VODAFONE MARKETING MIX ESSENTIALS OF MARKETING:

The world is a global market with few barriers, so Vodafone has to be highly visible as the brand to buy. Effective marketing is the key to this high visibility. Marketing involves anticipating customers needs and finding the right product or service to meet those needs, thereby encouraging high sales levels. Vodafone goes further by looking to impress on its customers not merely what its products are i.e. features, but also what they can increasingly do i.e, benefits. This involves effective communication. There is a slowdown in sales of mobile handsets, in some markets like the UK, as the mature part of the product lifecycle is reached. Customers are exposed to a barrage of different images and messages by mobile phone companies, as the competition gets tougher. Vodafone appeals to new customers and aims to keep its existing ones by emphasising the uniqueness of the brand. Vodafones aim is to grow its revenue and improve its profit margin by adding value to its products and services i.e. earning more from each product sold. The Vodafone live! service enables customers to use picture messaging and to download polyphonic ring tones, colour games, images and information, through an icon-driven menu. This service will soon be further enhanced by picture messaging libraries, video clips and video telephony (seeing the person you're calling) and improving download speeds. Another service is the Vodafone Mobile Connect Card, which enables customers to access their normal business applications on a laptop when out of the office. Such services add value to the product, and high profile effective promotion will help sell these services to existing and new customers.

VODAFONES MARKETING MIX:

A longer term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a combination of many features that can be represented by the seven Ps.

PRODUCT

Vodafones aims to grow its revenue and improve its profit margin by adding value to its product and service i.e earning more from each product sold. POSTPAID PLANS
Double Value 399 800 mins free on local calls

Rs 299Plan - Talk STD 299 at 50P 299 mins free on local and std calls

Rs 299 - VF Talk 299 One Sec Plan 12000 secs free on local and std calls

Rs 199 - VF Talk 199 One Sec Plan 2000 secs free on local vodafone calls

OFFERS SMS Pack @ 35 350 local SMS free 100mb VL VMC 2G Data 100mb 3G Data

49Local Vodafone Calls @49

International roaming National roaming

PREPAID

PLAN

Per Second Pulse Tariff @ First Recharge of Rs 56 - Calling rate: 1.2 p /sec, Talktime: Rs.30.0 ,SimCost: Rs. 25 Per Minute Pulse Tariff @ First Recharge of Rs 57 - Calling rate: 60p /min , Talktime: Rs.30.03 , Sim Cost: Rs. 25 Local calls at 30 Paise/Min @First Recharge of Rs 59 - Calling rate: 30p /min , Talktime: Rs.30 , Sim Cost: Rs. 25 V2V @ 10 P @ First Recharge of Rs 69 - Calling rate: 10p /min , Talktime: Rs.30 , Sim Cost: Rs. 25 Per Second Pulse Tariff @ First Recharge of Rs 106 - Calling rate: 1.2 p /sec, Talktime: Rs.94.1 , Sim Cost: Rs. 25 Per Minute Pulse Tariff @ First Recharge of Rs 107 - Calling rate: 60p /min , Talktime: Rs.95.01 , Sim Cost: Rs. 25 Per Minute Pulse Tariff @ First Recharge of Rs 207 - Calling rate: 60p /min , Talktime: Rs.185.67 , Sim Cost: Rs. 25 Per Second Pulse Tariff @ First Recharge of Rs 506 - Calling rate: 1.2 p /sec, Talktime: Rs.458.75 , Sim Cost: Rs. 49

OFFERS
Unlimted internet package in 149rs Umlimited blackberry with unlimted internet usage in 15rs per day Unlimited sms pack in 149rs per month

PHONES

Vodafone Phones - Vodafone SmartVodafone Blue BlackBerry - BlackBerry Curve 9300BlackBerry 9780BlackBerry 8520 Samsung - Samsung I5801 Galaxy Samsung Galaxy Pro B7510Samsung Galaxy 551Samsung Galaxy S I9003Samsung Nexus I9023 Nokia - Nokia Lumia 800Nokia Lumia 710Nokia E5Nokia N8Nokia X2-01 Others - HTC ExplorerHTC Desire HDHTC Wild HD

