting options allow advertisers to target ads based on editorial channel, time of the day,

    day of the week, etc. Pricing for banner advertising is normally on a CPM basis, with rates

    depending on the market, the volume of spend and degree of targeting required.

    Typical click through rates for run of portal are 1-2% (10 times the internet average). As

    with the fixed internet rates, they can easily exceed this depending on the creative used,

    the message contained within and of course through the use of the aforementioned

    targeting.

    8. SPONSORED ALERTS:

    Content alerts covering a huge range of subjects including sport, entertainment, motoring

    and celebrity gossip are increasingly ad-funded. Subscribers opt to have the alert sent to

    them. This may be delivered on an event-based (e.g. a goal scored), daily or weekly basis.

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    Ads are inserted into these alerts, in return for which the subscriber receives the service for

    free. Users can link through from an alert to a mobile micro site for deeper engagement.

    Click through rates of over 10% can easily be achieved. Such content 'snacking' is proving

    increasingly popular with busy and 'on the go' audiences all around the world and allows

    targeting of specific consumer profiles and interest groups. Furthermore, long term

    placements provide an ongoing positive brand association with content that is valued by

    the subscriber.

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    BUSINESS OVERVIEW OF VODAFONE

    1) Technology and Resources:

    Network Infrastructure: - Connects all customers together and enables the Group to

    provide mobile and fixed voice, messaging and data services. Vodafone operates

    2G networks in all its mobile operating subsidiaries and an increasing number of

    3G networks providing customers with an enhanced data experience.

    Supply chain Management: - Handsets, network equipment, marketing and IT

    services amount for the majority of Vodafones purchase, with the bulk being

    sourced from global suppliers.

    Research & Development:-The emphasis of the Group R&D work programmed is

    to contribute leading edge technical capabilities to Vodafones thought and

    leadership offerings and identify new and emerging opportunities.

    Licenses:-Vodafone has mobile licenses in all of the countries in which it operates,

    as well as fixed licenses in a number of markets.

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    Information Technology:-Provides the IT systems to deliver customer service and

    the capability to change customers for use of Vodafones services.

    2) People:

    Vodafone employed over 79,000 people worldwide during the 2009 financial year

    and aims to attract , develop and retain the best people by providing a stimulating

    and safe environment and offering attractive performance based incentives and

    rewarding career opportunities.

    3) Marketing & Distribution:

    i. Marketing & Brand:-

    Vodafone has continued to focus on delivering a superior, consistent and

    differentiated customer experience through its brand and communication activities.

    Customer Delight Index:-Tracks customer satisfaction and identifies the drivers of

    customer delight.

    Sponsorship:-The Groups global sponsorship strategy, with central and local sponsorship

    agreements, has delivered strong results across all Vodafone markets.

    ii. Distribution:-

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    Direct Distribution:-Includes owned and franchise retail stores, sales forces selling to

    enterprise customers and, increasingly, the Internet.

    Indirect Distribution:-Includes third party service providers, independent dealers,

    distributors and retailers and mobile virtual network operators (MVNOs).

    4) Services and Devices:

    Voice:-Vodafones core services to customers are to provide mobile voice

    communications and this continues to make up the largest portion of the Groups revenue.

    Messaging:-Allows customers to send and receive text, picture and video messages using

    mobile devices.

    Data:-The Group offers email, mobile connectivity and Internet on Your Mobile to

    enhance customers access to data services.

    Fixed Line:- Provides customer with fixed broadband and fixed voice and data solutions to

    meet their total communication needs.

    Other:-Includes mobile advertising and business managed services as well as incoming

    roaming and wholesales MVNO.

    Handsets:-The Group has a wide ranging handset portfolio covering different customer

    segments, price points and an increasing variety of designs.

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    Vodafone Mobile Broadband.

    Business Description

    Business Segments:

    Vodafone operations are divided into two primary business segments: mobile

    telecommunications & nonmobile telecommunications.

    Product & Services:-

    Voice Services

    Social Products

    Messaging Services

    Vodafone live!

    Vodafone live! With 3G

    Vodafone Mobile Connect Data Cards

    Roaming Services

    Other Business Services.

