MARKETING RESEARCH REPORT

ON

RETAILER SATISFACTIONOf

VODAFONE

PREPARED BY : - FAEEM BAGHAD

CLASS : - T.Y.B.B.A.

ACADEMIC YEAR : - 2010-2011

GUIDED BY : -MR. ABHIJEETSINH VALA

-: COLLEGE: -

CHRIST COLLEGE

-: ROLL NO:-

8

-: SUBMITTED TO:-

SAURASHTRA UNIVERSITY

DECLARATION

I hereby declare that this project on “STUDY OF THE RETAILER

SATISFACTION OF VODAFONE” has been prepared by me during the

year 2010-2011 as a partial fulfilment of my Marketing management of

T.Y.B.B.A. This project report has not been submitted to any other

university or institution for award of any degree or diploma so far.

Signature of the student

FAEEM BAGHAD

ACKNOWLEDGEMENT

With great experience & enthusiasm I have presented my individual report in the T.Y. B.B.A. The Market research reports on Vodafone on Retailer satisfaction.

I convey to my gratitude to University, Mr. Abhijeetsinh Vala for his valuable guidance in the completion of my project report.

I am also thankful those persons who help me to complete

PREFACE

The customers are very important and play a very crucial role in any

process of marketing. Today the customers are kings of the market

because the customer’s loyalty and customer’s preference are built by the

products and services offered to the customers and they seek for more

benefits and money’s worth for the amount they spend. But these services

and products are delivered to the end customers only by the Retailers who

work as the end medium in the whole chain of sales. That is where the

concept of Retailers preference and Retailers behaviour comes because

the Retailers make the marketers rethink about designing their services;

because of the important role they play in the whole chain. They have to

think about the market strategies, Retailer behaviour, Retailers taste etc.

also. Many marketers are smart enough to understand. Retailer’s needs,

wants and demands and perform beyond their expectation i.e. they delight

them. it provides them growth , profitability and creativity with lot of

inventions

Sr. No.

Particulars Page No

1 General Information 7-14

Company profile 8

History 10

Company development 11

Vision 12

Mission 13

Chart of organization 14

2 Marketing Department 15-21

Introduction 16

Organization structure 17

Distribution channel 18

Advertisement 19

Competitor 21

3 Marketing Research 22-32

Introduction 23

Market research 24

Marketing research 25

Statement of objective 26

Market research process 27

Research design 28

Data collection 30

Sampling method 31

4 Research Analysis And Findings 33-41

Questionnaire 34

5 Conclusion 42

6 My Observation 45

7 Suggestion 47

8 Limitation of study 49

9 Future plan 51

10 SWOT Analysis 53

11 Questionnaire 58

12 Bibliography 62

GENERAL INFORMATION

COMPANY PROFILE

Founded: 1983 as Racal Telecom, independent 1991

Headquarters: Newbury, England, UK

Key people: Vittorio Colao, CEO

Sir John Bond, Chairman.

John Buchanan, Deputy Chairman.

Industry: Mobile telecommunications

Products: Mobile networks, Telecom services, Etc.

Revenue: £35,478 million (2009)

Operating income: £10,047 million (2009)

Net income: £6,756 million (2009)

Employees: 72,375 (2009)

Website: www.vodafone.com.

HISTORY OF VODAFONECompany Beginnings

Original Corporate Logo of Vodafone.

Vodafone itself was formed in 1982 as a joint venture between Racal Electronics

plc's subsidiary Racal Strategic Radio Ltd (who won one of two UK cellular

telephone network licences) along with Millicom and the Hambros Technology

Trust. In this arrangement Racal owned 80%, Millicom 15% and Hambros 5%.

The network was known as Racal Vodafone, with the Vodafone name being

derived from the firm's goal of establishing a voice and data services over cellular

telecommunication networks. Hence VO represented voice and DA symbolized

data — yielding the name Vodafone.