DOWNLOADS

Entertainment & Lifestyle - Callertunes & Tones Music Movies & TV Dating Humor Competition Sports Games, Downloads & Applications - GamesDownloadsApplications Mail & Messaging - MSN @ Vodafone Yahoo! Messenger Rediff and Indiatimes SMS Chat Picture SMS Call Management Services - Call Conference Call Waiting Caller ID Voicemail Missed Call Information Others - M-Shop Alerts Social Networking Devotional News & Finance Travel & Transportation3rd Party Services

PLACE

Vodafone promotes its offerings through a host of over 400000 stores located across all the 23 telecom circles in the country. Stores have special offers, and various point of sale posters in order to attract its customers. Ads showing Zoo Zoo moods and accessibility of Vodafone services

Vodafone covers almost 75% of its operational area It also sells through independent retailers. Mini stores are available for customer convince

PEOPLE

Vodafone Essar India has an employee database of around 10,115 in the financial year 2011 which is considered as a dedicated and passionate workforce and one of the best customer service support teams.

Fun is incorporated in the work life of employees of Vodafone. Empowerment and career development go simultaneously with all opportunities in Vodafone. It provides a dynamic environment and challenging opportunities to its employees.

Vodafone Essar Limited has received many awards over the years such as the Best employer in India, Most Effective and Most Creative Advertiser of the Year, and Most Respected Telecom Company. Moreover It aims to reach the maximum number of people.

PRICE

Vodafone wants to make its services accessible to as many people as possible from the young, high powered business executives, to the more mature users.

It offers various pricing structures to suit different customer groups.

Monthly price plans are available as well as prepay options. Phone users can top up their phone on line A number of schemes are being introduced from time to time to match the customer needs, like unlimited free msg card, 1paisa per second call rates.

The top ups are available from Rs. 10.

Its pricing strategies varies accordingly by offering features like SMS value packs targeted at the youth segment.

Rewards on the usage

Offers various pricing structure to different customer groups

PROCESSES Vodafone Essar India provides a wide variety of services in mobile communication and other value added services by adopting an easy-to-use customer friendly approach. All information about its basic and other valued services and various promotional offers can be availed through a unique customer care number 111which can be dialed from anywhere in India. Vodafone ads and stores

PROMOTIONS Unlike the other telecom majors which rely heavily on Film stars and

cricketers to promote their brands, Vodafone has focused on advertising campaigns like the Pug and Zoo Zoos and now the Parrot to have connect with the people and also as a part of its strategy to be cost effective on the ad production front. ABOVE THE LINE: Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion. BELOW THE LINE: Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy. Vodafones stores, its products and its staff all project the brand image.

Vodafone pug ad ZOOZOO Advertisement IPL sponsorship Formula 1 sponsorship Through sms Vodafone delight offers

Door to door sales Cold calling

Updating customers with all new offers PHYSICAL EVIDENCE Physical Evidence is the element which allows the consumer again to make judgments on the organization. The most important physical evidence for the Vodafone is its existing customer base. The Vodafone Essar subscriber bases in the cities of India are:
Subscriber Base Statistics as on January, 2011

Gujarat

1,49,10,573

Maharashtra

1,19,62,824

Delhi

77,88,376

Kolkata

43,73,647

Madhya Pradesh

31,35,580

Chennai

21,13,992

Himachal Pradesh

3,57,430

Mumbai

58,87,113

Total number of Vodafone India Subscribers : 14,15,19,840, i.e. 23.63% of the total 59,87,79,674 Indian mobile phone subscribers. Source : http://coai.in/statistics.php

Existence of the customer care centers across the country

Vodafone ministores Vodafone stores; Vodafoneoutlets