Establishment

The 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) and data (DA) services over a mobile telephone network.

Speechmark logo, suggesting conversation

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

Hutchison Essar

Established - 1994 an Essar group and Hutchison Whampoa undertaking, acquiring the cellular mobile licence for Mumbai has a nationwide market share of 16.4pcthe fourth-largest Indian operator.'Most Respected Telecom Company‘'Best Mobile Service in the country' 'Most Creative and Most Effective Advertiser of the Year'.

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.

Sashi and Ravi Ruia, the Indian brothers behind the Essar conglomerate.The Essar Group is a diversified business corporation with a balanced portfolio of assets in the manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports & Logistics, Projects. Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the Americas.

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%

CEO sAsim Ghosh61, will retire after leading the company for 10 years. He will continue as a non-executive member on the board of Vodafone Essar, the company said. Ghosh was managing director of Hutchison Max Telecom Pvt. Ltd, an operating company of Hutchison Telecommunications International Ltd, since 1998.

Marten Pieters was earlier chief executive of Celtel International BV, a mobile-phone operator in several African countries, and currently a director on the board of Luxembourg-based Millicom International Cellular SA.

Services• Tunes & Downloads• Entertainment• Devotional• Sports• News & Updates• Call Management Services• Finance• Travel• Mail, messaging & more• Dial in Services• Bill Info

Products

• Prepaid• Postpaid• I-Phone 3G• Magic box Handset• World Calling Cards• Gulf Calling Cards• Vodafone PCO• Vodafone Handyphone

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.

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.

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.

• Vodafone UK gives NECTAR reward points for every £1 spent on calls, text messages, picture messages and ring tones.

Prmotion

• Vodafone works with icons such as Zoozoos & Pug to communicate its

brand values.

Above the line

• 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.

• Below the line

• Stores have special offers, promotions and point of sale posters to attract

those inside the stores to buy.

• Vodafone's stores, its products and its staff all project the brand image.

• Vodafone actively develops good public relations by sending press releases

to national newspapers and magazines to explain new products and ideas.

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

Evaluation (SWOT Analysis)Strengths •Leading mobile company in the UK.

•Globally renowned name

Weaknesses•Takeover of O2 or T-Mobile

•Diversification into new areas

Opportunities•Takeover of O2 or T-Mobile

•Diversification into new areas

Threats•Threat of legal action by workers.

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

The Vodafone main principles:

• Vision for the future• Interest in the customer• Staff orientated• Results driven

Interest in the customer:

• Vodafone customers have chosen to trust the group.

• In return, Vodafone must understand their needs and delight them with the services provided.

• Vodafone values customers above everything else and aspires to make their lives richer, more fulfilled and more connected.

• Vodafone must always listen and respond to each of its customers.

• Vodafone will deliver greater quality and more value, faster than anyone else.

Staff orientated:

• Outstanding people working together make Vodafone exceptionally successful.

• Vodafone seek to attract, develop, and reward outstanding individuals.

• Vodafone staff enjoy what they do. • Vodafone believe in the power of its teams.

Results driven:• Vodafone is action-oriented and driven by a

desire to be the best.• Vodafone is committed to be the best in all they

do. • Vodafone staff play their part in delivering results. • Vodafone seek speed, flexibility and efficiency in

all that it does.

Marketing Research Analysis Cont’d…

49%

30%

21%

Billing System

yes, I m satisfied.

no, not satisfied.

can't say

Cost satisfaction

57%33%

10%yes, I m satisf ied.

no, not satisf ied.

can't say

Card preferred

PostpaidPrepaid

Marketing Research Analysis

SalesVodafone AirtelBSNL Relience

Service provided by the customer care

92%

4% 4%yes, I m satisfied.

no, not satisfied.

can't say

network connectivity

yes, I m satisfied.

no, not satisfied.

can't say

Quality provided by Service Provider

61%

39%

0% yes, I msatisfied.

no, not satisfied.

can't say

Future Trends

• Convergence of technologies & the ability of private players to offer it to the market faster than the incumbent operator.

• “The telecom industry in 2012 will be very different from the one we know today. Developing strong partnership skills, focusing on customer user groups, embracing Internet services and starting to talk the language of Web 2.0 will enable the carriers to thrive well into the future,"

BIBILOGRAPHY

ECONOMIC TIMES

FT.COM

WIKIPEDIA

FORBES