Marketing Plan for Vodafone

“Marketing Plan for Vodafone“ SUBMITTED BY: Priyanka Sardey (100) Div: B MMS 1st year

UNDER GUIDANCE OF Prof. Shilpa

DEPARTMENT OF MASTERS IN MANAGEMENT STUDIES AUDYOGIK SHIKSHAN MANDAL’S INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES

Contents

• Preface • Messages • Introduction • Mission Statement •

S.W.O.T Analysis

• About the Survey • Survey Analysis • Market Segmentation • Targeting •

Positioning

• Pricing • Advertisement •

Placement

• Conclusion

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INTRODUCTION . Vodafone is the world's largest mobile telecommunications community, employing over 65,000 staff and with over 130 million customers. The business operates in 26 countries worldwide. Vodafone is a public limited company with listings on the London and New York stock exchanges. Global recognition of the Vodafone brand is growing as the company rolls out its identity into new markets. However, it retains local names and imagery in markets where this is essential to maintaining the trust of customers. To help promote its image worldwide, Vodafone uses leading sports stars from high profile global sports, including David Beckham and Michael Schumacher. This Case Study concentrates on how such promotion can help to keep a leading brand at the forefront of public awareness

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This is my honor to speak here for the product which was like a dream at the beginning and especially in such a big market of India, infact, I should say in such a big and saturated market of India. Our one of the main task was to find the space for such product in the highly saturated market of India. For that reason our team decided to work on few steps which were basically to get the feed back from the market as fallow. Basically our objectives were to find out the behaviors of the consumers or the customers towards the product available in the market that either consumer or the customer is after the • • •

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Quality of the product. or after the price of the product. or after the good presentation of the product which includes the servicing. or if the consumer is after or comes for particular product and why, either because of effective advertisement on the media like television or news papers or other means of advertisement.

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Mission Statement

“We will be the communications leader in an increasingly connected world” Vodafone Group Plc is the world's leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States through the Company's subsidiary undertakings, joint ventures, associated undertakings and investments. The Group's mobile subsidiaries operate under the brand name 'Vodafone'. In the United States the Group's associated undertaking operates as Verizon Wireless. During the last two financial years, the Group has also entered into arrangements with network operators in countries where the Group does not hold an equity stake. Under the terms of these Partner Network Agreements, the Group and its partner networks co-operate in the development and marketing of global services under dual brand logos. At 31 December 2008, based on the registered customers of mobile telecommunications ventures in which it had ownership interests at 5

that date, the Group had 289 million customers, excluding paging customers, calculated on a proportionate basis in accordance with the Company's percentage interest in these ventures. The Company's ordinary shares are listed on the London Stock Exchange and the Company's American Depositary Shares ('ADSs') are listed on the New York Stock Exchange. The Company had a total market capitalisation of approximately £74 billion at 31 December 2008. Vodafone Group Plc is a public limited company incorporated in England under registered number 1833679. Its registered office is Vodafone House, The Connection, Newbury, Berkshire, RG14 2FN, England.

SWOT STRENGTHS: Vodafone has its brand image and its ranking is 2nd in world. so here one thing is conform that Vodafone has good network and outstanding services that’s why its users are most after china mobiles. At gave some special packages to attract customers. It can offer international roaming facility more than any network in India. Financially Vodafone is strong and is able to invest heavy amount in India. WEAKNESS : It has to take license from PTA and act according to rules of India due to which it may not give it’s special services like 3G,vedio calling and call to someone by hiding your phone number.

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OPPORTUNITIES: Vodafone can capture Asian market if it can grow in India ,55% of population of India is young and mobile phones are most commonly used by young ones. Demographs of India tell us that in this company Vodafone can earn heavy amount of revenue. Total mobile users in India is 89.9 million and the population of the country is 1.15 billion. So there is space for market penetration . If Vodafone offers some special packages for limited time then customer of other networks may switch. Vodafone have better technology so it can capture the customers of the other networks as well. With India Vodafone can capture Asia as well because of population or demographs of India. THREATS: The current recession in market is not good for any kind of business including telecommunication. Five cellular companies are already working in India. The situation in India is not good specially political and peace. There are a lot of uncertainties in the country.

About The Survey The survey we made was important for the project to show us a right path towards the launching of our product VODAFONE.

