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Company Profile

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  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 !" billion #$une %&&'(. )odafone

currently has equity interests in %" countries and *artner +etworks #networks in

which it has no equity stake( in a further % countries. -he name )odafone comes

from Voice data phone, chosen by the company to reflect the provision of voice

and data services over mobile phones.

/t 01 2arch %&&' )odafone had %3& million proportionate customers in %" 

markets across " continents. #*roportionate customers means, for e4ample, that

if )odafone has a 0&5 stake in a business with a million customers, that is

counted as 0&&,&&&(. 6n this measure it is the second largest mobile telecom

group in the world behind 7hina 2obile. -he eight markets where it has more

than ten million proportionate customers are the United Kingdom, 8ermany,

India, Italy, 9pain, -urkey, Egypt  and the United 9tates. In the U.9., these

customers come via its minority stake in )eri:on ;ireless, and in the other seven

markets )odafone has ma<ority=controlled subsidiaries.

6n 0& 2ay %&&3, the company announced a loss before ta4 of 1.> billion for

%&&", the biggest loss in British corporate history. -he loss for the year from

continuing operations was 1!.% billion and the bottom line loss for the financial

year was %1.' billion. -he company was pushed into loss by impairment charges

of %0." billion, which related to the acquisition of 2annesmann several years

earlier, and losses of .3 billion in relation to its discontinued business in $apan.

/t an operating level it remained highly profitable, with an operating profit on

continuing operations of >. billion before impairment costs

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Introduction

INTRODUCTION

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9ales promotion is any initiative undertaken by an organi:ation to promote an

increase in sales, usage or trial of a product or service #i.e. initiatives that are

not covered by the other elements of the marketing communications or

 promotions mi4(. 9ales promotions are varied. 6ften they are original and

creative, and hence a comprehensive list of all available techniques is virtually

impossible #since original sales promotions are launched daily?(. @ere are some

e4amples of popular sales promotions activitiesA

#a(  Buy-One-Get-One-Free BOGOF!  = which is an e4ample of a self=

liquidating promotion. or e4ample if a loaf of bread is priced at C1, and cost

1& cents to manufacture, if you sell two for C1, you are still in profit =

especially if there is a corresponding increase in sales. -his is known as a

*DE2IU2 sales promotion tactic.

#b( Cu"tomer Relation"hip #ana$ement CR#! incentives such as bonus

 points or money off coupons. -here are many e4amples of 7D2, from banks

to supermarkets.

#c( Ne% media = ;ebsites and mobile phones that support a sales promotion.

or e4ample, in the United Kingdom, +estle printed individual codes on KI-=

K/- packaging, whereby a consumer would enter the code into a dynamic

website to see if they had won a pri:e. 7onsumers could also te4t codes via

their mobile phones to the same effect.

#d( #erchandi"in$ additions such as dump bins, point=of=sale materials and

 product demonstrations.

&I'TOR( OF VOD)FON*

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  Vodafone *""ar, formerly known as &utchi"on *""ar is a cellular  

operator  in India that covers %0 telecom circles in India based in 2umbai

)odafone Essar is owned by )odafone 3!5 and Essar 8roup 005. It is the

second largest mobile phone operator in terms of revenue behind Bharti /irtel,

and third largest in terms of customers.

6n ebruary 11, %&&!, )odafone agreed to acquire the controlling interest of 3!5

held by i Ka 9hing @oldings in @utch=Essar for U9C11.1 billion,

 pippingDeliance 7ommunications, @indu<a 8roup, and Essar 8roup, which is the

owner of the remaining 005. -he whole company was valued at U9F 1'.'

 billion. -he transaction closed on 2ay ', %&&!. Fespite the official name being

)odafone Essar, its products are simply branded Vodafone. It offers both

 prepaid and postpaid 892 cellular phone coverage throughout India with good

 presence in the metros.

)odafone Essar provides %.!"8 services based on >&& 2@: and 1'&& 2@: digital

892 technology, offering voice and data services in %0 of the countryGs %0 license

areas. It is among the top three 892 mobile operators of India vodafoneGs original

logo used until the introduction of the speechmark logo in 1>>'.

In 1>'% Dacal Electronics plcGs subsidiary Dacal 9trategic Dadio td. won one of

two UK cellular telephone network licences. -he network, known as Dacal

)odafone was '&5 owned by Dacal, with 2illicom and the @ambros -echnology 

-rust  owning 1"5 and "5 respectively. )odafone was launched on 1 $anuary 

1>'". Dacal 9trategic Dadio was renamed Dacal -elecommunications 8roup

imited in 1>'". 6n %> Fecember  1>'3 Dacal Electronics bought out the minority

shareholders of )odafone for 8B11& million.

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In 9eptember 1>'' the company was again renamed Dacal -elecom and on %3 

6ctober  1>'' Dacal Electronics floated %&5 of the company. -he flotation valued

Dacal -elecom at 8B1.!  billion. 6n 13 9eptember   1>>1  Dacal -elecom was

demerged from Dacal Electronics as Vodafone Group+ 

In $uly 1>>3 )odafone acquired the two thirds of -alkland it did not already own

for 0&.3 million. 6n 1> +ovember   1>>3, in a defensive move, )odafone

 purchased *eoples *hone for !! million, a 1'1 store chain whose customers were

overwhelmingly using )odafoneGs network. In a similar move the company

acquired the '&5 of /stec 7ommunications that it did not own, a service provider

with %1 stores.

In 1>>! )odafone introduced its Speechmark  logo, as it is a quotation mark  in a

circleH the 6Gs in the )odafone logotype are opening and closing quotation marks,

suggesting conversation.

6n %> $une 1>>> )odafone completed its purchase of /ir-ouch 7ommunications, 

Inc.  and changed its name to Vodafone )irtouch plc. -rading of the new

company commenced on 0& $une 1>>>. -o approve the merger, )odafone sold its

1!.%5 stake in E=*lus 2obilfunk . -he acquisition gave )odafone a 0"5 share of

2annesmann, owner of the largest 8erman mobile network.

6n %1 9eptember   1>>> )odafone agreed to merge its U.9. wireless assets with

those of Bell /tlantic 7orp to form )eri:on ;ireless. -he merger was completed

on /pril %&&&.

