A

Project Report
On

CUSTOMER SATISFACTION TOWARDS VODAFONE MOBILE

SERVICE LTD.

Submitted in Partial Fulfillment for the Degree of

Bachelor of Business Administration

S.S. JAIN SUBODH P.G (Autonomous) COLLEGE JAIPUR

(2020-21)

SUBMITTED BY: SUBMITTED TO:

AKSHIKA BHARGAVA DR TAPASYA MALHOTRA JHUKLA
B.B.A. V Sem.
Roll no: 1941017
 CERTIFICATE

Certified that this project report entitled is a record of project work done
independently by MISS. AKSHIKA BHARGAVA under my guidance and
supervision and that it has not previously formed the basis for the award of
any degree, fellowship or associate ship to his.

DR TAPASYA MALHOTRA JHULKA

S.S.Jain Subodh P.G. (Autonomous) College
Jaipur
 DECLARATION

I hereby declare that this project report entitled CUSTOMER

SATISFACTION ON VODAFONE MOBILE SERVICE LTD is a confide
record of work done by me during the course of summer project work and
that it has not previously formed the basis for the award to me for any
degree/diploma, associate ship, fellowship or other similar title of any other
institute/society.

AKSHIKA BHARAGAVA
S.S. Jain Subodh P.G. (Autonomous) College
Jaipur
 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and expressing
your feelings in black and white to thank the people who have been a crucial
part of your successes, your accomplishments, and your being what you are
today. I take this opportunity to first of all thank the Faculty at S.S. Jain
Subodh P.G. (Autonomous) College, especially Dr. K.B.Sharma, Principal,
and Dr. Chitra Rathore for inculcating and instilling in me the knowledge,
learning, will- power, values and the competitiveness and professionalism
required by me as a management student.
I would like to give special thanks to Dr. TAPASYA MALHOTRA
JHULKA for educating me silver lining in every dark cloud. Her enduring
efforts, guidance, patience and enthusiasm have given a sense of direction
and purposefulness to this project and ultimately made it a success.
I express my sincere and heartiest thanks to everyone who has contributed
towards the successful completion of the Project.
Last but not the least; I would like to thank my family: my parents, for
supporting me spiritually throughout my life.
The errors and inconsistencies remain my own.

AKSHIKA BHARGAVA
 INDEX

CHAPTER TOPIC PAGE

NO
1 INTRODUCTION OF THE TOPIC 7-11

2 PROFILE OF THE COMPANY 13-28

 OVERVIEW OF COMPANY
 PROFILE OF COMPANY
 S.W.O.T ANALYSIS
30-36
3 RESEARCH METHODOLOGY
 DATA SOURCE
 OBJECTIVE OF STUDY
 LIMITATION OF THE STUDY
4 38-57
ANALYSIS AND PRESENTATION

5 FINDINGS 59-61
 CONCLUSION
 RECOMMENDATION
 SCOPE OF STUDY
 APPENDICES 62-66
 QUESTIONNAIRE
 BIBLOGRAPHY

5
 CHAPTER-1
INTRODUCTION OF THE TOPIC

INTRODUCTION:

6
 "Telecommunications is the backbone of our future economy. International competitiveness
increasingly depends on the development of a telecommunications infrastructure that is compatible
with international standards"

The cellular industry all over the world has been witnessing very high growth rates in subscriber base
in recent years. For developing countries in particular, cellular services are becoming a very significant
proportion of the overall telecom infrastructure. The mechanics of competition within this market
involve complex feedback effects between individual service providers and with their operating
environment, and these forces play an important role in governing the growth of this industry.

The Indian telecommunications sector has undergone a major process of transformation because of
significant Government policy reforms during the recent years. The New Telecom Policy, 1999
focused on creating an ideal environment for investment, establishing communication infrastructure by
leveraging on technological development and providing affordable telecom services to all. These
objectives of the policies have resulted in rapid growth of subscribers and lower tariffs. We believe that
with these major initiatives of the Government, the mobile market in India will have a promising
future.

In a country like India which is not yet telephone-saturated and the ongoing changes in related areas
are resulting in a rapidly changing profile of users, providers and their respective needs, continuous
revision of the telecom policy is imperative. Given the emerging new technologies and the integrating
economies there must be fairness among competitors.

CUSTOMER SATISFACTION:

Business always starts and closes with customers and hence the customers must be treated as the King
of the market. All the business enhancements, profit, status, image etc of the organization depends on
customers. Hence it is important for all the organizations to meet all the customers’ expectations and
identify that they are satisfied customer.
Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall good
relationship with the supplier. In today’s competitive business marketplace, customer satisfaction is an
important performance exponent and basic differentiator of business strategies. Hence, the more is
customer satisfaction; more is the business and the bonding with customer.
7
Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior on
customer’s expectation. It also depends on how efficiently it is managed and how promptly services
are provided. This satisfaction could be related to various business aspects like marketing, product
manufacturing, engineering, quality of products and services, responses customer’s problems and
queries, completion of project, post delivery services, complaint management etc.
Customer satisfaction is the overall essence of the impression about the supplier by the customers. This
impression which a customer makes regarding supplier is the sum total of all the process he goes
through, right from communicating supplier before doing any marketing to post delivery options and
services and managing queries or complaints post delivery. During this process the customer comes
across working environment of various departments and the type of strategies involved in the
organization. This helps the customer to make strong opinion about the supplier which finally results in
satisfaction or dissatisfaction.
Customer’s perception on supplier helps the customer choose among the supplier on basis of money
value and how well the delivered products suit all the requirements. The supplier’s services never
diminishes after the delivery as customer seeks high values post marketing services which could help
them use and customize the delivered product more efficiently. If he is satisfied with the post
marketing services then there are good chances for supplier to retain the customers to enhance repeated
purchases and make good business profits.
It is necessarily required for an organization to interact and communicate with customers on a
regular basis to increase customer satisfaction. In these interactions and communications it is
required to learn and determine all individual customer needs and respond accordingly. Even if the
products are identical in competing markets, satisfaction provides high retention rates. For example,
shoppers and retailers are engaged with frequent shopping and credit cards to gain customer
satisfaction, many high end retailers also provide membership cards and discount benefits on those
cards so that the customer remain loyal to them.
Higher the satisfaction level, higher is the sentimental attachment of customers with the specific brand
of product and also with the supplier. This helps in making a strong and healthy customer-supplier
bonding. This bonding forces the customer to be tied up with that particular supplier and chances of
defection very less. Hence customer satisfaction is very important panorama that every supplier should
focus on to establish a renounced position in the global market and enhance business and profit.
Measuring customer satisfaction:

8
Organizations are increasingly interested in retaining existing customers while targeting non-
customers; measuring customer satisfaction provides an indication of how successful the organization
is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The state of
satisfaction depends on a number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary
depending on other options the customer may have and other products against which the customer can
compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative
measurement, although a large quantity of research in this area has recently been developed. Work
done by Berry, Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence
satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction.
These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access,
Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the
Customer and Innovation. These factors are emphasized for continuous improvement and
organizational change measurement and are most often utilized to develop the architecture for
satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry
between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service
by using the gap between the customer's expectation of performance and their perceived experience of
performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative
in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of
combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures
(perception and expectation of performance) into a single measurement of performance according to
expectation. According to Garbrand, customer satisfaction equals perception of performance divided
by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of statements using a Likert
Technique or scale. The customer is asked to evaluate each statement and in term of their perception
and expectation of performance of the organization being measured.

9
Vodafone had highest customer satisfaction index in 2011

Lisbon, 25 August 2013 - Vodafone obtained the highest customer satisfaction index in the
telecommunications sector in 2013, according to annual results published by Anacom. Vodafone
achieved a satisfaction index of 74.4 (on a scale of 0 to 100), the highest score of all the companies in
the Portuguese telecommunications market and considerably above the sector average of 67.6.

In the report published by Anacom, Vodafone is ranked in first place in all the indicators included in
the survey: Satisfaction with the operator, Image that customers have of the operator, Customer
Expectations, Perceived Quality of the operator's network and services, Perceived Value for Money,
Complaints received and their handling, and Loyalty of customers to their operator.

In the Perceived Quality indicator, Vodafone obtained a score of 8.3 points for overall quality, way
ahead of the scores of the other two operators (both obtained 7.7 points). Vodafone comes top in all the
indicators for perceived quality of network and services: technical quality of the network (8.2 points);
customer service and advice capability (7.6 points); quality (8.2 points), diversity (8.0 points) and
reliability (7.9 points) of products and services offered; clarity and transparency of information
supplied (7.8 points); network coverage (7.9 points) and clarity and transparency of price plans (7.9
points).

Similarly, in the indicators measuring the Image of mobile operators, Vodafone comes top in the five
categories analyzed (on a scale of 1 to 10): 'It is a reliable company in terms of what it says and what it
does' (8.1 points); 'It is stable and well established in the market' (8.8 points); 'It contributes positively
to society' (7.5 points); 'It cares about its customers' (7.6 points); and 'It is innovative and forward
looking' (8.5 points).

The methodology used in the ECSI Portugal 2009 survey (ECSI – European Customer Satisfaction
Index) is similar to that used by the European Commission to survey customer satisfaction in 25
Member States, enabling comparisons to be made between the results obtained in each country.

The ECSI Portugal 2011 Communications survey was carried out by the Higher Institute of Statistics
and Information Management at Lisbon's New University in partnership with the Portuguese Quality
Institute and the Portuguese Quality Association, with sponsorship from Anacom.

10
11
 CHAPTER-2
PROFILE OF THE COMPANY

Overview of company:

12
Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership. The Company
provides pan India Voice and Data services across 2G, 3G and 4G platform. With the large spectrum
portfolio to support the growing demand for data and voice, the company is committed to deliver
delightful customer experiences and contribute towards creating a truly ‘Digital India’ by enabling
millions of citizens to connect and build a better tomorrow. The Company is developing infrastructure
to introduce newer and smarter technologies, making both retail and enterprise customers future ready
with innovative offerings, conveniently accessible through an ecosystem of digital channels as well as
extensive on-ground presence. The Company is listed on National Stock Exchange (NSE) and BSE in
India.

OUR VISION:

Create world class digital experience to connect and inspire every Indian to build a better tomorrow.

OUR MISSION:

Customers

Be the most loved brand by continuously raising the bar in delivering simple, delightful experience and
meaningful innovations, through new age technologies

Team

Be an inspirational, agile and exciting organisation that challenges the status quo, and champions a
diverse team that has a winning attitude and thrives on delivering customer excellence

Shareholders

Be the most valued company through smart leadership committed to delivering sustainable growth,
while adhering to the highest standards of governance and compliance

13
 Community

Be the most respected company by leveraging technology and purposeful innovation to catalyze social
prosperity, digital literacy and inclusivity.