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    iPhone 3G

    Features

    Voice & Dataplans

    EMI Offers etc

    World Calling Cards

    Vodafone PCO

    Services- An Overview

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    Callertunes

    Vodafone Music Junction

    Vodafone Music Station

    Ringtones

    Bhakti Sagar

    SMS Tones

    Shaadi.comMovies

    Music

    Humor

    Dating etc

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    Sports

    CricketVodafone Alerts- Sports

    Finance

    Portfolio Tracker

    Stocks, Forex & Bulliton

    Mobile Banking etc

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    Dial in Services

    Live Counseling

    Ask Me

    Airlines etc

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    Focusing on Vodafone Employees.

    o Outstanding people working together make Vodafone exceptionally

    successful.

    o Vodafone seeks to attract, develop, reward and retain outstanding

    employees.

    Vodafone has grown with presence in many countries than any other mobile operator, and

    that gives it the competitive edge described as GLOBAL SCALE and SCOPE. They have

    set of factors and capabilities that allow them consistently outperform. So if Vodafone

    keeps its focus on what it already has and keeps on building onto that with continuous

    improvement it will be able to sustain its competitive advantage. Therefore, in the coming

    future they can gain more market share and provide better services with increased level of

    satisfaction.

    Major Mergers & Acquisition

    Vodafone calls shots in Hutchison merger:-

    Vodafone and Hutchison plan to merge their businesses into a new group called VHA Pvt.

    Ltd, which will service more than 6million customers.

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    The deal will result in the gradual phasing out Hutchisons 3 brand in Australia as

    Vodafone becomes the main brand. Hutchison Australia chief executive and newly

    appointed VHA chief Nigel Dews said the merged groups roadmap for new technology

    played a pivotal role in the decision to explore the joint venture.

    Last year, Vodafone set a deadline of Christmas to upgrade its 3G network to cover 95%

    of Australians, but the date was pushed back when Ericsson sought more time to complete

    it. Vodafone said the merger would not affect the new schedule to complete its 3G

    expansion. Once the merger was completed, Vodafone-Hutchison would move quickly to

    eclipse OPTUS as Australias second largest mobile operator, Mr. Dews said. Well be

    nicely on the tail of No.2 in some markets and I dont think it will be long until we are

    No.2 in the areas we operate.

    We will be moving as quickly as we can to get there.

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    KEY BUSINESS STRATEGIES

    Marketing strategy is a key part of overall corporate strategy, which is concerned with

    developing plans for finding out what customers want and then efficiently meeting their

    requirements.

    Expanding Global Presence

    Branding Initiatives

    Focusing on the Japanese Market

    One of their key goals is to recover the first place in terms of number of users and revenue.

    Vodafones strategy is customer focused and product led; the company is continually

    developing new products and services which utilize the latest technological advances. To

    keep its leading edge, Vodafone is continually looking to add value to the services it

    provides and to the packages it offers to customers.

    Vodafone Marketing Strategy:-

    The new brand name also heralded the arrival of a new mascot, the "Vodafone" pug.

    When Vodafone launched the Abby-winning "Wherever you go our network will follow'"

    ad, viewers believed that was Vodafone's new slogan, but it was just one brand attribute

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    VALUE-ADDED SERVICES:

    "Privileges" (discount coupon booklets), cricket scores and stock market information

    have formed as critical a part of Hutch's marketing efforts as its advertising.

    Vodafone World (GPRS service),

    Vodafone Alive (non-stop, streaming action)

    Vodafone 4Help, a unique dial-in 'convenience' service, all emphasize the premium

    attributes of the service.

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    COMPETITORS OF VODAFONE

    BHARTI AIRTEL LTD.

    AirTel comes to you from Bharti Cellular Limited - a part of the biggest private integratedtelecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which

    include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also

    manufactures and exports telephone terminals and cordless phones. Apart from being the

    largest manufacturer of telephone instruments in India, it is also the first company to export its

    products to the USA. Bharti is the leading cellular service provider, with a footprint in 15

    states covering all four metros. It has over 4.5 million satisfied customers.

    IDEA

    Idea Cellular, called Birla Tata AT&T before being renamed in May 2002, is India's leading

    cellular services provider. It was set up in January 2001 following the merger of Tata Cellular

    and Birla AT&T Communications. In February 2001, Idea Cellular acquired RPG Cellcom,

    which is now called BTA Cellcom and has operations in Madhya Pradesh and Chhattisgarh.

    The Idea Cellular footprint currently covers five circles: Maharashtra, Gujarat, Andhra

    Pradesh, Madhya Pradesh (including Chhattisgarh) and New Delhi. Its services span the

    entire cellular value chain from voice to text. During 2001-2002, Idea Cellular was India's

    fastest growing cellular operator, registering an annual growth rate of 135 per cent.

