PROJECT REPORT on MARKETING ACTIVITIES & STRATERGY OF VODAFONE

Submitted in Partial Fulfillment of the Requirements of Bachelor of Business Administration of Guru Gobind Singh Indraprastha University

Submitted by : Enrollment No. BBA VI Semester

Submitted to : Smriti Dua

Jagannath International Management School (Affiliated to GGS Indraprastha University, Delhi) NAAC Accredited & ISO 9001 : 2008 Quality Certified Vasant Kunj, New Delhi 110070

DECLARATION BY STUDENT

I here by declare that this project Report titled MARKETING ACTIVITIES & STRATERGY OF VODAFONE submitted by me is a bonafide work undertaken by me and it is not submitted to any other university or institution for the award to any degree /diploma/certificate or published any time before.

Praveen Gullaiya 01321401709

CERTIFICATE

This is to certify that Research Project entitled MARKETING ACTIVITIES & STRATERGY OF VODAFONE, for the award of BACHELORS DEGREE IN BUSINESS ADMINSTRATION from GGSIPU, Delhi, has been carried out by Praveen gullaiya ,Roll No.01321401709, under my supervision and guidance. The report embodies result of original work and studies carried out by the student himself and the contents of the report do not form the basis for award of other degree to the candidate or to any body else.

Smriti Dua

SR CONTENTS . 1 Chapter 1 Objectives of the study Scope of the study Importance of the study Research Methodology

PAGE NO: 6-15 7-8 9 10 11 12-15

Chapter 2 Literature Review

16-19

Chapter 3 Theoretical Perspective

20-40

Chapter 4 Data Analysis and Interpretations

41-62

Chapter 5 Findings Recommendations Conclusions Limitations

63-67 64 65 66 67 68 69-72

6 7

Bibliography Annexure

i) ii) iii) iv) v)

INTRODUCTION OBJECTIVES SCOPE IMPORTANCE RESEARCH

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METHOFOLOGY

Objective of Study:
Following are the main objective to study about the customer satisfaction on Vodafone. To study customer satisfaction level of Vodafone. To study various Marketing activities provided by Vodafone. To study the various services provided by Vodafone.

Scope of the study

To conduct this research the target population was the mobile users, who arousing GSM technology. Targeted geographic area of Barnala Sample size of 100 respondents was taken. To these 100 respondents a questionnaire was given, the questionnaire was a combination of both open ended and closed ended questions. Finally the collected data and information was analyzed and compiled to arrive at he conclusion and recommendations given. During the stud y, on man y occasions the respondent groups g a v e u s a c o l d shoulder. Some retailers/whole sellers refuse to cooperate with the queries. Money played a vital factor in the whole project duration

Importance of the study

There are many benefits related to take this study. Some of the benefits of taking this study are as follows: By analyzing this information, the company would be able to better design schemes & services & target right prospects needs & wants. More people will get aware about Vodafone that will increase profit level of Vodafone. This study helps to identify the behavior of consumer when there are no offers & schemes from Vodafone.

Research mothodology
Marketing research means the systematic gathering, recording, analyzing of data about problems relating to the marketing of goods and services Marketing research has proved an essential tool to make all the need of marketing management. Marketing research therefore is the scientific process of gathering and analyzing of marketing information to meet the needs of marketing management. But gathering of observation is must be systematic. The systematic conduct of research requires: Orderliness, in which the measurements are accurate. Impartiality in analysis and interpretation.

All of research can be categorized into basic and applied. 1. BASIC RESEARCH: - Basic Research is that intended to expand the body of knowledge for the use of others. 2. APPLIED RESEARCH: - Applied Research is one, which is carried out to find the solution for a particular problem or for guiding a specific decision. It is usually private in nature. My research on Vodafone is carried on for guiding specific decisions and its results are useful only to Vodafone for taking particular decision regarding product quality, staff and security. Hence the nature of my research study is APPLIED RESEARCH . 9

RESEARCH DESIGN:
Research design indicates the methods and procedure of conducting research study. Research design can be done in following three types:1 Exploratory Research:Exploratory research focuses on the discovery of new ideas and is generally based on secondary data. 2 Descriptive Research:Descriptive research is undertaken when the researcher want to know the characteristics of certain groups. 3 Causal or Experimental Researches:An experimental research is undertaken to identify causes and effect relationship between two variables. The Research Design is: Descriptive Research Design

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Data Collection and Sampling: A) Sources of Data Collection:Basically there are two types of data i.e. secondary and primary: Primary Data: Primary data comprises of direct responses or firsthand data collected from different respondents for Swift car. Questionnaire was used as the major tool in collecting primary data for our research. Primary data also collected through the direct interview with the respondents. Secondary Source: Secondary data is the data, which is not gathered for the immediate study at hand but for some other purposes. Secondary data for the research is collected through magazines like Business World, newspapers, Auto magazines and internet etc. Therefore both the types of data were used in order to collect information for the study.

B) Data collection Tools:

To conduct a survey, the Researcher has selected a structured questionnaire as an instruction for gathering valuable information from the customers. Questionnaire, which is used for the survey, is consisting of questions and checklist questions to check the customer feedback.

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C) Sampling Plan:
The researcher has design a sampling plan that is consist of four decisions. I) Sampling unit:

Who is to be surveyed? The Researcher has selected youngsters, businessmen, and housewives, employees to conduct survey and to measure satisfaction level.

II)

Sample Size: Sample size means limited numbers of respondents covered under the research

study from a population and the researcher has taken a survey of 100 respondents to know the satisfaction level of customer.

