TABLE OF CONTENTS:

SR.

CONTENTS

Chapter 1

Introduction

Objectives of the study

Scope of the study

Importance of the study

Research Methodology
Chapter 2
Literature Review

Chapter 3
Theoretical Perspective

Chapter 4

Data Analysis and Interpretations

Chapter 5

Findings

Recommendations

Conclusions

Limitations
Bibliography

Annexure

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 optimal , actual, feelings,
cause and solutions. On the other hand critical analyses means appraisal based
on careful analytical evaluation. And in simple 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 marketing activities of

Vodafone as well as careful

analytical evaluation of Vodafone marketing activities and the examination and

evaluation of the relevant information to select the best course of action from
among various alternatives writing a critical paper requires two steps: critical
reading and critical writing.

Critical reading:
1. Identify the author's thesis and purpose..
2. Analyze the structure of the passage by identifying all main ideas
3. Consult a dictionary or encyclopedia to understand material that is
unfamiliar to you.
4. Make an outline of the work or write a description of it.
5. Write a summary of the work.
6. Determine the purpose which could be
o

To inform with factual material.

To persuade with appeal to reason or emotions.

To entertain (to affect people's emotions).

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

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

accurately, with order and coherence?

If the purpose is to persuade, look for evidence, logical reasoning,

contrary evidence

If the purpose was to entertain, determine how emotions are affected:

does it make you laugh, cry, angry? Why did it affect you?

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

SAMPLE OUTLINE FOR CRITICAL ESSAY

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

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

the work.

A. Information about the work

1. Title
2. Author
3. Publication information
4. Statement of topic and purpose
B. Thesis statement indicating writer's main reaction to the work

II. Summary or description of the work

III. Interpretation and/or evaluation

A. Discussion of the work's organization
B. Discussion of the work's style
C. Effectiveness
D. Discussion of the topic's treatment
E. Discussion of appeal to a particular audience

Objective of Study:
Following are the main objective to study about the customer satisfaction on
Vodafone To study customer satisfaction level of Vodafone.
To study various Marketing activities provided by Vodafone.
To study the various services provided by Vodafone
Scope of the study:

To conduct this research the target population was the mobile

users, who arousing GSM technology.

Sample size of 100 respondents was taken.

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

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 of 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.

Research methodology
Marketing research means the systematic gathering, recording, analyzing of
data about problems relating to the marketing of goods and services
. The systematic conduct of research requires:
Orderliness, in which the measurements are accurate.
Impartiality in analysis and interpretation.
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.

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. The Research
Design is: Descriptive Research Design

Data Collection and Sampling:

A) Sources of Data Collection: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.
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.

Research Analysis of VODAFONE : The research for critical analysis of

marketing activities of VODAFONE shows that it has provided many schemes
and policies for customer satisfaction. VODAFONE also introduces new releases
in the market which are:

WEBBOX:

The Vodafone Webbox, the first device of its kind, bringing affordable
internet access to a customers existing television set, just by plugging in a
keyboard.

The Webbox is a Vodafone innovation developed specifically for

customers in emerging markets, where technology and cost barriers often
exclude many from enjoying affordable, ready internet access at home or
in the workplace.

A sleek, black, 14 x 25cm QWERTY keyboard, the Webbox uses

standard RCA connectors to plug into the television. With no set-up
required, the plug and play keyboard converts any standard domestic
television into an internet portal.

The Web box is a simple yet very innovative product. It has the potential to
make a powerful difference in the lives of people in emerging markets who
have limited access to the internet , but where TV penetration is typically
very high. The simplicity of the product is striking it brings the internet to
the TV, be that at home for the family, in schools for education or in small
businesses to assist local economic growth.

The Webbox home screen allows the customer to navigate easily between
the core services: Opera Mini 5.1 internet access; SMS and email
messaging; internet search and media services including FM radio and a
photo gallery tool, as well as a music player.

