A Minor Project Report

On
SALES PROMOTION AND DISTRIBUTION OF VODAFONE
SUBMITTED IN THE PARTIAL FULFILLMENT OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
(2013- 2016)

UNDER THE GUIDANCE OF:

MS. VIJETA BAWARI

Submitted by
Pranav Raghav
07621201713
BBA (G) III Semester

MAHARAJA SURAJMAJ INSTITUTE

Affiliated to Guru Gobind Singh Indraprastha University, Delhi.
Janakpuri, New Delhi- 110037
TABLE OF C O N T E N T S

Student declaration…………………………………………………………………………… i

Certificate by the guide………………………………………………………………………..ii

Acknowledgement……………………………………………………………………………...iii

Abstract………………………………………………………………………………………….iv

CHAPTER-1 INTRODUCTION

1.1 Objectives of the study…………………………………………………...

1.2 Research Methodology of the study………………………………………………..

1.2.1 Research Design…………………………………………………….

1.2.2 Data Collection- Primary & Secondary data………………………………...

1.2.3 Method of data collection………………………………….…………………

1.2.4 Drafting of a questionnaire…………………………………………………

CHAPTER2 –COMPANY PROFILE
INTRODUCTION……………………………………………………………………….

VODAFONE INDIA………………………………………………………………….

VODAFONE FOR REST OF THE WORLD………………………………………...

ANNEXURE……………………………………………………………………….

Bibliography……………………………………………………………………………
 STUDENT DECLARATION

I hereby declare that the project entitled “S

SALES PROMOTION AND DISTRIBUTION OF
VODAFONE” under the guidance of “________________” submitted in the partial fulfillment
of degree of Bachelor of Business Administration from “MAHARAJA SURAJMAL
INSTITUTE, JANAKPURI New Delhi”. .

Pranav Raghav

__07621201713

Date:
 Certificate

This is to certify that project title “S

SALES PROMOTION AND DISTRIBUTION OF
VODAFONE” is the original work of Pranav Raghav_______ of BBA (G) 3rd Semester and
has been duly completed under my guidance and supervision upto my satisfactory level.

This work has been done in partial fulfillment of the requirement for the award of the degree of
BBA (G) from MAHARAJA SURAJMAL INSTITUTE Janakpuri, New Delhi..

Signature of the Guide

 Acknowledgement

It is pleasure to acknowledge many people who knowingly and unwittingly helped me, to
complete my project. First of all let me praise god for all the blessings, which carried me through
all those years.

I am particularly indebted to Director Prof. (Dr.) M.S.Chhikara, Maharaja Surajmal

Institute, which inculcated in me utmost respect for human values and groomed me up in the
field of software technology to take on the challenges of the competitive world.

First & foremost, I would like to express my regards to Ms. ______ for her constant
encouragement and support. I would also like to express my immense gratitude towards all the
lecturers of our college for providing the invaluable knowledge, guidance, encouragement
extended during the completion of this project.

I extend my sincere gratitude to all my teachers and guide who made unforgettable contribution.
Due to their sincere efforts I was able to excel in the work entrusted upon me.

Last but not the least; I am greatful to my parents, my sister, my brother, my friends and all well
wishers for their moral support and encouragement during the entire period of time.

Signature of the student

 INTRODUCTION

1.2 METHODOLOGY

Research Methodology is a highly intellectual Human activity used in the investigation of nature
and matter and deals specifically with the manner in which the data is collected, analyzed and
interpreted.
It‘s basically the methods you intend to adopt to gather information in pursuit of answers to the
research questions.

1.2.1 RESEARCH DESIGN

 EXPLORATORY RESEARCH

Exploratory research is a type of research conducted defined. Exploratory

research helps determine the best research design, data collection method &
selection of subjects. It should draw definitive conclusions only with extreme
caution. Given its fundamental nature, exploratory research often concludes that a
perceived problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing
available literature and/or data, or quantitative approaches such as informal
discussions with consumers, employees, management or competitors & more
formal approaches through in-depth interviews, focus groups, projective methods,
case studies or pilot studies.

 DESCRIPTIVE RESEARCH
Although the data description is factual, accurate and systematic, the research
cannot describe what caused a situation. Thus, descriptive research cannot be used
to create a casual relationship, where one variable affects another. In other words,
descriptive research can be said to have a low requirement for internal validity.
1.2.2 Data collection

Research Included gathering both PRIMARY & SECONDARY data.

Primary Data:

Primary data is the first hand data, which are selected a fresh and thus happen to be original in
character . Primary Data was crucial to know various customers shopping & to calculate the
market share of this brand in regards to other brands.

SOURCES: Questionnaire

Secondary Data:
Secondary data are those which have been collected by someone else & which already have been
passed through statistical process. Secondary data has been taken from interest, magazines &
companies web sites.

SOURCES: Magazines
Internet

1.2.3 METHODS OF COLLECTION OF DATA

 DOCUMENTS

 Internet.
 History of company.
 Reviews of websites users.
 Secondary data.
  SURVEYS

 Questionnaire.
 Informal interviews.

1.2.4 DRAFTING A QUESTIONNAIRE

In practical life, schedule or questionnaire has same meaning. But, theoretical aspect, difference
is made between a schedule and questionnaire.

If investigator himself fills the form by asking face to face questions to informants, it be called a
schedule, but on the other hand if the same work is done by sending '' form to the informant and
informant himself fills the form and sends it back, the in is called questionnaire.

Drafting of a Questionnaire or Schedule

The following are the main steps in the drafting of questionnaire or schedule.

1. Decision Regarding Questions:

To frame questionnaire or schedule, we have at first to decide regarding various questions to
be incorporated. This decision of the selection of questions depends upon the purpose of
enquiry. In this regard, precaution should be adopted to avoid irrelevant or unnecessary
questions.

2. Types of Questions:

Next step of drafting the questionnaire or schedule is to decide about the way in which questions
have to be asked? Questions can be asked in a number of ways like.

(a) Simple Alternative Questions:

These questions may be answered between two alternatives such as yes or no, for instance,
Do you have a Car?

Yes or No

Do you take drink?

Yes or No

Are you interested in higher study? :

Yes or No

(b) Multiple Choice Questions:

Multiple questions can be answered in a number of ways. For instance

How do you go to you office?

(i) On Foot (ii) By Cycle (iii) By Car (iv) By Local Bus

What is your marital status?

(i) Married (ii) Unmarried (iii) Widow (iv) Divorced

(c) Specific Information Questions:

Such questions are asked to obtain some specific information. For example.

