PRESENTED BYSUMA LIMA

introduction

• Vodafone Group is a British multinational telecom company headquartered in London and with its registered office in Newbury, Berkshire.

Cont..

• It is the world's second-largest mobile telecommunications company (in each case behind China Mobile).

• Vodafone owns and operates networks in over 30 countries and has partner networks in over 40 additional countries. Its Vodafone Global Enterprise division provides telecommunications and IT services to corporate clients in over 65 countries.

Vodafone India

• Vodafone India , formerly Vodafone Essar and Hutchison Essar, is the SECOND largest mobile network operator in India after Airtel by subscriber base.

History

• Started in 1982 as the joint venture between Racal Electronics plc’s subsidiary Racal Strategic Radio Limited along with Millicom and the Hambros technology trust.

• Later renamed as Racal telecom after Racal Electronics bought the minority shareholders of Vodafone.

• In 1991 Racal Telecom was demerged from Racal Electronics as Vodafone group and the mobile telephony giant was born.

VODAFONE IN INDIA

• Vodafone Essar in India is a subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the license for Mumbai.

• Hutchison whampoa and its Indian business partner MAXGROUP, and launch their commercial service as Hutchison max in Mumbai in the year 1994.

• In 2007, Hutch, India’s fourth-largest mobile service provider was renamed as Vodafone India.

• Targeted the business and high-end postpaid customers to generate a higher average revenue per usage.

HUTCH CAMPAIGN

The Hutch network was personified as the adorable pug dog following the cute little owner

REBRANDING CAMPAIGN- Brand Transition

CHANGE IS GOODHUTCH IS NOW VODAFONE

Services

• Tunes & Downloads• Entertainment• Devotional• Sports• News & Updates• Call Management Services• Finance• Travel• Mail, messaging & more• Dial in Services• Bill Info

HAPPY TO HELP- Vodafone Customer Care Service

Symbolize a mobile phone customer care service as willing and eager to help as the little pug

Vodafone kick-started ‘Happy to Help’, in Kerala, to help bring relief to commuters during heavy rains. Vodafone ushers were stationed with huge umbrellas at major railway stations in Kerala to help people to and from the platforms.

Angel stores

• Vodafone Angel Store, is a first of its kind retail concept store, that is completely managed and run by women employees, including security, pantry staff, customer service resources and management level personnel.

Products

• Prepaid• Postpaid• I-Phone 3G• Magic box Handset• World Calling Cards• Gulf Calling Cards• Vodafone PCO• Vodafone Handyphone

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.

• It offers various pricing structures to suit different customer groups.

• Monthly price plans are available as well as prepay options. Phone users can top up their phone on line.

Market strategy, target and positioning

• Changing the name from Hutchison Essar to Vodafone Essar is the key to their success.

• One of their most successful ads includes their talented and wacky characters “Zoozoo”.

• 24 hour customer support and online services make their offers a complete package.

Contd…

• Targeting – Vodafone is adopting a multisegment approach. They are offering a series of differentiated products to their respective markets.

• Home calling cards for family of those professionals who use to work abroad .• Rs. 10 recharge for small users.• Cheap SMS facility for youths.• Facilities for circle users.

Contd…

• Positioning – “Where you go our network follows U”

SPONSORSHIPS- BIGG BOSS

•“Vodafone Bigg Boss Voice SMS competition”: Vodafone mobile subscribers can ask a question to their favorite Big Boss House Mate during BiggBoss 3•“Vodafone Bigg Boss Ask Question to BiggBoss5 housemates ”

RACE TO FAME CONTEST- October 2011

One of the winners of the Vodafone Race to Fame contest with Lewis Hamilton and Jenson ButtonVODAFONE RACE CONTEST.wmv

Date : 28th October, 2007Prize Money = $ 160,000Celebrity Marathoner : Javed Jaffrey

PERFORMANCE GAP• Is the behavioral are not performed to standards when measuring task

performance.

• Two main gaps for Vodafone.

• Between Consumer expectation and management perception.

• Related to perceived and expected service.

recommendations

• Implement an online purchasing system.• A section for customer’s inquiries and

requirements.

Competitors in Market