Presented By :

Jaspreet Ghuman (17)

 Establishment
The company was founded in 1982 as a joint venture .

the name was derived from the newly-found

company's goal of establishing both voice (VO) and
data (DA) services over a mobile telephone network.

Speechmark logo, suggesting conversation

 Hutchison Essar
Established - 1994
an Essar group and Hutchison Whampoa
undertaking,
acquiring the cellular mobile licence for Mumbai
has a nationwide market share of 16.4pc
the fourth-largest Indian operator.
'Most Respected Telecom Company‘
'Best Mobile Service in the country'
'Most Creative and Most Effective Advertiser of the
Year'.
 Vodafone Essar
Vodafone Essar, previously Hutchison Essar
is a cellular operator in India that covers 23
telecom circles in India.
Despite the official name being Vodafone Essar,
its products are simply branded Vodafone.
It offers both prepaid and postpaid GSM
cellular phone coverage throughout India with
good presence in the metros.
Sashi and Ravi Ruia, the Indian brothers behind the Essar
conglomerate.
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,
Projects.
Essar employs more than 50,000 people across offices in
Asia, Africa, Europe and the Americas.
 VODAFONE TAKEOVER

Takes over HTIL(Whampoa group

Vodafone(Britain) of Li-Ka Shing.
A Foreign company Hong Kong
A foreign company

67%
Essor group

Asim Ghosh-12%
Hutchison A.Singh and other companies
Essor (Minority)
Indian
Company
 Services
• Tunes & Downloads
• Entertainment
• Devotional
• Sports
• News & Updates
• Call Management Services
• Finance
• Travel
• Mail, messaging & more
• Dial in Services
• Bill Info
 Products
• Prepaid
• Postpaid
• I-Phone 3G
• Magic box Handset
• World Calling Cards
• Gulf Calling Cards
• Vodafone PCO
• Vodafone Handyphone
PEST Analysis : A Environmental Scanning

Political :
• Governmental and legal issues affecting how the
company operates
» Regulation

»Infrastructure
»Banning of phone use in certain
circumstances
»Health issues
Economic :
Factors affecting the purchasing power of the
customers and the company’s cost of capital
» Cost of 3G license
» Cost of calls being driven down
» Worldwide recession
» Third world countries
Social :
Demographic and cultural aspects of environment
which influence customer need and market size
• Health issues
• Demographic
• Social trends
 • Picture phone
• Saturation point

Technological :
» 3G
» UMTS(2.5G) (Universal Mobile Telecom
systems)
» GPRS (General Packet Radio Service)
» SMS / MMS
 STP Analysis
Segmentation :
• Age
• Service usage
• Life of service
• Geographical condition
• Nature of customer
• Institutional
• Sole
Targeting
• Vodafone is adopting multi-segment
approach .they are offering a series of
differentiated products to their respective
markets.
• Home calling cards for the families of those
professional who use to work abroad.
• Rs. 10 recharge for small user.
• Cheap SMS facility for youth
• Facilities for circle users.
Positioning :
• “where you go the network follows you “
• Hutch , as a brand, always tried to connect with
consumers in simple, honest and real manner,
while vodafone is more young and fun brand. So
consumer will see a shift reflecting a more vibrant
brand.
• The “pug” and actor Irfan Khan will be retained for
the brand position.
• They are talking about the exclusivity of the
network and the service they are offering to the
customer.
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.
• Vodafone UK gives NECTAR reward points for
every £1 spent on calls, text messages, picture
messages and ring tones.
Competitors in Market
 Competitive Analysis (Positioning Strategy

• Vodafone has veered • Airtel is focused on

towards warmth and functionally and efficiency.
emotions. • Airtel choose to use music,
• Vodafone used the powerful which is not nearly as
visual imagery of a dog. effective.
 Competitive Analysis (Target Audience)

• They are targeting •A group or class of persons

middle class person as enjoying superior intellectual
their target audience. or social or economic status
• It can be justified by
their product like chota •Up market
recharge. professionals
 Evaluation (SWOT Analysis)
Strengths
•Leading mobile company in
the UK.
•Globally renowned name
Opportunities
•Takeover of O2 or T-Mobile
•Diversification into new areas
Weaknesses
•Takeover of O2 or T-Mobile
•Diversification into new
areas
Threats
•Threat of legal action by
workers.
•Obvious threat from other
mobile tariffs e.g. Virgin
Thank you