CHAPTER 1 INTRODUCTION 1.1 GENERAL INTRODUCTON "Telecommunications is the backbone of our future economy. International competitiveness increasingly depends on the development of a telecommunications infrastructure that is compatible with international standards" The cellular industry all over the world has been witnessing very high growth rates in subscriber base in recent years. For developing countries in particular, cellular services are becoming a very significant proportion of the overall telecom infrastructure. The mechanics of competition within this market involve complex feedback effects between individual service providers and with their operating environment, and these forces play an important role in governing the growth of this industry. The Indian telecommunications sector has undergone a major process of transformation because of significant Government policy reforms during the recent years. The New Telecom Policy, 1999 focused on creating an ideal environment for investment, establishing communication infrastructure by providing affordable telecom services to all. These objectives of the policies have resulted in rapid growth of subscribers and lower tariffs. We believe that with these major initiatives of the Government, the mobile market in India will have a promising future.
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1.2 OBJECTIVE OF THE STUDY Objective of this research are:
To study the marketing strategies of Vodafone?
To find how it implicates in its business?
To find how does it market its product and services to customers?
To compare with some other mobile network companies
1.3 SCOPE OF STUDY
This research is carried out to identify opportunities of the marketing strategies of Vodafone. It also identifies the pros and cons of its strategies. It It also discusses whether any other alternative should have been used?
The scope of this research is to identify the marketing strategy of Vodafone.
1.4 RESEARCH LIMITATION
The research study is limited to the geographical boundries of south Mumbai.
The study faces limitation in respect of time.
This research study is limited to the information available on internet and various sites.
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1.2 OBJECTIVE OF THE STUDY Objective of this research are:
To study the marketing strategies of Vodafone?
To find how it implicates in its business?
To find how does it market its product and services to customers?
To compare with some other mobile network companies
1.3 SCOPE OF STUDY
This research is carried out to identify opportunities of the marketing strategies of Vodafone. It also identifies the pros and cons of its strategies. It It also discusses whether any other alternative should have been used?
The scope of this research is to identify the marketing strategy of Vodafone.
1.4 RESEARCH LIMITATION
The research study is limited to the geographical boundries of south Mumbai.
The study faces limitation in respect of time.
This research study is limited to the information available on internet and various sites.
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CHAPTER 2 COMPANY’S PROFILE 2.1 GENERAL INTRODUCTION Vodafone Company has a long way since them making the first ever mobile call on 1 January 1985. Today Company operating with more than 371 million customers around the world. A small mobile operator in Newbury has grown as a global business and the seventh most valuable brand in the world. Now run its operation in more than 30 countries and partner with networks in over 40 more. In this connected world, it’s no longer just about being able to talk and text. Vodafone network allows people to share their images and videos as soon as they’re captured. In 1991 Vodafone company made world’s first international mobile roaming call, and very recently introduced ‘Vodafone Money Transfer’ which allows emerging
market customers to send and receive money safely and easily using their mobile phone. Vodafone a brand that loves change – if it’s not happening naturally then they are oughout Vodafone. Vodafone creating it ourselves. That’s the lifeblood that runs thr oughout are driven to empower people. To find that spark that empowers you is why they are in business. That’s what they th ey mean when they say ‘power to ‘power to you’.
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2.2 MISSION “We will be the communications leader in an increasingly connected world”
2.3 VISION “Unleash the power of Vodafone to transform societies and enable sustainable living for all”
2.4 ORGANISATION STRUCTURE OF VODAFONE COMPANY
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2.5 VODAFONE ESSAR Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 21telecom 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 license 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 remaining33%. The whole company was valued at USD 18.8 billion. The transaction closed on May 8, 2007.
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2.6 COME PAINT THE CITY RED!!! First it was Orange…..
Then it was Pink…..
And now it is Red…..
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Four years back Hutch took over Orange and painted the city in pink and now Vodafone has painted the city red. Yes our very own pug that followed us everywhere has now changed to Vodafone. UK-based telecom giant Vodafone and Indian partners Essar announced that the Vodafone brand would be officially launched. Vodafone acquired hong- kong based hutchison international’s Indian telecom arm Hutch’s stake in Hutch-Essar for $11billion. Whoever was the management of this particular cellular service they sure have been colourful. Love their network quality, their variety of plans, and their innovative advertisements. Hate their customer service and how irritating they sometimes can be. But hey I am a loyal Orange then Hutch and now Vodafone user for sometime.