Survey Analysis 7

This survey was done in several areas of Mumbai like Andheri, Bandra, Ghatkopar and many more. 52% people said that they normally go for the network covearge of company  According to 18% of the people they do want network coverage but they prefer or would like low price rate than other  only 5% peoples were for only good presentation  and the remaining 25% people voted for international brand 

VODAFONE

Trends • • • • •

The population of India is 1.15 billion 89% of population take as new brand 70% of population make use about 500 sms a day 50% of the population about 4 hours call in a day 65% of the population are regular user for making call and sms

Customer Satisfaction Survey - listening to customers' needs As part of our ongoing commitment to delivering exceptional service and support, we recently surveyed a number of our Global Enterprise customers. The analysis of these results identified some key areas where Global Enterprise can develop solutions and provide greater benefits and support to our customers. Pricing Globally consistent pricing is crucial for any global business in order to manage its communications spend more effectively. We have launched a new voice roaming tariff that can be used for both domestic and international voice usage, across 5 European markets and are currently working on extending this footprint. For data, we have developed a roaming package that is simple, predictable, capped and available across 10 European markets

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We are working on an improved monthly roaming tariff for mobile datacards plus a Friends and Family tariff, which we plan to announce later this year. Contracts & commercial terms In addition to shortening and simplifying our contracting process, our legal and commercial teams have continued to grow in order to provide even greater support for customers. Our Master Services Agreement has been expanded to cover new countries, increasing the footprint available under this contract. Global Footprint & Communications We continue to identify opportunities for expansion of the Vodafone footprint, as well as increasing our engagement with our partners across the globe. We have appointed a number of Regional Engagement Managers who are responsible for ensuring that the needs of Vodafone Global Enterprise customers are prioritised within Vodafone affiliates and partners. We are also building an agency management capability specifically for Vodafone Global Enterprise customers to ensure that you have a consistent approach to managing mobility worldwide A number of Customer Forum events are being planned for the coming year. These will provide an ideal opportunity to interact with other global businesses and ensure that you’re kept up to date with the latest product and service information from Global Enterprise. Global Solutions We have increased our portfolio of global solutions with consistent products across key markets, such as Vodafone Applications Service which enables you to access critical applications from any smart device. We continue to build our managed service capabilities, specifically for reporting, security and device management. This year will see the launch of Spend Manager, providing a web based reporting tool for our customers to keep control of spend and profiles across multiple countries. 9

Service Implementation We understand that the speed of implementing any new solution is critical for our customers and we continue to build a world class service and programme management team to provide even greater support in this area. We have adopted MSP and Prince 2 as our project and programme management methodology and introduced direct reporting lines between our national service teams and Vodafone Global Enterprise to ensure greater control of end-to-end implementation. We continue to further develop our professional managed services capabilities to reduce the complexity and cost of managing your global communications. Your Global Service Manager will be able to give you more information on how we can help your business. Customer Satisfaction Survey In the next survey in March 2008, we will invite all of our Global Enterprise accounts to take part to build a complete picture of our customers’ views. We will continue to monitor our performance and ensure that we are continuously improving the service that we provide. If you would like more formation about the survey process, please contact your Global Account Manager or Global Service Manager for further details.

Market Segmentation After gathering all this data our objective was to segment the market or market targeting. We tried to follow the theory of the segmentation which says that, to be useful, market segments must be: •

Measurable: The size, purchasing power, and profiles of the segments can be measured. Certain segmentation variables are difficult to measure. Like for our product 89% of the population of Mumbai takes tea and more than 70% of the population takes tea 10

more than one time daily and in that 70% more than 50% of the population takes tea more than one time to four times a day. And the population of Mumbai is more than 10 million and according to the report 8.9million people are the customers for the tea. And 70% means 7 million are the potential customers of this product. •

Accessible: The market segments can be effectively reached and served. Like our advertisement team was working very hard to capture or dominate the mass marketing strategy we adopted, in the same manner we did make sure that our distribution channels are capable enough to provide the service to the consumer by making sure that the availability of the product is certain.