OUR VALUES:
Our values embody the spirit of our brand. They serve as the guiding principles for our every thought

ans action.

Speed
We act with SPEED. Always. Procrastination is our enemy

Digital
We choose to be DIGITAL - FIRST, to make things simple for ourselves and our customers

Trust
We are straightforward and open in all that we do, to build a culture that fosters TRUST

Bold
We always adopt a BOLD outlook and are not afraid of failure

Passion
We act with PASSION for our brand and our customers.

Our Offerings:

Consumer
Welcome to the world of Vodafone Idea Limited, where our millions of customers are at the heart of
everything that we do.
14
We use the power of technology to enhance our customers’ lives – through ubiquitous presence and
connectivity through our PAN India urban and rural coverage, a continuously expanding 4G LTE
network, integrated worry free propositions and some of the best entertainment on mobile – all
packaged into a completely unmatched customer experience.

Our innovative and truly differentiated offerings – be it our Prepaid Unlimited propositions, RED
Postpaid plans, Truly Unlimited International Roaming products and many others - reflect the passion
with which we aim to serve our customers, always!

Enterprise
Vodafone Idea Business Services is committed to being the most trusted and valued partner helping
businesses succeed in a digital world. Our Total Communications solutions empower global and Indian
corporations, public sector & government bodies, small & medium enterprises and start-ups.

From market-leading Enterprise Mobility, robust Connectivity and world-class IoT Solutions, to

superior Business Communication & Cloud and insightful Business Analytics & Enabling Solutions,
we bring the smartest and newest technologies to serve businesses in the digital era.

Our global expertise and deep local knowledge makes us the preferred digital enablement partner of
enterprises across India. No matter which sector you operate in and regardless of your size and scale,
business is better when we are together. 

15
 Profile of the company
Vodafone Mobile Services Limited is a Public incorporated on 27 March 1992. It is classified as Non-
govt company and is registered at Registrar of Companies, Mumbai. Its authorized share capital is Rs.
170,180,018,000 and its paid up capital is Rs. 13,763,026,900. It is inolved in Telecommunications
[Production of radio and television programmes, whether or not combined with broadcasting, is
classified under class 9213.]

Vodafone Mobile Services Limited's Annual General Meeting (AGM) was last held on 10 July 2018
and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last filed on 31
March 2018.

Directors of Vodafone Mobile Services Limited are Sonu Halan Bhasin, Balesh Sharma, Prashant
Bhagania, Ajay Khanna, .

Today, in India, becomes Vodafone. Now, the pink color logo of Hutch is replaced by Vodafone
Essar’s 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 “We’ve 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 Vodafone’s 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
16
message service, voice mail service, auto roam, fax and data, cricket updates, M-banking, general
information, tarot line, etc. The company launched 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 value-added 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 one’s 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.

Core values:

 We shall uphold the dignity of the individual.

 We shall honor all commitments.
 We shall be committed to Quality, Innovation and Growth in every endeavor .
 We shall be responsible corporate citizens.
Accomplishments:

- 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 group with

approximately 315 million proportionate customers as at 30 June 2009.

- Vodafone currently has equity interests in 31 countries across five continents and around 40
partner networks worldwide

- The Essar Group is a diversified business corporation with a balanced portfolio of assets in the
manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports
& Logistics, and Projects.

- Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the
Americas.

- The company now has operations across the country with over 78.68 million customers.

17
Services provided by vodafone company:

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.

Prepaid services (latest):

- Vodafone Essar, one of India’s 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.

Rajiv Kohli, Chief Executive Officer, and Vodafone Essar - Punjab said, “We have always aimed
to provide value offering to our customers. The new Bonus Card 25 facilitates Vodafone customers to
stay connected with their loved ones across India at an economical rate.”

- Has introduced two new Bonus Cards. Bonus Card 17 and Bonus Card 27 come with one
month validity and are priced at Rs 17 and Rs 27 respectively. All Vodafone prepaid customers
including the lifelong customers in Kolkata and rest of Bengal can enjoy the new Bonus Cards
offer available across Stores and Ministores.

- ‘Lifelong Prepaid @Rs.46 plan’ for its prepaid customers in Kerala. This new prepaid offer
comes with lifetime validity and a talk time of Rs.5.  Vodafone customers can make local calls
to all Vodafone numbers, other mobiles and landlines at Re 1 per minute and all STD calls are
at Rs1.50 per minute. Customers need to recharge with Rs 200 cumulative in 180 days to stay
connected.

Postpaid services(latest):
- Vodafone Essar, one of India’s leading cellular services providers has launched three new
monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for its postpaid customers in

18
 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.

Sridhar Rao, Chief Executive Officer, Vodafone Essar East Limited, said

“These budget plans will specially appeal to customers with high usage who can now manage their
mobile bills without compromising on talktime or SMS  volume.”

- Announced a special offer for its customers in Madhya Pradesh and Chhattisgarh. Customers
can now avail free VIP numbers with every new post paid connection. The VIP numbers
provide customers an option to choose a number of their preference from a range of special
Golden numbers that usually comes with a huge price tag.

Value added services:

Vodafone Essar, one of India’s leading cellular services providers, has announced a special offer for
Zoozoo fans across India. Vodafone customers can now get special oozoo DVDs from a Vodafone
Store and watch these adorable characters from Vodafone Essar’s recent television commercials as
they live life’s 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 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.

