Final Research Project Report

A CRITICAL ANALYSIS OF MARKETING ACTIVITIES

OF VODAFONE

Submitted for Partial fulfillment of Award of MASTER DEGREE IN

BUSINESS ADMINSTRATION of Punjab Technical University, Jalandhar

By

GURPREET SINGH

Roll No: 95202239166

MBA 2nd Year, 4th Semester

ARYABHATTA COLLEGE OF MANAGEMENT AND TECHNOLOGY

BARNALA (PUNJAB)

1
 DECLARATION

I, GURPREET SINGH here-by declare that the project report A CRITICAL

ANALYSIS OF MARKETING ACTIVITIES OF VODAFONE submitted for the
partial fulfillment of the requirement of my course from PTU is an original work and that
has not been submitted to any other University / Institute previously.

HOWEVER, I ACCEPT THE SOLE RESPONSIBILITY OF ANY

POSSIBLE ERROR OR OMISSION

GURPREET SINGH

Roll.No.95202239166

2
 CERTIFICATE

This is to certify that Research Project entitled A CRITICAL ANALYSIS OF

MARKETING ACTIVITIES OF VODAFONE, for the award of MASTERS
DEGREE IN BUSINESS ADMINSTRATION from Punjab Technical University,
Jalandhar, has been carried out by GURPREET SINGH ,bearing Roll No. 95202239166,
under my supervision and guidance. The report embodies result of original work and
studies carried out by the student himself / herself and the contents of the report do not
form the basis for award of other degree to the candidate or to any body else.

Mr. Kamaljeet singh

Assist. Prof. & Class -In-Charge

Date. Aryabhatta College of Management &Technology

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 CERTIFICATE

This is to certify that Mr. Gurpreet singh bearing Roll No. 95202239166 has carried out
the Research Project work presented in this report entitled A CRITICAL ANALYSIS OF
MARKETING ACTIVITIES OF VODAFONE. The results embodied in the Report are
original and not submitted to any other University / Institute for the award of any degree /
Diploma.

Date .. Dr. A.K. Verma

Dean (Management)

Aryabhatta College of Management & Technology

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SR CONTENTS PAGE
. NO:

1 Chapter 1 6-15

Introduction 7-8

Objectives of the study 9

Scope of the study 10

Importance of the study 11

Research Methodology 12-15

2 Chapter 2 16-19

Literature Review

3 Chapter 3 20-40

Theoretical Perspective

4 Chapter 4 41-62

Data Analysis and Interpretations

5 Chapter 5 63-67

Findings 64

Recommendations 65

Conclusions 66

Limitations 67

6 Bibliography 68

7 Annexure 69-72

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i) INTRODUCTION
ii) OBJECTIVES
iii) SCOPE
iv) IMPORTANCE
v) RESEARCH
METHOFOLOGY

INTRODUCTION TO TOPIC

6
A CRITICAL ANALYSIS OF MARKETING ACTIVITIES OF VODAFONE:

critical analysis: analysis is getting information to solve the

problems in the corporation, going out and seeking opinions on optimals,actuals,feelings,
cause and solutions. So on the other hand critical analyses means appraisal based on
careful analytical evaluation. And in simlpe words, a serious examination and judgment
of something; "constructive criticism is always appreciated"

The purpose for writing a critique is to evaluate somebody's

work (a book, an essay, a movie, a painting...) in order to increase the reader's
understanding of it. A critical analysis is subjective writing because it expresses the
writer's opinion or evaluation of a text. Analysis means to break down and study the
parts.

So this is a depth study of markiting activities of vodafone as well as

careful analytical evaluation of vodafone markiting activities and the examination and
evaluation of the relevant information to select the best course of action from among
various alternativesWriting a critical paper requires two steps: critical reading and
critical writing.

Critical reading:

1. Identify the author's thesis and purpose

2. Analyze the structure of the passage by identifying all main ideas
3. Consult a dictionary or encyclopedia to understand material that is
unfamiliar to you
4. Make an outline of the work or write a description of it
5. Write a summary of the work
6. Determine the purpose which could be
o To inform with factual material

o To persuade with appeal to reason or emotions

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 o To entertain (to affect people's emotions)

7. Evaluate the means by which the author has accomplished his purpose

If the purpose is to inform, has the material been presented clearly,

accurately, with order and coherence?
If the purpose is to persuade, look for evidence, logical reasoning, contrary
evidence
If the purpose was to entertain, determine how emotions are affected: does
it make you laugh, cry, angry? Why did it affect you?

Consider the following questions: How is the material organized? Who is the
intended audience? What are the writer's assumptions about the audience? What
kind of language and imagery does the author use?

SAMPLE OUTLINE FOR CRITICAL ESSAY

After the passage under analysis has been carefully studied, the critique can be
drafted using this sample outline.

I. Background information to help your readers understand the nature of

the work
o A. Information about the work

1. Title

2. Author

3. Publication information

4. Statement of topic and purpose

o B. Thesis statement indicating writer's main reaction to the work

II. Summary or description of the work

III. Interpretation and/or evaluation

o A. Discussion of the work's organization

o B. Discussion of the work's style

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 o C. Effectiveness

o D. Discussion of the topic's treatment

o E. Discussion of appeal to a particular audience

Objective of Study:

Following are the main objective to study about the customer satisfaction on
Vodafone.

