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CASE STUDY ON

4 P’S OF

“VODAFONE”

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ABOUT VODAFONE COMPANY

Vodafone India, formerly Vodafone Essar and Hutchison Essar, is the

third largest mobile network operator in India after Airtel and Reliance

Communication by subscriber base.

It is based in Mumbai; Maharashtra. It has approximately 147.48 million

customers as of December 2012.

In July 2011, Vodafone Group agreed terms for the buy-out of its partner

Essar from its Indian mobile phone business. The UK firm paid $5.46

billion to its Indian counterpart to take Essar out of its 33% stake in the

Indian subsidiary. It will leave Vodafone owning 74% of the Indian

business, while the other 26% will be owned by Indian investors, in

compliance with Indian law.

On 11 February 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 8 May 2007. It offers both prepaid and postpaid GSM cellular

phone coverage throughout India with good presence in the metros.

Vodafone India provides 2.75G services based on 900 MHz and 1800

MHz digital GSM technology. Vodafone India launched 3G services in

the country in the January–March quarter of 2011 and plans to spend up

to $500 million within two years on its 3G networks.

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MARKETING MIX: 4 P’S OF VODAFONE

1. PRODUCT

VAS services of Vodafone are the products in consideration. As

mentioned earlier around 30 different services are provided by Vodafone.

Major product of Vodafone includes:-

Fixed line and mobile telephony

Internet services

Digital television

Vodafone branded handsets

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2. PRICE

Each of the VAS services are offered at a rate of Rs.30 in

general.

This price varied for different kinds of services.

Chota Recharge was available in various price ranges from

Rs.10. Other monthly VAS services were charged

accordingly.

3. PLACE

Most of the VAS services were promoted in urban areas and had urban

audiences in mind while providing services. Since most of the services

were luxury services, rural population could afford to spend extra

money on them.

For customer satisfaction Vodafone stores, Mini stores, Customer cares

office etc are provided by the company.

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4. PROMOTION

Promotion of Vodafone products to various target audiences is a vital part

of the management function.

Vodafone uses following promotion ways...

Television

The print media

Posters

Internet

Hoardings

Sponsors of various events

The VAS services of Vodafone were promoted using zoozoo ads and

various other ads before zoozoo.

The website has downloadable ringtones, videos, wallpapers,

screensavers etc. This allows for users to spread the message across and

thus more marketing can be achieved.

5. CONCLUSION

The prospective customers of Vodafone have changed from teenagers to

adults-including every family member to celebrate any occasion with

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Vodafone products.