In +ovember 1>>> )odafone made an unsolicited bid for 2annesmann, which

was re<ected. )odafoneGs interest in 2annesmann had been increased by the

latterGs purchase of 6range, the UK mobile operator. 7hris 8ent would later say

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2annesmannGs move into the UK broke a gentlemanGs agreement not to compete

in each otherGs home territory. -he hostile takeover provoked strong protest in

8ermany and a titanic struggle which saw 2annesmann resist )odafoneGs

efforts. @owever, on 0 ebruary  %&&&  the 2annesmann board agreed to an

increased offer of 11%bn, then the largest corporate merger ever. -he EU

approved the merger in /pril %&&&. -he conglomerate was subsequently broken

up and all manufacturing related operations sold off.

• %' $uly %&&&A Deverts to its former name, Vodafone Group Plc 

• 13 /pril %&&1A irst 08 voice call on )odafone United KingdomGs 08

network.

)odafone in Iai, Domania.

)odafoneGs operations in Europe. )odafone )odafoneGs affiliates

)odafoneGs partners

•

%&&1A -akes over  Eircell , then part of eircom  in Ireland, and rebrands it

)odafone Ireland.

• %&&1J%&&%A /cquires $apanGs third=largest mobile operator $=*hone, which

had introduced camera phones first in $apan.

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• 1! Fecember %&&1A Introduces the concept of *artner +etworks by

signing -F7 2obil of Fenmark. -he new concept involves the introduction

of )odafone international services to the local market, without the need of

investment by )odafone. -he concept would be used to e4tend the

)odafone brand and services into markets where it does not have stakes in

local operators. )odafone services would be marketed under the dual=brand

scheme, where the )odafone brand is added at the end of the local brand.

#i.e., -F7 2obil=)odafone etc.(

• % ebruary %&&%A inland is added into the mobile community, as Dadiolin<a

is signed as a *artner +etwork. Dadiolin<a later changed its named to Elisa.

• %&&%A Debrands $apanGs $=sky mobile internet service as )odafone live? 

• 0 Fecember %&&%A Brand is introduced in the Estonian market with signing

of a *artner +etwork /greement with Dadiolin<a #Eesti(. Dadiolin<a #Eesti(

later changed its name to Elisa.

• ! $anuary %&&0A 9igns a group=wide *artner agreement with mobilkom 

/ustria. /s a result, /ustria, 7roatia, and 9lovenia  is added to the

community.

• 13 /pril %&&0A 6g )odafone is introduced in the Icelandic market.

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• 10 2ay %&&0A6mnitel is rebranded )odafone Italy.

• %1 $uly %&&0A ithuania is added to the community, with the signing of a

*artner +etwork agreement with Bit.

• 13 ebruary %&&A 9igns a *artner +etwork /greement with u4embourgGs

u4892.

• %& ebruary %&&A 9igns a *artner +etwork /greement with 7yta  of

7yprus. 7yta agreed to rename its mobile phone operations to 7ytamobile=

)odafone.

• /pril %&&A *urchases 9inglepoint airtime provider from $ohn 7audwell

#7audwell 8roup( and appro4 1."million customers onto its base for est

&"million, adding sites in 9toke on -rent #England( to e4isting sites in

 +ewbury #@L(, Birmingham, ;arrington and Banbury

•  +ovember %&&A Introduces 08 services into Europe.

• $une %&&"A Increases its participation in DomaniaGs 7onne4 to >>5H also

 buys 7:ech mobile operator 6skar.

• 1 $uly %&&"A 6skar of 7:ech Depublic is rebranded as 6skar=)odafone.

• 1! 6ctober %&&"A )odafone *ortugal  launches a revised logo, using new

te4t designed by Falton 2aag, and a 0F version of the 9peechmark logo,

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 but still retaining a red background and white writing #or vice versa(. /lso,

various operating companies start to drop the use of the 9I2 card pattern in

the company logo. #-he rebranding of 6skar=)odafone and 7onne4=

)odafone also does not use the 9I2 card pattern.( / custom typeface by

Falton 2aag #based on their font family Interace( forms part of the new

identity.

• %' 6ctober %&&"A 7onne4 in Domania is rebranded as 7onne4=)odafone.

• 01 6ctober %&&"A Deaches an agreement to sell )odafone 9weden to

-elenor   for appro4imately  M1 billion. /fter the sale, )odafone 9weden

 becomes a *artner +etwork.

• 10 Fecember %&&"A ;ins an auction to buy -urkeyGs second=largest mobile

 phone company, -elsim, for C." billion.

• Fecember %&&"A )odafone 9pain becomes the second member of the group

to adopt the revised logo, and it is phased in over the following si4 months

in other countries.

• %&&3 A Debrands 9toke=on=-rent site to be known as 9toke *remier 7entre, a

centre of e4pertise for the company dealing with 7ustomer 7are for its

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higher value customers, technical support, sales and credit control. /ll

cancellations and upgrades are dealt with by this call centre.

• " $anuary %&&3A /nnounces the completion of the sale of )odafone 9weden 

to -elenor .

• ebruary %&&3A 7loses Birmingham 7all 7entre.

• 1 ebruary %&&3A 6skar )odafone becomes )odafone 7:ech Depublic,

adopting the revised logo.

• %% ebruary %&&3A /nnounces that it is e4tending its footprint to

Bu)odafone aria  with the signing of *artner +etwork /greement with

2obiltel, which is part of mobilkom /ustria group.

•

1% 2arch %&&3A ormer chief, 9ir 7hristopher 8ent, who was appointed the

honorary post 7hairman for ife in %&&0, quits following rumours of

 boardroom rifts.

• 11 /pril %&&3A /nnounces that it has signed an e4tension to its *artner

 +etwork /greement with BI-E 8roup, enabling its atvian subsidiary

BI-E atvi<a to become the latest member of )odafoneGs global partner

community.

• %& /pril %&&3A )odafone 9weden changes its name to -elenor 9verige /B.

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• %3 /pril %&&3A 7onne4=)odafone becomes )odafone Domania, also

adopting the new logo.

• 0& 2ay %&&3A /nnounces the biggest loss in British corporate history

#1.> billion( and plans to cut && <obsH reports one=off costs of %0."

 billion due to the revaluation of its 2annesmann subsidiary.

• % $uly %&&3A Despected head of )odafone Europe, Bill 2orrow, quits

une4pectedly.

• %" /ugust %&&3A /nnounces the sale of %"5 stake in Be)odafone iumGs

*ro4imus for M% billion. /fter the deal, *ro4imus will still be part of the

community as a *artner +etwork.

