CHAPTER 1

INTRODUCTION

INTRODUCTION
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Vodafone is the largest mobile telecommunications network company (as
measured by turnover) and has a market value of about £86 billion. It is
headquartered in Newbury, Berkshire, England. As of January 2007
Vodafone h/ad 200 million customers in 27 markets worldwide. In terms
of customers, therefore, only China Mobile is larger.

The company was founded in 1982 as a joint venture and the name was
derived from the newly-found company's goal of establishing both voice
(VO) and data (DA) services over a mobile telephone network.

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and

commenced operations in 1994 when its predecessor Hutchison Telecom
acquired the cellular license for Mumbai. Vodafone Essar now has
operations in 16 circles covering 86% of India's mobile customer base,
with over 41.1 million customers*. Over the years, Vodafone Essar, under
the Hutch brand, has been named the 'Most Respected Telecom
Company', the 'Best Mobile Service in the country' and the 'Most
Creative and Most Effective Advertiser of the Year'. Vodafone is the
world's leading international mobile communications company. It now
has operations in 25 countries across 5 continents and 40 partner
networks with over 200 million customers worldwide.

INDUSTRY PROFILE
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Introduction to the Telecom Industry in India

The telecom network in India is the fifth largest network in the world meeting up with
global standards. Presently, the Indian telecom industry is currently slated to an
estimated contribution of nearly I% to India's GDP.

Introduction

The Indian Telecommunications network with 110.01 million connections is the fifth
largest in the world and the second largest among the emerging economies of Asia.
Today, it is the fastest growing market in the world and represents unique
opportunities for U.S. companies in the stagnant global scenario. The total subscriber
base, which has grown by 609k in 2008, is expected to reach 450 million in
2009.According to Broadband Policy 2004, Government of India aims at 9 million
broadband connections and 18 million internet connections by 2009. The wireless
subscriber base has jumped from 33.69 million in 2004 to 82.57 million in 0Y2008-
2009. In the last 3 years, two out of every three new telephone subscribers were
wireless subscribers. Consequently, wireless now accounts for 54.6% of the total
telephone subscriber base, as compared to only 40% in 2007. Wireless subscriber
growth is expected to bypass 3.5 million new subscribers per month by 2009. The
wireless technologies currently in use are Global System for Mobile Communications
(GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and
5 CDMA operators providing mobile set-vices in 19 telecom circles and 4 metro
cities, covering 2000 towns across the country.

Major Players

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There are three types of players in telecom services:

• -State owned companies (BSNL and MTNL)

• -Private Indian owned companies (Reliance Infocom Tata Teleservices,)

• -Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea

Cellular, BPL Mobile, Spice Communications)

BSNL

On October 1, 2000 the Department of Telecom Operations, Government of India

became a corporation and was renamed Bharat Sanchar Nigam Limited
(BSNL).BSNL is now India's leading

Tele communications Company are the largest public sector undertaking. It has a
network of over 45 million lines covering 5000 towns with over 35 million telephone
connections. The state-controlled BSNL operates basic, cellular (GSM and COMA)
mobile, Internet and long distance services throughout India (except Delhi and
Mumbai). BSNL will be expanding the network in line with the Tenth Five-Year Plan
(1992-97). The aim is to provide a telephone density of 9.9 per hundred by March
2009. BSNL, which became the third operator of GSM mobile services in most
circles, is now planning to overtake Bharti to become the largest GSM operator in the
country. BSNL is also the largest operator in the Internet market, with a share of 21
per cent of the entire subscriber base.

BHARTI
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Established in 1985, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit, ranging from being the first mobile service
in Delhi, first private basic telephone service provider in the country, first Indian
company to provide comprehensive telecom services outside India in Seychelles and
first private sector service provider to launch National Long Distance Services in
India. Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting
investments in telecommunications services. Its subsidiaries operate telecom services
across India. Bharti's operations are broadly handled by two companies: the Mobility
group, which handles the mobile services in 16 circles out of a total 23 circles across
the country; and the Infotel group, which handles the NLD, ILD, fixed line,
broadband, data, and satellite-based services. Together they have so far deployed
around 23,000 km of optical fiber cables across the country, coupled with
approximately 1,500 nodes, and presence in around 200 locations. The group has a
total customer base of 6.45 million, of which 5.86 million are mobile and 588,000
fixed line customers, as of January 31, 2009. In mobile, Bharti's footprint extends
across 15 circles. Bharti Tee-Ventures' strategic objective is "to capitalize on the
growth opportunities the company believes are available in the Indian
telecommunications market andconsolidate its position to be the leading integrated
telecommunications services provider in key markets in India, with a focus on
providing mobile services".

MTNL

MTNL was set up on 1st April 1986 by the Government of India to upgrade the
quality of telecom services, expand the telecom network, and introduce new services

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and to raise revenue for telecom development needs of India's key metros — Delhi,
the political capital, and Mumbai, the business capital. In the past 17 years, the
company has taken rapid strides to emerge as India's leading and one of Asia's largest
telecom operating companies. The company has also been in the forefront of 4
technology induction by converting 100% of its telephone exchange network into the
state-of-the-art digital mode. The Govt. of India currently holds 56.25% stake in the
company. In the year 2008-09, the company's focus would be not only consolidating
the gains but also to focus on new areas of enterprise such as joint ventures for
projects outside India, entering into national long distance operation, widening the
cellular and CDMA-based WLL customer base, setting up intemet and allied services
on an all India basis. MTNL has over 5 million subscribers and 329,374 mobile
subscribers. While the market for fixed wire line phones is stagnating, MTNL faces
intense competition from the private players—Bharti, Hutchison and Idea Cellular,
Reliance Infocomm—in mobile services. MTNL recorded sales of Rs. 89.2 billion
($3.38 billion) in the year 2008-09, a decline of 5.8 per cent over the previous year's
annual turnover of Rs. 83.92 billion.

RELIANCE INFOCOMM

Reliance is a $16 billion integrated oil exploration to refinery to power and textiles
conglomerate. It is also an integrated telecom service provider with licenses for
mobile, fixed, domestic long distance and international services. Reliance Infocomm
offers a complete range of telecom services, covering mobile and fixed line telephony
including broadband, national and international long distance services, data services
and a wide range of value added services and applications. Reliance India Mobile, the
first of Infocomm's initiatives was launched on December 28, 2002. This marked the
beginning of Reliance's vision of ushering in a digital revolution in India by
becoming a major catalyst in improving quality of life and changing the face of India.
Reliance Infocomm plans to extend its efforts beyond the traditional value chain to
develop and deploy telecom solutions for India's farmers, businesses, hospitals,
government and public sector organizations. Until recently, Reliance was Permitted to
provide only "limited mobility" services through its basic services license. However,
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it has now acquired a unified access license for 18 circles that permits it to provide
the full range of mobile Services. It has rolled out its CDMA mobile network and
enrolled more than 6 million subscribers in one year to become the country's largest
mobile operator. It now wants to increase its market share and has recently launched
pre-paid services. Having captured the voice market, it intends to attack the
broadband market.

TATA TELESERVICES

Tata Teleservices is a part of the $12 billion Tata Group, which has 93 companies,
over 200,000 employees and more than 2.3 million shareholders. Tata Teleservices
provides basic (fixed line services), using CDMA technology in six circles:
Maharashtra (including Mumbai), New Delhi, Andhra Pradesh, Tamil Nadu, Gujarat,
and Karnataka. It has over 800,000 subscribers. It has now migrated to unified access
licenses, by paying a Rs. 5.45 billion ($120 million) fee, which enables it to provide
fully mobile services as well. The company is also expanding its footprint, and has
paid Rs. 4.17 billion ($90 million) to Dot for 11 new licenses under the IUC
(interconnect usage charges) regime. The new licenses, coupled with six circles in
which it already operates, virtually gives the CDMA mobile operator a national
footprint that is almost on par with BSNL and Reliance Infocomm. The company
hopes to start off services in these 11 new circles by August 2008. These circles
include Bihar, Haryana, Himachal Pradesh. Kerala, Kolkata, Orissa, Punjab,
Rajasthan, Uttar Pradesh (East) & west and west Bengal.

