What is Service Company and How it is Marketed?

Three Components to market Service Company

1. People

2. Physical Evidence

3. Process

Establishment

The company was founded in 1982 as a joint venture .

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

Speechmark logo, suggesting conversation

In terms of customers, therefore, only China Mobile is larger.

Vodafone Essar

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23 telecom 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 with good presence in the metros.

VODAFONE TAKEOVER

Vodafone(Briton)A Foreign company

Takes over HTIL(Whampoa group of Li-Ka Shing.

Hong KongA foreign company

Hutchison Essor

Indian Company

Essor group

Asim Ghosh-12%A.Singh and other companies

(Minority)

67%

Products

• Prepaid• Postpaid• I-Phone 3G• Magic box Handset• World Calling Cards• Gulf Calling Cards• Vodafone PCO

Services

• Entertainment and Lifestyle• Downloads• Mail and Messaging• Call Management Services• M shop• Alerts• Social Networking• 3G service

Place:• Vodafone UK operates over 300 of its own

stores.• It also sells through independent retailers e.g.

Carphone 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.

Price

• It offers various pricing structures to suit different customer groups.

• Monthly price plans are available as well as prepay options.

• Vodafone UK gives NECTAR reward points.

Promotion

• ABOVE THE LINE PROMOTION

• BELOW THE LINE PROMOTION

STPD Analysis

Segmentation : income

• Age• Service usage• Life of service• Geographical condition• Nature of customer

• Institutional• Sole

Targeting.• Home calling cards for the family of those

professionals who used to work abroad.

• Rs. 10 recharge for small users.

• Cheap SMS facilities for youth.

• Facilities for circle users

Positioning :

• -”Where you go network follows you.”

• network & services

• Innovative distribution

• Customer service

DifferentiationDifferentiation

Value Add services

SAP TechnologyMarket Development

Continuous Improvement

Viral Marketing/Buzz Marketing – Birth of Zoo zoo

Cost Advantage

Differentiation

BRANDING• Brand image

• Vodafone and Beckham

• ZooZoos

• Average revenue

• Recall

PRODUCT LIFE CYCLE

• Introduction stage

• Growth stage

• Maturity stage

• Decline stage

Market Strategy of Vodafone

1.Product –led

2.Provide Value Added Services

OBJECTIVES

• obtain new customers

• keep the customers it already has

• introduce new technologies and services (eg text messaging, WAP)

• continue to develop the Vodafone brand.

Competitors in Market

What factors, influence you to choose Vodafone service?

Network66%

Brand name10%

Service20%

Customer care4%

Which payment scheme are you using?

Pre-Paid76%

Post-Paid24%

If the company stops giving offers/schemes, would you switch to other service provider?

Yes; 80%

No; 20%

Do you use Vodafone handset?

Blackberry3%

No80%

magic box ser-vice13%

i-Phone3%

The Vodafone customer care services are very helpful.

Strongly agree17%

agree57%

neither agree nor disagree

10%

disagree17%

Have you ever felt that you have cheated or dissatisfied by any of the following services?

Call drop 33%

Value add33%

Network congestion 30%

Other3%

Would you like to change your service as per the latest number portability system?

Yes33%

No67%

Rate the overall Vodafone service on scale.

Bad 3% Good

20%

Very good 40%

Excellent37%