Vodafone Marketing PPT

What is Service Company and How it is Marketed? Three Components to market Service Company 1. People 2. Physical Evidence 3. Process

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.

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.

VODAFONE TAKEOVER Takes over Vodafone(Briton) A Foreign company

67%

Hutchison Essor Indian Company

HTIL(Whampoa group of Li-Ka Shing. Hong Kong A foreign company

Essor group Asim Ghosh-12% A.Singh and other companies (Minority)

Products • • • • • • •

Prepaid Postpaid I-Phone 3G Magic box Handset World Calling Cards Gulf Calling Cards Vodafone PCO

Services • • • • • • • •

Entertainment and Lifestyle Downloads Mail and Messaging Call Management Services M shop Alerts Social Networking 3G service

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 • It offers various pricing structures to suit different customer groups.

• Monthly price plans are available as well as prepay options. • Vodafone UK gives NECTAR reward points.

Promotion

• ABOVE THE LINE PROMOTION

• BELOW THE LINE PROMOTION

STPD Analysis Segmentation : income • • • • •

Age Service usage Life of service Geographical condition Nature of customer • Institutional • Sole

Targeting . • Home calling cards for the family of those professionals who used to work abroad. • Rs. 10 recharge for small users. • Cheap SMS facilities for youth. • Facilities for circle users

Positioning : • -”Where you go network follows you.” • network & services • Innovative distribution

• Customer service

Differentiation Viral Marketing/Buzz Marketing – Birth of Zoo zoo Value Add services

Market Development

Continuous Improvement

Differentiation Differentiation

SAP Technology

Cost Advantage

BRANDING • Brand image

• Vodafone and Beckham

• ZooZoos

• Average revenue

• Recall

PRODUCT LIFE CYCLE • Introduction stage • Growth stage • Maturity stage • Decline stage

Market Strategy of Vodafone 1.Product –led 2.Provide Value Added Services OBJECTIVES •

obtain new customers

•

keep the customers it already has

•

introduce new technologies and services (eg text messaging, WAP)

•

continue to develop the Vodafone brand.

Competitors in Market

What factors, influence you to choose Vodafone service? Customer care 4% Service 20%

Brand name 10%

Network 66%

Which payment scheme are you using? Post-Paid 24%

Pre-Paid 76%

If the company stops giving offers/schemes, would you switch to other service provider?

No, 20%

Yes, 80%

Do you use Vodafone handset? magic box service 14%

i-Phone Blackberry 3% 3%

No 80%

The Vodafone customer care services are very helpful. strongly disagree 0% neither agree nor disagree 10%

disagree 17%

Strongly agree 17%

agree 56%

Have you ever felt that you have cheated or dissatisfied by any of the following services? Other 4% Network congestion 30%

Call drop 33%

Value add 33%

Would you like to change your service as per the latest number portability system?

Yes 33%

No 67%

Rate the overall Vodafone service on scale. Very bad Bad 0% 3%

Excellent 37%

Good 20%

Very good 40%