VSNL

On April 1, 1986, the Videsh Sanchar Nigam Limited (VSNL) - a wholly

Government owned corporation - was born as successor to OCS. The company
operates a network of earth stations, switches, submarine cable systems, and value
added service nodes to provide a range of basic and value added services and has a
dedicated work force of about 2000 employees. VSNL's main gateway centers are
located at Mumbai, New Delhi, Kolkata and Chennai. The international
telecommunication circuits are derived via Intelsat and Inmarsat satellites and wide
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band submarine cable systems e.g. FLAG, SEA-ME-THEY-2 and SEA-ME-THEY-3.
The company's ADRs are listed

On the New York Stock Exchange and its shares are listed on major Stock Exchanges
in India. The Indian Government owns approximately 26 per cent equity, M/s
Panatone Finevest Limited as Investing vehicle of Tata Group owns 45 per cent
equity and the overseas holding (inclusive of FlIs, ADRs, and Foreign Banks) is
approximately 13 per cent and the rest is owned by Indian institutions and the public.
The company provides international and Internet services as well as a host of value-
added services. Its revenues have declined from Rs. 80.89 billion ($2.62 billion) in
2008-09 to Rs. 68.12 billion ($2.1 billion) in 2008-09, with voice revenues being the
mainstay. To reverse the falling revenue trend, VSNL has also stalled offering
domestic long distance services and is launching broadband services. For this, the
company is investing in Tata Telescrvices and is likely to acquire Tata Broadband.

IDEA

Indian regional operator IDEA Cellular Ltd. has a new ownership structure and grand
designs to become a national player, but in doing so is likely to become a thorn in the
side of Reliance Communications Ltd. IDEA operates in eight telecom "circles," or
regions, in western India, and has received additional GSM licenses to expand its
network into three circles in Eastern India -- the first phase of a major expansion plan
that it intends to fund through an IPO, according to parent company Aditya Birla
Group .

Vodafone

Hutch now Vodafone's presence in India dates back to late 1992, when they worked
with local partners to establish a company licensed to provide mobile
telecommunications services in Mumbai. Commercial operations began in November
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1995. Between 2000 and March 2004, Hutch acquired further operator equity
interests or operating licenses. With the completion of the acquisition of BPL Mobile
Cellular Limited in January 2006, it now provides mobile services in 16 of the 23
defined license areas across the countty. Hutch India has benefited from rapid and
profitable growth in recent years. It had over 20.5 million customers by the end of
June 2009.

History
Vodafone itself was formed in 1982 as a joint venture between Racal Electronics
plc's subsidiary Racal Strategic Radio Ltd (who won one of two UK cellular
telephone network licences) along with Millicom and the Hambros Technology Trust.

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In this arrangement Racal owned 80%, Millicom 15% and Hambros 5%. The network
was known as Racal Vodafone, with the Vodafone name being derived from the firm's
goal of establishing a voice and data services over cellular telecommunication
networks. Hence VO represented voice and DA symbolized data — yielding the name
Vodafone.

Vodafone was launched on 1 January 1985 and later that year Racal Strategic Radio
was renamed Racal Telecommunications Group Limited in 1985. A year later, on 29
December 1986 Racal Electronics bought out the minority shareholders of Vodafone
for GB£110 million. In September 1988 the company was again renamed Racal
Telecom and on 26 October 1988 Racal Electronics floated 20% of the company — a
flotation that valued Racal Telecom at GB£1.7 billion. On 16 September 1991 Racal
Telecom was demerged from Racal Electronics as Vodafone Group and the mobile
telephony giant was born.

During the mix 1990s Vodafone began to consolidate itself on the British high-street.
In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for
£30.6 million. On 19 November 1996, in a defensive move, Vodafone purchased
Peoples Phone for £77 million, a 181 store chain whose customers were
overwhelmingly using Vodafone's network. In a similar move the company acquired
the 80% of Astec Communications that it did not own, a service provider with 21
stores. This made Vodafone a very visible presence on the British high street and
significantly increased the company's share of UK mobile customers

COMPANY PROFILE

Vodafone is a major national cellular operator in India that covers most of the
country. It offers both prepaid and postpaid GSM cellular phone coverage throughout
India and is especially strong in the major metros. It is often praised for its award

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winning advertisements which all follow a clean, minimalist look. A recurrent theme
is that its message Hi stands out visibly though it uses only black letters on white
background. Another recent successful ad campaign in 2003 featured a dog following
a boy around in unlikely places, with the tagline, wherever you go, our network
follows.

Vodafone, the world’s leading international mobile communications company, has

fully arrived in India. Vodafone Essar announced today that the Vodafone brand will
be launched in India from 21st September onwards.

The popular and endearing brand, Hutch, will be transitioned to Vodafone across
India. This marks a significant chapter in the evolution of Vodafone as a dynamic and
ever-growing brand. The brand change over the next few weeks will be unveiled
nationally through a high profile campaign covering all important media.

Vodafone, the world’s leading mobile telecommunication company, completed the

acquisition of Hutchison Essar in May 2007 and the company was formally renamed
Vodafone Essar in July 2007. Asim Ghosh, Managing Director, Vodafone Essar, said
"We’ve had a great innings as Hutch in India and today marks a new beginning for us.
Not as a departure from the fundamentals that created Hutch, but an acceleration into
the future with Vodafone's global expertise."

Vodafone's logo is a true representation of that belief - The start of a new

conversation, a trigger, a catalyst, a mark of true pioneering.

TEAM MEMBERS

Chairman

 Gerard Kleisterlee

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 Executive directors

 Vittorio Colao

 Andy Halford

 Michel Combes

 Stephen Pusey

Deputy Chairman and senior independent director

 John Buchanan

Non-executive directors

 Sir Crispin Davis

 Val Gooding

 Michel Dimare

 Dame Clara Furse

 Samuel Jonah

 David Nish

 Maria Amparo Moraleda Martinez

 Renee James

Executive committee
Chaired by Vittorio Colao, this committee focuses on the Group’s strategy, financial
structure and planning, succession planning, organisational development and Group-
wide policies. The Executive Committee membership comprises the executive
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directors, details of whom are shown above, and the senior managers who are listed
below

Senior management
Members of the Executive Committee who are also executive directors are regarded
as senior managers of the Company.

 Warren Finegold
 Matthew Kirk
 Morten Lundal
 Rosemary Martin
 Nick Read
 Ronald Schellekens

Other boards & executive committee members

The following members also served on the Board or the Executive Committee during
the year:

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Simon Murray was a non-executive director until his retirement on 27 July
2010. Terry Kramer was Regional President – Vodafone Americas and a member of
the Executive Committee until 31 July 2010.Wendy Becker was Group Chief
Marketing Officer and a member of the Executive Committee until January 2011.

SWOT Analysis of Vodafone

Strength

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1. Massive market coverage – Vodafone is ranked 395th amongst the world’s
top 2000 brands by Forbes. It is known for its wide distribution and network
cover. It has the second largest subscriber base in India. It is the second
highest ranked telecom operator and is behind only China Mobile. Vodafone
operates in more then 25 countries across the globe.

2. Revenues generated – Vodafone generates billions of dollar of revenue

every year. The latest figure of 2016 is it has generated a revenue of a
whopping 87.3 billion dollars. Naturally, this results in boosting the rankings
and expectations from Vodafone even further. It is ranked 104 in its sales
figures across the global 2000 list and number 84 in market value.

3 .Marketing – The Marketing by Vodafone is legendary. The Vodafone pug is

known across the globe to follow Vodafone users everywhere. Simmilarly, the
Vodafone zoozoo’s was a brilliant and endearing campaign which converted
many users to die hard fans of Vodafone. Time and time again, Vodafone
comes out with brilliant campaigns at the right time.

4. Premium cost – While other telecom operators are penetrating the market,
Vodafone is differentiating its services regularly. Due to its marketing and
communications, users already think that Vodafone is a notch above the rest
and they are proud to be a user of Vodafone. As a result, Vodafone is still able
to get some premium out of their customers and float in margins whereas
other telecom operators are struggling to maintain positive margins.

5. Subscriber base – Vodafone has a massive subscriber base which they

retain efficiently. As of 2016, the total subscribers of Vodafone across the
world was close to 350 million people.

6. Brand recall and brand valuation – The brand valuation of Vodafone is

28 billion dollars as of 2016. Besides the brand valuation, the brand equity
and the brand recall of the brand is very high too. It is impossible that anyone
will not refer to Vodafone when talking about the top telecom players .

Weakness

1. Dropping subscriber base – As can be seen from the **graph below**,

the subscriber base of Vodafone is dropping in the last 4 years. This is a
major problem for Vodafone looking at the global market scenario. The
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brand needsto strengthen its core values and implement strategies to acquire
more customers.

2. Dropping brand valuation – One of the possible reasons for the drop in
subscriber base of Vodafone can be the dropping brand valuation of the
company. Both – subscriber base and brand valuation of the company was
very strong to begin with. But both have them have suffered in the last 3-4
years. Brand valuation drop in the last 1 year was phenomenal.

