marketing strategy for vodafone

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

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

ABSTRACT:

In today’s 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 Vodafone’s 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 [email protected]

For all correspondence with me and your external guide, you should always mark a

cc mail to [email protected], mentioning your ‘thesis id’ in the subject of the

mailer.

Best Regards,

Neena RawatDepartment of Academics(Thesis), IIPM Delhi


mailto:[email protected]

******************************************************************The Indian Institute of Planning and ManagementIIPM, 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 bear’s 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 [email protected]

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


mailto:[email protected]

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: [email protected]

Designation: Customer care export ( CCE )

name of the Vodafone


organization:

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 advertisement’s 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


http://en.wikipedia.org/wiki/Bharti_Airtel

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/List_of_mobile_network_operators_of_India


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

January–March quarter of 2011 and plans to spend up to $500 million within two

years on its 3G networks.

VODAFONE ACQUIRES ESSAR’S 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


http://en.wikipedia.org/wiki/3G

http://en.wikipedia.org/wiki/2.75G

http://en.wikipedia.org/wiki/Cellular_phone

http://en.wikipedia.org/wiki/GSM

http://en.wikipedia.org/wiki/Prepaid_mobile_phone

http://en.wikipedia.org/wiki/Vodafone_Essar#cite_note-4

http://en.wikipedia.org/wiki/USD

http://en.wikipedia.org/wiki/Reliance_Communications

http://en.wikipedia.org/wiki/Reliance_Communications

http://en.wikipedia.org/wiki/Li_Ka_Shing

http://en.wikipedia.org/wiki/Essar

http://en.wikipedia.org/wiki/Vodafone_Group


http://en.wikipedia.org/wiki/Mumbai,_Maharashtra

to Essar’s 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 they’ll 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 Vodafone’s 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.


http://en.wikipedia.org/wiki/Call_option

http://en.wikipedia.org/wiki/Put_option

http://en.wikipedia.org/wiki/Essar_Group

http://en.wikipedia.org/wiki/Essar_Group

http://en.wikipedia.org/wiki/Vodafone

http://en.wikipedia.org/wiki/Reserve_Bank_of_India

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 Ltd’s (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

Hutchison’s rights of control in India a deal that cost the world’s 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:


http://en.wikipedia.org/wiki/Indian_Supreme_Court

http://en.wikipedia.org/wiki/Cayman_Islands

http://en.wikipedia.org/wiki/Hutchison_Telecommunications_International_Limited

http://en.wikipedia.org/wiki/Hutchison_Telecommunications_International_Limited

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 Pieter’s, Managing Director and CEO,

Vodafone India,


http://en.wikipedia.org/wiki/Delhi

http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/Lucknow

http://en.wikipedia.org/wiki/West_Bengal

http://en.wikipedia.org/wiki/Uttar_Pradesh

http://en.wikipedia.org/wiki/Tamil_Nadu

http://en.wikipedia.org/wiki/Tamil_Nadu

http://en.wikipedia.org/wiki/Mumbai

http://en.wikipedia.org/wiki/Goa

http://en.wikipedia.org/wiki/Maharashtra

http://en.wikipedia.org/wiki/Kolkata

http://en.wikipedia.org/wiki/Haryana

http://en.wikipedia.org/wiki/Gujarat

http://en.wikipedia.org/wiki/Delhi

"The Angel Stores are a part of Vodafone’s 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