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Vodafone various group’s business principles Value creation
We believe that competition in a market economy, pursued in an ethical way, is the best way of delivering benefits to our stakeholders.
Public policy We will voice our opinions on government proposals and other matters that may affect our stakeholders. We will not make gifts or donations to political parties or intervene in party political matters.
Communications We will strive to communicate openly and transparently with all of our stakeholders within the bounds of commercial confidentiality.
Customers We are committed to providing our customers with safe, reliable products and services that represent good value for money.
Employees Relationships with and between employees are based upon respect for individuals and their human rights.
Individual conduct We expect all our employees to act with honesty, integrity and fairness.
Environment We are committed to sustainable business practices and environmental protection.
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Communities and society We accept our responsibility to engage with communities and we will invest in society in a way that makes effective use of our resources, including support for charitable organisations.
Business partners and suppliers We will pursue mutually beneficial relationships with our business partners and suppliers.
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2.7 THE BUSINESS MODEL OF VODAFONE Customers pay for the services and we use the cash flow generated to reinvest in the business and provide a good return to our shareholders. Our reinvestment in the business allows us to make continuous improvements to our network, strengthen our brand, and develop our stores and websites to attract new customers and retain existing ones.
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1. Assets Networks We aim to have the best mobile network in each of our markets. This means giving our customers far-reaching coverage, a very reliable connection, and increasing speeds and data capacity. We believe that over time, offering a superior network experience will enable us to secure a premium positioning in most of our markets. Our network investment is enhanced by our ongoing acquisition of mobile spectrum as it becomes available.
Distribution We operate around 14,000 stores across the Group, and have extensive networks of exclusive distribution partners and third party retailers. We will develop our distribution further to stay close to our customers, making it easy for them to join us from our competitors, upgrade their existing contract or just seek help with the services we offer. In addition, the internet is becoming an increasingly important partof our sales and service mix, and we have significantly upgraded our online shop and online service capabilities over the last three years.
Supplier relationships We work closely with our suppliers to build robust networks, develop innovative services and offer the widest range of the latest devices. In many cases these are partnerships, where we will approach a supplier with an idea or a problem that needs solving, and then work together to bring a solution to market. From the customer perspective, the global reach and scale of Vodafone means that we will often be the destination for exclusive or first-to-market products.
People We place significant emphasis on the caliber of the people we recruit, how we develop them and the importance of our interface with our customers. We are working hard to build a more diverse workforce that is more representative of our customer base. We 11
also believe it is important for our people to be the biggest champions of our own products and services, so that we all become natural Vodafone advocates.
Brand Vodafone is ranked as the number nine brand globally with an attributed worth of US$30 billion (source: Brand Finance), and the most valuable telecoms brand in the world. The strength of the brand raises the profile of our distribution channels and is a major driver of purchasing decisions for consumers and enterprise customers alike. During 2012 we continued our title partnership with the Vodafone McLaren Mercedes Formula One Team to give ongoing global exposure for our brand.
2. Customers With 404 million customers globally, Vodafone is one of the biggest mobile operators in the world. Mobile communications are now a way of life, connecting people, stimulating commerce, offering entertainment and providing security. Our customers also include many of the world’s biggest companies: over 23% of our Group service
revenue comes from the enterprise segment. What all our customers have in common is the expectation of a great experience in what has become an essential service.
3. Revenue We generate our service revenue through the supply of calls, text messaging, data and other services over our networks. Consumers pay for these services either via contracts (typically up to two years in length) or through buying their airtime in advance (prepaid or pay as you go). Enterprise customers often have longer contracts. These revenue models give us excellent visibility of our business. In addition, we are not reliant on single large contracts, with the top ten biggest corporate accounts representing less than 1% of annual revenue. Secondly, the majority of our services are sold in advance – reducing credit risk and generating an attractive working capital profile. Finally, our services have become such a part of our customers’ everyday
lives that they have become non-discretionary in nature.
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4. Cash flow Our track record of converting revenue into cash flow is strong. Firstly, we run highly efficient networks where we seek to minimise costs, thus supporting a strong gross margin. Secondly, our market share position in many markets is strong and growing, with this in-market scale being a key driver of cost efficiencies and EBITDA margin.