Vodafone was launched on 1 January 1985 and later that year Racal Strategic

Radio was renamed Racal Telecommunications Group Limited in 1985. A year

later, on 29 December 1986 Racal Electronics bought out the minority

shareholders of Vodafone for GB£110 million. In September 1988 the company

was again renamed Racal Telecom and on 26 October 1988 Racal Electronics

floated 20% of the company — a flotation that valued Racal Telecom at GB£1.7

billion. On 16 September 1991 Racal Telecom was demerged from Racal

Electronics as Vodafone Group and the mobile telephony giant was born.

During the mix 1990s Vodafone began to consolidate itself on the British highstreet.

In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for £30.6

million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone

for £77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's

network. In a similar move the company acquired the 80% of Astec Communications that it

did not own, a service provider with 21 stores. This made Vodafone a very visible presence

on the British high street and significantly increased the company's share of UK

mobile customers.

New Corporate Logo of Vodafone as of 1997.

In 1997 Vodafone introduced its new corporate Speech mark

Logo. This represents a quotation mark within a circle. With

the 'O's in the Vodafone logotype being opening and closing

Quotation marks, suggesting conversation.

COMPANY DEVELOPMENT

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced

operations in 1994 when its predecessor Hutchison Telecom acquired the cellular

license for Mumbai. Vodafone Essar now has operations in 16 circles covering 86% of

India's mobile customer base, with over 49.1 million customers.

Over the years, Vodafone Essar, under the Hutch brand, has been named the

'Most Respected Telecom Company', the 'Best Mobile Service in the country' and the

'Most Creative and Most Effective Advertiser of the year.

Vodafone is the world's leading international mobile communications company. It

now has operations in 25 countries across 5 continents and 40 partner networks with

over 260 million customers worldwide. Vodafone has partnered with the Essar Group as

its principal joint venture partner for the Indian market.

The Essar Group is a diversified business corporation with interests spanning the

manufacturing and service sectors like Steel, Energy, Power, Communications,

Shipping & Logistics and Construction. The Group has an asset base of over Rs 400

billion (US$ 10 billion) and employs over 20000 people.

VISION

The Brand Vodafone has the following vision developed for itself:

“Through continuous innovation, Vodafone promises to liberate, stimulate customers from the shackles of time and spaces”

MISSION

We will meet the mobile communication needs of our customers through:

Error- free service delivery

Innovative products and services

Cost efficiency

Unified Messaging Solutions

CHART OF ORGANIZATION

CEO

GENERAL MANAGER

Chef Marketing

Manager

Chef Finance Manager

Chef

HR

Manager

Chef

Service

Manager

District Finance

Manager

District

HR

Manager

District

Service

Manager

Assistant

Marketing

Manager

Assistant

Finance

Manager

Assistant

HR

Manager

Assistant

Service

Manager

Regional

Marketing

Head

Regional

HR

Head

Regional

Finance

Head

Regional

Service

Head

District

Marketing

Manager

MARKETING

DEPARTMENT

INTRODUCTION

Marketing is the focus point of all business activities because the objectives of all

business enterprise are to satisfy the needs and wants of the customers. Production

and purchase has no meaning unless a firm is not able to market the goods and

services. Nothing happens unless somebody sells something. Marketing is the

distinguishing feature of business. A business is essential part from all other human

organization by the fact that it markets the product or services. Marketing is the basic

operative function of all business firms. It serves on the basis of business planning and

generates revenue for the firm. Efficient marketing management is essential for the

survival and growth of every enterprise.

Marketing is a system of integrated business activities designed to develop

marketing plans and programs leading to the satisfaction of customer wants.

Marketing department represents an important functional area of business

management efforts for the flow of goods and services from the producer to the

consumers.

Marketing department of the Vodafone Essar Limited is a crucial part of its

organization. The company can achieve its subsidiary objectives along with the primary

objectives with the help of marketing department. It not only helps the company to

achieve the goals that are directly related to marketing department but also helps in

achieving the goals that are related to other departments of the organization.

