Mumbai, March 5, 2008 WFA/ISA - Global Advertiser Conference 1

Presentation by:

Vishnu ThankachanS3, MBA

The name Vodafone comes from Voice data

fone, chosen by the company to

“Reflect The Provision Of Voice And Data

Services Over Mobile Phones.“

•Vodafone Group plc is a British multinational telecommunications company headquartered in London and with its registered office in Newbury, Berkshire.• It is the world's 2nd-largest mobile telecommunications company measured by both subscribers and 2013 revenues (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.

•Vodafone in INDIA came with acquiring Hutchison essar limited.•Vodafone was launched officially on 21st September 2007.•Than on hutch was rebranded as Vodafone.

Mission•Capturing the potential of mobile to bring socio-economic•Delivering progress against stakeholder expectations •Ensuring that their operating standards are of a consistent and appropriate level across the Group

Vision•To be one of the most trusted companies in the markets •Operate and to ensure that their customers are satisfied with their service and in control of how they use it.

BELIEFS, VALUES AND ETHICAL PRIORITIES•Passion for customers•Passion for their people•Passion for results•Passion for the world around them

Questions

1. Explain how Vodafone Plc has strategized its growth into Indian telecom market by acquisition•Marketing strategy is a key part of overall corporate strategy, which is concerned with developing plans for finding out what customers want and then efficiently meeting their requirements. •Vodafone’s strategy is customer focused and product led; the company is continually developing new products and services which utilize the latest technological advances.

•Marketing strategy is a key part of overall corporate strategy, which is concerned with developing plans for finding out what customers want and then efficiently meeting their requirements. •Vodafone’s strategy is customer focused and product led; the company is continually developing new products and services which utilize the latest technological advances.

•To keep its leading edge, Vodafone is continually looking to add value to the services it provides and to the packages it offers to customers.

•ZooZoo, the new brand ambassador of Vodafone, has created a furors in the advertising industry.

Marketing strategies of Vodafone

•Vodafone has 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.

•Vodafone has come with creative advertising campaign for its various plans. •This strategy has captured the imagination of millions. •The strategy is a buzz that lives up to the brand image of great creative and clever marketing. •In the first 10 days of IPL (Indian premier league) it has reached a cumulative of 89 million people. •This is a wonderful strategy adopted by Vodafone.

•This has helped the company to raise not only its profits through sales but has also tremendously increased its brand value.•Zoozoos have become so popular that Vodafone has succeeded in its effort of viral or buzz marketing. Their add campaign has gained so much popularity all over the world.

•The viewership for the add is highest among all the adds. What’s interesting is that there are some 25 such commercials planned under this campaign, 10 of which are already on air. •The aim is to release approximately one ad a day, to sustain interest till the end of the IPL.

•Zoozoos have been successful in giving Vodafone a makeover and establishing maximum brand presence.•The charm of the Zoozoo was itself a great self-marketing strategy and they were instant success among masses. Within few days, Zoozooz created a huge audience for them, giving a boost to the Vodafone brand.

2. Why do you think it was necessary for Vodafone to enter into resource sharing MOU with Bharti ?• In 14th July 2011 the Bharti Airtel, Vodafone and Idea

Cellular — have decided to use each other's networks through inter and intra-circle roaming arrangements to provide seamless 3G services to their customers. •Vodafone has entered into a bilateral roaming

agreement, both inter and intra circle, with Idea and Airtel to provide 3G services to customers in the circles where Vodafone have not built there own 3G network, to bring a pan-India experience of 3G services to Vodafone customers

•Bharti Airtel has 3G licences in 13 circles, including Delhi and Mumbai, while Idea Cellular and Vodafone have for 11 and 9 circles, respectively, out of total 22 telecom circles. •Since these three companies do not cover the entire

nation, they would use each other's network to give connectivity. • Idea has entered into an intra-circle roaming

arrangement with Vodafone for introducing 3G services in Delhi and Kolkata circles while Bharti Airtel will partner Idea in providing 3G services in Karnataka — primarily in Bangalore and Mysore.

•Vodafone has 3G services in Andhra Pradesh and Kerala through an agreement with Idea. •Uttar Pradesh (West) is another circle where

Vodafone plans to introduce similar services through Bharti Airtel's network. •Similarly, Bharti Airtel has entered into intra-circle

roaming agreements to share Idea's 3G network in Gujarat.

3. Explain the strategy of internationalisation of Vodafone plc in the light of this case study of finding service partners throughout the world

• In 2001, this wireless company first introduced instant messaging on their networks, to provide for a faster way to communicate among their users. • The company also launched the first ever 3G service in

Europe with their innovative mobile connect GPRS/3G data card in 2004.• In February 2007, the company had another major

milestone when it partnered with Yahoo and Microsoft in order to launch instant messaging services that can easily be accessed using either a personal computer or a mobile phone.

• This is one of the milestones that made it into the wireless giant it is today.• The company continues to offer a variety of services,

including data, messaging, voice and broadband. • It's continuous advancement in the data services, they offer

by developing its 3G networks and the capabilities of various handsets.• It's a mobile service that's easy to use, with low-cost

telephone line and even DSL broadband connection. • It also provides you monthly billing cycle, pre-paid

agreement or even a contract. • And is known for it's best customer services.

THANK YOU