5. Shareholder remuneration The cash generated from operations allows us to sustain a generous shareholder returns programme while also investing in the future prosperity of the business. Our annual regular dividend per share, which we have targeted to grow by at least 7% to March 2013, is comfortably covered by our free cash flow guidance. In addition, we have paid out a special dividend from the income dividend from Verizon Wireless, and are close to completing a £6.8 billion buyback programme financed through recent asset disposals. We have returned over 30% of our market capitalisation to shareholders over the last four years. 6.
Reinvestment into the business
We have maintained a high and consistent level of capex in recent years, to support wider coverage, higher speeds and deeper capacity in our networks. Through our IT investment we are enhancing our customer relationship capability and providing new customer billing services. In addition, we have continued to invest in our stores, our internet and social media presence and spectrum licences to support future services and growth. We have successfully balanced the ongoing capital requirements of the business with attractive shareholder remuneration. By V odafone Group
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CHAPTER 3 VODAFONE’S MARKETING STRATEGY
3.1 DEFINITION OF MARKETING Marketing is the activity, set of institutions,
and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Ameri can M ark etin g Associati on Board of D ir ector s
Marketing is the process of exposing target customers to a product through appropriate tactics and channels, gauging their reaction and feedback, and ultimately facilitating their path to purchase. Dr . Augustine Fou
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3.2 DEFINITION OF MARKETING STRATEGY
"The marketing concept holds that the key to achieving organisational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competit ors" Phil ip kotler
"Marketing is the management process responsible for identifying, anticipating, and satisfying customers' requirements, profitably." Chartered I nstitu te of M arketing.
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3.3 THE MARKETING MIX Longer term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a combination of many features that can be represented by the four Ps: Product - features and benefits of a good or service Place - where the good or service can be bought Price - the cost of a good or service Promotion - how customers are made aware of a good or service.
1.Product A product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information - and soon view video clips and send video messages. Vodafone live! provides on-the-move information services.
2.Place Vodafone UK operates over 300 of its own stores. It also sells through independent retailers e.g. Car phone Warehouse. Customers are able to see and handle products they are considering buying. People are on hand to ensure customers’ needs are matched with the right product and
to explain the different options available.
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3.Price Vodafone wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users. It offers various pricing structures to suit different customer groups. Monthly price plans are available as well as prepay options. Phone users can top up their phone on line. Vodafone UK gives NECTAR reward points for every £1 spent on calls, text messages, picture messages and ring tones.
4.Promotion Vodafone works with icons such as David Beckham to communicate its brand values. Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion. Vodafone’s stores, its product and its staff all project the brand image. Vodafone
actively develops good public relations by sending press releases to national newspapers and magazines to explain new product and ideas.
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3.4 STRATEGY Consumer 2015 Vodafone Red: new strategic approach to consumer pricing and bundling in Europe, offering our customers greater freedom of usage and stabilising ARPU. Targeting 10 million Vodafone Red customers by March 2014. Maximise the opportunities in emerging markets through smart data pricing, the development of low cost smartphones and selective innovation in areas in which we can truly differentiate.
Enterprise 2015 Accelerating our converged offers. Growing Vodafone Global Enterprise and our Carrier Services business.
Networks 2015 Delivering a consistently excellent data experience to our customers. Extending our 3G footprint at 43.2 Mbps and 4G coverage across five major European markets to 80% and 40% respectively by 2015.
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3.5 THE JOR NEY FROM HUTCH’S PUG TO VODAFONE’S ZOOZOO – A story of successful brand transition.
In 2007, Vodafone acquired 67% stake in Hutchisson and re-branded Hutch telecom into Vodafone. Following is the story told by the ads itself of how Hutch’s brand
image tr ansitioned to Vodafone’s brand image while pulling along the consumer’s perceptions and preference towards the Hutch brand.
The Hutch Brand – 'Wherever You Go Our Network Follows' Hutch had a very strong brand personality. The slogan “Wherever you go our network follows’ was closely tied up with the Hutch – Pug campaign..
