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),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 Weakness
• Campaign penetrated both • Had an undermining effect
in media as well as social on the brand.
networking sites. • Difficulty in understanding
• Wide media coverage problems faced by rural
through video. populations.
• Easy and cheap animations
leading to low production
cost.
• No celebrity endorser- NO
associated risks and costs.
Opportunities Threats
• Revolution in the • Threat of legal action by
conventional way of workers.
advertising that was • Obvious threat from other
through public figures and mobile tariffs e.g. Virgin
celebrities.
• Low advertising cost
leading to provision of
cheaper services.
• Huge market
VODAFONE TAKEOVER
Takes over HTIL(Whampoa group
Vodafone(Briton) of Li-Ka Shing.
A Foreign company Hong Kong
A foreign company
67%
Essor group
Asim Ghosh-12%
Hutchison [Link] and other companies
Essor (Minority)
Indian
Company
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 countries
Social :
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 • Airtel is focused on
towards warmth and functionally and efficiency.
emotions. • Airtel choose to use music,
• Vodafone used the which is not nearly as
powerful visual imagery of effective.
a dog.
Competitive Analysis (Target Audience)
• They are targeting middle •A group or class of persons
class person as their target enjoying superior intellectual
audience. or social or economic status
• It can be justified by their
product like chota •Up market
recharge. 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
