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Vodafone is the worldǯs largest mobile telecommunications community,
employing over 65,000 staff and with over 130 million customers. The
business operates in 26 countries worldwide. It is founded in 1994 as of
Hutchison Essar.
Vodafone Essar, previously Hutchison Essar is a cellular operator in India
that covers 16 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 Ind ia and is
especially strong in the major metros. Vodafone Essar provides 2G services
based on 900Mhz and 1800Mhz digital GSM technology, offering voice and
data services in 16 of the country's.

Vodafone is a public limited company with listings on the L ondon 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. Vodafone owns 45% of Verizon Wireless, the largest
wireless telecommunications network in the United States, based on
number of subscribers. It uses marketing to promote its brand. This
involves finding out what customers need and then making sure that the
products on sale meet those needs.

Vodafone goes further by looking to impress on its customers not merely

what its products are i.e. features, but also what they can increasingly do
i.e, benefits. This involves effective communication. Vodafone appeals to
new customers and aims to keep its existing ones by emphasising the
uniqueness of the brand.

Vodafoneǯs aim is to grow its revenue and improve its profit margin by
adding value to its products and services i.e. earning more from each
product sold. The ǮVodafone live!ǯ service enables customers to use picture
messaging and to download polyphonic ring tones, colour games, images
and information, through an icon-driven menu.The Vodafone Mobile
Connect Card, enables customers to access their normal business
applications on a laptop when out of the office. Such services add value to
the product, and high profile effective promotion help sell these services to
existing and new customers. The name Vodafone comes from voice data
fone, chosen by the comp any to "reflect the provision of voice and data
services over mobile phones"
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Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other
Indian nationals, 15%. The company used to be named Hutchison Essar,
reflecting the name of its previous owner, Hutchison. However, the brand
was marketed asH utch. After getting the necessary government approvals
with regards to the acquisition of a majority by the Vodafone Group, the
company was rebranded as Vodafone Essar. The marketing brand was
officially changed toVoda fone on 20 September 2007.
In Mumbai, it was earlier known by the name Orange, a brand that used to
be marketed by its former owner, Hutchison.
Over the years, Vodafone Essar, under the Hutch bran d, has been named
the 'Most Respected Telecom Company', the 'Best Mobile Service in the
country' and the 'Most Creative and Most Effective Advertiser of the Year'.
Vodafone is the world's leading international mobile communications
company. It now has operations in 25 countries across 5 continents and 40
partner networks with over 200 million customers worldwide. Vodafone
has partnered with the Essar Group as its principal joint venture partner
for the Indian market.

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Our vision for customers:-

To enrich customer's lives through the unique power of mobile
communication. Always listen and respond to each of their customers
They strive to delight customers, anticipating their needs and delivering
the right services.

For People:
Outstanding people working together make Vodafone exceptionally
successful seek to attract, develop, reward and retain outstanding
individuals believe in empowerment and personal accountability
believe in the power of our teams.

For results: - Action-oriented and driven by a desire to be the best

committed to be the best in all they do seek speed, flexibility and efficiency
DzWe will be the communications leader in an increasingly connected world.

To be the worldǯs mobile communications leader Ȃ enriching customerǯs

lives, helping individuals, businesses and communities be more connected
in a mobile world

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YYYYYYYYYYYYYYYYY YYYVodafone looks to have a good marketing mix. That is a mix of

the right product to buy in the right place at the right price and with good
promotion.

The right product. This means giving customers the features and benefits
they want. Vodafone gives buyers features such as games, pictures, ring
tones, information services, bills and even video.

The right place. Vodafone operates over 300 stores and also sells through
other outlets. It has expert staff in the stores to help buyers.

The right price. Vodafone offers a number of price plans to suit all of its
target groups. It also gives NECTAR reward points for every £1 spent.

Good promotion. This is divided into two parts:

Above the line Ȃ this is advertising in a number of different ways such as TV
and posters.

Below the line Ȃ this includes less obvious advertising such as in-store
displays and the way stores are branded. News about products and ideas is
also sent to the press.
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Product decisions are exsicuted in 3ways
1) Branding:- it is done by targeting people
Living in cities and towns.
Poor and middle income groups.
Youngsters in big cities.
Businessmen

2) Quality:-

Y Ensure compliance with all the requirements of the Quality
Management System.

Y Realize our vision through every day work and performance.

Y Continuously improve our business in order to achieve our strategic
goals.
3) Features:-

Y Chat, games, ringtones video

Y Clips, caller tunes etc.

Y On-the-move information service.

Y Black list callers.

Y Social Products.

Y Postpaid connections

Y Prepaid connections

Y Dialing cards

Y Vodafone handy phones
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Pricing is the only mix which generates a turnover for the organization.
Vodafone 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. The charges varies
from region to region.

The prices are charged according with: -

Services
Roaming rates
Talk plans

The pricing strategies are:-

Product line
Competition
Skimming
Penetration.

Ò

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Local call rates Rs / min
Incoming Free
Outgoing Vodafone to Vodafone 1
Vodafone to Other Mobiles 1
To Landlines 1
STD call rates Rs / min
Outgoing calls 50
SMS Rs/min
Local SMS 1
National SMS 1.5
International SMS 5

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Vodafone covers almost 75% of its operational area.

It also sells through independent retailers.

Customers are able to see and handle products they consider to buy.

People are on hand to ensure customerǯs needs are matched with the right
product to explain the different options available.

It has both postpaid outlets and prepaid outlets.

The Vodafone outlets are being situated in various places in India which
includes:-

XY Andhra Pradesh
XY Punjab
XY West Bengal
XY arnataka
XY Maharashtra & Goa
XY Tamil Nadu
XY Rajasthan
XY UP
XY Haryana
XY erala
XY Delhi
XY Gujarat
XY Orissa
XY Ëammu and ashmir
XY Himachal Pradesh
XY Madhya Pradesh
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YYYYYYYYYYYYYY Vodafone always works with icons such as David Beckham,lara
bingle to communicate its brand values..
The new ambassador is Michael Clarke (Australian cricketer)

In 2009 zoo zoo came as the brand ambassador and created

maximum brand presence Vodafone chose the Indian Premier League 2
(IPL-2) as a platform to launch their advertisement, which proved to be a
great marketing strategy. As Cricket is considered to be a religion in India,
where Zoozooz captured attention of nearly two billion people during the
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1) 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.
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Vodafone rely on their people Ȃ their enthusiasm, their talent, their

commitment Ȃ to maintain and build on the success of their business, even
more so in todayǯs competitive market. They depend on their people to
deliver excellent service to customers. They believe that the better
experience people have at Vodafone, the better service they will give to
their customers.
Vodafone Group employs approximately 71,000 people around the world.*
they want to enhance their reputation as an employer that provides
excellent development opportunities, equipping employees with the skills
and experience they need to help Vodafone compete successfully.

People include:
1) HIGHER MANAGERS
2) MIDDLE MANAGERS
3) LOWER MANAGERS

Others: - Technicians, dealers, and other employees

People are important because:

Y Providing a service, rather than selling a product.

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Y New staff needs thorough training and constant monitoring.

Y Staffing costs is the highest cost

Y Recruiting specialist staff is time consuming and expensive.

Y Strategies and tactics for recruiting, training and safeguarding
relationships.

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