http://www.vodafone.in/pages/home_knp.aspx?cid=knp

http://www.vodafone.in/pages/home_del.aspx?cid=del

http://www.vodafone.in/pages/home_hyd.aspx?cid=hyd

http://www.vodafone.in/pages/home_upw.aspx?cid=upw

http://www.vodafone.in/pages/home_raj.aspx?cid=raj

http://www.vodafone.in/pages/home_tam.aspx?cid=tam

http://www.vodafone.in/pages/home_rob.aspx?cid=rob

http://www.vodafone.in/pages/home_mah.aspx?cid=mah

http://www.vodafone.in/pages/home_upe.aspx?cid=upe

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


http://www.vodafone.in/pages/home_hip.aspx?cid=hip

http://www.vodafone.in/pages/home_jnk.aspx?cid=jnk

http://www.vodafone.in/pages/home_ner.aspx?cid=ner

http://www.vodafone.in/pages/home_asm.aspx?cid=asm

http://www.vodafone.in/pages/home_ors.aspx?cid=ors

http://www.vodafone.in/pages/home_che.aspx?cid=che

http://www.vodafone.in/pages/home_map.aspx?cid=map

http://www.vodafone.in/pages/home_har.aspx?cid=har

http://www.vodafone.in/pages/home_pun.aspx?cid=pun

http://www.vodafone.in/pages/home_kol.aspx?cid=kol

http://www.vodafone.in/pages/home_bih.aspx?cid=bih

http://www.vodafone.in/pages/home_ker.aspx?cid=ker

http://www.vodafone.in/pages/home_kar.aspx?cid=kar

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.


http://www.vodafone.in/pages/home_mum.aspx?cid=mum

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 today’s 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 Vodafone’s 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 consumer’s 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 Vodafone’s 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. Vodafone’s 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.


http://en.wikipedia.org/wiki/Cheeka_(dog)

http://en.wikipedia.org/wiki/Cheeka

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 Vodafone’s 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.

VODAFONE’S 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. Vodafone’s 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 O2’s 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 Airtel’s chief executive

Officer Airtel’s 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


no. of respondents

yesno

Interpretation:

93% of the respondents are having a mobile phone while 7% of the respondent’s

do not have a mobile phone.

2) Which operator’s service do you use?

Operators service name No. of respondents Vodafone 87Airtel 29Idea 17Reliance 21BSNL 5Tata indicom 3


No.of respondents

vodafoneairtelidearelianceBSNLtata indicom

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.

Q3) Are you aware about Vodafone?

Purpose:

The purpose behind this question is to know about the awareness of

Vodafone among all the respondents.


no. of responents

yesno

Interpretation:

Here 100% of respondents are aware about Vodafone Services.

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 63Hoardings 52Newspaper 35Mouth publicity 26

no.of respondents

advertisementhoardingsnewspapermouth publicity

Interpretation:

36% of the respondents are aware about Vodafone through Advertisements,

29%are aware because o f Hoard ings whi l e 20% and 15% of the

r e sponden t s a re aware because of Newspapers and Mouth Publicity

respectively.

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

no. of respondents

less then 1 month2-6 month6-12 month more then 1 years

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.


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

no. of respondents

pre paidpost paid

Interpretation:

73% of the respondents use pre-paid services while only 13% of the respondents

use post-paid services.


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

no. of respondents

call rateSMS ratenetworkvalue addad services

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.

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

no. of respondents

yesno


Interpretation:

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

customer care.

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


no. of respondents

value added services information regarding new schemes complainingother queries

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.

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

network SMS rate new schemes

customer care

recharge outlast

call rete value added

services

0

10

20

30

40

50

60

70

80

90

pooraveragefairly good very goodexcellent

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 Average Poor


good

Network 31 29 17 7 3

network

excellentvery goodfairly goodaveragepoor

New Schemes and Offers:

Purpose:

The main purpose of this analysis is to the respondent’s perspective related to the

new schemes and offers provided by Vodafone.



New

schemes

& offer

3 14 27 33 10

new schemes and offer

excellentvery goodfairly goodaverage poor

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.

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

customer care

excellentvery goodfairly goodavaragepoor

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.

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.

Call Rates:

Purpose:


recharge outlets

excellentverey goodfairly goodaveragepoor

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

call rates

excellent very goodfairly goodaveregepoor

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.


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

value added services

excellentvery goodfairly goodaveragepoor

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.

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 don’t use Vodafone

services because of high prices. 3 respondents don’t use Vodafone services

because of poor services while 2 respondents each don’t 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 won’t 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,


http://www.Vodafone.inhttp://www.blonnet.com/2004/06/26/stories/2004062602180700.htm

http://www.Vodafone.inhttp://www.blonnet.com/2004/06/26/stories/2004062602180700.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: [email protected]

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 data’s.

Outcome of meeting: Collection of data’s 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

data’s 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 guide’s 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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