With the help of the marketing department Vodafone Essar Limited has not only

be successful in gaining the sales volume but also earned goodwill for itself, As a result

of the efforts made by the marketing department. Vodafone Essar Limited is enjoying a

prestigious position in the telecom industry.

ORGANIZATION STRUCTURE

Chef Marketing Manager

District Marketing Manager

Assistant Marketing Manager

Regional Marketing Head

Assi.

Manager

Prepaid

Assi.

Manager

Value Added Services

Assi.

Manager

Out Door Mkting

Assi.

Manager

Postpaid

DISTRIBUTION CHANNEL

Company

Distributor

Dealer

Salesman

Retailer

Customer

ADVERTISEMENTS

Advertising can be defined as mass paid communication of goods, services or

ideas by an identified sponsor. It is paid communication because the advertiser has to

pay for the space or time in which his advertisement appears in the recognized media

such as news paper, magazines, radio, T.V., Cinema film, posters, etc. Advertising can

create market for a new product. It is very powerful tool for the creation and retention of

consumer demand.

Vodafone Essar Limited spends more than 30% of its profit in advertisement. It

uses almost all media for its advertisement. Vodafone Essar Limited does its

advertisement through ‘Lowe Lintas’ which is an advertising agency. Vodafone’s

advertisement is such that it informs, guides, protect buyers and helps in increasing the

standard of living.

Vodafone Essar Limited use following Medias for advertisement,

Print Media: -

It gives advertisement in each and every newspaper, magazines, and

periodicals. The company also distributes calendars, cards during Diwali, diary, pens,

clocks, key chains etc. to Retailers, customers.

Posters: -

It uses printed posters which sticked on the wall.

Banners: -

Company provides banners to each and every Retailer and also to the

Distributors.

Hoarding: -

` The Company has done the use of hoarding at the major point of cities in

different parts of the country.

Glow Shine Board (GSB): -

It is an electric board which is given to each and every Retailer.

COMPETITORS

In this growing competitive era each & every new & old, public & private all

companies will have to face competition against their competitors there is need to new

competition found in all kinds of business activities.

In this time Vodafone has the following main competitor in the industry

AIRTEL IDEA BSNL RELIANCE TATA DOCOMO AIRCEL VIDEOCON UNINOR

MARKETING

RESEARCH

INTRODUCTION

Marketing research is a key to the evolution of successful marketing strategies

and evolution of successful marketing strategies and programmer. It is an important tool

to study buyer’s behavior. Changes in consumer’s life style and consumption pattern

brand loyalty and also forecast market changes. Research is also used to study

competition and analyses the competitive products positional and how to gain

competitive advantage. Recently marketing research is being used to help, create and

enhance brand equity. This is a new and decidedly differently from the conventional one

where it was used for us studying buyer’s behavior or for conducting feasibility studies

etc. In fact because of this intentional role, marketing research until the mid 19U was

considered a luxury, which only, multinationals like unit-lever and proctor and Gamble

and their like could afford. However it is not so now. This is because competition in all

sectors has increased manifold after 1985 especially after 1991 following liberalization

and decontrol most firms today find that the government no more takes strategy

decision I’ or them rather the arena.

According to Philip Kotler, “Marketing research is a systematic problem analyses,

model building and fact finding for the purpose of improved decision making and

control.”

Marketing research is a systematic gathering, recording, and analyzing the data

about marketing problems to facilitate decision making by “Curidiff & Stilh”

According to American marketing association, “The gathering, recording, and

analyses of all facts about problems related to sales of goods & services and their

transfer from producer to customer.

MARKET RESEARCH

Market means actual end potential customers. Market research is the systematic

and intelligent investigation or study of the “who, what, where, when, why, and how of

actual end of potential buyers” it deals with research on customer demand. Market

research is primarily concerned with investigation, analysis and measurement of market

demand.

The following items of study and analysis are included

Size of the market.

Geographic location of customers

Demographic description of customers.

Market segmentation on the basis of age, sex,

Income, Education, national, shill and living etc.

Analysis of market demand.

Sales analysis by customer, services product. Customer’s need, wants, habits

and behavior.

