GOOD EVENING

TELECOM SECTOR

TELECOM SECTOR
Important tool for socio-economic development for a nation. One of the prime support services needed for rapid growth and modernization of various sectors of the economy. Indian telecom sector witnessed a complete transformation in

the last decade.

Indian telecom sector is the third largest in the world. The sector is growing at a speed of 45% during the recent years.

To enrich our customers lives through

power of mobile communication

FOUNDER

FOUNDER

HISTORY
The evolution of 'Vodafone' brand starts in 1982 with the establishment of 'Racal Strategic Radio Ltd.

The name was derived from the newly found companys goal of establishing both voice (VO) and data (DA) services over a mobile network
Vodafone was launched on 1 January 1985. Racal Strategic Radio was renamed Racal Telecommunications Group Limited in 1985.

On 29 December 1986, Racal Electronics bought out the minority shareholders of Vodafone for GB110 million.

C0NTD..
Vodafone entered India in December 2005 Acquired 10 % stake in Bharti Ventures Limited (Bharti Airtel) Successfully rebranded 'Hutch' as 'Vodafone in 2007.

Rebranding included Change is good... Baseline - Hutch is now Vodafone.

INTRO
Vodafone is a mobile network operator with its headquarters in Newbury, Berkshire, England and UK. It is the largest mobile telecommunication network company in the world by turnover and has a market value of 71.2 billion (Nov 2009).

Vodafone currently has operation in 31 countries and partner network in a further 40 countries.

 Pink is now red as Hutch is Vodafone in India from September 21, 2007, officially announced in Mumbai.

MISSION
Capturing the potential of mobile to bring socioeconomic development. Delivering progress against stakeholder expectations Ensuring that their operating standards are of a consistent and appropriate level across the Group

VISION

To be one of the most trusted companies in the markets Operate and to ensure that their customers are satisfied with their service and in control of how they use it.

BELIEFS & VALUES

BELIEFS and VALUES

Passion for customers Passion for their people Passion for results

Passion for the world around them

OBJECTIVES

 To keep in tack the existing customers

Increase diffusion of new data services Bring in new technologies Keep on giving the best quality and improvements in development of Vodafone Try to get hold of more customers

 Total number of Vodafone Subscribers :

14,15,19,840 i.e. 23.63% of total 59,87,79,674 indian mobile phone users

MARKET SEGMENTATION VARIABLES

Geographic Demographic

Market Segmentation Variables

Psychographic Behavioural

SEGMENTATION
Service usage
Age

Nature of customer
Life of the service

SERVICE USAGE
Vodafone segments its target consumers /users by the

kind of service they are looking for.

They offer a variety of VAS and some users

use Vodafone for these services.

AGE
Vodafone segments its end users by segmenting them into youth and adults.

It further categorizes these as:

college going students those that have just entered the corporate world older adults

NATURE OF CUSTOMER-CORPORATE OR INDIVIDUAL

Vodafone segments its consumers by the nature of the customer,

whether they are individual / sole users or whether they work in corporate and are looking to get a corporate connection

LIFE OF THE SERVICE

Vodafone segments its target consumers by the life of service they expect to sign up for.

Some users want to sign up for a life time card which could be post paid or pre paid card.

Some users want a card that has a validity date attached to

it.

They offer differentiated services to each segments.

TARGETING
Vodafone is adopting a multi segment approach. They are offering a series of differentiated products to their respective markets. Home calling cards for the family of those professionals who use to work abroad. Rs. 10 recharge for small users.

Cheap SMS Facility for youths

Facilities for circle users

POSITIONING

POSITIONING
Wherever you go the network follows you Hutch as a brand always tried to connect with consumers in a simple, honest and real manner, while Vodafone is a more young and fun brand. So consumers will see a shift reflecting a more vibrant brand promotions. They are talking about exclusively of the network and the services they are offering to the consumers.

MARKETING MIX

7Ps OF VODAFONE
PRODUCT

PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE

PRODUCT / SERVICES
It offers 4 types of services: Prepaid service

Postpaid service
Internet services Online services

SERVICES OFFERED
Caller tunes Number portability Ringtones Themes wallpapers Full songs download SMS tones 3D wallpaper Logo and picture message Video tones Astrology Etc

ADDITIONAL FEATURES PROVIDED INCLUDE :

Chat Play games Send and receive pictures Change ring tones Receive information about travel and sporting events Obtain billing information Viewing video clips and Send video messages.

PRICE
Vodafone 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 online

A number of schemes are being introduced from time to time to match the customer needs, like unlimited free msg card, 1paisa per second call rates.
The top ups are available from Rs.10.

 SMS value packs targeted at the youth segment to features like Apne minutes, bonus cards and longer validity schemes at a similar pricing but targeted at the lower income segment Magic hand boxes are made available from prices as low as Rs.1199 to Rs.9999.

PLACE
Host of over 40,00,001 stores Located across 23 telecom circles in the country. Stores have special offers, and

Various point of sale posters in order to attract its customers.

PROMOTIONS
Focus on advertising campaigns like : The Pug Zoo Zoos and The Parrot ABOVE THE LINE strategies : Advertising on TV, Billboards Magazines

BELOW THE LINE strategies : Special offers, Promotions Point of sale posters

EXTENDED MARKETING MIX

PEOPLE

PROCESS

The extended marketing mix

PHYSICAL EVIDENCE

PEOPLE
Employee database of around 10,115 in the financial year 2010 Fun is incorporated in the work life of employees of Vodafone. Empowerment and career development go simultaneously with all opportunities in Vodafone. Received many awards such as
The Best Mobile Service in India Most Effective and Most Creative Advertiser of the Year Most Respected Telecom Company.

PROCESSES
Visit your nearest Vodafone Store or Vodafone Mini Store

Fill up a Prepaid enrolment form

Get your documents ready

Submit them at your nearest Vodafone Store or Vodafone Mini Store

Choose your Tariff plan Start talking !!!

PHYSICAL EVIDENCE
Physical Evidence is the element which allows the consumer again to make judgments on the organization. The most important physical evidence Vodafone is its existing customer base. of for the

The Vodafone subscriber bases in the cities of India are:

City
Kolkata Mumbai Delhi Chennai

No. of customers
16,32,875 29,89,970 30,02,442 9,81,996

STRATEGIES

Long term

Short term

Advertisements Brand Ambassador

Gift Vouchers Festival Offer

VODAFONE ADS

S W O T ANALISYS

STRENGTH
Diversified geographical portfolio with strong mobile telecommunications operations in Europe, the Middle East, Africa, Asia Pacific and to some extent the US

Network infrastructure
Leading presence in emerging markets such as India

WEAKNESS
Negative return on assets underperform key competitors like AT&T, BT Group, Deutsche Telecom. US business not nearly as strong as European/rest of the world operations No Network in Rural Areas and Weak in fixed network

OPPURTUNITIES
Improve accessibility to wide range of customers Research and development of new mobile technologies

Majority stake in Hutchison Essar in India

Good Tariff packages

THREATS
Highly competitive market Still lags behind major competitors. Extremely high penetration rates in key European markets.

European Union regulation on crossborder cell phone usage by customers

NEW FOCUS AREAS

Vodafones priorities for the next few years are :
Strengthening presence in 7 CIRCLES ( circles where Vodafone began operations just three years ago).

Growing the ENTERPRISE BUSINESS Building up the data BUSINESS.

A Centre of excellence has been set up in BENGALURU, which continuously monitors potential areas where people could be using data on mobile.

I LOST MY STAR VALUE

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