Marketing Strategy For Vodafone

Fall/PGP/ISBE/11-13 Fall/11-13/M-225/Mumbai/ISBE (IMI) Page 1
The Indian Institute of Planning & Management

Mumbai
Marketing promotion strategies for Vodafone

Thesis ID: Fall/11-13/M-225/Mumbai/ISBE (IMI).

Student Name Thesis Guide Name
Chandra Prakash Bhandawat Avez Ali


ABSTRACT:

In todays world of competition, firms are selling goods and services through a
variety of direct and indirect channels. In mass advertising, marketers are exploring
new forms of Communication, such as experimental, entertainment, and viral
marketing. One such innovative idea is Vodafones Zoozoo campaign. Never in the
history of Indian advertising we witnessed a campaign that generated so much
interest and curiosity among all the segments of the society whether it young or
old.. Vodafone is known for its unique advertisement campaign such as pug, happy
to help service and latest released Zoozoo advertisement campaign. As Vodafone
was a new brand in India, it had a challenging task to develop its own entity and it
has done it in a splendid way. Vodafone has benefitted immensely by the zoozoo
campaign and it has been proved as a great marketing story. This paper analyzes
the marketing strategies used by Vodafone, the efforts that have been put in the
making of Zoozoo, and the impact it had on the Customers mind it caught the
attention and fancy of the consumers, aroused curiosity, told stories and made
people retell the story.

CERTIFICATE OF ORIGINALITY:

This is to certify that this thesis titled
Marketing promotion strategies for Vodafone
is prepared and submitted by Chandra Prakash Bhandawat to IIPM, Indian
Institute of Planning and Management, Mumbai in partial fulfillment for the
award of the Masters Degree in Business Administration and this report has not
been submitted to this university or to any other university.

GUIDE NAME STUDENT NAME
AVEZ ALI CHANDRA PRAKASH BHANDAWAT

THESIS TOPIC APPROVEL LETTER SENDS OVER EMAIL:
Dear Student,
The topic of your thesis will be Marketing Promotion Strategies for Vodafone
Pls start working on the same & ensure that you collect relevant & updated
information on the same.
Student Name Chandra Prakash Bhandawat
Thesis ID Generated: Fall/11-13/M/225/Mumbai/ISBE (IMI)
IIPM Center Mumbai
Specialization Area M
Topic Marketing Promotion Strategies for
Vodafone
Name of the Guide Avez Ali
Phone No. 9828090881
Email avez.ali@vodafone.com
For all correspondence with me and your external guide, you should always mark a
cc mail to thesis@iipm.edu, mentioning your thesis id in the subject of the
mailer.
Best Regards,

Neena Rawat
Department of Academics(Thesis), IIPM Delhi
******************************************************************
The Indian Institute of Planning and Management
IIPM, Satbari-Chandan Haula, Bhatti Mines Road, New Delhi- 110074

ACKNOWLEDGEMENT:

On the onset I take the privilege to convey my gratitude to those who have co-
operated, supported, helped and suggested me to accomplish my project work. This
project work bears imprint, of many persons who are either directly or indirectly
involved in the completion of it.
I am grateful to my HOD Mr. Abhik Mukher ji, Academic Head -
Mrs. Jaspreet Alhuwalia and the entire staff of IIPM who has given me an
opportunity to pursue my course during the period.
I am also grateful of placing a record profound indebt nests to my Guide
Mr. Avez Ali customer care export at Vodafone for his valuable advice, inputs,
guidance, precious time and support he offered.
I also thank my friends, colleagues and parents who have directly or indirectly
helped me out in the completion of this project.

CHANDRA PRAKASH BHANDAWAT

TABLE OF CONTENT
SR. No. PARTICULARS PAGE NO.
1 Abstract 2
2 Certificate of Originality 3
3 Thesis approval mail 4
4 Acknowledgement 5
5 Table of content 6
6 Thesis Synopsis 7
7 Introduction to topic 8
8 Introduction to Vodafone 13
9 Subscriber base 18
10 Marketing promotion strategy for Vodafone 20
11 Marketing campaigns 22
12 Segmentation Vodafone is focused in Indian marketing 34
13 Vodafone marketing mix in India 35
14 PESTEL analysis of Vodafone strategies 38
15 SWOT analysis of Vodafone strategies 41
16 Comparison of marketing promotion strategy for Vodafone
and airtel
43
17 Data analysis & interpretation 46
18 Objective 62
19 Limitation 62
20 Findings 63
21 Conclusion 65
22 Bibliography 66
23 Response Sheet 1 67


THESIS SYNOPSIS
Name

Chandra Prakash Bhandawat
Phone Number

9680407000/9930401147
Email address

cpbhandawat@yahoo.com
Course to which admitted

ISBE- B (IMI)
Place of study (IIPM CENTER)

Mumbai

Thesis ID Allotted

Fall/11-13/M-225/Mumbai/ISBE (IMI)

Thesis topic

Marketing promotion strategies for
Vodafone
Specialization Area

Marketing

INTRODUCTION:
INTRODUCTION TO TOPIC:
Vodafone is one of the leading global brands and in brand value ranking and it is
ranked as the11th largest telecommunication company in the world and 2nd in
Europe. In the same way Vodafone is one of the leading telecommunication
service providers in India. It serves about 35 million customers who are located in
different part of the country. Strategy is direction & scope of an organization over
the long term: which achieves advantage for the origination through its
configuration of resources within a challenge environment to meet the need of
market and to fulfill stakeholder expectations. Marketing strategy is a key part of
overall corporate strategy, which is concerned with development plan for finding
out what customer want and then efficiently meeting their requirement. Vodafone
strategy is customer focused and product led; the company is continually
development new product and services which utilize the latest technological
advances. To keep its leading edge, Vodafone continually looking to add value to
the services it provides to the packages its offers to customers. Zoozoo, the new
brand ambassador of Vodafone, has created furors in the advertising industry.
Vodafone has given birth to the zoozoo: a special character created specifically to
convey a value added service (VAS) offering in each of the newly released
commercials. Vodafone has come with creative advertising campaign for its
various plans. This strategy has captured the imagination of millions. The strategy
is a buzz that lives up to the brand image of greater creative and clever marketing.
in the first 10 days of IPL is has reached a cumulative of 89 million people. This is
wonderful strategy adopted by Vodafone. This has helped the company to raise not
only its profits through sales but has also tremendously increased its brand value.

Zoozoo have become so popular that Vodafone has succeeded in its effort of viral
or buzz marketing. Their add companion has gained so much popularity all over
the world. The viewership for add is highest among all the adds. What interesting
is that there are some 25 such commercials planned under this campaign, 10 of
which are already on air. The aim is to release approximately one ad a day to
sustain interest till the end of the IPL. Zoozoo have been successful in giving
Vodafone a makeover and establishing maximum brand presence. The charm of
the zoo zoo was itself a great self marketing strategy and they were instant success
among masses. Within few days zoozoo giving a boost to the Vodafone brand.