III)

Sampling Area:

The researchers area for survey was: S D college Barnala Vodafone Store, K C Road. Barnala IV) Sampling Unit:

Here the researcher has randomly selected the respondents of the Barnala

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LITERATURE REVIEW

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Article- 1
Want To Keep Customers & Create Profits? These 5 Positivity Pointers Can Help You Enhance Your Customer Experience By JoAnna Brandi Theres no doubt about it; customer loyalty is key to profitability. A mere five percent increase in your customer retention could as much as double your bottom line profits! On the flip side, it costs anywhere from 6-30 times more to get new customers than it does to keep the ones you have that is, if theyll stay! Here are 5 positivity pointers to keep in mind so you can reap the rewards of creating more awesome experiences for your customers, co-workers and yourself: 1. Positive thinking is a habit. Some people are born with a positive outlook; others have to work hard at shifting their focus away from depressing media stories and from the things that are going wrong in their own lives. 2. Positive thinking is a choice. As with the creation of any new habits, the first step is to choose to do it, to commit to and intend to be positive. At first, learning what keeps you in a positive state of mind and remembering to make time to use those tools can be challenging especially when youre focused on professional or personal goals that require a lot of your time and energy. 3. A Positive Attitude makes change easier to take. Change happens all the time in every aspect of life and its happening especially fast in

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todays business world. If we dont keep up, we fall behind and no business today has that luxury. 4. Positive thinking is chock-full of benefits! Optimistic people people who believe the world is inherently good - are healthier than pessimists. Lets count the ways: They have higher energy levels, stronger immune systems and, no surprise, tend to live longer. Their faith in themselves enables them to more quickly learn from their mistakes. They interpret problems as challenges - not obstacles. That means they experience less distress and more easily access the emotional boost they need to get through tough times. 5. No one likes you when youre grumpy. Sure the people who love you still love you even when you go through a grumpy spell. But that doesnt mean anyone likes you while youre in a foul state of mind. Customers dont like a grump, co-workers dont like a grump, bosses dont like a grumpnobody likes a grump! altitude!

Article 2 No Guts, No Glory: 10 Ways to Ease Into Empowerment By: JoAnna Brandi In todays business world this kind of performance cannot be achieved without empowerment. Its a word thats gotten a bad rap in the last few years as companies without a full understanding of what it really means attempted to push power, without authority, to the front lines. When implemented poorly as a one time event, empowerment initiatives do more harm than good. When implemented as an ongoing 15

process, it liberates the brilliance of your workforce, re-energizes your organization and thrills your customers! In its broadest sense, say Dennis T. Jaffe and Cynthia Scott, authors of Take This Job and Love It, empowerment means, "the organization shifts from limiting the power to determine its future and how it will get there to a few top executives, to include every level of the organization in the process." It takes guts to do this, to create and sustain an empowerment process. It requires courage to look within, challenge old assumptions and embrace new ideas from people at every level. Article-3 True Customer Care At the start of another year, many of us make resolutions for the forthcoming year. For me, the time has led me to reflect back on 2003 and self-assess. Personally, 2003 has been a tough year, having become an orphan with the passing of both of my elderly parents. (We also lost a cherished feline friend in the fall.) The passing of a loved one opens up emotional wounds, but it's also a time when those wounds are healed by family, colleagues, and friends who reach out. Until one walks in those shoes, the meaning of that caring cannot be understood or appreciated. It lends new perspectives even for our business lives. Fred Van Bennekom, Dr.B.A., Principal Great Brook Consulting

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THEORETICLE PROSPECTIVE

\
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Vodafone
Vodafone is a mobile network operator headquartered in Berkshire, England, UK. It is the largest mobile telecommunications network company in the world by turnover and has a market value of about 75 billion (August 2008). Vodafone currently has operations in 25 countries and partner networks in a further 42 countries. The name Vodafone comes from Voice data fone, chosen by the company to "reflect the provision of voice and data services over mobile phones." As of 2006 Vodafone had an estimated 260 million customers in 25 markets across 5 continents. On this measure, it is the second largest mobile telecom group in the world behind China Mobile. In the United States, Vodafone owns 45% of Verizon Wireless.

2.2) Mission:
Vodafone is primarily a user of technology rather than a developer of it, and this fact is reflected in the emphasis of our work program on enabling new applications of mobile communications, using new technology for new services, research for improving operational efficiency and quality of our networks, and providing technology vision and leadership that can contribute directly to business decisions.

2.3) Vision:
Our Vision is to be the worlds mobile communication leader enriching customers lives, helping individuals, businesses and Communities be more connected in a mobile world.

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VODAFONE:

Today, in India, becomes Vodafone. Now, the pink color logo of Hutch is replaced by Vodafone Essars corporate red colored one.

In 2005-06, the Orange brand in Mumbai was phased out to introduce (now Vodafone). The company also changed the colors of its logo from orange to pink and then red.

After acquiring 67 per cent of stake (around Rs. 250 crores) in ison Essar from Hong Kong-based ison Whampoa, Vodafone Essar is expecting to touch over 35 million customers across 400,000 shops and thousands of s own employees along with employees of its business associates. Vice chairman, Ravi Ruia, Vodafone Essar, said Weve had a good innings as in India and today marks a new beginning for us, not as a departure from the fundamentals that created , but an acceleration into the future with Vodafones global expertise.

Vodafone CEO, Marten Pieters of the Vodafone Essar will be landing in India for the meeting that would discuss branding exercise, expansion plans, spectrum requirements for its expanding subscriber base and future plans.

Vodafone offers a host of premier value added services (VAS) including national and international roaming in over 70 countries in over 160 networks, Wireless Application Protocol (WAP), short message service, voice mail service, auto roam, fax and data, cricket updates, M-banking, general information, tarot line, etc. The company launched 19

WAP in Delhi in October 2000, much before its rival Bharti. It has 5000 WAP customers, as in December 2000. The company has been a prime mover in introducing these valueadded services in the Delhi circle. The values are stated simply. To be fair and transparent in what they do and how they do it. To provide the quality services with more customer friendly practices. To make ones communications experience simple, pleasurable and fun. Where he doesn't simply get technology - but technology that is relevant. Where solutions are not just promised in the future - but delivered in the present.

