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VodaIone essar was Iormed out oI an acquisition deal oI VodaIone and hutch essar, and
hence Hutch was successIully rebranded as VodaIone. This was an easy way to enter into
India as hutch essar already had a strong brand image in Indian telecom market. As the
rebranding campaign begun they started by changing the taglines communicating the change
Irom hutch to VodaIone. The taglines were change is good`; 'hutch is now VodaIone. They
changed Irom where u go our network Iollows` to Make The most oI Now` They also
carried out a massive advertising campaign to rebrand themselves, and the main Ieature oI
their campaign was the Zoo Zoo characters that were used to promote the value added
services by VodaIone and became Iamous as soon as they were launched.


Market Share:

rand Elements:















!!roduct
A product with many diIIerent Ieatures provides customers with opportunities to chat, play
games, send and receive pictures, change ring tones, receive inIormation about travel and
sporting events, obtain billing inIormation, video clips and send video messages.

O Magic Hand boxes: VodaIone provides a range oI magic boxes (mobile handsets) at
the lowest possible rates as a part oI its oIIering to the markets.
O Solar !owered !hones: VodaIone has already launched its solar powered phones
earlier this year. These new handsets are to beneIit users in areas with adequate
sunlight and unstable electricity supply.
O onus cards: These are essentially prepaid cards that enable a larger section oI the
society to stay connected. These can be easily purchased Irom its stores and mini
stores.
O 'S: VodaIone oIIers a range oI Value added services apart Irom its core oIIerings.
These include Tunes and Downloads, entertainment quotients like music and movie
related activities, devotional and sports quotients, regular news and updates and call
management services. Apart Irom these, special oIIers and services are also oIIered on
important Iestive occasions like Diwali in order to provide maximum value to its
customers.
O Highend phones: VodaIone oIIers to sell high-end phones at low prices to its
customers. These phones can be used only with a VodaIone connection. Such phones
include: HTC, Blackberry, Samsung, Nokia etc.
O services including video calling and faster net surfing.
O eStick: It`s a portable 3G e-Stick that can be connected to laptops etc. via USB. It
provides Iast, mobile internet access to mobile users. This service has both prepaid
and post-paid plans.
O alling cards: VodaIone oIIers World and GulI calling cards (prepaid) to its
customers.















!!rice


O VodaIone wants to make its services accessible to as many people as possible: Irom
the young, high powered business executives, to the more mature users. It oIIers
various pricing structures to suit diIIerent customer groups.
O Monthly price plans are available as well as prepay options. Phone users can top up
their phone on line
O A number oI schemes are being introduced Irom time to time to match the customer
needs, like unlimited Iree message card, 1paisa per second call rates.
O The top ups are available Irom Rs. 10.
O Its pricing strategies varies accordingly by oIIering Ieatures like Filmy recharges and
SMS value packs targeted at the youth segment to Ieatures like 'Apne minutes,
bonus cards and longer validity schemes at a similar pricing but targeted at the lower
income segment
O Magic hand boxes: Magic Hand boxes are products by which VodaIone can attract
customers Irom a variety oI income groups and other demographic characteristics. In
order to make it available to a very wide section oI the audience Magic hand boxes
are made available Irom prices as low as Rs.999 to Rs.9999.


!!lace

VodaIone promotes its oIIerings through a host oI over 4000001 stores located across all the
23 telecom circles in the country. Stores have special oIIers, and various point oI sale posters
in order to attract its customers.








!!romotions

O Unlike the other telecom majors which rely heavily on Film stars and cricketers to
promote their brands, VodaIone has Iocused on advertising campaigns like the Pug
and Zoo Zoos and now the Parrot to have connect with the people and also as a part oI
its strategy to be cost eIIective on the ad production Iront.
O 'E 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 eIIectively. This is known as above the line promotion.
O EL THE LINE: Stores have special oIIers, promotions and point oI sale
posters to attract those inside the stores to buy. VodaIone`s stores, its products and its
staII all project the brand image.


!!eople

VodaIone Essar India has an employee database oI around 10,115 in the Iinancial year 2010
which is considered as a dedicated and passionate workIorce and one oI the best customer
service support teams. Fun is incorporated in the work liIe oI employees oI VodaIone.
Empowerment and career development go simultaneously with all opportunities in VodaIone.
It provides a dynamic environment and challenging opportunities to its employees. VodaIone
Essar Limited has received many awards over the years such as the Best Mobile Service in
India, Most EIIective and Most Creative Advertiser oI the Year, and Most Respected
Telecom Company. Moreover it aims to reach the maximum number oI people.


!!rocess

VodaIone Essar India provides a wide variety oI services in mobile communication and other
value added services by adopting an easy-to-use customer Iriendly approach. All inIormation
about its basic and other valued services and various promotional oIIers can be availed
through a unique customer care number 111 which can be dialled Irom anywhere in India.











!!hysical Evidence

Physical Evidence is the element which allows the consumer again to make judgments on the
organization.

O The most important physical evidence oI Ior the VodaIone is its existing customer
base.
The VodaIone Essar subscriber bases in the cities oI India are:
ity No. of customers
Kolkata 1,632,875
Mumbai 2989970
Delhi 3002442
Chennai 981996
%Surce hLLp//buslnessmapsflndlacm/cmmunlcaLlnslndusLry/cmpanles/dafnehLml)

O Existence oI the customer care centres across the country, VodaIone mini stores that
are small in size but big in service, VodaIone stores; VodaIone outlets are all a part oI
the physical evidence that Iacilitate the customer judge the service.


















eferences
O wwwdafneln
O http://www.kpmg.com/Global/en/WhatWeDo/Advisory/PerIormanceTechnology/Busi
ness-PerIormance-Services/Pages/VodaIone-case-study.aspx
O Cellular Operators Association oI India, October, 2010
O hLLp//enwlklpedlarg
O lmages frm Cgle search