Dealer’s wants and preferences.

Degree of competition.

MARKETING RESEARCH

Marketing research is the systematic gathering, recording and analysis of data a1out

problems connected with the market price i.e. problems relating to product, price

promotion and distribution of the 4 P’s of the marketing mix. Marketing research may be

defined as the scientific and controlled process of 4.p gathering of non-routine

marketing information helping management to solve marketing problems. It

concentrates on the study of offering sound alternative solution to all marketing

problems relating to exchange of goods and services from producers to consumers.

STATEMENT OF OBJECTIVE

The Marketing Research is carried out on the following objective.

Marketing Research on Retailer Satisfaction of Vodafone Essar Limited contains

main objectives while selecting the subject and conducting the survey were as listed

below:

Market Share :-

One of the preliminary objectives kept in mind while conducting this survey

was to find out the market share of Vodafone Essar Limited as compared to its other

competitors in the field.

Retailer Satisfaction :-

The survey was also conducted keeping in mind that the Retailers are

satisfied with the facilities and benefits given to them by the company.

Middle class area :-

50% of the sample surveys were mainly from the middle class area, so as to

find area, so as to find out through the Retailers the usage of cellular telephony in

those areas.

Response to the facilities :-

There are various facilities provided to the Retailers for selling the product like Banners,

Posters, and GSB etc. Through this survey company can find out whether Retailers are

in need of any of these facilities or not.

MARKET RESEARCH PROCESS

Formulation of Research Problem

Research Design

Collection of Information

Present the finding

Processing and Analysis

Determination of Sources of Data

RESEARCH DESIGN

The second step of the marketing research process calls for determining

the information needed and developing a plan for gathering it efficiently. A research

design can be defined as “The plan, structure and strategy of investigation conceived so

as to obtain answers to research questions and to control variance.” The marketing

manager needs to know the cost of the research plan before approving it. Designing a

research plan calls for decisions on the data sources, research approaches, research

instrument, sampling plan and contact methods. The researcher can gather secondary

data, Primary data or both. Secondary data were collected for another purpose and

Primary data are freshly collected for specific purpose for a specific research project.

Once it is realized that the secondary data are insufficient, the researcher

needs to decide upon one alternative design to collect the primary data. The three basic

methods which can be used are: -

1. The Observational Method: -

This method involves direct observation of people and situation through

one way mirrors, hidden cameras or disguised observers. Direct observation involves

watching actual behavior; indirect observation involves inferring behavior by looking at

the result of that behavior.

2. The Experimental Method: -

The most scientifically valid research is experimental research. The

purpose of experimental research is to capture cause-and-effect relationship by

eliminating competing explanations of the observed findings. To the extent that the

design and execution of the experiment eliminate alternatives hypothesis that might

explain the result, research and marketing managers can have confidence in the

conclusion. This method however, involves more time and is costly.

3. The Survey Method: -

Surveys are best suited for descriptive research. This method involves

learning about people’s knowledge, beliefs, preferences and satisfaction and to

measure these magnitudes in the general population. As in observation, survey

research can be structured or unstructured. Structured survey use formal lists of

question asked of all respondent the same way where as in unstructured researcher

use an open format that lets the interviewer probe respondents and guide the interview,

depending on their answers. There are three types of surveys namely:

Telephone Survey

Mail Survey

Personal Interview

Here, for the survey of retailers of Vodafone I have used survey method as tool for

research design.

DATA COLLECTION

`Marketing researchers have a choice of two main research instruments in

collecting primary data: Questionnaire and mechanical devices.

Questionnaire:

A questionnaire consists of questions presented to the respondents for their

answers. Because of its flexibility, the questionnaire is by for the most common

instrument used to collect primary data.

In preparing a questionnaire, care should be taken in choosing the questions and

their form, wording and sequence. The questions included in the questionnaire can be

closed end questions prosperity all the possible answers and are easier to tabulate and

interpret. Open end questions allow respondents to answer in their own words and they

often reveal more as they give an insight into how people think.