• " 6ctober %&&3A )odafone announces first single brand partnership with 6g 

)odafone which will now operate under the name )odafone Iceland 

• 1> Fecember %&&3A /nnounces the sale of %"5 stake in 9wit:erlandGs

9wisscom for 7@.%" billion #1.' billion(. /fter the deal, 9wisscom will

still be part of the community as a *artner +etwork.

• Fecember %&&3A 7ompletes the acquisition of /spective, an enterprise

applications systems integrator in the UK, signaling )odafoneGs intent to

grow a significiant presence and revenues in the I7- marketplace.

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• 1 $anuary %&&!A -elsim in -urkey adopts )odafone dual branding as -elsim 

)odafone.

• 1 /pril %&&!A -elsim )odafone  -urkey drops its original brand and

 becomes )odafone -urkey.

• 1 2ay %&&!A adds $ersey  and 8uernsey  to the community, as /irtel is

signed as *artner +etwork in both crown dependencies 

• ! $une %&&!A )odafone live? mobile Internet portal in the UK, relaunched.

ront page now charged for and previously bundled data allowance is

removed from e4isting contract terms. /ll users now given access to the

full web rather than a ;alled 8arden and )odafone becomes the first

mobile network to focus an entire media campaign on its newly launched

mobile Internet portal in the UK.

• 1 /ugust )odafone *ortugal launches )odafone 2essenger , a service with

;indows ive 2essenger  and Nahoo? 2essenger .

• 1! /pril %&&'A E4tends footprint to 9erbia  as )ip mobile is added to the

community as a *artner +etwork.

• %& 2ay %&&'A adds )I* 6perator  as a *artner +etwork thereby e4tending

the global footprint to 2acedonia.

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• %> 2ay %&&'A Kall of aroe Islands rebrands as )odafone aroe Islands.

PRODUCT' R)NG*

Vodafone Prepaid Cellphone connection

8o mobile with a )odafone *repaid cell mobile phone and control how much

you spend with the best *repaid cellphone tariff plan. Buy a special *repaid

mobile handset for your )odafone *repaid cellphone connection with our

*repaid mobile handset offers. -o keep talking without any talktime or validity

hassles make use of our fle4ible recharging options for your )odafone *repaid

9I2 cardsA *repaid recharge cards, e-opUp and Firect -op=Up. ItOs easy to find

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a *repaid recharge topup tooA weOve got *repaid outlets everywhere, so that you

can stay connected wherever you are.

/nd thatOs not all J you can also subscribe to our unique *repaid cellphone

services and *repaid mobilephone offers and make the most of your )odafone

*repaid 9I2 cards in India.

Find a Prepaid mo,ile phone tariff plan

Deach out to the world with a )odafone *repaid 9I2 card without worrying

about mobile *repaid recharge minutes and *repaid phone rates. 9elect a *repaid

mobile phone tariff plan that works for you. 7hoose your *repaid mobile phone 

tariff plan

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Prepaid phone "erice"

9ubscribe to )odafoneOs unique *repaid cellphone services and make the most

of your )odafone mobile phone. or our *repaid cellular services,

Bonu" Card"

7harge your *repaid phone and en<oy slashed *repaid phone rates with Bonus

7ards for your )odafone *repaid cellphon, trifplans. Dead more

Vodafone Po"tpaid

8o )odafone with a new )odafone *ostpaid connection and talk without

worrying about your bill. Become a )odafone *ostpaid user with a *ostpaid

mobile handset for your 9I2 by making use of )odafoneOs mobile handset offers.

2ake the most out of every penny you spend by choosing the right )odafone

*ostpaid talkplan. /nd if you want to know which plan suits your usage best, ask

us J weOll be happy to help.

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;hatOs more J you can also subscribe to our )odafone *ostpaid offers and

reduce e4penses even more. -ake a look at the various services we have for you

and use your phone for many more than <ust making calls.

/nd when it comes to paying you bill thatOs easy too? ;eOve got a wide variety

of )odafone *ostpaid bill payment options. 7hoose the payment option that

works best for you. If you need help, come to us weOll be happy to help?

9ounds goodP 7heck out all the benefits that come along with a )odafone

*ostpaid 9I2 card, and itOll sound even better?

Dead more about )odafone *ostpaid

.orld Callin$ Card"

9ave up to 0&5 on your I9F Q 9-F calls with ;orld 7alling 7ard from

)odafone for your )odafone mobile phones.

;orld 7alling 7ard from )odafone is a prepaid long distance calling card that

you can use with your )odafone *repaid and *ostpaid mobile phones to make

I9F Q 9-F calls. -hatOs right J you donOt need individual I9F calling cards and

9-F calling cards anymore. ;ith the help of this *repaid ;orld 7alling 7ard,

you can keep a tab on your long=distance call e4penses. *lus no security deposit.

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ItOs easy to buy ;orld 7alling 7ards in India. ;orld 7alling 7ards are available

at your nearest )odafone 9tore, )odafone 2ini 9tore or at any shop that

displays the R;orld 7alling 7ardS sign.

.orld Callin$ Card rate"

2ake the most of your )odafone mobile phone while making long distance calls

with the special ;orld 7alling 7ard rates meant to help you save money. 7heck  

out ;orld 7alling 7ard rates

U"in$ our international Prepaid callin$ card"

9cratch the silver foil on the cell phone calling card for India to get your secret

1%=digit *I+. Fial the toll free number on the back or /0112 3 /0412 and enter

the *I+ from your *repaid ;orld 7alling 7ard.

-o make an 9-F call with your *repaid mobile phone card, dial T 0T followed by

the 'TD code and then the phone num,er.

-o make an I9F call with your *repaid mobile card, dial T00T followed by the

I'D code and the phone num,er.

or more information on using your *repaid phone card, click here

 

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Chec5in$ your ,alance

-o know how much youOve spent on your )odafone cell phone with lower

overseas 7alling 7ard rates, 929 .CCB)6 714 di$it PIN8 to 111 #toll free(

#a5in$ payment" for your Prepaid phone callin$ card"

Nou will never have to face any hassles of bill payments for this *repaid phone

calling card because there simply are no bills. ;ith this *repaid phone 7alling

7ard, your charges get deducted as you speak.

or more information on I9F calling cards and 9-F calling cards, dial /0119

#toll free(

Gulf Callin$ Card

 +ow you can call the 8ulf at the lowest possible calling card rates with the best

*repaid phone card for the 8ulf.

