“Marketing Plan for Vodafone“

SUBMITTED BY:
Priyanka Sardey (100)
Div: B
MMS 1st year

UNDER GUIDANCE OF
Prof. Shilpa

DEPARTMENT OF

MASTERS IN MANAGEMENT STUDIES

AUDYOGIK SHIKSHAN MANDAL’S INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES
 Contents

• Preface

• Messages

• Introduction

• Mission Statement

• S.W.O.T Analysis

• About the Survey

• Survey Analysis

• Market Segmentation

• Targeting

• Positioning

• Pricing

• Advertisement

• Placement

• Conclusion

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INTRODUCTION
.
Vodafone is the world's largest mobile telecommunications community,
employing over 65,000 staff and with over 130 million customers. The
business operates in 26 countries worldwide. Vodafone is a public
limited company with listings on the London and New York stock
exchanges.

Global recognition of the Vodafone brand is growing as the company

rolls out its identity into new markets. However, it retains local names
and imagery in markets where this is essential to maintaining the trust
of customers.

To help promote its image worldwide, Vodafone uses leading sports

stars from high profile global sports, including David Beckham and
Michael Schumacher. This Case Study concentrates on how such
promotion can help to keep a leading brand at the forefront of public
awareness

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 This is my honor to speak here for the product which was like a dream
at the beginning and especially in such a big market of India, infact, I
should say in such a big and saturated market of India. Our one of the
main task was to find the space for such product in the highly
saturated market of India.

For that reason our team decided to work on few steps which were
basically to get the feed back from the market as fallow.

Basically our objectives were to find out the behaviors of the

consumers or the customers towards the product available in the
market that either consumer or the customer is after the

• Quality of the product.

• or after the price of the product.
• or after the good presentation of the product which
includes the servicing.
• or if the consumer is after or comes for particular product
and why, either because of effective advertisement on the media like
television or news papers or other means of advertisement.

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Mission Statement

“We will be the communications leader in

an increasingly connected world”
Vodafone Group Plc is the world's leading mobile telecommunications
company, with a significant presence in Europe, the Middle East, Africa,
Asia Pacific and the United States through the Company's subsidiary
undertakings, joint ventures, associated undertakings and
investments.

The Group's mobile subsidiaries operate under the brand name

'Vodafone'. In the United States the Group's associated undertaking
operates as Verizon Wireless. During the last two financial years, the
Group has also entered into arrangements with network operators in
countries where the Group does not hold an equity stake. Under the
terms of these Partner Network Agreements, the Group and its partner
networks co-operate in the development and marketing of global
services under dual brand logos.

At 31 December 2008, based on the registered customers of mobile

telecommunications ventures in which it had ownership interests at

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that date, the Group had 289 million customers, excluding paging
customers, calculated on a proportionate basis in accordance with the
Company's percentage interest in these ventures.

The Company's ordinary shares are listed on the London Stock

Exchange and the Company's American Depositary Shares ('ADSs') are
listed on the New York Stock Exchange. The Company had a total
market capitalisation of approximately £74 billion at 31 December
2008.

Vodafone Group Plc is a public limited company incorporated in

England under registered number 1833679. Its registered office is
Vodafone House, The Connection, Newbury, Berkshire, RG14 2FN,
England.

SWOT

STRENGTHS: Vodafone has its brand image and its ranking is 2nd in
world. so here one thing is conform that Vodafone has good network
and outstanding services that’s why its users are most after china
mobiles. At gave some special packages to attract customers. It can
offer international roaming facility more than any network in India.
Financially Vodafone is strong and is able to invest heavy amount in
India.

WEAKNESS : It has to take license from PTA and act according to

rules of India due to which it may not give it’s special services like
3G,vedio calling and call to someone by hiding your phone number.

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OPPORTUNITIES: Vodafone can capture Asian market if it can grow in
India ,55% of population of India is young and mobile phones are most
commonly used by young ones. Demographs of India tell us that in this
company Vodafone can earn heavy amount of revenue.
Total mobile users in India is 89.9 million and the population of
the country is 1.15 billion. So there is space for market penetration . If
Vodafone offers some special packages for limited time then customer
of other networks may switch. Vodafone have better technology so it
can capture the customers of the other networks as well. With India
Vodafone can capture Asia as well because of population or
demographs of India.

THREATS: The current recession in market is not good for any kind of
business including telecommunication. Five cellular companies are
already working in India. The situation in India is not good specially
political and peace. There are a lot of uncertainties in the country.

About The Survey

The survey we made was important for the project to show us a right
path towards the launching of our product VODAFONE.

Survey Analysis

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This survey was done in several areas of Mumbai like Andheri, Bandra,
Ghatkopar and many more.