RESEARCH OBJECTIVES:
To study the effectiveness and responses of telecom customers towards
Vodafone advertisements.
To find out what type of advertising buyers like most.
To know the role of advertising on the buying behavior of the customer.
To find out whether the Indian customers associate with the new Vodafone
advertisements.

RESEARCH METHODOLOGY:

Secondary Data:
o Business magazines, Newspapers, Internet surfing & Books
Primary Data:
o Guide.

LIMITATIONS OF STUDY:

Here my study is limited to Udaipur & nearer to Udaipur only except other
locations of Rajasthan.
Inability of customer to answer few questions which caused difficulty in
proper data analysis. Maximum customer is unknown about Vodafone.
Incomplete data from retailer.
Research was conducted in urban area, the result might differ when it
include of semi-urban and rural area.

DETAILS OF INTERNAL:
Name of the Guide: Avez Ali
Phone no: 9828090881
Email. Address: Avez.Ali@vodafone.com
Designation: Customer care export ( CCE )
name of the
organization:
Vodafone
Attach the visiting
card:


JUSTIFICATION OF CHOOSING THE TPOIC:

I have chosen descriptive research method because we want to know the attitude
of the consumer towards the Vodafone advertisement. i did not choose exploratory
research because our research question was clearly defined. For sampling we have
chosen simple random sampling because i wanted to get the feedback from
different age group consumer how they feel about Vodafone advertisements have
chosen questionnaire because it is easy to analyze, it is less disturbing when
compared to face to face survey or telephone survey and it is familiar to most of
the people which reduces the nervous among them. Using questionnaire we will
find out how the customer feel about Vodafone advertisement. i wanted to even
know what made the Vodafone to change their advertisement strategy and how
was the business after using the new advertisement, so i have chosen interview
method which allows us to have a direct respond from people who have
telecommunication store and dealer of Vodafone.


INTRODUCTION TO VODAFONE:
Vodafone India Limited, formerly Vodafone Essar Limited, is the second
largest mobile network operator in India after Airtel by subscriber base. It is based
in Mumbai, Maharashtra. It has approximately 160 million customers as of
December 2013.
In July 2011, Vodafone Group agreed terms for the buy-out of its
partner Essar from its Indian mobile phone business. The UK firm paid $5.46
billion to its Indian counterpart to take Essar out of its 33% stake in the Indian
subsidiary. It will leave Vodafone owning 74% of the Indian business, while the
other 26% will be owned by Indian investors, in compliance with Indian law. On
11 February 2007, Vodafone agreed to acquire the controlling interest of 67% held
by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, piping Reliance
Communications, Hinduja Group, and Essar Group, which is the owner of the
remaining 33%. The whole company was valued at USD 18.8 billion.
[4]
The
transaction closed on 8 May 2007. It offers both prepaid and
postpaid GSM cellular phone coverage throughout India with good presence in the
metros.
Vodafone India provides 2.75G services based on 900 MHz and 1800 MHz digital
GSM technology. Vodafone India launched 3G services in the country in the
JanuaryMarch quarter of 2011 and plans to spend up to $500 million within two
years on its 3G networks.

VODAFONE ACQUIRES ESSARS STAKE:
In 2007, Vodafone granted options to Essar that would enable the conglomerate to
sell its entire stake for $5bn, or to dispose of part of the 33 per cent shareholding at
an independently appraised fair market value. In January 2011, Vodafone objected
to Essars plans to place part of its 33% stake in India Securities, a small public
company. Vodafone feared the move would give an inflated market value to
Vodafone Essar. It had approached the market regulator SEBI and also filed a
petition in the Madras High Court. The final shareholding pattern post this deal
was not provided by the company as it was not clear whether Vodafone's stake
would exceed the 74 per cent FDI limit. Indian laws don't allow foreign companies
to own more than 74% in a local mobile-phone operator. Vodafone has assured it
will comply with local rules. Vodafone will have to sell that 1% to some Indian
entity, or theyll have to consider an initial public offering. Vodafone also said that
final settlement is anticipated to be completed by November 2011.
The completion of the deal would be subject to meeting certain conditions which
include Reserve Bank of India's permission as well as valuation of the deal. On
March 31, 2011, Vodafone Group Plc announced that it would buy an additional
33% stake in its Indian joint venture for $5 billion after partner Essar
Group exercised an option to sell the holding in the mobile-phone operator. The
deal raised Vodafones stake to 75%. Essar left the company after it implemented
a put option over 22% of the venture. Vodafone exercised its call option to buy an
11% stake.

VODAFONE-HUTCHISON TAX CASE:
Vodafone was embroiled in a $2.5 billion tax dispute with the Indian Income Tax
Department over its purchase of Hutchison Essar Telecom services in April 2007.
It was being alleged by the Indian Tax authorities that the transaction involved
purchase of assets of an Indian Company, and therefore the transaction or part
thereof was liable to be taxed in India. Vodafone Group Plc. entered India in 2007
through a subsidiary based in the Netherlands, which acquired Hutchison
Telecommunications International Ltds (HTIL) stake in Hutchison Essar Ltd
(HEL)the joint venture that held and operated telecom licenses in India.
This Cayman Islands transaction, along with several related agreements, gave
Vodafone control over 67% of HEL and extinguished Hong Kong-based
Hutchisons rights of control in India a deal that cost the worlds largest Telco
$11.2 billion at the time. The crux of the dispute had been whether or not the
Indian Income Tax Department has jurisdiction over the transaction.
In January 2012, the Indian Supreme Court passed the judgment in favors of
Vodafone, saying that the Indian Income tax department had "no jurisdiction" to
levy tax on overseas transaction between companies incorporated outside India.
However, Indian government thinks otherwise. It believes that if an Indian
company, Hutchison India Ltd., conducts a financial transaction, government
should get its tax out of it. Therefore, in 2012, India changed its Income Tax Act
retrospectively and made sure that any company, in similar circumstances, is not
able to avoid tax by operating out of tax-havens like Cayman Islands or
Lichtenstein. In May 2012, Indian authorities confirmed that they were going to
charge Vodafone about 20000 crore (US $3.3 billion) in tax and fines. The second
phase of the dispute is about to start.