To study customer satisfaction level of Vodafone.

To study various Marketing activities provided by Vodafone.

To study the various services provided by Vodafone.

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 Scope of the study

To conduct this research the target population was the mobile users,
who arousing GSM technology.

Targeted geographic area of Barnala Sample size of 100 respondents was taken.

To these 100 respondents a questionnaire was given, the questionnaire was a

combination of both open ended and closed ended questions.

Finally the collected data and information was analyzed and compiled to arrive at
he conclusion and recommendations given.

D u r i n g t h e s t u d y, o n m a n y o c c a s i o n s t h e r e s p o n d e n t g r o u p s
g a v e u s a c o l d shoulder.

Some retailers/whole sellers refuse to cooperate with the queries.

Money played a vital factor in the whole project duration

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 Importance of the study

There are many benefits related to take this study. Some of the benefits of taking
this study are as follows:

By analyzing this information, the company would be able to better design

schemes & services & target right prospects needs & wants.

More people will get aware about Vodafone that will increase profit level of
Vodafone.

This study helps to identify the behavior of consumer when there are no offers &
schemes from Vodafone.

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 Research mothodology

Marketing research means the systematic gathering, recording, analyzing of data

about problems relating to the marketing of goods and services

Marketing research has proved an essential tool to make all the need of marketing
management. Marketing research therefore is the scientific process of gathering and
analyzing of marketing information to meet the needs of marketing management. But
gathering of observation is must be systematic. The systematic conduct of research
requires:

Orderliness, in which the measurements are accurate.

Impartiality in analysis and interpretation.

All of research can be categorized into basic and applied.

1. BASIC RESEARCH: - Basic Research is that intended to expand the body of

knowledge for the use of others.

2. APPLIED RESEARCH: - Applied Research is one, which is carried out to find

the solution for a particular problem or for guiding a specific decision. It is
usually private in nature.

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 My research on Vodafone is carried on for guiding specific decisions and its
results are useful only to Vodafone for taking particular decision regarding product
quality, staff and security. Hence the nature of my research study is APPLIED
RESEARCH .

RESEARCH DESIGN:

Research design indicates the methods and procedure of conducting research

study. Research design can be done in following three types:-

1 Exploratory Research:-

Exploratory research focuses on the discovery of new ideas and is generally

based on secondary data.

2 Descriptive Research:-

Descriptive research is undertaken when the researcher want to know the

characteristics of certain groups.

3 Causal or Experimental Researches:-

An experimental research is undertaken to identify causes and effect relationship

between two variables.

The Research Design is: Descriptive Research Design

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 Data Collection and Sampling:

A) Sources of Data Collection:-

Basically there are two types of data i.e. secondary and primary:

Primary Data: Primary data comprises of direct responses or

firsthand data collected from different respondents for Swift car.

Questionnaire was used as the major tool in collecting primary data

for our research. Primary data also collected through the direct

interview with the respondents.

Secondary Source: Secondary data is the data, which is not

gathered for the immediate study at hand but for some other

purposes. Secondary data for the research is collected through

magazines like Business World, newspapers, Auto magazines and

internet etc. Therefore both the types of data were used in order to

collect information for the study.

B) Data collection Tools:

To conduct a survey, the Researcher has selected a structured questionnaire as an

instruction for gathering valuable information from the customers. Questionnaire, which
is used for the survey, is consisting of questions and checklist questions to check the
customer feedback.

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C) Sampling Plan:

The researcher has design a sampling plan that is consist of four decisions.

I) Sampling unit:

Who is to be surveyed?

The Researcher has selected youngsters, businessmen, and housewives, employees to

conduct survey and to measure satisfaction level.

II) Sample Size:

Sample size means limited numbers of respondents covered under the research
study from a population and the researcher has taken a survey of 100 respondents to
know the satisfaction level of customer.

III) Sampling Area:

The researchers area for survey was:

S D college Barnala

Vodafone Store,

K C Road. Barnala

IV) Sampling Unit:

Here the researcher has randomly selected the respondents of the Barnala

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LITERATURE REVIEW

16
Article- 1
Want To Keep Customers & Create Profits? These 5 Positivity

Pointers Can Help You Enhance Your Customer Experience

By JoAnna Brandi

Theres no doubt about it; customer loyalty is key to profitability. A mere five percent
increase in

your customer retention could as much as double your bottom line profits! On the flip
side, it costs

anywhere from 6-30 times more to get new customers than it does to keep the ones you
have

that is, if theyll stay!

Here are 5 positivity pointers to keep in mind so you can reap the rewards of creating
more

awesome experiences for your customers, co-workers and yourself:

1. Positive thinking is a habit.

Some people are born with a positive outlook; others have to work hard at shifting their

focus away from depressing media stories and from the things that are going wrong in
their

own lives.

2. Positive thinking is a choice.

As with the creation of any new habits, the first step is to choose to do it, to commit to
and

intend to be positive. At first, learning what keeps you in a positive state of mind and

remembering to make time to use those tools can be challenging especially when youre

focused on professional or personal goals that require a lot of your time and energy.