 52% people said that they normally go for the network covearge of
company
 According to 18% of the people they do want network coverage but
they prefer or would like low price rate than other
 only 5% peoples were for only good presentation
 and the remaining 25% people voted for international brand
VODAFONE

Trends
• The population of India is 1.15 billion
• 89% of population take as new brand
• 70% of population make use about 500 sms a day
• 50% of the population about 4 hours call in a day
• 65% of the population are regular user for making call and
sms

Customer Satisfaction Survey - listening to customers' needs

As part of our ongoing commitment to delivering exceptional service

and support, we recently surveyed a number of our Global Enterprise
customers. The analysis of these results identified some key areas
where Global Enterprise can develop solutions and provide greater
benefits and support to our customers.
Pricing

Globally consistent pricing is crucial for any global business in order to

manage its communications spend more effectively. We have launched
a new voice roaming tariff that can be used for both domestic and
international voice usage, across 5 European markets and are
currently working on extending this footprint. For data, we have
developed a roaming package that is simple, predictable, capped and
available across 10 European markets

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We are working on an improved monthly roaming tariff for mobile
datacards plus a Friends and Family tariff, which we plan to announce
later this year.
Contracts & commercial terms

In addition to shortening and simplifying our contracting process, our

legal and commercial teams have continued to grow in order to
provide even greater support for customers. Our Master Services
Agreement has been expanded to cover new countries, increasing the
footprint available under this contract.
Global Footprint & Communications

We continue to identify opportunities for expansion of the Vodafone

footprint, as well as increasing our engagement with our partners
across the globe. We have appointed a number of Regional
Engagement Managers who are responsible for ensuring that the
needs of Vodafone Global Enterprise customers are prioritised within
Vodafone affiliates and partners.

We are also building an agency management capability specifically for

Vodafone Global Enterprise customers to ensure that you have a
consistent approach to managing mobility worldwide

A number of Customer Forum events are being planned for the coming
year. These will provide an ideal opportunity to interact with other
global businesses and ensure that you’re kept up to date with the
latest product and service information from Global Enterprise.
Global Solutions

We have increased our portfolio of global solutions with consistent

products across key markets, such as Vodafone Applications Service
which enables you to access critical applications from any smart
device. We continue to build our managed service capabilities,
specifically for reporting, security and device management. This year
will see the launch of Spend Manager, providing a web based reporting
tool for our customers to keep control of spend and profiles across
multiple countries.

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 Service Implementation

We understand that the speed of implementing any new solution is

critical for our customers and we continue to build a world class service
and programme management team to provide even greater support in
this area. We have adopted MSP and Prince 2 as our project and
programme management methodology and introduced direct reporting
lines between our national service teams and Vodafone Global
Enterprise to ensure greater control of end-to-end implementation.

We continue to further develop our professional managed services

capabilities to reduce the complexity and cost of managing your global
communications. Your Global Service Manager will be able to give you
more information on how we can help your business.
Customer Satisfaction Survey

In the next survey in March 2008, we will invite all of our Global
Enterprise accounts to take part to build a complete picture of our
customers’ views. We will continue to monitor our performance and
ensure that we are continuously improving the service that we provide.

If you would like more formation about the survey process, please
contact your Global Account Manager or Global Service Manager for
further details.

Market Segmentation
After gathering all this data our objective was to segment the market
or market targeting. We tried to follow the theory of the segmentation
which says that, to be useful, market segments must be:

• Measurable: The size, purchasing power, and profiles of the

segments can be measured. Certain segmentation variables are
difficult to measure. Like for our product 89% of the population of
Mumbai takes tea and more than 70% of the population takes tea

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 more than one time daily and in that 70% more than 50% of the
population takes tea more than one time to four times a day. And the
population of Mumbai is more than 10 million and according to the
report 8.9million people are the customers for the tea. And 70% means
7 million are the potential customers of this product.

• Accessible: The market segments can be effectively

reached and served. Like our advertisement team was working very
hard to capture or dominate the mass marketing strategy we adopted,
in the same manner we did make sure that our distribution channels
are capable enough to provide the service to the consumer by making
sure that the availability of the product is certain.

• Substantial: The market is large or profitable enough to

serve. A segment should be the largest possible homogenous group
worth pursuing with a tailored marketing program. It would not pay like
our product Unique, was for everyone and there was no restriction of
anything in the usage.

So for such a saturated market to get a break through we tried our

UNIQUE in a unique manner and started mass marketing. and in that
we decided to produce 50,000 honorary pack of our unique tea and
handed to a departmental chain store’s w and our unique tea sachets
we given to the customers free of charge spending only 30/= and in
the same way we distributed the sachets in the public places like
some shopping malls like Inorbit, Infinity, Hub and in the peak hours
we distributed them at traffic signals free of charge so as to get a noise
level in the city , which was one of our main objective in the beginning
and this cost us approx 0.4 million Indian Rupee so we adopted mass
marketing rather than niche marketing.

