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 In terms of customers, therefore, only China Mobile is larger.
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 GSMcellular 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 Vodafone(Briton) A Foreign company HTIL(Whampoa group of Li-Ka Shing.Hong Kong A foreign company Takes over 67% Essor group Hutchison Essor Indian Company Asim Ghosh-12% A.Singh and other companies (Minority)
CEO s AsimGhosh 61, will retire after leading the company for 10 years. He will continue as a non-executive member on the board of Vodafone Essar, the company said. Ghosh was managing director of Hutchison Max Telecom Pvt. Ltd, an operating company of Hutchison Telecommunications International Ltd, since 1998. Marten Pieters was earlier chief executive of Celtel International BV, a mobile-phone operator in several African countries, and currently a director on the board of Luxembourg-based Millicom International Cellular SA.
Services Tunes & Downloads Entertainment Devotional Sports News & Updates Call Management Services Finance Travel Mail, messaging & more Dial in Services Bill Info
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
Technological : 3G UMTS(2.5G) GPRS/WAP SMS / MMS
STP Analysis Segmentation : income 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.
Market Strategy of Vodafone Our strategic objective is - Innovate and deliver on customer’s total communications needs. Vodafone too, needed to educate consumers about cellular telephony:- -Can I call std? -Can I use my phone in a lift? -what is airtime?
Commercial Strategy of Vodafone Rebranding -Stores -Mass media coverage Innovative distribution to reach the customer -Exclusive shops -Hub and spoke -Associate distributions Customer service -Shops and call centers -Vans -Help desks
4 Ps Product: A product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information and soon view video clips and send video messages.
Vodafone live! provides on-the-move information services.
Place: Vodafone UK operates over 300 of its own stores. It also sells through independent retailers e.g. Carphone Warehouse. Customers are able to see and handle products they are considering buying. People are on hand to ensure customers’ needs are matched with the right product and to explain the different options available.
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.
Prmotion Vodafone works with icons such as Zoozoos & Pug to communicate its brandvalues. Above the line Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion. Below the line Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy. Vodafone's stores, its products and its staff all project the brand image. Vodafone actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas.
Competitors in Market
Competitive Analysis (Positioning Strategy Airtel is focused on functionally and efficiency. Airtel choose to use music, which is not nearly as effective. Vodafone has veered towards warmth and emotions. Vodafone used the powerful visual imagery of a dog.
Competitive Analysis (Target Audience) They are targeting middle class person as their target audience. It can be justified by their product like chota recharge. A group or class of persons enjoying superior intellectual or social or economic status Up market professionals
Evaluation (SWOT Analysis)
The Vodafone main principles: Vision for the future Interest in the customer Staff orientated Results driven
Interest in the customer: Vodafone customers have chosen to trust the group. In return, Vodafone must understand their needs and delight them with the services provided. Vodafone values customers above everything else and aspires to make their lives richer, more fulfilled and more connected. Vodafone must always listen and respond to each of its customers. Vodafone will deliver greater quality and more value, faster than anyone else.
Staff orientated: Outstanding people working together make Vodafone exceptionally successful. Vodafone seek to attract, develop, and reward outstanding individuals. Vodafone staff enjoy what they do. Vodafone believe in the power of its teams. Results driven: Vodafone is action-oriented and driven by a desire to be the best. Vodafone is committed to be the best in all they do. Vodafone staff play their part in delivering results. Vodafone seek speed, flexibility and efficiency in all that it does.
Marketing Research Analysis Cont’d…
Marketing Research Analysis
Future Trends Convergence of technologies & the ability of private players to offer it to the market faster than the incumbent operator. “The telecom industry in 2012 will be very different from the one we know today. Developing strong partnership skills, focusing on customer user groups, embracing Internet services and starting to talk the language of Web 2.0 will enable the carriers to thrive well into the future,"