3. A Positive Attitude makes change easier to take.

Change happens all the time in every aspect of life and its happening especially fast in

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todays business world. If we dont keep up, we fall behind and no business today has

that luxury.

4. Positive thinking is chock-full of benefits!

Optimistic people people who believe the world is inherently good - are healthier than

pessimists. Lets count the ways:

They have higher energy levels, stronger immune systems and, no surprise, tend to

live longer.

Their faith in themselves enables them to more quickly learn from their mistakes.

They interpret problems as challenges - not obstacles. That means they experience

less distress and more easily access the emotional boost they need to get through

tough times.

5. No one likes you when youre grumpy.

Sure the people who love you still love you even when you go through a grumpy spell.
But

that doesnt mean anyone likes you while youre in a foul state of mind. Customers dont

like a grump, co-workers dont like a grump, bosses dont like a grumpnobody likes a

grump!

altitude!

Article 2

No Guts, No Glory: 10 Ways to Ease Into Empowerment

By: JoAnna Brandi

In todays business world this kind of performance cannot be achieved without

empowerment. Its a word thats gotten a bad rap in the last few years as companies
without a full understanding of what it really means attempted to push power, without
authority, to the front lines. When implemented poorly as a one time event,
empowerment initiatives do more harm than good. When implemented as an ongoing

18
process, it liberates the brilliance of your workforce, re-energizes your organization and
thrills your customers! In its broadest sense, say Dennis T. Jaffe and Cynthia Scott,
authors of Take This Job and Love It, empowerment means, "the organization shifts from
limiting the power to determine its future and how it will get there to a few top
executives, to include every level of the organization in the process." It takes guts to do
this, to create and sustain an empowerment process. It requires courage to look within,
challenge old assumptions and embrace new ideas from people at every level.

Article-3

True Customer Care

At the start of another year, many of us make resolutions for the forthcoming year. For
me, the time has led me to reflect back on 2003 and self-assess. Personally, 2003 has
been a tough year, having become an orphan with the passing of both of my elderly
parents. (We also lost a cherished feline friend in the fall.) The passing of a loved one
opens up emotional wounds, but it's also a time when those wounds are healed by family,
colleagues, and friends who reach out. Until one walks in those shoes, the meaning of
that caring cannot be understood or appreciated. It lends new perspectives even for our
business lives.

Fred Van Bennekom, Dr.B.A., Principal Great Brook Consulting

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THEORETICLE PROSPECTIVE

20
 Vodafone

Vodafone is a mobile network operator headquartered in Berkshire, England, UK. It is

the largest mobile telecommunications network company in the world by turnover and
has a market value of about 75 billion (August 2008). Vodafone currently has operations
in 25 countries and partner networks in a further 42 countries.

The name Vodafone comes from Voice data fone, chosen by the company to "reflect the
provision of voice and data services over mobile phones."

As of 2006 Vodafone had an estimated 260 million customers in 25 markets across 5

continents. On this measure, it is the second largest mobile telecom group in the world
behind China Mobile.

In the United States, Vodafone owns 45% of Verizon Wireless.

2.2) Mission:

Vodafone is primarily a user of technology rather than a developer of it, and this fact is
reflected in the emphasis of our work program on enabling new applications of mobile
communications, using new technology for new services, research for improving
operational efficiency and quality of our networks, and providing technology vision and
leadership that can contribute directly to business decisions.

2.3) Vision:

Our Vision is to be the worlds mobile communication leader enriching customers

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

21
 VODAFONE:

Today, in India, becomes Vodafone. Now, the pink color logo of Hutch is replaced by

Vodafone Essars corporate red colored one.

In 2005-06, the Orange brand in Mumbai was phased out to introduce (now Vodafone).

The company also changed the colors of its logo from orange to pink and then red.

After acquiring 67 per cent of stake (around Rs. 250 crores) in ison Essar from Hong

Kong-based ison Whampoa, Vodafone Essar is expecting to touch over 35 million

customers across 400,000 shops and thousands of s own employees along with

employees of its business associates.

Vice chairman, Ravi Ruia, Vodafone Essar, said Weve had a good innings as in

India and today marks a new beginning for us, not as a departure from the fundamentals

that created , but an acceleration into the future with Vodafones global expertise.

Vodafone CEO, Marten Pieters of the Vodafone Essar will be landing in India for the

meeting that would discuss branding exercise, expansion plans, spectrum requirements

for its expanding subscriber base and future plans.

Vodafone offers a host of premier value added services (VAS) including national and

international roaming in over 70 countries in over 160 networks, Wireless Application

Protocol (WAP), short message service, voice mail service, auto roam, fax and data,

cricket updates, M-banking, general information, tarot line, etc. The company launched

22
WAP in Delhi in October 2000, much before its rival Bharti. It has 5000 WAP customers,

as in December 2000. The company has been a prime mover in introducing these value-

added services in the Delhi circle.

The values are stated simply. To be fair and transparent in what they do and how they do

it. To provide the quality services with more customer friendly practices. To make ones

communications experience simple, pleasurable and fun. Where he doesn't simply get

technology - but technology that is relevant. Where solutions are not just promised in the

future - but delivered in the present.