Vodafone Logo

Services: Staying connected becomes a lot easier with Vodafone. We have a wide range of services you can access right from your Vodafone phone. From cell banking to flight updates to call management services, get all that you want, instantly. 20

Prepaid services(latest): Vodafone Essar, one of Indias leading cellular service providers announced a new Bonus Card 25 for its prepaid customers in Punjab. With this new bonus card, Vodafone customers can enjoy the benefit of unlimited national SMS at just 20paisa/SMS. The new bonus card comes with 30 days validity.

Postpaid services(latest):

- Vodafone Essar, one of Indias leading cellular services providers has launched
three new monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for its postpaid customers in Kolkata and West Bengal. These Budget plans offer combinations of free minutes over local and STD calls along with free local SMS. This offer is valid for new and existing customers.

Value added services: Vodafone Essar, one of Indias leading cellular services providers, has announced a special offer for Zoozoo fans across India. Vodafone customers can now get special Zoozoo DVDs from a Vodafone Store and watch these adorable characters from Vodafone Essars recent television commercials as they live lifes little moments in their inimitable style. Vodafone Prepaid customers can get the DVD through a recharge of above Rs 300 at the Vodafone Store. Vodafone Postpaid customers can enroll for Direct

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Debit or activate Callertune or Vodafone Alerts at the Vodafone store to get the Zoozoo DVD.

Dial 600 to activate: To activate these values added services on your Vodafone phone simply dial 600 and access our Interactive Voice Response system. SMS: Message your family and friends through Vodafone SMS Services. It's convenient and affordable. Communicate with cell phone users in over 100 countries and anywhere in India - by sending and receiving text msg. Pay just Rs. 1.50 per message for sending SMS anywhere across the country. Vodafone Online: 22

Get all the useful information you need directly on your

Vodafone phone - with

Vodafone Online. Including cricket, finance, entertainment, weather, astrology and more. If you do not see the Vodafone Online menu on your phone, send HELP to 123. We will send you the list of keywords.

You will be charged Rs. 2 per outgoing message. Incoming messages are free. MTNL Directory: With this facility you can get to know the address and telephone no. of MTNL users.you will be charged Rs.2 per outgoing message. STD / ISD Codes: You don't need to look up your diary or a phone directory to find out STD and ISD codes. You can find it directly through your Vodafone phone.

Ringtones & Logos:

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Now you can change the ringtone on your Vodafone phone according to your moods. You can download logos as well. With the Vodafone and Yahoo! tieup you have hundreds of tunes and logos to choose from. For every ringtone downloaded, you will charged Rs. 7.00 (including the cost of SMS sent). For every logo/picture message downloaded, you will charged Rs. 3.00 (including the cost of SMS sent). Dial-in Services Vodafone brings you more conveniences at your fingertips. Use our Dial-in-Services to check cricket scores, horoscope, up-to-the minute news and other relevant information on services that touch your everyday life. All Dial-in-Services carry a flat charge of Rs 6 per minute (1 min pulse). Here's a shortlist of services you can access

Service

Number

NDTV Online

123

24

Info Line Dial-n-Deliver Cricket Online Tarot Line Cell Rashi Dial-a-Pizza Dial-a-Cab Voice Response Service

301 306 123 314 315 303 335 123

There are occasions when you may not want to take a call, or your Vodafone phone maybe busy or simply unreachable. By paying a nominal monthly access fee, you can now retrieve your messages at your convenience. Even if you are roaming, you can retrieve your messages from your voice mailbox through a fixed line, anywhere on earth.

Your Vodafone voicemail can

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Call Management Services There may be occasions when you need to conference with up to six people at a time or talk to just two. Or you are speaking to someone and want to forward an incoming call to another phone. With your Vodafone phone, you can do this and more. Vodafonehelps you manage your calls effortlessly so that you stay in control of your conversations, always.

Voice Response Get your Vodafone phone to respond directly to your commands. Custom designed to recognize Indian voices and accents, the Voice Response service makes your life more convenient. You can get the latest updates on news, stocks, cricket and your horoscope. Airtime charges will be Rs.6 per minute (1 minute pulse).

Voice Messaging Voice Messaging has become even more affordable. You can now send voice messages to cellular phones as well as fixed telephone lines in USA or Canada for just Rs.3.95 per min* (as against Rs.4.95 per min earlier). 26

Voice messages within India across select networks will cost you Rs. .95 per min only. Also, recipients of the cellular Voice Messaging service have the option of replying back to the messages, which get returned back as return Voice Mail messages, facilitating twoway (though not simultaneous) voice communication.

Yahoo! Messenger For SMS You do not have to wait to get a PC to use the Yahoo! Messenger. With the exclusive Vodafone-Yahoo! tie-up, you can easily get connected through your Vodafone phone.This unique messenger comes with a lot of exciting features. You can connect with all Yahoo! Messenger users, send, receive and reply to instant messages, view and manage your friend list and also manage authorization requests. All this and more just by using SMS. You will be charged Rs. 2 per outgoing message. Incoming messages are free.

Cell Banking Vodafone now puts the bank in your pocket with Cell Banking. Access your bank account and transact directly on your Vodafone phone by sending text messages.

The first of its kind in India, this service enables you to conduct your banking without having You can to do visit Cell the Banking bank from or over 90 making countries a call.

worldwide.

You will be charged Rs. 2 per outgoing message. Incoming messages are free. 27

Roaming

Now you can always stay connected, no matter where you are. With the Vodafone Roaming facility, you can use your Vodafone phone in over 100 countries worldwide and over 1000 cities, towns and highways across India. Vodafone Roaming makes life easy and convenient for you.

- Vodafone Essar, one of Indias leading cellular services providers, today

announced significant reduction in international roaming rates for its Postpaid customers traveling to South Africa during the upcoming DLF Indian Premier League (IPL) cricket tournament. Vodafone Essar is the official partner to DLF IPL 2009

One number across the globe

Your Vodafone phone number and PIN number remains the same whether you are in Delhi, Chandigarh, London, Paris or anywhere else in the world.