SMS Chat:
19
Now, you can chat on your Vodafone phone with as many people as you want. Its fun and as simple as
sending an SMS. Your identity will remain anonymous as your phone number is never displayed
during the chat. You can have your own profile and chat name.
You can also create your own chat rooms or chat in the different rooms that already exist including:
Teens, 20s, 30s, Office, Bollywood, Delhi.
All you have to do is type in your messages and send them to 2428. You will be charged Rs. 2 per
outgoing message. Incoming messages are free.

Vodafone Online:
Get all the useful information you need directly on your Vodafone phone - with Vodafone Online.
Including cricket, finance, entertainment, weather, astrology and more.

 Simply go to the Vodafone Online menu on your Vodafone phone.   If you do not see the Vodafone
Online menu on your phone, send HELP to 123.  We will send you the list of keywords.
 Scroll to the topic on which you need information.
 Select the information and key input as requested on the screen.
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:

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).

20
Flash & Blink

Vodafone now offers you two exciting ways to send messages. You can make your message flash
directly on your recipient’s screen instead of the inbox. You can also highlight the important parts of
your message through blinks. So your text messages become not only more visible, but more effective
too.
You will be charged Rs. 2 per outgoing message. Incoming messages are free.

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
 Hold up over 17 messages at a time.
 Receive a message that lasts up to 90 seconds.
 Store a message for as long as you want. 
 You can also record your voice signature and welcome message.
Calling Line Identification:
You can check your caller's telephone name and number on your phone screen whenever you receive a
call. This gives you the flexibility to either accept or reject an incoming call. This service is also
helpful in identifying your missed calls
You can access this service by just paying Rs. 49 per month, if you are a postpaid customer. This
service is absolutely free if you are a Vodafone Prepaid customer.
Itemized Billing:
As a Vodafone Postpaid customer, you can choose to receive an itemized bill at the end of each month.
This is a detailed billing statement which helps you keep track of all your calls. Your itemized bill
includes:

 Origin of the call

 Destination of the call
 Duration of the call

21
 Toll charges
 Airtime and total charge

Get your itemized bill.

 via post: Pay a monthly rental of 49 only.
 via e-mail: Pay just Rs. 19 per itemized bill.
Fax & Data Services
This service enables you to constantly keep in touch with your office, colleagues and information
sources. You can send or receive faxes and transmit data using your Vodafone phone anytime,
anywhere. Whether you are operating from home,
Hotels and airport lobbies.
At speeds of up to 9600 bps within the network or while roaming. You can even access the Internet.
All you need is a handset compatible data card (PC Card) or a GSM Software, and a data chord cable
with a PC to set up a mobile office.
You can also opt for either Vodafone Fax or Vodafone Data services independently.
Your Vodafone fax number can help you differentiate between incoming voice calls and fax
transmissions. You can also send and receive faxes anywhere on earth with your Vodafone phone
By opting for the Vodafone Data Services you can access e-mail, databases and the Internet. All on
your single incoming data number.
Charges to activate the Vodafone Fax and Data service, you just need to pay a one-time activation fee
of Rs 500. To access the Fax service, the fee is Rs. 250. The usage charges are nominal at Re 1 per
minute.

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
22
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).
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 two-way (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 to visit
the bank or making a call.
You can do Cell Banking from over 90 countries worldwide.
You will be charged Rs. 2 per outgoing message. Incoming messages are free.

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.
23
Vodafone Essar, one of India’s 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 2013

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

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. What’s
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!
24
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.

25
 SWOT ANALYSIS

SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves specifying the
objective of the business venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieving that objective. The technique is credited to Albert Humphrey,
who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500
companies.

Strengths Weaknesses

Leadership Position Centralized Control – Low

Global Brand Strength Flexibility
Internal
High Geographical reach High Consumer churn rates

Opportunities Threats
Expanding marketing boundaries Increased Competition
Growth through 3G Market saturation in Europe
External Strategic Alliances Emergencies of Low cost
Brands

26
 SWOT ANALYSIS OF VODAFONE

Strengths:
The main strength of Vodafone within the telecommunications market lies in its brand image
and recognition. Vodafone, having established a global presence and having invested highly in
marketing a differentiated image by promoting a Vodafone life style, currently enjoys a differentiating
advantage that, if exploited properly, can offer a lead in competition. The presence of Vodafone in
numerous countries within Europe as well as in all part of the world enhances this image. It allows
customers to travel and enjoy easily the services of their home country operator. In the few countries
that Vodafone is not physically present (e.g. Norway) it has well established strategic alliances which
allow for a better service of mobile clients.
Weaknesses:
The expansion of Vodafone has been completed at the expense of direct control of its
operations. The company grew through a process of acquisitions of national telecommunications
companies (e.g. the acquisition of the third biggest Czech mobile phone operator, Cesky mobile) rather
than organic growth. This increased its subscribers’ base quickly, offering direct market knowledge
and immediate additions of customer bases at the expense of direct effective control of the subsidiaries.
At the same time though, it implicitly imposed a centralized operational structure for the group,
nominating the UK headquarters as the leading business unit running a much centralised marketing and
handset procurement at group level. This has resulted in the neglect of local markets and local
differences, allowing market share to be gained by smaller local competitors. Due to the highly
saturated Western European market this has resulted in an increase in the price elasticity of demand,
with consumers becoming continuously price oriented. This has resulted in high customer churn rates
reaching the level of 32.8% in the UK compared to O2’s 24%.