The questionnaire should have simple, direct, unbiased working and a logical

order. The lead question should attempt to create interest. Difficult or personal

questions should be asked towards the end so the respondents do not become

defensive early.

Mechanical Device:

Mechanical devices are occasionally used in marketing. They are used to

measure the interest or emotions aroused by exposure to a specific situation.

In my study, the questionnaire contained both open-end and closed-end

questions depending upon the type of information to be gathered.

SAMPLING METHOD

Sampling plan:

After deciding research approach and instruments the marketing

researchers must design a sample plan. This calls for three decisions.

Sampling Unit:

The marketing researcher must define the target population that will be

sampled. In my case the target population was the retailers selling sim card of Vodafone

at Rajkot.

Sample Size:

Large samples give more reliable results than small samples. However, it

is not necessary to sample the entire target population or even a substantial portion to

achieve reliable results. In my survey the sample size was 50.

Sampling Procedure:

To obtain a representative sample a probability sample of the population

should be drawn. Probability sampling allows the calculation of confidence limits for

sampling errors. When the time and cost are involved the in probability sampling is

excessive, marketing researcher will take non-probability samples.

The various sampling method are as under:

Probability Sampling Non-probability Sampling

Simple random sample convenient sample

Stratified random sample Judgment sample

Cluster sample Quota sample

My survey falls under the category of the convenient sample under Non-probability

sampling. In this method the researcher is free to select. The respondents are selected

on the basis of the being available at the time of survey.

RESEARCH

ANALYSIS

&

FINDINGS

QUESTIONS

1. Monthly turnover

< 10000 810000 to 25000 3125000 to 50000 3650000 to 100000 0100000 > 0

Analysis: monthly turnover of the retailers in Rajkot is not much high. Out of 75 retailers,

8 of them have turnover less than 10000 per month. 36 and 31 have their turnover between

10000 to 25000 and 50000 to 100000 respectively. None of them have their turnover more

than 100000.

2. Other GSM brands you deal with?

Airtel 71Idea 63BSNL 58Reliance 61Docomo 50Uninor 38Videocon 40Aircel 21

Analysis: From the above graph it can be analyzed that out of every 75 retailers of

Vodafone, there are 71 dealing with airtel, 63 with idea, 58 with BSNL, 61 with Reliance, 50

with docomo, 38, 40, 21 with uninor, Videocon and aircel respectively.

Suggestions: I would like to suggest that company should try to maintain their coverage of

market even in future.

3. Your span of relation with Vodafone.

< 1 year 111 year to 5 years 365 years to 7 years 18< 7 years 10

Analysis: there are 11 retailers which are dealing with Vodafone from some months and

have not completed a year yet. There are 36, 18, 10 retailers dealing with Vodafone for 1 to

5 years, 5 to 7 years and less than 7 years respectively.

Suggestions: I like to suggest the company that company should try to increase

more and more retailers.

4. How satisfied you are with the services provided to you by

Vodafone?

Services Excellent V. Good Good Not GoodRecharge Schemes 23 33 17 2 75Post-paid Schemes 41 21 13 0 75Advertise Material 28 26 21 0 75After Sales Service 41 23 11 0 75Other Service 31 21 20 3 75

Analysis:

i. Recharge Schemes: Out of 75 retailers addressed, there are 2 not satisfied

with recharge schemes of Vodafone. 17, 33, 23 are with the opinion that

Vodafone’s recharge schemes are good, very good and excellent respectively.

ii. Postpaid schemes: Out of 75 retailers addressed, there are 13 which say

that postpaid schemes of Vodafone is good. 21, 41, are with the opinion that

Vodafone’s postpaid are very good and excellent respectively.

iii. Advertisements: Out of 75 retailers addressed, there are 21 which say that

advertisements of Vodafone are good. 26, 28 are with the opinion that

Vodafone’s advertisements are very good and excellent respectively.

iv. After sales services: Out of 75 retailers addressed, there are 41 which say

that after sales services of Vodafone are good. 23, 11 are with the opinion that

Vodafone’s after sales services are very good and excellent respectively.

v. Other services: Out of 75 retailers addressed, there are 3 not satisfied with

recharge schemes of Vodafone. 31, 21, 20 are with the opinion that Vodafone’s

other services are good, very good and excellent respectively.

