INTRODUCTION Vodafone India is the second largest mobile network

operator in India by subscriber base, after Airtel with a market share of 21.54%. It is headquartered in Mumbai, Maharashtra. It has approximately 185 million customers as of June 2016. It offers both prepaid and post-paid GSM cellular phone coverage throughout India with better presence in the metros.

Vodafone India provides services on basis of 900 MHz and 1800 MHz digital GSM technology. Vodafone India launched 3G services in the country in the January–March quarter of 2011 and has launched its 4G services in India starting from Kochi in Kerala in December 2015 and has expanded in 8 circles.

PROBLEM STATEMENT A new competitor has entered into the market. The

competitor is Reliance Jio which has launched its 4g services on September 5, 2016. They have offered tariff plans at a very low rate and have offered free 4g and calls free till 31st March 2017. There is a lot of difference between Vodafone’s and Jio’s tariff plans.

Jio has got 35 million subscribers in just two months and might affect us badly due to its free services.

All the players of telecom industry is facing challenge with the arrival of Reliance Jio, which is offering very low tariff plans.

Vodafone needs to act immediately to tackle this issue.

STRENGHTSHigh Brand awareness

Superior customer serviceDiversified geographical

portfolioHigh profitability

WEAKNESS4g in only 8 circles

Weak brand ambassadorExpensive

OPPRTUNITIESNetwork infrastructure

Conquer growing emerging markets

Emerging WIMAX technology

THREATSHighly competitive market

Increased usage of whatsapp, skype for calling

SWOT

COMPETITOR ANALYSISCompetitor Establis

hed year

Size(revenue(in $US)

Market share (%)

Value to customers

Strengths Weaknesses

RELIANCE JIO 5 september, 2016

- 20(estimate

d)

Low cost 1.Low tariff2. Very wide network

1. Late entry2. Weak connection

AIRTEL 1995 14 billion

31.7 Top Indian brand

1.Largest cellular service provider.2.High brand visibility3.Strong advertising

1.Untapped rural market2. Price competition

IDEA 1995 5.3 billion

22.7 Big brand and connection

1.Flexible plans2.High brand3.celebrity

1.Untapped rural market2.Price competition

BSNL 2000 4.9 billion

10 Reasonable prices

1.Excellent network coverage

1.Low brand visibility2.Suffers from high call dropping rate

SEGMENTATIONGEOGRAPHIC

COUNTRY :IndiaCITY: All over country

DENSITY: Highly populated

CLIMATE: Every climate

DEMOGRAPHICAGE: 16+

GENDER: AllFAMILY: 1, 2, 5+..

INCOME: Low, middle, high

PYSCHOGRAPHICSOCIAL CLASSES: Low,

middle, highLIFESTYLE: Regular

BEHAVIORALBENEFITS:

CommunicationUSAGE RATES: Strong

LOYALTY: ModerateREADINESS: Aware,

informedATTITUDE: Positive

TARGETING 1. B2C market:

Reaching masses with their old and new plan called HAPPY PLAN for all existing customers.

2. B2B Market: Recently launched plans and packages for SMEs as well as large scale businesses which can be customized according to their needs.

3. Value Added Services and Discounts: To target home-makers, students & professionals

POSITIONING

MORE BENEFITS AT A LESSER PRICE

PRODUCT

VOICE SERVICES Outgoing voice Incoming voice Roaming voiceMESSAGING SERVICES Text Messages Multimedia Messages

MOBILE DATA SERVICES 2G 3G 4G

M-PESA Mobile phone-based money transfer,

financing and micro financing service, launched in 2007.

VODAFONE APP STORE Provides apps like Vodafone protect,

Vodafone call+, Vodafone net perform, Vodafone start, music, TV and sports channel etc.

PRICE Vodafone will provide prepaid services for 31days

instead of 28days. The plan for prepaid services will provide slightly more

call hours and data services than provided to post-paid users.

₹0.08/mb will be charged after the initial data plan is exhausted.

Night calling plan(11pm-5am) for ₹100/ month for post-paid users and ₹4/day for prepaid users. This will attract youth between 15-30 years.

For post-paid users, you can pay your bill whenever you wish. Choose your bill plan starting date and also choose whether you want the bill after 1 month or 2 months.

₹2030 minutes free calls for 1 month

duration.