(i) Are you married?

(ii) Are you unemployed?

(iii) Are you semi-employed?

(d) Open End Questions:

Such questions leave the door open to any answer. For example,

(i) How can the problem of unemployment be solved?

(ii) How can the industrial growth rate be maintained?

(iii) What is your monthly income?

3. Decision Regarding Question Wording:

Another step to draft questionnaire or schedule is to decide about the wording of different
questions. Questions used in questionnaire or schedule should be worded in such a manner that
they must be easily understood by the respondents. Terms should be clearly defined in the
questions.

4. Decision Regarding Order of Questions:

The last but not least it relates to the decision regarding the place of different questions in the
sequence. Questions should be adjusted in such a manner that there are no sudden jumps. One
question should lead to and flow into another.
 CHAPTER: 2
COMPANY PROFILE

Vodafone limited

The Vodafone "speech mark" logo in use since 1997

Type Public limited company

Traded as LSE: VOD NASDAQ: VOD

Industry Telecommunications

Predecessors Racal Telecom (1983 to 1991)

Founded 1991 - Newbury, Berkshire, United Kingdom

LONDON, UNITED KINGDOM

Headquarters (HEAD OFFICE )
NEWBURY, BERKSHIRE , UNITED KINGDOM
(REGISTERED OFFICE )

Area served Worldwide

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

Revenue £43.65 billion (2014)

Operating
£4.728 billion (2014)
income

Profit £429 million (2014)

Total assets £142.69 billion (2013)

Total equity £71.477 billion (2013)

Employees 91,272 (2013)

Divisions Vodafone Global Enterprise

Subsidiaries List

Website www.vodafone.com

Vodafone Group plc /ˈvoʊdəfoʊn/ is a British multinational telecommunications company

headquartered in London and with its registered office in Newbury, Berkshire.[2] It is the world's
2nd-largest mobile telecommunications company measured by both subscribers and 2013
revenues (in each case behind China Mobile), and had 434 million subscribers as of 31 March
2014.

Vodafone owns and operates networks in 21 countries and has partner networks in over 40
additional countries. Its Vodafone Global Enterprise division provides telecommunications and
IT services to corporate clients in over 65 countries.

Vodafone has a primary listing on the London Stock Exchange and is a constituent of the FTSE
100 Index. It had a market capitalisation of approximately £89.1 billion as of 6 July 2012, the
third-largest of any company listed on the London Stock Exchange. It has a secondary listing on
NASDAQ.

Name

The name Vodafone comes from voice data fone, chosen by the company to "reflect the
provision of voice and data services over mobile phones".

History

The evolution of 'Vodafone' brand started in 1982 with the establishment of 'Racal Strategic
Radio Ltd' subsidiary of Racal Electronics plc – UK's largest maker of military radio technology.
By initiative of Jan Stenbeck Racal Strategic Radio Ltd formed a joint venture with Millicom
called 'Racal Vodafone', which would later evolve into the present day Vodafone.

Evolution as a Racal Telecom brand: 1980 to 1991

Vodafone's original logo, used until the introduction of the speechmark logo in 1997

In 1980, Sir Ernest Harrison OBE, the then chairman of Racal Electronics plc. to a deal with
Lord Weinstock of General Electric Company plc to allow Racal to access some of GEC's
tactical battle field radio technology. The head of Racal's military radio division – Gerry Whent
was briefed by Ernest Harrison to drive the company into commercial mobile radio. Whent
visited GE’s mobile radio factory in Virginia, USA the same year to understand the commercial
use of military radio technology.

Previously in 1979, Jan Stenbeck, a head of a growing Swedish conglomerate, set up an

American company, Millicom, Inc., to pursue mobile communications by applying for licences
in the United States.
In the summer of 1982, Stenbeck approached Racal’s Whent about bidding jointly for the UK’s
second cellular radio licence, soon to be awarded, the first going by prior arrangement to British
Telecom. The two struck a deal giving Racal 60% of the new company, Racal-Millicom, Ltd,
and Millicom 40%. Due to UK concerns about foreign ownership, the terms were revised, and in
December 1982, the Racal-Milicom partnership was awarded the second UK mobile phone
network license. Final ownership of Racal-Millicom, Ltd was 80% Racal, with Millicom holding
15% plus royalties and venture firm Hambros Technology Trust holding 5%. According to the
UK Secretary of State for Industry, "the bid submitted by Racal-Millicom Ltd… provided the
best prospect for early national coverage by cellular radio."

Vodafone was launched on 1 January 1985 under the new name, Racal-Vodafone (Holdings)
Ltd, with its first office based in the Courtyard in Newbury, Berkshire, and shorty thereafter
Racal Strategic Radio was renamed Racal Telecommunications Group Limited. On 29 December
1986, Racal Electronics bought out the minority shareholders of Vodafone for GB£110 million;
and Vodafone became a fully owned brand of Racal.

In September 1988, the company was again renamed Racal Telecom. On 26 October 1988, Racal
Telecom, majority held by Racal Electronics; went public on the London Stock Exchange with
20% of its stock floated. The successful flotation led to a situation where the Racal's stake in
Racal Telecom was valued more than the whole of Racal Electronics. Under stock market
pressure to realise full value for shareholders of Racal, Harrison decides in 1991 to demerge
Racal Telecom.

VODAFONE INDIA
Vodafone India Limited, formerly Vodafone Essar Limited, is the third largest mobile network
operator in India after Airtel and Reliance Communication by subscriber base. It is headquartered
in Mumbai, Maharashtra.[1] It has approximately 160 million customers as of December 2013. It offers
both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the
metros.
Vodafone India provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology.
Vodafone India launched 3Gservices in the country in the January–March quarter of 2011 and plans
to spend up to $500 million within two years on its 3G networks.[2] Vodafone added maximum
subscribers in July 2014, with 13.6 lakh new users joining its network to take its base to 17.12 crore.
Vodafone is the second largest player in telecom operator in India after Airtel, with a market share of
22.95%.

Mobile Services

3G
On 19 May 2010, the 3G spectrum auction in India ended. Vodafone paid 11617.86 million (the
second highest amount in the auctions) for spectrum in 9 circles. The circles it will provide 3G in
are Delhi, Gujarat, Haryana, Kolkata, Maharashtra & Goa, Mumbai, Tamil Nadu, Uttar
Pradesh (East) and West Bengal.

On 16 March 2011, Vodafone launched 3G services in Uttar Pradesh (East) in the city of Lucknow. It
was the fifth private operator (seventh overall) to launch 3G services in the country, following Tata
Docomo, Reliance Communications, Airtel, and Aircel.