National and International Roaming on Vodafone Prepaid

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Roaming on Vodafone Prepaid gives you the most extensive coverage in over 1000 cities, towns and highways across India, and in over 100 countries around the world. Enjoy Roaming on your Vodafone Prepaid card and stay in touch wherever you go.

Yahoo! Mail For SMS

You can now directly access your email account on Yahoo! Mail on your Vodafone phone. Whats more, you do not need a WAP enabled handset for this service as it is based on SMS. So gain freedom from your PC and access your Yahoo! mails anytime, anywhere on your Vodafone phone. You will be charged Rs. 2 per outgoing message. Incoming messages are free.

WAP

With WAP, you can have the Internet directly in your pocket. So if you are looking for quick and easy delivery of information and services, your Vodafone phone can show it all. Use it to check out news, finance, shopping, entertainment, travel, entertainment and city service information etc. To access this service all you need is a WAP enabled handset and WAP services activated on your Vodafone phone. This service comes to you at a nominal charge of Re. 1 per minute (1 min pulse).

Group Messaging

Party invitations, movie outings, festive greetings... whatever be the occasion, you can send your message to all your friends at one go!

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With Group Messaging from Vodafone, you can thus save yourself the bother of painstakingly sending your message to one person at a time whether you are on Vodafone Prepaid or Postpaid.

Vodafone4help

Vodafone4help now lets you take advantage of a lot more services than before. You can connect to the nearest fire brigade or mechanic or florist or even order a pizza. If you are stranded in the middle of the road, or if you you need immediate medical attention or if you are looking for a police station close by, Vodafone4help gives you instant access to your nearest source of help, anywhere in Delhi or the NCR.

All the help services are charged@Rs.6/min. while for police and fire help only local airtime charge is applicable.

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2.5) VODAFONE ESSAR

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2.5.1) Introduction:
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 21 telecom circles in India. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 22 of the country's 23 licence areas.

2.5.2) Ownership:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals, 15%. On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping 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. The transaction closed on May 8, 2007.

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Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the country, is expected to provide several Vodafone handsets in India. Earlier this year, Vodafone penned a global low-cost handset procurement deal with ZTE

Vodafone 3G services in India

Vodafone Essar one of the largest service providers in India has announced 3G Services roll-out in India with the partnership of Nokia Siemens Networks and Ericsson India. In the latest developments Vodafone has gaven a three-year contract estimated at $500 million, on Wednesday, to the gear manufacturers who are also the companys existing equipment vendors( Nokia Siemens Networks and Ericsson India). This partnership will vodafone to roll-out its 3G services in its licensed circles in India. The nine licensed circles where vodafone can provide 3G includes Delhi, Mumbai, Kolkata, Chennai and Tamil Nadu, Maharashtra and Goa, Gujarat, Haryana, Uttar Pradesh (East) and West Bengal which covers most of the vodafone indias customer base. With the implementation of the 3G roll out, more than 113.8 million Vodafone users will be able to avail high-end services such as video calling, interactive gaming and highspeed internet on mobile phones by late December. According to the latest press release from vodafone Globally, Vodafone already provides enhanced 3G services to a large number of customers. Now India is ready for 3G, and we are committed to bringing these benefits to our Indian subscribers, said Marten Pieters, managing director, Vodafone Essar. Nokia Siemens Networks is the 3G leader and we view our relationship as a strategic alliance built around delivering and maintaining the high-quality service which Vodafone customers expect. We are committed to implementing a smart 3G network for Vodafone Essar based on combining our global experience with local expertise and resources, said Urs Pennanen, head of Nokia Siemens Networks in India. We are fully geared-up for a speedy implementation of the 3G network, optimizing existing GSM technology to reduce the

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total cost of ownership for the operator. Subscribers can expect exciting new mobile broadband services and seamless interoperability between 2G and 3G networks.

Group History and Recent Developments

Vodacom Group and Vodacom SA were incorporated in South Africa in 1993 as a joint venture between Telkom, Vodafone and VenFin Limited ("VenFin"). The Group launched one of Africa's first GSM networks in South Africa in 1994. Vodacom Group's shareholders recognised the need for BEE investors and in 1996 a 5% stake in Vodacom Group was sold to a BEE company, Hosken Consolidated Investments Limited ("HCI") (through Descarte Investments No 8 (Proprietary) Limited) for R118 million. Six years later in 2002, HCI sold its stake back to Vodafone and VenFin for R1.5 billion, making it one of the most successful BEE deals implemented in South Africa to date. Until the implementation of the Vodacom BEE transaction, Vodacom Group held 100% of Vodacom SA. The Vodacom BEE transaction was finalised on 8 October 2008 when Royal Bafokeng Holdings (Proprietary) Limited ("Royal Bafokeng") and Thebe Investment Corporation (Proprietary) Limited ("Thebe"), through their subsidiaries, the black public (as defined in the BBBEE Codes), business partners and employees acquired in aggregate 6.25% of Vodacom SA. The black public, business partners and employees obtained ownership in Vodacom SA through YeboYethu. YeboYethu owns 3.44% of Vodacom SA while Royal Bafokeng and Thebe own 1.97% and 0.84% of Vodacom SA, respectively through their subsidiaries. Prior to 20 April 2006, the entire issued share capital of Vodacom Group was held as follows: 15% by VenFin, 35% by VHSA and 50% by Telkom. On 20 April 2006, Vodafone Group acquired the entire issued share capital of VenFin, resulting in a change in the shareholding of Vodacom Group, with the issued Vodacom Group shares being held as follows, 50% (in aggregate) by VHSA and VTI, indirect wholly owned subsidiaries of Vodafone, and 50% by Telkom. Vodacoms history shows a track record of innovation in the early adoption of new technologies and in being first to market to offer new services to our customers.

