The document discusses the history and operations of Vodafone in India. It was established in 1994 as a joint venture. Over time, it acquired other operators like Hutchison Essar to become one of the largest mobile operators in India, offering both prepaid and postpaid plans. The summary analyzes Vodafone's market strategies around segmentation, targeting, positioning, and its strengths and weaknesses.

1. 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) service over mobile telephone
network
• Speech mark logo, suggestion and conversation

2. Hutchison Essar
• Establsihed-1994
• An Essar group & Hutchison agreement
• Acquiring cellular mobile license
• Has national wide market share
• The second largest Indian operator
• Most Respected Telecom company
• Best Mobile service in the country
• Most Creative & Most Effective Advertisement

3. 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 & postpaid GSM cellular
phone coverage throughout india with good
presence in the metros

4. Vodafone take over

5. Products
Prepaid
Postpaid
3G service
Magic Box Handset
World Calling cards
Vodafone Handyhone

6. PEST Analysis : A Environmental Scanning
• Political
• Governmental & Legal issues affecting how the
company operates:-
• Regulation
• Infrastructure
• Banning of phone use in certain circumstances
• Health Issues

7. • Economic
• Factors affecting the purchasing power of the
customer & the company’s cost of capital
• Cost of 3G license
• Cost of calls being driven down
• Worldwide recession

8. • Social
• Demographic & cultural aspect of environment
which influence customer need & market size
• Health issues
• Demographic
• Social Trends
• Picture Phone

9. • Technology
• 3G
• GPRS/WAP
• SMS/MMS

10. STP Analysis
• Segmentation
• Income
• Age
• Service Usage
• Life of service
• Geographical Condition
• Nature Of customer
• Institutional
• Individual

11. Targeting
• Vodafone is adopting multi-segment approach
• They are offering series of differentiated
product to their respective market
• Home calling cards for the families of those
professional who use to work abroad
• Rs. 10 recharge (CHOTA RECHARGE) for small
users
• Credit recharge
• Cheap sms facility for youth
• Facilities for young groups

12. Positioning
• Where you go network follows you
• Hutch as a brand, always tried to connect
consume in simple, honest & real manner, while
vodafone is more young & fun brand. Consumer
will see a shift reflecting a more vibrant brand
• The ‘Pug’ & the actor Irfan khan, ZooZoo will
be retained for the brand position
• They are talking about the exclusivity of the
network & the service they offering to the
coustmer

13. Vodafone Market Strategy
• Our strategic objective is,
• -Innovate and deliver on customer’s total
communication 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?

14. Commercial Market Strategy
• Rebranding
• -Stores
• -Mass Media Usage
• Innovative distribution to reach the customer
• -Exclusive shops
• -Hub & Spoke
• -Association distribution
• Customer Service
• -Shops & Call Centre
• -Vans
• Help Desk

15. Swot Analysis of Vodafone
Strength
Weakness
-Leading mobile
-Customer un-
company in India
satisfaction
-Globally
renowned name
Opportunities Threat
-Diversification -Threat of Legal
into other areas action by workers

17. Vodafone Sucsess
• Vodafone customer have chosen to trust the group
• Vodafone must understand their needs & delight
them with there services
• Vodafone values the customer above everything
else aspires to make their lives richer, more
fulfilled & connected
• Vodafone always listen & respond to each of its
customers
• Delivering the great quality & more value, faster
than any1 else