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Substantial: The market is large or profitable enough to serve. A segment should be the largest possible homogenous group worth pursuing with a tailored marketing program. It would not pay like our product Unique, was for everyone and there was no restriction of anything in the usage. So for such a saturated market to get a break through we tried our UNIQUE in a unique manner and started mass marketing. and in that we decided to produce 50,000 honorary pack of our unique tea and handed to a departmental chain store’s w and our unique tea sachets we given to the customers free of charge spending only 30/= and in the same way we distributed the sachets in the public places like some shopping malls like Inorbit, Infinity, Hub and in the peak hours we distributed them at traffic signals free of charge so as to get a noise level in the city , which was one of our main objective in the beginning and this cost us approx 0.4 million Indian Rupee so we adopted mass marketing rather than niche marketing. Actually we tried to take advantage over the competitors available in the market who are basically doing segmented marketing or niche marketing. The other segmentation strategies are as follows:

GEOGRAPHIC Country India City Mumbai, Delhi, Hyderabad and Many more……. Density Highly populated Climate for every climate

Chennai,

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DEMOGRAPHIC Age Gender Family Income Occupation Religion Nationality

above 16 both 1 - 2, 5+…. all all all all

PSYCHOGRAPHIC Social Class classes) Life Style

lower,

middle,

upper

(all

Regular

BEHAVIORAL Occupation Benefits Usage Rate Loyalty Readiness Attitude

Regular Communication Strong Regular Aware informed Positive

Targeting Targeting the segments is to evaluate the market segments these segments are we think best for our marketing of Tea.

GEOGRAPHIC Country City Density Climate

India Mumbai Highly populated for every climate

DEMOGRAPHIC Age Gender

above 16 both 12

Family Income Occupation Religion Nationality

1 - 2, 5+…. all all all all

Product Positioning After selecting the segment we had a big task of position our product in the customers mind. As we know that a product’s position is the way the product is defined by the consumer on the important attributes, the place a product occupies in the consumers mind relative to the competing products. Positioning involves implanting the brands unique benefits and differentiation in customers mind. As we tried to position our product as the strongest communication services in the market by comparative advertisement on the media and as I mentioned earlier that we have already tried to get an effective noise level in the consumer surroundings before starting our media publicity. Consumers are always overloaded with information about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying process consumers organize products into categories, they position products, services and companies in their minds. A products position is the complex set of perception, impression and feelings that consumers have for the product compared with the competing products. Consumer position their product with or without the help of marketers, but marketers do not want to leave their products position’s to chance. They must plan position that will give their products the greatest advantage in selected target markets.

Competitive Advantage …………“The competitive advantage of our services was that, that it is equally strong as Mobilink but at an affordable price. This service 13

possess some kind of uniqueness which the other brands does not posses.” Which Differences To Promote? Not all brand differences are meaningful or worth-while not every difference makes good differences are meaningful or worth-while not every difference make a good differentiator. Each difference has the potential to create company costs as well as customer benefits .therefore; the company must carefully select the ways in which it will distinguish itself from competitors. A difference is worth establishing to the extents that it satisfies the following criteria: •

Affordable: “Our services are a unique in many aspects; one of them is the price. We have offered our communication services at low price than the other services. We are able to do this because of the new technology, equipments, and accessories. The modern techniques help us to minimize the cost in the tea production.”

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Important: to target buyer.

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Distinctive: Competitors do not offer the difference; other company can offer it in a more distinctive ways. Superior: The difference is superior to other ways that customers might obtain the same benefit.

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The difference delivers a highly valued benefit

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Communicable: The difference is communicable and visible to buyers.

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Preemptive:

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Profitable:The product must provide a real benefit to consumer.

Competitors cannot easily copy the difference.

Pricing.

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The pricing of the tea is specially designed for the special purpose that is “Affordable for all”. The company had decided earlier that the price factor of Vodafone will be carrying a unique factor of affordability. But the quality is same as the expensive one. The pricing is leveled very correctly by our competent team of researchers. peoples are very loyal to the brands or they don’t want change we introduce (likho)sachets & where the peoples want to experience and have resources to taste new and can buy more in quantity we introduce the boxes (packets) etc.

Advertisement As we had already started our mass marketing so we managed to get a noise level within the market and we also used TV and Newspaper for the advertisement, and for advertisement we hired an advertising company. And our sales team did provide light boards to more to more than 60 big stores in Mumbai which had our product’s name on it. In the same time our sales team gave targets to the different retailers and set bonuses for them on achieving certain targets. At the same time we started a quiz questions along with a scratch card with our product and different prizes were allocated for the winners. The one of the basic innovative idea is related to our product is the “advertising unlimited”. As we are approaching the normally promotion channels like print media, electronic media (+internet) etc. We are also looking widely at the billboard concept of advertising, the sell stands, sell promotion campaign by moving vehicles, the hoardings but the thing we include in that is we will be launching a parachute carrying our label on it, the hoardings will be every where. The concept of this huge marketing campaign was the part of the organization statement of Uniqueness which is the main difference between our product and others. Customers, marketing and distribution Vodafone endeavours to ensure that customers’ needs are at the core of all products and services. Understanding these needs and continuing to serve them is key to Vodafone’s customer strategy.