Actually we tried to take advantage over the competitors available in

the market who are basically doing segmented marketing or niche
marketing.

The other segmentation strategies are as follows:

GEOGRAPHIC

Country India
City Mumbai, Delhi, Chennai,
Hyderabad and
Many more…….
Density Highly populated
Climate for every climate

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 DEMOGRAPHIC

Age above 16
Gender both
Family 1 - 2, 5+….
Income all
Occupation all
Religion all
Nationality all

PSYCHOGRAPHIC

Social Class lower, middle, upper (all

classes)
Life Style Regular

BEHAVIORAL

Occupation Regular
Benefits Communication
Usage Rate Strong
Loyalty Regular
Readiness Aware informed
Attitude Positive

Targeting
Targeting the segments is to evaluate the market segments these
segments are we think best for our marketing of Tea.

GEOGRAPHIC

Country India
City Mumbai
Density Highly populated
Climate for every climate

DEMOGRAPHIC

Age above 16
Gender both

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 Family 1 - 2, 5+….
Income all
Occupation all
Religion all
Nationality all

Product Positioning
After selecting the segment we had a big task of position our product
in the customers mind. As we know that a product’s position is the way
the product is defined by the consumer on the important attributes,
the place a product occupies in the consumers mind relative to the
competing products. Positioning involves implanting the brands unique
benefits and differentiation in customers mind. As we tried to position
our product as the strongest communication services in the market by
comparative advertisement on the media and as I mentioned earlier
that we have already tried to get an effective noise level in the
consumer surroundings before starting our media publicity.

Consumers are always overloaded with information about products and

services. They cannot reevaluate products every time they make a
buying decision. To simplify the buying process consumers organize
products into categories, they position products, services and
companies in their minds. A products position is the complex set of
perception, impression and feelings that consumers have for the
product compared with the competing products. Consumer position
their product with or without the help of marketers, but marketers do
not want to leave their products position’s to chance. They must plan
position that will give their products the greatest advantage in selected
target markets.

Competitive Advantage

…………“The competitive advantage of our services was that, that it is

equally strong as Mobilink but at an affordable price. This service

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possess some kind of uniqueness which the other brands does not
posses.”

Which Differences To Promote?

Not all brand differences are meaningful or worth-while not every

difference makes good differences are meaningful or worth-while not
every difference make a good differentiator. Each difference has the
potential to create company costs as well as customer benefits
.therefore; the company must carefully select the ways in which it will
distinguish itself from competitors. A difference is worth establishing to
the extents that it satisfies the following criteria:

• Affordable: “Our services are a unique in many aspects;

one of them is the price. We have offered our communication
services at low price than the other services.
We are able to do this because of the new technology,
equipments, and accessories. The modern techniques help us to
minimize the cost in the tea production.”

• Important: The difference delivers a highly valued benefit

to target buyer.

• Distinctive: Competitors do not offer the difference; other

company can offer it in a more distinctive ways.
• Superior: The difference is superior to other ways that
customers might obtain the same benefit.

• Communicable: The difference is communicable and visible to

buyers.

• Preemptive: Competitors cannot easily copy the difference.

• Profitable:The product must provide a real benefit to consumer.

Pricing.

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The pricing of the tea is specially designed for the special purpose that
is “Affordable for all”. The company had decided earlier that the
price factor of Vodafone will be carrying a unique factor of affordability.
But the quality is same as the expensive one. The pricing is leveled
very correctly by our competent team of researchers. peoples are very
loyal to the brands or they don’t want change we introduce
(likho)sachets & where the peoples want to experience and have
resources to taste new and can buy more in quantity we introduce the
boxes (packets) etc.

Advertisement
As we had already started our mass marketing so we managed to get a
noise level within the market and we also used TV and Newspaper for
the advertisement, and for advertisement we hired an advertising
company. And our sales team did provide light boards to more to more
than 60 big stores in Mumbai which had our product’s name on it. In
the same time our sales team gave targets to the different retailers
and set bonuses for them on achieving certain targets. At the same
time we started a quiz questions along with a scratch card with our
product and different prizes were allocated for the winners.

The one of the basic innovative idea is related to our product is the
“advertising unlimited”. As we are approaching the normally
promotion channels like print media, electronic media (+internet) etc.
We are also looking widely at the billboard concept of advertising, the
sell stands, sell promotion campaign by moving vehicles, the hoardings
but the thing we include in that is we will be launching a parachute
carrying our label on it, the hoardings will be every where. The concept
of this huge marketing campaign was the part of the organization
statement of Uniqueness which is the main difference between our
product and others.

