Voddddd 091016142250-phpapp02
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Voddddd 091016142250-phpapp02 Voddddd 091016142250-phpapp02 Presentation Transcript

  • 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
  • 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
    • Mobile etiquette
    • Saturation point
    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,"
  • BIBILOGRAPHY
    • ECONOMIC TIMES
    • FT.COM
    • WIKIPEDIA
    • FORBES