On 23 June 2011 Vodafone launched 3G service in Kerala by joining with Idea in an Intra Circle
Roaming agreement. Initially Vodafone 3G services will be available in the following cities in Kerala
– Ernakulam, Aluva, Calicut, Koyilandy, Alappuzha, Cherthala, Malappuram and Manjeri. On 28
June 2012, Vodafone launched a new international roaming package under which the users shall
have not to pay multiple rentals in the countries they are visiting.

M-Pesa
M-Pesa, branded as M-Paisa (the paisa being the largely unused subunit of the Indian rupee), was
launched in India[21][22] as a close partnership with HDFC bank in November 2011.[23] Development for
the bank began as early as 2008. The service continues to operate in a limited geographical area in
India. Vodafone India had partnered with both HDFC and ICICI,[24] ICICI launched M-Pesa on April
18, 2013.[25] Vodafone plans to rollout this service throughout India.[26] The user needs to register for
this service by paying 200 Rupees and there are charges levied per M-Pesa transaction.[27][28]
Angel Stores[edit]

As of 3 September 2013, there were a total of 16 Vodafone Angel Stores in 14 states, all staffed
entirely by women. Stores currently operate in Agra, Ahmedabad, Bhubaneshwar, Chennai, Delhi,
Goa, Haryana, Hyderabad, Jaipur, Kerala, Kolkata, Lucknow, Mumbai, Mysore, Pune, Shillong,
Vadodara and Rajkot.[29]

According to Marten Pieters, Managing Director and CEO, Vodafone India, "The Angel Stores are a
part of Vodafone’s commitment to provide our women employees with one of the most secure and
productive work environment. Additionally, our women customers feel more welcomed while visiting
the store."[30]

Subscriber base[edit]

Following is the Vodafone India subscriber base statistics as on September, 2014.[31]

Subscriber Base Statistics as on September,

2014

No. of
Telecom Cicle
Subscribers

Gujarat 15,801,117

Uttar Pradesh(East) 14,526,236

Maharashtra 12,977,123

West Bengal 11,165,667

Tamil Nadu 9,777,927

 Subscriber Base Statistics as on September,
2014

No. of
Telecom Cicle
Subscribers

Rajasthan 8,565,366

Uttar Pradesh(West) 8,999,073

Andhra Pradesh 5,224,689

Delhi 8,449,120

Goa 7,134,576

Karnataka 6,452,620

Kerala 6,067,506

Bihar 6,381,278

Kolkata 4,084,284

Punjab 4,309,853
 Subscriber Base Statistics as on September,
2014

No. of
Telecom Cicle
Subscribers

Haryana 4,437,015

Madhya Pradesh &

4,101,877
Chhattisgarh

Chennai 2,091,411

Odisha 2,789,575

Assam 2,188,073

North East 928,563

Jammu & Kashmir 666,009

Himachal Pradesh 475,329

Mumbai 6,160,353

Total number of Vodafone India Subscribers : 141,519,840, i.e. 21.54% of the

total 657,158,013 Indian mobile phone subscribers
Vodafone Group, then Vodafone Airtouch plc: 1991 to 2000

On 16 September 1991, Racal Telecom was demerged from Racal Electronics as Vodafone
Group, with Gerry Whent as its CEO.

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.

In January 1997, Gerald Whent retired and Christopher Gent took over as the CEO. The same
year, Vodafone introduced its Speechmark logo, composed of a quotation mark in a circle, with
the O's in the Vodafone logotype representing opening and closing quotation marks and
suggesting conversation.

On 29 June 1999, Vodafone completed its purchase of AirTouch Communications, Inc. and
changed its name to Vodafone Airtouch plc. The merged company commenced trading on 30
June 1999.[24] In order to gain anti-trust approval for the merger, Vodafone sold its 17.2% stake
in E-Plus Mobilfunk.[25] The acquisition gave Vodafone a 35% share of Mannesmann, owner of
the largest German mobile network.

On 21 September 1999, Vodafone agreed to merge its U.S. wireless assets with those of Bell
Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000, just a few
months prior to Bell Atlantic's merger with GTE to form Verizon Communications, Inc.

In November 1999, Vodafone made an unsolicited bid for Mannesmann, which was rejected.
Vodafone's interest in Mannesmann had been increased by the latter purchase of Orange, the UK
mobile operator. Chris Gent would later say Mannesmann's move into the UK broke a
"gentleman's agreement" not to compete in each other's home territory. The hostile takeover
provoked strong protest in Germany, and a "titanic struggle" which saw Mannesmann resist
Vodafone's efforts. However, on 3 February 2000, the Mannesmann board agreed to an increased
offer of £112 billion, then the largest corporate merger ever. The EU approved the merger in
April 2000 when Vodafone agreed to divest the 'Orange' brand, which was acquired in May 2000
by France Télécom. The conglomerate was subsequently broken up and all manufacturing
related operations sold off.

The headquarters of Vodafone Romania in Bucharest

On 28 July 2000, the Company reverted to its former name, Vodafone Group plc.

In 2001, the Company acquired Eircell, the largest wireless communications company in Ireland,
from eircom. Eircell was subsequently rebranded as Vodafone Ireland. Vodafone then went on to
acquire Japan's third-largest mobile operator J-Phone, which had introduced camera phones first
in Japan.

On 17 December 2001, Vodafone introduced the concept of "Partner Networks", by signing

TDC Mobil of Denmark. The new concept involved the introduction of Vodafone international
services to the local market, without the need of investment by Vodafone. The concept would be
used to extend the Vodafone brand and services into markets where it does not have stakes in
local operators. Vodafone services would be marketed under the dual-brand scheme, where the
Vodafone brand is added at the end of the local brand. (i.e., TDC Mobil-Vodafone etc.)
In 2007, Vodafone entered into a title sponsorship deal with the McLaren Formula One team,
which traded as "Vodafone McLaren Mercedes" until the sponsorship ended at the end of the
2013 season.

In May 2011, Vodafone Group Plc bought the remaining shares of Vodafone Essar from Essar
Group Ltd for $5 billion.

On 1 December 2011, it acquired the Reading based Bluefish Communications Ltd – an ICT
consultancy company. The acquired operations formed the nucleus of a new Unified
Communications and Collaboration practice within its subsidiary – Vodafone Global Enterprise,
which will focus on implementing strategies and solutions in cloud computing, and strengthen its
professional services offering.