RESEARCH ON VODAFONE WEBBOX:

The WebBoxs biggest drawback and the reason I dont think it will fly off the
shelves is that consumers (and remember the target market) are charged
Vodacoms prepaid data tariffs. Though Vodacom says 50MB/month should be
sufficient for the average household, consumers are likely to be put off by the fact
that costs are variable.
Vodacom ought to have taken a leaf out of BlackBerrys book with the
introduction of this product, offering unlimited on-device browsing for a set
monthly amount, perhaps R50/month. Given that the device doesnt support 3G,
has limited on-board storage, and only works when connected to a TV, the
operator could have done more to offer worry-free browsing to consumers.

Nexus S: Vodafone Handset:

The worlds first handset to come powered by the latest version of the Android
platform known as Gingerbread, Nexus S is packed with Google s powerful
technology and the latest Samsung hardware features.
Vodafone

offer customers a leading smartphone range that includes the latest

innovations in product and user experience.

Nexus S integrates Samsungs best-in-class hardware and technology with
Androids stunning new features and user experiences. Nexus S enables users
to enjoy the latest mobile technology and faster multimedia content with an
intuitive user experience."

RESEARCH ON NEXUS-SThe Google Nexus was supposed to draw the attention of the potential iPhone
buyers but unfortunately it failed to do so. Compared to Apple's service, Google
rather relied on emails and online support rather than a proper customer service
which was a significant drawback. The features which led down the overall
appeal of this phone includes lack of internal storage, poor camera quality even
being a 5 megapixel, useless tracking ball, no mute button and many more.
Overall, the Google Nexus is a smart phone but it should have not promised what
is hard to deliver, i.e., Perfection.

Vodafone launches worlds first prepay phone with Facebook :

Vodafone announced the worlds first designated prepay phone specifically

designed to put the Facebook experience into the heart of the handset, allowing
people to easily share and connect with their friends when theyre on the move.
The Vodafone 555 Blue, developed in collaboration with Facebook, puts popular
social networking functions from status updates to sharing a photo into the
hands of millions of people in an attractive, intuitive and competitively priced
mobile phone.

Powering the new era of mobile social networking

Every aspect of the Vodafone 555 Blue design reflects peoples desire to stay upto-date and communicate with their friends anytime, anywhere.

Ready to go, straight out of the box: Facebook is built into the handsets
core its running the moment the customer turns on the mobile phone.

Truly integrated messaging: Facebook messages appear in the

handsets inbox alongside texts and email.

Simple photo-sharing: photos taken using the Vodafone 555 Blues 2

megapixel camera can be shared with friends with a single click.

Easy to stay in contact: friends Facebook profiles are automatically

synchronised in the Vodafone 555 Blues address book.

Always available: the Vodafone 555 Blue updates regularly in the

background, flagging new items on the homescreen and quickly loading
them when opened.

One-click control: the customisable

Facebook F button can be

assigned to one of a number of tasks, including instantly posting a status

update with photos from the gallery or with links from the browser.

Attractive form-factor: touch navigation, 2.4 landscape display and

QWERTY keypad are ideal for typing chat, email and status updates.

RESEARCH ON VODAFONE FIRST PREPAY FACEBOOK

For starters, this aint no Android phone. Its actually being made for Vodafone
by Chinese manufacturer, TCL, which has acquired the Alcatel brand. As such
the 555 appears to be running a proprietary OS with all the Facebook bits shoehorned in. The other thing is that this aint really

no smartphone either. Its not

3G its top speed is EDGE (just like the original iPhone). Vodafone 555 Blue
download all Facebook stuff in the background a technique pioneered by RIM
with the BlackBerry (only with email not Facebook being trickled down) can be
called as (BlueBerry).

Vodafone offers Small and Medium Businesses a complete

cloud-based

communications

Microsoft Office :

and

IT

solution

with

Firms to benefit from integrated cloud communications services including hosted

telephony and connectivity for Fixed and Mobile and Microsoft Office 365
productivity tools.
Vodafone is to offer business customers a complete communications and IT
solution with Microsoft Office 365 alongside its hosted telephony service,
Vodafone One Net. This new service is the latest development in Vodafones
long-standing relationship with Microsoft Corp., which has focused on bringing
together the best communications services from both businesses to assist small
and medium sized firms (SMEs).
The combined offer will give businesses access to enterprise-class productivity
and telecoms services on a more affordable, rental basis. When used together,
they will enable employees to work from virtually anywhere and on almost any
device. In a competitive market, the services will enable SMEs with dispersed
workforces to operate as slickly as their larger rivals by accessing the kind of
tools and services that have traditionally only been available to bigger
companies.
Vodafone One Net, which has over 1.4 million users across Europe, gives SMEs
a simple, cost-effective, one bill solution for all fixed and mobile users. Intelligent
call routing means that no matter what number a customer dials it can be
answered on desk phones or mobile.