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3. Losing market share in USA – USA is a country where Vodafone could
have demanded the premium it needs to keep itself afloat. However, it is fast
losing market share in the USA to Verizon wireless and AT&T, both of whom
are performing far above Vodafone if we consider the US market only.

4. Poor performance in Europe – Due to Brexit and other economical

conditions in Europe, Vodafone performance in its home market has been
poor and it has not generated much revenue from its home market. In fact, if
we look at revenues, 40% of the revenue is coming from India and not from
US or UK.

Oppotunities

1. Rural markets – If a high percentage of subscriber base of Vodafone is in

India, then rural market penetration becomes a priority for the telecom
operator. However, Vodafone seems to be operating more only in urban
markets whereas its top competitor such as Airtel and Reliance

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 communications have penetrated rural markets successfully. This
naturally causes a loss of future potential for Vodafone.
2. Emerging markets – Not only rural markets in developing countries, other
emerging markets such as those in Africa are also a great potential place
for Vodafone. These new and emerging markets have increasing
disposable income and communication becomes important once a
network is growing. Thus, there are many roles a telecom company can
play in an emerging market. Hence, besides the rural markets, Vodafone
should also concentrate on Emerging markets across the globe.
3. Dependency on Cellular networks – As people rely more and more on
their smartphones, paralelly their dependency on cellular networks is
rising. This is a pretty good news for Vodafone because customer
retention is not much of a problem. It is a need based segment, so the
number of potential users will always be on the rise. The challenge is to
acquire the potential base of consumers.

4. 4G – The 4G spectrum has created disruption but at the same time has
made people look at the telecom operators once again to see which one they
will side with. In india for example, the free plans of Reliance jio have resulted
in many people leaving Vodafone and joining Jio. Nonetheless, in the long
run, the 4G spectrum can result in higher revenues for the telecom operator.

4. Improving the network coverage – A major problem which consumers of

Vodafone sometimes have from the brand is its network coverage.
Vodafone is known to have poor network coverage many a times. This is
possible because of the number of towers the company owns or operates
out of. Keeping an eye on the network coverage and improving it as
much as possible is a good opportunity for Vodafone to increase
customer acquisition as well as retain current customers of the
organization.

Threats

1. Competition – A major threat for Vodafone is the competition it faces

everywhere it goes. So if it goes to the US, it will face competition from
Verizon Wireless and AT&T. China has its own mobile. India has Airtel
and Reliance Jio. There is cut throat competition in the telecom sector
and this is strongly affecting the brand Vodafone, which was trying to
offer differentiated services by keeping a bit of premium pricing.
2. Low margins – Vodafone’s differentiation initially worked, but in the
last 3-4 years, the competition has been so fierce, that the whole
telecom market is operating in a penetrative pricing mechanism.
Competition is always good for consumers but too much competition is
bad for companies. As a result, the margins earned against the

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 revenues generated have been steadily dropping for all telecom
brands (Vodafone included) in the last 3-4 years.
3. Mobile number portability – MNP is a major threat to Vodafone
because whenever a competitor introduces a cheap plan or someone
like Reliance Jio gives phone calls and internet for free, then
consumers dont think twice before switching brands. MNP has made it
easier for consumers to switch between multiple telecom operators. As
a result, this is a major threat to Vodafone which is losing its brand
equity already.
4. Saturation – Saturation of the market in terms of the noise created by
the telecom operators as well as the number of competitors present
ultimately results in a waste of revenue spent on customer acquisition
campaigns or strategies. Saturation results in the brand spending more
and more on customer acquisition and getting lesser customers for the
same amount spent.

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 CHAPTER 2

LITERATURE REVIEW

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Literature Review

The management thesis which I wrote as a part of my studies is “A study on

customer perception of VODAFONE broadband services among small medium
enterprises, kanpur”. The study I conducted provided me an excellent opportunity
to implement all that I have learnt in my class room sessions in the practical outfield.

The VODAFONE landline and broadband services has there in the market of Indore
couple of years and made there own identity in the market as a landline and
broadband service provider with a good number of high pulsing customers. Among
those good pulsing customers the SME customers are also one of them. AIRTEL
mainly focus on the customers of SME customers who pays the average monthly bill
amount of above Rs.2500/-. I am doing my thesis on this particular topic due to the
reason that I believe it will help me know more about the marketing strategy,
competitiveness and also about the customer behavior. My thesis will help the
company to know more about their strength, customers and the area where they have
to concentrate more and also about their competitor’s strategy. This will also help the
company to build a good relationship with the customers.

CUSTOMER

A customer is someone who makes use of the paid products of an individual or

organization. This is typically through purchasing or renting goods or services.

The word historically derives from “custom”, meaning “habit”; a customer was
someone who frequented a particular shop, who made it a habit to purchase goods of
the sort the shop sold there rather than elsewhere, and with whom the shopkeeper had
to maintain a relationship to keep his or her “custom”, meaning expected purchases in
the future. The shopkeeper remembered the sizes and preferences of his or her
customers, for exam0ple. The word did not refer to those who purchased things at a
fair or bazaar, or from a street vendor.

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Types of customers

Customers can be classified into two main groups: internal and external. Internal
customers work for the organization, possibly in another department or another
branch. External customers are essentially the general public.

Internal customers

 People working in different departments of the vendor’s organization.

 People working in different branches of the vendor’s organization.
External customers

 Individuals
 Businesses or business people, including suppliers, bankers and
competitors.
 NGOs, Government bodies, Voluntary organizations.
Needs and Expectations

Customer needs may be defined as the facilities or services a customer requires to

achieve specific goals or objectives. Needs are generally no-negotiable, but may be
optional or of varying importance to the customer. In any transaction, customers seek
value-for-money, and will often consider a range of vendors’ offers before settling on
a purchase.

Customer expectations are based n perceived values of facilities or services as applied

to specific needs. Expectations are influenced by cultural values, advertising,
marketing, and other communications, both with the supplier and with other sources.
Expectations are negotiable and modifiable.

Both customer needs and expectations may be determined through interviews,

surveys, conversations or other methods of collecting information. Customers at times
do not have a clear understanding of their needs. Assisting in determining needs is a
valuable service to the customer, the process, expectations may be set or adjusted to
correspond to known product capabilities or service levels.

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A Customer can be defined on a businessman’s or Sellers’s point of view as:-

 A customer is the most important person in any business.

 A customer is not dependent upon business. Business is dependent upon him.
 A customer is an essential part of the business- not an outsider
 A customer is not just money in the cash register. He is a human being with
feelings and deserves t be treated with respect.
 A customer is a person who comes to sellers with his needs and his wants. It is
seller’s job to fill them.
 A customer deserves the most courteous attention the businessmen can give him.
 He is the lifeblood of every business. He pays the salary. Without him business
would have to closed the doors. As marketers we must never forget int.
 Thus customer is treated as the most important fundamental aspect of marketing
other than competitor and values.
CUSTOMER SATISFACTION

Customer satisfaction is a business term which is used to capture the idea of

measuring how satisfied an enterprise’s customers are with the organization’s efforts
in a market place.

Every organization has customers of some kind. The organization provides products
(goods and/or services) of some kind to its customers through the mechanism of a
marketplace. The products that organization provides are subject to competition
whether by similar product6s or by substitution products.

The reason an organization is interested in the satisfaction of its customers is because

customers purchase the organization’s products. Te organization is interested in
retaining its existing customers and increasing the number of its customers.Customer
satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person. The state of satisfaction depends
on a number of both psychological and physical variables.The level of satisfaction
can also vary depending on other options the customer may have and other products
against which the customer can compare the organization’s products.

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Because satisfaction is basically a psychological state, it is a difficult thing to measure
quantitatively. In other words, there are no units of satisfaction that have been
defined. The usual measures of customer satisfaction involve a survey instrument
with a set of statements. The customer is asked to evaluate each statement and then
select from a scale how the customer agrees or disagrees with statement.

General model

A general model of the buyer decision process consists of the following steps:

 Want recognition;
 Search of information on products that could satisfy the needs of the buyer;
 Alternative selection:
 Decision-making on buying the product;
 Post-purchase behavior.
There exists an interaction between the desired results and customer satisfaction,
customer loyalty and customer retention. They may go by other names such as
patients, clients, buyers, etc. without the customer, it is impossible for any business to
sustain itself. Achieving the desired results is frequently a result of customer action.
Any business without a focus on customer satisfaction is at the mercy of the market.
Without loyal customers eventually a competitor will satisfy those desires and your
customer retention rate will decrease.