5. Are you satisfied with the overall services provided by

Vodafone?

Satisfaction LevelYes 67No 8

Analysis: out of 75 retailers of Vodafone there are 67 satisfied with the overall services

provided by Vodafone and the remaining 8 are not.

Suggestion: Company should study the reason of dissatisfaction and try to convert their

view.

6. Rate the following on the scale of 1 to 5 as delivered by

Vodafone.

Kind of services Schemes Advertise PackagesExcellent 34 29 37 24 124V. Good 21 33 23 31 108Good 17 19 15 11 62satisfactory 3 4 0 4 11disatisfactory 0 0 0 5 5

Analysis:

i. Kind of services: Out of 75 retailers addressed, 3 of them opted the

satisfactory option. 17, 21 and 34 say that services of Vodafone are good, very

good and excellent.

ii. Schemes: Out of 75 retailers addressed, 4 of them opted the satisfactory

option. 19, 33 and 29 say that services of Vodafone are good, very good and

excellent.

iii. Advertisement materials: Out of 75 retailers addressed, none of them

opted the satisfactory option. 15, 23 and 37 say that services of Vodafone are

good, very good and excellent.

iv. Kind of services: Out of 75 retailers addressed, 5 and 4 of them opted the

satisfactory and dissatisfactory option respectively. 11, 31 and 24 say that

services of Vodafone are good, very good and excellent.

7. Rate the top 3 telecom companies on the below mentioned

features.(To find competitors)

ServicesVodafone 42Airtel 47Reliance 47

Customer CareAirtel 39Vodafone 49Docomo 37

PackagesVodafone 53Reliance 50Airtel 40

PricesAirtel 43Vodafone 47Reliance 53

Analysis: The ranks were given from 1 to 3. There were 8 companies in the race.

Final ranks are given as per the highest number of votes given out of 75. For example:

42 out of 75 are of opinion that Vodafone is number 1 as per the services among all 8

companies. Vodafone is 1st in the services, 2nd in customer care, 1st in packages and

again 2nd as per the prices.

CONCLUSION

CONCLUSION

Vodafone Essar Limited is one of the leading service providers present today in the state

of Gujarat. It has been indeed a pleasure working for Vodafone Essar Limited, though as a part

of my training. I have conducted my project on Retailer’s Satisfaction of Vodafone Essar

Limited. As student trainees I have learnt immensely.

Vodafone family is very co-operative, friendly as well as professional and practical in

their approach. They have been guiding me whenever I viewed an obstacle. They have been of

great help when it came to providing information to me about themselves and their organization.

I wont be exaggerating, if I say that this project has helped me develop me as a person

because while conducting my survey I have met 50 people whose nature was different from one

another and each meeting in itself have been a memorable experience.

I would also like to say that this project has made me known the realities that exit in the

market today. I have also known the technicalities involves while finding the right sample for my

survey.

This project I have learnt a lot about Survey etc. which has me approach the real world

in quite an extent. Also this project has helped me have a more deepened knowledge about the

cellular phone market, on going cellular wars etc.

Vodafone Essar Limited is a company who has grown by leaps and bounds in these two

years and has emerged itself into new beginnings. Under the report, I have researched about

Retailers of Vodafone Essar Limited the findings of my survey say that Vodafone today is the

leader in the market and is still growing.

MY OBSERVATIONS

MY OBSERVATIONS

Vodafone Essar Limited made me observe many things while on my survey of 50

Retailers in different areas. There were various reactions and gestures which, I observed

through people. Few are some of them: -

AMBIENCE & ATMOSPHERE: -

Retailers, I visited were friendly and helpful. As it progressed with my survey they were

highly co-operative and anxious to help me out with my findings.