In April 2012, Vodafone announced an agreement to acquire Cable & Wireless Worldwide
(CWW) for £1.04 billion. Vodafone was advised by UBS AG, while Barclays and Rothschild
advised Cable & Wireless. The acquisition will give Vodafone access to CWW's fibre network
for businesses, enabling it to take unified communications solutions to large enterprises in UK
and globally; and expand its enterprise service offerings in emerging markets. On 18 June 2012,
Cable & Wireless' shareholders voted in favour of the Vodafone offer, exceeding the 75% of
shares necessary for the deal to go ahead.

On 24 June 2013, Vodafone announced it would be buying German cable company Kabel
Deutschland. The takeover is valued at €7.7 billion, and was recommended over the bid of rival
Liberty Global.

On 2 September 2013, Vodafone announced it would be selling its 45% stake in Verizon
Wireless to Verizon Communications for $130 billion, in one of the biggest deals in corporate
history.[40]In October 2013, Vodafone began its rollout of 4G to provincial New Zealand, with
the launch of the system in holiday hotspots around Coromandel. In February 2014, Vodafone
made an offer to acquire Spain’s largest cable operator, ONO, in a deal rumoured to be around
€7 billion.
Adverts

Since 2010, the adverts feature two bees named Jack and Mike who are voiced by Karl Theobald
and Dan Antopolski. Other adverts feature Star Wars character Yoda. Idris Elba does voice over
for adverts.

Financial results

Vodafone reports its results in accordance with International Financial Reporting Standards
(IFRS).

Vodafone has some large minority stakes, which are not included in its consolidated turnover. In
order to provide additional information on the overall scale and growth trends of its business, it
publishes "proportionate turnover" figures, and these are included in the tables below. For
example, if a business in which it owns a 45% stake has turnover of £10 billion, that equals
£4.5 billion of proportionate turnover for Vodafone. Proportionate turnover is not an official
accounting measure, and Vodafone's proportionate turnover should not be compared with other
companies' statutory turnover.

Vodafone also produces proportionate customer number figures on a similar basis, e.g. if an
operator in which it has a 30% stake has 10 million customers that equals 3 million proportionate
Vodafone customers.

Year ended Turnover Profit before Profit for the Basic eps Proportionate
31 March £m tax £m year £m (pence) customers (m)

2013 44,445 3,255 673 0.87 404.0

2012 46,417 9,549 7,003 13.74 446.5

2011 45,884 9,498 7,870 15.20 347.7

2010 44,472 8,674 8,618 16.44 341.1

2009 41,017 4,189 3,080 5.81 302.6

2008 35,478 9,001 6,756 12.56 260

2007 31,104 (2,383) (5,297) (8.94) 206.4

2006* 29,350 (14,835) (21,821) (35.01) 170.6

2005 34,073 7,951 6,518 9.68 154.8

2004 36,492 9,013 6,112 8.70 133.4

*Losses for year to 31 March 2006 reflect write downs of assets, principally in relation to the
Mannesmann acquisition. Proportionate turnover includes £7,100 million from discontinued
operations.

Criticisms

UK Uncut protestors outside a Vodafone shop in Liverpool.

In September 2010, an investigation by Private Eye magazine revealed certain details of

Vodafone's tax avoidance activities. It was reported that Vodafone routed the acquisition of
Mannesmann through a Luxembourg subsidiary, set up to avoid paying tax on the deal, and
continued to place its profits in Luxembourg. Following a long legal struggle with HMRC
(during which a senior HMRC official, John Connors, switched sides to become head of tax at
Vodafone), it was eventually agreed that Vodafone would pay £1.25 billion related to the
acquisition. Based on Vodafone's accounts, experts have estimated the potential tax bill written
off as a result of the negotiations was over £6 billion.

The news of this legal tax avoidance sparked angry protests, beginning in October 2010 and
ongoing as of April 2011, outside Vodafone shops across the UK, organised under the banner of
UK Uncut. The first protests caused the simultaneous closure of over a dozen stores, including
the flagship Oxford Street branch.

In 2011, Private Eye magazine and The Bureau of Investigative Journalism alleged that
Vodafone's Swiss branches were run by a single part-time bookkeeper. The report claimed
hardly any business was done from there, indicating that the main purpose of the Zug office was
tax avoidance. The report claimed the money was borrowed from the Swiss branch of the
Luxembourg company, allowing it to take advantage of Luxembourg’s laws, which exempts
foreign branches of companies from tax, and Swiss laws, which almost completely exempt local
branches of foreign companies. According to the expose, this would have otherwise generated a
British tax bill on a little over £2 billion. It said Vodafone publishes a single, combined set of
accounts for its Luxembourg subsidiaries and their Swiss branches. For the one company, profits
worth £1.6 billion were taxed at less than one per cent in 2011, and the profits are likely to have
been attributed to Switzerland. In its response to these allegations, Vodafone has said the Swiss
branch has not been involved in Vodafone’s global financing for a number of years. It is,
therefore, irrelevant in respect to global financing arrangements.

Vodafone was also assessed a US$2.5 billion tax over its acquisition of Hutchison Whampoa's
Indian assets in 2007, a demand that it contests. In a recent event dated 20 January 2012, Indian
highest court ruled that Vodafone is not liable for taxes and penalties of up to $4.4 billion
(£2.8 billion).
Vodafone was implicated in the violent suppression of pro-democracy protests in Egypt's 2011
demonstrations. On 27 January, Vodafone, responsible for much of Egypt's telecommunication
infrastructure, shut off all voice and data services for Egyptian citizens and businesses at the
request of the Egyptian Government under Hosni Mubarak. The Daily Telegraph of the UK
reported, "The Egyptian government’s action is unprecedented in the history of the
internet."U.S.-based Internet intelligence firm Renesys stated, "in an action unprecedented in
Internet history, the Egyptian government appears to have ordered service providers to shut
down all international connections to the Internet." Vodafone Group CEO Vittorio Colao said the
company was obliged by law to comply with the instructions of the Egyptian government.In the
company’s annual general meeting, on 26 June, the campaign groups Access and FairPensions
asked Vodafone to endorse a plan to prevent facing similar demands in the future.

In Australia, particularly towards the end of 2010, Vodafone have been heavily criticised due to
allegations of poor customer service and severe technical inadequacies, which earned them their
nickname "Vodafail" – a website of the same name still exists. In response, they have developed
a "new" network, and now provide a 30-day satisfaction guarantee.