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Vodafone &ome Callin$ Card

@ereOs a way you can save on your international roaming bill while calling home

 J use the *repaid @ome 7alling 7ards from )odafone to call to India to

anywhere else in the world while travelling abroad.

)odafone @ome 7alling 7ard is a *repaid calling card that allows you to make

calls from landlines, *76s Q mobile phones from over 1&& countries. /nd helps

you save up to >&5 as compared to International Doaming charges? 9o talk

more, spend less and always stay connected.

Buyin$ &ome Callin$ Card" from Vodafone

Nou can buy *repaid phone calling cards at a )odafone 9tore near you.

&ome Callin$ Card rate"

2ake the most of your )odafone *repaid Q *ostpaid cellphone while making

long distance calls with the unique @ome 7alling 7ard rates and save money.

7heck out the @ome 7alling 7ard rates

Need help %ith your Vodafone Prepaid &ome Callin$ Card for India:

or dialing instructions, countrycity codes information, access number

information, card e4piration date or anything else, <ust call )odafone 7are on

111 #toll free(. 2umbai subscribers should call /0119 #toll free(

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Vodafone PCO

;ant to start making some moneyP Install a )odafone *76 in your house or

shop, and start earning today with fi4ed cellular terminals. ItTs easy to install,

maintain and use J and provides uninterrupted service. It doesnGt even take up

that much space?

Vodafone &andyphone

Introducing the landline thatOs loaded with all the features of a cell phone =

including low call rates. /nd )odafone @andyphone arenOt that e4pensive either.

Nou can make one yours for as little as Ds 1>>>.

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;*( P6)(*R' IN T&* INDI)N T*6*CO# INDU'TR(;*( P6)(*R' IN T&* INDI)N T*6*CO# INDU'TR(

B&)R)T ')NC&)R NIG)# 6TD B'N6!<

It is a public sector

organi:ation, wholly owned by

Fepartment of -elecommunication #Fo-(. It is IndiaGs principal provider of

local and domestic long distance telephony. It offers   basic services

nationwide, e4cept for 2umbai and Felhi, where 2-+E is the state run

telephony service provider. /s it has established and well spread

infrastructure of telephone e4changes, it has been able to roll out its

network at a rapid pace.

6ctober 1, %&&& the Fepartment of -elecom 6perations, 8overnment of

India became a corporation and was christened Bharat 9anchar +igam

imited#B9+(.

-oday, B9+ is the +o. 1 -elecommunications 7ompany and the largest

*ublic 9ector Undertaking of India with authori:ed share capital of C 0>!!

million and networth of C 1.0% billion. It has a network of over " million lines

covering "&&& towns with over 0" million telephone connections.

;ith latest digital switching technology like 67B,E;9F,/VE=

1&,E-EV,+E7 etc. and widespread transmission network including 9F@

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system upto %." gbps, F;F2 system upto '& gbps,;eb telephony,FI/9,)*+,

Broadband and more than &&,&&& data customers , B9+ continues to serve this

great nation .

Its responsibilities include improvement of the already impeccable quality

of telecom services, e4pansion of telecom network, introduction of new telecom

services in all villages and instilling confidence among its customers.

B9+ has managed to shoulder these responsibilities remarkably and deftly.

-oday with over " million line capacity, >>.>5 of its e4changes digital, nation

wide +etwork management Q surveillance system #+299( to control telecom

traffic and over ,&&,&&& route kms of 67 network, Bharat 9anchar +igam td

is a name to reckon with in the world of connectivity. /long with its vast customer

 base, B9+Gs financial and asset bases too are vast and strong. 7onsider the

figures, as they speak volumes on B9+Gs standingA

1. -he telephone infrastructure alone is worth about Ds. 1,&&,&&& crore #U9

C%%.! billion(.

%. -urnover of Ds. 01,&& crore # U9 C !.1 billion(.

/dd to which, B9+Gs nationwide coverage and reach, comprehensive

range of telecom services and a penchant for e4cellenceH and you have the

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ingredients for restructuring India for a bright future. -oday, B9+ is most

trusted -elecom Brand of India.

PR*-P)ID '*RVIC* OF C*66ON*

E4cel is the *re paid service of the 7ell6ne 7ellular 9ervice of B9+. It offers

you a host of value added services and unmatched features not found in any other

7ellular service. /ll India roaming facility is also available on E4cel service.

Initial activation charges for E4cel is only Ds. %&&= and free talk value of

Ds. "&= is given to all subscribers.

E4cel *re paid cards are available in the denominations of Ds. !&,1"&,

0&&, Ds. "&&, Ds. 1&&& and Ds. %&&& validity period of which are !,1", 0&, ",

1%& and 1'& days respectively.

/ host of alue added "erice" are also available at very economical chargesA

Voice #ail 'erice

'hort #e""a$e 'erice '#'!

)ll India R oamin$

Call For%ardin$%ithin "ame 'erice )rea!

Call Conferencin$

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Call .aitin$ and Call holdin$ facility

.irele"" )pplication Protocol.)P!< 9urf ;/* enabled websites on

Internet using this service.

Unified #e""a$in$ 'erice"< Integrate your 2obile phone with the

Internet and access your e=mails, fa4es, voice mail etc on your mobile

 phone.

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'.OT )N)6('I'

'TR*NGT& .*);N*''

9trong Brand Image.

-echnically 9uperior.

8ood /fter 9ales.

)ery high price

2a<or 7ompetitors

OPPORTUNITI*'

T&R*)T'

Noung generations need for more

 branded.

Brand image is necessary to

looking rich

*roper advertising for brand

 building

9trong competitors like B9+,

/irtel,

9trong advertising by

competitors.

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Chief *=ecutie"

Name Bet%een

9ir 8erald ;hent 6ctober 1>'' = Fecember 1>>3

9ir 7hristopher 8ent $anuary 1>>! = $uly %&&0

/run 9arin $uly %&&0 = $uly %&&'

)ittorio 7olao $uly %&&' =

• -o date )odafone has had three 7hief E4ecutives, with the third, /run

9arin, soon to retire from the company and be replaced by the current

Feputy 7hief E4ecutive, )ittorio 7olao. Each has made their own

individual contribution to the 7ompany.