Vodafone Logo

Services:

Staying connected becomes a lot easier with Vodafone. We have a wide range of services

you can access right from your Vodafone phone. From cell banking to flight updates to

call management services, get all that you want, instantly.

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Prepaid services(latest):

- Vodafone Essar, one of Indias leading cellular service providers announced a

new Bonus Card 25 for its prepaid customers in Punjab. With this new bonus

card, Vodafone customers can enjoy the benefit of unlimited national SMS at

just 20paisa/SMS. The new bonus card comes with 30 days validity.

Postpaid services(latest):

- Vodafone Essar, one of Indias leading cellular services providers has launched

three new monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for

its postpaid customers in Kolkata and West Bengal. These Budget plans offer

combinations of free minutes over local and STD calls along with free local SMS.

This offer is valid for new and existing customers.

Value added services:

Vodafone Essar, one of Indias leading cellular services providers, has announced a

special offer for Zoozoo fans across India. Vodafone customers can now get special

Zoozoo DVDs from a Vodafone Store and watch these adorable characters from

Vodafone Essars recent television commercials as they live lifes little moments in their

inimitable style. Vodafone Prepaid customers can get the DVD through a recharge of

above Rs 300 at the Vodafone Store. Vodafone Postpaid customers can enroll for Direct

24
Debit or activate Callertune or Vodafone Alerts at the Vodafone store to get the Zoozoo

DVD.

Dial 600 to activate:

To activate these values added services on your Vodafone phone simply dial 600 and

access our Interactive Voice Response system.

SMS:

Message your family and friends through Vodafone SMS Services. It's convenient and

affordable. Communicate with cell phone users in over 100 countries and anywhere in

India - by sending and receiving text msg.

Pay just Rs. 1.50 per message for sending SMS anywhere across the country.

Vodafone Online:

25
Get all the useful information you need directly on your Vodafone phone - with

Vodafone Online. Including cricket, finance, entertainment, weather, astrology and more.

Simply go to the Vodafone Online menu on your Vodafone phone. If you do not see

the Vodafone Online menu on your phone, send HELP to 123. We will send you the list

of keywords.

Scroll to the topic on which you need information.

Select the information and key input as requested on the screen.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

MTNL Directory:

With this facility you can get to know the address and telephone no. of MTNL users.you

will be charged Rs.2 per outgoing message.

STD / ISD Codes:

You don't need to look up your diary or a phone directory to find out STD and ISD codes.

You can find it directly through your Vodafone phone.

Ringtones & Logos:

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Now you can change the ringtone on your Vodafone phone according to your moods. You

can download logos as well. With the Vodafone and Yahoo! tieup you have hundreds of

tunes and logos to choose from.

For every ringtone downloaded, you will charged Rs. 7.00 (including the cost of SMS

sent). For every logo/picture message downloaded, you will charged Rs. 3.00 (including

the cost of SMS sent).

Dial-in Services

Vodafone brings you more conveniences at your fingertips. Use our Dial-in-Services to

check cricket scores, horoscope, up-to-the minute news and other relevant information on

services that touch your everyday life.

All Dial-in-Services carry a flat charge of Rs 6 per minute (1 min pulse).

Here's a shortlist of services you can access

Service Number

NDTV Online 123

Info Line 301

Dial-n-Deliver 306

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 Cricket Online 123

Tarot Line 314

Cell Rashi 315

Dial-a-Pizza 303

Dial-a-Cab 335

Voice Response Service 123

There are occasions when you may not want to take a call, or your Vodafone phone

maybe busy or simply unreachable. By paying a nominal monthly access fee, you can

now retrieve your messages at your convenience. Even if you are roaming, you can

retrieve your messages from your voice mailbox through a fixed line, anywhere on earth.

Your Vodafone voicemail can

Hold up over 17 messages at a time.

Receive a message that lasts up to 90 seconds.

Store a message for as long as you want.

You can also record your voice signature and welcome message.

Call Management Services

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There may be occasions when you need to conference with up to six people at a time or

talk to just two. Or you are speaking to someone and want to forward an incoming call to

another phone. With your Vodafone phone, you can do this and more. Vodafonehelps you

manage your calls effortlessly so that you stay in control of your conversations, always.

Voice Response

Get your Vodafone phone to respond directly to your commands. Custom designed to

recognize Indian voices and accents, the Voice Response service makes your life more

convenient. You can get the latest updates on news, stocks, cricket and your horoscope.

Airtime charges will be Rs.6 per minute (1 minute pulse).

Voice Messaging

Voice Messaging has become even more affordable. You can now send voice messages to

cellular phones as well as fixed telephone lines in USA or Canada for just Rs.3.95 per

min* (as against Rs.4.95 per min earlier).

Voice messages within India across select networks will cost you Rs. .95 per min only.

Also, recipients of the cellular Voice Messaging service have the option of replying back

to the messages, which get returned back as return Voice Mail messages, facilitating two-

way (though not simultaneous) voice communication.