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2010 First to launch 3G in INDIA 2009 Sale of Telkoms 15% interest to Vodafone Unbundling of Telkoms Vodacom shares Listing on the JSE Limited \2008 Sale of 6.25% in Vodacom SA to BBBEE shareholders Vodacom Business launched Acquisition of Gateway 2007 Acquisition of an interest in WBS (iBurst) 2006 Vodacom Ventures formed First to launch HSDPA in South Africa 2005 Launch of Vodafone live! in South Africa 2004 First to launch 3G in South Africa 2003 Vodacom launches GSM network in Mozambique 2002 First to launch GPRS and MMS in South Africa network in the DRC 2001 Launch of Vodacoms youth product 4U in South Africa 2000 Vodacom launches GSM network in Tanzania 1996 Sale of 5% stake in Vodacom Group to BEE shareholders first prepaid service on an IN platform Launch of worlds Vodacom launches GSM

Vodacom launches GSM network in Lesotho

1994 Vodacom launches GSM network in South Africa 1993 Vodacom Group incorporated in South Africa

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Marketing Strategies

MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

Strategy is direction & scope of an organization over the long term: which achieves advantage for the organization through its configuration of resources within a challenging environment to meet the need of markets and to fulfill stakeholder expectations. Marketing strategy is a key part of overall corporate strategy, which is concerned with developing plans for finding out what customers want and then efficiently meeting their requirements. Vodafones strategy is customer focused and product led; the company is continually developing new products and services which utilize the latest technological advances.

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 To keep its leading edge, Vodafone is continually looking to add value to the services it provides and to the packages it offers to customers. ZooZoo, the new brand ambassador of Vodafone, has created a furors in the advertising industry.

1. Vodafone
Vodafone has given birth to the Zoo zoo: 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 great creatives and clever marketing. In the first 10 days of IPL (Indian premier league) it has reached a cumulative of 89 million people. This is a 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. Zoo zoos have become so popular that Vodafone has succeeded in its effort of viral or buzz marketing. Their add campaign has gained so much popularity all over the world. The viewership for the add is highest among all the adds. Whats 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

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Marketing strategies of Vodafone

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 great creative's and clever marketing. In the first 10 days of IPL (Indian premier league) it has reached a cumulative of 89 million people. This is a 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. Zoozoos have become so popular that Vodafone has succeeded in its effort of viral or buzz marketing. Their add campaign has gained so much popularity all over the world. The viewership for the add is highest among all the adds. Whats 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.

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Zoozoos 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, Zoozooz created a huge audience for them, giving a boost to the Vodafone brand.

BUSINESS STRATEGIES.

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Themes for advertisement Magic Box. Stock Alerts. International Roaming. Bhakti Saagar. Dating Tips. Voice SMS. Fashion Tips. Recharge Anywhere. Ringtone. Group SMS. Call Divert. Background Music. Exam Results. Beauty Tips. Phone Backup. IPL commentary. Cricket Alerts. IPL contests. Chotta Credit. Maps Live. Live Games. Musical greetings

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Market Segmentation
After gathering all this data our objective was to segment the market or market targeting. We tried to follow the theory of the segmentation which says that, to be useful, market segments must be:

Measurable: The size, purchasing power, and profiles of the segments can be measured. Certain segmentation variables are difficult to measure. Like for our product 89% of the population of Mumbai takes tea and more than 70% of the population takes tea more than one time daily and in that 70% more than 50% of the population takes tea more than one time to four times a day. And the population of Mumbai is more than 10 million and according to the report 8.9million people are the customers for the tea. And 70% means 7 million are the potential customers of this product. Accessible: The market segments can be effectively reached and served. Like our advertisement team was working very hard to capture or dominate the mass marketing strategy we adopted, in the same manner we did make sure that our distribution channels are capable enough to provide the service to the consumer by making sure that the availability of the product is certain. Substantial: The market is large or profitable enough to serve. A segment should be the largest possible homogenous group worth pursuing with a tailored marketing program. It would not pay like our product Unique, was for everyone and there was no restriction of anything in the usage.

So for such a saturated market to get a break through we tried our UNIQUE in a unique manner and started mass marketing. and in that we decided to produce 50,000 honorary pack of our unique tea and handed to a departmental chain stores w and our unique tea sachets we given to the customers free of charge spending only 30/= and in the same way we distributed the sachets in the public places like some shopping malls like Inorbit, Infinity, Hub and in the peak hours we distributed them at traffic signals free of charge so as to get a noise level in the city , which was one of our main objective in the beginning and this cost us approx 0.4 million Indian Rupee so we adopted mass marketing rather than niche marketing.

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Actually we tried to take advantage over the competitors available in the market who are basically doing segmented marketing or niche marketing.

The other segmentation strategies are as follows:

GEOGRAPHIC

Country City

India Mumbai, Delhi, Chennai, Hyderabad and Many more.

Density Climate

Highly populated for every climate

DEMOGRAPHIC

Age Gender Family Income Occupation Religion Nationality

above 16 both 1 - 2, 5+. all all all all

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PSYCHOGRAPHIC

Social Class Life Style

lower, middle, upper (all classes) Regular

BEHAVIORAL

Occupation Benefits Usage Rate Loyalty Readiness Attitude

Regular Communication Strong Regular Aware informed Positive

Targeting
Targeting the segments is to evaluate the market segments these segments are we think best for our marketing of Tea.

GEOGRAPHIC

Country City Density

India Mumbai Highly populated 44

Climate

for every climate

DEMOGRAPHIC

Age Gender Family Income Occupation Religion Nationality

above 16 both 1 - 2, 5+. all all all all

Product Positioning
After selecting the segment we had a big task of position our product in the customers mind. As we know that a products position is the way the product is defined by the consumer on the important attributes, the place a product occupies in the consumers mind relative to the competing products. Positioning involves implanting the brands unique benefits and differentiation in customers mind. As we tried to position our product as the strongest communication services in the market by comparative advertisement on the media and as I 45

mentioned earlier that we have already tried to get an effective noise level in the consumer surroundings before starting our media publicity.

