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INTRODUCTION TO TOPIC

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
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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
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?

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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
o C. Effectiveness
o D. Discussion of the topic's treatment
o E. Discussion of appeal to a particular audience

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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.

Duri ng the study, on many occasi ons the respondent groups
gave us a col 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 METHODOLOGY
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.
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 .



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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

Article- 1
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
yourefocused on professional or personal goals that require a lot of your time and
energy.
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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
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
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
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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
process, it liberates the brilliance of your workforce, re-energizes your organization and
thrills your customers! In its broadest sense, say Dennis T. J affe 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.
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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RESEARCH METHODOLOGY
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.

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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
WAP in Delhi in October 2000, much before its rival Bharti. It has 5000 WAP customers,
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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.
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.
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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
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
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India - by sending and receiving text msg.
Pay just Rs. 1.50 per message for sending SMS anywhere across the country.
Vodafone Online:
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:
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).
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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.
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
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
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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
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
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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.
- 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

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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
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.
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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
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.
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2.5) VODAFONE ESSAR





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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.







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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
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implementation of the 3G network, optimizing existing GSM technology to reduce the
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 Devel opments
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.
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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.
2010 First to launch 3G in INDIA
2009 Sale of Telkoms 15% interest to Vodafone Unbundling of Telkoms Vodacom
shares Listing on the J SE 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


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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






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DATA ANALYSES
AND INTREPRETATION
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.


32
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.
33
2(a) Which operators service do you use?
Operators service name No. of respondents
Vodafone 87
Airtel 29
Idea 17
Reliance 21
BSNL 5
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.
34
Q3) From which source you came to know about Vodafone?







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.


Sources No. of respondents
Advertisements 63
Hoardings 52
Newspapers 35
Mouth Publicity 26
35
Q4) Since how long you are using Vodafone Services?







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.

Time period No. of respondents
Less than 1 month 12
2-6 months 19
6-12 months 22
More than 1 year 34
36
Q5) Which of the following services do you use of Vodafone?





Interpretation:
84% of the respondents use pre-paid service.
16% of the respondents use post-paid services.



Services No. of respondents
Pre-Paid 73
Post-paid 14
37
Q7) Which services are more helpful to you while using Vodafone
Services?






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.

Services No. of respondents
Call Rates 27
SMS Rates 48
Network 36
Value Added Services 19
38
Q7) Do you call at customer care?






Interpretation:
87% of the respondent calls at customer care.
13% respondents do not call at customer care.



Suggestions Yes No
No. of respondents 76 11
39
If yes, how often you call at customer care?







Interpretation
46% respondents here call customer care occasionally.
31% respondents respondents call customer care once a month.
16% of respondents call once a week.
7% daily respectively.
Q9) For what reason you call at customer care?
Time Period No. of respondents
Daily 5
Once a week 12
Once a month 24
Occasionally 35
40






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.



Reasons No. of respondents
Value Added Services 21
Information regarding new schemes 23
Complaining 42
Other queries 36
41
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
and offers
3 14 27 33 10
Customer Care 6 32 29 15 5
Recharge
Outlets
12 28 31 14 2
Call Rates 2 20 43 19 3
Value Added
Services
9 24 29 19 6


42
Rate to Network:
.


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.

Service Excellent Very Good Fairly Good Average Poor
Network 31 29 17 7 3
43
SMS Rates:


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.


Service Excellent Very Good Fairly Good Average Poor
SMS Rates 6 19 35 24 3
44
New Schemes 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.



Service Excellent Very Good Fairly Good Average Poor
New schemes
and offers
3 14 27 33 10
45
Customer Care:


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



Service Excellent Very Good Fairly Good Average Poor
Customer Care 6 32 29 15 5
46
Recharge 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.
Service Excellent Very Good Fairly Good Average Poor
Recharge
Outlets
12 28 31 14 2
47
Call Rates:


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



Service Excellent Very Good Fairly Good Average Poor
Call Rates 2 20 43 19 3
48

Value Added Services:


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.

Service Excellent Very Good Fairly Good Average Poor
Value Added
Services
9 24 29 19 6
49

Q12) Why you are not using Vodafone Services?







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.

Reasons No. of respondents
Lack of awareness 2
High Prices 6
Poor Services 3
Poor Network 2
50
Q13) Would you like to recommend Vodafone to others?





Interpretation:
90% of the Vodafone customers would like to recommend Vodafone services to others
10% of the Vodafone Customers wont recommend to others.





Suggestions Yes No
No. of respondents 78 9
51
Age analysis:





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.




Age Below 18 18-25 26-50 51 or above
Respondents 4 54 23 6
52


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 .




53
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.



54
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.
Vodafone should decrease call rates of STD and ISD.











55
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.

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.








56
BIBLIOGRAPHY
Websites:
http://www.vodafone.com/start/media_relations/news/local_press_releases/po
rtugal/portugal_press_release/vodafone_had_highest.html
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