    Thanks to the frontline technology from Nokia and Ericsson at its command, the

    company can offer its customers extensive coverage, quality service and minimal congestion

    levels. Currently it has an approximate subscriber base of 1.25 million, which amounts to 26.2

    per cent in its five circles of operation (and 10.7 percent of the all-India total). Idea also enjoys

    market leadership in two of its circles of operation, Maharashtra and Goa, and Andhra

    Pradesh.

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    excellence and innovation in the manufacturing and service sectors, leading to improved

    performance.

    In March 2003, Idea (Madhya Pradesh and Chhattisgarh) was declared the No 1 cellular

    service in India by the Telecom Regulatory Authority of India (TRAI) for the secondconsecutive time.

    Contact

    Sharada Centre, 11/1, Erandwane,Off Karve Road, Pune 411 004,India.

    Tel: +91-20-412 3123, Fax: +91-20-412 3999

    RELIANCE COMMUNICATIONS LTD.

    Reliance Group founded by Shri Dhirubhai H. Ambani (1932-2002) is India's largest business

    house with total revenues of Rs 80,000 crores (US$ 16.8 billion), cash profit of over Rs 9,800

    crores (US$ 2.1 billion), net profit of over Rs 4,700 crores (US$ 990 million) and exports of

    Rs 11,900 crores (US$ 2.5 billion).

    The group's activities span exploration and production (E&P) of oil and gas, refining and

    marketing, petrochemicals (polyester, polymers, and intermediates), textiles, financial services

    and insurance, power, telecom and infocom initiatives. Reliance emerged as India's Most

    Admired Business House, for the second successive year in a TNS-Mode survey for 2002.

    The Reliance Group Companies include: Reliance Industries Limited, Reliance Capital

    Limited, Reliance Industrial Infrastructure Limited, Reliance Telecom Limited, Reliance

    Infocomm Limited, Reliance General Insurance Company Limited, Indian Petrochemicals

    Corporation Ltd. and Reliance Energy Ltd.

    Reliance Infocomm envisions a digital revolution that will sweep the country and bring about

    a New Way of Life. A digital way of life for a New India. With mobile devices, netways and

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    broadband systems linked to powerful digital networks, Reliance Infocomm will usher

    fundamental changes in the social and economic landscape of India.

    Reliance Infocomm will help men and women connect and communicate with each other. It

    will enable citizens to reach out to their work place, home and interests, while on the move. It

    will enable people to work, shop, educate and entertain themselves round the clock, both in

    the virtual world and in the physical world. It will make available television programmes,

    movies and news capsules on demand. It will unfurl new simulated virtual worlds with

    exhilarating experiences behind the screens of computers and televisions.

    Users of Reliance Infocomm's full range of services would no longer need audiotapes and

    CDs to listen to music. Videotapes and DVDs would not be necessary to see movies. Books

    and CD ROMs would not be needed to get educated. Newspapers and magazines would not

    be required to keep abreast of events. Vehicles and wallets will become unnecessary for

    shopping. Reliance Infocomm will disseminate information at a low cost. "Make a telephone

    call cheaper than a post card". These prophetic words of Dhirubhai Ambani will be a

    metaphor of profound significance for Reliance Infocomm.

    Reliance Infocomm will regularly unfold new applications. Continually adapt new digital

    technologies. Create new customer experiences. Constantly strive to be ahead of the world.

    Reliance Infocomm will transform thousands of villages and hundreds of towns and cities

    across the country.

    Above all, Reliance Infocomm will pave the way to make India a global leader in the

    knowledge age.

    PAN India network and town coverage.

    60,000 kms of optic fibre backbone that connects over 90% of India's population Wireless

    network being rolled out in 600+ cities/towns initially; expanding to the entire landmass of

    India by 2004 2,588 Base Transceiver Stations (BTSs) across the country, for our wireless

    network .

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    NETWORK WITH SUPERIOR RELIABILITY

    All this managed from our state-of-the-art national network operations centre in Mumbai.

    States:

    Andhra Pradesh

    Bihar

    Delhi

    Gujarat

    Haryana

    Himachal Pradesh

    Karnataka

    Kerala

    Madhya Pradesh

    Maharashtra

    Orissa

    Punjab

    Rajasthan

    Tamilnadu

    Uttar Pradesh (East)

    Uttar Pradesh (West)

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    West Bengal

    Union Territories:

    Chandigarh

    Pondicherry

    PREPAID TARRIFS

    No Instalments. No bills. Own your handset.