Microsoft Office 365 will give businesses cloud access to the latest Microsoft
productivity tools including email and calendar, Microsoft Office Web Apps,
collaboration tools, instant messaging and online meetings.

RESEARCH ON MS-OFFICE 365Benefits

Anytime, Anywhere Access

Professional Face for Your Business

Easily

Communicate

and

Collaborate

Inside

and

Outside

Your

Organization

Simple to Learn, Straightforward to Use

Email, Collaboration, and Online Meeting Solutions

Safety and Security- Seamless Coordination with the Tools You Already
Know

No Requirement for Advanced IT Knowledge

99.9-Percent Availability, Money-Back Guarantee

Disadvantages-

It is actually over integrated, meaning users only get the programs full
potential if they rely on Windows and/or Windows-based products
such as the Windows Phone 7.

The Microsoft 365 is that it gives the user all of the features of the
program and it cannot be scaled back to fit your exact needs.

LITERATURE REVIEW:
Article- 1
Want To Keep Customers & Create Profits? These 5 Positivity
Pointers Can Help You Enhance Your Customer Experience

By Joanna Brandi
Theres no doubt about it; customer loyalty is key to profitability. A mere five
percent increase in your customer retention could as much as double your
bottom line profits! On the flip side, it costs anywhere from 6-30 times more to get
new customers than it does to keep the ones you have that is, if theyll stay!
Here are 5 positivity pointers to keep in mind so you can reap the rewards of
creating more awesome experiences for your customers, co-workers and
yourself:
1. Positive thinking is a habit.
Some people are born with a positive outlook; others have to work hard at
shifting their focus away from depressing media stories and from the things that
are going wrong in their own lives.
2. Positive thinking is a choice. As with the creation of any new habits, the first
step is to choose to do it, to commit to and intend to be positive. At first, learning
what keeps you in a positive state of mind and remembering to make time to use
those tools can be challenging especially when youre focused on professional
or personal goals that require a lot of your time and energy.
3. A Positive Attitude makes change easier to take.
Change happens all the time in every aspect of life and its happening
especially fast in todays business world. If we dont keep up, we fall behind
and no business today has that luxury.

5. No one likes you when youre grumpy.

Sure the people who love you still love you even when you go through a grumpy
spell. But that doesnt mean anyone likes you while youre in a foul state of mind.
Customers dont like a grump, co-workers dont like a grump, bosses dont like a
grumpnobody likes a grump! Altitude.

Article 2
No Guts, No Glory: 10 Ways to Ease Into Empowerment
By: Joanna Brandi
In todays business world this kind of performance cannot be achieved without
empowerment. Its a word thats gotten a bad rap in the last few years as
companies without a full understanding of what it really means attempted to push
power, without authority, to the front lines. When implemented poorly as a one
time event, empowerment initiatives do more harm than good. When
implemented as an ongoing process, it liberates the brilliance of your workforce,
re-energizes your organization and thrills your customers! In its broadest sense,
say Dennis T. Jaffe and Cynthia Scott, authors of Take This Job and Love It,
empowerment means, "the organization shifts from limiting the power to
determine its future and how it will get there to a few top executives, to include
every level of the organization in the process." It takes guts to do this, to create
and sustain an empowerment process. It requires courage to look within,
challenge old assumptions and embrace new ideas from people at every level.

THEORETICLE PERSPECTIVE
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.
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.

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.