There exists an interaction between the desired results and customer satisfaction,
customer loyalty and customer retention. They may go by other names such as
patients, clients, buyers, etc. without the customer it is impossible for any business to
sustain itself.

Achieving the desired results is frequently a result of customer actions. Any business
without a focus on customer satisfaction is at the mercy of the market. Without loyal
customers eventually a competitor will satisfy those desires and your customer
retention rate will decrease.

There are several levels of Customers, they are:-

24
>Dissatisfied customer – Looking for someone else to provide product or service

 Satisfied customer – Open to the newt better opportunity

 Loyal customer – Returns despite offers by the competition
One of the ways to help obtain loyal customers is by having products and services
that there is very little chance that the customer requirements will not be met and
make them delightful. Of course one of the difficult is, understanding the true
customer requirements. Even when you have the requirements in advance the
customer can and will change them without notice or excuse. Having a good recovery
process for a dissatisfied customer is a necessity.

Customer satisfaction measurement program

Customer satisfaction research is not an end unto itself. The purpose, of course, in
measuring customer satisfaction is to see where a company stands in this regard in the
eyes of its customers, thereby enabling service and product improvements which will
lead to higher satisfaction levels. The research is just one component in the quest to
improve customer satisfaction.

Customer satisfaction and consumer behavior are very closely related. Consumer
behavior is lightly different from customer satisfaction.

Consumer Behavior is the study of how people buy, what they buy, when the buy
and why they buy. It is a sub category of marketing that blends elements from
psychology, sociology, socio psychology, anthropology and economics. It attempts to
understand the buyer decision making process, both individually and in groups, it
studies characteristics of individual consumers such as demographics,
psychographics, and behavioral variables in an attempt to understand people’s wants,
it also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general, today the customer satisfaction is also
termed as customer delight; rather than satisfaction present day marketers try to make
the customers delight. Indian business is facing a variety of newer challenges.

25
The economy requires a different set of marketing responses, a major business
response is to sustain freshness in marketing and, to locate business response is to
sustain freshness in marketing and, to locate better approaches for delighting
customers, the name of the current marketing game is sharply focus on customer
satisfaction and retaining the satisfied customer for life.

The idea of delighting customers may sound simple. However, it demands extreme
concentration and creativity in making it happen, it requires an organizational
approach. Thus, the route to customer delight is most enduring when the entire
organization is structured and geared for it under the challenge leadership of
marketing. The marketers need an array of marketing skills, concepts and frame
works for ensuring customer delight.

Models of consumer behavior:

One of the best known of the explanatory models that have been developed to explain
the interactions involved is that of Howard and Sheth. This contains a deal of
common sense, although, as is often the case with such models, the rather obscure
terminology makes it appear more confusing than it really is. The ‘inputs’ (stimuli)
that the consumer receives from his or her environments are:-

Significative – the ‘real’ (physical) aspects of the product or service (which the
consumer will make use of)
Symbolic – the ideas or images attached by the supplier (for example by advertising)
The ‘outputs ‘are what happens, the consumer’s actions, as observable results of the
input stimuli.

Between the inputs and outputs are the ‘constructs’, the processes which the
consumer goes through to decide upon his or her actions.

Howard and Seth group these into two areas:-

Perceptual – those concerned with obtaining and handling information about the
product or service,
Learning – the processes of learning that lead to the decision itself.
26
Such models can help theorists to explain consumer behavior better, but it can be
difficult to put them to practical use.

Brand Image and Brand Identity and Corporate Identity:

Brand image, in the other hand, is the totality of consumer perceptions about the
brand, or how they see it, which may not coincide with brand identity; companies
have to work hard on the consumer experience to make sure that what customers see
and think is what they want then to.

Brand identity is the total proposition that a company makes to consumers – the
promise it makes. It may consist of features and attributes, benefits, performances,
quality, service support, and the values that the brand possesses. The brand can be
viewed as a product, a personality, a set of values, and a position it occupies in
people’s minds. Brand identity is everything the company wants the brand to be seen
as,

Corporate identity is concerned with the visual aspects of a company’s presence,

when companies undertake corporate identity exercises; they are usually modernizing
their visual image in terms of logo, design, and collaterals. Such efforts do not
normally entail a change in brand values so that the heart of the brand remains the
same what it stands for, r its personality. Unfortunately, many companies do not
realize this fallacy, as they are sometimes led to believe by agencies and consultancy
companies that visual changes will change the brand image. But changes to logos,
signage, and even outlet design do not always change consumer perceptions of
quality, service, and the intangible associations that come to the fore when the brand
name is seen or heard. In total Tse and Wilton (1988) has given some detail in their
definition for customer satisfaction as:-

“The consumer’s response to the evaluation of the perceived discrepancy between

prior expectations (or some norm of performance) and the actual performance of
the product as perceived after its consumption”

27
Our Vision and Values guide the way we act. Our Vision is to be the world’s mobile
communication leader – enriching customers’ lives, helping individuals, businesses
and communities be more connected in a mobile world. Our Values are about how we
feel – in other words the Passions that make us the company we are.
One of our four corporate Values is 'Passion for the world around us':

"We will help the people of the world to have fuller lives - both through the services
we provide and through the impact we have on the world around us." At the start of
2002, we introduced a set of ten Business Principles to make our Vision and Values
happen. These define our relationships with all our stakeholders and govern how
Vodafone conducts its day-to-day business.

Our Business Principles apply to all Vodafone operating companies (majority owned
businesses). We also promote the Principles to our associate companies (where
Vodafone holds a minority stake) and business partners. Chief Executives are
responsible for ensuring application of the Principles within their business.

Every employee is expected to act in accordance with the Business Principles. If

employees have concerns about the application of the Principles, they can ask their
local human resources managers for further advice, or contact the Group Human
Resources Director or the Group Audit Director. We are incorporating training on our
business principles into our employee induction process.

Subscriber Base
Following is the Vodafone India subscriber base statistics as on January, 2018

28
Subscriber Base Statistics as on January, 2018

Telecom Circle No. of Subscribers

Gujarat 15,801,116

Uttar Pradesh(East) 14,526,236

Maharashtra 12,977,123

West Bengal 11,165,667

Tamil Nadu 9,777,927

Uttar Pradesh(West) 8,999,073

Rajasthan 8,565,366

Delhi 8,449,120

Goa 7,134,576

Karnataka 6,452,620

Bihar 6,381,278

Mumbai 6,160,353

Andhra Pradesh 6,080,916

29
Subscriber Base Statistics as on January, 2018

Telecom Circle No. of Subscribers

Kerala 6,067,506

Haryana 4,437,015

Punjab 4,309,853

Madhya Pradesh & Chhattisgarh 4,101,877

Kolkata 4,084,284

Odisha 2,789,575

Assam 2,188,073

Chennai 2,091,411

North East 928,563

Jammu & Kashmir 666,009

Himachal Pradesh 475,329

30
Total number of Vodafone India Subscribers : 141,519,840, i.e. 22.44% of the
total 657,158,013 Indian mobile phone subscribers

Vodafone Whampoa Limited (VWL) is a leading international corporation

committed to innovation and technology with businesses spanning the globe. Its
diverse array of holdings range from some of the world's biggest port operators and
retailers to property development and infrastructure to the most technologically-
advanced and marketing-savvy telecommunications operators. VWL reports turnover
of approximately HKD268 billion (USD34 billion) for the year ended 31 December
2006. With operations in 56 countries and over 220,000 employees worldwide,
Vodafone has five core businesses - ports and related services; property and hotels;
retail; energy, infrastructure, investments and others; and telecommunications.

Vodafone's achievements include being:

 the world's leading port investor, developer and operator with 45 ports across
Europe, the Americas, Asia, the Middle East and Africa.
 the largest health & beauty retailer in the world with Watsons Your Personal
Store, DC, Drogas, Kruidvat , Rossmann, Savers, Superdrug, Trekpleister,
Spektr, Marionnaud, ICI PARIS XL and The Perfume Shop.

 one of Asia's largest retailers through the Watsons Your Personal Store,
PARKnSHOP supermarket, TASTE food galleria, GOURMET boutique style
fine food hall, GREAT Food Hall, Fortress electrical appliances store,
Watson's Wine Cellar and Nuance-Watson airport duty free operator.

 a pioneer of mobile multimedia communications with the launch of third-

generation (3G) mobile phones and networks under the "3" brand.

31
  a visionary and international telecommunications operator through Vodafone
Telecommunications International Limited (Vodafone Telecom) which
provides mobile phone networks and data services in nine dynamic markets in
Asia, the Middle East and Africa.