Yahoo! Messenger For SMS

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You do not have to wait to get a PC to use the Yahoo! Messenger. With the exclusive

Vodafone-Yahoo! tie-up, you can easily get connected through your Vodafone phone.This

unique messenger comes with a lot of exciting features. You can connect with all Yahoo!

Messenger users, send, receive and reply to instant messages, view and manage your

friend list and also manage authorization requests. All this and more just by using SMS.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

Cell Banking

Vodafone now puts the bank in your pocket with Cell Banking. Access your bank account

and transact directly on your Vodafone phone by sending text messages.

The first of its kind in India, this service enables you to conduct your banking without

having to visit the bank or making a call.

You can do Cell Banking from over 90 countries worldwide.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

Roaming

Now you can always stay connected, no matter where you are. With the Vodafone

Roaming facility, you can use your Vodafone phone in over 100 countries worldwide and

over 1000 cities, towns and highways across India. Vodafone Roaming makes life easy

and convenient for you.

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 - Vodafone Essar, one of Indias leading cellular services providers, today

announced significant reduction in international roaming rates for its Postpaid

customers traveling to South Africa during the upcoming DLF Indian Premier

League (IPL) cricket tournament. Vodafone Essar is the official partner to DLF

IPL 2009

One number across the globe

Your Vodafone phone number and PIN number remains the same whether you are in

Delhi, Chandigarh, London, Paris or anywhere else in the world.

National and International Roaming on Vodafone Prepaid

Roaming on Vodafone Prepaid gives you the most extensive coverage in over 1000 cities,

towns and highways across India, and in over 100 countries around the world. Enjoy

Roaming on your Vodafone Prepaid card and stay in touch wherever you go.

Yahoo! Mail For SMS

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You can now directly access your email account on Yahoo! Mail on your

Vodafone phone. Whats more, you do not need a WAP enabled handset for

this service as it is based on SMS. So gain freedom from your PC and access

your Yahoo! mails anytime, anywhere on your Vodafone phone. You will be

charged Rs. 2 per outgoing message. Incoming messages are free.

WAP

With WAP, you can have the Internet directly in your pocket. So if you are looking for

quick and easy delivery of information and services, your Vodafone phone can show it

all. Use it to check out news, finance, shopping, entertainment, travel, entertainment and

city service information etc. To access this service all you need is a WAP enabled handset

and WAP services activated on your Vodafone phone. This service comes to you at a

nominal charge of Re. 1 per minute (1 min pulse).

Group Messaging

Party invitations, movie outings, festive greetings... whatever be the occasion, you can

send your message to all your friends at one go!

With Group Messaging from Vodafone, you can thus save yourself the bother of

painstakingly sending your message to one person at a time whether you are on Vodafone

Prepaid or Postpaid.

Vodafone4help

32
Vodafone4help now lets you take advantage of a lot more services than before. You can

connect to the nearest fire brigade or mechanic or florist or even order a pizza. If you are

stranded in the middle of the road, or if you you need immediate medical attention or if

you are looking for a police station close by, Vodafone4help gives you instant access to

your nearest source of help, anywhere in Delhi or the NCR.

All the help services are charged@Rs.6/min. while for police and fire help only local

airtime charge is applicable.

33
2.5) VODAFONE ESSAR

34
2.5.1) Introduction:

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 21
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 and is especially strong in the major metros.

Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 22 of the country's 23 licence areas.

2.5.2) Ownership:

Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian
nationals, 15%.

On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by
Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance
Communications, Hinduja Group, and Essar Group, which is the owner of the remaining
33%. The whole company was valued at USD 18.8 billion. The transaction closed on
May 8, 2007.

35
36
Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the country,
is expected to provide several Vodafone handsets in India. Earlier this year, Vodafone
penned a global low-cost handset procurement deal with ZTE

Vodafone 3G services in India

Vodafone Essar one of the largest service providers in India has announced 3G Services
roll-out in India with the partnership of Nokia Siemens Networks and Ericsson India.
In the latest developments Vodafone has gaven a three-year contract estimated at $500
million, on Wednesday, to the gear manufacturers who are also the companys existing
equipment vendors( Nokia Siemens Networks and Ericsson India). This partnership will
vodafone to roll-out its 3G services in its licensed circles in India. The nine licensed
circles where vodafone can provide 3G includes Delhi, Mumbai, Kolkata, Chennai and
Tamil Nadu, Maharashtra and Goa, Gujarat, Haryana, Uttar Pradesh (East) and West
Bengal which covers most of the vodafone indias customer base.

With the implementation of the 3G roll out, more than 113.8 million Vodafone users will
be able to avail high-end services such as video calling, interactive gaming and high-
speed internet on mobile phones by late December.

According to the latest press release from vodafone

Globally, Vodafone already provides enhanced 3G services to a large number of

customers. Now India is ready for 3G, and we are committed to bringing these benefits to
our Indian subscribers, said Marten Pieters, managing director, Vodafone Essar. Nokia
Siemens Networks is the 3G leader and we view our relationship as a strategic alliance
built around delivering and maintaining the high-quality service which Vodafone
customers expect.