3G:
On 19 May 2010, the 3G spectrum auction in India ended. Vodafone paid
11617.86 million (the second highest amount in the auctions) for spectrum in 9
circles. The circles it will provide 3G in
are Delhi, Gujarat, Haryana, Kolkata, Maharashtra & Goa, Mumbai, Tamil
Nadu, Uttar Pradesh (East) and West Bengal. On 16 March 2011, Vodafone
launched 3G services in Uttar Pradesh (East) in the city of Lucknow. Vodafone
had already launched limited 3G services in Chennai and Delhi earlier, but the
Uttar Pradesh (East) launch counts as its first fully commercial launch. On 23 June
2011 Vodafone launched 3G service in Kerala by joining with Idea in an Intra
Circle Roaming agreement. Initially Vodafone 3G services will be available in the
following cities in Kerala Ernakulam, Aluva, Calicut, Koyilandy, Alappuzha,
Cherthala, Malappuram and Manjeri. On 28 June 2012, Vodafone launched a new
international roaming package under which the users shall have not to pay multiple
rentals in the countries they are visiting.
ANGEL STORES:
Vodafone Angel Store is a first of its kind retail concept store, that is completely
managed and run by women employees, including security, pantry staff, customer
service resources and management level personnel. As of 3 September 2013, there
are 16 Vodafone Angel Stores across 14 states of India. Stores are currently
operating in Agra, Ahmadabad, Bhubaneswar, Chennai, Delhi, Goa, Haryana,
Hyderabad, Jaipur, Kerala, Kolkata, Lucknow, Mumbai, Mysore, Pune, Shillong,
Vadodara and Rajkot. According to Marten Pieters, Managing Director and CEO,
Vodafone India,

"The Angel Stores are a part of Vodafones commitment to provide our women
employees with one of the most secure and productive work environment.
Additionally, our women customers feel more welcomed while visiting the
store." Vodafone's own research and customer feedback revealed that the Angel
Stores help improve the quality of customer service as women generally show
greater patience and empathy than men, and are able to act and help in speedy
resolution. Vodafone also found that higher productivity and performance
parameters recorded in Angel Stores, across locations.


SUBSCRIBER BASE:
Following is the Vodafone India subscriber base statistics as on January, 2014.

Subscriber Base Statistics as on January, 2014
Telecom Cycle No. of Subscribers
Uttar Pradesh(East) 14,526,236
Maharashtra 12,977,123
West Bengal 11,165,667
Tamil Nadu 9,777,927
Rajasthan 8,565,366
Uttar Pradesh(West) 8,999,073
Andhra Pradesh 19,224,689
Delhi 8,449,120
Goa 7,134,576
Karnataka 6,452,620

Kerala 6,067,506
Bihar 6,381,278
Kolkata 4,084,284
Punjab 4,309,853
Haryana 4,437,015
Madhya Pradesh & Chhattisgarh 4,101,877
Chennai 2,091,411
Odisha 2,789,575
Assam 2,188,073
North East 928,563
Jammu & Kashmir 666,009
Himachal Pradesh 475,329
Mumbai 6,160,353

Total number of Vodafone India Subscribers: 141,519,840, i.e. 21.54% of the
total 657,158,013 Indian mobile phone subscribers.


MARKETING PROMOTION STRATEGIES FOR VODAFONE:
Vodafone is one of the leading global brands and in brand value ranking and it is
ranked as the11th largest telecommunication company in the world and 2nd in
Europe. In the same way Vodafone is one of the leading telecommunication
service providers in India. It serves about 35 million customers who are located in
different part of the country. Strategy is direction & scope of an organization over
the long term: which achieves advantage for the origination through its
configuration of resources within a challenge environment to meet the need of
market and to fulfill stakeholder expectations. Marketing strategy is a key part of
overall corporate strategy, which is concerned with development plan for finding
out what customer want and then efficiently meeting their requirement. Vodafone
strategy is customer focused and product led; the company is continually
development new product and services which utilize the latest technological
advances. To keep its leading edge, Vodafone continually looking to add value to
the services it provides to the packages its offers to customers. Zoozoo, the new
brand ambassador of Vodafone, has created furors in the advertising industry.
Vodafone has given birth to the zoozoo: a special character created specifically to
convey a value added service (VAS) offering in each of the newly released
commercials. Vodafone has come with creative advertising campaign for its
various plans. This strategy has captured the imagination of millions. The strategy
is a buzz that lives up to the brand image of greater creative and clever marketing.
In the first 10 days of IPL is has reached a cumulative of 89 million people. This is
wonderful strategy adopted by Vodafone. This has helped the company to raise not
only its profits through sales but has also tremendously increased its brand value.

Zoozoo have become so popular that Vodafone has succeeded in its effort of viral
or buzz marketing. Their add companion has gained so much popularity all over
the world. The viewership for add is highest among all the adds. What interesting
is that there are some 25 such commercials planned under this campaign, 10 of
which are already on air. The aim is to release approximately one ad a day to
sustain interest till the end of the IPL. Zoozoo have been successful in giving
Vodafone a makeover and establishing maximum brand presence. The charm of
the zoozoo was itself a great self marketing strategy and they were instant success
among masses. Within few days zoozoo giving a boost to the Vodafone brand.

In todays world of competition, firms are selling goods and services through a
variety of direct and indirect channels. In mass advertising, marketers are exploring
new forms of Communication, such as experimental, entertainment, and viral
marketing. One such innovative idea is Vodafones Zoozoo campaign. Never in the
history of Indian advertising we witnessed a campaign that generated so much
interest and curiosity among all the segments of the society whether it young or
old.

Vodafone is known for its unique advertisement campaign such as pug, happy to
help service and latest released Zoozoo advertisement campaign. As Vodafone
was a new brand in India, it had a challenging task to develop its own entity and it
has done it in a splendid way. Vodafone has benefitted immensely by the zoozoo
campaign and it has been proved as a great marketing story. This paper analyzes
the marketing strategies used by Vodafone, the efforts that have been put in the
making of Zoozoo, and the impact it had on the Customers mind it caught the
attention and fancy of the consumers, aroused curiosity, told stories and made
people retell the story.

MARKETING CAMPAIGNS:

Zoozoo,
BlackBerry Boys,
Pug (network campaign),
Chota Recharge,
Delights, etc.
Vodafone Zoozoos:
Innovation is always a part of advertisements and the advertising agencies reach
out for new ways to capture the prospective consumers heart. Vodafone
capitalizes on the innovative ideas and always came with the new advertisements
that took the brand on heights always. Out of all the commercials launched by
Vodafone, ZOOZOOZ are the best.

O&M the mastermind behind Vodafone Zoozoo Advertisements and the main
objective was to set the position of Vodafone as an innovative leader in the mobile
services sector. The promotion strategy was to hit massive levels by maximizing
the target audience. IPL-2 was the best option for Vodafone to do go for.
The advertising strategy behind it proved itself from the fact that the name Zoozoo
got coupled with the brand Vodafone and gathered more publicity and reception
than IPL. Repetition of the advertisements of Zoozoo may bore the viewers, so
O&M came up with new Zoozoo Ad every day. Zoozoo were the new brand
ambassador for Vodafone, has created a furors in the advertising industry. Zoozoo
succeeded in giving the exact makeover Vodafone was looking for along with
amazing brand presence.

ZOOZOOZ STRATEGY HIT IN THE MARKET:
The main reason of the advertisement to succeed was that it was very well planned
and launched during the time of the Indian Premiere League- 2 using it as its
platform. Cricket in India in nothing less than religion, and Zoozoo captured
attention of all those people who saw the matches, and this count was huge nearly
2 billion people were targeted through this campaign. People were so attracted that
they use to wait eagerly for the break to come and to watch more stories of
Zoozoo. Zoozoo has become such a hero in history of advertisements that people
will not forget in generations to come. Zoozoo are basically animated character,
with egg shaped head, round belly, but hands and legs are extremely thin. It was
brand new and innovative concept and also Vodafone wonderfully promoted their
services by creating different and more interesting stories featuring Zoozoo in it.
The charm of the Zoozoo was so much that self-marketed strategy was also
followed and they were instant success to the mass of people.