Vodafone Whampoa Limited is among the largest companies listed on the main board
of the Hong Kong Stock Exchange. Flagship companies include Vodafone Port
Holdings, Vodafone Whampoa Properties, A S Watson, Cheung Kong Infrastructure
and Vodafone Telecom.

Vodafone dates back to the 1800s and while its operations now span the globe, it
continues to remain based in Hong Kong. Vodafone's executives and staff are a
multicultural mix as diverse as the reach of the corporation's operations.

Vodafone has a strong commitment to the highest standards of corporate governance,

transparency and accountability - principles which have been recognized by the
receipt of numerous awards and commendations.

Ports and Related Services

Vodafone Port Holdings (HPH) operates in 23 countries. The port and related services
group operates a total of 257 berths in 45 ports. It operates in five of the seven busiest
container ports in the world.

Its headquarters are at Hongkong International Terminals, the world’s largest and
busiest privately-owned container terminal operator.

HPH handled a total throughput of 59.3 million twenty-foot equivalent units (TEUs)
in 2006. In the United Kingdom, it owns the Port of Felixstowe (the country's
largest), Harwich International Port and Thamesport. HPH also has a substantial
interest in ports in the Netherlands, Belgium, Germany, Poland, Spain, Indonesia,
Korea, Malaysia, Myanmar, Pakistan, Thailand, Vietnam, Egypt, Tanzania, Oman,
Saudi Arabia, Argentina, the Bahamas, Ecuador, Mexico and Panama. The Group is
also involved in the investment, development and operations of a number of deep-sea
and coastal/river ports in Mainland China.

32
Property and Hotels

From landmark office buildings on Hong Kong's skyline to luxury residential

properties in the United Kingdom, Vodafone Whampoa Properties Limited develops
and invests in leading real estate projects.

Retail
A S Watson & Co., Limited (ASW), the Group's retail arm, operates over 7,700 retail
stores in 33 countries worldwide. In Asia, its flagship retail chains are: Watsons Your
Personal Store, PARKnSHOP supermarket, TASTE food galleria, GOURMET
boutique style fine food hall, GREAT Food Hall, Fortress electrical appliances store,
Watson's Wine Cellar and Nuance-Watson duty free operator. In Europe, ASW's retail
network comprises nine health and beauty chains: DC, Drogas, Kruidvat, Rossmann,
Savers, Superdrug, Trekpleister, Spektr and Watsons Your Personal Store, as well as
three luxury perfumeries and cosmetics retail brands: Marionnaud, ICI PARIS XL and
The Perfume Shop. A S Watson is the world's largest health and beauty retailer.

Energy, Infrastructure, Investments and Others

Cheung Kong Infrastructure (CKI), the Group's infrastructure arm, is a diversified

infrastructure company with businesses in transportation, energy, infrastructure
materials, water plants and related operations. CKI's businesses span Hong Kong,
Mainland China, Australia, the UK and Canada.

The Group has an interest in Hongkong Electric Holdings (HEH), the sole electricity
supplier to Hong Kong Island and Lamma Island. Vodafone is also a major
shareholder of Husky Energy, one of Canada's largest energy and energy related
companies.

Investments and Others division mainly represents Vodafone Whampoa (China),

listed subsidiary Vodafone China MediTech Limited and Vodafone Harbour Ring and
listed associated company TOM Group.
33
Vodafone Whampoa (China) Limited, the investment arm of VWL in Mainland
China, is actively engaged in a number of ventures and other activities. These
investments include the manufacture and distribution of healthcare, personal care and
traditional Chinese medicine products, the provision of aircraft maintenance,
engineering and cabin cleaning services, the provision of logistics services, the
operation of a rice farm and rice trading, hotel ownership as well as the manufacture
of optical transmission equipment. Vodafone Whampoa Limited is among the largest
companies listed on the main board of the Hong Kong Stock Exchange. Flagship
companies include Vodafone Port Holdings, Vodafone Telecom, Vodafone Whampoa
Properties, A.S. Watson and Cheung Kong Infrastructure.

Vodafone dates back to the 1800s and while its operations now span the globe, it
continues to remain based in Hong Kong. Vodafone's executives and staff are a
multicultural mix as diverse as the reach of the corporation's operations: Hong
Kongers, Mainland Chinese, Americans, Australians, Austrian, Belgians, British,
Canadians, Czech, Dutch, Egyptian, Filipinos, French, German, Hungarian, Indians,
Israelis, Italian, Latvian, Lithuanian, Moroccan, Pakistanis, Polish, Portuguese,
Romanian, Russian, Slovakian, Spanish, Swedish, Swiss, Turkish, Vietnamese and
many other nationalities make up the people of Vodafone.

Vodafone has a strong commitment to the highest standards of corporate governance,

transparency and accountability - principles which have been recognized by the
receipt of numerous awards and commendations.

Telecommunications:
VWL is one of the leading owners and operators of
telecommunications, offering a wide range of related services
in 17 countries. These include third-generation (3G) multi-
media mobile telephony, GSM mobile phone systems, fixed-
line services, fiber optic broadband networks as well as radio
broadcasting.

Operating under the "3" brand, VWL is leading the ongoing revolution in the 3G
arena. VWL was one of the first operators in the world to introduce 3G services,
34
enhancing people's lives with a vast range of multimedia mobile contents. VWL owns
3G licenses in 11 markets: Australia, Austria, Denmark, Hong Kong, Ireland, Israel,
Italy, Macau, Norway, Sweden and the United Kingdom, and now has a customer
base of over 14.7 million.

Vodafone Telecommunications International Limited (Vodafone Telecom) focuses on

driving future growth in developing markets while using the Group's leading
technology position to further develop advanced services for demanding subscribers
in more sophisticated, high-demand markets. It operates or is rolling out mobile
telecom services in Hong Kong and Macau, India, Israel, Thailand, Sri Lanka, Ghana,
Indonesia and Vietnam, plus a 3G network in Hong Kong. Fixed-line telecom
services are also provided in Hong Kong. A wide range of services is provided by
Vodafone Telecom encompassing voice services (including enhanced calling
features), broadband data and multimedia services, mobile and fixed-line Internet and
intranet services, IDD and international roaming services, bandwidth services, data
centre services, system infrastructure and application solutions

SERVICES PROVIDED BY VODAPHONE

Life becomes simpler when you become a Vodafone Postpaid customer. Choose from
a variety of affordable and attractive talk plans, and many convenient payment
options for your monthly bill.

Offers Go Postpaid

Talk plans

Payment choices

Download postpaid forms

Shops & Dealers

35
To get a Vodafone Postpaid connection, all you have to do is submit a Customer
Agreement Form and Enrollment form, along with one of the following documents as
your ID and

1. Address proof

2. Aadhar card

3. Passport

4. Driving licensee

5. ID card issued by any institution

6. Copy of electricity or telephone bill of your address

Any document or communication issued by any authority of Central Government or

local bodies showing your residential address

Any other documentary evidence in support of the address given in the declaration.

Talk plans

Choose a talk plan that fits your usage and budget. And get a range of value added
services to go with it. Know more Payment choices

Vodafone offers you a variety of convenient and timesaving payment options. Choose
the one that suits you best. Know more Download postpaid forms

Get yourself a Vodafone Postpaid connection. Subscribe to Value Added Services, Roaming,
and more - right here. Know more.