    Besides the above mobles, our range also Includes colour handsets with camera and a unique

    wristwatch model.

    Super features, Super benefits, Unmatched by any other prepaid services.

    R World

    R Connect

    All handsets come with a Free Recharge Voucher that is preloaded on your RIM Prepaid for

    your convenience.

    The preloaded Free Recharge Voucher is worth Rs.324 (MRP) and is valid for 30 days from

    the date of first call.

    The Free Recharge Voucher can be used for local calls, STD, SMS, R World, as well as

    surfing the Internet. through R Connect. To make international calls, you can buy Regular

    Recharge Vouchers or the Reliance World Card, a Perpaid International Calling Card.

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    R World: Get access to a unique world of information, communication, entertainment and

    commerce on your RIM Prepaid. All at the press of a button. The content is free till June

    30th,2004, for RIM Prepaid customers.

    R Connect: Lets you surf the Internet at really high speeds, even while you're on the move. LG2230 does not support R World and R Connect features. Your RIM Prepaid gives you unmatched

    value. Just take a look at the call tariffs and rates of the Value Added Services.

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    PROBLEM OF THE STUDY

    My problem of study is specific to Vodafone:-

    The customers expectations from Vodafone.

    How effective is their networking system.

    Standard set in the industry by other major players, like Airtel, Idea and actual service

    provided by Vodafone to their customers.

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    OBJECTIVES OF STUDY

    To analyze the customer satisfaction level of Vodafone users.

    To know customers expectations from Vodafone.

    To know about the perception of customers regarding other players in the industry.

    Image of Vodafone in customers mindset, regarding tariff and other promotional factors.

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    RESEARCH METHODOLOGY

    MARKET RESEARCH DEFINE

    According to American Marketing Association - Market Research is the function which links

    the customer, and public to the market through information used to identify and define

    marketing opportunity and problem; generates ,defines and evaluate marketing actions ,

    monitor marketing performance and improve understanding as a process. Market research

    specify the information regarding to address three issues; design the methods for collection

    process; analysis the result and communicate the finding and the implementation.

    PHASES OF MARKETING RESEARCH

    1. To gain familiarity with a phenomenon and to achieve new insight.

    2. To portray accurately the characteristics of a particular individual, situation or a group.

    3. To determine the frequency with which something occurs.

    4. To taste a hypothesis of a casual relationship between variables.

    RESEARCH DESIGN

    In the present telecommunication sector scenario, when Airtel is launching new tariff plans

    every fortnight. It is quite difficult for other private players to keep their customers happy.

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    METHOD OF DATA COLLECTION

    Secondary Data:Secondary data was collected from company's official web site ;

    www.vodafone.co.in. Brochures issued by the company.

    Primary Study

    Primary data was collected through direct interaction with respondents. The respondents was

    given a structured questionnaire prepared by me, which consisted mostly of closed ended

    questions.

    SCOPE OF THE STUDY

    1. To gain familiarity with a phenomenon and to achieve new insight.

    2. To portray accurately the characteristics of a particular individual, situation or a group.

    3. To determine the frequency with which something occurs.

    4. To taste a hypothesis of a casual relationship between variables.

    Target Population: Those people using prepaid services in their mobile phones.

    Sample Size: My project sample was 104 respondents.

    Tools and Techniques

    Bar Diagram.

    Pie- Chart.

    Line Graph.

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    http://www.hutch.co.in/http://www.hutch.co.in/http://www.hutch.co.in/http://www.hutch.co.in/
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    From the above pie chart we can see that most of the respondents falls within the age group of

    26- 30 yrs , closely followed by the 21- 25 yrs segment. There were no respondents in the age

    group of above 36 years.

    2) SEX

    MALE FEMALE

    a b

    62 42

    The above diagram depicts that there were 62 male respondents and 42 female respondents

    for my sample questionnaire. Out of the 62 male respondents only one respondent of the

    age group16- 20 yrs said that he does not possesses a mobile phone.

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    SEX WISE BREAK UP OFRESPONDENTS

    a

    60%

    b

    40% a

    b

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    2) DO YOU HAVE A MOBILE PHONE?