Opportunities:
The telecommunications market, even though highly saturated in some regions offers great
potential due to the ageing population and the sophistication of the consumers. It offers great
opportunities through a careful market segmentation and exploitation of particular profitable segments.
Different strategies should be pursued – simple phones and simplified pricing plans to the ageing
population and more updated, sophisticated solutions for younger generations. The expanding

27
Boundaries of the market could provide further opportunities by allowing Vodafone to enter more
aggressively into fixed‐line service and to better enjoy the benefits of its high investment in 3G
technology. Moreover the company has undertaken its first steps in establishing strategic alliances to
develop customized solutions for end‐users: Vodafone recently announced two new partnerships, one
with supermarket group ASDA to launch an ASDA branded mobile service in the UK, and another
with electrical retailer DSG International to provide mobile solutions to small businesses. This could
further be enhanced to avoid being a late‐entrant in this new method of distribution which offers access
to a wide potential customer base.

Threats:
The European part of Vodafone’s market is characterized by existing high levels of
competition. Major brands such as O2 and T‐Mobile are exploiting the price sensitivity of customers
and in this way they are building a stronger image and presence in the market. Indirect competition is
also increasing further, through the presence of Skype and other related (not only voice) Internet‐based
services. This combined with the upcoming European legislative measures is expected to limit further
the tariffs for the network providers imposing further need for price cuts which could harm the bottom
line profitability of the company.

28
 CHAPTER-3
RESEARCH METHODOLOGY

29
Introduction:
“Marketing research means the systematic gathering, recording, analyzing of data about
problems relating to the marketing of goods and services”

METHODOLOGY ADOPTED:
Research methodology is a way to systematically solve the research problem. Here we study the
various steps generally adopted by the researcher in studying the research methods to continue a part of
research methodology.
In this research, both Primary and Secondary data taken into consideration. The project would be
executed through primary data i.e. questionnaires, discussion with various age groups of employee,
information from other group of companies, internet data’s.
Primary data: - This is those, which are collected as fresh and for the first Time, and thus happen
to be original in character. There are many ways of data collection of primary data like
questionnaire, observation method, interview method, through schedules, pantry Reports,
distributors audit, consumer panel etc.
Secondary data: - These are those data, which are not collected afresh and are used earlier also
and thus they cannot be considered as original in character. There are many ways of data
collection of secondary data like publications of the state and central govt., website, journals,
companies reports, reports prepared by researchers, reports of various associations connected
with business, Industries, banks etc. For this project secondary data was taken from company’s
reports and websites.

RESEARCH DESIGN:
1. Type of research: Descriptive research design
2. Sources of data: Primary Data & Secondary Data
3. Primary Data – Questionnaire
4. Secondary Data – Websites
5. Data collection method: Survey Method,Questionnare
6. Survey Instrument: Questionnaire (Closed and Open Ended)
30
7. Method of communication: Collect the data through survey of the employees
in the organization
8. Sample size: 100 Employees
9. Sample unit: Here the researcher has randomly selected the respondents of the
New Delhi.
10. Sampling Design: Convenient sampling (sample collection)

31
 OBJECTIVE OF STUDY:

Target audience:
Positioning Vodafone as fastest network, focusing mainly on urban population.

Primary target audience: greater appeal for Vodafone’s core 18 to 39 age target , mainly techno-
savvy people who consume heavy data by streaming HD movies , online heavy graphic multiuser
games on mobile and laptop.

Secondary target: Business professionals who are mostly travelling and are in need of real time video
conferencing, Video phone calls/video chat sessions with their clients, Doctors who are required to
perform operations in the rural areas but are geographically far located .
(http://www.articlealley.com/article_1280619_45.html)

Special Audience:
Small businesses across Europe are missing out on new business opportunities because they are unable
to respond to enquiries fast enough in a world where customers expect around the clock service,
according to new research from Vodafone. The new ultra fast 4G network would help the SME’s to
respond more efficiently to thier customer thus developing a competetive edge.

Key Message:
Vodafone’s has been projecting the key thought ‘Power to you’ by its global campaigns.

Since the current technological shift is towards “High Definition” high definition video and sound, it’s
the need of the hour to have High definition network as well.

Benefits:
Buffer less streaming of HD contents. Wider network coverage, broadband WIFI tethering anywhere
from the cell phone.

32
Cellular phones will have the capability to stream live videos , while laptops will be able to download a
full-length HD movies in less than five minutes. These are noteworthy possibilities, making certain
daily tasks less tedious, and keeping people entertained whenever, wherever they might be, but
represent the tip of the iceberg with regard to 4G.

Preferred media:
Video advertisements made specially to be shown in Movie theatres would create a differentiation
from other video advertisements.

We need to engage people(youth) in new and surprising ways. Use of New media like social networks
like face book (groups and communities) and twitter (tweets) and Video advertisements on Youtube.
This is a viral marketing technique which would be cost effective and would produce quick results.

Digital print media like billboards and posters.

Media Strategy:
Formulation of media strategies depending on the different country’s socio-economic and political
scenario some of which are as follows:

Vodafone Netherlands Announces its Intention to Acquire Belcompany BV

http://www.vodafone.com/content/index/press/group_press_releases.htm

Data privacy issues in Australia , hence implementation of additional security measures.

http://www.vodafone.com.au/stelprd/groups/webcontent/documents/webcontent/2011-mar-privacy-
com-rept.pdf

Indian Broadband users rose to 11.87 million in March 2011 from 11.47 million in February 2011.