Vodafone Profile:

Type

Public limited company

Traded as

LSE: VOD NASDAQ: VOD

Industry

Telecommunications

Predecessor(s)

Racal Telecom (1983 to 1991)

Founded

1991

Headquarters

London, United Kingdom, European Union

Area served

Worldwide
Gerard

Kleisterlee

(Chairman)

Key people
Vittorio Colao (CEO)
Fixed line and mobile telephony, Internet services, digital
Products
television
Revenue

45.884 billion (2011)

Operating income 5.596 billion (2011)

Profit

7.870 billion (2011)

Total assets

151.22 billion (2011)

Total equity

87.55 billion (2011)

Employees

83,862 (2011)

Website

www.vodafone.com

VODAFONE: 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 is on 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, as in December 2000. The company has
been a prime mover in introducing these value-added services in the Delhi circle.

Vodafone Logo

PRODUCT SERVICES:
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.
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 Zoo zoo fans across India. Vodafone customers
can now get special Zoo zoo 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 Zoo zoo DVD.

Other Services
Dial 600 to activate:
To activate these values added services on your Vodafone phone simply dial 600
and access our Interactive Voice Response system.
SMS:
Message your family and friends through Vodafone SMS Services. It's
convenient and affordable. Communicate with cell phone users in over 100
countries and anywhere in India - by sending and receiving text msg.
Pay just Rs. 1.50 per message for sending SMS anywhere across the country.

Vodafone Online:
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).
Dial-in Services
Vodafone brings you more conveniences at your fingertips. Use our Dial-inServices to check cricket scores, horoscope, up-to-the minute news and other
relevant information on services that touch your everyday life. All Dial-in-Services
carry

flat

charge

of

Rs

per

Here's a shortlist of services you can access

minute

(1

min

pulse).

Service

Number

NDTV Online

123

Info Line

301

Dial-n-Deliver

306

Cricket Online

123

Tarot Line

314

Cell Rashi

315

Dial-a-Pizza

303

Dial-a-Cab

335

Voice Response Service 123

There are occasions when you may not want to take a call, or your Vodafone
phone maybe busy or simply unreachable. By paying a nominal monthly access
fee, you can now retrieve your messages at your convenience. Even if you are
roaming, you can retrieve your messages from your voice mailbox through a
fixed line, anywhere on earth.

Your Vodafone voicemail can:

Hold up over 17 messages at a time.

Receive a message that lasts up to 90 seconds.

Store a message for as long as you want.

You can also record your voice signature and welcome message.

Call Management Services

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

RoamingNow 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
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.
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.

VODAFONE ESSAR

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.

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.

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 the 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. According to the latest press release from
Vodafone Globally, Vodafone already provides enhanced 3G services to a large
number of customers. Vodafone is ready for 3G, and are committed to bringing
these benefits to our Indian subscribers, said Marten Pieters, managing director,
Vodafone Essar. Nokia Siemens Networks is the 3G leader and we view our
relationship as a strategic alliance built around delivering and maintaining the
high-quality service which Vodafone customers expect.
We are committed to implementing a smart 3G network for Vodafone Essar
based on combining our global experience with local expertise and resources,
said Urs Pennanen, head of Nokia Siemens Networks in India. We are fully
geared-up for a speedy implementation of the 3G network, optimizing existing
GSM technology to reduce the total cost of ownership for the operator.
Subscribers can expect exciting new mobile broadband services and seamless
interoperability between 2G and 3G networks.

Group History and Recent Developments

Vodacom Group and Vodacom SA were incorporated in South Africa in 1993 as a
joint venture between Telkom, Vodafone and VenFin Limited ("VenFin"). The
Group launched one of Africa's first GSM networks in South Africa in 1994.
Vodacom Group's shareholders recognised the need for BEE investors and in
1996 a 5% stake in Vodacom Group was sold to a BEE company, Hosken
Consolidated Investments Limited ("HCI") (through Descarte Investments No 8
(Proprietary) Limited) for Rs118 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.
Prior to 20 April 2006, the entire issued share capital of Vodacom Group was
held as follows: 15% by VenFin, 35% by VHSA and 50% by Telkom. On 20 April
2006, Vodafone Group acquired the entire issued share capital of VenFin,
resulting in a change in the shareholding of Vodacom Group, with the issued
Vodacom Group shares being held as follows, 50% (in aggregate) by VHSA and
VTI, indirect wholly owned subsidiaries of Vodafone, and 50% by Telkom.
Vodacoms history shows a track record of innovation in the early
adoption of new technologies and in being first to market to offer new
services to our customers.
2010 First to launch 3G in INDIA