• 9ir 8erald ;hent, at that time an E4ecutive with Dacal Electronics *lc, was

responsible for the bid for a UK 7ellular +etwork licence. -he 2obile

-elecoms division was de=merged and was floated on the ondon 9tock

E4change in 6ctober 1>'' and 9ir 8erald became 7hief E4ecutive of Dacal

-elecom *lc. 6ver the ne4t few years the company grew to become the

UKGs 2arket eader, changing its name to )odafone 8roup *lc in the

 process.

• 9ir 7hristopher 8ent took over as 7hief E4ecutive in $anuary 1>>! after 9ir

8eraldGs retirement. 9ir 7hristopher is responsible for transforming

)odafone from a small UK operator into the global behemoth that it is

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today, through the merger with the /merican /ir-ouch and the takeover of

8ermanyGs 2annesmann.

• /run 9arin was the driving force behind the 7ompanyGs move into

Emerging 2arkets such as /sia and /frica, through the purchases such as

that of -urkish operator -elsim and a ma<ority stake in @utchison Essar in

India. aced with increased competition and penetration rates above 1&&5

in the more mature European markets it was necessary to diversify from

 being a mobile=only business into a company which provided all

telecommunications services. -his has seen )odafone launch F9 and

other fi4ed=line services in markets such as 8ermany and the UK.

• Gro%th of the #o,ile Indu"try in India

• -ill early 1>>&s, India had one of the most backward and stagnant

telecom infrastructure facilities ridden with ineffective government

regulations, inadequate financial resources and unaffordability for

the common man. -he 7enter for Fevelopment of

-elecommunications #7=Fo-( had already changed the telecom

services in India for the betterment, in late 1>'&s by making inter=

city customer=dialling=also known as 9ubscriber -runk Fialling or

9-F=availableW to most parts of the country. @owever, the sector saw

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other, facilitated this subscriber=friendly phenomenon. -ill the entry

of Deliance Infocom into the cellular market, tariffs were quite high

and unaffordable for the general middle class. @owever, when

Deliance announced its entry in the year %&&& with call rates of Ds.

&.& per minute compared to about Ds. 3.00 of the other companies

and other attractive schemes such as free national 929, free

incoming calls and free outgoing calls to Deliance cell phones, the

other ma<or *layers were forced to cut down their high tariffs to

survive in the industry. -he 7alling *arty *ays #7**( regime

introduced by mobile operators in response to DelianceGs strategy, and

making incoming calls free, resulted in sharp increase in wireless

subscribers in %&&0. In this period, the industry witnessed intense

 price war, highlighting the fact that demand for cellular services in

India is highly price=elastic. 9ince then, however, the prices have

 become increasingly uniform across service providers. /s a result,

the players had to adopt different strategies to attract more

subscribers, retain the e4isting ones and differentiate themselves from

their competitors. 6ne of the dominant strategies adopted by most

companies is to offer special short=term schemes in the form of free

929, free talk time, lower call=tariff for a   particular group of friends,

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free calls to one number and so on.

• Deelopment" in #o,ile Technolo$y in India>

• /t present there are two mobile technologies used in IndiaA 8lobal

9ystem for 2obile 7ommunication #892( technology, a type of

-ime Fivision 2ultiple /ccess #-F2/( cellular network, and 7ode

Fivision 2ultiple /ccess #7F2/( %&&& IV technology. @owever,

892 technology has limitations in offering a range of broadband

services, which 7F2/ %&&& IV technology that powers ;EE can

 provide. -he head start, which cellular companies had got in wireless,

was dissipated once ;EE, limited mobility from the service

 providers like Deliance and -ata Indicom became fully operational.

• -here has been an evolutionary change in mobileH communication

systems in every decade. -he first=generation #18( in the 1>'&s and

second=generation #%8( cellular systems in theG 1>>&s have been used

mainly for voice transmission and to support circuit=switched

services. -he 18 system were based on analog technologiesH

however, %8 systems are digital systems such as the 892 7F2/

6ne and *F7. -hese systems operate nationwide and internationally,

and are todayGs mainstream systems. Initiatives such as 929, ;/*,

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;i=i, Bluetooth i=2ode, etc., based on %8 have e4ploited , the data

capability of wireless networks to deliver value=added services to

customers. +ow, third=generation #08( systems have emerged and

the central theme of these technologies is the convergence of

communication and computing. 6ther than voice, 08 supports video

telephony, video games, multimedia, net=browsing, network games,

e=mail and downloading, all at a very high data=transfer rate. -he

migration from 08 to fourth=generation #8( technology will be a

revolution both from technological and user perspectives. -he 8

today is only an evolving concept and there is no real definition of

what it will be. -he concept of convergence has already begun with

08, and 8 will bring about convergence of communication,

computing, broadcasting etc.

• Goernment Rule" and Re$ulation"

• ;ith the advent of 892 in the 1>>&s, two mobile licenses were

issued per circle. -he licenses were, however, dogged by ineffective

government regulations, resulting in high consumer pricing. In %&&1

the deregulation of mobile, fi4ed=line and long distance sectors

spurred growth and allowed many new players to enter the market.

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• -he regulatory norms introduced by -D/I had a significant impact

on the prices of long distance call charges, reducing them by as much

as '&5 in <ust one year. It reduced the disparity between, tariffs of

wire line and wireless services from a factor of 1" to 0. @owever, the

most important catalyst that transformed the Indian telecom industry

was the ;EE controversy which began in +ovember, %&&&, when

-D/I proposed that Basic 9ervice 6perators #B96s( should be

allowed to use cellular technology. 2obile calling on the ;EE

licenses was restricted to relevant 9hort Fistance 7alling /reas

#9F7/s(. @owever, the B96s e4ploited a loophole in the license

and offered  Gfall mobility servicesG by using call forwarding and

multiple number registrations. /s a result, the 892=based operators

who had paid a significant license fee #C%." bn( contested this

decision. -his legal battle continued for three years and was finally

resolved when the government introduced Unified Eicensing,

making cellular services technology neutral and allowing ;EE

 players to provide full mobility after payment of an entry fee equal

to what the 892 operators had paid. Unified Eicensing reduced the

regulatory uncertainty prevailing in the Indian -elecom industry and

 provided a Ievel playing field for all the ma<or mobile service

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 providers.

