U D IT O F

BRA ND A
DA FO N E
VO
PREPARED BY:
Ebrahim Pachorawala -
Hrishit Amlani -
Maaz Shaikh -
Nashfi Qureshi – 69
Samarth Wagh – 89
Taranjit Kaur Mutti - 108
 Introduction
• In May 2007, in one of the biggest brand transition
exercises
• Hutch, which was country’s fourth-largest mobile
service provider, was renamed as Vodafone
• Vodafone spent somewhere in the region of Rs
250 crore on this high-profile transition
• Vodafone acquired 67 per cent in Hutchison Essar
from Hong Kong-based Hutchison Whampoa, and
completed the acquisition of Hutchison Essar in
May 2007
 Objective of the study
• Vodafone India has 18.8% customer market
share and 20.7% revenue market share
• Objective of the study is to carry out a Brand
Audit of Vodafone in order to find out the
Customer response for Vodafone services
• A lot of competition has built up in the telecom
market and hence a brand audit is absolutely
necessary to determine where the brand stands
and how its strategy is helping it break the
clutter assembled in the telecom market
 Competition Analysis
Aircel
• The Aircel group is a joint venture between
Maxis Communications Berhad of Malaysia and
Sindya Securities & Investments Private Limited
• Aircel commenced operations in 1999 and
became the leading mobile operator in Tamil
Nadu within 18 months
• It emerged a market leader in Assam and in the
North Eastern provinces within 18 months of
operations. Till today, the company gained a
foothold in 21 circles
 AIRTEL
• Bharti Airtel Limited, formerly known as Bharti Tele-
Ventures LTD (BTVL) is a company offering
telcommunication services in 19 countries
• It is the largest cellular service provider in India, with
more than 141 million subscriptions as of August 2010
• Bharti Airtel is the world's third largest, single-country
mobile operator and fifth largest telecom operator in the
world with a subscriber base of over 180 million
• It also offers fixed line services and broadband services. It
offers its telecom services under the Airtel brand and is
headed by Sunil Bharti Mittal
• In India, the company has a 30.7% share of the wireless
services market.
 IDEA
• IDEA Cellular is an Aditya Birla Group
Company, India's first truly multinational
corporation
• Idea Cellular is a wireless telephony company
operating in all the 22 telecom circles in
India, based in Mumbai
• It is the 3rd largest GSM Company in India
with over 72 million subscribers, under brand
IDEA.
MARKET SHARE OF THE INDIAN TELECOM SERVICE
PROVIDERS
BRAND EQUITY OF VODAFONE
 PORTER’S FIVE FORCES OF VODAFONE

• Rivalry
• There are a few numbers of large firms worldwide
that competes for the market share; this lowers the
threat of rivalry
• The firms that are in the business however are very
competitive and because of a relative slow market
growth in this industry the firms fight over the
market shares that are out there and that increase
the threat
• There is also a low level of switching costs to the
consumer and a low level of product differentiation
and this further brings the threat level of rivalry up
 PORTER’S FIVE FORCES OF VODAFONE
• Substitutes
• The more local calls and business calls would be
more secure for the mobile market, although cell
phones with the ability to use the internet to
make calls are being made available and will
soon take a considerable market share of calls
made
• The threat of substitutes can be reasonable high
in this industry
 PORTER’S FIVE FORCES OF VODAFONE
• Buyers
• The threat of buyers in this industry can be
considered fairly low. The individual buyer has
no impact on the price of the products offered.
• Suppliers
• Supplier’s power in some aspects of this
industry is high. In the cell phone part of the
business the suppliers of the phones can have
a big impact on the price of products and the
condition of the deal they make with the
provider.
 PORTER’S FIVE FORCES OF VODAFONE

• New Entry
•  The threat of entry is highly influenced
by the economy of scale of the existing
companies
• The large well established companies
that have a strong foothold in the market
and a known brand name would make
entry for a new company costly
• Uninor, Etisalat, Tata Docomo are
examples