We are committed to implementing a smart 3G network for Vodafone Essar based on

combining our global experience with local expertise and resources, said Urs Pennanen,
head of Nokia Siemens Networks in India. We are fully geared-up for a speedy
implementation of the 3G network, optimizing existing GSM technology to reduce the

37
total cost of ownership for the operator. Subscribers can expect exciting new mobile
broadband services and seamless interoperability between 2G and 3G networks.

Group History and Recent Developments

Vodacom Group and Vodacom SA were incorporated in South Africa in 1993 as a joint
venture between Telkom, Vodafone and VenFin Limited ("VenFin"). The Group launched
one of Africa's first GSM networks in South Africa in 1994. Vodacom Group's
shareholders recognised the need for BEE investors and in 1996 a 5% stake in Vodacom
Group was sold to a BEE company, Hosken Consolidated Investments Limited ("HCI")
(through Descarte Investments No 8 (Proprietary) Limited) for R118 million. Six years
later in 2002, HCI sold its stake back to Vodafone and VenFin for R1.5 billion, making it
one of the most successful BEE deals implemented in South Africa to date.

Until the implementation of the Vodacom BEE transaction, Vodacom Group held 100%
of Vodacom SA. The Vodacom BEE transaction was finalised on 8 October 2008 when
Royal Bafokeng Holdings (Proprietary) Limited ("Royal Bafokeng") and Thebe
Investment Corporation (Proprietary) Limited ("Thebe"), through their subsidiaries, the
black public (as defined in the BBBEE Codes), business partners and employees acquired
in aggregate 6.25% of Vodacom SA. The black public, business partners and employees
obtained ownership in Vodacom SA through YeboYethu. YeboYethu owns 3.44% of
Vodacom SA while Royal Bafokeng and Thebe own 1.97% and 0.84% of Vodacom SA,
respectively through their subsidiaries.

Prior to 20 April 2006, the entire issued share capital of Vodacom Group was held as
follows: 15% by VenFin, 35% by VHSA and 50% by Telkom. On 20 April 2006,
Vodafone Group acquired the entire issued share capital of VenFin, resulting in a change
in the shareholding of Vodacom Group, with the issued Vodacom Group shares being
held as follows, 50% (in aggregate) by VHSA and VTI, indirect wholly owned
subsidiaries of Vodafone, and 50% by Telkom.

Vodacoms history shows a track record of innovation in the early adoption of new
technologies and in being first to market to offer new services to our customers.

38
2010 First to launch 3G in INDIA

2009 Sale of Telkoms 15% interest to Vodafone Unbundling of Telkoms Vodacom

shares Listing on the JSE Limited

\2008 Sale of 6.25% in Vodacom SA to BBBEE shareholders Vodacom Business

launched Acquisition of Gateway

2007 Acquisition of an interest in WBS (iBurst)

2006 Vodacom Ventures formed First to launch HSDPA in South Africa

2005 Launch of Vodafone live! in South Africa

2004 First to launch 3G in South Africa

2003 Vodacom launches GSM network in Mozambique

2002 First to launch GPRS and MMS in South Africa Vodacom launches GSM
network in the DRC

2001 Launch of Vodacoms youth product 4U in South Africa

2000 Vodacom launches GSM network in Tanzania

1996 Sale of 5% stake in Vodacom Group to BEE shareholders Launch of worlds

first prepaid service on an IN platform Vodacom launches GSM network in Lesotho
1994 Vodacom launches GSM network in South Africa

1993 Vodacom Group incorporated in South Africa

39
Marketing Strategies

1. Vodafone

Vodafone has given birth to the Zoo zoo: a special character created specifically to convey a value added
service (VAS) offering in each of the newly released commercials.
Vodafone has come with creative advertising campaign for its various plans. This strategy
has captured the imagination of millions.
The strategy is a buzz that lives up to the brand image of great creatives and clever
marketing. In the first 10 days of IPL (Indian premier league) it has reached a cumulative
of 89 million people. This is a wonderful strategy adopted by Vodafone. This has helped
the company to raise not only its profits through sales but has also tremendously
increased its brand value.
Zoo zoos have become so popular that Vodafone has succeeded in its effort of viral or
buzz marketing. Their add campaign has gained so much popularity all over the world.
The viewership for the add is highest among all the adds.
Whats interesting is that there are some 25 such commercials planned under this
campaign, 10 of which are already on air. The aim is to release approximately one ad a
day, to sustain interest till the end of the IPL

40
 DATA ANALYSES

AND INTREPRETATION

41
Q1) Do you have a mobile phone?

Suggestions Yes No

No. of respondents 93 7

Interpretation:

93% of the respondents are have a mobile phone.

7% of the respondents do not have a mobile phone.

42
Q2) Are you aware about telecommunications services?

Suggestions Yes No

No. of respondents 95 5

Interpretation:

95% of the respondents are aware about telecommunications services.

5% are not aware.

2(a) Which operators service do you use?

Operators service name No. of respondents

Vodafone 87

Airtel 29

Idea 17

Reliance 21

BSNL 5 43

Tata Indicom 3
Interpretation:

54% of the respondents use Vodafone.

18% of the respondents use Airtel.

10% respondents use Idea.

13% of the respondents use reliance.

4% and 2% respondents use BSNL and Tata Indicom respectively.

Q3) From which source you came to know about Vodafone?