Monthly Charges Full value plans Talk(HOME) Talk(ROME)

FV FV FV FV 299 499
199 399 699 899

Rental 0 0 0 0 0 0
Minimum Billing Amount 199 399 699 899 299 499

36
Free local talktime 0 399 699 899 0 0
Free Local Vodafone Minutes 199 0 0 0 0 0
Usage Charges
Incoming Free Free Free Free Free Free
Local Outgoing / min
to Vodafone phone 1.25 0.50 0.50 0.50 1 per 2 min 1per2 min
to mobile phones 1.25 1.69 1.19 0.75 1 1
to landline phones (except in UP [W] &1.25 1.69 1.19 0.75 1 1
Uttranchal)
to landline phones in UP [W] & Uttranchal 2.40 2.40 2.40 2.40 1 1
STD / min 2.40 2.40 2.40 2.40 1 1
ISD / min (all inclusive)
US, Canada, UK & Europe, Australia &7.2 7.2 7.2 7.2 7.2 7.2
New Zealand, South East Asia
Gulf, UK, Europe, SAARC, Africa, 9.99 9.99 9.99 9.99 9.99 9.99
Australia & New Zealand
Norfolk Island, Cook Island, Cuba, Diego40 40 40 40 40 40
Garcia, Guinea Bissau, Nauru, Sakhalin,
Saotome & Principle, Solomon Island,
Tokelau, Tuvalu, Vanuatu
Inmarsat / Iridium 500 500 500 500 500 500
SMS
Local Vodafone 1.00 0.50 0.50 0.50 1.00 1.00
Local 1.00 0.99 0.99 0.99 1.00 1.00
National 2.00 2.00 2.00 2.00 1.00 1.00
International 5.00 5.00 5.00 5.00 5.00 5.00
Information Services 2.00 2.00 2.00 2.00 2.00 2.00

37
 PREPAID OFFER

Prepaid Offers UP (E) Change Your Region Andhra Pradesh Chennai Delhi Gujarat
Haryana Karnataka Kerala Kolkata Maharashtra & Goa Mumbai Punjab Rajasthan
Rest of Bengal Tamil Nadu UP (E) UP (W)

Offers Go Prepaid

Cost structure

How to recharge

Download prepaid forms

Shops & Dealers

1 Free TV with Rs 699 Pack

STD to any phone @ Re 1

Mobile @ 1599

Call across UP @ 50p

Vodafone Chalta Rahe

Mobile@299

Become a VIP

2 Free TV with Rs 699 Pack

Buy the new Rs 699 Vodafone Prepaid Pack and get a portable TV free!

3 New customers get:

38
A portable TV

Vodafone Prepaid connection

4 Chota Recharges of Rs 10 each

Validity for 30 days

Special Tariff Voucher worth Rs 60

5 Existing users get:

A portable TV

Recharge card worth Rs 199

Special Tariff Voucher worth Rs 60

6 STD to any phone @ Re 1

Now call any phone in India at Re 1/min for a monthly fee of Rs 250. Know more

7 Mobile @ 1599

Go mobile the economic way. For just Rs 1599 you get a cool Motorola C115
handset, a Vodafone prepaid connection with 3 months validity

Chota Recharge cards worth Rs 65

Special Tariff Voucher of Rs. 35

Call across UP @ 50p

Call any mobile phone across UP and Uttranchal for just 50p per minute. You can also
make calls to landlines at Re 1 per minute, and Vodafone phones at 30p per minute.
To enjoy these rates, all you need is a Vodafone special tariff voucher. Know more

39
Vodafone Chalta Rahe

Pay just Rs 999 for a Vodafone Chalta Rahe Prepaid, and stay mobile forever. Plus
other benefits like full talktime on all future recharges. Know more

The license period on the offer is valid till 11.12.2015

Mobile@299

Pay just Rs 299 and get a fully loaded Starter pack with:

Vodafone Prepaid connection

1 Recharge card worth Rs 199 (with Rs 50 talktime & 30 day validity)

STV worth Rs 35

4 Chota Recharge cards of Rs 10

Become a VIP

Get Vodafone Red Plan at rupees 399 per month with unlimited free calling all over
Ind

Highlights

Vodafone is the one of the world’s largest mobile communications companies by

revenue, operating across the globe providing a wide range of communications

40
services. Our vision is to be the communications leader in an increasingly connected
world.

Awards and Recognition

The Brand Trust Report, 2011 published by Trust Research Advisory has ranked
Vodafone as the 16th most trusted brand in India

2007

Forbes The Global 2000

2006

The Hong Kong Council of Social  Caring Company Award 2005/06

Service

Yazhou Zhoukan  Top 500 Chinese Companies in the

world

2005

Business Week  The Asian Top 150

Finance Asia  Asia's Best Conglomerate

 Best Managed Company in HK

 Best CFO Award in HK (Mr Frank Sixt)

2004

Business Week  Global 1000

Euro money  Best Asian Companies by Country - Hong Kong

41
2003

Asian Legal Business Awards  In-house Team of the Year - Allen & Overy
Award
2002

Asia money  Best Corporate Governance: Capital goods -

combined results

 Self assessment on corporate governance:

Capital goods - company self assessment

2001

Asia money  Overall Best Managed Companies (Hong Kong)

Euro money  Best Corporate Borrower in Asia

 Best Asian Companies - Conglomerates

 Best Companies in Hong Kong

2000

Asia money  Best Managed Companies

Asia week  The Asia week 1000 Largest Companies

Forbes  The 400 Best Companies

 "A" list - tops of the Diversified Category

42
1999

Asia money  Best Managed Companies

1998

Asia money  Best Managed Companies

Asia week  The Asia week 1000 Largest Companies

Asian Business  Asia's Most Admired Companies

1997

Euro money  Best Asian Companies - Conglomerates

1996

Asia money  Best Managed Companies

Asia week  The Asia week 1000 Largest Companies

Products and Services

 Voice
 Data

 Fixed and other services

 Devices

Technology
 How do mobiles work?
43
  Mobile evolution

 Network infrastructure

 Privacy Policy

 Terms & Conditions

 Mobile Version

PRODUCT PROFILE

BASIC SERVICES

 Clip

 Call Hold/call waiting

 Call conference

 Clip

 Itemised Bill (Post Paid)

 SMS

 Call Barring (CBARR) (Post Paid)

CALLER LINE IDENTIFICATION PRESENTATION (CLIP)

44
Clip identifies the caller by displaying the number of the caller on the handset. This
allows you the benefit of accepting or rejecting the call; although, at times caller Line
Identification may not appear due to technical problems in the originating network.

CALL HOLD/ CALL WAIT

This feature allows you to receive or make another call, while you are already busy
with a call, without disconnecting it . You can receive or make a second call, by
putting the first call on hold. You billed for both the calls. You can activate call
waiting by using the menu of your cell phone

CALL CONFERENCE (CC)

This feature allows you to have a teleconference with up to five people at the same
time, from wherever you are. You can conference with either cellular or landline
phones, including STD and ISD calls. To make a conference call simply make your
first call. Then put the first call on hold and dial the next number. To conference,
scroll through the handset menu and select the conference feature. Now your call are
connected . to invite another person follow the same steps again

Note:

 Call conference is a handset dependent feature

 You are charged for the time on hold and conference

 The originator of the calls will be charged for all the calls initiated by him.

 To use the facility you need to activate the “call waiting” feature on your
handset.

CALLER LINE IDENTIFICATION RESTRICTION (CLIR)

Now, with CLIR you can restrict your cellular phone number from being
displayed on the receiver’s cellular phone. This means, you can maintain
complete confidentiality of your number. This feature might not function across

45
operator networks, but will definitely restrict caller ID when called within the
same cellular operator network’s Mobile numbers.

ITEMISED BILLING

An itemized bill gives you the details of all calls made and received, and of all the
other facilities you availed of, on your mobile number during a month. It also
carries details of the number called/ received, time and date of the call, duration
and the amount charged.

SHORT MESSAGING SERVICE

This feature allows you to send and receive messages to and from, respectively;
almost all national and international cellular operators. SMS allows you access to
services lime receiving stock quotes, horoscopes, Jokes messages, email, news
and many others. It comes as an in built feature to all Vodafone subscribers.
Vodafone offers an array of Services that help you manage your calls better. From
caller Identification to call waiting, from call divert to call conference Vodafone
redefines convenience. Most of these features are optional and can be availed of
on request and carry a nominal subscription charge. To activate any feature call
our customers care or visit any Vodafone ‘n’ U Showroom.

CALL DIVERT (CD)

With call Divert, you can divert an incoming call to another cell phone (be it
Vodafone or Airtel/ Essar or BSNL cellular Phone ) or even a landline number
(within Andhra Pradesh local dialing list). You can divert your calls.

VALUE ADDED SERVICES

Just when you thought you had the cake, we made it possible for you to eat it too.

Introducing THE VODAFONE Value Added Services, a vibrant bouquet of "little

conveniences" "small pleasures" "bits of happiness" "dollops of infotainment"

and all those "itsy bitsy" wants of yours that together make up THE BIG
SMILING PICTURE.
46
 SMS based services to Voice based ones, the vodafone range cuts across all modes
of communication to ensure the BEST VALUE for your money.
So be it downloading the latest ring tones or sharing the freshest of blonde jokes,
be it checking the status of your cousin's train arrival time or arranging a pick up
for your boss's delayed flight, Vodafone hands you the power to do it all.

You could also book a surprise movie ticket or deliver those dainty dandelions for
your date or access the latest cricket scores or some serious stock information; or
maybe even play downloadable games or chill out with some zany chats with
buddies on-line.

VODAFONE'S VALUE ADDED SERVICES ARE AS INNOVATIVE AND

EXCITING AS YOUR DESIRES.