2009

Sale of Telkoms 15% interest to Vodafone Unbundling of Telkoms

Vodacom shares Listing on the JSE Limited

2008

Sale of 6.25% in Vodacom SA to BBBEE shareholders Vodacom

Business launched Acquisition of Gateway

2007 Acquisition of an interest in WBS (iBurst)
2006 Vodacom Ventures formed First to launch HSDPA in South Africa
2005 Launch of Vodafone live! in South Africa
2004 First to launch 3G in South Africa
2003 Vodacom launches GSM network in Mozambique
2002

First to launch GPRS and MMS in South Africa

Vodacom launches

GSM network in the DRC

2001 Launch of Vodacoms youth product 4U in South Africa
2000 Vodacom launches GSM network in Tanzania
1996

Sale of 5% stake in Vodacom Group to BEE shareholders

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

Launch of

Marketing Strategies

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.

DATA ANALYSIS AND INTREPRETATION

Q1) Do you have a mobile phone?

Suggestions

Yes

No

No. of respondents

93

Interpretation:

Suggestions

Yes No

No. of respondents

95

 93% of the respondents are have a mobile phone.

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

Q2) Are you aware about telecommunications services?

Interpretation:
95% of the respondents are aware
about telecommunications services.
5% are not aware.

3) Which operators service do you use?

Operators service name

No. of respondents

Vodafone

87

Airtel

29

Idea

17

Reliance

21

BSNL

Tata Indicom

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.

Q4) From which source you came to know about Vodafone?

Sources

No. of respondents

Advertisements

63

Hoardings

52

Newspapers

35

Mouth Publicity

26

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.

Q5) Since how long you are using Vodafone Services?

Time period

No. of respondents

Less than 1 month

12

2-6 months

19

6-12 months

22

More than 1 year

34

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.

Q6) Which of the following services do you use of Vodafone?

Services

No. of respondents

Pre-Paid

73

Post-paid

14

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

Q7)

Which services are more helpful to you while using Vodafone

Services?

Services

No. of respondents

Call Rates

27

SMS Rates

48

Network

36

Value Added Services

19

Interpretation:
37% of the respondents use Vodafone for SMS services.
14% of the respondents use Vodafone for Value Added Services.
28% of the respondents use Vodafone for network.
21% of the respondents use Vodafone for call rates.

Q8) Do you call at customer care?

Suggestions

Yes

No

No. of respondents

87

13

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

Q9) If yes, how often you call at customer care?

Time Period

No. of respondents

Daily

Once a week

16

Once a month

31

Occasionally

46

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.

Q10) For what reason you call at customer care?

Reasons

No. of respondents

Value Added Services

17

Information regarding new schemes

19

Complaining

34

Other queries

30

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.
Q11) Rate the following on the basis of your satisfaction.
Services

Excellent

Very Good

Fairly Good

Average

Poor

Network

31

29

17

SMS Rates

19

35

24

schemes 3

14

27

33

10

New

and offers
Customer Care

32

29

15

Recharge

12

28

31

14

20

43

19

Added 9

24

29

19

Outlets
Call Rates
Value
Services

Rate to Network:

Service

Excellent

Very Good

Fairly Good

Average

Poor

Network

36

33

20

Interpretation:
36% respondents are satisfy with Vodafones network excellent
33% respondents are rated very good,
20%rate for fairly good,
8% rate for average good
3% rate it poor.

SMS Rates:
Service

Excellent

Very Good

Fairly Good

Average

Poor

SMS Rates

22

40

28

Interpretation:
40% respondents are not rated in fairly good with the SMS rates of Vodafone
28% rate it average
22% rate it very good
7% of respondents rate it excellent
3% rate it poor.

New Schemes and Offers:

Service
New

Excellent

schemes 3

Very Good

Fairly Good

Average

Poor

16

31

38

12

and offers

1
Interpretation:
38% respondents rated average for new schemes and offers
31% respondents rated as fairly good
16% rated very good
12% and 3% rate it as poor and excellent respectively.