Zoozoo for themselves created such huge audience and also gave boost to the
brand of Vodafone. People were as it is excited about the cute and lovable
character zoozoo, but this curiosity heighted when Vodafone disclosed that Zoozoo
were not animated, rather humans were playing their characters. People became
hungrier to know about their favorite Zoozoo. In the second phase Vodafone
started promoting these characters on social media sites, which is considered to be
a wise decision. People started joining fan club of Zoozoo on these social
networking sites like Orkut, Facebook, YouTube, Twitter and many more. Also the
communication started building amongst these people. Vodafone also came up
with the Zoozoo goodies like zoozoo toys, zoozoo mugs, zoozoo key chains,
zoozoo t-shirt, etc. Zoozoo have now become a brand.Vodafone Zoozoo are the
new Hutch Puppies

IPL Season 2 saw the birth of the Zoozoo for Vodafone: eggshell like characters
created to tell a new value-added service story each time. In 2008, Vodafone had
unveiled the Happy to Help series during the first season of the Indian Premier
League (IPL). With the launch of the second season, Vodafone had given birth to
the Zoozoo: a special character created specifically to convey a value added service
(VAS) offering in each of the newly released commercials. There were some 25
such commercials planned under this campaign. The aim was to release
approximately one ad a day, to sustain interest till the end of the IPL.
Media spends and visibility for brands peak during the IPL, so Vodafone
obviously wanted a piece of the pie. Further, the brand was in need of an idea that
would work doubly hard, as it was planning to spend some four months worth of
marketing monies in one month .Vodafone briefed its agency, Ogilvy India, to
create uncommon characters a common thread to link the ads in the campaign
together. Ogilvy experimented with several characters and finally took its love for
the term egghead one step too far, creating characters that don the color white
with black dots for eyes and a mouth, have heads resembling eggs, and
disproportionately thin bodies. The Zoozoo idea was conceived by Rajiv Rao. He
was also the mind behind the story lines and the name. The ads were shot by
Prakash Varma and produced by Nirvana Films within a record time of 10 days.
The pre-production work happened within a month and cost around 3 crore rupees.
The idea was to tell the VAS stories in a world akin to, yet different, from humans.
The creatures were then given a characterization: they are to lead simple lives,
speak a language of their own (something that sounds like gibberish), move in a
certain way, and even emote like human beings, with big frowns or big grins to do
the trick. The execution was almost like emoticons.

Super Zoozoo which was introduced as a symbol of Vodafones 3G launch in
India. It was brought to life using a Kinect device and making it dance to Reggae.
After a brief break, the Zoozoos were back on Indian television with a new set of
ads during the IPL 2013. Only this time, they were accompanied by a new set of
characters called the Zumi Zumis. Vodafones Zoozoo ads were a hit among the
Indian audience. This can be gauged from the huge fan following on social
networking sites such as Facebook and Twitter.
There are more than 200 pages on Zoozoos having over 250000 fans, growing
daily. The ads were also viewed by millions of people on YouTube. Its history
what the Zoozoos have done for the brand. Most importantly, it made the brand a
little more playful, a little less serious, a little less emotional and a little more fun.

BLACKBERRY BOYS:
In September 2010, Vodafone India, in an Endeavour to take the benefits of
Blackberry services mainstream and reach out to its young and upwardly mobile
audience, had successfully launched a campaign featuring the 'Blackberry Boys'.
Conceptualized by Ogilvy India, the television commercial showed five men in
suits, singing about how, being business people, they are distinct and superior from
the rest and make smart use of their BlackBerry phones. Their song takes a twist
when casually dressed youngsters join in and sing about the cool stuff that they do
with their BlackBerry phones. The jingle was widely appreciated and the
advertisement did a good job in bringing down the notion that BlackBerry phones
are meant only for the executive world.
The BlackBerry boys returned in 2012 with their second commercial which talked
about how they are no longer the 'BlackBerry Boys' because the youth uses BBM
service for various purposes, right from sharing pictures to music and many more,
which takes them beyond the world of chatting. The advertisement was shot in a
manner that gave the impression of a 'boy-band' music video and was backed by
the song, 'They are the BlackBerry Boys'.

NETWORK ADS WITH THE PUG:
"You & I" was an advertising campaign of Vodafone India which aimed at
establishing the superior network provided by the company. The ads featured a
child actor Jayaram along with a pug named Cheeka. The dog follows the boy in
unlikely locations, prompting the tagline, "Wherever you go, our network follows."
The duo first appeared on TV, billboards, newspapers and bus shelters in 2003 and
became instant celebrities all over India.
The television ad was the first to be shot, a 60-second sequence in lush green Goa.
The role of the boy was played by Jayaram, an eight-year-old who had already
starred in four other ads. Cheeka was suggested for the role by an assistant at
Nirvana Films, the makers of the advertisement. The campaign became a hit, and
was soon followed by a print version for newspapers. The campaign was well
received all over India.

Vodafone India today said it is launching a series of new TV commercials,
marking the return of cheeka, the pug, and focusing on the quality of its
network."Through this new communication campaign, we would like to reinforce
the belief that Vodafone network offers a superior experience across three key
parameters that define the depth or quality of a network -- voice quality and clarity,
instant connectivity and no call drops," it said. The campaign would also highlight
Vodafone's global network with presence across 72 countries. The pug first
appeared in 2003 in TV, print and outdoor commercials of erstwhile Hutch mobile
services, which were later acquired by British telecom giant Vodafone. Hutch's
'You & I' advertising campaign at that time promoted the company's strong
network coverage through taglines like 'where ever you go, our network follows'
and the pug was considered representing the network in those ads. The campaign
showed Cheeka following a small boy in unlikely locations, prompting the tagline,
"Wherever you go, our network follows" and the duo had become instant
celebrities all over the country at that time. After acquiring Hong Kong-based
Hutchison's stake in Hutch Essar in 2007, Vodafone unveiled a re-branding
campaign while retaining the endearing pug. Later,
Vodafone replaced the pug with Zoozoos, but again brought Cheeka back with a
little girl and a new tagline, 'Happy to help'. Cheeka will be seen helping a young
boy meet a girl to promote the message of 'instant connections on Vodafone'.
Besides the Zoo Zoos and the pug, Vodafone has also been doing commercials
with actor Irrfan Khan for its various value-for-money services, while recently it
also came up with a co-branding campaign promoting social networking platform
Facebook on Vodafone mobiles.

