The company was founded in 1982 as a joint venture and was named Vodafone, deriving from its goal of providing voice and data services over mobile networks. It is now one of the largest mobile operators globally in terms of customers. Vodafone Essar was formed through the acquisition of Hutchison Essar by Vodafone in 2007. It offers both prepaid and postpaid cellular service across India under the Vodafone brand. Vodafone's strategy involves targeting different customer segments through a variety of products and pricing plans. It positions itself as providing a network that allows customers to stay connected wherever they are.

2. EstablishmentThe 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 conversationIn terms of customers, therefore, only China Mobile is larger.

3. Hutchison EssarEstablished - 1994 an Essar group and Hutchison Whampoa undertaking, acquiring the cellular mobile licence for Mumbai has a nationwide market share of 16.4pcthe fourth-largest Indian operator.'Most Respected Telecom Company‘'Best Mobile Service in the country' 'Most Creative and Most Effective Advertiser of the Year'.

4. Vodafone EssarVodafone 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.

5. 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.

6. VODAFONE TAKEOVERVodafone(Briton)A Foreign companyHTIL(Whampoa group of Li-Ka Shing.Hong KongA foreign companyTakes over67%Essor groupHutchison EssorIndian CompanyAsim Ghosh-12%A.Singh and other companies(Minority)

7. CEO sAsimGhosh61, 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 Pieterswas 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.

8. ServicesTunes & DownloadsEntertainmentDevotionalSportsNews & UpdatesCall Management ServicesFinanceTravelMail, messaging & moreDial in ServicesBill Info

9. ProductsPrepaidPostpaidI-Phone 3GMagic box HandsetWorld Calling CardsGulf Calling CardsVodafone PCOVodafone Handyphone

10. PEST Analysis : A Environmental ScanningPolitical : Governmental and legal issues affecting how the company operatesRegulationInfrastructureBanning of phone use in certain circumstancesHealth issues

11. Economic : Factors affecting the purchasing power of the customers and the company’s cost of capitalCost of 3G licenseCost of calls being driven downWorldwide recessionThird world countriesSocial :Demographic and cultural aspects of environment which influence customer need and market size Health issues

12. Demographic

13. Social trends Picture phone

14. Mobile etiquette

15. Saturation point Technological : 3GUMTS(2.5G)GPRS/WAPSMS / MMS

16. STP AnalysisSegmentation : incomeAgeService usageLife of serviceGeographical conditionNature of customer InstitutionalSole

17. TargetingVodafone 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 youthFacilities for circle users.

18. 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.

19. Market Strategy of VodafoneOur 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?

20. Commercial Strategy of VodafoneRebranding -Stores -Mass media coverageInnovative distribution to reach the customer -Exclusive shops -Hub and spoke -Associate distributionsCustomer service -Shops and call centers -Vans -Help desks

21. 4 PsProduct: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.

22. 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 theright product and to explain the different options available.

23. 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.

24. PrmotionVodafone works with icons such as Zoozoos & Pug to communicate its brandvalues.Above the lineAdvertising 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 lineStores 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.

25. Competitors in Market

26. Competitive Analysis (Positioning StrategyAirtel 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.

27. 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 statusUp market professionals

28. Evaluation (SWOT Analysis)

29. The Vodafone main principles:Vision for the futureInterest in the customerStaff orientatedResults driven

30. 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.

31. 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.

32. Marketing Research Analysis Cont’d…