PRICING STRUCTURE: -

Retailers insisted on a consistent stable and substantiate pricing policy as they were

really frustrated with the constantly changing price in the mobile world.

PERSONAL APPROACH: -

Retailers always want the executives coming to their places and making them

understand about the new scheme and plans, which are going to enter market.

SALESMEN SERVICE: -

Retailers are quite satisfied with the salesmen service. Whenever the retailers are in need of SP, RV, etc. when they make a single call to salesmen then order will be made available by salesmen with in an hour.

SUGGESTION

SUGGESTION

The highly professionalized management and totally modern marketing approach are the

basic key factors behind the success of Vodafone Essar Limited. The management of Vodafone

Essar Limited is very perfect and nice. As per company’s perfect management there is no need

to give any suggestion to the company but I observed that each and every person in this

company is hard working which one of the positive points of this company.

According to my observation, company spends lots of amount on advertisement.

LIMITATION OF

STUDY

LIMITATION OF STUDY

Strength and weakness to any study is like inevitably that all coins do have two sides to

it. There are limitations to any study taken up. There are certain pitfalls they do exist even after

proper care and cautions are taken. The following are the limitations of this research:-

1. Limitation of Time :-

The project work had to be undertaken in a limited stature of time and thus it has been

not possible to cover the entire market thoroughly.

2. Limitation of Size :-

Only 50 Retailers are chosen out of the widely spread market, hence the data might not

represent, the true and fair picture of the market. It is possible that if, still a large portion of

market is surveyed, and then the views and opinions might differ.

3. Limitation of Retailer in disposition :-

There is a possibility that the survey might be taken up differently by the same samples

when they are in different moods and frame of mind and have different opinions as far as

preferences are concerned. It solely depends upon the Retailers mood swings and thus data

represented might not represent a true and accurate view of the market.

4. Language Problems :-

Most of the Retailers don’t know even to read in English. So all the questions of survey

are to be explained in Gujarati and thus they give answer in Gujarati which is to be translated in

English and then it is written.

FUTURE PLAN

FUTURE PLAN

Vodafone Essar Limited has only one future plan and that is to excellent in its field and

conquer the market. Today there are more then 3 corer cellular phone users and the people

who use the land line are around 7 corers. There is a huge gap to be bridged and the only and

future term plan of Vodafone Essar Limited is to exceed the land line users.

Secondly their long term plan is to be consistent in the policy adopted by them for the

purpose of outright excellence in their field. The policy of quality coverage, subsistent rates and

a genuine customer convenience and care are high in standards presently and Vodafone feels

that if these are the factors that are maintained at a consistent level then the company will be

able to meet all its future plans and goals.

Thus Vodafone Essar Limited has no plans in particular except to lead the market in the

crucial times of Cellular wars, and out rightly exceed the usage of land lines by wireless cellular

telephones and maintain their standard of quality coverage

SWOT ANALYSIS

SWOT ANALYSIS

Strength

1. DISTRIBUTION NETWORK: -

Vodafone has a wide spread network and to completely cover such network, it

has a predetermined channel which covers every nook and corner of the city so that all masers

are covered. With distribution network and an equal capacity to canalize makes Vodafone

strong in its own.

2. LIVE WIRE PROFESSIONALS: -

For every job specification in Vodafone Essar Limited there is employed a live

wire professional who is best suited to his position and responsibility when it comes to skill,

talent, qualification and perfection. Having people with such zeal and enthusiasm,

professionalism comes as strength.

3. PROACTIVE CUSTOMER CARE: -

Not only Vodafone Essar Limited is strong from within but when it comes to

external forces it proves its worth. Fabulous customer commonsense centers are established to

take care of any issue that may come as a problem to the mass proactive customer care is one

of the assets of the company while tele customer care comes as an icing to the cake.

4. TELECOM FOOTPRINTS: -

Vodafone Essar Limited though establish recently has set its foot in major cellular

markets, be its markets of masses or geographical markets. The important states of India all

have Vodafone footprints with them. This is strength indeed.