    YES a NO b

    103 01

    Of all the respondents only one person did not had a mobile phone, where as all other

    respondents had a mobile phone. The person not having a mobile phone was a male

    respondents and was within the 16-20 yrs of age group

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    DO YOU HAVE A MOBILE

    a

    b

    0

    50

    100

    150

    103 1

    a b

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    3) WHICH MOBILE CONNECTION DO YOU HAVE?

    VODAF

    ONE

    A AIRTEL b IDEA c RELIANCE d OTHERS e

    53 30 17 1 2

    Out of the total 103 respondents who possessed a mobile phone, 53 respondents had

    VODAFONE connection, followed by Airtel with 30 respondents. Only 2 of the respondents

    had a Dolphin connection which is owned by MTNL.

    77

    0

    20

    40

    60

    WHICH CONNECTION DO YOU HAVE

    a

    b

    c

    d

    e

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    4) DO YOU HAVE A POST PAID OR A PRE PAID CONNECTION?

    From the sample respondents it was found that all that of 98 respondents out of total 103

    respondents had a prepaid connection. While only 5 people said to have a post paid

    connection, out of which 2 said that the post paid connection was provided by their office.

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    PRE-PAID a POST- PAID b

    98 5

    WHICH TYPE OF CONNECTION

    98

    5

    a

    b

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    a YES b NO

    53 0

    Though 4 respondents were unhappy with the VODAFONE connection, but surprisingly

    they too cannot come across the fact that VODAFONE provides better service than other

    service providers.

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    DOES HUTCH OFFERS YOU WITHBETTER SERVICE

    53

    00

    50

    100

    53 0

    a b

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    10)RATE THE FOLLLOWING SERVICE PROVIDERS

    VODAF

    ONE

    1 AIRTEL 2 IDEA 3 RELIANCE 4 OTHERS 5

    59 32 10 2 0

    The respondents have rated VODAFONE most number of times, i.e. 59 times as the

    number 1 service provider, while Reliance comes last with 2 respondents saying it to be

    good with such low tariff charges.

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    RATING OF DIFFERENT SERVICE

    PROVIDERS

    ab

    c

    d

    e a

    b

    c

    d

    e

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    FINDINGS & ANALYSIS

    It is found that most of the respondents falls within the age group of 26- 30 yrs ,

    closely followed by the 21- 25 yrs segment. There were no respondents in the age

    group of above 36 years.

    There are 62 male respondents and 42 female respondents for my sample

    questionnaire. Out of the 62 male respondents only one respondent of the age group16-

    20 yrs said that he does not possesses a mobile phone.

    Of all the respondents only one person did not had a mobile phone, where as all other

    respondents had a mobile phone. The person not having a mobile phone was a male

    respondents and was within the 16-20 yrs of age group.

    Out of the total 103 respondents who possessed a mobile phone, 53 respondents had

    Vodafone connection, followed by Airtel with 30 respondents. Only 2 of the

    respondents had a Dolphin connection which is owned by MTNL.

    From the sample respondents it was found that all that of 98 respondents out of total

    103 respondents had a prepaid connection. While only 5 people said to have a post

    paid connection, out of which 2 said that the post paid connection was provided by

    their office.

    From the above graph we see that the respondents has rated ``service provider`` as the

    most important factor which has urged them to take them Vodafone connection,

    followed by good connectivity, and easy availability. Also quite number of persons

    has said that they took Vodafone connection because of no hidden cost and they get

    connectivity anywhere and also great coverage on roaming.

    Out of total 53 Vodafone customers 49 of the respondents said that they are totally

    satisfied with their present Vodafone connection. While only 4 respondents said they

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    are not satisfied because of the talk time value they get. Some said they want to try out

    Airtel `` Aisi Azadi Aur Kahan ` .

    Though 4 respondents were unhappy with the Vodafone connection, but surprisingly

    they too cannot come across the fact that Vodafone provides better service than otherservice providers.

    The respondents has rated excellent connectivity as their main cause for choosing

    Vodafone while easy availability of recharge coupons comes last, as the respondents

    say all the mobile service providers` recharge coupons can be easily found .

    The respondents have rated Vodafone most number of times, i.e. 59 times as the

    number 1 service provider, while Reliance comes last with 2 respondents saying it to

    be good with such low tariff charges. Over and all 47 respondents said they will recommend others to switch to Vodafone,

    while quite a few respondents did not respond to this question.

    86

  • 7/27/2019 Gaurav Projectn

    87/92

    CONCLUSIONS

    It is concluded that the customers of Vodafone ar


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