VALUE ADDED SERVICES – UTTAR PRADESH

SMS SERVICES -

 vodafone Buzz - Subscription Services - 4560456

 SMS Short Code

 Text Messaging

 Dynamic Voice Mail Service

GPRS/EDGE

 Vodafone Buzz - Subscription Services - 4560456

 SMS Short Code

 Text Messaging

 Dynamic Voice Mail Service

VOICE
47
  Say vodafone -456

 Ganesha Speaks - 181

 Back ground Music

MARKETING RESEARCH - AN INTRODUCTION

Marketing basically consist of spotting the need of customers and meeting them in the
best possible manner. Marketing Research plays key role in this process. It helps the
firm acquire a better understanding of the consumer, the competition & The
marketing environment. It also aids the formulation of marketing Mix.

Today carrying out research relating to customers products and market requires
specialized skills sophisticated techniques .

CLASSIFICATION OF MARKETING RESEARCH PROBLEM

The various marketing research problem can be classified based on the subject
matter of research as shown below:-

1. Research on Product

2. Research on Market

3. Research on consumer

4. Research on advertisement and Promotion

48
 5. Research on distribution

6. Research on Price

7. Research on competition

8. Research on Sales method

Research on Products includes studies on the competitive position of a product /brand

the level of consumer acceptance of a products/ brands etc. consumer research
includes.

Studies on consumer behavior Buyer Motives, consumer loyalty. Consumer resistance

etc.

Research on market includes market share analysis demand analysis determining

market characteristics, market segmentation studies . Analysis of market territories
etc.

Characteristics, market segmentation reveals trends in competition, evaluates the

marketing progress of majors competitors. Shops their strengths and weakness and
analysis their vs performance.

Research on distribution includes studies on distribution policies transportation,

warehousing etc.

Research on advertisement and promotion includes studies on advertising

effectiveness, studies on media and their relative effectiveness and cost- benefits of
sales promotion etc.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

1. Defining the marketing problem to be tackled and identifying the marketing

research problem involved in the task

2. Specifying the information requirement

3. Developing the research design & research procedure.

4. Gathering the information

49
 5. Analyzing the Information & Interpreting it in terms of the problem being
tackled.

6. Preparing the Research report

TECHNIQUES OF MARKETING RESEARCH

Marketing Survey:-

Marketing survey is one of the most widely used M.R. Techniques market survey
is at times viewed as synonyms with market research. It is just one method of
collecting the marketing information required for carrying out a given marketing
research.

Limitation of Research Report

1. The finding of this survey was made on the basis of the data provided by the

people.

2. I have to collect the information according to the convenience of the people hence
the data may not be accurate.

3. Some customers were not satisfied with Vodafone services.

4. Data can be biased because some respondents were in favor of Vodafone

competitor companies.

50
Research Problem

The problem statement describes the content for the study and it also identifies the
general analysis approach. It is the issue that exists in the literature, theory, 4 or
practice that leads to a need for the study and when stated effectively should answer
the question: “Why does this research need to be conducted” Conformed to the
competition in today telecommunication marketplace, there have been many
marketing strategies for service providers to plan and implement. Day-by-day,
competition has been increased more and more in telecommunication market. Cell
Phone Service Providers must compete in order to remain profitable. Today, with the
increasing recognition of the importance of customer retention and loyalty,
companies now understand the importance of service. The idea is that to understand
the needs of customers as well as the changes in their needs over the time would
allow Cell Phone Service Providers to become more customer focused and hence
remain profitable over the time. It is a big question for Cell Phone Service Providers
to have loyal customers. If the companies want loyal customers, the customers must
be satisfied. The company should know what customers want from them. Vodafone
must have to provide good services to attract more and more customers. Keeping in
view of the above, the main problem of the study is: Are customers satisfied by the
services provided by the cell phone service providers in the selected districts of

51
South Kanpur. Vodafone a lot of customer related issues. Some customers don’t
seemed to be satisfied with the visit of service centre as they waited for long hours
in order to get serviced. Vodafone must focus on keeping or recruiting
knowledgeable as well as humble employees. Also schemes and offers should be
given on a monthly basis so the customers don’t switch to other company. Money
should not be deducted from customers account without any proper reason this is
also the main problem of Vodafone. On the bases of this problem, the main
objective of the report has been framed.

CHAPTER 3

RESEARCH METHODOLOGY

52
Research Methodolgy

Preplanning is sin qua non for any kind of work. Preliminary preparation leads to
reach closer to the successful achievement of the target. Initially the topic of work
upon was decided and basing on which certain imitative to minimize the gap
between planning and achievement was taken. Finally a questionnaire was framed in
such a fashion focusing certain most important points. (a) Large no. of customer. (b)
Availability of various telecom and non telecom outlet. (c) Quality of coverage for
existing outlet. (d) Total no. of existing telecommunication user and their level of
satisfaction.

(e) Availability of basic amenities in a particular city / town / village. (f) Finally
assessing the exact living standard of the people in a particular city / town / village.

53
RESEARCH OBJECTIVES

The objective of the research is the following;

1) To know the feedback of the customer regarding the services of Vodafone.

2) To find out the problems faced by customers of Vodafone.

3) To assess the customer satisfaction level of VODAFONE .

3. Putting the plan into action.

4. Evaluating the plan’s effectiveness.

Scope of Study: The present study covered performance of Vodafone on the basis
of sales activity, motivated factors in Vodafone plan costs, problems faced by
Vodafone customers and day to day problems at service centres.

Methods of Data Collection

The primary data has been collected through structured questionnaire.

Secondary data has been used from:

 Internal sources- sales activity, employees, books, product cost, etc.

54
  External sources: library, journals, papers etc.

Data collection Tools:

To conduct the survey tool used is structured questionnaire as an instruction for

gathering valuable information from customers.

Questionnaire which is used for the survey is consisting of checklist and questions
to check customer feedback.

Type of Research

The method that is adopted to analyze this survey is descriptive research design
which describes the performance and customers opinion about Vodafone services.

Sampling design

Target of Population : for filling of questioner both male & female were targeted of

the Kanpur city.

Sampling techniques

For this research that is use is convenient sampling

Population Size

Size of the population was 500.

Sample Size

The final number of respondents from which questionnaire is filled is 100.

Tools Of Data Analysis

55
The data and information collected have been classified, tabulated and its findings
presented in a systematic manner.

Method Of Presentation of Data

The data has been presented with the help of charts and tables.

Method of Organization of Data

Data is organized through charts, tables.

CHAPTER 4

56
 ANALYSIS OF DATA

Analysis of data

Ques 1: Which connection you use in your mobile ?

57
 Contents Customer Response

Postpaid connection 20%

Prepaid Connection 80%

Total 100%

Ques-2 Why did you choose Prepaid or postpaid ?

58
 Contents Customer Response

Economical 42%

Attractive Scheme 37%

Like advertisement 10%

None 11%

Total 100%

Ques-3 If you use prepaid connection, which recharge voucher, you use per month ?

59
Contents Customer Response

Rs 199 18%

Rs 300 29%

Rs 500 28%

Rs 1000 or more 25%

TOTAL 100%

Ques 4: How do you come to know about new scheme of Vodafone ?

60
Contents Customer Response

Friends 21%

Holdings 15%

TV Add 29%

News paper 28%

Customer care 9%

Other sources 1%

Total 100%

61
 Ques 5: how many times do you visit Vodafone service centre ?

Contents Customer Response

First time 80%

Weekly 4%

Monthly 6%

Yearly 10%

Total 100%

Ques 6: What was your satisfaction level after visit of service

62
Centre ?

Contents Customer Response

Satisfied 70%

Not satisfied 10%

Highly satisfied 20%

Total 100%

Ques 7: Do you think Vodafone call rates are reasonable ?

63
Contents Customer Response

Yes 58%

No 22%

May be 20%

Total 100%

Ques8: Do you think Vodafone network provides better communication service ?

64
Contents Customer Response

Yes 76%

No 24%

Total 100%

65
Ques 9: Do Vodafone provides better communication service from its competitors

Contents Customer Response

Yes 90%

No 4%

May be 6%

Total 10%

Ques 10: You said you were treated poorly or rudely. What exactly did Vodafone
employees do? Please try to describe specific behaviors, if possible ?

66
 Ques 11: Did the SERVICE provided by Vodafone people fail to perform as
Contents Customer Response

Put on hold 44%

Not responsive 12%

Were discourteous 24 %

Large queue time 30%

Total 100%

promise?

67
68
Contents Customer Response

Yes 30%

No 70%

Total 100 %

Ques12: Did Vodafone employees treat you poorly or rudely ?