VODAFONE DELIGHTS OFFERS:
Vodafone launched Vodafone Delights in October 2011 that offered customers
benefits

on travel, lifestyle, dining and entertainment with other commercial
establishments. These benefits could be availed by the customers by sending a
SMS or dialing a USSD code. The Vodafone Delights commercials depicted a
budding friendship between two schoolgirls who would go out of their way to treat
the other. The jingle Little things you do for me appreciated by every viewer and
struck a chord a chord especially with the youngsters. Vodafone was back with
their Vodafone Delights campaign in 2012 to promote new special offers including
happy hours, gifts for consumers on their birthdays and on every visit to the 8,000
Vodafone Stores across the country. Vodafone also introduced discounted tariffs
on calls and messaging between 2 pm and 4 pm every day. The new
advertisements showed a growing friendship between a young boy and an old man.
The old man rewards the boy with gifts emerging from magic tricks each time the
boy visits the old man's house. Ogilvy & Mather, which has been producing ad
campaigns for the company for the past 10 years, was given the mandate to
develop a campaign that had the emotional resonance of the earlier campaign. This
six-week long campaign was backed by full-scale media exposure on television,
Radio, print, outdoor, on ground, digital and online.

MADE FOR YOU OFFERS:
The Vodafone 'Made for you campaign was launched in November 2012. It was a
set of three commercials that were practically identical except for the situations
that had been portrayed. The first television spot was set in a tailor's shop, the
second at the barbershop and the third in a fitness centre. Together they created a
montage of shots of people talking to the camera and providing detailed
specifications about their needs in every situation.
The advertisement highlighted 121, an IVR (Interactive Voice Response) based
product offering that empowered customers to choose their best offers across
products such as local, STD, SMS, VAS, data and thereby placed the power in the
hands of the customers to decide what offer suited their unique requirements. The
campaign was created to attract the SEC B and C segment of customers that are
price conscious and have a better affinity to IVR-based services.

VODAFONE INTERNET CAMPAIGN IPL 6:
After a brief break, the Zoozoos were back on Indian television with a new set of
ads during the IPL 2013. Only this time, they were accompanied by a new set of
characters. These characters resembled the Zoozoos in almost all aspects except
their size and their distinctive helmets. Termed as the Mini Zoozoos by many,
these characters did not have any official name.
Created by Ogilvy India, the mini Zoozoos were actually metaphors for mobile
internet. To put forward Vodafones internet propositions in a creative manner, the
agency created an army of mini Zoozoos. Nine 'missions' in the Zoozoo world
were accomplished during the course of this campaign. These missions were used
as metaphors for actual offerings in the internet genre, for example music, email,
job search, cricket scores, photo-related uses and finding a partner. The
advertisements were made using animation (the little Zoozoos in the films) as well
as actual physical sets and people in Zoozoo costumes (the big Zoozoos in the
films).

Vodafone capped off the campaign in style with a music video which is also
known as the Zumi film. The Zumi film showed the mini Zoozoos celebrating their
accomplished missions. The video depicts the mini Zoozoos dancing to a peppy
dance number 'We are Zumi Zumi' and performing dance steps like Abba's Walk
like an Egyptian and Michael Jackson's signature moon walk. The film also
conveyed the product benefits of Vodafone internet (ability to share photos, play
songs and see videos) through subtitles. Apart from TV (including the IPL
playoffs) the tune was being promoted extensively on radio and digital platforms
as well.

SEGMENTATION VODAFONE IS FOCUSED IN INDIA:
Segmentation:
Vodafone is seen as much focused in segmentation in India. Vodafone as
segmented Indian Market as geographical segment where rural part of India is at
much attention because of the huge potential market for telecom. Secondly, it has
focused on the demographical segment where the middle and low income group
falls. Both the segment comprises the major population of the country. Vodafone
has also segmented the customer in terms of psychographic (students, professionals
etc) and behavioral aspects (high users and low users) and have provided the
services as per the needs of the market and customers.
Targeting:
After the segmentation, Vodafone has selected the target customers which it is
focusing on to sell its product and services. Vodafone's is targeting its marketing
strategy to the people living in small towns and villages, lower or middle income
group of population, youngsters and Business peoples. Vodafone's good network
of distribution channel is helping to reach and provide services to the people living
in remote villages and areas of India. Their prepaid service has attracted the lower
or middle income group customers and the youths. Products like iPhone and
Blackberry are targeted towards the high income people or business persons in
India. They are offering series of differentiated products to their respective
markets.


Positioning:
Vodafone has been successful to position itself in almost every part of India with
its excellent channel of distribution. And for creating sales and enquiry, it has
introduced various exciting advertisements and sales promotional activities. The
tag line used by Vodafone says wherever you go, our network follows, also
creates good image in customer's mind about the network coverage which is
superior and consistent. By the introduction of the advertisement character like
Zoo Zoos also helped Vodafone to position because the advert was highly
appreciated by the customers and was a great hit. Cricket is thought as a religion in
India, sponsorship in IPL 2020 cricket also positioned Vodafone very well in the
Indian market.
VODAFONES MARKETING MIX IN INDIA:
Marketing Mix is the combination of 4 major variables which a management must
have to take care of and controlling it in order to best satisfy customers in the
target market and creating wealth.
Those 4 variables are also known as 4 P's of Marketing and these are:

Product,
Price,
Place (distribution)
Promotion.


Vodafone acquired in 2013 and has used the good marketing mix for gaining
success in the vast telecommunication market of India as the 2nd biggest company
in India in terms of GSM mobile technology, which is growing day by day.
Product: Product is the major variable in marketing mix, because without product
no other variables can work. Product refers to tangible, physical products as well as
services. The brand Vodafone was itself able to sell its products in the Indian
market but Vodafone introduced various suitable and affordable ranges of products
and services for the various range of customers in India. For the low income
customers, Vodafone provided facilities of pre-paid mobiles and for the high
income customers, Vodafone served with their post-paid mobiles. Vodafone also
introduced easy to use, low cost handsets addressing the rural community of India
who cannot afford mobile phones at high prices.

Price:
Price plays an important part in the buyer/seller relationship. A trust develops
between seller and buyers, who mutually agree that prices will be set at a fair level.
A significance of price can be reduced when the factors such as quality and
reliability of service delivery is equal or greater than the price buyer is paying for
the product (Lancaster and Reynolds, 2004). In case of India, Vodafone is in a low
price strategy to gain high market share of the people who are in the rural areas of
India and cannot afford higher or premium prices. As 71% of total population of
India lives in rural part, Vodafone has taken this strategy to reach out to the higher
volume of people. Vodafone has introduced various products with the range of
prices which a customer has option to choose and customers also receive the
quality service they pay for their products.
Place:
Vodafone has opened maximum number of outlets in each and every part of India.
The outlets are direct distribution through their own distributors, indirect
distribution through associate distributors to the local retailers, who provide
products and services to the local customers. Vodafone has also established many
service centers in almost every part of India, so that the customer is always
satisfied with the products and services of Vodafone and we can see that the
customers of Vodafone are significantly increasing every month.
Promotion:
The promotional mix comprises of advertising, sales promotion, selling and public
relations. Promotion refers to the method used to inform the customers about the
products and convincing them to buy. Vodafone has used this strategy since its
inception in India as Vodafone.