Consumers are always overloaded with information about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying process consumers organize products into categories, they position products, services and companies in their minds. A products position is the complex set of perception, impression and feelings that consumers have for the product compared with the competing products. Consumer position their product with or without the help of marketers, but marketers do not want to leave their products positions to chance. They must plan position that will give their products the greatest advantage in selected target markets.

Competitive Advantage

The competitive advantage of our services was that, that it is equally strong as Mobilink but at an affordable price. This service possess some kind of uniqueness which the other brands does not posses.

Which Differences To Promote?

Not all brand differences are meaningful or worth-while not every difference makes good differences are meaningful or worth-while not every difference make a good differentiator. Each difference has the potential to create company costs as well as customer benefits .therefore; the company must carefully select the ways in which it will distinguish itself from competitors. A difference is worth establishing to the extents that it satisfies the following criteria:

Affordable: Our services are a unique in many aspects; one of them is the price. We have offered our communication services at low price than the other services.

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We are able to do this because of the new technology, equipments, and accessories. The modern techniques help us to minimize the cost in the tea production.

Important:

The difference delivers a highly valued benefit to target buyer.

Distinctive: Competitors do not offer the difference; other company can offer it in a more distinctive ways. Superior: The difference is superior to other ways that customers might obtain the same benefit. Communicable: The difference is communicable and visible to buyers.

Preemptive: Competitors cannot easily copy the difference. Profitable: The product must provide a real benefit to consumer.

Pricing.
The pricing of the tea is specially designed for the special purpose that is Affordable for all. The company had decided earlier that the price factor of Vodafone will be carrying a unique factor of affordability. But the quality is same as the expensive one. The pricing is leveled very correctly by our competent team of researchers. peoples are very loyal to the brands or they dont want change we introduce (likho)sachets & where the peoples want to

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experience and have resources to taste new and can buy more in quantity we introduce the boxes (packets) etc.

Advertisement
As we had already started our mass marketing so we managed to get a noise level within the market and we also used TV and Newspaper for the advertisement, and for advertisement we hired an advertising company. And our sales team did provide light boards to more to more than 60 big stores in Mumbai which had our products name on it. In the same time our sales team gave targets to the different retailers and set bonuses for them on achieving certain targets. At the same time we started a quiz questions along with a scratch card with our product and different prizes were allocated for the winners.

The one of the basic innovative idea is related to our product is the advertising unlimited. As we are approaching the normally promotion channels like print media, electronic media (+internet) etc. We are also looking widely at the billboard concept of advertising, the sell stands, sell promotion campaign by moving vehicles, the hoardings but the thing we include in that is we will be launching a parachute carrying our label on it, the hoardings will be every where. The concept of this huge marketing campaign was the part of the organization statement of Uniqueness which is the main difference between our product and others.

Customers, marketing and distribution Vodafone endeavours to ensure that customers needs are at the core of all products and services. Understanding these needs and continuing to serve them is key to Vodafones customer strategy.

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Customers
Vodafone has 302.6 million proportionate mobile customers across the globe. The Group seeks to use its understanding of customers to deliver relevance and value and communicate on an individual, household, community or business level. In delivering solutions that meet customers changing needs in a manner that is easy to access and is available when required, Vodafone aims to build a longer and deeper customer relationship. Vodafone continues to use a customer measurement system called customer delight to monitor and drive customer satisfaction in the Groups controlled markets at a local and global level. This is a proprietary diagnostic system which tracks customer satisfaction across all points of interaction with Vodafone and identifies the drivers of customer delight and their relative impact. This information is used to identify any areas for improvement and focus. Customer segmentation Customer segments are targeted through many different tariffs and propositions, which are adapted for any localised customer preferences and needs. These often bundle together voice, messaging, data and, increasingly, fixed line services.

Consumer
Customers are typically classified as prepaid or contract customers. Prepaid customers pay in advance and are generally not bound to minimum contractual commitments, while contract customers usually sign up for a predetermined length of time and are invoiced for their services, typically on a monthly basis. Increasingly, Vodafone offers SIM only tariffs allowing customers to benefit from the Vodafone network whilst keeping their existing handset.

Enterprise
The Group continues to grow usage and penetration across all business segments. VGE manages the Groups relationship with Vodafones 270 largest multinational corporate customers. VGE simplifies the provision of fixed, mobile and broadband services for MNCs who need a single operational and commercial relationship with Vodafone worldwide. It provides a range of managed services such as central ordering, customer self-serve web portals, telecommunications expense management tools and device management coupled with a single contract and guaranteed service level agreements.

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The Group continues to expand its portfolio of innovative solutions offered to small office home office (SoHo), SME and corporate customers. Increasingly these combine fixed and mobile voice and data services integrated with productivity tools.

Marketing and brand

Vodafone has continued to build brand value by delivering a superior, consistent and differentiated customer experience. Communication activities are focused on delivering the promise of helping customers make the most of their time. The Groups vision is to be the communications leader in an increasingly connected world expanding the Groups category from mobile only to total communications. To enable the consistent use of the Vodafone brand in all customer interactions, a set of detailed guidelines has been developed in areas such as advertising, retail, online and merchandising. Vodafone regularly conducts brand health tracking, which is designed to measure the brand performance against a number of key metrics and generate insights to assist the management of the Vodafone brand across all Vodafone branded operating companies. An external 50

accredited and independent market research organisation provides global coordination of the methodology, reporting and analysis. Vodafones global sponsorship strategy has delivered a strong set of results across all Vodafone markets, with central sponsorship agreements such as the title sponsorship of the Vodafone McLaren Mercedes F1 team. The winning performance of the Vodafone McLaren Mercedes F1 team during the 2008 season enabled Vodafone to maintain a dominant presence in one of the worlds most popular sporting events. Vodafone successfully integrated the sponsorship into a wide variety of business activities including communications, events, content and acquisition and retention promotions.