Contents Customer Response

Yes 24%

No 76%

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 Total 100 %

Ques13: Did some other type of problem happen that we did not mention yet ?

70
Contents Customer Response

Yes 40%

No 60%

Total 100 %

Ques14: Which of the following are priced high by Vodafone that prompted you to
cancel your connection in future?

Contents Customer Response

Monthly rental for subscriptions 16%

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Air time usage rates 26%

Monthly rental for vas 36 %

Recent changes in your budget 22%

Total 100%

Ques 15: How much time you have to wait in the service centre?

Contents Customer Response

5_10 6%

10_15 14%

15_20 56 %

20_25 24%

Total 100%

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 CHAPTER 5

FINDINGS AND SUGGESTIONS

73
Findings

1) In my analysis around more then 60% people says that Vodafone service is good
and rest are people says no comment.

2) Vodafone’s main competitor is Airtel. While Vodafone and Airtel, both are
providing same service so it is most important to use more and effective service
strategy.

3) Vodafone provided its service to its customer when ever they need and also
where ever the need with the help of customer cares.

4) In case of telecommunication customer are very choosy and economical.

5) Vodafone customers are satisfied with Vodafone services.

6) 100% of the respondents are aware about telecommunication services.

7) 70% of the customers are satisfied with service centre .

8) 80% customers use prepaid mobile connection while 20% customers use
postpaid mobile connection.

9) Reason behind using prepaid mobile connection is that it is economical for many
customers.

10) Usage of mobile plans is not affected by male or female customers

11) Customers need some more new plans and offers.

74
12) 80% customers visited Vodafone service centre for the first time.

13) Customers are satisfied by service centre employees.

CHAPTER 6
RECOMMENDATION

75
Recommendation

During the survey I come to know about some short coming of Vodafone telecom.
This shortcoming can be removed with the help of following suggestion and help
Vodafone telecommunication. In expanding its market through advertisement and
improving its market position.

1. Promotional program conducted by the company should be on large scale for

the customer with improved service centre.

2. Company should increase the personal contact with the customer because they
have some problems that can be solved by the Vodafone staff only.

3. For youngsters Vodafone should provide some free services as like Reliance
Infocomm.

4. Vodafone should appoint few more celebrities for advertisement.

5. The problem should be solved in service centre and it should be not be time
taking.

76
CHAPTER 7

CONCLUSION

77
Conclusion

It is always difficult to measure the effectiveness of services this is to conclude that

the research named as “Customer satisfaction towards Vodafone Products” will be
useful for the organization this research has been done keeping the constraints and
requirements of the Vodafone with the help of this research it in easy for Vodafone to
know about the service centre and customer satisfaction level. It can help them to
now what their customer wants from them.

It will help the organization to know that what more their customer want from them.
What are their weaknesses which the organization can improve in order to service
centre in order to the services performed there.

I tried my best to make this research report in spite of that few mistakes in it and I
know this thing. So kindly ignore most of the customer are satisfied with their
services but wants to switch over a new upgraded service if given an opportunity with
additional feature and least risk.

78
CHAPTER 8

WIBLIOGRAPHY

79
Wibliography

 http://www.Vodafone.com assessed on 30thjuly 2013,4:15p.m

 http://www.google.co.in assessed on 16th June 2013,6:30p.m

 http://www.scribd.org assessed on 10th sep 2013,5:30p.m

 http://www.economicstimes.com assessed on 12th July 7:30p.m

 http://www.shodh.inflibnet.ac.in assessed on 20 July

80
CHAPTER 9

APPENDIX

81
Appendix

Questionnaire

Name

Age

Gender a) Male b) Female

Address

Mobile No.

Occupation a) Service b) Business

c) Student d) Housewife

e) Others

Ques1: Which connection you use in your mobile?

82
 a) Postpaid connection

b) Prepaid connection

Ques 2: Why did you choose Prepaid or postpaid.?

a) Economical

b) Attractive Scheme

c) Like advertisement

d) None of above

Ques 3: If you use prepaid connection, which recharge voucher, you use per

Month?

a) Rs 199

b) Rs 399

c) Rs 500

d) Rs 1000 or More

Ques 4: How do you come to know about new scheme of Vodafone?

a) Through friend or relative

b) Through Holdings

83
 c) T.V Add

d) News Paper

e) Customer Care

f) Any Other Sources

Ques 5: How many times do you visit Vodafone service centre?

a) First time

b) Weekly

c) Monthly

d) Yearly

Ques 6: What was your satisfaction level after visit of service Centre?

a) Satisfied

b) Not satisfied

c) Highly satisfied

Ques 7: Do you think Vodafone call rates are reasonable?

a) Yes

b) No

c) May be

Ques8: Do you Vodafone network provides better communication service?

a) Yes

b) No

84
Ques 9: Do Vodafone provides better communication service from it competitors.

a) Yes

b) No

c) May be

Ques 10: You said you were treated poorly or rudely. What exactly did
Vodafone employees do? Please try to describe specific behaviors, if possible.

a) Put on hold

b) Not responsive

c) Were discourteous

d) Large queue time

Ques 11: Now we would like your help in classifying the problem or problems you
experienced. For each problem I mention, please answer “Yes” if the problem applies
to you, or “no” if it does not.

a) Did the SERVICE provided by Vodafone people fail to perform as promise?

YES NO

b) Did Vodafone employees treat you poorly or rudely?

85
 YES NO

c) Did some other type of problem happen that we did not mention yet?

YES NO

Ques 12: “YOU SAID THERE WERE TECHNICAL PROBLEMS THAT

VODAFONE FAILED TO PERFORM OR SOLVE AS PROMISED. WHICH OF
THE FOLLOWING PROBLEMS DID VODAFONE NOT HANDLE
EFFECTIVELY?”

A. Product related

I. Faulty handset provided by Vodafone YES NO

II. Faulty SIM card provided by Vodafone YES NO

III. Any other Product related problems YES NO

B. Network related

I. Network connectivity YES NO

II. Indoor coverage problem

III. Outdoor coverage problem

IV. Drop calls

V. Voice clarity

VI. STD/ISD connectivity problem

VII. VAS feature failures

C. The connection was not activated for a long time

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Ques 13: You said the SERVICE provided by Vodafone people fail to perform as
promised. Which of the following service related problems did you experience which
Vodafone did not handle effectively?

A. Frequent barring or disconnection

I. Because of credit limit inspite of high usage

YES NO

II. Barring for any other reason (Please Specify)

----------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------

B. Billing and Payments

I. Delay in receiving bills

II. Delayed postings of payment and subsequent harassment

III. Incorrect roaming bill

IV. Receiving bill for incorrect mobile No.

V. Receiving incomplete bill

C. You said Vodafone couldn’t or wouldn’t handle a need or request. What was
your need or request? About customizing the SERVICE in some way?

(Please specify)***

-------------------------------------------------------------------------------------------------------
----------------------------------------------------

87
D. Was your need or request about an error you made that required Vodafone
help to fix?

YES NO

If Yes what was your need and request. (Please specify)****

E. Was there another request or specific need?

YES NO

Ques 14: Which of the following are priced high by Vodafone that prompted you to
cancel your connection?

a) Monthly rentals for subscription

b) Airtime usage rates

c) Monthly rentals for VAS

d) Recent changes in your budget

Ques 15: Now I would like you to consider various amounts of reductions in
Vodafone prices (First/Next), if Vodafone lowered their prices by (insert
amount), would you still be subscribing from Vodafone today?

a) 0% YES NO

b) 20%

c) 30%

d) 40%

e) 50%

Ques 16: In what ways did you feel you were spending too much effort in doing
business with Vodafone? (PROBE & CLARIFY)

88
Ques 17: Now still thinking of Air Tel, please tell me how much you agree with the
following statements (Read First Statement Below) would you say that Vodafone has

A. Large Net work Coverage (Adequate No. of cell sites)

a) Agree

b) Disagree

c) Neither agrees nor disagrees

d) Don’t know

B. Cares about its customers

a) Agree

b) Disagree

c) Neither agree nor disagree

d) Don’t Know

C. Large Dealer Network (Wide Accessibility)

a) Agree

b) Disagree

c) Neither agree nor disagree

d) Don’t know

D. Professional Organization

a) Agree

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 b) Disagree

c) Neither agree nor disagree

d) Don’t know

Ques 18: Are you aware that there are toll free help line numbers available with
your vodafone connection?

Yes No

Ques 19: How much time you have to wait in the service centre?

a) 05_10 b) 10_15

c) 15_20 c) 20_25

90