Tone:
As 4G network pertains to very high speed therefore , the tone of the message should be aggressive and
warm thus creating a sense of new transformation.

Call to action:

33
The advertising campaign should stimulate the desire of relying only on mobile network for voice
calling and broadband thus changing the trend of separate broadband and mobile service concept.

Key Performance Indicators:

The effectiveness of the campaign will be measured by the total Return On Investment of the campaign

and/or the Number of leads generated from the start of the campaign.

Creative considerations:
Use of High graphics animation should be used and the video should be shot in Full HD 1080p format
with 16:9 wide aspect ratio.

Should be simple in meaning and can easily be interpreted by people of all ethenic groups and
diversities.

All the advertisements should be made within the guidelines of government bodies of different
countires as every country has different codes for conduct like the “Advertising Standards Council Of
India”( http://www.ascionline.org/),

The Japan Advertising Agencies Association Corporation Code of Ethics

(http://www.jaaa.ne.jp/english/introduction/5.html) , Advertising Standards Bureau of Australia
(http://www.adstandards.com.au/) and the Internet Advertising Bureau of UK
(http://www.iabuk.net/en/1/home.html)

Consideration of PETA thus use No use animals in the advertisements in any form .

Time:

A written proposal and creative is expected within three weeks of the Q&A session which is due to
start by the end of this month. The company has decided to start its new Global campaign by the end of
July 2011.

Budget and time:

34
In 2009 Advertising Age estimated global measured advertising expenditure of $880m, making
Vodafone the world’s #39 advertiser. http://www.adbrands.net/uk/vodafone_uk.htm

Vodafone, the last British member of the big five mobile networks, has been named the most valuable
British brand in 2010, as calculated by Brand Finance. http://www.marketingweek.co.uk/case-study-
vodafone/3016344.article

The draft media strategy and plan attached to the brief indicates the overall media budget. However, as
part of the pitching process, it is up to you (agency) to propose your fees and production costs of the
campaign.

Copyright:

It is unethical to take an idea from any of the previous campaigns done by other agencies for vodafone
and incorporate it into the agency’s proposal without the permission of the originator.

Statement on Security, Confidentiality and Copyright:

The information in this brief is confidential. The agency and other persons working on this project will
be bound by Public Service regulations with respect to confidentiality. All information gathered in
relation to the project is the property of the Vodafone Plc. Your firm is not to disclose any of this
information to any other party. If confidential information is leaked during the process this may be
grounds for exclusion of your agency from consideration for this campaign.

35
 LIMITATION OF STUDY

Certain limitations do creep in a research study due to constraints of the time, money and human
efforts, the present study is also not free from certain limitation, which were unavoidable. Although all
effort were taken to make the result of the work as accurate as possible as survey but the survey have
following constraints.
Here the researcher’s problems are:-
 A number of customers are not satisfied with services, new schemes and offers.

 A number of customers are not satisfied with the network coverage.

 A number of customers are not satisfied with the current call rates of Vodafone.

 A number of customers are not satisfied with the Free SMS schemes.

 A number of customers are not satisfied with the service of customer care of Vodafone.

36
 CHAPTER-4
ANALYSIS AND PRESENTATION

37
 DATA ANALYSIS AND INTERPRETATION

After all the above steps are completed now the important step is data analyzing and interpretation. For
this there are various analytical and statistical tools. Some of these tools are Percentage, Average,
Dispersion, Co-relation, Co-efficient, etc.
Q1) Do you have a mobile phone?

Suggestions Yes No

No. of respondents 93 7

7%

Yes No

93%

Purpose:
The main purpose of this question is to know how many respondents use mobile phone.

Interpretation:

38
 93% of the respondents are have a mobile phone while 7% of the respondents do not have a
mobile phone.

Suggestions Yes No
No. of respondents 95 5
Q2) Are you aware about telecommunications services?
Purpose:
The main purpose behind this question is to know about the awareness of respondents regarding
different telecommunications services and also to know about which telecommunication(operator’s)
service they use.

5%

Interpretation:
95% of the
respondents are
Yes aware about
No

95%

telecommunications services while 5% are not aware.

39
  Which operator’s service do you use?

Operator’s service name No. of respondents

Vodafone 87
Airtel 29
Idea 17
Reliance 21
BSNL 5
Tata Indicom 3

2%
3%

13%

Vodafone
Airtel
10% Idea
Reliance
54% BSNL
Tata Indicom

18%

40
Interpretation:
Major respondents using mobile are enjoying Vodafone services. 16% of the respondents use
Airtel, 6% respondents use Idea while 12%, 4% and 2% respondents use Reliance, BSNL and Tata
Indicom respectively.

Q3) Are you aware about Vodafone?

Purpose:
The purpose behind this question is to know about the awareness of Vodafone among all the
respondents.

awareness
13

yes
no

87

Interpretation:
Here 87% of respondents are aware about Vodafone Services.

41
 Suggestions Yes No

No. of respondents 87 13

Q4) From which source you came to know about Vodafone?

Purpose:
The purpose behind this question is to know from which source the respondents came to know
about Vodafone

Sources No. of respondents

Advertisements 63
Hoardings 52
Newspapers 35
Mouth Publicity 26

42
 15%

36%

Advertisements
20% Hoardings
Newspapers
Mouth Publicity

30%

Interpretation:
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.