Customers, marketing and distribution

Vodafone endeavours to ensure that customers’ needs are at the core
of all products and services. Understanding these needs and
continuing to serve them is key to Vodafone’s customer strategy.

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Customers
Vodafone has 302.6 million proportionate mobile customers across the
globe. The Group seeks to use its understanding of customers to
deliver relevance and value and communicate on an individual,
household, community or business level. In delivering solutions that
meet customers’ changing needs in a manner that is easy to access
and is available when required, Vodafone aims to build a longer and
deeper customer relationship.

Vodafone continues to use a customer measurement system called

“customer delight” to monitor and drive customer satisfaction in the
Group’s controlled markets at a local and global level. This is a
proprietary diagnostic system which tracks customer satisfaction
across all points of interaction with Vodafone and identifies the drivers
of customer delight and their relative impact. This information is used
to identify any areas for improvement and focus.
Customer segmentation
Customer segments are targeted through many different tariffs and
propositions, which are adapted for any localised customer preferences
and needs. These often bundle together voice, messaging, data and,
increasingly, fixed line services.

Consumer
Customers are typically classified as prepaid or contract customers.
Prepaid customers pay in advance and are generally not bound to
minimum contractual commitments, while contract customers usually
sign up for a predetermined length of time and are invoiced for their
services, typically on a monthly basis. Increasingly, Vodafone offers
SIM only tariffs allowing customers to benefit from the Vodafone
network whilst keeping their existing handset.
Enterprise
The Group continues to grow usage and penetration across all business
segments. VGE manages the Group’s relationship with Vodafone’s 270
largest multinational corporate customers. VGE simplifies the provision
of fixed, mobile and broadband services for MNCs who need a single

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operational and commercial relationship with Vodafone worldwide. It
provides a range of managed services such as central ordering,
customer self-serve web portals, telecommunications expense
management tools and device management coupled with a single
contract and guaranteed service level agreements.

The Group continues to expand its portfolio of innovative solutions

offered to small office home office (‘SoHo’), SME and corporate
customers. Increasingly these combine fixed and mobile voice and
data services integrated with productivity tools.

Marketing and brand

Vodafone has continued to build brand value by delivering a superior,

consistent and differentiated customer experience. Communication
activities are focused on delivering the promise of “helping customers
make the most of their time”. The Group’s vision is “to be the
communications leader in an increasingly connected world” expanding
the Group’s category from mobile only to total communications. To

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enable the consistent use of the Vodafone brand in all customer
interactions, a set of detailed guidelines has been developed in areas
such as advertising, retail, online and merchandising.

Vodafone regularly conducts brand health tracking, which is designed

to measure the brand performance against a number of key metrics
and generate insights to assist the management of the Vodafone brand
across all Vodafone branded operating companies. An external
accredited and independent market research organisation provides
global coordination of the methodology, reporting and analysis.

Vodafone’s global sponsorship strategy has delivered a strong set of

results across all Vodafone markets, with central sponsorship
agreements such as the title sponsorship of the Vodafone McLaren
Mercedes F1 team. The winning performance of the Vodafone McLaren
Mercedes F1 team during the 2008 season enabled Vodafone to
maintain a dominant presence in one of the world’s most popular
sporting events. Vodafone successfully integrated the sponsorship into
a wide variety of business activities including communications, events,
content and acquisition and retention promotions.
Distribution
Vodafone directly owns and manages over 1,800 stores selling services
to customers and providing customer support. The store footprint is
constantly reviewed in response to market conditions. The Group also
has 5,200 Vodafone branded stores, which sell Vodafone products and
services exclusively through franchise and exclusive dealer
arrangements. Additionally, in most operating companies, sales forces
are in place to sell directly to business customers. The internet is
increasingly a key channel to promote and sell Vodafone’s products
and services and to provide customers with an easy, user friendly and
accessible way to manage their services and access support, whilst
reducing costs for the Group.

The extent of indirect distribution varies between markets but may

include using third party service providers, independent dealers,
distributors and retailers. The Group hosts MVNOs in a number of
markets, selling access to the Vodafone network at a wholesale level.

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Where appropriate, Vodafone seeks to enter mutually profitable
relationships with MVNO partners as an additional route to market.

Company’s Future Prospectus

The Vodafone also took some additional steps for the consumer’s
sake and different interests. We are suppose to launch India
website shortly in which the facilities of free email account,
chatting rooms, E-greetings, current news, stock rate, weather
situation etc. We are moving towards fulfilling the requirements
of new millennium costumers.

Conclusion
After all in this project we gain a lot of knowledge, what is marketing,
how can we market a product of daily life use, how can we learn about
the different strategies using in product development and other
marketing terms especially in normal consumer market.

This project will be very helpful in our professional life not but this our
first marketing project which we will not forget throughout our lives.

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