a case study on vodofone

1. Mumbai, March 5, 2008
WFA/ISA - Global Advertiser Conference 1
Presentation by:
Vishnu Thankachan
S3, MBA

2. The name Vodafone
comes from Voice data
fone, chosen by the
company to
“Reflect The Provision
Of Voice And Data
Services Over Mobile
Phones.“

3. •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.

4. •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.

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

6. 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

7. 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.

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

10. Questions

11. 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.

12. •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.

13. •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.

14. 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.

15. •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.

16. •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.

17. •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.

18. •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.

19. 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

20. •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.

21. •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.

22. 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.

23. • 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.

24. THANK YOU