The Hutch network was personified as the adorable pug dog following the owner, who is normally a very cute kid. After watching the ads, one would definitely fall in love with the brand. The ads had a very simple message that was communicated through the dog with backdrop of a beautiful song. The Hutch network was personified as the dog and the Hutch brand automatically drew the brand personality of being adorable, cute. The dog was named Hutch dog and became very popular in India. The dog became the brand ambassador and a great brand asset to Hutch. Hutch leveraged this popularity of the dog and used the dog in its websites and in all its communications. Hutch was able to make a close connection with the people through this Hutch- Pug dog campaign. Vodafone spent around 50 million USD ( 250 Crores INR) for this brand transitioning. Vodafone very well understood that Hutch dog represents the network and communicated the change to Vodafone beautifully without losing the charm present in 19
earlier Hutch ads. Later, Vodafone continued to use the Hutch dog in their commercials, but, in different way.
Vodafone differentiates itself from other telecom operators through its value added services (VAS) and it wanted to educate the customers about it. Unfortunately, the hutch dog had its limitations and was fired from the commercials and Vodafone brought in traditional commercial with adults to stress on the VAS.
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Ads by people
Ads by adults didn’t appeal much although communicated the message very well. The ads were no more sweet and cute although they had a wider appeal owing to the young generation in the ads and the intentional humor. But just when everyone thought that these cute ads have grown into adults there came the savior – ZooZoo ads by O&M. They simply did the job of communicating the various VAS in a fascinating way.
Now the ads by ZooZoos
Nothing have been as popular as cricket during cricket seasons in India. The recent ads of Vodafone, telecom provider in India, named ‘ZooZoo’ have got an exception to it. The ZooZoo ads have melted the millions of Indian hearts making it more popular than India Premier League (IPL – Twenty20 cricket).
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Vodafone India understood what Hutch stood for and tried to connect to people in the same way. Vodafone could have forced its global appeal to Indian market but, it didn’t, rather it created a whole new persona for itself in the Indian telecom market.
This confirms that there are no global brands but there is definitely global brand management. Hats off to Vodafone for being glocal (Global and local ) in their approach. Hutch to Vodafone brand transitioning is one of the greatest brand transitions in this world of brands.
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3.6 CREATIVITY IN ADVERTISEMENT Making Of Vodafone Zoozoo Ads: ZooZoos are advertisement characters promoted by Vodafone since the Indian Premier League Season 2 (IPL). ZooZoos are white creatures with ballooned bodies and egg heads who are used to promote various value added services of Vodafone. Although these characters look animated, they are actually humans in Zoozoo costumes. The ads were created by Ogilvy & Mather, the agency handling Vodafone advertisements. The ads were shot by Bangalore based Nirvana Films in Cape Town, South Africa.
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History The ZooZoo idea was conceived by Rajiv Rao. He is also the mind behind the story lines and the name. The ads were shot by PrakashVarma and produced by Nirvana Films within a record time of 10 days. The pre-production work happened within a month and cost around 3 crores rupees.
Making Ogilvy & Mather, the agency that handles Vodafone advertisements, was asked by Vodafone to create a series of 30 advertisements which could be aired each day during the IPL Season 2. According to Rajiv Rao, National Creative Director of Ogilvy & Mather, they "wanted to make real people look as animated as possible". They employed Bangalore-based Nirvana Films to shoot these ads in Cape Town, South Africa through the Cape Town based production house, Platypus Productions. The Zoozoos are small-bodied, thin women covered in layers of white fabric. Each facial expression is made of rubber and pasted on the actors to cut down on the time and cost for shoot.
The effect was achieved by a variety of methods including
choosing the right material for the body suits to ensure that there were no wrinkles when the characters moved, shooting the footage at lower fraerates and keeping backgrounds simple in terms of details and the use of a neutral tone of grey. The sets were made larger than life to make the characters look small as the producers could not take children as the schedule of shooting was odd.
Public response The ads were a hit among the Indian audience. This can be gauged from the huge fan following on social networking sites such as Facebook, Orkut and Twitter. There are more than 200 pages on ZooZoos having over 250000 fans, growing daily. The ads were also viewed by thousands of people on Youtube.
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CHAPTER 4 PRODUCT AND SERVICES PROVIDED BY VODAFONE 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 India’s 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 just20paisa/SMS. The new bonus card comes with 30 days validity.
Postpaid services(latest): Vodafone Essar, one of India’s 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.
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.