Vodafone's advertisements and promotions were hearty welcomed by the
audiences. Introduction of the advertisement of Zoo Zoos and pug was a great
sensation which also got popularity in many social networking sites like Face book
etc. Actor Irfan Khan's advert was highly popular due to his style. Vodafone also
sponsored many sporting events and Indian Premier League helped Vodafone to
create attraction in customers. Other sponsorship like MTV reality show named
Splits villa which was famous in the circle of Indian youngsters also helped
Vodafone to gain good success in a very short span of time. Vodafone has
introduced various new beneficial schemes/offers to attract the customers like
various talk time offers, validity offers, Bonus Cards, Tariff offers, low cost
handsets etc for the prepaid users and ISD, STD, SMS, MMS offers, iPhones and
Blackberry handsets to the post-paid use.
PESTEL ANALYSIS OF VODAFONE STRATEGIES:
Macro environments are hard to control for any business organization. Pestel
analysis will help to find out the external factors which affect the potential of
Vodafone.


Political:
Political factor is one of the macro factor which play important role to develop
telecommunication operating business in any country. It may include from the
government licensing process, legal issues, regulation etc to various pressure of
pressure group. These factors play vital role to build infrastructure for any network
operating industry.

Economic:
The rates of economic growth, inflation, income distribution process etc are the
economical factors which also influence the growth of telecommunication
operating network. Growing income or increase in purchasing power (Rs 12000 in
2002 to Rs 3300 in 20012) which may help to increase in the usage of Vodafone.
Similarly falling prices of handset could affect the market of Vodafone. Rising in
telecommunication density which will target 45% by 2013 is also challenge.
Social:
Growing demand for broad band services among youth which affect the level of
competition in telecommunication sector. Increase in urban population which may
affect the market of Vodafone. Rapid urbanization and rapid increase in income
increase more competition for Vodafone in India.

Technology:
Some of technological advancement in India is CDMA- there are already three big
players in this segment Reliance, Tata. 3G- value added services potential still to
be tapped fully. 2G/3G- GSM currently commands 70% of mobile subscribes in
India. These current scenarios of technological advancement in Indian
telecommunication market could pressure Vodafone also. Vodafones competitors
are now offering the same GSM hand set as Vodafone. So these all prove more
external pressure and new challenge for Vodafone.
Environmental:
The Indian government is forcing Vodafone and other telecommunication
operators to be environmental friendly. Like while putting up towers any negative
externalities given out will have to be paid by a fully social cost by Vodafone.
Legal:
Vodafone is in only one legal force that it is to provide safety in the use of its
services through the handsets they sell and provide. So this means that
development cost will need to be done to produce handsets that attract low
radiation. Vodafone is one of the popular brand in telecommunication industry of
Indian and able make different position in the mind of Indian customers. However
the telecommunication is one of the most competitive businesses in India but
Vodafone seem quite successful to fulfill the requirement of various customers by
offering different services in India. Technology is one of the crucial factors for this
industry and growing demand of young customers are increasing day by day so
company should try to follow the more latest technology which will help them to
be more strong among competitor.

SWOT ANALYSIS OF VODAFONE STRATEGIES:

Strengths:
The main strength of Vodafone within the telecommunication market lies in its
brand image and recognition. Vodafone, having established a global presence and
having invested highly in marketing a differentiated image by promotion Vodafone
life style, currently enjoy a differencing advantage that, if exploited properly, can
offer a lead in competition. The presence of Vodafone in enhances this image. Its
allows customer to travel and enjoy easily the services of not physically present it
has well established strategic alliances which allow for a better services of mobile
clients.
Weaknesses:
The expansion of Vodafone has been completed at the expense of direct control of
its operation. The company grew through a process of acquisition of the third
biggest Czech. Mobile phone operator, Cesky mobile) rather than organic growth.
This increased its subscribers base quickly, offering direct market knowledge and
immediate additions of customer bases at the expense of direct effective control of
the subsidiaries. At the same time though, it implicitly imposed a centralized
operational structure for the group, nominating the UK headquarters as
the leading business unit running a much centralized marketing and handset
procurement at group level. This has resulted in the neglect of local market sand
local differences, allowing market share to be gained by smaller local competitors.
Due to the highly saturated Western European market this has resulted in an
increase in the price elasticity of demand, with consumers becoming continuously
price oriented. This has resulted in high customer churn rates reaching the level of
32.8% in the UK compared to O2s 24%.


The telecommunications market, even though highly saturated in some
regions offer great potential due to the ageing population and the
sophistication of the customer. It offers great opportunities through
careful market segmentation and exploitation of particular profitable
segments. Different strategies should be pursued simple phones and
simplified pricing plans to the ageing population and more updated,
sophisticated solutions for younger generations. The expanding Boundaries of the
market could provide further opportunities by allowing Vodafone to enter more
aggressively into fixed line service and to better enjoy the benefits of its high
investment in 3G technology. Moreover the company has undertaken its first steps
in establishing strategic alliances to develop customized solutions for end.
This could further be enhanced to avoid being a late entrant in this new
method of distribution which offers access to a wide potential customer
base.
Threats:
The European part of Vodafone market is characterized by existing high level so
competition .major brands such as and mobile are exploiting the price sensitivity of
customers and in this way they are building a stronger image and presence in the
market. Indirect competition is also increasing further, through the
presence of Skype and other related (not only voice) Internet based services.
This combined with the upcoming European legislative measures is
expected to limit further the tariffs for the network providers imposing
further need for price cuts which could harm the bottom line profitability of the
company.

COMPARISON OF MARKETING PROMOTAION STRATEGIES OF
VODAFONE AND AIRTEL:
Vodafone
Segmentation:
Demographic:
Vodafone uses the occupation aspect in the demographic category of segmentation.
They divide their users as consumer and business. On their website these two
segments are catered to by two completely different web pages.
The business users are offered company solutions, machine to machine solutions a
nd allother end to end business connectivity solutions. The consumers on the other
hand are again segmented as follows

Geographic:
The company provides different plans, tariffs and offers to different customers
depending on the state that they come from.
Behavioral (User Status):
The users are further segmented depending upon whether they are postpaid users
or prepaid users. Separate plans are then provided to each user depending upon
their category.
Targeting:
Vodafone is adopting a multi segment targeting. They are targeting the high end
user, lowed user, the business professional as well as the common man.

SUCCESSFUL MARKETING STRATEGY FOLLOWED:
Vodafone in order plan for the future and in wake of mobile number portability
decided to distinctly identify its value added services by launching the Zoo zoos
campaign during the Indian Premier League 2 (IPL-2). Cricket is considered to be
a religion in India, and Zoo zooz captured attention of nearly two billion people
during the IPL. People eagerly waited for breaks between matches to see more
stories about Zoozoo. Zoozoos have been successful in giving Vodafone a
makeover and establishing maximum brand presence. It is an excellent example of
a well-laid out marketing strategy. It was a fresh and innovative concept and
Vodafone wonderfully promoted their services by creating different stories
featuring Zoozoos. There were no celebrity endorsements. The charm of the
Zoozoo was itself a great self-marketing strategy and they were instant success
among masses. Within few days, Zoozooz created a huge audience for them,
giving a boost to the Vodafone brand. People were already in awe of those cute
and lovable characters, but the curiosity heightened when Vodafone disclosed that
Zoozooz were not animated, rather humans were playing those characters. People
were hungrier to know about their favorite Zoozooz. In the second phase, after the
release of these ads, Vodafone promoted these characters on social media sites,
which was another wise decision. Zoozoo fan clubs are there on social networking
sites like Facebook, YouTube, Orkut, Twitter, and many more, where they have
huge followings. Now Vodafone has announced to launch the Zoozoo goodies like
zoozoo toys, zoozoo mugs, zoozoo key chains, zoozoo t-shirts, etc.