Surveillance Infrastructure

In June 2014 Vodafone revealed information about theirs and other telecommunication operators'
'direct access systems', content data and metadata interception programmes global

Vodafone, the world¶s leading international mobile communications company, has fully arrived
in India. Vodafone Essar announced today thatthe 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 ³We¶ve had a great innings asHutch 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.´

Harit Nagpal, Marketing and New Business Director, Vodafone Essar, said, This transition is
probably the largest brand change ever undertaken in this country and arguably as big as any in
the world. It is even larger than our own previousbrand transitions as it touches over 35 million
customers, across 400,000shops and thousands of our own and our business associates¶n
employees.´The Vodafone mission is to be the communications leader in an increasingly
connected world enriching customers¶ lives, helping individuals, businesses and communities
be more connected by delivering their total communication needs.Vodafone¶s logo is a true
representation of that belief. The start of a newconversation, a trigger, a catalyst, a mark of true
pioneering.Vodafone established its presence in India in 1994 by acquiring the cellular license
for Mumbai. It now has operations in 16 circles accounting for 70% of India¶s mobile customer
base. With over 27.7 million customers, it is one of India¶s most reputed telecom
companies.Vodafone, under the Hutch brand, over the years, has been named the µMost
Respected Telecom Company¶, the µBest Mobile Service in the country¶, and theµMost
Creative and Most Effective Advertiser of the Year¶.Hutchison Essar is now part of Vodafone ±
the worlds leading internationalmobile communications company. Vodafone now has operations
in 26 countriesacross 5 continents and 36 partner networks with about 225 million
proportionatecustomers worldwide. Vodafone has tied up with Essar as its principal jointventure
partner for the Indian operation.

The Essar Group is one of India¶s largestcorporate houses with interests spanningthe
manufacturing and service sectorslike Steel, Oil & Gas, Power,
Telecom & BPO, Shipping & Logistics andEngineering & Constructions.
The Group has an asset base of over Rs.20 billion(US$ 4.4.billion) and employs over 4000
people.

3.2 DRIVE OPRATIONAL PERFORMANCE

3.2.1 VALUE ENHANCEMENT
They will drive operational performance through customer valueenhancement (which replaces
revenue stimulation) and cost efficiency.Value enhancement involves maximizing the value of
their existing customer relationships not just the revenue. They will move away from unit pricing
and unit-based tariffs to propositions that deliver much morevalue to our customers in return for
greater commitment, incremental penetration of the account or more balanced commercial. This
will require a more disciplined approach to commercial costs to ensure their investment is
focused on those customers with higher lifetime value.They are confident that by targeting their
offers, they can deliver more value to our customers and have a better financial outcome for
Vodafone.

3.2.2 COST REDUCTION

Cost efficiency requires them to continue to deliver scale benefits byoptimizing operating and
capital expenditure. Across the Group they havea significant number of cost programmers, which
they expect to reduce current operating costs by approximately £ 1 billion per annum by the2011
financial year. This will offset the pressures from cost inflation and the competitive environment
and enable investment in revenue growth opportunities. As a result, on a like-for-like basis, we
are targeting broadly stable operating costs in Europe and for operating costs to grow at a
lower rate than revenue in ACE (Africa and Central Europe) and APME (Asia Pacific and
Middle East) between the 2008 and 2011 financial years. Capital intensity is expected to be
around 10% over this period in Europe and to trend to European levels in emerging markets over
the longer term.

3.3 PURSUE GROWTH OPPORTUNITIES IN TOTAL

COMMUNICATION
3.3.1 MOBILE DATA

They have made significant progress on mobile data, with 20nnualizedrevenue of £3 billion.
This is still a large opportunity, with the penetration of data devices relatively low in Europe and
almost nil in emerging markets.
3.3.2 ENTERPRISE

They have a strong position in core mobile services and they have built asolid presence in 18
months in multi-nation accounts through Vodafone Global Enterprise. They will make the most
of this strength to expand our offerings into the broader enterprise communications market
locally. This means serving small and home offices (SOHs) and small-to-medium enterprise
(SMEs) with shared platforms and services, supported by our local sales forces.

3.3.3 BROADBAND

They will adopt a market-by-market approach focused on the service,rather than the technology.
It will be targeted at enterprise and high valueconsumers as a priority.

3.4 EXECUTE IN EMERGING MARKETS

3.4.1 Delivery in existing markets

They are represented in most of the key emerging markets where significant growth is expected
in the coming years. Our main focus now ison execution in these markets, particularly in India,
Turkey and African footprint, following their agreement to acquire control of Vodacom.

3.4.2 Selective expansion and cautious approach

They will also try to maximize the mobile data opportunity. There are few potential large new
markets of interest to us and they will be cautious and selective on future expansion.

The promotional mix and its use by Vodafone

One of the key components of marketing mix is Promotional mix. Promotion is used by
companies, using a particular medium or channel, to inform consumers of the various benefits
and features of the products. These benefits and features are communicated using different
mediums namely; advertising, sales promotion, personal selling, direct marketing, internet
promotion and publicity.

Few objectives of the promotion are as follows,

To inform consumers about a product and its added benefits

To create a positive image for the brand or the company

To influence buyers to purchase the product

To establish the brand or the product among its segment

Promotions are also done to make the product or company reliable and credible amongst the
consumers for the services rendered. They are very essential if a company has to survive in the
marketplace.

Ever since the inception of Vodafone in 1985, the mobile company has laid a lot of emphasis on
using Television, as part of promotions, to ensure it remains a market leader in the telecom
industry. This is evident from the first television campaign for Vodafone on ITV, also the first
mobile phone advertisement on TV. This marketing strategy has resulted in turning Vodafone to
the first telecom company with 10 million UK subscribers by the end of 2000.

The major source of entertainment during the mid 1980s to mid 1990s was television. Vodafone
tried to reach out to a wider target audience using TV as its medium which helped to establish
itself as a global player in the telecom industry. Vodafone has continued ever since with the
same momentum for marketing communications. It is not just innovative with its products but
also with marketing ways. The key message of Vodafone new campaign issued in September
2010 states ‘Vodafone, through its innovative services and reliable network, is constantly beside
its subscribers in a direct way and with mutual trust, to offer them unlimited freedom in
communication’ . Vodafone always has lived up and beyond its commitment.
Vodafone realises that its million subscribers communicate daily on an unlimited basis, thereby
building a relationship. To add value to this relationship Vodafone has always been at the
forefront of Telecom Industry in search of new innovative products and services at affordable
prices.