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SMS Chat: Now, you can chat on your Vodafone phone with as many people as you want. It’s fun
and as simple as sending an SMS. Your identity will remain anonymous as your phone number is never displayed during the chat. You can have your own profile and chat name. You can also create your own chat rooms or chat in the different rooms that already exist including:teens, 20s, 30s, Office, Bollywood, Delhi. All you have to do is type in your messages and send them to 2428. You will be charged Rs. 2 per outgoing message. Incoming messages are free.
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. 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. Simply go to the Vodafone Online menu on your Vodafone phone.
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.
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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! Tie up you have hundreds of tunes and logos to choose from. For every ringtone downloaded, you will be charged Rs. 7.00 (including the cost of SMS sent). For every logo/picture message downloaded, you will be charged Rs. 3.00 (including the cost of SMS sent). Dial-in Services
Vodafone brings you more conveniences at your fingertips. Use our Dial-in-Services to check cricket scores, horoscope, up-to-the minute news and other relevant information on services that touch your everyday life. Calling Line Identification
You can check your caller's telephone name and number on your phone screen whenever you receive a call. This gives you the flexibility to either accept or reject an incoming call. This service is also helpful in identifying your missed calls You can access this service by just paying Rs. 49 per month, if you are a postpaid customer. This service is absolutely free if you are a Vodafone Prepaid customer
Itemized Billing
As a Vodafone Postpaid customer, you can choose to receive an itemized bill at the end of each month. This is a detailed billing statement which helps you keep track of all your calls. Your itemized bill includes:
Origin of the call
Destination of the call
Duration of the call
Toll charges
Airtime and total charge
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Get your itemized bill.
Via post: Pay a monthly rental of 49 only. Via e-mail: Pay just Rs. 19 per itemized bill. 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.0.95 per min only. 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. 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. 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).
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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. All the help services are
[email protected]/min. while for police and fire help only local airtime charge is applicable.
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CHAPTER.5 COMPETITORS OF VODAFONE 5.1 Airtel Corporate office – New Delhi | Establishment – 1986 | Business – Telecommunications & satellite TV | Website – www.airtel.in | Bharti Airtel Limited is India’s largest telecom company headquartered in New Delhi.
Founded by Sunil Mittal in 1986 the company is fourth largest mobile operator in the world. Products offered y company includes mobile commerce , 2G, 3G and 4G wireless services, fixed line services, IPTV, high speed DSL broadband, DTH and enterprise services. 5.2 Reliance
Corporate office – Navi Mumbai, Maharashtra | Establishment – 2004 | Business – Mobile, Satellite TV and telecommunication | Website – www.rcom.co.in | Reliance Communications a flagship company of Reliance Group was established in 2004 and is the second largest telecom operator in India. Headquartered in Navi Mumbai, the company has more than 150 million subscrib ers. The company’s product offerings include wireless, broadband, national and international long distance services. 5.3 Tata docomo
Corporate office – New Delhi | Establishment – 2008 | Business – Telecommunication sector | Website – www.tatadocomo.com | A Tata Group company providing cellular service on the GSM, CDMA and platform . It is among the top telecom companies in India and the first Indian telecom company to launch 3G services in India.
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5.4 Idea
Corporate office – Mumbai, Maharashtra | Establishment – 1995 | Business – Telecommunications | Website – www.ideacellular.com | An Aditya Birla Group Company with over 121 million customers . Idea is India among of the top 5 telecom companies which is offering 2G and 3G services with a traffic of about 1.5 billion minutes a day. 5.5 MTNL
Corporate office – New Delhi | Establishment – 1986 | Business – Telecommunications | Website – www.mtnl.net.in | Mahanagar Telephone Nigam Limited is an Indian state-owned telecommunications company headquartered in New Delhi. MTNL provides services in New Delhi and Mumbai in India and Mauritius in Africa. It was incorporated in the year 1986. 5.6 Aircel
Corporate office – Chennai, Tamilnadu | Establishment – 1999 | Business – Telecommunications | Website – www.aircel.com | Aircel group provides messaging, wireless voice and data services in India. It is a joint venture between Sindya Securities & Investments Private Limited and Maxis Communications Berhad of Malaysia. 5.7 MTS
Corporate office – New Delhi | Establishment – 2008 | Business – Telecommunications | Website – www.mtsindia.in | Mobile TeleSystems (MTS) is a subsidiary of Sistema a Russian conglomerate. MTS provides wireless voice, messaging, broadband Internet and data services in India. The company has more than 16 million customers. 32
5.8 Uninor
Corporate office – Gurgaon, India | Establishment – 2009 | Business – Telecommunications | Website – www.uninor.in | Uninor is an Indian mobile service provider based in Gurgaon. It is a Telenor Group company offering mobile data and voice services based on the GSM platform. The company has over three crore subscribers in Goa, Gujarat, Andhra Pradesh, Uttarkhand, Bihar, Uttar Pradesh, Jharkhand and Maharashtra. 5.9 BSNL
Corporate office – New Delhi | Establishment – 2000 | Business – Telecommunications | Website – www.bsnl.co.in | Bharat Sanchar Nigam Limited is a state-owned telecommunications service provider established on 15 September 2000. It is the fourth largest mobile telephony provider and largest provider of fixed telephony in India 5.10 TELECOM OPERATOR BY SUBCRIBER COURT IN INDIA
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Customer care as the name suggests it is for the customer satisfaction and convience.The main aim of it is to provide valuable service to customers as solve their problems. But airtel lacks in its customer care services. The people sitting in their customer care office lack in basic ethic sense and mannerism to deal with their customers. Vodafone customer care is also not so good but Airtel customer care is worst than any other telecom company.