Airtel:
Segmentation:
Airtel has done their segmentation in terms of geographic and demographic
Geographic:
Urban/City areas
Demographic:
Middle Income earners in the age group of 20 to 28 years
Targeting:
According to Airtels chief executive
Officer Airtels main target market
Is the middle income level youth who are living in the city areas? (Beckett)

SUCCESSFUL MARKETING STRATEGY FOLLOWED:
In late-2010, Bharti Cellular Ltd. (Bharti), India's largest cellular telephone
company released television commercial (TVC), which despite using the 'oft-
repeated' celebrity endorsement route was unusual in terms of its celebrity
selection. Instead of using the usual movie stars/sports celebrities, it chose one of
the country's most successful music composers, A.RRahman (Rahman) to promote
its brand. The campaign attracted considerable media attention because this was
the first time Rahmanhad agreed to do a television commercial and also because,
Rahman had been paid Rs. 10million for the campaign, a sum usually unheard of,
for celebrity endorsers in India. The TVC was a part of the brand repositioning and
restructuring efforts for Airtel, as part of which, Bharti changed the brand's tagline
in early-2002 from 'Touch Tomorrow' to 'Live Every Moment.'

DATA ANALYSIS AND INTERPRETATION:
Q1) Do you have a mobile phone?
Purpose:
The main purpose of this question is to know how many respondents use
mobile phone.
Suggestion Yes No
No. of
respondents
93 7

Interpretation:
93% of the respondents are having a mobile phone while 7% of the respondents
do not have a mobile phone.

no. of respondents
yes
no

2) Which operators service do you use?
Operators service name No. of respondents
Vodafone 87
Airtel 29
Idea 17
Reliance 21
BSNL 5
Tata indicom 3

Interpretation:
Major respondents using mobile are enjoying Vodafone services. 87% of
the respondents use Airtel, 29% respondents use Idea while 17%, 21% and 5%,3%
respondents use Reliance, BSNL and Tata Indicom respectively.

No.of respondents
vodafone
airtel
idea
reliance
BSNL
tata indicom

Q3) Are you aware about Vodafone?
Purpose:
The purpose behind this question is to know about the awareness of
Vodafone among all the respondents.

Interpretation:

Here 100% of respondents are aware about Vodafone Services.

no. of responents
yes
no


Q4) from which source you came to know about Vodafone?
Purpose:
The purpose behind this question is to know from which source the respondents
came to know about Vodafone.
Sources No. of respondents
Advertisements 63
Hoardings 52
Newspaper 35
Mouth publicity 26

Interpretation:
36% of the respondents are aware about Vodafone through Advertisements,
29%ar e awar e becaus e of Hoar di ngs whi l e 20% and 15% of t he
r espondent s ar e awar e because of Newspapers and Mouth Publicity
respectively.
no.of respondents
advertisement
hoardings
newspaper
mouth publicity

Q5) since how long you are using Vodafone Services?
Purpose:
The purpose behind this question is to know about the usage time of
Vodafone customers i.e. since how long they are using Vodafone services.
Time period No. of respondents
Less than 1 month 12
2-6 month 19
6-12 month 22
More than 1 years 34

Interpretation:
Major Respondents using Vodafone are old customers. 39% of the respondents
use Vodafone services from past more than 1 year while the lowest is
14% respondents using Vodafone services less than 1 month.
no. of respondents
less then 1 month
2-6 month
6-12 month
more then 1 years

Q6) which of the following services do you use of Vodafone?
Purpose:
The purpose behind this question is to know which services do the
Vodafone customer use, Pre-Paid or Post-Paid.

Services No. of respondents
Pre paid 73
Post paid 13

Interpretation:
73% of the respondents use pre-paid services while only 13% of the respondents
use post-paid services.

no. of respondents
pre paid
post paid

Q7) which services are more helpful to you while using Vodafone services?
Purpose:
The purpose behind this question is to know which services are more helpful to the
respondent while using Vodafone.
Services No. of respondents
Call rate 27
SMS rate 48
Network 36
Value added services 19

Interpretation:
Here major Respondents are youngsters so they mainly use SMS services
of Vodafone. 37% of the respondents use Vodafone for SMS services while only
14% of the respondents use Vodafone for Value Added Services.

no. of respondents
call rate
SMS rate
network
value addad services

Q8) Do you call at customer care?
Purpose:
The purpose of this question is to know how many times and how often
the respondents call at customer care of Vodafone.
Suggestion Yes 76
No. of respondents No 11

Interpretation:
87% of the respondent calls at customer care while 13% respondents do not call at
customer care.

no. of respondents
yes
no

Q9) for what reason you call at customer care?
Purpose:
The main purpose of this question is to know the reason of the
respondents regarding calling at customer care.
Reason No. of respondents
Value added services 21
Information regarding new schemes 23
Complaining 42
Other queries 36

Interpretation:
34% of respondents call at customer care for complaining purpose while 30%, 19%
and 17% of respondents call customer care for other queries, information regarding
new schemes and value added services respectively.
no. of respondents
value added services
information regarding new
schemes
complaining
other queries

Q10) Rate the following on the basis of your satisfaction.
Services Excellent Very good Fairly good Average Poor
Network 31 29 17 7 3
SMS rate 6 16 35 24 3
New
schemes
3 14 27 33 10
Customer
care
6 32 29 15 5
Recharge
outlast
12 28 31 14 2
Call rate 2 20 43 19 3
Value
added
services
9 24 29 19 6

0
10
20
30
40
50
60
70
80
90
network SMS rate new
schemes
customer
care
recharge
outlast
call rete value
added
services
poor
average
fairly good
very good
excellent


Network:
Purpose:
The purpose of this analysis is to know the perspective of the customers
of Vodafone regarding network service.