Sources No. of respondents

Advertisements 63
Hoardings 52
Newspapers 35
Mouth Publicity 26
44
Interpretation:

36% of the respondents are aware about Vodafone through Advertisements.

29% are aware because of Hoardings.

20% and 15% of the respondents are aware because of Newspapers and Mouth Publicity
respectively.

Q4) Since how long you are using Vodafone Services?

Time period No. of respondents

Less than 1 month 12
2-6 months 19
6-12 months 22
More than 1 year 34 45
Interpretation:

39% of the respondents use Vodafone services from past more than 1 year.

14% of respondents using Vodafone services less than 1 month.

22% of respondents using Vodafone services from 2-6 months.

25% of respondents using Vodafone services from 6-12 months.

Q5) Which of the following services do you use of Vodafone?

Services No. of respondents

Pre-Paid 73
Post-paid 14 46
Interpretation:

84% of the respondents use pre-paid service.

16% of the respondents use post-paid services.

Q7) Which services are more helpful to you while using Vodafone
Services?

Services No. of respondents

Call Rates 27
SMS Rates 48
Network 36 47
Value Added Services 19
Interpretation:
37% of the respondents use Vodafone for SMS services.

14% of the respondents use Vodafone for Value Added Services.

28% of the respondents use Vodafone for network.

21% of the respondents use Vodafone for call rates.

Q7) Do you call at customer care?

48
 Suggestions Yes No
No. of respondents 76 11

Interpretation:

87% of the respondent calls at customer care.

13% respondents do not call at customer care.

49
If yes, how often you call at customer care?

Time Period No. of respondents

Daily 5
Once a week 12
Once a month 24
Occasionally 35

Interpretation

46% respondents here call customer care occasionally.

31% respondents respondents call customer care once a month.

16% of respondents call once a week.

50
7% daily respectively.

Q9) For what reason you call at customer care?

Reasons No. of respondents

Value Added Services 21
Information regarding new schemes 23
Complaining 42
Other queries 36

Interpretation:
34% of respondents call at customer care for complaining purpose.

30% of respondents call customer care for other queries.

19% of respondents call customer care for information regarding new schemes

17% value added services respectively.

51
Q10) Rate the following on the basis of your satisfaction.

Services Excellent Very Good Fairly Good Average Poor

Network 31 29 17 7 3
SMS Rates 6 19 35 24 3
New schemes 3 14 27 33 10
and offers
Customer Care 6 32 29 15 5
Recharge 12 28 31 14 2
Outlets
Call Rates 2 20 43 19 3
Value Added 9 24 29 19 6
Services

52
Rate to Network:

Service Excellent Very Good Fairly Good Average Poor

Network 31 29 17 7 3
.

Interpretation:

36% respondents are satisfy with Vodafones network excellent

33% respondents are rated very good,

20%rate for fairly good,

8% rate for average good

3% rate it poor.

SMS Rates:

53
Service Excellent Very Good Fairly Good Average Poor
SMS Rates 6 19 35 24 3

Interpretation:

40% respondents are not rated in fairly good with the SMS rates of Vodafone

28% rate it average

22% rate it very good

7% of respondents rate it excellent

3% rate it poor.

New Schemes and Offers:

Service Excellent Very Good Fairly Good Average Poor

54
New schemes 3 14 27 33 10
and offers

Interpretation:

38% respondents rated average for new schemes and offers

31% respondents rated as fairly good

16% rated very good

12% and 3% rate it as poor and excellent respectively.

Customer Care:

Service Excellent Very Good Fairly Good Average Poor

55
Customer Care 6 32 29 15 5

Interpretation:

37% respondents rate it as very good for customer care service.

33% rated fairly good for customer care service.

17% rated average for customer care service.

6% and 7% rate it as poor and excellent respectively

Recharge Outlets:

56
Service Excellent Very Good Fairly Good Average Poor
Recharge 12 28 31 14 2
Outlets

Interpretation:

Recharge outlets of Vodafone are majorly rated on fairly good and very good basis.
36% of the respondents rate it as fairly good.

32% rate it as very good.

16% rate it as average.

14% rate it excellent.

2% respondents rate it as poor.

Call Rates:

Service Excellent Very Good Fairly Good Average Poor

Call Rates 2 20 43 19 3

57
Interpretation:

49% of respondents rate call rates of vodafone as fairly good,

23% rate it as very good

22% rate it as average

while 4% and 2% respondent rate it as poor and excellent respectively

Value Added Services:

Service Excellent Very Good Fairly Good Average Poor

Value Added 9 24 29 19 6
Services

58
Interpretation:

33% respondents rate it as fairly good.

28% rate it as very good.

22% rate it as average.

10% rate it as excellent,

7% poor respectively.

Q12) Why you are not using Vodafone Services?

Reasons No. of respondents

Lack of awareness 2
High Prices 6
Poor Services 3
Poor Network 2 59
Interpretation:

6 dont use Vodafone services because of high prices.

3 respondents dont use Vodafone services because of poor services.
2 respondents each dont use vodafone services because of lack of awareness and poor
network.

Q13) Would you like to recommend Vodafone to others?