Q5) Since how long you are using Vodafone Services?

Purpose:
The purpose behind this question is to know about the usage time of Vodafone customers i.e.
since how long they are using Vodafone services.
Time period No. of respondents
Less than 1 month 12
2-6 months 19
6-12 months 22
More than 1 year 34

43
 14%

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

25%

Interpretation:
Major Respondents using Vodafone are old customers. 39% of the respondents use Vodafone
services from past more than 1 year while the lowest is 14% respondents using Vodafone services less
than 1 month.

Q6) Which of the following services do you use of Vodafone?

Purpose:
The purpose behind this question is to know which services do the Vodafone customer use, Pre-
Paid or Post-Paid.

Services No. of respondents

Pre-Paid 73
Post-paid 14

44
 16%

Pre-paid
Post-paid

84%

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

Q7) Which services are more helpful to you while using Vodafone Services?
Purpose:
The purpose behind this question is to know which services are more helpful to the respondent
while using Vodafone.

Services No. of respondents

Call Rates 27
SMS Rates 48
Network 36
Value Added Services 45 19
 15%
21%

Call Rates
SMS services
Network
28% Value Added services

37%

Interpretation:
Here major Respondents are youngsters so they mainly use SMS services of Vodafone. 37% of
the respondents use Vodafone for SMS services while only 14% of the respondents use Vodafone for
Value Added Services. Suggestions Yes No
No. of 76 11
respondents

Q8) Do you call at customer care?

Purpose:
The purpose of this question is to know how many times and how often the respondents call at
customer care of Vodafone.

46
 13%

Yes
No

87%

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

Q(9)If yes, how often you call at customer care?

Time Period No. of respondents
Daily 5
Once a week 12
Once a month 24
Occasionally 35

47
 7%

16%

Daily
46%
Once a week
Once a month
Occasionally

32%

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

Q10) For what reason you call at customer care?

Purpose:
The main purpose of this question is to know the reason of the respondents regarding calling at
customer care.

Reasons No. of respondents

Value Added Services 21
Information regarding new schemes 23
Complaining 42
Other queries 36 48
 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 while 30%, 19% and 17% of
respondents call customer care for other queries, information regarding new schemes and value added
services respectively.

Q11) Rate the following on the basis of your satisfaction.

Services Excellent Very Good Fairly Good Average Poor
Network 31 29 17 7 3
SMS Rates 6 19 35 24 3
New schemes and 3 14 27 33 10
offers
Customer Care 6 32 29 15 5
Recharge Outlets 12 28 31 14 2

49
 Call Rates 2 20 43 19 3
Value Added 9 24 29 19 6
Services

Services
100%
90%
80%
70%
60%
50% Poor
40% Average
30% Fairly Good
20% Very Good
10% Excellent
0%

Network:
Purpose:
The purpose of this analysis is to know the perspective of the customers of Vodafone regarding
network service.

Service Excellent Very Good Fairly Good Average Poor

Network 31 29 17 7 3

Interpretation:
Here major respondents are satisfy with the network coverage. 36% of the respondents are rate
the Vodafone’s network excellent, 33% rate it very good, 20% rate it farely good while 8% and 3%
rate it average and poor.

SMS Rates:
Purpose:
The purpose of this analysis is to know the perspective of the customers of vodafone regarding
Rates of SMS.
Service Excellen Very Fairl Average Poor
t Good y
Good
SMS 6 19 35 24 3
Rates 50
 SMS Rates
3% 7% Excellent Very Good
Fairly Good Average
28% 22%
Poor
40%

Interpretation:
Here major respondents are not much satisfied with the SMS rates of Vodafone as major
respondents are youngsters. 7% of respondents rate it excellent, 22% rate it very good, 40% rate it
fairly good, 28% rate it average, 3% rate it poor.

New Schemes and Offers:

Purpose:
The main purpose of this analysis is to the respondent’s perspective related to the new schemes
and offers provided by Vodafone.

New schemes and offers

3%
11%
16% Excellent
Very Good
Fairly Good
Average
Poor
38%
31%

Service Excellent Very Good Fairly Good Average Poor

New schemes 3 14 27
51 33 10
and offers
Interpretation:
Here major respondents are not much satisfied with new schemes and offers of Vodafone. 38%
respondents rate new schemes and offers as average, 31% respondents rate it as fairly good, 16% rate it
as very good while 12% and 3% rate it as poor and excellent respectively.

Customer Care:
Purpose:
The main purpose of this analysis is to know about the satisfaction of customer care service
provided by Vodafone to their customers.

Customer Care
6% 7%

17% Excellent
Very Good
Fairly Good
Average
37% Poor

33%

Service Excellent Very Good Fairly Good Average Poor

Customer Care 6 32 29 15 5

Interpretation:
Customer care service of Vodafone is better compared to some of the other services. 37%
respondents rate it as very good, 33% rate it as fairly good, 17% rate it as average, and 6% and 7% rate
it as poor and excellent respectively.

52
Recharge Outlets:
Purpose:
The purpose behind this analysis is to know about the satisfaction of the Vodafone customers
regarding recharge outlets.
Service Excell Very Fairly Aver Po
ent Good Good age or
Recharge 12 28 31 14 2
Outlets

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

36%

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
and 2% respondents rate it as poor.