Distribution
Vodafone directly owns and manages over 1,800 stores selling services to customers and providing customer support. The store footprint is constantly reviewed in response to market conditions. The Group also has 5,200 Vodafone branded stores, which sell Vodafone products and services exclusively through franchise and exclusive dealer arrangements. Additionally, in most operating companies, sales forces are in place to sell directly to business customers. The internet is increasingly a key channel to promote and sell Vodafones products and services and to provide customers with an easy, user friendly and accessible way to manage their services and access support, whilst reducing costs for the Group. The extent of indirect distribution varies between markets but may include using third party service providers, independent dealers, distributors and retailers. The Group hosts MVNOs in a number of markets, selling access to the Vodafone network at a wholesale level. Where appropriate, Vodafone seeks to enter mutually profitable relationships with MVNO partners as an additional route to market.

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DATA ANALYSES AND INTREPRETATION

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Q1) Do you have a mobile phone? Suggestions No. of respondents Yes 93 No 7

7%

Yes No

93%

Interpretation:
93% of the respondents are have a mobile phone. 7% of the respondents do not have a mobile phone. 53

Q2) Are you aware about telecommunications services? Suggestions No. of respondents Yes 95 No 5

5%

Yes No 95%

Interpretation:
95% of the respondents are aware about telecommunications services. 5% are not aware.

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2(a) Which operators service do you use?

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

3% 2% Vodafone 13% 10% 54% 18% Airtel Idea Reliance BSNL Tata Indicom

Interpretation:
54% of the respondents use Vodafone. 18% of the respondents use Airtel. 10% respondents use Idea. 13% of the respondents use reliance. 4% and 2% respondents use BSNL and Tata Indicom respectively.

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Q3) From which source you came to know about Vodafone? Sources Advertisements Hoardings Newspapers Mouth Publicity No. of respondents 63 52 35 26

No. of respondents
No. of respondents 63 52 35 26

Advertisements

Hoardings

Newspapers

Mouth Publicity

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

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Q4) Since how long you are using Vodafone Services? Time period Less than 1 month 2-6 months 6-12 months More than 1 year No. of respondents 12 19 22 34

14% 39% 22% Less than 1 month 2-6 months 6-12 months More than 1 year 25%

Interpretation:
39% of the respondents use Vodafone services from past more than 1 year. 14% of respondents using Vodafone services less than 1 month.

22% of respondents using Vodafone services from 2-6 months.

25% of respondents using Vodafone services from 6-12 months.

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Q5) Which of the following services do you use of Vodafone?

Services Pre-Paid Post-paid

No. of respondents 73 14

16%

Pre-paid Post-paid

84%

Interpretation:
84% of the respondents use pre-paid service. 16% of the respondents use post-paid services.

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Q7) Which services are more helpful to you while using Vodafone Services?

Services Call Rates SMS Rates Network Value Added Services

No. of respondents 27 48 36 19

50 45 40 35 30 25 20 15 10 5 0 Call Rates SMS Rates Network Value Added Services

Series1

Interpretation:
37% of the respondents use Vodafone for SMS services. 14% of the respondents use Vodafone for Value Added Services. 28% of the respondents use Vodafone for network. 21% of the respondents use Vodafone for call rates.

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Q7) Do you call at customer care?

Suggestions No. of respondents

Yes No 76 11

13%

Yes No

87%

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

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If yes, how often you call at customer care? Time Period Daily Once a week Once a month Occasionally No. of respondents 5 12 24 35

7% 16% 46% Daily Once a week Once a month Occasionally 31%

Interpretation
46% respondents here call customer care occasionally. 31% respondents respondents call customer care once a month. 16% of respondents call once a week. 7% daily respectively.

Q9) For what reason you call at customer care?

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Reasons Value Added Services Information regarding new schemes Complaining Other queries

No. of respondents 21 23 42 36

17% 30%

Value Added Services Information regarding new schemes 19% Complaining Other queries

34%

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

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Q10) Rate the following on the basis of your satisfaction. Services Network SMS Rates New Excellent Very Good 31 6 29 19 14 Fairly Good Average Poor 17 35 27 7 24 33 3 3 10

schemes 3

and offers Customer Care Recharge Outlets Call Rates Value Services 2 20 24 43 29 19 19 3 6 6 12 32 28 29 31 15 14 5 2

Added 9

Services
100% 80% 60% 40% 20% 0% Network SMS rates New Customer Recharge Call rates schemes Care outlets and offers value added service Poor Average Fairly Good Very Good Excellent

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Rate to Network:

Service Network
.

Excellent 31

Very Good 29

Fairly Good 17

Average Poor 7 3

Network
3% 8% Excellent 36% 20% Very Good Fairly Good Average Poor 33%

Interpretation:
36% respondents are satisfy with Vodafones network excellent 33% respondents are rated very good, 20%rate for fairly good, 8% rate for average good 3% rate it poor.

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SMS Rates: Service Excellent Very Good 19 Fairly Good 35 Average Poor 24 3

SMS Rates 6

SMS Rates
3% 7% Excellent 28% 22% Very Good Fairly Good Average Poor 40%

Interpretation:
40% respondents are not rated in fairly good with the SMS rates of Vodafone 28% rate it average 22% rate it very good 7% of respondents rate it excellent 3% rate it poor.

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New Schemes and Offers: Service Excellent Very Good 14 Fairly Good Average Poor 27 33 10

New schemes 3 and offers

New schemes and offers

3% 12% 16% Excellent Very Good Fairly Good 38% 31% Average Poor

Interpretation:
38% respondents rated average for new schemes and offers 31% respondents rated as fairly good 16% rated very good 12% and 3% rate it as poor and excellent respectively.