₹100Voice: Free (To All Network)Data: 1 GB+Unlimited at night for 1 month duration.

₹150Voice: Free (To All Network)Data: 2 GB+ Unlimited at

night for 1 month duration.

₹250Voice: Free (To All Network)Data: 5 GB+ Unlimited at

night

HAPPY PLAN

₹500Voice: Free (To All Network)Data: 5 GB+ Unlimited at night+free Vodafone Live tv and no internet would be charged using application

₹1000Voice: Free (To All Network)

Data: Unlimited

₹5010% of on all international

calls₹100

10% of on all international calls

HAPPY PLAN

PLACE Vodafone is now one of the India’s largest

retailers with over 9800 retail stores.

It covers over 1.54 million sq.ft. and it attracts more than 115 million footfalls annually.

Vodafone India can now be counted amongst the largest retailers in the country.

Following are the top five states of Vodafone India base statistics as on April, 2016:

Telecom Cicle No. of Subscribers

Gujarat 15,801,117

Uttar Pradesh(East) 14,526,236

Maharashtra 12,977,123

West Bengal 11,165,667

Tamil Nadu 9,777,927

MARKET SHARE

28%

21%

15%

17%

19% AirtelVodafoneBsnlIdeaOthers

Total number of Vodafone India Subscribers : 141,519,840, i.e. 21.54% of the total subscribers.

PROMOTION Free schemes: The company has rolled out a ‘free’

data plan offering 10 GB 4G mobile data at the cost of 1 GB data. This is mainly to build a strong customer base and to retain its old customers.

Improved Customer Service: To help the customers tide over the demonetisation period Vodafone has extended the post paid bill payment deadline by 3 days in Mumbai.

Strong Brand Ambassador: The brand promise tells the audiences who you are, what you believe in, and what unique value you provide.

ATL( promotional activities): Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively

ZooZoos: The Vodafone ZooZoos were more than an advertising piece; they created buzz for themselves that increased the campaign's impact manifold!

Influential marketing: Companies of all sizes must learn who their key influencers are and develop relationships with them.

Digital marketing: Vodafone will offer free subscription to its Vodafone users by downloading the Vodafone Play app to all its customers till 31st December. The app offers 14000 film titles,180 TV channels, and a huge catalogue of music.

Utilize a ‘We’re Back campaign’ to emphasize the business recent improvements

Collaborating with UBER/OLA: To all the Vodafone customers taking uber or ola ride will get a 5% discount for all the rides.

PHYSICAL EVIDENCE Services as we know are largely intangible when marketing.

However customers tend to rely on physical cues to help them evaluate the product before they buy it

The role of the marketer is to design and implement such tangible evidence. Physical evidence is the material part of a service.

The Vodafone stores, their merchandise like sim cards, handsets etc, their website, personnel etc all contribute to the physical evidence of the company

However customers tend to rely on physical cues to help them evaluate the Services as we know are largely intangible when marketing.

However customers tend to rely on physical cues to help them evaluate the product before they buy it

The role of the marketer is to design and implement such tangible evidence. Physical evidence is the material part of a service.

The Vodafone stores, their merchandise like sim cards, handsets etc, their website, personnel etc all contribute to the physical evidence of the company

 before they buy it

The role of the marketer is to design and implement such tangible evidence. Physical evidence is the material part of a service.

The Vodafone stores, their merchandise like sim cards, handsets etc, their website, personnel etc all contribute to the physical evidence of the company

PEOPLE To attract, develop and retain best people, Vodafone

offers an inclusive workplace where we recognize and develop talent and promote wellbeing.

Annual Global People Survey act as a monitor of how engaged and satisfied our people are with us as an employer. This feedback is used to assess managers based on the experience they create for their team, and to drive improvements in the way we run our business.

The new strapline for Vodafone employer brand

empowers people to shape their world

use our Mobile for Good programme to deliver benefits to

society through the work of the Vodafone

Foundation

offer employees a world of opportunities

provide exceptional work to exceptional

people

We’re at our best when you’re at

yours

PROCESS

Fully Connecte

d CRM

Vodafone Red Box

24X7 assistan

ce

Smart Crew

Super-Fast

Activation

Kiosks Customer Routing

PRIMARY RESEARCH

PRESENTED BY:Priyanka JhaUday Mehta

Aastha SinghJasmeet Kaur