Vodafone is also know to cash in opportunities that comes with associating with a celebrity.
Vodafone in 2008 signed a deal with Warner Music for Madonna’s upcoming ‘Hard Candy’
album was signed and distributed to Vodafone’s huge customer base after the mobile company
signed a deal with Warner Music. The promotion was launched 7 days before the albums global
release, giving enough time to grab attention. Vodafone’s customers will also have access to
ringtones and SMS tones.

Advertising

Many consider advertising as a synonym for marketing however advertising is just a part of
promotional mix where as marketing covers a much broader issue. Advertising in a way
promotes, reminds, provides, competes and persuades about a product to the public.

Kotler in his book ‘Marketing an Introduction’ states that advertising is a paid form of promotion
and presentation of non-personal ideas, goods or services by an identified sponsor.

Christos Toulas, a long distance runner, exemplifies Vodafone’s new advertising campaign. His
illustrious sports career and all goals that he has achieved, symbolizes the possibilities of new
innovative products and services offered by Vodafone to all its subscribers. Vodafone’s long
term objective is to have a long term relationship with its subscribers. This advertising campaign
inspires optimism amongst its employees and subscribers.

Vodafone could be termed as playing a revolutionary in the Greek telecom industry. Vodafone
was the first to introduce economical plans like unlimited post-paid, prepaid communication to
its consumers and businesses. Additionally they provided unlimited mobile and fixed internet in
joint venture with Hellas online.

Public Relations
Public relations are all about generating goodwill with the society. Marketing methods focuses
primarily on customers and distributors. For Vodafone to do well it needs the assistance of other
groups such as employees, share holders, the local community and also the society at large.

Public relations is also defined as “the management and relationships to establish goodwill and
mutual understanding between an organisation and its public”

It’s a major mass promotion tool. Public relations includes activities like corporate advertising,
seminar, lobbying etc. to build publicity for a favourable corporate image and to get rid of
unfavourable rumours, stories and events.

Vodafone ‘Cut it Out’ Anti Bullying PR Campaign

Vodafone recently introduced a ‘Cut It Out’ anti-bullying PR campaign. Approx 450,000 young
people are victims of bullying each year in the UK using mobile phone. Its a disturbing trend
where they are victimised using texts and video messaging. Vodafone initiated a corporate
responsibility to reduce bullying, in association with ‘Three pipe’, supported by parents and
teachers, to create awareness and a fundraising campaign.

Threepipe in collaboration with Sir Andrew Lloyd Webber and the really useful group set a west
end musical ‘Joseph and His Amazing Techni colour Dream coat’. The musical was popular
among for over 20 years. The show leading star, Lee Mead, had following of million teenage
girls and their mums. Three pipe also introduced a competition, where the selected entries were
sent to London College of fashion to be turned into real dream coats to be worn on stage.

Also a part of the campaign was a leading anti-bullying charity, Beat bullying. They created a
website which included online resources for those whose concerns of bullying. It also included
competition entry details and schools pack for teachers to encourage entry of students into the
competition as a part of classroom activity.

Meanwhile, Three pipe arranged exclusive editorial opportunities with Mirror and ITN News.
Both were given access to children who were bullied and those parents whose children had
committed suicide. This provided a powerful and social message about the seriousness of the
issue as nobody had spoken to the media before.

All this effort was not just for a social cause but also to improve Vodafone’s corporate image
since new age bullying involved Vodafone’s technology of text and video messaging. Vodafone
had to ensure that their communications technology was meant for positive use and not an anti-
social environment, especially among teenagers.

Direct Marketing

Direct Marketing is not mass communication. It is directed to target individuals or a group of

people since it is interactive and consumers respond directly to the company. This method is
targeted on those who are likely to be interested. Vodafone uses its Direct Marketing strategies
small and medium sector establishments, especially those requiring fixed and mobile
connectivity within an office premises.

Vodafone is targeting business travellers by sponsoring CNN TV series Global Office. It is a 30

minute programme that will be aired in the evenings. The series features trends, topics and tips
concerning issues of business management. The show is anchored by Richard Quest and Liz
George. Vodafone has always had regular TV promotions especially sponsorship of MTV.
However, now on CNN it is introducing 50 vignettes that will run alongside the advertising slots.
It is aimed at building brand awareness among the business community which always on the
move. The advertisement promotes Vodafone connect card and access email when they are
away.

Vodafone hopes to reach the business community through such means as it was previously
limited to in flight magazines and airport posters. A Vodafone spokeswoman made a recent
statement “The CNN deal takes our marketing efforts to a different level. We wanted a more
integrated approach, which will reach our target audience through a number of different
touchpoints: when they are away on business staying in hotels, when they are online, and when
they are viewing at home.”

Sales Promotions
They are short term incentives to promote purchase and sale of a product. Vodafone always
introduces give away with every package or cell phone they sell. A recent sales promotion for
new and existing Vodafone customers in Australia had consumers get free Huawei pocket Wi-Fi.
The plan is for those who purchase 24 month post paid MBB connection for over $29 a month.

Distribution

The last part of the marketing mix is distribution also known as the place element of marketing.
Product and services needs to be available in correct quantities and convenient locations and
especially at those times when customer needs it the most.

Vodafone interacts with its customers in a variety of ways namely, retail locations, telephone or
online. Vodafone owns and manages approximately 2,100 retail stores and customer support.
Additionally, they also have 7600 Vodafone branded stores in controlled markets which sells
products and services through franchise and dealer arrangements. The most cost effective, user
friendly channel for Vodafone to promote and sell its products and service is through internet.
For the customer internet is easy and accessible. Accessibility is also reviewed on their stores for
footprints and other capabilities. Vodafone also brings with it virtual mobile network operators
or ‘MVNO’ in several markets providing access to their network at wholesale level. The
distribution network also includes third party service providers, independent dealers, distributors
and retailers.

The extent of indirect distribution varies between markets but may include using third party
service providers, independent dealers, distributors and retailers. We host mobile virtual network
operators (‘MVNOs’) in a number of markets, selling access to our network at a wholesale level.

Vodafone Zoozoos

IPL Season 2 saw the birth of the Zoozoo for Vodafone: eggshell like characters created to tell a
new value-added service story each time. In 2008, Vodafone had unveiled the ‘Happy to Help’
series during the first season of the Indian Premier League (IPL). With the launch of the second
season, Vodafone had given birth to the Zoozoo: a special character created specifically to
convey a value added service (VAS) offering in each of the newly released commercials.
There were some 25 such commercials planned under this campaign. The aim was to release
approximately one ad a day, to sustain interest till the end of the IPL.

Media spends and visibility for brands peak during the IPL, so Vodafone obviously wanted a
piece of the pie. Further, the brand was in need of an idea that would work doubly hard, as it was
planning to spend some four months’ worth of marketing monies in one month.