Services Excellent Very good Fairly
good
Average Poor
Network 31 29 17 7 3

network
excellent
very good
fairly good
average
poor

New Schemes and Offers:
Purpose:
The main purpose of this analysis is to the respondents perspective related to the
new schemes and offers provided by Vodafone.
New
schemes
& offer
3 14 27 33 10

Interpretation:
Here major respondents are not much satisfied with new schemes and offers
of Vodafone. 38% respondents rate new schemes and offers as average, 31%
respondents rate it as fairly good, 16% rate it as very good while 12% and 3% rate
it as poor and excellent respectively.
new schemes and offer
excellent
very good
fairly good
average
poor

Customer Care:
Purpose:
The main purpose of this analysis is to know about the satisfaction of
customer care service provided by Vodafone to their customers.
Customer
care
6 32 29 15 5

Interpretation:
Customer care service of Vodafone is better compared to some of the
other services. 37% respondents rate it as very good, 33% rate it as fairly good,
17% rate it as average, and 6% and 7% rate it as poor and excellent respectively.

customer care
excellent
very good
fairly good
avarage
poor

Recharge Outlets:
Purpose:
The purpose behind this analysis is known about the satisfaction of t h e Vodafone
customers regarding recharge outlets.
Recharge
outlets
12 28 31 14 2

Interpretation:
Recharge outlets of Vodafone are majorly rated on fairly good and very
good basis. 36% of the respondents rate it as fairly good, 32% rate it as very
good, 16% rate it as average, 14% rate it excellent and 2% respondents rate it as
poor.
recharge outlets
excellent
verey good
fairly good
average
poor

Call Rates:
Purpose:
The purpose behind this analysis is to know about the perception of
Vodafone customers regarding different call rates.
Call
rates
2 20 43 19 3

Interpretation:
Major percentage of respondents are not happy with the call rates of
Vodafone.49% of respondents rate call rates of Vodafone as fairly good, 23% rate
it as very good,22% rate it as average while 4% and 2% respondent rate it as poor
and excellent respectively.

call rates
excellent
very good
fairly good
averege
poor

Value Added Services:
Purpose:
The purpose behind this analysis is to know about the perception of
Vodafone customers regarding Value Added Services.
Value
added
services
9 24 29 19 6

Interpretation:
Value added services of Vodafone are quite feasible as compared to some of the
other services. 33% respondents rate it as fairly good, 28% rate it as very good,
22% rate it as average while 10% and 7% rate it as excellent and poor respectively.
value added services
excellent
very good
fairly good
average
poor


OBJECTIVES:

Following are the main objective to study about the customer satisfaction on
Vodafone.

To study telecommunication industry.

To study the company profile of Vodafone.

To study customer satisfaction of Vodafone.

To study various Marketing activities provided by Vodafone.

To study the various services provided by Vodafone.

To know the expectation of Vodafone Customers.


FINDINGS:
93% of the respondents are having a mobile phone while 7% of the
respondents do not have a mobile phone.

100% of the respondents are aware about telecommunications services.

16% of the respondents use Airtel, 6% respondents use Idea while 12%, 4%
and2% respondents use Reliance, BSNL and Tata Indicom respectively.

100% of respondents are aware about Vodafone Services.

36% of the respondents are aware about Vodafone through Advertisements,
29%are aware because of Hoardings while 20% and 15% of the respondents
are aware because of Newspapers and Mouth Publicity respectively.

39% of the respondents use Vodafone services from past more than 1 year
while the lowest is 14% respondents using Vodafone services less than 1
month.

84% of the respondents use pre-paid services while only 16% of the
respondents use post-paid services.

37% of the respondents use Vodafone for SMS services while only 14% of
the respondents use Vodafone for Value Added Services.

87% of the respondent calls at customer care while 13% respondents do
not call at customer care.

31% respondents call customer care once a month while 16% and7% of
respondents call once a week and daily respectively.

34% of respondents call at customer care for complaining purpose while
30%,19% and 17% of respondents call customer care for other queries,
information regarding new schemes and value added services respectively

5 respondents among the total no. of respondents dont use Vodafone
services because of high prices. 3 respondents dont use Vodafone services
because of poor services while 2 respondents each dont use Vodafone
services because of lack of awareness and poor network.

90% of the Vodafone customers would like to recommend Vodafone
services too theirs while 10% of the Vodafone Customers wont recommend
to others

CONCLUSION:

Following are the conclusion that the researcher found after the survey.

Major respondents from all respondents use services of Vodafone.

Major customers of Vodafone are old customers so many of the
respondents are satisfied with the services of Vodafone and thus
they would like to recommend Vodafone to others.

Major respondents using Vodafone use pre-paid services compared
to post-paid services.

Major respondents are youngsters so they need more SMS
facilities and low call rates, but Vodafone dissatisfies these age group
(18-25) as their call rates and SMS rates are much high.

BIBLIOGRAPHY:

REFERENCE:

Principles of Marketing Philip Kotler & Kevin keller edi.
12Market Research D.D. Sharma
Research Methodology C.R. Kothari

WEBSITE and URLs:

www.vodafone.com
www.google.com
www.india.com
www.Vodafone.inhttp://www.blonnet.com/2004/06/26/stories/20040626021
80700.htm,

RESPONSE SHEET -1
Thesis Topic: Marketing promotion strategies for Vodafone

Name: Chandra Prakash Bhandawat
Batch: Fall/PGP/ISBE/11-13
Alumni ID: Fall/11-13/M-225/Mumbai/ISBE (IMI)
Phone No: 09680407000
Email Id: cpbhandawat@yahoo.com
Date when the guide was consulted: 18/03/2014
Details of meeting: Had a conversation with guide. Guide explained what
actually a thesis is all about & how to start it and suggested me to gather
information regarding the topic with the help of secondary datas.
Outcome of meeting: Collection of datas and information from books,
magazines, internet, articles, newspapers.
Progress of work: Started gaining basic knowledge of topic and how to
study various aspects. Started working on thesis.

Signature of thesis guide

RESPONSE SHEET -2
Thesis Topic: Marketing promotion strategies for Vodafone.

Phone No: 09680407000
Details of meeting: Got some collection of secondary data and started
preparation on the same. Got guidance for introduction part & Collected data
on changes in guidelines and why it was necessary to bring those changes by
Vodafone marketing strategy.
Outcome of meeting: Collected data for guidelines of Vodafone from
secondary sources and books.
Progress of work: Completed the introduction part of Vodafone, Guidelines
for Vodafone, etc. & completed the work with proper guidance and
forwarded to comparisons between Vodafone and airtel.


RESPONSE SHEET -3

Thesis Topic: Marketing promotion strategies for Vodafone

Phone No: 09680407000
Details of meeting: Had a conversation with guide. Guide told me to put
datas in thesis, mention the objectives, limitations, advantages, risk, and
disadvantages, for Vodafone.
Outcome of meeting: Collection of data for the same through various
means started gathering some data and for the purpose of survey started
preparation for interviews and questionnaires.
Progress of work: Completed the work on Introduction part of Vodafone
marketing strategy, Advantages and disadvantages, Risk, Objectives and
limitations, etc. & Made questionnaires and prepared for interviews and
analysis was to be done through primary research.


RESPONSE SHEET -4
Thesis Topic: Marketing promotion strategies for Vodafone.

Phone No: 09680407000
Details of meeting: Showed the questionnaires if there are any changes
required and if not then to get approval for the same to proceed with primary
details. Meeting with guide for the final analysis and changes to be done if
required.
Outcome of meeting: Got approval from the guide to proceed with the
primary research. Changes are done as per the guides suggestions and draft
copy of thesis prepared and approved.
Progress of work: Started primary research and after completion of analysis
decided to show to the guide & Final thesis is to be submitted.


Marketing Strategy For Vodafone

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Fall/PGP/ISBE/11-13 Fall/11-13/M-225/Mumbai/ISBE (IMI) Page 1

The Indian Institute of Planning & Management

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