Customer Care:

Service

Excellent

Very Good

Fairly Good

Average

Poor

Customer Care

37

33

17

Interpretation:
37% respondents rate it as very good for customer care service.
33% rated fairly good for customer care service.
17% rated average for customer care service.
6% and 7% rate it as poor and excellent respectively

Recharge Outlets:

Service

Excellent

Very Good

Fairly Good

Average

Poor

Recharge

14

32

36

16

Outlets

Interpretation:
Recharge outlets of Vodafone are majorly rated on fairly good and very good
basis. 36% of the respondents rate it as fairly good.
32% rate it as very good.
16% rate it as average.
14% rate it excellent.
2% respondents rate it as poor.
Call Rates:
Service

Excellent

Very Good

Fairly Good

Average

Poor

Call Rates

23

49

22

Interpretation:
49% of respondents rate call rates of vodafone as fairly good,
23% rate it as very good
22% rate it as average
while 4% and 2% respondent rate it as poor and excellent respectively

Value Added Services:

Service
Value
Services

Excellent
Added 10

Very Good

Fairly Good

Average

Poor

28

33

22

Interpretation:
33% respondents rate it as fairly good.
28% rate it as very good.
22% rate it as average.
10% rate it as excellent,
7% poor respectively.

Q12) Why you are not using Vodafone Services?

Reasons

No. of respondents

Lack of awareness

High Prices

Poor Services

Poor Network

Interpretation:
6 dont use Vodafone services because of high prices.
3 respondents dont use Vodafone services because of poor services.
2 respondents each dont use vodafone services because of lack of awareness
and poor network.

Q13) Would you like to recommend Vodafone to others?

Suggestions

Yes

No

No. of respondents

90

10

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

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 .

Conclusion

 From the above analysis the researcher concludes that major respondents
are dissatisfied with some of the major services like call rates, SMS rates
and new schemes & offers.
Major respondents from all respondents use services of Vodafone.
Major customers of Vodafone are old customers so many of the
respondents are satisfied with the services of Vodafone and thus they
would like to recommend Vodafone to others.
Major respondents using Vodafone use pre-paid services compared to
post-paid services.
Major respondents are youngsters so they need more SMS facilities and
low call rates, but Vodafone dissatisfies these age group (18-25) as their
call rates and SMS rates are much high.

Suggestions

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

number of Post-Paid customers increase.
Vodafone should 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.

Limitations

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

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.

BIBLIOGRAPHY

Websites:
http://www.vodafone.com/start/media_relations/news/local_press_relea
ses/portugal/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
ANNEXURE
Name: ________________

Age: ___ years

Sex: Male/Female
Contact no.: ___________
Signature: __________

Q1) Do you have a mobile phone?

o Yes
o No

Q2) Are you aware about telecommunications service?

o Yes
o No

Q3) Which operators Service do you use?

o Vodafone
o Airtel
o Idea
o Reliance

(Multi-choice)

o BSNLTata Indicom ( If not Vodafone then go to Q12 )

Q4) From which source you came to know about Vodafone?

o Advertisement

(Multi-choice)

o Hoardings
o Newspapers
o Mouth Publicity

Q5) Since how long you are using Vodafone services?

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

Q6) Which of the following services do you use of Vodafone?

o Pre-paid
o Post-paid
Q7) Which services are more helpful to you while using Vodafone services?
o Call rates
o SMS service
o Network

(Multi-choice)

o Value Added Services

Q8) Dou you call at customer care?
o Yes
o No

Q9) If yes, how often you call at customer care?

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

Q10) For what reason you call at customer care?

o Value added services
o Information regarding new schemes
o Other queries
o Complaining

(Multichoice)

Q11) Rate the following services on the basis of your satisfaction.

Services

Excellent

Very

Fairly

Good

good

Average

Poor

Network
SMS rates
New

schemes

and

offers
Customer Care
Recharge outlets
Call Rates
Value Added Services

Q12) Why you are not using Vodafone services?

o

Lack of awareness

choice)
o

High Prices

Poor Servicesss

Poor network

Q13) Would you like to recommend Vodafone to others?

(Multi-

o Yes
o No

Q14) Give your suggestions to help in serve you better.

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________