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MARKETING MIXVODAFONE

SHEETAL PADIR(29)KEVAL PATIL(30)SHUCHITA PATIL(31)TEJASVINI PATIL(32)NISHANT GROVER(28)

INTRODUCTIONVodafone India, formerlyVodafone Essar andHutchison Essar , is thesecond largest mobile network operator inIndia afterAirtel. It is based inMumbai, Maharashtra and which operates nationally. It has approximately 146.84 million customers as of November 2011.On July 2011,Vodafone Group agreed terms for the buy-out of its partnerEssar from its Indian mobile phone business. The UK firm paid $5.46 billion to its Indian counterpart to take Essar out of its 33% stake in the Indian subsidiary. It will leave Vodafone owning 74% of the Indian business, while the other 26% will be owned by Indian investors, in compliance with Indian law.Vodafone India provides2.75G services based on 900MHz and 1800MHz digital GSM technology. Vodafone India launched3G services in the country in the January-March quarter of 2011 and plans to spend up to $500 million within two years on its 3G networks.

TIMELINE1992: Hutchison Whampoa and MAX group establish Hutchison Max2000: Acquisition of Delhi operations and entry into Calcutta (now Kolkata) and Gujarat markets through Essar acquisition2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh and Chennai2002:A 'You and I' print advertisement of Hutch featuring Cheeka (dog)2003: Acquired AirCel Digilink (ADIL ESSAR Subsidiary) which operated in Rajastan, Uttar Pradesh East and Haryana telecom circles and rebranded it 'Hutch'.2004: Launched in three additional telecom circles of India namely Punjab, Uttar Pradesh (West) and West Bengal.

2005: Acquired BPL Mobile operations in 3 circles. This left BPL with operations only in Mumbai, where it still operates under the brand 'Loop Mobile'.2007: Vodafone acquires a 67% stake in Hutchison Essar for $10.7 billion. The company is renamed Vodafone Essar. 'Hutch' is rebranded to 'Vodafone'.2008: Vodafone acquires the licences in remaining 7 circles and has starts its pending operations inMadhya Pradeshcircle, as well as in Orissa, Assam, North East and Bihar.2011: Vodafone Group buys out its partner Essar from its Indian mobile phone business. It paid $5.46 billion to take Essar out of its 33% stake in the Indian subsidiary. It left Vodafone owning 74% of the Indian business.

CEOVittorio ColaoHe is an Italian businessman, the current Chief Executive of Vodafone GroupBorn onOctober 3, 1961

MartenPietersManaging Director and Chief Executive Officer at Vodafone India LtdMumbai Area, IndiaTelecommunications

MARKETING MIX

DEFINITION"Marketing is human activity directed at satisfying needs and wants through exchange process. Marketing mix is the combination of four elements, called the 4Ps (Product, Price, Promotion and Place), that every company has the option of adding, subtracting, or modifying in order to create adesired marketing strategy. (Philip Kotler). VODAFONE MARKETING MIX

ESSENTIALS OF MARKETINGThe world is a global market with few barriers, so Vodafone has to be highly visible as the brand to buy. Effective marketing is the key to this high visibility. Marketing involves anticipating customers needs and finding the right product or service to meet those needs, thereby encouraging high sales levels.Vodafone competes with 14 other mobile operators throughout India. They areAircel,Airtel,BSNL,Idea,Loop Mobile,MTNL,MTS,Reliance Communications,Tata DoCoMo,,Uninor,VideoconandVirgin Mobile.

Vodafone goes further by looking to impress on its customers not merely what its products are i.e. features, but also what they can increasingly do i.e., benefits. This involves effective communication.Vodafones aim is to grow its revenue and improve its profit margin by adding value to its products and services i.e. earning more from each product sold. The Vodafone live! service enables customers to use picture messaging and to download polyphonic ring tones, colour,games, images and information, through an icon-driven menuVODAFONE SUBSCRIBERSSubscriber Base Statistics as on January, 2011Gujarat -14,910,573Uttar Pradesh(East) -14,237,217Maharashtra-11,962,824West Bengal-11,040,815Tamil Nadu-9,330,557Rajasthan-8,711,277Uttar Pradesh(West)-9,234,369Andhra Pradesh-7,347,024Delhi-7,788,376Goa-7,134,576Karnataka-6,591,039Kerala-5,535,177And many more.

VODAFONES MARKETING MIX:

A longer term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a combination of many features that can be represented by the four Ps.Product - features and benefits of a good or servicePlace - where the good or service can be boughtPrice - the cost of a good or servicePromotion - how customers are made aware of a good or service

Product

A product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information - and soon view video clips and send video messages.Prepaid Cellphone connection, prepaid recharge card, top-ups, Vodafone postpaid calling cards, vodafone PCO, Vodafone Handyphone, I-Phone 3G, Magic box handset, world box handset, world calling cards.Credit recharge option upto Rs.30Minimum roaming charges across the country.Free local call for vodafone to vodafone for the first 30 days of a new connection.Special SMS services coupon package.

Services of Vodafone Entertainment & Lifestyle: The latest Ringtones, music, jokes, dating, sports news and much more, easily accessible on my phone!Games, Downloads & Applications: With Vodafone you can play all the best games and access the newest apps to make your phone do more.Social Networking: You can keep your friends updated and follow the latest happenings on Facebook, Twitter and more.It also provides 3G services.It also provides Blackberry internet services also.Few years bock Vodafone had tied up with shaadi.com to provide services to there customer.

PLACE

Vodafone outlet(dealers):New Vodafone prepaid connections will be available at special vodafone outlets, located in Central market places in major cities.Retail stores :Vodafone prepaid connection will be available in various retail stores in different parts of the country.Online purchase of new sim connections(market space):Purchase of new sim connection can also be done online by logging on the Vodafone web site and making orders through Credit/debit cards.

PRICE Vodafone wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users. Price to be paid for GPRS facility: GPRS services can be availed by the customer by just recharging it for Rs.60 for 30 days.Roaming charges: For incoming 50 paisa/min for outgoing 75 paisa/min outgoing SMS Rs.1.50Special SMS coupon service: SMS coupon, 100 local SMSs for Rs.10.

PROMOTIONVodafone works with icons such as David Beckham to communicate its brand values.Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion.Vodafone actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas.

But now Vodafone uses animated advertisements or sometimes zoozoos which were most popular during IPL.People love to see them and these types adertisements helps vodafone to attract customer because of there uniqueness of the advertisement as no other brand provides something like zoozoos.The latest one is made for you offer.

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