'ale" Promotion Concept"

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')6*' PRO#OTION CONC*PT'

 

'ale" promotion is one of the four aspects of promotional mi4. #-he other three

 parts of the promotional mi4 are advertising, personal selling, and publicity public 

relations.( 2edia and non=media marketing communication are employed for a

 pre=determined, limited time to increase consumer demand, stimulate market

demand or improve product availability. E4amples includeA

• contests

•  point of purchase displays

•

rebates

• free travel, such as free flights

9ales promotions can be directed at either the customer , sales staff, or distribution 

channel members #such as retailers(. 9ales promotions targeted at the consumer  

are called con"umer "ale" promotion". 9ales promotions targeted at retailers and

wholesale are called trade "ale" promotion". 9ome sale promotions, particularly

ones with unusual methods, are considered gimmick  by many.

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Con"umer "ale" promotion techni?ue"

*rice dealA / temporary reduction in the price, such as happy hour  

• oyal Deward *rogramA 7onsumers collect points, miles, or credits for

 purchases and redeem them for rewards. -wo famous e4amples are *epsi 

9tuff  and /dvantage.

• 7ents=off dealA 6ffers a brand at a lower price. *rice reduction may be a

 percentage marked on the package.

• *rice=pack dealA -he packaging offers a consumer a certain percentage more

of the product for the same price #for e4ample, %" percent e4tra(.

• 7ouponsA coupons have become a standard mechanism for sales

 promotions.

• oss leaderA the price of a popular product is temporarily reduced in order to

stimulate other profitable sales

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• ree=standing insert #9I(A / coupon booklet is inserted into the local

newspaper for delivery.

• 6n=shelf couponingA 7oupons are present at the shelf where the product is

available.

• 7heckout dispensersA 6n checkout the customer is given a coupon based on

 products purchased.

• 6n=line couponingA 7oupons are available on line. 7onsumers print them

out and take them to the store.

• 2obile couponingA 7oupons are available on a mobile phone. 7onsumers

show the offer on a mobile phone to a salesperson for redemption.

•

6nline interactive promotion gameA 7onsumers play an interactive game

associated with the promoted product. 9ee an e4ample of the Interactive 

Internet /d for tomato ketchup.

• DebatesA 7onsumers are offered money back if the receipt and barcode are

mailed to the producer.

• 7ontestssweepstakesgamesA -he consumer is automatically entered into

the event by purchasing the product.

• *oint=of=sale displaysA=

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Trade "ale" promotion techni?ue"

• -rade allowancesA short term incentive offered to induce a retailer to stock

up on a product.

• Fealer loaderA /n incentive given to induce a retailer to purchase and

display a product.

• -rade contestA / contest to reward retailers that sell the most product.

• *oint=of=purchase displaysA E4tra sales tools given to retailers to boost sales.

• -raining programsA dealer employees are trained in selling the product.

• *ush moneyA also known as spiffs. /n e4tra commission paid to retail

employees to push products.

-rade discounts #also called functional discounts(A -hese are payments to

distribution channel members for performing some function .

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PO6ITIC)6 I''U*'

9ales promotions have traditionally been heavily regulated in many advanced

industrial nations, with the notable e4ception of the United 9tates. or e4ample,

the United Kingdom formerly operated under a resale price maintenance regime in

which manufacturers could legally dictate the minimum resale price for virtually

all goodsH this practice was abolished in 1>3.

2ost European countries also have controls on the scheduling and permissible

types of sales promotions, as they are regarded in those countries as bordering

upon unfair business practices. 8ermany is notorious for having the most strict

regulations. amous e4amples include the car wash that was barred from giving

free car washes to regular customers and a baker who could not give a free cloth

 bag to customers who bought more than 1& rolls.

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PRO#OTION)6 #I@

There are four main a"pect" of a promotional mi4+  The"e are<

1 )derti"in$- /ny paid presentation and promotion of ideas, goods, or services

 by an identified sponsor. E4amplesA *rint ads, radio, television, billboard, direct

mail, brochures and catalogs, signs, in=store displays, posters, motion pictures,

;eb pages, banner ads, and emails.

4 Per"onal 'ellin$ - / process of helping and persuading one or more prospects

to purchase a good or service or to act on any idea through the use of an oral

 presentation. E4amplesA 9ales presentations, sales meetings, sales training and

incentive programs for intermediary salespeople, samples, and telemarketing. 7an

 be face=to=face or via telephone.

A Promotion"- Incentives designed to stimulate the purchase or sale of a product,

usually in the short term. E4amplesA 7oupons, sweepstakes, contests, product

samples, rebates, tie=ins, self=liquidating premiums, trade shows, trade=ins, and

e4hibitions.

Pu,lic relation" - *aid intimate stimulation of supply for a product, service, or

 business unit by planting significant news about it or a favorable presentation of it

in the media. E4amplesA +ewspaper and maga:ine articlesreports, -)s and radio

 presentations, charitable contributions, speeches, issue advertising, and seminars.

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Reie% of 6iterature

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Reie% Of 6iterature

In % oct %&&' Favid 7. ;heelock had studied about the 8overnment Desponse to

7onsumer awarenessA essons from the 8reat. -hey studied about the -he 8reat

Fepression was the worst macroeconomic collapse in U.9. history. 9harp declines

in income and real estate values resulted in soaring mortgage delinquency rates.

/ccording to one estimate, as of $anuary 1, 1>0, fully one=half of U.9. home

mortgages were delinquent and, on average, some 1&&& survey were foreclosed

every business day. -his paper documents the increase in mortgage distress during

the Fepression, and discusses actions taken by state governments and the federalgovernment to reduce mortgage foreclosures and restore the functioning of the

mortgage market. 2any states imposed moratoria on both farm and nonfarm

residential mortgage foreclosures. /lthough moratoria reduced farm foreclosure

rates in the short run, they appear to have also reduced the supply of loans and

made credit more e4pensive for subsequent borrowers. -he federal government

took a number of steps to relieve residential mortgage distress and to promote the

recovery and growth of the national mortgage market. -he 6wners oan

7orporation was created in 1>00 to purchase and refinance delinquent home loans

as long=term, amorti:ing mortgages. Between 1>00 and 1>03, the acquired and

refinanced one million delinquent loans totaling C0.1 billion. -he refinanced loans

on some 1& percent of all nonfarm, owner=occupied dwellings in the United

9tates, and about %& percent of those with an outstanding mortgage. -he 8reat

Fepression e4perience suggests how foreclosures might be reduced during the

 present crisis.