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CHAPTER 6 DATA ANALYSIS AND INTERPRETATION
Q.1 Do you have a mobile phone? Purpose:
The main purpose of this question is to know how many respondents use mob ile phone
Interpretation:
93% of the respondents are have a mobile phone while 7% of the respondents do not have a mobile
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Q2).1. Are you aware about telecommunications services?
Purpose:
The main purpose behind this question is to know about the awareness of respondents regarding different telecommunications services and also to know about which telecommunication (operator’s) service they use.
Interpretation:
95% of the respondent are aware about telecommunication services while 5% are not aware.
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Q.2.2. If yes, then which operator’s service do you use?
Interpretation:
Major respondents using mobile are enjoying Vodafone services. 16% of the respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2% respondents use Reliance, BSNL and Tata Indicom respectively
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Q.3) Are you aware about Vodafone
Purpose
The purpose behind this question is to know about the awareness of Vodafone among all the respondents.
Interpretation:
Here 100% of respondents are aware about Vodafone Services
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Q.4) From which sources you came to know about Vodafone?
Purpose:
The purpose behind this question is to know from which sources the respondents came to know about Vodafone.
Interpretation:
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.
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Q.5) Since how long you are using Vodafone Services?
Purpose:
The purpose behind this question is to know about the usage time of Vodafone customers i.e. since how long they are using Vodafone services
Interpretation:
Major Respondents using Vodafone are old customers. 39% of the respondents use Vodafone services from past more than 1 year while the lowest is 14% respondents using Vodafone services less than 1 month.
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Q6) Which of the following services do you use of Vodafone?
Purpose:
The purpose behind this question is to know which services do the Vodafone customer use, Pre-Paid or Post-Paid.
Interpretation:
84% of the respondents use pre-paid services while only 16% of the respondents use post-paid services.
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Q7) Which services are more helpful to you while using Vodafone Services?
Purpose:
The purpose behind this question is to know which services are more helpful to the respondent while using Vodafone.
Interpretation:
Here major Respondents are youngsters so they mainly use SMS services of Vodafone. 37% of the respondents use Vodafone for SMS services while only 14% of therespondents use Vodafone for Value Added Services. 42
Q8) Do you call at customer care?
Purpose:
The purpose of this question is to know how many times and how often the respondents call at customer care of Vodafone.
Interpretation:
87% of the respondent calls at customer care while 13% respondents do not call at customer care.
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Q9) For what reason you call at customer care?
Purpose: The main purpose of this question is to know the reason of the respondents regarding calling at customer care.
Interpretation
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
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Q.10) Rate the following on the basis of your satisfaction?
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CHAPTER 7 SUGGESTION AND CONCLUSION 7.1 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 respondents are brand loyal to 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
7.2 SUGGESTION
Vodafone should provide more offers to Post-Paid customers so that the number of Post-Paid customers increase.
Vodafone should bring introduce some new SMS schemes for the youngsters.
Vodafone should introduce more schemes and offers.
Vodafone should provide more schemes and offers to its old customers.
Vodafone should decrease call rates of STD and ISD
Vodafone should decrease call rates for local users.
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ANNEXURE
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