Vodafone briefed its agency, Ogilvy India, to create uncommon characters – a common thread to
link the ads in the campaign together. Ogilvy experimented with several characters and finally
took its love for the term ‘egghead’ one step too far, creating characters that don the colour white
with black dots for eyes and a mouth, have heads resembling eggs, and disproportionately thin
bodies.

The Zoozoo idea was conceived by Rajiv Rao. He was also the mind behind the story lines and
the name. The ads were shot by Prakash Varma and produced by Nirvana Films within a record
time of 10 days. The pre-production work happened within a month and cost around 3 crore
rupees. The idea was to tell the VAS stories in a world akin to, yet different, from humans. The
creatures were then given a characterisation: they are to lead simple lives, speak a language of
their own (something that sounds like gibberish), move in a certain way, and even emote like
human beings, with big frowns or big grins to do the trick. The execution was almost like
emoticons.

Super Zoozoo which was introduced as a symbol of Vodafone’s 3G launch in India. It was
brought to life using a Kinect device and making it dance to Reggae.

After a brief break, the Zoozoos were back on Indian television with a new set of ads during the
IPL 2013. Only this time, they were accompanied by a new set of characters called the Zumi
Zumis. Vodafone’s Zoozoo ads were a hit among the Indian audience. This can be gauged from
the huge fan following on social networking sites such as Facebook and Twitter. There are more
than 200 pages on Zoozoos having over 250000 fans, growing daily. The ads were also viewed
by millions of people on YouTube. It’s history what the Zoozoos have done for the brand. Most
importantly, it made the brand a little more playful, a little less serious, a little less emotional and
a little more fun.
BlackBerry Boys

In September 2010, Vodafone India, in an endeavour to take the benefits of Blackberry services
mainstream and reach out to its young and upwardly mobile audience, had successfully launched
a campaign featuring the 'Blackberry Boys'.

Conceptualised by Ogilvy India, the television commercial showed five men in suits, singing
about how, being business people, they are distinct and superior from the rest and make smart
use of their BlackBerry phones. Their song takes a twist when casually dressed youngsters join
in and sing about the cool stuff that they do with their BlackBerry phones. The jingle was widely
appreciated and the advertisement did a good job in bringing down the notion that BlackBerry
phones are meant only for the executive world.

The BlackBerry boys returned in 2012 with their second commercial which talked about how
they are no longer the 'BlackBerry Boys' because the youth uses BBM service for various
purposes, right from sharing pictures to music and many more, which takes them beyond the
world of chatting. The advertisement was shot in a manner that gave the impression of a 'boy-
band' music video and was backed by the song, 'They are the BlackBerry Boys'.

Network ads with the Pug

"You & I" was an advertising campaign of Vodafone India which aimed at establishing the
superior network provided by the company. The ads featured a child actor Jayaram along with a
pug named Cheeka. The dog follows the boy in unlikely locations, prompting the tagline,
"Wherever you go, our network follows." The duo first appeared on TV, billboards, newspapers
and bus shelters in 2003 and became instant celebrities all over India. The campaign was created
by Mahesh V. and Rajeev Rao, Senior Creative Directors at Ogilvy & Mather, Mumbai.

The television ad was the first to be shot, a 60-second sequence in lush green Goa. The role of
the boy was played by Jayaram, an eight-year-old who had already starred in four other ads.
Cheeka was suggested for the role by an assistant at Nirvana Films, the makers of the
advertisement. The campaign became a hit, and was soon followed by a print version for
newspapers. The campaign was well received all over India.
Vodafone Delights

Vodafone launched Vodafone Delights in October 2011 that offered customers benefits on
travel, lifestyle, dining and entertainment with other commercial establishments. These benefits
could be availed by the customers by sending a SMS or dialing a USSD code. The Vodafone
Delights commercials depicted a budding friendship between two schoolgirls who would go out
of their way to treat the other. The jingle ‘Little things you do for me’ appreciated by every
viewer and struck a chord a chord especially with the youngsters.

Vodafone was back with their Vodafone Delights campaign in 2012 to promote new special
offers including happy hours, gifts for consumers on their birthdays and on every visit to the
8,000 Vodafone Stores across the country. Vodafone also introduced discounted tariffs on calls
and messaging between 2 pm and 4 pm every day.

The new advertisements showed a growing friendship between a young boy and an old man. The
old man rewards the boy with gifts emerging from magic tricks each time the boy visits the old
man's house. Ogilvy & Mather, which has been producing ad campaigns for the company for the
past 10 years, was given the mandate to develop a campaign that had the emotional resonance of
the earlier campaign. This six-week long campaign was backed by full-scale media exposure on
television, radio, print, outdoor, on ground, digital and online.

Made for You offers

The Vodafone 'Made For You campaign was launched in November 2012. It was a set of three
commercials that were practically identical except for the situations that had been portrayed. The
first television spot was set in a tailor's shop, the second at the barbershop and the third in a
fitness centre. Together they created a montage of shots of people talking to the camera and
providing detailed specifications about their needs in every situation.

The advertisement highlighted ‘121’, an IVR (Interactive Voice Response) based product
offering that empowered customers to choose their best offers across products such as local,
STD, SMS, VAS, data and thereby placed the power in the hands of the customers to decide
what offer suited their unique requirements. The campaign was created to attract the SEC B and
C segment of customers that are price conscious and have a better affinity to IVR-based services.

Vodafone Internet Campaign IPL 6

After a brief break, the Zoozoos were back on Indian television with a new set of ads during the
IPL 2013. Only this time, they were accompanied by a new set of characters. These characters
resembled the Zoozoos in almost all aspects except their size and their distinctive helmets.
Termed as the Mini Zoozoos by many, these characters did not have any official name.

Created by Ogilvy India, the mini Zoozoos were actually metaphors for mobile internet. To put
forward Vodafone’s internet propositions in a creative manner, the agency created an army of
mini Zoozoos. Nine 'missions' in the Zoozoo world were accomplished during the course of this
campaign. These missions were used as metaphors for actual offerings in the internet genre, for
example music, email, job search, cricket scores, photo-related uses and finding a partner.

The advertisements were made using animation (the little Zoozoos in the films) as well as actual
physical sets and people in Zoozoo costumes (the big Zoozoos in the films).