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O,ectie

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O,ectie

Based on the problem the ob<ective of the research .which are as followsA

1.-o /nalyse brand loyalty of customers towards the companyOs products range

%./nalyse consumer satisfaction and sales promotion of )odafone overseas ltd.

for different cars.

0./nalyse the after sales service provided by )odafone

.-o find out the most preference channel.

".-o find out what should do to boost customer awareness.

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'cope of The 'tudy

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'COP* OF 'TUD(

-he survey was conducted amongst the leading in )odafone of their customer in

Felhi for awareness of *roduct. -his pro<ect helped in gaining knowledge in

9atisfaction field.

-his pro<ect helped as medium to have direct contact in the market and financial

services.

-heoretical knowledge substituted with practical e4posure helped in gaining an

in depth knowledge about the sub<ect matter.

-his pro<ect helped in understanding the prospective of communication

services, and financial services.

-hese pro<ects helped in gaining market condition mean which type of services

sold by various 7ompanies.

*rovides all the crucial information on )odafone required for business and

competitor intelligence needs

Fata is supplemented with details on )odafone history, key e4ecutives,

 business description, locations and subsidiaries as well as a list of products and

services and the latest available statement from )odafone company.

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Re"earch #ethodolo$y

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R*'*)RC& #*T&ODO6OG(

-he report is the result of a "urey which was undertaken in VOD)FON*.

-he ob<ectives of the pro<ect have been fulfilled by getting response from the

customer associated to these segments through a personal interview in the form of

a ?ue"tionnaire. -he responses available through the questionnaire are used to

evaluate the brand loyalty for the products of )6F/6+E and the willingness of

the customer to purchase its products on future.

-he pro<ect also covers an analysis of the switch over of customers to

7ompetitorsO products in the market.

T&* R*'*)RC& PROB6*#

-he problem formulation is the first step to a successful research process. -he

 pro<ect undertake the problem of analy:ing the customer satisfaction level of the

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vodafone and to find the marketing sales promotion of the product in comparison

to other products.

T&* D)T) 'OURC*

-he data has been taken from two sources

Primary data "ource

-he primary data source has been collected through questionnaire by personally

interviewing each respondent on a number of queries structured

in a questionnaire.

'econdary data "ource

9econdary data was collected from following sources

*rior research reports

;ebsites

Books

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 +ewspaper 

*ersonal consultation

T&* ')#P6* 'I*

-he sample si:e consists of "0 unit" out of which the most logical and non biased

response are selected thus the sample si:e is taken out to be "0 unit"+

6imitation

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  6imitation

-hough, best efforts have been made to make the study fair, transparent and error

free. But there might be some inevitable and inherent limitations. -hough outright

measure are undertaken to make the report most accurate.

-he limitation of the survey are narrated belowA

-he pro<ect is valid for )odafone only.

It was not possible to cover each and every showroom due to time constrains.

-here may be some biased response from the respondents

9ome respondents did not provide the full data.

Unwillingness on the part of the customers to disclose the information as per

the questionnaire.

-he decisiveness on the part of the customers regarding some question hence

difficulty faced in recording and analy:ing the data.

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Fata /nalysis QInterpretation

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1. J Information source about )odafone P

Informational

source

 +ews

 paper

-.)

ad

-rade

show

Internet *eer

group

*ersonal

approach by

dealer

 +o of

Despondent

! % 1& 1 %1 1

No. of respondent

13%4%

18%

2%38%

25%

News paperT.V ad

Trade show

Internet

Peer group

Personal approach b dealer

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Interpretation

-here are different sources the personal approach by dealer is 15,the peer group

was %15,trade show 1&5,news paper was !5,tv ad was %5 and last is15.

4+ - ;hich language +ews paper and -.) channel do you preferP

No. of

respondent

!"nd" 1#

$ngl"sh 2&ther 5

No. of respondent

38%

52%

1'%

!"nd" $ngl"sh &ther

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Interpretation

-he respondent were used English newspaper "%5,and 0'5 used @indi news

 paper and rest of use 1&5 other news paper.

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A+ - @ave you seen )odafone /dvertisement #print ad or -.) commercial(P

 +o. of

respondent

*rint ad 0!

-.) commercial 10

Interpretation

-he responds!5 was seen advertisement by printed ad and the %35 was seen by

-v commercial ad.

+ - ;as that /dvertisement effectiveP

No. of respondent

(4%

2%

Pr"nt ad T.V co))erc"al

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 +o. of respondent

Nes 1

 +o >

Interpretation

-he people were viewed and say '%5 are effective and rest of 1'5 are say that

not effective.

No. of respondent

82%

18%

*es No

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/+ - ;hat was the influencing power of advertisementP

Fiscount Brand

ambassador 

ree gifts performance

 +o. of

respondent

  0 0 % 11

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Interpretation

7ustomer influenced by mainly discount after that performance, then brand

ambassador and free gifts.

E+ - @ow many times do you see )6F/6+E and competitors advertisementP

No. of respondent

8%%

4%

22%

+"scount ,rand a)bassador -ree g"fts Perfor)ance

)onthl/ 0eel/ da"l/ 15 das/

No. of

respondent

# 13 1( 11

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Interpretation

*eople were seen advertisement %35 weekly,1'5 people seen monthly,05seen

daily and lastly people seen %%5 in 1" days.

No. of respondent

18%

2%

34%

22%

)onthl/ 0eel/

 da"l/ 15 +as/

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+ - ;hich company /dvertisement is effectiveP *lease rank 1 to " as below.

  Dating 9cale

)odafone B9+ /irtel other  

 +o. of

respondent

1 0 %

Interpretation

-he people think that the advertisement of )odafone is more effective rather than

the /irtel,B9+ and other networks companies.

No. of respondent

4'%

1'%3'%

2'%

Vodafone ,N "rtel &ther  

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2+ - ;hat is the influencing power of the advertisementP

9ervices -echnology coveragearea

-ariffcharges

 +o. of

respondent

%1 1! '

No. of respondent

42%

8%

34%

1%

er"ce Technolog 6oerage area Tar"ff charges

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Interpretation

-he main thing which influence people are services of their network which is

more important after that coverage area, technology and coverage area.