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Customers Vodafone has 302.6 million proportionate mobile customers across the globe. The Group seeks to use its understanding of customers to deliver relevance and value and communicate on an individual, household, community or business level. In delivering solutions that meet customers’ changing needs in a manner that is easy to access and is available when required, Vodafone aims to build a longer and deeper customer relationship. Vodafone continues to use a customer measurement system called “customer delight” to monitor and drive customer satisfaction in the Group’s controlled markets at a local and global level. This is a proprietary diagnostic system which tracks customer satisfaction across all points of interaction with Vodafone and identifies the drivers of customer delight and their relative impact. This information is used to identify any areas for improvement and focus. Customer segmentation Customer segments are targeted through many different tariffs and propositions, which are adapted for any localised customer preferences and needs. These often bundle together voice, messaging, data and, increasingly, fixed line services.

Consumer Customers are typically classified as prepaid or contract customers. Prepaid customers pay in advance and are generally not bound to minimum contractual commitments, while contract customers usually sign up for a predetermined length of time and are invoiced for their services, typically on a monthly basis. Increasingly, Vodafone offers SIM only tariffs allowing customers to benefit from the Vodafone network whilst keeping their existing handset. Enterprise The Group continues to grow usage and penetration across all business segments. VGE manages the Group’s relationship with Vodafone’s 270 largest multinational corporate customers. VGE simplifies the provision of fixed, mobile and broadband services for MNCs who need a single 16

operational and commercial relationship with Vodafone worldwide. It provides a range of managed services such as central ordering, customer self-serve web portals, telecommunications expense management tools and device management coupled with a single contract and guaranteed service level agreements. The Group continues to expand its portfolio of innovative solutions offered to small office home office (‘SoHo’), SME and corporate customers. Increasingly these combine fixed and mobile voice and data services integrated with productivity tools.

Marketing and brand

Vodafone has continued to build brand value by delivering a superior, consistent and differentiated customer experience. Communication activities are focused on delivering the promise of “helping customers make the most of their time”. The Group’s vision is “to be the communications leader in an increasingly connected world” expanding the Group’s category from mobile only to total communications. To 17

enable the consistent use of the Vodafone brand in all customer interactions, a set of detailed guidelines has been developed in areas such as advertising, retail, online and merchandising. Vodafone regularly conducts brand health tracking, which is designed to measure the brand performance against a number of key metrics and generate insights to assist the management of the Vodafone brand across all Vodafone branded operating companies. An external accredited and independent market research organisation provides global coordination of the methodology, reporting and analysis. Vodafone’s global sponsorship strategy has delivered a strong set of results across all Vodafone markets, with central sponsorship agreements such as the title sponsorship of the Vodafone McLaren Mercedes F1 team. The winning performance of the Vodafone McLaren Mercedes F1 team during the 2008 season enabled Vodafone to maintain a dominant presence in one of the world’s most popular sporting events. Vodafone successfully integrated the sponsorship into a wide variety of business activities including communications, events, content and acquisition and retention promotions. Distribution Vodafone directly owns and manages over 1,800 stores selling services to customers and providing customer support. The store footprint is constantly reviewed in response to market conditions. The Group also has 5,200 Vodafone branded stores, which sell Vodafone products and services exclusively through franchise and exclusive dealer arrangements. Additionally, in most operating companies, sales forces are in place to sell directly to business customers. The internet is increasingly a key channel to promote and sell Vodafone’s products and services and to provide customers with an easy, user friendly and accessible way to manage their services and access support, whilst reducing costs for the Group. The extent of indirect distribution varies between markets but may include using third party service providers, independent dealers, distributors and retailers. The Group hosts MVNOs in a number of markets, selling access to the Vodafone network at a wholesale level. 18

Where appropriate, Vodafone seeks to enter mutually profitable relationships with MVNO partners as an additional route to market.

Company’s Future Prospectus The Vodafone also took some additional steps for the consumer’s sake and different interests. We are suppose to launch India website shortly in which the facilities of free email account, chatting rooms, E-greetings, current news, stock rate, weather situation etc. We are moving towards fulfilling the requirements of new millennium costumers.

Conclusion After all in this project we gain a lot of knowledge, what is marketing, how can we market a product of daily life use, how can we learn about the different strategies using in product development and other marketing terms especially in normal consumer market. This project will be very helpful in our professional life not but this our first marketing project which we will not forget throughout our lives.

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