Vodafone capped off the campaign in style with a music video which is also known as the Zumi
film. The Zumi film showed the mini Zoozoos celebrating their accomplished missions. The
video depicts the mini Zoozoos dancing to a peppy dance number 'We are Zumi Zumi' and
performing dance steps like Abba's Walk Like an Egyptian and Michael Jackson's signature
moon walk. The film also conveyed the product benefits of Vodafone internet (ability to share
photos, play songs and see videos) through subtitles.

Apart from TV (including the IPL playoffs) the tune was being promoted extensively on radio
and digital platforms as well.

VODAFONE SALES NETWORK

4.1 VODAFONE OUTLETS

You want to go Vodafone and stay connected anytime, anywhere? Just visit aVodafone outlet in
your neighborhood and choose from a range of affordablePostpaid or Prepaid connections.

4.2 VODAFONE SHOPS

Whether you¶re looking for a new Vodafone connection, or a fresh handset,you¶ll find it here.
You can also subscribe to any of our value added services or get more information on them. Pay
your bills, get your queries answered, and lotsmore. Hutch Shops are located at very convenient
locations around the country.Select your region to find one near you. Mobile Vodafone Shops
VodafoneShops are going on the move, to bring our services closer to you and to providefaster
online service, right at your doorstep. You can visit a Mobile VodafoneShop near you for:

 Postpaid connections and add on cards.

 Prepaid connections and recharge cards

 Information on the latest talk plans.

 Bill payments via cash, cheque or credit card

 Demos and activation of our Value Added Services

 Queries, SIM replacements and much more.

4.3 VODAFONE TELESHOPS

Did you know that a range of Vodafone services are available in your very ownneighborhood?
Just walk into a Vodafone Teleshop, just round the corner, for anything you need. At a Vodafone
Teleshops you can buy a new postpaid or prepaid card, pay your bills, reactivate your
connection, and much more.

4.4 SALES KIT

A dealer should carry the following in his sales kit:

a) All products leaflets (adequate quantities).

b) List of prospects with their addresses

c) Information about the competition in the market

d) Price list of Vodafone product and corresponding prices of competitor products.

DISTRIBUTION NETWORK OF VODAFONE

1.3DISTRIBUTION NETWORK
A supply chain is described that consists of all the parties and their suppliedactivities that help us
to create and deliver services to the final customer. The front channels are specially kept in mind.

ACTIVITIES:
 Order
 Handling

 Storage

 Display

 Promotion

 Selling

 Information and feedback

1.4 SELECTION OF CHANNEL MEMBERS/DEALERS

The dealer should be in regular touch with the customer, keep taking his feedback and ensure
maximum customer satisfaction. The dealer shouldalso try andconvince the customer to try
newer products of the company. The dealer has to thus cater to 3 major areas:
a) Pre sale
b) Selling
c) Post sale service

Vodafone follows a strict policy in selection of the dealers, and therefore it isnecessary to fulfill
the following pre- requisites to be eligible to become a dealer:
I. The dealers should have a sound financial background. The financialcapability of a
dealer is solely depended on the discretion of the companyofficials
II. The dealers should have a good market reputation, since the dealers helpthecustomers
in forming the first impression a customer has about thecompany.
III. The dealer should have a good previous track record,i.e of timely payments,
nocriminal background etc.
 IV. The dealers should have good market penetration.The company¶s abilityto
gainmaximum customers in this era of competition solely depends onthe
penetrationthe dealers have in the market.
V. The last criterion of dealer¶s selection for Vodafone is the area the dealerscover.This
would include different geographical areas which are covered by a dealer.

1.5 RESPONSIBILITIES AND FUNCTIONS OF THE DEALERS

Vodafone believes in ³Customer Loyalty´ and thus Vodafone expects that their dealers apart
from selling paint products should perform the following functionsfor better customer relations¶
management:
I. Sales promotion through regular promotional schemes, road shows,campaigns etc. the
expenses incurred by the dealers is shared by thecompany only if these activities are
for promotion of the company and notof the dealer.
II. Recruitment- done under the guidance of certain Vodafone officials.
III. Training and development of manpower with company assistance.
IV. Servicing according to the size of orders.
V. Customer relation management.
VI. Promote other products of the company

The dealer should be in regular touch with the customer, keep taking his feedback and ensure
maximum customer satisfaction.
The dealer shouldalso try andconvince the customer to try newer products of the company.
The dealer has to thus cater to 3 major areas:
a) Pre sale
b) Selling
c) Post sale service
 CHAPTER 3

Questioner Analysis
Q1.Which mobile service do you use ?

VODAFONE AIRTEL MTNL IDEA

20%

40%
5%

35%

Q2.WHICH SERVICE DO YOU USE ?

PREPAID POSTPAID

40%

60%
 Q3. FOR HOW LONG YOU HAVE BEEN USING THIS SERVICE?

LESS THAN 3 MONTHS MORE THAN 3 MONTHS

MORE THAN 1 YEAR MORE THAN 3YEARS

10%
20%

40%
30%

Q4. How do you rate your services provider in terms of connectivity and area
of network coverage?
 OUTSTANDING GOOD AVERAGE BELOW AVERAGE

8%

17%
45%

30%

Q5.What do you feel about the call tariff linked with the connection you are
currently using?

FEASIBLE MODERATE AVERAGE OVERLY-CHARGED

5%

15% 25%

55%
Q6.How appropriate are the STD and ISD rates related with your plan being
used right now?

FEASIBLE MODERATE AVERAGE OVERLY-CHARGED

18%

33%

26%

23%

Q7.How appropriate are the SMS rates related with the plan you are using
currently?
FEASIBLE MODERATE AVERAGE OVERLY-CHARGED

6%
4%

32%
58%
Q8.Does your Service Provider have any hidden costs incorporated in the plan
you are using?

MAY BE
10%

NO
15%

YES
75%
 Q9.Why you are not using Vodafone services?

Lack of awareness High Prices Poor Services Poor network

10%

27%

40%

23%
Q10.Would you like to recommend Vodafone to others?

YES NO

49%
51%
 CONCLUSION

Vodafone has a firm commitment to growth and aims to differentiate itself in India's highly
competitive communications environment by ensuring customer delight through personalized
customer service, Excellent Network and other benefits. Vodafone has a solid reputation in India,
exemplified by a multitude of awards such as: three accolades – Two Gold and One Silver, at the
Asia Marketing Effectiveness (AME) awards ceremony, the GSMA Global Mobile Awards to its
strong value proposition as ―Best mobile enterprise service‖.
 BIBLIOGRAPHY

 collegesavings.about.com

 wikipedia.org

 www.st-patricks.ac.uk

 www.sba.gov

 www.pinsentmasons.com
 wordnetweb.princeton.edu