Call Rates:
Purpose:
The purpose behind this analysis is to know about the perception of vodafone customers regarding
different call rates.
53
 Call Rates
2%
3%

22% 23% Excellent

Very Good
Fairly Good
Average
Poor

49%

Service Excellent Very Good Fairly Averag Poo

Good e r
Call Rates 2 20 43 19 3

Interpretation:
Major percentage of respondents are not happy with the call rates of Vodafone. 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.

Value Added Services: Purpose:

The purpose behind this analysis is to know about the perception of vodafone customers regarding
Value Added Services.

Service Excellent Very Good Fairly Good Average Poor

Value Added 9 24 29 19 6
Services

54
 Value Added Service
7% 10%

Excellent
22% Very Good
Fairly Good
28% Average
Poor

33%

Interpretation:
Value added services of Vodafone are quite feasible as compared to some of the other services.
33% respondents rate it as fairly good, 28% rate it as very good, 22% rate it as average while 10% and
7% rate it as excellent and poor respectively.

55
Q13) Why you are not using Vodafone Services?
Purpose:
The purpose of this question is to know why other respondents do not use Vodafone services.

Reasons No. of
respondents
Lack of 2
awareness
High Prices 6
Poor Services 3 Suggestions Yes No
Poor Network 2
No. of respondents 78 9

15% 15%

Lack of awareness
High Prices
23% Poor services
Poor Network

46%

Interpretation:
6 don’t use Vodafone services because of high prices. 3 respondents don’t use Vodafone
services because of poor services while 2 respondents each don’t use vodafone services because of lack
of awareness and poor network.

56
Q14) Would you like to recommend Vodafone to others?
Purpose:
The purpose of this question is to know the recommendations of the respondents towards
Vodafone, whether they would like to recommend the Vodafone services to others or not.

10%

Yes
No

90%

Interpretation:
90% of the Vodafone customers would like to recommend Vodafone services to others while
10% of the Vodafone Customers won’t recommend to others.

57
CHAPTER-5
FINDINGS

58
 FINDINGS:
 93% of the respondents are have a mobile phone while 7% of the respondents do not have a
mobile phone.
 100% of the respondents are aware about telecommunications services.
 16% of the respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2%
respondents use Reliance, BSNL and Tata Indicom respectively.
 100% of respondents are aware about Vodafone Services.
 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 while the lowest is
14% respondents using Vodafone services less than 1 month.
 84% of the respondents use pre-paid services while only 16% of the respondents use post-paid
services.
 37% of the respondents use Vodafone for SMS services while only 14% of the respondents use
Vodafone for Value Added Services.
 87% of the respondent calls at customer care while 13% respondents do not call at customer
care.
 31% respondents respondents call customer care once a month while 16% and 7% of
respondents call once a week and daily respectively.

59
 Conclusion:

Follwing are the conclusion that the researcher found after the survey.
 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.

60
 SUGGESTIONS:

Following are some of the suggestions given by the researcher so that Vodafone can serve people and
its customers in an improved way:
 Vodafone should decrease call rates for local users.

 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.

61
 APPENDICES

QUESTIONNAIRE:

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 operator’s Service do you use?

o Vodafone

o Airtel

o Idea

o Reliance

o BSNL

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

Q3) Are you aware about Vodafone?

62
 o Yes

o No (If No, then go to Q11 )

Q4) From which source you came to know about Vodafone?

o Advertisement

o Hoardings

o Newspapers

o Mouth Publicity

Q5) 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

Q6) Which of the following services do you use of Vodafone?

o Pre-paid

o Post-paid

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

o Call rates

o SMS service

o Network

o Value Added Services

63
Q8) 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

Q9) For what reason you call at customer care?

o Value added services

o Information regarding new schemes

o Other queries

o Complaining

Q10) Rate the following services on the basis of your satisfaction.

Services Excellent Very Good Fairly good Average Poor

Network
SMS rates
New schemes and offers
Customer Care
Recharge outlets
Call Rates
Value Added Services

Q11) What makes you unaware about Vodafone?

o Less Advertisements

o Less Publicity

64
 o Others

(If others then mention ________________________)

Q12) Why you are not using Vodafone services?

o Lack of awareness (Multi-choice)

o High Prices

o Poor Services

o Poor network

Q13) Would you like to recommend Vodafone to others?

o Yes

o No

Q14) Give your suggestions to help in serve you better.

__________________________________________________________________________________

__________________________________________________________________________________

____________________________________________________

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 BIBLIOGRAPHY

Books:

1-.Beri.G C, 2010, Marketing Research, Tata MC Graw Hill Education PVT. LTD, ISBN- 13; 978-0-
07-062022-3
2- Kotler.Philip,2013,Principle Of Marketing, Arrangement with Person Education Inc. and Dorling
Kindersley Publishing Inc. , ISBN- 978-81-317-1547-5
3- Krishnamoorthy.R, 2011, Introduction to Rural Marketing, Himalaya Publishing house PVT.LTD.
ISBN- 978-93-5024-787-7
4. Hartmam.Laura P, 2013, Perspectives in Business Ethics, ISBN- 13; 978-0-07-062011-13
Websites:
 http://www.vodafone.com/start/media_relations/news/local_press_releases/portugal/portuga
l_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%202013.pdf
 www.anacom.pt/render.jsp?contentId=606658
 www.iimcal.ac.in/community/consclub/reports/telecom.pdf

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