Weakness

1. FUNDAMENTAL CLASHES: -

As said earlier, corporate giants across the globe Tata, Birla, AT&T have joined

hands to form Vodafone Essar Limited. They all being supreme in their field, have their own

perceptions, these perception ideas and means are found to clash when they meet. Thus this

may be proved as a hindrance to the company and comes out as a weakness.

2. DELAY IN DECISION MAKING: -

As the three partners are huge corporate, the flow of decisions, actions and

understanding are channeliased through a long route. This may cause delay in any decision to

be taken and which might not be good for the company.

3. TELECOM FOOTPRINTS: -

Vodafone is only present in some states only out of highly numbered 26 states

which show that geographically Vodafone is not able to cover entire state. This leaves behind

weak telecom footprints of the company.

Opportunities

1. Lowest telecom Density in the world.

2. Lowest call charges in the world as well as in India.

3. Opportunity to outsmart the landlines connections, through the usage of Mobile

telephony.

4. Growth possible through Acquisition.

Threats

1. VOLATILE REGULATORY MARKET: -

Day in day out there is various rules and regulations that are coming in the

market and which on highly volatile in nature. Price fluctuation, are one of them competitors

come in and go out in a jiffy, and in such a situation to hold an upright place is difficult in its even

words and thus proves a threat to excrescence of companies. The same has been observed by

Vodafone.

2. PREDATORY PRICING FROM WILL OPERATORS: -

With ongoing Cellular wars and advent of WLL, Cellular operators are now into

an artificial cover of threat. The threat of pricing policies, threat of customers care etc. is going

high as WLL have been setting its foot with predatory pricing policies to un channelise Cellular

operators.

3. EXPANSION INVESTMENT THRET: -

In order to survive in the market, Vodafone has to update its technologies, and this all

expansion requires huge cost pull expenditure and this increase costs in leaps and bounds.

QUESTIONNAIRE

RETAILOR SATISFACTION TO VODAFONE

(This survey is being conducted by a B.B.A student as a part of advanced marketing and this survey is purely meant for academic purpose.)

Q-1 Name

______________________________________________________________

Q-2 Address

______________________________________________________________

______________________________________________________________

Q-3 Contact No

______________________________________________________________

Q-4 Monthly turnover

Up to 10000 10000 to 25000 25000 to 50000

50000 to 10000 100000 or above

Q-5 Other GSM brands you deal with?

VIDEOCON IDEA AIRTEL BSNL

RELIANCE DOCOMO UNINOR AIRCEL

Q-6 Since how-many years you are dealing with Vodafone?

Less than 1 year 1 year to 5 years

5 years to 7 years More than 7 years

Q-7 How satisfied you are with the services provided to you by Vodafone?

SERVICES GOOD VERY GOOD

EXCELLENT NOT GOOD

Recharge Schemes

Post-Paid Schemes

Advertisement Material

After Sales Services

Other Services

Q-8 Are you satisfied with the overall services provided by Vodafone?

Yes No

Q-9 Rate the following on the scale of 1 to 5 as delivered by Vodafone.

1-EXCELLENT. 2-V.GOOD. 3-GOOD. 4-SATISFACTORY.

5-DISSATISFACTORY.

I. Kind of services

II. schemes

III. Advertisements

IV. Packages

Q-10 Rate the top 3 telecom companies on the below mentioned features.

Companies- Vodafone, Idea, Airtel, Reliance, BSNL, Docomo, Aircel,

Uninor, Videocon.

I. Service: 1__________ 2__________ 3__________

II. Customer care: 1__________ 2__________ 3__________

III. Packages: 1__________ 2__________ 3__________

IV. Prices: 1__________ 2__________ 3__________

Q-11 Any suggestions to Vodafone?

______________________________________________________________

______________________________________________________________

BIBLIOGRAPH

Y

BIBLOGRAPHY

1. Marketing Management

- By PHILIP KOTLER

2. Market Research

- By LUCK RUBIN

3. Web site

- www.vodafone.com