9+ - ;hich additional benefit attract you for )6F/6+E P

,enef"ts +"scount -ree

accessor"es

-ree

g"ft

$7tended

warrant

er"ce &ffers perfor)ance

No. ofrespondent

1# 2 4 3 ( 5 12

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Interpretation

-he most benefit thing for people are discount after that performance than

e4tended warranty after that free gifts.

No. of respondent

34%

4%8%%14%

1'%

24%

+"scount -ree accessor"es -ree g"ft

$7tended warrant er"ce &ffers

Perfor)ance

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10+ ;hich feature do you most like in )odafone P

Interpretation

 ttr"butes er"ces custo)er

care

el"able No

threats

coerage

area

perfor)ance

No. of

respondent

4 2 22 3 13

No. of respondent

8% 4%

12%

44%

%

2%

er"ces 6usto)er care el"able No Threats 6.V. Perfor)ance

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irstly people likes no threats problem and after that performance then 7),and

after that reliable.

11+ ;hich part of promotional activity do you most prefer to buy a

)6F/6+E P

*lease rank 1 to 1"

2% %2%

1'%

8%

4%

1%2%

14%

1'%

4%2%

12%

2% %

Trade how +"scount -ree g"ft afet feature

Perfor)ance er"ces clear o"ce pec"al Pacage

9 fac"l"t Net perfor)ance s)alltop w"ths)s &er all feature

Technolog ,rand )bassador Internet fac"l"t

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Interpretation

irstly more people like facility of clear voice, after that 929 facility then

technology, special package,services,net performance, safety feature.

1%. 9ales promotion activity for )odafone eedback from customer 

No. of respondent

  -a"r 13

  :ood 1#

  $7cellent 18

No. of respondent

2%

38%

3%

  -a"r :ood $7cellent

Interpretation

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1' person thinks that the performance of the )odafone is very good.

R*CO##*ND)TION'

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Recommendation"

• 7ommunication 7ompany needs to give the training of the Individual

inancial /dvisors about the 9cheme and its ob<ective, because they

are the main source to influence the investors.

•  Before making any investment inancial /dvisors should first enquire

about the risk tolerance of the investorscustomers, their need and time

#how long they want to invest(. By considering these three things they

can take the customers into consideration.

• Nounger people aged under 0" will be a key new customer group into

the future, so making greater efforts with younger customers who show

some interest in investing should pay off.

• 7ustomers with graduate level education are easier to sell to and there

is a large untapped market there. -o succeed however, advisors must

 provide sound advice and high quality.

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Findin$"

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I+FI+89

• -here is a communication gap in distribution channel so retailers are not

getting advantage of discounting Q trade scheme.

• 7ompany sales e4ecutive should inspect the market time to time while they

do not take interest so that some retailers are unsatisfied with company.

• If retailerOs complaints regarding discounting Q trade scheme then he is not

responded properly.

•

Detailers do not get the companyOs actual schemes.

• Fistributors have not maintained proper stock so that retailers do not get all

the products by which sale, discounting Q trade schemes are affected.

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Conclu"ion

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CONC6U'ION

-his effort for the innovation in sales promotion of car will help the road shows,

-) /dvertisement, 2outh publicity etc.

/nd other thing is provide some offers like Fiscount, Fiwali offers, ree 8ift like

music system, /ccessories etc.

2y pro<ect is a key to open the door of greater comfort to the middle segment. In

this age of electronic sector who is given tractor in low prices they will blow like

sun and )odafone product is low prices.

-he customers of )odafone are brand loyal with only a small percent want to

shift over to other brands. -rying of other brands by customers is mainly

 because the customer wants to try something new.

-he performance of )6F/6+E product good in comparison to other

 brands.

2ileage is the basic feature influencing brand loyalty.

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-he best selling product of Electronics good )6F/6+E , 9amsung, least

selling is /irtel.

-he competition of )6F/6+E product is ma<orly with B9+.

Fue to high brand loyalty the customers of )odafone product recommend it

 product to others ike )odafone product .

-he customers are satisfied with the product range of )odafone product.

BIB6IOGR)P&(BIB6IOGR)P&(

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  BIB6IOGR)P&(

BOO;'

• K6-ED *@II*9, 2/DKE-I+8 2/+/8E2E+-, *UBI9@EF BN *DE+-I7E

@/ 6 I+FI/ *)-.-F.

• //KED KU2/D F/N, 2/DKE-I+8 DE9E/D7@ #)G)IN*'

• BU9I+E99 I+FI/

• BU9I+E99 ;6DF

.*B'IT*'<

• @--*A ;;;.76/I.762

• @--*A;;;.-D/I.762

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• @--*AE76+62I79-I2E.762

• @--*AK@6$.762

• @--*A(E+.;IKI*EFI/.6D8;IKIB@/D-I /ID-EY-EI762IFI/

)nne=ure

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HUTIONN)R*

 +ame Q /ddress of the customer

6ccupation 6ther )ehicle 6wned

/ge

/nnual Income

1. = @ow you become interested about )6F/6+E P

#1( +ews paper #%( -.) ad #0( -rade show

#( Internet #"( *eer group #3( *ersonal approach by dealer

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4+ - ;hich language +ews paper and -.) channel do you preferP

#1( @indi #%( English #0( 6ther

A+ - @ave you seen )odafone /dvertisement #print ad or -.) commercial(P

  Nes +o

*rint ad -.) commercial

+ - ;as that /dvertisement effectiveP

#1( Nes #%( +o

/+ - ;hat was the influencing power of advertisementP

E+ - @ow many times do you see )6F/6+E and competitors advertisement at

-.) in +ews paperP

 

#1( Faily #%( ;eekly #0( 2onthly #( @ardly

+ - ;hich company /dvertisement is effectiveP *lease rank 1 to " as below cars.

  Dating 9cale= 1 % 0 "

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  *oor 9o 9o air 8ood E4cellent

2+ - ;hat is the influencing power of the advertisementP

9+ - ;hich additional benefit are you getting with )6F/6+E , B9+, /irtel,

6thersP

10+ ;hich feature do you most like in )6F/6+E product P

11+ ;hich part of promotion activity do you most prefer to buy a tractorP *lease

rank 1 to 1"

#1( -rade 9how

#%( Fiscount

#0( ree gift

#( 9afety feature

#"( performance

#3( coverage area

#!( call rate

#'( 9pecial *ackage

#>( performance

 

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14. 9ales promotion activity for )odafone eedback from customer.

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