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MARKETING MANAGEMENT

SYNOPSIS

A STUDY OF THE PRODUCT AND PROMOTIONAL STRATEGIESOF VODAFONE INDIA

Submitted By: Submitted To:

Aditya Gupta Dr. Archie Mathur

III Semester Associate Professor

BBA LLB (H) Faculty of Management

NATIONAL LAW UNIVERSITY, JODHPUR

SUMMER SESSION (JULY NOVEMBER 2012)


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TOPIC : A study of the product and promotional strategies of Vodafone India

INTRODUCTION:

The term Marketing Mix as coined by Neil H. Borden includes the elements of Product,

Price, Place and promotion also referred to as the 4 P s [product, price, place (distribution)

and promotion] These are the parameters which the marketing manager can control and

which he must use to sell the product to the target market. However, the marketing mix is

different with regard to the service industry. This is also called as the Extended Marketing

Mix and includes people, physical evidence and process.

Marketing involves a number of activities. To begin with, an organisation may decide on its

target group of customers to be served. Once the target group is decided, the product is to be placed in the market by providing the appropriate product, price, distribution and promotional

efforts. These are to be combined or mixed in an appropriate proportion so as to achieve the

marketing goal. Such mix of product, price, distribution and promotional efforts is known as

Marketing Mix .

However this Term paper would be restriced to studying and analysing the Product and

Promotion Strategies Only.

TargetCustomer

Price

Product Promotion

Place


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COMPANY PROFILE

Vodafone India , formerly Vodafone Essar and Hutchison Essar , is the third largest mobile

network operator in India after Airtel and Reliance Communications. It is based in Mumbai,

Maharashtra and which operates nationally. 1 It has approximately 146.84 million customers

as of November 2011.

On 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 left Vodafone owning 74% of the

Indian business, while the other 26% is owned by Indian investors, in compliance with Indian

law. 2 It offers both prepaid and postpaid GSM cellular phone coverage throughout India with

good presence in the metros.

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. 3

PRODUCT PROFILE

Mobile is always at the heart of what the company do, but now they are moving into

integrated mobile and PC communication services Vodafone

1 http://www.vodafone.in/vodafone/pages/aboutus.aspx

2 http://www.bbc.co.uk/news/business-13996525 3

http://economictimes.indiatimes.com/news/news-by-industry/telecom/Vodafone-to-launch-India-3G-services-in-Q1-2011/articleshow/6786557.cms
http://www.vodafone.in/vodafone/pages/aboutus.aspxhttp://www.vodafone.in/vodafone/pages/aboutus.aspxhttp://www.vodafone.in/vodafone/pages/aboutus.aspxhttp://www.bbc.co.uk/news/business-13996525http://www.bbc.co.uk/news/business-13996525http://www.bbc.co.uk/news/business-13996525http://economictimes.indiatimes.com/news/news-by-industry/telecom/Vodafone-to-launch-India-3G-services-in-Q1-2011/articleshow/6786557.cmshttp://economictimes.indiatimes.com/news/news-by-industry/telecom/Vodafone-to-launch-India-3G-services-in-Q1-2011/articleshow/6786557.cmshttp://economictimes.indiatimes.com/news/news-by-industry/telecom/Vodafone-to-launch-India-3G-services-in-Q1-2011/articleshow/6786557.cmshttp://economictimes.indiatimes.com/news/news-by-industry/telecom/Vodafone-to-launch-India-3G-services-in-Q1-2011/articleshow/6786557.cmshttp://economictimes.indiatimes.com/news/news-by-industry/telecom/Vodafone-to-launch-India-3G-services-in-Q1-2011/articleshow/6786557.cmshttp://economictimes.indiatimes.com/news/news-by-industry/telecom/Vodafone-to-launch-India-3G-services-in-Q1-2011/articleshow/6786557.cmshttp://www.bbc.co.uk/news/business-13996525http://www.vodafone.in/vodafone/pages/aboutus.aspx


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They are fulfilling their above stated mission in two ways wirelessly through 3G and

HSDPA (High-Speed Download Packet Access), but also using fixed line broadband services

like DSL (Digital Subscriber Line). Their customers benefit from a complete Vodafone

experience in and out of their homes and offices.

They have extended their reach into the office by delivering richer business applications and

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

With developments in technology they can provide integrated mobile and PC offerings to

give their customers a consistent experience whether they are at home or on the move.

They enrich their customers lives by enabling them to communicate in an increasingly

connected world. They provide a range of voice and data mobile telecommunications

services, including text messages (SMS); picture messages (MMS) and other data services.

They are continually developing and enhancing service offerings particularly through third

generation (3G) mobile technology, which is being deployed in the majority of their

operations.

The Services & Products of Vodafone can be Broadly Classified as follows:-

1. Prepaid services

2.

Postpaid services3. Value added services

4. Vodafone Mobile Connect card

5. Handsets

Vodafone handy phone

Business handsets


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RESEARCH OBJECTIVES

1. To Understand and identify different products and services offered by Vodafone

India.

2. To understand and analyse the Promotional strategies undertaken by Vodafone India.

3. To critically examine the promotional and product strategies undertaken by Vodafone

India, and to suggest recommendations, if necessary.

RESEARCH METHODOLOGY

The method of research would be deductive. The nature of data would be both primary and

secondary. The data would be collected through the use of questionnaires. The secondary

data would include information from books, websites, articles etc. The research technique

used would be field study where information would be collected by the use of questionnaires

on the topic.

CHAPTERIZATION

Executive Summary

Objectives

Research Methodology

1. Marketing Mix Product and Promotion

2. Vodafone India3. Data Tabulation

4. Analysis

5. Conclusion

6. Recommendations

Annexures

Limitations (If any)

Bibliography


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BIBLIOGRAPHY :

BOOKS:

1. Kotler Philips, Marketing Management , 11 th Edition, Prentice Hall of India, 2002;

2. Ramaswamy V S & Namakumari S, Marketing Management : Planning,

Implementation & Control : Global Perspective, Indian Context , 3 rd Edition,

Macmillan India Limited, 2003

WEBSTIES:

http://www.vodafone.in/vodafone/pages/aboutus.aspx

http://www.multimediamarketing.com/mkc/marketingmix/
http://www.vodafone.in/vodafone/pages/aboutus.aspxhttp://www.vodafone.in/vodafone/pages/aboutus.aspxhttp://www.multimediamarketing.com/mkc/marketingmix/http://www.multimediamarketing.com/mkc/marketingmix/http://www.multimediamarketing.com/mkc/marketingmix/http://www.vodafone.in/vodafone/pages/aboutus.aspx

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