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Customer Care:

Service

Excellent

Very Good 32

Fairly Good Average Poor 29 15 5

Customer Care 6

Customer Care
6% 7% 17% 37% Excellent Very Good Fairly Good Average 33% Poor

Interpretation:
37% respondents rate it as very good for customer care service. 33% rated fairly good for customer care service. 17% rated average for customer care service. 6% and 7% rate it as poor and excellent respectively

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Recharge Outlets:

Service Recharge Outlets

Excellent 12

Very Good 28

Fairly Good Average Poor 31 14 2

Recharge Outlets
2% 16% 14% Excellent Very Good Fairly Good 32% 36% Average Poor

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. 2% respondents rate it as poor.

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Call Rates: Excellent 2 Very Good 20 Fairly Good Average Poor 43 19 3

Service Call Rates

Call Rates
4% 2%

22%

23%

Excellent Very Good Fairly Good Average Poor

49%

Interpretation:
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

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Value Added Services: Service Excellent Very Good 24 Fairly Good Average Poor 29 19 6

Value Added 9 Services

Value Added Service

7% 22% 28% 10% Excellent Very Good Fairly Good Average Poor 33%

Interpretation:
33% respondents rate it as fairly good. 28% rate it as very good. 22% rate it as average. 10% rate it as excellent, 7% poor respectively.

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Q12) Why you are not using Vodafone Services? Reasons Lack of awareness High Prices Poor Services Poor Network No. of respondents 2 6 3 2

No. of respondents
7 6 5 4 3 2 1 0 Lack of awareness High Prices Poor Services Poor Network No. of respondents

Interpretation:
6 dont use Vodafone services because of high prices. 3 respondents dont use Vodafone services because of poor services. 2 respondents each dont use vodafone services because of lack of awareness and network. poor

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Q13) Would you like to recommend Vodafone to others?

Suggestions No. of respondents

Yes 78

No 9

10%

Yes No

90%

Interpretation:
90% of the Vodafone customers would like to recommend Vodafone services to others 10% of the Vodafone Customers wont recommend to others.

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Age analysis:

Age Respondents

Below 18 4

18-25 54

26-50 23

51 or above 6

Respondents
5% 7% below 18 26% 18-25 26-50 62% 51 & above

Interpretation:
62% of the respondents belong to age group of 18-25. 26% respondents belong to age group of 26-50. 7% of respondents belong to 51 or above age group. 5% of the respondents belong to age group of below 18 years.

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i) ii)

FINDINGS RECCOMENDATIONS

iii) CONCLUSSIONS iv) LIMITATIONS

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Findings
93% of the respondents are have a mobile phone while 7% of the respondents do not have a mobile phone. 54% repondents are using vodafone 16% of the respondents use airtel in our sample area 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. 84% of the respondents use pre-paid services while only 16% of the respondents use post-paid service. 37% of the respondents use Vodafone for SMS services while only 14% of the respondents use Vodafone for Value Added Services. 31% respondents respondents call customer care once a month while 16% and 7% 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. 90% of the Vodafone customers would like to recommend Vodafone services to others .

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Conclusion

From the above analysis the researcher concludes that major respondents are dissatisfied with some of the major services like call rates, SMS rates and new schemes & offers.

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.

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Suggestions
Vodafone should provide more offers to Post-Paid customers so that the number of Post-Paid customers increase.

Vodafone should bring introduce some new SMS schemes for the youngsters.

Vodafone should introduce more schemes and offers.

Vodafone should provide more schemes and offers to its old customers.

Vodafone should decrease call rates of STD and ISD.

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Limitations

The study was restricted to only those clients who were related to Vodafone telecommunications.

The study was confined within specific regions of Barnala city only.

The sample size was limited so the results obtained from the study may not be generalized for the whole population.

The time period of the study was not sufficient to measure the consumers response effectively and reach to a more valid conclusion.

Many of the respondents may not have given the correct information due to personal bias.

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BIBLIOGRAPHY

Websites:
http://www.vodafone.com/start/media_relations/news/local_press_releases/po rtugal/portugal_press_release/vodafone_had_highest.html http://en.wikipedia.org/wiki/Customer_satisfaction

http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company) http://en.wikipedia.org/wiki/Vodafone

http://bora.nhh.no/bitstream/2330/1919/1/Saplitsa%202008.pdf www.anacom.pt/render.jsp?contentId=606658

www.iimcal.ac.in/community/consclub/reports/telecom.pdf

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ANNEXURE

Name: ________________ Age: ___ years Sex: Male/Female Contact no.: ___________ Signature: __________
Q1) Do you have a mobile phone? o Yes o No

Q2) Are you aware about telecommunications service? o Yes o No

If yes, then which operators Service do you use? o Vodafone o Airtel o Idea (Multi-choice)

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o Reliance o BSNL o Tata Indicom ( If not Vodafone then go to Q12 )

Q3) From which source you came to know about Vodafone? o Advertisement o Hoardings o Newspapers o Mouth Publicity (Multi-choice)

Q4) Since how long you are using Vodafone services? o Less than 1 month o 2-6 months o 6-12 months o More than 1 year

Q5) Which of the following services do you use of Vodafone? o Pre-paid o Post-paid

Q6) Which services are more helpful to you while using Vodafone services?

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o Call rates o SMS service o Network o Value Added Services

(Multi-choice)

Q7) Dou you call at customer care? o Yes o No If yes, how often you call at customer care? o Daily o Once a week o Once a month o Occasionally

Q8) For what reason you call at customer care? o Value added services o Information regarding new schemes o Other queries o Complaining (Multi-choice)

Q9) Rate the following services on the basis of your satisfaction. Services Network SMS rates New schemes and offers Excellent Very Good Fairly good Average Poor

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Customer Care Recharge outlets Call Rates Value Added Services

Q10) Why you are not using Vodafone services? o Lack of awareness o High Prices o Poor Services o Poor network (Multi-choice)

Q11) Would you like to recommend Vodafone to others? o Yes o No

Q12) Give your suggestions to help in serve you better. ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

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