60
 Suggestions Yes No

No. of respondents 78 9

Interpretation:

90% of the Vodafone customers would like to recommend Vodafone services to others

10% of the Vodafone Customers wont recommend to others.

Age analysis:

61
 Age Below 18 18-25 26-50 51 or above
Respondents 4 54 23 6

Interpretation:

62% of the respondents belong to age group of 18-25.

26% respondents belong to age group of 26-50.

7% of respondents belong to 51 or above age group.

5% of the respondents belong to age group of below 18 years.

62
i) FINDINGS
ii) RECCOMENDATIONS
iii) CONCLUSSIONS
iv) LIMITATIONS

63
 Findings

93% of the respondents are have a mobile phone while 7% of the

respondents do not have a mobile phone.
54% repondents are using vodafone 16% of the respondents use
airtel in our sample area
36% of the respondents are aware about Vodafone through
Advertisements, 29% are aware because of Hoardings while 20%
and 15% of the respondents are aware because of Newspapers and
Mouth Publicity respectively.
39% of the respondents use Vodafone services from past more than
1 year.
84% of the respondents use pre-paid services while only 16% of
the respondents use post-paid service.
37% of the respondents use Vodafone for SMS services while only
14% of the respondents use Vodafone for Value Added Services.
31% respondents respondents call customer care once a month
while 16% and 7% of respondents call once a week and daily
respectively.
34% of respondents call at customer care for complaining purpose
while 30%, 19% and 17% of respondents call customer care for
other queries, information regarding new schemes and value added
services respectively.
90% of the Vodafone customers would like to recommend
Vodafone services to others .

64
 Conclusion

From the above analysis the researcher concludes that major respondents are

dissatisfied with some of the major services like call rates, SMS rates and new

schemes & offers.

Major respondents from all respondents use services of Vodafone.
Major customers of Vodafone are old customers so many of the respondents are

satisfied with the services of Vodafone and thus they would like to recommend

Vodafone to others.
Major respondents using Vodafone use pre-paid services compared to post-paid

services.
Major respondents are youngsters so they need more SMS facilities and low call

rates, but Vodafone dissatisfies these age group (18-25) as their call rates and SMS

rates are much high.

Suggestions

Vodafone should provide more offers to Post-Paid customers so that the number

of Post-Paid customers increase.

Vodafone should bring introduce some new SMS schemes for the youngsters.

Vodafone should introduce more schemes and offers.

Vodafone should provide more schemes and offers to its old customers.

65
 Vodafone should decrease call rates of STD and ISD.

Limitations

The study was restricted to only those clients who were related to Vodafone
telecommunications.

The study was confined within specific regions of Barnala city only.

The sample size was limited so the results obtained from the study may not be
generalized for the whole population.

66
 The time period of the study was not sufficient to measure the consumers response
effectively and reach to a more valid conclusion.

Many of the respondents may not have given the correct information due to personal
bias.

BIBLIOGRAPHY

Websites:

http://www.vodafone.com/start/media_relations/news/local_press_releases/por
tugal/portugal_press_release/vodafone_had_highest.html

67
 http://en.wikipedia.org/wiki/Customer_satisfaction

http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company)

http://en.wikipedia.org/wiki/Vodafone

http://bora.nhh.no/bitstream/2330/1919/1/Saplitsa%202008.pdf

www.anacom.pt/render.jsp?contentId=606658

www.iimcal.ac.in/community/consclub/reports/telecom.pdf

ANNEXURE

Name: ________________

Age: ___ years

Sex: Male/Female

Contact no.: ___________

Signature: __________

68
Q1) Do you have a mobile phone?

o Yes
o No

Q2) Are you aware about telecommunications service?

o Yes
o No

If yes, then which operators Service do you use?

o Vodafone (Multi-choice)
o Airtel
o Idea
o Reliance
o BSNL
o Tata Indicom ( If not Vodafone then go to Q12 )

Q3) From which source you came to know about Vodafone?

o Advertisement (Multi-choice)
o Hoardings
o Newspapers
o Mouth Publicity

Q4) Since how long you are using Vodafone services?

69
 o Less than 1 month
o 2-6 months
o 6-12 months
o More than 1 year

Q5) Which of the following services do you use of Vodafone?

o Pre-paid
o Post-paid

Q6) Which services are more helpful to you while using Vodafone services?

o Call rates (Multi-choice)

o SMS service
o Network
o Value Added Services

Q7) Dou you call at customer care?

o Yes
o No
If yes, how often you call at customer care?

o Daily
o Once a week
o Once a month
o Occasionally

70
Q8) For what reason you call at customer care?

o Value added services (Multi-choice)

o Information regarding new schemes
o Other queries
o Complaining

Q9) Rate the following services on the basis of your satisfaction.

Services Excellent Very Good Fairly good Average Poor

Network

SMS rates

New schemes and offers

Customer Care

Recharge outlets

Call Rates

Value Added Services

Q10) Why you are not using Vodafone services?

o Lack of awareness (Multi-choice)

o High Prices
o Poor Services
o Poor network

Q11) Would you like to recommend Vodafone to others?

o Yes

71
 o No

Q12) Give your suggestions to help in serve you better.

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

72